Management approaches in the field of smart
vahideh alipoor; Mohammadreza Saadi; atefeh mehri bazghaleh
Abstract
This study aimed to investigate the effect of brand interaction through social media on brand loyalty through brand equity. The research is a descriptive research of the correlational type in terms of practical purpose and based on the method. The statistical population of this research includes the ...
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This study aimed to investigate the effect of brand interaction through social media on brand loyalty through brand equity. The research is a descriptive research of the correlational type in terms of practical purpose and based on the method. The statistical population of this research includes the customers of three Iranian brands, My, Cinere and Callista. The size of the population is considered unlimited and the G-POWER tool was used to determine the sample size and the statistical sample size was calculated to be 199 people. A simple random sampling method was chosen for data collection and the data collection required in this research was done using a localized standard questionnaire. In order to confirm content validity, CVI and CVR and expert panel were used. In order to determine the reliability of the questionnaire, Cronbach's alpha coefficient, combined reliability and homogeneous reliability were used. Because the data do not follow normal modeling; Therefore, structural equation model and partial least squares method and PLS software were used for hypothesis testing and path analysis. The results of this study showed that customer interaction with the brand through social media can have a positive effect on brand loyalty. Also, brand equity was a positive mediating factor in the relationship between brand interaction and brand loyalty. Among the three cognitive, emotional and behavioral paths, the behavioral path with a path coefficient of 0.630 is the best path in influencing customer interaction with the brand on brand loyalty. IntroductionAccording to a Harvard Business Journal study, a 5% increase in customer loyalty can increase company profits by 25-95%. The importance of building and maintaining strong and long-term business relationships with customers is a great strength for brands (Rather, 2018). In recent years, customer interaction with the brand has become an important concept due to its promising impact on customer behavior (Rather, 2018; Rather & Sharma, 2017). By interacting with customers in virtual spaces and social networks, the brand can offer unique benefits.According to the statistics and figures announced by the Radio Communications Regulatory Organization, the number of internet users in Iran has reached more than 79 million people in 2021. This is a large number of people, each of whom may be customers of different brands and companies. Therefore, researching the impact of the customer's interaction with the brand, which usually takes place in the virtual space, on customer loyalty in Iran seems to be very necessary. Considering the importance of customer loyalty to the brand and the need for brands to promote effective communication with customers, this study investigated the impact of customer's interaction with the brand on customer loyalty. This study attempts to answer questions such as: "Can the customer's interaction with the brand lead to an increase in the customer's loyalty to the brand?" and "What type of interaction with the brand has the greatest influence on the customer's loyalty?" Literature review2.1. customer interaction with the brand via social mediaSocial media focuses on collaboration, conversation and exchange between users. Social networks are online hosts that allow members to create their own private profiles and interact with each other (Tuten & Solomon, 2017). Companies are increasingly looking to engage customers and interact with their brands. The concept of customer interaction with the brand encompasses three dimensions, namely the cognitive, emotional and behavioral dimensions, making it a multidimensional concept for study. Customer interaction with the brand emphasizes the relationship between the customer and the brand (Islam et al., 2019). Interaction with the brand may be more influential than perceived value and service quality, which are known to be important factors for brand loyalty (So et al., 2016).2.2. customer interaction with the brand via social media and brand equityCurrently, social media plays an important role in creating brand equity through interaction with customers. Therefore, customers' interaction with brands through social networks is a symbol of their greater commitment to brands, and this issue increasingly contributing to brand equity (Choedon & Lee et al., 2020). enhances the brand, which in turn creates strong, favorable and unique connections with the brand and influences their purchasing decisions and creates value (Elsharnouby et al., 2021), which means the creation of brand equity (Schivinski & Dabrowski, 2015). MethodologyAs the current research focuses on observable facts, it is part of the positivist paradigm. Due to its specific application in the field of brand management, it is considered practical research. As far as the method of data collection is concerned, it is a descriptive and survey-type study whose temporal scope lies in the area of cross-sectional research. The statistical population of this study includes all customers of Iranian cosmetics and health brands. For this purpose, the followers of the social pages of three famous Iranian brands in the field of cosmetics and health products such as My, Cinere and Callista were surveyed. Since the number of customers of these three famous Iranian brands is more than one hundred thousand people, the size of the community is considered unlimited. The G-POWER tool was used to determine the sample size. According to Cohen, reducing the alpha error leads to an increase in the generalizability and accuracy of the research results. By lowering the alpha error to a lower level, the likelihood that the researcher will incorrectly reject their hypothesis and commit a type 1 error is reduced. In addition, by increasing the power of the test, the second type error is reduced and the precision of the research results is increased (Cohen-Tannoudji et al., 1998). For this purpose, the sample size was set at an error level of 0.1 and a test power of 0.85 and with a number of 7 variables, 199 subjects.A simple random sampling method was chosen for data collection. The data collection required for this study was done using a localized standard questionnaire consisting of two parts: demographic questions and specific questions in the area of research variables. ResultsThe results obtained show that the cognitive, emotional and behavioral interactions with the brand have a positive and significant influence on the brand equity, with path coefficients of 0.330, 0.410 and 0.751, respectively. brand equity also has a positive and significant influence on customer cognitive, emotional and behavioral loyalty, with path coefficients of 0.894, 0.870 and 0.839, respectively. The Sobel test was used for the significance of the mediating effect of one variable on the relationship between two other variables. Three hypotheses - H7 cognitive path, H8 emotional path and H9 behavioral path - measure the mediating role of brand equity in the relationship between the dimensions of customer interaction and customer loyalty. The cognitive path with a path coefficient of 0.295 and a z- value of 6.183, the emotional path with a path coefficient of 0.356 and a z- value of 7.407 and the behavioral path with a path coefficient of 0.630 and a z-value of 11.18 were confirmed. DiscussionThe present study was conducted with the aim of determining the impact of customers' interaction with the brand via social media on brand loyalty, considering the mediating role of brand equity and the priority of the three cognitive, emotional and behavioral pathways in these impacts. Specifically, the impact of the dimensions of customer interaction with the brand, including cognitive interaction, emotional interaction, and behavioral interaction, on the dimensions of brand loyalty, including cognitive loyalty, emotional loyalty, and behavioral loyalty, was examined under the mediating role of brand equity. ConclusionAccording to the path coefficient, the behavioral path with a path coefficient of 0.630 is the best path to influence the customer's interaction with the brand on brand loyalty. Therefore, the said brands should communicate less emotionally on social media and be more precise so that the content presented on social media creates a sense of fit and congruence between the customer's image and the brand and a positive image of the said companies' brand remains in the customer's mind even when they compare it with other brands. Therefore, the marketing managers of the mentioned brands are recommended to share the latest and trending content and organize and engage in activities that are considered trendy and show the popular, modern and successful personality of social media users so that they can support the customers' need for self-expression.Keywords: Customer Engagement, Customer Loyalty, Brand Equity, Social Media, Beauty Brands
Masoud Taghiabadi; Masoumeh Taghiabadi; Hamid Taghiabadi
Abstract
Social networks have facilitated the online customer engagement of the marketing industry. This research aims to investigate customer engagement in Iranian cosmetics brand pages on Instagram which has been done by quantitative content analysis. The statistical population was all available cosmetic brands, ...
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Social networks have facilitated the online customer engagement of the marketing industry. This research aims to investigate customer engagement in Iranian cosmetics brand pages on Instagram which has been done by quantitative content analysis. The statistical population was all available cosmetic brands, from which five popular brands (May, Calista, Inley, Cinere and Amoutia) were selected and 60 posts analyzed from each brand page. The results indicate that there is a positive and significant relationship between the type of content (Incentive, Promotional, information and entertainment) at the significant level of p <0.001 and customer engagement. Also, there is no significant relationship between content and Interactivity and negative valence with more engagement. Between the Vividness of the posts and the positive valence, the hypothesis was partially supported and indicated its partly impact on customer engagement. The results of multiple regression analysis for the number of likes and comments in the posts show that the total variance of the model and R-squared for these two are 0.668% with F = 15.372 and p <0.001 and 0.410% with F = 7.590 p <0.001, respectively and shows its significance. The adjusted R-squared also shows that 66.5% of the changes of the dependent variable (likes) and 40.6% of the changes of comments are only the result of the effect of the independent variables of the research.
Management approaches in the field of smart
maryam mirsharif; akbar alemtabriz; alireza motameni
Abstract
The evolution of information technology, artificial intelligence, and large volumes of data in web2, led to the formation of a new approach from the convergence of two scientific fields of business intelligence (BI) and social media analysis (SMA), which is called social business intelligence (SBI) ...
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The evolution of information technology, artificial intelligence, and large volumes of data in web2, led to the formation of a new approach from the convergence of two scientific fields of business intelligence (BI) and social media analysis (SMA), which is called social business intelligence (SBI) with some researchers. Growing the number of studies in BI and SMA and the explosion of information, required coherence, integration and summary to knowledge extraction. The purpose of this paper is to recognize the capabilities that are the result of the two scientific field convergence. The bibliometric methods have been used to analyze publications tile 2022 and map the topics trend, historical graph, co-occurrence network and knowledge map of social business intelligence capabilities. The results indicate that the nature of business intelligence studies changes toward the analysis of big social media data and integration of analytical and managerial capabilities in BI with the power of marketing, communication and networking in SM. Also, five clusters of social marketing capability, data analytic capability, knowledge capability, communication capability, and transformational capability have been identified for SBI. About the role of SBI in empowering organizations in the digital era, especially in business related to marketing and innovation goals, it is recommended to equip organizations with this technology and its capabilities.IntroductionThe evolution of information technology, artificial intelligence, and large volumes of data in web2, led to the formation of a new approach from the convergence of two scientific fields of business intelligence (BI) and social media analysis (SMA), which is called social business intelligence (SBI) with some researchers. Growing the number of studies in BI and SMA and the explosion of information, required coherence, integration and summary to knowledge extraction. One of the main topics of interest for business intelligence researchers is big social media data analysis, which brings many capabilities for organizations in the information age. This research has been used the bibliometric analysis method to recognize the capabilities of social business intelligence. Therefore, the social academic network of social business intelligence capabilities has been analyzed in order to gain knowledge about the research field, main topics, evolution path of concepts and a comprehensive view in the expansion of the current limited knowledges.Research Question(s)RQ: What are the capabilities of social business intelligence (SBI)?To answer this question, the following points are followed:1) How are the growth and development of studies in social business intelligence capabilities?2) In what scientific groups have these abilities been used?3) What are the most productive countries, publications, and most cited articles?4) Who are the influential authors in the research field?5) What is the evolution of citations and time trends of concepts in social business intelligence capabilities?6) What are the most important concepts in social business intelligence capabilities?Literature ReviewAlthough business intelligence has developed and grown over the years, the concept of social media-based business intelligence has gained a lot of attention in recent years. First, Studies focus on business intelligence capabilities and dynamic capabilities and the resource base view has been discussed a lot. In some studies, the organizational, technological, and innovational capabilities of business intelligence and the impact of the environment on the success of business intelligence have been explained (Işık et al., 2013), (Ramakrishnan et al., 2016), in group of studies, the positive relationship between dynamic capabilities, managerial capabilities in business intelligence and analysis (BI&A) has been investigated (Torres et al., 2018), in other group of studies, innovative infrastructure capabilities, process capabilities have been addressed to help decision making (Ramakrishnan et al., 2018).In recent years, the nature of studies in business intelligence capabilities has changed towards emerging technologies such as big data analysis, digital businesses, and social media big data. This group of studies focuses on the ability of social media analysis, the impact of social media capabilities in achieving knowledge management; sharing information, communication, facilitating business marketing, achieving competitive intelligence, and the strategic capability of social media in the organization's achievement of innovation. Various researchers have described the analytical aspect of SBI in knowledge extraction, decision making and marketing capabilities of social media base BI that can influence market intelligence, customer needs, and satisfaction (Ghofrani et al., 2018; Hameed et al., 2022; Pourkhani et al., 2019). Nevertheless, Social media data is recognized as the best source of data for business intelligence research (Choi et al., 2020; Tunowski, 2020) that can be used to achieve various goals such as data collection and perception, analytical results, and market goals. However, this research area is still in the early stages of development and needs more studies to mature.MethodologyIn this research, the five-step bibliographic analysis method (Zupic & Čater, 2015) has been developed to achieve the research objectives and extract knowledge about SBI capabilities. despite various studies on social media in business intelligence, there is little understanding of the synergy power of business intelligence and social media and SBI capabilities. thus, to achieve a comprehensive view of the convergence of two scientific fields and their capabilities, the bibliographic analysis has been used to extract the most cited articles, influential authors, most important publications, growth trends, and Thematic evolution. the co-occurrence network analysis of keywords has been used to extract topics' trends. to collect the required metadata, the Web of Science (WOS), the most comprehensive scientific database has been used, and approved by the Scientific Information Society (ISI). Also, the research chain explained by Chio (2020), related to business intelligence and social media analysis, has been used to extract and collect the required data and summarize part of the research literature.ConclusionThe results of the research indicate that in line with the growth of studies in the convergence of the two fields of business intelligence and social media analysis, the upward growth of studies in the capabilities of business intelligence centered on social media analysis is also evident and the increase in the number of studies with the expansion of the use of social media in businesses and big data analysis. The most important clusters identified in the word co-occurrence network are the concepts of social marketing capability, data analysis capability, communication capability, knowledge capability, and strategic capability. In other words, Business intelligence based on social media analysis or social business intelligence includes both capabilities and positive points of using business intelligence inside social media analysis capabilities, in other words, business intelligence capabilities in strategic fields, management, and analysis, are combined with the ability of marketing, expansion of communications and networking in social media. As a result, social business intelligence improves company performance by using artificial intelligence algorithms and big social media data analysis.Acknowledgmentshave been very grateful for the spiritual support of Dr. Eslam Nazemi.Keywords: Business Intelligence, social media, Social Business Intelligence, Bibliometrics, Capabilities.
soraya bakhtiari bastaki; peyman ghafari ashtiani; Ali hamidizadeh; Rasoul Sanavi Fard
Abstract
The growing evolution of social networks with intensified role in the business world and consequently in the advertising in one hand, and the ease of deception in such emerging media on the other hand, have increased the prevalence of deceptive advertising and false claims in the communication and commercial ...
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The growing evolution of social networks with intensified role in the business world and consequently in the advertising in one hand, and the ease of deception in such emerging media on the other hand, have increased the prevalence of deceptive advertising and false claims in the communication and commercial media. In this way, it is difficult for the audiences of social media ads to distinguish between the truthful and deceptive advertising and this can lead to distrust to social media advertising and reduced sales. In this regard, the present research aimed at providing a model for the perceived deception of social media advertising using grounded theory. For the purpose, in-depth and semi-structured interviews were performed among 15 people who had past deception related experiences in their purchase from social networks. Data analysis was undertaken using open coding method and MAXQDA 2020 software. Finally, the research conceptual model was designed based on 8 main categories, 15 sub-categories, and 71 concepts, and it was revealed that social media perceived usefulness and social media ads characteristics as “causes”, and media characteristics as “covariance” were effective on perceived deception. In this regard, customer knowledge and perceived trust were considered as “contingencies”. Consumer attitude was recognized as “condition”, and consumer characteristics was presented as contextual factor for such a process resulting in the occurrence of consumer psychological damage known as individual consequence of social media ads perceived deception.
Mohammad Taghi Taghavifard; roya hejazinia
Abstract
Social media, as an advancement in information technology is one of the most appealing topics to the public sector. Governments need to take measures to profit from this technology so that they can offer the most sought-for today's services. The COVID-19 pandemic and the necessity of providing virtual ...
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Social media, as an advancement in information technology is one of the most appealing topics to the public sector. Governments need to take measures to profit from this technology so that they can offer the most sought-for today's services. The COVID-19 pandemic and the necessity of providing virtual services have additionally highlighted social media technology in public sector. This study aims to propose a social media-based maturity model to deliver sustainable e-government services (e-government 2.0) in developing countries. The various dimensions of the model were identified by using the mixed research approach. For qualitative investigations, data were collected by literature review and semi-structured interviews and thematic analysis. For quantitative assessments, data were gathered through a researcher-made questionnaire and analyzed by a one-sample t-test and the two-way chi-square test. The dimensions of e-government 2.0 maturity model were initial phases (information transparency activities), managed phases (knowledge creation and management), defined phases (participation and collaboration), quantitatively managed phases (activities, real servicing, and transactions), and optimized phases (smartening up service delivery).
Ehsan Kashi; Mehri Shahriari
Abstract
News and rumors about the prevalence of corona virus on social media have a significant impact on people. The aim of this study is to examine the topics discussed by people about corona disease in social media from the beginning of corona prevalence to the present day. The research data were collected ...
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News and rumors about the prevalence of corona virus on social media have a significant impact on people. The aim of this study is to examine the topics discussed by people about corona disease in social media from the beginning of corona prevalence to the present day. The research data were collected from people’s comments in posts related to Corona News on Instagram and analyzed using the method of text mining and clustering. Based on the results of the research, the topics of discussion of the citizens were divided into 10 clusters, which are: Lack of sanitary equipment, lack of attention to quarantine, news and rumors, mental condition, information about symptoms, prevention, control and treatment, government and public actions, lack of personal hygiene, death rate in patients and burial, closure of educational activities And economic problems. Then they were compared with the issues in December and January, when some issues such as access to vaccines, hourly traffic restrictions and the mutated virus were added to the concerns of the people, and some of them were addressed by government measures.
Moein Abdolmohamad Sagha; Morteza Hendijani Fard; Alireza Kooshki Jahromi
Abstract
This paper aims at comparing the banks’ activities in the social networks using the content analysis method. In this study, 54 profiles for 14 external and internal banks in 4 popular social networks are analyzed. The banks are chosen using the purposive sampling method. Results show that most ...
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This paper aims at comparing the banks’ activities in the social networks using the content analysis method. In this study, 54 profiles for 14 external and internal banks in 4 popular social networks are analyzed. The banks are chosen using the purposive sampling method. Results show that most banks use missions/goals on their social page to explain the bank information. They use the augmented product to present the product information. They use the company image to explain corporate identity. They use meetings and conferences to present bank events. They use music style for their videos. They use lifestyle pictures for their photos. They use information support for customer support. They use intimate/ interactive/ harmonious/ poetic style for their slogan and use their campaign albums for their albums. They also use sport and environmental issues to explain their corporate social responsibility. Moreover, they use services as the bank’s marketing messages. They use news announcements to release information. Furthermore, they use social responsibility and public consultation for socialization and finally, they use public partnerships for interactive customer engagement.
Saied Aibaghi Esfahani; Amir Ghafourian Shagerdi; Taghi Vahidi; Behnaz Daneshmadn
Abstract
Social media is a modern ICT tool that is used today in many countries, including in our country, and uses many users of this platform to carry out marketing-related activities. This study, considering the importance of social media in marketing, examines the effect of competitive strategies on the performance ...
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Social media is a modern ICT tool that is used today in many countries, including in our country, and uses many users of this platform to carry out marketing-related activities. This study, considering the importance of social media in marketing, examines the effect of competitive strategies on the performance of active marketers in social media, with the role of moderating variable of organizational features. The statistical population in this research is a number of social media marketers in Mashhad, with a sample size of 384 tons, using Morgan table. The research method is descriptive / cross-sectional and in terms of purpose, the data have been gathered using the standard organizational performance questionnaire Hersey and Goldsmith(2003) and the Organizational features and Organizational Strategies Questionnaire, Oyewobi et al (2016). The results of the analysis of data using Structural Equation Modeling (SEM) method using Smart PLS software showed that, first, the dimensions of organizational features (organizational structure, management style, decision making style) and competitive strategies (strategy of differentiation, Cost leadership strategy, focus strategy) has an impact on the performance of active marketers in social media, and secondly, competitive strategies through the moderating variable of organizational features affect the performance of active marketers in social media.
Zohreh Dehdashti Shahrokh; Mahmoud Mohammadian Mahmoudi Tabar; Masoud Keimasi; Ali Asghar Sajedifar
Abstract
Rapid developments of the internet and the increasing growth of social media have provided new opportunities for today's businesses. Using these media, organizations can build up deep and lasting relationships with their customers. Moreover by engaging customers with their brand, they can create positive ...
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Rapid developments of the internet and the increasing growth of social media have provided new opportunities for today's businesses. Using these media, organizations can build up deep and lasting relationships with their customers. Moreover by engaging customers with their brand, they can create positive outcomes for themselves, customers and society. Accordingly, this study seeks to identify Antecedents, dimensions, and consequences of customers brand engagement in social media in the banking industry. In order to achieve the goal, In-depth interviews were conducted with customers who following one or more banks on social media, and data analysis was performed by using content analysis method. The results of the research were presented in a research model consisting of three divisions of Antecedents (individual, organizational and media), consequences (individual, organizational and social) and dimensions of customers brand engagement. Finally this study provided suggestions to use these media to engage customers.
Shaban Elahi; Azam Sorani; Ali Rajabzadeh
Abstract
Knowledge management (KM) makes noticeable changes in different levels of new organizations. Human components related to knowledge sharing and workers motivation are two important components in successful implementation of knowledge management systems. The aim of this study is to determine the situation ...
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Knowledge management (KM) makes noticeable changes in different levels of new organizations. Human components related to knowledge sharing and workers motivation are two important components in successful implementation of knowledge management systems. The aim of this study is to determine the situation of knowledge sharing and workers motivation, before and after of implementing knowledge management system and to present a framework for companies active in chilling industry. In this study, we extracted and examined 9 components consist of social interactions, culture, subjective norms, social media, efficient knowledge, helping enjoyment, trust, feedback, and perceiving the usefulness of social media. Also, a framework was presented for knowledge sharing and workers motivation and according to this framework the situation of these two components was indicated before and after implementation of knowledge management system in 2 companies active in chilling industry. As a result, this framework can indicate the situation of knowledge sharing and employees’ motivation before and after implementation of knowledge management in an organization and can help private organizations to improve their current situation. The results showed that employee motivation and knowledge sharing after implementation of KM in comparison with the previous one has a significant difference and improved. With the help of this framework, the chilling industry can examine the impacts of KM implementation on employees’ motivation and knowledge sharing.
Fateme Mobasher Rad; Nasim Ghanbar Tehrani
Abstract
NGOs can benefit from crowd funding to achieve their prospects, since they are independent from government resources. The ever-increasing advances in Internet technologies and human interest in using social media is the main strengths to be considered. The purpose of this paper is to investigate the ...
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NGOs can benefit from crowd funding to achieve their prospects, since they are independent from government resources. The ever-increasing advances in Internet technologies and human interest in using social media is the main strengths to be considered. The purpose of this paper is to investigate the factors affecting the function of social media on the success of crowd funding of charity institutions, which is performed based on the grounded theory. In this regard, due to the lack of literature, the results of annual reports from countries and research centers and the experiences of charity financial managers have been studied and by reviewing articles line by line, content analysis coding has been done. The components have been sorted in 8 categories, validated and then shown in paradigmatic model and hypotheses were launched. The results show that the existence of a coherent financing strategy, efficient media management, and the credibility of fund are the reasons for the successful establishment of the project in the field of information technology and the proper use of the media, and the media advertising and communication with the funders provide a structural context for growth. This causes that the content be understood and needed budget be successfully funded.
