Development of the native model of social media marketing for online stores

Document Type : Research Paper

Authors

1 Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran.

2 Department of Management, Ghazali Institute of Higher Education, Qazvin, Iran.

3 Department of Public Administration, North Tehran Branch, Islamic Azad University, Tehran, Iran.

4 Department of Educational Management, North Tehran Branch, Islamic Azad University, Tehran, Iran.

Abstract

Objective: This study was conducted with the aim of compiling the local model of social media marketing of online stores.
Method: The research method was carried out according to the development goal and according to the mixed-exploratory data collection method. The statistical population in the qualitative section includes 10 experts and in the quantitative section it includes managers and marketing experts of online stores in 2022, from which a sample of 384 people was selected. The data collection tool in the field section includes interviews (in the qualitative section) and a researcher-made questionnaire containing 52 items (in the quantitative section) that was distributed among the members of the statistical sample in 2022. In order to analyze the data in the qualitative part, the foundation data method was used, and in the quantitative part, the partial least squares technique was used to explain the relationship between the variables.
Results: The result of data analysis, presenting a paradigm model including six components of causal conditions (information and communication technology, time management and cost management), background conditions (infrastructure of online stores), intervening conditions (sanctions and economic problems, and risk management), strategies ( The use of expert human resources and the use of influencers) has been the central phenomenon (social media marketing) and consequences (sustainability in the use of social networks, special value of the brand).
Conclusion: A number of indicators were also identified for each of the identified main categories. The results of the quantitative part showed that the proposed research model is valid.

Keywords

Main Subjects

References

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