Implementation of digital marketing policy in the field of social networks With a data foundation approach

Subject Areas : Public Policy In Administration

nadia mohseni ¹ , ali norozi mobarake ² , abdalah naami ³ , mohamad reza kashefi neyshabori ⁴

1 - Department of Management, Kish International Branch, Islamic Azad University, Kish Island, Iran
2 - Assistant Professor of Management, Payame Noor University, Tehran, Iran
3 - Assistant Professor, Department of Business Management, South Tehran Branch, Islamic Azad University, Tehran, Iran
4 - Assistant Professor, Department of Financial Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2022-05-18 Accepted : 2022-06-28 Published : 2022-06-22

Keywords: food and health apps, policy, hybrid approach, Social media, Digital Marketing,

Abstract :

Background and Aim: This study aims to implement a digital marketing policy in the field of social networks with a data foundation approach.Method: The present study was conducted by qualitative method and to construct a paradigm model of accurate interviews related to data-based theory with samples that were selected using snowball sampling method from all prominent academic experts, managers and experts of companies. شد. In the paradigm model of data-based theory, the main phenomenon of this research is the process of developing a digital marketing model in the field of social networks, taking into account the customer experience.Findings: According to the dimensions of the subject and related studies, it was concluded that values ​​(infrastructure, market orientation, entrepreneurship, innovation), skills (hardware and software) and marketing are effective factors in digital marketing. This impact will be more effective with factors such as business purpose, learning-based empowerment, communication pattern and customer relationship.Conclusion: The results showed that; Given the activity of a large part of the community on social platforms such as Telegram, Instagram, Twitter, presence and marketing on social media, it will be useful for almost any business.

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