نشریه مدیریت بازاریابی هوشمند
سال دوم شماره 3 (پیاپی 9، امرداد و شهریور 1400)

In the current business scenarios, environmental issues have played an important role and over the past decades, environmental sustainability has been at the top of the international policy agenda of many countries and therefore the word green has become a common word in the business world today. Has been. The present study is theoretical in terms of purpose and interpretive-analytical in nature, and in it, library and documentary information collection tools used. Analysis of studies showed that packaging plays a key role in reducing the environmental effects of products and logistics. Green labels serve as a promotional tool by providing information to consumers. Studies show that consumers today are more concerned and aware of environmental problems and gradually their behavior Have changed in favor of its protection, and with the advent of this event, a new market for green products has emerged and active consumers have highlighted its importance. Therefore, obliging various industries and companies to green marketing is an important step in order to preserve and protect environmental resources and capital, and there should be clear and specific rules for the movement of companies and firms towards green marketing in the country. To be.

Chinese consumer culture has recently changed due to the growth of China's middle class, the rise of China's cruise market, and the growing interest of Chinese consumers in pursuing luxury experiences. However, research on luxury consumerism has traditionally focused on luxury goods. How luxury value can be created in the experience of consuming luxuries and what the result of producing luxury value may be remains unknown. Considering maritime tourism as a field of research, this study examines the relationships between maritime travel experience, luxury value and loyalty. Two rounds of surveys were conducted in mainland China (N = 1200). The results show a hierarchical structure of the cruise experience, offering a unique perspective compared to conventional research of the tourism experience. In addition, a comparative analysis was performed that included first-time and iterative cruise passengers. These findings also highlight the prominent role of quality perception in its inner feeling in creating consumer loyalty. Therefore, cruise ship passengers seem to make a lot of sense in determining their loyalty.

Consumers use branded items (e.g. product images) on social shopping websites (e.g., business integration sites and social media) to play an important role in online selection, which in turn It has important implications for fashion brands. Consumers are not just passive recipients of a brand's marketing message, and now, by combining brands and introducing them to others, creating new relationships with the brand, and revising the brand classification, they are actively involved in brand co-production. We use behavioral data collected from two communities on a popular social shopping site (Polyvore.com) and use a clustering technique to show that customers choose a variety of brands and an implicit association with the brand name. Is created. We also review fashion showcases to understand the factors that increase the popularity of these products. By looking at consumer care behavior on social shopping sites, fashion brand managers can understand the ways in which consumers create a common image of their brand.

The main purpose of this study is to investigate the importance of verbal rewards on managers' self-determined motivation. Therefore, to achieve this goal, the information has been collected in a review using the documentary-library method. The results show that self-determination motivation should be considered as an important factor in reducing burnout and increasing job motivation, which is possible through verbal and executive rewards. Therefore, officials and managers in organizations are advised to create an atmosphere of support in the organization to encourage employees to be independent and support their opinions, determine the importance of the duties of each employee, give people a sense of control over the job And programs such as job enrichment and participation in work to increase the level of self-determination and its desired consequences.

With the increase in population and the growth of human societies and the rapid development of technology and social networks and information, special attention is paid to the elements of marketing mix (product, pricing, promotion, distribution). In order to achieve a competitive advantage, the distribution element plays a more prominent role than other elements. The present study was conducted with the aim of reviewing capillary marketing and its method is descriptive in terms of purpose. Also, the method of data collection is library. Capillary distribution has advantages and disadvantages. The company that produces the product gets many benefits from mass distribution in the first place. There are also significant benefits for those who sell these compactly distributed products, ie retailers. The many brands they have for each product make them a great choice. It seems that the capillary distribution system will have a bright future and due to the increase in consumer brands, the company that has more power in this distribution channel will have more market share.

This study examines recent research on the role of digital marketing in consumer behavior, which focuses on three dimensions: (1) mobile applications, (2) social media platforms, and (3) Electronic word of mouth. The main purpose of this study is to clarify the role of digital marketing on consumer behavior with a particular focus on the tourism sector. This study helps guide the future advances of digital marketing in the field of tourism by strengthening the body of related science and knowledge. The literature thoroughly demonstrates the importance of digital communications for tourism competitiveness, word-of-mouth marketing, tourist behavior, and their use of social media and mobile applications. This study also participates in the academic field by identifying some gaps in existing research and providing a blueprint for both future research and a possible roadmap for decision makers.

Studies show that one of the best ways for an organization to grow and excel is to build and nurture communities in the digital world. The great importance and impact of banks in the development of society requires their strong presence in the field of digital and social networks. Social networks have become a powerful force in shaping various aspects of business. This effect can be evaluated from different aspects. Customer movement towards new media, low effectiveness of advertising, the importance of word-of-mouth advertising, especially in cyberspace, access to a large number of customers and markets, limited opportunities such as cyberspace in creating and developing communication, social networking capabilities in providing And selling products, strengthening the brand is one of the most important effects of social networks in business. Banks, as one of the most important players in the field of business and commerce, are no exception to this rule, so that we see their more active presence in social networks every day. In line with the strategies adopted, they pay special attention to social networks as a new paradigm in dealing with their customers. For this reason, in this article, we will take a look at social networks and the future of banks' relationship with their customers in this way.