Human Information Interaction

---

Background and Aim: Considering the importance of customer behavior, the purpose of this study is to present a local marketing model with emphasis on consumers' attitudes to purchase Iranian products with a customer information behavior approach.
 Research Method: The method of this research was data-based theory and data collection was done through semi-structured interviews. Also, the statistical population of this research has been selected from all prominent academic experts with a scientific background related to marketing management and consumer behavior, managers and experts of companies.
Results: The results of the present study show the extraction of 6 main dimensions and 32 pivotal components in the form of a paradigm model including guerrilla marketing as a central category and causal conditions (knowledge, skills and marketing), underlying factors (functional advantages). Brand and social responsibility, intervening conditions (power resources, learning-based empowerment, communication model, customer relationship and consumer nationalism), strategies (corporate communication, comprehensive strategic planning, branding, creativity and innovation, Public relations and advertising) and consequences (intensity of brand competition, resource allocation, brand perception, branding and brand credibility).
Conclusion: Guerrilla marketing needs open minds and new attitudes to create amazing vibrancy in the audience by destroying the monotony of advertising. It has also replaced experience and imagination with high advertising costs, which have been very effective and useful based on psychological positions. In this type of marketing, not only the sale of the product and service is important, but also the profit of the sale of these products is highly considered.

---

Background and Aim: Considering the importance of customer behavior, the purpose of this study was to present a local marketing model with emphasis on consumers' attitudes to purchase Iranian products with a customer information behavior approach.
Research Method: The method was grounded based theory. Data collection was done through semi-structured interviews. Population consisted of managers and supervisors of Pars Khazar Company. Sample included 14 senior managers and supervisors and sampling had been done in two dimensions of theoretical sampling and snowball sampling. The basis for concluding the interviews was theoretical saturation.
Findings: Results show the extraction of 38 codes or basic concepts from interviews, 38 core categories and 20 main themes  which is in the form of a paradigm model including:  Consumer attitudes toward service innovation, cultural component and social component as  title of central category and causal conditions (knowledge, skills and marketing), contextual factors (advantages of brand attitude functions, social responsibility and attitude towards Iranian products), intervening conditions (sources of power, learning-based empowerment, communication model, Customer Relationship and Consumer Nationalism), Strategies (Corporate Communications, Comprehensive Brand Attitude Strategy Planning, Creativity, Innovation, Public Relations, and Advertising) and Consequences (Intensity of Competition, Resources, Perception of Brand Attitude, Credibility, and Evaluation of Consumer Attitudes) From the expansion of the brand name.
Conclusion: The results was used as a first phase in examining consumers' attitudes in buying Iranian products. Also, applicable to consumer behavior experts as well as prominent academic professionals with a scientific background in marketing management. Based on the results, courtesy to official’s knowledge and skills in   marketing would provide favorable conditions to improve consumers' attitudes toward Iranian goods.

---

Objective: The study aims to explain the role of brand equity in increasing market share, based on information seeking behavior and needs in Kish commercial centers.
Method: This is applied exploratory-explanatory qualitative research. Population included branding and economics experts who were selected as a research sample by targeted snowball method of 14 people. To analyze the information related to the semi-structured interview, the content analysis method based on open coding, axial coding and selective coding based on the data theory of the foundation was used.
Findings: The results showed that marketing strategies through 5 elements of product, price, location, promotion, process management. Management factors through two components of leadership and human resource management have added value to the brand of Kish commercial centers. The added value created creates a competitive advantage. Also, environmental capabilities include: Infrastructure, technology, environmental features, security and recreation as background conditions and external factors including political-economic factors, information seeking behavior and information needs through customer information and market information as an intervener. The competitive advantage of Kish commercial centers is affected and ultimately increases the market share or in other words the development of customers and improves the financial performance of these centers.
Results: The results showed that increasing market share is a complex process and is strongly influenced by brand value added, which is affected by marketing strategies and management factors. In addition, in order for Kish commercial centers to be known as a brand, they must first gather the necessary and sufficient information about customers and then the market.