Document Type : Original Article

Authors

• Mohammad Nazari Hosseinabad ¹
• Mohammad haghighi ²
• Kambiz Shahroodi ³

¹ Ph.D. Candidate in Marketing, Business Management Department, Rasht branch, Islamic Azad University, Iran.

² Faculty Member of the Business Management Department, Tehran University, Tehran, Iran

³ Department of Management and Accounting, Rasht Branch, Islamic Azad University, Rasht, Iran

Abstract

Social networks marketing based on gaining a competitive advantage is considered one of the most important organizational phenomena in most countries. Many factors are effective in social network marketing based on gaining a competitive advantage. Many kinds of research have been conducted in the field of social network marketing and the factors affecting it, but so far, comprehensive research that includes all these factors and identifies the relationship between them based on gaining a competitive advantage has not been presented. The purpose of this research is to identify the factors affecting social networks marketing based on gaining a competitive advantage and designing a model related to the communication between them. The research is a kind of exploratory mixed research and includes two qualitative and qualitative-quantitative sections. In the qualitative part, first by reviewing the literature in the field of social network marketing and using the meta-combination method, the factors affecting it were identified and divided into three categories. Using the interpretative structural modeling analytical method, the relationships between these factors were determined and analyzed in an integrated manner. In the modeling section, a questionnaire was distributed among experts selected by snowball sampling.

Keywords

• Social Network Marketing
• Competitive Advantage
• Interpretive Structural Modeling
• Travel Service Startups

Main Subjects

• Digital Content Management