فهرست مطالب آسیه ناظمی

Service ecosystem is a broad concept that has been considered by researchers in the last decade, but little effort has been made to conceptualize it so far. The purpose of this research is to expand the understanding of service ecosystem research fields. Also, it is the recognition of the knowledge base of service ecosystems that can be useful for policy makers and researchers. The methodology is one of the systematic review qualitative research methods, namely the bibliometric analysis method, which has been used. This research is classified as descriptive research; Because the purpose of bibliometric research is to describe and expand the scope of knowledge. Data collection is done using quantitative and qualitative tools such as co-citation analysis and hierarchical cluster analysis with the help of BibExcel software. The studied community is the Scopus information resource system, which has been considered from the beginning of 2004 to the end of 2021. The research findings show the conceptual development of issues in service ecosystems over time by providing a conceptual framework that has received little attention so far. These concepts include service ecosystem Antecedents (prior experience, user attitude, and service readiness), service ecosystem levels (microsystem, mesosystem, exosystem, and macrosystem), and finally, service ecosystem outcomes (social approaches, systematic value co-creation, and performance) that propose a forward-looking research framework for policy-makers, and researchers.

Marketing channels are the systems consisting of interdependent operators. Interdependence should be managed, and power is the way to manage it. Attention to brand social power to gain power, its proper usage and power maintanance, is one of the most important issues in marketing channels. The purpose of this article is to elaborate the power factors deriving from the French and Raven's typology and the importance of each base in the marketing channel of the teachers and master students of marketing management at Alzahra University. The innovation of this research in explaining the factors of power in this channel is reached through using the social network analysis approach. Using this approach in explaining power factors as well as brand social power, has not been considered in other researches so far.In this study, the characteristics of the communication network and social brand position of faculty members and students of the marketing management group in Alzahra University organizational network are investigated. The social network analysis method was used for data gathering and data analysis is done by NodeXl. This study examines brand social power as one of the social power approaches in the marketing channel of Alzahra University professors and students. Findings show that the power of channel members does not necessarily depend on the organizational hierarchy, but rather on the social brand of each of them and their position in the minds of the individuals. In other words, people with high social brand power may be inferior or inferior to other powers. Specifically, the most influential people on the network are not necessarily persons with higher position, and even these people may tend not to have relationship with others or may have less influence in their relationships.

Due to the insufficient internal research in presenting the model of online CRM in Iran, this study aimed to explore the factors affecting this issue and the relationships between them. Customers in the Iranian tourism industry have been exposed to uncertainty by using the gray Dematel method. This research is a purposive, descriptive-analytical study and is one of the exploratory studies on qualitative and quantitative mixing. Document libraries and scrolling methods have been used to collect the combined information. The statistical population of this study was experts in the tourism industry and online communication field. The statistical sample in the study consisted of 20 people selected by the snowball method. Content validity and face validity of the theoretical model of research have been confirmed by experts and parallel coding method has been used to control the reliability of extractive conceptual structures.Findings from the implementation of the gray Dematel method made it clear that among all the variables and factors extracted in the literature, content marketing variables in cyberspace, utilizing self-service technologies and culture were, respectively, the most important variables influencing the model. Finally, electronic word of mouth marketing, tourism relationship management performance and tourist loyalty, respectively,have been the most important influencing variables in the present study.Thus, the main causal relationship was identified among the most important variables forming the model of online relationship management with customers in the Iranian tourism industry.

Cultural capital, is the nations’ unwritten properties that make up their cultures, civilizations and forms theirs identity too. Compliance with the principles and values of the society and popular culture always makes the community to maintenance these capitals conscious and unconsciously and transfer it to the next generations as a gift.These traces, each of which reflects the talent and art of communities on the one hand and reflected various political, economic, social and cultural problems of its time on the other hand, have been the particular and the general interest of the specific audiences during the many years.It works with all spiritual values that have been in place without the cultural and economic markets are used, they cannot produce proper representation for the community without entering to soci-economic markets. This study seeks to cultural assets as cultural propaganda tool for the formation of a community among the audience of community and admission.In this way used two cultural theories as theoretical framework. The first one is peter Burdeo’ theories as “Cultural reproduction” and the second one is related to Clifford Geertz as Cultural interpretation”. According to the audiences division into two categories as emic and etic these two theories has been used. By the use of qualitative methods (documentary and direct observations) we tried to study the characters and potentials of cultural capitals for accepting cultural propaganda in the societies. Finally by the use of Katler’s theory in the name of “customers behavior model” we tries to find the meaning of cultural capital and cultural advertisement relations and finding its role for forming and promoting reinforcement of cultural propaganda. The case study in this study related to wrote tools market and its affection on cultural capital markets. Of course it is complementarity for Katler’s “customer’s behavior model”.