نوع مقاله : مقاله پژوهشی
نویسندگان
1 گروه حسابداری، واحد بین المللی خرمشهر، دانشگاه آزاد اسلامی، خرمشهر، ایران.
2 گروه حسابداری، واحد مسجد سلیمان، دانشگاه آزاد اسلامی، مسجد سلیمان، ایران.
3 گروه اقتصاد، دانشگاه علوم و فنون دریایی خرمشهر، خرمشهر، ایران.
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Objective: The increase in competitive pressures has caused audit institutions to understand the importance of marketing more. The success or survival of any audit unit is rooted in a deep understanding of the importance and practical use of marketing techniques. Therefore, the purpose of this study is to explain social marketing indicators in auditing.
Methodology: In this article, the statistical population was 1100 members of the auditors of the Certified Public Accountants Association, and 228 people answered the questions of the questionnaire using simple Cochran random sampling. The data was collected through a questionnaire and analyzed using the structural equation method.
Conclusions: The findings indicate the desired relationship in the causal structure of the model so that the causal conditions have a significant effect on the axial phenomenon (social marketing in auditing). Also, the axial, contextual, and intervening categories affect the strategies, and finally, the strategies have a mediating and significant effect on the relationships between the axial category and the consequences. In general, the results indicate that the model has high predictability and can be used as effective factors on social marketing in auditing to increase and improve auditors' performance and competitive advantage
کلیدواژه‌ها [English]
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