نوع مقاله : مقاله پژوهشی
نویسندگان
گروه مدیریت بازرگانی،واحد بین المللی خرمشهر،دانشگاه آزاد اسلامی،خرمشهر،ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Purpose:: The purpose of this research is to provide a model that identifies the dimensions of social media marketing in chain stores based on economic and religious factors, and specifies their relationships and the sequence of actions.
Methodology: Accordingly, qualitative data were collected from 23 marketing and social media experts using the foundation data theory strategy. For data analysis, MaxQDA software was used to accurately perform three stages of primary, central, and selective coding.
Findings: Findings show that the social media marketing model can be checked and implemented in chain stores with six axes. These six axial codes are determined based on the axial coding paradigm introduced by Boehm (2004). The first variable that drives this type of marketing is the influencing factors, which are explained in four dimensions, including structural, managerial, store-related, and social media-related factors. After that, social media marketing in chain stores is discussed as a central phenomenon that covers the three dimensions of advertising, communication and electronic word-of-mouth promotion.
Conclusion: Contextual and interfering conditions that include a competitive atmosphere and globalization, as well as the governing context that contains religious and economic factors, affect social media marketing strategies. In the end, it is the marketing, economic and human resource measures that in the form of strategies lead to the formation of social media marketing outcomes. These outcomes include marketing, economic, and user-related consequences.
کلیدواژهها [English]
)