مجله مطالعات رفتار مصرف کننده
سال ششم شماره 1 (بهار و تابستان 1398)

Several research suggests that todays, as long as Sellers do not Act fairly in market, consumers will not encourage loyalty and re-purchasing, there are numerous factors that affect consumer perceptions that the main purpose of this study is to investigate the effect of price difference and The hierarchical and native social norm on a fair pricing perception by explaining the role of the source of financing. present study is a descriptive-survey research method, and in terms of purpose and Data collection is a library-field. present study was based on a pilot factorial design with eight different role playing scenarios, which was distributed in the form of a questionnaire among the customers of the International Parsian Hotels, and Data were collected from 240 questionnaires were analyzed. The results of the research show that there is no significant difference between the effect of price difference at two prices of 10,000 Toman and 150,000 Toman on fair perception, but there is a significant difference between the effect of hierarchical and native social norms on perception Fair. as well as the results of factor analysis showed that the interactive effect of the source of financing by the person or organization was confirmed in relation to social norms and fair perceptions, but the interactive effect of the source of financing by the person or organization was not approved in relation to price differences and fair perceptions.

Nowadays, in competitive online environment, content creators of websites are having trouble attracting visitors to their websites. The need to increase traffic to websites or increase the number of visits to the site is because it reflects the visitors' interest in the content of the site and thereby increases the site's sales potential. In fact, this indicates that the content of the site is changing the customer's buying pattern. So, in light of what has been said, one can boldly claim that one of the most effective and optimal ways is to use content marketing techniques in terms of low cost, efficiency and attraction of users. Content marketing refers to activities related to creating and updating website content to attract and retain internet users on websites. The main purpose of this study is to investigate the effect of how content marketing is applied to website re-visit intention in emerging businesses with moderating role of website quality. That is to say, the research concern of the researcher in addressing the aforementioned studies is increasing the number of website visitors and attracting users and customers as one of the most important concerns of Internet businesses, especially emerging businesses, of course, to solve this problem. And there have been a variety of marketing practices, including content marketing, so it can be concluded that the shift from traditional marketing strategy to content marketing and digitization to the requirements of today's emerging Internet businesses to increase site visits and engagement. Users and retain customers. But the important point is to look at how content marketing can impact website re-visitation. Therefore, the issue raised in this study is how content marketing impacts the intention of website visits to emerging Internet businesses. Also the main question of this study is: "Does the use of content marketing have a positive and significant effect on the intention of website visits to emerging internet businesses?" So in the next article, we first examine the concept of content marketing and its importance in helping customers make informed decisions and then study backgrounds around the research topic to clarify what research has been done so far. What dimensions are considered then the theoretical basis for the research on the institutional and value-based nature of research? After explaining the research methodology used, the hypotheses were tested as follows: 1- Content marketing has an impact on the intention of re-visiting the site. 2- Content marketing has an impact on the intention of re-visiting the site with the moderating role of website quality. 3- The quantity of content on the site affects the intention to re-visiting the site. 4- The quality of the content of the site affects the intention to re-visiting the site. This research is descriptive-survey in nature and method and it is applied in terms of purpose. The data collection tool was a questionnaire. Because of the unrestricted population, the sample size was determined by Cochran formula and 100 were obtained. In order to ensure the collection of questionnaires, 110 questionnaires were distributed among individuals through simple random sampling. 100 questionnaires were approved and reviewed. Given that the sample population is 100 and the minimum number of respondents in the Likert scale is 100, a 5-point Likert spectrum was used to respond to the audience, including: Very low, low, medium, high and very high. Subjects were provided to measure their reliability. For this purpose, Cronbach's alpha method was used. The calculated alpha value for each criterion was as follows: Content marketing with 12 questions in the questionnaire and Cronbach's alpha 0.904, site visit with 6 questions in the questionnaire and Cronbach's alpha value. 0.833, Website quality with 11 questions in the questionnaire and Cronbach's alpha value 0.914, Content quality of the site with 5 questions in the questionnaire and Cronbach's alpha 0.869, Content quality of the site with 7 questions in the questionnaire, and Cronbach's alpha value of 0.856 . Since the Cronbach's alpha values ​​are higher than 0.7, the reliability of the questionnaire is confirmed. Then, in the discussion of data analysis, two sections of descriptive statistics and inferential statistics were conducted. In the descriptive analysis of information, firstly, the demographic and demographic characteristics of the respondents were discussed and then analyzed and analyzed. Demographic characteristics were analyzed using central tendency indices and their dispersion, which were facial or fashion. Based on the calculated sample size, the descriptive statistics of the survey participants show that 27% of the visitors visit the site once a week, 33% of the visitors visit the site once a month and 40% of users visit the site once a month. Sixty-one members were female and 39 were male, 51% of them are married. Also, the number of people older than 30 years has the highest frequency (52%) and most of the Persons have a master's degree and higher (64%). Also 40% of the Persons are employees with the highest percentage. The results show that the number of people referring to the site had the highest frequency (58%) and that of the total number of people who visited the site to use educational content comprised 42% of the total sample size and should be noted. Of the 42% of visitors to the site to use educational content, this indicates the production of valuable content needed by users. So using site content to attract visitors or in other words, content marketing is a feature of this Internet business; on the other hand, 58 percent of visitors visit the site to buy, according to the site's statistics system, 56 percent of these visitors visit their engines daily. Search engines are coming to this site, which also indicates that there is strong and useful content on the website that has boosted the site's ranking in search engines. Then, in the inferential statistics section, first, using Pearson correlation test, to determine the correlation between the research variables and the meaningfulness of the relationship between them, because all coefficients are higher than 0.5, the assumption of the independence of the variables is not confirmed and the correlations at the level 95% confidence makes sense. Then, the research hypotheses were analyzed using structural equation modeling technique. After analyzing the data using Structural Equation Modeling technique, due to the larger value of “t”, the value of 1.96 for the variables: content marketing with moderating role of website quality, quantity as well as site content quality; significance of all three variables was significant. Confirmation of intention to re-visit the site at 95% confidence level and based on standardized coefficients of path between variables: content marketing and re-visit intention, quantity of site content and intention to re-visit the site and ultimately quality of site content and intention Re-visiting the site reveals that the content marketing variable is important 46%, site content quality 19% and site content quantity 60%, explain the changes in intention to visit the site and have a positive and significant impact.

To diversify the channels of customer service in the banking system of Iran, including Internet banking, in order to provide consumers with easy and easy access to banking services, the Internet banking experience is a key factor in excellence in has become the current competitive environment. Hence, the assessment of user experience is the first step in the development of user-based electronic systems.

Several methods have been presented to assess the experience of the user. The heuristic method (qualitative method) is one of the most widely used methods for assessing the experience of interactive systems. This approach is an effective method for evaluating the UI based on the user-oriented design principle. This article examines the user experience on the websites of the Mellat,Melli, and Saman Banks as a case study, with Nielsen's ten-point principles (1994).

In this study, there are differences between the design of banks' websites, including some problems such as lack of knowledge of user waiting time, lack of logical location of information.

Among the three banks' websites that were evaluated, Saman Bank was more accessible than the other two banks, due to the simplicity and lack of unnecessary information in the system.

 The country of origin and the country's brand are powerful tools to differentiate products in the foreign and domestic market. The country of origin's power of a brand shaped by the image and perception of that country in the people’s mind abroad. The power of a national or domestic brand for the country's citizens or residents depends on the image of the country in people’s mind inside the country and nationalist tendencies of those people. Products made in a country are often loved in their domestic market and domestic manufacturers usually emphasize on their country of origin inside the country. Contrary to common practice in the Islamic Republic of Iran, many domestic products which made in Islamic Republic of Iran are distinguished for customers bybrand of the Republic of Turkey or What the Iranian people call the Turkish brand. Today term of Turkish brand is found in the slang terms in Persian language in the Islamic Republic of Iran. The Iranian consumers are interested in Turkish brand and products made in Republic of Turkey are widely sold in the Islamic Republic of Iran market. In this context many Iranian manufacturers introduce their own products as made in Republic of Turkey products or Turkish brand, and many Iranian vendors introduce made in Iran products with Turkish brand. In this situation, Iranian producers are the silent group on the Islamic Republic of Iran market.The purpose of this study is to understand the meaning of the silent group on the Islamic Republic of Iran market that's mean Iranian producers from the term Turkish brand. For this purpose researchers used an ethnographic research method with a critical approach. The statistical society of research is the producers in the Anzali Free Zone Area. Purposive sampling is used to select the sample members. The sample size is open to achieving theoretical consensus. In practicetheoretical consensus was achieved through twelve interviews. Semi-structured interviews, indirect and direct observation, presence in individual and collective actions, and taking notes from interviews are ways to collect data needed for research. After data collection, inductive approach was used through the open coding, axial coding, and selective coding to analyze the data. Investigating the data collected in the process of observation, interviewing, taking notes, extracting the proposition, open coding, axial coding and selective coding showed that the meaning of Iranian producers from the Turkish brand is “Turkish brand means reliable product that is produced in the good business space with the support of the nationalist government of Republic of Turkey and the nationalist people of Republic of Turkey” and it has three categories of “nationalist government of Republic of Turkey which supports Turkish brands”, “nationalist people of Republic of Turkey which supports Turkish brands” and “good business space in the Republic of Turkey”. The results of the study shown that in the minds of Iranian producers description of “nationalist government of Republic of Turkey which supports Turkish brands” has eight concepts consist of “Nationalist tendency in the government of the Republic of Turkey”, “The importance of the Turkish people to government of the Republic of Turkey”, “support of government of the Republic of Turkey for production”, “support of government of the Republic of Turkey for Employment”, “Proper communication of government of the Republic of Turkey with the industrialized countries”, “Compliance with the law on product production in the Republic of Turkey”, “Importance of Turkey's image in export forthegovernment of the Republic of Turkey ” and “the government of the Republic of Turkey's efforts to improve the Turkey's image abroad”. Description of “nationalist people of the Republic of Turkey which supports Turkish brands” has three concepts consists of “the proud of Turkish people to the republic of turkey”, “the proud of Turkish people to the Turkish brand” and “Preference of Turkish brand by Turkish people”. Description of “good business space in the Republic of Turkey” has eight concepts consists of “high-quality production resources in the Republic of Turkey”, “Trained and diligent manpower in the Republic of Turkey”, “Production of high quality products in the Republic of Turkey”, “Production of reliable products in the Republic of Turkey”, “Suitable situation for production in the Republic of Turkey”, “Competitive market in the Republic of Turkey”, “Competition of Turkish products with other countries products” and “Good export platform in the Republic of Turkey”. While Iranian manufacturers believe to the nationalism in the Republic of Turkey, the ruling party in the Republic of Turkey is widely known as an Islamist party.

Little is known about consumers' behavior especially their choice behavior toward purchasing and consuming hedonic products in developing countries. Hence, the aim of the present work is recognition, extraction of drivers and modelling of consumer buying behavior for hedonic products from discount chain stores. The study is a mixed approach with practical goal. Data were gathered from semi-structured interviews and review of the literature in qualitative section of the research. A grounded theory including open coding, axial coding and selective coding was used for analyzing the data. In quantitative section of the research, data were gathered through questionnaire and we used structural equations modeling for analyzing the model. We found 6 main categories (hedonic motivations, store attributes, Individual factors, strategies, consumer purchase intention and customer loyalty) and 23 factors for proposed model of consumer purchasing behavior. The results in the quantitative section show that there are significant impacts on purchasing incentives, store features, individual characteristics on strategies and communications. Strategies and communications also have a positive impact on customer loyalty on the selection of products.

The purpose of this study was to investigate the effect of social network marketing communication on brand equity, relationship equity and customer responses. The dimensions of social network marketing communications were entertainment, interaction, being up-to-date, customization, and word of mouth. Brand awareness and brand image were considered as two main dimensions of brand equity. Brand preferences, higher willingness to pay, and brand loyalty were considered as the main dimensions of customer responses. Content validity was used to measure the validity of the questionnaire and for its reliability Cronbach's alpha was used, which was 0.89. The statistical population of the research is the users of the Dorsa Leather Instagram Social Network. Due to the high volume of the statistical population, a simple random sampling method with a sample size of 300 individuals was used. The collected data were analyzed in two levels of descriptive and inferential statistics. Structural equations modeling was used to investigate the research hypothesis and to test the model. According to the results of this research, marketing managers can be suggested to use the predicted mechanisms in social network marketing communications as well as to engage their brand activities in social networks (including the Instagram). Customer responses to this Observing activities and using these mechanisms, customer loyalty will strengthen their brand and receive responses from customers to increase brand satisfaction.

Consumers always seek out markets that meet their needs most efficiently; they always look for quality products and services. Advances in information technology have introduced and developed a new form of market, i.e. Internet/online market. Online markets have set their eyes on satisfying the internal and external needs of their customers by offering authentic brands. Some of these markets even try to generate demands by limiting the quantities or time for the purchasers. The present study aimed to identify the factors affecting the concept of scarcity marketing with an emphasis on the role of brand authenticity. This was a fundamental research trying to work out a conceptual model for the explanation of scarcity marketing focusing on the brand authenticity in relation to the behavior of online shoppers. To this end, the author employed a mixed methodology. In the qualitative section, the Grounded Theory including open, axial, and selecting codings was used in order to develop the research model. In the quantitative section, a descriptive survey came to use and the model was tested via PLS software. Afterwards, the results were confirmed in a goodness-of-fit model, and presented in the form of 5 categories and 33 minor subcategories.

Chinese automotive brands have grown in the Iranian market during recent years and their market share has increased. In this research, researchers have purposed to find out what attitudes exist in the audience and how their attitude makes them buying Chinese cars. In this research, the Zaltman Metaphor elicitation technique (zmet) method was used for data collection. The study population was people who, having acquired information from the automotive industry over the past year, bought cars or plans to buy a car in the next year. The findings of the research showed that the characteristics, functions and values of Chinese cars are mostly negative and there is no positive attitude towards these brands. Positive attitudes featured relatively low prices and low fuel consumption, with negative features including high costs, sales risk, baccalaureate, poor country brand and low product quality. Compared to previous research, research has mostly had the same results in terms of attitudes, features, functions and values, and showed that, as in many parts of the world, there is no positive attitude towards the brand of China and Chinese products, but due to the activity of these brands In the markets of developing countries and audiences who are not financially powerful, despite the negative attitudes of these products, they are bought from coercion.

What has become a challenge in Iran and in the current state of the country is the consumer's view of the superiority of foreign products. According to domestic studies, the tendency of Iranian consumers to buy Iranian goods is less than optimal. This issue has become one of the concerns of Iranian officials and producers. Each consumer has preconditions for choosing the products they want, and each person forms a system of personal structures and uses it to mean the world around them. In other words, the behavior of individuals is guided by these cognitive structures, which, if correctly identified, lead to a deeper and more coherent understanding, as well as the creation of new insights on the subject under study for researchers.In this regard, fifteen consumers with high involvement about the country of origin were interviewed according to Zmet technique and consensus map of Iranian products were elicited. This map contains thirty-seven mental constructs and constructs such as “throw out money”, “unreliability”, “feel cheated” lack of innovation”, “lack of trust”, “avoiding the Iranian products”, “poor design”, “low attractiveness” and “lack of beauty” are seen among them.Finally, the relationship between constructs is analyzed and the central constructs include “low durability”, “low productivity and fraud in production” and “low quality” that control a large number of constructs which cause their arousal in the minds of people are elicited and recommendations are provided based on the consensus map

Branding is raised as a new form of connections between the banks and their customers for the purpose of competitive requirement and dominant paradigm in the marketing of banking industry.This concept is very dynamic and despite extensive researches, it has not been adequately examined. The aim of this study is Leveling and Identification of brand constituents in the banking industry which is considered both Developmental from the conclusion point of view and Apllied respecting the goal. This research uses the mixture method in the way that the factors of brand constituents in the banking industry were firstly identified by studying the theoretical foundations and using the Delphi method, then leveling the branding factors through an Interpretive Structural modelling approach. According to the research findings the eleven factors of branding in the banking system are classified in five levels; brand loyalty at first level; brand affect, brand attachment and brand trust in the second level; brand commitment, brand satisfaction, brand personality, brand reputation and the perceived value at the third level, the services quality at the fourth level and brand identity is at the fifth level.

In recent decades, social marketing has been recognized as an effective attitude to behavior change. Today, smoking is one of the health concerns for young people. Graphical warning messages are one of the initiatives developed in social marketing, which aims to increase crack action or reduce smoking. The purpose of this study was to investigate the effect of graphic warnings on cigarette packs. In the survey, data were collected from 126 smokers in Tehran universities. The results showed warning levels in the light of the frequency of smoking is likely to lead to fear, and fear affects the health threat from smoking. However, findings show that graphical warnings do not affect the thinking of treating, but in interaction with the frequency of smoking, it can affect the thinking of smoking cessation. The results of this study also show visual messages are more effective than verbal messages.

Buying is one of the essential tools for meeting basic needs and satisfying mental needs. The purpose of this study is to understand the Women's buying behavior before the Iranian ancient Nowruz, in order to gain a deeper and more profound insight into this phenomenon. Therefore, attention to buying behavior before Nowruz from the Iranian women's point of view is the innovation of this research. The present study is based on a qualitative approach based on the interpretative paradigm that has been implemented through phenomenological research strategy. In order to collect data with thirteen housewives and employed who had a child have been semi-structured interview. They were between the ages of 30 and 40 years old. The Van Mennen method (in-depth analysis) was used to analyze the interview data. The findings of the research consist of three aspects: "the nature of buying before Nowruz", "the consequences of buying before Nowruz" and "the process of buying before Nowruz". The results of the research show that the phenomenon of buying before Nowruz has four parts: "Completion of hard days", "happiness and impulse", "self-expression" and "childish nostalgia" and has positive and negative economic, social and psychological consequences.

One of the significant challenges of service marketing and also its distinctive feature is being intangible. Because of this difficulty, marketing and selling services are more complicated than commodities, and success in it requires more effective branding. Good brands have loyal consumers. Brands are so valuable that some companies add their brand value to their balance sheets as an intangible asset. Branding is a set of strategies that identifies one brand and differentiates it from other competitors’ brand. At present, two prominent features of the insurance industry in Iran are the competitive market (because of the existence of over 20 insurance companies and low market size) and the non-differentiation of insurance policies offered by insurance companies, decreasing operational profit. Practically companies in the insurance industry are in a price war. With this situation, the managers of the insurance companies are not only under increasing pressure to acquiring a market share but also they have problems to communicate with their current customers. One of the ways that insurance companies have used to tackle these problems is brand restructuring. The overall purpose of this study is to design a model of service branding in commercial insurance companies in Iran. Based on the purpose, the method of the present study is a mixed method (exploratory and descriptive-survey) and based on collecting data method is field-library. The research was conducted in the first phase based on the qualitative approach using the grounded theory method. In the qualitative phase, 40 interviews were conducted with insurance industry experts (mainly middle and operational / PR managers). As a result, the most important indicators of effective branding in commercial insurance companies were extracted. In the second phase of the research to determine the priority and importance of the variables, 420 questionnaires were distributed among the population, which 354 questionnaires were completed and gathered (according to the sample size). Data were analyzed using exploratory and confirmatory factor analysis. In the qualitative part of the research has been identified 132 concepts, 25 categories, and seven general axes for the branding of commercial insurance companies including technical, support and management capabilities, as well as service marketing mix, environmental conditions, Internal Sales and Marketing Strategy. The results of the second phase of the study indicate that the indexes of each of the seven factors have factor-loading more than 0.40 and the t-value for each of factors is more than 1.96, which is valid. The best rank belongs to technical capabilities (3.91) and then support capabilities (3.70), service marketing mix (3.66), environmental conditions (3.45), internal marketing (3.38), management capabilities (3.23) and sales strategy (3.18). They are all meaningful. The ranking of the factors influencing on the branding of insurance companies shows that technical capabilities (issues related to issuance and risk management) have the most impact on branding and the lowest impact belong to sales strategies. Perhaps one of the reasons for the less priority of sales strategies in this study "compared to other factors" does not trust the insurance companies to marketing activities, because from the perspective of experts of the insurance industry, technical aspects of insurance are the most importance. From the experts' point of view, technical issues should be at the heart of the branding of insurance companies and their differentiation. Insurance companies should focus on their technical issues. In this ranking, the next importance relates to the support capabilities of the insurance companies, which is not as high as the technical capabilities but secondarily. In other words, financial and investment management, information technology, and R&D are very important. The important of them may be due to the concern of insurance companies about paying loss and making an appropriate decision about investments. Financial and investment management is one of the essential aspects that have a significant impact on the branding of an insurance company. At present, the public perception of insurance companies is that they receive premiums, so they try to make as little payment as possible. If insurance companies: 1) receive a premium based on risk (technical capability), 2) deal with the loss and decide to pay fairly and adhere to the standards (insurance capability), and 3) make decision about investment appropriately, They can then pay damages in a way that will gradually erode the negative public image of themselves and build a more favorable image of their brand. Strategic marketing is the next important factor. One of the significant weaknesses of insurance companies is, not defining their target market and do not make differentiated in their product seriously (all insurance companies policies are more or less similar, and they offer identical insurance). Given the importance of rates and processes in this area, it seems justified to rank high. Not being first in the ranking (management capabilities and sales strategies) does not show less effect of them on branding. But it shows the importance of environmental and internal marketing conditions in the branding of insurance products/services. For example, if a company ignores environmental issues or regulations of the supervisor of the industry, its brand will be quickly threated to severe damage by the media and public. Internal marketing in both divisions (insurance company staff) and (agents and marketers) is also crucial because of the specific nature of the insurance services/products and the specific complexities of it and the need for clarification.

Purpose of the research was content analysis of researches in the field of sales management & sport consumer behavior in Iranian science journals of Sport Management. This was a mixed method based on content analysis. The statistical sample was the whole number, includes articles published the Iranian scientific journals, from )2003 - end of June 2018( was 331 articles. The research tools were coding sheets, Their validity was confirmed by sports marketing experts & reliability was obtained by the coefficient of agreement between coders by the P-Scott formula (94%). The majority of researches were published in the journal of Modern Approaches to Sport Management with 36 articles. The focus of them was on assessing the effect of branding (14.2%), the field of researches was the psychological dependence of sports consumer (21.51%). In (86.7%), quantitative research & (46.85%) of them was used by SPSS software. Over (96.4%) of researches, had a practical purpose. The group of customers sport goods and services with (39%) were the dominant level of analysis of research, (39.2%) of studies was conducted. (97.6%) of researches used cross-sectional data, (80.65%) with the research questionnaire tool. Longitudinal data were not used. (31.43%) of researches were conducted nationally, (43.2%) were published by 3 authors (52.85%) of them had, at least, one female author. Research trend has grown substantially, since 2013. Therefore, it is expected that studies, will identify existing and past issues and provide a futuristic approach to discovering opportunities and directing future research to those involved in the field.

Today, the existence of a competitive market and a variety of products have transformed the business world.In the past, businesses were more traditionally run and there was no trace of the new concepts of marketing and advertising, but in modern times, new concepts have emerged in this fieldand the customer is regarded as the center of business activity. Businesses have found that if they keep up with their old and traditional trends and neglect customer-related issues, it will not be too late to be shaky and eliminated from the competition and replaced by New and powerful players in the business arena. The use of social media in today's society is expanding and growing. Most people use this media to meet their needs in various fields. One of the most important uses of social media is in marketing and business and therefore the concept of social media marketing is particularly important. Businesses and marketers have been turning to social media marketing for a variety of reasons and using social media for marketing their goods and services. Due to the rapid growth of social media use this tool plays an unmatched role in human life. On the other hand, other important concepts that are always of interest to businesses are customer experience and customer response concepts. Businesses and marketers are always looking to improve the experience and response of their customers and be able to create positive and enjoyable experiences and useful and effective responses to their customers. Creating lasting, great experiences for customers greatly increases the chance of business success. One of the major concerns of businesses is to create pleasant experiences and develop, thrive and improve the business. Positive Customer Response to Business As well as a pleasant customer experience can help the business prosper and On the contrary negative customer response to business and activities can cause stagnation, decrease sales and profitability, and ultimately business closures. The purpose of the present research is to design a model for improving customer experience and response using social media marketing.  Therefore, identifying categories that improve customer experience and response and the strategies needed in this field are the goals of this research. The research was carried out using the systematic grounded theory method. Because the purpose of the research is to design a model for improving customer experience and response using social media marketing and it is a topic that has not been taken into consideration so far and there is no theory or hypothesis about it and there seems to be a theoretical vacuum in this area, Therefore, the grounded theory method was chosen. The research community includes all social media marketing experts and customers who use these media to search for the products they need. Sampling in this research is a theoretical sampling. In this study, both library and field methods are used. The library method is used to review the literature on the subject and background of the problem and the relationships in the research problem. This method utilizes internal and external scientific books and articles related to research, sites and computer information systems, scientific databases and social media. The field method used in the present study is interviewing.The data were collected through interview tool. Interviews continued until theoretical saturation. In this research, the path of the interviews to reach the research objectives continued until the data reached saturation and no new concepts were extracted from the interviews. In total, Interviews were conducted with 14 of the customers and the professionals who use social media marketing in the field of clothing and in the city of Isfahan. Promoting customer experience and response in the field of apparel reinforces both the domestic and foreign markets of these products, and retailers can boost their business with the lowest cost and highest returns using social media marketing. Customers can also easily search, select and purchase the products they need. In addition, if this improvement in the experience and response of customers in the field of domestic apparel is achieved, it will improve and grow the country's garment industry, which contributes significantly to the country's economic growth. Validation was done using criteria such as acceptability, transferability, reliability and verifiability and then by the pluralism method. In pluralism, three methods were used. These methods were: calculation of test retest reliability (pluralism in interviewee), test retest reliability (method plurality) and reliability calculation between two coders. Data analysis was performed through three types of open, axial and selective coding. In the present study, the researcher conducted a detailed analysis of the interviews and began coding them during the interviews. At first, initial codes were identified and then, with careful analysis and continuous comparison, conceptual codes were extracted considering similar codes. During the open analysis and coding process, 180 conceptual codes were obtained. Then, by analyzing conceptual codes and summarizing and classifying these concepts, 19 categories of concepts were extracted. Then, in the axial coding step, the coding was performed around the obtained categories and it was attempted to put the relevant data together. Subsequently, attempts were made to label such conditions as causal conditions, context conditions, intervening conditions, strategies and consequences. Finally, in the final stage of coding, ie, selective coding, the central category was selected according to the criteria of its selection and the theory was integrated and refined and the research model was obtained. Core category of this study is customer engagement and the use of social media marketing. This category has frequently appeared in the data. The results of this study show that time management, cost management, leisure management, choosing the right product, desire for comfort and social influence are the causal factors that drive customer participation and use of social media marketing. These categories lead to customer experience and response through current research strategies namely social media capabilities, customer dynamics and perceived value. Also, trust and perceived risk categories are the intervening conditions of the research. Finally, Information and communication technology and relationship marketing categories form the context of the present study.

Today, exports and, in particular, the marketing sector in this area have been raised as a factor for competitive advantage for developing and developed countries. On the other hand, the export of cultural products as products that can represent the real and cultural image of our country and is a significant contribution to the export of non-oil products has been taken into account in recent years in various ways. Undoubtedly, identifying factors and designing an effective model for exporting cultural products in the scientific community is remarkable. The research method used in this research is a qualitative-quantitative mixture. First, the factors affecting the export marketing of more than 120 factors in the literature of the research were identified and then, using the "seven-stage comprehensive method", 33 important factors were identified and case exploratory factor analysis. In the quantitative analysis, 29 factors that have been confirmed by factor load have been classified by main components analysis in six concepts and identified as a model for success in marketing the export of cultural products. According to the results of the research, it can be said that the process of exporting cultural products depends to a large extent on the perceptions and interactions of the customer that derives from the company's capabilities and product features that are known as effective internal characteristics, and the influential external characteristics are located the second rank.