Document Type : Original Article
Authors
1
Professor, Faculty of Economics, Management and Administrative Sciences, semnan university
2
4. Ph.D. Candidate, Business Administration, Marketing major, Faculty of Economics, Management and Administrative Sciences, Semnan University, Iran.
10.22108/nmrj.2026.149685.3355
Abstract
As social media expands and niche markets develop, the effectiveness of promotional activities has become a key challenge in long-tail marketing. Despite growing research in digital marketing, no comprehensive model has yet been developed to explain the factors that influence promotional effectiveness in long-tail marketing on social media platforms. Therefore, this study aimed to identify these factors and develop a structural model of their relationships. The study is applied in purpose and employs a mixed-methods (qualitative–quantitative) design. In the qualitative phase, thematic analysis of semi-structured interviews with 16 academic experts, digital marketing specialists, and active social media users (theoretical saturation was reached at the 16th interview) was conducted to identify the main themes. In the quantitative phase, Interpretive Structural Modeling (ISM), involving 10 experts, was used to determine the relationships among the constructs, while Partial Least Squares Structural Equation Modeling (PLS-SEM), based on data from 120 active social media users, was employed to validate the model. The findings identified six main constructs: effective content characteristics, user interaction and engagement, trust and social influence, the role of platforms and algorithms, personalization and targeting of niche audiences, and promotional effectiveness. The quantitative results confirmed the model's acceptable fit and the significance of relationships among the constructs. The findings indicate that improving content quality, strengthening social interactions, leveraging niche influencers, strategically using social media algorithms, and personalizing promotional activities can enhance long-tail marketing effectiveness and support the development of marketing strategies for niche markets.
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