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Augmented reality technology has emerged as one of the main trends in the digital market in recent years. This innovative technology, due to its appeal and potential, has been repeatedly applied in innovative businesses. The aim of this study is to conduct a systematic and comprehensive review using a bibliometric approach on the citation data of literature related to purchase decision-making based on augmented reality technology. A pragmatic paradigm allowed the researcher to systematically collect citation data from the Scopus database and preprocess it following the standard PRISMA protocol. Ultimately, 239 studies were included in the bibliometric analysis using R Studio and Vosviewer software. The final results identified the most influential documents, authors, journals, organizations, and countries, and highlighted key points regarding buyer behavior and purchase decision-making with augmented reality in virtual businesses through interactive patterns between elements and content analysis of the data. Additionally, it is noteworthy that this concept mainly revolves around five primary areas: virtual and psychological experiences of buyers in online shopping with augmented reality; the impact of artificial intelligence on new technologies in buyer behavior; interactions of technology, perceived value, and cognition on buyer experience in retail using mobile augmented reality; the role of augmented reality technology in purchase decision-making and smart shopping in the virtual space. The influential school of thought on augmented reality technology in buyer decision-making is associated with the stimulus-organism-response theory, which forms the intellectual foundation of this field.

Projections on the severity of climate change-related disruptions and displacements are becoming increasingly alarming over time (DiBella, 2020). Since climate change-related hazards have large impacts on a vast range of businesses, from individual traders to multinational companies (Canevari-Luzardo, 2020; Goldstein et al., 2019; Neise et al., 2018; Schneider, 2014; Surminski, 2013; Surminski et al., 2018), direct and indirect losses (e.g., damage to personnel, assets, and stocks) have been inflicted on businesses. Therefore, in environments where climate change has led to environmental uncertainty, it seems necessary for organizations to create new marketing strategies and capabilities to address this issue. However, considering the consequences of climate change, no research has yet identified the dynamic marketing capabilities based on climate change. On the other hand, past research has focused on B2B marketing capabilities in developed countries such as the United States (Mariadoss et al., 2011; Krush et al., 2015), the United Kingdom (Kaleka & Morgan, 2019; Yu et al., 2014), Australia (Merrilees et al., 2011; O'Cass & Weerawardena, 2010), and Germany (Helm et al., 2020; Wilden et al., 2019). As a result, the findings of these studies cannot be generalized to developing countries (Kamboj & Rahman, 2015; Mora Cortez & Johnston, 2018), where there are some of the most serious vulnerabilities to climate change (Odell et al., 2018). Additionally, since marketing is a contextual discipline (Sheth, 2011), the required marketing capabilities that drive firms' long-term performance can vary across countries and industries (Mora Cortez & Johnston, 2018). This is particularly relevant in Iran, which is one of the countries facing unprecedented problems related to climate change, including the drying up of lakes and rivers, dust storms, unprecedented temperatures, droughts, and floods (Vaghefi et al., 2019). Therefore, this research was conducted to fill these research gaps and to answer the question: "What is the conceptual framework of dynamic marketing capabilities driven by climate change?"
 
To provide a conceptual framework of dynamic B2B marketing capabilities based on climate change, a thematic analysis method, which is a qualitative method for organizing and describing existing data by identifying underlying themes, was used to analyze the data (Braun & Clarke, 2006). This approach was chosen because qualitative research findings provide a rich and accurate picture of the studied phenomenon. Among the different methods of data collection in this research, the semi-structured interview method was used online via a webcam.
 
In this section, the analysis process of the data obtained from the interviews was examined based on the three-step method of thematic analysis. This research outlined the framework of dynamic marketing capabilities driven by climate change, identifying 109 basic codes and 8 sub-themes, which are categorized into 3 main themes: product development management, supply chain management, and customer relationship management based on climate change.
 
Since climate change has caused many transformations and natural disasters, such as floods, droughts, fires, and storms, businesses that view climate change only as a social responsibility are doomed to failure. The consequences of climate change lead to many disruptions and problems for businesses. The results of this research indicate that addressing climate change requires both significant and minor changes. Businesses that engage with climate change must provide a roadmap for change because their survival depends on managers' attention to the risks and opportunities presented by climate change. Therefore, it is essential for businesses to develop new marketing capabilities based on climate change to mitigate the effects of risks and capitalize on the productivity opportunities arising from climate change.

Augmented Reality (AR) is an emerging topic for managers across different disciplines While augmented reality technology literature is growing, there is no comprehensive analysis of augmented reality technology in marketing transformation The research aims to bridge the knowledge gap by providing a multifaceted bibliographic overview of augmented reality technology literature in marketing and reveal its trends, areas of focus and intellectual foundations. The study is based on 496 articles published on Web of Science between 1996 and 2023. According to the findings, the concept mainly revolves around seven main areas: human-machine interaction in future of digital marketing and Metaverse, advertising and customer response in online purchases, marketing challenges in industry 4 and new technologies, the effect of virtual technology on customer loyalty in retail, adoption of behavioral technology of Tourism customers, augmented reality technology marketing in the decision-making process of buyers and brands, and finally the richness of social media in e-commerce in Covid 19. While priorities and research topics have evolved over time, key concepts such as buying experience, shopper behavior, buying decision making, technology adoption have been repeated. The three influential schools of augmented reality technology in marketing are associated with integrated theory, planned behavior theory (TPB) and cognitive evaluation theory that have shaped the intellectual foundations of the discipline but we believe that a greater diversity of fields is needed to examine and describe augmented reality technology in marketing transformation.

One of the most popular advertising strategies is using celebrity endorsers, and the goal of this research paper is to evaluate the impact of the benefits of celebrity endorsement and examining the moderating effect of the perceived value of utilitarian and hedonic products. The present study’s method was quantitative and a sample of 220 people from two groups of consumers of utilitarian products (Ronix products) and hedonic products (Bijan products), each group consisting of 110 people, was formed. In order to examine the effect of celebrity endorsement on behavioral intentions, two advertisements by Mr. Milad Keymaram for Ronix products and Mr. Amin Hayaei for Bijan products were used, and the structural equation modeling technique was applied to evaluate the research hypothesis. Finally, the moderating effect of the perceived value was evaluated in the two groups of consumers of utilitarian products and those of hedonic products. The findings of the study show that the type of product and the perceived value of the consumer for hedonic and utilitarian benefits moderate the sales promotion tools in utilitarian products on purchase intention and do not have a moderating effect in the hedonic group. It was also found that celebrity endorsement is effective on consumers' behavioral intentions in both groups and brand image plays a mediating role in the relationship between celebrity endorsement and behavioral intentions in the utilitarian perceived value group. The findings of this study can be useful for marketers to develop an effective behavioral intention promotion strategy by considering the different impact of the perceived value classification of sales promotion benefits products.

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.

Key account management is a vital aspect of marketing, especially in the field of industrial marketing, which includes the strategic management of a company's most important customers, with the aim of strengthening long-term and mutually beneficial partnerships. This approach recognizes that a small number of customers often account for a significant portion of a company's revenue, making it necessary to devote resources to nurturing these accounts. In general, the aim of this article is to contribute to the existing knowledge by clarifying the importance of relationship quality in guiding market performance through the effectiveness and performance of key account in Toos Industrial Town in Mashhad. The findings of this study can also be used for companies that operate in similar cities or industrial sectors and provide insights into the factors that can influence their market performance through the quality of the effective relationship on the key account. The purpose of this research is to investigate the effect of relationship quality on market performance with the mediating role of effectiveness and performance of key account management.

Based on the research onion, due to the fact that the researcher first creates a hypothesis and seeks to find the relationship between the research components, and on the other hand, the role of the researcher's thoughts on the research is not considered, it has a philosophy of positivism and also has a comparative approach. Also, the current realization of searching for relationships between variables is based on statistical results and the data is measured by quantitative techniques, it has a quantitative approach and has a practical purpose from the point of view of the objective. Due to the non-manipulation of the variables and the fact that the variables are described as they are, the upcoming research is of a descriptive type, the method of collecting information from this aspect of the community to measure the relationships between the sampling variables was a survey type. The statistical population of the research was the companies located in Toos Industrial Town in Mashhad. To describe the data, descriptive statistics such as frequency and percentage were calculated using SPSS 26 software, and structural values were used in inferential analyses. Also, the assumptions of this research were analyzed using PLS3.2 software. The measurement level of the statistical population was individual and included marketing and sales managers present in the companies of Toos Industrial Town, and the sample size was calculated based on Cochran's formula of 237 people with an error percentage of 5%, of which 84.6% were in the industry sector and 15.4% The percentage is in the workshop sector. The sample size in industrial as well as workhouse sectors were 201 and 37 respectively. The stratified random sampling method was utilized, and the data collection tool in the research was a researcher-developed questionnaire. The Cronbach alpha coefficient for the model in question is higher than 0.7 which indicates the appropriate reliability of the questionnaire and the model. Finally, the number of collected questionnaires was 298 from 240 companies in the industrial town.

The results show that trust, satisfaction and relationship atmosphere have a positive and significant effect on the effectiveness of key account management, the effectiveness of key account management on financial performance and bilateral relationship performance, and financial performance and bilateral relationship on market performance. Also, based on the assumptions, the effect of trust on market performance through financial performance or bilateral performance of key account management, satisfaction on market performance through financial performance or bilateral relationship performance, as well as relationship atmosphere on market performance through financial performance was confirmed; but the effect of relationship climate on market performance through the performance of bilateral relationship was not confirmed.

In today's highly competitive business landscape, building and maintaining strong relationships with key accounts is crucial for long-term success. Additionally, strong relationships with key accounts enable businesses to gain valuable insights into customer needs, preferences, and market trends. This knowledge positions companies to adapt their strategies and offerings, ensuring they meet the evolving demands of the market. By understanding and using these logical connections, organizations can develop effective key account management strategies and strengthen strong relationships with key accounts. In general, by focusing on building trust, ensuring satisfaction and fostering a positive relationship atmosphere, key account managers will find the ability to increase the overall quality of the relationship with their key accounts, which will lead to the improvement of the results of key account management and ultimately, the effectiveness of key account management improve the financial performance of key accounts, strengthen bilateral relations and finally improve the overall performance of their market. Overall, this research has the potential to provide practical insights and contribute to both academic and managerial understanding of relationship quality, market performance, and key account management.

The world is on the brink of significant technological revolutions that impact consumer behavior. The emerging reality where virtual content integrates with users' understanding of the real world has been identified as a technology with considerable growth potential for marketing and related fields. Hence, the present research aims to identify the characteristics of consumer behavior and purchase decision-making based on augmented reality marketing.

In this study, identifying the characteristics of buyer behavior and marketing-based purchasing decision-making using augmented reality technology is 90 coding and 5 sub-themes including problem recognition, information search, information evaluation, purchase and post-purchase decision-making, and to the 3 main themes of pre-purchase decision-making, purchase and post-purchase decision-making.

In this study, identifying the characteristics of buyer behavior and marketing-based purchasing decision-making using augmented reality technology is 92 coding and 5 sub-themes including problem recognition, information search, information evaluation, purchase and post-purchase decision-making, and to the 3 main themes of pre-purchase decision-making, purchase and post-purchase decision-making.

the use of augmented reality technology enables us to identify the features of consumer behavior and the purchasing decision-making process more accurately and comprehensively using advanced and reliable marketing methods.

In order to get the best results from their brands, organizations should audit their brand capabilities, evaluate external issues affecting their brand, and then create a brand plan that defines the brand's true goals and the strategy to achieve them. Researchers have developed a new method to analyze brand importance, called the Brand Intelligence Brand Semantic Score program. They have introduced brand intelligence as a method of brand analysis and brand positioning evaluation. However, according to the literature, no model for brand intelligence has been provided yet. The fin-tech industry in Iran is an emerging industry, but the studies in this field lag behind the current developments in the financial sector. One of the challenges facing fin-tech is branding and weak brand strength. However, there is very little research on brand management and intelligence in fin-tech, especially in Iran. Therefore, to fill the gaps, this study seeks to provide a comprehensive model for brand intelligence in fin-tech payment services and identify and test the factors related to brand intelligence with a mixed approach. This research is of a mixed exploratory type. The qualitative part was based on the grounded theory approach, and the quantitative part was done through structural equation modeling. In the first stage, a model was designed for brand intelligence, and the validity of the presented model was tested in the second stage. In the qualitative section, six university professors and 18 fin-tech brand managers of payment services were interviewed using the snowball sampling method. In the quantitative part, the statistical population included the managers and employees of payment service fin-techs. The sample size was determined to be 315 people using Cochran's formula. A simple cluster sampling method was used for this purpose. A questionnaire based on the Likert scale was used to collect the data, and structural equation modeling was done to analyze the data. The qualitative data analysis showed that structural factors (existing organizational structure, flexibility of organizational structure, strong role of brand manager in organizational decisions), managerial factors (support and skill of top manager, resistance to change, manager's understanding of the benefits of brand intelligence, up-to-date views of top manager), and content factors (understanding the data, understanding the brand and understanding the product) are the causal factors that directly affect brand intelligence. Basic brand changes (brand name change, brand slogan change, brand promise change, brand identity change), minor brand changes (changing some brand elements, changing some brand management measures, continuing to move toward brand identity), and no-brand change (continuing to move towards brand identity, strengthening brand position by overseeing brand actions and tracking the factors affecting brand) were identified as brand intelligence strategies. According to the results, brand intelligence can have consequences for the brand and, thus, the whole organization. The consequences of brand intelligence for the brand are brand agility, brand health, brand equity, brand performance, and brand position. The organizational consequences of brand intelligence include organizational agility, organizational performance, satisfaction/loyalty, and sustainable and temporary competitive advantage. In this research, cultural factors, the factors related to human resources, financial resources and technological resources are intervening factors. Close environmental factors (market understanding, competitive understanding, and customer understanding) and far environmental factors (economic awareness, socio-cultural awareness, and political awareness) were also identified as contextual factors. According to quantitative research findings, structural, managerial, and content factors (causal conditions) can influence brand intelligence. The findings confirmed the effect of brand intelligence, contextual factors, and intervening factors on strategies and the effect of these strategies on the consequences of brand intelligence. As a response to new-age brand management trends, this study aimed to increase our understanding of brand intelligence and provide a valid model for brand intelligence of payment services fin-tech. The findings of the study pave the way to creating an intelligent brand. This is because this model uses the grounded theory method to consider all the aspects of making a brand intelligence confirmed by SEM. Now, marketing and brand researchers have a comprehensive model of brand intelligence from an organizational point of view, which significantly helps to delineate the brand management process of intelligence and provide a useful research tool for future studies. Brand Intelligence is the future of brand management, making companies equipped with an ongoing diagnostic tool to more accurately track and evaluate their brand performance. Brand managers can thus first consider a standard for the important criteria of the brand, monitor the criteria continuously, and make new decisions to take corrective measures if a criterion deviates from its standard value. The use of intelligence in various aspects of business, including branding, allows organizations to achieve a competitive advantage in today's turbulent environment.

The current research was conducted with the aim of presenting a model of dynamic capabilities for the development of the innovation ecosystem. The research method was fundamental in terms of objective and in terms of data collection, it was mixed exploratory, using inductive-deductive approach. The data were analyzed in the qualitative stage, using thematic analysis, and in the quantitative stage, with the combined technique of Dimtel-ANP. The participants in the qualitative and quantitative part were 12 managers and entrepreneurs of knowledge-based companies active in the field of export in Semnan province, who were selected through a purposeful-judgmental process.The model of dynamic capabilities for the development of the innovation ecosystem was categorized during the coding process in the theme analysis with Maxqda software. Then, a model was presented with the fuzzy Dimetal technique of themes, and finally, the indicators were prioritized by the fuzzy ANP technique. The results of the research indicate four core codes of dynamic capability in products, dynamic organization in ecosystem, dynamic capability in management and dynamic capability in technology. Moreover, the components of dynamic capabilities in products and technology are considered the most important and influential, and dynamic capabilities in management and dynamic organization are considered the most effective dynamic capabilities in the ecosystem.

Blockchain technology is one of the most promising technologies of this ‎century that has the potential to bring about fundamental changes in business ‎models in a wide range of industries. The current research seeks to identify ‎the antecedents of the development of digital marketing based on blockchain ‎technology from the point of view of marketing experts in the aviation ‎industry.This research is practical in terms of orientation and positivist from a ‎philosophical point of view, which was carried out using a mixed method.,In ‎this study, the antecedents of the development of digital marketing based on ‎blockchain technology were first extracted by literature review and semi-‎structured interviews, and with the help of experts, the final factors were ‎identified;Then, these factors in the form of Q cards were provided to ‎‏22‏‎ ‎marketing experts in the aviation industry who were selected purposefully ‎and finally their views were analyzed using exploratory factor analysis.The ‎participants in this research have ‎‏6‏‎ different views and their mental patterns ‎are categorized based on market variables, internal, content, technological, ‎human and environmental factors.The results of this research have given ‎useful insight to managers and decision makers in the aviation industry, so ‎that by knowing these factors, they can strengthen and develop digital ‎marketing in airline companies.‎

Knowledge-based companies are not able to develop innovation alone due to their complex and non-linear nature of the innovation process. They are highly dependent on external actors to improve their innovation capabilities, and thus they create innovation ecosystems that expand their boundaries. The innovation ecosystem is a fluid and multidimensional concept, and its recognition requires a comprehensive and holistic approach. This research initially seeks to identify actors in the innovation ecosystem that cause knowledge-based companies to enter international markets, and then presents a model of these actors. The research method in this article is descriptive-survey, using exploratory-applied method; in terms of the type of data, it is a mixed method (qualitative-quantitative) and in terms of data collection method, it is of secondary and field data collection method (interview-questionnaire). The statistical population in the qualitative stage includes experts and entrepreneurs in knowledge-based companies who had relevant executive and research experience, and in the quantitative stage, it includes entrepreneurs and managers of knowledge-based companies in Semnan province, with at least 10 years of work experience. According to the quality of the primary codes and its organization in the form of concepts and categories, the innovation ecosystem includes financing conditions, political conditions, laws and regulations, communication mechanisms and influential actors in five categories. The results in the qualitative part indicate that a total of 87 initial codes were counted, then they were categorized in the form of 5 categories of second-level organizing themes, where political conditions and laws and regulations are the most influential, and financing and communication mechanisms are the most impressionable actors in the ecosystem. Based on the results of this research, the innovation ecosystem includes five categories of financing conditions, political conditions, laws and regulations, communication mechanisms and influential actors. To be strongly present in the economy, knowledge-based companies are required to optimize their organization and strengthen their competitive base, which in this research are accelerators, financing from banks (loans), investors or angels, and family support as sources of financing. In political conditions, some researchers point to the role of the government in facilitating entrepreneurial activities and creating new companies in international markets. Some of the most important government policies and programs for the development of entrepreneurship include creating political stability, allowing entry into target markets and access to payment gateways for knowledge-based companies.

Clothing brand relies more on marketing for sales in comparison with other brands and today's consumers are more influenced by clothing brand values. Therefore, marketing professionals in this industry struggle to describe the right image (Gazzola et al., 2020, p. 3). It should be mentioned that customers' attitudes toward the marketing mix (price, product, distribution, and promotion) are different in their behavior and styles of buying clothes. In addition, it can be said that clothing is one of the most important non-verbal signs affecting the interactions between buyer and seller, which creates dignity for the working person and his job (Morris et al., 2021, p. 259). It is interesting to know how each generation has a different attitude towards the marketing mix. Marketers often segment consumers by age. The basic point is that people of the same age have similar life experiences and therefore share many common norms, political, historical and economic environment regardless of country (Hoyer & Maclnnis, 2007, p. 124). In this regard, the main purpose of this study is to identify generations regarding consumer behavior and explain it with the emphasis on the marketing mix.

The purpose of this research was to present the brand intelligence model in tourism start-ups and test the validity of that model. In the qualitative part, the grounded theory approach was used. In this section, 6 university professors and 18 tourism start-up brand managers were interviewed using the snowball sampling method. In the quantitative part, the statistical population included managers and employees of tourism start-ups. By using the simple cluster sampling method, 384 questionnaires were finally collected. In this section, structural equation modeling was used to analyze the research data. According to the results, structural, management, and internal and external content factors (causal conditions) influence tourism brand intelligence. Research findings confirmed the effect of brand intelligence, background factors (economic, socio-cultural, and political awareness), and intervening factors (cultural, human, financial, and technological factors) on strategies and the effect of these strategies on the consequences of brand intelligence.

Nowadays, the improvement of the digital economy has progressively changed markets and conditions for suppliers, customers, managers and entrepreneurs. Digital business environments question static approaches to competing in these markets. Uncertainty and dynamism within the market environment require expanding agility and flexibility of business techniques, particularly entry-level strategies based on the cloud computing paradigm. The purpose of this study is to recognize the dimensions and indicators of digital business strategy and the relationship between them. This research could be a kind of mixed exploratory investigate and includes two parts: qualitative (document content analysis) and qualitative-quantitative (structural-interpretive modeling) Is. Within the qualitative section, after evaluating 549 statistical corpus related to the digital sector and foreign market entry strategy, 17 metrics related to the digital business strategy and 4 dimensions (digital architecture, business dynamics, digital business model, and information management) Extricated and encoded. At that point, utilizing the analytical method of interpretive structural modeling, 15 specialists (specialists within the field of digital, marketing and cloud computing) with the method of snowball sampling were utilized to decide the connections between the dimensions and components of DBS. The results demonstrated how the relationship and engagement between the components and dimensions of digital business strategy. The results of this study suggest that among the identified factors, the field of digital business strategy, scalability of digital business strategy, speed of digital business strategy, and resources of digital business strategy. Considering factors in digital business strategy, recommendations are made to improve these dimensions in international companies.

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.

By prioritizing the three functional dimensions of performance, customer satisfaction and relationship development, the present study has segmented organizations using the government electronic procurement system to adopt and utilize the system more. The research method of this research is quantitative and its nature is descriptive and correlational. A questionnaire was used to collect data related to variables based on previous studies. For this purpose, a sample of 148 purchasing and procurement managers of companies that have used the e-procurement system of the government were selected by simple random sampling method. By implementing the structural equation model with the partial least squares approach to test the hypotheses, it was found that the proposed model has a good fit. This study is the first research in Iran on the topic of user segmentation of e-government procurement system. The results of this study distinguish three groups of organizations: the first group of companies that are looking for more efficiency or efficiency is their first priority; the second group is the organizations whose customer satisfaction is their first priority; Third, there are companies looking to develop relationships with their business partners.

Climate change is one of the most important challenges that has had an increasing impact on B2B businesses around the world. From this, B2B businesses are required to identify solutions to deal with climate change. One of the tools that can help these businesses in this direction is artificial intelligence. Therefore, the current research was conducted with the aim of identifying the discourse framework of solutions to deal with climate change based on artificial intelligence in B2B firms using the Q method. The philosophical framework of this research is the the interpretive-positivist paradigm (Q method), which is practical from the point of view of the goal. The research participants were 9 B2B business managers whose business is affected by climate change. Participants were selected purposefully. The views of the participants were analyzed by Q factor analysis and using SPSS 25 software. The results showed that the discourse framework of solutions to deal with climate change based on artificial intelligence is in three categories: education capacity-building, mitigation, and perception capacity-building.

 Job adaptability is a desirable feature and those who are more in line with their job, are more satisfied with their job, have a positive attitude and show a high commitment to the organization and their colleagues. The present study seeks to determine the role of mediating behavioral innovation and job adaptability: examining the relation of infrastructural capability and engagement with the innovative performance.

Design/Methodology/Approach: 

The present study is practical in terms of the goal and in terms of data collection is descriptive which has been conducted through survey method. The statistical population is all employees of the Ministry of Sports and Youth (N= 890), that according to Krejcie & Morgan table 269 people were selected by random sampling method. The standard questionnaires were used to collect data. The content validity of the questionnaire was confirmed by a panel of experts. The construct validity and the composite reliability of the research instrument were tested by estimating the measurement model and they were satisfying after making necessary corrections. The Structural equation modelling was used to analyze the data.

Research Findings:

 The results of the study showed that infrastructural capabilities have a positive and significant effect on innovative behavior and job adaptability, also job engagement had a positive and significant effect on job adaptability and behavioral innovation. Moreover, innovative behavior and job adaptability had a positive and significant effect on the innovation performance.

Limitations & Consequences: 

The lack of similar research and the lack of appropriate theoretical foundations for the development of hypotheses were the most important limitations.

Practical Consequences:

 Research has been done in the sports industry, which challenges its generalization to other fields to some extent.

Innovation or value of the Article: 

To achieve employee performance improvement by adapting personal characteristics to job characteristics.

 Due to its foreign exchange earnings, creating added values, and other economic aspects, pistachios is one of the most important non-oil product exports of Iran. Traditionally, Iran had had a big share of the global market, yet because of several factors, Iran’s export power has been declined in the last two decades. In the meantime, pistachios have a critical position in Iran’s agricultural economics, hence identification of the factors affecting its export to the global market in the current situation and sustaining global market position as well as studying it as a unique ecosystem and hence presenting a model for such ecosystem becomes momentum. Since the production and processing of pistachios industry in Iran enjoys a huge potential, close attention to it and trying to enter into the global market – bearing in mind that it is a non-oil product-has been the focus of several scholars.

The present study aims to design and develop an international marketing ecosystem for the production and processing of Iran pistachios industry using a qualitative research approach with exploratory nature. The statistical population of this research was three types: (1) competent specialists (experts), (2) farmers and senior as well as middle managers of production and processing of pistachios having some international marketing experience, and (3) university faculties informed in this area of research, having been selected via judgmental - purposeful sampling. The statistical sample of this study includes 7 experts and gardeners producing pistachios, merchants and exporters, and senior managers of pistachios processing and packaging factories, all having some international experience. To recognize the international marketing ecosystem among gardeners, and senior managers of pistachios processing and packaging factories in Iran, systematic grounded theory of Straus and Corbin (including three types of open, axial, and selective coding), with the use of theoretical sampling, several aspects of this ecosystem have been identified. Semi-structured interviews have been conducted in person normally in their workplace, and online as well as via telephone, and the data collected has been analyzed using MAXQDA software.

 In this research, five factors have been identified as international marketing ecosystem players in the production and process of the pistachios, including agriculture, processing, export, product quality, government, and sanctions.

A system's performance depends on its components, yet an important aspect is an interaction among its components. Hence, five factors identified in this research have collective impacts, all together on the successful performance in entering into international markets.

The main purpose of social media marketing is to create a business based on the customer orientation and reputation of a company and, thus, to develop and manage business. Understanding the role of social media is critical for researchers and managers in marketing. Social media marketing is, therefore, an integral part of business in the 21st century. Social media marketing is used in various fields and refers to the use of social media technologies, channels and software to create, communicate, present and exchange suggestions that are valuable to the organization's stakeholders. Social media are one of the latest achievements of information technology and new approaches to marketing. Marketing through social media has been highly noticed due to the advancement of technology, the need to high-speed communication, and transactions. With the expansion of cyberspace and the Internet users, many marketing experts have introduced virtual communities as an opportunity to introduce the products and services of companies. The aim of this research is to explore the effects of social media marketing on customer intention with regard to the mediator roles of perceived value and customer satisfaction.

The present research is applied in terms of purpose and descriptive-correlative in terms of method. The statistic population of the research was the managers of the plaster and cement industry. Using the simple random sampling, 107 users were selected as the research sample. They took a questionnaire based on the Likert scale from 1 (I strongly disagree) to 5 (I strongly agree). The random sampling method was used for this research. The collected data were analyzed using the SPSS 24.0 software with regard to the demographic characteristics of customers and Smart Pls3 for testing the hypotheses based on a structural equations model (SEM). The determination coefficient (R2) was the criterion used to connect the measurement part to the structural part of the structural equation modeling. It was shown that an exogenous variable has an effect on an endogenous variable. The larger the amount of R2 related to the endogenous structures of a model, the better the fitting of the model. According to the results, the R2 value for this model was 0.839. Also, according to the PLS path modeling, the researcher had to check the fitting of the general part after examining the fitting of the measurement and structural parts of the research model. On the other hand, the PLS path modeling did not have a generalized optimization criterion, i.e. there was no general function to assess the fitting of the model. Therefore, at this stage, the Goodness of Fit Index (GOF) was used to examine the overall fitting of the model. According to the results, the GOF value for this model was 0.72.

The results of the structural equation modeling method show that there is a significant relationship between social media marketing activities and customer intention directly and indirectly, through raised customer satisfaction and perceived value. Thus, the social media marketing activities is a prominent, influential factor in consolidating the customer intention. The presence of business in various social media platforms increases the chances of reaching new customers and creates more interaction with the existing customers, which affects customer awareness of the product and his or her satisfaction. In addition, companies can gain cooperation and support by identifying opinion leaders on social media. Due to the large number of followers of these people, this leads to the identification of the brand on social media and its recommendation to others. Therefore, the power of word of mouth in cyberspace should not be underestimated. It can be argued that creating a value for customers is an important factor because creating more customer satisfaction and value leads businesses to greater loyalty, stronger competitiveness and thus greater market share. In fact, the perceived value of the customer specifically influences behavioral tendencies and commitment. It is clear that the evaluation of the perceived value in the customer's mind takes place before shopping. Therefore, it can be a factor influencing the consumer's intention to buy.

Online marketing activities generate information among users, and, by changing the content produced, enable managers to make predictions about the future of their business and to consider their customers' buying behavior more accurately. This makes it possible to attract new customers, create awareness, increase sales and build customer loyalty, and use it quickly and save time. Social media marketing is an internet marketing strategy that makes a business in the organization through internet sites, videos and interaction with the target community. Joining social media and connecting with people meets the need to belong, which explains the desire for social interaction, one of the motivations of consumers to participate in content production activities in online environments. Finally, social media has a tremendous impact on our world, and such effects are not limited to the individual level; they can also be seen at organizational and social levels. In fact, nowadays, the private lives of many people are linked to social media.

Nowadays, in keeping with the recent marketing developments, the significance of information technology and digital tools and the primary issue of marketers in a way to select the right strategy to go into and formulate strategies to enter international markets based on digital tools, particularly cloud computing, is not hidden. Therefore, the purpose of this study is to identify the dimensions and indicators of digital business strategy (DBS) for entry to international markets based on the cloud computing paradigm. The method of the present study is descriptive-exploratory. First, by reviewing the researches, a questionnaire of the identified criteria based on the documentary content analysis methodology was provided to the experts. After identifying the dimensions and indicators of the research, the research model received the opinion of 15 experts (experts in the field of digital, marketing and cloud computing) exploitation multi-criteria decision-making techniques including Step-wise weight assessment ratio analysis (SWARA) and gray Aras method were weighted and prioritized. Findings obtained from both methods indicate that the scope of DBS - digital architecture, DBS Resources - digital architecture, the scope of DBS - digital business model, DBS Resources - Digital Business Model and Speed of DBS - Business Dynamics were the first to fifth priorities, respectively. Based on the calculated weights, the most important dimension of DBS is digital architecture, then business dynamics, digital business model and information management.

By integrating personal factors and sales promotion literature, the main contribution of this study is to analyze personal characteristics and advertising methods to increase consumer buying behavior. The purpose of this study is to investigate the factors affecting post-purchase cognitive dissonance with the mediating role of consumer behavior.

The present study used a survey method to collect data and a correlation method to analyze the data. The statistical population of the study consists of all consumers referring to commercial complexes and shopping centers in Tabriz and Urmia. According to Cochran's formula, the sample size was set at 384; which was upgraded to 400 for more accurate calculations. A Likert-based questionnaire was used to collect information and Structural equations’ modeling was used to analyze research data with Smart-PLS software.

Findings showed that personal factors (Market Maven, Stable, Agreeable and Open Minded); the reputation of the brand designer, store atmosphere and Sales Promotion has a positive and significant effect on consumers' buying behavior. In addition, positive and significant effect was found between Buying Behavior of Consumers and post-purchase cognitive dissonance. Gender moderates the relationship between Buying Behavior and post-purchase cognitive dissonance.

Sales promotion was used as a weapon to increase sales and the widespread use of this concept in order to achieve customer values in order to achieve goals and business is fruitful.

The staff of Semnan University has the concept of positive psychological capital, in addition to better coping with stressful situations and psychological traumas on the university; they are less stressed, so such employees also have higher psychological health. In this regard the purpose of this study is to investigate the effect of organizational trauma on organizational cynicism with an emphasis on the role of moderation of psychological capital. 

This is an applied and descriptive study and has been performed by survey method. The statistical population is all the staff of Semnan University. According to Krejcie-Morgan table, a sample of 213 people was selected by simple random sampling method. The main instrument for data collection was three Standard Trauma questionnaires, Organizational cynicism and Psychological capital. Their reliability and validity by calculating the Cronbach's alpha coefficient 0.89, 0.85 and 0.92 respectively and Structural equations’ modeling from Smart-Pls software was used to analyze data. Results : The results indicate that organizational trauma has a positive and significant effect on organizational cynicism (β= 0.403, T= 5.249). Psychological capital moderates the relationship between organizational trauma and organizational cynicism (β= -0.025, T= 2.540).

the authors of the survey conclude that Psychological capital reduces trauma by increasing self-efficacy, hope, optimism and resilience.