Identifying and Ranking the Challenges and Opportunities of Social Media Marketing

Q: How can I download an article?

To download an article from SID, first log in to the site, search for the article title, and click on the 'Download Article' option.

Q: How can I download an ISI article?

To download an ISI article on SID, enter the keyword or article title in the search bar, view the relevant results, click on the desired article, and select the 'Download Article' option.

Q: How can I access the SID database?

To access the SID database, visit SID.ir, create an account, and log in to access scientific resources.

Q: Is downloading articles from SID free?

Some articles on SID are available for free, while others require payment. Details are specified on the article's page.

Khaleghi Atefeh; MOEINI HOSSEIN; JAMIPOUR MONA

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

Journal Paper

Paper Information

Journal: New Marketing Research Journal Year:2019 | Volume:9 | Issue:1 (32) Page(s): 19-38

Download Full-Text

Persian Verion

View:

1,385

Download:

Cites:

Information Journal Paper

Title

Identifying and Ranking the Challenges and Opportunities of Social Media Marketing

Author(s)

Khaleghi Atefeh | MOEINI HOSSEIN | JAMIPOUR MONA | Issue Writer Certificate

Keywords

Social MediaQ1

Social Media MarketingQ1

Opportunities and ChallengesQ1

Abstract

Despite the increasing growth of investment in the field of Social Media marketing, identifying the challenges and opportunities of this new approach has been neglected in the marketing literature. Therefore, the purpose of this study is to identify and rank the Opportunities and Challenges of Social Media marketing. The research is done in two steps with a mixed method. In the first step, by a qualitative approach, the Opportunities and Challenges identified via experts and professionals in the field of Social Media marketing, and in the second step, in order to evaluate the findings of the qualitative section as well as ranking the Opportunities and Challenges, the quantitative approach and the questionnaire tool have been used. In the qualitative section, a stratified sampling method was used and in a quantitative part, a judgmental sampling method was used. In the qualitative step, data from 15 semi-structured interviews were analyzed by content analysis method. In the quantitative step, the data from 47 questionnaires were analyzed by Sign test and weighted average method. The results indicate that the most important opportunity for Social Media marketing is the accurate recognition of customer needs through Social Media, and the most important challenge is the distrust of the audience to the Social Media.

Cites

No record.

References

No record.

Cite

APA: Copy

Khaleghi, Atefeh, MOEINI, HOSSEIN, & JAMIPOUR, MONA. (2019). Identifying and Ranking the Challenges and Opportunities of Social Media Marketing. NEW MARKETING RESEARCH JOURNAL, 9(1 (32) ), 19-38. SID. https://sid.ir/paper/194480/en

Vancouver: Copy

Khaleghi Atefeh, MOEINI HOSSEIN, JAMIPOUR MONA. Identifying and Ranking the Challenges and Opportunities of Social Media Marketing. NEW MARKETING RESEARCH JOURNAL[Internet]. 2019;9(1 (32) ):19-38. Available from: https://sid.ir/paper/194480/en

IEEE: Copy

Atefeh Khaleghi, HOSSEIN MOEINI, and MONA JAMIPOUR, “Identifying and Ranking the Challenges and Opportunities of Social Media Marketing,” NEW MARKETING RESEARCH JOURNAL, vol. 9, no. 1 (32) , pp. 19–38, 2019, [Online]. Available: https://sid.ir/paper/194480/en

Related Journal Papers