فهرست مطالب shahnaz nayeb zadeh

This research aims to design a pattern for managers’ professional ethics factors focusing on the mine workers’ mental health. This research’s method, which is based on the interpretative paradigm, is developmental, respecting the goal, and it has an exploratory-analytical nature by an inductive approach adoption, and it has used mixed research (qualitative/quantitative) from the statistical community of industry and university experts through a targeted sampling method. Three steps have been considered to achieve the research’s main goal. The factors of the managers’ professional ethics have been identified in the research’s first step through investigating the published articles at the national and international level with content analysis method by NVIVO software, and then, the 15 main factors were finalized and confirmed through the Delphi method and using EXCEL software in the second step in order to naturalize the factors extracted from the articles emphasizing its effect on mine workers’ mental health. The factors rating and pattern presentation were done in the third step using the ISM method. The present research has provided the factors of professional ethics of Iranian mine managers and the relationships between these factors emphasizing the mine workers’ mental health to be applied by the mining industries’ managers of Iran and invited them to pay extra attention to factors such as characteristic traits and perceptual skills which are the most effective variables through presenting a pattern of managers’ professional ethics factors.

The main goal of this research is to present a model of Marketing Strategy in the Electricity Industry. Therefore, the current research focuses on the electricity industry and the customers and special markets of this industry and seeks to formulate a marketing strategy in the form of a conceptual model. The present research has used mixed methodology (qualitative and quantitative) to collect and analyze its data. In the qualitative part, to collect research data, a semi-structured interview and the opinions of 11 marketing, advertising and sales experts in the electricity industry and related industries were used, and these opinions were analyzed based on the grounded theory method in the Max Kyuda software. The output of the qualitative part includes the identification of dimensions and components related to the four areas of developing a marketing strategy in the electricity industry of the country. In addition, to identify the structure of relationships and weigh the dimensions and components of the model, a quantitative approach and decision-making methods with multiple criteria were used in a fuzzy environment. Based on the final results obtained, the positioning dimension was identified as the most important and key dimension in the field of developing a marketing strategy in the electricity industry of the country, which means the need to focus on the local shaping elements identified for this dimension in the processes of formulating and explaining marketing strategies in the electricity industry of the country.

The positive and negative effects of value co-creation and patient participation in the field of digital healthcare and its feedback together and in the form of a model is a topic that has been less addressed. The main goal of this research is to investigate the effects of value co-creation on the effectiveness of digital healthcare platforms in the form of a dynamic process model.

In order to achieve the goals of the research, the indicators of the effectiveness of digital health platforms were extracted from the selected information society. In the next step, using the system dynamics approach and Vensim PLE software, the cause and effect diagrams of the three subsystems of the problem were drawn, and the research model was extracted in the form of an accumulation and flow diagram.

In this research, patient empowerment was considered as a bridge between value co-creation and effectiveness of digital health platforms. After carrying out the research steps, cause and effect diagrams of three process readiness subsystems, value network and process achievements were extracted. Then the research model was completed by adding its complexities and dynamics in the form of accumulation and flow diagram.

The obtained model, while depicting the dynamics of the problem, can be used as a reference for simulating and testing value co-creation development strategies in the effectiveness of digital health platforms. Although it is necessary to formulate and simulate the model to predict the effect of co-creation of value on the effectiveness of digital health platforms, but considering the prevalence of positive feedback over negative in the obtained model, it seems that paying attention to the approach of co-creation of value in the development of digital health functions has positive effects.

This goal of the research is identify, categorize and causally map the components of a successful brand in higher education. This research in terms of purpose; functional, in nature; exploratory-analytical; in data collection method, it is a combined (qualitative-quantitative) method. In the qualitative phase, the components of a successful brand were identified by reviewing the literature and research background and experts' confirmation. Then, using the opinion of experts, these components were categorized. Ultimately, by using a pairwise comparison questionnaire, the required data was extracted from 11 experts of the technical and vocational university, and by using the causal mapping approach, the successful brand model was designed with the integration mental map of the experts. The findings of the qualitative phase showed that a successful brand in higher education consists of 6 components, which were divided into university image, costs and financial matters, university services and facilities, advertising and external communications, planning and success of education and the location of the university. The highest relationship between variables is related to the relationship between university services and facilities with costs and financial items. Then, between the university image variables and university services and facilities. The weakest relationship is between the cost and financial variables with the university image and educational planning and success with costs and financial items. Successful brand consists of university image, costs and financial matters, university services and facilities, advertising and external communications, planning and success of education and the location of the university.

The purpose of this research is to provide a local model of an accountant’s career success. This research is applied in terms of the goal, and a descriptive-exploratory and mixed research in terms of data collection. The research method is conducted in four steps, the first step is carried out based on qualitative content analysis and reliability method in order to measure the validity. Achieving the initial conceptual structure of accountants’ career success factors is the result obtained from this step. In the second step, the obtained influential factors are verified two steps based on the Fuzzy Delphi method by the experts. The statistical population in this step consists of 8 members of scientific-practical experts including professional and trained auditors and accountants and university professors selected based on theoretical sampling, utilization of targeted (judgmental) and snowball techniques. Subsequently, in the third step, experts’ subjective models are extracted and analyzed based on the fuzzy cognitive mapping method, and the type of relationship and the intensity of accountants’ career success factors are verified by 22 experts. Next, several scenarios are simulated in order to improve the factors and their role in devising the model. The utilized software to implement fuzzy cognitive mapping is FCMAPPER. Moreover, in the fourth step, the dynamic model of accountants’ career success factors is devised and extracted by using social media analytics and UCINET software. based on the analysis of the represented comments, the generality of the model consists of 21 factors of indication, modeling, and verification. the final model indicated career success as a function of important models such as work environment, knowledge, and emotional quotient (EQ) which is guided towards individual, social, and organizational outcomes with the involvement of financial factors and organizational climate, family, and university backgrounding with the support of operational solutions and techniques.

Considering the importance of brand positioning for any business and the growing trend of research in this field, the necessity of conducting scientific studies is fully felt. A review of the subject literature and domestic and international research shows that no comprehensive study has been done on this issue. Considering the extent and influence of the field of brand positioning in most business research, the need for clarification is evident to reveal the current situation and future trends based on scientific techniques. To fill this existing deficiency, the present research seeks to answer the question: What is the scientific map of published studies in the field of brand positioning in the Scopus database? Based on this mapping, the study aims to analyze the network of concepts in this field and identify the most valuable areas. It addresses the topics within this field and assists researchers in brand positioning to explain the study process and policy-making in this field based on the identified influential areas.

The present research is a quantitative, applied, descriptive, and scientometric study based on the objective. The research employed co-word analysis and network analysis techniques. The statistical population comprised all scientific and specialized articles on brand positioning indexed in the Scopus citation database from 1975 to 2023. Initially, the term "brand positioning" was searched in the titles, abstracts, and keywords of the Scopus database. Subsequently, the search was refined to include only articles and reviews, followed by a selection of English language articles. Finally, 577 scientific and specialized articles on brand positioning were chosen for analysis. VOSviewer and Gephi software were utilized for visualizing and analyzing scientific maps of the 577 selected documents. The Scopus database was chosen due to its vast collection of 70 million reviewed research articles from over 5000 international publishers, ensuring relative uniformity.

The research findings reveal that marketing, branding, brand image, brand management, and consumer behavior are the most common topics and keywords in the realm of brand positioning. According to the generated maps and utilizing the closeness centrality index, branding, competition, marketing, brand image, product design, and brand management emerge as the most crucial topics in information dissemination within the network. In essence, they represent categories with an interdisciplinary perspective in the domain of brand positioning.

The present study is the first systematic quantitative analysis of brand positioning research in the Scopus citation database, which uses co-word analysis to map the scientific landscape of this field. This study addresses the gap in scientometric research in the literature, aiming to enhance the understanding of brand positioning research from its inception to the present. Research questions were formulated for this purpose and will be addressed in this article. This analysis can serve as a guide for future research in brand positioning. The results indicate an increasing trend in research over the years. The main topics identified in brand positioning research include branding, brand performance, brand social responsibility, destination branding, brand positioning, and brand origin. Through co-citation analysis, key authors in the brand positioning research community were identified, such as Keller, Aaker, Diamantopoulos, and Hayer. Given the significance of green branding (a primary keyword in the corporate social responsibility cluster), the rise in environmental risks, and the impact of green branding on brand sustainability, companies in our country should prioritize this area when establishing and implementing their brand.

The purpose of the current research is to identify and analyze marketing performance measures in the fashion and clothing industry. This research was conducted with the developmental research design and a mixed qualitative/quantitative approach in two steps. In the first step, the marketing performance measures of companies operating in the fashion and clothing industry were identified using the content analysis method in MaxQDA software in a library environment using a systematic review of selected articles indexed in the Web of Science database over the period 1970-2023. The second step involved a field study on 400 experts of the fashion and clothing industry using a questionnaire derived from the results of the first step conducted in the form of exploratory factor analysis. This study identifies market and innovation, customer behavior, product management, customer profitability, distribution channel management, price, and financial and internal performance measures within a comprehensive framework as the most important marketing performance metrics for the companies operating in the fashion and clothing industry, being derived from the study of scientific articles published at the national and international levels and approved by experts in this field. Hence, the current research invites the operators and decision makers of this important industry, as one of the country's strategic industries, to rethink the isolated approaches which are sometimes solely focused on financial aspects of performance in assessing the marketing performance of these companies. The comprehensive approach derived from the results of this study can help gain a competitive advantage for this promising industry in the country, which is also adorned with an original and rich cultural past.

In the modern world, to remain competitive, the use of digital marketing tools in various industries is of high importance. Since the Textile and clothing industry is considered one of the priority industries of the country and the startups in this industry have encountered competition challenges, the current research aims to identify and localize digital marketing components in Iranian fashion and clothing industry startups. The method of this research is applied-developmental in terms of its purpose and exploratory in nature. The research strategy consists of qualitative content analysis in the first stage and phenomenological qualitative method in the second stage. For this purpose, scientific documents related to the topic were selected purposefully and the digital marketing components were identified and analyzed using NVIVO software. Then, the results obtained were localized through interviews with 12 Iranian fashion and clothing industry. The research results showed that in order to properly implement digital marketing in Iranian fashion and clothing industry startups and achieve their success, organizational factors, innovation-competitive advantage, business-profitability factors and also 12 extracted components are of high importance.

This research was conducted with the aim of designing and explaining the model of consumer personality traits based on the impulse buying approach.

Research design/methodology/approach:

 The methodology of the current research was descriptive-exploratory with a mixed approach (sequential type, qualitative-quantitative). The steps include: conducting interviews with women with impulse buying experience and data analysis using the theme analysis method to form the model and then testing and validating the model to identify the final pattern. The participants of the research in the qualitative part were the women of 2 neighboring countries of the Persian Gulf along with 2 southern provinces of Iran, whose impulsiveness in using cosmetics was proven by using RFM and Barratt (1994) tests. In the quantitative part, the statistical population includes all women who use a lot of cosmetics in 3 countries on the edge of the Persian Gulf and women in the southern provinces of Iran. Also, the qualitative analysis of the data obtained from the interviews in the upcoming research was done using the theme analysis method and quantitative data analysis using SPSS and SmartPLS 3 software and at a significance level of 5%.

The findings showed that the research conceptual model includes the variables: feeling the need to buy, tendency to buy impulsively, impulsive buying behavior, consequences, memorization and shopping saturation that this model was tested in the quantitative section and the findings showed at the 95% confidence level, except for one path, all the paths of the model are approved and meaningful.

This study was performed with the aim of identifying indicators and factors affecting consumers' purchase intention of cosmeceutical masks made of Nano-gelatin textiles in Iran in three steps. In the first step, indicators affecting the purchase intention were identified based on a systematic review of theoretical literature and qualitative content analysis of the indicators and using NVIVO software. In this step, the opinions of 12 university experts were analyzed by the Delphi technique in EXCEL software, and 57 main indicators were confirmed. In the third step, in order to classify indicators and identify factors affecting the intention to buy cosmeceutical masks made of Nano-gelatin textiles, 10 final factors were extracted by performing exploratory and confirmatory factor analysis. These included the Firm's functional actions, Firm strategic measures, Cultural factors, Knowing the consumer, Consumers' behavior, Personal factors, Interpersonal factors, Consumers' attitude, competitors and consumers' beliefs. In general, competitive advantage for companies is achieved through value creation for customers by providing differentiated products with more benefits compared to competitors based on core competencies. In general, achieving a competitive advantage for companies is achieved through value creation for customers by providing differentiated products with more benefits than competitors based on core competencies. The main focus of marketing strategy is the appropriate allocation and coordination of marketing activities and resources to meet the company's operational goals in a specific product market. Strategic market planning is also a tool that helps companies to gain a competitive advantage and create synergies by making a suitable plan to combine marketing elements according to the needs and desires of potential customers in the target market.

The purpose of this research is to present mine managers with solutions for the sustainable development of mines with an emphasis on mine tourism. In the first step, identifying ways for mine sustainable development with the use of tourism potentials by studying articles on a national and global scale taken from the SID citation center, Emerald, and Science through content analysis using Nvivo software, was in order. In the second step, 12 main factors were identified and confirmed with the help of the Delphi method and 12 university and industry experts, using EXCEL software. Then, by using tourism potentials with the ISM method and the participation of experts from the previous section, the development model of mines in Iran was achieved and an interpretive structural model was extracted. Finally, in the third step, in order to check the application of the proposed model, structural equation modelling analysis was done using PLS3 software with the participation of 170 managers and supervisors of Iranian mines. The final results acknowledged 12 ways as the final methods of mine sustainable development considering tourism potentials. In the eyes of the expert, mines' innovative reconstruction based on a tourism standpoint, tourism infrastructure improvement, increase in the region's social capital, business and employment growth based on tourism as a necessity were deemed the most effective ways of sustainable development for mines using tourism potentials. Evaluation of the proposed model in the field showed that among 32 theories, only the relationship between innovative mining tourism strategies and business prosperity and job creation based on tourism, the development of mine workers human resources and the development of the region's social capital and the relationship between the development of mine workers human resources and the prosperity of business and employment based on tourism was not approved.

Fintech startups have revolutionized consumer behavior by introducing innovative business models. The concept of value co-creation has emerged as a collaborative effort involving companies, suppliers, employees, and customers. This article aims to examine the scientific production trend in the field of value co-creation within fintech startups from 1997 to 2023.

The research was carried out using the interpretive paradigm and a systematic review approach, employing specific search terms in the Scopus database to analyze 122 articles (utilizing VOS viewer 1.6.19 software). The application of scientometrics in the marketing field represents a fresh approach that highlights the intellectual paradigm guiding the co-creation of value in international managerial research.

A thorough examination of the articles revealed that the majority of research conducted on the topic was centered in the United States. The findings from the research analysis indicated that various aspects including entrepreneurship, innovation, investment, financial services, and stakeholders have been extensively studied in relation to value co-creation in fintech startups.

The research on fintech startups is currently in its early stages of development. This study represents a groundbreaking endeavor to examine the existing literature on value co-creation and establish a framework that focuses on enhancing marketing performance.

The increasing number of Muslims and the need to adapt and match the products with the preferences of Muslim consumers, requires the identification of brand positioning components for this type of consumers, which has not been studied in this important issue by reviewing the literature. Therefore, the purpose of this research is to identify the components of brand positioning in the minds of Muslim consumers.

This research is based on the purpose of applied and descriptive research, and according to the implementation method for searching and selecting scientific articles, a systematic review of the research literature was considered and the components were extracted with the technique of qualitative content analysis. All articles related to brand positioning and branding for Muslim consumers were searched, collected and qualitatively evaluated from the Scopus citation database and Google Scholar. Finally, 17 articles were qualitatively analyzed using Max Qda software.

The findings of this research show that the components of price, quality, service, consumer preferences, distribution channel and sources of competitive advantage of the company have been studied as components of brand positioning in the minds of Muslim consumers in the research literature.

The components of brand positioning should be adapted and appropriate according to the level of commitment and dependence of Muslim consumers of each country and region to Islam. be more focused.

The purpose of this research is to present a comprehensive picture of the state of scientific activities in the field of marketing and to draw a co-occurrence map of words in scientific articles introduced in the Web of Science database.

The current research is a scientometric type, which was carried out using scientometric indicators and network analysis method. So that by referring to the Web of Science database, the information of 250 degrees in the field of viral marketing was examined. VOSviewer network analysis software was used for data analysis.

After searching, screening and qualitative evaluation of the studies, the final analysis was performed on 250 articles in the period from 2001 to 2021. In-depth analysis of the selected articles showed that the most research in the field of viral marketing is related to 2020 with the number of 49 articles. The United States is the most active country in this field with 75 articles, followed by China and Singapore, respectively, with the highest number of research and communication between authors. Iran is ranked fourteenth. Also, in the evolution of keywords, the primary focus has been on "social media" and "popularity", and in the following years, respectively, the words "word of mouth", "viral marketing", "electronic word of mouth", "Twitter" and "Facebook" has arrived.

Paying attention to the most used and least used countries and researchers through scientometrics can reveal research opportunities and weaknesses in the field of viral marketing and illuminate the horizon for Iranian researchers to shine their results at the international level. According to the results obtained in Iran in the field of viral marketing, although it has superior authors, it has weak points due to communication with other authors.

The clothing and textile industry has a significant contribution to global environmental pollution at every stage of the supply chain, for this reason, there is a need to move from a linear approach to a circular approach in the textile-fashion industry. The circular economy is one of the most important and challenging issues in the present era, and since the re-creation of textile products has gained special importance in the world, studies on the circular economy and the fashion industry are expanding, so current research aims to Review of the general trend and determination of research interests in the field of circular economy and fashion industry and optimal guidance of future researches in this field were done. This research is quantitative in terms of matter and practical in terms of purpose, and it is descriptive in terms of the type of data collection and uses the scientometric method for data analysis. Based on this statistical population, the number of 270 articles on circular economy and fashion industry, extracted from the Web of Science database from 2017 to 2023, have been used as input data of VOSviewer software to examine and analyze researchal production process, a knowledge map, the conceptual network and the lexical network of circular economy researches and fashion industry. The network of countries that are active in this field shows that advanced countries are leaders in the field of circular economy researches and the fashion industry and the time trend of researches shows that researches in the field of circular economy and fashion industry is increasing. This research helps the manufacturers of the clothing industry to identify the trend of changes in global markets towards the circular economy and to take steps in the direction of the circular fashion and clothing industry.

Advertisements play an important role as an efficient strategy in improving the level of social health of the society. The aim of the current research is to qualitatively analyze articles in the field of viral advertising and to identify and determine the ranking of indicators in the field of social health.

In this study, with a systematic review and according to the PRISMA guidelines, the articles published in the field of viral marketing during the period from 2001 to 2022 were investigated in the Wos database, and the data were guided by using qualitative content analysis. Then, using fuzzy screening, the effective indicators were identified and prioritized using the fuzzy method.

By analyzing the qualitative content of the selected articles, 26 indicators were extracted and using the fuzzy screening method, 17 indicators were identified as effective indicators and prioritized by the fuzzy method.

The social health field is constantly looking for ways to adapt to new technologies. Therefore, the principled and correct use of viral advertisements can be considered as a new perspective in the field of social health. The results of the research showed that among the 17 confirmed indicators, information, creativity, source reliability, innovation in the message, and accessibility are more in order than capacity and indicators of message specialization, fantasy, social stimulus, interactivity, and perceived intention. The source of the least capacity can have significant improvement and growth of social health.

  The importance of advertising as a tool to change people's attitude and behavior, along with the high costs of advertising, the issue of the advertising effectiveness, especially in the field of health, has attracted the attention of many country’s managers and decision makers as well as researchers; Therefore, the purpose of this research is to identify and cognitively map the variables affecting the advertising effectiveness of organizations active in the healthcare system in order to develop suitable scenarios in this field.

The present qualitative-quantitative mixed research in the first step identified variables affecting the advertising effectiveness by analyzing the content of articles published at the national and international level in the field of health and in the second step through a questionnaire related to fuzzy cognitive mapping of relationships between eleven variables obtained from the first step has been analyzed and the scenario has been compiled by Fcmapper and Pajek software.

Data analysis resulted in eleven frequent variables in the selected articles that have an effect on the advertising effectiveness in the field of health, along with their impact and scenarios for achieving the goals of the health and treatment system in the field of advertising.

The effectiveness of advertising is the extent to which an advertisement ends in a desirable effect, considering the high amount of government investment on health advertisements and also the undeniable importance of health, the present research invite the managers and decision makers of organizations active in the health and treatment system to increase the awareness of the audience through useful advertising that invites appropriate information on the features of health-related products and services; Effective advertisements that use the brand value in this area along with the social influence of healthcare specialists to reduce the mental risk of the target audience and pave the way to the realization of the goals of the countries in the field of prevention, treatment and promotion of people's awareness in the field of health.

The success of a brand, particularly in the service sector, has been considered by many researchers. The purpose of this study was to identify the components of a successful brand and to validate the status of a successful brand in higher education. The method of this research was hybrid. The statistical community in the qualitative part included experts of the Technical and Vocational University. 10 people were selected using the snowball sampling method. Semi-structured interviews were used to collect data. Content analysis and open coding method were used to analyze the data. In the quantitative part, the statistical population included the staff of Technical and Vocational University. First 17 experts were selected for analysis and then 67 university staff were selected as a sample by simple random sampling method. In order to analyze the data, the structural equation modeling approach with SmartPLS version 2 was used. Qualitative findings showed that a successful brand consists of the categories of university image, costs and finances, university services and facilities, out-of-university advertising and communication, educational planning and success, and university position. Path analysis findings showed that the factor load of the questions related to each variable was higher than the standard, so the questions could explain the relevant variables well. Statistical t also showed that there was a significant relationship between the questions and the relevant variables. The findings illustrated that the greatest gap between the current and favorable situation was related to the categories of university credibility, university partnership with society, perception of individuals and society of the name of the university and the quality of education.

This research was conducted with the aim of providing a sample of psychometric subjects of impulse buying from the perspective of personality traits. The current research was an exploratory-developmental study and using the theme analysis method, extracted the main topics related to the concept of impulse buying based on 5-factor personality traits and presented it in the form of a model. In this research, the library method (previous literature study) and in-depth interviews with participants involved in impulse buying behavior research were conducted until theoretical saturation was reached. The participants of the research included 23 women (buyers of Huda Beauty brand cosmetics) from the border countries of the Persian Gulf (Oman, Kuwait, UAE) and the southern provinces of Iran, whose impulsivity and buying extremism was proven using RFM and Barat tests. Nvivo10 software was also used to analyze the collected data. The findings showed that 16 inclusive themes and 32 organizing themes derived from the text of the final interviews formed the pattern of the research. Furthermore, in this model, components such as bashfulness, self-surprise, Clayton's message and purchasing capacity were proposed as new themes, indicating its innovative aspect. In addition, in the proposed model, the variables of buying pleasure, emotions, and usefulness were confirmed by previous studies, and the variables of lack of self-control and situational factors were also proposed as intervening variables between the intention and impulsive buying behavior. In the behavioral consequences section, two sections of practical reactions and emotional consequences were developed.

Since one of the most important goals of companies is to spend exorbitant costs to advertise the purchase intent, and especially given the differences in research findings on the impact of advertising on the purchase intent, the purpose of this study is a systematic review of studies and a meta-analysis of the research conducted in this field. This work is a correlational study according to method and applied development research in terms of purpose, which is done in two steps: a systematic review of studies and meta-analysis using CMA software version 2. Taking into account the scientific criteria for screening the articles at the end of the first step, the study of 12 articles with the greatest relevance to the research objectives showed the effect of advertising on purchase intent with an impact factor of 0.563 in the confidence and large range and according to the size. The combined effect of the random effects model of the relationship between the advertising and purchase intent is different from the perspective of the characteristics of the studies conducted in different statistical communities. This study, by emphasizing one of the most ambiguous concepts from the perspective of many decision-makers on makers of companies' marketing budgets, has been able to be a beacon for the right decision in the field of advertising and attention to the most important factors affecting the effectiveness of advertising in public media.

The increasing changes in the field of educational services, along with the heightened competitive power of organizations active in this domain, have compelled them to exhibit greater dynamism and flexibility. Therefore, possessing marketing agility is essential and a competitive advantage for educational service centers. This research aims to identify the factors influencing the development of marketing agility in Iran's educational services.

Using a mixed-method approach, it seeks to identify these factors to enhance and develop educational marketing performance by extracting how these factors affect each other. For this purpose, data collection and evaluation were conducted using three

content analysis, Delphi analysis, and interaction effects analysis, based on data from previous articles and research, and expert evaluations using questionnaires.

The results indicate that seven factors of marketing agility in Iran's educational services are of significant importance, among which culture has the most influence, and dynamism is the most influenced. Additionally, the indirect effects of technology on dynamism, competence on dynamism, and competence on management are also relatively significant.

The indirect effects matrix analysis also shows that, besides the indirect effect of technology and competence on dynamism, they also indirectly influence management, with competence having a more significant impact.

The experience of different countries around the world during the coronavirus pandemic confirmed the importance of advertising as a tool to change people's attitude and behavior. On this basis and in terms of the exorbitant costs of advertising, the issue of the effectiveness of advertising, especially in the field of health, has attracted the attention of managers and decision makers of countries as well as researchers. Therefore, the purpose of this research is to examine published international research on the effectiveness of advertising in the field of health in order to gain comprehensive insight. The present descriptive-analytical research with a scientometrics approach and using the method of synonym analysis and network analysis examines 438 articles indexed on the Web of Science database between 1970 and 2022. Data analysis using Vos Viewer software shows that the spring of 2021 is the cradle of research conducted on the effectiveness of advertising in the field of health and America. The wide range of keywords chosen by researchers in their articles, which means the comprehensiveness of research in this field, as well as the scientific cooperation of different countries around the world and the reception of first-rate journals in medical sciences, along with top business journals, show the common concern of researchers in an interdisciplinary field and the birth of clusters. It is new science. Acquiring a comprehensive insight in the field of scientific research acts as a beacon for future researchers, especially in the field of health, and spends advertising costs that have a significant contribution to the health budget of countries, along with research costs, brings it closer to effectiveness.

Many countries and governments that seek to achieve economic prosperity and benefit from the power and other benefits derived from it; they consider the tourism industry as a golden opportunity. Considering the vast amount of mines in Iran and stating that mining has many positive and negative effects on the environment due to its vastness. Scientometrics is one of the reliable tools for evaluating materials and information sources and identifying research areas and drawing connections between these areas in the form of a thematic map. Using this technique to gain a comprehensive insight related to the potential of mining tourism for the sustainable development of mines is a new action and provides a comprehensive understanding of published articles and research for researchers. This study, which follows the interpretative paradigm, is a type of descriptive study that was conducted using a systematic review method and using the search terms defined in the web of science database in the title of the articles and in the time period of 1955 to 2022. Published research in the field of mining tourism has been deeply investigated. After searching, screening and qualitative evaluation of studies, the final analysis of 52 articles and in-depth analysis of selected articles showed that the most research in the field of tourism in the field of mining is related to 2020 and China, Australia and Slovakia respectively. They have the highest number of research and communication between authors.

Based on healthy properties of gelatin, strengthening it for using as multi functional material is essential. In this paper nano scaffold of gelatin was doped with nano zinc oxide (ZnO) (with different percent) and electrospun. The morphology of obtained nano scaffold was study by Field Emission Scanning Electron Microscope (F E S E M) and elemental mapping proved the present and distribution of nano zinc oxide (ZnO) in scaffold. Also, X ray Fluorescence (XRF) test was done to confirm the amount of used nano material. The anti bacterial property of the obtained scaffold was investigated against both gram negative and gram positive bacteria (Shigella and Staphylococcus Aureus respectively) and the results show that the nano scaffold has more than 96% anti bacterial property. On the other hands, the anti inflammatory effect of nano scaffold was investigated on rats and the results illustrated that nano scaffold is effective for edema decrease.