امید بهبودی

The present research has been conducted with the aim of investigating the impact of strategic orientation on sustainable environmental performance through market orientation and moderation of strategic flexibility in small and medium enterprises of Great Khorasan province. This research is applied in terms of purpose and descriptive-correlation in terms of implementation method. The statistical population of the research is company managers. The statistical sample was calculated using Kurtjesi and Morgan table for unknown communities of 314 people and non-random sampling method is available. The tool used in this research is the standard questionnaire of Habib et al (2021), AlQershi et al (2022) and Daradkeh & Mansoor (2023) with 32 questions. In order to determine the validity of the questionnaire, content validity was used with the approval of professors and experts and knowledgeable people, and construct validity, convergent and divergent, and Cronbach's alpha coefficient and composite reliability were used for the reliability of the questionnaire, which finally confirmed the validity and reliability. In this research, descriptive and inferential statistics methods were used for data analysis using SPSS and pls software. The results of the research showed that strategic orientation has a significant impact on sustainable environmental performance in small and medium enterprises in Great Khorasan province. Also, the mediating effect of market orientation and moderating strategic flexibility between strategic orientation and sustainable environmental performance has been confirmed in these companies.

The purpose of this study is to investigate the role of intention to use electronic banking services on the actual behavior of using these services and the moderating role of economic risk and perceived aesthetics on the relationship between intention and behavior in the future bank.The descriptive research method is an applied goal,and in terms of implementation method,a descriptive survey and a questionnaire were used to collect data.In the present study,the statistical population includes customers and depositors of Ayandeh Bank who use the electronic services on the Internet of this bank. Data analysis of250 questionnaires collected from Ayandeh Bank customers in Mashhad was performed using structural equation modeling technique and PLS statistical software. The results showed that the structural model of the present study has sufficient predictive power.It was also found that the intention to use e-services affected their behavior of such services.The results showed that the perceived economic risk negatively affects consumers' intention to use the e-services of Ayandeh bank on their usage behavior.It was finally determined that perceived aesthetics risk does not affect the relationship between our sample's intention to use e-banking services' behavior.In general,the intention to use motivational factors affects the behavior of actual use of technology, and this study depicts e-banking and shows the number of efforts people are willing to make

If consumers have had an unfavorable brand experience, forgiveness has the ability to reduce, neutralize, or even replace the tension associated with negative emotions with positive emotions. Emotional and close relationships with the brand, such as love for the brand, can be effective in promoting brand forgiveness (Fcherin & Sampedro, 2019). Additionally, brand identity insulates consumers from the negative consequences of purchase regret by strengthening their remorse regulation and reducing behavioral discomfort. Furthermore, brand identity is an antecedent of brand love (Davvetas & Diamantopoulos, 201). Consumer brand identity can lead to customer interaction with the brand in virtual spaces by creating a of the development of customer-brand relationships. In fact, a psychological state emerges in the consumer that enables them to understand and feel the brand and value associated with a brand name (Zarrin Khat & Mirzaei, 2023). Using celebrity endorsers is one of most popular strategies employed by advertisers. Famous individuals can lend credibility to the brand in advertising, making competing brands stand out and helping the brand become recognizable to consumers. Brand forgiveness by consumers an important strategy for companies to improve and recover from service failures. In this context, the participation of the brand community in the virtual environment during a brand crisis has attracted the attention of companies and marketing researchers due to innovative technologies (Nikhashemi et al., 2023). The purpose of this research was to investigate the effect of endorser credibility on virtual brand community, consumer brand identification, brand love, and brand forgiveness, with the moderating role of attitude towards the brand.

The present study is descriptive-survey research in terms of applied purpose and correlational in nature. The statistical population of this research consists of all Mac brand consumers in the virtual space, whose number is unknown and unlimited; based on Morgan table, a sample size of 384 was determined. The sampling method used in this research was non-probability sampling. The data collection tool was the questionnaire by Nikhashemi et al. (2023), consisting of 46 items. This study was compiled in three parts: introduction, demographic questions, and questions for measuring the main research variables. To measure brand forgiveness, there were 5 items; for virtual brand engagement, 3 items; for consumer brand identification, 6 items; for attitude towards the brand, 4 items; for trustworthiness, 4 items; for attractiveness, 4 items; for expertise, 4 items; and for brand love, 16 items. A five-point Likert scale was used to assess the variables. Given the standard nature of the questionnaire and the fact that its validity had already been established, it can be said that it has the necessary validity. However, to further determine the validity of the research questionnaire, the method of formal content validity was employed again. For this purpose, the questionnaire was provided to experts, professors, and specialists in the field of research, and they were asked to share their suggestions for corrections. After collecting comments and applying them, the final questionnaire was developed. The average variance extracted (AVE) was utilized to assess the validity of the questionnaire items. To measure the reliability of the research questionnaire, the common method of reliability assessment, Cronbach's alpha coefficient, was used. This coefficient was higher than 0.7 for all variables and equal to 0.927 for the entire questionnaire, indicating a good coefficient and showing the reliability of the research tool is at a desirable level. Additionally, the composite reliability coefficient (CR) was used to assess the reliability of the questionnaire and was found to be acceptable. SPSS software was employed to analyze the data in the descriptive statistics section, while Smart PLS 3 software was used in the inferential statistics section.

In this study, the dimensions of endorser (expertise, attractiveness, trustworthiness) were considered as independent variables, the brand forgiveness variable as a dependent variable, and attitude towards the brand as a moderating variable. Brand love, virtual brand engagement, and consumer brand identification were mediator variables. Nineteen hypotheses were explained in this research, and data collected from all Mac brand consumers in the virtual space were used to analyze. The results showed that the trustworthiness and attractiveness of the famous endorser, as well as brand identification, have a significant effect on virtual brand community engagement; however, this effect was not significant for the dimension of expertise. Additionally, the expertise of the famous endorser had a significant effect on brand identification, but this effect was not significant for the trustworthiness and attractiveness dimensions. Brand identification had a significant effect on brand love and brand forgiveness. Interaction with the virtual brand had a significant effect on brand love, but the effect of interaction with the virtual brand community on brand forgiveness was not significant It was also found that the effect of brand love on brand forgiveness is significant. Finally, the findings confirm the moderating role of brand attitude in the relationship between the trustworthiness and expertise of the famous endorser and brand identification concerning virtual brand community engagement, as well as the attractiveness of the famous endorser on brand identification.

Considering that the conceptual model of the research is designed based on the model of Nikhashemi et al. (2023), the innovation of this research lies in testing this model in a new statistical population. In addition to theoretical contributions, the study provides practical insights for managers in the cosmetics industry regarding potential brand-harm crises. Practitioners need to pay attention to the important role of all dimensions of source credibility as an essential ingredient in achieving favorable outcomes (e.g., consumer brand identification and virtual brand community engagement), particularly during a brand-harm crisis. This study demonstrated that the dimensions of source credibility can not only be considered as antecedents of consumer brand identification and, to some extent, virtual brand community engagement, but they can also be regarded as rapid brand recovery strategy during times of crisis. For instance, source credibility, as a marketing communication strategy, can be used to signal brand and firm quality. In other words, signals conveyed and communicated via a credible source (e.g., trustworthiness, expertise, attractiveness) differ from other marketing mix elements and impact consumer behavioral outcomes and judgments.

Nowadays, considering the variety of products and services offered by organizations, individuals review the desired product or service before making a purchase to reduce the uncertainty arising from decision-making. This issue is particularly significant among the low-income group, as these individuals benefit from a lower level of welfare and income (United Nations,2017). Content produced by consumers and influencers on social media plays an important role in shaping potential consumers' purchasing decisions by meeting their informational needs (Barta et al.,2023; Stephen,2016). Therefore, brands have shifted their marketing strategies and budgets more in this direction. Two factors, the quality of information and the credibility of the source, are among the determining factors in the impact of published content. The quality of information refers to the extent to which the shared content is understandable, sufficient, and objective (Monczka et al.,1998; Park et al.,2007). On the other hand, trustworthiness refers to the degree to which the message receiver accepts and trusts the message sender (Ohanian,1990). The more consumers consider the content available on social media to be of high quality or the source to be reliable, the more they evaluate the content as useful (Sussman and Siegal,2003). The aim of this research is to examine the impact of the information quality and source credibility of content published by users and influencers on social media pages on the purchase intention of low-income consumers.

The present study is applied in terms of its objective and is survey-analytical in terms of its method and execution. The statistical population of the present study includes active users who are members of social networks such as Instagram, Twitter, Facebook, etc. The year is1402. To determine the sample size, the structural equation modeling rule of5 to15 times the number of questionnaire items was used. Therefore, since the present study's questionnaire has27 items, the sample size was determined to be between135 and405, with164 samples collected. The data collection tool in this research is a27-question questionnaire that consists of two sections. The first section includes questions related to the respondents' personal information, while the second section includes questions aimed at examining the impact of the content produced by influencers and customers on social media on the willingness of potential customers to pay more. In this section, the variable "information quality" was measured using three items adapted from the studies of Sussman and Siegel (2003) and Billey and Pearson (1983). The variable "source credibility" was adapted using four items from the studies of Sussman and Siegel (2003) and Bhattacharya and Sen (2006). The variable "importance related to participant sharing" was measured using eight items, and "importance related to non-participant sharing" was measured using eight items based on the scale developed by Dadavolu (2016). Additionally, "purchase intention" was measured using four items adapted from Luo et al. (2010). The scoring in this questionnaire was based on a5-point Likert scale (strongly disagree =1 to strongly agree =5). To determine the reliability of the questionnaire items, composite reliability was used, and to examine the convergent validity of the questionnaire, the Average Variance Extracted (AVE) test was conducted. Finally, to assess the discriminant validity, according to the Fornell-Larcker test, the square root of AVE should be greater than the correlation values between the constructs (Fornell & Larcker,1981). For data analysis in the descriptive statistics section, SPSS software was used, and for the inferential statistics section, Smart PLS3 software was used.

In this study, the variables of information quality and source credibility were considered independent variables, while the variables of user-generated content and influencer content (with dimensions of importance related to participatory and non-participatory sharing) were considered mediating variables. The purchase intention was considered the dependent variable. Twelve hypotheses were formulated in the present study, and data collected from active users in the virtual space were used for their analysis. The results showed a positive and significant relationship between the quality of information and the importance related to the sharing of influencer posts by both participating and non-participating users. This research also showed a positive and significant relationship between source credibility and the importance related to sharing influencer posts by both participating and non-participating users. Furthermore, a positive and significant relationship was found between the importance of sharing influencer posts by both participants and non-participants and the consumer's purchase intention. Ultimately, the findings confirm the role of information quality and the credibility of the sources of content published by influencers and users on the purchase intention of low-income consumers.

The conceptual model of the research is a blend of the conceptual models of Tangher and Cartel (2023) and Onfry et al. (2022), and the innovation of this research lies in testing this model in a new statistical population. In addition to theoretical knowledge, the present study provides practical insights for marketers and managers to operate in the social media space. Social media managers should consider the role that influencers and users play in influencing people's decision-making. Low-income individuals, due to their limited budgets for purchases, scrutinize information published on social media more carefully than others. As this study also showed, the dimensions of information quality and source credibility have a significant impact on people's purchase intentions. Since the more real and tangible the content is perceived, the greater its impact on purchase intention, it is suggested that marketing managers utilize users and media influencers.

Concerns about environmental degradation have increased over the past few decades. In response to these concerns, consumers help preserve the environment by developing green shopping behavior and using green products. Therefore, the purpose of this research was to investigate the impact of environmental supporters' post-purchase behaviors on green consumer behavior. This research is applied in terms of purpose and descriptive-survey in terms of nature. The statistical population of this research was all the consumers of green products in Mashhad from which 340 samples were considered, using available sampling method. The data collection tool was the questionnaire of Nitala and Motoru (2021) and Kamalanon et al. (2022). Convergent, divergent, and factor analysis were used to measure face validity from experts' point of view and to check construct validity. Cronbach's alpha and composite reliability were used to measure reliability. The total Cronbach's alpha was estimated at 0.916, which is acceptable. Data analysis was carried out by structural equation modeling through SmartPLS3 software. The results showed that usage behaviors, evaluation behaviors, and disposal behaviors impact on the consumer's green behavior. Among the dimensions of usage behavior, environmental awareness and ease of use affected the green behavior, but the perceived risk did not have a significant effect. The dimensions of evaluation behaviors, including environmental evaluations and satisfaction, had a significant impact on consumer green behavior. Among disposal behaviors, environmental compatibility and product disposal challenges affected the green behavior, but environmental conscience did not show a significant effect.

Charity activities have long been a concern of all human societies. In the past, this was mostly done through face-to-face acquaintances or the introduction of a trusted person. However, the tremendous development of the Internet has revolutionized the way of marketing (Zarei et al., 2017). Social media marketing is one of the new dimensions of digital marketing practice. Social media marketing is the process of communicating brand information through social networking sites such as Facebook, LinkedIn, Instagram, YouTube, Twitter, MySpace, and WeChat to communicate with various stakeholders. Social networks can play a very important role in helping the needy and vulnerable people. In times of crisis and emergency, social networks can be used as a tool for information, communication, collecting donations and food, as well as for exchanging information about the location and condition of people. In earthquakes, floods, natural disasters, and other disasters, social networks can act as a bridge between those in need and those who can help. The research hypotheses include the following: H1: Charitable activities in social networks have a significant effect on the special value of charitable institutions. H2: Charitable activities in social networks have a significant effect on brand experience. H3: Brand experience has a significant effect on the special value of charities. H4: Charitable activities in social networks have a significant effect on the special value of charities through the mediating role of brand experience. H5: Perceived uniqueness moderates the effect of charitable activities in social networks through brand experience on the brand value of the charity organization. 

In terms of purpose, this research is of applied type and its method is survey-analytical in terms of execution method and it was done with SmartPLS4 software. The statistical population includes all philanthropists who have had the experience of cooperating with the Golestan Ali charity and were also members of the social networks of this collection. To measure the variables of social media activity, brand experience, perceived uniqueness, and brand value, the questionnaires of Kim and Ko (2012) with 9 items, Brakus et al. (2009) with 7 items Netemeyer et al. (2004) with 4 items, and Yoo and Donthu (2001) with 8 items were used. The validity of the content of the questionnaire was confirmed by professors and experts whose specialized fields were marketing management, strategic management, and business management. Also, validity has been confirmed based on the data contained in the basic article and previous studies. In addition, based on the results obtained in the validity and reliability section of the model and questionnaire, the sample size is considered to be 5-10 times the number of items in the questionnaire (Amani et al., 2011). Due to the dispersion of the statistical population, 280 people are selected using the available method. The factor loading of the questions is more than 0.5 and they have good validity (Ramin-Mehr & Charstad, 2015). To confirm the construct validity, in addition to confirmatory factor analysis, convergent and divergent validity were used. 

Divergent validity is verified using the single-double validity index (Heterotrait-Monotrait Ratio or HTMT) (Habibi & Adanvar, 2016). Based on the reported numbers, the divergent validity is confirmed due to the values being less than 0.9. In terms of demographics, the largest number of respondents are women, who constitute 58.9% of the population of respondents. The percentage of men who participated in answering was also 41.1%. In terms of education, 23.9% had an associate degree, 41.1% had a bachelor's degree, 24.3% had a master's degree, and 10.4% had a doctorate or higher. In terms of age, 16.8% were between 20 and 30 years old, 31.4% were between 31 and 40 years old, 34.3% were between 41 and 50 years old, and 17.5% were older than 50 years old. 21.4% have known the Golestan Ali brand for less than 5 years, 35% have known it between 5 and 10 years and 43.6% have known it more than 10 years. 70% of the sample members were members of the Instagram social network and 30% were members of the institution's Telegram. To determine the fit of the model, three indices of shared values, coefficient of determination, and goodness of fit index (GOF) are used. If the shared values are positive, the reflective model has the required quality (Mohsenin & Esfidani, 2016). The main indicator of the test of dependent latent variables of the model is the coefficient of determination, which expresses the percentage of prediction of the dependent variable differences by the independent variable. Comparison with the numbers 0.67, 0.33, and 0.19 respectively shows that this prediction is average and weak.
 

The social media marketing campaign of Golestan Ali Institute makes philanthropists believe that it provides more value and affects the special value of their institution's brand. The brand value of Golestan Ali Institute can be increased with the success of charitable activities in social media. Therefore, charitable activities in social networks affect the special value of charitable institutions. In this regard, it is recommended that the managers of the Golestan Ali Institute publish reliable, informative, and accurate information about the institution's brand on their social media pages because accurate information and gaining the trust of benefactors will increase the value of the charity's brand. Roud and other users are also attracted to this institution. It is also suggested that the introduction of the charitable activities of the Golestan Ali Institute in social networks should be attractive and artistic. Also, it is recommended that the content presented on social networks should be interesting and effective for the audience of these media. To get more users to join this page, Golestan Ali Institute's social media pages use rich media and promote interaction that leads to brand experience. When customers are informed about how a brand can meet their needs and wants through philanthropic activities on social media, a positive brand experience is reinforced. Therefore, charitable activities in social networks have a significant impact on the brand experience. It is recommended that the managers of Golestan Ali Institute emphasize quick interaction with benefactors online to create a positive experience. For example, a charity's social media manager should respond quickly to people's questions on a social media page or chatbot to avoid negative experiences. Also, in these networks, it is possible to share information with others, so that the philanthropists who have had the experience of cooperating with the Golestan Ali Institute can express their experiences. The brand experience affects the image and associations of the brand and improves a strong relationship between the philanthropists and the Golestan Ali (AS) Institute. Also, positive brand experience is very important to maintain a strong brand image, brand awareness, perceived quality, and brand loyalty that ensures their survival and profitability in this competitive market. Therefore, brand experience has a significant effect on the special value of charitable institutions. It is recommended that they continuously share updated content about the charity's offers and services; The reason for this is to inform their current and potential benefactors, which acts as a catalyst for a positive brand experience and ultimately affects the brand value of the charity. In addition, in the charity institution, it should be possible for benefactors to be able to tell their benevolent motives by transferring feelings and emotions to other people and benefactors. In this regard, managers should arrange the possibility of holding programs and activities to create high enthusiasm among benefactors. Philanthropists share their experiences in cooperation with the Golestan Ali Institute. Social networks allow philanthropists to be storytellers, whereby they can share their positive or negative experiences on online platforms. Retelling positive experiences in social networks affects various components of brand equity. Therefore, charitable activities in social networks have a significant effect on the special value of charitable institutions through the mediating role of brand experience. It is recommended to do their best to provide clear and timely information to users on social networks and to take steps to improve the brand image of the charity in the minds of users. Social media brand experience is a powerful tool for creating brand equity. When philanthropists who have cooperated with Golestan Ali Institute are faced with tempting offers from other institutions, they are likely to choose the institution with which they have had good experiences, even if the costs of cooperation with it are higher. Interestingly, this study found that perceived uniqueness positively moderates the relationship between social media and brand equity through the mediating role of brand experience. Therefore, it is recommended that the marketers of Golestan Ali Institute advertise their point of difference on social media pages about the services of their institution so that existing and potential consumers can have a reason to share, recommend, and purchase services from a particular institution.

Market orientation is the beating heart of modern marketing management and strategy, and a business that increases its market orientation will improve its market performance. Also, the tendency to entrepreneurship is known as an effective development strategy to advance the company's performance.Therefore, the purpose of this research was to investigate the effect of orientation to the market and orientation to entrepreneurship on the performance of the company, taking into account the mediating role of marketing ability and moderating the type of cooperative company. The statistical population of this research is the directors and vice-presidents of the cooperative companies of Razavi Khorasan province.Based on Klein's thumb method, 240 samples have been considered as accessible sampling methods. The data collection tool was the questionnaires of Susanto et al. (2021) and Tessi (2004). In order to measure face validity according to experts, convergent and divergent validity and factor analysis have been used. Cronbach's alpha and composite reliability were used to measure reliability. Its total Cronbach's alpha value was estimated to be 0.956. Data analysis was done by SmartPLS4 software. The results showed that the tendency to entrepreneurship and the tendency to have an effect on the performance of the company and the moderating variable of the type of cooperative company moderates these effects.The impact of marketing capabilities on the company's performance was confirmed.Orientation to the market and orientation to entrepreneurship have influenced the performance of the company through the mediating role of marketing capability.

The field of technology has developed compared to other industries in terms of investment. The use of sustainable innovation strategies has resulted in competitive advantage and improved sustainable business performance (Cheng et al., 2020). The purpose of this research was to investigate the impact of environmental innovations on sustainable business performance with the role of moderating market turbulence. This research is a survey in terms of practical purpose and implementation method. The statistical population of this research is all the managers, deputies and employees of Cork Company in Erbil, Iraq, whose number was 1600 people; According to Morgan's table, 310 samples were considered available by non-random sampling method. The data collection tool was the standard questionnaire of Cheng et al. (2020). In order to measure face validity according to experts, convergent and divergent validity and factor analysis have been used. Cronbach's alpha and composite reliability were used to measure reliability. Its total Cronbach's alpha value was estimated at 0.905, which is within the acceptable range. Data analysis was done by structural equation modeling method and SmartPLS3 software. The results showed that improvement in process innovation, product innovation and environmental organizational innovation has been able to increase the sustainable business performance of Cork company. In addition, the greater the turbulence in the market, the greater the impact of product innovation and organizational environmental innovation on the sustainable business performance of the Cork company.

The aim of this study was to investigate the factors affecting the continued use of Snapfood mobile application using technology acceptance model and waiting confirmation model. The research method is applied in terms of purpose and descriptive-correlation in terms of data collection. The statistical population of the study was Snapfood users in Mashhad, which was distributed by sampling method and based on the rule of 5 to 15 times the number of items 340 questionnaires. Data collection tool was a standard questionnaire of Tom et al. (2018). For validity and reliability of the instrument, content validity and Cronbach's alpha coefficient were used and in order to test the research hypotheses, structural equation modeling with Smart PLS software was used. The results of testing the research hypotheses showed that all the factors in the technology acceptance model have a positive and significant effect on the continuity of application. In addition, the effect of approval and expected performance and satisfaction as well as the effect of approval on expected performance are significant. The significant effect between confirmation through expected performance and through satisfaction on users' continued use of the application was not confirmed. The expected performance also showed a positive and significant effect on users' continued use of the application through satisfaction.

The purpose of this study was to investigate the effect of tourist experiences on the intention to buy and share experiences through tourist satisfaction. The present study is in the category of descriptive-survey studies according to the purpose of applied research and in terms of research method. The statistical population included domestic tourists in the city of Mashhad who use online ticket booking applications or websites and tourism services, and according to the rule 5 to 10 times the number of questionnaire items (22 * 10), 220 people as a sample size Was taken. The questionnaire used in this study as a data collection tool for all variables was adapted from Song (2021) research on a five-point Likert scale. For instrument validity, face validity and professors' approval and structural validity were used, and for reliability, Cronbach's alpha coefficient was used, which finally confirmed both validity and reliability. Finally, the data were analyzed at both descriptive and inferential levels using structural equation modeling in SPSS and PLS software. The results of this study showed that tourists' experiences affect their intention to buy and share their experiences through their satisfaction.

The major role of the media in shaping public opinion has led to the great importance of the media. In other words, due to the increase in interactions that people have with each other in various ways, including through the online social network, these interactions cause people to be culturally and socially close to each other, and consequently these commonalities create interests and choices. Become subscribers; therefore it can be important to examine the impact of these interactions on customers' perceptions of trust in the brand in question. This research is applied in terms of purpose and in terms of method is among the descriptive-survey research. The research community is Vitex brand customers located in Mashhad. The sampling of this research is using Morgan table and 384 customers that the data were collected through the questionnaire of Parmita et al. (2021). In order to analyze the data, structural equation modeling was done with pls software. The results showed that the brand experience has a great effect on the social interactions of Vitex brand consumers. Also, the general trend towards online social interaction has had a positive and significant effect on social interaction. General tendency towards online social interaction moderates the effect of brand experience on social interaction, and finally, consumers' social interactions did not have a significant effect on their Verbal communication.

The aim of the research was to investigate the effect of autobiographical memory on tourists' travel intentions, the role of matching the destination with desires, satisfaction and attachment to destination. This research, in terms of practical purpose and in terms of data collection, is descriptive-survey and causal. The statistical population of the research includes tourists who have traveled to Mashhad city more than once, according to the statistical population, 384 people were randomly selected as a statistical sample according to Morgan's table. The required data were collected using a standard questionnaire and Cronbach's alpha coefficient was used to measure the validity of the instrument from face validity and construct validity and to measure the reliability of the instrument, the value of which was estimated at 0.905. SPSS and Smart PLS software were used for data analysis.Based on the results, it is suggested to the tourism planners to consider the autobiographical memory in order to increase the travel intention of the tourists and according to its dimensions, try to create more attachment in the tourists in order to increase the possibility of the travel intention from the tourist destination.

Today, the rapid growth and increasing use of social networks has made it possible for sellers, retailers and buyers to communicate more effectively in the online retail environment. In this research, investigating the antecedents and consequences of brand love; From the online consumer's brand engagement to the intention of creating brand value (the case of the study of the Afogh Korosh brand) in the year 1401. The current research is applied in terms of purpose and descriptive-correlation in terms of execution method. The statistical population of the research is all customers of Afogh Korosh stores, whose number is unlimited and unknown, and the statistical sample was calculated using Morgan's table of 384 people in PLS software, with the method of structural equations and confirmatory factor analysis. The results showed that online consumer brand engagement had a significant effect on brand love and willingness to pay a higher price, as well as on the intention to create brand value. Also, brand trust has an effect on brand love and the intention to create brand value, but it did not affect the willingness to pay a higher price. Online consumer brand identity had an effect on brand love and willingness to pay a higher price, but it did not have a significant effect on the intention to create brand value. Finally, love for the brand had a significant effect on the intention to create brand value and willingness to pay a higher price.

The aim of this study was to investigate the effect of green entrepreneurship orientation on green supply chain management and sustainable performance; The role analysis of market orientation and knowledge management orientation has been done. This research is applied in terms of purpose and descriptive-correlation in terms of implementation method. The statistical population of the study is all employees of Mashhad Municipality with 480 people. The statistical sample was calculated using Morgan table of 214 people and the random sampling method was simple. The instrument used in this research is the standard Habib (2020) questionnaire with 33 questions. In order to determine the validity of the questionnaire, content validity was used with the approval of professors and experts and the validity of the structure was convergent and divergent. In this research, descriptive and inferential statistical methods using SPSS and pls software have been used to analyze the data. The results showed that green entrepreneurship orientation has a significant effect on market orientation, knowledge management and green supply chain management. Also, the impact of supply chain management on economic and environmental performance has had a significant impact. The mediating effect of market orientation and knowledge management orientation between green entrepreneurship orientation and green supply chain management was also confirmed. Finally, the effect of green entrepreneurship orientation through green chain management on sustainable performance (economic and environmental) was confirmed.

The current applied descriptive-correlational study sought to investigate the effect of staff self-leadership on the outcomes of internal branding and role identity in the hotel industry. The statistical population of the study comprised all the staff of 5-star hotels in Mashhad, out of whom 120 people were selected through the Morgan table using simple random sampling. The required data were collected via the standard Zhang and Zhou questionnaire (2021) whose face and construct validity were measured through expert approval and factor loads, respectively. Moreover, the reliability of the questionnaire was measured and confirmed using the Cronbach's alpha test. Finally, the collected data was analyzed via structural equation modeling. The findings of the study indicated the significant positive effect of self-leadership on brand knowledge, brand commitment, and brand citizenship behavior through factors such as the visualization of successful performance, self-goal-setting, self-talk, and self-aggrandizement. Furthermore, self-leadership factors also influence brand knowledge, brand commitment, and brand citizenship behavior through role identity. It could, therefore, be concluded that promoting self-leadership behaviors helps the internal growth of an organization’s brand and facilitates internal branding through role identity.

With increasing environmental concerns from consumers, governments and communities around the world and organizations have sought to develop environmentally friendly programs such as green service and product development, green behavior and green technology. The aim of this study was to investigate the effects of IoT, green shopping intention and green operations on green behavior of employees in the hotel industry (Case study: Hayat Shargh Apartment Hotel). The present study is applied in terms of purpose and descriptive-correlation in terms of implementation method. The statistical population of this study was all employees of Hayat Shargh Apartment Hotel, whose number is 100 people. The statistical sample was calculated using Morgan table, 80 people and the random sampling method was simple. In order to collect data, Basana et al (2021) questionnaire was used. In order to determine the validity of the questionnaires, content validity and professors' approval., construct validity, convergent and divergent were used and the reliability of the questionnaires was assessed and confirmed using Cronbach's alpha coefficient. In this research, structural equation modeling methods using PLS software have been used to analyze the data. The results showed that the Internet of Things has a significant effect on green operations and green behavior of employees. The intention to buy green also had a significant effect on green operations and green behavior of employees. But the impact of green operations on staff green behavior was not confirmed.

Concerns about the environment have led to a movement called the Green Movement, and philanthropic companies have gone beyond government regulation. They use strategies that create a sustainable environment and seek an economic system that will ensure the survival of the planet. Therefore, the purpose of this study is to investigate the impact of perceived brand social responsibility on sustainable customer interaction behavior, with emphasis on the role of environmental concerns and green trust in agricultural products. The population of this research is the customers of agricultural products of Mashhad chain stores and the sample size according to Cochran's formula is 384 people. Data were collected through the standard questionnaire of Chuah et al. (2020) and the validity of the questionnaire was confirmed through face validity and expert validation and construct validity using factor loads, and reliability using Cronbach's alpha test and combined reliability. Structural equation modeling was used to analyze the data with PLS software. The results of this research show that the perceived social responsibility of the brand has influenced green trust; But its impact on environmental concerns has not been confirmed. It was also found that environmental concerns and green trust have a significant effect on the customer's sustainable engagement behavior. Finally, the effect of the customer's sustainable engagement behavior on the loyalty and citizenship behavior was also confirmed. It is suggested that brands focus on the tangible aspects of social responsibility and explain it to customers so that they understand the importance of the issue better.

The subjective evaluation of the consumer, which is created by the interpretation and meaning of the concepts of information about the product and service that he receives. Because, by observing and evaluating the product, customers immediately give psychological feedback and impression of the quality of the product and service in their minds. The present study was conducted with the aim of investigating the impact of consumer perceptions(perceived brand beliefs and perceived values) on the behaviors and attitudes of consumers of foreign household appliances in Mashhad. This research is based on the practical purpose and in terms of the method of data collection, it is a descriptive survey. The statistical population in this research is the consumers of foreign household appliances in Mashhad city, the sample size was determined based on the rule of thumb of 5 to 10, the number of items (23*10) was determined and the questionnaire was distributed among them in a non-probabilistic way. The tool for data collection is the standard questionnaire of Chong and Kim (2019), which was used to confirm the reliability of the questionnaire using Cronbach's alpha coefficient, and for the validity of the questionnaire, face validity (confirmation by experts) and construct validity (factor loadings) were used.Reliability and validity of the questionnaire. Also, data analysis was done using the structural equation model method and using SPSS and Amos software.The results indicate that consumer perceptions have a positive and significant effect on consumer behaviors and attitudes. Perceived beliefs about the brand do not have a significant effect on brand loyalty, but have a significant positive effect on the intention to buy and the intention to buy recommended, and finally, perceived values of the brand have a significant positive effect on brand loyalty and intention to buy, while the intention to buy recommendation.Has no significant effect.

The purpose of the current research is to discover the relationships between quality variables, perceived value, satisfaction, and loyalty goals using structural equation modeling (SEM). According to the purpose, this research is practical and in terms of descriptive-survey method and correlation type. The statistical population of the study was rural tourists in ten most visited villages around holy Mashhad, which include the villages of Zoshak, Khader, Shandiz, Anbaran, Kang, Dehsorkh, Jaghargh, Andarakh, Ngandar and Akhlamed. Based on Cochran's formula, 384 people were selected as a sample using quota non-probability sampling. The research tool was the standard questionnaire of Zhaoting et al. (2020). The validity of the model and the relationship between the research variables were confirmed by the structural equation modeling method. To measure reliability, Cronbach's alpha was used and confirmed. Data analysis was done to test the hypotheses using structural equation method and Lisrel software. According to the obtained results, the perceived quality of the rural tourist has a positive and significant effect on the perceived value and affects his satisfaction. Also, the perceived value of the rural tourist has a positive and significant effect on the satisfaction of the rural tourist. In addition, the satisfaction of rural tourists has shown a positive and significant effect on the intention to revisit, willingness to pay for special rural products, and word-of-mouth advertising.

Today, the use of organic products has become popular among the people of the society. Therefore, the main purpose of this study was to investigate the effect of attitude components on the consumer's desire to buy organic products; Analysis of the role of marketing mix, social responsibility and quality is understood. This research is applied in terms of purpose and descriptive-survey in nature. The statistical population of the study is consumers of organic products in Mashhad. Due to the uncertainty of the statistical population using the Cochran's formula, 388 people were identified and the questionnaires were distributed among them by non-random sampling method. Data collection tool was a standard questionnaire that for its validity was used face validity and expert approval and structural validity and for reliability of the questionnaires Cronbach's alpha was used and confirmed. To analyze the data in the descriptive statistics section, SPSS software and inferential statistics using structural equation modeling using PLS software were used. The results of this study showed that the cognitive, emotional and behavioral components of customers (0.118,0.026,0.024, respectively) have a positive and significant effect on the marketing mix of companies. The positive and significant effect of perceived quality on the marketing mix(0.247) and consumer willingness(0.465) has also been confirmed. Also, the mediating effect of marketing mix on the effect of attitudinal components on consumer desire(0.280,0.376) except the emotional component was confirmed and the moderating effect of social responsibility among the attitudinal components(0.116, 0.106) except the cognitive component(0.008) was confirmed.

Innovation is an important indicator for organizations because it creates value and sustainable competitive advantage in the current complex and changing environment. More innovative organizations are more successful than other organizations in responding to changing environments and creating and expanding new capabilities and achieving better performance. Therefore, the purpose of this research was to investigate the effect of organizational knowledge sharing on the innovation performance of Iraqi small and medium enterprises with the mediating role of innovation capability and moderating Connection strength and networking scale. The statistical population of this research is all managers and vice presidents of small and medium companies in Iraq, whose number is unknown; According to Klein's thumb method (5 to 10 times the number of items), the number of members of 170 people was selected non-randomly. The research tool was Dongling et al.'s (2022) questionnaire, which was used to test the validity of content validity and experts' approval, and for construct validity, construct validity, convergent and divergent validity were used. The reliability of the questionnaire was done with Cronbach's alpha and composite reliability (more than 0.7). Data analysis was done by structural equation method with PLS software. The results showed that the effect of organizational knowledge sharing on innovation performance with the mediation of innovation capability was significant (t=2.559). In addition, the moderating role of networking scale (t=2.671) and Connection strength (t=3.651) in the effect of organizational knowledge sharing on innovation ability has been reported.

Nowadays, various businesses, especially service companies, must use a variety of marketing measures to build effective relationships with customers, to lead to commitment and loyalty. Therefore, it is important to ensure that relationship-based marketing strategies improve the performance of companies. In today's era, different businesses and especially service companies should use various marketing measures and activities to establish effective relationships with customers, in order to create conditions that lead to commitment and loyalty among them. For this reason, ensuring that relationship-based marketing strategies lead to improved company performance is of paramount importance. All marketing activities carried out in order to create, develop, and maintain successful relationships, which is called relationship marketing, are defined as a two-way relationship between the service provider and the customer that leads to profitability. Relationship marketing tactics include financial, social and structural dimensions and are influential on financial and non-financial functions.

THEORETICAL FRAMEWORK:

This study examines the effectiveness of customer relationship management. The purpose of this study is to investigate the growth and development of financial and non-financial performance in the insurance industry through relational marketing policies. In the last two decades, many organizations have become aware of the importance of their customers' satisfaction and have realized that maintaining existing customers is less expensive than attracting new customers.  For this reason, companies must always monitor and take care of the interaction between themselves and their customers, and with the correct knowledge and understanding of the needs and values ​​of customers, provide them with valuable goods and services in order to create loyalty in them by gaining satisfaction. Relationship marketing is known as a strategic solution to create commitment and loyalty and influential on the quality of relationships with customers. Also, customer relationship management leads to enhanced efficiency and performance and improved effectiveness in customer service, integration of communication channels, increase in new business opportunities and competitive performance, and customer classification. Relationship marketing has a significant impact on the quality of customer relationship management and the quality of management. Communication with the customer, which shows the customer's commitment and trust, affects the organizational performance

The current research is practical in terms of purpose, and is descriptive-survey and correlational in terms of the nature of the method and implementation. The statistical population of the research consists of different branches of insurance agencies in Mashhad. According to statistics and information, there are 140 companies. Therefore, using Morgan's table, 103 samples were determined for the statistical population. The sample analysis unit in this research was the managers of the brokerages. Due to the lack of cooperation of some agencies in providing data and completing the questionnaire, available sampling method has been used. 110 questionnaires were distributed among the members of the statistical community and finally 103 questionnaires were collected. The tool of data collection was a questionnaire that was compiled in three sections: introduction, demographic questions and questions to measure the main variables of the research. To measure the main variables of the research, 38 questions were designed and the measuring scale of the variables was a five-part Likert scale. Given that the questionnaire was standard and its validity has already been confirmed, it can be said that it has the required validity. Nonetheless, to determine the validity of the questionnaire, the face content validity method was used again. For this purpose, the questionnaire was given to the experts, professors and experts related to the research field and they were asked to express their corrective opinions and after collecting their opinions and actions, the final questionnaire was compiled. Average variance index (AVE) was used to measure the validity of questionnaire questions. To measure the reliability of the research questionnaire, the customary method of reliability assessment, i.e., Cronbach's alpha coefficient, was used. This coefficient is higher than 0.7 for all variables and equal to 0.95 for the entire questionnaire, which is a good coefficient and shows that the reliability of the research tool is at an optimal level. Also, the combined reliability coefficient (CR) was used to measure the reliability of the questionnaire. Table (1) shows the results of validity and reliability indices of the questionnaire.

The purpose of this research was to investigate the impact of relationship marketing dimensions on the financial and non-financial performance of insurance agencies with the mediating role of the quality of customer relationship variable. After examining the theoretical foundations and related literature, and based on the conceptual model of the research, taken from Kaliskan and Asmer (2019), hypotheses were presented. After data collection, data analysis was done using structural equation modeling with the help of Smart-PLS software. The analysis of data and results showed that each of the variables of relational marketing tactics, including financial, social and structural, had a positive and significant effect on the quality of customer relationship.  A significant relationship between the quality of customer relationship and financial and non-financial performance was also confirmed. Also, the variables of relationship marketing tactics, including financial, social and structural, showed a significant impact on financial and non-financial performance through the quality of communication with the customer.

 CONCLUSIONS & SUGGESTIONS:

The impact of financial relationship marketing on the quality of customer relationship was shown to be positive, and this demonstrates that insurance company managers can gain the trust and commitment of their customers and increase the quality of their customer relationship by using financial relationship marketing tactics. The positive effect of social relationship marketing on the quality of customer relationship showed that insurance agency managers using social related marketing tactics (such as regular contact with customers in any way, reminding them of special occasions, paying attention to the tastes of their customers, holding social events to their suggestions and complaints, etc.) can enhance the satisfaction and loyalty of their customers and improve the quality of their relationship with customers. The positive effect of the quality of customer relationship on financial performance also showed that insurance agency managers by maintaining the quality of relationship with their customers (such as adhering to commitments, giving detailed information and advice, being trustworthy in maintaining and maintaining customer's personal information, which leads to commitment and more customers' trust and loyalty to the company, etc.) can make the customer loyal to the company. The positive impact of customer relationship quality on non-financial performance showed that insurance agency managers can attract new customers in the future by maintaining the quality of relationship with their customers apart from keeping their current customers.

The aim of this study was to investigate the effect of supply chain innovation on competitive advantage through risk management capability and flexibility along with examining the role of the relationship between buyer and supplier in food companies in Mashhad.

This research is applied in terms of purpose and descriptive-survey in terms of method. The statistical population of the present study is food companies in Mashhad. The sample size according to the thumb method (10 times the number of items) is equal to 220 companies and sampling was done by non-probability method. The data collection tool is the standard questionnaire of Afraz et al. (2020). Formal validity was used for the validity of the questionnaire and Cronbach's alpha coefficient and composite reliability were used to evaluate the reliability of the questionnaire. Structural equation method and Smart-PLS1 3.0 software were used to analyze the data.

The results showed that supply chain innovation, risk management capability and flexibility have a positive and significant effect on competitive advantage. The mediating role of risk management capability and flexibility was also confirmed. The moderating role of the supplier-buyer relationship was also confirmed.

Marketing researchers believe that the shopping process is a decision-making process and includes the steps that the buyer goes through to decide what kind of products to buy. The online shopping environment helps buyers to spend less time making decisions by accurately evaluating product information and comparing it with other products.
The purpose of this research is to investigate the effect of individual biases on online shopping behavior with regard to the mediating role of ethnocentrism (ethnic prejudices) of consumers (case study: domestic clothing brands on Instagram).
The research method is applied in terms of purpose and descriptive-correlation in terms of data collection method.
The statistical population in this research includes all the customers of the domestic brands of the clothing industry in Mashhad, whose number of customers is uncertain.
Therefore, in the statistical sample using Cochran's formula, 384 samples were selected by non-random sampling method.
The research tool was a 49-question questionnaire, whose content validity, according to the opinion of experts, and construct validity were measured based on the confirmatory factor analysis technique; also, to evaluate the reliability of the questionnaires, Cronbach's alpha test was used and for data analysis, the structural equation technique was used by applying Smart PLS software. The results indicated that consumer ethnocentrism mediates the effect of individual prejudices on online shopping behavior. Also, individual prejudices have a significant effect on consumers' ethnocentrism (ethnic prejudices) and consumers' online shopping behavior.

The purpose of this study is to investigate the effect of online interactions on the behavioral intentions of buyers. For this purpose, the model of acceptance of mobile technology and personal factors has been used. The research is applied in terms of purpose and descriptive-survey in terms of nature. The statistical population of this study is all users of social networks who have received advertisements for tourism products in this way, the number of which is unknown to the researcher, and therefore to determine the sample size, the method was used 5-10 times the number of questionnaire items. Non-random sampling method was available and finally 153 samples were examined. The research tool was a standard questionnaire that content validity was done with the help of experts and structural validity was done by confirmatory factor load analysis method. The reliability of the questionnaires was measured by Cronbach's alpha and the combined reliability coefficient. Hypotheses are tested by structural equation modeling and PLS software. According to the results, mobile self-efficacy affects the usefulness of mobile, ease of mobile use and behavioral intentions. Technology self-efficacy affects the usefulness of mobile and the ease of using mobile. Ease of mobile use and online interaction also affect behavioral intentions. In this study, the effect of technology self-efficacy and mobile utility on behavioral intentions has not been confirmed.