University of Isfahan New Marketing Research Journal 2228-7744 13 3 2023 11 22 Volume & Issue: Volume 13, Issue 3 - Serial Number 50, December 2023 Volume & Issue: Volume 13, Issue 3 - Serial Number 50, December 2023 1 186 28707 10.22108/nmrj.2023.28707 FA Journal Article 2024 09 08 https://nmrj.ui.ac.ir/article_28707_88d3e6599645d20787b902112b93e363.pdf

University of Isfahan New Marketing Research Journal 2228-7744 13 3 2023 11 22 The Impact of Tourist Mental Image of Tourist Destination on the Value Co-creation by Focusing on the Mediating Role of Destination Love: A Study of Selected Tourist Destinations of Iran The Impact of Tourist Mental Image of Tourist Destination on the Value Co-creation by Focusing on the Mediating Role of Destination Love: A Study of Selected Tourist Destinations of Iran 1 22 27756 10.22108/nmrj.2023.136598.2848 FA Majid Mohammad Shafiee Associate Professor, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran Javad Rezaei Hajiabadi PhD, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan Isfahan, Iran Journal Article 2023 01 26 This study aims to explain the role of the tourist image of the tourist destination on destination value co-creation by focusing on the mediating role of destination love. The target statistical population of this study, in the qualitative phase, are tourism industry experts, university professors, and in the quantitative phase, domestic tourists who traveled to Iran's tourist destinations from April 2019 to January 2020. For data collection, the purposive sampling method was used to select tourism destinations. Then, the available non-random sampling method was used to select tourists from selected cities to answer a researcher-made questionnaire. The validity of the questionnaire was confirmed by the professors and experts in the tourism industry using the content validity. The reliability of the research questions was measured using Cronbach's alpha and composite reliability. To analyze the relationship between research constructs, structural equation modeling with a partial least squares approach was used. The results showed that the research model fits the collected data. Furthermore, the findings show that destination image has a positive effect on destination love in two dimensions including cognitive and emotional. Destination love also mediates the relationship between destination image and value co-creation. In addition, based on the findings, cognitive image and emotional image have a positive effect on the value co-creation in the destination. This study improves the mental image of tourists towards Iran's tourism destinations and develops the realm of knowledge about the value co-creation in the tourism industry, which is less seen in previous studies. Introduction Many of the current tourist destinations have not yet been able to create the right image of themselves in the tourist's mind as it should, in order to attract the desired behaviors of tourists. One of the most important reasons for this is the lack of knowledge of tourism actors about the value of tourist participation and how they participate in tourism activities. In addition, due to the lack of proper treatment of tourists, as well as negative media propaganda, many people around the world do not have a correct idea of the beautiful and historical country of Iran. Active participation of tourism industry actors and beneficiaries in the value-creation process can lead to greater adaptation of services to the needs and wants of tourists and thus improve services perceived by tourists. Considering that limited research done to improve the image of Iran's tourism destinations, this study first identifies some of the most important dimensions and components of value co-creation in Iran's tourist destinations and then investigates the impact of the tourist's mental image on it, with the mediating role of destination love. Methodology The method of this research is based on the purpose of developmental research. In terms of nature and method, this study is descriptive-survey. In this research, a combined approach (qualitative and quantitative) is used. In the qualitative stage of the research, the statistical community includes experts in the tourism industry and university professors in the field of tourism. In the qualitative stage, the purposive sampling method was used to select experts. The prototype members are 11 tourism industry experts and managers of some of the most important tourism companies. In the quantitative stage of the research, the statistical population is domestic tourists who have traveled to selected tourism destinations including Isfahan, Tehran, Mashhad, Shiraz, Rasht, and Sari in the period from April 2019 to January 2020 with the aim of tourism and pilgrimage. In the quantitative stage, first, the purposive sampling method was used to select tourism provinces and cities. Then, available non-random sampling was used to ask tourists from selected cities. A researcher-made questionnaire was used to collect the data in the quantitative phase. Then, 495 questionnaires were used for analysis. For data analysis, the structural equation modeling approach and smart PLS software have been used. Findings According to the results, most of the sample members are in the age group between 30-40 years and the least of them are in the age group of less than 20 years. In addition, 244 of the sample are women, and 251 are men, which make up 49.3% and 50.7% of the total sample, respectively. The frequency distribution of the city in the sample is such that most of the people in the sample are from Shiraz and the least from Sari. Regarding the criterion of education level, most of the sample members have a master's degree or higher, and the least sample members have a diploma. The research findings show that among the research variables, the highest value (0.467) of the path coefficient is related to the destination’s emotional image. Therefore, this factor has the greatest impact on destination value co-creation. This shows that creating a suitable mentality of the destination before the trip and strengthening it during the trip caused positive feelings of the tourists towards the destination and consequently the emotional reactions of the tourists toward the local residents of the destination and tourism agents. Also, the brand of the destination becomes stronger and this makes the tourist's sense of responsibility towards the value-creation activities in the destination increase. Conclusions This research tries to create a suitable image of Iran's tourism destinations and provide the necessary platforms for creating value for the tourism stakeholders. The findings show that the destination image has a positive effect on destination love in two dimensions: the cognitive image destination and the destination’s emotional image. The tourist's love for the destination also facilitates the relationship between destination image and value co-creation as a mediator. Another finding of the research is the positive effect of cognitive image destination on destination value co-creation. This finding shows that tourists who have complete and comprehensive information about the value-creation activities of the tourism industry actors in the destination are more willing to participate in the process of value co-creation with tourism actors. Another finding of the research is the positive effect of the destination’s emotional image on value co-creation in the destination. According to this finding, the existence of a proper emotional image of the destination creates a sense of support for tourists towards the destination. Tourists who consider themselves pro-destination have better interactions with tourism actors in value-creation activities. Based on the results of this study, it is suggested that the actors of the tourism industry try to change the mentality of tourists about the destination by creating appropriate interactions with tourists. In addition, focusing on creating emotional bonds between the tourist and the destination increases their loyalty to the destination and provides the necessary context for tourists to participate in the processes of value co-creation. This study aims to explain the role of the tourist image of the tourist destination on destination value co-creation by focusing on the mediating role of destination love. The target statistical population of this study, in the qualitative phase, are tourism industry experts, university professors, and in the quantitative phase, domestic tourists who traveled to Iran's tourist destinations from April 2019 to January 2020. For data collection, the purposive sampling method was used to select tourism destinations. Then, the available non-random sampling method was used to select tourists from selected cities to answer a researcher-made questionnaire. The validity of the questionnaire was confirmed by the professors and experts in the tourism industry using the content validity. The reliability of the research questions was measured using Cronbach's alpha and composite reliability. To analyze the relationship between research constructs, structural equation modeling with a partial least squares approach was used. The results showed that the research model fits the collected data. Furthermore, the findings show that destination image has a positive effect on destination love in two dimensions including cognitive and emotional. Destination love also mediates the relationship between destination image and value co-creation. In addition, based on the findings, cognitive image and emotional image have a positive effect on the value co-creation in the destination. This study improves the mental image of tourists towards Iran's tourism destinations and develops the realm of knowledge about the value co-creation in the tourism industry, which is less seen in previous studies. Introduction Many of the current tourist destinations have not yet been able to create the right image of themselves in the tourist's mind as it should, in order to attract the desired behaviors of tourists. One of the most important reasons for this is the lack of knowledge of tourism actors about the value of tourist participation and how they participate in tourism activities. In addition, due to the lack of proper treatment of tourists, as well as negative media propaganda, many people around the world do not have a correct idea of the beautiful and historical country of Iran. Active participation of tourism industry actors and beneficiaries in the value-creation process can lead to greater adaptation of services to the needs and wants of tourists and thus improve services perceived by tourists. Considering that limited research done to improve the image of Iran's tourism destinations, this study first identifies some of the most important dimensions and components of value co-creation in Iran's tourist destinations and then investigates the impact of the tourist's mental image on it, with the mediating role of destination love. Methodology The method of this research is based on the purpose of developmental research. In terms of nature and method, this study is descriptive-survey. In this research, a combined approach (qualitative and quantitative) is used. In the qualitative stage of the research, the statistical community includes experts in the tourism industry and university professors in the field of tourism. In the qualitative stage, the purposive sampling method was used to select experts. The prototype members are 11 tourism industry experts and managers of some of the most important tourism companies. In the quantitative stage of the research, the statistical population is domestic tourists who have traveled to selected tourism destinations including Isfahan, Tehran, Mashhad, Shiraz, Rasht, and Sari in the period from April 2019 to January 2020 with the aim of tourism and pilgrimage. In the quantitative stage, first, the purposive sampling method was used to select tourism provinces and cities. Then, available non-random sampling was used to ask tourists from selected cities. A researcher-made questionnaire was used to collect the data in the quantitative phase. Then, 495 questionnaires were used for analysis. For data analysis, the structural equation modeling approach and smart PLS software have been used. Findings According to the results, most of the sample members are in the age group between 30-40 years and the least of them are in the age group of less than 20 years. In addition, 244 of the sample are women, and 251 are men, which make up 49.3% and 50.7% of the total sample, respectively. The frequency distribution of the city in the sample is such that most of the people in the sample are from Shiraz and the least from Sari. Regarding the criterion of education level, most of the sample members have a master's degree or higher, and the least sample members have a diploma. The research findings show that among the research variables, the highest value (0.467) of the path coefficient is related to the destination’s emotional image. Therefore, this factor has the greatest impact on destination value co-creation. This shows that creating a suitable mentality of the destination before the trip and strengthening it during the trip caused positive feelings of the tourists towards the destination and consequently the emotional reactions of the tourists toward the local residents of the destination and tourism agents. Also, the brand of the destination becomes stronger and this makes the tourist's sense of responsibility towards the value-creation activities in the destination increase. Conclusions This research tries to create a suitable image of Iran's tourism destinations and provide the necessary platforms for creating value for the tourism stakeholders. The findings show that the destination image has a positive effect on destination love in two dimensions: the cognitive image destination and the destination’s emotional image. The tourist's love for the destination also facilitates the relationship between destination image and value co-creation as a mediator. Another finding of the research is the positive effect of cognitive image destination on destination value co-creation. This finding shows that tourists who have complete and comprehensive information about the value-creation activities of the tourism industry actors in the destination are more willing to participate in the process of value co-creation with tourism actors. Another finding of the research is the positive effect of the destination’s emotional image on value co-creation in the destination. According to this finding, the existence of a proper emotional image of the destination creates a sense of support for tourists towards the destination. Tourists who consider themselves pro-destination have better interactions with tourism actors in value-creation activities. Based on the results of this study, it is suggested that the actors of the tourism industry try to change the mentality of tourists about the destination by creating appropriate interactions with tourists. In addition, focusing on creating emotional bonds between the tourist and the destination increases their loyalty to the destination and provides the necessary context for tourists to participate in the processes of value co-creation.

https://nmrj.ui.ac.ir/article_27756_2fbe7510761a9cdeb25e1a49143ac0ec.pdf

University of Isfahan New Marketing Research Journal 2228-7744 13 3 2023 12 01 Influencer Marketing: Identifying and Explaining the Psychological Effects of Social Media ‎Influencers on consumers (Case Study: Female Students of Mazandaran University)‎ Influencer Marketing: Identifying and Explaining the Psychological Effects of Social Media ‎Influencers on consumers (Case Study: Female Students of Mazandaran University)‎ 23 48 27802 10.22108/nmrj.2023.137087.2873 FA Morteza Movaghar ‎ Assistant Professor, Department of Business Administration, Faculty of Economics and Administrative ‎Sciences, University of Mazandaran, Babolsar, Iran‎ Saeed Emamgholizadeh ‎ Assistant Professor, Department of Management, faculty of social sciences and Humanities , Shomal Non-‎Profit University, Amol, Iran 0000-0003-0452-7144 Minoo Saheboddari ‎ PhD Candidate, Department of Business Administration, Faculty of Economy and Management and Sciences, ‎University of Mazandaran, Babolsar, Iran Journal Article 2023 03 10 In recent years, social networks have affected human life, including businesses. The influence of influencers on the audience is one of the key concepts in the field of social networks. The purpose of this study is to identify the psychological effects that social media influencers have on their followers. A mixed-methods design has been used in this study. Using the qualitative method of systematic review, 26 codes were extracted from the 46 final selected articles. The codes were in the form of 8 concepts including emotional support, identification, apleasurable experience, empathy, creating a good mindset, brand affect, mental disorders, and destructive behaviors. Then, the concepts were categorized in the form of two main categories of positive and negative psychological effects of influencers on consumers (followers). Finally, in order to reveal hidden variables and psychological effects of social media influencers, exploratory factor analysis was used in the statistical population of female students of Mazandaran University. SPSS software was used to perform this statistical analysis. The results obtained from the systematic review method and their classification were confirmed using the statistical method of exploratory factor analysis. In the end, brand owners, social network influencers, future researchers, and those in charge of virtual networks in the country are given some advice. Introduction In recent years, we have witnessed an increase in the use of social media and social platforms. One of the important concepts in marketing through social media is influencers who are key factors in the effectiveness of communication. Influencers are called online opinion leaders. In fact, the term influencer is attributed to someone who can affect potential customers of a product or service through advertisement or advice via social platforms like Instagram, WhatsApp, Snapchat, Tick Tack, YouTube, etc. Para-social interaction describes a kind of relationship between the audience and social media celebrities in which the audience develops a delusion of perceived intimacy with the celebrities. The effects that influencers have on consumers depend on their target population like children, teenagers, women, men, etc., and are often deep and basic. One of the influencers’ impacts is psychological effects. Psychological factors refer to processes that work at the individual level and are effective in the mental status of individuals. Therefore, they are also effective in their behavior. There are six specific subtypes of psychological factors: mental disturbance, psychological symptom, personality trait or coping style, maladaptive health behavior, or a stress-related physiological response that adversely affects the general health condition. Influencers’ effects on their audience are acute. Through investigation of the literature on this subject, it can be said that although some studies have been done sporadically on detecting psychological factors of influencer marketing, there is still a lack of a comprehensive framework. To fill the gap, the main aim of the present study is to identify and analyze the social media influencers’ psychological effects on their followers. Methodology In this study, a mixed-methods approach has been used which is the result of applying quantitative and qualitative methods. First, by using the qualitative method of systematic review, 26 codes were extracted from the 46 final selected articles and the codes are in the form of 8 concepts. Then, the concepts formed two main categories. Next, in order to reveal hidden variables and analyze the psychological effects of Instagram influencers on consumers, exploratory factor analysis was used via SPSS software in the statistical population of female students of Mazandaran University. Considering the sample size formula, 383 questionnaires were obtained through available sampling. Finally, an expert questionnaire has been designed and distributed to the twelve influencer marketing experts to express opinions about categories of codes and concepts in the form of a Likert scale. According to the results of the Kolmogorov-Smirnov test, the data did not follow the normal distribution; therefore, the results of the questionnaire were checked by performing the binomial test. According to the test results, since the significance coefficient in all psychological cases is equal to zero and less than the error level of 0.05, all the detected psychological effects have been confirmed by the experts. Findings The results of the research showed that influencers in the study have positive and negative psychological effects on their followers and consumers. The positive effects are detected in six concepts including emotional support, identification, pleasurable experience, empathy, creating a good mindset, and inclination to brand. The two negative effects are classified into concepts of mental disorders and destructive behaviors. The study tried to investigate the psychological factors of influencer marketing on social media audiences, especially women who are more affected by influencers, to reveal their positive and negative impact. With respect to the negative impact of influencer marketing, some necessary and preventive actions should be taken, and in the positive aspect, essential acts should be reinforced. For example, based on various scientists’ opinions, the direct effect of happiness on the human psyche cannot be denied. In addition, happiness and pleasure are related to releasing hormones like oxytocin and dopamine which increase the satisfaction of life. Conclusions The study can be practical for consumers, brand owners, social media influencers, and those in charge of virtual networks. The brand owners, considering the deep psychological effects of the influencers on customers, can use influencer marketing in their promoting strategies. In this way, they extend consumers’ mental, psychological, and emotional engagement with the product. The influencers are aware of their deep behavioral effect on their followers. It is done through managing their conduct and page content they wipe their destructive impacts out and try to have positive impacts on their followers. In addition, consumers, considering influencers’ psychological effects, should be cautious about choosing and taking their advice. In recent years, social networks have affected human life, including businesses. The influence of influencers on the audience is one of the key concepts in the field of social networks. The purpose of this study is to identify the psychological effects that social media influencers have on their followers. A mixed-methods design has been used in this study. Using the qualitative method of systematic review, 26 codes were extracted from the 46 final selected articles. The codes were in the form of 8 concepts including emotional support, identification, apleasurable experience, empathy, creating a good mindset, brand affect, mental disorders, and destructive behaviors. Then, the concepts were categorized in the form of two main categories of positive and negative psychological effects of influencers on consumers (followers). Finally, in order to reveal hidden variables and psychological effects of social media influencers, exploratory factor analysis was used in the statistical population of female students of Mazandaran University. SPSS software was used to perform this statistical analysis. The results obtained from the systematic review method and their classification were confirmed using the statistical method of exploratory factor analysis. In the end, brand owners, social network influencers, future researchers, and those in charge of virtual networks in the country are given some advice. Introduction In recent years, we have witnessed an increase in the use of social media and social platforms. One of the important concepts in marketing through social media is influencers who are key factors in the effectiveness of communication. Influencers are called online opinion leaders. In fact, the term influencer is attributed to someone who can affect potential customers of a product or service through advertisement or advice via social platforms like Instagram, WhatsApp, Snapchat, Tick Tack, YouTube, etc. Para-social interaction describes a kind of relationship between the audience and social media celebrities in which the audience develops a delusion of perceived intimacy with the celebrities. The effects that influencers have on consumers depend on their target population like children, teenagers, women, men, etc., and are often deep and basic. One of the influencers’ impacts is psychological effects. Psychological factors refer to processes that work at the individual level and are effective in the mental status of individuals. Therefore, they are also effective in their behavior. There are six specific subtypes of psychological factors: mental disturbance, psychological symptom, personality trait or coping style, maladaptive health behavior, or a stress-related physiological response that adversely affects the general health condition. Influencers’ effects on their audience are acute. Through investigation of the literature on this subject, it can be said that although some studies have been done sporadically on detecting psychological factors of influencer marketing, there is still a lack of a comprehensive framework. To fill the gap, the main aim of the present study is to identify and analyze the social media influencers’ psychological effects on their followers. Methodology In this study, a mixed-methods approach has been used which is the result of applying quantitative and qualitative methods. First, by using the qualitative method of systematic review, 26 codes were extracted from the 46 final selected articles and the codes are in the form of 8 concepts. Then, the concepts formed two main categories. Next, in order to reveal hidden variables and analyze the psychological effects of Instagram influencers on consumers, exploratory factor analysis was used via SPSS software in the statistical population of female students of Mazandaran University. Considering the sample size formula, 383 questionnaires were obtained through available sampling. Finally, an expert questionnaire has been designed and distributed to the twelve influencer marketing experts to express opinions about categories of codes and concepts in the form of a Likert scale. According to the results of the Kolmogorov-Smirnov test, the data did not follow the normal distribution; therefore, the results of the questionnaire were checked by performing the binomial test. According to the test results, since the significance coefficient in all psychological cases is equal to zero and less than the error level of 0.05, all the detected psychological effects have been confirmed by the experts. Findings The results of the research showed that influencers in the study have positive and negative psychological effects on their followers and consumers. The positive effects are detected in six concepts including emotional support, identification, pleasurable experience, empathy, creating a good mindset, and inclination to brand. The two negative effects are classified into concepts of mental disorders and destructive behaviors. The study tried to investigate the psychological factors of influencer marketing on social media audiences, especially women who are more affected by influencers, to reveal their positive and negative impact. With respect to the negative impact of influencer marketing, some necessary and preventive actions should be taken, and in the positive aspect, essential acts should be reinforced. For example, based on various scientists’ opinions, the direct effect of happiness on the human psyche cannot be denied. In addition, happiness and pleasure are related to releasing hormones like oxytocin and dopamine which increase the satisfaction of life. Conclusions The study can be practical for consumers, brand owners, social media influencers, and those in charge of virtual networks. The brand owners, considering the deep psychological effects of the influencers on customers, can use influencer marketing in their promoting strategies. In this way, they extend consumers’ mental, psychological, and emotional engagement with the product. The influencers are aware of their deep behavioral effect on their followers. It is done through managing their conduct and page content they wipe their destructive impacts out and try to have positive impacts on their followers. In addition, consumers, considering influencers’ psychological effects, should be cautious about choosing and taking their advice.

https://nmrj.ui.ac.ir/article_27802_ed3d03c645bf8425ef230081eeddeb00.pdf

University of Isfahan New Marketing Research Journal 2228-7744 13 3 2023 11 22 Customer Satisfaction Analysis with a Text Mining Approach ‎ (Case Study: Customers of Organic Honeys)‎ Customer Satisfaction Analysis with a Text Mining Approach ‎ (Case Study: Customers of Organic Honeys)‎ 49 72 27808 10.22108/nmrj.2023.137845.2908 FA Mohammad Noruzi Assistant Professor, Department of Production and Operations Management, Faculty of ‎Management, Imam Sadegh (AS) University, Tehran, Iran Mohammad Masteri Farahani MA Student, Department of Business Management and Marketing, Faculty of Management, ‎Imam Sadegh (AS) University, Tehran, Iran Mahdi Saadat MA Student, Department of Production and Operations Management, Faculty of Management, ‎Imam Sadegh (AS) University, Tehran, Iran Journal Article 2023 05 28 Customer satisfaction is one of the most important components of loyalty and durability towards a product, and this is more important in products that have more competition in their market. In this regard, this descriptive-explanatory was conducted using a qualitative approach. After collecting opinions of organic honey customers, 4390 opinions were analyzed using a ‘web crawler’ software and refining the collected data. ‘Word cloud’ was used for a better and quick understanding of the set of views, and then the research data were analyzed with the thematic analysis method. Finally, the final table of factors affecting the satisfaction and dissatisfaction of organic honey customers was extracted by repeatedly examining the network of themes. The findings of this research indicate that the high price, doubts about the organic nature of honey, and unfavorable packaging are respectively the most frequent causes of customer dissatisfaction, and favorable taste, favorable quality, and satisfaction from repeat purchases are the most frequent causes of customer satisfaction. The research results showed that customers pay special attention to honey itself, and the quality and authenticity of honey have a special effect on their satisfaction and dissatisfaction. Considering that the high price is one of the most important causes of dissatisfaction, factors like free shipping, discounts, etc, can help increase the satisfaction of organic honey customers. Introduction Consumers' concerns about the use of unhealthy food products and their effects on health are increasing day by day, indicating the unsustainability of food consumption. Considering the indiscriminate use of toxic chemicals, organic food is a suitable alternative to address this crisis and move towards a sustainable food system. With increasing consumer demand, honey producers must seek new approaches and understand consumer needs to improve their product satisfaction and customer loyalty. Customer satisfaction is considered an important tool in marketing activities, and considering the direct relationship between customer satisfaction and the organization's income, understanding the causes of customer dissatisfaction and resolving them will lead to an increase in the organization's income. Producers and sellers of organic honey, by recognizing and addressing the causes of customer dissatisfaction, can reduce advertising costs resulting from negative awareness. By focusing on areas of customer dissatisfaction, they can work towards gaining a competitive advantage and developing innovative products while addressing existing weaknesses. This involves taking appropriate strategic measures to satisfy customers, and customer satisfaction leads to customer loyalty and repeat purchases. Factors influencing the satisfaction of customers with organic products have been investigated in the literature on consumer behavior, specifically in relation to the intention to purchase organic products. Studies that have examined customer satisfaction using text-mining methods formed the primary background of this study. Methodology The aim of this research is to analyze customer satisfaction using a qualitative approach. The research philosophy adopted is functionalism, and in terms of the time horizon, it is considered cross-sectional. To gather the perspectives of organic honey customers, the research focused on the DigiKala website, a well-known online store among the general population. The research dataset consists of opinions from customers who have received official certification from the Iranian Organic Association. A 'web crawler' software was used for data collection. In total, 5,642 comments about various organic honey brands were collected by the end of March 2023. After data refinement, 4,390 comments were selected for further examination. To facilitate a better and quicker understanding of this dataset, cloud visualization was utilized. Subsequently, the research data underwent thematic analysis, applying an open coding method without predetermined codes. The initial coding content underwent multiple revisions by the researchers, and through consolidating and reviewing the codes, various themes were identified. Following this stage, the researchers conducted a final review of the themes. By organizing these themes into categories and components, a thematic network was established, serving as the foundation for analyzing and recognizing patterns within the data. Extensive examination of this thematic network led to the identification of factors influencing the satisfaction and dissatisfaction of organic honey customers. These factors are presented in the final table for further research and analysis. Findings After presenting numerous codes extracted from customer comments and the thematic pattern of factors influencing the satisfaction and dissatisfaction of organic honey customers, we provide a more detailed explanation of these themes by describing the categories of these factors. Some customers regard their preferred brand of organic honey as trustworthy and superior to competitors, while others perceive the brand's performance as weaker than similar competitors, finding no special competitive advantage. Dissatisfaction among organic honey customers regarding product distribution arises from delayed delivery and discrepancies between the received product and the ordered one. Several factors affect customers' purchase intentions. These factors include friend recommendations and the review of other customers' opinions. For some customers, the price of organic honey on DigiKala is considered high. The presence of product ID and product return guarantees positively affects the satisfaction of organic honey customers. Conversely, the absence of the organic and standard association symbol, as well as unfavorable honey packaging, leads to customer dissatisfaction. Certain customers question the natural and organic attributes of their preferred honey or have doubts about its authenticity. In conclusion, we categorized customers into four distinct types based on customer relationship models, and recommend that businesses focus more on their profitable customer segments. Conclusions The research results showed that the quality and authenticity of honey have a significant impact on customer satisfaction and dissatisfaction. High prices, doubts about the organic nature of honey, and unfavorable packaging are the most common causes of customer dissatisfaction. On the other hand, favorable taste, high quality, and satisfaction from repeat purchases are the most frequent reasons for customer satisfaction. Product labeling is crucial for distinguishing and identifying quality products in highly competitive markets, and it can be one of the key factors contributing to customer satisfaction in the organic honey industry. Therefore, it is recommended that business owners provide complete and accurate information about their products to build customer trust. In general, organic products tend to have higher prices compared to non-organic products, primarily due to the increased production and processing costs associated with organic items. However, as high prices are a leading cause of customer dissatisfaction with organic honey products, it is advisable for organic honey producers to raise awareness about the benefits of these products in comparison to non-organic alternatives. They could also consider implementing measures such as offering discounts and free shipping to enhance customer satisfaction. Effective customer interaction in the digital space, including addressing their questions and issues through content and digital marketing, can lead to increased customer satisfaction. Government organizations can play a role in improving the consumption market for these products by creating a platform for educating farmers about organic honey production methods and encouraging consumers to choose organic products. Customer satisfaction is one of the most important components of loyalty and durability towards a product, and this is more important in products that have more competition in their market. In this regard, this descriptive-explanatory was conducted using a qualitative approach. After collecting opinions of organic honey customers, 4390 opinions were analyzed using a ‘web crawler’ software and refining the collected data. ‘Word cloud’ was used for a better and quick understanding of the set of views, and then the research data were analyzed with the thematic analysis method. Finally, the final table of factors affecting the satisfaction and dissatisfaction of organic honey customers was extracted by repeatedly examining the network of themes. The findings of this research indicate that the high price, doubts about the organic nature of honey, and unfavorable packaging are respectively the most frequent causes of customer dissatisfaction, and favorable taste, favorable quality, and satisfaction from repeat purchases are the most frequent causes of customer satisfaction. The research results showed that customers pay special attention to honey itself, and the quality and authenticity of honey have a special effect on their satisfaction and dissatisfaction. Considering that the high price is one of the most important causes of dissatisfaction, factors like free shipping, discounts, etc, can help increase the satisfaction of organic honey customers. Introduction Consumers' concerns about the use of unhealthy food products and their effects on health are increasing day by day, indicating the unsustainability of food consumption. Considering the indiscriminate use of toxic chemicals, organic food is a suitable alternative to address this crisis and move towards a sustainable food system. With increasing consumer demand, honey producers must seek new approaches and understand consumer needs to improve their product satisfaction and customer loyalty. Customer satisfaction is considered an important tool in marketing activities, and considering the direct relationship between customer satisfaction and the organization's income, understanding the causes of customer dissatisfaction and resolving them will lead to an increase in the organization's income. Producers and sellers of organic honey, by recognizing and addressing the causes of customer dissatisfaction, can reduce advertising costs resulting from negative awareness. By focusing on areas of customer dissatisfaction, they can work towards gaining a competitive advantage and developing innovative products while addressing existing weaknesses. This involves taking appropriate strategic measures to satisfy customers, and customer satisfaction leads to customer loyalty and repeat purchases. Factors influencing the satisfaction of customers with organic products have been investigated in the literature on consumer behavior, specifically in relation to the intention to purchase organic products. Studies that have examined customer satisfaction using text-mining methods formed the primary background of this study. Methodology The aim of this research is to analyze customer satisfaction using a qualitative approach. The research philosophy adopted is functionalism, and in terms of the time horizon, it is considered cross-sectional. To gather the perspectives of organic honey customers, the research focused on the DigiKala website, a well-known online store among the general population. The research dataset consists of opinions from customers who have received official certification from the Iranian Organic Association. A 'web crawler' software was used for data collection. In total, 5,642 comments about various organic honey brands were collected by the end of March 2023. After data refinement, 4,390 comments were selected for further examination. To facilitate a better and quicker understanding of this dataset, cloud visualization was utilized. Subsequently, the research data underwent thematic analysis, applying an open coding method without predetermined codes. The initial coding content underwent multiple revisions by the researchers, and through consolidating and reviewing the codes, various themes were identified. Following this stage, the researchers conducted a final review of the themes. By organizing these themes into categories and components, a thematic network was established, serving as the foundation for analyzing and recognizing patterns within the data. Extensive examination of this thematic network led to the identification of factors influencing the satisfaction and dissatisfaction of organic honey customers. These factors are presented in the final table for further research and analysis. Findings After presenting numerous codes extracted from customer comments and the thematic pattern of factors influencing the satisfaction and dissatisfaction of organic honey customers, we provide a more detailed explanation of these themes by describing the categories of these factors. Some customers regard their preferred brand of organic honey as trustworthy and superior to competitors, while others perceive the brand's performance as weaker than similar competitors, finding no special competitive advantage. Dissatisfaction among organic honey customers regarding product distribution arises from delayed delivery and discrepancies between the received product and the ordered one. Several factors affect customers' purchase intentions. These factors include friend recommendations and the review of other customers' opinions. For some customers, the price of organic honey on DigiKala is considered high. The presence of product ID and product return guarantees positively affects the satisfaction of organic honey customers. Conversely, the absence of the organic and standard association symbol, as well as unfavorable honey packaging, leads to customer dissatisfaction. Certain customers question the natural and organic attributes of their preferred honey or have doubts about its authenticity. In conclusion, we categorized customers into four distinct types based on customer relationship models, and recommend that businesses focus more on their profitable customer segments. Conclusions The research results showed that the quality and authenticity of honey have a significant impact on customer satisfaction and dissatisfaction. High prices, doubts about the organic nature of honey, and unfavorable packaging are the most common causes of customer dissatisfaction. On the other hand, favorable taste, high quality, and satisfaction from repeat purchases are the most frequent reasons for customer satisfaction. Product labeling is crucial for distinguishing and identifying quality products in highly competitive markets, and it can be one of the key factors contributing to customer satisfaction in the organic honey industry. Therefore, it is recommended that business owners provide complete and accurate information about their products to build customer trust. In general, organic products tend to have higher prices compared to non-organic products, primarily due to the increased production and processing costs associated with organic items. However, as high prices are a leading cause of customer dissatisfaction with organic honey products, it is advisable for organic honey producers to raise awareness about the benefits of these products in comparison to non-organic alternatives. They could also consider implementing measures such as offering discounts and free shipping to enhance customer satisfaction. Effective customer interaction in the digital space, including addressing their questions and issues through content and digital marketing, can lead to increased customer satisfaction. Government organizations can play a role in improving the consumption market for these products by creating a platform for educating farmers about organic honey production methods and encouraging consumers to choose organic products.

https://nmrj.ui.ac.ir/article_27808_9369ecba2571d4c10e3ffb490bc6bdd5.pdf

University of Isfahan New Marketing Research Journal 2228-7744 13 3 2023 11 22 Identifying the Key Success Factors in Implementing Brand Gender Identity Considering the Consumer Community Using the FCM Method Identifying the Key Success Factors in Implementing Brand Gender Identity Considering the Consumer Community Using the FCM Method 73 88 27915 10.22108/nmrj.2023.138276.2925 FA Rezvan Mennati MA Graduate of Bussiness Administration, Department of Management, Lorestan University, Khorramabad, Iran Hojjat Vahdati Associate Professor, Department of Management, Faculty of Economics and Administrative Sciences, Lorestan University, Khorramabad, Iran Sayed Najmedin Mousavi Associate Professor, Department of Management, Faculty of Economics and Administrative Sciences Lorestan University, Khorramabad, Iran Journal Article 2023 07 03 The key to managing and developing a brand is to understand what benefits customers are looking for. In the meantime, paying attention to the concept of gender identity of the brand and the effective factors in its implementation as a basic solution to obtain the satisfaction of customers who today are more expected than yesterday and are not only looking for functional benefits but also intangible benefits, is considered a necessity. Therefore, the current research was carried out with the aim of identifying the key factors of success in the implementation of the gender identity of the brand by considering the consumer society. This research is applied in terms of purpose and method of data collection. It is also a survey and exploratory study, which has a comparative and inductive research philosophy. The statistical population of the research is made up of clothing industry managers, whose sample members were selected using the purposive sampling method and the principle of theoretical saturation. The data collection instrument was the interview in the qualitative part and the questionnaire in the quantitative part. The validity and reliability of the instruments were analyzed using content validity and intra-coder inter-coder reliability for the interview and content validity and re-test reliability for the questionnaire, respectively. In this study, the content analysis and coding methods were used for the qualitative part of the study and the fuzzy cognitive mapping method was used for the data analysis for the quantitative part of the study. Research findings include the identification of success factors in the implementation of brand gender identity by consumer communities and their prioritization. Considering the results of the research, the appropriateness of appearance and style, emotional and emotional relationships of the brand, and details and attachment to the brand were identified as the most important factors for the success of women's brands. Obtaining values based on power and prestige, obtaining maximum benefits, practical motivations, and generalization were identified as the most important key factors in the implementation of the gender identity of men’s brands. Introduction Due to the emergence of resource and energy limitations in the 21st century and the increase in the number of businesses, the world has witnessed an increase in competition between organizations. Therefore, for survival and growth, organizations are forced to use their tangible and intangible assets effectively and effectively. In the meantime, one of the intangible and very important assets for any organization is the brand. In general, the brand is a name, phrase, term, sign, symbol, and design, or a combination of them, whose purpose is to introduce the work and services offered by a seller or a group of sellers to distinguish them from the products of competing companies. In terms of the nature of brands, some signs and characteristics show that they have personality, birth certificate, and gender just like living beings. Therefore, one of the basic and essential issues in the topic of brand and marketing management is the differentiation of brands due to having a gender or the gender identity of the brand. Brand gender identity refers to individual personality traits related to product masculinity and femininity, both of which can be associated with brands. Methodology This qualitative-quantitative research is based on a mixed methods approach, which in terms of research philosophy is included in the category of inductive comparative studies. Therefore, the current research is an exploratory study in terms of data collection. The statistical population of the current research is the experts in the related field of study, which consists of marketing managers of the clothing industry. Thirty 30 them were selected as sample members using the purposeful sampling method based on the principle of theoretical saturation. The reason for choosing the population and the statistical sample is that the concept of gender identity has a theoretical concept with a scientific and management origin. The selection of the sample should be done in such a way that all the theoretical and practical aspects of this concept are examined by the statistical sample. Therefore, a group of experts was selected as marketing managers of the clothing industry. The tool for collecting the data was a questionnaire, whose validity and reliability have been verified, respectively, using content validity and theoretical validity, intra-coder and extra-coder reliability. It is necessary to explain that since the current research is mixed research with an exploratory approach, first a qualitative study should be done and then a quantitative study should be conducted. Therefore, the qualitative data were analyzed using the opinions of 30 experts up to the point of data saturation and theoretical adequacy. Qualitative data were analyzed using Atlas.ti software and content analysis and coding method, and quantitative data were analyzed using the FCM fuzzy mapping method. Findings The current research was carried out to identify the key factors of success in the implementation of the gender identity of the brand by different consumption communities. The results of the current research include both quantitative and qualitative parts and identifying the key factors of success in the implementation of gender identity of the brand according to the consumption communities. In the qualitative part of the research, a set of key factors for the success of gender identity implementation in men's brands were identified including obtaining values based on power and prestige, obtaining maximum utility, practical motives, overview, seeking authority, brand competence, brand excitement, utilitarian view, brand boldness, and brand complexity. In addition, a set of key factors of success in implementing the brand's gender identity in women's brands were identified including appropriateness of appearance and style, emotional and emotional relationships of the brand, detailing of the brand, attachment to the brand, the visual content of the brand, creative appearance approaches, fashion orientation and creating fashion, brand social prestige value, brand enjoyment value, emotional and social motivations. Conclusions Based on the results of the study, out of the 20 identified factors, ‘appearance and style compatibility’ had the highest influence capacity (55/15) and the highest degree of centrality (46/27) as the most important key success factor in implementing the gender identity of the brand in women's brands. ‘Receiving values based on power and prestige’ with the highest influence capacity (11/91) and the highest degree of centrality (27/88) were identified as the most important key success factor in the implementation of brand gender identity in men's brands. The key to managing and developing a brand is to understand what benefits customers are looking for. In the meantime, paying attention to the concept of gender identity of the brand and the effective factors in its implementation as a basic solution to obtain the satisfaction of customers who today are more expected than yesterday and are not only looking for functional benefits but also intangible benefits, is considered a necessity. Therefore, the current research was carried out with the aim of identifying the key factors of success in the implementation of the gender identity of the brand by considering the consumer society. This research is applied in terms of purpose and method of data collection. It is also a survey and exploratory study, which has a comparative and inductive research philosophy. The statistical population of the research is made up of clothing industry managers, whose sample members were selected using the purposive sampling method and the principle of theoretical saturation. The data collection instrument was the interview in the qualitative part and the questionnaire in the quantitative part. The validity and reliability of the instruments were analyzed using content validity and intra-coder inter-coder reliability for the interview and content validity and re-test reliability for the questionnaire, respectively. In this study, the content analysis and coding methods were used for the qualitative part of the study and the fuzzy cognitive mapping method was used for the data analysis for the quantitative part of the study. Research findings include the identification of success factors in the implementation of brand gender identity by consumer communities and their prioritization. Considering the results of the research, the appropriateness of appearance and style, emotional and emotional relationships of the brand, and details and attachment to the brand were identified as the most important factors for the success of women's brands. Obtaining values based on power and prestige, obtaining maximum benefits, practical motivations, and generalization were identified as the most important key factors in the implementation of the gender identity of men’s brands. Introduction Due to the emergence of resource and energy limitations in the 21st century and the increase in the number of businesses, the world has witnessed an increase in competition between organizations. Therefore, for survival and growth, organizations are forced to use their tangible and intangible assets effectively and effectively. In the meantime, one of the intangible and very important assets for any organization is the brand. In general, the brand is a name, phrase, term, sign, symbol, and design, or a combination of them, whose purpose is to introduce the work and services offered by a seller or a group of sellers to distinguish them from the products of competing companies. In terms of the nature of brands, some signs and characteristics show that they have personality, birth certificate, and gender just like living beings. Therefore, one of the basic and essential issues in the topic of brand and marketing management is the differentiation of brands due to having a gender or the gender identity of the brand. Brand gender identity refers to individual personality traits related to product masculinity and femininity, both of which can be associated with brands. Methodology This qualitative-quantitative research is based on a mixed methods approach, which in terms of research philosophy is included in the category of inductive comparative studies. Therefore, the current research is an exploratory study in terms of data collection. The statistical population of the current research is the experts in the related field of study, which consists of marketing managers of the clothing industry. Thirty 30 them were selected as sample members using the purposeful sampling method based on the principle of theoretical saturation. The reason for choosing the population and the statistical sample is that the concept of gender identity has a theoretical concept with a scientific and management origin. The selection of the sample should be done in such a way that all the theoretical and practical aspects of this concept are examined by the statistical sample. Therefore, a group of experts was selected as marketing managers of the clothing industry. The tool for collecting the data was a questionnaire, whose validity and reliability have been verified, respectively, using content validity and theoretical validity, intra-coder and extra-coder reliability. It is necessary to explain that since the current research is mixed research with an exploratory approach, first a qualitative study should be done and then a quantitative study should be conducted. Therefore, the qualitative data were analyzed using the opinions of 30 experts up to the point of data saturation and theoretical adequacy. Qualitative data were analyzed using Atlas.ti software and content analysis and coding method, and quantitative data were analyzed using the FCM fuzzy mapping method. Findings The current research was carried out to identify the key factors of success in the implementation of the gender identity of the brand by different consumption communities. The results of the current research include both quantitative and qualitative parts and identifying the key factors of success in the implementation of gender identity of the brand according to the consumption communities. In the qualitative part of the research, a set of key factors for the success of gender identity implementation in men's brands were identified including obtaining values based on power and prestige, obtaining maximum utility, practical motives, overview, seeking authority, brand competence, brand excitement, utilitarian view, brand boldness, and brand complexity. In addition, a set of key factors of success in implementing the brand's gender identity in women's brands were identified including appropriateness of appearance and style, emotional and emotional relationships of the brand, detailing of the brand, attachment to the brand, the visual content of the brand, creative appearance approaches, fashion orientation and creating fashion, brand social prestige value, brand enjoyment value, emotional and social motivations. Conclusions Based on the results of the study, out of the 20 identified factors, ‘appearance and style compatibility’ had the highest influence capacity (55/15) and the highest degree of centrality (46/27) as the most important key success factor in implementing the gender identity of the brand in women's brands. ‘Receiving values based on power and prestige’ with the highest influence capacity (11/91) and the highest degree of centrality (27/88) were identified as the most important key success factor in the implementation of brand gender identity in men's brands.

https://nmrj.ui.ac.ir/article_27915_37115dffcd7ff2355eefcba806e09f56.pdf

University of Isfahan New Marketing Research Journal 2228-7744 13 3 2023 11 22 Identifying Dimensions of Marketing Flexibility and Factors Affecting it in Life Insurance Identifying Dimensions of Marketing Flexibility and Factors Affecting it in Life Insurance 89 112 27856 10.22108/nmrj.2023.137351.2881 FA Mazin Almiyahi PhD Candidate in Business Administration, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran Azarnoush Ansari Associate Professor, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran Seyed Fathollah Amiri Aghdaie Associate Professor, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran Journal Article 2023 04 15 The present study aims to identify the dimensions of marketing flexibility and the factors affecting it in life insurance. Library and mixed methods were used. This research uses a mixed approach to collect the data related to the research questions. In the qualitative phase, the statistical population of this research are the managers and experts of the National Insurance Company of Iraq. The sample size of the qualitative study is ten people, obtained by theoretical saturation. Data collection in the qualitative part was done by the interview method, and data analysis was done by the thematic analysis method. Then, the quantitative analysis to validate the obtained model includes exploratory and confirmatory analysis. The statistical population was customers of Iraq insurance and was considered quantitatively unlimited. The sample size was estimated to be 384 people. Sampling was done in a simple random way and then non-random sampling. Data collection was done using a questionnaire. The results identified factors affecting marketing flexibility, including environmental changes and marketing strategies, and its dimensions, including marketing mix, customer orientation, and organizational structure. The results of the quantitative phase indicated the impact of marketing strategy and environmental changes on marketing flexibility. Achieving an organization with flexible marketing capabilities that create a competitive advantage over competitors requires paying attention to the external environment and formulating marketing strategies created by changing organizational structures and processes to respond to the needs and interests of customers. Introduction Marketing flexibility refers to an organization's ability to enter and exit markets and position itself in existing and new markets. It is a controversial concept that encompasses several aspects (Sushil, 2001). Early insights in the marketing literature suggest that marketing flexibility is important in sales and interaction processes (Dewsnap et al., 2020). Marketing flexibility plays an important role in the success and survival of organizations in a rapidly changing business environment (Shalendra & Singh., 2015). Companies that do not adopt a certain level of flexibility in their marketing system do not perform as well as their competitors (Singh, 2010). The idea and actions of marketing flexibility focus on increasing customer value through engagement, interaction, and implementation (Shaban & Saleh, 2020). Studies on marketing flexibility are on the rise, and marketing researchers have recognized the value of the impact of this variable. However, there is a lack of studies considering the current research's comprehensiveness in this regard. For example, Americano et al. (2020) examined marketing flexibility in the insurance industry, but they did not have theoretical excellence. In this study, an attempt has been made to strengthen customer perception of the insurance industry by analyzing and reviewing some flexible marketing methods. This study helps to implement flexibility in organizations by explaining the dimensions of marketing flexibility and the factors affecting it. Methodology Following the theoretical foundations of the research, to collect the data for the qualitative phase, questions for the interview were identified with the help of professors, and then interviews were conducted with managers and experts of the Iraqi National Insurance Company. The statistical population of the qualitative research phase is the managers, experts, key decision-makers, and insurance sellers of the Iraqi National Insurance Company. The sampling method was also purposeful and judgmental for exploring components and extracting factors. These experts were selected due to their specialized knowledge and work experience in insurance. The qualitative phase used a thematic analysis approach to analyze the information obtained. After extracting themes and concepts, the research model was designed based on the opinions of the organization's members, experts, and the thematic analysis of their conversations. The quantitative phase used exploratory and confirmatory analyses with structural equation modeling to measure the model. The statistical population of the quantitative phase includes customers of the Iraqi National Insurance Company. Due to the large number, a simple random sampling was done by preparing a list of Iraqi National Insurance Company customers. Then, non-random sampling was done among them. Then, 420 questionnaires were distributed, of which 400 questionnaires were completed. Exploratory factor analysis (EFA) was then used to determine the dimensions and items of the scale and their relationship with each other. Then, confirmatory factor analysis (CFA) was performed to assess the model's fit and the scale's validity. Findings In this study, 8 group and department managers and two insurance sellers were selected as the final sample. The work experience of these individuals ranged from 13 to 42 years. Among them, 10% of the respondents had a doctorate, and 30% had a master's degree. The average age of the interviewees was 44 years. In this study, three main dimensions were considered for flexibility based on interviews and adaptation to theoretical foundations. These three dimensions, namely marketing mix, customer orientation, and organizational structure are the main dimensions of marketing flexibility in the life insurance industry. The quantitative phase tests the study's hypotheses to measure the relationships between environmental changes, marketing strategy, and marketing flexibility. Measurement model fit, structural model fit, and overall model fit are performed to measure these relationships in PLS. This study used the most commonly used criteria for structural model fit. The results of this criterion show that according to Chin’s (1998) review, the structural model fit was generally ‘average’ and at a relatively good level. In addition, to investigate the model's predictive power, a criterion called Q2 (Stone-Geisser criterion) was analyzed. The significance coefficients of the hypotheses that are greater than 1.96 indicate the significance of all measures and relationships between the structures at the 95% confidence level. The GOF, RSMR, and NFI indicators measured the overall model fit. The GOF index is equal to 0.507, which indicates a strong fit of the model. Conclusions Flexible marketing systems are essential for sustainable growth in today's turbulent and dynamic environment (Singh & Shalendra, 2012). The unequivocal need for flexibility in marketing can help organizations sustain growth as a key growth strategy (Singh & Shalendra, 2014). Therefore, achieving a flexible organization that leads to a competitive advantage over competitors requires providing benefits to the customer that must first and foremost achieve customer satisfaction. The results of this study are consistent and relevant with the results of the research that confirmed the impact of the marketing mix on marketing flexibility, which was conducted by Shaban and Saleh (2020), Shalendra and Singh (2015), Shalendra et al. (2017), and Shalendra (2017). Confirmation of the impact of customer orientation on flexibility is also in line with research conducted by Helgeto and Krest (2001), Shalendra et al. (2017), and Shalendra (2017). Finally, organizational structure has been introduced as one of the dimensions of flexibility mentioned in the research of Shalendra et al. (2017) and Shalendra (2017). In confirming the impact of organizational structure and relationships, Amerikwa et al. (2020) are among the few researchers who have mentioned this issue. This study shows the central role of the dimensions of flexibility and the factors affecting it. Competitive advantage is achieved when an organization can strengthen its flexibility and provide different responses in different situations. According to the results of the current study, the most essential basis for strengthening this is the actions of the Iraqi National Insurance Company in terms of the factors affecting and dimensions of marketing flexibility. . The present study aims to identify the dimensions of marketing flexibility and the factors affecting it in life insurance. Library and mixed methods were used. This research uses a mixed approach to collect the data related to the research questions. In the qualitative phase, the statistical population of this research are the managers and experts of the National Insurance Company of Iraq. The sample size of the qualitative study is ten people, obtained by theoretical saturation. Data collection in the qualitative part was done by the interview method, and data analysis was done by the thematic analysis method. Then, the quantitative analysis to validate the obtained model includes exploratory and confirmatory analysis. The statistical population was customers of Iraq insurance and was considered quantitatively unlimited. The sample size was estimated to be 384 people. Sampling was done in a simple random way and then non-random sampling. Data collection was done using a questionnaire. The results identified factors affecting marketing flexibility, including environmental changes and marketing strategies, and its dimensions, including marketing mix, customer orientation, and organizational structure. The results of the quantitative phase indicated the impact of marketing strategy and environmental changes on marketing flexibility. Achieving an organization with flexible marketing capabilities that create a competitive advantage over competitors requires paying attention to the external environment and formulating marketing strategies created by changing organizational structures and processes to respond to the needs and interests of customers. Introduction Marketing flexibility refers to an organization's ability to enter and exit markets and position itself in existing and new markets. It is a controversial concept that encompasses several aspects (Sushil, 2001). Early insights in the marketing literature suggest that marketing flexibility is important in sales and interaction processes (Dewsnap et al., 2020). Marketing flexibility plays an important role in the success and survival of organizations in a rapidly changing business environment (Shalendra & Singh., 2015). Companies that do not adopt a certain level of flexibility in their marketing system do not perform as well as their competitors (Singh, 2010). The idea and actions of marketing flexibility focus on increasing customer value through engagement, interaction, and implementation (Shaban & Saleh, 2020). Studies on marketing flexibility are on the rise, and marketing researchers have recognized the value of the impact of this variable. However, there is a lack of studies considering the current research's comprehensiveness in this regard. For example, Americano et al. (2020) examined marketing flexibility in the insurance industry, but they did not have theoretical excellence. In this study, an attempt has been made to strengthen customer perception of the insurance industry by analyzing and reviewing some flexible marketing methods. This study helps to implement flexibility in organizations by explaining the dimensions of marketing flexibility and the factors affecting it. Methodology Following the theoretical foundations of the research, to collect the data for the qualitative phase, questions for the interview were identified with the help of professors, and then interviews were conducted with managers and experts of the Iraqi National Insurance Company. The statistical population of the qualitative research phase is the managers, experts, key decision-makers, and insurance sellers of the Iraqi National Insurance Company. The sampling method was also purposeful and judgmental for exploring components and extracting factors. These experts were selected due to their specialized knowledge and work experience in insurance. The qualitative phase used a thematic analysis approach to analyze the information obtained. After extracting themes and concepts, the research model was designed based on the opinions of the organization's members, experts, and the thematic analysis of their conversations. The quantitative phase used exploratory and confirmatory analyses with structural equation modeling to measure the model. The statistical population of the quantitative phase includes customers of the Iraqi National Insurance Company. Due to the large number, a simple random sampling was done by preparing a list of Iraqi National Insurance Company customers. Then, non-random sampling was done among them. Then, 420 questionnaires were distributed, of which 400 questionnaires were completed. Exploratory factor analysis (EFA) was then used to determine the dimensions and items of the scale and their relationship with each other. Then, confirmatory factor analysis (CFA) was performed to assess the model's fit and the scale's validity. Findings In this study, 8 group and department managers and two insurance sellers were selected as the final sample. The work experience of these individuals ranged from 13 to 42 years. Among them, 10% of the respondents had a doctorate, and 30% had a master's degree. The average age of the interviewees was 44 years. In this study, three main dimensions were considered for flexibility based on interviews and adaptation to theoretical foundations. These three dimensions, namely marketing mix, customer orientation, and organizational structure are the main dimensions of marketing flexibility in the life insurance industry. The quantitative phase tests the study's hypotheses to measure the relationships between environmental changes, marketing strategy, and marketing flexibility. Measurement model fit, structural model fit, and overall model fit are performed to measure these relationships in PLS. This study used the most commonly used criteria for structural model fit. The results of this criterion show that according to Chin’s (1998) review, the structural model fit was generally ‘average’ and at a relatively good level. In addition, to investigate the model's predictive power, a criterion called Q2 (Stone-Geisser criterion) was analyzed. The significance coefficients of the hypotheses that are greater than 1.96 indicate the significance of all measures and relationships between the structures at the 95% confidence level. The GOF, RSMR, and NFI indicators measured the overall model fit. The GOF index is equal to 0.507, which indicates a strong fit of the model. Conclusions Flexible marketing systems are essential for sustainable growth in today's turbulent and dynamic environment (Singh & Shalendra, 2012). The unequivocal need for flexibility in marketing can help organizations sustain growth as a key growth strategy (Singh & Shalendra, 2014). Therefore, achieving a flexible organization that leads to a competitive advantage over competitors requires providing benefits to the customer that must first and foremost achieve customer satisfaction. The results of this study are consistent and relevant with the results of the research that confirmed the impact of the marketing mix on marketing flexibility, which was conducted by Shaban and Saleh (2020), Shalendra and Singh (2015), Shalendra et al. (2017), and Shalendra (2017). Confirmation of the impact of customer orientation on flexibility is also in line with research conducted by Helgeto and Krest (2001), Shalendra et al. (2017), and Shalendra (2017). Finally, organizational structure has been introduced as one of the dimensions of flexibility mentioned in the research of Shalendra et al. (2017) and Shalendra (2017). In confirming the impact of organizational structure and relationships, Amerikwa et al. (2020) are among the few researchers who have mentioned this issue. This study shows the central role of the dimensions of flexibility and the factors affecting it. Competitive advantage is achieved when an organization can strengthen its flexibility and provide different responses in different situations. According to the results of the current study, the most essential basis for strengthening this is the actions of the Iraqi National Insurance Company in terms of the factors affecting and dimensions of marketing flexibility. .

https://nmrj.ui.ac.ir/article_27856_5a1f555421d580d88dba41a08d24f751.pdf

University of Isfahan New Marketing Research Journal 2228-7744 13 3 2023 11 22 Sales Forecasting Using the Meta-learning Method (Case study: Aluminum Sales in Iran’s Mercantile Exchange Market) Sales Forecasting Using the Meta-learning Method (Case study: Aluminum Sales in Iran’s Mercantile Exchange Market) 113 132 27972 10.22108/nmrj.2023.138364.2929 FA Mohammad Mahdi Ababafha MA Graduate of Business Management, Faculty of Social Sciences, Imam Khomeini International University, Qazvin, Iran Safar Fazli Professor, Department of Management, Faculty of Social Sciences, Imam Khomeini International University, Qazvin, Iran Journal Article 2023 07 10 Background: Market sales forecasting has a special role in the analysis of marketing opportunities. Along the same line, sales forecasting plays an important role in the planning of different departments of an organization Objective: Accordingly, the main goal of this research is to use one of the new tools in the field of machine learning (the meta-learning method) to predict the number of sales with a case study. Aluminum is sold in the Iran Mercantile Exchange. Methods: The current research is included in the category of applied research and the research data were collected using secondary data sources. The data available in the weekly reports published on the official website of the Iran Mercantile Exchange Organization has been used for analysis. The steps of conducting the research are based on the principles of prediction and using the meta-learning approach. Results: The findings of the current research show how to use the meta-learning method to predict the amount of sales and estimate the demand for aluminum in the Iranian Mercantile Exchange. The model is presented using the meta-learning method based on 4 basic prediction methods of the neural network, ARIMA, regression, and exponential smoothing in line with time series data related to aluminum sales in the Iran Mercantile Exchange (including 344 time periods from 2015 to 2022). Conclusions: Examining the accuracy of the results of using the meta-learning method to predict sales has shown the superiority of this method compared to four other selected prediction methods. In this research, three stages of validation were conducted to verify the results obtained, and in the results of all three validation samples, the superiority of the accuracy of the meta-learning method was confirmed. The capability of this method to solve the prediction problem is one of the capabilities of using artificial intelligence tools in solving different management problems. As a result, the meta-learning method has been introduced to marketing managers and researchers as a powerful tool in the field of sales forecasting. Introduction Market sales forecasting plays a significant role in marketing opportunity analysis. Considering the important role of sales forecasting in the planning of different parts of organizations, the main objective of this research is to utilize a novel machine-learning technique (the meta-learning method) to forecast sales amounts with the case study of aluminum sales in Iran’s mercantile market. In addition, the accuracy of this novel method of forecasting is studied in this research. Methodology In this applied research, data collection was done using a secondary data source. The data in weekly reports published in the official Iran mercantile market is used for the analysis. The steps of the research are done based on the forecasting principles and using the meta-learning approach which is based on using meta-knowledge. In this study, the meta-knowledge is achieved by implementing basic methods of forecasting and deriving the results of them. The meta-learning method’s main stage is determining the best approach to use the meta-knowledge in order to achieve the best forecasting model. Due to the consideration of different forecasting results in implementing the meta-learning method, the accuracy superiority of the meta-learning method is expected. The accuracy evaluation is done using practical measurements, and eventually, the results are validated. Findings This study showed the use of the meta-learning method to forecast sales, and specifically, to forecast the demand for aluminum in Iran's mercantile market. The approach of the meta-knowledge usage is specifically determined based on the results gathered by analyzing aluminum sales in Iran's mercantile market. It was shown that the meta-learning method is a flexible method that can be used for forecasting sales. In addition, the results of implementing the meta-learning method showed the method’s significant superiority over four other practical forecasting methods. In this research, to validate the results, three steps of validation were conducted. The validation steps were done considering different amounts of input data and different forecasting horizons. Though the accuracy of the forecasting method varied in different validation phases, all three validation results have confirmed the meta-learning method’s superiority in comparison with four other practical forecasting methods. Conclusions In this research, the meta-learning method is used to forecast sales, and the accuracy of this method is compared with four other practical forecasting methods. The results of this comparison have shown the capability of this method to solve the forecasting problem. In conclusion, this research has shown the capability of artificial intelligence utilities to solve different management problems, and this could lead to finding new superior tools for managers. Background: Market sales forecasting has a special role in the analysis of marketing opportunities. Along the same line, sales forecasting plays an important role in the planning of different departments of an organization Objective: Accordingly, the main goal of this research is to use one of the new tools in the field of machine learning (the meta-learning method) to predict the number of sales with a case study. Aluminum is sold in the Iran Mercantile Exchange. Methods: The current research is included in the category of applied research and the research data were collected using secondary data sources. The data available in the weekly reports published on the official website of the Iran Mercantile Exchange Organization has been used for analysis. The steps of conducting the research are based on the principles of prediction and using the meta-learning approach. Results: The findings of the current research show how to use the meta-learning method to predict the amount of sales and estimate the demand for aluminum in the Iranian Mercantile Exchange. The model is presented using the meta-learning method based on 4 basic prediction methods of the neural network, ARIMA, regression, and exponential smoothing in line with time series data related to aluminum sales in the Iran Mercantile Exchange (including 344 time periods from 2015 to 2022). Conclusions: Examining the accuracy of the results of using the meta-learning method to predict sales has shown the superiority of this method compared to four other selected prediction methods. In this research, three stages of validation were conducted to verify the results obtained, and in the results of all three validation samples, the superiority of the accuracy of the meta-learning method was confirmed. The capability of this method to solve the prediction problem is one of the capabilities of using artificial intelligence tools in solving different management problems. As a result, the meta-learning method has been introduced to marketing managers and researchers as a powerful tool in the field of sales forecasting. Introduction Market sales forecasting plays a significant role in marketing opportunity analysis. Considering the important role of sales forecasting in the planning of different parts of organizations, the main objective of this research is to utilize a novel machine-learning technique (the meta-learning method) to forecast sales amounts with the case study of aluminum sales in Iran’s mercantile market. In addition, the accuracy of this novel method of forecasting is studied in this research. Methodology In this applied research, data collection was done using a secondary data source. The data in weekly reports published in the official Iran mercantile market is used for the analysis. The steps of the research are done based on the forecasting principles and using the meta-learning approach which is based on using meta-knowledge. In this study, the meta-knowledge is achieved by implementing basic methods of forecasting and deriving the results of them. The meta-learning method’s main stage is determining the best approach to use the meta-knowledge in order to achieve the best forecasting model. Due to the consideration of different forecasting results in implementing the meta-learning method, the accuracy superiority of the meta-learning method is expected. The accuracy evaluation is done using practical measurements, and eventually, the results are validated. Findings This study showed the use of the meta-learning method to forecast sales, and specifically, to forecast the demand for aluminum in Iran's mercantile market. The approach of the meta-knowledge usage is specifically determined based on the results gathered by analyzing aluminum sales in Iran's mercantile market. It was shown that the meta-learning method is a flexible method that can be used for forecasting sales. In addition, the results of implementing the meta-learning method showed the method’s significant superiority over four other practical forecasting methods. In this research, to validate the results, three steps of validation were conducted. The validation steps were done considering different amounts of input data and different forecasting horizons. Though the accuracy of the forecasting method varied in different validation phases, all three validation results have confirmed the meta-learning method’s superiority in comparison with four other practical forecasting methods. Conclusions In this research, the meta-learning method is used to forecast sales, and the accuracy of this method is compared with four other practical forecasting methods. The results of this comparison have shown the capability of this method to solve the forecasting problem. In conclusion, this research has shown the capability of artificial intelligence utilities to solve different management problems, and this could lead to finding new superior tools for managers.

https://nmrj.ui.ac.ir/article_27972_cb44324220b98d7ff729eda3b7bba2d8.pdf

University of Isfahan New Marketing Research Journal 2228-7744 13 3 2023 11 22 Designing a B2B Digital Marketing Implementation Model with an Emphasis on Artificial Intelligence-based Customer Relationship Management Designing a B2B Digital Marketing Implementation Model with an Emphasis on Artificial Intelligence-based Customer Relationship Management 133 158 28054 10.22108/nmrj.2023.138898.2952 FA Mohammad Bashokouh Ajirlo Department of Business Management, Faculty of Literature and Humanities, Mohaghegh Ardabili University, Ardabil, Iran Rahim Mohammad Khani PhD Candidate, Department of Business Management, Faculty of Literature and Humanities, Mohaghegh Ardabili University, Ardabil, Iran Journal Article 2023 09 12 Abstract Introduction: The use of digital marketing as a communication and sales channel has led to the need and use of customer relationship management (CRM) systems based on artificial intelligence for the proper management of company information. Purpose: The purpose of this research is to design a business-to-business marketing implementation model with an emphasis on customer relationship management based on artificial intelligence Methods: This study is a type of mixed research with a qualitative-quantitative approach, which is a survey study in terms of its purpose, application, and data collection. In the qualitative part of the data collection tool, a semi-structured interview with 18 specialists and experts in the field of business-to-business digital marketing and university professors who were selected by snowball method. The quantitative part includes a targeted sampling with 35 digital marketing experts and data gathered through a questionnaire. In the qualitative part of the data analysis method, the Grounded theory approach is used based on the Strauss and Corbin method, which is compiled using the MAXQDA software and the coding method. In the quantitative part, the validation method is based on the Kendall correlation test. Findings: The findings of the research (6 general categories, 25 subcategories, and 173 main concepts) include presenting a model that includes causal, contextual, and intervening conditions, along with the introduction of the central phenomenon and the presentation of strategies for implementing business-to-business digital marketing and identifying its consequences. Conclusions: Company managers should pay attention to factors such as customer relationship management based on artificial intelligence (analytical, collaborative, and operational) to implement digital marketing from business to business and try to weaken the inhibiting factors and strengthen the positive and influential factors. Introduction Considering the number of customers and a large volume of transactions and the possibility of increasing profitability in business-to-business business compared to business-to-consumer business, it seems necessary to do more research on business-to-business digital marketing. Therefore, in the current research, we theoretically use the typology of three types of customer relationship management: analytical customer relationship management (analyzing customer data and improving their experience) collaborative customer relationship management (for sharing information and internal collaboration organization), and operational customer relationship management (for customer contact management). These customer relationship management systems in business-to-business digital marketing can use artificial intelligence to improve data and analyze new patterns by analyzing user data in digital environments. The innovation of the current study is that despite the exponential development of artificial intelligence and its emerging application in various production environments, none of the previous studies have addressed issues in business-to-business digital marketing. Methodology This research is a type of mixed research with a qualitative-quantitative approach, which is a survey study in terms of its purpose, application, and data collection. In the qualitative part of the data collection tool, a semi-structured interview was conducted with 18 specialists and experts in the field of business-to-business digital marketing and university professors who were selected using the snowball method. In the quantitative part, purposeful sampling is done with 35 digital marketing experts and information gathering through a questionnaire. In the qualitative part of the data analysis method, the data theory approach is used based on the Strauss and Corbin method, which was developed using the MAXQDA software and the coding method. In the quantitative part, the validation method is based on the Kendall correlation test. In this research, to meaningfully interpret the factors affecting the implementation of digital marketing from business to business, the personal views and experiences of experts, senior marketing managers of companies, IT specialists, and university professors have been examined. The data were collected through deep and semi-structured interviews with 18 experts and specialists in the field of digital marketing who have at least 10 years of experience in the field of marketing, sales, advertising, and digital marketing, as well as university professors who have records of working and teaching in the field of marketing and marketing. They had digital skills and were capable in terms of having knowledge-oriented indicators. Findings Analyzing the opinions and views of the research participants about the implementation of business-to-business digital marketing with an emphasis on artificial intelligence-based customer relationship management led to the presentation of a qualitative model whose causal factors include 9 categories: 1) management factors, 2) communication and information technology, 3) factors related to digital marketing, 4) company strategies, 5) technological measures, 6) customer-related measures, 7) innovation ecosystem readiness, 8) digital transformation, and 9) digital adoption. According to the findings of the research, the components of cultural and social factors, legal factors, electronic word-of-mouth marketing, digital infrastructure and capabilities, customer orientation, human resources, and strategic management including environmental factors and the governing platform for the development of business-to-business digital marketing strategies are also important. The main types of customer relationship management can be applied according to how they are implemented in companies. Accordingly, types of customer relationship management (analytical, operational, and collaborative) are those types of customer relationship management systems that are created, customized, and structured for large companies that have the capacity and need to develop management platforms for their information. The impact of contextual categories, intervening factors, and the application of strategy on the implementation of digital marketing can lead to agility, organizational consequences, identifying the basic patterns of customer purchase behavior, consumer cooperation in new product production, and building trust in digital operating systems. Conclusions AI-based customer relationship management systems can add business value and also turn B2B digital marketing into a sustainable strategy that can predict the steps a company should take to succeed in its marketing strategies. Therefore, the application and new uses of artificial intelligence-based customer relationship management are essential for companies in the business-to-business environment. Artificial intelligence-based customer relationship management increases the profitability of marketing accounts and improves business performance even globally by collecting data and predicting sales, business, and scalability. Artificial intelligence-based customer relationship management that works in digital marketing environments pays attention to techniques focused on machine learning and big data and uses data-based marketing strategies to guide and collect customer knowledge data and evaluate the performance of activities. Usually, these processes are related to analytical customer relationship management types. Therefore, using artificial intelligence-based customer relationship management facilitates decision-making processes, understanding of user behavior and responses, innovation strategies, sales forecasting, understanding of social network strategies, as well as customer orientation in digital environments. Abstract Introduction: The use of digital marketing as a communication and sales channel has led to the need and use of customer relationship management (CRM) systems based on artificial intelligence for the proper management of company information. Purpose: The purpose of this research is to design a business-to-business marketing implementation model with an emphasis on customer relationship management based on artificial intelligence Methods: This study is a type of mixed research with a qualitative-quantitative approach, which is a survey study in terms of its purpose, application, and data collection. In the qualitative part of the data collection tool, a semi-structured interview with 18 specialists and experts in the field of business-to-business digital marketing and university professors who were selected by snowball method. The quantitative part includes a targeted sampling with 35 digital marketing experts and data gathered through a questionnaire. In the qualitative part of the data analysis method, the Grounded theory approach is used based on the Strauss and Corbin method, which is compiled using the MAXQDA software and the coding method. In the quantitative part, the validation method is based on the Kendall correlation test. Findings: The findings of the research (6 general categories, 25 subcategories, and 173 main concepts) include presenting a model that includes causal, contextual, and intervening conditions, along with the introduction of the central phenomenon and the presentation of strategies for implementing business-to-business digital marketing and identifying its consequences. Conclusions: Company managers should pay attention to factors such as customer relationship management based on artificial intelligence (analytical, collaborative, and operational) to implement digital marketing from business to business and try to weaken the inhibiting factors and strengthen the positive and influential factors. Introduction Considering the number of customers and a large volume of transactions and the possibility of increasing profitability in business-to-business business compared to business-to-consumer business, it seems necessary to do more research on business-to-business digital marketing. Therefore, in the current research, we theoretically use the typology of three types of customer relationship management: analytical customer relationship management (analyzing customer data and improving their experience) collaborative customer relationship management (for sharing information and internal collaboration organization), and operational customer relationship management (for customer contact management). These customer relationship management systems in business-to-business digital marketing can use artificial intelligence to improve data and analyze new patterns by analyzing user data in digital environments. The innovation of the current study is that despite the exponential development of artificial intelligence and its emerging application in various production environments, none of the previous studies have addressed issues in business-to-business digital marketing. Methodology This research is a type of mixed research with a qualitative-quantitative approach, which is a survey study in terms of its purpose, application, and data collection. In the qualitative part of the data collection tool, a semi-structured interview was conducted with 18 specialists and experts in the field of business-to-business digital marketing and university professors who were selected using the snowball method. In the quantitative part, purposeful sampling is done with 35 digital marketing experts and information gathering through a questionnaire. In the qualitative part of the data analysis method, the data theory approach is used based on the Strauss and Corbin method, which was developed using the MAXQDA software and the coding method. In the quantitative part, the validation method is based on the Kendall correlation test. In this research, to meaningfully interpret the factors affecting the implementation of digital marketing from business to business, the personal views and experiences of experts, senior marketing managers of companies, IT specialists, and university professors have been examined. The data were collected through deep and semi-structured interviews with 18 experts and specialists in the field of digital marketing who have at least 10 years of experience in the field of marketing, sales, advertising, and digital marketing, as well as university professors who have records of working and teaching in the field of marketing and marketing. They had digital skills and were capable in terms of having knowledge-oriented indicators. Findings Analyzing the opinions and views of the research participants about the implementation of business-to-business digital marketing with an emphasis on artificial intelligence-based customer relationship management led to the presentation of a qualitative model whose causal factors include 9 categories: 1) management factors, 2) communication and information technology, 3) factors related to digital marketing, 4) company strategies, 5) technological measures, 6) customer-related measures, 7) innovation ecosystem readiness, 8) digital transformation, and 9) digital adoption. According to the findings of the research, the components of cultural and social factors, legal factors, electronic word-of-mouth marketing, digital infrastructure and capabilities, customer orientation, human resources, and strategic management including environmental factors and the governing platform for the development of business-to-business digital marketing strategies are also important. The main types of customer relationship management can be applied according to how they are implemented in companies. Accordingly, types of customer relationship management (analytical, operational, and collaborative) are those types of customer relationship management systems that are created, customized, and structured for large companies that have the capacity and need to develop management platforms for their information. The impact of contextual categories, intervening factors, and the application of strategy on the implementation of digital marketing can lead to agility, organizational consequences, identifying the basic patterns of customer purchase behavior, consumer cooperation in new product production, and building trust in digital operating systems. Conclusions AI-based customer relationship management systems can add business value and also turn B2B digital marketing into a sustainable strategy that can predict the steps a company should take to succeed in its marketing strategies. Therefore, the application and new uses of artificial intelligence-based customer relationship management are essential for companies in the business-to-business environment. Artificial intelligence-based customer relationship management increases the profitability of marketing accounts and improves business performance even globally by collecting data and predicting sales, business, and scalability. Artificial intelligence-based customer relationship management that works in digital marketing environments pays attention to techniques focused on machine learning and big data and uses data-based marketing strategies to guide and collect customer knowledge data and evaluate the performance of activities. Usually, these processes are related to analytical customer relationship management types. Therefore, using artificial intelligence-based customer relationship management facilitates decision-making processes, understanding of user behavior and responses, innovation strategies, sales forecasting, understanding of social network strategies, as well as customer orientation in digital environments.

https://nmrj.ui.ac.ir/article_28054_58c638376fee87d5aba8ebe82848e821.pdf

University of Isfahan New Marketing Research Journal 2228-7744 13 3 2023 11 22 Providing a Pattern of Environmental Behavior Affectivity of Environmental Campaigns with a Systematic Review Strategy Providing a Pattern of Environmental Behavior Affectivity of Environmental Campaigns with a Systematic Review Strategy 159 186 28161 10.22108/nmrj.2024.139893.2992 FA Zahra Kazemi Saraskanrood Ph.D. candidate, Department of Business Administration, Faculty of Economic and Administrative Sciences, Mazandaran University, Babolsar, Iran Maisam Shirkhodaie Associate professor, Department of Business Administration, Faculty of Economic and Administrative Sciences, Mazandaran University, Babolsar, Iran Mahmood Yahyazadehfar Professor, Department of Business Administration, Faculty of Economic and Administrative Sciences, Mazandaran University, Babolsar, Iran Journal Article 2023 11 23 The environmental health of our planet has been compromised by factors, such as diminishing biodiversity, widespread deforestation, and unprecedented global warming. Strengthening environmental behavior through the influence of environmental campaigns has emerged as a potential solution. This research aimed to identify and categorize theories of environmental behavior based on a new ecological paradigm and present a framework for explaining environmental behavior and the effectiveness of environmental advertising campaigns. The study was exploratory in nature and adopted a qualitative research approach within the interpretive paradigm. To achieve its objectives, the researchers conducted a systematic review of literature available in the Scopus database from 2010 to 2023. The research was structured around 3 key themes: environmental behavior of individuals in various roles, antecedents and consequences of this behavior, and theoretical progression in this field, which was divided into theoretical development, exploration, and integration. Finally, a framework was developed to illustrate the impact of environmental campaigns on environmental behavior and its explanatory factors, such as awareness, knowledge, values, and attitudes, by integrating the value-belief-norm theory and the attitude-behavior-context theory. Introduction The challenge of transferring climate risks to vulnerable groups and motivating them to adopt environmentally friendly actions is of paramount importance. Recognizing this, environmental activists and non-governmental organizations have acknowledged the need to raise awareness about the adverse consequences of environmental damage. Environmental campaigns disseminated across various traditional and digital platforms through compelling imagery and text aim to evoke emotions of sorrow and fear, thereby garnering public interest in addressing environmental issues. These campaigns play a crucial role in promoting environmental awareness and fostering opportunities to enhance environmental knowledge, laying the groundwork for cultivating environmentally conscious citizens. While numerous studies have explored environmental behaviors, a comprehensive synthesis of existing theories is notably absent. Moreover, academic research on environmental campaigns has experienced rapid growth in recent years with substantial efforts dedicated to enhancing understanding of their effectiveness. However, scant attention has been directed towards investigating the impact of environmental campaigns on promoting environmental behavior and the underlying influencing factors. To address this gap, this article endeavored to present a framework for elucidating environmental behavior and the factors shaping it under the influence of environmental advertising campaigns. Consequently, the current research sought to address the following key questions: What are the primary research focal points in the realm of environmental behavior? How can environmental behavior theories be classified? What is the influence pattern of environmental behavior and its explanatory factors stemming from environmental campaigns? Methodology The aim of this research was to identify and categorize theories of environmental behavior and establish a framework for explaining environmental behavior and its influencing factors, particularly in relation to the effectiveness of environmental campaigns. This study was both exploratory and developmental in nature and it employed a qualitative research approach within the interpretative paradigm. To achieve this objective, the authors conducted a systematic literature review using content analysis. The statistical population for this research comprised all scientific publications in the field indexed in the Scopus reference database. Out of the 2380 documents initially identified in the Scopus database, 1907 were classified as "articles", 1895 from "authentic journals", 1795 in the "English language", and 1593 published between 2010 and 2023. After excluding irrelevant articles focusing on biology, chemistry, architecture, and other fields, as well as those that did not primarily study "environmental behavior" at the individual level, the number of relevant documents was reduced to 364. Subsequently, the researchers conducted a review process based on various parameters, such as title, abstract, content, and quality of methodology, resulting in the selection of 117 articles. Findings The top ten keywords in the field of environmental behavior research were attitude, environmental behavior, planned behavior, value, climate change, knowledge, education, concern, and environmental development. Research topics in environmental behavior were primarily categorized into 3 groups. The first category encompassed studies focusing on the environmental behavior of various groups, such as employees, tourists, residents, students, and consumers. The second category delved into the key influencing factors and related theories that examined the precursors of environmental behavior. These influential factors included attitudes, norms, perceived behavioral control, habits, values, and beliefs. The third category involved research on the outcomes of environmental behavior. Environmental behaviors have positive effects on identity formation and, on a broader scale, on areas, such as sustainable tourism and environmental development. The theoretical development in this field could be summarized in 3 parts: psychological theories (including rational action, planned behavior, norm activation, value-attitude-behavior, protective motivation, social identity, social exchange, social learning, ability-motivation-opportunity, cognitive dissonance, and the stimulus-organism-response paradigm), sociological theories (including social interaction and social action), and theoretical integration (combination of internal and external causes, as well as the integration of rationality and emotions). From the value-belief-norm theory, concepts, such as environmental values, advertising, and environmental knowledge, were extracted, while from the attitude-behavior-context theory, environmental attitudes and the effectiveness of environmental campaigns were derived. Furthermore, a pattern of environmental behavior and its explanatory factors was drawn from environmental campaigns. Conclusion The findings of this study indicated that environmental values had a significant influence on environmental behavior consistent with the results of Howell (2013) and Antonetti & Maclan (2014), suggesting that individuals, who adhere more strongly to environmental values tend to exhibit more environmentally responsible behavior. Moreover, an increase in exposure to environmental advertising was associated with a greater display of environmentally responsible behavior. Similarly, an increase in environmental knowledge was linked to a rise in individual’s environmental behavior, aligning with the findings of Abbasi et al. (2017), binti Aman (2011), Bala et al. (2023), Liobikienė & Poškus (2019), and others. Furthermore, environmental attitudes as evidenced by studies conducted by Abbasi et al. (2017), Rezadost et al. (2023), Chen et al. (2012), Elahi et al. (2022), and Ogiemwonyi et al. (2023) were shown to impact environmental behavior. Correction of inappropriate environmental behavior was contingent upon changes in environmental attitudes and the effectiveness of environmental campaigns as a moderating variable could help bridge the gap between environmental attitudes and behavior. These findings were consistent with the results of studies by Harring & Jagers (2013) and Chua et al. (2021). In light of these results, it is recommended to implement educational campaigns with environmental content to raise awareness among citizens about environmental issues and promote appropriate environmental behaviors in accordance with their beliefs, moral values, and local culture. The environmental health of our planet has been compromised by factors, such as diminishing biodiversity, widespread deforestation, and unprecedented global warming. Strengthening environmental behavior through the influence of environmental campaigns has emerged as a potential solution. This research aimed to identify and categorize theories of environmental behavior based on a new ecological paradigm and present a framework for explaining environmental behavior and the effectiveness of environmental advertising campaigns. The study was exploratory in nature and adopted a qualitative research approach within the interpretive paradigm. To achieve its objectives, the researchers conducted a systematic review of literature available in the Scopus database from 2010 to 2023. The research was structured around 3 key themes: environmental behavior of individuals in various roles, antecedents and consequences of this behavior, and theoretical progression in this field, which was divided into theoretical development, exploration, and integration. Finally, a framework was developed to illustrate the impact of environmental campaigns on environmental behavior and its explanatory factors, such as awareness, knowledge, values, and attitudes, by integrating the value-belief-norm theory and the attitude-behavior-context theory. Introduction The challenge of transferring climate risks to vulnerable groups and motivating them to adopt environmentally friendly actions is of paramount importance. Recognizing this, environmental activists and non-governmental organizations have acknowledged the need to raise awareness about the adverse consequences of environmental damage. Environmental campaigns disseminated across various traditional and digital platforms through compelling imagery and text aim to evoke emotions of sorrow and fear, thereby garnering public interest in addressing environmental issues. These campaigns play a crucial role in promoting environmental awareness and fostering opportunities to enhance environmental knowledge, laying the groundwork for cultivating environmentally conscious citizens. While numerous studies have explored environmental behaviors, a comprehensive synthesis of existing theories is notably absent. Moreover, academic research on environmental campaigns has experienced rapid growth in recent years with substantial efforts dedicated to enhancing understanding of their effectiveness. However, scant attention has been directed towards investigating the impact of environmental campaigns on promoting environmental behavior and the underlying influencing factors. To address this gap, this article endeavored to present a framework for elucidating environmental behavior and the factors shaping it under the influence of environmental advertising campaigns. Consequently, the current research sought to address the following key questions: What are the primary research focal points in the realm of environmental behavior? How can environmental behavior theories be classified? What is the influence pattern of environmental behavior and its explanatory factors stemming from environmental campaigns? Methodology The aim of this research was to identify and categorize theories of environmental behavior and establish a framework for explaining environmental behavior and its influencing factors, particularly in relation to the effectiveness of environmental campaigns. This study was both exploratory and developmental in nature and it employed a qualitative research approach within the interpretative paradigm. To achieve this objective, the authors conducted a systematic literature review using content analysis. The statistical population for this research comprised all scientific publications in the field indexed in the Scopus reference database. Out of the 2380 documents initially identified in the Scopus database, 1907 were classified as "articles", 1895 from "authentic journals", 1795 in the "English language", and 1593 published between 2010 and 2023. After excluding irrelevant articles focusing on biology, chemistry, architecture, and other fields, as well as those that did not primarily study "environmental behavior" at the individual level, the number of relevant documents was reduced to 364. Subsequently, the researchers conducted a review process based on various parameters, such as title, abstract, content, and quality of methodology, resulting in the selection of 117 articles. Findings The top ten keywords in the field of environmental behavior research were attitude, environmental behavior, planned behavior, value, climate change, knowledge, education, concern, and environmental development. Research topics in environmental behavior were primarily categorized into 3 groups. The first category encompassed studies focusing on the environmental behavior of various groups, such as employees, tourists, residents, students, and consumers. The second category delved into the key influencing factors and related theories that examined the precursors of environmental behavior. These influential factors included attitudes, norms, perceived behavioral control, habits, values, and beliefs. The third category involved research on the outcomes of environmental behavior. Environmental behaviors have positive effects on identity formation and, on a broader scale, on areas, such as sustainable tourism and environmental development. The theoretical development in this field could be summarized in 3 parts: psychological theories (including rational action, planned behavior, norm activation, value-attitude-behavior, protective motivation, social identity, social exchange, social learning, ability-motivation-opportunity, cognitive dissonance, and the stimulus-organism-response paradigm), sociological theories (including social interaction and social action), and theoretical integration (combination of internal and external causes, as well as the integration of rationality and emotions). From the value-belief-norm theory, concepts, such as environmental values, advertising, and environmental knowledge, were extracted, while from the attitude-behavior-context theory, environmental attitudes and the effectiveness of environmental campaigns were derived. Furthermore, a pattern of environmental behavior and its explanatory factors was drawn from environmental campaigns. Conclusion The findings of this study indicated that environmental values had a significant influence on environmental behavior consistent with the results of Howell (2013) and Antonetti & Maclan (2014), suggesting that individuals, who adhere more strongly to environmental values tend to exhibit more environmentally responsible behavior. Moreover, an increase in exposure to environmental advertising was associated with a greater display of environmentally responsible behavior. Similarly, an increase in environmental knowledge was linked to a rise in individual’s environmental behavior, aligning with the findings of Abbasi et al. (2017), binti Aman (2011), Bala et al. (2023), Liobikienė & Poškus (2019), and others. Furthermore, environmental attitudes as evidenced by studies conducted by Abbasi et al. (2017), Rezadost et al. (2023), Chen et al. (2012), Elahi et al. (2022), and Ogiemwonyi et al. (2023) were shown to impact environmental behavior. Correction of inappropriate environmental behavior was contingent upon changes in environmental attitudes and the effectiveness of environmental campaigns as a moderating variable could help bridge the gap between environmental attitudes and behavior. These findings were consistent with the results of studies by Harring & Jagers (2013) and Chua et al. (2021). In light of these results, it is recommended to implement educational campaigns with environmental content to raise awareness among citizens about environmental issues and promote appropriate environmental behaviors in accordance with their beliefs, moral values, and local culture.

https://nmrj.ui.ac.ir/article_28161_5233b89ec202abd4457d2c1d0dbd4366.pdf