سراج الدین محبی

Purpose: The main objective of this study was to provide a model of Internet TV development in Iran using marketing approach. Methodology: The present study was applied-developmental in terms of objective and exploratory sequential mixed in terms of nature. The statistical population was in the qualitative section was composed of professors and specialists of Internet TV, as well as experts and activists in this department. The experts were identified by purposeful and snowball sampling, which according to the adequacy of the data, a total of 25 experts were interviewed. The statistical population in the quantitative section was 384 ordinary and Internet TV audiences in Isfahan. In the qualitative section, the interview was used as a data collection tool and in the quantitative section; a 58-item questionnaire was used. The research method in the qualitative section was thematic analysis and in the quantitative section, the researcher used the structural equation approach and Smart PLS software. Findings: The results showed that the identification of components and elements of a model of Internet TV development and the relationship between these components and elements by marketing approach led to the development and promotion of Internet TV, by providing and facilitating the necessary conditions and facilities will make more audiences interested in using these services, and finally the result of this study is to provide an appropriate model for the development of Internet TV by marketing approach. Conclusion: The results obtained from the structural equations were evidence that all the designed equations in the qualitative section are approved and all components of the model have significant relationships with each other.

The main purposes of this study are identification, modeling and ranking of factors influencing the brand hate.  To do this, mixed approaches of qualitative and quantitative have used. In the qualitative approach, the grounded theory method has considered. Hence, the opinions of 18 sale managers in the field of home appliance, as experts, collected and analyzed. The results of analyzing in 3 steps of grounded theory with MAXQDA software revealed that 14 variables affect the brand hate which are placed in 3 groups of casual condition, external factors and main variables. The results of this section was approved by 10 indicators of Strauss and Corbin. In the next section, for understanding the importance and rank of each variables in brand hate, TOPSIS method has used. The results of this section showed that among main variables, experimental avoidance; among casual condition, marketing and advertisement and among external factors, competition had highest importance.

Over the past few years, many organizations have come to believe that the brand of their products and services is one of their most valuable assets. Therefore, it must be said that the brand is an asset that has a significant part of the value of the property of institutions and organizations. In this research, the building brand equity (BBE) from the customer's perspective and brand market performance (BMP) have been investigated and identified, selected, eventually reached the operational stage, and then evaluated how the impacts and their relationship with each other resulted in the presentation of a model that the model has been tested in the cosmetics industry in Tehran. The statistical population of this study was all customers of cosmetic products in Tehran city in 2018 who were selected by random cluster sampling method. A sample of 550 customers from ten brands, which has about 80% of the market share, was selected. In this research, the obtained data were collected through a questionnaire as well as secondary information and then tested using structural equation modeling and focal correlation analysis. Finally, all proposed structures of the research were confirmed after analyzing the factor. According to the path analysis conducted at the customer level, only two hypotheses were not approved. At the brand level, all four hypotheses were confirmed by the focal correlation analysis. Based on the findings of the research, the proposed model was confirmed by the researcher and practical and research suggestions were submitted for managers and researchers.

INTRODUCTION: This study was investigated to represent and measure the impact of social responsibility components on crisis prevention in a conceptual model. Therefore, according to the research model, this study proposed 17 hypotheses about the existence of social responsibility among the employees of organizations involved in helping the victims of natural and man-made disasters, which would lead to crisis prevention. METHODS: This applied research was performed based on the descriptive-survey research method with a correlational approach using field study to collect data. The statistical population of this study consisted of 250 managers and experts of the Crisis Management Organization and the general departments of crisis management of the provinces (subdivisions of the Provincial Governments). The samples were selected using the relative stratified random sampling method, and the final sample size was determined at 150 individuals using Cochran's formula. To collect information, a 17-item researcher-made questionnaire was employed consisting of three main components (i.e., macro environment, organizational factors, and individual factors) and items for each of these three components. The responses were rated on a 5-point Likert scale (from 1=very low to 5=very high). Kolmogorov-Smirnov test was used to check the normality of the distribution of variables. Data were analyzed using SPSS version 26 and the t-test and confirmatory factor analysis modeling was used in AMOS24 software FINDINGS: The results showed that the significance levels obtained for all factors, except technological and geographical factors, were less than 0.05; therefore, all these factors were different from the average of the community. On the other hand, since the mean differences were positive in all factors, all components of social responsibility, except technological and geographical factors, had an impact on crisis prevention. CONCLUSION: It can be said that the special attention of managers, authorities, and employees to the vital issue of social responsibility, especially in their daily activities, not only would help improve intra-organizational communication and increase employee motivation but also would lead to preventing crises.

Today, due to the globalization of organizations and product diversity, product sales competition has become more important in the marketing of fast-moving consumer goods. Different strategies can be used to differentiate goods in retail stores. The importance of retailers of fast-moving consumer goods and its effect on consumer behavior prompted the researcher to investigate this issue. It should be noted that due to the prevailing culture in Iran (unlike abroad), Iranian retailers take responsibility for marketing their goods in stores. As a result, designing a marketing pattern for retailers of fast-moving consumer goods can have a significant effect on the prosperity of this market segment. In this research, through qualitative research method and interview, we designed the marketing model of retailers of fast-moving consumer goods and its effect on consumer behavior. First, by reviewing the theoretical literature and using the content analysis method from two ways, manually and using Max QDE software to the four main themes "Consumer factors in marketing, marketer tasks, store management and behavior "Consumer" achieved and the marketing model of retailers of fast-moving consumer goods and its effect on consumer behavior was designed based on theoretical studies and interviews with 10 retailers. Finally, suggestions were made to reduce the gap and achieve the desired situation.

Purpose: Considering the role of marketing in the sale of various products, the aim of the present research was to investigate the impact of effective marketing factors on increasing film sales. Methodology: This was an applied quantitative correlational study. The study population included media producers, directors and experts in 2019. A total of 294 participants were selected using convenience sampling according to Cochran's formula. The data collection tool included a researcher-made 34-item questionnaire, the validity of which was confirmed by expert opinion and factor analysis, and its reliability was estimated at 0.83 by using Cronbach's alpha method. Data analysis was carried out using correlation coefficients and structural equation modeling methods in SPSS and LISREL software. Findings: The results showed that all nine subscales of effective marketing factors including evaluation and identification of the target audience, evaluation and identification of market opportunities, evaluation and identification of the topic, evaluation and selection of film elements, evaluation and selection of appropriate advertising strategy, evaluation and selection of appropriate promotion strategy, evaluation and selection of the appropriate distribution system and channel, evaluation and selection of the appropriate pricing strategy, and the use of methods, tools, and potentials to increase sales had a direct and significant effect on the increase in sales of social drama films (P<0.05). Conclusion: The results indicated the effective role of all marketing factors in increasing the sales of social drama films. Therefore, planning to use effective marketing factors to increase film sales seems necessary.