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Shahmohamadi, Mahshid, Lotfizadeh, Fereshte, Rahchamani, Ahmad. (1402). Providing a Framework for Innovative Social Media Marketing Strategies. سامانه مدیریت نشریات علمی, (), -. doi: 10.22054/dcm.2023.71756.1180
Mahshid Shahmohamadi; Fereshte Lotfizadeh; Ahmad Rahchamani. "Providing a Framework for Innovative Social Media Marketing Strategies". سامانه مدیریت نشریات علمی, , , 1402, -. doi: 10.22054/dcm.2023.71756.1180
Shahmohamadi, Mahshid, Lotfizadeh, Fereshte, Rahchamani, Ahmad. (1402). 'Providing a Framework for Innovative Social Media Marketing Strategies', سامانه مدیریت نشریات علمی, (), pp. -. doi: 10.22054/dcm.2023.71756.1180
Shahmohamadi, Mahshid, Lotfizadeh, Fereshte, Rahchamani, Ahmad. Providing a Framework for Innovative Social Media Marketing Strategies. سامانه مدیریت نشریات علمی, 1402; (): -. doi: 10.22054/dcm.2023.71756.1180

Providing a Framework for Innovative Social Media Marketing Strategies

International Journal of Digital Content Management
مقالات آماده انتشار، پذیرفته شده، انتشار آنلاین از تاریخ 03 مهر 1402
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22054/dcm.2023.71756.1180
نویسندگان
Mahshid Shahmohamadi1؛ Fereshte Lotfizadeh* 2؛ Ahmad Rahchamani3
1PhD Candidate in Marketing Management, Department of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran
2Assistant Professor, Department of Business Management, Zanjan Branch, Islamic Azad University, Zanjan, Iran
3Assistant Professor, Department of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran
چکیده
The current research has been done with the aim of providing a framework for innovative social media marketing strategies to deal with the effects of health crises on small and medium-sized companies. This research is applied in terms of purpose, based on a survey-exploratory approach , and typically it is qualitative. The statistical population of this research was a group of experts in the fields of urban management and human resources management, from whom a statistical sample was selected and interviewed based on the theoretical sampling method. Selection of experts and conducting interviews with them continued until theoretical saturation was reached and then it was stopped. Finally, this method involved an interview with 15 experts. The approach adopted in this research to analyze the interviews was content analysis. At last, the results of the research led to the presentation of a comprehensive model consisting of five main themes and eighteen sub-themes including the following: Driving factors (online brand communities, social listening), customer participation marketing, prosumer (producer-consumer) influencer marketing, gamification; Strategic factors (increasing engagement, product/service development, increasing brand awareness, creating word-of-mouth advertising, increasing brand credibility); Facilitating factors (brand associations, strengthening brand identity); primary outcomes (correctly understanding consumer needs and opinions, creating value for consumers); Secondary outcomes (market development and new customer acquisition, sales promotion, loyalty promotion).
کلیدواژه‌ها
Digital Marketing؛ Social Media؛ Innovative Strategies؛ Health Crises؛ Small and Medium Enterprises
آمار
تعداد مشاهده مقاله: 102


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