Purpose-The purpose of this study is to identify consumers called cyber-market mavens, whose viewpoints influence the attitude and behavior of other consumers. Furthermore, the research aims to create a better understanding of the antecedents and consequences of market maven behavior. Design/methodology/approach-After creating rapport with them, the participants were given a blank sheet of paper and were asked to depict a cyber-market maven together with the environment in which he/she lives and the things he/she thinks. After drawing this, the participants were interviewed to answer questions associated with the picture's elements, and thematic analysis was used to interpret the data. Findings-The data interpretation indicated seven factors that determine cyber mavenism as well as three factors affected by such behavior. Practical implications-The study is useful for e-businesses wishing to target consumers who people perceive as good sources of marketplace information and who like introducing new brands to others, to use them as powerful sources in the context of co-producing products. In addition, cyber-mavens can help e-businesses amplify their new customer acquisition efforts by indicating which customer groups they should target with referral reward programs. Originality/value-This study represents one of the first attempts to better understand how mavens behave in virtual world channels, and, by doing so, it better informs our understanding of an important group of consumers, namely cyber-mavens. The paper could be of value to marketers and advertisers who target cyber-markets.

The present research has been carried out with the aim of studying the mediating role of organizational silence on the effect of trust on organizational commitment. Its population includes all employees of Tehran Municipality with the size of 200 people. The sample size estimated to be 131 people using Cochran formula. For collecting data questionnaire is used. Cronbach alpha indicated the questionnaire reliability 0.87. For analyzing data SEM is used in form of AMOS software. Findings indicate that organizational trust effects on organizational silence and organizational silence effects on organizational commitment but there is no significant relationship between organizational trust and organizational commitment.

The purpose of this paper is to determine and prioritize factors influencing on brand equity in consumer's point of view for a case study of Samsung appliance consumers in city of Tehran, Iran. The study investigates the effects of four factors in terms of the customer's perspective, price, advertisement, family and brand image, by dimensions of brand equity, perceived quality, brand awareness, brand association, brand loyalty, on brand equity. The research method is based on a descriptive-survey research. The questionnaire includes Samsung consumers in city of Tehran, Iran. To test the hypotheses, SPSS and LISREL software packages are used. For data analysis, descriptive statistics and inferential statistical tests including structural equation modeling and path analysis are used. The results of the survey have indicated that family and brand image influence positively on brand equity but the effects of advertisement and price on brand equity were not confirmed.

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Anti-consumption is one of the challenges faced by owners of Brands and marketers. Regarding the increasing importance of this concept and the necessity for decreasing and removing its detrimental effects, this study is to answer the main question: what are the main factors affecting on anti-consumption behavior from consumers' viewpoints. Therefore, we have tried to discover factors behind this behavior from consumers' life experience. Metodology: So phenomenology approach with qualitative approach has been used. Totally 21 interviews with participants which have been selected by snowball sampling have been done. In addition to Van Monnen method, the open, axial and optional encoding for exploring concepts have been used. Finding: The findings show that key factors affecting consumer behavior in terms of priority are: consumer subjectivity, consumer culture, self-awareness, intentional non-consumption, value added tax, Marketing mix and Satisfaction. Conclution: Finally, the results of the study were compared with previous studies.