دانشگاه اصفهان تحقیقات بازاریابی نوین 2228-7744 14 3 2024 11 21 Presenting a Model of Marketing Influencers in the Social Network: A Case Study of Fashion Industry ارائۀ الگوی تأثیرگذاران بازاریابی در شبکۀ اجتماعی (مورد مطالعه: صنعت مد) 1 24 29074 10.22108/nmrj.2024.142304.3084 FA عباس عباسی دانشیار بخش مدیریت، دانشکدۀ اقتصاد، مدیریت و علوم اجتماعی دانشگاه شیراز، شیراز، ایران آناهیتا حاتمی دانشجوی کارشناسی ارشد، بازاریابی، دانشکدۀ اقتصاد، مدیریت و علوم اجتماعی دانشگاه شیراز، شیراز، ایران ابوالقاسم ابراهیمی دانشیار بخش مدیریت، دانشکدۀ اقتصاد، مدیریت و علوم اجتماعی دانشگاه شیراز، شیراز، ایران 0000-0002-6410-8809 Journal Article 2024 07 30 The rise of social networks has established a platform for global communication and interaction. Among these, Instagram distinguishes itself as one of the most popular networks, attracting considerable attention from brands and business managers due to its high engagement rates. The informal dynamics of platforms like Instagram have facilitated the emergence of influencers—ordinary individuals, who create and share content across various contexts. To select the right influencer and ensure effective feedback, businesses need insights that extend beyond mere likes and comments. This study aim to develop a comprehensive model of marketing influencers and their characteristics within the Instagram platform with a particular focus on the fashion industry. This mixed-method research use both qualitative and quantitative approaches. Data collection involved library research and field methods. The qualitative phase utilized semi-structured interviews, while the quantitative phase employed a researcher-designed questionnaire distributed among 172 respondents selected through non-probability random sampling. Qualitative data were analyzed using inductive content analysis, while quantitative data were processed using descriptive and inferential statistics with SPSS and SMARTPLS software. The findings show two primary categories of influencer characteristics: personality-related and marketing-related. Personality traits encompass creativity, trustworthiness, and uniqueness, while marketing-related traits included brand impact, high engagement, and audience connection. These insights enhance existing research by identifying additional characteristics unique to Instagram influencers, providing valuable guidance for businesses in the fashion industry. Introduction The dynamics of social networks like Instagram have transformed the media landscape and advertising models. Influencers recognized as opinion leaders have become pivotal in shaping consumer behavior and brand interactions. Businesses are increasingly adopting influencer marketing strategies to better understand customer preferences, meet expectations, and enhance engagement. However, successful implementation requires a nuanced understanding of influencer traits and their impacts. While previous studies have examined quantitative metrics, such as follower counts and likes, fewer have explored the comprehensive characteristics of influencers. Considering the socio-cultural and economic diversity across markets, this study aim to fill this gap by proposing an actionable model for marketing influencers on social networks. The research focuse on two core questions: What personality traits define marketing influencers and what components and indicators do these traits encompass? What marketing traits characterize influencers and what components and indicators do these traits include? Materials & Methods This applied research use a descriptive-survey and mixed-method approach. In the qualitative phase, 50 articles published in the past 5 to 6 years on influencer marketing were reviewed with 36 selected for in-depth analysis. Experts validated data from these articles to ensure comprehensive coverage. Qualitative data collection involved library research and semi-structured interviews, which were analyzed using inductive qualitative content analysis. The quantitative phase targeted consumers with experience engaging with fashion industry influencers on Instagram. A non-probability random sampling method was used to select 172 participants. Data collection utilized a researcher-designed online questionnaire based on qualitative findings. The validity and reliability of the questionnaire were confirmed through construct validity (factor analysis) and Cronbach's alpha. Research Findings Qualitative analysis identified two main dimensions: personality-related and marketing-related characteristics. Codes from the literature were refined into components, each accompanied by explanatory concepts. In the quantitative phase, the SMARTPLS model revealed both external (measurement) and internal (structural) patterns. Personality traits included creativity, trust, social skills, uniqueness, and individual competencies. These traits established authenticity and credibility, fostering stronger connections with the audience. Marketing traits encompassed brand loyalty, high engagement, aesthetic appeal, and content production, all of which directly influence brand visibility and consumer behavior. The model's reliability and validity were confirmed through several statistical tests, including Cronbach's alpha, composite reliability, and mean variance extracted (convergent validity). Structural model analysis indicated a robust fit, with predictor variables explaining significant variances in the dependent traits. Discussion of Results & Conclusion The first research question examined the characteristics and features of marketing influencers, along with the indicators and components that defined these traits. The findings revealed that marketing influencers on social networks possessed two primary categories of traits: personality-related characteristics and marketing-related characteristics. Personality-related traits were closely tied to the individual qualities of the influencer and included components, such as social skills, creativity, educational value, knowledge, and trustworthiness, the ability to spark interest, attractiveness, unique competencies, and distinct personality traits. These characteristics enabled influencers to forge genuine connections with their audiences, fostering trust and engagement. In contrast, marketing-related characteristics pertained specifically to the marketing domain. These included the ability to create brand loyalty, effective branding, brand impact, endorsement capabilities, high engagement levels, meaningful connections, content creation, verified status (blue tick), aesthetic appeal, competitiveness, audience reach, and relevance to the target market, the capacity to drive sales, active engagement, specialized expertise, and success in establishing impactful support networks. These components enhanced an influencer's ability to align with brand values, expand audience reach, and deliver measurable results for businesses. The second research question explored specific indicators and characteristics that defined marketing influencers. Influencers were distinguished by their capacity to produce attractive and engaging content, establish customer trust, disseminate accurate and timely information, and demonstrate awareness of key events and trends. Additionally, traits, such as honesty, humility, ethical behavior, conscientiousness, creativity, problem-solving abilities, and the capacity to inspire and motivate audiences were critical. Influencers had to excel in social skills, including consultation, creating joy, and fostering motivation. From a practical standpoint, influencers had to possess strong communication skills, including the ability to articulate their perspectives effectively and engage in meaningful self-disclosure. Attributes, such as enthusiasm for their work, decision-making capabilities, and purpose-driven behavior, further distinguished successful influencers. They had to also demonstrate commitment, emotional intelligence, compatibility with their audience, and ability to align their personality with the brand's image. Expanding access to target customers, improving interpersonal communications, and fostering constructive, two-way interactions with brands and audiences were essential for their success. Moreover, influencers had to manage their relationships with audiences in ways that build trust and maintained the brand's credibility. Their role often involved enhancing customer behavior, facilitating decision-making, and influencing purchasing preferences. This included creating a positive brand image, encouraging deeper engagement with audiences, and driving sales effectively. The ability to adapt to new markets and attract diverse customer bases further enhanced their impact. While quantitative metrics, such as high follower counts, shares, likes, and comments, remained important, they had to be complemented by qualitative capabilities. These included scenario planning, crafting strategies tailored to market demands, reducing advertising costs, building extensive social connections, and fostering collaborations with organizations. Familiarity with consumer preferences, expertise in strategic advertising, and an understanding of legal and regulatory frameworks were equally critical. Influencers had to also focus on specific audience segments to maximize their effectiveness. In conclusion, this study highlight the dual roles influencers play as both creative individuals and strategic marketers. Their personality-related traits established authenticity and relatability, while their marketing-related characteristics drive measurable results. Businesses in the fashion industry could leverage this comprehensive framework to select influencers, who effectively balanced these traits, ensuring impactful campaigns and long-term success. By focusing on these attributes, brands can optimize their influencer strategies, foster trust with their target audiences, and achieve competitive advantages in a rapidly evolving digital landscape. Future research could expand this model to other industries or explore the longitudinal impacts of influencer marketing to provide deeper insights into its effectiveness. شرکت‌ها برای انتخاب تأثیرگذار مناسب و گرفتن یک بازخورد خوب به اطلاعاتی بیش از تعداد لایک و کامنت نیاز دارند؛ بنابراین هدف از پژوهش حاضر ارائۀ الگویی از تأثیرگذاران بازاریابی و مشخصات آنها در شبکۀ اجتماعی اینستاگرام در صنعت مد برای رسیدن به بهترین تأثیرگذار است. در این مطالعه روش گردآوری داده‌ها به دو روش کتابخانه‌ای و میدانی انجام شده است. برای گردآوری داده‌های بخش کیفی از مصاحبه‌های نیمه‌ساختار‌‌یافته استفاده شد. ابزار جمع‌آوری داده‌ها در بخش کمّی پرسشنامۀ محقق‌ساخته بود که از نتایج بخش کیفی تدوین و بین 172 نفر به‌صورت نمونه‌گیری تصادفی غیراحتمالی توزیع شد. برای تجزیه‌و‌تحلیل داده‌های کیفی پژوهش از تحلیل محتوای کیفی استقرایی، برای تجزیه‌و‌تحلیل داده‌ها در بخش کمّی از آمار توصیفی و برای بررسی سؤال‌های پژوهش از آمار استنباطی و روش حداقل مربعات جزئی (PLS) به کمک نرم‌افزارهای SPSS و SMARTPLS استفاده شد. نتایج پژوهش حاکی از آن است که تأثیرگذاران بازاریابی در شبکه‌های اجتماعی دو ویژگی اصلی دارند: ویژگی‌های مربوط به شخصیت و ویژگی‌های مربوط به بازاریابی. بازاریابی تأثیرگذار نمونه‌ای از بازاریابی در بستر شبکه‌های اجتماعی است که شامل پیشنهاد و معرفی محصول و خدمات با تأثیرگذاران است. این تأثیرگذاری بر بازار بیشتر برگرفته از تخصص، شهرت و یا محبوبیت افراد است. در این پژوهش نیز ویژگی‌ها و مشخصه‌های بیشتری به‌عنوان ویژگی‌های افراد تأثیرگذار در شبکۀ اجتماعی اینستاگرام شناسایی و تعیین شد که در پژوهش‌های مشابه یافت نشد. یافته‌های این پژوهش به کسب‌و‌کارها در صنعت مد کمک می‌کند تا با شناسایی دقیق ویژگی‌های شخصیتی و بازاریابی تأثیرگذاران اینستاگرام انتخاب‌های هوشمندانه‌تری را در راستای بهبود اثربخشی کمپین‌های بازاریابی و افزایش تعامل با مخاطبان هدف داشته باشند. همچنین، این نتایج می‌تواند استراتژی‌های بازاریابی دیجیتال را بهینه و اعتماد مشتریان به برندها را تقویت کند.

https://nmrj.ui.ac.ir/article_29074_d28b19d6f04a73bc209e583d5ec7249d.pdf

دانشگاه اصفهان تحقیقات بازاریابی نوین 2228-7744 14 3 2024 11 21 Exploring Conversational Marketing in Banking: Influence of Acceptance Factors of Conversational Assistants on Customer Attitudes and Brand Engagement, Considering the Moderating Role of Perceived Risk بازاریابی محاورهای در صنعت بانکداری: بررسی تأثیر عوامل پذیرش دستیاران محاورهای بر نگرش و مشارکت مشتری با برند با در نظر گرفتن نقش تعدیلگری ریسک ادراکشده 25 52 29008 10.22108/nmrj.2024.142269.3081 FA عادله دهقانی قهنویه دانشجوی دکتری مدیریت بازرگانی، مدیریت بازاریابی، دانشکدۀ علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران ناصر سیف اللهی انار استاد گروه مدیریت بازرگانی، دانشکدۀ علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران محمد باشکوه اجیرلو استاد گروه مدیریت بازرگانی، دانشکدۀ علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران قاسم زارعی استاد گروه مدیریت بازرگانی، دانشکدۀ علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران Journal Article 2024 07 28 This article aimed to examine the impacts of acceptance factors for conversational assistants on customer attitudes and brand engagement, while also considering the moderating role of perceived risk. The study adopted a positivist paradigm, employed a comparative research strategy, and utilized a cross-sectional design. It was applied in purpose and descriptive in method. The target population comprised customers of banks in Isfahan with a minimum sample size of 396 determined using G-Power software; however, to enhance accuracy, a sample of 400 participants was selected. Data were collected using a standardized questionnaire. Validity was assessed through content validity based on expert opinions, as well as convergent and divergent validity. Reliability was evaluated using Cronbach's alpha, omega coefficient, and composite reliability. Descriptive statistics were computed using SPSS version 25, while Structural Equation Modeling (SEM) was performed using Smart PLS 3.0 to evaluate model fit and test hypotheses. Results indicated that perceived ease of use, perceived usefulness, perceived pleasure, and perceived trust significantly and positively influenced customer attitudes and brand engagement. Additionally, perceived risk moderated the relationship between customer attitude and brand engagement. If conversational marketing is effectively implemented in banking, and if conversational assistants are embraced by customers, this will foster a positive attitude and enhance customer engagement with the brand. Therefore, the banking industry should prioritize the development of appealing conversational assistants to provide optimal experiences and services that meet customer needs in a timely manner. Introduction Conversational marketing represents a modern approach that fosters two-way interactions with customers. Unlike traditional methods that focus solely on providing information, conversational marketing emphasizes personal conversations that leverage advancements in Artificial Intelligence (AI) to enhance human interactions. This approach transcends simple transactional exchanges, offering a more engaging experience that facilitates a deeper understanding of customer needs and preferences (Israfilzade & Sadili, 2024). In today’s landscape, conversational marketing has gained significance due to its emphasis on instant, personalized interactions between brands and customers (Israfilzade, 2021, 2023). At its core, conversational marketing is built on principles that foster deeper and more meaningful connections. A central tenet is customer-centric engagement, which shifts the focus from broad market segments to the unique needs, preferences, and feedback of individual customers. This principle ensures that every interaction is tailored, recognizing each customer as a distinct entity with specific desires and concerns. As a result, the customer experience transforms from a standard transaction into an engaging and personalized journey (Shumanov & Johnson, 2021). A key aspect of conversational marketing is conversational AI, which encompasses AI-based conversational agents—software systems designed to mimic interactions with real people through written and spoken language, gestures, and other forms of body language (Khatri et al., 2018; Radziwill & Benton, 2017). Given the rapid expansion of AI technologies, particularly conversational assistants in the banking industry, understanding the factors that influence the adoption of these technologies has emerged as a critical research challenge. Research indicates that factors, such as ease of use, perceived usefulness, enjoyment, and trust, significantly shape customers’ attitudes toward conversational assistants. These attitudes, in turn, can impact the level of customer engagement with brands, ultimately leading to increased loyalty and satisfaction. However, perceived risks—such as concerns about data security and privacy—can moderate this relationship. These risks may diminish customers' positive attitudes and reduce their engagement with the brand. In summary, while a positive attitude can enhance customer engagement, the presence of perceived risk may weaken this connection. The present study offered several theoretical and managerial implications. First, it presented a model that outlines the relationships between the acceptance factors of conversational assistants—specifically perceived ease of use, perceived usefulness, perceived enjoyment, and perceived trust—along with attitude, perceived risk, and customer engagement with the brand. This model can serve as a valuable foundation for future research in this area. The findings also have important implications for the Iranian banking industry, highlighting the need to remain competitive with banks in other countries. By prioritizing the acceptance of conversational assistants, enhancing customer engagement, and fostering positive customer attitudes, banks can provide timely, efficient, and tailored services that meet customer needs. Despite the significance of these variables, there has been limited domestic and international research focused on them. Notably, this study uniquely examined the acceptance factors of conversational assistants, customer attitude, perceived risk, and customer engagement within a single framework. Additionally, the role of conversational marketing in Iran has not received adequate attention. This research specifically investigated how the acceptance factors of conversational assistants influenced customer attitudes and how these attitudes impacted customer engagement with the brand, while considering the moderating role of perceived risk in the relationship between attitude and customer engagement. Materials & Methods This study employed a quantitative research methodology, utilizing a survey research strategy and a cross-sectional time frame. The primary objective was to describe and explain the impact of acceptance factors for conversational assistants on customer attitudes and brand engagement, while considering the moderating role of perceived risk. The statistical population consisted of customers from both private and public banks in Isfahan City with a convenience sampling method employed for participant selection. Initially, the theoretical foundations of the research scales were reviewed to extract relevant scales, after which a Likert-scale questionnaire was developed. This standardized questionnaire was refined by the authors and comprised two sections: the first section gathered demographic information, while the second section contained specialized questions related to the study variables. To assess validity, the content validity of the questionnaire was confirmed by academic experts. Subsequently, convergent and divergent validity were evaluated using the Fornell-Larcker criterion. Reliability was assessed through Cronbach's alpha coefficient, composite reliability coefficient, and McDonald's omega. Data analysis was conducted using Structural Equation Modeling (SEM) and confirmatory factor analysis, employing SPSS version 25 and Smart PLS 3.0 software. Research Findings The first hypothesis demonstrated a statistical value of 5.269, which exceeded the critical value of 1.96. This indicated that the hypothesis was accepted, revealing a path coefficient of 0.218, which signified a positive and significant effect of perceived usefulness on attitude. Similarly, perceived ease of use exhibited a positive and significant impact on attitude with a path coefficient of 0.166 and a statistical value of 3.288. Perceived enjoyment also had a positive and significant effect on attitude reflected by a path coefficient of 0.154 and a statistical value of 3.376. Additionally, perceived trust showed a strong positive influence on attitude with a path coefficient of 0.406 and a statistical value of 9.346. Based on the path coefficients, it was evident that perceived trust (0.406) had the most significant impact on attitude followed by perceived usefulness (0.218). The 5th hypothesis indicated that the statistical value of 3.319 surpassed the critical value of 1.96, establishing that attitude had a positive and significant effect on customer engagement with the brand as indicated by a path coefficient of 0.136. Furthermore, the results from the 6th hypothesis demonstrated that perceived risk with a statistical value of 6.361 moderated the relationship between attitude and customer engagement with the brand. Discussion of Results & Conclusion The emergence of conversational marketing coupled with advancements in AI and digital technologies has significantly enhanced marketing strategies. This approach shifts traditional one-way marketing communications to dynamic two-way interactions, emphasizing customer-centric engagement, real-time responsiveness, personalization, and adaptability. Such a transformation fosters deeper and more meaningful connections with customers. By recognizing the importance of conversational marketing and its impressive outcomes for the banking industry, this study investigated the impacts of factors influencing the acceptance of conversational assistants on customer attitudes and brand engagement, while also considering the moderating role of perceived risk. The findings indicated that factors, such as perceived usefulness, ease of use, trust, and enjoyment, significantly influenced customers' positive attitudes toward the brand. A positive experience with these technologies not only enhanced customer loyalty, but also encouraged active participation. By addressing perceived risks through education and increasing customer awareness of the security and effectiveness of conversational assistants, banks can build trust and establish more durable relationships. This enhancement of customer knowledge allows banks to design more effective marketing strategies and deliver services that are better aligned with customer needs. In summary, this study demonstrated that the banking industry can positively influence customer attitudes and brand engagement by focusing on the factors that affect the acceptance of conversational assistants. هدف از پژوهش حاضر تبیین اثر عوامل پذیرش دستیاران محاوره‌ای بر نگرش و مشارکت مشتری با برند ازطریق در نظر گرفتن نقش تعدیلگری ریسک ادراک‌شده است. این مطالعه از‌نظر پارادایم از نوع اثبات‌گرایی، از‌نظر استراتژی پژوهش قیاسی، از‌نظر زمانی مقطعی، از‌لحاظ هدف کاربردی و به روش توصیفی است. جامعۀ آماری مشتریان بانک‌های اصفهان است که با استفاده از نرم‌افزار جی‌پاور حداقل حجم نمونه 396 محاسبه شد؛ ولی برای دقت و صحت بیشتر 400 نفر انتخاب شدند. ابزار گردآوری داده‌های پژوهش پرسشنامۀ استاندارد بوده است. روایی در این پژوهش براساس روایی محتوا با نظر خبرگان دانشگاهی و روایی هم‌گرا، واگرا و پایایی با آلفای کرونباخ، ضریب امگا و پایایی ترکیبی سنجیده شده است. در این پژوهش برای آمار توصیفی از نسخۀ Spss25، برای تجزیه‌وتحلیل داده‌ها، بررسی برازش مدل آزمون فرضیه‌ها از مدل معادلات ساختاری و نرم‌افزار Smart Pls3.0 استفاده شده است. نتایج نشان می‌دهد که سهولت استفادۀ ادراک‌شده، سودمندی ادراک‌شده، لذت ادراک‌شده و اعتماد ادراک‌شده بر نگرش و نگرش بر مشارکت مشتری با برند تأثیری مثبت و معنادار دارند. ریسک ادراک‌شده قادر است که ارتباط بین نگرش و مشارکت مشتری با برند را تعدیل کند. درصورتی که بازاریابی محاوره‌ای در بانکداری استفاده شود و مشتریان دستیاران محاوره‌ای را بپذیرند این باعث نگرش مثبت و افزایش میزان مشارکت مشتری با برند می‌شود. صنعت بانکداری باید روی دستیاران محاوره‌ای جذاب تمرکز داشته باشد تا بتواند تجربۀ کاری بهینه و خدماتی متناسب با نیاز مشتری را در زمان مناسب ارائه دهد.

https://nmrj.ui.ac.ir/article_29008_9f7ace78735b1fdbf7b0d92453106353.pdf

دانشگاه اصفهان تحقیقات بازاریابی نوین 2228-7744 14 3 2024 11 21 Designing and Validating a Sustainable Marketing Model in the Construction Industry طراحی و اعتبارسنجی الگوی بازاریابی پایدار در صنعت ساختمان 53 76 29133 10.22108/nmrj.2025.141386.3059 FA بتول ملک محمدی دانشجوی دکتری مدیریت بازرگانی، دانشکدۀ اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران سعید سعیدا اردکانی استاد گروه مدیریت بازرگانی، دانشکدۀ اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران امیر رضا کنجکاو منفرد دانشیار گروه مدیریت بازرگانی، دانشکدۀ اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران Journal Article 2024 06 29 This article sought to design and validate a sustainable marketing model for the construction industry. It employed an applied-development research approach in terms of purpose and utilized a cross-sectional survey methodology for data collection. To achieve the research objectives, an exploratory mixed-methods design was implemented. The qualitative participants included managers from the Sustainable Building Council of Iran with purposeful sampling conducted until theoretical saturation was reached with 21 individuals. The quantitative sample comprised experts in the construction industry estimated at 145 based on effect size and power analysis. Simple random sampling was used to gather the necessary data. Data collection involved both interviews and questionnaires. The foundational categories of sustainable marketing were identified through grounded theory and the final model was validated using Partial Least Squares (PLS) analysis. Qualitative data were analyzed with Maxqda software, while the quantitative data were processed using Smart PLS. The findings indicated that causal conditions—including organizational, customer, and environmental factors—significantly influenced the core phenomenon of sustainable marketing according to the paradigmatic model of the research. This core component, alongside contextual factors, such as sustainability infrastructure within the construction industry, established a necessary foundation. Additionally, intervening conditions like corporate social responsibility and uncertainty in the construction sector impacted the strategic model of sustainability marketing strategies. Ultimately, these strategies contributed to achieving environmental, economic, and social sustainability. Introduction "Sustainable marketing" broadly refers to a business's initiatives to introduce and promote environmentally friendly products and services. This approach aligns with sustainability goals and sustainable development, ultimately offering organizations a competitive edge. While sustainable marketing management encompasses planning, organizing, executing, and controlling, no independent study has yet examined these concepts as an integrated whole. Researchers have largely overlooked the conceptualization of sustainable marketing within the specific context of the construction industry in this country. This study aimed to address this gap. It first identified the dimensions of sustainable marketing in the construction sector—encompassing causal conditions, contextual factors, intervening conditions, strategies and actions, core phenomena, and outcomes—and explored the relationships among these dimensions. Ultimately, the study validated and presented a comprehensive model of sustainable marketing tailored to the construction industry. The central question guiding this research was: What constitutes a sustainable marketing model in the construction industry? Materials & Methods This research was an applied-development study focused on practical applications, utilizing a non-experimental (descriptive) approach for data collection through cross-sectional surveys. It employed a mixed-methods framework, combining qualitative and quantitative methodologies. Two methods were used for data analysis. In the qualitative component, grounded theory was applied to identify the constructs essential for implementing sustainable marketing in the construction industry and elucidate the causal relationships among these factors. For the quantitative analysis, Partial Least Squares (PLS) was employed to assess the validity of the research's paradigmatic model. The grounded theory analysis followed a structured approach involving open coding, axial coding, and selective coding. Interview transcripts were reviewed multiple times before being entered into software as text files. Key points were coded using MaxQDA software. The results from the interviews were analyzed according to grounded theory methodology, which required a thorough examination of the transcripts. Data were deconstructed into semantic units—sentences and paragraphs reflecting their core meanings. These semantic units were also reviewed multiple times to assign appropriate codes, which were classified based on semantic similarity. This analysis process was repeated for each new interview until theoretical saturation was achieved, which was defined as the point at which no new codes emerged. After presenting the sustainable marketing model for the construction industry, PLS was utilized for validation. Research Findings The research findings presented a paradigm model of sustainable marketing specifically for the construction industry. Background conditions, such as the existing sustainability infrastructures, led to the development of effective marketing sustainability strategies, which in turn contributed to environmental, economic, and social sustainability. Causal conditions, including organizational and customer factors, played a pivotal role in shaping sustainable marketing practices. These factors influenced the strategies employed, which ultimately yielded similar sustainability outcomes. Intervening conditions, such as corporate social responsibility and challenges within the construction industry, also affected the implementation of marketing sustainability strategies and their related consequences. The validation of relationships through PLS analysis confirmed several key connections. The marketing sustainability strategy was validated as positively impacting social, economic, and environmental sustainability. Additionally, sustainable marketing was shown to reinforce the effectiveness of marketing sustainability strategies. The presence of sustainability infrastructure was essential for driving these strategies, while uncertainty in the construction industry also influenced their success. The research confirmed that organizational, environmental, and customer factors were crucial to the realization of sustainable marketing goals. Furthermore, social responsibility was validated as a significant contributor to marketing sustainability strategies. Overall, this research underscored the interdependencies among various factors that influenced sustainable marketing in the construction industry. By establishing a clear model of sustainable marketing, the study offered actionable insights for industry stakeholders. Implementing the recommended strategies can facilitate the achievement of environmental, economic, and social sustainability, thereby enhancing the overall effectiveness of marketing efforts within the construction sector. Discussion of Results & Conclusion This research aimed to design and validate a sustainable marketing model for the construction industry. According to the research's paradigmatic model, causal conditions—including organizational, customer, and environmental factors—significantly influenced the core phenomenon of sustainable marketing. Based on these findings, the following practical recommendations will be proposed: Organizational Factors: Industry managers should actively support sustainable marketing initiatives and engage in strategic planning that aligns with these efforts. Customer Factors: Initial focus should be directed towards understanding and addressing customer needs and desires, as well as enhancing two-way communication with them. Environmental Factors: Sustainable marketing should be implemented by adhering to relevant laws and regulations governing the construction sector while also assessing competitors' receptiveness to sustainable construction practices. Uncertainty in the Construction Industry: Efforts should be made to alleviate the impact of extensive economic sanctions to reduce inflationary stagnation within the construction sector. Sustainability Marketing Strategy: A clear vision for sustainability marketing should be developed and complemented by specific missions aligned with this vision. Establishing long-term sustainability goals and a coherent strategy to achieve them is also recommended. Sustainability Infrastructure: If access to new construction technologies and green building materials is available, efforts should be made to enhance the related infrastructure. Sustainable Marketing: A green marketing mix should be utilized, integrating sustainable marketing processes while providing incentives for purchasing sustainable structures, along with appropriate pricing and cost considerations. By implementing these strategies, it is possible to achieve significant outcomes, including environmental, economic, and social sustainability. پژوهش حاضر با هدف طراحی و اعتبارسنجی الگوی بازاریابی پایدار در صنعت ساختمان انجام شده است. این پژوهش از‌نظر هدف، یک پژوهش کاربردی-توسعه‌ای و از‌منظر روش گردآوری داده‌ها یک پژوهش‌های پیمایشی-مقطعی است. برای دستیابی به هدف پژوهش از طرح آمیختۀ اکتشافی استفاده شد. جامعۀ مشارکت‌کنندگان در بخش کیفی شامل مدیران شورای ساختمان پایدار ایران است. در این مطالعه نمونه‌گیری به روش هدفمند انجام شد و با 21 نفر به اشباع نظری رسید. جامعۀ آماری بخش کمّی نیز شامل کارشناسان صنعت ساختمان است که حجم نمونه با روش اندازۀ اثر و توان آزمون 145 نفر برآورد و درنهایت، حجم نمونه با روش نمونه‌گیری تصادفی ساده تأمین شد. برای گردآوری داده‌ها از مصاحبه و پرسشنامه استفاده شد. مقوله‌های زیربنایی بازاریابی پایدار با روش گراندد تئوری شناسایی و الگوی نهایی با روش حداقل مربعات جزئی اعتبارسنجی شد. تحلیل داده‌های کیفی با نرم‌افزار Maxqda و بخش کمّی با Smart PLS انجام شد. نتایج نشان داده است که بر‌اساس الگوی پارادایمی پژوهش شرایط علّی شامل عوامل سازمانی، عوامل مشتری و عوامل محیطی است که این عوامل بر پدیدۀ محوری (بازاریابی پایدار) تأثیر می‌گذارد. مؤلفه مذکور به‌همراه شرایط زمینه‌ای (زیرساخت‌های پایداری صنعت ساختمان) بستر لازم را فراهم می‌آورد. شرایط مداخله‌گر نیز (مسئولیت اجتماعی شرکت و بی‌اطمینانی صنعت ساختمان) بر راهبرد مدل (استراتژی پایداری بازاریابی) اثر می‌گذارد. در‌نهایت، استراتژی پایداری بازاریابی به پایداری زیست‌محیطی، پایداری اقتصادی و پایداری اجتماعی منجر می‌شود.

https://nmrj.ui.ac.ir/article_29133_2922dad9bec59fa48dc23245587bbe8d.pdf

دانشگاه اصفهان تحقیقات بازاریابی نوین 2228-7744 14 3 2024 11 21 The Role of Learning Agility in the Relationship between Service Experience and Value Co-Creation in Consumers with the Moderating Role of Cognitive Engagement نقش چابکی یادگیری در ارتباط میان تجربۀ خدمات و هم‌آفرینی ارزش در مصرف‌کنندگان با نقش تعدیلگری عجین‌شدن شناختی 77 96 29153 10.22108/nmrj.2025.142806.3101 FA علی منعم سکر دانشجوی دکتری گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه ارومیه، ارومیه، ایران سیدمحمد کاشف استاد گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه ارومیه، ارومیه، ایران محسن بهنام دانشیار گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه ارومیه، ارومیه، ایران Journal Article 2024 09 15 Learning agility is a crucial area of study among consumers due to its significant impact on adaptation and success. While research on learning agility in marketing is growing, there has been limited attention to its predictors and consequences. This study aimed to examine the mediating role of learning agility in the relationship between service experience and customer value co-creation, while also considering the moderating role of cognitive engagement. The research employed a correlational method and was conducted in the field. The statistical population consisted of customers from sports clubs with a sample of 417 individuals’ selected using stratified sampling. The study utilized established questionnaires: the Service Experience Questionnaire by Klaus and Maclan (2012), the Learning Agility scale by Caldwell and Gravett (2016), the Value Co-Creation measure by Nysveen and Pedersen (2014), and the Cognitive Engagement scale by Hollebeek et al. (2014). The validity and reliability of these instruments were assessed using Cronbach's alpha, composite reliability, item factor loading, and discriminant validity methods, all of which were validated. Data analysis was performed using SPSS version 18 and Mplus 7 software. The results indicated that service experience positively influenced both learning agility and value co-creation. Furthermore, learning agility significantly mediated the relationship between service experience and value co-creation. However, cognitive engagement was found not to moderate the relationship between service experience and value co-creation. This study highlighted the importance of service experience as a key factor that enhanced learning agility, ultimately fostering value co-creation among consumers of sports services. Introduction Research has demonstrated that learning agility is crucial for enhancing workforce efficiency and job performance (Ghosh et al., 2021). This trait is recognized as a key competency for success in leadership, particularly during challenging times (Harvey & Valerio, 2022). Learning agility is considered a significant predictor of performance and leadership potential, making it an essential component of leadership development (De Meuse, 2017). In the consumer context, learning agility can play a vital role in fostering innovative behavior (Jo & Hong, 2022). It is believed that learning agility serves as a personal resource that stimulates employee engagement (Jo & Hong, 2022). From a broader perspective, learning agility benefits both individuals and organizations. It is recognized as a key factor in facilitating organizational learning (Hamad & Yozgat, 2017). Organizations that prioritize agile learning strategies are better equipped to respond to changes in their external environment and can react swiftly and effectively to uncertainties (Armanious & Padgett, 2021). While research on learning agility spanning various fields and studies and specifically focusing on learning agility in marketing are on the rise, there has been limited attention given to its predictors and outcomes. This highlights a scientific gap in the literature. Consequently, this study aimed to investigate whether learning agility mediated the relationship between service experience and value co-creation, while also considering the moderating role of cognitive processing as one of its inherent dimensions. Materials & Methods This research was quantitative in nature, descriptive in its purpose, and correlational in its strategy. Conducted in a field setting, it was classified as applied research based on its orientation. The statistical population comprised customers of sports clubs across 5 cities: Baghdad, Karbala, Najaf, Basra, and Kazemayn, representing a total of 152 sports clubs. Using Cohen's formula (effect size of 0.15, statistical power of 0.80, confidence level of 0.05), a minimum sample size of 411 individuals was determined. Participants were selected through stratified sampling from all cities. The cities were divided into 5 regions (North, South, East, West, and Central), and 5 clubs were randomly selected from each city—one from each region—resulting in a total of 25 clubs. Ultimately, 417 complete and valid questionnaires were collected for analysis. Data were gathered using the following standardized questionnaires: Value Co-Creation: A 5-item questionnaire developed by Nysveen and Pedersen (2014) Learning Agility: A 25-item questionnaire by Gravett and Caldwell (2016), which included 4 sub-components: 6 items on mental agility, 6 on change agility, 7 on results agility, and 6 on people agility Service Experience: A 19-item questionnaire by Klaus and Maklan (2012) comprising 4 sub-components: 6 items on peace of mind, 5 on real moments, 4 on outcome focus, and 4 on product experience Cognitive Engagement: A 3-item questionnaire developed by Hollebeek et al. (2014) Research Findings The research findings revealed that 288 (69%) of the 417 participants were male and 129 (31%) were female. In terms of educational background, 122 individuals (29.2%) held a high school diploma or associate degree, 213 (51%) possessed a bachelor's degree, 71 (17%) had a master's degree, and 12 (2.8%) had earned a doctoral degree. Regarding age distribution, 71 participants (17%) were under 20 years old, 153 (36.7%) were aged 21-30 years, 93 (22.3%) were aged 31-40 years, 63 (15.1%) were aged 41-50 years, and 37 (8.8%) were over 50 years old. When examining club membership history, 65 participants (15.6%) had been members for less than 1 year, 79 (18.9%) for 1-2 years, 103 (24.7%) for 2-3 years, 110 (26.3%) for 3-4 years, and 70 (16.8%) for more than 4 years. Structural model analysis using Mplus software yielded the following fit indices: a chi-square to degrees of freedom ratio of 1.71 (χ² = 1152.121, p > 0.05), a Comparative Fit Index (CFI) of 0.92, a Tucker-Lewis Index (TLI) of 0.91, a Standardized Root Mean Square Residual (SRMR) of 0.06, and a Root Mean Square Error of Approximation (RMSEA) of 0.047, indicating an acceptable model fit. The results demonstrated that service experience had a direct, positive, and significant effect on both learning agility and value co-creation. Additionally, learning agility significantly influenced value co-creation and served as a mediator in the relationship between service experience and value co-creation. However, cognitive engagement did not appear to moderate the relationship between service experience and value co-creation. Discussion of Results & Conclusion The results indicated that service experience significantly impacted learning agility, contributing to the existing literature on this topic (Pooladi et al., 2022). Service experience offered diverse learning opportunities that enhanced individuals' learning agility (Hansen et al., 2003). Additionally, the study found that service experience influenced value co-creation, thereby enriching the value framework proposed by Woratschek et al. (2014). Kolyperas et al. (2019) highlighted the importance of understanding how fans evaluated their experiences and which value dimensions were significant for sports service providers. This aligned with the concept of value co-creation within service ecosystems (Horbel et al., 2016) where processes of value co-creation were actively shaped. Moreover, the research underscored the role of learning agility in influencing value co-creation, adding depth to the existing literature on this subject (Behnam et al., 2023). From the perspective of service-dominant logic, value co-creation involves collaborative dialogue processes where both parties actively engage, learn together, and directly influence one another. This emphasizes the importance of continuous learning and adaptation within the value co-creation process. Finally, learning agility served a mediating role in the relationship between service experience and value co-creation. This finding offers new insights into previous research on service experience and value co-creation (Horbel et al., 2016). The capacity for value co-creation is enhanced through learning, highlighting the significance of integrating knowledge within networks (Lund, 2010). In service contexts, where interactions between service systems are crucial, learning agility emerges as a central element in facilitating value co-creation. چابکی یادگیری به‌دلیل تأثیرات چشمگیری که بر سازگاری و موفقیت دارد، یک حوزۀ مهم برای مطالعه در‌میان مصرف‌کنندگان است. بررسی چابکی یادگیری در بازاریابی در‌حال افزایش است؛ اما تاکنون توجه کمی به پیش‌بینی‌کننده‌ها و پیامدهای چابکی یادگیری شده است؛ بنابراین هدف از پژوهش حاضر بررسی نقش میانجی چابکی یادگیری بر ارتباط بین تجربۀ خدمات و هم‌آفرینی ارزش مشتریان با در نظر گرفتن نقش تعدیل‌کنندۀ عجین‌شدن شناختی است. روش پژوهش حاضر همبستگی است که به‌صورت میدانی انجام شده است. جامعۀ آماری مشتریان باشگاه‌های ورزشی بود که تعداد 417 نفر به‌عنوان نمونه با استفاده از روش نمونه‌گیری طبقه‌ای انتخاب شدند. در این مطالعه از پرسشنامه‌های تجربۀ خدمات Klaus & Maklan (2012)، چابکی یادگیری Gravett & Caldwell (2016)، هم‌آفرینی ارزش Nysveen & Pedersen (2014) و عجین‌شدن شناختی Hollebeek et al. (2014) استفاده و برای سنجش روایی و پایایی آنها از روش‌های آلفای کرونباخ، پایایی ترکیبی، بار عاملی گویه‌ها و روایی افتراقی بهره گرفته و درنهایت، پرسشنامه‌ها تأیید شد. در این مطالعه برای تجزیه‌و‌تحلیل داده‌ها از نرم‌افزارهای اس‌پی‌اس‌اس نسخۀ 18 و ام‌پلاس نسخۀ 7 استفاده شد. نتایج نشان داد که تجربۀ خدمات بر چابکی یادگیری و هم‌آفرینی و چابکی یادگیری بر هم‌آفرینی ارزش تأثیر دارد. همچنین، علاو بر این، چابکی یادگیری بر ارتباط بین تجربۀ خدمات و هم‌آفرینی ارزش نقش میانجی دارد. در‌نهایت، عجین‌شدن شناختی بر ارتباط بین تجربۀ خدمات و هم‌آفرینی ارزش نقش تعدیلی ندارد. پژوهش حاضر نشان داد که تجربۀ خدمات به‌عنوان یک عامل کلیدی نقش مهمی در چابکی یادگیری دارد و این امر منجر به هم‌آفرینی ارزش با مصرف‌کنندگان خدمات ورزشی می‌شود.

https://nmrj.ui.ac.ir/article_29153_35e32785e3f6ad1e217c79754d653cd5.pdf

دانشگاه اصفهان تحقیقات بازاریابی نوین 2228-7744 14 3 2024 11 21 Scientific/Mental Typology of Marketing Performance of FinTech Startups Using the Cognitive Q-Method سنخ‌شناسی علمی / ذهنی عملکرد بازاریابی استارتاپ‎های حوزۀ فین‎تک با کاربست روش ذهن‌شناختی کیو 97 134 29131 10.22108/nmrj.2024.142344.3088 FA مهرداد بهزادنیا دانشجوی دکتری مدیریت بازاریابی، گروه مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران 0000-0003-0048-9486 شهناز نایب زاده استاد بازاریابی، گروه مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران 0000-0003-1063-0631 سید حسن حاتمی نسب دانشیار بازاریابی، گروه مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران محمدرضا دهقان اشکذری استادیار، گروه مدیریت، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران Journal Article 2024 08 03 Research on FinTech startups has become increasingly significant due to the rapid evolution of competitive markets and intensity of developments in this sector. However, a lack of understanding of marketing performance—an essential guide for these startups—limits their ability to capitalize on existing opportunities. This underscores the need for research that accurately assesses the marketing performance of FinTech startups using the Q-method. This study was framed within an interpretive-positivist paradigm. Being characterized as developmental and exploratory, it employed a qualitative research approach and utilized a mixed-methods (qualitative-quantitative) design. The statistical population comprised 13 experts and practitioners in the FinTech startup arena selected through purposive and non-probability sampling. Data analysis was conducted using SPSS-26 software and factor analysis. Following a thorough review and organization of the data, 119 statements were identified through a systematic review, from which 41 propositions were selected as cue samples and prioritized by participants. The results of the Q-factor analysis revealed 4 distinct perspectives among experts regarding the marketing performance factors of FinTech startups: "Customer Performance in FinTech", "Customer Relationship Development and Efficiency", "Sales Success and Customer Loyalty", and "Strategic Growth and Satisfaction in FinTech". Given the necessity for improved performance among companies in the highly competitive FinTech landscape and integration of performance evaluation systems, the findings of this research provided valuable insights into the intellectual paradigms of industry experts, thereby facilitating growth and development in this sector. Introduction Financial technology or FinTech encompasses companies that leverage innovative technologies to deliver financial services, emphasizing security and quality. These firms strive to enhance service delivery with greater speed and transparency while reducing costs. The advent of FinTech has transformed the financial industry, providing groundbreaking solutions for both consumers and businesses. Evaluation of marketing performance has become increasingly significant, reflecting a business's success in a competitive market landscape. Organizations must monitor both financial and non-financial outcomes to ensure comprehensive performance assessment. However, there are concerns regarding the effective implementation of marketing performance measurement frameworks within businesses. Despite the progress in financial technologies, their uptake compared to traditional cash systems has been limited for various reasons, adversely affecting the marketing performance of FinTech startups. The dynamic external environment of the FinTech industry directly influences managerial decisions, making it essential to thoroughly evaluate marketing performance to identify shortcomings and enhance marketing strategies. The researchers of this study aimed to explore the marketing performance of FinTech startups due to issues, such as unclear divisions of responsibility, transparency challenges, dissatisfaction with current measurement systems, difficulties in performance assessment, and an overemphasis on financial metrics by senior managers. Understanding the perspectives of marketers within the FinTech sector is vital for analyzing their behavior and decision-making processes. This insight can help identify user’s needs and expectations, ultimately leading to the formulation of more effective marketing strategies for FinTech startups. Materials & Methods This research was grounded in an interpretive-positivist paradigm and classified as developmental in orientation. The study employed a qualitative research method, utilizing a mixed approach for data collection. The theoretical data necessary for identifying components of marketing performance were gathered through a comprehensive systematic review of relevant literature. To explore the mindsets and prioritization of indicators among industry and academic experts, Q methodology was employed. 13 activists from FinTech startups were purposefully selected for their substantial expertise, work experience, and relevant knowledge in the field. This selection aimed to ensure access to well-educated and experienced managers, reflecting the knowledge-based nature of many businesses in the FinTech sector. To validate the findings, the statements identified were confirmed against similar articles and sources. Reliability in the Q methodology was assessed using multiple tools, with one key method being the test-retest approach. This involved re-administering the test to 20% of the sample, resulting in a correlation coefficient of 86% and indicating a high level of reliability. The Q data collected from experts were analyzed using SPSS-26 software, where Q factor analysis was conducted to identify underlying mental patterns. Research Findings In this study, a comprehensive review of literature related to marketing performance was conducted to identify and classify the mindsets of activists in the FinTech startup sector. This review included reputable scientific articles and reports from international databases, such as Web of Science, Scopus, Science Direct, and Google Scholar. The objective was to develop a Q expression that captured and categorized the perspectives within this startup domain. Following a thorough examination and organization of the data, 119 statements were identified, ultimately leading to the selection of 41 statements as Q samples. Participants T6, T7, T8, and T9 were classified as representing the 1st mental model. Participants T2, T4, T5, and T10 were identified with the 2nd mental model, while participants T1, T3, and T11 represented the 3rd mental model. Finally, participants T12 and T13 were categorized as embodying the 4th mental model. The results of the Q factor analysis revealed 4 distinct views or mental models regarding the marketing performance factors of FinTech startups among knowledgeable experts: “Customer Performance Indicators in FinTech”, “Development and Efficiency in Customer Relations”, “Sales Success and Customer Loyalty”, and “Growth and Satisfaction Strategy in FinTech”. Discussion of Results & Conclusion The findings indicated that without effective marketing performance, success in sales and product marketing was unattainable and the outcomes might not meet managerial expectations. For FinTech startups to thrive, marketing managers had to consistently monitor marketing performance. Different indicators had to be evaluated at each stage of the sales process aligned with the company’s objectives. For FinTech companies, it was crucial to assess key factors, such as customer satisfaction, loyalty, retention rates, revenue from marketing campaigns, and user exit rates. These data empowered companies to enhance service and product qualities, strengthen customer relationships, and ultimately boost overall performance and success. Continuous monitoring and evaluation of these factors were essential for sustained growth and advancement. Managers and entrepreneurs were encouraged to implement the identified and categorized factors, establishing the necessary frameworks and infrastructures to enhance these metrics for digital businesses. To improve customer satisfaction and loyalty, it was vital to prioritize understanding customer interests, needs, demands, suggestions, and feedback. Maintaining effective communication with customers, leveraging new technologies, such as social media, was paramount. Engaging customers in the development and enhancement of product quality through surveys could lead to significant savings in marketing and R&D costs while fostering trust and confidence among customers. پژوهش‌ها در‌زمینۀ استارتاپ‎های حوزۀ فین‎تک با توجه به رشد بازارهای رقابتی و شدت تحولات در‌زمینۀ رقابت اهمیت یافته است؛ ولی به‌دلیل عدم شناخت عملکرد بازاریابی در پژوهش‌ها که راهگشای محققان در این راه است، آنها نمی‌توانند از فرصت‌های موجود به‌درستی استفاده کنند؛ بنابراین ضرورت پژوهشی برای شناخت دقیق عملکرد بازاریابی استارتاپ‎های حوزۀ فین‎تک با کاربست روش کیو وجود دارد. چارچوب فلسفی پژوهش از‌نوع پارادایم تفسیری-اثبات‌گرایی است. روش پژوهش برحسب شیوۀ گردآوری داده‌ها کیفی، از‌لحاظ جهت‌گیری، توسعه‌ای، به‌لحاظ ماهیت، اکتشافی و از‌نوع پژوهش آمیخته (کیفی-کمّی) است. جامعۀ آماری تعداد 13 نفر از خبرگان و فعّالان در استارتاپ‎های حوزۀ فین‎تک است که به‌صورت نمونه‌گیری هدفمند و غیراحتمالی انتخاب شده‌اند. در این مطالعه برای تجزیه‌وتحلیل داده‌ها از نرم‌افزار SPSS-26 و از روش تحلیل عاملی استفاده شد. پس از بررسی‌های دقیق و سازمان‌دهی داده‌ها 119 گزاره یا عبارت به‌صورت مرور سیستماتیک شناسایی و درنهایت، 41 گزاره به‌عنوان نمونۀ کیو انتخاب شد و در پایان، مشارکت‌کنندگان گزاره‌ها را اولویت‌بندی کردند. نتایج حاصل از تحلیل عاملی کیو نشان داد که 4 دیدگاه مختلف یا الگوی ذهنی به عملکرد بازاریابی استارتاپ‎های حوزۀ فین‎تک در‌میان خبرگان آگاه وجود دارد؛ ازجمله «شاخص‌های عملکرد مشتری در فین‌تک»، «توسعه و کارایی در ارتباط با مشتری»، «موفقیت فروش و وفاداری مشتری»، «استراتژی رشد و رضایت در فین‌تک». نظر به‌ضرورت ارتقای عملکرد بازاریابی شرکت‌های فعّال در صنعت فین‌تک در دنیای فرارقابتی امروز و لزوم یکپارچگی در سیستم‌های ارزیابی عملکرد بازاریابی نتایج پژوهش حاضر می‌تواند به تبیین پارادایم فکری خبرگان این صنعت و در‌نتیجه، رشد و بالندگی آن کمک کند.

https://nmrj.ui.ac.ir/article_29131_385f771faaf03d8913820cc20bdde24e.pdf

دانشگاه اصفهان تحقیقات بازاریابی نوین 2228-7744 14 3 2024 11 21 Violation of Advertising and Marketing Legal Regulations on Children’s Food Packaging: A Qualitative Study نقض مقررات قانونی تبلیغات و بازاریابی در بسته‌بندی محصولات غذایی کودکان 135 154 29119 10.22108/nmrj.2024.142157.3077 FA فریبا اسماعیل پور استادیار، گروه علوم انسانی، مؤسسۀ آموزش عالی رحمان، رامسر، ایران / واحد پژوهش، مؤسسۀ سلام‌اَوان، آستانۀ اشرفیه، ایران حسن عباسی کارشناس ارشد حقوق خصوصی، گروه حقوق، دانشکدۀ علوم انسانی، دانشگاه آزاد اسلامی، واحد زنجان، زنجان، ایران رضا پرستش مربی، گروه حقوق، دانشکدۀ ادبیات وعلوم انسانی، دانشگاه گیلان، رشت، ایران Journal Article 2024 07 14 Vast advertising of salt snacks through various media including packaging is a concerning factor in increasing obesity and related illnesses in children. This research aims to study a) the health situation of salty snacks in Iran; b) the type and level of marketing strategies for packaging these products; and c) the conformity of these strategies to related regulations in Iran. To this end, 81 salty snacks were selected as the research sample from the portal of Ofogh Kourosh stores. A content analysis was conducted to analyze selected products’ packages. Regulations and policies restricting unhealthy food advertising and marketing in Iran were identified through a scope review approach. According to the nutrient profile model for the marketing of food and non-alcoholic beverages to children in the WHO Eastern Mediterranean Region, marketing of all 81 selected salty snacks was not permitted. Most of the studied samples were high risk in regard to fat content and all snacks had medium risk based on salt content. The most used promotional strategies were, respectively, emotion and entertainment, child-oriented characters, and nutrition and health. The violation of Iran’s related regulations in marketing activities on the packaging of all studied products was observed. The results of this study- through providing a more comprehensive understanding of how food product manufacturers try to attract children and parents- help relevant authorities monitor these issues more carefully. Introduction The prevalence of obesity in developing countries is approximately thirty percent higher than in developed countries, and within this context, the increasing trend of obesity and related disorders in Iran is alarming. The marketing of food products with low nutritional value is regarded as an environmental factor contributing to childhood obesity. These products are usually advertised as healthy choices, while the majority of them are unhealthy or unnecessary choices for the human body. Food manufacturers utilize packaging to encourage children to buy. Therefore, the objectives of the present research are: 1) to study the health status of salty snacks in Iran based on the nutritional content listed on the packaging of these products and the conformity of the contents on the packaging of these products with the nutrient profile model for the marketing of food and non-alcoholic beverages to children in the WHO Eastern Mediterranean Region, 2) to investigate the types and extent of promotional techniques used on the packaging of salty snacks in Iran, and 3) to examine the laws and regulations related to the marketing of food products in Iran and the conformity of the contents on the packaging of the products under study with these laws and regulations. Materials and Methods The present research is an applied study in terms of its objective, as its results can be used for actions such as drafting or revising relevant regulations. In terms of data-gathering methods, this research is a survey-based descriptive one. The study population includes all salty snacks produced in Iran, and the sample consists of salty snacks offered in Ofogh Kourosh chain stores. In this regard, 81 salty snacks were selected as the research sample from the portal of Ofogh Kourosh stores. Images of the packaging of listed products were collected from various websites for analysis of the packages and the information contained in them using the content analysis method. The coding guidelines for classifying promotional techniques used in packaging were adapted from previous studies. The status of products under study in terms of nutritional content was also categorized based on food compositions per 100 grams into three ranges: green (low health risk range), orange, and red (high health risk range). Regulations and policies restricting advertising and marketing of unhealthy food products in Iran were identified using a domain review approach. For this purpose, the website of the Research Center of the Islamic Consultative Assembly was selected as the most comprehensive database of laws and regulations enacted in the Islamic Republic of Iran. To ensure the reliability of the research, two researchers independently analyzed the packaging and compared their results. The number of discrepancies was less than 5%, indicating the validity of the findings. Research Findings According to the nutrient profile model for the marketing of food and non-alcoholic beverages to children in the WHO Eastern Mediterranean Region, marketing of all 81 selected salty snacks was not permitted. Most of the studied samples were high risk regarding fat content and all snacks had medium risk based on salt content. Only one snack fell within the green (low health risk) range regarding fat content. The most used promotional strategies were respectively emotion and entertainment, child-oriented characters, and nutrition and health. Among 'emotion and entertainment' techniques, mood alteration appeared most often on product packages. The strategy of 'child-oriented characters' was implemented through techniques such as mascots and characterization of the product or its components. In the category of 'nutrition and health', the technique of health benefit/natural claim was used more frequently. Based on previous studies conducted in Iran, emotional appeals have also been identified as the most commonly used promotional methods in food television advertising and the placement of unhealthy food in children's magazines. The results of this study also indicated that, in Iran, there are very few regulations directly focused on marketing and advertising to children. Nonetheless, the violation of these insufficient regulations in marketing activities on the packaging of all studied products was observed. According to the list of goods and actions harmful to health in 2023, all studied products were considered health-threatening goods. Discussion of Results and Conclusions Given the low nutritional value of studied products, the medium- and long-term negative effects of their consumption—especially due to their high fat and salt content—on children's health must be considered. The marketing of such products is regarded as an environmental factor contributing to childhood obesity. The use of nutrition- and health-based promotional techniques alongside other methods, such as emotional appeals and child-centered characters observed in this study, can enhance the potential impact of these techniques. The results of this study- through providing a more comprehensive understanding of how food product manufacturers try to attract children and parents- help relevant authorities monitor these efforts more carefully. To regulate or prohibit unhealthy food marketing and advertising to children, a multi-sectoral legal framework is necessary. This framework should involve all key health advocacy stakeholders, offer incentives for industry and private sector players to promote healthy food, and foster a healthy food environment. To assess the effectiveness of adopted policies and propose necessary reforms, designing mechanisms for the continuous monitoring and evaluation of food advertising targeting children across various media, including packaging, can be beneficial. International literature can assist regulatory bodies in identifying legislative gaps and gaining an understanding of the barriers and drivers to the adoption and implementation of various policies to counter advertising and marketing practices. تبلیغات گستردۀ اسنک‌های شور با رسانه‌های مختلفی نظیر بسته‌بندی از عوامل نگران‌کنندۀ افزایش چاقی و بروز بیماری‌های مرتبط با آن در کودکان ایران است. پژوهش حاضر به‌دنبال بررسی وضعیت سلامت اسنک‌های شور در ایران، بررسی نوع و میزان تکنیک‌های پیشبردی به کار رفته روی بسته‌بندی این محصولات و مطابقت این تکنیک‌ها با قوانین و مقررات مرتبط در ایران است. پژوهش حاضر به‌لحاظ هدف از‌نوع کاربردی و به‌لحاظ ماهیت داده‌ها، توصیفی از‌نوع پیمایشی است. اسنک‌های شور عرضه‌شده در پورتال فروشگاه زنجیره‌ای افق کوروش به‌عنوان نمونۀ پژوهشی انتخاب و برای تحلیل بسته‌ها و اطلاعات مندرج روی آنها از روش تحلیل محتوا استفاده شد. مقررات و سیاست‌های محدودکنندۀ تبلیغات و بازاریابی محصولات غذایی ناسالم در ایران نیز با استفاده از رویکرد مرور دامنه‌ای شناسایی شد. تمام 81 اسنک‌ شور بررسی‌شده در بازۀ منع تبلیغات بر‌اساس مدل مشخصات تغذیه‌ای قرار داشت. قسمت اعظم نمونۀ بررسی‌شده ازنظر محتوای چربی در محدودۀ پرخطر و به‌طور تقریبی، ازنظر مقدار نمک در محدودۀ با خطر متوسط قرار گرفت. پرکاربردترین روش‌های پیشبردی روی بسته‌بندی‌ها به‌ترتیب «روش هیجان و سرگرمی»، «روش شخصیت‌های کودک‌مدار» و «روش پیشبردی تغذیه و سلامت» بود. نقض قوانین و مقررات جمهوری اسلامی ایران در فعالیت‌های بازاریابی مندرج بر بسته‌بندی تمام محصولات بررسی‌شده مشاهده شد. نتایج این پژوهش می‌تواند به نهادهای ذی‌صلاح کمک کند تا درک کامل‌تری از چگونگی تلاش تولیدکنندگان محصولات غذایی برای جذب کودکان و والدین به دست آورند و درنهایت، با دقت بیشتری بر این تلاش‌ها نظارت کنند.

https://nmrj.ui.ac.ir/article_29119_c2804605ba176f23bcfa0627c79feef6.pdf

دانشگاه اصفهان تحقیقات بازاریابی نوین 2228-7744 14 3 2024 11 21 Effect of Customer Participation Motivation on Customer Equity: the Mediating Role of Brand Trust and Social Media Marketing Activities تأثیر انگیزۀ مشارکت مشتری بر ارزش ویژۀ مشتری: نقش میانجی اعتماد به برند و فعالیت‌های بازاریابی شبکه‌های اجتماعی 155 178 29177 10.22108/nmrj.2025.143307.3115 FA فاطمه ربانی محمدیه کارشناسی ارشد مدیریت بازرگانی، دانشکده اقتصاد و مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران علیرضا عباسی گرجی استادیار مدیریت بازرگانی، دانشکده ادبیات و علوم انسانی، دانشگاه بیرجند، بیرجند، ایران 0009-0004-2505-351X محسن اکبری دانشیار مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه گیلان، رشت، ایران Journal Article 2024 11 05 Acquiring distinctive customer value is a critical component for growth and development in online businesses, especially given the intensifying competition in this sector. This research aimed to investigate the impact of customer participation motivation on customer equity, with brand trust and social media marketing activities of Digikala Store on Instagram serving as mediating factors. The study was applied in nature and utilized a descriptive survey methodology. The statistical population comprised Instagram customers of Digikala Store with a sample of 384 individuals selected using Cochran's formula and a non-probability sampling method. Data were gathered through an online questionnaire consisting of 33 questions adopted from the works of Yu and Yuan, Goudi et al., and Kamboj et al. The validity of the questionnaire was confirmed through face validity and its reliability was assessed using Cronbach's alpha. SPSS and PLS pieces of software were employed to analyze and test the research hypotheses. The results indicated that customer participation motivation had a positive and significant effect on social media marketing activities, which in turn enhanced customer value and brand trust in the store. Customer motivation to engage in social network activities had increased over time as customers today possessed greater knowledge and awareness, leading to heightened participation in social media marketing efforts. Customers engaged in companies' marketing activities on social media for entertainment to connect with other customers and seek the information they needed. Introduction Customer equity defined as the total combined value of a company's current and future customers is essential for sustainability of online businesses. In the competitive landscape of digital commerce, platforms like Instagram serve as powerful tools for fostering customer engagement. This study examined how customer participation motivations—such as entertainment, social connection, and brand affinity—contributed to enhancing customer equity. Central to this investigation were the mediating roles of brand trust and social media marketing activities with a focus on Digikala, Iran's largest online retailer. The study highlighted the importance of customer trust, especially in an era where digital transactions often lacked face-to-face interactions, underscoring the need for effective brand communication strategies. Materials & Methods This applied research utilized a descriptive-survey approach. The participants included 384 Instagram users of Digikala selected based on Cochran's formula. A convenience sampling method was employed and data were collected through a 33-item online questionnaire, which was validated for reliability using Cronbach’s alpha (exceeding 0.7). Statistical analysis was performed using SPSS and SmartPLS software, applying Structural Equation Modeling (SEM) to test the hypotheses. The methodology also involved demographic profiling of respondents, focusing on variables, such as age, gender, and shopping behaviors. Research Findings The findings indicated that social media marketing activities were essential for fostering brand trust and enhancing customer equity. Motivations, such as the desire for entertainment, social interaction, and information, significantly influenced participation in social media marketing efforts. This engagement not only boosted customer involvement, but also strengthened brand trust and encouraged positive word-of-mouth advertising. Additionally, the study underscored the relationship between brand trust and customer equity, emphasizing that transparent communication strategies were crucial for sustaining customer loyalty and enhancing overall equity. Discussion of Results & Conclusion The research underscored the vital role of social media marketing activities in enhancing customer equity through the cultivation of brand trust. Transparency and openness within online brand communities, such as those created by Digikala on Instagram, were identified as key factors in building customer trust. Engaging customers through activities like gamification, interactive campaigns, and personalized updates not only strengthened participation, but also fostered mutual trust. The study demonstrated that motivations for customer participation—such as entertainment, interpersonal communication, and the quest for reliable information—significantly enhanced engagement with social media marketing. This increased engagement, in turn, led to positive outcomes, including word-of-mouth advertising and improved brand perception. The importance of brand trust was particularly emphasized, serving as a mediator between marketing activities and customer equity. Trust reinforced customer loyalty, contributing to long-term relationships and higher customer lifetime value. The practical implications suggested that companies had to prioritize customer-centric strategies that incorporated transparency and interactivity. Such efforts not only enhanced the effectiveness of marketing campaigns, but also promoted sustainable growth in customer equity. For online retailers like Digikala, adopting these strategies aligned well with their operational model, where fostering trust in a digital-only transaction environment was crucial. The findings further highlighted that aligning marketing initiatives with customer motivations strengthened the customer-brand relationship, resulting in greater financial and reputational benefits. کسب ارزش ویژۀ مشتری با شرکت یکی از مهم‌ترین مؤلفه‌های رشد و توسعه در کسب‌و‌کارهای آنلاین است که رقابت را در این عرصه تشدید کرده است. هدف از پژوهش حاضر بررسی تأثیر انگیزۀ مشارکت مشتری بر ارزش ویژۀ مشتری با نقش میانجی اعتماد به برند در فعالیت‌های بازاریابی شبکه‌های اجتماعی فروشگاه دیجی‌کالا در رسانۀ اجتماعی پرمخاطب اینستاگرام است. پژوهش حاضر از‌لحاظ هدف، کاربردی و از‌نظر روش، توصیفی-پیمایشی است. جامعۀ آماری شامل کاربران اینستاگرام فروشگاه دیجی‌کالاست که بدین منظور، نمونه‌ای شامل 384 نفر بر اساس فرمول کوکران با روش نمونه‌گیری غیراحتمالی در‌دسترس انتخاب شد. داده‌ها با پرسشنامۀ آنلاین شامل 33 سؤال برگرفته از مطالعات پیشین گردآوری شد. روایی ظاهری پرسشنامه و پایایی آن با روش آلفای کرونباخ و ضرایب ترکیبی تأیید شد. در این مطالعه برای تحلیل و آزمون فرضیه‌های پژوهش از نرم‌افزارهای SPSS و PLS استفاده شده است. نتایج بیانگر نقش مؤثر فعالیت‌های بازاریابی رسانه‌های اجتماعی بر اعتماد به برند است؛ بنابراین مدیران فروشگاه‌های آنلاین در شبکه‌های اجتماعی باید میزان شفافیت و صراحت خود را در اجتماعات و انجمن‌های برند افزایش دهند تا از این طریق مشتریان با اعتماد بیشتری در این شبکه‌ها خرید کنند و به‌دنبال آن کیفیت روابطشان بهبود یابد. در این پژوهش تأثیر انگیزۀ مشارکت مشتری بر فعالیت‌های بازاریابی شرکت در رسانه‌های اجتماعی تأیید شد که این خود باعث مشارکت در تعاملات متقابل و تبلیغات دهان‌به‌دهان می‌شود و در‌نتیجه، انگیزۀ مشارکت مشتری بر ارزش ویژۀ مشتری و اعتماد به برند فروشگاه تأثیر معناداری دارد. درنهایت، تأثیر اعتماد به برند فروشگاه بر ارزش ویژۀ مشتری نیز در این پژوهش تأیید شد.

https://nmrj.ui.ac.ir/article_29177_63b2a5a0bde2b35217c1a7f04e22f45e.pdf