marketing

Open Access Article

1 - The Study of Factors Affecting Ethical Behavior in Consumers

Today, one the most important topic in management research is ethics. Several studies have conducted for examining the consumer ethical behavior. The purpose of this study is to identify the factors influencing ethical behavior in consumers. This paper reviewed the effe More

Today, one the most important topic in management research is ethics. Several studies have conducted for examining the consumer ethical behavior. The purpose of this study is to identify the factors influencing ethical behavior in consumers. This paper reviewed the effect of demographic, social, psychological factors and religious beliefs on consumers' ethical behavior. The target statistical population contains customers of chain stores in the Kermanshah city. A questionnaire is designed by the researchers for collecting data. In order to analyze the data, SPSS software is used for descriptive and inferential statistics. The results show that demographic factors, social factors, psychological and religious beliefs influence the ethical behavior of the consumer and Socio-cultural factors that most influence the ethical behavior of consumers. The results of research can be used by Manufacturers and marketers in the field of environmental protection and encouraging consumers to take ethical consumption. Manuscript profile

Open Access Article

2 - Investigating the Professional Ethics System on Printed Advertising in Consumer and Brand Persuasion
nima shojaei Kambiz heidarzadeh Ahmad Rousta

The customer is the most important capital of each organization and company with a commercial and profitable purpose, so recognizing consumer behavior and patterns of consumer behavior change is very important in this regard. For this reason, this research was designed More

The customer is the most important capital of each organization and company with a commercial and profitable purpose, so recognizing consumer behavior and patterns of consumer behavior change is very important in this regard. For this reason, this research was designed to identify and evaluate the components that influence the use of print advertising in encouraging consumers and changing consumer attitudes towards the brand. The community in this study consisted of two groups: the first group was all experts and relevant people in the field of branding and customer purchasing that were used to identify the effective factors in changing consumer attitudes toward brand based on printed ads. The second group consisted of clients of the company, the effects of the identified components were investigated by them, and both groups were investigated in a targeted manner. The results showed that four components of propaganda content message, marketing structure, coloring and brand name and innovation in design in this field, and innovation in design has the most direct and indirect effects in this area, as well as the model designed for fit Is good. According to the obtained results, the designed model and identifiable components are a suitable model for identifying the factors affecting the use of print advertising in encouraging consumers and changing consumer attitudes towards the brand. Manuscript profile

Open Access Article

3 - Investigating the Impact of Ethical Attitudes on Digital Marketing Strategies On the performance of the hotel industry
Ali Nakhchian Ali Hosseinzadeh Hossein momenimahmouei Mohammad Ghasemi Namaghi

20.1001.1.23833279.1399.11.42.12.3

Work ethic is the most important factor in the success of the hotel industry. The contemporary world is evolving at an Amazing speed Organizations, as one of the most prominent characteristics of today's societies, are rapidly changing and evolving, and in the current s More

Work ethic is the most important factor in the success of the hotel industry. The contemporary world is evolving at an Amazing speed Organizations, as one of the most prominent characteristics of today's societies, are rapidly changing and evolving, and in the current system, improving performance is one of the main goals of any living and active organization. So it is clear that examining the variables that affect it can be a guide for managers to improve the company. In this regard, in this study, we seek to investigate the effect of digital marketing strategies On the performance of the hotel industry. In terms of type and nature, this research is a descriptive-analytical research and in terms of purpose, it is a type of applied research. In this study, the introduced model was tested using 125 specimens and using paltial least squares (PLS) method. The findings show a positive and significant effect of email marketing and network marketing, content marketing on the dimensions of hotel performance (from all 4 financial perspectives, customer, internal and ethical processes). But the impact of viral marketing on performance was not confirmed. This research clarifies for managers the fact that by investing in digital marketing strategies, they not only do no harm, but also achieve a competitive advantage by improving performance. Manuscript profile

Open Access Article

4 - Provide a model for entrepreneurial marketing management in the microelectronics industry
Farshad Hekmatzadeh Hossein Vazifeh Dust Farideh Haghshenas Kashani

20.1001.1.23833279.1399.11.42.14.5

Entrepreneurship is an important and inexhaustible resource for all human societies. A resource that goes back to human creativity. It is cheap on the one hand and very valuable and endless on the other. Today, everyone has realized that societies that have relied on hu More

Entrepreneurship is an important and inexhaustible resource for all human societies. A resource that goes back to human creativity. It is cheap on the one hand and very valuable and endless on the other. Today, everyone has realized that societies that have relied on human resources to succeed on underground resources in the long run have considered underground resources in Third World countries to be barriers to development, despite its advantages. However, the lack of these resources in some countries has led them to become among the leading countries in the world today, using the power of thought, creativity and initiative, or in a word, entrepreneurship. Especially in the present age, which is the age of knowledge, creativity and the age of combining ideas and initiatives, it is very important to pay attention to entrepreneurship in the development and progress of countries In this research, the mixed method has been used, which includes two parts, qualitative and quantitative. In the qualitative part of the research, interview tools were used. The necessary information and data have been obtained in the qualitative section from experts in the field of marketing and entrepreneurship. This research was collected and then analyzed using Grand Theory method. The categories obtained from the collected data are presented. Thus, in order to provide a model for entrepreneurial marketing in the microelectronics industry, a qualitative approach with exploratory design was used. To this end, a model for entrepreneurial marketing in the electronics industry was first developed using a qualitative approach and data coding. Therefore, first, the qualitative part is mentioned and then the quantitative part is explained and the research results are presented, then the results of the quantitative part are examined. Manuscript profile

Open Access Article

5 - nvestigating the Factors Affecting the Development of Internal Marketing in the Banking Industry (Commercial Bank Case Study)
Samira Asadi Mohammad Mahdi Mozafari Babak Haji Karimi Mahmood Noraei

20.1001.1.23833279.1400.11.43.13.0

Internal marketing is of particular importance today due to its indirect impact on the end customer due to the satisfaction of service staff. Internal marketing is the synchronization of organizational goals with human resources so that the role of human resources in ac More

Internal marketing is of particular importance today due to its indirect impact on the end customer due to the satisfaction of service staff. Internal marketing is the synchronization of organizational goals with human resources so that the role of human resources in achieving goals is clarified. In the meantime, the issue of ethics in economics and banking is raised, as financial crises in recent years have shown that the goal of utilitarianism in financial institutions, can have potential risks in the banking system and, consequently, society. Therefore, the present study was conducted with the aim of examining the ethics in banking and the factors affecting the development of internal marketing in the banking industry. Analytical-descriptive is a branch of correlation.The statistical population of this study includes the total number of managers, deputies and heads of Tejarat Bank in all branches in Iran is 125. Due to the limited number of members of the statistical population, through the counting method, all The statistical population is considered as a sample.The primary data collection tool in this study was a questionnaire that, to ensure the validity of the questionnaire, the content validity method was used.Then the reliability coefficient or internal stability of the questionnaire based on the data obtained It was calculated using Cronbach's alpha coefficient that the value of Cronbach's alpha coefficient of the whole questionnaire was 94%. It was found to indicate the appropriate reliability of the questionnaire used. Structural equation method and Smart PLS software were used to analyze the data. The results of the study in the field of ethics showed that the ethical teachings in banks have a positive and significant effect on the residents of this system, which reduces their greed and the consequences of corruption in society. Also, the compliance of Sharia and ethics in Islamic banking, in practice, faces obstacles that may lead to deviations from the goals of ethical Islamic banking. On the other hand, the results showed that the results showed that 4 dimensions, norm, strategic, executive and process have a positive and significant effect on the development of internal marketing. Manuscript profile

Open Access Article

6 - The role of ethics in the effective marketing process of the home show network
Seyed Nasser Kamali Esmail Hasanpour Ghoroghchi Sirajuddin Mohebbi

20.1001.1.23833279.1400.11.44.9.8

marketing managers, and marketing consultants in the film and serial industry and were interviewed in depth. This selection and interviewing continued until the theoretical saturation was reached and then stopped. In this study, the snowball sampling method was used and More

marketing managers, and marketing consultants in the film and serial industry and were interviewed in depth. This selection and interviewing continued until the theoretical saturation was reached and then stopped. In this study, the snowball sampling method was used and this process continued until the researcher reached theoretical saturation. Finally, this method was an interview with 9 experts. In this study, since the data theory theory method was used, the main tool for data collection was in-depth and unstructured interviews with experts. Finally, after open, axial and selective triple coding, the conceptual model of the research was designed based on a paradigm model. Manuscript profile

Open Access Article

7 - Designing a marketing model to promote and improve the sale of herbal medicines: A qualitative research
Zakieh Ashouri seyyed mahmoud shabgoo monsef kambiz shahroodi ali gholipour Soleimani

20.1001.1.23833279.1400.12.45.11.5

This article has been written with the aim of designing a marketing model to promote and improve the sale of herbal medicines. The samples were selected in a purposeful manner and the researcher interviewed 12 experts and companies distributing herbal medicines, physici More

This article has been written with the aim of designing a marketing model to promote and improve the sale of herbal medicines. The samples were selected in a purposeful manner and the researcher interviewed 12 experts and companies distributing herbal medicines, physicians and pharmacists. Structured was used and the categories that formed the various components of the model were classified into 6 categories. The results of open coding show that a total of 206 open codes were extracted and in the axial coding section, 121 primary codes were placed in the form of 26 categories and thus the conceptual model of the research was formed. The first components of the proposed model include promoting community health, potential production and supply of medicinal plants, lifestyle and attitude, importance and status of herbal medicine that are the causal factors. Causal conditions underlie the emergence of the next component, pharmaceutical marketing and integrated communications, which are the main categories of the model. The next components of the model include promotion strategies in herbal medicine marketing, the existence of herbal medicine consumption culture and drug pricing system, which have been considered as the underlying factors of the research. Intervening conditions also include: lack of knowledge and expertise in the sale of medicine, lack of research and scientific centers in the field of herbal medicine, lack of government laws and regulations in support of herbal medicine, lack of certification by doctors and pharmacists in the field of herbal medicine, lack of package Creative classification is the lack of proper profitability of herbal medicines, which benefit by influencing strategies (improving advertising methods in introducing herbal medicines, using traditional advertising channels, promoting and improving the quality of herbal medicines, creating an effective relationship between industry and universities). Getting up-to-date technology and information by receiving information through the Internet and published articles, activating specialized working groups, factories' access to up-to-date technology and machinery) provided the basis for achieving the main phenomenon of this model. Manuscript profile

Open Access Article

8 - Optimal marketing behaviors and its impact on the development of Internet TV (Case study: Audience of ordinary TV and Internet TV in Isfahan)
Zahra Askari Esmaeil Hasanpour Mohammad Hossein Ranjbar Serajedin Mohebi

20.1001.1.23833279.1400.12.45.12.6

This study seeks to represent and measure the impact of the dimensions of the marketing approach on the development of Internet TV in the form of a conceptual model. Therefore, in this research, according to the research model, twelve hypotheses have been proposed. This More

This study seeks to represent and measure the impact of the dimensions of the marketing approach on the development of Internet TV in the form of a conceptual model. Therefore, in this research, according to the research model, twelve hypotheses have been proposed. This research is applied in terms of purpose and is descriptive-survey with correlation approach in terms of implementation. The statistical population of the present study is 384 Internet TV audiences in Isfahan. Due to the unlimited statistical population, the Cochran's formula was used. For data collection, a standard questionnaire with 58 questions was used, the validity of which was obtained using the opinion of the tutor and the first confirmatory factor analysis and its reliability was obtained through Cronbach's alpha index (0.93). The collected data were analyzed by SPSS and PLS software. Based on the results, all research hypotheses were confirmed. Manuscript profile

Open Access Article

9 - Designing a model for creating a company's value set, taking into account the customer's ethical value and social ethical value
Keyvan Mohbed Hashem NikouMaram Karim Hamdi

20.1001.1.23833279.1401.12.48.8.2

The overall purpose of this study is to provide a model for creating a set of company value, customer ethical value and social ethical value with a positive marketing approach. Data is in the category of exploratory (qualitative-quantitative) research and is done in two More

The overall purpose of this study is to provide a model for creating a set of company value, customer ethical value and social ethical value with a positive marketing approach. Data is in the category of exploratory (qualitative-quantitative) research and is done in two phases. In the first phase, using the opinion of 15 experts and relying on study sources, the model framework was presented and validated. The statistical community in the second phase is the group of customers of entrepreneurial insurance services. In order to collect information and analyze the data, in the qualitative phase, the method based on data theory was used and in the quantitative phase, the method of structural equation modeling was used. Likert spectra were used. According to the results in the first and second part, social marketing has the greatest impact and role on positive marketing and positive marketing has the greatest impact and role on the value of the company. Manuscript profile

Open Access Article

10 - Ethical components of providing a model to motivate and increase the culture of buying domestic products (Case Study: Electrical Appliances)
Saloumeh Nouri seyed mahdi moafi madani Yadollah khodaverdi

20.1001.1.23833279.1401.12.48.9.3

Today, creating an ethical environment and promoting human values is one of the most important tasks of organizations, and observing ethics in the business world reduces tensions, increases productivity and creates competitive advantages for the organization.The main pu More

Today, creating an ethical environment and promoting human values is one of the most important tasks of organizations, and observing ethics in the business world reduces tensions, increases productivity and creates competitive advantages for the organization.The main purpose of this study is to present a model for encouraging fellow countrymen to buy domestically made goods by considering ethical components.In the first stage, through the snowball technique, 10 experts were identified for interview. After conducting the interview and coding, the main components along with the subsets were identified, and finally, after Screening was performed and reuse of experts. The main variables of the model were identified. 2 main subsets were obtained for the model, including 1- Advantages and positive factors 2. Obstacles and limitations, d for the first factor 10 variables including promotion and distribution - Perceived value of the product Strategies - Platform - Cost of the product for the customer - Familiarity and trust in the product - Support and after-sales service - Patriotism - Appropriate quality - Product diversity and for the second factor 6 variables including consequences - Brand Absence of goods - Interfering conditions - Axis phenomenon - Perceived risk of the product - Causal conditions were identified, finally the conceptual model of the research was presented using grounded theory method and Max QDE software. Manuscript profile

Open Access Article

11 - Pathology of the Ethical Approach in Social Media Marketing Activities in the University (Case of Study: Islamic Azad University)
Fatemeh Abolhasani targhi Seyed Hassan Hataminasab Mohammad Soltanifar

Social media as an emerging phenomenon in Iran has caused significant changes in all activities, especially in the field of educational services. According to their mission, universities and higher education centers always seek to attract students and then attract motiv More

Social media as an emerging phenomenon in Iran has caused significant changes in all activities, especially in the field of educational services. According to their mission, universities and higher education centers always seek to attract students and then attract motivation for specific actions and behaviors. The lack of native standard models for using social media marketing in the university has caused us to sometimes see problems in this field. Based on this, this research, after investigating the ethical problems of this activity, first through the method of qualitative approach and inductive content analysis, while conducting scientometrics, identifies the dimensions of social media marketing and localizes them using the Delphi method. Then, with the help of exploratory factor analysis, while verifying the groups of indicators of each dimension and verifying validity, it evaluates the current and desirable situation of these indicators and factors in Iranian universities. The statistical population of this research in the qualitative section of the articles of the Web of Science database during the 50 years ending in 2022 and in the qualitative section is selected experts and cultural assistants of universities across the country that were surveyed using the snowball method. The results show that the most important problems are related to the ethical approach in advertising and social media marketing policy. Manuscript profile

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