List of Articles انسیه عسگری

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  1 - The effect of environmental factors on financial performance with the mediating role of coverage capabilities
  mohamad Hadi Asgari Nadia Montazeri Mitra Sadoughi
  Objective: The purpose of this study is to investigate the impact of environmental factors and marketing capabilities of coverage on financial performance.Method: The present study is a descriptive-survey study based on the applied purpose. All managers, deputies and se More

  Objective: The purpose of this study is to investigate the impact of environmental factors and marketing capabilities of coverage on financial performance.Method: The present study is a descriptive-survey study based on the applied purpose. All managers, deputies and senior experts of Bank Melli in Mazandaran province were considered as a statistical population. A total of 290 people were selected based on Krejcie and Morgan table and simple random sampling method as the research sample size. To assess the research variables, valid questionnaires of environmental factors Javarski and Kohli (1993) and Olsen et al. (2005), marketing capabilities of Vijand et al. (2012) and financial performance of Nicholas and Sardan (2011) were used. The validity of the structure was evaluated using confirmatory factor analysis and Cronbach's alpha coefficient greater than 0.7 for different structures confirmed their reliability. Data analysis was performed by structural equation modeling using LISREL software.Findings: The research findings showed that environmental factors have a positive and significant effect on the coverage capability and financial performance of the bank. The coverage capability of marketing also has a significant effect on financial performance.Conclusion: The results indicate that the ability to cover marketing has a mediating role in the impact of environmental factors on financial performance. Manuscript profile
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  2 - Investigating the Involvement of Customer Decision Making by Reflecting on the Synergistic Backgrounds of Brand Value, Brand Love, and Brand Identity in Online Brand Communities
  mohamad Hadi Asgari Ali Einy
  Objective: The purpose of this study is to investigate the conflict between customer purchasing decision making and reflection on the synergistic antecedents of brand value, brand love and brand identity in online brand communities.Method: The present study is a descrip More

  Objective: The purpose of this study is to investigate the conflict between customer purchasing decision making and reflection on the synergistic antecedents of brand value, brand love and brand identity in online brand communities.Method: The present study is a descriptive-survey study based on the applied purpose. Customers and buyers of Digi Kala online store products were considered as a statistical population. A total of 384 people were selected based on Cochran's formula and available sampling method as the sample size of the research. Standard questionnaires were used to measure the research variables. The validity of the research instrument was confirmed using face validity, content and factor analysis, and Cronbach's alpha coefficient greater than 0.7 for different structures confirmed their reliability. . Data analysis was performed by structural equation modeling using LISREL software.Findings: The research findings showed that brand identity has a positive and significant effect on brand love, brand value synergy and customer purchasing decision involvement. Love for the brand has a positive and significant effect on customer conflict decision making conflict. Synergy of brand value has a positive and significant effect on customer purchase decision conflict.Conclusion: The results indicate that brand identity by considering the mediating role of brand love and synergy of brand value have a significant effect on customer decision making conflict. Manuscript profile
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  3 - Analyzing the mediating role of social influence transmission in the impact of digital content marketing components on word of mouth e-marketing and viral e-marketing
  Mohamad Shoaib Allami mohamad Hadi Asgari
  Background: The purpose of this study is to analyze the mediating role of social influence transmission in the impact of digital content marketing components on word of mouth electronic marketing and viral electronic marketing of food tourism industry in Guilan province More

  Background: The purpose of this study is to analyze the mediating role of social influence transmission in the impact of digital content marketing components on word of mouth electronic marketing and viral electronic marketing of food tourism industry in Guilan province.Objective: To measure the impact of digital content marketing components by emphasizing the mediating role of social influence transfer on word of mouth electronic marketing in the food tourism industry of Guilan province and is of a practical type.Methods: The method of the present study in terms of nature, descriptive-survey and statistical population of this study included all tourists in Guilan province. Due to the unlimited statistical population, the population size was determined based on Krejcie Morgan table 384 people who were selected by available sampling method, statistical samples. Data collection tools and information in this study are digital content marketing questionnaires (Yi Bo et al., 2020); Electronic Viral Marketing (Joe Parkinson et al., 2019); And word-of-mouth marketing (Kwak and Kim, 2017); Their content validity was confirmed according to scientific experts and structural validity was confirmed based on confirmatory factor analysis, convergent validity and divergent validity.Resualt:In this study, normative social influence has been able to.Conclusion: The findings showed that the transfer of social influence has a positive and significant effect on the impact of digital content marketing components on word of mouth electronic marketing and electronic viral marketing, which means that by increasing the transfer of social influence and improving its indicators, Expect the digital content marketing components to improve. Manuscript profile