درخت حوزه‌های تخصصی

The purpose of this study is to design and explain the model of online advertising with an image-based marketing approach. In this regard, while reviewing the concepts of online advertising, image-based marketing (GIF marketing) and tourism using confirmatory factor analysis and structural equation modeling, we designed and explained the online advertising model with the gif marketing approach in oil and gas’s Industrial tourism hubs of Iran. The research strategy includes a combined qualitative study of content analysis, granded theory and delphi analysis and quantitative study in survey. The study population in the qualitative part includes experts in the field of advertising focusing on the tourism industry and in the quantitative part all tourists are in the oil and gas’s Industrial tourism hubs of Iran. Normal test and confirmatory factor analysis and structural equation modeling test were used to confirm the components and model. The results showed that the components (causal factors, contexts and outputs) of online advertising model with GIF marketing approach in oil and gas’s Industrial tourism hubs are in order of priority. In order to conduct open interviews and coding, 62 indicators were finally extracted. The results of model validation and model overall fit index (GOF), which has a value of 0.794, showed that the overall fit of the model is desirable and as a result, the overall model is valid and approved. Also, in Q2 index, positive numbers showed more than 0.35, which showed the high predictive power of the model.

To be in line with the new environmental paradigms, the present study aims to design an Eco-friendly marketing pattern in Iran’s oil industry. The methodology is a sequential exploratory one. In the qualitative section, grounded theory is used. The creative data were gathered through a theoretical sampling of in-depth, semi-structured interviews of 15 experts from the oil industry. The initial model of the research was achieved with 19 (major) factors which were divided into 6 aspects according to the experts’ views: causal circumstances, the major factor, background circumstances, interventions, strategies and consequences. Next, in the quantitative section, the validity of the research was investigated through a surveying method and the questionnaire tool. The statistical population includes a limited number of managers and experts from the oil industry in research and planning fields, counting up to 170 people from whom 118 were selected through random sampling. After evaluating the reliability of the questionnaire, the questions themselves were validated and their number was narrowed down. Carrying out an explanatory factor analysis, the components were reduced to 14 and the dimensions to 5. The relationship between the dimensions was assessed through the correlation test and then the final pattern was designed. Eventually, the theory of the study was developed under the supervision of experts. The significant results of this study were finding the interventions, including productivity, governmental support, social institutions, and sustainable development along with the strategies, including reviewing the energy section structure, improving the managers’ perspectives and developing the green investments.