فریز طاهری کیا

The objective of this research is to investigate the impact of employing gamification strategies and the explainability of artificial intelligence on brand engagement within social networks. This study is practical in its aims, descriptive and survey-based in its methodological approach, and subscribes to a positivist research philosophy with a deductive reasoning approach. Utilizing a mixed-methods research design, this investigation includes a systematic review of relevant literature coupled with a quantitative analysis of data. In the qualitative component, a meta-analysis of antecedents and consequences of brand engagement on social networks was conducted using CMA 2 software. The quantitative section assessed the impact of a gamification campaign and AI explainability within a food company, before and after the campaign's implementation. Data collected included the number of likes, comments, and replies to each comment, which were analyzed using natural language processing techniques and the BERT algorithm. To predict the effects of these strategies on brand engagement, optimized random forest models were employed, demonstrating their capability to discern complex patterns and enhance predictive accuracy. The results indicated that campaigns utilizing gamification and explainable artificial intelligence significantly increased user engagement, particularly in areas of interaction and the creation of active virtual communities. The analyses conducted revealed a positive influence of gamification on strengthening trust and loyalty towards the brand, as well as the effect of explainability in enhancing customer understanding of content and decision-making processes. This research can provide valuable insights for developing innovative marketing strategies and strengthening brand communications.

A B S T R A C T
Tourism development has different social, economic, and cultural results. In the meantime, one of the important topics of the growing trend in tourism destinations is the increase of tourists and their stay, along with efforts to provide suitable environmental and human conditions. Therefore, the desire of tourists to stay longer is considered an important indicator in evaluating the ability of tourist destinations to properly exploit the benefits of tourism. In this research, an attempt was made to analyze and investigate the factors affecting the stay of tourists in the city of Tehran. The present study is applied in terms of purpose and descriptive-analytical in terms of method. The statistical population of this research is tourists entering Tehran. In order to determine the sample size, due to the lack of statistical population, Cochran's formula for the unlimited population was used and the sample size was estimated at 384 people. The validity of the research tool was calculated using the confirmatory factor analysis model, and its reliability was calculated using Cronbach's alpha. Data analysis was done using SPSS and LISREL software with descriptive statistics and structural equation modeling. The findings showed that the quality of services has a significant effect on the permanence of tourists in Tehran. The path coefficient obtained is equal to 0.41, and travel motivation has a significant effect on tourists staying in Tehran. The obtained path coefficient value is equal to 0.47. Another result of this research is that the characteristics of the trip have a significant effect on the permanence of tourists in Tehran, and the value of the route coefficient obtained is equal to 0.38.
Extended Abstract
Like many cities in Iran, Tehran has potential capacities and numerous natural, historical, and cultural attractions, and tourism development can be very helpful. However, it will be possible to achieve the benefits of tourism when the appropriate platform, i.e., social infrastructure and civil institutions related to it, is provided. Studies show that the metropolis of Tehran is among the cities that have continuously increased the number of domestic tourists. Nevertheless, the average stay of tourists has decreased, so according to the statistics, the average stay of tourists in this city has decreased from 6 days in the 80s to less than 3 days in recent years. The decrease in the number of tourists in Tehran means that this city does not reap many benefits despite spending a major part of the city's budget on providing services. By understanding the above, the main question of this research is as follows:-What are the effective factors in keeping customers (tourists) in tourism destinations?
 
The current research is applied in terms of purpose and descriptive-analytical in terms of method. Library and field methods were used to collect data. The statistical population of this research includes domestic tourists who have chosen Tehran as their tourist destination in order to spend their free time. Cochran's formula was used to determine the sample size for the unlimited population, which was estimated to be 384 people. The sampling method was simple random sampling. A questionnaire was used to collect field data. SPSS and LISREL software were used to analyze the research data.
 
Concerning the first hypothesis of the research, which states that service quality has a significant effect on tourists staying in Tehran, the path coefficient (0.41) has been estimated. Also, the value of the obtained T statistic is equal to 3.35 and is more than 1.96. Therefore, this path coefficient is
 
 
significant, and the hypothesis of the research is confirmed. it can be said that the quality of services has a significant effect on the permanence of tourists in Tehran. In explaining the results of this hypothesis, it can be said that tourism services are considered one of the main elements in the development of the urban tourism industry. Thus, paying attention, planning, and allocating the necessary budget in this field is an inevitable necessity in relation to the second hypothesis of the research, which states that the motivation to travel has a significant effect on the permanence of tourists in Tehran. The path coefficient (0.47) is estimated. The value of the obtained T statistic is equal to the obtained 3.55 and more than 1.96. So, this route coefficient is significant, and the hypothesis of the research is confirmed; it can be said that travel motivation has a significant effect on the permanence of tourists in Tehran. In explaining the results of this hypothesis, it can be said that Crompton related the motivation to travel to the driving factors to the need for travel and argues that these factors lead to the pulling factors that are related to the choice of destination. Many researchers agree on the issue that there is a connection between the main motivations or the reasons for the driving factors and the permanence of the destination. They have also noticed in their studies that the average permanence time is longer at the destination on trips to visit family and acquaintances. This result is generally obtained due to the lack of accommodation costs, which allows people to stay in the destination and prolong it with a similar budget and cost. In connection with the third hypothesis of the research, travel characteristics have a significant effect on the permanence of tourists in Tehran; the path coefficient (0.38) has been estimated, and the value of the obtained T statistic is equal to the obtained 9.95 and is greater than 1.96. Therefore, this route coefficient is significant, confirming the research hypothesis; it can be said that the trip's characteristics significantly affect the permanence of tourists in Tehran. In explaining the results of this hypothesis, it can be stated that Wu and Carson (2008) found in their studies that international travel has a positive relationship with the permanence of tourists compared to national travel. The type of accommodation has a direct effect on the length of stay of tourists, so accommodation in the homes of friends and acquaintances or free accommodation increases the length of stay of tourists while staying in hotels decreases the length of stay. Due to economic limitations, the durability also decreases with the increase in the size of the travel group.
 
The results of this research showed that service quality has a positive effect on tourist' retention; according to the value of the obtained path coefficient, which is equal to 0.41, based on the value of the obtained path coefficient, the impact of service quality on tourists' persistence is evaluated as average. Also, this variable can explain 16.8 percent of the dependent variable's variance, i.e., tourists' persistence. Among the other results obtained in this research was that travel motivation has a significant effect on tourist' retention. Also, according to the value of the path coefficient obtained, the travel motivation variable is able to explain 22% of the variance of the tourist retention variable.
 
Funding
There is no funding support.
 
Authors’ Contribution
Authors contributed equally to the conceptualization and writing of the article. All of the authors approved thecontent of the manuscript and agreed on all aspects of the work declaration of competing interest none.
 
Conflict of Interest
Authors declared no conflict of interest.
 
Acknowledgments
We are grateful to all the scientific consultants of this paper.

The primary aim of this research is to present a paradigmatic model for brand placement in the Iranian cinema industry using a grounded theory approach.

This study is applied in purpose and descriptive-exploratory in nature, employing a mixed-methods approach. In the qualitative section, 28 experts from the fields of marketing and the cinema industry were selected using non-probability snowball sampling, and semi-structured, in-depth interviews were conducted with them. In the quantitative section, 384 master's and doctoral students in business management and participants in open managerial courses were selected through convenience sampling, and data were collected via questionnaires. For data analysis, grounded theory was used in the qualitative section, and structural equation modeling was employed in the quantitative section.

The qualitative findings revealed that 85 concepts, 31 subcategories, and 12 main categories were identified within the paradigmatic model. These categories include causal conditions (factors related to the film, audience, and brand), the central phenomenon (brand placement), strategies (branding strategy and audience strategy), intervening conditions (facilitators and inhibitors), contextual conditions (related to the film and audience), and consequences (for film producers and brand owners). The results of the confirmatory factor analysis also confirmed the validity of the research model with a good fit.

The results indicate that brand placement in the Iranian cinema industry can create mutual value for both brand owners and cinema industry practitioners. Enhancing the effectiveness of brand placement requires attention to factors related to the film, audience, and brand, as well as the formulation of appropriate branding and audience-focused strategies. Marketing managers and film producers should pay special attention to the alignment between the brand and film content, the use of appropriate execution techniques, and engaging active audience interaction.

This research was done with the Strategies and measures related to competitive advantage with the mediation of environmental factors and operational capabilities of the organization in the clothing industry. The statistical population includes 15 experts and managers of clothing manufacturing companies who were selected in a non-random way. The main tool of data collection is semi-structured in-depth interview. After confirming the reliability and validity of the interviews, a qualitative analysis method with a data base approach was used using MAXQDA software, and then, based on the findings of this stage, the research model was developed. Next, in order to explain the model based on the findings of the qualitative method, the initial questionnaire in the quantitative part of the design, validity and reliability of this tool was reviewed by referring to the opinions of experts and managers and approved after the corrections. The statistical population in the quantitative section, the customers of clothing products in Tehran and the statistical sample, according to Morgan's table, a sample consisting of 384 people was selected and distributed and collected by available sampling method. Analysis and processing of quantitative data was done with the help of PLS software. Coding has been done in three stages: open, central and selective coding. Based on the obtained paradigm model, the research in the apparel industry in three categories of central phenomenon (competitive advantage), strategies (company planning), intervening conditions (competition management factors) were identified.

Social marketing is a strategic tool in line with the social responsibility of organizations and influences the attitude of customers. This issue is especially important for large and non-profit organizations whose purpose is to serve the society. Therefore, the current research was conducted with the aim of designing a social marketing model with the role of social responsibility and customers' attitude towards the brand in the country's social security organization. The present research is an applied-developmental research from the point of view of its purpose, and in terms of its nature and form of implementation, it has been carried out in a descriptive-survey manner. The statistical population of this research includes theoretical and experimental experts (marketing professors). Sampling was done using a non-probability and purposeful method and finally 16 people participated in this study. The research data collection tool is interview. Data base theorizing method was used to analyze semi-structured interviews. Research data analysis was done with MaxQDA software. In the open coding stage, 236 codes were identified, and 6 paradigms, 9 main categories and 39 indicators were obtained with the considerations. The central phenomenon in this study is social marketing, and customers' attitudes towards the brand are the causal and influencing conditions of this phenomenon. Social responsibility provides the governing platform and background factors, and organizational change management is also an intervening condition. Finally, through strategies such as customer experience management, service development and empowerment, achievements such as brand value creation and customer satisfaction can be achieved.

The purpose of this research is to provide a customer experience management model in the field of innovation in providing car assistance services. The current research is fundamental and by using a mixed approach, it has sought to provide a customer experience management model in the field of providing car assistance services. According to the results of the research in the qualitative part, the findings of the interview and coding in six categories include causal conditions such as experiential brand, understanding the needs of customers, the variety of customers' golden card, the desire to market and monitor competitors, and background conditions such as fulfilling obligations on time. The company, sales of mobile aid subscriptions, aid workers, adjustment of golden subscription costs, strategies such as preventing unauthorized users, increasing sales with the 400250 program, providing on-site service, a pleasant experience of having an aid card and a strategic perspective, and intervening conditions such as repurchasing an aid card. Long-term relationship with customers, dependence on the company, increasing advertising, loyalty to purchase, brand credibility, social responsibility and consequences including improving the service process, managing brand value creation, trying to create a great experience, creating experience, improving satisfaction with the performance of Iran Khodro. is a brand evaluation program. In the quantitative part that is presented to evaluate the paradigm model, the findings from the researcher's questionnaire showed that all the factors identified in the qualitative part are effective on customer experience management.

the purpose of this study is to design a pattern of repeated patronage of Counterfeit products at the organizational level. The present research in terms of purpose is applied type and in terms of implementation method is a mixed research (qualitative-quantitative). The data collection tools are the interview in the qualitative part and a questionnaire in the quantitative part whose validity and reliability were evaluated as desirable. For this purpose, in order to collect data, after reviewing the literature and research background, the framework and protocol of semi-structured interviews were prepared and compiled, and then the participants among experts and scientific and executive experts active in the audio products industry were selected by the method of "snowball" sampling. Also, the statistical sample of research in the quantitative part consists of 386 organizational buyers and producers of this type of products in the country and abroad. To analyze the data in the qualitative part, Grounded Theory and in the quantitative part, the partial least squares were used. The research results indicate that factors based on the purchasing organization, buyer reactions and distributor credit have led to the repeated patronage of Counterfeit products at the organizational level. This study also introduces the components of cognitive strategies that are themselves affected by intervening conditions and contextual. Consequences of strategy implementation also include supply side, demand side effects and consequences related to challenges and risks. The findings of the quantitative part of the research also confirm all the main hypotheses.

Strong brands bring numerous benefits for both the companies and their customers such as decreasing purchasing risk and searching cost and increasing the likelihood of repurchasing. It is not presented an applied model for determining the price of this asset in Iran, especially in terms of merger and acquisition. The purpose of this study is to develop a model for pricing brand value in Iran’s capital supply companies in terms of marketing strategies of merger and acquisition. The current study is qualitative research which is done by conducting grounded theory in MAXQDA software. Needed data were gathered from interviews and panel sessions with all the 21 pricing experts in capital supply companies during the year 2018, and were analyzed to extract the variables of the model of brand pricing to Rial. After that, open codes were categorized into 5 main categories and 2 sub-categories titled as: communication and performance environmental factors, marketing, brand, performance (financial and non-financial), and corporate audit reports. Research findings; in addition, has developed an operational brand pricing model for Iran’s semi-public economy that is unprecedented in other studies.

The purpose of this research is to design a green marketing model with the foundational data theory method. With a comprehensive approach and a qualitative research method derived from the theory of Strauss and Corbin (1998), this article examines and presents the green marketing model in Snowa Company. The sample size for interviewing experts was finalized in the framework of theoretical saturation, and the foundation data theory strategy including open, central and selective coding and also the basic model of this theory was used to develop the model extracted from the article. The findings led to the identification of causal conditions, contextual conditions, intervening conditions and evaluation dimensions to present the green marketing model. The results of the research showed that the effective causal factors in green marketing include: ecological changes, the state of green economy, changes in technology and marketing, attention to the development of sustainable capital. Also, the effective strategic factors of the green marketing strategy and the formation of the green committee to preserve the environment and develop sustainable marketing and strategic planning and evaluation and paying attention to the customer's needs are appropriate to the situation. Also, the effective consequences include social and environmental sustainability and optimal performance and efficiency of green marketing and development of social sustainability and development and prosperity of green interactive economy and quality in innovation of green products.

Today, the importance of paying attention to emerging digital industries in countries has led to a reduction in various issues and challenges such as employment and unemployment. In a dynamic environment of global competition, organizations are increasingly committed to entrepreneurial activities in order to survive and achieve success, and consider entrepreneurship as one of the development tools for the fledgling digital industry. The purpose of the current study was to present an organizational entrepreneurship model with a positive deviance approach in the fledgling digital industry. Using the qualitative method of content analysis and conducting semi-structured interviews with the experts in the field of organizational entrepreneurship, a model including effective factors (key influential variables, mediators and moderators), consequences and strategies to promote organizational entrepreneurship with a positive deviation approach in industry Start-up digital is provided. Based on the findings of a semi-structured interview with 15 academic experts and executives, 42 constructive themes were formed that can be categorized into 21 comprehensive themes under five factors: effective factors, mediating factors, moderating factors, consequences and strategies. The results showed that paying attention to organizational entrepreneurship and the factors affecting its formation within a positive deviation approach can lead to results such as innovation, growth and organizational improvement.

 By using digital health marketing, non-profit organizations, as the custodians of communicating between benefactors and those in need, can direct their marketing activities in a direction that will reach more supporters and benefactors and explore the good intentions of benevolent compatriots to help those in need. Build Therefore; the main goal of this research is to present the digital health marketing model in obtaining the support of donors from non-profit institutions.

 This study was conducted using a qualitative method of the grounded theory type. For this purpose, experts related to health marketing were used, including professors of marketing ethics, all experts of Akram, Mohsenin and people's partnerships of a non-profit organization and the sampling method was snowball and targeted until saturation was reached. Data analysis was done using the method of Strauss & Corbin (1998). Validation of the research findings was expressed with the four criteria of Guba & Lincoln (1985), which were measured and confirmed through the tests of acceptability, transferability, reliability and verifiability.

Ethical Considerations: 

The participants in this research were aware of the topic and the method of conducting the research and their presence was informed, free and voluntary.

 Based on this, by conducting interviews with some experts, 67 concepts directly or indirectly related to digital health marketing in obtaining donor support have been identified in 18 main categories, based on the data base paradigm model, in the form of six causal dimensions or the development of digital technologies (compatibility, ease of use, usefulness), central phenomenon or support (informational support, emotional support, social support), strategies or trust building (trust in institutions, trust in digital technologies, trust leading to donation), background factors (knowledge, resources, education), intervention or demographic characteristics (age, gender, education) and outcomes or trust building (opportunity, desire, performance) were structured.

 Digital health marketing is the missing link in attracting donors and sponsors. By using digital health marketing, non-profit organizations can direct their marketing activities in the direction of reaching more people and supporters. The set of advantages of digital technologies for donating is effective and causes the desire to use digital health marketing tools and tactics in obtaining the support of donors.

The present study examines and analyzes the key sensitivities effective factors in repeated patronage of Counterfeit products at the organizational level and seeks to provide a model that can improve the various conditions and factors affecting the process of repeated patronage of Counterfeit audio and video products. The method of the present research is applied-development type and in terms of implementation method is quantitative type. The data collection tool is a questionnaire. For this purpose, in order to collect data, after reviewing the literature and research background, the statistical sample of research consists of 386 corporate buyers and producers of counterfeit audio and video products in the country and abroad. Partial least squares (PLS) were applied to analyze the data. Analysis of data factors based on the and repeated patronage of counterfeit products at the organizational level. The findings of the research indicate the effective role of two groups of factors related to the buyer (including purchasing organization; Environmental factors; Buyer reaction and Factors related to distributor credit including variables of managerial ability, marketing and sales ability, distributor financial strength, market coverage and product line on the repeated patronage of purchasing Counterfeit products at the organizational level.

Powerful nostalgic brands create meaningful images in customers' minds. A strong and famous nostalgic brand image enhances differentiation and has a positive effect on shopping behavior. Today, religious tourism is considered an attractive and alternative industry. Religious tourism is described as a driving force for regional development. Successful religious tourism can increase government revenue, employment, and destination tourism receipts. How a tourist is attracted to revisit or recommend the destination to others is crucial to developing successful destination tourism. Due to the number of trips to this city during their lives, religious tourists in Mashhad have a nostalgic feeling. Traveling to this city is reminiscent of their memories. On the other hand, considering the importance of managing the perceived mental image of a tourist destination and its role in managing the demand of a destination, knowing the dimensions of the mental image of a tourist destination is very necessary. Managers of a tourist destination can manage the perceived mental image to attract new tourists and repeat travelers' visits. Understanding the dimensions of the mental image helps destination managers understand the reasons for not welcoming a destination and fundamental changes in the characteristics of the tourist destination according to the needs of the target markets to create the ground for tourism development to that destination. The purpose of this study is to present a model of the effect of brand nostalgia on the loyalty of tourist's travel decision-making. In the present study, a qualitative method has been used to collect data to identify the factors affecting brand nostalgia. A quantitative method has been used to examine the obtained Model. The statistical population in the quality section of experts, which includes managers of four- and five-star hotels in Mashhad, has more than 15 years of service and at least a master's degree. In selecting the experts, the snowball method was selected, and after conducting the tenth interview, theoretical saturation was reached. The statistical population is a small part of all customers of five-star hotels in Mashhad. Due to the fact that the size of the study population is large, so to determine the size of the statistical sample, Cochran's second formula was used, the number of which is equal to 385 people. 420 questionnaires were distributed, of which 387 were not distorted. After analyzing the interviews and axial coding, the initial research model was introduced, and in a small part, PLS software was used to analyze the data. According to this research, brand nostalgia, desire to buy nostalgia, fantasy imagination, the special value of brand nostalgia and attitude to brand nostalgia affect loyalty in the tourist's travel decision making. Nostalgia refers to a longing to return to period related to the past, Or a feeling of dependence on tangible or intangible belongings and activities in the past. One experiences it when one feels detached from a period in which one is present. Nostalgia has been considered a way to communicate with customers by marketers who have sought to provoke emotional reactions from consumers through promotional methods, advertising, product management, and other activities. This article presents the concepts and mechanisms of nostalgic marketing and strategy. Nostalgic marketing determines the importance and place of nostalgia in marketing to provide practical solutions to apply this concept in marketing. The definitions of the authors of this field, separately, do not cover a wide range of structural aspects. According to the results of this study, the managers of Mashhad Tourism and Hotels Organization should first identify the factors affecting the quality of travel and then try to strengthen it from the perspective of tourists. Advancing the quality of travel should be one of the long-term goals of tourism destinations because it can increase their perceived value and ultimately make more profit. Also, the Mashhad Tourism Organization managers and hotels should set a higher level of travel quality for tourists to create a positive behavior after the visit to maintain and promote competition among tourists. Positive behavioral response and creating an emotional image should be considered the most key achievement for managers of a tourism area and the product of all activities and actions taken in the tourism chain. Brand nostalgia to build trust in your brand with customers requires continuous assessment of brand credibility and reputation from customers' perspectives. For this purpose, it is recommended to be on the agenda of these brands' public relations or marketing managers on an annual or monthly basis. If necessary, appropriate and timely measures can be taken to maintain and strengthen the brand's credibility. A brand like a human being and presenting the product next to it along with a special name and bringing a name of nostalgia along with a symbol, sign, or music to strengthen the mental associations of the brand based on its constituent factors to strengthen the brand reputation and follow It builds trust.

With the emergence of private banks in the Iranian banking system during the last decade, there is an intense competition for monetary resources in the country's financial markets. In the meantime, state banks have also struggled to attract and retain customers. The emergence of competitors in this industry highlights the need to use customers’ knowledge and manage it to reach a new source of competitive advantage. The banking environment needs such a management due to high a competition, relatively mature customers’ expectations, and the significant interaction between the bank and the customer. Although there is general agreement on the importance of the role of customers’ knowledge management and customers’ relationship management, there is a lack of an integrated model that measures the role and impact of all functions of such managements. Therefore, the present study seeks to explain an integrated model of customers’ knowledge management and customers’ relationship management based on a competitive approach in the Iranian banking industry.

This fundamental research is exploratory in nature. The semi-structured in-depth interview approach along with library studies were used for data collection. The statistical population of this study includes experts in managerial, banking, and academic topics. Purposeful sampling and snowball sampling were used to identify the experts, where the adequacy of the data was obtained after 16 interviews.

The analysis of the interviews indicated that the ultimate extracted codes were classified into 50 concepts and 18 main categories. Finally, based on the systematic approach in grounded data theory, the identified codes were placed into 6 nuclear classes, including phenomenon-orientation, causal conditions, contextual conditions, intervening conditions, strategies, and consequences

According to the results, the following factors were extracted: causal categories (rapid response of the bank to the external environment, implementation of international standards in customer orientation and social responsibility of the bank), central categories (determining the management framework, manpower supply, determining strategies, and value creation for the customers), strategic categories (integrated marketing, development of technology and novel banking services, strategic alliance, and delta model), contextual categories (changing the approach of senior management, liberalization, and deregulation by the government), interventionist categories (culture of bank empowerment and dynamic competition), and consequential categories (gaining competitive advantage for the bank, customer satisfaction, and strengthening banking services in the community). Hence, these categories are influential for the success of the integrated customer knowledge management and customer relationship management

This research investigates the main factors that influence green marketing in Iran’s oil industry that can result in sustainable development, based on expertschr('39') opinions. The methodology of this research is grounded in theory and adopts a qualitative research approach.  We use semi structural deep interviews to collect our data.  We analyze the data using three stages of coding: open, axial and selective coding.Our results show that  we need to implement green marketing in the energy sector, as soon as possible, in order to protect people’s health and the environment.  The main factors that affect green marketing include: political, social and economic factors, existing conditions like organization and lack of technical knowledge, energy efficiency, core energy policies, technology, human resources, investment, and culture. We conclude by stating that sustainable development can be promoted through implementing green marketing in the oil industry.

Value co-creation is a new form of business strategy that emphasizes continuous creation and recognition of the shared values of organizations and their customers. This strategy is the result of effective interaction between them. The purpose of this study is to present a comprehensive and native model of this new phenomenon in the tourism industry of Iran.

This study is an applied and descriptive research which was done qualititatively by grounded theory. The participants of this study consists of 15 tourism experts who were selected by purposefully and judgmentally using snowball method. Data were collected through semi-structured and in-depth interviews.

After performing three coding steps on the data collected, a paradigmatic model of the strategy has been produced through grounded theory. This model consists of some causes and antecedents, organizational and national contextual factors, facilitating and limiting intervening factors, organizational and national developing strategies, and finally organizational and national consequences of developing of this strategy.

Implementing value co-creation strategy in tourism industry of Iran can make more effective utilizing of customers' abilities and capabilities to achieve competitive advantage, enhance organizational brand and achieve its constructive economic, cultural, social, political and environmental consequences.

In this study, attempts are made to recognize effective factors in enhancing the intension to use online stock trading application by real investors via combining the models of reasoned action and decomposed theory of planned behavior and merging it with dimensions of online stock trading. Questionnaires designed and ditributed between 300 people attended in Tehran Stock Exchange and agah broker firm. In order to determine the validity and standardization Exploratory and confirmatory factor analysis methods are used. The reliability of the survey is calculated 0.89 by Cronbach alpha. This research is applicable, descriptive, survey and correlational. The research Conceptual model of structural equations modeling was confirmed by using of the LISREL software. The findings represent that, based on structural equation modeling, attitude and subjective norm will affect the behavioral tendencies. Also, there is a positive and significant relation between perceived usefulness and ease of use and the attitude and between subjective norm to injunctive norm.

This research focuses on the retailing communicative attempts performed by a retailer including direct mail, preferential treatment and tangible rewards on the key communicative marketing results such as trust, relationship commitment and behavioral loyalty in Tehran Hyper-star store. By random sampling of 222 people as customers in the above store, the research tests 5 hypotheses by modeling structural equations. According to the results of this research and the history existed in different countries, it can be said that retailing communicative attempts are one of the most important ways to attract, affect on the faithful customers and encourage the common customers. Consequently, the managers and employee of the retailing firms need to be trained, motivated and encouraged to do communicative attempts for common and regular customers.

Impulse Buying, which is perceived as unplanned purchases, and its important contribution to consumer's shopping, has been regarded as an important consumer behavior by market specialists over the past four decades. A model of the precursors of Urge to Buy Impulsively is presented and empirically tested with data drawn at one point in time (During post-shopping questionnaire filling) from some urban shopping centers. Analysis of the data utilizing LISREL8.5 supported many of the predictions. Situational variables (time available and money available) and individual difference variables (shopping enjoyment and impulse buying tendency) were found to influence a set of endogenous variables, including positive and negative effect, browsing activity and ultimately urge to buy impulsively. Whether or not an impulse buying behavior occurred, the research has scrutinized the various aspects of the idea.