فصلنامه تحقیقات بازاریابی نوین
سال یازدهم شماره 4 (پیاپی 43، زمستان 1400)

The accurate awareness of the users as the most vital need for media has always been a concern for communication researchers. Given the emergence of new media, traditional techniques no longer have the ability to meet this need, and the use of modern methods is essential in understanding users' behavior. This research used the Social Network Analysis (SNA) technique to investigate the user's behavior of VOD platforms. In this research, the site of Cinemamarket selected as the sample, and a dataset of its user’s purchases formed. Using Gephi software, the dataset visualized and the members clustered based on logical algorithms. By analyzing three detected communities, two different strategies were founded for the development of the users of this platform. Based on these strategies, platform managers can adapt their media policies to load new content on the platform and offer targeted content; as a result, they can meet their user's needs.

Dropshopping refers to the process of attention lack or inconsideration towards product, and its permanent deletion provided that the customers' expectations are intimate. The aim of this study is a thorough understanding of dropshopping in Z generation and achieving a deeper and richer insight about this phenomenon. By reviewing and comparing studies from previous researches, so far no studies in the field of research have been found therefore, taking into consideration the concept of dropshopping in Z generation becomes an innovation in this study. The present study is qualitative in nature based on an interpretive paradigm, which has been performed with the contribution of constructivist theory. In order to collect data, 40 Z generation members were subjected with features including gender, marital status, education, occupational, income condition with a semi structure interview. To analyze the data of the interview, line by line, focused and theoretical coding was employed. The findings were based on 3 parts including Generation characteristics, factor of dropshopping and dropshopping removal procedures. The results reveal that dropshopping phenomenon is based on four nature including “psychological, social, economic, and marketing” among which the Six characteristics (behavioral, personality, values, beliefs, thinking about micro and macro environment) have a great impact on dropshopping. Some procedures to mitigate the problem include “dynamic need analysis, dynamic criteria recognitions, a dynamic behavior recognition, and the dynamic co- operation”.

Due to the economic crises in the country which creats uncertainty, moving from the usual marketing strategies to focus on values and ethical marketing seems more necessary. So, considering the extent and scattering of ethical marketing components in the literature review and the specific culture of Iran, the purpose of this study, First is to provide a comprehensive model for Ethical marketing components in the first step and then, measuring the degree of observance of these components based on the perception of the consumers.

It’s a mixed-method applied research. The statistical population was the previous researchs related to the subject in the systematic review section, managers of the selected industries in the qualitative section and their customers in the quantitative section. The data analysis was performed in the qualitative section by using the thematic analysis method and in the quantitative section by using non-parametric tests and SPSS software.

It succeeded to present the ethical marketing components in the form of 32 components and 7 main themes. The degree of observance of each of the main themes and their components in the selected industries was measured and compared with eachother.

There is a significant difference between the degree of observance of ethical marketing components in the two industries. The average degree of observance in the food industry is higher than the cosmetics industry, so that they are superior in all the main themes, but nevertheless, in 5 components out of 32, the food industry got lower score.

Consumers increasingly feel that time is scarce. To drive time expectations, many marketers have begun communicating duration metrics—information about how long most consumers typically spend on a particular activity. Despite the rising prevalence of duration criteria, little is known about how they shape consumption experiences. Therefore, the aim of this study is to identify the effects of time on consumer behavior

For this purpose, with the Meta Synthesis Approach which includes the seven steps of Sandelowski and J. Barroso (2006), a systematic evaluation and analysis of the results and findings of previous studies has been done and finally 42 articles had been chosen. In the quantitative section, using the Shannon quantitative entropy method, the components of the identified themes are prioritized.

In total, the effects of time on consumer behavior were identified in three dimensions including psychological by eleven themes with weight (0.58), economic by seven themes with weight (0.15) and social by six themes with weight (0.27). The meta-analysis of this study provides insight into the need to identify the time-consuming effects on purchasing behavior that is useful for presenting marketing strategies from the time of purchase of products.

Given the importance of business intelligence, organizations need tools to evaluate their capabilities in this area that can help them not only in evaluating but also in planning the upgrade path and comparing the level of capabilities at different times. Maturity models are very useful tools to solve this problem. In the path of assessing the level of maturity, a picture of the status of the organization according to the desired indicators is obtained. To this end, several studies have been conducted on the development of business intelligence maturity models and several organizations have taken steps to develop these models experimentally. In the present study, with a systematic literature review in this field, maturity models related to the business intelligence have been extracted and then the theoretical foundations of the model, development methodology and key process areas of the models have been reviewed. This study helps an organization to benefit from one or a combination of the introduced models according to the complexities of their industry and, if they need to develop their own model, it helps them to recognize the essential aspects in developing the business intelligence maturity model.

The purpose of this study is to explain the effect of intellectual capital and market knowledge development on organizational performance with emphasis on the mediating role of marketing ambidexterity. This research is applied and descriptive-correlational in terms of purpose and type. The data collection method is structural equation modeling. The statistical population of the study includes knowledge-based companies located in the science and technology parks of Tehran universities. The measurement tool was a standard questionnaire with 47 questions answered by 93 companies. Convergent and divergent validities were used to evaluate its validity and Cronbach’s alpha and composite reliability were used for confirming its reliability. Data analysis was performed with SmartPLS3 software. The results of the study show that intellectual capital does not affect marketing ambidexterity, but marketing ambidexterity mediates the impact of market knowledge development on performance. Therefore, it is suggested that these companies increase their performance by strengthening their actions in the field of obtaining and disseminating market information and also analyzing and creating a common understanding of this information, which will increase the ability to exploit existing marketing competencies and explore new marketing skills and methods. Considering the role of innovative culture in the formation of marketing ambidexterity, it is suggested that innovative culture be considered as a moderating variable in future research.

The adoption and use of wearable technology are highly increasing. Due to its significant differences with other new technologies, its consumer adoption needs further investigation. In the field of wearable technology products, the focus of the present research is on smartwatches. Therefore, the current study examines the impact of consumer's need for uniqueness and cosmopolitanism on innovation adoption of smartwatches, considering the mediator role of domain-specific opinion leadership, innate innovativeness, and domain-specific innovativeness. This research is applied in terms of purpose and is descriptive-survey in terms of collecting information method. Given that young people and especially educated ones make up the bulk of smartwatch users, students of public universities in Tehran are considered as the statistical population. Of these, 146 people were selected as the sample based on Jackson's (2003) definition to estimate the required sample size. The data gathering tool is the questionnaire that is collected through the available method from the sample. Data analysis which was performed by structural equation modeling using Smart-PLS software indicates that two personality traits, cosmopolitanism (through positive impact on innate innovativeness) and consumer's need for uniqueness (through positive impact on domain-specific opinion leadership), indirectly increase domain-specific innovativeness and this increase in domain-specific innovativeness subsequently increases consumers innovation adoption.

In the last decade, the use of influencers is one of the most effective ways to verify products and services. The present study aimed the effects of dimensions of social media influencers on online purchase intention with emphasis on the mediating role of attitude toward the advertisement and brand. The statistical population consists of followers of leather clothing pages, 200 of whom were selected as the sample using the non-random sampling method. To collect the data, a questionnaire was used. The hypotheses were tested with the structural equation modelling (SEM) technique based on the partial least squares (PLS) method. The findings revealed that all the characteristics of influencers had a significant effect on the online purchase intention. Although attitude toward advertising had a significant effect on online purchase intention, attitude toward brand did not have a significant effect on online purchase intention. The results showed a significant effect of familiarity, trust, and likeability characteristics on online purchase intention through the mediating role of attitude toward advertising

The presence of companies and organizations in charitable activities is a necessity. Otherwise, customers in the third millennium will be reluctant to prolong the life of such companies. Increasing the attention of the community and companies to cause-related marketing has led to conducting more scientific research in this field. The purpose of this research was to design a model of the success factors of cause-related marketing in Iran. This study was a qualitative research performed in two stages. First, the success factors of cause-related marketing were identified and interpreted by reviewing theoretical foundations and previous studies through qualitative content analysis. Then, to confirm and validate the identified factors, they were presented to 20 marketing experts. The results showed that the success factors of cause-related marketing in Iran had the following dimensions: product considerations, including the components of product innovation, product quality, and product nature; advertising considerations, including the components of the presence of celebrities, various tools, verbal advertising, and quantity and quality of advertising; customer considerations, including the elements of loyalty, customer income, prior experience, motivation and willingness, customer perception of company ethics, belief, and vision; financial considerations, including the components of financial contribution of the organization, type and method of assistance, and degree of customer’s financial assistance; strategic considerations, including the elements of transparency, duration and frequency of repetition of programs, creativity in programs, and fitness of programs; and public considerations, including the elements of company’s credit, cooperation with charities, and Charity Topic.

An online business has many benefits for customers and communities as well as the economy. The purpose of this study was to identify the factors affecting the growth and success of online businesses.For this purpose, the factors and their relationships influencing the success of online business were identified in a cause-and-effect diagram by the System Dynamics method. Then, a stock-and-flow diagram was prepared by using the obtained cause-and-effect diagrams and the experts’ opinions, as well as the research literature. The data for performing the model simulation were gathered from interviews with the managers of the online clothing store and the model was simulated in Vensim for 100 months. The validity of the model was confirmed through various experiments. The 3 scenarios of increase of marketers' skills, website quality improvement, and website trust were proposed for identifying the factors affecting the growth and performance of Internet businesses. The performance of these scenarios in the company was simulated. The findings showed that increasing the marketers’ skills, improving the quality of the website, and enhancing website trust increased the actual customers, which indicated business growth. Also, the growth of real customers augmented cash flow and human resources. Based on the results of these three scenarios, increasing marketers' skills had the maximum impact on business growth.This research could provide an appropriate dynamic business model for online business owners to focus on the main activities related to the growth and performance of their businesses by using the results of the proposed policies.