Deciding On The Main Components Affecting The Social Media Marketing Model By Meta-Synthesis

Social media marketing is a relatively new concept in discussion of the Internet marketing and the digital markets, and considering that most companies do marketing in this type of media based on trial and error, their main problem is not having a comprehensive model. In order to properly use this space and the tools available in it,is necessary to formulate a comprehensive social media marketing model by helping to know the main components affecting it.This research is practical in terms of purpose and in terms of collection method is meta-synthesis which was carried out with the help of Sandofsky and Barso's seven-step method. The statistical population includes existing literature and documents and articles between 2011 and 2022, which was conducted as a purposeful sampling based on entry and exit criteria and using the verification form tool. The analysis was done with the help of MAXQDA software and based on open coding, axial coding and creating classes. Validity was also confirmed with the help of internal validity and experts' point of view, and finally a comprehensive framework and useful roadmap was presented, which has 99 open codes, 21 core codes, and 3 main dimensions, including internal environment factors, external environment factors, and shared environment factors. Due to the fact that the research done on social media marketing has been done heterogeneously in certain electronic businesses and on certain variables, more variables and businesses were included in this article and it also has innovation in the research method and content.