Novel Approaches to Marketing

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Novel approaches in marketing with the aim of distribution and promotion of knowledge will be published.

Quantitative and qualitative or mixed method  research articles

With innovation and high quality are published in this journal.

The focus of this journal include:

Data mining in marketing , marketing intelligence , social media in marketing, artificial intelligence in marketing, neuro marketing, metaverse,Avator,IOT, consumer behaviour , branding , advertising and industrial marketing.

This journal is one of the publications of Allameh Tabataba’i University and it will be published under the scientific responsibility of the editor-in chief  and the editorial board.

The effect of richness of social business features on website stickiness (Case study of Digikala website)

Mohammadreza Karimialavijeh; hamed vosoghi

Articles in Press, Accepted Manuscript, Available Online from 27 April 2025

https://doi.org/10.22054/natm.2025.82393.1016

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 ...  Read More
The impact of the tourism experience economy on place attachment and behavioral intentions: The Case of Golestan Palace

Fatemeh Yavarigohar; Amir Abbas vafaei

Articles in Press, Accepted Manuscript, Available Online from 13 September 2025

https://doi.org/10.22054/natm.2025.79875.1009

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 ...  Read More
The Impact of The Market Orientation Approach Based on The Strategic Use of Social Media on Marketing and Financial Performance

MohammadReza Dezfouli; Ahmad Sardari

Articles in Press, Accepted Manuscript, Available Online from 20 September 2025

https://doi.org/10.22054/natm.2025.84137.1019

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 ...  Read More
The impact of brand social identity and narrative branding on consumer behavioral tendencies with regard to the mediating role of brand image; Study case: luxury clothing brandholiday

Alireza Rostaminia; , Mahmoud Mohammadian

Articles in Press, Accepted Manuscript, Available Online from 03 November 2025

https://doi.org/10.22054/natm.2025.83365.1017

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 ...  Read More
Novel Approaches to Marketing

Publisher:
Allameh Tabataba’i University

Director-in-Charge:
Vahid Nashi Far

Editor-in-Chief:
Zohreh Dehdashti Shahrokh

Executive Director:
Mitra Amini Sepehr

Frequency: Quarterly

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