Commercial Surveys

Commercial Surveys

Designing an Affordance Model for the Use of Social Media in Iran’s Broiler Industry

Document Type : Original Article

Authors
pedram pouresmaeili 1
Mohsen Akbari 2
mohammad doostar 3
Narges Delafrooz 1
1 Department of business management, Ra.C., Islamic Azad University, Rasht, Iran
2 , Department of Business Management, Faculty of Management and Economics, University of Guilan, Rasht, Iran
3 Associate Proffesor, Department of Business Management, Faculty of Management and Economics, University of Guilan, Rasht, Iran
10.22034/bs.2025.2060205.3104
Abstract
The aim of the present study was to present the design an affordance model of Iran's broiler industry in the use of social media. The research was applied in nature, employing a qualitative approach. The participant criteria included professors, specialists, and academic experts in the field of marketing who were university faculty members or experts in marketing and e-commerce with at least 5 years of teaching experience , as well as written articles and research on the poultry market. Based on the theoretical saturation rule and using purposive sampling, 10 people were selected for the sample. The data collection tool was a semi-structured interview. The data were analyzed using a coding approach based on grounded theory. The findings showed that the causal conditions included the presence of intermediaries (brokers), independent poultry farmers, government policies, supporting institutions, producers, and disintermediation. Intervening factors included the dissemination of false news, the inability of some target communities to access social media, the development of distrust in the community, and the resistance of brokers. The strategic factors included chain building, coherence, and integrity of supply chains; government policies from supporting institutions; the introduction of diverse poultry industry products; the use of influencers; promotional campaigns; purchase discounts; training and information; and the development of interactions and communications. The platform-building factors included transparency in information; Public Informing; the dissemination of knowledge, experience and innovation; and acting as a bridge between the government and the producer. The outcomes included improving quality; providing economic and cost-effective products; sustainable growth; building brand identity; eliminating intermediaries; promoting national production; developing national and local brands; accessing more markets; and improving the distribution process. Based on the findings, relevant suggestions were presented.
Keywords
Affordance/ Broiler Industry/ Social Media

Subjects

 

MMR.2022.87863
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Commercial Surveys
Volume 23, Issue 131 - Serial Number 131
May and June 2025
Pages 83-100

  • Receive Date 11 May 2025
  • Revise Date 11 July 2025
  • Accept Date 12 July 2025