پیام پاسلاری

This study aimed to explore the key components of digital marketing in insurance companies and to propose a development-oriented model using a qualitative approach. The research method was qualitative, exploratory, and based on thematic analysis. The participants included 20 experts from academia and the insurance industry, selected through purposive and snowball sampling methods. Data were collected through semi-structured interviews, and thematic analysis was conducted using a three-stage coding approach (open, axial, and selective coding). The analysis results indicated that components such as product or service fit with customer needs, digital infrastructure, access to technological tools, content marketing, digital strategy formulation, target audience identification, management attitude, information security, organizational readiness, and utilization of information and communication technology were identified as key pillars of digital marketing in insurance companies. Based on the findings, a conceptual model for developing digital marketing in the insurance industry was designed and proposed, which can serve as a practical guide for decision-makers and managers in this sector.

 The suggestion system is an approach to use the intellectual ability, critical thinking, creative thinking and presentation of fresh ideas by human resources, which leads to the improvement and productivity, effectiveness and efficiency of the organization. The purpose of this research is to present a paradigm model of the suggestions system for school management. 

Considering the nature of the topic and goals, this research has an interpretive paradigm and a qualitative approach. The method of research is Grounded Theory and the the participants are experts in the field of education management. Sampling method purposeful qualitative sampling and selection techniques based on criteria and snowball were performed. The number of participants was 20 and the research tool was semi-structured interview. MAX QDA software was used for data analysis.

In this research, 6 categories, 22 concepts and 60 codes for Suggestions system for school management were identified, which were placed in the form of a paradigm model.

The obtained results showed that in order to achieve general well-being and creativity, acceptance of the mental thoughts of human resources and managers' awareness of employees' capabilities (causal factors), the components of the suggestions system, organizational factors, managerial factors and human factors (Axial Phenomenon) should be focus through aligning the goals of employees with the goals of the organization, spreading the culture of participation and collective cooperation, improving the working relationships of employees and managers, improving managerial performance (strategies) in education. The infrastructures for using the suggestions system, budget and financial resources, using potential intellectual capital, organization policies (background factors) along with the creativity and innovative behavior of managers, new management paradigms based on reform patterns, Organizational affiliation of employees (intervening factors) affect the suggestions system and cause consequences such as increasing the efficiency of the system, employee participation, public satisfaction and promoting social justice.

The aim of the current research is to provide a model of emotional and rational appeals in video marketing based on social networks. According to its purpose, the research method is applicable, and descriptive in terms of data collection. The statistical population of the research includes 200 male and female students between the ages of 25 and 35, selected as a sample and exposed to two types of short-term video advertisement stimuli. The sampling method is random. Data was collected through a questionnaire. SPSS and PLS software were used in data analysis. In this study, through the structural equation approach, it was determined that there is a significant difference between emotional and rational appeals in "attracting" the attention of the audience to video advertisements, which depends on the type and intensity of the emotional or rational load used in content production, which have different effect in creating "behavioral conflict" in the target audience. Also, the effect of the attention-attracting variable was identified as a mediating variable in creating behavioral engagement.

The purpose of this research is to provide a development model for the effectiveness of persuasive advertising in social networks. The research method is applicable in terms of its purpose and qualitative in terms of implementation. The statistical population of the research includes 15 experts, university professors, and managers and specialists in the field of marketing; selected through the maximum diversity sampling method. A semi-structured interview was used to collect information. Data-based and coding method was used for data analysis. In open coding, the researcher found 146 concepts, which were classified into 31 categories. Persuasive advertising in social networks can have significant effects on the behavior and attitude of consumers. These effects include changes in consumer behavior, intensification of competition, formation of values ​​and beliefs, influence on decision making, change in social behavior, influence on brand trust, change in brand attitude, and influence on social networks. However, these effects depend on various factors such as technological changes, social and cultural changes, economic changes, legal and political changes, changes in competition, and changes in the content and format of advertisements. As a result, to increase the effectiveness of persuasive advertising in social networks, it is recommended to pay special attention to these factors.

This study investigates the impact of persuasive advertising elements, including advertising credibility, advertising methods and techniques, ad personalization, and ad frequency on consumers' purchase intentions in the social network Instagram. Given the increasing use of Instagram as one of the primary digital advertising platforms, understanding the factors influencing consumers' purchase intentions is essential. This research shows that persuasive advertising, by enhancing credibility and trust, utilizing creative methods, personalizing content based on audience needs, and maintaining an appropriate ad frequency, can significantly boost consumers' purchase intentions. The findings of this study can serve as practical guidelines for marketers and brands to optimize their advertising strategies, improve performance, and increase conversion rates on Instagram. The scientific results of this research indicate that advertising credibility, creative advertising methods, ad personalization, and balanced ad frequency each significantly affect consumers' purchase intentions on Instagram. Advertising credibility through trust-building, creative methods through attention-grabbing, personalization through meeting audience needs, and balanced frequency through effective message recall, can all reinforce purchase intentions. These findings suggest that marketers should pay special attention to these elements to implement more effective advertising strategies on Instagram.

Now that a huge amount of information circulation, scientific and educational exchanges and human interactions are carried out in the framework of social networks, ethical concepts can be one of the most important concerns of activity in this new environment. The purpose of the research is to investigate the effect of social networks on the formation of moral ideas in the field of educational services.

The current research is applied and is included in mixed research. In the qualitative part, the statistical population of the research included professors and experts in marketing fields and experts in the field of social networks, who were selected as samples based on the snowball technique until saturation was reached. The interview tool was semi-structured and the analysis was done using the triple coding method. The quantitative part was formed in order to analyze the data and test the hypotheses, and its method was descriptive-correlation. The statistical population was marketing activists in social networks, which was randomly selected from the available sample of 384 people. The questionnaire tool was made by the researcher and the structural equation modeling method was used to analyze the data.

The results of the qualitative part of the research indicated the existence of 202 open codes, which were classified into 29 core codes. The results of the quantitative part of the research showed that the causal conditions of the research on the educational brand in the audience (0.599), the personal brand on the research strategies in the audience (0.241), the intervening factors of the research on the research strategies in the audience (0.729), the contextual factors of the research on the strategies Research in the audience (0.331), research strategies have a significant effect on the outcomes of the research in the audience (0.627), the outcomes of the research on the attitude of the audience(0.783).

In providing educational services, virtual networks should try to form a favorable and ethical image in the mind of the audience.

Brand management magazine is a quarterly with a scientific-research approach, belonging to Al-Zahra University in order to develop management knowledge in the fields of strategy and marketing through the publication of local researches on the topic of brand and its management. The purpose of this research is to review and evaluate the form and content of the articles of this magazine. The research method is qualitative and based on content analysis, and a descriptive-analytical approach has been used to describe and evaluate the content of the target society's articles. The statistical population of this research is 193 articles published in the last 9 years from number 1 (April 2013) to number 32 (March 2014) of Brand Management magazine (1 article is the editor's statement which is not included) and for the purpose of objective description. And the quality of the content of the concepts has been systematically investigated in the form of 7 parameters. The subject results obtained show that the articles can be classified into the following 13 topics, of which branding and branding were the most used topics in these articles with 32%. Also, the participation of researchers was evaluated as good, as 537 researchers participated in writing 193 articles, and among them, the participation of Tehrani universities was more. The investigation of research methods also showed that descriptive-applied articles, quantitative research methods and questionnaire tools were popular techniques among researchers in this field.

The purpose of the present research is to design a knowledge management system deployment model in the social security organization of Hormozgan province. The current research method is a qualitative type of foundation data. The study community consists of experts in the field of knowledge management, employees with 10 years of experience and above, heads of departments and deputies of the social security organization of Hormozgan province. Theoretical sampling of the targeted type was used to select people. Data coding was done using Max Kyuda software. The findings of the research using the coding process showed that 177 primary codes in the form of the model of effective factors (causal and contextual, intervention, strategy and consequence) are effective on the establishment of the knowledge management system in the social security organization of Hormozgan province, and 147 primary codes as Model evaluation indicators were selected. These codes were included in the concepts and key categories according to the findings of the research, the categories of "participatory management, professional competence of employees, the organization's mission and government support" as causal conditions, the categories of "information and management systems, strategy and leadership, education and training, design of courses Training and empowerment of employees" as a strategy and 6 categories (strengthening self-regulation skills, strengthening job motivation, increasing organizational commitment, flexibility in communication, entrepreneurship and innovation, improving organizational performance) have been calculated as the consequences of establishing a knowledge management system in the social security organization. .

The main purpose is to provide a qualitative video marketing model in the field of social media in IRAN. Identifying related factors and the relations between them in order to improve the effectiveness of this field of marketing in social networks are among the sub-objectives purposes of this article.

This research is applied in terms of purpose, in terms of qualitative approach and in terms of research implementation method, using content analysis method. The data of this research has been collected by conducting semi-structured interviews. The statistical population included 27 experts and activists in the field of marketing in Iran, of which 3 experts in this field were identified purposefully and the others were selected based on the snowball methodology. Finally, after extracting the main and sub-categories, the video marketing paradigm in Iran's social media was determined.

The research findings from the analysis of 194 primary codes in the form of 75 selective categories illustrated that at least eight components of video marketing in social media. These keys are: 1) individual factors, 2) social factors, 3) content related factors, 4) media factors, 5) attitude, 6) emotional appeals, 7) rational appeals, 8) attention.

In terms of importance role of social media in the field of marketing programs, especially video marketing, providing a model for identifying components in video marketing is very important. Although several components of this field have been identified, however, a single model to develop an integrated collection has not been considered. Although each of these components cannot be determined and ranked arguably in the way of compared manner, but it can be said that the effectiveness video marketing comes through two important- moderating keys: "emotional appeal" and "rational appeal" which affect the video marketing through "attention".

The current research aims to study the impact of the effective variables on the supply chain performance of small and medium companies. In other words, the purpose of the current research is to identify the critical variables that affect the performance of the supply chain. This research is exploratory and descriptive-survey based in terms of execution. Data tools have been utilized to gather information and Cronbach’s alpha was above 0.7. To test the validity of the questions, the content validity method was employed based on the opinions of professionals, university professors, and experts. The statistical population in this research consists of the producers and exporters of small and medium firms, out of which 470 individuals were selected as samples through simple random sampling. The data was analyzed based on an exploratory factor analysis test and ultimately 9 factors of operational, supply, financial, product improvement, demand, governmental, environmental, social, and economic barriers were identified as the main barriers to supply chain performance. The results of exploratory factor analysis indicated that the 9 obtained factors can explain about 61.6% variance of all factors which is an acceptable rate. The first factor is the operational barrier, which is the most important factor with an extracted variance of 13.7; the second financial barrier interprets 11.3% of the total variance.

In today's turbulent and highly competitive environment, company founders and entrepreneurs face various challenges in starting and managing businesses. Business coaches can play an important role in helping them understand business blind spots, challenges and obstacles and build personal brands.Individuals, like organizations, try to build a strong and well-known brand of themselves and their capabilities in various scientific, political, social, cultural, etc. fields. With the emergence of social networks in the business space of education, personal branding, It is more challenging and important than before, so this research has been done with the purpose of personal branding in social networks in the field of educational services. The applied research method is fundamental and practical in terms of its purpose and exploratory in terms of its nature, and the technique used is using database. The tool used was a semi-structured interview with experts in the field of education in the form of a targeted snowball, and the data was obtained after the 20th person reached saturation. , consequences, and the main category. The consequences indicated that the implementation of personal branding in the field of education will lead to 4 important results, market expansion, market leadership, increasing profitability, and audience attraction. Also, the obtained strategies show uniqueness, up-to-dateness, sociability, professional behavior, dynamism, new marketing, effective communication, branding management, and self-awareness that educational instructors should use these strategies for their personal branding.

The present study intends to investigate the role of small-scale border industries in entering regional markets. In other words, the aim of the present study is to first identify the effective export variables to enter regional markets and finally to examine the impact of these variables. This research is of exploratory type and in terms of descriptive-survey work. A questionnaire was used to collect information. The Cronbach's alpha coefficient of the questionnaires is above 7. Content validity was used to test the validity of the questions. For this purpose, the opinions of experts, university professors and experts were used. , Confirmed. The statistical population in this study were producers and exporters of small and medium enterprises, of which 470 people were selected as a simple random sample. Exploratory factor analysis test was used to analyze the data. Exploratory factor analysis Finally, seven factors: product development, government support, strategic orientation, customer satisfaction, competitive pressure, organizational ability, distribution strategies have been identified as influential factors to enter regional markets.The results of factor analysis show that. The obtained 6 factors can explain about 63.81% of the variance of all indicators, which is an acceptable value.The product development factor with the extracted variance percentage of 16.38% was the most important factor and the government support factor was 11.96% Explains the total variance.

This study aims to investigate the effect of the mental image of the store and the service quality on WOM and also aims to compare the regional approach in rural and urban sections of Hormozgan Province. In order to fulfill this purpose, cellular phone was considered as one the most necessary and highly consumed goods with a broad market and was divided into rural and urban sections according to its regional features. The sample under the study included two groups of 384 buyers of cellular phone who were randomly selected from Banadar-abbas city and its neighboring rural areas. The data were collected through a standardized questionnaire and analyzed using Smart PLS software. The results showed that, on the one hand, in urban parts of Banadar-abbas city, the mental image of the store has a meaningful impact on the consumer satisfaction. In other words, alike the mental image of the store, the price of a product, the location of a store, its atmosphere, and the strategies it opts, and involvement in charity and social activities affect the satisfaction of customers. On the other hand, the mental image of the store in rural areas does not have a meaningful impact on consumer satisfaction. Put it differently, in these areas, the mental image does not affect consumer satisfaction and consumers are not sensitive about the store from which they buy their desired goods. Also, the effect of service quality on the consumer satisfaction has led to meaningful results in both urban and rural areas. Finally, the effect of consumer satisfaction on WOM was affirmed in both rural and urban areas.