نشریه رویکردهای نوین در مدیریت و بازاریابی
سال دوم شماره 1 (پیاپی 2، بهار و تابستان 1402)

The present study was conducted with the aim of predicting consumer loyalty through the role of flow experience, perceived value and corporate social responsibility. The research method is descriptive-survey and causal-correlation type. Measurement tool, Guerra-Tamez & Franco-García (2022) questionnaires, including flow experience; Attention; Focus; the concept of time; Guerra-Tamez et al (2021) perceived value; Loyalty and Islam et al (2021) is the social responsibility of the company, and the statistical population of the present study is the consumers of Istec brand drinks in Kermanshah. Due to the fact that the number of statistical population in this research is large and uncertain, Cochran's formula for unlimited populations was used to determine the sample size, and the number of sample members was selected considering the estimated amount of 384 people as available sampling. To check the normal distribution of the data used, Kolmogorov-Smirnov test was used and to analyze the findings and test the research hypotheses, structural equation model was used through AMOS software. The results showed that attention, concentration and the concept of time have a significant effect on the flow experience. Other results showed that flow experience, perceived value and corporate social responsibility have a significant effect on consumer loyalty at the p<0.05 level. In this regard, it can be said that this company personalizes its customer experience by using the available information and creates it according to the individual needs of the customers. In this way, customers will feel that the necessary attention is given to them.

The purpose of this research was to investigate the relationship between talent management and organizational entrepreneurship with the mediating role of knowledge management in Sirjan municipality. This research is applied in terms of purpose and correlational in terms of nature and method. The statistical population of this research consists of all the employees of the above-mentioned company, whose number has reached 1206 people in 1402. Based on the table of Karajesi and Morgan (1970), a sample size of 292 people has been determined from the mentioned statistical population, and the share of each unit and the relevant employees has been determined by random class method and proportional quota method. Data collection tools are three questionnaires. has been standard. Data analysis has been done using structural equations and Lisrel software. The research findings indicate that: there is a positive and significant relationship between talent management and organizational entrepreneurship with the mediating role of knowledge management. There is a positive relationship between talent management and organizational entrepreneurship. And there is meaning. There is a positive and meaningful relationship between talent management and knowledge management. There is a direct and meaningful relationship between knowledge management and organizational entrepreneurship.

Today, persuasive methods are very common in people's daily lives and serve as a practical tool for people to communicate with each other and understand the world around them. The present study was conducted with the aim of investigating the effect of brand persuasive methods on the perceived honesty of the brand with the mediating role of perceived value and the moderating role of need for recognition. This research is correlational in nature and content. In this research, the information related to the answers of 384 customers of Farsh city in Tehran city level was collected in order to investigate the relationship between the variables to test the research hypotheses. The collected data have been analyzed using SPSS and Smart PLS software. The results of this research showed that the customer's perceived value has a mediating role in the relationship between brand persuasion methods and perceived brand honesty. Also, the significance level of the moderator coefficient of the need for recognition is equal to 0.371, which indicates that it is not significant. This coefficient is (p < 0.05). In other words, the need for recognition does not play a moderating role in the relationship between brand persuasion methods and perceived brand honesty.

.Today, with the advancement of digital and internet, verbal marketing has found a new platform for activity. In fact, marketing in social networks has changed verbal marketing. One of the most important results of social networks is the formation of electronic verbal marketing among the members of these networks, which is considered as one of the most important applications of these networks. The phenomenon of tourism has always been important and based on the predictions made, it will become the most profitable industry in the world, and in the meantime, the field of health tourism is of great importance. Hence, the aim of this research is to investigate the role of effective factors on electronic word of mouth marketing in the growth of health tourism economy (case study: Shiraz city). Descriptive research is a survey. The statistical sample of the research included 56 health tourists from Shiraz, who were selected and interviewed non-randomly. Data and scenarios were analyzed using fuzzy cognitive mapping technique and the research model was designed using social network analysis. In this regard, several factors are involved, among which the verbal advertising factors of users, improving the experience of tourists and increasing interaction with tourists were the most important respectively; Because they were more central. Finally, based on the obtained results, suggestions were made regarding the development of electronic word of mouth marketing in the growth of health tourism economy (case study: Shiraz city).

The main goal of this research is to investigate the impact of social media participation on green management (case study of Shahrekord industrial company employees). The current research is practical in terms of purpose and descriptive-survey in terms of data collection. The statistical population of this research is 3000 people from Shahrekord industrial companies, 219 people were selected as a sample using Morgan's table and the questionnaire was distributed among them by simple random sampling method. ) and green management questionnaire was used. SPSS and PLS software were used to analyze the data and test the hypotheses. The results showed that the amount of use of social media, the type of use of social media and the amount of trust in users in social media have a positive effect on green management. This means that with people's easy access to cyberspace and social networks, the Internet has become an inseparable part of life. In order to make optimal use of the created space, companies are trying to use this opportunity optimally and to their advantage and improve the management of Saber.

Creativity and innovation and the ability to discover new opportunities are among the most obvious characteristics of entrepreneurs. Entrepreneurship is actually a kind of human action that occurs in the field of economic activity. Competition in technology and guaranteeing and continuity of life and survival in organizations and industries requires finding new solutions and methods to deal with problems, which depends a lot on innovation, innovation, creation of new products, processes and methods. Entrepreneurship in organizations and industries includes the cultivation of entrepreneurial behaviors in this field, in which managers provide conditions so that all employees enjoy the spirit of entrepreneurship. This research aims to identify the challenges of innovation, creativity and entrepreneurship in Iran's Trade Development Organization and an attempt has been made to prepare a unified model of these problems under the title of barriers to entrepreneurship in this field, which include education, characteristics The managers of the Iran Trade Development Organization are the dimensions of time and technology. Also, it has been discussed about educational programs as one of the strategies for developing and promoting entrepreneurship, and an effort has been made to show the importance of the role of entrepreneurship and the entrepreneurial perspective in starting a business and managing large organizations. The data were analyzed with Student's t-test, Spearman's correlation coefficient (p), beta (β) significance test, and linear regression.

The main purpose of this research is to investigate the factors affecting the creation and development of Tabriz Oil Refining Company's product brand. The current research is applied in terms of purpose and descriptive-correlation in terms of execution method. The statistical population includes the employees of Tabriz Oil Refining Company and their statistics are about 1500 people based on the received information. The estimated sample is equal to 306 people based on Cochran's formula, who were selected from the population by random sampling method. A standard questionnaire was used to collect data. A regression test was used to analyze the hypotheses. The results of the research showed that the mental image of the industry has an effect on the creation and development of the Tabriz Oil Refining Company product brand. The mental image of the brand and product has an impact on the creation and development of the Tabriz Oil Refining Company brand. The awareness of the brand and the heritage of the brand has an impact on the creation and development of the brand of Tabriz Oil Refinery Company products. Also, the internal environment of the company and the external environment of the company influence the creation and development of the brand of Tabriz Oil Refinery Company products

Ensuring the quality of goods during their transportation along the supply chain has always been an important issue. Blockchain technology, with data registration, guaranteeing its transparency and immutability, has always attracted the attention of researchers in the field of supply chain. In Iran, due to the increasing growth of competitors in the dairy industry, increasing productivity in the supply chain of this industry is an important issue. The purpose of this research is to introduce the effective factors in the implementation of blockchain in the dairy products industry and also to examine their structural relationships. For this purpose, after extracting the factors from the research literature, its effectiveness was determined by the fuzzy Delphi technique. Out of the 39 extracted indicators, 27 indicators remained in the research and were analyzed with fuzzy Dimetal technique. According to the results of fuzzy fuzzy analysis, considering the maturity level of blockchain technology is the most effective factor and creating speed is the most effective factor for the implementation of blockchain in the desired industry. The results of this research will help those who plan to implement blockchain in the dairy products company to know the factors they should consider for this work. The studies of subsequent researchers can facilitate the achievement of this goal by modeling or presenting how to implement this technology in the desired industry. Also, researchers can investigate different application areas for blockchain implementation.

 Exporting is one of the most attractive methods of entering foreign markets for small and medium-sized companies. What is important among these is to examine the factors affecting exports and determine the important variables and then make appropriate policies based on the results of the research and development of the export of goods and services. The present study was conducted in order to investigate the effect of marketing capabilities on the financial performance of export companies. The statistical population consists of small and medium export companies. The research data was collected through a questionnaire among 340 active companies that are active in the international field of this industry, through virtual communication channels, and about 150 companies responded to the questionnaire items based on the Cochran formula and using a simple random sampling method. Then, the data of these questionnaires were extracted and analyzed using spss software, partial least squares method and smart pls software. were analyzed. Examining the results of this research showed that financial resources, information resources and relational resources have a significant effect on the financial performance of export companies.

Digital transformation has transformed many industries in recent years. One of the consequences of digital transformation can be mentioned the change of structures, procedures and processes. The wave of digital transformation has also caused fundamental changes in the banking industry. Digital banking is the provision of banking services based on digital technologies. Iran's banking industry has turned to digital services in recent years and this industry can be considered one of the leading industries in the country. However, there are strategic entry barriers in the way of banks to join the wave of digital transformation and sometimes it prevents them from joining this wave. The present study examines the barriers to strategic entry into the digital banking industry in Iran using the meta-composite method. In a period of ten years from 1391 to 1401, this research has examined the researches conducted in this field and has extracted the most important barriers to strategic entry into the digital banking industry. Research studies show that barriers to strategic entry into the digital banking industry in Iran are divided into two general categories: "internal" and "external" and factors such as: cultural, managerial, technological, financial, political-legal and skill barriers. They are effective.

As a revolutionary invention, the Internet is always evolving into a new type of hardware and software that makes it irresistible to anyone. The type of communication seen today is human-to-human or human-to-machine, but the Internet of Things promises a great future for the Internet, where it is machine-to-machine. The Internet of Things is defined as a paradigm in which objects with sensors, actuators and processors communicate with each other to achieve a meaningful purpose. Human resource management is a systematic approach that provides practices to support all aspects of the employee life cycle, from recruitment to exit. This article examines the impact of the Internet of Things on human resource management in the fourth industrial revolution and tries to develop a framework to understand it. The results of the survey showed that during the transfer of workflow to a digital and simple workflow, there is a need to measure the benefits of internal and outsourcing solutions for personnel management. These are the parameters that can justify the costs of an internal solution or a cloud-based human capital management solution by objectively measuring both options. These key performance indicators are workflow, flexibility, accountability and cost-effectiveness. Workflow is a continuous input-output process in a company that can sometimes be compressed. Without the help of automation, these setups are prone to mistakes due to repetitiveness.

The purpose of this research is to assess the educational and economic needs of investors in the tourism sector in Kohgiluyeh and Boyer Ahmad provinces. Research data were analyzed using the hierarchical method. The research community includes all the investors of the tourism sector in Kohgiluyeh and Boyer Ahmad provinces, which according to the statistics of the General Directorate of Cultural Heritage, Tourism and Handicrafts of the province, this number reaches 200 people. The sampling method is available in the form of sampling. According to the findings of the research, the most important effective factors in prioritizing the education of investors in the tourism sector in Kohgiluyeh and Boyer Ahmad provinces, from the strongest factor to the weakest factor, are: training in the correct methods of communicating with tourists, training in removing misconceptions about tourism , teaching the correct investment solutions in the tourism sector, teaching the economic basics of tourism, continuous and intermittent training to teach the principles of tourism, creating an effective and efficient educational system in order to understand the strategic needs of the tourism industry, insurance and tax training in the tourism sector, teaching the legal basics of tourism. The most important effective factors in the economic prioritization of tourism sector investors in Kohgiluyeh and Boyer Ahmad provinces, from the strongest factor to the weakest factor, are: income generation in the sports tourism sector, income generation in the transportation and hotel tourism sector, income generation in the tourism sector Therapy, income generation in tourism handicraft sector, income generation in tourism recreation sector, income generation in tourism ecotourism sector, income generation in cultural and religious tourism sector, income generation in natural tourism sector.