zahra sadeqi-arani

This main aim of this research was investigate the effect of gamification on customer brand co-creation behavior regarding the mediating role of consumer engagement and the moderating role of consumer hedonic and innovativeness. The study focused on the customer base of Snapp and TAPSI brands within the city of Isfahan. Given the challenges in determining the exact number of customers and their statistical data, a convenience sampling approach was adopted, resulting in a sample size of 306 individuals. The extensive nature of the target population, combined with restricted access to the entire community, necessitated the use of this accessible sampling method. To collect data, standard and researcher-made questionnaires were used. Data analysis with SmartPLS software shows the positive and significant effect of gamification on customer brand co-creation behavior, partial mediating role of consumer engagement variable, positive moderating effect of hedonic and innovativeness, and finally confirming the moderated mediation. Findings indicate that both Snapp and TAPSI's applications incorporate elements of gamification, such as game mechanics and dynamics. Given the significant role of gamification in enhancing brand value co-creation, it's recommended to conduct a detailed analysis of how each gamification component—dynamics and mechanics—is utilized within these platforms to identify areas for improvement. Furthermore, acknowledging the influence of consumer personality traits, like hedonic and innovativeness, as moderating factors, can offer valuable insights. This understanding could guide the developers of ride-hailing applications in tailoring and evolving their platforms through the strategic use of various gamification elements, tailored to customers segmented by these personality traits.

Coopetition is a strategic approach that can address existing shortages in resources and expertise within the healthcare supply chain. Its implementation requires competent managers. The competencies of managers for coopetition have not been previously examined, and this research aims to identify these competencies to fill this research research gap. In order to answer the research question, a qualitative method with an exploratory approach of thematic analysis has been used. In order to collect data, semi-structured interviews were used. The statistical population of the research is the health supply chain experts of Kashan, Aran and Bidgol cities. After thematic analysis , 67 competencies were identified and grouped into 15 categories: "knowledge and innovation competency," "conflict resolution competency," "time management," "visionary and foresight competency," "cognitive pattern competency," "cultural competency," "perceptual competency," "problem-solving and decision-making competency," "team-building and teamwork competency," "leadership competency," "security competency," "personal competencies," "interactive competency," "supervisory competency," and "legal competency". Based on these findings, it is recommended to recruit managers based on the competencies identified in this research and to conduct training programs to strengthen these competencies.

The emergence of the Internet of Behaviors (IoB) has created new opportunities for influencing and guiding human decisionmaking. IoB refers to the collection, analysis, and application ofdata generated by individuals’ online activities, behaviors, and interactions. This concept integrates data from various sources, including social media, wearable devices, smartphones, andother digital platforms, to gain insights into human behavior patterns. This technology can profoundly affect various areas of our lives, such as healthcare, education, and transportation. Thispaper explores the transformative potential of IoB in educational businesses, where it enables personalized learning, real-time feedback, and improved student retention. By analyzing data onstudent engagement and performance, IoB supports differentiated instruction, enhances collaborative learning, and drives datadriven curriculum development. Additionally, IoB contributes to students’ health and safety through wearable technology and promotes smart, resource-efficient classrooms. However, the implementation of IoB in education poses significant challenges, including privacy concerns, technical complexities, and access disparities. The paper identifies key areas for future research, such as the integration of IoB with traditional pedagogical approaches, equitable access to IoB technologies, and development of ethical standards to safeguard student privacy. This commentary underscores IoB’s potential to revolutionize education while emphasizing the need for careful consideration of its challenges to ensure broad and equitable benefits.

The healthcare supply chain in Iran needs coopetition to compensate for its shortcomings and optimize resource allocation. coopetition refers to the collaboration of competitors, which can bring numerous benefits to Iran's healthcare system. Given the significance of this topic, it is essential to conduct a thorough analysis of coopetition and identify its possible futures. In this study, utilizing a thematic analysis and layered causal analysis approach, scenarios of coopetition within the healthcare supply chain were identified. The statistical population of the research comprises experts in Iran's healthcare supply chain. Data collection was conducted through fieldwork, using semi-structured interviews as the tool. The findings revealed 51 codes categorized into four levels: latent, systematic causes, discourse, and metaphor. Based on two major drivers—"coopetition management" and "economic conditions"—four scenarios were identified: pioneers, traditional competitors, allies, and the losers. Among these scenarios, the pioneers scenario, characterized by favorable economic conditions and effective coopetition management, is the most desirable. Following this is the allies scenario, where coopetition management is in a favorable state as well. Based on the research findings, recommendations were provided at three levels: optimal selection for managers, drafting competition contracts, and in-service training for the managers of the healthcare supply chain.

Technological advances have been central to the development of societies in this century. Various countries have increasingly embraced technological innovations to enhance life experiences in different dimensions. However, consumers' widespread adoption of these technologies is crucial for their ongoing success and further expansion. This research explores the Unified Theory of Acceptance and Use of Technology (UTAUT) of augmented reality technology, considering the moderating role of consumer inertia in the advancement and promotion of sports.

This research, designed in an applied-descriptive manner, utilized the non-random sampling method, and the data collected through online questionnaires were analyzed using the structural equation modeling method. Although the concept of consumer inertia is not initially incorporated into the framework of the technology acceptance model, evidence suggests that this factor plays a significant role as a key predictor of resistance to adopting new products. This resistance can be more critical than other predictive factors, such as expected performance, required effort, social influences, and facilitating conditions.

This research has revealed that gaining a deeper understanding of these critical factors and establishing the necessary infrastructure to support them will significantly increase the likelihood of success and the potential benefits of augmented reality technology in sports.

Originality: 

This research innovatively incorporates consumer inertia into the Unified Theory of Acceptance and Use of Technology framework for augmented reality technology in sports. By highlighting the significance of consumer inertia as a critical predictor of resistance to new products, it addresses potential barriers to adoption. The findings provide valuable insights for researchers and practitioners to enhance technology acceptance in the sports industry.

Given the uncertainties and shortages in the healthcare supply chain, organizations involved in this chain have increasingly adopted coopetition strategies. However, some coopetition efforts have failed, often due to neglecting essential criteria for selecting partners. As no prior research has comprehensively addressed the factors influencing partner selection for coopetition, this study was conducted to identify and model these factors, aiming to determine the most fundamental ones. In the first phase of the study, using thematic analysis, 38 factors influencing partner selection were identified and categorized into 15 groups: "complementary services and resources", "accurate and experienced human resources", "adherence to ethical principles", "providing accurate, prompt, and high-quality services", "acceptance of changes and innovation", "brand reputation", "presence in the private sector", "strategic alignment with our organization", "geographical proximity", "appropriate human resource management", "having sufficient working capital to manage changes", "information sharing", "similar organizational culture", "organizational discipline and coherence", and "service capacity." In the second phase, the factors were modeled using the fuzzy total interpretive structural modeling method. The results showed that "presence in the private sector" and "geographical proximity" are the most fundamental factors influencing other factors. In the next level, "accurate and experienced human resources", "adherence to ethical principles", and "having sufficient working capital to manage changes" were identified. Based on the identified criteria, organizations are advised to prioritize these factors in selecting coopetition partners. Additionally, organizations should strive to enhance these attributes internally to become more attractive partners. To this end, recommendations include reducing administrative bureaucracy, strengthening organizational culture, improving information infrastructure, and enhancing human resource management.

Coopetition strategy, which means simultaneous cooperation and competition between competitors, is one of the most efficient strategies to overcome limitations in resources and expertise. Despite these advantages, there are several disadvantages in this strategy that should be identified. According to the existing research gap, in this research, coopetition disadvantages in the health supply chain were identified and ranked.

The research approach was a mixed research method. In the qualitative phas, semi-structured interviews and thematic analysis method were used to identify the disadvantages. In the quantitative phas, the ordinal priority approach was used to rank the disadvantages. The statistical population was the health supply chain experts of Kashan, Aran and Bidgol cities.

The results show 13 disadvantages under the title of loss of independence in decision-making, loss of opportunity to cooperate with others, increasing transaction cost, severe conflicts and patient delays, danger of losing control over resources, asymmetric access to resources, unethical partner behavior, profit disproportion, distortion of brand image due to conflict with competitors, information leakage, prioritizing your patients, risk of sending patients to others treatment places and fluctuations in positions and government decisions. According to ordinal priority approach, the most important disadvantage was identified as severe conflicts and delaying of patients.

Originality/Value: 

The findings of this research identify and rank 13 significant disadvantages of the coopetition strategy in the healthcare sector, whereas the literature only references 7 of these. The identification and ranking of these disadvantages constitute the theoretical contribution of this study. Examining the competitor's cultural fit, setting professional contracts, meritocracy in managers and setting the monitoring and control process are the most basic strategies for dealing with disadvantages.

The current research was conducted with the aim of identifying, modeling and analyzing the scenario of coopetition acceptance factors in the health sector. For this purpose, in the first step of the research by using semi-structured interviews with experts in the health sector, 44 acceptance factors for coopetition were identified. Following this stage, the factors were categorized in 13 categories: "stakeholder engagement", "management attitude", "organizational factors", "Previous experiences in coopetition", "Society culture", "cognitive skills", "manpower characteristics", "management ability", "complementarity", "special conditions", "organizational culture", "legal conditions", and "perceived benefits". In the second and third stages, in order to identify key factors, scenario analysis was conducted. The results of the cognitive mapping show that "stakeholder engagement" is the dependent variable, "previous experiences in coopetition", "society culture", and "special conditions" are driving variables and other common variables. The "stakeholder engagement", "managerial attitude", and "legal conditions", have highest degree of influence from other factors, and the "management ability", "managerial attitude", and “perceived benefits", have the highest degree of greatest influence on others factors. Also, the "managerial attitude", "managerial ability" and "stakeholder engagement" have the highest degree of centrality. The path analysis results highlight the significance of "managerial attitude" and "managerial ability" in backward scenarios, as well as "organizational factors" and "perceptual skills" in forward scenarios. The findings suggest the need to attract capable managers, boost the self-confidence and flexibility of human resources, and foster associations among competitors.

Ripple effect has many destructive effects on supply chains because if it occurs, it can involve a large number of layers of the supply chain. After the ripple effect occurs, issues in the supply chain can act as its intensifiers. This issue has not been investigated in previous studies, so this study has identified and modeled them in the Iranian machine-made carpet supply chain. The statistical population of this study is machine-made carpet supply chain experts. The data collection tool in the first stage is a semi-structured interview and in the second stage is a researcher-made questionnaire. The data analysis method in the first stage is content analysis and in the second stage is interpretive structural modeling. The results indicate 40 intensifiers that were grouped into 12 categories, which are: "weakness in planning and foresight", "structural intensifiers", "upstream intensifiers", "weakness in supply", "purity", "operational intensifiers", "technological intensifiers", "weakness in market orientation", "structural weakness of the chain", "chain culture", "human resource intensifiers" and "knowledge intensifier". After identifying these factors, an interpretative structural model was presented. The structural model indicates the great importance of "upstream intensifiers", "structural intensifiers" and "weakness in planning and foresight". Developing different scenarios, creating rapid response teams, creating market monitoring systems and simplifying processes and regulations are among the solutions to deal with intensifiers.

The Internet of Behavior (IoB) represents an evolution of the Internet of Things (IoT), utilizing behavioral data to enhance decision-making and service delivery. By integrating technology, data analytics, and behavioral science, IoB provides a robust framework for predicting and influencing human behavior. This technology is particularly transformative in the healthcare sector, where it leverages data from wearable devices and other digital tools to offer comprehensive insights into patients' physical and behavioral health. Such data facilitates accurate diagnoses, preventive care, and personalized treatment plans, especially for individuals with chronic conditions or the elderly. Despite its potential, the implementation of IoB in healthcare presents significant ethical challenges. These include concerns about privacy, data security, transparency, behavioral manipulation, equity in access, and the psychological and social consequences of continuous monitoring. Addressing these ethical issues proactively is essential to maximizing the benefits of IoB while mitigating its risks. It is imperative that the deployment of IoB technologies in healthcare does not compromise patients' dignity or lead to a perceived loss of independence, control, and privacy. Additionally, reliance on algorithms for IoB data analysis should not diminish human oversight in healthcare decision-making. To address these concerns, healthcare organizations must establish ethical protocols, including stringent security measures, informed consent procedures, and robust data protection strategies. Ensuring the secure and responsible use of patient data is critical to maintaining trust in IoB systems. Future research should prioritize the exploration of these ethical challenges, particularly focusing on the psychological and social impacts of continuous monitoring.

Context: 

Many countries are leveraging new technologies to enhance the educational experience of the younger generation. The acceptance of these technologies by learners is crucial for the success and advancement of educational institutions. Innovations like virtual reality can enhance the quality of education and facilitate more interactive learning environments. Understanding the factors that influence the acceptance of these technologies and creating conducive conditions for their effective utilization are imperative.

The purpose of this article is to explore the factors that influence the willingness to use virtual reality technology in education and the moderating role of learners' innovativeness in this process.

The current research is of an applied-descriptive type, and an available sampling method was used. The research model was examined through an online questionnaire, and data analysis and hypothesis testing were conducted using structural equation modeling with WarpPLS version 3 software.

Despite novelty not being included in the integrated theory model of technology acceptance and use, its impact as a vital predictor for new product acceptance was observed on expected performance, expected effort, social influence, facilitating conditions, and attitude towards use.

As a result, the current research indicates that virtual reality technology, as an effective innovation in education, can enhance deeper and more effective learning by fostering interactive and immersive educational environments. Despite certain drawbacks such as high costs and diminishing interpersonal interactions, virtual reality can provide significant value in enhancing the quality of education, fostering collaborative learning, and offering universal access to educational resources. This study proposes that by establishing suitable infrastructure and cultivating positive expectations through training and technical support, the productivity and effectiveness of this technology in the realm of education can be enhanced.

In today’s world, supply chains must adopt new and intelligent technologies to achieve objectives such as enhancing productivity and performance, competitiveness, and overcoming challenges. The Internet of Things (IoT), as an emerging and transformative technology, is considered one of the most significant technology areas today and has garnered considerable attention across various industries. However, the implementation of IoT at the supply chain (SC) level faces numerous challenges and obstacles, and its acceptance at this level requires specific drivers. To date, no specific classification has been provided for drivers at the SC level, and existing classifications for challenges also need to be reviewed and updated. Given the importance of IoT in SC management, a systematic review at this level is necessary. This article provides a systematic literature review to identify and classify the challenges and drivers of IoT at the SC level. The study reviewed articles published from 2004 to 2023, ultimately identifying and categorizing 92 challenges into 16 categories: financial, standards and government regulations, privacy and security, energy consumption, health issues, hardware and software issues, culture in the SC, lack of knowledge and awareness, poor IT management, coordination in the SC, perception, the Challenge of uncertainty, lack of Plan and Strategy, incompatibility with existing technology, supply Problems, and user acceptance and trust in technology. Additionally, the study identified 4 antecedent drivers (pressures, understanding the benefits, government regulations, government incentives) and 10 consequent drivers (production benefits, improving competitive advantage, inventory management, cost management, improving transparency, efficiency of information flow, development of responsiveness and agility, sustainable development, facilitation of management, and development of cooperation and coordination). Finally, a model for implementing IoT technology in the SC is presented. This model synthesizes the findings from the literature review and offers a practical roadmap for organizations seeking to leverage IoT in their supply chains. By addressing the identified challenges and utilizing the drivers, organizations can effectively integrate IoT technology, thereby enhancing the efficiency, transparency, and overall performance of their SC operations.

in recent years, augmented reality technology has gained attention as an innovative technology in various fields, including education. This technology can help improve learning and teaching, reduce costs, and increase students' motivation to learn. The current research aims to develop an optimal model by combining the Technology Readiness Index 2.0 (TRI 2.0) and the unified theory of acceptance and use of technology (UTAUT) models to investigate the acceptance of augmented reality technology in sports science education. This research is applied-descriptive. The statistical population of this study included all physical education teachers in Kashan City during the academic year 2022-2023. A non-probability sampling method was used. The research model was examined through an online questionnaire, and data analysis as well as hypothesis testing were conducted using structural equation modeling. The results of the present study demonstrate that the combined model of TRI 2.0 and UTAUT accurately predicts the adoption of augmented reality technology in sports science education. In this model, optimism and innovation were identified as motivating and attractive factors driving user engagement with augmented reality technology. Additionally, expected performance, expected effort, and facilitating conditions were identified as factors that facilitate the adoption of augmented reality technology in sports science education. The results of this research demonstrate that increasing the acceptance of augmented reality technology in sports science education requires attention to the psychological and socialfactors influencing technology acceptance. Specifically, efforts should be made to foster user optimism towards augmented reality technology and perceive it as an innovative and engaging technology. Furthermore, providing convenient and conducive conditions for users to easily utilize augmented reality technology should be prioritized.

Along with recent advances in technology, a significant change has taken place in all industries, including banking industry, causing banks to move towards digital and open banking (Misra, 2019). In open banking, users can access their financial data through diverse ways, including internet banking, mobile banking and are no longer required to go to banks to do their banking (Carriere-Swallow, Haksar, & Patnam, 2021). Open banking challenges the existing data ownership methods and returns the control of financial data to consumers (Chan, 2020). In general, open banking can solve the challenges of data ownership for controlling customers’ financial information (Laplante, & Kshetri, 2021; Sivathanu, 2019) and help overcome financial problems (Arner, Barberis, & Buckley, 2015; Schueffel, 2016). Despite the benefits of open banking, studies have shown that, despite the long queues of customers in some branches of Tejarat Bank in Kashan (Iran), customers still prefer traditional/face-to-face banking and do not approve of open banking. According to the technology acceptance model (Davis, 1989), perceived ease, usefulness, and people’s attitudes are the main factors affecting people’s view towards new technologies. Studies have shown that other factors may also influence the intention to accept technology: perceived risk, previous consumption experience, uncertainty avoidance, and consumer inertia. Accordingly, the present study aims to develop a technology acceptance model (TAM) in the field of open banking.

This study is positivistic in terms of research philosophy. The research strategy is correlational since cause-and-effect relationships between the variables are examined in the research model. The research type is quantitative as the collected data are examined through statistical computing software. The target population of this study is the customers of Tejarat Bank branches in Kashan (Iran). G-Power software was used to determine the sample size; the suggested number of the software was 47 people. Also, to estimate the sample size, the rule of minimum 5 times and maximum 20 times of the maximum number of questions of a variable was used. Since the largest number of questions related to the variables of previous consumption experience and consumer inertia was 9 questions, the minimum and maximum sample size were determined as 45. A total of 251 questionnaires were distributed among the target samples. A questionnaire was used to collect the data. To check the validity of the measurement instrument, content validity was used for determining the appropriateness of the content of the questionnaire items. Additionally, to confirm its formal validity, the questionnaire items were extracted from previous relevant literature; duplicate items were removed; similar items were merged; and additional items were reduced. Experts confirmed the validity of the questionnaire. The questionnaire included 8 variables: the ease of use, perceived usefulness, attitudes towards use, consumer inertia, uncertainty avoidance, perceived risk, previous consumption experience, and intention to use open banking. Each dimension was investigated by a specific number of components through a researcher-made questionnaire.In order to ensure the reliability of the questionnaire, Cronbach’s alpha method was used. The α coefficients were between 0.921 and 0.970 for the 8 variables, which indicated the reliability of the questionnaire. One-sample t test was run in SPSS examine the relationships between the studied variables. Due to non-normality of the data, the structural equation modelling was performed in Smart PLS software for checking the model fit and for analyzing the data.

The results of testing the proposed research model are shown in Figure 1.Figure 1: Significant relationships based on Smart-PLS results As shown in Figure 1, the amount of factor loading in all the questions related to the variables is higher than 0.7; thus, the reliability of the research model can be confirmed. The numerical explanation coefficient is between zero and one, and if this number is more than 0.6, it indicates that the independent variable has been able to explain the dependent variable to a large extent. The coefficient of explanation in intention to use is 0.953, which is very high. It shows that this variable is explained by other independent variables in the study. For the amount of the explanatory coefficient in the attitudes to use variable, this number is higher than 0.6, which indicates that the independent variable of attitude can explain this variable to a large extent.shows the results of testing all the research hypotheses. As shown in this table, the mediating role of attitude in the relationship between perceived risk and intention to use as well as in the association between perceived ease and intention to use is rejected. In other relations of attitude mediation, due to the non-rejection of the direct and indirect influences of variables, attitude has a partial mediating role. Moreover, the perceived usefulness has a partial mediating role due to the direct and indirect effect of the perceived ease on the attitude to use.

The results showed that, among all the research hypotheses, only two hypotheses which were related to the effect of perceived risk on the attitude to use and the effect of perceived ease on the attitude to use were not confirmed. Additionally, consumer inertia, perceived risk, and uncertainty avoidance had a negative effect on the intention to use open banking while perceived usefulness, perceived ease, and previous consumption experience had a positive effect on the intention to accept open banking. To reduce the risks perceived by the customers of Tejarat Bank, the following suggestions are provided:Creating an option in the software to return the transactions done with a limited time condition
Reducing the obligations of software users during the registration of bank customers Offering substantial support to customers with respect to the lost information and their capital To reduce the consumer inertia of Tejarat Bank customers, the following suggestions are provided:Guiding and encouraging bank customers by bank employees in order to help people use open banking services Comparing traditional banking with open banking and explaining the positive effects of the latter for the customers

Coopetition strategy(cooperation-competition)is a popular strategic approach in the healthcare.Despite the acceptance of this approach,organizations have faced difficulties in implementing it to benefit from all its advantages.Therefore,the current research was conducted with the aim of identifying the key success factors of the cooperation-competition strategy in the healthcare and analyzing the scenario of these factors.This research is a mixed (qualitative-quantitative)research.In the first stage(qualitative)based on semi-structured interviews and thematic analysis,the key success factors were identified and in the second stage(quantitative),fuzzy cognitive map and scenario analysis was used to rank these factors.As a result of the first stage,74key factors of success were identified and categorized to15categories:"human resource management","skills to detect and resolve inconsistencies","training of managers","management of relations between organizations","degree of dependence and similarity".,"Information management","Smart monitoring and evaluation","Smart service","Appropriate culture creation","Positive manager","Multiple sources","Work environment design","Team work","contracts Management"and,"benchmarking".Based on the output of the fuzzy-cognitive-map,"Training of managers"and"contracts Management "are the driver and"Smart service"is the receiver.Other key success factors are typical.The highest degrees of dependence are "inter-organizational relationship management"and"intelligent monitoring and evaluation"."benchmarking"and"skill to detect and resolve inconsistencies"have the highest degree of effectiveness,and"management of relations between organizations"and"skill to detect and resolve inconsistencies"have the highest degree of centrality.The overlap of the backward scenarios indicates the special position of"smart monitoring and evaluation","contract management"and"proper culture building".Also,the overlap of future scenarios shows the importance of"benchmarking"and"training managers". Based on the findings,the development of information infrastructure,benchmarking,regulation of contracts based on the coverage of challenges and management training are recommended for the development of cooperation-competition strategy in health care sector.

In the current digital landscape, organizations are increasingly leveraging innovative strategies in online advertising to capture consumer attention and foster brand loyalty. Among these strategies is gamification, which involves incorporating game design elements into non-game contexts to enhance user engagement and motivation. Gamification has proven to be a powerful tool in digital marketing, particularly on social media platforms, where user interaction is pivotal to success. By embedding game-like elements into advertisements, businesses can attract attention, heighten engagement, enrich user experiences, and ultimately improve retention rates, fostering greater brand loyalty. A notable example of this approach can be found in the online transportation sector, specifically with TAPSI, a ride-hailing service. TAPSI has employed various gamification mechanics and dynamics within its app and on Instagram, aiming to attract and engage users more effectively. However, a key challenge lies in aligning TAPSI’s gamification strategies with established principles and addressing the gap between the company’s implementation of gamification elements and customer perceptions of their presence. This research examines the role of gamification in the social media advertising content of the online car service industry, focusing on TAPSI’s application of gamification and the perceptual gap between the company's intentions and customer experiences.

This study utilized a mixed-methods approach, conducted in two phases. The first phase involved qualitative content analysis to assess the presence or absence of gamification mechanics and dynamics in TAPSI’s app and Instagram content. The corpus for this analysis comprised all advertisements posted by TAPSI on its Instagram platform and within the TAPSI app between 2023 and 2024. Gamification elements analyzed included dynamics-such as emotions, constraints, narrative, progression, and relationships - and mechanics - including turn-taking, chance, competition, collaboration, feedback, resource acquisition, rewards, challenges, transactions, and winning status.In the second phase, a quantitative survey was conducted to evaluate customer perceptions of the use of gamification elements in TAPSI’s app and Instagram content. The survey instruments were based on established gamification scales by Xu & Hamari (202) and Kim et al. (202). Convenience sampling was employed, with a sample size determined to be 384, following the Morgan table for an infinite population. Data analysis was performed usingSPSS version 26 and the Wilcoxon signed-rank test. Ultimately, by aligning customer perceptions of gamification elements in the TAPSI software with researchers’ analyses (using a qualitative content analysis approach) regarding the presence or absence of these elements, the implementation-perception gaps were identified, and strategies were proposed to address them.

TAPSI has integrated various gamification dynamics and mechanics into its business practices, particularly within its advertising content Instagram and its mobile app. Analysis of the 2023-2024 content revealed extensive use of gamification elements, with examples of dynamics such as emotions, constraints, narrative, progression, and relationships frequently observed. For instance, TAPSI’s support for national during major international events, intended to evoke emotions of pride patriotism, exemplified its use of emotional dynamics. The progression dynamic was in the app’s design, where users could track their points and progress through various levels, such as Earth, Moon, Sun, and Galaxy.Constraints, another key dynamic, were also prominent. Time limitations on discounts and points incentivized users to monitor available offers to avoid missing out. Furthermore, TAPSI fostered a sense of community and relationship-building among users, drivers, and management, positioning them as interconnected members of TAPSI ecosystem.Regarding gamification mechanics, TAPSI effectively utilized a wide range of elements, including challenges, chance, competition, and rewards. One notable mechanic was the element of chance, which TAPSI incorporated through periodic lotteries and promotions. The feedback and winning status mechanics were also used to publicize winners of challenges and competitions, serving to motivate broader user participation. TAPSI successfully engaged users by introducing a variety of challenges and competitions supported by rewards. However, not all mechanics were present. Notably, no instances of transactions or turn-taking mechanics were identified in TAPSI’s app or Instagram content.The analysis of the implementation-perception gap revealed discrepancies between TAPSI’s use of gamification elements and customer awareness and understanding of these elements. Customer perceptions of transactions, collaboration, and turn-taking were notably weak, mirroring the absence or limited of these elements by TAPSI. Additionally, while TAPSI implemented mechanics such as narrative, progression, constraints, competition, resource acquisition, and rewards, customer perceptions of these elements were similarly underwhelming. In several cases, TAPSI had implemented a dynamic or mechanic, but customers exhibited a limited perception of its presence.

Despite the growth of this sector in major cities, the market remains largely dominated by traditional transportation companies. Consequently, gamification plays a significant role in fostering the expansion of online transportation services. However, when implementing gamification within the transportation sector, it is essential to recognize that its effectiveness is contingent upon various factors. Moreover, a structured and well-informed approach is vital for ensuring the successful application of gamification.Given these considerations, careful attention must be paid to the use of gamification in online transportation to maximize its impact and enhance overall effectiveness. Despite TAPSI’s strategic efforts to incorporate gamification into its advertising content, customer perception of these elements remains incomplete, undermining their overall effectiveness in capturing user attention. To address this gap, TAPSI must consider several recommendations based on the research findings. First, the company should establish partnerships with reputable firms to enhance the resource acquisition mechanic and design challenges that accommodate varying skill levels to foster greater competition. Second, TAPSI should implement campaigns with clear themes and objectives to encourage collaboration among users, thereby strengthening the collaboration mechanic.Additionally, although TAPSI has employed a range of rewards for both passengers and drivers, customer perceptions of the reward remain limited. The divergence in customer expectations regarding the type and value of rewards may explain TAPSI’s lack of success in this area. To address this, TAPSI should tailor its reward offerings to reflect the diverse demographic and socio-economic of its users, providing both monetary and non-monetary incentives.Finally, to boost user engagement with the app and TAPSI’s social media content, the company should explore additional strategies for imposing limitations, such as capping point accumulation or limiting the frequency of reward usage. These modifications could serve to increase the attractiveness of TAPSI’s gamification efforts and better align customer perceptions with the company’s objectives.

Financial literacy has different meanings for different people.For some, it has a broad concept including economic understanding and how family decisions affect economic conditions, and for others, it has the concept of focusing on money management, including budgeting, savings, investment, and insurance.This is one of the human concerns of well-being and comfort in life.The purpose of this study is to investigate the effect of parents' financial literacy on students' financial literacy and the relationship between financial literacy and financial socialization and financial self-efficacy of high school students in Afghanistan(Mazar-i-Sharif city).The secondary school of Mazar-e-Sharif was in 1400, when students from religious schools, teacher training, literacy, vocational, agricultural, and non-governmental schools, as well as considering the existing conditions, were refused to attend the marginal schools of the city to conduct research. The statistical population in question was 3180students with their parents, separated (1505 girls, 1675 boys), and 282 students(134 boys,148 girls)were selected as a sample using Morgan's table, and the students and parents responded to the financial literacy questionnaire, the data were collected through correlation and The structural model was analyzed using Spss22 and Amos22 software and the results showed that parents' financial literacy has an effect on students' financial literacy and financial literacy is related to financial socialization and financial self-efficacy.Therefore, it is possible to expand financial literacy in the society through parents,and it is suggested that schools, while training and strengthening the financial literacy of students, take the initiative and organize financial literacy training workshops for parents as well.

In recent years, the Internet of Things (IoT) has emerged as a significant technology in the industrial and academic sectors, particularly in the context of the fourth-generation industry. Encouraging industries, including oil, gas, and electric power sectors to adopt IoT technology expeditiously is crucial due to its numerous advantages. This article focuses on the oil and gas and electric power industry, which is a vital sector in any country, and emphasizes the need for the accelerated implementation of IoT to unlock its potential benefits. Despite the potential of IoT to achieve important and innovative changes in oil, gas, and electric power industries, surveys indicate a slow adoption trend in Iran. Thus, this research aims to identify and model the drivers that influence the implementation of IoT in Iran's oil, gas, and electric power industry supply chain. The research consists of two stages: the identification of drivers through literature review and assessment using the Delphi method and the presentation of a model of drivers using fuzzy total interpretive structural modeling. The results, comprising 75 drivers categorized into 14 general categories, highlight "government regulations" as the most fundamental driver in Iran's oil, gas, and electric power industry supply chain.

Today, the sports industry is one of the most attractive and popular industries, which in recent years has led to the rapid growth of small and medium enterprises. Despite the importance of these companies in creating value and wealth creation, we are witnessing the failure of these businesses, especially in the early years of their formation. Therefore, the purpose of this study is to identify the factors affecting the success of sports small and medium-sized enterprises (SMEs) and to present a structural-interpretive model (ISM) of these factors. Interpretive structural modeling is a way to design a pattern of complex and multiple relationships between variables of a phenomenon. Therefore, first, by reviewing the research literature, 12 factors have been extracted: Finance, technology, legal structure, Porter's competitive force (competitors, partners, customers), supportive structure, product quality, human resources, marketing and customer orientation, business and strategic plan, training structure, management characteristics and market share. Then, using the opinion of experts and using the method of structural-interpretive modeling, the relationships between these factors are identified and its interactive model is developed. The structural-interpretive model of these factors indicates that the three factors of finance, legal structure and supportive structure are the key variables affecting the success of sports businesses and the cornerstone of the interactive model that has the most impact and least effectiveness. Finally, in order to accelerate the growth of success of sports medium-sized enterprises have been presented some suggestions.

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

Recently, due to an increase in national, regional, and global changes as well as a reduction in job dependence, organizational commitment, and job satisfaction, a complex, unstable, and uncertain environment has been created. In such conditions, organizations and senior managers should undertake some actions such as the identification of talents, the creation of a talent repertoire in their organizations to identify key positions and to prepare a succession plan for all key positions both horizontally and vertically (Kim et al, 2019). Succession planning, as a subsystem of human resource management, has an impact on organizational learning, stability, and development while promoting financial performance of the organization, turnover rate, and employees’ job satisfaction (Ojeyemi, 2021; Ugoani, 2020). According to Barton (2019), succession is a process during which the talented forces of an organization are prepared in line with the organization’s strategies and plans to take on sensitive jobs and key positions. Succession is a process by which organizations develop and promote capable and talented forces through proper planning (Raby & Valeau, 2021). Despite the importance of competencies and succession, few studies in the field of human resource management, especially in the water and sewage industry, have examined human resource management measures comprehensively with an emphasis on succession. All companies deal with the issue of succession. Kashan’s Water and Sewerage Company, as a service company, is not an exception. Succession management and planning are highly important for this company since about 25% of its managers will be about to retire by the end of 2023, which justifies the need to carry out a succession plan. The present study aims to develop a model of succession management system for the water and sewage company in Kashan.

This study was a qualitative-quantitative one in terms of methodology. It was conducted in several phases, the first and two of which were qualitative while others were quantitative. In the first phase, the researchers identified 80 competences based on academic sources as well as the information provided by the Kashan’s Water and Sewage Company. In the second phase, the identified indicators were evaluated by the managers and elites of the company; the results of Delphi research method yielded 33 competency indicators grouped in individual, managerial, and job categories. In the third phase, the identified competences were surveyed for prioritization with respect to managerial positions by using the TOPSIS multi-criteria technique.

The results showed that the least weight was on emotional intelligence (as an individual competence), customer orientation, and project management (as managerial competences). The highest weight was on time management, thinking skills, communication skills, and responsibility taking manner (as individual competences) along with planning skill, organizational belonging, work commitment, problem-solving skill, and team work (as managerial competences). Also, the general status of Kashan’s Water and Sewerage Company in terms of individual and managerial competencies showed that this company had the highest scores in the competencies of belonging and organizational loyalty, moral intelligence, and work commitment, and it had the lowest scores in the competency of succession and people management, performance management, and project management.

In terms of company’s obtain results (such as lowest scores in succession and people management, performance management, and project management), it has suggested the promotion of these competencies as priorities of individual and organizational management skills development programs. Therefore, several practical suggestions have been offered for developing and a providing a deeper analysis of the current status of the company. First, different methods for training and the development of the candidates can be implemented: using training outside the organization as well as internal development programs (i.e., training and internal development in ways such as practical learning with a manager, coaching, job rotation, and assigning challenging roles to people). Additionally, the company managers can hold educational, training, and in-service workshops in order to make employees aware of their career paths, the possibility of promotion, and the job responsibilities of the current and possible future. Therefore, it is necessary to pay attention to the succession program as a tool to identify employees’ justifiable educational and training needs. Given that one of the competencies that can be improved is the competency of performance management, it is essential to identify the performance indicators and measure the productivity of human resources for developing and improving the human resources of the organization based on succession plans.

The purpose of this research was to identify, modeling and scenario analysis of the acceptance factors of the Internet of Things in the supply chain of Iranian businesses.

To conduct this research, we used both qualitative and quantitative strategies combined. The statistical population in both stages consisted of experts; besides, judgmental and snowball sampling methods were used. In the first stage, acceptance factors were identified through semi-structured interviews. In the second stage, using fuzzy cognitive mapping approach, the acceptance factors were modeled, and the scenario was analyzed.

The results of the first phase show 58 factors of Internet of Things acceptance, which are categorized into 17 sub-themes and 5 main themes. The second-stage results show that the theme of expertise enjoys the highest degree of influence, then the theme of technology readiness comes next. Also, the overlapping of forward and backward scenarios indicates the importance of expertise and technological readiness.

Originality:

 Since there is little understanding of the factors affecting the acceptance of the Internet of Things at the supply chain level of Iranian businesses, this research has been able to add to the literature of this field and to fill the gap by identifying, modeling, and analyzing the scenario of these factors.

Implications:

 Changing recruitment and hiring policies to find and hire qualified personnel, using in-service training tools, and having access to a technological roadmap are the most important strategies of the supply chain, which can lead to organizational expertise and readiness.

Although there have been many publications on the subject of CKM, particularly in recent years, not much research has been conducted on the performance analysis and science maps of these studies. To overcome this constraint, a bibliometric study of the current body of academic literature on CKM is conducted the study's methodology involved conducting a bibliometric examination of publications indexed in the Web of Science (WoS) and Scopus from 1992 to 2022. The search strategy employed for this review was guided by the PRISMA standards, resulting in 255 papers being located during the search procedure. To visualize and quantitatively analyze bibliometric networks the VOS viewer tool and the bibliometric R-package were utilized. The descriptive statistics reveal a significant increase in CKM studies since 2011, with the majority of publications occurring in 2021, 2019, and 2013, respectively. China, Iran, and the United States are the countries with the highest number of publications, respectively. The “JOURNAL OF KNOWLEDGE MANAGEMENT” is a core journal in this field, and “Hussin A” is the most prolific author in this scientific domain. The results of the thematic analysis indicate that “co-creation” has gained popularity in recent years, and over the past seven years, “knowledge sharing” and “customer knowledge development” have replaced “market orientation” and “customer relations”, respectively.  Additionally, the co-word analysis of the author's keywords identified six clusters, including “Knowledge Management and Market Orientation,” “Knowledge Sharing and Co-Creation,” “CKM and Customer Engagement,” “CKM, Tools and Technique,” “Knowledge Management and CRM,” and “CRM.”By identifying and deriving key CKM themes, this study makes a significant contribution to the CKM literature. Researchers can utilize the scientific analysis of a variety of sectors, such as customer knowledge management, to understand the scientific boundaries and gain a general understanding of the scientific method. Another goal is to identify research goals for policymakers in many scientific disciplines and modify them to meet future societal requirements.

Despite the widespread diffusion and interest aroused by content marketing, little attention has been paid until this moment to building a framework that presents the main currents and studies of the field. Hence, the main aim of this study was to cover this gap by analyzing bibliographic information as complementary sources and enable a wider understanding and grasp of the content marketing field. For this purpose, a bibliometric study of the publications indexed in Web of Science (WoS) between 1985-2022 was conducted. The search process used in this review was informed by PRISMA guidelines. During the search process, a set of 371 documents (research  and review articles) were obtained. Also, the bibliometrix R-package and VOSviewer software were used for quantitative analysis and visualizing bibliometric networks. The descriptive statistics showed that content marketing studies have rapidly grown since 2011. The US and Spain are the countries with the most publications of the field. The most prominent journal concerning content marketing research is Brand Journalism (with 11 articles), and the most prolific author is Bull A (with 11 articles).The results of the thematic analysis showed that ‘digital marketing’ and ‘brand storytelling’ are emerging themes and have replaced ‘content marketing’. The co-word analysis of author’s keywords defines 8 clusters: 1) platforms and techniques 2) content marketing concepts, 3) influencer marketing and advertising, 4) digital and social media marketing, 5) brand management and brand storytelling, 6) brand journalism, 7) private and native media, and 8) corporate and public communication. Simultaneously with the development of content creation platforms, these platforms have been welcomed in the field of content marketing. Content preparation has undergone changes in recent years. The style of information content based on news and specialized knowledge has shifted its focus to storytelling and narrative messages from the brand. This paper introduces the main areas of interest and possible gaps. It also contributes to the body of knowledge by providing a comprehensive overview of content marketing literature.