Identify the Success Factors of Social Media (Marketing Perspective)

Mahmoud Mohammadian, Marjan Mohammadreza


The social media of an organization helps marketing managers establish a long lasting 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 organization’s social media must be able to attract customers and harmonize them with organization’s 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 couldn’t find any evidence of a social media success factor’s 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 content, 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


Media; Social media; Social media marketing; The success of social media

Full Text:




  • There are currently no refbacks.


If you have already registered in Journal A and plan to submit article(s) to Journal B, please click the CATEGORIES, or JOURNALS A-Z on the right side of the "HOME".

We only use three mailboxes as follows to deal with issues about paper acceptance, payment and submission of electronic versions of our journals to databases:;;

Copyright © 2010 Canadian Research & Development Centre of Sciences and Cultures
Address: 730, 77e AV, Laval, Quebec, H7V 4A8, Canada

Telephone: 1-514-558 6138