The purpose of this study is to investigate the effect of hotel features performance on electronic oral marketing behaviors (studied in Kish Island hotels). The present research is applicable in terms of purpose and descriptive-survey in terms of nature and method of data collection; and is specifically based on structural equation modeling. The statistical population of the study is all customers of Kish Island hotels, which are 54 hotels and apartment hotels in the first six months of 2020. According to surveys, about 200 people have stayed in these hotels in the last 6 months, and based on the available community and Cochran's formula, 322 people have been selected by cluster sampling method as a sample. Two questionnaires were used as collection tools in the present study, including the Hotel Reputation Performance Questionnaire from Khan et al.'s (2017) questionnaire and word-of-mouth e-marketing questionnaire from the standard word-of-mouth advertising questionnaire of Bamboer et al. (2011). Findings showed that the performance of hotel features has a significant effect on word-of-mouth e-marketing behaviors. Hotel environment and facilities have a significant impact on word-of-mouth e-marketing behaviors. The competence of hotel staff has a significant effect on wordof-mouth e-marketing behaviors. The hotel-to-guest experience has a significant effect on word-of-mouth e-marketing practices. Hotel location has a significant effect on word-of-mouth e-marketing behaviors.

The aim of this study was to examine the effect of experiential marketing on impulsive buying tendency word of mouth with the mediating role of satisfaction and emotional response of sporting goods customers. The statistical population consisted of customers of sporting goods stores in Kermanshah city. Due to the lack of official statistics, the population was considered as unlimited and 384 questionnaires were collected using Cochran formula for sample size calculation. The research method was descriptive-correlation and applied in terms of objectives. Experiential marketing questionnaire (Schmitt, 1999), impulsive buying and word of mouth marketing questionnaire (Flynn et al. 2000) and the researcher-made questionnaire of satisfaction and emotional response were used. The data were analyzed by SPSS and AMOS. The content and construct validity of the questionnaire was confirmed and the general stability of the questionnaires was calculated as 0.89. The results showed the positive effect of the experiential marketing components on impulsive buying and word of mouth marketing with regard to the mediating role of satisfaction and emotional response in customers. Sporting goods marketers can use experiential marketing to obtain customer satisfaction, encourage them to buy and turn the customers their advertisers.

The purpose of this study was to investigate the effect of personal interaction of sellers on the tendency of customers to word-of-mouth marketing by considering the mediation of effective customer experience and moderation of customer ethnicity and the desire for foreign product among customers of Janbo chain stores in Tabriz. The statistical population is the customers of Janbo chain stores in Tabriz. To determine the sample size, considering that the target population is unlimited, the Cochran sample size determination formula was used and the sample size was 382 people. Sampling method is available in the present study. Data were collected through a questionnaire and to calculate the reliability of the questionnaire we used Cronbach's alpha coefficient, the value of which was calculated for the whole questionnaire 0.874. Also, SPSS software version 25 was used for data analysis and Smart PLS software was used for inferential statistics and hypothesis testing. The results of the study indicate a positive and significant effect of personal interaction of sellers on the desire to market word of mouth to customers and in this regard the effective customer experience has a mediating role and also the moderating effect of customer's ethnicity and desire for foreign product on effective customer experience. Took. Therefore, the main question of this research is whether the personal interaction of sellers affects the desire for word-of-mouth marketing through the mediation of effective customer experience and moderation of customer ethnicity and desire for foreign products among customers of Janbo chain stores in Tabriz?

Despite the importance of marketing in today's highly dynamic business environment, many companies continue to have under-developed competencies in marketing and understanding customer needs. Virtual co-creation, as a new and growing phenomenon, provides marketers with the opportunity to better understand consumer needs and to reduce failure rates by offering products consistent with their preferences. Given the importance of co-creation phenomenon and the fact that current studies are mostly conceptual, analyzing the value of co-creation from the companie's perspective and neglecting the consumer's value perceptions, therefore, this study aims at deploying TAM to empirically investigate the co-creation value from consumer's point of view considering time risks, and to determine the effect of co-creation intention on positive Word-of-Mouth. To do this, Shatel's Voice of the Customer website was selected as an example of the research and a questionnaire was distributed among 446 customers of the company. Data analyzed using Structural Equation Modeling performed by SPSS18 and AMOS22 statistical software. Results showed that despite the stated risks, customers perceive co-creation valuable and intend to use it in the future, which further leads to positive WOM. Thus, considering the value of co-creation for companies and consumers, it is valid to posit that co-creation is an idea central to marketing and should be incorporated within firm's innovation and NPD strategies.

Cinema industry of Iran can benefit from opportunities of social media to advertise its products. In this paper, Delphi method was used to identify key factors on the marketing of Iranian cinema through social media in three phases. 18 members of specialists in fields of communications, media economics and marketing are gathered in the Delphi Panel. Finally, technical factors include "social media security" and "graphical quality of social media", content factors including "movie quality", "attractiveness of the teaser ", "posting attractive conversations", "The opinions of who saw the film", "opinions of Criticism and Cinema fans" and "The Presence of Cinema Stars", Process factors include "the correct choice of social media", "Social media reputation", "word of mouth marketing", "making groups of people interested in movies", "interaction and communication with users" creation a social page at the time of making movie", "knowing the audience", "playing behind the scenes of the movies", and "advertising by fans" and key factor in managing message, include "publication the correct information", were agreed between experts.

This study examines recent research on the role of digital marketing in consumer behavior, which focuses on three dimensions: (1) mobile applications, (2) social media platforms, and (3) Electronic word of mouth. The main purpose of this study is to clarify the role of digital marketing on consumer behavior with a particular focus on the tourism sector. This study helps guide the future advances of digital marketing in the field of tourism by strengthening the body of related science and knowledge. The literature thoroughly demonstrates the importance of digital communications for tourism competitiveness, word-of-mouth marketing, tourist behavior, and their use of social media and mobile applications. This study also participates in the academic field by identifying some gaps in existing research and providing a blueprint for both future research and a possible roadmap for decision makers.

Here, the aim was to study the Factors affecting the intention of tourists to visit the tourist attractions of Kerman province with emphasis on e-marketing. The present study is a descriptive correlation in terms of method of data collection and analysis, and the data collection tool in this study was a standard questionnaire. The validity of the questionnaire was calculated and confirmed using confirmatory factor analysis and content validity. The reliability of the questionnaire and its variables were calculated and confirmed using Cronbach's alpha coefficient. The statistical sample of the study consisted of 433 Iranian and foreign tourists who visited the tourist attractions of Kerman province in 2020-2021. Due to the prevalence of coronary heart disease, the research questionnaire was distributed and collected in person or after receiving the e-mail address. The results showed that electronic advertising with a coefficient of 0.73 and a value of t, 10.276 has an effect on word of mouth electronic marketing, and with a coefficient of 0.26 and t, 4.626 on the destination image. Also, the image of the destination affects the attitude towards it with 0.93 and t, 13.341. Finally, the results show the effect of word of mouth electronic marketing with 0.16 and t, 3.725 and attitude towards the destination with 0.81 and t, 11.978 with the intention to visit.

Introduction and statement of the problem: Using social networks as a modern marketing and advertising tool has been predominant in recent years. The use of social media has changed the traditional business models becoming an ideal channel for doing business and telecommunication interactions. The rise of social networks has created opportunities and challenges for businesses and for the development of commercial relations as they improve business performance and benefit while creating challenges. According to Alexa, telegrams and Instagram social networking sites are most popular ones. Due to significant growth of distance sale, marketing and advertising companies in the telegram channels and Instagram pages, a question arises here as to what opportunities and challenges are for businesses using social networks? Because of the existence of various cultural and environmental factors in different countries, opportunities, and challenges in each country is different. This is also the case in Iran as not much research has been done in this area in Iran. Here we identify and evaluate opportunities and challenges of using social media in businesses in Iran.

Theoretical background: Today, social media is an important tool for managers and companies that use it, as they contribute to the creation of opportunities and new businesses by increasing their selling opportunities and revenue. Social networking allows individuals to create and publish a profile, create a list of other users with whom they share a connection, control that list, and monitor similar lists made by other users. Many businesses use the social media to engage in connection with their customers, to publicize their brand and to increase the word of mouth marketing. Businesses should consider each countries’ several aspects such as their economic, socio-cultural, environmental, as well as their technological environment. This will help them having a good understating of the role of social media in any business activity, as well as the role of government in the use of social media that can help them create opportunities and challenges.

Our research methodological approach was to use a mixed method, meaning to use both qualitative as well as quantitative research methods. First, we used in-depth interviews with 11 marketing and entrepreneurial experts who had business in social networks and were selected using judgment sampling method, we identified opportunities and challenges through content analysis. Then we used quantitative method for evaluation of the results using a questionnaire that was distributed among 390 samples who were active at least 2 years in social media business. These people were selected through snowball sampling. Finally, we collected the necessary date and analyzed them using the binomial tests.

Findings: Some of the results show that factors such as collaboration and two-way communication with customers, word of mouth, guerrilla marketing, branding, economic, socio-cultural, technology-related as opportunities, and political factors, uncontrollability of the messages, and audience limitations construct the set of challenges. Accordingly, the research results suggest managers to use traditional methods of exact definition of the target market, use new tools such as social networks in order to help their firms to reap the benefit of social media networks. The use of secure social networks help managers identify customers so that firms can use the customers' comments, which, by the way, can help them minimize the impacts of negative, or irrelevant comments that can damage the brand's image in the minds of the consumers. With an accurate planning in this area, customers are encouraged to express their needs and provide useful and constructive comments, so that the necessary feedback can be presented and possible errors can be corrected.

There are a number of factors affecting consumers' purchase behavior. It is believed that celebrities can affect selling positively by transferring their popular image to the endorsed product. But, it is heard lots about excommunicate behaviors in the sport world today. The main aim of the present paper was to explore the impact of doping scandal on sport marketing in Iran. Depth interviews data were analyzed in three phases: open coding, axial coding, and selective coding. 297 open codes were achieved by 18 interviews. Grouping axial codes in each case and comparing, all gained codes can be divided in five groups: brand image (athlete and endorsed product brands images), moral reasoning (moral coupling, moral decoupling, and moral rationalization), consumer behavioral consequences (word of mouth, purchasing intention, and brand loyalty), attitude change (attitudes change toward athlete and brand), and moral emotions (moral evaluation, contempt, anger, disgust, and sympathy).

In nowadays highly competitive markets، corporate managers are looking for new ways to make people aware of their products، and promote their brands. For this purpose، they use a variety of marketing techniques to attract more customers. One of the most effective techniques، based on communications between individuals، is electronic Word-of-Mouth (WOM) marketing. In recent years، the increase of Internet users in Iran has created a proper opportunity for companies to use this technique beside traditional marketing methods. Doing this، in addition to increase of their market share and raising their customer’s product awareness، they can improve the company''s brand. So it is necessary for companies to pay more attention to the virtual spaces where WOM communications take place and even control them. This study is implemented on the basis of a qualitative research method known as Netnography. Using MAXQDA data analysis software، we tried to empirically explore one of these virtual internet spaces. For this purpose، some topics of an Iranian Internet forum discussing around home appliances were studied. So after identifying the constituent factors of the forum، some correlations between these factors were detected.