Providing a model of influential factors on social marketing development in the Islamic Republic of Iran Broadcasting (IRIB)

One of the most important factors affecting the profitability and success of organizations and social media is paying attention to social marketing and its factors. The present study designs a model for the factors affecting the development of social marketing in the Islamic Republic of Iran Broadcasting. The present research consists of three parts in terms of applied purpose and in terms of research method. Part One (Identification of Indicators): This section examines and encodes interview data. Part 2 (Validation): In this part, Delphi method is used to validate the data. Part Three (Model Presentation): This part of the research deals with ranking, examining relationships, and presenting models using structural equations. The statistical population of this department is 250 employees and managers of the marketing department of the Islamic Republic of Iran Broadcasting, and the sample size was calculated for 152 people and the desired data was collected through a face-to-face questionnaire and randomly. Investigations show that the following six factors are respectively: customer-related factors with a regression coefficient of 0.878, management with a coefficient of 0.777, infrastructure with a coefficient of 0.712, content with a coefficient of 0.681, media with a coefficient of 0.675 0 and marketing with a coefficient of 0.405 is one of the main factors influencing the development of social marketing in the Islamic Republic of Iran Broadcasting. The results indicate that it is necessary to consider the customer's needs in the Islamic Republic of Iran Broadcasting.