دوفصلنامه راهبردهای بازرگانی
سال بیست و نهم شماره 2 (پیاپی 20، پاییز و زمستان 1401)

Over the last two decades, significant research has been conducted on the role that a strategic approach to purchasing can play in organizations. Despite conducting significant research to identify and develop the dimensions of the issue using theoretical and operational approaches, and in some cases, a pathological point of view to identify and address existing gaps, it appears that a holistic and integrated perspective is necessary for addressing the issue of purchasing strategies. Therefore, the current research focuses on describing studies on purchasing strategies. Its purpose is to provide a comprehensive overview of this subject.

In line with the research's purpose, the systematic review methods were evaluated in the first step, and out of the 14 review methods, the scoping review method was chosen. Next, a six-step methodological framework has been introduced and applied to guide the scoping review. These steps include the following. 1) Identifying and defining the research question, 2) Identifying the relevant researches, 3) Selecting studies related to the research question,4) Showing data in tables,5) Sorting, summarizing and reporting findings,6) optional consulting with the stakeholders about the findings.In summary, a scoping review approach was used to examine five credible scientific databases: Scopus, Ebsco, ProQuest, Google Scholar, and Emerald. This examination resulted in the extraction of 4697 articles. After three stages of screening, including: 1) evaluating the publication date, title, keywords, and abstract, 2) checking for non-repetitiveness of articles, and 3) conducting an in-depth evaluation of their content, 82 articles were selected for detailed review. The screening framework used was PRISMA, which holds high credibility in the literature of review research.

Based on the results obtained, the publication of articles in this field has been increasing since the beginning of the 21st century. The investigation revealed that empirical methods were used in more than 50% of the articles, while conceptual methods were used in about 16%, and interpretive methods in 11%. Europe, Asia, and America account for 37%, 20%, and 17% of the frequency of empirical articles, respectively. A significant portion of the reviewed articles (49%) have been conducted across various industries, irrespective of a specific sector, with industrial equipment ranking next. In terms of content, the types of purchasing strategies, the impact of purchasing strategies on the organization's performance, and purchasing portfolio models have all gained significant attention. Researchers have examined the factors influencing purchasing strategies and the importance of aligning purchasing strategies with other organizational strategies.

Conducting research using a scoping review approach has advantages over non-systematic review studies, as it ensures greater accuracy and credibility, reducing the likelihood of deviating from the primary research goal. The reason for this is a lack of attention to the research subject and questions, and reliance on improper and sometimes unreliable databases and sources. In this topic, some studies conducted using a systematic review method have attempted to enhance the subject of purchasing strategy by drawing from other concepts and topics. The current research aims to identify the areas explored in the field of organizational purchasing strategies to either advance existing studies or fill gaps in the research.Reviewing and analyzing various types of research conducted since 1994 revealed a significant increase in the number of studies focusing on purchasing strategies and related concepts such as purchasing management, supply management, and supply strategies since the early 21st century. A descriptive and content analysis of these studies was conducted, highlighting the key accomplishments in terms of content.{revised} Despite the equivalent use of "purchase" and "supply" in many types of research and reports, there is a difference between these two concepts.The strategy formation and selection are influenced by internal and environmental factors that impact purchasing strategies (as antecedents).Depending on various internal and environmental conditions, organizations can adopt a wide range of actions and strategies in the field of purchasing. Usually, organizations create strategies by classifying the items they need and implementing methods that may not even be mentioned in the existing literature.In recent years, there has been a growing interest in exploring the connection between purchasing strategies and various factors such as purchasing portfolio models, organizational performance, alignment with other strategies across different organizational levels, product life cycle, and supplier relationship management. This issue has been addressed and developed in the scoping review of this research.5. We highlight the gaps concerning the importance of creating diverse, distinct, and adaptable purchasing strategy models. Additionally, there is a need to focus more on conducting industry-level studies in this area that are applicable across various industries.

In today's experience economy, businesses need to focus on creating memorable experiences rather than just providing services and products. Building an excellent customer experience is crucial for companies in customer-oriented industries. Implementing unified customer experience management across multiple channels may seem challenging, but it is necessary to stay competitive. Due to this, customer experience management has become a differentiating concept that focuses on integrating and coordinating customer experiences across various channels for providing banking services and products. Therefore, the current research aims to provide a model for managing customer experience in the banking industry across multiple distribution channels.

The purpose of this research is to acquire an applied-developmental understanding of a specific topic. The research is qualitative in nature and implementation, utilizing the method of thematic qualitative analysis. This task involves editing and summarizing interviews, interpreting concepts and words to extract meaningful themes. To aid in the qualitative analysis, MAXQDA software was used. The sample population for this study consisted of theoretical and empirical experts in the fields of marketing and banking, specifically marketing professors and bank managers. The sampling method used was purposeful and non-probabilistic, meaning participants were selected based on their expertise and knowledge of the topic. Seven interviews were initially conducted. After reaching theoretical saturation in the data and codes, two more interviews were conducted to ensure the findings. In total, the research included the opinions of nine experts. The data collection tool used in this research was a semi-structured interview, which allowed for flexibility in exploring participants' perspectives and opinions. The thematic analysis method was employed to analyze these interviews, identifying recurring themes and patterns in the data.

fter conducting seven interviews, the data and codes reached theoretical saturation. To further ensure the reliability of the findings, two additional interviews were also conducted. In the text extracted from the nine interviews conducted, the process of identifying the codes in the software involved back-and-forth iterations and encompassed 501 coding instances. This means that, first, the primary and general concepts regarding customer experience management in multiple distribution channels were extracted by reviewing the literature on the subject. By conducting interviews and introducing new and more specific concepts, the literature was revisited to explore the topics discussed in the interviews. With this iterative process of moving back and forth between literature and interviews, a total of 302 codes were identified. The process continued until all concepts were allocated to relevant themes. After allocating all concepts to sub-themes and categorizing sub-themes as main themes, the aforementioned process was reviewed several times. In fact, sub-themes and main themes were refined multiple times, and in some cases, they were separated, combined, deleted, or added. The process continued until a satisfactory thematic map of the data was obtained. This thematic map includes 125 concepts, 34 sub-themes, and 8 main themes.

The present research was conducted with the aim of presenting a model for managing customer experience in multi-channel distribution channels in the banking industry. After collecting data, analyzing and interpreting it, the model was presented, and the research findings were summarized. According to the model mentioned in this study, organizational, psychological, marketing, and communication factors affect the configuration of banking services, products, and channels. These factors contribute to the customer experience and ultimately lead to customer satisfaction, loyalty, repurchase, and word-of-mouth advertising. Environmental and industrial factors also have an impact on the overall situation. In the research model, novel components such as security and risk management infrastructure, customer perspective, customer engagement, service channel scope, support in service channels, customer journey mapping, and the economic function of customer experience were provided. These components have not been directly addressed or thoroughly studied in previous research.

The purpose of this study is to investigate the impact of strategic focus dimensions on relational capital in family and non-family companies admitted to the Tehran Stock Exchange.

In terms of the nature or method of data collection, this research is descriptive and correlational and based on structural equation modeling. This research is applied research in terms of its purpose. The statistical population of the research includes managers of family and non-family companies admitted to the Tehran Stock Exchange, where family companies are 38 companies and non-family companies are 757 companies. The sample size using the Cochran formula is 34 for family companies and 255 for non-family companies, as well as cluster random sampling method. The main tool for data collection is a researcher-made questionnaire using Debiki et al.'s (2020) indicators and questions.

In this research, the main hypothesis: dimensions of strategic focus on relational capital in family and non-family companies admitted to the Tehran Stock Exchange were confirmed, and two sub-hypotheses were confirmed and four sub-hypotheses were rejected.

Consider the impact of strategic focus dimensions on family and non-family companies and the difference that strategic focus has. Invest in family-owned companies because the markets trust these companies and provide them with many facilities.

Today, we are witnessing the widespread use of artificial intelligence in various fields of marketing. For example, Prime Air Amzon.com uses drones to automate transportation. Domino's Pizza is experimenting with self-driving cars and delivery robots to deliver pizzas to customers' doorsteps. Lexus uses IBM Watson to script its "Intuition Drive" TV commercials. Based on emotional analysis, affective detects the emotions of consumers while watching advertisements. Replica is a chatbot based on machine learning that provides emotional comfort to customers by imitating their communication styles. It has even been claimed that artificial intelligence will fundamentally change the future of marketing. However, academic marketing research to date has not provided sufficient guidance on how best to leverage the benefits of AI for marketing impact. Artificial intelligence systems and programs have become widespread in different industries and different sectors of companies and organizations and have led to close competition between them and have also provided various opportunities for marketing strategy and process. However, research on the application of artificial intelligence in marketing planning has been scattered, and there is a need for a comprehensive research on the past research trend and the future trend of this issue. The current study aims to identify the antecedents and consequences of the application of artificial intelligence in the develop a marketing plan.

This study was conducted with a mixed approach, in the quantitative section by using bibliometric network analysis of existing research background published between 2010 and 2022 and in the qualitative section by using the meta synthesis strategy. A comprehensive review of 115 articles indexed in the Scopus database helped to identify the performance of scientific actors such as the most appropriate authors and the most appropriate sources. In addition, co-authorship and co-occurrence analysis using VOSviewer software suggested a conceptual and rational network. By applying the meta synthesis method to investigate the dimensions of the marketing plan based on artificial intelligence, 59 articles out of 115 indexed articles were analyzed.

According to the results, only one paper was published in 1985 in the field of "Artificial Intelligence and Marketing". Until 2010, when this issue has been gradually noticed by researchers, and the trend of publishing articles from 2010 to 2022 had an upward trend. In 2021, 50 articles have been published, and in 2022, 21 articles have been published until today. Most of the articles related to artificial intelligence and marketing have been published in the Australian Journal of Marketing. To understand the most effective source, 5 of the most suitable sources were compared in terms of H index and SJR index. Journal of Business Research in terms of H index and Journal of Marketing Science Academy in terms of SJR index have the most points and are the most suitable sources. "Liu Wai" won the highest rank among all researchers with 3 articles published in the field of artificial intelligence and marketing. "Liu Wei" has an H-index of 8 and 16 published articles, while "Huang" has an H-index of 75 and 328 published articles, which has more citation records than the rest of the authors. Among the analyzed articles, the highest percentage of studies related to the product/consumer factor (38%) and the lowest The percentage of studies conducted is related to the price/cost factor (14%). Based on the results of the meta synthesis study, it is possible to use mechanical artificial intelligence for standardization, intellectual artificial intelligence for personalization, and emotional artificial intelligence for relationalization. Based on the results, the antecedents of the use of artificial intelligence in developing a marketing plan include technological, organizational, environmental, behavioral and individual factors and the consequences include customer experience, customer journey management, profitability, competitive advantage, customer satisfaction, customer loyalty, customer relationship management and customer engagement.4. Discussion and coclusion: The research findings of the review of all scientific sources conducted from 2010 to 2022 show that so far no comprehensive research has been done for the integration of the Rabazi program stage. Therefore, the most important finding of this research is the review, analysis and classification of the planning phase of artificial intelligence based on metacombination. In this research, 59 articles that directly examined the issue of marketing planning based on artificial intelligence were selected for analysis. The selected studies were coded and finally, 152 distinct primary codes were identified. In the next step, the codes were categorized in the form of 35 concepts or sub-categories, and finally, based on the results of the analysis, concepts in 4 main categories as dimensions of the evaluation program based on artificial intelligence, 5 main categories as antecedents of the evaluation program based on The basis of artificial intelligence and 7 main categories were identified as suffixes of the marketing program based on artificial intelligence, and their quality test was also confirmed. Finally, based on the analysis, a model for the use of artificial intelligence in developing a marketing plan is proposed, which consists of the three dimensions of artificial intelligence, mechanical, intellectual, and emotional, and their benefits include standardization, personalization, and relationship building. It uses marketing mix dimensions.

At the same time as the new wave of technology, the expectations of customers from banks are increasing, because the customers of banks have become more educated and aware; Therefore, customers expect a better experience from banks. In recent years, in addition to the effects of technological advances, service marketing has focused on relationship-based and experience-based approaches. This literature shows the importance of creating, developing, and maintaining long-term relationships with consumers because it leads to positive word-of-mouth advertising, customer loyalty and retention, and improved sales performance. The role of customer relationship management in the bank as a strategic tool in the development of service activities is undeniable. Today, with the introduction of new electronic communication technologies, the discussion of customer relationship management has evolved due to the creation of new communication platforms and has given many new possibilities to organizations and economic enterprises. Experience the benefits themselves. Successful experience in providing banking services can be interpreted as a customer experience. Customer experience is an experience of using banking services that is considered as a tool to assess the consumer whether or not to continue using the services. Consumers 'success in shopping in a financial institution or bank will lead to a positive customer experience, while consumers' failure to receive services will lead to a negative customer experience. The key to the banking industry's success is how banks can create a positive customer experience.

In terms of practical purpose, this research is survey-type descriptive research in terms of nature and method. The statistical population of the research is the customers of banks and financial institutions in Shahrekord, and a Likert scale was used to design the questionnaire. The questionnaire used had 41 items. To check the validity of the questionnaire, the method of content validity and construct validity was used; this means that the questionnaire was given to several professors who unanimously confirmed the validity of the questionnaire. Convergent and divergent validity were used to check the construct validity and the results showed that the questions have good validity. To evaluate the reliability of the questionnaire. Based on the results, Cronbach's alpha and Composite reliability coefficient was obtained for all research variables above 0.70. In this research, the sampling method is simple random sampling, and considering the unlimited size of the population and using Morgan's table, the number of samples is estimated at 389 people. The method of data analysis was structural equation modeling with the help of SmartPLS software.

The research results show that customer experience has a positive and significant effect on customer trust. In this regard, it is suggested that trust-building activities should be taken into consideration. The research results show that customer experience has a positive and significant effect on customer commitment. It is suggested that employees create a unique experience for customers. The research results show that customer experience has a positive and significant effect on customer satisfaction. The research results show that customer experience has a positive and significant effect on customer loyalty. It is suggested that by involving the customers in the service activity, the banks should make the customers curious so that they think about the better service provided by the bank and financial institution when they are at home. The research results show that customer experience has a positive and significant effect on customer citizenship behavior. Banks should try to create an experience to guide other customers. The research results show that customer trust has a positive and significant effect on customer satisfaction. Using periodical lotteries for customers can maintain customer satisfaction and efforts to make services competitive and easy to access bank services and provide high performance software for customers can maintain customer satisfaction and to improve loyalty. The results of the research show that customer trust has a positive and significant effect on customer loyalty. Banks can protect customers' accounts and information so that customers feel that their information is safe with the bank. The research results show that customer trust has a positive and significant effect on customer citizenship behavior. If the customer has the necessary trust in the bank and the services, they want his time to explain to other customers, and such customers also create a competitive advantage for banks. The research results show that customer commitment has a positive and significant effect on customer satisfaction. The employees and officials of the bank should perform committed activities such as trying to strengthen the relationship between the customer and the bank in various ways such as proper treatment, appropriate appearance of the employees, and the way of serving with an open face. The research results show that customer commitment has a positive and significant effect on customer loyalty. Officials and practitioners of banks and financial institutions should try to encourage customers to serve the bank again for other banking services. The research results show that customer commitment has a positive and significant effect on customer citizenship behavior. Employees should try to maintain committed customers and by creating short-term incentives, encourage them to provide their practical suggestions on how to improve service.

The most important contribution of this research is the proposed conceptual model that shows the effect of customer experience on relationship quality and customer behavior. As the business environment becomes more competitive, customers are becoming more aware. Consumers who have a better experience with a service try to encourage others to use that service. However, the findings of this research show that the quality of customer experience in the banking industry plays an important role in the occurrence of customer loyalty, satisfaction and citizenship behavior. The present study provides a new insight into the dynamic environment of the banking industry and consumer behaviors.

Since, the digital business industry has been able to experience great growth in recent years due to the growth of Internet access and the acceleration of digital transformation in business, and also due to the newness of a large percentage of companies in this industry, the competition among them are very high and the cost of changing the brand for customers is low, as a result, focusing on branding and examining the customer brand co-creation approach in this industry is of particular importance. This approach is an organic perspective of the brand that is replacing the traditional perspective that considers brand management only under the management and control of the company. The customer brand co-creation behavior emphasizes that the brand is formed and developed in collaboration with stakeholders and it is a set of voluntary, active actions based on customer interaction, which is based on the relationship between the brand and the customer and in line with the value creation for the brand and its growth. This approach can be very effective for digital and online businesses where the cost of switching brands for customers is low. Consequently, it is necessary to investigate the critical success factors (CSFs) of customer brand co-creation behavior. The aim of this paper is to identify the CSFs of customer brand co-creation behavior, model them and determine the most important CSFs through scenario analysis.

This paper is a mixed research including two phases. In the qualitative phase, the CSFs were identified through semi-structured interviews which conducted with 30 experts of academic and industrial in the fields of marketing and branding that data collected are analyzed using thematic analysis approach. The selection of experts has been done in a judicious and purposeful manner, and the snowball method was also used to find suitable experts for interview. In the quantitative phase, CSFs are modeled by fuzzy cognitive mapping approach. The request data is also collected using a researcher-made questionnaire which distributed among experts. This modeling leads to a relative understanding of the relationships between CSFs and helps in determining the sequence of factors and also improves performance. Finally, scenario planning is used in the form of forward and backward scenarios for better analysis of the model3.

Theme analysis shows that in total, there are 71 conceptual codes in the form of 19 semantic themes for the CSFs of customer brand co-creation behavior in three levels of “organizational readiness”, “community support and governance” and “customer willingness and interaction”. The results obtained from scenario analysis illustrate that “strategic attitude towards co-creation”, “expert knowledge in the field of co-creation”, and “preparedness of managers” are the most important influential factors. Furthermore, “brand loyalty”, “brand trust” and “customer identification with the brand” are as the most influencing factors. Forward-facing and backward-facing scenarios and also their overlap indicate the importance of "strategic attitude of co-creation" and "managers' readiness". Therefore, companies need to pay special attention to these two factors.

The results of the research emphasize the need for a long-term perspective in co-creation behavior, attracting managers based on the necessary competencies for brand co-creation and in-service training. In the formation of a strategic attitude in the organization towards the customer brand co-creation approach, it is suggested that managers of companies understand this approach with details, know its possible advantages and disadvantages, examine the challenges of this direction, and formulate a comprehensive plan to achieve long-term objectives in the field of customer communication and also partnership strengthen with customers.Managers' readiness is considered as one of the most important CSFs in the formation of customer brand co-creation behavior. It is suggested that the companies consider benefits of the partnership with customers and this approach in the path of brand growth and development and specialized contents prepare about the advantages and disadvantages of using brand co-creation for managers which increase their knowledge and make more informed decisions in this field. The most important action is to attract capable managers according to the personality traits and skills necessary for co-creation. In-service trainings and promotion path based on merit will also be complementary steps for this issue.Since there is no research has in the field of competencies required for managers in order to co-create the brand and the role of managers' preparation in this process is high, it is suggested to implement a research in this field. Furthermore, due to the limitations of empirical research, using the causal relationships and hypotheses raised among customer brand co-creation behavior and other variables of branding and marketing is suggested that the validity of these relationships in different businesses should be investigated.

Social media have helped the process of environmental protection and formed the attitude of consumers to have a more conscious behavior towards the environment. Therefore, the current research uses the theory of planned behavior (TPB) to explain the role of social media on the purchase intention and motives (altruism and selfishness) of consumers.

In terms of the practical purpose and in terms of the method and time period of data collection, the current research is among cross-sectional survey researches. Data collection was done using a standard questionnaire whose validity was checked by face validity and reliability by Cronbach's alpha coefficient. To test the assumed relationships in the research model, a statistical sample including 211 consumers of green cosmetics in selected cities was used using the probabilistic method available. In order to analyze the data and results, structural equation modeling technique has been used.

The findings show the importance of the role of social media on consumer attitudes, mental norms, altruistic and selfish motives in a meaningful and positive way. On the other hand, the influence of these variables as the prerequisites for the intention to purchase green cosmetics.

Using the results of this research, it is possible to help marketers and marketing researchers in designing targeted and useful social media advertisements in order to increase the purchase intention of consumers. Also, by planning and applying basic solutions to prevent environmental pollution and protect the environment, he created and institutionalized it among consumers.

With the development of digitalization of marketing activities, marketing professionals increasingly use social media as a strategic tool for effective interaction with customers and stakeholders. Experience shows that firms should have a social media presence for their activities, because the strategic use of social media can be increasingly effective to increase the firm's competitiveness, create a convenient and low-cost user experience, and improve the well-being of customers. On the other hand, the potential gains of social media technologies are evident in business markets and customers are more informed. Also, growing evidence shows that social media can be used strategically to facilitate effective communication with customers, customer retention, and improve firm performance against competitors. Accordingly, social media use is a very good predictor of improved communication and performance development. Finally, with the changes and developments of the digital space and the acceleration of activities, most firms have turned to social media to improve their market share. Based on this, the aim of this study is to investigate the mediating role of market penetration strategy and customer relationship management in the relationship between social media use and market share of knowledge-based firms.

This research is a quantitative study, which is considered an applied study due to its nature and results. The statistical population of this research includes knowledge-based firms active in the field of information technology, communication and computer software in the Iran country. The number of these firms in the country is equal to 1891 companies according to the statistics of the vice-chancellor for the development of knowledge-based companies. The data collection of this article was done by means of a questionnaire and in the form of a 5-level Likert spectrum from the statistical population. It should be mentioned that because managing directors and senior managers of firms have more control over firm policies, they were used to fill out the research questionnaire. Also, in order to be surer of the research questionnaire, validity and reliability processes were checked and the necessary corrections were applied with the opinions of experts, and the reliability of the variables was reported and confirmed. In this study, a stratified random sampling method was used from the studied population, and according to the number of the statistical population, Cochran's formula was used to estimate the sample. Also, by collecting 218 data from the statistical population, analysis was done on the subject of the research. It should be noted that several hypotheses were presented to establish the relationship between variables, which were analyzed by structural equation modeling and SPSS and Amos tools.

The outputs show that the social media use has a positive effect on the market penetration strategy. Also, the social media use has a positive effect on customer relationship management. On the other hand, social media use has a direct and significant effect on the market share of knowledge-based firms. Another finding of the study is related to the mediating role of penetration strategy in the market. The result shows that the market penetration strategy mediates the relationship between the social media use and the market share of knowledge-based firms. Finally, the results show that the mediating role of customer relationship management in the relationship between social media use and market share of knowledge-based firms is significant.

Nowadays, with the advent of the digital space, entering different markets became smoother for all types of firms, because it became possible to reach many customers in different places with little cost and little time. On the other hand, in order for firms to maintain their survival in these complex conditions, they need to access an acceptable share of resources and customers in their industry so that they can achieve a good market share and continue their existence. Based on this, the present study acted through the strategic social media use to improve the market share of knowledge-based firms. On the other hand, in order to realize this importance, we took help from market influence variables and customer relationship management to achieve this goal in the relationship between independent and dependent variables, which had not been noticed by researchers in previous studies. Therefore, the aim of the present study was to examine the mediating role of market penetration and customer relationship management in the relationship between the social media use and the market share of knowledge-based firms active in the field of information technology, communications and computer software. For this reason, the contribution of this study in increasing the subject literature and presenting a new model in line with the research variables and the target population is significant. The results showed that the mediating role of market penetration strategy is significant. In this regard, it can be stated that knowledge-based firms can implement their market penetration strategy by investing in social media platforms and activities with the aim of achieving the desired market share. Therefore, knowledge-based firms active in the field of information technologies, communication and computer software can customize their market penetration strategy for social media in order to achieve a significant market share. On the other hand, the present study showed that customer relationship management is a mediating variable in the relationship between the social media use and the market share of knowledge-based firms active in the field of information technologies, communications and computer software. This finding shows that improving the market share through the implementation of the strategy of using social media is not done in a direct way and requires improving the capabilities of managing the relationship with customers in the social media space. Based on this, managers of these firms should prepare their employees for online and digital environments and strengthen the capabilities and skills of online communication with customers in employees. Finally, based on the results, this research has provided practical suggestions for the statistical community.

In recent years, online channels are rapidly replacing traditional channels, so that shopping and consumption have grown with an annual growth rate of more than 18% in the last decade. Gamification has quickly become a trend in service marketing. Gamification is a service improvement process that is achieved by achieving useful game experiences and its purpose is to support the user creating overall value in the game. In fact, the use of game design elements (for example: points, billboards and badges) in non-game contexts is to promote user engagement. Many researches refer to it as the main goal in this field. Many researches that have been done about gamification and its effects emphasized the entertainment aspect and customer experience, but the rational and psychological aspects of using gamification and its effects on customer behavior, including conflict, have been neglected. While the role and importance of perceived service quality in customer behavior cannot be ignored, through the implementation of gamification, service quality can be improved in the mind of the consumer. Thus, this paper aims to investigate the effect of gamified e-service quality on customer behavioral intention through customer engagement as mediator in e-retailing.

The present research is a mixed study. The data of this research were collected in two quantitative and qualitative stages. In the qualitative phase, a semi-structured interview was used to collect the opinions of elites and managers, and with thematic analysis method, concepts and themes related to the variables were obtained and categorized. Then, by studying previous theoretical literature, the research conceptual model and research questions were designed. In the quantitative stage, it included confirmatory factor analysis for scale validation, confirmatory factor analysis and structural equations. The sample population of consumers was considered to be users of online retail stores, who were selected non-randomly available. Quantitative stage data was collected through a questionnaire designed with a 5-point Likert scale. The sample size for confirmatory factor analysis was 549 buyers. The collected data were used for confirmatory factor analysis using SMART PLS 3 software.

Based on the results obtained from the theme analysis, ease of use, reliability, interaction, visual appeal, emotional appeal and security were introduced as dimensions of the gamified e-services quality. Among these dimensions of interaction, visual appeal and emotional appeal were extracted from thematic analysis. Identified outcomes include customer engagement, behavioral tendencies. According to the results, the gamified e-services quality positively affects customer engagement and behavioral intentions. The relationship between customer engagement and customer behavioral tendencies is also significant. In addition, customer engagement mediates the relationship between the gamified e-services quality and customer behavioral tendencies.

This study connects gamification to service marketing on gamification as a service system and game design elements can be considered as services. Based on this, gamification served as a quality improvement process. Also, this study showed that the quality of gamified e-services is a multidimensional variable consisting of security, interaction, emotional appeal, and visual appeal. Second, investigations on indirect effects also showed that the effect of the quality of gamified e-services on customer behavioral intention is positive and strong through the mediating variable of customer engagement.Confirming the impact of the quality of gamified e-services quality on customer engagement shows that the player's participation in the game completes the game service by creating interaction. This concept is also consistent with the definitions of games, where the player's voluntary commitment and participation are seen as one of the main building blocks of a game. However, according to service marketing theory, customer engagement with a brand or organization leads to his positive performance in terms of introducing and providing positive feedback to the organization. Gamification can be a customer feedback mechanism that creates a low-cost and powerful channel for attracting and retaining customers, and helps managers focus on creating superior brands in the minds of customers. Also, collecting and analyzing opinions and feedback from customers can provide companies with the knowledge needed to improve product quality and product development. In line with the results of this research, they showed that understanding the quality of electronic services can cause more customer involvement. Our results help e-retail managers identify customers based on their personality traits and focus their marketing efforts accordingly as they seek to capitalize on engaged customers. Service providers should use mass media effectively to evoke a sense of connection with customers and the importance of the service to them. They should also continuously interact with customers through social media where gamification can be implemented and immersion can be enhanced.These results help the companies to have a comprehensive and documented planning in the customer satisfaction survey and to know their opinions about their purchases. Categorize customers based on the number of purchases and purchase times, and byidentifying and targeting loyal customers, consider incentive programs for them. In the same way, encourage other customers to finalize the purchase by playing games.Based on the results obtained from the model, retail companies can design and formulate a strategic document for designing the customer journey through gamification of their journey based on communication elements such as team building and communication between retailers and users, and personal characteristics such as identity characteristics, which will lead to predicting behaviors and evoking the behavioral tendencies of customers through gamification. Improving managers' understanding of customer expectations will help them respond quickly and effectively to the needs of customers who access and use the website. Meanwhile, game dynamics and mechanics should be used to create conflict and persuade customers to increase their durability.

The Covid-19 pandemic has caused significant changes in various aspects of people's lives around the world. The outbreak of Covid-19 is a reminder that epidemics, like other disasters and events that happen rarely, have happened in the past and will happen in the future. Even if we cannot prevent the creation of dangerous viruses, we must be prepared to reduce their effects on society. The Covid-19 pandemic, which has affected the entire world, has caused changes around the world and in many areas of life. These changes have affected consumer behavior and continue to affect them. Although past societies have been affected by several epidemics and pandemic, it is difficult to estimate their long-term economic, behavioral, or social impacts. These aspects have not been studied in the past. There are few studies to show what the consequences of major historical pandemics over the past few years have been in the area of consumer behavior. In addition, scientists suggest that new Pandemic continue to pose a risk in the future. Therefore, understanding the life of consumer behavior in the face of this pervasive disease and even beyond, is of great importance for marketers as well as business planners and policy makers. These changes have also affected consumer behavior. The purpose of this study is to explain consumer behavioral responses during the outbreak of the Covid-19 pandemic, with an emphasis on food consumption.

In order to answer the main question of the research, an in-depth interview and the design of the interview protocol have been used according to the literature review. By using the purposeful sampling method, 40 interviews were conducted with consumers in Tehran and analyzed with MAXQDA software. In this research, Cohen's kappa index was used to measure the reliability of interview coding.Based on the data analysis, consumers respond to the existing crisis in three stages, reacting, coping and adapting during the outbreak of COVID 19. In order to analyze the data, at first, after the interviews were transcribed, the interviews were read several times. In the next step, coding started.

After data analysis and open, axial and selective coding, 23 codes were obtained, which were classified into three categories: reaction(postponing purchases; reducing consumption; replacing with other items; online shopping; telephone shopping; increasing purchases; decreasing purchases; increasing sensitivity to the shopping environment; increasing Compliance with health protocols; visiting physical stores less often; visiting small stores near where you live and visiting virtual stores more), coping (doing things by yourself and trying new products or brands)and adapting(healthy diet and increasing consumption of dairy products and healthy foods; increasing the consumption of organic products and vegetables; changing lifestyles; awareness of health and hygiene; reducing the consumption of prepared and frozen foods; using disinfectants and being more sensitive about hand hygiene; online shopping; cooking at home ; sensitivity to the shopping environment), and finally, the results of the analysis were presented in the conceptual model.

Combining and integrating the researches, a comprehensive model has been presented in relation to consumer behavioral responses during the outbreak of Covid-19. The obtained results were presented in the form of a conceptual model. The results showed that at the beginning of the outbreak of the pandemic of Covid-19, people reacted to the outbreak in the form of things such as went to physical stores less, postponing purchases, shopping online and by phone, so that they are less exposed to infection. Also, after some time, by doing things by themselves, such as cooking, they have coping with Covid-19, and finally, things like a healthy diet, sensitivity to the shopping environment, lifestyle changes, and online shopping are among the things that are still in the long term. The Covid-19 pandemic has brought about changes in consumer behavior. The results of this research showed that during the period of Covid-19, consumers used to buy from supermarkets and stores near their places of residence and stated that they would visit them after the end of the period, i.e. in the post-Covid-19 period. Therefore, small and local retailers can use this opportunity to offer products and services. The pandemic provided the opportunity to shop online and over the phone, and consumers preferred home delivery to be less exposed to the virus, so retailers, stores and even small supermarkets should take note. There is also the possibility of subsequent epidemics, therefore, marketers and stores, large and small retailers must acquire the necessary preparation in terms of infrastructure to face it in order to reduce its effects. Businesses must design new models to meet the changing or evolving needs of consumers in the post-Covid-19 era.

Digital marketing is now considered the most important way to advertise and sell products. One of the main tools used in this method is engaging and diverse visual content, such as photos, videos, and graphics, which helps to attract audiences. Despite this, the model focusing on visual stimuli has received less attention. However, visual features are crucial in making digital marketing efforts effective. Therefore, this study aims to discover and analyze the components and factors that attract customers in digital marketing based on visual stimuli.

The method of this research is mixed, inductive-comparative approach, its strategy in the qualitative part is Glaserian or emerging grounded theory and in the quantitative part, survey. The tool for collecting information in the qualitative part is the use of semi-structured interviews and in the quantitative part an illustrated questionnaire taken from the questionnaire created by the researcher in order to evaluate the central phenomenon of the research. Paying attention to the coding method in Glaser's approach, i.e. open, selective and theoretical were coded, the quantitative part was implemented using confirmatory factor analysis and structural equations and using SMARTPLS software. The statistical population of the qualitative section were experts who had rich knowledge and experience in the field of digital marketing and cognitive science, and theoretical saturation was achieved through interviews with 14 of these experts. In the quantitative part, the statistical population was 384 customers and followers of the website and social pages of the stone industry company, who were selected based on Morgan's table and answered the questionnaires. Sampling in the qualitative part is of the targeted type in the form of snowball, from among the selected experts from the studied community, and in the quantitative part, sampling is available from the members of the statistical community. In order to provide validity in the qualitative part of the research, attention was paid to the criteria of credibility (acceptability), trustworthiness, reliability, and smooth transferability. In order to measure the reliability of the qualitative part of this research, the agreement coefficient of two coders was used, for this purpose, about 15% of the interviews were recoded by a research associate, the calculated Cohen's kappa coefficient showed the desired number of 0.74. The calculation of this coefficient was also based on It was done through MAXQDA software. In order to evaluate the validity of the questionnaire, face validity and experts' opinions were used, and construct validity was investigated by factor analysis method. Also, in order to evaluate reliability, Cronbach's alpha coefficient was used, which showed favorable values in this research.

The analysis of the interviews in the qualitative part of the research has been statistically, 485 open codes, 53 concepts and 15 main components from the perspective of the selected, which include the Causes including: individual, organizational, globalization, Covariance including: digital marketing mix, commercialization of technological knowledge, Condition including the development of marketing capabilities, changing consumer behavior, optimal e-commerce, Condition include the development of marketing capabilities, changing consumer behavior, optimal e-commerce, Contingencies include: unforeseen, legal, and cultural factors, and the research Context includes: social media, social networks, and Consequences include: improving organizational and customer performance., which revolves around the central phenomenon of the research, i.e Visual stimuli, in the 6c family of Glaser which was found to be suitable for this research, drew the research model. Also, the comparison of the findings of the quantitative part of this research with the findings of the qualitative part confirms the exception of the use of the color of the year in presenting the content for the purpose of persuasion, which seems to be caused by the cultural differences of the society that may be in the choice of the color of the question. It has not been widespread. And there is also the possibility that this case had such a result in the statistical population of this research and its impact in other statistical populations should also be addressed.

Digital marketing based on visual stimuli significantly improves and strengthens the results of digital marketing activities by considering the factors and components affecting this phenomenon. Visual stimuli in digital marketing using images, videos, designs and texts, and other visual signs hidden in the digital marketing process, if used following the customer's behavioral characteristics and journey process, can lead the mental interpretations of customers to the desired direction and situation. By increasing awareness, perception, and persuasion, these stimuli can facilitate and accelerate the customer's decision-making process and optimize the conversion rate and customer attraction. Also, the results of this research show that digital marketing can positively affect customer performance through interaction and improvement—marketing activities and increasing customer loyalty, satisfaction, and attraction. The results of this study identify new angles of how to use visual stimuli in digital marketing and introduce the customer attraction model in digital marketing based on visual stimuli; it helps to understand customers and their needs better. It leads to significant performance improvement for customers and businesses. It also allows businesses and marketers to use this model in the best way to use their marketing strategy and have more advantage in competition with other competitors.

Tourism experience is the real source of destination attractiveness and long-term competitive advantage. Understanding the main factors of tourism experience in destinations is a vital step towards managing and providing a satisfactory destination experience to tourists. The purpose of this research is to study the phenomenological experience of Iraqi buyers in the consumer markets of Khuzestan province. The phenomenological study of buyers' lived experience is a qualitative research method that aims to understand the nature of the experience of buying goods or services lived by people. This study seeks to examine the meaning and importance of the buyer's experience from their own perspective, rather than imposing preconceived concepts or theories.

This research is an applied research in terms of its purpose. And based on the method of data collection, it is descriptive-exploratory. Also, this research is interpretive in terms of intellectual paradigm, in terms of depth and qualitative in terms of the nature of data. The statistical population of this research are all Iraqi buyers in the consumer markets of Khuzestan province, which is the common feature of all the people selected in this research being Iraqis and the "lived experience" of shopping and attending the consumer markets of Khuzestan province. According to the theory of theoretical saturation, the sample size of the research is 13 people, because no new concept or material was added to the interviews in the interview with the next people. The study begins by describing the research context, including the type of goods or services purchased, market or store location, and cultural and social factors that may influence the shopper's experience. Then the researcher selected a group of buyers to participate in the study. The sampling method in qualitative research was snowball type. In this way, the people who were interviewed introduced the next people. The collection tool is a semi-structured interview. Interviews were conducted using open-ended questions that allowed participants to describe their experiences in their own words. After collecting the data, the researcher uses the phenomenological method to analyze the data. This involves interpreting the meaning of the participants' experiences and may involve identifying patterns and common expressions in the data or analyzing the data relative to existing theories and frameworks. The researcher used a hermeneutic approach to analyze the data, which included interpreting the meaning of the participants' experiences. Data analysis is done with Vanmenen's (2006) approach, which is called "thematic analysis", and the obtained model was drawn by MAXQDA software.

From the interview with the participants of this research, 9 main themes and 30 sub-themes (first-level themes) were obtained. The main topics include trade and economy, consumer culture, wealth and income, tourism and entertainment, the possibility of education and treatment, the reputation and credibility of Iranian products, culture, religion and common customs, communication barriers and current conditions in Iraq. . Each of these mentioned factors has sub-topics.

Considering the contribution of Iraqi buyers in the purchase and export of small and partial consumer goods in the country, especially in Khuzestan province, it is important to pay attention to this phenomenon as an important factor in the growth of exports, as well as reducing marketing costs and creating demand for Iranian products, which directly affects the country's production. It is in high strategic and commercial priorities. Consumer choice includes various dimensions such as financial, psychological, sociological and some other factors, so there is a wider scope for consumer research and analysis, identifying needs and purchasing behavior. The academic community as well as commercial companies have conducted a lot of research in the field of consumer behavior in different ways. The purpose of this study is to phenomenologically analyze the phenomenon of the lived experience of Iraqi buyers in the consumer markets of Khuzestan province, which leads to a deeper understanding of this phenomenon and reveals new horizons about the phenomenon of shopping in the consumer markets of Khuzestan province to be a guide for marketers in formulating marketing strategies. This study aims to develop an integrated conceptual framework of tourism experiences in the destination based on the theoretical and conceptual understanding of tourism experience as an emerging topic in tourism research and consumer behavior. This framework helps tourism organizations and policy makers in expanding their understanding of various factors and processes when considering the formation of the tourism experience. By doing so, tourism organizations and other tourism stakeholders can manage the prerequisites for enjoyable experiences for tourists, which are likely to encourage tourists to return to the destination and recommend it to others. The findings of this study revealed several issues related to the lived experience of Iraqi buyers in the consumer markets of Khuzestan province. One of the main topics was the importance of communication and social networks in facilitating trade between Iraq and Iran. Participants described how they advised their family members, friends and acquaintances to navigate the markets and find reliable sellers. Another key issue was the challenges faced by Iraqi buyers, including language barriers, cultural differences and discrimination. Participants described how they often feel like outsiders in markets and have to work hard to build trust with Iranian sellers. Overall, this study provides valuable insights into the life experience of Iraqi shoppers in the consumer markets of Khuzestan province. Findings can be used to inform policies and practices that support cross-border trade and promote greater understanding between Iraq and Iran.