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List of Articles
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Open Access Article
1 - Model for inbound and outbound marketing in digital marketing
Razieh Kokabi Kambiz Heidarzadeh bahram kheiriIn recent decades, the development of new communication technologies has led to dramatic changes in all aspects of social life and its effects are increasing day by day. The importance of digital marketing these days is not hidden from anyone and this importance is only MoreIn recent decades, the development of new communication technologies has led to dramatic changes in all aspects of social life and its effects are increasing day by day. The importance of digital marketing these days is not hidden from anyone and this importance is only due to its rapid growth. It's not because the future of businesses depends on marketing. In the near future, all forms of traditional marketing will work in a new way, in line with digital marketing. Much of inbounded marketing or gravitational marketing relies on creating valuable content and attracting visitors. The present study is conducted with a mixed research approach and the statistical population is academic experts with marketing management expertise and experts active in the field of digital markets. The number of statistical samples in the qualitative stage is sufficient for 12 people to be interviewed and in the quantitative stage 161 digital marketing activists are selected in companies active in the field of internet marketing. In order to validate the model, Delphi method, confirmatory factor analysis and SWRAR technique are used for screening and prioritization of effective factors. Finally, after determining the categories, the general classes of the model are identified in the form of causal factors, pivotal phenomenon, background factors, strategies, intervening factors and consequences. Manuscript profile -
Open Access Article
2 - Fourth Dimensional Model for Boosting Electronic Marketing of Future Conversational Industries at 1404 Horizon (Focusing on Electronic Marketing Mix of Zanjan Province)
babak molaei Afsaneh Zamanimaghadam Firozeh HajialiAkbariAbstractThe purpose of this study was to provide a four-dimensional model for strengthening the electronic marketing of the future transformative industries at the 1404 horizons (focusing on the electronic marketing mix of Zanjan province). The method of this research i MoreAbstractThe purpose of this study was to provide a four-dimensional model for strengthening the electronic marketing of the future transformative industries at the 1404 horizons (focusing on the electronic marketing mix of Zanjan province). The method of this research is based on the type of purpose, mixed, applied and exploratory method in a survey method. The validity of the research is based on the construct validity and reliability of the questionnaire by the Cronbach's alpha method (0.735).The statistical population of this study was 600 people in the qualitative section of the academic experts and managers and experts of the Jihad-e-Agriculture Organization of Zanjan Province, and in the quantitative section, experts of Jihad-e-Agriculture Organization of Zanjan Province, 600 people. Using simple random sampling method, a statistical sample was used. The Cochran formula was used to determine its volume and distributed and collected based on 234 questionnaires. Also, descriptive statistics and inferential statistics were used to analyze the data. Independent T-test was used to identify the effective components and compare the existing and desired status, and Friedman's test was used to rank the identified components with the help of Excel and SPSS software. Is.Dimensions, components and indicators of electronic marketing in the transformation industry focused on the electronic marketing mix: price (payment method, discount, price based on value, auction and advertising); in the end, according to the results of the research, applied proposals for presentation Has been. Manuscript profile -
Open Access Article
3 - Presenting the related model of store environment effective elements on consumer feelings and impulsive buying: Application of Future study approach in retail industry
Bahman Fallah HoseinAbadi Hassan Esmailpur Hamid Reza Saeednia Mansoure AligholiThis study aims to investigate a process in which four store environment elements (music, lighting, staff, and layout) and two individual characteristics (attitude to enjoy shopping and attitude to impulsive buying) affect the impulsive buying behavior through positive MoreThis study aims to investigate a process in which four store environment elements (music, lighting, staff, and layout) and two individual characteristics (attitude to enjoy shopping and attitude to impulsive buying) affect the impulsive buying behavior through positive and negative feelings and force the person to do shopping by future study approach in retail industry. The required data were collected using a standardized questionnaire given to 385 shoppers from the Refah Chain Stores across the city of Tehran. The validity was tested using content validity and confirmatory factor analysis and the reliability was tested using Cronbach's alpha. For data analysis using the structural equations, the statistical software PLS 3.0 has been used. In the structural model tested by PLS, the researchers have found that the store environment could lead to impulsive buying through the positive effect and motivation and also help retail industry in future by estimating of consumer behavior. The results have also shown that the personality variables affect the impulsive buying through the negative effect and motivation. It was also revealed that layout is the most important factor affecting the impulsive buying. Manuscript profile -
Open Access Article
4 - A Futurology-Based Study into the Key Factors Affecting the Competitive Advantage with an Emphasis on Social Marketing (Case Study: Refah Bank Staff)
mahdi karimian kakolaki Mohammad Haghighi abdolkhalegh gholami chenarestan oliaThis research took a futurology-based approach to study and analyze the key factors influencing the competitive advantage with an emphasis on social marketing in Refah bank staff. The study was of applied type in terms of its purpose and of descriptive type in terms of MoreThis research took a futurology-based approach to study and analyze the key factors influencing the competitive advantage with an emphasis on social marketing in Refah bank staff. The study was of applied type in terms of its purpose and of descriptive type in terms of data collection. The six hypotheses used in this study were taken from a conceptual model which was obtained in a qualitative research. Further, the data was gathered via a researcher-developed questionnaire. The statistical population of the study included 200 mangers and experts of Refah bank. The sample of the study also consisted of 127 managers and staff done by gorjesi and Morgan table through clustering method. For validity check, face and content types of validity were checked and for reliability, Chronbach alpha was used. Given the low number of participants, PLS, which is a variance-based technique for path modeling, was employed to analyze gathered data. The obtained results of the study confirmed all of the hypotheses. Accordingly, it could be concluded that the key factors influencing the competitive advantage for Refah bank staff are “social responsibility”, creating confidence and welfare for customers”, “implementing customer–oriented policies”, and “emphasizing on customers’ fidelity and satisfaction” through purposive marketing and green marketing methods. Manuscript profile -
Open Access Article
5 - Futuristic model to improve the capabilities of technology transfer in automotive safety systems
AMIR REZA NAKHAEI Soleyman Iranzadeh mehrdad Hosseini ShakibBackground: Car safety systems, as one of the most important parts of the automotive industry, to improve quality and prepare for the future, require the identification of modern technologies and appropriate methods of their transmission.Objective: The aim of this study MoreBackground: Car safety systems, as one of the most important parts of the automotive industry, to improve quality and prepare for the future, require the identification of modern technologies and appropriate methods of their transmission.Objective: The aim of this study is to identify the components of improving the transmission capabilities of technology in automotive safety systems and to analyze the relationships between them with a forward-looking approach.Methods: This study is applied and descriptive survey study and based on mathematical modeling with fuzzy inference system. Using previous literature and research studies and interviews with 11 experts from automotive safety systems companies, indicators are identified and categorized. And to analyze the relationships between the factors, the fuzzy inference approach with Matlab software are used.Results: 20 indicators are identified and categorized into 4 components. The localization and deployment component of technology with the first rank and 34.38% weight criterion is the most important variable and the identification and selection of technology with 19.66 weight criterion is in the last rank.Conclusion: senior executives and automakers should pay special attention to the indicators of the capability of localize and deploy technology. Manuscript profile
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