نشریه مدیریت بازاریابی هوشمند
سال چهارم شماره 1 (پیاپی 19، فروردین و اردیبهشت 1402)

In the current competitive world, the concept and practice of marketing needs to be reviewed and the traditional techniques need to be revised. Therefore, intelligent emotional marketing is about how to arouse the emotions of the audience to increase their desire to buy a service or product. The restaurant industry is also one of the components of the economy of any country in the market-based economy and is not excluded from the application of modern marketing concepts. Currently, it must be acknowledged that the restaurant industry in Iran is not in a worthy position, and one of the reasons for this problem is the lack of attention to appropriate and up-to-date marketing models. Therefore, this research sought to design a model in emotional marketing in the restaurant industry, and in this way, it used the grounded theory research method. In this way, the interviews conducted with 22 selected restaurant managers of Kish Island were analyzed with atlas.ti software and the research model was extracted. Based on the identified components according to the model extracted from the qualitative analysis of the interviews, the necessary questionnaire was designed. Then, this questionnaire was distributed among 384 customers of the mentioned restaurants, and finally, the fit of the model was evaluated using the structural equation modeling method. SPSS and Smartpls version 2 software were used for quantitative data analysis. The results of the structural analysis have shown the appropriate fit of the model.

A target that is present with the effect of earning money and how much money has been made by changing the value of the shares of a high-tech generation company. This is the result of the results of this problem. It is necessary to confirm the value of the shares of this generation company. This is a comprehensive collection of financial resources and financial resources, including financial resources, human resources, social insurance, social security policies, laws and policies, corporate social responsibility, and a perspective on the value of shares. Siham Dar Burs Bahadar Mi papers Bashd. A description of what is present and descriptive. There is a source of useful information on this subject. Readings of a book, a source of information or a reference, is available in a photo of a group of internal and external Iranian magazines, and it is very useful on this website. This is what happened to me This is because the value of your company's shares increases and generates a steady and stable effect.

The present study aimed to investigate the method of big data management and its effect on customer satisfaction and organizational performance in the Iranian retail industry. This research is applied-developmental in terms of purpose and has been done in a mixed way and is of descriptive-exploratory type which has been done by positivist-correlation method. To achieve the goal of the research, first open interviews with 10 managers of Iran's retail industry were used to identify the components and then through closed interviews with 50 specialists and experts in the field of retail in Tehran who were selected through snowball sampling. Data related to prioritizing the importance of the extracted components were obtained. In the continuation of the research, using a questionnaire tool, data were collected from 385 samples of experts in this field of retail in Tehran in the spring of 2022 and analyzed using SPSS and LISREL software. The findings include identifying 55 concepts and 26 categories in 7 dimensions and prioritizing and extracting two-way strategies, analyzing social networks and database template tools, and employing skilled resources for big data management, leading to capabilities such as customization in the retail industry. These capabilities will increase customer satisfaction and ultimately improve the organization's sales as the most important components in research. The results indicate that big data management strategies and tools have a positive and significant effect on creating retail industry capabilities such as extensive customization, and these capabilities also have a significant effect on customer satisfaction and increase sales of Iranian retail industry organizations.

Game making has become a well-known marketing technique. Many companies believe that game development can potentially enhance consumer participation, awareness and loyalty with respect to the brand. However, there is little empirical evidence to support these beliefs.In the process of advertising goods, services and ideas, this situation has increased the importance of "mobile marketing or mobile marketing", which can be defined as establishing marketing communication with target customers through mobile phones and sending promotional messages. This study will first briefly discuss the improvements and advances in mobile communication technologies.Improvements in information and communication technologies have created important marketing opportunities for companies. One of the latest technological advances that is affecting companies' marketing activities is the use of mobile phones as a channel for marketing communications.In the following, the increasing use of mobile phones and the growing importance of mobile marketing due to its advanced features and benefits will be discussed, and mobile marketing methods will be adapted to gaming techniques, and solutions will be found by studying and examining problems. Come, they will be raised. Finally, the expectations for the future will be mentioned.Finally, in the conclusion section, we compare the advantages and disadvantages of these two marketing methods.

Chinese consumer culture has recently changed due to the growth of China's middle class, the rise of China's cruise market, and the growing interest of Chinese consumers in pursuing luxury experiences. However, research on luxury consumerism has traditionally focused on luxury goods. How luxury value can be created in the experience of consuming luxuries, and what the result of producing luxury value may be, remains unknown. Considering maritime tourism as a field of research, this study examines the relationships between maritime travel experience, luxury value and loyalty. Two rounds of surveys were conducted in mainland China (N = 1200). The results show a hierarchical structure of the cruise experience, offering a unique perspective compared to conventional research of the tourism experience. In addition, a comparative analysis was performed that included first-time and iterative cruise passengers. These findings also highlight the prominent role of quality perception in its inner feeling in creating consumer loyalty. Therefore, cruise ship passengers seem to make a lot of sense in determining their loyalty.

The present study conducts a comprehensive examination on the dynamic impact of virtual network news, grounded in the European media literacy, on stock marketing strategies and capital market behaviors. Employing adaptive analytical methods, our research explores the foundational link between media literacy knowledge and effective financial strategies utilized by economic entities to advance capital market objectives and influence investors. Through an extensive analysis of both quantitative and qualitative data gathered from European networks and financial markets, the study identifies patterns of news impact on investors’ financial decision-making and investigates the application of media literacy in framing effective communicative architectures between organizations and shareholders. The findings provide new perspectives to marketing managers and financial analysts, offering practical approaches for optimizing corporate financial strategies in relation to media literacy. The research also addresses regulatory implications and sets an agenda for future inquiries.