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Today, social media is counted as an integral part of marketing strategies, which has led to a paradigm change in this field. As reported, social media marketing has been growing over the recent five years and is predicted to be exponentially growing in the future. However, despite the huge promise and intention to adopt social media marketing strategies by organisations, there remain challenges regarding the successful implementation of these new marketing programmes. Accordingly, marketing managers’ awareness of the success factors of social media marketing is essential to return investment in this area. Due to the little research been accomplished in this field, this paper aims to identify the success factors of social networks’ marketing and to rank the factors by using of interval best-worst method (BWM).

To serve the research aims, an extant literature review is accomplished and a focus group approach is conducted to identify the main success factors and sub-factors. To analyse the focus group discussions, a qualitative content analysis approach is applied. Interval BWM is used to calculate the weights of each identified factor.

In the final framework, six main success criteria, including strategy, process, technology, content, performance evaluation and people are identified, for each sub-criteria are developed. The interval BWM results suggest the content criterion as the most important success factor in developing a social media marketing strategy.

First, this research provides a comprehensive insight into the success factors and best practices of social media marketing. This is the first to draw on the critical factors affecting the success of social media marketing, considering people in the organisation such as top management, employees and customers, strategy, process and performance evaluation focussing on the change management requirements for applying social media marketing and technology as the technical factor of the adoption process, simultaneously. Identifying critical success factors of social media marketing will help marketing managers to avoid falling into the trap of developing social media strategies based on less important areas and ignoring the critical ones. Besides, owing to the limited resources of organisations in implementing social media marketing strategies, prioritising and weighing the success factors will lead to a focus on more important areas.

Whilst the related studies have mostly concentrated on the capabilities and activities required to conduct social media marketing and the few research investigated the critical success factors most concentrated on the customer and the content-related factors, the finding of this research goes beyond that and suggests technical, process and human aspects simultaneously in the implementation process in a holistic view.

The purpose of this study is to organize and analyze the existing literature on co-creation in tourism to identify the state-of-the-art studies and the research gap in this field.

As the research questions seek to provide an overview of the studies in the available literature, the systematic mapping study (SMS) has been selected as the research method. A suitable mapping study method for analyzing and structuring a broad research field concerning methods, designs and research focuses on the existing publications. In total, 137 articles published during 2006–2019 in reliable academic databases such as Science Direct, Emerald, Scopus, Wiley, ProQuest, Sage, Web of Science and Taylor and Francis were selected and analyzed.

The results show a rising trend of published articles in tourism, with the maximum number published in 2019 and the minimum number in 2006. Also, analysis of input articles revealed that most of the studies focused on the antecedents and prerequisites for co-creation and paid less attention to the co-creation context. Other findings show that in the field of tourism, the hospitality sector, especially hotels have paid special attention to co-creation. The majority of papers were the empirical type with quantitative design. Furthermore, most studies used the survey method, while the case study and other methods were the next choices.

This study addresses a major research gap by summarizing the literature related to value co-creation with a specific focus on tourism using the SMS method that provides an overview of the studies in this field. Categorizing papers through SMS helps researchers to review the status of studies in a visual summary to identify gaps and directions for future research.

这项制图研究的目的是组织和分析有关旅游业共同创造的现有文献, 以识别最新研究和该领域的研究差距

由于研究问题旨在提供现有文献中的研究概述, 因此已选择系统制图研究（SMS）作为研究方法。用于分析和构建涉及方法, 设计和研究的广泛研究领域的合适的映射研究方法着眼于现有出版物。选择并分析了2006-2019年在可靠的学术数据库中发表的137篇文章, 这些数据库包括Science Direct, Emerald, Scopus, Wiley, ProQuest, Sage, Web of Science和Taylor&Francis

结果显示旅游业发表的文章呈上升趋势, 2019年发表的文章最多, 而2006年发表的最少。对投入文章的分析显示, 大多数研究集中于共同创造和付费的先决条件和先决条件较少关注共创环境。其他发现表明, 在旅游领域, 酒店业尤其是酒店业特别重视共同创造。大多数论文是经验性的, 带有定量设计。此外, 大多数研究使用调查方法, 而案例研究和其他方法是下一个选择。 原创性/价值–本研究通过总结与价值共创相关的文献来解决一个主要的研究空白, 其中特别关注旅游业, 使用SMS方法对该领域的研究进行了概述。通过SMS对论文进行分类有助于研究人员以直观的摘要查看研究状态, 从而找出差距和未来研究的方向。 

El propósito de este estudio de cartográfico es organizar y analizar los artículos existentes sobre la co-creación en la industria del turismo a fin de identificar los últimos estudios y la brecha de investigación en este campo.

El método de Estudio de Mapeo Sistemático (SMS) ha sido seleccionado como método de investigación debido a que el objeto de los temas cuestionados en este estudio es proporcionar una visión general en cuanto a las investigaciones hechas hasta hoy. El método de estudio de mapeo, centrándose en las publicaciones existentes, es un método adecuado para analizar y estructurar un amplio campo de investigación sobre maneras, diseños e investigaciones. Se seleccionaron y analizaron 137 artículos publicados durante los años 2006–2019 en bases de datos académicas confiables como Science Direct, Emerald, Scopus, Wiley, ProQuest, Sage, Web of Science y Taylor & Francis.

Los resultados muestran una tendencia al alza de los artículos publicados sobre el turismo, con el número máximo publicado en el año 2019 y el número mínimo en 2006. Además, el análisis de los artículos existentes en las bases, reveló que la mayoría de los estudios se han centrado en los antecedentes y requisitos previos para la co-creación y se ha enfocado menos en el concepto de co-creación. Otros hallazgos muestran que en el campo del turismo y la hostelería, se ha prestado especial atención a la co-creación. La mayoría de los trabajos eran de tipo empírico con diseño cuantitativo. Asimismo, la mayoría de los estudios han utilizado el método de encuesta, mientras que el estudio monográfico y otros métodos han sido las siguientes opciones.

Resumiendo los artículos relacionados con la creación conjunta de valores, con un enfoque específico en la industria del turismo, y utilizando el método SMS que proporciona una visión general de los estudios en este campo, este estudio aborda una brecha de investigación importante. La categorización de documentos usando el método SMS ayuda a los investigadores a revisar el estado de los estudios en un resumen visual para identificar vacíos y direcciones para futuras investigaciones.

Over the past decade, social media have significantly changed the way people communicate and interact with one another, which might result in positive or negative consequences. Every day, people use these technologies to share knowledge in the form of short messages, articles, images, videos and voice. Universities use social media to better connect the learners and educational communities. Previous studies have reported the positive impact of using social media by students to share knowledge. Despite the significance of social media usage in educational activities, there still remain limitations. Few studies have empirically investigated drivers related to knowledge sharing behavior in social media, and there are some inconsistent findings concerning effective factors. Therefore, the purpose of this study is to empirically examine the effect of personality traits on knowledge sharing behavior in social media among students by the mediating role of trust and subjective well-being (SWB).

To obtain this aim, cross-sectional survey was conducted. Convenience sampling technique was used to select the sample of 527 Iranian students, out of which 425 were used in the final analysis. Regression analysis and bootstrap method were used to test the research hypotheses.

The research findings revealed that the big five personality traits are associated with SWB, perceived trust and knowledge sharing behavior among students. With the exception of conscientiousness trait, all the traits used in this study lead to a significant change of the knowledge sharing behavior among students.

The findings offer further understanding about the mechanisms by which personality traits lead to knowledge sharing behavior through trust and SWB. They suggest the students to enhance personality profile and improve SWB for the benefit of these new educational platforms. Also, policymakers are encouraged to create trustworthy social media platforms to increase perceived trust and eventually knowledge sharing behavior among students.

Little is known about the effect of personality traits, as well as trust and SWB on knowledge sharing behavior among students. The study contributes to the related literature through empirically indicating how personality traits influence knowledge sharing behavior by the mediating role of trust and SWB.

In recent years, the concept of gamification is one of the fastest-growing trends in the field of marketing to persuade, motivate and manipulate customer behavior. The application of gamification has become a priority for marketers as a new way of exploiting customers. Despite the increasing use of gamification mechanisms in marketing activities, there remain limitations. Although there is extensive literature in the field of customer experience and gamification, few studies have empirically examined how gamification influences customer experience by considering the mediating role of brand engagement in the online retailing context.

To obtain this aim, a cross-sectional survey was used. The statistical population was customers of online grocery retailers. The convenience sampling technique was used as a sampling technique. Out of 402 received questionnaires, 384 were selected for analysis. Structural equation modeling approach was applied to test the research hypotheses using AMOS 24 and SPSS 22 software.

The results indicated that all research hypotheses were supported. Gamification has a significant and positive impact on customer experience, gamification has a positive and significant effect on user customer brand engagement and customer brand engagement has a positive and significant impact on customer experience. Also, it revealed that customer brand engagement mediates between gamification and customer experience.

A review of the digital marketing literature reveals that there are few empirical studies, which adequately examined significant effective factors of customer experience in online grocery retailing; despite, the majority of researchers consider customer experience as the most important concept in digital marketing. The main contribution of this study is to examine the role of gamification on customer experience through the mediating role of customer engagement in the online grocery context. It adds value to the digital marketing and online retailing literature by providing new insight about determinants of customer experience in online grocery.

As social media applications have turned into popular platforms for interacting with customers, creation of a consistent customer experience in social commerce has attracted the attention of many practitioners and academics. The migration to create and manage customer experience in social commerce has become an essential issue that will bring new challenges for companies. Despite the increasing investment in this area, few studies have been conducted on the challenges of managing customer experience in social commerce. To fill this theoretical gap, the current study aims at comprehensively exploring the main challenges of customer experience management (CEM) in social commerce and investigating their importance and possible effects in relation to each other.

Using the mixed method, first, the main challenges regarding CEM in social commerce were identified by reviewing the related literature. Then the challenges were enriched and categorized by expert opinions. Next, the challenges and the categorizations were confirmed by conducting a survey analysis applying the t-test and the factor analysis method. Afterwards, the main challenges were identified and weighted. Finally, the Social Network Analysis (SNA) approach was applied to investigate the causal relationship network among the challenges.

The results indicated that the main challenges of CEM in social commerce can be categorized into eight groups. Their weights and causal effects were calculated to identify the high priority challenges. By calculating the main SNA metrics such as degree and betweenness centralities, the high priority challenges of CEM in social commerce were identified. It was revealed that challenges with high out-degree centrality can create many other challenges and those with high betweenness centrality act as intermediary points, through which cause challenges may create effect challenges.

The research results can help marketers to get a big picture of the challenges to successfully implement CEM in social commerce and select the appropriate migration strategies more effectively. They are further recommended to pay due attention to customers' issues as well as the organizational challenges of CEM in social commerce.

Social media has become a priority for businesses to create and improve the customer experience; yet there is no tool to identify the challenges of CEM in this context. This study addresses the overlooked but critically important area of social commerce. The most important contribution of this research is an attempt to provide a comprehensive and integrated framework of the challenges in implementing CEM in social commerce and explore the causal effects they may have on creation of other challenges using SNA.

Today, the high cost of e-learning systems’ implementation and the difficulty of managing the infrastructures motivate educational institutions toward application of cloud-based e-learning systems. This new system should be aligned with the academics’ aims and pedagogical principles to be beneficial for learners and instructors. Therefore, the vendor selection of learning systems is one of the most important processes to migrate toward cloud-based e-learning. The purpose of this paper is to develop a new framework to facilitate the vendor selection of cloud-based e-learning systems in the cloud market.

To identify the initial criteria as to the vendor selection of cloud-based e-learning services, a literature review is done. To enrich the initial criteria, a focus group of experts is investigated, and the framework developed; then, a survey analysis is conducted to validate the proposed framework. The extracted criteria and sub-criteria are weighted and prioritized using best-worst method (BWM).

The results indicate that the main dimensions of vendor selection framework as regards cloud-based e-learning systems are managerial, technological and pedagogical factors. The rank orders and weights of the mentioned aspects and their sub-criteria are calculated using the BWM.

The proposed framework helps managers to get a big picture of requirements as to cloud-based e-learning and more effectively to select appropriate vendors in this initiative. In the vendor selection process, managers must pay attention to technological issues as well as managerial and pedagogical considerations.

Cloud-based e-learning systems are getting increasingly essential to offer training courses more efficiently in educational institutions. Although the intersection between cloud computing and e-learning has increasingly grown in both practical and academic contexts, there are little studies on how educational institutions and organizations could be able to select appropriate cloud-based e-learning systems. This paper explores the ignored but critically important subject of cloud-based e-learning. The main contribution of this paper is to propose a novel and integrated framework containing the important aspects of vendor selection in cloud-based e-learning services. The proposed framework comprises managerial, technological and pedagogical aspects simultaneously as well as sub-criteria denoting each aspect.

Following the emergence of Web 2.0 technologies, social commerce has been viewed as an inseparable part of today’s business environment. Social commerce is a recent version of e-commerce, which has rapidly become a new interesting field for both practitioners and academics. To improve social commerce success, managers should be aware of what encompasses social commerce quality, how consumers sense it and how it is assessed. Though, despite the importance of social commerce, designing of scales for measuring the social commerce quality has rarely been explored. Therefore, the purpose of this study is to develop a new scale for measuring the social commerce service quality comprehensively.

To obtain the research objective, in the first step, a comprehensive literature review along with focus group discussions was conducted to theoretically conceptualize service quality dimensions and measures. Then, for evaluating the proposed scale via social commerce customers, the survey method was used. Finally, the verified measures were weighted and ranked using fuzzy analytic hierarchy process.

The findings showed that social commerce service quality is a hierarchical and multidimensional construct consisting of six key dimensions including information quality, social interaction quality, design quality, functional quality, social trust/security and social support.

The study results assist managers to improve the quality of social commerce services through increasing the awareness of customers’ perceptions and expectations concerning social service quality. They further help managers to understand systematically all dimensions of social commerce service quality, which may lead to reduce the risk of social commerce adaptation failure and consequently increase the customers’ satisfaction.

The role of service quality in acceptance and success of social commerce has been emphasized by many academics and practitioners. However, review of the previous literature shows that inadequate studies in this field have been conducted so far. The main contribution of this study is conceptualization and development of a validated scale for measuring the social commerce service quality. This scale provides a useful instrument for researchers who wish to measure the service quality of social commerce and for managers who want to improve the perceived quality of their services.

Reviewing the existing literature in the field of e-learning success reveals a considerable number of studies that primarily investigate the causal relationships proposed by the DeLone and McLean (D&M) information system (IS) success model. However, the various relationships in the D&M model have found different levels of support or even contradictory results within the empirical literature. To synthesize the existing knowledge in the field of e-learning success, the authors have conducted a meta-analysis of e-learning success studies using D&M to combine the quantitative results and validate the model in this field. Furthermore, a moderator analysis involving user types was performed to examine the situation under which they may have different effects.

For this purpose, through a systematic review of the studies, 44 independent studies were selected from 29 qualified related journals. In order to analyze the quantitative results of the studies, the meta-analysis of the effect sizes of the casual relationships in the D&M model has been used.

The findings indicated that all relationships of the model were supported. It was also revealed that the extent of effect sizes of the examined relationships depends on the type of user. Except for one relationship (user satisfaction and net benefit), all effect sizes of employees were more than those of students and teachers.

This meta-analysis reviewed the relationships found in the literature on D&M constructs in e-learning contexts. This study better explains the e-learning success factors by consolidating contradictory findings in the past researches and contributes to the existing e-learning success literature. The findings can assist educational institutions and organizations in decision-making because the findings resulting from the meta-analysis are more consistent than previous primary researches.

Despite the widespread use of the D&M model in the field of e-learning success, no study has yet consolidated the quantitative findings of these studies and the current field abounds in some controversies and inconsistent findings. This paper integrates the results of empirical studies that examined the relationships within the D&M model. The main contribution of this paper, which is the first of its kind, is to apply meta-analysis to reconcile the conflicting findings, investigate the strengths of the relationships in the D&M model and provide a consolidated view.

Today, knowledge extraction and sharing in the organizations have been positioned as one of the most significant managers’ priorities. However, despite huge investments in knowledge management (KM) area, the failure rates of these projects are high. One of the main reasons for these failures is the lack of a roadmap and a methodology for KM strategic planning which assist organizations to develop an integrated and aligned plan with business strategies which eventually reduces project’s failure rate. Yet, despite the extension of KM domain, little studies were conducted on strategic topics and especially KM strategic planning. Therefore, the purpose of this study is to offer an integrated methodology for KM strategic planning.

This study introduces a methodology for KM strategic planning by using the mixed methods. At the first stage, along with a comprehensive literature review, some semi-structured interviews with KM experts were conducted and the obtained data have been analyzed using the thematic analysis. After that, a survey is conducted to validate the extracted dimensions and activities of the proposed methodology via experts’ viewpoints.

The results of this study indicate that the main phases of the KM strategic planning methodology are as follows: strategic review, strategic orientation, implementation and evaluation. In the proposed methodology, main phases along with their related activities and their implementation order are presented as a roadmap for applying KM initiatives strategically.

In KM planning strategically, all phases of strategic management along with their related activities must be considered simultaneously. The proposed methodology can assist KM policy-makers to identify and guide KM initiatives as well as to perform appropriate actions for progress. This study tries to develop a coherent roadmap for knowledge initiatives by a strategic approach.

One of the major reasons for the failure of many KM projects is the absence of a strategic planning methodology. A review of the KM literature shows that there are few studies, which adequately integrate strategic KM planning process, yet most researchers view KM planning as the most difficult and complex part of KM implementation process. This study aims to introduce a novel methodology to KM strategic planning comprehensively. The main contribution of this study is to develop a new integrated methodology for strategic planning that considers the strategy formulation aspects along with strategy execution and control aspects, synchronously.

Nowadays, the recent advances in information and communications technology and the advent of Web 2.0 technology have resulted in the increasing popularity of social media and provided enterprises and companies with new horizons in establishing an effective significant relationship with clients. Despite the recognized importance of social media in knowledge management (KM) and customer relationships, there is not any research to identify social media capabilities related to customer knowledge management (CKM). Therefore, the purpose of this study is to recognize the social media capabilities related to CKM effectively.

To obtain research objectives, literature review, focus group method and expert interview were applied to identify and categorize social media capabilities. Analytical hierarchy process (AHP) also used to prioritize capabilities important.

The results indicate social media capabilities such as conversation capability, sharing capability, groups/community capability, relationship capability, speed and ease of access for the public are the main capabilities related to exploit customer knowledge and manage it successfully.

The results highlight the different social media capabilities for CKM approach which will enhance customer insight and personalized services. Because of the newness of CKM and social media implementation in Iranian firms, empirical study was not conducted for a better understanding of their business value.

The main innovation of this study is identifying the social media capabilities related to CKM and prioritizing them which allow managers to select the most appropriate social media tools based on these results.