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Article
Publication date: 16 August 2021

Mona Jami Pour, Mahnaz Hosseinzadeh and Hannan Amoozad Mahdiraji

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…

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Abstract

Purpose

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).

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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.

Originality/value

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.

Article
Publication date: 19 July 2023

Mona Jami Pour, Zohre Kazemi and Hossein Moeini

Advergames have attracted the attention of scholars and practitioners as a new way of increasing customer engagement and advertising effectiveness. Gamified ads provide an…

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Abstract

Purpose

Advergames have attracted the attention of scholars and practitioners as a new way of increasing customer engagement and advertising effectiveness. Gamified ads provide an exciting and persuasive environment for customers rather than non-gamified advertisements. Despite the growing spending on advergames projects, the understanding of customer attitude regarding advergames has received less attention and there are not enough studies about advergames. Therefore, the purpose of the current study is to design a novel TAM-based model of determinants of customer attitudes toward advergames to enhance customer engagement and purchase intention.

Design/methodology/approach

To obtain this end, the mixed method was applied. In the first step, the main determinants of customer attitude towards advergames were identified by a literature review as well as semi-structured interviews. In the second step, the proposed technology acceptance model (TAM)-based model was validated by survey method through players of advergames. A total of 15 interviews were conducted in the qualitative phase and 102 completed questionnaires were analyzed in the survey method.

Findings

The results of the qualitative approach indicate that the main determinants of attitude towards advertisements can be classified into three categories, which are added to TAM as external variables. The results of the survey approach reveal that advertising content and game-related factors have a significant positive effect on perceived ease of use (PEOU). The advertising content and player-related factors also significantly affect perceived usefulness (PU). PU and PEOU also positively and significantly affect customer attitude. The findings show that the new TAM-based model can be considered as a robust model for explaining customer attitude toward advergame acceptance.

Research limitations/implications

The research findings can assist digital marketers to have a big picture of customer attitudes regarding advergames and implement these innovative digital-enabled advertising strategies successfully. The findings further suggest considering marketing/advertising aspects and game-related aspects as well as individual factors to design advergames.

Originality/value

Advergames have become one of the priorities for digital marketers to enhance brand awareness and customer engagement, yet there is no study identifying determinants of attitude by considering multi-aspects of advergames. The most important theoretical contribution of the current study is to design a new extended TAM-based model which integrates behavioral variables (PEOU and PU) with factors related to the advergames context.

Details

Arts and the Market, vol. 13 no. 2
Type: Research Article
ISSN: 2056-4945

Keywords

Article
Publication date: 3 August 2020

Fatemeh Mohammadi, Hamid Reza Yazdani, Mona Jami Pour and Morteza Soltani

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.

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Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

摘要

目的

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

设计/方法论/方法

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

调查结果

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。 

Propósito del artículo

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.

Diseño/metodología/enfoque

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.

Resultados

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.

Originalidad/valor

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.

Article
Publication date: 17 July 2019

Mona Jami Pour and Fatemeh Taheri

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…

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Abstract

Purpose

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).

Design/methodology/approach

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.

Findings

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.

Practical implications

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.

Originality/value

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.

Details

On the Horizon , vol. 27 no. 2
Type: Research Article
ISSN: 1074-8121

Keywords

Article
Publication date: 28 July 2023

Mona Jami Pour, Mahnaz Hosseinzadeh and Maryam Moradi

The Internet of Things (IoT), as one of the new digital technologies, has created wide applications in various industries, and one of the most influential industries of this…

Abstract

Purpose

The Internet of Things (IoT), as one of the new digital technologies, has created wide applications in various industries, and one of the most influential industries of this technology is the transportation industry. By integrating the IoT with the transportation industry, there will be dramatic changes in the industry, and it will provide many entrepreneurial opportunities for entrepreneurs to develop new businesses. Opportunity identification is at the heart of the entrepreneurial process, and entrepreneurs identify innovative goods or services to enter a new market by identifying, evaluating, and exploiting opportunities. Despite the desire of transportation managers to invest in the IoT and the increase in research in this area, limited research has focused on IoT-based entrepreneurial opportunities in the transportation industry. Therefore, the present study aims to identify IoT-based entrepreneurial opportunities in the transportation industry and examine their importance.

Design/methodology/approach

To achieve the research objective, the authors applied a mixed approach. First, adapting the lens of the industry value chain theory, a comprehensive literature review, besides a qualitative approach including semi-structured interviews with experts and thematic analysis, was conducted to identify the entrepreneurial opportunities. The identified opportunities were confirmed in the second stage using a quantitative survey method, including the Student t-test and factor analysis. Finally, the identified opportunities were weighted and ranked using the best worst method (BWM).

Findings

Entrepreneurial opportunities are classified into five main categories, including “smart vehicles”, “business partners/smart transportation supply side”, “supporting services”, “infrastructures”, and “smart transport management and control”. The infrastructures group of opportunities ranked the highest amongst the identified groups.

Originality/value

This study adds to the digital entrepreneurship opportunity recognition literature by addressing opportunities in a smart industry propelled by digital technologies, including developing new products or new applications of the available technologies. Additionally, inspired by the industry value chain theory, this article develops a framework including various digital entrepreneurial opportunity networks which are necessary to add value to any industry and, thus, could be applied by entrepreneurs to recognize opportunities for new intermediaries to enter other digital-based industries. Finally, the present study identifies the IoT-based entrepreneurial opportunities in the smart transportation industry and prioritizes them, providing practical insights regarding the creation of entrepreneurial ecosystems in the field of smart transportation for entrepreneurs and policymakers.

Details

International Journal of Entrepreneurial Behavior & Research, vol. 30 no. 2/3
Type: Research Article
ISSN: 1355-2554

Keywords

Article
Publication date: 17 July 2023

Mona Jami Pour and Zahra Karimi

Due to the high penetration of social media and mobile devices in the recent decade, especially with the coronavirus, digital media tools have become a priority for marketing…

Abstract

Purpose

Due to the high penetration of social media and mobile devices in the recent decade, especially with the coronavirus, digital media tools have become a priority for marketing managers. Digital content marketing (DCM) is one of the crucial ingredients of the digital marketing strategy of businesses, which proposes value to the audience through brand-related and relevant content. The tourism industry is also trapped in the digital wave and has witnessed fundamental changes in how customers communicate. The growth of investment in DCM in this industry to introduce tourist attractions and acquire tourists calls for more research to explore multiple aspects of these initiatives' implementation. Despite the importance of DCM, there is no clear understanding of its implementation's various components. Therefore, the primary goal of the current study is to design a new comprehensive framework of DCM implementation that integrates its antecedents, process, and consequences in the tourism industry.

Design/methodology/approach

The mixed method was applied to achieve the research goal. The initial criteria and main components of the framework were identified with a comprehensive literature review to develop the framework. To enrich the initial criteria, some semi-structured interviews with experts were conducted; then, the extracted criteria and sub-criteria were prioritized and weighted using the quantitative best-worst method (BWM).

Findings

The results indicate that the proposed integrated framework contains three categories of antecedents, processes, and consequences and 12 main concepts. The weights and ranks of the extracted concepts and their sub-criteria are calculated using BWM.

Research limitations/implications

The proposed framework helps managers have a big picture of the DCM strategy to successfully implement and consider the multiple dimensions of such initiatives. The proposed framework provides actionable insight for digital marketing decision-makers to manage such projects effectively and plan appropriate actions for progress.

Originality/value

A review of content marketing reveals that there are few studies conducted that integrate the components of the DCM implementation process, including antecedents, process, and consequences. This research is one of the first in the field of DCM implementation in the tourism industry to fill this theoretical gap. The main contribution of this research is to design a new integrated framework for DCM implementation that offers a holistic view of antecedents, process, and consequences.

Details

Kybernetes, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0368-492X

Keywords

Article
Publication date: 30 August 2023

Ghazale Taheri, Fatemeh Mohammadi and Mona Jami Pour

As competition in the industry intensifies, companies must use market-oriented approaches to gain competitive superiority; one of the approaches that can lead to the success of…

Abstract

Purpose

As competition in the industry intensifies, companies must use market-oriented approaches to gain competitive superiority; one of the approaches that can lead to the success of companies in the competitive market is to undertake social co-creation with the help of customers. Although the use of social media for the development of social interactions has expanded, very little attention has been paid to how the concept of social co-creation is formed on social media by users. Therefore, this study aims to investigate the effect of personality traits and website quality on social co-creation, with the mediating role of trust in tourism websites.

Design/methodology/approach

This research, in terms of purpose, is practical, and in terms of information collection, it is a descriptive survey. The research statistical population is all users of active tourism sites in Iran. The sampling method is non-probability and available sampling. The questionnaire was designed based on the Likert scale and was distributed electronically among the statistical sample. After collecting and reviewing the questionnaires, 203 were used for analysis. The data analysis method in this study is hierarchical multiple regression.

Findings

The results indicated that personality traits and website quality are correlated with trust and social co-creation. The dimensions of website quality, including quality of information, quality of system and quality of service on tourism websites, have considerable and positive effects on trust. Also, all dimensions of the personality traits, except extraversion and neuroticism, have a considerable and positive effect on trust. Moreover, the correlation between trust and social co-creation is positive.

Originality/value

According to the review of the digital marketing literature, some researchers examined the influential factors in co-creation, but there is little research about how the interaction of these three concepts (personality traits, website quality and trust) enhances co-creation. This study contributes to the existing literature with empirical evidence of how personality traits and website quality influence co-creation by mediating the role of trust.

Details

foresight, vol. 26 no. 1
Type: Research Article
ISSN: 1463-6689

Keywords

Article
Publication date: 26 July 2021

Mona Jami Pour, Khadije Rafiei, Monireh Khani and Atena Sabrirazm

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…

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Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Details

Nankai Business Review International, vol. 12 no. 3
Type: Research Article
ISSN: 2040-8749

Keywords

Article
Publication date: 31 December 2019

Mona Jami Pour, Javad Mesrabadi and Mahnaz Hosseinzadeh

Today, the high cost of e-learning systems’ implementation and the difficulty of managing the infrastructures motivate educational institutions toward application of cloud-based…

Abstract

Purpose

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.

Design/methodology/approach

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).

Findings

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.

Practical implications

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.

Originality/value

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.

Details

Online Information Review, vol. 44 no. 1
Type: Research Article
ISSN: 1468-4527

Keywords

Article
Publication date: 26 July 2021

Mona Jami Pour, Mahnaz Hosseinzadeh and Narjes Sadat Mansouri

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…

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Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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.

Originality/value

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.

Details

Internet Research, vol. 32 no. 1
Type: Research Article
ISSN: 1066-2243

Keywords

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