hossein hajibabaei

Digitalization has profoundly impacted all aspects of individuals’ daily lives. This significant shift has altered consumer preferences, leading to decreased attention to advertisements and commercial messages. Consequently, most commercial efforts by businesses are consciously or unconsciously overlooked by audiences, resulting in reduced effectiveness of traditional advertisements, which are often conducted at substantial cost. The advancement of various technologies through digitalization has given rise to several promising innovations. Among these, Augmented Reality (AR) stands out as a desirable technology that businesses and marketers can leverage as a marketing or advertising strategy. AR enhances and expands users’ perceptions of their physical surroundings by integrating computer-generated digital layers into the physical environment. With AR, users can interact with digital elements in real-time, making the advertisements more engaging and memorable. This study aims to investigate whether AR-based advertising efforts are more effective compared to traditional advertisements. Additionally, it examines whether the use of AR technology in presenting commercial and advertising efforts enhances audience attitudes towards these advertisements and increases their purchase intention after viewing AR advertisements. The objective extends to analyzing whether the immersive and interactive nature of AR ads can bridge the gap between virtual and physical experiences, thus making advertisements not only more appealing but also more impactful on consumer behavior.

In this research, a AR advertising platform was designed and developed for a consumer product. An experimental approach was employed, utilizing two groups (experimental and control). Data were collected at three stages: pre-test, post-test, and recall test. The study involved 22 participants, and data were gathered using a questionnaire. The AR advertising platform allowed participants to interact with the product in a simulated environment, providing a richer and more comprehensive understanding of the product features.

The results indicated that AR-based advertisements not only improve and enhance customers’ attitudes toward the advertising efforts but also significantly boost their purchase intentions. The findings also highlighted that participants exposed to AR advertisements exhibited a higher level of engagement compared to those who viewed traditional ads. Moreover, AR ads were found to further drive the effectiveness of the advertising campaigns. Therefore, it can be concluded that the effectiveness of AR-based advertisements surpasses that of traditional advertising approaches.

Given the novelty of this advertising approach, it is recommended that marketers invest in AR technology. This investment will not only provide a competitive advantage and offer greater value to consumers but also create differentiation for the company and its products, thereby enhancing the effectiveness of advertising efforts. In the long run, AR technology is likely to revolutionize the advertising industry, making it essential for businesses to adapt and integrate this innovative approach into their marketing strategies. Ultimately, this will lead to increased product sales and improved business profitability.

This research was conducted with the aim of designing model of antecedents’ archetypes brand formetive cross-sectionally during the years 1399 to 1400 in the city of Hamadan, Qazvin, Sanandaj and Kermanshah.

This research is a field research in terms of its fundamental and practical purpose, in terms of descriptive survey method, in terms of the type of research data, and in terms of place and time of implementation. After 10 to 12 in-depth semi-structured interviews for each brand with the owners and managers of reputable brands and marketing professors using the phenomenology and coding method using Maxqda12 software, a series of features were extracted as archetypal antecedents of the same brand and based on the codes, questionnaires were designed and Individual forms were distributed among 201 customers who were consumers of the brand and had at least ten years of attitudinal or behavioral loyalty to the brand and collected data. Due to the non-normality of the research data in the Kolmogorov-Smirnov test, confirmatory factor analysis and structural equation tests were used using SPSS and Smart PLS software. After confirming the reliability, convergent and divergent validity, the quality or validity of the model is checked and at the end the test of the overall model of the research is conducted, which shows the appropriate fit of the model and the model presented by the researcher is approved. To extract the Antecedents Archetypes Brand Formetive, considering brands that have a subconscious collective, were selected for Apple Brand Creator archetype, Xbox Brand Magician archetype, Pepsi Brand Jester archetype, Jeep Brand Explorer archetype, Diesel Brand Outlaw archetype, Rolex Brand Ruler archetype, Sony Brand Sage archetype, Chanel Brand Lover archetype, Coca Cola Brand Innocent archetype, Gap Brand Everyman archetype, Nike Brand Hero archetype, Niva Brand Caregiver archetype. Based on the model obtained from the research, a series of characteristics were extracted as the antecedents of the archetype of each brand.

Using the coding method, 2316 codes including 457 sub-codes, 79 semi-sub-codes and 12 main codes were extracted from 137 interviews, then 12 questionnaires were designed and a total of 2412 questionnaires were distributed for 12 selected brands in the distribution research and the findings were analyzed. and finally, the Formetive antecedents of each of Jung's 12 Archetypes in marketing were extracted from the data. For each brand separately, a series of factors were obtained from the interviews and questionnaires as the antecedents of the same brand, which indicated and confirmed the specific archetype of the same brand and fulfilled the purpose of the research. For example, The findings of the research show that the antecedents archetypes Formetive: Different thinking, Creative and passionate, Transforming ideas into reality, Innovative and impactful, With quality and a long history, Smiling and funny, Easy life, Challenging other brands, Fear of boredom, Reminder of happy moments, Clever, Funny, Playful and Irresponsible, Lovely, Gaining new experiences, Looking for a better world, Overshadowing the borders, Enjoy your discovery, Away from limitation, A better and more real life, Youthful, Adventurer, Complex personality, Luxury, A different and new appearance, Make the world a better place, Destroying traditions, A successful commander in challenging conditions, Desire to help the world, Dominance and Control, Constructive, Discover new parts, Decoder of clues and solver of the riddle of existence, Emphasis on research, Development and innovative developments, Encourage the customer to think, Seeking knowledge and expanding information, Good sense for life, Finding opportunities and strengths, Independent, Lifelong learner, Differentiation from Competitors' Products, Idealistic and Traditional , Nostalgic, Loyal to customers, Willingness to help, , High quality, sense of belonging, Desire to communicate with others, Defending his territory and honor or from the oppressed, Development of borders, Escape from limiting environments, Diverse and affordable, Desire to communicate, Empathize and help others, Believing in seeing and feeling through the eyes of others, Reassurance, Self-care in the form of self-acceptance, Compassionate, Patient and Friendly.

According to the antecedents obtained from the research, it can be said that archetypes have a great impact on the formation of your brand. Also, the findings show that archetypes have an impact on the formation of brand personality and help us understand the meaning and concept of the brand and are very important tools for marketing and differentiate brands from each other. An archetype is what gives originality to a brand. Archetypes play an undeniable role in our success in the marketplace. The archetype of the brand differentiates from competitors, creates a sensory connection with the audience, creates a lasting relationship with the customer, focuses on good features and conveys the brand's message and purpose.

Augmented reality technology, which is one of the subsets of various types of developed realities, has attracted the attention of researchers and businesses in various industries and fields in recent years. These people, with a basic understanding of this technology, have benefited from its very high potential to be able to easily achieve their predetermined goals by using it. But in the meantime, the advertising industry and following that, the marketing field, have not yet seriously benefited from it. This issue is important when we know that the effectiveness of the current advertising approaches that are currently used in Iran and the world are decreasing day by day. People do not welcome the current approaches and are fleeing from them. In this case, it does not seem that these current approaches can help a business achieve its predetermined goals. Under these circumstances, there is a strong need for a new and alternative advertising approach. An approach that can eliminate the disadvantages of the common advertising methods in the best possible way and have a very high ability to attract and retain audiences. In this situation, augmented reality technology can play the role of a new advertising medium and act as a digital marketing approach to help marketers advance their integrated marketing communication goals.

Based on the searches conducted among the academic articles available in the global research literature, no augmented reality advertising model based on smart mobile phones was found. Therefore, this study aimed to design and create an augmented reality advertising model based on smart mobile phones with a focus on the augmented reality activators existing on the product packaging. It sought to answer this question: What were the structures, dimensions, indicators and relationships in the mobile-based augmented reality advertising model based on the augmented reality activators existing on the product packaging and what was the final model of augmented reality advertising?

This research was a fundamental study because its goal was to design and create a mobile-based augmented reality advertising model. Also, because of its ability to use the results obtained from it, it could be classified as applied research. Moreover, since there was no augmented reality advertising model in the research literature, this study could be considered as an exploratory study. In addition, in terms of data collection, this research was a cross-sectional survey study. The implementation approach in this research was a mixed approach consisting of two qualitative and quantitative phases. The method used in the qualitative part of this research was the grounded theory approach using the model presented by Corbin and Strauss. In the first phase (qualitative) of this research, the prerequisites were set and the statistical population was identified according to these prerequisites. Then, using the judgmental and non-probabilistic sampling approaches, sampling was done until reaching theoretical saturation. The number of selected samples until the time of theoretical saturation for this research was 14 advertising-marketing experts. The data required to conduct this research were collected by semi-structured and in-depth interviews and were analyzed by three stages of open coding, axial coding and selective coding in Maxqda software. After that, the validity and reliability of the qualitative part were confirmed. In this phase, the essential indicators were identified and determined. In the second phase (quantitative) of this research, the screening and validation of the indicators identified in the previous part (qualitative) of the research were done. The approach used in this part was the fuzzy Delphi method. 15 experts were selected using the snowball sampling method and their opinions on the indicators of the qualitative part were assessed and evaluated. The fuzzy Delphi approach was a very suitable approach for validating the indicators using fuzzy numbers.

When executing the first phase of the research using the grounded theory approach and analyzing the data collected by semi-structured and in-depth interviews with 14 experts, the audio files of the interviews were converted to text and analyzed in the software. In the first phase, 5143 initial concepts were identified from the interview texts. Among them, 912 cases were unique concepts and were classified as sub-categories. By combining and reclassifying these sub-categories, we reached 59 main and distinct categories. Using the perspective of the grounded theory of Corbin and Strauss, these 59 main categories were categorized into 6 paradigmatic model structures. In this way, the dimensions, indicators and relationships of the mobile-based augmented reality advertising model based on the augmented reality activators existing on the product packaging were determined. In the second phase of this research, the opinions of 15 experts on these indicators and relationships with respect to the main structures were assessed using the fuzzy Delphi method. After running two rounds, none of the indicators were deleted and their validity was confirmed. Finally, the final model of the research was presented.

Augmented reality could be introduced as a revolutionary technology with cutting-edge technology. Using this technology in the advertising industry would have very important and valuable results for consumers, companies, brands, products, advertisements and society. However, this advertising approach was very influenced by the factors governing its environment. Marketers had to accurately identify these factors, which were introduced in this research as contextual factors and intervening factors, and create mobile-based augmented reality advertising platforms using the strategies presented in the strategic factors section. In this way, they could benefit from the very important and valuable results of it. It was suggested to different businesses and marketers that in order to create a very special competitive advantage for themselves and also to achieve victory in the current competition path in the advertising industry, they should start from today to recognize this technology and invest time, money, expertise and human resources in it and use mobile-based augmented reality advertisements in their commercial and integrated marketing communication efforts.

The increasing growth and development of new technologies based on Internet communication has caused the creation and formation of a highly interactive marketing communication channel in the context of social media. Online streaming based on social media is a new, efficient and attractive platform that in recent years we have seen an increase in its use for advertising purposes, which indicates the creation of countless opportunities for business growth in the context of these channels. Using the stimulus, organism, and response model, this research investigates the factors affecting people's impulsive purchases in online streaming platforms, focusing on the features of the streamer and the product itself. This research is applied, descriptive and survey, and collected information from the audience of online streams using an online questionnaire. The results of structural equation modeling showed that the attractiveness and expertise of the streamer (characteristics related to the source) have an effect on the perceived enjoyment, and things such as the perceived usefulness of the product, ease of purchase, and the price of the product (characteristics related to the product) have an effect and they influence the perceived usefulness, and the intention to buy without an individual's plan in online streaming environments

Virtual reality is one of the most attractive and promising technologies in the world today, which is rapidly growing and developing. The many capabilities of this technology indicate its diverse applications in the fields of marketing and consumer behavior. An application of virtual reality is the ability to conduct 360-degree virtual tours of the store. This research will investigate and answer the question of whether the use of 360-degree interactive tours based on virtual reality capabilities will stimulate the intention of its audience to visit the store physically or not. Due to its practical results and the method used in it, this research is an experiment, simulation, and survey, which includes two groups of 12 people as a control group and an experimental group, and in two levels: pre-test, post-test, and finally, the recall test. Data were collected through a questionnaire with appropriate validity and reliability from both groups and in all three levels of pre-test, post-test, and reminder test, and then, through SPSS software, the mean difference and standard deviation difference tests were analyzed. The results of this study showed a significant difference in the intention of physically visiting the experimental group (virtual reality) participants from the store physically compared with the participants in the control group. This means that companies and marketers can use technologies such as virtual reality to effectively stimulate consumers' behavioral malpractice instead of traditional methods.

The purpose of this study is to analyze the effect of consumers' perceptions of the enjoyment and originality of the content produced by Bimah Naveen on the Instagram platform on the emotional involvement of customers. Also, the present study examines the effect of emotional involvement of customers on the intention to repurchase and the intention to follow the recommendation with the mediating role of word of mouth advertising. Electronically paid. The research method is descriptive-correlation in nature. The statistical population includes customers of the new insurance company who are followers of this company's Instagram platform. 335 people were selected as the sample size. The research sampling method is purposeful. The collected data were analyzed based on structural equation modeling with PLS software. The results showed that perceived pleasure and perceived authenticity have an effect on the emotional involvement of customers. Also, the emotional involvement of customers has a positive effect on word-of-mouth advertising and repurchase intention. Word-of-mouth advertising has an effect on the intention to follow the recommendations sent and the intention to follow the recommendations sent has an effect on the intention to buy again. Also, the results showed that word-of-mouth advertising does not affect repurchase intention.The results of the present research provide a better understanding of the role of emotional involvement of customers with the content posted by the novin insurance company on the Instagram platform.

In a difficult competitive environment, timely and organized relationship with customers is the best way to increase customer satisfaction, increase sales and reduce costs.

In a mixed method, interview was used in qualitative section and questionn aire was used in the quantitative section. The statistical population for the interview was 12 people and the statistical population of the quantitative section included 380 customers of Saderat Bank of Isfahan and Lorestan provinces that their total numbe r was 37000. Measurement tools included a researcher - made questionnaire and an interview form. Data analysis was performed by regression test method in SPSS software.

The website, ease of use, information security, appropriate format, savings in time, and subjective norms were considered as effective variables of electronic banking services. The results indicated that each of the above components have a direct and significant relationship with customer retention. to save time, service offering sys tems should be used using the data of each customer and the information and the services provided without the need for the customer's presence in electronic services to improve performance of electronic banking as well as provide conditions for full compet ition in the market for banks to increase the performance of banks.

Given the development pattern of customer retention in banking services, it is necessary to pay special attention to the importance of the effective factors listed by managers and employees.

It is very difficult to control intersections using traffic lights in an optimized way. The intelligent traffic light control system uses traffic and driving technologies along with artificial intelligence to solve traffic problems such as congestion with appropriate decisions. Reinforcement learning methods, especially the automated learning algorithm, can only make decisions by receiving a signal from the environment. The purpose of this paper is to present some automated algorithm-based methods for predicting and controlling intelligent traffic lights using a variety of automated algorithms, including static and variable methods. - It is an observer. The technique and method used in this research is a combined use of the automated learning algorithm method. For this purpose, the traffic on the intersections of zone one in the city of Hamedan was examined and that data was used for evaluation and results.

Experiments showed that the automated algorithm with variable structure in most cases works better than other automated algorithms and finally the proposed method is comparable to different algorithms and has the ability to improve traffic in the city.

The proposed method for each traffic light predicts the next cycle, in which case the intersection will face the least available traffic. This cycle is real-time and may change its sequence in the next period and towards optimization. The algorithm works automatically.

Various issues and bottlenecks press stress on people more than ever and customer feels more insecure and unhappy.The use of nostalgic branding can lead to the restoration of past positive emotions. And by reducing the psychological stress by using these products, Creates deep relationships with the product. In the third millennium, the creation of emotional bonds between the brand and the customer has become a powerful lever for long-term customer relationships and continuous revenue streams.The purpose of this research is investigate the relationship between Customer preference concepts, trust, nostalgic , and love for the brand. Initially, the conceptual model of research was developed based on an extensive literature review. Sampling method in this phase was available sampling and questionnaire also was tool used in this phase. The results obtained from the structural equation technique indicate that Nostalgia, brand trust, and Customer preference by different intensities affects each other and brand love.This study examines the impact of nostalgia on brand love, examines emotional bonds with the brand from a different perspective, and opens a new perspective on the emotional relationship between consumer and brand.

Brands play a central role in consumer behavior and creating strong relationships between customers and their selected brands have a great impact on customer behavior and brand preference. Creating such a powerful relationship in some cases creates deep emotional ties and ultimately brings love for the brand. Creating and enhancing powerful emotional ties transforms people into tenacious advocates for the brand, resulting in a huge investment for the company. The purpose of this research is to explore the nature of love for the brand and to investigate the relationship between brand connectivity concepts, trust, satisfaction, and love for the brand. To this end, the conceptual model of research was developed based on an extensive literature review. In the first phase, a full data sample of individuals, who were deeply affiliated with a brand, were selected and a brand-based association questionnaire was developed. In the second phase, with the dominant quantitative approach, universities, shopping malls, and customers who came to brand representations were investigated. Sampling method in this phase was available sampling and questionnaire also was tool used in this phase.  The results obtained from the structural equation technique indicate that associations result from brand, brand satisfaction, and brand confidence by different intensities affects each other and brand love. This study, using a hybrid approach, has tried to explore love for brand and, in addition, shows a better vision of emotional relationships.

In the recent years, the creation of the customer involvement with a brand has been considered as one of the strategic requirements of companies, and the creation and maintenance of emotional communication with a brand has provided a basis for deep communication between the customer, brand, and long-term profitability. The purpose of this study is to examine emotional links with brands, to provide marketing strategies based on these perceptions and to provide long-term management of markets. First, and according to the review of literature, the research model was developed and tested. The research populations were from universities, shopping centers and customers who referred to brand agencies. The random sampling and questionnaire were used. The final model that we have developed and the results from the structural equation technique indicated that brand passion affects brand self-expression, self-brand integration and brand trust. On the other hand self-expression can affect brand trust and a brand self-brand integration. It also showed that self-brand integration has a significant relationship with brand trust. Marketing managers in order to properly and strategically manage a market and design marketing strategies need to appropriately consider the emotional variables and use them.