adeleh dehghani ghahnavieh

This article aimed to examine the impacts of acceptance factors for conversational assistants on customer attitudes and brand engagement, while also considering the moderating role of perceived risk. The study adopted a positivist paradigm, employed a comparative research strategy, and utilized a cross-sectional design. It was applied in purpose and descriptive in method. The target population comprised customers of banks in Isfahan with a minimum sample size of 396 determined using G-Power software; however, to enhance accuracy, a sample of 400 participants was selected. Data were collected using a standardized questionnaire. Validity was assessed through content validity based on expert opinions, as well as convergent and divergent validity. Reliability was evaluated using Cronbach's alpha, omega coefficient, and composite reliability. Descriptive statistics were computed using SPSS version 25, while Structural Equation Modeling (SEM) was performed using Smart PLS 3.0 to evaluate model fit and test hypotheses. Results indicated that perceived ease of use, perceived usefulness, perceived pleasure, and perceived trust significantly and positively influenced customer attitudes and brand engagement. Additionally, perceived risk moderated the relationship between customer attitude and brand engagement. If conversational marketing is effectively implemented in banking, and if conversational assistants are embraced by customers, this will foster a positive attitude and enhance customer engagement with the brand. Therefore, the banking industry should prioritize the development of appealing conversational assistants to provide optimal experiences and services that meet customer needs in a timely manner.

Examining brand experience, value congruence,and customer engagement for tourism brand productivity.Given the significant effects that brand productivity in the tourism industry can have on a country's prosperity and economic progress, the primary objective of this research is to develop and empirically examine a conceptual model that elucidates the complex relationships among brand experience dimensions,brand value congruence, customer-brand identification, and brand productivity.Furthermore, the study investigates the moderating role of customer-brand engagement within this framework.The statistical population for this research comprises the tourists visiting the city of Isfahan.Given that the population is unlimited, a sample size of 400 participants was selected based on Cochran's formula, and the sampling method used was convenience sampling.The data was collected through a structured questionnaire.First, the validity and reliability of the measurement scales were assessed. Content validity and convergent validity were established, and the reliability was confirmed through Cronbach's alpha and composite reliability calculations. The results of these assessments were satisfactory. For data analysis, the researchers employed structural equation modeling techniques, utilizing SPSS25 and SmartPLS3.0 software. Sensory experience, effective experience, behavioral experience, intellectual experience and brand value congruence have a positive and significant effect on customer-brand identification.Customer-brand identification has a positive and significant effect on brand productivity.customer-rand engagement can moderate the effect of brand-customer value congruence on customer-brand identification.The results of this research will help the authorities to promote and improve brand productivity in the tourism industry by focusing on customer-brand engagement, brand value congruence and customer-brand identification,and considering different dimensions of customer experiences.

Considering the recent crises, including the corona disease and the sanctions and their effects on the tourism industry, it is necessary to revive this industry. This study investigates the effect of brand coolness on customer brand engagement and the effect of customer brand engagement on the behavioral responses of tourists (intention to revisit and intention to recommend to others), considering the moderating role of brand experience. The population of this research is tourists in Isfahan, which was selected using Cochran's formula of 400 people. The data collection tool is a questionnaire that was distributed and collected using the available method. In this research, content and convergent validity were measured and checked, and reliability was obtained by calculating Cronbach's alpha factor loading coefficients and composite reliability. Structural equation modeling of confirmatory factor and Spss25 and Smart Pls2.0 software were used for data analysis. The results show that coolness has a positive and significant effect on brand engagement, and brand engagement has a positive and significant effect on the intention to revisit and the intention to recommend to others. Brand experience can moderate the effect of brand coolness on brand engagement. Tourism managers and marketers can increase the number of tourists revisiting destinations by considering the role of brand coolness and its effect on customer brand engagement by providing a favorable brand experience. Also, encourage tourists to recommend these tourist places to others.

The online brand community is one of the most important social structures in communication that has provided the ground for the exchange and sharing of thoughts and ideas for consumers and is a fertile ground for becoming social benefits and information for consumers. The purpose of this study is the role of attitudes toward online branding communities on consumer and consumer behavior with social and information interests in mind. The statistical population of this research is the consumers of Samsung brand mobile phones who are members of the brand's virtual page in the social network with Instagram, Telegram, WhatsApp, etc., the number of sample size in this research is 300 people. In this research, a standard questionnaire is used to collect information. Convergent validity and divergent validity were used to assess the validity and Cronbach's alpha was used to assess the reliability. The validity and reliability of the questionnaire were required. Data analysis was performed by testing structural equations using LISREL software. The results show that social benefits and information resources have a positive and significant ratio to the online brand community. Attitudes towards the online brand community have a positive and significant effect on the constructive complaining behavior of the brand, brand loyalty, brand trust and willingness to participate in online brand social community events.

Spreading fake news on social media is one of the main concerns of various sections of society, including retailers and service providers; Because it affects the buying behavior of consumers and the sales of retailers. The purpose of this study is to investigate the factors affecting the sharing of fake corona news on social media with emphasis on the moderating role of consumer knowledge of fake corona news. The research is applied in terms of purpose and is of the type of survey research.The statistical population is social media users in Corona.219people were selected based on Cochran's formula using available sampling method.Data were collected through a questionnaire and data analysis was performed from structural equation modeling using Spss25 software and Smart Pls2.0.According to the research findings, information retrieval, social interaction, time spent, altruism and entertainment have a positive and significant effect on sharing fake Corona news on social media.Consumer resilience has a significant negative impact on the sharing of fake Corona news on social media.Fake News Knowledge is able to moderate the impact of information retrieval on Corona fake news sharing on social media as well as the impact of social interaction on Corona fake news sharing on social media.

The purpose of this study was to investigate the effect of customers 'destructive behaviors on employees' reactions such as leaving the service, job satisfaction of frontline employees with regard to the moderating role of behavioral approach of managers and colleagues in tourism agencies in Tehran. The leading study used a survey-correlation method to collect data. Statistical population of all travel agencies in Tehran that are somehow involved with tourists and customers. For this purpose, 400 questionnaires were distributed and 384 questionnaires were collected. In this research, the standard questionnaire has been used in absentia and the data have been analyzed through SPSS and lisrel software. Destructive behaviors of customers have an effect on job feelings (emotional disharmony and emotional burnout) of employees and also job feelings of employees have a direct effect on intention to leave the job and job satisfaction. Based on the results, it can be said that the destructive behaviors of customers increase job leaving and decrease employee job satisfaction. Managers' behavioral approach, the use of emotional intelligence and customer orientation seek to neutralize these negative emotions in employees and customers. It is also necessary to increase cooperation in the behavioral approach of colleagues and reduce unhealthy competition. Destructive behaviors of customers can affect the negative emotions of employees and by considering the moderating effect of emotional intelligence, customer orientation, cooperation, competition cause behavioral reactions such as leaving the job and job satisfaction.

Due to the great damage that Corona has inflicted on the tourism industry, neglecting the future of tourism marketing can pose a serious challenge to this industry and economy and have irreparable consequences. The purpose of this study is to identify key factors, drivers and future scenarios of the tourism marketing.

The present study is applied-developmental in terms of purpose, descriptive-analytical in nature and mixed (qualitative-quantitative) in terms of methodology. The method of this research is scenario writing using MicMac software to identify key drivers and scenarios with Wizard scenario software.

First, the future trends and meta-trends of post-corona tourism marketing were identified, of which 41 key trends and 8 meta-trends were identified. According to experts, 19 key factors in the future of tourism marketing in post- corona were identified using the cross-impact analysis and questionnaire completion. Then, using the cross-impact analysis questionnaire and with the help of the Wizard scenario software, two groups of favorable and unfavorable scenarios were identified.

Based on the research results, there are two favorable scenarios and two unfavorable scenarios that can help marketing and tourism policy-makers and decision-makers to take into account the effective factors and scenarios proposed for proper planning of industry in the post-Corona era.

Considering the widespread and irreversible effects that Corona has had on health, economy and society, it is the duty of marketers to prevent Coronavirus through effective marketing and promote preventive behaviors. The purpose of this study was to present a model of effective marketing mix on Coronavirus prevention.

The present study was a descriptive-survey and cross-sectional. The population of this study was social media users. The sample size was 177 people. The data collection tool was a questionnaire. In this study, content validity and construct validity were evaluated and the reliability of the questionnaire was obtained by calculating Cronbach's alpha coefficients and combined reliability. Structural equation modeling and SPSS16 and Smart Pls2.0 software were used to analyze the data.

The results showed that advertising (t=2.731 and path coefficient 0.236), product (t=4.458 and path coefficient 0.473) and distribution (t=3.050 and path coefficient 0.320) had a positive and significant effect on behavioral change; advertising had a positive and significant effect on Coronavirus awareness (t=6.658 and path coefficient 0.674); and finally Coronavirus awareness had a positive and significant effect on behavioral change (t=2.522 and path coefficient 0.215). Behavioral change also had a positive and significant effect on preventive behaviors (t=5.104 and path coefficient 0.716). However, the effect of price on behavioral change (t=1.664 and path coefficient -0.196) was not confirmed.

Social media and marketing mix is ​​an effective factor in changing preventive behaviors and behaviors in Corona that needs to be considered by health officials and officials to use preventive behaviors with appropriate use of social media and marketing mix.

Given the impact that Corona has had on the economy, society and the life of the industry and the problems it has brought, especially for the tourism industry, foresight and identification of trends and developments affecting the future of the post-Corona tourism industry is essential for the industry to survive. The purpose of this study is to identify the megatrend affecting the future of post-corona tourism marketing. Therefore, after conducting library studies and reviewing valid documents and interviewing, a list of key developments and trends in the future of post-corona tourism was identified. The opinion of 14 experts and their consensus on the influence of factors on each other entered the matrix. By analyzing the data obtained from the matrix using Micmac software, the effectiveness of each factor and the distribution of factors including stable and unstable are determined and evaluated and all trends in the form of two-dimensional variables, regulatory variables. Impact variables, dependent variables and independent variables were identified and categorized, and finally, based on software analysis, effective strategic trends were identified and identified, which are: virtual world, increasing attention to improving lifestyle, economic values, channel Digital ،, Health Care, Virtual Reality, Diseases and Treatments, Internet of things, Growing Market Integration, Technology Deployment, Epidemic Concern, Sustainable Innovation, Nanotechnology, Changing Beliefs and Values, Evolution Technology, social and economic transformation, the importance of supply chain, emerging markets, access to technology, flexibility, biotechnology, agility, artificial intelligence, transformation; These variables are considered as key players in the future of post-corona tourism

 Due to the increasing growth of online shopping in the Corona era, people's sensitivities to ethical marketing have increased. The purpose of this study is to investigate the effect of ethical marketing mix in the relationship between consumer consumption and ethical brand and value co-creation with respect to the mediating role of communication quality in corona conditions.

 This is a descriptive-correlational study that was conducted on 400 online consumers in Isfahan. Sampling was done by convenient method. To collect data, these questionnaires were used: mixed variable questionnaires of ethical marketing by Jin and Lee (2019) and Kumar (2016), consumer relationship with brand of Jin and Lee (2019). Becerra & Badrinarayanan (2013) and the quality of communication and value co-creation by Nadeem et al. (2020). Structural equation modeling using Smart PLS 2.0 software was used to analyze the data.

Ethical Considerations: 

In all research processes, honesty, trustworthiness and confidentiality have been observed.

 Findings showed that Ethical product at the rate of 0/292, ethical price at the rate of 0/167, ethical promotion at the rate of 0/119 and ethical distribution at the rate of 0/275 has a positive and significant effect on the consumer relationship with the ethical brand. Consumer relationship with ethical brand is 0/587 effective on communication quality. Consumer relationship with ethical brand of 0/461 and quality of communication of 0/235 has a positive and significant effect on value co-creation. Communication quality serves as the mediator of the impact of the consumer relationship with the ethical brand and value co-creation.

 Ethical marketing mix affects the consumer relationship with the brand and the quality of communication and the consumer relationship with the brand affect value co-creation. Communication quality is the mediator of the consumer relationship with the brand and value co-creation; Therefore, these results help managers and marketers to pay special attention to the mixed strategies of ethical marketing and to be able to influence the consumer-brand relationship in corona conditions and co-create values through quality communication while observing ethics in marketing.

The Corona crisis has had many economic, social, and psychological effects on various businesses and industries, including tourism. Many businesses and tourism businesses in covid-19 have suffered new damage. Corona has caused many people to lose their jobs and incomes. Employees and managers of the tourism industry have suffered dramatically during the Corona era. Therefore, policymakers need to consider comprehensive and mandatory measures to help employees and managers of the tourism industry. Health-related crises may directly and negatively affect tourism because corona travel can play a vital role in spreading pandemics among tourist destinations. Coronation and quarantine measures have reduced the number of tourists; even tourism in some areas has stopped entirely. Pervasive health issues such as perceived danger and fear have closed tourist destinations in many countries and left people quarantine. Perceived risks or fears are the main factors influencing travel behaviour or travel intentions in the present and future. Social media is an essential factor in crises and infectious diseases, including Covid-19. Social media also has acute effects on tourism, primarily how tourists use information. Therefore, it is suggested that tourism destinations use social media operating systems to reduce the perceived risks and fears by visitors and influence their understanding of their destination. Co-creation of value and customer brand engagement is essential for business-building mechanisms because it affects the potential behaviours of customers. To support this industry, marketers and tourism stakeholders can use social media in the tourism industry to influence customer brand engagement and increase their participation, and ultimately influence the behavioural intentions and co-creation of brand value and re-intention. Recently, many studies have focused on the tourism crisis, while a small number of studies have examined and studied the health risks associated with the corona. This study investigates the effects of social media on customer brand engagement and its subsequent impact on the co-creation of brand value, behavioural intention, and re-intention in the corona environment.

The present study is part of applied and descriptive-survey researches in terms of purpose and data collection method. This study seeks to describe and explain the impact of social media on customer brand engagement and the co-creation of brand value, behavioural intention, re-intention by considering the moderating role of customer perceived risk in the Covid-19 era in the tourism industry. The population of this research is the tourists of Isfahan. According to the statistics announced by the Secretariat of the Executive Headquarters of Travel Services of Isfahan Province, the number of tourists is more than 94,000, and 190 people were selected using the Cochran's formula. Research scales for measuring variables were first extracted from theoretical foundations, and then a questionnaire was designed based on the Likert scale. Then, based on the experts' opinion, the face validity and content were reviewed and approved, and available methods collected the data. In this study, content validity and construct validity were evaluated, and reliability was obtained by calculating factor loadings of Cronbach’s alpha and combined reliability, which was confirmed. Confirmatory factor analysis of structural equations modeling and Spss25 and Smart Pls2.0 software were exerted to analyze the data.

Despite the dangers, threats, and effects that Corona has had on the tourism industry, the use of social media during the Corona era and even in the future can help the survival and revival of the tourism industry. The results show that social media (with a path coefficient of 1.152 and t-value = 6.638) positively and significantly affect customer brand engagement. And customer brand engagement with a path coefficient of 0.874 and t-value = 27.615 has a positive and significant effect on behavioural intention. Customer brand engagement with a path coefficient of 0.611 and t-value = 3.141 has a positive and significant impact on co-creation of brand value, and also customer brand engagement with a path coefficient of 0.721 and t-value = 5.042 has a positive and significant effect on re-intention in the corona era. Perceived risk during travel in the corona era (t-value = 2.306) can moderate the impact of social media on customer brand engagement.

When tourists recognize a high level of engagement, a positive impact on brand value creation is anticipated. Customer brand engagement, which leads to the co-creation of brand value, resulting from customer brand engagement. Investing in social media can bring significant benefits to the tourism industry. Therefore, tourism marketers are advised to develop different marketing tactics and strategies that play an influential role in customer brand engagement based on social media in the tourism industry in the corona era. Perceived customer risk can moderate the impact of social media on customer brand engagement. In tourism, there are perceived risks that affect the behavioural intention and the co-creation of brand value. Perceived risk is the degree of potential loss defined by the individual due to the adverse consequences of travel due to the global prevalence of Covid-19. Some perceived risks, such as health risks, and etc., affect people's behavioural intentions and re-intention.

The purpose of this article is to explain the effect of consumer perception of ethical brand and the quality of communications in corona conditions in relation to social support and the intention to co-create brand value by considering the moderating role of altruism. This study is applied in terms of purpose, descriptive-survey method in terms of method and library and field in terms of data collection. The community consisted of electronic consumer. 194 people selected using the Cochran's formula. Questionnaire was used to collect information. Content validity and construct validity were assessed and reliability was obtained by calculating Cronbach's alpha factor load coefficients and combined reliability. Structural factor equation modeling and Spss25 and Smart Pls2.0 software were used to analyze the data. The results show that emotional and informational support have an effect on consumer perception of ethical brand and consumer perception of ethical brand has a positive and significant effect on communication quality. The quality of communication has a positive and significant effect on the intention to co-create brand value. Altruism can moderate the effect of emotional support on consumer perception of an ethical brand. Companies can create brand value by observing ethical standards and improving the quality of customer relationships. Retailers need to pay more attention to corporate social support and the ethical aspects of their brand, as it affects the quality of communication and the co-creation of brand value.

Customer forgiveness is an important strategy for service companies to improve and recover services. The purpose of this study is to explain the effect of justice and empathy on the forgiving behavior of the consumer by considering the moderating role of the relationship with the Seller. The present study is applied in terms of purpose and descriptive-survey in terms of nature and method and is cross-sectional. The population of this study is Internet taxi customers who were selected using Cochran's formula, 187 people. The data collection tool is a questionnaire that is distributed in person. In this study, content validity and Convergent construct validity and divergent validity were measured and the reliability was obtained by calculating Cronbach's alpha factor coefficients and combined reliability. Spss25 and Smart Pls2.0 software were used for data analysis. The results show that justice and empathy have a positive and significant effect on consumer forgiveness and consumer forgiveness has a positive and significant effect on forgiving behavior and the period of relationship with the Seller is able to moderate the impact of consumer forgiveness on forgiving behavior. By creating empathy and justice, the consumer can be forgiven. If the company provides inappropriate services, the customer can see forgiving behaviors. Justice and empathy in customer relationships and the duration of customer relationships are important factors in consumer forgiveness behaviors.If companies apply empathy and justice in their relationships with Seller, if they also rendered inappropriate services, the consumer forgives them instead of taking revenge and displays forgiving behaviors.

The purpose of this article is to explain the effect of communication quality and perception of ethical brand in Coronavirus conditions in relation to sensory cues and the intention to create value by considering the moderating role of altruistic tendency to value. The present study is a descriptive survey in terms of data collection method. The community is an electronic consumer, selected using the Cochranchr(chr('39')39chr('39'))s formula of 175 people. A questionnaire was used to collect information. Content validity and construct validity were assessed and reliability was obtained by calculating Cronbachchr(chr('39')39chr('39'))s alpha factor load coefficients and combined reliability. Confirmatory structural equation modeling and Spss25 and Smart Pls2.0 software were used to analyze the data. The results show that visual, auditory and tactile senses have a positive effect on consumer perception of ethical brand and consumer perception of ethics brand has a positive and significant effect on trust, satisfaction, commitment. Trust, satisfaction and commitment have a positive and significant effect on the intention to co-create value. An altruistic value tendency can moderate the effect of visual sense on consumer perception of ethical brand and the effect of auditory sense on consumer perception of ethical brand.

Taking into consideration the new age conditions, the topic of mutual interactions and co-creation have become increasingly important for improving the quality of services and maintaining and creating value for customers. The purpose of this study was to investigate the impact of empirical values ​​on co-creation attitude and consumer value co-creation behaviors. This study is applied in terms of purpose and is descriptive and cross sectional in nature. The population of this study is Isfahan tourists. A sample of 186 individuals was selected using Cochran formula. Data collection tool was a questionnaire distributed in person. In this study, content validity and construct validity were evaluated and reliability of the questionnaire was calculated by calculating Cronbach's alpha factor loadings coefficients and composite reliability. Structural equation modeling and confirmatory factor analysis were used to analyze the data and Spss25 and Smart Pls2.0 software were also utilized.  The results confirm that the hedonic value, social value, and ethical value have a positive and significant effect on the co-creation attitude. However, cognitive value has no significant effect on the co-creation attitude. The co-creation attitude has a positive and significant effect on the customer citizenship behavior and customer participation behavior.