سیروس کشاورز

today's competitive business world, various industries and organizations use various customer relationship management strategies to improve their relationship with customers. But today, the traditional methods of communicating with customers are not the answer to managing this relationship between customers and organizations. This research has investigated the impact of social media marketing on customer participation in creating value in the Shoe and Leather Industry. The current research is descriptive-survey. The statistical population of this research includes customers of Novin charm Company's Instagram page, whose number is unlimited, and according to Morgan's table, the sample size was determined to be 384 people. The data collection tool included standard questionnaires, and the collected data were tested and analyzed by structural equation method and PLS3 software. The results showed that social media marketing has a significant effect on customer engagement with the brand; Customer participation had a significant impact on value creation; The impact of social media marketing on value creation was positive and significant; And finally, the mediating role of customer-brand engagement in the relationship between social media marketing and value creation was significant.

The aims of this study is to investigate the effect of digital content marketing on brand awareness through social media and customer interaction. The current research is descriptive and survey and practical in terms of purpose. The statistical population of this research included all the consumers of Ramek dairy products in Shiraz city, 384 people were selected as a sample by random sampling. The data collection tool was the standard Elkdra (2021) questionnaires. To analyze the data, partial least squares approach and Smart PLS3 software were used. The results showed that there is a positive and significant relationship between digital content marketing and brand awareness. Also, social media and customer interaction have a significant mediating role in the relationship between digital content marketing and brand awareness. It is obvious that digital content marketing as a new phenomenon plays a vital role in displaying brand name, strengthening customer relationship and increasing brand awareness, customer loyalty and sales.

Effectiveness and efficiency of investment is related to the use of technical analysis tools to maximize returns and minimize trading risks as the two challenges researchers commonly face. In the present study, the daily stock price information of 135 companies listed on Tehran Stock Exchange (TSE) during the period of 2010-2020 was used to investigate their investment strategies based on technical indicators in both short-term and medium-term periods. Investor behavioral reactions were indicated by the utilized technical indicators. The relationship between the values of the technical indicators and stock returns showed that the signals represented by the three indicators of Moving Average (MA), Exponential Moving Average (EMA), and Relative Strength Index (RSI) over a weekly to 6-month period to buy or sell the stocks (as a strategy) performed better than the other indicators. Therefore, investors can use a combination of these three indicators to determine their strategies of buying and selling so as to obtain more returns.IntroductionBehavioral finance is one of the new topics that has been raised and considered by some financial researchers over the past few decades. The behavioral financial perspective states that most investors’ behaviors depend on judgment, emotional tendency, and informal sources of information. A significant number of studies has shown that investors’ emotional behaviors affect the stock market. According to the traditional view of stock returns, changes in the stock price are related to systematic changes in the firm’s core values. However, recent studies have shown that investor’s emotional tendency plays an important role in setting prices and determining time-series returns. The effectiveness and efficiency of technical analysis tools can be determined by their applications to maximize returns and minimize transaction risks as the challenges researchers frequently face. There are several strategies for stock trading in a financial markets. Most of these strategies are based on some technical indicators. This study examined the performance of 11 technical indicators to find which ones better represent the investors’ behavioral reactions and finally provide an optimal investment strategy by combining them.   Method and DataTo investigate the relationship between the values of the technical indicators and stock returns, we extracted the daily stock price data of 135 companies listed in Tehran Stock Exchange (TSE) during the period of 2010-2020 and accordingly used the regression method and panel data. FindingsThe values of investments in the weekly to 6-month modes showed that the 6-month information led to higher returns compared to the weekly information, indicating significantly increased returns represented by the 11 studied indicators with the increasing time of the period. The indicators of Moving Average (MA), Exponential Moving Average (EMA), and Relative Strength Index (RSI) had the highest return values ​​in both the weekly and monthly information modes. In the mode of 6-month data, the true strength index (TSI) had a lower coefficient of variation, but better performance than the other indicators. Among the 11 indicators studied, the indicators of MA and EMA had a higher coefficient with stock returns in the short- and medium-term investments. The higher coefficient meant that the returns were enhanced by increasing these indicators of buying and selling. Therefore, they had more power or strength than the other indicators and could better represent the stock returns. The relationship between the values of the technical indicators and returns in the short run revealed that the indicator of MA better represented the stock returns compared to the other indicators. In the medium term, the mentioned indicator was a better indicator for representing the stock returns. When comparing performance of the strategies by the use of the technical indicators, moving from a weekly to 6-month period demonstrated more returns related to the mentioned indicators that were significantly different from the returns represented by the other indicators. Conclusion and discussion In all the investment periods, the indicator of MA had more power to influence on the returns and better represented the stock returns as compared to the other indicators. The signals that were given by the three indicators of MA, EMA, and RSI in the different short and medium-term periods to buy or sell the stocks (as a strategy) better showed the investors’ behavioral reactions and could be thus utilized with higher confidence in comparison to the other indicators since leading to higher returns and profitability. As the trend of the returns represented by the mentioned indicators moved from weekly to the 6-month mode, a larger difference was achieved in terms of significance, indicating that the relationship between the values of the technical indicators and stock returns could provide better buying-selling signals in a longer period.

The purpose of this study is to investigate the relationship between supply chain agility and financial performance with the mediating role of cost efficiency and customer orientation in companies and knowledge based plants in Isfahan Industrial towns. The study is applied and in terms of methodology, is descriptive-survey. 470 companies Senior executives of knowledge based companies in the Isfahan Industrial proviance are the statical population, which at the end, 43 companies are selected as samples based on structural equations. In order to analyze the data and test the study hypotheses, structural equation modeling and smart pls software have been used. The results indicate that the relationship between supply chain agility and cost efficiency on financial performance, as well as the cost-effectiveness mediating role between supply chain agility and financial performance, are rejected. But the relationship between supply chain agility and cost efficiency, as well as the mediating role of customer orientaion in the relationship between agility of the supply chain and financial performance are confirmed. Therefore, we suggest that these companies managers should always pay more attention to the key role of supply chain agility, which has a direct impact on customer orientation and cost efficiency, and ultimately improves corporate financial performance.