بررسی تأثیر تحولات محیطی (تغییر رفتار مصرف‌کننده) و ظرفیت‌های سازمانی بر مکانیزم‌های اجرای بذرپاشی دیجیتال برند با نقش میانجی مبانی و منطق بذرپاشی دیجیتال: مطالعه موردی گروه صنعتی آریان کیمیا تک

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Al Barwari, P., Ali, K. A. A., Mousa, K. M., & Ahmed, D. H. (2025). Innovative Marketing and Sustainable Success in SMEs with Evidence from Northern Iraq. Discover Sustainability, 6, 610.

Alinejad, J., & Bagheri, R. (2025). The Impact of Innovation in Digital Marketing on Firm Performance Considering the Mediating Role of Marketing Capability and the Moderating Role of Firm Size First National Conference on Modern Research in Management and Entrepreneurship,

Almasi, F., Mohammadifar, Y., & Jamshidi, M. J. (2024). Conceptualizing Indicators for Developing Digital Marketing Capabilities in Iran's Insurance Industry. Public Management Research, 17(63), 241-272.

Andriana, R. (2025). The Influence of Digital Marketing and Brand Trust on Customer Loyalty Through Customer Satisfaction of Food and Beverage Companies. International Journal of Education, Social Studies, and Management (IJESSM), 5(1), 214-224.

Anggraeni, A., & Dhillon, S. (2023). How Does Customer Experience in a Traditional Fast Fashion Retail Setting Influence Customer Traditional and Electronic Word-of-Mouth Intention? Proceedings of the 19th International Symposium on Management,

Assarian, M. A., Mehrani, H., Alipour Darvishi, Z., & Hassanmoradi, N. (2023). Developing a Native Social Media Marketing Model for Online Stores with a Qualitative Approach. Value Creation in Business Management Quarterly, 3(4), 201-224.

Behl, A., Jayawardena, N., Nigam, A., Pereira, V., Shankar, A., & Jebarajakirthy, C. (2023). Investigating the Revised International Marketing Strategies during COVID-19 Based on Resources and Capabilities of the Firms: A Mixed Method Approach. Journal of Business Research, 158, 113662.

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Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the Future of Digital and Social Media Marketing Research: Perspectives and Research Propositions. International Journal of Information Management, 59, 102168.

Farhang, S., & Piri, M. (2023). The Impact of Digital Orientation on Marketing Performance with the Mediating Role of Digital Marketing Capabilities in Small and Medium Virtual Businesses: A Study of SMEs in Urmia. Modern Marketing Research(51), 115-135.

Feyz, D., Modarresi, M., & Arman, M. (2025). Exploring the Role of Virtual Streamers in Building Customer Loyalty in Digital Marketing. Advertising and Sales Management, 6(3), 58-77.

Filali-Boissy, D., Jouny-Rivier, E., & Perren, R. (2025). Co-Creating Content With Brands: Insights From Influencers' Perceptions. Journal of Consumer Behaviour, 24(3), 1039-1060.

Filieri, R., Acikgoz, F., & Du, H. (2023). Electronic Word-of-Mouth from Video Bloggers: The Role of Content Quality and Source Homophily across Hedonic and Utilitarian Products. Journal of Business Research, 160.

Goldenberg, J., Lanz, A., Shapira, D., & Stahl, F. (2024). Targeting Nearby Influencers: The Acceleration of Natural Triadic Closure by Leveraging Interconnectors. Journal of Marketing, 88(5), 111-130.

Hussain, Z. (2024). Electronic Word of Mouth (eWOM) and Consumer Purchasing Behaviour: A Study in Karachi's Digital Era. In N. Singh & P. Kansra (Eds.), Digital Influence on Consumer Habits: Marketing Challenges and Opportunities. Emerald Publishing Limited.

Jafari, S. B., Mahmoudi, S. M., Soltani, M., & Ashkani, M. (2021). Presenting a Framework for Applying Seeding in Marketing. Modern Marketing Research(41), 69-90.

Javid, M., Nematizadeh, S., & Ghasemi, B. (2023). Assessing Customer Relationship Management Quality for Developing Digital Marketing Strategies in Shahr Bank. Financial Economics Quarterly, 17(63), 313-334.

Khosravi Laghab, Z., Siavashi, R., & Basir, L. (2022). The Effects of Digital Marketing on Consumer Buying Behavior: A Case Study of Digikala Online Store Customers. Business Strategies, 12(45), 1-28.

Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. John Wiley & Sons.

Liang, Z., Du, J., & Hua, Y. (2025). The Impact of Digital Marketing Capability on Firm Performance: Empirical Evidence from Chinese Listed Manufacturing Firms. Journal of Theoretical and Applied Electronic Commerce Research, 20(3), 236.

Liu, Y., Wang, X., Wang, X., Yan, L., Zhao, S., & Wang, Z. (2024). Individual-Centralized Seeding Strategy for Influence Maximization in Information-Limited Networks. Journal of the Royal Society Interface, 21(214), 2023062.

Nejad, M. G., & Amini, M. (2024). Designing Profitable Seeding Programs: The Effects of Social Network Properties and Consumer Homophily. Journal of Business Research, 173.

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Park, H. M., Kim, M., & Lurie, N. H. (2026). Seeding Social Affirmation: Influencer + Follower Seeding Strategies and the Diffusion of Online Word-of-Mouth. Journal of Marketing.

Rasouli, M., & Shahabadi, S. (2025). Identifying the Potential Market, Practical Applications, and Marketing Strategies for SMOPAD. Sport Management Studies(92), 61-80.

Sadeghi, F., & Jalali-Avar, S. (2025). Community Detection in Social Networks Using Information Diffusion, Seeding, and Deep Learning First International Conference on Advances in Artificial Intelligence in Engineering and Humanities,

Santy, R. D., & Andriani, R. (2023). Purchase Decision in Terms of Content Marketing and e-WOM on Social Media. Journal of Eastern European and Central Asian research, 10(6), 921-928.

ShiYong, Z., JiaYing, L., Wei, W., HaiJian, W., Akram, U., Lei, W., & BiQing, L. (2022). Effect of Seeding Strategy on the Efficiency of Brand Spreading in Complex Social Networks. Frontiers in psychology, 13, 876108.

Shojaei, S. H. (2024). The Impact of Digital Marketing Innovation on Firm Performance with the Mediating Role of Marketing Capability: A Study of Private Companies in Bushehr Province Fourth National Conference on Business Management, Entrepreneurship and Accounting of Iran,

Vaikunthavasan, S. (2025). Digital Marketing Capability and Performance: Moderated Mediation Approach. Sri Lanka Journal of Marketing, 11(1), 72-104.

Yaghoubi-Pour, M., Khodadad Hosseini, S. H., Jannatifar, H., & Sanavifard, R. (2024). The Impact of Strategic Thinking on Digital Marketing Excellence in Banking through Social Media and Innovation Climate. Business Management, 16(3), 596-617.

Yeo, T. E. D., Chu, T. H., & Li, Q. (2025). How Persuasive Is Personalized Advertising? A Meta-Analytic Review of Experimental Evidence of the Effects of Personalization on Ad Effectiveness. Journal of Advertising Research, 65(4), 616-631.