The purpose of the current research was to investigate the role of social media on cultural management with a competitive approach in universities. This study was conducted using a qualitative method using a semi-structured interview and qualitative content analysis with a comparative approach. The research community included all the cultural leaders, cultural vice presidents, experienced executive managers in cultural work and senior cultural experts in the universities of Mazandaran province, and a total of 21 of them were selected and their votes and opinions were analyzed by snowball sampling. The research findings have been analyzed by MAXQDA software. The research findings showed the role of social media on cultural management, including the type of culture; How to manage culture; Application of cultural management; The influence of cultural management. Today, the media play a significant role in the advancement of cultural management in society and human civilization by transmitting information and new information and exchanging public thoughts and opinions. With the proper use of social media, favorable conditions can be provided for socialization, and after that, the improvement of the performance style among individuals, organizations, universities, and institutions and in the interaction on the surrounding environment emerges.
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