social media

the purpose of this research is to investigate the effect of using social media and online advertising with the mediation of perceived value on the possibility of implementing social bundling in the sales network of insurance companies.

The current research is a descriptive survey research of the correlation type, in terms of its method, and in terms of its purpose, it is an applied research by examining the defined hypotheses. Spss version 27 and Smart Pls version 3 software were used for data analysis. The statistical population of this research is managers and experts of Tavoon and Dana insurance companies. The statistical sample is determined based on Cochran's formula of 130 people,

The research findings indicate that social media and online advertising have a positive effect on social bundling. It was also found that social media and online advertising with the mediating role of perceived value have a positive and significant effect on the possibility of implementing social bundling.

This research showed that social media and online advertising have a significant impact on the implementation of social bundling. Also, according to the evolutionary trend in marketing methods, the use of product bundling and formulation of a suitable strategy by companies is a very important and vital issue. In addition to this, choosing the social bundling strategy of insurance products depends on the accuracy, price, final cost and combination of products, as well as social media and how to promote bundling products in that media.

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.

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.

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.

The domain of opportunity is the heart of the field of entrepreneurship, and recognizing opportunities is one of the primary vital steps to enter the business space. Understanding the role of different levels of social media, as a technological empowerment tool, based on the honeycomb model, is of particular importance in recognizing entrepreneurial opportunities. Social capital further enhances this importance by improving people's ability to recognize opportunities. Therefore, the purpose of this research is to fill the gap related to the role of social media in the recognition of entrepreneurial opportunities through the mediation of social capital. This research is applied in terms of purpose and descriptive-correlational in terms of method. The data of this research was collected from a sample of 295 female students of management and business majors of the state universities in Qom province, who were selected using the stratified random sampling method. The data was analyzed using structural equation modeling with PLS software. The findings of the research indicated that the levels of Instagram social media based on the honeycomb model (identity, conversation, sharing, presence, reputation, relationships, and groups) have a positive and significant effect on the recognition of entrepreneurial opportunities. In addition, the mentioned levels through the mediating variable of social capital indirectly have a positive and significant effect on the recognition of entrepreneurial opportunities. In addition, the findings revealed that the blocks of reputation and groups have the greatest impact on recognizing entrepreneurial opportunities, while the blocks of dialogue and reputation have the greatest impact on social capital.

In today's world, social media is recognized as a key tool in shaping individuals' social and economic behaviors. 1 These platforms not only improve social communication but also act as a catalyst for fostering entrepreneurial motivations among young people, especially female students. The aim of this research was to investigate the factors affecting social media-based entrepreneurial intentions among female university students. This research was applied in terms of purpose and descriptive-causal in terms of data collection. The statistical population included all female students enrolled in public universities in Fars province, Iran. Stratified random sampling was used, resulting in 386 participants. The data collection tool was a questionnaire, whose validity and reliability were evaluated and confirmed. Descriptive and inferential statistics were used to analyze the data, employing SPSS26 and Smart PLS4 software. The findings showed that perceived enjoyment, social influence, and social benefits positively affect perceived usefulness. Technological knowledge positively affects perceived ease of use, and in turn, perceived ease of use positively affects perceived usefulness and attitude towards social media. Additionally, perceived usefulness positively affects attitude towards social media, and attitude towards social media positively affects social media-based entrepreneurship. Finally, filtering has a negative impact on social media-based entrepreneurship. The results of this study provide valuable insights for policymakers and planners in the field of study.

This study investigates the role of storytelling on social media in enhancing sales within the cultural tourism industry. It aims to illustrate how storytelling can serve as a strategic tool to boost competitiveness and revenue, while also analyzing successful campaigns and identifying key storytelling elements. Additionally, the research offers insights for marketers to design and implement impactful campaigns.A qualitative approach with thematic analysis was employed to uncover the intricate relationship between storytelling and sales performance. Data were gathered through semi-structured interviews with 12 stakeholders, including social media managers, marketing managers, and sales supervisors from tourism organizations and agencies. These interviews explored participants' views on storytelling's impact on audience engagement, sales growth, and associated challenges.Purposeful sampling targeted those actively utilizing storytelling on social media, focusing on cultural tourism, and demonstrating measurable success in engagement or sales. MAX-QDA software was used to analyze the data through open coding, axial coding, and theme extraction. The analysis identified six main themes: emotional trust, feedback and engagement, technology and personalization, content production challenges, the power of storytelling in sales, and strategic storytelling.The findings reveal that storytelling significantly enhances audience engagement and sales growth, with message personalization and continuous feedback as critical success factors. However, challenges like creating culturally relevant content and maintaining consistency were highlighted as key barriers. The study concludes that storytelling on social media is a powerful tool for improving engagement and revenue in cultural tourism. The identified themes provide marketers with a strategic framework to develop and execute effective storytelling programs.

Considering that the Internet and the advancement of technology have created very advanced infrastructures for the interaction between organizations and customers, and both value creation and value destruction are two inseparable components of the relationship between the customer and the organization and the interactive process between the two. Two general issues have been examined and researched in this research, firstly, there is no integrated and comprehensive point of view regarding co-destruction and synergy of value, and secondly, the definition of co-destruction of customer value, which is defined as inefficiency of co-creation, should be changed. Redefine this term. In this research, by examining 157 articles using a meta-combination method based on the Hoon model, the results were obtained that the co-destruction of customer value precedes the co-creation of customer value, and in order for organizations to create co-creation of customer value, first of all, there is a need for its inhibiting factors, i.e. Identify the factors that cause the co-destruction of customer value and take steps to improve the value perceived by the customer by using appropriate strategies to control these factors so that ultimately the co-creation of customer value is created. In this regard, it is possible to redefine both creation and destruction of customer value, and appropriate measures to reduce the wastage of financial, time and credit resources can be put on the agenda.

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.

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

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.

The purpose of this research is to investigate the communication model of customer participation and competitive business with social media based on brand in manufacturing and trading companies of Ahvaz city. In terms of purpose, the current research is applicable, and of the survey research type. The statistical population of the research includes the customers of the food manufacturing and trading companies in the industrial towns of Ahvaz city. Due to the unlimited population, the statistical sample was considered to be 384 people using Cochran's formula, and finally 312 questionnaires were analyzed. Sampling in this research is available randomly. The collection tool in this research is a questionnaire. Data analysis was done using SPSS and PLS software. The findings showed that the identified factors had a significant effect, and the overall index of fit (GOF) was obtained as 0.661, which is a strong index and shows the overall high quality of the model.

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.

Digital marketing as a key tool in today's world, especially in the era of information and communication technology, is rapidly growing and developing. This type of marketing allows companies to communicate more effectively with their audiences, consequently increasing conversion rates. Additionally, digital marketing enables businesses to access new markets at a lower cost compared to traditional methods. Various tools such as SEO, content marketing and digital advertising help brands stand out in a competitive space. Furthermore, the use of analytics data in digital marketing assists companies in better understanding customer behavior and optimizing their strategies. Considering the ongoing trends globally, digital marketing is continually evolving and companies must stay updated to leverage these changes. For this reason, investing in digital marketing has become a strategic necessity for business success. Ultimately, the ability to measure and analyze results accurately is one of the distinguishing features of digital marketing allowing brands to make more informed decisions. Additionally, digital marketing serves as an innovative framework, playing a significant role in the transformation and development of businesses. In today's fast-changing technological landscape, brands must adhere to digital marketing strategies to maintain competitiveness and meet customer needs. In this regard, distinguishing digital marketing from traditional methods and creating innovative approaches enables businesses to get closer to their target audiences. Digital platforms, such as social networks allow brands to interact directly and instantly with their customers. These interactions help increase customer loyalty and brand awareness making customers feel more valued. Digital marketing enables businesses to quickly adapt to market trends and changes; for example, the emergence of new technologies such as artificial intelligence and machine learning can enhance customer experiences and personalize services.

The present research is applied in terms of purpose, quantitative in research method, and classified as descriptive-correlational based on the method of data collection. The statistical population of this study includes managers and academic experts with experience and expertise in the fields of digital banking, commercial banking, and digital marketing excellence. Data were collected through a 16-item questionnaire using a 5-point Likert scale, resulting in the receipt and analysis of 167 completed questionnaires. This research examined the relationships between variables using the Smart PLS 3 software and the structural equation modeling method.

One of the fundamental factors for success in digital marketing is paying attention to the needs and preferences of customers. Banks need to analyze data and customer behavior to communicate effectively with them and provide relevant content. Utilizing modern technologies such as artificial intelligence, machine learning and data analytics can help banks gain a better understanding of customer needs and optimize their marketing strategies. A key feature of digital marketing is the ability to engage in direct and immediate interactions with customers. Banks should take advantage of this opportunity and engage in conversation with customers through social media and interactive websites. One of the advantages of digital platforms is the ability to evaluate and analyze results accurately. Additionally, banks should continuously monitor the performance of their campaigns and adjust their strategies based on the data obtained and market changes. Ultimately, excellence in digital marketing requires a multifaceted approach that includes paying attention to customer needs leveraging modern technologies, creating valuable content and establishing effective interactions with customers. Banks must continuously strive to adapt to changes in the market and consumer behavior and capitalize on digital opportunities to create a positive experience for customers. These efforts not only help improve brand recognition but can also lead to increased sales and customer loyalty.

Excellence in digital marketing presents a golden opportunity for banks to achieve success in a competitive and ever-changing environment. By thoroughly understanding its various elements and implementing effective strategies businesses can enhance their competitive advantage. Furthermore, achieving excellence in digital marketing indicates that financial institutions must seriously focus on implementing innovative digital strategies. Given the increasing competition and high customer expectations utilizing digital tools can significantly improve customer experience and increase their loyalty. Offering suitable online services personalizing customer experiences and leveraging data analytics to better understand customer needs are among the key elements in this regard. Additionally, banks should focus on expanding their interactions with customers through social media and educational content. By establishing effective communication and building trust banks can strengthen their position in the market. Ultimately, success in digital marketing depends on adapting to rapid market changes and emerging technologies which can lead to reduced costs and increased customer satisfaction. Engaging customers through informative content and responsive communication channels not only enhances customer relationships but also fosters loyalty and improves overall service quality.

The construction industry is one of the most important industries in any country. Many industries are dependent on the construction industry, On the other hand, during the last few years, social media has grown significantly. In particular, a large number of pages on the Instagram social media have been used to introduce construction projects. Therefore, the purpose of this research is to investigate the factors affecting the purchase intention of users who see advertisements of residential units on Instagram social media pages. The population of this research is formed by the citizens of Mashhad city in the middle and upper middle areas. The model of this research was examined with 396 valid responses. The data was collected through a questionnaire, its validity was confirmed by means of content and form. Cronbach's alpha coefficient was used to determine the reliability of the questionnaire, and based on this, coefficient of all questionnaire variables was above 0.7, which indicates the high reliability of the questionnaire. Analysis of research data was done using SPSS18 and AMOS software and structural equation modeling method. The results showed that the quality of perceived information and electronic word-of-mouth advertising on Instagram social media have a positive and significant effect on the intention to purchase residential units; And the perceived risk has a negative and significant effect on the intention to purchase residential units advertised on Instagram pages. Also, electronic word-of-mouth advertising mediates the relationship between perceived information quality and perceived risk with the intention to purchase residential units.