مقالات رزومه دکتر عفت حاجی حسینی

According to the teachings, the personality of people is among the variables that can be effective in the relationship between people’s perceptions and their behavior. Also, focusing on the health of the organization means focusing on the future success of the organization. Considering the very changing conditions of hospitals and the necessity of their effectiveness, there is a need for employees who have voluntary behaviors for the organization. Despite all the theoretical advances in the field of health, attention to the spiritual dimension of health has been neglected in most health promotion programs. Therefore, the purpose of this research was to investigate the influence of personality and spiritual health on organizational citizenship behavior. The statistical population of this research is made up of nurses from selected hospitals in Kashan. The sample size in this research was 218 people using stratified random sampling. A questionnaire was used to collect research data. Structural equation modeling by smartpls3 software was used for data analysis. The results showed that personality traits (psychological entitlement, malice, utilitarianism, Machiavellianism, psychopathy, sadism, narcissism) had a significant and negative effect on organizational citizenship behavior. And the characteristics of psychological entitlement and selfishness did not have a significant effect on citizenship behavior. Also, spiritual health had a positive and significant effect on organizational citizenship behavior. According to the findings of this research, it seems that it is necessary to hire, train and advise nurses with personality traits that promote organizational citizenship behavior in hospitals. As a result, the implementation of these solutions helps to increase spiritual health in the organization and to strengthen and form positive and desirable behaviors among employees.

This research was aimed at identifying the antecedents and consequences of digital content marketing using grounded theory model (case study: Instagram bloggers). The statistical population in the qualitative section consisted of experts and knowledgeable people in the field of digital content marketing, especially Instagram bloggers. The sample size in the qualitative section with theoretical saturation (20 people) was estimated using purposeful sampling. The data collection tool in the qualitative part was a semi-structured interview. For validity and reliability of the work the Goba and Lincoln criteria were used, which consist of four more detailed concepts of validity, transferability, verifiability and reliability. MAXQDA software was used for coding. To analyze the data, Strauss and Corbin systematic method was performed with open coding, axial coding and selective coding. After data analysis, the paradigm model or optimal model of digital content marketing was extracted. The results identified 62 core codes, 216 indicators (open coding) and 6 selective coding of which 7 precedents (effective component) including motivation, business intelligence, audience experience, preferences, research and development, creativity, and influencers and 11 consequences (effective component) include competitiveness, communication, audience trust, value creation for the audience, promoting e-learning culture, loyalty and persuasion to buy, brand awareness, brand health, e-marketing effectiveness, word of mouth and engagement embraced. In addition, strategies, contextual factors and barriers to digital content marketing were presented. Therefore, according to the research results, attention to digital content marketing for branding and audience attraction, as well as loyalty to the target audience should be considered by bloggers and people who have online businesses.

Instagram content is of concerns to business owners today. Nevertheless, the central problem in the production of Instagram content is not just writing a text. But how the audience conveys and comprehends it. This article aims to provide a digital content marketing model for Instagram bloggers.

This is an applied mixed research (quantitative and qualitative). Population of qualitative part includes experts in the field of digital content marketing. Sample for this section consisted of 20 individuals using purposive sampling method.   In the quantitative part population consisted of all Instagram bloggers. Sample of 400 individuals selected based on Cochran's formula by stratified random method. Instruments were interviews and researcher-made questionnaires that approximately 600 questionnaires were sent online and 400 were returned. Lisrel and smartpls3 software were used to analyze the data.

Results identified 36 components and 95 indicators that 7 effective components including:  Motivation, business intelligence, audience experience, preferences and tastes, research and development, creativity and influencers which respectively 0.119, 0.138, 0.105, 0.222, 0.128, 0.144 and 0.212 had an impact on digital content marketing. Furthermore, 11 components of competitiveness, communication, audience trust, value creation for the audience, promoting e-learning culture, loyalty and persuasion to buy, brand awareness, brand health, e-marketing effectiveness, word of mouth and participation influenced by digital content marketing. In addition, mechanisms, facilitators and barriers to digital content marketing were presented.

Results could be used as a first step in the study of digital content for Instagram bloggers and are also applicable to marketing and consumer behavior professionals. Paying attention to the content of bloggers' pages on Instagram in the field of marketing provides favorable conditions for improving consumers' attitudes towards online advertising and sales.

The aim of this study was to evaluate the impact of marketing activities on service brand equity: The mediating role of evoked experience. The research method according to purpose was Practical, The method of data collection was Descriptive correlational, as well as the type of data was quantitative. The statistical population of this research was all Patients who used the services of Shahid Sadoughi Hospital in Yazd for 5 months (41000). Due to their unlimited number, using Non-random sampling method, according to It was available to people, 380 people were selected as the sample size. To collect data, we use For the experience variable excited from the Brookes and colleagues questionnaire (2009), You et al. (2000) and brand equity (2000), and for marketing components, were Dagierala et al. (2008), Barry et al. (2002) and Dagger et al. (2007). After collecting the questionnaires, data describing was done through the mean, standard deviation, by Spss software and data Statistical Inference was carried out through structural equation modeling with the help of Amos software. Questionnaires Technical characteristics were assessed including reliability, validity, convergent and divergent validity. Path coefficient and significant coefficients were used to examine the hypotheses. The results showed that the degree of appropriateness of proposed model was appropriate with regard to components research. Also the components of marketing activities influenced the brand-specific value of a customer based on the mediating role of the excited experience.

The aim of this study was to evaluate the impact of marketing mix and marketing efforts of social media on consumer response according to the mediating role of brand equity which done in the mobile industry in Yazd. The research method according to purpose was Practical, The method of data collection was Descriptive correlational, as well as the type of data was quantitative. The statistical population of this research was all mobile phone users in Yazd city. Due to their unlimited number, using cluster sampling method, according to Morgan table and Cochran formula, 384 people were selected as the sample size. To collect data, we use the social media marketing efforts questionnaire Kim and KO (2012), brand equity Kim and Hyun (2011), call consumer Tnmayr et al. (2011), Marketing Mix with Izadyar tabloid questionnaire (2011). After collecting the questionnaires, data describing was done through the mean, standard deviation, by Spss software and data Statistical Inference was carried out through structural equation modeling with the help of Lisrel software. Questionnaires Technical characteristics were assessed including reliability, validity, convergent and divergent validity. Path coefficient and significant coefficients were used to examine the hypotheses. The results showed that the degree of appropriateness of proposed model was appropriate with regard to components research. Also Social media marketing and marketing efforts influenced consumers' response with the mediating role of brand equity.