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Open Access Article
1 - The Impact of Knowledge Management on Organizational Performance with considering mediating Role of Marketing Communications Case study of Country Airports Company
sedigheh Mohamad-Esmaeil marzie tahamNowadays, customer preferences and desires are changing and marketing decisions that are based on customer knowledge are critical. Achieving customer's opinions, needs, and feedback will lead to the development of an organization and create a sustainable competitive. Ex MoreNowadays, customer preferences and desires are changing and marketing decisions that are based on customer knowledge are critical. Achieving customer's opinions, needs, and feedback will lead to the development of an organization and create a sustainable competitive. Examining the components of knowledge management in the organization and its implementation is one of the most critical components of organizational success. Therefore, this study aims to determine the effect of knowledge management on organizational performance by considering the mediating role of marketing communications in Iran Airports Company. A quantitative methodology is adopted in which a model is developed, and hypotheses are stated, in order to examine the proposed relationship between marketing knowledge management assets and capabilities and IAC performance. A highly structured questionnaire with 35 questions is developed and distributed to a sample of 200 employees in IAC, which according to Cochran's formula, 130 employees were chosen randomly. The validity and the reliability of the questionnaire were verified using confirmatory factor analysis and cronbach's alpha coefficient respectively. In this study, to analyze the collected data and test the research hypotheses, structural equation modeling with LISREL was conducted. The results of hypothesis testing showed that knowledge management has a positive and significant effect on organizational performance. Also, the result showed that marketing has a positive effect on organizational performance. At a 95% confidence level, the result of the Sobel test showed that knowledge management has an indirect and positive effect on organizational performance through the mediating role of marketing communications. Manuscript profile -
Open Access Article
2 - Customer Satisfaction Measurement: Through Multi-Criteria Analysis Model (MUSA)
M. Haghighinasab B. AbedinCommunication Service Offices have been in effect since 2003 due to the government's privatization policy and in order to capture a better understanding of people's communication requirements and to improve the level of service quality, particularly in mo MoreCommunication Service Offices have been in effect since 2003 due to the government's privatization policy and in order to capture a better understanding of people's communication requirements and to improve the level of service quality, particularly in mobile communications. In collaboration with the Iranian Telecommunication Research Center, this study examines the level of satisfaction, relative to the services provided by these offices, for the first time in Iran. A survey was conducted to test the MUSA model (Multi criteria satiafaction analyses) which encompasses five key criteria: personnel, services, intangible services, access and image. The results demonstrate that customers are satisfied with overall services and with each of the five key satisfaction criteria for these offices. Manuscript profile -
Open Access Article
3 - Designing and explaining the integrated marketing communication model in the financial and economic growth of the tourism industry
Ali Mirtaheri Abdullah Naami Alireza RoustaIntegrated marketing communications can create added value for stakeholders through various communication channels between travel agencies and the exchange of information before, during and after the travel between employees, the company as well as customers. The purpos MoreIntegrated marketing communications can create added value for stakeholders through various communication channels between travel agencies and the exchange of information before, during and after the travel between employees, the company as well as customers. The purpose of this study is to design an integrated marketing model in the tourism and travel industry of Iran with a focus on travel services offices in Tehran. The research method of this research is applied-developmental and exploratory in nature and the data has been collected by mixed-exploratory method. the qualitative model was tested with the method of structural equations. The statistical population of the quantitative section includes experts and staff of travel services offices in Tehran. The sample size is 348 people by stratified random sampling. The results of the quality section were presented as a qualitative model in the separate article, but the results of the quantitative phase indicate the causal conditions affecting the integrated marketing communications of travel services offices including integrated analysis (customer, communication and financial analysis). Context conditions also include individual-technical context requirements (company DNA, strengths, competitiveness, human resource, processes, physical evidence, content management, knowledge and experience management) and intervening conditions including environmental conditions (Political, economic, social, cultural and biological issues and communication technology). The alignment of hardware and software for the optimal use of promotional mixed communication tools as an effective strategy in this field is confirmed and its consequences include purchasing and repurchasing and creating the value proposition of integrated marketing communications. Manuscript profile -
Open Access Article
4 - Designing a quality model of integrated marketing communications for specialized banks in Iran
Hadi Kamarei vahidreza mirabi Esmaeil Hasanpour Ghoroghchi Farhad HanifiThe present study intends to investigate the role of the component of integrated marketing communications in the banking industry. In other words, the aim of the present study is to identify the critical variables affecting integrated marketing communications in the ban MoreThe present study intends to investigate the role of the component of integrated marketing communications in the banking industry. In other words, the aim of the present study is to identify the critical variables affecting integrated marketing communications in the banking industry.The present research has been done by qualitative method and qualitative content analysis method. As with any other research, the literature review is related to the library, and also the approach of integrated marketing communications in the banking industry has been done in order to classify and present the structure based on previous research. To review and answer the research question, an interview with a group of marketing communication experts in the banking industry is conducted. They will be selected based on judgmental and snowball sampling methods. The adequacy index of the number of interviews is the theoretical saturation based on which the researcher concludes that more interviews will not add more information to the current reserves of the interviews, and finally the final qualitative model was extracted. Manuscript profile -
Open Access Article
5 - Presenting a Systemic Model for the Effectiveness of Marketing Communication Activities in Social Networks
Somayyeh Abesh Loui Aghdam heirsh soltanpanah Omid Mahdieh Roya Shakeri Foad Habibi -
Open Access Article
6 - Identifying and Ranking Drivers of Integrated Marketing Communication, Based on the Combined approach of SWARA and gray ARAS
Saman Sheikhesmaeili Seyed Kamran Nourbakhsh Seyed Abbas HeydariIntegrated marketing communications contribute to the strengthening of overt and covert interactions in business with stakeholders and the development of value-added in relationships with customers by creating coherence, coordination, convergence and synergy in messages MoreIntegrated marketing communications contribute to the strengthening of overt and covert interactions in business with stakeholders and the development of value-added in relationships with customers by creating coherence, coordination, convergence and synergy in messages, media and communication tools. the main purpose of this study is to identify and rank the drivers of integrated marketing communication in the banking industry, which defines the nature of its services based on communication and interaction. The statistical sample of this research includes 14 experts and specialists in the field of financial services marketing and their selection process has been done judiciously. Methodologically, based on theoretical content analysis and fuzzy Delphi method, the stimuli affecting integrated marketing communications were identified and screened. Then, using the opinion of experts and SWARA method, the obtained criteria were re-evaluated and weighed. Finally, the Gray ARAS method was used to rank the options. Based on the research results, four main criteria include 1. Strategic Orientation (Strategy Orientation, Technology Orientation, Learning Orientation, Entrepreneurial Orientation), 2. Market Orientation (Customer Orientation, Competitor Orientation, Inter-functional Coordination, Market Intelligence, Marketing Capability), 3. Brand Orientation (Common vision of brand, Integrated Brand Identity, Common brand Positioning, Common Capability of brand) and 4. Environment Orientation (Politics, Economics, Sociological, Technology, Environment, Law) were identified. In the meantime, strategic Orientation have a higher weight and priority. Manuscript profile -
Open Access Article
7 - The effect of product innovation capacities, market intelligence, pricing and marketing communications on the international performance of companies with the role of mediator of competitive advantage (case study: Asa Tejarat Caspian Company in Mazandaran province)
نادی علیزاده علی توانThe purpose of this research is the impact of product innovation capacities, market intelligence, pricing and marketing communications on the international performance of companies with the role of mediator of competitive advantage (case study: Asa Tejarat Caspian Compa MoreThe purpose of this research is the impact of product innovation capacities, market intelligence, pricing and marketing communications on the international performance of companies with the role of mediator of competitive advantage (case study: Asa Tejarat Caspian Company in Mazandaran province). This research is applied in terms of purpose and descriptive-survey in terms of method. The statistical population of the research includes all customers of Asa Tejarat Caspian in Mazandaran province, whose number is unknown. Cochran's unlimited population sampling formula was used to determine the required sample size. Based on Cochran's unlimited formula with 5% error, in this research, the sample number is 384 people, which is selected by the available non-probability method. The field method was used to collect the primary data, and the primary data collection tool was a five-choice Likert questionnaire, and the library method was used to collect the secondary data. The validity of the questionnaire has been used using the method of content validity and face validity, and its reliability has been calculated using Cronbach's alpha. Structural equation modeling method and SMARTPLS software were used to test the research hypotheses. The results of the research showed that product innovation capacities, market intelligence and pricing have a positive and significant effect on the international performance of companies with the mediating role of competitive advantage, but the capacity of marketing communication has no significant effect on the international performance of companies with the mediating role of competitive advantage. Manuscript profile -
Open Access Article
8 - Designing an Integrated Communication Model of Social Marketing in the Country's Tax Affairs Organization
Seyed akbar Manjegani Amir Ghafourian Shagerdi Golnar Shojaei BaghiniThe main goal of this research is to present the integrated social marketing communication model of the country's tax affairs organization. The current research is a qualitative research in terms of practical purpose and in terms of nature and method, using content anal MoreThe main goal of this research is to present the integrated social marketing communication model of the country's tax affairs organization. The current research is a qualitative research in terms of practical purpose and in terms of nature and method, using content analysis strategy, which aims to discover and identify variables, their relationships and the quality of social marketing integrated communication issues in the country's tax organization. The statistical population of the research is tax experts, trade unions, and social affairs, who were selected by non-probability and snowball sampling method, a total of 12 people until the theoretical adequacy of the data was reached. The data was collected through semi-structured interviews. In order to obtain the reliability and validity of the data, the method of reviewing and checking the opinion of the participants was used. Interview analysis and coding were also used to analyze the data. The results showed that the criteria of integrated social marketing communication in the country's tax affairs organization include social capital (reduction of tax evasion, social trust, reduction of unemployment rate), social responsibility (economic needs, compliance with laws, business ethics, humanitarian responsibilities), value functional (service quality, service delivery, standards, order in service), promotional marketing mix (public relations, direct marketing, personal selling, non-verbal advertising), people's resources (cooperation, motivation, tolerance) and organization's resources (performance quality, quality technical, communication quality). Manuscript profile -
Open Access Article
9 - The Effect of Integrated Marketing Communication on Market and Financial Performance, Investigating the Mediating Role of Customer Performance
Javad Safari Malekabad Omid Behboodi Ali Safari MalekabadThe purpose of this research was to investigate the effect of integrated marketing communications on financial performance and market performance through the mediating role of customer performance. This research is applied in terms of purpose and survey in terms of meth MoreThe purpose of this research was to investigate the effect of integrated marketing communications on financial performance and market performance through the mediating role of customer performance. This research is applied in terms of purpose and survey in terms of method. The statistical population of the research is the managers of food industry companies located in the industrial towns of Mashhad, whose number is 340 active managers. Based on Morgan's table, 181 samples have been considered available by sampling method. The data collection tool was the questionnaire of Batukaya, Lyonch and Arslon (2021). In order to measure face validity from the point of view of experts, convergent and divergent validity and factor analysis have been used. Cronbach's alpha and composite reliability were used to measure reliability. The total Cronbach's alpha was estimated at 0.931, which is within the acceptable range. Data analysis was done by structural equation modeling method and SmartPLS3 software. The results showed that integrated marketing communication has a positive and significant effect on market performance, customer performance, and financial performance of the company. In addition, the effect of integrated marketing communication through the mediating role of customer performance on financial performance and market performance has also been reported to be positive and significant. Also, customer performance has had a positive and significant effect on market performance and financial performance. Manuscript profile -
Open Access Article
10 - Preparation Of Electronic Marketing Implementation Model In The Field Of Sports Marketing
salman farsi hamid reza saybani mehdi savadiThis study was performed on the structural equation of factors affecting e-marketing in the prevailing environment in the field of sports business. The statistical population is the physical education faculty members of Islamic Azad universities, which numbered 1000 peo MoreThis study was performed on the structural equation of factors affecting e-marketing in the prevailing environment in the field of sports business. The statistical population is the physical education faculty members of Islamic Azad universities, which numbered 1000 people. Sampling using Morgan table and using cluster random sampling method to clusters of north, south, east, west, center for units University and professors were sampled randomly. The statistical sample size was 252 people. For the model, a researcher-made questionnaire was prepared that includes 55 items and components of social networks. Product design. Electronic services. Marketing communications, value chain and knowledge sharing. Its validity was confirmed by confirmatory and exploratory factor analysis and its reliability was confirmed by Cronbach's alpha of 0.91. The questionnaire was given to 252 physical education teachers across the country. Data were analyzed by SPSS21 and AMOS software. The results for the structural equation model showed that path coefficients for social networks, product design, e-services, marketing communications, value chain and knowledge sharing were 0.79, 0.76, 0.57, 0.72, 71, respectively. 0 and 0.73. The results obtained social networks have the highest share and electronic services have the lowest share in this model. Manuscript profile -
Open Access Article
11 - Provide a native model of integrated marketing communications (IMC) based on brand promotion
Vahid Nameni Bahram Kheiri Mansoureh AligholiThe purpose of this study is to provide a model for integrated marketing communications ( IMC ) . The research has been done with a qualitative approach and grounded theory method . The tool used to collect data was an interview . Sampling was performed by stratified ra MoreThe purpose of this study is to provide a model for integrated marketing communications ( IMC ) . The research has been done with a qualitative approach and grounded theory method . The tool used to collect data was an interview . Sampling was performed by stratified random sampling method . The research community is experts and professors in the field of marketing management . The sample surveyed in this research are 10 professors and experts in the field of marketing management . Coding has been used as a method of data analysis . Using experts , setting goals , setting advertising budgets , pricing strategies are some of the strategies ahead to improve the performance of integrated marketing communications ( IMC ) . It should also be noted that for integrated marketing communications ( IMC ) consequences we can mention branding , brand strengthening , customer satisfaction , brand image . Manuscript profile -
Open Access Article
12 - Provide a native model of integrated marketing communications (IMC) based on brand promotion
Vahid Nameni Bahram Kheiri Mansoureh AligholiThe purpose of this study is to provide a model for integrated marketing communications ( IMC ) . The method of the research is a descriptive -survey method . The tool used to collect data is questionnaire . The research community is consumers of Paxan products . Sampli MoreThe purpose of this study is to provide a model for integrated marketing communications ( IMC ) . The method of the research is a descriptive -survey method . The tool used to collect data is questionnaire . The research community is consumers of Paxan products . Sampling is performed by stratified random sampling method . Sampling method Due to the large number of members of the statistical community , the statistical sample includes 384 people who have been selected by available methods . SPSS and PLS software were used for data analysis . Using experts, setting goals , setting advertising budgets , pricing strategies are some of the strategies ahead to improve the performance of integrated marketing communications ( IMC ) . It should also be noted that for integrated marketing communications ( IMC ) consequences we can mention branding, brand strengthening , customer satisfaction , brand image . Manuscript profile
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