mohammad aidi

Mohammad Sajad Rashidpour Alireza Pirhayati Javad Niknafs Mohammad Aidi Abstract Today, every company must advertise its products in a way to provide customers with information about these products and increase its sales, gain market value in the name and reputation industry. Creative advertising techniques are communication tools that a company or other business uses to attract attention, engage minds, create emotions, and change public perception. With further development and investigation, the strategy of loss aversion is identified: the main variables influencing the use of this target market strategy, their needs and deficiencies, as well as customer culture, can be mentioned. The research method is descriptive and inferential based on the attraction of fear in selected insurance companies of the country. The statistical population of this research is the selected insurance companies of the country. It is a type of qualitative research that will be used to combine the two methods of foundational data and interpretive-structural modeling. The statistical population of the research includes university professors, marketing activists, experts, elites, managers and employees of insurance companies. The snowball sampling method was used for sampling. The data collection tool is library research and interviews. In this research, the presentation of the advertising model based on the attraction of fear in selected insurance companies of the country was investigated and the final model was extracted.

It is very important to discover the causes of desire or willingness to purchase, in marketing, financial and economic researches. In the capital market, there are various factors that affect the desire to purchase Stocks and play an important role in the decision-making process of individual investors. The purpose of this research is to identify the factors affecting the Willingness or intention of individual investors to purchase Stock of companies in TSE. In the first stage, based on the qualitative research method, the influencing factors on investors that cause purchase Willingness were identified and the initial model was designed. Then, in the quantitative stage, the questionnaire needed to evaluate the validity of the model was developed. For this purpose, 550 individual investors of Tehran Stock Exchange were selected in an accessible and targeted way. structural equation modeling method, SPSS and AMOS software were used for estimate the model. According to the results of the research, 9 groups of factors were identified, some of them, including marketing factors, were identified in subgroups related to product, brand and Situational factors, which were among the innovations of this research.

Today, knowledge-based companies play an important role in creating innovation, enhancing employment, and increasing the competitive advantage of countries. Marketing in contemporary knowledge-based companies is an essential challenge for them as it plays a critical role in their business development, so the use of marketing knowledge is considered a key factor for their activity in the market. Businesses should use a variety of marketing activities to reach multiple customers. The rapid development of information and communication technology has provided knowledge-based companies with a wide range of marketing and advertising tools in the digital world to be more competitive in the market, create an innovative approach to exploiting market opportunities, and adopt effective marketing strategies. A marketing strategy that can be used by these companies is the newsjacking technique. The current research aimed to design a model for newsjacking in the marketing of knowledge-based businesses located in the Science and Technology Park of Khuzestan province.

The research was conducted with a qualitative approach, using the grounded theory method. The participants in the qualitative phase included marketing professors, experts, and elites in Khuzestan province, eight of whom were selected using purposive and theoretical sampling. The data collection instrument was an in-depth personal interview. A three-step coding method was used in data analysis.

Based on the results, the speed and breadth of notification, competition in grasping opportunities, and economic benefits were detected as causal factors. People's tendency towards digital media, up-to-dateness, technological progress, strategic position of the country, promotional flexibility, and innovative tendency were detected as contextual factors. Infrastructure status and government support policies were detected as intervening factors. Product introduction and marketing, low-cost advertising, digital advertising, and competitive and opportunistic advertising were detected as the axial categories. Speed of action, up-to-dateness, scientific innovation, and creative content were detected as strategies. Finally, in-advance advertising, strengthening the scientific and cultural prestige of the country, and effective communication with market and economic components were identified as consequences.

Conclusion/ Implications:

 Based on the results, it is suggested that knowledge-based businesses, while participating in various festivals, diversify the content of their advertisements, use honesty, humor, and flexibility, and recruit media consultants to choose the most suitable news that is of interest to the domestic and foreign communities, thereby compiling advertising content for their products as soon as possible. Also, they need to introduce their products to the audience by using new and creative ideas and employing all the available facilities to put their advertisements in a suitable and flexible form in social media and news.

The goal of all companies, whether in products or services, is survival and prosperity. In order for a company to operate successfully, it is very important to select and develop a marketing strategy to meet the needs of customers (Kingsnorth, 2019). A marketing strategy is a set of integrated decisions and actions in which a business is expected to meet its marketing objectives and focus on the needs and values of its customers. Marketing strategy is related to decisions related to market segmentation, targeting, and developing a positioning strategy for product, price, distribution, and promotion decisions (Olson et al., 2010). In general, marketing strategies are the starting point for successful and large-scale production and customer engagement (Vanhuel et al., 2021). In recent years, marketing for the supply of other than goods has expanded greatly, including educational services marketing. Marketing managers, with the orientation of world activities towards services, should enhance their awareness of modern marketing methods of various services, including modern marketing methods of educational services (Tajabi and Sedeghiyan, 2015). Currently, many schools are facing a range of challenges, including declining enrollment (Aggarwal, Purushotham, & Sullivan, 2013). Schools are one of the providers of formal education that try to help the community meet its needs on their own. One of the important changes that the educational system of the country has experienced in the years after the Islamic Revolution is the operation of Private schools alongside public schools. These schools are administered under the Ministry of Education of the country and in accordance with its goals and policies, with the participation of the people (Abbaszadeh, 2018). Private schools have grown significantly in many developing countries alongside public schools in recent decades (Kitaev, 1999, Srivastava, 2007). Parents choose private schools for their specific features such as higher quality of education, religious courses or specific educational language (Marinede Talance, 2020). Today, the use of marketing strategies to create a public image of schools has occupied a more prominent place in the work of school managers (Avila de Lima, 2021). In general, non-governmental institutions, especially in education and training, want to think about their survival. They must pay attention to two basic principles, first, they must have a look at the market and its fluctuations, and then look at the issue of competition with their peers (Karimi nejad et al., 2021). Given the importance of finding private schools in the eyes of current families and public opinion, and with regard to the lack of studies related to marketing strategies in Private schools, this research gap is worth considering. Therefore, we intend to always answer the question of which are the effective strategies in marketing private schools?The present study is a practical research in terms of purpose. It is a qualitative research in terms of nature and deals with qualitative data. Qualitative research is a kind of research that produces findings that are not obtained by resorting to statistical operations or other counting methods. The major part of analysis in qualitative research is interpretive (Strauss & Corbin, 2011; translated by Afshar, 2013). The main data analysis method of the study is thematic analysis. Thematic analysis is a method that uses an appropriate and flexible approach for qualitative data analysis (Brown & Clarke, 2006). Thematic analysis is a method for identifying, analyzing, and reporting patterns within data. Each theme contains an important topic about the data that is related to the research question. To determine whether something is considered a theme in a research, the researcher's judgment is essential (Kermani & Tajik, 2014).The statistical population of this research includes experts in education, university faculty members, and informed managers of private schools. The selection of experts and opinion leaders for the interview was done by non-random snowball method. The snowball sampling method is a non-random method used to study small groups or groups that are not easily identifiable. In this method, the researcher first interviews a few people from the target population. Then he asks these people to introduce other people who may be interested in the research topic to him. The researcher continues to interview new people in the same way until no new concept is discovered and the research reaches theoretical saturation. Theoretical saturation occurs when the researcher no longer sees any new concepts in the data. In this case, the researcher ensures that his research is comprehensive and complete (Homan, 2016).Based on 12 interviews with experts in the field of research, 17 sub-themes and 5 main themes were identified. The main themes of the research include physical appearance, preferred promotional activities, human origins, effective communication, and core missions. physical appearance includes four sub-themes: transparency in costs, financial facilities, discount programs, and reasonable tuition. This section refers to the financial missions that are entrusted to the school principal or principals, who by considering these matters can attract the trust of families towards themselves and inform them of the costs and facilities of the school. They can also facilitate the payment of tuition for families by providing facilities and facilities to them. Physical grooming includes four sub-themes: sports facilities, cleanliness of the school environment, welfare facilities, and convenient location of the school. With these qualities, families and students will be satisfied with the appropriate facilities of the school and its appropriate environment. This can make the school a attractive place for students. Effective communication includes three sub-themes: providing transparent information about the performance of the school, appropriate communication with students, and appropriate communication with parents. Respecting students and their families, as well as providing transparent information about the performance of the school and their children, creates a space of trust between the school and families. Human source includes three sub-themes: modern teaching methods, grooming of the school staff, and professional staff. This section refers to issues such as improving the performance of teachers and teaching in new ways that lead to better learning for students, as well as the beauty of the school staff's attire and their professionalism in fulfilling their duties. Preferred promotional activities include three sub-themes: cultural-artistic activities, extracurricular classes, and extracurricular classes. These also help to improve the skills of students and also create an environment for the cultivation of students' academic and non-academic talents.

In the fields of marketing, finance and economics, finding the factors that lead to the purchase decision is very important. In the decision-making process of individual investors in the capital market, various factors affect the desire and intention to buy stocks. The aim of the research was identify the main factors (categories) and sub-factors (components) and rank the factors affecting the desire to buy stocks by individual investors in the stock market. In the first stage, based on the qualitative research method and thematic analysis with the help of AtlasTI software, the factors affecting investors that create the intention to buy were identified. In the quantitative stage, using a survey strategy, the questionnaire required to assess the generalizability of the model was developed and distributed to the statistical population of the research and the analysis was carried out among 509 individual stock buyers in the Tehran stock market. In order to estimate the model, the structural equation modeling method and SPSS and AMOS software were used. According to the research results, 9 category groups were identified. Many components in the marketing factor subgroups (goods and services, brand and advertising) were introduced for the first time. Then, the factors ranked by Friedman's ranking test, The results indicated that the stock price trend, news and events, experiences, parallel market profitability and rumors were the 5 factors with the highest influential role.

The present study aims to identify opportunities and obstacles to strategic cooperation between Iran and Afghanistan in the commercial dimension. This research is mixed qualitative-quantitative exploratory research. In the qualitative part, the statistical population includes 12 experts such as university professors, managers, and experts from the two countries' chambers of commerce, and in the quantitative part, 140 members of the Iran-Afghanistan Joint Chamber of Commerce. The data collection tool in the qualitative part is semi-structured interviews and in the quantitative part, a questionnaire. For data analysis in the qualitative part, the exploratory concepts obtained from these interviews based on the nature and related concepts are 116 open codes, which were ended after the researcher reached saturation of the information collected. Next, the 2018 MAXQDA software was used to perform the central categorization, which ultimately resulted in 116 open codes, 36 central codes, and 17 selected codes, which were placed in the categories of causal factors, interventionists, consequences, strategies, and context. After identifying the codes, CVI and CVR were used to examine the validity of the obtained qualitative codes. After extracting the codes and categorizing them, the concepts collected were divided into six elements (causal conditions, central phenomenon, strategies, consequences, intervention conditions, and context conditions).

The purpose of the research was to understand the cross media electronic marketing process. In fact, with the emergence of virtual organizations, social network media marketing has become a basic need for the possibility of movement and continued development this research conducted using Grounded theory analysis. Snowball or targeted sampling is utilized to gather the required data. The qualitative part of this study was conducted based on the viewpoints of 24 university professors, marketing activists, experts, elites, managers, and employees of insurance companies. Collected interviews were analyzed in MAXQDA software. To achieve this goal, the collected interviews are evaluated using different coding methods as the main process. The interviews were entered into the MAXQDA software. Coding in data theory methodology is a process of conceptual abstraction by assigning general concepts (codes) to individual occurrences in the data. Based on the analysis, 104 primary codes, 18 core categories have been identified in 6 categories of the foundation's data. With the emergence of electronic commerce, organizations are changing their business. The proposed model shows that the digital era has changed the expectations of customers from communication with brands. Before social networks, mass media communication channels such as television and radio to brand managers. It allowed them to communicate with consumers In the present research, based on the participants' viewpoints, the categories of management factors challenge, financial potential, communication potential, customer characteristics and welfare and comfort, finally, marketing techniques have been identified and it has been related to another broader category called causal conditions. Information technology and targeted marketing were identified as background conditions. Environmental factors and psychological factors of the clients were identified as intervening conditions. Research strategies include business improvement, knowledge and education, and finally innovation and creativity. Outcomes include customer loyalty, sustainability in customer relationships with the product and social media, beneficial word-of-mouth and viral advertising, customer satisfaction, and purchase intent.

The performance of advertising with a fear appeal is negatively framed, warning against the non-use or application of a specific good or service, which may entail various risks including financial, social, and safety hazards for individuals.

The objective of this study is to design an interpretive structural model of fear appeal-based advertising in selected insurance companies. The research method is descriptive and inferential. The research population includes marketing professionals, experts, elites, managers, and employees of insurance companies. The data collection tools are library research and interviews. For data analysis, the Interpretive Structural Modeling (ISM) method was utilized in the MICMAC software. This study examined the presentation of a fear appeal-based advertising model in selected insurance companies, resulting in the extraction of the final model.

Based on the interpretive structural modeling technique, a 22-component model of fear appeal-based advertising in selected insurance companies has been designed.

According to the designed model, 5 consecutive levels are shown. By making changes to the variables at the lowest level, desirable results and outcomes can be observed in the upstream impact factors. Perceived benefits, peer groups, and advertising influence were identified at the lowest level and as the most influential components. Changing these three components can manage the higher level of the model and direct it towards increasing the effectiveness of marketing based on fear appeal for profitability.

Tourism is now considered as one of the most important income industries of the world. Tourism as one of the main and basic approaches can be used in solving problems resulted from unemployment problems and downturn in different countries and the twenty-year vision of Iran specially consider tourism and attracting tourists. The huge volume of the tourists in the world are religious tourists and most of these religious tourists choose Mehran international border for entry and exit from Iran for doing pilgrimage and their religious affairs due to being safe and vicinity to The Holy of Holies in Iraq. This research aims at designing and explaining religious tourism model in Mehran International Border. Having determining the sample size qualitatively via snowball method, 14 experts of religious tourism including academics and trustees of religious tourism were recognized and they were interviewed directly and the research findings showed that religious tourism pattern in Mehran International Border has six main components including casual conditions (religious and tribal communities, provincial infrastructures, common border of Iraq and vicinity to The Holy of Holies, advertisements) categories (tourism and its subcategories, religious places in Iran and Iraq, security) grounds (commercial free zone in Mehran welfare and health services, economic part of religious tourism), interferer factors (political factors, conveying affairs to non-governmental sector, weather changes), strategies (cooperating with educational centers and universities, increasing governmental investing, using capacities of religious days) consequences & results (income and creating jobs, people’s persistence in border and non-immigration, cultural development of province, destruction of environmental, road and jungles of province) which could be introduced as a proper pattern for religious tourism in Mehran International Border according to the opinion of experts.

The purpose of this study was to investigate the competitiveness of manufacturing industries according to Porter's Competitive model in six industries including chemical & cellulose, textile, power & electronics, automotive & auto parts, metal & casting, and food & pharmaceutics industries. The research method was descriptive survey and applied in terms of purpose. The statistical population of the study consisted of 3372 employees of industrial companies in Ilam city. Using Krejcie-Morgan-sample-size table (1995), 246 people were selected by stratified sampling method. To collect data, a researcher-made questionnaire with 25 items was used, verified in terms of that its reliability and validity by Cronbach's alpha and factor analysis methods, respectively. For data analysis, LISREL and SPSS software, one-sample t-test, Friedman prioritization and variance analysis were used. The results showed that the food & pharmaceutics industry with the average score of 3.27 and the electrical & electronics industry with the average score of 3.25 ranked the highest and the lowest respectively in terms of competitiveness based on Porter's Five Forces Model.

Today, companies need to understand the wants and needs of customers more than ever to prevent customers from turning to competitors in order to better meet their needs and establish long-term business relationships with them. Customers behave differently if they are dissatisfied with a product or service. Such behaviors are called customer complaining behaviors. Recently, the importance of handling customer complaints has been highlighted. The main purpose of this study is to provide a model for customer complaints in the home appliance industry. This research is a qualitative-quantitative mixed exploratory research. The statistical population in the qualitative section included experts who were selected using the snowball method of 14 people. In a small part, the statistical population includes 120 agencies and stores in Ahvaz that sell Alborz steel products. The data collection tool in the qualitative section is semi-structured interviews and in the quantitative section the data collection tool is a researcher-made questionnaire. The Delphi technique was used to analyze the information in the qualitative part and the structural equation technique and the one-sample t-test were used in the quantitative part. The results showed that a total of 60 indicators and 10 main variables were identified to manage customer complaints in the home appliance industry, which are: Tracking customer voices, recognizing customer behavior, identifying customer expectations, interacting with customers, personnel behavior, efficient grievance system, product performance enhancement, customer satisfaction, compensatory measures and commitment and timely response.

This study was carried out to explain and analyze the components of manager-subordinate communication from Islamic perspective. A qualitative thematic analysis was adopted to extract the required communication-related themes from religious sources. The statistical population of this study was comprised of books (including the Quran and Nahj al-balagha) and articles in the domain of Islam and the Infallibles’ (a) conduct, from which a sample of books and research articles were selected. In order to extract the themes, first the descriptive coding of basic themes was carried out. Then, in the interpretive coding stage, the basic themes were categorized into organizing themes. Finally, the determination of comprehensive themes – which covered all previous themes – was done. Data analysis led to the identification of 56 descriptive themes, 18 organizing themes, and 6 comprehensive themes. The main components included the enhancement of tolerance, meritocracy, and avoidance of arrogance.

Platform- based banking is one of the most innovative trends in the banking industry that has attracted the attention of many major banks around the world and Iran by providing a variety of APIs for major corporate consumers and fintechs. The purpose of this paper is to utilize banking expert views for developing a conceptual model of platform- based banking strategy implementation in Iranian commercial banks. To achieve the stated purpose, and through targeted sampling, the data of twenty banking experts were collected and analyzed through semi-structured interviews, and using the data-driven theory approach, a platform-based banking strategy implementation model was presented. The findings of this qualitative research show that this model has six components: economic management and banking process reform, customer experience management, infrastructure engineering and implementation mechanisms, digital and data-based strategic management of customers, and achievement of structural productivity and digital governance facilitation through knowledge partnership with competitors. Also, development and implementation of platform-based banking model depends on the superior management of these components. The results showed that the platform-based implementation model can be classified into 51 components, 25 sub-categories and 6 main categories.

The present study examines the understanding of brand phobia formation process among customers of insurance companies in Ilam in 2020 using exploratory analysis. This research is applied in terms of purpose and in terms of data collection is an exploratoryone. The qualitative part is done through interviews and the quantitative part is descriptive survey. The statistical sample in the qualitative part includes 10 specialists, experts, insurance and marketing brokers that selected by targeted sampling method and in the quantitative part includes insurance customers in Ilam city. 384 people were selected by simple random sampling method for quantitative part. The data collection tool was document review, interview and researcher-made questionnaire. In the qualitative part, validity was confirmed based on peer review and in the quantitative part based on content validity. The reliability in the qualitative part was based on the agreement coefficient of colleagues and in the quantitative part based on Cronbach's alpha coefficient. The analysis of this data in the qualitative part was done using the analysis and coding of interviews and in the quantitative part through one-sample t-test and factor analysis by spss21 and Amos software. Accordingly, 71 effective items, in understanding the process of brand phobia formation, were coded and categorized. The results showed that brand phobia among customers includes concepts such as lower payment for damages, lack of insurance knowledge, lack of trust in not providing proper services, lower insurer commitment and fear of false promises. Causal factors include; legal errors, personal underlying factors, social or moral errors, human rights. Underlying factors include; bureaucracy, notoriety or lack of reputation, insurers' level of awareness, economic problems, distrust, incomplete information dissemination and non-observance of Work principles. Intervening factors include; cultural issues, advertising and multiplicity of insurance branches. Strategies include; staff training, accelerating service delivery, awareness raising, building trust, providing diverse services and customer orientation and finally consequences include; stopping brand support, negative WoM (word of mouth), brand hatred and brand phobia development.

The purpose of this study was to analyze the event elements of Ashura-driven organizational culture based on Ashura-driven conduct. The research method used was exploratory and qualitative thematic analysis method was used to extract the themes from religious sources related to Ashura and Ashura-driven culture. The statistical population of this study involved all authoritative books and articles within the Islamic culture and Ashura-driven conduct, while the statistical sample involved all authoritative books and articles of the foregoing domains available to the researchers. In order to extract the themes, first descriptive coding was done which resulted in the extraction of basic themes. Then, in the interpretive coding stage, the basic themes were categorized so as to achieve the organizing themes. The last step was to determine the universal themes that encompassed all of the above-mentioned themes. All in all, this study identified 28 descriptive themes, 13 organizing themes, and 3 universal themes. The validity of the findings was confirmed using the opinions of five experts. The findings indicated that the main components of the Ashura-driven organizational culture could be classified as stance-related, orientation-related, and act-related. At the end, an analysis of the Ashura-driven organizational culture's event elements is presented using the Ashura-driven culture.

The main purpose of this study was to identify the strategic factors affecting the development and capacity building of the social capital in public organization employees. In this study, qualitative-quantitative method was conducted using interview and questionnaire instruments. First, using in-depth interviews, the data were collected from 20 professionals identified by purposeful sampling, and analyzed using grounded theory method. The identified data were categorized and combined based on the extent of conceptual similarity and finally, the strategic factors affecting the development and capacity building of the social capital were extracted. Subsequently, a researcher-made questionnaire was used to collect the of 20 professionals' opinions about the priority of each identified factor. In this step, data were analyzed using Lisrel software. The research findings showed that in the process of development and capacity building of social capital, factors such as education, social sustainability, and environmental sustainability are the strategic factors which can facilitate employees' empowerment.

The purpose of study is to investigate the role of functional and symbolic brands on brand citizenship behaviors of employees with mediating role of brand trust in the Iran insurance company.

The study population are Iran insurance company and its agents in Ilam city. The census method was used and 219 persons were recuited using the simple random sampling method. A questionnaire was used for data collection and measuring the research variables. Data was analyzed using the structural equation analysis method in Amos software.

The result shows that the functional and symbolic brands are effective on brand citizenship behaviors of employees with mediating role of brand trust in Iran insurance. Furthermore, the impact of functional and symbolic brands on brand trust variable and brand trust on brand citizenship behaviors of employees were significant and meaningful.

The results show the confirmation of the hypotheses and research goals. Organization managers should pay more attention to branding and service brand design, as well as functionality and emotional characteristics to have the customer's expected excitement.

 

The most important feature of smart organizations in the 21st century is their emphasis of on knowledge and information. This study aimed to investigate the level of intellectual capital in Medical University of Ilam, Iran, in 1394.

This descriptive survey was conducted on the employees working at Medical University of Ilam. The population consisted of 330 employees, 178 of whom were randomly selected as the sample using Cochran’s method. The main instrument for data collection was Bontis’s scale of intellectual capital with 25 items and high level of validity and reliability. The analysis of data was preformed through Kolmogrov-Smirnov method, the parametric tests of t-test, Pearson correlation, and regression in SPSS software.

The findings of the current study indicated that intellectual capital and knowledge management and their sub scales in Medical University of Ilam were at an acceptable level. The results showed that knowledge management could positively and significantly affect intellectual capital in the organizations.

Discussion &

According to the findings of this study, it can be concluded that organizational creativity and innovation can be developed if intellectual properties and knowledge management are set as the primary concern of an organization.

This paper aims at studying and analyzing the environmental factors which affect the functionality of the National Broadcasting Agency in Ilam. This study was done using SWOT methodology and basing its analysis on opportunity-threat aspects and strength-weakness aspects of the agency. We collected The required data using a questionnaire. The questionnaire was distributed among university professors, press activists and experts who had university degrees in sociology, social and communication, and political science. The samples were chosen also based on the condition of having work experience with social and cultural organizations. The analysis of data and our findings indicate that the existence of a native and local accent in the province is considered as an important potential that facilitates communication with the members of audience and attracts their attention. The respondents mentioned that such factor is the most important external opportunity to be considered. Also the citizen’s tendency to use internet and as a cyber medium has been said to be the most important external threat. In addition, the existence of hardware and software facilities in the Broadcasting Center of Ilam has been mentioned to be the most important strength. Furthermore, they mentioned that the organization’s financial dependence on the Center’s credits and the limits of the budget of the Broadcasting Organization is the most important internal weakness.