The strategic impact of social media marketing on marketing performance

In this study, the strategic impact of social media marketing on marketing performance based on the theoretical model of Toffs and Wayne (2019) has been investigated. Accordingly, the statistical population of the present study, which is descriptive-survey in terms of applied purpose,ll managers have formed companies located in Sari Science and Technology Park in 1400. 57 managers have been selected by census method to distribute data collection toolsData were collected using a questionnaire adapted from the Latin source of the research in the form of 23 questions, which while confirming the content validity of all parts of the final questionnaire, their reliability was also accepted using Cronbach's alpha coefficient. Based on this, data analysis and hypothesis testing using SPSS and PLS software showed that,Social media strategy, active presence, customer engagement initiatives, social media analysis affect social media performance. Social media performance affects marketing performance.