Document Type : Original Article


1 Ph.D. student in Department of Management, Faculty of Humanities, Hamedan Islamic Azad University, Hamedan, Iran

2 Ilam University, Department of Business Administration, Faculty of Human Sciences, Ilam University, Ilam, Iran.

3 Department of Management, Hamedan Branch, Islamic Azad University, Hamedan, Iran

4 Faculty of Management & Accounting, Bu-Ali Sina University, Hamedan, Iran



Purpose: The purpose of the research is to understand the cross media electronic marketing process. In fact, with the emergence of virtual organizations, social network media marketing has become a basic need for the possibility of movement and continued development.

Tools and methods: The method used is foundational data analysis. Sampling method is selected by targeted or snowball method. The qualitative part of this study was conducted based on the views of 24 university professors, marketing activists, experts and elites, and managers and employees of insurance companies. Collected interviews were analyzed in MAXQDA software.

Findings: To achieve this goal, the collected interviews are evaluated using different coding methods as the main process. The interviews were entered into the MAXQDA software. Coding in data theory methodology is a process of conceptual abstraction by assigning general concepts (codes) to individual occurrences in the data. Based on the analysis of the foundation's data, 104 primary codes, 18 core categories have been made in 6 categories of the foundation's data.

Conclusion: With the emergence of electronic commerce, organizations are changing their business. The proposed model shows that the digital era has changed the expectations of customers from communication with brands. Before social networks, mass media communication channels such as television and radio to brand managers. It allowed them to communicate with consumers.


Main Subjects