The condition of the hotel's competitiveness is a strong brand. The introduction of digital marketing in the strategy of hotel branding creates new opportunities for hotels when interacting with guests through digital channels. The purpose of this study is to develop theoretical and practical measures to improve the effectiveness of marketing strategies in hotel branding using digital tools. To achieve the goal of the study was conducted research on targeted branding some of the largest hotel chains. The results of the analysis showed that in the process of branding at each stage the corresponding goals have achieved by means of advertising, marketing, public relations management, personnel selection, corporate culture. This study substantiates the main tools of the strategy of the Digital Marketing and Sales. The brands need to constantly monitor changes in market positions and audience sentiment using all the features and channels. The priorities should be implemented by performing key tasks, in particular such astimely measurements as far as brand experience has a positive effect on customer satisfaction and loyalty.

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.

Abstract The aim of this research is the digital branding model of healthy agricultural products. The research method is applicable in terms of its purpose, and exploratory in terms of its descriptive and analytical nature. The qualitative research method was carried out using the data-based method and Max QDA software, and the code collection tool was a semi-structured interview in the form of a purposive sampling method, and theoretical saturation was achieved with 13 experts in this field. Also, with 82 open coding, 22 central and selective categories, the model of digital branding of healthy agricultural products in Iran was designed. Digital branding of healthy agricultural products is centered around the creation of brand meaning and brand power, which initiates under influence of casual conditions, and makes sense with different strategy of digital brand creation and brand power, and strengthens the brand culture in the target community by compiling and implementing a combination of brand-aligned marketing and integrated communication marketing, and visualizes the identity and personality of the digital brand of healthy agricultural products in the mind of the customer. The strategy under the influence of intervening factors is trying to fulfill the demand for food safety and health, and gains fame by fulfilling the promise of the brand and delivering a healthy product at a reasonable price, and repeated purchase of agricultural products by loyal customers requires more production and causes employment and rural economic prosperity. Extended Abstract Introduction Agriculture has existed since ancient times, and continues to be a vital area of ​​human activity today (Bahcecik et al., 2019). It also is the only source of food, an important supplier of raw materials for industry, as well as a significant market for production (Adamov et al., 2016). Agricultural trade plays an important role in the implementation of national goals and strategic goals of the country. Effectiveness, efficiency of labor productivity and support of employment, small and medium businesses and support of individual entrepreneurship, international cooperation and export have been established due to agricultural businesses. This issue, which is one of the most important and promising parts of the domestic economy, provides not only the food security of the country but also the social welfare of the people. In addition, agriculture plays a major role in shaping the country's export capacity and import substitution program. In recent years, agricultural trade has been developed in most industries in raw materials and feed production.  This has been facilitated by sanctions and the growing demand for safe and quality food products (Butova et al., 2019). The country of Iran is proficient in the production of agricultural products, and produces all kinds of agricultural and garden products every year; all Iranian products have a high capacity to be branded due to Iran's special climatic conditions and the country's four season, but unfortunately, many products that are at a high level in terms of quality are bought in bulk and exported to other countries and sold under the brand of these companies; therefore, the lack of a suitable brand is one of the weaknesses of Iran's agriculture, which demands that this sector be given a proper arrangement. Producers of healthy agricultural products should understand the potential of the Internet as a branding tool in the agricultural sector because the Internet can be a powerful branding tool for healthy agricultural products beyond labels and brochures. The use of the main components of Internet marketing, such as e-mail, online stores, websites, social networks, viral marketing and content increases the contact points with actual and potential customers and shortens the distance between the product supply and the consumer market, and enables receiving feedback from the brand community. In this research, an attempt has been made to answer the question: what is the pattern of digital branding of healthy agricultural products in Iran? Theoretical Framework The pressure to compete with other brands and differentiate with others creates motivation and creates the need for branding. Today, due to factors such as the increase of actors entering a sector, the changing demand of buyers and the increasing expectations of export markets; small business units are forced to review traditional business practices. In a competitive situation, the success of a product largely depends on the perception of its target audience. Branding can be critical to a company's long-term success, especially for companies that operate in markets with many clusters of buyers and sellers and few differentiated products (Ghafourian Shagerdi et al., 2019). Sharma et al., (2023)  in examining the adoption of digital branding among specialty dining startups in a post-pandemic environment concluded that digital branding plays an important role as an independent branding strategy and increases the performance of specialty dining startups in the post-pandemic era. In addition, it highlighted the significant mediating effect of digital support and awareness on digital brand adoption intention. Amidabad et al., (2023) in an article titled Designing a digital marketing model in the brand of online business companies, using a qualitative mixed approach. In the qualitative part of the research, the researcher-made fuzzy Delphi questionnaire was used. The experts were selected through purposive and non-probability sampling, and in-depth and semi-structured interviews were conducted with them. In the quantitative part of the research, the fuzzy Delphi technique was used to screen the obtained indicators, then the interpretive structural modeling method was used to identify the causal relationships between the main research articles. Overall, the model obtained consists of 5 main categories, including digital marketing strategy, personalization, content marketing, interaction with consumers, and mixed digital marketing. Based on the results, it was shown that the digital marketing strategy is the most basic element of the model and is an external independent variable. This variable has an effect on content marketing, interaction with consumers, and mixed digital marketing. Marin & Nilă (2021) in a research titled Branding in the social network: the use of the LinkedIn network in personal brand communication, investigated the attitude of recruitment and human resources professionals towards the development of a personal brand in LinkedIn and the criteria used in the evaluation of a communication and marketing specialist. Quantitative research based on two questionnaires was used to understand the perceptions of the study participants. The results showed that social media networks are a useful tool for developing a personal brand, but communication and marketing professionals show moderate involvement. Similarly, recruitment professionals have high expectations while communication and marketing professionals use similar methods to present themselves. Shafiee et al., (2016) in a research entitled presenting a local branding model for online retail sales using the qualitative method of data-based theory, used theoretical sampling by using the qualitative method and conducting semi-structured interviews with knowledgeable people and experts in the field. After conducting interviews and collecting information, the codes obtained in different sections were analyzed, and after performing the three steps of open, central, and selective coding, the final model was obtained; which includes the sum of central categories, causal conditions, intervening conditions, strategies, and finally, the consequences and results of branding. The results of the research show that the authentic brand prevents the effort to recognize other competitors. online payment through secure banking intermediaries increases trust in the digital brand. Methodology This research is designed based on the approach of basic constructivist theory, which is suitable for understanding the complex, problematic, and relativist nature. Data was collected through semi-structured interview on a sample. Marketing managers and digital branding experts and consultants were purposefully selected based on theoretical sampling criteria. Theoretical sampling means that participants are selected based on emergent analysis; and the theory that is created from the data is subsequently modified from the data obtained from subsequent participants. A total of 13 experts have been interviewed, and theoretical saturation was achieved with this number. Max QDA version 2020 software was used for qualitative analysis and coding of semi-structured interview data. Discussion and Results In this research, for the analysis of indicators and findings in the qualitative part, the data-based theory including three stages of coding was used. In the first stage, primary codes and concepts were extracted using the key points of the interviews. Then 22 main categories and 82 subcategories were extracted. The indicators were analyzed in 3 stages of open, axial, and selective coding. Max QDA 2020 software was used for data analysis, and a total of 113 codes were extracted from 13 interviews in the form of 22 main categories and 82 subcategories. According to the indicators obtained in the research process and the analyzes performed on them, the final model was obtained using the coding method. Conclusion Digital branding of healthy agricultural products is centered around the creation of brand meaning and brand power, which initiates under influence of casual conditions, and makes sense with different strategy of digital brand creation and brand power, and strengthens the brand culture in the target community and visualizes the identity and personality of the digital brand of healthy agricultural products in the mind of the customer. The strategy under the influence of intervening factors is trying to fulfill the demand for food safety and health, and gains fame by fulfilling the promise of the brand and delivering a healthy product at a reasonable price, and repeated purchase of agricultural products by loyal customers requires more production and causes employment and rural economic prosperity.

Objective: Digital entrepreneurship is nowadays considered as one of the effective tools in the development and progress of cities. The use of digital tools in the city branding process can lead to increased access, interaction, and participation of citizens and tourists, which in turn will contribute to the promotion of the city's brand and the attraction of investment and tourism development. In this regard, digital entrepreneurs, using digital technologies, create innovative and technology-based businesses, and with multiple skills, offer customer-centric products and services in online environments, and develop flexible business models. The presence and activity of these entrepreneurs in a city can help increase the city's reputation and strengthen its brand. This is achieved through attracting investment, creating job opportunities, and enhancing the city's innovative outlook. Therefore, the purpose of this research is to design a model for city branding based on digital entrepreneurship, which can be used as a framework for the development and improvement of the city's brand using the capacities of digital entrepreneurship. Method: In this research, a mixed approach was used to collect and analyze the data. In the qualitative part, 23 experts were interviewed until theoretical saturation was reached, and in the quantitative part,  240 participants were selected using a simple random sampling method with the Cochran formula. After collecting the interview data, the content analysis method was used to uncover the hidden content of the interviews, and the coding process was carried out using the Atlas.ti software, leading to the formation of the conceptual model of the research. Then, in the quantitative part, the relationships between the model constructs were analyzed and evaluated using the data obtained from the closed-ended questionnaire, the structural equation modeling method, and the SmartPLS software. Findings: City branding factors (including infrastructure, branding strategies, competitiveness, and place marketing) with a coefficient of 0.387, and digital entrepreneurship factors (including infrastructure, intra-organizational factors, and extra-organizational factors) with a coefficient of 0.238, have a direct and significant effect on city branding. It was also found that the intra-organizational factors dimension with a standardized regression coefficient of 0.744 has the greatest impact on digital entrepreneurship factors, and the extra-organizational factors and infrastructure dimensions, with standardized regression coefficients of 0.395 and 0.249, respectively, are in the next priorities. Conclusion: Based on the research results, attention to factors related to creating an innovative and dynamic environment for startups, attracting investment and talents, and increasing employment in the field of digital entrepreneurship can lead to economic growth and improving the city's position at the national and international levels. Also, simultaneous attention to city branding and digital entrepreneurship and strengthening the interaction between these two areas can play an important role in improving the position of cities, attracting investment and creative talents, creating jobs and businesses, and ultimately, sustainable urban development.

Consumers have the ability to influence brands through social networking sites, enabling consumers to actively create content on these social networking sites in relation to their companies. The purpose of this study is to investigate the effective factors of brand creation that include: participatory motivations of social networking sites, consumer participation, trust, brand loyalty and loyalty in social media brand communities among students of Azad University and Dezfol. This study is practical in view of purpose and according to Collection data method is descriptive survey. The statistical population of this study include students of Azad University in Dezfol. The Sample size according to Cochran formula is obtained 384 with available sampling method. The validity was confirmed by expert and reliability is confirmed with Cronbach Alpha. In order to analyze data is used SPSS and Amos software. The result show that the Motivations for social networking sites participation positively influence consumer participation and this in turn has significant effects on brand trust and brand loyalty. As a result, both brand trust and brand loyalty have a positive effect on branding co-creation. In addition, brand trust as a mediating variable between customer participation and brand loyalty.

the Internet development has changed the market from traditional view to the platform’s based. The aim of the present study is to achieve the effect of customer loyalty on the digital market with the mediating role of digital branding (the case study of Snova dealership in Isfahan). The statistical population of this research is all the customers of Snowa agency. Cochran's formula was used to determine the sample size, and 384 people were obtained at the 5% error level. A non-probability sampling method is available. The current research is applied in terms of purpose and descriptive-survey in terms of data collection method. The data collection tool is a standard questionnaire. The validity of the questionnaire was confirmed using content validity, convergent validity and divergent validity, and its reliability was confirmed through Cronbach's alpha coefficient. Structural equation model was used to test the hypotheses using Smart PLS software. The research results show that loyalty on online sales, loyalty on digital branding has a significant effect on online sales.

Introduction: Long-term clinical evaluation of dental implants and their surrounding structures is of utmost importance to acquire knowledge about reasons for implant success and failure.However, accurate and reproducible results are difficult to obtain. The aim of the present study was to examine bone height around endosseous implants on digital conventional radiographs (DCR) and direct digital subtraction images (DSI) prior to loading.Materials and methods: In this experimental study, bone height around 10 implants in 6 patients was assessed by 2 observers. Standardized digital radiographs were obtained just a week and 3 months postoperatively and subtracted by means of EMAGO software. Then the observers evaluated bone height on DCRs and DSIs. MINITAB software and paired t-test were used for statistical analysis (a=0.05).Results: Comparative evaluation of bone height indicated significantly higher values on DCR than on DSI (p value=0.002). The observers also had statistically significant variability in this assessment (p value=0.00003).Conclusion: DSI demonstrated lower values of linear measurement of bone height around endosseous implants compared with DCR. Interobserver variability should be considered when comparing values from follow-up studies.

Introduction In today’, s world, branding is one of the key factors in the success of marketing and exporting products and services. The market is not an arena for product competition but for commercial brands to compete [1]. Meanwhile, some brands show the identity of a city [2]. Over the past hundred years, cities have absorbed a large percentage of the world’, s population. The United Nations estimates that by 2030, more than 60% of the world’, s population will live in cities, growing at a rate of about 55 million people per year [3]. On the other hand, branding has been paid more attention in the service industry today than in the past [4]. Urban branding is a new concept and is introduced as a process that defines the unique physical characteristics of the city and captures the essence of the place [5]. One of the new approaches to the sustainable development of cities is their branding. City branding is fast becoming a popular public policy tool for governments, as it relates to city image, as well as achieving a variety of urban development goals [6]. Urban branding has become one of the primary policies for achieving sustainability in many countries. In this way, many strategies can be used to create city and place branding [7]. In addition, urban branding is not only limited to promoting a positive image of the city, but with further expansion, it can turn it into an urban experience [5]. That rapid development has led to the creation of new standards in market demand. This process of change and growth in demand has profoundly changed the competitive environment and traditional business strategies, models, and processes. Digital technologies have a significant impact on the way to imagine the city and create new businesses in it [8]. Although digitalization is not limited to new developments in entrepreneurship, business models are facing a major shift toward digital environments. In addition to new businesses launched from the opportunities created by digitization, branches, and existing businesses change from offline businesses to online businesses and create “, digital entrepreneurship”,as a new form of entrepreneurial activities [9]. Therefore, the need for more sustainable business development [11], growing demands for high-quality service businesses [12, 13], and increased competition in markets have helped foster new forms of digital entrepreneurship in creative industries in cities [14]. The rapid and recent development of technology [14] has caused entrepreneurs to innovate in digital entrepreneurship by focusing on new business opportunities [15] and with the development of digital entrepreneurship in creative industries, it is now considered a key motivator of economic growth and attracts more innovative entrepreneurs [13]. As can be seen, urban branding based on digital entrepreneurship in creative industries has not been given the attention it should and the need to study and design a model for planning and development in this regard is quite evident. Considering all the mentioned issues, the purpose of this research is to design and present the mentioned model. Materials and Methods In terms of philosophy, the current research has an interpretive paradigm. In terms of purpose, it is developmental-applied and in terms of method,it is in the category of descriptive research. The current research has investigated the city of Tehran using the case study strategy, in which the qualitative content analysis approach has been used to collect data. To collect data, a qualitative content analysis approach has been used. The tool used is a semi-structured questionnaire, which was distributed among 23 experts, including creative industry businesses and digital entrepreneurs in this field (professors and managers of cultural industries), as well as managers of Tehran Municipality. The chain reference technique (snowball) sampling plan has been used in this research. In this way, reaching theoretical saturation, 23 people were interviewed. The three-step coding method (open coding, central coding, and selective coding) was used to code the data obtained from the interviews. The reliability coefficient was also equal to 0. 823 Findings The first part of the analysis is the open coding stage, which is specifically related to naming and categorizing the phenomenon through a detailed examination of the data. In other words, in this type of coding, the concepts in the interviews and documents are classified based on their relationship with similar topics. In this way, the primary codes are extracted in this section. The codes obtained in this step include 172 codes. In the second stage, axial coding is done, the purpose of which is to create a relationship between the generated categories (in the open coding stage). And finally, selective coding based on the results of open coding and axial coding is the main stage of theorizing. In this way, it systematically relates the central category to other categories and presents those relationships in the framework of a narrative, and corrects the categories that need further improvement and development. According to the results obtained in the two stages of axial and selective coding, there are 52 axial codes in ten sub-categories. The final result of this research is to design a model in three main categories: urban branding factors (including infrastructure, branding strategies, competitiveness, and location marketing), digital entrepreneurship factors (including infrastructure, internal and external factors), and creative industries factors (including ecosystem, knowledge and creativity and innovation). Conclusion The results of the current research showed that there is a subset of influential factors in each variable. Attention and application of these factors in economic and development planning can be like a stepping stone for the future branding of Tehran and, of course, other cities of the country. Therefore, according to the mentioned gap, designing a model for urban branding based on digital entrepreneurship in creative industries, the purpose of this research is stated. City branding, which itself refers to the movement of capital to the city, can be strengthened in the context of digital entrepreneurship and lead to urban growth and development with creativity and innovation in creative industries and attract more financial and human capital. The category of infrastructure in urban branding factors refers to the importance of the role of laws in creating an emotional image. Laws can limit some ads that harm the created image from an emotional point of view. On the other hand, basic comfort and entertainment facilities, services and hotels suitable for tourists, and urban infrastructure such as public transportation, etc., strongly influence the city’, s image in the minds of tourists. In the category of branding strategies, the image of a city can also lead to word-of-mouth advertising by tourists who have visited the destination city. On the other hand, by attracting famous and well-known brands in various industries, especially creative industries, the city’, s brand can be strengthened and developed. These brands themselves provide extensive advertising for the city and bear its cost. With the presence of these brands in every city, the city’, s brand will be strengthened unconsciously. In the factors of digital entrepreneurship in the category of infrastructure, the importance of basic digital services that make up the modern urban foundation, as well as the role of cultural centers and dependencies, have been expressed. Cultural centers create a cultural infrastructure, as a result of which demanding citizens and responsible managers strengthen the city’, s brand. On the other hand, paying attention to internal organizational factors in digital entrepreneurship can attract capital from outside the cities toward the destination city. This is important not only for material capital but also for knowledge capital and human resources. Also, external organizational factors can help the development of the city brand through entrepreneurial support industries from the digital entrepreneurship sector. In this category, the dynamic economy, the diversity of businesses, and the presence of international businesses are all signs of attention to business and entrepreneurship, especially in the digital sector, and the impact these businesses can have on the development of the city’, s brand. The factor of creativity and innovation in the factors of creative industries refers to various ideas that, if invested in, can effectively transform Tehran into one of the most successful megacities in the world. One of these factors is the Iranian Silicon Valley. The existence of the Iranian Silicon Valley can provide conditions for the further development of this city.

The purpose of this study was to identify how the personal branding marathon with the participation of the ethics monitoring committee affects the teacher's self-branding in digital environment settings,If the importance of ethics in communication is more important. Quantitative and qualitative methods such as in-depth semi-structured interview, self-evaluation checklist and expert evaluation checklist have been used in this research. Marathon facilitated a community of people with similar needs and environment, and with the help of professionals to put teachers in a "point of no return" situation. If the ethics of communication is of high importance, the marathon with the participation of the ethics monitoring committee has a positive effect on the personal branding of the teacher in the digital environment settings. This intervention increased teachers' awareness of selfbranding, promoted self-branding tools and strategies, and especially improved their communication and communication ethics. Teachers individually had more professional points, efficiency and selfconfidence. This intervention was found to help teachers build a strong business brand on the Internet and in the workplace. They also morally improved their communication skills,Because the participants were assisted by a communication specialist.