کریم حمدی

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.

In the post-COVID-19 era, as online shopping levels have surged, customers place greater importance on the ease and convenience of their shopping experience. This shift compels retailers to redesign their online store operations and emphasize service efficiency. On another level, retailers should focus on enhancing mobile applications and understanding how they can save customers’ time and energy. The stores envisaged by customers are those that provide time and energy savings. Online retailers can offer greater convenience, allowing shoppers to make purchases 24/7 without needing to visit a physical store. Consequently, companies must be aware of the impacts of online convenience.The primary aim of this research is to review previous studies on the convenience of shopping from online stores. This study evaluates prior research on online shopping convenience and suggests future research opportunities in this area. By reviewing the dimensions discussed in existing studies, this research seeks to gather and categorize all aspects of online shopping convenience, which is one of the most influential factors encouraging customers to shop online. In today’s world, with increasing competition in markets and constant changes in the business environment, organizations recognize that they are no longer facing expanding economies and growing markets. Thus, every customer holds unique value, and additional efforts are necessary to gain a larger market share. In the present era, customers are attributed to the commitment of organizations, and building and maintaining effective relationships with customers results in their becoming advocates and supporters, both inside and outside the organization. Therefore, examining factors such as online shopping convenience significantly impacts customer perception and helps increase their satisfaction. Moreover, a primary requirement for customer interaction is a complete understanding of the customer, which cannot be achieved without comprehensive insight.

The purpose of this article is to compilation the process of implementing the knowledge management system in the international marketing department of the oil industry. For this purpose, in the qualitative part, the interpretive paradigm, qualitative approach and data strategy of the foundation (Grand Theory) have been used. Qualitative data were obtained through interviews with 12 experts (marketing professors and experts in this field in the oil industry). In order to reach the experts, purposeful sampling method and hidden content analysis tactics have been used to analyze in-depth interviews and Max Kyoda 2018 software has been used for coding. Findings and research results show that: knowledge creation, knowledge acquisition, knowledge organization, knowledge storage, knowledge dissemination, knowledge application, knowledge perspective, and finally knowledge planning components of knowledge management system implementation in the international marketing department of industry are oil. In the quantitative part, the meta-positivist paradigm, quantitative approach and descriptive strategy are used. To collecting data, a questionnaire was distributed among employees, managers and experts of the Ministry of Oil and SPSS software was used for exploratory factor analysis and PLS software was used to analyze hypotheses. Findings and results show that the three components: knowledge organization, knowledge storage and knowledge acquisition have the first to third priority for the implementation of knowledge management system in the international marketing of the oil industry.

Background and Theoretical Foundations: 

Currently, marketing in Iranian ports is in the form of commodity services, and the port managers only focus on the owners of goods, shipping lines, navigators and crews of vessels and investors, as the key customers of the ports, and there is no specific strategy to create a long-term plan and National determination to develop competitiveness in ports based on service-oriented is not observed. Therefore, the first step is to identify important and outstanding topics, keywords and titles in the articles and researches published on the subject of port services. Searching in the range of published articles, the titles of the port ecosystem and the logic of service superiority are important in gaining customer satisfaction and increasing the competitiveness of ports. From this point of view, the articles published in recent years in domestic and foreign magazines were examined and studied, and by using conventional and documented methods, the economic, social, political, technical, managerial and environmental aspects were analyzed in line with The competitiveness of ports should be aligned with the logic of service dominance

The method used includes the purposeful study of articles available in reliable scientific databases such as Scopus and Science Direct related to the logic of dominance of services in ports, so that 2511 articles were identified between the years 2019 and 2023 and Using the VOS viewer software, a detailed study was done based on the title, keywords, abstract and content of the articles, and the results of the relationship between the topics and titles were obtained in the form of scientific maps. The conceptual models related to the effective factors in the main phenomenon and the main concepts and categories of swimming were explained based on the qualitative study according to the opinion of experts.

The results and findings of the bibliographic method in the published articles related to ports show that the ecosystem of ports is related to several issues, which include the following:Infrastructure, governance, policy, energy, transportation, container management, resilience, covid-19, climate change, sustainability, environment, risk assessment, machine learning, risk assessment, network analysis, supply chain, communication, positioning system, regulation, port, coast and shipping management, genetic algorithm, cloud computing and multi-objective optimization.

By applying the steps of scientology and research in the articles presented in the world's prestigious scientific databases, the researcher has extracted the results related to the topics, titles and keywords, it is necessary to mention that the results obtained in the scientific map of the articles, topics In the background, they acknowledge the research, also a conceptual model is presented by considering the effective factors in the competitiveness of ports with important and practical aspects. More precisely, it determines the competitiveness of ports.

In the modern marketing era, emotional concepts related to branding have become the core of many marketing activities. “Brand attachment” refers to the emotional connection between people and brands. What creates attachment is unique between each brand and consumer. In recent years, there has been a growing interest in environmental protection around the world. In this sense, green packaging is very important to reduce the effects of waste and pollution and promote sustainable development. Green packaging, also known as “environmental green packaging”, “eco-friendly packaging”, “sustainable packaging” or “recyclable packaging”. An important area of research is the study of ways in which consumers demand the use of green packaging strategies to reduce the negative impact of packaging on the environment. The role of consumers in green packaging is very important, as modern lifestyles often demand a longer product shelf life. Green packaging affects different aspects of branding. Packaging has various functions related to product protection, transportation efficiency, and consumer evaluation of a product based on its packaging. A brand identity is a set of tools or elements used by a company to create a brand image. Brand image is customers' perception of the brand, which includes various associations related to it and memories associated with interacting with it. Brand identity and its elements derive from the company's mission, brand value proposition, long-term goals, competitive position in the market, and connection with the values and interests of the audience. According to the theory of planned behavior, the normative beliefs that ultimately cause a person's mental involvement in a phenomenon include two dimensions: command and description. A normative belief is the subjective expectation or likelihood that a given individual or reference group (e.g., friends, family, spouse, colleagues) will approve or disapprove of performing the behavior under consideration. Descriptive normative beliefs, on the other hand, are beliefs about whether significant others would perform the behavior themselves (Brado et al., 2022). Marketing professionals have repeatedly emphasized that green marketing practices do not happen in a vacuum; rather, their effect is through the effect they have on the attitude of customers. According to the theory of planned behavior, attitude is a component that plays an effective role in customer behavior. Customer attitude is a combination of people's beliefs, feelings, and behavioral intentions towards a business (or a brand). All actions taken in the field of green marketing are done to create a green and environmentally friendly image for the brand. A green brand image leads to green brand equity—a company with a green brand image will be positively viewed and trusted by environmentally conscious consumers. If the company has a green brand image that is supported by green practices and shown to customers, those customers will trust the company's commitment to environmental responsibility. Therefore, green brand image can be considered a potentially effective variable for attachment to green brands. The present study was conducted with the aim of examining the effect of green packaging on brand attachment. 

This study is applied in terms of its purpose, which was carried out in the form of descriptive survey research with a cross-sectional approach. The statistical population includes all food consumers in Tehran. Considering the unlimitedness of the statistical population, a sample of 384 people was randomly selected. In this study, a questionnaire containing 7 dimensions and 36 questions was used to collect information to test hypotheses. The necessary data to answer the research questions was collected through an adapted questionnaire. To measure green packaging from the questionnaire of Chen et al. (2017); to measure brand attachment from Lee et al.'s (2023) scale, including 5 items; to evaluate brand awareness from the Barima questionnaire (2015), to measure brand image from the 6-question questionnaire of Chen et al. (2017), to measure brand identity from a three-question questionnaire Basra et al. (2023), Mahmoud et al.'s (2022) questionnaire was used to measure environmental interest, and Salehzadeh et al.'s (2023) questionnaire was used to measure the quality of environmental attitude. The validity of the questionnaire was confirmed using the methods of content validity and convergent validity, and the reliability of the questionnaire was confirmed by calculating Cronbach's alpha coefficient and composite reliability. The partial least squares technique and Smart PLS software were used to test the hypotheses. 

To check the normality of the data in this research, the valid Kolmogorov-Smirnov test was used. The significance level of the Kolmogorov-Smirnov test for all research variables is less than 0.05. As a result, all research variables have a non-normal distribution. The results of the research hypotheses test showed that green packaging has a positive and significant effect on brand awareness, mental engagement, and brand identity. It was also found that customers' environmental attitude moderates the relationship between green packaging and mental involvement, brand awareness, and brand identity. It was also found that brand identity, brand awareness, and the mental involvement of customers all have a positive and significant effect on brand image. Finally, it was found that brand image has a significant effect on brand attachment.

Finally, the results of this research show that brand image has a positive and significant effect on brand attachment. Attachment is the degree of perceptual connection between a person and a specific object. Brand attachment is the result of a long-term relationship between the self and the brand. The closer the relationship, the stronger the brand attachment. When a brand is considered part of the self, it becomes the brand-self relationship. The result obtained in this hypothesis shows that in order to realize attachment to a green brand, an environmentally friendly image of that brand must be formed. Firms adopt greening for various reasons, such as regulatory compliance, competitive advantage, stakeholder pressure, and top management initiatives. As companies take on social responsibilities and face intense competition, they gradually realize the importance of creating a green image to highlight their environmental awareness and social responsibility. In addition, green consumers care about environmental issues, and their purchasing decisions will be based on green considerations. Therefore, many companies have started to develop a green marketing strategy to create a green image for their brand. As it is clear from the definition of brand attachment, attachment is a highly emotional-psychological category. Therefore, it is highly influenced by the image formed in the customer's mind. Based on the results obtained in this research, managers of food industry companies are recommended to pay attention to the following considerations to realize brand attachment: implementation of environmental standards in the production unit, use of recyclable material in the packaging of food products, and use of ecological labels. Packaging to influence the attitude of customers and participation in environmental programs to improve the company's brand image.

The present study was conducted with the aim of providing a weight model for pricing indicators of brand value in the automotive industry of Iran. This research is applied in terms of purpose and exploratory-survey in terms of approach. The statistical population was a group of academic and executive experts who were fully acquainted with the issues of branding and brand valuation as well as the automotive industry of Iran. Based on this and using judgmental sampling method, 35 people were selected as included in the team of research experts. In the process of identifying brand value pricing indicators, the arm interview tool was used in the screening and classification stages of the indicators and closed questionnaires were used to achieve the weight model of brand value pricing indicators. In this research, in different phases, different methods and software were used. In the screening and classification of indicators, descriptive and inferential analysis methods such as mean, Kolmogorov-Smirnov test, one-sample t-test and factor analysis were used to perform calculations, Excel and SPSS software. In the stage of achieving the weight model, the method of fuzzy hierarchical analysis process (FUZZY AHP) and SuperDecision software was used to perform its calculations. Finally, the results of the study led to the identification of 9 dimensions (distinction, credibility, awareness, belonging, trust, quality, loyalty, social responsibility and association) and 28 sub-indicators and their final weight was determined

The purpose of this study is to identify the strategic factors affecting sales performance and the role of social media marketing with a future research approch. Social media is transforming the classic dynamics of business and fostering a two-way communication between companies and their customers by creating a platform for dialogue, exchange and collaboration. The statistical population of this research was experts familiar with the subject, which included professors, managers and experts of companies. The sampling of the present study was a purposive judgmental sampling according to the interpretive structural modeling approach. 10 experts answered the questions. The reliability of the measuring instrument was confirmed in terms of absolute agreement and in terms of compatibility. The results of Mick Mac analysis showed that eight factors related to sales performance are divided into three categories of influencers, dependent and autonomous, according to social media in terms of permeability and dependence. Factors of sales performance, sales behavior, use of social media and competitive information collection in relation to the research topic are more effective and in contrast to other factors such as media type and goal-oriented education and attitude to media utility have the most impact and Are the least affected. The research findings also showed that in terms of futures research and identification of strategic variables, the variable of customer relationship technology is the most strategic research variable that affects sales performance.

The current research was conducted with the aim of providing a model of consumer behavior in creating brand attachment, emphasizing the packaging component of food industry companies. It is considered a qualitative-quantitative (mixed) research method. The sample of the qualitative section with 12 interviews with marketing, academic and food industry experts, and the quantitative section with the Cochran formula of limited societies included 384 managers and senior experts of Tehran food industry companies. In the first step of the research, the coding of specialized research interviews was performed using thematic qualitative analysis with MAXQDA 20 software and fuzzy Delphi method with MatLab software, structural-interpretive analysis with MicMac software; in the next step, the results of confirmatory factor analysis with Smart PLS 3.0 software. Based on the results of qualitative analysis, three comprehensive categories including packaging, brand attachment and consumer behavior were identified as the main components. Based on the influence-dependence diagram, the structures of communication factors, logistic factors, economic factors, bio-social factors have high influence power and are under little influence, and are placed in the area of independent structures. The constructs of brand loyalty, brand awareness, perceived quality, and brand associations also have high dependence but little influence, so they are considered dependent constructs. The results of the quantitative part, while confirming the research hypotheses, showed that the proposed model has good validity.

This study aims to provide a model of consumer behavior in creating brand attachment with an emphasis on the packaging component: a qualitative study in food industry companies. In terms of the purpose, the present research is of the type of applied-developmental research and in terms of the data collection method, it is a qualitative research method. In order to select the statistical population in the qualitative part of the research, and to create the components of the final model, the researcher is trying to interview experts and managers and senior experts in the field of food industry companies with 12 experts, the sample size is based on reaching theoretical saturation with 12 The interview was scheduled. The main tool of data collection in the field section includes semi-structured interviews. Qualitative content analysis method and Max.QDA software were used for data analysis. Based on the results of qualitative analysis, three comprehensive categories including packaging, brand attachment and consumer behavior were identified as the main components. Packaging including communication factors, logistic factors, economic factors, environmental factors and social responsibility were identified. In relation to brand attachment, brand loyalty, brand awareness, perceived quality and brand associations were identified.

In this research, non-verbal in-store factors affecting the buying behavior of customers in the home appliance industry have been identified. The data required for this research were collected in two qualitative and quantitative phases. In the qualitative phase, the in-depth interview method was used to collect the necessary information. The data obtained in this phase of the research were analyzed by the method of content analysis. Also, in the quantitative phase, the field method was used to collect information and analyzed using the exploratory factor analysis method. In order to cover the research objectives, at first, by conducting in-depth interviews with experts in the field of non-verbal communication, indicators that can be effective in predicting the buying behavior of customers were identified, and then based on the importance of each From these indicators, the factors that are finally introduced as non-verbal in-store factors that influence the buying behavior of customers. The results obtained in the interview with experts show that 33 indicators can be considered as non-verbal in-store indicators affecting the buying behavior of customers in the home appliance industry. Based on the findings of this research, brands active in this industry can design more optimal stores for end customers, which in addition to creating a positive impact on their shopping experience, also on the branding of industry players. It can have a significant impact

In the modern world, to remain competitive, the use of digital marketing tools in various industries is of high importance. Since the Textile and clothing industry is considered one of the priority industries of the country and the startups in this industry have encountered competition challenges, the current research aims to identify and localize digital marketing components in Iranian fashion and clothing industry startups. The method of this research is applied-developmental in terms of its purpose and exploratory in nature. The research strategy consists of qualitative content analysis in the first stage and phenomenological qualitative method in the second stage. For this purpose, scientific documents related to the topic were selected purposefully and the digital marketing components were identified and analyzed using NVIVO software. Then, the results obtained were localized through interviews with 12 Iranian fashion and clothing industry. The research results showed that in order to properly implement digital marketing in Iranian fashion and clothing industry startups and achieve their success, organizational factors, innovation-competitive advantage, business-profitability factors and also 12 extracted components are of high importance.

The aim of the current research was to present the business model of renewable energy with the entrepreneurial approach of quantitative research method and the sample number was 337 people selected using Cochran's formula. The research tool was a researcher-made questionnaire. The analysis of the collected data was done in two descriptive and inferential ways using SPSS 16 and Smart PLS software. The results showed that fourteen components play a role in explaining the renewable energy business model with an entrepreneurial approach, which are: key partners, key activities, income flow, key-physical resources, key-intellectual resources, key resources human, value-brand, value-moving at the edge of science and technology, value-price, value-timely delivery, and easy access, customer relations, customer segment, distribution channels, and finally its costs and structure.Keywords: entrepreneurial approach, business model, renewable energyKeywords: entrepreneurial approach, business model, renewable energyKeywords: entrepreneurial approach, business model, renewable energy.

The present study aimed to analyze the relationship between social responsibility and the quality of services in the banking industry with respect to the mediating role of ethical marketing strategy.               

This research is applied in terms of purpose and descriptive-survey approach. The statistical population of this research was the customers of the banking industry in Tehran, from which 400 people were selected by simple random sampling and participated in the research. The data collection tool was a researcher-made questionnaire. In order to analyze the data, structural equation modeling method and SPSS and LISREL software were used.

Based on the results, the first three hypotheses of the study were confirmed due to their larger significance number of (1.96) and positive standard coefficient (significant number of the path between the two variables of social responsibility and ethical marketing strategy). (16/18), between social responsibility and quality of banking services (8/8) and between ethical marketing strategy and quality of banking services (9/88). Banking services were approved.

Undoubtedly, the attention of financial institutions and banks to the issue of social responsibility can affect the quality of their services and ultimately customer satisfaction and loyalty, which in this way can benefit from mechanisms such as ethical marketing and achievement to the goal.

The purpose of the current research was to provide a model of effective educational strategies on the renewable energy business model with an Islamic-Iranian approach (by examining the upstream documents and laws of Iran). Quantitative research method and the number of samples using Cochran's formula, 337 people were selected. The research tool was a researcher-made questionnaire. The analysis of the collected data was done in two descriptive and inferential ways using SPSS 16 and Smart PLS software. The results showed that fourteen components play a role in explaining the model of providing effective educational strategies on the renewable energy business model with an Islamic-Iranian approach (by examining the upstream documents and laws of the country of Iran), which are: key partners, key activities, Income flow, key resources - physical, key resources - intellectual, key resources - human resources, value - brand, value - movement at the edge of science and technology, value - price, value - timely delivery and easy access, customer relations, Customer segment, distribution channels, and finally its costs and structure.

Today, with increasing business competition, the employer brand forms an ideal image of the organization in the minds of current, potential employees and other stakeholders and leads to employee loyalty. The purpose of this study is design an employer branding model in the Statistics Center of Iran with a mixed method approach. Data in the qualitative part were collected through semi-structured interviews with 10 professors, brand experts and boss, deputies and managers of the Statistics Center who were purposefully selected and in the quantitative part using the Cochran's formula of 340 managers, staff of the Statistics Center Iran and partner companies with Iran Statistics Center (corporate customers). The collected data were analyzed by grounded theory method through coding (open, axial and selective) using MAXQDA software and in the inferential quantitative part using SPSS 16 and 24 Smart PLS software. Fitness tests showed the validity of the comprehensive model of employer branding in the Statistics Center of Iran. Findings of the present study consisting of 6 dimensions, 17 components and 51 items lead to the design of the employer's branding model in the Statistics Center of Iran and finally seventeen components are involved in explaining the comprehensive model of the employer's branding in the Statistics Center of Iran.

This paper designs a market-oriented and relationship-oriented organizational-cultural model using the Delphi method to evaluate the performance of financial management in the National Iranian Gas Company. In a mixed approach, the criteria and sub-criteria were first extracted by the Delphi method. The statistical population of this study is in the qualitative part of the managers and experts of the headquarters of the National Iranian Gas Company and the quantitative part of the population includes employees (350 people). To determine the sample size in the quantitative part, Cochran's formula was used and 184 questionnaires were randomly distributed. In the qualitative section, by interviewing 10 experts, theoretical saturation and performing 3 stages of Delphi technique resulted in presenting the model. The final model of organizational culture including 4 dimensions, 14 components and 41 indicators was designed, which is briefly presented in the culture of relationship in the sector (leadership, financial performance of the organization, commitment, human resource development), market-oriented culture (collectivism, mission, competitiveness) in this article. Benefiting from a relationship-oriented culture, the National Iranian Gas Company strives to maintain structured relationships in the areas of financial management, human resource management and competitiveness, and by innovating and emphasizing ideation, puts knowledge-based culture at the top of its business. Its dimensions consider financial management as the heart of the organization and strive for a market-oriented presence with a human resources and human relations approach.

The use of artificial intelligence techniques and methods in improving evaluations and reducing computational accuracy is one of the most important capabilities in the field of computer application in various sciences, which is a strategic strategic approach, especially in financial resource management, investment and science. Economic is used. It will be much more efficient when computational models are based on several different variables. Because in a strategic investment management at the intra-organizational and macroeconomic level, especially banks, the smallest calculation errors will have serious financial consequences. For this purpose, the present study has been prepared in three stages of data collection, data measurement and preparation of evaluation models. In the data collection stage, an exploratory method (descriptive-survey) was used to collect information (data related to the financial balance sheets of Sepah Shahr Bank of Tehran and the Central Bank consisting of 17 branches) which after extracting the criteria by expert personnel. (Including 50 specialists) has been evaluated. After measuring the data, these data were classified and then analyzed by Fuzzy-AHP model for data analysis. The results show that variables such as real per capita income, number of branches and size of banks have a positive effect on bank deposits and inflation has a negative and significant effect on it, which indicates an increase in inflation leading to devaluation, hot money creation. And the outflow of money from banks and its conversion into capital assets and eventually the reduction of bank deposits will have a direct impact on GDP and capital.

With the advancement of technology and digitalization, various communication channels such as the Internet, mobile phones, social media and physical stores are available for customers to communicate with retailers, but these channels are independently managed and It leads to the mismatch of data and information in different channels, and in order to achieve integration in different channels, it is necessary to change to an all-round approach.This research deals with "investigating the retention of customers with the experience of using mobile phones as tool of omnichannel with regard product information overload and the attractiveness of alternative products". The research is applied, descriptive and survey. The population of brands restaurant customers in Tehran is a sample of 384 people who were surveyed by stratified sampling method. The data collection tool is a 43questionier, and hypotheses were tested with structural equations and pls software. The results show that the experience of connection is on access integrity, the experience of integration is on the integrity, the experience of flexibility is on the integrity, the experience of personalization is on the integrity, the experience of personalization is on the information richness integrity, access integrity customer retention, and information richness integrity has positive effect on customer retention. The experience of continuity of use on the integrity, the experience of connection on the information richness integrity, the experience of integrity on the information richness integrity, the experience of continuity of use on the integrity of information richness, and the experience of flexibility on the information richness integrity do not have a positive effect. Information overload is a negative moderating role in the impact of connection experience on access integrity; and the effect of connection experience on the information richness integrity. The attractiveness of alternative products has negative moderating role in the effect of the connection experience on the access integrity and the effect of the connection experience on the information richness integrity.

Today, with the increasing use of the Internet and network communications, experts have decided to add objects to the wide circle of intelligence so that apart from humans, objects themselves have the ability to communicate with each other in crisis situations. Therefore, they have created Internet of Things technology as an environmentally friendly technology. Therefore, this study was conducted with the aim of investigating the role of Internet of Things technology as an environmentally friendly technology in the expanding and improving businesses based on customer value.

This research was descriptive-analytical and was conducted in 2021. The method of collecting information in this study is the method of library studies, scientific resources, internet, interviews with experts, professors and the means of collecting information through questionnaires. The sample size investigated in this research was 385 people, most of whom were between 30-39 years old.

The results showed that there was a significant relationship between the analysis of the Internet of Things network model as an environmentally friendly technology and the participation of ecosystems (P<0.05). Also, there was a significant relationship between the interactions of e-commerce ecosystems and Internet of Things architecture (P<0.05). Internet of things has a positive and meaningful effect directly on business components. The estimated coefficient was equal to 0.137, which was significant at the 95% level.

In general, the results showed that reducing environmental pollution, protecting the soil, forests and water resources and preventing the wastage of energy resources are measures that can be taken by applying advanced Internet of Things technology as an environmentally friendly technology. It was achieved.

For banks today, the modern marketing power of an organizational brand has quickly become one of the important levers for differentiation and success. Commercial advertising is a means of communication with potential and actual customers of banks. Therefore, the purpose of this study was to provide a model in using modern ethics-based advertising in providing services effective on the economic growth and development of Bank Saderat.               

In the present study, the dimensions were identified using a qualitative method and the model was presented. The statistical population was experts and branch managers of Bank Saderat. The research sample consisted of 10 banking experts who used purposive sampling method to achieve theoretical saturation. The data collection tool was in-depth interviews. Finally, the main variables were identified by theme analysis method and using MAXQDA software.

The results showed that 54 initial codes were identified. Then, by searching and reviewing the themes, 54 primary codes are classified into 3 main categories and 16 subcategories. The category of customer loyalty with 116 assigned codes is in the first rank, social communication with 69 codes is in the second rank. Providing services with 15 codes is in the third place. The abundance of sub-criteria related to each category showed that service delivery, sub-category of ethical branding, in social communication, sub-category of ethical communication, in customer loyalty, sub-category of advertising and ethical marketing, have the highest repetition.

Looking at the identified components, we can understand the importance of paying attention to the ethical components in modern advertising that leads to the growth and development of the bank.

In different societies, according to the nature of that society, different environments give rise to a process and determine its form. The consumer is influenced by mental and behavioral stimuli, and his behavior is the affected by different consumption and performance drivers. In this research, a model has been proposed to measure the influence of mental, social and behavioral stimuli on consumer purchase decisions. At first, a set of scientific resources related to the field are collection and used, and then the indicators are identified to explain the influence of mental, social and behavioral stimuli on consumer purchasing decisions. In this study, an attempt has been made to provide a model to measure the effects of mental, social and behavioral stimuli on consumer purchasing decisions. Initially, the data are collected from scientific sources related to the field of research, and then the corresponding dimensions and indicators are identified to measure the effect of those stimuli..

In this study, after a content analysis, mental, social and behavioral stimuli are examined for their effects on consumer purchasing decision in Tehran province. Also, the variables of those stimuli are identified and evaluated to a large extent. A frequency distribution table is used for the central indicators, dispersion, and distribution. In the inferential part, the SPSS statistical tool is used to for data analysis, and the structural equation technique serves to measure the effects of variables using the Smart PLS software. The statistical population of the study consists of marketing professionals and consumers with numerous shopping experiences from hypermarkets. The target population is selected as a suitable sample from the community of experts and university professors. Also, the statistical population of the second group consists of consumers with numerous purchasing experiences from hypermarkets in Tehran. They were selected using the statistical formula of Cochran, Krejcie and Morgan. The final sample size was 384 people, and 400 questionnaires were distributed to ensure their return. A suitable sample is taken from the consumer community with multiple shopping experiences from hypermarkets in Tehran. To this end, the available random sampling method has been used. 

The study of the structural pattern of PLS and research questions is possible by examining the path coefficients and the standard values of the determination coefficient for the endogenous (dependent) latent variables. The coefficient of determination is a criterion that shows the effect of an exogenous variable on an endogenous variable, and three values of 0.19, 0.33, and 0.67 are considered as the criteria for weak, medium and strong values. The criterion of the determination coefficient for the endogenous structures of the research has been calculated, which, according to the three values of the criterion, can confirm the appropriateness of the fit of the structural model.

In this study, the effects of mental, social and behavioral stimuli on consumer purchasing decision making in Tehran are investigated with two main objectives. The first purpose is to determine the effects of mental, social and behavioral stimuli on each other and on consumer purchasing decisions. The second goal of the research is to provide a model for measuring the effects of mental, social and behavioral stimuli on consumer purchasing decisions. In the qualitative part, the Delphi method was used to develop the scale of mental stimuli, social stimuli and consumer behavioral stimuli. In this study, after the content analysis is done, the mental, social and behavioral stimuli of consumers' purchasing decision were identified. In the next step, using the Delphi method to identify the dimensions and components of mental and social stimuli, behavioral and consumer purchasing decisions were made from the perspective of marketing experts and professors. Also, with the approval of the marketing experts and specialists, a questionnaire related to personal values ​​and a questionnaire of modifying variables including questions on personal factors and situational factors were prepared. Also, to examine the pattern of structural relationships between model variables and analysis, it was shown that (1) there is a positive and significant relationship between effective mental stimuli and consumer purchasing decisions, (2) there is a positive and significant relationship between effective social stimuli and consumer purchasing decisions, (3) there is a positive and significant relationship between effective behavioral stimuli and consumer purchasing decisions , and (4) there is a positive and significant relationship between mental, social and behavioral stimuli in each other and consumer purchasing decisions.

The purpose of this study was to Soft power and business model of technology-oriented organizations active in the field of renewable energy. The purpose of this study was to Soft power and business model of technology-oriented organizations active in the field of renewable energy. Quantitative research method and number of samples were selected using Cochran's formula 337 people. The research tool was a researcher-made questionnaire. The collected data were analyzed by descriptive and inferential methods using SPSS 16 and Smart PLS software. The results showed that fourteen components are involved in explaining the model of presenting the model of educational strategies affecting the renewable energy business model, which are: key partners, key activities, revenue stream, key-physical resources, key-intellectual resources, key resources - Human resources, value-brand, value-moving at the edge of science and technology, value-price, value-on-time delivery and easy access, customer relations, customer sector, distribution channels, and finally costs and structure .

The aim of this study was to analyze the intellectual paradigm and draw a scientific map of international research in the field of digital marketing tools in the fashion and clothing industry. This study has been performed on 1150 articles in the Web of Science database following the interpretive paradigm and systematic review method based on defined search terms. In order to conduct research and achieve the desired goals, researchers have systematically studied all published research articles on digital marketing tools between 2002 and 2022 and analyzed the data using VOS viewer software version. 6.1 Done. To analyze the data, by searching for articles in the selected research database, they were entered into the analysis process in three stages after screening, and from the perspective of the year of research, co-authorship and keyword usage were examined. Based on the results, it was observed that most research in this field has been done in 2022. Also, the authors with the most research in recent years were identified and introduced, and it was determined which authors’ number of articles in the field of digital marketing is higher. The results also showed that the most important keywords include digital transfer, digitalization, social networks, digital marketing and artificial intelligence. Based on this, these factors can be considered as the most important factors related to digital marketing tools. Based on this, it can be concluded that social networks and artificial intelligence are the most important tools of digital marketing and researchers can study these tools in their research to increase article traffic. Also, for the fashion and clothing industry, these tools can be considered as the most effective digital marketing tools.

Eco-friendly technologies refers to goods and services, laws, strategies and policies that reduce or eliminate damage to the environment or ecosystem. Therefore, this study was conducted to investigate the impact of the role of IoT management as environmentally friendly technologies in expanding and improving business.

This study is descriptive-analytical and was conducted in 2021. The data collection tool in this study was using a questionnaire. The sample size of this research is 385 people, most of whom are between 30 and 39 years old. In the present study, the validity and reliability of the questionnaire were obtained as 0.82 and 0.86, respectively. To analyze the data in this research, SPSS version 21 statistical software and descriptive statistics (mean, standard deviation) and inferential one-sample T-test methods were used.

The findings of the research showed that there was a significant relationship between the Internet of Things network model and ecosystem participation (P<0.05). Also, the results showed that there was a significant relationship between the interactions of e-commerce ecosystems (P<0.05).

In general, the results showed that there is a significant relationship between the interactions of e-commerce ecosystems using the environment-friendly Internet of Things architecture.

The insurance industry is one of the most used professions and the popularity of general insurance services is increasing. Meanwhile, insurance companies that can create better satisfaction (CX) for their policyholders will earn more profit. Research has shown that many customers are willing to pay more for better or higher quality customer service or experience. On the other hand, today the use of insurance services has become one of the most important necessities of any society and almost all citizens deal with one or more types of insurance depending on their type of work, income and social activity, but in recent years, this industry faced with many problems and one of the ways to support the industry out of problems and increase revenue, is to create a pleasant experience and reduce confusion for customers. Therefore, the purpose of this study is to provide a model of customer experience of confusion in choosing services from insurance companies.

The current research was carried out by using a qualitative method and foundational data theory (Strauss and Corbin's approach). The statistical population of this study includes managers and experts in marketing, sales, etc. of four insurance companies: Pasargad, Tejaratno, Mihan and Parsian. Using purposive sampling and conducting fifteen interviews, the researchers achieved theoretical adequacy and saturation and obtained the data they needed for analysis using triple coding. The purpose of sampling in qualitative research is to better understanding the phenomenon, so sampling in this study is purpose-based, because the purpose of qualitative research is not to generalize the findings to the community from which the sample was selected. For this purpose, the researcher used participants who were managers and experts in the insurance industry through interview tools.

After extracting the required data, the researchers presented their final model in the form of six main dimensions and twenty-seven sub-dimensions by analyzing the data and using open, axial and selective coding. Based on the findings obtained from the application of the data based strategy and in order to examine the dimensions and key components of the customer experience of confusion in choosing services from insurance companies, a total of six main dimensions were identified. The first dimension is "customer experience" and includes the quality of customer relationship, appropriate insurance information and long term relationship with the brand, satisfaction in paying premiums, discount on issuance, targeted advertising and customer trust. The second dimension is "strategy" and consists of three key components, including the variety of insurance services, brand credibility and a pleasant customer experience. The third dimension is "causal conditions", which include lack of proper needs assessment, financial dissatisfaction, failure to address customer complaints, delays in payment of damages and providing inappropriate information to the customer. The fourth dimension is the underlying conditions and includes the credibility of the insurance brand, the transparency of the insurance brand and the mental image of the insurance brand. The fifth dimension is called "consequence" and includes six components of negative publicity, changing the time of buying insurance, canceling the purchase of insurance, reducing the purchase of insurance, increasing mental involvement and making the wrong decision. Also, in this research, during the interviews with the scholores, they identified the factors that he mentioned as an intervening variable and include increasing the market share, completing the product portfolio and ease of shopping for customers.

The findings of this research showed that founded on the data-based approach and triple coding, the researcher's paradigm model consists of six components called damages, customer experience, brand reputation, confusion, online insurance sales and brand equity. What is crucial for customers and reduces confusion is the ability of insurance companies to provide the desired customer service to create a pleasant experience. To be successful and reduce confusion, an insurance company must develop in line with changing customer needs. Find markets and products and be more dynamic than competitors to meet customer needs. At the end, suggestions are provided to create a pleasant experience and reduce customer confusion.