word of mouth advertising

The purpose of this research is to present a model based on media and social networks in the management of intelligent electricity consumption. According to its purpose, the research method is practical, quantitative in terms of implementation, exploratory in nature, and cross-sectional in terms of time. The statistical population of the research includes 179 of all the people who were connected with the electricity company and its activities during the last week and in social networks, who were selected by random sampling. A standard questionnaire was used to collect data. The face and content validity of the questionnaire was confirmed through confirmatory factor analysis, data analysis was done using SPSS and Lisrel software. The results of this research indicate the existence of six variables; which has two parts: antecedents (social networks) and consequences (word of mouth advertising, brand loyalty, intelligence and social knowledge) in the field of smart consumption management. Also, the GOF index was obtained as 0.88, which shows the strong fit of the model.

 In order to provide effective financial and banking services, the use of information technology and the use of the Internet is inevitable, and the provision of banking services through electronic channels has increased competition in the banking industry. The purpose of this research is to investigate the customer's experience of receiving electronic services on electronic customer loyalty with the mediating role of brand trust and word-of-mouth advertising. This research is descriptive-survey in terms of practical purpose and data collection method. Its statistical population includes all the customers of Bank Mellat in Tehran, from which 379 people were selected by non-probability sampling. The data of this research was collected through a questionnaire (Yasin et al., 2020; Lee et al., 2020; Javed et al., 2019; Augusto and Torres, 2018). The validity and reliability of the questionnaire was confirmed through Cronbach's alpha. SPSS and Lisrel software were used in data analysis. The findings showed that customer experience has a positive and significant effect on brand trust and electronic word-of-mouth advertising. Customer experience, brand trust and electronic word-of-mouth advertising have a positive and significant effect on electronic loyalty. The results showed that customer experience indirectly has a positive and significant effect on electronic loyalty through brand trust and electronic word-of-mouth advertising.

The present research is trying to investigate the effect of service quality on repeat visits, repurchase intention and word of mouth advertising with regard to the mediating role of customer trust and satisfaction in the online purchase of health and cosmetic products so that businesses can provide effective solutions and corrective measures. And proactively, they can increase the amount of revisits, repurchase intentions, and word of mouth from online shopping for cosmetics; The aim of the current research was to investigate the effect of service quality on repeat visits, repurchase intention and word of mouth advertising regarding the mediating role of customer trust and satisfaction in the online purchase of health and cosmetic products (case study: Mahland Cosmetics website). The current research method is a descriptive survey method, and in terms of its purpose, it is considered part of applied research; the instrument of the current research is a questionnaire, the validity of which has been confirmed by the supervisor and marketing experts of Mahland Cosmetics Company, and its reliability for each variable is more than 0.7. The statistical population of this research includes all the customers of Mahland online shopping for cosmetics and health products who have experienced buying cosmetics and health products online. Karjesi-Morgan, there are 384 persons, 420 questionnaires were distributed by available sampling method and 384 complete questionnaires were collected; The analysis of research hypotheses has been done according to structural equation modeling analysis and the use of Lisrel software version 8.80, and the results show the effect of service quality on customer satisfaction and customer trust, confirming the effect of customer satisfaction on repurchase intention, confirming the effect of satisfaction Customers have had a repeat visit and finally confirmed the effect of customer trust on repurchase intention, word of mouth advertising and repeat visit to the Mahland cosmetics site, while customer satisfaction has not affected the word of mouth advertising of the Mahland cosmetics site.

The purpose of this research is to identify the key factors of success in e-commerce during widespread crises (the case study of digikala online sales company). The current research is applicable in terms of purpose, and descriptive-correlative in terms of the nature and method of data collection, and is specifically based on structural equation modeling. The statistical population of the current research is all the customers of digikala online sales company in Tehran who have made at least 2 online purchases from 2019 to the time of the research, and according to Morgan's table, 384 people were selected as a sample, and the sampling method is simple random. The collection tool in the current research was Sharma and Agarwal (2019) questionnaire which was distributed electronically among the sample, and data analysis was done by structural equation modeling in SmartPLS 3 software. The research findings showed that the quality of website services and customer support system according to the standard factor loading coefficients of 0.771 and 0.673, respectively, are more important than the personalization components and electronic word-of-mouth advertising with the standard factor loading coefficients of 0.608 and 0.517. The findings of the research showed that besides paying attention to hardware and software factors related to information technology in e-commerce, paying attention to human factors can increase the efficiency of e-commerce even more.

The purpose of this study is to investigate the effect of creating individual and collective psychological ownership of the brand for customers on the goals of buying from the brand and word-of-mouth advertising through partnership goals with a modifying role of members' activities in Mahan Airlines as a case study.

This research is applied and descriptive-survey in terms of purpose and method, respectively. The sampling method of this study was available and its number was 384 people. The assessment tool in this study was a researcher-made questionnaire. Statistical analyzes were performed using structural equation methods and SPSS and Smart-PLS2 software programs. To determine the causal relationship between the variables using the structural equation model method and significance levels in order to test the hypotheses, P-value less than 0.05 was considered.

The results showed that self-efficacy, responsibility, belonging, personal identity and collective psychological ownership have a positive and significant effect on members' participation goals. Also, the goals of the partnership have a positive and significant effect on the purpose and intention of buying the brand and word-of-mouth advertising.Originality/Value: The results showed that self-efficacy, responsibility, belonging, personal identity and collective psychological ownership have a positive and significant effect on the goals of participation and by modifying the type of activity of members.

Significant changes have occurred in customers’ behaviors with the rise of competition in the working environment of nowadays’ banking industry. The purpose of this research is to determine the roles of customer satisfaction, loyalty, and word of mouth advertising in communication satisfaction of Parsian Bank customers. This research is practical in purpose and descriptive-correlative in method. Thus, after studying theoretical foundations of the research, different aspects of the variables were identified and by seeking the assessments of the experts, the research questionnaire was distributed and then collected. The sample volume was 384 people based on Cochran formula which was conducted through a random sampling in the available community. Also, for data analysis, structural equation technique and regression were utilized. The results confirm all research hypotheses and indicate that service quality leaves a significant positive impact on customer satisfaction, and also customer satisfaction variable has a significant positive impact on customer loyalty; service quality leaves a significant positive influence on word of mouth advertising, and besides, customer loyalty has a positive significant effect on word of mouth advertising, and word of mouth advertising by the customers of Parsian Bank leaves a significant positive effect on customers communication satisfaction.

Tourists need information about the destination in order to choose tourism destinations. They are constantly gathering information from the mass media, including television, satellite, the Internet, and so on. Although these resources provide valuable information to the tourist, tourists prefer to receive a significant portion of the information that they need from the advice and word-of-mouth of friends, relatives and acquaintances. In tourism marketing analysis, word-of-mouth advice leads to reduce marketing costs to attract visitors. Also, the destination advice to others is a sign of a person's positive experience and satisfaction of the tourism destination. In a competitive tourism market, utilization of powerful advertising tools to influence the attitude and behavior of tourists to choose tourism destinations is one of the most important challenges in marketing. Due to the intense and growing interest of people, sports tourism is one of the leading and important sectors of the tourism industry and sporting events are as one of the key tools in attracting tourists and destinations marketing. Word-of-mouth advertising of sports tourists present at the event is one of the best advertising tools in a competitive market. Therefore, according to the importance of sporting events on attracting tourists and its impact on the destination word-of-mouth advertising, the present study has been codified with the aim of investigating the factors affecting the word-of-mouth advertising of sports tourists in Gonbade Kavous tourism destination.

The study, is applied research based on the purpose and is descriptive-correlational one in terms of collecting data method. Also, in point of the collected data, it is a quantitative (questionnaire) type that has been implemented in the field. The statistical population of the research was all professors, senior managers, tour leaders, coaches, referees, members of the media and tourists at Gonbade Kavous sports tourism destinations, especially the traditional equestrian sporting event in the spring of 1398, which 374 people as a statistical sample were selected by simple random technique. Data were collected through a questionnaire. The validity and reliability of the questionnaire were assessed and confirmed by 6 experts and also by using of Cronbach’s alpha correlation coefficient and combined reliability, respectively. Data analysis was performed by using of structural equation method via SMART PLS V2.0 M3 software.

In view of the fact that the factor loading of the observed variables on the related structures are between 0/667 and 0/988, and all of them are significant at the 1% error level. The results indicate that service quality structures, perceived value and relationship marketing, as well as the image of equestrian sporting event, have a positive and significant effect on tourists' satisfaction of the tourism destination (P <0/05), perceived value structures, marketing relationship and image of equestrian sporting events have a positive and significant effect on building trust in tourism destination (P <0/05), the quality of services provided in the event does not have a significant effect on trust in tourism at the 5% error level (P> 0/05), tourist satisfaction, trust and loyalty structures have a positive and significant effect on word-of-mouth  advertising of tourists (P <0/05), as well as satisfaction quality and tourists’ trust of the event have a positive and significant effect on the loyalty of tourists to destination (P <0/05). The main criterion in the structural model evaluation is the coefficient of determination(R2), that refers to the amount of variance explained by extrinsic structures. The results show that extrinsic structures (service quality, relationship marketing, perceived value and event image) explain 32/1% of structural changes of tourist satisfaction of the event; 2/21% of the tourists' trust structure changes to the event are also explicated by the perceived value, relationship marketing and event image structures; the tourist’s satisfaction and trust to the event, accompanied by the loyalty structure, demonstrate 24.7% of the changes of the tourism destination word-of-mouth advertising structure; and 9% of the loyalty structure changes are also explained by the tourists ‘trust and satisfaction structures. Also, the values of the Acetone-Gisser (Q2) coefficient for the satisfaction, trust, loyalty structures and word-of-mouth advertising are greater than zero, which indicates the appropriate ability of the structural model in forecasting.

The results of the research indicate that the word-of-mouth advertising of tourists is directly affected by loyalty, satisfaction and trust and also it is indirectly influenced by the quality of services, relationship marketing, perceived value and mental image, respectively. Based on the study’s results, it can be concluded that with increasing of tourist’s trust, satisfaction and loyalty, the word-of-mouth recommendation of the destination will be enhanced by tourists. If tourists trust to a destination due to the experience of service quality and the formation of a positive mental image during the sporting event, they will get satisfaction from the tourism destination and so become loyal to the destination and finally, offer it to others. The important conclusion of the research is that the experience of the tourists in the traditional equestrian sporting event of Gonbade Kavous and gaining pleasure and excitement from equestrian competitions causes satisfaction, loyalty and word-of-mouth advertising during and after the trip. Therefore, in order to create tourist’s loyalty and their word-of-mouth advertising, it is recommended that managers and officials of tourism destination management must have continuous communication and evaluation of the services quality, value and perceived mental image of tourists of the event and destination in order to improve the tourist’s satisfaction, trust and loyalty to develop the word-of-mouth advertising of the destination with sufficient awareness and knowledge of weaknesses and strengths.

In today's competitive world, organizations need their customers' satisfaction and loyalty to survive, with their demands fulfilled. Increasing social and environmental awareness has led consumers to take advantage of goods or services that, in their view, have sustained issues from companies that produce those goods and services, and have a sustainable performance. Companies also need to operate in the sustainable supply chain in order to achieve sustainable performance. On the other hand, given the nature of the activity of active companies in the field of fertilizer and agricultural poisoning, this issue is of great importance to them. Therefore, the purpose of this study is to investigate the effect of sustainable supply chain management on the sustainability performance of active companies in the field of fertilizer and agricultural toxicology, and finally, the satisfaction of loyalty and oral advertising to their customers' mouths. In order to collect the data, a questionnaire was distributed among the managers and customers of the companies producing and distributing fertilizer and poison distributed in order to test the hypothesis. Structural equation modeling and SMART-PLS software are used. The results of the hypotheses test indicate confirmation of the effect of sustainable supply chain on the firm's sustainability dimensions. Also, two dimensions of three dimensional dimensions of sustainability, namely environmental and social dimension, affect customer satisfaction and through satisfaction of loyalty and word of mouth advertisements to customers Affect. But the economic dimension has no effect on satisfaction and this hypothesis has been rejected. The results of this study provide a clear understanding of the relationship between sustainability with the firm's sustainability and customer behavior.

The growing demand for computer games, especially mobile games, has encouraged many developers to produce and release a variety of these games. Game developers have attractive ideas for producing a mobile game, and often technically it can be produced in the country, but the main problem is the product delivery and marketing. This paper examines the impact of key decision-making parameters on mobile gaming marketing, such as the investment, quality of word of mouth advertising, satisfaction, loyalty and user preferences, on game installation and profitability. Modeling and simulation were performed using the system dynamics method and the results of sensitivity analysis indicated that the profit and active installation of mobile game is highly sensitive to the initial capital, the view price, the in-app payments and the rate of customer acquisition, and the game’s ad-absorbing rate. It was less sensitive to legal reserve rates and consumer preferences. Also, word of mouth advertising increased the profitability of the game by increasing the game’s installation rate, and the quality by reducing the uninstallation rate. Another interesting result from the modeling was that game developers would not gain more profit if they entered the preferred genre, as other competitors entered the field and the market share was shared among market developers.

Hotels are considered to be an integral part of energy and water consumers in the tourism industry today, as they consume an appropriate amount of energy and resources (water, electricity and many more disposable products) that have become an important source for the environment. There have been growing public concerns about environmental issues recently, and consumers have more environmental information and knowledge compared to past decades. Many customers favor green consumption and consider it an effective way to protect the environment. As a result, many hotels took steps in adopting green practices and developing environmental programs to make their hotels greener in order to attract customers and achieve a niche in the competitive market .Therefore, the main purpose of this study is to use the stimulus-evaluation-response (SOR) framework to examine the relationship between green image and environmental value with willingness to market mouth to mouth and to test the mediating effects of green trust and willingness to pay. Application of SOR's framework in current research can lead to better understanding of the relationship between brand image, environmental value and intention to mouth advertising.

This study is based on objective, applied and based on how to obtain the required data, is a descriptive and survey research. The population of this study is young customers of international hotel of independence in Tehran, which are infinite. The sampling method was used to obtain the sample size. As a result of specifying the sample size, the researcher collected data from 435 customers of which 412 questionnaires were collected and 391 questionnaires were used after screening. The required data were collected through standard questionnaire. Pearson correlation coefficient was used to test the correlation between the research variables and Structural modeling technique was used to test the hypotheses using the LISREL software.

The results show that the value of green trust, green image, and willingness to pay and tendency to mouth to mouth advertising has a significant effect. Also, the green image has a significant effect on green trust, willingness to pay and tendency to mouth of mouth advertising. The willingness to pay has a significant effect on the willingness of mouth of mouth advertising. Green trust has a significant effect on willingness to pay and willingness to mouth of mouth advertising.

Employee knowledge about environmental issues is an important and effective factor on customer green trust. In fact, the hoteliers have to implement special programs to enrich their employees ' environmental knowledge. In addition, the experience of guests in green hotels is also important to raise the level of green confidence in consumers. On this basis, the hotel owners had to provide resources to increase the green confidence by extending their facilities and even free accommodations. Conservation of the environment by hotels can lead to better and superior green image quality, which is one of the most important factors in attracting young customers. Hotels that strive to protect the environment make a positive image of customers ' minds. Therefore, hotel owners in the hotel industry need to improve the green image of the hotel and to build waste management systems and develop recycling programs to achieve the goal of improving the green image. Thus, preventing environmental pollution and protecting the environment by the hotel makes customers more willing to pay more for staying in hotels. Finally, considering that environmental value is an individual factor, hotels are able to use a segmentation approach to identify individuals with environmental concern and those staying in green hotels. With emphasis on this group of customers, hotels provide packets that provide opportunities to participate in various environmental activities during the stay for customers (for example environmental tours).

Today, tourism industry, as the one of largest service industry in revenue terms, is considered an important factor for economic growth and development. The most important steps that can lead to the growth of tourism industry is the development of accommodation and hotels for travelers stay. Sensory marketing is important for hotel industry progress. Here, we examine the effect of sensory marketing and its components on positive word-of-mouth advertising in tourism industry through brand experience and destination emotion. The type of research is applied research in terms of the purpose and nature of the problem studied, from the data collection method, is a survey research based on structural equation modeling and in terms of research method, is descriptive. A researcher-made questionnaire was used to collect data in this research. Regarding the limited statistical population of this study, which includes foreign tourists of five star hotels in Tehran, the sample size was 280 persons according to Morgan table and structural equation modeling was used. The results of the research indicate that the hypothesis of the effect of the tactile stimuli on destination emotion is not confirmed by tourists, but other hypothesis of the research has been confirmed.

The importance of establishing good relations between host communities and tourists due to the encounter of tourists with different customs and cultures has led to the emergence of global codes of ethics for tourism. Therefore, by following the ten principles of the universal codes of ethics of tourism, the satisfaction of tourists will increase and it also brings the most effective type of advertising; the word of mouth, for the host communities. Due to the importance of the topics mentioned in the tourism industry, the present study examines the effects of tourism universal codes of ethics on satisfaction, as well as the effect of their satisfaction on the word of mouth advertising of incoming tourists of Iran. In terms of the purpose this is an applied research and in terms of the data collection method, this is of survey-correlation type. To this end, with regard to the unlimited statistical population, 384 foreign tourists in Iran were selected by random sampling. Using the standard questionnaire, the opinions of these people were reviewed and analyzed using structural equation techniques in SPSS and Lisrel software. The results of data processing indicate the status of satisfaction of tourists with the implementation of global codes of ethics of tourism. And also the positive impact of improving the status of global codes of ethics on the increased satisfaction of tourists was confirmed. It was also shown that the satisfaction of tourists has a positive and significant effect on word of mouth advertising.

Viral marketing, relying on word of mouth principle is an advertising or a way to publish it on the Internet or mobile networks. The main objective of this article is to explore and prioritize important factors affecting viral marketing in the context of mobile applications. Meta-synthesis technique was used to explore the important factors affecting viral marketing and then using Fuzzy Delphi to determine the significance of the factors. The population of this study in the quantitative section was experts working in the field of viral marketing in the mobile application industry who have been selected by snowball sampling method. In the meantime, 30 experts were selected. The results of meta-synthesis method showed 26 important factors. By using Fuzzy Delphi, 12 factors including speed of message, attractiveness of message, ability to communicate with the product, morality, reliability of the source or validity, personality of the recipient, motivations of people, emotions of people, culture, brand reputation, brand strength as well as brand image were the most important factors

Nowadays, due to the sharp increase in competition and expansion of competitive markets, customer lifetime value has become one of the main topics in customer relationship management. The models which have been used so far for the estimation of customer lifetime value and segmentation of customers do not include all aspects of customer value. The main purpose of this study is to assess the impact of customer’s value on other customers through estimation of customer referral value and then provide appropriate marketing strategies for each segment of customers based on their value in the broadband internet access services industry. Using the data obtained from a firm operating in the industry, it will be shown that the customers who have the largest transactions (i.e. those who have the highest lifetime value) are not necessarily the best marketers. The statistical population of this study included all customers of a telecommunication firm in Tehran and all members of the population were selected as the sample. The required data were obtained from reports of the customer database of the studied firm using MySQL, PHPMyAdmin, and Tableau. All data were statistically analyzed in IBM SPSS Statistics 22. Using the results of this study, it will be shown that a better understanding of customer value allows firms to target their marketing campaigns more properly and gain higher profits from their marketing investments.

The purpose of this study was to examine the relationship between attitudes to endorsement advertising and brand equity with word of mouth advertising. The population of this study included all consumers’ Rexona in the city of Mashhad, 385 people were chosen cluster random and convenience sampling. The questionnaires of attitudes to advertising (Liu, 2002), brand equity (Yoo & Donthu, 2001) and word of mouth advertising (Ismail & Spinelli, 2012) was used to collect the data. Pearson correlation and Structural Equation Modeling analyzed the data. Findings indicated that attitudes to advertising has a direct and significant relationship on brand equity and word of mouth advertising. The brand equity has a direct and positive relationship on word of mouth advertising. The findings research explanatory the importance of brand equity and word of mouth advertising; businesses can validate the strategy of famous athletes’ endorsement So that they can attract customers more successful in conveying the desired function.

Over the last two decades, discussions about “brand” and “reputation” have broadly appeared in national as well as international level and have always been presented in global marketing as factors that affect competitive challenges. Reputation can be defined as a perception of outsider people of the prominent features of a company or brand. This study aimed to investigate the influence of several factors such as customer satisfaction, reliability, corporate responsibility and commitment on brand reputation as well as the effects of corporate and brand reputation on word of mouth marketing in the automotive industry (notably, Samand brand). The required data is collected by using a questionnaire and the sample size was 194 people who were selected from Samand owners in the Isfahan city. According to the findings, company’s economic responsibility has the greatest impact on brand reputation. Moreover, corporate reputation has greater impact on WOM than brand reputation. Furthermore, the impact of product track record, the moderate variable, on the relationship between trust in brand reputation and expertise, the moderate impact, on the relationship between corporate economic responsibility and corporate reputation are supported.