فصلنامه تحقیقات بازاریابی نوین
سال دهم شماره 4 (پیاپی 39، زمستان 1399)

This study aims to outline the reasons behind using Instagram to provide insights and new information to businesses that are using it or will use it in the future, by deriving a Hierarchical Value Map (HVM) using the means-end theory and laddering technique. The statistical population of this study was students of Shahid Beheshti University of Tehran who were using Instagram. A total of 11 in-depth and face-to-face interviews were conducted and after analyzing the interviews, 49 ladders were extracted. By analyzing the direct and indirect relationships of their content, 19 elements including 6 features, 9 consequences, and 4 values ​​were identified and a hierarchical cumulative value map was developed. Among the chains of the map, easy access and not being filtered, creating fun and entertaining moments, socialization and fellowship, having a positive and good feeling, joy and happiness, and sharing pictures had the most association.

Nowadays, many factors such as the rapid growth of technology, increasing competition, changing customers’ tastes, and business environment are affecting the performance of organizations. In such a situation, planning to influence the purchasing behavior of customers is one of the goals of any organization. Therefore, examining the variables affecting organizations can guide managers to improve the organization. The purpose of this study was to investigate the effect of consumers’ need for uniqueness on their purchasing behavior through self-expression and self-presentation. The present study was descriptive-analytical and applied in terms of nature and purpose. The methods of data collection were field and survey (using a questionnaire) and a hypothesis test. The face validity of the questionnaire was approved by five university professors and its reliability was confirmed using Cronbach's alpha. The introduced model has been tested using 385 samples of luxury car customers in Mashhad. The participants were selected by the availability sampling method and using the structural equation method through Amos software. The findings showed a significant positive effect of the need for uniqueness on customers’ purchasing behavior directly and indirectly (through the mediating role of self-expression and self-presentation). Self-expression and self-presentation also had a significant effect on customers’ purchasing behavior. Therefore, it can be said that in people who want to be different from others, to convey their desired image to others, or to seek a certain social status, a mentality and feeling is formed in them that show a greater desire to choose and buy luxury products.

One of the most important consequences of the fourth industrial revolution is the digitalization of the business environment and the expansion of data-driven marketing. The consequences of these developments will have a profound effect on marketing research. The purpose of this study is to identify the components of value among the large volume of customer feedback in social networks using “Machine Learning” to analyze “Big Data”. This research is descriptive-survey in terms of applied purpose, qualitative in terms of data collection method and qualitative-quantitative (mixed methods) in terms of implementation. For this purpose, the tourism industry is selected as a case study and 8290 customers' opinions are collected from the Internet in this regard and the components of value are extracted using two different methods of "data clustering" and extraction of “association rules". The results of the research in the data clustering section include the identification of 20 value components in relation to the values desired by tourists. Also, using the second method (association rules), seven laws were extracted from the hidden knowledge, in the relationships between the phrases used in the opinions of tourists. In general, the results show that using Big Data analytics and “Machine Learning”, the process of “marketing research” is possible with higher speed and accuracy and lower relative cost.

Different brands have created their own brand communities to build customer-brand relationships in social networks to communicate and promote their new products to customers and encourage them to collaborate. Brand communities as a marketing tool facilitate social exchange among customers. The purpose of this study was to investigate how customer engagement is involved in effective branding collaboration in social media. This research was applied in terms of purpose and descriptive-survey in terms of method. The statistical population of the study included all students of Kharazmi University in Tehran who have an account in one of the social media. Among them, 216 students of Kharazmi University were selected through the available sampling method and the data were collected through a standard questionnaire. Data analysis was performed using the structural equation modeling method in PLS software. The results showed that engagement motivation (motivation to create a relationship, search for entertainment, information search, and visual aesthetics) had a positive effect on customer engagement in the brand community on the social media. The positive and significant impact of customer engagement in brand social media on brand trust, brand loyalty, and word-of-mouth advertising was also confirmed. But, the effect of word-of-mouth advertising in social media brand community on collaboration wasn’t confirmed.

This research aimed to design a model for the acceptance of new health services based on the mixed-method exploratory analysis. In the qualitative part, the emerging design of grounded theory was used. The required data of qualitative part were obtained through 18 in-depth interviews with marketing professors and medical experts, and also 20 interviews with the customers of the Royan Institute’s Cord Blood Bank. The data were analyzed through open coding. To examine the validity of the qualitative part, the processes of member-checking, peer-checking, and triangulation were used and inter-coder reliability and test-retest were applied to measure its reliability. The final conceptual model was designed with 7 major categories (including the quality of services, the characteristics of services, perception of acceptors, individual factors, innovation features, reference groups, and sources of information), 22 subcategories, and 93 concepts. The findings obtained in the qualitative phase resulted in the development of 7 scientific propositions that were analyzed in the quantitative part. In the quantitative part, the researcher’s 93-item questionnaire was used in order to gather the data from 404 customers of the Royan Institute’s Cord Blood Bank through simple random sampling. Convergent validity, discriminant validity, and Cronbach's alpha were used to measure the validity and reliability of this part. The data were tested using structural equation modeling. Measures of goodness of fit showed that the factor structure of the designed model was suited to the data and the model was confirmed.

The purpose of this study was to phenomenological identify the atmosphere (space) of shopping malls - as a lesser known phenomenon - and the customers shopping behavior from multi-purpose shopping malls / malls. In general, the purpose of this study is to explore the meaning of the atmosphere (space) of shopping centers from the perspective of participants (subjects).Research

This study was a qualitative approach with phenomenological method. The population of this study consist of 12 mall experts and customers who were selected by purpose method with snowball sampling. Data were collected by the deep interview guide. All the interviews were recorded and transcribed. Date were analysis similar to by grounded theory approach, the process of concepts, sub-themes and main themes was done using by Atlas.ti ver.8 software.

This study showed that the atmosphere of shopping center/malls includes seven themes: External Variables, Internal Variables, Visual Merchandising, Human Variables, Tenant Mix, and Consideration of Noncommercial Spaces, and Multiple Sense. The mall evaluation have five themes: Self –Congruity, Functional Congruity, Customers’ Interpretation, Effectiveness of Environmental Factors, and Social Responsibility. Also, the customers shopping behavior from shopping centers and malls includes six themes: the sense of a Hedonistic Shopping, Utilitarian Shopping, Mall Patronage, Customer Experience, Comprehended Risks, and finally mall promotion and advertising.

The atmosphere of shopping malls/centers influences the behavior of customers and their evaluation of shopping malls. The success of these centers and increasing customer’s loyalty dependent on attention to the atmospheric of shopping centers determinants.

The Internet, social media, mobile applications, and other digital communication technologies have become part of the daily lives of people around the world. According to recent statistics published in January 2020, 4.54 billion people worldwide are active Internet users, encompassing 59 percent of the world population. Due to the importance of digital marketing for organizations and the critical role of digital marketing managers, the purpose of the present study was to design the competency model of digital marketing managers. This research was applied in terms of purpose. The research was conducted using the thematic analysis method. The sampling used in this study was cluster and snowball sampling methods. Data collection tools were in-depth interviews with digital marketing managers and experts (in fields such as IT, Internet retail, digital media, ICT, electronic learning, etc.). A total of 17 interviews were conducted until the theoretical saturation was achieved. After collecting data, the written interview codes were analyzed. The findings of the study (after conducting the three stages of open, axial, and selective coding) indicated that digital marketing managers’ competency model was formed with 114 codes and 26 concepts in three categories including technical-specialized competencies, human-behavioral competencies, and analytical competencies. The final model could provide valuable suggestions for designing recruitment systems, conducting needs assessment, redefining performance appraisal system, optimizing career path management system, etc.

Nowadays, brand positioning has outstanding importance as a sensitive and critical component of competitive marketing. In this regard, understanding and recognition of brand positioning, as well as its concepts, are known as significant principles for brand survival. The purpose of this study which is a field research is to position the brand of cosmetics products from the perspective of Iranian consumers. The selected research variables taken from previous studies was tested by the perceptual map technique with the data obtained from a structured questionnaire. According to the results obtained from the tests and the perceptual maps, the studied foreign brands have a higher position in the minds of consumers than domestic brands. The quality, price, variety of products, and brand reputation in all dimensions showed their superiority in the mental image of consumers over foreign cosmetic brands. The recommendation to domestic brands is to promote their brand position in this hyper-competitive market based on the findings of this study and draw perceptual maps on a regular basis.