meisam shirkhodaei

Information technology is rapidly changing various fields of marketing. Due to the opportunities that new digital technologies provide to companies and users, there is a significant trend to transfer advertising campaigns from traditional media to digital and social media networks. The aim of the current research is to bibliometric analyze and illustrate global studies in the field of advertising campaigns in order to identify the evolution of the use of media in advertising campaigns designing from traditional to digital based on marketing generations. This research was done using VOSviewer software and performance analysis techniques, scientific mapping and network analysis. According to the obtained results, during different years, the trend of publishing articles in the field of advertising campaigns, especially after the COVID-19 pandemic in 2019, has been upward. The research roadmap in this field showed that from 2010 to 2013, advertising campaigns centered on the concepts of online advertising, website, e-commerce, moving towards digital marketing or fourth generation marketing, and from 2013 to 2021 Keywords such as SEO, search engine advertising, video recording, and influencer indicate the continued use of digital technologies in the design of advertising campaigns, and on the other hand, concepts such as optimization, data mining, big data, and machine learning indicate the importance of using artificial intelligence in the design of campaigns. From 2021 onwards, concepts such as social media advertising, social network, trust, experiential marketing indicate the beginning of the design of advertising campaigns based on fifth generation marketing or human-to-human marketing.

The modernization of the higher education system as the center of comprehensive development and its dynamics are a means of dealing with the emerging crises and ensuring that the needs of the society are met. Having this privilege is a benchmark for measuring progress and development in different countries and a powerful tool in distinguishing countries from development to developing ones. Therefore, utilizing a modern, efficient, and effective approach to higher education policy making that utilizes evidence such as qualitative, quantitative, descriptive, empirical and existing evidence from peer-reviewed research highlights the need to use evidence-based policymaking. Therefore, the structured and prioritized hierarchy of the components and variables effective on the evidence based policy making of higher education system in Iran has been obtained through interviewing twenty members of the Higher Education Commission, senior managers, experts, and experts of the Ministry of Science and Research and Technology and the Ministry of Health and Medical Education and the heads and managers of the universities of the Ministry of Science, Research and Technology utilizing snowball sampling.

The aim of this study was to identify the ways to successful imitation strategy in sport entrepreneurship companies which was conducted in two steps. Firstly, the ways were identified by Delphi technique and then a model was developed by interpretive structural modeling. So, 6 experts were selected from sport management professors by purposive sampling method and the Delphi rounds continued until a theoretical agreement was reached. In the second step, 15 experts from the Beta brand sales agents were selected by purposive sampling method and paired comparison questionnaire were distributed among them to develop the model. Data were analyzed by SPSS22 software in the first step and the calculations of the second step were conducted with the MATLAB2014 software. Delphi method identified ‘imitating the leading brand name’, ‘imitating the leading brand appearance’, ‘imitating the leading brand identity’, ‘imitating the leading brand image’, ‘promoting the perceived value of the imitation brand’, ‘promoting national production support’, ‘imitation brand store’ and ‘the success of the imitation strategy’ as the ways and interpretive structural modeling developed a model in 4 levels for identified ways. Based on the results, the imitation strategy can promote the image and perceived value of imitation and provide the success of sport entrepreneurs in the market by creating an identity similar to leading brands.