Original Article
Digital Content Management
Zahra Sadeqi-arani; Elmira Janavi
Abstract
Purpose: Despite the widespread diffusion and interest aroused by content marketing, little attention has been paid until this moment to the pertinence of building a framework that brings the main currents and studies in the field of this topic. Hence, the main aim of this study was to cover this gap, ...
Read More
Purpose: Despite the widespread diffusion and interest aroused by content marketing, little attention has been paid until this moment to the pertinence of building a framework that brings the main currents and studies in the field of this topic. Hence, the main aim of this study was to cover this gap, by analyzing further these complementary sources of bibliographic information by orient researchers and enable a wider understanding and grasp of the content marketing topic. Method: For this purpose, a bibliometric study of the publications indexed in (WoS) in 1985-2022 was conducted. During the search process, a dataset of 371 documents (article and review article) were obtained. the bibliometrix-R-package and VOSviewer software were used for quantitative analysis and visualizing bibliometric networks. Findings: The descriptive statistics show that content marketing studies have rapidly grown since 2011. The US and Spain are the countries with the most publications on content marketing. The most influential journal about content marketing research is Brand Journalism (11 articles), and the productive author is Bull A (11 articles). The results of thematic show that ‘digital marketing’ and ‘brand storytelling’ are emergent themes and has replaced ‘content marketing’. Conclusion: In the type of content preparation, in recent years, the style of information content based on news and specialized knowledge had changed to storytelling and narrative messages from the brand. This paper introduces main areas of interests and possible gaps and contributes to the body of knowledge by providing a comprehensive overview of content marketing literature in this way.
Original Article
Ehsan Mohammadi Bajgiran; Ali HosseinZadeh; Vahid Sanavi Garosian
Abstract
The main goal of the current research was to present the pattern of forced purchase by consumers with internet advertisements of digital content in the television shopping industry of the country. The research method of this research was integrated (qualitative-quantitative) and practical in terms of ...
Read More
The main goal of the current research was to present the pattern of forced purchase by consumers with internet advertisements of digital content in the television shopping industry of the country. The research method of this research was integrated (qualitative-quantitative) and practical in terms of purpose. The research community included marketing experts who were selected based on the purposeful sampling method of 10 people. The research tool was interview and data base theory was used for data analysis with MaxQDA software. The statistical population in the quantitative section also included television buyers in Mashhad, and 384 questionnaires were selected based on Morgan's table and based on random sampling. The research tool was a researcher-made questionnaire and the structural equation method with SmartPLS software was used for data analysis. The validity of the questionnaire was confirmed using face and content validity, divergent and convergent validity, and its reliability was confirmed using Cronbach's alpha, composite and homogenous reliability. The findings showed that the compulsive buying pattern of consumers in the television shopping industry has causal conditions (mixed design of digital marketing appropriate for television sales; digital marketing capabilities; individual demographic characteristics; lifestyle; family); (quick and thoughtless buying and irrational and emotional buying) as a central phenomenon;
Original Article
Digital Content Management
Sadegh Mohammadi; Behrooz Ghasemi; Sohail Sarmadsaeid
Abstract
The current research was conducted with the aim of exploring the direction of the market of exported merchandise based on competitive intelligence in the era of digital economy among sample exporting companies. In order to carry out the research, a qualitative approach was adopted. The method used in ...
Read More
The current research was conducted with the aim of exploring the direction of the market of exported merchandise based on competitive intelligence in the era of digital economy among sample exporting companies. In order to carry out the research, a qualitative approach was adopted. The method used in this research is database theory. Sampling was a purposeful judgment and was followed until theoretical saturation was reached, which included a total of 10 exporting sample companies. The systematic process of the research included open coding, axial coding and selective coding, which was done using the strategies of analysis, questioning, comparison, reminders, schemas and paradigms. A revision was made while coding; The classification was done by confirming the results through reference to the subjects. The findings showed the paradigmatic pattern of export market orientation based on competitive intelligence in the era of digital economy including 6 main categories of causal conditions, context, phenomenon or central category, intervening conditions, strategies and the consequences. Causal conditions have 3 sub-categories of learning abilities promotion of customer-oriented culture, knowledge of export technology and R&D processes and identification of export market needs; background conditions include three sub-categories of competitive thinking, competitive export processes (technical evaluation) and competitive governance; intervening conditions include three sub-categories of market technical structure (new technologies), environmental uncertainty and global markets (export risks); the central phenomenon has three sub-categories of value chain (reward strategy), human resource empowerment and employee training (export intelligence); The strategies include three sub-categories of competitive value creation,
Original Article
Digital Content Management
Mohammad Nazari Hosseinabad; Mohammad haghighi; Kambiz Shahroodi
Abstract
Social networks marketing based on gaining a competitive advantage is considered one of the most important organizational phenomena in most countries. Many factors are effective in social network marketing based on gaining a competitive advantage. Many kinds of research have been conducted in the field ...
Read More
Social networks marketing based on gaining a competitive advantage is considered one of the most important organizational phenomena in most countries. Many factors are effective in social network marketing based on gaining a competitive advantage. Many kinds of research have been conducted in the field of social network marketing and the factors affecting it, but so far, comprehensive research that includes all these factors and identifies the relationship between them based on gaining a competitive advantage has not been presented. The purpose of this research is to identify the factors affecting social networks marketing based on gaining a competitive advantage and designing a model related to the communication between them. The research is a kind of exploratory mixed research and includes two qualitative and qualitative-quantitative sections. In the qualitative part, first by reviewing the literature in the field of social network marketing and using the meta-combination method, the factors affecting it were identified and divided into three categories. Using the interpretative structural modeling analytical method, the relationships between these factors were determined and analyzed in an integrated manner. In the modeling section, a questionnaire was distributed among experts selected by snowball sampling.
Original Article
Digital Content Management
Marziyeh Fallah Kordabadi; Sayed Ali Asghar Razavi; Safiyeh Tahmasebi Limooni
Abstract
The penetration of information technology into the educational system has formed a new concept called e-learning. The task of libraries is to provide infrastructure with the purpose of retrieving information from the production of integration, organization and distribution of knowledge. The way that ...
Read More
The penetration of information technology into the educational system has formed a new concept called e-learning. The task of libraries is to provide infrastructure with the purpose of retrieving information from the production of integration, organization and distribution of knowledge. The way that libraries use for e-learning includes learning collections, tools and services necessary for studying, increasing the quality of reference services and worldwide accessibility of books. Therefore, the aim of the research is to identify the factors affecting electronic learning in information retrieval. The current research is of the development type that was carried out with a qualitative approach and using the data base theory method. The statistical population of the research consists of 20 experts in the field of information technology in public libraries of the country, who were selected by non-probability sampling method. The data were collected through interviews with them and analyzed during three stages of open, central and selective coding, and based on them, the research model was designed. The findings showed that e-learning in information retrieval has 6 main categories, 45 subcategories and 85 concepts, which in the form of a paradigm model include causal factors (4 factors), contextual factors (6 factors), intervening factors (3 factors), central factors (3 factors). factor), strategy (4 factors), and consequences (4 factors) are presented. Therefore, based on dimensions, main categories and subcategories, the effects of e-learning in information retrieval in the studied society can be measured and managed.
Original Article
Adel Salvati; simin behjannat; Mohammad Reza Jaber Ansari; Omid mahdieh
Abstract
The current research has been done with the aim of providing a model for dynamic knowledge management in Iranian government-sponsored organizations. As regards purpose, the present research is applied , regarding approach it is exploratory-survey, and typically it is qualitative. The statistical population ...
Read More
The current research has been done with the aim of providing a model for dynamic knowledge management in Iranian government-sponsored organizations. As regards purpose, the present research is applied , regarding approach it is exploratory-survey, and typically it is qualitative. The statistical population of this research was a group of experts, including university professors, and senior managers of the Zanjan Province Industry, Mining and Trade Organization, and based on the theoretical sampling method, 11 people from among them were selected as a statistical sample and were interviewed. The approach adopted in this research to analyze the interviews was theme analysis. The findings showed that five main themes were identified. The first main theme, the promotional levers of dynamic knowledge management, which has five sub-themes, including senior managers' awareness of the necessity and importance of dynamic knowledge management, a strategic view of dynamic knowledge management, the commitment of senior managers to the institutionalization of dynamic knowledge management, organizational culture aligned with knowledge management, and the institutionalization of dynamic thinking in the organizational knowledge management system. The second main theme is the intra-organizational foundations of dynamic knowledge management, which has two sub-themes of empowering employees in the field of dynamic knowledge management, and the requirements announced by the presidential institution in the field of administrative system transformation. The third main theme, the external factors of dynamic knowledge management, with two sub-themes including technological changes in the field of knowledge management, and the level of stakeholders' expectations.
Original Article
Payam Partovinia; Niloofar Abbaspoor
Abstract
Today, augmented reality has become one of the most critical technologies in the tourism industry. However, the intention to accept and use tourism augmented reality programs depends on various factors that can be analyzed using the integrated technology acceptance and use theory. On the other hand, ...
Read More
Today, augmented reality has become one of the most critical technologies in the tourism industry. However, the intention to accept and use tourism augmented reality programs depends on various factors that can be analyzed using the integrated technology acceptance and use theory. On the other hand, each of these factors can influence the hedonic motivation of people to use these programs. This study aimed to examine how the Theory of Acceptance and Use of Technology and hedonic motivation affect the use of mobile augmented reality tourism apps in Iran. The statistical population of the current research consists of the users of tourism augmented reality programs. 201 users were selected as sample. The data collection tool was a questionnaire. Structural equation model was used to analyze the data. The research results showed that four factors (performance expectancy, effort expectancy, social influence, and facilitating conditions) positively and significantly affect the hedonic motivation to use tourism augmented reality apps. Furthermore, research findings have shown that all four factors of the Technology Acceptance Model positively impact the intention to use augmented reality applications on mobile phones. Also, the research has shown that hedonic motivation positively and significantly affects the intention to use tourism augmented reality apps on mobile phones. Finally, the research findings have shown that hedonic motivation plays a crucial role in mediating between the different dimensions of UTAUT and the intention to use augmented reality applications. However, the mediating role of hedonic motivation was not supported for PE and BI.
Original Article
Mohammad Satarifar; Mohammad Feghhi Kashani; Javid Bahrami; Morteza Borjloo
Abstract
Digital technology, the main driver of the fourth industrial revolution, has profoundly transformed the world's economic landscape. Digital technologies make available these services to people who do not have access to them. This paper aims to identify the financial issues created in the digital economy ...
Read More
Digital technology, the main driver of the fourth industrial revolution, has profoundly transformed the world's economic landscape. Digital technologies make available these services to people who do not have access to them. This paper aims to identify the financial issues created in the digital economy and based on cases taken from digital and knowledge-based companies, it raises the importance of the role of base volume in stock liquidity. It evaluates the role of the base volume in the liquidity of digital and knowledge-based companies' stocks in the Tehran Stock Exchange. The population is newcomers to digital and knowledge-based companies.To provide the possibility of scientific evaluation of the empirical implications of applying the base volume in daily market practice, for the first time a quantitative estimate of the base volume implied by the economic model has been made retrospectively available within the rules designed by the market regulator via a MATLAB software programming.Using the GMM method, the effects of the estimated base volume, percentage of free-floating share, securities turnover, and the ratio of transaction volume to base volume on Amihud index were studied during 2014-2019. The findings indicate that the application of base volume on the liquidity of digital and knowledge-based companies has had a negative effect on the calculation of the final price and on the liquidity of knowledge-based companies. Also, the results of using the machine learning method (decision tree) show the importance coefficient of 32.6% for the base volume in the Amihud index of knowledge-based companies.
Original Article
Reyhaneh Toudeh Bahambari; Hossein Hakimpour; Mahdi Mahmoodzadeh Vashan; Hamid Rezaeifar
Abstract
The study of the factors affecting consumer buying behavior in online environments is taking on a more detailed form every day. For this purpose, the present study was conducted with the aim of prioritizing the factors affecting consumer buying behavior in online social media marketing. The analysis ...
Read More
The study of the factors affecting consumer buying behavior in online environments is taking on a more detailed form every day. For this purpose, the present study was conducted with the aim of prioritizing the factors affecting consumer buying behavior in online social media marketing. The analysis and validation of indicators were done using the combined method of structural equation modeling and partial least squares. In addition, in order to determine the importance and type of performance of each factor, the IPMA matrix was used. The research data was influenced by consumer information, which mostly included women with a master's degree and in the age range of 36 to 50 years, using the available non-probability sampling method that is common for online surveys, and using Cohen's effect size formula, 466 people were examined. The findings of the research showed that the factor of consumer engagement has the highest degree of importance and ease of use has the highest level of performance in the general model of social media. In addition, the factor of consumer engagement has the highest degree of importance, and electronic word-of-mouth (EWOM) has the highest level of performance in Instagram, and vice versa, EWOM is the most important, and consumer engagement has the highest degree of performance in Telegram. These results can be used by marketers to influence consumer buying behavior and in online marketing plans in their desired direction.
Original Article
Fariborz Doroudi; Adel Soleimani Nejad; Tahereh Haji Mozafari
Abstract
Purpose: The main purpose of this research is to assess the feasibility of using VSAT satellites in the information services of university libraries.Method: The research method is a survey and using the TOPSIS model, which indicates that the optimal method of providing the Internet is the method that ...
Read More
Purpose: The main purpose of this research is to assess the feasibility of using VSAT satellites in the information services of university libraries.Method: The research method is a survey and using the TOPSIS model, which indicates that the optimal method of providing the Internet is the method that has the greatest distance from negative factors and the least distance from positive factors. The opinions of user organizations, i.e. academic libraries and information centers, have been examined to clarify the necessity of using this method as well as its characteristics and advantages compared to other ways of providing the Internet.Findings: Findings: The findings show that VSAT satellite internet can have better conditions for providing services compared to other services such as ADSL, optical fiber, Wi-Fi and Wi-MAX. Also, their assessment determined that VSAT satellite internet is currently the best way to provide internet based on the criteria of service, support, cost, trust and quality, and ranks second in criteria such as security, confidentiality and service. In the end, the priority of solutions to provide library internet using TOPSIS analysis is: VSAT service; Optical fiber; ADSL service; Wi-Max services and wireless services.Results: The results indicate that the VSAT satellite network, having advantages in the use of Internet services by libraries, plays an important role in improving the quality of these services.
Original Article
Roghaieh Ali Mohammad; Mastoore Ezzatzadeh; Seied Abdollah Sajjadi Jaghargh; Afsaneh Mozaffari
Abstract
in the country, has been able to make the most effective contribution to the society. The requirements of activity in the current communication space is nothing but a strong presence in the field of virtual space and social networks, which has not received enough attention from radio and television, ...
Read More
in the country, has been able to make the most effective contribution to the society. The requirements of activity in the current communication space is nothing but a strong presence in the field of virtual space and social networks, which has not received enough attention from radio and television, and has led to the dissatisfaction of the audience and even the decrease of their audience . The current research has been done with the aim of providing a model for digital transformation in the virtual space of the Broadcasting Organization in accordance with increasing the functionality of the virtual space among the audiences. Due to the lack of a model in this field in order to benefit from it, this research aims to extract the components of the model using the thematic qualitative method or theme analysis. The statistical population includes 15 experts in the field of media management and virtual space. To measure reliability, intra-subject agreement method (reliability between two coders/evaluators) was used to calculate the reliability of the texts, and the reliability coefficient obtained for all three interviews and the total reliability coefficient is (0.87), which is greater than the minimum acceptable value (0.7), so the reliability of the codings was confirmed and the interviews had a suitable reliability. The findings showed that the model requirements include 6 main categories, 9 sub-categories and 38 sub-categories to create digital transformation and the interaction of the Islamic Republic of Iran's radio and television with virtual space. The main categories.
Original Article
Tayebeh Khajeh; Alireza Isfandyari Moghaddam; Behrooz Bayat; Fariborz Doroudi
Abstract
Purpose: libraries of medical sciences universities have much more diverse goals and services beyond public imagination, so providing services related to information resources is one of the most important challenges facing these organizations. Methodology: This study is descriptive-analytical based on ...
Read More
Purpose: libraries of medical sciences universities have much more diverse goals and services beyond public imagination, so providing services related to information resources is one of the most important challenges facing these organizations. Methodology: This study is descriptive-analytical based on its purpose, application, and method of providing information. Study used the semi-structured interview method to obtain the factors affecting the provision of health information resources services. Sampling was conducted based on purposeful method and experts’ viewpoints. Researcher-made questionnaire was used to check the factors obtained from 62 central libraries of medical sciences. Findings: In general, 6 types of services including tools for exploring the online book registration network, selection tools, interlibrary loan, free educational tools, additional book publishing tests and content evaluation determined as health information resource services in specific central libraries and 8 factors of providing services specialized bibliographic review by librarians, services in the form of consultation to users, dissemination and provision of selective information services on Persian and Latin sources, overcoming the weaknesses of librarians without library education, increasing the diversity of medical science library services, using new technologies to compensate for deficiencies and lack of resources, improving the social function of the library as a social institution and various electronic services such as databases and digital resources identified as the factors influencing the provision of health information resources.Conclusion: Various factors may affect the provision of health information resources services in universities of medical sciences, the most important factors include improving the social functions of libraries.
Original Article
Sadegh Moosakhani; Samad Aali; naser Sanoubar; Soleyman Iranzadeh
Abstract
Purpose: The purpose of this research is to extend the current understanding of customer engagement by examining the impact of relationship bonding and relationship quality on customer engagement in value creation for online taxis.Method: The type of research is based on to validate the hypotheses proposed ...
Read More
Purpose: The purpose of this research is to extend the current understanding of customer engagement by examining the impact of relationship bonding and relationship quality on customer engagement in value creation for online taxis.Method: The type of research is based on to validate the hypotheses proposed in this research, which is a quantitative approach. Customer engagement has become an important metric for measuring the quality of relationships between brands and their customers. Despite this, there has been limited research into how relationship bonds affect the effectiveness of building such a relationship in online taxi services. In this research, a survey was deployed using the convenience method among 600 users of online transportation services in the city of Urmia, Iran to test the theoretical model. Structural equation modelling in software Amos 23 were used in this study to test the research hypotheses. Findings: The findings showed that relationship bonding (financial, social, and structural) positively affects the quality of online relationships. Moreover, it was found that the quality of online relationships had a positive impact on all four aspects of customer engagement value (lifetime value, influence value, customer knowledge value, and customer referral value).Conclusion: The research contributes to the existing literature on online taxi services by providing novel data that showcases the enhancement of customer engagement via relationship bonds and online relationship quality. Online taxi services have the capacity to implement open innovation frameworks, which facilitate heightened user interaction, the collection of creative concepts, and their seamless integration into operational processes. In this context, it is important to consider the provision of incentives to consumers who have effectively generated novel ideas as a means to enhance the breadth and depth of ideation.
Original Article
Digital Content Management
seyed mehdi mirmehdi; Faeze Kargar; Behnam Abbasi
Abstract
Purpose: The growth of Smartphone applications has helped businesses to transform their ways of doing business. At present, shopping applications have provided an appropriate opportunity for marketers. The present work aimed to assess factors influencing the intention to use shopping applications.Method: ...
Read More
Purpose: The growth of Smartphone applications has helped businesses to transform their ways of doing business. At present, shopping applications have provided an appropriate opportunity for marketers. The present work aimed to assess factors influencing the intention to use shopping applications.Method: A structural model was formulated for analyzing and testing the existing factors among shopping application users. The statistical population of the research included the users of shopping applications in a public university in Iran. This study used a questionnaire survey. The questionnaire includes two sections. The first section of the questionnaire included general demographic details of target respondents whereas the second section consists of 30 items to measure the constructs of our conceptual model. All items of constructs were adopted from previous literature. A total of 288 questionnaires provided usable data. Findings: The results revealed that factors such as Convenience, Perceived Ease of Use, Trust, Perceived usefulness affect the intention to use shopping application while the factors of Perceived innovativeness, Perceived risk, Perceived enjoyment and Social influence are not influential.Conclusion: This research was conducted according to a comprehensive review of the research literature and identification of influential constructs with the approach of creating an integrated model of factors affecting the intention to use shopping applications. Based on the results of the research, focusing on the ease of use and creating the experience of perceived usefulness along with the use of tools that lead to the improvement of trust is critical for practitioners.
Original Article
Digital Content Management
Masoud Ahmadi Ahmadi; ahmad sami; Changiz Mohammadizadeh
Abstract
The current research was conducted with the aim of validating the structural model of open data governance in line with the health of the administrative system in e-government in government organizations. This research was based on a practical purpose and based on a descriptive survey implementation ...
Read More
The current research was conducted with the aim of validating the structural model of open data governance in line with the health of the administrative system in e-government in government organizations. This research was based on a practical purpose and based on a descriptive survey implementation method. The statistical population of the research included the managers of the country's tax affairs organization and several university professors, all of whom (18 people) were selected as a statistical sample. Also, the data collection tool in this research was a researcher-made questionnaire, and confirmatory factor analysis and structural equation modeling and Smart Pls software were used for data analysis. The results of the research showed that the structural model of open data governance in the direction of administrative health in e-government in government organizations includes 6 components of platforms (with the dimensions of intra-organizational platforms and external platforms), strategies (with the dimensions of common strategies (internal and external), intra-organizational strategies and extra-organizational strategies), intervening conditions (with common dimensions (internal-external), internal and external), causal category (with dimensions of internal-external organizational factors, individual and social factors), central category and consequences (with Common dimensions (internal and external), internal and external).
Original Article
Digital Content Management
Mahshid Shahmohamadi; Fereshte Lotfizadeh; Ahmad Rahchamani
Abstract
The current research has been done with the aim of providing a framework for innovative social media marketing strategies to deal with the effects of health crises on small and medium-sized companies. This research is applied in terms of purpose, based on a survey-exploratory approach , and typically ...
Read More
The current research has been done with the aim of providing a framework for innovative social media marketing strategies to deal with the effects of health crises on small and medium-sized companies. This research is applied in terms of purpose, based on a survey-exploratory approach , and typically it is qualitative. The statistical population of this research was a group of experts in the fields of urban management and human resources management, from whom a statistical sample was selected and interviewed based on the theoretical sampling method. Selection of experts and conducting interviews with them continued until theoretical saturation was reached and then it was stopped. Finally, this method involved an interview with 15 experts. The approach adopted in this research to analyze the interviews was content analysis. At last, the results of the research led to the presentation of a comprehensive model consisting of five main themes and eighteen sub-themes including the following: Driving factors (online brand communities, social listening), customer participation marketing, prosumer (producer-consumer) influencer marketing, gamification; Strategic factors (increasing engagement, product/service development, increasing brand awareness, creating word-of-mouth advertising, increasing brand credibility); Facilitating factors (brand associations, strengthening brand identity); primary outcomes (correctly understanding consumer needs and opinions, creating value for consumers); Secondary outcomes (market development and new customer acquisition, sales promotion, loyalty promotion).
Original Article
Digital Content Management
Saeed Abdolmanafi; Mohammad Majdameli; Aliakbar Neghabi; Soamyeh Izadi
Abstract
With the prolongation of the Corona crisis and the restrictions imposed on businesses have undoubtedly created many problems for business owners. In this study, the performance of Isfahan service industries in using information technology software on content management produced in the social network ...
Read More
With the prolongation of the Corona crisis and the restrictions imposed on businesses have undoubtedly created many problems for business owners. In this study, the performance of Isfahan service industries in using information technology software on content management produced in the social network Instagram has been studied. Based on qualitative research, four dimensions as performance and efficiency criteria for Instagram, namely advertising dimensions, psychological psychological dimensions, Brand dimensions and media dimensions are examined by preparing a standard questionnaire. The aim is to examine the role of information technology on the content produced on Instagram on successful economic service industries. Since the dimensions of advertising and brand and media are based on information technology, the content produced on Instagram as the organization's software resources is selected based on a combination of genetic algorithm and forbidden search algorithm for users to the best content that of course does not contain malicious ads. Cookies, etc., to be recognized for continuing the service class. Frequency distribution tables based on the number of absolute and relative items; column percentages are usually used to display the results. In inferential statistics, K-S test is used to normalize research hypotheses. For this purpose, Pearson correlation coefficient and linear regression tests using SPSS 21 software are used. Analysis of research and implementation results with two collective intelligence algorithms shows that Instagram has a positive and significant effect on all four dimensions and thus leads to the success of the service classes that have used Instagram.
Original Article
Digital Content Management
sokaineh Falsafin; Dariush matlabi; Samaneh Khavidaki; Zakkie Arabsheibani
Abstract
The purpose of this study was to determine the role of socio-economic status (based on knowledge gap theory) on the information seeking behavior of faculty members and Educational staff affiliated to Qom University, Qom, Iran.
The study was an applied research in terms of purpose and was a correlational ...
Read More
The purpose of this study was to determine the role of socio-economic status (based on knowledge gap theory) on the information seeking behavior of faculty members and Educational staff affiliated to Qom University, Qom, Iran.
The study was an applied research in terms of purpose and was a correlational one in terms of method and data collection. The study population was 761 university employees. Based on Cochran’s formula the sample of the study were 255 employees. A researcher-made questionnaire was used to collect data.Spearman and X2 statistical tests were applied for analyzing data.
People who have a higher socio-economic status have a greater motivation to search and obtain information and there is a significant relationship between the components of individuals' socio-economic status and the type of the used information resources. Socio-economic status affects the criteria of evaluating information resources, and people with higher status use various evaluation criteria while assessing the information. People with socio-economic status use various and different channels to obtain information, so that there is a positive and significant relationship between the use of search-engines and meta-search engines, internal and external databases, conference papers, library RSS, specialized social networks, consultation with librarians and specialized blogs, and their socio-economic status.
The social and economic status explains and predicts the information seeking behavior of the staff and the results confirmed the theory of knowledge gap.
Original Article
Digital Content Management
Badralsadat Sahafi
Abstract
Technological development plays a key role in the development, continuity and survival of an organization and through this advancement, organizations continue to develop and get upgraded. Therefore, instruction of digital technology to the staff has an essential role in the efficiency of organizations. ...
Read More
Technological development plays a key role in the development, continuity and survival of an organization and through this advancement, organizations continue to develop and get upgraded. Therefore, instruction of digital technology to the staff has an essential role in the efficiency of organizations. Despite the significance of all the other relevant components in an organization, digital education and training plays a key role in the development of organizations. The more knowledgeable, creative and dynamic the staff within an organization are, the higher will be its power and dynamism, hence assuring the sustainable development of the organization. In this article, an attempt has been made to show the effects of digital technology training on organizational development in order to achieve practical results. In fact, As organizations and the organizational changes become more complex, employees and especially managers must use digital training opportunities to equip themselves with new capabilities, attitudes and knowledge to play active roles in the organization’s creative decision-making processes. Obviously, in today's fast changing industrial world, traditional training is not enough to meet the training needs of employees and manage complex organizations tasks. Therefore, newer and more appropriate models and methods such as digital education and learning should be used to train transformative, entrepreneurial and creative employees and managers.
Original Article
Digital Content Management
Fereydoun Omidi; Sajjad Zeinali; ali mehrabi
Abstract
Due to the importance of creating competitive advantages, the present study was conducted with a view to validating the pattern of digital marketing capabilities affecting the development of new Abadan petrochemical products. The present research is applied in terms of purpose and has been done with ...
Read More
Due to the importance of creating competitive advantages, the present study was conducted with a view to validating the pattern of digital marketing capabilities affecting the development of new Abadan petrochemical products. The present research is applied in terms of purpose and has been done with a survey method. The statistical population of the study consists of the senior managers of Abadan Petrochemical Company with more than 15 years of experience and high academic degrees to determine the validity of the scale based on simple random sampling. The data collection tool was a questionnaire with 50 questions. Confirmatory factor analysis was used for the validation of the questionnaire as well as Cronbach's alpha coefficient .Findings showed that the value of confirmatory factor analysis (t-value) for all 5 paths of the model is greater than 1.96 and the significance of the test is less than 0.05, so with a 95% confidence level causal factors affect the main category (marketing capabilities for new product development) by 0.705; The main category (marketing capabilities for new product development) has an impact on strategies of 0.379; Intervening factors affect strategies by 0.129; Underlying factors affect strategies by 0.457; Finally, strategies have an impact on outcomes of 0.849. The results show that the ability of innovation, customer orientation, the ability to improve marketing technologies, research and development capabilities and communication capabilities in the present study are confirmed and
Original Article
Digital Content Management
Ahmad Shamsi; Alireza Shirvani; mashallah valikani
Abstract
E-marketing greatly facilitated the banking sector. Because financial institutions can increase their services and reach global arenas. To further confirm this issue, the present study intends to identify the extent of use of electronic recovery services in Iranian banking and its role in strengthening ...
Read More
E-marketing greatly facilitated the banking sector. Because financial institutions can increase their services and reach global arenas. To further confirm this issue, the present study intends to identify the extent of use of electronic recovery services in Iranian banking and its role in strengthening communication with customers and its effect on brand management. The present research has investigated and analyzed the relationship between the dimensions of mental image, brand awareness and brand recognition in attracting customers, taking into account the marketing of electronic services (the case study of Iran Postbank). This research is applied in terms of purpose and descriptive-survey and correlational in terms of the nature of data collection. The statistical population of the research includes managers and senior supervisors of Iran Postbank. The sample size of the research is 168 people, and simple sampling method was used, and 117 people were selected for the research. A questionnaire tool was used to collect data. The validity of the questionnaire was confirmed through content validity and its reliability through Cronbach's alpha coefficient. To analyze the data, structural equation modeling was used with the help of PLS software. The results of this research showed that the variables of mental image, brand awareness and brand recognition have a significant and positive effect on the marketing of electronic services, also the marketing of services has a positive and significant effect on customer attraction and the marketing of electronic banking services will increase customer attraction.
Original Article
Digital Content Management
javad safavieh; bita tabrizian; Leila Andervazh; ebrahim Albo Naiemi
Abstract
Purpose:Start-up businesses have attracted considerable attention in the new approach in modern economy The present study was conducted to investigate the factors affecting the improvement of customers’ online shopping experience in ecommerce startups in the healthcare sector.
Method: This is ...
Read More
Purpose:Start-up businesses have attracted considerable attention in the new approach in modern economy The present study was conducted to investigate the factors affecting the improvement of customers’ online shopping experience in ecommerce startups in the healthcare sector.
Method: This is applied research conducted as a descriptive-survey. The target population includes all customers who used the electronic startup services in the healthcare sector; out of which a sample of 384 individuals was selected using Morgan table. A self-administered questionnaire to collect the data which was analyzed using partial least square and Smart-PLS software.
Findings: All research hypotheses were confirmed and it was proved that factors such as customer respect, customer enjoyment, importance of time, information security, convenience, perceived experience, value experience, and perceived image experience have positive effect on improving customers’ online shopping experience in the ecommerce startups.
Conclusion: Applying the proposed model helps e-startups increase the performance of their startups by eliminating their weaknesses and boosting their strengths.
Original Article
Digital Content Management
Nasim Bakhshaei; Mohammad Reza Bagherzadeh; Yousef Gholipour kanani; Mohammad Reza dalvi
Abstract
The purpose of this research is to present and explain the establishment pattern of the fifth-generation university in Islamic Azad Universities. Future thinking and the university system's policy in higher education have become necessary with the effectiveness of virtual and electronic learning. ...
Read More
The purpose of this research is to present and explain the establishment pattern of the fifth-generation university in Islamic Azad Universities. Future thinking and the university system's policy in higher education have become necessary with the effectiveness of virtual and electronic learning. Higher education based on digital developments has entered a new era where competition and quality are its main characteristics. One of the challenges facing universities in the new millennium is the concept of the fifth-generation university. This research was conducted with a qualitative-inductive approach and by the Strauss-Corbin grounded theory method. The research tool (data collection) is a semi-structured interview. Using the grounded theory method, the data obtained from the interviews, conducted with 10 professors and managers of Islamic Azad University, were analyzed during three stages of open, central, and selective coding. 20 general categories in the form of a paradigm model including factors including causal conditions ( knowledge development; new social needs; internal organizational factors; external organizational factors; mechanisms of first-generation universities, second-generation universities, third-generation universities, and fourth generation universities) central phenomenon (establishment of the fifth generation university), underlying conditions (creating social, cultural and political in the university; economic development of the university; organizational support platforms), intervening conditions (the existence of a dynamic environment and structure in the university) and strategies (changing the educational approach; environmental re-engineering; academic effectiveness; development architecture) and consequences (elite development; comprehensive effectiveness of the university; The emergence of the characteristics of the fifth generation university) is the result of this investigation.
)
