Journal of Advertising and Sales Management

Journal of Advertising and Sales Management

The success of the company's social network marketing activities with an emphasis on the company's characteristics integrity and accountability

Authors
Hamid Khazaiezadeh 1
Fereshteh LotfiZadeh 2
mohammad ali abdolvand 3
Rahim Mohtaram 4
1 PhD student, Department of Business Administration, U.A.E Branch, Islamic Azad University, Dubai, United Arab Emirates.
2 Associate Professor, Department of Business Management, Zanjan University, Islamic Azad University, Zanjan, Iran
3 Assistant Professor, Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran,
4 Associate Professor, Department of Business Management, Faculty of Management and Economics, Islamic Azad University, Science and Research Branch, Tehran, Iran
10.52547/JABM.3.2.156335
Abstract
In general, the use of organic food has an essential role in food security and the health of the community, which requires proper information and awareness, so the question arises of how to identify the potential and actual capacity of organic food production, especially in the city of Tehran which provided the ground for its development and prosperity. In this research, effective factors in the viral marketing of organic food have been identified, modeled, and weighted. By reviewing 90 scientific papers using the Meta-synthesis approach affecting factors were identified. Then the TISM based on experts' opinions was used to determine the model. Finally, by implementing the FANP, ranking and determining the importance of the factors done. Based on the analysis, it was determined that nine factors affect the viral marketing of organic food. These factors were classified in an interpretive model with five levels. The first level is the market conditions, the second level is the target society, the third level is technology and price, the fourth level is the consumer, the presentation method (implementation), and value creation, and finally, the fifth level is desire (motivation) and trust. Also, using FANP, it was determined that the presentation method, the value of the message, and the consumer are the most important, and the factors of price and market conditions were ranked second. This result shows that in attracting the customer, the necessary information should be given to the customer so that he has full knowledge of the product.
Keywords
Marketing activities
social networks
company characteristics

Subjects

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Journal of Advertising and Sales Management
Volume 4, Issue 2 - Serial Number 14
Summer 2023
Pages 448-461