نشریه دانش کارآفرینی
پیاپی 5 (زمستان 1401)

Attracting the customer is not possible when the goal is to sell a product to the final buyer. Instead, sellers try to attract customers by creating various stores, advertising, designing and building various showcases to offer the product. Therefore, this study aimed to investigate the effect of augmented reality on customer buying behavior with respect to the mediating role of perceived pleasure and customer satisfaction in the tourism industry. This research is of applied type, and the research method in this research is descriptive-survey type. The statistical population of the study includes the customers of Elie Gesht Company and the sample size (384 people) has been calculated using the Cochran's formula. The required information was collected using standard questionnaires. In this study, in order to determine the reliability of the questionnaire, Cronbach's alpha test was used and the data were analyzed using Smart PLS software. The method of data analysis is also partial least squares. The results show that augmented reality has a positive and significant effect on perceived pleasure and customer satisfaction in the tourism industry. Perceived pleasure also has a positive and significant effect on customer behavior. But customer satisfaction does not have a positive and significant effect on customer behavior and perceived satisfaction on customer satisfaction.

In recent decades, the global economic system has created macro wealth and the spread of contradictions such as the gap between rich and poor, this gap has led to the emergence of entrepreneurial ideas in the field of social issues. Social entrepreneurs decide to respond by defining and implementing new business models to the needs of the deprived and helpless.

Addressing the gap between theories in this social entrepreneurship requires a review of studies conducted in the field of social entrepreneurship and its impact on the empowerment of the disabled.

In this study, in order to create a link between empowerment studies of the disabled as a vulnerable group of society and social entrepreneurship, therefore, to better identify the dimensions of this issue, led to the study of previous research.

According to previous studies, it can be said that social entrepreneurship activities lead to the empowerment of people with disabilities for self-efficacy and a sense of personal worth with the power of choice and effectiveness in these people. Keywords: Social Entrepreneurship, Empowerment, Disabled, Employment

Due to the current situation in Iran and the existence of currency problems in transferring currency from Iran to other countries, the need to identify the appropriate international payment method in the face of sanctions, as a social responsibility has become more necessary for the country's Banking system. In this article, it has been tried to choose the most suitable international payment method focusing on foreign brokers in Iran's Banking system, so that in addition to fulfilling the social mission of Banks, the best advice can be provided to corporate clients with a social marketing approach.This research is a combination of library studies and interviews with experts in terms of practical purpose and data gathering. It is also a method of gathering library and field information. Data gathering tool after discovering the dimensions of the research through in-depth interviews with experts was a questionnaire that was designed with 24 questions researcher's made and after proving its validity and reliability among the research population (32 experts in the Iranian Banking system). This questionnaire was designed to research four main hypotheses in terms of "open account", "Advanced-Payment", "Collections" and "letter of credit" in order to select the best international payment method . The results of using some non-parametric tests showed that foreign brokerages of the Banking system only tend to use the two methods of "open account" and "Advanced-payment", which the use of "open account" is more than the "advance-payment" method. Finally, suggestions were made to managers in the field of staff-training.

This article aims to investigate the relationship between cyberspace capabilities and the characteristics of international entrepreneurship and improve the export performance of knowledge-based companies. This research was conducted by descriptive correlation method. The statistical population of this study includes 293 knowledge-based companies in Khorasan Razavi province. A total of 166 managers of these companies were selected as a research sample by simple random sampling method. The data collection tool was three questionnaires of cyberspace capabilities, international entrepreneurial characteristics and export performance that were used as researchers. Content validity, face validity, structural validity and validity of the questionnaires were confirmed. The results showed that there is a relationship between e-commerce capabilities and the Internet with the characteristics of international entrepreneurship. There is also a significant relationship between e-commerce and Internet capabilities and international entrepreneurial characteristics with improved export performance. The results also showed that the capabilities of the Internet and e-commerce and the characteristics of international entrepreneurship affect the export performance of knowledge-based companies.

Social entrepreneurship is a new topic in the field of entrepreneurship that can solve many social problems if it is institutionalized in the foundation of society. Social entrepreneurship is a multidimensional structure that has been discussed in previous studies, but so far in case studies, the effect of social entrepreneurship orientation on the three basic dimensions of financial performance, social performance and social innovation, each of which plays a significant role in the field of social entrepreneurship, has not been studied together. The purpose of this study is to investigate the three dimensions mentioned and the relationship between them in the field of social entrepreneurship. The present study is a quantitative descriptive-survey research in terms of practical purpose and approach and in order to collect data, a statistical population consisting of 186 graduate students in the field of entrepreneurship in Tehran has been considered. . Using the analysis of the collected data, it was explained that social innovation, which itself consists of two parts: product innovation and service innovation, leads to the creation of social values. In addition, it was found that although social entrepreneurship orientation has a direct negative relationship with financial performance, but this relationship is completely neutralized by the mediating relationship of social orientation to financial performance through social performance, so it can be concluded that social entrepreneurship orientation directly it doesn’t lead to higher financial performance, but its impact on social performance leads to higher financial performance.

Brand development and management is a top priority for many organizations because the brand is one of the most valuable assets for organizations. In order to achieve a competitive advantage, the marketing activities considered in these organizations must have an effective approach and the brand-related marketing communications must be in line with the marketing strategies. Similarly, researchers have done a great deal of research to understand the factors influencing brand development and management. With the advent of social media and its growing popularity, brands are also using social media as an effective channel to spread marketing communication messages, which has created a new type of communication, which is used in the best way and has become an important turning point. Has been created to successfully create and maintain a brand image, and has provided new opportunities to share brand-related information. Definitely one of the most important marketing communication tools that play a key role in consumer behavior and purchasing decisions is the content of brand advertising. Therefore, this study examines the impact of content on social media advertising on consumer behavioral intent.