University of KurdistanConsumer Behavior Studies Journal2717-00048320211023..1162068FAJournal Article20220106..University of KurdistanConsumer Behavior Studies Journal2717-00048320211023Modeling of Consumer Product Sales using an Adaptive Neuro-Fuzzy Inference SystemModeling of Consumer Product Sales using an Adaptive Neuro-Fuzzy Inference System1166189410.34785/J018.2021.281FAHamidreza Nezhadali LafmejaniDepartment of Business Management, Faculty of management and accounting, Tehran University, Farabi College, Qom, IranHamidreza IraniDepartment of Business Management, Farabi Campus School of Management and Accounting, University of Tehran, Qom, IranTouraj KarimiDepartment of Industrial and technology Management, Faculty of Management and Accounting, Tehran University, Farabi College, Qom, IranMorteza SoltaniDepartment of Business Management, Faculty of Management and Accounting, Tehran University, Farabi College, Qom, IranAhmad Saffarlecturer of Tehran University Open CoursesJournal Article20200811Sales modeling is essential for businesses in today’s strongly competitive world. The sales forecasting of products under different retail format has become a major concern of companies for evaluating the circulation and competitiveness of their products. Due to the presence of a wide range of variable product characteristics, it is very complicated to model the sales of consumer products. The present study aims to design an adaptive neuro-fuzzy inference system (ANFIS) to model the sales of consumer products under different retail format. Sales were investigated based on the views of consumer product experts through the ANFIS technique. As a new technique for sales estimation, ANFIS is a combination of neural network learning and fuzzy logic generalization. The input and output criteria were determined by performing in-depth interviews with twelve sales experts and managers and collecting the average sales data of 336 products in 2019. The results indicated that ANFIS-based sales modeling could help manufacturers of consumer products more accurately forecast retail type demands. Finally, the training and testing efficiency of the proposed model was evaluated using the root mean square error (RMSE), mean absolute error (MAE), standard error of the mean (MSE), and relative absolute error (RAE).Sales modeling is essential for businesses in today’s strongly competitive world. The sales forecasting of products under different retail format has become a major concern of companies for evaluating the circulation and competitiveness of their products. Due to the presence of a wide range of variable product characteristics, it is very complicated to model the sales of consumer products. The present study aims to design an adaptive neuro-fuzzy inference system (ANFIS) to model the sales of consumer products under different retail format. Sales were investigated based on the views of consumer product experts through the ANFIS technique. As a new technique for sales estimation, ANFIS is a combination of neural network learning and fuzzy logic generalization. The input and output criteria were determined by performing in-depth interviews with twelve sales experts and managers and collecting the average sales data of 336 products in 2019. The results indicated that ANFIS-based sales modeling could help manufacturers of consumer products more accurately forecast retail type demands. Finally, the training and testing efficiency of the proposed model was evaluated using the root mean square error (RMSE), mean absolute error (MAE), standard error of the mean (MSE), and relative absolute error (RAE).University of KurdistanConsumer Behavior Studies Journal2717-00048320211023Empirical study of the "what is beautiful is good" cognitive bias: A study on consumer purchasing decisionsEmpirical study of the "what is beautiful is good" cognitive bias: A study on consumer purchasing decisions17326189810.34785/J018.2021.266FAMohammad Taghi Saeedi0000-0002-6376-154XMohammad Ali NazariProfessor, Division of Cognitive Neuroscience, Department of Psychology, University of TabrizFarshad FatemiAssistant Professor, Faculty of Management & Economics, Sharif University of TechnologyJournal Article20201017For more than a decade, researchers of Neuromarketing in the field of decision-making neuroscience have been studying the limitations, cognitive biases, and stereotypes of consumers. <br />The purpose of this study was to examine the cognitive bias of "what is beautiful is good" on consumer’s purchasing decisions. The appearance of the product is one of the most important factors in the consumer's decision to purchase a product, however, functional information might lead to a breach of expectation in the purchase decision.<br />In order to investigate this phenomenon, 40 female undergraduate students of Tabriz University were selected by convenience sampling method. In this study, 140 wearable gadgets in four categories of beautiful products and standard products, and congruent and incongruent functional information were presented, using eevoke software, in order to investigate the purchase decisions of the participants.<br />Repeated measurement analysis shows that when congruent information is provided, participants have a faster response time to a purchase decision task. The interactive effect of product appearance and information was also significant.<br />The results of this study show that information processing can be as effective as the appearance of the product. These results complement previous and recent findings on “what is beautiful is good” cognitive bias and suggest that functional information is important in interacting with product appearance in the purchasing decision process.For more than a decade, researchers of Neuromarketing in the field of decision-making neuroscience have been studying the limitations, cognitive biases, and stereotypes of consumers. <br />The purpose of this study was to examine the cognitive bias of "what is beautiful is good" on consumer’s purchasing decisions. The appearance of the product is one of the most important factors in the consumer's decision to purchase a product, however, functional information might lead to a breach of expectation in the purchase decision.<br />In order to investigate this phenomenon, 40 female undergraduate students of Tabriz University were selected by convenience sampling method. In this study, 140 wearable gadgets in four categories of beautiful products and standard products, and congruent and incongruent functional information were presented, using eevoke software, in order to investigate the purchase decisions of the participants.<br />Repeated measurement analysis shows that when congruent information is provided, participants have a faster response time to a purchase decision task. The interactive effect of product appearance and information was also significant.<br />The results of this study show that information processing can be as effective as the appearance of the product. These results complement previous and recent findings on “what is beautiful is good” cognitive bias and suggest that functional information is important in interacting with product appearance in the purchasing decision process.University of KurdistanConsumer Behavior Studies Journal2717-00048320211023The phenomenology of perceived value by shopping centers and malls’ browsersThe phenomenology of perceived value by shopping centers and malls’ browsers33566189010.34785/J018.2021.676FAShirin KhosrozadehDepartment of Business management, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, IranKambiz HeidarzadehDepartment of Business management, Science and Research Branch, Islamic Azad University, Tehran, Iran0000-0002-4592-3816Mohammad Ali AbdolvandAssistant Prof., Department of Business management, Science and Research Branch, Islamic Azad University, Tehran, Iran0000-0001-6581-5030Mohsen KhonsiavashAssistant Prof., Department of Mathematics and Statistics, Qazvin Branch, Islamic Azad University, Qazvin, IranJournal Article20191113Present study seeks to investigate the perceived value of shopping centers and malls in Iran, as well as its antecedents and consequents. Qualitative research method and hermeneutic phenomenology approach was applied to explore the lived experience of participants from browsing shopping centers and malls. On the whole, 18 men and women, at the age range of 17 to 38 years old, who used to go shopping centers three or four times a month, were selected based on snowball sampling method for further deep interview. Data were analyzed by using coding via Atlasti software. Out of a total of one thousand one hundred and eighty-eight open codes, fourty-nine categories and finally twenty-one themes were extracted. The findings indicate that, the perceived value of shopping center and mall in Iran is made up of 8 values including entertainment value, utilitarian value, social interactions value, epistemic value, escapism value, status value, economic value, and time convenience value. This study using phenomenological approach and has introduced some new categories and themes about perceived value and its antecedents from Iranian customers point of view to shopping centers and malls and hopes for managers, retailers and malls developers by recognizing the perceived value of shopping centers and malls can achieve sustainable competitive advantage.Present study seeks to investigate the perceived value of shopping centers and malls in Iran, as well as its antecedents and consequents. Qualitative research method and hermeneutic phenomenology approach was applied to explore the lived experience of participants from browsing shopping centers and malls. On the whole, 18 men and women, at the age range of 17 to 38 years old, who used to go shopping centers three or four times a month, were selected based on snowball sampling method for further deep interview. Data were analyzed by using coding via Atlasti software. Out of a total of one thousand one hundred and eighty-eight open codes, fourty-nine categories and finally twenty-one themes were extracted. The findings indicate that, the perceived value of shopping center and mall in Iran is made up of 8 values including entertainment value, utilitarian value, social interactions value, epistemic value, escapism value, status value, economic value, and time convenience value. This study using phenomenological approach and has introduced some new categories and themes about perceived value and its antecedents from Iranian customers point of view to shopping centers and malls and hopes for managers, retailers and malls developers by recognizing the perceived value of shopping centers and malls can achieve sustainable competitive advantage.University of KurdistanConsumer Behavior Studies Journal2717-00048320211023Promoting the competitiveness of pharmaceutical companies; explaining strategies to increase market share and consumer welfarePromoting the competitiveness of pharmaceutical companies; explaining strategies to increase market share and consumer welfare57786189110.34785/J018.2021.852FASeyed Najmeddin Mousavilu univ7729-6969-0002-0000Amir Ghafourian ShagerdiAssistant Professor,Faculty of Management and Accounting, Imamreza International University.0000000197802971Ali Shariat Nejadlorestan university assistant professorJournal Article20200317The present study aimed to provide competitive strategies for pharmaceutical companies using Fuzzy Delphi method. This research is a mix research with exploratory approach which in terms of quantitative and qualitative research in the field of methodology and in terms of research philosophy includes deductive-inductive research. The statistical population of this study is all pharmacies, pharmacy companies in Lorestan province. In the qualitative section, the sample members of the research using a bullet-sampling method are selected and in the quantitative part of the research, they selected by Multi-stage cluster sampling. Since the present study is a mixed research with a quantitative and qualitative approach, both the interviewing tools and the questionnaire are used simultaneously. Regarding to analyze the research data, it should be noted that for analyzing qualitative data, the coding method and the ATLAS.TI software were used, also analysis in qualitative section with fuzzy Delphi were used. The results of the research show that the powerful knowledge chain in drug production, the use of medicinal plants, the dependence of the world's pharmaceutical companies on medicines and medicinal herbs, and the existence of a monopoly on the expertise in some of the drugs produced are most effective factors influencing for competitiveness of pharmaceutical companies.The present study aimed to provide competitive strategies for pharmaceutical companies using Fuzzy Delphi method. This research is a mix research with exploratory approach which in terms of quantitative and qualitative research in the field of methodology and in terms of research philosophy includes deductive-inductive research. The statistical population of this study is all pharmacies, pharmacy companies in Lorestan province. In the qualitative section, the sample members of the research using a bullet-sampling method are selected and in the quantitative part of the research, they selected by Multi-stage cluster sampling. Since the present study is a mixed research with a quantitative and qualitative approach, both the interviewing tools and the questionnaire are used simultaneously. Regarding to analyze the research data, it should be noted that for analyzing qualitative data, the coding method and the ATLAS.TI software were used, also analysis in qualitative section with fuzzy Delphi were used. The results of the research show that the powerful knowledge chain in drug production, the use of medicinal plants, the dependence of the world's pharmaceutical companies on medicines and medicinal herbs, and the existence of a monopoly on the expertise in some of the drugs produced are most effective factors influencing for competitiveness of pharmaceutical companies.University of KurdistanConsumer Behavior Studies Journal2717-00048320211023Analysis of factors affecting the behavioral tendencies of tourists to the destination in visiting the equestrian event in Gonbad KavousAnalysis of factors affecting the behavioral tendencies of tourists to the destination in visiting the equestrian event in Gonbad Kavous79996189510.34785/J018.2021.974FAAbdul Hamid ZeytoonliAssistant Professor, Department of Sport Management, Payame Noor University, IranNemata Allah SodiLecturer, Department of Management and Accounting, Gonbad Kavous Branch, Islamic Azad University, Gonbad Kavous, IranJournal Article20200908Today, sports tourism, especially sports events, is associated with the souls of tourists. As tourists seek excitement, stress relief, and relaxation from their daily routine, attending and experiencing sporting events is one of the factors influencing tourists' behavioral tendencies when choosing a destination. Therefore, the present study investigates the factors affecting the behavioral tendencies of tourists to the destination in visiting the equestrian event to the destination. This research is of descriptive-correlation type. 400 people were selected as a simple statistical sample from the tourists present at the Gonbad Kavous equestrian sporting event in the fall of 1398. Data from this study were collected through a questionnaire. Content validity (CVR and CVI) of the questionnaire was qualitatively assessed by 10 experts, its construct validity was assessed as convergent and divergent validity and the reliability of the questionnaire was assessed using Cronbach's alpha correlation coefficient and combined reliability. Data analysis was performed by structural equation based on variance using Smart PLS software. The results of the study indicate that the behavioral tendencies of tourists to the destination have a direct effect on the satisfaction and mental image obtained from the event, respectively, and indirectly on the experience, quality of services and perceived value of the event. This means that by improving the quality of services, perceived value and desirable experience in sporting events, can improve the image and satisfaction of tourists and ultimately develop the behavioral tendencies of tourists to the destination.Today, sports tourism, especially sports events, is associated with the souls of tourists. As tourists seek excitement, stress relief, and relaxation from their daily routine, attending and experiencing sporting events is one of the factors influencing tourists' behavioral tendencies when choosing a destination. Therefore, the present study investigates the factors affecting the behavioral tendencies of tourists to the destination in visiting the equestrian event to the destination. This research is of descriptive-correlation type. 400 people were selected as a simple statistical sample from the tourists present at the Gonbad Kavous equestrian sporting event in the fall of 1398. Data from this study were collected through a questionnaire. Content validity (CVR and CVI) of the questionnaire was qualitatively assessed by 10 experts, its construct validity was assessed as convergent and divergent validity and the reliability of the questionnaire was assessed using Cronbach's alpha correlation coefficient and combined reliability. Data analysis was performed by structural equation based on variance using Smart PLS software. The results of the study indicate that the behavioral tendencies of tourists to the destination have a direct effect on the satisfaction and mental image obtained from the event, respectively, and indirectly on the experience, quality of services and perceived value of the event. This means that by improving the quality of services, perceived value and desirable experience in sporting events, can improve the image and satisfaction of tourists and ultimately develop the behavioral tendencies of tourists to the destination.University of KurdistanConsumer Behavior Studies Journal2717-00048320211023Providing a Model of Effective Components on Household Water Consumption Behavior; A Model for Consumption ImprovementProviding a Model of Effective Components on Household Water Consumption Behavior; A Model for Consumption Improvement1001166189610.34785/J018.2021.971FAMohammad NazaripourAccounting Department, University of Kurdistan, Sanandaj, Iran0000-0003-1505-1356Farzad RavandAccounting Department – Islamic Azad University- Tehran North Branch; Tehran - IranJournal Article20201113The water consumption pattern indicates the manner and amount of water consumption by the household, so that in addition to technical factors, it is also affected by human factors. In this study the effect of human factors (economic, social, cultural, moral, legal and structural) as well as demographic variables on the household water consumption pattern is studied. The present study is practical in nature and is considered as a descriptive-exploratory correlation study. The required data for tests and analysis of the hypotheses were collected through questionnaires and face-to-face interactions. The statistical population of the present study includes 391 citizens of Sanandaj. Regression analysis and structural equation modeling were used to test the hypotheses and analyze the data. According to the research results, among human factors, social, cultural and moral components have a significant effect on the pattern of household water consumption. In contrast, economic, legal and structural components do not have a significant effect on the pattern of household water consumption. Among the demographic variables, factors such as building type, shared water meter and household size have a significant effect on household water consumption pattern, while factors such as gender, age, education, income, location and automatic faucets do not have a significant effect on household water consumption pattern. Therefore, identification and management of human factors and demographic variables affecting the pattern of household water consumption is one of the necessities of today's societies.The water consumption pattern indicates the manner and amount of water consumption by the household, so that in addition to technical factors, it is also affected by human factors. In this study the effect of human factors (economic, social, cultural, moral, legal and structural) as well as demographic variables on the household water consumption pattern is studied. The present study is practical in nature and is considered as a descriptive-exploratory correlation study. The required data for tests and analysis of the hypotheses were collected through questionnaires and face-to-face interactions. The statistical population of the present study includes 391 citizens of Sanandaj. Regression analysis and structural equation modeling were used to test the hypotheses and analyze the data. According to the research results, among human factors, social, cultural and moral components have a significant effect on the pattern of household water consumption. In contrast, economic, legal and structural components do not have a significant effect on the pattern of household water consumption. Among the demographic variables, factors such as building type, shared water meter and household size have a significant effect on household water consumption pattern, while factors such as gender, age, education, income, location and automatic faucets do not have a significant effect on household water consumption pattern. Therefore, identification and management of human factors and demographic variables affecting the pattern of household water consumption is one of the necessities of today's societies.University of KurdistanConsumer Behavior Studies Journal2717-00048320211023The role of social media storytelling power in the development of Qeshm Island tourism destinationThe role of social media storytelling power in the development of Qeshm Island tourism destination1171396189210.34785/J018.2021.630FAArmin GoliPh.D. Student, Department of Business Management, Qeshm Branch, Islamic Azad University, Qeshm, Iran.0000-0003-4858-2129Ali Gholipoor SoleimaniAssistant Professor, Department of Business Management, Islamic Azad University of Rasht, Rasht, Iran.Narges DelafroozAssistant Professor, Department of Business Management, Islamic Azad University of Rasht, Rasht, Iran.Journal Article20200327The purpose of the present study is role the power of social media storytelling and measuring Its dimensions in the development of tourism destination Qeshm Island. This study has a mixed approach and is applied in terms of purpose. The statistical population in the qualitative section is 137 stories destined for Qeshm on social media, of which 108 stories were selected by judgmental sampling; In this way, first all the stories published on sites and blogs were examined to have a specific author and date of editing, as well as sites and blogs that contained tourism stories, and then these media based on Existence of communication and access to managers and their audiences, number of visits, existence of e-trust symbol were examined, and those who did not have such features were excluded from the scope of this study and only 108 stories were selected. The research strategy is narrative analysis. The method of data collection was online written stories that were analyzed through narrative analysis and thematic analysis. The identified dimensions of power of social media storytelling were presented in a thematic network and then conceptual model of this destination. The statistical population included all tourists who had read the tourism stories of this destination on social media. The results of structural equation modeling using Smart PLS software showed that all dimensions of social media storytelling included aspects of attractiveness, literary knowledge, cognitive, emotional, comparative, economic, ethical, trust and credibility aspects, tourism influences the development of their destinations.The purpose of the present study is role the power of social media storytelling and measuring Its dimensions in the development of tourism destination Qeshm Island. This study has a mixed approach and is applied in terms of purpose. The statistical population in the qualitative section is 137 stories destined for Qeshm on social media, of which 108 stories were selected by judgmental sampling; In this way, first all the stories published on sites and blogs were examined to have a specific author and date of editing, as well as sites and blogs that contained tourism stories, and then these media based on Existence of communication and access to managers and their audiences, number of visits, existence of e-trust symbol were examined, and those who did not have such features were excluded from the scope of this study and only 108 stories were selected. The research strategy is narrative analysis. The method of data collection was online written stories that were analyzed through narrative analysis and thematic analysis. The identified dimensions of power of social media storytelling were presented in a thematic network and then conceptual model of this destination. The statistical population included all tourists who had read the tourism stories of this destination on social media. The results of structural equation modeling using Smart PLS software showed that all dimensions of social media storytelling included aspects of attractiveness, literary knowledge, cognitive, emotional, comparative, economic, ethical, trust and credibility aspects, tourism influences the development of their destinations.University of KurdistanConsumer Behavior Studies Journal2717-00048320211023Evaluating Consumers' Emotional, Cognitive, and Behavioural Response to Nostalgic Stimuli in Advertising: A Mix Method StudyEvaluating Consumers' Emotional, Cognitive, and Behavioural Response to Nostalgic Stimuli in Advertising: A Mix Method Study1401716189710.34785/J018.2021.386FAShima AzimaPhD Candidate in Business Management Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, IranPejman JafariAssistant Professor Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran0000-0002-1231-4838Ali Motie NasrabadiProfessor Department of Engineering Science, Shahed University,Tehran, IranNegar SammaknejadAssistant Professor Institute for Cognitive and Brain Sciences, Shahid Beheshti University, Tehran, IranJournal Article20201004The present study aims to evaluate the effect of evoking nostalgic memories of Advertising on Consumers' Emotional, Cognitive, and Behavioral Responses. The Exploratory Sequential Mixed Method was applied in two studies to obtain the target in the research. In the first study, the data obtained from collage making and interviews with 18 participants, all born in the 1360s, were analyzed through phenomenological qualitative research methods to understand the Nostalgic stimulants that evoke nostalgic memories in the target group. In the second study, the effect of these stimuli, as an intervening variable, was investigated based on data gathered from questionnaires distributed among 200 participants divided into either experimental or control groups based on Post-Test Only Control Group Design. Results of multivariate variance analysis of research data indicate that at a 95% significance level, the mean of emotional response, attitude toward advertising, and purchase intention scores of consumers exposed to nostalgic advertising is higher than those not exposed to such advertising. Therefore, it is concluded that advertisements that have nostalgic appeal evoke more positive emotional responses, a more favorable brand attitude, and higher purchase intention. It was also found out that there is no significant difference between men and women in terms of their attitude to nostalgic advertising.The present study aims to evaluate the effect of evoking nostalgic memories of Advertising on Consumers' Emotional, Cognitive, and Behavioral Responses. The Exploratory Sequential Mixed Method was applied in two studies to obtain the target in the research. In the first study, the data obtained from collage making and interviews with 18 participants, all born in the 1360s, were analyzed through phenomenological qualitative research methods to understand the Nostalgic stimulants that evoke nostalgic memories in the target group. In the second study, the effect of these stimuli, as an intervening variable, was investigated based on data gathered from questionnaires distributed among 200 participants divided into either experimental or control groups based on Post-Test Only Control Group Design. Results of multivariate variance analysis of research data indicate that at a 95% significance level, the mean of emotional response, attitude toward advertising, and purchase intention scores of consumers exposed to nostalgic advertising is higher than those not exposed to such advertising. Therefore, it is concluded that advertisements that have nostalgic appeal evoke more positive emotional responses, a more favorable brand attitude, and higher purchase intention. It was also found out that there is no significant difference between men and women in terms of their attitude to nostalgic advertising.University of KurdistanConsumer Behavior Studies Journal2717-00048320211023Identifying the Effective Components of Anxiety Management in Consumer Behavior at the Time of Iran's Economic Sanctions with the Data Foundation ApproachIdentifying the Effective Components of Anxiety Management in Consumer Behavior at the Time of Iran's Economic Sanctions with the Data Foundation Approach1721986204710.34785/J018.2021.734FAFaezeh Abbasiph.d. Student,Department of Management, Islamic Azad University, Hamadan, IranVahid NasehifarCorresponding author, Associate professor, Department of management, Faculty of Management &Accounting, Allameh Tabatabaie University, Tehran, Iran.Tohfeh Ghobadi LamokiAssistant Prof of Business Assistant professor, Department of management, Faculty of Humanities, Islamic Azad University, Gonbad Kavoos, Iran.0000-0003-3114-9126Mostafa Rezaie RadAssistant professor, Department of management, Faculty of Management & Accounting Accounting, Booali University, Hamedan,Iran.Journal Article20210203One of the influential aspects during the economic embargo is the psychological dimension and its negative effects on the economic structure of society, which can be controlled by recognizing the principles of consumer behavior. Therefore, this study aimed to provide a model of anxiety management in consumer behavior during the economic sanctions on Iran. The approach of this research is mixed in terms of exploratory purpose and method. The statistical population of this study includes academic experts, government economic managers and business owners .Sampling was performed using non-probabilistic and purposeful snowball method and data collection was performed by conducting 20 semi-structured interviews to achieve theoretical saturation. In order to qualitatively analyze the interviews from the method of data analysis of systematic foundation and open, pivotal and selective coding, the main concepts emerged in the form of causal, contextual, pivotal, intervening, actions, strategies and consequences. The identified indicators are validated by fuzzy Delphi method and prioritized by fuzzy ride method. Findings have shown that economic and cultural variables as the main variables that cause anxiety in consumer behavior on marketing strategies and research and marketing strategies and marketing research results also affect consumer knowledge management and value creation with the consumer, which leads to learning and managing the consumer experience. In this way, anxiety in consumer behavior during economic sanctions can be controlled and managed. Also, the index of increasing people's purchasing power with increasing incomes, provided prices are stable, has the greatest degree of importance in managing consumer behavior anxiety.One of the influential aspects during the economic embargo is the psychological dimension and its negative effects on the economic structure of society, which can be controlled by recognizing the principles of consumer behavior. Therefore, this study aimed to provide a model of anxiety management in consumer behavior during the economic sanctions on Iran. The approach of this research is mixed in terms of exploratory purpose and method. The statistical population of this study includes academic experts, government economic managers and business owners .Sampling was performed using non-probabilistic and purposeful snowball method and data collection was performed by conducting 20 semi-structured interviews to achieve theoretical saturation. In order to qualitatively analyze the interviews from the method of data analysis of systematic foundation and open, pivotal and selective coding, the main concepts emerged in the form of causal, contextual, pivotal, intervening, actions, strategies and consequences. The identified indicators are validated by fuzzy Delphi method and prioritized by fuzzy ride method. Findings have shown that economic and cultural variables as the main variables that cause anxiety in consumer behavior on marketing strategies and research and marketing strategies and marketing research results also affect consumer knowledge management and value creation with the consumer, which leads to learning and managing the consumer experience. In this way, anxiety in consumer behavior during economic sanctions can be controlled and managed. Also, the index of increasing people's purchasing power with increasing incomes, provided prices are stable, has the greatest degree of importance in managing consumer behavior anxiety.University of KurdistanConsumer Behavior Studies Journal2717-00048320211023Social media marketing and consumer buying intentions; mediation of brand Image and awarenessSocial media marketing and consumer buying intentions; mediation of brand Image and awareness1992206189910.34785/J018.2021.772FANaser SeifollahiAssociate Professor, Department of University Management, Mohaghegh ArdabiliNader EskandariFaculty of Literature and Humanities, Mohaghegh Ardabili University, Iran0000-0002-2489-4526Journal Article20201120With the generalization of social commerce and the rapid growth of diverse social commerce markets, marketers must look for a variety of strategies to adapt to the tight competitive conditions in these networks and gain market share. Social media marketing is a powerful way for businesses of all sizes to reach prospects and customers. Customers are already interacting with winners through social media, and they will be lost if they do not communicate directly with their audience through social media. The purpose of this study was to investigate the effect of social media marketing on purchasing intention with the mediating role of brand image and brand awareness. The statistical population of the study consisted of dairy customers, which 384 people were selected based on Morgan table and by available sampling method to answer the questionnaire. The questionnaire used was standard and its formal and content validity was confirmed by a survey of university professors and managers of the dairy marketing department. Also convergent and divergent validity, and confirmatory factor analysis were used to assess the validity of the questionnaire. Cronbach's alpha was used to evaluate its reliability. The results of structural equation modeling test using PLS software showed that all research hypotheses have been confirmed. In other words, social media marketing has a direct effect on customers purchasing intention and through the mediator role of brand image, and brand awareness affects customers' purchasing intention.With the generalization of social commerce and the rapid growth of diverse social commerce markets, marketers must look for a variety of strategies to adapt to the tight competitive conditions in these networks and gain market share. Social media marketing is a powerful way for businesses of all sizes to reach prospects and customers. Customers are already interacting with winners through social media, and they will be lost if they do not communicate directly with their audience through social media. The purpose of this study was to investigate the effect of social media marketing on purchasing intention with the mediating role of brand image and brand awareness. The statistical population of the study consisted of dairy customers, which 384 people were selected based on Morgan table and by available sampling method to answer the questionnaire. The questionnaire used was standard and its formal and content validity was confirmed by a survey of university professors and managers of the dairy marketing department. Also convergent and divergent validity, and confirmatory factor analysis were used to assess the validity of the questionnaire. Cronbach's alpha was used to evaluate its reliability. The results of structural equation modeling test using PLS software showed that all research hypotheses have been confirmed. In other words, social media marketing has a direct effect on customers purchasing intention and through the mediator role of brand image, and brand awareness affects customers' purchasing intention.