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

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.

Automated summary

This research explores the impact of social media on the marketing goals of organizations in Iran during the COVID-19 pandemic. The results show a significant positive relationship between the use of social media and distraction level, and the gender of marketers has an impact on the perceived usefulness and application of social media. Additionally, working hours per day positively affect social media usage and marketing performance.