Social networks have emerged as a convenient tool for providing products and services to customers by combining online sales and marketing of goods and services. This tool has become a unique tool in modern marketing with features such as information, entertainment, soc
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Social networks have emerged as a convenient tool for providing products and services to customers by combining online sales and marketing of goods and services. This tool has become a unique tool in modern marketing with features such as information, entertainment, social creation of people and customers and interaction and retention with customers the present study aimed to identify and analyze the challenges of marketing in social networks. This research is based on an applied purpose and in terms of qualitative method and has an inductive approach. In order to analyze the data of in-depth semi-structured interviews, the content analysis method has been used. The statistical population includes 8 activists and experts in the field of digital marketing and appropriate texts for extracting indicators (theoretical foundations). In this research, snowball method has been used for sampling and saturation of themes has been used as a method to end sampling. The result of qualitative data analysis is the identification of 9 comprehensive themes, 21 organizing themes and 10 basic concepts. Comprehensive themes include user engagement, negative word of mouth, price competition, site / social page optimization, lack of academic training, uncontrollable competition, customer persuasion, lack of skilled manpower, and organizational infrastructure presented in a model. In the end, some suggestions are presented based on the results
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