مجله مدیریت بازاریابی
پیاپی 55 (تابستان 1401)

The purpose of this study was to the impact of social media advertising Features on costumer purchase intention. This research, in terms of goal, is an applied research and in terms of data collection method is descriptive. In order to gather information in this research, library and field method and a standardized questionnaire were used. Statistical population of the present research was composed of all students studying at Science and Research Branch of the Islamic Azad University, with the statistical sample taken through neither the Cochran’s formula nor Morgan’s table but rather based on structural equations modeling (SEM) with a covariance fitting approach. The statistical sample was made up of 439 students studying at Science and Research Branch of the Islamic Azad University (Tehran, Iran). The collected data was analyzed by SEM as implemented in the AMOS and SPSS software packages, based on which results the research hypotheses were confirmed at 95% confidence level. The perceived relevance, habit, interaction, and in formativeness were herein considered as independent variables, and the performance expectancy, hedonic motivation, and purchase intent were taken as mediating and dependent variables. The results showed that the hedonic motivation, interactivity, performance expectancy, in formativeness, and habit impose direct effects on the purchase intent. It was further found that the interactivity affects the hedonic motivation and anticipated performance expectancy, and that the perceived relevance imposes direct impacts on the anticipated performance expectancy and purchase intent. The in formativeness was also found to affect the performance expectancy directly. Finally, based on the obtained results, the advertisement agents specialized in social media advertising are recommended to pay increasingly more attention to the advertising on social media by employing marketing researchers and experts to improve their customers’ purchase intent. Therefore, the present study was performed to extend the present deal of knowledge about the principle aspects of advertising on social media and their effects on the customers’ purchase intent. An accurate review of the relevant literature led to the identification of six factors (performance expectancy, hedonic motivation, habit, interactivity, in formativeness, and perceived relevance) as the main predictors of the purchase intent.

The purpose of this study is to present a sales model of new products in the country's tire industry through relational marketing methods. Since in this applied research, the main goal is not only scientific discovery, but also to test and study the application of knowledge, so the method of this research is applied in terms of purpose and has been done by exploratory method. The data collection method is quantitative and the data collection tool is a questionnaire. Therefore, 375 people participated in this study. The collected data were analyzed by descriptive and inferential methods through SPSS 16 and Smart PLS software. After conducting the research, the results showed that: systematicity, technology orientation, design orientation, market orientation, use of resources, the basis of efforts for new goods, conceptualization of new goods, and finally new product management; Under the heading of market components of selling new goods by one-to-one marketing method; Approved. Model fit tests showed the validity of the model.

With the rapid development of modern technologies, there have been rapid changes in consumer behavior as well as in the development of digital marketing and digital marketing tools. Today, digitalization has led to an increase in consumer awareness, and thus retailers need to find effective ways to stand out. The use of digital marketing leads to better use of marketing management techniques to make significant changes in product design, packaging, efficiency and performance. This type of marketing encompasses all marketing processes and aims to make more profit. Accordingly, this study examines the impact of affiliate marketing as one of the dimensions of digital marketing on customers' intention to buy by considering the mediating role of customer trust and modulating customer involvement and perception using structural modeling technique among 385 users. Deals with food ordering applications. The results of this study show that representative marketing has a significant effect on customer trust and customer trust also has an effect on purchase intention. Also, the moderating effect of customer involvement and perception on the relationship between customer trust and purchase intention is confirmed.

The main purpose of this study is to investigate the effect of social media advertising features including interaction, enjoyable motivation, expected performance, awareness, habit and perceived communication on the intention of young customers to buy in the electronics industry. The statistical population of the study is the customers of Digikala and young people (between 18 and 35 years old). In order to select the sample using stratified and random sampling method, the index-to-latitude ratio formula proposed by Bumsma (Westland, 2010) has been used. According to this formula, for 31 questions and 7 variables, at least 100 samples need to be collected. Finally, 143 questionnaires were collected online. This research is applied in terms of purpose type and descriptive-survey in terms of nature. PLS software was used to analyze the data and test the hypotheses. The results confirm the hypotheses of the effect of expected performance on purchase intention, the effect of habit on purchase intention, the effect of interaction on purchase intention, the effect of interaction on enjoyable motivation, the effect of awareness on purchasing intention, the effect of perceived relationship on expected performance On the intention to buy, the effect of interaction on the expected performance, the effect of awareness on the expected performance and the effect of perceived communication on the intention to buy. Finally, according to the obtained results, it is suggested to the mentioned company to pay attention to the quality of the relationship, interaction with the customer, use of business intelligence tools, awareness and building trust in order to influence the purchase intention of young customers.

According to the theory of incoherence, a person's cognitions (such as thoughts, attitudes, and beliefs) may be coherent, incoherent, or irrelevant. Reducing inconsistency is done by adding, subtracting or replacing cognitions. Accordingly, it is possible to use the capacity of rail transportation by using appropriate strategies to reduce cognitive inconsistency and also change the attitude of consumers, and even this issue can increase the capacity of this industry. There are several reductions that are evaluated in this study according to the attitudes of consumers. Therefore, the purpose of this study is to design a model to change consumer attitudes with emphasis on the theory of cognitive inconsistency. Used among the statistical community of the rail transport industry. In qualitative research, by performing the theme coding method, the theoretical model was reached and then the effective variables were calculated through Dematel method and fuzzy ANP. It is a variable of consumer attitude.

The aim of this study was to investigate the effect of social customer relationship management on financial performance with the mediating role of customer commitment and customer satisfaction (case study of a private bank in Khuzestan province). The research was applied in terms of purpose and descriptive-survey in terms of method. The statistical population in this study was all employees of private banks in Khuzestan province and 100 employees. The sample size was selected using the Cochran's formula of 80 employees; And the sampling method is simple using random method; And standard financial performance questionnaires of (Qaranfleh et al, 2010); Customer Relationship Management (Alavi Shad, 2010); Lee and (Cunningham, 2001) and (Wang, 2018) customer satisfaction were fulfilled; Using Cronbach's alpha test, the reliability of Financial Performance Questionnaire (0.85), Social Customer Relationship Management Questionnaire (0.86), Customer Commitment Questionnaire (0.88) and Customer Satisfaction Questionnaire (0.87) were obtained. Collected data were analyzed using SPSS software version 26 and descriptive statistics (mean, standard deviation, etc.) and for structural equations from AMOS software, the results showed; Social customer relationship management with the role of mediating customer commitment and customer satisfaction has a positive and significant effect on the financial performance of private banks in Khuzestan province.

Success in customer relationship typically depends on increasing knowledge management. As the hiring of a scientist in customer relationship management becomes more prominent because there is so much information about drugs, their properties and their behavior. In such cases, use efficient algorithms and techniques to analyze this data is essential. The purpose of this study is to provide a model for customer relationship management (CRM) in discount chain stores through the use of the Internet of Things and Big Data. The data analysis method is a detailed construction modeling method. In this research, in order to fill in the questionnaires, the opinions of 20 experts in this field have been used. According to the interpretive structural model, the first level of the hierarchy belongs to “Customer Relationship Management Success (3)”, the second level of the hierarchy belongs to “Custom Marketing Advertising (1) and Customer Improvement (2)” and the third level of the hierarchy belongs to “Pricing strategy (3)” can be, which means that these variables are affected by other variables. The most influential variable is “real-time analysis” (4). The results can be a good model for the country's chain stores to better manage customer relationships and gain a competitive advantage.