نشریه پژوهش های کارآفرینی و نوآوری
پیاپی 1 (زمستان 1401)

Visual appeal is an important and necessary issue in the modern marketing era. Attracting customers' opinions can be done more quickly and easily using visual marketing methods. Every year, many products lose their customers due to lack of attention to effective marketing methods. The current research is categorized as descriptive research in correlational research in terms of the nature of data collection. The statistical population was the buyers of chain stores, 384 of whom were selected by random sampling, standardized questionnaires were completed and analyzed using SPSS software. The obtained results showed that visual marketing has an effective, positive and significant role on the sale of products with an innovative approach, it was also shown that by using visual marketing it is possible to distinguish from other competitors who have been active in this field in the past years. , surpassed by using effective methods of visual marketing.

Empowering women can enable this section of society to recognize their strengths, weaknesses, opportunities and threats and move towards their goals according to their capacities. In this regard, and considering the importance of the category of empowerment in this research, an attempt has been made to review the existing scientific capacities by reviewing the literature and highly cited articles in this field. This study using a systematic review, the scientific achievements during the last 10 years (2020-2010) were reviewed and 24 highly cited articles in this field were reviewed. Based on this, first, after identifying the keywords, the articles published in Science Direct, Scopus, Springer, Sage Journals, and Google Scholar databases were considered for searching. Overall the study of studies on women's empowerment in the last decade suggests that a wide range of different dimensions of empowerment and different approaches to empowerment have been considered by researchers. However, in previous studies, the place of education, especially entrepreneurship education in the discussion of empowerment of rural women, has received less attention. Combining entrepreneurial training programs in the form of promoting new ideas, while providing skills training for working in the economic sectors, raising the level of knowledge and awareness of rural women about a realistic knowledge of their capacities and abilities It is expected that a favorable environment will be provided for their social regeneration. Accordingly, further studies and conducting accurate and comprehensive research on the application of these two concepts (education and empowerment) together are complementary, necessary and essential. Future research can focus on empowering rural women, designing an entrepreneurship education model, and implementing and operationalizing it.

The purpose of the present research was to investigate the effect of the quality of content information on Instagram about Isfahan on the formation of the destination image in the minds of tourists.

The present research is an applied in terms of purpose and descriptive-correlation and survey in terms of method and it was conducted with a quantitative approach. The instrument of collecting data is a questionnaire that has suitable validity and reliability. The research questionnaire is derived from the standard questionnaire and includes two main sections of demographic questions and specialized questions, the questions of the specialized section include 28 closed-ended questions with a 5-point Likert scale. The statistical population of this study consists of Iranian Instagram users who refer to the pages and hashtags on Instagram that contain information about Isfahan to get information about Isfahan. Due the unknown statistical population, the sample size is equal to 384 people and the sampling method is convenience Sampling and finally 340 valid questionnaires were collected. The collected data were analyzed using the structural equation modeling technique (SEM) and SMART PLS software.

The quality of content information on Instagram has a positive and significant effect on the cognitive and affective image of the tourist destination of Isfahan.

It can be concluded that the tourism information that is produced and shared on Instagram about Isfahan has good standards and quality in terms of content factors (value-added, relevancy, timeliness, completeness, interestingness) and they have been able to have a positive and meaningful impact on the mental image of tourists who sought to obtain information about this destination.

Identifying the components of the international marketing process for general contracting companies in the field of energy (electricity, oil and gas) is one of the key issues that companies currently have in order to survive and gain more market share, customer and revenue and increase efficiency. The purpose of this study was designing an international marketing model for general contracting companies in the field of energy (electricity, oil and gas) . We consider Mapna Group as the pioneer mega company in the field of energy as a case study. MAPNA Group is an industrial enterprise, consisting of MAPNA Group Company,

This qualitative-exploratory research is based on a deductive content analysis approach using 15 interviews with international marketing experts. The statistical population of this study consisted of 15 international marketing experts who were selected by purposeful sampling and the interview process was semi-structured. Qualitative data analysis was performed using qualitative content analysis method using MAXQDA 18 software.

The results of the present study showed eight main themes including necessity of presence, eligibility, market survey, environmental study, entry strategy, entry timing, marketing strategy, organizational structure.

General contracting companies (electricity, oil and gas) can apply the eight-dimensional marketing mix applied model and their associated variables in their marketing management. Our proposed model in the present study is a comprehensive flowchart for the international marketing process that illustrates all stages of this marketing process from A to Z, both at a glance the effective steps in international marketing and the factors influencing each step. It is also noteworthy that a comprehensive study covering all stages of this process has not been conducted so far, and this is the first study.

Today, tourism is one of the fastest growing industries in the world. Among the different types of tourism, nomadic tourism is one of the most unique types of tourism, which provides the opportunity for tourists to gain different experiences compared to other types and also increases the economic power of nomads. Despite the reception of this type of tourism by tourists during the last decade, the owners of nomadic ecotourism residences are facing many problems.The present study identifies the challenges faced by the owners of nomadic ecotourism residences/entrepreneurs of the Qashqai nomads of Fars province.The research method is descriptive and analytical. The unit of analysis is the owners of nomadic ecotourism residences. The research tool was the questionnaire and the field data collection method. In this study, 40 challenges under 10 main challenges were identified and investigated. At the time of the research, Fars province had 132 urban, rural and nomadic ecotourism residences, of which 15 were nomadic ecotourism residences. These residences are scattered in 10 cities of the province.The first and most important challenge facing nomadic ecotourism residences is the problem of providing capital with an average of 3.9. The second challenge is not paying attention to the environmental capacities with an average of 2.3 and the third challenge is the weakness in the required infrastructure such as transportation, communication and public infrastructure with an average of 1.3.

In today's audiovisual era, advertising has become a form of multimedia communication. The purpose of this research is to analyze the multifaceted discourse of tourism promotional teasers in the framework of the model proposed by VanLeon (1996). One of the subjects of research in the literature of geographical criticism and tourism topics is that the author has done the investigation of promotional teasers in this essay. The sample data in this study includes 8 tourism advertisement teasers collected through the Internet. For this purpose, multimodal discourse analysis and corpus analysis have been used. The main goal is to identify specific cultural values ​​and markers that are chosen to be presented to the audience. The research method is qualitative (inductive) and descriptive-analytical. The research results show that each country has adopted a relatively different approach to create a unique image and a recognizable identity.(At the same time, nature and man are the dominant element and sign in almost all the samples studied. )

Currently, social media, as a powerful tool, allows real and legal people to express their voice to others, promote their brand, and have access to the mass of their customers and audiences, as well as being available to them; And this is a fact that has not appeared in any other period of time. Meanwhile, due to the large number of customers, banks need to have access to this large number of customers, and on the other hand, the customers also have access to the banks. Therefore, The opportunity for banks to be present in social networks and to launch a special bank channel or page along with a dedicated website is a two-way bridge that can connect banks and their customers.The purpose of this research is to investigate the impact of social media marketing activities on brand equity and customer response in the banking industry (Qarz Al-Hasneh Mehr Bank of Iran). The research method of the present study is descriptive-survey in terms of data collection and practical in terms of purpose. The statistical population of customers of Qarz Al-Hasneh Mehr Bank in Tehran is unlimited. It was determined as 384 through Cochran's formula. Amos model and SPSS22 were used to test the hypotheses. Data analysis showed that there is a positive and significant effect between social media marketing dimensions on brand equity and customer response dimensions.