فهرست مطالب younos vakil alroaia

The aim of the current research is to find a model to build an efficient customer club for the quantitative and qualitative development of increasing customers in the banking system. According to its purpose, the research method is practical and in terms of implementation method, it is mixed (qualitative-quantitative) and in terms of the research implementation strategy, it is exploratory. The statistical population in the qualitative section includes 11 experts and experts, managers and vice-presidents of the bank, and experts in the field of management model and customer club, and the statistical population in the quantitative section includes 385 people from all members of the bank's customer club. Exports that were selected using Cochran's formula as a sample and by simple random sampling. Data collection tools include semi-structured interviews and researcher-made questionnaires in the quantitative section. In the data analysis of the qualitative part, using the theme analysis approach, MAXQDA10 software was used, and in the quantitative part, SPSS and AMOS software were used. The results in the qualitative part showed that (93 open codes, 52 sub-themes and 6 main themes were identified from the interviews in the form of the dimensions of the efficient customer club building model, and the results of the quantitative part showed that the identified components have an explanatory and meaningful effect on the construction of the efficient customer club. In the banking system, there is an increase in customers in the direction of quantitative and qualitative development.

Currently, innovation in business models is considered corporate architecture. Innovation in business models shows how companies can take new approaches to develop their business. Companies can facilitate the entrepreneurship process by considering the innovations in their business model based on their capabilities. This will play a prominent role in designing and explaining the business model dynamics. This article investigates the effects of the innovation index on the business diversification index in selected listed companies in the Iranian capital market with the quantile regression approach from 2013 to 2019. The results of this study showed the positive and significant impact of the innovation index on business diversity in all three groups of competitive, concentrated, and semi-concentrated industries, but this effect was stronger among competitive industries. Also, the results of this study indicate the asymmetric effect of the innovation index in competitive and semi-centralized industries and the symmetrical effect of the innovation index in centralized industries.

The purpose of this research is to design a model of predictive factors of entrepreneurial opportunities in international companies. The research method is applicable in terms of purpose, and qualitative in terms of its implementation. The statistical population of the research includes 17 managers and experts active in the field of entrepreneurship, and the sampling was done in a purposeful and snowball manner, and the interviews continued until reaching theoretical saturation. The data collection tool is a semi-structured interview. Data-based method was used to collect and analyze data. Data analysis and pattern design were done in three stages of open, central, and selective coding. For data analysis, MAXQDA 18 software was used for coding. In the open coding stage, 305 preliminary codes were identified out of the analysis of the interviews. In the second stage; core coding based on research findings, the concept of entrepreneurial opportunities was chosen as the core phenomenon. Causal conditions were placed in the form of seven categories: unexpected events, changes based on industry and market structure, shortage based on methods, contradictory situation, change based on values and knowledge, new knowledge, and demographic characteristics; and the four main categories were selected include organizational strategies, market related strategies, business strategies, and effective performance management. Intervening factors were identified in two strengthening and weakening categories. Capital, corporate factors, social learning, gathering and studying information, individual characteristics, and social factors were determined as the background factors of entrepreneurial opportunities. Finally, the consequences of predictors of entrepreneurial opportunities were determined in two categories: financial and tangible, and non-financial and intangible.

Today, managers of both traditional and startup businesses strive to reduce their organization's additional costs and provide better services to customers by adopting an appropriate approach and utilizing modern technologies such as pervasive connectivity, supply chain management, cloud computing, and big data. They also structure their organization based on the utilization of digital technologies and use them to create a new business model. This study aims to identify the factors affecting the improvement of the insurance business and focuses on the role of intra-organizational and extra-organizational factors in achieving digital insurance. The results from qualitative and quantitative analyses on data collected from insurance professionals and experts, using thematic analysis, exploratory factor analysis, confirmatory factor analysis, and structural equation modeling, led to the identification of factors and sub-scales. According to the findings of this research, insurance companies should consider the share and role of each intra-organizational and extra-organizational factor in achieving the approach of digital business development and improvement. Furthermore, according to the quantitative section of the research, the efforts of insurance companies in this path will only yield ideal results if the government creates the necessary digital capabilities for improving business in the insurance industry. This includes the formulation and revision of upstream laws, the establishment of national databases and communication infrastructures required by the country's insurance industry, and the development of necessary standards to provide a suitable environment for creating a digital ecosystem.

The current research was conducted to identify the themes of managers' digital competencies with a thematic analysis approach with a qualitative strategy.

Thematic analysis was based on the model of Clark and Brown (2006). The data collection tool was a semi-structured and in-depth interview, which was analyzed using open and axial coding. The research community was (managers and experts of the country's education assessment organization), and among them, the data reached the saturation level with 15 people.

The digital competencies of managers with the title of comprehensive theme include 3 comprehensive themes of knowledge and awareness, skills and abilities, and individual characteristics with 14 organizing themes and 58 components in the form of basic themes.

The required skills are knowledge of data science, knowledge of information security, organizational management and leadership abilities, soft skills and communication methods, digital leadership and efforts for digital creativity and innovation, digital literacy in this era, and having professional training and developing digital interaction and communication in line with The development of digital talent of employees of the measurement organization, management of digital change and transformation and the use of digital platforms, management of attitudes and finally social and moral responsibility are among the skills needed by the employees of the measurement organization.

This research provides a data-driven model of electronic banking customer experience using digital marketing knowledge. The study is applied-developmental research, and it is a cross-sectional survey research. A semi-structured interview and a Likert scale questionnaire were used to collect data. The statistical population in the qualitative section includes banking industry experts. Using targeted method, 15 experts participated in this section. The statistical population is one million people (active customers of electronic banking) and the sample was calculated based on the Cochran table of 384 people. To analyze the data in the qualitative part, the foundation data analysis method was used in MAXQDA, and for the validation and presentation of the final model, the structural equation modeling method and SMARTPLS software were used. Based on the designed model, 6 categories for causal factors (proper decision-making, time management, digitalization effects, cost management, business trends, and relationship management), 2 categories for background conditions (banking industry and digital economy), 2 categories for intervening conditions (individual factors and environmental factors), 4 categories for strategy (digital tools, trust building and training, digital differentiation and digital platform), 3 categories for outcomes (prosperity of the banking industry, customer satisfaction, and economic productivity) became. Banks are an important pillar of the economy and the strategies they adopt will affect the recovery of the economy after the pandemic. Digitization is one of the important options for banks in order to provide the best and most reliable solutions to customers in their current business with the bank.

In the field of marketing, the most desirable scenario involves the company maintaining an optimal level of market share with an increasing trend over time, as well as preventing any decline or reduction in the market share. Concerning political marketing and elections, there is even more necessary to have such a favorable scenario. Based on the significance of customer retention, this approach maintains that a party can win if it secures the largest market share while minimizing customer attrition. It seems to be an essential approach given the nature of political marketing characterized by the intense competition among political parties, the unavoidable impact of social media, the uncertainty about fulfilling campaign promises, and the risky nature of political transactions (cash vs. credit imbalance) —all of which can contribute to the vulnerability of political marketing, hence a declining trend in the voter turnout. Relationship marketing, as a modern marketing technique, can help political activists to mitigate these challenges, offering effective solutions to minimize campaign costs and increase the likelihood of success in elections. Political relationship marketing has been the subject of inquiry in several studies (e.g., Afjeh’i & Khademi-Garashi, 2016; Talari & Mousavi-Shafaei, 2015). Rizan et al. (2014) delved into the impact of relationship marketing on customer loyalty.A declining trend in the number of electoral votes is one of the challenges faced by political parties in Iran. The issue appears to be rooted in their marketing strategies. In fact, political marketing strategies can potentially present a persuasively alluring image of the candidate’s integrity and virtue while covering up their flaws. Consequently, the politician who has been getting promoted is often perceived as an ideal figure. In most cases, voters may not understand the techniques used in campaigns, succumbing to the persuasive tactics employed by the candidate and thus increasing the likelihood of making a mistake in their choice and experiencing early regret. In fact, insufficient knowledge about the candidate or party contributes to such mistakes on the part of voters. Moreover, the inability to retain voters, driven by factors such as a loss of trust and unfulfilled promises, can result in costly and sometimes irreparable damages to political parties. Considering the drawbacks of short-term marketing in the political arena for those involved and the political parties’ desire for sustained power, relationship marketing seems to be a suitable approach to address the shortcomings without compromising market share, fulfill political parties’ electoral aspirations (e.g., frequent wins), and to ensure that voters get to know candidates and political parties adequately and accurately. In this line, the present research investigates the influential factors in political relationship marketing, addressing the following questions: Can relationship marketing help overcome the challenges in political elections? And what factors are influential in establishing and maintaining the relationship?

There are numerous factors behind party wins in the electoral market. However, according to the theoretical framework of this research, establishing and maintaining a robust relationship between parties and voters, leading to voter loyalty, plays a pivotal role in the electoral success of political parties. Relying on a multi-stage conceptual model, the present study aimed to investigate the connection between relationship marketing and the success of parties in the political market and electoral contests. The study is located within the intersection of political science and marketing management. As an applied research involving field work, it adopted a descriptive–survey, correlation-based approach to investigate the research questions. First, the analysis focused on the effect of relationship marketing variables (i.e., commitment, fulfillment of promises, communication, competence, and trust) on satisfaction. The second step involved examination of the effect of satisfaction on voter loyalty. Finally, the research explored the correlation between loyalty, recommendations to others, and revoting, as influential factors contributing to the success of political parties. In the data analysis, the Pearson coefficient and the correlation coefficient were used to understand the relationships between the research variables.

The research findings indicated a significantly direct correlation between relationship marketing principles and voter satisfaction. The results of regression analysis demonstrated that these principles can predict satisfaction. There was also a significant relationship between satisfaction and loyalty, as well as between loyalty and both revoting and recommendation to others. Finally, a significant relationship was observed between success and revoting and recommendation to others.

The research results confirm that the success of political parties hinges on both retaining existing voters and attracting new ones. This process involves distinct stages: generating satisfaction by applying relationship marketing principles, enhancing and transforming satisfaction into loyalty and fandom through the practical implementation of the principles, adopting fan-driven marketing as a result of the loyalty cultivated, and finally giving recommendations to others. The first and second stages are executed through strategic planning and initiatives of strategists, along with the genuine and reassuring conduct of candidates and party executive agents. The third and fourth stages, on the other hand, rely on the active participation of party loyalists and supporters. Furthermore, two practical methods can be employed to attract new voters: direct and indirect recruitment. In the direct recruitment, the party itself leverages relationship marketing principles to draw in a collective of voters. In contrast, the indirect recruitment is facilitated by party loyalists and supporters—mostly represented by previous voters—and their efforts to embark on fan-driven marketing and give recommendations to other voters.

Today's markets are no longer just arenas for product competition; they have become battlegrounds for commercial brands. Brands can forge strong emotional connections with customers by tapping into their emotions. Nostalgic brands, in particular, have the ability to evoke positive emotions in consumers by triggering fond memories, thereby offering organizations a sustainable competitive edge. This study sought to construct a model that outlines the factors influencing nostalgic branding. To achieve this, 112 articles published between 2000 and 2023 were reviewed, with 29 ultimately selected, leading to identification of 23 variables. To ensure quality, these variables underwent screening using the fuzzy Delphi method and were evaluated by 20 experts. Subsequently, 13 variables were deemed most crucial and were integrated into a conceptual model comprising 3 categories: individual, psychological, and product characteristics. Fuzzy DEMATEL techniques were then employed to gauge the influence and effectiveness of these variables. Furthermore, fuzzy network analysis was utilized to ascertain the weight and significance of the factors and variables. The findings from fuzzy DEMATEL revealed that "psychological characteristics" held the highest influence with a value of 0.951, while "individual characteristics" were the most affected with a value of -0.094. Additionally, according to the fuzzy network analysis, "personal characteristics" were deemed the most significant with a value of 0.439 and "brand preference" emerged as the most significant variable with a value of 0.159.

the current research was conducted with the aim of validating the model of digital competencies of managers in a mixed method. The research method of the qualitative part was thematic analysis based on the model of Clark and Brown (2006), and the data collection tool was a semi-structured and in-depth interview, which was analyzed by open and axial coding. The research community was the managers and experts of the qualitative department of the country's education assessment organization, and the data reached the saturation level with 15 of them. In the quantitative part, the confirmatory factor analysis method and Smart-Pls2 software were used, and the statistical population of the quantitative part included managers and supervisors working in the country's education assessment organization in the number of 250 people. Digital competences of managers with eight overarching themes including knowledge and awareness, individual characteristics, new approach to management, digital infrastructure of the organization, technological development, creative digital environment, strengthening technological human resources and updating the organizational system with 20 organizing themes and 93 components. It was identified in the form of basic themes. All the coefficients of the above model are in the acceptable range with a confidence level of 95%. The models of the research variables are in a good condition from the point of view of all three categories of fit index. As a result, according to the obtained results, it can be said that the model is approved.

The purpose of this study is to analyze the topic of digital marketing environment. The research method is applied in terms of purpose, and in terms of data collection, it is a qualitative research based on foundational data theory. Data were collected through the study of documentary sources and semi-structured interviews with 19 managers and experts active in the field of digital marketing, through targeted sampling and snowball using MAXQDA18 software. In the open coding stage, 242 preliminary codes were identified from the analysis of the interviews. In the second step, axial coding was done using the structures of the axial coding model around the investigated phenomenon. Based on the findings of the research, the concept of digital marketing environment was chosen as the central phenomenon. Causal conditions were placed in the form of four categories of innovation, optimal management, structural factors, convenience, and six main categories including business strategies, educational strategies, innovative strategies, planning and monitoring were selected as strategies. Intervening factors were identified in two categories: strengthening and weakening. Cultural factors, infrastructural factors, education, leadership style, strategies were determined as the background factors of the digital marketing environment. Finally, the consequences of the factors affecting the digital marketing environment were determined at three micro, medium and macro levels.

activities towards achieving business goals. Meanwhile, the components of entrepreneurial leadership in relation to open innovation still remain unknown. This study aims to address the components of entrepreneurial leadership in accordance with open innovation working behavior. Methodology/approach. The statistical population of the research consisted of 350 board members of knowledge-based cooperatives. According to the Krejcie and Morgan table, 250 of the board members were selected as a statistical sample. The exploratory factor analysis technique was used to analyze the components of entrepreneurial leadership. Findings and conclusions. The results showed that the development of interaction and the level of collaboration, drawing a vision and observing the future, paying attention to the limitations of open innovation, improving production and efficiency in the framework of market needs, coordination in the organization, and strengthening human resources, and ideation and team creativity are among the most important components of entrepreneurial leadership, respectively.Originality. Overall, this study can provide a deep insight to understand the appropriate strategies for managing open innovation working behavior in organizations.

Neuromarketing and its tools are an emerging and evolving field that bridges the gap between consumer behavior studies and neuroscience. These new technologies are used in the field of neuromarketing and neuroscience to observe the brain areas involved, for example, in seeing, hearing, or smelling the product. For example, functional magnetic resonance imaging (FMRI), electroencephalography (EEG), and event-related potentials (ERP) are used to identify the active points in the consumer's brain when they see, smell, or hear the product or service being tested. How these different techniques and tools work in neuromarketing has always been somewhat confusing to marketers. This study aims to examine the research articles published on the ScienceDirect website by identifying the current state of neuromarketing tools and electroencephalography (EEG) in neuromarketing to identify research gaps and provide recommendations for the application of this technique for experimental research for marketers. Using a two-stage bibliographic methodology, we show that although "neuromarketing" is the focus of research on the ScienceDirect website, there are not many empirical studies examining electroencephalography (EEG) and the combined use of this technology in consumer behavior. However, the use of this tool to screen messages and promotional materials has received the most attention. This study highlights the limitations of a systematic investigation of EEG issues in neuromarketing by examining FMRI, EEG, and ERP technologies. It also focuses on consumer behavior, particularly online shopping decision making, website design, and consumers' physiological responses to the brand. In addition, future studies are expected to be completed by combining EEG and neuromarketing technologies.

Marketing capabilities represent a firm's specific abilities in identifying target markets, strategies related to it, and establishing and maintaining relationships with loyal customers. Theoretical and empirical research on marketing capabilities generally supports a positive relationship between marketing capabilities and firm performance. There are many factors that can affect the firm's marketing capabilities. One of these factors is the board structure and its characteristics. As an instrument of corporate governance, the board of directors helps to improve its effectiveness and thereby improve the company's performance through its composition, internal organization and decision-making processes. This study uses the data of 12 selected companies active in the food industry in the period 2011-2020, to study the effect of board characteristics on marketing capabilities of companies. to estimate the model, the system generalized method of moments and dynamic data panel approach have been used. Based on the research results, the independence of the board of directors and the size of the board of directors had a positive and significant effect on the marketing capability of the studied companies. Because with the increase of the independence of the board of directors and the size of the company, the supervision of the activity of the board of directors and the company has increased and while improving the performance of the company, it has increased its marketing capability. The duality of the role of the CEO also has a negative and significant effect on the marketing capabilities of companies. Also, the effect of firm size, market value on book value of company assets and financial leverage on the marketing capability of companies are positive, positive and negative, but they are not significant. In addition, the age of the company and the rate of return on assets of the company have a positive and significant effect on the recovery ability of companies. In estimation models, the variable of environmental forgiveness (industry growth) has a positive and significant effect on the marketing capability of companies. But the effect of turbulence variable on the marketing capability of the company at a significant level of 5% has been negative and significant. the independence of the board of directors and the size of the board of directors have had a positive and significant impact on the marketing ability of the studied companies. This is similar to the findings of Sun et al. (2020), Arosa et al. (2013) and Nikbakht et al. (2010). Because the greater the number of non-executive members to the total number of board members, the monitoring of the activities of the board of directors and the company (including the company's marketing department) will increase, and therefore, with the increase in the number of non-executive board members, the performance of the company will improve and its marketing capability will also increase. In addition, companies with a large board of directors benefit from the diverse and specialized opinions and suggestions of members, and while having more non-commissioned directors in their composition, they have more time and ability to perform their supervisory and decision-making duties. The duality of the CEO's role also has a negative and significant impact on the marketing ability of companies. This finding confirms the study results of Arosa et al. (2013) and Sun et al. (2020). Because if the CEO is present in the composition of the board of directors, the possibility of monitoring the company's activity by the board of directors is reduced and this has a negative effect on the performance and marketing ability of companies.The age of the company also has a positive effect on the marketing ability of the companies and confirms the results of the study of Sun et al. (2020). In other words, compared to new companies, old companies have more marketing capabilities. Also, the effect of the rate of return on the company's assets on the company's marketing ability was positive. These findings confirm the results of the study by Sun et al. (2020) and Tavassooli and Nasrullah Nia (2019). In the estimated models, the variable of environmental forgiveness (industry growth) has a positive effect on the marketing ability of companies. Because with a high probability, along with the growth of the industry, the company also has a high and stable growth and this has a positive effect on its marketing, entrepreneurship and research and development expenses. This is different from the results of the study by Sun et al. (2020). The impact of the disturbance variable on the company's marketing ability was also negative because with the increase in the fluctuation of income in the company and the entire industry, the expenses spent on marketing, entrepreneurship and research and development of the companies will also fluctuate and will have a negative impact on the company's marketing capabilities.

In recent decades, architects have faced serious challenges in the field of housing renovation. They are looking for activities that, in addition to saving energy and less damage to the environment, can have positive effects on customers psychologically, in order to encourage them to buy, and provide a sense of peace from the building environment that has been renovated. Therefore, studying and understanding the relationship between human psychological dimensions and the intention to buy renovated houses becomes especially important. In this study, a general model explaining the effects of these factors on the decision to purchase renovated buildings has been devetoped.

In this research, a qualitative approach was used in the form of Grounded Theory. Data were collected through semi-structured interviews.

The findings indicate that four main components including perception, motivation, learning, and attitude are emitted from the main phenomenon (the effects of psychological (architectural) factors on the decision to purchase renovated buildings). It should be noted that the mentioned components explain the intention to buy renovated houses.

By modeling and explaining the relationship between the two categories of psychological components and purchase intention, this study provides a platform for construction companies to renovate and supply houses more effectively based on the preferences of the Iranian society.

Given the increased competition and turbulence in business environments, the proper management of human resources and employee growth is a significant challenge faced by organizations to achieve competitive advantage. The present study aimed to analyze the influential factors in human resource development (HRD) in state-owned enterprises (SOEs). This was an applied research in terms of objective and a mixed (qualitative-quantitative), exploratory study in terms of design. In the qualitative-quantitative section of the study, content analysis and descriptive-exploratory techniques were applied. Data were collected via semi-structured interviews and by using questionnaires in the qualitative and quantitative sections, respectively. The research population included human resource experts, managers, and experts in the field of human resource planning and SOE management. In total, 22 individuals were selected via purposeful sampling. In the qualitative section, data analysis was carried out using open, axial, and selective coding for the classification of the identified factors into four categories of organizational, occupational, behavioral, and empowerment factors. In addition, screening was performed using the Fuzzy Delphi method, and the correlations between the identified factors and sub-factors were determined using the Fuzzy DEMATEL method. According to the results, empowerment factors were the most significant determinants of HRD, which could be improved by considering the associated influential factors and prioritization of organizational factors. On the other hand, the factor weighting findings based on the fuzzy analytic network process indicated that among the identified factors and sub-factors of knowledge management, empowerment factors had the most significant impact on HRD.

Time is a key structural component of our lives and the world. It is therefore not surprising that consumers engage in their daily consumption choices and activities with multiple time orientations - past, present and future. In industrial procurement, information retrieval describes the action that a buyer takes to access all relevant information sources for a purchasing decision, often involving data from a variety of sources in which time plays a more effective role. Therefore, the purpose of this study is to evaluate the effect of time on consumer behavior with emphasis on industrial goods.

This research has used a combined approach to investigate the effects of time on consumer behavior. The research method is a one-way mix for collecting and analyzing quantitative and qualitative data in a study or a set of studies that is based on the priority and sequence of information. In this research, first the qualitative approach is then quantitative. To solve the research problem in the qualitative stage, the meta-combined approach has been used.

In this study, the seven-step method of Sandlowski and Barroso (2007) was used, which finally presented the effects of time on consumer behavior in three psychological, economic and social dimensions. Psychological dimension including 11 components, economic dimension 7 components and social dimension 6 components were identified. In this paper, the prioritization of the identified components of meta-combination with two approaches of Demetel and ANP is presented and 12 experts were used to determine the sub-criteria.

The results of the study can be a guide for marketers and marketing managers, and by considering the components identified in this study, they can take a big step in advancing their goals and pave the way for achieving the goals.

The purpose of this study is to define the combination of entrepreneurial dimensions, entrepreneurial activism, identifying opportunities and strategies that lead to improving brand performance in SMEs.

This applied research was conducted based on the quantitative approach. Dimensions and indicators of the study have been identified by experts and specialists in marketing and human resources and a research questionnaire has been designed. The statistical population of the study included human resource managers of SMEs. Sample (400 people) was selected using cluster sampling method. Combination of Defined Factors Fuzzy qualitative comparative analysis (fsQCA) was performed.

The results of the analysis show that all conditions (risk-taking, innovation, proactiveness, innovative approaches and capabilities, opportunity identification and strategy) belong to at least one combination (solution) that leads to an increase in the company's brand performance.

This study shows the compounds that lead to improved brand performance in SMEs. It also contributes to innovation research by showing a combination of factors in which innovation can positively or negatively affect firm performance. Another important contribution of this study is related to SMEs. The combination of factors that can lead to the success of SMEs has been identified in this study.

By increasing competition and expanding the development of human resources development strategies, the Ministry of Cooperation, Labour, and Social Welfare experts are working to maintain talented employees and raise entrepreneurial spirit among their employees to achieve the best performance in the implementation of justice as one of the basic human needs. This study aimed to investigate the strategic role of the seven organizational justice aspects in enhancing entrepreneurial expertise. The method of implementing the present study is a descriptive - survey using a questionnaire. The research population consists of managers and experts of the ministry of cooperation, work, and social welfare as a number of 600. In this study, the sample size of managers and experts was measured by the Cochran formula and the number of 234 people were selected. Reliability and validity of tools were investigated using Cronbach's alpha coefficient, composite reliability, and confirmatory factor analysis, which had the reliability and validity required for instruments. Findings showed that the procedural, interactive, distributive, informational, linguistic, emotional, and observational dimensions of organizational justice enjoy a significant effect on promoting entrepreneurial skills (technical, managerial, innovative, and personal maturity) of human resources. The results suggest that entrepreneurship education is increasingly important in shaping society in emerging economies by empowering people to advance in their careers and lives.

The primary aimof this study is to design a model for factors affecting the digital marketing environment in global markets.

An exploratory mixed-methods research approach was employed. The qualitative part of the study is based on grounded theory. Data collection was conducted through semi-structured interviews with 19 managers and experts in digital marketing, selected using purposive and snowball sampling methods. Data analysis followed grounded theory procedures, and data were collected using MAXQDA18 software. For testing the model, research hypotheses were formulated, and a questionnaire was designed. Data were collected from 205 managers of companies active in digital marketing. Data analysis and hypothesis testing were conducted using confirmatory factor analysis and path analysis methods, employing SPSS and AMOSsoftware.

A total of 242 codes and components of the model for factors affecting the digital marketing environment, comprising 41 key concepts and 20 main categories, were identified from the interviews and organized into a conceptual model based on grounded theory. The initial model was then revised and validated by experts.The quantitative phase results indicated that the path analysis model and the relationships within the model were confirmed with appropriate impact coefficients, consistent with the qualitative part.

The paradigmatic model suggests that the primary phenomenon of the digital marketing environment is influenced by two categories: internal factors and external factors, which in turn determine the strategies of the digital marketing environment. It is crucial to recognize that this influence is not pure and occurs with the intervention of other internal and external factors. Several strategies emerged from the insights of key informants, taking into account their experiences and perceptions of the digital marketing environment in global markets. These included four main categories: business strategies, educational strategies, innovative strategies, and performance evaluation.

The purpose of this study is to investigate the requirements for creating learning organization and its relationship with internal marketing in Semnan Regional Electric Company. The study in terms of the type is applied and in terms of the method, descriptive-survey. In addition, this research is based on the nature of correlational. The statistical population of the study consisted of managers and official, permanent and contract employees of Semnan Regional Electric Company with 150 people and the sample was 108 persons are that were selected by random sampling method. The data gathering tool was a questionnaire which its validity using content and face validity and reliability using Cronbach's alpha coefficient has been reviewed and approved. The results of data analysis using T-test student showed that the requirements for creating learning organization, internal marketing and their components in Semnan Regional Electric Company are above average and are in a relatively favorable situation. In addition, the results of Pearson correlation tests and structural equation modeling (SEM) technique indicate that there is a positive and significant relationship between the requirements for creating learning organization and internal marketing. In fact, the requirements for creating learning organization have a positive and significant effect on internal marketing.

The outbreak of COVID-19 has had a devastating effect on global health systems with a ripple effect on all aspects of human life, and the outbreak of this disease began as an acute global emergency on January 30, 2020. Different governments have implemented various strategies such as border closures, travel restrictions, and quarantines even in the countries that make up the world's largest economies, raising fears of an impending economic crisis and economic stagnation. Its pandemic had a significant impact on world economic growth, and estimates so far show that the virus could reduce global economic growth if current conditions continue and increase the risk of global economic recession by approximately 2% per month, similar to what will happen during the Great Depression of the 1930s. Therefore, it is important to identify the appropriate solutions for the market to be active and the economy wheel to move, so that these solutions can play an effective role in dealing with the spread of the coronavirus and increasing the public health of society while increasing the economic cycle. The present age is the age of communication and information. In this era, the use of the Internet is expanding and it forms an important part of people's lives. Nowadays, people use the Internet and virtual space for shopping, collecting information, having conversations, and many other activities. Meanwhile, social media are the most popular parts of virtual space for public use. Social media are a group of Internet-based tools that are based on the ideological foundation and web technology and allow users to create content and exchange it. Unlike traditional media that send a one-way message to customers, social media is an ideal tool for continuous and two-way conversations with customers. Social media marketing forces organizations to use social media applications to complement traditional business methods and offers them a new way of relational evaluation. Give It seems that due to the ambiguities and limitations in the field of social media marketing, medical equipment sellers do not take much advantage of this marketing tool in the conditions of the corona disease. At the same time, all the market players need to use new methods of income generation to face threats such as many consumers and buyers not visiting in person due to the fear of corona disease. In addition, despite conducting numerous types of research in the field of social media abroad, this important field of science in the market of medical equipment has been less investigated in the current conditions of the market and especially its corona conditions. . It seems that considering the internet penetration rate of 82.12% in Iran, it is necessary to investigate and solve the issue of social media marketing in the purchase of medical equipment in the conditions of corona disease, considering the existing foundations of the society; Based on this, this research aims to clarify the role of social media marketing in the purchase of medical equipment in the conditions of the corona disease with the foundation's data theorizing approach. With this method, the researcher intends to produce a theory that has a deep connection with the data. As a result of this research, with the aim of identifying, categorizing, and designing the development model of social media marketing in the purchase of medical equipment in the conditions of corona disease, with the approach of data theorizing, the foundation, with an emphasis on qualitative and quantitative evaluation, developed the development model of social media marketing in the purchase of equipment. Medicine deals with the corona disease, which is a basic and absolutely necessary field to deal with the field of social media marketing in the current market conditions. Therefore, the researcher seeks to design the development model of social media marketing in the purchase of medical equipment in the conditions of corona disease in order to improve the general health of the people of the society with two qualitative and quantitative approaches and to answer this question: the qualitative paradigm model of social media marketing in How is the purchase of medical equipment in the conditions of corona disease to improve the public health of the society?

The statistical population of this qualitative study included all academic experts and experts in the field of marketing, most of whom were members of the faculty of universities in the country, as well as experienced people in the field of marketing, especially the marketing of medical products and equipment. The statistical sample size was 25 people until reaching theoretical saturation through semi-structured Delphi interviews.

The results showed that the categories were identified in the form of 41 categories, 136 conceptual codes and 256 items (measures) and in the heart of the 6 structures of the paradigm model in the form of causal conditions (8 categories, 49 items, and 28 concepts), the main phenomenon and central: social media marketing in the purchase of medical equipment, (3 categories, 40 items, and 13 concepts), strategies (5 categories, 46 items, and 19 concepts), background conditions (8 categories, 49 items, and 32 concepts), conditions Intervenor or mediator (8 categories, 37 items, and 29 concepts), and consequences (4 categories, 35 items, and 15 concepts) were placed.

In general, it can be said that paying attention to the qualitative model of the development model of social media marketing in the purchase of medical equipment in viral crisis conditions can be a fundamental and necessary basis for dealing with the field of social media marketing in viral crisis conditions. Be in the market the use of social media has become a big social phenomenon as group applications, online tools, and technologies that encourage and enable participation, dialogue, free-thinking, creation, and socialization in a group of users. . Social media have several features in common. One of the most important features is that most of these sites rely heavily on user-generated content, where it is the users who largely determine the product offered by the company. Do The large customer base has made social media very popular not only among users but also among companies that use social media as a marketing communication medium. Marketing programs based on social media are usually focused on creating content that can attract the attention of users of social sites and encourage them to share the desired content on social media. In this way, the message of the desired company/person/organization is transferred from one user to another in the form of a chain.

Brand orientation name indicates the degree of concentration of the marketing strategy and activities of a company on the brand name. This study examines and identifies the effective components on improving brand performance, with emphasis on the role of strategic management of human resources and entrepreneurial orientation in small and medium-sized companies. First of all, the components of research in improving brand performance, strategic management of human resources and entrepreneurial orientation were identified through literature and Semi-structured interviews with 9 marketing experts and university professors who were selected by snowball method. Interviews were coded with three methods of open, axial and selective coding, and finally, 21 components were identified. The Interpretive structural method was used to create a relationship between the components of the research. In the end, the final output of ISM was used as the input of Fuzzy MICMAC analysis to identify the position of research components.  The final reachability matrix results of ISM was made in seven levels, and the main variables were the size of company, open innovation, entrepreneurship and knowledge. Improving brand performance in small and medium companies is an unstable system based on MICMAC analysis.

Along with the expansion of environmental challenges, the demand for green products has increased significantly, and the companies that produce these products need a deeper understanding of green marketing components. Based on this, the current study seeks to identify and analyze green marketing components in dairy industries.

The current study identified the components of green marketing using the inductive content analysis approach. Data were collected using semi-structured interviews. The participants included experts in the field of food industry and dairy industry owners. They were selected using purposeful sampling.

The findings indicate that green marketing consists of 11 components and 51 sub-components (sub-categories). These components include green marketing strategy, corporate social responsibility, green product, green production, environmental laws and standards, consumers' intention to purchase dairy products, green marketing orientation, green promotion, green distribution, green price, and green innovation and change management.

Despite the importance of environmental challenges and the tendency of consumers to buy green products, previous studies have mainly focused on analyzing the intention and behavior of consumers of green products, and so far, a comprehensive analysis of green marketing components in the country's food industry has not been carried out. Based on this, the current research is an attempt to fill this research gap and provide a useful framework for green marketing in this industry.

The aim of this study is providing a developed model for SMEs' in open innovation activities. In this regard, an appropriate model was defined by studying the literature. Then, after selecting a sample of 60 small and medium enterprises the data were collected by a questionnaire and were analyzed with the Smart PLS software. In the third stage, the relative importance of factors was tested from the perspective of 10 experts in the field of open innovation along with experienced managers of the small and medium enterprises with more than 15 years of work experience with the help of ANP and PROMETHEE methods. The results showed that these factors include the parameters: Product Characteristics, Inter-organizational Factors, and Environmental Factors. In addition, the most important factors include Product Characteristics. Finally, several implications were made such as changing the degree of SMEs' participation in open innovation activities over time according to continuous monitoring of these moderators.

The purpose of this study is to provide a model for improving the e-banking customer experience using digital marketing tools. This research has been done with the approach to enriching the value of digital banking during the outbreak of infectious diseases. The paradigm of the present study is interpretive and the implementation approach is qualitative; In this regard, the case study method has been used. This research is descriptive-exploratory in terms of purpose and in terms of time, it is in the field of cross-sectional studies. The qualitative methodology of grounded theory analysis by Strauss and Corbin (2007) was used to answer the research question. This research has been done inductively and based on a survey procedure. The experts  were the managers of reputable Iranian banks. Based on systematic sampling, 14 people were selected. The research tool was a semi-structured interview with questions related to the purpose of the research. Interviews were analyzed using AtlasTi version 10 software. Based on the designed model, 6 categories for causal factors (appropriate decision making, time management, digitization effects, cost management, business trends, and relationship management), 2 categories for contextual conditions (digital tools and digital economy), 2 categories for intervening conditions (individual and environmental factors), 3 categories for strategy (creativity, culture development, and digital context), 3 categories for outcomes (banking industry prosperity, customer satisfaction, and economic productivity) were identified.