نشریه مدیریت تبلیغات و فروش
سال دوم شماره 2 (پیاپی 6، تابستان 1400)

The cost of attracting a new customer is more than 5 to 6 times that of an old customer, so many efforts are made to retain customers. One of the areas of attracting and retaining loyal customers is exercising social responsibilities towards the community. This research on ; Attracting , retaining , customer loyalty based on social responsibility in 4 areas; Value creation , performance transparency , altruism and environmental protection. The present study begins with the design of 4 questions and then , by formulating 4 main hypotheses and 16 sub-hypotheses , examines the impact of social responsibility on attracting and retaining loyal customers. Type of research method ; Qualitative, descriptive and survey and the statistical population is 96 customers of Hakopian stores that to collect the required information, a researcher-made questionnaire is used and its validity and reliability are guaranteed through the reliability and validity of quality methods. Data analysis was performed using non-parametric Kendall Tao b test in SPSS software and all its main and sub-hypotheses were confirmed with a significance level of 0.01% and Sig <0.05, which indicates the correlation of research variables. The results confirm that the implementation of social responsibilities has a definite effect on customer attraction , retention and loyalty. Finally, based on the theoretical foundations and results obtained, as well as the experiences of Hakopian, a model in 5 sections for the exploitation of business owners is presented .

the emergence of social networks is one of the most influential 20th century phenomena, so recognizing the functions of these networks is a necessity. nowadays, social networks have a good place among the public, and it is increasingly welcomed by this phenomenon due to easy access to it. by the growth of social networks, these networks also have entered a new phase. the aim of this study is to identify and rank the factors affecting the rate of shopping on online social networks. the present study is applicable in terms of target and in terms of method, it is a correlation of correlation type that is collected using questionnaire and survey method. the population of this study is infinite and includes users of social networks, using simple random sampling method and 315 acceptable samples were selected. the analysis of data by using the fuzzy topsis method and the results of the study showed that "trust to seller", "availability of goods" and "cost savings" and "cost savings" are the most important and most influential factors and "adventure in shopping process" is the most attractive factor.

Today, with the epidemic of Corona, more and more people are turning to online shopping, and in the meantime, mobile businesses due to the availability of the Internet and the use of more smartphones; It has received more attention and the newness of these new businesses has caused companies active in this field to have less information about the factors affecting customer behavior and their behavioral tendencies. so The aim of this study was to study the factors affecting the increase in behavioral desire and intention of customers to buy from mobile businesses in the corona using UTAUT technology across the country who have used mobile business services or products at least once; is. To investigate the study, a sample of 400 people was made available through the Telegram channel and the pages on Instagram and other virtual networks of Snap, Coin, Up, BafoodSoft and Bazaar applications. Data collection tool was a standard questionnaire with 20 questions whose validity and reliability were confirmed and distributed among the statistical population. Data analysis was performed using descriptive statistics and inferential statistics. At the level of statistics, a description of indicators such as frequency and frequency percentage; At the level of inferential statistics from correlation methods, structural equation modeling, path analysis has been performed; For this purpose, SPSS and LISREL software were used. The results of the analysis showed that Moore's efforts, expected efficiency, social influence and facilitating conditions were important factors in the company that mobile business owners can improve their customers' desire to buy mobile applications in the situation Corona that people are less inclined to leave the house can be affected.

Nowadays, the competition between banks and financial institutions for attracting, retaining and retaining customers has intensified and there are many methods such as advertising, facilities, deposit interest and so on. But one of the methods that, as an important and vital factor, helps in this direction, which can establish the organization among competitors both in terms of cost reduction and in the long run, is the agility of the organization. The aim of the present study was to identify the factors that create organizational agility in Sepah Bank in Khuzestan province with a mixed approach. The research method with a mixed approach (qualitative-quantitative) which in the qualitative part in terms of purpose, fundamental and exploratory type and in the quantitative part in terms of purpose, is applied and descriptive-survey type. The statistical population of the research in the qualitative part includes 15 experts and in the quantitative part all the employees of Sepah Bank in Khuzestan province, which according to Cochran's formula was 235 people. After analyzing the data in the qualitative section using Max QDE software version 2020 and in the quantitative section with SPSS and Amos statistical software, it was determined that: In the findings of the qualitative section, 16 components and 5 categories (Product variety, training, facilities, communication and convenience) were obtained. Also, in the findings of the quantitative section, the variables of product diversity, training, facilities and ease had a positive and significant effect on organizational agility, but the effect of communication variable on organizational agility was not confirmed.

The aim of this study was to measure the impact of special economic zones in the northern coastal cities on the employment rate and welfare level of the region from the port and maritime point of view. The statistical population of this study includes managers and experts of special economic zones in three regions of Amirabad, Nowshahr and Astara. Creating special economic zones is one of the goals of governance, regional and national planning, which is done with the aim of increasing employment and public welfare. Implementing such programs requires extensive costs and activities, the consequences of which must be time-consuming and costly. According to available statistics, there are a total of 136 people. A questionnaire was used to collect data. The validity of the questionnaire was evaluated and validated by analyze factors. Cronbach's alpha of the general questionnaire reliability was calculated to be 0.875. The results of the data analysis by Lisrel showed that special economic zones in the northern coastal cities affect the employment rate. But there wasn't signification relationship between special economic and welfare level.

Competitive advantage theories are faced with a wide variety of perspectives, including resource-based view, industrial organization perspective, transaction cost approach, entrepreneurship approach, and finally behavioral economics, each of which has its own paradigms. Each paradigm attributed the reason for the success of organizations to different factors. The purpose of this study is to explore theories of competitive advantage and achieve a new approach with the help of Lionel Messi's life biography to create a new and different insight into competitive advantage. In this paper, the method of phronetic iterative research, which has an inductive-deductive approach and at the same time uses first-hand data as well as existing theoretical frameworks, to construct new theories. First, data related to the life of Lionel Messi are extracted from his biography, this data is coded in two stages, then it is linked to existing and related theories and concepts, and finally through Combining and interpreting codes, a new theory of competitive advantage has emerged. The findings of this study show that competitive advantage is a matter beyond existing resource-based view, industrial organization and behavioral theories, and includes sociological theories, including the Pygmalion effect, symbolic interactionism, social sensemaking, social support, habitus, and romantic rationality. The new theory of competitive advantage is completely different from existing theories, both in nature, ie, the presentation of the sociological concepts of competitive advantage, and in terms of the level of analysis, that is, attention to the sociological level of the organization.

In today's highly competitive world of the tourism industry, brands, which are the intangible assets of companies, play a key role in differentiating actors in this field. Today, these are successful brands that can survive in the competition, achieve long-term financial stability for brand owners, and ensure customer trust. Studies show that not much research has been done in this area to express the need for brands and branding in travel agencies, which are one of the most important service providers in the travel service supply chain. Therefore, this research seeks to contribute to the extant knowledge of brand by systematically reviewing the related literature, providing detailed analysis and discussions as well as comprehensive categorization for the brand concept and its elements in travel agencies while suggesting direction for future research. In this study, all credible articles in the Scopus database in this field (32 articles) from 2003 to 2020 have been identified, reviewed, and while summarizing and classifying existing research concepts, quantitative and qualitative analyzes of these researches has been provided. This research may aid researchers, brand managers and business owners of tourism services in adopting the appropriate strategy for brand choice as well as advancing related fields of study

Researchers have considered several factors for Islamic ethics in the organizational and work field, but none of them have reached a comprehensive consensus on this matter, and based on previous researches, it is not clear how to provide a comprehensive evaluation of Islamic ethics in the organization, so the aim The current research is to present the model and rating of organizational ethics evaluation in small and medium industries using the structural-interpretive modeling technique. The statistical population of the research is the managers of small and medium-sized industries, which was designed after studying the theoretical literature on the subject of the initial model. To identify the criteria and express the relationships between the criteria, interviews of 20 experts in the field of human resources management were used with a non-probability sampling method. After designing the questionnaire, experts' opinions were collected and using Choice Expert software, using AHP and ISM techniques, the components and evaluation indicators of organizational ethics were prioritized. The findings of the research showed that in order to design the evaluation model of organizational ethics in small and medium industries, a total of 5 components and 17 indicators should be taken into consideration. The components are individual factors, organizational factors, environmental factors, structural factors, contextual factors, each of which has indicators, which were compiled by weighing and scoring the organizational ethics evaluation form with a total of 1000 points, which was obtained from the total points of each indicator.

Human development in various sciences and technologies caused service and doing things to change from its traditional form to a new form. With the emergence of computers and the Internet and later IT knowledge, the form of human life changed and this knowledge was able to create a tremendous transformation in doing various things. In a short time, a new and developing knowledge called artificial intelligence was created and created a tremendous change in the IT world. With this knowledge, many tasks that were done by human intelligence are done by this process today. Programmers in this field can do different things that were done by humans with non-standard languages. Today, with the development of human societies and the development of the living standards, the human need for efficient tools in social interactions and industry has been felt more than ever. In this regard, industry and technology have taken steps to produce products under the name of artificial intelligence with a remarkable speed to ensure the well-being of human life. In today's era, artificial intelligence and robots are widely used in various fields, including medicine, engineering, military, aerospace, and social interactions, especially in developed countries.

The purpose of this study was to design the application model of blockchain technology in the country's banking system. The current research is practical in terms of its purpose and descriptive in terms of the method of data collection. The statistical population of the present study is made up of university professors in the field of information technology management, management and experts active in the banking industry. In order to carry out the research, using the snowball sampling method and following the principle of theoretical saturation, 18 people from the target statistical population were selected as the research sample. The required data were collected using semi-structured interviews. In this study, in order to evaluate the credibility of the interview from the approach of credibility or believability criteria, including the use of strategies of negative cases, triangulation, rich description, and the approach of reliability, including the use of a third party, as well as repeating the coding process based on the credibility model. The qualitative research of Lincoln and Guba (1982) was used. Analysis of the interview data was done using the database method based on the systematic approach of Strauss and Corbin (1998), based on three stages of open, central and selective coding. Data analysis using database method identified 17 selected codes among 60 core codes and 286 open codes. These identified codes were classified based on judgmental analysis based on causal conditions, central category, strategies, contextual factors, intervening factors and consequences.

The most important principle in concluding a contract is the possibility of its execution. The discussion of adjustment in the contractual implementation and the guarantee of its implementation is raised if after the conclusion of the contract due to reasons that are not attributable to the contracting parties, its implementation becomes impossible. Obstruction in contract execution is an important issue in most legal systems such as England, while there are differences regarding this issue.According to Article 229 of the Civil Code of Iran, the obligor is exempted from fulfilling the obligation. However, if due to the occurrence of accidents and changes in the circumstances at the time of the conclusion of the contract, the execution of the contract causes excessive difficulty or unusual loss for the obligee, and at the same time the execution of the obligation is not impossible, the law of our country does not provide a clear solution in this case. slowIn this article, we will do a comparative study of the conditions and obligation of the rule of default in Iranian law and the conditions of contract adjustment in English law and how to implement it and we will state the differences. In fact, the goal of achieving uniform rules based on comparative legal principles will be to create a uniform procedure for judicial courts.