NEW MARKETING RESEARCH JOURNAL
Year:2023 | Volume:13 | Issue:2|Papers Count:8

Today, companies and organizations are aware of the fact that customer retention leads to greater profitability. Increasing competition causes the rate of customer churn to grow. Therefore, studying the features influencing the tendency of customer churn is important. In the present study, a hybrid model based on the data mining approach is presented to analyze the features of churn customers. In the first step, the feature selection node has been used to identify the features with higher importance and remove redundant items. Then, the C5. 0 Decision Tree and Bayesian network were used to classify the customers into two groups, turning customers, and non-turning customers. These are data mining techniques and terms that can help in forecasting. Finally, the proposed model has been implemented in the chain store industry as a case study. Key findings indicate that both the decision tree model and the Bayesian network can predict churn customers with different accuracies, the area under the receiver operating curve in the decision tree model is greater than the Bayesian network model and it has better performance. The results indicate the optimal efficiency of the proposed method. In addition, the results show that three features of gender, marital status, and age from the set of demographic characteristics and five factors of average monthly income level, number of purchases per month, the share of online shopping, how to get to know the store, type of market-related to customer transaction records are among the most effective factors. Introduction Customers are among the most important assets for businesses. Customer relationship management has been introduced as a comprehensive key strategy to stay focused on customers' needs and integrate methods of dealing with customers in the organization. In the key area of customer relationship management, the importance of customer orientation is very evident. This term means leaving the organization on behalf of customers and turning to competing organizations to receive services. Customers may leave the organization for various obvious or hidden reasons. The goal of organizations is to maintain existing customers by using customer retention methods. Customer loss creates a situation for competing organizations to attract customers of an organization. This situation has made the importance of predicting the churn of customers to double. Researchers have concluded that a small change in customer retention rate can have a huge impact on overall business improvement. Predicting customer churn is a suitable tool for describing the customer retention process of an organization, and the purpose of using it is to identify a group of customers who are prone to churn. Knowing this group of customers and taking preventive measures can play a very important role in preventing customers from turning away. In such a situation, predicting customer turnover has attracted a lot of attention in management and marketing studies. To efficiently manage customer churn forecasting within an organization, it is of great importance to provide an effective and highly accurate customer churn prediction model. Methodology The research is practical according to the purpose. Because the results of this research can be practically used, the nature of this research is post-event. Considering the existence of three types of research methods: quantitative, qualitative, and hybrid, the method of this research is quantitative. Since a specific methodology must be used to perform data mining operations, standard Crisp methodology has been used in this regard. Also, various data mining techniques including feature selection and classification have been used in this research. Finally, a case study is the method used in this research. In this research, based on the real data of the customers of the chain store industry, customer churn is predicted and the effective factors of churn are identified. In this research, a hybrid model based on a data mining approach is presented to analyze the factors of customer churn. In the first step, the Bayesian network algorithm was used to identify factors with higher importance. Bayesian network is a non-circular directed graph where each node represents a variable and arcs represent direct causal relationships between connected nodes and conditional probability tables are assigned to nodes that have conditional dependence. In the second step, the C5. 0 decision tree technique was used to classify customers based on their churning status. The C5. 0 decision tree is an improvement over the C4. 5 and ID3 decision trees. The division of each node is calculated based on information gain. This index is used to select the fragile variable in the process of tree growth. Findings The results of the research indicate that the demographic characteristics and purchase records of customers are effective in the behavior of customers. Based on the results of the classification in this research and the rules provided by the decision tree, the eight key factors identified in turning away customers with a significant effect on the studied case have been analyzed in the following. The classification results show that people with a monthly income of 50 million Rials and above are among those customers who are likely to buy again. People with a monthly income of less than 50 million Rials are not customers. People whose number of purchases was more than 2 times a month are among those loyal customers who are likely to buy again, and those customers who are likely to buy less than 2 times would not repurchase and they are part of the churning customers. The obtained results show that people with an internet shopping share of more than 20% are loyal customers and people with a lower shopping share are turned away (churn) customers. The percentage of women's purchases is higher than that of men, and women are more loyal than men. Married people have a higher percentage of the store's customers and are more loyal than single people. The overall amount of people's purchases from a chain store is much higher than from a traditional supermarket. Conclusions Analyzing and predicting customer behavior is very important because the cost of losing a customer is very high for an organization. In this regard, in the current research, the method of combining the Bayesian network and a C5. 0 decision tree has been developed for predicting the analysis of customer churn. For this purpose, the data of customers of a chain store in Mashhad City has been examined as a case study. The variable of customer repurchase probability is considered as a dependent variable and then the most important independent variables for the implementation of the C5. 0 decision tree and Bayesian network are identified by the feature selection node. The results of the present research show that the application of the feature selection algorithm can help the decision makers to accurately classify the model and choose the best model and focus on the variables with the highest importance in predicting the turning of customers. The results also indicate that the eight factors of age, marital status, average monthly income, number of purchases per month, familiarity with the store, type of market, share of online shopping, and special sales are among the most important factors affecting diversion. According to the comparison of two Bayesian network algorithms and the C5. 0 decision tree based on ROC diagram results, it is emphasized that the C5. 0 decision tree with the highest accuracy has a better performance in identifying returning customers. Finally, a set of managerial insights for formulating marketing plans and facing all kinds of customers has been presented.

The main aim of the present study is to identify the antecedent and consequence elements of the concept of brand tribalism and then analyze them using the fuzzy cognitive mapping method. In terms of the purpose and method of gathering the data, the current research is applied and descriptive-survey, and in terms of typology, it is among mixed studies with a qualitative and quantitative approach in the deductive-inductive paradigm. The statistical population of the research is experts familiar with the subject, 25 of whom were selected based on the principle of theoretical adequacy and using the targeted ‎sampling method. In the qualitative part of the research, semi-structured interviews, and in the quantitative part, a questionnaire were used. The validity and reliability of the questionnaire were determined by using the CVR coefficient, the Kappa-Cohen test, retest reliability, and content validity. In the qualitative phase, the qualitative data obtained from the ‎interview using MAXQDA software and the coding method were analyzed. ‎ Then, in the quantitative part of the research, using the FCM method, a fuzzy map of brand tribalism was presented and the most important antecedent and consequent factors of brand tribalism were identified. The research findings confirm that brand loyalty, brand promotion, and marketing evangelism are effective factors in brand tribalism. In addition, brand love, brand affiliation, and hedonic value are the most important consequences of brand tribalism. Introduction Rapid changes create a new world where information is transferred quickly and people are culturally closer to each other (Abeysekera, 2021). Based on this, due to cultural proximity and the fluid flow of information, most markets have matured. For this reason, new customers are difficult to get, so organizations are in great need of new marketing strategies that have the most effectiveness with the lowest cost (Sadeghi & Arab-Nejad, 2015). One of the most recent concepts in the field of marketing is brand tribalism, which refers to an effective customer-oriented social advertising strategy (Tsiotsou, 2013). In the world of marketing, the discussion of brand tribalism is a big challenge for companies, because the process of creating brand tribalism involves creating a network of people who are interested in the brand, communicate with each other, and as a result, share their feelings and opinions about the brand among members of a group or tribe (Dionisio et al., 2008). Brand tribalism allows group members to share their personal experiences and feelings related to the brand (Taute & Sierra, 2014). According to the definition by Muniz and O'Guinn (2001), brand tribalism refers to a social entity that reflects the role and position of brands in the daily life of customers, and it is considered a way to connect the customer to the brand and the customer to the customer. In addition to what has been said, in advertising platforms such as Instagram and various virtual networks, due to having the option to join advertising groups, using the benefits of brand tribalism has become an important necessity in today's very competitive market. Therefore, according to what has been said, the present research aims to determine, firstly, the factors that cause brand tribalism, and secondly, the most important consequences of using the concept of brand tribalism in the marketing plans of companies. Methodology In terms of method, this research is mixed based on a qualitative and quantitative research design. The current research is classified as survey research from the point of view of its practical purpose and in terms of the data collection method. The statistical population of this research is experts familiar with the subject under study, 25 of them have been selected as sample members using the purposeful sampling method based on the principle of theoretical saturation. The sample members are university professors, human resource managers, and marketing managers of textile and Zagros Posh companies, which are active as two large and active companies in the field of clothing. The tool for collecting information is an interview in the qualitative part and a questionnaire in the quantitative part. In this way, qualitative data were first collected using the opinions of 25 experts and up to the point of theoretical saturation of information, and then they were analyzed with Maxqda software and content analysis and coding method. The validity and reliability of the data collection tool have been confirmed in the interview section using the content validity ratio and the Kappa-Cohen test and in the questionnaire section using the content validity and retest reliability. In the next step, quantitative data were analyzed using the fuzzy cognitive mapping method. Cognitive maps are oriented graphics for representing causal relationships between several objects or concepts. In other words, fuzzy cognitive maps with system descriptions by modeling signs of causality that indicate a positive or negative relationship derived from fuzzy values and the sequence and hierarchy of cause and effect relationships can be a guide for analysts and decision-makers to an easy, accurate, and comprehensive understanding of complex systems. Findings The findings of the present research are based on the analysis of antecedent and consequent elements of the concept of brand tribalism and their prioritization. Based on the results obtained from the qualitative part of the study, the identified antecedents of brand tribalism are hedonic value, social prestige value, special brand value, value-creating activities, common feelings, common prejudices, brand dependence, brand love, collective identification, and brand discourse power. Also, the identified consequences are brand tribalism, brand support, word-of-mouth advertising, brand loyalty, brand trust, evangelistic marketing, increasing competitiveness and market share, appropriate positioning and positive customer mentality, brand promotion, improvement of brand social power, and brand association. Conclusions The results of the research in the quantitative part showed that among the antecedent factors of brand tribalism, brand love with indegree 11/91, outdegree 11/31, and centrality 23/22 has been identified as the most important factor among the antecedent factors, and after that hedonic value, brand dependence and special value of the brand were identified as other important factors, respectively. Also, among the consequences of brand tribalism, brand loyalty with indegree 10. 98, outdegree 11. 45, and centrality 23. 76 was identified as the most important determinant of brand tribalism. Next, evangelism marketing, brand promotion, and brand support were identified as other important consequences of brand tribalism.

The purpose of this study is to investigate the intention to reuse the augmented reality application in the fashion clothing industry. This research is applied in terms of purpose and descriptive survey in terms of the method. The statistical population of the research includes all smart mobile users who have used augmented reality technology in the clothing industry at least once. Based on the Morgan table for unlimited communities and using the available non-probability sampling method, 384 people were selected. To carry out the study, a standard questionnaire was used. The partial least squares structural equation model was used to analyze the data. The results showed that telepresence does not have a significant effect on value co-creation, but a positive and significant effect was found between social presence and brand affection. Social presence does not have a significant effect on value co-creation, but it has a positive and significant impact on brand affection. There is a positive and significant relationship between value co-creation and brand affection with the intention to reuse the augmented reality app. Gender moderates the relationship between distance presence and co-creation value and brand affection. Furthermore, gender moderates the relationship between social presence and brand affection. In addition, gender moderates the relationship between brand affection and intention to reuse the augmented reality app. Finally, gender does not moderate the relationship between social presence and value co-creation, and value co-creation with the intention to reuse the augmented reality app. The present research contributes to the information system and consumer behavior literature. In addition, intention to the reuse augmented reality app by consumers is a key challenge in gaining a competitive advantage in the contemporary market. Introduction The application of augmented reality technology in the field of business, marketing, and promotion of products and services has its own capacity and attractiveness. The rapid expansion of Internet technology is dramatically changing the retail and shopping experience of consumers. Branded apps are widely used by many leading retailers around the world (Molinillo et al., 2020). Today, augmented reality technology is attracting increasing attention and improving consumers' purchasing decisions and experiences. Due to the highly interactive nature and advancement of smart technologies, it is becoming increasingly important for companies to engage and engage existing consumers to create products and services that lead to competitive advantage (Yu et al., 2021). Existing empirical research has shown that improving the virtual presence of an online sales platform can lead to favorable outcomes such as increasing consumer attitude, purchase intention, and shopping experience (Gao et al., 2018). It is worth noting that the gender schema theory clearly identifies gender as a fundamental difference between individuals, as both men and women use different approaches when processing information. From an academic perspective, numerous studies have shown differences in technology-related behaviors between men and women, such as in social media and e-commerce settings. Closing the gender gap was expected to lead to more growth for companies (Revaldi et al., 2022). Additionally, through a branded app, retailers can capitalize on additional opportunities, encourage consumer engagement, build brand recognition, and increase visibility. Therefore, the purpose of this study is to investigate the intention to reuse the augmented reality application in the fashion clothing industry. Methodology This study is applied in terms of purpose. The statistical population of the research includes all smart mobile users who have used augmented reality technology in the clothing industry at least once. Based on the Morgan table for unlimited communities and using the available non-probability sampling method, 384 individuals were selected. A standard questionnaire was used to collect the data. Partial least squares structural equation modeling was used to analyze the research data. A structural equation model (SEM) is a specific causal structure between a set of latent variables and observed variables. Through structural equation modeling, latent variables (factor or structure) can be measured indirectly by using obvious variables (questionnaire items or questions). As the results showed, the measurement model meets all quality and reliability criteria. All factor loadings are higher than 0. 4, composite reliability is higher than 0. 7, and the average values of extracted variance are higher than 0. 5. The structural model of this study is evaluated through coefficient of determination (R2), predictive correlation (Q2), goodness of fit (GOF) test, and hypothesis testing. According to research findings, it can be stated that all the values of the coefficient of determination are at the medium and strong level for fitting the structural part of the model. The obtained Q2 values show that the model has sufficient predictive relevance, as the values are above the threshold of 0. 000. Considering that the model has all the criteria, it can be suggested that the structural model is appropriate. Findings The results of the study showed that telepresence does not have a significant effect on value co-creation, but it has a positive and significant effect was found between social presence and brand affection. Social presence does not have a significant effect on value co-creation, but it has a positive and significant impact on brand affection. There is a positive and significant relationship between value co-creation and brand affection with the intention to reuse the augmented reality app. Gender moderates the relationship between distance presence and co-creation value and brand affection. Furthermore, gender moderates the relationship between social presence and brand affection. In addition, gender moderates the relationship between brand affection and intention to reuse the augmented reality app. Finally, gender does not moderate the relationship between social presence and value co-creation, and value co-creation with the intention to reuse the augmented reality app. Furthermore, the findings show that men's behavior is often influenced by cognition, while women's behavior is more easily influenced by emotion. Women tend to process information holistically, while men tend to process information more selectively. Other studies have claimed that women are often motivated by relational and emotional needs, while men are more likely to be driven by achievement needs. In fact, men and women tend to be different when socializing and interacting with others. For example, women are more interdependent in the sense that they are more social and prefer to create and maintain close relationships with others. Meanwhile, men are more independent and tend to focus more on their unique qualities. Conclusion The present research contributes to the information system and consumer behavior literature. In addition, the intention to reuse the augmented reality app by consumers is a key challenge in gaining a competitive advantage in the contemporary market. From the proven results, it can be suggested that when using an app, men are more interested in fun and enjoyable features, while women are more focused on performing tasks, such as communicating with family and friends. Women are more likely to maintain relationships and interact with vendors when using social networking sites. In terms of technology use, men reported perceived usefulness as highly valued, while women were motivated by ease of use. According to the results, it is suggested that marketers understand the difference between different levels of consumer perceptions. Apparel industry apps should strive to increase users' emotional and behavioral engagement with the brand, which can foster positive emotions, pride, and good feelings toward the brand. Hence, reuse intention can be achieved. On the other hand, imbuing an application based on augmented reality technology in the apparel industry with human and social features is more necessary to maintain the loyalty of female consumers. This can be achieved using a conversational interface such as a Chabot, voice recognition, and live streaming videos. Finally, it is suggested that retailers should be aware and provide more opportunities for consumers to participate and exchange information during the product or service development process. Furthermore, the value co-creation process, which includes customer centricity and customization, has been proven to be the most effective predictor of long-term relationships between a retailer and its existing market.

The present study aimed to investigate the changes in brain wave power of runners in response to different brands of non-alcoholic beer using the electroencephalography method from the perspective of neuromarketing. This research is applied in terms of purpose and has been done experimentally. For this purpose, the brain wave activity of 14 volunteers in the forehead, forehead, and recessive regions was recorded and analyzed by electroencephalography. Dependent t-tests and analysis of variance were used to analyze the data. The findings showed that there was no significant difference in theta, alpha, and beta waves of individuals after using the Jojo and Istak brands and also in theta waves after using the Alis, Delster, and Heyday brands (sig>0. 05). However, there was a significant difference in alpha and beta waves in individuals using Alis, Delster, and Heyday (sig<0. 05). Introduction Constant and rapid changes in consumer interests and behaviours make the use of tools and approaches based on advanced technologies inevitable. In the meantime, neuromarketing provides in-depth insights into customer motivations, preferences, and decisions (Bamakan et al., 2021). There are different types of brands of beer in our country, each of which has its enthusiasts and lovers, especially among athletes. Noting that there is constant competition between these brands and brands for customer attention, neuromarketing methods can provide us with useful information in this area. Research into participants’ state of mind while tasting beer can help us develop our current understanding of consumers’ brain activity. Accordingly, in this study, the changes in brain waves of runners during the tasting of different brands of beer have been investigated using the electroencephalography method. The authors are looking for answers to the question of how runners' brainwaves work while drinking beer. By studying changes in the brain wave activity of athletes, emotional responses to different brands of beer can be achieved. Methodology Thisresearch is practicalintermsofpurposeandisexploratoryinnature. Thestatisticalpopulation of thestudywasathletestudentsrunningatthe FerdowsiUniversity of Mashhad, 15ofwhomwere selected asvolunteerstoparticipate in the research andcompleted an informed consentformforparticipationintheresearchproject. Inthisstudy, the electroencephalographytechniquewasused. The participants' brain waves were measured before drinking the beers. Then, 5 glasses of beer with different brand names (Jojo, Istak, Delster, Alis, and Heyday) were placed in front of the participants. The glasses werearrangedinarow. Theparticipants drank each of thesebeers in rows. At the sametimeasdrinkingthebeer, the electroencephalogram recording device also measured the activity of brainwaves(alpha, beta, and theta)intheelectrodesof FP1, FP2, F3, F7, F8, F4, O1, andO2. The data were analyzedusingNeuroguideandSPSS-26software. One out of 15participantswasexcludedfrom the study due to having a headacheasoneof the exclusioncriteriaandthenumberofthemreached14. Sixof the participantsweremaleand8werefemale. In the inferentialpart, since the data of thisstudywasnormal and eachofthebrandshadtwobefore and after data, dependent t-test orpairedsamplet-testand analysis ofvariancewereusedfordataanalysis. Findings T-test results showed that there was no significant difference between the taste of Jojo and Istak brands before and after use by athletes (sig>0. 05). However, there was a significant difference between the taste of beer in Alis, Delster, and Heyday brands before and after use by athletes (sig<0. 05). After using these three brands, there is a huge difference in their sense of taste. In theta, alpha, and beta waves, there was no significant difference between individuals after using the Jojo and Istak brands, and in theta waves after using the Alis, Dalster, and Hayday brands (sig>0. 05). However, in alpha and beta waves, there was a significant difference between Alis, Delster, and Hayday brand users (sig<0. 05). Then, ANOVA was used to compare the taste sense of athletes after using brands of non-alcoholic beer brand. The results showed that there was no significant difference between athletes' sense of taste after using brands of beer (sig>0. 05). Conclusions In general, taste is one of our most distinctive emotional senses. The results of the present study showed that there was a significant difference between the taste of beer in Alis, Delster, and Hayday brands before and after use by athletes. So, to strengthen a company's identity or brand, different types of taste experiences can help by creating an image of a brand or product. In particular, changes in brain waves can also create a lot of emotions and influence decision-making. A user's brain waves can change sensitively when exposed to stimuli, names, food appearance, food smell, and taste (Songsamoe et al., 2019). The results of the study showed that in alpha and beta waves, participants were significant differences. In line with these results, Hsu and Chen (2021) found that there were significant differences in the alpha and beta bands of brain waves of participants when drinking coffee. In general, increased alpha and beta wave activity means increased activation of neural circuits for attention, working memory, and sensory-motor integration. In addition, a significant difference in alpha and beta waves in users of Alis, Delster, and Hayday brands in this study also indicates a higher preference for consumers to these brands. Therefore, the Jojo and Istak brands should make the taste more attractive to consumers, and companies and manufacturers should use new methods to examine consumer preferences to create a memorable taste for consumers.

In recent decades, consumer markets have faced the challenges of increasing brand convergence, a lack of understanding of the differences between competing offerings, and the reduction of switching costs. This has revised traditional customer-oriented practices inevitably and forces organizations to struggle to find and implement a component beyond technical requirements. Customer experience as one of the most promising management approaches is a new solution to facing these challenges. The purpose of this study is to identify factors on the cognitive, emotional, and behavioral experiences in pre-purchase touch points and determine which of the experimental strategies leads to exceeding the standards and expectations of customers. The current research is planned with a mixed approach and in the form of two consecutive processes. In the first phase, the factors affecting the pre-purchase experiences of customers have been identified through the synthesis of existing literature and studies. For this purpose, 1268 articles focusing on customer experience were reduced to 26 final studies in the screening process. In the second phase, relying on the combined approach of graph theory (matrix permanents), the governing internal relationships between the research components and measuring their importance levels were determined. To achieve this purpose, according to the value judgment of the evaluator group (selected from the statistical population of handicrafts customers), the type of governing relationships between the research components at the sub-system level has been determined and then, the hypothetical values and the degree of proximity of each factor to the limit is evaluated. The results indicate that the five main components of promotional actions, information, product, brand, and social interactions can effectively guide customers' pre-purchase experiences. The results of the analysis of the internal relations of the graphs show that among the mentioned components, social interactions (with a coefficient of 0. 482 close to the ideal hypothetical value) have the highest level of importance in the industry of traditional and handicraft arts. Introduction Over the past decades, marketing activities have primarily focused on the cognitive and physical aspects of products and services, with the belief that customers make purchasing decisions based on rational cognitive analysis and avoid emotions and feelings. However, the marketing landscape is changing, and the challenges of increasing brand similarity, homogeneous consumer markets, and digitization have made it inevitable for organizations to strive to find and implement a component beyond technical requirements. Customer experience, as one of the most promising management approaches, is a novel solution to address these challenges. However, the literature on customer experience is generally limited to a few industries (particularly banking, hospitality, and retail) and lacks a framework for customer experience formation in other industries. Craft arts, for example, are one of the fields that have not received much attention in experiential marketing studies. Today, the common meaning of craft arts (influenced by progressive concepts such as cultural freedom, individualization, and anti-commercialism) has been redefined and has taken on a symbolic and aesthetic form. The penetration of craft arts into the mainstream of the society and the increasing tendency to buy traditional products make it inevitable to adopt professional marketing strategies and approaches (including the modern customer experience-oriented approach). Based on this, the present study was conducted to identify the factors affecting cognitive, emotional, and behavioral experiences at pre-purchase touchpoints and determine which of the experiential strategies leads to surpassing customer standards and expectations. Methodology The current research was conducted with a mixed approach and in the form of two studies. In the first study, the factors affecting the pre-purchase experiences of customers have been identified through the synthesis of existing literature and studies. For this purpose, 1268 articles focusing on customer experience were reduced in the title, abstract, and content screening process. Finally, 26 articles with a Kappa coefficient of 0. 73 and a content validity ratio of more than 0. 75 have been used as the basis for extracting codes. In the second study, relying on the integrated approach of graph theory (matrix permanents, the internal relationships between the research components and the measurement of their importance levels were specified. To achieve this goal, according to the value judgment of a group of evaluators (selected from the statistical population of craft arts customers), we have determined the type of relationships between the research components at the system and subsystem level. Then, internal relationships and the degree of closeness to the ideal were determined. This means that the customer experience (system level) is ideal when all its components (subsystems) are in their best state. Findings The results of the research indicate that the five main components of promotion, information, product, brand, and social interactions can guide the pre-purchase customer experience. The results of the analysis of the internal relationships of the graphs at the system level show that among such components, social interactions (with a distance of 0. 482 close to the ideal value) are of the highest level of importance in the handicraft industry. Other components including brand (with a distance of 0. 553 close to the ideal value), product (0. 587), information (0. 602), and promotion (0. 613) are placed in the next priorities of the organization to create unique and distinguished experiences. In addition, the analysis of the internal relationships at the sub-system level shows that personalization (with an importance level of 0. 626), product pricing (0. 785), information access (0. 709), previous brand experiences (0. 641), and recommendations (0. 676) are the most preferred micro-level factors. Conclusions The research findings show that at the system level, handicraft customers are more influenced by social interactions (recommendations, suggestions, and referrals of others to buy the product, overall evaluation of opinions in networks and social media) than other activities of the organization. Moreover, the brand component is of secondary importance and the actions of the organization regarding brand awareness and recall can effectively lead to the improvement of the pre-purchase experiences of craft arts customers. Also, the analysis of the internal relationships of the product diagram shows that in the craft arts industry, product experiences are strongly influenced by the organization's pricing policies, and the effectiveness of other factors (such as the variety of product selection, labeling, and packaging) depends on the acceptance and effectiveness of price strategies. Therefore, the organization's policies regarding special event pricing, seasonal, and extraordinary discounts can lead to an acceptable level of product experience. Similarly, analysis of the internal relationships of the promotion diagram suggests that organizations with a focus on providing personalized offers and benefits (in the form of demographic filters, affinity selling, personalization of loyalty programs, etc. ) achieve a higher impact compared to other promotional activities.

Today, it is essential for companies to create a memorable and positive experience for customers in the VUCA environment. The purpose of this research is to design a model of the actual online shopping experience of digital goods customers in VUCA conditions. This research is a basic and applied study in terms of its purpose. In terms of the method, this cross-sectional study is qualitative exploratory and descriptive using an inductive approach and the phenomenological method. The statistical population consisted of 10 digital goods customers in Tehran, who bought digital goods during the period of December 2022 to March 2022 and were sampled in a purposeful and judgmental way. The validity of the interview was approved by face validity. To check the validity of the coding process, the method of continuous engagement and participation with research members and triangulation was used. Regarding the reliability of the interviews, the test-retest reliability method was used, which was 73. 26%. In this research, 144 compiled meanings and then 53 sub-themes were categorized in line with the final clustering in the four main themes of VUCA including volatility, uncertainty, complexity, and ambiguity. The results showed that frequent changes in prices, exchange rates, and other factors can cause doubts and tension for customers and lead to negative experiences. By implementing price stability, providing complete information, and other ways of working, the online shopping experience of Digikala customers can be improved. Introduction Creating different experiences as a vital element in evaluation strategies can be valuable and can become a competitive advantage (Esmaeilpour & Mohseni, 2019). Researchers described the customer experience as a journey that includes direct or indirect interactions between the customer and the service provider. Actual customer experience originates from a set of interactions between a customer and a product, a company, or a part of the organization and causes a customer reaction. This experience is highly personal and refers to customer involvement on multiple levels (Shafie et al., 2019). Recently, the VUCA concept has been recognized for its digital transformation, technological advances in artificial intelligence, robotics, exchange platforms and the Internet, and fundamental changes in business models and industries (Rožman et al., 2023). The aim of the current study is to design a model that shows the online shopping experience of customers buying digital goods in the conditions of VUCA (Volatility, Uncertainty, Complexity, and Ambiguity). The present study seeks to examine the specific challenges and opportunities faced by customers when purchasing digital goods through an online platform, focusing on Digikala, an online sales site. Methodology This research is a basic and applied study in terms of its purpose. This cross-sectional study, in terms of the method, is qualitative exploratory and descriptive using an inductive approach and the phenomenological method. The statistical population includes customers who have purchased electronic devices from the DigiKala site in Tehran, and sampling has been done in a purposeful and judgmental way. The customers were either retail stores that bought from Digikala for their stores, or they were end consumers of electronic products. In this regard, first a semi-structured interview was conducted with 10 customers who bought electronic devices from Digikala until reaching the theoretical saturation point based on the defined protocols. Then, the interviews were transcribed. For more certainty, after reaching the point of theoretical saturation, 5 other people were interviewed, who did not provide new points. Therefore, it was ensured that 10 interviews were sufficiently effective. In order to check the validity of the coding process from continuous engagement and participation with the research members, triangulation was used. To check the reliability of the interviews, the retest reliability was used which was 73. 26%. Findings In this research, the analysis of phenomenological data is done by reducing meaningful propositions into themes and then writing textual and structural descriptions. Based on the data obtained from the research questions raised in the form of an interview, the important propositions, sentences, and phrases that show how the experience of experts is formed regarding the phenomenon under study are identified. Then, the propositions with equal value are determined and the main themes are identified. This process is called horizontalization. Finally, by integrating and integrating the text and structure, the researcher writes a comprehensive description of the phenomenon. In order to analyze the data in connection with phenomenology, the seven-step collage method was used. Conclusions In this research, 144 compiled meanings, and then 53 sub-themes were categorized in line with the final clustering in the four main themes of VUCA including volatility, uncertainty, complexity, and ambiguity, along with considering positive and negative experience. Then, 29 negative themes and 24 positive themes were obtained. In the volatility section, sub-themes include price turbulence, instability in product showcases on the site, and the variable and influential price of dollars and currencies in goods. In relation to uncertainty, sub-themes include the uncertainty of the product delivery time, specific delivery time, clarity of the situation price, unpredictability of price, goods leaving the sales basket, and lack of different pricing in a fluctuating state. In connection with uncertainty, sub-themes include price uncertainty, the vagueness of the warranty situation, and the unclear status of the after-sales service. Regarding complexity, sub-themes include the complexity in identifying suppliers, different prices, and difficulty in getting information about the product, ease in calculating tax when buying from the site, lack of information for some products on the site. With respect to ambiguity, sub-themes were the ambiguity of the product and goods, the ambiguity of the supplier, the ambiguity of the authenticity of the site, and the use of other people's opinions about the product. The results showed that frequent changes in prices, exchange rates, and other factors can cause doubts and tension for customers and lead to negative experiences. By implementing price stability, providing complete information, and other ways of working, the online shopping experience of Digikala customers and their satisfaction can be improved.

Consumers are more willing to use natural personal care products, but fake news has made them wary of purchasing these products. This research used the SOBC approach to investigate the effects of perceived risks and perceived benefits on consumer purchase intention, which is stimulated by openness to change. It also aims to examine the behavior of consumers who intend to purchase by believing and acting on fake news. The research is applied in terms of purpose and descriptive-survey in terms of data collection. The statistical population of the research is all the customers of personal care products in the city of Isfahan who were selected using the convenience sampling method. To measure the openness to change, Claudy et al. (2015) and Wang et al. ’s (2008) questionnaire was used. To measure the perceived benefits and risks, purchase intention, and brand trust, Westaby’s (2005) questionnaire, Shaharudin et al. ’s (2010) questionnaire, and Chaudhuri and Holbrook’s (2001) questionnaire were used. An online survey was used with 384 respondents. The reliability of the questionnaires was checked through Cronbach's alpha and CR index. Divergent and convergent methods were used to check their validity. Structural equation modeling and SMART-PLS4 software were used to test the hypotheses. Findings showed that openness to change is related to perceived benefits and risks. Furthermore, the association of perceived benefits and risks with purchase intention, which in turn is related to the tendency to believe and act on fake news, was confirmed. Also, the moderating effect of brand trust on the relationship between purchase intention and acting on fake news was confirmed. Introduction Fake news is defined as news articles that intentionally contain false information and can mislead readers (Allcott & Gentzkow, 2017). Fake news has attracted the attention of researchers mostly in the fields of journalism, psychology, and political science, and has been studied less in the literature on marketing and consumer behavior (Domenico & Visentin, 2020). Some researchers have confirmed that purchase intention is strongly related to the consumer's attitude towards the brand of the product (Martín-Consuegra et al., 2018). The purchase intention information can be very decisive in the marketing decisions related to the goods, market segmentation, and advertising programs (Tsiotsou, 2006). Also, the purchase intention can be influenced by the person's perception of unpredictable situations. These situations, which lead to the change in consumers' purchase intention, in addition to referring to unforeseen conditions, are also related to the person's perception and attitude towards those conditions (Dam, 2020). Natural care products are often called organic cosmetics and hygiene products. The reason for the increase in popularity of organic products among consumers is that the negative effects of synthetic chemical substances on the health of the environment have been revealed to them. As a result, consumers are eager to choose and use natural personal care products as a safer alternative to conventional personal care products. The publication of fake news for natural products businesses can also be very harmful. The consumers of these products are exposed to fake news, for example, the use of micro-shampoos increases with natural products, or the use of natural creams leads to darkening of the skin, and cases like this. These are abundantly visible and consumers can be expected to believe these untrue published claims and think about breaking the relationship with the product (Kumar et al., 2021). Therefore, in this research, the aim is to identify the potential drivers of consumer motivation in relation to natural and personal care products and the potential role of fake news in consumer decision-making. In this regard, we consider variables such as openness to change, perceived benefits, and perceived risks that contribute to a better understanding of the factors related to consumers' purchase intentions relative to product prices. Considering the nature of fake news and the tendency of consumers to believe this news, Brand trust is likely to play a role as a moderating variable on consumers' purchase intention. Methodology This research is practical in terms of purpose. In terms of the nature of the method, it is descriptive-correlational. In addition, in terms of the method of data collection, it is of survey type. The statistical population of this research is all the customers of personal care products, including skin, hair, oral, and dental care products, as well as hair color cosmetics, deodorants, and feminine hygiene products in Isfahan. Using a simple random sampling method, 384 people were selected as the statistical sample. After collecting the data, structural equation modeling and PLS Smart version 4 software were used to test the hypotheses. The validity and reliability were investigated using factor analysis in this software. The questionnaire of this study was also taken from the standard questions of previous studies. Findings The research hypotheses were confirmed as follows: Based on the result of the analysis of the first hypothesis, the tendency to believe and act on fake news is higher than 2. 57, and as a result, it is significant at the level of 0. 01 and this hypothesis is confirmed. According to the value of the path coefficient, which is a positive number, this effect is direct and positive. The statistical results regarding the second hypothesis showed that purchase intention is greater than 2. 57 and is significant at the 0. 01 level, so this hypothesis is also accepted. According to the value of the path coefficient, this effect is direct and positive. In the third hypothesis (perceived risk and its relationship with purchase intention), the t-statistic is greater than 1. 96, so this hypothesis is confirmed at the confidence level of 0. 05. According to the value of the path coefficient, this effect is negative. In the fourth hypothesis (the path of openness to change), the t-statistic value is higher than 2. 57, and as a result, it is significant at the 0. 01 level, and this hypothesis is confirmed. According to the value of the path coefficient, this effect is direct and positive. In the fifth hypothesis (the path of openness to change), the t-statistic value is higher than 1. 64, and as a result, it is significant at the level of 0. 1. Thus, this hypothesis is confirmed. According to the value of the coefficient of the path, this effect is direct and positive. Finally, the examination of the moderating role of trust in the brand on the intention to buy and the tendency to believe and act on fake news showed that its moderating effect is positive (1. 64). Conclusions In this research, SOBC was used as a theoretical framework to theorize how to relate the stimulus to the internal processes of consumers, and to understand the behavior towards buying personal care products that leads to believing in the authenticity of fake news and acting on it. In addition, this study extended the scope of SOBC to include moderating effects. As a result, this study is a building block for providing a model to respond to the increasing complexity of consumers' behavioral tendencies. According to the research findings, it is suggested that manufacturers of natural personal care products provide awareness ads and labels on the product and brochures to inform the benefits of the product to make consumers more aware. In addition, due to the destructive effect of fake news, the need for a strong media and public relations department to fight and reject claims and attacks on the brand is necessary.

E-businesses are expanding in the society. The insurance industry should increase its information in the field of digital marketing of E-businesses. The present study aims to identify the dimensions of digital marketing of E-businesses in Iran's insurance industry. This research is applied and descriptive survey in terms of purpose and method. The statistical population in the factor analysis section includes insurance industry experts across the country and the AHP section includes experts in this industry. In the factor analysis section, 384 samples were selected by using the simple sampling method, and in the AHP section, 10 experts were selected as the sample. The tool of the field study is a questionnaire. To check the validity of the questionnaire, the content, and its reliability, Cronbach's Alpha was used. In the present research, first, digital marketing indicators of E-businesses of the insurance industry have been extracted from the literature review. Then, to identify the digital marketing dimensions of E-businesses in the insurance industry, the exploratory factor analysis method was used. The confirmatory factor analysis method was used to confirm the identified dimensions and the AHP technique was used to rank them. The identified dimensions include the organization's digital organization, marketing research, and customer-related factors. The results of the AHP technique showed that SMS advertising, environmental advertising, and customer communication have been the top three indicators. Introduction Digital marketing in the insurance industry allows insurance businesses to reach a wider audience, communicate more effectively with customers, increase market penetration, accurately measure performance, and reduce costs and time. Despite the importance of digital marketing, there is no valid scale to measure its dimensions and underlying factors in the country's insurance industry environment. In the face of the digitalization of businesses, the present study seeks to answer the following research question: What are the necessary dimensions for the digital marketing of electronic businesses in Iran's insurance industry? Methodology The purpose of this research is to identify the dimensions of digital marketing in E-businesses of Iran's insurance industry. Therefore, the study is applied and descriptive-survey in terms of purpose and method. In the factor analysis section, the statistical population includes insurance industry experts across the country, and in the AHP section, it includes experts in this industry. The sample size was calculated by using Cochran's formula of 384 people who were selected using the simple sampling method. In the AHP section, 10 insurance industry experts were selected using the purposive sampling method. In this research, the library method was used for the literature review and the field method was used for the data collection. The data collection tool was a questionnaire. First, the digital marketing indicators of electronic businesses in the insurance industry were identified based on the literature review. Next, the exploratory factor analysis method was used to examine them and categorize the digital marketing dimensions of electronic businesses in the insurance industry. Then, the confirmatory factor analysis method was used to confirm the identified dimensions. Finally, these dimensions were ranked by using the AHP technique. Findings At first, a systematic review of references was done to extract research indicators,then, the dimensions of digital marketing development of electronic businesses were identified by using exploratory factor analysis. These dimensions are marketing research, digital organizations, and customer-related factors. Then, the validity of the research questionnaire was measured by using confirmatory factor analysis. Finally, by using the APH technique, the dimensions were ranked and it was found that the dimension of the organization's digital organization is in the first rank, the dimension of marketing research is in the second rank, and the dimension of customer-related factors is in the third rank. Conclusions Based on the results of the study, the first dimension identified is the organization's digital organization, which refers to using online distribution channels to sell and distribute insurance services, establishing customers' trust in online insurance services, training human resources to provide support to customers in the online environment, providing powerful technical infrastructure and hardware, using digital marketing techniques, ease of use for customers, creating and publishing attractive content, compatibility with all devices and operating systems, designing the user interface and the user experience of the insurance website, optimizing Google search engine and the application of SEO optimization techniques on the insurance website and the evaluation, and reducing costs related to the digital marketing strategy. The second dimension identified is marketing research, which refers to research on the effect of SMS advertising and environmental advertising on customers, communicating with experts in the field of insurance, business development and improving digital marketing strategy, and research in the field of market size of the insurance industry. The third dimension identified is the customer-related factor, which refers to facilitating direct communication with customers, creating social effects and effective communication between audiences, facilitating word-of-mouth advertising, reducing financial risks by minimizing costs related to the sale and distribution of products by providing online insurance services, reaching customer loyalty and satisfaction by using digital marketing and reducing response time, increasing the general and specialized knowledge of the audience, and finally reducing time risks with the possibility of online shopping and access at any time.