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EXTENDED ABSTRACT
 
IntroductionIn modern economy, protecting against unfavorable outcomes is considered crucial not only for individuals but also for society as a whole, with insurance being one of the significant components of this protective approach. Insurance is considered a significant investment for national savings due to its ability to provide financial protection and security in the face of unforeseen events. The significance of insurance for any country's economy is self-evident, as it not only provides support to individual households but also serves as an economic security fund for organizations. The principle of inseparability, which is unique to all services including insurance, makes it necessary to improve the performance of insurance agents in order to ensure the survival of service-oriented insurance institutions in today's competitive market. Hence, companies offering insurance services make an effort to manage their sales network, particularly their insurance agents, with the aim of sustaining and enhancing their market share. The management of sales networks in commercial insurance companies may encompass a variety of activities, such as selecting individuals possessing the essential traits to work in this field, providing training, facilitating interaction, offering guidance, and ultimately monitoring the performance of representatives. Enhancing the performance of insurance agents, who serve as the distribution network for insurance companies, can result in increased sales and profitability as well as higher customer satisfaction. However, the quality improvement of representatives in an insurance company is essential to achieving these outcomes. The competition amongst insurance companies to gain a larger market share has intensified in Iran's insurance industry due to the emergence of private insurance companies and the end of the state insurance companies' monopoly over insurance activities. Consequently, weaknesses in the management of sales networks have become more apparent, highlighting the need for research in developing a model to improve the performance of sales representatives in insurance companies.  
 
MethodologyThe present study is classified as qualitative research in terms of its nature and applied research in terms of its goal. It is exploratory in nature because both qualitative and quantitative data are used. The mixed research type is exploratory since the study aims to investigate a phenomenon. Qualitative section: Grounded theory is a qualitative research method that holds a prominent position in current qualitative research, particularly in interpretive research, owing to its approach. The grounded data theory is a flexible method that can be applied in various domains and can accommodate diverse types of data. The data collection method utilized in this part involved conducting focus group research and asking open-ended questions. "All senior managers of Novin Insurance were invited to participate in a focus group session that was selected through a judgmental sampling. The data collected in the qualitative section has been examined and analyzed using the Strauss and Corbin's grounded theory approach. Quantitative section: In this phase of the research, data will be collected through the use of a questionnaire. The statistical population for the quantitative aspect of the research comprised all representatives of the Novin Insurance Company's General Insurance agents. A total of 295 individuals participated in the quantitative aspect of this research as the statistical sample size. The management of the sales network of Novin Insurance Company provided the representatives with the questionnaire online. To ensure the validity of the questionnaire, expert managers from the novin insurance company who had participated in the qualitative research and were familiar with the research objectives were invited to provide their input. The Smart PLS3 software was utilized to examine the model's design and the relationships between variables.
The outcome of the qualitative research, which employed Strauss and Corbin's coding method - a systematic and iterative process, resulted in the identification of five key components. These components are instrumental in developing a basic theory, and they comprise of: The "Causal condition" refers to the underlying cause or condition that results in the phenomenon under investigation. This condition sets the sequence of events that lead to the phenomenon. In this case, the primary characteristics of the sales force are deemed as the causal condition.
The "Intervening condition" alludes to the variable or condition that occurs between the causal condition and the phenomenon being studied. This variable can either enhance or hinder the process leading up to the phenomenon. In this case, agents' non-sales performance, their motivational characteristics, and organizational factors are all deemed as intervening conditions. "Contextual conditions" or "context" refers to the broader social, cultural, economic, and political conditions that impact the phenomenon being studied. The "Central phenomenon" is the primary concept or phenomenon being studied, and it is the focus of the study's explanation and comprehension. In this case, the agent's sales performance has been chosen as the central phenomenon since it can serve as a comprehensive basis for an insurance company's profitability. The "Consequence" or "result" refers to the outcome of the phenomenon being studied. This outcome can be either positive or negative and can be either intentional or unintentional. In this study, the effectiveness of the representative's performance has been chosen as the outcome or result. Factors such as an increase in agent fees, an increase in the number of policyholders, and sales and marketing results are considered effective in achieving the desired outcome. The quantitative aspect of this study involved the approval of a questionnaire by the managers of the new insurance headquarters, with limitations on the number and type of questions.
 
ConclusionAt least three questions considered to measure each variable in the paradigm model, and the questionnaire distributed to the representatives by branch management. Total of 295 new insurance representatives responded to the questions, and the relationships between the variables were subsequently confirmed. The practical implications of this research for insurance companies include: Developing a comprehensive understanding of the sales force's characteristics; Identifying the external and contextual factors that influence sales; Taking into account the non-sales behavior of the representatives and motivating the sales force effectively.

In general, the use of organic food has an essential role in food security and the health of the community, which requires proper information and awareness, so the question arises of how to identify the potential and actual capacity of organic food production, especially in the city of Tehran which provided the ground for its development and prosperity. In this research, effective factors in the viral marketing of organic food have been identified, modeled, and weighted. By reviewing 90 scientific papers using the Meta-synthesis approach affecting factors were identified. Then the TISM based on experts' opinions was used to determine the model. Finally, by implementing the FANP, ranking and determining the importance of the factors done. Based on the analysis, it was determined that nine factors affect the viral marketing of organic food. These factors were classified in an interpretive model with five levels. The first level is the market conditions, the second level is the target society, the third level is technology and price, the fourth level is the consumer, the presentation method (implementation), and value creation, and finally, the fifth level is desire (motivation) and trust. Also, using FANP, it was determined that the presentation method, the value of the message, and the consumer are the most important, and the factors of price and market conditions were ranked second. This result shows that in attracting the customer, the necessary information should be given to the customer so that he has full knowledge of the product.

In this study, we seek to answer the question of what are the influential factors and indicators on the development of a new product based on seed marketing in the banking industry. To achieve the main goal of the research, which is to present a new product development model based on seed marketing in order to promote and increase the effectiveness of new banking products, the exploratory mixed method has been used and with the help of qualitative data method, factors, and characteristics are identified, categorized and modeled. Qualitative development of a new banking product was extracted and then the model was tested using the survey method and structural equations. Based on the interviews and previous studies, the factors affecting the new product development model based on seed marketing in 18 components of time management, cost management, relationship management, appropriate decision making, welfare and comfort, marketing techniques, commercialization strategies, creativity strategies Innovative strategies, value creation, competitive advantage, globalization, product growth and maturity, entrepreneurship, information technology, targeted marketing, individual and environmental factors were obtained. Also, micro-moment components, social stories, live video, artificial intelligence, personalization, SEO search engines, social networks, voice search, visual advertising, blockchain, influential people, advertising, video marketing automation robots are known to influence the development of new banking products. Were. This research presents a new product development model according to the new marketing environment and by introducing a model based on seed marketing, provides a relatively comprehensive local model to promote and increase the effectiveness of banking products.

Due to the increasing prevalence of virtual communication and its many benefits in improving the experience and the possibility of consumers benefiting from similar experiences, it is important to pay attention to new marketing methods designed based on social platforms. In this regard, the present study seeks to answer the following question: What are the influential factors and indicators for the development of a new product based on seed marketing in the banking industry?

To achieve the main goal of the research, which is to present a new product development model based on seed marketing in order to promote and increase the effectiveness of new banking products, the exploratory mixed-methods approach has been used and using qualitative data analysis, factors and characteristics are identified, categorized, and modeled. The qualitative development of a new banking product was extracted and then the model was tested using the survey method and structural equations. Based on the interviews and previous studies, the factors affecting the new product development model based on seed marketing in 18 components were:  1) time management, 2) cost management, 3) relationship management, 4) appropriate decision making, 5) welfare and comfort, 6) marketing techniques, 7) commercialization strategies, 8) creativity strategies, 9) innovative strategies, 10) value creation, 11) competitive advantage, 12) globalization, 13) product growth and maturity, 14) entrepreneurship, 15) information technology, 16) targeted marketing, 17) individual factors, and 18) environmental factors. Also, micro-moment components, social stories, live video, artificial intelligence, personalization, SEO search engines, social networks, voice search, visual advertising, blockchain, influential people, advertising, and video marketing automation robots are known to influence the development of new banking products.

Based on the interviews and previous studies, the factors affecting the new product development model based on seed marketing in 18 components were:  1) time management, 2) cost management, 3) relationship management, 4) appropriate decision making, 5) welfare and comfort, 6) marketing techniques, 7) commercialization strategies, 8) creativity strategies, 9) innovative strategies, 10) value creation, 11) competitive advantage, 12) globalization, 13) product growth and maturity, 14) entrepreneurship, 15) information technology, 16) targeted marketing, 17) individual factors, and 18) environmental factors. Also, micro-moment components, social stories, live video, artificial intelligence, personalization, SEO search engines, social networks, voice search, visual advertising, blockchain, influential people, advertising, and video marketing automation robots are known to influence the development of new banking products.

This research presents a new product development model according to the new marketing environment. By introducing a model based on seed marketing, it provides a relatively comprehensive local model to promote and increase the effectiveness of banking products. The results of the present study present a relatively comprehensive model based on the requirements of the bank's characteristics. It could be said that it is more suitable than other models presented by experts as other models have been presented for the development of new products in various industrial sectors such as cosmetics, fast food products, and edibles. Compared to other models, the obtained model has advantages in terms of the obtained dimensions, components, and indicators.

IntroductionIn today's competitive world, studying consumer behavior is inevitable for any organization, large or small, and neglecting this can lead to the defeat of any organization. The behavior of members of any society according to culture, religion, and values ​​follows a set of beliefs and patterns. Understanding consumer behavior requires research and studies in this area to determine what negative attitudes and behaviors are caused by disillusionment to buy the product. Thus, the aim of this study was to investigate the effect of anomie feelings on feelings of defeat with respect to the role of consumer disillusionment with marketing activities. MethodologyThe present cross-sectional study was of a survey-correlational type. In terms of the research method, this research is descriptive and applied. The statistical population of this study includes 200 Isfahani consumers. A questionnaire was used to collect the data. In this research, multistage sampling was used and samples from each stratum were selected using the simple random sampling method. Structural equation modeling and SPSS and AMOS software were used to analyze the data.Results and Discussion The results of descriptive statistics show that out of 200 respondents to the questionnaire, 55.3% were male and 44.7% were female. The results of the marital status of Isfahani consumers show that 53% were single and 47% were married. The age range of the participant was as follows: 12.5% ​under 20 years old, 35.5% between 21 and 30 years old, 22.5% between 31 and 40 years old, 17% between 41 and 50 years old, and 12.5% over 51 years old. Also, the education status of the respondents shows that 24% are secondary and lower, 24.5% have a bachelor’s degree, 35% have a master's degree, and 16.5% have a doctorate or higher. Also, the employment status of Isfahani consumers indicates that 12% are housewives, 30.5% are students, 10% are retired, 7.5% are unemployed, 21.5% are self-employed and 18.5% are employees.Based on the research findings, the hypothesis of the effect of social anomie on disillusionment with marketing activities with a critical value of 8.586 and a regression coefficient of 0.830 has been confirmed. The hypothesis of the effect of disillusionment on marketing activities on the feeling of recession with a critical value of 5.002 and regression coefficient of 0.682 has also been confirmed. The hypothesis of disillusionment with marketing activities on the feeling of loss with a critical value of 4.385 and regression coefficient of 0.596 has been confirmed. The hypothesis of disillusionment with marketing activities on the feeling of satisfaction with a critical value of 4.670 and a regression coefficient of 0.611 has also been confirmed. The hypothesis of the effect of the feeling of social anomie on the feeling of loss has been confirmed with a critical value of 8.872 and a regression coefficient of 1.693. In addition, the hypothesis of the effect of the feeling of social anomie on the feeling of satisfaction with a critical value of 8.270 and regression coefficient of 1.378 has been confirmed. The hypothesis of the feeling of social anomie on the feeling of stagnation with a critical value of 8.984 and regression coefficient of 1.698 has been confirmed. Also, the three hypotheses regarding the indirect effects of the feeling of satisfaction, feeling of stagnation, and feeling of loss were confirmed due to the fact that p values were ​​less than 0.05. ConclusionThe results show that the feeling of social anomie, both directly and indirectly, has a significant effect on the dimensions of defeat with the mediating role of frustrated behavior towards marketing activities. Consumer disillusionment can be caused by a misconception about the society, or by inappropriate marketing activities, which over time, can affect individual characteristics as well.

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

Today, s tourism industry is a growing section of service sector in the world. One important factor of such a development is marketing industry. In many provinces of our country there are great potential of tourism, that of unfortunately, there development are neglected. The province of Chahar Mahal & Bakhtiari is one of them. The objective of this research is to identify the role of marketing in the development of tourism industry. In the province of Chahar Mahal & Bakhtiari. In this research four variables of management decision making adjustment, development of basic structures, culture of tourism reception, and marketing activities were considered. The statistical population of the research was in categorise the first one including all experts, authorities, of public sectors related to tourist industry, hotels and catering industry, traveler and tourist agencies in the province, and second category were the tourists and traveler whom visiting the historical places and tourists attraction of the province the sample size of each groups were ninety one and data collected through the simple random sampling from both categorize of respondent. The collected data was analyzed using statistical index, spearman, s test coefficient and Friedman test. results indicated a link between development of basic structures, tourist reception culture and marketing activities and the tourist industry development of province Chahar Mahal & Bakhtiari.

In the past, companies seeking to build or buy production capacities, but are now looking to capture a place in the minds of consumers. Obtain such a position in the consumers mind, are possible by marketing activities. Therefore, companies should create knowledge structure for its own brand; by focus on marketing activities that aim to establish a favorable response in the target market. But the basic question is: What are the marketing activities that can create value through brand and what is their impact on brand? This study sought to answer the above question, by using "Grounded Theory". Based on interviews marketing professionals of food industry, where brand play a key role in customer purchase, their views and experiences on marketing activities that can increase brand value are collected. This information was analyzed in three stage (open coding, axial and selective coding), and final model was developed. According to the achieved results, items organized in 6 categories: Causal, core activities, context, intervening Circumstance, strategy and action, and based on the effect of marketing activities on brand value was theorized.

In recent years there has been a drive within both industry and academia to provide appropriate measures that can be employed in evaluating the “value-added” of, especially, the functional specialists like marketing within the firm. From an academic perspective, the growing interest in marketing assessment can be attributable Resource Based View (RBV) for the importance of firm’s internal organizational resources as determinants of the firm’s strategy and performance. The objective of this research is to find out more empirical evidence that supports the impact of advertisement on marketing assets including brand and customer satisfaction and firm’s short and long term performance. This is an exploratory research in which we are trying to assess the relationship between proposed model variables. The population for this research is banks accepted in Tehran stock exchange. We used Structural Equation Modeling (SEM) to make an assessment of the above proposed conceptual model. We observed significant effects of advertising, customer satisfaction and brand value over short-term performance and long term performance. Through this analysis, we provided empirical evidence for the marketing link to firm value.