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No 53
Vol. 53 No. 14
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Given that Brand marketing in social media is one type of digital marketing that aims to communicate with audiences and customers in order to provide products, services and business, so that social media can be used for Internet marketing. The purpose of this study was to investigate the effect of brand marketing on brand equity and consumer behavior. The present study was applied to the applied method and the method used in this analytical survey study. The population of this study was Iranian consumers of social media brands (customers) whose number is unlimited. Due to their unlimited number of samples, the Cochran formula was used to determine the sample size and randomly selected 385 random errors of 0.05 by simple random sampling method. A questionnaire was used to collect the information and data needed to investigate the research hypotheses. In the inferential statistics, firstly, the dimensions were determined and the indexes were extracted. After checking the reliability and validity of the questionnaire, the data were normalized using Kolmogorov Smirnov test and then using Pearson correlation test and structural equation modeling and SPSS and lisrel software Examine the hypothesis. Based on the results, all assumptions were accepted. As marketing efforts of brands in social media had the highest impact on the consumer brand value of 0.95.
Masoud Tosifyan - Ali Ramezani
Keywords : Brand equity ، Brand marketing ، Consumer behavior ، Iranian consumers ، Loyalty ، Preference ، Social media marketing
The massive relationship is between economic growth and trade balance in all countries. Countries of own economic and business capabilities, participate in the world-wide market and use from free trade benefits. Increasing the share of exports and imports of industrial products and as a reliable source is considered for better allocation of resources, efficiency and national production growth. In the import and export of industrial goods, technology and technical knowledge plays a major role. Technology is as promoting of industrial goods production process, improve in quality and reduce in cost this goods. In this context, industrial countries are trying to maintain leadership in technology and innovation and developing countries are in search and the transfer these goods. So, technology absorption of industrial goods import channel is as an alternative variable for of R&D spillovers effect, that it leads to increase in level of knowledge and share based on high-tech industries in GDP and export growth. In the present research, the first, the role of technology in increasing the competitive advantage in the field of international trade and economic growth has been studied and then technology transfer from the channel of import and export of high technology, medium and low technology industries and their role on economic growth has been analyzed. In the next section, we present a picture of economic growth and export and import of industries with different levels of technology in Iran and some asian countries. Finally, in the section on the conclusions and suggestions of one of the most important channels for economic growth for Iran, first, the absorption of the required technology and then its learning and application in the production cycle to create diversity in production and increase quality of production and consequently, increased exports
narges ahmadvand - Mohammad Hasan Fotros
Keywords : Technology transfer ، Competitive advantage ، High-tech industries ، Medium-tech industries ، Low-tech industries ، Iran
The aim of this article is identifying effective factors on implementing the knowledge management in central offices of Jahad Daneshgahi.Research community is included of all managers and experts which 132 people of this society are selected based on Chochran Formula. The research method is applicable and descriptive method and the cronbach’s alpha is used for determining the reability of the research instruments. In this level,the cronbach’s alpha of independent variable of effective factors is equal to 97%and the dependent varible of implementing the knowledge management is equal to95%which show the desired level of the reliability for the research instruments. Data are analyzied within two descriptive and analytical levels based on the software of SPSS.Reseach assumptions are related to investigating the effects of each dimensions of IT,organizational structure,organizationa culture,motivation and managerial factors on the implementing theknowledge management that allof them are confirmed.Findings show that all effective factors have a direct relationship with implementing the knowledge management.The highest effect is related to the motivation and then IT,organizational culture and then managerial factors. The lowest level is related tothe organizational structure.
Abbas Hosseinpour - mohammad bagher alipour
Keywords : knowledge management ، information technology ، organizational structure ، organizational culture ، motivation ، managerial factors
Nowadays, considering the speed of technological progress and increasing attention to innovation as drivers of economic development, Attention to the design and development of innovation ecosystems more than ever is growing. Innovation ecosystems develop and evolve on the subject of technology, sector or industry as a network and strategically in order to create entrepreneurial activities. One of the most important steps on the path of design of innovation ecosystems is search, identify, select and deployment of key actors in the innovation ecosystems. This study is an applied research with qualitative approach using multiple case study was carried out to identify the key actors in the design of petrochemical downstream industry innovation ecosystem. The findings show that six actors will play a key role in the development of petrochemical downstream industry innovation ecosystem that includes orchestrator, Accelerators, Human and physical infrastructure suppliers, venture capital, lead users and lead experts Which in turn are NECO business development holding as a orchestrator, NECO industry management as an accelerator, Iran Polymer and Petrochemical Institute, Petrochemical Research and Technology Company (NPC-RT), research institute of petroleum industry, Chemistry & Chemical Engineering Research Center of Iran, and Department of Chemical Engineering in Sharif, Amir Kabir and Tehran universities as suppliers of Human and physical infrastructures, Innovation and Development Fund as a venture capital, public relations unit of National Petrochemical Company and Companies with demo plant as lead users, knowledge based companies as lead experts in Iranian petrochemical downstream industry innovation ecosystem.
akbar mohammadi - mahdi sadaghiani - milad yadollahi - amir albadvi
Keywords : Innovation Ecosystems ، Ecosystem Design ، Ecosystem Key Actors ، Petrochemical Downstream Industry ، Entrepreneurial activities
The Internet of Things is a new innovation in the technology world and, although so far, has gained much progress with the support of many companies, but this is just the beginning of its growth. This paper considers the Internet of Things from business perspective and integration of it with cloud computing with focus on theoretical and practical aspects. By entering the Internet of things into different areas of knowledge and because of breadth of its data and information, and the increasing need for analysis and management of them, cloud computing as the only solution to provide software and hardware requirements will be introduced and evaluated in this paper. This integration, while having many benefits and improving many applications, faces challenges that will be discussed in this paper. This article is written through literature review among activists in this field and scientific resources. First, the ecosystem of Internet of things businesses is introduced with the aim of identifying the roles of this ecosystem, then the impact of the IOT on the components of the business model of the companies will be examined and, finally, a variety of business models of the Internet of things will be examined. In the following, the main architectures and platforms of this area are described. Finally, with respect to the article's approach, a business framework is introduced that can be used by developers as the starting point for creating applications from the Internet of things based on cloud computing.
sadaf zarrin - mehrdad alimuhammadi - seyyed hossein siadat
Keywords : Innovation ، Internet of Things ، Business Model ، Cloud Computing ، Architecture

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