Video marketing model in social media

The main purpose is to provide a qualitative video marketing model in the field of social media in IRAN. Identifying related factors and the relations between them in order to improve the effectiveness of this field of marketing in social networks are among the sub-objectives purposes of this article.

This research is applied in terms of purpose, in terms of qualitative approach and in terms of research implementation method, using content analysis method. The data of this research has been collected by conducting semi-structured interviews. The statistical population included 27 experts and activists in the field of marketing in Iran, of which 3 experts in this field were identified purposefully and the others were selected based on the snowball methodology. Finally, after extracting the main and sub-categories, the video marketing paradigm in Iran's social media was determined.

The research findings from the analysis of 194 primary codes in the form of 75 selective categories illustrated that at least eight components of video marketing in social media. These keys are: 1) individual factors, 2) social factors, 3) content related factors, 4) media factors, 5) attitude, 6) emotional appeals, 7) rational appeals, 8) attention.

In terms of importance role of social media in the field of marketing programs, especially video marketing, providing a model for identifying components in video marketing is very important. Although several components of this field have been identified, however, a single model to develop an integrated collection has not been considered. Although each of these components cannot be determined and ranked arguably in the way of compared manner, but it can be said that the effectiveness video marketing comes through two important- moderating keys: "emotional appeal" and "rational appeal" which affect the video marketing through "attention".