azim zarei

Businesses increasingly rely on online platforms to engage with their customers, comprehending the nuances of the digital customer journey (DCJ) becomes paramount for developing effective marketing strategies. This research aims to investigate the trends and themes in the DCJ literature from 2009 to 2024 through a bibliometric approach. This study seeks to provide insights into the evolution of research in this domain and the implications of emerging trends for practitioners and scholars alike. The theoretical foundations of this research are anchored in the interplay between consumer behavior theories and the advancements in ICT. A total of 1,275 articles were retrieved from the Scopus citation database, following the PRISMA protocol to ensure a rigorous selection process. After applying inclusion and exclusion criteria, 462 relevant articles authored by 1,429 individuals across 261 sources were identified for analysis. The study utilized VOSViewer and R Studio, to conduct a comprehensive analysis of publication trends, citation networks, and co-authorship patterns. The findings reveal several prominent themes, including the impact of mobile technology on customer engagement, the role of personalization in enhancing user experience, and the significance of social media interactions in shaping consumer perceptions. Additionally, the study identifies key authors and institutions that have contributed notably to the field, highlighting patterns of collaboration and knowledge dissemination. The evolution of research topics reflects broader technological advancements, indicating a dynamic interaction between academic inquiry and practical marketing applications.The findings underscore the necessity for marketers to adapt their strategies in line with emerging digital trends and consumer behaviors.

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

Studying, understanding, and predicting human behavior has been the focus of many researchers for years and is the basis of many researches in the field of consumer behavior. The current study was conducted to provide a model of factors affecting purchasing behavior in a mixed method. In the qualitative part, semi-structured interviews were conducted with experts. In the quantitative part, four standard questionnaires were completed on Cloninger's personality, ordered pair, AHP, DNAP, and shopping behavior. In qualitative data analysis, using Maxqda software, 198 primary codes, 38 concepts, 25 components, and six main categories were identified. DEMATEL and ANP techniques were used to determine the weights and check the mutual relationship between the criteria extracted from the qualitative method. The results of DANP for screening dimensions, components, and categories and determining their importance indicated that environmental and climatic factors are influential, as well as purchasing behavior, personality, economic, marketing, and brand excellence.

This study examines the digital banking system using a cross-sectional research method that incorporates qualitative and quantitative exploratory data. Fuzzy logic is used to address the complexity and ambiguity of digital banking characteristics, particularly quality indicators and linguistic variables. The successful adoption of new technologies in digital banking depends on continuous use and habit formation. Previous models of electronic and digital banking have their strengths and weaknesses. Therefore, it is important to develop a dynamic model of the D- Banking Ecosystem that aligns with the specific characteristics of the Iranian bank under study. The research aims to analyze existing models and their strengths and weaknesses to present the boundaries, main players, and relationships within the digital banking ecosystem. Proposed models for digital banking were examined, and a new classification of dimensions and components was presented based on a systematic review method and interviews with subject matter experts. A fuzzy Delphi panel of digital banking experts was formed in three stages to determine the components. The developed model for the studied bank was simulated using dynamic analysis. Based on the findings of the simulation and examination of different scenarios, it is concluded that for this bank to enter the digital banking ecosystem, the first step should be an innovative approach to the use of new technologies and their benefits, along with special attention to cooperation and attraction of startups and Fintechs to satisfy and persuade customers and employees. Other important factors in the next stages include banking industry structure, digital transformation infrastructure, security, environmental-social factors, and laws and policies.

The growth of technology and the creation of a digital revolution in the banking industry, whose customers are increasingly increasing, have had a significant impact on the financial system in the last few years and have required banks to fundamentally revise their business. Developments and the emergence of new technologies such as blockchain have the potential to change the entire banking industry in faster and more efficient ways than ever before. Therefore, the main goal of this research is to investigate the factors affecting the use of blockchain technology in the management of electronic banking services. The current research has been conducted with a mixed approach. In the first step, semi-structured interview method was used to identify and extract the factors from meta-composite study and opinions of experts and experts. In the second step, after the analysis of the theme, quantitative approach and fuzzy TOPSIS technique were used to determine the priority and importance of the factors. The statistical population of the research included banking experts related to the subject of the research, which was determined by the purposeful sampling method. The results of the research led to the discovery of 17 key factors, which are the factors of expertise and technical knowledge, infrastructure development, specialized human resources, support and financial resources, with the first to fifth most important factors affecting the use of blockchain technology in the management of electronic banking services. became

The production and circulation counterfeit drugs in the drug supply chain, especially in the field public health, is serious and vital challenge. Existing management systems in the supply chain are not able to guarantee the supply essential drugs patients. In order improve credibility medicines and reduce the problems the supply chain, it is suggested use the approach based blockchain technology. this research examines the performance the drug supply chain using blockchain technology ensure safety public health. Dynamic system method is used for implementation. The successful implementation blockchain technology requires a deeper understanding the complex dynamics the interaction system between its various components. The dynamic system approach can help analyze these complexities and identify the long-term effects changes in the supply chain. For this purpose, first, the desired data from the literature and interviews drug industry experts were collected, then modeling was done by defining variables, designing feedback loops and writing related mathematical equations. cause and effect diagrams were created as well as flow accumulation and simulation was performed period one year. The results the research show that among investigated indicators, the indicator increasing the detection rate and preventing fraud is particularly important because public health is directly affected by it. Other indicators, in order importance, include the balancing rate the pricing process, smart contracts, identity Digital coordination helps improve performance and strengthen trust in industry. In general, these indicators are used as a set of blockchain tools to improve transparency, security, efficiency and reduce fraud in the drug supply chain.

This research focuses on designing a dynamic value and supply chain model for providing vocational training services with a cost management approach. Vocational training plays a crucial role in supplying and developing a skilled workforce required by the labour market. Given rapid economic and technological changes, these training programs need continuous updates. Enhancing their quality and efficiency requires a model that optimizes cost management, increases productivity, and delivers educational services more effectively. The research methodology is based on thematic analysis, using semi-structured interviews with ten instructors, experts, and mid-level managers in the Technical and Vocational Training Organization, each with over 15 years of experience in vocational training or management. Key variables were identified, followed by conceptual modelling and system dynamics simulation using Vensim software. The findings indicate that optimal financial resource management is the primary factor in improving the quality of vocational training. Increased investment in educational technology, optimization of equipment, and efficient human resource management contribute to enhanced training effectiveness. Furthermore, financial resource management is prioritized over other components of the vocational training value chain. Ultimately, five cost management strategies were proposed: increasing investment in human resources, improving financial resource management, upgrading educational technology, optimizing equipment management, and enhancing educational standards. Among these, ensuring sustainable financial resources was identified as the most critical and effective strategy.

Today, companies are under pressure to accept social and environmental responsibilities within the framework of their strategies and management systems, and sustainability can differentiate competing brands in B2B markets. On the other hand, achieving sustainability and competitive advantage requires companies to support and combine their branding, reputation, and legitimacy in a mutual way. Therefore, the purpose of this research is to identify the discourse framework of sustainable brand legitimacy in an industrial context. The philosophical framework of this research is the interpretive-positivist paradigm and is a category of applied and exploratory research. The participants of the research, who were selected purposefully, are 12 B2B activists familiar with sustainable branding, whose views were analyzed using Q factor analysis using spss25 software. The results show that the model of sustainable brand legitimacy in an industrial context is in five categories: external legitimacy, pragmatic legitimacy, normative legitimacy, instrumental legitimacy, and legitimacy catalyst. The process of legitimization is a process that involves not only the marketing function but the entire organization. Therefore, B2B businesses should pay attention to the use of employees in customer relations, because they are basically the faces of the brand. Also, sustainable B2B brands should be associated with positive associations; Create value for both suppliers and customers.

The phenomenon of service failure expresses the gap between satisfaction and expectations of customers from a service. Ignoring the causes of this phenomenon has become a problem. The purpose of the current research is to identify these factors and provide solutions to reduce customer dissatisfaction with domestic banking services based on the marketing funnel.

The data of this research is of qualitative type and its statistical population consists of employees and managers of Iran-Zemin Bank and customers of this bank. In the first population, 23 employees and managers of Iran-Zmin Bank and in the second statistical population, 13 customers of this bank were determined and interviewed and analyzed.

In total, 3 main themes and 12 sub-themes were identified. The main themes included the main reasons for the failure of banking services, the revenge of the dissatisfied customer, and the ways out of the service failure.

According to the opinions of experts, many of the reasons for the failure of services in the banking industry are the ignorance and lack of information of the customers about the banking rules and instructions, and it is necessary to take measures to educate the customers. Also, it seems necessary to improve the level of knowledge and skills of managers and employees about how to deal with customers, self-restraint and non-confrontation of bank employees with dissatisfied customers.

With the increase in the use of social media platforms by customers to buy products and services of brands, the importance of interactions between companies and customers to improve the value of brands has increased. Therefore, brand managers have changed their interactions with customers from transaction-based cooperation to relationship-based cooperation. They have realized that just as customers can co-create brand value during design, production, and marketing, conversely, they can destroy the value of brands if their interests are neglected, and their well-being is compromised. Therefore, it is necessary to prevent this phenomenon by knowing the driving forces in the co-destruction of brand value. The present study aims to identify the most effective factors contributing to the co-destruction of brand value in social media.
 
The current research is applied in terms of its purpose. It employs a mixed-method approach, combining qualitative and quantitative methods to achieve its objectives. This study utilizes a systematic review methodology of scientific literature to examine all facets of the phenomenon under investigation. The results of the search across various databases revealed 43 studies, of which only 26 were deemed most pertinent to the research's objectives. Consequently, these 26 studies were selected for detailed analysis. In the next step, to determine the structural relationships between the obtained categories and to specify the hierarchy of their influence on each other, the Dematel-Interpretive Structural Modeling method was used.
 
The systematic review findings unveiled 113 initial codes representing crucial influential components, which were synthesized into 29 concepts and further condensed into 8 overarching categories. These categories encompassed: conflict in brand value co-creation management, resistance to change, consumer exploitation, brand service shortcomings, inadequate customer relationship management, negative interactions, ineffective resource integration, and brand value co-creation myopia. The application of the Dematel-ISM technique revealed that "poor customer relationship management" emerged as the most influential variable, while "negative interactions" was identified as the most affected variable. Additionally, "conflict in co-creating brand value management" stood out as the most relevant variable among others in the analysis.
 
The findings indicate that the co-destruction of brand value arises from the reciprocal and concurrent negative participation of both customers and companies. In such a way that if during the process of value formation, one of the parties refuses to share resources or abuses them, it increases the possibility of hatred, rejection, and ultimately the destruction of the brand. Therefore, managers should be aware that wrong decisions about explaining brand strategies can have destructive consequences. Also, they should not forget the cooperative role of customers in the co-destruction of brand value. They need to have a fitting response to address the unreasonable expectations and selfish behaviors of some customers in using brand services. Therefore, this study has been able to inform companies about the occurrence of this destructive phenomenon by identifying the most important effective factors in co-destruction of brand value.

Using intelligence in various aspects of business, including branding, allows organizations to reach a worthy competitive position in today's turbulent environment. However, researchers have not yet provided a scale to measure the level of brand intelligence. As a result, the purpose of this study is 1) to provide an operational definition of brand intelligence and 2) to develop a standard scale for measuring this variable. This study reports six studies on developing a brand intelligence scale based on a literature review and interviews with practitioners. This scale shows reliability, internal consistency, construct validity, and nomological validity. The findings show a 24-item measurement scale comprising seven dimensions: monitoring, brand research, predictability, reactivity, learning ability, ability to collaborate, and responsiveness. Also, the results showed that brand intelligence significantly affects market performance and financial performance. Finally, contributions, implications, limitations, and future research directions are discussed.

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

Charitable activities in different ways and based on different intentions have always been emphasized and paid attention to in heavenly religions and human civilizations with different intensity and weaknesses (Shivji, 2007: 62).
In the teachings of Islam, charitable activities such as waqf, endowment, benevolence, and charity are highly emphasized. One of the important cases in which voluntary activities could play a serious role as an auxiliary arm of governance was the Corona crisis (Kifle Mekonen & Adarkwah, 2022: 2). In general, the experiences gained from charitable activities during the Corona era played a significant role in managing the challenges and economic problems of that era, and by supporting medical and therapeutic measures, it also played a facilitating role in reducing the epidemic cycle. The continuation of difficult economic conditions and the creation of new crises in the country indicate the necessity of continuing and expanding charitable activities. Based on this, the current research intends to explain the future trend of these activities based on the experience and lessons learned from charitable activities during the Corona epidemic.

The upcoming research has an exploratory qualitative approach in terms of its nature and a developmental approach in terms of its goal. To investigate the experiences of donors during the Corona era and also predict the future trend of this range of charitable activities, a thematic analysis method was determined for this research. Also, the semi-structured interview tool was determined as the main strategy of data collection to achieve the goals of this research. The statistical population of the current research was formed by donors and experts of the Imam Khomeini (RA) Relief Committee across the country, and 31 people were selected from this population using the purposeful sampling method. After conducting the interviews, the data was coded with a line-by-line review approach and with the help of Maxqda.20 software. Also, the validity and reliability of this research was confirmed through Creswell (2000) guidelines (Creswell & Miller, 2000). The research method was forward-looking.

The present research was conducted to promote the charitable activities of the country by using the experiences during the Corona epidemic. In this regard, the opinions of 31 experts, managers, and activists in the field of charitable activities were analyzed through semi-structured interviews and using the thematic analysis method. Based on the data analysis, the two main networks of this research were obtained as follows:Fig 1. The main themes of the present research Based on the figure above, the lessons learned from Corona were identified in five axes: economic, health support, jihadi battle, spiritual support, and rule of law. Also, taking into account the social and economic problems of the country, the role of charitable activities in the future was identified in the five axes of strengthening the livelihood of the needy, educational jihad, improving the level of health, generating culture, and governance of artificial intelligence.

The experiences of charitable activities during the outbreak of Corona in the country showed that the capacities of this field can be used in other sensitive parts of the country in addition to health issues. The use of modern tools such as artificial intelligence to identify people in need and predict the future situation of this field as well as creating communication networks between benefactors to synergize the capacities of these people will be one of the most important features of such affairs. In the meantime, the innovative and new part that the specialists of this research mentioned was the use of new technologies such as artificial intelligence and big data analysis by donors. In the field of charitable activities, artificial intelligence has the potential to help improve the performance and effectiveness of these activities. One of the important advantages of artificial intelligence in the field of charitable activities mentioned in the research of researchers is the collection and analysis of data and the provision of intelligent solutions to identify the needs of people covered by the relief committee.

In the age of information, the increasing competition among banks to gain a larger share of the monetary and financial market has led to a more detailed and profound focus on the needs and demands of customers. Achieving maximum customer satisfaction initially involves understanding their needs and demands and then translating these into appropriate services. Given the growing complexity of financial and banking systems, this can only be accomplished by establishing codified and systematic methods that transform these concepts into an organizational process. Furthermore, with the evolving needs, demands, and expectations of customers, it is essential to first identify what the customer desires and then provide the necessary means to fulfill them. The significant changes in the banking system and services, the competitive and rapidly changing environment in which banks operate, and the recognition that consistently delivering superior quality services compared to competitors can create a stronger competitive advantage have driven banks to shift their focus towards customer satisfaction and enhancing service quality. Consequently, due to the characteristics of digital environments, banks are compelled to transition into digital banks and bridge the gap between the physical and digital realms in a timely manner. The journey of banks towards customer-centricity should commence with the adoption of digital technologies and by establishing targeted partnerships and re-engineering the current processes and structure of banks within the digital banking ecosystem. The primary objective of the current research is to conduct a bibliometric analysis of the scientific publications in the Scopus scientific database on the subject of digital banking from its inception to date and to present the global scientific landscape (over the past 66 years). In scientometric research, it is crucial to emphasize the significance of quantitative and qualitative information about the topic being studied. Such studies unveil hidden realities in every scientific domain. Undoubtedly, remote research points may pose significant challenges in the future or reveal remarkable prospects for further research and narrowing research gaps.

This research follows an analytical-applied approach, utilizing scientometric techniques such as synonym analysis and social network analysis. By examining the main results, the research field's topics and boundaries were meticulously gathered through records and citation links. Under a scientific framework, 3488 sources related to digital banking were extracted from the Scopus scientific database by searching the article title, abstract, and keywords. Data review and analysis were conducted using the database's tools, as well as Excel and VOSviewer software, a social network analysis tool. This was done to quantify, design, and visualize the research products' trends, knowledge map, colleagues' network, and the synonymy network of research on digital banking. 

The findings of the research indicate the upward trend of scientific productions in the field of digital banking, especially since the year 2000, and it also indicates that; More than 97% of the indexed documents are in English and the rest are related to other languages of the world and have been retrieved and categorized in the form of 13 types of texts, the highest frequency of which is related to original research articles with 44.70% and countries such as the United States of America, England and India has the most published documents in this field compared to other countries in the world.

The findings of the research indicate an upward trend in scientific productions in the field of digital banking, especially since the year 2000. More than 97% of the indexed documents are in English, while the remaining are in various languages from around the world. These documents have been retrieved and categorized into 13 types of texts, with the highest frequency being original research articles at 44.70%. Countries such as the United States of America, England, and India have the most published documents in this field compared to other countries worldwide.

Investigations like this can provide a suitable path and roadmap for future research, investment, and policymaking by executive departments in the field of digital banking. The results of this research show that Iranian researchers have also entered this field and have scientific productions and collaborations with other countries in this area, but this issue should be further developed. Additionally, the co-occurrence results of the words show the frequency of terms such as "banking", "digital storage", "fintech", "digital technology", "blockchain", "e-commerce" and "authentication" and the most relevance to the term "digital banking. The results of co-authored works by countries reveal that India, America, England, the Russian Federation, Indonesia, Malaysia, Australia, and Spain have the most significant scientific cooperation in this field compared to other countries.

The purpose of this research is to determine the impact of servant leadership on employees intrinsic job satisfaction and extrinsic job satisfaction with the mediating role of servant attitude. This research is applied in terms of purpose and in terms of nature it is a descriptive-survey. The statistical population of this study is the employees of Razi University of Kermanshah. A Stratified random sampling method was used. A total of 250 standard questionnaires were distributed among the employees and a total of 212 questionnaires were collected. Structural equation modeling and Smart PLS3 software were used to analyze the data and test the research hypotheses. The coefficients of factor loadings of the research model show that servant leadership has a 0.29 effect on intrinsic job satisfaction and a 0.51 effect on extrinsic job satisfaction; In addition, servant attitude has a 0.17 effect on intrinsic job satisfaction. Therefore, according to the research results, servant leadership will bring intrinsic job satisfaction and extrinsic job satisfaction for employees; but will not establish the servant attitude in their minds. In addition the mediating role of servant attitude in the effect of servant leadership on intrinsic job satisfaction and extrinsic job satisfaction was not confirmed, but as an independent variable, it will bring intrinsic job satisfaction for employees.

To this end, organizations are planning to enter different digital arenas and evaluation of D-Readiness for measuring their level of success is of particular importance. Determining the degree of readiness to accept, use and apply new technologies and their related applications inside and outside organizations is one of the things that is of interest and emphasis. This research examines the theoretical and experimental foundations as well as existing models related to the subject under study, while considering the strengths and weaknesses of each of them; It has presented the dimensions and components of preparation for accepting and entering the field of digital banking with a newer classification of them in the form of a dynamic model. The research method of this research is mixed (Qualitative- Quantitative) and its statistical population is the banking industry. In the qualitative phase, 15 academic and Iranian banking system experts were contacted in the form of five rounds of the Delphi panel, and as a result, the main factors of the model were calculated, extracted and finalized in the form of dimensions and components. In the quantitative phase of the research, various presuppositions in the research model for the country's banking system were tested and simulated using systems dynamics, the results of which indicate the attention and focus of the managers, policy makers and actors of the country's banking system on the main variables of the research, namely; Digital Readiness, Incentive Policies and System Quality is improvement.

Knowledge-based companies, due to having capacities such as economy based on indigenous knowledge and relying on internal scientific and research capabilities, are among the pillars of development in the framework of the economy, but still identify and use the capacities of knowledge-based companies. Especially in the commercialization of technological projects is still neglected. The purpose of this study is to explain the pattern of commercialization of technological projects in start-up knowledge-based companies and try to identify the factors affecting it. Thus, a combination of qualitative and quantitative methods has been used. In the first step, important criteria by reviewing the literature, reviewing documents and interviewing experts consisting of 20 senior managers of the new knowledge-based company located in the growth center of Shiraz University Science and Technology Park and consulting 2 university professors were identified and using factor analysis method. , Very important criteria have been set in the commercialization of technological designs and BWM techniques. The research results show that paying attention to 5 criteria of technology, skills, knowledge, market and policy and law for commercialization of technological projects in the new knowledge-based hub company are effective.

Tourism is a sector that is directly and indirectly related to technological advances. Recently, Big data technology has provided significant opportunities for smartening the tourism industry. Accordingly, the present study aims to investigate the impact of factors affecting the acceptance of Big data technology to evaluate the impact of 10 components of the three dimensions of the TOE technology acceptance framework on the acceptance of Big data in the tourism sector. The present study is applied in terms of orientation and in terms of the type and manner of collecting survey-descriptive information. The statistical sample of the study included 100 employees, experts and managers of the IT department in the field of tourism who were selected using a researcher-made questionnaire and available sampling method. Then the research data were analyzed using SPSS22 and Smart PLS3 software. According to the findings, the factors of perceived comparative advantage, external support, external pressure, managerial support, human resource readiness, centralized structure, data-driven culture and complexity have been effective on the acceptance of big data in tourism; But the two factors of adaptation and technical readiness did not have a significant effect. According to the research results, due to the high importance of understanding the comparative advantage and lack of significant impact of adaptation and technical readiness; Attention to the introduction and application of an innovation is more important than the current technological facilities and capabilities of organizations to accept an innovation.

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

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

 Business-to-Business markets use the positive effect of sustainable measures to strengthen their brand. Because sustainable branding supports competitive advantage with a positive impact on customer perceptions and satisfaction, in this regard, the tools and platforms available in the online environment can be effective in sustainable B2B branding by facilitating interaction and dialogue in an informal way between the company and its audience. Therefore, the current research was conducted to provide a conceptual framework of sustainable B2B branding through social media using the qualitative method of theme analysis on Iranian ports. This is an exploratory research with an aim to be applicable. The statistical population is Iranian port managers, and to collect information, a semi-structured interview was conducted with 14 key informants (saturation limit) who were selected by a targeted method. To analyze the data, the text of the interviews was transcribed. Then, using Atlas software and the inductive thematic analysis method, data were coded, analyzed, and interpreted. In this research, the framework of sustainable branding from company to company was explained through social media with 117 basic codes, 10 sub-themes, and 3 main themes of social media management, brand mantra, and sustainability action.

With the growth of the activities of companies in the context of social commerce, the participation of customers in the design and production of products and services of brands has increased a lot. But this does not mean that their participation is always accompanied by positive results, rather, in some circumstances, the participation of customers causes huge costs to the company, the loss of the balance of interests and, as a result, the co-destruction of value. It is obvious that with the occurrence of co-destruction of value without conflict management, companies are involved with many negative consequences, the identification of which is necessary to control the situation and get out of the unbalanced situation. Due to the importance of this issue, this study has identified and prioritized the most important consequences of the brand value co-destruction in social commerce, before and after the use of conflict management. This research is practical in terms of the type of purpose, and in order to collect information, it has used the qualitative method of classical grounded theory and the Ordinal Priority Approach. Based on an in-depth interview with 23 selected experts, the consequences of brand value co-destruction were identified in the form of 105 open codes, 29 concepts and 11 main categories. The results show that without using conflict management, companies will face destructive consequences . But by using conflict management while experiencing co-destruction of value, companies prevent negative consequences and turn them into positive and constructive results.

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

In today's world, the role of commercial diplomacy has become important for economic and trade development, in some countries, the major time of the diplomatic system is devoted to it. We expect to commercial diplomacy to become the top foreign policy priority to solve a part of the problems facing the knowledge-based companies. This study aims to define and design a system model of commercial diplomacy in the knowledge-based companies, the hybrid approach was used for this purpose. Accordingly, this study is exploratory mixed-methods in its aim, and applied in its results. in the first phase of research using grounded theory and theoretical sampling, 16 half-structured in-depth interviews with activists to saturate the theoretical knowledge-based companies (experts, managers and relevant officials) took and commercial diplomacy system model was designed for knowledge-based companies. In the second phase, Structural Equation Modeling used and the model of commercial diplomacy system tested in 102 knowledge-based company. Results revealed that the inputs effected on the process, process effected on output, outcomes effected on feedback and feedback effected on inputs.

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