نشریه مطالعات مدیریت، اقتصاد و کارآفرینی
سال دوم شماره 1 (بهار 1400)

Given the importance of digital marketing strategies and increasing the attention and need of companies, organizations and organizations in this area and the important role of digital marketing in achieving organizations, companies will be successful in customer loyalty. The expansion of digital markets in the present age and the emergence of global sales-based websites has caused a change in the pattern of consumer behavior toward buying from companies. Consumer behavior management is considered in digital marketing. This article gives you a brief overview on digital marketing and its important marketing strategies. In the following, the study perspectives of customer loyalty and consumer behavior, including decision-making, empirical and behavioral perspectives, are presented. They are listed. And in the end, a conclusion is made. The results indicate that by relying on the proper implementation of the strategy, the possibility of receiving digital marketing feedback and establishing system interaction and creating mental images in the digital environment, consumers' mental structure can be focused on online shopping and their purchasing decision process and created their loyalty.

The emergence of new technologies is constantly creating changes in today's societies, and among them, information technology is one of the most effective. To survive as technology advances, organizations must consider mastering new technologies in businesses as an inevitable necessity. Given the importance of this topic, this study has comprehensively identified and introduced the role of information and communication technology on communication satisfaction and organizational learning. Therefore, the purpose of this study was to investigate the role of information technology on communication satisfaction and organizational learning. The research method is a systematic review. And in the end, a conclusion is made. The results indicate that information technology has played an effective role in communication satisfaction and organizational learning. Therefore, by recognizing the impact of information and communication technology on communication satisfaction and organizational learning, we have created a complete and comprehensive view for the benefit of policy makers in the field of information and communication technology.

For companies that lack innovation and creativity; Survival and success in the market is challenging. The excellent performance of employees is not always enough to gain a competitive advantage, but in it, innovative behaviors and creativity can be considered as the necessary combinations to build it. Therefore, the purpose of this study is to investigate the role of innovative behaviors on sustainable competitive advantage with the mediating role of creativity. The research method is reviewed and studied by related research. The results of the research showed that; Innovative behaviors affect sustainable competitive advantage. And suggests that customer-generated behaviors indirectly increase competition through marketing orientation. In addition, the development of innovation directly and positively, in addition to creating value, also affects competitiveness. Responding to innovative behaviors also affects employee creativity. Employee creativity is also effective on sustainable competitive advantage. The results showed that in order to achieve a high level of competitive advantage and market influence through employee creativity, emphasizes the need to improve the brand's mental image. In fact, the idea of ​​a higher level of creativity and their effectiveness in meeting the needs will be accompanied by a higher level of competition. Finally, it is suggested to apply policies and support to promote and expand the use of superior innovations and creativity in order to produce quality products to increase competitiveness.

Research on market dynamics, human capital, and market measurement capacity is limited. Human capital studies mainly examine its direct impact on market performance, but few studies have examined the impact of companies' human capital on their market measurement capacity through market dynamics. Our goal is to help marketing resources by examining the mediating role of market dynamics in building market measurement capacity. An issue that needs more attention is the role of dynamic market capabilities in creating the company's competitive advantage under different dynamic market conditions. Drawing on theoretical perspectives on dynamic market capabilities, this study attempted to fill these gaps. Jackie's results are that manufacturers and suppliers strive to achieve a sustainable competitive advantage in human capital development and strive for up-to-date and effective employee innovation and deliver the product to customers with good quality and price and good communication. It is suggested that companies plan for their competitiveness and formulate policies in this regard. Therefore, they should pay a lot of attention to increasing their market measurement capacities and innovative power. Finally, the implementation of policies and support to promote and expand the use of market dynamics and the development and capacity of human capital to produce quality products to increase competitiveness is proposed.

Large companies today are looking for a variety of methods and channels that use their full potential of new marketing methods to be able to attract their customers in a new space and without one-way communication and through the use of new methods, and since technology Information and communication have a wide impact on business processes and the Internet as the most effective Internet marketing platform with global coverage has enabled access to international markets, but many companies in terms of how to use different methods of marketing and selling Internet and Internet commerce and Its effects on the situation of companies in critical situations are not well known. This article aims to sell Internet marketing in times of crisis and with an overview of the definitions and principles of marketing and Internet sales and e-commerce, their advantages and disadvantages, seeks to encourage companies and institutions to use this type of marketing and business. Has emerged. The results of this study indicate that in today's competitive era and critical conditions, this type of marketing and business as a strategic factor and competitive advantage, has greatly helped Iranian companies in sales growth and increasing domestic and foreign market share, and if Iranian companies in Applying this type of technology, with the principles described in the article, will save a lot of time and money, as well as improve the situation of companies in critical situations.

With the rapid development of information and communication technology and smartphones, smart technologies and mobile applications have become a vast and integral part of everyday life. Acceptance of technology is a descriptive and provable satisfaction for using information technology in the tasks designed to support them. Research in which the term acceptance is used often tends from a theoretical point of view to technology acceptance models. Therefore, the purpose of this study is to investigate the role of acceptance theories in consumer behavior. In the following, we will have an overview of acceptance theories and their role in consumer behavior, and then a discussion and conclusion is given. The present study can help online retailers and online stores to understand the factors affecting the use behavior of customers and by adopting appropriate policies and actions, engage buyers and attract customers to long-term and short-term goals. Reach yourself.