Documents published in Scipedia

• Exploring the Role of DataDriven Culture and Marketing Innovation in Driving Brand Credibility and Loyalty: Evidence from Fisheries Startups-Explorando el rol de la cultura basada en datos y la innovación de marketing para impulsar la credibilidad y la lealtad de marca: evidencia de empresas emergentes del sector pesquero

  M. Nazeri, G. Bazaei

  Academia Revista Latinoamericana de Administracion (2025). Nazeri, M,. Bazaei, G. (2025). Academia Revista Latinoamericana de Administracion, 38, 512.

  
  

  Abstract

  Purpose- This study investigates the structural relationships between data-driven characteristics, marketing innovation, sustainability practices, and their impact on brand credibility, customer loyalty, and business performance in fisheries startups. The research is grounded in the Resource-Based View (RBV) and Dynamic Capabilities Theory, emphasizing the strategic role of data culture and innovation in startup growth. Design/Methodology/Approach-A structured questionnaire was developed based on validated measurement scales from existing literature, translated using forward–backward translation, and pre-tested with 40 respondents. Data were collected from 380 startup stakeholders in Iran's aquaculture sector. The instrument demonstrated high reliability (Cronbach’s alpha ≥ 0.81) and convergent validity (AVE ≥ 0.59). Exploratory and Confirmatory Factor Analyses (EFA/CFA) were conducted to validate the measurement model. Structural Equation Modeling (SEM) using SmartPLS was applied to test the hypothesized paths (see Figure 1). Findings-The results reveal that data-driven characteristics significantly influence marketing innovation (β = 0.35, p < 0.001). In turn, marketing innovation enhances brand credibility (β = 0.48, p < 0.001), which positively affects customer loyalty (β = 0.52, p < 0.001). Loyalty and sustainability practices both significantly contribute to business performance (β = 0.43 and 0.39, respectively; p < 0.001). All proposed hypotheses were supported, and model fit indices confirmed the robustness of the structural model. Practical Implications- This research provides actionable insights for startup managers in emerging industries, particularly in aquaculture, emphasizing the integration of data analytics, innovative marketing, and sustainability to build resilient brand performance. Originality/Value- This is among the first studies to empirically examine the integrated role of data culture, innovation, and sustainability in determining brand and performance outcomes within fisheries startups, combining theory-driven modeling with real-world entrepreneurial data.

  Abstract
  Purpose- This study investigates the structural relationships between data-driven characteristics, marketing innovation, sustainability practices, and their impact on brand [...]

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• Dynamic Interactions between Data-Driven Capabilities, Digital Transformation, and Sustainability Orientation: A Longitudinal Multi-Industry Study

  M. Nazeri, G. Bazaei.

  Administratie si Management Public (2025). Nazeri, M,. Bazaei, G. (2025). Administratie si Management Public, 44, 188- 201.https://doi.org/10.24818/amp/2025.44-11

  
  

  Abstract

  Directly shape customer behavioral outcomes. Despite theoretical advances in the field of digital transformation, the precise mechanisms linking data-driven capability (DDC) to demand-side value creation remain poorly understood. Drawing on resource-based perspectives, dynamic capabilities, and signaling theory, this study presents a mechanism-based model in which DDC shapes customer loyalty (LOY) through market innovation quality (MIQ) and brand credibility (BC), influenced by the level of sustainability authenticity (SA). The study used a two-way–two-source design; the first wave of data including DDC and SA was collected from 300 innovative and active companies in knowledge-based manufacturing and services industries (managers or marketing experts), and in the second wave, MIQ data was collected from the same managers and BC and LOY data from more than 900 customers (an average of three customers per company). Modeling with PLS-SEM showed that DDC has a significant and significant effect on MIQ (β=0.41) and MIQ significantly increases brand credibility (β=0.46). BC is also the strongest predictor of customer loyalty (β=0.52). Mediation results showed that BC plays a full mediating role in the path DDC → MIQ → BC → LOY. In addition, moderation analysis showed that sustainability authenticity strengthens the effect of MIQ on BC (β=0.14) and the effect of BC on LOY (β=0.11); meaning that market innovation and brand credibility are more effective in companies that implement sustainability in a real, transparent and consistent way with their claims. Overall, these findings suggest that the true value of data-driven capabilities is revealed when their output is delivered in the form of visible and credible market innovations, accompanied by genuine sustainability measures. By providing a simple, economical, and actionable model, this research adds to the literature on digital transformation, market innovation, and sustainable brands, and provides practical guidance for managers on the path to building sustainable loyalty.

  Abstract
  Directly shape customer behavioral outcomes. Despite theoretical advances in the field of digital transformation, the precise mechanisms linking data-driven capability (DDC) [...]

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• A Conceptual Framework for Innovative Marketing in Technology-Based Startups in the Fisheries Sector: A Mixed Approach Based on Qualitative and Quantitative Data

  M. Nazeri, G. Bazaei

  29th International conference on business management and economy researches (2025). 1

  
  

  Abstract

  The growth of startups in the fisheries industry, alongside intensifying competition, shifting consumption patterns, and market complexities, underscores the necessity of revisiting traditional marketing approaches and moving toward creative and innovative models. Despite the importance of this issue, indigenous and systematic frameworks for explaining innovative marketing in this industry remain limited. Accordingly, the present study aims to develop and articulate a comprehensive model of innovative marketing in fisheries startups. This research employs a mixed-method approach (qualitative–quantitative). In the qualitative phase, grounded theory methodology was applied, and data were collected through semi-structured interviews with 18 academic experts and experienced managers in the fisheries industry. Participants were selected using a combination of judgmental and snowball sampling, and data collection continued until theoretical saturation was achieved. In the quantitative phase, the statistical population consisted of fisheries industry practitioners, from whom 384 valid questionnaires were collected and analyzed using convenience random sampling. Structural equation modeling was employed to test the proposed model and research hypotheses. Qualitative findings revealed that the innovative marketing model in fisheries startups comprises six main dimensions: causal conditions (e.g., weak market information, limited awareness, organizational strategy, and adoption of modern advertising methods), contextual conditions (including SWOT analysis, value creation, effective customer communication, and use of social media), intervening conditions (such as health and quality standards, data sharing and advanced analytics, global markets, and changing consumption patterns), core category (training, user experience, motivational strategies, and transformation in products and services), strategies (educational content delivery, value creation, strategic evaluation, and effective customer interaction), and outcomes (such as enhanced credibility, personalized offerings, experiential and content marketing, adoption of advanced technologies, and sustainable raw materials). Quantitative results confirmed that all research hypotheses were significant at the 0.05 level, indicating good model fit and meaningful relationships among its components. Overall, findings suggest that adopting innovative marketing can play a pivotal role in enhancing brand credibility, boosting sales, strengthening innovation, creating competitive differentiation, improving performance, and attracting new customers in fisheries startups.

  Abstract
  The growth of startups in the fisheries industry, alongside intensifying competition, shifting consumption patterns, and market complexities, underscores the necessity of [...]

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