نشریه کاوش های مدیریت بازرگانی
پیاپی 32 (تابستان 1402)

The number of consumers has grown from 7% in 2016 to 65% in 2021. The increase in consumer demand for online shopping has been exponential. Due to the expansion of online stores in online networks and the non-importation of some foreign goods in Iran, online shopping has expanded through social networks such as Instagram. As stated in the e-commerce report of 2019, social networks such as Instagram have the highest internet purchases. This study aims to investigate the role of promoting and inhibiting factors in the formation of consumers' intention to buy fashion products from Instagram social network stores. The promoting factors include utilitarian and hedonic values, and the inhibiting factors are consumer trust and privacy. Several factors may influence consumers' shopping habits, such as perception of online shopping and online store goodwill. Therefore, in the theoretical framework and the conceptual model extracted by the researcher, the research assumptions and the research questions to solve the research problem are introduced and explained. In fact, in the present study, the researcher tries to answer the basic question of ‘to what extent utilitarian values, hedonistic values, privacy and consumer trust affect the intention to buy online’. The researcher believes that the Internet can help marketers and online retailers to develop their virtual homepage, improve their sales efforts, get familiar with the purchase motives of customers, and plan accordingly.
The present study is a descriptive survey according to its subject, goal and method. The statistical population of the research is the customers of imported clothing stores on Instagram. Since the needed number of people in the community was not available, non-probabilistic sampling was used and the questionnaire was made available to people online. At the beginning of the questionnaire, it was mentioned that people who buy the clothes imported from countries like Turkey through Instagram should answer it. In this research, to evaluate the confirmatory factor analysis model, a very important indicator of the square root of the approximate error variance estimate was used. The permissible limit of this index was predicted for this model. Considering that it was less than 0.1%, it can be said that the model has a good fit, which indicates compatibility. These questions have theoretical structures. The statistical population of this study was the customers of the Instagram virtual network who bought imported goods. And the sampling was done with a non-probability method. Chu-Bentler rule was used to determine the sample size. A sample of 170 people was taken according to the dimensions of the questionnaire. To verify the validity of the measurement tool, three types of evaluation validity including content validity, divergent validity and convergent validity were evaluated. To check the fit of the overall model, there was only one criterion called GOF. The hypotheses were analyzed using the SPSS and PLS software programs.
In the current research, the influences of utilitarian, hedonistic, trust and privacy motives on the formation of attitude and intention to buy clothes online from Instagram has been investigated with the mediating role of attitude to online shopping. Almost two-thirds of the world's population has access to the Internet, so it is no surprise that the use of the Internet continues to grow. E-commerce has become an important tool in electronic businesses, and one of its important features is communication with customers and satisfying customers' needs. In online shopping, the customer and the seller usually do not meet each other in person. That is why the driving motives must be defined correctly so as not to prevent the customer from buying online. The results show that the need to establish social connection with others involves the pleasurable benefits of online shopping. This means that increasing the level of communication in e-commerce and cyberspace makes people feel better about their purchases.
Online shopping is influenced by utilitarian and hedonistic motives, of which the former is a stronger reason for consumers' online shopping and has a greater impact on their intention to search and buy online. A positive attitude towards online shopping also has a positive effect on it, and strategies such as fast delivery and attractive packaging can be used to increase the positive attitude towards online shopping.

Platform business models have recently become popular, and the success of different platforms in the world and in Iran has increased this popularity even more. Platforms have disrupted businesses globally. Online technologies empower start-ups, which will grow in size, business volume, and stock value within a few years and strike down large companies. A platform business model is a disruptive force and is capable of sweeping aside traditional businesses which are using a legacy pipeline business model. The study of platform business models became a topic of even greater interest due to the context of the COVID-19 pandemic. This global health crisis forced companies to accelerate the digital transformation process and people to live exclusively in the digital world. The platform business model is also becoming a key point of interest to many publications that presents successful platform strategies from the business reality.These issues alongside some platforms' failure in different industries show the need for field research in our country to deepen the knowledge about this concept. One of the obvious necessities of active businesses in Iran is to understand key competencies to succeed in the country's local market because of fundamental differences of Iranian platform markets from those in other countries and the developing of these competencies in their businesses. So, this research aims at two successful transactional digital platforms in Iran which were active in the online transportation market. Also, key competencies are identified and prioritized in order for a successful entry into multisided platform markets.

The methodology adopted in this research work is exploratory, and a multiple case study is done as the main approach. This has also been done by a great number of authors studying the business platforms because it makes possible for the researchersto investigate the data both within each particular situation and across situations.This research has been done in two stages. In the first stage, using the multiple case study strategy and through semi-structured interviews with executive and operational managers as well as related archival reports selected through theoretical sampling, two case studies (Tapsi and Snapp) are conducted with 17 interviews and 7 archival reports. Also, theme analysis serves to analyze the data. The interview questionnaire was presented to three experts, and their advice was applied for reliability. Retests and intra-subject methods showed the acceptable reliability of the questionnaire.In the second stage, we used the linear BWM multi-criteria decision-making method to prioritize the key competencies and gathered the data from 12 experts through a questionnaire. The experts were chosen by the snowball sampling method.

In the first stage of the research through theme analysis, eight themes were identified as key competencies for a successful entry to multi-sided platform markets. These themes include accurate pricing, human resources competencies, investors' competency in protecting the platform against regulatory ambiguities, technical support and technical issue-resolving speed, availability, proficiency in swift expansion, right timing, and user-friendliness.In the second stage, using linear BWM, these themes were prioritized and, as a result, we identified human resources as the most important competency and user-friendliness as the least important one.

With a thorough review of the result, it can be found out that, except human resources and technical support competencies that have a higher priority and user-friendliness which has a low priority, the other competencies have almost the same priority. The low priority of user-friendliness may be because of the two main functions of platforms that overshadow it, namely operation and technology; user-friendliness has a lower weight because users are mostly attracted to platforms that have higher technology and suit their needs better. The operational efficiency of the platform in reaching higher standards of service provided by suppliers for buyers and the availability of a richer pool of customers for suppliers have more crucial role in choosing the platform by users.As this research shows, in order to have a successful entry into platform markets, businesses should consider forming competent teams, offering acceptable technical support, expanding swiftly, increasing the speed of availability to their services along with accurate pricing with a user-friendly application, and entering at the right time.According to the results of this study, we suggest further studies being conducted on every competency identified to gain a better understanding of them. It is also suggested to study failing platforms like Carpino to test the reliability and importance of the competencies identified in this research.

Following environmental changes and challenges in the current century, environmental protection has become one of the concerns of consumers. While the focus of many businesses is on sustainability, corporate social responsibility and green action, some companies make false claims of greenwashing actions by environmental activities, thus seeking to gain and maintain their legitimacy and place in the minds of consumers. The concept of greenwashing appeared in the middle of the 1980s to describe abusive practices or exaggerating sustainability claims to gain market share. On the other hand, greenwashing is defined as misleading or deceptive environmental claims and disseminating false information by organizations to promote the public image of the company's environmental responsibility. The importance of paying attention to the phenomenon of greenwashing is because it not only causes confusion and doubts among consumers but also potentially eliminates the need for innovation in green products. Therefore, the present study was conducted with the aim of providing a comprehensive typology of the greenwashing measures of companies.

With the aim of providing a typology of the greenwashing practices of companies, this study has done an in-depth review of 11,718 articles in the field of greenwashing published in databases from 1986 to 2022 with a scoping review method.

With the analysis conducted on the existing typologies in 38 selected articles, a new and different and comprehensive typology of the greenwashing phenomenon is presented in this study based on four dimensions, including environmental reports, environmental performance, greenwashing levels, and the dimension of how to show environmental performance. Therefore, through combining the mentioned dimensions in the proposed model, 16 types of companies are identified under the headings of green companies and with the execution of green strategies. The include green companies claiming green strategies, brown companies executing greenwash strategies, brown companies claiming greenwash strategies, green companies executing the characteristics of green products, green companies claiming the characteristics of green products, brown companies with executional of greenwash products, brown companies claim greenwash products, green companies without executing green strategies, green companies without claiming green strategies, brown companies without executing greenwash strategies, brown companies without claiming greenwash strategies, green companies without executing the characteristics of green products, green companies without claiming the characteristics of green products, brown companies without executing greenwash products, brown companies without claiming greenwash products.

The first group, namely green companies, refers to those that have good environmental performance in line with the use of acceptable green strategies. These companies seek to display their strategies in various ways, including providing positive environmental reports. In other words, green companies seek to gain and maintain legitimacy and competition in the market by showing their green strategies. This group of companies can, thus, be named obvious strategic greenwashing companies. The second group, green companies with appropriate performance in the field of environment, present positive environmental reports and highlight their environmental strategic claims. They can be named obvious strategic greenwashing companies. Another group of green companies are operating ones with good environmental performance. They want to display the green and environmentally friendly features of their products, which is done through images and association elements. Naturalization with colors (such as green, blue) or sounds (such as the sound of the sea, birds) evokes the feeling of the naturalness of the product in people. This group of companies can be named obvious greenwashers. There are also companies operating in the markets that bring the features of their products to the attention of consumers and stakeholders through making claims in environmental reports. This category of companies can be named green companies claiming the characteristics of green products. They can also be named obvious greenwashers. The other group is green companies that, despite using appropriate environmental strategies and having an acceptable green performance, do not want to show their activities. This group of companies can be named strategic silent greenwashers. Similarly, considering the groups based on four dimensions and 16 types of companies introduced in the proposed model of this research, it is possible to distinguish the activities of companies that really have green actions from companies that have greenwashing activities and to prevent the greenwashing activities of those companies. Therefore, necessary measures should be taken in various industries and a solution should be found for the current activities of greenwash companies. The findings of this research indicate that, in order to reduce the damages of greenwashing on the consumer, the environment and other groups, this phenomenon should be considered as a kind of fraud, and the opportunities and justifications of greenwashing should be reduced. Future researchers can use this typology to identify and prevent greenwashing practices of companies active in various industries

Nowadays, in most countries of the world, small and medium industries play various roles in social, industrial and service arenas. An e-business is a system that is created with the aim of satisfying customers and facilitating the fulfillment of their orders using the Internet. Advances in technology offer countless opportunities for rapid market access nationally and internationally to small and medium-sized enterprises. Accordingly, infrastructures should be provided by the government to make it easier to use the facilities, and the relevant agencies should work together to create a safe and comfortable environment, away from strict regulations. In this way, the ground will be prepared for the development of the economy, the training of specialized man power and the employment of experts in organizations. The aim of this research is to develop the electronic businesses of small and medium enterprises in Yazd Province in the field of ceramic tiles using the fuzzy cognition mapping approach. Based on the nature of the research, responses are found to the questions ‘What factors are effective in the development of e-businesses of small and medium enterprises in the Iranian ceramic tile industry?’ and ‘What is the degree of effectiveness, influence and centrality of the factors?’

This study is descriptive in type. From a methodological point of view, it is based on the mixed research method, which was done in four stages. In the first stage, based on the results of a library study on the theoretical foundations and research background, the basic conceptual framework of electronic business in the ceramic tile industry was extracted. For this purpose, two statistical populations were sampled the first of which consisted of eight experts in the field of business management in Yazd Province. They were randomly selected and interviewed. At this stage, 18 factors were obtained by reviewing the literature and the research background, as a result of which a number of factors were removed, merged or added from the prepared list. Finally, 15 factors were approved by the experts. The second sample included 35 online sellers of ceramic tiles in Yazd Province who were selected to participate in the construction of the model. In the second stage of the qualitative modeling process, the causal map of the experts was extracted and analyzed. Then, fuzzy cognitive mapping was drawn by the Ucinet6 software. In the fourth stage, the degree of centrality, the effectiveness of specific factors, and the scenarios for the development of e-business in small and medium enterprises in Yazd Province were simulated in a case study of the ceramic tile industry, and the results were checked with the soft FCMapper1 software. The data and the scenarios were analyzed using the fuzzy cognitive mapping technique, and the research model was designed through social network analysis.

According to the research findings, the factors affecting the development of e-business in small and medium enterprises in Yazd Province (with a focus on the ceramic tile industry) include leadership and management factors, technical requirements, financial infrastructure, organizational image, product and service, supply chain, customer satisfaction, competitors and partners, suppliers, political and legal infrastructures, marketing and advertising, after-sales service, customer trust, investment, and organizational culture. Based on the degree of centrality, what tops the list is leadership and management factors as well as products and services. Also, the results of the analysis of the second scenario indicate that, since the managers of the ceramic tile industry try to have better leadership and management and do not take legal, political and legal infrastructures into account, they cannot hope for the progress and development of their business. In other words, management and leadership along with legal, political and legal infrastructures can lead to the development of businesses in the ceramic tile industry. According to the results of the third scenario, if we develop the product and service factor but do not pay attention to the value chain, the majority of the factors change in a negative direction, but the rate of change is less than that in the second scenario.

Finally, based on the results of this study, there are suggestions made for the development of electronic businesses in the ceramic tile industry, including the attendance of managers in various courses of management and leadership skills and market study. The accurate knowledge of customer needs is also pointed out in order to provide the products and services that are more tailored to the tastes of customers and, as a result, their satisfaction is guaranteed as much as possible.

The competitive conditions and the increasing changes in the demands of customers and the business environment today require companies to adapt to the changing conditions of the market and align with it in order to survive and achieve a better position. In such a situation, flexibility based on market changes, or market-focused flexibility, is not only a choice but a necessity as well. In general, according to the perspective of strategic marketing management, environmental uncertainty and market characteristics can be factors highlighting the need for flexibility based on market changes and a support for performance and competition in different fields. This means that, due to being faced with the high speed of industrial innovations, business managers must create market-focused flexibility that leads to achieving sales goals and sustainable competitive advantage. However, companies need resources and capabilities to create market-focused flexibility. Therefore, examining the factors that affect market-oriented flexibility can help to create, maintain and develop this important advantage. In this regard, the present research was conducted with the aim of investigating the effect of dynamic marketing capabilities on market-focused flexibility with the mediating effect of financial resources and spatial configuration variables.

This research is applied in terms of purpose, descriptive-survey in terms of method and nature, and based on a quantitative research approach. The statistical population of the research was composed of all the managers and marketing experts of the companies located in the industrial towns of Lorestan Province that had at least two years of exportation activity. There were totally 22 export companies located in seven cities of the province, and 110 people worked in the mentioned positions and had the most information about the subject of the research. Due to the limited statistical population of the research, a total of 90 people were selected as the statistical sample by using the simple random sampling method and Cochran's formula. The data collection tool of the current research was the standard questionnaire designed with 36 questions or items. The validity of the questionnaire was confirmed through the content validity method and its reliability with Cronbach's alpha method. It was given to all the people in the statistical sample, out of which 84 completed the questionnaire. In order to analyze the data collected from these people, demographic data analysis was done using the SPSS software version 24, and the data analysis was done in order to test the hypotheses using the partial least square method and the Smart PLS software version 3.

In this research, the impact of dynamic marketing capabilities on market-oriented flexibility was investigated by explaining the mediating role of financial resources and spatial configuration. This was conducted as a case study in the export companies located in the industrial towns of Lorestan Province. The results of the research indicate that dynamic marketing capabilities have a positive and significant effect on market-oriented flexibility. Also, financial resources and spatial configuration each separately have a positive and significant effect on market-oriented flexibility. In the present study, the mediating role of financial resources and spatial configuration was also confirmed. Therefore, in addition to the direct effect, dynamic marketing capabilities have a positive and significant effect on market-oriented flexibility indirectly along with the mediating role of two variables, financial resources and spatial configuration. In fact, it was investigated whether companies can improve their market-focused flexibility through the use of dynamic marketing capabilities directly and through the mediation of financial resources and spatial configuration indirectly. As the results obtained from the inferential statistics show, all the hypotheses of the research have been confirmed and, therefore, the answer to the above question is positive.

As a general result, by creating and using dynamic marketing capabilities, managing financial resources and proper spatial configuration, the market-focused flexibility of export companies has increased and led to better and greater adaptation to changing market conditions. In fact, in today's changing and competitive conditions, all companies, especially those active in exports, like the one in this study, if flexible according to the perspective of strategic marketing management, will have better conditions to respond and adapt to the uncertainties of the business environment. Therefore, it is necessary for business managers to pay special attention to influencing factors such as dynamic marketing capabilities, financial resources and appropriate spatial configuration to create and reinforce different types of market-focused flexibility.

Entering the third millennium has increased the complexity of businesses. The use of new technologies has turned the age of communication into the age of trans-communication. Even now, games and game-related technologies have become an important part of everyday life and are expanding rapidly as media. Travel and tourism agencies, in most cases, sell tour packages with the characteristic of vacation packages, so they need a strong and significant insight in travel marketing and travel planning as well as pre-factors such as understanding customer engagement, increasing brand awareness and loyalty, and improving marketing efforts. Therefore, the problem of this research is how to explain the situation and combine the basic structures of tourism marketing and behavior and customer and brand engagement with the adoption of gamification technology. As stated, gamification is the game techniques of setting rules and arrangements of resources and business plans to design behaviors, develop skills, interact with people, and influence people's motivation or participation to solve complex problems and perform specific actions or entertainments. Accordingly, the most important research gap in this research is to use gamification technology in the development of businesses, especially travel agencies, to review concepts such as brand awareness, brand loyalty, and customer engagement in order to motivate tourists. The use of gamification elements can motivate tourists, take them out of boring tours, and increase their engagement with tours. In this way, a competitive advantage can be gained for tourism agencies. Considering the spread of the corona disease in the country over the past few years and the closure of tours during this period, which has caused a decrease in the number of tourists, the concept of gamification can create a new spirit in tourism and travel agencies can take an effective step in this positive direction through gamification technology. The purpose of this research is to explain the technology of gamification in business development, especially the rules of gamification technology for companies in foreign and interactive marketing.

This article explains gamification technology in businesses development. The research is a descriptive survey of correlation type in terms of data collection and applied in terms of purpose. The statistical population was the employees (300 people) of Tourism of Kermanshah Province who used travel agencies several times a year. Of them, 169 people were selected using Cochran's formula in a stratified coincidence method. The acceptance of technology questionnaire consisted of 14 questions, the gamification questionnaire had 3 questions, a brand awareness questionnaire made by the researcher had 5 questions, a questionnaire on loyalty to the brand developed by the researcher contained 4 questions, and the customer engagement questionnaire included 4 questions. They were used as the main data collection tools. The basis of the measurement scale was the five-point Likert scale. To confirm the validity, tests of convergent validity and divergent validity were carried out, and three criteria (factor loadings, Cronbach's alpha coefficient and composite reliability coefficient) were used to confirm the reliability. To examine the research hypotheses, structural equations modeling was done with the partial least squares method. This method is a combination of principal component analyses, which relates indicators to latent variables, and path analysis and creates a system of latent variables. The software used in this research was SMART-PLS.

As the testing of the hypotheses showed, the factors of hope for performance, hope for effort, social influence and facilitation of conditions affect the acceptance of gamification technology. Also, customer engagement has a significant effect on brand awareness and brand loyalty, and brand awareness has a direct and significant effect on brand loyalty. Finally, customer engagement can play a mediating role in the influence of technology adoption on brand awareness and loyalty as well as in the influence of brand awareness on brand loyalty.

The purpose of this research was to explain gamification technology in businesses development. With the designed model, travel agencies can use gamification to increase customer engagement and achieve brand awareness and loyalty in tourism.

Considering the conditions of the new era, the topic of two-way interactions and co-creation has become increasingly important to enhance service quality and maintain or create value for customers. As the end users of products and services, customers are the most valuable source of information and new ideas for business products and services. Customer participation in new product development is a way to listen to what customers want and respond to their needs. As a result, it helps to understand the obvious and hidden needs of customers and produce quality products according to customers' tastes. Although the participation of customers in production and service activities in the company's process is not a new concept, an analysis of the intention to co-produce and participate in the future can simultaneously influence the intention to co-create business value leading to business profit. It has not been investigated in the literature of marketing and information systems. It should be noted that co-production refers to the participation of customers in the product development process, while co-creation pays attention to the commitment of customers towards the product improvement process. In addition, an interesting field of special interest for studying value co-creation processes is e-commerce. The idea that customers and firm resources must be considered jointly to properly explain perceived value is attractive, especially in e-commerce. This type of business expresses the exchange of services with services, which leads to the integration of resources and the creation of common value. One of the main drivers in the knowledge-based economy is technological companies that provide a platform for the development of emerging technologies and create high-skilled employment. Science and technology parks are the institutions that support technological companies. Therefore, considering the existing research gap, the main question of the current research is how the intention of co-production and the intention of participating in the future of customers can simultaneously influence the intention of co-creating business value in the field of e-commerce. Another question is ‘will it affect technology companies based in Kerman Science and Technology Park?’

This research is applied in terms of its purpose. Because it describes the situation of the studied society through a field survey, it is classified as a descriptive-survey research. In order to collect the data and measure different dimensions of the model, a questionnaire was used. The statistical population of the research was all the managers and vice presidents of the technology companies based in Kerman Science and Technology Park. Due to their unlimited population in the year 2021, the desired sample was selected by a simple random sampling method. The sample of this research was 520 people. Cochran's formula was used to determine the sample size, and 221 people were selected. Finally, by adding to the sample size and many follow-ups, 230 acceptable questionnaires were examined. A 5-point Likert scale was used in the questionnaire. Due to the use of this standardized questionnaire, there was no need to confirm its content validity. In the current research, Cronbach's alpha coefficient was used to measure the reliability of the questionnaire. This was done using the SPSS software. Cronbach's alpha coefficient of the whole questionnaire was 0.882. Because this value was higher than 0.7, it is concluded that the mentioned questionnaire has good reliability. In order to test the hypotheses and fit the proposed model, SPSS and SMART PLS were used, and the analysis of variance examined the statistical population.

The purpose of this research is to investigate the factors affecting the intention to co-create value in e-commerce. According to the managers and vice-presidents of the technology companies located in Kerman Science and Technology Park, Customer recognition and communication have positive and significant effects on the intention of joint production as well as customer experience (with the two dimensions of personalization and relative advantage). Also, customer empowerment affects the intention to participate in the future. Finally, the two variables of joint production intention and the intention to participate in the future have positive and significant effects on the intention of value co-creation.

In general, the findings of this research help to understand how co-production activities and customer participation in the business process create the possibility of increasing co-creation of value, which ultimately brings profitability to enterprises.

The challenge that the stores in social networks face today is that, after receiving products, customers give their feedbacks to the store and on the social network. However, it is not clear whether this requires strengthening the quality of the relationship between the store and the customers. It is expected that the customers who have a favorable relationship with the store will be willing to support the store. If they see any defects in the service or have a suggestion for improvement, they will discuss it with the store. Also, it is not clear whether customers' price sensitivity changes the effect of relationship quality on their behavioral intentions or not. If there is sensitivity to the price, the stores should pay attention to the cost-effectiveness of the purchase, instead of increasing the cost for the customer. This research proposes a framework in which social media marketing activities and customer experience are considered as a prerequisite for relationship quality. In addition, the perceived relationship quality affects the responses and intentions of customers, which is moderated by the prices offered by the store.

This research is an applied and correlational study. The statistical population consists of the customers of a women's clothing store on the Instagram (about 450 people), and the sample size is 207 individuals selected by a simple random method. The data collection tool is an electronic questionnaire with confirmed content and structure validity as well as adequate reliability. All the variables have composite reliability and Cronbach's alpha coefficients above 0.7. Also, the AVE coefficients for customer experience and relationship quality are more than 0.5. For other variables, it has a slight difference with 0.5; thus, the convergent validity is acceptable. The square root of AVE for all the variables is greater than the correlation of that variable with the others, which confirms its divergent validity. Finally, the value of the factor loading for all the items is significant. In order to check the hypotheses, the structural equation modeling method is used with the Amos software.

The results show that the customer experience and social media marketing activity have impacts on both relationship quality and customer intentions. Also, relationship quality affects customer intentions; as a result, relationship quality plays a mediating role between social media marketing activities and customer experience with customer intentions. In addition, the role of price sensitivity as a moderating variable in how relationship quality affects customer intentions was confirmed. In details, the path coefficient of social media marketing activity for the relationship quality is equal to 0.296, and the t-statistic is 4.413. Therefore, the hypothesis is confirmed. The path coefficient of the influence of social media marketing activity on customer intentions is 0.242, and the t-statistic is 2.97. Therefore, the hypothesis is confirmed. The path coefficient of the effect of customer experience on relationship quality is 0.726, and the t-statistic is 6.554. Therefore, the hypothesis is confirmed. The path coefficient of the effect of customer experience on customer intentions is 0.286, and the t-statistic is 2.142. Therefore, the hypothesis is confirmed. The path coefficient of the effect of relationship quality on customer intentions is 0.333, and the t-statistic is 2.457, so the hypothesis is confirmed. The path coefficient of the mediating role of relationship quality in how customer experience affects customer intentions based on the Sobel test is 0.241, and the t-statistic is 2.99. The hypothesis is thus confirmed. The path coefficient of the mediating role of relationship quality in the effect of social media marketing activities on customer intentions based on the Sobel test is 0.098, and the t-statistic is 2.83; therefore, the hypothesis is confirmed. Finally, the path coefficient of the moderating role of price sensitivity in how relationship quality affects customer intentions is 0.265 and negative. Also, the t-statistic is -4.78, which means that the hypothesis is confirmed.

Customer intention is often interpreted as the purchase intention or the reason for the customer's move towards buying. However, it can be much more than the reason for a call or a chat or purchase; it includes engagement intention, loyalty intention, and purchase intention. In this regard, social media can encourage people to buy and participate by providing appropriate marketing activities. In addition, social media is an important aspect of sustainable marketing strategies to support positive customer behavior. Therefore, creating marketing content in social media is a challenge for companies because they must be able to adjust the marketing content to the personal preferences of the customer or the preferences of the target community in order to improve the quality of the relationship with the store. Considering that price sensitivity is the extent to which the price of goods and services affects the customers' willingness to buy them, the fairness of the price affects the price sensitivity. Of course, higher prices are necessary to maximize profits, but it can negatively affect price-sensitive customers, resulting in reduced sales.

Cyber-loafing, which refers to the use of the Internet for personal use at work is a serious challenge for organizations due to the disruption in achieving organizational goals. In recent months, with the COVID-19 conditions and the fluctuations of various economic markets in Iran, cyber-loafing is highly common among the employees of Iranian organizations. On the other hand, using Internet resources has become necessary for all organizations to do part of their business processes. Effective use of Internet resources can lead to various positive results, such as reduced operating costs, effective communication between employees, and better job performance (Anandarajan et al., 2004). Ideally, the Internet is expected to be a tool to facilitate the job performance of employees. However, the Internet can also be used as an inappropriate tool that leads to reduced performance (Moody & Siponen, 2013). According to Kwai and Su (2017), employees spend about 20-24% of their working time on the Internet (Koay & Soh, 2017). This organizational behavior has led to a i30-40% reduction in employee productivity and costs organizations $750 annually (Ugrin et al., 2018). Therefore, dealing with deviant behaviors in organizations is of considerable importance.Many researchers have addressed the causes and roots of cyber-loafing and paid attention to the antecedents of this behavior. A review of the background of cyber-loafing shows that most of the research in this field has mainly focused on organizational attitudes, behaviors and policies (Liberman et al., 2011; Pindek et al., 2018; Soral et al., 2020). But there is a theoretical gap to examine the mechanisms of supervision and especially abusive supervision in cyber-loafing (Lim et al., 2020).Abusive supervision is a type of destructive leadership that has attracted the attention of scholars and practitioners in recent years. According to Tepper et al. (2011), more than 13% of the workforce suffers abusive, insulting, or hostile behavior from theirsupervisors annually  (Lee et al., 2018). In addition, when employees in the organization spend online activities unrelated to their jobs or duties, it may be beneficial for them, but it is harmful to their organizations because avoiding the Internet is considered as an undesirable behavior and is in conflict with organizational productivity. Thus, while the hours spent on the Internet should be used to advance work responsibilities in line with organizational goals, it is spent on personal activities to compensate for emotional exhaustion caused by improper supervision (Koay & Soh,2017). In this research, we seek to investigate the effect of abusive supervision on cyber-loafing with the mediating role of emotional exhaustion. Emotional exhaustion can be explained as the mental exhaustion and fatigue caused by the pressure of one's private life or job demands or a combination of both. It gives signals of the beginning of physical or mental collapse (Lim et al., 2020).In summary, considering that the research on the mechanisms governing abusive supervision and organizational cyber-loafing has not been much developed, the present study aims to investigate the issue from the theoretical point of view of the social exchange theory (SET) and the conservation of resources (COR) theory. Also, the effect of abusive supervision on cyber-loafing is studied through the mediating role of emotional exhaustion in the context of oil companies.

The main paradigm of this research is descriptive and positivistic, and its statistical population included the administrative staff members of a company active in the oil industry. In terms of orientation, this study is an applied one with a comparative approach. The structural equation modeling method and the SmartPLS software were used to analyze the data.

The findings of this research showed that emotional exhaustion plays a mediating role in the relationship between abusive supervision and cyber-loafing. That is, abusive supervision causes emotional exhaustion in employees and leads to their cyber-loafing.

The results indicate that abusive supervision has a positive effect on cyber-loafing, and the mediating effect of emotional exhaustion on the relationship between abusive supervision and cyber-loafing is moderated by commitment. Therefore, the employees who are mistreated in the organization suffer emotional exhaustion, pay less attention to their work, and spend more time in the cyberspace and the Internet. Also, the results show that employees who have higher commitment are less likely to experience mismanagement-induced emotional exhaustion and show less avoidance.

Celebrity endorsers in the customer purchase process are known as influencers who can create interest in people and affect their buying behavior. The purpose of this study is to investigate the effect of celebrity endorsers on social media on customers’ tendency to buy, brand loyalty and imitative behavior by considering the attitudes towards famous persons.

The present cross-sectional study is applied in terms of purpose. Navigation method has also been used to collect the data. The statistical population of this study is the students of Shiraz University who bought a mobile phone in the past year. Using Cochran's (1957) equation and taking into account the 5% error, the sample size was 384 people, but the data were obtained from 340 people at the end. Due to the lack of access to all of these individuals and due to time constraints in the survey of all the selected individuals, the available non-probabilistic sampling method was used. A questionnaire was used to collect the data. It included four demographic questions and 32 specialized questions. The questionnaire uses a range of 5 Likert options. To evaluate the validity of the tool, content validity and construct validity tests were performed. The face validity of the questionnaire, which is a type of content validity, was approved by professors and faculty members of the university.

Examination of the research results shows that celebrity endorsers create awareness among consumers, make them interested in products, and lead them to buy the product. For the consumer, remembering the ads done by celebrities is an easy task because of their characteristics (attractiveness, expertise, reliability, and fitness with the product). In fact, consumers' belief in products that are approved by celebrities means that these products are of a good quality and the brands are acceptable. But this belief does not lead to an increase in the consumer's tendency to buy for reasons such as the extent of consumer engagement or enthusiasm for the product or the belief that promotional products are not actually used by these people. Hypotheses 3 and 4 of the study show that the characteristics associated with celebrity endorsers, including attractiveness, expertise, reliability, and fitness with the product, affect consumers' perceptions of the quality of the product and increase brand loyalty. Also, the information conveyed to consumers by celebrity endorsers becomes more credible and leads to a higher understanding of the promotional product quality. Therefore, celebrity endorsers become one of the indicators of quality. This perception leads to the belief that quality is the distinguishing factor of promotional products, and they perform better than other products. In addition, the direct and indirect effects of celebrity endorsers on brand loyalty show that brand awareness created by endorsers is crucial in shaping consumer attitudes toward the brand. Finally, hypotheses 5 and 6, which are about the direct and indirect effects of celebrity endorsers on imitative customer behavior, were confirmed. They state that the characteristics of celebrities cause consumers to behave like them.

Since celebrity endorsers are able to create a tendency to buy and provide brand loyalty, it is recommended that managers choose celebrities who are perceived by the target market as attractive, professional and reliable people, fit the promotional product, and have the ability to promote incentive campaigns. Companies should also make decisions about the strategic goals and then learn how to fit the characteristics of the chosen celebrity with those goals. For example, if the unique feature of a mobile phone and its use is to be attractive, it should use verifiers that are popular with people. Or, if the mobile phone is distinguished by its smart feature, it should use verifiers. The celebrities to use are those who are known to be experts in the relevant fields.In addition to using celebrity endorsers, companies need to improve the quality of their product in order to complement the effectiveness of reputable certifiers. Product quality should match the reliability of reputable certifiers. In fact, celebrities play an important role in attracting brand attention, but, if the product is not high-quality, the reputation of the celebrity and the brand that is advertised by him is endangered. Since consumers seek to imitate the behavior of celebrity endorsers, it is suggested that the values and salient features of celebrity endorsers be incorporated into products, and that their advertised use by celebrity endorsers in different environments be demonstrated so as to increase the use of products by consumers.