نشریه مدیریت تبلیغات و فروش
سال سوم شماره 3 (پیاپی 11، پاییز 1401)

The researches of Scotto et al. (2022) and Sundarajan et al. (2022) have shown that current marketing research has generally focused on structures whose variables can be measured and the process of this research is mainly based on statistics, mathematical calculations or artificial intelligence. It Depends. This trend has caused many intelligent marketing structures to be neglected from the point of view of many marketing science researchers. In this regard, in Table 1, past, present and future marketing researches are shown from the perspective of scientometrics: Table 1- Scientometrics of marketing research (past, present and future) According to Table 1, researches in the current and future fields of the world are focused on discovering the hidden layers in marketing that the current variables and current methods are not able to support them scientifically, therefore artificial intelligence marketing is also a virgin field of research that neuroscience links with the structures of the unconscious mind and combines the experience of marketing and knowledge management with this linked set can be a suitable case for developing the knowledge edges of the science of marketing management. According to the mentioned cases, the mission of the scientific journal of advertising and sales management is to develop and publish up-to-date articles in the field of commerce, especially marketing, which, with a forward-looking approach, seeks to discover new marketing strategies with an artificial intelligence approach. In the autumn issue of 1401, most of the articles in the field of intelligent marketing are covered. Keywords

Home-based businesses are considered as a solution to the problems of unemployment in developing and developed countries, therefore, the law on protection of home-based businesses has been condificated an and been operational since 2010 in Iran. One of the main obstacles to home business development is the lack of access to market and demand for home business products. Developing and appling the marketing strategies is one of the most important ways to overcome this obstacle. So, the main purpose of this study is to identify and prioritiztion the obstacles of to applying marketing strategies in home-based businesses. For this purpose, with reviewing the literature and identifying affecting factors, the Analytic Hierarchy Process (AHP) has been applied to prioritize the marketing strategies obstacles. The results show that the unstable economic conditions in the country with a weight of 0.140 has been the most important obstacle to home business marketing. After that, the instability in laws and regulations, lack of supportive culture of production and stimulus for innovation, and lack of stable connections are in the next ranks with weights of 0.102, 0.083 and 0.068, respectively

The purpose of this study is to analyze the effect of consumers' perceptions of the enjoyment and originality of the content produced by Bimah Naveen on the Instagram platform on the emotional involvement of customers. Also, the present study examines the effect of emotional involvement of customers on the intention to repurchase and the intention to follow the recommendation with the mediating role of word of mouth advertising. Electronically paid. The research method is descriptive-correlation in nature. The statistical population includes customers of the new insurance company who are followers of this company's Instagram platform. 335 people were selected as the sample size. The research sampling method is purposeful. The collected data were analyzed based on structural equation modeling with PLS software. The results showed that perceived pleasure and perceived authenticity have an effect on the emotional involvement of customers. Also, the emotional involvement of customers has a positive effect on word-of-mouth advertising and repurchase intention. Word-of-mouth advertising has an effect on the intention to follow the recommendations sent and the intention to follow the recommendations sent has an effect on the intention to buy again. Also, the results showed that word-of-mouth advertising does not affect repurchase intention.The results of the present research provide a better understanding of the role of emotional involvement of customers with the content posted by the novin insurance company on the Instagram platform.

In recent decades, problems with the world's ecosystem have increased to an extent that any of them can lead to an environmental disaster Today, global pressures have forced organizations to produce environmentally friendly products and services. Therefore, paying attention to the environment and eliminating the factors that cause environmental pollution has been the focus of many societies. In this regard, the current research has been conducted with the aim of evaluating the relationship between green transformational leadership and green creativity through mediating variables of green intrinsic motivation and the interaction of the creative process. This research is applied in terms of purpose and descriptive-survey in terms of nature. In this research, a standard questionnaire was used to collect data.Green intrinsic motivation and the interaction of the creative process have had a positive and significant effect on the green creativity of employees. Also, the results show that green transformational leadership is indirectly effective on the green creativity of employees through the mediators of green internal motivation and the interaction of the creative process. Green innovation strategy moderates the relationship between green transformational leadership and creative process interaction in Isfahan municipalities. However, the moderation of green extrinsic motivation on the relationship between green intrinsic motivation and green creativity of employees was not confirmed.

In the current century, the IT sector has become one of the most interesting sectors to study due to its dynamic nature, especially with the changing needs of the banking sector. On the other hand, customer retention is one of the major challenges of banks. Therefore, developing effective methods to retain existing customers is essential for any bank. Therefore, in line with the importance of this issue; The purpose of this research is to identify the factors influencing the successful experience management of generation Z customers in the electronic banking of Tejarat Bank. The current research is qualitative and was conducted using thematic analysis method. The statistical population of the research is elites in the field of banking and customer relationship management, 12 people were selected by the purposeful sampling method, and the adequacy of the sample size was done based on information saturation in semi-structured interview, thematic analysis. The content of the collected materials was coded and the conceptual-content subgroups of factors influencing the successful experience management of Generation Z customers were identified, and after the analysis and coding of all the interviews, the extracted codes and themes were provided to relevant professors who were outside the research. To match labels with textual units, themes and conceptual clusters. Results Based on the findings, by analyzing and reviewing the interviews, 9 concepts under the title of causal conditions were extracted from the received codes, which include software facilities, individual factors, customer perception of the service system, online facilities and facilities, service access platform, previous customer experience. , quality of online services, variety of online services, easy access.

Due to the fact that customer expectations are constantly increasing, organizations are required to go beyond the basic needs of customers, meet customer expectations, and shift their focus from merely satisfying customer needs to building loyalty and trust by creating long-term relationships. , mutual and profitable (quality of communication) for both parties. With the understanding they have gained of the importance of customer satisfaction, organizations are gradually moving away from traditional marketing and tending towards relational marketing. ; Therefore, the purpose of this research was to formulate and validate the relational marketing model in the banking industry of Iran with the approach of building trust and building customer loyalty with a mixed approach. Quantitative) has been analyzed. In the first stage, qualitative method and in-depth interviews were used to identify the components of the model. In the qualitative part, there are 15 university experts who were selected in a targeted way. In order to analyze the data of the qualitative part, the theme analysis method was used using MaxQuda software. Next, in order to fit the model designed in the qualitative part, a quantitative method with a structural equation modeling approach was used. The participants in this section included 384 customers of Bank Mellat in Hormozgan province, who were selected using the available probability method. The tool of data collection in the quantitative section was a questionnaire based on the findings of the qualitative section, whose validity and reliability were confirmed. Quantitative part data analysis was done by pls4 software. The results of the qualitative part showed that 15 interviews, including 7 main categories and 16 subcategories and 60 codes, were identified for developing the relational marketing model. In the quantitative section, it was found that there is a significant relationship between relational marketing and its factors, and the designed model has an acceptable fit. Relationship marketing is an old idea with a new approach. Because of the significant benefits of relationship marketing, companies are moving towards choosing relational interactions over isolated interactions. Individual interactions are formed in the short term and relational interactions are formed in the long term. Relational interactions are preferred to isolated and short-term relationships due to the increased competitiveness of companies. Relationship marketing largely depends on the customer's attitude towards the service organization, commitment and performance and communication of the employees.

Value-based organization relies on values to create value, values that translate the expectations of the organization''s stakeholders. The purpose of this study is to investigate the effect of value-based organization on the value creation in Knowledge-based companies with the mediating role of work ethics. The statistical population of the study included 530 managers of Knowledge-based companies of Science and Technology Parks in Tehran, of which 222 people were selected using Cochran''s formula as an example. The standard researcher-made questionnaire was used to measure the research variables and the reliability of the questionnaire was confirmed by Cronbach''s alpha. After analyzing the data by PLS software, it was found that the value-based organization, both directly and through ethic values as one of the values emphasized by the organization, causes the value creation and improves the relationship of the organization with the stakeholders related to the communication network. Compliance with ethical issues and organizational values improves the image of the organization in the eyes of direct and indirect stakeholders and strengthens the future of the organization. Also, upstream organizations are expected to provide a way to create more and more value for knowledge-based companies in order to resolve conflicts of interest and comply with ethical issues in the business network.

Today, producing excellent and engaging content is one of the most important challenges and the main priority of marketers. The purpose of this article is to formulate a qualitative model for promoting the content marketing of Iranian sports goods, identifying and screening the most important indicators with the Delphi technique, and ranking them.

The research method is based on data search, of mixed type. The qualitative part has been carried out using the data theory of the Strauss and Corbin Foundation with in-depth interviews of 12 experts. The middle part has been extracted using the Delphi technique to ensure the indicators, it has been done through a Likert scale questionnaire by a panel of experts consisting of 10 experts, and the quantitative part of rating the indicators from the experts' point of view has been done with Friedman's descriptive-inferential test.

The interviews were coded in the qualitative section, which includes open coding (104 codes), central coding (68 codes), and selective coding (27 codes) of 5 categories (causal conditions such as marketing strategies, background factors such as the development of Communication, intervening factors such as the development of SEO, effective strategies such as the development of research and research and the resulting consequences such as the development of sports economy) and a qualitative model have been designed. In the middle section, through the Delphi technique, in order to coordinate the identified indicators, the Kendall coefficient test was used in the SPSS software, after identifying and screening the indicators with the Delphi technique, 6 indicators were identified, in the quantitative part of the research Friedman's test of indicators is ranked: Development of SEO, development of media and social networks, prohibition of hoarding, cooperation between marketing and sales units, development of research and studies, resolution of tension between marketing and sales units due to cultural conflicts. Based on this, the SEO development factor has been assigned the highest rank, it can be concluded that companies and marketers should pay more attention to the development factor of SEO and use (white hat SEO) methods to increase profitability.

Customer intention not to turn over the company and emergence of citizenship behaviors by them are among the behaviors that can have a great impact on the success of the organization. Therefore, studying the factors influencing the formation of these behaviors is very important. The purpose of this study was investigating the effect of customer-brand identification and corporate social responsibility on customer citizenship behaviors and customer turnover intention where in mediating role of social capital was also examined. This research was applied in terms of purpose and descriptive in terms of implementation method. The statistical population of the present study is Sepah Bank customers in Tehran and the sample size was selected 384 people based on Cochran's formula for an unlimited population, which was selected by cluster random sampling method, so Tehran city was divided into four regions (north, south, east and west) and then branches were randomly selected from these regions. The required data were collected by a questionnaire and analyzed based on structural equation modeling method using SPSS and Smart PLS software. The results show that the positive effect of customer-brand identification on customer citizenship behaviors was not confirmed, but corporate social responsibility has a positive effect on customer citizenship behavior and customer citizenship behavior also has a positive effect on customers turnover non intention. At the same time, the mediating role of social capital in the relationship between customer-brand identification and the corporate social responsibility on customer citizenship behaviors was confirmed.

The founders of the investment treaty system, as well as many current proponents, have expressed how treaties allow developing countries to de-politicize investor- government disputes. That is, to protect trade disputes from broader political and diplomatic considerations with developed countries. While this argument is more widely accepted by economic and legal researchers and explicitly promoted by exporting countries. The present study aimed to investigate the effect of investment Treaties on the De-Politicize of Foreign Investment Disputes with the approach of legalization, diplomacy and development. In this regard, a hypothesis with the same theme was explained and 127 differences in a ten-year period from 2009 to 2019 in the Iranian economy were studied and analyzed. the results showed : a ) Developing countries are usually encouraged to bitrate investment treaties in exchange for less politicization of their investment disputes. b ) While governments frequently intervene in the disputes of the developing world, powerful governments seldom use explicit threats or sanctions in investment disputes. This marks an important shift in investment diplomacy since the period in which the system of investment treaties became apparent. c ) More aggressive diplomatic interventions in the past have often been manifested in disputes over expropriation, but such disputes occur much less frequently today and are replaced by more subtle disputes over contract terms and regulatory changes.

This study aims to explain the model and examine the relationship between organizational factors (transparency of goals, transformational leadership, job characteristics) and non-organizational (religious socialization, family socialization, personality traits, political ideology, professional identification and characteristics Demographic) was motivated by public (government) services.

Research design: 

The present study is a descriptive-correlational research in terms of applied purpose and in terms of the type of research. The sample size includes 324 employees of municipalities in Khorasan Razavi province, and this number of samples were selected by multi-stage cluster sampling. The required data were collected through a combination of public service motivation, organizational and non-organizational factors questionnaires and the reliability coefficient (Cronbach's α) for the questionnaires was 0.822, 0.815 and 0.795, respectively. In order to ensure the fit of the indicators with the components (validity review), expertise test and heuristic factor analysis have been used and in order to analyze the data, modeling has been used. Data were analyzed using SPSS and Amos software.

The results showed that there is a significant relationship between organizational and non-organizational factors with public service motivation and the relationships were confirmed in the research model and in the end, based on the research findings, some suggestions were presented.

Research innovation: 

Recognizing the factors and measuring the impact of various factors on public service motivation are among the important and up-to-date issues in the field of employee motivation.Keywords: public service motivation, organizational factors, non-organizational factors

Environmental issues, such as global warming and climate change, are driving consumers to change consumption behaviors. For example, the purchase of green products has increased in recent years. The purpose of this study was to investigate the effect of health consciousness, religious environmental values, subjective and personal norms, and personality on the purchase intention of the home energy management system and also to investigate the effect of the purchase intention on the willingness to pay for home energy management system. This research is applied in terms of purpose and descriptive survey in terms of nature. The statistical population of this study is energy-efficient appliances customers in Iran who are at least 18 years old and have a diploma. The sample size was 384 people based on the Morgan table. An online questionnaire was used to collect data. The validity, and reliability of this questionnaire were also confirmed. To analyze the data from structural equation modeling with the partial least squares approach. The results showed that subjective norms, personal norms, and the personality trait of openness influence the purchase intention, and the purchase intention leads to the willingness to pay. The research findings provide important research and practical suggestions to green product manufacturing companies, construction companies, marketing managers, architects, and building engineers.

In today's turbulent and highly competitive environment, company founders and entrepreneurs face various challenges in starting and managing businesses. Business coaches can play an important role in helping them understand business blind spots, challenges and obstacles and build personal brands.Individuals, like organizations, try to build a strong and well-known brand of themselves and their capabilities in various scientific, political, social, cultural, etc. fields. With the emergence of social networks in the business space of education, personal branding, It is more challenging and important than before, so this research has been done with the purpose of personal branding in social networks in the field of educational services. The applied research method is fundamental and practical in terms of its purpose and exploratory in terms of its nature, and the technique used is using database. The tool used was a semi-structured interview with experts in the field of education in the form of a targeted snowball, and the data was obtained after the 20th person reached saturation. , consequences, and the main category. The consequences indicated that the implementation of personal branding in the field of education will lead to 4 important results, market expansion, market leadership, increasing profitability, and audience attraction. Also, the obtained strategies show uniqueness, up-to-dateness, sociability, professional behavior, dynamism, new marketing, effective communication, branding management, and self-awareness that educational instructors should use these strategies for their personal branding.

Therefore, the impact of culture on economics is due to the importance of all norms, examples, behavioral patterns, and the consequences of hidden and hidden behavior that are obvious social groups, and these norms and patterns to internal and external solidarity and functional power of a group. It is dependent, and since the specific and general solution of the experienced, the issue of adapting to the economic, physical, and so on, shows the environment, so addressing this important in all human societies seems to be essential. Investigating and analyzing the mediating role of culture in the development of culture economics in Islamic society of Iran. The present study is a descriptive research type used using a descriptive method, as well as an applied research that is fully considered practical and practical aspects of real issues and objective use of the research results. The results of the study showed that the examination of the quality of life led to the examination of the factors and parameters effectively. Therefore, cultural references, which are a kind of qualitative developments in the formal and social life, are in accordance with the influencing factor in the impact of the impact and the influence of each of the cultural factors in the economy and the economy. Increase development in a country such as the Islamic Republic of Iran.

The remains of chemical compounds have adverse environmental consequences such as water and soil pollution, as well as problems with the health of human and other living things. Entrepreneurial marketing can launch and lead new businesses on the production and sale of organic products by integrating various sources such as capital, management, specialized knowledge and land. The purpose of the present study is to provide an entrepreneurial marketing model of Iranian organic farming. The present study is fundamentally exploratory, in terms of the exploratory nature, in terms of qualitative information and the foundation's data technique. The summarized model shows that community health, entrepreneurial social responsibility, entrepreneurial marketing management, public awareness and legal requirements are among the beneficial conditions affecting entrepreneurial marketing; The geographical diversity of the country is part of the underlying conditions; Corona, the economic failure of the community and the cost of the organic products among the interventionist factors; Paying attention to customer demands, green packaging, design and production of green products, creating competitive advantage, branding, government policy and modern marketing are among the entrepreneurial marketing strategies; And profitability, customer satisfaction, promoting local farmers' livelihoods, enhancing cultural identity, enhancing entrepreneurship capacity and increasing employee motivation are among the consequences of entrepreneurial marketing.

Research in the field of start-ups, due to the growth of competitive markets in this sector, has realized the intensity of changes in the field of competition, the need to recognize and use opportunities in time, but due to the lack of a modern and specific model in research that paves the way for them in In this way, they cannot use the available opportunities properly. Therefore, it is necessary to develop a model to accurately identify opportunities with an entrepreneurial marketing approach in startups. The current research seeks to develop the entrepreneurial marketing model in startups and has used the foundation's data strategy, which includes open, central, and selective coding, in order to achieve the model of the research model. The present research method is applied in terms of purpose, with a qualitative-exploratory approach, and in terms of implementation, it is done using database technique. The tool used is a semi-structured interview with experts in this field, whose number was selected using targeted snowball sampling based on the principle of saturation. The researcher of the research findings from the interviews and coding that Shalma divided 10 main categories and 20 sub-categories into six sections including causal conditions consisting of customer orientation, selection and training, background conditions consisting of the arrangement of entrepreneurial constraints, intervening conditions of managerial factors, central conditions Consisting of entrepreneurial orientation and entrepreneurial attitude, it has presented strategies consisting of organization strategy, mental image and advertising, and consequences consisting of competitive advantage (differentiable and relative).

This research has tried to answer the basic question, "What is the pattern of banking service policy with the innovation ecosystem approach in state banks?" The main goal of the current research is to provide a model of banking service policy with an innovation ecosystem approach in state banks. The research method used in this research was mixed (qualitative-quantitative). The statistical population includes academic experts as well as experienced managers and experts of the country's state banks. The sampling method in this research is the snowball sampling method. Finally, 16 people participated in the research interviews. The main tool for collecting research data has been semi-structured interviews. Theme analysis method was used to implement the conducted interviews. A total of 120 codes were identified in the form of sentences, pseudo-sentences and words, which were categorized into 20 sub-themes and 6 main themes. Then, using the opinion of experts, the identified elements were designed in the form of innovation ecosystem of banking services in Iran's state banks. In this research, it was found that the state banks of Iran urgently need innovation in services in order to strengthen their competitiveness, and in this way, they need an ecosystem of elements that will always witness innovation in services as a result of their interaction with each other.

Rapid technological changes, increasing global risks, globalization and privatization expectations are among the environmental features that organizations have always faced and to achieve success in this environment, agile features are the basis for creating a competitive advantage for it. They happen. Agile supply chain has always been used as a critical strategy for organizations to face the instabilities in dynamic business environments. In this research, focusing on the agility of the supply chain of the country's health industry and investigating the effect of its intelligentization, an attempt was made to create a dynamic model in the first step in order to simulate the behavior of the supply chain by using the variables extracted from the research literature related to the agile supply chain and experts' opinions. The health industry of the country should be created and then based on this, by identifying the existing gaps between the current situation and the desired situation, these gaps should be reduced as much as possible by presenting scenarios. System dynamics method and Vensim DSS software are used for modeling. The results of this research show that the greatest impact in the process of reducing the identified gaps in this direction can be created in the country's health industry by focusing on supply chain automation and intelligent communication.

Despite the economic crises caused by globalization of markets and the pressure of competition, online businesses are expanding day by day in the world and the Internet technology platform has made setting up and creating it easier and faster. Smart e-marketing is a new way of doing business electronically using networks and the Internet. The purpose of this study is to investigate the effect of smart e-marketing on business buying intention (B2B) mediated by e-entrepreneurship. The statistical population of this research is the customers of B2B companies (Safflower Industrial Group) in the Middle East. The sample size was 384 using Cochran's formula which were selected by simple random sampling. This research is applied in terms of nature and in terms of descriptive correlation method. In this study, Spss and warp-Pls software were used to analyze the data. The results of this study showed that smart e-marketing has a significant effect on business purchase intention with the mediating role of e-entrepreneurship.

Organizations with the organizational resilience approach in human resource management as the unit that has the most impact on the effectiveness of organizational growth can be the organization's ability to predict, avoid and adjust positively against disturbances and environmental changes, the consequences of this crisis in The field of human resources should be reduced by introducing the role of electronic management. At first, the indicators related to organizational resilience in crisis conditions have been extracted by in-depth study in the theoretical literature and the backgrounds of previous studies that investigated organizational resilience in crisis conditions. Then, using the fuzzy Delphi method, we screened the set of identified indicators, and finally 18 indicators were identified as the main indicators in the organizational resilience approach to provide the electronic human resource management model, after that, using the AMOS method (model structural equations) the desired model has been fitted to know how organizational resilience indicators can be understood for the configuration of the electronic human resources management model. Then, using the fuzzy AHP method, the indicators were ranked. The statistical population of the research consists of university professors and relevant experts, managers and senior experts in the field of e-business who have expertise in the subject of research, since the group of experts is used in this research. The results of the structural equation model showed the good fit of the model, and the results of the fuzzy AHP showed that the most important indicators are: knowledge management, information sharing, responsiveness and adaptability, organizational commitment, predictive power, flexibility, creativity, and agility. Organization.

In today's world, social networks are considered one of the most important and influential media. Communication and message transmission has taken on a new meaning with the introduction of virtual social networks. The final goal of the current research was to present the fit of the electronic brand model of social networks with the approach of electronic businesses in the clothing industry. This research is practical in terms of purpose and is a quantitative method. The community of this research is all customers of Digistyle online store, whose number is uncountable. The sampling method is a simple random method, according to Cochran's formula, there are 384 people. The method of measuring structural validity and with the help of SmartPLS.3 software, the factor analysis of the dimensions of the research has been done. The electronic brand model of social networks with the approach of electronic businesses in the clothing industry, including participation in social networks, quality of service delivery and development, brand awareness, attitude, website or application quality, brand value creation, reputation of the clothing seller company, benefit Perceived, company's offline point of sale, marketing and opportunism, brand, social responsibility, socio-cultural norms, perceived risk, social conditions, support, recommendation of famous people, recommendation of others, brand personality, strategy development, influencer marketing, quality of information presentation. About clothing, brand positioning on Instagram, customer relationship, information technology, transaction security, brand performance, recommending to others, repeat purchase, loyalty, paying attention to strengths and weaknesses in 5 main categories of causal conditions, background factors, intervention factors They are strategies and consequences. The results of the model fit show that this model has a good fit in which the existing assumptions were confirmed.

The purpose of this study is to provide a model to identify the factors affecting the entrepreneurial government. The current study is a mixed method and exploratory mixed research design. In the qualitative phase, by reviewing and evaluating the studies conducted on the subject and in-depth interviews with experts in the field of entrepreneurship and the entrepreneurial government, the necessary information was collected, and by using the grounded theory analysis method, coding and categorization were done and conceptual models were presented. The quantitative part of the study was based on the structural equation modeling method, for this purpose, the data collected from the researcher-made questionnaire based on the model derived from the qualitative phase of the study was evaluated using Lisrel software. The results of grounded theory showed that the pattern of factors affecting the entrepreneurial government includes 144 open codes, 25 central codes, and 6 selective codes. In the quantitative part, a researcher-made questionnaire consisting of 78 items was provided to 320 senior educational managers and prominent professors in the field of management. The results of structural equation modeling showed that there is a significant relationship between the main variables of contextual factors, causal factors, strategies and intervening conditions with the central category of entrepreneurial government and also between the central category of entrepreneurial government and government performance at the 95% confidence level.

Success and gaining a competitive advantage in the highly competitive world of the information and communication era depends on having satisfied and committed employees to the organization. Hence, organizations increasingly need members who believe that their organization is a good place to work and that they are adequately supported. Hence, organizations increasingly need members who believe that their organization is a good place to work and that they are adequately supported. This causes the employees to have a proper job performance and strive beyond their official duties. Such behavior is called organizational citizenship behavior or good soldier syndrome. In today''s competitive world, it is more necessary than ever for organizations to differentiate themselves through their intangible assets. The purpose of this research is to investigate the impact of the organization''s support from social capital on the commitment and performance of Bank Mellat employees. In this research, which is a descriptive-survey study, the statistical population investigated in this research is 250 employees of Mellat Bank in Tehran. Sampling of the community was done according to the relevant ratio. 200 employees of Bank Mellat answered standard questionnaires. Finally, the data were analyzed using the structural equation test and PLS software. The results showed that organizational support of social capital has a favorable effect on commitment, job performance and organizational citizenship behavior.

These days, with the advancement of technology and the change of society's culture, seeking to provide better services and higher quality in the field of health, medical centers are also trying to establish their position as a strong and reliable brand in the minds of people. But the position of the brand of medical centers is very complicated due to the special importance of health and must be managed with care and attention to details. The purpose of the current research is to design and develop a local model to strengthen the brand position of Imam Sajjad Yasouj Hospital. In terms of the research philosophy of the rationalism paradigm, this research is placed in the category of exploratory mixed research. The current research was conducted using the Delphi method. Also, in order to confirm and agree on the components, the factors extracted from the research literature were provided to the experts through Delphi questionnaire. The statistical population in the Delphi section includes 30 experts, experts and long-term experts, professors in the field of marketing and senior managers of the country's hospitals, who were selected by targeted non-probability sampling. Based on the literature review, 29 sub-factors were identified in the 9 main factors to design the development of the native model of brand positioning. The results of this research can be used as a model to implement the brand position and contribute to the greater competitiveness of Imam Sajjad Yasouj Hospital in the health market.

It is unrealistic to think that foreign companies only have rights in Iran's legal system, because there is no rights-oriented approach to this matter in any legal system, but what exists are obligations along with rights. . Of course, these obligations can be at three levels, which can be considered as legal obligations, contractual obligations, and customary obligations. Apart from the contractual obligations and customary obligations that are not discussed in this treatise, the obligations imposed on foreign companies by law are more important. These laws can be both at the level of the constitution, at the level of ordinary laws, and at the level of regulations and guidelines. Non-registration of foreign companies according to the existing laws in the commercial law systems of each country should have the guarantee of various legal, criminal and even administrative enforcements. In this regard, this issue is mentioned in the regulations of the World Trade Organization and especially in the Agreement on Tariff Measures - which governs tax tariffs - and discrimination in the registration of foreign companies as a violation of the obligations of the member states of the Trade Organization. The world knows. The thing that needs to be noted regarding the registration of foreign companies is that due to being within the territory, each government has chosen its own laws and regulations in the field of legal enforcement guarantee.

The main issue of the research is how much the country's media (press, news agencies, news bases and radio and television) use social networks (Telegram, Instagram, Twitter and Soroush, Yes and Ita) to advance their goals and missions and attract audiences. The research was conducted with the content analysis method and its statistical population included all the country's media, including 11,000 publications, news and news agencies, and 80 radio and television networks. Researcher Exley created 16,800 cells, including 400 selected media and 6 social networks. 7 indicators are included in it. In order to analyze the research data, descriptive and inferential analysis methods were used, and Smart PLS 3 and SPSS25 software were used for data processing. The findings of the research show that news sites and news agencies in Iran pay more attention to social networks than print media and radio and television networks, and the main social media of radio and television networks among all types of domestic and foreign media and social networks is Instagram. In the presented model for the presence of Iranian media and media writers in social networks, there are three basic and important parts: content, network and interaction. The content that is uploaded in social networks and media channels and pages in social networks should be reproduced, redesigned and selected by a professional and expert team and published in different networks and platforms.

The purpose of this study is to design a hybrid model of employee compensation in public sectors. The approach of the current research is qualitative, and the seven-step hybrid method of Sandelowski and Barroso was used. Current research by referring to all sources related to employee compensation and necessary factors related to it, including 870 articles, books and theses from reliable domestic and foreign sources published from the scientific database in the period of 1390-1401 solar and 2010 It has been done until 2022. Then, taking into account the degree of connection with the research subject, the primary sources of screening and the number of 35 sources were selected and coding was done on the concepts extracted from them. In total, based on the results of a systematic review with a meta-combination approach, two optional codes (internal and external organizational factors) and 8 central codes (salaries, performance and recognition, career path opportunities and advancement, work-life balance, benefits, factors social, psychological factors, managerial dimension) have been extracted. The largest number of studies are related to rewards, motivation, salaries and wages in employee compensation. In order to measure the reliability and quality control, the Kappa method has been used, and the value of the Kappa index was calculated for the employee compensation factors, which is at the level of excellent agreement.

Neuromarketing with the aim of explaining the role of hidden parameters in a person's subconscious that can lead to purchase decisions will help to improve the advertising and sales approaches of companies and organizations. Due to the fact that fast-moving supermarket products create a high turnover for industry owners, it is especially important to pay attention to the elements of neuromarketing among a huge number of products of the same category. In this research, a conceptual model with dimensions including the role of immediate emotions and emotions stimuli, product visual stimuli, product content stimuli, contrastability and self-centeredness is presented and evaluated. This research is qualitative and peer-reviewed, and it was carried out with the help of defining a questionnaire with 6 dimensions and 30 items, which quantifies the data with the help of a 5-parameter Likert scale. The statistical population of the research consisted of 280 people in the age, occupational, educational, and both gender and work history categories to lead the entire statistical population of supermarket goods consumers. The results of the test showed the effectiveness of the proposed model by proving the dimensions of the emotional visual stimuli and contrast and self-centeredness of the customer, while the effect of stimulating attention to the beginning and end of the presented content was not verified correctly. The results of the evaluations with a significant coefficient and a reliable correlation showed the relationship between the recruitment of the young generation in the age group of 40-20 years and master's and bachelor's degrees as the most effective group of neuromarketing variables.

Today, due to the increasing growth of the emergence of companies and the increasing trend of acceptance of companies in stock exchanges among all countries, the capital market, stocks and shareholders have become important issues, and companies need to attract shareholders and investors to remain in the capital market. The cash conversion cycle refers to the time required between the purchase of raw materials and the collection of funds from the sale of manufactured goods. Cash conversion cycle management is considered as a basic factor for working capital management. The purpose of this article is to examine the cash conversion cycle and financial performance and its impact on marketing. The statistical population of the research includes companies admitted to the Tehran Stock Exchange during the years 1393-1400. In this research, operational cash flow criteria including inventory circulation period, receivables collection period and creditor deposit period, operational cash flow criteria including cash conversion cycle are considered. In this research, which uses panel data with fixed and random effects, the results of the analysis of companies' data using multiple regression at the 95% confidence level show that the period of inventory circulation, the period of collection of claims, the cycle Cash conversion has an inverse relationship with the financial performance of companies.

Today, auditing plays an important and sensitive role in societies. One of the roles of auditing is to create added value for the company by reducing the cost of financing or increasing the company's stock price. Considering the importance of audit, it seems necessary to pay attention to audit risks. Future planning of the independent auditing profession is the main existential gem of the future of auditing. The future that is mixed with the evolution of e-commerce and is caused by the tremendous changes in the nature of the independent audit profession and is generally caused by the set of fundamental changes in the environment that shakes the framework of accounting and auditing standards. The research method based on the type of research is also a type of mixed research, which is partly qualitative and partly quantitative, and based on the objective, it is considered to be of the applied type and based on the descriptive-survey and exploratory data collection method. In this research, after identifying the factors shaping the independent audit profession in the context of e-commerce evolution, three scenarios with the titles of smart audit, social learning and knowledge recovery were obtained. According to the conditions of the factors shaping the strategic future of the independent auditing profession in the framework of the evolution of electronic commerce in terms of effectiveness and effectiveness, the second scenario (smart auditing) was proposed.

One of the characteristics of the present era is its rapid changes. These changes have a direct impact on people's lifestyles and lead to the emergence of new demands. Pharmaceutical companies are constantly revising their business strategies to meet the many challenges ahead and compete in the market. Outsourcing is a popular method for pharmaceutical companies to increase operational efficiency, expand geographic presence and increase profitability. The current research has been carried out with the aim of designing a strategic outsourcing model in Iran's pharmaceutical industry. The qualitative research method is based on foundational data theorizing. Semi-structured interviews were used to collect information, and data analysis was done using the Strauss and Corbin method and the paradigm model. Sampling was done theoretically and with the benefit of targeted (judgmental) and snowball (chain) techniques, based on which 18 interviews were conducted with knowledgeable professors and experts in the field of business management, business, economics, and pharmaceutical industry experts. The country was implemented. The results of the analysis of the data obtained from the interviews during the process of open, central and selective coding and using the Maxqda 2018 software to create a strategic model of outsourcing in the pharmaceutical industry based on the foundation's data theory including 6 main dimensions, 46 sub-dimensions and 119 characteristics of the concept resulted.

The fashion industry is one of the growing and popular industries in the world, but at the same time, it is a transient and constantly changing phenomenon. The current research on the topic of designing a model of brand equity in fast fashion clothing is based on the data theory of the foundation. This research is of a qualitative type and with an inductive approach, which has designed the model using the research strategy of the Foundation's data theory and the systematic design of Strauss and Corbin. The statistical population of this research consists of 16 managers of Iranian clothing brands as well as marketing and branding professors, whose selection was based on the snowball method. Data collection was done by in-depth interview and analysis of interview data was done based on open, central and selective coding. The findings from the data are summarized in the three dimensions of conditions, interactions and consequences. Market research, brand identity and personality are causal conditions, and brand awareness, positive image of the brand and perceived value play the central role of the phenomenon. Internal branding, public relations and advertising, along with marketing strategies as strategies, play the role of facilitating the realization of phenomena into outcomes. Economic factors, legal factors, foreign competitors and influential groups also play an intervening role. Infrastructures and culture constitute the land factors that exist in the context of the discussion.

Technology transfer is an important element of the relationship between construction companies, especially in the international construction industry, and in construction, it is a source of creativity that enables the design and construction of the company with new technologies. The process of technology transfer is based on value and Product protection. Technology transfer (technology transfer) has become increasingly important since the formulation of the International Code of Practice for Technology Transfer by UNCTAD in 1985 and has become a preferred platform for bridging the gap between developed and developing countries. At the same time, International Joint Ventures (IJVs) have been proposed as a tool to change the perception that contractors in developing countries can position themselves to receive technology from their developed counterparts. So far, technology transfer has been studied through a variety of theoretical lenses. However, predominantly, the perspectives used have assumed a linear process, viewing technology as merely a destination and effectively ignoring the multiple interactions in technology transfer. A counterargument has been proposed to observe technology transfer, which is a process of social-technical interactions that relies on learning. With the presented results, it raises the importance of studying technology transfer as a system of socio-technical interactions on a construction project in order to understand how learning plays a role in this process.

According to the purpose and nature, this research was a mixed research (qualitative-quantitative) in terms of method. Also, since this research aims to design a framework for optimizing financing solutions in the supply chain of petrochemical industries, with an emphasis on financing strategies and capital structure, it is exploratory. The statistical population of the qualitative part is academic experts and senior managers of petrochemical companies located in the Special Economic Zone of Bandar Mahshahr Petrochemical and the statistical population of the quantitative part of the research includes managers and experts of petrochemical companies located in the Special Economic Zone of Petrochemical Bandar Mahshahr. The sample size was determined in the qualitative section until data saturation and in the quantitative section based on Cochran's formula, and random cluster sampling was used to select the samples. The data was analyzed with SPSS and Pls software. The results showed that according to the influence-dependence diagram, the variable "factors related to the company's strategy" has a high influence and has a low influence, and it is in the area of independent variables. The variables of "Using new communication and information technologies" have a high influence and degree of dependence, so they are linked variables. The two variables "business operating system and financing methods" also have high dependence but little influence, so they are considered dependent variables. The variable "factors related to the company" is also placed in the first quarter, which is the autonomous region.

The present study seeks to answer the question whether ideological inconsistency and poor service have a mediating role in relation to the antecedents and consequences of brand hatred in the banking industry of Iran. This research is in the category of quantitative research, which is applied in terms of purpose and is descriptive in nature of correlation type. The statistical population of the research is made up of customers of Melli, Mellat, Saderat, Tejarat and Sepeh banks in Mashhad. After distributing 523 questionnaires and separating uncompleted and incomplete questionnaires, 384 questionnaires were collected and used as the basis for analysis. To collect data, a researcher-made questionnaire with 38 questions was used, and the CVR index was used to check its content validity. After that, the face validity was checked and confirmed with the opinion of the sample members and its construct validity with the AVE index. The reliability of the questionnaire was confirmed using Cronbach's alpha index and composite reliability. Data analysis was done using SmartPLS software and the results indicated that ideological inconsistency and poor service in relation to antecedents (past negative experience, symbolic incompatibility and high risk) and consequences of brand aversion in Iran's banking industry has a mediator role.

The purpose of this research was to present an effective model based on the role of good governance in facilitating Iran's business models. This qualitative study was conducted in Tehran and 15 professors and experts were selected by snowball sampling method. A semi-structured individual interview was used to collect data. In order to analyze the data, the method of qualitative content analysis with a conventional approach was used. The present research method is descriptive-analytical of the content analysis type. The indicators evaluated in this research based on the opinion of experts include the components of the right to express opinions, political stability and avoidance of violence, government effectiveness, quality of laws, rule of law and corruption control. The results obtained from the collected data according to the analyzes conducted on the interviews using Spss and Smart PLS version 2 software and show that most of the hypotheses have been confirmed based on the results obtained. In the first model, the greatest impact on the facilitation of the business environment is related to the component of the right to express opinions, and the least impact is related to the rule of law component, and in the second model, the greatest impact is related to the quality of laws and the effectiveness of the government, and the least impact is related to the rule of law. , corruption control and political stability and avoiding violence.

This research presents the design of the game marketing model based on SOR. This research is practical in terms of approach. In terms of nature, it is included in mixed methods (exploratory-descriptive). Research data has been collected through five-choice Likert questions included in the research questionnaire. In this research, in order to analyze the data obtained from the questionnaire, according to the statistical needs, SPSS.V24 statistical software and pls.V3 structural equation software were used in the form of descriptive and inferential statistics in the form of linear and multiple regression. The collection tool in the qualitative part will be semi-structured interviews with specialists and experts. The statistical population of this research in the qualitative part includes 10 faculty members in the management field of Islamic Azad University, Qazvin branch, and experts. In the quantitative part, Cochran's formulas were used to select the sample size, which number is 384 people for the unlimited community of DigiKala customers. The statistical sample based on the snowball technique will advance to a certain extent until the data reaches the saturation limit, the research results showed. that the variables of game marketing stimuli on its organisms (0.599), game marketing organisms on its responses (0.241) have a significant effect on Digikala customers.

Extensive global changes in the banking services sector have led to increased competition in this industry. On the other hand, reputable banks in the world use a comprehensive banking strategy to deal with these competitive pressures. In Iran, where banks have been run based on the Islamic banking model for years, they have turned to different marketing strategies, including customer experience management, to compete with each other. The current research aims to present a paradigmatic model of the experience of Islamic banking customers based on the comprehensive banking approach, using the systematic approach of the foundation's data theory. The research method of this article is qualitative-exploratory and with the foundation's data paradigm approach. In order to collect data, a semi-structured interview was used according to the paradigm model. Sampling was done by targeted and snowball method, which was done with the opinions of 23 banking industry experts. The findings obtained during the process of open, central and selective coding, including causal, contextual, interventional factors, strategies and consequences, led to the identification and classification of 6 main structures, 20 categories and 68 subcategories. The findings showed that three main factors, including employee empowerment, innovation and development, have an impact on the experience of customers in Islamic banking. The strategies identified in this research are defined in four groups for retail, exclusive, corporate and investment customers. Finally, the consequences of Islamic banking customers' experience are divided into three human, organizational and financial groups based on the comprehensive banking approach.