فصلنامه چشم انداز مدیریت بازرگانی
سال بیست و یکم شماره 1 (بهار 1401)

The present study was conducted by combining previous research with the aim of providing a comprehensive picture of the components of the role of influencers on marketing. The research methodology is qualitative with a meta- synthesis approach. Accordingly, after searching the databases, in the period of 1385 to 1400 for domestic researches and 2000 to 2021 for foreign researches, 134 related studies were evaluated and finally, after multiple screenings, 58 articles were selected. Using seven-step model of Sandelowski and Barroso, the findings of 58 previous studies related to the objectives of the study were reviewed, aggregated, combined and interpreted. With the help of coding method, 28 codes, 6 concepts and 2 components were identified and validated through Kappa Cohen coefficient. Then, the role model of influencers on marketing was presented and drawn. The results of this study showed that despite the many benefits of using influencers in marketing, if not done with the right knowledge, it will lead to negative consequences for business and brand. Finally, in line with the research results, suggestions for the correct and appropriate use of influencers in marketing are presented.

Shared economics platforms have created new business models that have changed the way customers feel and express their experiences. Companies operating in the context of corporate economics are startups and the main players in the corporate economy are consumers who constantly create value with companies and other consumers. Value co-creation is the process of cooperation between the customer and the supplier in co-ideation activities, co-design, and co-development of new products. Therefore, the present study seeks to identify the antecedents of value co-creation in startups in the context of the sharing economy.

In this study, semi-structured interviews were conducted with 10 experts in the field of start-up economics in Iran. These individuals were selected by the purposive sampling method. The collected data were analyzed by a thematic analysis approach. By analyzing the data, 131 basic themes were extracted and from these themes, 32 organizing themes and 8 global themes were obtained.

The antecedents of value creation in startups in a shared economy environment include "Consumer Ethical Perceptions", "brand strength", "relationship marketing", "expected values", "customer experience", "sustainability", "Helping business growth and development", and "infrastructures". The reliability of the qualitative data analysis was calculated through the Cohen’s Kappa coefficient, which was in good condition.

Based on the results of the research, it was found that startups in the field of the sharing economy must, first of all, know what is important for customers and what is needed to form value creation.

focusing on the brand and its different aspects have been considered by researchers from the past to the present. In today's competitive markets, the brands have been able to survive that benefit from customers’ opinions through constructive communication. This study aims to design a model of brand co-creation behavior with the customers.

This research is applied development in terms of purpose, and its study approach is qualitative and exploratory in nature. The meta-synthesis method has been used to design the model in this research.

By reviewing previous researches in seven stages of the meta-synthesis process and categorizing and analyzing researches in the form of 3 categories, 10 concepts, and 37 codes, a model of brand co-creation behavior including antecedents, co-creation behavior factors, and consequences Presented.

The results showed that today, customers can create highly commercially attractive ideas and become a kind of business partner, thus meeting the broad needs of customers.

Since consumers are the turning point of all activities; recognizing their citizenship (voluntarily) behavior is important. Due to the globalization of markets and the arrival of foreign goods into the country, consumers’s attitude of foreign products can effect on this behavior. The purpose of this study is to investigate the factors of customer citizenship behavior and the consequences of this behavior, focused on customers of foreign products (using home appliances), and to design its model. In the qualitative part, data theory was used and in the quantitative part, structural equation modeling was used. The study population consisted of quality part, home appliance industry experts and university professors, and in the quantitative sector, home appliance consumers.The sampling method of qualitative part was purposive and in the quantitative part, non-probabilistic sampling was available. After qualitative analysis of the interview data, the model of customer citizenship behavior was presented. Quantitative test findings confirmed the research model and showed that the type of customer attitude has a significant effect on customer citizenship behavior. There is a significant relationship between customer citizenship behavior and consequences (purchase, repurchase, profitability, purchase intention and competitive advantage), there is a significant relationship between contextual factors (economic factors, political factors, social issues, cultural issues and individual characteristics of customers) and customer citizenship behavior and between intervening factors (producer behavior and seller behavior) and customer citizenship behavior. The findings also confirmed a significant relationship between strategies (the role of the government and the role of companies) with customer citizenship behavior.

Studies show that advertising on social networks can affect customers' attitudes toward the brand and advertisement; this, in turn, affects the intention of customers to buy. The hidden pleasure is one of the factors that has been considered in modern marketing advertisements. Therefore, this study was conducted to present a model that investigates the effect of hidden pleasures in social media advertisements.

This study is an applied study in terms of purpose, survey-exploratory in terms of approach, and qualitative in terms of research type. The statistical population of this study was a group of experts who were interviewed and analyzed with the theme analysis approach.

Two categories of characteristics affect the degree of heterogeneity perceived in the content by an audience: personality traits and the social status of the audience. This heterogeneity forms the hidden pleasure in the audience and finally leads to internal and external (behavioral) consequences.

The results of the study led to the presentation of a process model in the field of the effect of hidden pleasures in social media advertising.

The present study aimed to find the reasons for consumers behavior change in ride-hailing innovation ecosystem in Iran.

This research is applied in terms of purpose and used a qualitative approach. The present study has used causal layered analysis. This research has tried to study the phenomenon by using a library research and Delphi technique consisting of 18 academic and business experts.

There are several reasons for consumers behavior change in ride-hailing innovation ecosystem at four levels of litany, system, worldview and metaphor and myth. The most important findings were at the systemic level and metaphors and myths. System-level findings include the use of information technology tools, new mega trends, sharing economy and increasing productivity. Findings at the level of metaphors and myths also include the innate human tendency for maximum ease, the innate human tendency for the least uncertainty, the need for transparency, the tendency to save the most resources and time.

Consumers' expectation of continuous improvement is likely to lead to more innovations in this ecosystem., the emergence of new actors to achieve greater ease, greater transparency, reduce uncertainty and save more resources and time is expected.

Instead of communicating through storytelling, story-based advertising impresses the audience cognitively and emotionally through the induction of meaning in their life, and they are transferred to the all-encompassing world of concepts and abstraction through storytelling. The purpose of this study is to investigate the effect of brand storytelling on brand trust with the mediating role of brand originality.

The method of this research is applied in terms of purpose and descriptive-survey in terms of nature. The statistical population of this study was all customers of Digi Kala online store in Tehran. A statistical sample of 384 people was selected. The sampling method is also simple random. For construct validity, content validity test, convergent and divergent, and for reliability, Cronbach's alpha test, combined reliability and factor loads were used. The software used to perform data analysis is Smart PLS software version three.

The findings showed that the validity and reliability tests were finally confirmed, also the results showed that all research hypotheses were finally confirmed.

It was found that the dimensions of brand storytelling, including anthropology, attractiveness and symbolism in social networks and awareness about them, increase brand trust among customers. Also, as long as the brand has a certain originality and background, the relationship between storytelling about the brand and trusting the brand will increase.