نشریه مدیریت تبلیغات و فروش
سال چهارم شماره 2 (پیاپی 14، تابستان 1402)

The final goal of the current research was to present the blogging model of sales in social networks. The review of research literature shows that sales blogging is used as a type of marketing strategy in the field of e-commerce and online sales. This method is composed of the combination of the words "blogging" which refers to the activity of creating content and writing content in a blog, and "selling" which refers to the promotion and supply of products and services to the targeted through different channels. In this How a person or company selling their goods or services uses blogs as an effective tool to provide interesting and useful content about their products or services. The research method of this research is descriptive in terms of purpose and qualitative in nature. In this research, with the help of database tools, the 5-factor model of Strauss and Corbin (1998) was extracted using semi-structured interviews with experts until the saturation limit was reached, which included 542 codes in the form of 35 subcategories and five main categories. The results obtained from this research can be used in most brands and personal or company online stores that are interested in selling on social networks.

Today, one of the main problems of cosmetics and health internet businesses is in the image of the business brand and creating and presenting the appropriate corporate brand image. In this regard, internet advertising can be useful as an effective tool in the field of brand image of this type of business. The current research was carried out with the aim of designing an internet advertising model for the image of the brand of cosmetics and health online businesses using the Grounded theory method. This research is an exploratory-applied research. Qualitative research method was used to design the model. The community of participants in the qualitative section includes 20 experts related to the research topic. Sampling was done non-randomly and with a targeted method. The data collection tool was a semi-structured interview, and the grounded theory method was used to analyze the collected data. The research findings showed that the causal conditions including the production of advertising content, the use of advertising technology, the emotions and desire of customers, and the management of communication with customers are effective on internet advertising. Internet advertising as a central phenomenon, along with the identification of competitors and target customers as intervening conditions and trustworthiness and brand credibility as background conditions, have an effect on the strategies and actions that are the business marketing strategies under investigation. Finally, by using appropriate marketing strategies, you can achieve consequences such as brand image, increase in customers and profitability, and gain a competitive advantage. The result includes the design of a new research model in this field and expresses the impact of internet advertising on the brand image of online cosmetics and health businesses.

This research was conducted with the aim of investigating the managerial barriers to the development of sports facilities and facilities, emphasizing the economy of resistance of sports facilities and facilities in Shiraz. In terms of the research method, it is applied research that is done in a combined way. The statistical population of this research included all professors and managers of government sports facilities in Shiraz; Sampling has been done purposefully. A qualitative approach with open and axial coding and interpretive structural modeling has been used to analyze the data. According to the findings of the open and central coding, it was found that the managerial barriers to the development of sports facilities and facilities with an emphasis on resistance economy include social barriers, human barriers, lack of quality of domestic products, chronic and stable budget deficit, economic barriers of the country, structural barriers. , wear and tear and low quality of sports facilities, lack of sufficient authority and weak skills of upstream and downstream managers, now they are interpreted separately for each of these factors. The results of the research showed three obstacles, i.e. economic obstacles of the country, structural obstacles, and lack of product quality internal are placed on the first level and are considered the most important obstacles. Also, on the second level, the obstacles are the lack of skills of upper and lower managers and the lack of sufficient authority. On the third level, there are the obstacles of wear and tear and low quality of sports facilities and chronic and stable budget deficit. Finally, there are social barriers and human barriers. The country of Iran is facing economic problems and limitations and its non-compliance with the ruling structures of the world in various fields. It is the understanding of these limitations in sports that clarifies the importance of implementing the general policies of the resistance economy.

Productive human resources are considered the most important capital of the organization, which can cause change and transformation in other organizational factors and provide basic results. If until the past decades, the superiority of a country was measured by the amount of manpower, modern weapons, strong army, vast land or extensive underground resources and veto power in international assemblies, from now on, the power of a country depends on the quality of manpower and the level Its efficiency depends. The purpose of this research is to rank the factors affecting the organization of human resources with a green approach using multi-criteria decision making indicators in the General Tax Administration of Ilam Province. The statistical population of the study is 25 academic elites and tax system experts who were selected by purposeful and snowball sampling. This research is practical based on its purpose. From the point of view of how to collect information, it is a type of mixed descriptive-analytical research. In this research, Rahimi et al.'s (1400) questionnaire was used to collect information. TOPSIS method was used in this research to rank the factors affecting the organization of human resources with a green approach using multi-criteria decision-making indicators in the General Tax Administration of Ilam province. Based on TOPSIS results, community-related outcomes ranked first. Organizational goals and lack of attention to the interaction space of the organization with the society have won the second rank and setting up the information system has won the third rank.

The increasing data resulting from the users' activity in the internet, social networks, cloud computing, sensors, and mobile phones has created a large mass of marketing big data. The continuous processing of this data aiming to understand the fundamental relationships, frameworks, and models has become a necessity. This paper investigates the functions of big data in marketing, and it tries to propose a model for this purpose by meta-synthesis. In this research, 47 resources were identified and prioritized by studying the applications of big data in marketing. The model extracted from the research findings can be classified into four areas: the strategic value of big data in marketing, the informational value, the generation and regeneration process, and the model nucleus. Accordingly, the strategic value of big data is studied at the first layer. Also, the increased awareness, intellectual decision making, improvement of competitive positions, etc, are raised at this layer. This layer can affect the second level i.e.the informational value, and finally, it will exert its effect on the process of generation and regeneration of big data in marketing decisions and policies in a synergetic process. The effects of this model can influence the process of customer retention and attraction that can be referred to as the model nucleus.

; it seems that till now, there has been no research to present a comprehensive pattern in the field of sales management especially in the retail industry, with the qualitative method. In order to fill this gap, the present qualitative research is designed to provide a comprehensive sales force management framework in Refah chain stores in Mazandaran Province. This Research has been compiled in two sections. In the first part, by using the Bibliometric method, the important keywords were discovered and the co-occurrence map of keywords were drawn in VOSviwer Software. In the second part, because the keywords from the first step were ineffective and limmeted; researchers tried to identified the exact component of sales force management with using semi-structured interview and thematic analysis. For this purpose, the six sales manager were selected with the help of targeted sampling method. By analysing the data, 125 codes(Basic thems) and 37 sub-themes were identified and categorized in 6 main themes including: “Organizational Planning”, “ Planning of Financial Programs”, “ Social improvement of sales force”, “ Diagnosing the sales force problem”, “ Control of sales force” and “ Correction of deviatations” . at the end the framework of sales force management in Refah chain store was drawn.

Improving customer attitudes is a necessary condition for success in achieving real estate marketing goals, which can be achieved through customer experience management. The purpose of this study is to present and validate the customer experience management model in real estate marketing. The current study is an applied-developmental study in terms of its purpose, and in terms of the method and time frame of data collection, it is a cross-sectional survey research. A questionnaire was used to collect data. The reliability of the questionnaire has been checked using Cronbach's alpha and composite reliability. Also, content validity and convergent validity have been used to validate the questionnaire. The statistical population of this research includes real estate marketing managers in the model presentation section and real estate customers in the model validation section. In the first step, an initial model was designed using structural-interpretive modeling. The structural equation model method and AMOS software have been used to validate and present the final model. The results showed that the mixed variables of marketing and customerism have a high power of influence and have a low influence, so they are independent variables. The variables of customer trust and customer experience also have the same influence and dependence, so they are linked variables. The real estate marketing variable also has high dependence but little influence, so it is considered a dependent variable. Therefore, it can be acknowledged that the combined components of marketing and customerism affect customer trust and customer experience.

Considering the removal of energy and natural resources items from the list of countries' exports and the need for the prosperity of the country's economy in the non-oil export sector and not depending on a single-product economy, it seems that the export of minerals can be a useful tool. It will be necessary to make policies in the field of increasing non-oil exports. The aim of the current research was to provide a model for the development of export of mineral goods through special economic zones (case study: Hormozgan Special Economic Zone). The current research has a practical approach and its purpose is to present a model of the export pattern of minerals through special economic zones. At first, the researcher used the qualitative research method and the data approach of the foundation and interviewed seventeen experts and customs managers and managers of mineral export companies through the analysis of the interviews and using open, central, selective coding and data analysis. Manually, he identified the effective factors and presented the pattern of mineral exports, and in the second study, using a quantitative method, while preparing a questionnaire, he provided it to 384 people. The researcher has presented the results of his research in the form of a model, including six main dimensions, including structural factors, exports of minerals, Iran's advantage in exporting minerals, updating customs laws, environmental conditions and promoting the marketing of minerals, and thirty one sub-dimensions. .

With the start of the Corona pandemic crisis, the supply of public and private services in electronic form has become more and more desired by government leaders and business managers and economic activists such as insurance industry players. The increasing growth of the crisis in most countries created the background for fundamental changes in the way of economic activity in many industries such as the insurance industry. Therefore, emphasis was placed on the growth and development of electronic services. The purpose of this research is to formulate and validate the model of customers' trust in electronic services in the insurance industry during the Corona pandemic period. The present research is from the point of view of positivist paradigm and in terms of applied cognitive audience, in terms of survey method and in terms of time domain in the field of cross-sectional research and in terms of Data collection is also field. The data collection tool in this research is a standard questionnaire, which contains 22 questions to measure all research variables. Content validity was confirmed by CVI and CVR tools by a panel of experts. The construct validity of the measurement model (divergent validity + convergent validity) was measured through mean variance extraction, Fornell and Larker tests and multi-trait and multi-index matrix and model reliability using Cronbach's alpha coefficient, composite reliability, shared reliability, checking and confirming became. The statistical population of the current research is made up of customers of the insurance industry. Using G power sample size determination software, 234 people were examined as the final sample of the research at the alpha level of 0.1 and the test power of 0.85%. Hypotheses were tested according to variance-based structural equation modeling algorithm using SPSS, 24 and Smart:PLS, 3 software. The results showed that trust in the Internet, quality of information and quality of services have a predictive role in trusting electronic services. Also, information sharing, in addition to having a positive effect on trust in electronic services, has a moderating role in the relationship between trust in the Internet and trust in electronic services.

There are many methods to calculate the credit risk of customers of an individual or an institution, but in this article we seek to predict the amount of credit risk of customers in different sectors such as industry, agriculture according to economic indicators such as exchange rate fluctuations. These calculations will determine the amounts required for allocation to different departments and cities at the beginning of each year so that the minimum amount of risk occurs. In this research, using the data related to the banks of Semnan province, we have calculated the amount of credit risk of customers in different departments and in different cities, in such a way that by using clustering, we first examined the factors affecting non-repayments. then we have given scores to each cluster using clustering, then we have calculated the score of each city in each section using the return score of facilities and clustering. According to the numerical results, we conclude that Shahroud is known as an agricultural hub in Semnan province, so the allocation of agricultural resources is better in this city, and on the opposite point, Aradan does not have a good situation in agriculture at all. Also, Semnan is an industrial hub, and for this reason, the allocation of industrial sector loans in this city is more efficient, on the other hand, Miami is not an industrial city at all and should not receive funding in this sector.

Internet shopping is basically the process of buying goods or services using the Internet. Nowadays, Internet shopping is called as the factor with the greatest growth in the virtual space; The general online shopping process, when potential consumers perceive a need for some good or service, they go online and search for information about that need; But in most search activities, potential consumers' needs are captured through information about products or services. They then evaluate the options and choose the one that best fits their criteria for meeting the need. Finally, a transaction is made and mail order service is provided.The present study seeks to provide a conceptual model to explain the pattern of customers' purchase intention in online shopping behavior by considering the variable of online brand trust and uses the foundation's data strategy, which includes open, central, and selective coding, in order to achieve the research pattern model. has taken.The research findings in six categories include causal conditions such as the user-friendliness of the website content, background conditions such as the appropriate arrangement of products on the website, intervening conditions such as the user-friendliness of the website design, central conditions such as having an image of the iElectronics icon, strategies such as Market research and results such as brand recommendations are provided to others.

This research was carried out with the aim of evaluating the development of the export of oil products in the oil industry in line with the role of policy making. The research is applied in terms of purpose, exploratory in terms of approach, and mixed (qualitative-quantitative) in terms of data analysis. In the qualitative phase of the research and in order to design the model based on the foundation's data theory methodology, a group of experts were selected and subjected to in-depth interviews. In this phase, the purposeful sampling method was used and this process continued until the theoretical saturation was reached. In the quantitative phase, senior, middle and operational managers, heads of units and experts of oil refining companies in Tehran were considered as the population. And people were selected based on stratified random sampling method. The findings led to the identification of the causal conditions, background conditions, intervening conditions, category-based, strategies and consequences of the development of the export of petroleum products in the oil industry. In the quantitative phase, the main tool of data collection was a questionnaire. SPSS and LISREL software were used to perform descriptive and inferential analyses. The findings of this research indicate that in order to develop the export of petroleum products in the oil industry, managers should pay careful attention to all the categories and subcategories identified in this research based on policy in different sectors.

In general, the use of organic food has an essential role in food security and the health of the community, which requires proper information and awareness, so the question arises of how to identify the potential and actual capacity of organic food production, especially in the city of Tehran which provided the ground for its development and prosperity. In this research, effective factors in the viral marketing of organic food have been identified, modeled, and weighted. By reviewing 90 scientific papers using the Meta-synthesis approach affecting factors were identified. Then the TISM based on experts' opinions was used to determine the model. Finally, by implementing the FANP, ranking and determining the importance of the factors done. Based on the analysis, it was determined that nine factors affect the viral marketing of organic food. These factors were classified in an interpretive model with five levels. The first level is the market conditions, the second level is the target society, the third level is technology and price, the fourth level is the consumer, the presentation method (implementation), and value creation, and finally, the fifth level is desire (motivation) and trust. Also, using FANP, it was determined that the presentation method, the value of the message, and the consumer are the most important, and the factors of price and market conditions were ranked second. This result shows that in attracting the customer, the necessary information should be given to the customer so that he has full knowledge of the product.

This research presents a digital marketing model based on virtual gaming in electronic banking. This research has a practical approach. In terms of nature, it is included in mixed methods (exploratory-descriptive). Research data has been collected through five-choice Likert questions included in the research questionnaire. In this research, in order to analyze the data obtained from the questionnaire, according to the statistical needs, SPSS.V24 statistical software and pls.V3 structural equation software were used in the form of descriptive and inferential statistics in the form of linear and multiple regression. Cochran's formulas were used to select the sample size in the quantitative part of the statistical population, the number of which is 384 people for the unlimited population. Also, the results of the quantitative section showed that the causal conditions affect the marketing of the game; Game marketing and intervention and contextual conditions have a significant impact on the strategies and research strategies on the outcomes among the customers of Bank Sepe Shahr in Tehran.

The purpose of this research is to investigate the impact of SMS marketing (personalized messages, interactive messages and general messages) on consumer perception of brand value (brand awareness, brand associations, perceived quality and brand loyalty). The current research is practical in terms of purpose and quantitative-experimental in terms of methodology. The statistical population of the present study is made up of mobile phone users, and among them 400 people who were selected by simple random sampling form the research sample. In data analysis, descriptive statistics techniques have been used to describe the demographic characteristics of the sample and inferential statistics including structural equation models have been used to test the hypotheses. The software used for data analysis are "SPSS" and "Amos" software packages. Based on the results of the research hypothesis test, SMS marketing has a coefficient of 0.98 on brand awareness, with a coefficient of 0.65 on brand associations, with a coefficient of 0.45 on perceived quality, and with a coefficient of 0.75 on brand loyalty. , has a direct effect. SMS marketing has a greater effect on brand awareness with a coefficient of 0.47, a greater effect on brand associations with a coefficient of 0.54, a greater effect on perceived quality with a coefficient of 0.52, a greater effect on brand loyalty with a coefficient of 0.56. When SMS is not allowed (in the mode of sending messages with the customer's permission).