List of Articles رسانه‌های اجتماعی

• Open Access Article
  • Abstract Page
  • Full-Text
  
  1 - Introducing a genetic algorithm based Method for Community person's stance Detection in social media and news
  mehdi salkhordeh haghighi Seyyed Mohammad  ebrahimi
  News reports in social media are presented with large volumes of different kinds of documents. The presented topics in these documents focus on different communities and person stances and opinions. Knowing the relationships among persons in the documents can help the r More

  News reports in social media are presented with large volumes of different kinds of documents. The presented topics in these documents focus on different communities and person stances and opinions. Knowing the relationships among persons in the documents can help the readers to obtain a basic knowledge about the subject and the purpose of various documents. In the present paper, we introduce a method for detecting communities that includes the persons with the same stances and ideas. To do this, the persons referenced in different documents are clustered into communities that have related positions and stances. In the presented method. Community-based personalities are identified based on a friendship network as a base method. Then by using a genetic algorithm, the way that these communities are identified is improved. The criterion in the tests is rand index of detection of these communities. The experiments are designed based on real databases that published in Google News on a particular topic. The results indicate the efficiency and desirability of the proposed method Manuscript profile
• Open Access Article
  • Abstract Page
  • Full-Text
  
  2 - Investigating the Effect of Brand Marketing on Brand Equity and Consumer Behavior (Case Study: Iranian Consumers of Brands in Social Media)
  Masoud Tosifyan Ali Ramezani
  10.7508/roshdefanavari.2018.14.007
  Given that Brand marketing in social media is one type of digital marketing that aims to communicate with audiences and customers in order to provide products, services and business, so that social media can be used for Internet marketing. The aim of this study is to in More

  Given that Brand marketing in social media is one type of digital marketing that aims to communicate with audiences and customers in order to provide products, services and business, so that social media can be used for Internet marketing. The aim of this study is to investigate the effect of brand marketing on brand equity and consumer behavior. This study is an applied research with qualitative approach. The population of this study was Iranian consumers of social media brands (customers) whose number is unlimited. Due to their unlimited number of samples, the Cochran formula was used to determine the sample size and randomly selected 385 random errors of 0.05 by simple random sampling method. To invenstigate the research hypotheses, a questionnaire was used for data collection. In the inferential statistics, firstly, the dimensions were determined and the indexes were extracted. After checking the reliability and validity of the questionnaire, to normalize collected data, Kolmogorov smirnov test was applied. Then the research hypothesens were examined using pearson correlation test and structural equation modeling. Based on the results, all assumptions were accepted. As marketing efforts of brands in social media had the highest impact on the consumer brand value of 0.95. Manuscript profile
• Open Access Article
  • Abstract Page
  • Full-Text
  
  3 - Analysis of Destination Image on the Intention of Tourists: A Reflection on the Role of Social Media Moderation in the Hotel Industry
  Seyed Hesamedin Hedayatzadeh hooshmand bagheri garbollagh
  10.52547/jstpi.20807.16.62.44
  Social media is one of the fastest growing marketing channels and now occupies more than two thirds of Internet users on the other hand, the hotel industry is one of the main pillars of tourism activity, so that, many countries, investing heavily in the hotel sector, to More

  Social media is one of the fastest growing marketing channels and now occupies more than two thirds of Internet users on the other hand, the hotel industry is one of the main pillars of tourism activity, so that, many countries, investing heavily in the hotel sector, to attract more tourists. The purpose of this study is to investigate the effect of the destination image on the intention of the tourists with regard to the role of social media moderation in the hotel industry. The population of this study includes all tourists visiting 5 star hotels Tabriz (Pars, Shahryar and Kaya). Regarding to the unlimited population, the minimum sample size at 95% confidence level and accuracy of 5% was selected using the Cochran formula 384 people. Data gathering tool was a standard questionnaire, its validity was confirmed by experts and its reliability was estimated by Cronbach' alpha coefficient. Present study is an applied research in terms of purpose and it is regarded to be a correlative descriptive research based on the way of obtaining required data. Statistical methods, descriptive and inferential statistics were used for analysis of collected data. The findings of this research show that the destination image has a positive and significant impact on the intention of the traveler. Further more, the effects of destination image on the intention of tourists with the role of social media moderation were investigated. Manuscript profile
• Open Access Article
  • Abstract Page
  • Full-Text
  
  4 - Emerging the Model of Social Media Usage in employee's training based on the Grounded Theory (Case Study: Banking Industry)
  Hasan boudlaie ali noghreh abbas nargesian
  Nowdays, training is recognized as one of the most important factors that increase the effectiveness and efficiency of employees. Social media has been also increasingly used in employee training in recent years. Therefore, the purpose of this study is to identify the v More

  Nowdays, training is recognized as one of the most important factors that increase the effectiveness and efficiency of employees. Social media has been also increasingly used in employee training in recent years. Therefore, the purpose of this study is to identify the value of social media in organizational learning through finding the perspectives of training managers and experts, then to emerge a model of social media usage in employee’s training. This qualitative study is based on grounded theory approach. The research data were collected through semi-structured interviews with 15 managers and training experts of banks in Tehran who were selected by random sampling. Data analysis was performed in three stages of open coding, axial coding, and selective coding, and based on this a qualitative model of research was designed. The results of this study reveal the extraction of over 110 initial codes of interviews and 78 concepts and 18 categories in the paradigmatic paradigm including: central category (interactive technology-based learning), causal conditions (senior management support, change management, Competency-based HRM, Audience-driven approach), Contextual Conditions (corporate organizational culture, organizational agility, organizational policies, technological infrastructure), Interventional Conditions (Poor Technological Infrastructure, Inadequate Financial Resources, Lack of Staff Awareness), Strategies (Knowledge Management, Teamwork activities), Consequences (Reducing training costs, Improving employee performance, Training effectiveness, continuous learning). Manuscript profile
• Open Access Article
  • Abstract Page
  • Full-Text
  
  5 - Pathology of the Ethical Approach in Social Media Marketing Activities in the University (Case of Study: Islamic Azad University)
  Fatemeh Abolhasani targhi Seyed Hassan  Hataminasab Mohammad Soltanifar
  Social media as an emerging phenomenon in Iran has caused significant changes in all activities, especially in the field of educational services. According to their mission, universities and higher education centers always seek to attract students and then attract motiv More

  Social media as an emerging phenomenon in Iran has caused significant changes in all activities, especially in the field of educational services. According to their mission, universities and higher education centers always seek to attract students and then attract motivation for specific actions and behaviors. The lack of native standard models for using social media marketing in the university has caused us to sometimes see problems in this field. Based on this, this research, after investigating the ethical problems of this activity, first through the method of qualitative approach and inductive content analysis, while conducting scientometrics, identifies the dimensions of social media marketing and localizes them using the Delphi method. Then, with the help of exploratory factor analysis, while verifying the groups of indicators of each dimension and verifying validity, it evaluates the current and desirable situation of these indicators and factors in Iranian universities. The statistical population of this research in the qualitative section of the articles of the Web of Science database during the 50 years ending in 2022 and in the qualitative section is selected experts and cultural assistants of universities across the country that were surveyed using the snowball method. The results show that the most important problems are related to the ethical approach in advertising and social media marketing policy. Manuscript profile