جستجوی مقالات مرتبط با کلیدواژه ": marketing" در نشریات گروه "علوم تربیتی"

The current research aimed at designing a paradigmatic model for social media marketing in the Iranian banking services.

This study employs an exploratory qualitative research method. The population of this research consisted of a group of experts, including professors in the field of marketing management and a group of banking industry experts in the marketing sector, who were deeply interviewed. In this study, sampling was conducted purposively until theoretical saturation was reached in the interviews, which continued until theoretical saturation was achieved with 16 experts interviewed. In this research, the main tool for data collection in the field section was semi-structured interviews, and the grounded theory approach was utilized using MAXQDA software version 2020 for analyzing collected data and presenting the paradigmatic model.

Consequently, after conducting open, axial, and selective coding, 18 categories and 70 indicators were identified within six main sections including causal conditions (factors related to social media, management factors, structural factors, electronic word-of-mouth advertising), contextual conditions (relationship marketing, information and communication technology), intervening conditions (customer trust, perceived risk), the core phenomenon of social media marketing (the role of communications, the role of advertising), strategies (human resources actions, marketing actions), and outcomes (customer satisfaction, environmental opportunities, environmental threats, awareness, perceived quality, customer trust). As a result, the paradigmatic model of a native social media marketing pattern in the Iranian banking services industry has been fully delineated with a qualitative approach considering six conditions (causal, contextual, intervening, the core phenomenon of social media marketing, strategies, and outcomes).

Banks can segment their target market and plan and act more for awareness raising for each segment of society as appropriate. The research and development department of banks should study hidden needs or sometimes define new needs for audiences and customers and introduce them in an attractive manner.

The main objective of this research was to "design a suitable marketing model based on brand loyalty in the retail industry," with the question posed as "what is a suitable marketing model based on brand loyalty in the retail industry?"

A mixed-method approach, combining qualitative and quantitative methodologies, was utilized to answer this question. Initially, key components of the marketing model based on brand loyalty were identified through sequential exploratory design (thematic analysis method) via interviews. Subsequently, the research questions were examined through the collection of quantitative data. Thus, the measurement tool in the qualitative method was in-depth and semi-structured interviews, and in the quantitative method, it was a questionnaire. The population studied in the qualitative method consisted of experts, and in the quantitative method, individuals knowledgeable about marketing and the retail industry. For sampling in the qualitative method, 21 experts were selected using purposive sampling, and for the quantitative method, 384 individuals were selected using cluster sampling initially, followed by stratified random sampling after selecting the cluster to be studied. Ultimately, thematic analysis was used to code the responses obtained from the interviews (as part of qualitative analysis), and exploratory factor analysis and structural equation modeling were used to extract and analyze the empirical data (as part of quantitative analysis).

The findings from the qualitative analysis indicated that the majority of experts (18 individuals) mentioned "the absence of after-sales services," and (17 individuals) mentioned "the high price of the dollar." The findings from the quantitative analysis revealed that the model used in the current research had a satisfactory fit, and the researcher-developed questionnaire contained eight factors: brand heritage, customer satisfaction, brand reliability, brand's association with positive topics, brand belief, brand familiarity, brand distinctiveness, and brand loyalty. It was ultimately argued that brand heritage, with the mediating role of variables such as brand's association with positive topics (with an effect size of 0.69), brand familiarity (with an effect size of 0.41), brand belief (with an effect size of 0.37), customer satisfaction (with an effect size of 0.36), and brand distinctiveness (with an effect size of 0.27), effectively influences brand loyalty. Other variables, having an effect size of less than 0.2, were not significant.

Given that no model for presenting an indigenous brand loyalty model in the retail industry has been provided in Iran so far, there are many gaps in various aspects for this industry. Based on conducted interviews, there are essential prerequisites for the formation and expansion of these products, without which marketing these products in this industry would be ineffective. Marketing in this industry requires a series of events and appropriate principles to create a connection between brand heritage and brand loyalty by the customer; otherwise, it would not be possible to loyalty customers through this industry.

The present research aims to design an e-learning model for health tourism marketing in the educational healthcare centers of the Islamic Azad University in Tehran.

The research method is applied in terms of its objective and qualitative regarding its data. The population included management experts with specialized doctoral degrees, heads of educational healthcare centers of the Islamic Azad University, and their liaisons. The sampling was purposeful and snowball, selecting 14 experts until theoretical saturation was achieved.

The findings indicate eight dimensions along with 47 components for the proposed model. The identified dimensions (components) include: Strategies (national and macro, regional and international), Infrastructure (scientific interactions, cultural interactions, political interactions, economic interactions, legal and ethical, research and education, management, organization, technology, support, monitoring, and coordination), Contextual Factors (political ideology, cultural ideology, economic ideology, security, and welfare facilities), Resources (financial resources, human resources, content resources, and natural tourism resources of the country), Education (clinical training, continuous education, health education, organizational education), Processes (needs assessment, design, implementation, evaluation, feedback, and corrective program), Communication Literacy Level (communication technology, intercultural communication, advertising, organizational communication, public relations, international relations, and tourist rights), and Ideation (being a pioneer, opportunity seeking, risk-taking, leveraging resources, customer orientation, value creation, and innovation).

These results and the presented model can significantly assist in creating e-learning for health tourism marketing by the educational healthcare centers of the Islamic Azad University in Tehran. Therefore, the use of these results is recommended to the stakeholders and beneficiaries in this field.

Fintech startups have revolutionized consumer behavior by introducing innovative business models. The concept of value co-creation has emerged as a collaborative effort involving companies, suppliers, employees, and customers. This article aims to examine the scientific production trend in the field of value co-creation within fintech startups from 1997 to 2023.

The research was carried out using the interpretive paradigm and a systematic review approach, employing specific search terms in the Scopus database to analyze 122 articles (utilizing VOS viewer 1.6.19 software). The application of scientometrics in the marketing field represents a fresh approach that highlights the intellectual paradigm guiding the co-creation of value in international managerial research.

A thorough examination of the articles revealed that the majority of research conducted on the topic was centered in the United States. The findings from the research analysis indicated that various aspects including entrepreneurship, innovation, investment, financial services, and stakeholders have been extensively studied in relation to value co-creation in fintech startups.

The research on fintech startups is currently in its early stages of development. This study represents a groundbreaking endeavor to examine the existing literature on value co-creation and establish a framework that focuses on enhancing marketing performance.

The aim of this research is to identify and prioritize the factors affecting the marketing of solar energy production equipment based on a combined approach of content analysis and fuzzy Delphi.

In this study, the purposive snowball sampling method was used to gather opinions from 15 experts and professors from the Iranian Renewable Energy Association, the Renewable Energy and Energy Efficiency Organization of Iran, and the Solar Energy Committee of the Vice Presidency for Science and Technology. The data analysis process was conducted in two stages: identifying the influencing factors through interview tools and content analysis, and screening and prioritizing these factors using questionnaire tools and the fuzzy Delphi method.

The results of the study indicated that government policies hold the highest priority among the factors affecting the marketing of solar energy production equipment.

Following this, the factors in order of priority are brand/product awareness, distrust in solar technology and equipment, the local lifestyle of each region, remarketing, creating added or unique value for the product, market research, defining and identifying the audience and target market, aiding in sales growth, climate change and the necessity of environmental preservation, optimizing marketing through social media, business survival in a competitive market, creativity in marketing, utilization of digital capabilities, cost reduction, improving customer experience and creating a memorable product image, building trust through social proof, the general public's benefit from the social and environmental advantages of marketing solar equipment, and the need for a communication channel to inform customers.

Today, many consumers advocate green products to reduce the effect of their consumption practices on the environment For this reason, companies have tried to produce green products, but many of the actions of companies in the field of green product production are misleading and deceptive, which is called greenwashing. The present study aimed to investigate the effect of understanding greenwashing, attitudes, and beliefs on green purchase intention among environmentalists. The population included the environmentalists in Kerman, to whom a standard electronic questionnaire was sent for data collection. Finally, 384 questionnaires were collected and analyzed. The findings indicated that the understanding of greenwashing has a positive effect on the confusion of green consumption and an increase in perceived risk. However, it can reduce the perceived benefit, satisfaction, and loyalty. In addition, the attitude and beliefs of the environmentalists have a positive effect on the perceived benefit, satisfaction, and loyalty. If environmentalists have a positive attitude toward green products, there will be less confusion about consuming green products.

The sports health marketing plays an important role in improving the status of sports federations. As a result, the purpose of this study was investigating the sports health marketing strategic plan in the handball federation based on the SWOT model.

This study in terms of purpose was applied and in terms of implementation method was descriptive. The research population was presidents and vice-presidents past and present of the handball federation, referees, coaches and selected athletes of the national team and scientific and implementation experts with number of 52 people, which all of them were selected as samples by census sampling method. The research tool was a researcher-made questionnaire, which its face and content validity was confirmed by the opinion of experts and its reliability was calculated by Cronbach's alpha method for strengths 0.86, weaknesses 0.84, opportunities 0.91 and threats 0.89. Data were analyzed by weighted average and rank methods in SPSS software.

The findings showed that for the strategic plan for the sports health marketing strategic plan were identified 11 strengths, 14 weaknesses, 10 opportunities and 11 threats. Also, the evaluation of the internal factors of the sports health marketing strategic plan in the handball federation showed that the amount of attention to strengths in compared to weaknesses was higher and the evaluation of its external factors showed that the amount of attention to opportunities in compared to threats was higher.

According to the results of the present study, the attention of managers and officials to