Identifying the motives of electronic recommendation advertising in social media and improving the organization's financial approach

as social media has expanded ,Electronic word of mouth has gained prominence in marketing programs and strategies., in addition to increasing popularity on social media, This subject  has  made Electronic word of mouth  enhance marketing communications and target market success as an undeniable part of various business activities.Efficient and effective use of such an opportunity entails identifying the motivations of Electronic word of mouth in social media, and the present study has pursued such an objective.The present study deals with qualitative paradigm and qualitative content analysis method. Therefore, the qualitative data were collected through in-depth and semi-structured interviews with professors, experts, consumers in Tehran through targeted sampling and snowballing.A total of 25 people were interviewed. The analysis of qualitative data collected by sign coding method identified 33 concepts that were classified into 7 general categories: Financial incentive, emotional, ambitious, functional, social, altruistic, and pleasure motivation.  The validity of the research results was evaluated through peer review, paired survey and participatory research. Reliability was also tested using test-retest reliability.