Document Type : Research Paper

Authors

1 Department of Business Management, Kish International Branch, Islamic Azad University, Kish island, Iran

2 Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran

3 Department of Business Management, South Tehran branch, Islamic Azad university, Tehran, Iran

4 Department of Industrial Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran

10.22105/jarie.2021.278507.1279

Abstract

This research is conducted with the aim of providing an effective advertising pattern based on social networks in the educational businesses industry. This research is applied in terms of objective, and survey-exploratory in terms of approach. The statistical population of this study was a group of experts including senior managers of private sector educational institutions, university professors and marketing consultants familiar with the private educational services industry that in-depth interviews were conducted with them. The selection of experts and doing interview with them continued until the theoretical saturation was reached and then stopped. Snowball sampling method was used in this research, and this process continued until reaching the theoretical saturation. 9 interviews were conducted in total. Due to using the data foundation theory in this research, the main data collection tool was unstructured in-depth interviews with experts. Finally, after three open, axial and selective kinds of coding, the conceptual model of the research was designed based on a paradigm model. Also in this study, using AHP decision method, research variables were prioritized according to experts.

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