fuzzy hierarchy

This article is aimed at designing and validating a model for overcoming the challenges of virtual education in the post-corona era. This cross-sectional study in terms of purpose is exploratory, in terms of audience is basic and in terms of approach is a mixed research. The participants in the qualitative section was made up of 20 Tehran’s  educational managers and experts at the first secondary level. After interviewing 17 persons who have been selected purposefully we reached theoretical saturation. The statistical population in the quantitative section consists of teachers of the first secondary level at Tehran in the academic year of 1400-1401. The sample size was estimated to be 384 teachers, selected via Cochran's formula and cluster-random method. The data collection tools were semi-structured interviews in the qualitative phase and researcher-made questionnaires, which were validated by construct validity, convergent validity and divergent validity methods. Using Cronbach's alpha and composite reliability, the reliability of the questionnaire was also evaluated. In order to t identify the dimensions and components of the research, we used thematic analysis and for finding   the relationships of the elements we used the structural-interpretive modeling method and for validating the research model we applied the partial least squares method. The results of the research showed that the infrastructure of human resources and technology ,and the rules of virtual education provide a context for the culturalization of virtual education. Cultivation of virtual education has led to the digital skills of teachers and the monitoring system of virtual education, and these factors also lead to the participation of students. Students' participation is related to the performance evaluation system of virtual education and the creation of a teaching-learning environment, and at  the end, the development of virtual education can be achieved through the efficiency of the educational system and the repair of students' learning gaps.

Despite the increase and widespread use of social media in businesses, the identification and ranking of this new approach in the literature of the marketing field has been neglected. The current research was conducted with the aim of identifying and ranking the opportunities and challenges of the effect of advertising messages in social media. This research is based on mixed research, qualitative and quantitative, which is applied in terms of purpose and descriptive in terms of nature and method. The statistical population of the research is the experts of Iran Chamber of Commerce, Iran Trade Development Organization and academic experts. 31 members of the statistical population were selected using the snowball sampling method. The tool for collecting information is a paired comparison questionnaire. In the first stage, using the literature review and research background, opportunities and challenges were identified, and in the qualitative stage, by implementing the Delphi technique, the conceptual model of the research was extracted in the form of three main criteria and 18 sub-criteria. In the quantitative part of the research, using the fuzzy hierarchical method, it was found that in the field of opportunities, criteria related to marketing and advertising have the main priority, and in the field of challenges, criteria related to social factors have the highest priority. Indicators of breaking geographical borders in advertising and having a large audience from the social criterion as the first and second indicators in the section KeywordSocial media, advertising messages, opportunities and challenges, Delphi technique, fuzzy hierarchy