ارائه مدل بازاریابی رسانه‌های اجتماعی مبتنی بر جذب مشتریان (مورد مطالعه: صندوق کارآفرینی امید)

Objective
Social media has become a pervasive communication tool that creates connections and opportunities for interaction with customers. This expansion and pervasiveness has also transformed consumer behavior and decision-making processes, and companies should use these media to achieve their marketing goals and integrate them with their marketing strategies. Omid Entrepreneurship Fund is one of the institutions that, in line with its mission, can attract more customers by using the tools provided by social media. For this organization, more customers mean an increase in the number of entrepreneurs and, consequently, economic growth and prosperity, job creation, and increased dynamism in business. This fund is a non-governmental institution with legal and independent personality. The purpose of this fund, pursuant to Article 6 of its statute, is to mobilize financial resources and provide facilities to individuals, especially in rural and deprived areas, industrial clusters, and entrepreneurs. Therefore, the active presence of this fund on social media allows people to have more access to it and be able to benefit more from the facilities and facilities of this fund, and as a result, economic development in the country will accelerate. Given the explicit emphasis on the development of entrepreneurship and job creation in the Sixth and Seventh Development Plans, the country's vision document, and of course the need for this fund to be in line with the People's Transformation Document of the 13th government, it is necessary to make more efforts to identify and present this fund to people who are potentially its target. In light of the existence of an applicable model for social media marketing, it will be possible to attract more people to this fund. On the other hand, although the Omid Entrepreneurship Fund plays a key role in the country's economic prosperity, it has been largely neglected in the research literature and very few studies have been conducted on this fund, which can be referred to as the study by Rahchamani et al., 2012; Noorollahzadeh et al., 2013; and Riahi et al., 2010. This research is a comprehensive attempt to identify the factors that can affect social media marketing and examine how social media marketing can act as an effective tool for attracting customers. This study will be conducted with an applied approach in Mehr Entrepreneurship Fund. Therefore, the present study answers the key question of how does the social media marketing model affect customer attraction in Omid Entrepreneurship Fund?
Research Methodology
This study was based on the paradigm of pragmatism and was conducted with an inductive-deductive approach. The present study is an applied-developmental research in terms of its purpose, which seeks to present a social media marketing model based on attracting customers in the Omid Entrepreneurship Fund. It is also a non-experimental (descriptive) research based on the data collection method, which was conducted with a cross-sectional survey method. In order to achieve the goal, an exploratory mixed research design was used. The qualitative part of the participants includes theoretical experts (marketing management professors) and empirical experts (senior managers and marketing of the Omid Entrepreneurship Fund). The quantitative part of the statistical population includes managers and experts of the Omid Entrepreneurship Fund. To calculate the sample size, Cohen's power analysis rule (1992) and G*Power software were used. To analyze the data in the qualitative part, the qualitative theme analysis method and Maxqda software were used. In the quantitative part, the partial least squares method and Smart PLS software were used. The data collection tool in the qualitative part was a semi-structured interview. The interview included 6 initial questions and it was anticipated that other questions would be asked if necessary. In the quantitative part, a researcher-made questionnaire was used. The research questionnaire was designed based on the results of the qualitative analysis, including 13 main constructs and 67 items with a Likert scale.
Findings
In the findings section, interviews were analyzed in MaxQDA software using the content analysis method based on the Atreid-Stirling (2001) approach in 6 steps. The first step is to familiarize yourself with the data. For this purpose, the interview text was transcribed along with descriptive details and studied several times. The second step is to create initial codes based on the data. Then, the data was broken into semantic units in the form of sentences and paragraphs related to the main meaning. The semantic units were also reviewed several times and then appropriate codes were written for each semantic unit. The coding of the text was repeated in the same way with the addition of each interview until theoretical saturation was finally achieved by repeating the extracted codes. Step three is to search for themes by categorizing various codes into organizing and comprehensive themes. For this purpose, open codes were classified based on semantic similarity. In step four, the themes were reviewed and necessary modifications and adjustments were made, and in step five, the final definition and naming of the themes was addressed. Finally, in step six, the final qualitative analysis report was compiled and based on this report, 3 overarching themes, 13 organizing themes, and 67 basic themes were identified.
Discussion & Conclusion
Research results showed that strategic factors, artificial intelligence, and technical factors affect media management and media security. The aforementioned factors also affect media customer friendliness and media quality and lead to content value, content management systems, and content production principles. Finally, by creating aesthetics and interactivity, the ultimate goal of attracting customers is achieved.