https://www.joecm.ir/ Journal of Electronic Commerce en daily 1 Tue, 24 Feb 2026 00:00:00 +0330 Tue, 24 Feb 2026 00:00:00 +0330 https://www.joecm.ir/article_241625.html The objective of this study is to examine the impact of digital marketing strategies on product promotion, with an emphasis on the role of influential advertising in the Iranian pharmaceutical industry. Given the expansion of digital technologies and the transformation of customer communication patterns, pharmaceutical companies are increasingly compelled to utilize modern marketing tools to enhance the effectiveness of their promotional activities. This research is applied in terms of purpose and employs a descriptive–survey methodology. The statistical population consists of managers and employees of Omid Darou Salamat Pharmaceutical Company, and the data were collected using a researcher-developed questionnaire based on a five-point Likert scale. Data analysis was conducted using structural equation modeling and statistical software. The findings indicate that digital marketing strategies, including social media advertising, content marketing, email marketing, and pay-per-click advertising, have a significant impact on product promotion. Moreover, influential advertising, as a key variable, plays an effective mediating role in enhancing product awareness, stimulating purchase intention, and improving purchasing performance. The results suggest that the targeted use of digital tools can lead to increased effectiveness of marketing activities and enhance the competitive position of pharmaceutical companies. Based on the findings, it is recommended that managers in the pharmaceutical industry focus on designing effective advertising messages, leveraging digital media, and adhering to ethical principles in advertising in order to improve product promotion and increase consumer trust. https://www.joecm.ir/article_242561.html In the highly competitive landscape of online shopping, visual communication plays a pivotal role in shaping consumer perceptions and influencing brand value. Among various visual elements, illustration styles have emerged as a strategic tool for conveying brand identity and enhancing user experience. This study investigates the impact of three prominent illustration styles—minimalist, realistic, and fantasy—on consumers’ perception of brand value in online retail environments. Adopting a quantitative approach, the research examines how different stylistic representations affect key dimensions of brand value perception, including perceived quality, trustworthiness, emotional engagement, and purchase intention. Data were collected through a structured questionnaire administered to users of online shopping platforms, and analyzed using statistical methods to identify significant differences across illustration styles. The findings reveal that minimalist illustrations tend to enhance perceptions of clarity, modernity, and functional value, thereby increasing trust and ease of decision-making. Realistic illustrations, on the other hand, strengthen perceptions of authenticity and product reliability, positively influencing perceived quality. In contrast, fantasy illustrations are found to significantly boost emotional engagement and brand distinctiveness, although their effect on trust varies depending on context and audience characteristics. Overall, the study highlights that the effectiveness of illustration styles is contingent upon the strategic alignment between visual design, brand positioning, and target audience expectations. The results provide practical implications for e-commerce managers and digital marketers seeking to optimize visual strategies to enhance brand value perception.