Compilation of the native model of social media marketing for online stores

The main purpose of this research is to develop a native model of social media marketing for online stores, so the current research is in the scope of developmental research. The statistical population of this research included 10 marketing experts and university professors who were selected purposefully and non-randomly, based on reaching theoretical saturation. A semi-structured interview was used to collect data. The data obtained from the interview was done in three stages of open coding, central coding and selective coding through database theory. Max QDA version 20 software was used for data analysis. From all the indicators obtained from the qualitative analysis of 10 interviews, 11 categories and 52 indicators have been used to formulate the native model of social media marketing of online stores. The result of data analysis has been presenting a paradigmatic model including six components of causal conditions (information and communication technology, time management and cost management), background conditions (infrastructure of online stores), intervening conditions (sanctions and economic problems, and risk management), strategies (use of expert manpower and the use of influencers), the central phenomenon (social media marketing), and consequences (sustainability in the use of social networks, special value of the brand). A number of indicators were also identified for each of the identified main categories.