Identification and Explanation of Promotion Strategies in Social Media ‎(Case Study: Instagram)‎

Marketing and advertising are changing and they have revolutionized both the form and performance of communication technology, especially the use of social media such as Instagram, Facebook, Twitter, LinkedIn, and YouTube. The present study sought to identify social media marketing promotion strategies using a mixed research method (quantitative and qualitative) and finally design a model for social media marketing promotion on Instagram. The research community in the qualitative sector was experts in the field of digital marketing. The grounded theory method was used to analyze the qualitative data and descriptive statistics, confirmatory statistical analysis, and structural equations were used in the quantitative part. In the qualitative part, the data obtained from the researchers’ semi-structured in-depth interviews were manually coded in three stages of open, axial, and selective coding, and at the end, a model was designed. The findings of the quality section showed that content marketing, viral marketing, and marketing with influential people were the most important promotion strategies on Instagram. Finally, in the quantitative part, a very important index of the second root of estimating the variance of the approximation error was used. The value of this index was equal to 0.09, which can be said to have a good fit model, and as a result, this indicates that the questions were in line with the theoretical constructs.