Designing and presenting a fuzzy cognitive model to increase the performance of e-marketing in online social networks (Case study: Saderat Bank)

The success and effectiveness of e-marketing programs is achieved when the organization can act in accordance with a precise pre-designed marketing strategy which is the result of examining theoretical models in the research literature. Literature review showed that there is no Fuzzy Cognitive model to increase the performance of e-marketing in online social networks; therefore the aim of this study was to design a fuzzy cognitive map to increase the performance of e-marketing in online social networks. The research method was descriptive and in terms of data collection and analysis method was descriptive survey. Literature review and research background were used to identify and select model factors. To analyze the research data, fuzzy cognitive mapping (FCM) method and FCMapper software were used and finally, fuzzy cognitive mapping to increase the performance of e-marketing in the online social networks of the research was presented. Results showed that the factor of "creating entertainment for users and customers" with a degree of centrality of 8.69 has the highest degree of centrality and according to the priority of weights, has the highest importance among the factors related to increasing the performance of e-marketing in online social networks. The factor of "increasing interaction with customers and users" with a degree of centrality of 7.70 was in the second place of importance. Also, the factor of "increasing investment in social media marketing due to higher return on investment than other methods" with a degree of centrality of 7.61 was also ranked third in importance