Journal of value creating in Business Management

Abstract Abstract The purpose of this research is to provide a model of the impact of internal marketing on the performance of the banking industry based on the data-based theory method. The research method is applicable in terms of the purpose, and qualitative in terms of the implementation method, based on the inductive approach. The statistical population of the research includes 8 experts of the banking industry, and the sampling was done in a targeted manner and the interviews continued until reaching theoretical saturation. Semi-structured interview was used in this research. To collect and analyze the data, the foundation's data theory research strategy was used. For data analysis, MAXQDA 2020 software was used to code the interviews. The results indicated that a total of 5 components of job security, training, employee motivation and satisfaction, positive communication, development and reward were identified as internal marketing features in the banking industry, and 14 components were identified and extracted in the form of causal conditions (establishing constructive interaction between employees and managers, generous rewards, employee empowerment, management support), foundational conditions (organizational leadership and management, human resource management measures, organizational culture), interventions (political climate, organizational costs), strategies (promotion of customer-oriented culture, person-job fit), and outcome (human development, value creation, increased commitment). Extended Abstract Introduction With the increasing demand for banking services in the society and the competition to maintain the interests of the country's banks, especially in the private banks, each bank, in some way or other, tries to attract people as customers within their financial system in order to benefit from the resulting benefits. Therefore, the success of all banks, governmental or non-governmental, is influenced by several factors; one of the most important of which is customer satisfaction, in order to achieve excellence in business; and this customer satisfaction is one of the basic requirements of quality management systems (Akbari, 2019). An important issue in marketing management is the relationship between internal marketing and business success; internal marketing as a construct or concept is not universally accepted. One of the key features of internal marketing is its connection with the performance of the organization (Tahmasbi et al, 2019). In the banking industry, the role of human capital in providing services is quite significant. Employees in this industry facilitate the implementation of the organization's strategies and superior performance through effective interaction with customers. Therefore, the solution to guarantee the excellent performance of the organization should be sought in the successful activation of human capital; and in order to achieve the goal of providing productive financial resources for the organization, the work should start by paying attention to the employees, that is, those who interact with customers and take care of their affairs. In this aspect of the activity of service organizations, the issue of internal marketing is raised (Naami & Mazhari, 2014). Based on this, the current research is looking for an answer to this question: What is the model of the effect of internal marketing on the performance of the banking industry based on the data-based theory method?   Theoretical Framework Marketing Marketing is a set of activities and processes of creating, transferring, sending and exchanging everything valuable for customers, clients, business partners, and society as a whole. Marketing does not start with a new idea or an innovative product, but it is the beginning and end of every business, and the focus of marketing is also the customer (Hoseini et al, 2022). Internal marketing Internal marketing is defined as the use of a marketing perspective to manage the organization's human resources. To have high-quality services, employees must be motivated, which requires that internal marketing precedes external marketing because internal marketing depicts a win-win cooperation between employees and the company (Imani et al, 2020).  Zamaniyan & Yazdani Rad (2023) investigated the impact of internal marketing on competitive advantage by considering the mediating roles of strategic market tendencies, brand and value in the banking sector. The results of the structural equation model test showed that internal marketing directly has a positive effect on competitive advantage. Internal marketing has a positive and significant impact on competitive advantage indirectly through the roles of strategic orientations including market orientation, brand orientation, and value orientation. Sahraei & Mafibalani (2023) investigated the role of using electronic marketing and information technology in the business of Minoo food industry during the period of economic recession. The results of the survey showed that information technology support has a positive and significant effect on the business of Minoo food industry in the economic recession. The knowledge of information technology does not have a positive and significant effect on the business of Minoo food industry in the economic recession. The managerial beliefs of marketing preparations and the implementation of electronic marketing have a positive and significant effect on the business of Minoo food industry in economic recession conditions, and information technology and electronic marketing have a positive and significant effect on the business of Minoo food industry; but with the introduction of economic recession adjustment, no significant effect was observed.   Research methodology The research method is applicable in terms of the purpose, and qualitative in terms of the implementation method, based on the inductive approach. The statistical population of the research includes 8 experts of the banking industry, and the sampling was done in a targeted manner, and the interviews continued until reaching theoretical saturation. Semi-structured interview was used in this research. To collect and analyze the data, the data-based theory research strategy was used. Research findings For data analysis, MAXQDA 2020 software was used to code the interviews. The results indicated that a total of 5 components of job security, training, employee motivation and satisfaction, positive communication, development and reward were identified as internal marketing features in the banking industry; and 14 components were identified and extracted in the form of causal conditions (establishing constructive interaction between employees and managers, generous rewards, employee empowerment, management support), foundational conditions (organizational leadership and management, human resource management measures, organizational culture), interventions (political climate, organizational costs), strategies (promotion of customer-oriented culture, person-job fit), and outcome (human development, value creation, increased commitment). Conclusion The current research was conducted with the aim of providing a model of the effect of internal marketing on the performance of the banking industry based on the data-based theory method. The results of this research are consistent with the results of Kim et al, (2016), Bahmani & Iman Khan (2018), Zamaniyan & Yazdani Rad (2023), Mohammadi et al, (2022), Asayesh & Famili (2022), Mazzarolo et al, (2021), Kakai et al, (2021). Rustaei et al, (2022) stated in their research that in today's growing and competitive world among banks, the motivation of employees and their individual improvement and acceptance of their needs before the organization has become a big issue. On the other hand, in order to create a distinctive image among customers, the bank should pay much attention to the category of internal marketing and better performance of financial interest; because effective performance leads to differentiation between private banks in the eyes of customers. It is necessary to pay attention to the needs and conditions necessary to provide a suitable platform for the expansion of internal marketing and to attract the participation of employees in order to create organizational commitment among employees. According to the research results, the following suggestions were made: - Setting up training courses or holding seminars in this regard for bank managers and employees in the field of internal marketing - Surveying employees and managers regarding the level of satisfaction of internal and external customers with their performance and creating a database in this field - Updating it regularly and examining the problems of employees and managers in the field of internal marketing and making appropriate decisions to solve them.

Abstract The purpose of this research is to present a qualitative model of the use of social media influencers in the behavior of consumers in the luxury cosmetics industry. According to its purpose, the research method is practical, and in terms of implementation, it is qualitative, based on the foundation's data method. The statistical population of the research includes 15 managers of advertising companies with at least 5 years of work experience, managers of online stores in social media and university professors in the field of marketing management who had research. The sample size was conducted with the logic of theoretical sampling and judgmental method and through semi-structured interviews of experts in the field of advertising, and the interviews continued until reaching theoretical saturation. A semi-structured interview was used to collect information. MAXQDA software was used to code the data. The results showed that social media marketing had a total of 11 factors and 93 components extracted and identified. Identified factors include: causal conditions (changes in the way of marketing, technological changes, people's biological changes), central phenomenon (the process of using social media influencers), background and background factors (characteristics of social media influencers, brands), intervening factor (government factors, social insight from social media), strategic factor (using different marketing strategies, measuring influencers' advertising success), consequence (advertising effectiveness). Extended Abstract Introduction Recently, social media channels that have visual content, simple search and quick response have become increasingly popular (Masuda et al, 2022). The amount of time people spend on social media channels has also increased significantly (Arora et al, 2019). The reduction of advertisements in traditional media has led to the growth of social media strategies such as marketing with influential people (Bhaumik & Meng, 2022). In fact, the goal of marketing through influential people is to find a suitable person who can be a good ambassador for introducing the brand and his audience will become potential customers of the respective brand (Kim & Kim, 2022). Influential marketing is a type of marketing in which direct communication is not established with the audience and messages are not sent directly to the audience (Zedan & Salem, 2016). Instead, companies choose the key people of the audience community and convey their messages to the audience through them (Zhang & Huang, 2022). Marketing through influential people can also market diverse products and services, which affects the credibility gained over time (Farivar & Wang, 2022). Luxury goods are part of a new social protocol in which one's identity and self-esteem are determined by visible brands (Cho et al, 2022). Luxury is defined as the highest level of authentic brands including several physical and psychological values. The fundamental motives for acquiring luxury brands are related to interpersonal aspects as well as hedonic factors (Wiedmann, Hennigs & Siebels, 2009). Competition in luxury brands is increasing day by day in the current market (Botonaki et al, 2016). In this competitive scene, luxury brands must understand the attitudes and values ​​of their customers in order to survive, because customers are looking for values ​​beyond ordinary products when consuming luxury goods (Lou et al, 2022). Based on this, the current research is looking for an answer to this question: What is the qualitative pattern of using social media influencers in the behavior of consumers in the luxury cosmetics industry? Theoretical framework Social media These days, when we talk about social media on the Internet, we are actually talking about a virtual and intangible type of human communication network (Nekmahmud et al, 2022). Social media has attracted billions of active users and accumulated masses of users that are increasing exponentially (Gutierrez et al, 2023). Online social media sites usually include a set of user accounts where registered members can post information that they want to share with others (Khodayari et al, 2021). Users are generally involved with two concepts of creating new content or content created by others (Chegini, 2021). Advertising through influencers Today, based on the attraction marketing methodology, what is important for marketing managers is to convert the visitor into a customer, then into a loyal customer, and finally into a promoter (Sajadi et al, 2015). To achieve this goal, various techniques are used, of which marketing through influential people or influencer marketing is one of them (Shekarchi & Valikhani, 2021). In fact, influence marketing is a branch of marketing that focuses on the potential of influential and famous people to direct the brand message to a larger market (Chan et al, 2023). Ren et al, (2023) investigated the effectiveness of endorsement by different social media influencers: the moderating effect of brand competence and warmth. The researchers' findings show that endorsements from influencers who take on an entertaining role attract more engagement (in terms of views, likes, and comments) than endorsements from influencers who are informative. Yeik et al, (2022) have conducted a study under the title of effective social media marketing: the moderating role of materialism. The results show that the trustworthiness and expertise of social media influencers are important predictors for the purchase intention of followers. Furthermore, the moderating effect of materialism on the relationship between attractiveness and purchase intention is significant. It is noteworthy that the effect of attractiveness on purchase intention is greater when materialism is high.   Research methodology According to its purpose, the research method is applicable, and qualitative in terms of implementation, with an exploratory nature. The data theory of the foundation was used in this research. The statistical population of the research consists of 20 specialists, experts and knowledgeables in the field of social media marketing, and university professors; and sampling was done using the logic of theoretical sampling and judgmental method, with a total of 15 people were interviewed, and theoretical saturation was achieved from the 14th interview onwards. Research findings The research data were analyzed in three main stages: open coding, central coding and selective coding. MAXQDA software was used for analysis. The results showed that social media marketing had a total of 11 factors and 93 components; extracted and identified. Identified factors include: causal conditions (changes in the way of marketing, technological changes, people's biological changes), central phenomenon (the process of using social media influencers), underlying and background factors (characteristics of social media influencers, brand characteristics), the intervening factor (government factors, social insight from social media), the strategic factor (use of different marketing strategies, measuring the success of influencers' advertisements), the consequence (advertising effectiveness). Conclusion The purpose of this research is to present a qualitative model of the use of social media influencers in the behavior of consumers in the luxury cosmetics industry. The results of this research are consistent with the results of Shekarchi & Valikhani (2021), Naghash et al, (2021), Kim & Kim (2022), Tahirah et al, (2020), Venus et al, (2019), Arora et al, (2019) Shoja et al, (2022), Khodayari et al, (2021), Arora et al, (2019). The model strategies of using social media influencers in the behavior of consumers of the luxury cosmetics industry include the use of different marketing strategies and measuring the success of influencers' advertisements. Businesses without a proper strategy for marketing through social media may publish posts on social media without a specific goal and just to complete the assignment, without knowing what goals they are pursuing or who the target audience is. With this method, no results will be obtained from social media marketing. For this reason, they must determine a specific strategy for the progress of the work. Social media is always evolving with the emergence of new platforms and the addition of different features to the platforms. Marketing in social media, like any profession, expertise or strategy, has its own advantages that make people who are looking to create or develop their business enter this field. According to the results obtained from the research, it is suggested: 1) Increasing the skills of managers and employees of the brand marketing unit, increasing the experience and knowledge of managers and employees of the marketing unit, paying attention to the policy, and type of management of brand managers. 2) Production of products in line with customer interests. 3) Polite treatment of influencers in social media, use of correct words and observance of social etiquette in providing valuable content for customers. 4) Serious attention of Influencers to the originality of the content and non-copying and imitating the content created by others, as well as transparency and non-hiddenness during advertising.