List of articles (by subject) Marketing
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Open Access Article
1 - Customer Experience Management: Scientometric Analysis to Record the Past and Illustrate the Future
pegah Hoodi Tahmours Hasangholi PouryasouriPurpose: One of the debates that has received much attention by many researchers in recent years and provided a platform to examine its various fields is customer experience management. Companies can differentiate themselves from competitors, create greater customer loy MorePurpose: One of the debates that has received much attention by many researchers in recent years and provided a platform to examine its various fields is customer experience management. Companies can differentiate themselves from competitors, create greater customer loyalty, and provide stronger brand relations via the experiences provided to their customers. The present study is aimed to identify the changes and progress made in customer experience management. Methodology: For this purpose, the papers available in the Web of Science database were analyzed over a period of 24 years (1998 to 2022) using scientometric methods.Findings: The results of the study present a comprehensive review of the field of customer experience management by identifying its basics, provide influential works and intellectual link between the works. It is noteworthy that the present analysis reveals more cited articles, key authors, keywords, intellectual turning points, and emerging research trends in this field. Conclusion: These results help researchers to perceive the boundaries of the researches conducted in customer experience management and gain valuable scientific information through which they can determine the development process of their future studies. Manuscript profile -
Open Access Article
2 - Presenting a Systemic Model for the Effectiveness of Marketing Communication Activities in Social Networks
Somayyeh Abesh Loui Aghdam heirsh soltanpanah Omid Mahdieh Roya Shakeri Foad HabibiRetailers need to take care of their customers and attract new customers through introducing and advertising their products, considering that social network marketing communication has created a new and profound transformation in businesses. Retailers need to exploit an MoreRetailers need to take care of their customers and attract new customers through introducing and advertising their products, considering that social network marketing communication has created a new and profound transformation in businesses. Retailers need to exploit and be more effective. Making their connections in the created space. Therefore, in this research, we present a model for the effectiveness of marketing communication in social networks for the first time in the retail industry in Iran. The statistical population of the research was determined by using targeted sampling among experts, including academic professors and marketing managers of retail companies, and using coding in the software, four main themes were extracted from interviews with the statistical population and related to the subject of research and information. Among the researcher's notes, the codes (concepts) of branding, brand preference, sales increase, word of mouth, and commercial advertising have been the most frequent. This model can be used by retail owners and business managers to create a sustainable competitive advantage through social networks, increasing the effectiveness of market communication. Manuscript profile -
Open Access Article
3 - Evaluating the extent to which public relations of private organizations employ social networks to introduce products and services
Alireza Biabannavard Sarvestani Helen HedeshianSocial networks advertisements can be employed as a powerful means of communication to achieve goals such as sales, profitability and reinforcing brand image. Organizations managers have established a department titled “public relations” in their organizatio MoreSocial networks advertisements can be employed as a powerful means of communication to achieve goals such as sales, profitability and reinforcing brand image. Organizations managers have established a department titled “public relations” in their organizations, through which they communicate with individuals inside and outside the organization, so that they can fulfill their goals at lower costs and within shorter time by informing and persuading those individuals. In this regards, the present study is aimed at evaluating the extent to which public relations of private organizations employ social networks to introduce their products and services. Research population consists of managers and public relation experts of private sector’s organizations in Yazd, Iran. The present study takes a survey method and is regarded as field-work research. Sampling method is based probability and availability. Due to the limited population, 76 individuals were selected as the sample through limited population formula. Data was analyzed via Smart-PLS. results reveal that public relations of private organizations employ social networks at an optimal and acceptable level to introduce their products and services. Hence the hypothesis of the study is confirmed. Manuscript profile -
Open Access Article
4 - Presenting a Paradigm Model of Green washing based on the Grounded Theory Approach
mahsa jandaghi Mahmud Naderi BeniGreenwashing is considered as a deliberate and conscious deception of the consumer in relation to the environmental activities of an organization or the environmental benefits of a product, which has adverse consequences for various groups, including consumers, stakehol MoreGreenwashing is considered as a deliberate and conscious deception of the consumer in relation to the environmental activities of an organization or the environmental benefits of a product, which has adverse consequences for various groups, including consumers, stakeholders and the environment, therefore, the purpose of this article was to analyze the different angles of greenwashing in the real context of the companies active in the dairy industry, as well as to identify and explain this phenomenon. The philosophy of this research is interpretive, its approach is qualitative, and the strategy used is grounded theory based on the emergent approach. The studied community included managers and activists of the dairy industry and related organizations, 15of whom were selected through purposive sampling until reaching theoretical saturation, and the research data was collected through semi-structured interviews. In order to check the strength of the research, the four criteria of reliability, transferability, reliability and verifiability have been used. The relevant data analysis has been done using MAXQDA software and open, central and selective coding processes, and during continuous comparison, 427codes, 27concepts, 11categories and 2categories have been obtained. which has led to the emergence of the final model of research around the central category under the title of "companies greenwashing actions" model. The mentioned model includes the causes and results related to the central category of the research. In general, this study, by explaining the greenwashing measures theory, has provided the necessary platform for understanding this category of measures as well as their control and prevention. Manuscript profile -
Open Access Article
5 - Virtual & Cyber Whistle Blowing Role of Brand Hate among Home Appliance Customers
Mohammad Reza Dalvand mohammad hadi zohdiThe primary reasons for this review are ID, displaying and positioning of variables impacting the brand disdain. To do this, mixed approaches of qualitative and quantitative have used. In the qualitative approach, the grounded theory method has considered. Hence, the op MoreThe primary reasons for this review are ID, displaying and positioning of variables impacting the brand disdain. To do this, mixed approaches of qualitative and quantitative have used. In the qualitative approach, the grounded theory method has considered. Hence, the opinions of 18 sale managers in the field of home appliance, as experts, collected and analyzed. The results of analyzing in 3 steps of grounded theory with MAXQDA software revealed that 14 variables affect the brand hate which are placed in 3 groups of casual condition, external factors and main variables.The results of this section was approved by 10 indicators of Strauss and Corbin. In the next section, for understanding the importance and rank of each variables in brand hate, MADM method has used. The results of this section showed that among main variables, experimental avoidance; among casual condition, marketing and advertisement and among external factors, competition had highest importance. Manuscript profile -
Open Access Article
6 - The Study of Electroencephalography in Neuromarketing Research, Consumer Behavior and Performance Method: A Systematic Analysis
Samira Nazari Ghazvini Younos Vakil Alroaia Rohizat BaharonNeuromarketing and its tools are an emerging and evolving field that bridges the gap between consumer behavior studies and neuroscience. These new technologies are used in the field of neuromarketing and neuroscience to observe the brain areas involved, for example, in MoreNeuromarketing and its tools are an emerging and evolving field that bridges the gap between consumer behavior studies and neuroscience. These new technologies are used in the field of neuromarketing and neuroscience to observe the brain areas involved, for example, in seeing, hearing, or smelling the product. For example, functional magnetic resonance imaging (FMRI), electroencephalography (EEG), and event-related potentials (ERP) are used to identify the active points in the consumer's brain when they see, smell, or hear the product or service being tested. How these different techniques and tools work in neuromarketing has always been somewhat confusing to marketers. This study aims to examine the research articles published on the ScienceDirect website by identifying the current state of neuromarketing tools and electroencephalography (EEG) in neuromarketing to identify research gaps and provide recommendations for the application of this technique for experimental research for marketers. Using a two-stage bibliographic methodology, we show that although "neuromarketing" is the focus of research on the ScienceDirect website, there are not many empirical studies examining electroencephalography (EEG) and the combined use of this technology in consumer behavior. However, the use of this tool to screen messages and promotional materials has received the most attention. This study highlights the limitations of a systematic investigation of EEG issues in neuromarketing by examining FMRI, EEG, and ERP technologies. It also focuses on consumer behavior, particularly online shopping decision making, website design, and consumers' physiological responses to the brand. In addition, future studies are expected to be completed by combining EEG and neuromarketing technologies. Manuscript profile -
Open Access Article
7 - The impact of a brand's country of origin and manufacturer on customers' perceptions of a country's institutional environment and their purchasing decisions taking into account the moderating role of beliefs arising from customer trust
Seyyed Reza Jalalzadeh Amir MomeniIn today's competitive markets, brands are always trying to create a desirable image of their products and services to elicit more favorable tendencies in customers. Beyond the marketing efforts of brands, there is an important factor that can either strengthen or weake MoreIn today's competitive markets, brands are always trying to create a desirable image of their products and services to elicit more favorable tendencies in customers. Beyond the marketing efforts of brands, there is an important factor that can either strengthen or weaken these marketing efforts. This factor is related to the country of origin or manufacturer of a brand, which can have an impact on consumer behavior and perceptions of products and brands from that country. Therefore, the aim of this research is to investigate the effect of the country of origin and manufacturer on consumer perceptions of the institutional environment of countries and purchasing decisions, taking into account the moderating role of beliefs arising from customer trust. This research is an applied study and, in terms of data collection method, is descriptive-correlational. A library approach was used to extract studies, and a field approach was used to collect statistical data, with the data collection tool being a questionnaire. The study population consisted of customers who own and purchase iPhones from the Apple brand in districts 1, 2, and 3 of Tehran. Descriptive statistics and inferential analysis were used to analyze the data, and the software used to analyze the data was SPSS and smart PLS. The results indicate that the country of origin of a brand has an impact on perceptions of the legitimacy and regulatory environment of that country. Additionally, the results show that the country of manufacture of a brand also has an impact on perceptions of the normative environment and regulatory environment of that country. On the other hand, perceptions of the legitimacy of the country of manufacture of a brand have an impact on customer preferences for a brand and a willingness to pay a higher price for a brand. However, the impact of the country of origin on customer purchasing decisions with the moderating role of beliefs in brand benevolence, honesty, and capability has not been confirmed. Manuscript profile