University of IsfahanNew Marketing Research Journal2228-77447420180220Investigation and Analysis of Website Environmental Cues on Consumers’ Purchase Intention: The Mediating Role of Internal StatesInvestigation and Analysis of Website Environmental Cues on Consumers’ Purchase Intention: The Mediating Role of Internal States1222243410.22108/nmrj.2018.107200.1444FAMohammad RezaKarimi Alavijeh- Assistant professor, Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, IranRoxanaAlitalabMSc, Business management, Alborz University, Tehran, IranJournal Article20171011Nowadays, because of the growth and development of the Internet, the number of online stores is increasing. To survive in this competition and in order to satisfy consumers, retailers have to focus on providing consumers with positive shopping experiences. For this reason, online retailers have tried to improve the online stores environment because it is found that environmental cues influence consumer internal states and their responses. The objective of this research is to examine the effects of environmental cues on consumers’ internal states (affective and cognitive states) as well as the impact of these internal states on their purchase intention. In terms of objective, this research is an applied research, and in terms of data collection, it is a descriptive-survey research. Statistical population of the present research consists of online shoppers from four different Iranian online stores including Digikala, Bamilo, Zanbil, and Chare. From such a population, 384 online shoppers have been selected using convenience sampling. Moreover, in order to test the hypotheses, Structural Equation Modeling (SEM) and Smart PLS software were used. The results showed that website design has an impact on consumers’ affective states and effectiveness of information content influences their cognitive states. These affective and cognitive states, in turn, affect consumer purchase intention. In addition, affective states mediate the relationship between website design and purchase intention. Finally, cognitive states play a mediating role between effectiveness of information content and purchase intention.Nowadays, because of the growth and development of the Internet, the number of online stores is increasing. To survive in this competition and in order to satisfy consumers, retailers have to focus on providing consumers with positive shopping experiences. For this reason, online retailers have tried to improve the online stores environment because it is found that environmental cues influence consumer internal states and their responses. The objective of this research is to examine the effects of environmental cues on consumers’ internal states (affective and cognitive states) as well as the impact of these internal states on their purchase intention. In terms of objective, this research is an applied research, and in terms of data collection, it is a descriptive-survey research. Statistical population of the present research consists of online shoppers from four different Iranian online stores including Digikala, Bamilo, Zanbil, and Chare. From such a population, 384 online shoppers have been selected using convenience sampling. Moreover, in order to test the hypotheses, Structural Equation Modeling (SEM) and Smart PLS software were used. The results showed that website design has an impact on consumers’ affective states and effectiveness of information content influences their cognitive states. These affective and cognitive states, in turn, affect consumer purchase intention. In addition, affective states mediate the relationship between website design and purchase intention. Finally, cognitive states play a mediating role between effectiveness of information content and purchase intention.https://nmrj.ui.ac.ir/article_22434_9d9e4816deb80ff3bae8b3a815999ddf.pdfUniversity of IsfahanNew Marketing Research Journal2228-77447420180220Designing a Model for B2B Relationship Marketing in the Parsian Tourism Business NetworkDesigning a Model for B2B Relationship Marketing in the Parsian Tourism Business Network23402256010.22108/nmrj.2017.102899.1171FAMohamad RahimEsfidaniAssistant Professor, Faculty of Management, University of Tehran, Tehran, IranMohsenNazariAssociate Professor, Faculty of Management, University of Tehran, Tehran, Iran0000-0003-2861-2052MohammadAghaeiAssistant Professor, Tarbiat Modares University, Tehran, IranHamedAbdolaliPh.D. Student, Faculty of Management, University of Tehran, Tehran, IranJournal Article20170306Relationship management on purpose with business customers is considered as one of the success factors of organizations, thus identifying the relationship and also customer typology based on their expectation of relationship has guided to choosing a B2B relationship marketing strategy. In this research the theory of B2B relationship marketing has been identified using grounded theory and doing interviews with the activists of tourism business relation in the Parsian Hotels networks. Through theoretical sampling and also conducting 17 interviews, the criteria of relationship typology including relationship attractiveness, depth and durability of the relationship which has been affected by several factors such as expected value, perceived trust and perceived dependency, as well as the mediator variables including seller-customer investments, institutionalization and adaptation, that create different views among the business customers were identified. On the basis of their views on the exploration of opportunities, resource endowment, neglect, betrayal and recovery the relationship is splitted. Companies will choose their marketing strategies based on the views and expectations of business customers. Interfaces, support, partnership, positive and negative competition and satisfaction, is based on the customer's perspective and type of relationship.Relationship management on purpose with business customers is considered as one of the success factors of organizations, thus identifying the relationship and also customer typology based on their expectation of relationship has guided to choosing a B2B relationship marketing strategy. In this research the theory of B2B relationship marketing has been identified using grounded theory and doing interviews with the activists of tourism business relation in the Parsian Hotels networks. Through theoretical sampling and also conducting 17 interviews, the criteria of relationship typology including relationship attractiveness, depth and durability of the relationship which has been affected by several factors such as expected value, perceived trust and perceived dependency, as well as the mediator variables including seller-customer investments, institutionalization and adaptation, that create different views among the business customers were identified. On the basis of their views on the exploration of opportunities, resource endowment, neglect, betrayal and recovery the relationship is splitted. Companies will choose their marketing strategies based on the views and expectations of business customers. Interfaces, support, partnership, positive and negative competition and satisfaction, is based on the customer's perspective and type of relationship.https://nmrj.ui.ac.ir/article_22560_85d01e1ff573cd73aa746731198049fe.pdfUniversity of IsfahanNew Marketing Research Journal2228-77447420180220Identifying and Prioritizing Social Medias Functions in Small and Medium Enterprises from the Perspective of Iranian ExpertsIdentifying and Prioritizing Social Medias Functions in Small and Medium Enterprises from the Perspective of Iranian Experts41562246610.22108/nmrj.2017.106583.1418FAMaryamAkhavan Kharazian1- Assistant Professor, Business Management, Shahid Beheshti University, Tehran, IranHADISHARIFIM.A, IT Management, Shahid Beheshti University, Tehran, IranJournal Article20170923The main objective of the present research is to identify the function of social media in small to medium businesses. In the first stage, the functions were identified using literature review, then they were determined using interviews and theme analysis. A survey has been conducted to finalize the functions using questionnaire from 80 experts and their comments and viewpoints were analyzed using exploratory factor analysis. Results of the factor analysis identified the functions of sales and advertising effectiveness, branding, cost, improving employees’ communications, organizational effectiveness and knowledge management. Afterwards, the functions were prioritized using ANP method and also the opinions of 12 experts. The results showed that sales and advertising effectiveness (0.349) have assigned the highest and organizational effectiveness and knowledge management (0.07) have assigned the lowest weights, respectively.The main objective of the present research is to identify the function of social media in small to medium businesses. In the first stage, the functions were identified using literature review, then they were determined using interviews and theme analysis. A survey has been conducted to finalize the functions using questionnaire from 80 experts and their comments and viewpoints were analyzed using exploratory factor analysis. Results of the factor analysis identified the functions of sales and advertising effectiveness, branding, cost, improving employees’ communications, organizational effectiveness and knowledge management. Afterwards, the functions were prioritized using ANP method and also the opinions of 12 experts. The results showed that sales and advertising effectiveness (0.349) have assigned the highest and organizational effectiveness and knowledge management (0.07) have assigned the lowest weights, respectively.https://nmrj.ui.ac.ir/article_22466_a5dabffabd682a48830c847156420105.pdfUniversity of IsfahanNew Marketing Research Journal2228-77447420180220The Impact of Corporate Social Responsibility on Brand Loyalty through Brand Credibility (Case Study: Saderat Bank of Iran, Bushehr City)The Impact of Corporate Social Responsibility on Brand Loyalty through Brand Credibility (Case Study: Saderat Bank of Iran, Bushehr City)57762254410.22108/nmrj.2018.106183.1392FAMajidEsmaeilpourAssistant Professor, Department of Business Management, Persian Gulf University, Bushehr, IranAmrollahSayadiM.A, Executive Management, Manager of Saderat Bank of Iran- Imam Khomeini Branch, Bushehr, IranMarziyeDelvariGraduate student of Business Management, Persian Gulf University, Bushehr, IranSolmazMousaviGraduate student of Business Management, Persian Gulf University, Bushehr, IranJournal Article20170829Today, corporate social responsibility is an important issue for most organizations as well as their managers. Generally, Corporate Social Responsibility is a crucial issue and has strategic implications for different companies in all industries. One of the most valuable assets of any company is its brand. The brand equity is an asset which in its light the company can obtain many benefits and maintains the value of company. The main objective of the present research is to evaluate the impact of social responsibility dimensions of company on brand loyalty through brand credibility. This research is an applied research in terms of objective, and descriptive-survey in terms of data collection method. Statistical population of the research consists of all customers of Saderat Bank branches in Bushehr city. The sample size was determined as 388 using convenient sampling method. Furthermore, data were collected through a questionnaire. Validity and reliability of the questionnaire were confirmed using content validity and Cronbach's Alpha coefficient, respectively. Moreover, structural equation modeling was used to analyze the obtained data via Smart PLS software. Findings of this research revealed that all dimensions of social responsibility (economic responsibility, legal responsibility, ethics responsibility, and philanthropic responsibility) have a positive and significant impact on brand credibility of Saderat Bank. In addition, brand credibility of Saderat Bank has a positive and significant impact on brand loyalty.Today, corporate social responsibility is an important issue for most organizations as well as their managers. Generally, Corporate Social Responsibility is a crucial issue and has strategic implications for different companies in all industries. One of the most valuable assets of any company is its brand. The brand equity is an asset which in its light the company can obtain many benefits and maintains the value of company. The main objective of the present research is to evaluate the impact of social responsibility dimensions of company on brand loyalty through brand credibility. This research is an applied research in terms of objective, and descriptive-survey in terms of data collection method. Statistical population of the research consists of all customers of Saderat Bank branches in Bushehr city. The sample size was determined as 388 using convenient sampling method. Furthermore, data were collected through a questionnaire. Validity and reliability of the questionnaire were confirmed using content validity and Cronbach's Alpha coefficient, respectively. Moreover, structural equation modeling was used to analyze the obtained data via Smart PLS software. Findings of this research revealed that all dimensions of social responsibility (economic responsibility, legal responsibility, ethics responsibility, and philanthropic responsibility) have a positive and significant impact on brand credibility of Saderat Bank. In addition, brand credibility of Saderat Bank has a positive and significant impact on brand loyalty.https://nmrj.ui.ac.ir/article_22544_7cca6fda6eb872db0978a469f37ef96f.pdfUniversity of IsfahanNew Marketing Research Journal2228-77447420180220The Effect of Brand Anthropomorphism on Customers Loyalty with the Mediating Role of Brand Personality, Case study: Users of Domestic AutomobileThe Effect of Brand Anthropomorphism on Customers Loyalty with the Mediating Role of Brand Personality, Case study: Users of Domestic Automobile77942246910.22108/nmrj.2017.104888.1304FASeyed MortezaGhayour BaghbaniAssistant Professor, Faculty of Management and Accounting, Imamreza International University.0000-0001-5345-1516MortezaRojuiAssistant Professor Faculty of Management and Accounting, Imamreza International University, Mashhad, IranAhmadKarim Poormaster of marketing, imamreza international universityJournal Article20170619Nowadays, the competition in the automobile manufacturing industry has significantly increased through the interance of <br />Nowadays, the competition in the automobile manufacturing industry has significantly increased through the interance of foreign manufacturers in our domestic market. Hence, automobile manufacturers conduct various programs to increase customers brand loyalty. One of the effective factors in this context is the notion of brand anthropomorphism which has entered into marketing literature in the recent years. The aim of current research is to investigation the effect of brand anthropomorphism on brand loyalty with mediating role of brand personality. This research is an applied reserach in term of goal and descriptive-correlational in term of data collection. Data gathering was done using Guido and Peluso (2015) brand anthropomorphism questionnaire, Aaker (1997) brand personality questionnaire and Zhang (2008). The sample volume was determined as 384 people according to the uncertainty of the statistical population and the research questionnaire was distributed using multi-stage cluster sampling method among the domestic automobile users in Khorassan Razavi province. Furthermore, validity of the questionnaire was assessed via content and construct validity based on specialists’ opinions and factor analysis respectively, and its reliability was assessed using Cronbach’s Alpha. The research hypotheses were tested using structural equation modeling via Lisrel software. The results showed that brand anthropomorphism (Human Body Lineaments, Human Facial Physiognomy and Self-Brand Congruity) impacts on brand personality, which in turn has a positive effect on brand loyalty. Also, the mediating role of brand personality in the effect of brand anthropomorphism on brand loyalty was confirmed.Nowadays, the competition in the automobile manufacturing industry has significantly increased through the interance of <br />Nowadays, the competition in the automobile manufacturing industry has significantly increased through the interance of foreign manufacturers in our domestic market. Hence, automobile manufacturers conduct various programs to increase customers brand loyalty. One of the effective factors in this context is the notion of brand anthropomorphism which has entered into marketing literature in the recent years. The aim of current research is to investigation the effect of brand anthropomorphism on brand loyalty with mediating role of brand personality. This research is an applied reserach in term of goal and descriptive-correlational in term of data collection. Data gathering was done using Guido and Peluso (2015) brand anthropomorphism questionnaire, Aaker (1997) brand personality questionnaire and Zhang (2008). The sample volume was determined as 384 people according to the uncertainty of the statistical population and the research questionnaire was distributed using multi-stage cluster sampling method among the domestic automobile users in Khorassan Razavi province. Furthermore, validity of the questionnaire was assessed via content and construct validity based on specialists’ opinions and factor analysis respectively, and its reliability was assessed using Cronbach’s Alpha. The research hypotheses were tested using structural equation modeling via Lisrel software. The results showed that brand anthropomorphism (Human Body Lineaments, Human Facial Physiognomy and Self-Brand Congruity) impacts on brand personality, which in turn has a positive effect on brand loyalty. Also, the mediating role of brand personality in the effect of brand anthropomorphism on brand loyalty was confirmed.https://nmrj.ui.ac.ir/article_22469_afdac96b9731ccf6be2c60293086fc3f.pdfUniversity of IsfahanNew Marketing Research Journal2228-77447420180220Studying the Effect of IT on Sustainable Development of Tourism Destinations toward Developing Smart Tourism Destinations (Based on the Meta Synthetize Approach)Studying the Effect of IT on Sustainable Development of Tourism Destinations toward Developing Smart Tourism Destinations (Based on the Meta Synthetize Approach)951162260110.22108/nmrj.2017.103939.1247FASanazShafieePh.D. Student, Department of Information Technology Management, Tarbiat Modares University, Tehran, IranAliRajabzadeh GhatariAssociate Prof, Department of Management, Tarbiat Modares University, Tehran, IranAlirezaHasanzadehAssociate Prof, Department of Information Technology Management, Tarbiat Modares University, Tehran, IranSaeedJahanyanAssistant Prof, Department of Management, University of Isfahan, Isfahan, IranJournal Article20170506In recent years, the emergence and development of information technology has revolutionized the tourism industry. This new development necessitates the formation of new models for travel behavior, product design, research and assessment which all forms are considered as a new paradigm of tourism management. Despite of information technology potential in transformation of tourism industry, few researches have been conducted concerning its share and role in development of sustainable tourism. This research presents information and communication technology as an innovative method for developing sustainable tourism. The present research is aimed to systematically investigate the findings of literature in the field of the effect of modern information technologies on tourism through adapting the meta-synthesis method. Then, based on the identified codes, concepts, features and necessity of developing sustainable tourism have been explained and discussed. Moreover, this research tries to shed light on the importance of development and implementation of smart tourism destinations. Various scientific bases since the year 2000 were investigated in this research and also, suitable articles were identified using CASP criteria, then the extracted concepts were classified and analyzed using Nvivo10 software. This research can be a suitable tool for identification and familiarization with the concepts of smart tourism destinations.In recent years, the emergence and development of information technology has revolutionized the tourism industry. This new development necessitates the formation of new models for travel behavior, product design, research and assessment which all forms are considered as a new paradigm of tourism management. Despite of information technology potential in transformation of tourism industry, few researches have been conducted concerning its share and role in development of sustainable tourism. This research presents information and communication technology as an innovative method for developing sustainable tourism. The present research is aimed to systematically investigate the findings of literature in the field of the effect of modern information technologies on tourism through adapting the meta-synthesis method. Then, based on the identified codes, concepts, features and necessity of developing sustainable tourism have been explained and discussed. Moreover, this research tries to shed light on the importance of development and implementation of smart tourism destinations. Various scientific bases since the year 2000 were investigated in this research and also, suitable articles were identified using CASP criteria, then the extracted concepts were classified and analyzed using Nvivo10 software. This research can be a suitable tool for identification and familiarization with the concepts of smart tourism destinations.https://nmrj.ui.ac.ir/article_22601_ae81ad69fabfff351a3388b6d0617a0a.pdfUniversity of IsfahanNew Marketing Research Journal2228-77447420180220Investigating the Effective Factors on Formation of E-Loyalty through the Mediating Role of E-Commitment (The Case of E-Banking Industry in Iran)Investigating the Effective Factors on Formation of E-Loyalty through the Mediating Role of E-Commitment (The Case of E-Banking Industry in Iran)1171442249710.22108/nmrj.2018.101752.1090FAHadiTeimouriAssistant Professor of Management, Faculty of administrative sciences and economics, University of Isfahan, Isfahan, IranMaryamGoodarzvand CheginiM.A, Business Management, University of Isfahan, IsfahanJournal Article20170114Providing electronic banking services is a noteworthy matter to continue competition in the market. Customers are considered as one of the major elements toward desirable performance of e-banking. Attraction of customers and making them loyal to e-banking services are at the top of strategic marketing plans of banks. Hence, the purpose of present research is to investigate the effective factors on formation of electronic loyalty through the role of electronic commitment mediation. For this end, based on performed studies and also considering the banking condition in Iran, a model was designed that specifically focus on factors such as perceived usefulness, perceived ease of use and attitudes toward use as well as organizational factors including technology, organizational structure, organizational strategy, organizational culture and business processes. Statistical population of the research contains of all users who had at least an experience in using e-banking services in Iran. In order to gather the required data and testing the model an electronic questionnaire was designed. The questionnaires were distributed among the statistical sample using random sampling method and 312 acceptable questionnaires were used for the purpose of data analysis. Furthermore, validity of the questionnaire was confirmed using content-related approach and confirmatory factor analysis and its reliability was approved using Cronbach’s Alpha coefficient (0.97). Moreover, Data was analyzed using structural equation modeling. Results of the research revealed that the chosen individual and organizational factors except perceived ease of use and organizational strategy lead to the establishment of e-commitment and also e-commitment by its own impacts on e-loyalty of customers.Providing electronic banking services is a noteworthy matter to continue competition in the market. Customers are considered as one of the major elements toward desirable performance of e-banking. Attraction of customers and making them loyal to e-banking services are at the top of strategic marketing plans of banks. Hence, the purpose of present research is to investigate the effective factors on formation of electronic loyalty through the role of electronic commitment mediation. For this end, based on performed studies and also considering the banking condition in Iran, a model was designed that specifically focus on factors such as perceived usefulness, perceived ease of use and attitudes toward use as well as organizational factors including technology, organizational structure, organizational strategy, organizational culture and business processes. Statistical population of the research contains of all users who had at least an experience in using e-banking services in Iran. In order to gather the required data and testing the model an electronic questionnaire was designed. The questionnaires were distributed among the statistical sample using random sampling method and 312 acceptable questionnaires were used for the purpose of data analysis. Furthermore, validity of the questionnaire was confirmed using content-related approach and confirmatory factor analysis and its reliability was approved using Cronbach’s Alpha coefficient (0.97). Moreover, Data was analyzed using structural equation modeling. Results of the research revealed that the chosen individual and organizational factors except perceived ease of use and organizational strategy lead to the establishment of e-commitment and also e-commitment by its own impacts on e-loyalty of customers.https://nmrj.ui.ac.ir/article_22497_54c477ab1f5f3333ba17525fba8063bc.pdfUniversity of IsfahanNew Marketing Research Journal2228-77447420180421Analyzing the Role of Market Orientation on Hospitals Performance with Emphasis on the Role of Organization Brand Identity (Case study: Private Hospitals in Isfahan City)Analyzing the Role of Market Orientation on Hospitals Performance with Emphasis on the Role of Organization Brand Identity (Case study: Private Hospitals in Isfahan City)1451562254710.22108/nmrj.2018.108466.1523FAFarzanehMohammadiHealth Management and Economics Research Center, Isfahan University of Medical Sciences, Isfahan, Iran.Journal Article20171208Various studies have emphasized the relationship between market orientation and organization performance. With increasing competition in the hospital industry, hospitals try to maintain and increase market share and are looking for more value in the minds of customers. This study examines this relationship in the hospital industry with an emphasis on the role of brand identity in private hospitals in Isfahan city in 2017. In this research, data were collected using a questionnaire with 30 questions and the reliability of 0.87. The sample consisted of 350 patients who were referred to private hospitals in Isfahan city to receive health care services. Structural equation modeling has been used to analyze the hypotheses. The degree of adaptation of research data and conceptual model was investigated and has an appropriate fit. The results showed that market orientation affects the performance of private hospitals in Isfahan city through brand identity.Various studies have emphasized the relationship between market orientation and organization performance. With increasing competition in the hospital industry, hospitals try to maintain and increase market share and are looking for more value in the minds of customers. This study examines this relationship in the hospital industry with an emphasis on the role of brand identity in private hospitals in Isfahan city in 2017. In this research, data were collected using a questionnaire with 30 questions and the reliability of 0.87. The sample consisted of 350 patients who were referred to private hospitals in Isfahan city to receive health care services. Structural equation modeling has been used to analyze the hypotheses. The degree of adaptation of research data and conceptual model was investigated and has an appropriate fit. The results showed that market orientation affects the performance of private hospitals in Isfahan city through brand identity.https://nmrj.ui.ac.ir/article_22547_e7d50b4d47f613001d1cead0154a1a3a.pdfUniversity of IsfahanNew Marketing Research Journal2228-77447420180220The Brand Placement Model using Grounded Theory approachThe Brand Placement Model using Grounded Theory approach1571722254110.22108/nmrj.2018.101282.1048FASayyed MohammadTabatabaee NasabAssociate Professor, Business Management, Yazd University, Yazd, IranSamiraMadani- MA Student, Business Management, Yazd University, Yazd, IranTaherehAshrafiMA Student, Business Management, Yazd University, Yazd, IranJournal Article20161225Brand placement is the inclusion of brand in the visual-print media of mass communication such as movies, news programs, magazines, newspapers, television programs, games and other medias. The present research is aimed to investigate the factors affecting brand placement. In this process, qualitative data analysis and model presentation have been carried our using the literature review of brand placement and Grounded Theory approach. Moreover, data were analyzed using MAXQDA qualitative software. With respect to the reserach process, the paradigmatic model showed that background condition (product consistentency in the program) along with confounding condition (the prominence of brand placement) has increased the possibility of placement effectiveness in the viewer’s mind. In the meantime, the viewer’s attitudes strategies and also affective and cognitive situations are considered as the factors that accelerate this process. This process has some consequences for the manufacturing and commercial companies such as capturing the viewers and increasing their capital.Brand placement is the inclusion of brand in the visual-print media of mass communication such as movies, news programs, magazines, newspapers, television programs, games and other medias. The present research is aimed to investigate the factors affecting brand placement. In this process, qualitative data analysis and model presentation have been carried our using the literature review of brand placement and Grounded Theory approach. Moreover, data were analyzed using MAXQDA qualitative software. With respect to the reserach process, the paradigmatic model showed that background condition (product consistentency in the program) along with confounding condition (the prominence of brand placement) has increased the possibility of placement effectiveness in the viewer’s mind. In the meantime, the viewer’s attitudes strategies and also affective and cognitive situations are considered as the factors that accelerate this process. This process has some consequences for the manufacturing and commercial companies such as capturing the viewers and increasing their capital.https://nmrj.ui.ac.ir/article_22541_677867c38cebb8fd140e119bd0117a62.pdfUniversity of IsfahanNew Marketing Research Journal2228-77447420180220A Study of Factors Affecting Consumer Use of Mobile Advertising based on the Unified Theory of Acceptance and Use of TechnologyA Study of Factors Affecting Consumer Use of Mobile Advertising based on the Unified Theory of Acceptance and Use of Technology1731942254310.22108/nmrj.2018.101784.1095FASoheilaKhoddami- Assistant Professor, Department of Business Management, Faculty of Management, Kharazmi University, Tehran, IranHosseinNorouziAssistant Professor, Department of Business Management, Faculty of Management, Kharazmi University, Tehran, Iran0000-0002-0340-329XMAHSAMOROVATIM.A., Kharazmi University, Tehran, IranJournal Article20170115As mobile technology is continued to advance, a new platform of advertising known as mobile advertising (m-advertising) has been emerged. Earlier studies have provided no multi-dimensional vision from the perspective of personal, environmental, and technological factors and simultaneously a study discussing acceptance and use. Based on this logic, this research is aimed to discuss the factors affecting Behavioral Intention (BI) of users to use mobile advertising through an expansion of the United Theory of Acceptance and Use of Technology (UTAUT). The present research is descriptive-survey and its statistical population consists of the students of Kharazmi University. A total of 472 acceptable samples were collected using random sampling method. Moreover, the collected data were analyzed using structural equation modeling and confirmatory factor analysis. Findings of the research showed that Personal Innovation in Information Technology (PIIT), Perceived Enjoyment (PE), Social Influence (SI), Performance Expectancy (PE) and Compatibility (CMP) have a positive and significant effect on behavioral intention to use mobile advertising. Furthermore, Self-Efficacy (SEEF), Facilitating Conditions (FC), and Effort Expectancy (EE) have no effect on behavioral intention.As mobile technology is continued to advance, a new platform of advertising known as mobile advertising (m-advertising) has been emerged. Earlier studies have provided no multi-dimensional vision from the perspective of personal, environmental, and technological factors and simultaneously a study discussing acceptance and use. Based on this logic, this research is aimed to discuss the factors affecting Behavioral Intention (BI) of users to use mobile advertising through an expansion of the United Theory of Acceptance and Use of Technology (UTAUT). The present research is descriptive-survey and its statistical population consists of the students of Kharazmi University. A total of 472 acceptable samples were collected using random sampling method. Moreover, the collected data were analyzed using structural equation modeling and confirmatory factor analysis. Findings of the research showed that Personal Innovation in Information Technology (PIIT), Perceived Enjoyment (PE), Social Influence (SI), Performance Expectancy (PE) and Compatibility (CMP) have a positive and significant effect on behavioral intention to use mobile advertising. Furthermore, Self-Efficacy (SEEF), Facilitating Conditions (FC), and Effort Expectancy (EE) have no effect on behavioral intention.https://nmrj.ui.ac.ir/article_22543_23db4699ca9f8af3af87be8c33bc82cd.pdf