The challenge of allocating marketing budgets across multiple Online channels is a significant issue for practitioners and continues to be a compelling area of research within the academic community. Many practitioners attribute credit to touchpoints in analyzing Online users’ journeys based on intuition or by comparing existing models. touchpoints are the interaction moments between companies and customers. Marketers monitor all data related to touchpoints throughout the customer journey and attempt to assess the impact of each advertising channel. Understanding each touchpoint is crucial for making decisions about budget allocations and setting inventory prices. Numerous studies have been conducted to categorize and analyze touchpoints. However, a detailed and comprehensive study on this topic is lacking. In this study, nine semi-structured interviews were conducted with experts and academics in the field, leading to the identification of 35 distinct touchpoint features. The features were extracted using MAXQDA software and a thematic analysis methodology. These features have been organized into five main categories: Time (9 features), Technology (6 features), Marketing (7 features), Visits (7 features), and Events (6 features). Utilizing these features allows for detailed monitoring of Online user behavior, and by integrating them into attribution models, it becomes possible to make accurate predictions about conversions.

Effectively designing and managing tourist experiences requires a comprehensive understanding of touchpoints throughout the customer journey. In the pre-travel stage, these touchpoints play a critical role in shaping tourists' destination choices, making them particularly important from a marketing and advertising perspective. This study aimed to identify the various types of touchpoints present during the pre-travel stage and provide a diagnostic analysis of these interactions. To achieve this, in-depth interviews were conducted with inbound tourists to the country and the resulting data were analyzed using thematic analysis. A total of 45 sub-themes were identified and subsequently categorized into 7 main themes. The findings revealed that touchpoints experienced by inbound tourists could be classified based on 2 key criteria: control and nature. touchpoints directly controlled by the destination brand and its partners were limited, demonstrating a weak Online and offline presence. In contrast, social touchpoints significantly influenced the decision-making processes of potential tourists considering travel to Iran. Both mass media warnings about travel to Iran and social media recommendations from experienced travelers had a considerable impact on travel decisions. Furthermore, regarding the nature of touchpoints, there was a notable demand for physical and human interactions, with direct engagement with Iranian individuals serving as a positive catalyst for encouraging tourism. These findings provide valuable insights for researchers and destination managers in designing optimized customer journeys and creating memorable tourist experiences. IntroductionIn today's world, customers seek more than mere functionality from products and services; they desire emotional and memorable experiences. This is especially true in the tourism industry, where the essence of the offering is the "experience" itself. Designing these experiences is complex, particularly when considering the myriad tourist touchpoints during the pre-travel phase. touchpoints encompass all interactions between customers and service providers throughout the customer journey, including the pre-purchase, purchase, and post-purchase stages. The pre-travel phase is critical in shaping tourists' perceptions and decisions as it is during this time that they first learn about a destination and begin gathering information. These interactions—through media, advertisements, and digital content—can significantly influence tourist intentions. Effectively managing touchpoints is essential for creating a positive tourist experience; however, the unpredictable nature of many touchpoints complicates this process. Various frameworks classify touchpoints by stage, nature (digital, human, physical), and control. In countries like Iran, rich in historical and cultural assets, managing pre-travel touchpoints becomes particularly crucial. This study aimed to develop a typology of pre-travel touchpoints, focusing on the interactions of foreign tourists, who had visited Iran. It sought to highlight the strengths, weaknesses, and gaps in tourism marketing efforts. Materials & MethodsThis study employed in-depth interviews as a qualitative research method to gather data, allowing researchers to capture the voices of tourists directly. Participants were selected through purposive and snowball sampling to ensure a diverse range of perspectives. Initially, individuals with sufficient English language skills were invited to participate and the interviews were conducted via Online platforms. These interviews took place in 2022 in English and were subsequently translated into Persian. Each interview typically lasted between 45 to 60 min, during which participants shared their experiences from the pre-travel stage. A total of 19 interviews were conducted, comprising 10 men and 9 women. Data analysis followed Braun and Clarke's 6-phase approach: familiarizing with the data, generating initial codes, searching for themes, reviewing themes, defining and naming themes, and producing the final report. The aim of this process was to extract and analyze the main and sub-themes related to the tourists' experiences with the findings contextualized within the existing literature. Research FindingsAfter reviewing the interviews, codes were extracted and categorized, leading to the identification of sub-themes that illuminated the touchpoints experienced by tourists. A total of 45 sub-themes were classified into 7 main themes: destination brand-controlled touchpoints, partner-controlled touchpoints, customer-controlled touchpoints, external/socially controlled touchpoints, human touchpoints, digital touchpoints, and physical touchpoints. This study categorized the touchpoints for incoming tourists to Iran based on control, nature, and stage, highlighting both prominent and overlooked interactions in the pre-trip phase. In the control category, destination brand-controlled touchpoints included official tourism websites, embassies, and staff behavior. Partner-controlled touchpoints encompassed information from Online travel agencies, social media content, and customer reviews. Customer-controlled touchpoints involved activities, such as searching on Google, contacting travel agencies, reviewing social media, consulting with travelers or friends, watching YouTube videos, reading guidebooks, and checking news or media coverage. External/socially controlled touchpoints included negative media reports, family warnings, travel advisories, and negative perception of Iran, alongside positive content from travel influencers, educational videos on YouTube, and tourist reviews. Human touchpoints involved interactions with Iranians, embassy staff, and travel agency employees. Digital touchpoints comprised social media, emails, review sites, YouTube, and websites like Wikipedia. Lastly, physical touchpoints included Iranian restaurants, educational materials abroad, travel guidebooks, and embassy environments. Discussion of Results & ConclusionThe findings indicated that destination brand-controlled touchpoints were limited with many potential promotional materials—such as billboards, films, and social media ads—not recalled by participants. Therefore, it is essential to capitalize on these opportunities to attract foreign tourists. Additionally, touchpoints provided by both government and private organizations can play a crucial role in informing tourists about safety and legal matters. Successful platforms in other countries have effectively addressed tourists' questions, enhancing their travel experiences. Online Travel Agencies (OTAs) have demonstrated that direct communication with tourists enhances awareness, facilitates interaction, and enables personalized services. The embassies and consulates of Iran also play a vital role by offering brochures and educational materials to inform potential visitors. Participating in international events, such as exhibitions and festivals, provides opportunities for direct interaction, helping to showcase Iran’s culture and attractions. Social media platforms serve as critical pre-travel touchpoints, allowing tourists to consult others and gather information. They also enable tourism companies to communicate directly with customers, aiding in decision-making. Experiences shared by past tourists on platforms like Instagram and Facebook can significantly influence prospective travelers. Finally, a major challenge beyond the brand's control is the negative image perpetuated by media coverage and travel warnings, which often portray Iran as unsafe. Overcoming these negative perceptions through targeted marketing and diplomatic efforts could help attract more tourists.

Nowadays, customer behavior has become highly complex. A stronger understanding of customer experience requires the explanation and analysis of the dimensions, components, and indicators of the customer journey model based on touchpoints. With this perspective, the overall aim of this study is to present customer experience-based touchpoints in the packaged food industry using the meta-synthesis method. The scientific research articles reviewed were published over a ten-year period from 2013 to 2023 in reputable academic databases such as Google Scholar, Elsevier, Emerald, Sage Journals, Taylor & Francis, and Springer, as well as local databases such as the Comprehensive Portal of Humanities, Scientific Information Database of Jahad-e-Daneshgahi, Ganj, and Iran's Scientific Information Database. After reviewing various articles, 15 relevant studies were selected and analyzed using the meta-synthesis method. The results indicate that the most significant touchpoints on the customer journey map in the food industry are virtual networks and the internet. These are followed by advertising, stores, products, promotion programs, and customers. In the virtual networks category, the most crucial touchpoint is social media,in advertising, it is word-of-mouth marketing,in stores, it is the physical environment,in products, it is packaging,in promotional programs, it is customer loyalty cards,and in the customer segment, it is other customers’ views/satisfaction that are recognized as the most important touchpoints.

In recent years, the increase in touchpoints in various Online and offline channels and the increase in the desire of people, especially young people, to check clothes in several channels have made the control and management of the shopping journey complicated for clothing businesses. Therefore, the purpose of this research is to provide a framework of touchpoints in the shopping journey of multichannel clothing for women in their 70s. Methodology: The current research is applied and developmental in terms of purpose and descriptive and qualitative in terms of the nature and method of data collection. The community of participants of this research is made up of women in their seventies who have experience shopping from multichannel clothing stores, which was selected using a targeted method and a bullet-point method and was saturated with exploratory interviews with 20 people. In this research, quantitative data analysis method was used for data coding and analysis. Findings: After analyzing and coding the data, finally 37 touchpoints were identified and labeled in ten subcategories and five main categories.Conclusion:The results of the research showed that women in the 70s are faced with many touchpoints at different stages of their shopping journey in Online and offline channels, and the details of these touchpoints at each stage of the customer journey are described in this framework. Instagram posts and recommendations, the way of interacting with physical and the virtual store admin, the interior environment and the shop window were identified as the most important touch points

ObjectiveThe notions of customer journey and touchpoints are now fundamental in the realm of marketing, especially in the context of customer experience. The customer journey is comprised of three stages: pre-purchase, during purchase, and post-purchase, with numerous touchpoints where multiple stakeholders may shape the customer experience at each stage. Within the tourism industry, analyzing and identifying the touchpoints of tourists throughout their customer journey can aid destination managers and businesses in developing a meaningful and enduring experience for tourists. The 5A model provides an analytical framework to examine the customer experience during the customer journey, encompassing the steps of Awareness, Appeal, Ask, Act, and Advocacy. Thus, the purpose of this study is to utilize the 5A model to identify and investigate key touchpoints of tourists visiting Iran. MethodologyThe study employed an abductive research method, utilizing convenient and snowball sampling methods to select foreign tourists who have visited Iran in the last four years as participants. Data was collected through in-depth interviews, allowing participants to share their experiences, which were then subjected to thematic analysis. This involved repeated examination of the interviews, coding similar statements, and categorizing them into sub-themes, which ultimately yielded 23 themes that were further grouped into five overarching themes: awareness, appeal, ask, act, and advocacy. FindingsThe research revealed a total of 23 sub-themes, which were grouped into five distinct stages. These stages include the Awareness stage, which involves communication networks with Iranians, positive recommendations from friends and other tourists, literary sources, news media, and personal nostalgia. In the Appeal stage, factors such as being unknown compared to other countries of the world, the direct experience of history, the attractiveness of communication with the people, the food and customs of Iran, and the affordability of traveling to Iran come into play. The Ask stage incorporates experiences of experienced friends, tourist information on social media, international sites and books, and contact with travel agencies and Iranian-generated content on social media. Moving on to the Act stage involves the desire for immediate and individual experience, living an Iranian life, and discovering cultural and historical beauties. Finally, in the Advocacy stage, aspects like recommendation, defending against negative comments, willingness to revisit, bringing others in next travels, content creation on social media, and caring about Iran news play a role. ConclusionDuring all phases of a customer's journey, with particular emphasis on the Awareness and Ask stages, it is imperative to engage in advertising, content creation, and social media presence. The effectiveness of these efforts has a significant influence on tourists' cognizance and consequential decision-making concerning their destination selection. Furthermore, the results indicate that despite the use of technology and innovative service delivery practices, it is crucial to preserve authenticity and prioritize distinctive attractions and authentic experiences. Additionally, brand advocates active on social media platforms play a critical role in influencing potential tourists' decisions to travel to Iran by sharing their experiences and reacting to negative reviews.

Objective Influence dimensions of service quality in Online stores (website design, reliability, trust, personalization, responsiveness) on the overall service quality, customer satisfaction and customer’s perception which lead to purchase intentions, was reviewed.Methodology descriptive (type of survey) study, society is people who have experienced Online shopping. Sampling method was simple random sample, and sample volume was 385 person. Data collection tool was a questionnaire, and Cronbach’s alpha coefficient and Lisrel software is used For analyzing.Research results website design and Personalization in Online store, have not influence on purchase intention. Trust, reliability, and responsiveness in an Online store positively influences purchase intentions.Research Limitations non- cooperation some Online shops for insert questionnaire in their stores, and Not commonly Online shopping among people.Managerial Implications Managers of Online stores to set up an Online shop mostly focused to put customer’s confidence. Recommended to administrators of Online stores is more attention on the security of their ownsaleswebsite.Originality/Value All stages of the research on the web and have been done Online form.

Purpose: The purpose of this research was to identify the touchpoints in the customer journey map of electronic bookshops.Methodology: This study was an “applied research” and was conducted by analytical-survey method, the statistical population of this research were those who had the experience of purchasing a few books from Online bookstores and was included 670 people. The documentary research method (library research method) and a survey questionnaire based was used to collect the data. Finally, using the SPSS software, data were analyzed. Calculation of descriptive statistics indices and reliability were performed by the SPSS software, and also Kolmogorov-Smirnov test, binomial distribution test and Kruskal-Wallis test, and Mann-Whitney test were conducted by the SPSS software.Findings: The extracted touchpoints were evaluated in three dimensions. Finally, 41 touchpoints were divided into three stages: pre-purchase, purchase, and post-purchase. According to the research results, only 10 of these 41 touchpoints were more important from the customers' point of view, which include the following items: 1. touchpoints in the pre-purchase stage include: virtual advertising, high ranking in search engines, reading of comments and ratings of previous customers of the store, popularity and commercial reputation of the store, design of the store website and instructions for using the store website; 2. touchpoints in the purchase stage include: interaction with the support unit of the store, and cash on delivery; and 3. touchpoints in post-purchase stage include: store notification for new products and after-sales service.

Introduction: The increasing need for organ transplantation has become a global challenge. A major obstacle to organ donation is the requirement for family consent, which is mandatory in more than 50 countries, including Iran. Changing family attitudes plays a crucial role in increasing organ donation rates. This study aimed to identify factors and effective touchpoints influencing family behavior in order to design social marketing interventions. Methods: This scoping review investigated the role of the family in the organ donation process. A comprehensive search was conducted across major databases including PubMed, Scopus, Web of Science, ProQuest, Emerald, and SID, covering the period from 2020 to 2024. A total of 69 relevant studies were identified and included in the analysis. The collected data were analyzed using thematic analysis with Excel and MAXQDA software to identify key points of contact and influential factors in this domain. Results: A thorough review of 69 relevant articles identified three key areas: social, cultural, and psychological factors with six components,factors influencing family decision-making in organ donation with three components,and factors affecting effective family communication with four components. Conclusion: Applying social marketing principles, with a focus on family needs and values, can enhance awareness and participation in organ donation. Despite identifying successful factors, a combined examination of these factors has been rarely conducted, representing a gap in the literature. It is suggested that long-term strategies be formulated and their effects monitored to improve family behavior.