نشریه مدیریت تبلیغات و فروش
سال چهارم شماره 1 (پیاپی 13، بهار 1402)

Views of influencers and celebrities specifically affect the perception of social media users. Therefore, personal brands are looking for activities in social media to create the correct image in the minds of users. However, all users' interactions with celebrities are not normally efficient. In this case, many users try to express their complaints and dissatisfaction in various fields with various dysfunctional behavior. In this regard, this research aims to design the model of online dysfunctional behavior and its role in personal branding by using grounded theory. The research statistical population includes those celebrities and influencers that are known and accepted in social media. In this research, a combination of theoretical, snowball, and purposive sampling methods was used to select the sample. Open coding, axial coding, and selective coding methods have been used to review and analyze the collected data. Finally, the results of the research were obtained by identifying the causal conditions from two psychological and sociological perspectives. In this regard, macro factors of cultural gap and colloquial literature were identified as the background conditions of the research subject. The amount of social media use and media literacy were also identified as intervening factors. The celebrities' interaction strategy was chosen in the section on actions and interactions. Finally, the consequences were also explained at three individual, marketing, and cultural levels.

Developing knowledge and skills in the field of interest is one of the main steps to improve human resources. Personal-commercial development planning helps people to identify their needs for improving knowledge and job skills based on the results of the analysis model of personal strengths, weaknesses, opportunities and threats, and plan on them. to suit Empowering operational processes and human forces in the organization to increase the quality of performance is a requirement for organizational development and transformation. The most important factor of this change and development is behavioral maturity at the individual and group levels, which scientific and scientific guidance will increase productivity in performance. The purpose of this research was to develop a personal-business development model for Arvand Free Zone Organization employees. The current research is qualitative in terms of purpose, application and research method. The data of the qualitative part was collected with the help of semi-structured interviews. In the field of theoretical foundations and research literature, information was collected through library resources, articles, and the global communication network (Internet). In the qualitative part, the research community included senior managers and organizational elites. In qualitative research, the number of samples was determined based on the principle of theoretical saturation; That is, data collection is stopped when new information or data related to the subject of study is not obtained. The results showed that the results of interviews with Arvand Free Zone experts showed that the causal factors affecting the personal-commercial development of employees are divided into three components: employee motivation, knowledge-based and individual factors. Also, self-efficacy, technology skill, communication skill and team work skill are considered as the components of the core category. Background conditions were counted in factors such as personal relationships, learning infrastructure, human resource management and meritocracy. The intervening factors were summarized in three components of fairness, performance evaluation and employee participation. The results showed that the effective strategies and consequences on the personal-commercial development of employees can be described in components such as individual and organizational strategies.

Successful cinema marketing is one of the most important advertising and marketing strategies that is used today in major countries in the world of cinema. Today, the form of direct marketing and advertising in the cinema space has become obsolete and new methods have been introduced for this purpose. Therefore, the aim of the current research is to present a successful model of cinema marketing and then measure the most important effects of its strategies. For this purpose, firstly, the desired conceptual model was presented, which includes 5 causal factors, contextual factors, intervention factors, strategies and finally consequences. The research method of the present study is applied in terms of purpose and in terms of nature, it is classified as descriptive-survey research. The statistical population of this research is the people of advertising in cinema, which includes investors, producers and employees of cinema advertising institutions, whose number is uncountable, and using Cochran's formula at a confidence level of 95%, 384 people were selected through available sampling. The method of statistical analysis is also done in descriptive statistics using spss software and in inferential analysis using smart pls software in the method of structural equations. Also, the results of the research in the quantitative part showed that the variables of the causal conditions of the research on the marketing of cinematic situations (0.641), the marketing of cinematic situations on the research strategies (0.526), the intervening factors of the research on the research strategies (0.687),

Sustainable banking seeks environmental sustainability in order to properly manage energy consumption, establish an optimal pattern of energy consumption, and consider environmental benefits. It also helps achieve security and stable profit in the country's banking industry. Therefore, the current study has been conducted with the aim of designing and validating a sustainable banking model to achieve the goals of a resilient economy. From the point of view of the purpose of this study, it is an applied-developmental research that was conducted with the mixed research method. The statistical population of this research includes 384 experts with banking experience and data collection tools, domestic and foreign articles and questionnaires. In order to identify research indicators, meta-composite qualitative analysis has been used. Then the presented model has been validated using the partial least squares technique. The research data analysis was done in the qualitative phase with MaxQDA software and in the quantitative phase with SMART PLS software. Based on the results of this research, managerial commitment has an impact on risk management and human resource management. Also, the two mentioned components are effective on the structure of the banking system. The structure of the banking system also leads to the improvement of the quality of service provision and the improvement of banking performance. Improving banking performance and services also leads to achieving economic, social and environmental sustainability, which provides the achievement of the goals of resistance economy. Finally, it was determined that the resistance economy facilitates the path of achieving the goals of sustainable banking.

the aim of the current research was to identify the barriers to the implementation of this system as well as the relationships between these barriers. Prior to any enforcement action, it is necessary to identify barriers to the implementation of such a system. This study is of a mixed type (qualitative and quantitative), with a practical purpose. the interview method and tools were used in the qualitative part of the research, and the questionnaire method (based on the ISM method and the DEMATEL model) employed in the quantitative part. After identifying the barriers, the relationship between these categories was investigated in two stages: intra-group (6 different matrices) and inter-group (extraction of the most causal and effected categories). Finally, the most important barriers with the most causal (as well as effected) role were identified. This study showed that there are many barriers for the implementation of a total health information system in Iran, among which the most important one with the greatest causality is related to the economic rent, lobbying, and huge incomes resulting from the lack of transparency and the lack of access to information in this area. As a result, the interest groups in this area are always trying to prevent development of a total information system in the health sector. In the meantime, the role of the security perspective on the category of information sharing,

The purpose of this study is to investigate the effect of marketing capabilities on the dimensions of the competitive strategy with the mediating role of dynamic management capability and the moderating role of competition intensity. The research method is descriptive-correlation. The statistical population of this research is the top managers of sample export companies. A standard questionnaire was used to collect data. Multivariate regression method based on structural equations using smart-pls 3 software was used to analyze the data. Findings showed that in the final model of this study, marketing capabilities have a significant effect on cost efficiency and marketing differentiation with a path coefficient of 0.500 and 0.457, respectively. The moderating role of competition intensity on cost efficiency and competitive differentiation was not significant. Also, the mediating role of dynamic management capability on the relationship between marketing capabilities and cost efficiency could not be justified, but on the relationship between marketing capabilities and marketing differentiation was significant. This indicates the importance of the dynamic management capability variable and it is recommended that the managers of export companies include dynamic management capability as an efficient variable in formulating their strategies.In addition, since the information ability of the market has the greatest effect on the formation of people and the company's strategic position, export manufacturers must carefully manage the development and strengthening of this ability for appropriate and effective design.

This research aims to investigate the impact of Environmental Advertising on Consumer Ethnicity, Brand Awareness and Brand Reputation in Entrepreneurial companies; the moderating role of perceived Value and Consumer Behavior. The statistical population of the current research includes managers and sales experts of entrepreneurial companies in the men's and women's clothing industry in Semnan province. Based on Morgan's table, 384 of them were selected as a sample. The measurement tool in this research included six questionnaires. For data analysis, descriptive statistics methods and at the level of inferential statistics, the Kolmogorov Smirnov test, and appropriate statistical methods such as PLS method and structural equations were used for data analysis. The results confirms of all research hypotheses, the relationship between Environmental Advertising and Brand Awareness with regard to the mediating role of Consumer Ethnicity, the relationship between Environmental Advertising and Brand Reputation with regard to the mediating role of consumer Ethnicity, the relationship between Environmental Advertising and Consumer Ethnicity; with regard to the moderating role of Value Perceived, the relationship between Consumer Ethnicity and Brand Awareness with regard to the moderating role of Consumer Behavior, the relationship between Consumer Ethnicity and Brand Reputation with regard to the moderating role of Consumer Behavior, as well as the relationship between Environmental Advertising and Consumer Ethnicity, the relationship between Environmental Advertising and Brand Awareness, the relationship between Environmental Advertising and Brand Reputation, the relationship between Consumer Ethnicity and Brand Awareness and the relationship between Consumer Ethnicity and Brand Reputation in the research model.

The purpose of this research is to design a green marketing model with the foundational data theory method. With a comprehensive approach and a qualitative research method derived from the theory of Strauss and Corbin (1998), this article examines and presents the green marketing model in Snowa Company. The sample size for interviewing experts was finalized in the framework of theoretical saturation, and the foundation data theory strategy including open, central and selective coding and also the basic model of this theory was used to develop the model extracted from the article. The findings led to the identification of causal conditions, contextual conditions, intervening conditions and evaluation dimensions to present the green marketing model. The results of the research showed that the effective causal factors in green marketing include: ecological changes, the state of green economy, changes in technology and marketing, attention to the development of sustainable capital. Also, the effective strategic factors of the green marketing strategy and the formation of the green committee to preserve the environment and develop sustainable marketing and strategic planning and evaluation and paying attention to the customer's needs are appropriate to the situation. Also, the effective consequences include social and environmental sustainability and optimal performance and efficiency of green marketing and development of social sustainability and development and prosperity of green interactive economy and quality in innovation of green products.

The main goal of any organization is to achieve the best quality of work through employees, managers play a very important role. Managers and leaders of organizations often face paradoxes that make it difficult for them to make decisions. Therefore, it is necessary to develop a competency model for human resource managers considering the importance of their paradoxical role for organizations. This research aims to provide a model of paradoxical managers' competence by systematically examining case studies in the field of competence and paradox. The Meta-Synthesis research method is based on the seven-step model of Sandelowski (2007), during which 348 primary articles were found in the period of 2000-2022, and at each stage, the articles that did not meet the desired criteria were excluded from the research. Finally, 11 articles were analyzed after obtaining all the desired criteria. After coding the desired articles, the results in the form of a conceptual framework show that individual competencies have 6 categories (human resources analyst, IT knowledge, cognitive competence, development, leadership, multitasking), managerial competencies with 2 categories (, resource management and relationship management) and functional competencies with 4 categories (organizational knowledge, industry knowledge, knowledge of the external environment and strategic partner-consultation) which is more related to the nature of technical and engineering fields in comparison with humanities fields, and human resource managers can give a more appropriate answer to the paradoxes that have arisen in their organization by developing these cases.

The aim of the current research is to design a model of a heterogeneous co-creating ecosystem in the tourism industry from the perspective of experts, managers and employees, customers and tourism agencies, which is based on the data theory of the Strauss and Corbin Foundation. Using the purposeful sampling method, semi-structured interviews were conducted with three groups of experienced experts including 21 managers and employees of Shiraz hotels, 15 customers and 15 managers of tourism agencies. The data was extracted and analyzed in three stages of coding (open, central and selective). The result obtained was 29 general categories, which in the form of a paradigm model include causal factors (customers' co-creation, suppliers' co-creation, managers' co-creation, employees' co-creation), contextual factors (customers' personality traits, employees' characteristics, technological advances) hotel, characteristics of managers and industry characteristics), intervening factors (obstacles related to the hotel, barriers related to the industry and national barriers), strategic factors (improving communication mechanisms with ecosystem actors, improving communication mechanisms between ecosystem actors together , increasing the satisfaction of ecosystem players, clarifying the processes of providing services to customers) and consequences (consequences for the hotel, consequences for customers, consequences for employees and consequences for the society). The operationalization process of the homogeneous heterogeneous ecosystem model and the relationships between categories and their dimensions are depicted by this model.