1、中文3430字,2020单词,10700字符出处:InternationalBusinessandManagementVol.4,No.2,2012,pp.58-66IdentifytheSuccessFactorsofSocialMedia(MarketingPerspective)MahmoudMohammadian;MarjanMohammadrezaABSTRACTThesocialmediaofanorganizationhelpsmarketingmanagersestablishalongl
2、astingrelationshipandpowerfulinteractionswiththeircustomers.Theseinteractionshelpthemdeterminecustomersneedsandprovideproductsaccordingtothem.Therefore,thisprocessresultsinincreasedsales,profitabilityandstrengtheningtheirbrandname.Soanorganizationssocialmediamu
3、stbeabletoattractcustomersandharmonizethemwithorganizationsactivity.InthecurrentstudywetriedtodeterminethesocialmediasuccessfactorsfromtheviewpointofIranianaudience.Theresearcherwhilecheckingthenationalandinternationalscientificsourcescouldntfindanyevidenc
4、eofasocialmediasuccessfactorsmodel.Sowetriedtoprovideamodelforsocialmediasuccessfactors.TheresearchermadethismodelwithfocusonAllamehTabatabaiuniversitystudents,throughquestionnaire,factoranalysisandstructuralmodels.Resultsshowedthatsecurity,attractiveconte
5、nt,reputation,interactionandcommunicationfactorshavepositiveinfluenceonsocialmediasuccess.Keywords:Media;Socialmedia;Socialmediamarketing;Thesuccessofsocialmedia1InteractionandCommunicationParticipationsenseandcreatingcommunicationandinteractionarecommonfeature
6、sofsocialmediadescriptions.Intraditionalmarketingsystem,marketerstoobtaininformationformmarket,shouldhavespentagreatexpenseandtime.Whileinsocialmedia,giveninformationfrombehavior,habits,andwayofbuyingpeopleismuchmoreexact.Therefore,itspendslesstimeandexpend.Becauseofthisinteraction,thissocialmediaisverysuccessful(Gunelius,2011)ofmanyfactorsthatinfluencesaninteractionbetweenuserandsocialmedia,wecanmentionbelowcase
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