In the third millennium, marketing is divided into two categories: media-based transactional marketing and cyberspace-based relationship marketing. The purpose of this study is to identify the characteristics of content marketing with a native approach. To answer the questions, the qualitative method of grounded theory and open interviews with ten experts in the field of communication and marketing were used. The research findings indicate that in marketing, the relationship of attracting, retaining and lifelong users is the main goal and users are considered as stocks and brand capital. This process, apart from using content marketing, has a strategy, planning, related to Being a brand and considering the interests and needs of users who feel entertained, enjoyed and receive useful information is not provided. At the same time, the most important feature of users is the production or change of content and viral republishing of information on social networks for or against the brand, which makes it difficult for the brand, and ultimately the content will be considered by the brand to be entertaining and enjoyable. The brand in cyberspace will provoke a sense of disgust with advertising.

Background and Purpose Social Marketing seeks to develop constructive practices through sports to support the modification and improvement of behaviors and lifestyles, while also enriching society's leisure time (Rouhani, Andam, Bahr ol Olum, & Memari, 2020). Currently, the very low participation of Iranians in "Sports for All" and recreational sports, which is a social issue with behavioral roots, is not exempt from this principle (Tatari, Ehsani, Koozechian, Nowrouzi Seyed Hosseini, 2019, 39). If the development of sports for all is ignored in a society and there is no structured program in place, that society will face numerous problems, including various physical abnormalities and other issues, both direct and indirect, resulting from a lack of participation in physical activities. Such neglect is considered a form of misbehavior in civilized societies (Carmen, 2016). Therefore, low participation in the sport activities and the lack of comprehensive development of "Sports for All" are considered major social issues (Li, Lai, & Lin, 2016). They identified social media and related activities, such as advertising, as effective factors in launching social marketing campaigns. They highlighted the numerous benefits of this approach, including the creation of new opportunities that encourage the adoption of beneficial behaviors aligned with societal goals. In Iran, particularly in the realm of cyberspace policymaking and new media, insufficient attention has been paid to the communication needs of Iranians in joining social networks. In fact, the negative perspective toward technological developments in new media and the neglect of the audience's communication needs not only prevent us from gaining a scientific understanding of these needs, but also create an environment that allows these networks to exert influence—often in ways that do not align with our national and social interests (Sobhani & Hashemi,2017, 170). Given that many factors influence participation in sports activities, the researchers of this study have decided to approach this important issue from a new perspective. They aim to explore the concepts and solutions offered by social networks and their impact on the development of social marketing. Through this approach, they seek to identify ways to change behaviors and promote desirable and innovative behaviors by raising awareness about social marketing. Considering the lack of research in the field of sports management, the author intends to investigate the relationship between the components of virtual networks and social marketing in the development of "Sports for All. " Materials and Methods This research is applied in terms of purpose and is a descriptive-survey in nature with regard to data collection. Specifically, it employs a correlational design and structural equation modeling. The statistical population of this study consisted of members of sports clubs affiliated with the Department of Sports and Youth in Tehran, who had at least six months of membership and were active on social networks...

Social networks are not only tools for communication but also represent one of the key potentials in business and commerce. One of the most significant issues in this field is clustering nodes and extracting effective and useful patterns from them, known as community detection. A major challenge in community detection within social networks is the vast number of nodes, which makes any kind of analysis difficult. Another challenge is the overlap of cluster members, referred to as overlapping communities. In such networks, each node may belong to multiple groups. Considering overlaps between communities—especially in large-scale networks—poses significant challenges in accurately detecting and identifying communities. Therefore, many studies tend to overlook this issue. In this paper, an approach is proposed to address these challenges. The most time-consuming step in the proposed algorithm, identifying influential nodes, is performed in parallel. Moreover, overlaps between communities are taken into account and analyzed. The results of evaluating the proposed method, in comparison with other existing methods, indicate its superiority in terms of the uniformity of the detected communities.

This paper aims at comparing the banks’,activities in the social networks using the content analysis method. In this study, 54 profiles for 14 external and internal banks in 4 popular social networks are analyzed. The banks are chosen using the purposive sampling method. Results show that most banks use missions/goals on their social page to explain the bank information. They use the augmented product to present the product information. They use the company image to explain corporate identity. They use meetings and conferences to present bank events. They use music style for their videos. They use lifestyle pictures for their photos. They use information support for customer support. They use intimate/ interactive/ harmonious/ poetic style for their slogan and use their campaign albums for their albums. They also use sport and environmental issues to explain their corporate social responsibility. Moreover, they use services as the bank’, s marketing messages. They use news announcements to release information. Furthermore, they use social responsibility and public consultation for socialization and finally, they use public partnerships for interactive customer engagement.

Background: Ethical marketing is more than a marketing strategy, it is a philosophy that affects all aspects of marketing. The main purpose of this study is to design and explain the ethical marketing model of food products in social networks. Method: The present study is mixed (qualitative-quantitative) in terms of applied purpose, in terms of approach, exploratory, and in terms of data analysis. In the qualitative part of the research, in order to design the model based on the methodology of content analysis. The statistical population was 16 Internet marketing and business professionals. Targeted sampling and snowball sampling were selected as the sample and data were collected through in-depth and semi-structured interviews. Data analysis was performed by coding method. In the quantitative part, social network users in Malayer city were considered as a community and among them, 385 people were selected as a statistical sample based on simple random sampling method. In this section, the main tools of data collection were closed and researcher-made questionnaires. Structural equation method with SPSS, Lisrel and smart PLS software was used for descriptive and inferential analysis. Results: The results led to the extraction of 93 initial concepts in the open coding stage, 34 final concepts and 14 themes. Thus, the ethical marketing model of food products in the country's social networks was designed and the hypothetical relationships of the model in a large community were tested and confirmed. Conclusion: Today, the food industry in the world has grown a lot. Health in the food industry cannot be achieved except by relying on ethics and adhering to its principles for all levels of the enterprise from the factors of production to sales. According to the research results, among the businesses operating in this field, those who perform better and more ethically in applying new strategies in social networks will be in a better position in terms of achieving their goals

Today, digital marketing as an innovative path has brought more profit to jobs related to the sport industry. Digital marketing through social media, as part of modern marketing, develops elements of the marketing mix. In this regard, the purpose of this study was to identify the digital marketing drivers of sport products in the context of social networks in Iran. A total of 128 related components were collected using semi-structured interviews with 28 digital marketing experts in the field of sport who were selected by the snowball sampling method. With the formation of a group of experts, 26 components were identified as effective components and the input of the Delphi technique was presented in this research. After performing three stages of the Delphi technique, 15 factors were identified as key factors. Then, using MicMac software and a group of experts, eight key factors were more effective. They were introduced as the future drivers of digital marketing of sport products in the context of social networks, and this is not a reason for other factors to be insignificant. According to the research results, it is suggested that financial and legal support be provided at the macro level of management of indigenous digital marketing models of sport products designed based on novel technologies and the necessary infrastructure should be provided for the implementation and flourishing of creative content production in line with the country's culture.