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Crises, including the Corona crisis, can have profound effects on societies and cause a loss of public trust. Therefore, it is very important to plan and implement appropriate strategies to restore the image of the destination and increase the trust of the organization using social media. Yazd is one of the provinces that may face various crises due to different climatic conditions. In such a situation, organizations need to present their information and actions to the public by using social media to increase people's trust. The present study was conducted with the aim of identifying the factors influencing the recovery of the destination image and the organization's trust in social media after the crisis in Yazd province. Descriptive research is a survey. The statistical sample of the research included 65 tourists from Yazd province, who were selected and interviewed non-randomly. Data and scenarios were analyzed using fuzzy cognitive mapping technique and the research model was designed using social network analysis. In this regard, several factors are involved, among which the factors emphasizing the importance of passenger safety and security, continuous and clear information regarding changes in passenger plans, and accurate and up-to-date information about the crisis situation were respectively the most important; Because they were more central. Emphasizing the importance of these three factors can have a significant impact on improving communication and creating a sense of trust among travelers through social media after the crisis and restoring the image of the destination from the perspective of travelers.

This research has been carried out to design a model for promoting crisis management with an emphasis on the role of social media among armed forces employees. The research method is qualitatively based on the thematic analysis method. The statistical population included people who had both academic and practical experience in the field of media and crisis management, and finally, 17 people were selected as a statistical sample. According to the findings of the research, mass media have five main functions in crisis management: directing public opinion, monitoring and monitoring the environment, training, informing, and creating public solidarity. The findings of this research show that social media can play a significant role in the country's crisis management, and therefore the officials of the country's military forces are recommended to act based on the presented model to predict the crisis in time, prevent it and prepare to deal with it to pay.

User-generated content in marketing refers to brand-related content that is published by anyone who is not an official member of that business.Content generated by users can be in various forms including podcasts, videos, comments, images and photos.This study was conducted with the aim of designing a brand social engagement model based on the content generated by users (UGC).

This research tried to achieve its goals by using the paradigm of pragmatism, with the approach of social constructionism with qualitative research design. There are two categories of participants in the research. The first category is experts in the field of marketing and insurance, and the second category is ordinary users, and the samples were selected among them based on the purposeful sampling method. (15 experts, 15 users). The data were analyzed using Strauss and Corbin (1990) coding method. The selected companies to conduct the research include Iran, Asia, Novin, Alborz, Pasargad and Parsian insurance companies and three third party insurances, medical insurance and life insurance have been selected as samples.

The findings of the research showed that the brand social engagement model based on the content produced by users in the insurance industry had four components, eleven categories and fifty-eight themes. Social influence and using the potential of content produced by users as final components and two components of trust building and increasing interaction with users are effective in the formation of brand social engagement. Model fitting in three parts includes measurement model fitting, structural model fitting and general model fitting. To check the fit of the measurement model, index reliability, convergent validity and divergent validity were used. The reliability results of the index showed that the designed model has a good fit. The results of the convergent validity test showed that the structures of this research have sufficient validity in terms of convergence and correlation. The results of the divergent validity test showed that the structures have good validity. The results of fitting the structural model showed that you can trust the fitting of the model from the structural dimension and finally the overall fit of the designed model is strong and favorable.

According to the obtained results, it can be said that the firms that are active in the insurance industry can create a link and connect the brand story between the insurance company and the users by using the content produced by the insurance users and with interest. Taking the four components of users' social influence in the contents produced by insurance users, the personality type of insurance users in the contents produced by users, the management of the contents produced by insurance users and the potential of the contents produced by users have increased the motivations of users, interactions manage and optimize social and activate social actors and achieve its ultimate goal, which is the formation of social engagement of its respective brand.

Today, the use of social media in small and medium businesses has become a competitive requirement. Some researchers consider entrepreneurship as a social and multi-stage process. This is why businesses try to use social media in the best possible way during these stages with the aim of survival or business development. Entrepreneurial entry is one of the most important stages of the entrepreneurial process that businesses can successfully complete by taking advantage of the benefits of social media. The current research seeks to formulate the theoretical framework of the function of social media in the entrepreneurial entry of small and medium businesses. This research is applied in terms of purpose and from the point of view of documental-meta-composite research. This research is based on 1608 articles of Scopus scientific database during the years 2016 to 2023. After the initial screening, we found 47 articles and finally 15 central articles for extracting findings. In the Meta synthesis method, four main structures were identified and organized along with 11 concepts. The results of this research can serve as a road map for entrepreneurs and business activists during the entrepreneurial process and especially the initial stages of starting a business. On the other hand, the proposed framework can be a theoretical basis for future research in the development of social media applications in the entrepreneurial process.

Societies and organizations seek to gain sustainable competitive advantage. In this regard, knowledge management is an important factor in innovative activities to maximize the desired performance of the organization . A major part of these resources is their human resources . SMEs must respond to this challenge because conventional marketing strategies are no longer suitable in an age where consumers are more sophisticated than before .In recent years, environmental disturbances have caused knowledge management to emerge as a value creation factor for the customer and a key capacity for management. Therefore, if companies want to gain an advantage, they must have enough information about creating knowledge, sharing knowledge, and applying knowledge in the organization . The present age is the age of competition for survival, and organizations must continuously adapt themselves to new needs of customers. The development of new services is also essential for survival in this turbulent environment. For this purpose, it is necessary to pay attention to the opinions of customers and use the received feedback in the service development processes. For this purpose, in this research, the impact of customer knowledge management on the performance of the organization has been investigated from the perspective of customers and managers. Customers are one of the most important stakeholders in any company. There is no doubt that proper communication and cooperation with them can help increase customer satisfaction and success. Many companies are trying to align their processes and products in order to create stronger customer relationships. It considers customer knowledge as a combination of experience, value, information and expert insight captured during exchanges between the organization and the customer. This knowledge is created in a two-way flow that creates value for both parties (the organization and the customer) and is considered the main source in improving the value of the customer.

In this research, apart from measuring customer knowledge management and organizational performance at one level, measuring the relationship between social media and organizational performance at a multi-level structural position has been investigated. The current research is applied in terms of purpose and descriptive-survey research in terms of method. The statistical population of the research includes 169 IT supervisors and managers and 217 customers. Data analysis was done by structural equation modeling with partial least squares method and SmartPLS software. Based on results, technological, human and organizational factors have a positive effect on increasing organizational performance. The research innovation in the implementation of this analysis is multi-level. Multilevel data have been analyzed with the help of Hierarchical Linear Analysis software.

After processing the data by statistical tools and software, the following results were obtained, which can represent the results of the research hypotheses test:First hypothesis: human factors have a positive effect on customer knowledge management in order to increase software quality. According to the obtained results, it was observed that human factors have a positive effect on customer knowledge management in order to increase product quality, and the first hypothesis is confirmed in the company model. According to the measurement criteria in the research, for the development of software quality in the company, it is necessary to expand and use the ability to share and apply customer experiences. The skills and ability of employees to apply customer knowledge should be improved. Organizational factors have also a positive effect on customer knowledge management in order to increase product quality. It can be concluded that in order to develop software quality, it is necessary to meet customers to discuss their needs during the software development process. In the course of software development activities, customers' participation should be used. It is necessary to encourage the attraction and management of customer knowledge in the company environment. Organizational factors do not have a significant effect on customer knowledge management in order to increase product quality, and the second hypothesis is rejected in the customer model. In today's changing and competitive business market product quality is considered as the primary factor of success. If an organization can provide a quality product, it can definitely provide a set of excellent operations and services to the customer. Therefore, product quality will be the factor of customer loyalty. In this regard, software quality is a vital indicator that Managers and IT specialists should have a consensus about its development

The output of HLM 7 software showed the multilevel relationships of the research variables. Social media at the extra-organizational level has a positive effect on the regression coefficient, the relationship between customer knowledge management and performance . In other words, the greater the investment on social media at the second (extra-organizational) level, the more intense its effect is at the lower level and organizational performance can be increased.

In today’s world, the rapid development of information technology has led to the creation of vast amounts of data. Approximately 2.5 quintillion bytes of data are generated daily, and this figure is expected to rise with the advent of the Internet of Things (IoT) (Seranmadevi & Kumar, 2019). The availability of reliable data is crucial for producing and utilizing information that enables quick and accurate business decisions. The rapid technological advancements and their widespread distribution globally have created opportunities to gain a competitive advantage through new methods based on data and artificial intelligence (AI) in marketing management. This study aims to enhance the marketing process by providing a systematic and precise approach toidentifying research gaps, thereby connecting practical and research actions in the field of marketing and AI. Consequently, the primary objective of this research is to develop a marketing plan based on AI using a hybrid approach and strategy.Artificial intelligence finds applications in various business contexts. Experts and academics consider AI to be the future of our society. With technological advancements, the world has become a network of interconnected systems (Jeric et al., 2019). The implementation of technology has led to investments in AI to analyze big data and create market intelligence (Stone et al., 2020).A marketing plan primarily consists of the marketing mix, which is a combination of marketing elements. The marketing mix comprises controllable marketing tools that a company uses to implement its marketing strategy, designed to satisfy consumers (Jerk & Mazurk, 2019). It is divided into four general groups known as the 4Ps. Subsequently, the 4Cs plan was introduced to emphasize the importance of the customer’s position and the formation of effective marketing communications (Tangyananakit & Samasat, 2022).Shirmohammadi and Mohammadi (2023) conducted a study titled “Using Artificial Intelligence and Internet of Things Based on Big Data to Create Knowledge and Rational Decision Making in B2B Marketing to Improve the Performance of Smart Travel Service Offices.” Their research demonstrated that AI and IoT positively and significantly impact the creation of customer and user knowledge. Additionally, the creation of customer knowledge and user knowledge of foreign markets positively andsignificantly affects rational marketing decision-making.Shah Nazari and Sharifi (2023) conducted a study titled “Artificial Intelligence-Based Systems for Consumption in Structural Marketing: Historical Reminder, Current and Future Views.” Their research highlighted the development of conscious systems and special power points to support decision-making situations for companies, especially those with a strategic identity, where good strategic data is essential.Shaik (2023) conducted a study titled “The Effect of Artificial Intelligence on Marketing,” which demonstrated that artificial intelligence significantly impacts marketing. Nalbant and Aydin (2023) conducted research titled “Development and Transformation in Digital Marketing and Artificial Intelligence Branding: The Dynamics of Digital Technologies in the Metaverse World,” showing that artificial intelligence is effective in digital marketing. Torres et al. (2022) conducted a study titled “Artificial Intelligence and Its Impact on Brand Loyalty: Relationships and Combinations with Satisfaction and Brand Name.” They used Fuzzy Qualitative Comparative Analysis (FS/QCA) along with Structural Equation Modeling (SEM). These methods reveal subtle differences that help understand the effects of different value dimensions. While SEM results emphasize the mediating role of brand love, FS/QCA results show that brand love is a major condition for brand loyalty. Different paths can be sufficient to produce beneficial results. These findings enhance our understanding of AI performance and can guide practitioners in using game experiences to influence consumer behavior.

The primary objective of this research is to identify the antecedents, dimensions, and consequences of an AI-based marketing program. It is developmental in nature and, since the data were collected without direction and manipulation, it is classified as non-experimental (descriptive) research. This study was conducted within the pragmatism paradigm using a mixed-method approach, incorporating both quantitative and qualitative methods. The bibliometric analysis method and the four-step approach proposed by Costa et al. (2017) were used to review the systematic research background. In the qualitative approach, metacomposition and the seven-step method of Sandlowski and Barroso (2007) were employed.Bibliometric Analysis As stated, this study utilized a four-step method proposed by Costa et al. (2017) for bibliometric analysis, which includes: Selection of bibliometric databases. Defining keywords (search strategy). Refining the initial results (entry and exit criteria).  Data analysis plan.

Data were collected from the Scopus database and saved in CSV format for further analysis. A total of 115 documents related to this particular issue have been published up to the mentioned date. The authors have used 789 keywords for the mentioned period. The chart illustrates the number of articles published over different years. As shown, only one article was published in 1985 in the field of artificial intelligence and marketing. From 2010 onwards, this issue gradually gained attention from researchers, and the trend of publishing articles has been on the rise from 2010 to 2022. In 2021, 50 articles were published, and in 2022, 21 articles have been published to date.

Existing studies, such as those by Avari (2018), Decamp (2020), Antons and Breidbach (2018), Chang et al. (2009), Chang et al. (2016), Liebman et al. (2019), and Gu et al. (2019), indicate that marketers can use mechanical artificial intelligence for standardization to prepare marketing plans. Intellectual artificial intelligence has a high potential for creating advertising content and personalization. For instance, authors of advertising content, websites, and social networks can facilitate the production of advertisements or post content using artificial intelligence. AI technologies enable the personalization and optimization of customer profiles in different locations and times. Content analysis can assist advertisers in creating more effective content.Based on the obtained results, the following practical suggestions can be made:Using AI for customer interaction (e.g., conversational bots to gather data related to customers’ moods and emotions).Employing AI to create music and write short stories to make advertisements more creative and memorable for customers.Utilizing mechanical AI to automate adjustments and price changes.Implementing automation by mechanical AI in the advertising media planning department.Using AI writers to produce content.Future research should consider conducting studies using experimental and longitudinal methods, as well as mixed methods. It is also suggested that future researchers address the limitation of excluding non-English language studies

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.

Social customer relationship management (SCRM) is a new concept that combines social media and social networks with standard customer relationship management (CRM) tools, processes, and practices to improve customer engagement, especially customer service. The goal of SCRM is to create a personal relationship with customers by tracking communications and interactions, following leads, analyzing customer views, and responding appropriately by reviewing the data received in the form of customer feedback. Many organizations have recognized the potential of SCRM capabilities in their businesses and have made significant investments in this area. However, the success rate of companies in integrating social media with CRM systems has varied greatly, and various studies report high failure rates of SCRM implementation. As social customer relationship management (SCRM) is considered an emerging phenomenon, most companies are still in the early stages of adoption. To exploit the true potential of SCRM, companies must be aware of the factors that drive its adoption. However, the existing literature on SCRM has largely focused on the characteristics, opportunities, and benefits that SCRM offers, but provides little insight into the factors that influence its adoption. Today, the service industry plays a vital role in the development and economic growth of countries. The insurance industry, as a supporting service industry, contributes to this development and plays a significant role in the economy. The Iran's insurance industry, despite its long history, has not had a very good position compared to other economic sectors of the country and compared to the world insurance markets, and has lagged behind in terms of growth. The low insurance penetration rate and low demand for insurance services in Iran confirm this. In a competitive and volatile sector like insurance, one of the profitable ways to outperform competitors and at the same time develop insurance penetration is to enable online interaction with customers through the use of social CRM. Social CRM provides opportunities for insurance companies that can increase their effectiveness. Given the benefits discussed, the purpose of this research is to identify the critical factors affecting the adoption of social CRM in the insurance industry and to prioritize these factors based on their importance and impact.

 This research is applied in terms of its purpose and descriptive-survey in terms of its method. In order to collect data and information, library and field methods were used. After identifying the criteria and sub-criteria based on a review of the research literature and a survey of managers and experts familiar with the research topic in the insurance industry, a field study and distribution of a pairwise comparison questionnaire were used to prioritize each of the criteria. The statistical population of this research includes experts familiar with the topic, including customer relationship management experts in insurance companies in Tehran, of whom 29 were selected using the snowball sampling method. The questionnaire included three main criteria and 18 sub-criteria, which the experts were asked to prioritize. The network analysis process technique in Super Decision software was used to weight and prioritize the research criteria and sub-criteria. The insurance experts confirmed the validity of the pairwise comparison questionnaire and it has the necessary validity and its reliability was calculated by calculating the inconsistency rate.

In this research, the factors affecting the adoption of social customer relationship management (SCRM) in the insurance industry were identified, with a review of past research, in three main criteria and 18 sub-criteria. Then, these factors were examined and prioritized by experts using a questionnaire. The results of the network analysis process technique showed that among the 3 main criteria (technology, organizational, and environmental), technology factors were identified as the most important main indicator in the adoption of SCRM in insurance companies. Organizational factors ranked second, and environmental factors ranked third. After the final prioritization, the highest rank in the sub-criteria was observed for the sub-criterion "the existence of reliable customer information in social media". This was followed by "senior management support" in second place and "the ability to integrate customer-related systems" in third place, which indicates the importance of paying attention to these sub-criteria in the insurance industry.

 In recent years, social customer relationship management (SCRM) has emerged as a powerful tool for businesses to engage with customers on social media platforms and build strong relationships with them. This trend has also had a significant impact on the insurance industry, prompting insurance companies to adopt SCRM strategies to better connect with their customers. SCRM enables insurance companies to effectively target and engage with a diverse range of customers. While technologies such as SCRM can offer better alternatives and solutions for communicating with customers, effectively integrating them into the existing insurance system can be challenging. Therefore, there is a need to identify the factors that influence insurance companies' intention to participate in SCRM programs, which can be the key to successful implementation of this technology. In general, based on the results of the research conducted, it can be stated that the adoption of SCRM is not only considered a technological project, but should also be considered as a comprehensive integrated business strategy in which organizational, environmental and technological factors must all be integrated and help the company to make an informed decision about the implementation of this strategy. By taking a comprehensive approach to SCRM, insurance companies can build stronger customer relationships, drive business growth, and gain a competitive advantage in today's digital age.

Paying attention to the category of marketing and access to appropriate and accurate content for tourists plays an important role in developing and strengthening tourism. In countries that understand this issue well, marketing in the field of tourism is becoming a growing sector. The present research has been carried out to present a content marketing model in social media with the approach of strengthening the studied tourism in Tehran. This research is applied in terms of purpose and survey approach. The statistical population of this research was a group of experts, including senior managers and trustees of tourism and marketing companies and university professors, based on the purposeful sampling method, 15 people were interviewed as a statistical sample. The approach adopted in this research was theme analysis. The results of the research show nine main dimensions, including; The centrality of technology in content marketing in social media, communication with tourists and competitors and the centrality of their data, strategic dimensions in content marketing, upgrading marketing infrastructure, transformation in organizational processes, innovation in content marketing, promotion of content marketing culture in social media, content marketing goals, value orientation and appropriateness of marketing content, which are considered as determining dimensions in content marketing in social media for the development of urban tourism. In line with the application of these dimensions, knowing the target community and having a correct understanding of their expectations, needs and expectations, as well as the use of social media, which facilitates the provision of their needs, has a direct effect on the mentality of tourists and, accordingly, the development of tourism.

Social media has recently emerged as a prominent tool in the field of marketing management. While it offers significant potential for small and medium-sized enterprises (SMEs) to incorporate into their marketing strategies, many of these businesses have not fully utilized the diverse capabilities of social media. Therefore, the primary objective of this study is to identify and develop a framework addressing the challenges faced by Iranian SMEs in leveraging social media as an effective instrument for product marketing.

This research adopts a mixed-methods approach, combining in-depth interviews with key informants (KIs) and interpretive structural modeling. The study begins by identifying obstacles from previous research and those uncovered through semi-structured interviews with KIs. These obstacles are then thoroughly reviewed and finalized. Finally, the structural interpretive modeling method is employed to elucidate the patterns and models of obstacles in utilizing social media as an effective marketing tool for small and medium-sized enterprises (SMEs). This approach visualizes the connections and interactions within a system, providing insights into the interdependencies of the elements (obstacles). It aids scholars in understanding how various factors influence one another, facilitating in-depth analyses and informed decision-making. Widely applicable across disciplines, this method fosters critical thinking and systems-oriented approaches among researchers.

The primary challenges in utilizing and promoting marketing tools on social media platforms include legal restrictions, platform and device filtering mechanisms, and a lack of government support. Companies often struggle to navigate complex regulatory environments and censorship on these platforms, hindering their ability to fully leverage the marketing benefits these channels offer. In the absence of robust support from governmental bodies, businesses face significant obstacles in effectively utilizing social media for promotional purposes. To address these barriers, organizations must adopt a systematic and strategic approach. First and foremost, it is crucial for companies to provide comprehensive training and development programs to enhance employees' technical skills and knowledge of social media platforms. This will empower them to navigate the intricate regulatory landscapes and understand the limitations imposed by various censorship mechanisms. Additionally, clear guidelines and policies should be established to mitigate security risks and protect user privacy. By doing so, companies can ensure that their marketing efforts comply with legal restrictions while still reaching and engaging their target audience. Senior management also plays a pivotal role in overcoming these challenges. It is essential for them to actively support and invest in initiatives that leverage the advantages of social media. By allocating resources and promoting the adoption of innovative marketing strategies, senior leaders demonstrate their commitment to achieving business goals and staying ahead of the competition. Fostering a culture of innovation and adaptability within the organization is also instrumental in mitigating the challenges associated with social media marketing. Companies need to encourage their employees to think outside the box and constantly adapt their approaches to meet the ever-evolving demands of the industry. This proactive mindset will not only help businesses stay on top of emerging trends and technologies but also allow them to seize new opportunities and gain a competitive edge.Furthermore, collaboration and knowledge-sharing among industry peers can be immensely beneficial in overcoming these barriers. By establishing partnerships and participating in industry forums or conferences, companies can learn from each other's experiences and collectively work towards innovative solutions to the challenges of utilizing marketing tools on social media platforms. This collaborative approach not only fosters continuous learning and improvement but also helps businesses build a robust network of support and guidance. In summary, the primary challenges of implementing and disseminating marketing tools on social media platforms can be addressed through a combination of comprehensive training programs, clear guidelines and policies, senior management support, and the cultivation of a culture of innovation and adaptability, along with collaboration with industry peers. By adopting a systematic and strategic approach, organizations can effectively navigate the legal and regulatory landscapes, overcome censorship mechanisms, and fully leverage the marketing benefits offered by social media platforms. Reason: Improved vocabulary, clarity, and technical accuracy while maintaining the original meaning.

Discussion and Coclusion: 

Small and medium enterprises (SMEs) play a vital role in driving economic and social growth in societies due to their innovative nature and rapid expansion. Given this importance, it is imperative to establish a robust infrastructure that supports their development, including the implementation of effective advertising and marketing strategies through email and social media platforms. As competition in the small business market intensifies, the pressure from competitors significantly increases, escalating the competitive dynamics within the industry. In light of this, diversifying marketing channels and capitalizing on the hidden opportunities within the industry becomes a crucial strategy for maintaining a competitive edge. By exploring and leveraging these opportunities, SMEs can effectively navigate the competitive landscape, attract a wider customer base, and ultimately achieve long-term success in their respective industries. Therefore, it is essential for SMEs to adapt their marketing strategies to embrace the diverse range of marketing channels available, ensuring they are not solely reliant on a single approach for reaching their target audience. This approach will allow SMEs to tap into the untapped potentials of various platforms, such as social media and email marketing, which have proven to be effective tools for engaging with customers and driving business growth. Hence, by leveraging these marketing channels, SMEs can effectively enhance their brand visibility, attract new customers, and ultimately contribute to the overall economic and social development of societies.

The aim of this study is to propose a model to determine and explain the antecedents and consequences of online customer experience in social media.

This research was conducted using a mixed-methods approach. In the qualitative section, data were collected through semi-structured interviews with 20 experts in the field of digital marketing and analyzed using content analysis and MAXQDA software. In the quantitative section, a questionnaire based on the qualitative model was distributed among 384 social media users who were customers of online stores. The quantitative data were analyzed using SPSS 24 and Smart PLS 3 software.

The results showed that environmental factors, customer retention, product purchase, customer-centricity, and product significantly impacted the online customer experience, while ease-of-use did not have a significant effect. Additionally, the model developed in the qualitative section successfully explained the relationships between the variables and was deemed suitable for practical application in digital businesses.

This study demonstrated that various factors such as environment, customer-centricity, and purchase processes play a crucial role in enhancing the online customer experience. Organizations can improve customer experience by focusing on these factors and refining their digital strategies, which in turn can increase customer satisfaction and loyalty. The findings also highlight the importance of personalized services and engagement with customers in digital platforms.

Sentiment analysis in social media, as an effective tool in strategic decision-making, allows managers to identify users' opinions and reactions to brands, products, and services and develop better strategies for competing and attracting customers. This study examined the use of sentiment analysis in social media to design a strategic decision-making model. In this study, qualitative data was collected from various sources, including interviews with experts and social media content analysis, and content analysis was used to extract main and sub-themes. The results of this study show that sentiment analysis can have significant effects in creating marketing strategies, crisis management, competitor analysis, and improving customer service. Also, the use of artificial intelligence and machine learning algorithms in sentiment analysis improves the accuracy and speed of the decision-making process. This research particularly emphasizes the importance of using social data for strategic decision-making in organizations and brands.

With the increase in the use of social media platforms by customers to buy products and services of brands, the importance of interactions between companies and customers to improve the value of brands has increased. Therefore, brand managers have changed their interactions with customers from transaction-based cooperation to relationship-based cooperation. They have realized that just as customers can co-create brand value during design, production, and marketing, conversely, they can destroy the value of brands if their interests are neglected, and their well-being is compromised. Therefore, it is necessary to prevent this phenomenon by knowing the driving forces in the co-destruction of brand value. The present study aims to identify the most effective factors contributing to the co-destruction of brand value in social media.
 
The current research is applied in terms of its purpose. It employs a mixed-method approach, combining qualitative and quantitative methods to achieve its objectives. This study utilizes a systematic review methodology of scientific literature to examine all facets of the phenomenon under investigation. The results of the search across various databases revealed 43 studies, of which only 26 were deemed most pertinent to the research's objectives. Consequently, these 26 studies were selected for detailed analysis. In the next step, to determine the structural relationships between the obtained categories and to specify the hierarchy of their influence on each other, the Dematel-Interpretive Structural Modeling method was used.
 
The systematic review findings unveiled 113 initial codes representing crucial influential components, which were synthesized into 29 concepts and further condensed into 8 overarching categories. These categories encompassed: conflict in brand value co-creation management, resistance to change, consumer exploitation, brand service shortcomings, inadequate customer relationship management, negative interactions, ineffective resource integration, and brand value co-creation myopia. The application of the Dematel-ISM technique revealed that "poor customer relationship management" emerged as the most influential variable, while "negative interactions" was identified as the most affected variable. Additionally, "conflict in co-creating brand value management" stood out as the most relevant variable among others in the analysis.
 
The findings indicate that the co-destruction of brand value arises from the reciprocal and concurrent negative participation of both customers and companies. In such a way that if during the process of value formation, one of the parties refuses to share resources or abuses them, it increases the possibility of hatred, rejection, and ultimately the destruction of the brand. Therefore, managers should be aware that wrong decisions about explaining brand strategies can have destructive consequences. Also, they should not forget the cooperative role of customers in the co-destruction of brand value. They need to have a fitting response to address the unreasonable expectations and selfish behaviors of some customers in using brand services. Therefore, this study has been able to inform companies about the occurrence of this destructive phenomenon by identifying the most important effective factors in co-destruction of brand value.

Throughout human existence on the planet, people have admired heroes for their indescribable abilities and achievement of lofty goals. In the modern world, this role has been assigned to celebrities and this role is used for various marketing activities. The central feature of becoming famous is the experience of this conflicting feeling between presenting a public image and the desire for people's private life, and this view has an impact and impressions on marketing processes. The purpose of this study is to analyze the behavioral paradox from the phenomenological point of view of Sartre and Merleau-Ponty, that on the one hand, people tend to have a public personality in a wide range, and on the other hand, close communication challenges the personal and individual interactions of celebrities. To achieve this goal, the interpretive phenomenology method has been used and the sample size based on theoretical sampling, 11 people from social media celebrities who have public reputation were selected and the data collection process using semi-structured interview method. done. At the end of this research, we suggest three ways that a name may respond to conflicts in one of these three ways: (1) eradicating the gap between the public self and the private self, (2) dividing or sharing. Putting the private self and the public self, (3) accepting the tension caused by sharing the private self. It is suggested that only this third approach successfully mitigates the negative effects of alienation felt by many celebrities.

Due to the growth and spread of the Internet, the creation of Internet-based social media, and the commercialization capabilities of social media for businesses and brands, these social media are considered as a meeting point for customers and businesses. Meanwhile, the owners of brands and businesses prefer to use social media influencers so that the message of their products can reach the customers as quickly and effectively as possible. Social media influencers, depending on their characteristics, are usually active in a specific field, attract many users to their accounts and deliver product messages to customers using their unique and necessary characteristics. Therefore, this research seeks to determine the impact of social media influencers as a source of messages on the attitudes and purchase intentions of customers with the mediating role of self-brand connection.

The current research is an applied and descriptive survey. The statistical population is the Iranian cosmetics consumers who have followed at least one influential person in the field of cosmetics on their Instagram accounts. The research data were collected using a questionnaire. The respondents who took the research questionnaire were 402 people. The validity of the questionnaire was determined by measuring the content validity or CVR and the content validity index or CVI. The reliability of the questionnaire was also evaluated through Cronbach's alpha method. At the end, the collected data were analyzed using the SPSS and Smart Pls software programs.

The demographic investigation in this research was based on four questions about gender, age, marital status, and the amount of money the respondents spent on buying cosmetics per month. More than half of the research population was males, most of them were single, and they were from 20 to 30 years of age. Also, the highest amount spent on cosmetics by the respondents was 200 thousand Tomans per month. The testing of the hypotheses showed the influence of influencer characteristics (attractiveness, expertise, originality, homophily, interaction, trust, and perceived credibility) in social media on the attitudes (image satisfaction and advertising trust) and purchase intention of customers. In the end, we found that the attractiveness (beauty, stylishness, and being fashionable and sexual attractiveness) of the influencer does not affect image satisfaction (the audience's happiness from receiving, collecting, and viewing information about influencers and also interacting with them) and advertising trust. (based on the influencers' information and customers' trust in them) has effects. Expertise (experience, sufficient knowledge, and product recommendation skills of influencers) as another characteristic of an influencer affects image satisfaction but does not affect advertising trust. Originality (being original and creative of the influential person) does not affect image satisfaction and advertising trust. Homophily (having commonalities and similar values with an influential person) affects image satisfaction and does not affect advertising trust. Interaction (easy and quick communication with an influential person) does not affect image satisfaction and advertising trust. Trust (reliability and honesty) does not affect image satisfaction but affects advertising trust. Perceived credibility (that the influential person is reliable and can convince) affects image satisfaction and advertising trust. Also, customers' attitudes mean image satisfaction and advertising trust have effects on the self-brand connection (establishing a close relationship by customers with the brand included in the content sent by the influential person) and customers' purchase intention, and self-brand connection has an effect on purchase intention. Finally, the mediating role of self-brand connection between attitudinal effects and purchase intention was confirmed.

Influencers must always manage their image because the characteristics of their source affect consumer satisfaction and trust. In the contents that they publish, influencers should pay attention to the attractiveness of the image, the professionalism of the show, the needs of consumers, and the salience of possible similarities with consumers. This research confirmed that consumers' satisfaction with influencers and advertising trust can increase marketing efficiency. Influencers should consider the balance between personal content related to image building and marketing content related to promoting the brand. Too much advertising leads to a decrease in consumers' understanding of the influencer's image, which may lead to consumer loss. For brand managers, this study confirmed the role of influencers in brand marketing. Followers' trust in the influencer's brand content plays an important role in brand relationships and purchase intention. Therefore, brand managers can also consider increasing investment in influencer marketing. Specifically, brands can select influencers by assessing consumers' perceptions of the influencers' attractiveness, expertise, originality, homophily, interaction, trust, and perceived credibility This study also emphasized the importance of self-brand connection by consumers during the marketing process. In collaborating with influencers, brands should choose influencers that match the brand concept and require them to use realistic display methods and scenarios to highlight products or services. The research helps consumers to make better purchases in line with the correct understanding of advertising in social networks and knowing the characteristics of advertisers and their characteristics. This research serves as a reference on influencer management for social media platforms. According to the seven main characteristics of the source of influencers, social media companies can improve the quality of influencers on their platforms and lead and limit the behavior of influencers. As a result, the tendency of social media users to the operating system increases and companies can invest in potential influencers with a perspective to achieve sustainable influencer marketing development.

In Most Developing and Developed Countries, Social Media have Covered Almost all Aspects of People's Lives. Paying Attention to Social Media Provides the Basis for Customer Orientation to Online Stores and their Loyalty. This Study Aims to Investigate the Impact of Social Media on the Loyal Behavior of Customers to Commercial Websites, Considering the Mediating Role of Customer Commitment for Online Purchases from Online Stores. This Research is Practical in Nature and Descriptive Correlational in Terms of Data Collection Method. The Statistical Population Includes Customers of Online Stores in Shiraz.To Determine the Members of the Sample, Due to the Large Size of the Community and the Fact that There Was no List of Customers, the Accessible Sampling Method was Chosen. Using This Sampling, 384 Questionnaires Were Collected With a Reliability of 0.92. And a Standard Questionnaire has been Used to Measure the Variables. The Results Showed That Social Media has a Positive and Significant Effect on the Loyal Behavior of Customers to Online Sales Websites Due to the Mediating Role of Customer Commitment. Also, the Regression Coefficient for the Relationship Between Social Media on Customer Commitment Was 0.85 and The Value of the Regression Coefficient for the Effect of Customer Commitment on Loyal Behavior was 0.83.

This study aimed to investigate the effect of brand interaction through social media on brand loyalty through brand equity. The research is a descriptive research of the correlational type in terms of practical purpose and based on the method. The statistical population of this research includes the customers of three Iranian brands, My, Cinere and Callista. The size of the population is considered unlimited and the G-POWER tool was used to determine the sample size and the statistical sample size was calculated to be 199 people. A simple random sampling method was chosen for data collection and the data collection required in this research was done using a localized standard questionnaire. In order to confirm content validity, CVI and CVR and expert panel were used. In order to determine the reliability of the questionnaire, Cronbach's alpha coefficient, combined reliability and homogeneous reliability were used. Because the data do not follow normal modeling; Therefore, structural equation model and partial least squares method and PLS software were used for hypothesis testing and path analysis. The results of this study showed that customer interaction with the brand through social media can have a positive effect on brand loyalty. Also, brand equity was a positive mediating factor in the relationship between brand interaction and brand loyalty. Among the three cognitive, emotional and behavioral paths, the behavioral path with a path coefficient of 0.630 is the best path in influencing customer interaction with the brand on brand loyalty.

Social media plays an important role in transferring information and accepting mobile banking in banking systems. Social media, as a source of information, advertising and interaction, can have a significant impact on IDA variables, which represent different stages of purchasing behavior.This research aims to examine the impact of social media parameters on customers' cognitive stages through the TAM model among mobile banking users. This research applied that done by survey method. The statistical population of this study is mobile banking users in Tehran, of which 384 people were selected using simple random sampling. The technique used in this research is structural equation modeling. The data collection tool in this study is a questionnaire and the information analysis tool is Smart PLS statistical software. The findings showed that the transcendence component has an effect on five dimensions of consumers' cognitive stages and problem-solving also affects all dimensions of cognitive stages except attention. Moreover, the parameters used also affect evaluation, interest and action, but do not have a significant relationship with tendency and attention components. Information reasoning quality affects attention and tendency but not interest, action or evaluation. results show that social media can be used as an effective tool to promote mobile banking services. Therefore banks can increase awareness of mobile banking features and benefits through social networks and encourage their use by designing social media strategies.

Today, social media has taken over all aspects of people's lives and has enabled extensive communication. For these reasons, businesses have tended to engage in marketing activities on social media to facilitate their relationship with customers. One of the main goals that businesses pursue by doing these marketing activities is to achieve special value in the minds of customers. In the same direction, the purpose of this study is to investigate the direct impact of social media marketing activities on brand equity and the indirect impact through brand trust and customer brand engagement. The research method is practical and descriptive-survey with correlation approach. the data were collected by questionnaires that completed by 304 Iranian Instagram users who follow at least one page of a clothing brand on Instagram. descriptive statistical methods by SPSS25 software and partial least squares structural equation modeling by SmartPLS3 software have been used to analyze the data. Finally, according to the results of the analysis, the positive and significant impact of social media marketing activities on brand equity, on brand trust and on customer brand engagement and also the positive and significant impact of brand trust on customer brand engagement and both on brand equity have been confirmed. brand trust and customer brand engagement have been proven as partial mediators in the relationship between social media marketing activities and brand equity.

Today, social media marketing as one of the marketing channels has grown a lot and offers unique potential to create a strong brand. Social media marketing can be used as part of a broader marketing strategy, an established channel for marketing and communications, or as a series of small promotional events focused solely on enhancing a brand's digital presence. In the social media environment, brand experiences are mainly created through the Internet, which enables multisensory communication between consumers and brands. In particular, brands are using rich social media in their business, which is important to promote interactions and ultimately, the brand experience. Branding is a communication model and communication itself is always two-way, which means that brand identity and brand image and mentality are all of great importance. Therefore, the purpose of the current research is to design a social media branding model for food manufacturing companies in Iran.

This research is a type of qualitative research that was conducted using the approach based on the Grounded Theory. In Glaser's emergent approach, interview and textual data are coded. Data coding has two stages and three steps: basic or true coding (open and selective coding) and theoretical coding. After the interview, the open coding process begins. The output of the open coding stage is basic codes. Open coding is done by coding line by line, phrase by phrase or paragraph by paragraph of the data.The statistical population included academic experts and industrial experts. University experts, including members of the academic staff with a doctorate in business and marketing management, and industrial experts, including vice presidents and managers of marketing and sales of manufacturing companies with at least 10 years of work experience, were selected using a targeted sampling approach, with a total of 15 people as participants. Participants were selected for the research. The data was collected through semi-structured interviews. In order to obtain the reliability and validity of the data, the method of reviewing and checking the opinions of the participants was used. In this research, the coding method was used to analyze the data in the qualitative part.

The result of this research was to present a social media branding model for Iranian manufacturing companies with 9 main categories (criteria), and 26 indicators. Information technology criterion, brand criterion, marketing criterion, communication criterion, advertising criterion, product criterion, customer criterion, sales criterion and internal organizational criterion are nine criteria identified for the branding model based on social media of food manufacturing companies. One of the ways to measure the validity of foundation data research is to review the two criteria of appropriateness and applicability of the results and also to comment on the empirical roots of the research. To evaluate the validity of the model, at the time of data collection and in each order of coding, theory matching was done and in each order, with access to more subjective words, the emerging indicators were matched with the data. Finally, with the research model out, the model was provided to 5 interviewees (one-third of the total number of interviewees) and they were surveyed regarding the matching of the model with their conversations. Also, the interviewees were surveyed about the appropriateness and applicability of the model, and the following changes were made:
Appropriateness: Negotiations and consensus were conducted with all five interviewees regarding the extent of matching the model with the real environment of the industry, and in the end, the names of a number of indicators were changed.
Applicability: By successively comparing the data with the backgrounds and theoretical bases of the research and surveying the interviewees in the framework of the questions in each order of the interviews, the angle of applicability was also met.

In today's highly competitive markets, company managers are looking for new ways to inform people about their products and improve their brand. On the other hand, a large number of marketing managers insist on ways to reduce costs and save their marketing costs with the aim of increasing competitiveness and competitive advantage. The phenomenon of the revolution of communications and the Internet has created fundamental changes in the nature and structure of power in various societies. Today, marketers have a broad view of social media and use it as a new tool to maintain beneficial communication with customers. The marketing process based on social media increases interaction, communication and sense of attachment between customers and companies. One of these new methods of branding based on social media is modeled in this research.