مجله مدیریت بازاریابی
پیاپی 41 (زمستان 1397)

Todays, because of easy access of people to cyber space and social networks, Internet has got to inseparable part of life. Companies are trying to use this opportunity to their advantage desirably. Due to the tendency of young people to use social networks, these networks can use for closer communication with potential and actual customers. In recent years, customers use online environment with new viewpoint and commercial manner. The emergence and expansion of online stores has turned users in to customers and social media has changed the way of relationship between marketers and customers. This research studies the effect of social media content on purchase intention according to mediating role of normative social and informational influence and customer’s relationship. Therefore, the researcher attempts to investigate the effect of social media content on purchase intention with regard to the mediating role of normative and informational social influence and customer relationship. This research is an applied research in terms of purpose and in terms of data collection it is a descriptive and survey research. The statistical population of this study is customers of the new leather shop via Instagram social network. In this regard, while reviewing the literature on the subject and using library resources, the researcher used a questionnaire to collect information. The hypotheses of this study have been tested using Structural Equation Test and LISREL software. The results show that social media content has a positive effect on purchase intention both directly and with the three mediating variables of normative and informational social influence and customer relationship.

Relationship marketing has defended as a development and maintenance of the long-term relationship with the customers، and has strong impact on the theory and marketing during the two past decades. Marketing is a bilateral relation and must share important interests. Customer gratitude and gratitude plays a key role in the creation and development of successful exchanges, the relationship between the seller and the buyer. Also, customer perceived benevolence in relation to companies is the tangible and intangible benefits they receive in relation to retailers. In this research the researcher tries to exam in the Influence of relationship marketing investments on customer's gratitude and loyalty in retailer. The statistical population of this research is the customers of the Hakupian stores. The existing research is of a practical and causal nature because it measures the impact. And the number of statistical samples analyzed using a questionnaire of 358 of the customers of the Hakupian stores. The validity and reliability of the questionnaire has been confirmed. Hypothesis of this research have been tested by LIZREL software. This study of the story It argues that investing in relationship marketing tactics such as direct mail, tangible rewards, interpersonal relationships, preferential treatment, with the role of the mediator of customer perceived benevolence, has a positive impact on customer gratitude and, consequently, on behavioral loyalty.

Brand associations link the quality of the brand to a well-known nature. Brand associations are attributes of a brand that are branded in the customer's mind. These associations are implicit and explicit meanings that associate or associate the customer with a particular brand name, so the main purpose of this study was to examine the effect of associates on brand equity in the Iranian Premier League clubs. This goal-based research is an applied descriptive-survey method. Study Area, Fans of Iranian Premier League Clubs at Azadi Stadiums in Tehran, Imam Reza (AS) Mashhad, Yadgar Imam (RA) Tabriz, Role of Isfahan, Ghadir Ahvaz on Geographically Distributed Football Clubs in The Premier League was held in 2018 and the questionnaire was distributed among 500 supporters of the premier league teams in person by predicting the likelihood of a loss, with 404 usable questionnaires returned. Was. The researcher-made questionnaire consisted of 48 questions. Its face and content validity was confirmed by sport management and economics professors and its Cronbach's alpha was 0.927. SPSS v22 software and Smart-PLS software were used for analysis.The findings of this study indicate that brand awareness (brand associations) is effective in brand choice and tendency to change the chosen brand and helps organizations and sports teams make money by selling tickets and products.

One of the solutions for agricultural development is conversion industries the purpose of these industries is to prevent waste from agricultural products and to access them locally and international. This study examines the marketing of date conversion and supplement industries. For this purpose, statistics and information were collected for the date conversion and supplement industry units operating in the fields of branding, packaging and pricing, customer orientation and advertising in Kerman province. The purpose of this research is applied research and in the category of causal research the target population of the research population includes those involved in the date-making and finishing industries. After validation and reliability verification was used for data collection. In this study, structural equations using Amos software’s were used to investigate the relationships between model components, the component of "maintaining brand position among customers and the market", "packaging technology", "economic beliefs in advertising", and the component of "competitive pricing". The “customer needs forecast” component and the “advertising” component are the first priority factors in the development of switching and finishing industry. One of the important approaches in food supply of the country due to increasing population and decreasing agricultural resources and rangelands is the reduction of waste in the agricultural sector, which requires the existence of appropriate markets for the sale of conversion and complementary products. Creating attractiveness in Kerman's daycare and complementary industries markets will allow more investors to attend, which will generate more revenue and create employment, in addition to reducing date waste in the province.

Todays with the development of information technology, it is observed an increasing tendency towards internet purchase accept by the airlines passengers. According to the nature of ticket purchase through internet, some customers perceived a degree of risk. Perceptions of customers about risk and negative consequences of purchasing a product/service is an important determinant of customer behaviors because of its influence on their decisions. Accordingly, this research has tried to analyze perceived risks of customers in purchasing electronic ticket of airlines according to technology acceptance model. Our model was developed by related literature.

Data was collected by a questionnaire and hypotheses were analyzed by SPSS 18 and AMOS 16. Statistical population includes all internet customers of Iran Air Company who have used its e-booking system. To collect data, 286 customers were selected. Reliability was analyzed by Cranach’s alpha. After factor analysis, all constructs was approved and remained.

a) perceived risks (financial, functional, time, privacy, psychological and social) leads to lessen perceived usefulness of purchasing airline ticket, b) perceived ease of use of purchasing airline ticket leads to lessen perceived risks (financial, functional, time, privacy, psychological and social), d) perceived ease of use of purchasing airline ticket has a positive impact on purchase intention, and e) perceived usefulness of purchasing airline ticket has a positive impact on purchase intention.

The study found that perceived risk (with functional, financial, time, privacy, psychological, and social dimensions) diminishes the perceived usefulness of purchasing airline tickets. In addition, the perceived ease of use of airline ticket purchases reduces perceived risk (functional, financial, time, privacy, psychological and social) to customers.

Drawing upon the theory of trying, the purpose of this study was to investigate adoption of mobile banking among the customers of Sade rat Bank in Isfahan. In addition the moderating effect of customers’ experience with internet banking and mobile applications was conducted.

The present study is applied in terms of purpose and descriptive survey in terms of data collection. Using a questioner, the sample was selected using convenience sampling, which includes 450 bank customers who don’t use mobile banking. Out of 450 questionnaires, 400 were usable that analyzed with SPSS and Smart PLS 3.
Findings and

The findings reveal that intention of adopting mobile banking is determined by attitude toward mobile banking, which in turn is determined by attitude toward learning to use mobile banking. In addition, respondents’ past experience with internet banking and mobile applications did not have moderating effect on the relationship of attitudes and adoption intention. The result also showed that customers are interested in learning how to use mobile banking, also they have a lot of experience in using Internet and mobile applications. Therefore, the reason for customers' weakness of attitude depends not on the individuals and customers but on the performance of the bank and its infrastructure.