حسین جنتی فر

The COVID-19 pandemic has affected economic and service sectors through quarantines, disruptions to global supply chains, weaker domestic and foreign demand for goods and services, and reduced international tourism. Entrepreneurial marketing is decisive and vital in the survival and success of business. The current research was conducted with the aim of designing a post-corona entrepreneurial marketing model in Iran's hotel industry. The qualitative research method uses the foundation's data strategy and the Strauss and Corbin approach. In order to check the validity of research tools, the opinions of expert professors in this field were used. In this research, Maxqda software was used for data analysis and coding. Identified codes were placed in 6 categories: central phenomenon, causal conditions, background conditions, intervening conditions, strategies, and consequences. The dimensions of post-corona entrepreneurial marketing include being active, focusing on digital marketing, opportunism, technology, health, and safety, being proactive, customer experience, creativity, risk-taking, innovation, value creation, customer-oriented, and post-coronavirus entrepreneurial marketing mix. From the crisis, leveraging resources and networking were identified.

Digital marketing as a key tool in today's world, especially in the era of information and communication technology, is rapidly growing and developing. This type of marketing allows companies to communicate more effectively with their audiences, consequently increasing conversion rates. Additionally, digital marketing enables businesses to access new markets at a lower cost compared to traditional methods. Various tools such as SEO, content marketing and digital advertising help brands stand out in a competitive space. Furthermore, the use of analytics data in digital marketing assists companies in better understanding customer behavior and optimizing their strategies. Considering the ongoing trends globally, digital marketing is continually evolving and companies must stay updated to leverage these changes. For this reason, investing in digital marketing has become a strategic necessity for business success. Ultimately, the ability to measure and analyze results accurately is one of the distinguishing features of digital marketing allowing brands to make more informed decisions. Additionally, digital marketing serves as an innovative framework, playing a significant role in the transformation and development of businesses. In today's fast-changing technological landscape, brands must adhere to digital marketing strategies to maintain competitiveness and meet customer needs. In this regard, distinguishing digital marketing from traditional methods and creating innovative approaches enables businesses to get closer to their target audiences. Digital platforms, such as social networks allow brands to interact directly and instantly with their customers. These interactions help increase customer loyalty and brand awareness making customers feel more valued. Digital marketing enables businesses to quickly adapt to market trends and changes; for example, the emergence of new technologies such as artificial intelligence and machine learning can enhance customer experiences and personalize services.

The present research is applied in terms of purpose, quantitative in research method, and classified as descriptive-correlational based on the method of data collection. The statistical population of this study includes managers and academic experts with experience and expertise in the fields of digital banking, commercial banking, and digital marketing excellence. Data were collected through a 16-item questionnaire using a 5-point Likert scale, resulting in the receipt and analysis of 167 completed questionnaires. This research examined the relationships between variables using the Smart PLS 3 software and the structural equation modeling method.

One of the fundamental factors for success in digital marketing is paying attention to the needs and preferences of customers. Banks need to analyze data and customer behavior to communicate effectively with them and provide relevant content. Utilizing modern technologies such as artificial intelligence, machine learning and data analytics can help banks gain a better understanding of customer needs and optimize their marketing strategies. A key feature of digital marketing is the ability to engage in direct and immediate interactions with customers. Banks should take advantage of this opportunity and engage in conversation with customers through social media and interactive websites. One of the advantages of digital platforms is the ability to evaluate and analyze results accurately. Additionally, banks should continuously monitor the performance of their campaigns and adjust their strategies based on the data obtained and market changes. Ultimately, excellence in digital marketing requires a multifaceted approach that includes paying attention to customer needs leveraging modern technologies, creating valuable content and establishing effective interactions with customers. Banks must continuously strive to adapt to changes in the market and consumer behavior and capitalize on digital opportunities to create a positive experience for customers. These efforts not only help improve brand recognition but can also lead to increased sales and customer loyalty.

Excellence in digital marketing presents a golden opportunity for banks to achieve success in a competitive and ever-changing environment. By thoroughly understanding its various elements and implementing effective strategies businesses can enhance their competitive advantage. Furthermore, achieving excellence in digital marketing indicates that financial institutions must seriously focus on implementing innovative digital strategies. Given the increasing competition and high customer expectations utilizing digital tools can significantly improve customer experience and increase their loyalty. Offering suitable online services personalizing customer experiences and leveraging data analytics to better understand customer needs are among the key elements in this regard. Additionally, banks should focus on expanding their interactions with customers through social media and educational content. By establishing effective communication and building trust banks can strengthen their position in the market. Ultimately, success in digital marketing depends on adapting to rapid market changes and emerging technologies which can lead to reduced costs and increased customer satisfaction. Engaging customers through informative content and responsive communication channels not only enhances customer relationships but also fosters loyalty and improves overall service quality.

The purpose of this research is "identifying and prioritizing the implementation factors of blockchain technology in the development of tourism industry in Tehran province". The studied community in the qualitative part includes experts and professors of the tourism industry and in the quantitative part it includes tourists of tourist places in Tehran province. The size of the sample studied in the qualitative part was 10 experts and in the quantitative part 384 people were determined. In order to collect data in this research, a semi-structured interview was used in the qualitative part and a questionnaire was used in the quantitative part, the validity of which was content validity by experts with the help of Delphi technique, and the construct and structure validity by confirmatory factor analysis in smart pls software and reliability. It has been confirmed using Cronbach's alpha coefficient in spss software. In order to analyze the data in the qualitative part of the coding and in the quantitative part of the Kolmogorov-Smirnov tests, for the normality test, and the confirmatory factor analysis test and structural equation modeling were used to confirm the components and present the model in smart pls software. The results showed that the factors of blockchain technology implementation in the development of the tourism industry in Tehran province, in order of priority, include 1- results and consequences; 2- Technology applications; 3- Blockchain technology in tourism; 4- Information needs; 5- Supply chain management.

In response to global advancements in the banking sector and the increasing competition in Iran, with new banks and financial institutions entering the market, commercial banks must leverage digital marketing to differentiate their services and secure a significant market share in the industry. Therefore, it is necessary that marketing excellence models provide solutions to create a sustainable competitive advantage. This study aims to discover and explain the antecedent and consequent components of the digital marketing excellence model in commercial banking and to provide solutions to improve digital marketing excellence in commercial banking.

The current research is applied-developmental in terms of its purpose. In terms of the method of data collection, it is included in the category of non-experimental research. To address the research problem and develop the model, a qualitative research approach was employed, specifically utilizing data collection methods from grounded theory.

The findings indicate that implementing the marketing excellence model in commercial banking enhances the customer experience by anticipating and addressing future needs, increasing customer appeal, personalizing services, and expanding the range and diversity of offerings. Additionally, it improves employee well-being, establishes effective communication with audiences, and leverages digital technologies and strategies. This approach allows customers to interact with the bank through digital channels and choose their preferred method of engagement at any time.

Many organizations increasingly adopt new technologies to gain a larger market share. Embracing technological advancements is crucial for economic success in today's era, making digital marketing a key tool for achieving the latest methods of customer interaction and engagement. In a market-based economy, banks are forced to use new marketing tools and take advantage of digital marketing to be effective in monetary and financial markets, perform better and surpass competitors, and prepare their financial resources. Value creation is one of the consequences of digital banking. Banks that have accepted the marketing philosophy are constantly trying to create and increase the value of their customers. Customers compare the values they receive from different banks and choose a bank that offers more value to them. Processes that have transitioned from physical platforms to information technology platforms offer services more efficiently and rapidly than ever before. For instance, whereas previously individuals had to visit a bank in person for various transactions, the advent of banking software now allows them to complete these tasks at any time, day or night, from the convenience of their own devices.

The start-up businesses' effort to maintain and develop themselves has made it necessary to study the concept of marketing. On the one hand, with the advent of the technological era, which is full of contradictions, cooperation, and communications, the digital marketing approach is of a role in which the antecedents and their consequences on these businesses become necessary. In terms of orientation, the current research is fundamental. Based on Saunders' research onion model, our research gets into the interpretive paradigm layer. Our work is inductive rather than analogical, written with a qualitative approach. Library research helped collect the theoretical bases. The research strategy is a case study, and its ultimate goal is to explore the antecedents and consequences of digital marketing. A systematic review and content analysis availed collection and analyzing information. In terms of methodology, the meta-synthesis method has been used to achieve the final goal of the research. For the meta-synthesis of the antecedents and consequences of digital marketing, 422 pieces of research were selected, and the data were analyzed with the help of Nvivo12 software. With a general look at the results obtained from the antecedents and consequences of digital marketing, 12 organizing themes, which included 7 categories of antecedents and 5 categories of consequences, and 489 titles in the form of basic themes, have been determined and introduced. The antecedents included 381 factors affecting digital marketing, and the consequences included 128 factors influencing digital marketing.

The purpose of this research is to "investigate the impact of technology applications and information needs on supply chain management with the mediating role of blockchain technology in tourism (case study: tourist places in Tehran province)". In this regard, while reviewing concepts such as tourism and blockchain technology, the mediating role of blockchain technology in tourism has been investigated using the structural equation modeling method. The studied community includes tourists of tourist places in Tehran province. Due to the unlimited statistical population, the sample size was determined to be 384 people using the Morgan Karjesi table. In order to collect data in this research, a questionnaire has been used, whose validity has been confirmed in the form of content validity by experts, construct and structure validity by confirmatory factor analysis in smart pls software, and its reliability by using Cronbach's alpha coefficient in spss software. In order to analyze the data, Kolmogorov-Smirnov tests were used to test normality, and confirmatory factor analysis and structural equation modeling were used to check the hypotheses in smart pls software. The results showed that the applications of technology and information needs and related components have a significant impact on blockchain technology in tourism, and thus it improves supply chain management.

This study aimed to design a model for developing health system partnerships by using electronic word-of-mouth communication. This issue has recently attracted the attention of researchers and managers of the country’s public and private sectors.

In this qualitative study, the meta-composite method and Delphi technique were employed. The data collection tools included library studies and review of articles related to the research background. First, relevant information and findings were extracted from reliable national and international scientific databases using the meta-combination method, and then the opinions of the expert panel were recorded using a questionnaire. After two stages of opinion polling, the initial findings of refinement and unnecessary items were merged or deleted. Finally, the components and indicators affecting the development of health system partnerships were identified and categorized through word-of-mouth communication.

Out of 66 primary codes extracted by metacombination method, 36 final indicators were identified by the experts using Delphi method. The identified indicators were then divided into three categories and nine components including Creation Factors with “structural and contextual, economic and financial, communication, and interactive” components, Diffusion Factors with “organizational and institutional, legal and contractual, awareness, and trust building” components, as well as Impact Factors with “legal and regulatory, technical and specialized, and acceptability and effectiveness” components.

A new model and perspective was presented for developing health system partnerships through electronic word-of-mouth communication, so that the enormous economic, social, and cultural potentials of the public, private, and charitable sectors may have been exploited for developing health and treatment through using new marketing tools and modern technologies.

Health tourism in its present form is an emerging phenomenon in which citizens travel to other destinations (many of which are less developed countries) in search of high-quality and inexpensive medical services.

In this research, the researcher has used  mixed method approach. For this purpose, in the first study, in order to know the components of the background model of word of mouth in the development of health tourism,marketing grounded theory has been used , and in the second study, the model was tested using quantitative method. The data collection tools used in the first study were  protocol and in-depth  interviews with eighteen international hospital managers, and in the next step, the required data were distributed among 384 patients and the result was analyzed by AMOS software.

The researcher conducted eighteen interviews , reached to theoretical saturation and finally extracted 250 open codes and analyzed  based on Strauss and Corbin's point of view, the analysis and results were presented in the form of six main dimensions and thirty sub-dimensions.

The researcher conducted his research in a form of a model including six dimensions; Health tourism,health center brand equity,word of mouth,medical service quality,halal tourism, and finally health tourism center brand loyalty  and thirty sub-dimensions. Also, the research results have shown that medical service quality has a positive and significant effect on health tourism, health tourism on brand equity, brand equity on word of mouth,health center brand loyalty on brand equity, and halal tourism on brand equity.

 Health tourism is one of the growing industries in the world. The main goal of this research was discovering the background model of word of mouth advertising in the development of health tourism.

 In this research, the researcher has used a mixed approach. For this purpose, in the first study, in order to know the components of the background model of word of mouth advertising in the development of health tourism from the foundation data approach, and in the second study, the model was tested using a quantitative method. In the first study, the required data collection tool was the protocol and in-depth interview with eighteen hospital managers, and in the next step, the required data was distributed among 384 patients and the results were analyzed by AMOS  software.

 The researcher has conducted eighteen interviews to theoretical saturation and finally extracted 250 open codes and based on Strauss and Corbin's point of view, the analysis and results have been presented in the form of six main dimensions and thirty sub-dimensions.

 The researcher presented his research in the form of a model including six dimensions, health tourism, brand equity of the health center brand, word of mouth advertising, quality of medical services, halal tourism, loyalty to the therapy center brand , and thirty sub-dimensions. Also, the results of the research have shown that the satisfaction with the treatment and medical staff and the accommodation of the patient and companion has a positive and significant effect on the increase of word of mouth advertising from the hospital and medical centers.

Public-private partnerships (PPPs) are among the interesting topics for scholars, policymakers and managers in various fields, including health. The purpose of this study is to design a model for the development of PPP in the health system of Iran.

This is a qualitative study using a Meta-analysis approach. The data were collected by reviewing articles related to the literature which were searched in valid national and international databases. Then, using the opinions of a panel of experts, the qualitative findings extracted from the articles were synthesized to finally discover new concepts.

Out of 217 articles extracted, 27 final articles were selected and 66 initial codes were extracted. According to experts, the final results include 3 main dimensions and 12 Components: public sector with Components (organizational and institutional, Administrative and social, legal and regulatory, structural and contextual), private sector with Components (economic and financial, Banking and inflation, technical and specialized, Technology and equipment, legal and contractual) and the charity sector with Components (acceptability and effectiveness, awareness and confidence building, communication and interaction).

The present study provides a new model and perspective on how to develop PPP in the health system of Iran. Based on this model, the managers of public, private and charity sectors can improve the health system of the country by using the huge economic, social and cultural capacities of society.

Due to the US breach of JCPOA and leaving this international agreement, and imposing new sanctions against Iran, we are witnessing several problems in the economy, and especially difficulties regarding to foreign currencies. Extreme fluctuations and sharp increases in the foreign exchange rate have led to the increased level of the prices and decrement of the purchasing power of the people. Currently what is perceived as the most important is the implementation of Eghtesad-e-Moghavemati. Therefore, in this research, we have classified the related indicators of Eghtesad-e-Moghavemati to foreign exchange market which there had been not any research in this field so far. Using the Delphi method in this research, out of the 24 indicators of the General Policies of Eghtesad-e-Moghavemati, 13 foreign exchange market-related indicators were recognized in the point of view of the expert. Using interpretive structural modeling and Excel software, the mentioned indicators were classified. The results show that the indicators of transparentization and correction of economy, and the indicator of coordination amongst the policies of Eghtesad-e-Moghavemati have high effectiveness, and the indicator of the knowledge-based economy, as the most infrastructural indicator, places at the last level.

The purpose of this study was to study the effect of IT knowledge on use, strategic alignment and business in youth entrepreneurship in Qom province.

The research method was descriptive and survey and applied. The statistical population of the present study includes the youth of Qom province who are in the age range of 20 to 25 years, according to the official census announced in 2016, their number is 158,565 people. According to Cochran's formula, 384 people were selected as the sample size through simple random sampling. The reliability of the questionnaire was also confirmed by Cronbach's alpha (0.803). Using the test of structural equations and 22 SPSS and Smart PLS software, the status of the dimensions and variables of the research from the respondents' point of view has been investigated.

The results showed that the knowledge of the owner of traditional information technology has an effect on strategic alignment. The knowledge of Internet technology owners has an impact on strategic alignment. The knowledge of the owner of traditional information technology affects the use of traditional information technology. The knowledge of the owner of Internet technologies affects the use of Internet technologies. IT owner knowledge affects the strategic alignment of the business.

IT owner knowledge affects the use of information technology in business.

The purpose of this study was to investigate the effect of managers' knowledge management on employee welfare in the workplace in Bani Chao Iranian Broadcasting Company. Conducting the present research can give new knowledge to the distribution managers of companies about knowledge management and employees' sense of well-being and examine whether it is useful or unhelpful. It can identify and solve potential problems that will arise in knowledge management.

The present study is applied research in terms of purpose and a survey in terms of data collection and analysis. The statistical population of the present study is the employees of Bani Chao Iranian Broadcasting Company. In the present study, a standard questionnaire was used to collect the data required for the research model. The sampling method in this study included simple random sampling in a number appropriate to the size of the statistical population and the sample was selected based on Cochran's formula.

The validity of the questionnaire was confirmed by convergent validity, and the reliability of the questionnaire was confirmed by Cronbach's alpha (0.845). The results were analyzed using structural equation modeling and 22PSPSS and Smart PLS software. The results showed that the knowledge management of managers has an effect on the welfare of employees in the workplace in Bani Chao Iranian Broadcasting Company. Also, acquiring knowledge, sharing knowledge, creating knowledge, compiling knowledge, and maintaining knowledge have an impact on the well-being of employees in the workplace in Bani Chao Iranian Broadcasting Company. In a comparative analysis, it can be said that previous research on the concept and methods of knowledge management has been extensively studied. Besides, researchers in the past have shown that the process of knowledge consists of the exchange of knowledge and the cultivation and perception (result) of knowledge. Researchers also introduce knowledge creation and knowledge sharing as methods of knowledge management.

Although the structure of information systems is relatively good, but does not provide good statistical results and does not necessarily lead to improving knowledge management performance in organizations. It seems that the main challenge of knowledge management in the studied organizations is the optimal management of information to turn it into organizational knowledge. Applying the results is felt to develop and improve the performance of the organization. Knowledge management practices and employees 'sense of well-being at work are essential in any organization, and managers should combine knowledge management practices as a priority to improve employees' sense of well-being at work.