List of Articles Digital Content

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  1 - The impact of digital content marketing on brand awareness through social media and customer engagement
  mousa rahimi sirous keshavarz behnaz salehipour shirazi
  The aims of this study is to investigate the effect of digital content marketing on brand awareness through social media and customer interaction. The current research is descriptive and survey and practical in terms of purpose. The statistical population of this resear More

  The aims of this study is to investigate the effect of digital content marketing on brand awareness through social media and customer interaction. The current research is descriptive and survey and practical in terms of purpose. The statistical population of this research included all the consumers of Ramek dairy products in Shiraz city, 384 people were selected as a sample by random sampling. The data collection tool was the standard Elkdra (2021) questionnaires. To analyze the data, partial least squares approach and Smart PLS3 software were used. The results showed that there is a positive and significant relationship between digital content marketing and brand awareness. Also, social media and customer interaction have a significant mediating role in the relationship between digital content marketing and brand awareness. It is obvious that digital content marketing as a new phenomenon plays a vital role in displaying brand name, strengthening customer relationship and increasing brand awareness, customer loyalty and sales. Manuscript profile
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  2 - 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
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  3 - Conceptualization and Design of a Digital Content Marketing Model Using Structural Equation Approach
  Kamran Feizi Hormoz Mehrani Hossein Vazifehdust Ehsan Sadeh
  Conceptualization and Design of a Digital Content Marketing Model Using Structural Equation Approach Abstract Content marketing refers to the importance of valuable and relevant content in the marketing process. On the other hand, the growth and development of media More

  Conceptualization and Design of a Digital Content Marketing Model Using Structural Equation Approach Abstract Content marketing refers to the importance of valuable and relevant content in the marketing process. On the other hand, the growth and development of media and digital tools and the growing trend of their use have doubled the importance of paying attention to digital marketing tools and caused the emergence of a new topic called digital content marketing. The research presented the fit of the digital content marketing model to the economic, social, political, and cultural conditions of Iran. This research is practical in terms of purpose, and the researcher has used a quantitative method. The sampling method was a simple random method, according to Cochran's formula. The sample included 384 users of Digikala's Instagram page, which initially defined hypotheses and collected the necessary information through a 5-point Likert questionnaire. To measure the results of the research, the method of measuring structural validity and the method of modeling structural equations were used to test the hypotheses of the research, and with the help of SmartPLS.3 software, factor analysis of the dimensions of the research was also performed. After conducting the necessary analysis, it was found that there is a significant relationship between the variables discovered in the digital content marketing model, and the existing assumptions were confirmed. This result shows that the obtained model can be used in digital content marketing. Manuscript profile
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  4 - Iranian Students and copyright in the World Wide Web. Case Study: Students of College of Education and Psychology Faculty
  Mahshid Eltemasi
  Purpose: The aim of this study is to assess the views of Iranian students about observing rights in cyberspace, especially the world of Web publishing. Methodology:The present research was a survey study. Research tools was questionnaire with nominal validity and rel More

  Purpose: The aim of this study is to assess the views of Iranian students about observing rights in cyberspace, especially the world of Web publishing. Methodology:The present research was a survey study. Research tools was questionnaire with nominal validity and reliability of the study tool was done by Cronbach's alpha about 0.7. The study population was 280 samples of students of College of Psychology and Education of Tehran University that were selected by random (accessibility) method. Findings: Analyze of questionnaires showed that the sample mean about first question was 2.78 that showed poor understanding of copyright in cyberspace. While average of using web is about 3.77, and the average rate of compliance of copyrights is 2 that showed Non-compliance with copyright. Conclusion: Lack of copyright in cyberspace could be related to low information of students about copyright in cyberspace, and lack of statutory and administrative law Manuscript profile
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  5 - Presenting the model of B2B content marketing in line with the firm's competitiveness objectives
  Shahrzad Yaghtin Hossein Safarzadeh Mehdi Karimi zand
  Over recent years, business-to-business (B2B) firms have been growingly using digital content marketing to strengthen their relationships with customers. However, most companies disregard the importance of aligning the content marketing strategy with their competitivene More

  Over recent years, business-to-business (B2B) firms have been growingly using digital content marketing to strengthen their relationships with customers. However, most companies disregard the importance of aligning the content marketing strategy with their competitiveness goals. Furthermore, no previous research has been performed to provide a comprehensive framework to implement content marketing in line with the firm’s competitiveness objectives. Hence, this research aims to theoretically contribute to content marketing literature by presenting a conceptual model for planning B2B digital content marketing strategy in line with the firm’s competitiveness goals. For this, a conceptual review was conducted. In light of our findings from this review, effective factors for implementing successful B2B content marketing were identified. Then, the main pillars of B2B content marketing in line with the firms’ competitiveness goals were extracted. Next, the conceptual model of the research was presented. Finally, the relationships between identified variables of the model were tested using the Partial Least Squares method in Smart PLS. Based on our findings, we argue that in order to implement effective digital content marketing in B2B contexts, it is essential to deploy an integrated approach that considers customers’ needs as well as the competitiveness goals of the firm. Manuscript profile
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  6 - Investigating the structural and managerial factors of an integrated content management system in digital libraries (Case study: Islamic Azad University)
  Fereshteh Sepehr Rasul Abasi zohreh mirhosseini Aliraza Isfandyari moghadam
  Objective: The present study was conducted to investigate the structural and managerial factors of an integrated content management system in the digital libraries of Islamic Azad University.Research Method: applied research is done using mix- method which consists of d More

  Objective: The present study was conducted to investigate the structural and managerial factors of an integrated content management system in the digital libraries of Islamic Azad University.Research Method: applied research is done using mix- method which consists of documentary and Delphi methods. To collect related criteria, the documents were studied and to design the appropriate criteria, a Delphi panel during three round by 12 experts were addressed by the the researcher made questionnaire. Statistical population includes 153 persons of the Informatics Department of the Islamic Azad University.Results: The items and components of the content management system in digital libraries of Islamic Azad University in 9 factors based on special value are: control and supervision 8.01, policy development 7.76, content management 7.46, protection and support 9.53, management training 7.75, content delivery services 4.71, data storage and retrieval 7.96, user interaction 5.16, and content development 4.89. in order to compare the digital content from the perspective of IT staff that showed the question of documenting the validity of digital resource conservation activities as content management strategies for ranking digital information on average (3.45) Conclusion: In order to realize the importance of each of the components of content management after analyzing the components and items by exploratory factor and confirmation factor, a tailored operating model was designed to present the integrated content management system model in digital libraries of Islamic Azad University. Manuscript profile