محمد علی عبدالوند

Considering the intention of the digital market to influence the cosmetics consumer and gain his trust, through the digital space, he creates concern about the body image in his mind, which leads him to cosmetic surgery, diet and cosmetic services. People change their behavior under the influence of advertising. The use of cosmetics among women has become an important psychological issue. Attitude towards fashion and social identity has an effective role in people's mental health as an effective component that has been the focus of health researchers.

In this research, a mixed method was used. In the qualitative part of the interview with 14 digital market managers, 308 identification concepts and codes were presented in 9 main categories and 32 subcategories of the initial model. In the quantitative section, based on the initial model, a questionnaire was compiled and given to 680 consumers of cosmetics and fashion, and the model was finalized.

The results show that the factors that are influential include the fashion component, the purchasing behavior of fashion and cosmetics consumers, the digital market has a positive effect on the consumer of the digital space, it has a positive effect on the two components of fashion and digital market, but on the cosmetics consumer component. Health has no effect. The factor of external stimuli including the external stimulus, celebrity, indicating a positive relationship between all factors, the semantic load of the consumer of cosmetics and digital marketing, including the fashion component, the component of the digital market, indicating an effective relationship and the result of the consumer of cosmetic cosmetics in the digital market is also a positive result. And the negative effect is significant.

The intervening factor in the fashion market has an effective relationship with the digital market component and the digital market strategy. Also, the cosmetics consumer shows the positive effect of this component on the digital market strategy.

According to the business perspective of the digital market fashion to the fashion and beauty consumer, which aims to influence the buying behavior and win her trust, there are concerns about the body image that leads the consumer to the ever-increasing demand for fashion services. So far, no research has been done to investigate the buying behavior of fashion consumers based on the patterns of changing buying behavior using the digital space, so the purpose of this research is to design consumer buying behavior model for different situations of buying behavior in the digital market.

The research method of this study is a qualitative method. The technique used was determined based on foundational data theory. 14 experts and managers of the digital market were selected by non-probability and purposeful sampling method (snowball). Information and data were collected in the form of open codes through specialized interviews with experts and managers of the digital market. Then, the research data were classified and monitored by communicating between micro and macro categories and finally confirmed.

Data were extracted after open coding, axial and selective coding in the form of 32 concepts and 9 main categories. In the end, based on the foundational data theory, the identified codes were categorized into strategic factors, components, causal cases, basis conditions, influencing conditions, and consequences.

The categories are: strategic factors of the digital market, components of the digital market, causal factors influencing the buying behavior of consumers in the digital space, external stimuli and influential basis conditions in the digital space, fashion components, The component of fashion consumer buying behavior, The factor of influential conditions in the fashion market, The factor of positive consequences of the fashion market and the digital market, The factor of negative consequences of the fashion market and the digital market.

This research was conducted in order to know the pattern of housing consumption in the luxury region of Tehran city with qualitative research method and cognitive phenomenological study approach to achieve the desired goal. The statistical population includes consumers who have purchased homes for more than six months and sampling was done using the snowball method. Data collection was through interviews and continued until data saturation. The results of the data analysis indicate that the choice of luxury houses from the point of view of housing consumers depends on three important factors of "satisfaction with the construction", "ancillary services" and "area characteristics" for more than 6 months.

The Artificial Intelligence Intelligent Agent for Consumer Behavioral Responses is a system that, based on acquired knowledge and experiences, recognizes the dominant behavioral styleof the consumer, identifies behavioral anomalies, examines behavioral models and dimensions of consumer behavioral responses, and can intelligently decide which behavioral model to use to have the maximum impact on consumer behaviors and habits to create value and increase the customer life cycle. In this regard, the present study aimed to present an Artificial Intelligence Intelligent Agent Model for Monitoring Consumer Behavioral Responses to Handbags and Shoes on the Blockchain Platform. The present study employs a qualitative approach, utilizing two systematic and data-driven review methods in combination. The statistical population for the data-driven method consisted of experts in business management, information management, and computer science. The sample size was determined to be 16 individuals, based on theoretical saturation, using purposive sampling. The data collection tool used in the systematic review method was library studies, while the data-based method employed semi-structured interviews with experts. The validation of this research was conducted based on the qualitative criteria established by Lincoln and Guba. First, the systematic review method was employed to identify the antecedents and central phenomena of the pattern. A total of 361 articles were identified based on the research topic. After screening, 26 articles in Persian and English were selected for inclusion based on their relevance to the topic and content. Given that the existing literature and research background were not sufficiently comprehensive to complete the paradigmatic model, a data-driven approach was employed in the continuation of the research. This method aimed to identify intervening factors, contextual factors, strategies, and consequences of Grounded Theory method by utilizing expert opinions. The present research led to the presentation of a new paradigm model with the title of an intelligent artificial intelligence operating system for monitoring the behavioral responses of bag and shoe consumers on the blockchain platform.

This qualitative study explored the lived experiences of Generation Y consumers regarding the phenomenon of "webrooming" - the practice of researching products online before making purchases in physical stores. Adopting a descriptive phenomenological approach, the research aimed to identify the perceived benefits that drove consumers' online research and in-store purchasing behaviors for products involving high customer involvement. Purposive sampling was used and the data were collected through semi-structured interviews with 18 participants, reaching theoretical saturation. The interview transcripts were analyzed using Colaizzi's method and MAXQDA software. The analysis revealed 4 key components underlying the perceived benefits of online product research: prior knowledge and experience, risk assessment, price awareness, and response to customer involvement. Additionally, 3 components were identified as the experienced benefits of making purchases in physical stores: buying assurance, shopping pleasure, and cost savings. The validity of the coding process was confirmed through agreement between two coders and participant feedback. The findings provided insights into the multifaceted consumer decision-making process involving the synergistic use of online and offline retail channels for high-involvement purchases.

Loyalty of fans to the brand of sports teams is the key point to achieve success in the marketing programs of the sports industry, therefore, the purpose of this research is to examine the model of strategic perspectives of branding based on brand value. This research has been carried out with a quantitative nature in accordance with the model based on the foundational data theory. In the following, a researcher-made questionnaire was used, the statistical population is in the sports insurance sector and the sample size was determined based on Cochran's formula of 384 people, after distributing and collecting the questionnaire through the structural equation technique of Lisrel software, it showed that the It has a positive effect on the axis by 0.34 and strategy on the outcome by 0.51, and in addition, background factors by 0.45 and intervention by 0.23. Based on the results, suggestions were made to improve the special value of the brand and increase the level of awareness and how to deal with customers.

The Covid-19 pandemic has caused significant changes in various aspects of people's lives around the world. The outbreak of Covid-19 is a reminder that epidemics, like other disasters and events that happen rarely, have happened in the past and will happen in the future. Even if we cannot prevent the creation of dangerous viruses, we must be prepared to reduce their effects on society. The Covid-19 pandemic, which has affected the entire world, has caused changes around the world and in many areas of life. These changes have affected consumer behavior and continue to affect them. Although past societies have been affected by several epidemics and pandemic, it is difficult to estimate their long-term economic, behavioral, or social impacts. These aspects have not been studied in the past. There are few studies to show what the consequences of major historical pandemics over the past few years have been in the area of consumer behavior. In addition, scientists suggest that new Pandemic continue to pose a risk in the future. Therefore, understanding the life of consumer behavior in the face of this pervasive disease and even beyond, is of great importance for marketers as well as business planners and policy makers. These changes have also affected consumer behavior. The purpose of this study is to explain consumer behavioral responses during the outbreak of the Covid-19 pandemic, with an emphasis on food consumption.

In order to answer the main question of the research, an in-depth interview and the design of the interview protocol have been used according to the literature review. By using the purposeful sampling method, 40 interviews were conducted with consumers in Tehran and analyzed with MAXQDA software. In this research, Cohen's kappa index was used to measure the reliability of interview coding.Based on the data analysis, consumers respond to the existing crisis in three stages, reacting, coping and adapting during the outbreak of COVID 19. In order to analyze the data, at first, after the interviews were transcribed, the interviews were read several times. In the next step, coding started.

After data analysis and open, axial and selective coding, 23 codes were obtained, which were classified into three categories: reaction(postponing purchases; reducing consumption; replacing with other items; online shopping; telephone shopping; increasing purchases; decreasing purchases; increasing sensitivity to the shopping environment; increasing Compliance with health protocols; visiting physical stores less often; visiting small stores near where you live and visiting virtual stores more), coping (doing things by yourself and trying new products or brands)and adapting(healthy diet and increasing consumption of dairy products and healthy foods; increasing the consumption of organic products and vegetables; changing lifestyles; awareness of health and hygiene; reducing the consumption of prepared and frozen foods; using disinfectants and being more sensitive about hand hygiene; online shopping; cooking at home ; sensitivity to the shopping environment), and finally, the results of the analysis were presented in the conceptual model.

Combining and integrating the researches, a comprehensive model has been presented in relation to consumer behavioral responses during the outbreak of Covid-19. The obtained results were presented in the form of a conceptual model. The results showed that at the beginning of the outbreak of the pandemic of Covid-19, people reacted to the outbreak in the form of things such as went to physical stores less, postponing purchases, shopping online and by phone, so that they are less exposed to infection. Also, after some time, by doing things by themselves, such as cooking, they have coping with Covid-19, and finally, things like a healthy diet, sensitivity to the shopping environment, lifestyle changes, and online shopping are among the things that are still in the long term. The Covid-19 pandemic has brought about changes in consumer behavior. The results of this research showed that during the period of Covid-19, consumers used to buy from supermarkets and stores near their places of residence and stated that they would visit them after the end of the period, i.e. in the post-Covid-19 period. Therefore, small and local retailers can use this opportunity to offer products and services. The pandemic provided the opportunity to shop online and over the phone, and consumers preferred home delivery to be less exposed to the virus, so retailers, stores and even small supermarkets should take note. There is also the possibility of subsequent epidemics, therefore, marketers and stores, large and small retailers must acquire the necessary preparation in terms of infrastructure to face it in order to reduce its effects. Businesses must design new models to meet the changing or evolving needs of consumers in the post-Covid-19 era.

The purpose of this research is to identify the determining factors of green product branding, a model for Iran's food industry. The research method is applicable in terms of purpose, and mixed (qualitative-quantitative) in terms of implementation method, and survey-exploratory in terms of data collection method. The statistical population of the research in the qualitative part includes 15 managers of green brand food companies with master's and PhD educations in the field of management, agriculture and entrepreneurship, as well as professors of business management and environment at the university, who were selected for an interview by means of judgmental sampling. The statistical population in the quantitative part is the consumers of green products in the food industry; 384 people were selected using available sampling and answered the questions of the questionnaire. Interviews and questionnaires made by the researcher and taken from the qualitative section were used to collect information. In the qualitative section, the data obtained from the interviews were coded and analyzed in three main stages: open coding, axial coding, and selective coding. In the quantitative section, SPSS software was used for analysis and PLS was used for structural equations. The results in the qualitative section showed that 214 open codes, 85 concepts and 26 subcategories were identified and extracted from the conducted interviews. The results in the quantitative part showed that the model has a suitable fit and can be used for branding green products in the country's food industry.

In the context of online shopping, websites play a critical role in facilitating transactions between buyers and sellers. An online store's website acts as a focal point for a company's online identity and encompasses not only the products and services offered but also the company's aesthetic image and values. Creating a strong online identity helps an online store differentiate itself from competitors, attract and retain customers to strengthen its competitive advantage, and improve brand, product, or service differentiation. On the other hand, understanding the repeat purchase intention of consumers is essential for maintaining growth in this business. This research, by providing a new theoretical perspective for understanding the online shopping behavior of committed customers, shows that a store's website creates a specific identity that itself affects the repeat purchase intention. The present study examines the factors affecting website cultural identity and the repeat purchase intention by testing a conceptual model by King et al. (2016) in order to develop the model. Based on the information gathered from 463 customers of online stores in Tehran, including a segment of students of Islamic Azad University, Science and Research Branch, the results of this research showed that increasing product attractiveness, service attractiveness, customer e-satisfaction, fulfillment, website cultural identity, and website attractiveness leads to an increase in the repeat purchase intention. Increasing website trustworthiness, product attractiveness, service attractiveness, and website attractiveness leads to an increase in website cultural identity. Increasing website attractiveness and fulfillment leads to an increase in customer e-satisfaction. However, increasing website trustworthiness does not lead to an increase in the repeat purchase intention. The results can be a basis for online stores to understand and use website cultural identity as a new strategy for attracting and retaining customers with a focus on the repeat purchase intention.

The main purpose of the current research is to investigate the role of excitement on women's shopping experience by examining the motivation of shopping with a companion. This research was done with a qualitative approach and phenomenological method. The research sample was made up of 18 visitors to Arg, Palladium, and Cyrus shopping malls, who were selected by the purposeful snowball sampling method. The data was collected using in-depth interviews and using the interview guide. All interviews were recorded and implemented. In the analysis stage, main and secondary themes were extracted through the process of continuous data comparison and open, central, and selective coding. Data analysis was done using "Max QDA" software. In order to check the validity of the method of obtaining information from homogeneous people, and to check the reliability of the coders' agreement, which is shown by the Kappa coefficient, it was used. From the interviews conducted on the role of the purchase companion, seven basic themes: social interaction, pleasant experiences, advantages of reference groups, risk reduction, informational advantages, creating conflict, and confrontation; And from the interviews conducted in the field of purchase motivation, two basic themes: pleasure-seeking purchase motivation and faith-based purchase motivation; And from the interviews conducted in the field of perceived excitement, two basic themes: positively perceived excitement and negatively perceived excitement, and finally, from the interviews conducted in the field of satisfaction with the shopping experience, four basic themes: pleasurable experience, flow experience, experience Social and learning experience has been extracted.

Today's competitive environment has become such that companies can no longer outdo market competitors who are very quick and opportunistic by implementing several entrepreneurial plans, and the conditions must be such that all personnel within an organization benefit from the entrepreneurial and market-making spirit. so that they can implement their individual and group entrepreneurial plans. Therefore, in this study, the goal of the researcher was to provide a model of organizational entrepreneurship in airport city companies. The statistical population of this research in the qualitative section includes managers, professors, and experts who have had a noteworthy scientific or practical effect in the field of organizational entrepreneurship model. Therefore, in the qualitative phase, seventeen experts were present in the interview and formed the statistical sample of this section. The basic tool for data collection in the qualitative phase of the research is a semi-structured interview using a protocol, and in the quantitative part, the statistical population includes business managers of airport towns, and the researcher has used a questionnaire tool to collect data. The researcher analyzed the results of the qualitative part and coding in six categories including causal conditions (entrepreneurial leadership, human resource capabilities, new social needs), contextual conditions (organizational culture and values, organization mission and organizational structure), central (innovation, intelligent risk-taking) ),strategy (strategic renewal, empowering policies and entrepreneur-oriented talent management), intervening conditions (economic/social environment), outcomes (human capital improvement, organizational performance improvement and social value creation) and presented in a small part to evaluate the paradigm model has been.

This research has been used to get to know the pattern of housing purchase and through qualitative research with a contextual study approach to achieve the goal of the research. Sampling in the study was done by snowball method and data collection reached saturation by conducting 14 interviews. In order to collect information, buyers looking for a house, consumers living less than 6 months, builders and investors, and architects and designers were interviewed. The results showed that the pattern of purchasing luxury housing from the point of view of investors and builders includes 11 categories (determining the construction site, construction process, investment return, business partners, construction cost, obtaining municipal permit, construction time, economic period of construction and instrument, effective factors in persuasion to buy, characteristics of buyers, buying and selling process in the region); Architects and designers, 4 categories (expectations of the buyer, architect's design style, characteristics of construction in the region, factors influencing purchase); Consumers living less than 6 months, 3 categories (satisfaction with construction, making changes in the house, buyer's expectations); Buyers looking for a house have 4 categories (buyer expectations, buying time, how to choose a house, making changes to the house).

During the spread of COVID-19, pharmaceutical businesses experienced fundamental changes in their usual sales and organization. These changes forced the active businesses in the industry to review the common methods of information and advertising, and highlighted the necessity of using digital advertising in product marketing. The paradigm shift has made many of the common models in digital advertising ineffective, and on the other hand, created the need to develop a model based on internal requirements which is suitable for the post-COVID era. The research was conducted with the Grounded Theory Approach and based on the review of the research literature along with the analysis of opinions of drug industry experts and digital advertising experts as well. The data was collected using the interview protocol and its validity and reliability were confirmed. This research has recognized that the realization of digital advertising in the post-COVID era requires the existence of preconditions. Digital advertising includes constructs of content production, message personalization, message presentation, digital media, physical advertising tools, validation of reference groups, payments, message type, media management, event creation, audience segmentation strategy, digital marketing knowledge management, competitive analysis and target audience management. These lead to the expected results under the influence of contextual and intervening factors and using practical strategies.

The purpose of this research is to compile a model of digital marketing strategies in successful Iranian startups. According to its purpose, the research method is practical, and in terms of its implementation, it is mixed (qualitative-quantitative). The statistical population of the research in the qualitative part includes 13 academic and executive experts in the field of startups in the country, who were selected using the purposeful judgment method and the snowball method, and the statistical population in the quantitative part includes the marketing unit of active successful startups. There are 250 people in the country (5 companies) and marketing professors of 5 top universities in Tehran, and the statistical sample was 148 people, 180 distributed and 163 analytical questionnaires were selected using Morgan's table. A semi-structured interview and a researcher-made questionnaire taken from the qualitative section were used to collect information. In the qualitative part, the data theory method of the foundation was used, and the data obtained from the interviews were coded and analyzed in the three main stages of open coding, central coding, and selective coding, and in the quantitative part, the factor analysis of the indicators was done. The results of the qualitative part indicated that 241 primary codes, 46 central codes and 14 selective codes were identified and extracted. The results of the research showed that the causal conditions with 4 variables of network capability, use of artificial intelligence, marketing capability and customer knowledge have an effect on digital marketing strategies, and the results of confirmatory factor analysis showed that the fit indices of the model were confirmed.

The aim of the present research is to compile digital marketing strategies model in Iranian successful startups. The research method is qualitative. Using the grounded theory approach, the codes were identified and subsequently, the axial and selective codes of the research concept were classified. Thirteen interviews with the university experts and CEOs of the startups were done using Judgmental Sampling and Snowball Sampling methods. The research data were collected and the theoretical saturation process started with interview 11. The research findings identified 241 initial codes, 46 axial codes, and 14 selective codes. The selective codes included network capability, use of artificial intelligence, marketing capability, customer knowledge, field of activity organizational, cultural, and structural, ability, value creation for the customer, and value creation for the company, social, individual, organizational and technological values. Based on the research results, causal conditions with 4 variables of network capability, use of artificial intelligence, marketing capability, and customer knowledge affect digital marketing strategies. The digital marketing models in successful Iranian startups was formulated and presented by determining the contextual and intervening conditions, and determining the outcomes and strategies for improvement of strategies.

The purpose of this research is to design a strategic model for the success of social network marketing activities with emphasis on the two characteristics of integrity and responsiveness. The research method is applied in terms of purpose, exploratory in nature, and survey type in terms of data collection and analysis. The statistical population in the qualitative field consists of 18 experts from the scientific community and university specialists who have executive records at the decision-making levels, who were selected purposefully. After studying the literature on the subject using the foundational data theory method, after producing open, central and selective coding, the success factors of the company's social network marketing activities were identified with an emphasis on the company's characteristics (integrity and responsiveness). The results of the analysis based on the data theory method of the foundation show that the most important factors include receiving the demands of customers through communication tools with customers, characteristics of service providers to convey messages to customers, identifying and communicating with customers in order to provide services, internal desires of customers, how to provide services, information tools to meet needs, judgment and perception in relation to services and the existence of rules and organizational platforms, the use of new marketing approaches to support and communicate with customers, the use of price tools for targeted strategy, management tools for advertising, the development of brand product strategies and use The relational marketing strategy to attract competitors is to guarantee purchase with the condition of guaranteeing services and creativity and innovation in providing services. Also, the effective consequences on the success of the company's social network marketing activities with emphasis on the company's characteristics (integrity and responsiveness) include the development of loyalty for long-term relationships with the customer, improvement of the organization's performance for brand cohesion, frequent purchases due to the quality of services, and development of the organization's image to improve competition.

Sales intelligence involves conducting sales operations on a blockchain platform, utilizing smart contracts and artificial intelligence agents to directly monitor all network members. Intelligent sales and the effective use of data in the economic environment of the Metaverse can be crucial steps in gaining the trust and loyalty of customers. Utilizing innovative and intelligent methods for sales in the Metaverse can boost profits, enhance customer interaction, and establish stable relationships with them. The main challenge of selling in the Metaverse is the risk of impersonation and uncertainty surrounding companies and active users in that space. The implementation of intelligent systems, non-fungible tokens, blockchain technology, smart digital marketing, and artificial intelligence sales agents can enhance user trust and confidence, leading to more effective sales and increased profitability. The purpose of the current research is to investigate the factors and consequences of intelligence in the sale of sports appliances and equipment in the Metaverse.
The current research is qualitative. Therefore, two methods, systematic review and Grounded Theory, were used in combination. The statistical community in the Grounded Theory method consists of experts in the fields of business management, information management, and computer science. The sample size of this population, with theoretical saturation, was determined to be 13 people using purposeful and snowball sampling. MaxQDA 20 software was used for data analysis. The data collection tool used in the systematic review of library studies and in the Grounded Theory method was a semi-structured, in-depth interview with experts. Guba and Lincoln's qualitative measure of reliability, along with two quantitative measures, Cohen's kappa and Holstein's coefficient, were utilized to assess the validity and reliability of the research. Considering that the background of the research under study lacked the necessary enrichment to complete the paradigm model, the first step involved using a systematic review method to identify the factors and the central phenomenon of the model. In the continuation of the research, the Grounded Theory method was employed to identify intervening factors, contextual factors, strategies, and consequences, utilizing the expertise of experts. In total, 269 articles were identified on the research topic. After screening, 11 Persian articles from 2020 to 2022 and 20 English articles from 2022 to 2023 were found to be suitable in terms of subject and content, according to the opinion of university professors. After searching for Persian and English articles, the articles were screened. Following a thorough systematic review, the categories of the factors and sales intelligence were identified. The model was completed using the database method and employing open, central, and selective coding. After designing the questions for the qualitative questionnaire and receiving confirmation from supervisors, consultants, and university experts, data collection began. To enhance the validity of the research, a voice recorder was used during the interviews in addition to taking notes. After collecting the qualitative data through open coding, the data was divided into separate parts and analyzed to identify patterns, similarities, and differences. First, during the open coding stage, the categories were identified. Then, in the second stage of analysis, central coding was utilized. The purpose of this step was to establish the relationship between the identified categories in the open coding phase. This coding is called axial because it occurs around the axis of a category. At this stage, the variable of sales intelligence was investigated using the systematic review method with a focus on the phenomenon-oriented approach. An attempt was made to determine the relationship of other categories produced with it.
The results obtained led to the identification of 109 open codes, 33 central codes, and 6 selective codes. Finally, a paradigm model titled "Intelligent Sales of Sports Equipment and Supplies" was presented. Through a systematic review, the following categories were identified as factors influencing sales intelligence with a positive effect: perceived risk, hedonic motivation, engaging interactions, 3D augmented reality catalogue, augmented reality digital content, augmented reality digital advertising, augmented reality applications, augmented reality lead generation, virtual reality branding, virtual reality rebranding, non-exchangeable tokens, and smart sales contracts. By utilizing the Grounded Theory method and experts' opinions, the categories for enhancing digital marketing metrics, digital products, social network promotion, virtual entrepreneurship opportunities, business development, product platform, and commercialization improvement were identified as the outcomes of strategy implementation. The strategy's impact on all events was evaluated positively. Using the Grounded Theory method, the categories of metadata, cloud space, big data, edge computing, artificial intelligence, digital marketing, and the Internet of Things were identified as contextual factors that positively impact the strategy. The categories of digital divide, privacy violation, identity hacking, data and information security, cybercrimes, and the ambiguity of laws and regulations were identified as background factors with a negative impact on the strategy.
The obtained results led to the identification of 109 open codes, 33 central codes and 6 selective codes. Finally, the current research led to the presentation of a paradigm model with the title of intelligent sales of sports equipment.

The purpose of this study is to provide a model for the development of industrial clusters (studied in the plastics industry). The research method is qualitative and content analysis. The participants of the research are managers, professors and business owners of plastic units up to 12 people after theoretical saturation and purposefully criterion (professors with minimum rank of assistant professor and at least 5 years of experience, Managers of active companies consisted of at least 5 years of experience and at least a master's degree. Data were collected through semi-structured interviews and data analysis was done through thematic techniques. To evaluate the validity of the research, the method of triangulation of data sources (using different data sources to draw results) was used. Holst reliability coefficient was also used to evaluate the reliability. The results show that the development indicators of Iran's plastic industrial cluster include "supply of raw materials (creation and identification of recycling units; center for supply, supply and distribution of raw materials; formation of raw material supply network)", "supply of machinery (design and mold "Building; benefiting from new technologies; supporting the production of domestic technologies)", "Development of sales and exports (marketing; product quality; branding)", "Government institutions (legal support; cooperation; financial support) ) "," Business service providers (after-sales service; manpower training; responsibility) "and" company management (having technical and specialized knowledge; time management; planning; communication skills; Influence and influence). Using the in the plastics industry can lead to the development and export of products of this industry in the region.

For success in retail marketing, it is important and necessary to study in the field of purchase with companion and purchase motivation as drivers of perceived excitement and perceived experience. Because knowing the demographics and personality traits of customers provides useful information to understand customer needs and buying habits, so that appropriate policies can be provided to better meet customer needs and desires. Therefore, the main goal of the current research is to investigate the role of excitement on women's shopping experience by examining the motivation to buy with a partner. This research is applied in terms of purpose, descriptive-survey in terms of data collection, correlational in terms of execution and with causal approach. The statistical population of this research is made up of female customers of Koroosh, Arg and Palladium shopping centers, out of 460 distributed questionnaires, 430 healthy questionnaires were collected from the customers. In this research, non-random (non-probability) quota sampling method was used to reach the members of the society. Questionnaire was also used as a data collection tool, and after data collection, data analysis was done with the help of "S. P. S. S." And "Imus" was done. Finally, the analysis of the data showed that the purchase companion has an effect on the excitement (positive and negative) and the customer's shopping experience,

In recent years, the importance of small and medium-size enterprises (SMEs) as the backbone of countries' economies has become clear to everyone. Export has been suggested as one of the strategies of such companies to develop the market, more possibility for survival and internationalization. But SMEs are less likely to succeed because of their limitations than large-size enterprises. Therefore, frameworks and models have been developed to assess the readiness of such enterprises to do so. But Iranian SMEs are experiencing completely different conditions that require other frameworks and models to do so. The present research creates a framework for assessing the export readiness of SMEs using a mixed method (Grounded theory method for theorizing and theory-testing using parametric statistical methods). In the theorizing phase, 25 interviews were conducted with qualified individuals and the framework was constructed based on 6 main-categories and 25 sub-categories. Then, different statistical tests were performed on 198 samples to confirm the framework from different dimensions. The results showed the importance of all main-categories, sub-categories as well as their constituent indicators. Other tests performed on quantitative samples also revealed other interesting results.

Blockchain-based smart business is a blockchain-based intelligent business system that identifies raw and unused data of companies in a systematic process, into valuable information to increase profitability in a competitive market, and among all members of a network. Will be shared The purpose of this paper is to analyze the antecedents and implications of blockchain-based smart business using a systematic background review approach. This research was conducted by qualitative method based on systematic and systematic background review. In the process of systematic review, 538 seafaring articles were identified from 2010 to 2021, and by carefully studying the text of English and Persian articles by university professors and experts, 33 articles were identified. Variable relationships in this systematic analysis based on causal, contextual, intervening, strategy and consequences factors, identification and Were categorized. In this study, blockchain-based smart business was identified as a central phenomenon and the most important causal factors, technology maturity, business soft technology, digital governance, digital marketing, digital entrepreneurial ecosystem, blockchain, process robotics, smart contract, Internet of Things Website quality, advanced data analysis were identified.

In general, the use of organic food has an essential role in food security and the health of the community, which requires proper information and awareness, so the question arises of how to identify the potential and actual capacity of organic food production, especially in the city of Tehran which provided the ground for its development and prosperity. In this research, effective factors in the viral marketing of organic food have been identified, modeled, and weighted. By reviewing 90 scientific papers using the Meta-synthesis approach affecting factors were identified. Then the TISM based on experts' opinions was used to determine the model. Finally, by implementing the FANP, ranking and determining the importance of the factors done. Based on the analysis, it was determined that nine factors affect the viral marketing of organic food. These factors were classified in an interpretive model with five levels. The first level is the market conditions, the second level is the target society, the third level is technology and price, the fourth level is the consumer, the presentation method (implementation), and value creation, and finally, the fifth level is desire (motivation) and trust. Also, using FANP, it was determined that the presentation method, the value of the message, and the consumer are the most important, and the factors of price and market conditions were ranked second. This result shows that in attracting the customer, the necessary information should be given to the customer so that he has full knowledge of the product.

The wide range of the perceived value dimensions in the field of consumer behavior has led the present study to investigate the perceived value of shopping centers and malls in Iran, its antecedents and consequents and how they affect each other. The mixed research approach is a sequential-heuristic one. In the qualitative section, the hermeneutic phenomenology method was applied to explore the lived experience of the participants. On the whole, eighteen informants were selected based on the snowball sampling method for deep interviews. The data were analyzed by using coding and sequential mixed data analysis via the Atlasti software. Finally, thirty three themes were extracted. In the quantitative part, the descriptive survey method was used. The data were collected from mall browsers through a questionnaire. Structural equation modeling was done via the AMOS software to analyze the model. According to the findings, there were eight values including economic, hedonic, escapism, epistemic, time convenience, utilitarian, status and Islamic values. All the dimensions of the perceived value had a significant positive effect on loyalty. Using a mixed approach, this study has introduced some new categories and themes about perceived value and its antecedents from the perspective of Iranian customers going to shopping centers.

In the current research, a mixed approach consisting of two parts, quantitative and qualitative, has been used. In the qualitative part of the research, the sampling is based on the purpose. Eighteen people who referred to shopping centers were selected to participate in the qualitative part of the research using the snowball method. In order to collect the data, in-depth interviews were conducted with the participants based on the interview protocol. The data were analyzed by using a coding method similar to the coding method in the grounded theory and with the help of the Atlas t software. In the quantitative part, it is an applied research in terms of its purpose. In terms of the method, it is a descriptive research of a survey type. Also, this study is cross-sectional based on the level of in-depth observation. In this part, the findings obtained from the qualitative section were used to design a questionnaire and develop a tool to measure the concept of the perceived value of the shopping center and malls. The structural equation modeling method was used with the help of the AMOS software to analyze quantitative data.

In the first stage of coding, which is called open coding, 1,188 open codes were discovered, and then, after repeated refinement, they were organized into eighty-seven more abstract concepts called categories. Then, the categories were classified into thirty three themes. The results of the present research can be divided into three general categories. The first to eleventh themes reflect the structure of the perceived value of the shopping centers and malls. The twelfth to twenty-seventh themes represent the anticipants of the perceived value of the shopping centers and malls. The 28th to 33rd themes refer the consequences of the perceived value of the shopping centers and malls. In the quantitative part of the research, namely the exploratory factor analysis, 60 items were loaded in fifteen components. These items were measured on a five-point Likert scale ranging from completely disagree to completely agree. In the end, a model with 28 paths remained on the perceived values positively and significantly. As the results of the model fit indicate, the fit index has the necessary values ​​and supports the agreement between the experimental data and the extracted model. The indices of the final model were NFI: 0.832, CFI: 0.907, GFI: 0.825, AGFI: 0.808, RMSEA: 0.43. The results extracted for the model indicated that the items of each component had a positive loading factor greater than 0.50, and the calculated t-value for each of them was greater than 1.96 and 2.58. All the path coefficients were significant at the 95% confidence level. There were eight perceived value components of shopping centers including economic, hedonic, escapism, epistemic, time convenience, utilitarian, status and Islamic components. According to the results of the current research model, behavioural consequences (loyalty) are significantly influenced by all these eight components.

Due to the fact that the number of shopping centers and homogeneous malls is increasing day by day and the needs and demands of customers get to be more complex and diverse, managers of shopping centers who understand the reasons for appropriate behavior have competitive advantages. They can use the knowledge in this field to maintain the existing customers and convince new customers from among the competitors, to present a distinctive image of the shopping centers under their management. The researchers in the present study, influenced by native values, reached factors such as environmental features, internal motivators, the nature of the shopping center, sports and health facilities, facilities for children and visual attractions. The number of factors affecting the choice of shopping centers are different based on the country of study. Shopping centers are considered more profitable if they satisfy both types of buyers with values ​​of hedonism and utilitarianism. This result leads to the support of the customers who desire to stay longer in shopping centers, increase patronage and spend more money. The present study has explained the value structures of customers' shopping experience and identified various factors that make customers want to visit shopping centers.

The present study seeks to answer the fundamental question of how an entrepreneurial business uses marketing as a tool for development in a situation where there is no market for it yet or when it is in various stages of growth. To take. The research approach is qualitative and is exploratory in terms of nature and applied in terms of purpose. In this research, phenomenological research strategy has been used and the data collection tool has been in-depth interview. The statistical population of this study is Iranian entrepreneurs active in the field of electronic startups until the end of September 1400 and purposive sampling method has been used. A total of 8 in-depth phenomenological interviews were conducted and data collected. Finally, 51 categories have been identified and categorized in the form of 5 main themes. According to the results of the present study, the set of activities that entrepreneurs perform in each stage of their business life in the face of the market will be different. The above differences can be seen in how market opportunities are discovered, marketing goals, available resources, target market selection and marketing mix composition. The result is that entrepreneurs in the face of the market and even earlier when deciding on their product or service to introduce to the market according to their knowledge, assets and abilities.

The online sales smart contract is a protocol that is prepared to set up an electronic smart agreement between the buyer and the seller and is concluded and executed automatically based on the information related to the terms of the contract. The aim of the current research is to identify the causal factors affecting the online sales smart contract and its consequences using a systematic review.

A systematic review was used in this research. This method is one of the types of qualitative research methods that are used to investigate phenomena and identify categories based on research literature. The statistical population of the research includes all research articles obtained from quantitative and qualitative studies regarding smart contracts and smart contracts in both Persian and English languages. With the aim of identifying the factors affecting the smart sales contract and its consequences, finally, 30 articles related to the research topic in the period from 2009 to 2022 in Farsi and English were selected and studied with a systematic review approach, and the text of the articles was based on the application of the Grounded Theory approach and based on the MaxQda software, central and selective coding were performed and analyzed. Reliability and Cohen's kappa coefficient were used as a measure to replace validity and reliability.

By analyzing the collected articles, 678 English and Farsi articles were identified in the coding stage, and after scientific investigations, 94 articles related to the research topic were categorized, and finally 30 articles were included.In the continuation of the data analysis process, the concepts were categorized into six categories of the central phenomenon, causal conditions, background conditions, intervening conditions, strategies, and consequences through the central coding. The current research led to the presentation of a paradigm model called online sales smart contract and its consequences using a systematic review.

Online sales smart contracts are programs that are stored on the blockchain and are executed when predetermined conditions are met. They are typically used to automate the execution of an agreement so that all participants can be assured of the outcome immediately without the intervention of an intermediary or wasted time. They can also automate a workflow and trigger the next action when conditions are met. Smart sales contracts are efficient because they have completely solved the issue of trust. The smart sales contract uses blockchain to confirm, validate, record, and enforce the terms agreed between the parties The presented model clearly defines the effective causal factors of establishing an online smart seller and its consequences, and leading companies can use this proposed model in their online sales on the blockchain platform.