University of Isfahan New Marketing Research Journal 2228-7744 11 1 2021 03 21 Social Media-Based Marketing Strategies in Active Small Businesses in the Field of Tourism Social Media-Based Marketing Strategies in Active Small Businesses in the Field of Tourism 201 216 24890 10.22108/nmrj.2020.122047.2058 FA Amirehossein Panahandeh PhD Candidate of Business Management, University of Tehran, Kish International Campus, Kish, Iran Tahmoures Hassagholi Pour Professor of Business Management, Faculty of Management, University of Tehran, Tehran, Iran Hasan Boudlaei Assistant Professor, University of Tehran, Kish International Campus, Kish, Iran Seyed Abolghasem Mira Assistant Professor of Business Management, Faculty of Management, University of Tehran, Tehran, Iran Journal Article 2020 03 07 Given the special place of social media in the field of business, the purpose of this study was to identify the perspectives of tourism executives and experts on the value and importance of social media as an effective tool in the business process, especially for small businesses. Present work is a qualitative study based on multiple case studies. Accordingly, semi-structured interviews were undertaken for data gathering with 10 executives and sales experts of three tourism complexes based in Kish Island. The samples were selected through a judgemental sampling method. The results showed that the capabilities (communication and information bridge, wide range of access to contacts, display of services and products in the form of photos and videos, advertising and development of its channels, low media cost, fluidity and flexibility, surveys and feedback and Powerful arm of marketing strategy); Consequences (customer persuasion - high effectiveness and influence (influencer)); Challenges (filtering and legal restrictions, weakness in identifying appropriate advertising methods and lack of resources and facilities) and solutions (using attractive and creative methods in attracting customers, producing and providing appropriate content and using knowledge and expertise) in shaping marketing strategies based on Social media is effective in small businesses. Therefore, the results indicate the impact of each of the different categories on the formation of social media-based marketing strategies in small businesses, so to succeed in this, special attention must be paid to these categories. Given the special place of social media in the field of business, the purpose of this study was to identify the perspectives of tourism executives and experts on the value and importance of social media as an effective tool in the business process, especially for small businesses. Present work is a qualitative study based on multiple case studies. Accordingly, semi-structured interviews were undertaken for data gathering with 10 executives and sales experts of three tourism complexes based in Kish Island. The samples were selected through a judgemental sampling method. The results showed that the capabilities (communication and information bridge, wide range of access to contacts, display of services and products in the form of photos and videos, advertising and development of its channels, low media cost, fluidity and flexibility, surveys and feedback and Powerful arm of marketing strategy); Consequences (customer persuasion - high effectiveness and influence (influencer)); Challenges (filtering and legal restrictions, weakness in identifying appropriate advertising methods and lack of resources and facilities) and solutions (using attractive and creative methods in attracting customers, producing and providing appropriate content and using knowledge and expertise) in shaping marketing strategies based on Social media is effective in small businesses. Therefore, the results indicate the impact of each of the different categories on the formation of social media-based marketing strategies in small businesses, so to succeed in this, special attention must be paid to these categories. https://nmrj.ui.ac.ir/article_24890_4e72fe2ec62911ce3a2e2d391fbaefb9.pdf