Bahareh Ahmadinejad; Hadi Najafi Asli
Volume 4, Issue 1 , January 2017, , Pages 80-99
Abstract
E-marketing is not only associated with selling products and services. It is the management process for handling communication between the organization and the customer. As well as E-marketing process does not just insist on the use of the internet and take advantage of all the marketing methods. E-marketing ...
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E-marketing is not only associated with selling products and services. It is the management process for handling communication between the organization and the customer. As well as E-marketing process does not just insist on the use of the internet and take advantage of all the marketing methods. E-marketing has many facilities that traditional marketing does not have such as one to one marketing or direct contact with customers. It should be noted that E-marketing can not completely replace traditional marketing. In fact, traditional marketing and e-marketing complement each other. Social network marketing is a part of E-business. It is clear that social media is a place gathering customers and business owners tend to be in this market. Social media are a huge potential for companies to reach out to their customers and thereby increase revenue, reduce costs, and increase productivity. As expected, our findings suggest that social media innovators among companies to rapidly progress. This study focuses more on statistical results rather than theoretical subjects. In fact, due to the lack of proper knowledge about the social media and growing trend for social media, in this research, we decided to survey behavior of Instagram users towards brands who are active in the social media or how marketing on Instagram work in order to reach customer? For this purpose, an online questionnaire distributed randomly between 80 users of Instagram application. Results were evaluated in two parts, descriptive statistics and inferential statistics inference. The results of inferential statistics indicate that people are looking for brand awareness and are curious about the messages of the brand. The study showed that there is a significant relationship between commenting on posts and brand awareness.
Mahin Rashki Ghaleno; Mehdi Rabbi Zavareh; Elham Bahrami
Volume 3, Issue 3 , March 2016, , Pages 185-201
Abstract
According to privatization of insurance companies and regarding the competitive climate over insurance industry in next years, undoubtedly there are some effective factors to obtain a proper place in customers’ mind such that they remain loyal to the insurance company. One of these is ‘brand ...
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According to privatization of insurance companies and regarding the competitive climate over insurance industry in next years, undoubtedly there are some effective factors to obtain a proper place in customers’ mind such that they remain loyal to the insurance company. One of these is ‘brand equity’. The purpose of this paper is to study the effect of mobile marketing on creating and enhancing brand equity dimensions. Brand equity is a multidimensional notion that may be increased by enhanced dimensions. In this regard, mobile marketing and customer-oriented brand equity are defined according to Aaker model. This is a descriptive field study as it states research title and deals with it through descriptive data; in addition, the relationship between mobile marketing and brand equity dimensions are investigated using a researcher made 24-item questionnaire. The questionnaire’s reliability (74%) was determined by Cronbach alpha coefficient. Research statistical population was clients of insurance industry. Since the population was infinite, research sample included 384 individuals measured by Cochran formula. Collected data were analyzed using analytical statistics. The significance relationship between research variables was tested by Pearson correlation coefficient and regression analysis through SPSS software. Results indicate that mobile marketing is one of effective factors influencing awareness, association and perceived quality. Moreover, mobile customer relationship management (CRM) causes increased customer loyalty and provides the opportunity for the return of. As a result, insurers, in order to increase the value of brand equity, must invest on mobile marketing.