INTERNATIONAL JOURNAL OF DIGITAL CONTENT MANAGEMENT
Year:2022 | Volume:3 | Issue:4|Papers Count:13

Considering the competetive space of online businesses, branding would be the key element for achieving a competitive advantage. This study aimed at providing a digital marketing model for online business branding. This was a fundamental study in terms of objective, which was conducted by using the mixed method based on deductiveinductive reasoning. Moreover, the identified indicators were validated by using the Fuzzy Delphi Method (FDM). Data analysis was done through MaxQDA and Matlab software within qualitative and quantitative phases, respectively. The main categories of the study included marketing strategy, personalization, website design, consumer interaction, product features. Digital branding is at the center of the analytical model with dynamic interaction with four categories mentioned above. The website should be designed flexibly to provide customers with a personalization option. Furthermore, the product/service mix must be based on innovation. The needs and expectations of customers should also be found through interaction with customers. Finally, business management was obtained through marketing strategies.

Digital content creation is being carried out in different ways in cyberspace and using different platforms by professionals and the general public. But effective content accounts for a small percentage of all content produced and published. Creating value from digital content requires proper management based on professional competencies. In fact, digital content management as a professional task requires specific competencies. In this paper, with a processoriented perspective, the components of a professional competency framework for digital content management are identified and presented. This content can be a good starting point for extensive research in the field of professional competencies for digital content management.

Hacking the human brain and manipulation of human trust to obtain information and get monetary gains is called social engineering. This study aims to visualize and analyze the co-authorship networks in the Scopus citation database's social engineering research from 1926 to 2020. The present quantitative study used the bibliometric method and social network analysis. The study collected data from the Scopus database. A total number of 1994 records was taken as the sample of the study. Researchers used descriptive and inferential statistics and social network analysis to obtain results,to do this, different software types were used in the study (SPSS, Microsoft Excel, Text Statistics Analyzer, ISI. exe, Pajek and VOSviewer). Findings indicate the top three sources of publishing and the related subject areas. Furthermore, the top three core authors and countries were identified. Also the authors with high centrality measures in co-authorship network were identified. Majority of papers had only one author. The Collaborative Coefficient among researchers was 0. 36. Based on the results of Spearman's test, there was a significant association between the number of documents, the number of citations and the rate of total link strength of the countries. Likewise there was a positive and high significant association between degree and closeness centralities. The researchers' frequently used keywords in this area were social engineering, phishing, and information security,in addition, the frequency of keywords was not compatible with Zipf’, s Law. A small sample of keywords cannot properly follow the Zipf’, s distribution.

Purpose: This study analyzes the activities of top Times researchers in the field of political sciences with an emphasis on examining the ResearchGate network. Methods: The study opted for altmetric approach. Two research communities have been surveyed. The number of 145 faculty members affiliated to the top 10 universities of the Times 2021 in the field of political science was stratified sampling randomly. Their Participation in the ResearchGate network was examined. For the attendees, the indicators of citations, RG-score, and reading indicators were extracted and compared. For the top 15 best Times scientific institutes, the RG scores per member and publication per member were calculated and compared. Correlation between Times Ranking and ResearchGate's indicators was carried out too. For data analysis, LibreOfficeCalc, and SPSS22 were exploited. Findings: Only 39% of all faculty members belongs to the best Times centers in the field of political sciences, and have been seen by registration in the ResearchGate network. For 57 registered individuals, there was a significant correlation between ResearchGate's indicators with each other. But there was no significant relationship between the Times rankings and the mentioned indicators, except for the reads (P-value = 0. 018) with a weak reverse correlation (Spearman coefficient=-0. 314). Furthermore, comparative analysis for the top 15 Times institutes had been done from standpoint of RG-Score, too. Originality: The Correlation relationship between Times rank and ResearchGate’, s indicators in the field of political sciences. In addition, the participation of faculty members of the best scientific centers in this field has not been studied yet.

the purpose of this study is presenting a policy-making model for the Ministry of Industry, Mine and Trade (MIMT) based on digital transformation. The study is an applied-developmental study in terms of purpose and cross-sectional survey research. A semi-structured interview and Likert scale questionnaire were used to collect data. The reliability of the questionnaire was assessed using Cronbach's alpha and combined reliability. The statistical population includes experts in the automotive industry until the theoretical saturation was reached and 15 experts participated. Using Cochran's formula for indeterminate populations, 365 people were calculated as a sample and cluster sampling method. To analyze the data, the grounded theory analysis method was used to identify the research indicators, and to validate and present the final model, the structural equation modeling method and LISREL software were used. It can be acknowledged that before deciding to transform processes and enter the digital arena, it is necessary to assess the readiness of the organization as well as its human resources to accept this change. The implementation of the automotive industry policy for digital transformation will make the Ministry of Industry, Mine and Trade the digital leader in the automotive industry.

The purpose of this study is to provide a model of organizational agility in education departments with a digital transformation approach. This study is an applied research from the perspective of agile modeling of education departments' digital transformation strategy. Based on the data collection method, it is a mixed research done by qualitative-quantitative methods. The participants include experts familiar with the structure and organizational relationships in education. Using the purposive sampling method, 15 people participated in this study. The main tools for collecting data are interviews and questionnaires. The interview consisted of 6 initial questions in a semi-structured manner. Content analysis has been used to identify the underlying categories of the research. The structural-interpretive modeling method has been used to design the initial model. Data was processed in the qualitative phase with ATLAS TI software and the quantitative phase with MicMac software. Using qualitative analysis, the views of experts were identified through content analysis, and 5 categories and 19 components were identified. Then, based on the interpretive structural model, a model was designed for organizational agility of the Department of Education. There are 5 main themes of maturity, visionary leadership, structural flexibility, knowledge-based organization and socialism and 19 organizing themes in this model. Managers think about the interests of society and stakeholders such as students, their parents, and respond to the needs of society, and prioritize group interests over individual interests. In this study, socialism refers to digital strategies and employees and digital governance. An organization that considers itself committed to meeting the needs of stakeholders,Due to the participation of stakeholders in all matters, they become aware of environmental changes faster, and as a result, they feel obliged to respond and become more agile day by day. To develop a country, its education structure must first be optimal,Therefore, the condition for Iran's complete success in using smart services is to have an educational system equipped with the latest technologies. They are responsive to the needs of society and consider group interests of more importance than individual ones.

Objective: The purpose of this study is to improve the organizational adequacy model for the digital maturity of Iranian offices with a databased approach. Methodology: This research was conducted with a qualitative-inductive approach and the Strauss-Corbin contextual theory method. The research tool (data collection) was a semistructured interview, which means that by analyzing qualitative data, the unknown aspects of the research variables will be identified. Using the grounded theory method, the data obtained from interviews with 10 elites and qualified specialists of the Telecommunication Organization were analyzed in three stages of open, axial and selective coding. 14 general categories were presented in the form of a paradigm model whose factors include causal conditions (law and regulations, organizational culture, organizational structure, need for organizational adequacy, customer relationship management) central phenomenon (promotion of organizational adequacy in the Iranian administrative system), underlying conditions (Organizational development method), intervening conditions (effectiveness of human resources, organizational principles, and criteria, organizational adequacy thinking) and strategies (growth and development of administrative culture, development of basic criteria of organizational adequacy, organizational excellence strategy) and consequences (achievement of organizational goals, achievement of master goals Reference). Human resources are the most valuable factor of production and most important capital and main source of competitive advantage and the creation of basic capabilities and real estate wealth in the areas of talent recognition, monitoring of any organization is considered, so it is necessary to improve the performance capital. Telecommunication organization with knowledge developments can continuously improve organizational adequacy to achieve digital maturity.

This study was conducted to identify the model for removing obstacles and executive mechanisms to implement civil servant leadership in the health insurance organization to achieve the digital health system. The present research has been exploratory and qualitative. Content analysis method has been used to identify civil servant leadership mechanisms. The statistical population of the study includes employees of different levels of the Health Insurance Organization of whom 12 people were selected based on theoretical saturation through purposive non-random sampling method. Library methods and semi-structured interviews were used to collect data. The data analysis method was theoretical coding derived from server leadership theories using MAxqda software. The results obtained from data analysis show that the components of humility, service, trustworthiness, interaction with employees and collection and ethics are the most important barriers to implementation and executive mechanisms of health insurance civil servant leadership, respectively. Using MAxqda software, the indicators desired by the experts are prioritized. Accordingly, the most important and effective barriers to the implementation of civil servant leadership are "inappropriate structure", "moral barriers", "centralism and self-centeredness" and "subordinate conditions", respectively. The components of ethics, cooperation, communication, planning and scientism are among the main mechanisms of civil servant leadership in the first to fifth priority, respectively.

This article examines organizational ambidexterity model for digital innovation in the banking industry and explains the dimensions of ambidexterity model in this organization. The approach of the present research is mixed consisting of two phases: qualitative and quantitative. In the qualitative phase, in order to participate in in-depth exploration from the perspective of the participants, conducting individual interviews is considered as an appropriate method. Semistructured method was adopted based on the purpose of this study. The sampling method is based on a theoretical qualitative approach. The statistical population of the study consists of all employees of Saderat Bank of Iran. At this stage, a 96-item researcher-made questionnaire was developed based on the designed-model and 380 questionnaires were distributed among the staff using clustered sampling method. Technological advancements have led to the creation of innovative products and services across various industries. This has enabled extraordinary transformations in business systems to adapt towards rapid changes, increase the capacity to innovate, reduce costs by utilizing knowledge sources across the organization to excel at a competitive rate. This study identified the dimensions and components of organizational ambidexterity through reviewing the literature of organizational ambidexterity as well as interviewing an expert group and analyzing their viewpoints. Then, by distributing a researcher-made questionnaire and statistical analysis, it examined the research pattern in the current and desirable situation of the organization.

Purpose: The main purpose of this research was the pathology of strategic human resource management system based on digital transformation governance. The analysis has been done in Gachsaran Oil and Gas Exploitation Company with the grounded theory approach. Method: This research is a heuristic combination of consecutive type and model tooling, model design and compilation based on the criteria designed by the model. Library method and documentary studies were used to collect theoretical foundations. In the qualitative section, using the research method of case study and semi-structured interviews with experts and professors, the criteria of the research model were developed. In order to select a suitable sample from the community of experts and university professors, non-random sampling method, selective purposeful sampling method (snowball) and theoretical saturation criterion were used and from the sample technique of key individuals (experts) 15 people were selected. Findings: Findings show that in the digital transformation path, factors such as employment system balance, equitable distribution of responsibilities, career path management, functional stability, manpower capability, fitness and work environment, individual creativity, political and legal factors, cultural conflict, environmental developments, specific individual and organizational components, and financing influence the strategic human resource management system. Conclusion: In the path of digital transformation in the organization, in order to eradicate organizational harms and improve the productivity of the organization and the workforce, the factors found in this research should be considered and examined so that the organization can progress.

Purpose: Customer experience management is one of the most important activities for managers who are trying to grow and develop to achieve a favorable competitive position. The purpose of this study is to evaluate the dimensions of customer experience in the process of using electronic services in information technology organizations (Hamrah-e-Aval). Method: The method of this study is quantitative. In this regard, a questionnaire was designed and distributed among the statistical population by the available sampling method. The data analysis method is structural equation modeling and the software used is SPSS25 and SMART PLS 3. 0. Findings: Findings show that awareness is the first step in managing customer experience. The second step deals with the active organizational actor. The third step, or evaluation, is based on service characteristics and service arrangements. The fourth step (buying decision). Purchasing and the resulting experience is the fifth step. Step 6 (Use) is a function of activities including delivery and use. The seventh step is to repeat the purchase, complain or not react to the use of the product (service). Finally, the customer's secondary response is the last step of the customer experience model. Conclusion: Based on the findings of the present study, information interface can play a decisive role in shaping customer experiences. Therefore, it is suggested that in active businesses in the information and communication technology industry, by studying the media and customer information tools, the most optimal and effective tools should be selected and used.

Purpose: The present study aims to provide a model for analyzing the brand-customer relationship on Instagram in the cosmetics industry. In this study, qualitative and quantitative methods have been used to analyze the data. The statistical population in the qualitative phase includes brand marketing experts and in the quantitative phase consists of customers of the cosmetics industry. Sampling has been non-probabilistic and purposeful in the qualitative phase, and random using Cochrane formula in the quantitative phase. Interviews and questionnaires were utilized as data collection tools. Content analysis was used to analyze specialized interviews. Moreover, the identified indicators were validated by Fuzzy Delphi method. Then, using the structural-interpretive method, the initial model is designed and finally, using the partial least squares method, the final model of the research is presented. The analysis of research data in qualitative quantitative phases has been done with MaxQDA software and Smart PLS software, respectively. In order to achieve the objectives of the study, a set of practical indicators of brand-customer relationship were identified on Instagram through analyzing experts’,interviews. The findings reveal that brand performance influences the positioning and creating of brand and brand value. Brand awareness and brand personality are among the indicators that affect brand performance. Furthermore, marketing strategy affects the quality of services. It is recommended that various entertainment tools such as videos, applications, in cyberspace on Instagram be posted and create a happy and fun atmosphere in cyberspace along with humor, contest design, and puzzles related to the type of activity and brands.

Relationship marketing seeks to build relationships with your customers that will make them repurchase from the company in the future and encourage others to do so, which is the best approach to retaining customers. Therefore, Internet service providers should be aware of how to establish lasting relationships with their customers and look for relationships to attract customers. The purpose of this study is to design a relational marketing model in the film sales and screening network in Iran. In the present research method, after analyzing the theoretical and experimental records, the qualitative method and in-depth interviews with 10 managers of film sales companies were carried out using targeted sampling method and theoretical sampling, which has reached theoretical saturation. The obtained information was then analyzed using the content analysis method and a paradigm model of relational marketing was constructed. The results showed that relational marketing in the sales and film network in Iran is one of the factors of relational marketing (including the themes of causal conditions: communication, relationship quality, innovation,background conditions: marketing, advertising,mediating conditions: Customer gender, customer expectations, customer knowledge, customer focus and ultimately the outcome: customer loyalty, customer satisfaction, customer trust, competitive advantage, business performance, and customer commitment) can have an impact. By focusing on the factors obtained in this research, relationship marketing can create customer loyalty, customer satisfaction, competitive advantage, business performance, and customer commitment in film sales companies.