دو ماهنامه بررسی های بازرگانی
سال هفدهم شماره 94 (فروردین و اردیبهشت 1398)

The purpose of this study is to investigate the information incentives and social influence effects on consumer behavior of the online festival in the DJ Commodity Online Store. The research is an applied research, descriptive survey with survey strategy based on a questionnaire tool. The statistical population of this research is the customers of Dildo Commodity Amazing Yalda Design. 384 questionnaire was distributed among them selected by random sampling method. Validity of the questionnaire was verified by the experts and academic staff. For reliability calculation, Cronbach's alpha coefficient was used, all values above 0.7 were indicative of high reliability of the questionnaire. Structural equation and SmartPLS software were used to analyze the data. The results show that information incentives and social influence have a positive and significant effect on consumer behavior of online festival buyer.

Today, one of the best ways For a business company to reduce its costs is the tendency toward marketing through social media, especially social networks. Despite the fact that this area is very popular in comparison with commercial marketing, it is very much considered to be due to the pervasiveness and accessibility of today's society. The purpose of this research is to Investigate the relationship between social media marketing and customer commitment with the mediator role of brand value. Data collection is based on a Sample of 390 women dressed in Internet shopping. The relationship between variables was investigated through structural equation modeling with AMOS software. The results indicate that social media marketing has a positive impact on the brand value dimensions; the positive impact of brand value has also been confirmed on customer commitment. Brand equity also has a positive mediating role in the relationship social media marketing  and customer commitment.

The purpose of this research is to investigate the effect of anticipation factors, perceptual factors and expected factors on customer experience management in banking services. The research method used in this research is quantitative. The technique used to collect the data is a fieldwork method and a tool for collecting data from a researcher-made questionnaire. validity of the questionnaire was determined by Qualified professors and its reliability was obtained using Cornbrash's alpha of 90%. Data is based on a sample of customers from Kermanshah Maskan Bank; 384 people Were selected using Cochran's formula for unknown societies. Data analysis was done using SPSS and Amos software. The results of data analysis indicate that expectant factors have a 43% impact on customer experience management; perceptual factors have a 51% impact on customer experience management and ultimately care factors hav a 38% impact on customer experience management.

The consumption of domestic products is a  key Factor to stimulating economic development in each country and moving it forward. Nevertheless, the policies adopted by the authorities to buy domestic products by consumers, largely confronted with foreign products in the market have been defeated. This issue becomes more prominent when there are conflicts between Iran and the United States as the country of origin of some products. The purpose of this study is to investigate the effect of hostility with the country of origin on consumer sentiment. The statistical population of the study includes citizens over the age of 18 years in zone 5 city of Tehran. A sample of 384 people was selected through available sampling method and the data were collected through a questionnaire and library studies. In order to test the hypothesis of the research, the structural equation model and especially the path analysis technique have been used and Spss 17 and Smart PLS software have been used for this purpose. The results indicate that there is a reciprocal relationship between hostility with the Americans and the image of the country-the American product of nationalism and the desire to buy Iranian consumers.

Steal marketing as one of the important new marketing techniques has become at the center of attention of many business and marketing managers during recent past years. This article aims to introduce historical root of stealth marketing and methods of applying it. The methodology of this article is based on a descriptive and documentary method; Using the analyzing and integrating the results of previous studies, referring to real examples of the business world and introducing some techniques based on four elements of mix marketing a conceptual model has been formulated. At the end, efficiency and effectiveness of stealth marketing strategies and the related moral considerations has been discussed.

By drawing researchers’ attention to customer value and its status in marketing, the study of customer experience (CX) has become a prominent trend in the field of consumer behavior. During the last decades, customer experience has been analyzed from different views, and increased importance now being placed on implementing a customer experience as an organizational value. By reviewing the related literature, from 1960s to 2019, the current article tries to examine the emergence and development of CX as well as analyse the dimensions of CX and its creation stages. The results indicate that CX positively affects the financial performance of businesses. Also applying customer experience can promote the position of businesses in customers’ minds, help them have better interactions with their customers and have an influential effect on customer loyalty. Moreover, experience economy, experiential marketing and emerging of omnichannel communications have played a significant role in creation and development of customer experience.