marketing

According to experts in the field of management, guerrilla marketing is the most appropriate way to respond to the changes in customers' tastes in leading online businesses in addition to the usual methods. In this regard, the aim of this research is a systematic review of guerilla marketing in online business using meta-combination technique. This research is one of the applied researches and it is a meta-combination method, which is one of the meta-study methods; In this research, the internal sites of Iran Doc (IRANDOC), Academic Jihad (SID) and Civilica (CIVILICA) and the external sites of Emerald insight, Scopus and Science Direct (Elsevier) have been used, and the research of 100 scientific texts in the language Authentic Farsi and English were identified during the last decade, and finally 23 research titles were considered for analysis using the CASP critical assessment skills method, and the main indicators were extracted, coded and classified through the document analysis method. After studying and extracting the key codes, finally, these codes were aggregated and clustered with the help of Maxqda software, which were finally arranged in the form of concepts and components. The results of this study show that guerrilla marketing has 11 components, which include: market learning, technology, unconventional marketing, conventional marketing, cost, marketer characteristics, innovation, differentiation, customer-oriented, competition-oriented, and organizational factors, and these results can be divided for all It will be used by businesses, especially online businesses that are facing limited financial and human resources and are looking for maximum customer

One of the most important and influential areas, both in terms of its impact on the economic sector and marketing potentials, and considering the socio-cultural effects, is the development of communication technologies and, consequently, the expansion of digital dimensions such as economics. This wide range of ICT-based e-marketing and its subset, e-commerce, along with algorithmic decision-making in marketing, collectively called algorithmic economics, covers the use of automated digital technologies in production. In this study, the impact of the digital economy on marketing, export development, and economic growth of Hamedan during the years 1391-1399 (2012-2020) has been investigated. According to the results of this study, there is a positive relationship between the digital economy and economic growth, as well as between the digital economy and exports in Hamedan province. In other words, there is a transmission effect. Regarding the first hypothesis, the digital economy index shows a positive and significant relationship to the economic growth of the province. This indicates that with increased investment in the digital economy, the province's exports will also increase. In addition, the second hypothesis suggests that any economic boom influenced by digital technologies affects the province's export development. Regarding export dependence and the digital economy, it can be said that a capillary analysis was chosen, which describes the asymmetric dependency structure effectively.

Augmented reality is an emerging field in the tourism and hotel industry. Augmented reality can affect the satisfaction and behavior of tourists. The present study investigates the effect of using augmented reality in marketing on the tendency of tourists to pay a price premium through the experience of persuasion, immersion and participation of tourists. In this study, the researcher examines the effects of two augmented reality empowerment factors, namely the embedding of augmented reality environment and simulated physical control of augmented reality on the motivational experiences of online tourists in virtual tourism destinations and the direct effects of immersion and immersion experiences of online tourists on their real willingness to pay a price premium in the pre-purchase stage. Examining the level of tourism participation is considered as a control variable that may affect the immersion and the real willingness of online tourists to pay a price premium. This is an applied research in terms of objectives and in term of method is descriptive. The questionnaire was used to collect research data and its validity and reliability were confirmed. The statistical population includes European tourists in Shiraz. The sampling method was convenient non-randomly.

One of the most attractive and profitable industries and businesses in today's world is ceramic and tile. Applying new marketing strategies in strategic entrepreneurship on social networks can be a new way to grow and improve this industry. The purpose of the present applied- developmental research is to design a strategic entrepreneurial marketing model in the ceramic and tile industry of Yazd province. This research is exploratory in nature, and exploratory mix in terms of data collection. In the qualitative section, the participant group: Academic Experts and Managers of Ceramic and Tile Manufacturing Companies were selected by non-random method and snowball method with 35 persons. The statistical sample of the quantitative section consists of 275 companies were selected by stratified random sampling. The results of the quantitative phase showed that causal conditions affecting the ceramic tile industry include creating entertainment in social media advertising, interacting, customizing products and word of mouth advertising. Interfering conditions include communication, market-based corporate governance and new investment and contextual conditions include trends, human capital and culture. The strategies presented also include; strategic goals, company growth and Knowledge creation were determined to improve productivity and mental engagement and corporate survival were identified as strategic entrepreneurial outcomes. According to these research findings, it is suggested that policymakers and planners of the ceramic tile industry should pay attention to word-of-mouth advertising on social networks. Keywords: Strategic Entrepreneurial Marketing, Ceramic Tile Industry, Social Networking, word-of-mouth Advertising. The results of this study showed that product customization is a positive factor in shaping interaction and increasing word of mouth.

Today, the most sustainable economic growth is related to the knowledge based economy, in which knowledge based companies play an important role in advancing its goals. The purpose of this study is to identify and prioritize the factors affecting the creation of knowledge-based companies. The present study is applied in terms of purpose and descriptive-analytical in terms of data collection. In order to prepare the data, first by reviewing the theoretical foundations and opinions of 21 experts as members of the Delphi panel, 30 factors were identified as effective factors in the creation of knowledge based companies. Experts and research specialists were the managers (owners) of knowledge based companies in Kermanshah province and experts in the field of business and entrepreneurship of Razi University who were selected by purposive sampling method according to indicators such as experience, expertise, willingness and ability to participate and availability. Data collection tool in Delphi method is a researcher-made questionnaire whose reliability was checked by retest method which was confirmed with a correlation coefficient of 0.70 of the questionnaire and in order to check the validity of the questionnaire, the content content validity coefficient was used. This criterion, each of the factors of the Delphi questionnaire was removed or confirmed. In order to analyze the data obtained from the Delphi method, which is 21 factors affecting the creation of knowledge based companies, the structural-interpretive modeling method was used. Finally, the results showed that the two factors of more attention of the government and universities to the technology transfer offices of universities and providing advice in the field of feasibility, future research and marketing for people wanting to start a knowledge-based company are at the key level of research factors.

Marketers' skills in digital marketing are of particular importance to corporate executives or individuals who want to develop their business and attract more customers. The main purpose of this study is to measure business skills (research skills, technical and applied knowledge, monitoring and measurement, and ability of digital skills integration), and technical skills (Organizational skills, future prediction, and customer relationship skills) among digital marketers. This study is conducted on a survey basis, using the model of Rowell and Len, (2014) and descriptive data collection method. Proposed factors were analyzed using Pearson correlation test, one-sample t-test, paired t-test, t-test with two independent samples, and variance analysis through the significance-performance matrix which were conducted through SPSS. The resulted significance levels show that the highest average is related to future forecasting skills (with the value of 4.6188), and the integration of digital skills (4.4989), also the largest gap in the dimensions of Digital marketer's skills is related to future prediction skills (-1.0014), and monitoring and measurement skills (-0.8913

Today, leading companies are trying to maximize their profitability by paying attention to important factors for their customers. This is the key to their success on the basis of marketing. Therefore, the present research seeks to identify and prioritize the essential marketing capabilities on the performance of science companies in science and technology park. The current research is about descriptive-survey research and data collection method. The statistical population of this study is 750 people and the sample is 254 employees and managers of Kermanshah University of Science and Technology Park students. A researcher-made questionnaire was developed. Whose validity was confirmed by the professors and experts of the university and experts in the Science and Technology Park. The Cronbach Alpha value of the knowledge-based knowledge base of 906/0 and the essential marketing capabilities were all above 0.70, which indicates acceptable reliability. The results of Pearson correlation coefficient showed that there is a positive and significant correlation between marketing capabilities and performance of student companies, and research variables with a 99% confidence level have a meaningful relationship and all relationships at error level 1 / 0 verified. Also, the results of regression showed that "service marketing", "Internet marketing" and "marketing of new products" affect the performance of knowledge-based companies. Finally, based on the results of Friedman test, the international marketing and export dimensions with the score of 7.61 have the highest impact and marketing services and Internet are in the next category.

On one hand the presence of Iran as an observer in the WTO, and on the other hand the development of private banks, encounter the Iranian banks with a much more competitive environment. Survive in such situations requires its own mechanism, tools and strategies. Among these tools, we can mention to a marketing plan to achieve a sustainable ompetitive advantage. In this research, three-ramification model including structural, environmental, and behavioral aspects is used for investigating the pathology of marketing program of Export Development Bank of Iran. In this regard, a questionnaire based on three-ramification model is provided that its validity and stability are evaluated using experts and Cronbach's alpha, respectively. The results show that none of the structural, environmental, and behavioral aspects are not in a suitable situation.

Social media is one of the fastest growing marketing channels and now more than two thirds of Internet users are involved. The hotel industry is one of the main pillars of tourism activity, with many countries investing heavily in the hotel sector as a result of attracting more tourists. The purpose of the study was to investigate the effect of the destination image of the intention on the tourists with regard to the role of social media moderation in the hotel industry. The research population of this study includes all tourists visiting 5 star hotels Tabriz (Pars, Shahryar and Kaya). With regard to the unlimited of the population, the minimum sample size at 95% confidence level and accuracy of 5% were selected using the Cochran formula 384 people. Data gathering tool was a standard questionnaire, whose validity was confirmed by experts and its reliability was estimated by Cronbach' alpha coefficient. Present study is an applied research in terms of purpose and it is regarded to be a correlative descriptive research based on the way of obtaining required data. Analyzed data collected from statistical methods, descriptive and inferential statistics was used. The findings of this research showed that the destination image has a positive and significant impact on the intention of the traveler. Also the Destination image effects on the intention tourists to travel with the role of moderating social media.

In this paper, considering the importance of opinion leadership and use of social networks for marketing, over 90 articles are studied and a comprehensive review of different studies in this area has been done. Studies show that different titles such as opinion leader, influential people, market maven and key player are used to refer to influential groups in social networks. Notwithstanding the similarity of these titles, in concept and identifying factors, a comprehensive classification for introducing such people’s properties is not done before. Hence, in this paper considering all the properties presented for the opinion leaders, influential people, market mavens and key players, three general categories including structural, relational and personal characteristics are presented. Furthermore, considering that in the literature, many methods have been introduced for the identification and selection of opinion leaders in social networks, in this article based on the studied opinion leader identification methods, appropriate parameters, including the input, identification and selection, and output are extracted in a comprehensive chart to accurately assess these methods. Comprehensive study, classifications and analysis of these studies are the main achievements of this article.