زهرا عطف

The objective of this research is to investigate the impact of employing gamification strategies and the explainability of artificial intelligence on brand engagement within social networks. This study is practical in its aims, descriptive and survey-based in its methodological approach, and subscribes to a positivist research philosophy with a deductive reasoning approach. Utilizing a mixed-methods research design, this investigation includes a systematic review of relevant literature coupled with a quantitative analysis of data. In the qualitative component, a meta-analysis of antecedents and consequences of brand engagement on social networks was conducted using CMA 2 software. The quantitative section assessed the impact of a gamification campaign and AI explainability within a food company, before and after the campaign's implementation. Data collected included the number of likes, comments, and replies to each comment, which were analyzed using natural language processing techniques and the BERT algorithm. To predict the effects of these strategies on brand engagement, optimized random forest models were employed, demonstrating their capability to discern complex patterns and enhance predictive accuracy. The results indicated that campaigns utilizing gamification and explainable artificial intelligence significantly increased user engagement, particularly in areas of interaction and the creation of active virtual communities. The analyses conducted revealed a positive influence of gamification on strengthening trust and loyalty towards the brand, as well as the effect of explainability in enhancing customer understanding of content and decision-making processes. This research can provide valuable insights for developing innovative marketing strategies and strengthening brand communications.

Powerful nostalgic brands create meaningful images in customers' minds. A strong and famous nostalgic brand image enhances differentiation and has a positive effect on shopping behavior. Today, religious tourism is considered an attractive and alternative industry. Religious tourism is described as a driving force for regional development. Successful religious tourism can increase government revenue, employment, and destination tourism receipts. How a tourist is attracted to revisit or recommend the destination to others is crucial to developing successful destination tourism. Due to the number of trips to this city during their lives, religious tourists in Mashhad have a nostalgic feeling. Traveling to this city is reminiscent of their memories. On the other hand, considering the importance of managing the perceived mental image of a tourist destination and its role in managing the demand of a destination, knowing the dimensions of the mental image of a tourist destination is very necessary. Managers of a tourist destination can manage the perceived mental image to attract new tourists and repeat travelers' visits. Understanding the dimensions of the mental image helps destination managers understand the reasons for not welcoming a destination and fundamental changes in the characteristics of the tourist destination according to the needs of the target markets to create the ground for tourism development to that destination. The purpose of this study is to present a model of the effect of brand nostalgia on the loyalty of tourist's travel decision-making. In the present study, a qualitative method has been used to collect data to identify the factors affecting brand nostalgia. A quantitative method has been used to examine the obtained Model. The statistical population in the quality section of experts, which includes managers of four- and five-star hotels in Mashhad, has more than 15 years of service and at least a master's degree. In selecting the experts, the snowball method was selected, and after conducting the tenth interview, theoretical saturation was reached. The statistical population is a small part of all customers of five-star hotels in Mashhad. Due to the fact that the size of the study population is large, so to determine the size of the statistical sample, Cochran's second formula was used, the number of which is equal to 385 people. 420 questionnaires were distributed, of which 387 were not distorted. After analyzing the interviews and axial coding, the initial research model was introduced, and in a small part, PLS software was used to analyze the data. According to this research, brand nostalgia, desire to buy nostalgia, fantasy imagination, the special value of brand nostalgia and attitude to brand nostalgia affect loyalty in the tourist's travel decision making. Nostalgia refers to a longing to return to period related to the past, Or a feeling of dependence on tangible or intangible belongings and activities in the past. One experiences it when one feels detached from a period in which one is present. Nostalgia has been considered a way to communicate with customers by marketers who have sought to provoke emotional reactions from consumers through promotional methods, advertising, product management, and other activities. This article presents the concepts and mechanisms of nostalgic marketing and strategy. Nostalgic marketing determines the importance and place of nostalgia in marketing to provide practical solutions to apply this concept in marketing. The definitions of the authors of this field, separately, do not cover a wide range of structural aspects. According to the results of this study, the managers of Mashhad Tourism and Hotels Organization should first identify the factors affecting the quality of travel and then try to strengthen it from the perspective of tourists. Advancing the quality of travel should be one of the long-term goals of tourism destinations because it can increase their perceived value and ultimately make more profit. Also, the Mashhad Tourism Organization managers and hotels should set a higher level of travel quality for tourists to create a positive behavior after the visit to maintain and promote competition among tourists. Positive behavioral response and creating an emotional image should be considered the most key achievement for managers of a tourism area and the product of all activities and actions taken in the tourism chain. Brand nostalgia to build trust in your brand with customers requires continuous assessment of brand credibility and reputation from customers' perspectives. For this purpose, it is recommended to be on the agenda of these brands' public relations or marketing managers on an annual or monthly basis. If necessary, appropriate and timely measures can be taken to maintain and strengthen the brand's credibility. A brand like a human being and presenting the product next to it along with a special name and bringing a name of nostalgia along with a symbol, sign, or music to strengthen the mental associations of the brand based on its constituent factors to strengthen the brand reputation and follow It builds trust.

Various researchers believe that emotion is a key variable in understanding customer experience and subsequent behavior. The purpose of the present study was to investigate the impact of social environment (including emotions presented by employees, customer mood), physical environment (environmental factors and design factors), and quality of service on positive and negative emotions of customers and then the effect of customer emotions on post-purchase behaviors ( Intent to repurchase, desire to change, desire to sue).

The research method is descriptive-quantitative in terms of purpose, application and nature. The statistical population of the present study is a set of customers of 5 star hotels in Tehran. Data collection tool was a questionnaire with 350 questionnaires.

The results obtained using Structural Equation Technique and Emus software showed that 4 out of 22 hypotheses were rejected.

The results showed that factors of social environment and quality of service had positive effect on customers 'positive emotions and negative effects on customers' negative emotions. The results also showed that positive emotion had a positive and significant effect on customer repurchase intention. The study found that negative emotions had a positive effect on willingness to complain and willingness to change.

In the most general sense, the word cluster refers to the spatial concentration of economic activity in particular lands. Industrial clusters are the aggregation of competing and competing industries in a region that interact in a networked manner through horizontal and vertical communications and strong and interconnected links. The purpose of this research is to model the factors affecting the competitiveness of industrial clusters. The research method used in this study design is a combination of qualitative and quantitative methods. Accordingly, the statistical population of this study consists of two parts: qualitative and quantitative. The qualification department comprises 10 experts in the field of industrial clusters as senior managers or marketing and sales managers with at least 5 years of useful work experience and a master's degree and above. The statistical population of the quantitative section includes all managers and administrative staff of Sari Agricultural Equipment Cluster. The number is 107. Then, effective factors were identified by using Maxqda qualitative software and open and axial coding and tested by PLS quantitative research model software. According to the qualitative results of the research, the factors affecting the competitiveness of industrial clusters and agricultural conversion industries are: network of supporting institutions and industries, social backgrounds, innovation facilitation, geographical focus, company structure and competition strategy. Also identified options for the core Agent and Support Industries network include public enterprise integration, supplier relationships, government linkage with research centers, banking contracts, tax adjustment mechanisms,

Export is one of the main variables of production and national income. Export performance is also one of the other main ways to generate revenue and to use investmentchr('39')s capacities. The aim of this study is to explain the role of entrepreneurial performance and export marketing capabilities on export performance with the moderating role of inefficient competition. This research is purposed-based inbterms of application and is a descriptive_study in terms of data collection. The statistical population of the study is all fixed managers and deputies of pistachio exporting companies in Kerman province with 280 people in 2019. The sample size was estimated 162 using Morganchr('39')s Georgian table. After analyzing the data, it was found that entrepreneurial performance and export marketing had a significant effect on export performance. The moderating role of inefficient competition in the impact of export marketing on export performance has also been proven. Therefore, it is suggested that the managers of pistachio exporting companies try to increase the level of export marketing capabilities in the company to increase cooperation and recognize inefficient competition.

The purpose of this study was to investigate the impact of Green Education on Green Citizenship Behavior with the moderating role of Green Performance Management, Green Creativity and Green Employee’s Involvement in a hospital.

This research is a practical and descriptive-survey and considered as applied research group. The statistical population of the research is the employees of Mohammad Rasoolullah Hospital in Tehran. The sampling method in this study is non-probabilistic and the sample size is 197 in Cochran formula. The research data were obtained through field method and standard questionnaire from external research which had good validity and reliability. After the data collection, Smart PLS software was used for data analysis and implementation of structural equation modeling.

According to the results, the effect of green education on green citizenship behavior with the moderating role of green management performance is not significant because the t-statistic is 0.421 and this value is less than 1.96. Also, the effect of green education on green citizenship behavior with moderating role of green creativity is significant because the T-statistic is 8.06 and this value is greater than 1.96 and the effect of green education on green citizenship behavior with moderating role of green staff involvement is significant. It is significant because the t-statistic is 8.063 and this value is greater than 1.96.

According to the results of green education, there is a significant effect on green citizenship behavior with moderating role of green creativity and on green citizenship behavior with moderating role of green staff involvement and also on green citizenship behavior. So effective green education can help hospitals take effective measures to maintain environmental sustainability.

In recent years, with the advent of private banks, the competition for attracting and retaining customers in the banking industry has become more complex. Customer expectations go beyond banks and if one sees his interest in moving resources from one bank to another he will not hesitate. The purpose of this study is to determine the role of personal values in creating loyalty in agricultural bank customers. In this study, data collected from 400 clients of Agricultural Bank in Tehran, after confirmatory factor analysis, were analyzed using structural equation modeling. The findings showed that the personal values of the clients of the Agricultural Bank could not explain their loyalty in different steps. On the other hand, it was found that the cognitive loyalty of Keshavarzi Bank customers with a regression coefficient of 0.80 had a positive and significant effect on emotional loyalty, and emotional loyalty with a regression coefficient of 0.38 had a positive and significant effect on behavioral loyalty.

The purpose of this study was to investigate the effect of business intelligence on competitive advantage with the role of mediation of entrepreneurial orientation strategy in saffron planting. This research was in terms of target type of application and in terms of collecting descriptive-survey information from field studies. The source of the research questionnaire was based on the research of Kasriou and Kouleau (2018). We examined the validity of this questionnaire. Also, to determine the reliability of this study, Alpha Cronbach's Criterion was used. In order to measure the reliability of the questionnaire, 20 questionnaires were distributed to be pre-tested. During this stage, the questions were modified in order to understand and then 89 questionnaires were distributed among the managers of saffron exporting companies and all 89 healthy questionnaires were returned and completely collected. The result of data analysis using SPSS and PPS software was that the entrepreneurial orientation strategy was a partial intermediate variable between the variables of business intelligence and gaining competitive advantage.

The woman has been the subject of discussion of divine religions, poets, writers, anthropologists, and sociologists for the time being, due to the difference between the wisdom of God in man and his gender. In spite of the desirable results of women's management in organizations, most top managers in organizations tend to choose male managers. The purpose of this research is to investigate the effect of glass ceiling on the non-use of female managers in governmental organizations of Mazandaran province.
Research

This research is a survey based on the purpose of the applied type and according to the method of collecting the survey data and correlation type. Library and field studies were used to collect data and the research questionnaire included 71 questions. This study was performed on 140 female managers in governmental organizations of Mazandaran province and data analysis was done using SPSS software and T test.

The results of the research hypothesis test indicated that, according to their self-maladaptive variables, socialization at the glass ceiling, the lack of employment of women in management positions was effective. The results of the first hypothesis test using t-test showed that the average of the calculated mean of the real mean of the variable and the average level is equal to 0.256. It can be concluded that the glass ceiling influences the non-use of female managers. The results of the second hypothesis test using T test showed that the average of the calculated mean of the real mean of the variable and the average level was equal to 76.8, which suggests that self-incapacity is effective in not employing female managers. Also, the result of the third hypothesis is using The T test showed that the mean difference between the real mean of the variable and the average level is equal to 571/0. Therefore, the social empowerment of women's disability is affected by the lack of use of female managers.

The root causes of the lack of a significant number of women in management jobs are related to cultural beliefs. This research, like other research, has confirmed the attitude of society and stereotypical views of decision-makers as one of the important factors in promoting women's leadership in management jobs.