Designing the model of social media strategic marketing using Interpretive Structural Modeling (ISM)

The ever-increasing expansion of social media by customers and their role in the development of strategic marketing insight has made the use of social media in marketing a priority for investment in the field of digital marketing. Despite the fact that social media marketing should be considered as a long-term marketing strategy, limited research has addressed this category from a strategic perspective; Therefore, the purpose of this research is to identify the components and indicators of strategic marketing of social media and finally to prioritize the components. The current research is applied mixed method. The research method is the focus group strategy in the qualitative section and structural-interpretive modeling (ISM) in the quantitative section. In the first stage of the research, in order to identify the strategic marketing components of social media, in addition to reviewing the research literature, the focus group method consisting of six experts has been used. In the second step, using the structural-interpretive modeling method, the relationships between the strategic marketing components of social media were analyzed and prioritized. The statistical population of both phases of the research are marketing experts in the field of social media. The research results indicate that the strategic marketing model of social media includes five components including process, platform, territory, governance and strategic alignment. The proposed model has four levels, which is the substrate dimension as the basis of the model and affects all dimensions, and other dimensions form the upper levels of the model.