جستجوی مقالات مرتبط با کلیدواژه "تبلیغات دهان به دهان الکترونیک" در نشریات گروه "مدیریت"

 In today's era, tourism has expanded more and has become a more powerful industry in the world, which strongly affects the economy of a country. It is also associated with several other departments such as advertising, sales, product contracts, sponsorships and business organizations. This study aimed to investigate the effect of destination image on tourist loyalty and visit intention: testing a multiple mediation approach. This research was applied in terms of purpose and descriptive-survey in terms of method and correlational nature. The statistical population of this research is made up of all the tourists who refer to the religious, cultural and historical city of Mashhad during the research period. According to the table of Karjesi and Morgan, the sample size is 384 people. And due to the uncertainty of society-statistics, the sampling method used in this research is non-probability. The data collection method in this research is the standardized questionnaire of Jalilund et al. (2012) to measure the variable of destination image and electronic word-of-mouth advertising, Aliman et al. (2014) to measure the variable of tourist satisfaction, Chiu et al. (2016) for to measure the variable of tourist loyalty and Su et al. (2017) to measure the variable of intention to visit. The obtained data were analyzed by descriptive statistics methods (mean, frequency percentage) using SPSS version 19 software and inferential statistics (structural equation method) using PLS software. The results showed that the image of the destination has a positive and significant effect on the satisfaction, loyalty, intention to visit and electronic word-of-mouth advertising of the historical, cultural and religious places of Mashhad city. Also, the results show the mediating role of tourists' satisfaction in the relationship between the image of the destination and the intention to visit historical, recreational and religious places in Mashhad.

In recent years, digital marketing efforts have significantly impacted consumer trust. In this regard, we have seen that electronic word-of-mouth advertising in social networks has facilitated the rapid dissemination of information. In this research, we have examined the relationship between electronic word-of-mouth advertising and the nature of trust and acceptability of information in the digital marketing of livestock and poultry feed industry products. In order to achieve this goal, hypotheses were proposed. In terms of the research method in the survey-descriptive research group, it is of the correlation type. According to the subject, assumptions and purpose, the present research is a part of applied research. In order to collect data, a sample of 175 questionnaires (including 25 items) and a 5-point Likert scale was distributed among all customers and people who interact and talk about livestock and poultry brands through virtual space. Finally, SPSS software (24) was used for the statistical description of research variables. Research hypotheses were investigated and analyzed with the help of SEM structural equation method and using Smart PLS(3) software. The findings indicate that among the dimensions of digital marketing, there is only a relationship between information quality, information usefulness, perceived risk and the nature of trust. In this regard, there is a relationship between the nature of trust and acceptability of information. There is also a relationship between information acceptability and purchase intention. Finally, information acceptability mediates the relationship between the nature of trust and purchase intention.

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.

The purpose of this research is to investigate the determinants of electronic word-of-mouth (e-WOM), and the effects that it can have on the immediate and hidden consumer's behavioral responses. This research is a practical in terms of purpose, and descriptive-survey and correlation type from the view point of data-collection procedure. The statistical population was Iranian Instagram users. The responses of 393 users were collected by electronic questionnaire in online platforms. The validity of the questionnaire was verified through content validity and the reliability through Cronbach's alpha. Data analysis was conducted with SPSS and structural equation modeling method by the Smart PlS software. The results indicate that the tie strength, resemblance, normative influence, and informational influence have a positive significant impact on e-WOM. Also, e-WOM has a positive significant effect on information pass-along, impulse buying, future-purchase intention, and brand engagement of consumer's behaviors. In addition, according to the results of this research, it was found that the variable ‘trust’ has no significant effect on e-WOM variable.

Nowadays, people rely mostly on the information gathered through word of mouth regarding the purchase of products of using services. On the other hand, due to the expansion of social networks among people and its daily usage in society, these advertisements are mostly published in social networks. However, not all these advertisements are accepted by the audiences. Therefore, the aim of this study is to identify the effective factors in accepting the electronic word of mouth advertising. In order to do this, oriented-based qualitative content was used to provide the study conceptual model. The proposed model consists of seven dimensions and 38 indexes. Dimensions of the study consist of: quality of word of mouth advertisement, validity of word of mouth advertisement, apparent features, situational factors, personal features of receiver of electronic word of mouth advertisement, quantity of advertising message and social factor