فصلنامه تحقیقات بازاریابی نوین
سال دوازدهم شماره 3 (پیاپی 46، پاییز 1401)

Considering the competition of tourist destinations in order to attract tourists and influence their decisions and selections, addressing the issue of destination image and the factors affecting its strengthening are of the necessities of tourism marketing. In this regard, one of the new strategies is to use spiritual marketing. Since spiritual marketing is about people's moods and emotions, there are several strategies for implementing it, each of which focuses on one or more spiritual variables that target people's emotions. Since part of the physical and mental peace and excellence that traveling brings to the tourists is related to human relationships with the Creator and other human beings (Sabaghpour Azarian et al., 2019), two of the spiritual variables that seem to play a role in the formation and strengthening of the destination image are place attachment and emotional solidarity with residents. Therefore, due to the weakness of the research background, the aim of this study was to identify the relationships between place attachment, emotional solidarity with residents, and finally cognitive, emotional, and conative destination image so as to increase knowledge in this field and provide solutions to improve the destination image.

      Due to the existence of many choices as tourist destinations, the use of marketing strategies in order to find an effective position in the tourist's mind is very important for tourist destinations. These strategies should be in a way that shows the destination in the customer's mind different from competitors. Achieving this goal can be achieved by creating an attractive image of the destination in the tourist's mind. The image of the destination is the concept that is formed in the tourist's mind about a place. In other words, the image of the destination includes two general aspects; One is mental and the other is behavioral. The mental aspect of the self includes two cognitive and emotional dimensions. The cognitive image of the destination refers to knowledge and beliefs about a destination. The emotional image is related to the feeling that the tourist has of a tourist destination, and finally, the behavioral aspect of the destination image, is known as the action image. It refers to the reflection of the destination image in the tourist's behavior. In this research, the image of the destination has been examined in three cognitive, emotional and action dimensions.
 

This was an applied research. Its conceptual model was obtained by developing the model of Woosnam et al. (2020). The relationship between the variables was investigated by using the Partial Least Squares (PLS) approach to Structural Equation Modelling (SEM). An adapted questionnaire was used to collect the relevant data. Its face and content validity was reviewed and approved by the experts. The statistical population consisted of the tourists in ecotourism tours to Chaharmahal and Bakhtiari Province. According to the applied technique, the minimum sample required for this study was estimated to include 90 people. However, 111 questionnaires were distributed in the statistical population, of which 100 valid questionnaires were returned and used in the analysis of the results. For sampling, first, a number of ecotourism service providers in Chaharmahal and Bakhtiari Province was selected by the available method and then, the research questionnaire was randomly distributed among the tourists in the list of each service provider.

The findings showed that emotional solidarity with residents had the most direct relationship with place attachment, emotional image, and cognitive image, respectively. Also, emotional image was found to indirectly influence the conative destination image through place attachment. Moreover, place attachment had the most direct relationship with the emotional image of destination, cognitive image, and conative image, respectively.
 

According to the research findings, it could be concluded that increasing emotional solidarity with residents had an effect on increasing place attachment and improving the cognitive, emotional, and conative destination image. In a general summary, the present study tried to emphasize the importance of changing marketers’ views to pay attention to spiritual marketing strategies. Nevertheless, for such reasons as time constraint, this research only examined the effectiveness of two of the mentioned variables in ameliorating the destination image. This was one of the research limitations. It is recommended that other variables, as well as the moderating effects of demographic variables, be assessed for future research.

Business intelligence is often used as a modifier, especially in times of crisis, but it seems it is not well absorbed and assimilated across organizations that have adopted it, and this is rooted in the institutional theory and high-level theory. The purpose of this study is to investigate the assimilation of business intelligence by considering external pressures and the commitment of managers in critical situations in companies under the Endowment Productivity Foundation of Astan Quds Razavi. This research is applied in terms of purpose and descriptive-survey in nature. The statistical population of this research is 44 companies of Astan Quds Razavi Endowment Productivity Foundation. In this regard, 3 questionnaires were sent to senior and influential managers in a non-random manner. Based on this, the data were collected from 132 managers. The research tool was Chaubey and Kumar’s (2021) questionnaire. To evaluate the validity of the instrument, content validity (according to experts’ judgments), and to check the validity of the structure, convergent and divergent validity, and factor analysis were used. The Cronbach's alpha value was estimated to be 0.877, which is in the acceptable range. Data analysis was performed using the structural equation modeling method and SmartPlus3 software. The findings showed that the factors of forced external norms (normative and imitative) have a significant impact on the commitment of top managers to innovate in business intelligence. The commitment of top managers through acceptance and normalization affects the assimilation of business intelligence.

The pandemic crisis resulting from COVID-19 has transformed the lives of citizens and organizations’ way of doing business. The pandemic has triggered humanity to find innovative ways of doing business to keep the sinking economy afloat. Although, we often blame COVID-19 and the pandemic for the current crisis. However, the pandemic has offered significant insight into our hidden problems that have plagued our world economy. It has exposed our weaknesses and reflected our capabilities to deal with such a health crisis. The power of emerging technology has been understood during the pandemic crisis to fight against the disruptions caused by the pandemic crisis (Dwivedi et al., 2020; Ivanov, 2020). Business intelligence is often used as a modifier of the situation, especially in times of epidemic crises. Although most managers are familiar with business intelligence and agree that it should be operationalized in their organizations, business intelligence is not well absorbed and assimilated across organizations that have adopted it, and this is rooted in the institutional theory and high-level theory (Chaubey & Sahoo, 2021). The purpose of this study is to investigate the assimilation of business intelligence by considering external pressures and the commitment of managers in critical situations in companies under the Endowment Productivity Foundation of Astan Quds Razavi. For this purpose, the following hypotheses are presented:
Coercive pressures have a positive and significant effect on the commitment of top managers.
Normative pressures have a positive and significant effect on the commitment of top managers.
Mimetic pressures have a positive and significant effect on the commitment of top managers.
The commitment of top managers has a positive and significant effect on the acceptance of business intelligence.
The adoption of business intelligence has a positive and significant effect on the normalization of business intelligence.
The normalization of business intelligence has a significant effect on the assimilation of business intelligence. 

This research is applied in terms of purpose and descriptive-survey in nature. The statistical population of this research is 44 companies of Astan Quds Razavi Endowment Productivity Foundation. The data collection instrument was Chaubey and Kumar’s (2021) questionnaire. Three questionnaires were sent to senior and top managers in a non-random manner. The data were collected from 132 managers. To evaluate the validity of the data collection instrument, content validity (according to experts’ opinions), and to check the validity of the structure, convergent, divergent validity, and factor analysis were used. The Cronbach's alpha value was estimated to be 0.877, which is in the acceptable range. Data analysis was performed by the structural equation modeling method and SmartPlus3 software.

Findings:   
The findings of the study showed that the factors of forced external norms (normative and imitative) have a significant impact on the commitment of top managers to innovate in business intelligence. The commitment of top managers through acceptance and normalization affects the assimilation of business intelligence. The results are summarized in the following table: 
Table 1. Analysis of Testing the Research Hypotheses
Hypothesis
t-statistics
Path coefficient

1
2/117
0/233
supported
2
2/685
0/348
supported
3
2/419
0/254
supported
4
18/209
0/728
supported
5
13/559
0/68
supported
6
4/121
0/433
supported

In this study, based on the institutional theory and the high-level theory, the research model was drawn, and according to the limitations of the institutional theory that existed in previous studies, the role of the senior manager's commitment was also considered in the framework of the institutional theory. The conceptual model was tested empirically and based on reflective measures of institutional pressures, which include mandatory, imitative and normative pressures, and also confirmed the collective effect of institutional pressures and can affect the commitment of top managers to attract business intelligence. In particular, it was clarified how the commitment of the top managers of the organization can act as an interface between institutional pressures and assimilation of business intelligence. By doing this and obtaining some empirical evidence in institutional theory, it became clear why organizations show different behavior in the field of applying business intelligence tools. In addition, based on the previously stated arguments, the research tries to explain the assimilation of business intelligence using the institutional theory and the high-level theory during the pandemic crisis. In this way, the study shows the impact of the pandemic crisis on the responsiveness of organizations in the use of business intelligence acquisition tools. Institutional pressures (including mandatory, imitative, and normative ones) affect the commitment of senior managers, which, in turn, affects the acceptance, normalization, and absorption of business intelligence.

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

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

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

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

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

The aim of the current research is to investigate the relationship between marketing innovation capability and communication network with brand specific value with the mediating role of cooperation value and customer value. This descriptive-survey study is applied in terms of purpose based on structural equation modeling approach. The statistical population of the research consists of all the employees of single-branch private banks in Zahedan city, including Aindeh, Pasargard, Parsian, Saman banks, numbering 130 people. Then, 95 people were selected as the sample size using the Morgan table and the available sampling method. A standard questionnaire tool was also used to collect the data, and the validity of the tools was checked and verified by confirmatory factor analysis and reliability using the combined reliability method and Cronbach's alpha. In order to analyze the data, the structural equation modeling method was used in the environment of Smart PLS version 3. The results of the research showed that there is a significant relationship between marketing innovation capability and communication network with special brand value with the mediating role of cooperation value and customer value. Also, there is a significant relationship between marketing innovation capability and brand specific value with the mediating role of collaboration value, and between marketing innovation capability and brand specific value with the mediating role of customer value. The relationship also exists between communication network and brand specific value with the mediating role of collaboration value, and between communication networks and value. There is a significant relationship between brand characteristics with the mediating role of customer value.

In the present world, the increasing variety of choices is not just confined to the consumer market customers the banking industry is also filled with diversity and choice.  Developing new products and banking services, globalization, and intense competition have made this industry focus on competitive advantage and value creation and trying for improved performance. Thus, several tools such as innovation capabilities in the marketing process, communication networks, branding, collaboration value, customer value, maximized market share, profit, and customer outcomes such as satisfaction have been highlighted (AlTaweel & Al-Hawary, 2021). The present study aims to answer the question of whether there is a relationship between marketing innovation capability and communication network with the brand-specific role with the mediating role of collaboration value and customer value in private banks of Zahedan, Iran.

The study is applied in terms of purpose. This structural equation modeling-based descriptive survey explains the effect of marketing innovation capabilities and communication networks on brand-specific value with the mediating role of collaboration and customer value. The statistical population of the study included all 130 employees of single-branch private banks in Zahedan, including Ayandeh, Pasargad, Parsian, and Saman Banks. Using the convenient sampling method by Morgan Table, ninety-five individuals were selected as the research sample. Research data were collected using desk and field studies. The research conceptual model was identified by reviewing books, documents, articles, theses, databases, and internet networks. The model was validated using a field study. To verify the questionnaire validity and the accuracy of latent variables by observed variables, the convergent and divergent validity was examined using confirmatory factor analysis. The reliability of the questionnaire was verified using Cronbach's alpha coefficients and compositional reliability. The research data were analyzed using SPSS and SmartPLS3 and structural equation modeling.

The non-experimental causal relationship between research variables was verified using multivariate analysis and structural equation modeling (SEM) through the partial least squares method. According to the estimations, the research model fitness was verified. Furthermore, the research’s main hypothesis testing also revealed that the marketing innovation capabilities variable indirectly predicts 27.8 and 35.9% of the brand-specific value variance through collaboration value and customer value, respectively. In addition, the communication network variable can indirectly predict 31.8 and 23.7% of the brand-specific value variance through collaboration and customer values. The positive path coefficients and significance level of <0.001 indicate that the independent variable can highly explain the dependent variable variance. Moreover, collaboration and customer value variables also mediate the relationship between marketing innovation capabilities and communication networks with brand-specific value. Thus, the research hypothesis is maintained.

According to business managers and academic scholars, a brand-specific value is the missing link between today’s economy and business to introduce the lost trust of businesses. Innovation capabilities, communication, collaboration value, and customer value are the influential factors. Based on research results, the potential ability of private banks to adapt to the current and changing situation to develop new products, technology, and advances in achieving competitive advantages is essential in maintaining growth, survival, and competitive advantage. Hence, marketing innovation capabilities and communication networks would increase loyalty and value creation by focusing on customers and encouraging collaboration between customers and banks. According to the research results, it is recommended that private bank authorities adopt innovative managerial approaches for customers, take risks in attaining new opportunities in the market, and dedicate adequate sources for developing new services and products. It is also suggested that they enhance their positive relations with business partners, assign some people for customer relations, and enhance brand-specific value, collaboration value, and customer value through networking.

Most purchasing choices and decisions are influenced by customer analysis of the pros and cons and emotional aspects. Psychological and marketing studies have validated the role played by customer emotions at various stages of the purchasing process. The purpose of this study was to identify the dimensions and factors that potentially affected customers' emotions in buying luxury cosmetics. First, to identify the dimensions of customers' emotions, qualitative studies were conducted using in-depth semi-structured interviews with 23 customers of luxury cosmetics in Telegram groups. This phase led to identification of the dimensions of customers' emotions and a list of factors that potentially acted as the antecedents affecting emotions in the target population. In the second phase of the study, the factors affecting the customer's emotions were identified based on group consensus. The panel members at this stage were 15 marketing and psychology experts and managers of importing luxury cosmetic products, who were active on social networks and managers of luxury cosmetics in a Telegram group. The group consensus was led to 36 variables that were identified as the effective factors on customer emotions in the Telegram groups of luxury cosmetic products and were placed in 3 categories: group and product variables, situational variables, and individual variables.

Introduction:

Most purchasing decisions are influenced by customer analysis to identify the pros and cons of emotional aspects. Psychological and marketing studies have validated the role played by customer emotions at various stages of the purchasing process. The role of customer’s emotions is evident in the purchase of luxury products. Besides, emotions play a large part in shaping consumer’s experience and affect people’s consumption reactions (Ladhari, 2007). Today’s consumers establish emotional relationships with products and brands and makes\ choices based on them. Therefore, being aware of the role of customers’ emotions can be very important for product marketing (Lin & Liao, 2012).
A global consumption pattern that is rapidly expanding in Iran is the desire to consume luxury goods, including luxury cosmetic products, which have become popular among the young people (Khairi, 2015; Quchani et al., 2013). A review of the literature shows that the dimensions of customer emotions and the factors affecting those emotions in the luxury cosmetics industry, especially in Iran, have not been comprehensively investigated. In addition, identifying the set of variables that excites customers in the market and leads to the purchase of certain products is specific to that market, which may be determined by such factors as a large number and variety of products to choose from, prices, shopping environment, and other factors mentioned in the previous sections. Therefore, in each market, these and other unidentified factors should be investigated based on the environmental, cultural, technological, and other characteristics of that market. Hence, conducting a comprehensive research in the Iranian market by considering the different values ​​of consumers in choosing products and the obvious difference between the brands of luxury cosmetics and the studied Iranian brands in terms of creating excitement for customers and the factors affecting it can bridge the gaps. The current research sought to achieve such goals.

Methodology:

This research aimed to identify the dimensions of customers’ emotions and examine, prioritize, and categorize the factors affecting those emotions during the purchase of luxury cosmetic products from the customers’ points of view in the Iranian Telegram groups selling luxury cosmetic products.
To reach the research objective, a two-stage study was conducted by using thematic analysis and fuzzy Delphi methods. The purpose of using thematic analysis was to identify the dimensions of the customers’ emotions in the Iranian Telegram groups, while the purpose of using the fuzzy Delphi technique was to identify and categorize the potential factors affecting their emotions through the consensus of a group of experts.
In the first step, an in-depth semi-structured interview was conducted with a number of active and experienced customers, who had made frequent purchases from the online Telegram groups selling cosmetics.
The interview forms consisted of two main sections. In the first part, the respondents were asked about the demographic characteristics and the relevant information about the extent to which they used virtual networks in terms of hours per day, as well as the times they spent in the online groups of cosmetics shopping. The second part was designed to gain experiences of the respondents’ emotions during the presence-in-group stage and the purchasing process. They were asked to explain what emotions like anger, worry, joy, fear, etc. they usually experienced when they entered a telegram group selling cosmetics online, usually by looking at the products, reading comments, talking to the members, and comparing the prices. They responded by describing their mental states.
Considering the qualitative nature of the research, sampling was done via a judgmental or purposeful method. In the first stage, the sample finally consisted of 23 people, by which the interview reached saturation from the theoretical dimension. The data obtained from the interviews were then coded in this step.

Findings:

In this study, considering the research objective and consulting the research supervisors, the expert panel members were determined to be 15 specialists with expertise in marketing and/or psychology, companies importing luxury cosmetic products active in virtual networks, and active managers of Telegram groups selling luxury cosmetics via the fuzzy Delphi technique. The validity and reliability of each step were also evaluated and confirmed.
For thematic analysis, all the interviews were recorded in writing and the resulting texts were read several times to determine the general pattern in the text of the interviews. Then, based on the patterns observed in the general framework of the interviews, a list of primary codes was created. In this step and in the first step, a total of 454 codes were identified. In the next step, these codes were categorized into groups with similar and coherent concepts and refined into 33 codes. The output of this stage included 11 secondary themes, which led to 2 organizing themes of "positive excitement" and "negative excitement" for the overarching theme of customer emotions.

Conclusion:

By considering the related studies and for expanding the previous concepts, this study examined the concept of customer’s emotions and its dimensions and components in the luxury cosmetics industry through a case study of Iran with regaerd to the international sanctions on the Iranian customers. The research was carried out in two stages by using thematic analysis and fuzzy Delphi technique. In the first stage, a semi-structured interview was conducted with 23 active customers with a long history of purchasing from Telegram groups selling luxury cosmetic products in Iran. In the interviews, some questions were asked about people’s feelings, emotions, and mental states during the stages of being in the group and the buying process. Next, by collecting the data from the interviews and using the method of thematic analysis, the dimensions of the customers’ emotions in the Iranian Telegram groups were identified and categorized in the two groups of positive and negative emotions and their components were determined.
In the second stage, to provide a comprehensive picture of the factors affecting the customers’ emotions and impulsive buying behaviors, the Delphi-Fuzzy technique was used. The initial list of factors affecting the customers’ emotions was prepared and provided to the experts in the form of a closed questionnaire with a 5-point Likert scale. After 3 rounds of evaluation and comparison of the opinions by the expert panel members, 36 factors were finally identified as the potentially effective factors that could affect the customers’ emotions when they were in their groups and chose and bought cosmetic products. The factors were prioritized based on their importance in terms of the impacts they could have on the studied concept and were classified into 3 general categories.

The purpose of the present study was to investigate the effects of information technology capabilities on the competitiveness of sports stores with the mediating role of social innovation. This research is applied in terms of purpose and descriptive and survey in terms of method. The statistical population studied were all the sellers of sports stores in the Monirieh district of Tehran in 2021. The number of the statistical population under study was unknown. The number of statistical samples was estimated to be 127 people through G-Power software. The sampling method was available. The tool for collecting the data was a questionnaire. The validity and reliability of the questionnaires were checked and confirmed. A total of 127 respondents answered the distributed questionnaires perfectly. Structural equation modeling including confirmatory factor analysis and path analysis was used for data analysis. The software used for data analysis was SPSS and SMART PLS. The results showed that social innovation plays a mediating role in the relationship between information technology capabilities and the competitiveness of sports stores. Therefore, the use of information technology and social innovation by sports store sellers is necessary to achieve a better position than competitors. 

Introduction:

One of the characteristics of successful companies is competitiveness (Zandhasami & Ashtianipour, 2012). Competitiveness is one of the most important concerns of business and activity in a dynamic and competitive environment (Bălan, Balaure & Vegheş, 2009). In the meantime, information technology capabilities can be used as organizational capabilities to achieve competitive advantages (Wade & Hulland, 2004). Information technology capabilities alone are not enough to achieve competitiveness (Doğan, 2016). In fact, one of the distinctive features of our society is the continuous effort to create, adopt, and spread innovations (Cajaiba-Santana, 2014). There are different types of innovation: example commercial, social, and artistic. Most of these innovations are no longer limited to the field of technology, and a broader concept includes dynamic management, new marketing methods, external cooperation, intelligent activity, and human resource management. These innovations are called “social innovation” (Pol &Ville, 2009). Social innovations can bring many benefits, including increasing the level of trust in the government and improving decision-making processes (Vasin, Gamidullaeva & Rostovskaya, 2017). Therefore, according to the above material and referring to the importance of the discussed variables in all areas, especially marketing and sports stores, the current research seeks to answer two research questions: Do information technology capabilities have an effect on the competitiveness of sports stores or not? And what is the role of social innovation in this connection?  

Methodology:

The current research is applied in terms of purpose and descriptive and survey methods in terms of fieldwork. In terms of the relationship between the variables, it is of the correlation type and in terms of time, it is cross-sectional. The statistical population was all the sellers of sports stores in the Monirieh district of Tehran in 2021. The number of statistical population was unknown. Based on the uncertainty of the number of the statistical population, G-Power software was used to estimate the size of the statistical sample. Then, 127 samples were considered as the minimum sample size. Data collection was done in two library and field phases. In the library phase, books, articles, and theses were used, and in the field phase, a questionnaire was used.  A total of 147 questionnaires were distributed among sports sellers in the Monirieh area of Tehran by the non-probability sampling method. Finally, 127 complete questionnaires were used for case analysis. After collecting information through questionnaires, descriptive statistics were used to describe sample sizes. In the continuation of the analysis, parametric statistical methods were used. That is, to determine the construct validity of the questionnaires, confirmatory factor analysis was used, and structural equation modeling was used to predict the contribution and role of the predictor variable on the criterion variable and the mediator variable. In this regard, SMART PLS and SPSS software were used.  

Findings:

The descriptive statistics of the present study showed that most people in the age group of 21 to 25 years and 26 to 30 (34 people in each category) were males (120 people) and have Bachelor's degrees (45 people). The results showed that technological capability has a positive and significant effect on the competitiveness of sports stores, and the amount of this effect is equal to 0.28. Technology capability has also a positive and significant effect on the social innovation of sports stores and the amount of this effect is 0.48. Social innovation also has a positive and significant effect on the competitiveness of the sports store and the amount of this effect is 0.27. Also, social innovation plays a mediating role in the relationship between technology capabilities and the competitiveness of sports stores. That is, part or all of the effect of technological capabilities on the competitiveness of sports stores depends on the presence of the social innovation variable. 

Conclusion:

In general, the main finding of the current research was that social innovation plays a mediating role in the relationship between information technology capabilities and the competitiveness of sports stores. As a result of the capabilities of information technology and social innovation, it affects the competitiveness of sports stores in the Monirieh area of Tehran. Therefore, the sellers of sports stores in the Monirieh area of Tehran should effectively use information technology capabilities, new and updated websites, and new innovations in order to provide the products needed by consumers with the desired quality. In general, it is suggested that the sellers of sports stores introduce their quality and more diverse products through new technologies, including websites and virtual networks. Sports marketers should raise awareness about social innovation and plan to create social innovation activities. It is also suggested that sports stores use information and communication technology for activities related to the design of the store's products. AcknowledgmentsThis study is taken from the Master's thesis of Physical Education and Sports Sciences, Sports Management, Shahrood University of Technology, under the title of the effect of information technology capabilities on the competitiveness of sports stores with the mediating role of social innovation.

Social networks based on interaction are shaping companies, brands, and consumers, as many businesses are focusing on introducing and selling products and services nowadays. Due to the increase in this trend, the present study examines the impact of content quality and brand interaction on shopping behavior with the mediating role of cognitive and emotional involvement of users in the social network (Instagram) based on the stimulus-organism-response framework. The present research is practical and descriptive survey in terms of purpose and method, respectively. The statistical population of the study is the followers of the Wiesland leather brand on Instagram. Thus, 384 of them have been selected as the sample using the MORGAN table and available sampling method. The data collection tool is an online questionnaire whose validity has been assessed through content and constructs validity (convergence and divergence). Moreover, Cronbach's alpha and combined reliability are used to measure its reliability. The analysis of research data has been done through the structural equation method with help from SPSS and SMART-PLS statistical software. Research findings show that the quality of content and brand interaction has a positive and significant effect on emotional involvement as well as cognitive involvement and shopping behavior. Emotional involvement and cognitive involvement have a positive and significant impact on the intention to buy. Also, the intention to buy affects buying behavior. And finally, the effect of emotional involvement as a mediator of rejection and cognitive involvement is confirmed.

Social networks are shaping the way to interact with companies, brands, and consumers, as today they are the focus of many businesses to introduce and sell products and services. Considering that social networks have a great impact on consumer behavior, today they have provided suitable challenges and opportunities for companies and brand owners to engage them in their brand by providing attractive and new content and increasing interaction with users. They also influence consumers’ purchase decisions. Considering the increase of this trend, the present research has investigated the effect of content quality and brand interaction on purchasing behavior with the mediating role of cognitive and emotional involvement of users in social networks (Instagram). The current research is based on the stimulus-organism-response framework, with the stimulus variable (content quality, brand interaction) as the independent variable, the organism variable (emotional and cognitive involvement) as the mediating variable, and the response variable (purchase intention, purchase behavior) as the dependent variable.

The present research is practical in terms of purpose and is descriptive-survey in terms of method. The statistical population of the present study is the followers of the Wiesland leather brand on Instagram. In this regard, 384 of them were selected as a sample using the Morgan table and the availability sampling method. The data collection tool in the present study is an online questionnaire whose validity has been assessed through content validity and structural validity (convergence and divergence). Cronbach's alpha and combinatorial (structural) reliability were also used to measure its reliability. The analysis of research data was performed using the structural equation method and SPSS and SMART-PLS statistical software.

      According to the obtained results, it can be said that high-quality, up-to-date, attractive, different and excellent brand content engages the consumer's mind and affects his purchase decision. The quality of the content has a positive and meaningful effect on the intention to buy. Therefore, it is suggested to the managers of Wiesland leather brand in social networks by presenting high-quality and expressive photos, sharing videos, podcasts, having a specific theme and format on their brand page, using software to design posts, providing creative advertisements to introduce the brand, using relevant hashtags, stating the facts, avoiding lies, sharing attractive and catchy posts, avoiding long and boring captions, providing accurate and valuable information, sharing posts and stories at times when more people are online, the use of music and the use of attractive and happy colors can increase the quality of their brand content so that they can stimulate their audience, involve their minds and emotions in their brand and finally affect their purchase intention.

The results of the study show that the quality of content and brand interaction has a positive and significant effect on emotional involvement as well as cognitive involvement and shopping behavior. Moreover, emotional involvement and cognitive involvement have a positive and significant impact on the intention to buy. Also, the intention to buy affects buying behavior. Finally, the effect of emotional involvement as a mediator of rejection and cognitive involvement is confirmed. According to the results, brand and business owners in the social network (Instagram) can be offered to provide quality content to influence the intentions and behavior of their customers and constantly interact with their customers and get them involved with their brand. To engage customers, display photos, videos, and podcasts have a two-way conversation with their customers through holding live videos and getting feedback from their audience.

Popular technologies today certainly include augmented reality technology. The application of augmented reality technology in the field of business, marketing, and promotion of products and services has its potential and its reasons. Despite the popularity of this new technology in developed countries, its use in the Iranian marketing industry has been neglected. Therefore, the present study is a qualitative study of the challenges and solutions to using this new technology in Iranian marketing. First, to collect qualitative data, a semi-structured interview questioning framework with experts according to the technology acceptance model was developed. Next, 12 executives with experience in the field of augmented reality technology were selected according to the snowball sampling method. The second phase interviews were coded using Braun and Clarke's six-step inductive thematic analysis using MaxQDA software. The results show that there are a total of 2 main topics and 6 sub-topics. Key topics include the challenges of using augmented reality in the Iranian marketing industry and solutions for using augmented reality in the Iranian marketing industry and sub-topics include Challenges from the customers' perspective, challenges from the service provider's perspective, challenges from the technology perspective, solutions from a customer perspective, solutions from a service provider perspective, solutions from a technology perspective.

Augmented reality technology is one of the modern information visualization technologies. Today's popular technologies undoubtedly include augmented reality (AR) technology. The application of augmented reality technology in the field of business, marketing, product promotion, and services has its potential and justification. Despite the spread of this new technology in developed countries, the use of this technology in the Iranian marketing industry has been neglected. Therefore, the present study aims to investigate the challenges and solutions to using this new technology in the Iranian marketing industry.

This qualitative research is exploratory in terms of approach. To collect qualitative data, a framework was developed to conduct semi-structured interviews with experts according to technology acceptance models. Then, 12 experienced executive experts in the field of augmented reality technology were selected by the snowball sampling method. The interviews in the second phase were coded using Braun and Clarke's six-step inductive thematic analysis method by MaxQDA20 software.

The results showed that a total of 2 main themes and 6 sub-themes were obtained. The main themes include challenges of using augmented reality technology in the Iranian marketing industry, and solutions for using augmented reality technology in the Iranian marketing industry, and sub-themes include challenges from the customer’s perspective, challenges from the service providers’ perspective, challenges from the technology perspective; solutions from the customer's perspective, solutions from the service providers’ perspective, and solutions from the technology perspective.

Based on the findings of this research, the lack of specific laws in the field of new technology legislation, the impact of social and political events in the country on internet filtering and bandwidth reduction, as well as the lack of support for developers, are the most important challenges of using new technologies in Iran. The specialists of this research stated that in order to solve these challenges, the capacity of neighboring countries should be used for technological issues, and also by teaching how to understand new technologies in schools and kindergartens, the culture of using these technologies will spread among the people. It has also been suggested that augmented reality technologies must be used in television advertisements so that people realize the advantages of using this technology.

Overspending is the act of spending more money than you have or more than was planned or agreed upon. Controlling overspending behaviors through lifestyle modification can help households. Therefore, the purpose of this study is to investigate the role of mental accounting in controlling the behavior of household overspending. The population of this study is the heads of households in Kurdistan province. This study includes three dependent variables: income overspending, expected overspending, and credit overspending. Independent variables also include three groups: financial mental accounts, expenditure forecasting, and saving goals. Required data were collected through a questionnaire. To test the hypotheses, a multinomial logistic regression has been used. According to the research results, financial mental accounts such as current accounts, savings accounts, and investments along with variables such as age, household size, and housing status affect the behavior of income overspending. Research findings also show expenditure forecasting such as basic expenses, special expenses, healthcare, housing and durables, support for the family, and empowerment expenses, along with variables such as gender, household size, and housing status affect the expected overspending behavior. Finally, savings goals such as retirement/securities, love/family, esteem/luxuries, and self-actualization along with variables such as housing status and car status affect credit overspending.

Overspending is one of the serious problems of today's households. Understanding and controlling overspending behaviors can play an important role in the financial management and lifestyle modification of households. Overspending is the act of spending more money than one has or more than was planned or agreed upon. As such, the more people's knowledge and attention increase regarding the prediction of overspending behavior, the more rational their planning and financial decisions will be. Mental accounting is one of the effective factors that can help control overspending behavior. This means that mental accounting can help people in establishing a balance between the income and expenses, rationalizing expectations, paying debts on time, and strengthening the spirit of saving and investing. The purpose of the present study is to investigate the role of mental accounting in controlling the behavior of household overspending. 

This study is applied in terms of purpose and descriptive-survey in terms of the data collection method. The population of the study is the heads of households in Kurdistan province, and the sample size is 315 people. This study includes three dependent variables: income overspending, expected overspending, and credit overspending. The independent variables are financial mental accounts, expenditure forecasting, and saving goals. The required data were collected through a questionnaire. To test the hypotheses, a multinomial logistic regression was used.  

In this study, in addition to the main factors, the effects of six demographic variables (gender, age, education, household size, personal housing, and personal vehicle) on people's overspending behaviors have been studied. The main factors related to the first dependent variable (income overspending behavior) are liquid assets, savings, investment, retirement, and insurance. The main factors related to the second dependent variable (expected overspending behavior) are six items, which are: basic expenses, special expenses, healthcare, housing and durables, supports for family, and business. The main factors related to the third dependent variable (credit overspending behavior) include six items, which are: basic needs, emergency/safety, retirement/security, love/family, esteem/luxuries, and self-actualization. According to the research results, financial mental accounts such as current accounts, savings accounts, and investment along with variables such as age, household size, and housing status affect the behavior of income overspending. Research findings also show expenditure forecasting such as basic expenses, special expenses, healthcare, housing and durables, supports for family, and empowerment expenses, along with variables such as gender, household size, and housing status affect the expected overspending behavior. Finally, savings goals such as retirement/securities, love/family, esteem/luxuries, and self-actualization along with variables such as housing status and car status affect credit overspending. The results also show that the effect of each of the main and demographic factors on each of the dependent variables differs from each other. 

Most households do not have a correct understanding of overspending behaviors. Therefore, distinguishing between issues such as income overspending behavior, expected overspending behavior, and credit overspending behavior, while presenting a clear picture of overspending behaviors, can help households in controlling such behaviors. Generally, the inability to manage household finances shows itself in the form of overspending, running up credit debt, and worrying about their future. These cases can have destructive effects on the future of households. Mental accounts as a self-control instrument can help households resist overspending behaviors. Finally, although financial planning and discipline are difficult to attain, careful planning can help households to set appropriate mental accounts. This work can help households avoid overspending behaviors and to set them on the path to financial well-being.

Entering export markets allows companies to make more income and take advantage of economies of scale. Benefits of entering international and export markets include accessibility to several different markets for product sales, resources, opportunities in global target markets, business development, etc. Currently, the main problem of developing countries is the dependence of their economy on the export of raw materials, which leads to adverse effects on various structures in the country. Hence, many of these countries have distanced themselves from single-product oil and focused on several non-oil fields for the diversification of their export. In this regard, non-oil exports compose one of the important and influential areas of a country's Gross Domestic Product (GDP) through various channels. This issue is of great importance in the case of Iran because this country is constantly faced with the destructive effect of petroleum-based revenue instability as a result of international political and economic issues. Additionally, oil sanctions have mainly made problems for Iran since they have been influential on macroeconomic indicators due to their dependence on oil revenues. This study aims to investigate the dimensions and components of nano-product export development of knowledge-based companies in the construction industry. For this purpose, the results and findings of the previous research are systematically evaluated and analyzed through the qualitative research approach and meta-synthesis tools, including seven steps. The concept of export development of nano products of knowledge-based companies in the construction industry has been identified and classified into 6 dimensions, 17 components, and 97 indicators.

According to the problems in the specific characteristics, knowledge and technology improve the position of a country by using the production of new products. Therefore, it is clear that the innovative activities of innovative and knowledge-based businesses can be increased because the production of these businesses is done at a low cost and puts the country in a better competitive position than its commercial business competition. Today, the importance of non-oil exports, including the export of high-tech products (e.g. nano products) is not hidden from anyone. Looking at the studies, we can see that no research has been conducted to identify the factors affecting the development of the export of nanotechnology products for Iran, and only the effect of the factors affecting the total value of the export of high-tech products in different countries has been investigated. Also, in past studies, the discussion of nanotechnology products of the construction industry has not been discussed, while the current focus of the special Nano headquarters is on the export of products of this industry. As a result, considering the existence of research gaps, in this study, factors affecting the development of the export of nanotechnology products of knowledge-based companies in the construction industry in order to provide an export development model have been identified and the relevant model is designed and tested. Therefore, this study aims to design a model for the development of Nano products of knowledge-based companies active in the field of construction. 

For the purpose of the present study, a systematic evaluation of the results and findings of previous studies has been done using qualitative research and meta-composite tools that include seven steps. In this method, by searching the keywords of discovery, development, Nano products, knowledge-based companies, and construction industry in various databases, 2151 studies were found in the period 2003 to 2021 (1389 to 1399 AH). Of these, 1468 works in terms of the title, 429 works in terms of the abstract, and 199 works in terms of the text were not consistent with the purpose and questions of this research. Therefore, these works were left out and only 55 works that were in the field of nanomaterials development of knowledge-based companies active in the field of construction and were in line with the purpose and questions of the present research both in terms of title and content, were analyzed by meta-composite method. The presentation of the model was selected. 

In the end, according to the obtained results, a model or pattern can be designed, a framework can be presented, the results can be provided in a tabular format, or they can be presented in other creative forms according to the researcher's creativity. Of course, all these cases can be cited if the validity and reliability are measured and confirmed. After confirming the validity and reliability of the research, the results were presented in the form of the foundation's data theory model. By studying and carefully examining the finalized sources, the developed model of Nano products of knowledge-based companies in the construction industry in the form of 6 dimensions was provided. The dimensions include causal factors, background factors, intervening factors of social phenomena, strategies, and messages. Then, 17 components including 1) growth, 2) management factors, 3) effective factors in economic resources and facilities, 4) communication, 5) political-government factors, 6) social factors, 7) cultural factors, 8) organizational factors, 9) government laws and administrative system, 10) design, 11) financial and internal issues, 12) international strategies, 13) market building strategies, 14) all-round support strategies, 15) economic strategies, 16) economic and value creation, 17)  and economic consequences were presented. 

Qualitative research, with all its benefits, comes with weaknesses such as generalizability and validity. Therefore, in order to increase the generalizability of the present study, it is necessary for researchers to evaluate the above model in other high-risk industries. In addition, the quantitative approach of structured equations can be used to evaluate the validity of the model and develop the generalizability of the model findings. It is also recommended that researchers address the challenges of implementing the proposed framework. Regarding foreign direct investment, improving the country's business and competitive environment is recommended, both from the perspective of the macro-economic environment (improvement of macro-economic indicators such as reducing inflation, greater interaction with the outside world, etc.) and the micro-environment. Increasing the efficiency of institutions involved in the business environment, eliminating unnecessary processes, and reducing costs caused by administrative bureaucracy (processes) are necessary for the flow of foreign capital. It is also necessary to determine and provide facilities and strong commercial incentives and guarantees in order to attract foreign investment in the field of knowledge-based industries with nanotechnology.