Analyzing and Prioritizing the Social Media Marketing Challenges

Farshid Golzadeh () and Najaf Gharachorloo ()

International Journal of Innovation in Marketing Elements, 2021, vol. 1, issue 1, 18-24

Abstract: In today's competitive markets, marketing may be one of the most important factors in the sale of goods and products. In the present age, with the technological revolution, many human aspects have changed. One of these aspects is business and business interaction methods that have completely changed with the advent of e-commerce. Despite the growing investment in social media marketing and the many benefits it's for all businesses left in the world today, identifying the challenges This ubiquitous marketing approach has been largely overlooked. To this end, the purpose of this study is to identify and rank the challenges of social media marketing. To this end, the purpose of this study is to identify and rank the challenges of social media marketing. First, by reviewing the literature and reviewing the opinions of experts, the most important challenges facing social media marketing were identified. Then, using Mikhailov hierarchical analysis technique, the most important challenges were prioritized. The results showed that security challenges are one of the most important social network-based marketing challenges.

Keywords: Marketing; Social Media Marketing; Social Media Marketing Challenges; Hierarchical Analysis (search for similar items in EconPapers)
Date: 2021
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