سامانه پشتیبانی خدمات اطلاعات

  اخبار و اعلانات

 آمار

تعداد نشریات161
تعداد شماره‌ها6,532
تعداد مقالات70,501
تعداد مشاهده مقاله124,113,309
تعداد دریافت فایل اصل مقاله97,217,140
محمدیان, ایوب, میرباقری, فاطمه, خانلری, امیر. (1398). شناسایی و طبقه‌بندی کاربردهای نوآورانه اینترنت اشیا در بازاریابی دیجیتال. , 11(4), 719-741. doi: 10.22059/jibm.2019.275789.3430
ایوب محمدیان; فاطمه میرباقری; امیر خانلری. "شناسایی و طبقه‌بندی کاربردهای نوآورانه اینترنت اشیا در بازاریابی دیجیتال". , 11, 4, 1398, 719-741. doi: 10.22059/jibm.2019.275789.3430
محمدیان, ایوب, میرباقری, فاطمه, خانلری, امیر. (1398). 'شناسایی و طبقه‌بندی کاربردهای نوآورانه اینترنت اشیا در بازاریابی دیجیتال', , 11(4), pp. 719-741. doi: 10.22059/jibm.2019.275789.3430
محمدیان, ایوب, میرباقری, فاطمه, خانلری, امیر. شناسایی و طبقه‌بندی کاربردهای نوآورانه اینترنت اشیا در بازاریابی دیجیتال. , 1398; 11(4): 719-741. doi: 10.22059/jibm.2019.275789.3430

شناسایی و طبقه‌بندی کاربردهای نوآورانه اینترنت اشیا در بازاریابی دیجیتال

مدیریت بازرگانی
مقاله 2، دوره 11، شماره 4، 1398، صفحه 719-741    اصل مقاله (1.03 M)
نوع مقاله: مقاله علمی پژوهشی
شناسه دیجیتال (DOI): 10.22059/jibm.2019.275789.3430
نویسندگان
ایوب محمدیان* 1؛ فاطمه میرباقری2؛ امیر خانلری3
1استادیار، گروه مدیریت فناوری اطلاعات، دانشکده مدیریت، دانشگاه تهران، تهران، ایران
2کارشناس ارشد، گروه مدیریت کسب‌وکار، دانشکده مدیریت، دانشگاه تهران، تهران، ایران
3استادیار، گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران.
چکیده
هدف: با توجه به پراکندگی پژوهش‌های قبلی، هدف این پژوهش آن است که نخست از طریق مرور سیستماتیک و تحلیل کیفی، کلیه کاربردهای نوآورانه فناوری اینترنت اشیا در بازاریابی شناسایی شود و دسته‌بندی جامع و مانعی از آنها صورت گیرد و در ادامه، از طریق تحلیل محتوای کمی، روندها و شکاف‌های این حوزه، پژوهش جدیدی معرفی شود.
روش: روش اجرای این پژوهش، روش آمیخته است. بدین ترتیب که در مرحله نخست این پژوهش برای شناسایی و دسته‌بندی کاربردها از روش فراترکیب تعداد ۲۱۵۰ مقاله شناسایی و بررسی شده است. در مرحله دوم پژوهش نیز با استفاده از روش تحلیل محتوا به تحلیل کمی و دقیق‌تر روندهای پژوهشی موجود از نظر توزیع زمانی، مکانی و موضوعی اقدام شده است.
یافته‌ها: یافته‌های این پژوهش نشان می‌دهند، کاربردهای فناوری‌های اینترنت اشیا در بازاریابی دیجیتال را می‌توان در هفت حوزه آمیخته بازاریابی شامل محصول، مکان، قیمت، ترفیع، فرایندها، شواهد فیزیکی و نیروی انسانی به‌کار برد. همچنین بر اساس تحلیل‌های کمی مشخص شد پژوهش‌های مربوط به این حوزه از روند صعودی برخوردار بوده و بیشترین کاربردها مربوط به حوزه ترفیع، حوزه محصول و پس از آن حوزه فرایندها بوده است.
نتیجه‌گیری: نتایج این پژوهش نشان داد، فناوری اینترنت اشیا پتانسیل ایجاد نوآوری در هر یک از هفت حوزه بازاریابی را دارد، اما نیاز است در آینده به‌منظور بالفعل شدن کاربردهای اینترنت اشیا از بین عناصر هفت‌گانه آمیخته بازاریابی روی عناصر نیروی انسانی، مکان، شواهد فیزیکی و قیمت‌گذاری پژوهش‌های کیفی بیشتری صورت گیرد.
کلیدواژه‌ها
اینترنت اشیا؛ بازاریابی دیجیتال؛ نوآوری؛ کاربردها
عنوان مقاله [English]
Identification and Classification of Innovative Applications of Internet of Things in Digital Marketing
نویسندگان [English]
Ayoub Mohammadian1؛ Fateme Mirbagheri2؛ Amir Khanlari3
1Assistant Prof., Department of IT., Faculty of Management, University of Tehran, Tehran, Iran.
2MSc., Department of MBA, Faculty of Management, University of Tehran, Tehran, Iran.
3Assistant Prof., Department of Business Management, Faculty of Management, University of Tehran, Tehran, Iran.
چکیده [English]
Objective
There is almost no comprehensive and integrated view of the diverse applications of Internet of Things (IoT) in digital marketing by far. Given the increasing trend of research in this field, the present study aims to systematically and scientifically integrate previous studies to identify innovative uses of IoT in digital marketing and also to provide a comprehensive classification in this field. In addition, it is expected to determine which countries are leading in the use of IoT in marketing, how the IoT technology is used in each of the marketing areas, which marketing areas are affected the most by the use of Internet of things technology, and what mechanism are applied more by the researchers in the field of marketing.
 
Methodology
This fundamental study uses both qualitative and quantitative methods. In this way, firstly, the meta-integrated approach was used to identify the applications of IoT in marketing, and thencontent analysis was used to understand the trends and hot topics in this field. In the present research, Sandlowski and Barrowso's seven-step method was used to perform the meta-integration. The study population consisted of exclusively English-language articles in the databases of Google Scholar, Science Direct, IEEE Explorer Scopus, and Emerald Insight between 2005 and November 2018. And the content analysis method was used to analyze the data.
 
Findings
Having examined and integrated the uses of IoT in all the different articles, initially the concepts encompassing the sub-applications and then the main categories that encompass the main applications are extracted into seven marketing integrated categories. Most applications have been reported in the field of promotion, as the majority of the articles have highlighted the ability of data obtained from the Internet of Things to understand customers’ behavior and personalized suggestions and advertising based on this information. The second highest contribution of IoT is reported on the applications of smart products in marketing and the changes that these products have made accordingly. The applications of Internet of Things in marketing have been investigated since 2012 onwards. In addition, product and process domains have been the first areas to propose the application of IoT technology, which makes sense given the development of intelligent products and the increasing role of IoT in process automation. On the other hand, the use of IoT in the field of human resources has recently been included in studies and has received the least number of researches which confirms the diminishing role of the human resources in the IoT era. Throughout time, Internet of Things has been used the most within the domains of products and promotions.
 
Conclusion
According to the results of this study and based on qualitative and interpretive content analysis, Internet of Things have effects on seven integrated marketing areas including product, location, price, promotion, processes, physical evidence and human resources. In terms of the impact of the Internet of Things on the product domain, the advancement of product features, product support, product quality, blending and branding of products and services can be taken into account. In terms of promotion, one can consider the use of new advertising methods and the creation of personal promotions as well as sales promotions, improvement of public relationships in marketing and direct marketing. In terms of of marketing processes, innovation in both sales processes and support and marketing research processes have attracted the attention of many companies and researchers. In terms of pricing, online data gathering and analysis have provided the opportunity to apply changing pricing methods and create diverse and effective discounts, as well as new revenue models. In terms of distribution, the Internet of Things has also been used as a new distribution channel and also for locating, especially in retails. In terms of physical evidence, the use of smart devices has also provided a more interesting customer experience. Applying IoT to human resources training and evaluating their performance have also been influenced by Internet of Things. Given the wide range of opportunities provided by IoT in marketing, it should also be noted that data protection and customer privacy are among the major threats of implementing IoT in marketing. It was even considered as a new and very important element of the marketing integration in the era of information.
کلیدواژه‌ها [English]
IOT, Internet of Things, Marketing, Innovatin, Applications
مراجع

احسانی، راضیه؛ دهدشتی شاهرخ، زهره؛ ناطق، محمد(1396). تبیین رابطه‌ قابلیت‌های بازاریابی و عملکرد مالی سازمان، مدیریت بازرگانی، 9(1)، 103-128.

ازکیا، مصطفی؛ توکلی، محمود (1385). فراتحلیل رضایت شغلی در سازمان‌های آموزشی. فصل‌نامه علوم اجتماعی، 27 (27)، 1–26.

امینی خیابانی، غلامرضا؛ خوانساری، یحیی؛ ملکی مین‎باش رزگاه، مرتضی (۱۳۹۷). ارزش‌سازی ظرفیت‌های بازاریابی با تأکید بر کارآفرینی محوری و بازارمحوری؛ نقش میانجی نگرش نوآورانه. مدیریت بازرگانی، 11 (1)، 87 -104.

رونقی، محمدحسین؛ مانیان، امیر (۱۳۹۴). ارائه چارچوب جامع پیاده‌سازی بازاریابی اینترنتی با استفاده از روش فراترکیب، مدیریت بازرگانی، ۷(۴)، 901-920.

سهرابی، بابک؛ اعظمی، امیر؛ یزدانی، حمیدرضا (1390). آسیب‌شناسی پژوهش‌های انجام‌شده در زمینه مدیریت اسلامی با رویکرد فراترکیب. چشم‌انداز مدیریت دولتی، 2(6)، 9- 24.

عاصفی‌کیا، آزاده (1392). نقش مدیریت بازاریابی محصول‌ها کشاورزی در ارتقای تولید ملی و حمایت از کار و سرمایه ایرانی. همایش ملی پدافند غیر عامل در بخش کشاورزی، جزیره قشم – آبان ماه.

محترم قلاتی، رحیم؛ موثق، مهرداد (1397). بررسی تأثیر بازارگرایی صادرات و انطباق آمیخته بازاریابی بر عملکرد صادراتی. مدیریت بازرگانی، ۱۰(1)، 165-186.

 

References

Abashidze, I., & Dkabrowski, M. (2016). Internet of Things in marketing: opportunities and security issues. Management Systems in Production Engineering, 24(4), 217–221.

American Marketing Association (2013). Definition of Marketing. Available in: https://www.ama.org/the-definition-of-marketing-what-is-marketing.

Amini Khiabani, G., Khansari, Y., Maleki Minbashrazgah, M. (2018). Value Creation for Marketing Capacities; Articulating Entrepreneurship Orientation and Market Orientation Interactions: The Mediating Role of Innovative Approach. Journal of Business Management (JBM),11(1),87-104. (in Persian)

Ardito, L., Petruzzelli, A. M., Panniello, U., & Garavelli, A. C. (2018). Towards Industry 4.0: Mapping digital technologies for supply chain management-marketing integration. Business Process Management Journal. DOI: 10.1108/BPMJ-04-2017-0088.

Asefi Kia, M. (2013). The role of agricultural product marketing management in upgrading national production and support for Iranian work and invests. Natinal Conference of Passive Defense in Agriculture 2013. Qeshm. (in Persian)

Badaracco, J., Badaracco, J. L. (1991). The knowledge link: How firms compete through strategic alliances. Harvard Business Press.

Çeltek, E. (2019). Advantages of Augmented Reality, Virtual Reality, QR Code, Near Field Communication, Geo-Tagging, Geo-Fencing, and Geo-Targeting for Marketing Tourism. In Smart Marketing With the Internet of Things (pp. 94–113). IGI Global.

Chaffey, D., & Ellis-Chadwick, F. (2012). Digital marketing: strategy, implementation and practice (Vol. 5). Pearson Harlow.

Chakraborty, D. (2018). IoT & Agricultural Marketing: A Case Study. Vivechan International Journal of Research, 9(1).

Chkoniya, V., & Mateus, A. (2019). Digital Category Management: How Technology Can Enable the Supplier-Retailer Relationship. In Smart Marketing With the Internet of Things (pp. 139–163). IGI Global.

Choi, S.M., Lee, H., Han, Y.S., Man, K. L., & Chong, W. K. (2015). A recommendation model using the bandwagon effect for e-marketing purposes in IoT. International Journal of Distributed Sensor Networks, 11(7), 475163.

Chojnacki, T., & Rykowski, J. (2018). IoT-Based Surveillance for Instant Marketing in Real Stores. In International Conference on Information Systems Architecture and Technology (pp. 366–375).

Cocco, A. (2017). How internet of things is impacting digital marketing: Samsung case: Family hub refrigerator. LUISS Guido Carli thesis. Rome.

Decker, R., & Stummer, C. (2017). Marketing management for consumer products in the era of the Internet of Things. Advances in Internet of Things, 7(3).

Ehsani, R., Dehdashti Shahrokh, Z., Nategh, M. (2017). Explaining the Relationship between Marketing Capabilities and Business Financial Performance. Journal of Business Management (JBM), 9(1), 103-128. (in Persian)

Esmaeili, S., & Aqaei, S. (2016). Smart Interactive Marketing With The Approach of The Internet of Things. In 1st International Conference on Management And Economic Cohesion In Urban Development (Vol. 6).

Feng, K. M., Pan, C. H., Zhang, G. S., Luo, D. L., Zhou, Z. W., Yang, Y. W., … others. (2006). Preliminary design for a China ITER test blanket module. Fusion Engineering and Design, 81(8–14), 1219–1224.

Gartner. (2015). Gartner says 6.4 billion connected “things” will be in use in 2016, up 30 percent from 2015. Press Release, STAMFORD, Conn., November 10, 2015. Retrieved September 8, 2016, from http://www.gartner.com/newsroom/id/3165317

Garrós Páez, A. (2018). Internet of Things as a marketing tool. University of Lleida thesis. Lleida.

Gong, W. (2016). The Internet of Things (IoT): What is the potential of the internet of things (IoT) as a marketing tool? University of Twente.

Gnimpieba, Z. D. R., Nait-Sidi-Moh, A., Durand, D., & Fortin, J. (2015). Using Internet of Things technologies for a collaborative supply chain: Application to tracking of pallets and containers. Procedia Computer Science, 56, 550–557.

Gregory, J. (2015). The Internet of Things: revolutionizing the retail industry. Accenture Strategy.

Haluk Köksal, M., & Özgül, E. (2007). The relationship between marketing strategies and performance in an economic crisis. Marketing Intelligence & Planning, 25(4), 326–342.

Hemmati, M. (2016). Analyzing the Effect of Social Internet of Things on Making the Internet Marketing Smart. Modern Applied Science, 10(9), 213.

Ho, E., & Ilic, A. (2006). Enabling Mobile-IoT Driven Marketing with High Resolution Analytic Models. Universoty of St Gallen. Zurich

Houtkooper, M. (2018). Can Internet of Things serve as an effective marketing endeavor in building brand loyalty? Wageningen University - Department of Social Sciences. Wageningen.

Ilapakurti, A., Vuppalapati, J. S., Kedari, S., Kedari, S., Vuppalapati, R., & Vuppalapati, C. (2017). Adaptive edge analytics for creating memorable customer experience and venue brand engagement, a scented case for Smart Cities. In 2017 IEEE SmartWorld, Ubiquitous Intelligence & Computing, Advanced & Trusted Computed, Scalable Computing & Communications, Cloud & Big Data Computing, Internet of People and Smart City Innovation (SmartWorld/SCALCOM/UIC/ATC/CBDCom/IOP/SCI) (pp. 1–8).

Jara, A. J., Parra, M. C., & Skarmeta, A. F. (2012). Marketing 4.0: A new value added to the Marketing through the Internet of Things. In Innovative Mobile and Internet Services in Ubiquitous Computing (IMIS), 2012 Sixth International Conference on (pp. 852–857).

Jayaram, A. (2017). Smart Retail 4.0 IoT Consumer Retailer Model for Retail Intelligence and Strategic Marketing of In-store Products. Proceedings of the 17th International Business Horizon-INBUSH ERA-2017, Noida, India.

Kannan, P. K., & others. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22–45.

Kardaras, D. K., Karakostas, B., Barbounaki, S. G., & Kaperonis, S. (2019). A Framework for Analyzing the Impact of Data Analytics and the Internet of Things on Digital Marketing. In Techno-Social Systems for Modern Economical and Governmental Infrastructures (pp. 211–240). IGI Global.

Klopper, D. E. H. (2016). The possibilities and challenges of the application and integration of   the Internet of Things for future marketing practice. University of Twente.

Landau, R., Rosenberg, N.(1986). The positive sum strategy: Harnessing technology for economic growth. National Academies Press.

Laursen, K., & Salter, A. (2006). Open for innovation: the role of openness in explaining innovation performance among UK manufacturing firms. Strategic Management Journal, 27(2), 131–150.

Liu, X., Pei, J., Liu, L., Cheng, H., Zhou, M., & Pardalos, P. M. (2017). Total Quality Management of the Product Life Cycle in an IoT Environment. In Optimization and Management in Manufacturing Engineering (pp. 163–208). Springer.

Leung, S. (2014). 5 Ways the Internet of Things Will Make Marketing Smarter. Salesforce Blog. Np, 20 Mar. 2014. Web. 27 May 2015. Https: //Www. Salesforce. Com/Blog/2014/ 03/Internet-of-Things-Marketing-Impact. Html.

Lo, F.Y., & Campos, N. (2018). Blending internet-of-things (IoT) solutions into relationship marketing strategies. Technological Forecasting and Social Change, 137, 10–18.

Maier, M. V. (2016). The Internet of Things (IoT): what is the potential of Internet of Things applications for consumer marketing? University of Twente. Enschede

Manian, A., Ronaghi, M. (2015). A Comprehensive Framework for E-marketing Implementation by Meta-Synthesis Method. Journal of Business Management, 7(4),901-920. (in Persian)

Mndebele, Z. N., & Ramachandran, M. (2017). IoT based Proximity Marketing. Proceedings of the 2nd International Conference on Internet of Things, Big Data and Security (IoTBDS), pages 325-330.

Mohammadzadeh, A.K., Ghafoori, S., Mohammadian, A., Mohammadkazemi, R., Mahbanooei, B., & Ghasemi, R. (2018). A Fuzzy Analytic Network Process (FANP) approach for prioritizing internet of things challenges in Iran. Technology in Society, 53, 124-134.

Mohtaram, R., Movasagh, M. (2018). The Study of Effect Export Market Orientation and Marketing Mix Adaptation on Export Performance (Case Study: Non-oil Exporter Firms in Tehran). Journal of Business Management,10(1),165-186. (in Persian)

Naraparaju, S., Jalapati, P., & Nara, K. (2019). Smart Poster for Tourism Promotion Through NFC Technology. In Integrated Intelligent Computing, Communication and Security (pp. 507–519). Springer.

Ng, I. C. L., & Wakenshaw, S. Y. L. (2017). The Internet-of-Things: Review and research directions. International Journal of Research in Marketing, 34(1), 3–21.

Nguyen, B., & Simkin, L. (2017). The Internet of Things (IoT) and marketing: the state of play, future trends and the implications for marketing. Taylor & Francis.

Pan, X., Ma, J., & Wu, C. (2019). Product pricing considering the consumer preference based on Internet of Things. Cluster Computing, 22(6), 15379–15385.

Pierdicca, R., Liciotti, D., Contigiani, M., Frontoni, E., Mancini, A., & Zingaretti, P. (2015). Low cost embedded system for increasing retail environment intelligence. In Multimedia & Expo Workshops (ICMEW), 2015 IEEE International Conference on (pp. 1–6).

Pinochet, L. H. C., Lopes, E. L., Srulzon, C. H. F., & Onusic, L. M. (2018). The influence of the attributes of Internet of Things products on functional and emotional experiences of purchase intention. Innovation & Management Review, 15(3), 303–320.

Rajabi, N., & Hakim, A. (2015). An intelligent interactive marketing system based-on Internet of Things (IoT). In Knowledge-Based Engineering and Innovation (KBEI), 2015 2nd International Conference on (pp. 243–247).

Remondes, J., & Afonso, C. (2019). An Overview of Main IoT Trends Applied to Business and Marketing. In Smart Marketing With the Internet of Things (pp. 245–264). IGI Global.

Rujivorakul, V., Arwatchananukul, S., & Aunsri, N. (2018). Lightweight smart screen architecture for multichannel control advertising display. In Digital Arts, Media and Technology (ICDAMT), 2018 International Conference on (pp. 238–243).

Sandelowski, M., & Barros, J. (2007). Handbook for synthesizing Qualitative Research, Springer Publishing Company Inc.

Šandi, S., Radonjić, S., Drobnjak, J., Simeunović, M., Stamatović, B., & Popović, T. (2018). Smart tags for brand protection and anti-counterfeiting in wine industry. In Information Technology (IT), 2018 23rd International Scientific-Professional Conference on (pp. 1–5).

Shah, S., & others. (2018). Product marketing in the era of Internet of Things. Massachusetts Institute of Technology. Boston.

Shankar, V., Kleijnen, M., Ramanathan, S., Rizley, R., Holland, S., & Morrissey, S. (2016). Mobile shopper marketing: Key issues, current insights, and future research avenues. Journal of Interactive Marketing, 34, 37–48.

Simões, D., Filipe, S., & Barbosa, B. (2019). An Overview on IoT and Its Impact on Marketing. In Smart Marketing With the Internet of Things (pp. 1–20). IGI Global.

Sinha, S. R., & Park, Y. (2017). Marketing Your IoT Initiatives. In Building an Effective IoT Ecosystem for Your Business (pp. 225–238). Springer.

Sohrabi, B., Azami, A., Yazdani, H. (2010). Pathology of Islamic management researches with metasynthesis method. Journal of Public Administration Perspective, 6(2), 9- 24.
(in Persian)

Solutions, A. M. (2016). The Internet of Things: Background and Marketing Impact. No. July.

Spilotro, C. E. (2016). Connecting the Dots: How IoT is Going to Revolutionize the Digital Marketing Landscape for Millennials. Undergraduate Honors Thesis. University of San Diego.

Stokes, D., Wilson, N., & Wilson, N. (2010). Small business management and entrepreneurship. Cengage Learning EMEA.

Sümer, E., Sümer, S. I., & Ougul, H. (2018). A Novel Computer Vision-Based Advertisement System for Individual Marketing. Tehnički Vjesnik, 25(5), 1485–1491.

Tavakoli, M., Azkia, M. (2005). Metasynthesis of job satisfaction in educational institutions. Journal of Social Sciences Letter, 27(27), 1- 26. (in Persian)

Taylor, M., Reilly, D., & Wren, C. (2018). Internet of things support for marketing activities. Journal of Strategic Marketing, 1–12.

Tsai, Y.-T., Wang, S.-C., Yan, K.-Q., & Chang, C.-M. (2017). Precise positioning of marketing and behavior intentions of location-based mobile commerce in the internet of things. Symmetry, 9(8), 139.

Vermesan, O., Friess, P., Guillemin, P., Sundmaeker, H., Eisenhauer, M., Moessner, K., … Cousin, P. (2013). Internet of things strategic research and innovation agenda. River Publishers Series In Communications, 7.

Webster Jr, F. E. (1992). The changing role of marketing in the corporation. The Journal of Marketing, 7-142.

Weinberg, B. D., Milne, G. R., Andonova, Y. G., & Hajjat, F. M. (2015). Internet of Things: Convenience vs. privacy and secrecy. Business Horizons, 58(6), 615–624.

Woodside, A. G., & Sood, S. (2017). Vignettes in the two-step arrival of the internet of things and its reshaping of marketing managements service-dominant logic. Journal of Marketing Management, 33(1–2), 98–110.

Yu, R. (2012). Discussion on Internet of Things technology based Internet marketing. In Computer Science & Education (ICCSE), 2012 7th International Conference on (pp. 893–895).

Yu, X., Nguyen, B., & Chen, Y. (2016). Internet of things capability and alliance: entrepreneurial orientation, market orientation and product and process innovation. Internet Research, 26(2), 402–434.

Zadtootaghaj, P., Mohammadian, A., Mahbanooei, B., & Ghasemi, R. (2019). Internet of things: A survey for the individuals' e-health applications. Journal of Information Technology Management, 11(1), 102-129.

Zarei, M., Mohammadian, A., & Ghasemi, R. (2016). Internet of things in industries: A survey for sustainable development. International Journal of Innovation and Sustainable Development, 10(4), 419-442.

 

 

آمار
تعداد مشاهده مقاله: 8,132
تعداد دریافت فایل اصل مقاله: 4,363


سامانه مدیریت نشریات علمی. قدرت گرفته از سیناوب