کامبیز حیدرزاده

The main challenging issues for e-commerce operators are building trust in customers to make purchases and gaining a suitable position in the minds of consumers to repeat purchases. Therefore, this research aims to identify the effective factors of word of oral electronic marketing on brand equity. For this purpose, the researcher tried to use the grounded qualitative research method (Glaserian grounded theory) and, with the help of MAXQDA software, to identify and present the dimensions, components, and indicators of oral electronic marketing effective on "brand equity" from the analysis of theoretical bases, upstream documents, and interviews with experts. This research is in the category of applied-developmental research, and in terms of method, strategy, and nature, it is part of exploratory qualitative research, whose philosophy is based on the interpretative-constructive paradigm. It has a single time horizon, collects data from both documentary and field methods, and its tool is recording in the documentary (library) section and interviews in the field section. The statistical population of this research is experts in the fields of human resources management, marketing, and branding; managers and vice-presidents; and employees of e-commerce companies. Based on research findings, oral electronic marketing has two dimensions: technical and technological factors and individual factors, and the dimension of technical and technological factors includes the components of electronic marketing tools and situational features, message features, and the dimension of human factors includes the components of individual factors and interpersonal factors. The special value of the brand also has two dimensions of consumer perception and consumer behavior. The dimension of consumer perception includes the components of brand association, perceived quality, and brand awareness, and the dimension of consumer behavior includes the components of brand loyalty, customer relationships, and brand consistency.

One of the main strategies in oil industries management is the evaluation of the relationships between the customers and employees. To do so, the interpretive paradigm, the qualitative approach, and the Grounded Theory Approach have been used. As for the qualitative approach, snowball sampling has been used, and the latent content analysis technique has been used to analyze the in-depth reviews, helping to code and identify the employees’ cognitive appraisal indices. Also, as for the quantitative approach, simple random sampling was used, with a structural equation model used for data analysis. The results and findings of the study indicate that the top managers in Iran Petroleum Products Distribution Company, especially those in the Human Resource Development, Commercial, and Research & Technology sections, can use the model extracted in the current study as well as the suggestions provided, to pay more attention to the mental health of the Frontlie Employees (FLEs). They can also use the results to know how the employees deal with the customers’ aggression and abuse. Hence, the current study can be useful for the oil industries researchers.

Organizations enter international competitive markets because of different motivations such as: gaining international fame, long-term growth, increasing profitability, taking advantages of economies of scale, maturing domestic market, the intensity of competition in a domestic market, governmental rules and regulations; but actually, all of the companies aim to export performance improvement. According to the oil industry situation in Iran's vision, the 4th paragraph of general energy policies and, not having a comprehensive model of Iranian oil products export performance, this research could improve and develop this industry in international markets. This research method is phenomenology and statistical society includes export and marketing managers and experts in the oil industry. Non-probable sampling and snowball sampling method was used in this research. Regarding this qualitative research, semi-structured depth interview was used to gather information and 7 deep interviews were done regarding saturated rule. Structure, internal, interpretive and descriptive validity were used in order to Validation; for surveying reliability, revision while coding and surveying by another informed person were used to insure correct coding. After open, axial and selective coding and using Atlas.ti qualitative software, suggested antecedents of Iranian oil products export performance includes: market orientation, company resources, marketing mix, macro environment and items of Iranian oil products export performance includes: financial performance, customer satisfaction and customer retention. Most of the previous studies have focused on positivism and quantitative research methodology while we used the qualitative method in this research.