Presenting a model for the development of electronic marketing activities in the context of social media to increase the brand equity of Iraqi telecommunications companies

Introduction

In today's world, 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 should also take advantage of this opportunity to develop their marketing activities. Developing electronic marketing activities on social media enables telecommunications companies to directly and effectively reach their customers throughout Iraq. Brands of telecommunications companies 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 telecommunications companies 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. Based on the aforementioned points, the present research aims to provide a model for the development of 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. In this study, the data collection tool used was semi-structured in-depth interviews with academic experts and executive professionals of Iraqi telecommunications companies. A total of 25 interviews were conducted, and through iterative interviews, the necessary data was 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.

Discussion and Results

According to the findings, the research paradigm model includes causal conditions (cost management, social factors, social media features, technological factors, creativity and innovation, structural factors); Background conditions (communication and information technology; factors related to government and politics; globalization; economic conditions; legal and enforcement restrictions); central phenomenon (entertainment, word of mouth, up-to-dateness, customization, interactivity); Intervening conditions (technical limitations; cultural limitations; branding costs); and strategies (marketing measures, economic measures, technological measures, security measures, legal measures, management measures) that the implementation of strategies for the development of electronic marketing activities in social networks can have consequences such as brand awareness, perceived quality, brand image, brand loyalty, and have market development.

Conclusion

By considering the proposed research model as an action plan, marketing managers can take steps to improve brand equity by providing quality services through social media.