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Purpose : The growth and development of social media have played a significant role in shaping and transforming brand strategies. This paper aims to evaluate the antecedents and consequences of brand-related content usage on social media and examine their impact on consumer behavior, brand equity, and purchase intentions. Method : To analyze and test the factors influencing user interactions with brands on social media, a structural model was designed. The study's statistical population comprised active social media users. Data were collected through a two-part questionnaire; the first part gathered demographic information of respondents, and the second part included 30 questions assessing the constructs of the conceptual model. All items for these constructs were adapted from previous research. In total, 223 usable questionnaires were obtained. Findings : Results indicated that factors such as information, Remuneration, and self-expression positively influence user interactions with brand content, while factors like entertainment and social interaction did not show significant effects. Additionally, Using Brand Related Content on Social Media significantly influenced brand equity and purchase intentions. Conclusion : This research demonstrates that brands should focus on providing reliable information, creating appealing incentives, and offering opportunities for user self-expression to enhance customer loyalty and maximize the visibility of brand content. Furthermore, leveraging authentic content and optimized interactive strategies can play a crucial role in boosting brand impact and enhancing brand equity.
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Purpose : The present study aimed to identify and analyze the determinants underlying Iran’s accession to international copyright treaties. Method : To achieve this objective, a combined exploratory and integrative methodology was utilized, integrating meta-synthesis (Sandelowski & Barroso’s model) using the Delphi technique. During the meta-synthesis phase, 51 studies were selected. Findings were obtained through open coding, organized into concepts, and arranged into thematic categories. A two-round Delphi process involving 23 experts—including publishers, copyright professionals, software and game developers, web developers, and artists—was conducted to validate the results. The data were analyzed using the mean, standard deviation, and coefficient of variation. Findings : The meta-synthesis revealed 114 concepts, divided into 34 categories across four domains: economic, cultural, political, and legal. In the initial Delphi round, the majority of the categories were deemed to be highly significant, whereas “Religious issues”, “Shortcomings of the Berne Convention,” and “legal/structural challenges” garnered lower consensus. In the subsequent round, expert agreement increased, with “Preparation of legal infrastructure,” “Preparation of managerial infrastructure,” and “Establishment of collective management organizations” identified as the most crucial. The category “limitations of the Berne Convention” was omitted due to a mean score falling below 4. Conclusion : In summary, 42 out of 43 categories (approximately 98%) attained mean scores of 4 or above, indicating a strong consensus among experts. The establishment of robust legal and managerial infrastructures was highlighted as the most essential factor. These findings provide both theoretical perspectives and practical recommendations for policymakers regarding the development and execution of effective copyright policies.
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Purpose : This study presents a user interface model for library websites tailored to visually impaired (VI) users, leveraging the potential of artificial intelligence (AI). Method : Through exploratory observation of 33 visually impaired users performing three real tasks on library websites, key factors affecting usability were identified. Data collection involved formal usability testing combined with the think-aloud protocol. The interfaces of four prominent Iranian library websites were analyzed. Content analysis supported by MAXQDA software was used to interpret the data, and Cohen’s kappa coefficient was employed to measure inter-coder reliability. Findings : The main findings of this study revealed that a logical webpage structure and clear descriptive headings have the most significant impact on usability. Additionally, inconsistent labeling, search and results presentation complexity, lack of interface customization options, and technical challenges were identified as major accessibility barriers for visually impaired users. AI-based solutions such as automatic error correction, intelligent voice assistants, AI-powered question answering, result clustering, smart filtering, text and image processing, summarization, and interface personalization were proposed to enhance the user experience. Overall, by integrating user feedback and cutting-edge AI technologies, libraries can create more inclusive digital environments that cater effectively to the needs of visually impaired patrons, setting a precedent for future developments in accessible information retrieval systems. Conclusion : Improving library website usability for visually impaired users requires a nuanced understanding of their specific needs. This research contributes by identifying underexplored AI-based strategies that can significantly enhance accessibility and user satisfaction. Future studies should assess the long-term effectiveness of these approaches and explore additional enhancements.
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Purpose : As competition increases in today's world, companies must strive to establish a strong brand name both in the market and in the minds of consumers. This study investigates the impact of social media advertising on the competitive position of the Daewoo brand. Given that Daewoo has received permission to assemble and service its brand in Iran, and considering that popular companies such as Samsung and LG have exited the market, Iranian consumers can benefit from the high quality of this company's products, which will also create jobs for local workers and specialists. More effective advertising of this brand's products is will results in increased sales and contribute to the country's progress. Method : This research is applied in purpose, descriptive-survey in nature, quantitative in data type and field and library in method. The standard questionnaire is derived from the research article by Ashraf et al. 2019, achieving a Cronbach's alpha above 0.7. The statistical population is limited to Daewoo consumers who are active on Instagram, Daewoo website, and those who visit Daewoo dealerships in Iran. Given the large population size, a sample of 384 respondents was selected using Cochran’s formula. Data analysis was conducted using SPSS 26 software. Findings : The results showed that manufacturers of Daewoo products should prioritize loyalty and trust alongside customer satisfaction by fostering a long-term, mutually beneficial relationship, and that advertising on social networks significantly impacts the competitive position of the company's product brand. Conclusion : This research will be valuable for marketers and domestic sellers Daewoo products. It is also suggested that the company strengthen trust among customers through advertising on social networks.
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Purpose : This research aims to develop an advertising policy model in digital marketing based on eye tracking. Method : The research method is qualitative and based on grounded theory. Semi-structured interviews were used to collect information, and data analysis was performed using the Strauss and Corbin method and the paradigm model. Sampling was theoretical sampling using targeted (judgmental) techniques, based on which 15 interviews were conducted with managers and marketing and advertising experts. Findings : The findings of the research show that during the process of open, central and selective coding, the advertising policy model based on the use of eye tracking consists of Causal categories that include Advertising content, Quality of environmental advertising and Promotional features; contextual categories consist of advertising slogans, billboard elements, analysis of customer eye movements; intervening categories consist of online advertising, advertising costs, advertising through media and mass communication; Central categories that consist of environmental advertising status, development of advertising influence, effective advertising on customers' intentions; category of strategies includes advertising message attractions, evaluation of target environmental advertising selection process, advertising based on customers' taste; consequence category includes competitive advantage, currency innovation, Promotion of strategic marketing decisions. Conclusion : The study concludes that the eye tracking-based advertising policy model provides a comprehensive framework for enhancing advertising strategies. The model emphasizes the importance of considering various factors such as advertising content, consumer behavior, and contextual elements in developing effective advertising campaigns. The research highlights the potential of eye tracking in optimizing advertisements and gaining a competitive edge in the market. From a managerial perspective, the model offers actionable insights for marketers to improve customer engagement and increase advertising effectiveness by leveraging eye tracking data. It also suggests that advertisements should be tailored to consumer preferences and the context in which they are viewed. The study advocates for further research in this area to broaden the application of eye tracking technology in other marketing domains and service sectors. From an academic standpoint, this research contributes to the limited body of knowledge regarding environmental advertising and the use of eye tracking in marketing. It provides a foundation for future studies to explore the relationship between visual marketing and consumer behavior, offering insights that could foster innovative advertising strategies in the digital marketing field.
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Purpose : The purpose of this paper was to critically analyze the textbook "Management of Digital Libraries: A Practical Guide" written by Mitra Samiei (2023) from Chapar Publications and evaluate it based on the standards and criteria of university textbooks. Method : This was an applied research study in terms of purpose and mixed-method in terms of approach, which used critical qualitative analysis and descriptive survey. A checklist was employed for qualitative evaluation of the content and formal structures of the textbook on a 5-point Likert scale. Findings : According to the analysis results, the textbook scored 54/70 (72%) for formal criteria, which was acceptable. In contrast, it scored 40/70 (53.33%) and 47/70 (67.14%) for structural and writing criteria, respectively, which were unacceptable. It scored 66/95 (69.47%, almost 70%) for content criteria. In general, the textbook under criticism can be suitable and practical for students as a work that collects all the materials available in digital libraries by solving the stated problems. Conclusion : Among the factors that can help improve the present work are modifying photo captions, the publisher's innovative cover design, footnotes for jargon, required persons and concepts, citations, glossary and index, and a list of tables and figures. Therefore, the author is recommended to provide practical examples and new instances, employ up-to-date sources, reduce textbook volume, and avoid duplicate content to improve the current work in the next editions. Also, among the strengths of this textbook is a separate chapter dedicated to digital librarianship, organizational structure, human resources in digital libraries, and the author's credibility and expertise.
