نشریه مدیریت بازرگانی و علم اطلاعات
سال دوم شماره 1 (بهار 1402)

Nowadays, in order to recognize, understand and fulfill the needs of customers as well as take advantage of their ideas and finally provide the best products (goods and services) and continuously improve their performances, businesses need to establish easy, effective and long-term communication with their customers. Due to the growth of the Internet and the increase of users of the digital space, one of the most effective tools for establishing this type of communication is the use of digital marketing. The digital space and related facilities and tools have rapidly transformed the business ecosystem. The purpose of the present research is to examine the impact of digital marketing on purchase intention with the moderating role of specific value. The present research method is a survey. The statistical population of this research includes customers of wood industry machinery manufacturing companies, simple random sampling method using Cochran's formula for unlimited population, the sample number is 384 people. Maher and Mohammad (2022) questionnaire was used to measure digital marketing variable, purchase intention and brand value. In order to test the hypotheses, Structural Equation method and Partial Least Square analysis test have been used. The research results indicate that digital marketing has a positive and significant effect on purchase intention with the moderating role of brand equity.

The present study is an applied descriptive survey study that investigates the effect of electronic methods of word of mouth marketing on the intention to use banking with regard to the role of trust and customer engagement among Bank Mellat customers in Tehran, for this purpose 385 people through Available sampling was selected to answer the questionnaire as a data collection tool and the collected data were analyzed after checking the validity and reliability of the questionnaire and its standardization through structural equations and Smart PLS software. The results showed that the quality Argument, capacity, stability and credibility of the source have a positive and significant effect on trust in banking and the intention to use mobile banking, but the volume of marketing has only affected the intention to use mobile banking. Customer engagement also moderates the relationship between word-of-mouth electronics and banking trust. According to the results of the research, it can be said that Bank Mellat and other banks can use electronic methods of word-of-mouth marketing to develop and expand their activities.tomer engagement also moderates the relationship between word-of-mouth electronics and banking trust

The aim of this research is to investigate the effect of online platforms' features on brand loyalty, taking into account the mediating role of customer satisfaction (the case study of Snap application users). The current research is based on the purpose of developmental and applied research, and in terms of the research method, it is descriptive-correlation based on structural equations. The statistical population of the research includes the users of the Snap application, and due to the large number of the population using multivariate regression analysis, the sample size was estimated to be 110 people. In this research, the available sampling method was used and a questionnaire was used to collect data, the questions of which were adapted from valid questionnaires to the number of 25 specialized questions and 4 demographic questions, the validity of which was calculated by convergent validity. And its divergent and reliability was confirmed through Cronbach's alpha index. In the statistical analysis, structural equation modeling approach and SMART PLS and SPSS software were used. Based on the results, perceived ease, perceived usefulness and entertainment have a significant effect on customer satisfaction in Snap application users. Customer satisfaction has a significant effect on brand loyalty among Snap app users. Perceived ease, perceived usefulness, and fun have a significant effect on brand loyalty considering the mediating role of customer satisfaction in Snap app users.

In today's competitive world, organizations need to use advanced marketing knowledge, techniques, and research to survive. This study, which is of applied and survey type, aimed to investigate the relationships between selected marketing mix efforts (product and price), customers' purchase intention, and brand equity (brand awareness and associations, perceived quality, and brand loyalty). The marketing mix components are the company's key efforts to sell, and the customer's purchase intention is their likely outcome. Also, the dimensions of brand equity have been placed as a mediator between marketing mix efforts and customer purchase intention. Our statistical population is the customers of Hacoupian Clothing Company, and based on Morgan's table, 437 of them were selected by simple random sampling. In addition to library studies, the data collection tool was a questionnaire whose validity was confirmed using confirmatory factor analysis and its reliability was confirmed through Cronbach's test. Structural equation modeling (SEM) with PLS technique has been used to measure research hypotheses. The findings of this research, extracted using SPSS and SmartPLS software, show the positive and significant impact of the product and price components of the marketing mix efforts of Hacoupian Co. on all three dimensions of its brand equity. All three dimensions of brand equity also affect positively customers' purchase intentions. Also, the product and its price do not directly affect the purchase intention of customers of Hacoupian Co. and only lead to the purchase of customers due to its brand equity. One of the most important results of the research is that the current sales of the Hacoupian Co. owes to its past branding; This branding has been created by various efforts, the most important of which is the previous marketing mix.

The present research is trying to investigate the effect of service quality on repeat visits, repurchase intention and word of mouth advertising with regard to the mediating role of customer trust and satisfaction in the online purchase of health and cosmetic products so that businesses can provide effective solutions and corrective measures. And proactively, they can increase the amount of revisits, repurchase intentions, and word of mouth from online shopping for cosmetics; The aim of the current research was to investigate the effect of service quality on repeat visits, repurchase intention and word of mouth advertising regarding the mediating role of customer trust and satisfaction in the online purchase of health and cosmetic products (case study: Mahland Cosmetics website). The current research method is a descriptive survey method, and in terms of its purpose, it is considered part of applied research; the instrument of the current research is a questionnaire, the validity of which has been confirmed by the supervisor and marketing experts of Mahland Cosmetics Company, and its reliability for each variable is more than 0.7. The statistical population of this research includes all the customers of Mahland online shopping for cosmetics and health products who have experienced buying cosmetics and health products online. Karjesi-Morgan, there are 384 persons, 420 questionnaires were distributed by available sampling method and 384 complete questionnaires were collected; The analysis of research hypotheses has been done according to structural equation modeling analysis and the use of Lisrel software version 8.80, and the results show the effect of service quality on customer satisfaction and customer trust, confirming the effect of customer satisfaction on repurchase intention, confirming the effect of satisfaction Customers have had a repeat visit and finally confirmed the effect of customer trust on repurchase intention, word of mouth advertising and repeat visit to the Mahland cosmetics site, while customer satisfaction has not affected the word of mouth advertising of the Mahland cosmetics site.

Management consultants are considered as one of the most important suppliers of ideas, solutions and new management methods, and among them, the role of marketing management consultants is very important. This research seeks to discover the dimensions of the quality of marketing management consulting services and present them in the form of a model by using Glaser's emerging approach of grounded theory. The approach of this research is qualitative and the community of participants includes marketing management consultants active in the country. The data required in this study were collected through in-depth interviews with 12 marketing management consultants who were selected using snowball sampling method and the selection of these participants continued until reaching the theoretical saturation stage. The data collected using semi-structured interviews were coded in three stages using MAXQDA2020 software. After analyzing the resulting data, which led to the identification of 436 primary codes and 69 concepts, the model of the quality dimensions of these services was obtained, which was validated using data consensus techniques, researchers' consensus, method consensus, member control, and acceptability index. Based on this model, the dimensions of the quality of marketing management consulting services include 11 dimensions, which in order to better understand the model, these dimensions are categorized into 4 groups: input quality dimensions, service quality dimensions, output quality dimensions, and outcome quality dimensions.