Document Type : Original Article
Authors
1
PhD student, Department of Business Administration, Central Tehran Branch, Islamic Azad University, Tehran, Iran
2
Assistant Professor, Department of Business Administration, Central Tehran Branch, Islamic Azad University, Tehran, Iran
3
Associate Professor, Department of Business Administration, Central Tehran Branch, Islamic Azad University, Tehran, Iran
Abstract
Purpose: This study presents and explains an effective social media advertising model emphasizing relationship marketing. Accordingly, the conceptualization of social media advertising, the effective factors, and operational strategies to improve the relationship marketing process has been considered for restaurant chains.
Method: due to the exploratory nature of the research, the grounded theory method is used. The theoretical sampling method is applied. To achieve theoretical saturation, the main data collection method is in-depth interviews with several restaurant chain managers, their customers, and academic experts. Ten interviews were administered. The written interviews codes are analyzed once information is collected.
Findings: after performing three stages of open, axial, and selective coding, the final model consists of 6 general categories, 18 subcategories, and 78 main concepts.
Conclusion: The findings show that managers should pay attention to all categories and subcategories in this study and the necessary information for effective social media advertising success, emphasizing relationship marketing. In addition, this study demonstrates the need to pay attention to effective social media advertising, emphasizing relationship marketing.
Keywords
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