امیر پور ناصرانی

Word of mouth as one of the most important and oldest unofficial communication tools has an influential role in marketing processes specially in persuading people to buy a product or use a service. Most consumers rely more on the information that they acquire from friends and relatives through word of mouth because they consider this kind of information is more reliable than information generated by advertisers and marketers. Therefore, in the environment that consumers’ trust in organizations and advertising is reduced, word of mouth is a great way to gain competitive advantage and it enables business organizations and firms to influence customers’ intention to use by means of word of mouth. Due to the importance of this issue, the present paper has tried to investigate the effect of word of mouth on customer's intention to use insurance services. A descriptive survey design was used in this research and based on its goal this research was an applied one. The target population of this research was the customers of insurance companies in Rasht. To collect data 300 questionnaires were distributed among customers by using simple random sampling method. For data analysis and testing research hypotheses, structural equation modeling method was applied by using LISREL software. The results revealed that word of mouth dimensions namely, intensity, positive valence, negative valence, content and also corporate image affect customer's intention to use insurance services.

Today, the Value of firms greatly influenced by intangible assets or intellectual capital. These factors have significant role in achieving competitive advantage. In today's knowledge-based economy, the intellectual capital necessary to remain competitive. Given the importance of this issue, the present study examine the influence of corporate social responsibility on green intellectual capital in industrial units. The study has descriptive – correlation method. The population of research is industrial units in the city of Rasht. So, 300 questionnaires were distributed among managers in these units. In order to analyze the data and test research hypotheses with structural equation modeling using LISREL software. The results of the research indicate that CSR and environmental awareness had a positive impact on all three dimensions of green intellectual capital namely green human capital, green structural capital and green relational capital. Meanwhile, the CSR has a positive impact on environmental awareness.

This research is contributed to the factors affecting entrepreneurial intention of trainees trained in technical and vocational training centers. To collect data 400 questionnaires were distributed among trainees trained in Guilan Advanced Skills Training Center by using accessible sampling method. The respondents provided the data by means of a self-reported questionnaire and for data analysis and testing the research hypotheses, structural equation modeling was used. The results revealed that personal attitude, subjective norms, perceived behavioral control, internal locus of control, propensity to risk, self confidence, need for achievement, tolerance of ambiguity and innovativeness affect entrepreneurial intention of trainees. Also, personal attitude and subjective norms had a positive effect on perceived behavioral control but there was not a meaningful relationship between subjective norms and personal attitude.