Original Article
Sholeh Meraji Oskouie; Kamran Mohamadkhani; Mohammad Soltanifar
Abstract
Purpose: Social media governance is a multifaceted and complex sociotechnical process, particularly when exposure to different cyber- subcultures leads to acculturation and subsequent cultural change. This research addresses the cyber-acculturation dilemma in the context of social media governance.Method: ...
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Purpose: Social media governance is a multifaceted and complex sociotechnical process, particularly when exposure to different cyber- subcultures leads to acculturation and subsequent cultural change. This research addresses the cyber-acculturation dilemma in the context of social media governance.Method: We explored the opinions of 18 Iranian media experts through online interviews to examine the manageability of the cyber-acculturation process and the measures that may guide users toward adopting positive aspects of cyber-subcultures while avoiding negative ones. Using a basic qualitative approach, we employed Braun and Clarke's thematic analysis with an inductive (bottom-up) method for data analysis.Findings: Our findings are presented in a thematic map of social media governance for cyber acculturation, which includes: Infrastructural Measures (10 sub-themes); Educational Measures (Cultural, Moral, and Media Literacy Education); Cultural Measures (6 sub-themes); Media-Based Measures (4 sub-themes); and Social Control Measures (Formal and Informal Social Control, and Inaction). We also acknowledge the unmanageable aspects of cyber acculturation (the inherent nature of acculturation and social media, and the indefinability of comprehensive criteria).Conclusion: This research contributes to ongoing debates on how governments can govern social media and cyber acculturation in the context of exposure to cyber-subcultures. The suggested map can inform governments about the nature of cyber acculturation and cyber-subcultures, enabling them to govern social media more effectively.
Original Article
Digital Content Management
Seyyed Reza Jalalzadeh; Abbas Ali Haji Karimi Sari; Mahsa Lotfiyan Moghadam
Abstract
Purpose: Unlike human intelligence, which naturally exists, artificial intelligence (AI) is represented by human-like and non-human-like machines that are programmed by humans to serve human and commercial purposes. This technology enables computers to analyze complex data using sophisticated algorithms ...
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Purpose: Unlike human intelligence, which naturally exists, artificial intelligence (AI) is represented by human-like and non-human-like machines that are programmed by humans to serve human and commercial purposes. This technology enables computers to analyze complex data using sophisticated algorithms and mathematical models, allowing them to learn and improve autonomously. The main objective of this research is to examine the impact of AI stimuli and chatbots on smart customer experience and recommendatory marketing, considering the moderating role of technology readiness in platform businesses, based on the Stimulus-Organism-Response framework.Method: This study is classified as descriptive-survey research. Data were collected using a standard questionnaire. The statistical population consisted of users of the Snapp application. Due to the unlimited size of the population, G*Power software was applied for sample size determination. In total, 453 electronic questionnaires were collected, although 406 were required; analyses were conducted on the full set of 453 responses for greater reliability. Given the non-normal distribution of the data, Smart PLS version 4 and SPSS version 27 software were used for analysis.Findings: Of the 12 hypotheses tested, 9 were supported while 3 were rejected. Results confirmed the impact of enthusiasm, usability, and responsiveness on relative advantage and perceived interaction. Moreover, relative advantage and perceived interaction positively influenced recommendatory marketing. The moderating effect of optimism on the relationship between enthusiasm and perceived interaction was also supported. However, the moderating effect of feelings of lack of control on usability–relative advantage and enthusiasm–interaction relationships, as well as the moderating role of optimism on usability–relative advantage, were rejected. These results may be explained by the novelty of chatbot use in Iran and cultural differences.Conclusion: The findings indicate that AI-related stimuli, including chatbots, significantly affect the smart customer experience. In turn, perceived interaction and relative advantage influence recommendatory marketing. Organizations with proper infrastructure and sufficient human resources can therefore effectively leverage AI and chatbot capabilities.
Original Article
Kamran Feizi; Hormoz Mehrani; Hossein Vazifehdoost; Ehsan Sadeh
Abstract
Purpose: This study aims to develop a conceptual model for digital content marketing (DCM) by identifying its core components and dimensions.Method: A mixed-methods approach was employed. First, in-depth interviews were conducted with 15 experts selected via snowball sampling. The interview transcripts ...
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Purpose: This study aims to develop a conceptual model for digital content marketing (DCM) by identifying its core components and dimensions.Method: A mixed-methods approach was employed. First, in-depth interviews were conducted with 15 experts selected via snowball sampling. The interview transcripts were analyzed using MAXQDA software, yielding 137 initial codes which were synthesized into 26 subcategories. Subsequently, a quantitative survey was designed based on these findings. Using Cochran's formula, a sample of 384 users of Digikala's Instagram page was selected through simple random sampling. Data collected from this questionnaire were analyzed using structural equation modeling (SEM) with SmartPLS 3 software to test the study's hypotheses and validate the measurement model's structural validity.Findings: The analysis of qualitative data resulted in the identification of 26 key subcategories, which were further grouped into several primary dimensions of digital content marketing. These dimensions include: External Environment (Popularity of virtual spaces, competitive landscape, technical limitations, lack of access, and the impact of COVID-19), User Characteristics (Ease of use, individual traits, and social characteristics of customers), Marketing Strategy & Content (Attractiveness of content, methods for increasing audience engagement, providing diverse services, exchanging information, using a customer-friendly style, and enhancing brand building), Organizational Capabilities (Improving technical infrastructure, fostering customer orientation, market expansion, and increasing profitability), Consumer Response (Changing customer behavior, making interactions enjoyable, and increasing participation). The quantitative results from the SEM analysis confirmed that all measured variables (loadings) were statistically significant, providing strong empirical support for the proposed conceptual model.Conclusion: The results demonstrates that all observable variables were significant and they were confirmed. This concequences indicates that the obtained model can be used in digital content marketing.
Review Article
Mona Abrofarakh; Kambiz Shahroodi; Seyed Muzafar Mirbarg kar; Narges Delafrooz
Abstract
Purpose: This study aims to develop a comprehensive model for digital value creation for customers in the insurance industry within the context of the digital economy. It seeks to identify key factors, strategies, and outcomes associated with digital transformation in insurance, addressing gaps in the ...
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Purpose: This study aims to develop a comprehensive model for digital value creation for customers in the insurance industry within the context of the digital economy. It seeks to identify key factors, strategies, and outcomes associated with digital transformation in insurance, addressing gaps in the literature on practical implementation and socio-cultural impacts.Method: This applied research adopts a qualitative methodology grounded in theory. Data were collected through semi-structured interviews with 14 insurance managers and experts in 2024, selected through purposive sampling. Additional sources included library research and specialized texts. Interviews were coded and analyzed using ATLAS.ti software, applying open, axial, and selective coding to construct the conceptual model.Findings: The analysis produced 91 initial codes, organized into 18 core concepts across six main dimensions. Causal conditions include management, technical, systemic, organizational, and human resource procedures. Contextual conditions relate to policies, laws, and the current state of the insurance industry. Intervening conditions involve financial resources, job conditions, and socio-cultural factors. Strategies identified include incentive policies, training and specialization, digitization, and strategic review. The outcomes highlight improved industry efficiency, better customer management, enhanced employee satisfaction, and stronger project management.Conclusion: The proposed model underscores the importance of continuous adaptation to technological change and market dynamics for success in the digital economy. Key recommendations include implementing automation systems, applying AI for personalized services, strengthening data security, and advancing digital communication channels. This model provides a strategic framework for insurance companies to enhance digital value creation, improve customer experience, and achieve sustainable growth in a competitive environment.
Original Article
Saeed Kian Poor; Mohsen Hajian
Abstract
Purpose: Due to its socio-cultural effects, the development of communication technologies—and the consequent growth of areas such as the innovative economy—has become one of the most significant drivers of change within the economic sector and business landscape. The digital economy has fundamentally ...
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Purpose: Due to its socio-cultural effects, the development of communication technologies—and the consequent growth of areas such as the innovative economy—has become one of the most significant drivers of change within the economic sector and business landscape. The digital economy has fundamentally transformed how companies produce and market goods and services, giving rise to new business models across various industries. This study seeks to analyze the effectiveness of business intelligence adoption in Hamedan Province.Method: This research examines variables including per capita GDP growth, number of internet users, population growth rate, gross fixed capital formation, government consumption expenditure, mobile cellular subscriptions, and fixed broadband subscriptions.Findings: Analysis of key variables indicates that innovative economic indicators, along with increases in government consumption expenditure, positively contribute to economic growth in Hamedan Province. Moreover, shocks in gross capital formation within most business environments are found to stimulate economic growth, supporting long-term development in the region.Conclusion: The interdependence of economic sectors and their growing reliance on information and communication technologies emphasize the crucial role of an innovation-driven economy in the province’s development. These findings highlight the urgency of integrating technological innovation to foster production growth.
Original Article
Zeinab Papi
Abstract
Purpose: This study was aimed at analyzing the copyright laws of Iran, Australia, the U.S. and library portals, thereby providing a framework for the copyright of library resources for the NLAI while considering the current situation and the domestic Iranian laws. Method: This is an applied study falling ...
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Purpose: This study was aimed at analyzing the copyright laws of Iran, Australia, the U.S. and library portals, thereby providing a framework for the copyright of library resources for the NLAI while considering the current situation and the domestic Iranian laws. Method: This is an applied study falling in the category of qualitative research. Documentary analysis method and comparative method were used to resolve the problem and answer the questions of the research. The two National Library of Australia (NLA) and Library of Congress (LC) together with the NLAI formed the research community. In addition, the Iranian Law for the Protection of Authors, Composers and Artists Rights (1970); the Australian Copyright Act (1968) and the U.S. Copyright Law (1976) were purposefully selected as three main resources among other documents and resources. Findings: Findings revealed that the dimensions of fair and non-profit use, duration of copyright, license and agreement, copyright policy, moral rights, economic rights and infringement of copyrights were the main dimensions that, along with 49 main components, formed the proposed framework for the copyright of information resources for the NLAI.Results: It should be acknowledged that there are some differences in different copyright fields between countries' laws, and each country takes into account its domestic conditions to compile and revise the laws. By following the laws of other countries, it is possible to effectively improve and develop copyright laws.
Original Article
Fahimeh Kokabi Boroujerdi; Majid Jahangir Fard; Ali Mehdizadeh; Farshad Hajalian
Abstract
Purpose: This study aims to develop a model of organizational vitality through a positive organizational behavior lens for the digital management era, utilizing a meta-synthesis approach.
Method: A comprehensive search of various databases was conducted using keywords related to organizational vitality ...
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Purpose: This study aims to develop a model of organizational vitality through a positive organizational behavior lens for the digital management era, utilizing a meta-synthesis approach.
Method: A comprehensive search of various databases was conducted using keywords related to organizational vitality and positive organizational behavior, informed by data mining techniques. The initial search yielded 2,151 publications from 2011 to 2019. Following a systematic screening process, 1,468 works were excluded based on title, 429 based on abstract, and 217 based on a full-text review, as they did not align with the study's purpose and research questions. Consequently, 37 publications that were pertinent to organizational vitality and positive organizational behavior in the context of digital management were selected for in-depth analysis via meta-synthesis.
Findings: A meticulous review of the selected sources led to the extraction of components and indicators constituting organizational vitality within the framework of positive organizational behavior in the digital management context. The resultant model is organized into 2 overarching concepts, 16 distinct components, and 123 specific indicators.
Conclusion: The findings from prior research were systematically evaluated and analyzed using a qualitative research approach and a seven-step meta-synthesis methodology grounded in data mining. This process culminated in the proposed integrative model.
Original Article
Niloufar Hadinafar; Maryam Mohammi moghaddam; Mohammad Aghaei
Abstract
Purpose: This study investigates the impact of Social Customer Relationship Management (SCRM) on consumer behavior in small and medium-sized enterprises (SMEs) in Iran. It specifically examines the influence of SCRM key consumer behavior variables: satisfaction, loyalty, engagement, retention, and word-of-mouth ...
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Purpose: This study investigates the impact of Social Customer Relationship Management (SCRM) on consumer behavior in small and medium-sized enterprises (SMEs) in Iran. It specifically examines the influence of SCRM key consumer behavior variables: satisfaction, loyalty, engagement, retention, and word-of-mouth (WOM).Method: The research employed an applied and descriptive survey design. Data were collected through an online questionnaire distributed to consumers of SMEs in Khuzestan province, Iran, using convenience sampling method. The questionnaire included 25 items measuring six constructs: SCRM, satisfaction, loyalty, engagement, retention, and WOM. Structural equation modeling (SEM) was employed via Smart-PLS3 software to analyze the data and test the hypotheses.Findings: The results indicate that SCRM exerts a significant positive impact on all five consumer behavior dimensions. Path coefficients were high and statistically significant: satisfaction (β = 0.848, p < 0.01), loyalty (β = 0.827, p < 0.01), engagement (β = 0.871, p < 0.01), retention (β = 0.901, p < 0.01), and WOM (β = 0.914, p < 0.01). The model fit indices (GOF = 0.68) confirmed the robustness of the research model.Conclusion: The study concludes that SCRM is a powerful tool for enhancing consumer behavior outcomes in SMEs. By leveraging social media technologies, SMEs can improve customer interactions, personalize services, and foster long-term relationships, leading to increased satisfaction, loyalty, engagement, retention, and positive word-of-mouth. These findings highlight the importance of adopting SCRM strategies to gain a competitive advantage and achieve sustainable business growth in the digital era.
