Journal of Innovation Management and Organizational Behavior
Volume:4 Issue: 1, Spring 2024

The study aims to identify and analyze the key intervening factors that influence the digital marketing strategies of successful Iranian startups. It seeks to understand how these factors contribute to the effectiveness and efficiency of digital marketing efforts in the startup ecosystem of Iran.

Methods and Materials: 

Employing a qualitative research design, the study conducted in-depth interviews with 12 digital marketing experts from various successful Iranian startups. Grounded theory methodology was used to analyze the interview data, facilitating the identification of core themes and factors affecting digital marketing strategies.

The research identified several critical factors impacting digital marketing strategies, including organizational culture, technological adoption, market dynamics, and regulatory environment. It highlights the importance of adaptability, strategic alignment, and continuous learning within startups to navigate the challenges and opportunities of digital marketing.

The study concludes that for Iranian startups, a nuanced understanding of both internal and external factors is crucial for developing and implementing effective digital marketing strategies. It underscores the need for a strategic approach that incorporates flexibility, innovation, and customer engagement to achieve sustained growth and competitive advantage in the digital marketplace.

The objective of the present study is to identify the factors influencing the cultural model of good governance in bodies overseeing government performance using the fuzzy Analytic Network Process (ANP) method. This research is considered applied and mixed-method in nature. The study population, in a qualitative framework, consists of academic experts and specialists in bodies overseeing government performance, with a total of 10 individuals selected through purposive judgment sampling. The data collection tool in this research is the Delphi questionnaire. The main factors affecting good cultural governance were identified based on research background and expert opinions as being related to structure, law, and values, and a total of 11 sub-criteria were also determined for the main factors. The findings of the study indicate that the legal dimension is the most significant factor affecting the cultural model of good governance in bodies overseeing government performance, followed by value-based and structural factors.

The key to success in launching a startup is a brand-centric approach that combines brand leadership strategy with innovative, targeted, and cost-effective business methods. In a brand-centric approach, all company processes revolve around developing a brand identity in continuous interaction with the customer, with the goal of creating long-term competitive advantages for the brand. The aim of this research is to examine the impact of entrepreneurship-based branding on the performance of startups. For this purpose, 52 managers or representatives of startups in the public services sector were considered as the statistical population, and due to the small size of the population, no sampling was done, and all 52 individuals were studied. The research data were collected using a researcher-made questionnaire. The results indicate that entrepreneurship-based branding has a positive and significant impact on the performance of startups. Among these, the causal conditions of branding with a statistic of 26.719 have a positive and significant impact on entrepreneurial branding; entrepreneurial branding with a statistic of 4.873 on value-based brand positioning; value-based positioning with a statistic of 29.960 on the performance of startups.

The main purpose of the current research is to designing and presenting a model for building customer trust in the marketing ecosystem based on blockchain technology and based on the identification and introduction of trust-building elements and functions arising from blockchain technology in marketing actions.

In this study, by adopting a qualitative approach, the researcher seeks to identify the antecedents and consequences of building customer trust in the marketing ecosystem based on blockchain technology. In this regard, the required data were collected based on the opinions of experts in the field of digital marketing and advanced information technology and semi-structured interview tools and were analyzed based on thematic analysis method and the use of MaxQDA software.

The analysis of the collected data in the research resulted in the extraction of 64 main themes with a frequency of 264 codes which after the final categories, these themes provided seven general antecedents and two general consequences of applying blockchain technology in order to build trust among customers of a marketing ecosystem.

Therefore, in this context, it is possible to design a mechanism to paying commissions to agents and brokers in case of implementing this technology.

The primary objective of this research is to identify and prioritize the components of business intelligence within subsidiaries of the National Bank by employing the fuzzy TOPSIS technique. This endeavor aims to establish a foundation for presenting a scientific approach to enhance business intelligence capabilities.

This study adopts a mixed-methods approach, initially gathering qualitative data through semi-structured interviews with senior managers from the bank's subsidiaries, followed by quantitative data collection using questionnaires. The fuzzy TOPSIS method was employed to handle the inherent ambiguity and uncertainty in the data, with linguistic variables used to represent the acceptability of each business intelligence component.

Final model was including the dimensions of technical factors (components of information tools, characteristics of information and data, and analysis), business factors (components of stakeholders, economic and financial factors, and customer orientation), and intangible factors (including components of human capital and organizational capital) and 27 indicators. Subsequently, the identified components were ranked using the fuzzy TOPSIS technique, ultimately selecting "information confidentiality", "data reliability", and "high profit margin" as the most important indicators.

It can be concluded that the dimensions of innovation in online advertising and its implications in digital marketing are interpretable, and legal supports for innovation in online advertising through the enforcement of laws, enactment and amendment of specific laws and regulations for digital marketing, removal of legal barriers to investment, revenue generation, and clarification of legal ambiguities and definitions in digital marketing are effective.

The present research aims to design an e-learning model for health tourism marketing in the educational healthcare centers of the Islamic Azad University in Tehran.

The research method is applied in terms of its objective and qualitative regarding its data. The population included management experts with specialized doctoral degrees, heads of educational healthcare centers of the Islamic Azad University, and their liaisons. The sampling was purposeful and snowball, selecting 14 experts until theoretical saturation was achieved.

The findings indicate eight dimensions along with 47 components for the proposed model. The identified dimensions (components) include: Strategies (national and macro, regional and international), Infrastructure (scientific interactions, cultural interactions, political interactions, economic interactions, legal and ethical, research and education, management, organization, technology, support, monitoring, and coordination), Contextual Factors (political ideology, cultural ideology, economic ideology, security, and welfare facilities), Resources (financial resources, human resources, content resources, and natural tourism resources of the country), Education (clinical training, continuous education, health education, organizational education), Processes (needs assessment, design, implementation, evaluation, feedback, and corrective program), Communication Literacy Level (communication technology, intercultural communication, advertising, organizational communication, public relations, international relations, and tourist rights), and Ideation (being a pioneer, opportunity seeking, risk-taking, leveraging resources, customer orientation, value creation, and innovation).

These results and the presented model can significantly assist in creating e-learning for health tourism marketing by the educational healthcare centers of the Islamic Azad University in Tehran. Therefore, the use of these results is recommended to the stakeholders and beneficiaries in this field.

Talent management can be regarded as a tool to assist managers in formulating strategic plans and developing human resources. The purpose of this research is to investigate the effective indicators on talent management through meta-analysis.

This research is applied in purpose, descriptive in type, and quantitative in nature. The current study aims to quantitatively integrate the results of research conducted in the field of talent management using the CMA2 software (Comprehensive Meta-Analysis).

Searching through various databases, out of 416 articles, 156 articles were selected based on predetermined criteria and examined. The analysis results showed that the highest effect size among the indicators affecting talent management includes alignment and retention of talents (0.595), talent pool (0.577), flexibility in recruitment and retention processes (0.556), organizational policies (0.585), structured talent selection/identification of key roles (0.542), and succession development (0.521).

The research results indicate that the effective indicators on talent management include alignment and retention of talents, technological advancements, strategic planning, competition in the job market, merit placement, talent pool, legal and regulatory factors, flexibility in recruitment and retention processes, work-life balance, compensation systems, organizational policies, knowledge management, career development path management, talent development and enhancement, governing management structure, succession development, opportunity creation, organizational culture, needs assessment, structured talent selection/identification of key roles, diversity and inclusion, organizational reputation and credibility, human capital welfare, and work arrangements.

The aim of this study was to identify and prioritize new financial provision methods to increase the speed and transparency of financial reporting in private banks in Iran.

The current research method is quantitative and survey-based. The study comprises two populations. The first population consists of 95 banking and economic managers, and the second population includes 30 academic professors with master's and doctoral degrees in accounting, financial management, and information technology. Due to the small size of the first population, census sampling was employed, and for the second population, judgmental sampling with 25 participants was used. Data were collected through a researcher-made questionnaire and a pairwise comparison questionnaire.

The findings of the study revealed that all considered variables, including payment technology, financial management technology, money transfer/remittance technology, international money transfer technology, insurtech technology, lending and crowdfunding technology, and capital market technology, are effective in enhancing the speed and transparency of financial reporting. Moreover, the findings indicated that money transfer technology, insurtech technology, international money transfer technology, capital market technology, financial management technology, lending and crowdfunding technology, and payment technology, in order of importance, have the highest significance in increasing the speed and transparency of financial reporting.

Financial system planners can focus on prioritizing new methods of financial provision to enhance the speed and transparency of financial reporting.

The aim of this research is to present a digital transformation model for customer experience in insurance products in the insurance industry.

The present study is considered to be fundamental-applied research in terms of purpose and survey-based in terms of data collection method. The statistical population of the study included all experts in the insurance industry at Asmari Insurance, who were purposefully selected to theoretical saturation, consisting of 179 individuals for the quantitative section and 15 experts from Asmari Insurance for the qualitative section. Data collection was conducted using thematic analysis and interview tools. For data analysis, qualitative data were analyzed using interview and manual coding, while quantitative data utilized the structural equation modeling approach and Smart PLS3.3 software, including confirmatory factor analysis tests.

The research results indicate that in the qualitative section, 2 dimensions including access and awareness, and personalization, along with 12 components in the digital transformation of customer experience for insurance products were identified. After conducting the structural model test and overall fit, the desired pattern was confirmed.

It can be concluded that the digital transformation model for customer experience in insurance products has a good fit, and this model can be used in marketing to provide better services to customers.

This study aims to identify the critical components and strategies that can enhance the effectiveness of content marketing efforts, thereby improving market share and customer engagement.

This study adopts a qualitative research approach, utilizing grounded theory to construct a process model for content marketing. It involves semi-structured interviews with a purposively selected group of 15 experts, including academic scholars and banking industry professionals, to ensure a deep understanding of the subject matter. The data analysis proceeded through open, axial, and selective coding, leading to the identification of main categories, axial categories, and concepts.

The research identifies several main categories critical for the successful implementation of content marketing in the banking sector. These include business understanding and planning, creation of a content management and strategy unit, setting content marketing goals, understanding audiences, identifying audience needs, determining content idea and theme, content production management, content publication management, managing expectations and customer experience, and feedback collection and process improvement. Each category encompasses various sub-categories and concepts, outlining a detailed framework for effective content marketing strategies.

The study concludes that a structured approach to content marketing, encompassing a thorough understanding of business objectives, audience needs, and the strategic planning of content creation and distribution, is crucial for enhancing the banking industry's market share and customer satisfaction. The proposed model offers a comprehensive guideline for banks to refine their content marketing efforts, suggesting that a focus on audience engagement, content relevancy, and continuous improvement based on feedback can significantly impact marketing success. The findings imply that adopting this model can help banks achieve a competitive edge through targeted, effective content marketing strategies.

The aim of the present research was practical in terms of its objectives and descriptive-survey in terms of its data collection method, utilizing an Interpretive Structural Modeling (ISM) approach.

The participants of this study were 15 managers, policymakers, and water sector experts, who were purposefully invited to participate in this research. The tool used in this investigation was a closed-response questionnaire in a matrix format. The criterion for expertise at this stage was the respondent's professional legitimacy.

The results of implementing the research model indicate that the most important components of the study include legal and regulatory environment factors, economic environment, cultural environment, conflict of interest management, culture building, participation drivers, trust, political strategies, crisis management necessity, constructive institutional interaction, motivation, communication factors, governmental actions, reform and adaptation, facilitative leadership, decision-making stability, financial support, guarantee of sustainable development, control of marginalization, attention to local capacities, appropriate water pricing, promotion of public monitoring, improvement of agricultural water use efficiency, consumption pattern improvement, and legal support.

Therefore, issues such as economy and budgeting, healthcare, welfare and social security, education, energy, environmental damage, foreign policy, and national internal security, as well as threats to occupational and job security, or matters like insufficient access to healthcare services should be examined by the government, the private sector, and the commitment of individuals and companies, or a combination of both.