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 ...
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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).
Suma Mozaffari; Soleyman Iranzade; Hossein Gharabeygloo; Reza Ranjpoor
Abstract
The present research has been done with a view to designing content marketing model at social media for boosting green marketing. As regards purpose, it is an applied research,and in terms of approach an exploratory survey, and typically, it can be subsumed under a qualitative research. The analysis ...
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The present research has been done with a view to designing content marketing model at social media for boosting green marketing. As regards purpose, it is an applied research,and in terms of approach an exploratory survey, and typically, it can be subsumed under a qualitative research. The analysis approach of this research is meta-synthesis. The statistical community consists of academic and scholarly articles published between 2016-2021/1395-1401 on the pertinent area of this study at Iran`s and foreign trustworthy databases. According to our findings, 1740 articles were retrieved, 324 abstracts were sieved and 186 abstracts were investigated. It was established that the titles of 1416 articles were irrelevant, and consequently they were omitted. 138 articles were deleted once their abstracts had been reviewed and found irrelevant and 95 articles were left out after a survey of their contents. The criteria used were size of the statistical sample, theoretical sufficiency (theoretical saturation), and finally 56 articles were accepted. The outcome of this process was 49 codes, 23 concepts and 10 categories. The Kappa index was used to guarantee the quality of our research. The amount of the index was calculated using the SPSS software at the significant level of 0/000 number 0/806. According to the evaluation and the extracted concepts and categories in the present research, the content marketing model of social media (Instagram) for boosting green marketing was designed based on three groups of factors: causal, mediating and consequential. The results of the findings show that in the process of content marketing of social media for boosting green marketing, a set of variables play a causal role, and can act as stimulants or propelling agents, and if the causal and mediating factors come properly about, this can culminate in the boosting of the service or product`s brand and an appropriate competitive advantage regarding green marketing in the organizations will also emerge.
Masoumeh Babaei; Abolfazl Danaei; Farshad Faezi Razi
Abstract
Purpose: The present article has been written to review studies in the field of social media evolution in human resources and the gaps in this research. This review paper is expected to motivate further research initiatives regarding the role of social media in different HRM practices.Method: The paper ...
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Purpose: The present article has been written to review studies in the field of social media evolution in human resources and the gaps in this research. This review paper is expected to motivate further research initiatives regarding the role of social media in different HRM practices.Method: The paper is based on 98 published papers collected from the Web of Science Database particularly from 1975 to 2021 (up to NOV) using VOSviewer software.Findings: After reviewing the paper contents, the author briefly highlighted the findings. According to studies, the results show that the issue of change has shifted to Transformation 4.0 in Media and HRM 4.0 in recent years. An approach that refers to concepts such as social networking and digital media. The results also show that traditional approaches to social media before 2018 are more related to Communication, Communities, Goals, Behavior, and so on. In recent years, concepts such as Technology, ACTIVISM, INTERNET USE, Facebook, Culture, etc. are related.Conclusion: The author expects that based on the findings; the organizational policymakers can get some practical guidelines regarding the efficient utilization of such a platform. In particular, the media can be a well-established platform for searching for competent employees and creating employer branding. Therefore, more and more research studies should be carried out focusing on this recent issue.
Ahmad Afrouz; Ehtesham Rashidi; Abolfazl Danaei
Abstract
Purpose: Relationship marketing seeks to build relationships with your customers that will make them repurchase from the company in the future and encourage others to do so, which is the best approach to retaining customers. Therefore, Internet service providers should be aware of how to establish lasting ...
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Purpose: Relationship marketing seeks to build relationships with your customers that will make them repurchase from the company in the future and encourage others to do so, which is the best approach to retaining customers. Therefore, Internet service providers should be aware of how to establish lasting relationships with their customers and look for relationships to attract customers. The purpose of this study is to design a relational marketing model in the film sales and screening network in Iran.Method: In the present research method, after analyzing the theoretical and experimental records, the qualitative method and in-depth interviews with 10 managers of film sales companies were carried out using targeted sampling method and theoretical sampling, which has reached theoretical saturation. The obtained information was then analyzed using the content analysis method and a paradigm model of relational marketing was constructed.Findings: The results showed that relational marketing in the sales and film network in Iran is one of the factors of relational marketing (including the themes of causal conditions: communication, relationship quality, innovation; background conditions: marketing, advertising; mediating conditions: Customer gender, customer expectations, customer knowledge, customer focus and ultimately the outcome: customer loyalty, customer satisfaction, customer trust, competitive advantage, business performance, and customer commitment) can have an impact.Conclusion: By focusing on the factors obtained in this research, relationship marketing can create customer loyalty, customer satisfaction, competitive advantage, business performance, and customer commitment in film sales companies.
Mohammad Javad Shooshtari; Hossein Etemadfard; Rouzbeh Shad
Abstract
The widespread deployment of social media has helped researchers access an enormous amount of data in various domains, including the the COVID-19 pandemic. This study draws on a heuristic approach to classify Commercial Instagram Posts (CIPs) and explores how the businesses around the Holy Shrine were ...
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The widespread deployment of social media has helped researchers access an enormous amount of data in various domains, including the the COVID-19 pandemic. This study draws on a heuristic approach to classify Commercial Instagram Posts (CIPs) and explores how the businesses around the Holy Shrine were impacted by the pandemic. Two datasets of Instagram posts (one gathered data from March 14th to April 10th, 2020, when Holy Shrine and nearby shops were closed, and one extracted data from the same period in 2019), two word embedding models – aimed at vectorizing associated caption of each post, and two neural networks – multi-layer perceptron and convolutional neural network – were employed to classify CIPs in 2019. Among the scenarios defined for the 2019 CIPs classification, the results revealed that the combination of MLP and CBoW achieved the best performance, which was then used for the 2020 CIPs classification. It was found out that the fraction of CIPs to total Instagram posts has increased from 5.58% in 2019 to 8.08% in 2020, meaning that business owners were using Instagram to increase their sales and continue their commercial activities to compensate for the closure of their stores during the pandemic. Moreover, the portion of non-commercial Instagram posts (NCIPs) in total posts has decreased from 94.42% in 2019 to 91.92% in 2020, implying the fact that since the Holy Shrine was closed, Mashhad residents and tourists could not visit it and take photos to post on their Instagram accounts.
Jamirul Islam
Abstract
Since the accessibility of the internet, cyber literature can function by bringing ease, evolving preferences and mindsets. This research is a survey focused on the opinions of the respondents on the nature of social media cyber literature; of its advantages and effects on the reader. This research is ...
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Since the accessibility of the internet, cyber literature can function by bringing ease, evolving preferences and mindsets. This research is a survey focused on the opinions of the respondents on the nature of social media cyber literature; of its advantages and effects on the reader. This research is limited to the collective poems on Facebook. The logic is simple; the shortened version is preferred. Poetry is more likely to be used for the interpretation of reader-writer interactivity in cyber literature. The technique is the literary theory of reader reaction with attention to Facebook's reader-writer personalization. The objectives of this article were to expose the impetus of audiences to react to the submitted text, the reasons why they really like it, and what its benefits are. The findings showed that cyber literature is effective in implementing a substitute writing style that also improves writers’ enthusiasm and imagination to make use of the digital content.