zohreh dehdashtishahrokh

One of the ways to develop any science is to rethink of its foundations and assumptions. Considering the increasing progress of various sciences in the new era, and the weakening of humanities, the necessity of rethinking in humanities is a vital matter, Since the human sciences are directly related to the knowledge of man, as the role of man in the new age has become more prominent, one should seek a more complete knowledge of humans at the individual and the social levels. Unfortunately, despite the multifaceted nature of human existence, the presuppositions governing the present humanities are still dominated by positivist paradigms, and when it comes to other perspectives such as exegetical or postmodern, they remain at the level of slogans, and researches and theories are limited. But the science of physics, by entering into some philosophical and metaphysical concepts, is moving towards a unitary paradigm. Unitarian theories of physics, which emphasize the multi-dimensional nature of existence, present a new point of view in which the inability of experience or human mind to recognize a phenomenon does not mean that it does not exist. In this research, with the help of content analysis method, we investigate the existing gaps in the five paradigms of the contemporary science, and in order to solve these gaps, we introduce unitary ontology.

This research seeks to provide a model for explaining the dimensions of customer sentiment management of asset management services, including investment funds and portfolio-managed accounts, using meta-synthesis application. By reviewing and screening 254 papers written between 2002-2022, coding was done by studying 49 studies. Finally, the components were classified with 32 final codes as basic themes and 5 codes as organizing themes. The reliability and validity of the model were calculated by a Kappa coefficient equal to 0.78, which is at the level of excellent agreement. Since this study uses the meta-synthesis method, its innovation is a method that examines all national and international studies in this field and identifies the dimensions of the subject completely and comprehensively for the readers. According to the results, the components of customer sentiment management dimensions of asset management services were categorized with five themes including the importance of sentiment management, influencing factors on customer sentiments, sentiment characteristics, sentiment management practices, and results of sentiment management. The results can be used by managers of asset management institutions in designing strategies for managing customers' sentiments.

The purpose of this research is to qualitative content analysis of the underlying approaches and theories of dynamic marketing capabilities and provide a comprehensive typology of them. Therefore, by reviewing the articles from foreign databases, including Scopus, Web of Science, and Google Scholar, as well as domestic databases of the country, using the qualitative content analysis and based on the theoretical sampling method, finally, 61 articles were selected and reviewed in the period from 2000 to 2023. The findings of the present research, while identifying various theoretical approaches and underlying theories related to them, have classified eight identified approaches into three general categories in the following order: the first category (primary approaches), including resource-based and knowledge-based approaches; the second category (intermediate approaches), including micro-foundations, multi-level (hierarchical), and process approaches; and the third category (new approaches), including system approaches, configuration, and capability architecture. The results also showed that by using more integrated approaches such as the systemic approach, hierarchical approach, and capability architecture by future researchers, it is possible to develop more executable frameworks and models in the field of marketing dynamic capabilities by examining the interaction and interweaving of various capabilities at different levels. The results also show that considering the necessity of self-sufficiency in the production of domestic goods and the importance of exporting non-oil products in the country, the approach of dynamic marketing capability provides the possibility for company managers to discover the obvious and hidden needs of customers by absorbing knowledge related to the market and accurate monitoring of environmental opportunities to offer new products and services according to the needs and demands of customers.

Instagram is widely recognized as one of the most popular digital platforms. Therefore, it is crucial to gain a comprehensive understanding of the goals and motivations of its users in order to effectively engage with this social media. This article presented the findings of a qualitative research study aimed at examining 26 Instagram users, who dedicated a minimum of 2 hours per day to the platform. The researchers employed the laddering interview method and means-end chain analysis to uncover the participants’ mental maps, resulting in the identification of 7 features, 14 functions, and 7 values represented by distinct ladders. According to the audience's perspectives, the most prominent feature of Instagram was its availability, while the most prevalent function derived from the research was the aspect of enjoyment. Furthermore, social compatibility emerged as the predominant value among the participants. These research outcomes highlighted Instagram as a distinctive social platform offering a diverse range of features that facilitated social connections and content sharing. By fostering a sense of amusement, Instagram enhanced communication quality and provided users with multiple values, including the ability to exert influence, mental tranquility, freedom, comfort, and success. The findings of this research held significant implications for companies and businesses seeking to formulate effective strategies and approaches to attract and retain Instagram users. Additionally, these study results could inform enhancement of design and development practices, not only for Instagram, but also for similar social platforms.

The purpose of this research is to investigate the effect of internet marketing capabilities on the export performance of companies. The research method is a descriptive survey type and The studied population included CEOs and board members of food exporting companies in Tehran (who have engaged in internet marketing). In this research, we used120 questionnaires for 63 selected companies as a statistical sample. In order to analyze the data, using the structural equation method and using SmartPLS software, results were obtained that show that Internet marketing capabilities have an effect on the export performance of companies. Also, Internet marketing capabilities have an effect on the export performance of companies due to the mediating role of international strategic orientation, access to information, information technology infrastructure, and international network capabilities.Therefore, the results of this research paper are applied and useful for the companies which are active in the field of export and international trade.

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

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

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

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

Diaspora marketing is a widely used term in international marketing research, but it lacks a cognitive framework to create convergence in extension and semantic interpretation. This study aims to identify a theoretical framework for diaspora marketing with a meta-synthesis approach. The research is applied with a qualitative methodological approach. The statistical population includes diaspora marketing research, the sampling method is judgmental, and the sample size is 47. According to Hoon's meta-synthesis, data analysis includes extracting and coding data, analyzing on a case-specific level, synthesis on a cross-study level, and building theory from meta-synthesis. Findings show that the diaspora marketing theoretical framework has 76 concepts, 21 subcategories and 5 categories. Categories include diaspora evaluation, country of origin evaluation, diaspora marketing process, diaspora marketing outcome for brands and diaspora marketing outcome for country of origin. Although extensions of diaspora marketing are often related to the country of origin brand, its semantic interpretations are influenced by the country of origin evaluation. Also, diaspora marketing outcomes defines in two levels of the country of origin and country of origin brands.

In this study, the main purpose of this study is to investigate the effect of gaimification on consumer loyalty with respect to the mediating role of attitude towards the brand and intention to engage.

In terms of data collection method, this research is a descriptive survey and is applied in terms of purpose. The statistical population of the present study, Iranian customers and buyers across the country, is the online store of Digikala. Sampling method is available sampling. Online tool, the main tool for data collection. On the other hand, Cronbach's alpha coefficient and combined reliability were used to evaluate the reliability of the research. The Sobel test is used to measure the significance of the effect of the mediating variable. The research data are also analyzed in the form of structural equation modeling based on the partial least squares method using Amos software.

This model, which included the direct effect of gaimification on consumer loyalty as well as the effect of gaimification through mediating attitude towards the brand and the intention of engagement on consumer loyalty, its components were tested. Also, in evaluating the structural part of the model, there is a strong relationship between endogenous and exogenous structures and the general research model has a good fit.

After analyzing the data, it was found that gaimification(Perceived usefulness, perceived ease of use, perceived social impact, perceived pleasure) through mediating variable attitude towards the brand and intention to engage, directly and indirectly have a positive and significant effect on consumer loyalty.

The performance of helth centers is a multi-dimensional and complex construction and requires meeting the expectations and satisfying several key stakeholders at different levels of such service-based organizations. In order to gain a more comprehensive understanding of the evaluation of the comprehensive performance of these organizations, the current research has reviewed and classified the indicators that have been approved in various studies to assess various aspects of the performance of medical (helth) centers.

This is a qualitative applied research and it has been used in meta-composite method. The information sources of this stage included articles published in international scientific databases, which were selected based on the criteria for entering the meta-synthesis process.

The model presented for evaluating the performance of medical centers includes three main levels: individual (medical staff), group (hospital departments) and organizational (hospitals). Each of these three levels includes components that evaluate different aspects of health service performance through related criteria.

In evaluating the performance of medical centers, simultaneous attention to the performance of employees, organizational departments, and the entire organization can achieve a more comprehensive understanding and help improve the effectiveness of performance improvement programs. The findings of the present research can be used as a guiding model for such evaluations.

This study was aimed at developing a model based on the value exchange of relationship marketing in commercial markets using a mixed approach, combining qualitative and quantitative research methods. In the qualitative part of the research, interview questions were developed for the data collection purpose. Then, the DEMATEL Questionnaire, the ISM Questionnaire and a researcher-made questionnaire with a 5-point Likert scale were used. The statistical population in the qualitative part, DEMATEL and ISM consisted of 10 qualified experts selected using a purposive and non-probability sampling method and questioned through in-depth and semi-structured interviews. The statistical population of the quantitative part who were used to validate the final model consisted of 384 customers of commercial markets.In the first step of the current study, the main categories and sub-categories of the research were identified using the qualitative analysis of the theme (editing and summarizing the interviews and interpreting the concepts and words) and MAXQDA software was used for qualitative analysis. Then, in the second and quantitative part of the research, the DEMATEL technique, the Interpretive Structural Modeling (ISM) method and MICMAC software were used to identify the causal relationships between the main categories of the research. Finally, the model was validated using the Partial Least Squares (PLS) technique and SMART PLS software.The final model was presented by extracting the main categories and sub-categories of the research using the results of qualitative analysis of the theme and an integrated ISM-DEMATEL method. In total, the resulting model consisted of 14 main categories. Based on the research model, we concluded that functional and social values affect emotional, epistemic and conditional values. Emotional, epistemic and conditional values affect value co-creation with customers as well as value creation and lead to the value exchange of relationship marketing. The value exchange of relationship marketing can affect customer orientation and relationship, thereby leading to customer satisfaction, loyalty and trust, and ultimately customer retention.

Among the most important competitive advantages in the air transportation market is having a hub airport for planning and establishing flight routes.The current research, in terms of the type of objective, is practical and has been conducted using a mixed method.In the qualitative part, after reviewing the literature and library studies, the theoretical framework of the planning research, and then to complete and explain the effective dimensions and components in the development of the international hub market, the statistical community includes experts and airport managers who had at least 20 years of experience in the Aviation Industry by Purposive sampling (judgment and snowball) method, 12 people were selected and semi-structured interviews were conducted with them until the Theoretical Saturation was reached.After data implementation and three stages of coding (open, axial and selective) using the theme analysis method, 172 primary themes were presented in the form of 31 organizing themes as components and 8 inclusive themes as dimensions of the conceptual model.In the quantitative part of the research, in order to confirm or modify the identified dimensions and components, by using a researcher-made questionnaire and targeted sampling, the opinions of 14 industry experts were obtained by Delphi method in two stages and the conceptual model was confirmed. Based on the results obtained, the main dimensions of the international hub with a market development approach for IKA airport include 8 dimensions of infrastructures, service facilities, economic factors, competitive factors, international cultural issues, geographic location, legal factors and agreements, political issues and sanctions

The emergence and expansion of the cryptocurrency market in the past decade, along with the development of Iranian cryptocurrency exchanges, necessitates the creation of native business models for effective marketing. This study aims to provide a comprehensive marketing model for the Iranian cryptocurrency exchange industry. Employing a mixed-method approach (qualitative-quantitative), the research uses semi-structured interviews and thematic analysis, combined with interpretive structural modeling. The analysis identified 42 themes categorized into 12 groups: industry characteristics, customer characteristics, investment incentives, impact of Iran's legal environment, macro marketing strategy, customer knowledge enhancement, trust-building, pricing strategy, product strategy, marketing channels, marketing tools, and customer retention activities. These categories were structured into an eight-level model, serving as the proposed marketing framework for the industry. The findings emphasize the importance of integrating industry, customer, and legal environment characteristics in formulating cohesive marketing strategies, trust-building, and knowledge enhancement, alongside utilizing the most appropriate marketing tools. The research highlights the necessity of developing strategies for customer retention and investment encouragement, which are critical components of the marketing model. This study contributes to the systematic knowledge in the field and offers a deep understanding of essential marketing elements for researchers and practitioners in the cryptocurrency sector.

The goal of this research is to provide a model for theater audience consumption experience through a qualitative and practical approach with ethnographic methodology. The target community of this research includes all theater audiences in Tehran and sampling has been done with judgmental and snowball sampling methods. After carefully investigating literature and background of research 20 theater audiences were chosen who go to theater at least 5 times in a year. “The City Theater” and “Iranshahr Theater” complexes were selected as the research field because of their reputation and rich history. Participants watched nine performances during the time of research. Data has been gathered by Ethnographic data gathering methods including Narrative Inquiry, Participatory Observation and Deep Semi-structured Interviews. Consumption experience was analyzed in 3 stages: pre-consumption, core- consumption and post-consumption experiences and the whole experience as a conclusion. The analysis has been done with thematic analysis by NVivo.12 software. In coding phase, first 256 open codes were found. After code refinement 131 codes were left which were converted into three main abstract headings: affections, cognitions and behaviors. At a higher level of abstraction, these codes constituted the behavior of theater consumer regarding motivations for going to theater, factors affecting theater selection and pre, core and post experiences. The results show that “perceiving meaning” is the most influential motivation for going to theater, followed by theater’s closeness to daily life and a sense of belonging to theater audience’s community. The most important factor for selecting a performance is it’s the theater hall followed by friend’s recommendation. The model shows that going to theater is like a ritual which audiences respect in their theater consumotion journey. In each step, pre, core and post consumption experience, audience sees him/herself in a ceremonial event which has its own rules like wearing artistic clothes, selecting friends, going to café, etc. before the theater. At the core consumption stage, the ritual demands that audiances respect the performance by maintaining silence, interacting with other audiences and artists and in post-consumption stage the ritual continues by talking to others, and collecting brochures and photos to remember the event later on. Meantime, motivations and selection factors affect the theater consumption experience entirely. This model provides deep understanding of theater consumer behavior and helps theater organizations and marketing experts in optimizing theater consumption experiences.

In recent years, social media has caused profound changes in the behavior of users. In addition to the normal behavior in this type of media, for many reasons, dysfunctional behavior is also happening. Today, on the one hand, the recognition of these behaviors has become increasingly important, and on the other hand, the control and management of such behaviors has become a major challenge for governance systems. The purpose of this study is how today's governance systems can use the capacity of the elite to manage this space.

This research was done with the grounded theory. First, information was collected through a semi-structured interview with 13 well-known social media experts, for which the snowball sampling method was used. Maxwell's 5-factor framework was used for the validity and reliability of the research.

The coding process was collected in five sections and eight main categories. In the antecedent category, it includes sociological and psychological factors, the antecedent includes individual, interpersonal and social factors, the context includes social media, the conditions include interaction with celebrities, and the requirements include environmental considerations.The results of the research indicate that the most important propositions in controlling misbehavior by names are: educational interaction, increasing the threshold of tolerance, public security, social capital and national cohesion.

This research intends, based on the design features of the website, to formulate a model in the framework of the stimulus-response model-organism that explains consumer support for the online store. Due to the fact that in online stores, due to the impossibility of direct access to the buyer, there is less capacity to clarify ambiguities and predict future consumer behavior, so the use of this support model by recognizing the dimensions considered by buyers, can be Online stores provide a unique competitive advantage and play an important role in increasing their sales. this study using the theme analysis qualitative approach, examines the process of influencing two important dimensions of website design, namely richness and interactivity in the direction of consumer protection. The statistical population of this study, experts, professors and senior managers of online stores They were. Purposive sampling was used to identify experts and 10 experts were interviewed. 88 The initial concepts were extracted by Initial coding, of which 30 Sub-theme and 10 main theme were obtained for research. The results showed that in order to achieve this goal of support, online stores can, by properly designing and managing the features of richness and interactivity, create the necessary conditions to create a sense of consumer informedness and stickiness through the dimensions of usefulness, perceived pleasure, amount and stimulus-based of information acquisition, so that the consequence is consumer support for the future sale of the website.

The evolution of the international retail industry is to move from individual stand-alone stores that sell limited products to chain stores that offer more diverse product categories on a more economical scale. Thus, the chain store industry is one of the newer forms of offering fast-moving products to consumers. In this area, the most important decisions related to marketing and sales policies that directly affect the company's performance and the quality of service to end-users, and ultimately profitability. The purpose of this study is to provide a model for marketing and sales strategy for companies operating in the chain stores industry, and by adopting a comprehensive approach, an attempt made to remove some of the existing limitations in the field of research and implementation. Therefore, in this research and a forward-looking and innovative perspective, this question answered: what is the model of marketing and sales strategies in the chain store industry? This research-based on the purpose is of developmental type, based on the nature is of exploratory and descriptive type and based on the type is of data of the qualitative and quantitative type and has an integrated strategy, that is, to achieve the objectives of the research, two qualitative and quantitative methods have been used together. The statistical population of this research is the marketing and sales managers of three companies, Hyperstar, Canbo, and Ofoq Kourosh. Thus, after an in-depth study and review of books and articles related to marketing and sales concepts, an attempt made to identify a significant part of the important factors in developing marketing and sales strategies for companies active in the chain stores industry. After that, in the qualitative part, by content analysis method, a semi-structured interview conducted with 10 industry experts of chain stores from the three mentioned companies based on judgmental sampling. Qualitative sampling continued until the researcher reached theoretical saturation. In the quantitative part by survey method, 116 questionnaires distributed among the marketing and sales managers of these three companies. Analyzing the qualitative data obtained from the interviews based on the analysis of words, sentences, themes, and idioms of experts in the field of marketing and sales of the chain stores industry, led to the extraction of 391 primary codes. After several reviews and integration of codes based on similarity in several stages, 73 codes were finally extracted, which became the basis for the quantitative questionnaire design. Following a review of content analysis in the qualitative section, the competitive environment of the chain stores industry, online promotions, and online service features added as new variables to the original research model. In the quantitative part, the data analyzed by structural equation method using Smart PLS software.    In response to the main research question, which is also the ultimate goal of the research, we found that developing a sales strategy in companies operating in the chain stores industry without considering the marketing strategy and its components is irrational. In addition, the effect of the moderating variable of the competitive environment of the chain stores industry didnot ignored because not paying attention to this factor can fail the strongest marketing and sales strategy of chain stores companies. Findings showed that marketing mix is ​​the most important factor in marketing strategy and the use of sales technologies is the most important factor in sales strategy in the chain store industry. Evidence suggests that the presence of a moderating variable of the competitive environment of the chain stores industry affects the relationship between marketing and sales strategies.  Adopting a comprehensive approach to the elements of marketing and sales strategies, taking into account the competitive environment prevailing in the industry, and using online environment-based methods are important issues in developing marketing and sales strategies of companies operating in the chain stores industry, which have not been considered in Iran. It is necessary to plan for reach a successful chain stores industry for leading consumer satisfaction and achieving financial goals for companies. Companies operating is better to pay attention to the competitive environment of the chain store industry and  then taking a broad view of having a marketing strategy that takes into account issues related to marketing objectives, pricing, branch location, competitive advantage, resource allocation, consumer behavior analysis, consumer segmentation, online and traditional promotions, product, online service features, as well as sales strategy that is formed by considering the issues related to the use of sales technologies, sales team training and the use of multiple sales channels.

The rapid growth of the Internet and the increasing penetration of social media in the society have provided a good opportunity to reinforce the relations of organizations with customers. By applying these media, organizations can increase their interactions with customers and create more value for both the customers and themselves through engaging them with the brand. Accordingly, this study seeks to identify the antecedents, dimensions and consequences of customer brand engagement in social media in the banking industry.  In order to achieve the purpose of the research, the mixed method was used, and the data were collected from the customers who followed one or more banks in social media. The data collection tools were in-depth interviews (in the qualitative section) and questionnaires (in the quantitative section). The data were processed through content analysis and structural equation modeling with a partial least squares approach and the Smart PLS software. The results of the study are presented in the framework of a customer brand engagement model in social media in the banking industry. The model has three sub-categories including the antecedents, dimensions and consequences of customer engagement. The antecedents address individual factors including reward (social media provide an easy and comfortable way to receive brand-related campaigns and/or special offers), entertainment (i.e., one of the main motivations concerning the consumers’ use of social media such as playing games, listening to music, and viewing videos), information acquisition (consumers rely and more often use social media to conduct their search for information and to decide what to purchase), curiosity (The user's willingness to interact on social media to access the opinions of others about the bank provides easy access to bank information and what is happening in the bank), brand involvement (the perceived relevance of the brand based on inherent needs, values, and interests), and social advantage (ability to establish and obtain social identity among other users and facilitate and expand social interactions with other users). The organizational factors include brand reputation (it refers to factors such as having a large audience, well-known and positive image of the bank in society), brand popularity (it is related to the acceptance and popularity of the bank among the people of the community), service experience (subjective, internal consumer and behavioral responses evoked by brand-related stimuli that are part of a brand’s design and identity, packaging, communications, and environments), advertising (good information and advertisements of the bank channel and the proper promotion of social media bank plans by employees cause the acquaintance and following of it on social media), reliability (people assume companies’ social media as a more trustworthy source of information concerning products and services), and content quality (useful and up-to-date content on a bank page or channel on social media can be an important motivating factor for following it on social media and consequently engaging with it). The media-related factors include user-friendliness (the desirability of the bank's page or channel, its visual appeal, and even the features of the social media application in which the bank operates, such as ease of installation and use, can play important roles in engaging the customer with the brand on social media), security (this refers to protecting the security and privacy of individuals and preventing the misuse of customers' personal information by the social media in which the bank operates), quality (the features of the bank's social media application, such as the speed and convenience of updating, are in this section), capabilities (the ability to store and preserve previous customer information, compatibility with all mobile devices and having good facilities such as chatting and sending photos and videos are considered as effective media capabilities for customer engagement), and media popularity (the popularity of social media and the large number of their audience will play effective roles in choosing the users of those media to denigrate the bank and conflict with it.).Customer engagement has three dimensions: cognitive (brand-related activities include the individual’s level of concentration and/or engrossment in the brand), emotional (customer’s level of brand-related inspiration and/or pride) and behavioral (the customer’s level of energy exerted in interacting with a focal brand).Finally, the consequences of engagement for the bank and social participation include awareness (such as increasing the customer's banking information, awareness of its plans and services and answering questions), perceived ease (such as easier access to bank information and facilitated banking activities), economic benefit of customers (such as discounts or prizes), loyalty (repeated purchases prompted by a strong internal disposition), feedback (delivery of immediate feedback to other users), and trust (consumer-perceived security and reliability in brand interactions, and the belief that the brand acts in the consumer’s best interests). The results of the data analysis confirmed the hypotheses and showed that all the three categories of individual, organizational and media factors can lead to customers' brand engagement through which certain outcomes are achieved for the customers, banks and society. Finally, some suggestions have been proposed to engage customers in social media.

Views of influencers and celebrities specifically affect the perception of social media users. Therefore, personal brands are looking for activities in social media to create the correct image in the minds of users. However, all users' interactions with celebrities are not normally efficient. In this case, many users try to express their complaints and dissatisfaction in various fields with various dysfunctional behavior. In this regard, this research aims to design the model of online dysfunctional behavior and its role in personal branding by using grounded theory. The research statistical population includes those celebrities and influencers that are known and accepted in social media. In this research, a combination of theoretical, snowball, and purposive sampling methods was used to select the sample. Open coding, axial coding, and selective coding methods have been used to review and analyze the collected data. Finally, the results of the research were obtained by identifying the causal conditions from two psychological and sociological perspectives. In this regard, macro factors of cultural gap and colloquial literature were identified as the background conditions of the research subject. The amount of social media use and media literacy were also identified as intervening factors. The celebrities' interaction strategy was chosen in the section on actions and interactions. Finally, the consequences were also explained at three individual, marketing, and cultural levels.

The main goal of any organization is to achieve the best quality of work through employees, managers play a very important role. Managers and leaders of organizations often face paradoxes that make it difficult for them to make decisions. Therefore, it is necessary to develop a competency model for human resource managers considering the importance of their paradoxical role for organizations. This research aims to provide a model of paradoxical managers' competence by systematically examining case studies in the field of competence and paradox. The Meta-Synthesis research method is based on the seven-step model of Sandelowski (2007), during which 348 primary articles were found in the period of 2000-2022, and at each stage, the articles that did not meet the desired criteria were excluded from the research. Finally, 11 articles were analyzed after obtaining all the desired criteria. After coding the desired articles, the results in the form of a conceptual framework show that individual competencies have 6 categories (human resources analyst, IT knowledge, cognitive competence, development, leadership, multitasking), managerial competencies with 2 categories (, resource management and relationship management) and functional competencies with 4 categories (organizational knowledge, industry knowledge, knowledge of the external environment and strategic partner-consultation) which is more related to the nature of technical and engineering fields in comparison with humanities fields, and human resource managers can give a more appropriate answer to the paradoxes that have arisen in their organization by developing these cases.

Diaspora is a group with interest in the country-of-origin and familiar with the culture of the host country. Diaspora's interest in the country-of-origin is one of the available levers for the brands of the country-of-origin to penetrate the Diaspora's niche market. Diaspora's communication in the host countries is also one of the available levers for the brands of the country-of-origin to develop in the international market. This causes disagreement in the definition of diaspora marketing field. This research aims to diaspora marketing discourse analysis.

The methodological choice of research is qualitative and research strategy is discourse analysis. The research data collection technique is searching in scientific databases using selected keywords. The research sampling method is judgmental and the sample size is 24 scientific articles. The research data analysis technique is Fairclough's model of critical discourse analysis in levels of description, interpretation and explanation.

At least 2 discourses can be distinguished in diaspora marketing. The diaspora niche marketing discourse is focused on penetrating the diaspora niche market and the diaspora marketing strategy discourse is more focused on developing in the international market using diaspora leverage.

The diaspora marketing strategy discourse is more aligned with the global marketing discourse. The emergence of this discourse creates the expectation that diaspora marketing language in use frameworks follow the global marketing discourse.

Today, the strategic importance of information is obvious to all businesses. In addition, the competitive environment of each company is constantly changing. The Spring 2020 event was a testament to this fact. Due to the health and economic crisis caused by the emergence and spread of an unknown virus, various teams found it difficult to convey their advertising messages, campaigns and services. They could no longer rely on their assumptions about what customers buy and why and how they buy it (Johnson, 2020). Access to rich information for businesses that operate both in the field of e-commerce and in the retail sector of perishables is crucial. These products have a short life cycle and should be consumed faster. If the market intelligence model is properly designed for such businesses based on the supply chain of perishables, then managers will be able to correctly identify their customers, competitors and the business environment and run their business more successfully and grow as a result. In Iran, not much research has been conducted to provide a model that simultaneously addresses the aspects related to supply chain, market intelligence and online retail of fast-moving (perishable) products. and each of the models or patterns in the literature address one aspect of the issue. If market intelligence is at the service of the supply chain, it can create opportunities to reduce costs and increase customer satisfaction through collaborative decisions. Based on what was presented in the introduction, the main question of the research is extracted as follows.

RQ1: what are dimensions and components of Market Intelligence model in the supply chain of FMCG (perishables) products in online retailing.

The concept of market intelligence has attracted a lot of attention in recent years. Various experts have defined market intelligence in some way: market intelligence is formed through detailed and accurate information about business environment in general, consumer needs and preferences, technology and changes in the business environment that can affect buyers. (Hedin,2014). Market intelligence enables small businesses to identify market attractiveness and create value and drive innovation (Del Vecchio, 2018).   
2.1. Supply Market Intelligence
The relationship between market intelligence and supply chain can be found under concept of supply market intelligence. (SMI). Market intelligence is a process for gaining competitive advantage and reducing risk by increasing knowledge about market dynamics and includes market intelligence, process and price benchmarking to evaluate sourcing performance, competitive sourcing identifying strategic opportunities in markets that lead to lower prices ,emerging supply channels and markets (Hanfield,,2010).   
2.2. Organization Information Processing Theory (OIPT)
One of the theories which is the basis for market intelligence and business intelligence is organization information processing theory (OIPT), which was introduced by Galbraith in late 1973. According to Galbraith, when uncertainty is low, organizations can be managed by relying on rules and programs and hierarchical referrals but in situations where the organization is facing high uncertainty, the need for information processing increases and there are two general solutions in this regard: organizations must either reduce the need for information processing or increase information processing capabilities by investing in information systems (Galbraith, 1974).
2.3. Market Orientation
The root of market intelligence can also be traced to a concept called market orientation. The concept of market orientation has been developed from two perspectives: behavioral perspective and market intelligence perspective. According to Kohli and Jaworski, market orientation is a set of behaviors or activities related to market intelligence, dissemination of market intelligence among different units of the organization and responsiveness based on it (Kohli & Jaworski, 1990). According to Narver and Slater, Market Intelligence has three main components: customer orientation, competitiveness, and cross-sectoral coordination. In short, market orientation states that customer orientation helps companies to understand the needs and wants of their customers and take basic steps to meet them. Competitiveness will enable companies to create more value for customers than competitors and thus achieve a sustainable competitive advantage.  The role of market intelligence is in collecting, analyzing and disseminating this information (Narver & Slater, 1990).

In this study mixed method approach has been adopted. First, in order to achieve the research objectives and identify the indicators of market intelligence in the supply chain of perishable products (fruits and vegetables), the seven-step approach of Sandelowski and  Barroso’s (2003) meta-synthesis method was used. The statistical population covers the research published in 3 databases of ProQuest, Science Direct and Google Scholar during the period time of 2010-2021 for keywords of market intelligence and supply market intelligence. For other keywords, different period time was applied. In the second part, to obtain additional indicators, semi-structured interviews were conducted by an exploratory approach. In this regard, interviews were conducted with experts in the field of retail of fast-moving and perishable products, service providers of fruits in Iran’s e-commerce environment.

In order to achieve the most relevant research to enter the meta-synthesis process, criteria for inclusion and exclusion of research were considered.. A total of 1654 studies were reviewed, of which 276 studies had related topics, and with elimination of duplicated studies, There were 202 researches available, of which 113 had abstracts, 48 ​​had content and 31 had appropriate quality and analysis method. In order to combine the findings of the research, the approach of Sandelowski and Barroso has been followed, in the sense that after careful study of studies and articles, codes have been identified from their texts and the researcher has formed a classification based on it and Similar classifications were placed on the topic that best described it. The sample of Codes, concepts and category identified in meta-synthesis phase is illustrated in table 1.
Table 1. An example of coding in meta-synthesis process
Codes
Concept
Category
Customer Demographic Information
Customer Insight
Customer & Market Insight 
Customer personalization
Customer interests and Needs
Focus group sessions with customers
Customer Engagement
Call Center interaction with customer
Customers surveys
The coding process at the meta-synthesis stage led to the identification of 5 categories (supply chain intelligence, market and customer insight, business intelligence, social business intelligence and competitive intelligence), 23 concepts and 5 categories.
In the second phase of the research, the new items identified in the theme analysis of semi-structured interviews with experts which included Order, Co-Branding, Customer Club, and Financial Issues. By comparing and combining the dimensions and components obtained in the two qualitative stages of the research, the market intelligence model for perishable products in the field of online retail was presented in the form of the model presented in Figure 1. 
Figure 1. Supply market intelligence (research model) 
In order to validate the model, the conditions for establishing reliability and validity (convergent and divergent validity) and fit indices must be met according to Table 2.  
Table 2. Conditions for establishing Reliability & Validity
indicators
Allowable Validity
Reliability
Composite Reliability > 0.7 and Cronbach's alpha>0.6
Convergent validity
Loading Factor >0.5
CR>AVE
AVE>0/5
Rho_A>0/6
Discriminate validity
AVE>MSV
Fit Indices
GOF>0/36
SRMR<0/1
NFI>0/9
Descriptive statistics and central indicators such as mean, standard deviation, skewness and kurtosis for each of the components and dimensions and indicators are reported in the above table 3.
Table 3. Sample of Descriptive indicators and first-order confirmatory factor analysis 
The reliability index was evaluated by measuring the factor loads and the reliability of the latent variables was evaluated by the compositional reliability . Cronbach's alpha results, compositional  reliability and are shown in Table 4.Table 4. Sample of Cronbach's alpha results, composite reliability and convergent validity
Dimension
Components
Cronbach’s Alpha
CA>0/6
rho_A>06
Composite Reliability
CR>0/7
Average variance extracted
AVE>0/5
Supply chain intelligence
Suppliers club & insight
0/692
0/715
0/865
0/762
Service Provider Portal
0/925
0/926
0/938
0/656
Competitive intelligence
Response to Competition
0/844
0/848
0/895
0/682
Tactical competition
0/891
0/894
0/933
0/822
Customer & Market Insight
Customer Engagement
0/900
0/900
0/938
0/834
Social Business Intelligence
Competitive insight in social network
0/716
0/716
0/876
0/779
Social Customer Interaction
0/845
0/845
0/928

0/866
According to Table4, the Cronbach's alpha value for all variables is greater than the appropriate limit of 0.6 . Also the value of the compositional reliability coefficient for each variable is more than the desired limit of 0.7. In this model, the convergent validity of the model variables is all higher than 0.5, all of which are at an appropriate level.    

In this study, the aim was to develop a market intelligence model in the supply chain of perishable products in the field of online retailing. Handfield (Handfield, 2006), introduced the supply market intelligence concept and considered business intelligence and market intelligence as the information drivers of  supply chain processes. According to the meta-synthesis of literature and analysis of semi-structured interviews with 14 experts, the components of each of the proposed dimensions were identified and social business intelligence and supply chain intelligence were identified as new dimensions of supply market intelligence model. In fact, a complete and optimal supply chain should include those activities that the customers value ​​and are willing to pay for the resulting services or products. Therefore, understanding customer behavior is very important. What is very important in the supply chain is that supply is aligned with demand across the supply chain, so a better understanding of suppliers and end customers is the best way to reduce costs in the supply chain., As a summary, the identified dimensions and the importance and role of each in the supply market intelligence model is discussed. 
- Supply chain intelligence. In this dimension, the components related to the to the links that make up the chain (logistics, sourcing, service provider gateway ...) should be considered to ensure that these links work efficiently. In e-commerce, logistics and service provider portals (such as website or mobile App) are very important because they are the connection point with customers and if the delivery is not done properly, especially for perishable products, in addition to customer dissatisfaction will cause product waste. Also, the service provider portals should have appropriate features such as speed, graphics, user friendliness, user experience, security, providing complementary services, ease of payment and other important features to make users and customers will revisit the website.
- Market and customer insights. In this dimension, 4p components and customers are defined. It is crucial to identify market trends as well as the position that the business has with its customers. In fact, depending on the type of product and service that customers are willing to pay for, supply chain processes can be restructured.
 - Competitive intelligence. The way competitors market their products and services and the scanning of the external business environment are crucial in shaping the business supply chain. According to the resource-based view theory, a service should be defined in the supply chain that cannot be easily copied or provided by competitors and brings a competitive advantage to the firm, and this requires knowledge of the technologies adopted by competitors and the type of service and price offered by them.
- Business intelligence. One of the important dimensions of the supply market intelligence model is business intelligence. In fact, the revenue model, sales volume, statistics and financial information and value that the retailer has created for itself, and the and the evaluation of incentives provided in the form of discount plans, provide insight to managers to focus on those products and services in the supply chain that they bring better and more to the business, and according to these factors, the company's revenue model can be defined.
- Social business intelligence. Social networks have had a significant impact in the last decade. Social customers are able to share information with countless members of these networks, so analyzing social customer relationships and current trends in these networks and analyzing the performance of competitors in these networks is very important. In fact, these networks have created a new potential market for businesses and require their own sourcing and marketing.
Based on what was covered in this study, it can be concluded that those businesses that operate in the field of online retailing, always need to find themselves in the path of information flow, which is an attempt to reduce uncertainty.

Digital games are the latest media for advertising in cyberspace and among the fastest-growing digital media for advertising. In this research, we aimed to investigate the effect of advertising on digital advertising on reminder advertising, identified five factors affecting the content, including informing Message, message attractiveness, content accordance with the subject of the game, interaction in advertising content and the existence of sales promotion in the ads. To examine the effect of these factors, a sample of 782 people in Tehran who had behavioral behaviors above average with digital games was studied. It placed the main hypothesis of the research was confirmed, and it was determined that quality content is effective in reminding advertisers in digital games. Among the factors influencing the content of advertising, the impact of all factors was confirmed and it was found that the adaptation of advertising with the subject of digital play is the most important factor in content.

Politics is the science of finding the power and ways of achieving it by influencing the minds of people. Politicians who have suitable skills would use these power sources effectively. Present research is conducted with the aim of typology of effective constructs in conceptual map of political ideal brand image of Iran president in order to introduce these constructs to the presidential candidates and help to improve the effectiveness of the promotional plans and campaigns. In this research constructs of the conceptual map of political ideal brand image of Iran president are obtained through ZMET method and by the in-depth interviews which the participants had been chosen with the purposeful and judgmental method. At the end, the interviews of ZMET achieved the theoretical saturation by 14 participants and the conceptual map was extracted. Therefore, by the usage of Mic Mac method the typology of the constructs are performed and the constructs were categorized in to impressible, effective, control and risk. The result showed that the action-oriented, committed, justice-seeking, enhancing the education and welfare are in group of the effective constructs. Constructs such as advanced Iran, global communication, attention to the environment, improving people state and economy are risk constructs and attention to the tourism development and creating job are goal constructs. Also, realism, development of quality domestic industries, relaxing, powerful, conserving the natural resources, improving and enhancing the culture and peace are the results constructs. Finally, the suggestions were presented for presidential candidates.

The purpose of this study is to identify the underlying factors of the impact of the mentoring on women's career advancement in Tehran Municipality.The research method used in the study was a qualitative method with an exploratory nature that is performed using Constructivist Grounded Theory method. For this purpose, eighteen interviews were conducted and analyzed using a constructivist approach.The research population consists of specialists participating in the mentoring in Tehran Municipality. For sampling, Judgmental sampling was used and data from field studies were coded using grounded theory method that consisted of four stages of coding. The analysis of the findings shows that Underlying factors of the impact of mentoring on women's career advancement include eight categories Individual requirements, Mentor requirements, demographic requirements, mentor requirements, cultural requirements, extra-organizational requirements and interpersonal requirements. Implementing mentoring can help women's career advancement in organizations. In this regard, organizations must consider the requirements for proper implementation of mentoring and improvement of results.