نشریه مدیریت بازاریابی هوشمند
سال چهارم شماره 4 (پیاپی 22، مهر و آبان 1402)

In past years, having a consistent pricing strategy was considered logical. However, today, due to the rapid changes in the market structure, severe price fluctuations, intense competition and the changing needs of customers, having a fixed strategy may not be able to meet the needs of companies to stay in the market. The purpose of this research is to provide a solution based on machine learning so that it can provide a model based on the existing pricing strategies so that it can simultaneously benefit from the benefits of several strategies. In this research, by using the opinions of industry experts and background studies, parameters affecting the industry were extracted and data were collected according to that. The data were analyzed after refining in Python software using machine learning algorithm. The data were collected by the census method and in a period of almost five years from the Gela dairy products company. The relationship obtained from the range of data was evaluated by the Coefficient of determination and reached a number 98.6% that is desirable. This shows that the model presented in this research using the 4th degree polynomial regression algorithm can be useful for producing a competitive price that can meet the needs of customers and at the same time bring a good profit margin to the company.

Today, social media is increasingly used as a platform for marketing and advertising activities.Organizations spend a lot of resources on advertising in social networks, however, their constant challenge has been how to influence social media in order to better attract customers and motivate them to buy. Return on investment in advertising requires a targeted advertising strategy. Considering the expansion and influence of social media and Instagram in particular, the present study has been conducted to investigate the effect of its features on the purchase intention of customers. This study was descriptive in terms of purpose and method of data collection. The statistical population of the current research is the customers of Refah chain store in Swadkoh city. The data were obtained from standard questionnaires, which were measured with Likert scale. Its reliability was confirmed using Cronbach's alpha test. Descriptive statistics and analytical statistics were analyzed through SPSS software and through Structural Equation Modeling (SEM) using SmartPLS software. Research findings have shown that perceived enjoyment and bonding motivation and habit of advertising and performance expectations, information and interaction have a positive and significant impact on customer intention of social media.

 Restaurant customers usually buy a service with several evaluation criteria at the same time. Typically, the purchase decision may be made by considering things such as service quality, delivery speed, price, and other specific purchase motives. This research was conducted with the aim of investigating the effect of the physical environment on the satisfaction and repetition of customers' purchases with regard to the role of perception (dining halls and fast foods in Arvand Azad Zone).The research is a descriptive-survey research in terms of applied purpose and based on the nature and method. The statistical population in this research is all customers of the food industry, especially ready-to-eat foods in restaurants and fast foods in Arvand Free Zone. The statistical sample was selected using Cochran's formula for limited societies with the number of 384 companies and stratified random sampling method. The tool used in this research is a localized and developed questionnaire of 33 questions taken from the research of Chen and Fiore (2017). The reliability of the questionnaire was confirmed using Cronbach's alpha test, in order of physical environment 0.91, perception 0.87, repeat purchase 0.88 and satisfaction 0.83. Also, the validity was confirmed using factor analysis with the value of KMO=0.881. Data analysis was done using SPSS.22 statistical software and AMOS structural equations program.The physical environment and the right price are two essential elements that determine the level of customer satisfaction and ultimately increase customer loyalty.

Disruptive technologies such as the internet of things, big data analytics, blockchain, and artificial intelligence have changed the ways businesses operate. Of all the disruptive technologies, artificial intelligence (AI) is the lat- est technological disruptor and holds immense marketing transformation potential. Practitioners worldwide are trying to figure out the best fit AI solutions for their marketing functions. However, a systematic literature review can highlight the importance of artificial intelligence (AI) in marketing and chart future research directions. The present study aims to offer a comprehensive review of AI in marketing using bibliometric, conceptual and intel- lectual network analysis of extant literature published between 1982 and 2020. A comprehensive review of one thousand five hundred and eighty papers helped to identify the scientific actors’ performance like most relevant authors and most relevant sources. Furthermore, co-citation and co-occurrence analysis offered the conceptual and intellectual network. Data clustering using the Louvain algorithm helped identify research sub-themes and future research directions to expand AI in marketing.

The business intelligence (BI) has been often touted as a game-changer especially during the pandemic crisis. Although most managers are familiar with BI and agree that, it should be operationalized across their organizations. The BI is not well assimilated throughout adopting organizations. Rooted in institutional and upper echelon theories, this study proposes a theoretical model aimed toward explaining BI assimilation. We surveyed 174 respondents occupying leadership positions from174 auto-components manufacturing firms in India to gather data. The findings suggest that normative and mimetic (but not coercive) factors significantly influence top leader’s commitment to the BI initiatives. We found that the commitment of the top leaders influences the assimilation of BI via acceptance and routinization. Our study is an attempt to address the previous research calls related to BI assimilation. The findings of the study inform the information management scholars via theory- based research on phenomena related to post-adoption BI diffusion during a pandemic crisis. Practitioners can utilize the results of our study to design their policies that help assimilate BI such that forecasted benefits can be fully realized during an uncertain time.

Based on a review of articles and research in the field of neuromarketing and its role in e-marketing, which is one of the emerging sciences in marketing, as well as the use of artificial intelligence and its positive but not complete effects on advertising content and its impact on decision making. First, we examined the effect of advertising coordination with the design and color of packaging and the content of goods or services with the help of the device, FMRI, which explored the brain activities and decisions of the subconscious and showed its positive results in this area and We have also examined the effectiveness of online advertising using AR technology and the study of aesthetic and entertainment components and education. The positive effect of these items on customer satisfaction with advertising, research findings suggest that managers can use colors to increase or Reduce appetite, boost morale, calm the customer, and reduce perception of waiting time. Consistency that is a reminder in the long run, and finally analyzed how online advertising embedded in social media competes with UGC innovative signs to positively influence the patterns of visual attention and more interaction with the customer that leads to attraction and ultimately shopping. In this research, we also evaluated one of the classic style advertisements of Ayandeh Bank using one of the neuromarketing tools known as eye tracker. The results showed that TV advertisements with proper scene design and appropriate color combination can be consumed Influencers Be a transition.