فصلنامه تحقیقات بازاریابی نوین
سال نهم شماره 4 (پیاپی 35، زمستان 1398)

An international ecosystem of marketing is a network of different actors whose success and survival depend on each other. This concept implies that organizations should not be considered as separate actors but as part of an ecosystem. The main objective of the current research is to design an international marketing ecosystem for small and medium-sized enterprises(SMEs). In fact, this study was designed to identify the main actors of the international marketing ecosystem for small and medium-sized enterprises. The methodology used in this research is a combination of qualitative and quantitative methods. The statistical population of this study is Tehran's small and medium-sized enterprises which have an experience in international markets. The statistical sample of this research is also experts and professors who are familiar with the topic of this research and managers with experince of small and medium-sized companies which were identified through  snowball sampling technique. In the qualitative phase, the grounded theory method has been used. A total of 126 codes were identified in the form of sentences, pseudo-sentences, and words. The afforementioned codes are categorized into 24 concepts and 7 categories that include the following seven categories as major players in the international marketing ecosystem for small and medium enterprises: government, capital, market, nongovernmental organizations, infrastructures, culture, and educational institutions. In the quantitative part, for the confirmation of identified elements in the territory of the international marketing ecosystem, a researcher-made questionnaire, which was the result of the output of the qualitative research section, was distributed to 130 managers of the small and medium-sized enterprises in Tehran. Finally, the identified elements in the form of an international marketing ecosystem were designed by using expertise opinions.

The purpose of this study was to investigate the effect of levels of metacognitive difficulty in advertisement on mental involvement from persistence dimension. This research is applied with the method of quasi-experimental post-test with control group based on manipulation of advertising image quality. A total of 136 students of Yazd University were selected by convenience sampling method and were randomly assigned to 8 experimental and control groups with 17 members. The data of this study were collected from October 2017 to December 2018 by the implementation of MATLAB program. SPSS software was used for data analysis. Also, T-test was used to compare the mean of the two populations.  The results revealed that the individuals’ mental involvement was more in semi-complex advertising and luxury brand advertising. However, completely difficult or easy advertisement did not have a significant effect on the individuals’ involvement from persistence dimension

Life insurance policy surrender is one of the main challenges in enhancing penetration rate and life insurance development; so a proper understanding of motives, quality and process of the surrender behavior can help insurers to formulate and implement effective strategies to maintain the policyholder's loyalty and the contract. Due to the lack of a comprehensive behavioral model for life insurance surrendering, this study aimed to represent a better understanding of the phenomenon employing a qualitative research approach based on the grounded theory. Data were collected through in-depth interviews with 29 selected participants including policyholders, insurance agents, and life insurance experts, using theoretical sampling which continued until theoretical saturation. Data analysis was carried out systematically with open, axial, and selective coding mechanism, with a continuous iterative process between data, concepts, categories and the model. In this process, questioning and comparison strategies as well as memos, diagrams and paradigm tools were utilized to analyze the data. The research acceptability was considered based on the Corbin and Strauss' indices. As a research output, a cognitive-psychological model of life insurance surrender behavior was presented in the context of micro and macro environmental conditions and internal or individual circumstances in which post-purchase uncertainty affected the assessment of communication, and interactions and perceived behavioral control caused attitude uncertainty which, along with situational factors, particularly financial need and impulsive behaviors, cognitive, and psychological biases and intentions lead to life insurance surrendering.

Considering the increasing usage of smartphones, serving customers has taken a different form. In recent years the number of Iranian users on social media platforms such as Instagram has had a noticeable rapid increase. Therefore, lots of small and medium sized businesses share their products and services with consumers via their pages on social media and sell them online. The aim of the authors was to understand how much Instagram users trust business pages and to what extent these pages impact the purchasing decision of the consumers. In this study, using the regression model, the relationship between gender, the number of pages a customer follows on Instagram, the number of people the customer is following, the number of pages they follow the business page and the number of times a customer checks his Instagram page per day have been evaluated as independent variables. The amount of trust he has in purchasing from a business page was the dependent variable. The data were collected through surveying 136 Instagram users in Iran. The regression model was used to analyze the data. The research results showed that of the set of predicted factors, only the number of times a customer checks his Instagram page has a significant effect on his trust when purchasing from business pages.

The growing trend of setting up commercial complexes and attending consumers to these centers has made sales management in commercial complexes increasingly important. The aim of this paper was to identify and prioritize internet advertising methods in commercial complexes (case study of Tehran Arg complex). This research was a mixed exploratory study consisting of two qualitative and quantitative phases. The statistical population of the study was experts with a real estate background and the methods of theoretical sampling and snowball sampling was used to collect the data. In the present study, 8 experts in the real estate industry were interviewed and information was obtained from those who could potentially answer the research questions. The results of the research in the qualitative phase indicated the identification of methods for online advertising including advertising on social networks, creating a website, influencer marketing, stepper advertising, guerilla marketing, viral marketing, creating a customer club in cyberspace, advertising in web pages, email marketing, virtual tour, and online sales and information. The results in the quantitative part of these methods, based on the best-worst-case fuzzy mathematical technique indicated that advertising on social networks was the first priority and online sales and information were the last priority.

In any business, developing new products is necessary to meet customers’ needs. The production and application of marketing knowledge has shaped the marketing capabilities that lead to the development of new products. On the one hand, the challenge of accessing market knowledge in emerging economies, and on the other hand, the customer’s implicit needs create problems for companies in this way. The aim of the present study is to investigate and analyze the impact of market orientation on the performance of the new product with respect to the moderating role of the social relationships of managers and costumes’ need. This applied research was conducted with a survey method and the data collection tool was a questionnaire. The statistical population of this study was the companies presented in the 23rd Elecamp International Fair. By using the census method, 207 companies were examined. Statistical analysis was performed using structural equations and SmartPLS software. The results showed that market orientation had a significant effect on exploratory and exploitative marketing, and business relationships of managers positively moderated this relationship. However, political ties in the relationship between market orientation and exploitative marketing had no non-linear (inverted U) role, and its effect was only linear and had no moderating (inverted U) role in the relationship between market orientation and exploratory marketing. Finally, the customer’s implicit need had only moderated the relationship between exploitative marketing and the new product’s customer-based and financial-based performance.

Today, online shopping has emerged as one of the most profitable e-commerce applications. So, it is essential to examine and understand factors affecting the consumer behavior in online shopping. Therefore, the present study has examined factors affecting the consumer online shopping behavior according to the Unified Theory of Acceptance and Use of Technology2 (UTAUT2). The statistical population of the research was the customers of Digikala online store in Khuzestan, and a questionnaire was used to collect the initial data. Using the relevant formula (for an unlimited community), the samples size was 384 customers. After collecting the data, the hypotheses were analyzed by structural equation modeling (SEM) through using Amos 23 software. The results showed that the variables of price value and trust had significant and positive impact on the intention to use online shopping. The habit variable had a positive and significant impact on both the intention to use and use behavior. Also, the trust variables had a positive and significant impact on the word of mouth advertising. Finally, the word of mouth advertising and the intention to use had significant and positive impact on use behavior. At the end, based on the results, some suggestions are made.

The purpose of this research was to investigate the effect of music tempo on the feeling of pleasure in female customers during online shopping, which was performed using an electroencephalogram device and measuring the customers’ brain function and unconscious mind. This research was practical in the terms of purpose and exploratory in nature. Electroencephalogram (EEG) is a device for recording brain signals that is used usually in medicine and nowadays is very useful in marketing too. After noise elimination, the outputs of this device were compared together by means of paired samples t-test using SPSS software between 10 selected female student participants from 26 to 35 years old from Tehran. The results of the research showed that the pleasure between the state of shopping with no music had almost no difference with the pleasure in the state of shopping with low-tempo music, and the pleasure in the state of shopping with no music was more than the pleasure in the state of shopping with high-tempo music.

The growing demand for computer games, especially mobile games, has encouraged many developers to produce and release a variety of these games. Game developers have attractive ideas for producing a mobile game, and often technically it can be produced in the country, but the main problem is the product delivery and marketing. This paper examines the impact of key decision-making parameters on mobile gaming marketing, such as the investment, quality of word of mouth advertising, satisfaction, loyalty and user preferences, on game installation and profitability. Modeling and simulation were performed using the system dynamics method and the results of sensitivity analysis indicated that the profit and active installation of mobile game is highly sensitive to the initial capital, the view price, the in-app payments and the rate of customer acquisition, and the game’s ad-absorbing rate. It was less sensitive to legal reserve rates and consumer preferences. Also, word of mouth advertising increased the profitability of the game by increasing the game’s installation rate, and the quality by reducing the uninstallation rate. Another interesting result from the modeling was that game developers would not gain more profit if they entered the preferred genre, as other competitors entered the field and the market share was shared among market developers.

The purpose of this research was to analyze the effects of Apple-Samsung lawsuits on the two companies’ pricing and marketing strategies. This study was practical in nature and was considered a descriptive case-study research. To this end, legal cases between the two companies during 2011-2018 were investigated, and more specifically, 13 of them with public access during 2011-2012 were scrutinized. Furthermore, historical data of the two companies’ product prices and smartphone market penetration in the United States and other countries in the dispute were extracted. The main focus of this research was on utilizing the game theory concepts for modeling the litigations. First, a game of ‘building a case against the competitor’ was identified followed by another game of ‘infringing or not infringing the competitor’s patent(s)’. It has been shown that the latter was the source of another infinite recurring sequence of games that, according to the Forgiving Trigger Strategy, has led to the desired outcome for both companies. Perusing the financial outcomes of the lawsuits and heeding the fact that net profits of the two companies were negligible, other factors were identified including an increase in the market share and the prevention of price-wars over the creation of these lawsuits. In this regard, the goal of the two companies was to increase the customer lifetime value. Also, the reasons for stopping further prosecutions by the two companies were studied, and the question of why Apple never engaged in a direct legal dispute with Google itself– the creator of the Android operating system– was analyzed. Finally, some predictions were made about the likelihood of new patent wars.