Advertising and Sales Management Journal
Year:2024 | Volume:5 | Issue:3|Papers Count:10

Objective: This research aims to provide a comprehensive picture of the status of VUCA (Volatility, Uncertainty, Complexity, and Ambiguity) studies in management and its applications.Method: The present research was conducted using the bibliometric method. The required data were extracted from Scopus (1,120 articles) and Web of Science (345 articles) using the keyword VUCA, and after refinement, 1,139 articles were selected for final analysis. The analyses included examining publication trends, identifying leading authors and institutions, keyword co-occurrence analysis, scientific mapping, and citation network analysis.Findings: The results showed that scientific publications in the field of VUCA increased from 1 article in 2008 to 244 articles in 2023. Among 3,105 identified keywords, concepts such as leadership and organizational agility (each with 64 citations), innovation (53.5 citations), and digital transformation (46.4 citations) had the most impact. The co-occurrence analysis led to 7 main clusters, with foresight and business development (25% of articles), leadership and strategy (21%), and technology (17%) being the most significant clusters.Conclusion: Success in the VUCA environment requires adopting a comprehensive and multidimensional approach that includes intelligent use of advanced technologies, developing dynamic organizational capabilities, strengthening the culture of creativity and innovation, and nurturing forward-thinking leaders. Companies that can effectively integrate these elements will not only be able to manage VUCA challenges but can also use these conditions for innovation and increasing organizational effectiveness.

Objective: the purpose of this research is to identify the antecedents and consequences of customer-based brand equity using a meta-analysis approach.Methodology: The present study is descriptive in terms of purpose, practical in terms of usage and quantitative in terms of type of data. The study population consists of articles published in scientific journals in the field of customer-based brand equity from 2011 to 2024, that 51 cases were entered through meta-analysis process with a purposive nonprobablity sampling method. Selected studies were analyzed using CMA2 software (Comprehensive Meta-Analysis Software). Findings: Findings showed that among the antecedents of customer-based brand equity, respectively, the variables of The variables of brand economic value (0.770), word-of-mouth advertising (0.751), brand emotional value (0.731), customer trust (0.568), brand attitude (0.561) and social network marketing (0.559) had the high effect size (above 0.5). Also, among the consequences of customer-based brand equity, respectively, the variables of customer loyalty (0.710), customer buying behavior (0.670), perceived value (0.447), repurchase intention (0.421), brand choice (0.389), higher price payment (0.385) and brand expansion (0.326) had the high effect size (above 0.5).Conclusion: Variables of brand economic value, electronic word-of-mouth advertising, brand emotional value, customer trust, brand attitude and social network marketing, and among the consequences of customer-based brand equity, respectively, customer loyalty variables, customer purchase behavior, perception value. Repurchase intention, brand choice, paying higher price and brand development are among the most important antecedents and consequences of customer-based brand equity,

Over the past decade, the literature on value creation has experienced significant growth in relation to the hospitality industry. This growth is attributed to the increasing importance of value creation issues for stakeholders involved in hospitality activities, which are crucial for securing benefits and advancing operations. The relationship between value creation and stakeholder theory has been examined in the literature; however, there is a lack of comprehensive and foundational studies on this topic. To address this research gap, this paper conducts a bibliometric analysis of the literature, simultaneously examining research and scholarly texts related to value creation and stakeholder theory within the hospitality sector. After formulating a search strategy and applying filters to organize and manage documents, a total of 6,690 documents published in the Web of Science database from 2005 to 2024 were analyzed using co-authorship, co-occurrence, keyword, direct citation, and co-citation analyses. Additionally, VOSviewer software was used for data visualization, cluster mapping, and demonstrating the diverse relationships within the literature. The results of this paper identified trends in the rise and fall of the literature, key articles, authors, journals, institutions, and countries focusing on value creation based on stakeholder theory. Co-occurrence of keywords revealed that "value creation,""innovation,""co-creation of value,""business model,""intellectual capital," "social entrepreneurship," "business model innovation,""sustainability," "entrepreneurship," "service logic," "value," "corporate social responsibility,""open innovation," "co-creation,""value capture,""knowledge management,""business models,""customer value," "strategy," "resource-based view," "performance," "dynamic capabilities," "social capital," "competitive advantage," "digital transformation,""firm performance,""digitization,""ecosystems,""value allocation," and "co-opetition" were common keywords related to the research topic.

Purpose: Today, brand management is considered the key to achieving sustainable competitive advantage in service industries, such as banking, which have more or less similar products. This research aims to provide a model to explain the antecedents and consequences of brand hatred from the point of view of the customers of state banks. Method: In terms of the nature of the problem and purpose, the present research is an applied research and in terms of the research method, it is a descriptive-survey research. The statistical population of the research includes all the customers of the state banks of Qom province in 1402. Also, structural equation method and SPSS and LISREL software were used to analyze the data and test the research hypotheses.Findings: The results indicate a significant effect of symbolic incompatibility on dissatisfaction, past negative experience on dissatisfaction, lack of corporate social responsibility on dissatisfaction, low product quality on dissatisfaction, dissatisfaction on brand hatred, brand hatred on negative word-of-mouth advertising, brand hatred on brand avoidance, brand hatred on brand revenge, brand hatred on reducing/discontinuing brand patronage and brand hatred on brand complaints. Conclusion: All ten main research hypotheses were confirmed. The results of this research showed that the senior managers of state-owned banks should provide clear and understandable advertisements in all media such as radio, television and newspapers about the bank's service methods, facilities, methods of receiving loans, deposit methods, etc., in order to through customers to find out the difference between these banks and competing banks.

The main purpose of this design research was to evaluate the factors affecting the related sales behavior and the resulting results. The present research is fundamental-applied in terms of its purpose, and in terms of its nature, it belongs to the category of qualitative and quantitative research. The statistical community in the qualitative sector is marketing experts. The experts were identified by purposeful sampling and snowball method, and according to the sufficiency of the data, a total of 20 experts were interviewed. The method of analysis was database theory. In the quantitative part, the researcher used 384 internal customers of the Maxim brand (branch sellers) who were selected using two cluster and available approaches. Also, the data collection tool in the quantitative part of the questionnaire was 43 items. Smart PLS software was used to analyze the qualitative data from the foundation data approach and also to analyze the quantitative part. The obtained results have confirmed that the causal conditions of relational sales behavior included a complex competitive environment. The main phenomenon of the seller's specialized ability is the background of the company's situational factors, the interfering factors of the sellers' personality characteristics, as well as social and cultural factors. Relational sales behavior strategy and the result of sales performance, sales behavior performance were also identified. The results obtained from the quantitative part confirmed the approval of the designed model.

Purpose; Entering the era of the fourth industrial revolution and facing the increasing flow of digital technologies, this research aims to analyze and evaluate digital marketing strategies for tourism platforms using a hybrid fuzzy multi-attribute approach. Method; This research first has weighed attributes for choosing a digital marketing strategy using the fuzzy-best/worst method and then used these criteria for evaluating a set of digital marketing strategies in tourism platforms using the fuzzy-TOPSIS method.Findings; Cost reduction, audience increase, customer loyalty, brand development and user experience improvement were selected as strategy evaluation attributes. Based on weighted attributes and the Fuzzy-TOPSIS method, social network marketing has the highest priority and was identified as the most effective digital marketing strategy for tourism platforms.Conclusion; Social network marketing was placed at the top for wide access and diverse content creation, and search engine optimization for its cost-effectiveness and resilience was ranked next. In the new era of information technology, tools such as e-mail marketing are no longer paid much attention, and in order to advertise in the digital space, one should focus on tools based on social networks, artificial intelligence, and big data.Research innovation; The results of this research can be recruited in order to develop models for evaluating the performance of advertising and digital marketing in the atmosphere of uncertainty and ambiguity, relying on multiple attributes. On the other hand, the methodology used in this research can be considered for prioritizing other initiatives, strategies and advertising/sales programs by referring to expert opinions.

Purpose: The research aims to investigate the effect of awareness of the brand connection with a charity, trust in the charity, charity's reputation, and consumers' perception of effectiveness in improving the cause, on the behavioral intentions of buyers.Method: The research was conducted using a quasi-experimental method (a pre-test-post-test design) in two experimental groups (Mahak and Imam Khomeini Relief Committee (RA)) in cyberspace. First, the participants watched a 74-second promotional video of Ehsan brand products (without mentioning the charity and only focused on the variety and quality of the products) and answered the questions related to the intention to buy the brand and recommend it to others. Then, by showing a printed ad, they learned about the brand's connection to one of the charities. then, the willingness to buy and the intention to recommend, as well as the participants' perception of effectiveness in improving the cause, trust in the charity, and the charity's reputation were measured again. Hypotheses were checked using the mean comparison test of dependent pairs and structural equation modeling.Findings: Consumers' awareness of connecting the brand with charity strengthens positive behaviors such as willingness to buy and recommend the product to others. Also, when buyers feel that they can influence the improvement of the cause, the tendency to buy and recommend the brand increases. Not enough evidence was found to confirm the influence of charity reputation and charity trust on buyers' behaviors.

Social networks, as one of the main mass communication media, play a very important role in influencing the attitude and behavior of consumers. In this research, the effect of marketing in social networks on consumers' purchase intention has been investigated. Also, the role of lifestyle variables and life period as moderating factors of this relationship has been evaluated. The statistical population was made up of the followers of Dersa leather brand page on Instagram social network. Using Cochran's formula, the sample size was calculated to be 384 people. The present research method is descriptive-analytical because it seeks to collect real and detailed information about the desired phenomenon. In this research, data were collected through a Likert scale questionnaire and analyzed using SPSS and Smart-PLS software. The results showed that marketing in social networks has a positive and significant effect on consumers' purchase intention. Also, this variable affects the lifestyle of consumers. Social media marketing with a mediating role in lifestyle means that these media have more influence on the consumer's decision making process. These media can shape the lifestyle in a way that strengthens the consumer's purchase intention. Also, with a moderating role in the life course, social media may have a positive effect on purchasing decisions at different stages of people's lives. However, the variable of life period (age) has a moderating role and with increasing age, the impact of social network marketing on purchase intention and lifestyle decreases.

Objective: Social media platforms have become an integral part of the daily lives of individuals and businesses, evolving into primary marketing tools and directly influencing purchase decisions. This study aims to examine the impact of social media marketing on purchase intention, considering the mediating roles of customer engagement, brand image, and brand awareness.Methodology: This research adopts a positivist philosophical approach with a quantitative methodology. The research strategy is survey-based, using a standardized five-point Likert scale questionnaire for data collection. The study has a cross-sectional time horizon, conducted over a one-month period from July 1 to August 6 (35 days). The statistical population consists of potential and actual customers of the Essence brand. A sample of 410 individuals was selected using non-probability convenience sampling. Data analysis was performed using structural equation modeling with SPSS and Smart PLS software. Conclusions: The results indicate that social media marketing can lead to increased brand awareness, improved customer loyalty, and ultimately increased purchase intention for cosmetic products. It is recommended that brands in this sector utilize social media for product introduction, customer relationship building, and purchase intention stimulation. This strategy can potentially strengthen brand positioning and increase sales.Keywords: brand image, brand awareness, customer Engagement, purchase intention, social media marketing.

The present study aims to investigate the role of green human resource management on green marketing with the mediating role of environmental sustainability. The present study is applied in terms of its purpose and post-event causal method. It is descriptive in terms of its data collection method. Also, because the relationship between variables is examined, it is a correlation method that identifies the relationship, if any, between variables. In this study, the statistical population was Shiraz Petrochemical Company employees and there were 294 people. Using the Cochran formula, the sample size was 384. Also, a questionnaire was used to measure the variables and SPSS25 and SmartPLS3 software were used to analyze the data. Structural equation modeling was used to examine the research hypotheses. The findings indicate that green human resource management has an effect on green marketing and environmental accounting. Also, the environmental accounting variable has a mediating role in the effect of green human resource management on green marketing. These hypotheses collectively highlight the critical role of green HRM in promoting sustainable business practices. They suggest that effective green HRM not only directly contributes to improving green marketing strategies, but also strengthens environmental accounting practices, which in turn mediate the relationship between green HRM and marketing efforts. This framework emphasizes the importance of integrating HR strategies with environmental objectives to foster a holistic approach to sustainability in business operations.