حسین بوداقی خواجه نوبر

The purpose of this study is to evaluate online marketing tools and provide a model to improve sales performance. This qualitative research is applied in terms of purpose. Subjects in qualitative research are people living in the cities of Nowshahr, Chalous, and Tonekabon, whose sample size in the qualitative section includes knowledgeable interviewees in the field of online business. The data collection tool was purposeful and MAXQDA software was used for data analysis. In a small phase, the subjects were Caspian littoral consumers in the field of online business, about 400 of whom were selected to collect data from them. The AMOS and EXCEL have been used to test the hypotheses of structural model equations, and perform Dematel analysis. The results showed that the amount of  for e-services and electronic security was negative, which indicates the influence (disability variable) of the above factors in the conceptual model of the research. Also, the   rate for electronic advertising and electronic support is more than zero, which indicates the effectiveness (cause variable) of these factors. The calculated   value shows that the order of importance of the five indicators in the present research model is: 1- Electronic services 2- Electronic support 3- Electronic customer orientation 4- Electronic advertising 5- Electronic security. The results show that five indicators (e-services, e-security, e-support, e-advertising, and e-customer orientation) are components and tools of online marketing to improve sales performance. The results showed that the amount of E_j for e-services and electronic security was negative, which indicates the influence (disability variable) of the above factors in the conceptual model of the research. Also, the E_j rate for electronic advertising and electronic support is more than zero, which indicates the effectiveness (cause variable) of these factors. The calculated P_i value shows that the order of importance of the five indicators in the present research model is: 1- Electronic services 2- Electronic support 3- Electronic customer orientation 4- Electronic advertising 5- Electronic security. The results show that five indicators (e-services, e-security, e-support, e-advertising, and e-customer orientation) are components and tools of online marketing to improve sales performance.

Advertising is considered as one of the most important components of a business unit's sustainability, which plays a decisive role in promoting green product awareness. The purpose of this study was to evaluate the level of acceptance of green perception of customers based on the visual themes of green advertising on social media. This study is a developmental research in terms of purpose, because due to the lack of a basis for assessing the level of acceptance of green perception of customers based on visual themes of green advertising in previous research, based on meta-synthesis in the first step tried to identify components as analytical basis. And use propositions as reference variables. In order to explain the identified components, Intuitive Fuzzy Sets analysis (IFSs) was used to determine the most effective basis for evaluating the level of green perception of customers based on the visual themes of green advertising. In this study, the target population consisted of two parts: qualitative. In the qualitative part, with the help of 16 marketing experts at the university level, an attempt was made to identify the research components, components in the form of scoring forms. In the small section, 50 managers at different levels of knowledge-based companies participated. The results showed that the proposition of brand identity is considered as the most effective visual theme of green advertising in the companies under study, which strengthens the perception based on social convergence as a component of accepting the green perception of customers. This result shows that the content of green brand identity in the form of a comprehensive norm will form the perception of social convergence in customers, because this perception is considered as an external stimulus due to the existence of environmental values, which causes customers to realize the importance.

The purpose of the current study is to validate the pattern of brand marketing efforts on social media with customers in the dermo-cosmetic industry.In terms of method and time frame of data collection this study is considered cross-sectional research. The statistical population involved the dermoc-osmetics industry clients of Serita brand. The sample size was 384 people and the employed sampling method was simple randomization method. To validate the pattern of brand marketing efforts on social media, the researcher made use of the partial least squares method alongside with Smart PLS software. The data collection tool was a questionnaire that was validated by structural validity, convergent validity and divergent validity. The reliability of the questionnaire was judged by employing Cronbach's alpha and combined reliability. The outcome indicated that the creating informative content and social content are considered to be the fundamental factors of the model that affects client trust. Client confidence brings about. Client engagement and encourages attractive page design. Accordingly, interacting with clients and designing attractive pages touches word-of-mouth advertising and eventually leads to the efficacy of social marketing efforts.