Background: The purpose of this study is to analyze and design an ethical social media marketing model in small and medium enterprises.
Method: The present study is among the qualitative and exploratory researches that were done with the data method of the foundation. The research population consisted of marketing experts and managers, as well as digital marketing and social media marketing specialists, 13 of whom were purposefully selected as a sample. The research tools were semi-structured interviews and finally analyzed using open, axial and selective coding methods.
Results: In the open coding section, 248 codes were extracted. In the axial coding section, in the axial coding section, 105 initial codes were placed in the form of 21 categories, thus forming a conceptual model of the research.
Conclusion: Based on the results of market-related ethical factors, the goals of social media ethical marketing are social media cognition audience, type of business that constitute the causal factors. Social media strategies in displaying and selling products and services in the target market, content marketing strategy, word of mouth (WOM) advertising, playmaking, marketing of influential and respected people, increasing ethical awareness and brand partnership as a fashion research model strategy comments were posted. Interventional conditions and social contexts are other components of this model. By influencing the strategy, they provided the ground for achieving the main phenomenon of this model.