دکتر صبا صارمی نیا

Nowadays businesses by identifying the components affecting the dimensions of customer engagement and mining the data that are produced by customers and with suitable marketing activities can attract more and more customers and eventually have more useful and updated marketing. This research “Ontology of customer engagement in social networks from the perspective of customer needs and business requirements” uses a systematic review of the literature and content analysis that is presented in two main dimensions: “Engagement components from the perspective of customers” and the classification of customer engagement sub-components from a functional and content perspective of business as “Engagement components from a business point of view”. In such a way that a two-sided relationship between the customer and business active in social networks is presented. The layer of customer’s perspective is presented in three layers: “Behavioral”, “Cognitive” and “Emotional”. These components measure the impact of focusing on 30 sub-components of the activities of active businesses and other customers in social networks on customer engagement. Moreover, the layer of a business’s perspective is categorized into 7 sub-groups: “advertisements based on functional value”, “content”, “aesthetics and customization”, “social-psychological”, “temporal and contextual”, “interaction” and “technology”. The proposed ontology has been evaluated using survey research with help of users’ and customers’ opinions on social networks. In this step, by purposeful sampling and using an online questionnaire, the components from a business perspective as a common measurement index between the two existing perspectives were evaluated. The sub-components of the proposed ontology were accepted based on Friedman’s test. The results of statistical analysis show that its layers are homogeneous with 95% confidence and the layer “advertisements based on functional value” has the greatest impact on increasing customer engagement.

E-business allows organizations to reach more consumers in a much wider economic market. This capability in the information age has caused it to be used as a development solution in business and as an alternative of interest for new businesses. However, the influence of many components and the increasing change in information technology have caused its successful application as a challenge for the organization. One of these challenges is the cost of simultaneously paying attention to all aspects of success in electronic business and the short-term effect of those components. Therefore, identifying all the components affecting the success of e-business and prioritizing them can be effective in advancing organizational goals. The present study uses a conceptual model of the components affecting customer relationships in e-business, using a systematic literature review and qualitative content analysis. The proposed model consists of five dimensions: ‘use of social media’, ‘customization’, ‘applicability of social media’, ‘customer interaction approach’, and ‘website quality’. These structures consist of 16 components and 38 sub-components. The proposed model has been investigated and statistically analyzed through a survey by e-business experts. The results show that ‘advertisements’ in instant messengers are of considerable importance in establishing effective communication with customers and attracting new customers (95% confidence). According to experts’ opinions, it is worth mentioning that some components such as ‘ease of ordering’ and ‘security of payment’ have lower importance, and this can be the result of turning these components into mandatory business features.

By examining the religious books of Muslims, it can be acknowledged that no religion as much as Islam does not value thinking and knowledge. However, in the present era, knowledge has been introduced as a key asset in development and competitiveness, and knowledge management has been introduced as a new and necessary solution to increase productivity. But this seemingly new managerial concept was introduced 1400 years ago in the Qur'an and other religious books and has been explicitly mentioned by the Holy Prophet and the Imams. The knowledge management literature review arises from "business experiences and studies" and despite the many explicit and implicit references to knowledge and wisdom in Muslim religious texts; these texts have not been analyzed in terms of identifying structures related to knowledge management. Therefore, in this study, to develop the "knowledge management framework derived from Islamic texts"; the qualitative content analysis of the "wisdom of Imam Ali in Nahj al-Balaghah has been used. The identified main components are classified into six general categories: "causal conditions", "knowledge phenomenon from the perspective of Islam", "contextual conditions", "interfering factors ", "strategies and best practices "and" Individual and social consequences resulting from the implementation of knowledge management "from an Islamic perspective. In the next stage, by calculating the correlation coefficient of components and sub-components, a "conceptual framework of Islamic knowledge management" has been developed.

Knowledge is a major strategic resource for the development of the competitive ability of organizations. But the implementation of KM is still challenging. One of the solutions for this challenge which is mentioned in KM literature is KM roadmapping. The purpose of this article is to facilitate the “organizational KM roadmapping” by developing an organizational ontology. Ontologies provide a framework for facilitating knowledge sharing and creation by modeling the domain of discourse formally. The proposed ontology has developed beneficiary literature review in “organizational KM roadmapping” and “organizational ontology” areas. Initially, the fundamental concepts and relationships involved in all aspects of “organizational KM roadmapping” are analyzed in detail and ontology is presented. In the first phase; the basic ontology entities have determined. In the second phase, these entities have been studied and specified precisely based on the KM Roadmapping and the object and data properties have defined. In the third phase, some instances have been added to the presented ontology based on data properties and the ontology has been utilized for KM roadmapping in a case study.

Nowadays, innovation and organizational agility are competitive advantages and Knowledge Management is one of the most important tools for creating competitive advantages; meanwhile, having clear strategy is one of the ways to achieve prosperity in knowledge management. Also, storytelling is presented as a simple and guaranteed tool for KM implementation. Therefore, this research has been done to present a Conceptual Strategic Model for Storytelling in Knowledge Management in two basic stages and in seven steps. The presented model has been suggested the following stages by concentrating on “People”, “Process” and “Technology”: The first stage, “Philosophy and Theoretical Fundamental Step”, has one single step “analyze organizational mission, vision and strategy”, from storytelling in knowledge management point of view. In this stage, the optimum organizational mission, vision and strategy have been determined based on effective elements. The second stage, “Executive steps” consisted of six steps that is commenced with “Status Quo Analyzing” from intra, inter and extra organizational point of view in which by “Determine Favor Status” step, “Selecting And Developing - Storytelling in KM Solution” has been appointed. At the end of this process by “Selecting the optimum storytelling in knowledge management strategy”, the strategy has been implemented and improved by the use of comprehensive feedback. Consequently, the proposed model has been evaluated by survey research using experts’ opinions (in strategic and knowledge management scopes) by purposeful sampling and snowball technique in an online survey. Based on statistical analyses the proposed model has been accepted by a certainty of 95%. Also, Friedman Test shows the layers of model have been homogenous with a certainty of 95%.