soheila khoddami

Augmented reality has garnered significant attention from managers and researchers in recent years. We anticipate the augmented reality ecosystem to continue growing rapidly, with various players such as advertising agencies, software developers, and ad networks playing their roles in the augmented reality value chain. In today's world, businesses are constantly seeking ways to operate differently. Augmented reality technology is changing the way people interact with the physical environment, offering an immersive user experience and creating new opportunities for businesses, regardless of industry. Augmented reality apps offer many personalized features, providing a sense of inspiration and uniqueness. Psychological inspiration is also utilized, motivating individuals to push beyond their real and imaginary limitations and implement ideas. However, there is still a limited understanding of how and why customer interactions with augmented reality apps lead to positive perceptions of customer benefits and inspired behavioral outcomes. Therefore, the current research aims to identify the effect of augmented reality features on the formation of psychological inspiration from a marketing perspective.

The study's statistical population was categorized into online and face-to-face groups. Each group was provided with the study's questionnaire. Before questionnaire completion, participants from both groups utilized augmented reality features within apps such as Houzz, Wanna Kicks, Instagram, and Amazon Shopping for five minutes. The questionnaire in this research comprises 37 indicators, and the sample size consists of 240 individuals, determined using Klein's formula. The research employed a questionnaire as its primary tool, with validity formally confirmed by experts in the field. Additionally, reliability was established through the Cronbach's alpha test, yielding a score of 0.92. The data underwent analysis using structural equation testing. The software employed for the research is SMARTPLS3 due to the non-normality of the data, the sample size, the complexity of the model, and the analysis of the structural equation model.

Upon examination of both the measurement and structural models of the research, the validity of the extracted model was confirmed. The results indicate that interaction with the augmented reality program has a positive and significant effect on utilitarian benefits, with a coefficient of 0.24 and a significant t-value greater than 1.96. The novelty of the experience of using the augmented reality program also has a positive and significant effect on utilitarian benefits, with a coefficient of 0.15 and a significant t-value greater than 1.96. Similarly, the ease of use of the augmented reality program has a positive and significant effect on utilitarian benefits, with a coefficient of 0.29 and a significant t-value greater than 1.96. Additionally, utilitarian benefits have a positive and significant effect on psychological inspiration, with a coefficient of 0.22 and a confidence interval of 99%.

Augmented reality can potentially enhance processes and activities, thereby offering consumers enjoyable shopping experiences. To amplify augmented reality's hedonic benefits, cognitive load can be reduced by realistically enhancing content through visual realization. Moreover, incorporating attractive user interfaces, informative features, and personalized capabilities can further enhance the utilitarian effects of augmented reality. Overall, research indicates that managers, marketers, organizations, and brands can effectively leverage augmented reality technology to enhance and advance their operations.

In the marketing literature, considerable efforts have been made to identify factors influencing impulse buying such as consumer characteristics, store characteristics, situational stimuli, and product characteristics. Most previous research in the field of online impulse purchases has focused on the effects of stimuli or content produced by the marketer. Regarding the effect of online comments on consumer behavior, studies have been conducted which mainly investigated the effect of online comments on the intention and behavior of consumers at the individual level. In fact, few researches have simultaneously examined and compared the environment of an online store from the two perspectives of the ability to create a flow experience in the consumer and the social impact (for example, online comments and its dimensions) on impulse buying. Considering this research gap, this research seeks to investigate the formation of utilitarian and hedonistic values of the consumer in two ways: 1) qualitative and quantitative dimensions of online reviews on the website and 2) the experience of the consumer's flow while using the shopping website
The present study, at the purpose, is applied research and at data collection, it is a descriptive-survey one. The statistical Population of this study is 350 individuals from tehran customers of Digikala and convenience non probability sampling technique is used as a sampling method. We collected the responses through online questionnaires applying social networks. In this research, the data collection tool is a standard questionnaire with 35 questions, the questions of which are adapted from reliable research sources and the items are valued according to the Likert scale from 1 to 5. Structure equation modeling with Smart PLS3 was employed to verify and validate the research model.
 The results of this study show that quantity of online reviews does not have a positive effect on utilitarian and hedonic value and quality of online reviews has no positive effect on hedonic value and also the effect of utilitarian value on browsing was not confirmed. Based on the findings of the research, other hypotheses presented in this study were confirmed. Therefore, from the point of view of the ELM theory, which has divided the paths of influence on decision-making and persuasion into two main paths (based on reasoning) and secondary paths (based on side and surface symptoms) and also considering that in previous studies, the quality of opinions as the main factor and pointed to the number of comments as a secondary factor, it can be concluded that customers were not influenced by external signs such as the number of comments in their information processing and decision-making, and in fact, the justification and persuasion in deciding to buy from the secondary route that It is based on superficial and intuitive signs, it is not done and it was also determined that all dimensions of the flow experience (perceived control, concentration and cognitive enjoyment) have a significant and positive effect on the formation of the utilitarian and hedonic perceived value of the customer based on research hypotheses.
The results of this research indicate that the formation of the Urge to buy impulsively is achieved through the hedonic value of the customers. On the other hand, users' Reviews have not been effective in creating hedonic value, and the influence of the hedonic value of customers has been solely from the experience of the flow and content of the website environment. As a result, based on the findings of this research, the content produced by online store managers has had a greater impact on the formation of the Urge to buy impulsively compared to the content produced by customers. Therefore, it is suggested that website designers use templates that encourage users to comment on the functional features of the product in order to increase the quality of comments. Marketing managers of online stores can strengthen the user's sense of control over the website environment by providing useful and updated content regarding products and services, proper classification and arrangement of product categories, and providing simple and quick access to content for customers. On the other hand, website designers should pay attention to the habits, behaviors and searches of users in order to focus the user on the website in order to create functional and pleasure-seeking value for customers and try to provide content with quality and accuracy and maintain customer focus. The low speed of searching and loading web pages, irrelevant advertisements, flashing texts and images, and ineffective links that open new pages are among the things that divert the focus and attention of customers and should be considered in the design of sales websites. In order to stimulate users' cognitive enjoyment of the website environment, site designers should work on energetic and lively graphic and decorative designs. The colors used on the website pages should have a suitable harmony and in the introduction of the product features, it is suggested to use images, videos and sounds in addition to the texts, so that the user can have a real experience of the virtual environment.

During the past few decades, the evolution of the international economy has encouraged many companies to search for international markets, therefore, organizations need organizational changes in accordance with the environmental conditions in order to improve their performance. So, organizations need to be aware of their international performance.    Due to sudden changes and various environmental challenges in international markets, the performance of companies is very important. Therefore, agility at the strategic level has become a factor that organizations can use to respond appropriately to these changes. These answers can be based on adopting exploration and exploitation strategies that affect the organization's strategic agility. These two ambidexterity dimensions can be the source of strategic alliances. Strategic alliances made by companies can be a factor in responding appropriately to environmental challenges. Therefore, the current research aims to investigate the impact of strategic alliances on the international performance of organizations about variables such as ambidexterity dimensions and strategic agility. The statistical population of the current research consists of companies that have international activities. The sample size includes 227 companies. The tool of the present research is a researcher-made questionnaire whose validity and reliability have been confirmed. Also, the structural equation test and Smart-PLS 3.2 program were used for data analysis. The results of the present study showed that strategic alliance has a positive and significant effect on exploration and exploitation. Also, the results showed that strategic alliance has a positive and significant effect on the dimensions of ambivalence. The dimensions of ambidexterity (exploration and exploitation) also positively and significantly affect strategic agility. Finally, strategic agility has a positive and significant effect on international performance. International performance is influenced by organizational strategies. One of these strategies is creating strategic agility in the organization. On the other hand, the decision to adopt agile strategies is submerged at the macro level, as is the adoption of two-way strategies (exploration or exploitation). The dimensions of the two pillars allow the organization to respond appropriately to environmental changes in an agile manner. But all these strategies are influenced by organizational alliances. Alliances that are seen today at the strategic level are actually the ultimate level of alliance between two or more organizations. Therefore, the purpose of this research is to investigate the international performance of organizations based on strategic alliance, two-column dimensions (exploration and exploitation), and strategic agility.

The current research is in the descriptive-survey category in terms of its nature and collection method. Also, the current research is practical in terms of its purpose. The statistical population of this research is made up of senior managers of Iranian companies that have an international unit. In structural equations, the sample size can be obtained based on the number of research subjects. In between, 227 companies and 364 people completed the questionnaire of this research. Structural equation modeling (SEM) using software PLS was used to examine the relationships between the constructs of this research.

The results of the first and second hypothesis point to the positive impact of strategic alliance on exploration and exploitation. Based on this, it can be suggested that by adopting strategic alliances with other companies in the current competitive environment, further exploitation and exploration can be done. It is suggested to the companies to encourage people working in the organization to cooperate with partners by creating a sense of belonging in inter-organizational relations. Also, understanding the sharing of efforts with partners in the face of problems causes these alliances to have a longer lifespan, which makes them explore using research and development in addition to exploiting the existing situation. Also, it is suggested to the senior managers to be aware of the market and business conditions and be fully aware of the existing differences, because start-up companies, especially small and medium-sized companies, are always accompanied by a lack of environmental resources and knowledge. So, it is better to form exploration or exploitation alliances with other companies that have sufficient experience in the relevant business. Organizational managers suggested to gain more knowledge by adopting strategic alliances and make decisions to lead their organization to discover new opportunities in new markets. Of course, the impact of strategic alliances on exploitation is greater than exploration. Therefore, it can be suggested to the senior managers of companies that creating exploitative alliances can be more effective than exploratory alliances. In fact, in these alliances, companies can adjust products, expand services, and increase savings.According to the third and fourth hypothesis, which refers to the positive and significant impact of exploration and exploitation on strategic agility, it can be suggested to managers to adopt each of these strategies according to environmental changes. It can cause agility at different organizational levels. In fact, with these strategies, the organization adapts itself to environmental challenges. It is suggested that in order to expand products quickly and easily in a new environment, it is better to use discovery-based strategies such as commercializing new products, inventing new products, and using new distribution channels. According to the discovery of emerging products, step pricing methods can be used and in case of increased competition, the type of pricing can be changed in an agile way. Also, for the rapid expansion of products in the current environment, frequent modifications and changes in products and services can be used as well as the introduction of these modified products. Considering the greater impact of discovery strategies than exploitation on strategic agility, it is suggested to use discovery strategies such as inventing new products and using new environmental opportunities that arise from creating strategic alliances. According to the fifth hypothesis, it can be suggested to managers that by acquiring agility at the strategic level, many environmental challenges can be easily solved, which requires rapid changes in the organization's strategies and as a result, products. Therefore, it is suggested to increase their sales volume by changing the variety of products or services available in the markets. Customizing products and services can also increase market share. Other factors, such as quick reaction to competitors' price changes in the international arena and the use of new technologies in production, increase profitability and thus improve the organization's performance.

According to the data analysis, in the current research, it was found that strategic alliance has a positive and significant effect on the dimensions of ambivalence (exploration and exploitation). It was also found that the dimensions of two pillars (exploration and exploitation) have a positive and significant effect on strategic agility. Finally, this research showed that strategic agility has a positive and significant effect on the international performance of organizations.The findings of the present research led to a better understanding of the managers of the factors that affect the international performance of the organization. In fact, it can be said that managers of international companies can influence their international performance by making appropriate decisions. According to the assumptions of the research, it showed that organizations should form strategic alliances with other organizations to easily overcome these obstacles due to the uncertainty and lack of resources they need. On the other hand, the formed strategic alliances are more inclined to take advantage of the existing situation, hence they form strategic alliances of the type of exploitation. Also, the adoption of two-dimensional strategies (exploration and exploitation) will increase the strategic agility of organizations. This effect is much greater when organizations intend to use an exploration strategy than when they have an exploitation strategy. The research showed that strategic agility in today's complex environment improves the international performance of organizations.

The current research deals with the design of the national brand model based on the basic brand constructs. The main goal of the current research is to identify the constructs of nation branding and its underlying factors at the level of creating awareness of Iran's national brand. In this research, the most important constructs of the nation brand, as well as the underlying factors of each construct, were identified, which can be of special help in formulating nation brand development strategies. This research is applied based on purpose and descriptive survey. The statistical population of this study is the letsgoiran foreign tourism corporation. A sample of 360 people was analyzed. According to the results of the partial least squares technique, the most important construct affecting nation branding is brand meaning and brand recognition. In addition, the most effective underlying factor for creating a national brand is the credibility of the national brand and its overall image in the minds of the audience, especially foreign tourists who choose Iran as their destination.

Ethical entrepreneurship is one of the most important effective factors in promoting productivity and progress in industries. The purpose of this study is to design a model of ethical entrepreneurship from the perspective of Islamic values. This study is applied in terms of purpose and descriptive-survey in terms of data collection. To identify the dimensions and components of the ethical model, the background and theoretical foundations of the research were first reviewed and then the dimensions and components of the ethical entrepreneurship model were identified using the fuzzy Delphi method. The validity of the researcher-made questionnaire has been confirmed by experts and the Cronbach's alpha coefficient of the questionnaires is 79 percent, which shows a good level of reliability. The experts of this study consisted of 20 experts who were selected using snowball method. The model designed in this study includes four dimensions: individual level (cognitive processes, responsibility, individual commitment of entrepreneurs and individualism), organizational level (dynamic ability of the organization and competitive market), macro business environment (positive attitude towards service, positive attitude towards vendor, positive attitude towards the brand and positive attitude towards goods) and business ethics in Prophets' tradition and the Hadiths (Elements in accordance with the Holy Qur'an, and Hadiths). The results of qualitative content analysis and quantitative analysis show that whereas the dimensions of business ethics in Prophets’ tradition and hadiths with mean rank of 2.63 are the first priority, the dimensions of organizational level with an average rank of 2.55, the dimensions of the macro business environment with an average rank of 2.43 and the individual dimensions with an average rank 2.40 are the next priorities.

Today, augmented reality is one of the critical factors used in the tourism industry. In the world, the tourism industry uses augmented reality to attract users to tourist attractions. The intention to use augmented reality in mobile phones in the tourism industry depends on people's knowledge level, the users' attitudes, and the acceptance and use of technology. In Iran, the maturity of the application of these programs is at a low level, and Iran, as a tourist destination, needs to improve in introducing and branding the destination. Therefore, the research aims to investigate the impact of the integrated theory of technology acceptance and use, as well as the attitude and technological knowledge to use tourism augmented reality programs on mobile phones. The present research is based on a statistical population consisting of Iranian users of mobile augmented reality tourism applications, the size of which is Unlimited. The sample was taken using non-probability sampling and the sample size was determined using the Kline formula, resulting in a sample size of 216 individuals. The data collection tool is a questionnaire. A structural equation test was used to analyze the data. The results of the research showed that two factors (expectation of performance and expectation of effort) from the four main factors of technology acceptance theory have a positive and meaningful effect, and two factors (social influence and facilitating conditions) have a negative effect on the intention to use the program. have mobile phone augmented reality. On the other hand, the effect of knowledge and attitude towards augmented reality positively and significantly affects the intention to use mobile phone augmented reality programs.

Today, due to increasing significance importance using virtual reality technology, are no longer constrained by have time location when it comes to in their shopping experience. Today, with the availability of virtual reality devices, an increasing number of retailers are utilizing this interactive 3D technology to visualize their products. Simulated experiences create both real and unreal situations, eliciting a positive response from customers and influencing their purchase intentions. In the field of virtual reality adoption, numerous studies have explored the influence of theories like diffusion of innovation and use and gratification on customers' behavioral intention to use virtual reality, particularly in the tourism sector. However, these studies have overlooked the impact of significant negative factors such as perceived cost, perceived physical risk, and perceived complexity. The present study aims to investigate the factors that influence customers' behavioral intention to use virtual reality. This will be based on the theories of innovation diffusion, the theory of uses and pleasures, and the perceived value among individuals who shop through virtual networks.
The present study was conducted with a practical purpose and utilized a descriptive-survey method. The statistical population of the study comprised individuals who make purchases through online networks, with a focus on products that require inspection before purchase. In this study, a statistical sample of 250 has been determined due to the infinite size of the statistical population and by utilizing the relationship between Jackson and Klein. Finally, 250 people have been identified as the research sample using a non-random sampling method. In this study, a questionnaire tool was utilized to gather information, and its validity was confirmed and examined by professors. Reliability was measured using Cronbach's alpha. The obtained alpha is 78%, and it has been approved. To analyze the data, SPSS and Amos software were used, employing statistical methods such as Kolmogorov-Smirnov, t-tests, regression analysis, and structural equation modeling.
The research results confirmed the presented conceptual model. The structural equations also indicated that innovation diffusion, use and gratification theories, and perceived value have a positive and significant relationship with customers' behavioral intention to use virtual reality. Based on the results obtained from the conceptual model, it is evident that use and gratification have the most significant positive impact on mental comfort, with a value of 0.57. Conversely, among the negative relationships identified, perceived complexity has the most substantial negative effect on perceived value, with a value of -0.62. Furthermore, among the variables influencing behavioral intention, perceived value has the most significant impact on behavioral intention.
The results indicate that the customer's perceived value has the most significant impact on their intention to use virtual reality technology. In this context, the greater the extent to which individuals believe that virtual reality technology can fulfill their requirements, the more probable it is that they will opt for this technology. When the perceived value of this technology surpasses customers' expectations and they realize that they receive greater value from the virtual experience compared to the cost, time, and effort invested, they will be more inclined to utilize this technology. Based on this result, it is suggested that the complexity of virtual reality technology be reduced, and all types of customer costs, including tangible and intangible costs, as well as the physical risk of the product, should be considered in the design and use of this technology to enhance the perceived value of customers toward this technology. To ensure a reliable experience, it is recommended to implement measures such as providing online support to promptly address customer inquiries and resolving issues to enhance customer trust and improve their shopping experience.

Customer performance is considered as one of the main factors for measuring the performance of organizations, and it can be considered as a measure to check the results of many marketing activities. In this research, this concept has been examined from the perspective of organizational innovation. Also, the concepts of internal branding and brand orientation have been considered as the key elements of internal brand management with the role of mediating variables. The emphasis on these concepts is due to the increasing importance of the role of employees in branding and creating a better image of the brand in the minds of customers, especially in the field of services. Most of the studies in the field of organizational performance have considered the concept of branding from an intra-organizational point of view. In order to fill this gap, an attempt has been made in this research to examine this concept from an inter-organizational perspective in order to provide a clear picture of internal brand management. So, the purpose of this research is to investigate the effect of organizational innovation on customer performance with an emphasis on the mediating role of internal branding and brand orientation.

This research is practical in terms of its purpose, and the method of data collection is a descriptive survey. A field survey was performed to collect the primary data, and library work was done for the secondary data. The statistical population consisted of the managers and employees of Bank Mellat in Tehran, and 247 of them were selected as a sample using the convenience sampling approach. The data were collected through a questionnaire, the content validity of the questionnaire was confirmed by academic experts, and the reliability of the questions was measured with the SPSS software. Cronbach's alpha was at the optimal level and above 0.7 for all the dimensions and variables. The data were analyzed with the structural equation modeling method and the third version of the SmartPLS software.

The data analysis was done in two descriptive and inferential sections. In order to describe the findings and to measure the fit of the research conceptual model and hypothesis testing, descriptive statistics, inferential statistics and structural equation modeling were used, respectively. At the descriptive level, statistical indicators such as gender, age, last degree, and work experience served to describe the demographic characteristics of the sample. At the inferential level, structural equation modeling was done in three parts. First the measurement model examined the validity and reliability, which was confirmed. Second, the structural model shows how the latent variables were related together. The results of this section showed that the coefficient of determination for the endogenous variables of the model was within the accepted range. Also, the output of the path coefficients and significant numbers confirmed that innovation is antecedent of internal branding and brand orientation. It also confirmed that innovation affects customer performance through internal branding. Third, the general model, which actually included both measurement and structural model parts, confirming the fit, and the fit check was completed in a model. The information in his part of the data analysis confirmed the strong fit of the research model.

The conceptual model of this research helps Bank Mellat managers to improve customer performance from the perspective of organizational innovation and internal brand management. The focus of the current research is on improving customer performance based on the marketing approach. Innovation is a marketing capability that has an intra-organizational nature, and this study has shown that brand management can be reinforced with an inter-organizational approach. Besides, institutionalizing the culture of innovation in the bank provides platforms for the ease of cooperation among employees and increases the involvement of the employees in the bank. In such an organizational environment, employees are more eager to provide innovative proposals. These innovative proposals can help the bank to differentiate itself from its competitors and solve its customers' problems more qualitatively which improves bank brand orientation. The acceptance of these suggestions by the bank, on the one hand, will turn the employees into a source of innovation and useful ideas in the organization. On the other hand, it will strengthen the internal branding processes. In the process of accepting employees’ proposals, bank managers should arrange meetings to justify and train employees to inform them of the brand orientation programs and to develop their skills in delivering the brand promise. As a result of these actions, the employees feel encouraged by the bank, which improves internal branding. Accordingly, Bank Mellat managers can improve customer performance by adopting innovative approaches through reinforcing their internal branding.

Many companies face various challenges due to insufficient knowledge about organizational knowledge management, and if they do not adopt appropriate strategies, they will lag behind their competitors. Therefore, organizations are responding to these challenges by using strategic standpoints such as ambidexterity dimensions, strategic brand management, and acquiring organizational knowledge such as organization process control knowledge (Six Sigma) to improve the performance of their brand or organizational brands. The purpose of this research is to investigate the impact of organizational process control knowledge on the performance of Iranian brands based on individual creativity, strategic brand management, and ambidexterity dimensions (exploration and exploitation). The present research was conducted using a descriptive-exploratory method. The statistical population consisted of Iranian companies currently active in Tehran city. The sampling was done through non-probability convenience sampling, and the sample size was determined to be 301 using the Kline formula.. The data collection tool was a questionnaire, and its validity and reliability were confirmed. The method of data analysis was structural equations, using the SmartPLS program. The results showed that organizational process control knowledge has a positive and significant effect on the dimensions of ambivalence. Additionally, the dimensions of ambivalence have a positive and significant effect on individual creativity and strategic brand management. Finally, the research showed that individual creativity and strategic brand management have a positive and meaningful effect on brand performance. Ultimately, it can be stated that knowledge control within an organization, which is one of the processes of organizational knowledge management, significantly impacts brand performance.

Despite the vital importance of emotional intelligence and communication capabilities in the organization's external relations and performance, their role in improving export performance has been less studied. Relying on the theory of emotion regulation in exports, in the present study, a model has been proposed to examine the links between exporters' emotional intelligence on export performance. The present study is applied in terms of purpose and based on the method of data collection, descriptive and survey type. To analyze the data, structural equation modeling method with partial least squares method in LISREL software has been used Data were collected through the distribution of questionnaires among Iranian carpet exporters in Tehran and Mashhad. The content validity of the questionnaires has been confirmed by experts and the reliability of the questionnaires using Cronbach's alpha coefficient method. And composite reliability was calculated. For data analysis, structural equation analysis and one-way analysis of variance (ANOVA) and its non-parametric alternatives, namely U-Mann-Whitney and Kraskal-Wallis tests were used. The results show that higher levels of exporter emotional intelligence increase social interaction with the importer while reducing the distance between their working relationships. Relationship ability is positively affected by communication and social bonding but negatively affected by distance and conflict. The results also confirm the direct and positive effect of relationship capability and emotional intelligence on export performance. According to the findings of the research, exporters can improve their conditions and final profit by providing more training in the field of emotional intelligence and paying attention to different dimensions of the communication atmosphere.

The development of social media has made business owners think about these media as a tool to communicate more with customers and introduce their products and services. One of the major challenges in this area is measuring the impact of social media marketing activities on a brand's success. Therefore, the purpose of this study is to investigate the impact of social media marketing on brand equity and consumer behavior among Dorsa brand customers who also follow the brand's pages on social media. The present study is an applied research that has been done in a survey. The statistical population of this study includes social media users who follow the official pages of Dorsa brand in these media. On the other hand, the reason for choosing Dorsa Leather is that this brand is engaged in advertising and branding activities on social media, especially Instagram. In this study, the sample size is 200 people. Also in this research the available sampling method has been used as the sampling method. Based on the results of significant value and path coefficients, social media marketing has a positive and significant effect on customer response and brand equity. Also, brand equity has a positive and significant effect on customer response. Because the significance value of all direct hypotheses of the research is greater than 95% at 95% confidence level. Also in this study to test the fourth hypothesis of the study, the VAF index or the inclusion of variance has been used. According to the obtained numbers, it can be concluded that brand equity has a full mediating role in the impact of social media marketing activities on customer response in luxury brands. That is, our mediating variable makes the whole effect of the independent variable dependent on its presence.

The phenomenon of value co-creation in the form of a value network is considered one of the new approaches to success in business management. The purpose of this research is to present a model that introduces different dimensions of the value network of renewable energies in the consumption sector of the industry.

The current research is of a qualitative type, in terms of exploratory nature, and was conducted by the data-based conceptualization method. In order to collect data, semi-structured and in-depth interviews with 24 experts and activists in the field of renewable energy and industries were used and they were selected in a non-probabilistic snowball method.

Qualitative data were collected based on Strauss and Corbin's (1998) data-based conceptualization coding method. To evaluate the validity of this research, Guba and Lincoln's (1994) validation technique and to measure the reliability of the research, the evaluation of the within-subject agreement of two coders were used. Total of 171 indicators and 24 categories in 6 dimensions were obtained for the model.

The causal conditions of the renewable energy value network are social responsibility, competitive advantage in the macro view, energy imbalance, and support for value network projects. Background conditions are political, economic, and cultural conditions. Intervening conditions are high-handed documents, ability, and competence of managers and consequences, sustainable development, economic development, national security, non-operating defense, export expansion, quality of life, international status, technology development, social welfare and product development, and market.

In the present study, the antecedents and outcomes of the destination brand authenticity are investigated. The study of antecedents from a psychological perspective and brand identity and the study of outputs from both an emotional and behavioral perspective in the tourism industry. The present study is an applied research in terms of purpose and a descriptive-survey research in terms of research methodology. The statistical population of the study is all foreigners who have traveled to Iran so far and in this regard, 253 people are examined as a sample. A questionnaire tool was used to collect information. The collected data are analyzed using Smart PLS 3.0 and SPSS software and the analyzes are performed using confirmatory factor analysis and structural equation modeling. Findings showed that the destination brand heritage, the destination brand experience and the destination brand self-congruence are as antecedents factors on the destination brand authenticity that destination brand self-congruence has the greatest impact on the destination brand authenticity. Also, the destination brand authenticity has a significant and positive effect on the desination brand engagement and the destination brand love, and it has had the greatest impact on the destination brand love.

This study examines augmented reality technology from the perspective of flow experience based on virtual liminoid theory. It seeks to determine whether the flow induced by virtual liminoid theory in augmented reality purchasing systems affects consumer outcomes. An augmented reality application in the clothing field, specifical footwear, was used to perform a simulated experiment between individuals with 300 participants selected by a non-probabilistic sampling method to achieve this goal. Out of 300 standard questionnaires distributed among the participants, 290 usable questionnaires were made available to the researcher. The study's statistical population is all Kharazmi University (Tehran-Karaj Branch) students who have used augmented reality technology in the clothing industry at least once. This research is a descriptive survey in terms of practical purpose. Data analysis was performed using the partial least squares method of structural equation modelling in SMART PLS 3 software. The results showed that the virtual liminoid theory, in general, and the two components include a sense of ownership and ownership control each having a positive and significant effect on the flow experience. However, the effect of the self-exploratory interaction element on the flow experience was not confirmed separately. Flow has also a positive and significant impact on two consumer outcomes, including information usefulness and enjoyment. Finally, two consumer outcomes include information usefulness and enjoyment, each positively and significantly affecting satisfaction with augmented reality experience. The managerial and practical conclusions of marketers and designers to support the creation and implementation of augmented reality technology in the consumer field are also presented.

This study analyzes the effect of business intelligence on firm performance by considering the mediating role of knowledge sharing, organizational innovation, and competitive advantage.

The following research is applied research. Since this study examines the relationship between several variables, for example, the relationship between business intelligence variables on firm performance, and it does not manipulate these variables, it is descriptive correlational research. The statistical population of this research is small and medium entrepreneurs in Tehran province. The method of data collection is a questionnaire. The number of items in the questionnaire is 42, the sample size of which is 202 questionnaires, and all of them have been completed rightly. Structural equation modeling and SPSS and PLS 3 software were used to analyze the data.

This research has 7 hypotheses, 5 hypotheses of the research have been confirmed and the findings indicate that business intelligence has an impact on the sharing of competitive knowledge and firm performance. This shows that managers should pay attention to the implementation of business intelligence in their organization to enhance their performance and increase their ability to respond to external risks and challenges. The findings of this study also show that knowledge sharing impacts competitive advantage and finally, competitive advantage impacts firm performance.

Originality/Value:

 The results of this study showed that the use of business intelligence in the organization and small and medium entrepreneurship will lead to increased performance, competitive advantage, and increased knowledge sharing. This research can help organizations to use business intelligence in their activities in a more specialized way.

The purpose of this study was to investigate the effect of business intelligence, foreign market knowledge and entrepreneurial characteristics on the speed of internationalization with the mediating role of organizational agility in SME pharmaceutical companies in Alborz province. The statistical population of this research was formed by those who hold a position and responsibility in SME pharmaceutical companies. In fact, they are decision makers. Therefore, it is possible to consider those who are part of the managerial positions, assistants, supervisors, senior decision makers, board members, and experts of different departments of SME pharmaceutical companies of Alborz province as members involved in the statistical population. did In this research, Klein's approach was used to determine the sample size. He believes that 10 or 20 samples are necessary for each variable. Considering the presence of 8 variables in the research, the sample size is estimated to be 20 times that is 160 samples. Non-probability sampling method was used. A researcher-made questionnaire was used to collect data and its Cronbach's alpha coefficient was 0.950, which indicates the reliability of the research tool. Also, the KMO test was confirmed in the validity of the research instrument construct. Smart PLS software was used to analyze the data and test the research hypotheses. The research findings out of the ten mentioned hypotheses show the confirmation of seven hypotheses and the rejection of three hypotheses. The foreign market knowledge construct did not show any positive and significant relationship with organizational agility structures and the speed of internationalization and also its mediating role was not confirmed. But other structures, namely business intelligence and entrepreneurial characteristics, showed a significant and positive relationship with organizational agility and the speed of internationalization, both directly and indirectly through the mediating role of organizational agility.

Today, businesses need tools other than the marketing mix to survive in highly innovative and sophisticated marketplaces. Gamification is one of the best tools with its potential to create behavioral change and create different values for businesses.

For this purpose, the present study was conducted to identify the gamified benefits of customer in Iranian online stores. The present study is qualitative research in which 10 semi-structured interviews were conducted with 10 marketing experts working in Iranian online stores based on the principle of theoretical saturation. The data obtained from the interviews were analyzed by theme analysis method.

The results of data analysis showed that cognitive benefits, integrated personal benefits, integrated social benefits and financial benefits are those benefits .Also, the results of data analysis showed that Gamification increases the likelihood of customers buying by making applicable and amusing.

The cognitive benefits of gamification are actually related to providing the need for learning and entertainment and pleasure in customers, the integrated personal benefits are related to providing the needs of status and reputation, self-efficacy and overcoming challenges. Also, integrated social benefits are related to meeting the needs of dating, competing with others, and sharing experiences. Finally, financial benefits of customers refer to satisfying the need for rewards, prizes and any kind of material benefits. Therefore, when using gamification, marketing specialists should pay attention to this category of gamification benefits and by covering all of them, meet more needs of customers to promote their desired behavior among customers.

Brand gender is an important factor in the demographic structure of the brand that the various consequences of which have been studied. Considering the role of gender in strengthening self-concept and the formation of behaviors, the present research has studied the relationship between brand gender and passion-driven behavior which is an important behavior in the formation of brand equity. Therefore, the purpose of this study is to deeply understand the relationship between brand gender and passion-driven behavior with the analysis of the mediating role of consumer engagement and brand love in Instagram. The method of this research is applied in terms of purpose and descriptive survey method. The statistical population of the research is Instagram users of SAARC, SLEBEN, HAKOPIAN and LCM brands. The sample size is calculated based on Klein formula. 174 questionnaires for men and 154 questionnaires for women were collected and analyzed based on structural equations. Findings showed that the masculine and feminine characteristics of the brand do not have a positive and significant effect on passion-driven behavior. Consumer engagement and brand love are influenced by masculine and feminine characteristics, but the intensity of the effect of masculine brand identity on consumer engagement and brand love is greater than female one. Brand gender also indirectly affects passion-driven behavior of women and men by influencing consumer engagement and brand love.

In today’s competitive business environment, one of the most important factors in business success is consumer loyalty. Introducing innovative products to the market is a major way of creating consumer loyalty. Since many of these new products are made based on the managers’ perception of innovation and do not consider consumer perspectives, they cannot succeed. In order to ensure that innovations will be more successful in the market, a consumer-centric perspective is essential.  In fact, innovative products lead to a sense of satisfaction and ultimately loyalty in the consumer, in terms of both providing functional and melancholic capabilities and creating a positive and hedonistic emotional experience. Summarizing the studies in this field, it is clear that a study that simultaneously examines the drivers and consequences of perceived innovation and proposes related theoretical structures in the form of a useful model for better understanding of consumer reactions to innovations. Therefore, this study aims to fill the gap in the research literature to examine the drivers of consumer perception of innovation and the way these factors can lead to functional-cognitive and emotional-experimental pathways. This research aims to design a model for the consumer loyalty based on the antecedents of consumer perceived innovativeness (CPI) with an emphasis on functional-cognitive and affective-experiential approaches.

This research is practical in terms of purpose and descriptive-survey in terms of methodology. The statistical population of the study is the consumers of LG brand home products in Tehran. The Klein formula is used to estimate the sample size, according to which the sample size is 5 to 10 times the number of indicators. The number of indicators in this research is 45. Therefore, according to Klein's formula, the number of samples can be from 225 to 450 and a non-probabilistic sampling method is available. A total of 310 consumers of “LG brand name” responded to a questionnaire. The data were collected, tested and analyzed by the SPSS and LISREL software programs.

In this study, in order to analyze the collected data, first at the descriptive level, statistical indicators are used to describe and summarize the demographic characteristics of the sample in the study, including gender, marital status, age, last degree, and occupation, The amount of income is paid, and, then at the inferential level, the significance of the "observed variables" versus the "hidden variables" is determined and the fit of measurement models is obtained through a "confirmatory factor analysis". Finally, in order to investigate the accuracy of the hypotheses and the relationships between the research variables, the "structural equation model" and, in particular, the path analysis technique are used.. Fitting the indices show good values. The normal chi-square value is 2.57, which is in the acceptable range of 1 to 5. Therefore, the structural model has a good fit. Also, since the RMSEA fit index is 0.039, which is less than 0.1, the model has a good fit. Other goodness-of-fit indicators have also been accepted in the range. The results indicate that the perceived newness and the perceived relative advantage are the antecedents of consumer perceived innovativeness. Consumer perceived innovativeness affects satisfaction and ultimately the consumer loyalty through two routes including functional-cognitive and affective-experiential routes.

The contribution that this research can make to LG in the field of home products is that, with the help of this model, the company can have a better understanding of the consumer response to innovation, because such products are emotional and cognitions affect the consumer. If the company tries to meet consumer expectations, offer new products with good quality and pay attention to quality, it can only increase functionality for the consumer. In order to strengthen the positive feeling in him, there is a need for symbolism (aesthetics) and uniqueness. Thus, positive feelings are evoked in the consumer. The positive feeling and functionality that an innovative product brings for the consumer can lead to his satisfaction and consequently his loyalty. The company's innovative efforts can focus on the two consumer processing pathways that we have identified. With a clear understanding of consumer perception of innovation, LG senior executives can make their marketing plans. Decision making in this area is also a function of product category and the type of consumer attitude towards innovation.

The adoption and use of wearable technology are highly increasing. Due to its significant differences with other new technologies, its consumer adoption needs further investigation. In the field of wearable technology products, the focus of the present research is on smartwatches. Therefore, the current study examines the impact of consumer's need for uniqueness and cosmopolitanism on innovation adoption of smartwatches, considering the mediator role of domain-specific opinion leadership, innate innovativeness, and domain-specific innovativeness. This research is applied in terms of purpose and is descriptive-survey in terms of collecting information method. Given that young people and especially educated ones make up the bulk of smartwatch users, students of public universities in Tehran are considered as the statistical population. Of these, 146 people were selected as the sample based on Jackson's (2003) definition to estimate the required sample size. The data gathering tool is the questionnaire that is collected through the available method from the sample. Data analysis which was performed by structural equation modeling using Smart-PLS software indicates that two personality traits, cosmopolitanism (through positive impact on innate innovativeness) and consumer's need for uniqueness (through positive impact on domain-specific opinion leadership), indirectly increase domain-specific innovativeness and this increase in domain-specific innovativeness subsequently increases consumers innovation adoption.

Today, increasing competition in the education sector shows the growing importance of the university brand in educational institutions. Therefore, this study shows the factors affecting the brand performance of the university and the effect of using two strategic orientations simultaneously (entrepreneurial orientation and interactive orientation) on brand performance with the mediating role of extractive and exploratory capabilities (Ambidexterity). The present study is applied in terms of purpose and descriptive-survey method. The statistical population consists of all graduate students and doctoral students and university professors with business majors in prestigious public universities in Tehran. A sample of 285 people based on Klein formula and available sampling method was selected from among them Is. Structural equation modeling and PLS software were used to analyze the data. Findings show that there is a significant relationship between entrepreneurial orientation and interactive orientation with brand reputation with mediate role of extractive, exploratory and brand performance variables. The research framework helps university administrators design appropriate strategies to create the desired position in the minds of stakeholders.

Given the importance of gamification activities in online stores, successful online marketing strategies include finding different ways to increase brand appeal and brand value. The majority of the businesses apply gamification activities in order to achieve loyalty and desirable consumer behaviors; the managers in this area, however, have paid little attention to other possible outcomes of this concept. Since the previous studies have examined the effects of gamification activities in accordance with the behavioral outcomes such as customers’ loyalty and the brand-customer relationship, which is an important behavioral precondition, has not been addressed, the present study aimed to investigate the effects of gamification marketing activities on the dimensions of brand appeal from the customer-brand perspective based on the analysis on Digikala online store.

The present study is applied in terms of purpose and descriptive-survey in terms of data collection. The statistical population of this research included the customers of Digikala online store. Non-probability available sampling method was used for the selection of the participants. Based on Jackson’s formula, the sample size was estimated at 221. A questionnaire was used to collect data whose validity was confirmed through content validity and its reliability was confirmed using Cronbach’s alpha coefficient as well as combined reliability coefficient. Descriptive data analysis was performed using SPSS software and the hypothesis were tested based on structural equation modeling using SMARTPLS3 software.

The results of the present study showed that the experience of gamification marketing activities has a significantly positive effect on functional value and hedonic value. Besides, hedonic value has a significantly positive effect on the obsessive as well as harmonious brand appeal. In addition, functional value has a significantly positive effect on harmonious brand appeal, but it does not have a significant effect on obsessive brand appeal.

In addition to valuing the gaming and entertainment experience for the customers, gamification activities support the creation of a functional value as well. On the other hand, the gamification experience by the customers can create a feeling of pleasure, joy, and excitement while interacting with the company’s activities such as shopping or reviewing the website. Moreover, creating values such as efficiency and cost-effectiveness of goods or services can lead to a kind of appeal that emphasizes the desire for autonomous internalization of the brand in the individuals’ identity and is consistent with other customer activities. Besides, when customers experience the feelings of pleasure, joy, and excitement in the process of buying or interacting with the company, it leads to the formation of a sense of appeal which creates an obsession in interacting with the brand; thus, they would sometimes tend to buy things for no special reasons. Consequently, in the process of buying or interacting with the company, the customers might experience feelings of pleasure, joy, and excitement which lead to the formation of sense of appeal in them which is also in harmony with other aspects of their lives and is automatically internalized in their identity.

Although researches in the field of brand loyalty started with Copeland (1923)’s study of “brand resistance”, but yet, this subject is considered as one of the most important subject in field of brand. The concept of brand loyalty is known as the driving force and one of the most important indicators in marketing actions especially tourism destinations marketing. The aim of this study is to forecast and discuss tourist's destination brand loyalty, according to former experience of tourists from visiting the destination, brand personality of the destination in mind of tourists and brand equity of destination. The research method is practical, and its descriptive survey Structural equation modeling with PLS software was used to analyze the data. The findings indicate that destination’s brand experience and destination’s brand equity have positive and meaningful effect on destination’s brand loyalty. Also destination’s brand personality has positive and meaningful effect brand loyalty through functional congruity doesn’t play mediating role in the relationship of destination’s brand personality and destinations brand loyalty.

Different brands have created their own brand communities to build customer-brand relationships in social networks to communicate and promote their new products to customers and encourage them to collaborate. Brand communities as a marketing tool facilitate social exchange among customers. The purpose of this study was to investigate how customer engagement is involved in effective branding collaboration in social media. This research was applied in terms of purpose and descriptive-survey in terms of method. The statistical population of the study included all students of Kharazmi University in Tehran who have an account in one of the social media. Among them, 216 students of Kharazmi University were selected through the available sampling method and the data were collected through a standard questionnaire. Data analysis was performed using the structural equation modeling method in PLS software. The results showed that engagement motivation (motivation to create a relationship, search for entertainment, information search, and visual aesthetics) had a positive effect on customer engagement in the brand community on the social media. The positive and significant impact of customer engagement in brand social media on brand trust, brand loyalty, and word-of-mouth advertising was also confirmed. But, the effect of word-of-mouth advertising in social media brand community on collaboration wasn’t confirmed.

In marketing management, consumer purchase intention is one of the important factors influencing marketing decisions and planning processes and identifying suitable strategies. Marketers use consumer purchase intention to make decisions about current and future products. Being aware of the factors affecting consumers' buying intent can help marketers to adopt more appropriate strategies, set up branding processes, and ultimately choose the most efficient marketing mix. The purpose of this research is to consider the effect of fantasy proneness and alienation on purchase intentions emphasizing nostalgia proneness and brand heritage. This research is applied in terms of objective, and descriptive-survey in terms of data collection. The statistical population includes consumers of Minoo brand as one of the oldest and nostalgic brands of food industry in Iran. Data are collected by questionnaire with convenience sampling and analyzed by structural equation modeling (SEM). The results show that fantasy proneness and alienation positively affect consumers’ nostalgia proneness. Also, nostalgia proneness impacts positively on brand heritage and brand heritage can increase purchase intention through mediating variables of brand trust, positive emotions, brand commitment and brand attachment.