Designing a Social Media Marketing Model to Influence the Purchase Decision-Making Process of Potential Customers for Green Residential and Commercial Buildings.

Introduction
The increasing importance of green residential and commercial buildings has drawn attention to the role of social media marketing in shaping consumer behavior. Understanding the impact of social media on the purchasing decision-making process of potential customers can provide valuable insights for promoting sustainable and environmentally friendly construction.

Materials and Methods
This study was conducted with the aim of designing a social media marketing model to influence the purchasing decision-making process of potential customers in the green residential and commercial building market in Mashhad. The research was applied in terms of purpose and qualitative in terms of data collection method and was conducted using a grounded theory method. The statistical population of the study included 10 experienced management experts with more than 10 years of experience in the field of green residential and commercial building sales, business management professors with reputable articles in the field of sustainable development, book authors, and experts related to green architecture. Qualitative data were collected through in-depth and semi-structured interviews. Then, using a grounded theory and coding method, 40 components and 112 indicators were calculated. Finally, by extracting, integrating, and combining concepts and categorizing them into larger categories, a paradigmatic research model was presented. Analysis and extraction of the qualitative research model were carried out using MaxQda software.

Findings
The results of the paradigm model showed that the central category includes digital marketing strategies, digital branding, customer relationship management, new sales techniques and analysis and optimization, causal conditions including property-related factors, manufacturer and brand-related factors, financial and economic factors, communication and information factors, social and cultural factors, factors related to customer needs and feedback, and technological factors, contextual conditions including technological and digital developments, market and demand changes, marketing and branding strategies, process and service improvement, human and specialized resource development, information management and transparency, collaboration and participation, infrastructure and legal requirements, and culture and experience, intermediary conditions including influential people, project stakeholders, buyers' social networks, media and platforms, experts and consultants, legal and professional institutions, informal intermediaries, and new technologies, strategies including content and information strategies, digital marketing strategies, interaction and communication strategies, service and customer experience strategies, financial and incentive strategies, and segmentation strategies. and goal setting and finally the consequences of this model include financial and performance consequences, brand-related consequences, sales process-related consequences, customer-related consequences, and challenges and risks.

Conclusion
The proposed model shows that using these strategies can improve the sales performance of green buildings, increase the credibility and recognition of sustainable brands, accelerate the sales process, and increase customer satisfaction and loyalty to environmentally friendly buildings, while challenges such as misinformation management and privacy protection must be carefully managed.
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