Social Media’s Role in Achieving Marketing Goals in Iran during the COVID-19 Pandemic

Atefeh Naseri, Vahid Kayvanfar, Shaya Sheikh and Frank Werner ()
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Atefeh Naseri: Department of Industrial Management, Management and Accounting Faculty, Shahid Beheshti University, Tehran 1983963113, Iran
Vahid Kayvanfar: Division of Engineering Management and Decision Sciences, College of Science and Engineering, Hamad Bin Khalifa University, Qatar Foundation, Doha 34110, Qatar
Shaya Sheikh: School of Management, New York Institute of Technology, 1855 Broadway, New York, NY 10023, USA
Frank Werner: Faculty of Mathematics, Otto-von-Guericke-University, 39106 Magdeburg, Germany

Social Sciences, 2022, vol. 11, issue 11, 1-19

Abstract: This article explores the impact of social media (SM) on the marketing goals of organizations in Iran during the COVID-19 pandemic. We examine the extent to which firms utilize social media marketing to promote their products in Iran compared to the pre-COVID-19 era. The validity and reliability of the 279 survey results are confirmed using internal and external validity and Cronbach’s alpha. The results show that there is a significant positive relationship between the use of SM and the distraction level. Moreover, the gender of the marketer has an impact on the perceived usefulness and application of SM. Finally, a positive effect of working hours per day on the SM usage and the marketing performance is observed. Despite a negative distraction effect, there is no evidence of reduced marketing performance. This research could help organizations to influence the purchasing processes of customers more effectively and at a lower cost.

Keywords: social media; pandemic; marketing; social media analysis; COVID-19 (search for similar items in EconPapers)
JEL-codes: A B N P Y80 Z00 (search for similar items in EconPapers)
Date: 2022
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