سید رضا جلال زاده

In this research, the impact of customer perception of compliance with the ethical principles of electronic retailers on the online shopping experience and customer satisfaction has been investigated.

This research is considered practical in terms of its purpose and according to the data collection method, it is classified as a survey. The statistical population of the research is made up of customers of Digikala (customers whose details are registered in the customer club list of this store) in Tehran city, according to the statistical population, the statistical sample size is 313 people, which was extracted by G*power software. Research data were also collected through a random sampling method, using an electronic questionnaire. The distributed questionnaire contained 49 questions with a 5-option Likert scale, whose data was analyzed with SPSS and Smart PLS software.

After examining the data, all the hypotheses considered by the researcher were confirmed, except for the effect of online experience on customer satisfaction, which was rejected.

The results of this research show that consumer perception of retailers'ethics has an effect on ethical beliefs, online experience and customer satisfaction. Ethical beliefs also affect the online experience, and customer satisfaction, and customer satisfaction is affected by the experience of service convenience.

Due to the growth and spread of the Internet, the creation of Internet-based social media, and the commercialization capabilities of social media for businesses and brands, these social media are considered as a meeting point for customers and businesses. Meanwhile, the owners of brands and businesses prefer to use social media influencers so that the message of their products can reach the customers as quickly and effectively as possible. Social media influencers, depending on their characteristics, are usually active in a specific field, attract many users to their accounts and deliver product messages to customers using their unique and necessary characteristics. Therefore, this research seeks to determine the impact of social media influencers as a source of messages on the attitudes and purchase intentions of customers with the mediating role of self-brand connection.

The current research is an applied and descriptive survey. The statistical population is the Iranian cosmetics consumers who have followed at least one influential person in the field of cosmetics on their Instagram accounts. The research data were collected using a questionnaire. The respondents who took the research questionnaire were 402 people. The validity of the questionnaire was determined by measuring the content validity or CVR and the content validity index or CVI. The reliability of the questionnaire was also evaluated through Cronbach's alpha method. At the end, the collected data were analyzed using the SPSS and Smart Pls software programs.

The demographic investigation in this research was based on four questions about gender, age, marital status, and the amount of money the respondents spent on buying cosmetics per month. More than half of the research population was males, most of them were single, and they were from 20 to 30 years of age. Also, the highest amount spent on cosmetics by the respondents was 200 thousand Tomans per month. The testing of the hypotheses showed the influence of influencer characteristics (attractiveness, expertise, originality, homophily, interaction, trust, and perceived credibility) in social media on the attitudes (image satisfaction and advertising trust) and purchase intention of customers. In the end, we found that the attractiveness (beauty, stylishness, and being fashionable and sexual attractiveness) of the influencer does not affect image satisfaction (the audience's happiness from receiving, collecting, and viewing information about influencers and also interacting with them) and advertising trust. (based on the influencers' information and customers' trust in them) has effects. Expertise (experience, sufficient knowledge, and product recommendation skills of influencers) as another characteristic of an influencer affects image satisfaction but does not affect advertising trust. Originality (being original and creative of the influential person) does not affect image satisfaction and advertising trust. Homophily (having commonalities and similar values with an influential person) affects image satisfaction and does not affect advertising trust. Interaction (easy and quick communication with an influential person) does not affect image satisfaction and advertising trust. Trust (reliability and honesty) does not affect image satisfaction but affects advertising trust. Perceived credibility (that the influential person is reliable and can convince) affects image satisfaction and advertising trust. Also, customers' attitudes mean image satisfaction and advertising trust have effects on the self-brand connection (establishing a close relationship by customers with the brand included in the content sent by the influential person) and customers' purchase intention, and self-brand connection has an effect on purchase intention. Finally, the mediating role of self-brand connection between attitudinal effects and purchase intention was confirmed.

Influencers must always manage their image because the characteristics of their source affect consumer satisfaction and trust. In the contents that they publish, influencers should pay attention to the attractiveness of the image, the professionalism of the show, the needs of consumers, and the salience of possible similarities with consumers. This research confirmed that consumers' satisfaction with influencers and advertising trust can increase marketing efficiency. Influencers should consider the balance between personal content related to image building and marketing content related to promoting the brand. Too much advertising leads to a decrease in consumers' understanding of the influencer's image, which may lead to consumer loss. For brand managers, this study confirmed the role of influencers in brand marketing. Followers' trust in the influencer's brand content plays an important role in brand relationships and purchase intention. Therefore, brand managers can also consider increasing investment in influencer marketing. Specifically, brands can select influencers by assessing consumers' perceptions of the influencers' attractiveness, expertise, originality, homophily, interaction, trust, and perceived credibility This study also emphasized the importance of self-brand connection by consumers during the marketing process. In collaborating with influencers, brands should choose influencers that match the brand concept and require them to use realistic display methods and scenarios to highlight products or services. The research helps consumers to make better purchases in line with the correct understanding of advertising in social networks and knowing the characteristics of advertisers and their characteristics. This research serves as a reference on influencer management for social media platforms. According to the seven main characteristics of the source of influencers, social media companies can improve the quality of influencers on their platforms and lead and limit the behavior of influencers. As a result, the tendency of social media users to the operating system increases and companies can invest in potential influencers with a perspective to achieve sustainable influencer marketing development.

The current research aims to investigate the characteristics of platforms based on augmented reality technology on the behavioral and cognitive responses of customers of interior design products and furniture in Tehran. The current research is quantitative in terms of practical purpose and research method. In terms of data collection, due to the use of library study methods and field methods such as electronic questionnaires, it is a descriptive-survey type. In this research, the customers of the interior design products of buildings and furniture in Tehran have been selected as the statistical population. Therefore, the size of the unlimited population and the sample size were calculated using G*power software 257 people. After checking and verifying the reliability and validity, the questionnaire was distributed electronically. After pre-processing,257 collected questionnaires were finally used. Demographic data was analyzed with SPSS version 23 software, and due to the non-normality of data distribution, Smart PLS version3software was used for model testing. Finally based on the hypothesis test, the increase in the number of interaction variables, system quality,ability to provide information about the product, and agreement with reality, which are considered as features of platforms based on augmented reality,on the reactions Emotional,cognitive and behavioral of customers has a positive and significant effect.According to research findings,augmented reality technology has a significant impact on customers' decisions.When customers use platforms based on augmented reality,the sense of immersion, enjoyment, and interest in the product increases,and as a result, the trust in the choice,the level of usefulness of the platform,and generally positive attitude also increases,which ultimately leads to an increase in intention.The re-use of the platform and the intention to buy in the customers.The proposal that is made to managers active in the field of production of devices related to the interior design of buildings and furniture,is to initially design and test their business in an augmented reality environment with the help of professional groups.Of course,because this technology is new in Iran,one must be very careful in the design of the platform.It is necessary to design the desired platform in such a way that the customer,despite being unfamiliar,can easily communicate with it.

The outbreak of Coronavirus and at the same time economic crisis, has created special conditions for businesses in Iran. After months of store closures due to the Coronavirus pandemic, consumers and customers are very enthusiastic for impressive and extensive shopping experiences that augmented reality interactive technology can provide for them. The main purpose of this research is to investigate the moderating effect of augmented reality interactive technology on the relationship between Information Technology identity and self-reference in the electronic retail environment and specifically, in the DigiStyle electronic retail environment. For this purpose, questions and hypotheses were raised and in order to investigate the concerning questions and hypotheses, Digistyle electronic store customers were selected as a statistical population. The data of the current research has been collected through field methods and random sampling by means of an electronic questionnaire and its data has been analyzed with SPSS and Smart PLS software. All the hypotheses of the research were confirmed and in the final result it was also found that self-reference has a positive and significant impact on the identity of Information Technology with the moderating role of augmented reality interactive technology in the environment of electronic retail sales.

This research studies the effect of gamification principles on customer engagement considering to the mediating role of hope and compulsion (A study in Snapp! application). This research studies the effect of the gamification principles by considering the mediating role of “hope” and “compulsion” on the customer’s involvement which finally leads to purchase.

Therefore, the objectives, questions, and hypotheses as well as the conceptual model are provided based on the theoretical bases and empirical background of research. The statistical population of this research is users of the Snapp application, and the sample volume for the unlimited population (384 people) was determined by the Cochran formula.

the distributed questionnaire had 28 questions with a five-point Likert spectrum whose data was analyzed by SPSS 23.0 and Smart PLS 3.0.

The obtained results from this research show that all the gamification principles reinforce hope if they are used correctly. However, if they are not used correctly, they reinforce mental disorders in people. Moreover, the results show that compulsion or forced purchase has a negative effect on the customer’s involvement.

In this study, based on theoretical and quantitative researches, a conceptual model was presented for explaining different dimensions of research variables, such as designing brand performance model for banking service market of Iran based on customer – based brand equity. First, after reviewing the literature, the original model was designed and then the initial conceptual model was completed and approved by the Delphi method and experts' opinion. Sampling was carried out based on the method of judging and snowball. The sample size was 30 executives, deputies and experts of the banking sector. Using the final version of the questionnaire which has the necessary and proper reliability and validity, by using stratified random cluster sampling. During one week at different hours, 399 individuals were surveyed from the customers of the eight branded public banks randomly by face-to-face interview. Following the identification of the constituent structures of each of the variables, also relations between them were examined. The results of the research showed that brand equity does not directly affect market performance from the customer’s perspective, but it is effective indirectly through the customer relationship equity. Also, among the structures constituting the brand equity and the customer relationship equity, all aspects except the brand differentiation and brand awareness, affect the characteristics of the customer relationship equity. Also, results showed that all the constituents of the customer relationship equity have a direct and significant effect on brand performance.