مجله مدیریت بازاریابی
پیاپی 61 (زمستان 1402)

The present study seeks to investigate the effectiveness of entrepreneurship education in the manufacturing industry, which either examines the use of structural equation modeling.

The present research method is descriptive (non-experimental) and the research design is structural correlation equation using partial least squares method. The statistical population of the research in the quantitative part includes all managers and experts of manufacturing industries in Tehran. In the quantitative part of the research, stratified random sampling method and to estimate a sufficient number of samples in this research, Cochran's sample estimation formula has been used. The statistical population of the study consists of 5691 people. The number of statistical samples of research based on Cochran's formula includes 384 managers and experts in the manufacturing industry.

The research findings showed that educational program design, educational needs assessment, learner preparation, strengthening skills, building context and strengthening social connections have a significant effect on the effectiveness of entrepreneurship education. Finally, the research model leads to the consequences of increasing individual creativity, increasing productivity and daring to take risks. The findings showed that the tested model is able to predict the amount (0.613) of the effectiveness of entrepreneurship education and also in the current research for the tested model the absolute fit index (GOF) was obtained as 0.41, the value obtained for this The fit index is an indicator of the fit of the tested pattern.

The results of the study of extracted variance values of hidden variables of the effectiveness of entrepreneurship education in manufacturing industries showed that the convergent validity of measuring instruments was confirmed using the extracted mean variance index and the model was acceptable and generalizable.

How to make a brand valuable in the mind of the customer has become one of the main challenges of companies. One of these valuable resources that has not received much attention is the media and social networks. This research examines the impact of social media on brand equity from the customers' point of view, as well as their effects on consumer behavior. In terms of the method of data collection, the current research is a descriptive survey and it is considered applied study in terms of purpose. The purpose of present study is to test theoretical concepts in real situations and to solve concrete problems, and in terms of the relationship between variables, is considered correlational, and library studies and distribution of questionnaires were used to collect the data of the statistical community of social network advertising recipients. The statistical population was the audience of social media advertisements. Cluster sampling method was used to determine the composition of the sample. Out of 504 available samples, 384 people responded, which was 76%. In the current research, a questionnaire tool was used, which was adjusted based on the Likert scale. After the descriptive survey of the statistical population of the research, using inferential methods, the statistical analysis of the obtained studies has been undertaken to test the hypotheses through SPSS 22 software. The Kolmogorov-Smirnov test was used to check the normality of the distribution of the variables, the analysis of variance was used to check the significance of the difference between the variables, and the correlation was used to check the relationship between the independent variables and the dependent variable. The main research model has also been tested through Lisrel software and structural equation technique and through factor analysis of the data. The results indicate the confirmation of all the hypotheses and at the end, suggestions have been presented in line with the research hypotheses.

Considering that the most important effort of marketers and managers today is to take measures to create, increase and maintain market share. The purpose of this study is to present a model of the effectiveness of marketing dimensions of potential markets with a value-based approach to dairy products.

The method of this research was qualitative-quantitative. In the qualitative method, the thematic method was used to obtain the dimensions and criteria that were obtained during the three coding steps. By semi-structured interviews with selected experts, 6 related experts were formed through a judgmental method and the effective dimensions model was presented. The interviews were followed until the theoretical saturation of the data. In a quantitative method, by generating paired questionnaires and distributing them among 10 experts, we analyzed the obtained dimensional data using the fuzzy dimtel method and the fuzzy ANP method. The statistical community has been the potential market of Iraq.

Based on the results, the effective variables of this study included potential market dimensions and marketing values. The first influential variable of potential market, which has the dimensions of competitive price, consumer market and product quality, is the second influential variable of marketing values, which have the components of creating the need and strategy of choice and customer satisfaction.

Beauty issues are very important for women, especially teenage girls. The influence of personality traits and social-environmental factors in this process is undeniable. Therefore, this study attempts to investigate the attitude of female students towards beauty products based on the theory of reasoned action and by moderating media and peer variables. This study is applied in terms of purpose and correlation cross-sectional in terms of data collection. The statistical population of this study were female undergraduate students of administrative sciences studying at the universities are located in Shiraz and Qom cities. The time period of this study was the second semester of the academic year 2022-2023. Structural equation modeling and the analysis of variance by rank have been used to test the research hypotheses. According to the research findings, variables of media, peers, attitude and subjective norms have a positive and significant effect on the intention to buy beauty products by female students. Also, the media variable has a moderating effect on the relationship between attitude and purchase intention, and the peer variable has a moderating effect on the relationship between subjective norms and purchase intention. Based on the Kruskal-Wallis test, the main variables of the study (purchase intention, attitude and subjective norms) are not significantly different among different age groups. Finally, the findings of this study also provide marketers and retailers within the beauty product sector with an advantage when designing marketing strategies to target young female consumers, as they will have more information regarding the factors influencing these consumers’ purchase intention towards beauty products.

The purpose of this research is to rank and model the interpretive structure of sustainable and innovative business factors of dam tourist resorts in Khuzestan province, a case study of the Maroon Dam tourist resort. This issue contributes to the existing literature by examining how business model innovation may contribute to sustainability in the specific context of tourism and hospitality. 

Research method:

The current research is applied in terms of purpose and mixed (quantitative) in terms of type of research. First, effective factors were extracted by literature review, content analysis and related researches. Then, FAHP and ISM techniques were used to verify the model extracted from the qualitative part, and based on the opinions of academic and executive experts, the relationships between various factors were determined and analyzed. It is the background.

Based on these findings, the dimensions of a sustainable and innovative business model for dams tourist accommodation in Khuzestan province include customer orientation, communication mix, revenue generation, value creation, key activities, key resources, stakeholder management, key partners, costing, Sustainability, social responsibility and innovation were identified and confirmed.

This study shows that sustainable and innovative business factors can increase the business efficiency of tourist accommodations and, in addition, meet the expectations of tourists and become more sustainable.

A copycat brand is a product that is introduced to customers following the main or leading brand and by taking as an example the distinctive features of appearance or function by which the primary brand has turned into a leading brand. Therefore, the purpose of this The research is to present the imitative brand model in the purchase behavior of luxury brands in internet businesses using Grounded Theory.

The nature of the current research is exploratory and qualitative data is used in it. The statistical population of the research are the experts and professors of PhD in marketing management in the universities of Mazandaran province. In this field, the researcher used the snowball method to reach theoretical saturation, which achieved theoretical saturation after interviewing 13 elites and experts. Qualitative data has been collected using structured interviews and data analysis using the qualitative method of Grounded Theory.

Causal factors affecting the imitator brand model in the purchase behavior of luxury brands include brand development, weak resources and facilities, existing threats and existing opportunities. And the influential contextual factors include brand preference, content imitation tendency, appearance imitation tendency, imitation brand tendency factors, mental patterns, customer evaluation and attitude. Also, intervening factors include environmental factors, legal factors, and corporate factors. The main strategies include drafting a legal annex, drafting an ethical annex, buying decision strategies, graphic strategies, brand personality creation, knowledge strategies, imitation strategies, innovative strategies, marketing strategies, advertising strategies. And finally, the consequences, which are the final result of causal factors, strategies, background factors and intervening conditions, include commitment to the store, word of mouth advertising, repeated purchases, behavioral loyalty, attitudinal loyalty, profitability and increasing market share.

This research was started by using the Grounded Theory to find the imitative brand model in the buying behavior of luxury brands in internet businesses, and by using the qualitative method, it has completed its development course and reached a model. At the end, the suggestions derived from the researcher's experiences are stated.

The main goal of this research is designing a content marketing model in online stores of cosmetics and health products, carried out qualitatively based on the grounded theory approach. First, with the help of the foundation theory, a semi-structured interview was utilized to collect data. The data were then analyzed through Strauss and Corbin’s method and the Paradigm Model. Targeted modeling and snowball technique were used to samples for deep interviews, carried out with 21 experts and university professors. The open, central, and selective codes were produced followed by the development of the paradigm model for the content marking in online cosmetics and health stores as well as the output of MAXQDA software. During the qualitative stage, which was based on the grounded theory, 20 factors relating to content marketing model were identified by carrying out deep and semi-structured interviews and were used as the basis for the design of the paradigm model; there were: design, branding, social effect, quality of website services, technology infrastructure, marketing, law, managers’ decision-making, cosmetics and health website competitiveness, creating accurate and valuable content, empowerment of sales managers, strategy, content, human resources, customer relations management, performance, effective communication factors, economic factors, media, privacy factors. These components were classified under 6 main dimensions of the research which were causal conditions, background conditions, interfering conditions, phenomenon orientation, consequences, and strategies. The results of the study indicate that the online cosmetics and health stores are required to create relevant, attractive, and accurate content so that they will be able to attract more customers and retain sustainable competitive advantage.