Social Media Marketing, Placing Orders and Selling Products: Examination and Analysis

The current study aimed to examine the mechanisms and effects of social media marketing as they would apply to order and sell products. The current research is an applied descriptive survey employing a correlational design. The required data were collected through library archives, including various documents and questionnaires. The statistical population of the research was the producers and sellers of wooden products in the Tehran market (including beds and wardrobes, TV tables, and furniture, among others) who used at least one of the social networking services and platforms such as Instagram or Facebook to market their products. Since the size of the research population was deemed unlimited, Morgan's table was used to determine the optimal samples, the findings from which were revealed to be 384 individuals. The primary tool of this research was questionnaires. Research hypotheses were tested using SmartPLS 3 and the partial least squares method. The research findings indicated that the dimensions of social media marketing, i.e., electronic word-of-mouth, interaction, entertainment, customization, and currentness, affect ordering wooden products, while ordering products directly affects selling products, thereby establishing all research hypotheses.