Zahra Naseri

Zahra Naseri
University of Tehran | UT · LIS

PhD in LIS

About

20
Publications
9,112
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42
Citations
Introduction
Zahra Naseri is a university scholar and received her Ph.D. from Tehran University, Iran. Her research interests include the Content Marketing, knowledge organization, and User Interface. Please to contact she by e-mail at: znaseri50@gmail.com

Publications

Publications (20)
Article
Full-text available
Customer engagement is the customer's involvement and connection with the brand. Most businesses will face serious problems in keeping customers and their loyalty and willingness to repeat purchases and recommend a service to others until this interaction is not optimally established. The objective of the current research was to measure the effects...
Article
Full-text available
Since content audiences, including libraries and information centres, are increasingly geared to digital environments and virtual networks, the production and delivery of high-quality digital content are becoming continuously important. So far, several components have been introduced by researchers for evaluating the quality of digital content gene...
Article
Full-text available
Purpose: The purpose of this meta-analysis research was to determine components and basic aspects of content marketing in order to provide a conceptual model and understand the concept of it. Methodology: This qualitative research used the Sandelowski and Barroso's seven-stage meta-synthesis methods to investigate systematic literatures. The resea...
Article
Full-text available
Chapter
بازاریابی محتوا، رویکرد جدیدی از بازاریابی الکترونیکی است (9، ص7) که با تولید و توزیع محتوای آموزشی و جذاب به دنبال جذب و حفظ مشتریان است (10، ص 8). به عبارت دیگر، سازمان یا شرکت به منظور جذب و دستیابی به مخاطبان، محتوایی مناسب با نیازها و علائق آنان به طور مستمر تولید و منتشر می‏کند با این هدف که نیازهای مشتریان را برآورده نموده و آنان را به خریدا...
Presentation
Full-text available
در این کارگاه آموزشی به فرایند قیف فروش و تولید محتوا در هر مرحله از سفر مشتری پرداخته شده است. پس از آن بر پایه مدل 2پی.دی. ام. نقشه راه بازاریابی محتوایی از مرحله برنامه ریزی تا سنجش اثربخشی فعالیتهای بازاریابی محتوایی ارائه شده است. هدف از برگزاری این کارگاه این است که کسب و کارها از جمله کتابخانه ها بتوانند با تدوین طرح بازاریابی محتوایی به روی...
Book
Full-text available
کتاب بازاریابی محتوایی: اصول، مفاهیم و فرآیندها در هفت فصل به تحریر در آمده است که به ابعاد مختلف بازاریابی محتوایی میپردازد. گرچه مخاطبان اصلی این اثر بیش از همه استارتاپ¬ها، مدیران کسب¬وکارها، کارآفرینان و بازاریابان هستند. با این حال، این اثر می¬تواند مورد استفاده پژوهشگران، علاقه¬مندان، ناشران و کتابدارانی که تمایل به استفاده از راهبردهای جدید...
Article
Full-text available
Attractive content is one of the three reasons that people follow brands on social media. Such content due to train users to purchase and convince them has great importance and marketing requires a framework and a specific model which explains the necessary processes to do it. Hence, the present study aimed to evaluate comparative survey of the con...
Article
Full-text available
The purpose of this study was to design and validate a content marketing process model based on the systematic review of the literature. The research approach of the present study was a combination of two stages. Firstly, using the meta-synthesis method, all dimensions of content marketing are identified and the research model is presented. Then, i...
Article
Full-text available
با گران شدن بسترهای سنتی تبلیغات و تغییر در رفتار مشتریان قواعد بازاریابی تغییر کرده است و کسب‏ و‏کارهای تولیدی و خدماتی مجبور به اقتباس جدیدترین گرایش‏ های بازاریابی از جمله بازاریابی محتوایی هستند. با توجه به نوظهور بودن این حوزه، ابعاد و مؤلفه‏ های آن ناشناخته باقی مانده است. از این رو، هدف این پژوهش شناسایی مؤلفه ها و ابعاد اساسی بازاریابی محتو...
Article
Full-text available
Purpose: In digital age, web applications work as machines that swallow time rapidly. A new generation tendency to use these tools for entertaining and information gathering has changed their habits in type of selected materials and reading practices. In other words, although users currently receive information from internet, they have increasingly...
Article
Full-text available
Purpose: In the digital age, web applications work as machines that swallow time rapidly. A new generation tendency to use these tools for entertaining and information gathering has changed their habits in type of selected materials and reading practices. In other words, although users currently receive information from the Internet, they have incr...
Article
Full-text available
This study aims to investigate the status of user interfaces of non-Iranian digital libraries based on social bookmarking capabilities and characteristics to use by Iranian digital libraries. This research studies the characteristics and capabilities of top digital libraries user interfaces in the world based on social bookmarking used by library u...
Article
Full-text available
This study aimed to investigate users' views regarding the understandability and predictability of labels used for representing information items (menus) in the websites of Iranian university central libraries. Library websites of 10 Iranian top-ranked universities were examined by 30 non-library graduate students. Data were collected by using semi...

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