Identification Of Effective Activities And Strategies For The Development Of Electronic Marketing In Social Media To Improve The Brand Value Of Telecommunications Companies

Abstract

Aim and Introduction: With the continuous growth of electronic marketing and the use of social networks as one of the effective ways to expand marketing for companies, it is necessary to seize this opportunity and select appropriate strategies and activities to enhance brand value on social media. Utilizing social media as a powerful marketing tool enables telecommunications companies to directly engage with their customers, stay connected with them, and understand their opinions and needs. Due to competition in the market and the increasing use of social media, telecommunications companies need to enhance their marketing strategies and increase their brand value by leveraging these platforms. Identifying effective activities and strategies in social media marketing is crucial for telecommunications companies. Conducting such research helps these companies strengthen their communication with customers, improve their revenue and profitability, and enhance their brand value by implementing effective marketing strategies on social media platforms.

Methodology: The research was conducted using the qualitative method of theme analysis. 25 academic experts and executives of different telecommunications companies in Iraq were subjected to in-depth interviews in a targeted manner. Castleberry and Nolen's (2018) five-stage model including compiling, separating, reassembling, interpreting, and concluding was used to analyze the data.

Finding: According to the results of the final coding, (136) sub-codes, (35) secondary themes, and (17) main themes were generated, which were categorized into three categories: brand value, activities, and effective strategies for marketing development on social media. Brand value included perceived quality, brand resonance, brand awareness, and brand loyalty, with perceived quality being the key concept. These components, about appropriate marketing strategies on social media and other marketing methods, can improve and develop the brand, as well as establish a more effective relationship with customers.

Regarding development activities, (5) main themes were identified, including entertainment, word-of-mouth advertising, staying up-to-date, customization, and interactivity, along with (10) sub-themes and (32) final codes. These act[1]ivities involve providing entertaining activities and content, creating conditions for word-of-mouth advertising, maintaining brand and product updates, offering customized services and products tailored to customers' needs and preferences, and establishing active and two-way communication with customers, involving them in brand-related processes and decision-making. These activities help strengthen the brand-customer relationship, create a positive experience, and increase brand loyalty. Additionally, these activities help the company gain customer trust and satisfaction by providing services and products that meet their specific needs, thereby increasing brand value. Furthermore, by utilizing these tools, the company can achieve further growth and development and thrive in a competitive market.

As for development strategies, (8) main themes were identified, including marketing, economic, investment promotion, technological, security, legal, cultural, and social actions, along with (20) sub-themes and (85) final codes. These activities and strategies lead to the improvement of brand value in telecommunications companies.

By employing appropriate marketing strategies on social media, telecommunications companies can experience further growth and development. These strategies also help these companies establish stronger relationships with customers, attract and retain them, and achieve further improvement and development. Moreover, by enhancing brand value and creating a positive perception among customers, these strategies can assist telecommunications companies in competing with other competitors. In this regard, electronic marketing, economic actions, investment promotion, technology-related strategies, security measures, legal considerations, and cultural and social actions all contribute to the company's ability to gain customer trust and satisfaction by providing services and products that align with customer's needs, thus improving their brand value. These actions make the company recognized as reputable, trustworthy, and responsible, resulting in increased market favorability and growth, bringing them closer to achieving their goals.

Discussion and Conclusion: By utilizing marketing activities on social media, telecommunications companies can establish more personal and effective connections with customers and enhance their brand value. Appropriate marketing strategies play a crucial role in this matter. By selecting suitable strategies, companies can experience further growth and development while improving their relationship with customers. These strategies can attract and retain customers, leading to the improvement and expansion of the companies. Additionally, by increasing brand value and creating positive perceptions among customers, these strategies help telecommunications companies succeed in competition with their rivals. A strong and active presence on social media through sharing relevant content, responding to customer questions and feedback, and providing valuable content can assist in attracting and retaining customers. Creating engaging, creative, and diverse content that is relevant to the target audience and their needs can capture customer attention and connect them to the company and brand. Furthermore, organizing competitions, and giveaways, and offering rewards to customers who participate in social media activities can incentivize their increased engagement and return to the brand. Providing quick and accurate responses to customer questions and needs on social media builds trust and satisfaction, aiding in customer retention. Offering special programs and benefits to customers on social media creates a sense of exclusivity and additional value, facilitating customer retention.