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تحقیقات بازار یابی نوین
ISSN 2228-7744 · University of Isfahan · 310 artikel di indeks
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Artikel Jurnal Teks lengkap
A Framework for Social Media Marketing Evaluation in SMEs: A Mixed-methods Approach
Despite the importance of social media marketing in many organizations, including small and medium enterprises (SMEs), scattered and limited studies have been done to evaluate its performance. Therefore, the present study attempts to develop a comprehensive framework for evaluating the performance…
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The Effect of Information Quality and Source Credibility on Information Adoption in Online Communities
Consumers have become much more sensitive to the opinions of others than in the past. Criticism and praise of products based on previous experience are essential for consumers to make decisions. With the increasing spread of the Internet, social media, and mobile phones, traditional word of mouth…
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Investigating the Effect of Various Price Discounts on Customers’ Purchase Intention and Loyalty with the Mediating Role of Perceived Deception (Case Study: Customers of Hedonic and Utilitarian Goods in Tehran City)
Abstract Perceived deception is one of the topics of interest in marketing. Although there is a significant background in this field, especially in the field of advertising, its connection with pricing has not been considered. In order to fill this research gap, the present study provides a…
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Identifying and Understanding harm to Consumers with a Sense of Perceived Victim Using Grounded Theory
Abstract One of the main and modern concepts in relation to today's consumers is that they can be easily harmed by the purchase, acquisition, or disposal of goods and services, or be abused or deceived. Each of these causes cause harm to consumers and in some cases creates a sense of victim for…
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Investigating the Effect of Greenwashing on Green Trust and Green Purchase Intention with the Mediation of Green Confusion and Perceived Risk
AbstractThe present study examines the effect of greenwashing on green trust and green purchase intention with the mediation of green confusion and perceived green risk. This research is applied in terms of its purpose, it is descriptive-survey in terms of collecting information and it is included…
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Identifying Effective Factors of Brand Co-creation in the Social Media Brand Community
The purpose of the present study is to present a comprehensive model of factors affecting brand co-creation in the social media brand community. In this research, random sampling was used and a questionnaire was completed and collected from 384 students of Mazandaran University who were members of…
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Identifying Factors Affecting the Motivation of Games Users in Social Networks and their Impact on the User Attitude and Shopping Intention
Abstract The present study aims to identify factors affecting the motivation of game users in social networks and their effect on user attitude and purchase intention. After reviewing previous research, localization, timeliness, visual appeal, and social image were identified as factors affecting…
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Investigating Psychological Contract Breach and Perceived Betrayal on the Desire for Revenge and Avoidance among Customers of Luxury Hotels
Abstract The issue of the desire for revenge and avoidance of customers, caused by the feeling of perceived betrayal, is very important in service industries. Compared to hotels with stronger services, those with weaker services are more likely to suffer losses due to negative customer behavior…
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D1) Designing a Model for Empowering Iranian Brands with an Emphasis on the Open Innovation Approach in the Home Appliances Industry
Abstract Designing a new brand alone is not enough and what measures can be taken to strengthen it is also of great importance. Therefore, the purpose of the present study is to design a model for empowering Iranian brands with an emphasis on open innovation approach in the home appliances…
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Investigating Customer Knowledge Sharing in Online Brand Communities with a Meta-synthesis Approach
Today, the customer is considered the most important partner for the value-creation process in organizations. Companies and organizations have also turned to use social media and online communities in order to improve their efficiency, cost-effectiveness, or the quality of their customer…
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The Role of Mental Accounting in Controlling the Household Overspending Behavior
Overspending is the act of spending more money than you have or more than was planned or agreed upon. Controlling overspending behaviors through lifestyle modification can help households. Therefore, the purpose of this study is to investigate the role of mental accounting in controlling the…
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Identification of the Effective Factors and Dimensions of Customer's Emotion in Online Shopping of Luxury Cosmetic Products
Abstract Most purchasing choices and decisions are influenced by customer analysis of the pros and cons and emotional aspects. Psychological and marketing studies have validated the role played by customer emotions at various stages of the purchasing process. The purpose of this study was to…
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Investigating the Assimilation of Business Intelligence in Business: Analyzing the Role of External Pressures and the Commitment of Top Managers in Crisis Situations
Abstract Business intelligence is often used as a modifier, especially in times of crisis, but it seems it is not well absorbed and assimilated across organizations that have adopted it, and this is rooted in the institutional theory and high-level theory. The purpose of this study is to…
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The Effect of Content Quality and Brand Interactivity on Purchase Behavior with the Mediating Role of Users' Cognitive and Emotional Involvement in Social Networks
Abstract Social networks based on interaction are shaping companies, brands, and consumers, as many businesses are focusing on introducing and selling products and services nowadays. Due to the increase in this trend, the present study examines the impact of content quality and brand interaction on…
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Introducing a New Banking Product Development Model based on Seed Marketing
Abstract In this study, we seek to answer the question of what are the influential factors and indicators on the development of a new product based on seed marketing in the banking industry. To achieve the main goal of the research, which is to present a new product development model based on seed…
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Investigating the Effects of Information Technology Capability on the Competitiveness of Sports Stores with the Mediating Role of Social Innovation
The purpose of the present study was to investigate the effects of information technology capabilities on the competitiveness of sports stores with the mediating role of social innovation. This research is applied in terms of purpose and descriptive and survey in terms of method. The statistical…
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Designing an Export Development Model for Nano Products of Knowledge-based Companies Working in the Field of Construction Using a Qualitative Meta-Synthesis Approach
Entering export markets allows companies to make more income and take advantage of economies of scale. Benefits of entering international and export markets include accessibility to several different markets for product sales, resources, opportunities in global target markets, business development…
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Investigating the Relationship between Marketing Innovation Capability and Communication Network with Brand-specific Role with the Mediating Role of Cooperation Value and Customer Value in Private Banks
Abstract: The aim of the current research is to investigate the relationship between marketing innovation capability and communication network with brand specific value with the mediating role of cooperation value and customer value. This descriptive-survey study is applied in terms of purpose…
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Spiritual Marketing in Tourism: Destination Image Based on Place Attachment and Emotional Solidarity with Residents
Abstract Considering the competition of tourist destinations in order to attract tourists and influence their decisions and selections, addressing the issue of destination image and the factors affecting its strengthening are of the necessities of tourism marketing. In this regard, one of the new…
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Challenges and Solutions for Applying New Technologies in Iranian Marketing (Case Study: Augmented Reality (AR) Technology)
Popular technologies today certainly include augmented reality technology. The application of augmented reality technology in the field of business, marketing, and promotion of products and services has its potential and its reasons. Despite the popularity of this new technology in developed…