Mohamad Hassanzadeh, Somaye Ahmadi, Fatemeh Zandian,
Volume 5, Issue 1 (6-2018)
Abstract
Purpose: This study aims to reveal the intellectual structure of Knowledge and Information Science and its evolution along with the review of journals subjective scope based on 6830 abstract in the ten core journal in the JCR 2013, over the ten years (2004-2013).
Methodology: In this research, co-word and Correspondence analysis of 150 words -selected by tf-idf weight- were done after parametric analysis. To this end, the Cosine theta index and the second-order affinity were used for the hierarchical clustering based on the average-linkage algorithm.
Findings: The results of the co-word analysis reveal 3 mature clusters and 1 immature cluster in relation to the second cluster. Furthermore, the study of journals' domain show four clusters and the time progress show two clusters in counterclockwise motion.
Conclusion: In general, the results show except cluster four all clusters have a stable state with conceptual maturity, and along with constant concepts, a conceptual metamorphosis can be seen under the influence of technological change.
Dr Mohammad Ghaffari, Dr Ehsan Soltanifar, Mr Farbod Ranjbar Motlagh, Ms Mina Khoshroo,
Volume 7, Issue 4 (3-2021)
Abstract
Purpose: Growing development of technologies helped stronger customers with better relationship with companies. Consequently, marketers should pursue new ways of attracting customers and pathway. Modern customer buying path in the age of communication has been redesigned as 5A model (Aware, Appeal, Ask, Act, Advocate). The purpose is to identify customer opportunities of 5A model in tourism industry.
Methodology: The method is applied exploratory research. Population includes online tickets buyers of tours in Tehran province between February 2016 to August 2017. Sample consist of 12 targeted individuals selected to achieve theoretical saturation. Research data were collected through semi-structured interviews and analyzed using contextual analysis.
Results: Interview analysis identified, 35 indicators and 17 concepts in the form of 5 main categories: 1) Awareness, includes the concepts of word of mouth - recommendations, advertising - social media, environmental, mass media and SEO improvement; 2) Attraction includes the concepts of planned and expected positioning, the use of logical attractions, and marketing communications - persuasive advertising; 3) Question, includes the concepts of strengthening the customer relationship center, social group marketing, content marketing and social media marketing. Action categories, concepts of facilitating the purchase of brands through mobile applications (applications), ease of electronic payment through the payment gateway, offering different options from other brands and the integration of offline and online channels through Includes smartphone. The category of support includes the concepts of customer care programs, loyalty programs, including the provision of rewards and privileges, and the management of social customer relations (creating and stimulating dialogue between customers to solve their problems).
Conclusion: Opportunities in each of the stages of the 5A model in the tourism industry were identified. It is safe to say that companies using these opportunities could generate solutions where customers become aware of brands, be attracted to them, their questions are answered, buy brands' and services, and finally support brands and become their advertisers. Foremost opportunities of 5A model offers include: Friends suggestions, attractive site design, inclusive company website, e- payment portal, a message system.
