فرزاد آسایش

The aim of this research is to present a model for customer knowledge management in industrial companies affiliated with the Mostazafan Foundation.

This research is applied in purpose and descriptive-analytical in nature. The research method is qualitative. The statistical population consists of academic experts and managers of industrial companies affiliated with the Mostazafan Foundation, from which 12 individuals were selected using the snowball sampling method and theoretical saturation. The tool for collecting qualitative data is a semi-structured interview based on theoretical foundations. The analysis method for this section is grounded theory.

The results of this section of the study are presented in the form of four main categories and 19 subcategories. The identified factors include: assessment of the current state of knowledge in the organization, knowledge collection, documentation, and transfer, effective communication with customers and a complete understanding of their needs and interests, focusing on the process of knowledge creation around the customer, psychological examination of customers and customer behavior analysis, customer feedback strategy (via surveys, comments, feedback, and interviews), focusing on the company's knowledge products, reviewing the history of current customers (previous purchase behaviors), utilizing creative ideas about products and services, focusing on the education of knowledge transfer and management methods, strengthening technological infrastructures, collaboration with customers in creating shared value, comparing sales of new products with competitors' products, measuring the extent of achieving the set goals, increasing efficiency in customer service and customer orientation, digital self-service tailored to the customer (in customer support), intelligently transferring customer requests to the relevant expert, creating the maximum value from knowledge and knowledge management at a strategic level, and increasing quality and speed in decision-making and customer service.

The results of this research provide a comprehensive customer knowledge management model that can enhance communication, customer satisfaction, and the performance of industrial organizations affiliated with the Mostazafan Foundation.

the aim of this research is to provide a value creation model in the insurance service industry with a focus on blockchain technology (strategies and consequences).The type of research is applied and developmental in terms of purpose, in terms of execution method, exploratory in terms of qualitative data type. In the qualitative section, the information sources of scientific articles in the period from 2015 to 2022 were extracted from the advanced search of Google and Science Direct, and in the semi-structured interview section, there were 14 experts of public and private insurances who were selected by the purposeful (judgmental) sampling method.The data were also analyzed using the foundation's data analysis method with a grand theory approach, through 3 stages of open, central and selective coding. A number of 128 concepts from open codes extracted from scientific texts and interviews were categorized in the form of 22 subcategories and 13 main categories, which were placed as a research conceptual model in the form of three main classes of blockchain-based value creation (central pillar), strategies and consequences.In the qualitative part, the method of collecting information, field and library (interview method and reading texts), data collection tools included interview guide or interview card and receipt. In the analysis of qualitative data, MaxQDA 18 software was used. In the qualitative part, the method of collecting information, field and library (interview method and reading texts), data collection tools included interview cards and vouchers.The results showed that the proposed model can help managers and planners of the insurance industry in determining strategies for the development of insurance services and improving the scientific and technological management of this field

The current research was conducted with the aim of designing a sustainable marketing model in Alborz Insurance with a focus on artificial intelligence.

According to the type of data, the research method is qualitative and exploratory in nature. In the qualitative statistical population, 15 people were selected from among the experts until the theoretical saturation limit was reached, which included university and Alborz insurance experts who were selected by targeted non-probability sampling. A semi-structured interview tool with 5W1H technique was used to collect data, and the foundation data method was used for data analysis.

In the current research, 5 components including artificial intelligence capabilities, marketing innovation, organizational capabilities, cultural capabilities and sustainable marketing performance and 13 indicators and 40 codes have been identified. Causal conditions include the capabilities of artificial intelligence (competence of artificial intelligence, quality of artificial intelligence services, experience of using artificial intelligence). The intervening condition in the current research is marketing innovation (product innovation, process innovation). Similarly, strategies include organizational capabilities (entrepreneurial competencies, strategic competencies) and the background conditions in this research include cultural capabilities (innovative culture, changeable culture). Also, the results are sustainable marketing performance (sustainable purchase intention, achieving sustainable competitive advantage, sustainable marketing activity, sustainable smart marketing).

The use of artificial intelligence algorithms and marketing innovation will improve the recognition of customer patterns, offer the best insurance for each customer, and improve communication with customers. These types of tools can help Alborz Insurance Company to improve its marketing process and thus achieve more success and stability.

This research was conducted with the aim of investigating the role of moral intelligence in the tendency to disclose (whistleblowing) in the public accountant community of Iran. The research method is a descriptive correlational type of research, and by using Morgan's Krejci table, 297 people from chartered accountants working in 1402 were selected as the sample size using a purposive sampling method and the moral intelligence questionnaire of Lenik and Keel (2005) and the questionnaire of tendency to Afshagari Alineqian et al. (2015) answered. Data analysis was done using Kolmogorov Smirnov test, Pearson correlation test and stepwise regression analysis and statistical software. The findings showed that there is a significant and positive relationship between the moral intelligence of auditors and the willingness to disclose, and moral intelligence can predict the willingness to disclose in certified accountants. In the above explanation, it can be said that according to logical approaches in moral decision-making, moral intelligence directly leads to moral judgment in people, and the core of this relationship is logical reasoning. This ability can act as a guide for the auditor's behavior and actions and provide his inner ability to recognize in critical decision-making situations.

The present study aims to design and provide a well-founded and reliable framework for content marketing in the banking industry of Iran, with the objective of enhancing the effectiveness of this approach and contributing to increased market share and profitability of banks. 

This mixed-method research was conducted in two phases: qualitative and quantitative. In the qualitative phase, grounded theory was used to design the model. A purposive sampling method was employed, selecting a group of academic experts and banking industry specialists, and in-depth interviews were conducted until theoretical saturation, which was reached after 15 interviews. The collected data were analyzed systematically and continuously in three stages: open coding, axial coding, and selective coding. In the quantitative phase, the designed model was validated using confirmatory factor analysis based on a covariance approach, and path analysis was used to finalize the model. 

During the open coding stage, 188 concepts were extracted, which were grouped into 41 categories through axial coding. Finally, 10 main categories were identified: understanding the business and planning, establishing a content management and strategy unit, defining content marketing goals, understanding the audience, identifying audience needs, generating content ideas and topics, managing content production, managing content dissemination, managing customer expectations and experiences, and gathering feedback for process improvement. The final model was developed based on these categories and validated in the quantitative phase. 

This study presented a comprehensive and clear model for content marketing in the banking industry, outlining specific stages and processes for implementation. The model has the potential to enhance the effectiveness of content marketing strategies and contribute to the improvement of market share and profitability for banks.

The final goal of the research is to provide a model for co- branding according to the modern banking structure of our country so that it can cover the growing needs in the field of banking.

In this research, to achieve the co- branding model, the qualitative method of foundation data theory has been used, and the main basis for collecting information in this method is to conduct semi-structured interviews with knowledgeable people and experts in the sampling used in this article was theoretical sampling. After conducting interviews and collecting information, the codes obtained in different sections were analyzed and after three steps of open, central and selective coding, the final model was obtained by the researchers of this article

The final model consists of the sum of the central category, causal conditions, intervening conditions, strategies and finally, the consequences and results of co- branding. Each of these conditions and factors that make up the model have variables and categories that pay attention to them to achieve the final goal of co- branding. Originality: Tis article is taken from thesis of Phd.Masoumeh Ghaffari charati

 A large part of the sustainable marketing literature is devoted to the concept of “green”, which implies the environmental aspect of sustainable development, and it seems that the social aspect of sustainable development is less considered. Meanwhile, the company's social actions are very important, not only in terms of achieving sustainable development goals (this can be seen by referring to the 17 goals of the sustainable development program); they also have a positive impact on the image of the company and can attract customers' trust to social brands. However, in domestic literature, not much research has been done in relation to social branding. On the other hand, in many cases, the two concepts of social media branding and societal branding are confused with each other. The first refers to the use of social networks in branding activities, while the second basically refers to the social responsibility considerations of the company in branding operations, which is the subject of the present research. This research has been done with the aim of providing a branding model for Iran's dairy industry. 

The main purpose of this research is to model social branding in the direction of sustainable development, so the current research is in the scope of developmental research. Since in this research we arrive at a general pattern from the data obtained from interviews and questionnaires, therefore, the approach of this research is inductive. Qualitative data analysis was done with the methods of exploratory and interview-based data theory, and quantitative data analysis was based on the nature and method of descriptive survey research, which is a questionnaire for data collection. The statistical population of this research in the qualitative part included university professors and managers of dairy companies. The selection of the statistical sample was continued using the purposeful snowball sampling method until the level of theoretical saturation and data sufficiency. A total of 19 experts were selected as samples in the qualitative section. The population studied in the quantitative research are the managers, supervisors, and employees of the livestock company (N = 730). To calculate the sample size, Cochran's formula for limited communities was used, and the statistical sample size reached 252 samples, which we distributed 300 questionnaires among them for more certainty. The main tool of data collection in the qualitative part is a semi-structured, in-depth interview. In the quantitative part, to test these research hypotheses, a researcher-made questionnaire containing 47 items was used to collect information. The items of the questionnaire have been formulated exactly based on the indicators identified in the qualitative phase of the research. In order to evaluate the reliability of the questionnaire, Cronbach's alpha coefficient was calculated, and two methods of form-content validity (CVR-CVI) and construct validity (convergent validity and divergent validity) were used to check the validity. In order to determine the validity and reliability of the interviews, two methods of re-testing and double-coder agreement were used. Qualitative data was analyzed using the foundation data method. Data analysis has been done in the qualitative section using Maxqda software. Inferential statistics and the partial least squares technique (PLS) were used to analyze the data and test the research hypotheses. 

A questionnaire was provided to the statistical sample based on the results of the qualitative analysis of six categories of factors, including causal factors, mental paradigms of managers, optimization, organizational culture, and social responsibility. The results obtained by calculating Cronbach's alpha, combined reliability, shared reliability, and AVE showed that the questionnaire has good validity and reliability, and finally, the model has a good fit. 

In relation to the causal conditions of social marketing categories, the mental paradigms of managers, social responsibility, optimal mining, and organizational culture were identified. The statistics of the “social marketing” category as one of the causal conditions of social branding are quite expected, because one cannot expect success in social branding without social marketing activities. An important category that was identified under the causal factors is the mental paradigms of the managers. Social branding is not just a category of communication and directives, and it is realized when the company managers (especially the senior managers of the company) are really concerned about society mentally and intellectually. This result is consistent with the findings of Al-Hosseini et al. (2014), Amiboor et al. (2021), and Kaur et al. (2020). The microenvironment and competitive environment were identified as contextual categories. This finding shows that even if the managers of an organization do not have much desire for social affairs, it is the general trend of society that leads organizations towards public benefit and social responsibility actions. For example, changes in consumer income levels can affect their purchasing habits and preferences for certain brands. This result is consistent with the findings of Al-Hosseini et al. (2014), Amiboor et al. (2021), and Kaur et al. (2020). Regarding the intervening conditions, the categories of employee participation and sustainable competitive advantage were identified. Sustainable competitive advantage refers to the unique strengths and resources that a dairy company has that allow it to outperform its competitors in the long run. In the dairy industry, sustainable competitive advantage can be obtained from various factors such as product quality, production efficiency, distribution channels, brand reputation, etc. Dairy companies rely on employees to ensure that their products meet high quality standards. When employees work together and communicate effectively, they can quickly identify and address production issues and challenges, resulting in better-quality products. These findings are consistent with the results of previous researchers (Rojas et al., 2023; Zahedi et al., 2020). Based on the results obtained in relation to the central category of the research, the category of social branding management was identified. Social branding management refers to the process of creating and maintaining a “community-oriented” or “community-friendly” brand image for a company's products or services. The role of social branding management is vital to the branding model of dairy companies. Social branding management can help to create a unique and convincing brand “social identity” that connects with consumers. The results are in line with the findings of Shafiq et al. (2023) and Wu et al. (2024). Charitable marketing, cooperative branding, and target market selection were identified as strategic categories. Brand development through joint branding and the formation of economic clusters can also be a suitable solution for small domestic dairy companies. On the path of progress, many small and start-up businesses face challenges that larger businesses usually do not face. This can lead to higher conversion rates, increased customer loyalty, and higher profits. These findings are consistent with those of Christiansen (1922), Dumont and Oates (2020), Dhaka et al. (2022), and Iskanderpour et al. (2023).

This study has been conducted with the aim of providing a local model of increasing market share in Iranian dairy industries with a qualitative approach. The present research is considered to be a qualitative research method in terms of its purpose, applied research type, and in terms of data collection method. The statistical population includes 12 experts, including professors of Islamic Azad University in marketing fields, including marketing managers in dairy companies who are familiar with market share issues. The sample size was determined based on reaching theoretical saturation in the interviews. The main tool of data collection in the field section includes semi-structured interviews. Data base theory approach using MAXQDA software was used to analyze qualitative data and provide a paradigm model. Based on the results of the qualitative analysis of six categories of factors including causal conditions (internal marketing, product life cycle management, market attractiveness, marketing mix, competitive strategy and planning and targeting), background factors (characteristics of customers, competitive environment and market turbulence), central phenomenon (market share development strategy), strategies and measures (market share management, sales promotion, advertising, competition, special brand value and market segmentation), intervening factors (risk management and sustainable competitive advantage) and The consequences (establishment of brand position, profitability, bargaining power and increase in market share) were identified. As a result, the paradigmatic model of the native pattern of increasing the market share in Iran's dairy industries has been fully drawn with a qualitative approach according to six conditions (contextual, causal, intervening, central phenomenon, strategies and actions, and consequences).

The average size of the global online market for supermarket goods is about 9 times larger than Iran. Therefore, with the aim of finding effective factors and providing implementation solutions to the country's online supermarkets, this research has investigated the impact of decision-making structure & characteristics of supermarket goods on the change of consumer purchasing behavior from offline to online with the mediating roles of technology & e-commerce acceptance & consumer innovativeness. The objective of this research is practical, and the method used is descriptive-survey and to test the hypotheses, a researcher-made questionnaire was used. The statistical population consists of all online buyers of supermarket goods, 384 people were randomly selected for the sample by the simple random method using Morgan's table. Construct validity and questionnaire structure were confirmed by confirmatory factor analysis, reliability with Cronbach's alpha coefficient, and composite reliability in SmartPLS and SPSS software. In data analysis, the Kolmogorov-Smirnov test for normality of variables, the Friedman test for prioritizing variables and indicators, and the Structural Equation Modeling (SEM) were utilized to test research hypotheses. The findings indicated that the decision-making structure & characteristics of supermarket goods have a positive and significant impact on the mediating variables of technology & e-commerce acceptance & consumer innovativeness, and ultimately lead to a change in consumer buying behavior from offline to online. As a result, to expand the online market for supermarket products in Iran, major players in this industry such as Digikala, Snapp, and Okala, In addition to understanding consumer decision-making models, particularly when purchasing supermarket goods, they should consider the effective role of technology & e-commerce acceptance & consumer innovativeness in their marketing and advertising strategies to encourage customers to make online shopping.

Today, higher education is considered one of the most important bases for the development of societies. Today, higher education is considered one of the most important bases for the development of societies. Blockchain technology affects many areas, one of these areas is education and universities. Therefore, the current research seeks to identify and analyze the effective drivers of the future of higher education with a focus on blockchain technology.

The current research is applied in terms of orientation and is post- positivism in terms of philosophical foundations. Fuzzy-Delphi and Marcus methods were used in this research. The theoretical community of the research, the educational managers of the large public universities of Iran, and the judgmental sampling method and the samples were selected based on the expertise and experience of experts in the fields of higher education and blockchain technology and the sample size was equal to 10 people. Data collection tools are interviews and questionnaires.

At first, through background review and interviews with experts, 18 drivers were extracted, 14 of which were from the background and 4 through interviews. In the following, they were screened by distributing expert questionnaires and fuzzy Delphi method. 9 drivers were considered as final drivers. The final drivers were prioritized by the Marcus method.

3 drivers, the approach of universities towards new technologies, the coordination of the educational system with the systems and infrastructures of other universities, and the support of the senior managers of the universities were the highest priority respectively.

The objective of this study is to design a gamification model for digital marketing using the grounded theory method.

This qualitative study utilized the grounded theory approach. Data were collected through semi-structured interviews with 15 experts in the field of digital marketing and gamification. Participants were selected using purposive sampling, and the interview data were analyzed through open, axial, and selective coding stages.

The findings revealed that causal factors such as understanding customer behavior and fostering user interaction play a critical role in the success of gamification. Additionally, contextual factors like organizational culture and specialization, as well as intervening conditions such as environmental limitations and digital platform capabilities, affect the implementation of gamification. Key strategies identified included game design quality and customer experience management, which led to outcomes like marketing success and increased profitability.

The results suggest that gamification can be an effective tool for increasing user engagement, improving customer experience, and fostering brand loyalty in digital marketing. Proper design of gamification elements and effective management of customer experience are essential for success. Organizations should focus on understanding customer behavior, enhancing organizational culture, and promoting specialization to fully benefit from gamification.

The banking industry is one of the most important and influencing industries in today’s world and highly relies on identifying customer needs besides planning and providing solutions for proper response to their needs. Emphasis on exclusivity and strong competitive power within the banking network can significantly impact the performance and portfolios of banks. To prevent crises and future risks in banking networks, more attention should be paid to managing banks' exclusive power. Foreign currency services form a major part of banks' services and generate substantial income in both rials and foreign currencies. Therefore, the main purpose of this research is to provide a pattern for promoting the capability of competitiveness of customer foreign currency services in the banking industry.

This study is applied research in which a mixed research method has been used. Resources and articles were studied using documentary analysis. The Delphi test was applied to determine dimensions, elements, and indices. Structural equations analysis test, exploratory factor analysis, and Lisrel software were used to determine the current status and influencing elements. The statistical population in the quantitative phase comprised managers and employees engaged in banking marketing and foreign currency operations. The participants in the qualitative section consisted of experts specializing in the same field. The sample size consisted of 166 individuals, including experts and knowledgeable individuals, selected using a random sampling method.

Using the Delphi method, a pattern for promoting the capability of competitiveness of customer foreign currency services in the banking industry was extracted. The method was applied three times to reach an agreement between the experts. Moreover, the level and extreme effectiveness were confirmed using structural equations tests and exploratory factor analysis. Based on the obtained results, it can be concluded that the coefficient of all factors had a significant effect on the final model, confirming the effectiveness of each factor in promoting the competitiveness of customer foreign currency services within the banking industry.

Foreign currency services constitute one the most important parts of banking services. They result in high incomes for banks, therefore, banks need to undertake requisite measures to establish a competitive edge in attracting, retaining, and servicing customers, while also evaluating the prevailing conditions in the banking sector. For each foreign currency service, banks adopt various procedures simultaneously when handling requests for foreign currency services, including submission, documentation completion, and customer file creation. Banks can possess a greater share of the foreign currency market by adopting proper strategies and determining elements for the capability of competitiveness. This study shows that major elements such as “banking activity”, “credit portfolio”, “monetary and financial”, “market share” and “extra-organizational” shape patterns for promoting the capability of competitiveness of customers’ foreign currency services in the banking industry.

Today, maintaining effective employees is one of the most important factors in achieving the goals of any organization. As much as the judiciary can attract more qualified personnel and if he maintains and uses it more effectively, he will be more successful in achieving his goals. The purpose of the research was to evaluate the strategic factors affecting employee retention policies in government organizations. The research method is practical in terms of purpose and descriptive of correlation type according to the method of data collection. The statistical population of the research includes employees of the judiciary in Tehran in 2023. Using Cochran's formula, 384 people were selected as a sample and 425 questionnaires were distributed and 415 questionnaires were collected. The reliability of the questionnaire was measured by calculating Cronbach's alpha coefficient, which was 0.810. Data were analyzed using structural equation modeling and Smart-PLS software. The findings indicate that organizational commitment, job satisfaction, internal learning ability, and job commitment have a significant effect on the administrative innovation of the judicial branch organization. Finally, administrative innovation has an effect on the retention of employees of the judicial branch.

The purpose of this research is to identify the factors influencing the creation of brand identity in the banking industry of Iran. According to its purpose, the research method is applicable, and in terms of implementation, it is qualitative and based on the case study approach. The statistical population of this research includes Iranian banking industry experts who were senior managers of Bank Mellat in Tehran. The number of 23 experts who had sufficient knowledge and expertise in the field of brand was selected by judgmental sampling and snowball method, and data collection was done using semi-structured interview tool. The interviews were continued until theoretical saturation was reached, and the text of the interviews were analyzed and coded using the MAXQDA 2018 software. Data analysis led to the identification and extraction of research findings including 130 primary codes, 33 concepts, and 10 categories. Based on the results of this research, the categories of goals and strategies, structure and processes, human resource management, organizational culture, internal branding, communication, banking services, financial power, visual identity, and verbal identity are identified as the important factors affecting the creation of identity in the banking industry of Iran.

The volume of online shopping compared to offline shopping and the speed of change in consumer behavior from online to offline in Iran is much lower than the world average. Therefore, this research aims to design and validation of the change in the end-user's behavior model from offline to online in the FMCGs group. A mix of qualitative (grounded Theory) and quantitative (structural equation modeling) methods are used to identify components, indicators, and the relationship between them. In the qualitative section, 10 experts were selected by snowball sampling and in the quantitative section by Cochran's formula, 384 people were determined by simple random sampling. Semi-structured interviews were used to collect qualitative data, whereas questionnaires were used to collect quantitative data. Content validity and face validity were confirmed by the Delphi technique, construct validity and questionnaire structure by confirmatory factor analysis, reliability by Cronbach's alpha coefficient, and composite reliability in SmartPLS and SPSS software. MAXQDA software was used to analyze qualitative data. Kolmogorov-Smirnov test for normality, the Friedman test for prioritizing components and indicators, and the structural equation modeling test for path analysis and model validation were used to analyze quantitative data. In the qualitative results, 8 components and 60 indicators were confirmed. Ranking of components based on quantitative results includes consumer decision-making structure, the consequences of consumer behavior in online platforms, FMCGs competitive advantage, consumer behavior models, marketing and advertising communication channels, consumer innovation technology, and e-commerce acceptance and marketing strategies.

One of the fundamental concepts in the domain of brand is brand identity. The purpose of this research is to discover the effective categories on brand identity building in Iranian banks and examine the relationships between them, in order to present a model. The method of this research is mixed and the systematic approach of Grounded theory has been used to design the model.In the qualitative phase we collected data from interviews with 23 banking experts (Mellat Bank) and research concepts were extracted from the text analysis of the interviews. Then, in order to confirm the qualitative phase of research and test the model, we used a questionnaire that was distributed among 112 banking experts (Sepeh, Maskan, Tejarat, Parsian and Saman banks). The sampling in the qualitative phase, was judgmental and snowballing, and in the quantitative part, was cluster sampling. In the process of qualitative data analysis, we found 350 primary codes, 79 concepts and 23 categories. The central phenomenon of this research was Building brand identity, and the findings included the following categories: lack of community awareness, lack of sufficient trust among society and customers, decrease in customer satisfaction, decrease in customer loyalty, domestic competitors, decrease in employee’s commitment and degradation of brand image as causal conditions. The categories of goals and strategies, human resources management, internal branding, communication, services and tools, financial strength and choosing the type of customers as strategies.  The categories of organizational culture, structure and processes as background conditions. The categories of political, social and economic limitations as intervening conditions. The results of the research show that the use of strategies presented for brand identity building in banks has a high impact on achieving the consequences of creating brand citizenship behavior in employees and creating a favorable brand image in the society.

Branding is the process of creating a strong awareness of a product or service in the market using a logo, design, symbol, or slogan i.e. the elements used in advertising. Branding includes creating effective communication between a company and its customers. It has a positive and substantial impact on the customer's mind. The absence of a specific branding model can be interpreted as a primary factor contributing to the disregard of branding activities by dairy company managers. Over the past two decades, there has been a substantial increase in the number of active companies within the dairy industry, driven by shifts in consumption patterns. This surge has led to a sharp rise in competition among these companies. In such a situation, having a branding strategy can act as an important factor in increasing the competitiveness of dairy companies. With the increase in competition in the Iranian dairy market, there is an urgent need for branding to maintain a competitive position in this industry. This study was carried out to propose a local model for branding in Iran's dairy industry.

This developmental-fundamental research was carried out using a qualitative approach and conducted as a cross-sectional study. Creswell and Clark (2007) were referenced in designing a paradigm model based on grounded theory. The data were collected through semi-structured interviews with experts from Iran's dairy industry. The statistical population in the qualitative phase comprised of 12 managers of Iranian dairy companies, including experts and specialists in the dairy industry. The primary method of data collection involved conducting semi-structured interviews. A grounded theory approach using MAXQDA v.10 software was used to analyze qualitative data and present a paradigm model.

Based on the results of qualitative analysis, six categories of factors including causal conditions, contextual factors, strategies, central phenomenon, intervening factors, and consequences were identified. The macro-environment and competitive atmosphere were identified as the main components in the contextual category. Regarding causal conditions, two main categories including marketing mix, mental paradigms of managers, social responsibility, optimal mining, and organizational culture were identified. Considering strategic brand management as a central research phenomenon, brand personality indicators, brand culture, brand audit, brand participation, brand performance, and brand building were identified. Customer relationship management, brand equity, and target market selection were identified as the main categories of strategies and actions. Sustainable competitive advantage and employee participation have been identified as the most important intervening factors. Marketing performance (brand loyalty, customer satisfaction, increased market share, and increase in the number of customers) as well as financial performance (profitability and increase in sales) were identified as the main outcomes.

Based on the findings of this research, adopting a comprehensive branding model in dairy companies has the potential to enhance both market and financial performance.

Sustainable development in the banking industry can be defined as the comprehensive development of banking strategies that lead to sustainable economic development. Thereby, banking strategies include a set of operations and strategies that make the bank economically, environmentally and socially viable. Accordingly in early stages, banks focus on transforming internal banking operations, including the use of renewable energies, automation and other measures in order to minimize carbon emission through banking activities. Subsequently, they adopt environmentally friendly financing methods and assess the environmental risks of their projects before making financial decisions. Such application of green strategies in the banking sector is not only environmentally beneficial, but further brings many benefits such as reducing credit risk, reducing costs and increasing the reputation of the bank as an organization that supports environmental causes. Furthermore, through the utilization of social media, banks can aid in designing more efficient means to attract customers. By monitoring the data generated through social media, banks can analyze customer reactions to products offered by competitors and adopt appropriate strategies to increase customer satisfaction and attract new customers. On the other hand, it could lead to the improvement of performance and the reducing banking risks. Therefore, the purpose of this research is "sustainable development of the banking industry through the utilization of social media with an emphasis on customer participation". The research methodology of this paper combines qualitative and quantitative methods, and the data for this study was collected through conducting interviews and questionnaires. The findings of the research show that the categories to be presented in the visual model can be placed under five categories: causal conditions (4 sub0categories), background or context (2 subcategories), intervening conditions (3 subcategories), strategies (3 subcategories), consequences (3 subcategories). Finally, the results show the significance of the relations and components of the presented model. Hence, the results show that social media can play a role in the development of the banking industry by enabling the participation of customers in banking activities.

This research has been carried out with the aim of investigating the effect of entrepreneurial orientation on radical innovative performance with regard to the mediating role of two-way knowledge absorption capacity in a modern insurance company using a descriptive-survey method. The statistical population of the research includes all the experts and managers of the headquarters of Novin insurance company, numbering 414 people, and using Cochran's formula, 200 people were selected as a statistical sample. A simple random method was used to select the samples. To collect the required data, the standard questionnaire of Sarsah et al. Cronbach's alpha coefficient is estimated as 0.773, 0.776, 0.745 and 0.763 respectively. And for data analysis and hypothesis testing, structural equation modeling was used in SPSS 26 and LISREL statistical software. The results of applying structural equation modeling in the Lisrel software environment showed that entrepreneurial orientation directly and indirectly affects radical innovative performance through the mediating role of potential absorptive capacity and realized absorptive capacity.

Introduction Tourism has become one of the growing sectors in the world today and its effect goes far beyond the economic and business aspects. With the ever-increasing demand for travel and the tourism industry becoming one of the largest industries in the world, every country needs to strive for social economic development and infrastructure growth to attract potential tourists. In this regard, the expansion of communication techniques along with the transfer of medical knowledge has led to the emergence of a new form of tourism called health tourism. In other words, the combination of medicine and tourism is considered a new form of tourism today [1]. Familiarity with medical medicine and the transfer of medical knowledge from different regions of the world to each other has led to the emergence of a branch of the tourism industry called health tourism. Factors such as changes in consumer values, structural changes, aging of the population, and the requirements of the health service system can be considered as the main factors of the emergence of health tourism. Among the most important factors affecting the development of the health tourism industry, we can mention social security, having international standards in medical centers, issuing treatment visas, developing public infrastructure strategy, human resource development strategy, information and marketing system development strategy, and product development strategy [21]. Therefore, considering the importance of marketing in tourism, especially health tourism, no research shows a scientific model in this field. Based on this, the main problem of the current research is to investigate the impact of marketing on the development of health tourism and to present a marketing model for the development of health tourism in Tehran.Materials and MethodsIn this research, the marketing model of health tourism development in Tehran has been presented. According to the purpose, the research method is applied and in terms of approach, it is exploratory and explanatory, and the research method is also qualitative. The statistical population of the research includes experts in the tourism and health industry. Due to the qualitative nature of the research, first pluralism was used in library resources. For this purpose, domestic and foreign article databases and human databases were used to obtain resources, and then the interview method was used to collect data. For this reason, the purposeful snowball sampling method was used. Thus, first, an interview was conducted with people who had the necessary expertise in the field of the research subject, and at the end, they were asked to introduce others who could help the researcher in the research. For this purpose, by referring to a number of tourism and health industry experts, the prototype was selected and semi-structured interviews were conducted with them. At this stage, by asking the interview questions and taking into account the expertise of the people, the interview space was initiated and promoted. Accordingly, in this research, data collection was carried out until the theoretical saturation of information on the subject and where the new data collected did not differ from the previously collected data. Finally, 12 people were selected as research samples in this phase in the qualitative section. The interview was conducted face-to-face, without bias, and mainly at the workplace of the participants, alone and using their voice recordings (with coordination).FindingsIn the current research, the steps of foundation’s data theory is in 4 steps: studying and collecting primary data; conducting semi-structured interviews with tourism and health industry experts; coding data to obtain concepts, components, and dimensions; and finally, identifying new components and establishing relationships between components and dimensions. Based on this, three types of coding (open, central,and selective) were done. Next, after open coding, 160 concepts, totaling 760 words, were extracted from the data. After open coding, axial coding was done and research categories (components) were determined. Based on this, 22 components were determined in the form of 7 dimensions. After extracting the components, in the selective coding stage, the components were categorized in the form of themes (dimensions). After open coding, axial coding is done. Categories (components) can be obtained through axial coding. After determining the dimensions, components, and concepts, to determine the relationships between the identified components and dimensions, the framework prescribed by the Foundation Data Theory was applied for modeling.ConclusionThe development of health tourism infrastructure in the tourism industry will be extremely vital and sensitive in this era and will create a new direction and perspective in the development of research in the field of the tourism industry. The tourism industry, like other industries, must accept the requirement that it must adapt its business to the required infrastructural transformations and carefully monitor the future prospects of this field to be able to meet the needs of the market according to the new conditions. In the qualitative part, the results showed that the health tourism model has 5 causal, contextual, interventional, strategy, and consequences components. By analyzing and interpreting the conducted interviews, a set of mixed elements of marketing were also identified as causal factors that affect the central factor which is the intention of health tourism. Therefore, it can be claimed that the first factor that affects the intention of health tourism and causes the behavioral control of tourists is the mixed elements of marketing like medical services (product), treatment cost (price), location, promotion (promotion), preventive processes, and natural factors.The central action of the research was the intention of health tourism. Therefore, during the analysis of the conducted interviews, tourism intention was determined as the basis of attracting health tourists to tourist destinations, especially in Tehran. In most of the interviews conducted, the interviewees emphasized that the attraction of health tourists requires the intention of tourism. In other words, tourists’ learning and their evaluation of travel and destination conditions have led to acceptance and belief in travel, internal motivation, and accurate choice of tourist destination, which further compels tourists to plan for travel, use opportunities and resources, coordinate with travel agents prepare tickets, hotel reservations, and travel plans. Environmental and organizational factors have been the intervening factors of the current research model. The analysis of conducted interviews showed that environmental factors including political security factors, economic factors, and cultural factors of tourism are among the most important intervening factors that can influence the attraction of health tourists in tourism destinations. The results showed that the political and security factors of the region, especially the tourist destinations, which are heavily affected by terrorist acts, kidnapping of tourists, regional wars, internal and regional disturbances, and the conditions of sanctions, cause political instability and security threats. This issue affects the economic recession, currency fluctuations, unemployment rate, excessive price growth, and hinders the attraction of tourists. The improvement of infrastructure has been one of the underlying factors of the present research model and has a significant effect on the attraction of health tourists. To attract health tourists effectively, a suitable platform should be adopted. The results of this research showed that the infrastructure provides a platform for attracting health tourists in Tehran and the destinations should use these criteria to improve empowerment, especially in the human and environmental fields, and adopt a targeted strategy according to their strengths and weaknesses. The results also showed that the development of infrastructure including transportation systems, accommodation and health services, hospitality services (food and restaurants), and information and communication systems are effective in attracting health tourists to Tehran. Attracting health tourists has been the strategic factor of the current research model. The analysis of the conducted interviews showed that the attraction of health tourists through the satisfaction of therapeutic travel, revisiting if needed, and introducing the tourist destination to friends and acquaintances with similar intentions, causes economic, cultural, social, political, and environmental development in tourism destinations. Therefore, the tourism industry as the largest social mobility has numerous cultural, economic, and political consequences.

The current research is mixed (qualitative and quantitative) and research information was collected through interviews and questionnaires. The statistical population of the research in the qualitative part included experts, professors and experts in the research field in the banking industry, and 18 people were selected until reaching theoretical saturation. In the quantitative part, all the customers, managers and experts in the banking industry were in an unknown number, 385 people were selected by Cochran's method. The sampling method was snowball and the primary data were collected through interviews. According to the methodological process, 101 concepts were finally obtained during three stages of open coding, central coding and selective coding. In the next step, some concepts were put in the form of a category so that 17 categories were obtained for this research. The findings of the research showed that 1 category emerged as a central category, which includes the concepts of: effective human resources, customer data analysis and customer identification, customer relationship management, policies and programs, content strategy formulation, special focus on establishing Communication is being social. Other categories to be presented in the visual model were placed in five categories of causal conditions (4 categories), background or context (2 categories), intervening conditions (3 categories), strategies (3 categories), consequences (3 categories). Next, based on the indicators, components, concepts and categories of the proposed model, a questionnaire of 101 questions was developed, and finally the results showed the significance of the relationships and components of the model.

The main goal of the research is to present a digital marketing model for the development of the hotel industry (Kish Island study). The method used in the qualitative part of the research is foundational data theory, in order to collect data in the qualitative part, a semi-structured interview tool was used, and in the quantitative part, a questionnaire tool (made by the researcher) was used. The statistical sample of the research in the qualitative part includes experts and experts of the hotel and tourism industry, in order to conduct the interviews, the opinions of 12 experts related to the subject of the research were used, and in the quantitative part, in order to complete the questionnaires (made by the researcher), the opinions of 65 managers and employees of Kish Island hotels were used. In order to analyse was used in MAXQDA, the findings based on the data base theory in the qualitative section showed that the 7 components of digital marketing are: technical features of digital tools, relative advantage (value), cost (price), process management, promotion, service quality and information quality, which affect tourism intention. In order to test the conceptual model, a questionnaire consisting of 6 dimensions, 25 components and 59 items was designed and distributed among the statistical sample. The results obtained from the quantitative findings from the structural equation modelling confirm the qualitative findings. the data analysis of the quantitative part of the research was done using smart PLS.

The purpose of the present study was the interpretative structural modeling of the factors affecting the application of blockchain technology in the banking industry. This study is based on the practical purpose and from the perspective of the method in the field of mixed studies with deductive-inductive approach. Identifying the effective factors on the application of blockchain technology in the banking industry was done through semi-structured interviews based on theoretical saturation with professors in the field of information technology, banking management and experts active in the banking industry. T, the opinions of senior managers and experts in the banking industry in the number of 50 people were used with the purposeful sampling method and with the help of a questionnaire. Validity and reliability of the questionnaire were confirmed using content validity and test-post-test method. Coding the resulting data using Atlas.ti software led to the identification of 14 factors affecting the application of blockchain technology in the banking industry. Modeling of the identified factors with interpretive structural method led to the formation of seven levels, policies, awareness and regulation were the most effective factors and productivity was the most impressionable factor.

Health tourism is one of the fastest-growing branches of tourism in the world. Health tourism not only leads to the strengthening of the scientific, political, social, and regional sectors but also has many economic and marketing benefits. Therefore, to increase the economic prosperity of the country and promote the health tourism industry in Iran, and achieve a suitable position among the countries of the region, it is necessary to understand the marketing of health tourism development. The present study examines the marketing model of health tourism in Tehran. The research method is qualitative, applied in terms of purpose, and exploratory and explanatory in terms of approach. The sample of the research consisted of experts in the tourism and health industry, and 12 people were selected as the sample of the research using snowball sampling. In this study, content analysis based on open, axial, and selective coding was used to analyze data from semi-structured interviews based on the principles of grounded theory. The results indicated that to investigate the marketing process of health tourism development in Tehran and the relationships between the identified components and dimensions, a data-driven theory framework was used for modeling, which involved determining the dimensions, components, and concepts. The proposed framework was presented as a conceptual model consisting of 22 components and 7 dimensions. Given the need for mixed marketing elements, especially medical services (product), treatment costs (price), natural factors, and preventive processes, recommendations for health tourism should be diversified for various consumer groups.