سیما علی پور

Today, companies are under pressure to accept social and environmental responsibilities within the framework of their strategies and management systems, and sustainability can differentiate competing brands in B2B markets. On the other hand, achieving sustainability and competitive advantage requires companies to support and combine their branding, reputation, and legitimacy in a mutual way. Therefore, the purpose of this research is to identify the discourse framework of sustainable brand legitimacy in an industrial context. The philosophical framework of this research is the interpretive-positivist paradigm and is a category of applied and exploratory research. The participants of the research, who were selected purposefully, are 12 B2B activists familiar with sustainable branding, whose views were analyzed using Q factor analysis using spss25 software. The results show that the model of sustainable brand legitimacy in an industrial context is in five categories: external legitimacy, pragmatic legitimacy, normative legitimacy, instrumental legitimacy, and legitimacy catalyst. The process of legitimization is a process that involves not only the marketing function but the entire organization. Therefore, B2B businesses should pay attention to the use of employees in customer relations, because they are basically the faces of the brand. Also, sustainable B2B brands should be associated with positive associations; Create value for both suppliers and customers.

The dairy industry, with its long chain of values and numerous links, is an effective and efficient industry in the Iranian economy. As the competition in the dairy market increases, the chances of survival in this field decrease, regardless of the customer, marketing and sales strategies. Therefore, the customer's journey is important from the moment of getting to know the company to the purchase, which is an experience that plays a role in the customer's mind. Shopping trips have a significant role in people's lives and are one of the basic needs of human life. The importance of the customer journey increases with the complexity of service delivery. It is also important to understand what the person is thinking and feeling, given that what the person is saying is not always in line with what they are doing. Therefore, today, it seems necessary to use a customer empathy map during a trip.Targeting and optimizing the message is very important in the busy days of the third millennium and is a requirement of every brand. The digital revolution has helped to better understand the final audience. Based on this knowledge, the message that has the most impact should be selected and the audience should be exposed to it. In this respect, innovation in advertising means creating valuable memories for the target audience. Virtual reality-based advertising can help companies create such memories. Virtual reality (virtual reality) is created as a computer simulation that involves a user, and that user perceives it through one or more senses (mostly through vision, hearing and touch). So, the interaction with it would be as if it were real.

In the present study, Ramak local cheese was advertised through virtual reality in Mahestan shopping center in the city of Karaj, where different ethnicities live. The aim was to create a customer empathy map using a virtual reality camera and a wooden cottage. The present study is a developmental perspective in which the survey method was used to collect the data and video hermeneutics method served to analyze the data. There were 74 participants in the study, and the data of 23 participants were analyzed. In fact, the selection of samples continued until the data saturation; the researcher realized that the subsequent samples will not provide him with distinctive information.For the effectiveness of the customer empathy map, what the customer says, does, thinks and feels were videotaped and finally analyzed during the virtual reality advertising process. The people in the mall were asked to watch a two-minute 3D movie through virtual reality glasses. They sat on a chair to watch the film. The film took the participants to a lush farm where many cows were grazing. To make the advertisement more effective when the participants were watching the film, several wooden walls were connected, and the participants were placed in a cottage with a traditional atmosphere. It was a place with a table in the hut lined with local Ramak cheese, cucumbers and tomatoes, and traditional music with pleasant spring sounds was played. At the end of the video, the participants were asked to try the local cheese and express their opinion about the product. The recorded videos of the participants in virtual reality advertising were analyzed by video hermeneutics.

With the increasing competition among companies and the great change and diversity in the demands and needs of customers, managers must always think of innovative ways to attract and retain their customers. Therefore, we see many changes in companies' advertisements to attract customers. Managers must be able to accompany the customer on the shopping trip. This trip is the process by which a customer interacts with a company to achieve a goal. Also, managers need to read the customer's mind to better interact with him. In fact, they must design an empathetic map to communicate with the customer. An empathy map can provide new insights into the customer’s desire and how it affects product decisions, marketing messages, and corporate business strategies. Videos provids researchers with unique analytic methods.Companies increasingly incorporate virtual reality into their operations to ensure that sales conversions occur based on a sense of presence, which results from an effective virtual experience. Virtual reality helps to bridge the gap in consumer expectations and ultimately leads to higher purchasing goals. In the present study, the researchers designed and implemented a customer empathy map with the aim of creating a sense of presence and meeting customer expectations. To this end, a film and a traditional cottage were used based on virtual reality. The results showed that the sense of nostalgia, peace and joy was completely transferred to the participants and the company was able to interact properly with them.

After carrying out this plan, Ramak Company has witnessed an 8% growth in sales of the desired product. Therefore, the use of virtual reality maintains the relationship with consumers. Indeed, virtual reality is a suitable tool at the end of the shopping trip, it has to do with the customer loyalty and advocacy, and companies can use ads to be more effective and create an empathetic relationship with customers.

In the past, digital marketing and content creation in the B2B were less studied compared to the B2C field. According to the conducted small number of pieces of research, it is clear that the two concepts are completely different and that B2B digital marketing as a whole should be investigated in more depth. All B2B companies have the potential for social media marketing and digital content creation. Yet these B2B companies are not putting their efforts into that. Over the past few years, LinkedIn has been an important professional social media platform for B2B scholars to use in several ways and B2B researchers can be members of LinkedIn groups. B2B businesses need to market to the right audience, they need to make sure that they are placing their money and efforts into the right platforms. To increase their engagement and sales, it is important for these companies not to waste their time and money and to start making the right marketing decisions. It is essential for these B2B businesses to build their credibility online and create trust with their customers. Therefore, the purpose of this research is to identify the mental patterns of business-to-business interaction on LinkedIn by the Q method.

This paper is aimed to explore key philosophical underpinnings of fundamental research paradigms with reference to Positivism and Interpretivism (Q method). The statistical population of this study includes B2B business managers, active on LinkedIn. The discourse of the present research was collected from various sources (theoretical literature and semi-structured interviews with experts). 30 samples of Q phrases were selected after a survey of experts. The theme analysis technique was used to extract the factors in the interview section. In this section, the identified indicators were written on a card called Q, using the coding process. Then these cards were given to the participants. The data obtained from sorting the participants were analyzed by the Q factor analysis in SPSS software to identify the business interaction pattern. To measure validity of Q-method, the researcher needed to ask himself whether the collected statements had the required comprehensiveness to reflect different mentalities. Therefore, the validity of the content could be checked based on participants’ ratings of the phrase and its adjacent phrase. The test-retest method was used to calculate the reliability coefficient of Q sorting. The test-retest was re-run for 20% of the sample. The correlation coefficient was 73%, which indicated a high level of reliability.

The researchers determined the Q expressions, after conducting semi-structured interviews and library studies. These expressions were approved by experts. A total of 30 Q expressions were extracted. Accordingly, three mental models were identified from the perspective of the participants. The first mentality was called the professional content mentality. The second one was the lead mentality, and the third was called the tracking mentality.

The results showed three mental models of B2B business interaction on LinkedIn: "Professional content", "Tracking" and "Lead". The mentality of professional content refers to the production of suitable content for a company on LinkedIn. Lead mentality refers to activities that lead to creating leads to create interactions and communication between companies. The third mentality, called tracking, refers to a set of activities that place the company in a position to have better and more access to the relevant audience. The constant participation of consumers in the social media space requires companies to develop and maintain a strong media presence. This research could accurately identify the influential components in each mentality to provide a clearer view of better interaction on LinkedIn and to help managers adopt practical strategies based on customer needs. According to the obtained results, B2B companies can use social media and platforms to facilitate their relationships with customers, identify their company and brand just like a living entity and introduce the products, services and value they provide to the customer.

Globalization, with the concept of business homogenization on a global scale, is considered as an important phenomenon. In the age of globalization, nations are more economically connected than ever before. Participation in international marketing activities has been the focus of many companies due to the provision of profit and growth opportunities, exploitation of economies of scale, diversification of business risks, acquisition of technical expertise and knowledge, and improvement of competitive advantage. Therefore, economic sanctions are still an important and at the same time controversial tool of foreign policy, and the powerful economic countries of the world use the tool of sanctions, especially economic sanctions, as one of the levers of pressure. Therefore, the present study was conducted with the aim of designing an international marketing model in the context of sanctions. The research method used in this research is qualitative and grounded theory was used to analyze the data. The statistical population of the research is experts and specialists familiar with the subject of research; Among them, 12 successful export managers and university professors familiar with the subject of research were selected through the snowball technique. Data were collected through semi-structured interviews. A total of 92 codes were identified in the form of sentences, quasi-sentences and words, which were classified into 10 sub-categories and 4 main categories; These four categories are the main factors affecting the success of international marketing in the face of sanctions, which are: financial and monetary factors; Legal and political; Empowerment and infrastructure factors.

Digitalization offers new opportunities and changes to B2B businesses, including how to enter new markets. In response to the increasingly competitive environment, B2B businesses use more digital platforms to support their business strategies, and in this way, they have been able to present themselves at the international level. So far, few literatures have addressed the issue of internationalization of B2B digital platforms. Therefore, the current research was carried out with the aim of compiling the model of internationalization of B2B digital platforms.

This research is practical in terms of purpose and has an exploratory nature; Also, in terms of the type of data, it is a qualitative research. The data in the current research was obtained from interviews with experts familiar with the research topic and platform managers; The obtained data were coded using Atlas software and inductive thematic analysis method.

Finally, by extracting 74 basic codes, 11 sub-themes and 4 main themes (external responsibility, coordination, value creation and critical volume), the model of factors affecting the internationalization of B2B platforms was created.

This pattern can provide new insight to B2B platform business owners to access international markets, improve the overall image of the business and increase production capacity.

Due to digital developments, many changes have taken place in the field of advertising. Advertising based on Autonomous Sensory Meridian Response (ASMR) is a new type of advertising that provides marketers with the opportunity to call their products from a physical reaction, show customers an emotional perspective and hack their brand in the customer's mind. Therefore, the aim of the present study is to investigate the advertisements based on the Autonomous Sensory Meridian Response on the brand persona with the netographic approach. In the present study, various types of netnographic data have been collected.During two months, 628 comments were collected as archival data by searching for ASMR-related pages on the Instagram platform and data extracted by interacting with individuals in ASMR groups on Instagram. The text of the interviews and comments were then analyzed by analyzing the classical content. The results show that the use of ASMR-based videos in advertising can affect the dimensions of the brand persona.

As one of the well-known countries for medical tourism, Iran has the potential for growth in this industry and requires information and advertisements in online media and websites. This study aims to investigate the effectiveness of the content produced by the website of AriaMedTour Medical Tourism Company in informing tourists.

This is an applied study that adopted an inductive approach in which the netnography qualitative research method was used. Data were collected in three forms: archive data, extracted data and field data, from the AriaMedtour website in 2021 and online data were analyzed in two stages of content analysis and analysis of customer comments and keywords in ATLAS.ti software.

The results of content analysis showed that the content of the website falls into three categories of relational, organizational and advertising. Analysis of medical tourists' opinions also showed that the website was able to cover all the information needed by tourists. The tourists were satisfied with the information and services of the company and were mostly looking for information about costs, Iran, accommodation, food, and availability of translators. They get most of their information from the videos of tourists received the company's services.

The use of web-based platforms focusing on relational, advertising, and organizational contents for informing and attracting medical tourists is very effective.

Ethics has been considered as an effective factor in resolving environmental crises and the way to prevent environmental degradation is to revive moral values. Therefore, public awareness of the value and importance of the environment is essential for the development of environmental ethics.

The present study is applied in terms of purpose and descriptive-correlational in terms of information and data collection. The statistical population of the study was 245 petrochemical employees of Marvdasht city. The sample size was determined based on Cochran's formula of 150 people. The data collection tool is a standard questionnaire. The scoring of the questionnaire was 5-point Likert. Data were analyzed using structural equation modeling (SEM) with partial least squares method and Smart PLS 2 software.

The results of structural equation modeling showed that knowledge, attitude, behavior and acceptance of environmental responsibility have a positive and significant relationship with the development of environmental ethics. Among these, acceptance of environmental responsibility with path coefficient of 0.816 and significance coefficient of 27.507 has the highest relationship and environmental knowledge with path coefficient of 0.233 and significance coefficient of 2.168 has the least relation with the development of environmental ethics.

According to the research findings, if environmental knowledge, attitude and behavior are strengthened in people, they will feel more responsible for the environment around them and try to solve environmental crises, thus environmental ethics develops in society.

Today, with the Corona crisis and digital transformation, the world of startups and Internet businesses has grown significantly and Business growth in the areas of marketing, product development, sales and Other areas are done in a different space. Therefore, digital growth hacking is essential for Internet businesses, Because growth hacking strategies are based on internal changes in the system with the aim of increasing user-to-customer conversion and business development through internal tools at low cost. This article is a qualitative research on digital growth hacking strategies in the Corona crisis. In the first stage, with the aim of collecting qualitative data, after an extensive review of the literature in the field of digital growth hacking and its strategies, A framework for designing semi-structured interview questions with business owners that have grown significantly on the Basalam platform over the past year has been designed. The researchers then reached a theoretical saturation after conducting 14 interviews. The transcribed interviews in the second stage were coded using Atlas software and inductive thematic analysis. In the current study, out of a total of 141 open code and 18 sub-themes, 5 main themes of awareness, acquisition, e-commerce, revenue and survival were the basis of digital growth hacking strategies.

Today, with the role of the Internet, the consumer shopping style has changed and people's interest in online shopping is increasing. Online shopping, including online auctions, has been very successful on product sales websites. Therefore, the purpose of this study is to model the structural equations of quality components of the website affecting the intention to repurchase B2C online auction customers, with the mediating role of hedonic shopping motivation.

The present research is applied in terms of purpose and descriptive-analytical in terms of the nature of the method. The statistical population of Instagram collection users is in 1400, from which 460 people were randomly selected as a sample. The data were collected by a standard questionnaire, then analyzed using PLS software.

The results showed that the components of website quality (reliability, ease of use, search, structure and layout) have a positive and significant effect on hedonic shopping motivation. The motivation to buy hedonistically also has a positive and significant effect on the intention to repurchase. Website quality also has a positive and significant effect on users' intention to repurchase. Among the research variables, the highest path coefficient (0.853) and the highest significance coefficient (34.479) belong to the effect of website quality on hedging motivation.

Website quality, as an important factor, is effective in increasing sales in B2C online auctions because it can affect the customer's hedonic motivation and lead to repurchase.

Managing stress and proper communication with clients is a key element in patient-care. Study stress is very common among nursing students during Covid-19 crisis and has weakened traineeschr('39') relationship with patients. The aim of this study was to develop stress management training and communication skills of nursing students during Covid-19 crisis based on augmented reality.

In this quasi-experimental study, 46 nursing students undergoing internship at Farabi Hospital in Bastak in 2020 were randomly divided into experimental and control groups. The experimental group participants received augmented reality-based education, and in the control group, education was conducted in the traditional way. The effectiveness of the training was assessed with a researcher-made questionnaire and the data were analyzed using SPSS software and independent t-test.

Augmented reality training was more effective than traditional training and independent t-test showed a significant difference between the experimental and control groups (P-Value=0.001). The mean scores of communication skills factors and stress management factors increased in the post-test compared to the pre-test. The mean scores of behavioral stress management, positive thinking, time management and relaxation techniques also increased in the post test.

Training of stress management and communication skills to nursing students based on augmented reality can improve learning and increase the effectiveness of training in a stressful hospital environment, especially during COVID-19 conditions.

The present study is applied in terms of purpose and in terms of how to collect data, it is a descriptive research of correlational type. The statistical population of the study is 430 teachers of Apadana Higher Education Institute in 2020; Of these, 203 people were selected based on Cochranchr(chr('39')39chr('39'))s formula by simple random sampling. Data collection tools are Carroll Social Responsibility Questionnaire (1991), Akbari E-Learning Quality Questionnaire (2012) and a researcher-made questionnaire on the performance of higher education in the Corona crisis.The validity of the questionnaire was confirmed by convergence and content and the reliability of the questionnaire was confirmed using Cronbachchr(chr('39')39chr('39'))s alpha coefficient. SPSS 25 software was used for data analysis in the inferential section and LISREL 8.8 software was used for path analysis. Model fit indices such as GFI, RMSEA and X2 / df were equal to 0.96, 0.08 and 2.21, respectively, which indicate a very good fit of the model in the statistical population of the research.

Social capital is a social norm that strengthens the social relations network and collaboration between people. In social relationships, personal beauty is desirable and significant because it extends the social network of individuals, brings relatively more social success to the individual, and develops one's social capital. The aim of this study was to identify and prioritize individual beauty indicators effective in expanding social capital. The present study is applied and descriptive. To collect data, questionnaires based on multi-criteria decision-making methods used in this study were used, which were completed by Shiraz University experts. Data were analyzed using the combined approach of Dematel and ANP in fuzzy space. The results showed that the hidden factors of personal beauty are more effective in developing individuals' social capital than the obvious ones. The results also showed that among the factors, being a good listener with a weight of 0.178 and positive thinking with a weight of 0.168 had the most impact on the development of social capital.

Nursing is one of the hard and stressful jobs that has been created in times of crisis, this stress has doubled and it is necessary for the managers of health organizations to manage the created stress in order to increase the commitment of the employees. In this study, the effect of stress management on nurseschr('39') organizational commitment with the mediating role of communication skills training was investigated.

This research is applied in terms of purpose and descriptive-correlation in terms of data collection. The statistical population of the study is the managers and nurses of Farabi Hospital in Bastak city in Hormozgan province during 1999. Of these, 108 people were selected based on Cochranchr('39')s formula by stratified random sampling. The data collection tool is a questionnaire. The validity of the questionnaire was confirmed by convergence and content and the reliability of the questionnaire was confirmed using Cronbachchr('39')s alpha coefficient. To analyze the data, SPSS 25 software was used in the inferential section and LISREL8.8 software was used to fit the path.

The results showed that stress management has a positive and significant relationship with nurseschr('39') organizational commitment, This relationship was confirmed by path coefficient (0.19) and significance coefficient (2.92). Also, communication skills training as a mediating variable has created a positive and significant relationship between stress management and nurseschr('39') organizational commitment. In this way, the relationship between stress management and communication skills training with path coefficient (0.5) and significance coefficient (6.46) was confirmed and Also, the relationship between communication skills training and nurseschr('39') organizational commitment with path coefficient (0.66) and significance coefficient (10.01) was confirmed, This relationship has the highest path coefficient and significance coefficient.

Research findings show, Given the Covid-19 crisis, stress management in hospitals and communication skills training can help improve the productivity and performance of all staff, especially nurses, and affect their organizational commitment.

The purpose of this study was to investigate the impact of internal marketing on human resource productivity through the mediating role of transactional behaviors. The purpose of this study is applied and is a descriptive survey with regard to data collection method. The statistical population of the study was staff of Fars Province Industries and Mines Organization. The statistical sample of the study was 217 people based on Cochran formula and the participants were selected by simple random sampling. The research instrument was a standard questionnaire whose validity was confirmed by content validity and its reliability by Cronbach's alpha. Data analysis was performed using SPSS 25 software for inferential statistics and LISREL8.8 for path fitting. The results showed that internal marketing has a positive and significant effect on human resource productivity. The indirect impact of internal marketing on human resource productivity through the mediating variable of organizational citizenship behavior was also confirmed. Therefore, internal marketing can be an effective factor in improving manpower productivity.

The existence of transformative leaders who are able to create an atmosphere of trust and rearrange the organizational culture in order to foster organizational citizenship behaviors which in turn can encourage the employees to willingly share knowledge within the organization is valuable in any organization. The purpose of the present study was to investigate the role of transformational leadership in knowledge sharing among the employees of the National Iranian South Oil Company with a mediating role of organizational trust and organizational citizen behavior. The research method was descriptive-correlational. The statistical population of this research was composed of 1500 people who were the staff of the organization. 306 employees were chosen as the statistical sample using the Cochran formula. A standard questionnaire was used to collect the data. The reliability of the questionnaire was checked and verified using Cronbach's alpha coefficient. The data was analyzed using SPSS-25 software for the inferential part and LISREL8.8 software was used to fit the path. The results of the research showed that organizational trust and organizational citizenship behavior played a mediating role in transformational leadership relationships and knowledge sharing.