جستجوی مقالات مرتبط با کلیدواژه « رسانه اجتماعی » در نشریات گروه « مدیریت »

The emergence of the Internet in the modern business environment has become so pervasive that no large or small company can ignore its influence. Therefore, the purpose of this research was to investigate the attitude towards social media advertisements on the intention to buy products.

A researcher-made questionnaire was used to collect information. A random sampling method was used to select the sample, and finally 342 questionnaires were collected online. In order to analyze the data and check the hypotheses, SmartPLS software was used.

The results showed that the informativeness of advertisements, social role and image, and creativity in advertisements have a positive and significant effect on the attitude towards social media advertisements. Finally, a positive and significant effect was found between attitude towards social media advertising and purchase intention. Improving the attitude of Instagram users and increasing their trust in the opinions that are raised on Instagram, makes users explain and promote the products and services they have received to their friends.

Originality/Value:

 Due to the advancement of technology and the expansion of virtual space, these advertisements for consumer consumption have increased greatly. that move consumers to purchase, and the role of psychological factors such as trust and recognition in this process. This research can contribute to more optimal formulations for advertising in social media and improve the performance of the sports products market.

Social media and online shopping have become a popular and growing shopping method in recent years. Trust is one of the main factors that increase online shopping. Other components that contribute to the intention to buy online are motivators. Incentives encourage users to buy products online. The purpose of this study is to investigate the effects of consumer motivations, including reward, social and empowerment, on online purchase intention through trust in apparel and fashion retailers on social media. The research method is survey-analytical and applied. The population of this research is Instagram social network users and people who tend to buy from Instagram social media pages. The sampling plan is non-probability and available sampling method is used. A questionnaire was used to data gathering. Validity and reliability of the questionnaire have been confirmed using construct validity as well as Cronbach's alpha. The data has been collected using a questionnaire from 384 users of the Instagram social network who have followed clothing and fashion sales pages. Amos and SPSS 18 software were used for data analysis. The results showed that reward, social, and empowerment motives directly affect the online purchase intentions of apparel buyers and also indirectly through trust. Also, trust fully mediates the relationship between empowerment motivation and online purchase intention of users.

Businesses and companies must establish enduring and advantageous relationships with their customers. Marketers have recently exerted considerable efforts to enhance the customer engagement experience in both the physical and digital realms. Concurrently, the rise of social media has presented an opportune platform for managers to facilitate communication and engage customers through innovative methods such as digital storytelling. Employing digital storytelling as a business strategy and model in branding, advertising, and product marketing results in improved customer retention, loyalty, and engagement. Despite the creative and innovative nature of engagement activities, it is crucial to address the repercussions of customer engagement to gauge the effectiveness of these initiatives in light of the emergence of new technologies. Consequently, this research aims to investigate the implications of digital storytelling-based customer engagement on social media within the tourism sector in Iran. 

The current investigation adopted an interpretive research philosophy, an inductive-quantitative approach, and the grounded theory strategy developed by G. Goldkuhl and Stefan Cronholm. Data collection was carried out through semi-structured interviews. The research community, comprised of experts in tourism and social media marketing in Iran, was sampled using the snowball method, resulting in a sample size of 18 individuals. 

The study's results indicate that customer engagement can lead to either positive or negative outcomes, with each type encompassing four main categories: customer-oriented, subject-oriented, media-oriented, and environment-oriented. Overall, the research findings identify eight main categories, each with multiple subcategories. 

Companies and enterprises should leverage social media platforms to actively engage with their clientele while remaining aware of the repercussions and effects on customers, the media, and the broader environmental context. Business executives can seek guidance in identifying and evaluating the outcomes of both favorable and unfavorable customer interactions. This allows them to ascertain and implement appropriate approaches, methodologies, and tactics for effective customer management. Management personnel can mitigate and eliminate adverse influences by recognizing and addressing the aftermath of negative customer interactions. By making relevant adjustments to strategies and adopting suitable methodologies, they can avoid potential harm and negative impacts on marketing efforts and brand integrity. Such actions may significantly affect customer retention and prevent defection, prompting managers to consider the implications of positive customer interactions in enhancing the adoption of effective engagement techniques. Additionally, this approach can help acquire and retain new clientele, ultimately fostering increased economic value and profitability for the enterprise.

The ever-increasing expansion of social media by customers and their role in the development of strategic marketing insight has made the use of social media in marketing a priority for investment in the field of digital marketing. Despite the fact that social media marketing should be considered as a long-term marketing strategy, limited research has addressed this category from a strategic perspective; Therefore, the purpose of this research is to identify the components and indicators of strategic marketing of social media and finally to prioritize the components. The current research is applied mixed method. The research method is the focus group strategy in the qualitative section and structural-interpretive modeling (ISM) in the quantitative section. In the first stage of the research, in order to identify the strategic marketing components of social media, in addition to reviewing the research literature, the focus group method consisting of six experts has been used. In the second step, using the structural-interpretive modeling method, the relationships between the strategic marketing components of social media were analyzed and prioritized. The statistical population of both phases of the research are marketing experts in the field of social media. The research results indicate that the strategic marketing model of social media includes five components including process, platform, territory, governance and strategic alignment. The proposed model has four levels, which is the substrate dimension as the basis of the model and affects all dimensions, and other dimensions form the upper levels of the model.

The main purpose of this study is to measure and analyze the impact of media on strengthening and empowering the attitude of patrons and their desire for services and products from the perspective of consumers. This study is applied in terms of purpose, which was done by descriptive-correlation method. The statistical population of the study is made up of the customers of the IR-MCI . 325 people were selected as a statistical sample. Smart PLS8.5 was used to describe the variables using SPSS and to test the hypotheses of the research model from structural equation modeling. The results showed that in traditional media there is a relationship between causal factors and phenomena and between strategies and consequences. Also, for social media between the causal factors and the phenomenon, all relationships except the relationship between the category of role and position of the media were confirmed with the characteristics of the media. The results generally indicate that the consequences of using traditional and social media together are effective on the client's attitude in the desire to visit and use the services of the IR-MCI. The important result in this article emphasizes the greater importance of traditional media compared to modern media, and in this way, it is possible to recommend the managers of the statistical society to promote the position of the media among them at the same time as conducting relationship-oriented interactions with clients in the field of relevant services. Guided the consumer's attitude towards services in tough competitive

Recently, with the spread of social media, marketers and brands use Influencers as marketing strategies to introducing products, however, the realization of marketing goals is not possible without a complete understanding of the influencers' characteristics. In this regard, this study was conducted with the aim of determining the the effect of the influencers' characteristics (expertise, credibility, physical attractiveness, homogeneity) on the purchase intention with the mediating role of trust and image satisfaction in the clothing industry. This research is applied in terms of purpose and descriptive-survey in terms of data collection method. The statistical population of the research includes all female users on the Instagram social network. The required sample size was determined based on Cochran's formula of 384 people, and the samples were selected using the available non-probability method. To collect data, a standard questionnaire was used, and its reliability and validity were confirmed. The research data were also analyzed using the method of structural equation modeling with partial least squares approach. The results showed that trust mediates the effect of credibility and homogeneity on purchase intention. However, the effect of expertise and physical attractiveness on the creation of trust was not significant. In the following, it was found that image satisfaction mediates the effect of expertise, physical attractiveness, and homogeneity on purchase intention, and the effect of credibility on image satisfaction was not confirmed. The findings of the research lead to a better understanding of influencer marketing in the clothing industry.

The unprecedented integration of social media with people’s lives has led brands to use this tool as a factor in communication with customers, but they should consider that this may also have challenges. To help brand managers and marketers, this research is aimed at presenting the pattern of influential marketing challenges in popular social media in Iran. In terms of fundamental purpose, this research among the various qualitative methods has been used Theme analysis method. The method of data collection is a semi- structured interview with a number of experts. According to a saturation we interviewed with 11 experts. After analyzing the data, 40 codes, 13 sub- themes in 6 main structures including: “Finding the suitable Influencer”, “Exposure to deceiver Influencer”, “Fake Influencer”, “The problem of decision making about control over influencer”, “ challenge of the precise measurement of influence of influencer marketing”, and “ ethical and legal challenges” were formed. Finally the pattern of influential marketing challenges in social media were drawn.

: The purpose of this research is to provide a model that identifies the dimensions of social media marketing in chain stores based on economic and religious factors, and specifies their relationships and the sequence of actions.

Accordingly, qualitative data were collected from 23 marketing and social media experts using the foundation data theory strategy. For data analysis, MaxQDA software was used to accurately perform three stages of primary, central, and selective coding.

Findings show that the social media marketing model can be checked and implemented in chain stores with six axes. These six axial codes are determined based on the axial coding paradigm introduced by Boehm (2004). The first variable that drives this type of marketing is the influencing factors, which are explained in four dimensions, including structural, managerial, store-related, and social media-related factors. After that, social media marketing in chain stores is discussed as a central phenomenon that covers the three dimensions of advertising, communication and electronic word-of-mouth promotion.

Contextual and interfering conditions that include a competitive atmosphere and globalization, as well as the governing context that contains religious and economic factors, affect social media marketing strategies. In the end, it is the marketing, economic and human resource measures that in the form of strategies lead to the formation of social media marketing outcomes. These outcomes include marketing, economic, and user-related consequences.

Entrepreneurship in all fields, especially in artistic fields, is very helpful as a symbol of effort and success in business and economic affairs, and it is always in line with the times and moves along with our times; Scince entrepreneurs are among the pioneers of success in the commercial affairs of society. Also, arts entrepreneurship is a kind of management process that, through cultural workers, seeks to support their creativity and independence, to promote an adaptive capacity and create artistic, economic and social value for their works. The status of arts entrepreneurship, as a relatively new field, is in keeping with the times and concerning ongoing library efforts, efforts are being made to grow together. Arts entrepreneurship is in line with the value chain, which includes the distribution and exploitation of artistic products. Therefore, arts entrepreneurship can demonstrate the relational and visual processes through a rational economy by which entrepreneurs experience and interact with their living environment, including existing or imagined customers. The concept of entrepreneurship does not always mean doing great things through ideas, innovations and absolute luck. When it comes to arts entrepreneurs, the way they use technologies and integrate them into their businesses makes their entrepreneurial approach more different, even compared to other types of entrepreneurs. Thus, this research aims to explore the role of social media in the success of arts entrepreneurs.
Research The current research is applied in terms of purpose and qualitative in terms of methods. The participants considered by the researcher include: experts and activists in the field of media entrepreneurship and arts entrepreneurs, In-depth interviews were conducted with sixteen interviewees in this field, which reached theoretical saturation in the fourteenth interview, and the next two interviews were conducted to ensure the sufficiency of the interviews and for data analysis, extracting information from the transcribed texts of the interviews and analyzing the information was done. Finally, a model was proposed through several stages of coding and the results of selective coding were selected based on the codes that had the most repetitions. The analysis of the Atlas T8 software showed that it finally led to the identification of 9 components and 37 selected codes.
The findings revealed that marketing, organizational, media, communication, environmental, managerial, legal, economic and entrepreneurial components are effective. In the marketing component, businesses can establish a strong relationship with their target customers and create value for them to receive value from the customer in return. Also, the media component (networks and social media) are technologies that facilitate the creation or sharing of information, ideas, and virtual networks in the form of platforms such as the web and mobile phones, as well as environmental communication to examine and study and implement the way people interact and cultures pay. The results showed that consequences such as creative, innovative and creative ideas, sufficient knowledge in the field of entrepreneurship, creation of platforms for media entrepreneurship, having new ideas, independence and risk-taking were of paramount importance. Arts entrepreneurship can be seen as a gradual process in the field of entrepreneurship. Entrepreneurs work to create adaptive capacity as well as artistic, economic and social value for their fields of interest. It should be acknowledged that the use of social media by arts entrepreneurs is a two-way activity in the space of social networks because social media use people's free time and make them share and produce content among their audiences, gain popularity, a special position and host millions of audiences.
 
Discussion & The study revealed that if the strategies proposed in the model are used by the owners and custodians of art businesses, artists, and art supporters, it can bring cultural, economic, and social capital to the benefit of artists, community members, and the country. Based on the concluding remarks, the authors have made the following suggestions: (i) To design a clear model and vision for building a personal brand for arts entrepreneurs in all artistic fields; (ii) To have a practical view toward designing and launching a personal business model, in cultural and artistic firms by arts entrepreneurs that can lead to improved entrepreneurial activities; (iii) To revisit branding activities according to the existing and different supports in the growth path of each business, such as teaching, sales and other available items that will cause the growth of that business.

Social networks have facilitated the online customer engagement of the marketing industry. This research aims to investigate customer engagement in Iranian cosmetics brand pages on Instagram which has been done by quantitative content analysis. The statistical population was all available cosmetic brands, from which five popular brands (May, Calista, Inley, Cinere and Amoutia) were selected and 60 posts analyzed from each brand page. The results indicate that there is a positive and significant relationship between the type of content (Incentive, Promotional, information and entertainment) at the significant level of p <0.001 and customer engagement. Also, there is no significant relationship between content and Interactivity and negative valence with more engagement. Between the Vividness of the posts and the positive valence, the hypothesis was partially supported and indicated its partly impact on customer engagement. The results of multiple regression analysis for the number of likes and comments in the posts show that the total variance of the model and R-squared for these two are 0.668% with F = 15.372 and p <0.001 and 0.410% with F = 7.590 p <0.001, respectively and shows its significance. The adjusted R-squared also shows that 66.5% of the changes of the dependent variable (likes) and 40.6% of the changes of comments are only the result of the effect of the independent variables of the research.

Attention to creativity is always the concern of managers as it affects the performance of employees in the organization. The influence of social media has made it possible for users to communicate with others regardless of time and place, thus blurring the line between their work and life. On the other hand, excessive use of smartphones and social media has significant negative consequences for employee well-being and productivity. For example, exhaustion, absenteeism, distraction, and information overload, stress, reduced attention and concentration, and weakened decision-making ability can be seen as consequences of excessive use of social media. Paying attention to the phenomenon of using social media is very important for organizations. Past studies have identified various positive and negative aspects in this case. It has been emphasized in some articles, employees and managers should understand the dark side of this phenomenon and employees are suggested to adjust their behavior to avoid negative performance consequences. And also one of the positive aspects of using social media is that it can positively affect the relationships and performance of employees, and the rational and planned use of social media can even improve the creativity and performance of employees. Therefore, more research in this field is necessary to clarify these positive and negative aspects. In previous research studies, the impact of social media on motivation, well-being, stress, etc. has been explored, but there is not much research to investigate the effect of social media on creativity and job performance. The purpose of this research is to study and investigate the effect of using social media in the workplace on the creativity of employees and their job performance. 

In terms of the objective, this is applied research and the studied population included all the employees of Iran Telecommunication Company. A standard questionnaire with 21 items was used to measure the variables. In this research, data has been collected by field method. In this research, due to the fact that the structural equation technique is used for data analysis, the formula 5q≤n≤15q is used to determine the sample size. Using the available sampling method, 218 questionnaires were finally analyzed. Structural equation modeling was used to examine the relationships between the components of the model.Lisrel software was used to analyze the hypotheses.  After adjusting the indicators of each variable in the questionnaire, the questions have been valued using a 5-point Likert scale. To check the validity of the research questionnaire, the validity of the questionnaire has been checked and confirmed by asking experts. In general, in order to measure the validity of the research questionnaire, At first, the initial questionnaire was presented to the experts, and then their corrective comments were applied, and the final questionnaire was prepared for distribution on a wider scale. In this research, Cronbach's alpha test was used to check reliability. In this research, in order to measure reliability in the early stages of the research, information was collected from 30 questionnaires, then SPSS software was used to determine the reliability, and the Cronbach's alpha coefficient obtained for the questions of each variable was more than 0.7; Therefore, the research questionnaire has sufficient validity.

The current research was conducted with the aim of studying and investigating the effect of using social media in the workplace on creativity and job performance. In this research, seven hypotheses were studied and investigated. The findings indicate that social use of social media at work, cognitive use of social media at work, and pleasure-seeking use have a positive relationship with employees' creativity. Employees' creativity also has a positive relationship with employees' job performance. Also, employees' creativity plays a mediating role in the relationship between the use of social media at work and employees' job performance. The formation of creative ideas and innovation happens due to continuous interaction with the environment; Therefore, social networks enable companies to exchange information, problem-solving ideas, identify new opportunities, and find new markets. This study also empirically proves that the more logical and proportionate use of social networks and knowledge sharing, the higher the creativity will be; Therefore, organizations that implement knowledge sharing through social media can be more successful in creativity. In today's era, the competitive advantage of an organization relies on the knowledge of the organization, the method of knowledge application, the speed and degree of adaptation of knowledge to the changing environment, and the speed of acquiring new knowledge. Effective and practical use of social media platforms allows them to gain more benefits as well as better performance; Because by sharing knowledge and information, they eliminate repetitive ideas and promote new ways of thinking in solving problems and issues.

In this research, an attempt was made to investigate the relationship between the dimensions of social media use, creativity, and job performance. The dimensions of social media use (pleasure, cognitive, social) were used in the workplace instead of the general concept of social media. The findings showed that all three dimensions of social media uses have an impact on employees' creativity. Therefore, it is necessary to use social media in organizations, especially in work environments where creativity and innovation are very important.  It is necessary to monitor and apply policies that reduce its negative effects because some studies have also pointed out the negative aspects of using social media. Therefore, in future research, it is necessary to address this important issue of how to use social media optimally. Also, because today there are various domestic and foreign social media, it is very important to present the typology of the use of these media and the advantages and disadvantages of each of them for the use of employees. This research fills the research gap between social media dimensions and employee creativity and performance to some extent and helps to enrich the literature in this field. It is suggested that managers consider monitoring and supporting policies to help employees manage personal and work relationships during work hours.

In today's world, many countries in the world, which are facing limited foreign exchange resources, have placed the income from tourism as one of the important sources of foreign exchange earnings. It is obvious that tourism sectors can be considered as a source of income if they have valuable tourism potentials and resources. This research was applied in terms of purpose and descriptive-survey in terms of method and correlational nature. Religious tourism experts (organization managers, leaders of pilgrimage tours, hotel managers) form in Mashhad. And due to the uncertainty of the statistical society, the sampling method used in this research is non-probability. The method of data collection in this research is the standardized questionnaire of Lourdes (2005) to measure the variable of e-government services, Farahani et al. The obtained data were analyzed by descriptive statistics methods (mean, frequency percentage) using SPSS version 19 software and inferential statistics (structural equation method) using PLS software. The results showed that IRIB programs (national media), social media platforms such as Instagram and Telegram and electronic government services (government to government, government to employees, government to citizens, government to business, government to tourism organizations and government to tourists) has a significant positive role in the development of religious tourism.

Tourism is a social phenomenon. Every social phenomenon, whether it is positive and useful or harmful, needs a suitable and sufficient foundation for its appearance in society. Tourism as a lucrative industry has enjoyed such an important position in the current world situation due to the development of communication technology and the formulation of work and safety laws. Although the conditions are different in different regions of the world. But the tourism industry has always been a factor in the development of the economic situation. Also, this industry can cause economic and social changes. According to their capabilities, the media play an important role in creating the context for the expansion or stagnation of activities related to the tourism sector. With precise and controlled planning, the media can shape the thoughts of the people of a society and direct their behavior as desired, and expand their desired point of view. Radio, television, publications and the Internet, and social media are indirect means of communication that have the power of direction, application of taste, mentality and can appear very efficient in the field of tourism. Visualization, needs assessment and persuasion, awareness, effective communication and use of new technology in the field of media have placed many countries among the worst tourist attraction destinations in the world. Also, according to their capabilities, the media play an important role in creating the context for the expansion or stagnation of tourism-related activities. In sports tourism, social media is also used for marketing and attracting fans; therefore, the aim is to identify the impact of social media on the increase of fan tourism in the Tehran Enghelab Club.

In terms of practical purpose and terms of data collection, the current research is a descriptive-correlation type of research. The statistical population of the research includes domestic sports tourists who traveled to Tehran's Sports Cultural Complex in the spring of 2021. This complex is a place with special features that attract different tourists. This stadium has an area of ​​one million square meters, more than half of which is green space and the other half is various indoor and outdoor sports spaces. Also, Inglaeb Family Sports Complex has created the most complete facilities in the fields of golf, tennis, squash, volleyball, basketball, football, swimming, sauna, bodybuilding, martial arts, fishing, and car riding (karting) for members and their families. In this research, the available sampling method was used. To determine the sample size and due to the unavailability of the standard deviation of the population, first, a sample of 30 people was taken from the population and the said questionnaire was distributed among them. According to the assumption that the statistical population is limited and based on the following relationship, the number of samples required at the confidence level of 95%, Accuracy of 0.1, and variance of 0.62 were determined to be 240 people. A 5-point Likert scale (1- completely disagree, 2- disagree, 3- no opinion, 4- agree and 5- completely agree) has been used to measure the variables of the conceptual model. To ensure the accuracy and correctness of the research results, the technical characteristics of the questionnaire were evaluated in two sections, validity and reliability, using different criteria. In this research, construct and content validity were used to check the validity of the questionnaire. Cronbach's alpha coefficient was used to evaluate the reliability of the research variable measurement tool. Also, considering that Cronbach's alpha of all variables was higher than 0.70 and the overall alpha of the questionnaire was calculated as 0.87, it can be concluded that the research tool used has a good level of reliability.

 This research has investigated the relationships between variables by using SmartPLS3 software and structural equation modeling. This method is a statistical model to investigate the relationship between latent variables and manifest variables. To check the fit of the model in three levels of measurement, structural and general, several criteria are used to check the fit of the structural model of the research using the partial least-squares method, which is the first and most basic criterion of significant coefficients or t-statistic values. The fit of the structural model using t coefficients is such that these coefficients must be greater than 1.96 to confirm their significance at the 95% confidence level. The second criterion for checking the fit of the structural model in research is that R2 coefficients related to the hidden variables are endogenous to the model. R2 is a measure that shows the influence of exogenous variables on an endogenous variable and three values ​​of 0.19, 0.33, and 0.67 are considered for weak, medium, and strong values ​​of R2, and in this research both measures are higher than 67. 0 (criterion of strong values), so the structural model has a strong fit from the point of view of this criterion. The Q2 criterion in the current research is for sports tourism (0.704) and the maturity of fans (0.544), which shows the high and acceptable fit of the structural model of the research. The value obtained is 0.799 for GOF fit. The overall research model is very appropriate and approved. The value of 3.792 obtained in the Sobel test, which is higher than the base value of 1.96, indicates the mediating role of the fans' maturity structure. The VAF statistic shows that the mediating intensity of fans' maturity is equal to 0.294, which means that the mediating effect is partial. Based on the results, the fit of the presented model is confirmed in the measurement and structure sections. Finally, to measure the main hypothesis, five sub-hypotheses have been used, and the t-coefficient corresponding to the five existing relationships has been confirmed. Therefore, it can be said with 95% certainty that social media has a positive and significant effect on the increase of sports tourism by mediating the maturity of fans in Tehran's Enghelab Sports Club in these five directions.

According to the main goal of the research, which is the effect of social media on sports tourism through the mediation of the maturity of the fans, all the sub-hypotheses of the research were confirmed, for this reason, it can be said that tourism as an economic sector, according to the type The tourism place and region takes different forms. On the other hand, sports are the most common motivating factor for tourists. Therefore, sports can attract many tourists; Therefore, events that include sports are considered a type of attraction and act as a factor that attracts tourism to the destination city or country. Also, the business of sports and industrial tourism is a combination and it is so profitable that all countries, regions, and organizations in charge of sports and the sports fields themselves also benefit from it. For this reason, researchers believe that social media can increase the participation of sports tourists by creating interest and motivation in tourists in different regions. In this regard, it can be stated that for the first step, which is the recognition of needs, social media can stimulate new ideas or influence the process of changing a need to a specific desire. Finally, it can be said that the interaction between the media and tourism provides opportunities to gain deep knowledge about the consumption patterns of tourists, which inevitably shapes the way and mechanism of producing various goods and services to attract them as much as possible. As a result, tourism media is a field of study that may significantly increase our awareness of tourism processes and functions. The media can investigate the travel motivations of sports tourists in different ways. Those involved in the field of sports tourism should know the main motivations of the trips by surveying different media and preparing a program or publishing an article about the known factors. Also, new media introduce new facilities and provide new opportunities and challenges for regions in the tourism sector. In other words, the philosophy of social media is the speed of spreading information around the world with active users who have the opportunity to exchange or share an opinion, a thought, a message, etc.; For this reason, it is suggested to post image and video emails related to the team on the team's dedicated site; Because this information is more durable and fans of the team can make copies of images and video files in their personal archives on social media and share them with their friends at the right time. In this regard, tourism planners and sports teams should monitor the conversations and information about their brand on social media. Also, policymakers and researchers should pay more attention to youth tourism and try to meet their needs in the web space. Attention should be paid to the needs of visitors, including creating a personal approach and establishing intelligent, creative, and interactive communication that includes empathy and emotions. The tourism industry should consider the attitudes of sports fans regarding social media and find a popular approach to providing information on social media.

The significant tool of social media in small-and-medium sized businesses (SMEs) has reached such a dimension that the survival or collapse of a business occasionally depends on the use of modern technologies and social media and their impact on the marketing services and figures of sales. This research is aimed at expanding the scope of theoretical and practical knowledge in the area of Home-based businesses by applying the technology and, in particular, the social media.The research method is considered applied in terms of the purpose in which a meta-synthetic approach based on documents has been used. Further, in this study, 416 articles in the related research areas has been selected from the Web of Science (WOS) and Scopus Scientific Database where, upon the screening process, 34 articles has finally been chosen to extract the findings. By using the meta-synthesis method, the three constructs (components) of the main environments, interactive orientations and key stakeholders accompanied by 11 concepts have been identified. The findings based on the expert's opinions, have been confirmed by the Kappa Indicator of 0.693 and may be used as a roadmap for the keen policymakers and investors in this field.

Recently, the influence of social media has affected various departments, including public relations in organizations (Alagoy & Brislow, 2016). Social media not only help to provide a large amount of information but also greatly improve the participation and voice of the organization in front of the public (Al-Kandari et al., 2019). Social media provides multiple opportunities for public relations professionals to interact with the public (Curtis et al., 2010). As such, PR professionals must adapt and grow their knowledge and skills to keep up with the evolving digital landscape. However, empirical evidence in public relations is scarce and there is limited understanding of its true value to organizations or the public. According to Sutherland et al. (2020), little research has been done on the successful implementation by public relations of social media for organizations. Most of the insights gathered have been through case studies and industry reports, which are not generalizable to the service sector. On the one hand, the breadth and diversity of the services sector's activities in the economy, along with its contribution to added value and employment, doubles the importance of paying attention to this sector. On the other hand, success in providing services is not possible without the opinion and maximum participation of stakeholders, and public relations in the Tehran Metro Organization, as the largest urban railway organization in the country and one of the most important transportation infrastructures of citizens in the capital, can help transfer policies and programs. The organization should act very effectively with the stakeholders as well as their ideas, thoughts and suggestions to the decision-making institutions in the organization. However, the current structure of public relations in the Tehran Metro organization suffers from problems related to traditional structures, lack of innovation, weakness in creating interaction with members of society in the field of organization services and receiving feedback from the audience to the organization, which has caused public relations despite having The necessary capacities and tools cannot gain a suitable position among their audience. Considering the importance of public relations duties in reflecting organizational problems and providing consistent information outside and inside the organization to the people and officials of the organization and helping to make internal decisions in order to solve problems and improve processes, the weakness in the efficiency of public relations activities leads to the degradation of the organization's position. It is among the general public. Considering the central role of the Tehran Metro Organization in the satisfaction of citizens with urban transportation, and while paying attention to the importance of public relations, it is necessary to clarify the necessity of people's right to access correct, accurate and fast information from each organization, based on a necessity and responding to the needs of the audience. has been created, it seems that creating a public relations model based on the use of social media can be a solution in this field. The current research was conducted to design a pattern of using social media in order to improve the effectiveness of public relations of a service organization with a mixed approach.

This research is applied in terms of purpose and exploratory in nature, which has been analyzed with a mixed (qualitative-quantitative) approach. In the first stage, the qualitative method and in-depth interviews were used to identify the components of the model. In the qualitative section, there are 16 academic experts and senior managers of the Tehran and Suburbs Metro Operation Company who were selected in a targeted manner. In this research, the criteria for selecting samples was having a doctorate in the field of media management, having research experience related to the research field, and executive work experience in the field of public relations. In order to analyze the data of the qualitative part, the theme analysis method was used using MaxQDA software. In order to check the reliability of coding, the test-retest reliability method was also used. Next, to fit the model designed in the qualitative part, a quantitative method with a structural equation modeling approach was used. The participants in this section included the managers and experts of Tehran and Suburbs Metro Operation Company. To determine the sample size, Klein's rule (2005) was used to determine the sample size for the structural equation modeling method. Klein (2005) recommends using 5-10 times each parameter to estimate sample size and describes 200 as an average sample size. Therefore, since there are 30 items in the measurement model, a minimum of 150 samples and a maximum of 300 samples are required. Therefore, according to Cochran's formula, 200 people is a sufficient sample size. The samples were selected by stratified random method. The data collection tool in the quantitative part was a questionnaire based on the findings of the qualitative part, whose validity was confirmed by the content validity method and its reliability was confirmed by Cronbach's alpha method. Quantitative data analysis was done by Lisrel software.

In the qualitative part, based on the analysis of the interviews with the theme analysis method, it was determined that the pattern of using social media in order to improve the effectiveness of the public relations of the service organization includes two main themes of social media capabilities and the promotion of the organization's public relations activities, 5 sub-themes and 30 concepts. The category of social media capabilities includes three sub-themes of media communication, ease of use of social media, social media notification, and promotion of public relations activities of the organization includes two sub-themes of communication in public relations and development of public relations. Based on the qualitative part, the initial model of the research was formed, and in order to fit the model obtained from the qualitative part and analyze the relationships of the model, the structural equation modeling technique was used. In the quantitative part, based on data analysis by structural equation modeling with Lisrel software, it was also determined that there is a significant relationship between the use of social media and the promotion of public relations of service organizations. Finally, the findings of structural equation modeling showed that the designed model has an acceptable fit.

With the increasing development of technology and digitalization, today's audiences have changed a lot compared to the traditional audiences of the past. Accordingly public relations must grow and change along with new media and tools. Tehran Metro Organization, as a public service organization, needs constant accountability and awareness in various fields, including technical defects, accidents and social issues that have occurred in the service environment of this organization. This issue has become more prominent with the increasing demands and information needs of today's audience. According to the results of this research, social media capabilities with the benefit of media communication, information and ease of use can help the public relations of Tehran Metro in realizing this. These capabilities, as a communication bridge and watchdog of the social system, can play an important role in conveying the demands and expectations of the people and expressing the achievements and actions of the service organizations. By relying on the results of this research and using the capacities of social media, public relations managers and policymakers of service organizations can provide a suitable platform for the development and promotion of the effectiveness of public relations activities and improve the performance of the organization on the one hand and the satisfaction and well-being of the society on the other. On the other hand, have a pi. For this purpose, it is suggested that the Tehran Metro Organization and organizations active in the public service sector, by participating in discussions and sharing the current social issues of the society, create stronger communication with the audience. Public service organizations can show their empathy with the audience by addressing social issues along with news and information related to their organization and creating effective communication with them. Also, the Tehran Metro Organization should have an active and responsive presence in the social media space, respond responsibly to the events and issues that occur in the metro environment, and provide information with full transparency on the social media of this organization. In the following, it is suggested that the Tehran Metro Organization, by documenting the activities of the organization by creating news and video content, use the virtual space to present the news of the activities to the contacts and the media. The organization should keep in mind the principle of honesty in the transfer of organizational activities on the social media to gain the trust of the audience.

Despite the increase and widespread use of social media in businesses, the identification and ranking of this new approach in the literature of the marketing field has been neglected. The current research was conducted with the aim of identifying and ranking the opportunities and challenges of the effect of advertising messages in social media. This research is based on mixed research, qualitative and quantitative, which is applied in terms of purpose and descriptive in terms of nature and method. The statistical population of the research is the experts of Iran Chamber of Commerce, Iran Trade Development Organization and academic experts. 31 members of the statistical population were selected using the snowball sampling method. The tool for collecting information is a paired comparison questionnaire. In the first stage, using the literature review and research background, opportunities and challenges were identified, and in the qualitative stage, by implementing the Delphi technique, the conceptual model of the research was extracted in the form of three main criteria and 18 sub-criteria. In the quantitative part of the research, using the fuzzy hierarchical method, it was found that in the field of opportunities, criteria related to marketing and advertising have the main priority, and in the field of challenges, criteria related to social factors have the highest priority. Indicators of breaking geographical borders in advertising and having a large audience from the social criterion as the first and second indicators in the section KeywordSocial media, advertising messages, opportunities and challenges, Delphi technique, fuzzy hierarchy

Estimating the effective factors of Iranian goods adoption through induction processes is a much neglected area of research. The aim of this study, however, is to explore the effective factors on the Iranian goods adoption knowledge in social media. Mixing the meaning-making theory, social influence theory, information rich theory, fear attraction theory, and potential contribution method, a model for the Iranian goods adoption knowledge was constructed. This is a practical research which follows a descriptive-survey method. The research population is the customers of Pars-Khazar company in the social media, 127 of whom were selected through census sampling. The research sample answered to a 5-point likert scale. SPSS and PLS smart software were used for data analysis. This study tested the intervention variable of trust in the process of Iranian goods adoption knowledge. The findings showed that the knowledge richness had a significant positive effect on trust in general, and trust in Iranian goods adoption through knowledge quality, knowledge consensus, and knowledge richness in particular.

Tourism is one of the most critical and growing industries worldwide, considered as one of the global trends that has combined economic, social and cultural affairs. Tourism is one of the fastest-growing sectors of the global economy, aimed at meeting the different wants of consumers based on human needs and the desire to travel. Also, increasing competition in national and international markets has made firms develop a competitive advantage by increasing information sharing. Therefore, rapid environmental change is one of the most critical challenges facing tourism enterprises, which has forced them to innovate. Given its rich history and culture, Iran can organize various events and take advantage of the golden opportunity to reap economic and cultural benefits. The tourism industry highly relies on various initiatives, such as events, gatherings, and ceremonies. On the one hand, choosing any destination depends on such activities. On the other hand, various novel tools and techniques are designed to realize this issue through social media platforms worldwide. Such social media platforms are widely used in Iran, especially in the tourism sector. This study aims to investigate the effect of tourism events on destination selection through the mediating role of social media.

The present study is applied in terms of purpose and descriptive correlational in terms of method. The statistical population includes those domestic tourists who have travelled to Yazd, Isfahan and Shiraz in the springs of 2018 and 2019. Based on Cochran's formula, the number of samples was determined to be 240. Data were collected through a questionnaire and statistically analyzed using pls3 software. The authors used a questionnaire that included 24 closed questions to collect the data. Twelve questions of tourism events (Getz and Page, 2019), four questions of social media (Yoo et al., 2017), and four questions of destination selection (Wang et al., 2017) with a 5-point scale Likert (1- strongly disagree, 2- disagree, 3- I have no opinion, 4- agree and 5- completely agree) have been used to measure the variables of the conceptual model. This research has investigated the relationships between variables using PLS3 software and structural equation modelling. The reason for using this software is the lack of need for normal distribution compared to other existing software (Klein, 2015). In this study, tourism events are deemed as the independent variable, destination selection as the dependent variable and social media are considered as the mediating variable. To ensure the accuracy of the research results, the technical characteristics of the questionnaire were evaluated in two parts: validity and reliability using different criteria. The validity of the questionnaire has been evaluated and confirmed through content and structure validity. To evaluate the instrument's content validity, the opinions of experts aware of the subject have been taken into account. Besides, to measure the validity of the structure, the model of structural equations of convergent and divergent validity has been used. To determine the convergent validity, the average variance extracted index (AVE) was used, and for divergent measurement, the root mean of the index of the average variance extracted was used.

The analysis of Smart PLS 3 software showed that cultural, sports, scientific and religious events have a positive and significant effect on destination selection with the mediating role of social media. More specifically, cultural events such as the ones held in local and urban areas of Yazd, Isfahan and Shiraz could affect destination selection by both national and international tourists. Besides, these cities hold regular sports events during springs which could affect destination selection, if promoted on social media platforms. In addition to these two types of events, scientific events, such as tourism-related conferences and workshops, are held in these cities, which attracts tourists from all around the world. Finally, as many Zoroastrians have historically lived in Yazd and Shiraz, and Isfahan has been a major city for Muslims, many religious events are held in those cities. Based on our findings, such events could also be promoted through social media platforms to host more tourists.

Due to the increasing demand of tourists worldwide to travel to various touristic destinations, using social media tools to introduce such attractions and attract tourists is essential. Social media platforms can allow tourists to enter the desired location virtually through web tools before deciding to travel to a specific point, and check the feasibility of the travel by studying and viewing the available multimedia information. Besides, according to the benefits of a destination selection and based on their understanding of the advantages and disadvantages of such trips, they could easily make efficient and effective decisions in this regard. It is noteworthy that by promoting various cultural, sports, scientific and religious events on social media platforms, and through designing and implementing relevant social media advertising strategies, one could take advantage of such platforms to improve the socio-economic development of various touristic destinations. Finally, it is crystal clear that increasing the number of such events could synergize this impact, as one could prepare more interesting content to help potential tourists choose a specific destination for their journeys. The present study faced limitations that point to future research, although the hypotheses are theory-based and the research results reinforce theoretical expectations. First, this research is limited to domestic tourists in Shiraz, Yazd and Isfahan. Another significant limitation is that this study focuses only on the effects of tourism events on destination selection and ignores the impact of foreign tourists. The sampling unit of this research is domestic tourists who have chosen their destination through social media. In addition, the research hypotheses were tested with a questionnaire that provided only cross-sectional data, and no longitudinal data were collected to observe changes in tourism events, destination selection, and social media. Therefore, future research should examine the effects of foreign tourists on destination selection in Iran.

Having producers in the domestic consumer market in any country is one of the factors of economic growth and development.Influencer marketing is one of the new methods of digital marketing that can be used to lead consumers to buy and consume domestic products.The present study,in a qualitative manner and using the systematic grounded theory method,has been done to identify the Influencer marketing components in persuading customers to buy domestic products.In order to obtain the most information about the phenomenon,using theoretical sampling method and snowball technique,the research participants,which included university faculty members,marketing experts,managers of advertising and branding companies,were selected to achieve theoretical saturation, 17 of them underwent an in-depth and semi-structured interview.By analyzing the information,the components of influencer marketing in persuading consumers to purchase domestic products were identified in coding steps and drawn in a pattern. The results indicate that changing the type of communication and behavior of consumers, technology growth and changes in marketing methods have caused people to pay attention to Influencer marketing.Influencer marketing expands the scope of consumer awareness,engages people's feelings and emotions,and changes shopping behavior.This research also introduces components such as research,scenario development,presenting a different model according to the market,using stealth marketing and integrated marketing as Influencer marketing strategies that these strategies are influenced by the contextual and Interventional conditions.The consequences of good implementation of Influencer marketing will be customer loyalty,increased sales and revenue,reduced failure rates,branding and competitive advantage for organizations and brands.