نشریه مدیریت تبلیغات و فروش
سال پنجم شماره 1 (پیاپی 17، بهار 1403)

The purpose of this research is to identify and prioritize strategic cooperation scenarios between the private banking system and fintechs.

The statistical population of the research is managers, experts, representatives or knowledgeable people in the field of strategic cooperation between the private banking system and modern financial technologies. In terms of purpose, the research is applied, and in terms of method, it is considered a descriptive-survey research, which was used to collect data from a questionnaire, and to analyze the data, the method of analysis and analysis and SPSS software were used.

The results of identifying and prioritizing communication scenarios between fintechs (paytech, banktech and insuretech) and strategic cooperation models between the private banking system and fintechs (purchasing, investment, outsourcing and development of fintechs) after analyzing the desirability, respectively; For Bank Tech, the purchase model (0.427), for PiTech, the investment model (0.175), for Insure Tech, the outsourcing model (0.532) is preferred and the importance level is respectively; Bank Tech (48/592), PayTech (34/876) and Insurance Tech (18/532).

The increasing growth of new financial businesses prompts traditional banks to make fundamental changes in their business models in accordance with the new conditions. On the other hand, Iran's private banking system is facing wide-ranging issues in both the policy-making and micro-levels, and the need for fundamental changes is inevitable; Therefore, companies active in the field of financial technologies have challenged traditional banks with aggressive behavior and have taken a significant share of the market.

Today, social media has taken over all aspects of people's lives and has enabled extensive communication. For these reasons, businesses have tended to engage in marketing activities on social media to facilitate their relationship with customers. One of the main goals that businesses pursue by doing these marketing activities is to achieve special value in the minds of customers. In the same direction, the purpose of this study is to investigate the direct impact of social media marketing activities on brand equity and the indirect impact through brand trust and customer brand engagement. The research method is practical and descriptive-survey with correlation approach. the data were collected by questionnaires that completed by 304 Iranian Instagram users who follow at least one page of a clothing brand on Instagram. descriptive statistical methods by SPSS25 software and partial least squares structural equation modeling by SmartPLS3 software have been used to analyze the data. Finally, according to the results of the analysis, the positive and significant impact of social media marketing activities on brand equity, on brand trust and on customer brand engagement and also the positive and significant impact of brand trust on customer brand engagement and both on brand equity have been confirmed. brand trust and customer brand engagement have been proven as partial mediators in the relationship between social media marketing activities and brand equity.

The present study was conducted with the aim of investigating the effect of social media advertising on customer behavior with the mediating role of brand equity in Pegah Lorestan. The method used in this research was descriptive-survey and practical in terms of purpose and field branch. The statistical population of this research was all the customers of Pegah Lorestan in Khorramabad city, whose number is unlimited. Using Cochran's sample size formula, 384 customers were selected as a sample by simple random sampling. In this research, the standard questionnaires of social media marketing by Tolasiram and Varsha (2011), Aker's brand value (1991) and consumer behavior by Aizon and Feshban (2003) were used. Cronbach's alpha was calculated to check the reliability of the questionnaires, which indicated the satisfactory reliability of the questionnaires. In order to analyze the data, descriptive statistics including: mean, standard deviation, minimum and maximum score and inferential statistics from structural equations were used using SPSS version 21 and PLS3 software. It can be said that social media advertising has a direct or indirect effect on the behavior of customers in Pegah Lorestan. The results indicate that social media advertising has a positive and direct effect on customer behavior with a mediating role of brand equity in Pegah Lorestan.

The scope of technologies such as the Internet of Things has caused a large amount of data to be produced by humans and machines. In addition, the development of virtual space and Internet users also provides a platform so that the needs and opinions of customers and users of products and services can be easily recorded and exploited. This data is an opportunity to design products, services and systems in a data-oriented manner. The product design and development period behind the closed doors of the companies' research and development unit has ended. Companies must survive in the current turbulent era, take advantage of the knowledge available in the surrounding world, move towards open innovation, and create shared value. The customers and final consumers are the most important part of the value chain of any business, and one of the most important sources of information among them is their preferences and reviews. These resources are generally uploaded and stored on the Internet, online shopping and selling sites, social media, and other similar databases. Accordingly, it will be vital to use the reviews and experiences of customers in the process of developing new products. Considering the importance of this issue, this research has used bibliometric and systematic literature review.

The Company’s ability to earn Income from its business and management resources and fulfill future obligations can be defined as financial competence, in other words, financial competence means the ability of an insurance company to fulfill short-term and long-term financial obligations, if the insurance companies lose their financial competence, in the first stage, they lose the ability to create profitability and obtain appropriate returns in the next stage, they will be exposed to financial insolvency, Considering the lack of a specific framework for determining the financial worthiness of Iranian insurance companies and the main attention of the supervisory body to the ratio of financial prosperity, in the present study, an attempt has been made to present a systematic framework for determining the financial worthiness of insurance companies in Iran. In terms of its purpose, the current research is one of the developmental researches, and to conduct the research, the qualitative research method was used, and among the qualitative research methods, the meta-composite method was used. In order to achieve the goals of the research, 337 articles were reviewed in the period of 30 years (1994 to 2023) and finally 76 articles were analyzed using the metacombination method of Sandelowski and Barroso. The findings of the research presented 58 indicators, 15 components and 5 dimensions to determine the financial competence of insurance companies. In the end, by using Shannon's entropy method, the amount of support of the previous research findings from the current research findings has been determined.

Consumers' behavior is different when using human-imitating smart products. The purpose of this research is to investigate the effect of interaction with smart voice assistant and perceived risk and brand authenticity on trust as a mediating variable and their effect on brand loyalty. The statistical population of this research consists of 156 Iranian consumers of smart voice assistants, who were tested using a questionnaire. Data analysis was performed using SPSS 26 and Smart PLS 3 software to test research hypotheses.The findings showed that the effect of interaction with the smart voice assistant and brand authenticity on trust is positive and significant. The effect of perceived risk on trust was not significant. Interaction with the smart voice assistant had not a significant effect on brand loyalty, but brand authenticity and trust had a positive and significant effect on brand loyalty. Overall. the results indicate that the factors influencing the creation of trust and loyalty have changed in the age of artificial intelligence. Interaction with voice artificial intelligence has different results than interaction elsewhere, and also reducing the perceived risk of using artificial intelligence does not create trust. However, brand authenticity is very important in the world of artificial intelligence .

This research aims to examine and analyze export barriers effect on the marketing performance in Iranian petrochemical of South Pars region. Literature and background were studied, then through semi-structured interviews with 30 people including managers and experts from the commercial and marketing department of petrochemical companies were selected purposefully. The interview and content analysis method were used to identify the design components of the export barriers identification research model, and a questionnaire was developed. Then, quantitative approaches were used to verify the qualitative results and test the model, and LISREL software was used to analyze the data. Export barriers in Iranian petrochemical companies were identified in four categories including procedural barriers, knowledge barriers, marketing barriers and external barriers. The conceptual model of export barriers was defined and fitted based on the outputs of the quality department. According to the values of parameters related to the model along with factor loadings and path coefficients and according to the values of standard coefficients and significant coefficients of t obtained, it can be concluded that there is a direct relationship between the factors and the indicators showed that this model has a good fit. The results showed that export barriers had a negative effect on the marketing performance of petrochemical companies. External barriers with a path coefficient of -0.69, procedural barriers with -0.51, knowledge barriers with -0.49, and marketing barriers with a path coefficient of -0.43 ranked first to fourth.

The present research was conducted with the aim of designing the development model of entrepreneurial business model in small and medium-sized enterprises. This research is an exploratory type of research and in terms of the method of collecting information and data; it is field and descriptive-survey. The statistical population of this research in the qualitative part included experts, management professors and students with experience in entrepreneurship and managers of sports clubs as small and medium-sized enterprises. Participants were selected purposefully. According to the research objectives and theoretical saturation, 17 people were present in the qualitative and interview part of this research. Also, the statistical population in a small part included management professors, entrepreneurs, sports club managers and management students. The size of the statistical sample was determined using Morgan's table of 384 people, and finally 280 correct questionnaires were collected. In the qualitative part, the interviews were completely recorded and converted into writing, and then the researcher reviewed the conducted interviews and coded them. The results of interview coding and confirmatory factor analysis showed that five factors including branding, social network, strategies, tourism and entrepreneurial thinking are effective on the development of entrepreneurship in small and medium-sized organizations. Also, the branding component with the path coefficient (0.315) had the greatest impact on the development of entrepreneurship. The results of the present research help the managers of sports clubs to develop their services by using entrepreneurial tools to promote success and remain in the competitive arena.

Sales presentation is defined as the "main body" and as an important stage of the sales process. The aim of research is a model for effective salesperson presentation in industrial markets. method of research is qualitative, exploratory, applied, and analysis method is GT theory. The statistical population is the clothing wholesalers of Tehran. judgmental purposeful is sampling method and interviews were conducted with 15 salespeople. The data collection tool is in-depth interview. Validity and reliability of the research findings were checked by with expert academic researchers and data analysis was done using Nvivo software. The analysis of the interviews led to the identification of six main categories, which are: (1) Causal factors, including the core categories of passion for work and attractiveness of the seller. It includes the core categories of psychological capital, emotional intelligence, spiritual intelligence, managerial ability, product characteristics, and personality characteristics. (4) Contextual factors include the central category of situational factors. (4) Its consequences include the central categories of personal consequences and organizational consequences. (6) Effective strategies include the core categories of grooming, communication skills, professional ethics, and sales presentation skills. Finally, the final model consists of 15 categories, 44 concepts and 112 primary codes…

Social media plays an important role in transferring information and accepting mobile banking in banking systems. Social media, as a source of information, advertising and interaction, can have a significant impact on IDA variables, which represent different stages of purchasing behavior.This research aims to examine the impact of social media parameters on customers' cognitive stages through the TAM model among mobile banking users. This research applied that done by survey method. The statistical population of this study is mobile banking users in Tehran, of which 384 people were selected using simple random sampling. The technique used in this research is structural equation modeling. The data collection tool in this study is a questionnaire and the information analysis tool is Smart PLS statistical software. The findings showed that the transcendence component has an effect on five dimensions of consumers' cognitive stages and problem-solving also affects all dimensions of cognitive stages except attention. Moreover, the parameters used also affect evaluation, interest and action, but do not have a significant relationship with tendency and attention components. Information reasoning quality affects attention and tendency but not interest, action or evaluation. results show that social media can be used as an effective tool to promote mobile banking services. Therefore banks can increase awareness of mobile banking features and benefits through social networks and encourage their use by designing social media strategies.

These days, startups have attracted a lot of attention at the national and international level because countries need innovation in their businesses to create a dynamic in the economy, startups or businesses can grow and improve. Startups are usually created from big ideas and evolve to achieve success, but startups face many obstacles to success. One of the obstacles that start-ups and new businesses face is choosing a partner at each stage of the business life cycle, so doing this process is not an easy task and in this regard aspects and criteria should be considered. Identifying and analyzing the relationship between partner selection criteria can help to increase the probability of success and continue the path of startups formed in the ecosystem so that the active people in this ecosystem can make smarter decisions. One of the vital factors of partnership, sustainability and transparency are at the highest priority level and therefore more attention should be paid to these matters. To obtain a complementary, interconnected, and integrated view to examine the research topic and also to fill the existing gaps, this research seeks to do the following: The performance and scientific approach of researchers and people active in the ecosystem to express some selection criteria To be analyzed as a partner and investor in new businesses and start-ups.

In today's competitive markets, creating strong brand equity is essential for a company's financial success. The existing literature has not yet identified the influence process and influence of brand image on brand equity. Therefore, it is very important to identify the potential factors of brand equity and the relationships between them, such as brand attachment, brand attitude, and brand image. Decision makers can pay more attention to these stimuli to strengthen the special value of the brand, so this research aims to develop knowledge related to brand identity, brand image, attachment, attitude, trust and commitment to the brand and to investigate its impact. Research on brand equity in the household appliance industry and providing solutions to increase brand equity were carried out. The home appliance industry was chosen because it is very attractive to middle-income developing countries. Also, in this study, a conceptual model has been presented that shows the relationships between customers' perceptions of brand image and identity and brand equity.

research philosophy; Affirmative, objective; descriptive, orientation; Application and strategy; is navigation. The statistical sample of consumer research is an Iranian brand active in the home appliance industry. A questionnaire was used to collect data. From Morgan's table, 400 people were determined as the sample size, and then the online questionnaire was sent to the target audience. The sampling method used in this research is simple random sampling. In order to analyze the data and test the research hypotheses, the methods of inferential statistics, structural equation modeling and

Research in the field of consumer behavior has mostly focused on the positive attitude about brands: while the evaluation of negative emotions from the winner has been neglected. One of the most important of these negative emotions is brand embarrassment, an emotion that people usually try to avoid, but which is widely present in everyday life. Therefore, the current research was carried out to identify and analyze the antecedents and consequences of the phenomenon of brand embarrassment in consumers.

This research is applied in terms of purpose, and terms of data collection method, it is survey and exploratory, and it has a comparative and inductive research philosophy. The statistical population of the research consists of experts including senior managers and private marketing managers of organizations whose sample members were selected using the purposeful sampling method based on the principle of theoretical saturation. The data collection tool is in the qualitative part of the interview and the quantitative part of the questionnaire, the validity and reliability of the tools were analyzed using content validity and intra-coder inter-coder reliability for the interview and content validity and retest reliability for the questionnaire, respectively. In this research, the content analysis and coding methods were used in the qualitative part, and the fuzzy cognitive map method in the quantitative part for data analysis.

In this research, the findings of the qualitative part include the identification of various antecedents and consequences of the phenomenon of brand embarrassment, and the findings of the .......

Today, humor and humor styles are very important in advertising. The humor styles used in this research include dependent humor, self-centered humor, self-destructive humor, and aggressive humor, which are the independent variables of the research. The dependent variable of the research is the relationship between the consumer and the brand, and two relationships of love and enmity have been used in this research. The purpose of this research is to investigate the effect of humorous styles used in advertisements on the consumer's relationship with the brand on Instagram. . The current research was carried out in a pre-test-post-test method to measure the effect of humor styles on the consumer's relationship with the brand from the advertising teasers of four brands: Sketchers using self-centered humor style, Pepsi brand using humor style, Snickers brand using self-destructive humor style, and Ax brand is used in which the related style of humor is used. The questionnaire was distributed among 210 samples of the statistical population and they were asked to answer the questionnaire before viewing the teasers and to answer the questions again after viewing the teasers in order to check the effect of the advertising teasers with humorous styles on the consumer relationship. with that brand. To analyze the data, the paired comparison test was used and the results showed that self-centered and dependent humor styles improve the consumer's relationship with the brand. Also, self-destructive and aggressive humor styles have a negative effect on the consumer's relationship with the brand.

With the emerging of experience economy, customer experience has been used as one of the main concepts in experiential marketing, as well as a creative basis for predicting customer purchase intention. In this context, marketing studies show that today, consumers want active participation in creating brand experiences. Therefore, interest in investigating the consequences of brand experience is increasing rapidly. However, the brand experience and its effects remain largely unknown. Considering the mediating role of brand attitude, trust, and attachment, this study investigated the effect of brand experience on purchase intention. This research is applied in terms of purpose and has a descriptive-survey nature. The studied population were consumers of beauty and personal care products in Tehran. The sample size was calculated with G-Power 3.1 software of 355 people, and the available non-probability method was used for sampling. Structural equation modeling and Smart PLS 3 software were used for data analysis. After testing the hypotheses, the direct effect of brand experience on brand attitude, trust and attachment, as well as all these variables on purchase intention, was confirmed. Likewise, the mediating role of brand attitude in the relationship between brand experience and purchase intention was confirmed, but the mediating role of trust and brand attachment was rejected. The results provide several theoretical and managerial implications to help business managers to provide a better brand while increasing sales through creating positive experiences for customers.