جستجوی مقالات مرتبط با کلیدواژه « رویکرد داده بنیاد » در نشریات گروه « مدیریت »

Collective stupidity as a destructive enemy of organizations is the cause of repetition of past mistakes, slowness in sharing knowledge, distorts the effective performance of knowledge workers and produces costs resulting from trial and error. Purpose of this research is to provide a model of CD of KBCs.Qualitative data extraction is the product of in-depth interviews and database approach. Targeted sampling of specialists and experts of 12 KBCs was done.Non strategic thinking and unilateralism, inefficient recruitment system, lack of improvement of human resources, defect of elitism system, managerial weakness, lack of productivity of payment system, High formality as the strategies provide the possibility of establishment of the phenomenon of CS. Causal factors in the three categories of individual, group and organizational factors have a direct effect on the strategies of CS. Organizational culture, the nature of knowledge activities and the characteristics of the organization are also provide the ground for the realization of CS strategies and have an indirect effect. Collective stupidity leads to individual and organizational consequences such as reduced creativity, lack of organizational agility and CS.

The primary aim of this research is to present a paradigmatic model for brand placement in the Iranian cinema industry using a grounded theory approach.

This study is applied in purpose and descriptive-exploratory in nature, employing a mixed-methods approach. In the qualitative section, 28 experts from the fields of marketing and the cinema industry were selected using non-probability snowball sampling, and semi-structured, in-depth interviews were conducted with them. In the quantitative section, 384 master's and doctoral students in business management and participants in open managerial courses were selected through convenience sampling, and data were collected via questionnaires. For data analysis, grounded theory was used in the qualitative section, and structural equation modeling was employed in the quantitative section.

The qualitative findings revealed that 85 concepts, 31 subcategories, and 12 main categories were identified within the paradigmatic model. These categories include causal conditions (factors related to the film, audience, and brand), the central phenomenon (brand placement), strategies (branding strategy and audience strategy), intervening conditions (facilitators and inhibitors), contextual conditions (related to the film and audience), and consequences (for film producers and brand owners). The results of the confirmatory factor analysis also confirmed the validity of the research model with a good fit.

The results indicate that brand placement in the Iranian cinema industry can create mutual value for both brand owners and cinema industry practitioners. Enhancing the effectiveness of brand placement requires attention to factors related to the film, audience, and brand, as well as the formulation of appropriate branding and audience-focused strategies. Marketing managers and film producers should pay special attention to the alignment between the brand and film content, the use of appropriate execution techniques, and engaging active audience interaction.

Green marketing has paid the attention of organizations due to the increase in environmental concerns and the pressure of interested parties for an attractive strategy.The aim of this research is to identify the factors affecting green marketing in the hotel industry.The research method is qualitative.The statistical population of the research was 10 university and hotel experts.Data were collected through in-depth semi-structured interviews and literature review.Data analysis was done based on the grounded theory approach, which includes open, axial and selective coding. The validity of the questionnaire was measured and confirmed by experts and its reliability through Cronbach's alpha.Convergent validity of AVE is adequate for all research constructs.Finally,by communicating between the categories, the research paradigm model was presented,including 18 factors affecting green marketing and 69 concepts.The value of the Kappa coefficient is equal to 0.696, which indicates the validity of the agreement level of the model.The factor of green product (green hotel) was determined as the main phenomenon.The results of the research show the effect of green product,behavioral response of customers,ecological literacy,trust and green marketing mix on corporate image,motivation and improvement of hotel performance.Also,the category of trust was identified as an intervening factor and the most important factor affecting green marketing.

The purpose of this research is to investigate the current state of maturity of human resource management in schools. This research was conducted with a qualitative approach and a data-based method. The statistical population includes the study population of this research, all the main agents involved in the management of human resources of education in the province of Sistan and Baluchistan, including; They were teachers, school principals and human resource managers. which were selected through purposeful, criterion-oriented sampling. Data were collected through semi-structured interviews with seventeen teachers, eight school principals and eight human resource managers. In order to analyze the data, open, axial and selective coding method was used. Lincoln and Cuban criteria were used to ensure validity and reliability. The research results were organized in ten main dimensions and nineteen main axes based on the Roberts model. These dimensions include the process of human resources strategy, organizational capability development, recruitment, employee development, talent management, performance management, reward and appreciation, health and safety, internal and external communications, and data and systems management.

The purpose of this research explaining the consequences of professional ethics in oil industry and presenting a conceptual model. professional ethics, and optimal function of organizations today and tomorrow dissemination itaims to provide methods and guidelines that specify assignments for individuals and professional groups to create a kind of moral commitment and work conscience towards all kinds of duties and officals. Method of use in combined Qualitative and quantitayive) and two methods of grounded theory and statistical method have been used to extract the factors. The research population statistical consists ministry of petroleum and the headquarters of the refinery and distribution company and four subsidiary companies. The main research instrument of this pure, descriptive-exploratory study was semi-strucred interviews with the informed and expert individuals who were active in the intended domain of the study categories were extracted with 16 experts who are familiar with subjest. Sampling was method snowball and the validity of the questionnaire was examined and confirmed by two methods of content and reliability has been determined by cronbachs alpha. Data was analyzed using three stages of open, axial and selective coding–used in grounded theory approach, upon completing the three stage of Delphi analysis Final decision and complted and finalized. data fits was carried out using amos 24 and, the general research model was confirmed. Findings led to the identification of the consequences of the professional ethics of oil industry If this industry relies on the effective results obtained in the paradigm model to strengthen professional ethics, it will achieve positive results.

The purpose of this study is to design a model for the development of technological innovations in the automotive industry in Iran. Case study: Ecosystem of clusters of research and development of commercial vehicles of Iran Khodro Industrial Group. Semi-structured interviews were used to collect data in the qualitative section. The interviewees were experts from Iran Khodro Diesel Company and were purposefully selected. Data analysis was performed using the Grounded theory method and with the approach of Strauss and Corbin. In this process, 131 codes, 78 concepts and 34 categories were identified, which were created in the form of 5 axes. In the quantitative validation part of the model, the structural equation modeling method was used. First, questionnaires were developed and their validity and reliability were examined. Then, they were distributed among the statistical sample. The statistical sample was 80 managers and experts in Iran Khodro Diesel. Based on the data analysis of the questionnaire, due to the abnormality of the data distribution, the research model was tested and approved by the partial least squares method using Smart PLS software version 2. Based on these analyzes, the effect of causal conditions on the main phenomenon is equal to 0.534, the effect of the main phenomenon on the strategy is equal to 0.628, the effect of intervening conditions on the strategy is equal to 0.473, the effect of intervening conditions on the strategy is equal to 0.752 And the effect of strategy on outcome is 0.641.

The purpose of this research is to provide a Pattern of financial empowerment in Small and Medium Enterprises with the Grounded Theory approach. The participants of this research can be divided into two general groups, including the first group including academic professors in the fields of management, accounting and finance (academic experts), the second group including experts with experience in small and medium-sized companies (experts experimental), categorized. This research was carried out with the qualitative Grounded Theory method of the Strauss and Corbin Foundation. To achieve this goal, after studying the literature and the background of the research, an interview protocol was designed and interviews were conducted with 17 experts using targeted non-probability sampling and snowball methods. In the open coding stage in the MAXQDA2020 software environment, a number of 458 open codes (descriptive codes) were obtained, and in the axial coding stage, categories were determined and according to screening, removing duplicate codes and integrating synonymous codes, a number of 63 categories were obtained. Sub and 8 main categories are presented as a Pattern of financial empowerment in Small and Medium Enterprises with the Grounded Theory approach.

Organizations are considered living entities whose character and identities, either healthy or unhealthy, are quite independent of their members. In this regard, it could be argued that a healthy organization can act efficiently to attract the citizens’ satisfaction, thus developing social trust. On the other hand, the Aviation Industry consists of companies and organizations, playing a pivotal role in the economic, social, cultural, technological, and developmental programs in both developed and developing countries. Therefore, the organizational health of this industry can increase the citizens’ social trust. Accordingly, this applied-developmental qualitative study sought to present a model of social trust-based organizational health to be used in Iran’s Aviation Industry using a grounded theory method. The required data were collected via semi-structured interviews made with twenty experts. The collected data were then analyzed using the NVivo software, according to which 218 open and 32 axial codes were extracted through open coding. The findings of the study suggested that factors related to service quality, customers (the passengers), the Aviation Industry, and staff and managers (human resources) were among the causal conditions. Furthermore, the background conditions involved in the organizational health of the Aviation industry were the status of the managers, staff, airports, aviation fleet, and the industry. Moreover, the intervening conditions identified in this regard included political, economic, technological, social, and legal factors. On the other hand, the study found that strategies such as promoting strategic thinking, improving communications, increasing technological utilization, and improving organizational structure could help enhance the organizational health of the Aviation Industry. Finally, the outcomes of such an enhancement could affect customers (passengers), the Aviation Industry, the staff, and the managers (human resources).

In today's business landscape, organizations operate within a fiercely competitive environment. The ever-evolving dynamics of technology and the increasing complexity of environmental factors compel these organizations not only to survive but also to contemplate differentiation and the cultivation of distinctive attributes. This strategic approach enables them to outpace their competitors and seek avenues for greater profitability. In pursuit of this goal, one essential tool employed is the concept of a "brand signature." This strategic tool serves as an effective means for organizations to encapsulate and convey the desired attributes to their specific stakeholders in the global market. Accordingly, this study has been undertaken with the objective of formulating a brand signature model tailored for knowledge-based companies.

This study is qualitative applied research. The statistical population of the study consists of experts in branding and marketing managers of knowledge enterprises. These individuals were chosen through a purposive sampling method. Once 18 experts were identified, data analysis commenced, and the process of re-sampling persisted until theoretical saturation within the categories was achieved. The data collection methodology employed to identify the categories encompassed semi-structured and unstructured interviews. To check the validity, the Cresol model was used along with the content validity, the intra-coder, and inter-coder reliability.

In this study, a research model was developed using the grounded theory approach following the Strauss and Corbin method. Atlas. ti software was utilized to facilitate this process, employing open, axial, and selective coding methods to identify factors falling into categories such as causal, contextual, intervening, central, strategic, and consequential.

The study's outcomes encompassed the presentation of a model that incorporated causal, contextual, and intervening conditions. Additionally, the study introduced the concept of a phenomenon-centered approach, presented brand signature strategies, and identified their associated consequences. In this research, the brand signature model was presented based on the three axes of brand identity, brand personality, and name and logo. Further, the study’s findings revealed that the most important causal conditions that justify the brand signature include increasing competitors, diversity and multiplicity of brands, technological changes, identifying market opportunities, competitiveness, and updating the business environment. The results also showed that legal and managerial infrastructure, strategic factors, marketing information systems, and social responsibility stand as the most important factors playing an intervening role in justifying the brand signature. Therefore, managers are advised to implement three key strategies: brand awareness, advertising, and marketing strategies. Furthermore, managers can enhance brand awareness by reminding customers about the brand, providing informative content, organizing exhibitions, and conducting impactful virtual advertising campaigns. These efforts aim to introduce as many of their company's brands as possible to the target audience.

This research seeks to recognize Challenges of Tadbir Plan currently executed in elementary schools.
This is a qualitative research using grounded theory approach. The population of the study comprises experts in educational management, curriculum planning, and specialists of elementary schools in Iran who are familiar with Tadbir Plan. The participants were selected through purposive criterion-based sampling. The data were collected through semi-structured interviews. Open, axial, and selective coding were used for data analysis. The validity and reliability were measured using Lincoln and Guba criteria.
The results suggested 25 central concepts and eight selected items, which were organized in a paradigmatic model including poor plan orientation and self-assessment in schools as central items and the causal conditions (lack of cooperation and participation of agents of the plan, poor management in schools, directive-orientation and quantity-orientation education), contextual factors (lack of supportive atmosphere, poor teamwork culture, poor technological structures, centralized educational structure), facilitative intervention conditions (personal characteristics, organizational characteristics, and legal requirements), restrictive intervention conditions (intra-organizational and inter-organizational obstacles), and strategies (improving the organizational culture and school atmosphere, changing attitudes of policymakers regarding personal development of principals, teachers, and decentralization).
Paying attention to the Tadbir plan and its basis provides the professional growth of managers. In the implementation of plans such as Tadbir, attention should be paid to the local approaches of schools. Collaborative approaches should be used in the implementation of the Tadbir plan in schools; Selection of specialized and trained managers for schools should be considered and required; more attention should be paid to the approaches of succession and mentoring in the training of school administrators.

The results of the quality section show 12 categories of factors: adaptability, product mix, brand management, flexibility, quality, control, initiative and innovation, strategic capability, planning; Technical knowledge, Research (exporting ideas) and Health, under the selected code Product Quality and as a causal factor, 7 categories of factors: Insurance coverage, Organizational justice, Organizational entrepreneurship And Agility, Learning and Anthropology under the two headings of Job Security and Knowledge updated in the field of activities, as underlying factors, 14 categories of factors Customs Regulation, Institutional Support Meritocracy, Thought, Political Economy, Effectiveness, Political Approach, Economic Diplomacy, CIA Orientation, Economic Factors, Money and Currency Market, Threat of Currency Fluctuations , Capital Environmental Factors And Competitive advantage (return on investment), under the three selected codes of legal protections, political factors and economic factors, as intervening factors, 3 categories of factors: communication mix, communication (job security) and management Customer under the selected code of marketing communications as a factor of strategies and finally 13 categories of factors marketing capability , distribution mix , price mix , new marketing capability , dialogue and dialogue capability , interoperability , Trust, Competitiveness, Competitiveness Factors, Industrial Competition, Competitiveness and Competitive Law and Strategic Thinking (Scientific Production with Preservation of Authenticity) The consequences of exporting handmade carpets have been identified.The results of model validation also show the validity of the analyzed paths of the model from the perspective of experts.

The purpose of the current study was to design a paradigm model in order to establish idiosyncratic deals within private companies of Iran. In this research, a qualitative method based on the grounded theory was utilized. Semi-structured interviews and Strauss and Corbin data analysis were conducted to gather the data. Sampling was carried out using a theoretical sampling approach, and purposive-judgmental and snowball sampling techniques. After analyzing the results of the interviews with 19 professors and experts within private companies, in the process of open, axial, and selective coding, an idiosyncratic deals paradigm model was presented with 6 topics and 28 concepts. Based on the results, the casual factors influencing idiosyncratic deals within private companies are as follows: “hierarchical structures”, “motivation and collaboration”, “wage payment systems”, “resilience”, “behavior and task-oriented leadership style”, “employment limitations”, “lack of satisfaction among employees”, and “unwillingness to change”, the”, “strategic vision of the company”, and the intervening conditions are “managers’ support”, “negotiation power”, “management personal traits”, “leader-member exchanges”, “Adhocracy system within the company”, “meritocracy strategies”, “increased employees’ bargaining power”, “flexible work environment”, “providing novel ICT platforms”, “structural changes”, “improving service compensation system”, “decentralization”, “psychological empowerment”, and “holistic communication”. Moreover, establishing idiosyncratic deals can have “personal consequences” as well as “organizational consequences”.

The insurance industry is one of the most used professions and the popularity of general insurance services is increasing. Meanwhile, insurance companies that can create better satisfaction (CX) for their policyholders will earn more profit. Research has shown that many customers are willing to pay more for better or higher quality customer service or experience. On the other hand, today the use of insurance services has become one of the most important necessities of any society and almost all citizens deal with one or more types of insurance depending on their type of work, income and social activity, but in recent years, this industry faced with many problems and one of the ways to support the industry out of problems and increase revenue, is to create a pleasant experience and reduce confusion for customers. Therefore, the purpose of this study is to provide a model of customer experience of confusion in choosing services from insurance companies.

The current research was carried out by using a qualitative method and foundational data theory (Strauss and Corbin's approach). The statistical population of this study includes managers and experts in marketing, sales, etc. of four insurance companies: Pasargad, Tejaratno, Mihan and Parsian. Using purposive sampling and conducting fifteen interviews, the researchers achieved theoretical adequacy and saturation and obtained the data they needed for analysis using triple coding. The purpose of sampling in qualitative research is to better understanding the phenomenon, so sampling in this study is purpose-based, because the purpose of qualitative research is not to generalize the findings to the community from which the sample was selected. For this purpose, the researcher used participants who were managers and experts in the insurance industry through interview tools.

After extracting the required data, the researchers presented their final model in the form of six main dimensions and twenty-seven sub-dimensions by analyzing the data and using open, axial and selective coding. Based on the findings obtained from the application of the data based strategy and in order to examine the dimensions and key components of the customer experience of confusion in choosing services from insurance companies, a total of six main dimensions were identified. The first dimension is "customer experience" and includes the quality of customer relationship, appropriate insurance information and long term relationship with the brand, satisfaction in paying premiums, discount on issuance, targeted advertising and customer trust. The second dimension is "strategy" and consists of three key components, including the variety of insurance services, brand credibility and a pleasant customer experience. The third dimension is "causal conditions", which include lack of proper needs assessment, financial dissatisfaction, failure to address customer complaints, delays in payment of damages and providing inappropriate information to the customer. The fourth dimension is the underlying conditions and includes the credibility of the insurance brand, the transparency of the insurance brand and the mental image of the insurance brand. The fifth dimension is called "consequence" and includes six components of negative publicity, changing the time of buying insurance, canceling the purchase of insurance, reducing the purchase of insurance, increasing mental involvement and making the wrong decision. Also, in this research, during the interviews with the scholores, they identified the factors that he mentioned as an intervening variable and include increasing the market share, completing the product portfolio and ease of shopping for customers.

The findings of this research showed that founded on the data-based approach and triple coding, the researcher's paradigm model consists of six components called damages, customer experience, brand reputation, confusion, online insurance sales and brand equity. What is crucial for customers and reduces confusion is the ability of insurance companies to provide the desired customer service to create a pleasant experience. To be successful and reduce confusion, an insurance company must develop in line with changing customer needs. Find markets and products and be more dynamic than competitors to meet customer needs. At the end, suggestions are provided to create a pleasant experience and reduce customer confusion.

The expansion of restaurants and increasing of competition between them has raised the issue of service quality in order to satisfy customers. The present research is qualitative and the research method is Grounded Theory. The tools used for data collection were interview and the statistical population of the study included restaurant managers in Tehran and familiar with marketing science. The snowball method was used for sampling until the theoretical saturation was reached and finally 15 people were interviewed. Data analysis was also done through coding (open, axial and selective).From the results of data coding, 63 concepts and 26 categories were identified. Research model according to the dimensions of the Grounded Theory, ie causal conditions (market research, service competencies, restaurant food hygiene and customer orientation),the main phenomenon (how to supply food to the customer, employee empathy, the physical environment of the restaurant, customer trust and restaurant response)Underlying conditions(existing social conditions, competitive situation, cultural issues, restaurant development and Islamic values), intervention factors (social responsibility factors, customer expectations and customer payment costs), strategies (responding to customer needs, continuous quality management, management strategies), Employee Empowerment and Customer Relationship Management) and Outcomes (Customer Satisfaction, Customer Loyalty, Restaurant Executive Performance, and Customer Purchasing Behavior) were presented.

The present study on cooperate social responsibility(CSR) aimed at providing a model of CSR in food industry based on improving labor productivity. This qualitative research was an applied-exploratory one. To this end, 13 food industry experts were identified using targeted and snowball sampling methods and were interviewed. The data was gathered through in-depth interviews and analysed according to the grounded theory with the Strauss and Corbin ‘s systematic approach. The results based on the grounded theory approach revealed that there were 161 open codes, 46 axial codes and 20 selective codes. According to the results of the study, the use of the model would result in improved customer experience, brand reputation and economic independence, which, in the current situation of the country that is under economic sanctions, is an effective factor in reducing Iran's dependence on other countries. Moreover, it was found that labour productivity can be improved through the cleanliness and neatness of the work environment.

The need to observe the factors of sustainable development (especially environmental issues) in the ceramic-tile industry due to the high share of factories in this industry, has always been emphasized. In this article, we have tried to study the effective factors in the sustainable development of the supply chain of the ceramic-tile industry in Yazd province. The purpose of this study is to identify the indicators and provide a comprehensive model of supply chain sustainability in the ceramic-tile industry of Yazd province and to prioritize the indicators. Initially, while studying the research literature, 11 university administrators and experts were selected. Samples were selected by non-probabilistic snowball sampling method. The components were identified through semi-structured interviews and sampling was continued until theoretical saturation was obtained. In the qualitative part, the grounded theory approach was used. The obtained sub-indices were classified into 91 codes, 19 concepts and 6 categories based on the analysis of the grounded theory approach. Also, the findings of the quality sector led to the presentation of a comprehensive model of supply chain stability in the ceramic-tile industry of Yazd province. Quantitative data analysis was performed using the best-worst fuzzy method through Lingo17 software. And the results of the quantitative section led to the calculation of weight as well as the prioritization of dimensions and indicators. The concept of equipment with a final weight of 0.2777 was prioritized as the most important indicator and the concept of globalization with a final weight of 0.0027 as the least important.

Iran, with its vast geographical area, historical richness and also ethnic diversity, has many potentials for the development of intangible heritage tourism. However, so far there is no codified system to attract such tourists. Accordingly, the purpose of this study is to Design a Model for the Development of Intangible Tourism in Iran using the Grounded theory approach. Therefore, a semi-structured interview consisting of five general question and with 19 experts in this field, including: University professors, tourism administrators and cultural tour guides were selected using purposive sampling method with snowball approach, was done. MAXQDA qualitative software and manual coding method were used to analyze the data. In order to evaluate the face and content validity, the findings were presented to several participants and their opinions were applied after studying them. In order to check the reliability, the method of intra-subject agreement was used and the agreement rate was 84%. According to the research findings causal factors include: economic, cultural, social, historical and diplomatic, the basics include: policy making, organizational, educations and research and planning, barriers include: modernism, bureaucracy, conflict management and government, strategies also included: marketing, integrated information system, event management, support and participation, and the results and consequences included: economic, social-cultural, perceptual, developmental and sustainable. The results of this research will help the policy makers of intangible heritage tourism development in planning and implementation.

Today, the insurance industry has a key role in facilitating and promoting economic activities in society, and this industry is one of the leading and important sectors in the economy and capital markets. This study aims to provide a basic model of sustainable leadership in the Iranian insurance industry.

The grounded theory method was used to collect information using interviews. The interview of this research was designed using the CAR framework which Identified Context that show the problem of Insurance Industry and by action try to find proper and suitable way to solve this problem in the best way and finally the results determine what is the result of this action and how the insurance company benefits from the results. The snowball method was used to select the research samples. Thus, a panel with the participation of 25 experts; separately, 10 academic elites - faculty members and professors of university management - and 15 experts in the insurance industry - experienced and skilled managers in the Deputy of Management Development and Human Capital of Central Insurance - were created.

In this study, the systematic data approach of the grounded theory has been used. This approach, discussed in the joint work of Strauss and Corbin, inductively uses a systematic set of procedures to formulate a theory of a phenomenon. According to the systematic approach, theorizing is done in three main steps: open coding, axial coding and selective coding. After implementation, textual data were analyzed using this approach, and finally a paradigm model of research based on the grounded theory approach was developed, based on which the components of the causal condition include culture, sustainable behavior, continuous learning; Intervention components include: stable communication, understanding of challenges; The components of the action/interaction include: leadership habits, sustainable leadership skills, capacity building for creativity; phenomen categories include leadership activities, creative systems, quality products and services, development and trust in members, challenges and innovation, and long-term reflection; components of the effects of sustainable leadership include three components duch as decisive decision making, resilient economics, promoting resilience in society and finally the components of consequence for the insurance industry including improving financial performance, gaining competitive advantage and continuous improvement were identified.

The results show that the basic model of sustainable leadership in the insurance industry revolves around the phenomen category of leadership activities that are formed under the influence of causal conditions. This process begins with causal conditions and leads to the formation of a phenomen category, which is the leadership activities of the insurance company, which help to develop insurance by using strategies, and the result is knowledge creation, gaining a competitive advantage and developing insurance. Roadmap and resistance economy are also conditions that interfere with the leadership activities of the insurance company and behaviors, skills and behavioral styles are among the conditions for the implementation of sustainable leadership strategies in the insurance industry. Implementing sustainable leadership in the insurance industry and creating security and trust will pave the way for the expansion of manufacturing and service activities, in other words, other insurance companies will reduce anxiety by compensating by creating stability in society. Insurance companies are also good substitutes for government social security programs.

The growing evolution of social networks with intensified role in the business world and consequently in the advertising in one hand, and the ease of deception in such emerging media on the other hand, have increased the prevalence of deceptive advertising and false claims in the communication and commercial media. In this way, it is difficult for the audiences of social media ads to distinguish between the truthful and deceptive advertising and this can lead to distrust to social media advertising and reduced sales. In this regard, the present research aimed at providing a model for the perceived deception of social media advertising using grounded theory. For the purpose, in-depth and semi-structured interviews were performed among 15 people who had past deception related experiences in their purchase from social networks. Data analysis was undertaken using open coding method and MAXQDA 2020 software. Finally, the research conceptual model was designed based on 8 main categories, 15 sub-categories, and 71 concepts, and it was revealed that social media perceived usefulness and social media ads characteristics as “causes”, and media characteristics as “covariance” were effective on perceived deception. In this regard, customer knowledge and perceived trust were considered as “contingencies”. Consumer attitude was recognized as “condition”, and consumer characteristics was presented as contextual factor for such a process resulting in the occurrence of consumer psychological damage known as individual consequence of social media ads perceived deception.