مطالب

Purpose: This research aimed at presenting the consumers’ compulsive buying pattern through internet advertisements of digital content in Iran's TV shopping industry.Method: Research Methodology was practical in terms of purpose and conducted using mixed method (qualitative-quantitative). The research community was based on the purposeful sampling method, and consisted of ten marketing experts. The research tool was interview. MAXQDA software was used to analyze data through database theory. The statistical population in the quantitative section included TV buyers in Mashhad. Based on Morgan table and random sampling, 384 samples were selected. The research tool was a researcher-made questionnaire, and the Structural Equation Method (SEM) in SmartPLS software was used for data analysis. The validity of the questionnaire was confirmed by using face, content, divergent and convergent validities, and its reliability was also confirmed using Cronbach's alpha. Both of Composite and homogeneous reliability were evaluated.Findings: "appropriate digital marketing mix design for TV sales, digital marketing capabilities, individual demographic characteristics, lifestyle, family " constitute the causal conditions in the consumer’s compulsive buying pattern in the TV shopping. According to the findings, “quick and transient purchase and irrational and emotional purchase” were identified as a central phenomenon. “TV's attractiveness from the audience's point of view, broadcasting policies, sales companies' policies, national TV belief and trust, individual awareness and knowledge about buying products and society's culture” acted as intervening conditions. In the field of buying, “intellectual structures of society and executive structures of society” identified as background conditions. Human strategies and structural and organizational strategies” acted as strategies and “Consumers outcomes; families and society outcomes” were identified as outcomes. According to the results of structural modeling, the relationships of the identified pattern were significant.Conclusion: The issue of compulsive buying is one of the most important and common issues, and buying from TV has fueled this issue, and has become the basis for its expansion and, following that, its negative consequences. In this scientific research, efforts were made to reduce the consequences of this phenomenon. The results of this study showed that although the phenomenon of compulsive purchase from TV is negative, but with proper management, useful results can be obtained from it.

Background: Cardiovascular disease is a significant contributor to mortality in diabetic patients. Despite the potential benefits of concomitant and complementary training in diabetic patients, there is a paucity of evidence in this area.Aim: The objective of this study was to investigate the effect of aerobic training in conjunction with a hydroalcoholic extract of the fruit of Qaraqat on superoxide dismutase, glutathione peroxidase, total antioxidant capacity, and malondialdehyde in the heart tissue of male rats with type 2 diabetes.Materials and Methods: 24 male rats aged 8 weeks were diabetic with a high-fat diet (60%) and streptozotocin injection. They were randomly divided into four groups: (1) aerobic training (AT), (2) supplementation (Sup), (3) Aerobic training+ supplement (AT+Sup), and (4) diabetes control (Con). The training protocol included running on a treadmill at a speed of 5-24 m/min for 10-60 min, according to the principle of overload. Glucose, insulin, insulin resistance, and MDA, TAC, GPX, and SOD of heart tissue were measured. Statistical tests of two-way variance and post hoc Bonferroni were used using SPSS software at a significance level of P<0.005.Results A significant decrease in glucose levels, insulin resistance, and MDA (P<0.005) was observed in the intervention groups following eight weeks of training and supplement intervention, in comparison to the Con group. Also, the amount of insulin in Sup and AT+Sup groups exhibited a notable decline in comparison to Con and AT groups (P<0.005), as well as a substantial increase in the levels of SOD (P=0.001) and GPx (P<0.005), and TAC (P<0.005) was observed.Conclusion: Diabetes is associated with elevated MDA levels, which are reduced by aerobic training and supplementation. Furthermore, the administration of a training intervention and the utilization of a supplement have been demonstrated to elevate the levels of SOD, TAC, and GPx.