1、中文 3430 字 ， 2020 单词， 10700 字符 出处： International Business and Management Vol. 4, No. 2, 2012, pp. 58-66 Identify the Success Factors of Social Media (Marketing Perspective) Mahmoud Mohammadian;Marjan Mohammadreza ABSTRACT The social media of an organization helps marketing managers establish a long l
2、asting relationship and powerful interactions with their customers. These interactions help them determine customers needs and provide products according to them. Therefore, this process results in increased sales, profitability and strengthening their brand name. So an organizations social media mu
3、st be able to attract customers and harmonize them with organizations activity. In the current study we tried to determine the social media success factors from the viewpoint of Iranian audience. The researcher while checking the national and international scientific sources couldnt find any evidenc
4、e of a social media success factors model. So we tried to provide a model for social media success factors. The researcher made this model with focus on Allameh Tabatabai university students, through questionnaire, factor analysis and structural models. Results showed that security, attractive conte
5、nt, reputation, interaction and communication factors have positive influence on social media success. Key words: Media; Social media; Social media marketing; The success of social media 1 Interaction and Communication Participation sense and creating communication and interaction are common feature
6、s of social media descriptions. In traditional marketing system, marketers to obtain information form market, should have spent a great expense and time. While in social media, given information from behavior, habits, and way of buying people is much more exact. Therefore, it spends less time and expend. Because of this interaction, this social media is very successful (Gunelius, 2011) of many factors that influences an interaction between user and social media, we can mention below case
