Document Type : Research Paper
Authors
1
Doctoral student of Business Administration, Department of Management, Mubarakeh Branch, Islamic Azad University, Isfahan, Iran.
2
Management Department, Dolatabad Branch, Islamic Azad University, Isfahan, Iran.
3
Assistant Professor, Department of Management, Mubarakeh Unit, Islamic Azad University, Isfahan, Iran.
4
. Assistant Professor, Sobi School of Business, University of Santa Maria, Nova Scotia, Canada.
10.22059/jibm.2024.376776.4792
Abstract
With the increasing role of social networks in people's lives, small and large business owners have accepted social networks as a powerful medium. Since content marketing, as one of the new marketing methods, plays a key role in introducing the brand and promoting interaction with customers, the research This study was conducted with the aim of identifying strategic variables affecting social media content to improve consumer interaction with the brand in the LinkedIn social network... because LinkedIn is one of the most important platforms for networking. This social network, like other social networks and similar platforms, is not just for building friendships and expanding social connections; Rather, its main use is building and reviving strategic relationships for the purpose of improving job status. Therefore, the number of your connections and connections with different people is not so important; In contrast, the type of communication you have with others is important. Despite this, in our country, this social network has not been able to find its desired place in people's lives, and after all, culture building in this field has not been done, and producers of products and services cannot benefit from this network. This can be due to ignorance. producers of this tool. And for the purposes of the present research, this could be the producers' ignorance of this tool. Therefore, the current research was conducted on this social network. This research is analytical-exploratory and to identify the key components for extracting its compatible scenarios, the Micmac method has been used for data analysis. . The statistical population in this research is people who do social media activities to communicate with brands and the time range of those people who are active at the time of the research. Sampling method: - Selection of experts: 15 LinkedIn experts have been selected according to their special expertise and experience in the field of social media content production and interaction with brands. - Non-random sampling: according to the special expertise and experience of the people, the selection of the sample was done through direct contact with the people in question. 3. Sample size: - Number of samples: 15 LinkedIn experts. Data were collected through semi-structured interviews and analyzed using MAXQDA software. The results of the research showed that 29 key variables have an effect on social media content to improve consumer interaction with the brand. These variables were classified into 5 main categories including service characteristics, management factors, customer factors, professional understanding and market factors. Also, 13 of these variables were considered as drivers and future-making or strategic variables. The results of this research show that content marketing can be used as an efficient tool to improve interaction with customers. Identifying strategic variables affecting social media content can help organizations in formulating content marketing strategies and producing appropriate content for greater interaction with audiences.
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