Digital Content Management
Providing a Framework for Innovative Social Media Marketing Strategies

Mahshid Shahmohamadi; Fereshte Lotfizadeh; Ahmad Rahchamani

Articles in Press, Accepted Manuscript, Available Online from 25 September 2023

  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

Validation of the Pattern of Digital Marketing Capabilities Affecting Product Development

Sajjad Zeinali; Fereydoun Omidi; Ali Mehrabi

Volume 5, Issue 8 , January 2024, , Pages 183-205

  Purpose: 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 ...  Read More

Research & Development of Digital Marketing and Innovation in Commercial Automotive Industry

Soraya Lashgari; sadegh abedi; Reza Radfar; Javad Iranban

Volume 4, Issue 7 , July 2023, , Pages 289-310

  Automotive industry particularly, commercial automotive industry, ranks as a key industry in the economic growth. The necessity of investigating the research & development(R & D) activities of digital marketing and innovation in the form of a dynamic system in automotive industry based on the ...  Read More

Designing a Model of Agile Digital Marketing Capabilities in the Insurance Industry

Seyed Rasoul Hoseini; Ammar Moghaddas Shargh; Tooktam Salari; Mohammad Mahdi Banimahd Rankouei

Volume 4, Issue 7 , July 2023, , Pages 435-464

  Purpose: Dynamic features of the market, increased competition, and globalization are primary requirements of active participation in new markets. These days, only companies which benefit from digital agility and function fast, as well as flexibly, can grow and expand their market. The present study ...  Read More

Integration of Sustainability in Small Business Digital Marketing: A Qualitative Study

Nasim Rahmani; Shadan Vahabzadeh Munshi; Hormoz Mehrani

Volume 4, Issue 6 , January 2023, , Pages 287-309

  This study aims to design a local model of social responsibility in digital marketing in small online retail businesses in Iran. The present research is  applied  in terms of purpose and a qualitative research  in terms of data collection method. The statistical population in the qualitative ...  Read More

Modeling the Relational Marketing of Iranian Films in the Digital Age

Ahmad Afrouz; Ehtesham Rashidi; Abolfazl Danaei

Volume 3, Issue 4 , January 2022, , Pages 253-273

  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 ...  Read More

Providing Digital Marketing Model for Online Business Branding

Benyamin Mosayebi Amidabadi; Ozhan Karimi; Shahram Hashemnia

Volume 3, Issue 4 , January 2022, , Pages 274-296

  Purpose: Considering the competitive space of online businesses, branding would be the key element for achieving a competitive advantage. This study aimed at providing a digital marketing model for online business branding.Method: This was a fundamental study in terms of objective, which was conducted ...  Read More

The Agility Model of the Banking Industry in Digital Marketing

Jalal Salehi; Ali Hosseinzadeh; Hadi Bastam

Volume 2, Issue 3 , March 2021, , Pages 217-242

  The developments of digital marketing in the banking industry have affected the speed of changing customer demands. Therefore, the ability to quickly and agilely adapt to changes plays a key role in creating competitive advantages. Despite the significant role of agility in responding to changes, so ...  Read More