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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Atefeh Naseri & Vahid Kayvanfar & Shaya Sheikh & Frank Werner, 2022. "Social Media’s Role in Achieving Marketing Goals in Iran during the COVID-19 Pandemic," Social Sciences, MDPI, vol. 11(11), pages 1-19, November.
    • Handle: RePEc:gam:jscscx:v:11:y:2022:i:11:p:512-:d:970083
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    References listed on IDEAS

    as
    1. Sheth, Jagdish, 2020. "Impact of Covid-19 on consumer behavior: Will the old habits return or die?," Journal of Business Research, Elsevier, vol. 117(C), pages 280-283.
    2. Wang, Yonggui & Hong, Aoran & Li, Xia & Gao, Jia, 2020. "Marketing innovations during a global crisis: A study of China firms’ response to COVID-19," Journal of Business Research, Elsevier, vol. 116(C), pages 214-220.
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