Journal of value creating in Business Management

Abstract Abstract The purpose of the present study is to design an interactive content marketing model with an emphasis on its role in shaping the purchasing decisions of digital consumers in Iraq. In terms of purpose, this research is applicable, and in terms of execution, it is qualitative; the adopted strategy is exploratory, and the method utilized is thematic analysis. The research population consists of 21 faculty members and experts in the field of digital and interactive marketing in Iraq, selected based on purposive sampling and the data saturation technique. The data collection tool is semi-structured in-depth interviews. For data analysis, thematic analysis and MAXQDA software were employed. The findings of the thematic network analysis revealed 6 organizing themes, 14 basic themes, and 58 primary codes as the components and categories of interactive content marketing with an emphasis on its role in shaping digital consumers’ purchasing decisions. The (organizing) themes were presented in 6 dimensions: strategic factors, consumer factors, brand factors, consumer value-creation attitude, content personalization strategy, and responsiveness and feedback. The results indicated that interactive content marketing, as an emerging and effective strategy, plays a significant and influential role in shaping and strengthening the purchasing decisions of digital consumers. Introduction In the current digital age, social networks have become one of the primary hubs for interaction, communication, and information exchange between businesses and consumers (Zamani et al., 2022). These platforms are not only used as a base for marketing and advertising but have fundamentally transformed the nature of marketing communications through their interactive capabilities (Bazi et al., 2020). Meanwhile, the concept of “Interactive Content Marketing” has emerged as a novel and effective strategy, capturing the attention of researchers and marketing professionals. Unlike traditional methods that were largely based on one-way message dissemination, this type of marketing emphasizes creating a two-way dialogue, encouraging active audience participation, and crafting personalized experiences. On the other hand, the consumer purchasing decision process, especially in the digital context, has undergone significant transformations (Lou & Xie, 2021). Today, digital consumers go through complex stages of information searching, option comparison, evaluating other users’ opinions, and interacting with brands in online spaces—particularly social networks—before taking action to buy. This process is not a simple linear sequence but rather a cyclical and dynamic path where the customer moves repeatedly between stages of awareness, consideration, evaluation, and action (Chang et al., 2025). This necessitates a deeper understanding of the factors influencing the formation of these decisions. Despite the increasing importance of interaction in virtual space, few studies have specifically examined the role of “interactive content” in shaping purchasing decisions within the context of developing markets like Iraq (Bianchi & Andrews, 2023). One of the concepts that marketers currently focus on regarding consumer consumption behavior is the creation of pleasant experiences and their impact on consumer behavior. Creating diverse experiences as a vital element in marketing strategies can create value and lead to a competitive advantage (Holliman & Rowley, 2024). The process of online shopping involves purchasing goods directly from the seller without intermediaries, which can be defined as the activity of buying and selling goods via the internet. Online shopping transactions provide customers with a variety of products and services, allowing them to compare these products with those of other intermediaries and select the best option (Daroch et al., 2021). In the Middle East region, and specifically in Iraq, the rapid expansion of internet penetration and smartphone usage has led to the emergence of a massive population of digital consumers who perform a significant portion of their daily activities—including searching for product information, interacting with brands, and shopping—through social networks. The Iraqi market, with its young and tech-savvy population, provides a dynamic environment for studying digital phenomena. Specific socio-cultural characteristics of this market, including the importance of word-of-mouth communication, trust in personal recommendations, and the strong role of family and community in decision-making, have made the potential of social networks and interactive content in influencing consumer behavior highly significant in this country (We Are Social & Hootsuite, 2024). Therefore, the present study seeks to answer the following scientific question: What is the interactive content marketing model with an emphasis on its role in shaping the purchasing decisions of digital consumers in Iraq? Theoretical Framework Interactive Marketing Interactive marketing is an innovative form of marketing in which audiences can engage and communicate with your content. In this approach, a brand provides a relevant and appropriate response based on the specific actions and movements of each customer and audience member. This method allows brands to act more creatively and tell more compelling stories, thereby attracting a larger audience. Unlike outbound marketing methods, interactive marketing creates an environment where customers and the brand can engage in a two-way dialogue (Lufkin, 2024). Zhu et al. (2026) investigated the design of a content marketing process model aimed at strengthening customer purchase intention. The results of this research indicated that to achieve modern marketing based on social media—characterized by two-way interactive dialogues and feedback reception (a many-to-many communication system)—organizations should prioritize these elements in their information dissemination, advertising, and health tourism marketing programs. Ahmadi alinoudehi et al. (2026) analyzed the dimensions and components of digital transformation management based on Artificial Intelligence (AI). The results of their study indicated that AI-based digital transformation management is designed within four overarching categories: “contextual requirements,” “digital infrastructure,” “digital transformation management process,” and “organizational capital.” These include 12 organizing categories: “ethical requirements,” “cultural requirements,” “organizational requirements,” “hard digital infrastructure,” “soft digital infrastructure,” “digital transformation management process,” “digital transformation planning,” “prototyping,” “learning,” “human capital,” “process capital,” “structural capital,” and “social capital,” comprising a total of 73 basic categories. Methodology In terms of objective, this research is applicable, and regarding its execution, it is qualitative. The adopted strategy is exploratory, and the chosen method is thematic analysis. The research population consists of 21 faculty members and experts in the field of digital and interactive marketing in Iraq, selected through purposive sampling utilizing the data saturation technique. The data collection instrument employed is semi-structured in-depth interviews. Research Findings Data analysis was conducted through the thematic analysis method and MAXQDA software. The findings from the thematic network analysis identified 6 organizing themes, 14 basic themes, and 58 primary codes as the components and categories of interactive content marketing, emphasizing its role in shaping the purchasing decisions of digital consumers. The organizing themes were categorized into six dimensions: strategic factors, consumer factors, brand factors, consumer value-creation attitude, content personalization strategy, and responsiveness and feedback. The results demonstrated that interactive content marketing, as an emerging and effective strategy, plays a vital and influential role in shaping and reinforcing the purchasing decisions of digital consumers. Conclusion The present study was conducted with the aim of designing an interactive content marketing model, emphasizing its role in shaping the purchasing decisions of digital consumers in Iraq. The results obtained from these findings are consistent with the research of Zhu et al. (2026), Ahmadi Alinoudehi et al. (2026), Jalalzadeh et al. (2025), Abolhasani Abrghan & Dadash Karimi (2025), Bagher Mosavi & Fadai (2024), Shakeri (2024), and Zamani et al. (2022). Notably, Zhu et al. (2026) demonstrated that to achieve modern marketing based on social media—characterized by two-way interactive dialogues and feedback reception (a many-to-many communication system)—organizations must prioritize these elements in their information dissemination, advertising, and health tourism marketing programs. Based on the research results, it is suggested that to reach the optimal state of marketing and customer loyalty, organizations should involve their employees across various fields and departments. The company should supervise and participate in business operations and the mapping of employees’ professional futures, while simultaneously pursuing competitive excellence in its programs.

Abstract Abstract The present study aimed to identify and explain the medical tourism marketing pattern with an emphasis on the quality of medical services. This study was designed in terms of qualitative methodology and based on a phenomenological approach to examine in depth the experiences and perspectives of experts in the field of medical tourism and managers of medical centers and hospitals with international units. The statistical population included academic experts and managers of medical centers in Tehran, and by conducting fifteen semi-structured interviews, the researcher achieved theoretical saturation. Data were collected and conceptually analyzed using an interview protocol, and to ensure validity and reliability, triangulation techniques, research audit, and data analysis by several independent coders were used. The findings showed that several factors, including competitive treatment costs, quality of services, access to specific specialties, effective marketing, provision of after-treatment services, and use of communication technologies, play a decisive role in patients' experience and satisfaction. The results of the study can help managers and policymakers to improve the quality of medical services and medical tourism marketing by designing effective strategies, improving the monitoring and nursing system after treatment, and paying attention to the experience of foreign patients. Introduction Medical tourism is one of the emerging and growing areas in the health and tourism industry that encourages patients to travel to destinations outside their home area to receive medical, diagnostic, or cosmetic services (tang et al., 2025). This type of tourism does not only include receiving medical services, but also the patient experience includes after-treatment care, interaction with personnel, use of new technologies, and benefiting from ancillary services such as accommodation and transportation. The importance of aftercare in medical tourism is twofold, as foreign patients do not have direct access to healthcare providers after returning to their home country, and follow-up on treatment status requires coherent and reliable systems (Tran & Rudolf, 2022). This area includes patients’ travel to receive diagnostic, therapeutic, rehabilitation or cosmetic services outside their place of residence, and the patients’ experience in this process is influenced by a set of medical, financial, cultural and social factors. Patients’ decision to choose a treatment destination depends above all on the quality of healthcare services and competitive costs. Providing high-standard healthcare services, the reputation of hospitals and the experience and expertise of doctors, along with transparent pricing of medicines and appropriate treatment packages, increases patients’ trust and strengthens their motivation for medical travel (kumar et al., 2025). In addition, access to specific specialties and modern information and communication technologies play a key role in the patients’ experience. Patients often seek treatments that are limited or unavailable in their home country, and the use of online technologies, such as consultation platforms and telemedicine services, provides easy access to information and specialized consultations before and after treatment. In addition to facilitating treatment planning, these reduce concerns and increase patient satisfaction (Cynthia et al., 2025). Medical tourism marketing, as one of the determining factors in attracting foreign patients, improves the treatment experience by providing special treatment packages, targeted advertising, and attention to the patient's culture and language. Creating user-friendly websites, displaying the cultural and social environment of the destination, and providing the possibility of comparing services and prices, helps patients make informed decisions. Also, paying attention to the patient's culture and language and providing multilingual services facilitates effective communication between patients and medical staff and increases their satisfaction (Hanna et al., 2021). Aftercare services and monitoring and care systems are also vital components of medical tourism. Tracking patients’ condition, providing rehabilitation and aftercare services, conducting periodic surveys, and analyzing feedback improve the quality of services and enhance the patient experience. Also, establishing quality control systems and continuous monitoring of the services provided play an important role in standardizing treatment and increasing the credibility of medical centers. These measures not only improve the quality of services, but also increase competition between medical centers and the sustainable development of the medical tourism industry (sadatreshadi et al., 2025). Given the increasing growth of medical tourism globally, hospitals and medical centers are facing the challenge of competing to attract international patients. Many medical centers lack a comprehensive model for effective marketing and managing the experience of foreign patients, and insufficient information about service quality, costs, and specialties reduces patient trust and choice. Also, the lack of monitoring and providing post-treatment services reduces the opportunity for patients to return and repeat visits. Therefore, the researcher seeks to answer the question: What is the medical tourism marketing model with an emphasis on the quality of medical services, a qualitative approach: phenomenology? Theoretical Basis Medical Tourism Medical tourism is an emerging and growing branch of health tourism that has attracted the attention of many researchers and decision-makers in the field of health and tourism in recent decades due to the development of medical technologies, increasing the quality of health services, and the globalization of access to information. In this type of tourism, patients travel from their place of residence to another destination in order to receive medical, diagnostic, or cosmetic services, and their experience includes a set of medical interactions, welfare services, and travel experiences. This phenomenon is not only considered an economic opportunity for countries, but also a tool for improving the quality of health services and improving the patient experience (yu et al., 2025). Research Background Farzinmehr et al. (2025) studied "Providing a marketing model for health tourism with an emphasis on medical equipment". The findings showed that economic and policy factors indirectly affect marketing development through infrastructure and service quality. Infrastructure conditions have a positive and significant effect on service quality, patient experience, and marketing development, but its direct effect on destination image was not significant. Service quality indirectly affects marketing development through patient experience, and marketing and destination image directly enhance the development of health tourism. Emami et al. (2025) studied "Designing a Customer Relationship Management Model Based on Artificial Intelligence in Digital Marketing of Services in the Health Tourism Industry". The results of the study showed that the causal conditions in the study include promoting market competition, improving relationships, automatic data analysis, empowerment; and the contextual conditions include customer data management, intelligent services. Methodology The present study was designed to investigate the effective factors in medical tourism marketing, which is qualitative and based on a phenomenological approach. This approach allows the researcher to deeply understand the experiences, perspectives, and meanings of phenomena from the perspective of informed and relevant individuals in the field of medical tourism and to achieve conceptual analysis and accurate inference from the data. The statistical population of this study included two groups of experts and stakeholders in the field of medical tourism: first, academic experts who had scientific and research publications in the field of medical tourism marketing, and second, managers of medical centers and hospitals that had international units and were active in the field of medical tourism in Tehran. By conducting fifteen semi-structured interviews, the researcher reached a level of theoretical saturation; meaning that the information obtained was repeated and receiving new data did not provide additional and new information. The average time for each interview was about 60 minutes, and the sample composition included 7 women and 8 men with bachelor's, master's, and doctoral degrees and with different employment statuses, all of which are reflected in Table 1. The data collection tool in this study was a semi-structured interview protocol. This tool allows the researcher to clearly ask the main questions while maintaining the flexibility to follow up on emerging issues and unique responses from participants. Research findings The research findings show that high quality of healthcare services, competitive costs, and access to specific specialties play a major role in attracting foreign patients. Also, positive experiences of previous patients and the provision of transparent and accessible information increase patients’ trust and facilitate their decision-making to choose a treatment destination. Providing after-treatment services and patient monitoring improves patient satisfaction and return. Finally, combining these factors with targeted marketing and multilingual information forms a successful model for medical tourism. Discussion and Conclusion The results showed that the quality of healthcare services plays a major role in choosing a treatment destination. The credibility of doctors, their experience and expertise, and compliance with international standards increase patients’ trust and satisfaction. Studies by Kumar et al. (2025) show that improving the quality of treatment not only increases the level of patient satisfaction, but also leads to patients returning and recommending them to others. Therefore, implementing quality control systems and continuous training of staff is a vital strategy for the development of medical tourism. The results showed that competitive costs and transparency in prices are one of the most important drivers of choosing a treatment destination. International patients are looking for high-quality services at an affordable price, and comparing costs with the country of origin plays a decisive role in decision-making. The findings of Wang et al. (2023) emphasize that providing transparent treatment packages, discounts and various insurances increase the competitiveness of medical centers and facilitate improved marketing. Access to specialists and medical centers with unique capabilities, such as complex surgeries or innovative treatments, plays a key role in attracting foreign patients. Studies by Emami et al. (2025) have shown that foreign patients are more likely to seek out centers that are able to provide specialized services. Attracting experienced specialists, providing training courses, and introducing specialties in marketing are effective factors in the development of medical tourism. The results showed that positive experiences of previous patients, especially through online feedback and social networks, increase the trust of new patients. Farzinmehr et al. (2025) have shown that publishing real feedback and patient satisfaction, along with images and verbal descriptions, increases the credibility of the medical center and has a direct impact on successful marketing. Post-treatment monitoring and care, including telemedicine services, patient follow-up, and feedback analysis, are important factors in increasing patient satisfaction and return. This is consistent with the findings of Kumar et al. (2025) and shows that patient experience management is not limited to treatment alone, but also includes ongoing care and communication after treatment. In addition, medical tourism marketing increases trust and destination choice by providing complete, transparent, and multilingual information, introducing past patient experiences, and offering special service packages. These findings are consistent with the results of Emami et al. (2025) and emphasize that targeted advertising and the use of new information and communication technologies play an important role in the success of medical tourism.

Abstract Abstract The purpose of this research is to provide a suitable digital marketing model for small and medium industries in Iran. The research method is a mixed research (qualitative-quantitative). Based on this, in the qualitative part of the research, a meta-composite qualitative research method (Sandelovski and Barroso) has been used so as to design a comprehensive model of digital marketing. In the quantitative part, a survey method was used, in which 261 questionnaires were distributed among the employees of small and medium industries in three provinces of Azarbaijan-Eastern, Western and Ardabil, selected by stratified sampling, and analyzed using confirmatory factor analysis method.  The research findings show 6 dimensions (including: marketing strategy, digital content marketing, suitable digital tools, engaging customers, converting visitors into customers, interacting with target customers), 18 components, and 54 indicators that determine the digital marketing model in Iran's small and medium industries. The results of the research show that the dimensions, components and indices extracted from the metacomposite method (research model) were approved by the target community. Also, in the ranking of the dimensions of digital marketing for small and medium industries; "Achieving the target customer and interacting with them" and "engaging the customer" are located in the first place among the 6 dimensions; and "turning visitors into customers", "digital content marketing", and "appropriate digital tools" in the second place; and finally "marketing strategy" in the third place. Introduction Small and medium industries are one of the most important economic sectors in every country (Bromand Jazi, 2021). Small and medium-sized and fast-yielding industries play a very important role in the direction of increasing production and employment, especially to maintain and strengthen the country's economic foundation in difficult economic conditions (Taghavifard et al, 2023). One of the challenges that small and medium-sized industries face in the path of becoming market-oriented is what actions to take and based on what dimensions (Danishian & et al, 2018). Also, the increase of small companies has aggravated the deviation from the centralized state towards international relations full of intense international competition (Talali & et al, 2012). With the emergence of new informatics technologies and everyone's access to the Internet communication network, changes have been made in the capabilities of industrial units, production methods, distribution and the organizational structure of industries (Esgandari, 2016). Therefore, small and medium industries are increasingly facing dynamic and changing environments, and have to adapt themselves to these conditions. In today's era, the convergence of information technology, media and communication has changed the behavior of consumers in terms of searching, obtaining, processing and responding to company information or services (Zarei & Mohamadkhani, 2024). Also, the rapid adoption and expansion of social networks have provided new opportunities for industries, by studying online content provided by users, to understand consumer insight toward communicating and using online communities. (Moradi Ziba et al, 2023). Since the arrival of the Internet in the commercial field and the beginning of the web world, there have been tremendous changes in business (Bagheri Anilo et al, 2023). Also, the complexity and intensification of competition in foreign markets has caused manufacturing-export companies to face many problems due to the inability, or weakness due to lack of familiarity with marketing technology and capabilities to carry out marketing activities (Mousavifard & Hasani, 2022). In this regard, they have proposed "digital marketing" activities, which include mobile marketing, search engine-based marketing, email marketing, social network-based marketing, etc. (Dwivedi et al., 2020). In "digital marketing" it becomes possible to provide information more easily and optimally. The number of internet users is increasing day by day. The cost of advertising on the Internet is much more appropriate. It is possible to monitor and control online advertising without intermediaries; and all these things and advantages make this phenomenon more useful (Khorsandi Noshahri et al, 2023). The necessity of developing "digital marketing" strategies helps small and medium industries to be successful in online marketing and to make the right decisions in this direction (Moradi Ziba et al, 2023). Regarding this, social networks are currently sharing a new potential for people to share their knowledge with others (Gholi Pour Damieh, 2022). Therefore, considering the large amount of use of information and communication technology by small and large companies in the field of marketing; there is a necessity to carry out a research that fits the needs of small and medium industries, which are the engines of development of any country. Also, considering that the researches carried out in the field of digital marketing mostly indicate the identification of factors affecting digital marketing strategies, and in this regard, various domestic and foreign researches have been designed and implemented around the world until today, but, no research has so far been done in the field of designing a digital marketing model suitable for small and medium industries in Iran; the main question of the research is: What is the appropriate model of digital marketing for small and medium industries in Iran?  Theoretical framework Digital Marketing: The term "digital marketing" has been referred to as a subset of "marketing management" and also "advertising management" since two decades ago (Moradi Ziba et al, 2023). "Digital marketing" includes the set of all tools and activities that are used to market products and services on a digital platform (web, mobile internet or other digital tools) (Waziri Gohar & Abdolhosani, 2020). Digital marketing, so called, is an umbrella over all the online marketing efforts of industries that use digital channels such as Google search engine, social media, e-mail, and their websites to communicate with their current and future customers. Many people today start their purchases from search engines, that is, before buying a product, they find it on the Internet and research it. It may be concluded that the old and traditional ways of doing business are not that effective anymore (Moradi Ziba et al, 2023). In other words, "digital marketing" makes it possible to achieve marketing goals by using the methods and tools of the world of digital technology. It should be noted that digital marketing does not happen in a vacuum and is most effective when it is integrated with other communication strategies and methods such as face-to-face communication, telephone, etc. (Sedaghati & Seiedin, 2023). Small and medium industries: According to the definition of the Ministry of Industries and Mines and the Ministry of Agricultural Jihad; small and medium industries are industrial and service units that have less than 50 workers. Also, Iran's Small Industries and Industrial Towns Organization, as the main guardian of Iran's small industries, defines industries and businesses with less than 10 employees as minor industries, industries with 10 to 49 employees as small industries, industries with 50 to 150 employees as medium industries, and industries with more than 150 workers are considered large industries (Orafayejamshid, 2023). On one hand, these industries can be considered as the former industries of large-scale activities (economic space), and on the other hand, they can cause the growth and especially the development of an industrial complex and the surrounding areas by relying on the economies of aggregation (geographic space) (Bromand Jazi, 2021). Small and medium industries are vital for most economies in the world, especially developing and emerging economies (Ndiaye et al, 2018). Small and medium industries play two roles at the same time: 1. "accelerating economic growth" through expanding their participation in production, and 2. "reducing poverty" through the effects of creating employment and generating income from the growth of products. Considering the turbulent environment of the economy and market in Iran and the issue of the lack of quick adaptation of small and medium businesses in the Iranian market, environmental complexity and chaotic environment; Iran's small and medium industries need new solutions in dealing with such an environment. (Orafayejamshidi et al, 2023). Therefore, a new way of marketing in the space of internet businesses in Iran's small and medium industries makes it possible to continue the activity. Research methodology  In term of purpose, the current researchin the first stage is a basic research; and in the second stage (model test), it is considered an applicable research. And in terms of the nature and method, it is a descriptive or non-experimental research, and considering that the researcher is looking for modeling of digital marketing in the small and medium industries of Iran, the research method is exploratory. On the other hand, considering that the data required for this research was obtained using a questionnaire, it is considered a survey. The statistical population in the quantitative part of the research is all the employees of the industrial towns of Azarbaijan-Eastern, Western and Ardabil provinces in the number of 810 people. The sample size was calculated based on Cochran's formula as 261 people. The method and tool for collecting information in the qualitative part (supercomposition) of the present research is the library method, which means studying books, publications and specialized texts through searching in databases (Internet); and in the quantitative part (survey) using a "questionnaire". Research findings It was shown in the qualitative part of the research findings (use of meta-composite method to extract dimensions, components and indicators of digital marketing) and also in the quantitative part of the research (analysis of data collected from the target population) that the present research model consists of 6 dimensions, 18 components, and 54 indicators that can show the digital marketing model in Iran's small and medium industries. Based on the findings, it can be said that all 6 dimensions; 1. Marketing strategy, 2. Reaching the target customer and interacting with them, 3. Converting visitors into customers, 4. Engaging customers, 5. Appropriate digital tools, and 6. Digital content marketing have created significant weight and at the level 95% confidence have been able to have a significant factor load.  Conclusion In the general conclusion, the dimensions and components and results of the final model of digital marketing for small and medium industries in Iran in Figure (5), with a confidence factor of 95%, have a favorable dependence and coherence. Based on the obtained results, it can be said that all 6 dimensions; 1. Marketing strategy, 2. Reaching and interacting with the target customer, 3. Converting visitors into customers, 4. Engaging customers, 5. Appropriate digital tools, and 6. Digital content marketing have been reviewed and have created significant weight, and at the confidence level. 95% have been able to have a significant workload. Numerous researches are in line with the results of this research, so that Muditomo & Wahyudi (2022), Pakparvar (2022), Amoli-Diva (2022), and Zamani et al (2022) in their research have introduced "Preparation of digital transformation roadmap" and "Strategy "Continuously producing attractive and user-friendly content" as the main core of digital marketing. In other studies, Shafeian et al., (2020), Mosayebi Amid Abadi et al., (2022), Hoseini et al., (2022), Foruzandeh et al., (2021), and Chaffey & Smith (2018), showed that promotion of digital marketing will take place in the shadow of marketing strategy development (developing a competitiveness plan in the digital arena, developing a digital marketing perspective), and "marketing strategy" is an influential factor in the growth and strengthening of digital marketing. According to the results obtained from the research, the following suggestions are presented:  Managers of small and medium industries should continuously provide attractive and user-friendly content production strategy for all customers of the industrial estates company.  Managers of small and medium industries in Iran should try to provide employees with marketing in social media such as Instagram, WhatsApp, ETA, etc. through various trainings.  Customer support in social networks in Iran Industrial Estates Company; Possibility of creating a suitable environment for using the newsletter for customer membership and online customer club  Using email marketing, mobile marketing, Facebook, Instagram, Twitter, LinkedIn, YouTube, Telegram, WhatsApp, Pinterest, Snapchat, Chatbot, Ita, Soroush, Rubika.  Using different content (podcast and video production, infographics, blogging...)

Abstract Abstract The aim of this study is to investigate the provision of a digital marketing model for real estate development from the perspective of builders and identifying the components and relationships between them. The present study is applicable in terms of purpose, and descriptive-survey in terms of nature and method. The statistical population of the present study includes all builders in the housing and real estate sector in Tehran province, selected using the available sampling method. Considering the unlimited population, 384 people were selected as a sample by non-probability random sampling with the Cochran formula. The collection tool in the present study includes a researcher-made questionnaire derived from the qualitative method. SPSS and PLS software were used to analyze the research findings. The research findings showed that causal factors affect the category, the category affects the strategy, contextual factors affect the category, intervening factors affect the category, contextual factors affect the strategy, intervening factors affect the strategy, and the strategy affects the outcome. Introduction The land and housing sector has always been one of the most important sectors of the Iranian economy. National accounts statistics show that a significant share of the GDP is related to the housing sector. Over the past decade, more than 20 percent of the country's liquidity has always been active in this sector. Also, estimates show that over the past three decades, about 34 percent of the liquidity entering the housing sector has entered the housing market with the motive of capital demand; and 60 percent with the aim of meeting consumer needs (Mahmoudiet al, 2017). The importance of the real estate market in the economy, especially in our country's economy, has led to the creation of the field of real estate marketing and the application of knowledge and supporting systems in this field. Real estate marketing has entered a new world in recent years, and activists in this field have used new methods in real estate marketing. This is due to the development and expansion of social networks and the creation of new marketing methods. On the other hand, one of the new tools in the field of marketing is the use of digital marketing. Digital marketing responds to changing consumer behavior everywhere by utilizing digital platforms such as social media and smartphones (Halik et al, 2021). Digital marketing refers to a broad range of practices that involve the use of digital communication channels such as websites, search engine marketing, digital advertising, social media, email, and mobile; to acquire, retain, and build relationships with customers. The need to examine the role of digital in marketing has recently been acknowledged (Kim & Moon, 2021), as the literature has largely focused on the growing interest of these companies in social media. While the focus in business models on relationship building suggests that they should benefit greatly from using digital marketing, the adoption of social media by these companies is limited (Juntunen et al, 2020). In small and medium-sized enterprises, despite evidence that business performance can be increased through digital marketing, the adoption of these practices remains low, and this is due to the reasons that are not well understood (Hassanzadeh Nayini et al, 2024). Therefore, the present study answers the question of the digital marketing model for real estate development from the perspective of developers, and identifies the components and relationships between them. Theoretical Framework Digital Marketing The term digital marketing has been referred to as a subset of marketing management and advertising management for two decades (Kannan, 2017). Digital marketing includes all the tools and activities used to market products and services on a digital platform (web, internet, mobile, or other (digital) tools) (Vaziri gohar & Abdolhosani, 2020). Housing Development One of the main discussions of urban development plans is the issue of housing production and development. The issue of housing in urban development plans includes a set of measures and policies that, with minimal cost and minimal interventions, lead to the creation of optimal living conditions in the urban space (Meshkini, 2019) and increase the condition of the durability and survival of the urban space in and around it (Habibi & Maghsoudi, 2019). Jafari Dehkordi et al, (2025) investigated the identification of customer knowledge management factors with a digital marketing approach in the banking system, and presented a model with a thematic analysis approach. The results showed that customer knowledge management with a digital marketing approach in the banking system should have features such as customer knowledge, knowledge management capabilities, implementation of digital banking marketing, training, and development of digital innovation. Finally, these results were classified into 12 basic themes, 4 organized themes and one comprehensive theme. It can be concluded that customer knowledge management in the banking system is a vital matter that provides effective communication and superior values ​​to customers using digital marketing methods. This approach not only improves the customer experience but also enhances the bank's relationships with customers and improves business performance. With the help of this approach, banks can achieve sustainable and competitive growth in the digital world. Amira & Nermine (2024) studied the impact of digital marketing on the consumer purchasing decision-making process in the Egyptian market. The findings show that email has a profound impact on consumer purchase decisions at two stages (post-purchase) and information research. In purchasing, the decision-making stage has a negative impact on customer decision-making. Mobile, as a digital marketing channel, has a negative impact on consumer decisions at all stages of the consumer purchase decision-making process in the Egyptian market. Also, retargeting has a great impact on consumer decisions at the evaluation stage. Then, information research needs to understand the purchase decision and post-purchase. Targeting is the most influential variable in the consumer purchase decision-making process. It can be seen that the most important impact on consumer decision is at the evaluation stage and this could be because the retargeting channel is directed towards a consumer who has previously searched for a product. Research Methodology The present study is applicable in terms of purpose, and descriptive-survey in terms of nature and method. The statistical population of the present study includes all builders in the housing and real estate sector in Tehran province, selected using the available sampling method. Considering the unlimited population, 384 people were selected as a sample by non-probability random sampling with the Cochran formula. The collection tool in the present study includes a researcher-made questionnaire derived from the qualitative method.  Research findings SPSS and PLS software were used to analyze the research findings. The research findings showed that causal factors affect the category, the category affects the strategy, contextual factors affect the category, intervening factors affect the category, contextual factors affect the strategy, intervening factors affect the strategy, and the strategy affects the outcome. Conclusion The present study aimed to provide a digital marketing model for developing real estate from the perspective of developers and to identify the components and relationships between them. The results of the present study are consistent with the results of Jafari Dehkordi et al, (2025), Amira & Nermine (2024), Moradi ziba et al, (2023), Belma et al, (2023), Bagheri Anilu et al, (2023), Gholipour Domyeh (2023), Małgorzata et al, (2022), Khosravilaghab et al, (2022), Goic et al, (2021), and Bagheri Anilu et al, (2023). Based on the research findings, the concept of digital marketing environment was selected as the central phenomenon. Causal conditions were placed in the form of four categories of innovation, optimal management, structural factors, and convenience; and six main categories including business strategies, educational strategies, innovative strategies, planning, and monitoring were selected as strategies. Intervening factors were identified in two groups of strengthening and weakening. Cultural factors, infrastructure factors, education, leadership style, and strategies were determined as the background and foundation factors of the digital marketing environment. Finally, the consequences of the factors affecting the digital marketing environment were determined at three levels: micro, medium, and macro. Based on the present study, the following suggestions are made:  Appropriate infrastructure should be considered for real estate development.  Environmental changes should be properly considered in the workplace.  Ecological goals should be properly achieved.  All employees should be properly trained on how to produce and use energy.  Investment should be made in economic sectors.  Investment should be made in the company's capacity building for the economy.  Attention should be paid to the natural capital in the company.  Time should be allocated to pay attention to the company's natural capital.  New technologies should be used in the company.

Abstract Abstract The purpose of this research is to investigate the identification of effective factors on the distribution strategy in the food industry from the point of view of online marketing and sales. This research applicable-developmental is in terms of purpose, qualitative in terms of data collecting method, and a meta-composite approach in terms of the research implementation method. The statistical population of the research includes 12 university professors who are experts in the field of marketing management and distribution channels and have books or articles in this field, as well as theorists and researchers who have specialized studies in this field. This research was analyzed using the scientific method of metasynthesis and by reviewing the published articles; and 85 indicators were extracted based on 23 selected articles. Eventually, 16 components were evaluated and identified, and finally the ultimate framework was confirmed and identified by applying the total opinions of experts on the components of human factors, creating value for the customer, paying attention to the competence of managers, internal factors, external factors, management factors, opinion mining, digital marketing, environmental factors, content marketing, business strategies, complete knowledge of the internal and external environment, direct marketing, visual features, optimization, competitive performance. Extended Abstract                                           Introduction With the growth and expansion of technology, companies have turned to using online methods and channels to sell products and distribute them. The important point is that using online methods is not a substitute for traditional distribution and sales methods; and is used alongside them. In order to apply these methods correctly, strategic marketing planning must be done in businesses, and this has a great impact on pricing and sales (Chen et al, 2021). One of the important issues in production and marketing is how and when to transfer the produced goods to the final consumer. A product may have a good rating in terms of quality, but if it is not offered to the target market at the right time and place, it will lose its usefulness. Therefore, deciding on the way to transfer goods to the place of purchase or consumption is one of the important decisions that the marketing manager faces. These decisions are important in at least two aspects. First, they have a direct effect on other strategic marketing planning decisions, including pricing policy, advertising, packaging, etc., and secondly, the company has to adhere to and remain committed to these decisions for a long time, because the establishment and development of the optimal distribution system takes several years and cannot be changed easily (Barabian & Armon, 2023). Today, due to the multitude and variety of distribution channels, one of the challenges of marketing managers of food industry companies is to choose the right channels, how and how much to use each channel so that the produced goods are offered to the consumer at the lowest cost and at the right time and place (Sharifi & Sharifi, 2022). What is important in the distribution network of goods in a country is the transfer of goods with the least cost and time, along with compliance with the necessary standards to maintain the health of the goods and finally respect the rights of consumers. The goods distribution network in Iran is facing various problems and challenges. The excessive number of trade unions at the traditional retail level, the number of trade unions without business licenses, the prominent share of the unorganized sector compared to the organized distribution and sales network, the lack of benefit from new tools and methods of product distribution, and the lack of interest of the private and foreign sector to invest in modern distribution network are some of the most important challenges of distribution industry in Iran (Thomas, 2017). According to the preliminary review of the literature and the need for a detailed scientific study on how to choose a distribution channel strategy, we can point to this question: how is the identifying of the factors affecting the distribution strategy in the food industry with the attitude of online marketing and sales? Theoretical Framework Distribution channels Distribution channel or marketing channel is the path that goods or services take to reach the ultimate user or consumer. This channel includes all the people who get the ownership of the goods and the people who help to transfer them. The people who are involved in the transfer of ownership of goods, from the producer to the consumer, are called intermediaries. In longer and more complex marketing channels, a class of wholesalers is responsible for larger regions or even countries, buying from manufacturers and selling to smaller wholesalers, sometimes called distributors (Ismailpour, 2017). Online sell Online selling combines the technical and creative aspects of the internet, including design, development, advertising and sales. The emergence of the internet has made it possible for almost everyone to sell their goods, products or services with just a few clicks from buyers. Internet marketing is essentially a continuation of traditional marketing in the past years. Selling through the internet can be beneficial for all small and large businesses. You only need to observe the points that form the core of internet marketing (Mojdkanlou et al, 2022). Riyadi et al, (2023) have conducted a study titled the effect of distribution strategy and price on purchasing decisions from retailers. This study showed that by changing distribution strategies by combining compact, exclusive and selective varieties; significant results were obtained in prices and purchasing decisions by customers. The main finding in this study was that the implementation of distribution strategies to adjust government policies was very effective in reaching customers in all corners of the city so that price adjustments and customer purchase decisions are made continuously. Cao et al, (2023) have conducted a study titled strategic analysis of the influence of distribution strategy on product line design with endogenous quality. By raising the question of whether to emphasize agents or to use wholesalers, the answer to this question depends on the distribution strategy. To solve the problem, a Stackelberg game model with endogenous quality, optimal production and pricing decisions of companies and platforms under different sales models was used. By comparing the equilibrium results, it is clear that both the company and the platform can benefit from product line expansion. When the profit sharing ratio of the platform is in a certain middle range, the company and the platform can agree on the distribution strategy. Also, even if there is no cost to extend the product line, the company will not choose to extend the product line when the platform receives a large portion of the revenue. Research methodology This research applicable-developmental is in terms of purpose, qualitative in terms of data collecting method, and a meta-composite approach in terms of the research implementation method. The statistical population of the research includes 12 university professors who are experts in the field of marketing management and distribution channels and have books or articles in this field, as well as theorists and researchers who have specialized studies in this field. Research findings This research was analyzed using the scientific method of metasynthesis and by reviewing the published articles; and 85 indicators were extracted based on 23 selected articles. Eventually, 16 components were evaluated and identified, and finally the ultimate framework was confirmed and identified by applying the total opinions of experts on the components of human factors, creating value for the customer, paying attention to the competence of managers, internal factors, external factors, management factors, opinion mining, digital marketing, environmental factors, content marketing, business strategies, complete knowledge of the internal and external environment, direct marketing, visual features, optimization, competitive performance. Conclusion The current research was conducted with the aim of identifying factors affecting the distribution strategy in the food industry with the attitude of online marketing and sales. The results of this research are in agreement with the results of Salimi & Hassani (2023), Assarian et al, (2023), Seifbarghy & Kafshian Ahar (2022), Honarmand (2022), Khoi & Jamili (2022), Bashokouh & Beigi Firoozi (2022), Haghighi Kaffash et al, (2021), Riyadi et al, (2023), Cao et al, (2023), Zhang et al, (2023), Sun et al, (2023), Wei & Dong (2022), Salimi & Hassani (2023), Wang et al, (2023), Assarian et al, (2023), and Chen et al, (2021). Seifbarghy & Kafshian Ahar (2022) showed that the integration and coordination of the manufacturer and retailer benefits all members of the supply chain and greatly increases the profit of the entire supply chain. According to the results of the research, the following suggestions are presented: - Examine the features, characteristics and benefits of their product in detail. This analysis includes checking the quality, capabilities, performance, adaptability to customer needs, and competitive advantages of the product. With a detailed understanding of product features and benefits, they can design unique strategies for marketing and selling their product. - They should define their target market precisely and separate its parts. They can pay attention to factors such as gender, age, geographical location, type of industry and other characteristics. By accurately defining the target market, they can design specific strategies for each customer group and improve the sales process.  

Abstract Abstract
The purpose of the current research is to present an entrepreneurial marketing model based on teamwork with an emphasis on start-up companies. The research method is applicable according to its purpose, and qualitative in terms of its implementation. The statistical population consists of 15 experts who are academic professors in the field of marketing management, and managers in the marketing and sales industry, who were selected by targeted non-probability sampling. Thematic analysis method and MAXQDA software were used for data analysis, and MICMAC software was used for effective and effected between variables. The results showed that 5 comprehensive themes and 13 organized themes and 87 basic codes were identified and extracted from the theme analysis method, and then using interpretative structural modeling, the identified indicators were leveled; and the results showed that the fourth level includes marketing strategy (C04) is the most effective one that acts as the cornerstone of the model and directly affects the third level criteria (content and marketing tools (C03), and marketing performance evaluation (C02)). The first level includes the development of teamwork (C04) as the most effective level. The dimensions of the second level (networking and marketing public relations (C01)) act as interfaces.
Extended Abstract                                          
Introduction
The last decade can be considered as the decade of attention to entrepreneurship and entrepreneurs in Iran. Due to the identification of the role and place of entrepreneurship in wealth creation and economic growth, the attention of policy makers and researchers in the field of management has been focused to the identification and understanding of entrepreneurial processes. Entrepreneurship has a meaning beyond the creation of work and employment. In fact, entrepreneurship has other positive and important consequences, such as the flourishing of creativity, encouraging innovation and its development, increasing self-confidence, creating and developing technology, generating wealth in society, and increasing general well-being; and if we just pay attention to its entrepreneurial aspect, we will be deprived of its other consequences (Hoseini et al, 2022).
 Entrepreneurial marketing is proactively identifying and exploiting opportunities to acquire and retain profitable customers through innovative approaches to managing risk, leveraging resources, and creating value; which includes elements of both concepts: entrepreneurship (activity, risk-taking, opportunity, and innovation), and marketing (customer focus, resource leverage, and value creation). The concept of entrepreneurial marketing focuses on innovations and the development of ideas in line with intuitive understanding of market needs (Gali et al, 2020). Accurate market analysis, identifying and exploiting opportunities, market research, and understanding customer needs are essential elements in entrepreneurial marketing practices. When setting goals, entrepreneurs must consider various factors such as their entrepreneurial goals and marketing strategy, the tactics they will employ, available resources, and the target market. In addition, entrepreneurs should also consider short, medium and long term goals during this process (Mohabattalab & Rezvani, 2018). According to the above, the researcher is looking answer for the following question: What is the model of entrepreneurial marketing based on teamwork with an emphasis on start-up companies?
Theoretical Framework
Entrepreneurial marketing
Entrepreneurial marketing is an organizational function and a set of processes to create, communicate and provide value to customers and to manage relationships with customers in ways that benefit the organization and its stakeholders; and characterized with innovation, risk-taking, being active, etc. It may be done without current controlled resources (Nijssen & Mullick, 2023). On the other hand, entrepreneurial marketing is characterized by responsiveness to the market and the apparently intuitive ability to anticipate changes in customer demands (Makhloufi et al, 2022; Opute et al, 2023). Entrepreneurial marketing is a spirit, an orientation, as well as a process for pursuing opportunities and launching and growing ventures that create perceived customer value through relationships, especially through the use of innovation, creativity, sales, market immersion, networking, or flexibility.
 
New companies (startups(
There are evidences that state that entrepreneurial marketing is one of the positive characteristics for any organization. Organizations that integrate marketing and entrepreneurial activities are better suited to find and exploit new market opportunities. One of the main advantages of the entrepreneurial marketing concept is its ability to respond to an ever-changing environment. When the entrepreneur is looking for new opportunities with regard to limited resources, he uses an innovative approach in facing this uncertainty (Clark et al, 2022).
Team work
A team is a limited number of people with complementary skills who are committed to a common goal, the same performance results, and a single approach; who are also responsible for all of these things that they have determined. The teams are connected so that their mission does not end even if only one team member is absent. But in groups, people's personalities are much more independent. It can be said that the concept of team is explained by the word synergy. Synergy happens when people come together to create results that exceed the sum of people's ability (Masumi & Javaherizadeh, 2020).
Assarian et al, (2024) investigated the formulation of the native model of social media marketing of online stores. All the indicators obtained from the qualitative analysis of 10 interviews; including 11 categories and the number of 52 indicators, have been used to formulate the native model of social media marketing of online stores. The result of data analysis has been presenting a paradigmatic model including six components of causal conditions (information and communication technology, time management, and cost management), contextual conditions (infrastructure of online stores), intervening conditions (sanctions and economic problems and risk management), strategies (use of force human expert and the use of influencers), the central phenomenon (social media marketing), and consequences (sustainability in the use of social networks, and special value of the brand). A number of indicators were also identified for each of the identified main categories.
Moradi ziba et al, (2023) investigated the formulation of digital marketing strategies model in successful Iranian startups. The results of the qualitative part indicated that 241 primary codes, 46 central codes, and 14 selective codes were identified and extracted. The results of the research showed that causal conditions with 4 variables of network capability, use of artificial intelligence, marketing capability, and customer knowledge have an effect on digital marketing strategies, and the results of confirmatory factor analysis showed that the fit indices of the model were confirmed.
Research methodology
The research method is applicable according to its purpose, and qualitative in terms of its implementation. The statistical population consists of 15 experts who are academic professors in the field of marketing management, and managers in the marketing and sales industry, who were selected by targeted non-probability sampling.
 
Research findings
Thematic analysis method and MAXQDA software were used for data analysis, and MICMAC software was used for effective and effected between variables. The results showed that 5 comprehensive themes and 13 organized themes and 87 basic codes were identified and extracted from the theme analysis method, and then using interpretative structural modeling, the identified indicators were leveled; and the results showed that the fourth level includes marketing strategy (C04) is the most effective one that acts as the cornerstone of the model and directly affects the third level criteria (content and marketing tools (C03), and marketing performance evaluation (C02)). The first level includes the development of teamwork (C04) as the most effective level. The dimensions of the second level (networking and marketing public relations (C01)) act as interfaces.
Conclusion
The current research was conducted with the aim of presenting an entrepreneurial marketing model based on teamwork with an emphasis on start-up companies. The results of the present research are in agreement with the results of Assarian et al, (2024), Moradi ziba et al, (2023), Torres & Jasso (2022), Adeeko & Osunade (2022), Allah Yar (2020), De Groote & Backmann (2020), Amiri (2020), Shabani et al, (2021), Shahramfar et al, (2021), Kordheydari et al, (2019), and Rundquist & Österling (2018). Adeeko & Osunade (2022) showed that the navigation of entrepreneurial marketing education provided through the basic course of entrepreneurship has a significant effect on the entrepreneurial mindset and entrepreneurial skills of students, so it should be sustained.
According to the results of the research, the following suggestions are presented:
Holding weekly or monthly meetings with the team to review progress, resolve issues, and make joint decisions.
 Promoting a culture of cooperation and sharing information and experiences within the team. Creating an environment where team members feel converged and learn from each other.
Holding team-making events and recreational activities to strengthen personal relationships and motivate team members.
Determining the content strategy compatible with the macro marketing strategy. Determining the role of content in attracting customers, keeping them, and promoting products and services.

Abstract Abstract
The purpose of this research is to provide a development model for the effectiveness of persuasive advertising in social networks. The research method is applicable in terms of its purpose and qualitative in terms of implementation. The statistical population of the research includes 15 experts, university professors, and managers and specialists in the field of marketing; selected through the maximum diversity sampling method. A semi-structured interview was used to collect information. Data-based and coding method was used for data analysis. In open coding, the researcher found 146 concepts, which were classified into 31 categories. Persuasive advertising in social networks can have significant effects on the behavior and attitude of consumers. These effects include changes in consumer behavior, intensification of competition, formation of values ​​and beliefs, influence on decision making, change in social behavior, influence on brand trust, change in brand attitude, and influence on social networks. However, these effects depend on various factors such as technological changes, social and cultural changes, economic changes, legal and political changes, changes in competition, and changes in the content and format of advertisements. As a result, to increase the effectiveness of persuasive advertising in social networks, it is recommended to pay special attention to these factors.
Extended Abstract                                          
Introduction
One of the most important and biggest changes occurred in the field of human life is the emergence of virtual social networks on the Internet. Almost all thinkers share the same opinion that social media has changed and influenced the lifestyle and human life, although there are different views about the nature, intensity and type of these effects (Keshvariyan et al, 2019). The majority of marketing managers believe that virtual social media are primarily used for "brand building and brand awareness" activities, and evidence from academic studies suggests that effective use of social media helps improving brand awareness and brand image, and ultimately the awareness of the product and services and even improvement of the financial performance of the brands (Godey et al, 2016). The ultimate goal of advertising is to convince consumers to change their attitude towards the advertised product or service. Previous studies in the field of advertising showed that attitude towards advertising affects brand attitude and purchase intention through a hierarchy of effects. Therefore, attitude is an important factor that can predict the effectiveness of advertising. In general, attitudes are mental states by which people understand their environment and react to it (Eisend, 2021). Preliminary investigations show that many advertising companies that produce content on Instagram still use old models for measuring the effectiveness of their ads, such as the Aida and Dagmar models. Meanwhile, the Instagram environment is very different compared to traditional media, and this difference leads to differentiation in measuring the effectiveness of advertising (Abdulhosseini et al, 2019). Finally, this research also answers the main question: How to provide a development model for the effectiveness of persuasive advertising in social networks?
Theoretical Framework
Advertisements
Advertising is the release of information utilized to promote products to consumers. Based on the distribution channels, advertisements are classified into offline and online advertisements. Offline advertising is non-internet-based advertising, including television, radio, and print advertising. While online advertising uses the Internet to disseminate product information, such as online display advertising, search advertising, and email advertising. Advertising has many economic benefits, including increased product sales, increased firm performance and value, and improved market efficiency, which have received considerable research attention (Bayer et al, 2020).
Social Networks
Social networks are a new generation of sites and bases that operate on the Internet and by using a search engine and adding features such as chat, electronic messaging, image and sound transmission, bring together a group of Internet users with special characteristics and provide the possibility of more communication of users in the form of a network of individual and group relationships and finally, these users can share content (share and express their interests, thoughts and activities) with others users (Jaffali, 2019).
Saghafian et al, (2024) investigated the presentation of the model of customer participation with brands in social networks with emphasis on cultural differences. The results of the quantitative section show that the dimensions and components of customer engagement with brands have an impact on social networks with an emphasis on cultural differences. Also, the results show a strong and very good fit of the model.
Torki et al, (2023) investigated the impact of social media participation on green management (case study of employees of Shahrekord industrial companies). The results showed that the amount of use of social media, the type of use of social media, and the amount of trust in users in social media have a positive effect on green management. This means that the Internet has become an inseparable part of life because of people's easy access to virtual space and social networks. In order to make optimal use of the created space, companies are trying to use this opportunity optimally and to their advantage and improve the green management.
Motiei (2023) examined the presentation of a model for advertising persuasion strategy with nationalism approach in national media. In the current research, a paradigm model is presented, the main focus of which is persuading the national media in order to promote national production. Based on the obtained results, "national and organizational consensus", "geographical requirements" and "economic growth" are three important features of supporting domestic production, which were realized if supported by institutions including the Broadcasting Organization. In this research, the paradigm model of persuasion of commercial advertisements was formulated with the approach of promoting national production and specifically, in the national media. The research model consists of 10 main categories, the main axis of which is the persuasion of the national media in order to promote national production. In this model, the causal conditions include four categories of assistance to the domestic economy, geographical requirements, national and organizational consensus. Also, three strategies were chosen to achieve the goal of the research, which are: economic efficiency, management tactics, and security.
Research methodology
The research method is applicable in terms of its purpose and qualitative in terms of implementation. The statistical population of the research includes 15 experts, university professors, and managers and specialists in the field of marketing; selected through the maximum diversity sampling method. A semi-structured interview was used to collect information.
 Research findings
Data-based and coding method was used for data analysis. In open coding, the researcher found 146 concepts, which were classified into 31 categories. Persuasive advertising in social networks can have significant effects on the behavior and attitude of consumers. These effects include changes in consumer behavior, intensification of competition, formation of values ​​and beliefs, influence on decision making, change in social behavior, influence on brand trust, change in brand attitude, and influence on social networks. However, these effects depend on various factors such as technological changes, social and cultural changes, economic changes, legal and political changes, changes in competition, and changes in the content and format of advertisements. As a result, to increase the effectiveness of persuasive advertising in social networks, it is recommended to pay special attention to these factors.
Conclusion
The current research was conducted with the aim of providing a development model for the effectiveness of persuasive advertising in social networks. The results of this research are in agreement with the results of Saghafian et al, (2024), Torki et al, (2023), Motiei (2023), Ghiasian et al, (2021), Ahadi & Ghasemi (2020), Balazadeh (2020), Abdulhosseini et al, (2019), Haque Beg et al, (2019), and Gordon et al, (2019). Abdulhosseini et al, (2019) showed that to measure the effectiveness of advertising on Instagram, it is possible to emphasize four dimensions, including dimensions related to advertising, dimensions related to psycho-biological effects, dimensions related to the brand, and dimensions related to the media. Each of these dimensions includes different components that researchers have confirmed the relationship between them and the effectiveness of advertising on Instagram.
According to the results of the research, the following suggestions are presented:
Clothing companies such as Hakobian, LC Man, Maxim, and Ikat can use persuasive techniques such as "social validation" or "reason seeking" in their social media advertising. One of the implementation ways is that these companies can share pictures or videos of real customers wearing the clothes of these brands on their social networks. This not only creates "social validation", but also gives customers a sense of confidence that others are also satisfied with these brands' products. In this way, companies can benefit from the principles of persuasion to increase the effectiveness of their advertisements in social networks.

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 Abstract The purpose of this research is to explain and validate the coordination model of the marketing and sales department in the insurance industry in Iran. The present research is applicable in terms of purpose. The statistical population of the research includes experienced managers in insurance marketing and sales, senior experts of insurance companies and university professors; and the statistical sample was considered to be 181 people using Cochran's formula. Sampling in this research is in the form of random clusters. The collection tool in this research includes a researcher-made questionnaire derived from the qualitative method. Data analysis was done by SPSS software. The findings showed that the coordination model of the marketing and sales department in the insurance industry is affected by various factors directly and indirectly, and managers' understanding of the complexity of the relationship between these two units is of great importance in the growth of insurance companies and creating a competitive advantage for them. In order to ensure the achievement of the goals, managers must pay attention to the causal conditions such as the implementation of the risk management dashboard, structural integration and coordination in the business, creating synergy in organizational decisions, recognizing the prerequisites for coordination between the two departments of marketing and sales in the form of background conditions or coordination challenges such as "partial prejudices, non-specialist human capital, conflict of interests, managers' taste, CEO's attitude, ethical considerations, unfavorable customer support when receiving damages and fulfilling the organization's obligations, as well as interfering conditions such as upstream documents, market conditions (market stakeholders), legal conditions, and competitive conditions. Extended Abstract                                           Introduction The marketing and sales departments are of great importance as the two executive arms and factors of success in the insurance industry. The insurance industry, as one of the major economic institutions and because of the supporting role it plays for other industries, is considered as one of the symbols of the development of countries and for other economic institutions and households; an important economic institution and a strong support institution (Asadi & Hedayati Biland, 2019; Asadollahi & Haji Ali Akbari, 2020). Due to the nature of its activity, this industry is one of the important channels of savings and, as a result, one of the important and central financial institutions, which, along with other financial institutions, helps in the preparation and allocation of capital and the financing of economic units (Zubiri et al, 2016). In order to be able to take on this crucial role in the society, the said industry should, like other economic enterprises, seek to survive, gain profit or even develop by attracting and keeping customers and creating powerful sales networks (Huang et al, 2016). One of the influential factors in the success of the insurance industry is the sales network, which is of twofold importance, considering the characteristics of the marketing field. The insurance sales and marketing network consists of all executives, staff, infrastructures, software and hardware; and should be in the form of a targeted planning process as a success factor, marketing lever, and executive arm of the insurance industry; and should be managed based on marketing skills and Sales (Shafei, 2020). By reviewing past studies, it was found that despite the importance of identifying the coordination framework between the sales and marketing departments, no study has been conducted on the coordination framework and model between marketing and the sales network in this insurance industry, so this study was conducted for this purpose, and it answers the question: what are the important direct, indirect and intervening variables in the coordination of marketing and sales in the insurance industry? Theoretical Framework Marketing and sales Integration solutions between sales and marketing departments have been classified into four categories of structural, system/process, cultural, and human solutions in the form of a theoretical framework (Peterson & Dover, 2021). Marketing strategies are the advantage of customer information sources and business performance, and it has been shown that there is a strong relationship between customer information sources, marketing strategies used by the company, and business performance (Varadarajan, 2020). It has also been shown that by increasing the company's market share as a result of good marketing and coordination with the sales department, the cost of advertising is reduced and the value of the company's shares is also improved (Redjeki et al, 2021). Arabshahi & Abbaszadehgaretekan (2023) studied the effect of electronic customer relationship management on marketing performance by analyzing the mediating role of product innovation and emphasizing customer knowledge. In this descriptive survey study, 165 managers and supervisors of the central headquarters, branches and representative offices of Dana Insurance in Mashhad were selected by a simple random method. The findings indicated that the electronic customer relationship management variable had a positive and significant effect on product innovation development, and the product innovation development variable had a positive and significant effect on marketing performance. On the other hand, customer knowledge has a positive and significant effect on marketing performance and product innovation development, and electronic customer relationship management and customer knowledge through product innovation development has a positive and significant effect on marketing performance. Nazarpuri et al, (2022) investigate the impact of marketing dashboard on organizational competitiveness, and believe that for more and more accurate marketing dashboards, the use of organizational mechanisms and infrastructures such as marketing memory and competitive intelligence is effective in its design and implementation. Also, the components of marketing dashboard, marketing memory and competitive intelligence have a positive and significant effect on organizational competitiveness. Research methodology The present research is applicable in terms of purpose. The statistical population of the research includes experienced managers in insurance marketing and sales, senior experts of insurance companies and university professors; and the statistical sample was considered to be 181 people using Cochran's formula. Sampling in this research is in the form of random clusters. The collection tool in this research includes a researcher-made questionnaire derived from the qualitative method. Research findings Data analysis was done by SPSS software. The findings showed that the coordination model of the marketing and sales department in the insurance industry is affected by various factors directly and indirectly, and managers' understanding of the complexity of the relationship between these two units is of great importance in the growth of insurance companies and creating a competitive advantage for them. In order to ensure the achievement of the goals, managers must pay attention to the causal conditions such as the implementation of the risk management dashboard, structural integration and coordination in the business, creating synergy in organizational decisions, recognizing the prerequisites for coordination between the two departments of marketing and sales in the form of background conditions or coordination challenges such as "partial prejudices, non-specialist human capital, conflict of interests, managers' taste, CEO's attitude, ethical considerations, unfavorable customer support when receiving damages and fulfilling the organization's obligations, as well as interfering conditions such as upstream documents, market conditions (market stakeholders), legal conditions, and competitive conditions. Conclusion The current research has been carried out with the aim of explaining and validating the coordination model of the marketing and sales department in the insurance industry in Iran. The results of this research are aligned with the results of Biemans et al, (2022), Malshe et al, (2021), Asadi (2019), Asadollahi & Haji Ali Akbari (2020), Peterson et al, (2021), Vaid et al, (2020), Arabshahi & Abbaszadehgaretekan (2023), Nazarpuri et al, (2022), Zalkani Andarvar (2021), and Yazdani Kachuei et al, (2022). Biemans et al, (2022) showed that there are different relationships between marketing and sales departments in different work areas, and coordinating the activities of these two departments can help the organization to achieve its goals. According to the research results, the following suggestions were made: It is suggested to the managers of insurance companies that when choosing coordination mechanisms and tools between the sales and marketing units, they should pay attention to the intervening conditions such as upstream documents, market conditions (market stakeholders), legal conditions, competitive conditions, the number and maturity level of human capital and received feedback from the customers, and the level of maturity of the customers so that they do not make mistakes in choosing the mechanisms for the establishment of sales and marketing coordination in their insurance centers, and make the most of these tools.

Abstract Abstract The purpose of this research is to present the fintech market development model with an emphasis on existing challenges and strategies. The research method is applicable in terms of purpose, thematic analysis type in terms of execution method (qualitative-quantitative), fundamental in terms of its nature, and exploratory-correlative in terms of data collection method. The statistical population of the research includes 20 managers and experts of fintech companies active in the field of payment with the license of Shaperk, including Zarinpal, Asan-Dariaft, Balle Financial Messenger, EasyPay, Iranian credit and point cards. The sampling method is done in a judgmental manner, and the interviews continued until reaching theoretical saturation. The method of data collection and analysis is interview and thematic analysis in the qualitative part, and questionnaire and content validity technique (CVR) and semi-structured interview data collection tool in the quantitative part. The results of the research showed that the challenges of fintech market development include insufficient infrastructure, regulatory and legislative barriers, difficulty of working with public/general customers, mistrust of technology and fintech, low levels of income and product pricing challenges, and cultural barriers. Also, fintech market development strategies include community participation in the marketing process, use of social networks, smart and optimal advertising, useful and valuable content production, branding, adaptation of communication strategies to the nature of the fintech market, geographic and cultural segmentation of the market, and also training to the customer. Extended Abstract                                           Introduction Every day, people see a lot of advertisements everywhere; from bus stop, street banner, shopping mall to magazine, TV, computer, mobile etc. However, more often than not, these ads feel like annoying information that the general public is forced to see. For this reason, professional marketers need to redefine their marketing idea. They should understand that marketing is not only about sales and advertising, but also fulfills customer needs in order to overcome constraints (Sheth & Parvatiyar, 2021). On the other hand; with the digital trend, the financial sector has started to apply and implement technology in its workflow. More and more start-ups have formed to provide digital financial services. Some of the companies that provide online payment gateway are pioneers in this field which is widely used all over the world. In addition, more and more investors are spending on new technologies; they are competing with each other in an effort to improve security and user convenience. Financial technology companies are trying to attract users with new mobile phone features, capabilities and technologies. Recently, the blockchain concept has also opened new solutions for security issues; therefore, fintech tools have become the most popular digital services and have the largest share of fintech stocks worldwide (Fernandez-Vazquez et al, 2019). In the meantime, financial technology (Fintech) as a technological innovation has been considered especially important for the development path of countries. This is due to its potential to promote financial inclusion so that more people can access financial services (Demirguc-Kunt et al, 2018). Based on this, the current research is looking for an answer to this question: What is the fintech market development model with an emphasis on existing challenges and strategies? Theoretical Framework marketing strategy When companies enter a new market, they will most likely face thousands of challenges and risks related to establishing their operations and acceptance of their offers by new customers, and the company will compete for market share with other companies that already have supply chains, distribution channels and already established customer bases (Luo, 2022). Foreignness, geographic distance, and characteristics of the home market all contribute to these challenges in new markets. This issue applies more in emerging markets such as fintech (Khan & Khan, 2021). In this regard, Gaur et al, (2011) argue that emerging market challenges lead to higher external liability. These challenges include large heterogeneous populations with low incomes, inadequate infrastructure, lack of resources, corruption, and in general, with structural flaws (Barnard & Luiz, 2018). From the point of view of marketing strategy, companies adapt their marketing strategies to achieve a competitive advantage when entering a new market. Once a company has decided to expand into a new market and adopt its marketing strategy, the question of what changes will be necessary for this particular context will arise. In this regard, Sharmelly & Klarin (2021) described implicit concepts for segmentation, product variety, pricing, distribution, and communication methods of the company. They argue that segmentation costs are high, and that mass media marketing is not well adapted to emerging markets. Also, the offered products need to be functional and also made to not become obsolete quickly. Shadbakhsh (2023) investigated the impact of using sustainable marketing strategies on the performance of digital businesses with the mediation of information technology in the country's real estate industry. The results showed that marketing trends and sustainable marketing experiences have a positive effect on the performance of the studied companies. Also, marketing trends, sustainable marketing experiences, and sustainable marketing strategies have a positive effect on the performance of selected companies. Barrio Oton (2021) in a research investigated the social media marketing in the fintech ecosystem in Monfer Startup Company. For this purpose, a detailed study of the fintech private equity industry was conducted through Porter's 5 forces model, along with an explanation of the Monfer startup case through the blue ocean strategy canvas. Then, secondary data including statistical insights were collected directly from the company. This study was further designed by analyzing the internal and external situation and concluded with a strategic planning model and setting goals through the framework of smart goals. Research methodology The research method is applicable in terms of purpose, thematic analysis type in terms of execution method (qualitative-quantitative), fundamental in terms of its nature, and exploratory-correlative in terms of data collection method. The statistical population of the research includes 20 managers and experts of fintech companies active in the field of payment with the license of Shaperk, including Zarinpal, Asan-Dariaft, Balle Financial Messenger, EasyPay, Iranian credit and point cards. The sampling method is done in a judgmental manner, and the interviews continued until reaching theoretical saturation. The data collection tool is a semi-structured interview. Research findings For data analysis, thematic analysis was used in the qualitative part, and content validity technique (CVR) was used in the quantitative part. The results of the research showed that the challenges of fintech market development include insufficient infrastructure, regulatory and legislative barriers, difficulty working with public/general customers, mistrust of technology and fintech, low levels of income and product pricing challenges, and cultural barriers. Also, fintech market development strategies include community participation in the marketing process, use of social networks, smart and optimal advertising, useful and valuable content production, branding, adaptation of communication strategies to the nature of the fintech market, geographic and cultural segmentation of the market, and training to the customer. Conclusion The current research has been carried out with the aim of presenting the fintech market development model with an emphasis on existing challenges and strategies. The results of the present research is aligned with the results of Shadbakhsh (2023), Barrio Oton (2021), Pazhoheshfar & Biabani (2021), Hammerschlag et al, (2020), Nurjanah et al, (2020), and Noami et al, (2019). The results of Shadbakhsh (2023) showed that marketing trends and sustainable marketing experiences have a positive effect on the performance of the studied companies. Also, marketing trends, sustainable marketing experiences and sustainable marketing strategies have a positive effect on the performance of selected companies. According to the results of the research, the following suggestions were presented: Effective market development strategies often require local community involvement in marketing, product distribution and product awareness. In general, using local people to distribute products is important to the success of a marketing strategy. Local people understand the nuances of the market and can help distribute products in the most efficient and cost-effective way. Finding local people often has to be done through field research, but can also be achieved through networking. The reason for this is that the community plays a major role in Iranian culture and people are more likely to use a product if it is approved by a member of the community. In creating consumer awareness, community participation can be in the form of in-person or online campaigns (for example through social media). When talking about the development of the fintech market, it means that it should be possible to identify that part of the target market and, according to the knowledge that is found, convert the audience of social networks into customers of your market. Fintech companies can advertise their products or services with an optimized website or a standard page according to the Instagram algorithm. The cost of such advertisements is much lower and the efficiency of advertisements is high. Therefore, producing valuable content helps clarify the topic in the audience's mind. For example, producing content that is according to the taste and interest of the young generation can have a great impact on the success of the company. If you can start producing content according to the type of audience that exists, you will get a lot of success and fame in business.

Abstract Abstract
The purpose of this research is the relationship between e-governance foresight and the organizational transparency of managers (case study: Saderat Bank of Tehran province). According to its purpose, the research method is applicable, and in terms of its implementation, it is mixed (qualitative-quantitative), with an exploratory nature. The statistical population of the research in the qualitative part includes 12 experts, including university professors, organizational consultants, and senior managers of Saderat Bank in Tehran province, and the sampling method is non-random snowball; and the statistical population in the quantitative part includes all the employees of Saderat Bank in Tehran province; 7170 people of which 365 were selected as a statistical sample based on the table of Karjesi and Morgan. The sampling method is simple random. To collect information in the qualitative part, interviews and research literature were used, and in the quantitative part, two questionnaires made by the researcher and taken from the qualitative part were used. SPSS and PLS software were used for analysis. The results showed that a total of 101 indicators and 6 dimensions were identified for the foresight of e-governance, along with 6 dimensions of organizational transparency of managers. All the components of e-governance foresight had a significant and positive relationship on the organizational transparency of managers, and thus, the proposed model was formed. The results of the test of the relationships between the variables of the e-governance foresight relationship model with organizational transparency of managers show that the independent variables have been able to predict a strong level of changes in the dependent variables, and finally all the relationships between the variables of the e-governance foresight relationship model with organizational transparency Managers are approved.
Extended Abstract
Introduction
In the 21st century, the Internet as a communication tool has the ability to radically change the appearance of the government and public organizations. In the new era, a good governance is an accessible one, and the requirement for better governance is the quick and easy access of citizens to quality information and services. Good governance occurs in a government that provides the possibility of citizens' participation and supervision and helps them improve their quality of life, and this is not possible unless electronic governance is implemented (Safariyan & Emam jomezadeh, 2016). According to the UNESCO definition, e-governance means the use of information and communication technologies by the public sector with the aim of encouraging citizens to participate in the decision-making process in order to expand democracy, share information and create a responsive, transparent and effective government (Maccani et al., 2020).
The development of electronic government in countries increases transparency and reduces corruption in government activities and actions (Khosravani, 2018). Transparency has been introduced as a way to maintain or even increase trust, and evidence shows that decision-making transparency has a positive effect on citizens' trust in regulatory organizations (Grimmelikhuijsen et al, 2021). The concept of organizational transparency arises from the need to deal with corrupt practices and refers to easy access to information by stakeholders. Information should be available in a sufficient and comprehensible manner, and on the other hand, making decisions and implementing them should follow specific rules and regulations (Ghanbari & Moradi, 2018).
Therefore, the current research seeks to find an answer to the following main question: What is the e-governance forecasting model with the organizational transparency of Saderat Bank managers of Tehran province?
Theoretical Framework
Foresight
Foresight is structured disclosure and estimation that deals with long-term social, economic and technological development and needs. In this element, collaborative and interactive methods are used, so it includes a wide range of active actors (Saghafi et al, 2018).
Electronic governance
Electronic governance means the use of information and communication technology to exchange information and transactions between governments, government departments, government and citizens, and government and business in order to improve efficiency, effectiveness, transparency and accountability in the country (Estevez & Janowski, 2013).
Organizational transparency
Transparency means that decisions and their implementation are made using transparency rules and regulations, as well as the possibility of accessing information freely for all those who are exposed to these decisions. Another meaning of transparency is the expression of necessary and understandable information in specific forms and through public media (Ghiasi et al, 2021).
Umugwaneza & Kising'u (2023) investigated the impact of e-banking on the performance of commercial banks in Mombasa County, Kenya. The results of Pearson correlation showed that the capabilities of automated banking, mobile banking, internet banking and smart card banking have a positive and significant relationship with the performance of commercial banks in Mombasa, Kenya. The regression results showed that automated banking, mobile banking, internet banking and smart card banking had a positive and significant effect on the performance of commercial banks in Mombasa, Kenya. The regression results showed that mobile banking has a negative and significant effect on the performance of commercial banks in Mombasa, Kenya.
Heydari Fard et al, (2023) conducted a research entitled "The relationship between transformational leadership style and the rate of elementary school teachers' use of electronic teaching with the mediating role of organizational transparency" with the aim of testing the mediating role of organizational transparency in the relationship between the transformational leadership style and the rate of the use of electronic teaching by the teachers of primary schools in Ilam city. The results showed that in the sample of teachers, the hypothesized model of relative mediation of organizational transparency in the relationship between transformational leadership style and the amount of use of electronic teaching by primary school teachers in Ilam had a favorable fit with the data. In addition, the results showed that in the hypothesized model, all correlation coefficients and regression path coefficients were statistically significant, and the mediator of organizational transparency has a significant positive and indirect effect.
Research methodology
According to its purpose, the research method is applicable, and in terms of its implementation, it is mixed (qualitative-quantitative), with an exploratory nature. The statistical population of the research in the qualitative part included 12 experts (including university professors, organizational consultants, and senior managers of Saderat Bank in Tehran province), and non-random snowball sampling method was used. In the quantitative part, the statistical population includes all the employees of Saderat Bank in Tehran province, numbering 7170 people, of which 365 were selected as a statistical sample based on Karjesi and Morgan's table. The sampling method in this section is simple random. The data collection tool in the qualitative part is the use of interviews and research literature, and in the quantitative part, it includes two researcher-made questionnaires derived from the qualitative method.
Research findings
SPSS and PLS software were used for data analysis. The results showed that a total of 101 indicators and 6 dimensions were identified for the foresight of e-governance and 6 dimensions of organizational transparency of managers. All the components of e-governance foresight had a significant and positive relationship on the organizational transparency of managers, and the proposed model was formed. The results of the test of the relationships between the variables of the e-governance foresight relationship model with organizational transparency of managers show that the independent variables have been able to predict a strong level of changes in the dependent variables, and finally all the relationships between the variables of the e-governance foresight relationship model with organizational transparency Managers are approved.
Conclusion
The current research was conducted with the aim of predicting the relationship between e-governance and the organizational transparency of managers (case study: Saderat Bank of Tehran Province). The results of the present study are in agreement with the results of Heydari Fard et al, (2023), Mahmoudi et al, (2022), Bayrampur et al, (2021), Jamshidian et al, (2021), Panahi (2021), Umugwaneza & Kising' u (2023), Erkut (2020), and Iyad (2019). Bayrampur et al, (2021) showed that the environmental factor ranks second and the individual factor ranks third in the spread of administrative corruption in this research. Indicators of weak supervision, low risk of crime discovery, group homogeneity, and superiority of individual interests over public interests, and distance from spirituality (materialism and extreme luxury) are among the factors that play a large role in the occurrence of administrative corruption. With periodical and incidental monitoring and inspections, the risk of crime detection in organizations can be increased and the organizational environment can be made unsafe for any violation and corruption, and also by correcting and clarifying organizational structures, interactions and processes, and establishing the system meritocracy can manage and control corruption. The results of the second question of the research can provide different dimensions of information transparency and customer transparency to design a model to determine the effective factors in the occurrence of administrative corruption and examine the role of organizational supervision and transparency in preventing it.
According to the results obtained from the research, it is suggested:
- Preparing, designing and setting up a suitable framework for the employee suggestions system in the organization in order to pay attention to the suggestions of employees and respect their human personality and increase people's trust in the organization and strengthen the transparency of the organization.
- Compiling the dimensions of organizational transparency and institutionalizing it in people through training and advertising in order to strengthen organizational transparency and increase it in the organization.
- Providing information to employees by holding meetings, regular meetings of officials with employees, internal seminars, etc.

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.

Abstract The purpose of this research is to compile a model of digital marketing strategies in successful Iranian startups. According to its purpose, the research method is practical, and in terms of its implementation, it is mixed (qualitative-quantitative). The statistical population of the research in the qualitative part includes 13 academic and executive experts in the field of startups in the country, who were selected using the purposeful judgment method and the snowball method, and the statistical population in the quantitative part includes the marketing unit of active successful startups. There are 250 people in the country (5 companies) and marketing professors of 5 top universities in Tehran, and the statistical sample was 148 people, 180 distributed and 163 analytical questionnaires were selected using Morgan's table. A semi-structured interview and a researcher-made questionnaire taken from the qualitative section were used to collect information. In the qualitative part, the data theory method of the foundation was used, and the data obtained from the interviews were coded and analyzed in the three main stages of open coding, central coding, and selective coding, and in the quantitative part, the factor analysis of the indicators was done. The results of the qualitative part indicated that 241 primary codes, 46 central codes and 14 selective codes were identified and extracted. The results of the research showed that the causal conditions with 4 variables of network capability, use of artificial intelligence, marketing capability and customer knowledge have an effect on digital marketing strategies, and the results of confirmatory factor analysis showed that the fit indices of the model were confirmed.
Extended Abstract
Introduction
With the growth of ECT technologies including artificial intelligence, GPS, Bluetooth, QR code and other mobile and Internet connected technologies, marketers can offer micro-experiences/activities/services at an ultra-local level and adjust their messaging to effectively target small consumer segments locally (Singh & Keating, 2018). In this regard, digital marketing activities including mobile marketing, search engine based marketing, institutional marketing, email marketing, social network based marketing, etc. have been proposed. (Dwivedi et al, 2020). On the other hand, social networks have also created new challenges and advantages. It is important for companies to act in the field of specialized social networks so that digital marketing is not used by inexperienced experts and companies are safe from adverse effects by paying special attention to aligning their organizational goals with digital marketing solutions (Aswani et al., 2019).
Internet technology and the increase in the number of Internet startups have fundamentally affected the world economy. The Internet provides companies with the opportunity to offer their products and services internationally 24 hours a day (Kohler, 2016). Experience shows that in the future, all organizations must operate online in order to remain competitive. The cost of advertising and marketing products and services on the Internet is very low compared to advertising and distribution costs related to traditional methods. Small and medium businesses are an important part of the economy in all countries, but they are heavily influenced by rapid changes in the external environment, especially demographic and economic. These rapid changes affect the marketing department of these businesses to meet the needs and expectations of customers in order to maintain a competitive position in the market (Sedaghati & Seiedin, 2023).
Based on this, the current research is looking for an answer to this question: How is the formulation of digital marketing strategies model in successful Iranian startups?
Theoretical Framework
Digital marketing
The term digital marketing has been referred to as a subset of marketing management and advertising management since two decades ago (Kannan, 2017). Digital marketing includes the set of all tools and activities that are used to market products and services on a digital platform (web, mobile internet or other (digital) tools) (Vaziri Gohar & Abdolhosani, 2020).Digital marketing strategiesIn this changing world, there is an urgent need for a strategic vision and a clear strategy map to sustain business growth. As a result, organizations cannot implement digital marketing without a clear definition of the strategy.Create a good quality customer experience.In defining the digital marketing strategy, management should determine the transition plan to identify the ability of human resources to cope with the change. The company must help, accompany its employees during this transformation, and invest in their retention and competitive advantage (Erdmann & Ponzoa, 2021).
Javid et al, (2023) investigated the quality of customer relationship management for the development of digital marketing strategies in Bank-e Shahr. The results of the research showed that the variables of infrastructure, organizational environment, customer orientation, human resources, communication management, service quality, management and planning, strategic management, marketing and performance are in a favorable condition in Bank-e Shahr. The use of up-to-date technologies and the implementation of a suitable organizational structure for managing relationships with customers were identified as reasons for this favorability.
Hamdi et al, (2023) investigated the identification of dimensions and components of acceptance of customer relationship management social systems by professional users using Web 2.0 technology. The identified factors were extracted in the form of 40 indicators, 8 components and 3 dimensions. Components and indicators of dimensions and components of acceptance of customer relationship management social systems, including three dimensions; organizational, customer, and technological; which organizational dimension has three components (manpower, organizational culture, organizational structure), customer dimension includes three components (value creation, performance expectation, customer satisfaction), and technological has been identified as having two components (social networks, content production).
Research methodology
According to its purpose, the research method is applicable, and in terms of its implementation, it is mixed (qualitative-quantitative). The statistical population of the research in the qualitative part includes 13 academic and executive experts in the field of startups in the country, who were selected using the purposeful judgment method and the snowball method; and the statistical population in the quantitative part includes the marketing unit of active successful startups in the country (5 companies) and marketing professors of 5 top universities in Tehran; as many as 250 people, and the statistical sample was 148 people, 180 analytical questionnaires distributed and 163 were selected using Morgan's table. A semi-structured interview and a researcher-made questionnaire taken from the qualitative section were used to collect information.
Research findings
In the qualitative part, the data-based theory method was used, and the data obtained from the interviews were coded and analyzed in the three main stages of open coding, central coding, and selective coding; and in the quantitative part, factor analysis of the indicators was done. The results of the qualitative part indicated that 241 primary codes, 46 central codes and 14 selective codes were identified and extracted. The results of the research showed that causal conditions with 4 variables of network capability, use of artificial intelligence, marketing capability and customer knowledge have an effect on digital marketing strategies; and the results of confirmatory factor analysis showed that the fit indices of the model were confirmed.
Conclusion
The current research has been conducted with the aim of developing a model of digital marketing strategies in successful Iranian startups. The results of the present study are in agreement with the results of Javid et al, (2023), Saeidi & Hoseinzadeh Naer (2022), Gholipur (2022), Boban et al, (2020), Bozkut & Gligor (2021), Musavirad & Ahmadi (2022), Dehghan (2018). Malek Akhlagh et al, (2021) showed that electronic customer relationship management means the development of traditional customer relationship management with the help of Internet technologies and an attempt to improve and fill the communication gap in which companies' marketing performance helps through examining the created development. Digitalization blurs the boundaries between technology and management and facilitates new business models based on the concepts, methods and tools of the digital environment.
According to the results obtained from the research, it is suggested:
Strengthening business practices with the aim of increasing competitiveness based on artificial intelligence should be considered, which leads to a major transformation in business. By using artificial intelligence, startups are able to identify, consider and understand their target buyers, and understand which type of product may be most needed at a specific time. With the evolution of big data and technologies, startups will be able to estimate buyer activity and monitor data-driven companies in any catastrophic situation and will obtain significant results that will improve their marketing decisions. Based on marketing capabilities, startups can meet the needs of current and new customers both through the development of new products and through the development of features and applications of existing products in order to ensure stability and survival, and to avoid shocks caused by new waves of competition based on new technologies.

Abstract Abstract
The aim of the current research is to identify the dimensions and components of marketing of customers in Iran's tourism industry. According to its purpose, the research method is applicable; and in terms of implementation, it is qualitative, descriptive and thematic analysis. The statistical population of this research includes 10 specialists, researchers, academic experts and familiar with marketing in the tourism industry. Also, they were selected and interviewed in order to approve the validity of the model. Data analysis was done using MAXQDA 2018 software. According to the analysis that has been carried out using thematic analysis method to determine the dimensions and components of the marketing of Iranian tourism industry customers; 3 dimensions, 8 components, and 41 indicators have been identified and confirmed. Marketing dimensions include service quality dimension, marketing policy dimension and tourism experience dimension; and components including satisfaction with tourism services, infrastructure facilities, tourism costs, macro policies, planning and management, tourist feedback, tourism culture, advertising and marketing. The results showed that all the identified indicators related to the dimensions and components of marketing of Iranian tourism industry customers are effective.
Extended Abstract
Introduction
Today, tourism is considered one of the most important and effective economic issues and one of the important and prominent communicative, social and cultural factors in the world (Mohammadi & Mirtaghiyan Rudsari, 2019). In the past years, the importance of tourism at the international level, both in terms of the number of tourists and in terms of foreign exchange earnings, has continuously and unprecedentedly been increasing. Service quality has been emphasized as one of the pillars of the competitiveness of service companies in the tourism industry. Therefore, using a method that can be used to measure service quality has always been important (Huong et al, 2017).
As one of the leading industries in the world and one of the fastest economic sectors, tourism industry has a strong driving force in social, cultural and economic fields, and the ability to shape and transform many organizations. Among the factors that can improve the development of this industry, there is the use of tools and effective parameters of marketing. Therefore, the need for research on tourism marketing is raised more and more (Shir Shamsi et al, 2020).Therefore, the researcher asked the main question: what are the dimensions and components of marketing for customers in Iran's tourism industry?
Theoretical Foundations
Tourism refers to the set of trips that are made between the origin and the destination with the motives of rest, entertainment, recreation, sports, sightseeing, business, culture or spending leisure time, and in which the tourist does not have employment or permanent residence at the destination. In general, trips that are made with the above motivations and involve at least one night stay at the destination are called tourism trips (Argha, 2016). The issue of motivations in tourism and the choice of travel today is one of the issues that occupy the minds of researchers in the field of tourism, forcing them to try to learn more and more about these motivations and dreams that make travelers spend their time and money in this way (Hoseinzadeh & Heydari, 2018).
 Han & Nhung (2022) conducted a study titled "Vietnam tourism satisfaction: comparison with other countries in Southeast Asia". The statistical population was electronic tourists in Vietnam. The results of the research showed that the level of satisfaction with e-tourism in Vietnam was at a higher level than the neighboring countries, and this was due to the improvement of the quality of services provided in this industry.
 Moon & An (2022) conducted a research titled "Usage and satisfaction motives and their effect on the attitude and satisfaction of e-tourists: a multi-level approach". The results of the research showed that the optimal use of the electronic tourism system had a positive effect on their satisfaction and attitude.
Research methodology
This research is applicable in terms of purpose, qualitative in terms of data collection, and thematic analysis in terms of research implementation method. The statistical population of the research is 10 specialists, including experts, researchers, academic experts and familiar with marketing in the tourism industry. Also, they were selected and interviewed in order to fit the validity of the selection model, and using the field method and dimensions' semi-structured interview tools, primary components and indicators will be compiled. After analyzing the interviews, a total of 3 dimensions, 8 components and 41 indicators were identified in line with the research objectives.
Research findings
Data analysis was done using MAXQDA 2018 software. Based on the obtained results and according to the qualitative analysis, a total of 3 dimensions, 8 components and 41 indicators have been identified and confirmed. The dimension of service quality, the dimension of marketing policy, and the dimension of tourism experiences have been identified. The results showed that, according to the interview regarding the indicators that influence the dimensions and components of the marketing of the customers of the tourism industry of Iran, the extracted components related to the dimensions and components of the marketing of customers of the Iranian tourism industry are effective.
Conclusion
The current research was carried out with the aim of identifying the dimensions and components of marketing for the customers of Iran's tourism industry. The results of this research are consistent with the results of Han & Nhung (2022), Moon & An (2022), Cavalcante et al, (2021), Balal (2021), Manavi (2022), and Abkhiz (2021). Sharmin et al, (2021) showed in the research that interaction, trendy trend and electronic word-of-mouth advertising indirectly influence satisfaction through mobile usefulness and ease of use of mobile phone. Also, mobile usefulness and ease of use directly affect satisfaction, and this significantly affects the intention to use these factors for sustainable tourism marketing.
According to the obtained results and the identification of the importance of service quality aspects that include satisfaction with tourism services, infrastructure facilities and tourism costs that have the greatest impact, it is suggested that tourist accommodations and organizations consider such things as the physical environment, tourism destination, tourism costs, tourism accommodation facilities, creation of recreational and sports facilities,              e-tourism, security, health and hygiene, etc. to create a better and superior feeling among permanent tourism customers, and try in the field of these facilities to improve the quality of their services to customers. According to the results obtained from the marketing policy dimension, which includes attracting domestic investors in the tourism sector, removing of the obstacles to foreign investment in tourism, large investments in tourism, regulation of the tourism industry, regulation of strategies based on the distribution of attractions, provision of trained manpower, determining the standards of the tourism industry, monitoring the good performance of work, etc., to improve these experiences for tourists as much as possible and help to improve tourism.
 

Abstract Abstract The purpose of this research is to design and explain the behavior model of buyers of luxury goods centered on the gold market. In this regard, while reviewing concepts such as buyers' behavior, luxury goods and the gold market, with interviews from experts and professors in the field of luxury and gold industry as well as marketing, qualitative analysis method was used to present the pattern of behavior of buyers of luxury goods centered on the gold market. The studied community includes all experts and professors in the field of luxury and gold industry as well as marketing. The sample size of the study includes 10 experts in the field of luxury and gold industry as well as marketing, which was selected by the theoretical saturation method. Semi-structured interview and Delphi method were used to collect data in this research. The results of qualitative analysis by Max Kyoda software showed that the components of designing and explaining the behavior model of luxury goods buyers centered on the gold market by thematic analysis method include: 1- social factors, 2- cultural factors, 3- individual factors, 4- economic factors, 5- consumer attitude, 6- consumption motivation, 7- value, 8- experience, 9- awareness and 10- consumer behavior. Also, for these components, 65 indicators were finally approved by the experts. Extended Abstract Introduction Luxury consumption is a relatively global phenomenon that is more widespread in developed countries. It can be said that luxury consumption is more common in cultures that are luxurious and tend to materialism (Heidarzadeh & Reise Rohani, 2014). Social attitude is defined as giving importance to friends knowing that they have a luxury brand and introducing the luxury brand as a symbol, character and high social status. Value attitude means that people value the brand for the reasons: reflection of the personality by the luxury brand, creating identity with the brand, creating a favorable feeling in people, and increasing self-confidence. Hedonic attitude is the attitude towards the luxury brand from the aspects of: luxury brand being fun, not boring, and creating excitement and euphoria by the luxury brand (Schade, Hegner, Horstmann & Brinkmann, 2016). Today, business success cannot be taken lightly; therefore, understanding and predicting consumer behavior is the key to the success of organizations in planning and managing this changing environment (Dehdashti Shahrokh & Ahmadi, 2016). Identifying the factors affecting consumer behavior is very important in all industries, but in some areas, such as luxury brands, it becomes more apparent because the factors influencing the purchase of luxury consumers from ordinary and daily goods are more complex and are rooted in the psychological and social factors of individuals and consumers. They seek to achieve higher values ​​than usual brands (Kapferer & Valette-Florence, 2018). In fact, this research is an attempt to find an answer to the question that what are the most important components of buying behavior of luxury products (gold and jewelry) among Iranian customers? Theoretical framework Along with the significant growth trend of luxury goods consumption, research on luxury goods has also boomed in recent years (Zhang, Cude & Zhao, 2020). Usually, there is no single and coherent definition of the concept of luxury among academics. However, this term is mostly used for products, services or brands that have a higher price, exclusive position in the market, excellent quality, unique beauty and creating a sense of pleasure (Cho, Rha & Burt, 2015). Luxury goods are different from goods that are bought on a daily basis because these products, in addition to being daily needs, also meet social needs such as social prestige, and buyers show their personality by purchasing luxury products (Haghighi Nasab, Islami & Davarpanah Kiasraei, 2016). The gold reserves in the balance sheets of the central banks of the world, on the one hand, and its attractiveness for investment purposes and dealing with the unstable macroeconomic environment, on the other hand, caused this valuable metal to attract the attention of policymakers, researchers, and macroeconomic market players even after the collapse of the Bretton Woods system (Jalili, 2013). Gold is always in high demand by individuals, governments and central banks. The flow of a large amount of financial capital towards gold causes the stagnant capital that could be used in the production capacity of the country (Jalili, 2013). Koles (2022) in a study entitled "Factors affecting the buying behavior of luxury products" investigated the impact of customer experiences on the purchase of luxury products. In this study, which was conducted with a survey approach among 413 customers of luxury products in India, the researchers showed that brand experience, brand resonance and brand trust have a significant effect on the intention to purchase luxury products. Jiachen (2022) in a study entitled "Luxury consumption behavior after the financial crisis" investigated the trend of buying luxury products after the financial crisis in the last decade. In this research, it was found that although the financial crisis affected the market of luxury products as a shock; this influence was temporary and did not have a great impact on the buying behavior of luxury products.   Research methodology In terms of research philosophy, this research falls under positivist studies. In terms of strategy, this research is of an applicable type, which is carried out with a descriptive-non-experimental approach. In terms of the type of data, this research is qualitative. In terms of time, this study is done in a single section. In terms of data collection method, interviews are used in this research. The statistical population of the research consists of experts in the field of luxury and gold industry as well as marketing. In this research, non-probability targeted sampling methods were used to select the sample from purposive sampling. A total of 10 people were interviewed. Data collection continued to the theoretical saturation of the categories until it was not possible to obtain new data. Accordingly, data has been collected through in-depth semi-structured interviews with experts. The Holstein coefficient was used to evaluate the reliability of the interviews. In the present research, in the first step, using the library method and interviewing experts and implementing it in the MAXQDA18 software and performing open and axial coding, the indicators and components were identified and summarized, and then the indicators and components were confirmed by the experts, using the Delphi method, and in the next step, the final framework of the final model was formed using selective coding. Research findings In the current research, MAXQDA20 software was used and open and axial coding of indicators and components was identified and summarized, and then using the Delphi method, the indicators and components were finally approved by experts. In order to design and explain the behavior model of buyers of luxury goods centered on the gold market, 10 components and 65 indicators were identified and approved by experts. In this research, according to the model, it seems that the behavior of buyers of luxury goods will be influenced by the gold market. In the current research, according to the model, it seems that the components of social, cultural, individual and economic factors will affect the consumer's attitude, consumption motivation and value, and in this way, they affect the experience and awareness. The results of the model continue to show that the components of experience and awareness have an impact on consumer behavior. Regarding the indicators obtained in this research, according to the weight obtained in the coding stages, the indicators of feigned behavior and pretending, information search and exploration, aesthetic experience, occurrence of economic crises, ethnic and tribal culture, the most weight was allocated to Iranians. Conclusion The current research was conducted with the aim of designing and explaining the behavior model of buyers of luxury goods centered on the gold market as a qualitative study. The results of this research are in line with the results of Eastman et al., (2020). In an article, they showed the critical roles of social media, peers, and family in influencing students' luxury consumption and providing insight into how they form an emotional bond with them. Luxury marketers can build business relationships with college student consumers by presenting products as current luxury consumer goods and see their consumption expand into the future. It is also consistent with the result of Dhaliwal et al., (2020). They show that the consumer behavior towards luxury goods has been studied in the past. This article combines the determinants of luxury shopping behavior and previous traditions into four main factors: individual factors, psychological factors, cultural and social factors, and factors related to luxury goods. This research is consistent with the current research in terms of individual factors, psychological factors, cultural and social factors. According to the results of the research, it is suggested to investigate consumer behavior by perceived behavioral control and mental norms, adaptive behaviors and attracting the attention of others, as well as pretentious behaviors and pretending in social behaviors and imitative behaviors, following the behavior of widespread urbanization and understanding and predicting the behavior of consumers. It is suggested that by recommending and ordering to people around you about this brand, awareness of product quality and diversity in selection, as well as awareness gained through online advertising, by searching and exploring information, by awareness from family and friends, and awareness through foreign trips and awareness of the internet and satellite networks to improve the level of brand awareness.

Abstract Abstract
The purpose of this research is to investigate the mediating role of brand equity in the impact of social media marketing on customer reaction. This research is among the descriptive researches of the survey type. The statistical population of the research is all the customers of Hakopian brand agencies who are members of that brand's Instagram page. The sample size was estimated to be 384 people, which were selected by available sampling method. In order to collect data Standard questionnaires were used. Validity was investigated using confirmatory factor analysis and Cronbach's alpha coefficient greater than 0.7 for different constructs confirmed their reliability. In the inferential statistics section, Kolmogorov-Smirnov test, Pearson correlation coefficient and model test were used. Constructing structural equations with the help of smart pls software was used to test hypotheses. A significant level was considered for all analyzes (p<0.05). The results indicated that social media marketing has a positive and significant effect on brand equity and customer reaction. Brand equity has a positive and meaningful effect on customer reaction. Also, the findings showed that brand equity has a positive mediating role in the impact of social media marketing on customer reaction.
Extended Abstract
Introduction
Today, people's personal and social life is mostly in cyber space. In this new space, businesses are looking for new opportunities to exploit. Social media marketing is a two-way communication that seeks to attract young users and even promote familiar feelings associated with existing luxury brands to the older age group (Ahmad et al, 2016). In addition, brands' social media activity is an opportunity It provides for reducing misunderstanding and prejudice towards other brands and leads to an increase in brand value by creating a space for exchanging ideas and information online among people (Dehdashti Shahrokh & Naeli, 2021). Due to the exponential increase in the use From these social media, not only existing social network users, but also commercial companies and government organizations are connecting and using them as communication tools (Hajialiakbari & Moosavi, 2019). Unlike individual users of social networks, these organizations are Activists use social media for advertising and marketing, which has been done to implement integrated marketing activities without time, space and media restrictions with much less effort and cost than before (Galati et al, 2017). .
Understanding the role of social media is vital for researchers and managers in the field of marketing, therefore, social media marketing is an integral element of business in the 21st century (Felix & et al, 2016). Existing researches empirically identify the specific objectives of social media marketing. including sales stimulus, increasing brand awareness, improving brand image, generating traffic to online databases, reducing marketing costs, and creating user interaction in databases by encouraging users to send or share content. Despite the increase in usage Pervasive of social media in business, researches in the field of social media strategies are few and companies develop and guide their social media marketing strategies by trial and error (Ananda&etal, 2016). With the rapid expansion of social media Social media and its programs have had a deep impact on the structure of businesses, which has led to a deep transformation in the marketing models of companies (Galati & etal, 2017).
In this research, an attempt is made to answer the question whether social media marketing by emphasizing the mediating role of brand equity has a significant effect on the reaction of customers of Hakopian Company?
 
Theoretical foundations
Few researches have been done on social media marketing strategies. Issues related to social media marketing have caused researchers to focus and pay attention and expand the importance of such a topic. One of the types of relationships that consumers establish with the brand is the feeling of customer reactions (Almasi et al, 2020). By establishing such a relationship with the brand, a stable and inimitable source of competitive advantage is created for that particular brand. Sharma et al (2018) have defined customer reactions as the benefits that customers believe they will receive in excess of the cost associated with their consumption (Keegan & Rowley, 2017). Customer reactions are an overall evaluation of service usefulness, based on customers' perceptions of what they get In contrast, it is the cost paid. Kotler & Sheth (1997) have also claimed that the value of products for customers is determined by satisfaction and loyalty (Gong et al, 2020).
On the other hand, customers always show behavior when faced with the actions of the organization, which is called customer reaction or in a more familiar word, customer reaction. These reactions are caused by their behavioral intentions and also their attitudes about a subject (Lim et al, 2017). ). On the other hand, today most of the marketing managers have come to believe that the real value does not exist in the product or service, but this value is in the eyes of potential and actual customers and it is the brand that evokes this value in their minds. A strong special brand can have more brand equity (Zollo et al, 2020). Brand equity is a set of assets and liabilities linked to a brand. Brand equity is the differential effect that brand awareness has on customers' response to brand marketing. The special value of a brand is caused by the perception that consumers have of that brand, which is changed by many factors (Ahmad et al, 2016). which are effective in creating and forming the special value of the brand in the minds of consumers, understood and recognized (Ngan et al, 2019). The special value of the brand is created when customers tend to pay more for the same level of brand quality due to the interestingness of the brand name and strong attachment to it (Rezaeian & Asgari, 2021).
 
Research Methodology
The current research is applied in terms of purpose and descriptive-survey in terms of data analysis. The statistical population of the research was made up of all customers and consumers of Hakopian brand clothing products in Tehran city. Based on the formula for determining the sample size of the unknown statistical population (Cochran's formula), the sample size was 384 people and was obtained by available sampling method. Data were used from the standard questionnaires of brand specific value of Aaker (1996), social media Seo & Park (2018) and customer reaction Buil & etal (2013). In order to determine the validity of the research tool, face validity, content validity and confirmatory factor analysis were used. Cronbach's alpha coefficient was used to determine the reliability of the research tools. To test the research hypotheses, the Kolmogorov Smirnov test and the structural equation technique were used using SmartPLS statistical software.
 
Research findings
The results related to the first hypothesis showed that social media marketing has a positive and significant effect on brand equity. The results related to the second hypothesis showed that the brand equity has a positive and significant effect on customer reaction. The results related to the third hypothesis showed that social media marketing has a positive and significant effect on customer reaction. The results related to the fourth hypothesis showed that brand equity plays a mediating role in the impact of social media marketing on customer reaction.
 
Conclusion and Discussion
As mentioned, the purpose of this research was to investigate the mediating role of brand equity in the impact of social media marketing on customer reaction. This research is consistent with the research of Azami & Ayeneh (2021), Ngan et al (2019), Saberi & Moharar (2016), Hajialiakbar & Moosavi (2019), Ebrahim (2020) and Zollo et al (2020); In the end, with regard to the results of the structural equation model, it can be said that managing the way of communicating with customers can influence the type of customer behavior and the extent to which customers use the company's products depends on these relationships. The use of marketing strategies. The new way of attracting potential customers can play an essential role in increasing the company's market share. The degree of customer satisfaction with the company's performance and the improvement of the communication environment between customers and company employees or even the services provided by them, play an important role in the processes of brand association in the minds of customers. The level of awareness that customers gain in the type of relationship they have with the company and the services provided will increase their willingness to use those products and this will mean an increase in the market share of that company. Business marketing in social media can be an important and effective factor on the customers' attitude towards the brand and their products. The emergence of other companies will not cause any disruption in the market share of this company, because its customers are indebted to this brand and Under no circumstances will they regret using the services of this company. In such circumstances, even if the desired services are not available, they will refrain from using the services of other companies. In this way, customers are committed and loyal to the company.