Presenting a Social Media Marketing Model in the Fashion and Apparel Industry Using Grounded Theory

Abstract

Objective: The purpose of this research is to present a social media marketing model in the fashion and apparel industry using grounded theory. Methodology: The nature of the present research is exploratory, employing qualitative data. The statistical population of the research includes experts and Ph.D. professors in marketing management at universities in Mazandaran Province. The researcher utilized the snowball sampling method to achieve theoretical saturation, which was attained after conducting interviews with 14 experts and scholars. Qualitative data were collected using structured interviews and analyzed through the qualitative grounded theory method. Findings: Four axial codes were identified and reported for causal factors, including online electronic business developments, online electronic business experience, characteristics of online customers, and social media marketing capabilities. For contextual factors, four axial codes were identified and reported, including online digital culture, online digital thinking, online electronic transformation infrastructure, and online digital leadership. Additionally, four axial codes were identified and reported for intervening factors, including cultural factors, social media challenges, and social and legal factors. For the central phenomenon, three axial codes were identified and reported, including social media marketing tools, social media marketing advertising, and social media marketing performance. For strategies, five axial codes were identified and reported, including the use of influencer marketing, investment in social media marketing, digital knowledge orientation, digital culture creation, and logistics (support) strategies. Finally, customer attitudinal and behavioral outcomes, as well as organizational outcomes, were identified. Conclusion: This research was initiated to develop a social media marketing model in the fashion and apparel industry using grounded theory. Through the qualitative method, the research progressed and reached a comprehensive model. At the end of the study, recommendations based on the researcher’s experiences are presented.