International Journal of Digital Content Management

Purpose: The development of e-commerce and online shopping has given rise to emerging concepts of consumer behavior, including webrooming. Due to the novelty of the concept of webrooming in this study, an attempt has been made to provide a conceptual framework to explain this behavior and the factors affecting its formation.Method: In this regard, a field survey study was conducted by distributing questionnairy among a sample consisting of 384 gold and jewelry customers in Tehran. The questionnaires consisting of 9 dimensions and 38 items were distributed among the members of the statistical sample after ensuring reliability and validity. Data analysis along with partial least squares technique and Smart PLS software were used.Findings: According to the results, the benefits of online and offline channels have a significant impact on webrooming attitude; It was also discovered that attitude, perceived risk, anticipated regret, subjective norms and behavioral control have a significant impact on behavioral inclination and webrooming.Conclusion: The results of goodness of fit showed that the proposed model in this research has a good validity and fit. Given that webrooming has a negative impact on online sales; the results help online retailers mitigate this phenomenon by targeting webrooming antecedents.

Purpose: In the present research   the relationship between the dimensions of mental image, brand awareness and brand recognition in attracting customers, has been investigated and analyzed with   marketing of electronic services (the case study of Iran Postbank) especially taken into account. E-marketing has greatly facilitated the banking operation.Method: This research is applied in terms of purpose and descriptive-survey and correlational as regards the nature of data collection. The statistical population of the research includes managers and senior supervisors of Iran Postbank. The sample size of the research is 168 people, and simple sampling method was used, and 117 people were selected for the research. A questionnaire was used to collect data. The validity of the questionnaire was confirmed through content validity and its reliability using Cronbach's alpha coefficient. To analyze the data, structural equation modeling was used with the help of PLS ​​software.Findings: The results of this research showed that the variables of mental image, brand awareness and brand recognition have a significant and positive impact on the marketing of electronic services, also the marketing of services has a positive and significant impact on customer attraction and the marketing of electronic banking services will increase customer attraction.Conclusion: Given the increasing competition among Iranian banks and the challenge of attracting new customers and keeping current customers, as discussed in this research, brand awareness is one of the most important factors affecting customer attraction in the bank.

Purpose: Despite the widespread diffusion and interest aroused by content marketing, little attention has been paid until this moment to building a framework that presents the main currents and studies of the field. Hence, the main aim of this study was to cover this gap by analyzing bibliographic information as complementary sources and enable a wider understanding and grasp of the content marketing field.Method: For this purpose, a bibliometric study of the publications indexed in Web of Science (WoS) between 1985-2022 was conducted. The search process used in this review was informed by PRISMA guidelines. During the search process, a set of 371 documents (research  and review articles) were obtained. Also, the bibliometrix R-package and VOSviewer software were used for quantitative analysis and visualizing bibliometric networks.Findings: The descriptive statistics showed that content marketing studies have rapidly grown since 2011. The US and Spain are the countries with the most publications of the field. The most prominent journal concerning content marketing research is Brand Journalism (with 11 articles), and the most prolific author is Bull A (with 11 articles).The results of the thematic analysis showed that ‘digital marketing’ and ‘brand storytelling’ are emerging themes and have replaced ‘content marketing’. The co-word analysis of author’s keywords defines 8 clusters: 1) platforms and techniques 2) content marketing concepts, 3) influencer marketing and advertising, 4) digital and social media marketing, 5) brand management and brand storytelling, 6) brand journalism, 7) private and native media, and 8) corporate and public communication.Conclusion: Simultaneously with the development of content creation platforms, these platforms have been welcomed in the field of content marketing. Content preparation has undergone changes in recent years. The style of information content based on news and specialized knowledge has shifted its focus to storytelling and narrative messages from the brand. This paper introduces the main areas of interest and possible gaps. It also contributes to the body of knowledge by providing a comprehensive overview of content marketing literature.

Purpose: This study extends the current understanding of customer engagement by examining the impact of relationship bonding and relationship quality on customer engagement in value creation for online taxis.Method: A quantitative research design was used to validate the hypotheses proposed in this research. Customer engagement has become an important metric for measuring the quality of relationships between brands and their customers. Despite this, there has been limited research into how relationship bonds affect the effectiveness of building such a relationship in online taxi services. A survey was conducted using the convenience method among 600 users of online transportation services in the city of Urmia, Iran to test the theoretical model. Structural equation modelling in software Amos 23 were used in this study to test the research hypotheses. Findings: Findings showed that relationship bonding (financial, social, and structural) positively affects the quality of online relationships. Moreover, it was found that the quality of online relationships had a positive impact on all four aspects of customer engagement value (lifetime value, influence value, customer knowledge value, and customer referral value).Conclusion: In order to demonstrate the promotion of customer engagement through relationship bonds and online relationship quality, the study adds new data to the literature on online taxis services. Online taxi services are able to offer open innovation structures to help them   increase customer engagement, gather innovative ideas and integrate them into their operations. In this regard, in order to enrich ideas, customers who have successfully come up with new ideas should be rewarded.

Purpose: This research aimed to identify some of the existing financial frictions in the Iran's digital economy. In particular, based on cases taken from digital and knowledge-based companies, it empirically investigated the importance of the role of base volume in the liquidity of those companies' stocks in Tehran Stock Exchange.Method: To evaluate the empirical implications of applying the base volume in daily stock market practice, retrospectively a quantitative estimate of the base volume was implied by the economic model within the rules imposed by the market regulator via MATLAB software programming. Then, using the Generalized Method of Moments (GMM), the effects of the estimated base volume, percentage of free-floating share, securities turnover, and the ratio of transaction volume to base volume on Amihud index were econometrically studied for the selected companies during the period 2015-2020.Findings: The findings indicate that the applying base volume on the selected digital and knowledge-based companies has had a negative effect on the calculation of the final price and on the liquidity of studied knowledge-based companies. Also, the results of using the machine learning method (decision tree) showed a importance coefficient of 32.6% for the base volume on the Amihud index of the selected companies.Conclusion: Our results suggest that base volume as an idiosyncratic financial friction induced by Iranian stock market regulator has aggravated the illiquidity of studied digital and knowledge-based companies and thereby could have raised the financing costs for those companies. This would ultimately impede those companies’ growth prospect.

Purpose: The purpose of this research is to present and explain the establishment pattern of the fifth-generation university in Islamic Azad Universities. Future thinking and the university system's policy in higher education have become necessary with the effectiveness of virtual and electronic learning. Higher education based on digital developments has entered a new era where competition and quality are its main characteristics. One of the challenges facing universities in the new millennium is the concept of the fifth-generation universityMethod: This research was conducted using a qualitative-inductive approach and the Strauss-Corbin grounded theory method. The research tool (data collection) is a semi-structured interview. Using the grounded theory method, the data obtained from the interviews, conducted with 10 professors and managers of Islamic Azad University, were analyzed during three stages of open, central, and selective codingFindings: 20 general categories in the form of a paradigm model including factors including causal conditions ( knowledge development; new social needs; internal organizational factors; external organizational factors; mechanisms of first-generation universities, second-generation universities, third-generation universities, and fourth generation universities) central phenomenon (establishment of the fifth generation university), underlying conditions (creating social, cultural and political in the university; economic development of the university; organizational support platforms), intervening conditions (the existence of a dynamic environment and structure in the university) and strategies (changing the educational approach; environmental re-engineering; academic effectiveness; development architecture) and consequences (elite development; comprehensive effectiveness of the university; The emergence of the characteristics of the fifth generation university) is the result of this investigationConclusion: The establishment of a fifth-generation university in higher education can lead to the optimization of the resource allocation behavior of different stakeholders and prevent the waste of resources (financial resources, life or time of students, etc.), which leads to the overall effectiveness of the university; The establishment of the fifth generation university and the development of civilization. 

Purpose: This research aimed to identify and evaluate the risks of content production in the governmental digital libraries of Tehran.Method: In terms of essence, this research is synthetic (library studies, qualitative and quantitative), and regarding purpose, it is an applied one.  In the first part, using the studies of the research literature, a set of indicators related to the risks of content production in the governmental libraries of Tehran was obtained. The second part of this research involved a fuzzy Delphi approach that was conducted at two stages among 20 experts. In this stage, a researcher-made questionnaire based on the indicators obtained from the first stage was used. The third part of the research was a survey-analysis conducted with a quantitative method using a questionnaire made out based on the results of qualitative stage with three criteria: the probability of occurrence, effect intensity, and the inability of organization to respond and was distributed among 100 managers and experts of governmental digital libraries in Tehran.Findings: In this research, the risks of content production were identified and fell into nine major categories (human force, environmental factors, infrastructure, protection and maintenance,  creators`  technical rights, integration, content evaluation of sources and authors and information security).Conclusion: The results of this evaluation show that digital libraries are not exactly at their best level when it comes to their responses to the risk of human resources, authors' rights, and integration risks.

Purpose: Due to the importance of creating competitive advantages, the present study was conducted with a view to validating the pattern of digital marketing capabilities affecting the development of new Abadan petrochemical products. The present research is applied in terms of purpose and has been done with a survey method.Method: The type of research is quantitative. The data collection tool was a questionnaire with 50 questions. Confirmatory factor analysis was used for the validation of the questionnaire as well as Cronbach's alpha coefficient.Findings: Findings showed that the value of confirmatory factor analysis (t-value) for all 5 paths of the model is greater than 1.96 and the significance of the test is less than 0.05, so with a 95% confidence level causal factors affect the main category (marketing capabilities for new product development) by 0.705; The main category (marketing capabilities for new product development) has an impact on strategies of 0.379; Intervening factors affect strategies by 0.129; Underlying factors affect strategies by 0.457; Finally, strategies have an impact on outcomes of 0.849Conclusion: The results show that the innovation, customer orientation, marketing technologies improvement, research and development capabilities and communication capabilities are confirmed. Also they emphasized as causal dimensions and the basis of digital marketing. Finally, the board diversity is confirmed as the underlying dimensions and platform of digital marketing.

Purpose: The main purpose of this research is to assess the feasibility of using VSAT satellites in the information services of university libraries.Method: The research method is a survey using the TOPSIS model, which indicates that the optimal method of providing the Internet is the method that has the greatest distance from negative factors and the least distance from positive factors. The opinions of user organizations, i.e. academic libraries and information centers, have been examined to clarify the necessity of using this method as well as its characteristics and advantages compared to other ways of providing the Internet.Findings: The findings show that VSAT satellite internet can have better conditions for providing services compared to other services such as ADSL, optical fiber, Wi-Fi and Wi-MAX. Also, their assessment determined that VSAT satellite internet is currently the best way to provide internet based on the criteria of service, support, cost, trust and quality, and ranks second in criteria such as security, confidentiality and service. In conclusion, the priority of solutions to provide library internet using TOPSIS analysis is: VSAT service; Optical fiber; ADSL service; Wi-Max services and wireless services.Conclusion: The results indicate that the VSAT satellite network, with advantages in the use of Internet services by libraries, plays an important role in improving the quality of these services.

Purpose: Start-up businesses have attracted considerable attention regarding the new approach in the modern economy The present study was conducted to investigate the factors affecting the improvement of customers’ online shopping experience in e-commerce start-ups in the healthcare sector.Method: This is an applied research conducted as a descriptive-survey. The target population includes all customers who used the electronic start-up services in the healthcare sector; out of which a sample of 384 individuals was selected using the Morgan table. A self-administered questionnaire was developed to collect the data which were analyzed using partial least squares and Smart-PLS software.Findings: All research hypotheses were confirmed, and it was proved that factors such as customer respect, customer enjoyment, importance of time, information security, convenience, perceived experience, valuable experience, and perceived image experience have a positive effect on improving customers’ online shopping experience in e-commerce start-ups.Conclusion: Applying the proposed model helps e-start-ups increase their performance   by eliminating their shortcomings and boosting their strengths.

Purpose: The field of providing information and the method of publishing information has permanently been subject to modification and alteration, and as we know, with the introduction of computer technology in the field of librarianship and the change in the way of providing services, the imperative task of information dissemination has been reserved for librarians. The dissemination of information technology into the education system has led to the emergence of a new concept called e-learning. The task of libraries is to provide infrastructures for information retrieval through the production of integration, organization, and distribution of knowledge. The methods that libraries employ for e-learning include learning collections, tools, and facilities necessary for studying, improving the quality of reference services, and ensuring universal access to books. Therefore, this research aims to identify the factors influencing e-learning in information retrieval.Method: This current research is developmental was conducted using a qualitative approach and grounded theory. The population of the study consisted of 20 experts in the field of information technology in public libraries across the country, who were selected through purposive non-probability sampling. Data were collected through interviews and analyzed through three stages of open, axial, and selective coding, based on which the research model was designed.Findings: The findings showed that e-learning in information retrieval contains of six main dimensions, 45 sub-dimensions, and 85 concepts, which are presented in a paradigm model including causal factors (quality of e-learning website design, quality of education in e-learning environments, employees' enthusiasm for developing knowledge capabilities, employees' belief in continuous training), contextual factors (suitable technical equipment (hardware, software, and network), availability of necessary infrastructure, high accessibility, periodic purchase of required equipment, ease of learning and simplicity of teaching platforms (instructors)), interveners (competence of instructors in course delivery, course development based on indigenous data, organizational culture and atmosphere), central factors (strategies for enhancing the quality of e-learning in information retrieval, processes for improving the quality of e-learning in information retrieval, infrastructures for improving the quality of e-learning in information retrieval), strategic factors (existence of an appropriate incentive system for promoting knowledge sharing (systemic strategy), security of software used (educational approach), efficient support and feedback mechanisms (responsiveness strategy)), and consequences (consistency of goals and plans, adequate understanding of e-learning, formulation of standards, capability in information retrieval).Conclusion: Based on the dimensions, main factors, and sub-factors, the impacts of e-learning in information retrieval can be measured and managed in the studied community.

Purpose: Economic and social status play a prominent role in many human activities and their  function is accentuated in the theory of the knowledge gap. According to the idea, the knowledge of the people with higher socio-economic status increases compared to those with lower socio-economic status. The purpose of this study was to determine the role of socio-economic status (based on knowledge gap theory) in the information-seeking behavior of fellow members of staff at  Qom University.Method: The study was an applied research in terms of purpose and in terms of strategy and data collection was correlational. The population consisted of 761 university employees. Based on Cochran’s formula the sample of the study included 255 employees. A researcher-made questionnaire was used to collect data. Spearman and X2 statistical tests were applied to analyze data.Findings: People who have a higher socio-economic status (with higher employment, income and education levels) are more motivated to search and obtain information, and there is a significant relationship between the components of individuals' socio-economic status and the type of the used information resources. Socio-economic status affects the criteria for evaluating information resources, and people with higher rate use various evaluation criteria while assessing the information. People with socio-economic status use various and different channels to obtain information, thus, there is a positive and significant relationship between the use of search engines and meta-search engines, internal and external databases, conference papers, library RSS, specialized social networks, consultation with librarians and technical blogs, and their socio-economic status.Conclusion: The social and economic status explains and predicts the information-seeking behavior of the staff and the results confirmed the theory of knowledge gap. Prediction of the facilities required for searching and seeking information in organizations and making them accessible to all human resources can help provide fair access to information for the better part of society and reduce the knowledge gap.

Purpose: The key to startup success is a brand-centric approach that combines brand leadership strategy with creative, targeted, and cost-effective business methods. In the brand-centered approach, all company processes revolve around the development of brand identity in continuous interaction with customers, to create long-term competitive advantages for the brand. The purpose of this research is to investigate the impact of entrepreneurship-based branding in cyberspace on the performance of startups.Method: The current research is of an applied type and with a mixed method and a sequential qualitative-quantitative approach, first qualitative and then quantitative data was collected and analyzed. Due to the small size of the population, sampling was not done and all 52 people were examined. Smart PLS software was used to analyze quantitative data and test research hypotheses and implement structural equation modeling. Confirmatory factor analysis was also used to test the significance of the relationships and the fit of the obtained measurement models. To analyze the data and test the research hypotheses, the structural equation modeling method was applied.Findings: Qualitative findings showed that the branding model based on entrepreneurship in cyberspace includes six main themes and 18 sub-themes. Causal factors include risk-taking categories, business situation analysis, and brand content capabilities; Background factors include the categories of brand organizational structure, market orientation, and brand orientation; intervening conditions include the categories of legal infrastructure, customer characteristics, and economic uncertainty; the central category includes the three categories of brand vision depiction, brand integrity and entrepreneurial capabilities; strategies including three categories of brand positioning, strategic planning for branding and value creation; And the consequences include three categories of competitive advantage, strategic brand development and brand identity development. Quantitative findings showed that the causal conditions of branding with a score of 26.719 has a positive and significant effect on entrepreneurial branding; Entrepreneurial branding with a score of 4.873 on value-based brand positioning; And value-based positioning with a score of 29.960 has a positive and significant effect on the performance of startups.Conclusion: The results indicate that the branding model based on entrepreneurship in cyberspace and its impact on the performance of startups includes six main themes and 18 sub-themes, and branding based on entrepreneurship in cyberspace has a positive and significant effect on the performance of startups.