Document Type : Original Article
Authors
1 PhD Candidate in Marketing Management, Department of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran
2 Assistant Professor, Department of Business Management, Zanjan Branch, Islamic Azad University, Zanjan, Iran
3 Assistant Professor, Department of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran
Abstract
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).
Keywords
Main Subjects
)