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Open Access Article
1 - Criteria for evaluating the effectiveness of social media users - a framework based on social media exploration
rojyar pirmohammadiani shahriyar mohammadiNowadays, users' interactive behaviors on social media have become an important and influential resource on marketing activities in various businesses. Despite the importance of this issue, providing appropriate criteria for evaluating the influential behavior of user MoreNowadays, users' interactive behaviors on social media have become an important and influential resource on marketing activities in various businesses. Despite the importance of this issue, providing appropriate criteria for evaluating the influential behavior of users in recent studies has received less attention. For this purpose, in the first step, an innovative theory framework including two main dimensions: potential of the influence and the level of the influence is presented. Then, in order to define criteria for measuring each dimension, by providing a comprehensive and combined classification including three domains, user-based analysis, relationship-based analysis and content-based analysis, exploration techniques Social media has been examined to analyze the effective behaviors of users. In the following, according to the literature review, the criteria of "number of active users", “ranked of users based on the structural indexes and activity", “quality and the subjectiveness of content” have been defined to measure each of the aforementioned dimensions. The criteria proposed in this article are effective for creating dashboards to assess the value of users' influence in various businesses. It also a comprehensive roadmap has been provided for businesses about the data they need to collect and the required techniques to determine each of these metrics through a cross-disciplinary and academic classification of social media exploration techniques. Manuscript profile -
Open Access Article
2 - Introducing a genetic algorithm based Method for Community person's stance Detection in social media and news
mehdi salkhordeh haghighi Seyyed Mohammad ebrahimiNews 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 MoreNews 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
3 - A Hybrid Machine Learning Approach for Sentiment Analysis of Beauty Products Reviews
Kanika Jindal Rajni AronNowadays, social media platforms have become a mirror that imitates opinions and feelings about any specific product or event. These product reviews are capable of enhancing communication among entrepreneurs and their customers. These reviews need to be extracted and an MoreNowadays, social media platforms have become a mirror that imitates opinions and feelings about any specific product or event. These product reviews are capable of enhancing communication among entrepreneurs and their customers. These reviews need to be extracted and analyzed to predict the sentiment polarity, i.e., whether the review is positive or negative. This paper aims to predict the human sentiments expressed for beauty product reviews extracted from Amazon and improve the classification accuracy. The three phases instigated in our work are data pre-processing, feature extraction using the Bag-of-Words (BoW) method, and sentiment classification using Machine Learning (ML) techniques. A Global Optimization-based Neural Network (GONN) is proposed for the sentimental classification. Then an empirical study is conducted to analyze the performance of the proposed GONN and compare it with the other machine learning algorithms, such as Random Forest (RF), Naive Bayes (NB), and Support Vector Machine (SVM). We dig further to cross-validate these techniques by ten folds to evaluate the most accurate classifier. These models have also been investigated on the Precision-Recall (PR) curve to assess and test the best technique. Experimental results demonstrate that the proposed method is the most appropriate method to predict the classification accuracy for our defined dataset. Specifically, we exhibit that our work is adept at training the textual sentiment classifiers better, thereby enhancing the accuracy of sentiment prediction. Manuscript profile -
Open Access Article
4 - Investigating the Effect of Brand Marketing on Brand Equity and Consumer Behavior (Case Study: Iranian Consumers of Brands in Social Media)
Masoud Tosifyan Ali RamezaniGiven 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 MoreGiven 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
5 - 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 garbollaghSocial 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 MoreSocial 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
6 - Analyzing the Influential Factors of Social Media on Insurance Decision Making
Mohsen Gharakhani Seyedeh OmSalameh pourhashemiToday, social media has greatly influenced the way we receive information and news. searching for information through social media by consumers has received more attentions than ever before. The purpose of this paper is to examine the factors influencing the purchasing MoreToday, social media has greatly influenced the way we receive information and news. searching for information through social media by consumers has received more attentions than ever before. The purpose of this paper is to examine the factors influencing the purchasing decision-making process in the insurance industry. In this study, the quantitative method is used and the data is collected from 223 users who are followers of the fan pages of famous actors and athletes on social media. An online survey of users is conducted to examine the model, followed by at least one influential person. The collected data is analyzed using SPSS 23 and Smart PLS 3.0 statistical software. The results show the effects of influencers' posts, the other people's posts, and company's own posts on the intention to search for information and the effect of perceived value, perceived usefulness, brand image of the company and awareness of sales plans / marketing campaign on the intention to buy fans have a positive effect in a community who is a fan of Facebook brand pages. The study also showed that the search for information has a positive effect on consumer purchasing power. The findings of this study help to understand the importance of the selected factors in influencing the decision to buy consumers in the insurance industry. Manuscript profile -
Open Access Article
7 - Social media and value creation: the role of interaction satisfaction
Seyed Amir Hossein Madani Abolfazl Danaei gholamreza jandaghiThe variety of ways in which customers engage with brands through social media has become a challenge for brand managers. The challenge is how to use social media with a strategic approach and how much content to generate so that company-customer interactions can create MoreThe variety of ways in which customers engage with brands through social media has become a challenge for brand managers. The challenge is how to use social media with a strategic approach and how much content to generate so that company-customer interactions can create value for the organization. For this reason, it is important to know to what extent brands should focus on social media engagement satisfaction and its role in creating value for the organization. In this study, researchers will use descriptive and inferential statistics to analyze the data collected from the questionnaire to find the answer to this question. Also, exploratory and confirmatory factor analysis along with structural equation model has been used for inferential data analysis. The results of this study suggest that high consumer satisfaction with brand interactions on social media is significantly effective in creating a higher customer longevity value for the brand. Also, high consumer satisfaction in brand interactions on social media has been effective in creating the value of higher customer influence for the brand, in creating the value of higher customer knowledge for the brand and in creating the value of customer knowledge. Manuscript profile -
Open Access Article
8 - Convolutional Neural Networks for Sentiment Analysis in Persian Social Media
M. Rohanian M. Salehi A. Darzi وحید رنجبرWith the social media engagement on the rise, the resulting data can be used as a rich resource for analyzing and understanding different phenomena around us. A sentiment analysis system employs these data to find the attitude of social media users towards certain entit MoreWith the social media engagement on the rise, the resulting data can be used as a rich resource for analyzing and understanding different phenomena around us. A sentiment analysis system employs these data to find the attitude of social media users towards certain entities in a given document. In this paper we propose a sentiment analysis method for Persian text using Convolutional Neural Network (CNN), a feedforward Artificial Neural Network, that categorize sentences into two and five classes (considering their intensity) by applying a layer of convolution over input data through different filters. We evaluated the method on three different datasets of Persian social media texts using Area under Curve metric. The final results show the advantage of using CNN over earlier attempts at developing traditional machine learning methods for Persian texts sentiment classification especially for short texts. Manuscript profile -
Open Access Article
9 - Evaluate the Effects of Service Innovation, Social Media Marketing, and Social Support on Value Co-creation
akbar hoshyar Alireza RoustaThe present research has evaluated the effects of service innovation, social media marketing and social support on value co-creation in Iran Khodro Company.This research is based on the achievement of the development-applicative type and based on the objectives of the d MoreThe present research has evaluated the effects of service innovation, social media marketing and social support on value co-creation in Iran Khodro Company.This research is based on the achievement of the development-applicative type and based on the objectives of the descriptive type of the case that the necessary data has been collected by the survey method. The statistical population of the research consisted of two sections, in the first section, all the customers of Iran Khodro Company in the 5 districts of Tehran, and in the second section, the employees of the agencies in the mentioned areas were included. 384 people and 50 people were selected based on available random sampling in the customer section using non-probability quota sampling method. Regarding the theoretical foundations and background of the research, using library resources and in the field part, the tool for collecting information is a standard questionnaire. The data were analyzed by structural equation modeling using Smart PLS software. The results of research hypotheses indicate that social media marketing, service innovation has an effect on value co-creation from both customers and employees, and the effect of social support on value co-creation is confirmed by employees but not by customers. Not approved. Therefore, focusing on innovation in services, organizations should try to strengthen value co-creation through social media marketing and social support from both the perspective of employees and customers. Manuscript profile -
Open Access Article
10 - Exploring the Effects of Social Media Activities on Brand Resonance (Cognitive and Emotional) and loyalty of European Tourists Visiting Tehran
Yazdan Shirmohammadi زینب هاشمی باغیSocial media activities could, together with other managerial and service factors, substantially contribute to the development of tourism by attracting tourists through promoting the attractions, providing them with useful information on historical places, customs, cult MoreSocial media activities could, together with other managerial and service factors, substantially contribute to the development of tourism by attracting tourists through promoting the attractions, providing them with useful information on historical places, customs, cultural heritage, tourist attractions, and the historical and cultural potentials of the countries and regions they are supposed to visit. This descriptive survey study, therefore, sought to investigate the effect of social media advertisements, audience participation, and word-of-mouth advertising on European tourists’ brand resonance through the cognitive and emotional images as well as attitudinal and practical loyalties in social media. The population of the study comprised of the European tourists who visited Tehran from March to June 2019. The Cronbach’s alpha coefficient was used for the inferential analysis of the collected data, and KMO was applied to measure the internal consistency of the tool used. Moreover, Bartlett’s test was administered to confirm the sampling adequacy and the correctness of factors separation. The structural equation modeling method was also used for identifying the relationships among the variables. The results of the study indicated that social media advertisement, audience participation and brand awareness were effective on the cognitive image of the European tourists who visited Tehran, and that audience participation and word-of-mouth advertising affected their emotional image. It was also found that cognitive and emotional images would affect the attitudinal and practical loyalties which in turn would influence the brand resonance that could be helpful in attracting tourists provided that it is accompanied by well-defined plans in terms of creativity and innovation in advertising, knowing the audience, and choosing appropriate advertisements to be published in social media. Manuscript profile -
Open Access Article
11 - E-tourism Business Model
Fatemeh Yavarigohar payam hanafizadeh taraneh hajiahmadi farmahiniThis study sought to develop a social media-based business model for tourism industry. At the first stage, the main elements of the model were extracted from the related literature review and the Osterwalder and Pigneur’s business model framework. At the second stage, t MoreThis study sought to develop a social media-based business model for tourism industry. At the first stage, the main elements of the model were extracted from the related literature review and the Osterwalder and Pigneur’s business model framework. At the second stage, to evaluate and prioritize the identified elements, a questionnaire was developed and administered on 119 experts who were selected through snowball sampling. The collected data were then analyzed, using Smart PLS software and the elements were imbedded in the model in order of their importance. Applying multiple case study method, the business model of seven tourism companies who managed to successfully employ the potentials of social media to their benefit were analyzed in the final stage to validate the business model proposed by this study. The findings indicated that active presence in social media would affect the customer-related elements more than those of the supplier-related ones. In other words, the elements related to the relationship with customers, cost structure, value proposition, and distribution channels would be affected more than the elements related to revenue streams, key resources, key activities, and key partnerships. Manuscript profile -
Open Access Article
12 - Examining the Role of a Community’s Social Media-based Destination Brand in Winning Tourists’ Hearts Towards Co-Creating Values and Visiting the Place
Zohreh Ali Esmaili Armin GoliThis study sought to investigate the role of a community’s social media-based destination brand in winning the tourists’ hearts and convincing them to co-create values and visit the community. The population of this applied survey study comprised of Ramsar visitors who MoreThis study sought to investigate the role of a community’s social media-based destination brand in winning the tourists’ hearts and convincing them to co-create values and visit the community. The population of this applied survey study comprised of Ramsar visitors who discussed it as a travel destination on social media and had used social media to choose Ramsar as a tourist destination. In this regard, 73 media sources where Ramsar had been discussed were selected using a judgmental sampling method. The required data were collected through electronic questionnaires from 384 visitors (out of 450 visitors) who were selected through non-probability convenient sampling. The collected data were then analyzed via SmartPLS software using structural equation modeling and path analysis technique. The findings of the study suggested that a community’s social media-based destination brand had a positive impact on the visitors’ enjoyment of the place, loving the place, and positive surprise towards the destination, persuading them to participate in the co-creation of values and thus revisit the place. Manuscript profile -
Open Access Article
13 - Image Fake News Detection using Efficient NetB0 Model
Yasmine Almsrahad Nasrollah Moghaddam CharkariToday, social networks have become a prominent source of news, significantly altering the way people obtain news from traditional media sources to social media. Alternatively, social media platforms have been plagued by unauthenticated and fake news in recent years. How MoreToday, social networks have become a prominent source of news, significantly altering the way people obtain news from traditional media sources to social media. Alternatively, social media platforms have been plagued by unauthenticated and fake news in recent years. However, the rise of fake news on these platforms has become a challenging issue. Fake news dissemination, especially through visual content, poses a significant threat as people tend to share information in image format. Consequently, detecting and combating fake news has become crucial in the realm of social media. In this paper, we propose an approach to address the detection of fake image news. Our method incorporates the error level analysis (ELA) technique and the explicit convolutional neural network of the EfficientNet model. By converting the original image into an ELA image, it is possible to effectively highlight any manipulations or discrepancies within the image. The ELA image is further processed by the EfficientNet model, which captures distinctive features used to detect fake image news. Visual features extracted from the model are passed through a dense layer and a sigmoid function to predict the image type. To evaluate the efficacy of the proposed method, we conducted experiments using the CASIA 2.0 dataset, a widely adopted benchmark dataset for fake image detection. The experimental results demonstrate an accuracy rate of 96.11% for the CASIA dataset. The results outperform in terms of accuracy and computational efficiency, with a 6% increase in accuracy and a 5.2% improvement in the F-score compared with other similar methods. Manuscript profile -
Open Access Article
14 - A comprehensive survey on the influence maximization problem in social networks
mohsen taherinia mahdi Esmaeili Behrooz MinaeiWith the incredible development of social networks, many marketers have exploited the opportunities, and attempt to find influential people within online social networks to influence other people. This problem is known as the Influence Maximization Problem. Efficiency a MoreWith the incredible development of social networks, many marketers have exploited the opportunities, and attempt to find influential people within online social networks to influence other people. This problem is known as the Influence Maximization Problem. Efficiency and effectiveness are two important criteria in the production and analysis of influence maximization algorithms. Some of researchers improved these two issues by exploiting the communities’ structure as a very useful feature of social networks. This paper aims to provide a comprehensive review of the state of the art algorithms of the influence maximization problem with special emphasis on the community detection-based approaches Manuscript profile -
Open Access Article
15 - 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 SoltanifarSocial 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 MoreSocial 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
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