Features of content marketing in social networks (case study: Instagram)

In the third millennium, marketing is divided into two categories: media-based transactional marketing and cyberspace-based relationship marketing. The purpose of this study is to identify the characteristics of content marketing with a native approach. To answer the questions, the qualitative method of grounded theory and open interviews with ten experts in the field of communication and marketing were used. The research findings indicate that in marketing, the relationship of attracting, retaining and lifelong users is the main goal and users are considered as stocks and brand capital. This process, apart from using content marketing, has a strategy, planning, related to Being a brand and considering the interests and needs of users who feel entertained, enjoyed and receive useful information is not provided. At the same time, the most important feature of users is the production or change of content and viral republishing of information on social networks for or against the brand, which makes it difficult for the brand, and ultimately the content will be considered by the brand to be entertaining and enjoyable. The brand in cyberspace will provoke a sense of disgust with advertising.