مطالب

Purpose: The aim of the research was to identify the antecedents and consequences of digital content marketing in online insurance companies.Method: The present study has been conducted by adopting a mixed approach (qualitative and quantitative) and in an exploratory manner. In the qualitative part, thematic analysis technique has been used in the MAXQDA2020 software. The community of the qualitative department was the managers and experts of the sales and marketing department of the insurance industry (electronic and digitalized department). Based on targeted sampling, 10 people were considered as samples. Qualitative data was collected using semi-structured interviews. For the validity of the findings, Cohen's kappa index was 0.837, which is confirmed. Structural equation method is used in a small part. In the quantitative part of the research, the statistical population consisted of experts and managers of marketing units and assistants in the country's insurance industry in Tehran. Using Cochran's formula (for unlimited population), a sample of 384 people was extracted. Based on the codes of the qualitative part, a researcher-made questionnaire was formed. The data collected from the questionnaire were analyzed in AMOS 24 software.Findings: The results show that the antecedents of digital content marketing include the fundamental requirements of digital content marketing, requirements before the production of digital content, managerial/organizational requirements, and perceptual-cognitive antecedents of the audience and identified consequences including marketing consequences, financial consequences, and brand-related consequences, the favorable consequences for the customer and the engagement of the audience with the content in the digital content marketing model.Conclusion: This study has designed and explained the digital content marketing model. In recent years, electronic businesses have been growing rapidly and have gradually taken a relatively favorable share of the industrial enterprises of the country and play an undeniable role in the growth of the country's economy. One of the important parts of digital marketing is the production and creation of valuable content. Another expression, the combination of content and technology refers to the production of digital content. Content marketing is actually a method in which the organization continuously creates and publishes valuable content in order to attract and reach the audience, and its purpose is to transform the customer's behavior into a profitable behavior for the organization.

This study aimed to evaluate the effectiveness of Cognitive-Behavioral Therapy (CBT) in reducing obsessive-compulsive symptoms and modifying early maladaptive schemas in married women aged 18 to 25 years diagnosed with obsessive-compulsive disorder (OCD). Methods: This research was conducted as a randomized controlled trial (RCT) with a pre-test, post-test, and five-month follow-up design. A total of 30 married women aged 18 to 25 years residing in Tehran were selected and randomly assigned to either the CBT intervention group (n = 15) or a waitlist control group (n = 15). The intervention group participated in 12 weekly CBT sessions (60-90 minutes each), while the control group received no intervention during the study period. Data were collected using the Young Schema Questionnaire-Short Form (YSQ-SF) to assess maladaptive schemas and the Yale-Brown Obsessive Compulsive Scale (Y-BOCS) to measure OCD symptom severity. Statistical analysis was conducted using repeated-measures ANOVA and Bonferroni post-hoc tests in SPSS-27 to evaluate changes in symptoms and cognitive patterns over time. Findings: The ANOVA results showed a significant time effect (F = 124.68, p < 0.001) on both OCD symptoms and maladaptive schemas, with participants in the CBT group demonstrating substantial reductions in both variables from pre-test to post-test and sustained improvements at follow-up. The Bonferroni post-hoc test confirmed significant differences between pre-test and post-test (p < 0.001) and pre-test and follow-up (p < 0.001) in both OCD symptoms and schemas, indicating that CBT led to both immediate and long-term benefits. Conclusion: The results suggest that CBT is an effective intervention for reducing OCD symptoms and modifying maladaptive schemas in young married women, with treatment effects persisting over time.