Fatemeh Saleki Maleki, Esmat Momeni, Golnesa Galini Mogadam,
Volume 3, Issue 4 (3-2017)
Abstract
Background and Aim: This study is set to represent information search process in the selected preschool children in Tehran (namely Mahgol and Taranom) and compare the results with BAT model.
Methods: This is an Applied and comparative study with qualitative approach based on grounded theory. Research population was preschool children in Tehran from two different regions of city. Sampling was done by multi-stage and clustering purposive method. Considering the context of the society, preschools in two different regions of Tehran were selected. 20 children were selected as a sample of the study. Three groups including children, teachers and parents were studied.
Results: The results show that information search behavior in Mahgol and Taranom preschools include education, preparing, predictive behavior, curiosity and incomprehension. In comparison with BAT model, it has education of concepts instead of reading. They have shown planning, finding, gathering data and organizing behavior in doing research assignments. Defining behavior was rare and there were no evaluating behavior in comparison with BAT model. Some similar behaviors with BAT model were seen in the second stage. Happiness behavior was seen less than other behaviors. Referencing was seen in the telling stage and there was little interpreting and integrating. The same behaviors with BAT model were seen in the third stage.
Conclusion. Educating information search process to preschool children based on BAT model can enrich children’s skills in research.
Hossein Norouzi, Negin Maleki, Sajad Abdolahpour,
Volume 5, Issue 4 (3-2019)
Abstract
Background and Aim: Today, the physical presence and traditional advertising in order to compete in the market of many businesses, especially the banking industry, is not enough, and the era of competition has tended to be digital or online. The purpose of this study is to investigate the effect of social media brand engagement on brand equity, with emphasis on the moderating role of trust and its impact on brand performance among the customers of the Bank Melli Iran of Tehran Province.
Methods: In terms of the objective, the study is a descriptive work and survey in nature, an applied work in terms of usage, and a correlation work in terms of implementation. In this regard, 385 customers of the Bank Melli Iran of Tehran province responded to the questionnaire by multi-stage cluster sampling.
Results: The results of the research showed that all the factors of identity, information availability, entertainment, personalized advertisements and brand affiliation have a positive and significant effect on social media brand engagement. The results also showed that social media brand engagement have a positive and significant effect on brand equity and brand equity on brand performance. In the end, the results showed that the trust variable in the relationship between social media brand engagement and brand equity has a moderating role.
Conclusion: In order to enhance the brand performance of the Bank Melli Iran, paying attention to engaging customers through social media and increasing their trust in influencing brand engagement and brand equity is important.
