Providing a framework for the growth of startups with social media marketing support

golsum akbari arbatan ¹ ( Ph.D. candidate , Department of Business Administration, Mohaghegh Ardabili University, Ardabil, Iran )
Mohammad Bashokuoh Ajirlu ² ( Professor, Department of Business Administration, University of Mohaghegh Ardabili, Ardabil, Iran. )

Submited date : 2024-06-11 Accepted date : 2024-11-09

Keywords: growth driver, dynamic elements, startups, social media marketing,

Abstract :

The contemporary market positions social media marketing as a powerful mediator between effective digital engagement, data interpretation opportunities, and startup growth. This research aims to provide a dynamic model for startup growth supported by social media marketing in a descriptive-applied manner. Through in-depth semi-structured interviews, he developed and validated a conceptual framework with the data-based method. The statistical population includes experts and managers of startups, digital technology specialists, and social media marketers, among whom 13 people were selected and participated in this study by purposeful sampling. The number of samples follows the rule of saturation. To analyze and analyze the data, the method of open, closed and selective coding was used. The findings of the research show that concepts were identified in the form of a central category and 13 main categories and 32 sub-categories and 137 concepts or open codes. Causal conditions include (social media marketing identity drivers, survival and sustainability drivers, and online interaction drivers), background conditions include (comprehensive identification of the effects of media outreach on startups, social media marketing implementation), intervening conditions (technological uncertainty, Low financing campaigns and lack of powerful media marketing strategy), strategies (promotion of positioning, connective tissue), consequences including (network co-creation, value chain promotion and startup development) were categorized. Startups use social media in the modern business environment to reach customers and stakeholders to innovate and compete in the dynamic business environment.

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