Sharif Digital Repository

Nowadays, different technologies help businesses in their various processes, especially marketing, so that their activities can be carried out in a better way.One of the emerging technologies that has come to the attention of retailers in recent years is augmented reality. With the help of this technology and only with a smartphone, a product can be viewed virtually and three-dimensionally in real space. There have been several studies on the effect of augmented reality technology on marketing processes and customers' shopping experience. Most of these studies have focused on the online shopping experience. This study examines how augmented reality technology, allows buyers to have more... 

Among businesses operating under the sharing economy model, ride-sharing platforms or Internet taxis have attracted a lot of attention and have been able to encourage millions of people to use them in a few years. Meanwhile, what has been the subject of numerous researches in recent years is the motivation of people to use this type of business. Understanding what motivates users to use these businesses is important to them because it helps them allocate their resources optimally by focusing on the benefits, shortcomings, and potential disadvantages of their product, And then by improving the provided service, have more advantages and attractiveness in the eyes of customers. Accordingly, in... 

This thesis’s problem is how a manufacturer should select distribution channels and how to interact with the selected ones. The acquired model, analyzes strategies of the manufacturer regarding selecting distribution channels and coordinating contracts for a triple-channel supply chain environment. The aforementioned channels are physical, electronical, and direct. It is assumed that manufacturer is the Stackelberg leader and the physical channel is the electronical’s follower. Four scenarios are introduced to analyze players’ interactions through contracts. Horizontal competition with Stackelberg game is present in first three scenarios. The forth scenario obtains the maximum total profit... 

Right from the start, customer need has been the center of focus for every firm. It’s hard to find a single firm which is not focused and customer centric. Firms are spending millions of dollars every year to make customer surveys and interviews to find out customer needs, new product development and brand perceptions. After the invention of the internet and the rise of home computers people started to act differently. Most of the purchases went online and customer reviews flooded over the internet. They freely express their mind on websites which is a rich resource for market researchers and marketing firms. UGC is rich enough to analyze customer’s thoughts and needs. The volume of UGC has... 

Brand perceptual map is a practical tool for visualizing the position of a brand and its competitors in the mind of customers. In traditional ways of building a brand perceptual map, the researcher identifies important aspects of the product and designs a questionnaire to measure the scores of different brands to gather the required information from users. With the increasing development of online shopping, users have been voluntarily registering their reviews in online shops, in a free and unstructured manner, and have created valuable data sources in these online stores. Due to the large size of registered reviews, processing them requires the use of automated methods in computers. In... 

In the past two decades, there have been significant advancements in responsible management education at the international level. These developments have led to new discourses and pathways in the field of management education and research. Responsible Management Education (RME) involves considering perspectives related to the responsibilities of enterprises, the social impacts of private sector activities on society, attention to the environment and sustainable development, and business ethics in the curriculum of business schools. Business schools worldwide have initiated numerous programs, studies, initiatives, lessons, and events to address social issues, responsible management, and... 

In this research the tendency of the Iranian companies in using marketing metrics will be examined. Business orientation and size of the firms have been considered as factors to be effective on diversified taste of companies in using financial, non-financial or a combination of both measures in evaluating marketing performance. An export-oriented sector of our country such as companies affiliated in IDRO must be able to measure the marketing performance as a prerequisite to be able to enter a global competition. In this research it has been attempted to determine the metrics favored by Iranian firms. It has been also concluded that the size of the companies has a direct relation with the... 

This thesis seeks to answer the following research questions: 1-How customers’ engagement with social media activation campaigns is conceptualized and operationalized? 2- What are the main antecedents of customers’ engagement with such campaigns? 3-How customers’ engagement with these campaigns affects brand image? The first research question is addressed in the first section of this research and includes five phases. Using the conceptualization of engagement in psychology, marketing, information systems, and some other fields, Phase 1 conceptualizes customers’ engagement with social media activation campaigns. This phase offers a comprehensive definition of this construct and discuss the...