نشریه مدیریت سبز
سال چهارم شماره 4 (زمستان 1403)

Social marketing has been a high share of research in this field in recent years. Therefore, the present study was aimed at examining the category of customer attitude to brand in social marketing to present a comprehensive image and view of this area. The approach of this study is the qualitative type and synthesis method. The research population is all articles (113 articles) that have been presented by brand -based social marketing and related areas in specialized and scientific databases over the past decade. The sample of the study is 25 articles, which are based on subject monitoring, theoretical data saturation, and purposefully selected. Research data is compiled from the qualitative analysis of the documents studied. With data analysis, social marketing indicators based on customer attitude to brand in 4 dimensions, 9 axes and 56 categories including product dissemination components; Price and competitiveness components (including sustainable competitive advantages, social-social pricing, social responsibility-based competitiveness); Targeting components in providing services (including emphasizing long -term interests, paying attention to perceived usefulness, integrating organizational goals with social responsibility); Branding and advertising components (including advertising-educational campaigns, advertising networking, creativity and innovation) were organized.

This article was done with the aim of presenting a model for the implementation of green human resources management policies in Shahrood University of Medical Sciences. The current study is an applied-developmental research in terms of its purpose, and it is a survey-cross-sectional research from the point of view of the data collection method. To achieve the goal of the research, a mixed exploratory research design (qualitative-quantitative) was used. The community of participants in the qualitative section includes professors and managers of Shahrood University of Medical Sciences. Sampling was done by theoretical sampling method and theoretical saturation was achieved with 10 people. The statistical population of the quantitative part also includes managers and experts of Shahrood University of Medical Sciences. The sample size was estimated to be 384 people using Cochran's formula and sampling was done by simple random method. A semi-structured interview and a researcher-made questionnaire were used to collect data. Qualitative analysis of expert interviews was done with thematic analysis method and the final model was validated with partial least squares method. Qualitative data analysis was done with Maxqda software and quantitative part was done with Smart PLS. The research findings showed that spiritual leadership has an effect on the supervisor's ethical laws, spirituality in the work environment, and ethical culture. These factors also affect the green human resources management policy and the mentioned policies in turn affect social responsibility, moral responsibility and legal responsibility.

In this research, a model has been proposed to optimize the transportation route. By considering different customers, different demands, considering different distribution points, considering different products and, different production process time of products, the current model has been able to examine the topic of vehicle routing from different aspects. These items were not available in previous studies, and other models have only generally increased profits. After solving the model by two methods, the results have shown that the planning done for vehicle routing has made a significant contribution to reducing operating costs, the route traveled, and at the same time reducing the consumption of fossil fuels. that the delivery of the consignment to the customers was within the time limit requested by the customers and exactly according to the time limit, and the products were delivered to the customers before the end of the expected deadline. Therefore, customer demand has been delivered to customers in the shortest possible way, at the lowest cost, with the lowest emissions and without shortages. Also, the results of the exact and meta-heuristic solution algorithms have shown the high adaptation of the modeling and the limitations of the model; In such a way that all the limitations of the proposed system have become feasible and the problem has been able to achieve an optimal answer in the desired period of time.

Nowadays, there is a lot of competition in the field of providing (banking) services due to the similarity of the product features, so organizations to create a competitive advantage to the new approach of social customer relationship management whose philosophy is to use the capabilities of social media to attract and retain customers. Have turned. Also, with the help of cause related marketing tools emphasizing green management in the framework of social responsibilities, the bank can improve its interaction with customers in the best possible way by raising the credibility of its brand name, with the aim of increasing their loyalty. The purpose of this research is to explain and design the model of customer relationship management in social networks based on causal marketing with an emphasis on green management in the framework of social responsibilities based on a qualitative approach based on data base theory. This research was conducted using qualitative research method and based on grounded theory method. The snowball method was used to select experts. The result of information analysis was obtained in the form of six categories of causal conditions, central phenomenon, contextual conditions, strategies, intervening conditions and consequences, and in the form of 19 sub-categories and 77 indicators. The results of this article can be useful for dynamic productivity in Sina Bank and create a good background for other researchers.

The purpose of this study was to design an effective management model in sports for the disabled in the country based on health development. This research was applied in terms of purpose, heuristic in terms of exploratory analysis method and mixed type in terms of data type. The statistical population of this study included professors and experts in the management of sports for the disabled and sports venues, and officials of the federation and provincial delegations of veterans and the disabled. The sampling method used to complete the Q questionnaire. Sampling in the quantitative part was determined by simple random sampling using the Morgan table formula of 150 people. In this research, the data obtained from sorting Q expressions in SPSS22 were entered and analyzed through Varimex rotation, Friedman ranking test and structural equation modeling. The results showed that a total of 11 mental patterns were identified regarding the indicators of effective management in sports for the disabled in the country based on health development, these 11 factors explain and cover a total of 90% of the variances. Using the Friedman ranking test, mental patterns include managerialists, proponents of planning, economists, mediaists, personal factors, the influence of family and friends, hardwareists, urban and access factors, legalists, socio-cultural and software factors, respectively. Finally, the results of structural equation modeling test showed that the research model has a good fit and all paths are meaningful and the identified patterns explain effective management in sports for the disabled based on health development.

Green influencer marketing is considered one of the new approaches in today's world in purchasing tourism services. Influencers, people with a large number of followers in social networks, play an important role in promoting products and services by influencing the attitudes and behaviors of customers. The tourism industry has also used this potential. The purpose of this research is to design a green influencer marketing model in purchasing tourism services. The research method is qualitative and the research strategy is based on foundational data theorizing. The participants include university professors, researchers and experts active in the field of tourism and marketing, 12 people have been selected by the judgmental sampling method of the snowball type according to theoretical saturation. To collect data, in-depth interviews and A semi-structured interview was used. To calculate the reliability of the model, the method of percentage agreement coefficient or Cohen's kappa coefficient was used, the value of which was calculated to be 0.85. The research findings included 6 categories. Causal conditions include social media developments and technological developments. The core category of the core category (green influencer marketing) includes the sharing of experience from the tourist destination and the mental representation of the destination brand. The strategies include the strategy of creating a mental road map, the strategy of creating unique content, and the strategy of online tourism services. Consequences include improving tourist performance, improving tourism industry performance. Intervenors include individual characteristics of influencers, macro environmental factors. Areas include personal branding and infrastructure.

The organizational structure is one of the most important factors of the organization's efficiency. The purpose of the research was to develop and validate a model for the organizational structure in Shiraz Municipality. The research method is exploratory. First, we collected and analyzed qualitative data, and then, based on the qualitative results, we collected and analyzed quantitative data. Next, the results of the quantitative part were used to explain the findings of the qualitative part. Qualitative data collection and analysis was done based on the qualitative case study method. In this regard, using a targeted sampling approach (based on specific criteria), in-depth interviews were conducted with twenty-three managers and employees of Shiraz Municipality. Then, the obtained data were analyzed through thematic analysis method and were organized in the form of basic, organizing and comprehensive themes, categories and network of themes. Based on the results, the model of organizational structure in Shiraz municipality has 5 dimensions and 46 indicators, which include the dimensions of formality, sustainable development, social responsibility of the organization, processes of the organization, and human capital, each of which has components. Validation of the data of the qualitative part of the research was done through reliability techniques. The findings of the first part were distributed among the managers and employees of Shiraz municipality in the quantitative part. The validity of the structure in the quantitative part was confirmed by confirmatory factor analysis and by Smart Pls software. The said dimensions and the relevant components are sufficient and reliable.

The aim of the research was to present a value co-creation model with a green human resources approach. This research is qualitative and based on data base theory. The participants include organizational experts, human resources and faculty members who were selected in a purposeful way. Research data were collected through in-depth interviews. The text of the interviews was analyzed through three stages of open, central and selective coding. The findings of the research showed that organizational structure and leadership, human resource development, communication and cooperation, attention to labor market developments, development and innovation, ethics and social responsibility, financial management and allocation of resources, and common organizational culture as causal factors; Technical infrastructure, organizational policies and strategies, technology service management, sustainable financial management policies, donors' capacity in health promotion, joint work space, structured knowledge management as a governing platform; Political conditions and stakeholders' intervention, financial and resource limitations, inefficiency of the organization's resource planning management, administrative system inefficiency, organizational anti-citizenship behaviors and cultural diversity in the university as intervening factors; Strategies for the implementation of the university's strategic transformation document, pathology of the human resources evaluation and development center, modeling the role of knowledge and industry coordination centers in the development of university-industry relations, allocation of administrative resources to facilitate joint projects, formulation and implementation of human resources capacities in achieving goals or The mission of the organization, the processes of strategic human resources management, the involvement of stakeholders in the university's policymaking process lead to individual, organizational and social consequences.