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.
Zohreh Namaki; Sayyed Mohammadreza Davoodi; Saeed Aghasi
Abstract
Purpose: The purpose of this study is to design an organizational performance model based on the digital status of the organization in the Corona pandemic with a theme analysis approach in the Ministry of Industry, Mine, and Trade (MIMT).Method: This research was conducted with a qualitative approach. ...
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Purpose: The purpose of this study is to design an organizational performance model based on the digital status of the organization in the Corona pandemic with a theme analysis approach in the Ministry of Industry, Mine, and Trade (MIMT).Method: This research was conducted with a qualitative approach. The research tool (data collection) was a semi-structured interview in which 27 elites and qualified specialists in MIMT (statistical population of this study) were selected using a purposive sampling approach to qualitative sampling.Finding: The results of data analysis in the qualitative section in the open coding stage identified 79 codes, which finally through axial coding achieved 3 categories (main category) and 21 indicators (subcategory).Conclusion: The main mission and goal of the managers of any organization is the effective and efficient use of various resources and facilities such as labor, capital, materials, energy, and information. Digital transformation, which has always been important as a fundamental and strategic action in organizations, has become more important in recent years following the outbreak of coronavirus; the pressures of the coronavirus epidemic have accelerated the efforts of organizations to create digital transformation
Sokaineh Falsafin; Dariush Matlabi; Samaneh Khavidaki; Zakkie Arabsheibani
Abstract
Purpose: Economic and social status play a prominent role in many human activities and their function is accentuated in the theory of the knowledge gap. According to the idea, the knowledge of the people with higher socio-economic status increases compared to those with lower socio-economic status. ...
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Purpose: Economic and social status play a prominent role in many human activities and their function is accentuated in the theory of the knowledge gap. According to the idea, the knowledge of the people with higher socio-economic status increases compared to those with lower socio-economic status. The purpose of this study was to determine the role of socio-economic status (based on knowledge gap theory) in the information-seeking behavior of fellow members of staff at Qom University.Method: The study was an applied research in terms of purpose and in terms of strategy and data collection was correlational. The population consisted of 761 university employees. Based on Cochran’s formula the sample of the study included 255 employees. A researcher-made questionnaire was used to collect data. Spearman and X2 statistical tests were applied to analyze data.Findings: People who have a higher socio-economic status (with higher employment, income and education levels) are more motivated 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 for evaluating information resources, and people with higher rate use various evaluation criteria while assessing the information. People with socio-economic status use various and different channels to obtain information, thus, 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 technical blogs, and their socio-economic status.Conclusion: The social and economic status explains and predicts the information-seeking behavior of the staff and the results confirmed the theory of knowledge gap. Prediction of the facilities required for searching and seeking information in organizations and making them accessible to all human resources can help provide fair access to information for the better part of society and reduce the knowledge gap.
Benyamin Mosayebi Amidabadi; Ozhan Karimi; Shahram Hashemnia
Abstract
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 ...
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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 by using the mixed method based on deductive-inductive reasoning. Moreover, the identified indicators were validated by using the Fuzzy Delphi Method (FDM). Data analysis was done through MaxQDA and Matlab software within qualitative and quantitative phases, respectively.Findings: The main categories of the study included marketing strategy, personalization, website design, consumer interaction, product features. Digital branding is at the center of the analytical model with dynamic interaction with four categories mentioned above. The website should be designed flexibly to provide customers with a personalization option. Furthermore, the product/service mix must be based on innovation.Conclusion: The needs and expectations of customers should also be found through interaction with customers. Finally, business management was obtained through marketing strategies.
Soraya Lashgari; sadegh abedi; Reza Radfar; Javad Iranban
Abstract
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 ...
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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 3 variables: empowerment of supply network, of product innovation, and of digital marketing is quite undisputed. The present research has been done with a view to identifying and evaluating the cause-and-effect interdependent relations governing the variables of R & D of digital marketing and innovation in commercial automotive industry. The research is typically applied, and has been done using the descriptive-survey method. The research community consisted of 50 experts; all with acceptable academic backgrounds and years of experience as executive managers and marketeers in the R & D of automotive industry. To analyze the data, the views of some elected experts on automotive industry, along with Delphi fuzzy and Dematel method were applied. Our findings showed that the variable “Intensity of R & D of digital marketing and innovation” has the most effect on the other variables. The variable “Empowerment of supply network” with the score of 3,25 has the largest amount of interaction with the other variables. Also, the variable “ Empowerment of R & D in digital marketing and innovation” with the score of 1,08 has the smallest amount of interaction with the other variables.
Elaheh Rahimi; Abbas Heydari; Behrooz Ghasemi
Abstract
Purpose: The key to startup success is a brand-centric approach that combines brand leadership strategy with creative, targeted, and cost-effective business methods. In the brand-centered approach, all company processes revolve around the development of brand identity in continuous interaction with customers, ...
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Purpose: The key to startup success is a brand-centric approach that combines brand leadership strategy with creative, targeted, and cost-effective business methods. In the brand-centered approach, all company processes revolve around the development of brand identity in continuous interaction with customers, to create long-term competitive advantages for the brand. The purpose of this research is to investigate the impact of entrepreneurship-based branding in cyberspace on the performance of startups.Method: The current research is of an applied type and with a mixed method and a sequential qualitative-quantitative approach, first qualitative and then quantitative data was collected and analyzed. Due to the small size of the population, sampling was not done and all 52 people were examined. Smart PLS software was used to analyze quantitative data and test research hypotheses and implement structural equation modeling. Confirmatory factor analysis was also used to test the significance of the relationships and the fit of the obtained measurement models. To analyze the data and test the research hypotheses, the structural equation modeling method was applied.Findings: Qualitative findings showed that the branding model based on entrepreneurship in cyberspace includes six main themes and 18 sub-themes. Causal factors include risk-taking categories, business situation analysis, and brand content capabilities; Background factors include the categories of brand organizational structure, market orientation, and brand orientation; intervening conditions include the categories of legal infrastructure, customer characteristics, and economic uncertainty; the central category includes the three categories of brand vision depiction, brand integrity and entrepreneurial capabilities; strategies including three categories of brand positioning, strategic planning for branding and value creation; And the consequences include three categories of competitive advantage, strategic brand development and brand identity development. Quantitative findings showed that the causal conditions of branding with a score of 26.719 has a positive and significant effect on entrepreneurial branding; Entrepreneurial branding with a score of 4.873 on value-based brand positioning; And value-based positioning with a score of 29.960 has a positive and significant effect on the performance of startups.Conclusion: The results indicate that the branding model based on entrepreneurship in cyberspace and its impact on the performance of startups includes six main themes and 18 sub-themes, and branding based on entrepreneurship in cyberspace has a positive and significant effect on the performance of startups.
Abutorab Alirezaei; Hojjatollah Bagheri Bagheri; Mohammad Reza Kabaran Zadeh
Abstract
Purpose: Technology plays an essential role in any country to achieve sustainable development. Choosing appropriate and advanced technology is one of the strategic decisions of industrial managers. This research discusses the critical factors that should be considered in the process of choosing new technologies ...
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Purpose: Technology plays an essential role in any country to achieve sustainable development. Choosing appropriate and advanced technology is one of the strategic decisions of industrial managers. This research discusses the critical factors that should be considered in the process of choosing new technologies based on the competitive mechanism, and accordingly, designs and explains the technology selection model for equipping downstream petrochemical industrial units to create a competitive advantage.Method: The research method is an applied one and in terms of data type, it is a partly qualitative and quantitative research. In the quantitative phase, research data was collected based on the data obtained from the qualitative phase, and using the questionnaire tool. The research data was analyzed using thematic analysis and MaxQda software in the qualitative phase and they were also analyzed using the TOPSIS technique and meta-heuristic algorithm in the quantitative phase for modeling.Findings: Thirty-four concepts and five categories were identified as technology selection criteria for equipping downstream petrochemical industrial units to create a competitive advantage. The "technical criteria" factor was identified as the foremost priority in equipping downstream petrochemical industrial units to create a competitive advantage. The ranking of the determined categories from one to five were the factors of competitive criteria, strategic criteria, internal criteria, and external criteria, respectively.Conclusion: Finally, using the TOPSIS fuzzy technique, the model of equipping industrial units was presented to help decision-makers and policy makers of downstream petrochemical industries.
Maryam Azimian; Nusrat Riahi Nia; Ali azimi vaghar; Keyvan Borna
Abstract
Purpose: The main purpose of this study is to design and evaluate a book recommender system in digital and public libraries. The solution has been provided by receiving and reviewing the preferences and experiences of users and profile information and studying the background of each user, as well as ...
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Purpose: The main purpose of this study is to design and evaluate a book recommender system in digital and public libraries. The solution has been provided by receiving and reviewing the preferences and experiences of users and profile information and studying the background of each user, as well as considering groups of features recorded in the recommendation process. Method: This research is applied in terms of purpose and survey method. The statistical population studied in this research consists of 263 questionnaires of users and 30 questionnaires of librarian experts. In order to find similarity between users and books, clustering and grouping have been used. Findings: There are two criteria for grouping: users grouping that can be used on the three indicators of age, gender, educational level, and thematic classification of books can be based on scope, branch, and sub-category. In analyzing the data in the descriptive statistics section, Excel software is used and in the analytical section, SPSS software. Findings indicate that the accuracy criterion has been improved by calculating MAE and RSME in the proposed method compared to the basic method in this field. The results also showed that classification can have a significant impact on the forecast and performance of book forecasting systems. Conclusion: The evaluation of the conceptual design showed that by focusing on user characteristics and obtaining real feedback of Iranian libraries, the recommender can serve as a key and effective element in the service of the Iranian readership community and play a good role as a virtual reference librarian.
Mina Abdolalipoor; Hossein Budaghi Khajeh Nobar; Parvaneh Gelard; Reza Rostamzadeh
Abstract
Purpose: The purpose of this research was primarily to design the electronic customer relationship management model and explain its consequences.Method: Validation of electronic customer relationship in private banks based on mixed research and descriptive-exploratory method were used. On this basis, ...
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Purpose: The purpose of this research was primarily to design the electronic customer relationship management model and explain its consequences.Method: Validation of electronic customer relationship in private banks based on mixed research and descriptive-exploratory method were used. On this basis, with the help of data-based theorizing method, the categories forming the model were identified by open coding, and then with the benefit of central and selective coding, the desired model was presented. Also, in the following, the validation of the model among the studied population was discussed using the method of structural equation modeling. The statistical population for presenting the model includes banking industry experts (consisting of senior bank managers with at least 10 years of work experience and academic experts in the field of digital marketing with at least 5 years of experience working in the banking system) and for validating the model two categories of managers and employees of private banks. The research is limited to the city of Tehran and the local customers . The statistical sample of experts up to the stage of theoretical saturation is 16 people using a purposeful judgemental method, and for the model validation stage, 230 people were selected based on the rules of sample size in the structural equation method. The data collection tool included a semi-structured interview for the modeling stage and a questionnaire with a five-point Likert scale for the validation stage.Findings: The findings showed that 67 basic themes (selective concepts) were categorized and after reviewing, 20 organizing themes (dimensions) were obtained and finally these dimensions were divided into 7 general categories: organizational factors, individual factors, contextual factors, environmental factors, frameworks, strategies, consequences were categorized. The main category identified in this research is "Implementation of E-CRM" and other categories are presented under the headings of causal conditions, background factors, strategies, and consequences.Conclusion: The results of the calculated value (GOF) for the structural model of the research was calculated as 0.387, which indicates the overall strong performance of the structural equation model of the research. Also, the findings of the quantitative part have confirmed the validity of the structural model of the research and demonstrated the truth of hypotheses of the research (except for hypotheses No. 9, 11, 15, 16, and 17)
Sepideh Ciruskabiri; Ahmadreza Varnaseri
Abstract
Purpose: The Purpose of this paper is to explain the nature and process of digital transformation.Methodology: Its methodology is based on a structured literature review (SLR) and searching scientific sites and specialized resources. One roadmap model, six maturity assessment models, three digital business ...
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Purpose: The Purpose of this paper is to explain the nature and process of digital transformation.Methodology: Its methodology is based on a structured literature review (SLR) and searching scientific sites and specialized resources. One roadmap model, six maturity assessment models, three digital business model transformation approaches and eight digital transformation frameworks are explained interpretively.Findings: Digital transformation is a strategy and an operating model change, in which technological advancements are leveraged to improve human experiences and operating efficiencies and to evolve the products and services to which customers will remain loyal. A review of research in this field shows that the nature of digital transformation depends on knowledge and knowledge is formed as a valuable asset in people's minds. Therefore, the role of human resources in creating and achieving the transformation is important and fundamental. Findings show that no digital transformation is only technological, it is organizational and requires its own planning, resources and rules. It is clear that we need a model in this kind of transformation journey. Staff capital and its empowerment by knowledge and fundamental requirements are important for success in the digital transformation program. Transformation in culture, in structure, in processes and methods, along with the benefits of the frontier technologies, will lead to a dramatic transformation in the field of business. The environment of organizations is changing faster and has become more volatile, uncertain and complex than in the past. Rapid changes in competition, demand, technology and regulations make it more important than ever for organizations to be able to respond and adapt to their environment. In this context, the pressure on firms to align their business strategy with the technological changes in the environment has significantly increased with the emergence and growing importance of new digital technologies, such as Social Media, Cloud Computing, Big Data and Analytics, Embedded Devices, 3D-Printing, the Internet of Things and Artificial Intelligence. They are profoundly transforming the strategic context of organizations: changing the structure of competition, the behavior and expectations of customers, the way business is conducted, the way products are manufactured and services are delivered, the way of working and, ultimately, entire industries. The growth of technology, in addition to transforming organizational boundaries, has also improved knowledge sharing. As the results indicate, the digital age refers to a time in history when the use of digital technology was generalized throughout the world. We are on the verge of a technological revolution that will fundamentally change the way we live, work and communicate with each other. In terms of scale, scope, and complexity, this transformation will be different from what mankind has already experienced.Conclusion: Digital transformation has affected the work processes of individuals in organizational environments. New methods in combining digital innovations and intensifying inter-organizational collaboration are among the key features of success. Because the goal of digital transformation is a business transformation, it requires different organizational elements, which are explained in the frameworks, to work together like a piece of music in a concert with different instruments played harmoniously and simultaneously
Seyed Rasoul Hoseini; Ammar Moghaddas Shargh; Tooktam Salari; Mohammad Mahdi Banimahd Rankouei
Abstract
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 ...
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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 aimed to design and illustrate a model of agile digital marketing capabilities in the insurance industry in Iran.Methodology: The present study is aimed at presenting a model of agile digital marketing capabilities in insurance industry by using semi-structured interviews. By nature the study is exploratory and qualitative; concerning research objective it is an applied study; it is, also, a descriptive survey study in terms of data collection. The population includes all senior managers of insurance firms and decision-makers in digital marketing of insurance industry. Accordingly, the sample includes 42 participants with required subject-matter experience and skill and expertise. By means of qualitative research methods in marketing, and the real-world data-based grounded theory (GT) systematic paradigm, the study tried to present a theoretical model.Findings: Based on the interview data and following the grounded theory approach, 246 open codes and 41 themes were identified regarding the agile digital marketing capabilities in the insurance industry. In this research, the main categories are Flexibility, Prediction and accountability-prevention, Quality, Reconfiguration, Functional mutual cooperation, Convenience and reaction speed, Perception, Trust and safety, Integrity of skills and performance, the ability of technical integration, the ability of organizational integration. In addition to the central dimension, five other components (Casual factors, Contextual factors, Intervening factors, Strategies, and Consequences) were identified.Discussion and Conclusion: The final result of the study is a relatively comprehensive and complete paradigm based on the requirements and characteristics of the insurance industry. The present study aims to expand theoretical foundations and the existing literature on digital agile marketing through an applied and appropriate model, whereas previous researches are focused on speed and accuracy, or on organizational structure, culture, manpower, information equipment, technology, and process, or on reaction speed, flexibility, and responsiveness. Also, the importance of channels, social media, digital communication, digital technology in digital marketing, and social networks, as well as the special value of the brand , are common knowledge. Studies, also, allude to team-making and management support, and culture . Also, in some cases, adaptability to changeable conditions, cooperative approach, integrative workplace, innovation speed, concentration on prediction, and monitoring market needs were attested in previous literature
hamidreza rostami; shaban elahi; Alireza Hassanzadeh; Ali Moeini
Abstract
By presenting the possibility of automatic reasoning by machines, semantic technology provides a new method for managing data and utilizing artificial intelligence based on formal and explicit patterns; emergence of these technologies in e-learning has enabled the development of next-generation learning ...
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By presenting the possibility of automatic reasoning by machines, semantic technology provides a new method for managing data and utilizing artificial intelligence based on formal and explicit patterns; emergence of these technologies in e-learning has enabled the development of next-generation learning and has created semantic-rich learning environments; So that, some researchers refer to this phenomenon as the next big wave in educational technologies. Despite the undeniable importance of this phenomenon and the many studies that have been done on semantic-rich learning environments, there is no combined knowledge that can demonstrate the evolved nature of these environments and related theories. the research, with the aim of extracting repetitive themes in the field of semantic-rich learning and expressing the basic opportunities and challenges in this field, systematically reviews the articles published in the WOS database, during the years 2000 to 2020 using the paradigm funnel technique; and has used Nvivo software in document analysis and theme extraction.
MD SOLEMAN PHARCY
Abstract
The purpose of this study is to research factors associated with knowledge distribution that managers can leverage to ensure a strong innovation management process and successfully deliver technological innovations to the intended consumer. These approaches have strengths and weaknesses of their own ...
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The purpose of this study is to research factors associated with knowledge distribution that managers can leverage to ensure a strong innovation management process and successfully deliver technological innovations to the intended consumer. These approaches have strengths and weaknesses of their own about technological advances, user's reception, adaptability, and success rate within the real intelligence of generating knowledge. The learning of data access distribution- how an individual/ the organization obtains access to any individual's own and other knowledge-has emerged as a key research area from a broad and deep field of study on technology transfer and innovation, and more recently from the sector of strategic management. Increasingly, knowledge access sharing research has moved to an organizational learning perspective. Indeed, experience and research suggest that successful knowledge access sharing involves extended learning processes and not simply communication processes, as ideas associated with development and innovation need. This paper provides basic concepts of data access distribution and its means of realization
Digital Content Management
Roholah hosseini; Taher Fatahi
Abstract
Purpose: The customer’s behavior is influenced by their mental image of the Banks. Information resources are one of the factors that shape this mental image. electronic word of mouth(eWOM) is considered a powerful advertising tool and also an important and influential resource of ...
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Purpose: The customer’s behavior is influenced by their mental image of the Banks. Information resources are one of the factors that shape this mental image. electronic word of mouth(eWOM) is considered a powerful advertising tool and also an important and influential resource of information on the attitudes and behavior of customers. The aim of the present research is to investigate the position of eWOM among the advertising strategies that form the mental image of the customers of Bank Day branches in the west of the country.
Method: The present research is applied in terms of purpose and descriptive and analytical in terms of nature. It is also a field survey in terms of data collection. The background of the research was compiled through library resources and web browsing And then8 options and 9 criteria were identified that the decision matrix questionnaire was designed. Therefore, the researcher's decision matrix was used to collect data And its content validity was confirmed through professors. The statistical population of this research was made up of all the experts working in the branches of Bank Day Gharb in the country. In the present study,23 experts were selected based on selective and snowball sampling.
Results: Data analysis was done in Taxonomy software. The results showed that the eWOM advertising strategy ranked third among the advertising strategies after television advertising and Internet advertising in the formation of the customer’s mental image.
Conclusions: Based on the research findings, The strategy of electronic recommendation advertising
