mehdi rouholamini

  The aim of this study is to assess the impact of electronic service quality dimensions on customer purchase intention, with the mediating role of electronic word-of-mouth advertising and the moderating role of gender.

  This applied research is descriptive in nature, and the statistical population includes customers of Bank Melli branches in Tehran province who use the electronic services of the Bank Melli Bam system. Based on the cluster sampling method and according to the Morgan table, the sample size was estimated to be 384 individuals. Standard questionnaires were used for data collection, and structural equation modeling based on the partial least squares approach was used for data analysis with the statistical software Smart PLS3.

 The findings of the study indicate that the four dimensions of service quality have a positive and significant impact on electronic word-of-mouth advertising. Additionally, the positive and significant impact of electronic word-of-mouth advertising on customer purchase intention was confirmed, and the mediating role of electronic word-of-mouth advertising in the relationship between service quality dimensions and customer purchase intention was verified. Furthermore, by examining the moderating role of gender in the relationship between electronic word-of-mouth advertising and purchase intention, it was found that women are more likely than men to make purchases through electronic word-of-mouth advertising.

 Overall, it can be concluded that enhancing the quality dimensions of services leads to the formation of word-of-mouth advertising among customers, which can influence customer purchase intention. The value and innovation of the present study lie in the simultaneous examination of the three variables of electronic service quality, word-of-mouth advertising, and purchase intention, considering the qualitative moderating variable of gender.

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 main objective of this study was to present a multilevel model of organizational capacities affecting the brand positioning of food companies using a mixed approach.

The present research is applied in terms of objective and mixed in terms of methodology. The statistical population of this study includes senior managers and marketing and sales managers active in the food industry. The sampling in this study was conducted theoretically. The sample size for the data was collected based on interviews with 13 managers from various levels (middle and senior) of well-known and active companies in the food industry. For data analysis, MAXQDA -Excel software was used. Additionally, a structural-interpretive approach was employed.

The results of open coding of qualitative data collected through interviews indicated that the initial codes were categorized into 16 main categories, including perceived quality, perceived value, brand satisfaction, company public relations, market research and market creation, production capability, company networking, organizational learning, innovation, employee commitment, the ability to interact intelligently with customers, the intellectual and strategic thinking of senior managers, the ability to convey goals to company employees, management commitment to enhancing employee capabilities, knowledge integration, organizational activities, and management consultability.

It can be concluded that the multilevel model of organizational capacities affecting the brand positioning of food companies has several levels of priority, allowing policymakers to focus on the more important levels.

Paying attention to small and medium-sized enterprises (SMEs) is among the main measures adopted by developing countries in order to improve economic development and growth. Considering Iran’s reliance on an oil-based economy, this measure is of key significance in different domains. This study investigates the impact of decision-makers and managers’ characteristics on the export development of SMEs. The purpose of this study is based on applied research while its research design is based on exploratory-descriptive methodology. The population of the study in the first phase consisted of decision-makers and managers while the second phase included marketing experts. The research data were collected using questionnaires and interviews in two phases. The collected data were then analyzed using the grand theory method in the first phase and structural equation modeling in the second. Decision-makers and managers’ characteristics play a key role in the development of many countries by creating a platform based on which SMEs can notch up their export development. The results of the study show that competent management, management experience, management commitment, management expertise, and goal-oriented measures taken by managers are among the key factors influencing the export development of SMEs.

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 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.

The increasing competition of new technologies and the spread of consumerism have challenged businesses And retail stores operate with very thin profit margins due to the ease of entry and market saturation Therefore, managers of food stores should pay attention to the methods of attracting customers and obtaining information about how to design the physical environment and revise their marketing strategies so that they can gain more competitive advantag Therefore, the aim of the research is Designing a grocery store attractiveness model on the purchase intention of young customers with an emphasis on the reference group of ethnicity and religion and The approach used is also the 'grand theory' method that After obtaining opinions from experts and performing primary, secondary and selective coding of extracted concepts, The researchers validated the verifiability, criticism, believability, and reliability of the results of the research coding paradigm And the central causal factors, intervening, facilitating and hindering, and strategies, actions, and consequences were categorized And the final research model was presented

This research aimed to present a model for innovation in online advertising and its implications in digital marketing.

The research was applied in purpose and employed a mixed exploratory (qualitative-quantitative) method. The qualitative segment participants were selected experts and specialists in innovation in online advertising and its implications in digital marketing in 2023, determined purposively to be 17 individuals. The quantitative segment's population comprised customers of Digikala and Etkaa stores who had made purchases online during a specific timeframe, considered to be unlimited in number. The sample size for the quantitative part was determined to be 384 individuals using Cochran's formula and the Morgan table. Data collection methods included library research, and the measurement tools were semi-structured interviews for the qualitative part and researcher-made questionnaires for the quantitative part. The validity of the questionnaire was confirmed through face and content validity methods, and its reliability was established using Cronbach's alpha test. Data analysis in the qualitative part utilized content analysis, while in the quantitative part, structural equation modeling was used with SPSS.22 and AMOS.22 software.

The results indicated that dimensions of innovation in online advertising and its implications in digital marketing were categorized into five dimensions and 15 components. Causal factors (1. Equity 2. Financial resources (input), 3. Efficiency and management), Contextual factors (1. Effective site management 2. Legal support for innovation in online advertising 3. Resource capacities), Mediating factors (1. Managerial weaknesses 2. Process barriers 3. Legal and regulatory barriers), Strategic factors (1. Enhancing economic capacities and financing 2. Developing educational capacities 3. Increasing agility), Outcomes (1. Performance improvement 2. Development of participation 3. Sustainable development in the outcomes dimension) were identified in terms of their importance in designing the model of innovation in online advertising and its implications in digital marketing.

It can be concluded that the dimensions of innovation in online advertising and its implications in digital marketing are interpretable, and legal supports for innovation in online advertising through the enforcement of laws, enactment and amendment of specific laws and regulations for digital marketing, removal of legal barriers to investment, revenue generation, and clarification of legal ambiguities and definitions in digital marketing are effective.

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.

impulse buying is one of the most important consumer behavior and the most vital issues in today's market. The purpose of this study is to explain a comprehensive model of impulse buying of young generation customers. The approach of this study is mixed in terms of type of method and in terms of purpose is exploratory-applied research. The statistical population of the present study in the qualitative section includes 14 professors and experts in the field of sales and marketing, and in the quantitative section includes 314 customers of the young generation of hyperme stores in Mazandaran province. Data in the qualitative part of the research were collected through snowball sampling and in-depth semi-structured interviews and the data theory theory approach was used using MAXQDA software including open, axial and selective coding. Also in the quantitative part of the available sampling was used and a standard questionnaire extracted from the paradigm model of the research in the qualitative part was tested using the structural equation method and SPSS and SMART PLS software. The qualitative results of the research in the form of the final approved and fitted model include the central categories of impulse buying, causal conditions, intervening, bedrock, strategic and finally consequential. Also, the results of the research in a small part indicate the confirmation of the hypotheses.

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.

The problems of a single product economy and reliance on oil revenues have affected an economy affected by foreign factors, especially the unstable oil revenues. Considering this characteristic of the Iranian economy, the importance and role of non-oil exports can be perceived. Studies on the developed countries indicated that all their economic and product developments have been due to small and medium enterprises. These industries play an effective role in the economic development of the countries through their significant exports. In addition, the intensification of global competition increased uncertainty, and the growing demand for diverse products have made these industries more popular. The current study aimed to investigate the effects of the firm characteristics and decision-makers on the banking and export activities of small and medium companies. It is an applied study in terms of the objective and a descriptive study in terms of method. The statistical population of the current study has been defined in two phases of the experts and authorities. The data were collected by interview and questionnaire in two stages. The Grand Theory method and the second phase, the structural equation model, have been used to analyze the information in the first phase. The results indicated that the management ability, management experience, management commitment, firm size, company financial capacity, company technological capacity, company knowledge capacity, scientific management capacity, purposeful management actions, company innovation capacity, and finally, human resource capacity are among the corporate management factors effective on the banking and export activities of the small and medium companies.

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

The present study aims to achieve a comprehensive model for the impulse buying of young customers in a chain store. The statistical population of the present study is knowledgeable experts in the retail sector of the country who are fully acquainted with the issues under discussion. The method of data collection is snowball sampling and in-depth semi-structured interviews and the Grounded theory approach using MAXQDA software consists of open, axial and selective coding. The qualitative results of the research in the form of the final model consist of the sum of the central categories of sudden purchase, causal conditions, interventionist, bedrock, strategic and finally consequential. Each of these factors has its own variables and categories that pay attention to them to achieve the ultimate goal of customers' impulse buying. The value of this research compared to similar studies is that by providing a suitable model of customers' impulse buying, causal, strategic, contextual, intervening and consequential factors comprehensively explain the final results of this phenomenon and these results can provide valuable information. Provide marketers and retailers in today's competitive world.

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.