نشریه پژوهش های پیشرفت و تعالی
سال پنجم شماره 3 (پاییز 1401)

One of the latest marketing methods is using social networks and in recent years using the Instagram mobile application. Evidence shows that nearly 45 million Iranian users use this application, which makes it an important potential for marketing. Considering the massive volume of messages and advertisements in this virtual environment, identifying ways to improve marketing performance and increase the dissemination of advertising messages through message audiences is one of the important topics of modern marketing. By studying a successful model in digital marketing based on Instagram, this research has tried to examine Aysed as a successful example. The results provide a model for marketing based on Instagram, which includes two levels of infrastructure including information technology tools, organizational structure and sales process, and the level of activities including personal branding, content marketing, pyramid strategy and digital marketing.

The purpose of this research is to investigate the increase in customer satisfaction and trust and its relationship with the quality of superior services provided by the organization based on the role of emotional commitment. The current research is of an applied type from the point of view of the goal and descriptive-survey from the point of view of the method. The statistical population studied are the owners of modern heavy commercial vehicles of Iran Khodro Diesel Company, who go to authorized dealers of that company in the country to receive after-sales services. A questionnaire tool was used to collect information, and 196 owners of the mentioned cars answered the questions, and the results of statistical analyzes and tests indicate that there is a significant gap between the expectations of customers and their perception of quality. services, and this gap indicates that the quality of services received by customers was lower than their expectations. That is, the mentioned company has not been able to satisfy the customers in any aspect of service quality. Also, the priority of service quality factors is not the same on the Swedish satisfaction indicators from the customers' point of view, and respectively, the factors of reliability, responsiveness, assurance, sensations and emotional commitment have priority from the customers' point of view.

The aim of the current research is to investigate the effect of emotional intelligence on the job stress of locomotive drivers and train heads (case study: conductors and train heads of the Eastern Railway General Administration). The research method is a correlational research type and the statistical population of the research includes conductors and train heads of the General Directorate of Eastern Railway. Simple random sampling method and the sample size is estimated to be 80 people using Morgan's table. In order to collect data, OSIPW standard questionnaire for job stress and Sorbonne University questionnaire for emotional intelligence test were used. For data analysis, descriptive statistics and inferential statistics have been used. The obtained results indicate that emotional intelligence had a positive and significant effect on job roles. Among the components of emotional intelligence, the components of recognizing and expressing emotions and emotional decision-making had a positive and significant effect on job roles. Also, the results show that all components of emotional intelligence have a positive effect on job roles.