جستجوی مقالات مرتبط با کلیدواژه « Marketing Communications » در نشریات گروه « علوم انسانی »

Numerous environmental challenges and issues have emerged, including the exacerbation of environmental pollution, particulate matter concerns, and problems related to water and air pollution. These challenges also extend to jeopardizing food security and pollution resulting from electronic waste disposal. In response to these issues, along with the intensifying pressure of public regulations and competition among a wide range of organizations, there is a growing need to prioritize environmental matters and consumer health. Organizations are increasingly recognizing the importance of balancing these concerns with their traditional focus on profit and sales. Along with the companies that are determined to provide environmentally friendly products and consider this to be their duty and social responsibility, some companies try to deceive customers by claiming to produce green products. Some companies have used methods such as greenwashing to mislead consumers to benefit from the benefits of this claim by claiming to pay attention to environmental issues. The present research was conducted to present a model of the formation of the phenomenon of brand greenwashing in Iranian organizations. This study utilizes a mixed-method approach, combining both qualitative and quantitative methods within the inductive paradigm. In terms of its purpose, it adopts an inductive approach, while in its nature and method, it follows a sequential exploratory design.

The research's statistical population consisted of 15 marketing management professors from Iranian universities, all of whom specialized in the field of marketing and had published articles related to social marketing. The selection of participants followed the principle of theoretical adequacy, employing a purposeful sampling method. In the qualitative part, a semi-structured interview was used to collect data, the validity and reliability of which was confirmed using the CVR coefficient and the Kappa-Cohen test, and the data obtained from the interview were analyzed using the Atlas.ti software. The theme was analyzed based on coding. The indicators and components of brand greenwashing were identified from the codes obtained from these interviews. In the quantitative part, a pairwise comparison questionnaire of the interpretive structural approach was used to collect data, and its validity and reliability were confirmed using content validity and retesting, presented using the interpretive structural method of the greenwashing brand model.

The study's findings reveal the indicators and components of brand greenwashing and propose a five-level model to describe brand greenwashing. In the proposed model, the fifth level encompasses weaknesses or the absence of transparent laws, the presence of ambiguous regulations, pressures from both internal and external stakeholders, stringent standards, and a general lack of transparency. In the research model, the fourth level encompasses the creation of space for extensive media claims, the emergence of negative word-of-mouth advertising, legal restrictions for non-green products or practices, the imperative of documenting green claims, and strategies aimed at undermining competitors. The lack of mechanisms for evaluating green claims, covering the real weaknesses of green, superficiality and ignorance of customers about green activities, and brand deception form the third level of the developed model. magnifying and exaggerating the performance, creating an atmosphere of green mistrust, the short-term horizon of the brand, and taking advantage of the benefits of being green constitute the second level of the model. At the first level of the model, factors such as changes in customers' consumption patterns, the utilization of green laws for financial gain, the reduction of the company's long-term value, and the brand's weak performance are recognized.

The results indicate that companies are trying to convince their stakeholders to obtain financial resources (profitability) with the help of the greenwashing approach. Also, the results show that brand washing will ultimately lead to poor performance and a decrease in the value of the company in the long run. Based on the recorded findings, the obtained model suggests that the fifth level termed the foundational level, exerts the most significant influence on the subsequent levels of the model: the fourth, third, and second levels. These levels interact with their preceding ones and impact the following ones. Ultimately, the first level, known as the outcome level, is recognized as the most influential within the model.

Abstract The present study was conducted to prepare a model for electronic marketing in sport business. To prepare the model, Exploratory and confirm validities and reliability were investigated for questionarie and And the amount of Komo in the Bartlett test was 0.912 and The questionarie was distributed among 252 professors in different universities. The data were analyzed by SPSS and AMOS softwares. The results confirmed fitness for factors and showed that the model is appropriate and also showed that questions belong to variables. The results for reliability showed that α-kronbach is higher than 0.70 that shows reliability. The results showed that cofficients were 0.79, 0.76, 0.57, 0.72, 0.71 and 0.73 for social networks, product design, electronic services, marketing communications, value chain and knowledge share. On the basis our findings, social networks had most share in sport business and electronic services had lowest share in the model. In sum, the results show that social networks had highest the role in electronic marketing in sport business.

Nowadays, customer preferences and desires are changing and marketing decisions that are based on customer knowledge are critical. Achieving customer's opinions, needs, and feedback will lead to the development of an organization and create a sustainable competitive. Examining the components of knowledge management in the organization and its implementation is one of the most critical components of organizational success. Therefore, this study aims to determine the effect of knowledge management on organizational performance by considering the mediating role of marketing communications in Iran Airports Company. A quantitative methodology is adopted in which a model is developed, and hypotheses are stated, in order to examine the proposed relationship between marketing knowledge management assets and capabilities and IAC performance. A highly structured questionnaire with 35 questions is developed and distributed to a sample of 200 employees in IAC, which according to Cochran's formula, 130 employees were chosen randomly. The validity and the reliability of the questionnaire were verified using confirmatory factor analysis and cronbach's alpha coefficient respectively. In this study, to analyze the collected data and test the research hypotheses, structural equation modeling with LISREL was conducted. The results of hypothesis testing showed that knowledge management has a positive and significant effect on organizational performance. Also, the result showed that marketing has a positive effect on organizational performance. At a 95% confidence level, the result of the Sobel test showed that knowledge management has an indirect and positive effect on organizational performance through the mediating role of marketing communications.

This study was performed on the structural equation of factors affecting e-marketing in the prevailing environment in the field of sports business. The statistical population is the physical education faculty members of Islamic Azad universities, which numbered 1000 people. Sampling using Morgan table and using cluster random sampling method to clusters of north, south, east, west, center for units University and professors were sampled randomly. The statistical sample size was 252 people. For the model, a researcher-made questionnaire was prepared that includes 55 items and components of social networks. Product design. Electronic services. Marketing communications, value chain and knowledge sharing. Its validity was confirmed by confirmatory and exploratory factor analysis and its reliability was confirmed by Cronbach's alpha of 0.91. The questionnaire was given to 252 physical education teachers across the country. Data were analyzed by SPSS21 and AMOS software. The results for the structural equation model showed that path coefficients for social networks, product design, e-services, marketing communications, value chain and knowledge sharing were 0.79, 0.76, 0.57, 0.72, 71, respectively. 0 and 0.73. The results obtained social networks have the highest share and electronic services have the lowest share in this model.