فصلنامه مدیریت بازرگانی
سال دوازدهم شماره 46 (زمستان 1399)

Due to the numerous and diverse food industry companies in Iran, the packaging industry is regarded as a stimulus and empowering force for the economy as well as a driving force for the development of domestic production, increase in the exports, improvement of the economic situation of the society, employment, and increase in the national income. According to the 2025 Perspective which emphasizes on improving the domestic production and the resilient economy, it is highly important to plan to improve the food packaging industry. This perspective must be planned in reflexive manner in order to be able to deal with the future uncertainties. Food packaging industry activists are also expected to keep working with regard to the probable market conditions and changes in the world, in order to be able to respond to market changes and survive. Therefore, the present study aims to explain the possible future scenarios in the food packaging industry in Iran with respect to 2025 Perspective.  

The present applied study includes qualitative variables and is regarded as a descriptive research. It has been conducted as a survey using the scenario planning method based on the opinions of a group of managers and experts. In the first step, fuzzy Delphi method was used to identify the effective factors and key uncertainties in the packaging industry, and then three compatible scenarios were developed based on the possible situations for each of the key uncertainties using Scenario Wizard software. Finally, different strategies were proposed for each scenario by the experts.  

According to the research findings, the effective factors and the key uncertainties in the packaging industry include: 1) the regulations for communication and foreign trades, 2) the status of competition laws and the emergence of the new contestants, 3) emphasis on health and safety issues and standards, 4) emphasis on the virtual nature among the people in the society, 5) fluctuations of the foreign currency rates, 6) fluctuations of the inflation rate, 7) direct and indirect costs of packaging, 8) emphasis on various e-commerce tools, and 9) the motivation and willingness of private investors to invest in the packaging industry.  

As a result of identifying the possible situations for each of the key uncertainties, three compatible scenarios were proposed. The "optimistic" scenario, based on which communication and foreign trade regulations are regarded as the probable supports which might lead to the improvement of the industry. The emergence of the new contestants in the food packaging industry will be facilitated which will increase the competition in the industry and lead to the improvement of the target industry as well as the popularity of the domestic products. The emphasis on health and safety issues and standards, on the virtual nature among people in the community, and on various tools regarding e-commerce can lead the manufacturers to invest in the construction and development of Iranian brands. This might help increase people’s demand for diversity in purchasing and improving of the packaging of food products. The "realistic" scenario considers the favorable and unfavorable conditions together. The most favorable scenarios in this regard claim that reduction of the exchange rate and the inflation rate can lead to direct and indirect reduction of the expenses in the industry. Besides, it can facilitate the entrance of the new contestants to the industry. On the other hand, the incentive and willingness to invest in the industry will decrease according to the strict rules and regulations for communications and foreign trades. In addition, the reduction of attention to e-commerce tools will lead to the reduction of the attention of the community to the virtual nature. Finally, the "pessimistic" scenario whose key uncertainties include: strict regulations for communications and foreign trades and the difficulty for the new companies to enter the packaging industry, which leads to the fact that the reluctance of the industry activists to improve the quality of their products and to develop Iranian brands. As a result, the shopping carts of the Iranian customers will be captured by foreign brands, and it may provide the grounds for the collapse and destruction of the Iranian food packaging industry. The failure and destruction of Iranian food packaging industry might be facilitated and even exacerbated through the increase in the foreign exchange rates and inflation rate as well as high direct and indirect costs in packaging in this scenario due to the prevalence of the imported goods at lower prices than the prices of domestic products, lack of up-to-date machinery and equipment, and also bankruptcies of the experienced producers in the food packaging industry. Moreover, it was concluded that foreign exchange rates and inflation rate have the greatest impact on other factors as well as the future of the food packaging industry in Iran.

As more and more data are generated day by day, the applicability of internet of things (IoT) devices becomes inevitable. The analysis of such data can have many benefits for the organizations and societies. Since previous research has not addressed the identification and prioritization of these applications, the purpose of this study is to identify and rank big IoT data analyses.

This article was divided into two sections. In part 1, the researchers used the meta-synthesis method to identify the applications; and in part 2, the multivariable method was used to prioritize the applications. Moreover, TELOS feasibility (Technical, Economic, Legal, Operational, & Scheduling) and AHP were used to weight and rank the criteria. Then, the applications were ranked based on the experts’ opinions through Vikor’s method.

In this research, the meta-synthesis method has been used to identify the applications of big IoT data analyses. In this meta-synthesis method, 490 articles were initially identified and after eliminating conference papers, 257 articles were selected to initiate the meta-synthesis process. Finally, 51 articles were selected and as a result, 256 sub-applications were identified which were categorized into 114 main categories, 16 industries, and 7 analytic applications. It is also noteworthy that the diagnostic application within the health and transportation industries (with 102 & 100 applications, respectively), as well as the monitoring application within the health, transportation, and agriculture industries were reported to have the highest functioning. The most identified applications in industry-analysis belong to transport-diagnostic (32 applications), health-diagnostic (29 applications), health-monitoring (26 applications), agriculture-monitoring (25 applications), and transport-monitoring (20 applications). In the prioritization step, after calculating the weights based on the experts’ opinions and hierarchical analysis, the applications of transportation and health industries were ranked using TELOS feasibility as well as the experts’ ratings and the Vikor’s method. According to the experts’ opinions and TELOS feasibility criteria, the predictive applications in the transportation industry and the automation applications in the health industry have received the highest priorities.

According to the research findings, big IoT data analysis is mostly used in the transportation and health industrieswhere the predictive applications in the transportation industry and the automation applications in the health industry have been regarded as a priority. Based on these results, the two health and transportation industries and their priority applications are proposed for the companies that want to work in this area. Due to differences in prioritization of the applications in the two transportation and health industries, the justifications for the two industries are different as well.

As more and more data are generated day by day, the applicability of internet of things (IoT) devices becomes inevitable. The analysis of such data can have many benefits for the organizations and societies. Since previous research has not addressed the identification and prioritization of these applications, the purpose of this study is to identify and rank big IoT data analyses.

This article was divided into two sections. In part 1, the researchers used the meta-synthesis method to identify the applications; and in part 2, the multivariable method was used to prioritize the applications. Moreover, TELOS feasibility (Technical, Economic, Legal, Operational, & Scheduling) and AHP were used to weight and rank the criteria. Then, the applications were ranked based on the experts’ opinions through Vikor’s method.

In this research, the meta-synthesis method has been used to identify the applications of big IoT data analyses. In this meta-synthesis method, 490 articles were initially identified and after eliminating conference papers, 257 articles were selected to initiate the meta-synthesis process. Finally, 51 articles were selected and as a result, 256 sub-applications were identified which were categorized into 114 main categories, 16 industries, and 7 analytic applications. It is also noteworthy that the diagnostic application within the health and transportation industries (with 102 & 100 applications, respectively), as well as the monitoring application within the health, transportation, and agriculture industries were reported to have the highest functioning. The most identified applications in industry-analysis belong to transport-diagnostic (32 applications), health-diagnostic (29 applications), health-monitoring (26 applications), agriculture-monitoring (25 applications), and transport-monitoring (20 applications). In the prioritization step, after calculating the weights based on the experts’ opinions and hierarchical analysis, the applications of transportation and health industries were ranked using TELOS feasibility as well as the experts’ ratings and the Vikor’s method. According to the experts’ opinions and TELOS feasibility criteria, the predictive applications in the transportation industry and the automation applications in the health industry have received the highest priorities.

According to the research findings, big IoT data analysis is mostly used in the transportation and health industrieswhere the predictive applications in the transportation industry and the automation applications in the health industry have been regarded as a priority. Based on these results, the two health and transportation industries and their priority applications are proposed for the companies that want to work in this area. Due to differences in prioritization of the applications in the two transportation and health industries, the justifications for the two industries are different as well.

Previous studies have only investigated the antecedents of branding and disregarded its consequences as well as the individual brand of the entrepreneurs; they have also implemented quantitative approaches. In addition, the foreign research has only examined the factors affecting the formation of individual brand. Therefore, it was necessary for a comprehensive analysis of all the factors affecting individual branding and its outcomes in order to categorize these factors and propose them in the form of a conceptual model. This study intends to identify the set of factors that have played a role in branding of the entrepreneurs in order to provide the grounds for individual branding of other entrepreneurs. Therefore, the main purpose of the present research is to develop a comprehensive model to identify the factors affecting the individual branding of the entrepreneurs in Isfahan and its consequences. The results of this study can be useful for the formation of brands for the people, especially entrepreneurs who seek to develop personal brand, reputation, popularity and business success and even seek to improve the brand of their own product.

This research is developmental in term of purpose and fundamental-exploratory in terms of method. Moreover, it has used a mixed method approach (combination of qualitative and quantitative methods), which is qualitative in the first phase and is presented in a quantitative manner in the second phase. Thematic analysis was used for the qualitative part of the study; however, purposeful sampling method was ipplied in the qualitative part of this research. The statistical population of this study included the entrepreneurs who have been identified by the Chamber of Commerce, industry experts, and the unions as individual brands in the field of entrepreneurship in Isfahan. According to the saturation approach, a sample size of 18 people was considered adequate for this study. The data were collected through a researcher-made questionnaire, whose validity was confirmed by human resources experts, in the quantitative part and its reliability was confirmed by Cronbach's alpha value of 0.86.

In this study, 225 primary codes were identified in the interview process. The initial codes were then packaged and sorted until 97 selection codes were obtained. As a result, 12 sub-themes and 4 main themes were extracted. Based on the obtained model, two categories of factors have been effective in formation of the individual brand among the entrepreneurs in Isfahan: internal factors including personality, competence and appearance factors as well as external factors including organizational, social, and family factors. The consequences of Individual brand also included individual, organizational, and social implications; finally, individual brand dimensions included the influence, reputation, and trust of the individual brand.

The results showed that it is necessary to pay attention to both internal and external factors for the formation of individual branding. Internal factors are related to the individuals and the external factors are related to the environment. The results also showed that the most important element of individual branding is the distinction of that particular individual from the others which can be observed in a specific field or an individual competence in a particular field. Individual branding will not make sense as long as there is no individual distinction. The results further indicated the important role of society and community in word-of-mouth advertisement and the power of social networks that can be important and effective in individual branding. Such individual brands can also have consequences which can benefit themselves, the organization, or even the community.

Most of the failed strategic alliances have suffered from inefficient structures. Developing and choosing a structure for an alliance cannot be effective, unless the alliance's managers consider the contextual parameters. Among different contextual parameters, the industrial context is very important because each industry has its own level of process manageability and outcome interpretability; and these attributes are varied within the range of industries. Thus, this paper aimed to investigate the effect of industrial context on structure of alliances, and also, to identify the first priority for developing and choosing a structure for strategic alliances.

The present research is conducted through multiple case study strategies, based on an interpretive paradigm. Applying the interpretive paradigm is necessary for such a research to reach a comprehensive understanding of the phenomenon. So, the researchers conducted 6 independent case studies on strategic alliances between Iranian companies and the international partners in different sectors such as oil and gas, telecommunication, online-services, food and beverage, auto parts, as well as pharmaceuticals.

Due to the research framework, industries can be classified into four groups by theirs process manageability and outcome interpretability. Alliances were not formed in isolation, and their industrial context would affect their structure and organization. The data from within-case analysis as well as cross-case analysis showed that each type of industrial context may result in a different set of variables which affect the organizational design of an alliance. The findings of the present research suggested that legal safeguards is the first priority for alliances which are formed in high manageability/high interpretability industrial context and trust would have the same role in alliances with low manageability/low interpretability context. Moreover, the formal control mechanisms in low manageability/high interpretability, and the social norms in high manageability/low interpretability are the dominant factors to develop and choose a structure for alliances.

The context is missing parameters in researches on the structure of strategic alliances. It is impossible to design a prosperous alliance without considering the context in which the alliances are formed. This research aims to clarify this issue by focusing on industrial context and to provide a better understanding of how to design a better alliance. Furthermore, it can be inferred that the structure of strategic alliances is decided by simply choosing between binary options of contractual-based and equity-based forms. The specific industrial context of each alliance force specific prerequisites and structure of alliances should provide an appropriate response to these requirements.

Many factors such as the economic, political, and cultural conditions affect the rate of unemployment and the employment level in the country. Howver, the Labor Law of the Islamic Republic of Iran is considered as one of the most important factors has been disregarded in previous studies. Although there is an urgent need to study and analyze the impact of Labor Law on the creation, maintenance, and development of job opportunities at the level of small enterprises, most of the related studies are quantitative in nature and it is not possible to discover the implicit layers of Labor Law challenges. Therefore, this research aims to investigate the underlying levels of the Labor Law of the Islamic Republic of Iran based on the entrepreneurs and experts’ opinions in order to identify its challenges regarding the creation, maintenance, and development of employment opportunities in small businesses; it is also intended to propose suitable solutions to these challenges. Therefore, the main question of the present study is “What are the challenges of the Labor Law of the Islamic Republic of Iran in order to create, maintain, and develop job opportunities in small businesses” and “What solutions can be offered to overcome these challenges”.

In this applied research, focus group method has been used to identify these challenges. The statistical population of the present study included the entrepreneurs and managers of small private businesses and the experts in the field of Labor Law with at least 10 years of work experience. Purposeful sampling method was used to select the participants, and finally 4 focus groups of 35 individuals were formed.

The findings of this study identified four main challenges including starting and developing a new business, productivity and continued operation of small businesses, integration of small businesses and their failure in the market, and women’s employment. In addition, different solutions have been proposed for each of these challenges such as: outsourcing a part of the production process, using legal consultants by the small businesses, reducing job titles in the firm to reduce the number of the workforces, and considering contingency requirements for the recruitment of women.

The results of this study indicated that small businesses should implement two macro strategies in order to address the challenges of the Labor Law: (1) pursuing capacity claims in Labor Law with the help of the legal counselors (such as the Articles 191 and 190) as well as (2) implementation of various scenarios for the employment of the workforce (e.g. proposing temporary employment contracts).

During the last decade, some researchers and accounting professional associations have expressed their interest in applying the concept of business model in their research in order to eliminate the shortcomings and weaknesses of the existing financial reporting. Considering the role and importance of financial reporting as one of the important sources of the available information in capital markets and consequently the researchers’ efforts to increase the quality of financial reporting as a tool for social responsibility and business environment, the present study seeks to provide a model of financial reporting based on the concept of business model with the aim of practically eliminating the weaknesses of the existing financial reporting and increasing the quality of financial reporting.

The present study is a synthesis study in terms of the nature of data and methods of analysis based on consecutive exploratory strategy. Using this strategy, three general steps have been taken: 1) extraction of the dimensions and components affecting financial reporting based on the concept of business model (qualitative method) using thematic analysis method; 2) determining the indicators of the reporting model and their screening using fuzzy Delphi technique (quantitative method); and 3) introducing the common indicators among the experts and proposing the ultimate model.

After reviewing the results of the qualitative and quantitative stages of the research, the ultimate model was proposed which includes six dimensions of transparency and validity, social accountability, key stimuli, stakeholder management, justice and fairness in the distribution of reports, as well as the presentation and disclosure of information which entails 24 components and 50 indicators that can be used as a native and innovative model for financial reporting.

With the increasing need for information about the operations of business units, it seems that traditional financial reporting can not meet all the demands of the users. The results of the fuzzy Delphi technique in this study also showed that none of the 62 indicators were observed in the financial reporting and are not currently disclosed. In other words, the existing financial reporting has not met the needs of stakeholders in disclosure of the business model indicators including social responsibility and accountability of the corporates. Accordingly, the proposed financial reporting model based on the concept of business model in this study, not only meets the needs of the stakeholders of the business unit, but can also play an important role in improving the content of the financial reportings.

According to the relationship benefits approach, companies are required to provide relationship benefits to the customers in order to build and maintain the relationships, which is costly and time consuming in practice. But, the main question is whether the customers whose level of relationship is different from the others can perceive the benefits of the relationship equally or their perceived benefits of the relationship are different depending on the degree of their relationships? If so, can the Customer Relationship Index be used to classify the customers in order to increase the effectiveness of the relationship benefit programs? How do the different types of perceived relationship benefits change by the changes in the relationships? Therefore, the purpose of this study is to answer these proposed questions.

The present descriptive research is applied in nature. The statistical population of this study included the customers of the services and the samples were selected using non-probability and available sampling method. 543 individuals were surveyed using electronic questionnaires. The validity of the instruments was confirmed by three methods of content validity, convergent validity, and divergent validity; the reliability of the questionnaires was also confirmed using Cronbach's alpha, composite reliability, and the mean of the explained variance. Structural equation modeling and confirmatory factor analysis were performed through AMOS software and the research hypotheses were tested using one-way analysis of variance (ANOVA) in SPSS software. The Kaiser-Meyer-Olkin (KMO) index and the Bartlett’s test were used to ensure the adequacy of the data for factor analysis.

The results of the analysis of the hypotheses based on ANOVA showed that the four types of relationship benefits are not the same at different levels of customer relationship orientation and the differences are statistically significant. Accordingly, the differences in the customers’ perception of trust benefits at a significant level of 0.05 as well as in their perception of social benefits, particular behavior benefits, and respect benefits at a significant level of 0.001 have been confirmed.

Perceived trust benefits may vary depending on the degree of customer relationship orientation, and the differences between the customers’ low, medium, and high relationship orientation is statistically significant. The results also showed that the customers with high relationship orientation perceive trust benefits more than the other customers. On the other hand, the results showed that social benefits have the most changes compared to other types of relationship benefits in these three groups of the customers with low, medium, and high relationship orientation. The reason for these drastic changes may be due to the fact that receiving services requires social interactions between the sellers and the buyers. In addition, the results showed that the benefits of particular behaviors have the second highest changes among the respective customers. Since the benefits of particular behaviors include discounts and lower prices for the customers, they can be very costly for the company if they are not effective. On the other hand, offering special benefits to a customer can lead to a sense of discrimination among other customers, which in turn can damage the reputation of the company. Finally, the results indicated that the benefits of respect in all the three groups of customers with low, medium, and high relationship orientation were higher compared to the social benefits and the benefits of particular behaviors. Customers with high relationship orientation perceive the benefits of respect more than the other types of benefit, which shows the importance of respect for service customers in Iran.

Small and medium enterprises have several advantages over the large enterprises, including innovation, job opportunities, and more flexibility. However, these businesses may face financial, marketing, production, as well as research and development constraints due to their low resource size and structural features. These restrictions have led to very high bankruptcy rates, and therefore there are several plans to develop small and medium enterprises in many countries. In Iran, such enterprises have a significant share in the economy of the country so that they account for more than 95% of the enterprises in the country with 35% share of the total industrial employment. As a result, the development of small and medium enterprises has been emphasized in the laws and documents of the country such as the policies of the resilient economy as well as the national economic and social development programs. Therefore, given the role of small and medium enterprises in balanced economic development and also the limitations of these enterprises, the main purpose of this study is to provide a model for the expansion of the networks in the small and medium enterprises.

This qualitative research follows the interpretive paradigm and uses the inductive approach, and is regarded as a fundamental research in terms of research orientation. In this research, Strauss and Corbin’s systematic method has been used to develop the theories. The required data were collected through interviews with academic experts, the managers and consultants of the small industries organization, as well as the review of meta-documents and related reports. The theoretical sampling method was used and continued until saturation is achieved. The research data were analyzed simultaneously with the collection process through the three stages of open, axial, and selective coding.

According to the research findings, legal requirements, the importance of small and medium enterprises, and their limitations are among the main reasons and necessities of supporting small and medium enterprises. Comprehensive development of small and medium enterprises includes the development of entrepreneurship, market, human resources, technology, and network. Due to the high number and dispersion of small and medium enterprises, the development of such businesses requires the training of capable consultants and the participation of all the governmental institutions as well as private organizations. Moreover, because the development of small and medium enterprises requires a variety of specializations, it is necessary to form the development teams based on complementary specializations in order to cover a network of similar and adjacent enterprises.

Supporting small and medium enterprises, individually, is neither possible nor effective in practice due to the large number and small scale of these enterprises. Hence, the development of a network of small and medium enterprises implies the idea that it is necessary to have a network of small and medium enterprises in order to increase the effectiveness of the development interventions. Successful implementation of small and medium enterprise network development plans requires three main categories of action: developing the context, planning, and implementation. Due to the large number and the scattered nature of the small and medium enterprises, the measures of one or two governmental organizations are not enough to develop these enterprises and the use of external consulting services and the participation of all the institutions are essential as well. Therefore, the underlying actions include identifying capable consultants, training and empowering consultants, and institutionalizing and involving all the relevant bodies and institutions. It is also essential to analyze the developmental needs of the small and medium enterprises in order to determine the number of consultants, the amount of credit, and the type of facilities which are required for the development of such enterprises. The first step in implementing this scenario is to form development teams consisting of different consultants with complementary specializations. Each development team should lead the developmental programs of a similar or adjacent network.

Significant costs are incurred annually for printed advertising in marketing management; if such advertisement lacks the necessary effectiveness, they will take many opportunities from the organization in addition to posing financial resources. However, this effectiveness might be partly due to the proper design of the visual elements. It seems that there is a need for further studies regarding the identification of the important elements and the design of the advertisements based on the marketing principles. This study aims to identify the main elements in printed advertising design as a medium of communication with the consumer and their relationship with the customers’ recall, as well as to determine the effect of the quality of these elements on the degree of recall. In other words, what are the main visual elements in the design of printed advertisements of food industry (dairy industry), which of these elements must be considered, and whether these elements have a significant relationship with the customers’ recall and if so, how can the quality of these elements in the design help recall the advertisements. The aim of this study was to investigate the relationship between visual elements and to determine the effective range in recalling the advertising in three stages.

This research is regarded within the interpretive paradigm in terms of philosophical foundations along with an applied orientation and it is a cross-sectional and experimental field experiment in terms of research approach. In the first stage, the visual elements of the advertisement were determined through a systematic review method and the three elements of color, image, and logo were selected based on the content validity ratio according to the experts’ opinions. In the second stage, 5 printed advertisements of Pegah Dairy Company which contained different ranges of colors, images, and logos were determined by a panel of experts. Then, 341 students of Shiraz University who were non-randomly selected based on available sampling were asked to complete a researcher-made questionnaire. The data were collected using experimental field tests.

Findings

The findings showed that the elements of color, image, and logo had the most significant relationship with the customers’ recall, respectively. Regarding color, the cold, neutral, and warm color spectrums had the greatest effects, respectively. Regarding the visual element of the image, the use of a real image, static image, as well as the lack of any ceremony-specific image and logo were reported to have a positive relationship with the customers’ recall.

Conclusion

It seems that cold and then neutral colors should be used as the dominant colors in designing effective advertisements in the dairy industry, and the use of warm colors should be avoided as much as possible. Moreover, using real images of dairy products rather than particular images, cartoon, and dynamic images should be taken into account. Besides, inserting the company logo in the advertisements can significantly increase the customers’ recall of the advertisement.

The experts believe that in addition to many advantages in the development as well as extensive and rapid sharing of information, foreign messengers have brought consequences and problems for the other countries due to the infrastructure problems, privacy issues, and the non-native nature. Therefore, it highlights the need to use native messengers if available. On the other hand, local messengers, including Soroush messenger, as their competitors in order to compensate for these problems and difficulties, are not as popular within the country. The question is “what factors are involved in the Iranian users’ adherence to to Telegram messenger even after restrictions on the access to this foreign messengers” and “why did not the Iranian users complete a shift toward the domestic messengers. Understanding the key factors affecting the attraction of Iranian users to the samples of domestic messengers is one of the most important issues for the owners of these local messengers. Therefore, this study aimed to discover and identify the factors affecting the immigration behaviors of the users of Soroush messengers. Utilizing these factors can help the managers of  Soroush messenger to plan effectively in orde to be able to attract and retain the users in these messengers.

The present study is applied in terms of purpose and used a qualitative method of content analysis through semi-structured interviews. The participants in this study were selected based on purposeful sampling. The researchers collected the research data through interviewing 17 experts and managers of the local media including Soroush messengers, as well as media professors. Content analysis was used to analyze the interviews. Initially, 562 comments and meaningful sentences were reviewed which led to the extraction of 392 primary codes after removing the duplicated sentences. In the second stage, a total of 80 axial codes were obtained after removing the duplicated codes. Ultimately in the third stage of coding, 14 categories were extracted from the available data. It is noteworthy that data collection started in March 2016 and lasted until June 2017.

According to the research model, any changes and shifts are affected by three groups of pressure factors including distrust, dissatisfaction, privacy risk, data security risk, user fatigue, and the messengers’ dependence on the institutions and organizations; the attractive factors include peer influence, perceived quality, anonymity, changes in the laws and policies, and some intervening factors including switching costs, habit, mental norms, and resistance to change. Therefore, the research findings were classified into three groups with different behavioral and social characteristics affecting the users’ shift from the local messengers.

Conclusion

Although there are several local messengers competing with foreign messengers, they have not been popular in public. The respective reasons were examined in this study where people’s distrust and bad feelings towards the local messengers are among the most important factors. Security of the data is one of the most important factors in Iran and also in the world, violation of which can lead to dissatisfaction and distrust of the service. Ambiguity in legal issues can also be considered as one of the factors that cause users to distrust local messengers while maintaining the law and the security of their information. Therefore, changes in the laws and regulations in this area and the need to establish monitoring and enforcement mechanisms to protect user privacy can help support and attract the users toward local messengers. Moreover, technical issues, poor system quality, low Internet speed, as well as severe filtering are among the effective factors which lead to dissatisfaction and fatigue among the users.

Because of the expansion of digital businesses and the customers’ involvement in this environment in recent years, it is possible to access the data related to the interests and values ​​expected by customers. A review of the previous local and international studies in the field of "value proposition" using "sentiment analysis" based on text mining showed that no independent research has been conducted in this field. Although the study of value proposition plays an important role, this concept is still poorly understood and there is a gap accordignly. Finally, it can be said that using the potential capabilities of analyzing the data produced by the customers on the Internet can be an important step in advancing the goals of businesses in the present competitive market. The purpose of this study is to properly use the large volume of online users’ feedback in order to discover, analyze value dimensions, and examine their impact on customer satisfaction. In this study, the product of "smart TV" has been selected as a case study in order to identify and investigate the features and characteristics of a product and its effect on customer satisfaction. Therefore, the main questions of this research are: 1) what are the components of value proposition? and 2) what is the role of each value element in the feeling of satisfaction or dissatisfaction of the buyers?  

This research is applied in terms of purpose, descriptive-survey in nature, and is conducted based on qualitative-quantitative (mixed) method using an inductive approach. For this purpose, the smart TV product was selected as the case study and 3865 comments by the buyers were collected from the Digikala online store website and were then analyzed using the sentiment analysis method. "Machine learning" method was used in order to rank and classify the positive and negative comments; the "Drikle hidden allocation" method was also used to extract the value constructs.  

Based on the research findings, 30 elements were identified for the value proposition in relation to smart TV products. The research results showed that 15 elements or product features had a positive effect on customer satisfaction and the other 15 elements lead to customer dissatisfaction. Positive constructs of value proposition included: positive feeling toward the product, screen size, product brand, reasonable price, excitement about the product, features and options, overall product quality, how to buy and when to receive the product, relative economic value, sound quality, overall product performance, other customrs' opinions, model and the appearance, installation services, and easy adjustments. Negative constructs of value proposition included: low economic value, low product efficiency, poor appearance, poor support for accessories, dissatisfaction with the price, low quality of the product, display problems, dissatisfaction with installation and operation, improper packaging, warranty problems, no guarantee for returning the goods, lack of accessories on the product, useless and additional options, improper remote control, as well as late and improper delivery of the product.  

The results of the study showed that the analysis of the customers’ feedback (i.e. "content produced by users") is a practical way to identify and examine customers’ attitudes towards the products. It is also an effective tool for the businesses to propose a successful product tailored at the consumers’ characteristics. The implementation of machine learning can lead to great steps toward facilitating, increasing the accuracy and speed in identifying customers’ needs, and creating shared value.