Designing the effect model of social media advertising in domestic clothing industry (Qualitative approach of grounded theory)

This research was carried out with the aim of designing and explaining the effectiveness of social media advertising in the domestic garment industry. This research is practical in terms of purpose. The statistical population was a group of experts consisting of academic professors and prominent consultants in the field of marketing based on social networks, as well as domestic garment industry activists. The main data collection tool was in-depth and semi-structured interviews. 12 experts were selected by purposeful sampling. After conducting 9 interviews, the researcher reached theoretical saturation and the process of conducting interviews was stopped. In order to design the model, the qualitative method of Foundation Data Theory was used with MAXQDA software. A total of 123 initial concepts were extracted, after examining and putting them together and removing duplicate concepts, 40 final concepts were identified. The result of this process was the formation of 13 categories that formed the basis of the research conceptual model. In the following, the dimensions of the paradigm model include the main and central category (internal desire to explore about advertising), causal conditions (general interest in using social networks, producing attractive content, observing ethical principles, using the power of the brand to gain the trust of users), context (society's tendency to opt out of social networks), environmental variables (information and communication technology infrastructures in the country), strategic categories (electronic word-of-mouth advertising, making it possible for users to exchange opinions under the advertisement, using reliable and specialized media) Introduction became.