مهدی روح الامینی

Today, organizations and business companies are looking for a greater share of the market with increasing competition in the field of sales, social marketing is trying to influence not only the behavior of citizens, but also the behavior of the presentation through the application of marketing principles, methods and systems. social service providers, policy makers and other stakeholders together with specific social issues. Therefore, the purpose of this research is to investigate and prioritize social marketing factors that are effective in promoting the sale of digital products. The method of this research is mixed and descriptive-analytical. In a qualitative method, a semi-structured interview was conducted from 17 experts who were selected as a snowball, and their opinions reached saturation. Digital was obtained by using research literature and by open coding with the help of experts, the components of each of the social marketing factors were extracted and the fuzzy Delphi method was used to screen the components, in order to examine and prioritize the social marketing factors effective in promoting the sale of digital products. And their components were used by the best-worst method (BWM) and with the help of Lingo software. The results showed that the prioritization of social marketing factors effective in promoting the sale of digital products are: customer-oriented, effectiveness, price, exchange process and long-term planning.

With new digital technologies, the consumer decision-making process is a continuous and interactive activity that requires salespeople to adopt a more holistic mindset and marketers to have more creative strategies to overcome competitors in a competitive environment. The current research was conducted with the aim of designing a model of factors influencing the purchase intention of customers by explaining the role of electronic word-of-mouth advertising in National Bank of Iran. Since bank marketers are looking to create profitable relationships with customers, advancement in technology is an opportunity for them to provide new services with better understanding and more interactions with customers. In terms of method, the research is a combination of inductive logic in the qualitative part and comparative in the quantitative part, and in terms of the goal, it is fundamental. In the qualitative part, foundation data theory was used. The data of the qualitative part was obtained by conducting 14 semi-structured interviews with Bank Melli experts, managers and heads of the bank, and marketers, who were selected by purposeful sampling and using the snowball approach until reaching theoretical saturation, and in the quantitative part, using Researcher-made questionnaire, data was collected from 417 customers of selected branches based on available non-probability sampling method. In order to analyze the data in the qualitative section of the Max Quda software and in the quantitative section to check the descriptive statistics of the statistical software SPSS 23 and in the inferential statistics section of the structural equation modeling method based on the least squares approach. A part was used by SmartPLS3 statistical software.

The purpose of this research is to provide a model of the impact of internal marketing on the performance of the banking industry based on the data-based theory method. The research method is applicable in terms of the purpose, and qualitative in terms of the implementation method, based on the inductive approach. The statistical population of the research includes 8 experts of the banking industry, and the sampling was done in a targeted manner and the interviews continued until reaching theoretical saturation. Semi-structured interview was used in this research. To collect and analyze the data, the foundation's data theory research strategy was used. For data analysis, MAXQDA 2020 software was used to code the interviews. The results indicated that a total of 5 components of job security, training, employee motivation and satisfaction, positive communication, development and reward were identified as internal marketing features in the banking industry, and 14 components were identified and extracted in the form of causal conditions (establishing constructive interaction between employees and managers, generous rewards, employee empowerment, management support), foundational conditions (organizational leadership and management, human resource management measures, organizational culture), interventions (political climate, organizational costs), strategies (promotion of customer-oriented culture, person-job fit), and outcome (human development, value creation, increased commitment).

The fashion industry is one of the most influential industries on the environment. It appears to be a highly consumer industry with a relatively low recycling rate. On the other hand, green lifestyle, as one of the modern lifestyles and the concern of many consumers, has taken an important part of marketers' activities. Therefore, the purpose of this research is to identify the factors affecting the customer's involvement with the intention to buy environmentally friendly products in the sustainable fashion and clothing industry. In terms of method, this research is a survey and in the field of applied research. The statistical population of this research is the customers of Mashhad Leather branches in cities across Mazandaran province, selected by simple random sampling of customers. The data collection tool was a questionnaire with 22 questions, whose face validity was confirmed using experts' opinions, its structural validity was confirmed using confirmatory factor analysis, and finally, its reliability was confirmed using Cronbach's alpha formula. Data analysis was done with the help of structural equations, using SPSS22 and LISREL software. In the end, the results indicate that the variables of fashion awareness, perceived risk and sustainable value have a significant effect on customer involvement. In addition, customer involvement has a significant impact on the intention to purchase environmentally friendly products in the sustainable fashion and clothing industry among Mashhad leather customers.

The purpose of this study is to identify and analyze the factors affecting the success of bloggers in selling products and services through social networks and online communication. The structural equation approach as a powerful analytical tool provides the possibility of modeling complex and multivariate relationships. The results of this research can help to develop digital marketing strategies and increase sales efficiency of bloggers in social networks. Also, this study can be a starting point for further research in this field and help to identify the opportunities and challenges of this field. The research method of this research is practical in terms of purpose and quantitative in nature. Data was collected using a researcher-made questionnaire among 384 Instagram social network influencers, and the obtained model was finally confirmed using structural equation analysis with the help of SMART PLS software third version. The results obtained from this research can be used in most brands and personal or company online stores that are interested in selling on social networks.

The purpose of this research is to provide a model of the factors influencing consumers' purchase decisions at the point of purchase using data-based theory. The research method is applicable in terms of purpose, and exploratory in terms of nature. The statistical population of the research includes 10 experts and PhD professors of marketing management in the universities of Mazandaran province, and the sampling was done in the form of a snowball, and the interviews continued until reaching theoretical saturation. Semi-structured interview was used in this research. To collect and analyze the data, the foundation's data theory research strategy was used. For data analysis, MAXQDA 2020 software was used to code the interviews. The findings indicate that the causal factors affecting customers' purchase decisions at the point of purchase include customers' personality characteristics, customers' individual characteristics, and customers' psychological characteristics. Background factors include product characteristics and store characteristics. Also, intervening factors include cultural values ​​and economic conditions. Based on the findings, the main strategies include advertising programs, sales promotion programs, the possibility of product testing, in-store promotions, price leadership strategy, credit purchase, and promotion at the point of instantaneous purchase; and the consequences that are the final result of causal factors, strategies, background factors and the intervening conditions include commitment to the store, word of mouth, repeat purchase, behavioral loyalty, attitudinal loyalty, profitability, and increasing market share.

Using from the celebrities to endorse products and services, especially cosmetics has an impact on consumer behavior. As a result, the aim of this study was to presenting a quantitative model of the use of social media influencers in the behavior of luxury cosmetics industry consumers.

The current research in terms of purpose was applied and in terms of implementation method was survey. The research population was Persian-speaking consumers of luxury cosmetics on the social media in the 2022 year. The research tool was a researcher-made questionnaire of social media influencers in the behavior of luxury cosmetics industry consumers (130 items), which was sent to the samples via email, WhatsApp, Telegram, Instagram, Facebook and YouTube. Number of 500 questionnaires were distributed among the samples that were selected as available and number of 310 case of them were returned and 38 case were removed due to defects and finally 272 questionnaires were analyzed. Data were analyzed with the exploratory factor analysis and structural equation modeling methods in SPSS and Smart PLS software.

The findings showed that the researcher-made questionnaire of social media influencers in the behavior of luxury cosmetics industry consumers had 93 items in 32 components and 11 dimensions, which were included the dimensions of social media influencers characteristics (with three components), brand characteristics (with three components), change in the way of marketing (with two components), technological changes (with two components), people's biological changes (with two components), advertising effectiveness (with three components), government factors (with two components), social insight from social media (with two component), measuring the success of influencer advertising (with two components), using from different marketing strategies (with two components) and process of using social media influencers (with nine components). Also, the factor load of all the items was higher than 0.70 and the average variance extracted, validity ratio and Cronbach's reliability of all components were higher than 0.50, 0.70 and 0.80, respectively. In addition, the final model of the use of social media influencers in the behavior of luxury cosmetics industry consumers had a good fit, and in this model, the dimensions of people's biological changes, technological changes and changes in the way of marketing on the process of using social media influencers, the dimensions of social media influencers characteristics, brand characteristics, process of using social media influencers, social insight from social media and government factors on the each of the two dimensions of using from different marketing strategies and measuring the success of influencer advertising and the dimensions of using from different marketing strategies and measuring the success of influencer advertising on the effectiveness of advertisements had a direct and significant effect (P<0.001).

According to the identified dimensions and components in the quantitative model of the use of social media influencers in the behavior of luxury cosmetics industry consumers can be changed the conditions to change the behavior of consumers and provide the basis for increasing the behavior of luxury cosmetics industry consumers.

The purpose of this research is to present a qualitative model of the use of social media influencers in the behavior of consumers in the luxury cosmetics industry. According to its purpose, the research method is practical, and in terms of implementation, it is qualitative, based on the foundation's data method. The statistical population of the research includes 15 managers of advertising companies with at least 5 years of work experience, managers of online stores in social media and university professors in the field of marketing management who had research. The sample size was conducted with the logic of theoretical sampling and judgmental method and through semi-structured interviews of experts in the field of advertising, and the interviews continued until reaching theoretical saturation. A semi-structured interview was used to collect information. MAXQDA software was used to code the data. The results showed that social media marketing had a total of 11 factors and 93 components extracted and identified. Identified factors include: causal conditions (changes in the way of marketing, technological changes, people's biological changes), central phenomenon (the process of using social media influencers), background and background factors (characteristics of social media influencers, brands), intervening factor (government factors, social insight from social media), strategic factor (using different marketing strategies, measuring influencers' advertising success), consequence (advertising effectiveness).

Since the online banking industry is rapidly changing and evolving, and the market for attracting and retaining customers in this area is very competitive and dynamic, and due to the growing growth of technology and gaming culture in society, gamification as an innovative tool in digital marketing And attracting customers in this area has been taken into consideration. This research examines and designs a digital marketing model focusing on virtual gaming (gamification) in electronic banking. The purpose of this research is to develop strategies that help increase customers and improve user experience in online banking platforms. The statistical population of this research includes all the documents and documents that are as articles, books, theses or scientific reports in the world's prestigious scientific databases regarding digital marketing based on virtual gaming in electronic banking. The sampling method was full enumeration using the prism and CASP techniques. Also, for evaluation and scoring based on the Critical Assessment Skills Program (CASP), five academic experts were used, including university professors in the field of business management with a focus on marketing. In this research, the method of library studies was used to collect the primary data and with the fishing tool. Also, the results showed that the causal conditions influence the marketing of the game; Game marketing and intervention and contextual conditions have a significant impact on the strategies and research strategies on the outcomes among the customers of Bank Sepe Shahr in Tehran.

The final goal of the current research was to present the blogging model of sales in social networks. The review of research literature shows that sales blogging is used as a type of marketing strategy in the field of e-commerce and online sales. This method is composed of the combination of the words "blogging" which refers to the activity of creating content and writing content in a blog, and "selling" which refers to the promotion and supply of products and services to the targeted through different channels. In this How a person or company selling their goods or services uses blogs as an effective tool to provide interesting and useful content about their products or services. The research method of this research is descriptive in terms of purpose and qualitative in nature. In this research, with the help of database tools, the 5-factor model of Strauss and Corbin (1998) was extracted using semi-structured interviews with experts until the saturation limit was reached, which included 542 codes in the form of 35 subcategories and five main categories. The results obtained from this research can be used in most brands and personal or company online stores that are interested in selling on social networks.

This research presents a digital marketing model based on virtual gaming in electronic banking. This research has a practical approach. In terms of nature, it is included in mixed methods (exploratory-descriptive). Research data has been collected through five-choice Likert questions included in the research questionnaire. In this research, in order to analyze the data obtained from the questionnaire, according to the statistical needs, SPSS.V24 statistical software and pls.V3 structural equation software were used in the form of descriptive and inferential statistics in the form of linear and multiple regression. Cochran's formulas were used to select the sample size in the quantitative part of the statistical population, the number of which is 384 people for the unlimited population. Also, the results of the quantitative section showed that the causal conditions affect the marketing of the game; Game marketing and intervention and contextual conditions have a significant impact on the strategies and research strategies on the outcomes among the customers of Bank Sepe Shahr in Tehran.

The purpose of the current is research Designing a retail space model and self-concept, customer consumerism with a Grounded theory approach And research is inductive in nature and qualitative in method And the data collection tool is a semi-structured interview And the researchers used a set of non-probabilistic purposive sampling methods to select the sample And data collection continued to the stage of theoretical saturation And 14 interviews with experts and university professors and experienced managers in the field of management were conducted And the approach used in the research is grounded Theory technique and Coding done in 3 stages of open coding, axial coding and selective coding In open coding, the categories and concepts extracted from the interviews were listed And similar categories were grouped into main categories And in the axial coding of the extracted categories With the axes of causal factors, the contexts of strategies and intervening measures, facilitators and deterrents and outcomes were analyzed and In selective coding, the type of relationships between criteria and sub-criteria was presented in the form of a grounded theory paradigm and Max QDA software was used to analyze the data. The results show that in the causal factors of the design of the external area in the central factors of the interior environment of the store In the factors background, Individual demographic psychological and social cultural characteristics of the customer In strategies, management factors of store products and support activities Facilitating and inhibiting factors were identified in the interferer and customer consequences and store consequences were identified in the consequence factors.

The rapid development of digital technology has changed people's lives in various fields. Businesses use social networks as a way to help customers communicate and to obtain information about their interests and characteristics, as well as to provide Customer service has started in an attractive technological environment. The purpose of this research was to analyze the factors affecting brand promotion in cognitive, emotional and behavioral fields in social networks. Delphi method and Likert scale were used in this study. The results of different Delphi rounds show the factors affecting brand promotion from the experts' point of view as seven factors of social business drivers, previous experience and perceived values ​​of advertising branded websites among the antecedents or perceptual business drivers and customer brand engagement and relationship attitude. Brand status in attitudinal dimensions and finally brand health and customer business relationships were recognized as consequences or brand promotion.

The purpose of the current research is the design style of the interior environment of retail stores from a cultural point of view.

The research is mixed in terms of nature, inductive-deductive and research design. Also, the statistical population in the qualitative section is 14 academic experts and experienced managers, and in the quantitative section, it includes 384 customers of convenience stores in the provinces of North Khorasan, Mazandaran, and Gilan. and Golestan, which were investigated by the available sampling method. The tool for collecting quantitative data is a questionnaire. Finally, in order to validate the model, in the qualitative method of MAXQDA software and in the quantitative method of structural equation modeling (SEM) based on partial least squares approach by Smart PLSR statistical software and to determine the reliability of Cronbach's alpha and composite and soft reliability. SPSS software was used.

The results showed that internal environment factors, store area design, management factors, store products, support activities, customer (demographic, individual, psychological and cultural) characteristics, facilitating and inhibiting intervention factors and the consequences of customers and the store on the environment The store has a positive and significant effect.

Since customers are the only real assets of businesses and the long-term survival of a business depends on the ability to meet customers' needs and provide superior value and satisfy them, evaluating customer expectations and buying behavior plays an important role in business strategy. and performs tasks.

Impulsive buying is rooted in consumer behavior and is a valuable concept in a market environment; because marketing managers can increase their sales and profitability by identifying the stimuli that affect impulse purchases. The purpose of this study is to identify the mental patterns of human factors in stores regarding the identification of factors affecting the impulse purchase using the Q method.This research is in terms of purpose in the field of applied-developmental research and in terms of data collection method is a combination. In the stage of collecting opinions, the qualitative method has been used and in the stage of discovering mentalities, the quantitative approach has been used.The method of data analysis in quantitative part was exploratory factor analysis by SPSS23 statistical software. The participants of this research are university professors and experts in the field of sales in chain stores, which number 30 people in Mazandaran province. Based on the sampling model in Q method, 10 university professors and sales experts who were directly related to the research topic were selected as the sample. The type of sampling is Targeted sampling. After forming 100 Q statements and distributing them among the participants, 36 statements remained. The results showed that six factors: personality, personal position, in-store position, biography, economics and marketing influence impulsive buying behavior

Social adjustment, such as physical, emotional, and intellectual development, is a continuous quantity and is gradually perfected, and is achieved naturally throughout life and in dealing with experiences. With the passage of childhood and adolescence, psychosocial development changes from simple to profound and qualitative. The aim of this study was to investigate the relationship between social intelligence and hope and social adjustment of male high school students in 1400. The statistical population of this study included 45 male high school students in Lavizan organizational houses. The sample size was 207 based on Cochran's formula. The social adaptation questionnaire of Piquel and Wiseman (1999), the Simpson Hope Questionnaire (1999) and the Tromso Social Intelligence Questionnaire (1998) were used for collection. data analysis method; From regression analysis and Pearson correlation coefficient was used in Spss software. Data analysis showed that in all components of hope and social intelligence at the level of 159 confidence level is significant (pvalue = 0.05) and 11 and 209 changes in social adjustment of Lavizan boy high school students based in Tehran depend on the components of hope and Is social intelligence. These results show that the highest variable of hope of high school students in Lavizan dormitory located in Tehran is related to social sphere.

Businesses began using social network as a way to help customers and staff communication and in order to obtain more information in the field of their interests and properties and also to provide customers with services in an attractive environment of technology.

Methosd: 

The main purpose of the present research is explain the structural relations model between social networks marketing and customer behavior toward brand promotion in the dairy industry. The present research is practical – developmental in term of purpose and it is descriptive survey in term of method. The statistical community includes kalleh company`s operators and active members in the social networks at Mazandaran province that their exact number was not announced. In this research, the sample size was calculated based on cochran formula, because of uncertainity of statistical community. Sampling method is of kind of available method, and in order to data collecting, the questionnaire, library and field method were used. Data analysis performed using an analytical predictive software spss 24 and a route modeling software application smart PLS 3.

Finding of this study showed that social media marketing antecedents include social business incentives, brand experience and perceived values of branded web which has a positive and significant effect on customer – business relationships and brand health through the mediating factors of customer brand engagement and attitude toward position. Results of study showed that customer brand engagement and their attitude toward brand position promotes the brand. The results confirm all the hypotheses of the research.

A power system is exposed to sudden variation, unwanted changes in system demand or losing a generating unit that cause a frequency deviation in system frequency. In restructured power systems, frequency control resources must be prepared to compensate this unwanted effect. It is one of the most important tasks of ISO. Previous researches have demonstrated that simultaneous scheduling of energy and frequency control reserves is preferred to sequential scheduling method; therefore this paper discusses simultaneous method considering both transmission congestion and self-regulation effect of load. Furthermore, the paper presents a string of novel inequalities to distinguish unfeasible statuses of participants in the sale. The present problem is mixedinteger and nonlinear, so GAMS and MATLAB software are jointly used to solve it. Finally, the proposed method is implemented on a 39-bus case system. The obtained results verify the efficiency and robustness of the proposed method. In this survey, it is assumed that the market structure is pay as bid.

The simultaneous scheduling of energy and primary reserve is one of most important recent researches. However, in these researches, operation constraints and transmission limitations have been neglected. So it is possible that the power flow results be infeasible since some real constraints are not considered. In this papercongestion constraint intransmission lines, technical capabilities and real constraints of modern generating units are considered in modeling of optimization problem. Congestion constraint is applied using DC power flow. Optimization problem is solved using anovel method based on binary genetic algorithm. Finally, the proposed method has been implemented on IEEE-39 bus case system. The obtained results verify the efficiency of proposed method. In this survey, it is assumed that the market structure is pay as bid.