Mohammad Saleh Torkestani; Zohreh Dehdashti Shahrokh; Iman Raeesi Vanan; Fatemeh Golshan
Abstract
Providing valuable information in the form of attractive content and interaction with customers is one of the most important elements of content marketing. The most important factor in the success of content marketing is answering to the question of what causes the audience to engage in content. Despite ...
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Providing valuable information in the form of attractive content and interaction with customers is one of the most important elements of content marketing. The most important factor in the success of content marketing is answering to the question of what causes the audience to engage in content. Despite numerous researches in the field of identifying the dimensions of engagement and motivators of audiences to engage with content, the audience engagement is still one of the most important concerns of actors in the field of content marketing and they are looking for effective ways to identify factors affecting the promotion of audiences' engagement. The present study, using Meta - synthesis method based on the Sandelowski and Barros (2007) model, identifies influential indicators of content marketing on promoting the audience engagement. For this purpose, studies according to years 2003 – 2019 were collected and the papers that did not obtain the intended criteria were excluded from the study. Finally, the findings of 45 papers were selected. By classification of identified codes, 23 categories were identified in 4 dimensions including engagement, categories related to content features, categories related to content writer and other user's reactions. Among all identified categories, the possibility of content personalization for each audience, the sentiment embedded in content and the history of content, the membership level of writer and his/her identity in the online community made the highest priority.
Mitra Daneshparvar; Zohreh Dehdashti Shahrokh
Abstract
Today, we see the great impact of social networks on the purchase of many products in various industries. One of the industries that has been affected by social networks in recent years is the clothing industry. Therefore, this study seeks to identify the factors affecting the purchase of clothing in ...
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Today, we see the great impact of social networks on the purchase of many products in various industries. One of the industries that has been affected by social networks in recent years is the clothing industry. Therefore, this study seeks to identify the factors affecting the purchase of clothing in social networks and to develop a model of consumer shopping behavior in social networks for the clothing industry. In this research, a combined method has been used. In the qualitative section, through interviews with clothing sellers active in social networks, texts were prepared and coded, 46 concepts were identified, which were classified into four main categories and 16 sub-categories and presented in the form of a prototype. In the quantitative part, based on the initial model, a questionnaire was developed and distributed to 385 clothing buyers in networks, and the final model of consumer purchasing behavior for purchasing clothing through social networks was presented. The results showed that individual factors, company-related factors and social and cultural factors directly and also with the mediating role of trust, had a significant effect on the consumer's decision to buy clothing, followed by a significant effect on loyalty, repurchase and Advise others to buy through social media.
Mohammad Reza Taghva; Masoud .Zohrabi; Zohreh Dehdashti Shahrokh
Abstract
Sustainable development is one of the important aspects of any society's progress to maintain resources for future generations, to continue to develop and to benefit from clean land, and to use sustainable development with the environment. Green Information Technology (GIT) is a way to achieve ...
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Sustainable development is one of the important aspects of any society's progress to maintain resources for future generations, to continue to develop and to benefit from clean land, and to use sustainable development with the environment. Green Information Technology (GIT) is a way to achieve these goals, which, in addition to providing sustainable development, assures the organization in organizational sustainability that it means sustaining the success and satisfaction of the stakeholders and adapting its behavior to the environment. This research seeks to design a model for the development of organizational sustainability through GIT. This study is an applied research from the objective point of view and a descriptive research based on the research method which is a mixed type. First, using the literature review and qualitative analysis, the indicators and components of GIT and organizational sustainability were extracted. Then, using 32 experts’ points of view, the indicators were evaluated through three stages of Delphi method. Sampling method at this stage was snowball. To implement the quantitative method, an online questionnaire was designed and forwarded to the statistical population including experts, senior managers of IT, and experts in the field of IT in the country. A total of 198 valid questionnaires were received and analyzed using structural equation modeling and partial least squares method. The results indicate that GIT with dimensions (green preparedness, ICT as enabler (low carbon), green actions and activities, GIT cycle management, organization of green data centers, green information monitoring) can be used for sustainability of organizations.
Zohreh Dehdashti Shahrokh; vahid Nasehifar; Vahid Khashei; Mitra r Daneshparvar
Abstract
Nowadays, some customers tend to buy clothes through social networks, and several factors affect this willingness. One of the important factors influencing people's willingness to buy clothing through social networks is social and cultural factors. Hence, this research seeks to examine the role ...
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Nowadays, some customers tend to buy clothes through social networks, and several factors affect this willingness. One of the important factors influencing people's willingness to buy clothing through social networks is social and cultural factors. Hence, this research seeks to examine the role of social and cultural factors in the purchase of clothing through social networks. In this research, a mixed method has been used. In the qualitative section, texts were transcribed and coded through literature reviews and interviews with active vendors in social networks. The components were categorized into 4 final categories and then presented in the original model. In the quantitative part, based on the original model, a questionnaire was prepared and distributed among 385 apparel buyers in the networks. For data analysis, structural equation method and to examine the mediating role, Sobel test were used. The results showed that friends' recommendations, affirmation of others, and social conditions have a significant effect on the trust of individuals in social networks, and the trust of individuals has a significant effect on the consumer's willingness to buy clothing through social networks.
Zohreh Dehdashti Shahrokhi; Pedram Behyar
Abstract
Virtual communities are very impressive in the activities associated with the business and broad access to consumers. In this regard, providing the antecedents and consequences of consumers' participation in virtual communities can be effective in the competitive environment from the cognitive ...
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Virtual communities are very impressive in the activities associated with the business and broad access to consumers. In this regard, providing the antecedents and consequences of consumers' participation in virtual communities can be effective in the competitive environment from the cognitive aspects of consumer behavior. The purpose of this study is considering the antecedents and consequences of consumers’ participation in virtual communities. The research method was mixed one in a way that in the qualitative section semi-structured interviews with 14 experts was performed and after analyzing the results using the content analysis technique, the designed model in the sample size of 384 persons was tested quantitatively. The results of this study showed that individual and social backgrounds, services provided by the web site, our willingness, attitude and intentions have a significant impact on participation. Considering the implications of participation, we-intentions to participate in virtual communities have a negative impact on communication with family and friends, as well as less use of other media, but increases consumer information.v
