Presenting the model of effective smart marketing challenges in social media by using the theme analysis method

The unprecedented integration of social media with people’s lives has led brands to use this tool as a factor in communication with customers, but they should consider that this may also have challenges. To help brand managers and marketers, this research is aimed at presenting the pattern of influential marketing challenges in popular social media in Iran. In terms of fundamental purpose, this research among the various qualitative methods has been used Theme analysis method. The method of data collection is a semi- structured interview with a number of experts. According to a saturation we interviewed with 11 experts. After analyzing the data, 40 codes, 13 sub- themes in 6 main structures including: “Finding the suitable Influencer”, “Exposure to deceiver Influencer”, “Fake Influencer”, “The problem of decision making about control over influencer”, “ challenge of the precise measurement of influence of influencer marketing”, and “ ethical and legal challenges” were formed. Finally the pattern of influential marketing challenges in social media were drawn.