فهرست مطالب محمد باشکوه

Agricultural products have been utilized in various capacities and fortitudes by human beings ever since the dawn of civilization. Agricultural products currently hold significant strategic and political value due to their ability to ensure the continued existence of governments. Hence, the objective of this study is to propose a framework for addressing the barriers that impede the growth of agricultural export enterprises.present study employs a qualitative research design, specifically descriptive field research, to gather and analyze data in accordance with the foundation's qualitative data method. One method of data acquisition utilized in this study is an open interview. The statistical community consists of individuals who possess extensive knowledge and experience in the field, including administrators of agricultural export companies and high-level customs officials. In the quantitative aspect, this expertise is supplemented by administrative personnel. Thus, until theoretical saturation was attained, thirteen interviews were conducted for the qualitative portion, and 260 sample members were selected for the quantitative portion using Cochran's formula and the random method.The solutions containing core codes (company level, sustainability, technological, market level, government and laws level, individual level) exhibit a coefficient of 0.402. Conversely, the challenges and obstacles, with a coefficient of 0.106, comprise fundamental codes (policies and laws, infrastructure, environmental factors, and market and production factors). These obstacles have a direct and statistically significant impact on the removal of barriers to the advancement of agribusiness.By fortifying the aforementioned sectors—particularly the technological sector and politics—this sector can be significantly aided in overcoming its obstacles.

E-commerce represents the movement of traditional business towards digital business in the global economy. The concept of electronic commerce refers to a method in which organizations do business electronically and use a group of technologies to establish relationships with consumers and other companies, or to conduct commercial transactions. Therefore, in current research, the impact of using e-commerce and ethical hypocrisy on the performance of the company is investigated with the mediating role of knowledge management and the moderating role of knowledge management.

This research was descriptive and correlational. The studied community also includes employees who work in small and medium-sized companies in the rubber industry in Tehran province. Among these employees, 161 people were selected completely randomly and answered the questions. The obtained data was also analyzed with SPSS and PLS software.

The results showed that the use of e-commerce, ethical hypocrisy, knowledge management and entrepreneurial competence positively affect the company's performance, and knowledge management indirectly mediates the relationship between the use of e-commerce and the company's performance. In addition, the results showed that entrepreneurial competence could not moderate the relationship between the use of e-commerce and company performance.

Since the emergence of the concept of supply chain agility as the primary management asset for gaining a competitive edge in the dynamic and uncertain business environment, extensive studies have been conducted in this area. A significant portion of this studies has focused on the impact of supply chain agility on financial performance. Analysis of empirical studies reveals that the influence of a strategic asset like supply chain agility is varied across different studies, often yielding contradictory results. Therefore, it is imperative to aggregate and compare the findings of experimental studies using a meta-analysis approach. Consequently, the current research was undertaken to investigate the impact of supply chain agility on financial performance, employing a meta-analysis approach and examining the moderating role of industry type. In this study, 18 final studies were identified in accordance with the PRISMA protocol and their data was inputted into the CMA2 software. The results of the meta-analysis demonstrated that supply chain agility does indeed affect financial performance. Furthermore, the analysis of moderator variables revealed that supply chain agility has a more pronounced effect on financial performance in single industries.

Tourism is one of the main factors of sustainable development in economic, social, cultural and environmental levels. Geotourism is a subset of sustainable tourism and its purpose is to preserve tourism land resources and develop tourism in destinations. It means guiding tourists in such a way that the visited geosite can be preserved and used for future generations. In general, the achievement of sustainable development has caused the management of tourism development in developing countries such as Iran to be of double importance; Therefore, the aim of this research is to evaluate the management of sustainable tourism development of geomorphosites in the city of Hashjin, and to achieve the goal, a qualitative method was used to identify geomorphosites and the COMENSCO model was used for quantitative evaluation of geomorphosites. The results of the research show that the area of Hashjin city has a high potential for the development of geotourism in all dimensions. Among the 11 selected geomorphosites, the city of Hashjin with a score of 61 out of 100 has the highest quantitative value, and the Qezaluzen river with a score of 61 has a high potential, and the next rank is Aghagh Mountain with a score of 57 and Aras forests with a score of 56. Therefore, it is concluded that with proper exploitation, the creation of facilities and the development of transportation and welfare infrastructures in the geo-tourist areas of Hashjin city, necessary measures should be taken for the economic prosperity and prosperity of tourism, and with careful planning and the use of geographic and environmental science experts to achieve this basic goal. The work will be done.

Nowadays, issues related to climate change and environmental degradation have almost impacted all human activities, especially in commercial, industrial, and academic sectors. In this regard, universities, as responsible parties for education, play an important role in institutionalizing the value of the environment. Therefore, the aim of this research is to model the components of a green university, which has been carried out within the framework of a mixed approach and using qualitative content analysis and structural equation modeling between the years 2021-2022. In this research, to extract the factors and indicators of a green university, interviews were conducted with 15 entrepreneurs, experts, and professors using snowball sampling. After identifying the factors and indicators of a green university, the researcher-designed questionnaire was distributed among 186 managers, deputies, and staff of the university in Ardabil. The results of data analysis showed that the factors and indicators of a green university consist of 5 main categories, 13 sub-categories, and 77 concepts, including green buildings, green research, policies, resource management, and green education, which are the main building blocks of a green university. Among them, green building, green research, policies, resource management, and green education had the highest and lowest importance with factor loads of 1, 0.98, 0.94, 0.85, and 0.73, respectively. According to the findings of this research, to manage green areas in the University of Ardabil, all sections of the university need to participate. Therefore, coordination and synergy between the functional units of the university and the responsible authorities in the field of the environment are recommended to achieve the goals of green management.

The complexities of multiple channel marketing, contrary to traditional approaches (lack of monitoring and inadequate evaluation in traditional approaches) led to the formation of effectiveness metrics movement in the form of channel alignment, resource input, goal achievement and value creation by each channel at the end of the operational period. Companies operating in a single-channel environment, to some extent, it is possible to define and determine the effectiveness criteria, so with the expansion of the variety of channels used by the company, it is no longer easy to ensure transparency in determining and evaluating the effectiveness of operations, even businesses that seem The distribution channel structure is smooth and hassle-free, customers are moving from one channel to another, and measuring channel performance based on a cost-effective sales model is not a comprehensive measure in this situation. The situation with multiple distribution channels is quite different from measuring the effectiveness of traditional channels. The buying process is based and there is no clear boundary between the performance and effort of the sales team and the benefits of sales on the website, so traditional benchmarks for Catal effectiveness are not appropriate in this situation. Therefore, accurate and useful measurement criteria are necessary and essential.If more systematic and rational decisions are made about the channel, the effectiveness evaluation model will play a vital role. Most companies today base their evaluations on individual and independent channel-based effectiveness metrics. Therefore, with the emergence and expansion of multiple distribution catalysts, it is necessary to review these single-channel evaluation criteria. Therefore, according to the old English proverb, instead of using the ship's light to guide it at night, the starlight should be used to guide the organization's ship.Research purposes 1. Identify the factors and preconditions for shaping the effectiveness of multiple distribution channels.2. Investigate the position of each of these factors in the effectiveness of multiple distribution channels.3. Investigate and identify how the relationship between the components in the pattern of effectiveness of distribution channels.Research MethodsThe main purpose of the current research is to design a model of the effectiveness of distribution channels from the perspective of experts. In order to answer this goal, the following questions were asked:1. What are the factors and preconditions for shaping the effectiveness of multiple distribution channels?2. What is the position of each of these factors in the effectiveness of multiple distribution channels?3. What is the relationship between the components in the expressed pattern?This research has been done qualitatively using data-theory theory approach. Data theory Foundation enables researchers in a variety of subject areas to formulate their own theory and proposition instead of relying on existing theories. These theories and propositions are dealt with systematically and based on real data. Every theory and proposition that is formulated based on this method is based on a documented context of real data. In fact, data theory is a way to gain insight into the subject matter, and the subject matter or subjects that have not been thoroughly researched before and our knowledge in that field is limited.Step 1: Research Problem: Conceptualization Shaping the distribution channel composition and identifying the components of this concept and the relationships between these components.Second stage: Review of the theoretical literature of the research: Review of the theoretical foundations of the research showed that in the subject of this research, there is no model that explains this concept.Step 3: Data collection: The statistical population of this study is the executive managers involved in the issue of distribution and sales channels in the field of construction equipment, home appliances, sanitary ware and equipment. In this study, 18 experts were interviewed. Then the data were repeated and reached theoretical adequacy. In this study, purposive theoretical sampling method was used. The interview began with questions about the reasons, factors and signs influencing the formation of the distribution channel composition, and according to the answers of the interviewees, other questions were also designed and raised.Step 4: Data Analysis and Template Design:Data analysis is at the heart of the foundation data theory approach and requires the creativity, patience, acumen and punctuation of the researcher. Data Analysis In the data theory method, the foundation has three main steps: open coding, axial coding, and selective coding. The first step in data analysis and coding is open coding. Open coding, the researcher names categories with an open mind and does not limit the number of codes and categories. During this coding process, 174 open source code, 36 concepts and 13 categories were extracted. In axial coding, the primary codes and categories created in open coding are compared and the same codes are merged. At this stage, the coding paradigm is formed and falls into six categories: causal conditions, central categories, intervening conditions, contextual factors, strategy and consequences. Was determined. The following figure shows the axial coding paradigm model.Step 5: Research Audit: Corbin and Strauss (2008) proposed an acceptance criterion for evaluating research using data-based methods. Acceptability means how credible and credible the findings are in reflecting the experiences of participants, researchers, and readers about the phenomenon. Audit strategies also included researcher sensitivity, methodological coherence, sample appropriateness, reproducibility, and the use of informed feedback. In this study, to increase the validity and capability of the member review strategy in the sense of ensuring compliance with the model with the opinions of interviewed experts and pluralism strategy means interviewing managers in the field of distribution and sales in different areas was used.This study was able to identify these factors as well as other facilitators and moderators, to help managers make better decisions. In other words, managers can make timely diagnoses and make accurate and systematic decisions to combine distribution channels and align them with the dynamics of the environment, market, needs and wants of customers. The output of this research is a vaccine that can cure any Prevent problems and shortcomings due to the possible disproportionate combination of distribution channels in companies and help managers in the heat of competition storms, technological developments, environmental changes and the dynamics of customer wants and needs by presenting the findings.

 In the current era, companies are facing challenges and intense pressures of the competitive market, including globalization, competition and cooperation, diversity of customer needs, and a short product life cycle. Marketers are also faced with a complex mix of technology-driven channels. At one time, the way to enter the market was done linearly and directly in the form of sales to distributors, retailers, or by using the sales force, while today, managers are faced with multiple ways to do sales and distribution and the opportunity to compete. Innovation in distribution channel strategies and innovation in products has arisen more than before. With technological advances and increasing the level of competition and the importance of access to the market, reducing the cost of serving customers, creating a distinctive experience for customers, and creating loyalty in them by providing faster and better-quality services than competitors, the need to review the current strategies of the distribution channel and move to Soy has made the combined distribution structure even more important.
  The main goal of the current research is to design a pattern for changing the distribution channel strategy from the experts' point of view. This research was conducted using a qualitative method using the data-based theory approach. The statistical population of this research is executive managers involved in the issue of distribution and sales channels in the fields of clothing, food, and electronic consumer goods. In this research, 16 experts were interviewed, and from the 13th interview onwards, the data was repeated and theoretically sufficient. In this research, the purposeful theoretical sampling method was used. The interview started with questions about the reasons, factors, and signs affecting the need to change the distribution channel strategy, and according to the answers of the interviewees, other questions were also designed and raised.
  The results of open and axial coding showed that 140 open codes, 36 concepts, and 10 categories can be extracted. In axial coding, the primary codes and categories created in open coding are compared, and similar codes are merged. At this stage, the coding paradigm is formed and placed in six categories: causal conditions, central category, intervening conditions, background factors, strategy, and consequence. The theorems that can be extracted from the paradigmatic model were shown as follows:Theorem 1: Factors and prerequisites for changing the distribution channel strategy, including accessibility to customers, customer experience, customer service cost, customer relationship with the organization, and proactive and forward-looking actions of the company.
Theorem 2: The factors and prerequisites for changing the distribution channel strategy through changing the composition of the distribution channel strategy, the availability of infrastructure and resources, the type and nature of the industry, the core competence and view of company managers, and the review and redesign of distribution channels lead to results and achievements. It becomes functional.
Theorem 3: The availability of infrastructure and resources (financial, human, and technological), as well as the type and nature of the industry, moderates the relationship between the category of changing the distribution strategy and its results and achievements.
Theorem 4: The core competency and the view of the company managers, the facilitator, and the foundation for the review and redesign of the distribution channels lead to the achievement of performance results and achievements.
Theorem 5: Changing the distribution channel strategy through reviewing and redesigning the distribution channels leads to performance results and achievements.
The results of the research show that the factors and signs of the necessity of change in the channel strategy can be classified into 10 main categories, which include: accessibility to customers, customer experience, customer service cost, customer relationship with the organization, proactive measures, the future of the company, the availability of infrastructure and resources, the type and nature of the industry, the core competency and the view of the company's managers, and the review and redesign of distribution channels, results, and performance achievements.
According to the results of this research, it is suggested that the managers and officials of the companies get rid of the pressures caused by the daily activities and also based on the expectations of the customers, not being satisfied with the acquired value from the current approach of the distribution channel. Evaluate and accept the logical risk of adopting new distribution channel approaches. Investment in infrastructure and customer life cycle management and including them in the design and revision of the distribution channel strategy should be prioritized. Focus on improving the customer experience through the design and management of new combined channels, despite the cost. In the organization of the support staff and their coordination and integration, plan for extensive training and the use of advanced systems, as well as review the achievable flexible capacity.

Due to the competitive environment in the Iranian banking industry, banks and financial institutions now need to pay more attention to the attractiveness of their promotional messages on social media, the interactions formed, and the value priorities of users of these media. The current study aims to investigate the effect of value priorities and para-social interactions on the public acceptance of advertising messages, taking the mediating role of generation into account. The study population includes the customers of Meeli Bank, Saderat Bank, Parsian Bank, Ayandeh Bank, and Shahr Bank in Tehran. Applying the Cochran's formula for a random cluster sampling, the sample size of this study contains 348 persons. To measure the acceptance component of advertising messages, including two dimensions of emotional attractiveness and logical attractiveness, the Yi-Lin questionnaire is utilized. Kitsman et al. questionnaire is also utilized to measure para-social interactions. In order to measure value priorities, Inglehart’s Value Scale is used in this study. The validity of the questionnaires is assessed by construct validity (diagnostic, divergent, and convergent), and their reliability is assessed by Cronbach's alpha coefficient using Smart PLS software. The results shows that value preferences and para-social interactions have a positive effect on public acceptance of the attractiveness of advertising messages. Findings also indicate that generation plays a mediating role in the relation.

Drug supply chain management is one of the important areas in crises caused by natural disasters, which covers the management of the supply of drugs, vaccines, blood and blood products, etc. This study aims to investigate training in the management of the Drug supply chain of the armed forces in order to prepare for natural disasters. The statistical population of the research is academic and military experts in the field of supply chain management and natural disaster crisis management, and 16 of them were selected as a sample using the purposeful sampling method. Also, the qualitative analysis of the research data was done using thematic analysis method. In the first phase of the research, using semi-structured interviews, the dimensions and components of training in the management of the Drug supply chain of the armed forces against natural disasters were identified. The results showed that in order to deal with natural disasters, it is necessary to equip human resources in the fields of relief training, Drug knowledge training, rules and regulations training, individual capabilities, requirements and technical training for Drug supply chain management research. In the second phase of the research, the validity and validation of the identified indicators were investigated using the content validity ratio (CVI) criterion, and the results based on the opinion of experts showed that the extracted indicators of the research have acceptable validity.

Sustainability in the field of marketing is examined from different perspectives. Some writers focused on environmental or green issues and others on social issues. Therefore, analysis and evaluation of marketing strategy in terms of sustainability is also a unique goal and requires special attention. Therefore, this paper presents a model for sustainable marketing development using digital marketing in the fast fashion industry. The current research is a qualitative study and in terms of its purpose, it is an applied research. The participants in this research are experts in the field of marketing, and the theoretical saturation method was used to determine the sample size. This means that the interviews continued until theoretical saturation was reached. In this research, interviews were conducted with 8 experts, and after interviewing the 8th person, we reached theoretical saturation. For data analysis, MaxQuda software version 12 was used using open, axial and selective coding method. The results show that the research model includes two main variables that each sustainability marketing variable has 8 dimensions and 24 indicators, and the digital marketing variable has 4 dimensions and 15 indicators.

Today, the role of consumer mental imagery has proven to be a vital strategy for companies to achieve success and competitive advantage. Accordingly, due to the high importance of this issue, especially in relation to domestic goods and brands that have been less popular among consumers than foreign competitors, the purpose of this study is to represent the mental images of consumers in choosing Iranian brands. The method of this research is based on a qualitative approach and based on the research method of the Strauss and Corbin Foundation. Data collection was done through semi-structured interviews. The present research community was marketing managers and faculty members of universities and snowball sampling was used to collect information. Based on this, 11 interviews were conducted and the basis for completing the interviews was theoretical saturation. Data analysis was performed in three stages of open coding, axial coding and selective coding using MAXQDA software. The results of the present study led to the identification of 10 main categories and 32 sub-categories in the form of a paradigm model including the representation of the mental image as a central category and causal conditions (internal and external factors), contextual conditions (cultural aspects), intervening conditions (communication). And the hidden aspects of branding, strategies (branding and product mixing) and consequences (consumer behavior and market-oriented company performance).

the purpose of the current research was to identify effective teaching-learning methods in entrepreneurship education. The current research is applied in terms of its purpose and it is in the category of mixed research from the point of view of data collection method. In the first phase, after studying the documents and designing the theoretical framework, an in-depth and semi-structured interview was conducted with the experts in this field and through this the conceptual model of the research was designed. of doing work) as an independent variable, learning performance as a dependent variable and three variables of student entrepreneurship ability, instructor entrepreneurship ability and university support were determined as moderating variables and were investigated. In the second stage, to test the model, a questionnaire was designed and distributed among entrepreneurship students. The results of the research showed that the methods of learning from observation, learning from published sources and behavioral-experimental learning have a positive effect on learning performance, and among them, the entrepreneurial ability of students and lecturers and the support of the university have an effect on the effectiveness of each method.Keywords: instruction methods, effectiveness, nascent entrepreneur, entrepreneurial learning source, student entrepreneurial capability, teacher entrepreneurial capability, university support.

The purpose of this study is to explain the effect of using social media on the dimensions of customer engagement and Relationship quality in coronary and brand value co-creation by considering the moderating role of perceived vulnerability. The present research is applied in terms of purpose and descriptive-survey in terms of nature and method and is cross-sectional. The statistical population of the study is tourists in Isfahan, in which 400 people were selected as a sample. The data collection tool is a questionnaire. In this study, content validity and construct validity were evaluated and reliability was obtained through factor loading coefficients and Cronbach's alpha and combined reliability. Confirmatory structural equation modeling and Spss 25 and Smart Pls 2.0 software were used to analyze the data. The results show that social media has a positive and significant effect on cognitive engagement, emotional and functional engagement. Cognitive engagement, emotional and Behavioral engagement have a positive effect on the quality of Relationship in coronary conditions and also the quality of Relationship in coronary conditions on brand value co-creation. It is significant and perceived vulnerability is able to moderate the impact of communication quality on brand value co-creation.

The integration of food companies with their distribution channel members improves the financial and market performance of both parties in a competitive environment. Push promotion strategies are an effective tool for integrating manufacturers with distribution channel members. Accordingly, the present study was conducted to investigate the effects of basic and Kinder and Gentler push promotion strategies on the integration of producer and distribution channel members under the pragmatism paradigm and with a mixed approach. For this purpose, after studying the research literature and semi-structured interviews with 12 academic and executive experts, the components and indicators for measuring basic and Kinder and Gentler push promotion strategies were determined. Then, research questionnaires with 5 Likert scales were designed and distributed among 311 managers and experts of companies operating in the food industry, the number of which was estimated by GPower software. The collected data were analyzed to test the hypotheses and the model using Smart PLS3 software. The results confirmed the research hypotheses and showed that active companies in the food industry can move towards integration with their distributors through push-based promotion strategies and improve the knowledge and technology of the food industry, reduce inventory and Warehousing costs, improve market performance and service levels.

The crisis of unemployment as a scourge severely affects all economic, cultural and social aspects of a society and sometimes has irreversible effects, now day, Researchers and government regard entrepreneurship as a solution to unemployment problems. The universities can play an important role in creating new knowledge and entering these competitions and in developing entrepreneurship, especially among the educated people. Therefore, according to the role and importance of entrepreneurship in universities, this study introduces the model of University Entrepreneurial with a systematic approach.This qualitative research uses a content analysis in order to identify patterned meanings across our dataset. To extract the dimensions and components of the University Entrepreneurial system, 15 people were selected using snowball sampling. The ideal criteria of the University Entrepreneurial system are divided into 7 main themes, 29 subsidiary themes, and 110 concepts. The results showed that a University Entrepreneurial system consists of 3 characteristics: input, process and output applying systematic approach in universities, while enhancing industry-university interactions, it will help to create cluster companies, patents, and academic innovations and will increase the number of academic publications and articles.

Exports of Persian hand-woven carpets have been declining in recent years, and this figure has reached less than one tenth of the exports of the last decade. Proper knowledge of the global carpet market and the correct determination of export targets and the correct choice of target countries can help Persian carpet exporters in properly selecting target markets and regaining Iranian market share. In this regard, the purpose of this study is first to identify the global structure of the carpet market and then to determine the target countries for the export of Iranian carpets. This study considers a set of indicators such as the Customs tariff rate, the growth rate of GDP index, the per capita income of countries, the total imports of that country, the amount of direct investment, the amount of handmade carpet imports and the average exports of Persian handmade carpets to destination country. Using the decision method of Shannon and Topsis, it has evaluated 36 target countries for Iran. The results of the research showed that the United States, China, Germany, Brazil, Pakistan and Emirates are the top export destinations. These findings can help Iranian hand-woven carpet activists and exporters to improve the export of their products in the corporate dimension and increase foreign exchange, increase employment and improve the trade balance in the national sector.

The purpose of this study is to identify the factors affecting the development of agricultural exports and provide solutions to develop agricultural exports and improve competitiveness. Semi-structured interviews were used to collect data and data analysis was performed by Strauss and Corbin method and paradigm model. Sampling was theoretical sampling method and was conducted using targeted methods and snowballs, based on which 14 interviews were conducted with experts in the field of agricultural exports. The results of the analysis of the data obtained from the interviews, during the open, pivotal and selective coding processes, led to the formation of a model of factors affecting the development of agricultural exports based on data processing theory. Based on the systematic approach in data theory, the identified codes were divided into 6 core categories including causal conditions, content category, contextual conditions, interfering factors, strategies and consequences. The results showed that causal factors include (government policy, government support, legal issues, financial issues) central categories including (branding, marketing development, export competitiveness) interventionist categories (organization and urinary issues, customs tax) underlying categories (transportation development and technology Strategies(production facilitation, production capacity, infrastructure improvement) and outcomes including (having a competitive advantage, economic stability, favorable image of the country) affect the development of agricultural exports.

 Organizational culture as an important and fundamental component in the body of an organization, on all aspects of the organization, including the development of goals, strategy, individual behavior, organizational performance, job motivation and satisfaction, creativity and innovation, employee participation in affairs and the like. Affects, so that successful organizations have a strong and effective organizational culture. Meanwhile, employees' cultural intelligence has a significant role in strengthening the organization's culture. And the relationship between these two variables has not been studied in the country's hospitals. In this regard, the present study aimed to investigate the relationship between cultural intelligence and its dimensions with organizational culture in Shahid Madani Hospital in Khorramabad was studied.

 The present study is a cross-sectional descriptive-correlational descriptive-odor cross-sectional paradigm. The statistical population studied in this study is all employees of Shahid Madani Hospital in Khorramabad with medical, paramedical and administrative positions. Thus, using Morgan table, 160 employees were selected by random sampling. Standard Ang and Denison questionnaires were used to assess cultural intelligence and organizational culture, respectively. Finally, the collected data were analyzed using structural equation method and SPSS 26 and LISREL software.

 The relationship between cultural intelligence and its dimensions with organizational culture is significant. Therefore, the research hypotheses are significant and among the dimensions of cultural intelligence, the metacognitive dimension with a coefficient of 0.65 has a stronger correlation with organizational culture.

Ethical Considerations:

 In the present study, all cases related to the informed satisfaction of individuals in filling out the questionnaire and the confidentiality of their answers was observed.

 The results showed that the ability of cultural intelligence as a very important ability to understand the cultural factors outside the organization and identify internal strengths and weaknesses is significant. Therefore, due to the acquired nature of this ability, it is suggested to increase cultural intelligence among the staff of the hospital through formal trainings. This requires that individuals be aware of the characteristics of other cultures and by reviewing their cultural cognition; provide the basis for extensive interactions between other cultures.

The purpose of the present research is introducing the proposed model of brand coolness. A combined method has been used to conceptualize brand coolness and identify the related components. Accordingly, after studying the existing literature, designing a conceptual model, extracting and categorizing the indicators of the brand coolness, and receiving the opinions of 31 professors, PhD students and experts, with the help of inferential statistics techniques and statistical tests by using SPSS22 statistical software, the following results, has been achieved. Based on the research results, seven main components and 56 sub-components were approved by the experts. The first main component is the unique features of the brand including: memorable, Value features, Emotional communication, Energetic, Authentic, Social awareness and Independence. The second main component includes creativity and innovation in the brand. The third main component is macro-organizational policies and the fourth main component includes aesthetics. The fifth one is organizational perceptions, the sixth one is technology and finally the seventh main component is Brand personality. Among these, according to the analysis of variance test, the two main components of the unique characteristics of the brand and creativity and innovation in the brand have the most roles in explaining the coolness of the brand.

The aim of this study was to investigate the effect of consumer relations with the brand on brand loyalty in the context of social trade, taking into account the moderating role of features related to parasocial interaction. The statistical population of the study includes people active in the Instagram social network who have ever intended to buy (purchased or not) from Digi Kala site and information about their intention to buy or purchase in this network. They have published a social post. In this study, based on the Cochran's formula for 1100 statistical population, a sample size of 248 people was obtained. The present research questionnaire is a combination of Giovanis and Athanasopoulou questionnaires in 2018 and Zehir in 2012. The results showed that consumer relations with the brand and its dimensions (customer satisfaction, customer trust, customer commitment and brand experience) have a positive effect on brand loyalty in the context of social business. Also, the characteristics related to parasocial interaction in the relationship between consumer relations with the brand and brand loyalty play a moderating role.

Social business provides a good platform for long-term consumer relationships with the brand. Social business has emerged from the integration of different fields. The main emphasis of social business is on combining social activities with online marketing and sales. (Turban et al, 2011). Social marketing includes scientific and practical areas of business. Thus, social business can be considered as a subset of social marketing that deals with online shopping. The other roots of social commerce are communication and collaboration theories, virtual societies and the virtual world, and finally, the main roots are e-commerce (or e-business) with different business models (Borden and Mahamane, 2020). No previous research has found that consumer relationships with brand and brand loyalty have been studied in Digi Kala, and the information gap is palpable. Therefore, this study seeks to answer the question that the impact of consumer relations with the brand and its dimensions (customer satisfaction, customer trust, customer commitment and brand experience) on brand loyalty in the context of social business considering the moderating role of features. How is it related to quasi-social interaction?

The statistical population of this study is people who have been active in the social network Instagram, they have ever intended to buy from the Digi Kala website, and have published information about their intention to buy on this social network. Materials and Methods Samples selected in this study from the participants in Digi Kala's "Listen Contest" who answered the questions of this contest based on the information about the goods introduced on Instagram of Digi Kala, and through this to their account Access was available, selected, the statistical population was 1,100 people, and the number of samples was calculated based on the Cochran's formula, calculation, and sample size was 284. A standard questionnaire was used to collect information in this study.

The results showed that consumer relations with the brand and its dimensions (customer satisfaction, customer trust, customer commitment and brand experience) have a positive and significant effect on brand loyalty in the social trading platform. Therefore, the first main hypothesis and the first to fourth sub-hypotheses were confirmed. Also, the characteristics related to parasocial interaction have a positive and significant effect on the relationship between consumer relations with the brand and brand loyalty.

The results of this study were examined in the form of two main hypotheses. The results obtained from the first main hypothesis showed that consumer relations with the brand have a positive and significant effect on brand loyalty. In a competitive market, companies seek to gain and develop a competitive advantage by differentiating their brand from other competitors. The second main hypothesis in this study examined the role of moderating the characteristics associated with parasocial interaction in the relationship between consumer relationship with brand and brand loyalty. Increasing parasocial interaction in the context of social commerce can facilitate the consumer-brand relationship and create the ground for the formation of sustainable brand loyalty in consumers.

Adopting a comprehensive approach based on the models of planned behavior, technology adoption and Palka, this research is an attempt to identify the factors affecting the attitude, intention and behavior of mobile viral marketing among young consumers in the city of Ardabil. The population of the study consisted of all students of public and nonpublic universities in Ardabil that, according to the unlimited population, finally 384 standard questionnaires were distributed among students as the sample of the research. Data were analyzed based on the structural equation modeling with use of SPSS and Amos software. The results showed that perceived costs and perceived enjoyment affect Iranian young consumers’ attitudes towards mobile viral marketing. Moreover, Subjective norms, perceived ease of use and perceived utility affect Iranian young consumers’ intention toward mobile viral marketing. Finally, results indicate that Iranian young consumers’ intention could help to development of mobile viral marketing behavior among them.

the lack of knowledge behind the identification of factors affecting the formation of the appropriate composition of distribution channels and the resulting results, has led the researcher to formulate and expand knowledge in this field of marketing in the form of academic studies. For this purpose, using a qualitative research method based on data-foundation theory, by interviewing 16 experts and specialists in the field of distribution channels, a conceptual model was designed in this field. The findings of this qualitative study show that causal factors influencing the composition of distribution channels can lead to financial results such as: reducing costs (reducing marketing costs, reducing operating costs, etc.) and increasing revenue and share. Market (increase in catalytic sales, increase in potential income and consumption, increase in profit margins, and increase in the level of coverage, etc.). The results showed that causal factors influencing the formation of distribution channel combinations include market context (target market, market access and market map) and distribution channel chain (analysis of current channel chain, direct and indirect channel composition, channel proposal). Alternative, channel reorganization). Modifiers in the process of shaping the composition of distribution channels include: sales complexity and market responsibility and underlying factors include the company's promotion policies (traction and compression promotion policies) and channel composition shaping strategies. Distribution lines include: alignment of distribution channels, customer lifecycle management, ease of use of the channel, willingness to repurchase, customer satisfaction and customer trust.

Nowadays, information and communication technology (ICT) is of such high importance in different aspects of human life that undoubtedly can be considered as the symbol of a new civilization or as an advent of a new civil wave. Since this issue has an outstanding effect on different aspects including learning, it has gains this importance. Therefore, the present study aims at investigating the effect of applying ICT on formal and informal learning of Isfahani high school managers and principals. Regarding purposes, method, and data collection, this study is applied, descriptive-correlational, and field research, respectively. The population of this study is 169 managers and principals of high schools in Isfahan. The instrument was a questionnaire distributed among the sample. The results indicated that there was a significant positive relationship between applying ICT and formal and informal learning of Isfahani high school managers and principals. It can be concluded that by using ICT, formal and especially informal learning will increase.

In the information age¡ continuous learning to become a source of competitive advantage and organizations that learn faster than your competitors have greater chances of survival. Thus¡ organizations are more oriented to have learning and Most organizations are aware of the importance of learning So object of this article is studying the sources and methods of assistants and manager''s learning in high schools of Ardebil city. In order to become familiar with this resources and knowledge of production methods and promotion experimental and theoretical knowledge in the field of management and related fields. This research is applied and research method is Quantitative (Reliability= 0/96). Statistical population was300 assistants and managers in high schools of Ardebil city that 168 people of them were selected by usingcocran formula .Data were analyzed through spss and Result shows that Learning by doing is the most important among other learning resources and Learning through social interaction and learning byeducation and publications are important in the later stages¡ respectively.