نشریه مدیریت بازاریابی هوشمند
سال دوم شماره 6 (پیاپی 12، بهمن و اسفند 1400)

The huge wave of environmentalism and green trends in recent decades has led researchers in many fields to study and explore the field of environment and green activities. Brand stories play an important role in helping consumers understand the brand. This qualitative research has been conducted with the aim of identifying the components of green brand storytelling using the data theory of the foundation. For this purpose, in the opinion of experts, including university professors and senior managers of Sahar Hamedan Company, an open interview was conducted. First, a set of basic themes was collected during the coding process and categories were obtained from them. Then, in the axial coding stage, the relationship between these categories was determined in the form of coding paradigm and in the selective coding stage, each component of the coding paradigm was described. Finally, Sahar presents the green brand storytelling model in Sahar Hamedan food industry.

Despite the increase in public awareness compared to the old days as a positive factor in the realization of direct democracy, population explosion is a factor that makes the conditions for the realization of the long-standing ideal of real democracy difficult. The purpose of this study is to investigate the effect of perceived security on electronic trust and operational use intention with the mediating role of use attitude and behavioral intention of Bank Mellat branches in Tehran Region One. This research, in terms of purpose, is applied research. The sample required for the study was obtained using the Cochran's formula at a confidence level of 5% equal to 384 people. The results showed that perceived security has a significant effect on behavioral intention through the mediating role of usage attitude in customers of Bank Mellat, District 1 of Tehran, and also electronic trust has a significant effect on behavioral intention through the mediating role of usage attitude in customers. The main reason for electronic trust has a significant effect on the intention of operational use through the mediating role of behavioral intention in the customers of Bank Mellat, Region One of Tehran. Also, the attitude of use has a significant effect on the intention of operational use through the mediating role of behavioral intention in Bank Mellat customers.

Despite the increase in public awareness compared to the old days as a positive factor in the realization of direct democracy, population explosion is a factor that makes the conditions for the realization of the long-standing ideal of real democracy difficult. The purpose of this study is to investigate the effect of perceived security on electronic trust and operational use intention with the mediating role of use attitude and behavioral intention of Bank Mellat branches in Tehran Region One. This research, in terms of purpose, is applied research. The sample required for the study was obtained using the Cochran's formula at a confidence level of 5% equal to 384 people. The results showed that perceived security has a significant effect on behavioral intention through the mediating role of usage attitude in customers of Bank Mellat, District 1 of Tehran, and also electronic trust has a significant effect on behavioral intention through the mediating role of usage attitude in customers. The main reason for electronic trust has a significant effect on the intention of operational use through the mediating role of behavioral intention in the customers of Bank Mellat, Region One of Tehran. Also, the attitude of use has a significant effect on the intention of operational use through the mediating role of behavioral intention in Bank Mellat customers.

This Research was conducted with the aim of the effect of corporate governance on financial stability and access to financial services in banks listed on the Tehran Stock Exchange. The statistical population of this study is all banks listed on the Tehran Stock Exchange, which was selected as a sample by the systematic elimination method of 12 banks during the period 2016-2020. Research data were extracted and evaluated from financial statements posted on stock exchange and banking sites; Then statistical regression was performed based on panel data. According to the analysis, the result of the first hypothesis showed that corporate governance has a direct and significant effect on financial stability. The result of the second hypothesis also indicates the direct and significant impact of corporate governance on access to financial services. Also, the control variables of size and age (life) were confirmed in the first and second hypotheses, but no significant relationship was observed between the financial leverage variables in the hypotheses

The main motivation of this study is to investigate the effect of perceived taste, perceived quality and brand trust on the desire to buy with the role of flavor award transformer in Good Father restaurants in the north of Tehran. The purpose of this study is to expand our understanding of the social factors affecting brand priority. This research is applied in terms of purpose and descriptive-survey in terms of nature. The research data was collected through the five Likert questions in the research questionnaire. In the present study, in order to analyze the data obtained from the questionnaire, SPSS.V24 statistical software and structural equation software pls.V3 in the form of two parts of descriptive and inferential statistics in the form of linear and multiple regression have been used. The statistical population of this research is all the customers of Digi Kala online store who live in Tehran and their number is unlimited. The sampling method used in this study is random. Based on Cochran's formula, 384 people have been selected as a statistical sample..

Various factors affect the achievement of competitive advantage, the most important of which are marketing and marketing mix elements. Accordingly, the present study aims to investigate the role of marketing mix factors (product, price, location and after-sales service). This research is descriptive-correlational from the field branch in terms of applied purpose and in terms of data collection method. The statistical population consists of customers of Digistyle clothing online store, which using multivariate regression analysis, the sample size was estimated to be 120 people. Available sampling method and a questionnaire was used to collect data. In statistical analysis, the structural equation modeling approach and SMART PLS and SPSS software have been used. Based on the results obtained from the mixed marketing factors, product, price and after-sales factors have a positive and significant effect on retaining customers of Digistyle online clothing store, but the location factor does not have a positive and significant effect on retaining customers of Digistyle online clothing store. . Also, the perceived value of the customer has a positive and significant effect on customer retention in the DJ Style online store. Product, price and after-sales service have a significant effect on the customer's perceived value through the mediator value of the customer's perceived value in the DJ Style online store, but location has no significant effect on the customer's perceived value through the mediator value of the customer's perceived value in the DJ Style online store

The aim of this study was to investigate the effect of perceived organizational support on organizational commitment through mental happiness in the staff of the Imam Khomeini Relief Committee in Shiraz and using a descriptive correlational research method. The statistical population of this study is all employees of the Shiraz City Relief Committee, which in March 2016 was 267 people. The tool for collecting field information in this research is a questionnaire. The Mental Happiness Questionnaire consists of a combination of Life Satisfaction, Positive and Negative Emotion and Job Nature Questionnaire. The analysis of this study was performed using SPSS23 and Amos23 statistical software at two levels of descriptive statistics and inferential statistics. The research findings confirm the effect of perceived organizational support on organizational commitment through mental happiness. Also, the direct effect of perceived organizational support on organizational commitment and its dimensions, the effect of perceived organizational support on mental happiness and its dimensions and the effect of mental happiness on organizational commitment and its dimensions have been confirmed. The results of demographic hypotheses showed that there is no significant difference between the level of organizational commitment, perceived organizational support and employees' sense of mental well-being with respect to the gender variable; But there was a significant difference between the respondents' opinions about the feeling of mental happiness according to the variable of education level. There is also a significant difference between the level of organizational commitment and perceived organizational support with respect to the organizational category variable.

The purpose of this study was to investigate the effect of perceived compatibility on perceived awareness with the mediating role of perceived trust (Case study: Bank Mellat West Tehran Branches). The study population of the present study includes all customers of Bank Mellat West Tehran branches They use Bank Mellat. The statistical population According to Cochran's formula, 384 customers of Bank Mellat branches in the west of Tehran who use Bank Mellat will be selected as the sample. Random sampling is simple. This research is an applied research in terms of purpose. This research is descriptive-survey in terms of nature and method. The researcher's purpose in conducting this type of research is objective description. Real and regular are the characteristics of a situation or a subject. The results showed that at the 99.99% confidence level and the 0.01 error level, perceived compatibility with the mediating role of perceived trust has a significant effect on the perceived knowledge of Bank Mellat customers in the west of Tehran. At 99.99% confidence level and 0.01 error level, perceived compatibility has a significant effect on the perceived trust of Bank Mellat customers of West Tehran branches. At 99.99% confidence level and 0.01 error level, perceived trust has a significant effect on the perceived knowledge of Bank Mellat customers in West Tehran branches.

In today's complex, dynamic and highly variable environment, companies need to design and implement strategies that can help them improve their performance; Because in such a competitive environment, companies are able to survive that are not out of competition and adapt to changing and dynamic competitive market conditions. Therefore, the purpose of this study is to investigate the effects of environmental innovation, environmental orientation and supplier cooperation on company performance . Since the data were collected at a point in time, this research was conducted among cross-sectional research in a cross-sectional manner. The statistical population of the study is the employees of disposable tableware industries in Tehran, whose number is about 150 people. The sample size was obtained using the Cochran's formula at a 5% confidence level of 108 people.

Conflicts reflect the incompatibility expectations of individuals or groups, as well as the differences between their activities. Due to the multiplicity of causes of conflict, different forms of it can be considered; Like intra-individual, inter-individual, intra-group and inter-group conflict. To be successful in the organization and in the mental health of the job, the existing conflict - which naturally arises in any job - must be resolved in the best way. The most ideal way to resolve a conflict is for the guard to act logically while acting positively so that both parties emerge victorious. This issue certainly includes security jobs in municipalities as an important organization in the growth and development of the country because they are among the government jobs, in addition to having special powers and access. As a result of recognizing occupational safety injuries in municipalities and prevention and control strategies; Helps managers, officials and employees of security, to perform their duties fully, increase the productivity of security guards and, due to the necessary protection to themselves, unknowingly and due to lack of knowledge and awareness of Occupational hazards related to them and related position; For yourself, the organization, the people and the country; Do not cause damage.

It is practically impossible to pay attention to the planning factor and determine the goals of the organization without considering the costing factor. The degree of access to the goals and programs of the organization and its processes alone does not indicate the productivity performance of organizations. The main purpose of this study is to identify and rank the barriers to using a pricing system based on chronological activity in the stone industry of Fars province. Subjects were asked through a questionnaire that includes 6 criteria that were examined using 23 questions. The statistical population of the study consists of financial managers and the head of accounting of stone industries in Fars province, which was determined using Cochran's formula of 112 samples and the selected sample was selected using random sampling method. One-sample t-method was used to test the hypotheses and TOPSIS software was used to rank the factors. The results indicate that among the 6 factors related to the lack of necessary culture in managers to change new costing techniques, managers' unfamiliarity with new pricing techniques, lack of real timing for each product, lack of appropriate information system With rising costs, declining pay for employee productivity, lack of competitive markets for products, factors related to managers' unfamiliarity with new costing techniques are the most important and important factors, and lack of competitive markets for products is the least important factor.

The increasing speed of technological change, on the one hand, and the changing nature of customer demand and intensification of competition between organizations, on the other hand, has led organizations to seek new competitive advantages to excel competitors and better meet customer needs. To be. In this regard, it seems that moving towards creating organizations that have high speed and flexibility in responding to changing, unstable and unpredictable environments is a new and vital solution. Achieving such goals is achieved through a new concept called "organizational agility". On the other hand, studies show that agile government organizations such as municipalities achieve increasing success rates in implementing transformational measures towards their peers and peers. Therefore, this article seeks to determine the value and importance of organizational agility as a key axis of response speed. And organizational flexibility in the face of changes in the organization of municipalities in Fars province. For this purpose, the theoretical foundations of organizational agility and agile organizations have been studied in depth. According to the results of this study, traditional organizations can not respond to customer needs and changes in the environment in a timely manner; In the latter case, it makes their survival impossible.

This study aimed to investigate the impact of the knowledge management system on marketing in cyberspace studied by entrepreneurial company Danasa. This research is applied in terms of purpose and in terms of nature and form of implementation. The statistical population of this study includes all employees and executives of the Danas -e -Entrepreneurial Company, including a sample of 86 people using the Morgan table. In this study, the standardized questionnaire was used to collect information to test the research hypotheses. Smart Pls software modeling and software modeling techniques have been used to test the research hypotheses. The results of this analysis showed that knowledge management has a significant impact on the productivity and organizational performance through the two mediating variables of the richness of information and informal and social communication.

The purpose of the present study is to identify and rank negotiate tactics in the Shiraz City Council discourse. The present study seeks to help managers make appropriate decisions to select appropriate tactics in negotiation by using previous research and assisting with the views of experienced negotiations. This study is from the perspective of the applied purpose and for negotiators of survey research. Also, in terms of the nature of the research and in terms of data analysis, which is commonly used by Delphi and hierarchical analysis, it is one of the qualitative and quantitative analysis of the Delphi process and the consensus of the tactics used in the council. . Using the couple's comparison questionnaire, tactics rankings are based on the importance and preference. The results showed that prioritization of tactics in pre -negotiation tactics, information tactics, expectations of expectations, unethical tactics in negotiations, multi -stage tactics, tactics related to concessions, and decision -making, and decision -making It is in the field of emotions

Social media today, thanks to the new technologies, has changed and transgressively in the world of communications that have an influential audience. Therefore, given the importance of these media, the necessity of research in this area is important. In this article, this article examines the principles and principles of the content and its relationship with the social media.

Marketing is critical to any business. Marketing is a process that includes research, promoting and selling products and services to the target market (consumers). The main purpose of this study was to investigate the impact of cyberspace on desert motor marketing and advertising. The method of this study is analytical-applied using the SWOT method, which the results showed; The organizational criterion with a score of 0.608 was selected as the most important indicator on the impact of cyberspace on advertising and marketing at Desert Company and then the economic criterion with a score of 0.229 respective /0 are ranked fourth. It also shows that among the formulated strategies, the highest attraction is to eliminate bandwidth restrictions and create the right infrastructure in the opportunity to use cyberspace in desert engine advertising and marketing, and the lowest attractiveness of The strategy of preventing the quality of components, the abuse of profitable companies, and the disadvantage of customers to buy the product online.

One of the most important pillars of business intelligence is competition. Competitiveness and competitiveness in businesses are based on information. What is now formed in gaining a competitive advantage based on intelligence and intelligence is the component of competitive intelligence. Using this type of intelligence (intelligence) can help managers and strategists in the competitive market in identifying situations, whether possible, definitive, or uncertainty. The purpose of this article is to manage and organize the competitive intelligence of Fars Province Gas Company based on the criteria of multi -criteria. The data collection in this study was researched using the couple's comparison questionnaire by 21 experts, managers and experts of strategic units in the field of commercial intelligence and competitive business of public and private organizations. With improved fuzzy hierarchical analysis method, the results showed that managerial factors weighing 0.288 in the first rank, 0.205 weight supply factors, operational factors weighing 0.87 in third, strategic factors weighing 173/ 0 ranked fourth and marketing factors weighing 0.147. Therefore, in a state of uncertainty, if competitive intelligence is to be used in organizations, according to expert polls, these comprehensive components and their priority should be operational in designing and establishing competitive intelligence.