دکتر هوشمند باقری قره بلاغ

The present study examines the role of green advertising on the environmental performance of urban management by mediating the perceived environmental quality of citizenship and moderating the psychological benefits of greenness. This study used a descriptive research method to collect data. The statistical population studied includes all citizens of Urmia city located in West Azarbaijan province of Iran. Based on this, the sample size of 384 people was estimated from Morgan Karjesi's table and 410 people were considered for more certainty. For data collection and measurement, a standard questionnaire was used and the collected data were analyzed using the structural equation model. The findings showed that there is a significant relationship between environmental advertising and urban management environmental performance and perceived environmental quality in citizenship. The perceived environmental quality of citizenship has a positive effect on the environmental performance of urban management, and its mediating role in the relationship between environmental advertising and the environmental performance of urban management has been confirmed. Also, the positive adjustment effects of the green psychological benefit variable on the relationship between environmental advertising of urban management with perceived environmental quality of citizenship and perceived environmental quality of citizenship with environmental performance of urban management were also confirmed. This study hopes to increase scientific knowledge in the field of environmental advertising, to enable organizations to act in accordance with environmental conditions to inform citizens and meet their needs, as well as to reduce the damage expected to become an urban environment.

The aim of the current research is to investigate the role of marketing key capabilities on sustainable competitive advantage with the moderating role of artificial intelligence. This study is applied in terms of purpose, descriptive and survey method. The statistical population of the present study includes all active manufacturing companies in Urmia. The sample size was 115 companies from the production, industrial and commercial companies of Urmia using a random and proportional method. Since entrepreneurs have the position of senior manager in most manufacturing companies; the questionnaires used in the study were completed by the senior managers of these companies. Data analysis was performed using structural equation modeling using SPSS22 and Smart PLS3 software. The findings of the research showed that marketing analytics capability has a positive and significant effect on market sensing capability, market seizing capability, and market reconfiguring capability. Additionally, artificial intelligence moderates the relationship between marketing analytics capabilities, market sensing capabilities, market seizing capability, and market reconfiguring capabilities. Finally, the market sensing capability, market seizing capability and market reconfiguring capability have a positive and significant effect on sustainable competitive advantage. Fierce competition among companies worldwide has accelerated the need to deploy artificial intelligence to gain an edge over competitors. Specifically, we propose the notion of artificial intelligence competence as a core competency of organizations that highlights the need for creative and harmonious deployment of artificial intelligence.

As one of the characteristics of the organization, work stress will affect the psychological state of employees and cause them to behave differently from the non-stress situation. Challenging stressors refer to the stressors that employees consider useful concerning work experience to create opportunities for personal growth. A hindrance stressor is a stressor that interferes with or hinders an individual’s ability to achieve valuable goals. Work stress refers to all types of pressures that are perceived by employees to significantly affect the development of an individual’s career in a work setting. Stress is the result of unmet needs, and due to their ability to cope with stress, different individuals have different stress experiences when individuals are in a state of imbalance between demand and capacity. Nowadays, emotional exhaustion, job burnout, and job performance are regarded as the results of job stress. In this regard, the main goal of the current research is to investigate the impact of challenging and hindrance stressors on the innovative behavior of employees with the mediating role of work engagement. 

Design/Methodology/Approach:

 The research is applied in terms of purpose and descriptive in terms of method, and according to the population of 400 people based on Morgan's table, the data was collected from a sample of 196 employees of Zal Iranian Company in Tehran. Sampling was done in a simple random way, and the information was obtained using the method of library studies and questionnaires. To analyze the collected data, the structural equation model was used, which includes confirmatory factor analysis, structural models, path analysis, and multiple regressions.  Also, the questionnaire was used to collect data, and Structural Equation Modeling (SEM) was used to analyze data. PLS-SEM is suitable for building exploratory theory studies that identify the drivers of a construct. PLS-SEM is suitable for testing the proposed hypotheses, and the proposed framework of the current study promotes the construction of exploratory theory instead of theory testing. Finally, the current study adopted Kaiser, Mayer, and Olkin's sampling adequacy criterion and Bartlett's test regarding the appropriateness of the sample size for factor analysis. The amount of sig was calculated to be less than 5% and the KMO index was 0.785, and the number for this index shows the adequacy of sampling to perform exploratory factor analysis. 

The results showed that challenging stressors have a positive and significant effect on the innovative behavior of employees through the mediation of work engagement.  Hindrance stressors have a negative and significant effect on the innovative behavior of employees through the mediation of work engagement. Challenging stressors have a positive and significant effect on the innovative behavior of employees. Hindrance stressors have a negative and significant effect on the innovative behavior of employees. Work engagement has a positive and significant effect on the innovative behavior of employees. Challenging stressors have a positive and significant effect on work engagement. Hindrance stressors have a negative and significant effect on work engagement. Discussion and

Challenging stressors can promote the generation of innovative ideas and behaviors of employees, and then improve employees’ innovation performance, that is, challenging stressors have a positive influence on innovation performance. Also, this study enriches the existing literature by identifying the impact of stressors on employee innovation behavior and has certain practical significance for optimizing the management of enterprises and improving employee innovation behavior. In management practice, managers should pay more attention to employees’ challenge-hindrance stressors, reasonably set challenging tasks for employees, ensure sufficient task complexity, and challenge expectations for employees.

The hotel industry is a service industry that is very important for creating competitive advantage, customer satisfaction, and loyalty. Satisfaction is the evaluation after a customer buys a product or service. A key motivation for placing more emphasis on customer satisfaction is that greater customer satisfaction leads to a stronger competitive advantage resulting in greater profits and market share, lower business costs, lower failure costs and new customer acquisition. Customer satisfaction is generally assumed to be an important factor for repeat purchases, positive word of mouth, and customer loyalty. It is natural for the hotel industry to invest considerable resources to satisfy their customers. Since customer satisfaction is a critical barometer for evaluating hotel performance, a deep understanding of the factors that contribute to satisfied and dissatisfied customers is crucial for hotel management. The contact between customers and employees can create positive or negative effects that may make or break the business. The productivity of employees depends on managers and those who motivate them to produce quality service. One of the biggest modern management challenges in the service industry is customer satisfaction and retention. Service quality and customer satisfaction are critical factors in creating differentiation and retaining customers; with the challenges among service industries, the importance of customer satisfaction and customer loyalty increases daily. In this regard, the present study aims to analyze the factors affecting the satisfaction of tourists in providing tourism services and has examined consumption excitement as an essential and influential key factor affecting tourist satisfaction.

In terms of purpose, this research is functional and based on data collection, a descriptive survey. The study's statistical population included all domestic tourists who visited Semnan city. Due to a lack of access to detailed statistics of tourists entering Semnan during the research, 205 domestic tourists were selected by the available sampling method of the returned questionnaires; about 189 questionnaires were used. Also, the questionnaire was used to collect data, and Structural Equation Modeling (SEM) was used to analyze data.

 The results of the data analysis show that the customer satisfaction index model has a stronger effect on customer satisfaction by adding the excitement factor to the previous model. In this research, the only meaningful relationship between quality of service and customer satisfaction was not directly confirmed; this could be due to the difference in the studied society as well as the economic and cultural conditions governing the community. Tourist satisfaction has a positive and significant effect on loyalty, and the more tourists are satisfied, the less complaining their behavior will be. In other words, there is a negative relationship between customer satisfaction and tourists' complaining behavior. The more tourists are satisfied and the less they complain, the more they will be able to introduce the hotel where they stayed to their friends and acquaintances; In other words, word-of-mouth advertising leads to positive. Here, managers are encouraged to design a system that addresses customer and tourist complaints that the system addresses customer feedback and complaints so that they understand that hotel managers care about them. Complaints and criticisms increase tourists' satisfaction, ultimately, their loyalty. Hotel managers can use the model of customer satisfaction index in hotels instead of the overall customer satisfaction index to get a more accurate estimate of the level of customer satisfaction, get more information about repeat purchases, and create a competitive advantage. Also, Tourism is a major issue in the economic, social, and culture of all countries, and expanding it can draw a path to increase country revenues and reduce dependence on oil revenues, thereby providing an optimal path for achieving sustainable development and comprehensive. On the other hand, positive emotions have a greater effect on customer satisfaction than negative emotions. Despite this discussion, we can clearly see that many sources related to the relationship between customer satisfaction and consumer sentiment have shown that both positive and negative emotions have a very positive/negative effect on customer satisfaction. In addition, in in-service institutions, it is now widely accepted that emotion is one of the main factors in customer satisfaction. A literature review identifies consumer feelings as a prerequisite for customer satisfaction. Given the above, it is expected that the excitement of consumption, which is the result of the frontline staff's proper treatment of hotel tourists and the provision of quality services, will lead to a positive feeling in tourists or hotel customers and satisfy tourists from hotel service providers. The findings of this study and model retesting are consistent with studies conducted in this area; however, one of the hypotheses presented in this study is that the direct relationship between service quality and customer satisfaction has not been confirmed, and this factor is indirectly due to the role of consumer emotions. Perceptual value has led to greater satisfaction of tourists. It has been provided by providing services. This disapproval of the direct relationship could depend on the country's economic situation and other issues, which are mentioned in the next section.

 Hotels are a segment of the hospitality industry that must adhere to their goal to fulfill customer needs and wants. It is inevitable for hotels, whose quality of products and service is highly dependent on the interaction between customers and their employees, to satisfy all customers. Service failure may occur, which makes customers angry and dissatisfied. Dissatisfied customers have various means to channel their complaints, while some take action privately. Dissatisfied customers may not complain directly to hotels because they probably feel uncomfortable due to the physical presence of service providers or management. The findings of the study specify that it is important for management in hotels to listen to customer concerns and take customer complaints seriously. Although their actions were done privately, they might have tremendous consequences on the restaurant’s bottom line.

Entrepreneurs can easily connect with users through the social network Instagram and introduce themselves and Gain Profit. Therefore, Instagram will be a very good tool for entrepreneurs due to its low cost and easy access to the target audience and markets. In this regard, the purpose of this study is to investigate the impact of Instagram on the development of entrepreneurial culture among students of Semnan University.
The current research is based on the purpose of applied research and also based on how to obtain the required data; it is a descriptive and correlational research. The statistical population of the present study is 2000 students of the Faculty of Economics, Management and Administrative Sciences and New Sciences and Technologies of Semnan University, which according to Krejcie-Morgan table, 322 people were used as a sample. In addition, it is a stratified random sampling method. In order to collect information, the library and field studies method, the tool of which is a questionnaire, has been used. After consulting with professors, face validity of the questionnaire was examined and then a pre-test with a volume of 30 people was performed and Cronbach's alpha test was performed to confirm the reliability of the questionnaire. Also, the questionnaire was used to collect data, and Structural Equation Modeling (SEM) was used to analyze data.
The findings of the present study showed that Instagram has a positive and significant effect on self-efficacy, opportunism, steadfastness, independence and Risk taking and innovation.
The research indicates that Instagram has a positive and significant effect on all aspects of the development of entrepreneurial culture among students based on the indicators of entrepreneurial culture.

The challenge of fostering healthier societies begins with considering the environment and promoting collective acceptance of environmentally friendly behaviors. Consumer choices regarding the environment impact the health and quality of life for current and future generations. Therefore, it is essential for academics and marketers to understand the concept and characteristics of green consumers. Consequently, the aim of the current research is to identify factors influencing consumers' attitudes toward environmentally friendly products, while also considering the moderating role of green innovation.

This study is applied in terms of purpose, descriptive and survey method. The statistical population comprises all consumers of green products in Shahin Dezh city. A sample size of 208 individuals was determined using Cochran's formula selected through simple random sampling. A standard questionnaire was used to collect information. To analyze the research data, structural equation modeling software Lisrel and Smart-Pls3 were used.

 The research findings indicated that environmental attitude (significance coefficient of 5.20), health consciousness (significance coefficient of 4.07), and environmental knowledge (significance coefficient of 3.30) positively influence consumers' attitude toward green products. Additionally, the study recognized and confirmed the significance of the green innovation variable as an important moderating factor in this relationship.
These relationships are statistically significant. Additionally, the study recognizes and confirms the green innovation variable as an important moderating variable in this relationship.

Our findings offer valuable insights for tailoring educational strategies targeted at diverse consumer groups to promote the adoption of environmentally friendly products. By fostering such consumer behavior, we aim to contribute to the creation of a healthier environment for both present and future generations.

Augmented reality technology has made its way into households, presenting a valuable opportunity for marketers to offer customers a seamless flow experience within the comfort of their homes. In this age of technology, consumers have become comfortable shopping with their mobile devices. With this burgeoning trend, the branded app market has grown steadily, surpassing all other types of mobile commerce. Augmented reality applications add a new dimension to the customer experience by covering the customer's face or surroundings with virtual products. Given the omnipresence of smartphones today and customers' responsiveness to new technologies, there is an increasing focus on studying consumer behavior towards emerging technologies. Augmented reality has appeared as a new technology available to retailers for customer interaction. Also, the popularity of social media among both the young and older generations has led to its widespread usage as a new marketing communication platform. Customers encounter diverse marketing initiatives that businesses swiftly promote and execute in the digital realm of social media networks, disregarding space or time constraints. Due to social media platform features like live chats and commenting capabilities, individuals may now have direct digital interactions with their favorite brands, famous influencers, and other users. Social media users can communicate their attitudes and ideas about a brand’s products or the actions of other users by simply pressing the “like” or “dislike” button or by posting a favorable or unfavorable comment on a post. In addition, influencer marketing is gaining popularity in the era of social media. It is being widely used by marketers to influence their potential customers. This research Meta-synthesizes the existing literature on influencer marketing. Therefore, its purpose is to examine how Homophily attitude, physical and social attractiveness influence purchase intention, mediated by trustworthiness, perceived expertise, and parasocial relationship.

This study employs a descriptive-correlational research design. The statistical population includes approximately 13,000 students at Urmia University who are users of smart mobile phones and augmented reality applications. To calculate the sample size, Morgan's table was used. According to the size of the population, and based on the random cluster sampling method, 384 people were selected as the sample. To carry out this research, a standard questionnaire was used. The data was analyzed using the Partial Least Squares Structural Equation Model (PLS-SEM).

The findings indicate that trustworthiness acts as a mediator in the relationship between Homophily attitude, physical and social attractiveness, and purchase intention. Perceived skill mediates the relationship between Homophily attitude and physical and social attractiveness with purchase intention. Parasocial relationship mediates the relationship between Homophily attitude and physical and social attractiveness with purchase intention. In addition, the attitude of Homophily, physical and social attractiveness has a significant effect on purchase intention.

It can be inferred that social media influencer marketing strategies should be tailored according to individual attributes, characteristics, and types of influencers. Furthermore, recognizing the significance of media richness and naturalness in social media marketing will assist marketing managers in crafting effective campaigns.

Studying people's attitudes towards greener options helps to understand their purchasing decisions. For this purpose, it is necessary to analyze the reasons that may lead to a negative attitude towards green products, which in turn hinders the sale of green products. One of these reasons may be the marketer's focus on maximizing utility, which has promoted materialism/consumerism as a value structure. By creating artificial demand for products through idealistic marketing, marketers have reinforced materialism and have focused on creating emotional connections between consumers and products by displaying psychological benefits, such as social status, happiness, and the power of product ownership. This has caused consumers to over-consume products to fulfill their endless psychological desires. People pay more attention to environmental protection and gradually increase their consumption of green products. Especially during the covid-19 pandemic, public perceptions and behavior patterns have shifted in a safer, healthier and greener direction. Therefore, business managers and researchers have been looking for ways to encourage consumers to buy green products, which has led to research in this field. The purpose of this research is to the effect of psychological characteristics on the attitude and intention to purchase green products with the moderating role of price sensitivity and environmental protection emotion.

This study is applied in terms of purpose, descriptive and survey methods. The statistical population of the research consists of all consumers of green products in Urmia city. According to Cochran's formula, 384 people were selected by a simple random sampling method. A standard questionnaire was used to collect information. Partial least squares structural equation modeling was used to analyze the research data. A structural equation model (SEM) is a specific causal structure between a set of latent variables and observed variables. Through the structural equation model, latent variables (factor or structure) can be measured indirectly by using obvious variables (questionnaire items or questions). As the results showed; the measurement model meets all quality and reliability criteria. Because, all factor loadings are higher than 0.4, composite reliability is higher than 0.7, and the average values of extracted variance are higher than 0.5. The structural model of this study is evaluated through coefficient of determination (R2), predictive correlation (Q2), goodness of fit (GOF) test, and hypothesis testing. Three values of 0.19, 0.33 and 0.67 have been considered as criteria values for weak, medium and strong values of the fit of the structural part of the model by means of the coefficient of determination. According to research findings, it can be stated that all the values of the coefficient of determination are at the medium and strong level for fitting the structural part of the model. The obtained Q2 values show that the model has sufficient predictive relevance, as the values are above the threshold of 0.000. Considering that the model has all the criteria, it can be suggested that the structural model is good

Green products have the advantages of high nutritional value, being healthier, tasty, and being free from any chemical substances, and people with a price-sensitive spirit understand these advantages better, and they influence the willingness of such people to buy. It is effective. On the other hand, unfortunately, due to the high price of these products, some profit-seekers have tried to sell normal products with a green label, which has made consumers skeptical about products with a green label. Another reason for these results may be due to the lack of consumer knowledge about the quality of green products. Some evidence shows that there is an increase in the desire among Iranians for such a vegetable product; However, many consumers look for product safety, and are willing to pay a higher price for green products because they increase their level of utility, resulting in reduced health risks, hence, they are able to determine safety. They are green products before purchase. As a result, products with green stickers can strengthen consumers' sense of satisfaction in purchasing their products; in this way, by buying their products, even at a higher price, consumers will achieve a sense of inner satisfaction. It is worth mentioning that when the design of a product is impressive and powerful, consumers will be less sensitive to the price of the product. A focus on materialism tends to increase self-centeredness, which often causes little concern for others (including people and the environment). In contrast, where lower levels of materialism prevail, consumers value the well-being of society and the environment by showing concern and sensitivity towards the use and consumption of products. Sustainable development is now seen as an essential component of modern economic success, and environmental issues are expanding at an alarming rate around the world. The results of this study have important implications for academics, marketers, and policy makers who want to promote the wider use of green products. The findings of the research showed that materialism and perfectionism have a significant positive and negative effect on consumers' attitude towards green products, respectively, and this attitude towards green products has a positive and significant effect on the purchase green products. In addition, the results showed that price sensitivity moderates the relationship between materialism and attitude towards green products, but does not have a positive moderating role in the relationship between perfectionism and attitude towards green products. Finally, environmental protection emotion moderates the relationship between attitude and purchasing green products. In fact, perfectionism can be considered as a subsequent characteristic to achieve high human standards. Perfectionist people seek the best in their personal and social behavior and naturally want the best for their society and therefore look for green products. Consumers expect the green product to have the highest quality. High prices may equate to better products in most people's minds. Because most people believe that a high price reflects the best quality. However, in relation to perfectionism, it will be important to provide products that represent the social identity of people. On the other hand, people who have this motivation buy the green product with the perception that it is rarer and newer; because they have understood that these products are different compared to the products produced normally. Researchers have come to the conclusion that consumers with a high need for perfectionism tend to adapt to new products or brands more than consumers with a low need for uniqueness.

Causal organizational citizenship behavior has positive effects that can have on the exploitation of the work environment, it is also one of the dark aspects. In this regard, the present study examines the dark effect of organizational citizenship behavior on procrastination with the mediation of role burden and exclusion at work and gender education among nurses.

The present study is applied in terms of purpose and descriptive in terms of how to collect Information. The statistical population of the researcher includes doctors and nurses of Kausar Semnan Hospital. Based on simple random sampling, 215 questionnaires were distributed and using SPSS26 and SMART-PLS3 software, data analysis methods were used. Organ and Kanofsky's organizational citizenship behavior questionnaire (1989), Badie et al.'s procrastination (1389), Reilly's role overload (1982) and Faris et al.'s (2008) workplace ostracism were used to measure the research.

The results showed that the dark side of organizational citizenship behavior has a positive and significant effect on the importance of an important role. Also, the importance of the role has a positive and significant effect on procrastination. Role overload mediates the relationship between the dark side of organizational citizenship behavior and procrastination. Gender moderates the relationship between the dark side of organizational citizenship behavior and role burdensomeness. Also, the relationship between the dark side of organizational citizenship behavior and rejection at the workplace was negative and significant, which is a rejection of the research hypothesis. No significant relationship was observed between the changes of rejection at work and procrastination. Gender does not moderate the relationship between the dark side of organizational citizenship behavior on procrastination and exclusion in the workplace.

citizenship behavior can become role burden through increasing workload and thus affect procrastination. Also, since women are more involved in organizational citizenship behaviors, the workload for them is more than men and they play an important role.

Clothing brand relies more on marketing for sales in comparison with other brands and today's consumers are more influenced by clothing brand values. Therefore, marketing professionals in this industry struggle to describe the right image (Gazzola et al., 2020, p. 3). It should be mentioned that customers' attitudes toward the marketing mix (price, product, distribution, and promotion) are different in their behavior and styles of buying clothes. In addition, it can be said that clothing is one of the most important non-verbal signs affecting the interactions between buyer and seller, which creates dignity for the working person and his job (Morris et al., 2021, p. 259). It is interesting to know how each generation has a different attitude towards the marketing mix. Marketers often segment consumers by age. The basic point is that people of the same age have similar life experiences and therefore share many common norms, political, historical and economic environment regardless of country (Hoyer & Maclnnis, 2007, p. 124). In this regard, the main purpose of this study is to identify generations regarding consumer behavior and explain it with the emphasis on the marketing mix.

The current research explores the role of urban entrepreneurship, digital technologies and smart logistics on sustainable business in the smart city with the role of moderating market turbulence; which is descriptive and correlational in terms of practical purpose and in terms of data collection method. The statistical population of the current study was 600 knowledge-based enterprises located in science and technology parks in Tehran, of which 234 were selected based on Morgan's table and using available sampling method. Necessary information about the subject of the research was collected from the entrepreneurs of these companies. Data were collected through a standard questionnaire and analyzed using Smart-Pls software. The validity and reliability of the questionnaire was measured and confirmed using related tests. The results showed that urban entrepreneurship, digital technologies and smart logistics have a positive and significant effect on sustainable business in the smart city. Also, the moderating effect of market turbulence in the relationship between digital technologies and sustainable business in the smart city was confirmed.

The purpose of this study is to investigate the intention to reuse the augmented reality application in the fashion clothing industry. This research is applied in terms of purpose and descriptive survey in terms of the method. The statistical population of the research includes all smart mobile users who have used augmented reality technology in the clothing industry at least once. Based on the Morgan table for unlimited communities and using the available non-probability sampling method, 384 people were selected. To carry out the study, a standard questionnaire was used. The partial least squares structural equation model was used to analyze the data. The results showed that telepresence does not have a significant effect on value co-creation, but a positive and significant effect was found between social presence and brand affection. Social presence does not have a significant effect on value co-creation, but it has a positive and significant impact on brand affection. There is a positive and significant relationship between value co-creation and brand affection with the intention to reuse the augmented reality app. Gender moderates the relationship between distance presence and co-creation value and brand affection. Furthermore, gender moderates the relationship between social presence and brand affection. In addition, gender moderates the relationship between brand affection and intention to reuse the augmented reality app. Finally, gender does not moderate the relationship between social presence and value co-creation, and value co-creation with the intention to reuse the augmented reality app. The present research contributes to the information system and consumer behavior literature. In addition, intention to the reuse augmented reality app by consumers is a key challenge in gaining a competitive advantage in the contemporary market.

Mobile technology has blurred the boundaries between work and family, making work easier than ever in the family life of the average employee, leading to work-family conflict. In this regard, the purpose of this study is to investigate the impact of mobile workplace stress on the employee innovative behavior of with regard to the mediation of work engagement and work-family conflict among the employees of Kausar Hospital in Semnan.

The present study is applied in terms of purpose and descriptive in terms of how to collect information. The statistical population of the research is the doctors and nurses of Kausar Hospital in Semnan. Based on simple random sampling, 215 questionnaires were distributed and research data were analyzed using SPSS and Smart-PLS software. To measure the variables of the research, Schaufeli et al., (2006) work engagement questionnaire, Kanter et al., (1998) employee innovative behavior, Netemeyer work-family conflict (1996) and Bang and Tak (2016) mobile workplace stress were used.

The results showed that the mobile workplace stress has a significant effect on the employee innovative behavior, work engagement and work-family conflict. Work engagement and work-family conflict has a significant effect on the employee innovative behavior. Work-family conflict has a significant effect on work engagement. In addition, work engagement mediates the effect of mobile workplace stress on employee innovative behavior, and work-family conflict mediates the relationship between mobile workplace stress and employee innovative behavior.

It can be concluded that the mobile workplace stress can cause job burnout due to increasing time and taking energy from the employees and have a negative effect on work engagement. Also, by intensifying work-family conflict, reduce the innovative behavior of doctors and nurses.

 Job adaptability is a desirable feature and those who are more in line with their job, are more satisfied with their job, have a positive attitude and show a high commitment to the organization and their colleagues. The present study seeks to determine the role of mediating behavioral innovation and job adaptability: examining the relation of infrastructural capability and engagement with the innovative performance.

Design/Methodology/Approach: 

The present study is practical in terms of the goal and in terms of data collection is descriptive which has been conducted through survey method. The statistical population is all employees of the Ministry of Sports and Youth (N= 890), that according to Krejcie & Morgan table 269 people were selected by random sampling method. The standard questionnaires were used to collect data. The content validity of the questionnaire was confirmed by a panel of experts. The construct validity and the composite reliability of the research instrument were tested by estimating the measurement model and they were satisfying after making necessary corrections. The Structural equation modelling was used to analyze the data.

Research Findings:

 The results of the study showed that infrastructural capabilities have a positive and significant effect on innovative behavior and job adaptability, also job engagement had a positive and significant effect on job adaptability and behavioral innovation. Moreover, innovative behavior and job adaptability had a positive and significant effect on the innovation performance.

Limitations & Consequences: 

The lack of similar research and the lack of appropriate theoretical foundations for the development of hypotheses were the most important limitations.

Practical Consequences:

 Research has been done in the sports industry, which challenges its generalization to other fields to some extent.

Innovation or value of the Article: 

To achieve employee performance improvement by adapting personal characteristics to job characteristics.

A customer churn is a person who is on the verge of leaving our services and using the services of competitors. In this regard, the purpose of this study is to investigate the role of barriers to customer churn on Service recovery strategies in the banking industry. The present research is applied in terms of purpose and in terms of data collection method, it is descriptive of survey type. The statistical population of the present study is the customers, managers, and deputies of private banks in Khoy city. The number of members of the study community was 35 banks and 378 customers. Using Cochran's formula and available sampling method, the number of samples was estimated to be at least 147 customers and 71 managers. It is worth noting that the questionnaire was used to collect data and Structural Equation Modeling (SEM) was used to analyze the research data using Amos software. Findings of the present study show that barriers to customer churn have a significant effect on Service recovery strategies. Also, customer attitudes, customer time, physical factors, decision-making power, bank credit, progress, compensation for customer service, bureaucracy, the return of bank errors, management factors, and employee dissatisfaction with the bank have a significant impact on Service recovery strategies.

Resilience to negative information can be viewed as extra-role behavior. Extra-role behaviors occur when consumers benefit a brand without thinking purely of their own self-interest. ‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌Resilience to negative information is likely to reinforce purchase intentions. The main purpose of the present research is to present Analyzing on The Antecedents of Resilience to Negative information on the mediating role of customer–brand identification in the hotel industry. This research, in terms of purpose, is functional and based on data collection, which is a descriptive survey. The required data of this study were collected by a simple random sampling method from all guests of 5-star ‌‌‌‌hotels in Tabriz (Pars Hotel, Shahryar, and Kaya) and 267 people were collected. The questionnaire-based on the Likert spectrum was used in order to collect information and structural equation ‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌modeling was used to analyze the data. Findings showed that the Brand social benefits, Customer-to-customer similarity, and memorable brand experiences have a positive and significant effect on Customer-brand identification. In other words, Customer-brand identification has a positive and significant effect on the resilience of customers to negative information. Finally, gender moderates the effect of Customer-brand identification on resilience to negative information.

By integrating personal factors and sales promotion literature, the main contribution of this study is to analyze personal characteristics and advertising methods to increase consumer buying behavior. The purpose of this study is to investigate the factors affecting post-purchase cognitive dissonance with the mediating role of consumer behavior.

The present study used a survey method to collect data and a correlation method to analyze the data. The statistical population of the study consists of all consumers referring to commercial complexes and shopping centers in Tabriz and Urmia. According to Cochran's formula, the sample size was set at 384; which was upgraded to 400 for more accurate calculations. A Likert-based questionnaire was used to collect information and Structural equations’ modeling was used to analyze research data with Smart-PLS software.

Findings showed that personal factors (Market Maven, Stable, Agreeable and Open Minded); the reputation of the brand designer, store atmosphere and Sales Promotion has a positive and significant effect on consumers' buying behavior. In addition, positive and significant effect was found between Buying Behavior of Consumers and post-purchase cognitive dissonance. Gender moderates the relationship between Buying Behavior and post-purchase cognitive dissonance.

Sales promotion was used as a weapon to increase sales and the widespread use of this concept in order to achieve customer values in order to achieve goals and business is fruitful.

Undoubtedly, the tourism industry is one of the industries, most sensitive and vulnerable to crises. Major events such as natural disasters, epidemics, terrorist attacks, mismanagement, etc. put pressure on the industry. On the other hand, the tourism industry is always influenced by society and based on interactions between people. The outbreak of the COVID-19 has posed an important challenge to the world’s tourism sector. The objective of the present study is to examine the effect of COVID-19 on the tourism and hospitality industry and to present marketing strategies during and after the Corona crisis. The present study is a review study based on information collected from several searches of Internet sources in English language databases including Google Scholar, Emerald, Science Direct and Springer using English keywords such as Post-corona marketing strategies. COVID-19, COVID-19's effect on the hotel industry and COVID-19 pandemic on hospitality industry were performed. It should be noted that 13 articles were selected as relevant and final sources to investigate this issue. Data were collected from the site of the World Tourism Organization and categorized according to the objectives of the study. Studies show that inbound tourism will grow by 3 to 4 percent in 2020. However, given the SARS scenario and the spread of the Corona virus and the prediction of its economic effects, the organization changed its forecast and predicted that global tourism will grow by 1 to 3 percent in 2020.

In most organizations there is a system is designed and applied for recruiting and preserving consumers which in fact is capable of managing organization-consumers relationships. Nowadays these systems have gained popularity as customer relationship management systems. The present study seeks to determine the effect of consideration of consumers and infrastructural abilities of customer relationship management on the information quality and innovative behavior. In terms of the applied results and goal, the present study is descriptive which has been conducted through survey method. The statistical population of the study was senior insurance experts and managers in branches of insurance companies of Tabriz city, Using Cochran sampling method, 85 individuals were selected as sample size. The questionnaire was used to collect filed data, and the Structural equation modelling to analyze the data. The results of the study showed that infrastructural capabilities have a positive and significance effect on customer orientation, consumer information quality, and innovative behavior and as well as the results showed that customer orientation have a positive and significant effect on the consumer information quality and innovative behavior. Additionally, consumer information quality had a positive and significant effect on the innovative behavior and company performance, and finally there is a positive and significant relationship between innovative behavior and company performance.

The staff of Semnan University has the concept of positive psychological capital, in addition to better coping with stressful situations and psychological traumas on the university; they are less stressed, so such employees also have higher psychological health. In this regard the purpose of this study is to investigate the effect of organizational trauma on organizational cynicism with an emphasis on the role of moderation of psychological capital. 

This is an applied and descriptive study and has been performed by survey method. The statistical population is all the staff of Semnan University. According to Krejcie-Morgan table, a sample of 213 people was selected by simple random sampling method. The main instrument for data collection was three Standard Trauma questionnaires, Organizational cynicism and Psychological capital. Their reliability and validity by calculating the Cronbach's alpha coefficient 0.89, 0.85 and 0.92 respectively and Structural equations’ modeling from Smart-Pls software was used to analyze data. Results : The results indicate that organizational trauma has a positive and significant effect on organizational cynicism (β= 0.403, T= 5.249). Psychological capital moderates the relationship between organizational trauma and organizational cynicism (β= -0.025, T= 2.540).

the authors of the survey conclude that Psychological capital reduces trauma by increasing self-efficacy, hope, optimism and resilience.

Human resource management in project-oriented organizations is a new issue that has a pivotal role in organizational processes due to the impact on how human resources are absorbed and used. Changing the business environment in today's world persuades organizations to implement their strategies and structures in a way that meets the needs of their customers so that they can deal with these changes and take steps toward organizational agility. Therefore, agility is one of the important concerns of organizations and it is necessary to identify the factors affecting employee agility. Therefore, thirteen factors that were more in line with the statistical population and were more considered by managers and experts were selected. For this purpose, two approaches of interpretive structural modeling and interpretive ranking process have been used to identify and rank key barriers to access to human resource mobility in project-based organizations. The results of the structural modeling approach show that the four factors of encouragement and support for management, participation, empathy and sense of need are the infrastructure for achieving human resource agility. Then, using the method of interpretive ranking process, the ranking of each factor is determined. Also, a comparison was made between the two methods of interpretive structural modeling and the process of interpretive ranking and the advantages and disadvantages of each were discussed.

Resilience against negative information can be regarded as an extra-role behavior. Such behaviors occur when consumers tend to use a particular brand without considering their own interests. On the other hand; resilience against negative information can strengthen the intention to buy. Since resilience against negative information and the consumers’ identification with brand are flourishing in the marketing literature as well as consumers’ behavior, this phenomenon has not been studied in the research literature regarding the consumer. Moreover, it is important to pay attention to the proportion of brand-consumer value as a strategic advantage. Furthermore, none of the existing patterns regarding the consumers’ behavior and marketing have investigated the relationship between the parameters of brand-consumer value fit on determining consumers’ identification with brand attractiveness, resilience against negative information, and customer-customer similarity. On the other hand, the international and local studies in the field of consumer-brand identification have only examined the relationship between brand-consumer value fit and consumer identification with the brande, perceptions of the brand, and perceived value. Therefore, the main purpose of this research is to reflect on the antecedents of resilience against negative information among the consumers of digital goods.

The data were collected using survey method and were then analyzed using correlation method. The statistical population of the study included 453 consumers of both mobile phones and televisions in the city of Semnan. In order to collect field data, a questionnaire based on the Likert Scale was used. Finally, structural equation modeling was used to analyze the data.

The research findings showed that the brand-consumer value ratio has a significantly positive effect on brand attractiveness. In addition, customer-customer similarity has a positive effect on brand attractiveness and consumers’ identification. Besides, consumers’ identification has a significantly positive effect on resilience against negative information and brand loyalty. Finally, there was no significant relationship between brand loyalty and resilience against negative information.

Based on the social identity theory, it can be concluded that the value of brand-consumer and customer-customer similarity through determining the consumers’ identification with the brand and brand attractiveness is regarded as an approach to expand the deep relationships with the brand. Such relationships can also lead to resilience against negative information

Entrepreneurial orientation is a valuable structure for understanding how and why some companies are able to grow regularly over time through new ways. The aim of this study is to Investigating the role of Brand Orientation and Entrepreneurship orientation on Brand Performance in Green food producers. This is an applied and descriptive study and has been performed by the survey method. The sample size in this study 94 employees of green food companies in Tehran who were selected by the Cochran sampling method. Data collection in the present study was done in the winter period of 1398 and in order to analyze the data, the structural equation modeling method was used. The validity of convergent and divergent validity was used by software, In order to fit the reliability, Cronbach alpha was used and its coefficient for all research structures is more than 0.7. The results show that brand orientation and entrepreneurship orientation have a significant effect on brand performance. There was also a positive and significant effect between brand orientation and entrepreneurial orientation. Because the heart of entrepreneurial orientation is innovation, green food companies are better able to create creative brands for their products and services and present a different image of their organization in the market. Therefore, adopting an entrepreneurial orientation in manufacturing companies promotes branding in them.

In today's societies, human beings always seek to provide security as an example of their basic needs. The concept of security is a fundamental category in every social system, and social security in society is one of the main priorities. Several factors interfere with the creation of a sense of social security that their lack of presence makes them feel or are prevented from achieving social security, which is one of these factors of social capital.

The present study aims to investigate the relationship between emotional intelligence and social capital in terms of feeling social security. This study was applied in a descriptive and surveyed manner. The statistical population of the study consisted of all people over twenty years old in Shahin-Dezh city, using the Cochran sampling formula, 187 individuals were selected as sample size. In order to collect field data, a questionnaire was used and for analyzing the research data, structural equation modeling was used based on SPSS and Smart-Pls software. The research findings indicate that there is a positive and significant relationship between emotional intelligence and social capital. There was also a positive and significant relationship between social capital and the sense of social security of citizens, because the greater the social capital in society, the greater the sense of social security.

The results of the test indicate that there is a direct effect between emotional intelligence and social capital; therefore, the greater the emotional intelligence of the people of the community, social capital will also increase, and the coefficients of the path that expresses the intensity of the relationship represents the effect of 324 / 0% emotional intelligence is on social capital and social capital is also affected by social security by 0.228%.