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

Journal of System Management

مقاله 10، دوره 9، شماره 2 - شماره پیاپی 34، تیر 2023، صفحه 153-167   

نوع مقاله: Research Paper

شناسه دیجیتال (DOI): 10.30495/jsm.2023.1972982.1715

نویسندگان

Somayyeh Abesh Loui Aghdam¹؛ heirsh soltanpanah^{* 2}؛ Omid Mahdieh³؛ Roya Shakeri⁴؛ Foad Habibi⁵

¹Ph.D. Candidate of management, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran.

²Assistant Professor, Department of Management, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran.

³Assistant Professor of Management and Accounting, Faculty of Humanities, University of Zanjan, Zanjan, Iran.

⁴Assistant Professor, Department of Management, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran

⁵Assistant Professor of Social Sciences, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran

چکیده

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.

کلیدواژه‌ها

Marketing communications؛ Social networks؛ Theme analysis

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