arezoo hosseinzadeh

Today, marketing of luxury goods has become one of the most popular areas of marketing, and considering that women are the biggest customers of luxury goods. The purpose of this study is to understand the themes of women's consumption behavior of luxury goods. The research was conducted using interpretive phenomenology strategy. In order to find out the reasons behind the consumption of luxury goods by women, 13 female participants in Mashhad who had experienced the phenomenon of buying and consuming luxury goods were selected by purposive sampling. Based on the data obtained from in-depth and semi-structured interviews, three main themes of "individual motivation", "social motivation" and "product-related motivations" were extracted as motivations for buying luxury goods. The findings from the interviews indicated that the sub-theme "showing off" and the sub-theme "functional aspect of luxury products" have a more effective role in the consumption of luxury goods.

Small manufacturing companies, as the main actors of the national and industrial innovation system, need to realize open innovation through digitization capabilities to gain competitive advantage in the digital economy. However, existing researches are based on review studies and retrospective data, which has led to insufficient understanding of the issue. In this regard, the current research aims to investigate the impact of digitalization capabilities on open innovation among small manufacturing businesses. Also, the moderating role of environmental dynamics and managers' digital awareness was also investigated in the model. This research is applied in term of goal, and a descriptive-survey research in terms of data collection method. The statistical population of the research includes the senior managers of small manufacturing companies in Tehran. Research data collection tool is a standard questionnaire whose validity and reliability were confirmed. Finally, data analysis by structural equation modeling with SmartPLS software indicates that digitalization capabilities have a positive and significant impact on open innovation in small manufacturing companies. It was also found that environmental dynamism moderates the impact of digitalization capabilities on open innovation. But the moderating role of managers' digital awareness in this direction was not confirmed. These results shed light on the role of digitization capabilities to drive open innovation in small manufacturing businesses and provide solutions for digital transformation and open innovation of these companies.

This study aims to identify green human resource management (GHRM) practices in small and medium-sized enterprises (SMEs) during the digital transformation era. As organizations increasingly adopt digital technologies, integrating environmentally sustainable practices into HRM becomes crucial. This research investigates the specific GHRM practices SMEs implement and explores their alignment with the digital transformation initiatives. This research is done through a comprehensive review of 26 articles and a thematic analysis of them in the qualitative part (meta-synthesis) and a fuzzy Delphi method to screen and confirm the findings of the meta-synthesis in the quantitative part. This is a kind of mixed method that is used in this study. Based on the findings, GHRM practices in the age of digital transformation were identified in 64 concepts. The findings contribute to understanding how SMEs can effectively incorporate sustainable HRM practices in the context of digital transformation, promoting environmental stewardship and enhancing organizational sustainability.

The purpose of this study is to investigate the consumers’ reaction to the observance of hygienic principles in the store during the outbreak of the COVID-19 pandemic. The statistical population of the present study included all Rasht citizens who are at least 18 years old. The data collection instrument for this study was a questionnaire that was prepared in the form of two scenarios an inter-subject and scenario-based experiment. According to each scenario, 138 samples completed the questionnaire based on watching the submitted video. also for data analysis purposes, Structural Equation Modeling (SEM) and Smart PLS software. The study results illustrated that the significance level for all four behavioral reactions including store attachment, willingness to more pay, repurchase intention, and word-of-mouth advertising was less than 0.05, pointing out a significant difference between customers' reactions in the two stages of the experiment. Also, under high and under-hygienic states, the effect of store attachment, and word-of-mouth advertising on the repurchase intention is positive but the level of influence in the hygienic state is more than that of the low hygienic state. Also, the moderating role of word-of-mouth advertising to an attachment on the store and willingness to pay more has been evaluated positively in both states, and in under hygienic state the level of moderation is higher.

Recently, with the spread of social media, marketers and brands use Influencers as marketing strategies to introducing products, however, the realization of marketing goals is not possible without a complete understanding of the influencers' characteristics. In this regard, this study was conducted with the aim of determining the the effect of the influencers' characteristics (expertise, credibility, physical attractiveness, homogeneity) on the purchase intention with the mediating role of trust and image satisfaction in the clothing industry. This research is applied in terms of purpose and descriptive-survey in terms of data collection method. The statistical population of the research includes all female users on the Instagram social network. The required sample size was determined based on Cochran's formula of 384 people, and the samples were selected using the available non-probability method. To collect data, a standard questionnaire was used, and its reliability and validity were confirmed. The research data were also analyzed using the method of structural equation modeling with partial least squares approach. The results showed that trust mediates the effect of credibility and homogeneity on purchase intention. However, the effect of expertise and physical attractiveness on the creation of trust was not significant. In the following, it was found that image satisfaction mediates the effect of expertise, physical attractiveness, and homogeneity on purchase intention, and the effect of credibility on image satisfaction was not confirmed. The findings of the research lead to a better understanding of influencer marketing in the clothing industry.

This study sought to investigate the effect of customer relation management factors on students' purchase intention based on the characteristics of social media advertising.

The statistical population of the present study includes all students who purchase online. This descriptive study employed a standard 5-point Likert scale questionnaire. To ensure the validity and reliability of the instrument, we used content validity and Cronbach's alpha coefficient, respectively. As for the sample size, 384 completed questionnaires were collected based on the availability non-random sampling method. The collected information was analyzed via structural equations using SPSS 22 and PLS 2 software.

Three factors, namely interaction, perceived communication, and satisfaction were found to be the components of customer relation management, and three other factors including pleasure motivation, performance expectation, and awareness-raising were considered as the components of social media advertising. This study showed that performance expectation, interaction on performance expectation, pleasure motivation interaction, awareness-raising, and perceived communication have a significant positive effect on customer purchase intention. In addition, regarding the satisfaction variable, it was found to have a positive significant effect on the customer’s purchase intention for buying the products that are offered in social media ads.

This study provides a number of theoretical and practical guidelines for marketers to effectively plan and implement their advertising methods on social media platforms.

In today 's competitive world wich is full of uncertainty, online businesses increasingly need strategies for survival. Meanwhile, open innovation allows businesses to work with their customers to better understand their tastes and desires. In this regard, the present study aimed to investigate the moderating role of open innovation in the impact of website appeale on customer behavioral intentions. The research is applied in terms of purpose and descriptive-survey in terms of data collection method. The statistical population of the study is all customers who have made a purchase from the site of Digi Kala at least once. The required sample was determined based on Cochran's formula of 384 people who were selected by non-probability method available. The data collection tool was a standard questionnaire whose reliability and validity were confirmed. The research data were analyzed using structural equation modeling and LISREL software. The results showed that the variables of enjoyment elements and the quality of service delivery have a positive effect on the website appeale. But the effect of service content quality on the website appeale was not confirmed. It was also found that the open innovation moderates the effect of website appeale on the behavioral intentions of customers. Accordingly, online business managers should be aware that the website appeale alone is not enough to predict the positive behavioral intentions of customers, but should lead to the impact of these characteristics on the positive behavioral intentions of customers through the use of open innovation strategies.

The aim of this study was to investigate the effect of responsible leadership style on organizational citizenship behavior through the mediating role of organizational justice and organizational commitment. In terms of purpose, the research is applied, and in terms of data collection method, is descriptive-survey. The statistical population of the study is all employees of the Red Crescent Society of Guilan province, 354 people. The required sample size was determined using Morgan table, 210 people, and were selected by simple random sampling. Data collection tool was a standard questionnaire based on the Likert scale, whose validity and reliability were confirmed. Finally, out of 230 distributed questionnaires, 218 complete questionnaires were collected. Data analysis was performed using structural equation modeling in Amos and SPSS software. The results showed that responsible leadership (β: 0.325), organizational commitment (β: 0.274) and organizational justice (β: 0.372) have a significant and direct effect on organizational citizenship behavior. The mediating role of organizational justice and commitment in the impact of responsible leadership on organizational citizenship behavior was also confirmed.