Presenting a Model for Developing Electronic Marketing Activities on Social Media to Enhance Brand Equity of Telecommunication Companies in Iraq

Document Type : Research Paper

Authors

1 Instructor, Department of Marketing Management, Faculty of Management and Economics, Karbala University, Karbala, Iraq.

2 Prof., Department of Marketing Management and Business Strategy, Faculty of Management, College of Management, University of Tehran, Tehran, Iran.

3 Associate Prof., Department of Marketing Management and Business Strategy, Faculty of Management, College of Management, University of Tehran, Tehran, Iran.

10.22059/jibm.2024.366650.4680

Abstract

Objective
Social media plays a crucial role in the communication between companies and their customers. With the growing use of these platforms in various societies, telecommunications companies need to develop their marketing activities. Developing electronic marketing activities on social media enables Iraqi telecommunications companies to directly and effectively reach their customers. They can establish direct communication with their customers and provide them with relevant information about their products and services by actively engaging on social media. Moreover, utilizing social media allows them to establish two-way communication with their customers and receive their opinions and feedback. This enables telecommunications companies to improve their services and keep their customers satisfied. This study aims to propose a model for developing electronic marketing activities on social media to enhance the brand value of Iraqi telecommunications companies.
 
Methodology
The present research is based on the interpretive paradigm and is qualitative in nature. ِata were collected through semi-structured in-depth interviews with academic experts and executives from Iraqi telecommunications companies. A total of 25 interviews were conducted, and through iterative interviews, the necessary data were collected until theoretical saturation of opinions was achieved. For data analysis, a systematic approach based on grounded theory was chosen. This approach focuses on analyzing the data and discovering patterns and concepts. The data analysis was carried out in three stages: open coding, axial coding, and selective coding. In the open coding stage, the data was divided into smaller units and coded in terms of key terms and concepts. In the axial coding stage, similar and related codes were grouped under common categories to identify further patterns and concepts. Finally, in the selective coding stage, the most important and relevant codes and concepts were selected, and the final analysis was conducted based on them. This research method allows for a deeper and more detailed understanding of the experiences and perspectives of the experts, providing a better understanding of the topic of developing electronic marketing activities on social media to enhance the brand value of Iraqi telecommunications companies.
 
Findings
"According to the findings, the research paradigm model comprises causal conditions (cost management, social factors, social media features, technological factors, creativity and innovation, structural factors); background conditions (communication and information technology, government and political factors, globalization, economic conditions, legal and enforcement restrictions); the central phenomenon (entertainment, word of mouth, up-to-dateness, customization, interactivity); intervening conditions (technical limitations, cultural limitations, branding costs); and strategies (marketing, economic, technological, security, legal, and management measures). Implementing these strategies for developing electronic marketing activities on social media can lead to outcomes such as increased brand awareness, perceived quality, brand image, brand loyalty, and overall market development.
 
Conclusion
By considering the proposed research model as an action plan, enhance brand equity by delivering high-quality services through social media.

Keywords

Main Subjects

References

 
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Journal of Business Management
Volume 17, Issue 4
2025
Pages 1206-1230

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