https://dcm.atu.ac.ir/ Journal of Digital Content Management en daily 1 Wed, 01 Jul 2026 00:00:00 +0330 Wed, 01 Jul 2026 00:00:00 +0330 https://dcm.atu.ac.ir/article_20756.html Purpose: 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.Method: 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.Findings: 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.Conclusion: 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_16331.html Technological development plays a key role in the development, continuity and survival of an organization and through this advancement, organizations continue to develop and get upgraded. Therefore, instruction of digital technology to the staff has an essential role in the efficiency of organizations. Despite the significance of all the other relevant components in an organization, digital education and training plays a key role in the development of organizations. The more knowledgeable, creative and dynamic the staff within an organization are, the higher will be its power and dynamism, hence assuring the sustainable development of the organization. In this article, an attempt has been made to show the effects of digital technology training on organizational development in order to achieve practical results. In fact, As organizations and the organizational changes become more complex, employees and especially managers must use digital training opportunities to equip themselves with new capabilities, attitudes and knowledge to play active roles in the organization’s creative decision-making processes. Obviously, in today's fast changing industrial world, traditional training is not enough to meet the training needs of employees and manage complex organizations tasks. Therefore, newer and more appropriate models and methods such as digital education and learning should be used to train transformative, entrepreneurial and creative employees and managers. https://dcm.atu.ac.ir/article_20758.html Purpose: 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.Method: 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.Findings: 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.Conclusion: 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_20759.html Purpose: This study aimed to present a model for public services in the context of social media (e-government 2.0) in Iran.Method: 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.Findings: 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.Conclusion: 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_16932.html Purpose: The purpose of this research is to study the status of digital content management in the IHCS, from preparation and production, organization to dissemination of content. Methodology: The main nature of the present research is applied and the method of conducting this research is a case study. In order to investigate the situation of IHCS in the field of digital content management with a case perspective, a descriptive survey was conducted. The research community in this work is the IHCS and all its departments, activities, systems and programs that work in the direction of preparation, production and development, organization and dissemination of digital content. Tables have been used to describe and analyze the data collected from the checklist. Findings: Various types of digital content are prepared and produced in different departments of the IHCS. The priority is to choose digital content in the research institute with books, documents and publications. Among the various departments of the IHCS, the library is the only one that organizes its digital content in a standard format. The digital content prepared, produced or developed in the IHCS are disseminated through various tools and methods, especially through websites, social networks and library services. Conclusion: In general, the movement towards the preparation and production of content in digital form is visible in the IHCS, and efforts are being made to organize and disseminate all types of digital content in the form of various systems. https://dcm.atu.ac.ir/article_20757.html Purpose: 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.Method: 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.Findings: 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.Conclusion: 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_21322.html Purpose: 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.Method: 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.Findings: 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.Conclusion: 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_21323.html Iran’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.Method: 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.Findings: 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.Conclusion: 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_20755.html Objective:The objective of this research is to identify the issues, causes of occurrence, and solutions related to electronic book publishing in Iran, from the perspective of electronic book publishers.Methodology:The present study is an applied research conducted using a qualitative approach and a descriptive phenomenological method based on Colaizzi’s seven-stage model. The research population includes electronic book publishers who are members of the Digital Publishers Association. For sample selection, purposive sampling and the snowball technique were used. In the first stage, publishers whose licensing issuance dates were more than five years old were selected. In the second stage, 173 publishers who had published the largest number of electronic books were identified. In the third stage, 30 publishers with the highest volume of electronic book publishing and willingness to participate in interviews were selected. The data collection instrument was a researcher-made questionnaire, whose validity was confirmed by specialists.Findings:Based on the concepts extracted from the responses, 63 codes and 11 subcategories within five main categories—including creators, technology, security, legal affairs,and the electronic book publishing market—were identified. The findings show that the main issue in the area of creators is the lack of creators’ confidence in the observance of their rights. In technology, issues relate to the lack of security and the lack of up-to-dateness of distribution platforms. In security,technical, legal, and occupational insecurity are among the main concerns. In the legal domain,the lack of transparency regarding the shares of creators, publishers, and platform owners in the rights and benefits of electronic books, as well as shortcomings in observing these rights, are key issues. In the electronic book publishing market, the low share of electronic books in the household consumption basket and the high share of yellow books are among the most important issues.Conclusion:The electronic book publishing industry in Iran is a nascent industry facing numerous issues. Its organization and development are beyond the capacity of non-governmental actors alone. Recognizing the independence of this industry and governance intervention are necessary. At the same time, publishers and distributors can contribute to resolving these issues by creating professional mechanisms. https://dcm.atu.ac.ir/article_21321.html Purpose: The primary objectives of this research were to study and identify the key components and dimensions of digital transformation in Iran’s education, develop an innovation roadmap for the education system, and prioritize indicators based on available resources.Methods: This research used a mixed method. In the qualitative phase, the meta-synthesis was employed, which resulted in the identification of 122 components. The Delphi method was utilized to assess and prioritize the importance of these components in 4 rounds. A questionnaire was distributed to gather insights from 12 experts. These experts were selected through a snowball sampling method, and in the quantitative phase, the results were analyzed using SPSS software.Findings: The findings from the meta-synthesis section highlighted several key dimensions of digital transformation, including technology, infrastructure, culture, organization, economy, political and social institutions, as well as education—encompassing pedagogy, learning environments, educational content, and educational innovation. Additionally, the results from the Delphi study indicated that establishing clear policies and goals is the most crucial component for developing an innovative roadmap for the digital transformation of education. Other important priorities include fostering educational innovations, economic, cultural, and organizational areas, along with government support for artificial intelligence and data mining technologies to enable personalized education.Conclusion: Key findings from this study reveal two crucial elements for impactful educational policies: First, robust digital transformation policies must be established at the Ministry of Education and extended to schools. Second, investing in innovations such as personalized learning and engaging digital content is vital for success. https://dcm.atu.ac.ir/article_21405.html Background: In recent years, large language models have emerged as one of the most significant achievements in artificial intelligence, playing a pivotal role in transforming the field of natural language processing. However, in specialized domains such as history, relying solely on the internal knowledge of these models can lead to phenomena such as informational hallucination; meaning the model may generate fluent but incorrect or unsupported responses. Purpose: The present research proposes a retrieval-augmented generation approach to address this challenge for answering Persian historical questions. Method: In this study, sixteen volumes of Persian translations of historical books were used as the dataset. After undergoing preprocessing the texts were prepared to be retrievable and usable for the question-answering process. The Qwen2.5 7b language model was employed as the core engine for generating answers, utilizing information retrieved from historical sources to produce more accurate and well-documented responses. Results: Quantitative evaluation demonstrated that the proposed model showed significant improvement compared to the base Qwen2.5 model. Specifically, the BLEU score increased from 0.48 to 0.90, and in terms of sentence similarity, the proposed model's performance was superior to that of the base model, managing to partially close the gap with the more powerful GPT-4 model. The results indicate that the proposed model not only outperforms its base version but also achieves competitive, near GPT-4 performance on certain metrics. Conclusions: These improvements suggest that combining Qwen2.5 7b with a retrieval-based approach can be an effective strategy for enhancing the accuracy and reliability of language models in Persian applications. https://dcm.atu.ac.ir/article_21524.html Purpose The purpose of this study is to understand customer preferences, including interests, revenue, price sensitivity, response to marketing-sales tactics, and preferred communication channels. Therefore, by obtain an overview of customers and their categorization, the companies will be able to optimize their marketing programs, provide customer satisfaction and increase profits. Method In this article, the marketing campaign data set from Kaggle website was used. The dataset is related to a retailer's customer information. The number of samples in this data set is 2239 and the number of its features is 29. The sample was representative with respect to the features of customers. The study employs the Gaussian Mixture Model (GMM) algorithm to cluster customers of a retail store, determining the optimal number of clusters. Customers within each cluster are further categorized using the RFM method, which considers recency, frequency, and monetary value of purchases. Findings The clustering process, using the GMM algorithm and RFM method, successfully categorizes customers into distinct segments based on their purchasing behaviors and preferences. This segmentation allows for the identification of specific customer groups with shared characteristics, enabling the design of targeted loyalty programs. Based on these real divisions, marketing managers can propose and implement more detailed plans for loyalty, advertising campaigns, customer satisfaction, profit and cost reduction, as well as preventing the capture of the conquered market. Conclusion By implementing customer segmentation through GMM and RFM methods, marketing managers can create and execute more precise loyalty programs, advertising campaigns, and strategies to enhance customer satisfaction, reduce costs, increase profits, and maintain market share. The purpose of this study was to show applications beyond the relationship between code, data and software. This means that people can guide companies to implement similar programs for others by showing a series of behaviors. https://dcm.atu.ac.ir/article_21525.html This study investigates the relationship between digitalization and industrial value added in 28 Islamic countries, with particular emphasis on the moderating roles of institutional quality and economic development. Using a dynamic first-difference Generalized Method of Moments (Difference GMM) estimator over the period 2010–2022, the study finds that digitalization does not exert a statistically significant direct effect on industrial value added at the average levels of institutional quality and economic development. However, its impact is conditional on country-specific characteristics. Institutional quality significantly strengthens the contribution of digitalization to industrial value added, indicating that effective governance and sound regulatory frameworks enhance the ability of countries to translate digital technologies into industrial productivity gains. Conversely, the interaction between digitalization and economic development is negative, suggesting that the marginal contribution of digitalization declines as countries become more economically developed. The findings also confirm that labor force participation and gross capital formation remain significant drivers of industrial value added, whereas trade openness does not exhibit a statistically significant independent effect. Overall, the results demonstrate that the industrial benefits of digitalization are context dependent rather than universal. These findings highlight the importance of complementing digital transformation strategies with institutional reforms and tailoring digital policies to countries' stages of economic development in order to maximize the contribution of digitalization to sustainable industrial development in Islamic countries. https://dcm.atu.ac.ir/article_21526.html Purpose: Considering the critical role of open data governance in enhancing transparency, accountability, and data-driven decision-making in governmental systems, this study aimed to identify the barriers to open and functional data governance in Iran. Method: A qualitative research design with a descriptive phenomenology was employed. The participants included stakeholders and key actors involved in Iran’s governmental open data landscape. Using purposive sampling, 17 informed participants were selected, including officials from the National Open Data Portal at the Information Technology Organization, data release managers from national agencies, and other public-sector open data stakeholders. Data were collected through semi-structured interviews lasting 60 to 120 minutes and were analyzed using thematic analysis based on the framework of Braun and Clarke (2006). Findings: This study, conducted in the context of Iran, revealed that challenges to open data governance could be categorized into five main themes: weak technical infrastructure, cultural and educational barriers, legal and regulatory gaps, institutional-political barriers, and structural-economic constraints. Participants highlighted systemic limitations in infrastructure, resistance to data sharing, ambiguous legal frameworks, fragmented institutional responsibilities, and insufficient economic incentives as key impediments. It is worth noting that these challenges are specific to the context of Iran. Conclusions: These results suggested that overcoming these barriers requires coordinated technical, cultural, legal, institutional, and economic interventions. The study concluded that addressing these challenges could strengthen Iran’s open data ecosystem and support the advancement of evidence-based and data-driven governance strategies.