Investigating and analyzing the marketing components of social networks in gaining a competitive advantage for start-up travel service companies, considering the upcoming opportunities and threats.

Subject Areas : Growth and development of public programs and services

mohammad nazari hossein abad ^{1 *} , Mohammad Haghighi ² , kambiz shahroodi ³

1 -
2 - Management Faculty, University of Tehran
3 - management department,islamic azad university of rasht,rasht,iran

Received: 2024-09-21 Accepted : 2024-11-20 Published : 2025-04-21

Keywords: Marketing, social networks, competitive advantage of travel service companies, content analysis,

Abstract :

Companies use social media as part of their decision-making process, but there is a need for more research and experience in this area to establish a more coherent program and method for social media marketing. Overall, the social media branding for startup travel companies in Iran is relatively new, and therefore currently provides multiple opportunities for marketers. This qualitative research aims to design and present a model for social media marketing strategies in the competitive landscape of startup travel service companies, employing content analysis with a categorical system while considering future-oriented perspectives and taking into account opportunities and threats. The researcher utilizes qualitative content analysis to reach the layers and topics under discussion, which can be classified through a systematic approach. By providing and assuming definitions before starting the research, the study examines the specified texts and compares definitions to the proposed criteria. The written texts and analyzed materials are evaluated regarding the presence or absence of instances of those definitions in the relevant texts. Ultimately, the categorization of concepts leads to the identification of indicators, which are classified into 18 components within three main dimensions (themes): organizational resources (including concepts and categories such as general human resources, human resources, documentation, service quality, and utility), social media marketing (including concepts and categories such as attracting more customers, documented evidence, active market presence, and efficiency), and competitive advantage (including concepts and categories such as low cost, higher profit, extensive reach, competitive rivalry, budget allocation, and branding).

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