Allameh Tabataba'i UniversityJournal of Digital Content Management3116-17157320260701Personalization - Privacy Paradoxes: The Personalized Advertising Privacy Calculus and Behavioral Intentions of Generation Z Consumers in Online Stores1302075610.22054/dcm.2026.85668.1269ENHesamoddinMostafaeiMSc in Business Administration, Faculty of Economics and Management, Urmia University, Iran0009-0000-8308-223XBagherAsgarnezhad NouriAssociate Professor of Business Administration, Faculty of Economics and Management, Urmia University, Iran0000-0003-3075-9889HooshmandBagheri GarbollaghAssistant Professor of Business Administration, Faculty of Economics and Management, Urmia University, IranRaminBashir KhodaparastiAssociate Professor of Business Administration, Faculty of Economics and Management, Urmia University, Iran0000-0002-5292-3451Journal Article20250505<strong>Purpose: </strong>This study investigates the personalization–privacy paradox and its influence on the behavioral intentions of Generation Z consumers. Specifically, it examines how personalized marketing affects consumers’ perceptions of the benefits and threats of sharing personal information, as well as the role of privacy concerns in shaping their behavioral responses.<br /><strong>Method: </strong>The study population consisted of students at Urmia University aged between 18 and 27 years. Based on Cochran’s formula, a sample of 384 participants was selected. Data were collected using a standardized questionnaire. The research model and hypotheses were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach with SPSS and SmartPLS software.<br /><strong>Findings: </strong>The results revealed that personalization has a significant positive effect on consumers’ behavioral intentions, including purchase intention and viral behavioral intention. Personalization was also found to significantly influence consumers’ perceptions of both the benefits and threats associated with sharing personal information. Perceived benefits positively affected the perceived value of information disclosure, whereas perceived threats had a negative effect on this value. Furthermore, the perceived value of information disclosure significantly enhanced consumers’ behavioral intentions. The findings also indicated that privacy concerns negatively moderate the relationship between the perceived value of information disclosure and behavioral intentions.<br /><strong>Conclusion: </strong>The findings suggest that while personalized marketing can effectively enhance Generation Z consumers’ behavioral intentions, its success depends on managing the privacy concerns associated with personal data disclosure. Therefore, marketers should develop personalization strategies that maximize perceived benefits while minimizing privacy-related concerns to foster positive consumer responses.https://dcm.atu.ac.ir/article_20756_437e145bbba6a3161bad315417f3c583.pdfAllameh Tabataba'i UniversityJournal of Digital Content Management3116-17157320260701Information-Seeking Behavior of Investors in the Iranian Stock Market31592075810.22054/dcm.2025.85865.1271ENSaidehSoltani TaleDepartment of knowledge and Information Science, University of Qom, Qom, IranRezaKarimiDepartment of knowledge and Information Science, University of Qom, Qom, Iran.RouhallahKhademiDepartment of knowledge and Information Science, Semnan University, Semnan, Iran.0000-0002-4415-1068Journal Article20250515<strong>Purpose</strong>: The aim of this research is to assess the information-seeking behavior of investors in the Iranian stock market and identify the variables and behavioral biases that affect it.<br /><strong>Method</strong>: This research is a descriptive survey study. The statistical population includes investors in the Iranian stock market. Data was collected using a questionnaire, and its validity was assessed through content validity and final validity, with Cronbach's alpha being utilized for evaluation. Data were collected through a questionnaire based on Wilson's information-seeking behavior model, with a sample size of 150 participants surveyed at the end of 2022. Quantitative analyses were performed using SmartPLS software.<br /><strong>Findings</strong>: The findings reveal that investors require various types of basic and technical information, primarily accessed through main databases, social media, and financial statements of listed companies. The most significant factor influencing the choice of information source is the regular updating of information. Most participants exhibited purposeful search behavior, effectively identifying where to find information, trusting their judgment, and demonstrating strong information-seeking skills. Additionally, the research explored the financial behavior of investors, revealing that behavioral biases moderately impact their decision-making.<br /><strong>Conclusion</strong>: Overall, the results indicate that investors in the Iranian stock market recognize the vital role of information in their decisions. Thus, it is essential to provide tailored and relevant information through efficient information systems, educational resources, and other means. Although many respondents displayed effective information-seeking behavior and a solid level of financial knowledge, they remain susceptible to various behavioral biases.https://dcm.atu.ac.ir/article_20758_357429c78239304d194f517cde4ad439.pdfAllameh Tabataba'i UniversityJournal of Digital Content Management3116-17157320260701A Model for Public Service Delivery in the Context of Social Media (E-Government 2.0)60812075910.22054/dcm.2025.81494.1252ENRoyaHejaziniaPh.D. in Information Technology Management, Allameh Tabataba'i University, Tehran, Iran0000-0003-4708-2835MohammadtaghiTaghavifardProfessor, Department of Industrial Management, Allameh Tabataba'i University, Tehran, Iran0000-0002-4212-2079Journal Article20240819<strong>Purpose</strong>: This study aimed to present a model for public services in the context of social media (e-government 2.0) in Iran.<br /><strong>Method</strong>: This paper used a grounded theory (GT) centered on semi-structured interviews with 23 experts in the Iranian e-government and social media development effort. The data were analyzed using MAXQDA software.<br /><strong>Findings</strong>: This study showed that some factors, such as goal and plan attainment, electronic readiness, and environmental changes, prepared the ground for e-government 2.0 and were affected by macro-environmental trends, including environmental crises and risks, thereby advancing progress and development. Meanwhile, it is necessary to pay attention to various implementation, cultural, and infrastructure considerations and to provide for the infrastructural, social, organizational, legal, and security requirements, which result in the development of management, knowledge, awareness, communications, and service.<br /><strong>Conclusion</strong>: The present study showed that achieving goals, e-readiness, and environmental changes are the basis for e-government 2.0. Crises and developments influence these factors. Also, the success of e-government 2.0 requires attention to implementation, cultural, and infrastructure requirements that lead to improved management, awareness, and service quality. Given the country's local and cultural conditions, this model can serve as a practical framework for designing and implementing e-government services in Iran.https://dcm.atu.ac.ir/article_20759_c310688b6d82ca7ea9c1889ccc3416ee.pdfAllameh Tabataba'i UniversityJournal of Digital Content Management3116-17157320260701From Clicks to Conflicts: A Digital Brand Hate Model for Fashion821152075710.22054/dcm.2026.88686.1284ENMohsenSharbatiyanM.A., Department of Executive Master of Business Administration, Faculty of Management, Islamic Azad University of Tehran Central Branch, Iran0000-0002-7941-7655ShahnamZandiehAssistant Professor, Department of Industrial Management, Faculty of Management, Central Tehran Branch, Islamic Azad University, Tehran, IranHodaBaradaran BagheriAssistant Professor of Business Administration, Faculty of Economics and Management, Urmia University, IranJournal Article20251007<strong>Purpose: </strong>This study aimed to investigate the phenomenon of digital brand hate in the fashion industry and to develop a comprehensive model explaining its antecedents, mechanisms, and consequences. Despite the increasing level of consumer–brand interactions in digital environments, limited research has examined how negative emotions are amplified through online platforms. This study sought to conceptualize digital brand hate as a distinct construct beyond traditional dissatisfaction, focusing on how factors such as low product quality, unethical practices, and unmet expectations contribute to brand hostility in digital contexts.<br /><strong>Method: </strong>The research employed a qualitative grounded theory approach, using semi-structured interviews with 22 experts, including marketing professors and fashion industry executives, selected through purposive sampling. Data were analyzed using open, axial, and selective coding with ATLAS.ti software. Reliability was ensured through triangulation, test–retest reliability, and inter-coder agreement, while validity was established through construct, content, and external validation procedures. For the quantitative phase, the statistical population consisted of clothing consumers, and a sample of 384 respondents was selected based on an unlimited population. A questionnaire was developed based on the qualitative findings, and the proposed model was tested using structural equation modeling (SEM) in AMOS 23 software.<br /><strong>Findings: </strong>The results revealed six causal conditions (e.g., poor product quality and inappropriate pricing), five contextual conditions, and five intervening conditions (e.g., ethical violations and legal misconduct), three strategic responses (cost management and production expansion), and three main consequences (brand boycott, negative word-of-mouth, and economic instability). The core category identified was brand hate, which emerged from unmet expectations and ethical conflicts intensified by digital interactions. The results of the quantitative phase also indicated that the proposed model demonstrated a good fit.<br /><strong>Conclusion: </strong>The proposed Digital Brand Hate Model provides a structured understanding of how digital environments amplify consumer hostility toward brands. It offers practical strategies for fashion brands to enhance transparency, improve service quality, and engage in ethical practices in order to mitigate reputational risks and foster long-term brand resilience in the digital marketplace.https://dcm.atu.ac.ir/article_20757_fd11e7c410ebb6a55ff6a892fb69cfcc.pdfAllameh Tabataba'i UniversityJournal of Digital Content Management3116-17157320260701Timing and Message Design in Instagram Stories: Evidence from Personal Shopping Practices in Baghdad1161372132210.22054/dcm.2026.88563.1282ENRasoulZavaraqiProfessor, Department of Knowledge and Information Science, University of Tabriz, Tabriz, Iran0000-0001-6890-2594YaheaAl NajieMSc Student, Department of Knowledge and Information Science, University of Tabriz, Tabriz, IranAkbarMajidiAssistant Professor, Department of Knowledge and Information Science, University of Tabriz, Tabriz, IranJournal Article20251001<strong>Purpose: </strong>This study examines how timing and message design strategies in Instagram stories affect consumer engagement within Baghdad’s emerging social and commercial landscape. Drawing on Uses and Gratifications Theory, the research aims to identify the posting practices that maximize visibility, interaction, and user dialogue for personal shopping services.<br /><strong>Method: </strong>A quantitative observational design was adopted. Data was collected from 149 Instagram stories posted on a personal shopping account during work days in Iraq between June 1st and July 12th, 2025. Story characteristics were systematically varied across weekday, posting time, content type, video format, text presence, and caption length. Engagement outcomes—including accounts reached, accounts engaged, and direct messages—were obtained from Instagram Insights and analyzed using ANOVA, independent-samples t-tests, and regression models.<br /><strong>Findings: </strong>The results indicate that Stories posted on Thursdays and during daytime to early evening periods (08:00, 12:00, and 18:00) achieved significantly higher reach and engagement, whereas posts published at 22:00 were consistently underperformed. Content type was not a significant predictor of performance; however, long-form videos generated greater reach, and longer captions significantly increased direct message activity. Text-only stories performed comparably to mixed-media stories in terms of reach and engagement, although they did not significantly affect private user dialogue. These findings suggest that timing remains the primary driver of exposure, while message design elements play a more substantial role in shaping conversion-oriented interactions.<br /><strong>Conclusion: </strong>The findings demonstrate that effective Instagram marketing in Baghdad requires context-specific optimization rather than reliance on generalized global best practices. By linking temporal and content-related effects to users’ gratification-seeking behaviors, this study extends Uses and Gratifications Theory within the social commerce literature and offers practical insights for SMEs and personal shoppers operating in emerging economies.https://dcm.atu.ac.ir/article_21322_0d6d4579fd82b21026c44e6910669fcf.pdfAllameh Tabataba'i UniversityJournal of Digital Content Management3116-17157320260701Representation of the Information Ecosystem Centered on the Informational Energy of Iran's Publishing Industry Based on Grounded Theory1381652132310.22054/dcm.2026.88620.1283ENMonirehAlaeimahabadiPh.D. Candidate in Information Science and Epistemology, Department of Communication Sciences and Epistemology, Science and Research Branch, Islamic Azad University, Tehran, Iran0009-0003-4509-5277FahimehBabalhavaejiAssociate Professor, Department of Communication Sciences and Epistemology, Science and Research Branch, Islamic Azad University, Tehran, Iran0000-0002-0247-6614ZahraAbazariProfessor, Department of Information Science and Knowledge, North Tehran Branch, Islamic Azad University, Tehran, Iran0000-0001-9398-6590FatemehNooshinfardAssociate Professor, Department of Communication Sciences and Epistemology, Science and Research Branch, Islamic Azad University, Tehran, Iran0000-0002-8241-3954Journal Article20251004Iran’s publishing information ecosystem has become increasingly complex and unstable due to digital transformation, shifting audience behavior, and political and economic pressures. A major challenge is the absence of a comprehensive information system that limits effective decision-making. This study aims to represent the structure, interactions, and disruptions within this ecosystem, focusing on the flow of informational energy, using a grounded theory approach.<br /><strong>Method: </strong>A qualitative grounded theory approach was employed. Data was collected through semi-structured interviews with 20 key stakeholders, including publishers, government officials, booksellers, authors, and union representatives from Tehran and other regions. Thematic analysis was conducted through open, axial, and selective coding. Validity was ensured via participant review, constant data comparison, and theoretical saturation.<br /><strong>Findings: </strong>The central phenomenon is a disruption in the flow of informational energy, caused by the lack of a comprehensive information system, centralized policies, cultural censorship, and information monopolization. Contextual factors, including regional disparities, weak digital infrastructure, limited informational literacy, and opaque policymaking, exacerbate this disruption. Stakeholders predominantly adopt reactive strategies, relying on informal networks, withdrawing from formal processes, and producing content without market analysis, reflecting a fragmented and inefficient information environment.<br /><strong>Conclusion: </strong>Iran’s publishing information ecosystem lacks transparency, dynamism, and informational equity. To restore the flow of informational energy, the study recommends developing a comprehensive publishing information system, decentralizing information resources, enhancing publishers’ information literacy, and creating open data networks. These measures aim to support informed decision-making and foster cultural dynamism.https://dcm.atu.ac.ir/article_21323_eb7c1eabb2baa803f2635d2ba4792d3f.pdf