social value

Customer’s perceived value is a critical factor in understanding consumer behavior and enhancing the shopping experience. In an era characterized by rapid technological advancements and significant shifts in the business landscape, customer experience has emerged as a vital component for differentiation and competitive advantage in the retail industry. Consequently, analyzing the factors that influence customer’s perceived value is of utmost importance. This research aimed to identify and investigate these factors, emphasizing their essential role in shaping perceived value within the retail sector. By doing so, we sought to contribute to the development of effective business strategies in this field. Employing a mixed-methods approach, the qualitative phase utilized MAXQDA software and thematic analysis to extract relevant factors from existing literature. In the subsequent quantitative phase, we prioritized these factors based on insights gathered from 502 customers in Mazandaran Province using Friedman's test, as well as perspectives from 30 marketing experts through Shannon entropy method. Notably, the ranking results from both groups were consistent, with social value emerging as the top priority for both customers and experts. This alignment underscored the significance of social value in shaping customer perceptions and experiences in the retail industry. Overall, this revision aimed to improve the flow of ideas, clarify the research objectives, and highlight the importance of the findings.

Values are essential factors in understanding human behavior. Today, to succeed in the markets, consumer values of consumers and their impact on consumer behavior are deemed vital issues. The main purpose of this article is to investigate the effect of hedonistic, eudemonic, and social values on ambiguity, overload, and similarity confusion in advertising.In order to experience hedonic values, it is necessary to satisfy the hedonic need in order for the person to understand the hedonic values personally. Feeling pleasure and avoiding pain is an inherent psychological need that is called hedonic need (Ryan & Desi, 2001).In order to experience the values of self-actualization, it is necessary to satisfy the need for self-actualization so that one can personally understand the values of eudemonic. Dimon showed that individual abilities and eudemonic refer to the conditions of understanding certain capabilities and abilities (Ryan & Deci, 2001).To experience social values, it is necessary to satisfy social needs so that a person can understand social values personally. As social creatures, humans have an instinctive psychological need to feel a sense of belonging to other people and in a social group (Baumeister & Leary, 1995).According to the theory of Turnbull et al. (2000), confusion refers to the consumer's failure to correctly interpret the various features of a product/goods during the information processing stage. Three types of consumer confusion were identified in this research, which are ambiguity confusion, overload confusion, and similarity confusion (Walsh & Hennig-Thurau, 2002). Similarity confusion is defined as a lack of understanding and potential change in consumer choice or incorrect evaluation of the brand that results in the perceived physical similarity of products or services (Mitchell et al., 2004). Similarity confusion can be attributed to significant similarities in brands, quality, attitudes, or functions of some duplicate products (Walsh & Hennig-Thurau, 2002). In addition, similar information and messages from different social media advertisements can lead to similarity confusion (Kent & Allen, 1994). Overload confusion may occur when people's minds are filled with large amounts of information and people can limit a person's ability to accurately process information. A significant increase in decision-making information and options (alternative offers) can lead to great confusion. Ambiguity confusion occurs when people are forced to re-evaluate and revise their current beliefs or assumptions about the shopping environment or product. Unintelligible, conflicting, and complex information about products is the main cause of this type of confusion (Mitchell et al., 2004).

This research is descriptive in nature, practical in terms of purpose, and survey in terms of execution method. The statistical population of the research includes all consumers among the citizens of Yazdi who have been exposed to social media advertisements. The sampling method used in this research includes available random sampling, with the assumption that the statistical population is unlimited. With the help of Cochran's formula, a sample size of 174 people was obtained, in this way, the first sample of 30 people was taken from the community, and based on that, the standard deviation of the sample was calculated (σ=0.673). In this research, a questionnaire was used to collect information. The collected data were analyzed with the help of the structural equation modeling (SEM) method and using PLS and SPSS software. With the Kolmogorov-Smirnov test, we checked the normality of the data, and the result of the test showed that the data were non-normal, that's why we used the PLS method. Examining model fit includes three parts: fitting measurement models, fitting structural models, and fitting the overall model. Examining the fit of the measurement model includes factor loadings, index reliability, convergent validity, and divergent validity.

First hypothesis: hedonic value has a positive and significant effect on ambiguity and confusion in social media advertisements. Considering Table 6, the t-statistic between the variables of hedonic value and ambiguity confusion is 0.639, which is less than 1.96, which indicates that the effect of hedonic value on ambiguity confusion is not significant at the 95% confidence level. This hypothesis is rejected.Second hypothesis: hedonic value has a positive and significant effect on overload confusion in social media advertisements. Considering Table 6, the t-statistic between the variables of hedonic value and overload confusion is 1.102, which is less than 1.96, which indicates that the effect of hedonistic value on overload confusion is not significant at the 95% confidence level. This hypothesis is rejected.Third hypothesis: hedonic value has a positive and significant effect on similarity confusion in social media advertisements. Considering Table 6, the t-statistic between the variables of hedonic value and similarity confusion is 0.425, which is less than 1.96, which indicates that the effect of hedonic value on similarity confusion is not significant at the 95% confidence level and causes this hypothesis to be rejected.fourth hypothesis: eudemonic value has a negative and significant effect on ambiguity and confusion in social media advertising. The t-statistic between the variables of eudemonic value and ambiguity confusion is 2.094, which is more than 1.96, which indicates that theeffect of eudemonic value on ambiguity confusion is significant at the 95% confidence level and confirms this hypothesis. According to the path coefficient of -0.222 in this hypothesis, the eudemonic value negatively affects ambiguity confusion.fifth hypothesis: eudemonic value has a negative and significant effect on overload confusion in social media advertisements. The t-statistic between the variables of eudemonic value and overload confusion is 3.322, which is more than 1.96, which indicates the significance of the effect ofeudemonic value on overload confusion at the 95% confidence level. And it confirms this hypothesis. According to the path coefficient of -0.312 in this hypothesis, the eudemonic value has a negative effect on overload confusion.Sixth hypothesis: eudemonic value has a negative and significant effect on similarity confusion in social media advertisements. The t-statistic between the variables of eudemonic value and similarity confusion is 1.984, which is more than 1.96, which indicates that the effectof eudemonic value on similarityconfusion is significant at the 95% confidence level and confirms this hypothesis. According to the path coefficient of -0.23 in this hypothesis, eudemonic value has a negative effect on similarity confusion.Seventh hypothesis: social value has a positive and significant effect on ambiguity and confusion in social media advertisements. The t-statistic between social value and ambiguity confusion is 0.779, which is lower than 1.96, which indicates that the effect of social value on ambiguity confusion is not significant at the 95% confidence level, and this hypothesis is rejected.eighth hypothesis: social value has a positive and significant effect on overload confusion in social media advertising. The t-statistic between social value and overload confusion is 1.902, which is less than 1.96, which indicates that the effect of social value on overload confusion is not significant at the 95% confidence level and causes this to be rejected. this hypothesis is hypothesized.Ninth hypothesis: social value has a positive and significant effect on similarity confusion in social media advertisements. The t-statistic between social value and similarity confusion is 0.638, which is less than 1.96, which indicates that the effect of social value on similarity confusion is not significant at the 95% confidence level, and this hypothesis is rejected.

In this research, we have considered a model that examines the effect of hedonistic, eudemonic, and social values on ambiguity confusion, overload confusion, and similarity confusion in social media advertisements. After testing the assumptions of the model, we concluded that the hedonic value does not have a significant effect on ambiguity confusion, overload confusion, and similarity confusion in social media advertisements. Social value does not have a significant effect on ambiguity confusion, overload confusion, andsimilarity confusion in social media advertisements. The value of eudemonic has a negative and significant effect on ambiguity confusion, overload confusion, and similarity confusion in social media advertising.While many studies have been conducted on hedonic, eudemonic, and social values and so ambiguity confusion, overload confusion, and similarity confusion, none of them have investigated the relationship of all these variables at the same time and have not been evaluated among consumers and social media advertisements. Therefore, in the present research, an attempt has been made to investigate the effect of hedonistic, eudemonic, and social values on ambiguity confusion, overload confusion, and similarity confusion of consumers in social media advertisements among Yazdi citizens in the framework of a model.Examining the impact of hedonic, eudemonic, and social values on consumers' confusion in social media advertising will help planners and policymakers in the consumer and social media fields reduce consumers' confusion in social media advertising by increasing the value of eudemonic or satisfying eudemonic needs in consumers by inducing a sense of accomplishment, pride, glory, and competence through purchasing goods that give a person a sense of pride.According to the results of the research, in order to reduce confusion, the values of eudemonic should be increased, that is, the eudemonic need should be satisfied. The eudemonic need is satisfied through a sense of personal development, success, and pride, and the satisfaction of progress in achieving one's goal, buying goods that increase one's competency, and buying goods that fulfill one's tasks. The eudemonic need is satisfied through buying goods that give a person a sense of growth and perfection, buying goods that have great success for a person, buying goods that make a person successful in his work, and buying goods that develop a person's talents.

This research aims at introducing the employer brand as a tool to bring up employees' job satisfaction and investigated their impact. The present study is of practical purpose to collect survey data and do descriptive-correlational analysis. The statistical population is 168 employees of a food production company in Tehran. Empirical data was selected from 125 people as the sample. Examination of the hypotheses was performed through structural equation modelling in SmartPls and the impact of each dimension was examined by multiple regression in Spss. As the results, all hypotheses were confirmed which means employer brand and its dimensions have a positive relation with employees' job satisfaction and they are able to collectively explain 57.6 percent of the employees' job satisfaction's variance. The results of the multiple regression clarified that development value has the highest (52 percent) and interest value has the lowest impact (33 percent) on the employees' job satisfaction.

Nowadays, super ego performance is an extra- role behavior in two dimensions consist of consciousness oriented performance to their organization and co- workers. It is a vital variable for increase organizational performance in current organization. In one hand, intellectuals believe the values can influence on creative work positive behaviors. The purpose of this study is to Investigation the effect of perceived social value on super ego performance in guilan technical & vocational organization. Methodology of research is operational and according to the manner it is descriptive and correlation research and data gathered by means of inventories and survey research method. All employees in guilan technical & vocational organization (N=459) selected as statistical universe, and a group of 231 people determined as sample by simple stratified sampling (Quota) and Cochran formula. The results of statistical data were studied using Spss 19 and Smart pls 2 software. The findings suggest perceived social value has positive effects on dimensions super ego performance.

The purpose of this study is to Investigation the Mediation Role of perceived Social Value Between perceived Transformational leadership and Job Commitment in Guilan Technical & Vocational Organization. Methodology of research is operational and according to the manner it is descriptive and correlation research and data gathered by means of inventories and survey research method. All employees in Guilan Technical & Vocational Organization (N=459) selected as statistical universe, and a group of 231 people determined as sample by simple stratified sampling (Quota) and Cochran formula. The results of statistical data were studied using Smart PLS 2 software. The findings shows perceived Transformational leadership has positive effects on perceived Social Value. Also, the Social Value has positive effects on Job Commitment. Also, The findings shows perceived Transformational leadership has positive effects on Job Commitment. So, social value has a partial mediator role in significant impression of transformational leadership to job commitment. according to the approved the mediation role of perceived social value between perceived transformational leadership and job commitment, administrators should trying to bring development in line with the transformational management system. also, trying to grow and improve common social values within the organization. pay attention to issues such as joint meetings between managers and employees, seminar and meetings can have an important role in changing the attitude of staff. this makes them aware of the policies of the organization change and improve their social values, reponsibility and participation and increasing their job commitment.

In many developing countries, many individuals (especially young people) view foreign brands as a status symbol. This paper explores the various factors affecting consumer preferences for foreign brands. College students in Arak City were surveyed, and structural equation modeling was used for data analysis. The results show that a need for uniqueness has a direct effect on attitudes toward foreign brands. Moreover, emotional value and social value have a greater effect on purchase intention toward foreign brands.