Mohammad Reza Eghbal’s research while affiliated with Islamic Azad University Sari Branch and other places

An effective digital marketing model for the medical equipment industry can not only contribute to increased sales and market share but also enhance customer trust and loyalty. Therefore, the aim of this study is to examine and test the digital marketing model in the context of customer attraction in the medical equipment industry. This study is applied in nature and, based on data collection methods, follows a descriptive-survey design. Data were collected using a standardized researcher-developed questionnaire. The statistical population consisted of medical equipment customers (physicians) in Mazandaran Province, totaling 16,802 individuals, whose opinions were utilized. The sample size was estimated to be 376 participants and was selected using a stratified sampling method. The composite reliability and reliability of each research component were subsequently calculated, with results indicating the reliability of the measurement instrument. Additionally, the questionnaire's discriminant and convergent validity demonstrated its adequacy. Data analysis was conducted using structural equation modeling with the Smart PLS4 software. The results indicated a significant positive impact of the main digital marketing themes (digital marketing tools, digital advertising, digital sales development, digital marketing content, and digital customer relationship management) on customer attraction in the medical equipment industry. The sub-themes of customer attraction in this industry included enhancing purchase intention, changing customer attitudes, and strengthening the brand.

The aim of this research is to design and present a digital marketing model for attracting medical equipment customers. This study, based on its research objectives, is applied-developmental in nature. A qualitative approach was adopted for this research, utilizing thematic analysis to develop the proposed model. The statistical population of the study consists of experts and renowned faculty members from universities. The researcher employed a snowball sampling method and achieved theoretical saturation after interviewing 15 experts and scholars in the field. The data collection method for the qualitative part was semi-structured interviews. The model design and determination of main and sub-themes were conducted using Maxqda2020 software. The findings reveal the identification of six main themes, which include digital sales development, digital customer relationship management, digital advertising, digital marketing content, digital marketing tools, and attracting medical equipment customers. Additionally, the sub-themes for the main theme of digital sales development include modern digital sales models and the necessary platforms for digital sales. The sub-themes for the main theme of digital customer relationship management include tools for digital customer relationship management and the quality of digital customer relationship management. The sub-themes for the main theme of digital advertising include digital advertising tools, features of digital advertising, and digital word-of-mouth advertising. The sub-themes for the main theme of digital marketing content include educational digital content, digital tool content, and digital content updates. The sub-themes for the main theme of digital marketing tools include multimedia marketing, social media marketing, and internet marketing. The sub-themes for the main theme of attracting medical equipment customers include enhancing purchase intention, changing customer attitudes, and strengthening the brand.

The spread of social media has created a new era for companies and brands and forcing them to explore new interactive ways to achieve and engage their consumers. The main purpose of the present study is to investigate the impact of social media marketing and electronic word-of-mouth on consumers' willingness to pay a premium due to the mediating role of brand equity and brand identity. The data were collected through a survey by simple random sampling method. Questionnaires were distributed among people who had experience in buying leather products from social networks. Structural equation modeling technique was applied to test the research hypotheses. The results exposed the process that transforms social media marketing and electronic word-of-mouth to the willingness to pay a premium. Moreover, the findings showed that electronic word-of-mouth can indirectly affect consumer behavioral responses through brand equity and brand identity and also have a direct impact on consumer decisions such as willingness to pay a premium. The study has important implications for both theory and practice. This insight could be utilized by marketers and advertisers in the formulation and implementation of effective and coherent marketing and advertising strategies.