List of Articles درگیری مشتری

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  1 - Designing and Validating an Effective Social Media Marketing Model in the Tehran Dairy Industry
  maryam abdoli Hosein Bodaghi Khajenobar Reza Rostamzadeh Farzin Modares Khiyabani
  10.30495/mediastudies.2022.60291.1381
    Nowadays, social media is widely used for marketing activities. Despite the many benefits, there is still no comprehensive model for regulating marketing efforts in this area. The purpose of this study is to design and validate an effective model of social media More

    Nowadays, social media is widely used for marketing activities. Despite the many benefits, there is still no comprehensive model for regulating marketing efforts in this area. The purpose of this study is to design and validate an effective model of social media marketing in the Tehran dairy industry with a mixed approach. The present study was conducted with a mixed (qualitative-quantitative) approach. The statistical population of this research in the qualitative part includes experts of Tehran milk industry. Qualitative sampling continued in a targeted manner until theoretical saturation was achieved. The statistical population in a small part also includes customers of Tehran milk industry. Using the Cochran's formula for uncertain communities, 384 people have been calculated as a sample. Cluster sampling method and available individuals were used for sampling. Semi-structured interview and Likert scale questionnaire were used to collect data. In order to analyze the data in the qualitative part by the data analysis method of the foundation, the indicators of the social media marketing model were identified using MAXQDA. Then, using structural-interpretive modeling and using MICMAC, a basic model was designed. Structural equation modeling and LISREL software were used to validate and present the final model. Findings showed that the components of knowledge management, customer needs assessment and customer engagement are among the basic components of the model that affect the strategic marketing and competitive advantage of the company and lead to media effectiveness and customer loyalty. Manuscript profile
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  2 - Content Strategies in Social Media: Health-Oriented Brand Communities in Iran
  kianoush nazari ameleh pejman jafari farhad ghaffari
  Introduction: The rapid growth of social media has created many opportunities for health professionals to undertake a large part of their marketing activities in this area. The main objective of the current study is to fully understand the main factors of the content st More

  Introduction: The rapid growth of social media has created many opportunities for health professionals to undertake a large part of their marketing activities in this area. The main objective of the current study is to fully understand the main factors of the content strategy in Instagram social media health clinics to increase the engagement of brand community members. Methods: The present study was done in two stages. In the first stage, through the investigation of previous studies and deep interview with 8 native experts the model has been designed. Second stage, relations between the variables of the model were investigated. In the method, a multiple case study, 1572 posts of Instagram, 8 health clinics, were coded and analyzed using a netnography method during a year. Results: At 95% confidence level there was a significant relationship between the content type (p<0.001( and hashtag (p<0.000( with the customer engagement variables and between the content agility (p<0.001( with the customer engagement (except of save post and discovery percentage), and between the content day (p<0.001( with the customer engagement variables  (except of discovery percentage and impression), and relationship between content context (p<0.001( with customer engagement (except of profile visit and discovery percentage) and tone of voice (p<0.002(  with customer engagement (with the exception of likes, discovery percentage and new folowers). Conclusion: The resulting factors help the health clinics to optimize the content of their brand community, which can increase the number of members of a brand community and engage them with content.   Manuscript profile
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  3 - The Effect of Applying Customer Knowledge on Innovation and New Product Efficiency (Case Study: Samasamaneh Software Company)
  faranak khodayari بهزاد kh
  10.30495/jomm.2022.64206.1882
  In this paper, we have studied the impact of utilizing the customer knowledge on the innovation and new products’ performance in Sama Samaneh Software Co. Theoretical foundations and similar researches’ literature was reviewed to design a research model. Thr More

  In this paper, we have studied the impact of utilizing the customer knowledge on the innovation and new products’ performance in Sama Samaneh Software Co. Theoretical foundations and similar researches’ literature was reviewed to design a research model. Three types of customer engagement are identified (customer as the information source, customer as the innovative colleague, and customer as innovative) and their correlation with other variables are proposed as the main hypotheses. Ninety Sama Samaneh holding employees and managers were randomly chosen for the descriptive survey method. A questionnaire consisting of seven-level Likert scale closed questions was designed to measure the main variables. Validity and reliability of the questionnaire was measured as very good, and the data was analyzed using SPSS and PLS software. The results show that the proposed model can predict the performance of new products in 80% of the cases. They also show that the nature of customer’s knowledge impacts their type of engagement in developing new products, and the performance of new product development relies on customer’s engagement type.  Manuscript profile
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  4 - Providing a model of value creation with customers in the banking industry from a phenomenological perspective
  Amirali koushki Fataneh ALIZADEHMESHGANI Nasser Fegh-hi Farahmand
  Creating value with customers is the current and future model of the banking industry that combines environmental, social and governance factors in the public interest. It seems that in the context of the country's banking industry, achieving value creation with custome More

  Creating value with customers is the current and future model of the banking industry that combines environmental, social and governance factors in the public interest. It seems that in the context of the country's banking industry, achieving value creation with customers is achievable. The present study aimed to provide a model of value creation with customers in the banking industry (Case study: Bank Mellat). This research is an exploratory research from the perspective of the purpose, which has been mixed with research method and based on deductive-inductive reasoning. The statistical population of this study includes theoretical experts (marketing professors) and experimental experts (banking industry managers). Sampling was done in a non-probabilistic and purposeful manner. Data collection tools are semi-structured interviews and questionnaires. Qualitative phenomenological analysis has been used to analyze specialized interviews. Also, the identified indicators have been validated by fuzzy Delphi method. Finally, the final research model is presented by fuzzy dimtel method. Research data analysis was performed in the qualitative phase with MaxQDA software and in the quantitative phase with Matlab software. Based on the results of this study, based on the designed initial model, it was found that value creation strategy has an effect on organizational knowledge management and human resource management. Manuscript profile
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  5 - شناسایی عوامل موثر در درگیری مشتری بر قصد خرید محصولات سازگار با محیط زیست در صنعت مد و لباس پایدار
  مریم غیاث ابادی فراهانی مهدی روح الامینی پیمان غفاری اشتیانی شهربانو قلی پور فریدونی
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  6 - Investigating the effect of electronic word of mouth practices on the mobile banking adoption intention due to the role of trust and costomer involvement (Case study: Bank Mellat customers in Tehran)
  مسعود صمدزاده Setareh Akhavan
  The present study is an applied descriptive survey study that investigates the effect of electronic methods of word of mouth marketing on the intention to use banking with regard to the role of trust and customer engagement among Bank Mellat customers in Tehran, for thi More

  The present study is an applied descriptive survey study that investigates the effect of electronic methods of word of mouth marketing on the intention to use banking with regard to the role of trust and customer engagement among Bank Mellat customers in Tehran, for this purpose 385 people through Available sampling was selected to answer the questionnaire as a data collection tool and the collected data were analyzed after checking the validity and reliability of the questionnaire and its standardization through structural equations and Smart PLS software. The results showed that the quality Argument, capacity, stability and credibility of the source have a positive and significant effect on trust in banking and the intention to use mobile banking, but the volume of marketing has only affected the intention to use mobile banking. Customer engagement also moderates the relationship between word-of-mouth electronics and banking trust. According to the results of the research, it can be said that Bank Mellat and other banks can use electronic methods of word-of-mouth marketing to develop and expand their activities.tomer engagement also moderates the relationship between word-of-mouth electronics and banking trust Manuscript profile