عبدالله نعامی

Introduction : Considering that it is necessary to pay attention to ethical values ​​in marketing and also limited research has been done in this field in our country. The present research aims to study the impact of social commerce on the electronic loyalty of customers with an emphasis on ethical values ​​among customers of Shahre Ketab in Iran. Material and Methods : This research includes two qualitative and quantitative phases. In the qualitative phase, the community included all managers of Shahre Ketab Institute and the statistical sample included 12 managers of Shahre Ketab. The method used in the qualitative phase was the meta-synthesis. In the quantitative phase of the research, the statistical population included experts selected in the qualitative phase. The techniques used included fuzzy Delphi and interpretive structural modeling. Excel and MATLAB software were used to analyze the data of this section. Results : The findings of the qualitative section indicated the extraction of 196 primary codes and 23 components for the variable of social commerce and 64 primary codes and 15 components for the electronic customer loyalty variable. Based on the findings of the quantitative phase, among the 23 components of social commerce, 6 components were approved, and among the 15 components of electronic ethical loyalty of customers, 5 components were approved. Based on the results of interpretative structural modeling, the components of social business were placed in three levels. Conclusion : Considering the importance of the role of moral values ​​of customers in creating electronic loyalty in the context of social commerce, it is necessary to pay attention to the role of ethical values ​​and the effects of this variable on creating electronic loyalty of customers.

The aim of this study was to investigate the status of cognitive components of media literacy in the optimal use of social media in adolescents in Tehran. The study method is a survey and the statistical sample is 425 adolescents in Tehran in the eleventh and twelfth grades. Our statistical sample was selected as a cluster and randomly from schools in five areas of Tehran (north, south, west, east, and center), and the data using they were designed from a questionnaire and analyzed using SPSS and AMOS software. Findings showed that according to the level of significance and statistical value of t, media cognition on technological cognition and epistemological cognition, content production has a positive and significant effect on cognitive and technological cognition and media cognition, as well as epistemological cognition on technological cognition. Friedman found that technological knowledge has the highest and media knowledge has the lowest in terms of the desired situation.

Countries have made significant investments in the last decade to reach the international market of renewable energy. Studies potentially have indicated a beneficial renewable energy market. Accordingly, firms must alter their business model to enter the global market. This research aims to discover strategic factors in international marketing management for new renewable energy products. The community of this research includes experienced managers and experts in the field of renewable wind energy. The analysis is applied in terms of purpose and is of the qualitative-quantitative method. In this study, structural equation modeling and Smart PLS software have been utilized for data analysis. The results indicate that 11 strategic factors could influence the international marketing management for new wind renewable energy products, and their effect is at a significant level. Finally, the research model was analyzed using fuzzy inference system (FIS) and Matlab software.

The aim of present study is to achieve a comprehensive framework in the area of customer experience management in Taban Airline to improve business results. The statistical population was the managers and senior experts of Taban Airline. A sample of 16 people was selected by using a purposeful snowball sampling method and in-depth and a semi-structured interview was performed with them. Data analysis was performed using a 3-step coding method in Nvivo software. Finally, a comprehensive model of customer experience management was presented. A total number of 601 open codes were extracted. After methodological modifications, they turned to 182 open codes or concepts, and in the next step, namely ladder of abstraction, they turned to 38 sub-categories and in the final step, they turned to 14 main categories. Finally present the paradigmatic categories and components form the comprehensive Customer Experience Management (CXM) model.

The purpose of this study is to design and develop a marketing planning model for the development of tourism industry in start-ups and innovative Iranian companies. This industry, which is one of the most dynamic economic activities of the present era, plays an important role in sustainable local development. The research method in this research is applied. It is also a type of field analysis because the data collection tool is a questionnaire and the researcher has collected information through the respondents. The statistical population of this study is all the officials of the executive bodies in relation to the tourism industry and employees and private companies in this regard. Due to the infinity of the statistical population and its large size, cluster sampling is available and the sample size is 14 people. The results of the study were analyzed through version 10 of Maxqda software. In the results, causal variables include environmental attitude, economic and environmental conditions, competition, tourism planning and social capital

Background: One of the important aspects of ethical marketing is avoiding making or reinforcing pseudo need in customers. Therefore, marketing studies may use methods which identify customers’ fundamental mind values in consuming commodity and services to provide products without stimulating, harmful and extra effects which satisfy customers. Therefore, the current study aims at investigating and drawing the mind value map of Iran Airlines customers in relation to consuming drinks during flight to achieve a basis to conceptually design a product without alcohol but fulfilling the maximum satisfaction of customers. Method: The present study is qualitative which uses Zaltman Metaphor Elicitation Technique (ZMET) projection method. The statistical population includes customers with 20 year old and higher age range of Iran Airlines that 15 participants involved in this matter selected based on saturation point logic through judgmental sampling. Then, data collected from questionnaires and interviews with semi-structured approach which was done on each sample and the content of data analyzed based on one of the customized models of means-end chain. Thus, key elements and the structures with the most repetition were extracted. Using Atlas T software, a consensus map of customerschr(chr('39')39chr('39')) minds was drawn. Results: 4 elements at characteristics level, 13 elements at criteria level, and 14 elements at advantages and finally 3 elements at values level have been identified and they were prioritized for the target population. Conclusion: This map helps achieving major variables in consuming target commodity in customers to clarify their consideration and decision making mental process. The results of this study are able to improve the expansion of products according to cultural ethical norms which satisfy customers and also future plans in serving air transportation market.