نشریه مطالعات مدیریت، اقتصاد و کارآفرینی
سال یکم شماره 1 (بهار 1399)

The main purpose of this study was to identify the impact of social media marketing activities on brand equity and customer response in the airline industry. This is an applied descriptive study and is one of the field studies. And since we are looking for a relationship between the research variables, this research is a correlational one. Statistical population includes all customers referring to Mahan Hopi Company which are 401 people selected according to Morgan table. Data collection tool was Sue and Park (2018) questionnaire. Data were analyzed using descriptive and inferential statistics using SPSS and PLS software. The results indicate that social media marketing activities have a positive impact on brand equity at Mahan Airlines. Social media marketing activities have a positive impact on customer loyalty at Mahan Airlines. Brand equity has a positive impact on customer loyalty at Mahan Airlines. Customer loyalty has a positive impact on word-of-mouth advertising at Mahan Airlines. Brand equity plays a mediating role in the impact of social media marketing activities on customer loyalty at Mahan Airlines.

Identifying intellectual capital is a key strategic issue; therefore, its status should be reported regularly to the board of directors. And most organizations and other interest groups are finding the right answer to the basic question of whether intellectual capital affects organizational performance in the post office of Mazandaran province. This research is based on the objectives of the applied research and is based on data collection and research design, descriptive-survey method. The statistical population of this research is composed of all heads, senior deputies and senior experts of Mazandaran Post Office, which consists of 169 people. Of these, 118 people were randomly selected according to Morgan's table. A questionnaire was used to collect data. After collecting data from the prototype, Cronbach's alpha coefficient was calculated using SPSS software, which was 0.972. We used Kolmogorov-Smirnov test (KS) to test the claim that the distribution is normal. The result of the Kolmogorov-Smirnov test (K.S) is that the claim to the normal distribution of the corresponding is accepted. Therefore, for analyzing the hypotheses, the regression model has been used. Results indicate that intellectual capital and its components, human capital, communication and structure, have a positive and significant effect on organizational performance of post office.

The main purpose of this consulting project was to provide appropriate solutions to Tejarat Gostar Matin Company in order to be able to institutionalize the appropriate organizational culture among its family managers and also to be able to use the performance of its financial department to make better decisions in the face of problems ahead. The project was actually part of the company's operational plan to change from a family-owned company to a small and medium-sized company. This research is an applicable explanatory research in the category of Field Studies. Data collection tools are field study, interviews with stakeholders, and the use of Likert questionnaire and multiple ranking scale. Comparative method was used to analyze the collected data. The solutions provided to the company as a result of the project include creating personal vision of the managers and the company vision, creating a strong and efficient corporate governance, holding regular board meetings, improving relationships, budgeting, holding regular financial management meetings with the board. Strengthen the legal sector and apply the concepts of business law, hire new employees other than family members, manage conflicts, use computers and software to improve processes, and use the future view in the field of ownership and entrepreneurship in a several month process, so to transform the company from a family owned company to a small to medium-sized formal company with strategies to face new issues and crises.

The purpose of this study was to explain the mediating role of employee self-efficacy in the relationship between the impact of internal marketing and organizational innovation in social security circles in Mazandaran province. The present research is descriptive-survey in terms of applied purpose and in terms of data collection method. The statistical population of this study consists of all social security employees in Mazandaran province in 1396 to 866 people. To determine the sample size, 269 people were calculated from Morgan table. Sampling was done by simple random method. Inferential statistics Kolmogorov-Smirnov test and structural equation test were used to analyze the data. The analyzes were performed using SPSS and AMOS software. The results showed that the effect of "internal marketing" on "organizational innovation" mediated by "employee self-efficacy" was confirmed at 95% confidence level and indicated that "internal marketing" on "organizational innovation" mediated by "employee self-efficacy" was effective. Is. The results also showed that "internal marketing" has a direct effect on "organizational innovation" and "employee self-efficacy" and said that "employee self-efficacy" has a positive effect on "organizational innovation".

The purpose of the research, which is to follow, is whether the different aspects of the marketing relationship have different effects on customer appreciation and, consequently, on customer loyalty. Therefore, the main question of this research is whether the relationship marketing components affect the customer's trust and, consequently, the customer loyalty in the chain stores of the Khoroush Ofogh in Mazandaran province. This research was applied to the target and the required data were collected through a questionnaire. Library studies have also been used to write the required theoretical literature in the area under study. The statistical population of all customers is the Khoroush Ofogh chain stores in Mazandaran province. According to unlimited society, the sample size was 384 people. Data analysis was done through descriptive and inferential statistical methods using SPSS software and by regression test. The results of the first main hypothesis of the research showed that the relationship marketing has a positive and significant effect on the customer's reputation. The results of the second main hypothesis of the research showed that customer's sense of customer loyalty has a significant positive effect on the chain stores in the Kourosh horizon chain of Mazandaran province. The results of the sub-assumptions of the research showed that trust, commitment, communication and conflict management have a positive and significant effect on the customer's goodness in the chain stores of Khoroush Ofogh in Mazandaran province.

Mazandaran province becomes one of the potential areas for agricultural production in Iran that with proper use of this potential can play a significant role in non-oil exports in the country. The main agricultural products of the province include citrus, flowers and ornamental plants and kiwi, which have a comparative advantage. But despite having a comparative advantage in the production of these products, unfortunately in the export stage and in international markets due to the existence of internal and external communication and restrictions, this advantage has been lost. The main purpose of this research was to identify and prioritize the barriers to the export of agricultural products in Mazandaran province, in which, while identifying the barriers to the export of these products, these barriers were also prioritized. This research is a descriptive and survey type. In the qualitative part of this study, the statistical population of this research is 8 agricultural export experts of Mazandaran province and in the quantitative part of the research, the statistical sample is all exporters active in the field of agricultural products export. The method and tool of data collection is library studies and field research that was done through a questionnaire. The reliability of the questionnaire was measured using Cronbach's alpha method and SPSS software, And its validity was done by confirmatory factor analysis with PLS software and to prioritize the approved barriers, we used FAHP multi-criteria decision making method. The results of this study show that export barriers include barriers related to the country of origin, which were more important than barriers related to the company and barriers related to the destination country. Among the components of these barriers, insufficient incentives for export, insufficient knowledge and information about potential markets and inappropriate monetary and exchange rate policies in the country of origin, respectively, have been introduced as the most important barriers to agricultural exports in Mazandaran province. At the end of this study, appropriate solutions were provided to remove these obstacles and improve the export of agricultural products in Mazandaran province.