فصلنامه تحقیقات بازاریابی نوین
سال سیزدهم شماره 3 (پیاپی 50، پاییز 1402)

This study aims to explain the role of the tourist image of the tourist destination on destination value co-creation by focusing on the mediating role of destination love. The target statistical population of this study, in the qualitative phase, are tourism industry experts, university professors, and in the quantitative phase, domestic tourists who traveled to Iran's tourist destinations from April 2019 to January 2020. For data collection, the purposive sampling method was used to select tourism destinations. Then, the available non-random sampling method was used to select tourists from selected cities to answer a researcher-made questionnaire. The validity of the questionnaire was confirmed by the professors and experts in the tourism industry using the content validity. The reliability of the research questions was measured using Cronbach's alpha and composite reliability. To analyze the relationship between research constructs, structural equation modeling with a partial least squares approach was used. The results showed that the research model fits the collected data. Furthermore, the findings show that destination image has a positive effect on destination love in two dimensions including cognitive and emotional. Destination love also mediates the relationship between destination image and value co-creation. In addition, based on the findings, cognitive image and emotional image have a positive effect on the value co-creation in the destination. This study improves the mental image of tourists towards Iran's tourism destinations and develops the realm of knowledge about the value co-creation in the tourism industry, which is less seen in previous studies.

In recent years, we have witnessed an increase in the use of social media and social platforms. One of the important concepts in marketing through social media is influencers who are key factors in the effectiveness of communication. Influencers are called online opinion leaders. In fact, the term influencer is attributed to someone who can affect potential customers of a product or service through advertisement or advice via social platforms like Instagram, WhatsApp, Snapchat, Tick Tack, YouTube, etc. Para-social interaction describes a kind of relationship between the audience and social media celebrities in which the audience develops a delusion of perceived intimacy with the celebrities. The effects that influencers have on consumers depend on their target population like children, teenagers, women, men, etc., and are often deep and basic. One of the influencers’ impacts is psychological effects. Psychological factors refer to processes that work at the individual level and are effective in the mental status of individuals. Therefore, they are also effective in their behavior. There are six specific subtypes of psychological factors: mental disturbance, psychological symptom, personality trait or coping style, maladaptive health behavior, or a stress-related physiological response that adversely affects the general health condition. Influencers’ effects on their audience are acute. Through investigation of the literature on this subject, it can be said that although some studies have been done sporadically on detecting psychological factors of influencer marketing, there is still a lack of a comprehensive framework. To fill the gap, the main aim of the present study is to identify and analyze the social media influencers’ psychological effects on their followers.

Customer satisfaction is one of the most important components of loyalty and durability towards a product, and this is more important in products that have more competition in their market. In this regard, this descriptive-explanatory was conducted using a qualitative approach. After collecting opinions of organic honey customers, 4390 opinions were analyzed using a ‘web crawler’ software and refining the collected data. ‘Word cloud’ was used for a better and quick understanding of the set of views, and then the research data were analyzed with the thematic analysis method. Finally, the final table of factors affecting the satisfaction and dissatisfaction of organic honey customers was extracted by repeatedly examining the network of themes. The findings of this research indicate that the high price, doubts about the organic nature of honey, and unfavorable packaging are respectively the most frequent causes of customer dissatisfaction, and favorable taste, favorable quality, and satisfaction from repeat purchases are the most frequent causes of customer satisfaction. The research results showed that customers pay special attention to honey itself, and the quality and authenticity of honey have a special effect on their satisfaction and dissatisfaction. Considering that the high price is one of the most important causes of dissatisfaction, factors like free shipping, discounts, etc, can help increase the satisfaction of organic honey customers.

The key to managing and developing a brand is to understand what benefits customers are looking for. In the meantime, paying attention to the concept of gender identity of the brand and the effective factors in its implementation as a basic solution to obtain the satisfaction of customers who today are more expected than yesterday and are not only looking for functional benefits but also intangible benefits, is considered a necessity. Therefore, the current research was carried out with the aim of identifying the key factors of success in the implementation of the gender identity of the brand by considering the consumer society. This research is applied in terms of purpose and method of data collection. It is also a survey and exploratory study, which has a comparative and inductive research philosophy. The statistical population of the research is made up of clothing industry managers, whose sample members were selected using the purposive sampling method and the principle of theoretical saturation. The data collection instrument was the interview in the qualitative part and the questionnaire in the quantitative part. The validity and reliability of the instruments were analyzed using content validity and intra-coder inter-coder reliability for the interview and content validity and re-test reliability for the questionnaire, respectively. In this study, the content analysis and coding methods were used for the qualitative part of the study and the fuzzy cognitive mapping method was used for the data analysis for the quantitative part of the study. Research findings include the identification of success factors in the implementation of brand gender identity by consumer communities and their prioritization. Considering the results of the research, the appropriateness of appearance and style, emotional and emotional relationships of the brand, and details and attachment to the brand were identified as the most important factors for the success of women's brands. Obtaining values based on power and prestige, obtaining maximum benefits, practical motivations, and generalization were identified as the most important key factors in the implementation of the gender identity of men’s brands.

The present study aims to identify the dimensions of marketing flexibility and the factors affecting it in life insurance. Library and mixed methods were used. This research uses a mixed approach to collect the data related to the research questions. In the qualitative phase, the statistical population of this research are the managers and experts of the National Insurance Company of Iraq. The sample size of the qualitative study is ten people, obtained by theoretical saturation. Data collection in the qualitative part was done by the interview method, and data analysis was done by the thematic analysis method. Then, the quantitative analysis to validate the obtained model includes exploratory and confirmatory analysis. The statistical population was customers of Iraq insurance and was considered quantitatively unlimited. The sample size was estimated to be 384 people. Sampling was done in a simple random way and then non-random sampling. Data collection was done using a questionnaire. The results identified factors affecting marketing flexibility, including environmental changes and marketing strategies, and its dimensions, including marketing mix, customer orientation, and organizational structure. The results of the quantitative phase indicated the impact of marketing strategy and environmental changes on marketing flexibility. Achieving an organization with flexible marketing capabilities that create a competitive advantage over competitors requires paying attention to the external environment and formulating marketing strategies created by changing organizational structures and processes to respond to the needs and interests of customers.