تبلیغات

In today's era, advertising is the most important aspect of product branding in mass media. The current research was done with the aim of conceptualizing and presenting the model of advertising strategies of cosmetics and health products in the online space of Iran.

 In terms of practical purpose and with a qualitative approach based on Grounded theory, the research was conducted through semi-structured and indepth interviews with 15 academic experts and marketing and sales managers of Arian Kimia Tech Company, using non-probability and purposeful sampling until reaching the theoretical saturation rule.

The results of coding led to the identification of 380 open codes, 75 subcategories and 26 main categories. Consequences such as increasing sales and income, strengthening customer loyalty, improving brand image, improving innovation and product development, and reducing advertising costs were calculated. It is suggested to pay attention to the paradigm model and its components, especially the causal factors, background and strategies, in order to develop advertising strategies for cosmetics and health products in Iran's online space.

Originality/Value: 

 Few studies have been conducted on the advertising strategies of cosmetics and health products in Iran's online space, especially with a qualitative approach, and there is no practical and systematic model or framework in this field, so this study tries to solve this theoretical and research gap to some extent and provide advertising strategies for the health and cosmetic industries in Iran's online space for the marketing and sales managers of the mentioned industries.

Artificial intelligence has become one of the key tools for enhancing advertising strategies. By leveraging capabilities such as data analysis, machine learning, and natural language processing, AI enables transformative advancements in advertising and marketing processes. Exploring the role of AI in fostering advertising innovation, increasing audience engagement, and optimizing advertising strategies is of significant importance.The primary aim of this study is to map the knowledge structure of research on the application of AI in advertising using co-word analysis. To achieve this, 3,577 scientific articles published between 1994 and 2024 were retrieved from the Scopus database. The titles and abstracts of these articles were analyzed using VOSviewer software to generate a comprehensive map of the most frequent terms and key topics. The results revealed that the keyword “advertising” had the highest frequency, serving as a focal point for numerous studies in this field.The co-word analysis identified five main clusters: (1) prediction and optimization of advertising performance, (2) AI-driven content generation, (3) precise targeting and audience identification, (4) personalization of advertisements for enhanced engagement, and (5) the development of recommender systems to improve advertising efficiency. These clusters reflect the key trends in AI applications in advertising and marketing.This analysis provides a comprehensive and structured map of the existing knowledge on AI applications in advertising and serves as a reference for future research in this area. It also offers guidance for developing policies and strategies in the advertising industry.

The aim of the present study was to present a model to explain the role of social trust components on advertising in online social networks (with the moderating role of innovative culture). For this purpose, first, articles, sources, and references related to the subject were reviewed and the desired components were extracted. The statistical population in this study included 7 academic experts and information and communication technology managers who were selected using the snowball method. The degree of influence and impact of some of the most important extracted variables was determined using the Dematel method, and with the results obtained from the Dematel method and the opinions of the research experts, the research model schema was designed. The formulas necessary for implementing the model were reviewed with the opinions of the experts. The validity of the research model was confirmed after conducting various tests in the Vensim software. After confirming the validity of the model, scenarios were developed and implemented. The results of the implementation of the designed scenarios showed that increasing social trust components such as organizational credibility and security have the greatest impact on the effectiveness of advertising in online social networks.

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

Vast advertising of salt snacks through various media including packaging is a concerning factor in increasing obesity and related illnesses in children. This research aims to study a) the health situation of salty snacks in Iran; b) the type and level of marketing strategies for packaging these products; and c) the conformity of these strategies to related regulations in Iran. To this end, 81 salty snacks were selected as the research sample from the portal of Ofogh Kourosh stores. A content analysis was conducted to analyze selected products’ packages. Regulations and policies restricting unhealthy food advertising and marketing in Iran were identified through a scope review approach. According to the nutrient profile model for the marketing of food and non-alcoholic beverages to children in the WHO Eastern Mediterranean Region, marketing of all 81 selected salty snacks was not permitted. Most of the studied samples were high risk in regard to fat content and all snacks had medium risk based on salt content. The most used promotional strategies were, respectively, emotion and entertainment, child-oriented characters, and nutrition and health. The violation of Iran’s related regulations in marketing activities on the packaging of all studied products was observed. The results of this study- through providing a more comprehensive understanding of how food product manufacturers try to attract children and parents- help relevant authorities monitor these issues more carefully.

Digitalization has profoundly impacted all aspects of individuals’ daily lives. This significant shift has altered consumer preferences, leading to decreased attention to advertisements and commercial messages. Consequently, most commercial efforts by businesses are consciously or unconsciously overlooked by audiences, resulting in reduced effectiveness of traditional advertisements, which are often conducted at substantial cost. The advancement of various technologies through digitalization has given rise to several promising innovations. Among these, Augmented Reality (AR) stands out as a desirable technology that businesses and marketers can leverage as a marketing or advertising strategy. AR enhances and expands users’ perceptions of their physical surroundings by integrating computer-generated digital layers into the physical environment. With AR, users can interact with digital elements in real-time, making the advertisements more engaging and memorable. This study aims to investigate whether AR-based advertising efforts are more effective compared to traditional advertisements. Additionally, it examines whether the use of AR technology in presenting commercial and advertising efforts enhances audience attitudes towards these advertisements and increases their purchase intention after viewing AR advertisements. The objective extends to analyzing whether the immersive and interactive nature of AR ads can bridge the gap between virtual and physical experiences, thus making advertisements not only more appealing but also more impactful on consumer behavior.

In this research, a AR advertising platform was designed and developed for a consumer product. An experimental approach was employed, utilizing two groups (experimental and control). Data were collected at three stages: pre-test, post-test, and recall test. The study involved 22 participants, and data were gathered using a questionnaire. The AR advertising platform allowed participants to interact with the product in a simulated environment, providing a richer and more comprehensive understanding of the product features.

The results indicated that AR-based advertisements not only improve and enhance customers’ attitudes toward the advertising efforts but also significantly boost their purchase intentions. The findings also highlighted that participants exposed to AR advertisements exhibited a higher level of engagement compared to those who viewed traditional ads. Moreover, AR ads were found to further drive the effectiveness of the advertising campaigns. Therefore, it can be concluded that the effectiveness of AR-based advertisements surpasses that of traditional advertising approaches.

Given the novelty of this advertising approach, it is recommended that marketers invest in AR technology. This investment will not only provide a competitive advantage and offer greater value to consumers but also create differentiation for the company and its products, thereby enhancing the effectiveness of advertising efforts. In the long run, AR technology is likely to revolutionize the advertising industry, making it essential for businesses to adapt and integrate this innovative approach into their marketing strategies. Ultimately, this will lead to increased product sales and improved business profitability.

One of the most famous marketing concepts that has been researched during the last decade is brand equity. Customers value their popular brands and marketers seek to strengthen this concept in different stages of brand positioning. On the other hand, as a result of the improvement of people's living standards, the demand for air travel increases day by day.   Also, the competition between airlines has increased significantly compared to the past. Therefore, identifying the factors related to the  traveller’s loyalty ,their expectations of the factors and classifying their demands can be of great help in keeping and creating loyalty among them. In this research, relations of two important marketing factors on the dimensions of brand equity in Iran Airtour Airline company has been tested. We used correlation method in order to confirm factor analysis.   After confirming the fit indices of the model, we tested the relations of two factors of Iran Airtour advertising and air travelers' experiences . The results showed that these two factors had relations with the dimensions of brand equity, and this relation was positive and in the same direction. The greatest relations of advertising is with awareness, brand  association, loyalty and quality as well. The customer's experience of the Iran Airtour brand has the greatest relations with awareness, loyalty, brand association and perceived quality of the Iran Airtour brand, respectively.

This study has been conducted with the aim of providing a local model of increasing market share in Iranian dairy industries with a qualitative approach. The present research is considered to be a qualitative research method in terms of its purpose, applied research type, and in terms of data collection method. The statistical population includes 12 experts, including professors of Islamic Azad University in marketing fields, including marketing managers in dairy companies who are familiar with market share issues. The sample size was determined based on reaching theoretical saturation in the interviews. The main tool of data collection in the field section includes semi-structured interviews. Data base theory approach using MAXQDA software was used to analyze qualitative data and provide a paradigm model. Based on the results of the qualitative analysis of six categories of factors including causal conditions (internal marketing, product life cycle management, market attractiveness, marketing mix, competitive strategy and planning and targeting), background factors (characteristics of customers, competitive environment and market turbulence), central phenomenon (market share development strategy), strategies and measures (market share management, sales promotion, advertising, competition, special brand value and market segmentation), intervening factors (risk management and sustainable competitive advantage) and The consequences (establishment of brand position, profitability, bargaining power and increase in market share) were identified. As a result, the paradigmatic model of the native pattern of increasing the market share in Iran's dairy industries has been fully drawn with a qualitative approach according to six conditions (contextual, causal, intervening, central phenomenon, strategies and actions, and consequences).

The emergence of the Internet in the modern business environment has become so pervasive that no large or small company can ignore its influence. Therefore, the purpose of this research was to investigate the attitude towards social media advertisements on the intention to buy products.

A researcher-made questionnaire was used to collect information. A random sampling method was used to select the sample, and finally 342 questionnaires were collected online. In order to analyze the data and check the hypotheses, SmartPLS software was used.

The results showed that the informativeness of advertisements, social role and image, and creativity in advertisements have a positive and significant effect on the attitude towards social media advertisements. Finally, a positive and significant effect was found between attitude towards social media advertising and purchase intention. Improving the attitude of Instagram users and increasing their trust in the opinions that are raised on Instagram, makes users explain and promote the products and services they have received to their friends.

Originality/Value:

 Due to the advancement of technology and the expansion of virtual space, these advertisements for consumer consumption have increased greatly. that move consumers to purchase, and the role of psychological factors such as trust and recognition in this process. This research can contribute to more optimal formulations for advertising in social media and improve the performance of the sports products market.

The purpose of this research is the effect of the role of social responsibility advertising on consumers' believability and purchase intention. The statistical population of this research consisted of 35 employees of Digikala Shiraz branch, which were selected as a sample due to the limited statistical population. The measurement tool in this research was the standard questionnaire of consumers' purchase intention (Ismailpour and Goldozian, 2018) and social responsibility (Arab Salehi et al., 2019). The research method is descriptive and correlational and non-random sampling method is available. The validity of the questionnaires has been confirmed through its content and reliability using Cronbach's alpha. Data analysis using Likert scale (five parts) and Lisrel and S. software. P. S. S. is. The results obtained from the data analysis showed that the organization's social responsibility advertising has a significant impact on the credibility and purchase intention of consumers.

The objective of this research, conducted at the edge of advertising knowledge, is to present a comprehensive model for predicting future trends in the field of visual metaphors in advertising through the evaluation of scientific performance and knowledge structures. To achieve this purpose, in this quantitative review, we have endeavored to extract prevailing patterns in the realm of visual metaphors in advertising and provide some implications to advertising strategists, marketers, and researchers interested in this field. For this aim, after selecting an appropriate literature search strategy and applying screening criteria, we extracted 743 articles from the Scopus database. These articles were subsequently analyzed using "RStudio" and "VOSviewer" software. The findings of this research, in the first section, have provided a comprehensive evaluation of the science performance by extracting the annual publication trends and identifying the most cited articles, journals, and authors. Additionally, it has determined the core journals in this field using Bradford's Law and assessed author productivity through Lotka's Law. In the second section, through the analysis of co-occurrence, co-citation, and collaboration networks, this research has contributed to a comprehensive assessment of the conceptual, intellectual, and social structures of knowledge within research domain. In the third section, the proposed research model is presented, illustrating the evolutionary process and future research directions in the field of visual metaphors in advertising.

The purpose of this research is to present the desired institutionalized branding model of Saderat Bank using the grounded theory approach. The target population of the research is public relations and marketing experts, who were selected using purposeful and theoretical sampling in the number of 14 people. The data collection tool is a semi-structured interview, and the data analysis was done in three stages of open, central and selective coding. The findings show that in order to improve the brand of Saderat Bank, platforms must be provided to increase its production. These platforms include 3 causal conditions (economic turmoil, strategic advertising planning, bank mission), 4 background conditions (interactive behavior of the bank, competitive advertising based on knowledge, justification of banking plans, professional ethics), 4 intervening conditions (disappointment of customer trust, pathology of advertising) 9 strategies (targeted advertising strategies, customer relationship management, quality of interactions and customer relationship, key factors in CRM implementation, strategic advertising leadership, audience-based advertising evaluation, social management of advertising, creation of opportunities new, advertisement renewal strategy) and 4 consequences (brand development, continuous improvement of performance, convergence of interests, alignment of interests). Based on this, institutionalized branding in the minds of customers shows itself through advertisements in different formats and by developing a suitable model.

Today Advertising and information in business have become an integral part of economic units; consequently, the survival of any business greatly depends on the success or failure of information, marketing, marketing and advertising activities of the same products. Apparently, those Advertisements enjoying well-known endorsers are very popular among the people. This study aims to explain the star power of celebrities on the brand attitude, the brand trust and it’s purchase intention. The given study, is an applied research in terms of the purpose and a quasi-experimental study in terms of data collection.The statistical population of the given study is students of Mazandaran University. The sample size is estimated to be 465 people. Due to the corona virus outbreak, the available sampling method is used. At first, ten celebrities and 10 well-known brands are prioritized in order to often the statistical sample is devided into two groups including “surveys and control”. Finally the questionnaire about the effect of star power on the “purchasing behavior” was attributed among the sample. The findings show that the use of celebrities leads to a positive attitude towards the brand, more trust and intention to buy in consumers. Compared to lower star power, the higher counterpart leaves a greater impact on the brand attitude, the brand trust and buying intention as well.

The present study was aimed at determining factors and representing a model for personalized advertising by the mixed method. In the qualitative phase, using the Meta-Synthesis method based on the seven-stage model of Sandelowski and Barroso, related sources between the years 1399-1399 AH and 2021-2000 AD were studied, and 42 references were selected. The data were analyzed using Strauss and Corbin model during three stages of open, axial, and selective coding. The Conclusion The output of the qualitative phase was the discovery of 137 concepts, 29 sub-categories, and 9 main categories presented in the conceptual model. The research method was descriptive-correlative based on structured equation modeling and the statistical population consisted of all of the customers of Digikala in the Year 1398 which used the Cochran formula for an unlimited community, 348 members were selected for criterion- targeted Sampling method. The data collection tool in the quantitative phase was a researcher-made questionnaire taken from the qualitative phase with 137 items. After confirming its validity (face, content, and construct) and reliability (Using Cronbach's alpha method), the structural equation method was analyzed. Findings showed that Perceived usefulness and perceived costs had the most significant impact on market management strategy, respectively. At the same time, a market management strategy has the most significant impact on attitude outcomes.

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).

The theory of uses and gratifications, developed by Blamer and Katz (1974), is one of the major theories of media, mass media, and new communication technologies. According to this theory, people in the media and communication technologies look for the content that they best enjoy. One of the main concepts and assumptions of the theory of uses and gratifications is the activeness of the audience. In other words, the audience seeks to meet their needs, gain gratification and satisfaction in using the media. It is believed that the choice of media provides the desired satisfaction (Kharazi et al., 1400). New communication technologies have had a significant effect on the speed of business development and increased competitiveness domestically and internationally (Klimovets, 2017). One of the key factors determining the ability of a company to compete successfully in marketing is the use of new communication technology. The last two decades experienced the rapid development of new communication technologies. Digital tools and applications are evolved almost every day. The rapid advancement of technology in hardware and downsizing and processing power has made it possible to develop tools that allow users to experience new "types of virtual reality" (Shen et al., 2022). The global augmented reality market for 2014-2018 shows that this market has grown by an average of 130% per year (Klimovets, 2018). AR / VR technologies are advancing rapidly with artificial intelligence and automation. In the future, augmented reality technology, due to its attractiveness and potential, will be actively used in innovative projects (Klimovets, 2017). Augmented reality (AR) technology has emerged as one of the main trends in the digital market in recent years (Wang, 2021). A growing series of research has addressed marketing-related issues surrounding this new technology (AR) (Kumar, Ramachandran, & Kumar, 2021). Augmented reality technology is an effective tool for direct sales and marketing and provides an optimal solution to marketing problems. Marketing with this new technology (AR) represents a new, potential and influential sub-discipline in marketing.

The current research is developmental in terms of purpose because the role of augmented reality technology in advertising is exploratory. In addition, in terms of the data type, it is qualitative research. Interviewing was selected among the different methods of data collection in qualitative research under COVID-19 conditions and the impossibility of coordinating with several experts in simultaneous meetings and recording their knowledge and expertise about the new technology (augmented reality) in advertising. In this study, due to the novelty of the subject of the interviews (i.e., augmented reality technology), it was preferred to ask specific and directional questions with regard to the lack of prior mentality about the subject of the semi-structured interviews. After an in-depth review of the advertising literature and augmented reality technology according to the main research questions, the main open-ended interview questions were designed according to the model (5M). The statistical population of the research consisted of advertising companies in the field of augmented reality technology

Theme 1: Mission: The use of new technologies in the advertising industry requires fulfilling the goals that are in line with the marketing policies of companies and organizations. Goals in advertising fall into three categories including goals with a focus on the customer, goals with a focus on the market, and goals with a focus on the results. Mostly, people between the ages of 18 and 70, including our young and middle-aged population, are among the targets of our augmented reality technology advertising.Theme 2: Message: The use of any technology must be of effect on the audience and deliver a message to a specific audience with clarity and transparency. In addition, the transmitted message must be able to solve the problems and mental concerns of the target audience. According to one expert, "Using augmented reality technology, by engaging the audience's emotions and showing the intricacies and subtleties of the product or service, has been able to raise the awareness of the audience and continuously accompany them by creating attractiveness”.Theme 3: Media: Media and distribution channels of advertising messages have very important roles in attracting the audience. It should be noted that the first point of contact of any company or organization with the customer is through communication channels, which is a formidable reason as why more attention should be paid to media and channels of advertising messages. On the other hand, the need to design a content publishing calendar and pay attention to the limitations are significant issues in the review of advertising media.Theme 4: Money: The use of any new technology in marketing-related topics requires money and the creation of optimal advertising methods. It should be noted that the use of augmented reality technology can reduce unnecessary costs to some extent and increase effectiveness to an acceptable level. According to one expert, "the use of augmented reality has been able to optimize advertising, to largely prevent the allocation of heavy budgets online and offline to advertising”. It is suggested that part of the profits of companies be allocated to updating this technology, so reasonable budgets are allocated to the marketing department of companies annually.Theme 5: Measurement: Spending more on the new technologies section requires reviewing and measuring the effectiveness of these technologies in the field of advertising. In this regard, two important tests should be considered. The first is a pre-test,which measures the effectiveness of an ad before using the technology, and the second is a post-test, which measures the effectiveness of an advertisement after using that technology.

This study has introduced new concepts of advertising in the use of augmented reality technology. It provides the basis for explaining its concept and setting marketing strategies at a high level.

Advertising, as one of the most important marketing tools in the world, has always played an important role in the world of trade and economic exchanges. Advertising, which is one of the methods of attracting customers and increasing sales, has been used in the business industry for a long time, but like social phenomena, it has undergone changes in the form and type of use. Digital marketing, which is one of the new forms of marketing, seeks to attract and retain customers by using digital tools. The increasing growth of the digital space has made digital marketing as a popular and effective method of attracting audiences and increasing sales. The high prevalence of social networks forced governments to enter and systematize this emerging phenomenon. One of the types of government intervention in the regulation of social networks is imposing taxes on people who earn through advertising on this platform. In Iran, for the first time in the general budget act - 2021, this issue has been brought to the attention of the legislator. This paper aims to examine the basics of this type of tax, as well as the relevant laws and regulations of Iran.This article has used the library method to compile and review the basics of advertising tax in social networks. The authors analyzed and criticized the laws and regulations related to this type of tax in Iran and identified the existing challenges. The results of the research indicate that flaws in the relevant regulations will cause the government to fail in achieving the intended goals.

The analysis of opportunities and threats in each work area is considered as one of the main stages of strategic management, and if the complexity of the said area increases in terms of the number of components and the relationships between them, this action is considered necessary. In the third millennium of competition The war of organizations and manufacturing companies to sell their products has changed their attitude towards marketing and advertising strategies and organizations, willingly or unwillingly, must have specific strategies in this field in order to survive in a competitive environment. In this regard, the purpose of this The study, identification and prioritization of marketing and advertising strategies in manufacturing companies in the marine industry of the country has been.

This research is applied in terms of purpose and descriptive in terms of implementation method, and in order to collect information, possible strategies were identified by using literature and research background. The statistical population of this research was all the managers of 5 companies active in the marine industry in Bandar Abbas, and due to their limited number, the entire number was used and all the managers of these companies participated in the survey. The data collection tool was a pairwise comparison questionnaire and Hierarchical analysis process method and Expert choice software were analyzed. In order to determine the content validity of the tool, it was used according to experts, and in order to determine the reliability, the inconsistency coefficient was used in the process of hierarchical analysis.

The results of the research showed that according to the fact that the companies active in marine industries are present in international and global competition and according to the investigations made by the company's managers, the company's marketing strategy was based on the ANSF table and the market development strategy, and on that basis and with Considering the prioritization criteria that include market penetration, cost, population covered and finally helping branding.

The research results showed that by considering the prioritization criteria which include market penetration, cost, covered population and finally help in branding, the aforementioned strategies were prioritized. The research results showed that from the point of view of the market penetration criteria, Covered society and help in branding the advertising strategy in the national media (TV) as the best selection strategy, and from the point of view of the cost criteria, the advertising strategy in social networks has been chosen as the most appropriate advertising strategy

In the present research, which was based on a survey of 400 consumers of Ramek dairy products, an attempt was made to investigate the role and impact of advertising on the brand of Ramek company. For this purpose, a questionnaire consisting of two parts was prepared, the reliability of which was obtained using Cronbach's alpha method of 82%. Hypotheses were tested with t, homodistribution, Bernoulli and chi-square tests and using SPSS statistical software. The results show that the statistical sample of the research is homogeneous and is consistent with the reality of the society, and more than 62% of the respondents have been familiar with Ramek products for more than four years. Nearly 50% of respondents consider quality to be the most effective factor in choosing dairy products. Advertising along with availability, price and packaging have been the next effective factors in this choice. According to the opinion of the participants in the advertising research, it has had a positive effect on the introduction of the Ramek brand.