Strategic communication studies

Strategic communication studies

The strategic paradigm of commercial advertising agencies in social media

Document Type : Original Article

Authors
Mohammad Nojan Heydari Esfahani 1
Mohammad Reza Rasouli 2
Hamid Reza Hoseinidana 3
1 PhD Student, Department of Communication and Media, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
2 Associate Professor, Department of Culture and Media, Central Tehran Branch, Islamic Azad University, Tehran, Iran (Corresponding Author).
3 Assistant Professor, Department of Communication Sciences, Damavand Branch, Islamic Azad University, Damavand, Iran.
10.22034/rcc.2025.2044842.1175
Abstract
 
The present study aimed to develop and analyze a strategic paradigm for commercial advertising by advertising agencies on social media, employing a qualitative approach based on SWOT analysis. Data were collected through semi-structured interviews with 10 experts in the fields of advertising and social media and analyzed using the IFE and EFE matrices and the TOWS model for strategy formulation.
The findings revealed that the most critical factors contributing to advertising success include the intelligent use of influencers, the development of customer databases to track consumer behavior, and adherence to data security principles. Moreover, drawing upon a conceptual model that integrates Persuasion Theory, the 4C Model, and SWOT–TOWS analysis, the results indicated that threats such as content filtering and security concerns necessitate the adoption of conservative strategies.
Key criteria that contribute to the formulation of a strategic advertising model include the creation of a customer database to track behavior on social media (e.g., identifying returning users), ensuring audience data security and building trust, and enhancing user engagement with business managers on social platforms. The production of persuasive content tailored to audience needs plays a vital role in improving interaction and advertising effectiveness.
The 4C model aided in identifying key components of content, context, communication, and community. SWOT and TOWS analyses recommended a conservative WO (Weaknesses–Opportunities) strategy, emphasizing the smart use of influencers and the generation of targeted content. Ultimately, the proposed model supports advertising managers in formulating more effective strategies for audience engagement and improving advertising performance.
 
 
Keywords
Advertisement centers
Commercial advertising
Paradigm
Social networks

Subjects

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  • Receive Date 16 December 2024
  • Revise Date 19 May 2025
  • Accept Date 30 May 2025