Providing a social media marketing model to increase return on investment in the Tehran dairy industry

Abstract

Through the use of a mixed (qualitative-quantitative) approach, this study aimed to provide a social media marketing model to increase return on investment in the Tehran dairy industry. The statistical population in the qualitative part of the study included experts of Tehran diary industry. Targeted sampling was used as sampling method in this part, which continued till theoretical saturation was achieved. In the quantitative part, the statistical population included the customers of Tehran diary Industry, who were 384 people and were selected using Cochran's formula. Semi-structured interview and Likert scale questionnaire were used to collect data. For data analysis in the qualitative part, grounded theory was used to identify the indicators of the social media marketing model through MAXQDA software. Then, the initial model was designed using structural-interpretive modeling and MICMAC software. Structural equation modeling and LISREL software were used to validate and present the final model. The research findings indicated that the components of knowledge management, customer needs’ assessment and customer engagement are the underlying components of the model that affect strategic marketing, competitive advantage, financial and non-financial performance as well as the return of the investment and lead to media effectiveness and customer loyalty.