نشریه کاوش های مدیریت بازرگانی
پیاپی 30 (زمستان 1401)

The rapid growth of the Internet and the increasing penetration of social media in the society have provided a good opportunity to reinforce the relations of organizations with customers. By applying these media, organizations can increase their interactions with customers and create more value for both the customers and themselves through engaging them with the brand. Accordingly, this study seeks to identify the antecedents, dimensions and consequences of customer brand engagement in social media in the banking industry.  In order to achieve the purpose of the research, the mixed method was used, and the data were collected from the customers who followed one or more banks in social media. The data collection tools were in-depth interviews (in the qualitative section) and questionnaires (in the quantitative section). The data were processed through content analysis and structural equation modeling with a partial least squares approach and the Smart PLS software. The results of the study are presented in the framework of a customer brand engagement model in social media in the banking industry. The model has three sub-categories including the antecedents, dimensions and consequences of customer engagement. The antecedents address individual factors including reward (social media provide an easy and comfortable way to receive brand-related campaigns and/or special offers), entertainment (i.e., one of the main motivations concerning the consumers’ use of social media such as playing games, listening to music, and viewing videos), information acquisition (consumers rely and more often use social media to conduct their search for information and to decide what to purchase), curiosity (The user's willingness to interact on social media to access the opinions of others about the bank provides easy access to bank information and what is happening in the bank), brand involvement (the perceived relevance of the brand based on inherent needs, values, and interests), and social advantage (ability to establish and obtain social identity among other users and facilitate and expand social interactions with other users). The organizational factors include brand reputation (it refers to factors such as having a large audience, well-known and positive image of the bank in society), brand popularity (it is related to the acceptance and popularity of the bank among the people of the community), service experience (subjective, internal consumer and behavioral responses evoked by brand-related stimuli that are part of a brand’s design and identity, packaging, communications, and environments), advertising (good information and advertisements of the bank channel and the proper promotion of social media bank plans by employees cause the acquaintance and following of it on social media), reliability (people assume companies’ social media as a more trustworthy source of information concerning products and services), and content quality (useful and up-to-date content on a bank page or channel on social media can be an important motivating factor for following it on social media and consequently engaging with it). The media-related factors include user-friendliness (the desirability of the bank's page or channel, its visual appeal, and even the features of the social media application in which the bank operates, such as ease of installation and use, can play important roles in engaging the customer with the brand on social media), security (this refers to protecting the security and privacy of individuals and preventing the misuse of customers' personal information by the social media in which the bank operates), quality (the features of the bank's social media application, such as the speed and convenience of updating, are in this section), capabilities (the ability to store and preserve previous customer information, compatibility with all mobile devices and having good facilities such as chatting and sending photos and videos are considered as effective media capabilities for customer engagement), and media popularity (the popularity of social media and the large number of their audience will play effective roles in choosing the users of those media to denigrate the bank and conflict with it.).Customer engagement has three dimensions: cognitive (brand-related activities include the individual’s level of concentration and/or engrossment in the brand), emotional (customer’s level of brand-related inspiration and/or pride) and behavioral (the customer’s level of energy exerted in interacting with a focal brand).Finally, the consequences of engagement for the bank and social participation include awareness (such as increasing the customer's banking information, awareness of its plans and services and answering questions), perceived ease (such as easier access to bank information and facilitated banking activities), economic benefit of customers (such as discounts or prizes), loyalty (repeated purchases prompted by a strong internal disposition), feedback (delivery of immediate feedback to other users), and trust (consumer-perceived security and reliability in brand interactions, and the belief that the brand acts in the consumer’s best interests). The results of the data analysis confirmed the hypotheses and showed that all the three categories of individual, organizational and media factors can lead to customers' brand engagement through which certain outcomes are achieved for the customers, banks and society. Finally, some suggestions have been proposed to engage customers in social media.

The concept of gamification and its mechanics in non-gaming environments has become a rapidly emerging practice in business, especially in marketing. In the early days of the advent of gamification, it was not felt that the roots of mechanics and techniques could easily penetrate the gaming software world. The use of gamification tools and methods can be beneficial to the organizations active in various industries, which is due to its fundamental potential in forming and influencing behavior and attitudes. An increasing number of organizations are adopting game techniques and game-style rewards to increase customer engagement. Despite the practical importance of the gamification cycle, the current gamification literature is still lacking, and it lacks scientific accuracy. In other words, a comprehensive definition of gamification has rarely been provided in scientific research on gamification in various fields. Second, since gamification is a relatively new concept, it is largely unclear how an effective design for a particular goal can be realized. Some researchers argue that most businesses pursue gamification with the goal of achieving unlikely and far-reaching success, and, as a result, most businesses use gamification as a tool to improve business processes without examining its suitability for their organization, and they do their job. Due to the poor design of gamification software programs, some procedures have failed to achieve business goals. Moreover, nowadays, gamification has increasingly been able to play a significant role in attracting customers. Many companies that seek to improve the performance of their business can use it as an important strategy to improve their business activities. Therefore, gamification is considered as a business strategy that is used by many managers in different companies in order to increase the interaction and loyalty of customers. To achieve different marketing goals, one can use dynamic and stable gamification experiences. The participants that pioneered in gamification were Coca-Cola, McDonald's, Nike and Sony. In this research, gamification is defined as a system that uses game design components in a non-game environment in order to create enjoyable experiences, and influence the attitude or behavior of users. In addition, there is no uniform approach to the successful development and implementation of gamification aspects in the existing processes. This means that there is limited knowledge of how the structural application of gamification plays in processes. Also, the effect of gamification on changing people's behavior or attitude towards different business processes has not been studied yet. Third, there is no scientific evidence of the effects or benefits of gamification. The gamification is used as a system based on new technologies in various fields. Technology acceptance theories in the field of information systems have examined the acceptance of technology-based systems. In particular, the technology acceptance model is a valid, robust, and almost simple model for predicting the user’s acceptance. This research seeks to investigate the concept of gamification in the general field of marketing and its impact on users' intentions and attitudes toward the brand by expanding the technology acceptance model. Therefore, the purpose of this study is to investigate a model that explains the role of gamification in marketing by considering the impacts of social interaction, perceived pleasure and other factors on users' intention to participate in games and their attitude towards the brand. The present study is an applied piece of research. In terms of data processing, the study is of a descriptive type conducted through correlation analyses. A standard questionnaire was used to measure the effect of gamification on the intention to interact and the user’s attitude towards a brand. The statistical population consisted of the young users of mobile payment software applications that used gamification (such as the app scoring system) in the city of Kerman. The available sampling method and Cochran's formula were used to obtain the sample size. In this study, structural equation modeling served to test research hypotheses and examine the relationships among the latent factors. The significant coefficients between the perceived convenience, perceived ease of use, perceived social impact and perceived pleasure with the intention of interaction and participation were 3.73, 5.51, 3.21 and 3.11. Thus, perceived convenience, perceived ease of use, perceived social impact, and perceived pleasure have significant effects on the intention to interact and participate. The significant coefficients between the perceived convenience, perceived ease of use, perceived social impact, and perceived pleasure with the attitude toward the brand were 5.80, 6.32, 3.36, and 3.68. Thus, perceived convenience, perceived ease of use, perceived social impact, and perceived pleasure significantly affect the attitudes toward the brand. The coefficient of significance between the intention to interact and participate with the attitude towards the brand was 4.71. Therefore, the intention of interaction and participation has a significant effect on the attitudes toward the brand. The study provides evidence on the effects of gamification in practice as a basis for further application of gamification in various fields. The results serve as a guide for game planners and other designers. The important factors affecting the behavior and attitudes of participants are identified, which help to conduct scientific research on the development of a technology acceptance model and demonstrate the application of that model in various areas. Finally, the relationship between the intention to interact with the gamification marketing process and the attitude towards a particular brand was studied to make marketers more aware of how to arrange their strategies to increase participants' desire to participate in the development of their marketing activities. This research fills the gap of theoretical knowledge about the relationship between the intention to interact and the attitude towards a brand.

Nostalgia refers to a bitter or sweet emotional longing for the past. It is the reminiscent of the past experiences that are accompanied by some sadness or a great deal of joy. In other words; recalling an old experience that brings a pleasurable feeling is called nostalgia. Marketing executives and salespeople strive to make use of this positive feeling to develop strong brand relationships. Nostalgic marketing is rooted in the empirical marketing approach and stimulates the senses of consumers by encouraging them to travel back in their lives. This is how a sense of nostalgia occurs. In addition, creating a strong relationship with the consumer is the basis of the brand. Nostalgic advertising based on a brand's past illuminates the brand's residual value in the minds of consumers, and this awareness leads to their desire to bring back a lost brand. Therefore; nostalgic advertisements based on brand equity and image can improve the brand's business performance. Also, branding experts believe that, by rebuilding old brands, good opportunities are gained. In this context, Mazandaran textiles revival has proved to be very important to support domestic production. Supporting national production is a prelude to job creation, entrepreneurship, and increased productivity in all areas. It also improves the social status of people's lives, reduced inflation, and exerts positive effects on the economy and ultimately the growth and development of our country. Forgiveness and economic leap are the necessity of the country. For this reason; the present study seeks to investigate the effect of nostalgic advertising on the revival of Mazandaran textile brand in different age and gender groups.

The research method of the present study is applied in terms of purpose and descriptive in terms of nature. The data collection tool used was a standard questionnaire. The statistical population of the present study was the innumerable customers of Mazandaran Textile Company, and the sample consisted of 384 people based on Cochran's formula at a 95% confidence level. The sampling method was a simple random one. The SPSS software version 24 and the SMART-PLS software version 3 were used for the data analysis.

The frequency distribution of the respondents by gender included 195 males (50.8) and 189 females (49.2). In terms of age, 87 males were from 20 and 30 years (22.7), 111 were from 31 and 40 years (28.9), 87 were from 41 and 50 (22.7) and 99 people were over 51 years of age. In the statistical sample, 12 people earned less than 2 million Tomans, 190 people earned 2 to 4 million Tomans, 89 people earned 4 to 6 million Tomans and 93 people earned more than 6 million Tomans. Criterion, variance was used according to Table 2. The convergent validity of all the structures was higher than 0.5, and the combined reliability and Cronbach's alpha of all the variables were higher than 0.7. Therefore, the validity and reliability of the research were finally confirmed. According to Table 3, the AVE root that is reported for each structure (principal diameter) was greater than its correlation with other model constructs, which indicates an acceptable divergent validity for the research model. Considering the validity and reliability of the variables, the research hypotheses were tested, and the results of the model were found reliable.

The results of this study showed that nostalgic personal, historical, and cultural advertisements have positive and significant effects on the revival of the brand. According to the results, historical nostalgia creates appreciation and positive images of the past, and therefore consumers attach more importance to historical nostalgic signs and trust a collective memory of the past. As previous studies have shown, historical nostalgic songs cause customers to respond more positively to advertisements and they become more inclined to recall old songs that cause historical nostalgia than those that cause personal nostalgia. Cultural nostalgia, on the other hand, refers to cultural values and images experienced by the consumer in the past, allowing customers to evaluate the cultural association of advertising brands. The findings also show that nostalgic personal advertising has the third most impact on consumer participation in brand revitalization. This may be because personal nostalgia stems from their memories of the past; consumers feel that the past is more desirable than it was. It is also concluded that the effect of personal nostalgic advertising on enhancing consumer participation in brand revitalization depends on gender. For personal nostalgia, our results show that nostalgic personal advertising has a greater impact on brand revitalization for men, while this effect is meaningless for female customers. This can be attributed to the fact that personal nostalgia perpetuates itself between the present and the past. It most likely prevents women from feeling a continuum between the past and the present, mainly because personal nostalgia reminds them of the physical changes of aging i.e. altered body shape, wrinkles, and so on.

Choice is a new concept in today's world. Most people in developed countries make more choices, both on a daily basis and in relation to their way of life, than they did a hundred years ago. A comparison of the twentieth century with the nineteenth century shows a kind of prosperity achieved through the growing systems of production and distribution, which some interpret as freedom of choice. What is clear about choice is thinking about the criteria for choosing or not choosing, and not only about the concept of how people live but also about the way they think and their identity. Choosing the right food is the first step to having a healthy society. The science of marketing seeks to influence consumer behavior. Consumers’ behavior is strongly influenced by their cultural, social, personal and psychological characteristics. Of course, marketing of the food industry is not possible without considering the criteria for choosing food in the purchasing decision. The food selection criteria in purchasing decisions have been more or less extracted in previous studies, but the relationships between such elements are complex. This complexity varies among consumers with different demographic characteristics. Among consumers in the adolescent age group, however, these differences will face other aspects of purchasing decision criteria. In addition to marketing activities, food industry marketers are concerned about adolescent food health, so are parents and organizations that support healthy nutrition. Therefore, identifying the relationships among the determinants of food choice in adolescents is an important issue that requires proper research. Therefore, the purpose of this study is to find a model to present the relationships between the extracted elements in relation to the criteria for purchasing decision-making in adolescents. Understanding the relationships among these criteria will certainly help marketers, parents, and teen nutrition organizations. Developing a model to determine the input criteria of the purchasing decision-making process in adolescents meets the purpose of the study. The present study is fundamental in terms of orientation and interpretive in terms of research philosophy. Its main strategy is methodological pluralism using two strategies simultaneously. It is based on a qualitative approach and is conducted through combining the two methods of thematic analysis (thematic) and modeling. In the qualitative part, the criteria were extracted by a content analysis, and 20 themes and hidden concepts were extracted from 22 Yazd adolescents in the age group of 10 to 14 years old. The analyses were performed with the 10Nvivo software through structured in-depth interviews. A science was included in the study and 4 components were studied as researcher-made components. In the quantitative part, the opinions of 12 experts, including 6 university professors and 6 managers of restaurants in Yazd were collected regarding the variables. The data were presented by interpretive structural modeling in the form of an applied and abstract model with Excel and Micmac software programs. In this study, 107 primary codes were selected as the sample. Through repeated revisions and the integration of codes based on similarity and relevance through various stages, 14 main themes and 107 sub-themes were extracted for the concept of food choice decision by Iranian adolescents. What follows in the form of 14 categories is the result of a process that began with initial observations and considerations and the identification of indicators. Then, the obtained indicators were categorized and summarized in the form of concepts. Finally, by the integration of the concepts in a more general form, the 14 categories were studied (including, sensory attractions, lifestyle, tendency to modernity in adolescents, religious beliefs, hope for the future, hope for the future, communication, health orientation, familiarity, age of puberty, customer loyalty, ethical concerns, marketing mix and hedonic effects). The results showed that, in addition to the identified components, other components were also effective in the statistical population of adolescents. Also, by interpretive structural modeling, a model consisting of these components was presented to expresses the relationships among them. Knowledge of consumer behavior is considered as an important competitive advantage which leads to a significant reduction in wrong decisions. Consumer behavior in marketing may be less considered. Through consumer behavior marketing, instead of focusing on finding the right customers for the products, one can focus on finding the right products for the customers and coordinate all the corresponding activities that affect the customers and increase profits by creating more satisfied customers. In this study, in addition to the components adapted from previous studies, variables such as puberty, eugenicism, nostalgia and hope for the future have been added to the model, and the relationships among these variables and other components are determined.

Globalization is interpreted, on the one hand, as the integration of markets globally and, on the other hand, as the internationalization of companies. Internationalization, on the other hand, brings economic advantages of scale, higher revenue, fast investment, learning from export processes, and increased productivity for companies. Research on the internationalization of companies has led to the identification of unusual patterns due to the speed of international development and the diversity of market entry in different temporal and geographical dimensions. Thus, not only do early internationalization studies explain these patterns, but also companies can follow these patterns to achieve a fast-paced position in their entering international markets and expanding their world-class operations. In this research, the factors affecting the early internationalization of small and medium food companies in Iran are investigated, and the most important factors are identified and analyzed homogeneously in the form of six main dimensions. This is done through reviewing previous studies and interviews experts. Also, the structural, managerial, cultural, competitive and institutional environments of industries as well as their psychological characteristics are identified and classified. Then, after the completion of the questionnaire by the managers of food companies as the statistical population, the most important components of early internationalization are identified. In the present study, a mixed exploratory method (qualitative and quantitative) is used to conduct the research. In the qualitative method, by a review of the conducted studies, 68 components of early internationalization were identified. Then, by a survey of 17 industry and university experts in three stages, 61 components were selected through the fuzzy Delphi method. Also, based on the reports of the Trade Development Organization, the data of 149 food industry companies that had international activities were reviewed. Next, using the Morgan table, 107 companies were selected as a statistical sample, and the finalized components were distributed among them in the form of a questionnaire. After the analysis of the data by the SPSS software, the most important components influencing the early internationalization of small and medium companies in the food industry were identified.  The elements of early internationalization were classified into organizational, environmental, and individual types. The structural dimension consisted of 16 components, five of which (strategic resources and assets, company goals and strategies, competitive product price, brand reputation, and company size) were listed in the study conducted by Langst et al.  (2014). In this dimension, most company goals and strategies were considered. Tradition (2019) classified the factors influencing the early internationalization of small and medium-sized enterprises into three dimensions including export incentives, export barriers, and company-specific factors. Also, the presence of companies in specialized international exhibitions, the existence of research and development, new production technology, and the size of the foreign market were mentioned in Scleukin’s research (2017) as the other factors of the early internationalization of small and medium companies. According to Methiosinite and Scelyokin (2015), the factors of early internationalization alone cannot lead the company to its goals and mission, but all the factors must be considered in a specific framework and specific classification. They also found that SMEs struggled to enter global markets due to a lack of resources and manpower, but early internationalization allowed SME executives to save the scale and gain access to new customers in markets. Foreigners can access new resources and overcome these limitations. The study showed that, accordance with theoretical literature, the framework of factors affecting the early internationalization of small and medium-sized food companies consists of organizational, environmental and individual domains as well as structural, managerial, cultural, competitive, institutional, environmental and psychological characteristics.According to the percentage of the respondents, the component of "competitive product price" from a structural point of view, the component of "competitive product price" from a managerial point of view, the component of "existence of export-oriented organizational culture" from a cultural point of view, the components of “attending international specialized exhibitions”, and the component of  "responding to unexpected orders abroad" in terms of competitive environment, the component of "structure appropriate to insurance, banking, tax, export support and financial system" in terms of the institutional environment of the industry, and the component of "managerial leadership spirit" in terms of psychology gained the highest scores.The point to make about internationalization in Iran is the negligence of many modes of internationalization, especially early internationalization, and the over-focus of policymakers on exports. However, export is just one of the facets of internationalization. Opportunities such as production in the destination country, especially countries that have lower production costs and more manpower than Iran, representation and branching in foreign countries, direct supply of products, coalition strategies with foreign partners, and the transfer of material resources and technology should also be considered. In this regard, it is of significance to pave the way for the government and to support the foreign trade of domestic food companies to enter global markets. Based on the research findings, it is suggested that food industry companies be highly sensitivity in the choice of the destination countries, and give priority to advertising and sales promotion to rapidly and powerfully enter foreign markets, especially the markets of 15 neighboring countries, which include a market of 400 million people. The market research team conducted a comprehensive study on the taste, packaging model, foreign market traction, and halal food supply. The results help company management teams formulate an appropriate and comprehensive strategy for entering foreign markets and achieving a rapid international status.

Customer satisfaction is critical to the survival of any business. Previous research has focused primarily on customer complaining behavior, but research on non-complaining or silent customers is limited, and there are no extensive studies on this subject. The aim of this study is to identify the effective factors on domestic airline travel service customers and their behavioral and non-behavioral responses. This research is of qualitative type based on a data-based method. The statistical population consisted of the customers of domestic airline travel services. The research data were collected through semi-structured interviews and the data analysis method was performed using open coding, axial coding and selective coding. Finally, a qualitative model was designed. As the results showed, previous customer dissatisfaction experience, change costs, the need for collective grievance, personality traits, habituation and lack of grievance culture are the reasons for the silence of domestic airline travel service customers. Silent customer behavioral responses also include negative word of mouth advertising, customer misbehavior, customer voice and exit. Non-behavioral responses include loyalty and neglect. This research is applied and exploratory, and its method is based on the grounded theory done by means of semi-structured interview tools. The statistical population of this research is the customers of domestic airline travel services. During the past year, they have experienced using the travel services of domestic airlines at least five times. Accordingly, in-depth interviews were conducted with domestic airline travel services customers, during which the interviewees expressed their views, memories, events, and issues and problems on domestic airlines. The data saturation was finally achieved in the 20th interview. Theoretical saturation refers to the stage where the interviewer arrives at repetitive and similar answers from the interviewees and the continuation of the interview does not help to receive new and varied answers. The method of data analysis is in three steps including open coding, axial coding and selective coding. Finally a model was presented. In this study, semi-structured interviews were conducted with 20 clients of domestic airline travel services using the grounded theory method. In their interviewees, they shared their memories, events and experiences. In the 20th interview, theoretical saturation was obtained, and the data were analyzed based on three methods of open coding, axial coding and selective coding. Finally, a model was presented by the researchers According to the results, the variables of previous unsatisfactory experiences, the need for collective grievances, personality traits, lack of accountability, costs of change, habituation, and lack of grievance culture lead to the silence of domestic airline travel service customers. Customer behavioral responses also include negative word of mouth advertising, bad treatment by customer, customer voice and exit, and non-behavioral responses include loyalty and neglect. Understanding and retaining the customer is one of the most important aspects of customer relationship management. The ultimate goal of any business is to meet customer needs and create a culture of customer orientation. This issue is of importance in the service sector; Due to its intangibility, it is more and more important to make customer orientation, provide maximum customer satisfaction, create loyalty, regardless of the needs and desires of customers, and solve the problems raised by them. It does not happen without hearing the customer's voice. Dissatisfied customers who tend to be silent can be dangerous. Complaining customers are the company's best friend, because a complaint warns the company that it is losing customers. Domestic airline travel service companies can identify these factors, remove barriers as well as follow up and take the necessary and effective measures to solve the problems raised by customers to create a competitive advantage and better implement the culture of customer orientation. They can also help customer loyalty and thus improve the service. In the present study, the customers of all domestic airlines have been studied in general. For more detailed studies in the future, it is suggested that the behavior of the customers of each airline be examined and researched separately. The behavior of silent customers in public and private organizations or foreign airlines should also be examined and compared. This study is based on the behavior of the culture of the Iranian society, and the results may not be transferable to other cultures. The subject of this research has been researched for the first time in the country and, due to the lack of similar previous research in the country, it is not possible to study it accurately with predictive approaches.

Over the last three decades, consumer nationalism or consumer ethnicity has been discussed in scientific community, specifically in the consumer behavior arena. Consumer ethnocentrism has a direct and positive effect on the preference of domestic brands, while it does not have a real effect on the actual purchase of domestic brands. The purchasing behavior in a significant part of domestic products is influenced by the phenomenon of ethnicity in consumption. The concept of ethnicity reflects the general tendency of individuals to portray their own groups as the core and refers to the patriotic sentiments and ethical standards of consumers in the preference of domestic products over imported products. Using this concept, individuals compare other social units based on their own groups, reject those with cultural differences, and blindly accept people with cultural similarities in their group. In other words, consumer ethnocentrism is a sociological and economic generalization of ethnocentrism defined as a specific concept in the study of consumer behavior and marketing. A perceived brand value is a consequence of consumer ethnicity, which is defined as the consumer's overall assessment of the benefits of consuming the product based on the perceptions received by the consumer. This evaluation is based on tangible and intangible factors. I The tangible factors are price and quality, and the intangible ones are reputation as well as social and emotional needs. National identity is also referred to as an intangible factor affecting perceived value. This effect is strengthened despite the phenomenon of consumer ethnicity and leads to competitive advantage. The aim of this study was to identify the components of consumer ethnicity events that affect the consumption of domestic goods. The research method was a mixed method. First, the theoretical literature was reviewed. Then, interview questions were designed, and the interviews were conducted with experts in the clothing industry. After the interview and the identification of the components, the thematic analysis method and the fuzzy Delphi method were used to prioritize the components and the adequacy of the data. In the following, the items that have been identified according to the qualitative method were examined using the factor analysis method. The main factors were identified using heuristic analysis, and their accuracy was investigated using the confirmatory method. In the qualitative method, the research community consisted of 20 people including experts in the clothing industry. The consumers of this industry were part of the research community which numbered 310 people.  In this study, through in-depth interviews with the academic and executive experts of the Iranian garment industry and through content analysis and fuzzy Delphi technique, the components of consumer's ethnicities in the consumption of domestic goods were identified. After that, the exploratory factor analysis technique was used to classify the variables, and their accuracy was examined by the confirmation method. In this way, 20 in-depth interviews were conducted. During the interviews, as much as possible, an attempt was made to ask the questions in a way that they did not cause the respondent to be biased. It should be noted that after each interview, the researcher reviewed the text of the interview several times and discovered the basic concepts, extracted and coded them. After the themes were identified, the extracted themes were validated using CVR and CVI tests. Fifteen experts helped with this section. Both tests approved of the research indicators. After the identification and prioritization of the dimensions of national identity, exploratory and confirmatory factor analysis methods were used to classify the identification items in terms of the dimensions of consumer ethnicity events. These items were divided into three dimensions, and strategic strategies for developing ethnocentric events in brand consumption were presented. Consumer ethnicity has been identified as a factor for the growth of the domestic economy and the development of domestic industries. For the growth of ethnicity in consumption, there are also economic, political and social events identified. The most important economic factors include government economic policies, the economic policies of producers and the economic situation of households. Major social factors include the cultural policies of governments, the cultural policies of producers, the cultural factors of the individual, and the influence of groups and others on the choice of individuals. There are the major economic factors of the binding laws of governments and the political conditions that govern the society. Finally, an integrated root-finding framework is designed for domestic consumption. In the field of consumer ethnocentrism factors, it is suggested that clothing designing be done according to the values ​​and principles of the Islamic society and the social factors. By doing this, designers can have a large part of the domestic market. Brands can use the unique capabilities and potentials of social media marketing to achieve their business goals and objectives. Companies can engage with social media by identifying opinion leaders or influencers. Therefore, a high number of followers of these influencers can cause the introduction of a brand or a brand page on social media, which leads to the recognition of the brand on social media and its recommendation to others.

The concepts of customer value creation, organizational networks and open innovation have emerged in recent years, and innovative business models have brought a greater attention to these studies. Organizations have found that the product innovation or the process innovation alone is not enough for a company to stay competitive in today's changing economy. Innovation must be at the core of the organization's business model. Business model innovation transforms one business model into another. This conversion may affect an entire business model, or a combination of elements related to value proposition, value creation, value delivery, value capture, and the relationships between these factors or the value network. There are various methods and strategies to innovate in a organization's business model. None of these methods is a one-fits-for-all remedy for different types of organizations in various industries. The open business model is one of the most common methods considered as a feature that leads to success of many business model innovations among industries Open business models are defined as business models in which cooperation plays a vital role in creating and capturing value in organizations. Despite the benefits and opportunities that such business models create for organizations, they have not been considered in the studies conducted inside the country. This study aims to delve deeper into this concept, comprehensively review the progress made therein, bridge the scientific and practical gaps, and reflect important issues that shall require more attention in future studies. This paper seeks to provide an overview of the importance of the open business model as a field of research concerning the development of related academic research. The areas where the open business model has attracted more attention are also discussed. This paper is an overview of literature and addresses the question ‘what is the summary of the scientific literature on the domain of open business models?’

To achieve this goal, the search began with a combination of keywords in the Web of Science database and subsequently a bibliometric analysis was performed using the VOSviewer software. Finally, a systematic review of literature was conducted following the PRISMA guidelines. For this purpose, in the first step and based on the subject of the study, the research questions were developed in accordance with the research design. In the next step, the research protocol was designed, and an appropriate mental model was plotted accordingly. Subsequently, the inclusion and exclusion criteria were determined. The comprehensive and systematic search began within the literature, and 303 studies were selected. After the classification, screening, and measurement of their quality, 30 studies were finally examined in depth (through a detailed review of their abstracts, introductions, methodologies and results), and the required data were collected.

This study is based on the analysis of the literature related to the open business models. It explains the trend of the developments in the studies of this area and their key findings. There is also an attempt to introduce the most impressive studies, authors, journals, and citations and make a spectrum of frequent keywords in this field. The topics discussed in these articles are divided into eight main categories including Impact on Organizational Performance (7), Typologies (7), Literature Review Articles (5), Necessity of Business Model Openness (3), Open Business Model antecedents (2), Challenges of open Business Model (2), creation of a structure for open business models (2), and open business models in small and medium enterprises (2). Some of these articles cover several topics. Some of the selected articles were literature reviews of the subject (5), some conceptualized the literature related to open business models (7), and some worked to create open business models for real companies (15). The other articles focused on creating a framework for specific companies or specific industries (3) such as newspaper industry, market source software, industry-university partnership, 3M agricultural industry, SAP, Geberit, and the like.

The research results conducted in this article confirm the direct effect of using open business models and moving towards the openness of business models on value creation and the performance of companies. The purpose of this article was to emphasize the importance of the subject by conducting a systematic review using the PRISMA guidelines, the keywords on the web of science database and the VOSviewer software. The results of the study showed the increasing attention of researchers and organizational decision-makers in concepts such as co-creation and collaboration in business models. The trend shows that, over time, changing close business models, moving towards open business models and paying attention to open innovation concepts will be a bigger trend in research articles. Moreover, our finding confirmed the direct effect of moving towards the openness of business models on value creation and improving the performance of companies.

The emergence of new technologies and increasing competition in the business world has shortened the life cycle of products, and organizations and work environments have become uncertain. In environments where businesses emerge rapidly and are excluded from the competition due to the intensity of competition and new entrants, human capital is forced to set basic standards for the direction of its career rather than to remain loyal to its employer. Therefore, success in careers calls individuals to entrepreneurial businesses and having a job parallel to their previous job, which is known in the management literature as hybrid entrepreneurship. Given the current situation, one of the effective ways to adapt to continuous change is the tendency towards hybrid entrepreneurship. This is because the environment of societies today is constantly changing, and it is entrepreneurs who are a model for coping with and adapting to these changing and dynamic conditions. In fact, fluidity and changing circumstances create uncertainty in career path planning, thus, hybrid entrepreneurship becomes a viable option to a permanent job. The concept of hybrid entrepreneurship emphasizes the dual nature of the entrepreneur's job and job position and means having an entrepreneurial job for people alongside their main and permanent job. Hybrid entrepreneurs have entrepreneurial competencies. By starting a new job in parallel with their previous job, they can avoid the risk of unemployment. Therefore, hybrid entrepreneurship is very important for growing economies through setting up small and medium enterprises as the driving force of the economy. This study was conducted to identify and explain the factors affecting the formation and the emergence of hybrid entrepreneurship. In terms of nature, this study is a type of mixed research done with a qualitative and quantitative approach. It is also applied in terms of purpose and based on the data collected through a survey. The statistical population of the study is experts consisting of university professors and successful entrepreneurs. Using the snowball sampling method and based on the principle of theoretical adequacy, 40 of them were considered as the research sample. The research sample in the qualitative section introduced the components of hybrid entrepreneurship and had information about the subject. Therefore, the same people were used in the quantitative section. The data collection tool was semi-structured interviews in the qualitative part. They were done in person and sometimes by telephone. The research interviews consisted of six questions and took an average of 30 minutes each. The interview questions based on hybrid entrepreneurship backgrounds included people's tendency towards hybrid entrepreneurship, their motivations and reasons for turning to hybrid entrepreneurship along with the questions related to hybrid entrepreneurship backgrounds including the consequences, effects and applications of hybrid entrepreneurship. To evaluate the validity and reliability of the data collection tools in the qualitative section, the content validity and the theoretical validity and reliability within the intermediate encoder were evaluated. Confirmation was achieved for these two indicators. Also, the data collection tool in the quantitative part of the questionnaire was given to the experts in person and by email. The research questionnaire was developed based on the qualitative part and the identified components related to hybrid entrepreneurship. It was evaluated based on a five-point range of importance for each component, from very high to very low. The validity and reliability of the data collection tool in the quantitative validity part were the validity of the content and the reliability of the retest; the validity and reliability of the questionnaires were both confirmed. The results indicate that the most important factors in hybrid entrepreneurship are attention to diverse career path behaviors, financing, and living expenses. Turning to start-ups, career success, job seekers' role models, and entrepreneurship are also good hybrid entrepreneurship factors. A hybrid entrepreneur is defined as an individual who combines two ways of earning money, employment and entrepreneurship. So, hybrid entrepreneurship literally means doing a job while starting a business. Hiridian entrepreneurship does not necessarily seek to become a full-time entrepreneur. Unfortunately, the word entrepreneurship has caused a deviation in the meaning of job creation. In addition, it has a broader and more valuable meaning than job creation.

A review of the research backgrounds in the field of business accelerators shows that many studies have considered the effects of this process on investment, ecosystems, entrepreneurship and innovation in general. However, none of these studies focus on specific industries such as telecommunications. Also, there has been no centralized information and communication technology, so there is a research gap. It was found that there is no model to express the accelerating components of technology businesses in this field. Due to the role of advanced technology in the telecommunications industry, the increasing development in the field of silent technologies and the transfer of advanced technologies in the industry, the need for accelerators of innovation in the industry is very urgent. They need to be able to come up with innovative ideas regarding feasibility studies, testing, funding and marketing after commercialization; Therefore, it is absolutely necessary to fill the gap between the presence of a scientific model in a technological accelerator in Iranian communication services companies, most of whose technology is imported from China, Korea, etc. This is the innovative aspect of this research for the first time in Iran and in the telecommunications industry. One of the main reasons for the failure of accelerators is the lack of experience and competency of some entrepreneurs, which would promote different learning achievements and skills in a variety of fields. Therefore, the main purpose of this study is to design an accelerator model of technological businesses in the field of communication service companies.

The present research is applied in terms of purpose and qualitative in terms of data collection. Due to the nature of the research problem, the researcher has solved it with an interpretive paradigm through a qualitative approach and inductive logic. So, the question to answer is how the accelerator model of technology businesses is formed in communication service companies.In the first part of this research, the texts related to the concepts of accelerator and technological businesses have been extracted from library sources, and the criteria are set with regard to the keywords of accelerator, technological business and their derivatives. In the second part of the study, interviews were conducted with 19 managers of Iran's telecommunications technology in the summer of 2020. The statistical population of the study included the experts from the academic sector who had at least two articles in the field of technology business and research projects in this field. In the executive sector, there were people with a university degree and at least four years of work in the field of technological business in the field of telecommunications technology. The sampling was performed purposefully and continued until the researcher reached theoretical saturation. In this study, the interviews were semi-structured and the 5w1h technique was used to answer some questions such as how, why, what, where, who and when. The codes were extracted for 19 interviews that became saturated, and no new code was added to the previous codes during further interviews. This number of samples was enough for the interview section. In order to analyze the data, encoding was performed using the Atlas T software version 8. In this research, three methods were used to realize the validity of the research tool, including using two tools for writing questions, correcting the questions by experts, and finally reviewing the questions by conducting two preliminary interviews. This was done up to sample 19. The reliability coefficient based on the agreement between the two coders was 66%. The strategy of the present study was to better solve the problem of the data theory of the Strauss and Corbin Foundation, in which the researcher follows a process theory and describes the actions and interactions that occur over time.

In the present study, the researcher reached theoretical saturation after nineteen interviews. The interviews were briefly conducted with the question of "designing an accelerator model of technology businesses in communication service companies" (open interview). Also, two stages of open and central coding were used. The interview questions were ‘What are the most important infrastructures for creating accelerators in the field of ICT?’, ‘What factors will accelerate the commercialization of ICT startup products in accelerators?’, ‘What will be the consequences of accelerating the creation of technology businesses in the field of ICT?’, and ‘What facilitators are involved in existing startups in the ICT accelerator?’The research led to the identification of 11 categories and 52 selected codes. The strategic factors included organizational factors and technology development and transfer, causal factors including financing and opportunity recognition, intervening factors including entrepreneurship component, and contextual factors including managerial components, which are environmental, cultural and economic. Finally, the consequences include technological entrepreneurship and coaching.

The results show that the current situation in the country and its role in technology businesses to create employment and generate new opportunities in the field of economic activities are appropriate. By recognizing the accelerating areas of technology businesses in communication services, companies can create new opportunities for entrepreneurs. It can cause the economic and social progress of the society.