Providing a social media marketing model for businesses (Case study: organic web links advertising on Instagram)

Document Type : Original Article

Authors

1 Islamic Azad University, Shahinshahr Branch, Isfahan, Iran

2 Assistant Professor, Department of Accounting, Islamic Azad University, Shahinshahr Branch, Isfahan, Iran

Abstract

This research was conducted with the aim of investigating and presenting a social media marketing model for businesses (case study: organic advertising of web links on Instagram). The method of this study has been descriptive of the correlation type in terms of implementation method. The community of this study is the managers of industrial companies in Baghdad, which include; He is the managing director, chairman of the board of directors, technical officer and quality control manager, commercial manager and factory manager. Among the 775 people of the community of managers, 258 people have been selected as a sample using Cochran's formula. Random sampling method is available. The information was collected by library and field methods and a standard questionnaire was used to collect the information. Statistical data analysis tools in this study include SPSS and SMART PLS. The results of the research show that the influence of the scope of social media use on the social media marketing of businesses is positive, and the influence of the culture of using social media on the social media marketing of businesses is positive. The effect of the structure of social media use on the social media marketing of businesses is positive, and the influence of the governance of social media use on the social media marketing of businesses is positive. In general, the results of research in the field of business and management emphasize empowerment and creating open communication channels.

Keywords

Main Subjects

References

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New Applied Studies in Management, Economics & Accounting
Volume 6, Issue 3
September 2023
Pages 104-114

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History

  • Receive Date: 23 April 2023
  • Revise Date: 02 June 2023
  • Accept Date: 13 July 2023

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