Designing and Explaining an Effective Social Media-Based Advertising Pattern in the Educational Business Industry
Subject Areas : Futurology
Davood Yaghoobi
1
(Department of Business Management, Kish International Branch, Islamic Azad University, Kish Island, Iran)
Seyyed Mahmood Hashemi
2
(گروه مدیریت بازرگانی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران)
Abdollah Naami
3
(Department of Business Management, South Tehran Branch, Islamic Azad University, Tehran, Iran)
Keywords: Effectiveness of marketing based on social networks, educational services businesses, data theory,
Abstract :
The aim of this study was to design and explain the effectiveness model of social network-based advertising in the marketing of educational services businesses. This research is mixed (qualitative-quantitative) in terms of applied purpose, in terms of approach, exploratory, and in terms of data analysis. In the qualitative phase of the research and in order to design a model based on the data theory methodology of the foundation, a group of experts including senior managers of private sector educational institutions, professors and marketing consultants familiar with the private sector educational services industry were selected and interviewed in depth. In this phase, the snowball sampling method was used and this process continued until the researcher reached theoretical saturation and a total of 9 interviews were conducted. In the qualitative phase of the research, because the data theory method of the foundation was used, the main tool of data collection was in-depth and unstructured interviews with experts. In the quantitative phase of the research, the main data collection tool was a closed and researcher-made questionnaire consisting of 42 items that was designed based on the initial conceptual model. In the quantitative phase of the research, SPSS, Lisrel and smartPLS software were used for descriptive and inferential analysis. Finally, the research results led to the design of a model for the effectiveness of social media-based advertising in the marketing of educational services businesses and the hypothetical relationships of the model in a large community were tested and confirmed.
