Theater Marketing Strategies by Utilizing Social Networking Capabilities in Tehran

In this article, while focusing on the three areas of theater as the ancient mass media, the marketing concepts and the capability of modern social networks, the researchers have studied the “theater marketing strategies using the capabilities of social networks in Tehran.”. The phenomenon of theater enjoys a public and communicative identity. Changing lifestyles, births, needs, and fundamental transformations in business relationship demonstrate the conscious institutionalization of theater, taking advantage of the vast capacity of group networks and the acceptable power of the performing arts, to achieve the desired model in the field of modern marketing. Accordingly, the main questions of this research are the following questions: What are the components of the marketing model for theater due to social networks? What is the current state of the theater and its markets? What are its strengths and weaknesses? And what are the opportunities and threats to this potential market? This research is based on the method of strategic analysis, elite or SWOT (SWOT), knowledge of internal and external points, purposeful sampling method, and the sample size of 40 experts, by validating the research tool (questionnaire) through Cronbach’s alpha in the environment. Software (SPSS) has been reviewed. Also, according to the typology of the surrounding environment and drawing the current and desired situation, from the distance technique; SPACE evaluates the situation and selects the optimal strategies. Findings show that the preferred model that is recommended by using social networking capabilities for theater marketing is a model based on SO strategies or offensive strategies to be able to take advantage of internal strengths and opportunities. Foreign events have achieved maximum success in the market.