Number 4 Volume 2

Open Access Article

1 - The effect of international entrepreneurial marketing orientation on export performance in Iranian stone industry businesses
Behzad Lalehzarimosalla Hadi Sanaeepour Mahmoudreza Cheraghali Mohammad sharif Sharifzadeh

One of the important aspects of entrepreneurial business activity is activity in export fields. Export is a basic strategy for the growth and survival of companies and is considered as an important strategic opportunity for companies. In this situation, the internationa More

One of the important aspects of entrepreneurial business activity is activity in export fields. Export is a basic strategy for the growth and survival of companies and is considered as an important strategic opportunity for companies. In this situation, the international entrepreneurial trend can lead the development of entrepreneurial businesses to foreign markets. Marketing plans are the main pillar of export-oriented companies, therefore, the purpose of this research is to investigate the impact of international entrepreneurial orientation on export-oriented marketing performance in Iranian stone industry businesses, which was carried out using a descriptive-survey method. The statistical population of this research was 180 experts and entrepreneurs of Iran's stone industry, 123 of whom were selected using Cochran's sampling formula. Sampling was done by simple random method and to collect data, Morris et al., 2002 International Entrepreneurial Marketing Tendency Questionnaire and Zou et al., 2009 Export Performance Evaluation Questionnaire were used. The results indicate that the component of international entrepreneurial marketing tendency, its variables which include hyperactivity, opportunism, risk management, innovation, attention to the customer, leveraging resources, and creating value, have an effect on the evaluation of export performance, variables Financial performance, strategic performance and export satisfaction have a positive and significant effect. Also, all the assumptions of this research were confirmed. Meanwhile, the variables of hyperactivity, value creation and opportunism have a stronger effect in measuring export performance. Manuscript profile

Open Access Article

2 - The Impact of Gestalt Visual Principles on Consumer Perception in Digital Marketing
Bahman Narouei Hossein Hakimpour Mehdi Mehdi Mahmoodzadeh Vashan Mohammad Mohammadi

Abstract: This study aimed to investigate the effectiveness of Gestalt visual principles on consumer perception in digital marketing. The research employed a descriptive survey method and had an applied purpose. It was conducted in 1402. The statistical population consi More

Abstract: This study aimed to investigate the effectiveness of Gestalt visual principles on consumer perception in digital marketing. The research employed a descriptive survey method and had an applied purpose. It was conducted in 1402. The statistical population consisted of customers of the digital marketing department of Choob Sang industrial furniture manufacturing company. The sample size was 384, selected through simple random sampling based on Morgan's table. Data was collected using a researcher-made questionnaire, and analysis was performed using SmartPls4 and SPSS software at descriptive and inferential levels.The findings of this research indicate that the gestalt of the digital marketing platform is effective in shaping consumers' visual perception through principles such as similarity, proximity, integration, continuity, appropriateness of role, and context. This effectiveness extends to all three components of the perception process: exposure, attention, and meaning creation, with meaning creation being the most influential component. The results suggest that incorporating Gestalt principles in design can optimize the digital marketing platform and enhance the effectiveness of visual elements in audience perception. This can be achieved by organizing visual content, creating graphic unity on pages, simplifying customer journey steps, increasing interaction, and ultimately improving consumer perception, visual ability, decision-making, and conversion rates in digital marketing. keywords: Gestalt, advertising effectiveness, consumer perception, digital marketing, visual perception Manuscript profile

Open Access Article

3 - Identification and analysis of factors affecting strategic entrepreneurial modernization in the Deputy of Transportation of Tehran Municipality
navab hoseyni parviz saeidi Roohalla Samiee

Introduction: Entrepreneurial strategic modernization causes extensive changes in the organization and the organization is more adaptable to the various needs of stakeholders, so the purpose of this study was to identify and analyze the factors affecting strategic entre More

Introduction: Entrepreneurial strategic modernization causes extensive changes in the organization and the organization is more adaptable to the various needs of stakeholders, so the purpose of this study was to identify and analyze the factors affecting strategic entrepreneurial modernization in the Deputy of Transportation of Tehran Municipality. Methodology:This research was applied in terms of purpose and descriptive-survey in terms of implementation method, which was performed by mixed exploratory method. In the qualitative stage, the research team consisted of 15 academic and organizational experts who were selected by judgment and snowball method. In the quantitative stage of the statistical population, all experts and customers of Tehran Municipality were indefinite that the sample size according to Krejcie and Morgan table was 384 people and simple random sampling method was used. The Delphi method was used to identify the factors and the structural equation modeling method was used to analyze the relationships of the variables with Smart Payals software. Results and discussion: Delphi results showed the factors affecting entrepreneurial strategic modernization, including 36 components in 9 dimensions (innovation and creativity, resources and capabilities of the organization, learning and changing managers' mental models, empowerment and freedom of action, service dynamics, strategy, redefining marketing mix strategies, External factors and intra-organizational factors). The results of structural equations also showed innovation and creativity (0.512), resources and capabilities of the organization (0.349), learning and changing mental models of managers (0.307), empowerment and freedom of action (0.321), service dynamics ( 0.493), strategy (0.421), redefining marketing mix strategies (0.363), external... Manuscript profile

Open Access Article

4 - The effect of entrepreneurial marketing model dimensions on the performance of Iran's hotel industry after Corona
AliAsghar negahdary Hossein Janatifar Peyman Ghaffari Ashtiani hossein shirazi

The Covid-19 pandemic has affected economic and service sectors through quarantine measures, disruption of global supply chains, weaker domestic and foreign demand for goods and services, and reduced international tourism. Entrepreneurial marketing is very decisive and More

The Covid-19 pandemic has affected economic and service sectors through quarantine measures, disruption of global supply chains, weaker domestic and foreign demand for goods and services, and reduced international tourism. Entrepreneurial marketing is very decisive and vital in the survival, performance and success of business. The current research was conducted with the aim of investigating the impact of entrepreneurial marketing model dimensions on the performance of Iran's hotel industry after Corona. The statistical population of the Iranian hotel industry managers is 1351 people. The sample size is 299 people using Cochran's formula. The statistical sample of the research was selected by simple random sampling. The tool for collecting information is a researcher-made questionnaire. The validity of the questionnaire was checked and confirmed based on construct, diagnostic and convergent validity and reliability of the questionnaire with Cronbach's alpha coefficient. The current study is a survey and applied type. In this research, structural equation method and pls software were used to test the hypotheses. Based on the final results of the research, the dimensions of entrepreneurial marketing including value creation, customer orientation, innovation, risk taking, health and safety, pioneering and technology have had an impact on the performance of Iran's hotel industry after Corona. Manuscript profile

Open Access Article

5 - Creating Brand Equity by Evaluating Social Media Marketing Strategies (Case Study: Borujerd Textile Brand)
Fariba Rahmati Peiman Valipour

One of the important factors for strengthening and creating brand equity are marketing strategies. Social network marketing has been described as an inherent ability to predict changes in customer demands. The clothing industry also has many advantages, such as; very hi More

One of the important factors for strengthening and creating brand equity are marketing strategies. Social network marketing has been described as an inherent ability to predict changes in customer demands. The clothing industry also has many advantages, such as; very high added value; high employment; The low cost of creating employment and high foreign exchange are among the industries that can help the sustainable and dynamic development of the country's economy by strengthening its position by creating brand equity and using new marketing methods and gaining a competitive advantage. The purpose of this research is to investigate the effect of social media marketing strategies on the creation of brand equity of Borujerd Textile Company. This research in terms of method; A description of the type of correlation and in terms of purpose; It is considered practical. The statistical population of this research includes all customers of Borujerd Textile Company. 150 people were selected from among the customers of Borujerd textile company, Sari branch, by simple random sampling method. In order to collect data, a standard questionnaire of 23 questions of Brand Aker (1990) was used, and the reliability of this questionnaire was confirmed using Cronbach's alpha coefficient, 0.916. SPSS v.22 and Smart PLS 4 software were used for descriptive and inferential analysis of the collected data. The overall results of the research showed that social media marketing strategies have a significant positive effect on brand awareness, brand associations, brand loyalty and perceived quality, and are effective in creating brand equity. Manuscript profile

Open Access Article

6 - Analyzing the relationship between corporate social responsibility and Corporate image and with the mediating role of the Service quality insurance Dana Corporate
Ebrahim khademi Vahid Mirzaei Bagher Rostami iman modaberi

Research Present With a purpose Analyzing the relationship between corporate social responsibility and Corporate image and with the mediating role of the Service quality insurance Done. This research is applied in terms of purpose and in terms of the method of collectin More

Research Present With a purpose Analyzing the relationship between corporate social responsibility and Corporate image and with the mediating role of the Service quality insurance Done. This research is applied in terms of purpose and in terms of the method of collecting descriptive-survey data of correlation type. The statistical population of the research includes all customers of Dana Insurance Company in North Khorasan province. To determine the sample size, the thumb rule method was used, and a total of 405 individuals were selected as the sample using relative stratified random sampling method. A questionnaire was used to collect data. The validity of the questionnaire was confirmed by management professors; Cronbach's alpha coefficient was used to measure the reliability of the mentioned questionnaire, and the said coefficient was obtained for the variables of corporate social responsibility (0.907), service quality (0.912) and Corporate image (0.859).The collected data were performed using descriptive statistical methods through Spss26 software and inferential statistics (structural equation method) using Lisrel 8.8 software. The research findings showed; corporate social responsibility has a positive and significant relationship with Corporate image and service quality. Service quality has a positive and meaningful relationship with Corporate image. also; ; corporate social responsibility Indirectly and through service quality with Corporate image It has a positive and significant relationship. Manuscript profile

Open Access Article

7 - The impact of information technology management on green electronic supply chain (case study: Khorramshahr customs staff)
Fereydoun Omidi Azadeh Sanjori

The expansion of information technology in various structures of society in today's world has caused the increase in the speed of providing services by manufacturers as one of the important and fundamental factors and issues in customer retention and customer relat More

The expansion of information technology in various structures of society in today's world has caused the increase in the speed of providing services by manufacturers as one of the important and fundamental factors and issues in customer retention and customer relationship management. and the use of electronic tools and e-commerce has played an essential role in this.This research addressed the impact of information technology management on the green electronic supply chain (case study: Khorramshahr Customs). The research method in this research is a survey. The statistical population of the current study is the employees of Khorramshahr Customs. The statistical sample was selected based on the Karjesi and Morgan table and by a simple stratified random method. The statistical sample was 384 employees of Khorramshahr Customs. The results of the hypothesis test showed that information technology management on the green electronic supply chain in Khorramshahr Customs has a positive effect. Information technology management has a positive effect on internal integration in Khorramshahr Customs. Internal integrity has a positive effect on the green electronic supply chain in Khorramshahr Customs. Internal integrity has a positive effect on the relationship between information technology management and green electronic supply chain in Khorramshahr Customs. has a positive Manuscript profile

Open Access Article

8 - Validation of social marketing of cultural products based on risk management (Study case: Isfahan Municipality's Cultural Vice-Chancellor)
saeed aghasi masoud mokhtarikarchegani Mohammad Reza dalvi isfahan

The present study is an applied-developmental research that was conducted with the aim of modeling social marketing of cultural products based on risk management. In terms of the method of data collection, it is also a descriptive-survey research. The community of parti More

The present study is an applied-developmental research that was conducted with the aim of modeling social marketing of cultural products based on risk management. In terms of the method of data collection, it is also a descriptive-survey research. The community of participants of the qualitative part includes marketing professors and managers of Isfahan Municipality, 12 of whom were selected by purposive sampling method. The statistical population of the quantitative part also includes the citizens of Isfahan city, 384 of whom were selected by cluster-random method. The data collection tool is a semi-structured interview and a researcher-made questionnaire. The analysis of expert interviews was done with thematic analysis method and MaxQDA software. In the quantitative part, partial least squares method and Smart PLS software were used. Research findings showed that marketing infrastructure, non-financial risk management and financial risk management affect the social responsibility of the municipality. The social responsibility of the municipality also affects the combination of community-oriented marketing and internal marketing. Similarly, these factors affect customer orientation and service quality. Finally, increasing the social behavior of employees leads to the social marketing of cultural products. Manuscript profile

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