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Manuscript ID : JSM-2211-1715 (R1) Visit : 105 Page: 153 - 167

10.30495/jsm.2023.1972982.1715

20.1001.1.23222301.2023.9.2.9.0

Article Type: Original Research

Presenting a Systemic Model for the Effectiveness of Marketing Communication Activities in Social Networks

Subject Areas : Marketing

Somayyeh  Abesh Loui Aghdam 1 (Ph.D. Candidate of management, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran.)
heirsh  soltanpanah 2 (Assistant Professor, Department of Management, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran.)
Omid  Mahdieh 3 (Assistant Professor of Management and Accounting, Faculty of Humanities, University of Zanjan, Zanjan, Iran.)
Roya  Shakeri 4 (Assistant Professor, Department of Management, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran)
Foad  Habibi 5 (Assistant Professor of Social Sciences, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran)

Received: 2022-11-16 Accepted : 2023-01-25 Published : 2023-04-01

Keywords: marketing communications, Theme Analysis, Social networks,

Abstract :

Retailers need to take care of their customers and attract new customers through introducing and advertising their products, considering that social network marketing communication has created a new and profound transformation in businesses. Retailers need to exploit and be more effective. Making their connections in the created space. Therefore, in this research, we present a model for the effectiveness of marketing communication in social networks for the first time in the retail industry in Iran. The statistical population of the research was determined by using targeted sampling among experts, including academic professors and marketing managers of retail companies, and using coding in the software, four main themes were extracted from interviews with the statistical population and related to the subject of research and information. Among the researcher's notes, the codes (concepts) of branding, brand preference, sales increase, word of mouth, and commercial advertising have been the most frequent. This model can be used by retail owners and business managers to create a sustainable competitive advantage through social networks, increasing the effectiveness of market communication.

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