Journal of value creating in Business Management

Abstract Extended Abstract
Abstract
The aim of this study was to investigate the perceived effectiveness of e-commerce platforms on the perceived economic advantage of the consumer in predicting sustainable consumption in an epidemic. The present research is applied in terms of purpose and descriptive-correlative in terms of nature and method of data collection; And is specifically based on structural equation modeling. Quantitative research data were used as a distance scale using the standard Research Questionnaire of Lobel Trong Tovi (2021). The statistical population of the present study is all customers of online shopping of e-commerce platforms in Iran. Due to the large number of users and the number of more than 10 active platforms in Iran, and due to the large number of the target community, 100,000 people have been considered. According to Morgan''s table, 384 people were selected as a sample in this study. The sampling method in this study was simple random. The results show that the effect of the perceived effectiveness of e-commerce platforms on the perceived economic advantage of the consumer in predicting sustainable consumption is equal to 0.47, i.e. about 47% of the total perceived effectiveness of e-commerce platforms on the perceived economic advantage of the consumer in predicting sustainable consumption is explained. The GoF criterion was also used to evaluate the overall fit of the model and the measurement for the structural model. Results of average shared values and average values of R Squares shows that the value of GOF is equal to 0.62 which indicates a strong fit of the model.
Introduction
With the increasing growth of the Internet and related technologies, the concept of brand has changed, thus today the value of online brands has grown significantly. The most important factor influencing the success of online brands is the frequent interaction of users with the brand, which achieves as a result of having a positive consume experience from that online brand. Managers need to create the conditions for a favorable experience for their customers and identify the factors effective on online brand consistency, because the undesired customer experience leads to the loss of a large share of the company''s potential sales; which is due to customers'' inability to find whatever they are searching for. Customer dissatisfaction will also lead to a large decrease of visit frequency percentage, which is also due to the initial negative experiences of users and customers (Abdollalipour, 2020)
Research in the field of e-commerce shows that advances in Internet technologies have enabled companies to sell their products directly to consumers through e-commerce platforms (Fan et al, 2020), thus leading to increased sales. Is (Lee et al, 2018). But consumers can not physically examine products in online shopping, thus leading to uncertainty to product (Song et al, 2020).
Research shows that online consumer information is collected and tracked based on data-driven marketing tasks, but there is insufficient protection for this information (Bandaraet al, 2020). Security risk (disclosure of personal information) has had strong negative effects on online transactions (Hubert et al, 2017). This is important because e-commerce platforms now offer a variety of products and services online, from electronics to single products, sanitary and cosmetics, food, and fashion to sports and travel facilities with high volume exchanges. Thus, perceived perceptions of customer information protection to ensure the security of online transactions increase the continuity of intent and motivation to write positive comments about products and services. As a result, online protection is very important for personal information and transactions (Liao & Shi, 2017).
The world has seen an increase in pandemics in recent decades, such as SARS in 2003, H5N1 in 2006, and H1N1 in 2009 and Covid 19 in 2019, each of which hindered business activity and economic growth (Chung, 2015). As scientists have warned long ago, infectious diseases can lead commercial activity to a new reality that strongly influences these activities; unfortunately, there are no clear guidelines for managers on how to respond effectively to these conditions (Hudecheck et al, 2020). Fear of a pandemic refers to a new disease that people are not immune to, and has spread around the world (World Health Organization, 2019). Pandemics have become one of the biggest threats in the world today (Harvard Global Health Institute, 2020). Research on consumer behavior shows that fear refers to the negative consequences of a particular event that may lead to changes in consumer''s behavior and attitudes (Solomon, 2017). As a result of the effects of Covid 19 disease, consumers are increasingly turning to online shopping. Accordingly, the Covid 19 pandemic has altered consumer shopping behavior because consumers are afraid of contracting the disease (Laato et al, 2020; Prentice et al, 2020).
Covid 19 has issued a global warning because it spreads quickly through human-to-human contact (Harvard Medical School, 2020). The virus can be spread through droplets of cough or inhalation of an infected person (The World Health Organization, 2020). To reduce the spread of the virus, therefore, the consumption method should be turned to e-commerce platforms; because it increases purchasing efficiency, enables new purchases, and increases access to information and online communication between the consumer and the seller (Guillen-Royo, 2019). But the managers who look for online sales execution do not currently have any specific guidelines for improving the consumer''s decision for sustainable consumption over time and on environmental conditions (Guillen-Royo, 2019؛ Hernant, 2017 & Rosengren).Given the above, the main issue of the research is whether the perceived effectiveness of e-commerce platforms affects the perceived economic advantage of the consumer in predicting sustainable consumption in an epidemic.
Theoretical literature
The Covid 19 pandemic, and the fear of contagion caused by that, have also created chaos around the world, such as hoarding, market rotation, and travel restrictions (McNulty, 2020). A pandemic has led to fears of infection and social distance, which is increasingly leading to online shopping; and as a result, the importance of e-commerce platforms is increasing. Naeem (2021) in his research investigated that if social media platforms expand the customers'' nervous shopping, while they are afraid of corona disease. Findings show that there is evidence of uncertainty, purchase due to persuasion, evidence of product inaccessibility, official announcements, global connectivity, and expert opinion are some of the reasons on social media platforms that has created the consumer''s nervous shopping situation during the Covid 19 crisis. Abdollalipour (2020) in his research reviewed the role of cooperative online distribution platforms and brand loyalty. The results show that the most important factor influencing the success of online brands is the frequent interaction of users with the brand, which is the results of having a positive consumption experience of that online brand.
Methodology
The present research is applicable in terms of purpose, and is a descriptive correlative type in terms of nature and method of data collection, and specifically based on structural equation modeling. The research method was quasi-experimental with pre-test and post-test design with control group. Quantitative research data has been used as a distance scale using the standard research questionnaire of Lob Trung Tui (2021). The statistical population of the present study is all customers of online shopping of e-commerce platforms in Iran. Due to the large number of users and the number of more than 10 active platforms in Iran and due to the large number of the target community, 100,000 people have been considered as the statistical population. And according to Morgan''s table, 384 people will be selected as a sample in this study. The sampling method in this research will be simple random.
Discussion and Results
In order to test the research hypothesis, Structural equation modeling (SEM) method was used with the help of SmartPLS 3 software, and the results showed that the perceived effectiveness of e-commerce platforms affects the perceived economic advantage of the consumer in predicting sustainable consumption in an epidemic. Online customers'' fear of the Covid 19 epidemic moderates the perceived effectiveness of e-commerce platforms and economic advantage. Online customers'' fear of the Covid 19 epidemic moderates the relationship between economic advantage and sustainable consumption.
Conclusion
The present study aimed at the perceived effectiveness of e-commerce platforms on the perceived economic advantage of consumers in predicting sustainable consumption during an epidemic. The findings are consistent with Laato et al. (2020), who, in their study entitled Unusual Purchasing Behavior in the Early Stages of Covid 19Epidemic: Stimulus-Organism Response Approach. Further results showed that exposure to online information sources has led to a too much increase in information and cyberchondria. Overload Information was also a strong predictor of cyberendria. Perceived severity and cyberchondria had a significant effect on people''s intentions for unusual purchases and voluntary isolation. Accordingly, the Covid 19 pandemic has altered consumer purchasing behavior because consumers are afraid of contracting the disease. Lobel Trong Thuy (2021) in his research considered the effectiveness of e-commerce platforms in an epidemic. The results of this study showed that fear of pandemic positively modulates the relationships among e-commerce platforms, economic benefits and sustainable consumption. The results showed that the economic benefits of the relationship between e-commerce platforms and sustainable consumption are related to the level of fear of epidemic and moderate it. The results of this study are consistent with the results of Mark Peterson (2021) research, entitled Sustainable Marketing and Consumer Support for Sustainable Business. The results show that: 1) values ​​based on consumer nature have the most positive effect on consumer support for sustainable businesses, 2) then the attitude towards corporate altruism, and 3) and then concern about corporate ethics has the most impact. Assessing social justice and acknowledgement of the role of business in improving the quality of life of the customer had no effect on consumer support for sustainable businesses.

Abstract Abstract
The purpose of the present research was to analyze the impact of social responsibility on consumer's repurchase intention with regard to the mediating role of brand personality and reputation. The statistical population of the research is made up of Digikala online store customers. The sample size was determined using Cochran's formula of 384 people and the samples were selected by available sampling method. The questionnaires of social responsibility (Salamon Olajide, 2004), intention to repurchase (Ko et al., 2009), personality (Brandaker, 1997), and reputation (Brandback et al., 2010) were used to collect data, and their validity was confirmed by academic experts and their reliability was also confirmed through Cronbach's alpha coefficient test. The structural equation technique was applied to analyze the data, and the Lisrel statistical software and also the statistical software Spss were used. The findings of the research showed that social responsibility has a positive and significant effect on brand reputation, brand personality and customers' repurchase intention. Brand reputation has a positive and significant effect on customers' intention to repurchase. Brand personality has a positive and significant effect on customers' repurchase intention. The results of the research showed that brand personality and personality played a mediating role in the effect of social responsibility on the repurchase intention of Digikala online store customers.
Extended Abstract
Introduction
The dramatic increase in competition in the field of business has led to the growing importance of establishing, maintaining and expanding relationships with customers. On the other hand, the widespread use of information technology in businesses has created new ways and methods for communication with customers (Phan & Vogel, 2003; cited by Ghaffari et al, 2019). Considering that the business world is moving from traditional to digital, online communities are also growing every day (Husain et al, 2020), and the buying and selling of products and services has moved from offline to online. For this reason, the buying behavior and communication behavior of customers have also been affected by social networks (Veza & Hernuning, 2020). Corporate social responsibility is a move beyond the minimum legal requirements that are accepted voluntarily, because economic institutions consider it among their long-term interests (Aguinis et al, 2020). In this way, the internal function of social responsibility can lead to the improvement of the company's position and ultimately increase efficiency and profitability and finally their long-term survival (Sanchez et al, 2010; quoted by Garusi et al, 2020). Among the issues raised in the field of brand reputation is the issue of corporate social responsibility. Many researchers have tried to establish a relationship between corporate reputation and social responsibility (Esmaeil Por et al, 2014). According to researchers, the reputation of a company derived from its ethical activities can be considered as a part of the special value of that company's brand (Rust et al, 2021).
In this research, an attempt is made to answer the question: whether social responsibility has a significant effect on consumers' repurchase intention, considering the mediating role of personality and reputation of the Digikala online store brand?
Theoretical framework
Tarabashkina et al. (2020) investigated the question of whether corporate social responsibility improves the responsible and active personality dimensions of brands. The results of the research showed that brands with a strong active or responsible personality, experienced brand erosion after being exposed to less CSR message or lack of improvement when aligning CSR message with responsible and proactive behavior.
In a research, Asgari & Baghestani (2020) analyzed the mediating role of brand equity in the effect of social responsibility on customers' behavioral tendencies. The results of the research showed that the special value of the brand has a mediating role in the effect of the social responsibility of the financial and credit institution on the behavioral tendencies of customers.
Methodology
The current research is practical in terms of purpose, and descriptive-survey in terms of nature. The statistical population of the research is made up of Digikala online store customers, 378 of whom were selected as the sample size of the research using Cochran's formula and available sampling method. In order to collect data, valid questionnaires of social responsibility by Salamon Olajide (2004), repurchase intention by Ko et al. (2009), brand personality by Aker (1997), and brand reputation by Bek et al. (2010) were used.
Discussion and Results
In order to investigate the hypothesis of the research, the modeling of structural equations, the method of structural equation modeling with the help of spss software was used to test the hypotheses from inferential statistics. Then Lisrel software was used to test the hypotheses or conceptual model of the research; and the results showed that the power of social responsibility on brand reputation was calculated equal to (0.78), which indicates a favorable effect. The t-statistic of the test was also obtained (8.76), which is greater than the critical value of t at the 5% error level, i.e. (1.96); and shows that the observed effect is significant. Therefore, it can be said that social responsibility has a positive and significant effect on the brand reputation of Digikala online store. The influence of brand reputation on repurchase intention has been calculated to be equal to (0.67), which indicates a favorable effect. The t statistic of the test was also obtained (7.65), which was greater than the critical value of t at the 5% error level, i.e. (1.96), and it shows that the observed effect is significant. Therefore, it can be said that brand reputation has a positive and meaningful effect on the intention to repurchase Digikala online store. The strength of the impact of social responsibility on brand personality has been calculated to be equal to (0.74), which indicates a favorable effect. The t-statistic of the test was also found to be (8.72), which is greater than the critical value of t at the 5% error level, i.e. (1.96) and shows that the observed effect is significant. Therefore, it can be said that social responsibility has a positive and significant effect on the brand personality of Digikala online store. The influence of brand personality on customers' repurchase intention has been calculated as equal to (0.63), which indicates a favorable effect. The t-statistic of the test was also obtained (7.61), which is greater than the critical value of t at the 5% error level, i.e. (1.96) and shows that the observed effect is significant. Therefore, it can be said that the brand personality has a positive and significant effect on the repurchase intention of Digikala online store customers. The strength of the effect of social responsibility on customers' repurchase intention has been calculated equal to (0.45), which indicates a favorable effect. The t-statistic of the test was also obtained (5.43), which is greater than the critical value of t at the 5% error level, i.e. (1.96), and shows that the observed effect is significant. Therefore, it can be said that social responsibility has a positive and significant effect on the repurchase intention of Digikala online store customers. In order to investigate the mediating effect of brand reputation in the discussed hypothesis, the direct effect of two constructs should be examined with the indirect effect in the case of mediating variables being involved, so that if the effect increases, the mediating effect can be considered acceptable. In the current hypothesis, the direct effect is equal to (0.45). The indirect effect in the presence of the mediating variable of brand reputation is 0.522, which due to the fact that the effect of the direct path is less than the indirect paths, so the presence of the mediating variable of brand reputation increases the effect; and the mediating role in the present hypothesis is confirmed. In order to investigate the mediating effect of brand personality in the discussed hypothesis, the direct effect of two constructs should be examined with the indirect effect in the case of mediating variables being involved, so that if the effect increases, the mediating effect can be considered acceptable. In the current hypothesis, the direct effect is equal to (0.45). The indirect effect in the presence of the mediating variable of brand personality is 0.466, which due to the fact that the effect of the direct path is less than the indirect paths, so the presence of the mediating variable of brand personality increases the effect; and the mediating role in the present hypothesis is confirmed.
Conclusion
The present research was conducted with the aim of the effect of social responsibility on consumer's repurchase intention with regard to the mediating role of personality and brand reputation (case study: Digikala online store). The test results are in line with the following research findings: (Nazari, 2018; Garanti et al, 2019; Asgari & Baghestani, 2020; Matzelr et al, 2016; Esmaeil Por et al, 2014; Tarabashkina et al, 2020). Social responsibility is known as one of the most important elements of the existential philosophy of organizations, in such a way that putting importance for organizations to comply with it in the framework of social identity theory not only leads to the possibility of organizational commitment, but also maintains the satisfaction of stakeholders outside the organization to legitimize it. Paying attention to the fact that the services provided by the Digikala store have a reputation and the store's customer relationship management systems work very intelligently will make the Digikala store engraved in the minds of customers as a good store. The successful functioning of the Digikala store in providing distinctive services and products is effective in encouraging customers to use the Digikala store. On the other hand, the credibility of the infrastructure for providing services and products of Digikala store from a technical point of view, as well as providing valuable products to customers, leads to customer loyalty and the establishment of a good bilateral relationship. According to the present research, it is suggested that the management of the Digikala online store should pay more attention to their customers and keep in touch with them after the sale, and try to retain and motivate them by maximizing the expected benefit of the customer and creating strong relationships. The services and products provided in the Digikala online store have a high social aspect.
 

Abstract The aim of the research was to investigate the effect of autobiographical memory on tourists' travel intentions, the role of matching the destination with desires, satisfaction and attachment to destination. This research, in terms of practical purpose and in terms of data collection, is descriptive-survey and causal. The statistical population of the research includes tourists who have traveled to Mashhad city more than once, according to the statistical population, 384 people were randomly selected as a statistical sample according to Morgan's table. The required data were collected using a standard questionnaire and Cronbach's alpha coefficient was used to measure the validity of the instrument from face validity and construct validity and to measure the reliability of the instrument, the value of which was estimated at 0.905. SPSS and Smart PLS software were used for data analysis.Based on the results, it is suggested to the tourism planners to consider the autobiographical memory in order to increase the travel intention of the tourists and according to its dimensions, try to create more attachment in the tourists in order to increase the possibility of the travel intention from the tourist destination.
Extended Abstract
Introduction
Tourism is one of the most important economic sectors that play an important role in the development of a country (Khuong & Phuong, 2017). In the current period, due to the increasing needs of communities in order to develop a sustainable industry, the field of tourism is trying to find ways to create trips based on green experience in the face of the mass tourism method with negative effects (Pouring et al, 2022; Gunter et al., 2016). Achieving a worthy position among the world's tourism destinations and realizing Iran's power in the field of tourism industry requires the use of new ways to acquire and retain current customers, and in the next step, attract new market segments and develop their number in order to develop tourism in our country. (Mohammadi et al, 2022). Therefore, it is necessary to have a special opinion on the tourism industry and recognize and strengthen the indicators that affect its success. Creating and strengthening the brand for tourism destinations is essential for long-term success. Therefore, the thinkers and marketing managers of tourism areas should try to improve their share of the profits and other advantages of this growing global industry by creating a brand for tourism and strengthening it (Philips, 2013). Travel intention can be defined as a mental possibility if the customer during which will take certain actions in order to receive tourism services or not. These travel intentions by potential customers are their perceived likelihood to visit the destination in a specific time period (Hennessey et al, 2016). In general, studies show that autobiographical memory can play a role in shaping consumer behavior and decisions. By evoking memories or targeting specific product categories, marketers may be able to influence consumers' judgment processes and increase purchase intentions (Yin et al, 2017: Stocchi et al, 2021). Since marketers in the field of tourism seek to identify the factors that increase the probability of travel intention for tourism destinations as one of the most important positive outcomes of improving the brand value of the tourism destination, it is necessary to address the factors that increase the intention to travel from the tourism destination.
Based on this, the upcoming research seeks to find the answer to the question that: does the autobiographical memory have an effect on the intention of tourists to travel to Mashhad? Does attachment to the destination play a mediating role? What is the role of matching the destination with the tourist's desires and his satisfaction?
Literature:
Zhao et al., (2022) have conducted a research titled Reviving the Old Dream: Autobiographical Memory of Rural Tourism in Behavioral Intention. This research was carried out by available sampling method and by distributing 301 questionnaires among Chinese tourists. The results showed that two dimensions of tourists' autobiographical memory (memory practice and memory effect) influence tourists' intention to revisit and recommend. Attachment to a place plays a mediating role in the autobiographical memory of tourists, the intention to revisit and the intention to recommend.
 Stocchi et al., (2021) have conducted a study titled the effect of autobiographical memory on brand recovery and purchase intention. This research was conducted by systematic random sampling method and by distributing 384 questionnaires among consumers of memorable brands. Experimental results obtained in three online experiments show that product category knowledge accessible in the consumer's memory has a greater impact on brand recall and purchase intention than direct recall of specific autobiographical memories represented by the product category. Perceived importance of choice moderates this effect, which is primarily related to purchase intention. Specifically, consistent with previous research on confusion, product category knowledge reduces purchase intention, especially for highly familiar (or prototype) brands.
Research Methodology
The current research is applicable in terms of purpose, and survey-analytical and causal type in terms of implementation method. The statistical population of this research is tourists who have traveled to Mashhad and their trip has been at least more than once. According to the statistical population of the study, the size of the population is assumed to be unlimited, and according to Morgan's table, 384 people were randomly selected as a statistical sample. Autobiographical memory questionnaire (Grayson & Shulman, 2000; Ely & Mercurio, 2011), destination brand attachment questionnaire (Yuksel et al, 2010), travel intention questionnaire (Jun et al, 2014), the questionnaire of matching the destination with the desires and satisfaction of tourists (Yin et al, 2017): containing 17 questions, was used to collect research data. To check the validity, content validity and the approval of professors and experts and construct validity was checked using factor loadings, and the reliability of the present questionnaire was used using the alpha coefficient and composite reliability, the results of which are reported in Table 1. Descriptive and inferential statistics and SPSS and Smart PLS3 software have been used to analyze research data and test hypotheses.
Research Findings
In order to investigate the hypothesis of the research, the modeling of structural equations, the method of structural equation modeling with the help of spss software was used to test the hypotheses from inferential statistics. Then pls software was used to test the hypotheses or conceptual model of the research. According to the first hypothesis, autobiographical memory has a significant effect on travel intention. The results of the analysis show a positive path coefficient (0.359) and a t-statistic or significance (4.677). The findings of the second hypothesis showed that, in general, the matching of the destination with the tourists' desires has a positive and significant effect on the travel intention. The results of the analysis show a positive path coefficient (0.326) and a t-statistic or significance (3.181). According to the second hypothesis, it can be said that the tourists who found more concordance between the personality of the tourist destination and their desires, showed more desire to remember the memories of the tourist destination. Based on the third hypothesis, the research findings showed that autobiographical memory has a significant effect on his attachment to the destination. The analysis results show a positive path coefficient (0.677) and a t-statistic or significance (25.311). According to the fourth hypothesis, attachment to the tourist destination has a significant effect on the intention to travel. The results of the analysis show a positive path coefficient (0.230) and a t-statistic or significance (2.477). According to the fifth hypothesis, tourists' satisfaction with the tourist destination has a positive and significant effect on the autobiographical memory. The results of the analysis show a positive path coefficient (0.684) and a t-statistic or significance (26.872). According to the sixth hypothesis, the tourist's satisfaction with the destination has a significant effect on his intention to travel to the tourist destination. The results of the analysis show a positive path coefficient (0.649) and a t-statistic or significance (8.859). According to the seventh hypothesis, autobiographical memory has a positive and significant effect on travel intention through the mediating role of attachment to the tourist destination. The results of the analysis show a positive path coefficient (0.155) and a t-statistic or significance (3.50).
Conclusion
The present study was conducted with the aim of investigating and analyzing the effect of autobiographical memory on travel intention, as well as investigating the role of attachment to the destination, compatibility of the destination with the tourist's desires and satisfaction. The results of this research are consistent with the findings of Veansa et al, (2013), Yin et al, (2017), Prayag & Ryan (2011), Yuksel et al, (2010), Vlachos & Vrechopoulos (2012), Zhang et al, (2018), Kim et al, (2013), Mendes et al, (2010), Jang & Feng (2007), Ekinci & Hosany (2006), and Murphy (2007). Studies from theoretical bases and backgrounds have shown the effect of this type of memory on purchase intention, as well as repurchase intention and customer loyalty; therefore, in this research, the travel intention of tourists was based on whether this memory can have an effect on the travel intention of tourists. Also, the effect of matching the destination with the tourist's desires and his motivation to travel was investigated and analyzed that the more a tourist travels with an inner motivation consistent with the tourist destination, the more his travel intention is affected. Finally, the effect of attachment to the tourist destination and tourist satisfaction on his travel intention was analyzed, which ultimately had a positive effect.

Abstract Abstract The purpose of this research is to identify and prioritize the organizational capacities effective on the brand positioning of food companies. The research method is applicable in terms of purpose, and qualitative in terms of execution method. This research is based on interpretative philosophy, inductive approach. The statistical population of the research includes 13 senior managers and marketing and sales managers active in the food industry, and sampling was done in a targeted manner. Semi-structured interview was used in this research. To collect and analyze data, data-based theory was used, and in the analysis, MAXQDA 2020 software was used to code the interviews, and the analysis hierarchy technique (AHP) was used for ranking. The results showed that a total of 164 primary codes were categorized into 20 categories. The value of Kappa index was calculated as 0.743, which is at the appropriate level of agreement. Delphi results were conducted in two rounds, and no questions were omitted in the second round, which is a sign of the end of the Delphi rounds. Also, the difference between the two stages was reported to be smaller than the low threshold (0.8). In the following, fuzzy hierarchical analysis was used for the final ranking. The results of this analysis showed that the consequences with a weight of 0.293 ranked in the first place, followed by strategies with a weight of 0.268 in the second place, contextual factors with a weight of 0.249 in the third place, the interventionist with a weight of 0.165 in the fourth place, causal factors with a weight of 0.154 in the fifth place, and the central category with a weight of 0.007 in the sixth place. Introduction Today, the expansion of similar products, multiple choices, globalization and intense competition force manufacturers to differentiate their products from competitors, and create value for their buyers. In a market where products are becoming more and more compatible, a strong brand may be the only feature that differentiates products from competitors. In this regard, the food industry has faced increased competitive pressure due to the entry of current and new competitors in the global food industry market (Lomer et al, 2018; Yu et al, 2018). Brands are invisible and intangible assets and represent a type of value that provides an opportunity for higher pricing (valuation) as well as more receipt from customers for the company's goods and services (Iyer et al, 2018). Researchers believe that in order to properly understand the brand, attention should be paid to the recognition and evaluation of the company's brand capacities, which emphasize intangible aspects, because companies shape their brand position based on their capacities. Using the approach of organizational capacities as a new approach of strategic management and influenced by the interest-based approach in the field of brand provides the possibility of presenting a coherent and strategic framework to brand management (Asaadi Kavan et al, 2021). Effective capacity building can lead to the strengthening of mutual communication and cooperation of the government, institutions, organizations, communities, groups and individuals. Capacity building refers to a tool through which the community or individuals can consolidate their position which creates an enabling environment with specific and legitimate policies and frameworks for communities, especially rural communities. Capacity building is used as a tool to support issues related to social and human structures, a social planning tool and a tool for empowerment (Molodi et al, 2022). Based on this, the current research is looking for an answer to this question: How is the identification and prioritization of organizational capacities effective on the brand positioning of food companies? Theoretical Framework brand A brand is not only a symbol that distinguishes a product from others, but also includes all the features that come to mind when a buyer thinks of that brand. These characteristics are the objective, abstract, psychological and social characteristics of that product (Xiangbo et al, 2021). Capacity Building Capacity and capacity building are defined as the ability of individuals, groups, institutions and organizations to meet needs and solve problems over time. The capacity of the organization includes the management of knowledge resources and processes. The concept of organizational capacity building is a relatively new concept in management and organization literature. Capacity building is the ability of the organization to develop management, strengthen and improve its plans and strategies to achieve the goals of capacity development, a targeted approach and a professional treasure in order to stimulate guidance, strengthening, liberating, shaping and growing capacities beyond existing capacities (Farajollahi, 2017). Yallka et al, (2022) investigated customers' perceptions of brand positioning of luxury fashion brands from mobile marketing: evidence from communication channels and multiple marketing. Their model conceptualizes four dimensions of customers' perceptions of their mobile marketing journey that can drive customer engagement and purchase behavior. This integrated model offers attractive avenues for further research on the effects of multiple mobile marketing and communication channels and the perceptions of luxury fashion consumers.  Miri et al, (2022) investigated the relative role of Seroqual components in brand positioning of Persepolis and Esteghlal football teams in Tehran. They came to the conclusion that Seroqual components had a positive and significant impact on the branding of Tehran Persepolis and Esteghlal teams. According to the findings, the requirement for the sustainable development of the brand of Esteghlal and Persepolis football teams in Tehran is to focus on improving the Seroqual quality and its components, which can ultimately lead to the establishment and consolidation of the brand of these teams in the minds and hearts of the fans. Research methodology The research method is applicable in terms of purpose, and qualitative in terms of execution method. This research is inductive approach based on interpretative philosophy. The statistical population of the research includes 13 senior managers and marketing and sales managers active in the food industry; and sampling was done in a targeted manner. Semi-structured interview was used in this research. Collecting data, first extracting the theoretical literature, records of the problem, and the research subject, through the library study method, and then the data-based theory and hierarchical analysis technique were used to collect and analyze the data. Research findings For data analysis, MAXQDA 2020 software was used to code the interviews; and Analytical Hierarchy (AHP) technique was used for ranking. The results showed that a total of 164 primary codes were categorized into 20 categories. The value of Kappa index was calculated as 0.743, which is at the appropriate level of agreement. Delphi results were conducted in two rounds; and no questions were asked in the second round, which is a sign of the end of the Delphi rounds. Also, the difference between the two stages was reported to be smaller than the low threshold (0.8). In the following, fuzzy hierarchical analysis was used for the final ranking. The results of this analysis showed that the consequences with a weight of 0.293 ranked in the first place, strategies with a weight of 0.268 in the second place, contextual factors with a weight of 0.249 in the third place, the interventionist with a weight of 0.165 in the fourth place, causal factors with a weight of 0.154 in the fifth place, and the central category with a weight of 0.007 in the sixth place. Conclusion The current research was conducted with the aim of identifying and prioritizing organizational capacities effective on the brand positioning of food companies. The results of this research are in line with the results of Yallka et al, (2022), Miri et al, (2022), Asaadi Kavan et al, (2021), Biesenthal et al, (2019), Rasuli et al, (2018). Recognizing and paying attention to the individual characteristics and preferences of customers in relation to the required services is also an issue always occupied the minds of managers and employees of organizations that provide services and products. Saturation of markets, intensification of competition, and changes in customers' tastes and needs have faced large stores with many challenges in their activities. With the rapid growth of department stores in recent years, the department store industry has become very competitive; therefore, new methods are needed to manage such businesses. The increasing acceleration of changes in the environment around organizations due to the continuous change in the needs of customers has caused the formation of competition in the market to meet the needs of customers. In this regard, there is no doubt that those stores will achieve success that identify the needs of customers in the shortest possible time and respond to them in the fastest possible way. According to the research results, the following suggestions were made: Having a strategy and defining long-term, medium-term and short-term goals and vision not only defines the direction of movement, the way of resources allocation and other frameworks, but also provides a suitable basis for measuring the organization's performance. Knowledge should be considered as a vital factor for survival and competition and creating a serious attitude in the field of using intra-organizational networks, which allows the organization to benefit more and more from the advantages of transformation management, the ability to compete, create innovation and productivity in line with new investment, and customer attraction.

Abstract Abstract The purpose of this research is the effect of knowledge management on organizational performance considering the mediating variable of business process management. The current research is applicable in terms of purpose, and descriptive-survey in terms of data collection, and correlative type. The statistical population of the current research includes managers and experts of a company active in the field of export and import as many as 160 people, which was considered to be 113 people using Cochran's formula, and non-random sampling method was used. The collection tools in this research include knowledge management questionnaires by Fong et al., (2009), business process management by Rouhani et al., (2014), and organizational performance by Choi and Rainey (2010). The reliability of the research was checked and confirmed using Cronbach's alpha criterion in SPSS software. PLS software was used to fit the conceptual model of the research. The findings of the research showed that based on the significant values ​​of them, all three hypotheses were confirmed. The impact of knowledge management on business process management was 0.742, the impact of knowledge management on organizational performance was 0.422, and the impact of business process management on organizational performance was 0.652. Therefore, the most important proposal of the research is to pay attention to the preservation, sharing and application of knowledge, which is effective both in managing business processes and in increasing the level of organizational performance. Extended Abstract Introduction The activity environment of public and private organizations has undergone great changes in the last decade. This environment has changed from a static and motionless environment to a highly variable and dynamic environment. Therefore, organizations need flexibility in almost all aspects of their existence for their survival. On the other hand, preserving knowledge capitals and continuing to use them is also a reason for organizations to seek the use of knowledge management and its application (Bayat et al, 2022). Business process management is also one of the latest process management strategies and focuses on the continuous improvement of business processes using information technology as one of the basic elements of process implementation. Business process management strategy seeks to achieve flexibility and agility in the growth and evolution and dynamics of business processes and technological systems related to them. Business process management is a set of methods and technologies to identify, model, analyze, implement, control and improve business processes (Fernández et al. et al., 2020). The evidence of past research shows that knowledge management is a variable that is effective in business process management; and its dimensions can strengthen business process management. Also, many researchers, in the business environment, have examined the relationship between business process management and the performance of organizations, and have reached positive results based on effectiveness (Wei & Ling, 2015). Knowledge management can have a positive effect on improving the performance of organizations and on the other hand, it can strengthen the components of business process management. Also, focusing on the components of business process management leads to better utilization of resources and has an effective role in the better performance of organizations (Bayat et al, 2022). Therefore, the researcher is trying to answer the question, what is the effect of knowledge management on organizational performance with regard to the mediating variable of business process management? Theoretical Framework Knowledge management The most basic definition of knowledge management is to find a way to create and distribute organizational knowledge to people in need. Knowledge management includes the provision of wisdom and value-added experiences of people within the organization; so that it facilitates the retrieval and use of knowledge and protects it as an asset of the organization (Jalali & Jafari, 2022). Business process management Business process management is a proper balance of several sets of actions and tasks that must be done to effectively provide the needs and demands of customers and clients. This management approach increases the efficiency and effectiveness of the business to bring about certain changes in the system and achieve the goals and objectives of the company (Khajunjad, 2023). Organizational Performance Organizational performance is a complex phenomenon, and perhaps the simplest interpretation for it can be considered as a set of activities aimed at achieving organizational goals, therefore, organizational performance is related to how much an organization has achieved its goals. Organizations in difficult conditions should be able to identify organizational performance indicators that allow responding to new problems with the maximum speed of adapting to changes in the business environment (Brumand & Panahi, 2023).  Karamipur (2023) investigated the design of artificial intelligence competency model on organizational performance considering business-to-business marketing capabilities. The results showed that the mechanisms of artificial intelligence competencies have an effect on business-to-business marketing capabilities and organizational performance, and also the model of artificial intelligence competencies on organizational performance is confirmed by considering the aspect of business-to-business marketing capabilities. Agheshlouei et al, (2023) investigated the presentation of a new business model to help entrepreneurs develop new businesses and e-commerce startups. The results of the research show that in addition to improving the business model of Strowalder and Pignor, the business model presented in the present study leads to a better understanding of the elements of the business model by entrepreneurs, and it improves investment negotiations by creating convergence and common understanding of business concepts between entrepreneurs and investors. Using this business model, entrepreneurs focus on the value proposition in addition to the technical details. Research methodology The current research is applicable in terms of purpose, and descriptive-survey in terms of data collection, and correlative type. The statistical population of the present study includes managers and experts of a company active in the field of export and import in the number of 160 people, using Cochran's formula, the number of 113 people was selected and the available non-random sampling method was used. The collection tools in this research include knowledge management questionnaires by Fong et al., (2009), business process management by Rouhani et al., (2014), and organizational performance by Choi and Rainey (2010). Research findings SPSS and PLS software were used to analyze the research data. The findings of the research showed that based on the significant values ​​of the hypotheses, all three of them were confirmed. The impact of knowledge management on business process management was 0.742, the impact of knowledge management on organizational performance was 0.422, and the impact of business process management on organizational performance was 0.652.   Conclusion The current research was conducted with the aim of the effect of knowledge management on organizational performance with regard to the mediating variable of business process management. The results of this research are in agreement with the results of Karamipur (2023), Agheshlouei et al, (2023), Asgharneghad & Haghdoust (2022), Jalali & Jafari (2022), Bayat et al, (2022), Purrashidi (2021), Nobari (2021), Abi (2020), Pirayesh et al, (2020), Payal et al, (2019), and Zaim et al, (2019). The results related to the first hypothesis showed that knowledge management is effective on the performance of the organization. Therefore, in order to improve the performance of the organization, it is important and necessary to use the knowledge and experiences of employees. The results related to the second hypothesis showed that knowledge management has an impact on business process management. The sharing and exchange of knowledge in the organization causes better regulation and performance of the processes in the organization and leads to the management of processes related to the performance of various tasks in any organization. The results related to the third hypothesis showed that business process management is effective in organizational performance. Management of processes and, if necessary, modification, reengineering and their evaluations based on different conditions can lead to the improvement of organizational performance. According to the results of the research, it is suggested that by using information and software systems, processes should be formulated and their compliance should be periodically monitored. It is suggested to other researchers to conduct such a research in other organizations and compare their results with the results of this research, so that according to the conditions of the studied organizations, models for improving knowledge management and organizational entrepreneurship are discussed, and the results are precisely analyzed. It is also suggested to use other data collection methods such as interview and observation to strengthen the results.  

Abstract Abstract The purpose of the current research is the mixed effect of marketing on blockchain technology with the mediating role of perceived usefulness in the customers of Bank Melli Iran in Tehran. The research method is applicable in terms of purpose, and descriptive-survey based on the method of data collection. The statistical population of this research is all the customers of the Bank Melli Iran in Tehran in 2023. For this purpose, according to Cochran's formula, 384 people were selected as the sample size, 420 questionnaires were distributed among the customers of the Bank Melli Iran in Tehran by a simple random method, and 393 questionnaires were collected. The data collection tool of this research is a questionnaire. The validity of the research tool has been confirmed by performing the confirmatory factor analysis technique. The reliability of the current research questionnaire was measured by calculating Cronbach's alpha coefficient, which was 0.815. Also, to analyze the data, structural equation modeling method using Smart-PLS3 software has been used. The research results indicate that senior management support, supply chain integration, and innovation capability have a significant impact on blockchain technology. Also, supply chain risk has not affected blockchain technology. Finally, the role of the marketing mix on perceived usefulness is demonstrated. Also, the perceived usefulness is affective on blockchain technology. Extended Abstract                                           Introduction Blockchain is used for various technology concepts related to databases of value exchange, security and identity among others. Blockchain technology is very important for business today. This technology is constantly evolving. Leading companies in the field of information and communication technology use blockchain technology because of its high security (Akbari Ganjeh et al., 2022). In today's era, experts have called blockchain technology the second internet, which is capable of transforming a large number of current patterns. One of the sectors that can use blockchain is the banking industry. Blockchain is a developing technology and is actually a place in the web world that records the data and information of a group of people in files, but this information is not available in a single place, and people from different parts of the world trade and communicate to each other without any records. Also, the information stored in the blockchain is a digital collection of decentralized records that is not maintained by any person or organization (Ekramifard et al., 2020). The banking industry is the most important industry in the world. Today, banks in advanced countries act as professional consultants, experts in increasing the financial resources of companies, and collecting and exchanging the necessary information for their customers, and they are considered one of the economic drivers of every country. In modern banking, there are various components that affect the process of mobilizing monetary resources of banks and financial institutions. Determining and identifying the degree of influence and the type of connection of these components with the success of banks in mobilizing monetary resources is a very important issue. Today, the position and conditions of financial institutions and banks are different from each other, and it is possible that the factors affecting the provision of monetary resources are different even for each branch of a banking group, which has caused a close competitive atmosphere between them. Therefore, in this research, we tried to answer this question: what role does the marketing mix have on blockchain technology with the mediating role of perceived usefulness? Theoretical Framework Ahmadi et al., (2022) carried out a research titled marketing future research in the banking industry with a focus on blockchain technology. The findings showed that the drivers of marketing researchers' interest in digital financial technologies and blockchain and the development of decentralized banking had the highest priority and were selected for scenario planning. Hosseingholipour & Einabadi (2022) in a research addressed the effects of international sanctions on the international banking interactions of Iranian companies on the blockchain platform. The results showed that international sanctions in the international banking interactions of Iranian companies can be presented as an opportunity in the context of blockchain, and by using blockchain, international banking interactions can be implemented and managed in a more effective way. Da Silva & Moro (2021) in a research addressed blockchain technology as a factor of consumer trust: literature analysis using the method of texts. Their findings indicate the relationship between some blockchain features such as tracking and privacy with customer trust. For this reason, marketing, social and economic researchers are advised to focus on the use of blockchain to improve consumer trust. Ali, Ally & Dwivedi (2020) performed a systematic and analytical review of articles related to blockchain technology in the financial services industry. The proposed classification framework of this research has three components: financial advantages, challenges, and functions enabled by blockchain. Methodology The current research is an applicable research which has been implemented by descriptive-survey method of causal type. The statistical population of the research is the customers of Bank Melli Iran in Tehran in 2023; and to determine the number of samples, since the size of the population is unknown, Cochran's formula will be used to determine the sample size. Therefore, according to Cochran's formula for the unknown population size, the number of samples was 384 people, in which data have been quantitatively analyzed. It has also been analyzed using SPSS and Smart-PLS3 software. In order to collect and measure data, a 43-item questionnaire with a five-point Likert scale (1-completely disagree, 2-disagree, 3-I have no opinion, 4-agree and 5-completely agree) was used. Also, its validity has been confirmed by professors and experts, and its reliability by Cronbach's alpha coefficient.   Discussion and Results The results of the analysis of demographic variables, Cronbach's alpha coefficient value and composite reliability for each construct, the values ​​of factor loadings between constructs and the average extracted variance of the research variables, the results of the coefficient of determination and the Stone-Geisser coefficient for the endogenous construct, the output of the software in the effectiveness coefficients, the software output in significant coefficients and the impact coefficients, the value of the test statistic and the results of the research hypotheses and anti-value values ​​and effect intensity of mediating variables were given. Conclusion The purpose of this study was to investigate the impact of marketing mix on blockchain technology with the mediating role of perceived usefulness, on the basis of which 7 hypotheses were investigated, and the effect of all factors on blockchain technology was confirmed except for the fourth hypothesis: the impact of supply chain risk on blockchain technology. Based on the first research hypothesis: marketing mix has a significant effect on perceived usefulness. This hypothesis has been confirmed based on statistical analysis. In other words, it can be predicted that if the marketing mix of Bank Melli Iran customers in Tehran is improved, their perceived usefulness will also increase. Therefore, since the marketing mix has an effect on perceived usefulness, they should pay special attention to indicators such as product marketing, price marketing, channel marketing, advertising activities, and individual image. In line with the result obtained in this hypothesis, Lin, Wang & Hwang (2010) showed that marketing mix affects perceived usefulness. Based on the second hypothesis of the research: the support of senior management has a significant impact on blockchain technology. This hypothesis has been confirmed based on statistical analysis. In other words, it can be predicted that if the support of the senior management of Bank Melli Iran customers in Tehran is improved, the use of blockchain technology will also increase. Therefore, since senior management's support has an impact on blockchain technology, they should pay special attention to indicators such as attention and active response, confirmation of access to resources, willingness to accept risks, and motivating employees. In line with the result obtained in this hypothesis, Wong et al., (2020) showed that top management support affects blockchain technology. Based on the third hypothesis of the research: supply chain integration has a significant impact on blockchain technology. This hypothesis has been confirmed based on statistical analysis. In other words, it can be predicted that if the integration of the supply chain of Bank Melli Iran customers in Tehran is improved, the use of blockchain technology will also increase. Therefore, since the integration of the supply chain affects blockchain technology, they should pay special attention to indicators such as understanding the needs of employees, information sharing, cooperation and coordination and strategic alliance, public and private partnerships, and sharing knowledge and innovation. In line with the result obtained in this hypothesis, Chiarini, Belvedere & Grando (2020) showed that supply chain integration affects blockchain technology. Based on the fourth research hypothesis: supply chain risk has a significant impact on blockchain technology. This hypothesis, based on statistical analysis, has not been confirmed. In other words, it can be predicted that if the supply chain risk of Bank Melli Iran customers in Tehran increases, the use of blockchain technology will not change. Therefore, since supply chain risk does not affect blockchain technology, it is necessary to pay attention to indicators such as delays in delivery and selection of products, storage capacity and inappropriate delivery, demand fluctuations, poor forecasting, labor shortages, closures, and price fluctuations. Contrary to the result obtained in this hypothesis, Wang et al., (2020) concluded in their research that supply chain risk has a positive and significant relationship with blockchain technology. Based on the fifth hypothesis of the research: innovation capability has a significant impact on blockchain technology. This hypothesis has been confirmed based on statistical analysis. In other words, it can be predicted that if the innovation ability of Bank Melli Iran customers in Tehran is improved, the use of blockchain technology will also increase. Therefore, since the ability to innovate affects blockchain technology, it is necessary to pay special attention to indicators such as using innovative techniques, regular improvement in operations, adopting innovative and technical solutions, using standard and simple operations, and protecting against risks. In line with the result obtained in this hypothesis, Wang et al., (2020) showed that innovation ability affects blockchain technology. Based on the sixth hypothesis of the research: perceived usefulness has a significant impact on blockchain technology. This hypothesis has been confirmed based on statistical analysis. In other words, it can be predicted that if the perceived usefulness of Bank Melli Iran customers in Tehran is improved, the use of blockchain technology will also increase. Therefore, since perceived usefulness affects blockchain technology, they should pay special attention to indicators such as obtaining information, saving money, being helpful, and being useful. In line with the result obtained in this hypothesis, Lin, Wang & Hwang (2010) showed that perceived usefulness affects blockchain technology. Based on the seventh hypothesis of the research: there is a significant relationship between the marketing mix of blockchain technology and the mediating role of perceived usefulness. This hypothesis has been confirmed based on statistical analysis. In other words, it can be predicted that if the marketing mix of Bank Melli Iran customers in Tehran is improved, the use of blockchain technology with the role of mediating perceived usefulness will also increase. Therefore, since the marketing mix has an effect on blockchain technology with the mediating role of perceived usefulness, they should pay special attention to indicators such as product marketing, price marketing, channel marketing, advertising measures, and the image of a person. In line with the result obtained in this hypothesis, Lin, Wang & Hwang (2010) showed that marketing mix affects blockchain technology with the mediating role of perceived usefulness.

Abstract Abstract
The purpose of this research is to investigate the effect of Sanctions’ Reduction and the financial strength of companies on the development of garment exports, considering the mediating role of direct exports and indirect exports. The research method is practical in terms of purpose and descriptive-survey-correlation in terms of method. The statistical population of this research includes the managers of garment manufacturing and exporting companies, and the sample size was determined to be 344 people using random sampling method. To analyze the data, the method of structural equations modeling has been used using Smart PLS software. The tool used for data collection is standardized questionnaire. The findings of this research show that the Sanctions’ Reduction has a direct and significant effect on the development of garment exports. Also, the financial Strength of companies has a direct and significant impact on the development of garment exports. Direct exports play a mediation role on the relationship between the Sanctions’ Reduction and the development of garment exports, the mediation role of indirect exports on the relationship between the Sanctions’ Reduction and the development of garment exports was also confirmed.
Extended Abstract
Introduction
A review of the latest statistical report on world trade, which was recently published by the World Trade Organization, shows that the dollar value of the world's textile and clothing exports was 315 billion and 505 billion dollars respectively in 2018, the ratio of the previous year increased 6.4 and 1.11 respectively, the increase was the fastest growth in the world's textile and apparel trade since 2012. It is also predicted that the annual growth rate of about 5% from 2019 to 2025 will bring the world's textile and clothing exports to about 1207 billion dollars in 2025. In Iran, many companies are active in the country's textile and clothing industries with operating licenses from the Ministry of Mining Industry and Trade, which constitute a significant percentage of all active industrial enterprises in the country. Also, these industrial units account for a significant percentage of the country's industrial employment. It is worth mentioning that this amount is related to industrial units, and due to the large number of small and trade units, the number of employees in the country's textile, clothing and leather industry is a significant amount of the entire industry (Ebadi et al, 2021). While the industries upstream of the apparel industry are also very important, the fashion industry is $1.3 trillion global business that employs more than 300 million people worldwide and represents a significant economic force and a significant driver of worldwide GDP (Gazzola et al, 2020). Considering that the export of clothing has high value added and foreign exchange earnings, it is also considered as one of the industries that have a very high employment generation capacity, and its capital-intensiveness considering its created sustainable employment is much lower compared to other industries (oil and petrochemical). Also, the growth of this industry affects other industries, and exports in this field can be driving force of upstream and downstream industries. Neglecting attention to Iran's garment exports has resulted that Iranian companies are not identifying the procedures and influencing factors for entering and stabilizing in these markets for consecutive years, and the managers of these industries have no effective strategy to develop their exports and overcome sanctions and improve their financial strength. Therefore, with the existing assumptions, this research seeks to answer the question of whether sanctions and the financial strength of companies can affect the development of garment exports, and whether direct export and indirect export can play a mediation role on the relationship between the Sanctions’ Reduction and the development of garment exports.
Theoretical Literature
Financial strength is a scientific process that helps an organization measure the effective use of company resources to maximize financial resources (Bei & Wijewardana, 2012). In other words, financial strength is an indicator to measure the probability of a company needing the support of third parties such as shareholders, banks, government, or official institutions to finance and pay the company's debt (Salimi et al, 2017).
Export is a set of actions and activities that are carried out to transfer the goods and services of commercial or governmental companies from one country to another for receiving currency or exchanging it for other goods and services (Moshabaki & Khademi, 2012). The most important export methods are direct export and indirect export. Direct export is an export in which goods and services move directly to foreign markets (Grozdanovska et al, 2017). Indirect export means the export of goods through intermediaries. They can be agents or companies that carry out the export. Agents act as brokers or establish a relationship between the exporter and foreign buyers (Grozdanovska et al., 2017).
Export development programs include all commercial, informational, and educational actions. In addition to sourcing, these programs also evaluate the export performance of the current period compared to the previous period. Despite planning for export development, these export programs are always accompanied by obstacles (Malca et al, 2020).
Sanctions are sets of restrictive measures applied by a country or a group of countries against a country that violates international laws or has violated accepted moral standards (Khaledi & Ardestani, 2022).
Research Methodology
The current research is applicable in terms of the purpose, and descriptive-survey-correlation in terms of the method. The tool used for data collection is a standard questionnaire (5-point Likert scale) as a result of the Alidaie et al, (2023) qualitative research work. The statistical population of this research includes the managers of garment manufacturing and exporting companies (N = 987); random sampling method was used to select the sample and finally, by Cochran's formula, at least 276 garment industry managers were selected to conduct the research, and 344 questionnaires were collected.
Research Findings
To analyze the hypotheses or the conceptual model of the research, Smart PLS 3 software was used, and the results showed that the effect of sanctions’ reduction on the development of garment exports was calculated as (0.415), which indicates a favorable effect. The t-test statistic was also obtained (7.586), which is greater than the critical value at the 5% error level, i.e. (1.96) and shows that the effect is significant. The effect of financial strength on the development of Iran's garment export has been calculated as (0.468), which indicates a desirable effect. The t-test statistic was also obtained (4.557), which is greater than the critical value at the 5% error level, i.e. (1.96), and it shows that the effect is significant. The effect of indirect export on the development of garment export has been calculated equal to (0.457), which indicates a favorable effect. The t-statistic was also obtained (4.497), which is greater than the critical value at the 5% error level, i.e. (1.96) and shows that the effect is significant. The effect of direct garment export on the development of garment export has been calculated equal to (0.581), which indicates a relatively strong effect. The t-test statistic was also obtained (9.211), which is greater than the critical value at the 5% error level, i.e. (1.96) and shows that the effect is significant. The effect of sanctions’ reduction on direct export of clothing has been calculated as (0.927), which indicates a very strong effect. The t-test statistic was also obtained (81.106), which is greater than the critical value at the 5% error level, i.e. (1.96) and shows that the effect is significant. The effect of sanctions’ reduction on indirect export of clothing has been calculated as (0.574), which indicates a favorable effect. The t- test statistic was also obtained (43.805), which is greater than the critical value at the 5% error level, i.e. (1.96) and shows that the effect is significant. The effect of sanctions’ reduction on financial strength has been calculated as equal to (0.451), which indicates a favorable effect. The t-test statistic was also obtained (3.144), which is greater than the critical value at the 5% error level, i.e. (1.96) and shows that the effect is significant. The effect of direct export on financial strength has been calculated equal to (0.414), which indicates a favorable effect. The t-test statistic was also obtained (4.711), which is greater than the critical value at the 5% error level, i.e. (1.96) and shows that the effect is significant. The effect of indirect export on financial strength has been calculated equal to (0.515), which indicates a desirable effect. The t-test statistic was also obtained (4.379), which is greater than the critical value at the 5% error level, i.e. (1.96) and shows that the effect is significant. The effect of direct exports on the relationship between the sanctions’ reduction and the development of garment exports shows that the partial mediation of direct exports is confirmed with an intensity of 0.56. The effect of indirect export on the relationship between the sanctions’ reduction and the development of garment exports also indicates that the partial mediation of indirect export is confirmed with the intensity of the effect of 0.33.
Conclusion
The results of the hypothesis "the sanctions’ reduction impacts on the development of garment exports" are confirmed. The results of this hypothesis are in line with the research of Pourebadollahan et al, (2019) and Jafari et al, (2023). The results of the hypothesis "financial strength on the development of Iran's garment export" are confirmed. The results of this hypothesis are in line with the research of Rasoulinezhad & Kazemnia (2019) and Khorshidi et al. (2015). The results of the hypothesis "direct exports play a mediation role on the relationship between the sanctions’ reduction and the development of garment exports" are confirmed. Therefore, the direct export plays a mediating role. Also, the results of the hypothesis "indirect exports have a mediation role on the relationship between the sanctions’ reduction and the development of garment exports" are confirmed, which indicates the mediation role of indirect exports. Considering that the current research is exploratory and has innovation, it does not have a similar research history in the field of garment export.
The policy makers of the country should try to reduce the sanctions as much as they can, and in the situation of sanctions, it is recommended to the garment manufacturers and exporters to switch to indirect exports if there is a problem with direct exports. Increasing communication with brokers in this field is the key to the success of these companies in indirect export. These companies can increase their financial strength through appropriate and optimal financing methods and select target markets that have high export value added. These companies can transform their distribution network into internet sales and distribution networks in the export target markets and do brand development in the export target markets and avoid exporting products with fake brands.

Abstract Abstract The aim of the current research is to analyze the scientific metrics of the studies conducted in the field of value creation of electric cars based on the studies indexed in WOS. In terms of the goal, the research is developmental, and its approach is scientometric; the most important authors and thematic clusters have been identified using the techniques of co-lexical and co-authorship of vocabularies; and it has finally led to the drawing of a scientific map in this field. 14235 scientific documents indexed in the WOS database during the years 1955 to 2023 have been analyzed as the statistical population of this research by relying on descriptive statistics and VOSviewer software. The upward trend in the publication of articles during the last 68 years has been one of the findings of this research (the largest number of articles was published in 2021 (2258)). With the investigations carried out, the evolution of key words from the attention of engineering and operations and production management to the field of clean transportation towards the movement of countries towards optimization was observed, using computer science in the direction of sustainable development with the formulation and implementation of effective strategies by the government. The analysis of the thematic clusters of this study has shown that examining the effects of electric vehicle technology and formulating incentive strategies by governments are among the areas of interest for researchers in recent years. This framework can be used for a better understanding and more effective use of the electric vehicle development model with more value creation in the sustainable development of electric transportation. Introduction The transportation sector accounts for about 28% of the global final energy demand, 65% of the global final oil energy demand, and 24% of the global greenhouse gas emissions; of which 77% belongs to road transportation. The road transport sector, the least diverse final energy consumption sector, relies almost entirely on fossil fuels at over 95% (Zimm, 2021). In 2017, as one of the largest producers of fossil gases in recent years, Iran is affected by inefficient energy consumption, which plays a significant role in the global emission of greenhouse gases (Jiang et al, 2020). The emission rate of pollutants caused by the traffic of traditional road transport vehicles in Iran is 47%, which has caused a significant increase in the level of air pollution in urban environments (Bidva and Hasanzadeh, 2018). Therefore, electric cars have become a political goal; it is necessary to focus on future-oriented innovations in the production of electric vehicles in order to resolve political concerns (Di Felice et al., 2021). Often, these problems are not caused by the development or technology itself, but environmental problems are caused by not paying attention to the side results and incorrect application of industry and technology (Abdi et al, 2024). Therefore, organizational value creation is the requirement for an effective and useful response to these changes; the development of technology and gaining a competitive advantage from the opportunities resulting from them (Ajalli, 2023). Value creation is a lofty goal in business and means an approach that an organization takes towards all its stakeholders and especially its customers, in which it puts the customer at the center of all its activities and processes. In this sense, in today's highly competitive environment, there are organizations that are aware of the needs of customers and their surroundings, and identify opportunities faster than competitors and take advantage of them (Qanbarzadeh, 2021). Based on this, it is important to review the research literature and draw a scientific map to review the development of electric vehicles. The analysis of social networks is known as a systematic method that presents a sociological paradigm by analyzing keywords; and it also enables the possibility of identifying scientific collaboration networks by analyzing network nodes and communication lines between them and determining the joint authorship of researchers and co-authorship of countries (Darvish et al, 2018). Theoretical literature Todorovic et al, (2023) found, by evaluating the number of scientific publications related to the transition and conducting scientometric and literature analyzes, that there are general concerns about safety, sustainability, environmental effects, and ecological footprint. Although there is dominance in the areas related to technical evolution of electric and self-driving cars, the increasing growth of various fields of research, including artificial intelligence, is evident. This study shows that progress in artificial intelligence technology, innovation in business models and regulations, as well as continuous and comprehensive integrated studies should be considered. Kovačić et al, (2022) in a research entitled the new paradigm of sustainable urban mobility showed that the use of electric and self-driving electric vehicles is one of the optimal solutions to reduce noise pollution or pollution caused by the operation of internal combustion engines, and transformation and development of planning methods is essential to increase their sustainability. Sayadi et al, (2024) identified and prioritized the obstacles to the promotion of electric cars in Iran in a research, taking into account the special conditions of the country's automobile industry. The obtained results showed that infrastructural barriers, creative destruction barriers, supply side barriers, and demand side barriers are the most important barriers to promoting electric cars in Iran. Sheikhi et al, (2021) in a research to identify the key factors affecting the promotion of green innovation capabilities in the automobile industry showed that the key factors of stakeholder pressure and legal requirements, green research and development, green product innovation, and sustainable network collaborations respectively have the greatest impact on promoting the capabilities of green innovation in the automobile industry; senior managers and policy makers of the automobile industry should pay special attention to this category of capabilities and strive to strengthen these factors. Research methodology The research is descriptive in terms of its purpose and developmental in terms of the type of use, which was carried out with the help of scientometric techniques along with co-lexical and co-authorship analysis. The community of this research includes all the scientific productions carried out by the world's researchers in the field of electric vehicles, whose research results have been indexed in the Web of Science database during the years 1955 to 2023. Therefore, the search in the core collection section of the WOS database was conducted on January 6, 2023 without time limit in order to collect the data and retrieve the records needed for this research (search method: Electric vehicle, publication field: Title), which out of 1168 keywords related to 13093 articles with 151 keywords that were repeated at least 3 times were identified and selected as basic keywords. Co-lexical and co-authorship analyzes of the subject area were done with the help of VOS viewer software, and data analysis was done using Excel software. Research findings The results of the topic search conducted in the WOS database in the last 68 years led to the recovery of 14,235 sources in the field of electric vehicles, of which 99.038% of the mentioned researches were published in English. The results indicate that in the last few years, since 2020, the governments have sought to create the necessary infrastructure for the development of electric vehicle technology by formulating and implementing appropriate strategies. With the issue of electric cars in scientific sources, great emphasis has been placed on the development of incentive strategies by governments and their implementation in order to achieve sustainable production and environmentally friendly consumption. Conclusion The current research was conducted with the aim of scientometric analysis of the studies conducted in the field of electric vehicle business value creation based on the studies indexed in WOS. The results of this research are consistent with the results of Wang et al, (2019), Kubiczek and Hadasik (2021), Khan et al, (2020), Pelegov and Pontes(2018), Foster et al, (2018), and Rietmann and Lieven (2019). The results of the research showed that the environmental and energy security issues have prompted governments to provide many incentive policies to promote electric vehicles with the aim of promoting sustainable and environmentally friendly mobility, reducing resource wastage and increasing value creation. Due to the fact that Iran's traditional automotive industry is not able to keep pace with the global automotive industry because of its deep backwardness, and based on the results of the research, it is suggested to refrain from huge investments in the field of ordinary cars; and instead, put the development policy of the electric automotive industry on the agenda of the government. In order for the automobile industry to become a leading sector in the national economy, it is necessary to change the government's approach from the traditional automobile industry to the support of electric automobile manufacturing. The government should put incentive programs for the development of the market in the initial stage of the electric vehicle industry. Continuous monitoring of the country's progress in the area of new technologies in the field of electric vehicles and persuading universities and research institutions to create capacities for electric vehicle technological innovations can be effective.

Abstract Abstract The aim of this research is to analyze the model of factors affecting customer experience in the implementation of generation 4.0 retail. This research is applicable in terms of purpose, and descriptive-correlational in terms of method. The statistical population includes customers of the Etaka chain store, and the sample size was determined as 384 people using the Cochran formula, and the simple random sampling method was used. The data collection tool was a researcher-made questionnaire, whose validity was confirmed by experts and its reliability was confirmed through Cronbach's alpha and composite reliability. In order to test the hypotheses and fit the conceptual model, structural equation modeling was used with AMOS software. The fit indices including CFI, GFI, IFI, and RMSEA were within acceptable limits, indicating a proper fit of the model. The research findings showed that technological progress and value creation have a significant impact on customer experience. Human and organizational factors also play an effective role in implementing Retail 4.0. Customer experience, as a key variable, plays a prominent role in improving store performance and strengthening customer relationships. The results indicate that intelligent use of new technologies, empowering human resources, and creating appropriate organizational infrastructure are essential prerequisites for achieving positive customer experience and sustainability in modern retail environments. Introduction Along with the industrial revolution, the retail industry has also evolved significantly. First, in relation to Retail 1.0, large stores began to emerge along with mass production using steam power. Accordingly, consumers enjoyed low-cost products in Retail 2.0, and as a result, more shopping malls were opened. Meanwhile, in Retail 3.0, consumers enjoy online shopping globally through the Internet, and therefore, shopping behavior has changed; because now we can buy anything without leaving home. And this evidence shows that Retail 4.0 can make our lives easier and better (Ren et al., 2024). In general, Retail 4.0 technologies include artificial intelligence, Internet of Things, cloud computing, big data analytics and augmented reality (Vhatkar et al., 2024). Artificial intelligence can replace employees in some routine jobs, while home and office applications can be managed through mobile applications thanks to the Internet of Things. The recorded data is then stored and analyzed in the cloud using self-service kiosks (Bonfer et al., 2022). When the 4.0 generation was first introduced in the industry in 2010, it also brought the retail industry into the fourth revolution. On the other hand, Retail 4.0 seems to be a new concept for retailers around the world; when Industry 4.0 technologies such as artificial intelligence, Internet of Things, cloud computing, big data analytics, and augmented reality were implemented in the retail industry (Har et al., 2022). The level of adoption of Retail 4.0 is high in developed countries such as the United States, the United Kingdom, and Europe. However, in less developed countries, with low internet access coverage, the adoption of these technologies seems challenging for them. Consumers and businesses are unable to take advantage of the emerging e-commerce opportunities due to persistent bottlenecks and barriers such as costly broadband services, over-reliance on cash, shortage of skilled workers among the people, and government indifference. Therefore, the researcher intends to answer the fundamental question: how is the analysis of the model of factors affecting customer experience in the implementation of Retail 4.0? Theoretical foundations Technological advancement and customer experience Technological advancement is recognized as one of the most important drivers of transformation in the retail industry. New technologies, including online shopping systems, mobile applications, artificial intelligence, the Internet of Things, and big data analytics, enable fast, accurate, and personalized services for customers (Mirzaee Azandariani et al., 2022). In particular, customer familiarity with technology and its ease of use improve the customer experience in interacting with the organization and increase satisfaction and trust (Alexander et al., 2022). Organizational factors and customer experience Organizational factors include the organization's culture, processes, structure, and strategies that shape the organization's overall performance. In retail environments, organizations that have a customer-centric culture, design their processes to respond quickly and effectively to customer needs, and have a flexible and innovative structure, and can significantly improve the customer experience (ham et al., 2021). Effective organizational processes, such as customer relationship management systems and supply chain optimization, increase service quality and reduce customer waiting times. Intra-organizational technology infrastructures, such as integrated data mining systems, enable customer behavior analysis and forecasting of customer needs. Behera et al., (2024) studied “Changing Customer Engagement with Artificial Intelligence in E-Marketing: An E-Retail Perspective in the Era of Retail 4.0”. The research method is quantitative. Primary data was collected from 305 e-retail customers and analyzed using structural equations. The results showed that AI-based e-marketing can predict customer desires, provide personalized messages and offers, increase customer engagement with the brand, and enhance the digital shopping experience in Retail 4.0. Blut et al., (2024) studied “Retail Customers’ Ease of Use of Artificial Intelligence-Based Virtual Assistants: A Meta-Analysis”. The meta-analysis included 2766 correlations from 244 independent samples. Data analysis showed that price value, social support, and humanization are the main drivers, and the performance of assistants varies depending on their type (intelligent/stupid, voice/text-based, avatar/non-avatar), and negative emotions play a mediating role. Research Method This study is applicable in terms of purpose and descriptive-correlational in terms of method. The population of the present study includes customers of the Eteka chain store, the sample size was determined as 384 people based on the Cochran formula, and the sampling method was simple random sampling. The findings from the Cronbach’s alpha test are reported. To examine the validity, content validity was used and its validity was confirmed. Then, the reliability of the questionnaire was measured by distributing the questionnaire. In order to test the research hypotheses, structural equation modeling was used in the Amos statistical software platform. Research findings The research findings showed that technological advancement, value creation, human and organizational factors each have a positive and significant impact on customer experience and the implementation of Generation 4.0 retail. It was also found that customer experience plays an important role in increasing interaction and effective communication between the store and the customer. Finally, general and market-specific factors also significantly affect the acceptance and success of the implementation of Generation 4.0 retail. Conclusion and Discussion The present study showed that the success of the implementation of Generation 4.0 retail is the result of the interaction and combination of several key factors. Technological advancement and the use of digital tools improve the shopping experience of customers, while providing real value increases their satisfaction and loyalty. Employee competence and skills, service quality and effective customer interaction play an important role in the success of digital stores, and appropriate organizational management and efficient internal processes facilitate the implementation of digital transformation. In addition, adaptation to market conditions, customer behavior and the socio-economic environment is a determining factor in the acceptance and success of Generation 4.0 retail. Overall, positive customer experience, value creation and market alignment form the focal point of any successful strategy in Generation 4.0 stores. The present study showed that technological advancement directly improves customer experience. Easy access to new technologies and ease of use of digital tools increase customer satisfaction and convenience in shopping. This finding is consistent with the studies of Akbari et al. (2022) and Rousta et al. (2023). Value creation is also a critical factor affecting customer experience. When customers receive real value from products and services, their satisfaction increases and their willingness to repurchase and loyalty is formed. The findings are consistent with the research of Mirzaee Azandariani & Arya (2022) and Akbari et al. (2022), which shows that creating a positive customer experience is not possible without providing tangible value. Therefore, stores should focus on enhancing the value provided to customers at all stages of the purchase process. Organizational factors have an important impact on the adoption and implementation of Generation 4.0 retail. Organizational culture, internal processes, and technology infrastructure are among the factors that facilitate the success of implementation. This finding is consistent with the studies of Aldrighetti et al. (2023) and Hoyer et al. (2020), which show that success in digital transformation is not achieved by focusing only on technology, but also by effectively managing human resources and organizational processes. Human factors also have a significant impact on the implementation of 4.0 retail. Employee empowerment and technology-related skills improve service quality and customer engagement. These results are consistent with the research of Behera et al. (2024) and Roustaee Gholpaygani et al. (2023), which shows that employee training and empowerment are crucial for the success of digital stores. Customer experience, as a key phenomenon, has a direct impact on the success of 4.0 retail implementation. A positive customer experience increases satisfaction, loyalty, and repurchase motivation; and encourages customers to interact more with the store. These findings are consistent with the results of Blut et al. (2024) and Behera et al. (2024), and show that customer experience is the focal point of any successful strategy in 4.0 stores. Market-related and general factors are also influential. Attention to customer behavior, changing tastes, social acceptance, laws and regulations, and economic conditions can ensure the success of stores. The findings are consistent with the research of Vhatkar et al. (2024) and Rousta et al. (2023) and show that the successful implementation of generation 4.0 stores requires compatibility with environmental conditions and market needs.

Abstract Extended Abstract
Abstract
The purpose of this study is to investigate the effect of relation-based marketing capabilities through the mediator variable of e-marketing on the business performance of online sales sites. The present research is applicable in terms of purpose and descriptive-correlative in terms of nature and method of data collection; and is specifically based on structural equation modeling. The statistical population in the present study includes customers of online goods sales sites in Iran such as Digi Kala, Tehran Kala, etc., and according to Morgan's table, 380 people were selected as the sample, among whom the electronic questionnaire was distributed. Sampling method of this research is available. The collection tool in the present study is three questionnaires, which include the business performance questionnaire of Myrles, Randall and Lai (2011), Asikhia (2009), the electronic marketing questionnaire of Tsiotsu and Villachoplo (2011), the questionnaire of relation-based marketing capabilities of Azadegan Foumani (2013). Findings of the research related to the first sub-hypothesis showed that relation-based marketing has a coefficient of 0.982; in other words as much as 98.2% is related to the business performance of electronic sales sites. Also, the research findings related to the second sub-hypothesis showed that relation-based marketing has a coefficient of 0.91; in other words, 91% is related to e-marketing. Findings of the research related to the third sub-hypothesis showed that e-marketing has a coefficient of 0.479; in other words as much as 47.9% is related to business performance. Also, the findings of the main hypothesis showed that the relation-based marketing index has a coefficient of 0.457, in other words as much as 45.7% is related to the business performance of online sales sites with emphasis on the mediating role of e-marketing.
Introduction
With the proliferation of e-businesses, consumers have become increasingly inclined to shop online, so that, due to the influence of the Internet on business, and the formation of the foundation of the digital economy, to achieve the goals of modern marketing in e-commerce, e-marketing has drawn attention and is a key factor in the competitiveness of international markets (Taj Zadeh Namin & Martaei Ghare Bagh, 2010). On the other hand, with the increasing expansion of the field of e-commerce, the speed and quality of customer service has also increased and has caused companies to have more control over quality components to ensure the accuracy of delivery of goods and its timeliness so that they can meet the growing needs of customers and satisfy them. The use of e-business in business activities requires attention to endogenous and exogenous factors influencing it (Amini & Ali Nezhad, 2019).
Given the importance of the two concepts of the capabilities of relation-based marketing and e-marketing in the field of domestic and foreign competition, companies have to acquire and strengthen marketing capabilities to improve their business performance, survival and growth in domestic and international markets and gain competitive position, and apply e-marketing as new technological activities (Taleghani & Mehdi Zadeh, 2016). E-marketing is, in fact, the use of the internet and other interactive technologies to create a relationship and mediation between the company and customers. This innovative activity develops new ways of interacting with customers and provides new service delivery systems, and leads to reducing costs, growth and profitability of companies and entering new markets, improving market share and creating a positive mindset about products, services and company's brand, and high business performance; and can improve service productivity, service quality and profitability (Tsiotsou & Vlachopoulou, 2011). Therefore, it can be argued that, given the importance of the two concepts of relation-based marketing and e-marketing capabilities in the field of domestic and foreign competition, companies have to acquire and trengthen the marketing capabilities to improve their business performance, survive, grow in domestic and international markets, and gain competitive position, and use e-marketing as a new technological activity. Therefore, in the present study, an attempt has been made to investigate the effect of relation-based marketing capabilities on the business performance of internet sales sites in Iran, and also by considering the electronic marketing moderator variable. relation-based marketing has been able to create shared values, as an important dimension in building the relationship between buyer and seller in online sales sites. This research tries to measure the commercial performance of these sites by using the e-marketing moderator variable. According to the above, the main issue of the research is whether the relation-based marketing capabilities through the e-marketing intermediate variable has an effect on the business performance of Internet sales sites or not.
Theoretical literature
With the expansion of the Internet and customers turning to this phenomenon in order to meet their needs, companies have the opportunity to attract the customers through new Internet services and increase sales of goods. On the other hand, the intensification of competition between companies providing services through the virtual world has caused companies to seek to retain their existing customers rather than attract new customers. This has led to arise of concepts such as relation-based marketing and e-marketing and business practice in companies. Nowadays, due to the increasing development of information technology and increasing competition in global markets, the users of textual marketing methods stay away from the global market (Varmaghani et al, 2017) and the use of effective and modern tourism marketing tools such as e-marketing is essential for a country or a region. With the advent of e-commerce, organizations are changing their business (Montazari et al, 2014). E-marketing is defined as the use of the Internet and related technologies, along with other marketing communication tools, to achieve marketing goals (Ghareh et al., 2018). Zare Dare & Taghavi, (2020) examined relation-based marketing. They concluded that organizations are required to go beyond the basic needs of customers, meet customer expectations, and focus on satisfying the customer's need to build loyalty and trust, through long-term, two-way and profitable communication (communication quality). Rezaei et al (2020) examined the alignment of e-marketing with the overall strategy of commercial organizations. This study seeks to answer the question of how to align e-marketing programs used in online commercial organizations with the organization's enterprise level strategies to increase the success of the organization. The research result showed that the alignment of e-marketing and macro strategies of the organization is necessary, and a model for the purpose was provided.
Methodology
The present research is applicable in terms of purpose; and a descriptive correlative type in terms of nature and method of data collection, and specifically based on structural equation modeling. The statistical population in the present study includes customers of online sales sites in Iran, such as Digi Kala, etc. Based on the fact that students are also a large part of the buyers of goods on Internet sites, a group of students; associate, bachelor, master and doctorate of the Islamic Azad University of Tehran, approximately at least 40 thousand people, is considered. Based on the statistical population of 40,000 students, users of online sales sites, and according to Morgan's table, the electronic questionnaire were distributed among 380 people as a sample. The questionnaires of Mirles et al (2011) and Asikhia (2009) were used to collect data on business performance variable, and the questionnaires of Tsiotsou & Vlachopoulou (2011) and Asikhia (2009) for electronic marketing variable, and the research questionnaire of Azadegan Fomani (2013) for the variable of relation-based marketing capabilities.
Discussion and Results
In order to test the research hypothesis, structural equation modeling method was used with the help of SPSS software, inferential statistics was used to test the hypotheses. Then, amos software was used to test the hypotheses or conceptual model of the research, and the results of the main hypothesis showed that e-marketing mediates the relation-based marketing capabilities and business performance of online sales sites. The relation-based marketing index has a coefficient of 0.457; in other words as much as 45.7% is related to the business performance of online sales sites with emphasis on the mediating role of e-marketing. This means that the effect of the modifier variable on the relationship between marketing capabilities and performance is positive and significant, and relation-based marketing has the coefficient of 0.982, in other words, as much as 98.2% is related to the business performance of electronic sales sites. At the confidence level of 0.95 and considering the t-value which is equal to 8.678, it can be said that there is a significant relationship between relation-based marketing and business performance of e-sales sites, and relation-based marketing with a coefficient of 0.91 and in other words as much as 91% has a relationship with e-marketing. At the confidence level of 0.95 and considering the t-value which is equal to 12.472, it can be said that there is a significant relationship between relation-based marketing and electronic marketing of e-sales sites.
Conclusion
The aim of this study was to investigate the effect of relation-based marketing and e-marketing capabilities on the business performance of online sales sites. The results of this study are consistent with the results of Harandi et al (2017); in this study, the innovative effect of relation-based marketing strategies (financial, social and structural links) on customer relationship performance (duration, depth and breadth of communication) through communication satisfaction and communication commitment in using modern e-banking services has been investigated. It is also consistent with the results of Moein et al (2017). They discussed the relationship between relation-based marketing and improving customer satisfaction in Mellat Banks in Shiraz. The results showed that there is a significant relationship between relation-based marketing and customer satisfaction, which is also consistent with the results of Herandi et al (2017). In this study, the innovative effect of relation-based marketing strategies (financial, social and structural links) on customer relationship performance (duration, depth and breadth of communication) through communication satisfaction and communication commitment in using modern e-banking services has been investigated. According to the present research, it is suggested to the managers of the company to try to present their products with better advantages than the competitors through market tour and presence in the field of competition and exhibitions and getting acquainted with the latest market changes and discovering the strategies and tactics of competitors, and use advertising and promotions and capabilities of the company. Also, to attract more international customers for export, equip their databases to provide information and online support, provide online product catalogs to customers, provide or send newsletters, magazines and e-mails to customers, and by providing online ordering and purchasing opportunity, improve their performance

Abstract Abstract The present study aims to examine the effect of a virtual store atmosphere on customer creativity, with perceived epistemic curiosity serving as a mediator in Digikala online shopping stores. The research method is a descriptive survey in nature and applied in terms of purpose. In addition, it employs a correlational research methodology. The current study collected data through library research and field methods. All students at the University of Isfahan constituted the statistical population for the present study. The sampling method was convenience sampling, and based on Cochran’s formula, the required sample size was calculated to be 384 individuals, of whom 336 students ultimately completed the questionnaire. A standard questionnaire was used to collect data, and its content validity and reliability were confirmed by experts using Cronbach’s alpha coefficient and composite scale reliability, respectively. SPSS and Smart PLS software were used to analyze the research data. All of the research’s hypotheses were confirmed. The significant effect of virtual store experience on consumers’ creativity, the significant effect of virtual store experience on perceptual curiosity, the significant effect of perceptual curiosity on consumers’ creativity, and the mediating hypothesis of the effect of virtual store experience on customers’ creativity via perceived epistemic curiosity were proven. Extended Abstract Introduction As the brick-and-mortar retail store evolves from its traditional form to a more advanced one, managerial and academic attention has shifted toward developing effective virtual stores. The proliferation of virtual stores has led to increased product and service similarity between them. As the instrumental feature of online shopping, such as convenience, comfort, and useful information, become significant predictors of online shopping attitudes and behavior, customers can shop from any Internet-connected location (Koo & Ju, 2010). In the current market environment, it is widely acknowledged that customer creativity is a crucial and indispensable factor for both customers and business owners (Zhu & Mehta, 2017). Consequently, marketers and a growing number of companies encourage customers to express their creativity, involve them in designing and developing new products, and utilize their ideas in online marketing campaigns (Kim & Choo, 2023). These campaigns strongly emphasize customer innovation to generate creative ideas or outputs (Wu et al., 2015). Customer creativity is defined as the consumer’s overall capacity to generate novel consumption-related ideas. Theoretical and anecdotal discussions have also linked epistemic curiosity to customer creativity; curiosity involves pursuing new knowledge and experiences. Creativity also involves transforming existing knowledge, ideas or objects into something novel and interesting. This definition reveals the overlap between the two terms. Both pivot on the axis of freshness and novelty (Gross et al., 2019). Curiosity and creativity are two fundamental human traits: the desire to learn and explore; and create new and valuable things (Harrison & Dossinger, 2017). Some organizations have recognized curiosity as a fundamental value, a stimulant of creativity, and a genesis of competitive edge; researchers tend to focus on what has been theorized as the beneficial effects of curiosity, such as creativity, rather than curiosity itself. Despite the importance of curiosity and creativity separately and the promising connection between them, these two constructs have rarely been the research focus simultaneously (Gross et al., 2020). In consumer behavior research, marketing researchers have found customer creativity an intriguing but unexplored topic. On the other hand, as the prevalence of virtual stores has grown, several studies have focused on enhancing knowledge of successful functional aspects and enhancing usability and value. However, previous research has examined the various aspects of online customer characteristics that may influence customers’ perceptions of environmental cues in a somewhat inconsistent and insufficient manner. Therefore, the primary question of this study is whether the experience of the virtual store condition influences consumer creativity through the mediation of perceived epistemic curiosity in the Digikala online shopping stores. Theoretical framework Virtual stores provide the highest quality images and allow customers to see a wide range of choices and specifications. Implementing virtual reality in virtual stores provides customers with a more realistic shopping experience from the comfort of their own homes compared to a unique and extraordinary online shopping experience. Moreover, the user can have a store experience by browsing and examining items as if they were being physically held, just as in a physical store (Billewar et al., 2022). Retailers invest in creating an inviting store environment that entices customers to visit and offers a pleasant shopping experience. However, retailers’ websites cannot accurately depict the store environment. Virtual reality is one way to offer a distinctive online store experience (Jin et al., 2021). A virtual store is a website offering multiple products or services in its storefront. Customers can purchase these services or goods at the store and pay for them online (Faezi & Nowrozi, 2013). Recently, curiosity has been introduced as a variable that influences creativity. Studying curiosity allows for a more accurate examination of its functioning. Individuals interact with the topic at the center of their creative endeavors. Intriguingly, the correlation strength for perceptual and epistemic curiosity was comparable, indicating that curiosity with a greater intellectual orientation and the desire for new sensory experiences may be necessary for creativity because curiosity increases the motivation to engage in creative activities (Gross et al., 2020). Methodology This survey-based research employed an applied objective and a descriptive-correlative data collection strategy. Students at the University of Isfahan constituted the statistical population (384 participants), of whom 336 were recruited through convenient sampling. As a data collection instrument, a questionnaire containing 11 items was used, the first three of which were related to the virtual store experience component (Yang et al, 2020), four were related to the perceptual curiosity component (Mehrabian & Russell, 1974), and four were related to consumer creativity adapted from prior studies (Lee & Choo, 2020). Discussion and Results The partial least squares structural equation modeling (PLS-SEM) with SMART-PLS software was used to investigate the research hypotheses. According to the findings of the first hypothesis, a virtual store’s atmosphere influences customers’ creativity. The results of the second hypothesis indicated that the virtual store environment influences perceptual curiosity. The results of the third hypothesis implied that perceptual curiosity influences customers’ creativity. The results of the fourth hypothesis demonstrated that perceptual curiosity mediates the effect of the virtual store atmosphere on customer creativity. Conclusion The present study aimed to investigate the effect of the virtual store experience on customer creativity by examining the mediating role of perceived epistemic curiosity in the online shopping stores of Digikala. The first hypothesis posited that interacting with a virtual store can increase customer creativity. The results of this hypothesis are consistent with the findings of Wetzel et al. (1994) and Alahuhta et al. (2014). Digikala stores can provide options for easy and quick access to different sections, including customer recommendations, by employing a group of website design specialists. Virtual store experiences may alleviate cognitive load, stimulate the imagination, and increase mental capacity for conceptualization. Virtual environments provide more advanced communication media than conventional systems, enabling users to interpret visual, auditory, and tactile cues to access information. Since the level of sensory information influences the customer experience in a virtual environment, the condition of the virtual store experience could stimulate customer creativity. Testing the second hypothesis also confirmed the effect of the virtual store experience on the customer’s perceptual curiosity. The results of this hypothesis are consistent with those of Beck and Crié (2018) and Yang et al. (2020). Exposure to high levels of sensory information, such as advertisements, is essential in provoking customer curiosity by enhancing the inclination for further knowledge regarding an object. In addition, sensory stimuli that customer experiences in a new way tend to evoke perceptual curiosity. This study focuses on perceptual curiosity triggered by visual, auditory, or tactile stimulation and motivates individuals to focus on the new perceptual stimulus. Customers are generally perceptually curious when they encounter novel sensory stimuli. Testing the third hypothesis of the study indicated that perceptual curiosity positively affects customer creativity. The results of this hypothesis are consistent with the findings of Pizzi et al. (2020). Curiosity is perceived as an important antecedent to individual creativity. An immersive virtual store experience can enhance consumer creativity through the curiosity mechanism. Customers may perceive higher curiosity in virtual settings since it provides a more lucid experience. Curiosity is an intrinsic motivation for the consumer and appears to be the most relevant variable for explaining consumers’ exploratory behavior. Moreover, heightened curiosity prolongs the time allocated and attention to specific information. Furthermore, curious individuals ask questions, persevere through challenging tasks, and examine intriguing objects. The positive effect of the mediating role of perceptual curiosity in the relationship between the virtual store and customer creativity was also revealed by testing the fourth hypothesis of the study. We anticipate that the complex sensory stimuli generated by virtual reality will stimulate perceptual curiosity. Moreover, perceptual curiosity, defined as the desire to motivate inquiry behaviors to pursue new information, positively influences customer creativity. The relationship between the virtual store experience and customer creativity is therefore mediated by perceptual curiosity.

Abstract Abstract The purpose of this research is to evaluate the five senses and the perceived value of customer loyalty in the insurance industry using the Fuzzy Hierarchy Analysis (FAHP) method. The research method is applicable in terms of purpose and descriptive-survey based on the method of data collection. The statistical population of the research included 30 professors and specialists in the field of marketing management, and sampling was done in a targeted manner. The information and data needed for the research were collected through a questionnaire, and the paired comparison technique was used to prepare the questionnaire. The fuzzy hierarchical analysis technique was used to analyze the data. The results of fuzzy hierarchical analysis showed that the most important factors affecting customer loyalty are: perceived value, and five senses. It also showed that the most important dimensions of the five senses in the insurance industry are: sight, hearing, touch, smell, and taste, respectively; and the results showed that the most important dimensions of perceived value in the insurance industry are economic value, social value, perceptual value, and emotional value; and the most important dimensions of customer loyalty in the insurance industry are: behavioral loyalty, attitudinal loyalty, and emotional loyalty respectively. Also, the results of the statistical analysis showed that perceived value (economic value, social value, perceptual value, and emotional value) has a positive and significant effect on customer loyalty. Introduction In order to create a positive relationship with customers, businesses must effectively manage marketing strategies as a tool to meet customer needs and build customer loyalty. While customer retention is an essential element in strengthening the company's profitability; loyalty is created with the aim of creating a long-term relationship between companies and their customers (Hwang et al, 2019). Previous articles have examined different ways of measuring loyalty and related factors that can strengthen the predictive power of the loyalty process (Baloglu et al, 2017, Tanford et al, 2013). Customer loyalty is the most important output of product and service providers (Lewin et al, 2015). One of the important factors in the formation of customer loyalty to products, services, and in general is the perceived value of a brand imprinted in the minds of customers. (Geuens et al, 2009). In his mind, each customer assigns one or more characteristics of human personality to each brand. Brand personality is a special characteristic that is perceived by the consumer, and is defined as a unique and valid term of the effort to give meaning to the creation of identity in the brand market. A number of insurance companies have increased the volume of their operations. In addition, insurance companies have enthusiastically adopted advanced information technologies in their operations. Since the central service is almost standardized and there is no doubt about the claim that competition in the insurance industry and other forms of it, such as service quality, takes time; therefore, competition is based on their ability to provide higher quality services to customers (Mualla, 2011). Thus, the main question of the current research is: what are the five senses and the perceived value of customer loyalty in the insurance industry using the Fuzzy Hierarchy Analysis (FAHP) method? Theoretical Framework Perceived value The perceived value of the brand through a complex process and a comprehensive approach is necessary to guide towards the desired repeat purchase behavior, and finally the perceived value is the consumer's overall assessment of the desirability of a product based on the perceptions he has of the receipts and payments. (Salehi Seghiani et al, 2019). Customer commitment Customer loyalty to the organization is a category that is affected by many and diverse factors and conditions inside and outside the organization, the effect extent of which varies according to the type of organization from one organization to another. Accurately recognizing these factors and determining the effectiveness of each of them in helping managers to make the right decision is very important (Shiri et al, 2017). Five senses Sensory marketing is the process of identifying and satisfying customer needs and interests in a profitable way to engage them in two-way communication that brings the brand's personality to life and creates added value for target customers. In marketing, conducting research on emotions in consumer behavior has created a new chapter called sensory marketing; the way in which it engages the consumer's emotions and affects his judgment perception and behavior (Hasali Ashtiani & Deilmi Moazi, 2015). Akbari et al, (2024) investigated the purpose of the current research; predicting consumer loyalty through the role of flow experience, perceived value, and corporate social responsibility. The results showed that attention, concentration, and the concept of time have a significant effect on the flow experience. Other results showed that flow experience, perceived value, and corporate social responsibility have a significant effect on consumer loyalty at the p<0.05 level. In this regard, it can be said that this company personalizes its customer experience by using the available information and creates it according to the individual needs of the customers. In this way, customers will feel that the necessary attention is given to them. Khatami Firoz Abadi et al, (2023) investigated the identification and prediction of factors affecting customer loyalty in Iranian insurance companies using confirmatory factor analysis and artificial neural networks. After analyzing the results of the confirmatory factor analysis method; commitment factors, perceived quality, trust, perceived value, empathy, brand image, attractiveness of other options, customer satisfaction had an effect on customer loyalty in Iranian insurance companies, and the switching cost factor had little effect on customer loyalty. Finally, the target model of the research was designed to predict fidelity with 8 input neurons, 110 middle layer neurons, and 1 output; with an error level of 0.00992 and a regression of 0.98694. Research methodology The research method is applicable in terms of purpose and descriptive-survey based on the method of data collection. The statistical population of the research included 30 professors and specialists in the field of marketing management, and sampling was done in a targeted manner. The information and data needed for the research were collected through a questionnaire, and the paired comparison technique was used to prepare the questionnaire. Research findings The fuzzy hierarchical analysis technique was used to analyze the data. The results of fuzzy hierarchical analysis showed that the most important factors affecting customer loyalty are: perceived value, and five senses. It also showed that the most important dimensions of the five senses in the insurance industry are: sight, hearing, touch, smell, and taste, respectively; and the results showed that the most important dimensions of perceived value in the insurance industry are economic value, social value, perceptual value, and emotional value; and the most important dimensions of customer loyalty in the insurance industry are: behavioral loyalty, attitudinal loyalty, and emotional loyalty respectively. Also, the results of the statistical analysis showed that perceived value (economic value, social value, perceptual value, and emotional value) has a positive and significant effect on customer loyalty. Conclusion The current research was conducted with the aim of evaluating the five senses and the perceived value of customer loyalty in the insurance industry using the Fuzzy Hierarchy Analysis (FAHP) method. The results of this research are in agreement with the results of Akbari et al, (2024), Khatami Firoz Abadi et al, (2023), Zyad Alzaydi (2023), Rashed et al, (2023), Bahrami et al, (2022), Behruzi & Sohrabi (2022), Asgari & Fazeli (2022), Lv et al, (2020), and Hwang et al, (2019). Akbari et al, (2024) showed that attention, concentration, and the concept of time have a significant effect on the flow experience. Other results showed that flow experience, perceived value, and corporate social responsibility have a significant effect on consumer loyalty. In this regard, it can be said that this company personalizes its customer experience by using the available information, and creates it according to the individual needs of the customers. In this way, customers will feel that the necessary attention is given to them According to the results of the research, the following suggestions were made: 1- By specifying the goals of the organization, organizational processes, the support of the managers of the organization to the employees, the system of rights and benefits, and the promotion system in the organization are among the things that can affect the perceived value. 2- Adequate knowledge of the buyers and target customers should be done because, in order to be able to create excellent and superior value for them, it should be done continuously to ensure the customer's interests.

Abstract Abstract
The present study analyzes the relationship between the role of perceived value and brand identity in improving customers' attitudinal loyalty. The results were obtained by examining the opinions of customers of Tejarat and Melli Banks in Mazandaran province. The research method is descriptive which was implemented by survey method. The sample size of the research was 384 people, which was obtained based on Cochran's formula according to an unknown statistical population. A non-probability sampling method was available. Data analysis was performed based on Q et al.'s (2009) perceived value questionnaires, Mael and Ashforth's (1992) brand identity, and Jacoby and Chestnut's (1978) brand loyalty questionnaires. The validity of the questionnaires was examined and verified based on the content validity using the opinions of experts, the validity based on the views of a number of the statistical community, and the structure using the factor analysis method. The reliability of questionnaires was estimated by Cronbach's alpha method; 0.77, for perceived value, 0.82 for brand identity, and 0.84 for attitudinal loyalty, respectively. Data analysis was carried out in two levels, descriptive statistics and inferential statistics, including modeling of structural equations by Lisrel statistical software. The results showed that brand identity and perceived value are related to attitudinal loyalty with impact coefficients of 0.84 and 0.79, respectively. Brand identity has a relationship with perceived value with an impact factor of 0.86. Finally, it can be said that brand identity has relationships directly and indirectly with customers' attitudinal loyalty, in other words, perceived value in the relationship between brand identity and customers' attitudinal loyalty has played a mediating role.
Extended Abstract
Introduction
Today, maintaining and strengthening customer loyalty in line with a company's products or services has generally become the main and central point of marketing activities; if the brand's characteristics are known and defined correctly, they can lead to customer loyalty. Rapid changes in today's world have made organizations face various challenges, but there are successful organizations that take advantage of the opportunities created with the help of management tools and new technologies. E-commerce environment is one of these tools. Brand identity expresses the ideal characteristics that the brand intends to offer to customers. In other words, brand identity is what the brand promises and offers to the market (Essamri et al. 2019). The main essence of the brand is what is supposed to be depicted in the future and imprinted in the mind of the customer. A neat appearance and whatever comes to the eye is the expression of a brand's identity. Perceived value is obtained by comparing the cost of the product or service that customers pay for a brand with the benefit they get from it. In fact, when a customer buys a product or service, he wants to receive more value than its costs. Perceived value is the customers' evaluation of the value that is created for them by the supplier according to the balance between all the benefits and related costs in a specific consumption situation (Kim et al, 2019). According to the above material, the researcher is trying to answer the question: does brand identity have a significant effect on attitudinal loyalty with emphasis on the mediating role of the perceived value of customers of commercial and national banks in Mazandaran province?
Theoretical framework
Gostin & Batz (2000) define value as the emotional bond created between a customer and a producer after the customer consumes the goods or services produced by that supplier (Hosseini & Ali, 2022).
A brand, in order to be strong and remain strong, has the duty to be loyal to its identity. Brand image is unstable and transient. Most of its dependence is on the appearance of the brand name, not its essence (the concept of identity, the main/central core). Brand name represents a competition which should make the communicational approach determiners move from surface to depth, and examine the brand name basically.
Customer loyalty to the organization is a category that is affected by many and diverse factors and conditions inside and outside the organization; the degree of this effect varies from one organization to another according to the type of organization. Accurately knowing these factors and determining the effectiveness of each of them is very important in helping managers to make the right decision (Shiri et al, 2017).
Lumi et al, (2022), conducted a research entitled "The effect of brand image and customer perceived value on customer loyalty". The statistical population includes all the customers who use the sports brand Nike in Spain, 318 people were selected as a statistical sample through available sampling method. The research method was a survey, carried out applicably. The results showed that the image and perceived value of the customers have a positive and significant effect on the satisfaction and ultimately on the attitudinal loyalty of the customers, in whom the repurchase intention increases.
Ezati & Mazhari (2021) in a research, investigated the effect of brand equity, brand identity and loyalty on the repurchase intention of the sports shoes industry in Tehran University physical education students. This research was applicable in terms of purpose, and descriptive-correlative in terms of data collection. Data collection tools were standard questionnaires, whose formal and content validity was approved by 10 sports management experts. Its reliability was also calculated using Cronbach's alpha coefficient of 0.86. Data analysis was done using SPSS and Amos software. The results showed that brand equity, brand identity and brand loyalty have a positive and significant effect on repurchase intention.
Methodology
The current research is applicable in terms of purpose, and descriptive in terms of correlational data analysis. The statistical population of this research was made up of all the customers of the Tejarat and Melli banks of Mazandaran province. 384 people were selected as a statistical sample through available sampling method. To collect data, standard questionnaires of perceived value (Kuo et al, 2009) in 3 items, brand identity (Ashforth & Mael, 1989) in 4 items, and customer loyalty (Jacoby & Chestnut, 1978) in 3 items were used.
Discussion and Results
In order to investigate the hypothesis of the research, the modeling of structural equations, the method of structural equation modeling with the help of spss software was used to test the hypotheses from inferential statistics. Then, Lisrel software was used to test the hypotheses or the conceptual model of the research, and the results related to the first hypothesis showed that the power of the bank's brand identity on the perceived value of customers was calculated as equal to (0.68), which shows that the correlation is favorable. The significance statistic of the test was also obtained (7.66), which is more than the critical value of t at the 5% error level, i.e. (1.96) and shows that the observed correlation is significant. Therefore, it can be said that the brand identity of the bank has a positive and significant effect on the perceived value of customers. The results related to the second hypothesis showed that the strength of the effect of customers' perceived value on their attitudinal loyalty was calculated as (0.76), which shows that the correlation is favorable. The significance statistic of the test was also obtained (8.74), which is more than the critical value of t at the 5% error level, i.e. (1.96), and it shows that the observed correlation is significant. Therefore, it can be said that the perceived value of customers has a positive and significant effect on their attitudinal loyalty. The results related to the third hypothesis showed that the power of bank brand identity on customers' attitudinal loyalty was calculated equal to (0.43), which shows that the correlation is favorable. The significance statistic of the test was also obtained (5.41), which is more than the critical value of t at the 5% error level, i.e. (1.96) and shows that the observed correlation is significant. Therefore, it can be said that the brand identity of the bank has a positive and significant effect on the attitudinal loyalty of customers. The fourth hypothesis analyzes the mediating role of perceived value in the influence of bank brand identity on customers' attitudinal loyalty. The results showed that the direct influence of bank brand identity on attitudinal loyalty was calculated as equal to (0.43), which shows that the correlation is favorable. The power of indirect effect of bank brand identity on attitudinal loyalty considering the mediating role of perceived value is equal to (0.51). Considering that the power of the indirect path is greater than the direct path, therefore, the presence of the perceived value variable increases the power of the impact and the mediating role of this variable is confirmed.
Conclusion
The current research was conducted with the aim of the role of perceived value and brand identity in improving the attitudinal loyalty of customers. These results are consistent and supported with the research findings of Loureiro&etal (2019) and Fernandez & Lewis (2019) and Lumi et al (2022) and Ezati & mazhari (2021) Zarepour Nasirabadi et al, (2019); In line with this, it can be said that the formation of brand identity in the minds of customers will create value in customers and increase relative satisfaction among them. Furthermore, the attitude of the bank staff along with the service provision to the customers to introduce services can play a fundamental role (Buil&etal, 2016). The customer's perceived value is the customer's understanding of the bank's value, if this value is shown to him, it will make him satisfied with the bank's products (Chen & Lin, 2019).
It is suggested that the managers of Tejarat and Melli banks emphasize more on the intangible aspects of using services (emotional aspect of customers) in the advertising department; Advertisements that can convey the aspects of relaxation, pleasure and convenience in using the services provided by the bank to the society and try to create a positive attitude in the customers to buy.

Abstract Abstract
The purpose of this research is to investigate the effect of active market proactiveness on business performance with the mediating role of product innovation and knowledge sharing among handicraft producers in Iraq. This research was carried out with an applicable purpose and a descriptive-survey method. The statistical population of this research included 300 managers of local businesses or handicrafts in Iraq, non-probability method was used for sampling, and 169 people were evaluated and measured based on Morgan's table. In this research, a questionnaire was used to collect data, and its face validity and content validity were confirmed by experts. To measure the validity of the questionnaire, confirmatory analysis of convergent and divergent validity was performed. Cronbach's alpha coefficient and composite reliability were used to measure reliability, which showed good reliability of the tool. In order to analyze the data, partial least squares method and PLS3 Smart statistical software were used, and the results showed that all the hypotheses were confirmed, and it was stated that active market proactiveness has an effect on business performance, and also the effect of active proactiveness with the mediating role of product innovation and knowledge sharing on performance was also confirmed. And the mediating role of market proactiveness and product innovation on business performance was also confirmed.
Introduction
Handicrafts are products that originate from the skill and creativity of centuries-old traditions. The artisans involved in making these works of art have unique talents and taste that have been passed down to them from their ancestors for centuries. In this regard, Iraq is considered as the second country with oil reserves and the use of these oil resources has transformed the country's economy into a unipolar structure. However, developing countries should gradually reduce the policy of exporting raw materials and move towards the export of value-added products. Therefore, business operators in Iraq are required to improve their performance and adapt to the changing needs of the market. These conditions and challenges force organizations to create innovative ideas and changes in their thinking paradigm and working methods (Mejri et al, 2018).
Thus, this study seeks to improve the performance of businesses producing local products (handicrafts) in Iraq and requires a market-oriented approach in order to encourage knowledge sharing and product innovation. The main purpose of this research is to investigate the effect of market activity on the performance of businesses, emphasizing the mediating role of product innovation and knowledge sharing during the pandemic in businesses producing local products and handicrafts in Iraq. By conducting such research, the business performance of domestic products can be improved, which requires a market orientation to encourage knowledge exchange and product innovation, so that local products (handicrafts) in Iraq can better maintain their shelf life. Therefore, the main question of this research is: does market activism have an effect on business performance in this field in Iraq? Also, is the relationship between business performance and the mediation of product innovation and knowledge sharing observable during the pandemic?
Theoretical framework
Product innovation encompasses changes in production processes, supply, packaging, and... It is one of the biggest challenges that companies and organizations face today, as there may not be a product on the market that solves the problem, or there may be other products on the market that behave differently. On the other hand, new or improved services, new product production, or response to foreign consumer or market needs are referred to as product innovation (Arabshahi & Abbaszadeh, 2023). Performance is a general term for some or all of the actions or activities of an organization over a period of time, along with reference to a number of standards such as past or projected costs and is a basis for efficiency that is also defined as the success of personnel, teams, or organizational units in achieving predetermined strategic goals with expected behavior (Yaskun, 2021). Market orientation is defined as an organizational culture that includes a set of shared beliefs and values about customers among organizational members and defines the customer as the main factor in business planning (Broujali, 2022). Knowledge sharing is an ongoing process of transferring organizational experiences and knowledge to business processes through communication channels between individuals, groups, and organizations. This knowledge sharing occurs when individuals actively share their professional knowledge or experience with others to teach them new ideas or thoughts (Yeboah, 2023).
Santos et al., (2023) conducted a study entitled "The Use of Management Controls and Product Innovation in Startups: The Intervention of Knowledge Sharing and Technological Turbulence". The study showed that informal controls and non-financial metrics are used for product innovation, while budget information and cost information are not directly related to product innovation. As technological turbulence increases, budget information becomes more directly related to the innovation process. Informal controls are directly related to knowledge sharing.
Arabshahi et al., (2022) conducted a study entitled "The Impact of Top Management Knowledge Value on Knowledge Sharing Practices, Open Innovation, and Organizational Performance", and the results of their findings showed that top management knowledge value has a positive effect on knowledge sharing practices, open innovation, and organizational performance.
Methodology
The current research is descriptive and applicable in terms of nature, and correlational and survey in terms of nature and type. The statistical population of this research is 300 managers of domestic businesses or handicrafts in Iraq. In the sampling method, since there was no access to the information of managers of local businesses or handicrafts in Iraq, a non-probability method was used for sampling; and 169 people were evaluated and measured based on Morgan's table. Collecting data was carried out by both library and field method. In the field part of the research, to collect data from the studied sample; Cantaleano et al, (2018) questionnaire to measure the variable of market activism, Azeem et al, (2021) questionnaire for knowledge sharing, Zaefarian et al, (2017) questionnaire for product innovation, and Wahyuni et al, (2019) for business performance were used.
Discussion and Results
The data were analyzed using structural equation modeling and SmartPLS statistical software, and the mediating variables in this study were also measured using the Sobel test. The results of the research hypothesis showed that the market proactiveness index has a positive effect on business performance with a coefficient of 2.919 at a 95% confidence level in small handicraft manufacturing companies in Iraq. The results of the second hypothesis showed that the market proactiveness index has a positive effect on knowledge sharing with a coefficient of 19.966 at the 95% confidence level in small handicraft manufacturing companies in Iraq. The results of the third hypothesis showed that the market proactiveness index has a positive effect on product innovation with a coefficient of 13.215 at the 95% confidence level in small handicraft manufacturing companies in Iraq. The fourth hypothesis is that knowledge sharing has a positive effect on business performance with a coefficient of 3.043 at the 95% confidence level in small handicraft manufacturing companies in Iraq. The fifth hypothesis showed that product innovation has a positive effect on business performance with a coefficient of 3.917 at the 95% confidence level in small handicraft manufacturing companies in Iraq. The sixth hypothesis showed that knowledge sharing has the relationship between market proactiveness and performance. Therefore, the indirect effect of market activism on business performance is significant and its coefficient is equal to 0.149 × 0.723 = 0.107. As a result, the Sobel test is used for the significance of the effect of the mediating variable, and the value of z = 3.008 was obtained, which is more than 1.96. Therefore, knowledge sharing mediates the relationship between market proactiveness on the performance of small handicraft manufacturing companies in Iraq. The seventh hypothesis of product innovation is the relationship between market activism on performance. The indirect effect of market proactiveness on business performance is significant and its coefficient is equal to 0.254 = 0.676 × 0.376. Also, the Seville test is used for the significance of the effect of the mediating variable. Here, the value of z = 3.755 was obtained, which is more than 1.96. As a result, product innovation mediates the relationship between market proactiveness on the performance of small handicraft manufacturing companies in Iraq.
Conclusion
The present study was conducted with the aim of investigating the effect of active market proactiveness on business performance with the mediating role of product innovation and knowledge sharing among handicraft producers in Iraq. This finding is in line with the findings of researchers such as Wurjaningrum & Hartami (2020), Christa & Kristinae (2021), Yaskun (2021), Santos et al, (2023), Aiti Mehr et al, (2021), Singh et al, (2021) and Febrianti & Herbert (2022). In today's dynamic business world, the survival and success of small businesses, especially in the field of crafts, requires an active and dynamic approach to the market, knowledge and innovation. To compete in turbulent markets, business operators must have the expertise and ability to create unique and different domestic products to attract customers' interest. Market-oriented knowledge development contributes to resource efficiency and encourages product innovation, which leads to improved business performance. Creating an interactive atmosphere to identify the needs of loyal customers, understand market trends and respond to the hidden needs of customers can also increase the company's sales. The ability to innovate in business-related products and create diverse organizational capabilities allows for improved business performance of new products. As time passes and needs change, old products become obsolete and cannot meet current needs. Elements of innovation enable products to best match the needs of today's consumers. In this regard, knowledge sharing can also increase organizational opportunities and capabilities and help create superior competitive products. This approach leads to improving the efficiency of resources and maintaining the competitive advantage of the business.

Abstract Abstract The purpose of this research is to investigate the effect of communication quality and brand image on customer loyalty with the mediating role of customer satisfaction. The current research is applicable in terms of purpose, descriptive-survey in terms of nature, and causal type. The statistical population of this research is the customers of Islamic Bank of Afghanistan. The sample size was determined using Cochran's formula of 384 people and the samples were selected by simple random sampling. In order to collect data, questionnaires of quality of communication by Chin et al., (2014), brand image by Moutinho (2011), customer loyalty by Amin et al., (2011), and customer satisfaction by Jamal Nasser (2002) were used. Their validity was confirmed by academic experts, and their reliability through Cronbach's alpha coefficient. In order to analyze the data, the structural equation technique was used through Smart PLS statistical software and SPSS software, and also a statistic called VAF was used to determine the intensity of the indirect effect through the mediator variable. The findings of the research showed that the quality of communication had a positive and significant effect on the loyalty of Islamic Bank of Afghanistan customers and that the brand image had an impact on customer loyalty. Also, the quality of communication was confirmed on customer satisfaction. Brand image had a greater effect than other components on customer satisfaction of Islamic Bank of Afghanistan, and also customer satisfaction had a positive and significant effect on customer loyalty. The results of the research showed that the quality of communication and brand image with the mediating role of customer satisfaction has a significant effect on the loyalty of Islamic Bank of Afghanistan customers. Introduction In recent years, with the major changes occurred in the business environment, only those organizations can continue to exist that have made the main focus of their activities on improving the quality of communication, increasing satisfaction, and sustaining customer satisfaction. It should be mentioned that mere customer satisfaction is not enough; and efforts should be made to create loyalty among them. Creating customer loyalty is not only a goal in marketing, but also considered an important basis for achieving a competitive advantage (Machado et al; 2022). On the other hand, the quality of communication can be mentioned among the factors affecting customer loyalty. Communication quality is known as a set of intangible values ​​that lead to expected long-term relationships between parties. The quality of communication helps companies in establishing basic communication with customers and maintaining them (Dahliani et al; 2021). Another factor affecting customer loyalty is brand image. The brand is considered one of the most valuable assets of any organization and the activities of the organization affect the brand and the perception of consumers and the image they have in their minds of that organization (Deylami Moezzi, 2022). In fact, it is the brand image that is in the mind of the consumer, not the factories where the products are made (Hong, 2012). According to the mentioned cases, customer satisfaction occurs when the perceived performance of the product or customer service meets their expectations. Indeed, it is widely agreed that customer satisfaction can lead to customer loyalty (Leclercq et al; 2022). One of the tools that today's business owners equip themselves with is to improve the quality of customer relationship management; the more the quality size of communication maintained, the more leads to the customer's loyalty. The quality of communication and customer satisfaction is one of the factors affecting customer loyalty. Brand images carry different meanings with themselves that affect customer loyalty. Islamic Bank of Afghanistan, as one of the largest commercial banks in Afghanistan, has an effective presence in the domestic, regional and global markets of Afghanistan by designing and creating new services with the aim of creating value for customers, especially valuable customers. This research seeks to answer the question that to what extent the quality of communication and brand image with the mediating role of customer satisfaction can affect customer loyalty. Theoretical Framework The quality of communication with the customer can reduce the insecurity experienced by the customer, which increases the customer's trust and confidence, and will affect the interactive relationship between customers in the future (Vize et al; 2016). According to Porter (1985), brand image is a mental image, reflecting the way a brand is perceived, which includes all elements of identification, product or company personality, and emotions and associations evoked in the consumer's mind (Onyancha, 2013). Loyalty is defined as a deep determination to return and support a preferred preference. It is providing value to customers through their services and products and showing curiosity to fulfill their demands or even create a relationship with customers (AL-JANABI, 2022). Researchers consider customer satisfaction psychologically as a feeling that is obtained as a result of comparing the received product specifications with the needs and desires of customers and social expectations regarding the product (Azandariani & Arya, 2022). Lubis et al., (2022) in a research entitled the effect of the quality of corporate communication and services on customer loyalty and satisfaction in Islamic banking. Their data were analyzed using the partial least squares structural equation model analysis technique. The results have shown that the quality of communication has a positive and significant effect on customer loyalty. Putra et al., (2020) in an article entitled the effect of service quality and brand image on customer loyalty with customer satisfaction as a mediating variable: the case study of Berri Bank, Jakarta Kamayuran branch. The results of the findings of this study have shown that the effect of service quality and brand image plays a role on customer satisfaction; and the effect of service quality and brand image on customer loyalty. Research method The current research is applicable in terms of purpose, survey-analytical in terms of implementation method, and causal type. The statistical population of this research is the customers of Islamic Bank of Afghanistan. According to the statistical population of the research, the size of the population is assumed to be unlimited; and according to Cochran's formula, 384 people were randomly selected as a statistical sample. To test the hypotheses and analyze the data, structural equation modeling method with partial least squares approach and PLS Smart version 3 software were used. In order to collect data, authentic questionnaires of communication quality (Chin et al., 2014), brand image (Bain Moutinho 2011), customer satisfaction (Jamal Nasser 2002), and customer loyalty (Amin et al., 2011) were used. Findings SPSS and PLS software were used to check research hypotheses and data analysis. The results showed that the quality of communication has a positive and significant effect on the loyalty of Islamic Bank of Afghanistan customers. This means that the value of the path coefficient between the two variables is 0.243, which indicates that the communication quality variable explains 24.3% of the changes in the loyalty of the customers of Islamic Bank of Afghanistan. The results of the second hypothesis showed that the path coefficient between the two variables is 0.233, and it confirms that customer loyalty explains 23.3 percent of the changes in the brand image of Islamic Bank of Afghanistan. According to the results of the third hypothesis, the path coefficient between the two variables is 0.316, and this is confirmed by the fact that customer satisfaction explains 31.6% of the changes in the communication quality variable of Islamic Bank of Afghanistan. The results of the structural model test regarding the fourth hypothesis indicate that the brand image has a positive effect on the customer satisfaction of Islamic Bank of Afghanistan. The path coefficient between the two variables is 0.497, which indicates that customer satisfaction explains 49.7% of the changes in the body image variable of Islamic Bank of Afghanistan and has been assigned the first rank; the obtained result shows that the brand image plays an important role plays a role in the formation of customer satisfaction. Regarding the fifth hypothesis, the results showed that the path coefficient between the two variables is 0.451, and this is confirmed by the fact that customer satisfaction explains 45.1% of the changes in the communication quality variable of Islamic Bank of Afghanistan. In relation to the intensity of the effect of the mediating variable of "customer satisfaction", the mediating role in the effect of communication quality on loyalty was ranked last in terms of mediating; that is, customer satisfaction plays a mediating role in the effect of communication quality on customer loyalty of Islamic Bank of Afghanistan. Determining the intensity of the indirect effect through the intermediary variable of the statistic is equal to 0.368; which means that 36.8 percent of the effect of communication quality on customer loyalty of Islamic Bank of Afghanistan is explained through the indirect effect of the mediating variable of customer satisfaction. And also in relation to the effect of the intensity of the mediating variable "customer satisfaction" on the effect of brand image on customer loyalty of Islamic Bank of Afghanistan, it has been ranked first; therefore, the mediating role of customer satisfaction variable in the effect of brand image on customer loyalty of Islamic Bank of Afghanistan is confirmed. The intensity of the indirect effect through the mediator variable was equal to 0.799; therefore, 79.9 percent of the effect of trust in the brand on the loyalty of Islamic Bank of Afghanistan customers is explained through the indirect effect by the mediating variable of customer satisfaction. Conclusion This research was conducted with the aim of investigating the effect of communication quality and brand image on customer loyalty with the mediating role of customer satisfaction in Islamic Bank of Afghanistan. According to the obtained results, the present research is consistent with the results of Putra et al., (2020), Lotfi et al., (2022), Khan et al., (2022), Lubis et al., (2022), Najmudin et al., (2022), Al-Bashayreh et al., (2022), Syahfudi & Ruswanti (2015), and Putra et al., (2020). The results showed that quality communication increases customer loyalty and connects them to the bank and its services, and the quality of communication leads to consequences such as: increasing the share of purchases, maintaining the relationship, developing future interactions, word-of-mouth advertising, and loyalty. On the other hand, if the brand image is reliable, customer loyalty will increase as well, and also the brand image plays an important role in the formation of customer satisfaction. As much as the banks provide services according to the demands of their customers, the customers' satisfaction increases as well, and customer' satisfaction affects the brand image, and brands are associated in the minds of customers, and finally, the brand image increases customer loyalty. According to the research results, the following suggestions are provided: To improve the quality of communication with customers, it is suggested that banks establish mutual communication with their customers, which occurs when the receiver and the sender of the message continuously exchange roles. It is suggested that banks improve their banking services and identify the path of customer satisfaction in order to develop their service strategy in this direction, and also deal with customer problems and have a good and friendly relationship with their customers. It is suggested that banks introduce their brand accurately and honestly in social networks and media, and share informative and effective content to create this mindset in customers.

Abstract Extended Abstract
Abstract
The purpose of this study is to investigate the effect of hotel features performance on electronic oral marketing behaviors (studied in Kish Island hotels). The present research is applicable in terms of purpose and descriptive-survey in terms of nature and method of data collection; and is specifically based on structural equation modeling. The statistical population of the study is all customers of Kish Island hotels, which are 54 hotels and apartment hotels in the first six months of 2020. According to surveys, about 200 people have stayed in these hotels in the last 6 months, and based on the available community and Cochran's formula, 322 people have been selected by cluster sampling method as a sample. Two questionnaires were used as collection tools in the present study, including the Hotel Reputation Performance Questionnaire from Khan et al.'s (2017) questionnaire and word-of-mouth e-marketing questionnaire from the standard word-of-mouth advertising questionnaire of Bamboer et al. (2011). Findings showed that the performance of hotel features has a significant effect on word-of-mouth e-marketing behaviors. Hotel environment and facilities have a significant impact on word-of-mouth e-marketing behaviors. The competence of hotel staff has a significant effect on word-of-mouth e-marketing behaviors. The hotel-to-guest experience has a significant effect on word-of-mouth e-marketing practices. Hotel location has a significant effect on word-of-mouth e-marketing behaviors.
Introduction
Marketing executives aknowledg that not only does selling products and services create value for customers, but also customer experience is an important factor in creating value. Due to the numerous challenges and interactions at the contact points, creating a memorable brand experience is important especially in the service sector. Hotels that provide a high level of quality and value in the points of contact with guests provide a good model for creating experience in service activities. They can also, by providing a complete package of services, arouse the excitement of guests to create permanent experiences and stimulate their five senses (Wiedmann et al, 2017). Guests, while choosing their accommodation hotels, pay attention to the brand of them. Having strong and well-known brands facilitates the decision-making process for hotel choosing. People today pay less attention to commercial advertising and more to what others think about the products and services we offer them. Informal communication related to products and services has a strong effect on consumer behavior, which is often greater than the messages received through advertising. These impersonal relationships are known as mouth-to-mouth, and are traditionally and in a face to face method shared between acquaintances (Izadi et al, 2019). It often seems that the increase in sales of a product or service is only due to the successful advertising of companies, but in fact the main motivation of sales is people's talking to each other about the company and its products (Khademi & Murzaei, 2020). According to the above, the main issue of the research is the effect of hotel characteristics on the word-of-mouth marketing behaviors (studied in Kish Island hotels).
Theoretical literature
Today, having a powerful brand is one of the priorities of many organizations, especially service organizations. Users are looking for redundant information to reduce the uncertainty and complexity of decision-making to reuse. Therefore, electronic word-of-mouth marketing has become the main source of information, and since the hotel industry is one of the main pillars of the tourism industry and its development directly affects the growth and development of the tourism industry, it should receive the necessary attention (Konjkav Monfared & Hoseini, 2020).
Noruzi et al, (2020) investigated in their study entitled the study of the mediating role of word-of-mouth electronic advertising in the relationship between the dimensions of empirical marketing and consumer buying intention (Case study: mobile Internet market). The results showed that word-of-mouth electronic advertising also had a positive and significant effect on consumer's purchase intention. The direct effect of empirical marketing as well as its indirect effect through the mediation of electronic word-of-mouth advertising on the consumer's purchase intention has also been confirmed.
 Khademi & Mirzaei, (2020) investigated the effect of service quality on word-of-mouth marketing with the mediating role of customer loyalty (Case study: Tejarat Bank branches in North Khorasan province). Findings showed that service quality has a positive and significant effect on customer loyalty and word-of-mouth marketing. Also, customer loyalty has a positive and significant effect on word-of-mouth marketing and that the quality of services indirectly affects word-of-mouth marketing through customer loyalty.
Methodology
The present research is an applicable research in terms of purpose, and a descriptive-survey research in terms of the method used. The statistical population of the study is all customers of Kish Island hotels, in 54 hotels and apartment hotels in the first six months of 2020. According to surveys, about 200 people have stayed in these hotels in the last 6 months, and based on the available community and Cochran's formula, 322 people have been selected as a sample and by cluster sampling method. The questionnaire of Khan et al (2017) was used to collect data on hotel reputation performance variable, and the standard word-of-mouth e-advertising questionnaire (Bamboer et al, 2011) were used to collect data on word-of-mouth e-marketing variable, which was used in the research (Moradi, 2014).
Discussion and Results
Structural equation modeling method with the help of SPSS software was used to test the research hypothesis, and inferential statistics was used to test the hypotheses. Then regression was used to test the hypotheses with pls software, which was confirmatory and content factor analysis as well as the effect of factors, and the results showed that the performance index of hotel features with a coefficient of 0.39 has a significant effect on word-of-mouth electronic marketing behaviors. At the confidence level of 0.95 and considering the t-value which is equal to 2.30, it can be said that the performance of hotel features has a significant effect on word-of-mouth electronic marketing behaviors. The GoF criterion was also used to evaluate the overall fit of the model and the measurement for the structural model. Results of average shared values ​​and average values ​​of R Squares show that: GOF value is equal to 0.66, which indicates a strong fit model. Hotel environment and facilities index with a coefficient of 0.27 has a significant effect on word-of-mouth electronic marketing behaviors. At the confidence level of 0.95 and considering the t-value which is equal to 4.83, it can be said that the hotel environment and facilities have a significant effect on word-of-mouth electronic marketing behaviors. The competency index of hotel staff with a coefficient of 0.44 has a significant effect on word-of-mouth electronic marketing behaviors. At the confidence level of 0.95 and considering the t-value which is equal to 2.23, it can be said that the competence of hotel staff has a significant effect on word-of-mouth electronic marketing behaviors. Hotel-to-guest experience index with a coefficient of 0.21 has a significant effect on electronic word-of-mouth marketing behaviors. At the confidence level of 0.95 and considering the t-value which is equal to 2.77, it can be said that the guest-to-guest hotel experience has a significant effect on electronic word-of-mouth marketing behaviors. Hotel location index with a coefficient of 0.17 has a significant effect on word-of-mouth electronic marketing behaviors. At the confidence level of 0.95 and considering the t-value which is equal to 2.18, it can be said that the location of the hotel has a significant effect on word-of-mouth electronic marketing behaviors.
Conclusion
The aim of this study was to investigate the effect of hotel characteristics performance on electronic word-of-mouth marketing behaviors (case study of Kish Island hotels). The results of this study are consistent with the results of Noruzi et al (2020) and Konjkav & Hoseini (2020); the results of these researches showed that tourist loyalty also affects brand reputation. Findings of Rahpeyma & Sasanpour (2019) showed that physical components, reliability, guarantee, responsiveness and empathy have a significant effect on e-mail marketing behaviors. Also, the results of this research are consistent with the results of Tang & Yen (2019), who investigated the word-of-mouth e-marketing behaviors in a study entitled The Impact of Hotel Features (Reputation) Performance. The results show that "hotel feature performance, previous word-of-mouth e-marketing experience, and platform convenience" are the drivers of word-of-mouth e-marketing behaviors. Demographic and location preferences do not influence word-of-mouth e-marketing practices. Economic incentives also have no effect on word-of-mouth e-marketing behaviors, which suggests that a good experience cannot be bought. The performance of key features leads to the improvement of word-of-mouth e-marketing activities, but the performance of facilitative features only contributes to the praise of electronic word-of-mouth marketing. (Rah Peyma & Sasan Por, 2019) Research findings showed that physical components, reliability, guarantee, responsiveness and empathy have a significant effect on word-of-mouth e marketing behaviors. According to the present research, hotel managers are suggested to try to make the customers' living environment a memorable and pleasant atmosphere; because a memorable environment can be important for the customers who are going to come to this hotel; and the opinions of previous customers can also be effective in attracting new customers. The managers should try to provide a relaxing environment for customers. The appearance of the hotel staff plays an influential role in attracting new customers; Therefore, the appearance of the staff and the competence of them in different departments is very important, which managers must pay attention to.

Abstract The purpose of this research is to identify the financial benefits and costs of sustainable supply chain under conditions of uncertainty in manufacturing companies admitted to the Tehran Stock Exchange. In terms of practical purpose, in terms of exploratory nature, and in terms of data collection method, this research was conducted qualitatively and with meta-composite method. The statistical community was formed in the metacomposite approach, including the articles available in Emerald, ProQuest, Absco, Science Direct, Springer, Scopus, IranDoc, Iran Mag databases. In the qualitative part, through library studies and with a metacombination approach, the financial benefits and expenses of the sustainable supply chain were extracted and categorized under conditions of uncertainty, and the initial model was proposed. Concepts of order process management process capability, customer relationship management process capability, demand management process capability, capacity and resource management process capability, time to market, buyer credit, electronic platforms, supply chain coordination and collaboration to improve service performance, synchronization Financial decisions, innovative information sharing related to finance, supplier relationship management process capability, service performance management process capability, supply chain companies' partial interaction were named and classified in the category of "sustainable supply chain financial benefits". Concepts of inventory financing, product innovation, reverse factoring, cash flow incentive alignment, supply chain working capital, bank credit for supply chain financing, supplier integration, recycling management, supply chain disruption risk, supply chain transportation management, changes in The estimates and their basis were named and classified under the category of "Sustainable Supply Chain Financial Expenditure". Extended Abstract Introduction Changes in the field of industry are happening on a wider level and at a faster pace than in the past. This trend, along with issues such as globalization, rising customer expectations, and strict environmental and social laws governing industrial and economic activities, has increased the level of competition in the market for providing services and products and the issue of sustainability in the supply chain (Sheikh Sajadieh & Bahmani Tabrizi, 2020). As a result of increasing society's knowledge about the sustainability of government policies and increasing society's awareness, sustainability performance is increasingly becoming an important organizational strategy. One of the approaches to improve organizational performance is through supply chain sustainability. This approach affects the company's competitiveness and supply chain performance (Govindan et al, 2016). Today, uncertainty is one of the major problems and challenges in supply chain management, and one of the reasons for its emergence is the lack of definitive and accurate information, as well as the dynamics and complexity of supply chain components. Uncertainty can be defined as the difference between the amount of information required to perform a task and the amount of information that is actually available. In supply chain planning decision processes, uncertainty is an important factor that can affect the efficiency and effectiveness of supply chains (Hasanpur et al, 2021). Therefore, the researcher asked the main question: what are the financial benefits and expenses of the sustainable supply chain in the conditions of uncertainty in manufacturing companies admitted to the Tehran Stock Exchange? Theoretical framework Supply chain Supply chain is defined as "a set of functional activities (transportation, inventory control, etc.) that are repeated many times along the flow channel, by which raw materials are transformed into finished products and value, and arrive into the hands of the consumer". Since today's globalization has opened new markets and intensified competition, organizations have been able to reduce production costs by developing more complex supply chains to compete in the global market (Kamalahmad & Mrllat-Parast, 2016). Sustainable supply chain management Sustainable supply chain management provides economic, social and environmental requirements in the flow of materials and services between suppliers and customers. The structure of sustainable supply chain management is considered as a prerequisite for sustainable success, and the design of that structure provides a competitive advantage for companies. There are several reasons why organizations should integrate environmental and social goals in the supply chain (Msgaard et al, 2013). Vidal et al, (2022) investigated the pressure of supply chain stakeholders to adopt sustainable supply chain practices: examining the role of entrepreneurial and sustainability orientations. The results showed that both entrepreneurial orientation and sustainability orientation simultaneously act as moderators of the effect of supply chain stakeholder pressure on the adoption of socially and environmentally sustainable supply chain management practices. However, entrepreneurial orientation only attracts companies so far in adopting supply chain management practices. When a strong sustainability orientation is in effect, higher practice acceptance occurs but the effect of stakeholder pressure is weakened. Stephens et al, (2022) investigated the relationship between supply chain disruption orientation and supply chain flexibility and market performance with the stimulus-organism-response model. The results showed that organizational culture plays an important role in the development of supply chain flexibility in the midst of supply chain dynamics. Market performance is also developed, but only through supply chain flexibility. A supply chain disruption orientation alone does not improve market performance. The mediating effects highlight the importance of a supply chain disruption orientation; a strategic orientation that enhances an organization's ability to develop supply chain flexibility. Research methodology This research is applicable in terms of purpose, qualitative in terms of data collection, and exploratory in terms of nature, and meta-composite research in terms of research implementation method. The statistical population of the research was selected from five databases in English, including Scopus, Emerald, Science Direct, Springer, and ProQuest; and two databases in Farsi, including the National Journals Database and the Academic Jihad Scientific Information Database, which contain a large number of sustainable supply chain journals. The analysis method is content analysis. Research findings In the meta-composite method, first the introduced databases were searched using key words and terms, and all the articles were collected in a spreadsheet file based on the relationship of the article title with them. The analysis method is content analysis. 30 articles, 210 codes, and 24 concepts were extracted from the selected articles. The results showed the capability of the order process management process, the capability of the customer relationship management process, the capability of the demand management process, the capacity and capability of the resource management process, time to market, buyer credit, electronic platforms, coordination and cooperation in the supply chain to improve service performance, Synchronization of financial decisions, sharing of innovative information related to finance, supplier relationship management process capability, service performance management process capability, supply chain interdepartmental interaction as sustainable supply chain benefits under uncertainty and inventory financing, product innovation, reverse factoring, incentive alignment of cash flow, supply chain working capital, bank credit for supply chain financing, supplier integration, recycling management, supply chain disruption risk, supply chain transportation management, changes in estimates and their basis as sustainable supply chain costs in conditions Uncertainties were identified. Conclusion The aim of the current research is to identify the financial benefits and expenses of the sustainable supply chain under conditions of uncertainty in manufacturing companies admitted to the Tehran Stock Exchange. The results of this research are in agreement with the results of Stephens et al, (2022), Negri et al, (2021), Dwivedi et al, (2021), Scaramuzzi et al, (2020), Liu et al, (2019), Zarei et al, (2022), Hassanpour et al, (2021), Vidal et al, (2022), Wagner, (2021), and Ding et al, (2017). Vidal et al, (2022) confirmed that supply chain performance can be improved by facilitating longer payment terms for buyers and better access to financing for suppliers. However, the adoption of sustainable financing may be questionable due to conflicts between stakeholders. According to the obtained results, the following suggestions were presented: - According to the component of changes in estimates and their basis, which is considered the most important component, companies should consider changes in political, cultural, consumer behavior, economic and other issues. - Smart transportation systems and new technologies should be used for faster and cheaper delivery. Also, the use of these types of systems can help greening the chain. - In order to satisfy the customers and increase the quality of the products, the active companies in the industries should use the ideas of the customers in the development of new products and ask their opinions about the products and their changes.

Abstract Abstract
The purpose of this research is to provide a suitable model for the psychological resilience of employees of stock exchange brokerages in Tehran. The current research is applicable in terms of its purpose, and a cross-sectional survey in terms of the research implementation method, and is specifically based on structural equation modeling. The research community is all the employees of Refah Bank, Mellat Bank, San'at-o-Ma'dan Bank, Kar-Afarin Bank, Melli Bank and Aagah Brokerage in Tehran. 209 people were selected according to Cochran's formula as a quantitative sample. The sampling method in this research is stratified. The collection tool in this research is a researcher-made questionnaire. SPSS software was used to analyze data; and AMOS software was used to design the final research model. The findings of the research showed that in order to confirm the final research model, a confirmatory factor analysis was performed. According to the obtained results, the factor load of all three components "applying individual's creativity and innovation in the work environment", "cognitive tendencies of the individual's socialization in the work environment" and "creating the capacity for greater resilience" were higher than the recommended values, and the model fit indices show acceptable values.
Extended Abstract
Introduction
One of the factors influencing people's mental health is their job. Regardless of providing financial resources and satisfying some basic human needs such as a sense of self-worth, employment can be a source of psychological stress and affect the mental and physical health of employees. The World Health Organization defines mental health as: balanced and harmonious communication with others, changing and modifying the personal and social environment, and resolving conflicts and personal desires in a reasonable and appropriate manner. Job security within the organization means that the organization is dependent on the work commitment, work system, quality work and courage and expertise of the employees, not that the people and employees of the organization are dependent on the organization through official employment. This issue will lead to improving the level of resilience of employees and make their career path smoother and they will experiment better experiences than in the past (Mughli & Vajdani, 2019).
Stock brokerages in the financial markets, due to the wide and daily changes in the tools of exchange and transactions, as well as the large volume of financial circulation in this part of the economy, have the capacity to create many potential crises and impulses. Today, many financial crises have occurred in the world, which often originate from the nature of markets (Felipe & Estrada, 2020). Financial markets undergo significant changes and fluctuations due to changes in other markets and investors' decisions. There are a set of factors called behavioral factors that influence the decisions of investors and affect the stock exchange as the main pillars of the capital market in the country (Ahmadi, 2016).
Therefore, the researcher is trying to reach the goal of presenting the model having an effect on the psychological resilience of employees of stock brokerages in Tehran.
Theoretical framework
Holling was the first to define resilience in ecology: he defined resilience as the ability of systems to absorb changes and withstand them (Holling, 1973). Resilience is also defined as "the ability of a system to absorb disturbance and reorganize while undergoing change so that the system still maintains its same function, structure, characteristics, and feedback (Ghiathund & Abdul Shah, 2015).
In the current situation where the country is facing many sanctions and pressures, Iran's capital market can also prevent the turbulence of parallel markets such as currency and gold by attracting stray liquidity that has led to economic growth. For this reason, the discussion of the resilience of employees of stock exchange brokerages has become very important in the current situation (Hassanzadeh et al, 2020).
Soltani (2022) investigated the role of psychological empowerment on job resilience and job satisfaction of employees of knowledge-based companies. The research results indicate that psychological empowerment has a direct relationship with job resilience and job satisfaction of employees of knowledge-based companies.
Maleki Tabas et al, (2022) investigated the effects of the components of spiritual intelligence on the psychological well-being of students with the mediating role of psychological resilience. The results of the research indicated a positive and significant effect of spiritual intelligence on resilience and psychological well-being, and a positive and significant effect of resilience on psychological well-being. Finally, the effect of spiritual intelligence on psychological well-being was obtained with the mediating role of resilience equal to 0.63, which shows the positive effect.
Methodology
This research is applicable in terms of its purpose, and a cross-sectional survey in terms of the research implementation method, and the sample selection is purposeful. The statistical population of this research is all the employees of the brokerages (Refah Bank, 81 people; Mellat Bank, 46 people; San'at-o-Ma'dan Bank, 120 people; Kar Afarin Bank, 44 people; Melli Bank, 80 people; and Aagah Brokerage, 90 people), which is a total of 461 employees. These agencies are located in Tehran. According to these agencies and according to Cochran's formula, 209 people were selected as samples. The sampling method in this research is stratified. A researcher-made questionnaire was used to collect data related to the variable.
Discussion and Results
 In order to investigate the hypothesis of the research, the modeling of structural equations, the method of structural equation modeling with the help of spss software was used to test the hypotheses from inferential statistics. Then, amos software was used to test the hypotheses or the conceptual model of the research, and the results showed that the chi-square value equal to 13.29 was obtained in the investigated factor model, which is significant at the 99% confidence level. This value shows the low fit of the model. The fitted chi-square value, which is calculated by dividing the chi-square by the degree of freedom, is equal to 3, which is within the recommended range. The RMSEA value equal to 0.098 was obtained, which is within the recommended range and shows the high fit of the model with the collected data. The Goodness of Fit Index (GFI) is equal to 0.94, the Adjusted Goodness of Fit Index (AGFI) is equal to 0.93, and the Normalized Fit Index (NFI) is equal to 0.92; Therefore, the fit indices of the model also show favorable values. According to these cases, it can be said that the desired model has good explanatory power. Also, in the investigated factor model, the chi-square value is equal to 1116.24, which is significant at the 99% confidence level. This value shows the low fit of the model. The fitted chi-square value, which is calculated by dividing the chi-square by the degree of freedom, is equal to 3, which is within the recommended range. The RMSEA value equal to 0.098 was obtained, which is within the recommended range and shows the high fit of the model with the collected data. The Goodness of Fit Index (GFI) is equal to 0.92, the Adjusted Goodness of Fit Index (AGFI) is equal to 0.91, and the Normalized Fit Index (NFI) is equal to 0.90; Therefore, the fit indices of the model also show favorable values. According to these cases, it can be said that the desired model has good explanatory power.
Conclusion
The present study was conducted with the aim of providing a suitable model for the psychological resilience of employees of stock exchange brokerages in Tehran. This finding is in line with the findings of researchers such as Frotan et al, (2018), Afshar et al, (2016), Tracey (2015) and Annarelli & Nonino (2015), Ebrahimi et al, (2017), and (Chit Karan, 2016). Management has a very important role among internal organizational factors, therefore, the current research points out the requirement to pay more attention to improving the level of managerial knowledge and learning new management methods. Demer et al, (2011) have emphasized the role of knowledge-based, entrepreneurial and innovative forces and as a factor influencing resilience. Therefore, the results of the current research, in line with this finding, emphasize the empowerment of employees for personal development and social skills. In this regard, it can be said that resilience is not a characteristic or trait that some people have and others don't have; to be more precise, resilience is a problem that can be taught and people can be empowered with appropriate training. According to the present research, it is suggested that agencies have the necessary provision for the access of specialists from other departments in case of issues that people are not able to solve and deal with. As mentioned, support resources are one of the important components of resilience. Therefore, resilient people ask for help from these sources whenever the need arises. Based on this, it is suggested that agencies provide these resources including (and not limited to) psychologists and expert consultants, to employees.

Abstract Abstract The purpose of this study is to investigate the role of open innovation, social capital, collaborative knowledge creation, and cooperation with foreign partners to increase agility in today's turbulent world, and provide a new model for applying open agility enablers in selected small and medium enterprises of Yazd Industrial City. The research method used in this research is applicable in terms of purpose, and it is a descriptive-survey type of research. The statistical population of this research includes experts from top and middle managers of 17 selected small and medium companies in Yazd Industrial City, totaling 92 people. Due to the limited availability of the population, the census method was used to collect data; and finally 89 questionnaires were returned. The data collection tools include the questionnaires of collaborative knowledge creation by Al-Amoush et al., (2020), organizational agility by Lee et al., (2015), social capital by Liu et al., (2016), cooperation with external partners by Rezazadeh and Nobari (2018), and open innovation by Chen and Liu (2018). Smart PLS software was used to check the validity, reliability and fit of the conceptual model of the research, and the validity and reliability of the questionnaire questions were confirmed. The research results showed that all 4 research hypotheses were confirmed based on the significant values ​​of the hypotheses. Therefore, organizational agility is significantly influenced by open innovation followed by cooperation with foreign partners and the creation of collaborative knowledge, and social capital has a positive and significant effect on the creation of collaborative knowledge in small and medium-sized companies selected in Yazd Industrial City. Introduction In a rapidly changing business environment, organizations often face challenges such as market turbulence, competitive pressures, and unexpected disruptions (Baškarada & Koronios, 2018). To progress in today's dynamic environment, organizations must have the ability and agility to adapt to these changes and make new adjustments and increase their innovation capacity (Audretsch & Belitski, 2023), which agility plays an important role in the activities of different areas of the organization to help responding to changes (Rezaei Sadrabadi & Karimi, 2022). The goal of organizational agility is to create satisfied customers and employees and a set of necessary capacities to respond to changes in the business environment, therefore, increasing organizational agility is necessary (Nikkhah, 2022). But traditional competitive strategies are ineffective in facing the uncertainty in today's working conditions (Arsawan et al, 2020) and more openness of the business model and the dissolution of closed organizational boundaries are obviously needed to maintain competition in this evolving landscape (Redlich et al, 2008), and companies need agility, innovation, and flexibility with an open approach to maintain their share in the market. This is especially important for small and medium-sized companies that have limited financial resources, human resources, and research and development. Since creating agility and innovation requires a lot of investment in the field of human resources and research and development, agility and innovation with an open approach is a fast and efficient way to acquire the necessary resources and capabilities (Mirfakhradini & Rezaei Sadrabadi, 2020). Considering that many small and medium companies in Yazd Industrial City use closed management methods and processes and avoid communication with the external environment and cooperation with foreign partners, it prevents them from acquiring more knowledge, agility and sufficient flexibility. Therefore, in order to achieve open capabilities in agility, more research should be done on the prerequisites and enablers of open agility in today's new conditions and in accordance with the small and medium enterprises of Yazd Industrial City. Therefore, in this research, we are looking for an answer to this question: what is the effect of open enablers on the agility of selected small and medium companies in Yazd Industrial City? Theoretical Framework Organizational agility and dynamic capabilities in small and medium enterprises Organizational agility is rooted in the two main concepts of reactive adaptation and organizational flexibility (Sherehiy et al, 2007), which shows the ability to recognize specific environmental conditions and quickly deal with changes in resources, business processes, and organizational strategies (Žitkiene & Deksnys, 2018). In the sector of small and medium enterprises, adaptation and quick response to issues and problems will be necessary for future development (Liu & Yang, 2020). Basically, organizational agility can be introduced as the ability to respond with the aim of identifying and implementing a more efficient approach in a complex environment (Panda & Rath, 2016). Social capital and collaborative knowledge creation Researches in the past investigated the function of social capital in supporting knowledge management to achieve sustainable performance (Tu, 2020). Social networks in the organization can act as a channel for transferring and integrating knowledge, in a way that improves the creation of dynamic ideas, new values ​​and their sharing (Ode & Ayavoo, 2020). Collaborative knowledge creation is introduced as a collaborative approach (Calantone et al, 2002) in creating and developing knowledge between partners in order to improve insight into changes (Zhao et al, 2020). Open innovation and organizational agility Open innovation reduces the risks associated with trial and error by providing access to diverse and complementary knowledge. It acts as a catalyst for a company's innovation engine, and offers exceptional flexibility (Bianchi et al., 2016). In addition, the approach of using external resources fosters the continuous exchange of knowledge with colleagues, thereby increasing knowledge diffusion (Scuotto et al., 2017). Open innovation enables companies to save significant time and resources needed to develop market-specific knowledge to exploit opportunities (Lee et al, 2015). Collaboration with external partners and agility Collaboration is considered as a useful strategy for making companies agile thanks to access to the other party's resources and knowledge during the implementation of joint projects (Sanchez & Nagi, 2001). Cooperating with an agile company makes the main capabilities and competencies of the other party, which are more adaptable and responsive to the demands and rapid changes of customer markets, to be jointly exploited (Yusuf et al, 2014). Motwani & Katatria (2024) in a review study investigated the concept of organizational agility and its relevance in today's dynamic business environment in order to identify the key factors affecting organizational agility and the benefits associated with cultivating agility. The results showed that organizational agility is important in three basic aspects: strategic level or market investment level, internal operation level, and individual level. Arifin & Purwanti (2023) investigated the role of leadership agility, organizational culture, and motivation on organizational agility. In general, this research emphasizes the importance of leadership agility, organizational culture, and motivation in guiding and sustaining organizational agility. The findings emphasize the importance of training agile leaders, fostering a supportive culture, and fostering employee motivation to enhance an organization's ability to adapt, innovate, and thrive in a dynamic business environment. Research methodology The research method used in this research is applicable in terms of purpose, and it is a descriptive-survey type of research. The statistical population of this research includes experts from top and middle managers of 17 selected small and medium companies in Yazd Industrial City, totaling 92 people. Due to the limited availability of the population, the census method was used to collect data; and finally 89 questionnaires were returned. The data collection tools include the questionnaires of collaborative knowledge creation by Al-Amoush et al., (2020), organizational agility by Lee et al., (2015), social capital by Liu et al., (2016), cooperation with external partners by Rezazadeh and Nobari (2018), and open innovation by Chen and Liu (2018). Smart PLS software was used to check the validity, reliability and fit of the conceptual model of the research conceptual model. Research findings Based on the significant values ​​obtained in the hypothesis test, all 4 research hypotheses were confirmed. The findings of the research show that open innovation as far as 55.4%, cooperation with foreign partners 20.6%, and collaborative knowledge creation 24.3% impact on the organizational agility of small and medium-sized companies selected in Yazd Industrial Town; and social capital 84.8% impacts on the creation of cooperative knowledge of selected small and medium companies in Yazd Industrial Town. Conclusion The current research was conducted with the aim of identifying and investigating the impact of open enablers on the organizational agility of small and medium-sized companies selected in Yazd Industrial City, and investigated the impact of cooperation with foreign partners, collaborative knowledge creation, and open innovation on agility. The results of this research are consistent with the results of Chung et al, (2019), Al-Omoush et al, (2020), Cepeda & Arias-Pérez (2019), Ravichandran (2018), and Ahmadi & Ershadi (2021). The results of the first hypothesis show that the existence of social capital in selected small and medium companies of Yazd Industrial City can lead to an increase in collaborative knowledge creation in them. Therefore, creating a mechanism for the interaction of all social resources directly and indirectly for the use of social capital in selected small and medium companies of Yazd Industrial City will lead to the production of more collaborative knowledge. The results of the second hypothesis show that the creation of collaborative knowledge in selected small and medium companies of Yazd Industrial City can lead to an increase in organizational agility. Therefore, in order to use collaborative knowledge capital, companies must have an open and cooperative model and increase agility. The results of the third hypothesis show that cooperation with foreign partners can lead to the improvement of organizational agility in selected small and medium-sized companies in Yazd Industrial City. Therefore, by cooperating with foreign partners, companies are more successful in achieving agility and responding to the market due to access to more external resources. The results of the fourth hypothesis show that open innovation can lead to an increase in organizational agility in selected small and medium-sized companies in Yazd Industrial City. Therefore, by using open innovation, companies can identify and use more resources and opportunities and increase agility. According to the results of this research, the following suggestions are presented: Companies should seek to identify suitable external partners and provide opportunities for collaborative knowledge creation and create online knowledge bases for storing and sharing knowledge and information, creating an organizational culture suitable for open innovation, and creating an atmosphere of cooperation with universities, research centers, and other companies to develop innovative ideas.

Abstract Abstract The purpose of this research is the role of blockchain technology in creating trust among customers in the marketing ecosystem. The current research is applicable in terms of purpose, and descriptive-survey in terms of nature and method. The statistical population of the current research includes the community of digital marketing specialists and experts in the field of advanced information technology, which was considered 385 people due to the large sample size using the Morgan Krejci table. This number was selected based on the sampling method of the available sample, and in this way, 385 questionnaires were distributed among the statistical population, and finally 228 perfect questionnaires capable of statistical analysis were collected. The collection tool in this research includes a researcher-made questionnaire derived from qualitative results. The reliability of the research was checked and confirmed using Cronbach's alpha criterion in SPSS software. AMOS software was used to fit the conceptual model of the research. The results of this research showed that the trust resulting from the transparency of blockchain technology is able to have significant effects on various financial and non-financial consequences for businesses that use this technology in their marketing ecosystem. Introduction In today's consumer world where more and faster production and provision of more diverse products and services has become the main paradigm of the market, this trust is damaged due to the emergence of various issues and challenges such as defects in the products and services provided, unfavorable quality of interactions between the customer and the brand due to the high volume and number of customers, and also the reduction of the overall quality of the parts used in the products in order to reduce their overall price. Even issues such as environmental pollution caused by economic activities have become another reason for high distrust among customers due to the increase in customer knowledge and information about the role of brands and businesses in creating it. In the meantime, communication and information technologies as channels of interactions between customers and brands have been able to recreate trust to a large extent through solutions such as timely information, facilitating communication between customers and brands, and clarifying production trends and processes. One of the newest and most developing of these technologies is blockchain technology (Wang et al, 2019).Blockchain technology is capable of creating a safer and more interactive environment for the purpose of exchanging and using information created in different parts of the system for all members and actors present in customer loyalty programs (Bunger, 2017). From the point of view of experts in the field of information technology, blockchain is considered as a trust-generating machine, which means the important and key role of trust-creating as one of the applications of this technology, so that its use can greatly reduce the concern about the existence of trust in exchanges and interactions. In fact, the introduction of blockchain technology is equal to the elimination of intermediaries in online interactions, which means faster and cheaper exchanges, and users will be able to interact with each other without the need for a trusted third party. In other words, blockchain technology itself is able to guarantee the accuracy and correctness of data (Tapscott, 2017).Therefore, the researcher is trying to answer the question: what is the role of blockchain technology in creating trust among customers in the marketing ecosystem? Theoretical Framework Blockchain technology A blockchain can be defined as a shared digital ledger supported by a group of nodes. Therefore, blockchain is a type of information recording and reporting system. Its difference from other systems is that the information stored on this type of system is shared among all members of a network (Huimin et al, 2019). Blockchain and trust building Blockchain can create trust in digital data; once information is written into the blockchain database, it is almost impossible to change or delete it. This feature has not existed before. Blockchain applications are built around the idea that the network is an arbiter. This type of system is a cruel and blind environment. Computer code becomes law, and the law is executed as written and interpreted by the network. Computers do not have social and behavioral biases like humans (Albayati et al, 2020). Building trust in the marketing ecosystem Trust is a complex structure that is related to relationships between people in different groups and organizations. The difference between the concept of trust as a desire, expectation, belief, confidence, attitude, feeling or a behavioral intention with trust as a mental state, confusion and misunderstanding has caused many studies on the subject of trust (Fulmer & Dirks, 2018).Wasiq et al, (2023) conducted a study titled Acceptance and Application of Blockchain Technology in Marketing: A Retrospective Review and Bibliometric Analysis. The results of these surveys show that studies on blockchain applications in marketing will reach full maturity over time. However, research streams show that the blockchain-based marketing framework is still in its infancy. Jain et al, (2022) conducted a study entitled "How Blockchain is Used in Marketing". This study examined 75 articles from Scopus international database using bibliometric and network analysis. The present study first identified the influential aspects of literature in terms of highly cited articles, keywords, authors and printed journals. Five research streams in the field of blockchain are: 1) Blockchain and e-commerce; 2) blockchain and marketing; 3) blockchain and data; 4) blockchain and data analysis; 5) Privacy and security in blockchain. In this study, 18 research questions were raised for future research. Research methodology The current research is applicable in terms of purpose, and descriptive-survey in terms of nature and method. The statistical population of the current research includes the community of digital marketing specialists and experts in the field of advanced information technology, which was considered 385 people due to the large sample size using the Morgan Krejci table. This number was selected based on the sampling method of the available sample, and in this way, 385 questionnaires were distributed among the statistical population, and finally 228 perfect questionnaires capable of statistical analysis were collected. The collection tool in this research includes a researcher-made questionnaire derived from qualitative results. Research findings SPSS software was used for data analysis, and AMOS software was used for modeling structural equations. The results of this research showed that the trust resulting from the transparency of blockchain technology is able to have significant effects on various financial and non-financial consequences for businesses that use this technology in their marketing ecosystem. Conclusion The current research was conducted with the aim of the role of blockchain technology in creating trust among customers in the marketing ecosystem. The results of this research corresponds with the results of Tan & Saraniemi (2023), Wasiq et al, (2023), Jain et al, (2022), Peres et al, (2022), Da Silva and Moro (2021), Abu-Elezz et al, (2021), Rahimi et al, (2022), Nejati Rashtabadi et al, (2021), Ghazaleh & Zabadi (2021), Rahimi & Taheri (2020), Bahmani (2020), Albayati et al, (2020), and Rahman et al, (2019). Tan & Saraniemi (2023) showed that in blockchain-based marketing systems, the audience and customers purchase tendencies are higher due to the improvement of the level of transparency in the interactions perceived among them; which provides long-term growth fields of profitability for business. According to the results of the research, the following suggestions are presented: In order to increase customers' trust in blockchain technology, it is suggested to business managers to provide data management requirements in the blockchain platform and implement traditional data management solutions if necessary. In addition, blockchain technology stores data using complex mathematical and software rules, and thus hackers and attackers will not have an easy time manipulating data. Blockchain technology provides the possibility of increasing business income. For example, it is possible to provide cryptocurrency and bitcoin mining using special equipment. Also, businesses can help increase their income by providing services such as investing through blockchain.

Abstract Abstract
The purpose of this research is to investigate the communication model of customer participation and competitive business with social media based on brand in manufacturing and trading companies of Ahvaz city. In terms of purpose, the current research is applicable, and of the survey research type. The statistical population of the research includes the customers of the food manufacturing and trading companies in the industrial towns of Ahvaz city. Due to the unlimited population, the statistical sample was considered to be 384 people using Cochran's formula, and finally 312 questionnaires were analyzed. Sampling in this research is available randomly. The collection tool in this research is a questionnaire. Data analysis was done using SPSS and PLS software. The findings showed that the identified factors had a significant effect, and the overall index of fit (GOF) was obtained as 0.661, which is a strong index and shows the overall high quality of the model.
Extended Abstract                                          
Introduction
Virtual social networks are a new generation of Internet websites. Internet users in these websites gather together virtually around a shared axis and form online communities (Torki et al, 2023). With the spread of the Internet and the spread of social media, customers' buying patterns have changed and their shopping habits have been affected by business based on social networks. In addition to using search engines, customers also search for desired products and brands on social media such as Instagram. The growth of Instagram has attracted the interest of many large companies that are looking for new ways to strengthen their relationships with their customers. Instagram is one of the fastest programs in growing social media (Anderson Jiang, 2018).
Consumer interactions on social media are generally important. The evolution of social media and technologies now allow consumers to easily share their opinions through the online environment. Written and visual content sharing programs allow users to share information resulting from the hedonistic activities resulting from the use of various products and services (Fox et al, 2018).
Online branding is becoming increasingly popular in modern society, as marketing is largely developed through social media platforms, blogs, websites, and other online channels. Companies should also have an active digital presence and show themselves in the digital field by using different digital channels to develop the brand (Bamm et al, 2018). These activities usually require high or moderate participation from consumers, which creates a positive psychological state when experiencing their participation or cooperation with the brand, and includes aspects of cognitive effort, emotional involvement, and behavioral diversity (Lu et al, 2015).
For this purpose, the current research aims to answer this question: What is the communication model of customer participation and competitive business with social media based on brand in manufacturing and trading companies of Ahvaz?
Theoretical Framework
brand
A brand is not only a symbol that distinguishes a product from others, but also includes all the features that come to mind when a buyer thinks of that brand. These characteristics are the concrete, abstract, psychological, and social characteristics of that product (Meysamiazad et al, 2024).
social media
Social media is a group of online user programs whose purpose is to facilitate interactions and content sharing. Social media is a group of Internet-based applications that are built on the ideological basis of Web 2 technology and allow users to create and share their own content. People increasingly consider social media programs to be an important part of their daily lives and are more likely to move their interactions to virtual programs (Alalwan et al, 2017).
Competitive advantage and customer engagement
The brand can create a competitive advantage for the company and maintain loyal customers. Creating a positive brand image is a strategy. This brand image can be considered as a cultural heritage, service quality, and trust; and can affect customer satisfaction (Araujo et al, 2023). Wang & Kim (2017) showed that functional advantages in products, service advantage in providing services, analytical advantage in CRM, multi-channel advantage in communication, symbolic advantage in advertising, and network advantage in sharing resources have a significant impact on customer value and brand loyalty.
Competitive advantage of online businesses
Companies in the market look for mistakes of competitors and use opportunities. One of the ways to increase the power of competition in this market is to use strategic management in order to achieve a competitive advantage. In the most basic concept of competitive advantage, in a way, it refers to the company's exploitation of resources in order to achieve superior performance in which three main factors can lead to differentiation and difference from other competitors. These three factors include sources of competitive advantage, competitive advantage, and company performance. Competitive advantage is the basis of strategic planning in companies, which broadly refers to using opportunities and neutralizing competitive threats (Tong, 2023).
Torki et al, (2023) investigated the impact of social media participation on green management (case study of employees of Shahrekord industrial companies). The results showed that the amount of use of social media, the type of use of social media, and the amount of trust in users in social media have a positive effect on green management. This means that with people's easy access to virtual space and social networks, the Internet has become an inseparable part of life. In order to make optimal use of the created space, companies are trying to use this opportunity optimally and to their advantage, and improve the green management.
Rahimi et al, (2023) investigated the impact of digital content marketing on brand awareness through social media and customer interaction. The results showed that there is a positive and significant relationship between digital content marketing and brand awareness. Also, social media and customer interaction play a significant mediating role in the relationship between digital content marketing and brand awareness. It is obvious that digital content marketing as a new phenomenon plays a vital role in displaying brand name, strengthening customer relationship and increasing brand awareness, customer loyalty, and sales.
Research methodology
In terms of purpose, the current research is applicable, and of the survey research type. The statistical population of the research includes the customers of the food manufacturing and trading companies in the industrial towns of Ahvaz city. Due to the unlimited population, the statistical sample was considered to be 384 people using Cochran's formula, and finally 312 questionnaires were analyzed. Sampling in this research is available randomly. The collection tool in this research is a questionnaire.
Research findings
Data analysis was done using SPSS and PLS software. The findings showed that the identified factors had a significant effect, and the overall index of fit (GOF) was obtained as 0.661, which is a strong index and shows the overall high quality of the model.
Conclusion
The present research was conducted with the aim of investigating the communication model of customer participation and competitive business with social media based on brand in manufacturing and trading companies. The results of this research is aligned with the results of Torki et al, (2023), Rahimi et al, (2023), Tang (2022), Shekarchizadeh & Hakim Akif Esfahani (2021), Dedeoglu (2019), Lee et al, (2019), Maia (2018), Taheri et al, (2017), Madrasi Tehrani & Saidi (2017), Esfandiari & Imankhan (2019). Rahimi et al, (2023) investigated the impact of digital content marketing on brand awareness through social media and customer interaction. The results showed that there is a positive and significant relationship between digital content marketing and brand awareness. Also, social media and customer interaction play a significant mediating role in the relationship between digital content marketing and brand awareness. It is obvious that digital content marketing as a new phenomenon plays a vital role in displaying brand name, strengthening customer relationship and increasing brand awareness, customer loyalty, and sales.
In line with the obtained results, it is suggested:
⮚ to improve the online activities of the company, the managers well provide the possibility of access to personal information for the customers and ensure the security of the customers' information.
⮚ the managers provide the best information about products and services to customers through the company's websites.
 

Abstract Extended Abstract
Abstract
The purpose of this study is to investigate the relationship between business ethics and corporate social responsibility; a case study of Internet companies in the west of Mazandaran province. The present research is applicable in terms of purpose and descriptive-survey in terms of nature and method of data collection; and is specifically based on structural equation modeling. The present research population is the customers of internet service companies in the west of Mazandaran province, estimated 100,000 people; 384 of which were considered as a sample, based on the target population and according to Morgan's table. The sampling method in this study is simple randomization., two questionnaires were used in the present study as the collection tools, including Carol's Social Responsibility Questionnaire (1979) and Petty Standard Work Ethics Questionnaire (1990). Findings showed that there is a relationship between business ethics and corporate social responsibility of a case study of Internet companies in the west of Mazandaran province. There is a relationship between attachment and interest in work and social responsibility in internet companies in the west of Mazandaran province. There is also a relationship between perseverance and seriousness in work and social responsibility in internet companies in the west of Mazandaran province. There is another relationship between healthy and humane relationships in the workplace and social responsibility in Internet companies in the west of Mazandaran province. Finally, there is a relationship between collective spirit and cooperation in work and social responsibility in internet companies in the west of Mazandaran province.
Introduction
One of the elements in an environment with moral decadence is social responsibility, which can be presumed economically, legally, morally or religiously. In fact, it shows the commitment of organizations to maximize benefits and minimize social costs. Managers who have a long-term vision are ready to undergo the expenditure for improvement of the welfare of society, solving social problems, environmental pollution, improvement of working conditions, respect of human rights, participation in public welfare affairs, etc., to benefit from social progress through social activities in the long run, and on the other hand, to gain credibility and reputation for themselves in society and among customers and stakeholders. Social responsibility activities as extra-organizational activities and social commitment can be easily observed and judged by outsiders, while business ethics reflects the implicit and internal beliefs of companies (Taghi Zadeh & Soltani, 2018). Social responsibility and business ethics are two interrelated concepts that must be considered simultaneously when examining the impact of ethical plans on company performance. Social responsibility is also referred to as organizational citizenship and sustainable business responsibility, and reflects the position of companies towards all corporate stakeholders including corporate shareholders, the environment, consumers, employees and the general public (Darini, 2020).According to the above, the main issue of the research is the relationship between business ethics and corporate social responsibility of the case study of Internet companies in the west of Mazandaran province.
Theoretical framework
Jafari & Rezaei Fard (2021) examined the impact of business ethics and social responsibility on corporate branding. The results showed that ethics and social responsibility have direct and positive effects on the brand of companies. Corporate social responsibility is a pervasive category that includes ethics. Therefore, companies that seek to compete in global markets should, in addition to profitability, provide the ground for compliance with work ethic and fulfill their social responsibility to customers. Therefore, it is recommended to company managers; by compiling an ethical charter and continuous training of employees, provide the ground for the development of the brand in question and take steps to maintain the dignity and satisfaction of customers.
Darini (2020) examined the role of business ethics in corporate social responsibility. The results showed that in the main hypothesis, business ethics has a positive effect on corporate social responsibility, the first sub-hypothesis of business ethics has a positive effect on the economic dimension of corporate social responsibility, the second sub-hypothesis of business ethics has a positive effect in the legal dimension of corporate social responsibility, the third sub-hypothesis of business ethics has a positive effect on the ethical dimension of corporate social responsibility, and the fourth sub-hypothesis; business ethics has a positive effect on the dimension of charitable activities of corporate social responsibility. In this study, all five hypotheses were confirmed.
Ghayur et al (2019) in his article entitled the relationship between social responsibility, and moral reputation and brand equity; Analyzed the mediating role of trust. The obtained results indicate a positive relationship between social responsibility and moral reputation and brand equity. Based on the results, it can be said that customer trust as a mediating variable in relation to corporate social responsibility actions plays an increasing role on the moral reputation and brand equity; therefore, innovative measures of social responsibility should be done in a way that leads to build customer trust and enhance the ethical reputation and equity of the brand.
 O.C. Ferrell et al (2019) published a paper entitled Business Ethics, Corporate Social Responsibility and Branding Approach. Findings from a 351-member panel of respondents provide new insights into customer expectations, understanding corporate social responsibility, and business ethics behavior. Based on the results, it can be said that although corporate social responsibility attitudes are important, but customers attach great importance to business ethics as a critical behavior in shaping their understanding of brand attitudes.
 
 
Methodology
 
The present research is an applicable research in terms of purpose and is a descriptive-survey research in terms of the method used. The present research population is the customers of internet service companies in the west of Mazandaran province. An estimated 100,000 people; According to the target population and according to Morgan's table, 384 people were considered as a sample. The sampling method in this randomization is simple. The sampling method in this study is simple randomization. Two questionnaire (Carol, 1979) and a questionnaire (Peti, 1990) were used to collect data related to the social responsibility variable.
Discussion and Results
In order to test the research hypothesis, structural equation modeling method with the help of SPSS software was used; and inferential statistics was used to test the hypotheses. Then regression was used to test the hypotheses with pls software that is confirmatory and content factor analysis as well as the effect of factors, and the results showed that business ethics index has a coefficient of 0.784, in other words, there is a connection as much as 78.4% between business ethics and corporate social responsibility of the case study of internet companies in the west of Mazandaran province; this is related to the explanation of variance related to business ethics to variable changes in social responsibility. Attachment and interest in work has a coefficient of 0.754, in other words, there is a connection as much as 75.4% between the attachment and interest in work and the social responsibility of internet companies in the west of Mazandaran province. This is related to the explanation of variance related to attachment and interest in work to variable changes in social responsibility. The index of perseverance and seriousness in work has a coefficient of 0.750, in other words, there is a relationship as much as 75% between perseverance and seriousness in work and social responsibility in Internet companies in the west of Mazandaran province. This means that the explanation of variance related to perseverance and seriousness in work is related to variable changes in social responsibility. Healthy and human relations index has a coefficient of 0.763, in other words, there is a relationship as much as 76.3% between healthy and human relations and social responsibility in Internet companies in the west of Mazandaran province; this means that the explanation of variance related to health and human relationships is related to variable changes in social responsibility. Collective spirit and participation in work has a coefficient of 0.791, in other words, there is a relationship as much as 79.1% between collective spirit an participation in work and social responsibility in Internet companies in the west of Mazandaran province; this means that the explanation of variance related to collective spirit and participation in work is related to variable changes in social responsibility.
Conclusion
The aim of this study was to investigate the relationship between business ethics and corporate social responsibility of a case study of Internet companies in the west of Mazandaran province. The results of this study are consistent with the results of O.C. Ferrell et al, (2019). In their article, entitled Business Ethics, Corporate Social Responsibility, and the Brand Approach, they found that understanding the relative importance of business ethics and social responsibility is crucial in determining brand attitudes. (Akbari & Faham, 2016) (Kiyani, 2015) (Diyanati & Reza pour, 2015) Studies show that business ethics have an impact on corporate social responsibility. According to the present study, it is suggested that the managers of companies and organizations, by providing arrangements in the organization, hire people who are bound to the ethical principles approved by the organization and the company. Managers should take steps to promote employee ethics by holding classes and programs. The ethical charter of the organization should be explained clearly and explicitly to all employees. Managers should provide meetings for employees to comment on ethical issues By arranging meetings and programs, Managers of organizations should remind employees of the organization's their social responsibilities to society. By showing leadership, company managers create in employees the feeling that they can freely comment and be accountable in their work. Managers of companies selling online goods and services can use effective advertising such as the use of advertising billboards, media such as television and newspapers, advertising sites or through the distribution of brochures and catalogs, promote the level of consumer awareness as they advertise their brand and remind the people the company's social responsibly, and mention what they did.

Abstract Abstract
Due to the intense global competition and the negative impact of disturbances on the financial, operational and market performance of industries, attention has been paid to issues such as strategic management of the supply chain and its resilience; and the oil industry, with its complex structure and processes, has an impact on the global and regional economy is not an exception. The aim of the current research, by using the structural equation modeling method, is to investigate the impact of strategic supply chain management on the performance and direction of the chain by analyzing the mediating role of resilience (agility and strength components) in Iran's marine engineering and construction company active in the offshore sector. The statistical population of the research consists of all the employees of the company, which was determined by the Klein method and the N:q rule, and the number of sample people was determined to be 270; and by the purposeful sampling method, people familiar with the various aspects of the supply chain of the offshore industry with work experience more than for five years were elected. Survey data after collection were analyzed using SMART-PLS software. The results showed: 1- strategic supply chain management has a significant direct effect on the direction of the supply chain, 2- strategic supply chain management has a significant indirect effect on the direction of the supply chain (through the agility and strength of the chain), 3- Strategic supply chain management does not have a significant direct effect on supply chain performance, 4- Strategic supply chain management has a significant indirect effect on supply chain performance (through agility and chain strength), 5- Chain agility plays a significant mediating role in the relationship between strategic management of the supply chain and the performance and direction of the chain. 6- The strength of the chain has a significant mediating role in the relationship between the strategic management of the supply chain and the performance and orientation of the chain.
Extended Abstract
Introduction
Supply chain management is related to the organization of materials and information throughout the organization, using facilities, i.e. vendors, product manufacturing, and distribution channels (Bokrantz & Dul, 2022). This importance is actually considered as the backbone for creating foundations and infrastructures in societies and businesses. Nowadays, in the field of business, the conditions are constantly changing and governed by uncertainty, and the consequences can be different at the level of impact, frequency and their origin (internal or external) (Heckmann et al., 2015), so organizations focus their efforts on supply chain management. Foster & Gardner (2022) define a supply chain as "a set of functional activities (transportation, inventory control, etc.) that are repeated many times along the flow channel by which raw materials are transformed into finished products and value." and reach the consumer."
Today, one of the most important issues in the supply chain is resilience. In a research, Rehman et al, (2021) stated that having a safety valve such as resilience helps companies to reduce the risk of instability and improve the sustainability of the supply chain. Supply chain resilience has been widely discussed in the literature, and its effects have been studied on the smooth functioning of global supply chain management networks. However, several events such as terrorist, political and economic crises have threatened the supply chain of organizations all over the world, and today under the protection of the supply chain, the resilience of the supply chain is an evolving issue (Hohenstein et al., 2015).
Therefore, the current research aims to answer the question that in the offshore sector of the oil industry and in the engineering and construction company of marine facilities in Iran, what is the effect of strategic supply chain management on the performance and orientation of the supply chain with the mediator role of resilience?
 
Theoretical framework
The supply chain has been growing over time, so it is not surprising that the supply chain is always damaged from incidents and tensions such as unfavorable climatic conditions and transportation obstacles, machine breakdowns, etc., which threaten to destabilize the performance and endanger the operation and its efficiency. Unforeseen events increase with more dispersion of the chain, and risks such as strikes, global terrorism, war, natural disasters, epidemics, and non-acceptance by suppliers are among the things that can change the direction of the supply chain or cause a decrease in performance (Urrutia, 2018).
The development of resilience in the supply chain is considered as an effort in facing unexpected and uncertain developments (Aven, 2016). Some researchers consider the two factors of agility and strength as the main indicators of supply chain resilience (Alshahrani and Salam, 2022; Kazancoglu et al., 2022; Khan et al., 2022). Hohenstein et al, (2015) state that supply chains may be disrupted at some stages of their maturity, however, there should be a system to quickly extricate from disruptions without absorbing any side effects, which depends on the agility of the supply chain.
Khan et al, (2022) conducted research in the oil industry and quantified the mediating effect of flexibility in the supply chain. The results showed that the flexibility of the supply chain plays a positive mediating role between the capabilities of the supply chain and the performance of the supply chain. The results also showed that robust supply chains have a more positive effect on performance compared to agile supply chains.
Juan & Hung (2022) investigated the relationships between the five components of resilient supply chain (SCRES), including emergence, speed, flexibility, robustness, and cooperation; and their effects on supply chain performance under disruption (SCPUD) with a structural equation modeling approach. The results showed: 1- The cooperation component is an external driver of the resilient supply chain and has a direct impact on the emergence, speed, flexibility and strength of the disrupted supply chain. 2- The flexibility of the supply chain is the only component of the agility of the supply chain that directly affects Supply chain performance under disruption. 3- Supply chain flexibility is the only component of supply chain agility that has an indirect effect on supply chain performance under disruption. 4- The speed component has a direct effect and the emergence component has an indirect effect on supply chain flexibility. 5- The emergence component is one of the important elements of agility that has a positive effect on the speed and strength of the supply chain.
Methodology
The current research is applicable in terms of purpose, and descriptive and survey in terms of nature and research method. The statistical population of the research consists of all the employees of the company (N=1000), which was determined by Klein's method and the N:q rule, and the number of sample people was 270, and, people familiar with the various aspects of the supply chain of the offshore industry were selected with more than 5 years of work experience by the purposeful sampling method. Khan et al (2022) questionnaire was used to collect data related to research variables.
Discussion and Results
 In order to investigate the hypothesis of the research, the modeling of structural equations, the method of structural equation modeling with the help of spss software was used to test the hypotheses from inferential statistics. Then PLS software was used to test the hypotheses or the conceptual model of the research, and the results showed that the strategic management of the supply chain has a positive and significant effect on both factors of resilience, i.e. agility and strength of the supply chain. The results of the current research also showed that the strategic management of the supply chain does not have a significant effect directly on the performance of the supply chain, but with the mediation of the agility of the chain, this effect becomes significant. In the results of the current research, it was also determined that the strategic management of the supply chain has a positive and significant effect on the performance of the supply chain both directly and indirectly through the mediation of chain strength. In the present research, results were also obtained showing that the strategic management of the supply chain directly and indirectly (with the mediation of agility and strength) has a positive and significant effect on the orientation of the supply chain.
Conclusion
The current research was conducted with the aim of the impact of strategic supply chain management on the performance and orientation of the supply chain with the mediating role of resilience (the study of the offshore sector of the oil industry). This finding is in line with researchers such as Um (2017) and El Baz& Ruel (2021) and Shamout (2019) and Tarafdar & Qrunfleh (2017) and Florescu et al, (2019) and Dhaigude & Kapoor (2017); The research of (Um, 2017) resulted that increasing the variety of products has a positive effect on the resilience and agility of the supply chain, which improves the performance of the supply chain. He stated that in order to reduce the cost of increasing product variety, it is possible to increase the agility of the supply chain and ultimately improve the performance of the supply chain by diversifying activities in the strategic management department. The results of his research on 363 British and South Korean manufacturing companies showed that the diversity of activities in the strategic management of the supply chain makes the chain more resilient and increases its performance.
According to the research results, it is suggested that in order to respond quickly to the needs of customers, more work should be done on the agility of the supply chain of this industry to be responsive in the tough conditions of the supply chain market. To increase performance, the role of agility in the supply chain of this industry should be emphasized more and always considered as an intermediate factor.
 

Abstract Abstract This study, based on the MARA methodology and the concept of systems fragility, introduced the fragility analysis approach to the problem of strategy selection. In turbulent and unpredictable environments, decision-making (especially regarding key and influential decisions such as strategy selection) is challenging. In changing and variable conditions, classical approaches to strategy selection as well as multi-attribute decision-making approaches lose their effectiveness. Classical scenario planning approaches are also unable to cope with turbulent environments due to their inherent limitations and simplification. In response to the shortcomings of the aforementioned approaches, the Matrix Approach to Robustness Analysis (MARA) was introduced, which is able to solve the problem of strategy selection without computational constraints. However, this approach is suitable when a conservative decision-maker wants to choose a strategy with the lowest risk. Therefore, this approach does not provide a desirable outcome when the decision maker seeks to exploit opportunities. In this approach, after listing the decision options and defining scenarios based on the most important environmental indicators, the performance of the strategies in each of the different states of the indicators was determined and the total performance of each strategy in each scenario was compared with the performance of that strategy in the base scenario (status quo). The proposed approach was described in the form of a case study. In practice, this analysis shows which strategy (decision) can bring more benefits to the organization (decision maker) in the event of a change in each of the environmental impact indicators (scenario change). This concept is in contrast to robust analysis, which considers the option that has less risk in the event of a change to be superior. Using this tool in turbulent environments can help managers in the business management process. Introduction The complexity we face in today's modern and rapidly changing world requires a better understanding of how to make decisions that effectively deal with this complexity; otherwise, we may develop strategies that have unintended and irreversible consequences. Accordingly, decision-makers must first equip themselves with appropriate decision-making tools. Choosing a method or approach to decision-making is, in turn, a decision-making problem (Sorourkhah, 2024). In the decision-making literature, there are various methods, models, and approaches to decision-making, each of which is suitable for a specific situation. Based on a) the type of problem, b) the quality of the data, c) the number of indicators and d) the goal of solving the problem, decision makers can choose the most appropriate option (Bartolini, 2021). Given that the problem of choosing a strategy is a) a key decision with long-term consequences, b) the data is uncertain and unpredictable, and c) the indicators are numerous and often contradictory; we know that classical approaches such as QSPM and multi-criteria decision-making techniques are not suitable. In these circumstances, the use of scenario-based approaches seems more logical (Joorbonyan et al., 2024). Although the modern world is increasing in knowledge, paradoxically, this makes it more difficult to predict things. Due to the emphasis of the inductive learning process on narrative and causality, the impression is formed that the only way to deal with uncertainty is to identify the causal chains that have been constructed early; for example, by identifying early “trigger events”, “weak signals”, or “early warnings”, and then implementing precautionary measures to mitigate the consequences of an undesirable future or to take early advantage of a desirable future. This view is prominent in the recent scenario planning literature. In contrast, the existential view of uncertainty sees outcomes as the result of random processes that are not causally related. The increasing complexity of the challenges faced by modern organizations far exceeds the ability to discover causality, and causal speculation is therefore temporary, unstable, and error-prone. Therefore, the ability of methods to prepare for the future (the ability to cope with uncertainty arising from complexity) is becoming increasingly important, without relying solely on identifying causes (Bahrami et al., 2025). In such a situation, the Matrix Approach to Robustness Analysis (MARA) can simultaneously deal with complexity and uncertainty (Amiri et al., 2024). However, the MARA method is conservative and tries to choose the option that brings the least loss. Therefore, if the goal of decision-making is to maximize the exploitation of an opportunity, a new approach is needed. This concept has been known as antifragility in recent years. So far, the concept of antifragility has been actively applied in several fields, including molecular biology, physics, computer science, transportation planning, risk analysis, and engineering; however, a practical criterion for antifragility has not been developed yet (Pineda et al., 2019). According to the resilience literature, organizations can be fragile or antifragile to shocks; researchers believe that decisions (strategies) can also be fragile or antifragile to shocks (Kokkinos et al., 2023). When an unexpected event occurs, many previously selected strategies lose their effectiveness and, in some cases, may even lead to negative results. Accordingly, in this study, the researcher seeks to answer the question: what is antifragile analysis: a tool for managing business in a turbulent environment? Theoretical foundations Antifragility The phenomenon of antifragility has been proposed as a new theoretical framework in management and organizational sciences in recent years. This concept was first introduced by Nasim Nicholas Taleb and showed its fundamental difference from concepts such as fragility and antifragility. In Taleb's definition, antifragile systems not only resist shocks and disturbances, but also benefit from these instabilities and rise to a higher level of performance. In this view, unlike fragile systems that are damaged in the face of disturbances and antifragile systems that only return to their original state, antifragile systems adapt to and benefit from disturbances (kianirad et al., 2022. ( Faryadras et al., (2026) studied "The relationship between antifragility and financial performance and business continuity in banks listed on the Tehran Stock Exchange". 10 eligible banks were selected for the sample and the data were analyzed using panel data regression. The results showed that antifragility has a positive and significant effect on business continuity and also on the financial performance of banks listed on the Stock Exchange. In addition, financial performance has a positive effect on business continuity. Gaadim ghobadi et al., (2024) studied "Providing a model of antifragility in Iranian financial organizations through thematic analysis". The results of the study led to the identification of 79 codes and 19 themes in the form of four main categories such as 1- the random and environmental category, which includes the components of flexibility, financial crisis, antifragile performance, agility and adaptability, and 2- the financial performance category, which includes the components of cost control, financial performance of institutions, central bank independence, inflation volatility, cash flow management, 3- the management category, which includes the components of risk management, improving economic growth, capital management, financial policies, relationship with the government, and 4- the organizational category, which includes the components of innovation and creativity, adaptability, resistance and coping, integration and service empowerment. Research Method This study was designed to present and test the approach to analyzing the antifragility of strategies in turbulent environments and is considered an applicable and analytical-modeling study. The data in this study were collected secondary and computationally, and the analyses were based on matrix modeling of scenarios and strategy performance. In this study, first, the environmental impact indicators for strategic decision-making were identified and structured based on the MARA method. Then, possible future scenarios were eliminated according to the different states of each production indicator and impossible or contradictory scenarios. The performance of each strategy in each scenario was evaluated by experts and specialists in the relevant field and recorded in the form of a strategy performance matrix. In the next step, the total performance of each strategy in the scenarios was compared with the baseline to calculate the antifragility score of each option. Research Findings The results showed that different strategies experience different degrees of antifragility to environmental changes. The examination of future scenarios revealed that some strategies are not only unvulnerable to shocks, but also perform better than the baseline in many alternative scenarios. The aggressive strategy scored the highest antifragility score and has a high ability to transform environmental changes into opportunities. These findings emphasize the importance of choosing opportunistic rather than conservative options in turbulent environments. Furthermore, using the antifragility framework allows managers to make structured and flexible decisions. Conclusion In the agitated, turbulent, and unpredictable environments that characterize many industries today, strategy selection becomes doubly important. The findings of this paper indicate that a antifragility -based approach, especially in situations where nonlinear changes and environmental shocks occur, can provide a more efficient tool for strategic decision-making than conservative approaches. Relying on environmental scenarios and comparing the performance of strategies against the baseline allows for the identification of options that perform better across a wide range of possible futures. This finding is consistent with previous studies. For example, Kokkinos et al. (2023) has shown that organizations that are able to exploit shocks and fluctuations are not only more antifragile to change but can also use these conditions to improve performance and innovation. Also, recent research in the field of innovation management and organizational performance shows that measuring antifragility components, such as diversity of responses, capacity for emergent behaviors, and nonlinear response to shocks, can increase the productivity and adaptability of organizations (Branicki, Sullivan, & Worrall, 2018). Studies that have examined antifragility in the context of supply chains and dynamic systems also emphasize that systems that are not only antifragile but also benefit from environmental shocks perform better in the long run (Santos & Eisenhardt, 2020(. Numerical implementation of the proposed approach showed that different strategies experience different degrees of antifragility, and some of them are not only not vulnerable to changes but also outperform the baseline in a significant part of alternative scenarios. In the present case study, the aggressive strategy obtained the highest antifragility score and was able to turn environmental changes into opportunities. This finding suggests that in conditions of fluctuating, unstable, and complex environments, choosing strategies that have the capacity to exploit change (rather than simply resist it) can promote decision-making from a conservative to an opportunity-oriented mode. Overall, the results of this study indicate that the antifragility approach can provide a structured and numerical framework for strategy selection in turbulent environments. This approach, in line with previous literature that emphasizes the exploitation of volatility and the capacity for innovation, guides managers' decision-making path from a focus solely on risk reduction towards opportunity-based decision-making and enhancing competitive advantage (Sorourkhah, 2024). Therefore, antifragility can be recognized as an important practical and theoretical concept in strategic management in the era of uncertainty and provides new research horizons for the development of more data-driven and generalized models.

Abstract Abstract The purpose of this research is to analyze the effect of the quality of service to the elderly on their loyalty through a memorable experience and satisfaction among the elderly customers of 5-star hotels in Mashhad. The research method is applicable in terms of purpose and the method of data collection is descriptive-survey. The statistical population of the research is all elderly people over 70 years of age who refer to 5-star hotels in Mashhad and have used that hotel at least 3 times, the number of which is unknown, according to the tenfold formula of the questionnaire questions, 270 samples were selected by the available non-random method. The data was collected through a standard questionnaire and then analyzed by structural equation modeling using Smart pls 2 and SPSS 24 softwares. The findings show that the electronic customer relationship management variable had a positive and significant impact on product innovation development and the product innovation development variable had a positive and significant impact on marketing performance. Also, customer knowledge had a positive and significant impact on both marketing performance and product innovation development, and electronic customer relationship management and customer knowledge through product innovation development had a positive and significant impact on marketing performance. Extended Abstract Introduction Having loyal customers in intense competition is a key factor for the success of organizations, therefore, the plans and strategies of organizations move towards the factors influencing customer loyalty, and obtaining customer satisfaction is an effective step to achieve this important goal (Fallah & Hamidi, 2021). Customer satisfaction is achieved when customers have a memorable and enjoyable experience of receiving services and products (Agarwal, Ira. Gowda, 2020).  With the intensification of competition, companies have realized that providing a memorable experience to customers is very important to survive and gain a competitive advantage (Roozen & Katidis, 2019). Obviously, companies should focus on creating positive experiences to win the minds of customers (Micu, 2019); therefore, creating memorable experiences is important to retain old customers and attract new ones (Chen & Wu, 2022). However, the important factor in the formation of a valuable customer experience, followed by customer satisfaction; which enables the realization of customer loyalty, is the quality of service. Service quality is the ability of a product to meet the desired goal with the minimum possible cost (Bui et al., 2022). In the hotel industry, service quality is inevitable in order for the hotel to be distinguished from their competitors and to satisfy customers (Feng et al., 2018). In the meantime, the increase in the age of people and the expansion of the circle of elderly people in the society have led managers and hotel owners to plan and pay attention to providing quality services according to the wishes of the elderly (Prentice et al., 2022). Because increasing the satisfaction and loyalty of people of different ages requires knowing more about the different demands and needs of customers during their experience in the hotel. The organization can create value from providing its services and products when the service and product are provided according to the opinion and taste of the customers, which shows the intelligence of the managers in paying comprehensive attention to the customers (Mansouri et al., 2022). Therefore, improving service quality has become an important tool in the hotel industry in order to achieve a competitive advantage and retain customers. Satisfied hotel customers are more likely to return than dissatisfied ones (Liu, 2023). Currently, most organizations have realized that customer satisfaction can lead to their long-term success; the tourism industry, especially hotels, is no exception to this rule (Kim & Han, 2023). The best hotels consider customer satisfaction as the most important competitive weapon to achieve profit (Dah et al., 2023). According to the above explanations, the main question in the current research is whether the quality of service to the elderly through a memorable experience and satisfaction among the elderly customers of 5-star hotels in Mashhad leads to the loyalty of the elderly or not. Theoretical Literature Rachman et al., (2023) in a research entitled "Evaluation of the effect of service quality and product quality on customer satisfaction with the store" reached these results that service quality has a positive and significant effect on customer satisfaction. Prentice et al., (2022) conducted a research entitled "Investigating the role of memorable experience and emotional intelligence in the loyalty of senior customers to hotels for the elderly". The findings showed that service quality has a significantly greater impact on customer satisfaction, memorable experience, and customer loyalty. In addition, memorable customer experiences mediate the relationship between service quality and organizational outcomes. kiani et al., (2022) conducted a study entitled "Investigation of aesthetic factors and service quality on the perceived value, loyalty and satisfaction of customers of swimming pools in Kermanshah province". The results showed that there is a positive and significant effect between service quality and customer loyalty and performance. Research Methodology This research is applicable in terms of purpose and descriptive-survey in terms of nature. In terms of data collection, it is a field research using a questionnaire tool and based on structural equation modeling. The statistical population of the research is all seniors over 70 years of age who refer to 5-star hotels in Mashhad and have used that hotel at least 3 times, in uncertain volume. Based on the tenfold formula of questionnaire questions, 270 samples were selected in a non-random method. The data collection tool was a questionnaire, which was distributed after determining its validity and reliability. The questionnaire included 27 questions related to the main research variables, which were tested for reliability and validity after preliminary distribution. To check the reliability of the questionnaire, Cronbach's alpha method and composite reliability were used and confirmed. To check its validity, face validity and factor validity (through confirmatory factor analysis) were used. The third version of SmartPLS software was used for data analysis. Research Findings In order to check and test the hypotheses or the conceptual model of the research, smart pls 3 software was used, and the results showed that the effect of the quality of service to the elderly on the memorable experience was calculated to be equal to (0.42), which indicates a favorable effect. The t-statistic of the test was also obtained (8.60), which is greater than the critical value of t at the 5% error level, i.e. (1.96), and shows that the effect is significant. The effect of the quality of service to the elderly on customer satisfaction has been calculated to be equal to (0.27), which indicates a favorable effect. The t-statistic of the test was also obtained (3.38), which is greater than the critical value of t at the 5% error level, i.e. (1.96), and it shows that the effect is significant. The impact of memorable experience on customer loyalty has been calculated equal to (0.28), which indicates a favorable impact. The t-statistic of the test was also obtained (3.64), which is greater than the critical value of t at the 5% error level, i.e. (1.96) and shows that the effect is significant. The effect of customer satisfaction on customer loyalty has been calculated as (0.26), which indicates a favorable effect. The t-statistic of the test was also obtained (2.86), which is greater than the critical value of t at the 5% error level, i.e. (1.96), and shows that the effect is significant. The impact of memorable experience on customer satisfaction has been calculated equal to (0.48), which indicates a favorable impact. The t-statistic of the test was also obtained (6.45), which is greater than the critical value of t at the 5% error level, i.e. (1.96), and it shows that the effect is significant. The impact of service quality through memorable experience on customer loyalty has been calculated equal to (0.12), which indicates a favorable impact. The effect of service quality through customer satisfaction on customer loyalty has been calculated equal to (0.07), which indicates a favorable effect. The mediator's role is confirmed in recent hypotheses.   Conclusion The present study was conducted with the aim of analyzing the effect of the quality of service to the elderly on their loyalty through a memorable experience and satisfaction among the elderly customers of 5-star hotels in Mashhad. Test results are aligned with research findings of Saberian & Mirmiran (2021), Prentice et al., (2022), Bahari & Bahari (2021), Saberian & Mirmiran (2021), Agarwal & Gowda (2020), Boonlertvanich (2019), and Nyamekye et al., (2021). The results and examination of the hypotheses of the research model determined that service quality has a direct and indirect effect on the loyalty and return of elderly customers to 5-star hotels in Mashhad, and it is an important factor in increasing customer loyalty and creating a platform of attractive experiences for returning customers. Production and service organizations consider the level of customer satisfaction, especially the elderly, as a criterion to measure the quality of their work, and this trend is still increasing. The importance of elderly customers in their satisfaction is something that goes back to the global competition. In order to create satisfaction among the elderly, in addition to removing the causes of dissatisfaction and existing complaints, organizations should provide high-quality and attractive products and services in order to provide the elderly with happiness and a memorable experience, and provide the basis for increasing customer satisfaction and loyalty. By inferring the results, it is suggested that hotels provide the necessary preparations to strengthen the sense of security and peace in their seniors through quality and unique services. Also, in accordance with the wishes of the elderly customers, they strive for entertaining programs and services and continuously establish peace and security in the hotel.