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Open Access Article
1 - 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 AsgariBackground: 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 MoreBackground: 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 -
Open Access Article
2 - Review the effect of social media content on purchase intention according to mediating role normative social and informational influence and customer’s relationship (Novin leather’s customers through social network of Instagram)
zahra feyzi peyman ghafariashtianiTodays, because of easy access of people to cyber space and social networks, Internet has got to inseparable part of life. Companies are trying to use this opportunity to their advantage desirably. Due to the tendency of young people to use social networks, these networ MoreTodays, because of easy access of people to cyber space and social networks, Internet has got to inseparable part of life. Companies are trying to use this opportunity to their advantage desirably. Due to the tendency of young people to use social networks, these networks can use for closer communication with potential and actual customers. In recent years, customers use online environment with new viewpoint and commercial manner. The emergence and expansion of online stores has turned users in to customers and social media has changed the way of relationship between marketers and customers. This research studies the effect of social media content on purchase intention according to mediating role of normative social and informational influence and customer’s relationship. Therefore, the researcher attempts to investigate the effect of social media content on purchase intention with regard to the mediating role of normative and informational social influence and customer relationship. This research is an applied research in terms of purpose and in terms of data collection it is a descriptive and survey research. The statistical population of this study is customers of the new leather shop via Instagram social network. In this regard, while reviewing the literature on the subject and using library resources, the researcher used a questionnaire to collect information. The hypotheses of this study have been tested using Structural Equation Test and LISREL software. The results show that social media content has a positive effect on purchase intention both directly and with the three mediating variables of normative and informational social influence and customer relationship. Manuscript profile -
Open Access Article
3 - The Relationship between Self-esteem, Social Influence and Life Satisfaction with Impulse Buying Tendency
M. Jalaly Sh. Nayebzadeh S. M. HakkakiThe aim of this study is to evaluate the effect of self-esteem, social influence and satisfaction with life on the tendency to impulse buying. Using the variables of life satisfaction, informational and normative dimensions of social influence and self-liking and self-c MoreThe aim of this study is to evaluate the effect of self-esteem, social influence and satisfaction with life on the tendency to impulse buying. Using the variables of life satisfaction, informational and normative dimensions of social influence and self-liking and self-competence dimensions from self-esteem indicator as independent variables and cognitive and affective dimension of tendency to impulse buying as dependent variable the research model is formed. The present study according to the aim, it is an application and correlation according to research method and using questionnaire and survey method to collect necessary data. The statistical population of this study is the buyers at shopping centers in Tehran. Cluster sampling method was used for choosing the shopping centers. Finally, using random sampling method, 398 samples were collected. Data analysis was performed using statistical methods and non-parametric tests and Spearman and Kendall correlation tests were used to determine the relation and calculate the correlation. The study results of the samples shows that an inverse relationship between life satisfactions and cognitive dimension of tendency to impulse buying is not supported and no relationship between life satisfaction with emotional dimension of tendency to impulse buying is supported, the normative social influence with affective tendency to impulse buying does not show a direct relationship, while the research results show that there is an inverse relationship between information social influences cognitive dimension of tendency to impulse buying. Also inverse relationship between self-liking and self-competence from self-esteem indicator and affective dimension of tendency to impulse buying is not supported, while the lack of relationship between self-esteem and cognitive dimension of tendency impulse buying has been supported. Manuscript profile -
Open Access Article
4 - The relationship between social influence and negotiation skills with organizational success
negar mafakheri محبوبه سلیمان پورعمرانThe purpose of this study was to determine the relationship between Negotiating skills On social influence and successfully of employees. The study population consisted of all employees, both male and female, their number was 75 In this study due to lack of population c MoreThe purpose of this study was to determine the relationship between Negotiating skills On social influence and successfully of employees. The study population consisted of all employees, both male and female, their number was 75 In this study due to lack of population census method used. Data collected by questionnaires that included negotiating skills Piraeus (1981) and social influence Jucal questionnaire (2003) and organizational success by a resident questionnaire (1388) respectively. To describe the data of the statistical indicators such as frequency, mean, standard deviation and percent (in the form of tables and charts), and Kolmogorov-Smirnov test for normality of data and to make inferences from data, statistical tests including correlation test Pearson regression, Friedman test and software spss22. was used. The findings showed that between skills and negotiation styles to social influence and organizational success and there is a significant positive relationship. Therefore, it seems more and more negotiation skills and social influence will be greater levels of organizational success. The highest rank and the lowest rank of the component elements of realism style is intuitive style That realism style indicator in University PNU Bojnoord most important and the least important is intuitive style. Manuscript profile -
Open Access Article
5 - Investigating factors affecting customers' trust in the use of electronic banking of Abhar Cooperative Development Bank
Mehrdad Nasiri Parvaneh NasiriThe current research has been conducted with the aim of investigating the factors affecting customer trust in using electronic banking services of Abhar Tose'e Ta'avon Bank. This research is considered applied in terms of its objective and uses a survey method for data MoreThe current research has been conducted with the aim of investigating the factors affecting customer trust in using electronic banking services of Abhar Tose'e Ta'avon Bank. This research is considered applied in terms of its objective and uses a survey method for data collection. The purpose of this article is practical and it used the survey method or questionnaire to collect research data.The statistical population of the study consisted of all customers of Abhar Tose'e Ta'avon Bank who have used electronic banking services. The sample size was estimated to be 384 individuals using Cochran's formula for an infinite population. The hypotheses of the research were tested through structural equation modeling using LISREL software. The results showed that perceived security, social penetration, individual skills, and perceived compatibility have a positive and significant impact on trust in electronic banking services. Furthermore, the results indicated that perceived security has a positive and significant effect on social penetration and individual skills. On the other hand, social penetration and perceived compatibility play the role of mediator variables in the relationship between perceived security and individual skills with trust.Keywords: perceived compatibility, perceived security, individual skills, social penetration, trust. Manuscript profile -
Open Access Article
6 - Study the Impact of Individual, Organizational and Cultural Variables in the Adoption of Information Technology among Teachers in the Form of Causal Modeling
Hassan Galavandi Farshid Ashrafi Salimi Kandi Sima AlizadehThe current study aimed to looking for the impact of individual, organizational and cultural variables in the adoption of information technology among teachers in the form of causal modeling. This study is placed among the causal modeling, which contains the path analys MoreThe current study aimed to looking for the impact of individual, organizational and cultural variables in the adoption of information technology among teachers in the form of causal modeling. This study is placed among the causal modeling, which contains the path analysis and structural equation modeling. The statistical population of the study was one district high school teachers in the city of Urmia with the 260 persons. Based on Krejcie and Morgan table 150 persons of them were selected by cluster sampling method. Therefore they responded the questionnaire which consists of these subscales: decide to use, expected performance, effort expectancy, social influence and facilitating conditions, individualism/ collectivism, uncertainty avoidance and power distance, and masculinity/ femininity. To analyze the data, structural equation modeling based on partial least squares (PLS) and one sample t test was used to check the status of cultural and organizational components. Findings showed performance and effort expectancy, and social influence had positive and significant effect on the decision to use information technology. Facilitating conditions and masculinity/ femininity had positive effect on use behavior. Also the effects of uncertainty avoidance and power distance were negative and significant. But the effect of individualism/ collectivism on these variables was not significant. Finally the tested model predicted 27% of variance in intention to computer use and 19% of use behavior. Manuscript profile -
Open Access Article
7 - بررسی تغییرات ارزشها و رابطهی آن با شکاف نسلها مطالعه موردی شهرهای استان مازندران
manochehr pahlavan
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