بیبلیومتریک

The role of human resources has been focused on organizational standards in recent years and is currently on the strategy of increasing the organization'sperformance.Management performance is one of the most important strategies to improve the performance of organizations. Improving the performance of a manager in the organization, achieving goals in an effective and permanent way. It increases the performance of employees and the entire organization and the productivity and efficiency of the organization. On the other hand, the managers of organizational units have to think about the position and success of their organization, and one of the options to increase the scientific growth of the organization is the attendance of employees in inservice training courses. Supervisors believe that inservice training courses can develop knowledge and skill capabilities and appropriate attitude in employees, the quality and quantity of training courses, the lack of codified mechanisms including succession and organizational support as background conditions, management based on merit, internal motivations and organizational justice. As conditions for intervention and empowerment of managers, review of goals and processes and improvement of managers' performance were also identified as strategic categories, and finally, improvement of management quality and improvement of organization's performance were identified as consequence categories.

Over the past decade, the literature on value creation has experienced significant growth in relation to the hospitality industry. This growth is attributed to the increasing importance of value creation issues for stakeholders involved in hospitality activities, which are crucial for securing benefits and advancing operations. The relationship between value creation and stakeholder theory has been examined in the literature; however, there is a lack of comprehensive and foundational studies on this topic. To address this research gap, this paper conducts a bibliometric analysis of the literature, simultaneously examining research and scholarly texts related to value creation and stakeholder theory within the hospitality sector. After formulating a search strategy and applying filters to organize and manage documents, a total of 6,690 documents published in the Web of Science database from 2005 to 2024 were analyzed using co-authorship, co-occurrence, keyword, direct citation, and co-citation analyses. Additionally, VOSviewer software was used for data visualization, cluster mapping, and demonstrating the diverse relationships within the literature. The results of this paper identified trends in the rise and fall of the literature, key articles, authors, journals, institutions, and countries focusing on value creation based on stakeholder theory. Co-occurrence of keywords revealed that "value creation,""innovation,""co-creation of value,""business model,""intellectual capital," "social entrepreneurship," "business model innovation,""sustainability," "entrepreneurship," "service logic," "value," "corporate social responsibility,""open innovation," "co-creation,""value capture,""knowledge management,""business models,""customer value," "strategy," "resource-based view," "performance," "dynamic capabilities," "social capital," "competitive advantage," "digital transformation,""firm performance,""digitization,""ecosystems,""value allocation," and "co-opetition" were common keywords related to the research topic.

Augmented Reality (AR) is an emerging topic for managers across different disciplines While augmented reality technology literature is growing, there is no comprehensive analysis of augmented reality technology in marketing transformation The research aims to bridge the knowledge gap by providing a multifaceted bibliographic overview of augmented reality technology literature in marketing and reveal its trends, areas of focus and intellectual foundations. The study is based on 496 articles published on Web of Science between 1996 and 2023. According to the findings, the concept mainly revolves around seven main areas: human-machine interaction in future of digital marketing and Metaverse, advertising and customer response in online purchases, marketing challenges in industry 4 and new technologies, the effect of virtual technology on customer loyalty in retail, adoption of behavioral technology of Tourism customers, augmented reality technology marketing in the decision-making process of buyers and brands, and finally the richness of social media in e-commerce in Covid 19. While priorities and research topics have evolved over time, key concepts such as buying experience, shopper behavior, buying decision making, technology adoption have been repeated. The three influential schools of augmented reality technology in marketing are associated with integrated theory, planned behavior theory (TPB) and cognitive evaluation theory that have shaped the intellectual foundations of the discipline but we believe that a greater diversity of fields is needed to examine and describe augmented reality technology in marketing transformation.

Business exit strategies are fundamental to ensuring a company's long-term viability. Despite their critical role, this area of research has been surprisingly understudied. This knowledge gap can leave companies unprepared to navigate the complexities of exiting a market or business venture. To bridge this critical knowledge gap, our study conducts a systematic literature review, analyzing research findings from the past three decades (1990-2022). By synthesizing key findings, we aim to provide a comprehensive overview of current research trends in business exit strategies. This analysis will not only offer valuable insights into existing knowledge but also identify potential gaps and opportunities for future exploration. By understanding the research landscape, we can pave the way for more informed decision-making and successful business exit strategies.
 

We employed a combined approach of systematic literature review and bibliometrics using R programming to analyze trends in business exit research.
 

A co-occurrence network analysis revealed three main thematic clusters in business exit research i.e., performance, asset sales, and survival. These clusters, representing the most frequently co-occurring keywords within the field, exhibit the highest cumulative growth over the past three decades. This highlights their thematic significance in exit strategy research. For instance, "performance" frequently co-occurs with concepts like acquisition, governance, diversification, and decision-making, suggesting its central role in exit decisions. Similarly, a review of co-citations identified management publications as the most interconnected followed by financial management and economics publications. This suggests a disciplinary gap within the research area. Four key research themes emerged from the analysis were exit drivers, exit decisions, exit modes, and consequences. Additionally, several theoretical perspectives emerged, including agency theory, corporate governance, resource-based view, and dynamic capability theory.
 

The research landscape is dominated by studies on exit drivers and exit consequences, often explained through frameworks such as agency theory, transaction cost economics (TCE), resource-based view (RBV), and evolutionary theory. Financial research focuses on the exit's impact on subsidiary performance and parent company financials, while economics explores industry factors influencing exit decisions. Financial researchers primarily investigate the exit's impact on subsidiary performance and the parent company's post-exit financial health. Agency theory is the dominant theoretical framework in this area. Economists examine how micro and macroeconomic factors (industry concentration, growth, size, profitability), economies of scale, capital intensity, and sunk costs influence barriers to entry and exit, ultimately driving business exits. Based on these findings, future research avenues include investigating the role of diversification as a driver of business exits, exploring how corporate governance structures influence both firm performance and exit decisions, analyzing factors contributing to non-optimal timing of business exits, examining the potential for reusing resources in new ventures to facilitate exits and minimize negative consequences, investigating the role of organizational capabilities in early detection of exit signals, and conducting a comprehensive exploration of both internal and external consequences of business exits, along with effective response strategies.

These days, startups have attracted a lot of attention at the national and international level because countries need innovation in their businesses to create a dynamic in the economy, startups or businesses can grow and improve. Startups are usually created from big ideas and evolve to achieve success, but startups face many obstacles to success. One of the obstacles that start-ups and new businesses face is choosing a partner at each stage of the business life cycle, so doing this process is not an easy task and in this regard aspects and criteria should be considered. Identifying and analyzing the relationship between partner selection criteria can help to increase the probability of success and continue the path of startups formed in the ecosystem so that the active people in this ecosystem can make smarter decisions. One of the vital factors of partnership, sustainability and transparency are at the highest priority level and therefore more attention should be paid to these matters. To obtain a complementary, interconnected, and integrated view to examine the research topic and also to fill the existing gaps, this research seeks to do the following: The performance and scientific approach of researchers and people active in the ecosystem to express some selection criteria To be analyzed as a partner and investor in new businesses and start-ups.

Over the recent years, the concept of customer engagement has emerged as a focal point in marketing research. Despite the increasing interest in this concept, there is a lack of a comprehensive body of research in this area. Additionally, existing research in this field has focused on small segments rather than taking a holistic view of customer engagement literature. Furthermore, different theoretical perspectives have led to a fragmented theory. In light of this gap, the present study aims to delineate the evolutionary trajectory of customer engagement literature and outline the knowledge structure of the field, providing a comprehensive perspective.

The type of research in this study is qualitative in terms of data nature, applied in terms of purpose, and bibliometric in terms of data collection. The bibliometric method, as a practical application of mathematical and statistical methods, serves to identify the intellectual trajectories of scholars within a field. It also illuminates the structures and underlying framework of knowledge, highlighting their interrelationships. This approach offers an unbiased perspective for researchers. All analyses were conducted using R programming languages. The algorithms employed included thematic analysis, correspondence analysis, clustering algorithms, and co-occurrence analysis of words.

The study identified the most influential authors and journals within the period spanning 2009 to 2022. The most active and influential author in this field is Ms. Hollubeek. Additionally, the journal "Business Research" with a frequency of 41 has the highest number of published articles. The majority of publications are attributed to the United States, Australia, and China. The most frequently occurring words related to customer engagement are customer satisfaction, behavior, impact, and scale development metrics. Furthermore, the results indicate that the majority of research in the field of customer engagement focuses on social media marketing and brand loyalty. Additionally, based on co-occurrence analysis, three clusters of words related to the concepts of engagement and its metrics in social networks, preconditions for customer engagement, recommendation marketing, and the effects of social networks on customer behavior were extracted. This study also provides a comprehensive insight into marketing and brand managers by identifying the main themes of customer engagement. Moreover, the direction and trends of customer engagement shed light on a range of strategic opportunities that can be used by brand managers as a competitive advantage.

Based on the results of the histogram mapping, three main pathways of scholars in this field were elucidated. The first one focuses on the customer-centric approach for organizations. From this perspective, organizations should delegate some control to the customer and provide them with incentives, effectively making the customer the marketer of the company. The second pathway has reached its peak with the emergence of social networks and interactions between organization-customer and customer-customer. A wide range of research in the areas of brand community, engagement metrics, and engagement drivers, including content type, customer attitude, industry, and behavior, are encompassed in this pathway. The last one is service dominance. Based on this, engagement is defined as the interaction and creative experiences of the customer with the brand. This pathway is rapidly evolving from a micro to macro perspective and new research is likely to focus on all actors in a service eco-system.

; it seems that till now, there has been no research to present a comprehensive pattern in the field of sales management especially in the retail industry, with the qualitative method. In order to fill this gap, the present qualitative research is designed to provide a comprehensive sales force management framework in Refah chain stores in Mazandaran Province. This Research has been compiled in two sections. In the first part, by using the Bibliometric method, the important keywords were discovered and the co-occurrence map of keywords were drawn in VOSviwer Software. In the second part, because the keywords from the first step were ineffective and limmeted; researchers tried to identified the exact component of sales force management with using semi-structured interview and thematic analysis. For this purpose, the six sales manager were selected with the help of targeted sampling method. By analysing the data, 125 codes(Basic thems) and 37 sub-themes were identified and categorized in 6 main themes including: “Organizational Planning”, “ Planning of Financial Programs”, “ Social improvement of sales force”, “ Diagnosing the sales force problem”, “ Control of sales force” and “ Correction of deviatations” . at the end the framework of sales force management in Refah chain store was drawn.

Given the importance of digital content marketing, and the scattered knowledge in the body of literature, this study seeks to take a comprehensive look at the factors influencing the digital content marketing process in order to engage the consumer with the brand on social media. With the help of the Bibliometrix package of R and VOSviewer software, the science performance and the scientific network were recognized and mapped. Classifying five main clusters in the co-citation analysis, theories, contexts, and main constructs of the field were identified. The recent trends were identified using co-occurrence analysis.  Finally, the achieved results were presented within a conceptual framework. The most common antecedents and consequences of digital content marketing were presented together with the contexts.

Bibliometric systematic review has been used to identify and analyze thematic trends in digital content marketing and brand engagement scopes. In fact, bibliometric analysis is a specific scientific field that examines the evolution of knowledge, scientific quality, and the impact of resources in this field from an objective and quantitative perspective. The bibliometric method generally has two main parts: (1) performance analysis and (2) intellectual mapping of science. In the section on performance analysis, the actions of authors, countries, and scientific institutes as well as their contribution to scientific development in a specific field are examined, while knowledge maps are used to identify the intellectual structure of the field and examine time trends and current issues in each period.

In the performance analysis, the most-cited countries, authors, and articles were identified. The United States, China, and the United Kingdom were the most outstanding countries in this field. In the co-citation analysis, five main clusters were identified and the main constructs of each cluster were extracted along with important theories, contexts, and methods. With the help of these constructs, the antecedents and consequences of the digital content marketing process were presented. Co-occurrence analysis recognized new trends in this field to complete the framework.

Based on the ADO-TCM framework, five important antecedents of the digital content marketing process were introduced: social media characteristics, source characteristics, content characteristics, consumer characteristics, and online community characteristics. Consumer participation or non-participation is a behavioral decision that originates from the digital content marketing process, which ultimately leads to brand engagement as the output of the process. Finally, culture and artificial intelligence were introduced as important contexts to facilitate this process.

Today's social media and social networking sites (SNS) have had a significant impact on how people receive information and news. A recent report from the Pew Research Center shows that most adults in the United States rely heavily on social media for news, and that number has been increasing in recent years. These new sources of information also mean that people are now exposed to a large number of commercials on a daily basis, most of which are embedded in social networks. In the meantime, we are facing the phenomenon of social influence. Social influence is a concept that includes a wide range of phenomena such as socialization, obedience, compliance, conformity and persuasion. This concept refers to the process of changing opinions, attitudes and behaviors as a result of interacting with people around us. Currently, a large part of social interactions takes place in online environments where social influence processes occur. The convergence of collective and interpersonal communication, which is characteristic of online communication and especially social media, helps to increase the complexity of social influence processes. Technological capabilities have dramatically changed the traditional communication approach in terms of message control, audience scale, source ambiguity, receiver ambiguity, and temporal ambiguity, and as a result, have affected the process of social influence. In addition, today, the emergence and popularity of social networks has led to a change in consumers' media consumption and the means of communication between customers and brands have undergone fundamental changes. Currently, many brands, including retail brands and consumer goods, clothing, tourism, beauty products, etc., use different social media platforms, and many of them have added social media to their marketing strategies. Social media are considered to be an effective way to attract new customers and retain customers, because they rely on the users’ generated data, which are considered more reliable than the content available on the official websites of companies. These social networks are able to create real connections between users and brands, which has a positive effect on the performance results of brands. The ability to use these social networks in marketing actions has made them one of the research priorities of the marketing field. Among the most popular social network platforms is Instagram, which has the fastest growing number of users among social networks. This social network has succeeded in attracting the attention of social network users by continuously providing new and attractive features. One of Instagram's recent actions has been providing special capabilities for businesses so that these businesses can easily use this social network to achieve their business goals.Social media influencers act as digital opinion leaders, observers, and strategic communication actors on various social media platforms such as Instagram, YouTube, Twitter, and TikTok. Influencers' embedded advertising messages are often seen as honest opinions, so they are highly persuasive. In addition, influencers and their groups of followers are involved in a mediated relationship, and there is evidence that the quality of this relationship affects the effectiveness of influencers' advertising messages. Horton and Wohl have called this relationship a para-social relationship, which is intended to be an illusory close relationship between the audience and the media personality. Given the significance of influencer marketing, and the diffused knowledge in the body of literature, this study attempts to take a comprehensive look at the agents influencing the para-social relationships process to enhance the effectiveness of influencer marketing on social media. With the help of the Bibliometrix® package of R and VOSviewer software, the science performance and the scientific network were discussed and mapped. By showing four main clusters in the co-citation analysis, theories, contexts, and main constructs of the field were identified, and by co-occurrence analysis, the recent trends were identified, which all eventually presented in the conceptual framework. The most common antecedents and consequences of influencer marketing were presented together with contexts.

Bibliometric systematic review has been applied to identify and analyze thematic trends in para-social relationships and influencer marketing scopes. Bibliometric analysis is a specific scientific field that examines the evolution of knowledge, scientific quality, and the impact of resources in this field from an objective and quantitative perspective. The bibliometric method generally has two main parts: (1) performance analysis and (2) intellectual mapping of science. In the section on performance analysis, the actions of authors, countries, and scientific institutes and their contribution to scientific development in a field are inquired, while knowledge maps are used to recognize the intellectual structure of a field and examine time trends and current issues in each period.

By using co-citation analysis, not only the most influential publications are identified, but also researchers can find thematic clusters. Here, thematic clusters were extracted based on the mentioned publications. With at least 15 Citations, total number of 13258 cited references was considered which results in 84 items (34 in cluster 1, 19 in cluster 2, 16 in cluster3, 15 in cluster 4), 4 clusters, 3388 links and total links strength 18086. In the performance analysis section, the most-cited countries, authors, and articles were identified. The United States, China, and Germany were the most prominent countries in this field. In the co-citation analysis, four main clusters were identified and the main constructs of each cluster were drawn out along with substantial theories, contexts, and methods. With the help of these constructs, the antecedents and consequences of the influencer marketing process were presented. Co-occurrence analysis considered new trends in this field that help to complete the framework.

Based on the ADO-TCM framework, five important antecedents of the influencer marketing process were introduced: influencers’ characteristics, audience characteristics, social media characteristics, content characteristics, and para-social relationships characteristics. Creating and developing para-social relationships is the most important behavioral decision and increasing the effectiveness of influencer marketing is the most important output of the influencer marketing process. Finally, culture and artificial intelligence were introduced as important contexts to facilitate this process that was not seen in the literature. So, the current literature has the ability to develop and grow, at least from a theoretical perspective, because the lack of a comprehensive framework that does not focus on only one element or part of the process and identifies various influential factors of influencer marketing is felt.