Designing a Strategic Model for the Success of Social Network Marketing Activities with Emphasis on the two Characteristics of Integrity and Responsiveness

The purpose of this research is to design a strategic model for the success of social network marketing activities with emphasis on the two characteristics of integrity and responsiveness. The research method is applied in terms of purpose, exploratory in nature, and survey type in terms of data collection and analysis. The statistical population in the qualitative field consists of 18 experts from the scientific community and university specialists who have executive records at the decision-making levels, who were selected purposefully. After studying the literature on the subject using the foundational data theory method, after producing open, central and selective coding, the success factors of the company's social network marketing activities were identified with an emphasis on the company's characteristics (integrity and responsiveness). The results of the analysis based on the data theory method of the foundation show that the most important factors include receiving the demands of customers through communication tools with customers, characteristics of service providers to convey messages to customers, identifying and communicating with customers in order to provide services, internal desires of customers, how to provide services, information tools to meet needs, judgment and perception in relation to services and the existence of rules and organizational platforms, the use of new marketing approaches to support and communicate with customers, the use of price tools for targeted strategy, management tools for advertising, the development of brand product strategies and use The relational marketing strategy to attract competitors is to guarantee purchase with the condition of guaranteeing services and creativity and innovation in providing services. Also, the effective consequences on the success of the company's social network marketing activities with emphasis on the company's characteristics (integrity and responsiveness) include the development of loyalty for long-term relationships with the customer, improvement of the organization's performance for brand cohesion, frequent purchases due to the quality of services, and development of the organization's image to improve competition.