Novel Approaches to Marketing

Abstract The rapid increase in e-commerce exchanges has created a new pattern in world trade; Customers in social commerce can generate content and share their information and experiences about products and with others. Such a possibility brings opportunities and threats for businesses, and according to these conditions, it is very important to examine consumer behavior. The purpose of this research is to investigate the impact of the richness of social commerce features on the stickiness of the Digikala store website based on digital behavioral data. In terms of the paradigm of positivism, the current research is considered to be a cross-sectional study in terms of applied orientation and in terms of the nature of quantitative data and descriptive research and in terms of time index. In order to achieve this goal, 384 people were randomly selected by using the real digital behavioral data of DigiKala customers from digital behavioral information registration software and a questionnaire. The research method is the structural equation modeling approach. The feature richness of social commerce has a direct impact on trust, perceived pleasure, and perceived usefulness.

Abstract Today the importance and necessity of tourism is no longer boring for any one. The product that tourism offers to its consumers is an experience. Today, there are extensive studies in the field of tourism experience in the world. The purpose of this study was to investigate the effect of tourism experience economy on place attachment and behavioral intentions through the mediation role of pleasant arousal (emotion) and memories. The present research is intended as an applied research and is classified as descriptive-survey research in terms of its purpose. The statistical population of this study is the tourist who visited the Golestan Palace Global Collection during the duration of the research. Given the unlimited size of the community, the Cochran formula was used to obtain sample size from the sample size for an unlimited society, which was 384 in the present study. In order to collect the required data, a questionnaire was used and data was analyzed using PLS software. The findings of this research indicate that the tourism experience economy affects the feelings and memories of tourists.

Abstract Given the expansion and development of various types of social media in Iran and the acceptance of companies in using these media and platforms in various marketing and advertising sectors, as well as introducing their goods and services to their audiences and forming their marketing orientation based on it, this study seeks to investigate the impact of market orientation based on the strategic use of social media such as Instagram, Aparat, WhatsApp, and Rubika in companies in the electronics and computer industries on their marketing and financial performance. This is an applied, survey, and correlational study. The statistical sample of this study is 160 companies in the electronics and computer industries in Tehran province, which were selected using a simple random sampling method and collected data through a questionnaire. The reliability and validity of the questionnaire was verified with statistical software. This show that market orientation based on the strategic use of social media in companies in the electronics and computer industries affects their marketing and financial performance; the point is that the direct effect of using social media on marketing performance has not been confirmed, but its indirect effect through customer relationship management and brand management has been confirmed.

Abstract The purpose of the present study is to investigate the effect of brand social identity and narrative branding on consumer behavioral tendencies, considering the mediating role of brand image in the consumption of luxury clothing brands. Questionnaires of brand social identity, narrative branding, consumer behavioral tendencies and brand image were used to collect data. The statistical population of this research included all customers of clothing stores that have domestic luxury brands (N=250).
SPSS version 27 software was used for descriptive statistics and Smart PLS version 3.2 software was used for structural equation modeling. The results showed that the effect of narrative branding on the brand image of luxury clothing stores in Tehran was significant (β=0.169), and narrative branding has a positive and significant effect on customers' behavioral tendencies (β=0.215); Also, the effect of brand image on customers' behavioral tendencies was positive and significant (β=0.442).Therefore, referring to the result of this research, in the continuation of the results of the present research, it seeks to investigate the mediating role of brand image in the relationship between brand identity and behavioral tendencies and narrative branding and behavioral tendencies of customers of luxury clothing stores in Tehran.

Abstract The rapid expansion of urbanization and the growing demand for mobility services have accelerated the development of urban transportation platforms. Despite their potential benefits, consumer participation remains limited, highlighting the need to understand its key drivers. This study aimed to identify and synthesize the determinants of consumer participation in such platforms. A systematic review with meta-analysis was conducted through a comprehensive search of academic databases over the past two decades. From1204 retrieved articles, 42 quantitative studies met the inclusion criteria and were analyzed. Data on variables and their interrelationships were extracted and integrated through effect size estimation. The results showed that technological factors such as perceived usefulness and ease of use, environmental considerations, psychological elements including trust, perceived value, service quality, behavioral control, and expectation alignment, as well as social and economic factors like social value and financial benefits, play significant roles in shaping participation. Moreover, mediators such as attitude, perceived risk, and satisfaction were identified as critical in the decision-making process. Overall, consumer participation is driven by the interaction of these factors, leading to intentions and actual usage.

Abstract Abstract
In today’s world, competition in the global trade arena is increasingly intense. To achieve sustainable economic growth and create employment, countries are compelled to strengthen their exports. Accordingly, the main purpose of this study is to develop an export competitiveness framework through a systematic review of previous literature. This research employs a qualitative method based on a systematic literature review. A total of 303 articles were examined, and after several screening stages, 33 articles were selected for the final analysis. The study proposes a comprehensive framework for export competitiveness that encompasses various dimensions of export competitiveness (competitive advantages, competitiveness indicators, and export performance), antecedents of export competitiveness at multiple levels (firm-level, industry-level, and country-level factors), consequences of export competitiveness (productivity growth, market performance, and financial export performance), intervening factors (market- and government-related), and contextual factors (economic and political). The findings indicate that export competitiveness is a multidimensional concept influenced by numerous factors across firm, industry, and national levels. Overall, the study shows that achieving export competitiveness requires simultaneous attention to factors at various levels and the adoption of an integrated and holistic approach.

Abstract This study aims to conduct a meta-synthesis of the phygital customer experience in retail stores in order to identify the dimensions and components of the phygital customer experience. Using a meta-synthesis method, After removing duplicate articles and screening articles by reviewing titles, abstracts, and full contents of the articles, 41 credible articles published between 2019 and 2025 (CE) and 1399 and 1404 (SH) were extracted from authentic databases with keywords related to the phygital customer experience. Data analysis involved open, axial, and selective coding, leading to the identification of key components. Findings reveal the phygital experience structure, including antecedents (phygital technologies and channel integration), phygital customer journey (pre-purchase, purchase, and post-purchase), dimensions of the phygital customer experience (emotional, cognitive, sensory, social, and symbolic), and outcomes (behavioral, social, and economic). The study highlights that integrating online and offline channels and leveraging smart technologies creates an enjoyable and efficient customer experience, leading to significant behavioral, social, and economic benefits for retail stores.

Abstract AI has become indispensable in shaping how online consumers make decisions, significantly impacting how they browse, assess, and ultimately select products and services in the digital sphere. By leveraging extensive datasets and sophisticated algorithms, AI enables customized recommendations tailored to each consumer's preferences, browsing history, and demographic data. This capability not only alleviates decision fatigue during the purchasing process but also increases the likelihood of satisfying purchases. This study aimed to investigate how AI chatbots influence online customer purchasing decisions. It utilized a state-of-the-art review method to analyze recent sources, identifying 637 relevant articles from 2016 to 2024. Following screening based on criteria like duplication, language (English), keywords, title, and content review, by doing so, 30 relevant articles were selected and analyzed in detail. Finally, after reviewing the articles and answering the research questions, the impact of chatbots at each stage of the customer's online purchasing decision-making process was determined.

Abstract The purpose of this research is to investigate the mediating role of firm agility and the moderating role of digital control in the effect of social media strategy on the digital performance of creative firms. The statistical population of the present study includes Iranian creative firms. Research data were collected using a standard questionnaire with a Likert scale. Also, 216 analyzable questionnaires were received, and the relationship between the variables was investigated. Data analysis was performed using the structural equation modeling method. Research findings show that the social media use strategy directly affects the firm agility and digital performance. Also, company agility has a positive effect on digital performance. On the other hand, the mediating role of firm agility in the relationship between social media use strategy and digital performance was found to be significant. Finally, the relationship between social media use strategy and digital performance is positively and significantly moderated by digital control. Overall, this research, in addition to presenting a new conceptual model, discovering new relationships among variables and investigating the existing gap, helps to increase the subject literature and has provided suggestions for use in the statistical community.

Abstract This study evaluates and identifies the role and position of each brand within the Golrang brand architecture and classifies its products based on strategic roles such as flagship, defender, entry-level (low-price), and prestige brands. The aim of the research is to provide actionable insights for optimizing branding strategies and strengthening Golrang’s competitive position in domestic and international markets. This brand diversity enables Golrang Industrial Group to target multiple market segments, enhance its presence on retail shelves, respond to consumers’ demand for variety, and reduce the risk of dependence on a single brand.
The research adopts a descriptive methodology based on secondary data, collected from the Okala website, a subsidiary of the Golrang Holding. Key indicators used to classify brand strategies include rankings of best-selling products and the price-to-volume (P/V) ratio. The results show that prestige and flagship brands have the highest average P/V ratios, while entry-level low-price brands exhibit the lowest P/V ratios. Defender brands fall in the mid-range in terms of P/V. The objective of this study is to identify the role and position of each brand within the brand architecture with respect to pricing.

Abstract This study investigates users’ mental associations with the national social media brand Rubika by employing the free association technique to capture both positive and negative dimensions of brand perception. The findings reveal that while users appreciate multifunctional user experience and diverse entertainment features, concerns regarding data security, repetitive content, and socio-cultural issues also strongly influence brand image. The results highlight that global analytical models are insufficient to fully reflect users’ perceptions without considering the local cultural and contextual factors. From a practical perspective, the study emphasizes that enhancing user experience alone is not sufficient; instead, simultaneous attention must be given to data security, privacy protection, and the promotion of value-based cultural content. Identifying both positive and negative associations offers managers of national social media platforms useful insights for designing targeted services, strengthening user trust, and fostering long-term loyalty. Accordingly, the research suggests the development of systematic frameworks for evaluating user experience and brand perception, implementation of security and privacy awareness campaigns, reinforcement local cultural contents, and the application of modern approaches for more accurate assessment Overall, the findings underline that the sustainable success of national social media platforms requires a holistic approach integrating user experience, security, cultural values user associations.