Word-of-Mouth Communication Through Social Media

The aim of the present study was the relationship between marketing and advertising, especially word-of-mouth communication through channels such as social media (Telegram, Instagram). The research method was descriptive-correlational. The statistical population of this study includes all managers of companies that use channels and cyberspace for advertising and marketing. A total of 92 people were selected by simple sampling method as the statistical sample of the present study. Data collection tools included a questionnaire. The results showed that the highest priority is related to level 3 "mechanism", with a weight of 0.236. Level 2 "Criteria" with a weight of 0.225 is in the middle priority. Level 1 "Target" with a weight of 0.1939 has the lowest priority. Also, the compatibility coefficient of the comparisons made is 0.334, which is less than 0.1. Level 3 (0.236), Level 2 (0.225) and Level 1 (0.391) are the top priorities, respectively.