مهشید شاه محمدی

Purpose: The purpose of this research is to provide a framework for innovative social media marketing strategies to address the impacts of health crises on small and medium-sized enterprises (SMEs). Method: This research is applied in nature, based on a survey-exploratory approach, and employs a qualitative methodology. The statistical population consists of experts in urban management and human resources management. Using the theoretical sampling method, interviews were conducted with 15 experts until theoretical saturation was achieved. The collected data were analyzed using content analysis. Findings: The research findings resulted in a comprehensive model comprising five main themes and eighteen sub-themes. These include: driving factors (online brand communities, social listening, customer participation marketing, prosumer (producer-consumer) influencer marketing, gamification), strategic factors (increasing engagement, product/service development, increasing brand awareness, creating word-of-mouth advertising, increasing brand credibility), facilitating factors (brand associations, strengthening brand identity), primary outcomes (correctly understanding consumer needs and opinions, creating value for consumers),  secondary outcomes (market development and new customer acquisition, sales promotion, loyalty promotion). Conclusion: The study provides a practical framework to enhance SME resilience through innovative social media strategies during health crises, emphasizing key driving, strategic, and facilitating factors along with their outcomes.