سینا نعمتی زاده

The purpose of this research is to evaluate the role of environmental advertising on the use of eye movements towards the brand. The present research is mixed (qualitative-quantitative) in terms of applied purpose and in terms of data analysis method. The statistical population in the qualitative section includes a group of chain restaurant experts (university professors, executive managers, and consultants), which continued with the purposeful sampling method until reaching theoretical saturation (15 interviews). In the quantitative phase, chain restaurant managers were considered as the community and among them, 384 people were selected based on stratified random sampling. The data collection tool in the qualitative phase of the research was unstructured interviews with experts and in the quantitative phase, a researcher-made questionnaire consisting of 74 items. In order to analyze the data, Maxqda software was used in the qualitative phase and SPSS and SmartPLS software were used in the quantitative phase. According to the obtained results, the hypothetical relationships of the model were tested and confirmed. In this research, in the causal conditions (advertising content, environmental advertising quality and advertising features); Main contextual factors (advertising slogan, billboard elements and analysis of customers' eye movements); Intervening conditions (online advertising, advertising costs, advertising through means and mass communication); Core categories (the state of environmental advertising, the development of the impact of advertising and effective advertising on customers' intentions); Strategies (attractions of advertising message, evaluation of environmental advertising selection process) and three categories of competitive advantage, value creation and promotion of strategic marketing decisions are classified as the consequences of environmental advertising based on the use of eye tracking.

Personalized Digital Marketing is one of the key and thriving trends in the world of digital marketing, developed with the aim of delivering unique and tailored experiences to each customer. In this approach, marketers strive to understand the needs, preferences, and behaviors of users by collecting and analyzing their data. Based on these insights, they design marketing content, advertisements, and offers that align specifically with each individual. The goal of this research is to identify the dimensions and components of personalized digital marketing through a recommendation engine using a thematic analysis approach. To achieve this, after reviewing the literature and research background, basic and organizing themes were identified. Then, through surveys and interviews with 25 experts and university professors familiar with the concepts of personalized digital marketing, a conceptual model of the research was introduced. In conclusion, practical suggestions were provided to IT and marketing managers in online stores, including Digikala.

The purpose of the current research is to present an entrepreneurial marketing model based on teamwork with an emphasis on start-up companies. The research method is applicable according to its purpose, and qualitative in terms of its implementation. The statistical population consists of 15 experts who are academic professors in the field of marketing management, and managers in the marketing and sales industry, who were selected by targeted non-probability sampling. Thematic analysis method and MAXQDA software were used for data analysis, and MICMAC software was used for effective and effected between variables. The results showed that 5 comprehensive themes and 13 organized themes and 87 basic codes were identified and extracted from the theme analysis method, and then using interpretative structural modeling, the identified indicators were leveled; and the results showed that the fourth level includes marketing strategy (C04) is the most effective one that acts as the cornerstone of the model and directly affects the third level criteria (content and marketing tools (C03), and marketing performance evaluation (C02)). The first level includes the development of teamwork (C04) as the most effective level. The dimensions of the second level (networking and marketing public relations (C01)) act as interfaces.

The current research was conducted with the aim of identifying the criteria and indicators of credit risk management with a knowledge management approach in the banking industry. The data was collected based on the qualitative method of systematic review. The selection of articles was done based on the structure of Prisma and 39 documents in the form of foreign articles were included in the analysis. Sources were analyzed using thematic analysis and MAXQDA 2020 software. The validity of the findings was obtained based on the opinions of the research team, the reliability of the tool was checked through the reliability index of the evaluators, and the Kappa coefficient was 0.81. The findings showed that credit risk management based on knowledge management included 7 dimensions and 21 components. These dimensions cover various aspects of identifying, creating, acquiring, storing and retrieving, transferring, applying and evaluating knowledge in the framework of credit risk management effectively. Each dimension includes critical components that aim to increase the organization's ability to identify, assess, reduce and monitor credit risks in line with strategic goals and regulatory requirements.

This research was done with the aim of evaluating the model of resistance businesses in order to develop service industries. The research is mixed (qualitative and quantitative) in terms of practical purpose, in terms of exploratory approach, and in terms of data analysis method.In the qualitative phase of the research, a group of service industry experts were selected and in-depth interviews were conducted with them.In this phase, the purposeful sampling method was used and continued until theoretical saturation was reached and a total of 15 interviews were conducted.In the quantitative phase, managers of service industries were considered as the population and among them, 240 people were selected as a statistical sample based on stratified random sampling and proportional distribution.In the qualitative phase of the research, the data collection tool was unstructured interviews with experts. The main tool for data collection, in the quantitative phase of the research, was a questionnaire made up of 94 items, which was designed based on the initial conceptual model. The results of the present research led to the design of a process model for evaluating the model of resistance businesses in order to develop service industries.

Green marketing has paid the attention of organizations due to the increase in environmental concerns and the pressure of interested parties for an attractive strategy.The aim of this research is to identify the factors affecting green marketing in the hotel industry.The research method is qualitative.The statistical population of the research was 10 university and hotel experts.Data were collected through in-depth semi-structured interviews and literature review.Data analysis was done based on the grounded theory approach, which includes open, axial and selective coding. The validity of the questionnaire was measured and confirmed by experts and its reliability through Cronbach's alpha.Convergent validity of AVE is adequate for all research constructs.Finally,by communicating between the categories, the research paradigm model was presented,including 18 factors affecting green marketing and 69 concepts.The value of the Kappa coefficient is equal to 0.696, which indicates the validity of the agreement level of the model.The factor of green product (green hotel) was determined as the main phenomenon.The results of the research show the effect of green product,behavioral response of customers,ecological literacy,trust and green marketing mix on corporate image,motivation and improvement of hotel performance.Also,the category of trust was identified as an intervening factor and the most important factor affecting green marketing.

One of the factors that is considered as a source of economic growth and development along with labor and capital, is the existence of entrepreneurs with progressive characteristics such as creativity and innovation. The development of entrepreneurship and entrepreneurship in society has a positive effect on economic and social growth. Because entrepreneurs improve the performance of manufacturing and service enterprises by using economic opportunities and creating new business opportunities, based on the results based on the findings of the qualitative research stage and the paradigm model, a hypothetical model was developed that includes skills training variables. Entrepreneurship, consulting, financing, basic infrastructure (cultural-economic-physical-commercial), environmental factors, strategic factors, individual factors (personality traits), cultural factors, basic knowledge, driving forces, social networks Entrepreneurial awareness, individual consequences, macro consequences, reform of laws and regulations, entrepreneurial capacity building and empowerment, entrepreneurial motivation system, general conditions facilitator and general conditions have been limiting. Based on the obtained impact factor, reform of rules and regulations, macro consequences, individual factors, counseling, individual consequences, impact training, financial resources, environmental factors, cultural factors, knowledge, entrepreneurial motivation system, capacity building and entrepreneurial empowerment Restrictive general conditions, social networks, basic infrastructure, entrepreneurial awareness, general conditions of facilitator, strategic factors and driving forces, respectively, have the highest to lowest impact. Therefore, it is necessary to approve the amendment of laws and regulations in order to improve and create entrepreneurial opportunities.

Considering that service industries have the largest share in the economy of countries and today we are facing unpredictable crises, therefore the resilience and stability of these businesses is of particular importance.

The current research was conducted with the aim of designing a model of resistance businesses in service industries.

The method used in the research is qualitative and based on the strategy of database theory. In-depth interview tool was used to collect data. The target community was academic experts, managers and senior experts of service industries who participated in the process and executive decisions of service industries. Also, theoretical saturation was achieved by using targeted sampling after 15 in-depth interviews.

In the foundational data approach in this research, three stages of open, central and selective coding It has expressed 27 general categories in a paradigmatic format including causal, background, intervening conditions, core categories, strategies and consequences based on the development of resistance business.

The results of the research include the presentation of causal, contextual, interventional, central category, consequences, and formulation of strategies for the development of resilient businesses in service industries, which is realized in the form of a paradigm model in accordance with the data theory of the foundation.

This research was conducted with the aim of investigating the financial marketing model of the Melli Bank of Iran with an emphasis on customer segmentation. This research is of a mixed type and is developmental-applicative in terms of purpose, and it was carried out in a descriptive-survey manner. the statistical population includes experts and employees of Melli Bank of Iran and university professors and elites in the field of marketing, and 385 people were selected using Cochran's formula. The tool included a questionnaire and structural equation modeling and SPSS and PLS software were used to analyze the data. Based on the results, the financial marketing model in the Melli Bank of Iran was designed with an emphasis on customer segmentation in 6 main dimensions of causal conditions, interveners, central category, strategies and consequences, and causal conditions have a significant effect on the financial marketing phenomenon with a significance of 51.673; Also, the influence of background conditions and intervening conditions on the phenomenon of financial marketing was confirmed with significance, 41.965 and 40.074, respectively; Also, other relationships were investigated and all hypotheses were confirmed.

Brand and its special value as the most valuable intangible assets of any company due to the competitive advantage it creates, plays an important role in the success of companies. The purpose of this study is to design and explain the paradigm model of industrial brand equity in Arak Machinery Company. The research approach is qualitative and is based on the grounded theory approach, with 13 in-depth and semi-structured interviews. Research participation included selected experts from purposeful sampling based on expertise criteria from the mentioned organizational value chain, customers and suppliers. The method of data analysis is through three stages of open, axial and selective coding to achieve theoretical saturation and achieve a paradigm model with causal, contextual, intervening factors and strategies to create the special value of industrial brand. Coding results show that causal factors affecting the brand equity include: strategic brand management, brand value, brand architecture, emotional performance quality, market factors, structural factors, technology factors, product, infrastructure factors, suppliers, customers and Underlying factors include: structural, process, infrastructure, attitude and education and intervening factors including: political economy, anti-sanctions and exchange rate fluctuations and achieving strategies including: strategic, structural, process, attitude, platform, standardization, export, suppliers' strategies, customers' strategies and anti-sanctions strategies. The implications of the research include increasing market share, entering global markets, increasing sales, anti-sanctions capability, and greater profitability.

The current research aims to investigate the factors affecting the professional competence of managers in Islamic Azad University. According to the purpose and nature, this research was a quantitative research in terms of method.The research method is applied according to the objective, using Cochran's formula and with an error of 0.05, the number of 307 people was determined as a sample, and 320 people were considered to increase accuracy and predict the drop in sample size.. It should be noted that the people in the quantitative section using stratified random sampling, which strata include administrative and financial, research, cultural and student, civil, medical, assembly, planning and economic affairs, sports, vice-chancellor, educational and supplementary units and The areas of the presidency and other offices were selected.In this research, the statistical population of the quantitative part of the research includes all managers of different levels of Islamic Azad University units in Tehran province. Quantitative analysis has been done with SPSS software.The sample size was determined based on Cochran's formula and stratified sampling, and face, content, and construct validity were used to measure validity, and Cronbach's alpha was used for reliability, all of which were approved. Questionnaire in the dimensions of motivation, technology, and technology. , management, interpersonal skills, personality traits, creative manager, organization and creative employees were classified.

Today, the main goal of many economic policies is to achieve higher economic growth rates and prosperity, and the environmental risks posed by economic activities have become a contentious issue. Concerns about energy security, population growth, and climate change issues have led attitudes toward the use of renewable energy. The present study was carried out by presenting a model of the impact of foreign investment on the technology overflow of renewable energy. This research is descriptive in nature and content. In this study, information about 16 experts who are middle managers and industry managers who formed the statistical sample. The results of this study showed that 11 main factors affect the overflow of technology in the field of renewable energy through the investment channel. 436 and 303 and have the most indirect influence between factors

Today, the important role of resilient businesses in increasing the amount of resilient behaviors in sectors and countries has caused widespread interest in research in this field. The purpose of this research was to show the importance of evaluating resilient businesses in order to increase the amount of resilient behaviors in service industries. The statistical population of this research consists of all managers of service industries. Necessary data were collected by questionnaire from 253 managers of service industries who were selected by simple and easy non-probability sampling method. To test the model, partial least squares method and SAMARTPLS software were used. By analyzing the existing relationship between the variables of the research model in a wide and deep way, the results of the evaluations show that in order to evaluate resistance businesses in increasing the level of resilience in behaviors, it is necessary for the next measures and to compare the level of progress of such behaviors in service industries, for each of these dimensions that It is presented, the necessary planning should be done, it is very important to be careful in developing and considering the involved processes.

Although many aspects of brand theory can be applied to tourism destinations and different places, the branding process of tourism destinations is much more complicated than branding for products and goods. For this reason, it is necessary and important to identify the factors that lead to the branding of tourist places. In this article, we have tried to present a brand development model in the tourism industry using a qualitative approach and thematic analysis method. To present the model, first the research literature was studied and then 10 tourism industry experts were interviewed. The data obtained from the interviews were coded, the categories were defined and finally 7 main themes were obtained, which include attachment to the place, awareness of the tourism destination brand, physical factors, background conditions, place value, communication and information. Facilities and services.

With the transition from the traditional economy and increasing competition in new dimensions, the customer has become the main pillar and the center of all organizational activities. From a competitive perspective, the survival and continuity of organizations depend on identifying and attracting new customers and maintaining existing ones. Moreover, acquiring new customers costs five times more than retaining existing ones. This means that instead of differentiating products, organizations should identify their customers and shift their focus from increasing market share to increasing customer share. According to the 20/80 rule, 20% of customers contribute to 80% of the organization's sales. This indicates the necessity of maintaining long-term profitable relationships with customers to maximize profits. This research aims to measure the quality of customer relationship management for developing digital marketing strategies at Shahr Bank. The statistical population of this study included all experts and senior managers of Shahr's Bank headquarters and stakeholders. Using Cochran's formula, 125 individuals were selected as the statistical sample. Sampling was done as a random cluster. The collected data were analyzed using SPSS software. The results of the study showed that the infrastructure variables, organizational environment, customer orientation, human resources, relationship management, service quality, management and planning, strategic management, marketing, and performance in Shahr Bank are in a desirable state. The use of up-to-date technologies and the implementation of an appropriate organizational structure for managing customer relationships were identified as reasons for this desirability.

In today,human resources are considered one of the most important intangible assets and the main source of sustainable competitive advantage in the organization. If organizations want to have an ongoing life in today's competitive world, the only way is to pay attention to their human resources as the main organization's capital and continuous effort to meet their needs. Also, creating a positive mental image of employees is often considered as a key factor in success and in creating a sustainable competitive advantage, especially in service industries, which considering them can be effective in consolidating the status of service providers in competitiv markets.Therefore, the present research studies the effect of internal marketing on employees' image of the organization's brand through emotional labor, organizational commitment, service quality and competitiveness variables. The present research, in terms of purpose, is an applied study and in terms of data collection method, is descriptive and in terms of relations between variables, is causality and disability. The results showed that internal marketing has positive and significant impact on emotional labor, organizational commitment, service quality and competitiveness. Also emotional labor has positive and significant impact on organizational commitment and finally organizational commitment, service quality and competitiveness have positive and significant impact on employees' image of the organization's brand.

The purpose of this study is to design and explain a model of online advertising with an image-based marketing approach. In this regard, while reviewing the concepts of online advertising, image-based marketing (gif marketing) and tourism, through conducting research and using the method of confirmatory factor analysis and structural equation modeling to design and explain the online advertising model with a gif approach Marketing is dealt with in the tourism hubs of Iran. The research strategy includes a qualitative study of the data theory of the foundation and a quantitative analysis of the field. The results showed that the components (causal factors, contexts and outputs) of the online advertising model with the gif marketing approach in the tourism hubs of Iran were explained in order of priority and in order to conduct open interviews and coding, 62 indicators were extracted. The results of model validation and overall model fit index (GOF), which has a value of 0.794, showed that the overall model fit is desirable and as a result, the overall model is valid and approved.

This research was carried out in two stages with the aim of examining the model of advertising message effectiveness with an emphasis on Iran's national culture in the home appliances market, in the first part, the questionnaire of this research was examined using the Delphi method in three stages by experts related to the subject of the research. And the consensus was reached. Then, in the second or quantitative part, the research hypotheses were examined using the descriptive-survey method and using the questionnaire tool. The statistical population of the research consists of two groups: the first group includes academic experts and professors and the second group includes potential customers of household appliances in Tehran. In order to access the statistical sample, the potential customers present at the 19th International Exhibition of Household Appliances in Tehran were considered during four days, and for this purpose, 384 questionnaires were distributed based on the sample size obtained from Cochran's formula. SPSS and PLS software were used to analyze the data, and the findings of the research show that "national culture affects the mental image, media factors, emotions, values and norms, the reputation of the endorsers, the attractiveness of the occasions, the content of the advertising message and the validity of the message. advertising as well as the mental image, feelings, attractiveness of the occasions, the content of the advertising message on the attitude towards the advertising message, and on the other hand, the positive feelings and the validity of the advertising message on

Model Designing of Internationalization Speed of High-tech Businesses (Case Study: Pharmaceutical Industry)AbstractThe purpose of this study is to design a conceptual framework for international business speed based on advanced technologies, which has been done using a qualitative approach and applying the data research method of the foundation. Data collection tools were semi-structured interviews and in order to collect information, 20 sampled interviews were conducted with managers and export experts of the top companies exporting the pharmaceutical industry using purposive sampling method. The method of data analysis in this research is based on the systematic approach of Strauss and Corbin in three main steps of open coding, axial coding and selective coding which is based on continuous comparison.The result of the analysis of qualitative research data indicate the existence of casual factors such as how to export, the company’s Strategy for export; Interfering factors such as obstacles to internationalization, risks; Underlying factors such as modern technology, political stability; Strategic factors such as obtaining the necessary information to enter the international market, marketing; And consequences such as knowledge transfer and increased exports, which has been in the form of a comprehensive model.

This study aims to design a model of media performance in terms of brand equity in startups utilizing a mixed, qualitative-quantitative research method.

In the qualitative step, the required data was collected from semi-structured exploratory interviews with 16 university and industry experts as well as industry experts who agwre active in related fields throughout snowball, purposeful and theoretical sampling methods, Subsequently analyzed with grounded theory method through open, axial and selective coding. Finally, the model was presented. In the quantitative step, data were collected by distributing an online questionnaire among 384 consumers of Digikala brand. Afterward the extracted model was evaluated by structural equations modeling in lisrel, spss software.

The results indicate the media performance as main phenomenon, communicational strategy as causal factors, brand equity as strategy, brand Judicial features and brand competitive environmental features as moderators and eventually behavioral responses as Consequences. Additionally, the quantitative step the model fit was well.

in this research, creating brand equity using social media is recommended as a priority for the success of startup companies.

The purpose of this research is to provide a marketing model in recession conditions. The results of this study indicate the extraction of 6 main dimensions and 21 pivotal components which are in the form of a paradigm model including marketing proportional to recession conditions as a pivotal category and causal conditions (payments and bonuses during recession, economic and competitive situation during recession, rapid environmental changes during recession period and internal and external environmental conditions), underlying factors (the company's position in the market during recession, customer recognition and needs). They were in recession, creativity in marketing during the recession and marketing mix during the recession), interventionist conditions (increasing market share during the recession period, financial and human factors during the recession period, distribution channels and marketing network during the recession), strategies (differentiation strategy, cost strategy, contraction strategy and development strategy) and outcomes (continuation of customer relationship during recession, development of skills and creativity of enterprises and proper use of resources in the period stagnation) has been achieved.

Today, as work and activity has taken on a new form and is moving towards self-employment and self-employer, entrepreneurial roles have become very important. Entrepreneurship and entrepreneurs play a key role in the process of economic development and progress of different societies. It should be noted that entrepreneurs do not just create new job opportunities, Rather, with the necessary structure, thinking, mobility and culture, they carry out creative destruction in order to erect the lofty building of prosperity and progress from the heart of the ancient ruins . Given the importance of the tourism sector in Isfahan and the growth of this sector as a platform for achieving development goals and also the existence of unemployment in this province and in the tourism sector and work in handicrafts and factories, attention to the nature of entrepreneurship can be a solution to create There are job opportunities, so the necessity and conduct of this research, which tries to play the role of factors related to entrepreneurship development and also its ranking, is a step towards improving the problems and becomes necessary. Due to the importance and necessity of the subject, the present study has examined the components affecting entrepreneurship. The statistical population of the present study consists of 80 entrepreneurs in Isfahan, which according to Cochran's formula, the number of sample members was calculated to be 66. Using Grounded theory, these factors were identified, Finally, in the selection stage,19 indicators introduced as effective components on entrepreneurship.

This study is struggled to reply this question; the existence of the strategic alignment in the international marketing domain would caused export performance improvement. After that a decision support system (DSS) about export strategy alignment is presented. This research from the view of objective is a casual research and because of the research presents a model in the strategic level for export strategies, it is a developmental research. The study performed in Iran’s petrochemical companies which had export performance. The level of analysis is organization. The method of data gathering for export performance is external secondary data (Industrial Management Org. reports about IMI500 and the financial statement of the companies) and for determining the degree of strategic alignment the strategic reference points (SRP's) theory is applied. The result shows that: (1) Higher export strategies alignment caused increasing in the export performance, (2) Fuzzy measurements of strategic alignment and export performance caused a more accurate statement for reality, (3) In this research the utility of the fuzzy model to present a DSS for management has approved.

The purpose of this study is to provide a model to enhance the professional competence of managers It has been based on the development of creativity and innovation in Islamic Azad universities of Tehran province.Qualitative research approach based on grounded theory (systematic design) in this research has been the criterion of action.. The statistical population included experts and professors of university units and managers of the central organization of the Islamic Azad University.The sampling method is purposeful. The present study aims to describe the snowball sampling method It was performed as a targeted method for collecting qualitative research data to some extent The researcher reached a theoretical saturation using semi-structured interviews with 15 sample members.Using the results of the review of theoretical foundations and research background and content analysis of interviews conductedIndicators are identified to enhance the professional competence of managers and open in three coding stagesAxial coding and selective coding, the model of professional development of school principals in the six main categories of causal conditions, the central phenomenon (professional competence of principals),Managers 'professional development strategies, intervening conditions, and implications for managers' professional development are included.

Identifying customer behavior, especially customer experience, is a vital driver for the survival and profitability of companies. The dimensions and themes of this construct are very dynamic and changeable, its forming depends on the contextual situation. The more the environmental conditions are unstable, the more correct and timely identification is important. During pervasive crises, the impact of environmental factors on customer behavior is drastically severe. Customers are interested in online shopping due to the obligation made by new regulations: curfews and social distancing during the Covid 19. Subsequently, identifying customer behavior became more and more important to experts and researchers. The purpose of the study is to identify the dimensions and themes, and providing a model for online customer experience in this critical era. The qualitative meta-synthesis research approach was employed to systematically analysis and assessment of previous researches. The research population includes all relevant articles and researches. By reviewing 36 selected articles among 326 initial articles, 7 dimensions, 18 themes and 63 codes were identified. Validity and trust of the dimensions, themes and codes were confirmed (kappa = 0.71). The codes were ranked using Shannon entropy technique, the level of support of previous researches for the research findings was calculated. In this study, two important results were obtained. First, during Covid19, there are seven dimensions in the online customer experience model, including company, app/site, product/service, security, purchase, hygiene, and emotional experiences, revealing a new categorization. Second, the dimensions and themes are significantly different from previous models of this construct.