New Approaches in Management and Marketing

Abstract The aim of the present study is to identify and prioritize the challenges of implementing digital marketing in knowledge-based companies located in Qom and Markazi provinces. The research follows a mixed-methods approach, utilizing both qualitative and quantitative techniques. Qualitative data were collected through a literature review and interviews with fourteen managers of knowledge-based companies, selected via snowball sampling until the stage of theoretical saturation. These data were analyzed by the thematic analysis method to identify and categorize the issues. For qualitative data organization, coding, and analysis, MAXQDA 2020 software was employed. Initially, 42 issues were identified and classified into six general categories: cognitive and behavioral issues of managers, financial and funding issues, content-related issues, human resource issues, marketing-oriented issues, and issues related to changes in social platforms and networks. In the second stage, the issues were screened by the Fuzzy Delphi technique in Excel. The screening resulted in 22 final factors, which were then prioritized by the MARCOS technique. The prioritization results indicate that “weakness in retaining expert and specialized human resources” and “lack of marketing research tailored to the digital environment” held the highest priority.
Introduction
The market is a dynamic, living, and evolving phenomenon (Azizi et al., 2020, p. 4). As the science of responding to human needs within a turbulent market environment, this academic discipline must maintain flexibility and alignment with environmental changes to address corporate requirements. One of the most significant transformations is the remarkable progress and expansion of cyberspace. Given the substantial growth of information and communications technology, which has influenced all aspects of social life and induced extensive changes in various work methods, it can be stated that digital communication tools have encompassed nearly all facets of modern human life (Iran Aghideh, 2021, p. 121; Farzinmehr et al., 2025, p. 102).
The widespread use of the Internet and digital tools presents a unique commercial opportunity for managers. The integration of social life with the digital sphere has led to the emergence of a new concept termed digital marketing (Iran Aghideh, 2021, p. 121). As a branch of marketing management and advertising, digital marketing encompasses all tools and activities related to the supply and promotion of products across digital platforms (Gholipour et al., 2016, p. 8; Mohseni et al., 2023, p. 229). This form of marketing refers to the utilization of the Internet and digital technologies such as computers, websites, mobile devices, applications, and email (Ayush et al., 2020, p. 225). Digital marketing, as a new paradigm, has revolutionized the marketing system and marketing knowledge. Given that it is conducted within the context of the Internet and through its associated techniques, it can be considered the most effective way to introduce products and improve the performance of knowledge-based companies. Consequently, the introduction and marketing of products via digital marketing are decoupled from their place of production; customers can be found from any point in Iran or even the world, and they, in turn, can establish connections with various manufacturers (Shirdel et al., 2022, p. 3).
On the other hand, knowledge-based businesses are on the rise and are considered vital to the economy; the knowledge-based economy accounts for a large share of the economy in many developed countries (Hayes, 2021). Therefore, knowledge-based companies can be viewed as the core and driving force of the knowledge-based economy. These companies, which often seek to generate wealth through high technologies, are critical drivers of growth.
These firms, like any other, require marketing functions, and specifically, the position of digital marketing is vital and essential in advancing their objectives. Digital marketing can bring numerous benefits to knowledge-based companies that produce and provide high-value-added goods and services based on knowledge and technology (Center for the Growth of Knowledge-Based Companies and Institutions, 2024).
Thus, the implementation of digital marketing in knowledge-based companies can significantly contribute to their progress. However, the use of digital marketing in these companies faces challenges and problems that have not been adequately addressed in previous research. Given the necessity of market development and increasing sales for knowledge-based companies, it is imperative to conduct precise and effective research to achieve these goals; identifying these challenges will pave the way for their resolution. Therefore, the present study seeks to address the issue of identifying the obstacles and problems hindering the use and implementation of digital marketing in knowledge-based companies. The research question is: What are the challenges and issues of implementing digital marketing in knowledge-based companies, and which of these hold higher priority?
Theoretical Framework
Digital Marketing
Since the emergence of buying and selling in human relations, the concept of marketing has existed (Mohseni et al., 2023, p. 227). Having transitioned through eras such as hunting, agriculture, and the first to third industrial revolutions, we are now witnessing the Fourth Industrial Revolution. This revolution is essentially considered a revolution in communications, linked to internet technologies that have transformed the world; thus, organizational agility in responding appropriately to changes can be regarded as the key to their success (Petrosian, 2023). Some believe that the emergence of digital marketing coincided with the advent of radio. In 1990, only a few individuals had access to the internet, a number that gradually increased until there were approximately 18 million internet users by 1995. In 1999, the Salesforce website introduced the first customer management system for storing user information, tracking their behavior on the site, and monitoring campaigns; this software is recognized as the core foundation for the formation of digital marketing (Mohseni et al., 2023, p. 228).
In simple terms, digital marketing can be defined as the execution of marketing plans and strategies through the internet and other related digital platforms. In fact, it can be defined as a marketing approach that primarily relies on the internet to communicate with target audiences through various digital media channels and platforms. In digital marketing, marketers utilize the internet, mobile devices, email, social media, search engines, video streaming platforms, and other channels to reach customers. At the same time, some marketing experts argue that digital marketing should be viewed as an entirely different and new endeavor that requires novel and distinct methods for approaching, communicating with, and understanding customers. Since digital technology lies at the heart of all companies, digital marketing serves as an essential tool for brands and marketers ydigital marketing provides organizations with the opportunity and space to strive for success in utilizing local and domestic markets (Nejati, 2022, p. 25).
Research Methodology
The present study adopts an inductive approach and falls within the category of exploratory and applicable research. Its strategy is survey-based, and in terms of implementation, it was conducted by a mixed-methods design. Data collection instruments included documents and semi-structured interviews in the qualitative phase, and a questionnaire in the quantitative phase. The theoretical population consisted of knowledge-based companies located in the Science and Technology Parks of Qom and Arak. Fifteen companies were selected as the sample for interviews, and data collection continued until theoretical saturation was achieved.
Research Findings
The thematic analysis method and MAXQDA 2020 software were employed for data analysis. The findings revealed 150 initial codes which, through consolidation, resulted in 42 basic themes. these were categorized into six organizing themes: cognitive and behavioral issues of managers, financial and funding issues, content-related issues, human resource issues, marketing-oriented issues, and changes in social platforms and networks. In the second step, due to the high number of basic themes, the Fuzzy Delphi method was applied to screen the issues. A questionnaire containing 42 issues was sent to 10 experts; ultimately, 22 issues with a defuzzified value greater than 0.5 were selected as the final challenges. For the final ranking, the MARCOS method was utilized.
Conclusion
The present study aimed to identify and prioritize the dimensions and components of implementing digital marketing in knowledge-based companies. The results of this study are consistent with the findings of previous studies of Shiri & Moradnejadi (2024); Gholipour et al. (2016); Papi et al. (2022); and Farast (2020). Based on the prioritization results, factors such as weakness in retaining expert and specialized human resources, lack of marketing research aligned with the digital environment, the lack of up-to-date digital marketing education in universities in line with the latest scientific and technological developments, and insufficient attention to the long-term outcomes of digital marketing were identified as the most significant issues. As noted by Shiri and Moradnejadi (2024), efficient human resources equipped with sufficient knowledge, who can address societal needs—including those of knowledge-based companies—through their expertise and contribute to national development, are of great importance.
As long as there is no adequate and accurate understanding of the market and competitors, the application of marketing knowledge will face challenges. Excessive focus on innovation and product uniqueness (without attention to the needs of online customers), along with insufficient awareness of marketing and digital marketing and the failure to conduct marketing research appropriate to the digital environment, will collectively lead to difficult and costly outcomes for businesses.
Based on the research findings, the following practical recommendations are proposed:
Designing a comprehensive system for the retention and development of digital human capital
Institutionalizing data-driven digital marketing research
Redesigning the university education system with a skills-oriented approach
Enhancing managers’ strategic literacy regarding digital marketing
Reforming organizational structures and consolidating the position of digital marketing
Diversifying digital channels and managing platform-related risks
Improving infrastructures related to trust, security, and digital financial transparency Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract The aim of this research is to present a marketing model for health tourism with an emphasis on medical equipment. The present research is applicable-fundamental in terms of its purpose and exploratory-survey in terms of its nature and method. The statistical population of the present study includes 15,000 employees and faculty members of Mazandaran University of Medical Sciences. The Cochran formula was used to determine the sample size, and 375 people were selected as a sample using simple random sampling. The collection tool in the present study includes a questionnaire. SPSS and PLS software were used to analyze the findings. The findings showed that economic and policy factors indirectly affect marketing development through infrastructure and service quality. Infrastructure conditions have a positive and significant effect on service quality, patient experience, and marketing development, but its direct effect on destination image was not significant. Service quality indirectly affects marketing development through patient experience, and destination marketing and image directly enhance the development of health tourism. After confirmatory factor analysis, the GoF criterion method was used to fit the overall model, and the value obtained was 0.617. Therefore, the model has a good fit.
Introduction
In the present era, the increasing spread of technology and the accelerated effort for industrialization and rapid urbanization and machine life in most countries of the world, especially in third world and developing countries, bring with them problems. A person tired of today's society who has taken a marginal role next to industry must work like a machine to make a living and live more comfortably and not show his fatigue. Although he looks very satisfied and happy on the outside, he suffers from boredom and depression more than any other time in history. It is obvious that a society benefits from dynamism and vitality when its citizens enjoy optimal physical and mental health. But the present century, which is rooted in technology and industry and has been called the century of anxiety, stress, and nervous disorders among different centuries and eras, has always had an adverse effect on human health and has brought about new social, health, and medical issues (Omidi et al., 2022). Since the second half of the twentieth century, numerous factors such as globalization, development and progress, modern means of transportation, and communications have taken steps towards the development and progress of the tourism industry, so that this industry is known as the third economic industry (Saeedbakhsh et al., 2021). Tourism is one of the expanding industries in the world, and its added value and income play a major role in the gross national product and the provision of citizens with a sustainable livelihood (Godovykh et al., 2020). The significant importance of tourism, especially in the nature tourism sector, has become apparent to everyone globally and from various aspects, especially health tourism. In addition, with the optimal planning that has been carried out in some countries, treatment costs have been reduced to a high extent and the field for the recovery and rehabilitation of patients has been provided (Soliman et al., 2023).
Today, although various factors affect tourism attraction and return visits, the nature of health tourism destinations has not been seriously considered by researchers (Zakavoti et al., 2023). This issue is of great importance, especially in health tourism destinations. Every health tourism destination, including health camps, has an image that can distinguish it from other tourism destinations. (Kovalchuk et al., 2021). In order to develop the competitive position of health tourism destinations, it is necessary to present a favorable image centered on designing appropriate and up-to-date marketing strategies, because it has a positive effect on the motivations for visiting and tourist satisfaction (Pashaeifar et al., 2021). Today, health tourism has not only found diverse formats and diverse goals, but in many marketing strategies in this field, the construction and operation of complexes such as health camps has gained considerable importance: (Zarei et al., 2019).
Research on designing a marketing model for health tourism with a focus on medical equipment is of great importance. Because in the field of health, tourism-related businesses focus on items such as medical services, medical equipment, and health services, which play a very important role in attracting tourists. Considering the above issues, the main question of the present study is: what is the marketing model for health tourism with an emphasis on medical equipment?
Theoretical Framework
Marketing
Marketing is defined as a social management process in which individuals and groups satisfy their needs and desires through the production and exchange of goods. This basic definition has gained new color and spirit today, and researchers' research has made it richer and broader than before (Zekavoti et al., 2023).
Tourism Industry
The tourism industry is one of the industries that play a significant role in the economic development of countries and the creation of job opportunities. Marketing is very important in this industry, and implementing effective marketing strategies can help the growth and development of this industry.
Health Tourism
Health tourism is a growing trend in the tourism industry that focuses on improving and maintaining the physical and mental health of individuals. This type of tourism includes trips that people take to improve and promote their health and usually includes staying in places with beautiful nature, recreational facilities, and various health and medical centers. One of the characteristics of health tourism is attention to spirituality and spirituality along with maintaining physical health (Osman et al., 2021. (
Chowdhary & Majumdar (2025), using a mixed qualitative and quantitative approach, showed that health tourism acts as a driver of economic growth in developing countries and contributes to economic development through foreign exchange, job creation, and strengthening healthcare infrastructure; while effective policymaking, public-private partnerships, and targeted marketing play a key role in exploiting this potential.
Afradi (2025) in a review study aimed at examining the importance of health tourism marketing in Iran, it was shown that principled marketing and successful strategies in this area improve the quality of services, attract health tourists, develop infrastructure, and ultimately national economic growth.
Research Methodology
The present study is applicable-fundamental in terms of purpose and exploratory-survey in terms of nature and method. The statistical population of the present study includes 15,000 employees and faculty members of Mazandaran University of Medical Sciences. The Cochran formula was used to determine the sample size, and 375 people were selected as a sample using simple random sampling. The collection tool in the present study includes a questionnaire.
Research findings
SPSS and PLS software were used to analyze the findings. The findings showed that economic and policy factors indirectly affect marketing development through infrastructure and service quality. Infrastructure conditions have a positive and significant effect on service quality, patient experience, and marketing development, but its direct effect on destination image was not significant. Service quality indirectly affects marketing development through patient experience, and marketing and destination image directly strengthen the development of health tourism. After confirmatory factor analysis, the GoF criterion method was used to fit the overall model, and the value obtained was equal to 0.617. Therefore, the model has a good fit.
Conclusion
The present study aimed to present a marketing model for health tourism with an emphasis on medical equipment. These results are in line with the studies of Chowdhary & Majumdar (2025), Afradi (2025), Sayadi et al. (2025), Monroy-Rodriguez, & Caro-Carretero (2025), Shabankareh et al. (2025), Shahabadi et al. (2025), Khodayi et al. (2024), Mesgari & Mehrabi Bahar (2024), Kabak & Sevim (2024), Cha et al. (2024), Connell (2021), Fernando & Long (2023), Alsharif et al. (2023), which emphasize the importance of advanced infrastructure, service quality, and branding in attracting international patients. For the sustainable development of health tourism, Iran should focus on technology-driven branding, experience-driven marketing, and integrating infrastructure and policies with digital campaigns to establish its position as a top global destination. Shabankareh et al. (2025) showed that government support has the greatest impact on improving the quality and reducing the cost of healthcare services, using advanced medical technologies, and on economic, infrastructural, and cultural factors related to health tourism. Based on the above results, the following suggestions are made: integrating health policy, economics, and marketing, national health branding with a technological core, designing treatment packages with advanced technologies, creating a narrative ecosystem to record and disseminate patient experiences with an emphasis on medical technologies, using medical equipment in health diplomacy to enhance the destination image, converting modern equipment (MRI, smart operating room) into marketing content, creating a cooperation network with the Persian Gulf, Central Asia, and Caucasus countries, developing multilingual applications to provide information on equipment, treatment stages, and follow-up. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract The aim of this study is to present a guerrilla marketing model in sports retail. This study was conducted qualitatively, using a data-driven approach with the Glaser approach. The statistical population of the study included 15 elites in the field of sports management and marketing and sports product sales managers. The data collection tool was a semi-structured interview. The data-driven method was used to collect and analyze data. Data analysis was carried out in three stages of open, axial and selective coding. MAXQDA 24 software was used to analyze the data. The findings showed that the proposed model with six main dimensions; which include customer market analysis, goal setting, marketing mix, customer experience management, result achievement and guerrilla environment, is designed based on innovative strategies and unconventional marketing tools. In this regard, each of these dimensions plays an important role in the successful implementation of guerrilla marketing in sports stores and can lead to tangible and significant results in attracting and retaining customers. Overall, designing a guerrilla marketing model for Iranian sports retailers can help businesses achieve positive results in attracting customers and increasing sales through innovative, creative, and low-cost approaches. This model, relying on accurate market analysis, specific targeting, effective use of the marketing mix, customer experience management, and results evaluation, allows sports stores to operate effectively in the current competitive market and ultimately achieve profitability and sustainable growth.
Introduction
Today, the significant entry of small and large companies into various industries has created a highly competitive environment in the business world; an environment in which companies compete with each other to gain a larger share of the market and use various advertising and marketing tools in this competition. Excessive use of traditional marketing techniques has caused many people in society to ignore them and even rebel against the onslaught of such advertising. Therefore, companies, especially smaller ones, are looking for marketing techniques more innovative and attractive than traditional marketing, and of course more effective. Guerrilla marketing is a modern marketing method that uses unusual and unconventional methods to attract as many customers as possible. The term guerrilla marketing was first used in 1982 by J. Conrad Levinson, a marketing expert. This term can be defined as “the use of unusual tactics in marketing in order to gain visibility, attract attention, and achieve results with minimal resources” (Levinson, 1982).
Since the advantage of guerrilla marketing is that it is easy to implement, has a quick learning ability, and has high mental persistence (Navarratilva & Milichovsky, 2015), and the best way to gain profitability is agility and the ability to change the program; guerrilla marketing is of particular importance based on the market conditions, and this is what distinguishes small and newly established agencies from others. As organizations grow, they seek and apply logical and new approaches to survive and grow in this turbulent path of competition, which has increased to some extent in the context of globalization. Two approaches, creativity and innovation, are concepts that can help organizations increase their organizational capabilities in this environment (Chen et al., 2013).
Also, with the increase in competition in the sports products and equipment market and the efforts of sports companies and brands at the macro level, sports stores at the retail level have increasingly appeared in ways to attract and retain customers. Sports stores try to inform their products by introducing their products on their websites and survey capabilities, and to increase the intention to buy through electronic word-of-mouth advertising. According to researchers, companies can increase their market share by using word-of-mouth marketing, which is one of the most efficient and effective marketing methods (Sabbaghizadeh, 2025).
Theoretical Framework
Guerrilla Marketing
Guerrilla marketing is a type of advertising strategy that relies on unconventional, low-cost tactics to achieve maximum returns. The term was first coined by J. Conrad Levinson in his 1980 book "Guerrilla Marketing." The term guerrilla marketing is inspired by guerrilla operations and refers to a type of unconventional warfare that involves small-scale strategic tactics for use by armed civilians (Pirayesh et al., 2019).
Rostami Ganjineh Kebat (2024) investigated the role of influencer marketing in the relationship between guerrilla marketing and purchase intention for home appliance products. This study examined the effect of guerrilla marketing on consumers' purchase intention by considering the mediating role of influencer marketing. The results showed that guerrilla marketing has a positive and significant effect on purchase intention and influencer marketing can strengthen this effect. It was also found that trust in influencers and their digital interaction play a key role in the effectiveness of guerrilla marketing campaigns.
Qaleh Kani & Dasht Lali (2024) investigated the role of guerrilla marketing in advertising using the meta-synthesis method. This study has presented a comprehensive model of the effects of guerrilla marketing in advertising using the meta-synthesis method. According to the results of the study, in addition to increasing brand awareness, guerrilla marketing also has a significant effect on customer loyalty, brand image, and business performance. The conceptual model presented shows that innovative methods of guerrilla advertising can increase interaction with customers and leave a lasting emotional impact on them.
Research Methodology
This research was conducted qualitatively and utilized a data-driven approach with the Glaser approach. The statistical population of the research included 15 elites in the field of sports management and marketing and sports product sales managers. The data collection tool was a semi-structured interview. The data-driven method was used to collect and analyze data.
Research Findings
Data analysis was carried out in three stages of open, axial and selective coding. MAXQDA24 software was used for data analysis. The findings showed that the proposed model with six main dimensions, which include customer market analysis, goal setting, marketing mix, customer experience management, result achievement and guerrilla environment, is designed based on innovative strategies and unconventional marketing tools. In this regard, each of these dimensions plays an important role in the successful implementation of guerrilla marketing in sports stores and can lead to tangible and significant results in customer attraction and loyalty. In summary, designing a guerrilla marketing model for Iranian sports retailers can help businesses achieve positive results in attracting customers and increasing sales through innovative, creative, and low-cost approaches. This model, relying on accurate market analysis, specific targeting, effective use of the marketing mix, customer experience management, and results evaluation, allows sports stores to operate effectively in the current competitive market and ultimately achieve profitability and sustainable growth.
Conclusion
The present study was conducted with the aim of presenting a guerrilla marketing model in sports retailers. The results of this study are consistent with the results of Rostami Ganjineh Kebat (2024), Qaleh Kani & Dasht Lali (2024), Mohammadi et al. (2024), Sharma et al. (2024), Badreldin et al. (2024), Sulaiman et al. (2024), Seifollahi & Naghavi (2023), Arzam et al. (2023), Raval & Reddy (2023), and Arfaei et al. (2022). Badreldin et al. (2024) showed that combining digital and traditional strategies in guerrilla marketing has positive effects on brand recognition and increasing customer loyalty. Researchers suggest that companies should use a combination of unexpected, creative, and interactive advertising to attract customers and build long-term relationships with them.
Designing a guerrilla marketing model for Iranian sports retailers can help businesses achieve positive results in attracting customers and increasing sales through innovative, creative, and low-cost approaches. This model, based on accurate market analysis, clear targeting, effective use of the marketing mix, customer experience management, and results evaluation, allows sports stores to operate effectively in the current competitive market and ultimately achieve profitability and sustainable growth. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract The aim of the present study is to design a model for developing life insurance culture in Iran. The research method is applicable in terms of its purpose, and mixed (qualitative-quantitative) in terms of its implementation method. The statistical population of the qualitative part of the study includes 17 experts who were selected through purposive sampling. The statistical population in the quantitative part includes employees of insurance companies in the country, which was considered to be 411 people according to the Cochran formula. Data collection in the qualitative part was carried out through semi-structured interviews, and in the quantitative part through questionnaires. In analyzing the data in the qualitative part, an interpretive paradigm based on the content analysis strategy was used, and in the quantitative part, SPSS and Lisrel software were used. The results of the study showed that the significance of the obtained coefficients and parameters of the dimensions of the model for developing a life insurance culture in Iran showed that all the obtained coefficients are significant. This study provides a framework for designing a qualitative model of the development of life insurance culture in Iran.
Introduction
The rapid changes and transformations occurring in people's lives have exposed them to numerous risks such as loss of property and assets, physical injury in the workplace, disability, disability, and death. Today, various types of insurance coverage have been developed to reduce the many risks that people face. Life insurance is known as the most effective and acceptable tool in many countries around the world to reduce the adverse effects of accidents (Hghighi et al., 2015). Insurance companies are organizations that reduce the consequences of various risks for individuals and institutions and transfer funds consisting of premiums paid by insured persons to different markets in exchange for the services they provide. Insurance is defined as the minimization of risks by transferring them in exchange for a certain premium in order to protect against the economic consequences of events that cause damage and loss of income under certain conditions. Insurance takes precautionary measures in advance against losses and damages caused by anticipated risks. The insurance industry plays a key role in the development of capital markets, which ensure the flow of funds to the economy as well as its healthy and sustainable growth. In this context; investment funds, portfolio management companies, as well as private pension funds and life insurance companies from private pensions, are among the most important institutional investors (Sharma & Sood, 2022).
Life insurance is considered a kind of indicator of futurism with a quality and developable life approach in developed societies. The development of insurance culture, especially life insurance, will provide the future of every human being with security and peace of mind and will ensure the hope of a quality life within the individual. Life insurance accounts for more than 58% of the world's insurance portfolio and reaches over 70% in some Southeast Asian countries. This figure is less than 10% of the insurance industry portfolio in Iran (Riahifar, 2016). On the other hand, price competition has also lost its meaning, and instead of competing on price, insurance companies are thinking about maintaining and promoting customer loyalty as a new tool in marketing. In the concept of marketing, it is believed that achieving organizational goals depends on defining and determining the needs and demands of target markets and ensuring their satisfaction should be more desirable and effective than other competitors. In today's world, companies that satisfy their customers more will be successful. Companies that do not simply seek short-term sales and focus on achieving long-term customer satisfaction by providing superior and distinctive insurance services can achieve more profitability. Therefore, in this market, customers expect insurance companies to provide the most value with the lowest premium (Eckert et al., 2022). The main issue of this research is: what is the pattern of development of life insurance culture in Iran?
Theoretical framework
Development of insurance culture
The insurance industry is a set that is in contact and interaction with the non-insurance environment outside the insurance industry; including the political, economic, and socio-cultural environments. Therefore, the culture and overall strategic direction of the insurance business must be integrated in a way that can create a superior brand and services for stakeholders. In this regard, the social culture of the society is an influential factor; understanding its priorities, extracting standards and indicators related to it, and familiarizing with the path of its dominant cultural approaches leads to the excellence and mutual effectiveness of the insurance industry's service capacity and the prosperity of this industry's business (Asadi & Hedayati Biland, 2019).
Farajzadeh et al. (2025) have conducted a study entitled “Designing and Explaining Factors Affecting the Development Model of Life Insurance Sales in the Iranian Economy”. The findings indicate that individual factors have the greatest impact on the demand side, insurance factors affect the supply side, and macroeconomic conditions affect both sides.
Hosseinzadeh et al. (2025) have conducted a study entitled “Identifying and Analyzing Drivers Affecting the Insurance Industry”. Based on the research findings, several practical suggestions were presented to exploit the upcoming opportunities and deal with possible challenges. These suggestions include: developing platforms for joint cooperation between traditional insurance companies and insurtechs to promote innovation and agility, investing effectively in information technology infrastructure and advanced data analysis, formulating and implementing educational policies to improve the digital literacy of policyholders and employees, and reviewing laws and regulations in a way that supports technological innovations while also protecting the rights and interests of policyholders.
Research Methodology
The research method is applicable in terms of its purpose, and mixed (qualitative-quantitative) in terms of its implementation method. The statistical population of the research in the qualitative section includes 17 experts selected by purposive sampling. The statistical population in the quantitative section includes employees of insurance companies in the country, which was considered to be 411 people according to the Cochran formula. Data collection in the qualitative section was carried out through semi-structured interviews and in the quantitative section through questionnaires.
Research findings
In analyzing the qualitative data in the form of an interpretive paradigm based on the content analysis strategy, and in the quantitative part, SPSS and Lisrel software were used. The results of the research showed that the significance of the coefficients and parameters obtained for the dimensions of the life insurance culture development model in Iran showed that all the obtained coefficients are significant. This research helps by providing a framework for designing a qualitative model of the life insurance culture development model in Iran.
Conclusion
The present research was conducted with the aim of designing life insurance culture development model in Iran. The results of this study are consistent with the results of Farajzadeh et al. (2025), Hosseinzadeh et al. (2025), Ekhtiari & Naseri Borujeni (2025), Ghanbarzadeh & Fathi (2025), Saeedi (2023), Shahabadi et al. (2021), Chen (2021), Ravi & Varshney & Manoj (2020), Canh & Wongchoti & Thanh (2020), Leiria & Matos & Rebelo (2020), Ning (2019), Cheng & Yu (2019), and Stahl & Andersson (2018). Ekhtiari & Naseri Borujeni (2025) showed that several factors at the macroeconomic, institutional, insurance industry, socio-cultural and technological levels have affected the sales of life insurance in Iran. Factors such as economic fluctuations and high inflation, instability caused by sanctions, weakness in the marketing and sales system, inadequacy of products tailored to customer needs, low level of insurance awareness and culture, and infrastructure challenges in the field of information technology have been among the most important obstacles to growth.
Based on the present study, the following suggestion is made:
It is suggested to increase awareness about the importance of the role and position of life insurance among both policyholders and insured. This awareness can be in the form of effective advertising and education in schools and universities. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract The present study sought to investigate the role of entrepreneurial marketing in the development of the tourism industry. The research method is applicable in terms of its purpose, quantitative in terms of its implementation method, and descriptive-correlational in terms of its nature and method. A standard questionnaire based on a 5-point Likert scale was used to collect research data. The content validity of the tool was confirmed by specialists and experts, and Cronbach's alpha and composite reliability were used to measure the reliability of the tool. By distributing the questionnaire, the validity of the tool was measured with three methods: construct validity (external model), convergent validity (AVE), and divergent validity. The AVE value for all variables should be greater than 0.5. SPSS and PLS software were used to analyze the data. The results of structural equation modeling with SmartPL software showed that entrepreneurial marketing of health tourism is influenced by human factors, innovation, and government support, and has a significant impact on economic and social strategies and outcomes. Implementing innovative strategies improves the tourist experience and develops cooperation between healthcare and tourism centers. This study shows the importance of innovative management and the use of new technologies for the sustainable development of health tourism. In addition, the overall model fitting results showed that the obtained model had appropriate validity, reliability, and credibility.
Introduction
The tourism industry is one of the most important economic and cultural resources of countries and plays a key role in sustainable development, job creation, and increasing foreign exchange earnings (Rajabi et al., 2024). Tourism can contribute to economic and social growth by creating direct and indirect job opportunities, strengthening infrastructure, and developing less-developed areas (Lovafan et al., 2022). In Iran, despite its natural, historical, and cultural diversity, there are potential capacities for tourism development, the use of which requires careful planning and targeted policymaking (qiu et al., 2021).
Health tourism, as one of the booming and growing branches of tourism, has gained special importance. The combination of medical services with natural and cultural attractions has made Iran one of the potential health tourism destinations in the region. In addition to generating income, this type of tourism improves the quality of medical services, creates jobs, and promotes balanced development of different regions, and provides new economic opportunities for the private and public sectors (Tash & Amiri Sardari, 2023).
Entrepreneurial marketing, as a new approach to marketing management, is a combination of entrepreneurial thinking and traditional marketing principles. This approach emphasizes creativity, innovation, risk-taking, and opportunism and helps organizations remain competitive in dynamic markets. In the tourism industry, entrepreneurial marketing provides the opportunity to provide differentiated services and products, attract tourists, and create new experiences (Salami et al., 2023). Entrepreneurial marketing, relying on innovation, creativity, and the use of new market opportunities, can play a key role in the development of the health tourism industry (Mansoori et al., 2024). By focusing on accurately understanding the needs of the target market and utilizing new advertising and digital techniques, this type of marketing can help identify and introduce unique health services in health tourism destinations. In addition, entrepreneurial marketing leads to the formation of a coordinated and integrated ecosystem to attract health tourists by encouraging cooperation between different sectors such as medical centers, travel agencies, and governments. Also, by using innovative approaches, entrepreneurial marketing can help identify new markets and develop unique strategies to attract target audiences globally (Darwazeh, Clarke & Wilson, 2021). In countries like Iran, which have good medical infrastructure in many areas such as dentistry, cosmetic surgery, infertility treatment, and traditional medicine, health tourism can be considered a valuable economic opportunity to attract foreign exchange earnings and create employment. However, to exploit these opportunities, there is a need for precise and entrepreneurial marketing strategies that are specifically dedicated to this industry (Jabari Nezhad esfahlan, Divsalar & Hoseini Ghoncheh, 2022). Currently, despite the high therapeutic capacities, the marketing of the health tourism industry in Iran is still in its infancy, and many private medical centers and hospitals have not been able to effectively use this potential. This is especially noticeable compared to competing countries that use advanced marketing strategies to attract health tourists. Another challenge is the lack of accurate knowledge of the characteristics of the target market in the health tourism industry. This market, unlike traditional tourism markets, pays special attention to the specific needs of individuals and health services tailored to those needs. Therefore, designing a marketing model that can accurately identify the needs and preferences of the target market is of particular importance (Tash & Amiri Sardari, 2023). Therefore, the main question of the present research is: what is the role of entrepreneurial marketing in the development of the tourism industry?
Theoretical foundations
Health tourism
Health tourism is a set of activities in which people travel to a destination other than their place of residence to improve their physical and mental health, receive medical, rehabilitation, prevention or health care services. This type of tourism is a combination of medical, care and recreational services and, due to its overlap with other tourism sectors such as nature tourism, cultural and accommodation, has extensive economic and social potential (Shafiei & et al, 2021).
Research background
Khakzadian (2025) studied “Explanation of local and cultural characteristics of Mazandaran province on the formation and continuation of hybrid entrepreneurship”. The qualitative and phenomenological research approach was chosen using the Claise method. The results show that the combination of cultural, geographical and climatic characteristics of the region, as well as the role of local networks and support structures, provides a suitable platform for the formation and continuation of hybrid entrepreneurship in Mazandaran.
Yahyazadeh et al. (2023) studied “Presenting a tourism industry development model with an emphasis on the role of media management with a mixed approach”, in this study a mixed approach (qualitative-quantitative) was used. The results showed that advertising, service quality, policy-making, participation of local people, tourism culture, appropriate exploitation of the environment, income generation in the tourism destination and infrastructure facilities were identified as the main components that affect the tourism industry.
Research methodology
This research is applicable in terms of purpose and descriptive-correlational in terms of method. The population of the present study includes all hospital visitors (including patients and their companions). Given the unlimited size of the population, the sample size was determined to be 384 people and four cities including Shiraz, Rasht, Tehran, and Isfahan were selected. The researcher was assigned to Milad and Pars hospitals in Tehran, Namaz and Dr. Shariati hospitals in Shiraz, Fayyaz Bakhsh, Imam Khomeini hospitals in Isfahan, and Ghaem (A.J.) and Golsar hospitals in Rasht. An equal number of 48 questionnaires were distributed to each hospital. The findings from the Cronbach's alpha test and composite reliability to measure the reliability of the research instrument are reported in Table 2. To examine the validity of the instrument, content validity (expert opinion) was used and its validity was confirmed. Then, by distributing the questionnaire, the validity of the instrument was measured with three methods: construct validity (external model), convergent validity (AVE), and divergent validity. The AVE value for all research variables must be greater than 0.5. In order to test the research hypotheses, structural equation modeling was used in the context of smart pls2 statistical software.
Research findings
The findings showed that human factors and skills, innovation in services, infrastructure and government support play an important role in the formation of entrepreneurial marketing in health tourism, and this phenomenon has a significant impact on development strategies and economic, social and cultural consequences of the industry. Also, strategies based on entrepreneurial marketing improve customer experience, attract investment and strengthen cooperation between medical centers and tourism. These results are in line with previous domestic and international research and emphasize the importance of innovative management and the use of new technologies in the development of health tourism.
Discussion and Conclusion
The research findings showed that a set of human and specialized factors play the greatest role in the formation of entrepreneurial marketing in health tourism. The expertise and experience of doctors, the communication skills of employees, the quality of customer-oriented services, and innovation in providing medical services strengthen the understanding and trust of health tourists and provide a suitable platform for entrepreneurial marketing. These results are in line with the studies of Shafei et al. (2021), who emphasized that human resource capabilities and service quality are the most important factors in attracting health tourists in Iran. Also, the studies of Kaewman et al. (2018) show that innovation and expertise are the determining factors for tourists. Therefore, it can be concluded that human factors and innovation are the basis for the development of entrepreneurial marketing in the health tourism industry and their importance has been confirmed globally.
The results show that entrepreneurial marketing, as the main phenomenon of the research, is the main driver of the success of health tourism attraction strategies. The use of creativity, digital technologies, social networks and distinctive branding increases the attractiveness of health services and differentiates the destination in the competitive health tourism market. These findings are consistent with the research of Daraie et al. (2023) which shows that innovative and digital marketing increases the effectiveness of health tourism programs. Also, the studies of Mansoori et al. (2024) emphasize that the application of new technologies and entrepreneurial marketing increases competitiveness and international market development. As a result, entrepreneurial marketing plays a key role in creating value, developing the market and attracting health tourists and can create a sustainable competitive advantage for medical destinations. The findings showed that cultural and social factors play an important intervening role in the implementation of entrepreneurial marketing strategies. The attitude of the host community, the level of public awareness towards health tourism and the level of acceptance of new treatment methods can facilitate or limit the implementation of marketing programs. The study of Hosseini et al in Iran also emphasizes that a positive attitude and community awareness are prerequisites for the success of health tourism. Studies by Kaewman et al. (2018) show that cultural differences and social acceptance are determining factors for the success of health tourism destinations. Therefore, it can be concluded that without cultural support and community awareness, marketing strategies, even if innovative, will not achieve the desired results.
The results showed that the existence of appropriate physical and medical infrastructure, standard accommodation facilities, appropriate transportation and financial support and government policy play a fundamental role in the success of entrepreneurial marketing. Studies by Wang et al. (2023) have also shown that infrastructure and government support are the most important requirements for the development of health tourism. Kaewman et al. (2018) also shows that smart government policymaking and the development of standard infrastructure directly attract health tourists and increase industry productivity.
Therefore, the conclusion is that marketing strategies cannot be effective without adequate infrastructure and strengthening environmental conditions is the basis for the development of this industry.
The results show that the implementation of entrepreneurial marketing strategies has wide-ranging consequences at the economic, social and cultural levels. The use of creativity, innovative service design and correct branding, in addition to increasing tourist attraction, creates jobs, boosts related businesses and improves the quality of health services. Robina-Ramírez et al. (2022) studies have also emphasized the role of these strategies in economic development and improving the quality of services. Kaewman et al. (2018) studies also show that innovative marketing increases cultural interaction, sustainable development and improve of the quality of health services in health tourism destinations. Therefore, entrepreneurial marketing strategies act as a bridge between therapeutic capacities and international markets and play a key role in the sustainable growth of the industry. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract The aim of the present study was to design an influencer marketing model based on the behavior of mountaineering product consumers with a data-based approach. The research method was qualitative and based on grounded theory. The statistical population included experts in the field of influencer marketing evaluation, faculty members, marketers, and manufacturers of mountaineering products. Sampling was purposefully conducted using the data saturation technique, and 12 people were selected for in-depth semi-structured interviews. Data analysis was conducted using the grounded theory method. The findings showed that 46 initial codes were extracted in the form of 15 main categories, which are: perceived credibility and expertise, value alignment, content quality and honesty, characteristics of the mountaineering community, nature of mountaineering products, advertising saturation in social networks, previous consumer experience, level of personal knowledge and expertise, perceived risk, mutual verification, direct communication and observation, use of established influencers, increase or decrease in trust in the influencer, change in attitude towards the brand, and decision to buy or not to buy. The results showed that the impact of influencers on consumer behavior is very deep and fundamental, depending on the characteristics of the target population such as children, adolescents, women and men. The findings can help brands and marketers to create more effective interaction with audiences and improve influencer-based marketing strategies by identifying effective criteria.
Introduction
Today, social media is known as the turbulent helm of the Internet; media that are based on web technology and play a fundamental role in the world's media equations by virtual sociality (Karimi et al., 2025). Based on Matthews' theory (2012), in the article Guide to Identifying Influencer Goals, it has been determined that consumers trust third-party recommendations (influential person) on a blog or Instagram or all social networks more than their paying attention to a brand (Duh et al., 2021). Social media influencers can be connected as friends or consumers in order to achieve the marketing goals of a brand and, due to their reputation, they can bring together not only fans of their specific field of activity but also a wide network of followers in their virtual space and, by taking advantage of their influence, direct people to the website or product of the related brand and increase the volume of social media exposure and introduce and promote the company's product through their recommendation or story according to their experience with the product or the manufacturer (Masoumi et al., 2023).
On the other hand, sport has entered the field of economic science and art by introducing its new social values. The obvious and hidden attractions resulting from this development have aroused feelings and created certain tendencies among all societies towards sporting events (Zeithaml & Bitner, 2023). In order to effectively achieve global trade, sports and non-sports marketing organizations (including mountaineering disciplines) have greatly benefited from marketing opportunities such as sponsors of sports competitions, broadcasting rights and product endorsements by athletes and "social media influencers" in the field of marketing mix and consumer behavior (Alidoost Zoghi et al., 2021). When a product is noticed and supported by a famous sports star, effective conditions will be provided for persuading fans and others to buy that product through psychological connection with fans. In other words, a product based on the advertising or emphasis of a social media sports influencer will have two characteristics: uniqueness and value among his fans and followers in the online space. Accordingly, marketers and stores of sports products such as mountaineering products are seeking to improve marketing programs in order to increase sales of their products, control consumer behavior and have greater coordination between the consumer and the products produced by their brand, which is being formed and developed by influencers on social media (Khosravi et al., 2023). A review of research conducted in this field indicates that despite the increasing use of the effective capacities and capabilities of "social media influencer marketing on consumer behavior", there are no precise criteria for measuring this type of marketing, and due to the new emergence of this phenomenon in the field of sports products, especially mountaineering products, deep and extensive research has not been conducted (Anggraheni & Haryanto, 2023). Accordingly, the researcher aims to design and explain the influencer marketing evaluation model based on the consumer behavior of mountaineering product users, taking into account the aforementioned issues and based on issues such as the fundamental challenge of marketers and researchers in identifying influencer marketing criteria and indicators and the lack of specialized knowledge in this field, and the measurement and evaluation model for social media influencer marketing in the field of mountaineering and sports products using the data-based method to show what the influencer marketing evaluation model is based on the consumer behavior of mountaineering product users; and how the causal conditions, background conditions, intervening conditions, strategies, and consequences of the influencer marketing evaluation model based on the consumer behavior of mountaineering product users will be explained.
Theoretical Basis
Influencer Marketing
Influencer marketing is a marketing strategy in which businesses collaborate with influential people on social networks or other platforms to introduce and sell their products, services, or brands to the influencer's audience (emad et al., 2024). Influencer marketing is not limited to a specific medium or platform, but many people recognize and apply the concept more in the social media space (pick et al., 2021).
Consumer Behavior
Consumer behavior refers to the actions of individuals or groups in acquiring, consuming, and disposing of economic goods and services, including the decision-making processes before and after these actions. Consumer behavior is the study of consumers and the processes they use to select, use (consume), and dispose of products and services, including consumers' emotional, mental, and behavioral responses. Consumer behavior includes ideas from several sciences, including psychology, biology, chemistry, and economics. Consumer behavior is the study of how individuals, groups, and organizations purchase, use, and consume ideas, goods, and services to satisfy needs and wants (Divandari et al., 2023).
Kamali et al. (2025) investigated “Factors Affecting Intention to Purchase FMCG from Online Retailers (Case Study: Kale Dairy Products)”. This research was conducted using a descriptive-survey method and structural equation modeling. The results showed that situational variables such as system quality and product familiarity have a significant effect on perceived usefulness, but they had no effect on perceived hedonicity. It was also found that perceived usefulness and hedonicity mutually affect each other and both have a positive effect on consumers’ purchase intention.
Abrood et al. (2024) investigated the “Effect of Social Media Marketing on Consumer Behavior with Respect to the Mediating Role of Brand Value”. The descriptive-correlational research method and data analysis were conducted using path analysis. The results showed that social media marketing has an effect on consumer behavior. However, entertainment did not have a significant effect on brand awareness and image, and favorable information only had a positive effect on brand image. Also, word-of-mouth marketing had a significant effect on brand awareness and image. Finally, both brand awareness and image had a positive and significant effect on brand preference and brand loyalty.
Research Method
The present study was qualitative and based on Grounded Theory. The statistical population included experts in the field of influencer marketing, faculty members, marketers, and manufacturers of mountaineering products. Twelve people were selected by purposive sampling and using the data saturation technique. Data were collected through semi-structured in-depth interviews and continued until information saturation was reached.
Data analysis was conducted using the Strauss & Corbin (1998) method and three stages of open, axial, and selective coding. In open coding, interview phrases were transformed into abstract concepts; in axial coding, concepts similar to composition and components were formed; and in selective coding, final categories including causal, contextual, intervening factors, strategies, consequences, and central phenomenon were extracted.
To increase the validity of the research, criteria of validity, reliability, verifiability, and transferability were used. The opinions of professors and colleagues were considered in reviewing the codes and analyses, and all stages of the research were documented to provide verification and replication.
Findings
The research shows that influencer marketing plays an important role in shaping consumer behavior of mountaineering products. The effect of this marketing depends on the influencer's credibility and expertise, value alignment, content quality, customer experience and knowledge, and risk perception. Effective engagement and the provision of authentic content increase trust, change brand attitudes, and purchase decisions. Strategies such as direct observation, verification, and leveraging established influencers enhance marketing effectiveness. This research provides a practical and theoretical framework for designing and evaluating influencer-based marketing.
Discussion and Conclusion
The present study aimed to design an influencer marketing model based on the behavior of consumers of mountaineering products and was conducted with a grounded theory approach. The findings showed that in the field of specialized and high-risk products such as mountaineering equipment, the success of influencer marketing does not depend solely on their reputation or number of followers, but rather on the authenticity, honesty, and effectiveness of the content produced by the influencer. Experienced consumers make their purchase decisions based on their perception of the expertise and real credibility of influencers, and their trust in the experience and technical knowledge of these people plays a central role in the effectiveness of marketing messages.
Data analysis showed that the three main factors of "perceived credibility and expertise", "value alignment", and "content quality and honesty" have the greatest impact on consumer behavior. Consumers respond positively to marketing messages when the influencer has practical experience in mountaineering, provides expert and honest content, and their ethical values ​​and lifestyle are consistent with their own. These findings are consistent with research by Anggraheni & Haryanto (2023), Yazdani Kachuei et al. (2022), and Masoumi et al. (2023), and confirm the importance of expert trust and value congruence in forming consumer loyalty and emotional attachment.
Contextual factors, including characteristics of the mountaineering community, the nature of products, and advertising saturation on social networks, as well as intervening conditions such as personal experience and knowledge, and perceived risk, play an important role in evaluating advertising messages. Consumers make their purchase decisions using strategies such as verification, comparison of different sources, and actual observation.
Finally, the final research model showed that the perception of authenticity and effectiveness of influencers’ messages is affected by causal, contextual, and intervening factors, and by adopting specific strategies, it leads to outcomes such as increased or decreased trust, changed brand attitude, and purchase decision. These results are consistent with the findings of Emad et al. (2024) and Divandari et al. (2023) and show a new dimension of trust in influencers’ experience and expertise in specialized sports markets. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract Abstract The aim of this research is to present a distribution strategy model in the food industry with an online marketing and sales approach. The present research is applicable-developmental in terms of its purpose, and a descriptive research conducted with a cross-sectional survey method in terms of data collection. The statistical population of the present research includes 420 managers, producers, and suppliers of high-consumption goods in Tehran, selected using a cluster-random sampling method. The collection tool includes a researcher-made questionnaire derived from a qualitative method. Face and content validity were used to measure the validity of the data collection tool, and Cronbach's alpha coefficient and composite reliability tests were used to measure the reliability of the data collection tool. SPSS and PLS software were used to analyze the findings. The results of structural equation analysis indicate that the extracted model is validated. After confirmatory factor analysis, the GoF criterion method was used to fit the overall model, and the model has a strong fit. All factor loading coefficients are greater than 0.4, indicating the suitability of this model. Introduction With the growth and expansion of technology, companies have turned to using online methods and channels to sell and distribute products. It is important to note that the use of online methods is not a substitute for traditional distribution and sales methods, but is used alongside them. Strategic marketing planning must be carried out in businesses in order to properly apply these methods, and this has a great impact on pricing and sales (Chen et al., 2021). Distribution is one of the four main elements of the marketing mix. Distribution is a powerful lever for product presentation by marketing managers, which determines the accessibility and trust of the supplier among customers (Yang et al., 2023). In simple terms, distribution is the delivery of the customer's desired product to the desired location at the desired time. The breadth of the distribution field, and its role in companies' marketing and their success have led to special attention being paid to this element of the marketing mix. One of the major issues and problems of the country in economic and commercial affairs is the shortcomings and weaknesses related to the distribution method. Distribution services and decisions related to distribution channels are of great importance in various organizations (Rusta et al., 2022). In developing a distribution strategy, attention should be paid to its coordination with the marketing strategy and, consequently, the business strategy. In the strategic business planning process, decisions should be made about the various channels of communication with customers, the costs and benefits of each of these channels, and the understanding of the business and customers around them. Then, a long-term strategy should be designed for market presence and communication with customers, wholesalers, or retailers of products (Cao et al., 2023). The distribution channel strategy should be designed within the framework of the marketing mix. First, marketing objectives are reviewed; then, the role of the product, price and promotion, and distribution are outlined and studied. The company should also decide on whether distribution is defensive or aggressive. If the intended distribution strategy is defensive, it should try to make its distribution as nice as that of competitors, but if the goal is aggressive distribution, it should try to make its distribution superior to that of competitors (Rusta et al., 2022). Given the above explanations, the researcher seeks to answer the question: what does the distribution strategy model in the food industry look like with an online marketing and sales perspective? Theoretical framework Distribution channel A distribution channel is a network of individuals and organizations involved in delivering a product or service from the manufacturer to the customer. Distribution channels are also known as marketing channels or marketing distribution channels (Yenipazarli, 2023). Online sales Online sales require teamwork and need the support of other forces such as senior management; especially when online sales are nationally relevant. In this regard and in implementing the online sales strategy, the company needs various forces; specialists or technical people, who can provide customers with sufficient information about the type of product and service before, during, or after the purchase. It is also very vital to have people with programming and search engine optimization (SEO) expertise. Online support people who are intended to provide customer service are also very important. That is, those who can play an important role in the way customers buy, pay online, and provide after-sales service to customers. Online sales are not completely separate from traditional sales; and support and administrative teams are also necessary. Sales analysts, who can speed up the online purchase process and send orders; finally, office staff who carry out administrative tasks are also very important (Seifbarghy & Kafshian Ahar, 2022). Seyedghafouri et al. (2025) investigated the identification of factors affecting distribution strategy in the food industry with an online marketing and sales perspective. This research was analyzed and reviewed using the scientific method of metasynthesis and by reviewing published articles; and 85 indicators were extracted based on 23 selected articles. Finally, 16 components were evaluated and identified, and the final framework was confirmed and identified by applying the total opinions of experts in the components of human factors, creating value for the customer, paying attention to the competence of managers, internal factors, external factors, management factors, opinion mining, digital marketing, environmental factors, content marketing, business strategies, complete knowledge of the internal and external environment, direct marketing, visual features, optimization, competitive performance. Riyadi et al. (2023) conducted a study entitled The Effect of Distribution Strategy and Price on Retail Purchase Decisions. This study was conducted with a survey approach in small stores and retail stores in Indonesia. Data were collected using a questionnaire and analyzed using structural equation modeling. This study showed that by changing distribution strategies by combining intensive, exclusive, and selective types, significant results were obtained in prices and purchasing decisions by customers. The main finding in this study was that implementing distribution strategies to adjust government policies was very effective in reaching customers in every corner of the city so that price adjustment and customer purchasing decisions were made continuously. Research Methodology The present study is an applicable-developmental study in terms of purpose, and descriptive in terms of data collection, conducted using a cross-sectional survey method. The statistical population of the present study included 420 managers, manufacturers, and suppliers of high-consumption goods in Tehran, selected by a cluster-random sampling method. The collection tool in the present study included a researcher-made questionnaire derived from a qualitative method. Face and content validity were used to assess the validity of the data collection tool, and Cronbach's alpha and composite reliability tests were used to assess the reliability of the data collection tool. Research findings SPSS and PLS software were used to analyze the findings. The results of structural equation analysis indicate that the extracted model is validated. After confirmatory factor analysis, the GoF criterion method was used to fit the overall model, and the model has a strong fit. All factor loading coefficients are greater than 0.4, indicating the suitability of this model. Conclusion The present study was conducted with the aim of presenting a distribution strategy model in the food industry with an online marketing and sales approach. The results of this study are consistent with the results of Seyedghafouri et al. (2025), Riyadi et al. (2023), Cao et al. (2023), Zhang et al. (2023), Sun et al. (2023), Wei & Dong (2022), Wang et al. (2023), Seifbarghy & Kafshian Ahar (2022), Honarmand (2022), Khoi & Jamili (2022), Bashokouh & beigi firoozi (2022), and Hahighi Kaffash et al. (2021). Riyadi et al. (2023) showed that by changing distribution strategies through combining intensive, exclusive and selective types, significant results are obtained in prices and purchasing decisions by customers. The main finding of this study was that implementing distribution strategies to adjust government policies was very effective in reaching customers in every corner of the city so that price adjustment and customer purchasing decisions were made continuously. According to the results of the study, the following suggestions are made: - Analyze the features, characteristics, and benefits of their product carefully. This analysis includes examining the quality, capabilities, performance, adaptability to customer needs, and competitive advantages of the product. By accurately understanding the features and benefits of the product, they can design unique strategies for marketing and selling their product. - They should accurately define their target market and segment it. They can pay attention to factors such as gender, age, geographical location, industry type, and other characteristics. By accurately defining the target market, they can design specific strategies for each customer group and improve the sales process. 

Abstract .Today, with the advancement of digital and internet, verbal marketing has found a new platform for activity. In fact, marketing in social networks has changed verbal marketing. One of the most important results of social networks is the formation of electronic verbal marketing among the members of these networks, which is considered as one of the most important applications of these networks. The phenomenon of tourism has always been important and based on the predictions made, it will become the most profitable industry in the world, and in the meantime, the field of health tourism is of great importance. Hence, the aim of this research is to investigate the role of effective factors on electronic word of mouth marketing in the growth of health tourism economy (case study: Shiraz city). Descriptive research is a survey. The statistical sample of the research included 56 health tourists from Shiraz, who were selected and interviewed non-randomly. Data and scenarios were analyzed using fuzzy cognitive mapping technique and the research model was designed using social network analysis. In this regard, several factors are involved, among which the verbal advertising factors of users, improving the experience of tourists and increasing interaction with tourists were the most important respectively; Because they were more central. Finally, based on the obtained results, suggestions were made regarding the development of electronic word of mouth marketing in the growth of health tourism economy (case study: Shiraz city).

Abstract In the current competitive world and attracting applicants for travel destinations and their satisfaction, introducing the organization's identity, how to produce products and services, offer and distribute, the price of each product or service unit, and adjusting any changes in the marketing mix elements is the responsibility of the marketing approach. In the marketing approach, there are factors that can be used to operationalize the marketing implementation process and increase the amount of customer attraction, satisfaction, and as a result, their loyalty. Traditional marketing, whose slogan was more sales, has become obsolete, and in modern marketing, the goal is to satisfy customers and, on the other hand, to improve the quality of production and services to satisfy and please the applicants and encourage them to continue using the products and services of organizations. Organizations without a marketing and advertising unit cannot achieve much success and attract their customers through non-scientific marketing methods; that this process will not be stable and will lead to the drop of applicants. The life cycle of a product or service is through the durability and loyalty of customers and the attraction of new customers and applicants. Marketing and its agents can play an effective role in increasing and attracting customers. This article has been written in a descriptive way using library sources, scientific and research articles and the opinions of experts and specialists in this industry and the researcher's own experience.