A Paradigm Model of Social Media Marketing Outcomes in Online Retail Stores

Document Type : Research Paper

Authors

1 PhD Candidate, Department of Business Management, Babol Branch, Islamic Azad University, Babol, Iran.

2 Assistant Prof., Department of Accounting and Management, Payame Noor University, Tehran, Iran.

3 Assistant Prof., Department of Business Management, Babol Branch, Islamic Azad University, Babol, Iran.

10.22059/jibm.2024.377862.4799

Abstract

Objective
In recent years, online retail stores in Iran have experienced remarkable growth, emerging as a major platform for the distribution of goods and services. Beyond their expanding share of the retail market, these stores-empowered by digital technologies—have transformed the way customers engage with businesses. At the same time, the rapid expansion of the internet has given rise to new marketing approaches under the umbrella of social media marketing, which has become one of the most influential factors shaping the behavior of both consumers and business owners. The purpose of this study is to identify and conceptualize the key dimensions that influence social media marketing outcomes in online retail stores.
 
Methodology
This research adopts a qualitative, applied, and exploratory approach. Participants included advertising managers, online store executives active on social networks, and university scholars specializing in marketing and digital commerce. Data were collected through purposive sampling and semi-structured interviews with 13 experts who possessed direct experience with the study topic. The grounded theory method was employed to extract and categorize the factors influencing social network marketing outcomes.
 
Findings
Qualitative data analysis revealed six main categories: causal conditions, contextual factors, strategies, core phenomenon, intervening conditions, and outcomes. In terms of contextual conditions, two primary elements were identified: social media marketing goals and social media capabilities. With respect to causal conditions, the study recognized two major factors—namely, the current social network marketing processes of businesses and the effectiveness of their existing social network marketing practices. Regarding the core phenomenon, defined as social network marketing outcomes, two key indicators emerged: the determination of marketing programs within social networks and the identification of marketing advantages achieved through social networks. Furthermore, strategic approaches and actions were found to include online word-of-mouth marketing, content marketing, and influencer marketing. The intervening conditions influencing these processes consisted of business policies, managerial characteristics, government media policymaking, and communication infrastructures. Finally, the outcomes of social network marketing in online retail stores were categorized into three principal dimensions: behavioral, cognitive, and emotional outcomes.
 
Conclusion
The findings provide novel insights into the mechanisms and consequences of social network marketing in Iran’s online retail sector. Notably, the study identifies three primary outcome dimensions—behavioral, cognitive, and emotional—that have received limited attention in previous research. These results contribute to the theoretical understanding of digital marketing outcomes and offer practical guidance for developing more effective social network marketing strategies in the online retail industry.
 
 

Keywords

Main Subjects

References

 
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Journal of Business Management
Volume 17, Issue 4
2025
Pages 1139-1173

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