Spektrum Iran

Abstract Artificial intelligence (AI) is increasingly used as a key tool to redefine digital branding and customer engagement. It encompasses techniques and methods that businesses leverage to create brand value, enhance the effectiveness of customer interactions, and improve marketing strategies. The analysis of interviews indicates that AI applications—through data analysis, advanced algorithms, modeling, and other techniques—bring significant transformations in digital branding processes, while also presenting specific challenges and opportunities. Accordingly, this study focuses on identifying AI techniques, persuasive effects, transformations, and challenges associated with AI implementation in digital marketing and customer engagement. To address the research questions, this study employed a qualitative, field-based approach. Seventeen experts in AI and digital branding were purposefully selected and interviewed using semi-structured format. Participant selection focused on expertise, professional experience, and practical familiarity with AI applications in digital branding. The interviews aimed to explore experts’ experiences, perceptions, and insights regarding AI’s role and functions in branding processes. The interview data were analyzed using thematic analysis. Initially, codes were extracted from the interview transcripts. These codes were then categorized and aggregated to identify sub-themes and, ultimately, the main research themes. The findings indicate that AI applications in digital branding are primarily built on advanced computational and learning-based techniques, including scalable algorithms, machine and reinforcement learning, search and recommender systems, automation, data processing, human–computer interaction, and AI-enabled platforms. These capabilities drive major transformations to digital branding, such as more dynamic and personalized marketing activities, changes in distribution and pricing mechanisms, adaptive business strategies, enhanced decision-making and cybersecurity, improved customer experience, stronger brand positioning, the emergence of digital business models, brand globalization, and value creation. This research contributes to the limited qualitative literature examining AI functions and outcomes in digital branding by drawing on experts' lived experiences, and providing rich and practical insights for researchers and practitioners in the field.

Abstract Arbaeen,as the great religious movement is a super media, a transnational phenomenon, and a unique communication model. As a result, media coverage must be highly principled, correct, and purposeful.
In this article, titled Determining Arbaeen Media Coverage Strategies, qualitative research using grounded theory has been applied to a statistical community of media experts and specialists.
A total of 15 interviews were conducted by snowball method with saturation theory. After categorizing the propositions and coding them openly and centrally, the results reveal that the media coverage strategy can be divided into four categories: Targeting, message selection, media, and determining target audiences.
Among the key goals of the objective section are Arbaeen realism, avoidance of magnification, inclusion of political interests, pursuit of social and economic interests, awareness strategy, and persuasion strategy. In the content of the message, the attractiveness of the message, creativity, innovation, special effects, avoidance of repetition and duplicate content, and the use of attractions (logical and moral) are the main content components. The target audiences are Shiites and Muslims around the world, all religions and users, and the most important media are environmental media, domestic radio and television, social networks, and foreign media.
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