Marketing

Open Access Article

1 - Analysing the effect of Social Marketing Mix on advertising effectivness Case of Study: Isfahan Municipal Committee of Citizenship
فاطمه قاسمی غلامرضا بردبار

With the advent of the concept of sustainable development in the business and politic environment the nature of unsustainable existing patterns of development and consumption is appeared. Social marketing is a domain of new science that tries to achieve the goals of soc More

With the advent of the concept of sustainable development in the business and politic environment the nature of unsustainable existing patterns of development and consumption is appeared. Social marketing is a domain of new science that tries to achieve the goals of social by using business marketing techniques. A review of past research shows that although the most usage of social marketing is in in the health section but it has a potential in the other sectors too such as protection of resources, energy and natural environment, culture improvement and effectiveness on the actions and behaviors in the society The object of present research is studying of the mixed impact of social marketing on the effectiveness of urban advertising in Isfahan municipality. The statistical population for this research is all the citizens of Isfahan which 171 of them is chosen by random accessible method .The result of this research shows that the mixed impact of social marketing has direct effect on the effectiveness of advertising. Manuscript profile

Open Access Article

2 - Overview of the effect of dimensions of intellectual capital and employee satisfaction based on internal marketing on competitive advantage
Majid Esmaeilpour Alireza kamyab Javad Dokuhaki

Since manpower turned to be one of the most precious resources within an organization, job satisfaction leads to increasing productivity within organization so far as a distinctive competitive advantage develops within the organization, resulting in profitability, survi More

Since manpower turned to be one of the most precious resources within an organization, job satisfaction leads to increasing productivity within organization so far as a distinctive competitive advantage develops within the organization, resulting in profitability, survival and continuous development of organization which are deemed to the ultimate aim of any organization. The present research aims to examine the effect of dimensions of intellectual capital and employee satisfaction based on internal marketing on competitive advantage within import-export companies in Port of Bushehr. In this regard, 99 questionnaires were distributed among the managers and employees within import-export companies in Port of Bushehr, for which PLS software was used to analyze data in the questionnaires. Findings indicated that there is a positive significant relationship between competitive advantage and "human capital and customer capital", yet the structure capital of the intellectual capital has no effect on the competitive advantage. Further, all the dimensions of internal marketing including training and development of employees, reward system and internal communications had a positive significant effect on job satisfaction. Ultimately, a positive significant relationship was found between job satisfaction and competitive advantage. Manuscript profile

Open Access Article

3 - Assessing the impact of organizational change tend to increase customer satisfaction with regard to relationship marketing
zahra ameri

According to the important of the customer and customer satisfaction in successfully of organizations, and also the role of marketing methods in increasing the customer satisfaction, this study aims to evaluate the effect of tendency to organizational change on customer More

According to the important of the customer and customer satisfaction in successfully of organizations, and also the role of marketing methods in increasing the customer satisfaction, this study aims to evaluate the effect of tendency to organizational change on customer satisfaction. In this evaluation the effect of relationship marketing is considered as a mediator variable. This study is a practical search in terms of aim and is a descriptive survey in terms of method. The research scope contains the banking services and data is gathering by questionnaires of acceptance the organization changes, relationship marketing, and customer satisfaction through the interviewer by the Melli Bank experts of Iran. The validity and stability of the questionnaires are evaluated by content validity and Cronbach’s alpha index respectively. The amount of three questionnaires have obtained 0/887, 0/898, and 0/833. In this study the relation between variables and their affects are determined via regression test and structural equations. The result show that the tendency to organizational change is effective on relationship marketing and customer satisfaction, and also the relationship marketing is effective on customer satisfaction. Manuscript profile

Open Access Article

4 - Transformational Leadership and Development of Marketing Capabilities: Explaining the Mediating Role of Strategic Orientations of Market and Entrepreneurship Orientation
iman hakimi

Strategic orientations are considered as a combination of resources, behavioral patterns, and value points of a company in the market to provide products and services tailored to the market. On the other h&, the need for continuous organizational change in a dynamic and More

Strategic orientations are considered as a combination of resources, behavioral patterns, and value points of a company in the market to provide products and services tailored to the market. On the other h&, the need for continuous organizational change in a dynamic and changing environment today is the presence of transformational leaders. Due to the increasing attention given to leadership in creating change and organizational performance around the world, this study tries to examine the relationship between transformational leadership and organizational performance by mediating the strategic orientations of entrepreneurship and market orientation, from the perspective of senior executives of small & medium enterprises In the food industry of Kerman Province in the first six months of 2017. The data gathering tool was questionnaire & data analysis was done by using LISREL and PLS softwares. The results show that transformational leadership has significant effect on both market and entrepreneurial tendencies; but evidence suggests a lack of support for the mediating role of market orientation in the relationship between transformational leadership & marketing capabilities; and confirming the indirect impact of transformational leadership on developing marketing capabilities & performance improvement merely through the entrepreneurship orientation in our studied businesses. Manuscript profile

Open Access Article

5 - Investigating the effect of the internet marketing on the growth of the exports market in Iran (Case study: Dried fruit exporters)
MOHAMMADREZA ARDEHALI

Abstract In recent years, for companies of different industries, The internet and Internet marketing has become a way of earning income, interacting with the customers and shareholders, providing products and services, and electronic sale. The current research is aim More

Abstract In recent years, for companies of different industries, The internet and Internet marketing has become a way of earning income, interacting with the customers and shareholders, providing products and services, and electronic sale. The current research is aimed at studying the effects of the performance of Internet marketing on growth of export markets. In terms of purpose, this research is an applied one and in terms of data collection method, it is a descriptive study of correlation type. The research population consists of the marketing experts and marketing and sale managers of the Iranian dried fruit export companies. After the initial confirmation of reliability and validity of the questionnaire, it was distributed among 94 experts. First, the respondents and questions of the questionnaire were analyzed by SPSS software. Then, the hypotheses were studies by structural equation techniques, Smart Pls, and using T-value test, path coefficient, and correlation coefficient. The results show that the capability of Internet marketing has a significant and positive effect on growth of export market. Also, other research hypotheses were approved with the probability of 95 percent. Keywords: Internet Marketing, Export Market Growth, Availability of Export Information, Business Network Relationships, Dried Fruit Exporters Manuscript profile

Open Access Article

6 - Exploring entrepreneurial marketing behavior with heuristic decision making approach (Case of study: nascent nanotech and biotech entrepreneurs in Tehran)
Pouria Nouri عبدالله احمدی کافشانی

Decision making is one of the most important entrepreneurial tasks to identify opportunities so as to create enterprises. Entrepreneurs, intentionally or un-knowingly use heuristics in their decisions, which, though useful in some situations, could lead to decision maki More

Decision making is one of the most important entrepreneurial tasks to identify opportunities so as to create enterprises. Entrepreneurs, intentionally or un-knowingly use heuristics in their decisions, which, though useful in some situations, could lead to decision making biases. Also, entrepreneurial marketing behavior is one of the most important entrepreneurial characteristics in small and medium businesses. This paper’s main goal is to explore nascent entrepreneurs’ marketing behavior with a heuristic approach. This paper’s data were gathered by conducting semi-structured interviews with 15 Iranian high-tech entrepreneurs located in Tehran and analyzed by grounded theory. Decision hastiness was identified as the core category. Furthermore, increase in profit, increase in market share, improvement in decision quality as well as losing market share and decision making biases are the main consequences of heuristic decision making in entrepreneurial marketing behavior. Also, experience, environmental factors, personal goals, business-related factors, needed time to make decisions, decision styles and decision topic are the most influential factors in heuristic decision making in marketing behavior. Manuscript profile

Open Access Article

7 - SPECIFY A MODEL FOR SUCCESSFULL IMPLENENTATION of A MARKETING STRATEGY
Ahmad taheri mohammad mehdi parhizgar

: Since the companies and organizations paid huge costs on making a strategy, it considered as an important subject in this field. However, proper strategies were offered, main part of the them were unsuccessful and the costs of compilation and implementation were waste More

: Since the companies and organizations paid huge costs on making a strategy, it considered as an important subject in this field. However, proper strategies were offered, main part of the them were unsuccessful and the costs of compilation and implementation were wasted. Developing a strategy alone is not enough. effective implementation of a strategy is more important. Today many business sector enterprises have failed to implement right strategies. First we review definition of strategic management and marketing strategy. then , reviewed the role of strategy in vital decision on organizations . Purposive sampling was used to selected 22 senior bankers of Bushehr State commercial banks. It followed by determining an expert group and extracting the elements and effective factors to implementing the marketing strategy in commercial banks. structured questionnaire was applied to gathering data. Finally, we conclude a model that describe factors affecting on marketing strategy implementation successful . The purpose of this study is finding factors that have positive effects on successful implementation of marketing strategy . we recognized Delphi method is proper for this work. Delphi technic is a quantitative method to reach experts idea that lead our to recognize affecting factors they had positive effects on marketing strategy successful .This work important because a lot of money expensed to formulate strategies and mostly are failed. Our final conclusion that 13 factors affected a marketing strategy . actually these 13 factors selected by banking experts among many proposed factors. Manuscript profile

Open Access Article

8 - Providing a model for superior value proposition with emphasis on developing a unique marketing strategy for the company using of Grounded theory
Abolfazi Danaei

The purpose of the present study is to provide a model for creating the superior value proposition through strategic focus on designing a unique marketing strategy for the company. In this regard, the qualitative method of data theory of the foundation has been used. Th More

The purpose of the present study is to provide a model for creating the superior value proposition through strategic focus on designing a unique marketing strategy for the company. In this regard, the qualitative method of data theory of the foundation has been used. The statistical population of the present study is marketing professors and marketing activists of packaged food products. The interview method has been used to collect the required information. The results of qualitative data analysis with MAXQDA software show that functional value, value, interactional value and emotional value as the proposed company value, value of use and exchange value as dimensions of perceived customer value, customer satisfaction and loyalty The customer has been identified as the dimensions of the marketing outcomes and ultimately the volume of sales, market share, net profit and return on investment as aspects of the financial implications of the proposed firm's value. In addition, the outputs indicate that the company's proposed value in the number of code count and in terms of generalization and learning in the majority of respondents is a priority, which indicates the importance of this category. Afterwards, the financial, marketing, and perceived value of customers are ranked next. This suggests that in our country, the strategic perspective (value from the perspective of the company) among the food industry managers and marketing professors is more general than the marketing perspective. Manuscript profile

Open Access Article

9 - Applying the Entrepreneurial Approach to Create Business Model for Energy Supplying Businesses Case study; International Gas Market
amirhooshang karami Seyed Mojtaba Sajjadi Seyyed Reza Hejazi asgar khademvatani

Sustainability of energy supplying in the world depends on the quality of its utilization, optimal planning and usage strategies. One of the most important sources of clean, inexpensive and affordable energy is Natural Gas. While production of this source by producer co More

Sustainability of energy supplying in the world depends on the quality of its utilization, optimal planning and usage strategies. One of the most important sources of clean, inexpensive and affordable energy is Natural Gas. While production of this source by producer countries, such as Iran, is constantly increasing (about 4 percent annually) and more than 30 million tons per year, but the "Energy Deprived Population" is an undeniable fact that has hit billions of inhabitants the planet does not have access to safe and clean energy. Precisely, about 3 billion people in the world do not have access to clean and sustainable energy. From the economic point of view, in case of proper planning and applying the appropriate Business Models, gas supply and demand, while achieving the optimal balance point, will have a more stable status in the long run, despite better cash flow and turnover. On the other hand, a large part of the social, economic and environmental problems which are caused by the abuse of natural resources of energy in various societies; enforces the Gas exporting countries to think and find innovative Business Models to overcome such issues. Undoubtedly, one effective approach that effectively affects the energy exporters on target markets and will able them to develop the market is Entrepreneurial Marketing and its application in new Business Models. In this research, has been attempted based on entrepreneurial approach, innovative and critical attitude at classical marketing (such as 4Ps) for the Gas market, thru applied methods from case studies, online resources, and companies website, by content and cross-sectional analysis have grasped the similarities and differences between selected Business Models. Then based on the overall findings and their comparison, the key features for the Business Models of energy market were presented. Analyzing of the above data has led to introduce the foundations for creating a Business Model to meet the basic needs of a deprived energy community, which will bring prosperity for the target population and open a large and untapped socioeconomic market for the energy exporters. Manuscript profile

Open Access Article

10 - Designing and compiling a behavioral decision making model for investors considering the role of financial marketing mix using structural equation modeling
Hamid reza Shokrizadeh jamal barzegari khanaghah Hojat allah Sadeghi

Capital markets play an important role in the economy, because the cash flow of people who can not use their funds leads to those who are capable of it. Naturally, the good performance of these markets will be a key factor in ensuring economic growth, so if capital mark More

Capital markets play an important role in the economy, because the cash flow of people who can not use their funds leads to those who are capable of it. Naturally, the good performance of these markets will be a key factor in ensuring economic growth, so if capital markets are efficient, economic development will be realized. On the other hand, because of the irrational decision making of investors in the capital market, systematic errors have occurred and this leads to market failure. The present study seeks to examine the impact of the financial marketing mix(7p) on the relationship between behavioral bourgeois and investor decision making. The method of this research is applied to the purpose of the research and the method of collecting and collecting data is descriptive survey. The statistical population is real investors in Tehran Stock Exchange. 422 questionnaires were distributed. By eliminating incomplete questionnaires, 391 questionnaires were used for statistical analysis. The data was analyzed using SmartPLS and LISREL software. The results indicate that the financial marketing mix (7 p) affects the relationship between emotional and decision-making factors of investors more than cognitive biases. The two sides of the trained and promoted people have the most impact. Manuscript profile

Open Access Article

11 - Futurology of Integrated Communication of Social Marketing at the Iranian National Tax Administration (Based on Network Analysis Technique)
Akbar manjegani golnar shojaei

The aim of this paper is to provide research results using descriptive-analytical research method and qualitative-quantitative data obtained from questionnaire. Some factors such as reaching effectiveness of tax system functions, establishing social justice, taxpayers d More

The aim of this paper is to provide research results using descriptive-analytical research method and qualitative-quantitative data obtained from questionnaire. Some factors such as reaching effectiveness of tax system functions, establishing social justice, taxpayers dissatisfaction and especially the culture of tax fraud, motived us to investigate effective agents on attaining a favorite future in social relationships with taxpayers from organizational expert's point of view. Regarding limitation of the numbers of experts in Iranian National Tax Administration, available sample was used. Therefore, utilizing organizational documentation and experts, some components were recognized and extracted then they were prioritized by analytical Network Process .Afterwards, based on Dymtel Technique, the intensity of impression and being impressed as well as relationship network of relevant factors were examined by futurology method. Following assessment of these factors by experts, prioritizing of subordinate criterions was done as well. Results show that experts anticipated that individual oriented resources organization and social responsibilities as the most important priority in integration relationships in social marketing in Tax Affairs System, furthermore, motivation tendency, addressees' cooperation and economic needs were the most important priorities in subordinate criterions. The result of this research can be used to explain social marketing strategies and designing of integration relationship of social marketing model in Iranian National Tax Administration. Manuscript profile

Open Access Article

12 - Designing and Explaining Marketing and Sales Strategies Model in the Food Distribution Industry
mahdi haghighi kafash zohre dehdashtishahrokh vahid khashee var nam khasti reza hajari

20.1001.1.22286047.1400.20.67.2.4

The food distribution industry is one of the high-turnover industries facing many problems in Iran. This research is done with the aim of designing and explaining the model of marketing and sales strategies in the food distribution industry .This study is descriptive, e More

The food distribution industry is one of the high-turnover industries facing many problems in Iran. This research is done with the aim of designing and explaining the model of marketing and sales strategies in the food distribution industry .This study is descriptive, exploratory and using mixed research method. The qualitative research is done using content analysis and consensus of 11 executive and academic experts. In the quantitative part, 81 questionnaires was distributed between marketing and sales managers of 54 distribution companies. The data are analyzed by structural equation modelling method. The research findings show that marketing objectives, pricing strategies and food distribution strategy are respectively the highest factors of marketing strategy in the food distribution industry and the relationship-based competency of the sales team, the sales team performance and the transformational leadership are the most important factors in the sales strategy. Evidence suggests that the presence of each of the three moderators (the threats and opportunities of new competitors, the strengths and weaknesses of the company, and the influential factors of the post-stagnation era) affects the relationship between marketing and sales strategies. The adoption of a comprehensive approach to the components of the marketing and sales strategies and the coordination between them, taking into account the economic downturn, sanctions and the probable situation of the post-stagnation era, are the most important issues that have so far been neglected in designing the marketing and sales strategies of Iranian food distribution companies. Manuscript profile

Open Access Article

13 - Identify the critical factors for sustainable banking success with a mixed approach
Alireza Aliahmadi Mir Hamid Taghavi Ali Bonyadi Naeini

A new concept in the area of achieving sustainable development goals is sustainable banking which is of particular importance in developing countries. To succeed in achieving sustainable banking goals, it is necessary to identify and conceptualize the underlying factors More

A new concept in the area of achieving sustainable development goals is sustainable banking which is of particular importance in developing countries. To succeed in achieving sustainable banking goals, it is necessary to identify and conceptualize the underlying factors. This paper aims to identify the critical factors for sustainable banking success. This paper is an applied research in terms of purpose and has been done with a cross-sectional survey approach. Semi-structured interviews and expert questionnaire were used for data collection. The statistical population of the study consists of managers and experts of the central bank selected by purposeful sampling from among these experts. The research methodology is a mixed (qualitative-quantitative) approach. In the qualitative phase, the thematic analysis method is used to identify the critical factors for sustainable banking success. Then, at the quantitative stage, the identified factors are screened and prioritized based on the Fuzzy Delphi and SWARA method. The results show that the critical success factors of sustainable banking can be categorized into three factors: input factors, process factors and output factors. Support entrepreneurs, marketing management, clear regulation and process evaluation are of the utmost importance in the field of sustainable banking. Manuscript profile

Open Access Article

14 - Model building of Banking Network based on Marketing Innovation and Technological Innovation for Assessing of National Macroeconomic Performance
Bahareh Behzadi mohammadreza hamidizadeh Maryam Khoshnevis

The present time, the basis of entrepreneurship and value creation is innovation, as well as the provision of high value-added banking services. Thus, those are the main factors in the development of the banking network and improving the competitive advantage and perfor More

The present time, the basis of entrepreneurship and value creation is innovation, as well as the provision of high value-added banking services. Thus, those are the main factors in the development of the banking network and improving the competitive advantage and performance of banks. Therefore, the aim’ paper is to model marketing and technological innovation variables based on the performance of the macroeconomic to explain their innovation functions in the country's banking network. To achieve this aim, by constructing a main hypothesis and four sub-hypotheses, the structural interaction of technological innovation behaviors and marketing innovation of ten selected banks on the macroeconomic performance of the country during the period 2009 to 2018 investigated. This research type is applied one in terms of purpose and in terms of nature, type of data and their collection method, is a causal based on econometrics techniques and analytical descriptive by regarding generalized system torque technique. In this study, the variables of economic growth and total value of exports, dependent variables and variables of technological innovation and marketing innovation of the banking network evaluated with the role of explaining economic performance. According to the research results, technological innovation with a positive effect of 0.09% and the variable of marketing innovation with a positive effect of 0.54% increase economic growth, as well as technological innovation with a positive effect of 0.08% and marketing innovation with a positive effect of 0.07%. Total exports have increased in the banking network. Therefore, technological innovation and marketing innovation have had a significant effect on economic growth and the value of the country's total exports. Therefore, five research hypotheses according to the function of banks and data conditions confirmed. Manuscript profile

Open Access Article

15 - A model for evaluating green marketing in the insurance industry
aigin ghorbani ameneh khadivar leili niakan

20.1001.1.22286047.1401.71.71.3.0

The insurance industry is vital in the country that is affected by green marketing. However, there is no accurate information on the green marketing situation in the country's insurance industry. This research has been tried to identify the main criteria of green market More

The insurance industry is vital in the country that is affected by green marketing. However, there is no accurate information on the green marketing situation in the country's insurance industry. This research has been tried to identify the main criteria of green marketing evaluation to provide a model for a green marketing audit. In this regard, first, the main criteria were identified and approved by experts through a questionnaire. The final framework consists of 24 sub-criteria that are classified into ten criteria. Then, by using the fuzzy DEMATEL method, the internal relationships between the criteria and the hierarchical analysis method, each criterion and sub-criteria's final weight are obtained. According to the results, among the causes, the criterion of mission has the greatest effect on all criteria and takes the least effect from other criteria. So, this criterion has the most stimulus role, and by optimizing it, we can expect the optimization of other factors. The green sales factor is also strongly influenced by other factors and is optimized by optimizing other factors. Also, the criterion of the mission with an effective weight of 0.23 is the most important, and the criterion of green design with an effective weight of 0.024 is the least important Manuscript profile

Open Access Article

16 - Designing of the green marketing model in consumer markets in small and medium businesses to enter international markets with a soft system methodology approach
Elham Keshavarz mirza hasan hosseini

20.1001.1.22286047.1400.20.69.4.0

Designing a green marketing model in the country is a complex, time consuming and long matter and due to the role of different actors in it, its dynamism has been increased and these two factors of complexity and dynamism are the main reasons for using the methodology a More

Designing a green marketing model in the country is a complex, time consuming and long matter and due to the role of different actors in it, its dynamism has been increased and these two factors of complexity and dynamism are the main reasons for using the methodology approach of soft systems in the design of this model, because the approaches related to the design of hard models in the fetus will not have the necessary efficiency and effectiveness. In this research, using the soft system methodology approach, the unstructured problem, i.e. designing a green marketing model in consumer markets in small and medium-sized businesses to enter international markets, is explained and then, by defining its boundaries, a clear picture of different system actors and benefits that are drawn. In the third step, the CATWOE approach is used to explain the root definition of green marketing in consumer markets in small and medium-sized businesses to enter international markets, and in the fourth step, a conceptual model of activities is presented using the root definition. In the fifth step, the developed model is compared with the real world. In the sixth stage, desirable and possible changes to improve and develop the real system are identified, and finally in the seventh stage, programs to implement the changes are proposed and given to the officials and stakeholders involved in the situation to improve the performance of the system and ultimately reduce environmental degradation and improve consumer purchasing intent. Manuscript profile

Open Access Article

17 - The effect of e-marketing alignment with the organization's macro strategy on improving the performance of commercial organizations
Mohsen Rezaei Alireza Aliahmadi mirzahasan hoseini Mohammadtaghi Amini

20.1001.1.22286047.1401.21.70.3.8

Strategic alignment of digital marketing activities with the grand corporate strategies is a necessary for new marketing. Increasing development of this type of marketing highlights the necessity for this alignment and synergy. This study aims to identify the factors of More

Strategic alignment of digital marketing activities with the grand corporate strategies is a necessary for new marketing. Increasing development of this type of marketing highlights the necessity for this alignment and synergy. This study aims to identify the factors of e-marketing of commercial organizations that strengthen this type of alignment. The statistical population of this study includes Iranian companies which are active in the field of digital marketing and have received the Enemad. The number of samples was determined via a random sampling method and using the Morgan table as 384 samples. The research data were collected through questionnaires that were provided to managers and e-marketing and planning experts in these companies by e-mail and Google Form. Questionnaire items were designed in two sections: the first one examined the alignment factors in the company, and the second one surveyed the results of its performance through a balanced scorecard. Replied questionnaire analysis was performed using SPSS and Lisrel software. The research method in this study is quantitative and survey. Using the SEM method, a conceptual model for e-marketing alignment and grand strategies of commercial organizations has presented. Performance measurement of organizations that have used alignment factors with the balanced scorecard method in 73% of cases shows better results than other organization. Manuscript profile

Open Access Article

18 - Investigating the effect of sensory marketing strategy components on brand equity through mediating customer satisfaction and brand credibility (Case study: Islamic Republic of Iran TV programs)
Hesamedin Nemati یاسر سبحانی فرد Ali Jafari

In this research, we are looking to investigate the effect of sensory marketing components on brand value by mediating audience satisfaction and brand credibility in the case of Islamic Republic of Iran TV programs. The scope of the research includes all the audiences o More

In this research, we are looking to investigate the effect of sensory marketing components on brand value by mediating audience satisfaction and brand credibility in the case of Islamic Republic of Iran TV programs. The scope of the research includes all the audiences of radio and television programs, according to Morgan's table, a sample size of 384 was obtained, and to ensure the questionnaire, 449 questionnaires were distributed among them in a simple random manner. The questionnaire of this research, based on related research, has a five-choice question designed on a Likert scale. Also, for data analysis, linear regression relationships were used in spss software and path analysis in pls software. The results showed that sensory marketing has a direct effect on brand credibility and also sensory marketing has a direct effect on audience satisfaction. In addition, the mediating variable of brand credibility has a direct relationship with brand equity, and also the mediating variable of customer satisfaction has a direct relationship with brand equity, and therefore, considering the establishment of four conditions between customer satisfaction and brand credibility in the relationship between sensory marketing and brand equity, It has a mediating effect. This research, which has been conducted for the first time on radio programs, seeks to investigate whether the components of the sensory marketing strategy have an effect on the special value of the brand through the mediation of customer satisfaction and brand credibility in the radio programs of the Islamic Republic of Iran. Manuscript profile

Open Access Article

19 - Meta-synthesis of the antecedents and consequences of digital marketing
nafise belaghatnya Mohammad ghaffari Hossein Shirazi hossein janatifar

The start-up businesses' effort to maintain and develop themselves has made it necessary to study the concept of marketing. On the one hand, with the advent of the technological era, which is full of contradictions, cooperation, and communications, the digital marketing More

The start-up businesses' effort to maintain and develop themselves has made it necessary to study the concept of marketing. On the one hand, with the advent of the technological era, which is full of contradictions, cooperation, and communications, the digital marketing approach is of a role in which the antecedents and their consequences on these businesses become necessary. In terms of orientation, the current research is fundamental. Based on Saunders' research onion model, our research gets into the interpretive paradigm layer. Our work is inductive rather than analogical, written with a qualitative approach. Library research helped collect the theoretical bases. The research strategy is a case study, and its ultimate goal is to explore the antecedents and consequences of digital marketing. A systematic review and content analysis availed collection and analyzing information. In terms of methodology, the meta-synthesis method has been used to achieve the final goal of the research. For the meta-synthesis of the antecedents and consequences of digital marketing, 422 pieces of research were selected, and the data were analyzed with the help of Nvivo12 software. With a general look at the results obtained from the antecedents and consequences of digital marketing, 12 organizing themes, which included 7 categories of antecedents and 5 categories of consequences, and 489 titles in the form of basic themes, have been determined and introduced. The antecedents included 381 factors affecting digital marketing, and the consequences included 128 factors influencing digital marketing. Manuscript profile

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