Designing a Customer Participation Model in Social Media Marketing (Case Study: Beauty Services of Skin and Hair)

Document Type : Research Paper


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

2 Assistant Prof., Department of Business Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran.

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


This study aimed to design a customer participation model in social media marketing of clinics providing beauty services for skin and hair.
The current research has a qualitative approach and was applied in terms of objective and was carried out systematically with the grounded theory method. Sampling in this research is theoretical sampling. The data was collected and coded through the interview tool and with the help of MAXQDA software. The statistical population includes specialists and marketing experts active in the field of social media and skin and hair beauty services. The sampling method of this research is targeted and snowball sampling was used, and 17 people were selected using this sampling method. This research used the interview tool to collect people's views.
Causal conditions (such as management factors, and professional factors related to beauty services), underlying conditions (such as cultural, legal, and religious factors), strategies (such as social media-related actions and customers), and outcomes (such as customer loyalty, participation in creating new content and products, and promotion of customer's emotional commitment) affect customer participation in social media marketing of clinics providing beauty services for skin and hair.
The current limitation of social media marketing in Iran has been affected by various conditions, which is far from the ideal situation. The use of some strategies provides the possibility of achieving the desired situation and can have favorable results to a large extent.


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