وحیدرضا میرابی

Employer branding, as an innovative concept, bridges brand management in marketing and human resource management. It plays a critical role in offering effective branding strategies in the electric power industry. This study aims to prioritize the key components influencing AI-based employer branding in Iran's electric power industry using the Fuzzy Analytic Hierarchy Process (FAHP).

The research follows a quantitative, descriptive, and applied approach. The statistical population includes experts from the electric power industry and marketing professors from universities. Data was collected using a researcher-made questionnaire, whose validity was confirmed through the fuzzy Delphi method and expert opinions from five specialists, while reliability was assessed through inconsistency rate analysis. The data was then processed using FAHP. The quantitative section of the study was expert-driven, with 15 experts completing the FAHP pairwise comparison tables. The analyses were performed using Smart PLS software and FAHP techniques.

The results showed that the most significant components influencing AI-based employer branding in the electric power industry include employee retention, employee productivity, differentiation from competitors, job satisfaction, and efficient recruitment.

Internal marketing management for current and potential employees was found to have less impact on employer branding. These insights can assist managers in the electric power industry in designing more effective strategies to strengthen their employer brand.

In today’s competitive business environment, where smart marketing has emerged as a data-driven strategy emphasizing deep customer-brand interactions, understanding and analyzing customer experience plays a crucial role in creating sustainable competitive advantages. This research follows a qualitative and exploratory design, utilizing a snowball sampling technique to collect data through in-depth, semi-structured interviews with 15 industry experts and academics. For the first time in this field, the study integrates adaptive thematic analysis with ISM in a dual-methodology approach, enabling the extraction of key themes and the systematic mapping of interrelationships among critical variables. The findings reveal that at the foundational level, brand visual characteristics and geographic positioning serve as the primary elements shaping customer experience. At the second level, customer-centric values, including service value, social and ethical value, purchasing motivations, and product value, are identified as intermediary factors influencing higher-level constructs. At the third level, key brand attributes such as brand clarity, brand exclusivity, and personal brand experience emerge as essential components, significantly shaping customers' emotional and perceptual connections with the brand. At the fourth level, product and service quality, customer-brand relationship, and service quality are recognized as the primary determinants of customer experience. Finally, at the fifth and highest level, after-sales services are identified as the central element in the model, playing a pivotal role in reinforcing customer loyalty and enhancing brand perception.The proposed model presents a structured hierarchical framework that deciphers the complex interdependencies between various dimensions of customer experience. It provides marketing managers with actionable insights to optimize customer-centric interactions and enhance perceived brand value over the long term. This study not only contributes conceptually by integrating brand theory and brand experience theory in an innovative manner but also advances methodological rigor by employing a hybrid analytical framework, thereby elevating customer experience modeling to a new level. The findings offer valuable implications for future research in smart marketing and brand communication management.

The present era is hyper-competitive. It is a time when the survival of large companies is threatened by competitors, and customers do not remain loyal to a brand for long, frequently switching between brands. Additionally, the abundance of brand names has increasingly exposed consumers to various strategies, advertising, and promotions. This has compelled organizations to seek more effective relationships with their customers and consumers to ensure their survival and capture a larger market share, leading them to manage their brand relationships proactively. This study aims to investigate and identify the factors influencing brand love and commitment on brand loyalty, willingness to pay more, and word-of-mouth advertising—key variables in the field of brand-consumer communication. The research employs Structural Equation Modeling (SEM) using Smart-PLS software for analysis, while descriptive statistics are assessed with SPSS software. The validity of the research is evaluated through face validity, content validity, and construct validity, while reliability is measured using Cronbach's alpha and Composite Reliability (CR). The sample size was determined using the HIER table related to structural equations, resulting in a sample of 180 participants. A questionnaire and Likert scale were utilized to measure the research variables. This research is survey-based in terms of data collection and descriptive in terms of methodology. The results indicate that the variables "brand trust," "brand image," and "brand commitment" significantly impact brand love, which in turn influences "willingness to pay more" and "word-of-mouth advertising." Notably, the variable "brand image" did not have a significant effect on "word-of-mouth advertising.

The aim of the current research is to identify the factors affecting the commercialization of the products of knowledge-based companies located in science and technology parks and growth centers. The research method is applicable according to its purpose, and qualitative in terms of its implementation. The statistical population of the research includes 12 experts and specialists in the field of knowledge-based centers in West Azarbaijan province, and the samples were selected using a purposeful sampling method. Data collection was done through semi-structured interviews. To analyze the data through data-based and coding, MAXQDA software was used. The results of the research showed that the model designed was identified by 14 indicators that includes causal conditions (management factors, information factors, financial factors), background conditions (laws and regulations, technological capabilities), core category (market factors, product factors), strategies (strengthening interactions, marketing and sales capabilities), consequences (economic development, knowledge-based economy, entrepreneurship development), intervening conditions (individual factors, cultural-social factors); explaining the components of commercialization of products of knowledge-based companies.

The main purpose of this research is to provide a destination branding model based on the nostalgia of the tourism industry, so the current research is in the field of applied-developmental research. Also, based on the nature and method, the current research is a descriptive-survey research with a mixed (qualitative-quantitative) approach, which is conducted cross-sectionally in terms of time. The statistical sample in the qualitative section includes 30 academic and market experts related to the tourism industry, which was purposefully non-random and finally reached theoretical saturation with the number of 30 semi-structured interviews. In the quantitative part, the statistical population includes all tourists of Tehran province in 1401, from which a sample of 384 people was selected. The data collection tool in the qualitative part includes a semi-structured interview and in the quantitative part it includes a questionnaire from the qualitative phase. Data analysis was done in qualitative method with database approach and MAXQDA 20 software. Validation of the model was done with partial least squares technique and SmartPLS software. Based on qualitative analysis, the paradigm model of research in six dimensions of causal factors (sometimes from the destination brand, destination brand image, tourist relationship management, tourist participation), background conditions (tourism infrastructure), intervening factors (host tourism culture), strategies (branding) based on nostalgia), central phenomenon (tourism brand development) and consequences (tourist travel decision) were designed. Based on the results obtained from the validation of the model in the quantitative section, it was determined that the proposed model of this research has adequate validity.

The current research was conducted with the aim of identifying and evaluating the components of the supply chain in order to improve the effectiveness of the organization's performance. In terms of purpose, this research is fundamental-applied and also, in terms of the type of data, it is mixed (qualitative-quantitative) of the exploratory type, which is theoretical coding in the qualitative part and descriptive-survey in the quantitative part. The studied population in the qualitative section includes experts, specialists and knowledgeable people in the field of supply chain, and in the quantitative section it includes all managers and experts of home appliance industries in Tehran. The sample size in the qualitative section was 20 interviewees according to the principle of saturation and the purposeful sampling method, and in the quantitative section, 355 people were selected based on the calculation of the sample size in structural equations and the stepwise cluster random sampling method. The data collection tool is semi-structured interviews in the qualitative part and a 66-item researcher-made questionnaire derived from the theoretical foundations, research background and interviews with experts in the quantitative part. In the qualitative part, in order to calculate the validity according to the experts, and to calculate the reliability of the retest method and intra-subject agreement, in the quantitative part, in order to calculate the validity, content and construct validity were used, and in order to calculate the reliability,

The purpose of the current research is to provide a model of ecotourism and sustainable tourism development with an emphasis on foreign exchange and economic development of Qeshm Island. The research method is applicable in terms of purpose, and mixed (qualitative-quantitative) in terms of its implementation. The statistical population in the qualitative section includes 19 experts, including managers and experts in the field of tourism, hoteliers, travel agencies, tours and ecotours; by means of the snowball sampling method, and in the quantitative section, it includes 244 employees of the Cultural Heritage Organization, handicrafts and tourism of Qeshm Free Zone. Data collection in the qualitative part was done using semi-structured interviews of the members of the statistical community, and data collection in the quantitative part was done through a questionnaire. In the data analysis of the qualitative part, the coding process in the MAXQDA 2018 software was used, and in the quantitative part, SPSS 16 and AMOS software were used; and the data was analyzed using the factor analysis method. The results in the qualitative section showed that 207 interview codes, 68 subcategories, and 14 categories were extracted. Causal factors include cultural and social factors, the potential of Qeshm Island for tourism and economic and political factors, background features including geographical location, capacity and potential facilities of Qeshm and geosites, intervening conditions including lack of strategy and proper planning and infrastructural problems as well as strategies and interactions include goal-setting and strategy determination to achieve the goal, education and culture building, and providing suitable infrastructure for tourism. The results of quantitative analysis show the significance of measurement models and structural equations at the confidence level of 95%.

The purpose of this research is the value-added model of the supply chain of petrochemical industries with a sustainable development approach. According to its purpose, the research method is practical, qualitative-quantitative in terms of implementation, and survey in nature. The statistical population of the research includes 25 managers and experts in the petrochemical industry, and the sampling was done as available judgment, and the interviews continued until theoretical saturation was reached. The tool for gathering information is an interview. To collect and analyze data, Delphi technique was used to identify components. MATLAB software was used for data analysis. In the library analysis, 16 main components were identified and entered into the Delphi technique, and finally all were confirmed. These sixteen criteria are political factors, cultural factors, legal factors, financial factors, individual factors, management factors, information sources, implementation, review, feedback analysis, performance evaluation factors, risk concepts, identification of environmental issues, identification of health issues, learning Issues of safety and added value in the supply chain of petrochemical industries with a sustainable development approach. Based on interpretive structural technique, these components were leveled. And they formed a model in 7 levels. The proposed model leads to the improvement of the economic and commercial performance of companies due to optimization of processes, reduction of wastage, improvement of product quality and reduction of costs. Considering the variety of issues such as safety, health, environment and social standards, this value-added model of the supply chain helps to realize sustainability and continuity.

The research aiming at strategic entrepreneurship modeling in the management of Imam airport city and explanation of its commonalities with the dimensions of Jihadi management. The research type is qualitative-quantitative; it’s purpose is applied-developmental and method is survey-descriptive, which was done with Interpretive Structural Modeling. The primary dimensions of the model were identified through wide review of literature. Then applying Delphi technique with the participation of 18 intellectual and instrumental expert elites, the final dimensions were identified and their relationships and stratification were determined using the steps of ISM, and final model was drawn. Based on the findings of the research Entrepreneurial Leadership, Mindset and Culture, Strategic Management of Resources, Opportunity-Seeking Behavior, Advantage-Seeking Behavior, Continuous Innovation, Risk-Acceptance, Proactive Behavior, Balance between Opportunity and Advantage Seeking Behaviors and Allocation of Resources between Two, Strategic Renewal, Business Model Reconstruction, Organizational Rejuvenation and Sustainable Regeneration are the main dimensions which categorized in 4levels and make the final model. In the meantime, comparison of the dimensions of the model with the indicators of Jihadi management showed that Risk-Acceptance, Opportunity-seeking, Advantage-seeking, Innovation, Proactive-ness & Forward-looking, Being Plan-oriented, Comprehensiveness. Being Vision-oriented, Future-making, Empowerment and Hardworking overlap with a major part of the dimensions of the model.

The aim of the research is to apply ultra-composite technique to identify safety, health and environmental indicators in the value-added model of the supply chain of petrochemical industries. In petrochemical industries, safety, health and environment are very important. Safety indicators such as occupational accident rates, safety training, and use of protective equipment can indicate operational sustainability in the petrochemical industry.

the researcher has analyzed the results and findings of previous researchers by applying a systematic and meta-combination approach and by performing the 7 steps of the Sandelovski and Barroso method, he has identified the effective factors. Among 556 articles, 55 articles were selected based on the CASP method, and the validity of the analysis was confirmed with the Kappa coefficient value of 0.711. In this context, in order to measure reliability and quality control, the transcription method was used, and its value was identified for the indicators identified at the level of excellent agreement. The results of data analysis collected in MAXQDA software led to the identification of 84 primary codes in 16 categories.

16 criteria are political factors, cultural factors, legal factors, financial factors, individual factors, management factors, information sources, implementation, review, feedback analysis, performance evaluation factors, risk concepts, identification of environmental issues, identification of health issues, Learning about safety and added value issues in the supply chain of petrochemical industries with a sustainable development approach.

In the value-added model of the supply chain of petrochemical industries, safety, health and environmental indicators are very important. Safety is fundamental in these industries; Because failure to comply with safety standards can lead to serious accidents, including personal and environmental injuries. As a result, compliance with standards and safety training to employees and development of safety technologies can bring significant improvement in this industry. Also, employees' health and maintaining their health is another priority of this supply chain. Creating a healthy work environment and providing appropriate health services to workers can play an important role in increasing productivity and reducing the rate of injuries caused by working conditions.

In this study, the future scenario of the impact of organizational excellence on marketing management in the field of universities was investigated. The statistical population of this study is the participants of specialists or experts. They need sufficient knowledge and experience in the subject, willingness, sufficient time to participate, and effective communication skills. Statistical sample of this research 10 industry experts have been selected for interview. Data collection tools in this research, field research includes books, articles, the Internet or any appropriate scientific source and reference of experimental findings and questions from elites and experts in related fields (interviews). After the interview, the information was analyzed. The interview analysis method is theme analysis. Team analysis is a method of determining, analyzing, and expressing patterns (themes) within data. The main themes extracted from the current research are human resources, value management and competitor identification. In the first scenario, the outlook for the next 10 years of the Azad University in Iran will not be considered very favorable if the current situation continues. With the continuation of the current trend, the share of university students is very small due to its capacities in our country. In the second scenario (rapid growth and connection with the world) it is proposed that Iran connect with the global economy by attracting more students. The third scenario is balanced growth and connection with the world. A 30% increase in student enrollment is one of the goals of this scenario.

Entrepreneurial skills are considered as an important mechanism of entrepreneurship development. One of the preconditions for national development is scientific and research development, in which higher education has a major role in this development, and without it, we can not talk about scientific development. Therefore, universities have a fundamental and irreplaceable role and function as the scientific and intellectual command tower of the society. This research is practical in terms of purpose and quantitative in terms of data collection method. The statistical population is 75 professors, specialists and experts in the field of entrepreneurship in Islamic Azad universities, of which 63 were selected as a sample by simple random sampling. PLS and SPSS software were used for analysis. Therefore, in order to evaluate the reliability of the research measurement model, factor load coefficients, Cronbach's alpha coefficients and combined reliability, convergent validity and divergent validity were used. The results show that the linear relationships between the variables have been confirmed and due to the increasing rate of change and emergence of the knowledge age, the wave of future research in political, economic, social and technological institutions has expanded and is in line with societal developments to create the future. Desirable and long-term policy-making and planning of the university system, the future of research in higher education, has become necessary.

Considering the importance of using e-marketing to introduce attractions and considering the high potential of tourism in Yazd province, this article has been done with the aim of designing and validating the e-marketing model in the tourism industry of Yazd province. The present study has been integrated with an approach and has been carried out by a combined method or a mixed method. In this study, by using the research method of thematic analysis and conducting interviews with 14 experts in the tourism industry of the province, the factors affecting electronic marketing in the tourism industry of Yazd province are identified and categorized. The results of the interviews are analyzed by content analysis method and the quantitative part is tested by structural equation modeling. A total of 679 codes were identified by initial coding in open coding, which reached 56 concepts by screening primary codes and were classified into 12 main categories in centralized coding, including technological infrastructure, strategic planning, e-commerce learning, and high tourism potential. Province, the importance of providing tourism information, e-marketing, recognizing tourist attractions, branding, reducing the cost of access to the target market, growth and prosperity of tourism, job creation, increasing competitiveness. The results of structural equation modeling showed that the effect of all independent variables on the development of e-marketing in the tourism industry of Yazd province has been positive and significant. As a result, the model obtained from this research can be effective in the development of electronic marketing in the tourism industry. The findings will also help researchers and policymakers implement e-marketing in the tourism industry.

Cause-related marketing is one of the differentiation strategies in non-price competition in markets with intense competition and saturation, such as the food industry. The current research also aims to provide a Cause-related marketing model in the dairy food industry. The method of the current research is a mixed exploratory, which was obtained through the qualitative strategy of Grounded Theory and semi-structured interviews and coding with MAXQDA, conceptual model has been obtained, and then through the quantitative strategies of model fitting and analysis. The statistical population in the qualitative part was the opinions of 12 experts and specialists in the relevant industry, and in the quantitative part 384 Dairy products customers have been implemented in Tehran. This model includes corporate dimensions with an impact of 0.393(company's marketing mix; company resources and capabilities; campaign implementation, managers' and stakeholders' perspectives), dimensions of customers with an impact of 0.438 (beliefs, attitudes; people's values, demographic factors, social stimuli and individual's experience and knowledge), dimensions related to the campaign with an impact of 0.467 (the place and form help, credibility and importance and urgency of the campaign) and Cause-related marketing results (financial and non-financial results)classification and suggestions according to statistical categories have been provided

Nowadays, the optimal location of hypermarket stores is considered important both in terms of urban planning and human settlements, as well as in terms of private sector investment and the concept of marketing and trade, and paying attention to this issue will solve many problems in both areas. Also, paying attention to the social welfare of citizens is one of the effective components in ensuring public participation and obtaining collective satisfaction. Therefore, one of the examples of this issue can be seen in setting up stores and shopping centers.

The purpose of this study is to locate hypermarkets with an emphasis on spatial and local indicators for use in planning the construction of new stores to cover the shortage hypermarkets in Rasht.

The current research method is descriptive-analytical and geographical information systems and network analysis process have been used to investigate the issue.Geographical territory of the research: The geographical territory of this research is the metropolis of Rasht.

The findings of the research and problem solving revealed that according to the defined local and spatial criteria, the current hypermarket stores in the metropolis of Rasht are not located in the suitable places.

According to the research results, 13 places were proposed for the construction of new hypermarkets in district 3, 4, and 5 of Rasht Municipality, which due to the high population density of Rasht metropolis can be expected that with the construction of this new store next to existing stores, the needs of residents of this city will be met.

The current research aims to study the impact of the effective variables on the supply chain performance of small and medium companies. In other words, the purpose of the current research is to identify the critical variables that affect the performance of the supply chain. This research is exploratory and descriptive-survey based in terms of execution. Data tools have been utilized to gather information and Cronbach’s alpha was above 0.7. To test the validity of the questions, the content validity method was employed based on the opinions of professionals, university professors, and experts. The statistical population in this research consists of the producers and exporters of small and medium firms, out of which 470 individuals were selected as samples through simple random sampling. The data was analyzed based on an exploratory factor analysis test and ultimately 9 factors of operational, supply, financial, product improvement, demand, governmental, environmental, social, and economic barriers were identified as the main barriers to supply chain performance. The results of exploratory factor analysis indicated that the 9 obtained factors can explain about 61.6% variance of all factors which is an acceptable rate. The first factor is the operational barrier, which is the most important factor with an extracted variance of 13.7; the second financial barrier interprets 11.3% of the total variance.

Immediate buying emphasizes those purchases that break the logical and common boundaries of the buying process and occur without evaluating multiple alternatives, after the person is affected by some kind of internal or external stimulus and in a very short period of time. The behavior of online shopping and the factors affecting it is an issue that despite the growing growth of online shopping in Iran along with other countries in the world, still lacks integrated models and research.The purpose of this study is to identify the factors affecting emotional online shopping and cost management of online shopping behavior by the consumer. The research method is survey and is of applied and descriptive type. The statistical population of this study was citizens over 18 years of age in Tehran. Based on the calculations, the sample size was 385, and the same number of questionnaires were randomly collected from citizens Tehran.Statistical results In the descriptive part, demographic and main variables were described using frequency and frequency percentage, mean and standard deviation, and in the inferential part, factor extraction was performed by exploratory analysis. The results of the research In the first stage, exploratory factor analysis was performed on 60 questions of the online emotional buying questionnaire and in the second stage, the effect of each factor on online emotional purchasing was examined. The final results show that the factors (website features, product features, distribution features, and price features and discounts) have the greatest impact on online emotional shopping, respectively.

Handmade carpet industry is one of the most powerful internal industries which could not repeat the success it had in the past years at a global scale despite its high potential. One of the reasons can be lack of attention to productivity and the related affecting factors. Therefore, in the current research, a model was presented to measure the impact of marketing on the productivity of carpet industry in Iran. The statistical population included two different parts of carpet industry experts (10 experts) and the managers at different levels of Iran National Carpet Center and the Ministry of Industry, Mine and Trade from among whom 203 ones were selected based on Cochran sampling formula. First, reviewing the theories and frameworks about market orientation and productivity and benefiting the views of handmade carpet industry experts, a preliminary model was extracted. Then, through continuously applying structural equation model in LISREL software environment, the extracted model was tested and finally, the impact of market orientation including customer orientation (customer satisfaction, customer loyalty and customer capital), market situation (rival orientation and market intelligence) and inter functional coordination (flexibility, knowledge sharing and cooperation) on productivity (including market effectiveness and market intensity) was proved. It was also found that the influence of customer orientation on productivity was more than other dimensions.

Today, agility is recognized as a characteristic of competition, so its use in the supply chain of many companies has expanded, but these companies need a way to adapt to the dynamic needs in the least Time consolidates a large amount of information and delivers it to different parts of the supply chain. E-marketing can be effective in solving this problem.The purpose of this research is to"develop a comprehensive model for evaluating the factors of electronic marketing that affect the agile supply chain". This research is applicational and descriptive-surveying with the modeling approach. The statistical population of this research consists of experts with common expertise in the field of IT and marketing in Hamrah Aval operator. The number of these people is 133, which was randomly selected.The questionnaire is used to collect the information, and the structural equation modeling approach, the one-sample t test, (AHP) approach and Quality Function Deployment approach,were used to analyse the data. The research results show e-marketing has an effect on supply chain agility and 7 factors, as the most effective e-marketing agents to respond to agility enablers and 7 tools the most effective e-marketing tools for budget allocation were identified and prioritized in order of weight. According to studies conducted in this field, no study has been conducted in relation to the present study. As a result, the proposed structure is presented as the first model that has the ability to be formulated and implemented according to the current variable situation.

The expansion of organizations has caused inconsistencies among units such as public relations, marketing, and market development. In such competitive conditions, organizations should use integrated marketing communications as one of the most effective investment methods to ensure the creation and maintenance of long-term relationships with their current and potential customers. In this regard, this research has been conducted to design a model for integrated marketing communications to change consumer behavior in the qualitative stage. In this research, in the qualitative part, semi-structured interviews and database theory were used to collect data. The statistical population of the qualitative section was 16 marketing professors and creative industry experts who were selected purposefully. After the theoretical saturation in the interview, the recorded data were implemented for analysis and the necessary coding was done. The set of data obtained after the continuous process of open, central, and selective coding in the form of 103 available codes, 60 concepts, 15 categories, and 6 classes based on a systematic approach (intervening conditions, causal conditions, central conditions, consequences, strategies, This most influential and contextual conditions) became .

This Research has been conducted with the aim of providing the Halal tourism model presentation in 2019 in Kish Island. The samples of this Research included 10 persons. After interview and coding, totally, 227 frequencies were obtained from 10 interview files. After the study, very short meaningful keywords were assigned to a part of the text. After classifying the subcomponents, the category of strengths included 8 subcomponents of varied foods and high quality and diversity of the product with the greatest frequency and appropriate climate with the least frequency. The Weaknesses with eight subcomponents of lack of accurate and efficient advertisement had the greatest frequency and too much non-native people without specialty and low number of specialized non-native people, hot weather in the spring and summer had the lowest frequency. The Opportunities with 8 subcomponents was observed where being marine and coastal with the greatest frequency, the cost effectiveness of goods price with the lowest frequency. The Threats was observed with 7 subcomponents of expensiveness and price of flights with the greatest frequency and weak and inefficient management and overtaking of foreign competitors with the least frequency. Totally, 254 frequencies were obtained for categories. Finally the tree model was presented.

In this research, we have identified and ranked the factors influencing the development of religious tourism. The method of this research is based on the type of purpose, mixed, applied and exploratory method in a survey method whose validity has been verified in terms of Syrian validity and the reliability of the questionnaire has been confirmed through an inconsistency rate. The statistical population in this research is the large number of managers, experts and experts in the field of tourism, handicrafts organization and cultural heritage and tourism, tourism organization, hotels management, cultural advisers of embassies and the Ministry of Foreign Affairs in Iran, and interior designers of hotels and ... Is. Considering the large number of statistical samples, this research is the same as the statistical society and the sampling method is not applicable. Descriptive statistics and inferential statistics including Dimetal were also used to analyze the data using Excel and SPSS software. Using the findings of the research, it was determined that the criterion of political factors with the highest amount of lines among other criteria in the factors affecting the development of religious tourism has the greatest impact on other elements, and the environmental factors with the highest total of the column have the least impact on other elements. It was also observed that the criterion of motivational factors with the highest aggregate intensity of an indicator had the most impact on the development of religious tourism.

The main purpose of the research is to Identifying and ranking the impact of lifestyle variables and behavioral indicators on purchase decisions and mental conflicts after purchase - case study: young women with financial resources and high income in Tehran city.

10 variables. A behavior was identified through the Delphi group. The research is descriptive-survey in terms of method, practical in terms of purpose, the method of collecting data in the field through a questionnaire with a Likert scale and validity and reliability has been confirmed. The statistical sample size was determined to be 384 people.

After analyzing the data, all the hypotheses were confirmed and in the following order, they had the greatest impact on women's purchase decisions: self-deceiving behavior styles (1) successful people (2). herd behavior (3), aura effect (4), sophistry of gamblers (5), gap (6), idealism (7), realism (8), anchoring (9), projection (10) ).

The results show that the decisions made based on behavioral variables have more satisfaction and cognitive inconsistency, mental conflict and psychological tension after purchase.

Today, in the global economy, customers determine the survival of the company. Companies can no longer be indifferent to the expectations and demands of customers. However, consumer pessimism is a growing phenomenon that has negative consequences for both companies and consumers. Therefore, the current research seeks to find the answer to this research question: What are the factors affecting consumer pessimism? For this purpose, the meta-synthesis method was used. In this research, 540 authentic scientific texts in English were identified and extracted between 2000-2022, and 60 research titles were used using the Critical Appraisal Skills (CAPS) method. To analyze the research literature, a systematic review (meta-synthesis) method was used. After studying and extracting the text, the key codes were extracted and clustered with Max QDI software and arranged in the form of concepts and components. The findings of the research showed that the main components affecting consumer pessimism include 18 main factors and 117 core categories. The main factors affecting consumer cynicism are demographic factors, personality factors, cultural factors, social concerns, bitter experiences with the company, risks affecting consumer cynicism, perceived injustice, the negative burden of individual emotions, mental and psychological disorders, deceptive company behaviors, unethical behaviors of the company, the incorrect performance of the company, advertising factors, pessimistic social attitude, negative view of the company, attention to the environment, customer's behavioral characteristics, and customers’ bargaining power.