The aim of this research is to present a new model of marketing communications with an emphasis on the role of social media and its impact on consumer purchasing behavior in online retail stores. The present research is applied in terms of its purpose and is a mixed research (quantitative and qualitative) in terms of the method of data collection. The statistical population of the qualitative part is senior expert managers and academics with experience and familiar with the concept of marketing, and in the quantitative part, online retail customers. In the qualitative stage, 10 academic experts and marketing managers were used to extract the conceptual model using purposeful judgmental sampling, and in the quantitative stage, simple random sampling was used. Data collection in this study was carried out through interviews and questionnaires. In the qualitative stage of the research, after the initial analysis, 73 indicators were identified in three main areas. By conducting semi-structured interviews and analyzing the opinions of experts, these indicators were reduced to 37 key indicators, which included 5 management indicators, 29 indicators related to interactive marketing, 6 content indicators, and 5 indicators in the field of competitive intelligence. The results of the structural equation model test in the quantitative part, while confirming the model fit, show that store management factors with a standard impact coefficient of 0.79, strengthening the interactive space in social media with a standard impact coefficient of 0.94, media content factors with a standard impact coefficient of 0.98, and competitive intelligence with a standard impact coefficient of 0.77, have a positive and significant impact on consumer purchasing behavior.