Papers by SeyedAlireza Mirbgheri
Psychology & Marketing, 2019
This study conceptualizes the consumers' engagement with social media activation campaigns, which... more This study conceptualizes the consumers' engagement with social media activation campaigns, which are important tools in improving the interactions between brands and consumers. We offer a comprehensive definition of this construct and discuss the nature and dimensionality of it. Further, this paper reports the development and validation of a 12‐item scale for measuring the aforementioned construct. This scale development process comprises four studies. Study 1 begins by generating a pool of items and then employs both a panel of experts and some Instagram users to examine the content validity of the items. To validate the scale, this paper carries out several online surveys in subsequent studies. Study 2 uses exploratory and confirmatory factor analysis (CFA) to remove the problematic items and evaluate the dimensionality of the construct. In Study 3, we conduct iterative CFAs to purify the scale and reassess the psychometric properties of the scale. Study 4 uses structural equation modeling to test the nomological validity. Our analyses reveal that consumers' engagement with social media activation campaigns is a second‐order construct encompassing three first‐order dimensions (cognitive, emotional, and behavioral engagement). The results also support the reliability, content validity, convergent validity, discriminant validity, known group validity, and nomological validity of the engagement scale.
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Global Marketing Conference, 2018
This conceptual paper drew on the uses and gratifications theory to theorize about what drives co... more This conceptual paper drew on the uses and gratifications theory to theorize about what drives consumers to engage in social media activation campaigns. This paper proposed that satisfying the needs for integration and social interaction, personal identity, information seeking, entertainment, and utilitarian reward through a social media activation campaign can enhance consumers‘ engagement with it. Finally the way in which cognitive, affective, and behavioral engagement with such campaigns affect brand image was explained theoretically. The developed conceptual framework can help marketing managers to create engaging social media activation campaigns, thereby improving the image of their brands.
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مجله ی علمی و پژوهشی شریف
معرفی و تعریف سنجههای کاربردی و مهم مثل آمیختگی مصرفکنندگان با برند در محیط مجازی برای ارزیابی ... more معرفی و تعریف سنجههای کاربردی و مهم مثل آمیختگی مصرفکنندگان با برند در محیط مجازی برای ارزیابی ارتباطات بازاریابی در فضای دیجیتال بسیار حیاتی میباشد. در این مقاله تعریفی جامع از سازه آمیختگی مصرفکنندگان با برندها در رسانههای مجازی ارائه گردیده و رابطه بین این سازه کلیدی اما نوظهور در ادبیات بازاریابی و سازه ارزش ویژه برند به صورت تئوریک مورد مطالعه قرار گرفته است. در این تحقیق با تکیه بر تئوری نگرش نشان دادهایم که با افزایش آمیختگی با برند در رسانههای مجازی، ذهنیت مصرف کنندگان راجع به برند بهبود خواهد یافت. به عبارت دیگر، گزارههای علمی که در این مقاله تبیین میشود این است که ابعاد مختلف آمیختگی مشتری با برند در رسانههای مجازی بر ابعاد مختلف ارزش ویژه برند مشتری محور (یعنی آگاهی نسبت به برند، تصویر/تداعیات برند، کیفیت ادراک شده از برند، و وفاداری نسبت به برند) تاثیر مثبتی میگذارد.
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Sharif Journal of Industrial Engineering & Management
The growing trend of using digital media for branding purposes shows that in the near future many... more The growing trend of using digital media for branding purposes shows that in the near future many companies will spend most of their advertising budget on digital media. In order to evaluate these digital marketing communication efforts, it is vital to develop some practical indicators such as consumers' engagement with brands in the digital environment. Digital marketing professionals frequently talk about consumers’ engagement and consider engagement as one of the most important indicators for evaluating branding activities performed in the digital media. However, there is no agreement regarding the definition of engagement. In this paper, we offer a comprehensive definition of "consumers' engagement with digital branded contents" which is an emerging concept in the marketing literature.
Engagement is a multidimensional construct consists of cognitive, emotional, and behavioral dimensions. Consumers' engagement with digital branded contents is defined as the consumers’ perceived usefulness and enjoyment of these contents, as well as the consumers’ active participation (e.g., sharing a branded post on social media, commenting on a post, or creating some brand-related posts) and their depth of interaction with brand-related contents in webpages, online forums, or social media (e.g., dwell time, recency, frequency). This article also contributes to the literature by theorizing the relationship between this emerging key construct and brand equity. In other words, this paper delineates how and through which mechanism the consumers’ engagement with brands in digital media can gradually change the consumers’ mind about those brands.
Four main dimensions of consumer-based brand equity are brand awareness, brand image/associations, brand’s perceived quality, and consumers’ loyalty towards the brand. Our four propositions state that cognitive, affective, and behavioral dimensions of "consumers' engagement with digital branded contents" have a positive effect on four dimensions of consumer-based brand equity. We propose, through the lens of attitude theories, that increasing the consumers' engagement with digital branded contents will improve brand awareness, brand image, perceived quality, and brand loyalty.
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The unique characteristics of the mobile channel (e.g., high response rate, availability at anyti... more The unique characteristics of the mobile channel (e.g., high response rate, availability at anytime and anywhere, relatively low cost) and the technology savvy generation (Generation Z) compel marketers to consider mobile along with other options in the process of the marketing communication mix selection. Moreover, the mobile channel should be considered in an integrated manner along with traditional communication channels and not as a substitute for traditional channels. For facilitation of integrated marketing communication planning, a conceptual framework has been developed to help marketers understand and compare capacities of each communication. This paper also assesses 45 successful mobile marketing communication case studies looking for the rationale behind successful and failed attempts, analyzing each case study based on dimensions of the conceptual framework for evaluation of marketing communication options. We discovered a number of implicit and explicit implications that helped us formulate two decision rules: the first to help marketers decide on whether or not the mobile channel should be selected in the marketing communication mix, and the second is used in determining mobile marketing communication tools (e.g., mobile Web sites, mobile applications, SMS, MMS, etc.) to increase the chances of success based on predetermined communication objectives, kind of appeal (rational vs. emotional), and the company's industry.
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Most predictions express that mobile advertising will become a prosperous business in coming year... more Most predictions express that mobile advertising will become a prosperous business in coming years (e.g. the annually growth of 40%). In this paper, I will introduce a practical scenario for SMS advertising business model in which main SMS advertising business actors (i.e. advertiser, mobile network operator, mobile advertising agency, and end user), their roles, their potential benefits, and their revenue sources are described. Besides, I will present 10 vital elements of SMS advertising value model: (1) Ease of opting-in SMS ads, (2) Ease of opting-out SMS ads, (3) Being relevant to end users’ fields of interest, (4) Sending at the appropriate times and locations (5) Monetary incentives, (6) Having informative contents, (7) Being entertaining, (8) Limited frequency of exposure, (9) Sending at non-disturbing times, (10) Providing privacy protection. Finally, I will develop 5 research propositions in order to be used in investigating effect of vital elements of SMS advertising value model on end users’ perceived value.
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In today's dynamic and changing world of business, managers encounter the challenge of motivating... more In today's dynamic and changing world of business, managers encounter the challenge of motivating and retaining their personnel. Retention of knowledge workers is more important than that of the other staff, because organizations may lose their vital tacit knowledge if they leave their jobs. Considering the importance of this topic, in this article we try to not only identify causes why knowledge workers quit their posts, but also find strategies for avoiding this problem. For this purpose, after reviewing the literature we identified and classified seven strategies for retention of knowledge workers. Finally, the practicality of these strategies for Iranian organizations has been investigated.
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امروز، دنیای کسب و کار، دنیایی بسیار پویا و در حال تغییر است و مدیران در چنین محیط سرشار از ابهام... more امروز، دنیای کسب و کار، دنیایی بسیار پویا و در حال تغییر است و مدیران در چنین محیط سرشار از ابهام و عدم قطعیتی، با چالش ایجاد انگیزه و نگهداری کارکنان رو به رو هستند. در این بین، کارکنان دانشمحور از اهمیت به مراتب بالاتری برخوردارند؛ چرا که حامل دانش ضمنی سازمانها هستند و ممکن است با خروج از سازمان، این دارایی کلیدی را با خود بیرون ببرند. نظر به اهمیت این موضوع، در این مقاله به شناسایی علل ترک محیط کاری توسط این افراد و استراتژیهای اجتناب از آن پرداخته ميشود.
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the Management Researches in Iran Quarterly, 2015
Many companies are dependent on purchasing the required professional services (such as managerial... more Many companies are dependent on purchasing the required professional services (such as managerial, marketing, accounting, legal, and IT services) from specialist contractors. The contract between such contractors and clients forms an agency relationship, so the agency theory may be used to regulate the relationship between them. However, since the abstract knowledge is the subject of exchange between the client and professional service provider and there is a knowledge asymmetry between these two parties, the application of agency theory as it is used for traditional owner-manager agency relationship is not possible for principal-professional agent relations. In this article, we expand the agency theory to be applicable in such agency relationships. We suggest that a combination of behavior-based and outcome-based contracts be employed in principal-professional agent relationships, if possible. Moreover, we discuss why it is very hard or even impossible to have a direct control over professional service contractor and to measure the outcomes of its services. We finally propose two alternative mechanisms (1-trust and self-control, and 2-indirect control) for reducing opportunistic behaviors and solving some agency problems occurring in principal-professional agent relations.
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بسیاری از شرکتها برای پیشبرد اهداف خود نیازمند خرید خدمات حرفهای (مثل خدمات مدیریتی، بازاریابی،... more بسیاری از شرکتها برای پیشبرد اهداف خود نیازمند خرید خدمات حرفهای (مثل خدمات مدیریتی، بازاریابی، حسابداری، حقوقی، و فناوری اطلاعات) از پیمانکاران ارائه دهنده این نوع از خدمات میباشند. قرارداد بین کارفرمایان و پیمانکاران خدمات حرفهای باعث شکلگیری نوعی رابطه عاملیت میشود و لذا بکارگیری تئوری عاملیت برای تنظیم روابط بین آنها میتواند امکان پذیر باشد. اما از آنجاییکه موضوع مبادله در خرید خدمات حرفهای دانش انتزاعی میباشد و عدم تقارن دانش بین کارفرما و پیمانکار وجود دارد، نمیتوان تئوری عاملیت را به همان شکلی که رواج دارد، استفاده نمود. لذا مقاله حاضر سعی دارد از منظر نظری، تئوری عاملیت را توسعه دهد تا قابلیت بکارگیری در رابطه بین کارفرما و پیمانکار خدمات حرفهای را داشته باشد. در این مقاله پیشنهاد میشود که در صورت امکان ترکیبی از قراردادهای مبتنی بر رفتار و مبتنی بر نتیجه برای خرید خدمات حرفهای مورد استفاده قرار گیرد. همچنین در این مقاله دلایل دشواری یا غیر ممکن بودن کنترل مستقیم رفتار پیمانکار و اندازه گیری نتایج خدمات حرفهای بیان میشود؛ و دو مکانیزم جایگزین (1) اعتماد و خود کنترلی و (2) کنترل غیر مستقیم (در قالب چهار گزاره نظری) برای کاهش فرصت طلبی و حل بخشی از مسائل عاملیت در رابطه بین کارفرما و پیمانکار خدمات حرفهای ارائه میشود.
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Papers by SeyedAlireza Mirbgheri
Engagement is a multidimensional construct consists of cognitive, emotional, and behavioral dimensions. Consumers' engagement with digital branded contents is defined as the consumers’ perceived usefulness and enjoyment of these contents, as well as the consumers’ active participation (e.g., sharing a branded post on social media, commenting on a post, or creating some brand-related posts) and their depth of interaction with brand-related contents in webpages, online forums, or social media (e.g., dwell time, recency, frequency). This article also contributes to the literature by theorizing the relationship between this emerging key construct and brand equity. In other words, this paper delineates how and through which mechanism the consumers’ engagement with brands in digital media can gradually change the consumers’ mind about those brands.
Four main dimensions of consumer-based brand equity are brand awareness, brand image/associations, brand’s perceived quality, and consumers’ loyalty towards the brand. Our four propositions state that cognitive, affective, and behavioral dimensions of "consumers' engagement with digital branded contents" have a positive effect on four dimensions of consumer-based brand equity. We propose, through the lens of attitude theories, that increasing the consumers' engagement with digital branded contents will improve brand awareness, brand image, perceived quality, and brand loyalty.
Engagement is a multidimensional construct consists of cognitive, emotional, and behavioral dimensions. Consumers' engagement with digital branded contents is defined as the consumers’ perceived usefulness and enjoyment of these contents, as well as the consumers’ active participation (e.g., sharing a branded post on social media, commenting on a post, or creating some brand-related posts) and their depth of interaction with brand-related contents in webpages, online forums, or social media (e.g., dwell time, recency, frequency). This article also contributes to the literature by theorizing the relationship between this emerging key construct and brand equity. In other words, this paper delineates how and through which mechanism the consumers’ engagement with brands in digital media can gradually change the consumers’ mind about those brands.
Four main dimensions of consumer-based brand equity are brand awareness, brand image/associations, brand’s perceived quality, and consumers’ loyalty towards the brand. Our four propositions state that cognitive, affective, and behavioral dimensions of "consumers' engagement with digital branded contents" have a positive effect on four dimensions of consumer-based brand equity. We propose, through the lens of attitude theories, that increasing the consumers' engagement with digital branded contents will improve brand awareness, brand image, perceived quality, and brand loyalty.