فهرست مطالب احسانه نژاد محمد نامقی

How to make a brand valuable in the mind of the customer has become one of the main challenges of companies. One of these valuable resources that has not received much attention is the media and social networks. This research examines the impact of social media on brand equity from the customers' point of view, as well as their effects on consumer behavior. In terms of the method of data collection, the current research is a descriptive survey and it is considered applied study in terms of purpose. The purpose of present study is to test theoretical concepts in real situations and to solve concrete problems, and in terms of the relationship between variables, is considered correlational, and library studies and distribution of questionnaires were used to collect the data of the statistical community of social network advertising recipients. The statistical population was the audience of social media advertisements. Cluster sampling method was used to determine the composition of the sample. Out of 504 available samples, 384 people responded, which was 76%. In the current research, a questionnaire tool was used, which was adjusted based on the Likert scale. After the descriptive survey of the statistical population of the research, using inferential methods, the statistical analysis of the obtained studies has been undertaken to test the hypotheses through SPSS 22 software. The Kolmogorov-Smirnov test was used to check the normality of the distribution of the variables, the analysis of variance was used to check the significance of the difference between the variables, and the correlation was used to check the relationship between the independent variables and the dependent variable. The main research model has also been tested through Lisrel software and structural equation technique and through factor analysis of the data. The results indicate the confirmation of all the hypotheses and at the end, suggestions have been presented in line with the research hypotheses.

What today's organizations to a great extent need so that they can gain a position and competitive advantage in dynamic and complex markets is the ability to produce new, unique and competitive products and services in changing markets. The current research seeks to identify and rank the factors affecting marketing innovation in medical service organizations.

Using the Delphi technique, we identified factors affecting marketing innovation in medical service organizations. Factors affecting marketing innovation in medical service organizations were provided to the statistical sample in the form of a questionnaire to measure the agreement of the sample with each of these factors and methods. We ranked the known and verified factors with the help of TOPSIS technique.

According to the findings of this project, the factors affecting marketing innovation in service organizations are divided into technological, competitive, political, legal, economic and social respectively.

Paying attention to the subject of foresight and long-term thinking and the use of innovation in marketing should be placed on the agenda of the organization. Special attention should be paid to the internal and external environment of the organization and their analysis to select and implement innovative proposals in the organization (corresponding to the prioritization of factors affecting social marketing) and a productive organizational culture that encourages creativity and innovation in the organization.

The purpose of this research is to investigate the effect of brand attitude, electronic word-of-mouth advertising on willingness to pay, higher price with the role of customer brand identity. For this purpose, a standard questionnaire was designed and after verifying the validity of the content and also verifying its reliability using Cronbach's alpha, the questionnaire was distributed among the customers of Saderat Bank who were selected by random sampling method. In order to check the research findings, Amos software was used.. The obtained results show that brand attitude has an effect on customer brand identity. Brand attitude affects customer brand equity. Electronic word-of-mouth advertising has an impact on customer brand identity. Electronic word-of-mouth advertising has an impact on customer brand equity. Customer brand identity affects willingness to pay more. Brand equity affects willingness to pay more. Key words: Willingness to pay; brand equity, customer brand identity, electronic word of mouth,, brand attitude,

The new developments of the digital age have brought smart devices and equipment around us and a smart lifestyle in general, and the amount of this intelligence has been added to the level of intelligence with time. The intelligent growth of the devices and equipment around us in the Internet of Things and the increase in the communication and processing capabilities of its network infrastructures make there is an intelligent ecosystem of the Internet of Things in human life with two-way and mutual communication. In this sense, entrepreneurship and value creation and preservation are important in the fields related to the new Internet of Things technology and play an important role in its progress and development. This article systematically review entrepreneurship in the Internet of Things, using reliable website of the Internet of Things, in all years and the important issues related to entrepreneurship in the Internet, such as the applications and entrepreneurial opportunities in the Internet of Things. Technological business models in this field, new values and their preservation, Internet of Things challenges, legal and legal issues of entrepreneurship in the Internet of Things, are discussed and analyzed. Also, practical and successful examples of entrepreneurship in the Internet of Things and its ecosystems, along with the use of academic capacities for the further development of the Internet of Things, the role of the Internet of Things in organizational transformation and the strategic orientation required for entrepreneurship in the field. The Internet of Things is reviewed in this review article.

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

 The present research has been carried out with the aim of examining the effect of wisdom management empowerment (organizational ethics and technological structure and infrastructure) and intellectual capital on organizational performance. In other words, this study aims at finding out how determining intellectual capital and wisdom management can be in the domain of organizational performance.

 The current research is a descriptive survey research. The statistical population of this research consists of the staff of this organization, whose number has been considered to be 700. Using Cochran's formula, 248 samples were selected. The data was collected through a standard questionnaire and analyzed using the structural equation model method and LISREL 8 software.

Ethical Considerations:

 In this research, ethical principles were observed, i.e. confidentiality, informed consent and the participants’ right to withdraw from participating in the study throughout the research process.

 The results showed that all the dimensions of wisdom management empowerment (organizational ethics, technological infrastructure and organizational structure) have impacts on organizational performance and that intellectual capital plays a positive role in this regard, too.

 According to the research findings, in order to improve wisdom management (organizational ethics, organizational structure and technological infrastructure), it is suggested to design organizational strategies and plans with high buoyancy in order for the staff to have the opportunity to create knowledge. It is also recommended that the staff be provided with the necessary training regarding the positive behaviors which lead to the creation of knowledge. Finally, it is a good idea to consider certain rewards for the staff as well.

The present study aimed to investigate the strategic impact on organizational development and entrepreneurial behavior with respect to the mediating role of transformational leadership. The present study is of the purpose type, applied research, also in terms of data collection, survey and cross-sectional type and correlational type. The statistical population of the study consisted of all employees of Iranian Industries Development and Renovation Construction (Mana) Company, in which 203 people were selected as a sample using Cochran's formula. The results of structural inhibition model showed that strategic intelligence has a positive and significant effect on organizational development, entrepreneurial behavior and transformational leadership. Transformational leadership also has a positive and significant effect on entrepreneurial behavior. But the impact of transformational leadership on organizational development was not confirmed. Also, strategic intelligence has a significant effect on entrepreneurial behavior and organizational development due to the mediating role of transformational leadership.

The present study was conducted to provide a conceptual model to investigate and explain the effect of strategic intelligence on organizational development and entrepreneurial behavior with respect to the mediating role of transformational leadership. Various studies have shown that strategic intelligence has a positive and significant effect on organizational development, entrepreneurial behavior and transformational leadership. In the studies that have been done in this field (Ahmadi et al. (2020), Abu Zaid (2018) and Ma and Jiang (2018)) in addition to the effect of strategic intelligence (as a ability to analyze information inside and outside the organization in order to Decision-making by employees and managers) on the development of the organization and entrepreneurial behavior (including activities such as starting a business and introducing a new product or creating a strategic structure in the organization), the positive and meaningful effects of transformational leadership on entrepreneurial behavior and organizational development Has also been observed.