نشریه کاوش های مدیریت بازرگانی
پیاپی 31 (بهار 1402)

The expansion of e-commerce is one of the tangible effects of the development of Internet technology and the widespread use of a variety of mobile applications and platforms. Today, even the social interactions of individuals have changed under the influence of this development the results of which can be seen in online communities. This change in interaction and communication has transformed e-commerce into social commerce. In this context, customers rate various goods and services, review other people's opinions, participate in forums, share their experiences, and recommend some products and services. Social commerce is influenced by social media. In this new situation, consumers support each other through their opinions and points of views. Concepts such as trust naturally undergo a fundamental change, especially since the concept of trust has become very important due to the virtual nature of most activities and interactions in cyberspace. In general, trust in online literature is very significant. Due to this importance, the role of consumer social interactions in building trust through social commerce constructs has been investigated in this study. The study aims at the role of these structures on trust and intention to buy. Along with the basics of social commerce, the perceptual risk of the customer, which is an important obstacle to the decision to buy e-customers online, should be emphasized. When consumers change, postpone or cancel their purchase, it is an important sign of a perceived risk. Perceived risks can be defined as specific operational, financial, fraud, and delivery risks that affect customers' attitudes toward social trading sites. Therefore, considering the increase of social business popularity and its application especially its role in online commerce, it is so valuable to study of the most important structures affecting it so as to guide managers for making optimal and efficient decisions as well as helping customers decision to buy and guiding their right and suitable actions. From the perspective of social trade structures, no study has been done in Iran. In this case, the present research is a novelty. It seeks to answer the question of how social commerce, trust, and perceived risk affect the attitude and intention of customers to purchase from social commerce sites.

The aim of the study is to investigate the effect of social commerce constructs, trust and perceived risk on customer attitudes and intentions. The statistical population of the study included all the people who had purchased a product at least once from social networks and sites such as Telegram, Instagram, Snap Food and Divar. The data analysis and hypothesis testing were performed based on the Structural Equation Modeling (SEM) method using the AMOS software. According to the Cochran's formula, the sample size was 384 people at a confidence level of 0.95. The reliability of the study was also measured using Cronbach's alpha.

The aim of the research was to understand the effect of social commerce constructs, trust and perceived risk on the attitude and intention of customers to buy on social commerce sites. To this end, four direct hypotheses and three indirect hypotheses were developed and tested based on a structural model. The research results for the first and second hypothesis showed that social commerce constructs and perceived trust had a positive and significant effect on customer attitudes. For the third hypothesis, the significant and negative impact of perceived risk on customer attitudes was confirmed. Finally, the direct and significant effect of attitude on customer purchase intention was also confirmed. Based on the results of mediate (indirect) hypotheses, the attitude has a mediating role in the relation of social commerce constructs, trust, and perceived risk with the social commerce intention. Particularly, attitudes mediate the relationship of social commerce constructs, perceived trust and perceived risk with the intention of social commerce.

Overall, the results of the study showed that the three factors of social commerce constructs (associations and communities, rankings, and social recommendations), perceived trust and perceived risk (product risk, financial risk, fraud risk, delivery risk) have significant impacts on social commerce intention from social commerce sites. According to the first research hypothesis, social commerce constructs have a positive and significant effect on customer attitudes. Therefore, retailers should create the necessary infrastructure for social commerce constructs, have close interactions with customers, and listen to their opinions and experiences. The results of the second hypothesis showed that perceived trust has a significant and positive effect on customer attitudes. So, retailers and stores can gain and maintain the trust of customers by doing things such as secure transactions, protection of people's privacy, and proper after-sales service. The third hypothesis stated that the perceived risk has a significant and negative effect on customer attitudes. Therefore, retailers should produce and offer quality products that meet customer expectations, offer more discounts from traditional stores and at lower shipping costs, provide accurate information, and ultimately avoid delivering defective products to customers. Reduction of product risk, financial risk, fraud risk and delivery risk has significant impacts on customer attitudes. Finally, in the fourth hypothesis, the significant effect of attitude on social commerce intention was confirmed. According to Ajzen's Planned Behavior Theory, attitude significantly affects customer’s intent. Therefore, it seems necessary to study the factors affecting the attitude because it leads to social commerce intention.

In recent years, there have been more strategic approaches in accounting and management research to focus on potential connections between management control systems (MCS) and strategy for better performance in various organizational contexts. Research shows that within the Balanced Scorecard (BSC) framework, several organizations have achieved operational success by implementing and using MCS in line with organizational strategies. Much of the empirical research in this field follows a contingency approach and involves searching for systematic relationships between specific elements of MCS and the specific strategy of organizations. The focus of this article is more on the use of MCS than its design. According to the existing literature, MCS is mainly used in two types of management, namely diagnostic use and interactive use of MCS. These two applications determine how managers use their control systems to monitor the organization performance. Therefore, the impacts of diagnostic and interactive MCS applications on the relationship between strategy and organizational performance are examined here. This research has been conducted with the aim of investigating the problem of "how the use of MCS affects the relationship between business strategies and organizational performance". In order to expand the current understanding of MCS-strategy-performance relationships, the research is expected to achieve the following three

(i) To identify the nature of the mediating the effects of each MCS application (diagnostic application and interactive application) on the relationship between business strategies and the organizational performance of construction firms (ii) Gaining the knowledge of how business strategy affects organizational performance .(iii) Recognizing the interrelationships between the cost leadership strategy and the differentiation strategy.  Porter's framework of general strategies has been widely used as a basis for many studies and as the main typology of strategy in this research.

The current research is applied in terms of purpose, descriptive-correlational in terms of the nature of conduction, and a field study in terms of data collection. The statistical population included the senior managers of 500 construction companies in Razavi Khorasan. The statistical sample was determined based on Morgan's 220 sample table. Also, the simple random sampling method was used to determine the statistical sample size. Moreover, structural equation modeling (SEM) was done to test the path model, and Kolmogorov Smirnov test and multiple regression analysis were performed using the SPSS software to analyze the data.

The results of this study have significant theoretical and practical implications. The recent developments in accounting and management literature show strong claims about the fundamental importance of establishing a proper relationship between the use of MCS, business strategy and organizational performance. Since the past studies on the moderating effects of the two applications have not considered both diagnostic and interactive applications at the same time, the findings of this research are important. By testing the research hypotheses, this article has shown that the two applications of MCS significantly mediate the relationship between business strategies and organizational performance in construction companies. It can also be concluded that diagnostic use has a stronger effect on the cost leadership strategy in construction companies, while interactive use has a stronger effect on the differentiation strategy. Furthermore, it is concluded that the joint use of MCS has no harm, although the situation creates tension according to the conflict literature. It should be noted that the results of the first and the second hypotheses of the current research are consistent with the results of the studies by researchers such as Chebet et al. (2022) and Budiono et al. (2021). The results show a strong relationship between strategy and company performance. Also, in terms of the effect of the simultaneous use of diagnostic and interactive applications of management control systems on the relationship between strategy and performance, this research is similar to the one conducted by Arachchilage and Smith (2013) in Sri Lankan textile and clothing manufacturing companies.

Nowadays, for better performance in various organizational fields, there is a strategy-oriented approach focusing on the relationship between management control systems (MCS) and strategy. According to the existing literature, MCS is mainly under two types of management applications, including diagnostic application and interactive application of MCS. By using these two types of programs, managers determine how to use their control systems for the performance of the organization. Accordingly, we investigated the relationship between management control systems (MCS), business strategy, and organizational performance. To explain the results of this research, it can be stated that the two applications of management control systems (MCS) as mediating variables have a positive effect on business strategy and organizational performance. However, it was found that the mediating effect of the diagnostic MCS is more significant when the cost leadership strategy is used for organizational performance.Based on the results, some suggestions are made for future research. This research has brought important consequences for management performance. For better performance in the organization, it is necessary for the manager of the organization to implement a strategy-oriented approach in organizational activities by focusing on the potential connections between management control systems and strategy. Also, the manager should use a method of controlling systems to monitor the performance of the organization based on diagnostic or interactive management control systems (MCS). Diagnostic control systems enable the manager to control the status of different departments of the organization in terms of performance and health and eliminate the burdensome task of continuous guidance by managers. Interactive control systems require the attention and cooperation of all the members of the organization. Using the interactive control system, managers can set up dynamic plans with the cooperation of employees to react to environmental issues, threats and uncertainties.

The category of knowledge has always been the subject of human discussion, and its yield in the field of economics is the presentation of the knowledge-based economy concept, which emphasizes on the production and distribution of goods and services and takes into account the share of knowledge. Employment in the knowledge-based economy is characterized by increasing demand for highly skilled workers, and the member countries of economic cooperation and development tend to have high-tech intensive knowledge in the production and employment sectors. In developing countries, knowledge-based economy and knowledge-based employment are carried out in a scattered manner and a fixed and incomplete pattern. In Iran, the issue of educated unemployment in the provinces is one of the problems that has always attracted the attention of provincial officials. According to the statistics, 49% of the graduates of the universities in Yazd have bachelor's degrees, 26% associate degrees, 20% master's degrees, 2% professional doctorate degrees, and 1% specialized doctorate degrees in the fields of humanities, technology, engineering, art, medicine, basic sciences, agriculture and veterinary medicine. Most of the male graduates are in technical and engineering fields and humanities, and the female graduates studied humanities and arts. Most of the graduates are from the universities of the Ministry of Science, Research and Technology (20%), technical and vocational centers (20%) and Islamic Azad universities (19%). Most of the graduates of the province studied in Yazd, Meybod, Taft and Ardakan cities. According to the statistical yearbook of Yazd Province, the unemployment rate in the population of graduates or students studying in higher education is 14031, and the number of the unemployed is 45912. Therefore, one of the main problems in the province is the growing unemployment rate, especially among university graduates looking for a job. Also, the slow trend of sustainable employment and employment of students in the country hinders the full realization of the knowledge-based economy. In this regard, the present study seeks to provide solutions to increase the employment of knowledge-based people in Yazd Province.

Given the lack of theoretical foundations regarding the concept of knowledge-based employment and the need to recognize its dimensions and a comprehensive explanation of the factors affecting the development of knowledge-based employment in the field, this exploratory study is conducted on fundamental themes, dimensions and concepts through interviews with experts. In the target community, the other related sources were extracted and, at the same time, the data analysis and coding were performed using the Atlas IT8 software.

The process of analysis in theorizing began with the coding of the data, and then the relationship between the categories produced in the open coding stage was established. In this process, one category was recognized as the central or main category and then the other categories were set as sub-categories. Under the various headings of the paradigm model, the main category was related, and, in the last stage, the concepts were regularly related together. According to the results, the development of employment as a causal condition, the interaction of university, industry and government as a central category of information and communication technology, social capital, policy institution, innovation and marketing, education system and macroeconomic conditions of the country as institutional factors were identified as the context for regional development, economic growth, development of knowledge-based companies, and dissemination of collaborative learning based on mutual trust as strategies, interactions and actions. They provide a framework for the development of knowledge-based employment.

Interaction of university, industry and government in the context of institutional conditions such as institutional convergence, dissemination of institutional learning, cohesion and integration of the institutional structure of society under the influence of intervening factors such as information and communication technology, social capital, political institution, innovation and marketing, education system, and the macroeconomic conditions of the country lead to strategies of interaction and action such as regional development, economic growth and development, development of knowledge-based companies, and the dissemination of collaborative learning based on mutual trust. The result of these strategies is the development of knowledge-based employment with issues such as networking between academic institutions and knowledge-based companies, the consideration of science and technology policy as national assets, possession of a well-educated human resources, production of knowledge based on community needs in practical contexts, the activity of universities as scientific-economic institutions and academic groups as knowledge enterprises, improvement of technological capability in major industries, networking between academic institutions and private companies, activities and interdisciplinary learning based on real operational issues, and integration of science and technology by developing strategies and macro-policies.

Nowadays, customers have dramatically changed their behavior in line with technology and the world economic environment. Due to the development of online communication space, the increasing customer attention to this space and the amount of customers' online shopping, manufacturing and service businesses and brands seek to improve their methods and implement new models to develop customer relationships and increase their market share. Content marketing is one of the new approaches of attracting and maintaining customer participation on the Internet. Content marketing has a broad meaning and is, in fact, a strategic approach that focuses on the production and distribution of valuable, coordinated and appropriate contents so as to attract and retain target customers. Indeed, by creating a flow of relevant and attractive information, content marketing creates a credible image of the brand and the company. It helps to persuade customers to buy and retain the existing customers by providing useful, up-to-date and non-compulsory information.

Considering the importance of content marketing and the need to explain a model for it from different aspects, the present study was conducted to explain the structural, behavioral and contextual functions of content marketing in connection to the customer’s intention of revisiting the website.  This study seeks to examine the content marketing model and provide a context in which online stores are familiar with the components affecting content marketing and its role in the intention to visit again. This can help to produce and publish quality and effective contents to attract customers’ loyalty and influence their decisions.

In the present study, a mixed qualitative and quantitative method has been used. In the qualitative stage, the statistical population consisted of academics as well as marketing industry experts, especially in the field of e-commerce. Theoretical saturation was reached by interviewing ten randomly selected persons. In the quantitative stage, considering that the community is unlimited and according to the report of Digi Kala, the number of the users of this website was about 320 thousand people. The sampling was done through the available method, and a questionnaire was distributed among the customers of Digi Kala website in person, online (on social networks) and by telephone.In the qualitative stage, by a review of previous studies, open and semi-structured interview questions were designed and experts were interviewed. In the interview, the participants were asked for their views on the factors that generally influence the content marketing of online store networks, and key questions were asked to reach deeper layers of the concepts. After the data collection, open, pivotal and selective coding was performed, and the responses were coded and analyzed using the Max QDA software.In the quantitative phase, a standard questionnaire was designed based on the model extracted from the qualitative stage, by the questionnaire distributed among the Digi Kala customers, the data of this phase were collected, and the designed model was evaluated. The structural equation method was used to analyze the quantitative data, and the significance coefficient (t-value) and the path coefficient were used to find out the relationships between the variables and the test results of the hypotheses. The IBM SPSS Statistics software version 23 and the Smart PLS software version 2 were used for the data analysis. Based on the studied hypotheses, the structural model designed by the least squares (PLS) method was analyzed.

The results of conversations with different people showed that there is a high consensus based on 22 concepts in three categories of customer-oriented organizational culture, managers 'performance and employees' performance as the behavioral factors affecting content retrieval. Also, as generally inferred from the experts’ opinions, there are 23 concepts as influential factors in the field of contextual factors affecting content marketing. They are summarized in four categories including customer orientation, market orientation, platforms, technology and online shopping culture. According to the experts, 18 concepts serve as influential structural factors affecting content marketing. They are summarized in three categories including organizational work processes, site content and organizational performance. Also, based on the quantitative phase, it can be concluded that content marketing has a significant effect on the customer’s intention to revisit the shopping website.

The results of the qualitative section in this study showed that content marketing is directly affected by employees, managers and organizational culture as behavioral factors, site content, work process and organizational performance as structural factors, and market orientation, customer orientation and technology as underlying factors.

The success of tourism entrepreneurship projects in different destinations has always been affected by the stakeholders, and they also affect it. Without communication and cooperation with them, one cannot expect the realization of predetermined goals. Therefore, entrepreneurship in the field of tourism requires the consideration of the challenges that exist in the cooperation between the various stakeholders of the industry. In this regard, identifying and combining the views of all stakeholders can increase knowledge and awareness and reduce conflict in the long run. Nevertheless, how to create the necessary ground for the cooperation of tourism stakeholders in the entrepreneurial process is one of the serious challenges. In the face of this challenge, a collaborative approach to entrepreneurship has been proposed. Given the existence of a set of multiple stakeholders in the field of tourism, applying the collaborative approach in tourism entrepreneurship will be an efficient and effective strategy in promoting sustainable development. Accordingly, the general purpose of the present study is to develop a conceptual model of collaborative entrepreneurship in the field of tourism.

Given that the present study seeks to develop and present a model in the field of collaborative entrepreneurship in the field of tourism, in terms of purpose, it is in the category of developmental research. In the meantime, considering that this research seeks to identify cooperative entrepreneurship factors in the field of tourism and analyze them, in terms of nature and method, it is descriptive-analytical. Regarding the method of data collection and analysis, first, based on the inductive approach, the factors of the initial research model have been identified by reviewing the previous literature. Then, a structured questionnaire is used to validate the identified factors. The statistical population of the study includes the academics in tourism and entrepreneurship. In this regard, due to the lack of access to a list of the statistical population, sampling at this stage has been done by the snowball method. For analysis of the data, modeling structural equations have been used a variance-based technique.

In this research, the conceptual model of the research was tested through a structural equation model with a partial least squares approach. Accordingly, the relationship between collaborative entrepreneurship and characteristics, antecedents, and postoperative dimensions was evaluated. In general, the results showed that the dimension of antecedents, which includes components of joint project, complementary resources, interdependence, adaptability, flexibility, entrepreneurial orientation, trust, commitment and understanding, has a positive and significant effect on collaborative entrepreneurship (with a path coefficient of 0.711). The dimension of characteristics, which includes the components of social capital, intellectual capital, political capital, communication capital, discourse, consensus, coordination, participation and cooperation, has a positive and significant effect on collaborative entrepreneurship (with a path coefficient of 0.631). Also, the dimension of consequences, which includes components of economic value, competitiveness, partnership experience, welfare, effectiveness, risk-taking, knowledge management, creativity, and innovation, has a positive and significant effect on collaborative entrepreneurship (with a path coefficient of 0.824).

In recent years, we have always seen a change in the behavior of tourists, so that businesses in the field of tourism constantly try to survive by adapting their products and services to the wishes and interests of customers. The need for this is tied to entrepreneurship and tourism innovation. Nowadays, entrepreneurship is considered as the driving force of tourism, and providing services and products that meet the interests of customers depends on entrepreneurship and innovation. Of course, it should be borne in mind that tourism development is the foundation of entrepreneurship, but at the same time, the need for sustainable growth and development of tourism businesses also depends on entrepreneurship and innovation. In other words, tourism needs to integrate with innovation and entrepreneurship in order to continue its growth and development in the field of income generation and employment and to respond appropriately to the diverse needs of the market. Therefore, through entrepreneurship and innovation, it is possible to discover new markets and offer different products and services in tourism. In the meantime, it should be noted that recognizing and cooperating with stakeholders is a prerequisite for successful innovation and entrepreneurship. Therefore, due to the existence of multiple stakeholders in the field of tourism, to facilitate the creation of the necessary conditions for entrepreneurship and innovation, it is necessary for tourism stakeholders to cooperate with each other. Research has shown that the formation of cooperation among stakeholders in various matters, especially in the field of knowledge and resource sharing, will lead to the identification of more opportunities and, thus, will pave the way for entrepreneurship and innovation. This study was conducted with the aim of developing a conceptual model of collaborative entrepreneurship in the field of tourism. For this purpose, the concepts extracted from the research literature were categorized into antecedents, characteristics and consequences dimensions. Collaborative entrepreneurial antecedents include collaborative project components, complementary resources, interdependence, adaptability, flexibility, entrepreneurial orientation, trust, commitment and understanding. Collaborative entrepreneurship also includes the components of social capital, intellectual capital, political capital, communication capital, discourse, consensus, coordination, participation and cooperation. The implications of collaborative entrepreneurship include the components of economic value, competitiveness, partnership experience, well-being, effectiveness, risk-taking, knowledge management, creativity and innovation.

Customer performance is considered as one of the main factors for measuring the performance of organizations, and it can be considered as a measure to check the results of many marketing activities. In this research, this concept has been examined from the perspective of organizational innovation. Also, the concepts of internal branding and brand orientation have been considered as the key elements of internal brand management with the role of mediating variables. The emphasis on these concepts is due to the increasing importance of the role of employees in branding and creating a better image of the brand in the minds of customers, especially in the field of services. Most of the studies in the field of organizational performance have considered the concept of branding from an intra-organizational point of view. In order to fill this gap, an attempt has been made in this research to examine this concept from an inter-organizational perspective in order to provide a clear picture of internal brand management. So, the purpose of this research is to investigate the effect of organizational innovation on customer performance with an emphasis on the mediating role of internal branding and brand orientation.

This research is practical in terms of its purpose, and the method of data collection is a descriptive survey. A field survey was performed to collect the primary data, and library work was done for the secondary data. The statistical population consisted of the managers and employees of Bank Mellat in Tehran, and 247 of them were selected as a sample using the convenience sampling approach. The data were collected through a questionnaire, the content validity of the questionnaire was confirmed by academic experts, and the reliability of the questions was measured with the SPSS software. Cronbach's alpha was at the optimal level and above 0.7 for all the dimensions and variables. The data were analyzed with the structural equation modeling method and the third version of the SmartPLS software.

The data analysis was done in two descriptive and inferential sections. In order to describe the findings and to measure the fit of the research conceptual model and hypothesis testing, descriptive statistics, inferential statistics and structural equation modeling were used, respectively. At the descriptive level, statistical indicators such as gender, age, last degree, and work experience served to describe the demographic characteristics of the sample. At the inferential level, structural equation modeling was done in three parts. First the measurement model examined the validity and reliability, which was confirmed. Second, the structural model shows how the latent variables were related together. The results of this section showed that the coefficient of determination for the endogenous variables of the model was within the accepted range. Also, the output of the path coefficients and significant numbers confirmed that innovation is antecedent of internal branding and brand orientation. It also confirmed that innovation affects customer performance through internal branding. Third, the general model, which actually included both measurement and structural model parts, confirming the fit, and the fit check was completed in a model. The information in his part of the data analysis confirmed the strong fit of the research model.

The conceptual model of this research helps Bank Mellat managers to improve customer performance from the perspective of organizational innovation and internal brand management. The focus of the current research is on improving customer performance based on the marketing approach. Innovation is a marketing capability that has an intra-organizational nature, and this study has shown that brand management can be reinforced with an inter-organizational approach. Besides, institutionalizing the culture of innovation in the bank provides platforms for the ease of cooperation among employees and increases the involvement of the employees in the bank. In such an organizational environment, employees are more eager to provide innovative proposals. These innovative proposals can help the bank to differentiate itself from its competitors and solve its customers' problems more qualitatively which improves bank brand orientation. The acceptance of these suggestions by the bank, on the one hand, will turn the employees into a source of innovation and useful ideas in the organization. On the other hand, it will strengthen the internal branding processes. In the process of accepting employees’ proposals, bank managers should arrange meetings to justify and train employees to inform them of the brand orientation programs and to develop their skills in delivering the brand promise. As a result of these actions, the employees feel encouraged by the bank, which improves internal branding. Accordingly, Bank Mellat managers can improve customer performance by adopting innovative approaches through reinforcing their internal branding.

The theory of uses and gratifications, developed by Blamer and Katz (1974), is one of the major theories of media, mass media, and new communication technologies. According to this theory, people in the media and communication technologies look for the content that they best enjoy. One of the main concepts and assumptions of the theory of uses and gratifications is the activeness of the audience. In other words, the audience seeks to meet their needs, gain gratification and satisfaction in using the media. It is believed that the choice of media provides the desired satisfaction (Kharazi et al., 1400). New communication technologies have had a significant effect on the speed of business development and increased competitiveness domestically and internationally (Klimovets, 2017). One of the key factors determining the ability of a company to compete successfully in marketing is the use of new communication technology. The last two decades experienced the rapid development of new communication technologies. Digital tools and applications are evolved almost every day. The rapid advancement of technology in hardware and downsizing and processing power has made it possible to develop tools that allow users to experience new "types of virtual reality" (Shen et al., 2022). The global augmented reality market for 2014-2018 shows that this market has grown by an average of 130% per year (Klimovets, 2018). AR / VR technologies are advancing rapidly with artificial intelligence and automation. In the future, augmented reality technology, due to its attractiveness and potential, will be actively used in innovative projects (Klimovets, 2017). Augmented reality (AR) technology has emerged as one of the main trends in the digital market in recent years (Wang, 2021). A growing series of research has addressed marketing-related issues surrounding this new technology (AR) (Kumar, Ramachandran, & Kumar, 2021). Augmented reality technology is an effective tool for direct sales and marketing and provides an optimal solution to marketing problems. Marketing with this new technology (AR) represents a new, potential and influential sub-discipline in marketing.

The current research is developmental in terms of purpose because the role of augmented reality technology in advertising is exploratory. In addition, in terms of the data type, it is qualitative research. Interviewing was selected among the different methods of data collection in qualitative research under COVID-19 conditions and the impossibility of coordinating with several experts in simultaneous meetings and recording their knowledge and expertise about the new technology (augmented reality) in advertising. In this study, due to the novelty of the subject of the interviews (i.e., augmented reality technology), it was preferred to ask specific and directional questions with regard to the lack of prior mentality about the subject of the semi-structured interviews. After an in-depth review of the advertising literature and augmented reality technology according to the main research questions, the main open-ended interview questions were designed according to the model (5M). The statistical population of the research consisted of advertising companies in the field of augmented reality technology

Theme 1: Mission: The use of new technologies in the advertising industry requires fulfilling the goals that are in line with the marketing policies of companies and organizations. Goals in advertising fall into three categories including goals with a focus on the customer, goals with a focus on the market, and goals with a focus on the results. Mostly, people between the ages of 18 and 70, including our young and middle-aged population, are among the targets of our augmented reality technology advertising.Theme 2: Message: The use of any technology must be of effect on the audience and deliver a message to a specific audience with clarity and transparency. In addition, the transmitted message must be able to solve the problems and mental concerns of the target audience. According to one expert, "Using augmented reality technology, by engaging the audience's emotions and showing the intricacies and subtleties of the product or service, has been able to raise the awareness of the audience and continuously accompany them by creating attractiveness”.Theme 3: Media: Media and distribution channels of advertising messages have very important roles in attracting the audience. It should be noted that the first point of contact of any company or organization with the customer is through communication channels, which is a formidable reason as why more attention should be paid to media and channels of advertising messages. On the other hand, the need to design a content publishing calendar and pay attention to the limitations are significant issues in the review of advertising media.Theme 4: Money: The use of any new technology in marketing-related topics requires money and the creation of optimal advertising methods. It should be noted that the use of augmented reality technology can reduce unnecessary costs to some extent and increase effectiveness to an acceptable level. According to one expert, "the use of augmented reality has been able to optimize advertising, to largely prevent the allocation of heavy budgets online and offline to advertising”. It is suggested that part of the profits of companies be allocated to updating this technology, so reasonable budgets are allocated to the marketing department of companies annually.Theme 5: Measurement: Spending more on the new technologies section requires reviewing and measuring the effectiveness of these technologies in the field of advertising. In this regard, two important tests should be considered. The first is a pre-test,which measures the effectiveness of an ad before using the technology, and the second is a post-test, which measures the effectiveness of an advertisement after using that technology.

This study has introduced new concepts of advertising in the use of augmented reality technology. It provides the basis for explaining its concept and setting marketing strategies at a high level.

The increase of competition among retail chain stores is quite evident, and a growing number of customers have a large amount of information. At the same time, customers' attention to environmental factors along with their personality traits and experiences is more effective in deciding to buy and finalize the purchase. In the retail industry in such a competitive and information-saturated environment, marketers try to know the customer's attitude from the beginning of the customer's trip to the point of purchase and even after the purchase. By identifying the customer behavior, they study the factors influencing his or her attitudes. In this regard, marketers and retailers should be aware of any disruption in the customer journey, including the shopping cart abandonment in the store. Also, by identifying the causes of this behavior, they reduce the phenomenon of shopping cart abandonment as much as possible. Accordingly, identifying and reducing the areas of shopping cart release behavior is essential as an introduction to customer behavior management in the store. This study has been conducted with the aim of examining this issue. The areas and factors affecting the shopping cart release behavior of customers of chain stores have been identified and prioritized.

The research method is practical in terms of orientation. In terms of philosophy, it is a kind of research with interpretive philosophy. The research approach is deductive-inductive, and qualitative-quantitative in terms of time horizon and data analysis. Also, in terms of purpose, the present research is exploratory, and the research strategies are meta-combined. In this study, library information and a questionnaire were used for data collection. By a systematic literature review, the variables were extracted. The research was established in the two qualitative and quantitative stages. In the first stage, i.e., the qualitative method, 38 final articles were reviewed using the meta-combination method. In the second stage, the quantitative method, using the introductory research model, a questionnaire was given to 384 people to collect data. The participants were selected with the non-random sampling method. They were the customers of Refah chain store. Factor analysis and structural equation modeling served to validate the model using the SMART PLS software version 3.

According to the research findings, the effective factors in this model include two categories (customer, store), 15 concepts or themes (instant perceptions, customer characteristics, buying behavior, influencers, perceived risk, customer buying motivation, information, facilities, store planning, sales promotion, layout store, environmental conditions, design and architecture of the store, staff, goods) and 68 indicators. In the second stage, the quantitative method, the concepts of the research, designing questions, and forming a questionnaire are used to collect data from customers of Shiraz chain stores, and the one-sample test is performed to confirm the concepts using the SPSS software. Then, Shannon entropy is used to prioritize the concepts.

A one-sample test analyzed with the SPSS statistical software showed that the average score of all the concepts of cancellation behavior in the sample group is higher than 3. Also, their p is less than p < 0.05, which indicates the significance of the concepts that affect behavior. They insist on canceling the purchase. In the second part of the quantitative step, the importance and priority of each idea were determined and ranked using Shannon entropy. Based on the findings of Shannon entropy, the importance and priorities are goods in the first place, customer motivation to buy in the second place, and the next ranks are information, instant perceptions, store layout, store planning, sales promotion, influencers, employees, shopping behavior, customer conditions, environmental conditions, store design and architecture, facilities and risk. It can be said that paying attention to these concepts and indicators is very important in preventing the occurrence of customer withdrawal behavior inside the store. Managers and marketers in retail stores can reduce the cancellation rate among customers by planning and paying attention to these factors. Especially in chain stores with a significant number of customers, shopping cart abandonment occurs more than in small retail stores. Shopping cart abandonment in online purchasing has been among the topics of interest in previous studies. However, the abandonment of the shopping carts in brick and mortar stores has received less attention, where the cost of the customer's journey to the purchase place is significant for marketers. This study contributes to the field by addressing this issue.

The process of changes in societies and companies shows that it is currently inevitable to pay attention to online activities from the points of view of both suppliers and customers. Many companies active in the field of online business have realized the severity of the changes, especially in the field of competition and technology. However, due to the lack of a suitable written plan and strategy, they have not been able to solve their problems, especially in market management. So, in order to solve the problems of companies, the use of holistic strategic marketing plan models seems necessary. These models are of special importance with regard to the online space, which is a dynamic space, the output of the general stages of the holistic strategic marketing plan models (compilation, implementation and evaluation), and the general results of the actions taken. From this point of view, to continue the life of the organization and its survival, it is necessary to identify the other components and consequences of holistic strategic marketing plan models which have not been considered in the previous models. Therefore, our goal in this research is to identify the results of using a holistic strategic marketing plan model in online businesses. The qualitative question of the research is ‘What are the outcomes of the holistic strategic marketing plan model in online businesses?’
The current research was conducted with the aim of identifying the outcomes of using holistic strategic marketing plan models in online businesses. It is a type of qualitative research. Examining the existing literature and the inconsistency of the findings to solve the problems of our society necessitated the use of the grounded theory. This research also seeks to generate and expand the theory from qualitative data. To do the research, an in-depth interview method was used to collect information, and an almost unstructured interview was conducted with each person selected from the target audience. The statistical population of this research consisted of university professors and consultants in the field of strategic marketing planning and the managers specializing in online businesses who were also active in this field. The purposeful sampling strategy was used to explore the phenomenon under study. The data collection in this research continued until theoretical saturation, and a total of ten in-depth interviews were conducted. The interviews lasted from about one hour to three hours. They were fully recorded and immediately implemented without changes. The data analysis was based on the principles related to the contextual theory (open, axial and selective coding), and the concepts and categories were created through a content analysis with the MAXQDA software version 2020.
The data analysis led to the identification of 55 concepts. Finally, one main category was classified as the core category, and the other six main categories were classified as the consequences of an online holistic strategic marketing plan model. The data coding was done in the three stages of open, axial and selective coding. Regarding the open coding in this research, after implementing each interview in the software, open coding was started, and each line or paragraph containing a point related to the research question was assigned a tag of words that indicated that point. Then, the codes obtained from the interviews were compared, and the similar codes were placed next to each other. At this stage, after removing similar codes, finally, 55 concepts were identified. In the axial coding stage, the concepts obtained in the open coding stage were compared, combined and reduced, and the codes containing similar meanings were placed next to each other and under the sub-categories or directly under the main categories. Finally, the identified concepts were classified under seven main categories. As for selective coding, the core category was an online holistic strategic marketing plan, and the other main categories (namely brand knowledge, attitude, customer journey online, customer experience online, evaluation and control and organization performance) were considered as the outcomes of the online holistic strategic marketing plan model.
Considering the cultural, economic, social and political differences between our country and the other societies in which the related research has been conducted, the current research with a localization approach has presented the results of a holistic strategic marketing plan for online businesses. The insight provided by the present research can be used in academic circles to create and store knowledge as well as by the companies active in the field of online businesses and marketing managers.

Environmental pollution resulting from human production and consumption is one of the issues widely recognized by organizations in this field as a threat to humanity. Today, with the increase of customers' awareness of environmental concerns, this issue has become so important that, in recent decades, it has attracted the attention of many scientific and political groups. These growing concerns have caused companies to shift their marketing strategies towards green marketing. Green marketing is a very important tool to attract customers who are environmentally friendly and seek to buy products that are environmentally friendly. Through green marketing, companies gain a competitive advantage over irresponsible companies. Along with the companies that are determined to provide environmentally friendly products and consider this as their duty and social responsibility, there are certain companies that try to deceive customers just by claiming to produce a green product. This issue is a challenge to cope with. In fact, some companies have used methods such as greenwashing to mislead consumers to have the benefits of the claim that they pay attention to environmental issues.
This research is based on a combination of qualitative and quantitative approaches under an inductive paradigm. It is applied in terms of purpose and sequential exploratory in terms of nature and method. The statistical population of the study consisted of 25 marketing managers and business management professors selected based on the principle of theoretical adequacy and using a purposive sampling method. In the qualitative section, a semi-structured interview was used to collect the data, and its validity and reliability were confirmed using the CVR coefficient and the Kappa-Cohen test. The data obtained from the interview were analyzed with the Atlas.ti software and a content analysis method. Through coding, the antecedents and consequences of greenwashing were identified. In the quantitative part, the Delphi questionnaire was used to collect the data, the validity and reliability of which were confirmed by content validity testing and retesting. Also, using the fuzzy Delphi method, the prioritization of the antecedents and the greenwashing consequences was done to identify its most important factors and consequences.
The results of the present study consist of qualitative and quantitative findings. In the qualitative part, ten factors were identified as the antecedents and factors that create the brand greenery in the food industry. According to the findings, these factors are include the superficiality and ignorance of the society about green products, increasing profitability, competition pressure on industries, attracting the attention of stakeholders, social media pressure, government rules and regulations, raising the company's reputation, facilitating of entering new and global markets, covering the weaknesses in the green activities, and democratization of managers. The research findings also show that the benefits of brand greenwashing include ten factors. They consist of endangering the entire market, reducing green customer satisfaction, reducing customer trust in green brands, negative word of mouth advertising, elimination from the competition, reducing green buying intentions, customer’s devaluation of the company, negative image in the public mind, decline in the popularity of green products, and the loss of customer loyalty. The findings of the quantitative part of the research include prioritizing brand pre-washing and post-greens. The findings of the quantitative part of the research show that the increase of the company’s profitability and reputation and social media pressure are the most important antecedents or factors that cause brand greenery. Factors such as reduced customer trust in green brands, negative word of mouth advertising and reduced green customer satisfaction are the most important consequences of brand greenery.
Greenwashing gives consumers the feeling that the organization is taking the necessary procedures for responsible environmental management. Increasing competition, resource scarcity, population growth, environmental pollution, the need to produce ecological products and green business activities have forced companies to integrate environmental issues with marketing efforts and strategies. Therefore, one of the topics discussed a lot regarding environmental issues is green marketing. Green marketing seeks to open up a vision for marketing that is environmentally, socially and economically sustainable. In the meantime, some companies have taken measures to reduce the final effects that they can have on the environment. In these measures, companies carry out their activities in the production, distribution, promotion and pricing of products in such a way as to minimize environmental damage and lead consumers to environmentally friendly behavior. Many companies, however, are not able to take these steps to offer environmentally friendly products. On the other hand, they cannot ignore the special benefits of green marketing, so they try to reap the benefits of greenwashing.