فهیمه ماه آورپور

Augmented reality technology has emerged as one of the main trends in the digital market in recent years. This innovative technology, due to its appeal and potential, has been repeatedly applied in innovative businesses. The aim of this study is to conduct a systematic and comprehensive review using a bibliometric approach on the citation data of literature related to purchase decision-making based on augmented reality technology. A pragmatic paradigm allowed the researcher to systematically collect citation data from the Scopus database and preprocess it following the standard PRISMA protocol. Ultimately, 239 studies were included in the bibliometric analysis using R Studio and Vosviewer software. The final results identified the most influential documents, authors, journals, organizations, and countries, and highlighted key points regarding buyer behavior and purchase decision-making with augmented reality in virtual businesses through interactive patterns between elements and content analysis of the data. Additionally, it is noteworthy that this concept mainly revolves around five primary areas: virtual and psychological experiences of buyers in online shopping with augmented reality; the impact of artificial intelligence on new technologies in buyer behavior; interactions of technology, perceived value, and cognition on buyer experience in retail using mobile augmented reality; the role of augmented reality technology in purchase decision-making and smart shopping in the virtual space. The influential school of thought on augmented reality technology in buyer decision-making is associated with the stimulus-organism-response theory, which forms the intellectual foundation of this field.

Augmented Reality (AR) is an emerging topic for managers across different disciplines While augmented reality technology literature is growing, there is no comprehensive analysis of augmented reality technology in marketing transformation The research aims to bridge the knowledge gap by providing a multifaceted bibliographic overview of augmented reality technology literature in marketing and reveal its trends, areas of focus and intellectual foundations. The study is based on 496 articles published on Web of Science between 1996 and 2023. According to the findings, the concept mainly revolves around seven main areas: human-machine interaction in future of digital marketing and Metaverse, advertising and customer response in online purchases, marketing challenges in industry 4 and new technologies, the effect of virtual technology on customer loyalty in retail, adoption of behavioral technology of Tourism customers, augmented reality technology marketing in the decision-making process of buyers and brands, and finally the richness of social media in e-commerce in Covid 19. While priorities and research topics have evolved over time, key concepts such as buying experience, shopper behavior, buying decision making, technology adoption have been repeated. The three influential schools of augmented reality technology in marketing are associated with integrated theory, planned behavior theory (TPB) and cognitive evaluation theory that have shaped the intellectual foundations of the discipline but we believe that a greater diversity of fields is needed to examine and describe augmented reality technology in marketing transformation.

The world is on the brink of significant technological revolutions that impact consumer behavior. The emerging reality where virtual content integrates with users' understanding of the real world has been identified as a technology with considerable growth potential for marketing and related fields. Hence, the present research aims to identify the characteristics of consumer behavior and purchase decision-making based on augmented reality marketing.

In this study, identifying the characteristics of buyer behavior and marketing-based purchasing decision-making using augmented reality technology is 90 coding and 5 sub-themes including problem recognition, information search, information evaluation, purchase and post-purchase decision-making, and to the 3 main themes of pre-purchase decision-making, purchase and post-purchase decision-making.

In this study, identifying the characteristics of buyer behavior and marketing-based purchasing decision-making using augmented reality technology is 92 coding and 5 sub-themes including problem recognition, information search, information evaluation, purchase and post-purchase decision-making, and to the 3 main themes of pre-purchase decision-making, purchase and post-purchase decision-making.

the use of augmented reality technology enables us to identify the features of consumer behavior and the purchasing decision-making process more accurately and comprehensively using advanced and reliable marketing methods.

The theory of uses and gratifications, developed by Blamer and Katz (1974), is one of the major theories of media, mass media, and new communication technologies. According to this theory, people in the media and communication technologies look for the content that they best enjoy. One of the main concepts and assumptions of the theory of uses and gratifications is the activeness of the audience. In other words, the audience seeks to meet their needs, gain gratification and satisfaction in using the media. It is believed that the choice of media provides the desired satisfaction (Kharazi et al., 1400). New communication technologies have had a significant effect on the speed of business development and increased competitiveness domestically and internationally (Klimovets, 2017). One of the key factors determining the ability of a company to compete successfully in marketing is the use of new communication technology. The last two decades experienced the rapid development of new communication technologies. Digital tools and applications are evolved almost every day. The rapid advancement of technology in hardware and downsizing and processing power has made it possible to develop tools that allow users to experience new "types of virtual reality" (Shen et al., 2022). The global augmented reality market for 2014-2018 shows that this market has grown by an average of 130% per year (Klimovets, 2018). AR / VR technologies are advancing rapidly with artificial intelligence and automation. In the future, augmented reality technology, due to its attractiveness and potential, will be actively used in innovative projects (Klimovets, 2017). Augmented reality (AR) technology has emerged as one of the main trends in the digital market in recent years (Wang, 2021). A growing series of research has addressed marketing-related issues surrounding this new technology (AR) (Kumar, Ramachandran, & Kumar, 2021). Augmented reality technology is an effective tool for direct sales and marketing and provides an optimal solution to marketing problems. Marketing with this new technology (AR) represents a new, potential and influential sub-discipline in marketing.

The current research is developmental in terms of purpose because the role of augmented reality technology in advertising is exploratory. In addition, in terms of the data type, it is qualitative research. Interviewing was selected among the different methods of data collection in qualitative research under COVID-19 conditions and the impossibility of coordinating with several experts in simultaneous meetings and recording their knowledge and expertise about the new technology (augmented reality) in advertising. In this study, due to the novelty of the subject of the interviews (i.e., augmented reality technology), it was preferred to ask specific and directional questions with regard to the lack of prior mentality about the subject of the semi-structured interviews. After an in-depth review of the advertising literature and augmented reality technology according to the main research questions, the main open-ended interview questions were designed according to the model (5M). The statistical population of the research consisted of advertising companies in the field of augmented reality technology

Theme 1: Mission: The use of new technologies in the advertising industry requires fulfilling the goals that are in line with the marketing policies of companies and organizations. Goals in advertising fall into three categories including goals with a focus on the customer, goals with a focus on the market, and goals with a focus on the results. Mostly, people between the ages of 18 and 70, including our young and middle-aged population, are among the targets of our augmented reality technology advertising.Theme 2: Message: The use of any technology must be of effect on the audience and deliver a message to a specific audience with clarity and transparency. In addition, the transmitted message must be able to solve the problems and mental concerns of the target audience. According to one expert, "Using augmented reality technology, by engaging the audience's emotions and showing the intricacies and subtleties of the product or service, has been able to raise the awareness of the audience and continuously accompany them by creating attractiveness”.Theme 3: Media: Media and distribution channels of advertising messages have very important roles in attracting the audience. It should be noted that the first point of contact of any company or organization with the customer is through communication channels, which is a formidable reason as why more attention should be paid to media and channels of advertising messages. On the other hand, the need to design a content publishing calendar and pay attention to the limitations are significant issues in the review of advertising media.Theme 4: Money: The use of any new technology in marketing-related topics requires money and the creation of optimal advertising methods. It should be noted that the use of augmented reality technology can reduce unnecessary costs to some extent and increase effectiveness to an acceptable level. According to one expert, "the use of augmented reality has been able to optimize advertising, to largely prevent the allocation of heavy budgets online and offline to advertising”. It is suggested that part of the profits of companies be allocated to updating this technology, so reasonable budgets are allocated to the marketing department of companies annually.Theme 5: Measurement: Spending more on the new technologies section requires reviewing and measuring the effectiveness of these technologies in the field of advertising. In this regard, two important tests should be considered. The first is a pre-test,which measures the effectiveness of an ad before using the technology, and the second is a post-test, which measures the effectiveness of an advertisement after using that technology.

This study has introduced new concepts of advertising in the use of augmented reality technology. It provides the basis for explaining its concept and setting marketing strategies at a high level.

Positive Character Strengths can be defined as characteristics that allow an individual to function at their personal best. The strengths are especially important for knowledge acquisition and problem solving. Knowing the dimensions of character strengths is effective on business continuity and development. Therefore, this research aims to investigate the impact of positive character strengths to business continuity with the mediating role of resilience and moderating social responsibility in corona-drive conditions. The statistical sample of this research includes 240 managers of service businesses in Isfahan. In order to data collection, the questionnaire and convenience sampling method were used. The reliability and validity of the research constructs using Cronbach's alpha and average variance extracted (AVE) were confirmed. Research hypotheses were checked with the help of Smart PLS3 software. The results of the research showed that positive character strengths have a positive and significant effect on resilience. As well as, resilience has a positive and significant effect on business continuity. In order to promote the business continuity of through the positive character strengths, emphasis should be placed on resilience. Also, four important functions of character strengths; the virtues of wisdom, self-control, courage and excellence have a positive and significant effect on resilience. Two other functions of character strengths; the virtue of humanity and justice has no significant effect on resilience. It should be noted that the social responsibility-moderating variable does not moderate the relationship between resilience and business continuity in the Covid-19 era.

COVID-19 epidemic disease has become a major health concern worldwide that can affect social responsibility as well as quality of life. During the COVID-19 epidemic disease, researchers are using innovative technologies to end this threat. In tourism, virtual reality (VR) is one such technology. Virtual reality technology provides the user with a virtual environment so that he can do what he/she cannot do in a real environment or does not have the necessary conditions to do in this virtual environment by simulating realities.However, despite broad, studies, little research has been observed in this field in Iran, especially in tourism.Therefore, this study aims to investigate the effect of tourism with virtual reality technology on tourists' satisfaction through the mediation of behavioral intentions and moderating of Corona conditions. The statistical sample of this research includes 368 visitors from three different tourist attractions using virtual reality technology. In order to research data collection, an online questionnaire and convenience sampling method were used. The reliability and validity of the research structures were confirmed using Cronbach's alpha and the average variance extracted (AVE). The research hypotheses were tested using Smart PLS3 software. The results showed that the interest in virtual reality tourism has a positive relationship with behavioral intentions in tourism. The interest in virtual reality tourism affects tourists' satisfaction through behavioral intentions. It should also be noted that social responsibility in the corona period does not moderate the relationship between behavioral intentions and tourist satisfaction

Popular technologies today certainly include augmented reality technology. The application of augmented reality technology in the field of business, marketing, and promotion of products and services has its potential and its reasons. Despite the popularity of this new technology in developed countries, its use in the Iranian marketing industry has been neglected. Therefore, the present study is a qualitative study of the challenges and solutions to using this new technology in Iranian marketing. First, to collect qualitative data, a semi-structured interview questioning framework with experts according to the technology acceptance model was developed. Next, 12 executives with experience in the field of augmented reality technology were selected according to the snowball sampling method. The second phase interviews were coded using Braun and Clarke's six-step inductive thematic analysis using MaxQDA software. The results show that there are a total of 2 main topics and 6 sub-topics. Key topics include the challenges of using augmented reality in the Iranian marketing industry and solutions for using augmented reality in the Iranian marketing industry and sub-topics include Challenges from the customers' perspective, challenges from the service provider's perspective, challenges from the technology perspective, solutions from a customer perspective, solutions from a service provider perspective, solutions from a technology perspective.

Augmented reality technology is one of the modern information visualization technologies. Today's popular technologies undoubtedly include augmented reality (AR) technology. The application of augmented reality technology in the field of business, marketing, product promotion, and services has its potential and justification. Despite the spread of this new technology in developed countries, the use of this technology in the Iranian marketing industry has been neglected. Therefore, the present study aims to investigate the challenges and solutions to using this new technology in the Iranian marketing industry.

This qualitative research is exploratory in terms of approach. To collect qualitative data, a framework was developed to conduct semi-structured interviews with experts according to technology acceptance models. Then, 12 experienced executive experts in the field of augmented reality technology were selected by the snowball sampling method. The interviews in the second phase were coded using Braun and Clarke's six-step inductive thematic analysis method by MaxQDA20 software.

The results showed that a total of 2 main themes and 6 sub-themes were obtained. The main themes include challenges of using augmented reality technology in the Iranian marketing industry, and solutions for using augmented reality technology in the Iranian marketing industry, and sub-themes include challenges from the customer’s perspective, challenges from the service providers’ perspective, challenges from the technology perspective; solutions from the customer's perspective, solutions from the service providers’ perspective, and solutions from the technology perspective.

Based on the findings of this research, the lack of specific laws in the field of new technology legislation, the impact of social and political events in the country on internet filtering and bandwidth reduction, as well as the lack of support for developers, are the most important challenges of using new technologies in Iran. The specialists of this research stated that in order to solve these challenges, the capacity of neighboring countries should be used for technological issues, and also by teaching how to understand new technologies in schools and kindergartens, the culture of using these technologies will spread among the people. It has also been suggested that augmented reality technologies must be used in television advertisements so that people realize the advantages of using this technology.

Reputation is defined as people’s general perception about a company's outstanding characteristics. In sale position, salesperson reputation is important for customers. Professional salespeople with their good performance create a positive mental image in the customers mind towards the company. This mental image attracts customers to the company and makes customers be presenter of the company in front of others which ultimately leads to an increase in the company's profits. Purpose of this study considers effect of perceived personality on reputation of sales force and it’s consequences on company's share of customer's wallet and desire to purchase frequency. According to this, present study in terms of objective and methodology is practical and descriptive correlational respectively .Using simple random sampling method, 80 people who are connected with the sales force of the companies located in Semnan science and technology park were selected as samples. For data analysis partial least squares method was used. Results of study showed that stable perceived personality and flexible perceived personality have positive meaningful impact on salesperson reputation. Due to enhancing Loyalty through ealesperson reputation we should emphasize on added experiential value. Also customer's loyalty has positive meaningful impact on both share of customert’s wallet and desire to times of shopping. Moderate of congruence between salesperson customer and customer affects relationship between loyalty and desire to times of shopping. Moderate of congruence between salesperson customer and customer doesn’t have any effects on relationship between loyalty and company's share

The concept of security feeling is considered one of the most important concepts and indicators in the field of social health. Erosion of social capital is among the most important consequences of insecurity. Today, with the emergence of erosion of social capital in cities, studying the issue of social security has become essential. The present study was aimed to assess social security feeling among women working in the metropolis of Isfahan by emphasizing the level of trust and perceived social support as two important indicators of social capital.

The present research, in terms of aim, has been of applied type and has been conducted according to the survey method. The information required for the research was provided through a test and a sample including 126 women working in Isfahan and using available sampling method. The social security test has Cronbach's alpha of 0.87, the perceived social support test of 0.79 and the social trust test of 0.89. To analyze the research data, structural equation modeling and Smart Pls were used. Findings and

The results showed that social support and social trust have a significant relationship with the social security feeling of women working in Isfahan

Reputation is a key issue in business. Like organizations, cities also compete at regional, national, and even international level. In such a competitive environment, reputation can be a valuable resource for a city. This study tried to present a model to explain the impact of branding on city reputation and its role in city performance. In terms of the purposes, this is applied research that had been done using the survey method. The required information was collected through a questionnaire from a sample of 277 Isfahan travelers using the available sampling method. Structural equation modeling with Smart PLS2 software was used for data analysis. The results revealed that city reputation has a positive and significant relationship on city performance and brand image impacts the city’s reputation through brand equity. Also, brand identity has a significant positive relationship on brand image.

Technology is the strongest force shaping the marketing environment. Technology reputation is a subset of company overall reputation and it refers to company technology expertise and capability. firms are forced to keep pace with rapid technology changes and pursue the “always be innovative” approach if they wish to remain competitive in the marketplace. Therefore, in this research has been tried review the Actors affecting on foster technology reputation and technology reputation effect on business performance. The present study due to it’s objective is practical and terms of methodology is descriptive correlational. With simple random sampling 104 companies in Yazd science park were selected as an example. The results show that employees skills،brand orientation and internal social capital have positive meaningful impact on technology reputation. Forty six percent of variations of technology reputation is explained by Brand orientation. Brand orientation behavior in turn is explained by twenty percent of Brand oriented norms and fifty percent of Brand oriented artefacts. For enhancing the Brand oriented behavior through Brand oriented values should emphasize on mediator Brand oriented norms. Furthermore for enhancing business performance through technology reputationin should emphasize on customer performance and market performance

Nowadays, with the appearance of competitive environment, quality of services is important. The sector of health has a special status compared with other sectors of services. Patients determine the quality of services that are provided by hospitals which are regarded as large and complex service organizations within the health system. The aim of this study was to investigate the relationship between perceived service quality, perceived services value, patients’ satisfaction, word of mouth advertising and tendency to patients’ return.
Material and This study was a descriptive and functional and from aspect of results, is practical and was done by one cross-sectional and fieldwork. The sample of study of 135 health care receivers, who were referred at least once from Feiz eye clinic in Isfahan were selected by using Cochran formula and stratified with random sampling. The data collected with a questionnaire which its reliability and validity were confirmed. The collected data were analyzed with SPSS and Smart PLS2 software.
The findings showed that all indices have acceptable load factor. Perceived service quality had a significant positive impact on perceived value (0.57) and patient satisfaction (0.28). Perceived value had a significant positive effect on patients’ satisfaction and patients’ return. Also, patients’ satisfaction had effect on word of mouth advertising and word of mouth advertising had effect on the patients’ return.
The results of the study indicated that perceived value and patients’ satisfaction meditate between the relationship of perceived service quality and patients’ return. In addition, the indirect effect of perceived value on patients’ return, with changeable mediation of patients’ satisfaction is more than direct effect. Also, among the variables, patients’ satisfaction had greatest effect on patients return.

Destination Reputation is known as a potential impact on the tourism industry and loyalty to Destination. little research has studied the antecedents of a tourism destination reputation and issue import to marketers. Accordingly, regarding vaguely identified within the reputation literature and important role in the tourism In this study we will try to deal Structural Modeling factors affecting on tourism destination reputation and its impact on Destination brand equity. The purpose of current study is Practical And based on of Type descriptive – survey. Required date of research collected by questionnaire. Volum of sampl formed of 313 persons among all of Tourist in isfahan city was chosen at random. for analyze data and confirm, structural equation modeling with Smart PLS2 is used.The results research show that Destinations reputation on Trust in Tourist Destinations and word of mouth destination has positive and significant relationship.Also Destination Reputation via Destination image affected on destination brand loyalty, destination brand awareness and destination brand perceived value. Familiarity affected on the reputation destination and 46% of a destination's reputation is explained by familiarity. Familiarity in turn, is explained by cognitive perception (33%) and affective evaluation (31%).Findings confirmed that to enhance the reputation Destination through cognitive perception and Affective Evaluation should emphasiz on mediator Familiarity. Given the important mediating role of familiarity, the various stakeholders in the tourism industry should strengthen fa miliarity in order to develop and enhance their reputation. Familiarity can be defined as the knowledge of what,why, where, and when others do what they do In fact, familiarity can be taken as the knowledge and the affective evaluations of the organization Therefore, familiarity is a broad construct where knowledge about the organization can be resourced from sources as varied as the individual's prior visits to the destination, the media, word of mouth or publicity From the point of view of tourism, it is very important that a place be considered more familiar than others. Familiarity plays a very important role in various tourist's decisions. For example, it has been argued that familiarity strengthens the tourist’s closeness to the place and on the vacation choice.

Over the last two decades, discussions about “brand” and “reputation” have broadly appeared in national as well as international level and have always been presented in global marketing as factors that affect competitive challenges. Reputation can be defined as a perception of outsider people of the prominent features of a company or brand. This study aimed to investigate the influence of several factors such as customer satisfaction, reliability, corporate responsibility and commitment on brand reputation as well as the effects of corporate and brand reputation on word of mouth marketing in the automotive industry (notably, Samand brand). The required data is collected by using a questionnaire and the sample size was 194 people who were selected from Samand owners in the Isfahan city. According to the findings, company’s economic responsibility has the greatest impact on brand reputation. Moreover, corporate reputation has greater impact on WOM than brand reputation. Furthermore, the impact of product track record, the moderate variable, on the relationship between trust in brand reputation and expertise, the moderate impact, on the relationship between corporate economic responsibility and corporate reputation are supported.