Shahid Beheshti University Journal of Business Management Perspective 2251-6050 21 51 2022 10 23 Meta-Synthesis of a Painful-Enjoyable Marketing Model Using the Prisma Approach Meta-Synthesis of a Painful-Enjoyable Marketing Model Using the Prisma Approach 13 42 102832 10.48308/jbmp.2022.227357.1342 FA Hajieh Rajabifarjad Associate Professor, Department of Human Resources Management, Amin police University 0000-0003-3569-4834 Mohammad Amin Torabi Ph.D. in Business Management, University of Tehran, Tehran, Iran 0000-0001-6780-0246 Journal Article 2022 05 25 Purpose: In a world where thousands and billions of dollars are spent to purchase pleasurable values and avoid pain, it is surprising how many consumers are willing to pay for products or experiences that cause them pain. It is enjoyable that this research has been done with the aim of presenting the metacombination of presenting the painful and enjoyable marketing model. Method: The research method of the present study is applied in terms of purpose and qualitative in nature with an exploratory approach. The statistical population of this research includes studies that have been done jointly or separately in the field of pleasure and pain marketing. The data collection tool was selected in the form of a systematic review and library studies of literature and previous researches, with a meta-composite method to extract factors. The sampling method is also selected based on the entry and exit criteria of the prism method. Findings: In order to answer the research questions, 32 articles were reviewed and analyzed, which led to the extraction of 11 concepts and 132 meaningful codes. First, the antecedents and consequences of the consumer's pleasurable pain were identified. Conclusion: It was found that cultural, social, emotional-cognitive, neurological and physiological stimuli can cause pleasurable pains, which include sensory, nervous (imagination) and It will be psychological (spiritual). In the same way, painful and pleasurable marketing can be done through neurostrategy (nerve-based strategy), emotional marketing, turning pain into pleasure and facilitating the perception of pleasurable pain. Purpose: In a world where thousands and billions of dollars are spent to purchase pleasurable values and avoid pain, it is surprising how many consumers are willing to pay for products or experiences that cause them pain. It is enjoyable that this research has been done with the aim of presenting the metacombination of presenting the painful and enjoyable marketing model. Method: The research method of the present study is applied in terms of purpose and qualitative in nature with an exploratory approach. The statistical population of this research includes studies that have been done jointly or separately in the field of pleasure and pain marketing. The data collection tool was selected in the form of a systematic review and library studies of literature and previous researches, with a meta-composite method to extract factors. The sampling method is also selected based on the entry and exit criteria of the prism method. Findings: In order to answer the research questions, 32 articles were reviewed and analyzed, which led to the extraction of 11 concepts and 132 meaningful codes. First, the antecedents and consequences of the consumer's pleasurable pain were identified. Conclusion: It was found that cultural, social, emotional-cognitive, neurological and physiological stimuli can cause pleasurable pains, which include sensory, nervous (imagination) and It will be psychological (spiritual). In the same way, painful and pleasurable marketing can be done through neurostrategy (nerve-based strategy), emotional marketing, turning pain into pleasure and facilitating the perception of pleasurable pain.

https://jbmp.sbu.ac.ir/article_102832_09c204bbb5136d76ab867e59e3c2c434.pdf

Shahid Beheshti University Journal of Business Management Perspective 2251-6050 21 51 2022 10 23 The effect of gamification principles on customer engagement considering to the mediating role of hope and compulsion: A study in Snapp! application The effect of gamification principles on customer engagement considering to the mediating role of hope and compulsion: A study in Snapp! application 43 70 103287 10.48308/jbmp.2023.224034.1185 FA Seyyed Reza Jalalzadeh Department of Management, Faculty of Management and Finance, Khatam University, Tehran, Iran 0000-0002-6202-4396 Mahmoud Reza Afra Mahmoud Reza Afra, Master of Business Administration: Marketing, Department of Management and Finance, Khatam University Journal Article 2021 10 06 Objective: This research studies the effect of gamification principles on customer engagement considering to the mediating role of hope and compulsion (A study in Snapp! application). This research studies the effect of the gamification principles by considering the mediating role of “hope” and “compulsion” on the customer’s involvement which finally leads to purchase. Method: Therefore, the objectives, questions, and hypotheses as well as the conceptual model are provided based on the theoretical bases and empirical background of research. The statistical population of this research is users of the Snapp application, and the sample volume for the unlimited population (384 people) was determined by the Cochran formula. Findings: the distributed questionnaire had 28 questions with a five-point Likert spectrum whose data was analyzed by SPSS 23.0 and Smart PLS 3.0. Conclusion: The obtained results from this research show that all the gamification principles reinforce hope if they are used correctly. However, if they are not used correctly, they reinforce mental disorders in people. Moreover, the results show that compulsion or forced purchase has a negative effect on the customer’s involvement. Objective: This research studies the effect of gamification principles on customer engagement considering to the mediating role of hope and compulsion (A study in Snapp! application). This research studies the effect of the gamification principles by considering the mediating role of “hope” and “compulsion” on the customer’s involvement which finally leads to purchase. Method: Therefore, the objectives, questions, and hypotheses as well as the conceptual model are provided based on the theoretical bases and empirical background of research. The statistical population of this research is users of the Snapp application, and the sample volume for the unlimited population (384 people) was determined by the Cochran formula. Findings: the distributed questionnaire had 28 questions with a five-point Likert spectrum whose data was analyzed by SPSS 23.0 and Smart PLS 3.0. Conclusion: The obtained results from this research show that all the gamification principles reinforce hope if they are used correctly. However, if they are not used correctly, they reinforce mental disorders in people. Moreover, the results show that compulsion or forced purchase has a negative effect on the customer’s involvement.

https://jbmp.sbu.ac.ir/article_103287_224a5bcb4066cd4e974698cfc3236c3a.pdf

Shahid Beheshti University Journal of Business Management Perspective 2251-6050 21 51 2023 03 13 A Systematic review of corporate greenwashing consequences using a meta-synthesis approach A Systematic review of corporate greenwashing consequences using a meta-synthesis approach 71 100 103308 10.48308/jbmp.2023.227369.1343 FA Mahsa Jandaghi PhD Candidate in Business Management Department, Faculty of Economics, Management and Accounting,Yazd University, Yazd, Iran Mahmud Naderi Bani Assistant Professor of Business Management Department, Faculty of Economics, Management and Accounting, Yazd University, Yazd, Iran. 0000-0002-6280-2776 Seyed Mohamad Tabatabaeenasab Associate Professor of Business Management Department, Faculty of Economics, Management and Accounting, Yazd University, Yazd, Iran . Mahdi Sabokro Associate Professor of Business Management Department, Faculty of Economics, Management and Accounting, Yazd University, Yazd, Iran Journal Article 2022 05 26 Objective: Despite the focus of modernbusinesses on responding toexisting concernsabout environmental issues and dealingwith solving its challenges based on green measures and the validity of claiming environmentalbenefits in the products of somecompanies, companies involved in the greenwashing process that mislead consumers and present positive reports despite theirpoor environmentalperformance. Therefore, the aim of this research wasto present a comprehensivemodel of the greenwashing consequences. Methodology: Along with the purpose of the research using the meta-synthesis method and through the seven steps of Sandelowski and Barroso, the results of previous researchers have been systematically reviewed and the weight of the extracted factors has been determined by Shannon-entropy method. Findings: 60 outcomes identified by analyzing the data of 47 selected studies have been classified into 14 concepts and 6 main categories. Conclusion: According to the results of Shannon-entropy, the most important outcomes affected by greenwashing are: perceived risk, loyalty, trust and green purchase intention aboat the consumer outcomes; employees' value orientation, product quality, green brand legitimacy and green brand image aboat the consequences ofthe company's greenwashing; changing internal andexternal attitudes about the environmental sustainability oftheindustry; change inattitude and purchase intention towardsother green brands and products aboat the consequences relatedto other greenproducts;stakeholders perceptionsabout corporateenvironmental responsibility and theirresponse to corporateenvironmental scandals aboat the stakeholderoutcomes and ecosystem degradation and the overuse of non-renewable resources under the environmental impactsubset of corporate greenwashing. Bypresenting a consequences modelof greenwashing, this study has created a deep insight from the existing literaturethat managersof relevant organizationscan use untilprevent the greenwashing consequencesaffecting different groups. Objective: Despite the focus of modernbusinesses on responding toexisting concernsabout environmental issues and dealingwith solving its challenges based on green measures and the validity of claiming environmentalbenefits in the products of somecompanies, companies involved in the greenwashing process that mislead consumers and present positive reports despite theirpoor environmentalperformance. Therefore, the aim of this research wasto present a comprehensivemodel of the greenwashing consequences. Methodology: Along with the purpose of the research using the meta-synthesis method and through the seven steps of Sandelowski and Barroso, the results of previous researchers have been systematically reviewed and the weight of the extracted factors has been determined by Shannon-entropy method. Findings: 60 outcomes identified by analyzing the data of 47 selected studies have been classified into 14 concepts and 6 main categories. Conclusion: According to the results of Shannon-entropy, the most important outcomes affected by greenwashing are: perceived risk, loyalty, trust and green purchase intention aboat the consumer outcomes; employees' value orientation, product quality, green brand legitimacy and green brand image aboat the consequences ofthe company's greenwashing; changing internal andexternal attitudes about the environmental sustainability oftheindustry; change inattitude and purchase intention towardsother green brands and products aboat the consequences relatedto other greenproducts;stakeholders perceptionsabout corporateenvironmental responsibility and theirresponse to corporateenvironmental scandals aboat the stakeholderoutcomes and ecosystem degradation and the overuse of non-renewable resources under the environmental impactsubset of corporate greenwashing. Bypresenting a consequences modelof greenwashing, this study has created a deep insight from the existing literaturethat managersof relevant organizationscan use untilprevent the greenwashing consequencesaffecting different groups.

https://jbmp.sbu.ac.ir/article_103308_f73e6290e9e905f5315c3a57ac192e13.pdf

Shahid Beheshti University Journal of Business Management Perspective 2251-6050 21 51 2022 10 23 Market segmentation of potential customers of organic fruits with a data mining approach (case study: Tehran) Market segmentation of potential customers of organic fruits with a data mining approach (case study: Tehran) 101 124 103309 10.48308/jbmp.2023.228891.1399 FA Mohammad Masteri Farahani Master of of Business Management. Faculty of Islamic Studies and Management. Imam Sadiq University (AS). Tehran. Hosein Bakhtiari Assistant Professor of Industrial Management, Islamic and management Faculty, Imam sadiq University. Seyed Mohammad Foad Razavi Master of of Business Management. Faculty of Islamic Studies and Management. Imam Sadiq University (AS). Tehran. 0000-0002-5604-2555 Mohammad Hosein Ashtiani Master of of Business Management. Faculty of Islamic Studies and Management. Imam Sadiq University (AS). Tehran. Journal Article 2022 10 12 Objective: Today, the health of consumers of agricultural and food products is endangered due to the current habits of unsustainable food production and consumption, and therefore, organic agriculture can be developed and improved as a suitable alternative due to the lack of use of food additives, chemicals, and artificial substances. find One of the most basic steps to promote the consumption of organic products is the segmentation of potential customers. Methodology: The statistical population of this research is the citizens of Tehran who tend to consume organic fruits. For this purpose, using Cochran's formula, a sample size of 384 people was selected and the research data was collected through a questionnaire, the reliability of which was confirmed by Cronbach's alpha coefficient of 0.937. K-means clustering method was used to analyze the research data with a data mining approach. Findings: Based on the research findings, potential customers in Tehran were divided into five clusters, and the demographic, behavioral, and psychological characteristics of each cluster were described. The two variables of ease of access to information and perceived quality have the greatest effect, and the two variables of the presence of organic products in the consumer food basket and subjective norms have the least effect on customer clustering. Conclusion: Finally, it is suggested that policymakers should plan cultural, support, and control policies, and organic fruit producers and sellers should gain the trust of their potential customers with the help of digital marketing. Objective: Today, the health of consumers of agricultural and food products is endangered due to the current habits of unsustainable food production and consumption, and therefore, organic agriculture can be developed and improved as a suitable alternative due to the lack of use of food additives, chemicals, and artificial substances. find One of the most basic steps to promote the consumption of organic products is the segmentation of potential customers. Methodology: The statistical population of this research is the citizens of Tehran who tend to consume organic fruits. For this purpose, using Cochran's formula, a sample size of 384 people was selected and the research data was collected through a questionnaire, the reliability of which was confirmed by Cronbach's alpha coefficient of 0.937. K-means clustering method was used to analyze the research data with a data mining approach. Findings: Based on the research findings, potential customers in Tehran were divided into five clusters, and the demographic, behavioral, and psychological characteristics of each cluster were described. The two variables of ease of access to information and perceived quality have the greatest effect, and the two variables of the presence of organic products in the consumer food basket and subjective norms have the least effect on customer clustering. Conclusion: Finally, it is suggested that policymakers should plan cultural, support, and control policies, and organic fruit producers and sellers should gain the trust of their potential customers with the help of digital marketing.

https://jbmp.sbu.ac.ir/article_103309_4369a7506a50bd14d4540f91219319a7.pdf

Shahid Beheshti University Journal of Business Management Perspective 2251-6050 21 51 2022 10 23 Identifying the benefits of gamification of Iranian online stores customers based on the thematic analysis method Identifying the benefits of gamification of Iranian online stores customers based on the thematic analysis method 125 152 103310 10.48308/jbmp.2023.229954.1442 FA Soheila Khoddami Associate professor of business Management department, kharazmi university 0000-0001-6461-1351 Bahareh Osanlou Assistant Prof., Dep. of Business, Faculty of Management, Kharazmi University, Tehran, Iran Ghazale Soleimani MSc of International of Business Administration, Faculty of Management, Kharazmi University Journal Article 2022 12 28 Objective: Today, businesses need tools other than the marketing mix to survive in highly innovative and sophisticated marketplaces. Gamification is one of the best tools with its potential to create behavioral change and create different values for businesses. Methodology: For this purpose, the present study was conducted to identify the gamified benefits of customer in Iranian online stores. The present study is qualitative research in which 10 semi-structured interviews were conducted with 10 marketing experts working in Iranian online stores based on the principle of theoretical saturation. The data obtained from the interviews were analyzed by theme analysis method. Findings: The results of data analysis showed that cognitive benefits, integrated personal benefits, integrated social benefits and financial benefits are those benefits .Also, the results of data analysis showed that Gamification increases the likelihood of customers buying by making applicable and amusing. Conclusion: The cognitive benefits of gamification are actually related to providing the need for learning and entertainment and pleasure in customers, the integrated personal benefits are related to providing the needs of status and reputation, self-efficacy and overcoming challenges. Also, integrated social benefits are related to meeting the needs of dating, competing with others, and sharing experiences. Finally, financial benefits of customers refer to satisfying the need for rewards, prizes and any kind of material benefits. Therefore, when using gamification, marketing specialists should pay attention to this category of gamification benefits and by covering all of them, meet more needs of customers to promote their desired behavior among customers. Objective: Today, businesses need tools other than the marketing mix to survive in highly innovative and sophisticated marketplaces. Gamification is one of the best tools with its potential to create behavioral change and create different values for businesses. Methodology: For this purpose, the present study was conducted to identify the gamified benefits of customer in Iranian online stores. The present study is qualitative research in which 10 semi-structured interviews were conducted with 10 marketing experts working in Iranian online stores based on the principle of theoretical saturation. The data obtained from the interviews were analyzed by theme analysis method. Findings: The results of data analysis showed that cognitive benefits, integrated personal benefits, integrated social benefits and financial benefits are those benefits .Also, the results of data analysis showed that Gamification increases the likelihood of customers buying by making applicable and amusing. Conclusion: The cognitive benefits of gamification are actually related to providing the need for learning and entertainment and pleasure in customers, the integrated personal benefits are related to providing the needs of status and reputation, self-efficacy and overcoming challenges. Also, integrated social benefits are related to meeting the needs of dating, competing with others, and sharing experiences. Finally, financial benefits of customers refer to satisfying the need for rewards, prizes and any kind of material benefits. Therefore, when using gamification, marketing specialists should pay attention to this category of gamification benefits and by covering all of them, meet more needs of customers to promote their desired behavior among customers.

https://jbmp.sbu.ac.ir/article_103310_6df7bb1f7621d646540a9d2e7fc80a2f.pdf

Shahid Beheshti University Journal of Business Management Perspective 2251-6050 21 51 2023 03 13 Investigating the concept of brand value co-destruction in the interactive process of customer-brand experience Investigating the concept of brand value co-destruction in the interactive process of customer-brand experience 153 183 103311 10.48308/jbmp.2023.229971.1443 FA Ghazale Taheri Ph.D. Candidate of Business Management, Faculty of Economics, Management and Administrative Sciences, University of Semnan, Semnan, Iran. 0000-0001-6012-5399 Azim Zarei Semnan university faculty member 0000-0002-8719-6338 Davod Feiz Department of commercial management, Faculty of Economic, Management and Administrative science, Semnan University, Semnan, Iran 0000-0002-5535-4370 Mahdi Dehghani Soltani Assistant Prof. Faculty of Administrative Sciences and Economics, Vali Asr University, Rafsanjan, Kerman.Iran. 0000-0002-8022-894X Journal Article 2022 12 29 Objective: Along with the evolution of customers' experience of the brand, the importance of the type of interaction between customers and the brand increases, because just as customers can use the potential of their brand knowledge and skill in creating brand value, if they are dissatisfied with it, They can destroy brand value. Therefore, it is necessary to know the type of interaction of customers with the company during their experience of the brand to identify the state of co-destruction of brand value. Therefore, this study aims to examine the concept of co-destruction of brand value in the interactive process of customer-brand experience. Methodology: This study is applied in terms of its purpose and qualitative inductive in terms of research type. In this research, the Classical ground theory method has been used to collect data. Findings: The proposed framework of this research has been presented during three consecutive steps of customer-brand experience and by extracting 157 open codes, 34 concepts and 8 main categories, it has formed the main process of co-destruction of brand value. Conclusion: The results show that the co-destruction of brand value is formed during an interactive process and its occurrence requires the evolution of the negative experience of the customers about the brand. In other words, all interactions from the time of the wrong initial conflict between the customer and the brand to the moment of their harmful cooperation in production and marketing, lead to the formation of the co-destruction process of the brand value. Therefore, according to the presented framework, companies can monitor all stages of customer-brand experience and prevent this destructive phenomenon from happening in the company by identifying their weak points in interactions. Objective: Along with the evolution of customers' experience of the brand, the importance of the type of interaction between customers and the brand increases, because just as customers can use the potential of their brand knowledge and skill in creating brand value, if they are dissatisfied with it, They can destroy brand value. Therefore, it is necessary to know the type of interaction of customers with the company during their experience of the brand to identify the state of co-destruction of brand value. Therefore, this study aims to examine the concept of co-destruction of brand value in the interactive process of customer-brand experience. Methodology: This study is applied in terms of its purpose and qualitative inductive in terms of research type. In this research, the Classical ground theory method has been used to collect data. Findings: The proposed framework of this research has been presented during three consecutive steps of customer-brand experience and by extracting 157 open codes, 34 concepts and 8 main categories, it has formed the main process of co-destruction of brand value. Conclusion: The results show that the co-destruction of brand value is formed during an interactive process and its occurrence requires the evolution of the negative experience of the customers about the brand. In other words, all interactions from the time of the wrong initial conflict between the customer and the brand to the moment of their harmful cooperation in production and marketing, lead to the formation of the co-destruction process of the brand value. Therefore, according to the presented framework, companies can monitor all stages of customer-brand experience and prevent this destructive phenomenon from happening in the company by identifying their weak points in interactions.

https://jbmp.sbu.ac.ir/article_103311_38dde973c54158a169c47b80c73a0d7d.pdf

Shahid Beheshti University Journal of Business Management Perspective 2251-6050 21 51 2023 03 14 A grounded theory approach and the relational paradigm on designing a brand equity model A grounded theory approach and the relational paradigm on designing a brand equity model 184 217 103313 10.48308/jbmp.2023.230585.1461 FA Zahra Razmi Department of Management, Faculty of Social Sciences and Economic, Alzahra University. Tehran,, Iran 0000-0001-8400-8154 Payvand MirzaeianKhamseh PhD Student of Marketing Management, Alzahra University. Tehran. Iran 0000-0003-0767-4481 Marzieh Soltani Tajabadi Ph.D. Student of Business Management, Department of Management, Faculty of Social Sciences and Economic Alzahra University. Tehran. Iran 0000-0003-3183-9792 Journal Article 2023 02 06 Objective: This study was conducted to design a model of brand equity, using social media marketing activities for engagement, which is explained by the intellectual philosophy of relationism and both expectancy-value theory and social network theory. Methodology: In the qualitative phase of the research, the theoretical sampling method was conducted with deep interviews and a grounded theory strategy. In the quantitative phase, using a random sampling method, a questionnaire was distributed among 389 followers of a company's Instagram page, and structural equation modelling was done with SmartPLS software. Findings: Social media marketing activities as causal conditions, customer knowledge management as contextual conditions, brand experience as intervening conditions, digital marketing development as a strategy and customer engagement as a consequence of the central phenomenon called brand equity are understood. Conclusion: The results of the quantitative part confirmed the results of the qualitative part and showed that social media marketing activities with a relational paradigm approach in customer engagement are affected by causal conditions (social media marketing), background factors (customer knowledge management) and intervening factors (brand experience) that lead to customer engagement through appropriate policy-making and executive actions of companies. Objective: This study was conducted to design a model of brand equity, using social media marketing activities for engagement, which is explained by the intellectual philosophy of relationism and both expectancy-value theory and social network theory. Methodology: In the qualitative phase of the research, the theoretical sampling method was conducted with deep interviews and a grounded theory strategy. In the quantitative phase, using a random sampling method, a questionnaire was distributed among 389 followers of a company's Instagram page, and structural equation modelling was done with SmartPLS software. Findings: Social media marketing activities as causal conditions, customer knowledge management as contextual conditions, brand experience as intervening conditions, digital marketing development as a strategy and customer engagement as a consequence of the central phenomenon called brand equity are understood. Conclusion: The results of the quantitative part confirmed the results of the qualitative part and showed that social media marketing activities with a relational paradigm approach in customer engagement are affected by causal conditions (social media marketing), background factors (customer knowledge management) and intervening factors (brand experience) that lead to customer engagement through appropriate policy-making and executive actions of companies.

https://jbmp.sbu.ac.ir/article_103313_611710fcf984ea74b9ed62c071f309e4.pdf