مجله مدیریت بازاریابی
پیاپی 60 (پاییز 1402)

Purpose of the study was to investigate the effect of fitting rooms in Shopping centers in behavioral and emotional response.

The research is based on a blinded approach. First, using qualitative method and phenomenology paradigm, requirements of being fitting rooms and their relationship with behavioral and emotional reactions were investigated in the Y’s generation of women and five major stores in Tehran, then a quantitative experimental study with 2 ×2 factorial design based on a scenario- based questionnaire was conducted. Qualitative study with 16 participants and conducting Semi-structured interviews and quantitative empirical study with 240 costumers were conducted and qualitative evidence was analyzed by coding interviews and qualitative data with two way ANOVA and regression analysis.

In the qualitative section of the categories of facilities, health, Structural and basic and positive and negative emotional and behavioral actions, and proper assessment of the products was identified. In the qualitative- empirical part, the main and interactive effects of independent variables of types of fitting room and customer’s evaluation of fitting room on the emotional and behavioral response are significantly supported.

Fitting room’s facilities are important stimulus to the decision – making process of buying clothes which suitability of their facilities has positive emotional and behavioral implications. The customer’s assessment of fitting room modifies impact of emotional and behavioral response, and impact of fitting rooms’ facilities on responses. So, paying attention to the possibilities of fitting room can create positive results for the store.

The purpose of this study is to evaluate the effect of applying the circular economy business model to knowledge-based companies. In terms of purpose, this research is in the category of basic-developmental research and based on the method of data collection, it is descriptive-survey. The statistical population of this study includes all managers of knowledge-based companies in five provinces of the country in 1400, in which 354 people were selected as the research sample by stratified random sampling. In this study, a standard questionnaire was used whose validity and reliability were confirmed. Kolmogorov-Smirnov tests were used to analyze the collected data in order to normalize the data as well as confirmatory factor analysis and structural equation method (AMOS24). Findings showed that among the studied components are: process with path coefficient (0/76), implementation requirements of circular economy (0/88), user interface (0/97), ecosystem with path coefficient (0/99), financial structure (0/99) and value (0/99) have the greatest impact on the business model of the circular economy. The results showed that using a business model can open the way for those involved and planners of the Vice President for Science, Ministry of Science, managers of science and technology parks to improve the country's economic level and also create innovative and environmentally friendly opportunities to increase prosperity and economic prosperity.

The purpose of this research is to present a comprehensive picture of the state of scientific activities in the field of marketing and to draw a co-occurrence map of words in scientific articles introduced in the Web of Science database.

The current research is a scientometric type, which was carried out using scientometric indicators and network analysis method. So that by referring to the Web of Science database, the information of 250 degrees in the field of viral marketing was examined. VOSviewer network analysis software was used for data analysis.

After searching, screening and qualitative evaluation of the studies, the final analysis was performed on 250 articles in the period from 2001 to 2021. In-depth analysis of the selected articles showed that the most research in the field of viral marketing is related to 2020 with the number of 49 articles. The United States is the most active country in this field with 75 articles, followed by China and Singapore, respectively, with the highest number of research and communication between authors. Iran is ranked fourteenth. Also, in the evolution of keywords, the primary focus has been on "social media" and "popularity", and in the following years, respectively, the words "word of mouth", "viral marketing", "electronic word of mouth", "Twitter" and "Facebook" has arrived.

Paying attention to the most used and least used countries and researchers through scientometrics can reveal research opportunities and weaknesses in the field of viral marketing and illuminate the horizon for Iranian researchers to shine their results at the international level. According to the results obtained in Iran in the field of viral marketing, although it has superior authors, it has weak points due to communication with other authors.

With the advancement of technology and digitalization, various communication channels such as the Internet, mobile phones, social media and physical stores are available for customers to communicate with retailers, but these channels are independently managed and It leads to the mismatch of data and information in different channels, and in order to achieve integration in different channels, it is necessary to change to an all-round approach.This research deals with "investigating the retention of customers with the experience of using mobile phones as tool of omnichannel with regard product information overload and the attractiveness of alternative products". The research is applied, descriptive and survey. The population of brands restaurant customers in Tehran is a sample of 384 people who were surveyed by stratified sampling method. The data collection tool is a 43questionier, and hypotheses were tested with structural equations and pls software. The results show that the experience of connection is on access integrity, the experience of integration is on the integrity, the experience of flexibility is on the integrity, the experience of personalization is on the integrity, the experience of personalization is on the information richness integrity, access integrity customer retention, and information richness integrity has positive effect on customer retention. The experience of continuity of use on the integrity, the experience of connection on the information richness integrity, the experience of integrity on the information richness integrity, the experience of continuity of use on the integrity of information richness, and the experience of flexibility on the information richness integrity do not have a positive effect. Information overload is a negative moderating role in the impact of connection experience on access integrity; and the effect of connection experience on the information richness integrity. The attractiveness of alternative products has negative moderating role in the effect of the connection experience on the access integrity and the effect of the connection experience on the information richness integrity.

Although many aspects of brand theory can be applied to tourism destinations and different places, the branding process of tourism destinations is much more complicated than branding for products and goods. For this reason, it is necessary and important to identify the factors that lead to the branding of tourist places. In this article, we have tried to present a brand development model in the tourism industry using a qualitative approach and thematic analysis method. To present the model, first the research literature was studied and then 10 tourism industry experts were interviewed. The data obtained from the interviews were coded, the categories were defined and finally 7 main themes were obtained, which include attachment to the place, awareness of the tourism destination brand, physical factors, background conditions, place value, communication and information. Facilities and services.

Customer involvement (customer engagement) is a communication in business that implies the relationship between customers and stakeholders of the organization through different channels. In this approach, the expansion and improvement of the relationship with customers is emphasized. This participation is not possible unless measures are taken to increase social trust. Customer orientation and customer participation are important issues in municipalities, and customer relationship management systems play an essential role in creating and developing this partnership.The purpose of this study is to validate a model for municipal customer participation based on social trust marketing. This research is a cross-sectional research in terms of data collection method and time period. The statistical population includes all citizens of Tehran. Due to the infinity of the statistical population, the sample size of 384 people was estimated using Cochran's formula and sampling was done by simple random method. Structural equation modeling method and LISREL software were used to validate the municipal customer participation model. Also, the indicators of municipal customer participation have been prioritized by the method of confirmatory factor analysis, validation and by Savara method. The data collection tool was a questionnaire that was validated by construct validity and convergent validity methods. The reliability of the questionnaire was also assessed using Cronbach's alpha and combined reliability. The results show that managing the relationship with municipal customers is effective on social responsibility and establishing social trust. These two categories improve the quality of municipal services and attract social satisfaction of municipal customers. In the shadow of improving the quality and increasing trust and satisfaction, achieving the marketing goals of social trust is achieved and ultimately leads to the participation of municipal customers.

Today, attention to the concept of sustainable marketing is the need for all new millennium. In fact, its value is one of its advantages and disadvantages. The purpose of this study is to provide a framework to explain the components of sustainable marketing using the information available in reputable scientific databases and expert opinions. The present study is based on purpose of the type of exploratory research, on the basis of achievement or result, an applied study and in terms of data type is considered a qualitative research. To conduct this research in the first stage and to analyze the research literature, the meta- synthesis method was used. then, using the two - step Delphi method in the first round of 14 people and in the second round of 11 of them, experts ' opinions were based on the foundations of knowledge firms in the west of the country and were classified into 10 categories and 31 concepts. The results show that the components of sustainable marketing in knowledge-based companies from 10 categories of customer value management, sustainable brand development, environmental sustainability, sustainable product development, environmental and social capital, sustainable business, sustainable innovation, green marketing management, Sustainable strategic management and integrated change management have been formed.

The aim of the present research is to compile digital marketing strategies model in Iranian successful startups. The research method is qualitative. Using the grounded theory approach, the codes were identified and subsequently, the axial and selective codes of the research concept were classified. Thirteen interviews with the university experts and CEOs of the startups were done using Judgmental Sampling and Snowball Sampling methods. The research data were collected and the theoretical saturation process started with interview 11. The research findings identified 241 initial codes, 46 axial codes, and 14 selective codes. The selective codes included network capability, use of artificial intelligence, marketing capability, customer knowledge, field of activity organizational, cultural, and structural, ability, value creation for the customer, and value creation for the company, social, individual, organizational and technological values. Based on the research results, causal conditions with 4 variables of network capability, use of artificial intelligence, marketing capability, and customer knowledge affect digital marketing strategies. The digital marketing models in successful Iranian startups was formulated and presented by determining the contextual and intervening conditions, and determining the outcomes and strategies for improvement of strategies.

  The purpose of this research is to identify and prioritize factors affecting the development of Iran's transportation, customs and transit cooperation with other countries. This research is a mixed research method. The qualitative part of the research includes interviews with experts, so the intended statistical population was formed by experts familiar with the subject of the research. At first, the results of the qualitative part of the interview were coded with the data method of Foundation, Strauss and Corbin, and then the factors affecting the development of Iran's transport, customs and transit cooperation with other countries were identified and ranked. A closed questionnaire was used. The statistical population includes 12 experts in the qualitative section and 127 experts and customs managers in the quantitative section. Cronbach's alpha method was used for the reliability of the quantitative part of the questionnaire. In the next stage and step of the research, using the axial coding method and with analysis in the data theory of the foundation, the relationship between the classes produced in the open coding stage and the relationship of other classes with the central class are established in 6 headings, which are: 1. Conditions Ali, 2. central phenomenon, 3. strategies and measures, 4. intervening conditions, 5. contextual conditions, 6. consequences were obtained based on the paradigm model (Strauss and Corbin, 1998). Before that, considering these 6 classes and their relationship with each other, and with the opinion of professors and experts, the main and subcategories were identified from all the obtained indicators, and their priority and ranking were determined. In the quantitative part, the data analysis method including t-test and using structural equations has been determined and analyzed by SPSS and SmartPLS software.

By creating a bridge between gasification and marketing, gasification has emerged as a new tool to improve business processes in organizations and its applications have increased. On the other hand, research collaborations in this field have grown significantly in the past years and this trend is expected to continue. As scientists from different scientific fields come together to tackle global challenges, their networks become more complex and require more complex analysis and solutions. In this research, we are trying to conduct a structured review based on a model consisting of scientific methods and social network analysis, with the help of which, without the slightest application of personal opinion, the best articles, keywords, researchers, journals, institutions and countries active in this field according to several indicators identify in order to use these results to apply the best methods and findings of gasification in marketing as well as targeting future researches in this growing field. In order to investigate scientific cooperation in this field, social network analysis was used to analyze networks and their applications, and scientometrics was used to find the best articles, keywords, authors, institutions, and countries, and the publication process of articles during different years in the two fields mentioned, and the invisible network was also used. The authorship created between scientists of different countries and educational/commercial institutions in the field of gasification in marketing has been examined, in other words, it can be said that in this research, an attempt has been made to present a comprehensive plan of the field of gasification in marketing with scientific mapping.