Identify the Success Factors of Social Media (Marketing Perspective)
The social media of an organization helps marketing managers establish a long lasting relationship and powerful interactions with their customers. These interactions help them determine customers’ needs and provide products according to them. Therefore, this process results in increased sales, profitability and strengthening their brand name. So an organization’s social media must be able to attract customers and harmonize them with organization’s activity. In the current study we tried to determine the social media success factors from the viewpoint of Iranian audience. The researcher while checking the national and international scientific sources couldn’t find any evidence of a social media success factor’s model. So we tried to provide a model for social media success factors. The researcher made this model with focus on Allameh Tabatabai university students, through questionnaire, factor analysis and structural models. Results showed that security, attractive content, reputation, interaction and communication factors have positive influence on social media success.