طهمورث حسنقلی پور یاسوری

This article deals with developing a model of digital marketing with a focus on customer experience and with the aim of optimizing the customer management process, increasing the quality and length of the customer journey (increasing loyalty), and improving the consequences of the marketing process in companies, and seeks to answer this question. What is the digital marketing model with the customer experience management approach and what components does it include? The research method is mixed (qualitative-quantitative) and since a model for this issue is not available in past research, the first part of the research explores model extraction through qualitative methods (here, foundation data analysis) and to determine Relationships within the model quantitatively explain the model using quantitative methods (here structural equations). The method of collecting information in the qualitative part, in addition to conducting library studies, in the form of in-depth interviews with experts in the fields of information technology, marketing, and commerce, information technology policy, and actually business managers and stores that provide services and products through channels and digital tools in this section, the statistical sample limit was carried out by the snowball method (saturation to the end of the problem) and the quantitative part of the research and explanation of the model was through data collection with questionnaire tools and closed interviews from the customers of several digital businesses, which was done with the method 385 people were randomly selected and available using Cochran's formula. In the end, the main conditions, background conditions, intervening conditions, phenomena, strategies, and consequences affecting the digital marketing model with the customer experience management approach were extracted and the relationships between them were determined.

Purpose: One of the debates that has received much attention by many researchers in recent years and provided a platform to examine its various fields is customer experience management. Companies can differentiate themselves from competitors, create greater customer loyalty, and provide stronger brand relations via the experiences provided to their customers. The present study is aimed to identify the changes and progress made in customer experience management. Methodology: For this purpose, the papers available in the Web of Science database were analyzed over a period of 24 years (1998 to 2022) using scientometric methods. Findings: The results of the study present a comprehensive review of the field of customer experience management by identifying its basics, provide influential works and intellectual link between the works. It is noteworthy that the present analysis reveals more cited articles, key authors, keywords, intellectual turning points, and emerging research trends in this field. Conclusion: These results help researchers to perceive the boundaries of the researches conducted in customer experience management and gain valuable scientific information through which they can determine the development process of their future studies.

Introduction: The concept of ethical branding comes from the intersection of business ethics and brand management. An ethical brand is a brand that prevents harm to others. The purpose of this research is to provide a model of ethical variables influencing branding. Material and Methods: The current research is qualitative and among exploratory and applied research. The statistical population of this research includes business owners in East Azerbaijan province. Through targeted sampling, 15 people were selected as a sample from the target population. The data collection tool was semi-structured in-depth one-on-one interviews. Finally, the obtained data were recorded and analyzed by theme analysis method using MAXQDA18 software. Results: Examining the findings and conducting thematic analysis indicated the effect of 4 main ethical variables or main themes, which included: corporate ethical philosophy, corporate ethical communication, corporate ethical culture and ethical image. Conclusion: The unethical activities of businesses have caused many concerns for managers and academic researchers, because unethical behavior on the one hand affects the brand's personality and on the other hand, the decline of the company's reputation among customers, lack of it leads to repeat purchases and sanctions and punishment of the business by customers. Paying attention to the 4 factors presented in the formation model of ethical branding can have a significant impact on creating brand trust and satisfaction in commercial businesses.