A Relationship Marketing Model Based on National Social Media

Abolfazl Taheri; Saeid Eslami; Reza Eslami

Authors

Abolfazl Taheri Department of Media Management, Ya. C., Islamic Azad University, Yazd, Iran Author https://orcid.org/0009-0007-9411-615X
Saeid Eslami Department of Media Management, Ya. C., Islamic Azad University, Yazd, Iran https://orcid.org/0000-0001-8902-4153
Reza Eslami Department of Media Management, Ya. C., Islamic Azad University, Yazd, Iran Author https://orcid.org/0000-0002-4555-1549

Keywords:

Relationship Marketing, National Social Media, Structural Equation Modeling, Thematic Analysis

Abstract

The present study aimed to develop a relationship marketing model based on national social media. In terms of purpose, this study was applied, and in terms of the data collection process, it was a descriptive and field study employing both qualitative and quantitative approaches. The participants in the qualitative phase consisted of experts familiar with the research topic. A minimum of 10 participants was initially considered for structured interviews, with sampling continuing until theoretical saturation was reached; ultimately, 25 participants were included in this phase. The statistical population of the quantitative phase consisted of marketing experts and managers working in food manufacturing companies. Using simple random sampling and Cochran’s formula, the sample size was determined to be 384 participants. The qualitative data were analyzed using MAXQDA 24 software, while the quantitative data were analyzed through structural equation modeling (SEM). Based on the analyses, five main dimensions were identified. Branding comprised brand awareness, brand image, brand equity, brand development, brand experience creation, and brand identity. Content marketing comprised education, content production, guidelines and instructions, differentiation, appropriate content, mental engagement, and audience building. Information technology comprised software and hardware, human resources, support networks, deployment, effective utilization, and technology localization. Advertising comprised search engines, value creation, support, information dissemination, and innovation. Interaction comprised public relations, criticisms and suggestions, feedback acquisition, motivation, sharing, membership, and loyalty. The overall fit of the research model was highly satisfactory and was therefore confirmed.

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