نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت بازرگانی، دانشکده مدیریت و حسابداری، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران.
2 گروه مدیریت بازرگانی، واحد قزوین، دانشگاه آزاد اسلامی، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Purpose: With the widespread use of social media and the access and presence of all sections of society in virtual platforms, the movement from traditional markets to virtual and internet markets is taking place. Marketing in any country originates from the economic system of that country, therefore, due to the Islamic nature of the economic foundations of Iran, compliance with Islamic norms should be considered as much as possible. The successful encounter of businesses with social networks and taking advantage of competitors, taking into account Islamic principles, requires the identification of effective factors on the marketing of this field.
Methodology: In this fundamental study, an attempt has been made to identify and classify social network marketing infrastructure factors with a mixed method. In the qualitative part, the content analysis method has been used, and the categories have been extracted by analyzing the opinions of the elites, as well as by reviewing the authentic books and articles in the field of digital marketing with the help of Maxqda software, after presenting a model, in the quantitative phase, confirmatory factor analysis with Lisrel software has been used to validate the factors found. Targeted sampling was used in the qualitative section and cluster sampling was used in the quantitative section with a sample size of 400 customers of social networks.
Conclusion: The results show the existence of a causal relationship between marketing planning, content marketing, security, service and support, partnership and communication with customers, and attractiveness and brevity with social network marketing.
کلیدواژه‌ها [English]
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