Proposing a Digital Social Media Marketing Framework to Foster Strategic Intelligence in Small and Medium-sized Enterprises (SMEs)

The purpose of this study is to propose a digital social media marketing framework aimed at enhancing strategic intelligence within small and medium-sized enterprises (SMEs). Given its objectives, this research is classified as applied-developmental. Adopting a qualitative approach and employing thematic analysis techniques, the study endeavors to formulate the proposed model. The qualitative participant population comprises both theoretical experts (academics specializing in management and marketing) and practical experts (industry professionals). A concurrent purposive and snowball sampling strategy was utilized. The qualitative sample size was determined by the attainment of theoretical saturation—interviews with experts from the dairy industry continued until no new thematic insights emerged. Theoretical saturation was achieved after conducting semi-structured interviews with ۱۶ experts. Data collection in the qualitative phase was carried out through semi-structured interviews. To ensure the reliability of the qualitative findings and confirm theoretical saturation, the study employed both an inter-rater agreement correlation matrix and a dual-coder chart. Model development and identification of main and sub-themes were facilitated using MAXQDA ۲۰۲۰ software. The findings reveal six main themes constituting the digital social media marketing framework for advancing strategic intelligence in SMEs: (۱) digital strategic awareness, (۲) social media marketing capabilities, (۳) strategic learning and adaptability, (۴) digital organizational resources and capabilities, (۵) digital barriers and challenges in SMEs, and (۶) strategic integration between social media marketing and strategic intelligence.

کلیدواژه ها:

digital social media marketing ، Strategic intelligence ، small and medium-sized enterprises (SMEs)