Social Media’s Role in Achieving Marketing Goals in Iran during the COVID-19 Pandemic
<p dir="ltr">This article explores the impact of social media (SM) on the marketing goals of organizations in Iran during the COVID-19 pandemic. We examine the extent to which firms utilize social media marketing to promote their products in Iran compared to the pre-COVID-19 era. The...
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2022
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| _version_ | 1864513506509848576 |
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| author | Atefeh Naseri (17388525) |
| author2 | Vahid Kayvanfar (17876921) Shaya Sheikh (19517575) Frank Werner (5230592) |
| author2_role | author author author |
| author_facet | Atefeh Naseri (17388525) Vahid Kayvanfar (17876921) Shaya Sheikh (19517575) Frank Werner (5230592) |
| author_role | author |
| dc.creator.none.fl_str_mv | Atefeh Naseri (17388525) Vahid Kayvanfar (17876921) Shaya Sheikh (19517575) Frank Werner (5230592) |
| dc.date.none.fl_str_mv | 2022-11-11T09:00:00Z |
| dc.identifier.none.fl_str_mv | 10.3390/socsci11110512 |
| dc.relation.none.fl_str_mv | https://figshare.com/articles/journal_contribution/Social_Media_s_Role_in_Achieving_Marketing_Goals_in_Iran_during_the_COVID-19_Pandemic/26889367 |
| dc.rights.none.fl_str_mv | CC BY 4.0 info:eu-repo/semantics/openAccess |
| dc.subject.none.fl_str_mv | Commerce, management, tourism and services Marketing Information and computing sciences Data management and data science Human-centred computing social media pandemic marketing social media analysis COVID-19 |
| dc.title.none.fl_str_mv | Social Media’s Role in Achieving Marketing Goals in Iran during the COVID-19 Pandemic |
| dc.type.none.fl_str_mv | Text Journal contribution info:eu-repo/semantics/publishedVersion text contribution to journal |
| description | <p dir="ltr">This article explores the impact of social media (SM) on the marketing goals of organizations in Iran during the COVID-19 pandemic. We examine the extent to which firms utilize social media marketing to promote their products in Iran compared to the pre-COVID-19 era. The validity and reliability of the 279 survey results are confirmed using internal and external validity and Cronbach’s alpha. The results show that there is a significant positive relationship between the use of SM and the distraction level. Moreover, the gender of the marketer has an impact on the perceived usefulness and application of SM. Finally, a positive effect of working hours per day on the SM usage and the marketing performance is observed. Despite a negative distraction effect, there is no evidence of reduced marketing performance. This research could help organizations to influence the purchasing processes of customers more effectively and at a lower cost.</p><h2>Other Information</h2><p dir="ltr">Published in: Social Sciences<br>License: <a href="https://creativecommons.org/licenses/by/4.0/" target="_blank">https://creativecommons.org/licenses/by/4.0/</a><br>See article on publisher's website: <a href="https://dx.doi.org/10.3390/socsci11110512" target="_blank">https://dx.doi.org/10.3390/socsci11110512</a></p> |
| eu_rights_str_mv | openAccess |
| id | Manara2_15864daf50dcf4459f45b2c50528a567 |
| identifier_str_mv | 10.3390/socsci11110512 |
| network_acronym_str | Manara2 |
| network_name_str | Manara2 |
| oai_identifier_str | oai:figshare.com:article/26889367 |
| publishDate | 2022 |
| repository.mail.fl_str_mv | |
| repository.name.fl_str_mv | |
| repository_id_str | |
| rights_invalid_str_mv | CC BY 4.0 |
| spelling | Social Media’s Role in Achieving Marketing Goals in Iran during the COVID-19 PandemicAtefeh Naseri (17388525)Vahid Kayvanfar (17876921)Shaya Sheikh (19517575)Frank Werner (5230592)Commerce, management, tourism and servicesMarketingInformation and computing sciencesData management and data scienceHuman-centred computingsocial mediapandemicmarketingsocial media analysisCOVID-19<p dir="ltr">This article explores the impact of social media (SM) on the marketing goals of organizations in Iran during the COVID-19 pandemic. We examine the extent to which firms utilize social media marketing to promote their products in Iran compared to the pre-COVID-19 era. The validity and reliability of the 279 survey results are confirmed using internal and external validity and Cronbach’s alpha. The results show that there is a significant positive relationship between the use of SM and the distraction level. Moreover, the gender of the marketer has an impact on the perceived usefulness and application of SM. Finally, a positive effect of working hours per day on the SM usage and the marketing performance is observed. Despite a negative distraction effect, there is no evidence of reduced marketing performance. This research could help organizations to influence the purchasing processes of customers more effectively and at a lower cost.</p><h2>Other Information</h2><p dir="ltr">Published in: Social Sciences<br>License: <a href="https://creativecommons.org/licenses/by/4.0/" target="_blank">https://creativecommons.org/licenses/by/4.0/</a><br>See article on publisher's website: <a href="https://dx.doi.org/10.3390/socsci11110512" target="_blank">https://dx.doi.org/10.3390/socsci11110512</a></p>2022-11-11T09:00:00ZTextJournal contributioninfo:eu-repo/semantics/publishedVersiontextcontribution to journal10.3390/socsci11110512https://figshare.com/articles/journal_contribution/Social_Media_s_Role_in_Achieving_Marketing_Goals_in_Iran_during_the_COVID-19_Pandemic/26889367CC BY 4.0info:eu-repo/semantics/openAccessoai:figshare.com:article/268893672022-11-11T09:00:00Z |
| spellingShingle | Social Media’s Role in Achieving Marketing Goals in Iran during the COVID-19 Pandemic Atefeh Naseri (17388525) Commerce, management, tourism and services Marketing Information and computing sciences Data management and data science Human-centred computing social media pandemic marketing social media analysis COVID-19 |
| status_str | publishedVersion |
| title | Social Media’s Role in Achieving Marketing Goals in Iran during the COVID-19 Pandemic |
| title_full | Social Media’s Role in Achieving Marketing Goals in Iran during the COVID-19 Pandemic |
| title_fullStr | Social Media’s Role in Achieving Marketing Goals in Iran during the COVID-19 Pandemic |
| title_full_unstemmed | Social Media’s Role in Achieving Marketing Goals in Iran during the COVID-19 Pandemic |
| title_short | Social Media’s Role in Achieving Marketing Goals in Iran during the COVID-19 Pandemic |
| title_sort | Social Media’s Role in Achieving Marketing Goals in Iran during the COVID-19 Pandemic |
| topic | Commerce, management, tourism and services Marketing Information and computing sciences Data management and data science Human-centred computing social media pandemic marketing social media analysis COVID-19 |