Journal of value creating in Business Management

Abstract Abstract The purpose of this research is to combine the genetic algorithm in the optimization of the stock portfolio in the financial decision making of investors; in a simulation project, the final use of the input data is to build the simulation model. This process includes collecting input data, analyzing the input data, and using these analyzed input data in the simulation model. The statistical population of the research includes 20 symbols (companies) from among the industries (Vabsadar, Vetjarat, Akhaber, Fakhuz, Fars, Balbar, Tapampi, Khasapa, Khodro, Sasharq, Sosofi, Shobhorn, Shapna, Ghopino, Fould, Ghasabat, Kesra, Vanbank, Vanneft, Veniki) and the information related to the daily stock price and the daily index value from Decembre 22, 2008 to January 16, 2020 was considered as a sample. The tool for collecting information and data is using the Phipiran site, and the amount of beta (risk) of stocks is calculated monthly using Excel software, and the frequency of return and beta (risk) calculated using Spss software, and distribution functions were discussed using Easy fit software; the results showed that if the agents are beginners to earn more profit than normal behavior and accept 40% risk, the amount of profit obtained after optimizing the model with genetic algorithm is more than the initial model. If the agents are professionals to earn more profit than risk-averse behavior and accept 80% risk, the amount of profit obtained after optimizing the model with genetic algorithm is more than the initial model. Extended Abstract Introduction Today, in order to reduce the investment risk, investors in the financial markets prefer to allocate capital to a portfolil consisting of several shares rather than investing in only one share; because this enables them to bear a lower level of risk in order to achieve a certain amount of return in a certain period of time. An issue that has occupied the minds of many financial analysts and investors for many years is how to choose stocks and optimize the investment portfolio over time in a way that meets the investor's expectations in order to maximize the return on investment. When investors are exposed to uncertainty, the investment portfolio selection framework should include a quantitative measure of uncertainty to achieve the expected return or a quantitative measure of risk (Shahraki Sanavi, 2023). Today, with the increasing growth and changes of financial markets in developed and developing countries, or due to the unpredictable performance of investors, pure mathematical solutions are not enough to solve such problems, and therefore robust algorithms are considered to solve them. (SheidaeiNarmigi et al, 2020). Genetic algorithm can solve the problem of stock portfolio optimization by considering different levels of risk or success. By means of the genetic algorithm, you can create an optimal portfolio within a few minutes, which will cause a change in the capital market and will greatly help the efficiency of the capital market. One of the main signs of a country's progress is its economic progress, and if new methods are not used in the field of financial transactions, it will harm the economy (Pakmaram et al, 2017). Therefore, the researcher is trying to answer the question; how is the genetic algorithm in optimizing the stock portfolio in the financial decision of investors? Theoretical Framework Genetic algorithm The principles of genetic algorithm were first presented by Jan Haland, (1975). The genetic algorithm is an optimization algorithm with general application and is modeled on Darwin's evolutionary theory. Genetic algorithms are meta-heuristic algorithms based on biological evolution that try to obtain high-quality answers at the right time by creating an initial population and improving its quality by applying various operators (Farughi et al, 2020). Genetic algorithms are suitable for multi-objective optimization due to examining a set of possible solutions and also less sensitivity to a specific form of optimal points. Objectives are in the form of mathematical functions and represent appropriate use to improve decisions in optimization (Sheydaei Narmighi et al, 2020). The concept of stock portfolio optimization has become like a tool in the direction of developing and understanding financial markets and financial decision making. Consider the spread of risk and return at the same time and choose the amount of capital allocation between various investment opportunities based on the interaction between the two. Therefore, the investment that seeks to maximize the expected return and minimize the risk has these two opposite goals that must be balanced against each other. One of the interesting results of these two opposing goals is that the investor should diversify by buying several types of securities. On the other hand, due to the complexity of management, the system of rules and regulations and the policies of asset; management companies in the framework of financial markets, investment managers impose restrictions on their optimal asset set, which makes the model nonlinear and complicates the problem. (Faridi et al, 2022). Niko & Bazrafshan (2023) investigated the stock portfolio using a combined genetic algorithm and simulated refrigeration. The results show that the hybrid algorithm searches for the optimal solution in a shorter period of time than the genetic algorithm and performs better than the other two algorithms in terms of risk and return. Shahbazi (2022) investigated stock portfolio optimization with beta coefficient clustering approach. The goal of the challenge is to minimize the portfolio variance. The stock clustering method is to group beta coefficients of stocks into four clusters. The investor has an expected return that the portfolio must meet. Expected returns and clustered shares are inputs to the problem. It is not possible to borrow and sell on credit. A non-linear mixed integer mathematical model is presented to introduce the proposed portfolio and in one case it is checked on 50 most active stock companies. Finally, the Sharp index shows a favorable result. Research methodology In a simulation project, the final use of the input data is to build the simulation model. This process includes collecting input data, analyzing the input data, and using these analyzed input data in the simulation model. The statistical population that was used for the implementation of the mentioned research was accepted in the stock exchange company with 52 industries and approximately 1,543 symbols, which were used for daily trading in the stock market. In this research, 20 brands (companies) are considered including (Vabsadar, Vetjarat, Akhaber, Fakhuz, Fars, Balbar, Tapampi, Khasapa, Khodro, Sasharq, Sosofi, Shobhorn, Shapna, Ghopino, Folad, Qathabat, Kesra, Vabank, Veneft, Vaniki). The tool for collecting information and data is using the site https://www.fipiran.com. Research findings The amount of beta (risk) of stocks was calculated monthly using Excel software, the frequency of return and beta (risk) was calculated using Spss software, and the distribution functions were analyzed using Easy fit software. The results showed that by making more transactions, people turn from beginners to professionals, and people turn from risk-averse to normal and then risk-taking. Examining the system in a longer time horizon provides more realistic results and the simulation model can be examined in more realistic conditions. Conclusion The current research has been carried out with the aim of combining the genetic algorithm in the optimization of the stock portfolio in the financial decision making of investors. The results of this research are consistent with the results of Shahbazi (2022), Kalayci et al, (2020), Li & Tam (2020), Mirabi & Zarei (2020). Pakmaram et al, (2017) showed that the genetic algorithm had a lower objective function value, or in other words, it reached the best result with the least error; it performed better than other algorithms and shows the relative superiority of this algorithm in choosing the optimal stock portfolio. According to the present research, it is suggested that investors (risk averse/risk taking) should also examine other models with regard to the expected return, because according to their risk tolerance or risk aversion, their returns will be different. One of the important points for investors is portfolio management and considering future transaction costs. Investors always want to achieve their desired portfolio with the least number of transactions and consequently the lowest future transaction costs.  

Abstract Extended Abstract
Abstract
The purpose of this study is to analyze the impact of ethical marketing on consumer repurchase intention with emphasis on the mediating role of brand identity and brand equity. The research method is descriptive-survey in terms of nature, and applicable in terms of purpose. The statistical population of the research is the customers of Digi Kala online store. The sample size was determined using Cochran's formula of 375 people, and the samples were selected by available sampling method. Ethical marketing questionnaires (Safari.et al.2017), brand equity (Aaker.1991), brand identity (Mael & Ashforth, 1992) and repurchase intention (Hong.et al.2012) were used to collect data. The data validity was determined by the academic experts, and the reliability was confirmed by Cronbach's alpha coefficient test. In order to analyze the data, the structural equation technique was used using Lisrel statistical software and SPSS statistical software. The results showed that marketing Ethics has a positive and significant effect on brand identity, customer repurchase intention and brand equity. Brand identity has a positive and significant effect on customers' intention to repurchase. Brand equity has a positive and significant effect on customers' intention to repurchase. Finally, ethical marketing has a significant effect on consumer's intention to repurchase by emphasizing the mediating role of brand identity and brand equity.
Introduction
Rapid change in today's world has faced organizations with various challenges, but in the meantime, successful organizations are those which, with the help of management tools and new technologies, take advantage of the opportunities created to their benefit. The e-commerce environment is one of these tools. Internet-based e-commerce environment allows customers to search for information and purchase goods and services through direct contact with online stores (Feyznia.2017) .Today, shopping intention reflects the predictable behavior of the consumer in future purchasing decisions that significantly helps in the formation of consumer attitudes (Xiao, & Liu.2018). Identity is one of the factors that keeps the brand stable and directs it to new markets and products (Muhonen.et al.2017) Brands identify themselves to customers and differentiate themselves from other competitors. The process of creating a brand identity is to formulate the mindsets that the brand intends to create and ensure that the brand is identified by the customer and associated with a particular category of needs (Khodavardikhani, 2018). The customers prefer one tbrand to other based on the factors important to them (Ebrahim, 2020). Brand equity is one of the assets that maintains the value of the company and, by creating a competitive advantage over competitors, will attract customers' attention and loyalty (Zollo.et.al.2020). The intention to repeat the purchase is the process of referring and repeatedly purchasing goods and services from a store in the long run, the main reason for which is positive experiences after the purchase (Birjandi.et.al.2019). Ethical marketing is a domain of applicable ethics which is related to hidden ethical principles in behavior, advertising and regulation in marketing (Purwanto.etal.2019). This issue, which is widely discussed in management and market science today, is called ethical marketing (Pittz.et.al.2020). Digi Kala online store is one of the most reputable virtual stores in our country which many people buy from around the clock to provide the products and services they need. Considering that a suitable platform for online sales and purchases has not yet become popular in our country, the researcher intends to analyze the relationship between consumer intention to repurchase, brand identity and brand equity while analyzing the aspects of ethical marketing. This study tries to answer the question whether ethical marketing has a significant effect on the consumer's intention to repurchase, by emphasizing the mediating role of brand identity and brand equity in the Digikala online store.
Theoretical literature
Using the definition of Taylor (2000), Till (2009) defines marketing ethics as follows: Research into the nature and levels of belief, beliefs, standards, and rules of ethical behavior in relation to business decisions and sales conditions (Safari, et.al.) 2017). Intention to buy is a pattern of attitude towards the product for future purchases (Shaghlani, 2017). Su (1990) states that the intention to buy refers to some exchange behaviors that occur after consumers evaluate the product and reflect an emotional response in their behavior to an issue (Safari, et al. 2017). Brand identity expresses the ideal characteristics that the brand intends to offer to customers. In other words, brand identity is what the brand commits to the market (Essamri, et. al.2019). Whatever is supposed to be portrayed in the future and engraved in the mind of the customer is the essence of the brand. Adorned appearance and what is seen is the expression of a brand identity (Ahmadian.2017). According to Acker (1991), brand equity has three basic components: brand awareness, brand loyalty and brand association. Brand awareness is the level of awareness and cognition by which the customer recognizes, remembers and can identify brand-related products and services (bordbar, et al.2018).
Chae.et al. (2020) in a study concentrated on the effect of product features on perceived value, brand trust and repurchase intention. The results showed that product features have a positive and significant effect on perceived value, brand trust and repurchase intention. Ghaffari (2018) also stated in his research that there is a positive and significant relationship between ethical marketing and customer loyalty. Izadian (2019) also concluded in his research that there is a positive and significant relationship between brand personality with brand trust and brand loyalty.
Methodology
The present research is applicable in terms of purpose, and descriptive-survey in nature. The statistical population of the research consists of customers of Digi Kala online store, 375 of whom were selected as the research sample using Cochran's formula and available sampling method. ethical marketing questionnaires (Safari.et al 2017), brand equity (Aaker.1991), brand identity (Mael, & Ashforth, 1992) and repurchase intention (Hong.et al.2012) were used to collect data.
Discussion and Results
In order to investigate the mediating effect of brand identity in the hypothesis under discussion, the direct effect of the two structures with the indirect effect in the case of involving mediating variables should be examined so that if the effect increases, the mediating effect can be considered acceptable. In the present hypothesis, the direct effect is equal to 0.49. If there is a mediating variable of brand identity, the indirect effect is:
 (0.69) × (0.73) = (0.507)
Due to the fact that the direct path effect is less than the indirect path, therefore, the existence of a mediating variable increases the brand identity and the mediating role in the present hypothesis is confirmed.
In order to investigate the mediating effect of brand personality in the hypothesis under discussion, the direct effect of two structures with indirect effect in the case of involving mediating variables should be examined so that if the effect increases, the mediating effect can be considered acceptable. In the present hypothesis, the direct effect is equal to 0.49. Indirect effect in the presence of a mediator variable of brand equity is:
(0.72) × (0.78) = (0.561)
Due to the fact that the effect of direct path is less than indirect paths, therefore, the existence of a mediator variable increases the equity of the brand, and the mediating role in the present hypothesis is confirmed.
Conclusion
Considering the confirmation of the first main hypothesis; the effect of ethical marketing on repurchase intention with emphasis on the mediating role of brand identity, the result is explained in such a way that providing the desired services to customers creates trust among customers and persuades them to refer to this site in different situations. Therefore, the idea is imprinted in the minds of customers that if they want quality services, they will always trust this online store and keep it in mind, and if the services required by customers are available on this site, they will not be willing to use services and products of other stores. As a result, the management of this store fulfills its obligations to customers correctly and honestly, and customers are assured about the goodness of the products they receive from this site, compared to other online stores. The degree of easy access of customers to the services or products listed on the Internet sites can affect their satisfaction with the perceived usefulness of these facilities and goods. When the customer can easily make online purchases and buy the desired product, he acts with more interest in understanding the usefulness and the purchase process. These results match with research findings of Demirgüneş.(2015); Rezaei, (2018); Izadian, (2019) and supported by them.
The result of testing the second hypothesis based on the positive and significant effect of ethical marketing on repurchase intention by emphasizing the mediating role of brand equity is explained in such a way that considering the intangibility of goods and services received by customers through the Internet and their purchase from virtual stores has reasonably high perceived risk. When buying online from store sites, customers pay special attention to the details of the purchase and the products offered on this site. Paying attention to the characteristics of the offered products and the amount of site commitment about the returning of impaired goods can be considered as a significant aspect in this case. On one hand, online stores should explain precisely the details and application of their products with high clarification so that customers can make the right choice to meet and satisfy their needs. On the other hand, these stores must be committed to selling their goods and provide after-sales service satisfy the customers. In this way, site managements can stimulate the customer's sense of trust to their virtual store and encourage them to buy online. These results match with research findings of Bavarsad, et al. (2015); Vazifehdust & Memarian. (2014); Chen & Quester, (2015) and supported by them.

Abstract Abstract
The aim of the current research was to investigate the impact of green transformational leadership on environmental performance with the mediating role of green human resource management and environmental awareness in small and medium businesses of Sirjan Special Economic Zone. This research is applied in terms of purpose, and correlative in terms of nature and method. The statistical population of this research consists of all employees in small and medium businesses of Sirjan Special Economic Zone, whose number has reached 721 people in 2022. Out of this number, 251 people were randomly selected. Statistics of all its members have been selected as a sample and studied in the form of a census. Four standard questionnaires: green transformational leadership of Chen and Chang (2013), environmental performance questionnaire of Melnik et al. (2003) and Daly et al. (2007), green human resource management questionair of Renwick et al. (2013), and environmental awareness of Han and Yoon (2015) was used to collect data. The content validity of the questionnaires was evaluated based on the opinion of experts, and its construct validity was evaluated by the method of confirmatory factor analysis. Their reliability was confirmed by calculating composite reliability and Cronbach's alpha coefficient. The collected data were analyzed by structural equation modeling method with PLS software. The findings of the research indicate that, in general, green transformational leadership has a significant effect on environmental performance with the mediating role of green human resource management and environmental awareness.
Extended
Introduction
Studies show that companies' increasing use of environmental management systems, such as obtaining ISO 14001 certification, prevents pollution, minimizes waste, and emits less greenhouse gases, which in turn can be effective in increasing the performance of companies. Scholars have argued that green HR practices are critical to implementing environmental management systems (Jabbour, 2016) and that human aspects are essential to adopting environmental practices (Sarkis, Gonzalez-Torre & Gravis, Sarkis & Zhou, 2013). Based on this, the integration of human resources with environmental management measures is considered important. For example, researchers such as Jabbour & Jabbour (2016) argued that all stages of environmental management systems need to support human resource management methods. In this study, the green transformational leadership factor has been considered as the determining factors in the adoption and approval of green human resources management and environmental performance. As Singh et al. (2020) argue that leadership that emphasizes understanding, predicting and controlling personal and interpersonal dynamics affective on employees to achieve common goals can be the best predictor for strengthening green innovation and green performance in small and medium-sized companies. Environmental orientation shows the level of employees' commitment in protecting the environment, which is suggested as the second determining factor of green human resource management (Singh et. al., 2020).
Previous studies indicate that employees have a significant impact on environmental performance at the performance level and organizational levels. But the main role of the leader is very important because he has a lot of freedom to influence the environmental performance of the company. Environmental management systems in the organization depend on the development and sustainability of their internal competencies and capabilities (Biscotti et al., 2018; Yin & Chimidler 2009) and in that SME due to the lack of capabilities and motivation of employees along with the organizational capabilities necessary to solve the complex challenges of environmental sustainability are known as the biggest main factor. We imagine that leadership and HRM (Leroy et al., 2018) are involved in the development of the company's internal competencies and capabilities, which are necessary from different perspectives for managing people in SMEs (Leroy et al. , 2018).
Environmental awareness is a multidimensional concept and is effective on people's information, knowledge, attitudes, tendencies, behaviors, intentions, attempts and actions. This awareness is connected to the psychological factors and impacts the people's tendency towards doing the activities, creation of environmental attitudes and behaviors (Zhang et al. 2014). According to the definition, green transformational leadership, unlike general transformational leadership, focuses on one goal, which is the environment. Based on available literature, green transformational leadership was first proposed by Robertson and Barling in 2013. They defined green transformational leadership as the emergence of a style of transformational leadership in which the content of leadership behaviors is focused on encouraging pro-environmental initiatives (Robertson & Barling, 2013). One of the categories that appears to be able to facilitate the effect of green transformational leadership on the green behaviors of employees is the attitude of employees. Attitude has been defined as the emotional tendency of a person when he evaluates something positively or negatively. According to this definition and the effect that the attitude of human resources can have on their behavior, in this regard, any research was not conducted in Iran. Also very little research has been done in this field abroad. Based on this, the main question of the current research is whether green transformational leadership has an effect on environmental performance with the mediating role of green human resource management and environmental awareness in small and medium businesses of Sirjan Special Economic Zone.
Theoretical framework
Green transformational leadership
Transformational leadership improves the performance of companies, but what mediates between these two structures has not been resolved and has been the focus of researchers (Para gonzales et al., 2018). The relationship between transformational leadership and firm performance becomes especially important when firms need to be innovative in their processes and products to gain competitive advantage and superior firm performance (e.g., Della Proveta & et al., 2018). In this study, we define green transformational leadership as a leadership behavior in which the main goal of leadership is a clear vision, inspiration, motivation for employees and also supporting their development needs in order to achieve the organization's environmental goals. (Mittal & Darar, 2016; Chen & Chang, 2013).
environmental function
Today, the issue of protecting the environment and preventing its destruction has been raised as one of the most important challenges facing the world community, and for this reason, numerous meetings and conferences have been held in the past years, and also many regional and international conventions have been concluded to prevent environmental destruction at the world level, and the Islamic Republic of Iran has signed many of them and has committed to act in line with the goals contained in these conventions. Following these developments, several environmental indicators have been proposed by the United Nations and universities to monitor environmental destruction processes (Jafari & Ahmadpour, 2016).
Green human resource management
The word green has its roots in ecological marketing (Vazifehdoust et al, 2013). In the field of green management topics, human resource management measures have been created under the title of green human resource management. Some researchers associate human resource management with environmental management and call it green human resource management or environmental human resource management (Rinwick & et al., 2013). Researchers have developed specific methods to implement resource management practices. The human resource management system has progressed from the old way of working such as the low level of employee involvement to more collaborative and supportive processes in which employees have opportunities to improve their skills, knowledge, and attitudes (Singh et al., 2019).
Environmental awareness
In this century, human environmental behavior has been the focus of scientists as one of the most important factors affecting the environment. While these behaviors are effective on environmental issues and threats, they are also affected by several factors. Environmental awareness from the point of view of Kaiser (1999) is the amount of information a person has about environmental issues and the effective factors in its expansion and knowledge of how to behave in order to improve these problems. In other words, environmental knowledge or awareness refers to people's practical information about the environment, the ecology of the planet, and the impact of human actions on the environment. Expanding knowledge and awareness of environmental issues is one of the best ways to overcome environmental challenges and achieve sustainable environmental development (Azadkhani et al., 2018).
Methodology
This research is descriptive-correlative in terms of its nature and method, and applied in terms of its purpose. Data collection tools; four standard questionnaires; green transformational leadership of Chen & Chang (2013) with 6 questionnaire scales, environmental performance questionnaire of Melnik et al. (2003) and Daly et al. (2007) with 5 questionnaire scales, green human resource management questionair of Renwick et al. (2013) with 13 items, and environmental awareness (4 questions) of Han & Yoon questionnaire (2015). The statistical population of this research includes all the employees in small and large companies of Sirjan Special Economic Zone, whose number is 721 in 2022, out of which 251 people were randomly selected.
Discussion and Results
The coefficient of the variable path of green transformational leadership and environmental performance in small and medium companies is 0.921, and the t-statistic is 29.064. The coefficient of the variable path of green transformational leadership and green human resource management in small and medium-sized companies is 0.861 and the t-statistic is 27.671. The variable path coefficient of green transformational leadership and environmental awareness in small and medium-sized companies is 0.782 and the t-statistic is 20.788. The variable path coefficient of green human resource management and environmental performance in small and medium-sized companies is 0.551 and the t-statistic is 8.421. The variable path coefficient of environmental awareness and environmental performance in small and medium-sized companies is 0.470 and the t-value is 7.577. Therefore, green transformational leadership has a significant impact on environmental performance with the mediating role of green human resource management and environmental awareness in small and medium-sized companies.
Conclusion
The aim of this research is to investigate the effect of green transformational leadership on green environmental performance with the mediating role of green human resource management and environmental awareness in small and medium businesses of Sirjan Special Economic Zone. The results showed that green transformational leadership has a significant impact on green environmental performance with the mediating role of green human resource management and environmental awareness. That is, by improving green transformational leadership; green human resource management and environmental awareness will be improved, and so will be  the environmental performance as a result. The research results of Darvishmotevali&Altinay (2022) and Singh et al, (2020) are in line with this research and confirm the results of it. There is a significant impact of green transformational leadership on green environmental performance. Our findings show that green transformational leadership plays an important role for the company's environmental performance. Green transformational leadership stimulates a higher level of motivation, trust, cohesion, commitment and performance. Green transformational leadership has a significant impact on green human resource management. Leadership plays an important role in releasing human potential, but from different perspectives. Previous studies have shown different results about whether the leadership in the organization plays a leading role (Singh et al, 2020) in the relationship of the result of green human resource management. Studies have shown that the dimension of transformational leadership significantly affects the management of human resource performance and employees' efficiency (Jia et al, 2020).
Green transformational leadership has a significant impact on green environmental awareness. The company's transformational leadership makes employees with green ability and motivation feel comfortable through a supportive environment, and have the opportunity to realize their green potential to help the company create green innovation in use their processes and products to remain relevant and competitive in the markets (Darvishmotevali & Altinay, 2022)
There is a significant effect of green human resource management on environmental performance. Also, if the organization has the ability to implement green human resource management policies in the organization and we witness the transfer of cleanliness and health from the organization to the environment, individual and other organizations; this will make the performance improve the environment. The results of the research (Singh et al, 2020) are in line with this research and confirm the result of it. There is a significant impact of green environmental awareness on environmental performance. That is, if the organization is aware of the environment in order to reduce the adverse environmental effects, it will lead to the improvement of the environmental performance. The results of the research (Darvishmotevali&Altinay 2022) are in line with this research and confirm the result of it. If the organization can take environmentally friendly actions, such as: carrying out strategies for awareness of green practices to promote and pursue sustainable business activities that help organizations in the field of creating an environmentally friendly environment; as a result, the company's environmental performance improves.

Abstract Abstract The present study aims to present a model to analyze the impact of smart management on university sports with the mediating role of Internet of Things technology. The research method is applicable according to its purpose; and a cross-sectional survey research design was used to collect the required data. The statistical population of this study consisted of all experts and sports experts from Azad Universities, Payam Noor, Amir Kabir University, and Arak University, as well as students who have used this technology in sports. Given the unlimited statistical population, a sample of 384 people was randomly selected. The data collection tools were a researcher-made questionnaire based on the opinions of experts and content analysis. SPSS and SMART PLS software were used to analyze the research findings. The results showed that the use of this technology has a significant effect on improving sports performance, preventing injuries, protecting athletes, as well as increasing accuracy and concentration in refereeing and observing justice in sports competitions; and the consequences of smart management performance, smart management educational factors, smart management organizational factors, smart management individual factors, and smart management technology factors have an effect on university sports in Markazi Province Introduction With the development of networks and the advancement of science and technology, people began to pay attention to the interaction between objects, which evolved and formed the Internet of Things. For the time being, the Internet of Things industry is still in the early stage of development, and it is expected that there is a lot of room for promotion and transformation in terms of technological innovations, standard development, and business forms. The Internet of Things industry is the key to the development of new strategic industries, and based on this environment, the application of the Internet of Things has a very high potential and space (Deng et al, 2019). Nowadays, IoT technology has gradually grown and focused on sensors, software, and other aspects; while supporting equipment for IoT, especially smart circuits, transmission networks, and other basic equipment has developed faster. According to the current situation, IoT has a wide range of applications, commercial, agricultural and service industries, which play a very important role in urban construction, environmental protection, urban security, intelligent transportation, etc. Challenges in various fields, especially in the sports industry, and the use of advanced IoT technology can bring great technological innovations, which can be used to promote the development of sports events. For the time being, IoT technology has made remarkable achievements in the fields of smart cities and smart industry. Some researchers and entrepreneurs have realized the great potential of IoT in the field of sports, such as smart stadiums and smart sportswear. The development of sports events is facing increasing growth, but the development of information technology is still relatively lagging behind; most of the operations of sports events remain only in the traditional implementation mode, the capacity of the organization is limited, and the overall operational efficiency is not high. The resource consumption is very high, and these problems seriously limit the sustainable development of sports events (Sezer et al, 2018). On the background of the development of Internet information technology, the development of sports events relying on information technology has become a trend; the importance of resource integration and optimization of the entire event management process has become inevitable, and the Internet of Things plays an important role in the field of sports events (Jagadeeswari et al, 2018). Therefore, considering the above points, the researcher tries to address the main question: what is the appropriate model to analyze the impact of smart management on university sports with the role of the intermediary of Internet of Things technology? Theoretical Framework Smart Management Recent socio-economic and technological changes in business environments have enabled new ways of working based on flexible work arrangements and the widespread use of information technologies that support employees to potentially work anytime and anywhere. Such approaches are commonly referred to as “smart working” practices (Yu et al, 2022). Internet of Things Technology Connected technologies offer new types of services to final users, although the technologies themselves are often used as a ubiquitous set in their environment and (currently) are only visible through touchpoints such as smart devices and wearable technologies. Current projections suggest that within a decade, the Internet of Things will consist of billions of objects and devices or things that have the potential to seamlessly connect people to produce services and interact and share information about themselves and their environment to deliver services. Proponents of the Internet of Things interpret its emergence as “a new industrial revolution that will increase productivity, keep us healthier, make transportation more efficient, reduce energy needs, and mitigate climate change” (Akmandor et al, 2018). Oliyaee et al, (2024) examined the design of the intelligent leadership model of education managers. The results indicated that 4 organizing themes: pragmatic management, knowledge management, organizational management, and team management were identified and confirmed; and the results showed that the components of the intelligent leadership model of education managers are knowledge management, organizational management, and team management, and pragmatic management. Yu et al, (2022): Intelligent sports health management refers to the whole process of comprehensive monitoring, analysis, evaluation, provision of health advice and guidance, and intervention in health risk factors for individuals or groups. The emergence of Internet of Things technology has played an obvious role in intelligent sports health management and has realized the integration and optimal allocation of intelligent sports resources. At the same time, in the field of information technology, the emergence of cloud computing as a new computing mode enables people to directly obtain software and computing power through network applications to innovate the intelligent sports health management system and improve intelligent sports. Cloud computing health management system mainly realizes the storage capacity of huge data and distributed computing capacity through processor computing, virtualization technology, distributed storage technology, broadband Internet technology, and automatic management technology. Based on the Internet of Things technology and cloud computing, and taking sports intelligent management as the research carrier, an intelligent sports health management system is designed, which presents a new effort to use advanced information technology to help the sports health intelligent management system. Research Methodology The research method is applicable according to its purpose; and a cross-sectional survey research design was used to collect the required data. The statistical population of this study consisted of all sports experts and experts from Azad Universities, Payam Noor University, Amir Kabir University and Arak University, as well as students who have used this technology in sports. Due to the unlimited statistical population, a sample of 384 people was randomly selected. The data collection tools were a researcher-made questionnaire based on the opinions of experts and content analysis. Research findings SPSS and SMART PLS software were used to analyze the research findings. The results showed that the use of this technology has a significant effect on improving sports performance, preventing injuries, protecting athletes, as well as increasing accuracy and concentration in refereeing and observing justice in sports competitions, and the consequences of smart management performance, smart management educational factors, smart management organizational factors, smart management individual factors, and smart management technology factors have an effect on university sports in Markazi Province. Conclusion The present study aimed to provide a model to analyze the impact of smart management on university sports with the mediating role of Internet of Things technology. These results are consistent with the results of Oliyaee et al, (2024), Yu et al, (2022), Mohammadi & Ghaedi (2020), Wu et al, (2022), Ren et al, (2021), Song (2022), and Li et al, (2021). Ren et al, (2021) showed that this process is made of two aspects of process information and operation information, based on the information system of each link of the Internet of Things support, a strategic information management system platform. This can solve the problem of integrated management of strategic information process, receiving, storing, filtering and tracking information, and controlling the operation of the strategic management system. In the stage of sports information management, combined with the Internet of Things technology, we should do sports artificial intelligence management and information knowledge exploration well. In the development of sports in the context of the Internet of Things, we should combine the needs of sports information management and the state of the Internet of Things technology to realize scientific and standardized management for the highest efficiency of sports goods under the Internet. According to the research results, the following suggestions were put forward: 1- Assessing the quality of intelligent management of academic sports in universities based on multivariate statistical analysis and regression analysis is an emerging evaluation method expected to be applied in a wider range of educational scenarios. 2- It is suggested that administrators facilitate appropriate procedures for implementing smart management of university sports in the education and competition sectors, and that flexible university structures be used.

Abstract Abstract The aim of this study is to present a model to investigate habit formation in purchasing life insurance in Iran. The present study is applicable in terms of its purpose, and descriptive in terms of its nature and method. The statistical population of it includes all the activists in the insurance industry in Iran. The method and sample size in determining the appropriate degree of the proposed model was also carried out by the available sampling method with 35 experts. The collection tool in this study includes a researcher-made questionnaire derived from the qualitative method, which includes 4 areas of economic factors, non-economic factors, factors affecting customer withdrawal, and long-term factors affecting life insurance demand. SPSS software was used to analyze the findings, and structural equations and LISREL software were used to fit the model. The research findings showed that the statistical value of the previous year's insurance demand variable was measured significantly, so it can be stated that the hypothesis of habit formation in purchasing life insurance using the conditional variance heteroscedasticity multivariate autoregression approach has a significant effect. In addition, other variables have a direct and significant relationship with life insurance demand. Introduction The three institutions of banks, insurance, and stock exchanges are of particular importance in providing financial resources for investments. The insurance industry is one of the most important pillars of the economic development of countries. By reviewing the contribution of the insurance industry in the economy of developed countries, it can be seen that insurance has a greater and more significant role and importance compared to other services (Babaei, 2020). The role of the insurance industry in financial markets appears in three ways. First, the effect that this industry can exert on other financial markets, which is usually used as a support to reduce investment risk. Its second role is to collect and provide financial resources using insurance operations, and finally, the role of the insurance industry in indirect or direct investment. Direct investment of the insurance industry in the country's economic activities is its most important role. In the role of risk coverage, insurance companies act like a cooperative fund. In other words, they act to pay for the losses incurred from the collected resources. But in the role of financial inputs, insurance acts as a capital supply fund that seeks to maximize profits like an economic enterprise (Haris et al., 2019). For this reason, it is tried to maintain an appropriate combination of insurance types in order to achieve the goals. One type of insurance policy that is significantly attractive in the composition of the insurance sales portfolio is life insurance. In selling life insurance, insurance companies use the funds of policyholders that they have in the form of technical reserves as a profitable asset and invest in appropriate economic activities. The features of this insurance policy such as low loss ratio, long-term commitments, and short-term and continuous resource provision, have made insurance companies advocate this type of insurance, unlike third-party and medical insurance. For this reason, the factors that affect its sales are of interest to insurance companies. In addition to economic variables, these factors also include non-economic ones. In fact, insurance companies are interested in developing their activities in this area by being aware of the decision-making model of life insurance buyers (Moore & Young, 2020(. Studying the effect of each of these factors will play a key role in developing life insurance sales for insurance companies. Recognizing this issue, sellers should think about developing the insurance network by understanding the psychological issues of policyholders as life insurance buyers. The development of the insurance industry, especially life insurance, as mentioned at the beginning, will play a significant role in the economic development of the country. Therefore, the researcher is trying to address the question: what is the appropriate model for examining the formation of the habit of buying life insurance in Iran? Theoretical Framework Life Insurance Insurance is a contract that transfers an imminent risk that may occur to an individual's property, activity, or life to the insurance company in order to compensate for the material loss caused by the risk (Karimi & Zaghian, 2020). Life insurance is one of the most important fields of personal insurance. Legally, life insurance is a contract under which the insurer undertakes, in return for receiving a premium, to pay an amount (capital or annuity) to the policyholder or a third party designated by him in the event of the insured's death or survival at a certain time (Ahmadi et al., 2021). Amari Allahyari et al., (2024) examined the relationships between service quality dimensions and the intention to purchase life insurance policies. The results obtained show that service quality plays a vital role in increasing customer satisfaction and improving organizational performance. The findings show that life insurance representatives with problem-solving and helpfulness skills can increase customers' willingness to purchase life insurance products. This research emphasizes that high service quality is a key competitive advantage in the life insurance market and must be aligned with organizational goals. Li et al., (2021) examined the demand for non-life insurance under habit formation by presenting a dynamic model for the optimal consumption of non-life insurance according to past weighted average consumption. In their study, habit is divided into two types: internal and external. Internal habit is influenced by the discussion of risk aversion, and external habit is influenced by the discussion of false comparison to others and the comparison of different investment options, including stocks. Research Methodology The present study is applicable in terms of purpose, and descriptive in terms of nature and method. The statistical population of the present study includes all activists in the insurance industry in Iran. The method and sample size in determining the appropriate degree of the proposed model were also carried out as a available sampling method for 35 experts. The collection tool in this study includes a researcher-made questionnaire derived from a qualitative method, which includes 4 areas of economic factors, non-economic factors, factors affecting customer withdrawal, and long-term factors affecting life insurance demand. Research Findings SPSS software was used to analyze the findings and the model was fitted using structural equations and LISREL software. The research findings showed that the statistical value of the previous year's insurance demand variable was significantly measured, so it can be stated that the hypothesis of habit formation in life insurance purchase using the conditional variance heteroscedasticity multivariate autoregression approach has a significant effect. In addition, other variables have a direct and significant relationship with life insurance demand. Conclusion The present study was conducted with the aim of providing a model to investigate habit formation in life insurance purchase in Iran. The results of this study are consistent with the results of Amari Allahyari et al., (2024), Li et al., (2021), Ahmadi et al., (2021), Ghasemi Aghdami et al., (2021), Karimi & Zaghian (2020), Abdolsalam (2021), and Tan et al., (2018). Amari Allahyari et al., (2024) showed that service quality plays a vital role in increasing customer satisfaction and improving organizational performance. The findings show that life insurance representatives with problem-solving and helpfulness skills can increase customers' willingness to purchase life insurance products. This study emphasizes that high service quality is a key competitive advantage in the life insurance market and should be aligned with organizational goals. Based on the present study, the following suggestions are made: •Reforming the organizational structure of the investment unit. •Reforming the regulations related to the investment limit of life financial resources. •Using experimental advertising by insurance companies in order to confirm the habit formation hypothesis. •Insurance companies can design optimal strategies in line with customer demand for life insurance by measuring factors related to monitoring and controlling the organization's internal processes and employing expert personnel at different levels.

Abstract Abstract The aim of this research is to present a management dashboard framework model based on human resource productivity. The present research is applicable in terms of its purpose, and exploratory in terms of its data analysis process. The statistical population includes managers, vice presidents, supervisors, and heads of MAPNA Company, determined by a simple non-random method and the Cochran formula, with a sample size of 267 people; and the data collection tool is a researcher-made questionnaire validated through expert opinions and reliable with a Cronbach's alpha of 0.78; and structural equations were used to analyze the data. SPSS and PLS statistical software were used to analyze the data. The results showed that individual factors affect organizational factors with a coefficient of (0.405) and a t value of (4.051), organizational factors affect managerial factors with a coefficient of (0.233) and a t value of (3.789), commitment affects managerial factors with a coefficient of (0.085) and a t value of (2.298), motivation and satisfaction affect managerial factors with a coefficient of (0.234) and a t value of (4.877), and managerial factors affect human resource productivity with a coefficient of (0.449) and a t value of (4.305); and the calculated GOF value is equal to 0.65, which indicates a strong fit of the model. Introduction An organization is a complex ecosystem of services, customers, personnel, equipment, data, and information in which it is produced. In the past, organizational management focused on financial management indicators, but today, integration between organizational intelligence (experts), business intelligence (data types), and competitive intelligence (constant communication with internal and external customers) can be achieved through proper management. This integration provides an opportunity for the organization to have a view of real performance against strategic goals and change in the innovative organization. Access to strategic and timely information is essential for making correct and critical decisions to achieve this (Bach et al, 2019). To exchange such information and management priorities between different levels of operations using intelligent tools, dashboards can be very valuable and effective. Management dashboards are new software systems that help organizations enrich their goals using information and their analysis (Hashemi et al, 2017). Dashboards allow managers to define, monitor, and analyze key performance indicators to align goals and activities, visualize all organizational activities, and create a common display environment between goals and activities for effective and efficient decision-making (Nouri & Motadel, 2022). Dashboards help managers identify trends, patterns, and visual anomalies in the business, which is important for visual information design. Several different goals are expected from dashboards, including adaptability and consistency, planning and control, and communication (Amin et al, 2022). Dashboards are expected to improve decision-making by enhancing cognition and investing in human cognitive abilities. Hence, interest in dashboards has recently increased, as evidenced by the expansion and increase in dashboard solution providers in the market (Vergo, 2022). Considering the above, the main research question is: What is the HRM dashboard framework model? Theoretical framework Organizational dashboard Organizational dashboard is a tool rich in indicators, reports, and charts that operate dynamically so that managers can observe the organization's performance at any time (Dadseresht et al, 2020). Dashboards are business tools and include a set of performance indicators, key performance indicators, and other business-related information. Key performance indicators basically indicate the degree of success of the business in achieving the organization's strategic goals and are therefore subject to attention and review (Faramaezi et al, 2014). Productivity Productivity is the effective and efficient use of inputs and resources to produce or provide outputs. Inputs and inputs are resources such as energy, raw materials, capital, and labor used to create outputs or outputs, which are goods produced and services provided by an organization; in other words, productivity is obtaining the maximum possible profit by utilizing and optimally using labor, human power, talent, and skills, land, machinery, money, equipment, time, space, etc. in order to improve well-being (Torani & Aghaei, 2019). Barmaki et al, (2024) examined the factors affecting the design of the management dashboard framework with an emphasis on the components of human resource productivity. The research findings showed that after collecting data, conducting interviews, and conducting the Delphi method; the final model was classified into 4 main components, 15 dimensions, and 53 indicators. Among them, group dynamics and team spirit, motivations for success and talent assessment and completion of talent banks from employees, documentation and continuity in learning, creating motivation and success among employees with a weighted average of 4.9 are the most important factors identified. Mohmedi et al, (2024) studied the presentation of an organizational agility model in order to improve human resource productivity. The results in the qualitative section showed that there are 7 components and 52 indicators in the model. The components include 1- Causal factors (human and organizational factors); 2- Central phenomenon (organizational agility); 3- Strategies (agility strategy); 4- Context and facilitator (agility drivers); 5- Obstacles (human resource management challenges); and 6- Consequences (human resource productivity). The results in the quantitative section showed that human and organizational factors affect organizational agility and thereby improve the level of the organization's agility strategy and, as a result, employee productivity. The results also showed that agility drivers and challenges in human resource management affect productivity through agility strategy. Research Methodology The present research is applicable in terms of its purpose, and exploratory in terms of its data analysis process. The statistical population includes managers, vice presidents, supervisors, and heads of MAPNA Company, determined by a simple non-random method and the Cochran formula, with a sample size of 267 people; and the data collection tool is a researcher-made questionnaire validated through expert opinions and reliable with a Cronbach's alpha of 0.78; and structural equations were used to analyze the data. Research Findings SPSS and PLS statistical software were used to analyze the data. The results showed that individual factors affect organizational factors with a coefficient of (0.405) and a t value of (4.051), organizational factors affect managerial factors with a coefficient of (0.233) and a t value of (3.789), commitment affects managerial factors with a coefficient of (0.085) and a t value of (2.298), motivation and satisfaction affect managerial factors with a coefficient of (0.234) and a t value of (4.877), and managerial factors affect human resource productivity with a coefficient of (0.449) and a t value of (4.305); and the calculated GOF value is equal to 0.65, which indicates a strong fit of the model. Conclusion The present study was conducted with the aim of presenting a management dashboard framework model based on human resource productivity. The results of this study are consistent with the results of Barmaki et al, (2024), Mohmedi et al, (2024), Salgado et al, (2022), Nouri & Motadel (2022), Abbasi (2021), Vázquez-Ingelmo et al, (2020), Bach et al, (2019), Munthe et al, (2019), Hashemi et al, (2019), and Hashemi et al, (2018). Vázquez-Ingelmo et al, (2020) showed that these eight criteria: 1. Planning for human resources, 2. Organizing human resources, 3. Hiring human resources, 4. Human resources salaries and rewards, 5. Human resources safety and health, 6. Personal characteristics of the HR manager, 7. Management skills of the HR manager, and 8. Personal abilities of the HR manager are introduced as the most effective factors on decision-making processes in learning ecosystems. According to the results of the research, the following suggestion was made: In career development, by eliminating the slowness of repetitive tasks and operations, an attempt is made to give more variety to the job. Personal or career development is an ongoing process of assessing the educational needs of each individual and planning to meet these needs. This process helps employees to reflect on their knowledge, performance or success; and plan their personal and educational progress.

Abstract Abstract The purpose of the current research is to investigate the role of the perceived social responsibility of the company and the psychological mechanisms to achieve the employees' creative behavior in Electro Kavir Company of Yazd. The method of this study is applicable based on the purpose, and descriptive-survey in terms of data collection. The statistical population of this study included all employees of Electro Kavir Company in Yazd (380), among which 191 people were selected through simple random sampling as the sample size. The data collection tool in this research was standard questionnaires, the validity of which was confirmed using the opinions of a number of experts in this field, and Cronbach's alpha coefficient and composite reliability were used to determine the reliability of the measurement tool, and the analysis method used in this research was structural equation modeling technique. The findings showed that the perceived corporate social responsibility has a significant relationship with creative behavior of employees, emotional commitment, compassion at workplace and internal motivation of employees. Also, the variables of emotional commitment, compassion at workplace and internal motivation of employees have a significant relationship with creative behavior of employees. The mediating role of emotional commitment, compassion at workplace and internal motivation of employees in the relationship between perceived corporate social responsibility and creative behavior of employees was also confirmed. Therefore, according to the results of the research, it was found that by using the theory of social identity, the employees' understanding of the social responsibility of the Electro Kavir Company of Yazd increased the emotional commitment and compassionate actions of the company's employees, and this increased the effects of the internal motivation of the employees, and thus, the creative behavior of the company's employees increases. Extended Abstract                                           Introduction Today, in the dynamic business world, companies must promote creativity and innovation in order to remain competitive and stable in their industries, therefore both companies and employees are inclined to innovation and the personnel who, in order to achieve their goals, are aligned with the strategic goals of the organization are the most valuable employees, and their creativity is the basis of a company's success or failure and is considered as the most essential asset of a company; it strengthens the company's growth and increases its success and chances of survival and plays an important role in the company's performance (Audretsch, B. D., & Belitski, 2023; Fu et al., 2022: 1). And because employees are the main pillar of any organization, being creative and innovative of the organization depends on their creativity (Wang et al., 2019). Wang & Miao, (2015) showed in their research that creativity and innovation in organizational teams leads various processes of the organization to become more optimal, and influences the environment of the organization to implement creativity and innovation. Since creativity is important for organizational innovation and increases competitiveness, many researches have investigated individual and structural factors that may stimulate creative ideas in the workplace (Ganjaei & Hazrati, 2017:3). Therefore, as mentioned, the key to the success of many industries, including industries active in the electronics sector, is to provide creative products and services according to the different needs of customers, and since the creativity of employees creates competitive advantages for organizations, Electro Desert Yazd Company should also try to investigate the factors that increase the creative behavior of employees. Among the various results of scientists' research, the impact of employees' understanding of their company's social responsibility on employees' creative behavior has recently been the focus of researchers (Hur et al., 2018: 630). Therefore, in this research, the relationship between employees' understanding of the company's social responsibility and creative behavior of employees, as well as the basic mediation mechanisms of the three variables of emotional commitment, compassion in the work environment, and intrinsic motivation, which has not been addressed in any research so far, has been investigated and it tries to help the Empirical development in the literature. Therefore, this research in Yazd Electro Desert Company, which needs the creative behavior of employees to achieve a competitive advantage; tries to investigate whether the employees' understanding of the social responsibility of Electro Desert Company has increased the emotional commitment of the employees, and whether this increase in commitment has caused a compassionate behavior among the employees, and whether this has led to an increase in the internal motivation of the employees who want to behave creatively without external expectations. Theoretical Framework Creative behavior of employees Creativity is the use of mental ability to create a purposeful change in the social or economic power of the organization (Saleh & Brem, 2023). According to Anderson et al., (2014), creativity and novelty are the results of new ideas and improved tasks in the form of products and work processes, and employees of an organization should behave creatively in performing their role and extra-role tasks. Corporate social responsibility Corporate social responsibility is a way of management that organizations should perform activities that have a positive effect on society. In fact, Stuart and Salmon's attitude was based on the fact that they wanted to eliminate the negative effects of the organization on society and tried to change the attitude and behavior of consumers (Stuart, 1998). Fleming also pointed out that social responsibility is the responsibility of companies that companies should not have a negative impact on the social life in which they work. These duties include not polluting the environment; non-discrimination in hiring people; not engaging in unethical activities; Production of qualitative products and positive participation in the lives of people in society (Fleming, 2012). Emotional commitment Emotional commitment refers to a person's emotional attachment to the organization and its goals. In other words, emotional commitment is conceptualized as employees' emotional feeling of belonging to the organization, identification with it, and involvement and participation in the organization. People with strong emotional commitment did not leave the organization; because they like to be a member of the organization (Ahangary et al., 2016; Dziuron & Halaszovich, 2023). Compassion in the workplace Compassion in the workplace refers to a collective aspect, where people notice suffering among one or more colleagues, empathize with them, understand the cause of suffering, and finally take collective action to reduce suffering (Chatterjee et al., 2021: 2). Compassion can be described as a person's willingness to devote time and effort to the well-being of others (Chen & Liu, 2023). Intrinsic motivation Doing an activity in itself is called intrinsic motivation rather than the desire for external reward (Feiz et al., 2020: 149). Intrinsic motivation is defined as an individual characteristic in which a person has an internal motivation to achieve something for their own internal satisfaction, not for external benefits (Chen & Liu, 2023). Research Methodology Considering that, the present research sought to investigate the role of the perceived social responsibility of the company and psychological mechanisms (emotional commitment, compassion in the work environment and internal motivation) to achieve the creative behavior of employees in Electro Desert Company in Yazd city, it is practical in terms of the objective, and, descriptive-survey type in terms of the method of data collection. The statistical population of this research includes all the employees of Electro Desert Company in Yazd city, numbering 380 people, from which a sample size of 191 people was determined by using Cochran's formula. Of course, in this research, the method of obtaining the number of sample sizes in SmartPLS3 software, which uses the partial least squares technique, was also investigated; its method is such that the number ten is multiplied by the number of indicators of the measurement model, which has the most indicators among the measurement models of the main research model (Davari & Rezazadeh, 2014: 75). It should be mentioned that in the present study, the highest indicator is related to the variable of emotional commitment, which has eight items and ten times it, the number becomes 80, so the sample size is sufficient for the research model. The tool for collecting information in this research was standard questionnaires; and the questionnaire of perceived social responsibility of the company from the study of Su & Swanson, (2019); Questionnaire of creative behavior of employees from the study of Hur et al., (2018); Emotional commitment questionnaire from the study of Meyer & Allen, (1997); Compassion in the workplace questionnaire from the study of Cameron et al., (2004); and internal motivation questionnaire from the study of Hur et al., (2018) were used, the content validity of which was checked and confirmed by management professors and experts. Both divergent and convergent validity index and factor loadings were also used to check the validity; and the reliability of the research instrument was calculated and confirmed by two methods, Cronbach's alpha coefficient and composite reliability. Research Findings The analysis method used in this research to test the research hypotheses was the structural equation modeling technique, and the research findings showed that all the values ​​obtained for the fit indices are acceptable. The findings regarding the hypothesis test showed that the perceived social responsibility of the company has a significant relationship with Creative behavior of employees, emotional commitment, compassion in the work environment, and internal motivation of employees. Also, the variables of emotional commitment, compassion in the work environment, and internal motivation of employees have a significant relationship with the creative behavior of employees, and finally the mediating role of emotional commitment, compassion in the work environment, and internal motivation of employees in the relationship between the perceived social responsibility of the company and the creative behavior of employees was confirmed.. Conclusion The present study was conducted with the aim of investigating the role of the perceived social responsibility of the company and psychological mechanisms (emotional commitment, compassion in the work environment, and intrinsic motivation) to achieve the creative behavior of employees in the Electro Desert Company of Yazd. This research tried to investigate, according to the theory of social identity and self-determination, how the macro concept of social responsibility of Electro Desert Company can directly and indirectly affect the micro concepts, such as compassion, commitment, motivation and creative behavior of employees. Therefore, according to the results of the research, it was found that by using the theory of social identity, the employees' understanding of the social responsibility of the Yazd Electro Desert Company increased the emotional commitment and compassionate actions of the company's employees, and considering that a company with social responsibility, pays attention not only to It internal stakeholders, but to external stakeholders such as customers, society and even its environment, and works for their interests; therefore, such a company that prefers the interests of the whole over personal interests, causes employees to be encouraged, do not consider only their personal benefit, and find their job attractive and meaningful to help the society; and this strengthens their internal motivation, and they don't need external rewards to be motivated; thus, the ethical participation and social responsibility of Yazd Electro Desert Company instills a sense of respect and trust among the employees, and by using the self-determination theory, it in turn has a positive effect on the internal motivation of the employees, and thus, the creative behavior of the employees of this company increases.  

Abstract Extended Abstract
Abstract
The purpose of this study is to provide a structural model of the role of brand love in the impact of marketing stimuli on customer satisfaction. This research is applicable in terms of purpose, and survey in terms of collection method. The statistical population of the study consisted of customers of Kaleh Company in Mazandaran and Gilan provinces. The sample size of the research was determined based on Cochran's formula of 384 people and the available sampling method was used., standard questionnaires of marketing motivations of Hassanzadeh and Rezvani (2016), customer satisfaction of Garmels and Guiner (2000) and love of brand of Chow and Fiore (2015) were used to collect data. In order to analyze the data, the structural equation technique with Lisrel statistical software and Spss software were used. The research findings showed that the components of marketing stimuli were product stimulus, pricing stimulus, distribution stimulus and promotion stimulus, and respectively had the greatest effect on customer satisfaction. The results showed that marketing incentives affect customer satisfaction directly and indirectly. Love for the brand has a mediating role in the effect of marketing incentive elements on customer satisfaction.
Introduction
Brands play a pivotal role in consumer behavior, and making strong relationships between customers and their chosen brands has a tremendous impact on customer behavior and brand preference. Creating such strong relationships at times leads to the formation of deep emotional bonds and ultimately love toward the brand. Creating and strengthening strong emotional bonds turns customers into staunch advocates for the brand, resulting in huge investment capital for the company (Hajibabaei & Esmailpur, 2019). Nowadays, the successful companies try more than ever to take a step toward the improvement of the stable competitive advantage . The first and foremost function of competitive advantage is to ensure the survival of the organization. When an organization ensures its survival by relying on competitive advantage, then it can follow the path of success to growth (Ermaya & Wibowo, 2020). Analyzing the behavior of buyers and customers in the marketing process is a key point in developing marketing strategies. In the process of analyzing customer behavior, marketing professionals focus on the customer decision process. The important part of this mental process is related to the external and internal stimuli of the person (or internal and external incentive). The most important external incentives are advertising and other promotional methods such as discounts and price changes that have been developed in the strategic marketing plan. Measuring these motivators for marketing professionals plays a helpful role in evaluating the effectiveness of marketing strategies (Sakifard & etal, 2019). Such motivators form the intention of buying to the customer; and if it continues, it will lead to customer satisfaction (Kootenaie & Kootenaie, 2021). Examining different dimensions of consumer behavior can help researchers to identify the reasons why customers want to buy. One of the elements that affect customer satisfaction and re-purchase intention is love for a particular brand. Robert (2005) states that brand love expresses the strongest emotional bond between the consumer and the brand (Rezaei Hajiabadi & etal, 2021). Brand love can act as a stimulus for consumers to develop and maintain close relationships with companies. Marketing has used love as a structure that shows consumers' strong emotional attachments to the love of objects, whether a brand or a product or a service (Cossío-Silva & etal, 2016). This research seeks to design a model that establishes a relationship between marketing incentives available to Kaleh Company and brand love with customer satisfaction (and ultimately the consequence for Kaleh Company is to increase competitiveness and create a strong brand). Therefore, in this study, the effect of marketing stimuli and brand love on customer satisfaction has been investigated. In this study, an attempt is made to answer the question that if marketing stimuli on customer satisfaction with the mediating role of brand love in the branches of Kaleh Company in Mazandaran and Gilan provinces have a significant impact.
Theoretical literature
Brand love is the degree of emotional attachment that a satisfied customer has to a particular brand. In the other word, when a brand acts in such a way that is able to satisfy the real and tangible needs of the other party, it can be interpreted as love and thus the concept of brand love gradually entered consumer research (Palusuk & etal, 2019).
Marketing incentives are a set of marketing activities that companies do to meet the needs of their target markets as best as possible (Chang & etal, 2019). After selecting a target market, marketing managers must develop a systematic plan for selling to customers and building long-term relationships (Li, 2020).
Researchers consider customer satisfaction to be a psychological feeling that results from comparing the product specifications received with the needs and wants of customers and the social expectations regarding the product. According to the definitions in explaining satisfaction, three conditions are necessary: ​​First, expectations must be formed. The formation of evaluations is the second condition, and the third condition is that expectations and evaluations allow direct comparisons to be made (mirzaee Azandariani & Arya, 2020).
Song & Kim (2022) conducted a study entitled The Impact of Social Media Marketing on the Value of Luxury Brands: The Dual Impact of Brand Satisfaction and Brand Love on Word of Mouth Loyalty Intentions and Attitudes. The statistical population consisted of e-shop customers in China. The research method was correlative, and the sampling method was voluntary. The results showed that social media marketing on the value of luxury brands and brand satisfaction and brand love have a significant effect on word of mouth loyalty intentions and attitudes.
Choi & et al (2022) conducted a study entitled The Impact of Customer-Based Company Reputation on Customer Interaction Behaviors: Customer Satisfaction and Brand Love as Intermediaries and Industry as Modifier. The statistical population of customers was service companies in Tokyo. The research method was descriptive-survey, and sampling method was random simple. The results showed that company reputation, customer satisfaction and brand love had a significant effect on customer interaction behaviors and the type of industry had a moderating role in this regard.
Pallikkara & et al, (2021), conducted a study entitled: The Impact of Marketing Incentives on Repurchase Intent; The Mediating Role of Customer Satisfaction. The statistical population was the customers of UK banks. The research method was descriptive-correlative and the sampling method was random simple. The results showed that marketing stimuli of customer satisfaction have a positive and significant effect on the intention to repurchase.
Methodology
The research method is descriptive-correlational in nature, and applied in terms of purpose. The statistical population of the study consisted of customers of Kaleh Company in Mazandaran and Gilan provinces. The sample size of the research was determined based on Cochran's formula of 384 people and the available sampling method was used. For data collection, standard questionnaires of marketing stimuli (Hassanzadeh & Rezvani, 2016), customer satisfaction (Gremler & Gwinner, 2000) and brand love (Cho& Fiore, 2015) were used.
Discussion and Results
The results of the first hypothesis showed that the effect of marketing stimuli on brand love was equal to (0.69) which shows that the correlation is favorable. The t-test of the test was obtained (7.67) which is more than the critical value of t at the level of 5% error; (1.96) and shows that the observed correlation is significant. The results of the second hypothesis showed that the effect of brand love on customer satisfaction was calculated equal to (0.76), which shows that the correlation is favorable. The t-test of the test was obtained (8.72) which is more than the critical value of t at the level of 5% error; (1.96) and shows that the observed correlation is significant. The results of the third hypothesis showed that the effect of marketing stimuli on customer satisfaction is equal to (0.42) which shows that the correlation is favorable. The t-test of the test was obtained (5.40) which is more than the critical value of t at the error level of 5%; (1.96) and shows that the observed correlation is significant. The results of the fourth hypothesis showed that the power of direct effect of marketing stimuli on customer satisfaction is equal to (0.42). Indirect effect of marketing stimuli on customer satisfaction is calculated equal to (0.52) provided that there is a mediating variable of brand love. Due to the fact that the effect of direct path is less than indirect paths, therefore, the existence of the mediator variable of love for the brand increases the power of influence and the mediating role of the variable of love for the brand is confirmed in the present hypothesis.
Conclusion
The power of the effect of marketing stimuli on brand love is calculated equal to (0.69) which shows that the correlation is favorable. Therefore, paying attention to the brand and increasing its value by Kaleh Company plays an important role in improving branding and brand love. Love and affection for the brand is one of the components that can lead to attracting more customers for the company. The more the customer's love and interest in the brand, the more loyalty to the brand and the more word of mouth advertising at the end. The use of promotional incentives to increase customer information and even advertising in bringing the brand closer to the interests of the consumers has a significant impact. These results are consistent with the findings of (Bauer & etal, 2020) and (Hajibabaei & Esmailpur, 2019).
The strength of the effect of brand love on customer satisfaction is calculated to be equal to (0.76), which indicates that the correlation is favorable. Carroll & Ahuvia (2006) and Unal & Aydin (2013) in their research concluded that the more customer love for the brand, the more verbal advertising customers about the brand (Khalighi, 2020). This means that love for the brand will encourage the customer and will lead to their satisfaction. Such a level of satisfaction will create loyalty in them. These results are consistent with the findings of Song & Kim (2022) and Choi & et al (2022).
The effect of marketing stimuli on customer satisfaction is calculated to be equal to (0.42), which indicates that the correlation is favorable. Providing the best possible value to customers is undoubtedly vital for Kaleh Company in the current competitive market. As long as the company offers quality products to customers, customers are satisfied with receiving such products and this customer satisfaction leads to their commitment to purchase services (Chang & et al, 2019). On the other hand, improving the quality of products and paying attention to customer tastes is another important marketing stimulus that plays an important role in improving customer satisfaction. These results are consistent with the findings of Sheikhesmaeili & et al (2021) and Pallikkara & et al (2021).
The indirect effect of marketing stimuli on customer satisfaction in the presence of the mediating variable of brand love is equal to (0.52). Marketing incentives motivate customers to reuse products, and this directly and indirectly leads to customer satisfaction (Fahimi, 2020). This can be examined from different angles. When Kaleh Company tries to introduce its products to its customers based on its promotional advertisements or when it uses pricing strategies to acquire and maintain its market, it tries to design its marketing stimuli in such a way that customers fall in love with this brand. Matching the company's products and services with customers' tastes will create pleasure and two-way communication between the brand and the customer. These results are consistent with the findings of Shafieih (2018) and Aghajani (2020).
In this regard, it is suggested that the marketing managers of Kaleh Company can create a better association in the customer's mind by using a better image, scent, sound and symbol. In this regard, reference groups can be used to increase brand love. Providing more and more up-to-date services can increase customer satisfaction and loyalty as much as possible. By identifying the customer's wishes, aspirations, ideals and dreams and fulfilling them, the customer's interest in Kaleh Company can be increased. Responding quickly to customer requests and listening to their conversations can make them feel important and Increase their interest in the company. The use of nostalgia can evoke positive memories and increase the realization of the customer's love for the brand. To ensure that customers are in constant contact with them, company managers must adopt clear policies and procedures.

Abstract Abstract
In today's global competition, choosing suppliers, increasing relationships with suppliers, and developing collaborative and sustainable relationships with them to reduce costs and increase flexibility against market changes is necessary and difficult. The present study aims to design a model for ranking suppliers and allocating the optimal number of purchases of sugar beet from the suppliers. The statistical population of the research is experts and specialists in the field of supplier selection at Torbat-e Heydarieh Sugar Company whose number is about 10 people based on proficiency, authority, and skills. The research method of this study is quantitative based on nature, and applicable based on purpose. In this research, to identify the basic criteria for the selection of suppliers, theoretical literature and experts' opinions have been used, and the method of the Analytic Hierarchy Process has been used to rank suppliers. In addition, to allocate the optimal order amount to each of the suppliers, the integration of the Goal Programming model with the Analytic Hierarchy Process has been used. The results of this research show that how Torbat-e Heydarieh Sugar Company can allocate optimal order amount to any of the suppliers by prioritizing them and also by examining the different parameters, according to the capacity of suppliers, and determine how the studied companies purchase their desired raw materials from suppliers to achieve the desired relative and strategic advantage.
Extended
Introduction
The issue of supplier evaluation and achieving sustainability in the supply chain is one of the important components of supply chain management because suppliers play an important role in creating sustainability in the supply chain, which means achieving social, environmental, and economic goals and ultimately the success of the company. As much as the selection of suitable suppliers is effective in reducing costs and increasing the competitiveness of companies, the selection of inappropriate suppliers can also degrade the financial and operational position of companies (Baroto et al., 2022; Soheilifar and Falah Lajimi, 2019). The process of selecting suppliers is the most important factor in the effective management of the modern supply chain network because it helps in achieving high-quality products and customer satisfaction. Also, the performance of the supplier plays a key role in price, quality, delivery, and service in achieving the goals of the chain (Mohammed  et al., 2021; Tavakolian et al., 2020).
Currently, the way to supply raw materials and evaluate suppliers in the supply chain is one of the challenges that organizations face for more profitability. Because of the ever-increasing number of suppliers due to the creation of competitive conditions, organizations need to develop a suitable methodology for evaluating and selecting suppliers as well as evaluating their performance to successfully reduce costs and increase the quality of services and products (Rashidi Komijan and Masoudifar, 2021).
On the other hand; if the supplier cannot deliver the orders on time and with the required quality and reliability, issues and problems will arise in meeting the demand of the seller's customers and ultimately lead to customer dissatisfaction (Ha & Krishnan, 2008). A supplier that fails to deliver a guaranteed and sufficient product to the seller on time will result in customer loss (Gupta & Barua, 2017). Therefore, choosing a supplier is of considerable importance. During the process of choosing a supplier, especially in a competitive environment, it is very important to buy from a supplier who can meet the most criteria such as material quality, on-time delivery, etc. The current research aims to provide a multi-stage and consistent approach for selecting and ranking effective factors and providing a model for the best purchasing situation using the Goal Programming method, which initially identifies the effective criteria for the evaluation and selection of suppliers and the desired criteria using the hierarchical analysis method, then the important suppliers of Tarbat-e Haidarieh Sugar Company have been ranked and finally, the optimal amount of purchase from suppliers has been allocated using the AHP-GP mixed model.
Theoretical framework
Rashidi Komijan and Masoudifar (2021) in a research titled "Mathematical model for evaluating suppliers and purchasing spare parts" showed that determining the group for each part according to the two dimensions of supply risk and criticality of the part is a suitable management tool for equipment supply management, and the use of the zero and one planning model is a suitable method for allocating orders in the field of spare parts, and the structure and components of the objective function and restrictions can be changed according to the type of organization.
Firouzi & Jadidi (2021), in research entitled "Multi-objective model for supplier selection and order allocation problem through fuzzy parameters", presented a fuzzy multi-objective model for the supplier selection problem and have created a weight additive function to convert the fuzzy multi-objective model into a single objective fuzzy model that can effectively consider the preferences of decision-makers. Then, a separation method was used to solve the single-objective model with fuzzy parameters (Firouzi & Jadidi ,2021).
Naqvi & Hassanzadeh Amin (2021) have written an article titled "Supplier selection and order allocation: a literature review." In this research, the articles conducted in the field of supplier selection have been reviewed, and the scope of the problem has been examined in three subcategories, including literature models, deterministic optimization models, and uncertain optimization models.
Methodology
This research is applied based on the purpose, and descriptive-survey based on the nature and method of research. Data collection has been done through interviews and distribution of questionnaires among senior and middle managers and experts involved in the purchase of beet sugar of Torbat-Haidarieh sugar factory. Also, through library studies and the use of references and sources related to the topic, the materials and topics related to the discussion have been extracted and used in the present research. The aim of this study is to provide a multi-stage and consistent approach to select the effective factors, rank them, and then provide a model for the best purchase situation using the Goal Programming method. This methodology can be divided into two main phases: the first phase includes the determination of quantitative and qualitative criteria and the use of an Analytic Hierarchy Process to weigh the criteria and options, and the second phase includes the identification of goal and systemic limitations and combining the results of the first phase with the Goal Programming method to allocate the optimal order amount to each supplier. The softwares used in this research were Expert Choice and Lindo 6.01.
Discussion and Results
The purpose of this research is to provide a framework for the analysis and selection of suppliers of raw materials for Torbat-Haidaryeh Sugar Joint Stock Company. Therefore, this research provides a framework that determines the optimal combination of suppliers according to multiple quantitative and qualitative goals and takes into account system limitations so that the maximum possible value is achieved according to the opinions of experts and specialists of the company. One of the features of this research and the combined model is the possibility of considering the weight of decision-makers. This is important because the decision-making committee may include different members, each of whom has different positions in the organization. By accepting the assumption that different positions are the result of knowledge, experience, work records, etc., the executive director as the person in charge of the decision-making committee can compare the members of the committee in pairs, and finally, the weight of the decision-makers is obtained by calculating the special vector of the matrix. Then the next calculations will be influenced by the weight of the decision-makers. In this study, the factors influencing the selection of suppliers were first identified using literature and experts' opinions. Then these criteria and sub-criteria were prioritized using the AHP method. After that, each of the suppliers was rated for each criterion and also for all sub-criteria. In the next step, using the Goal Programming method, the optimal amount of order allocation to each supplier was determined, and according to the results of the research, the largest amount of purchase allocation should be made from Razavi Agricultural Company; Islamabad and Khezri Agricultural Company in the second place, and Marghzar Farmers’ Cooperative Company were ranked third according to the number of orders. Among the other advantages of this model, it can be mentioned that this model includes multiple criteria (quantitative and qualitative) such as grade, quality, timely delivery, etc. in the evaluation and selection of suppliers so that the optimal value according to the Goal limitations is allocated to selected suppliers.
Conclusion
According to the results of this research, at first, the effective components on the evaluation of suppliers were extracted based on the opinion of experts and theoretical foundations. After that, these components were prioritized. After prioritizing these components, all suppliers were evaluated based on these components. Finally, after prioritizing the suppliers based on these components, the optimal allocation of orders from suppliers was determined for each supplier. Among the evaluation components, shipping cost is one of the factors influencing the order (Gergi̇n et al., 2021; Jiang et al., 2018; Adalı & Işık, 2017) and most companies are formed near raw materials to bear the least excess cost. (Khan et al., 2016).
 Also, companies are generally looking for suppliers who can be more compatible with these companies in terms of conditions (Hadian et al., 2020; Gergi̇n et al., 2021), but in some situations, such as the lack of primary goods and the presence of strong competitors, the supplier gets a higher bargaining power and in this situation, the company has to adapt reluctantly to the supplier's conditions (Mohammed et al., 2021). In this situation, companies may have financial requests in the implementation of the contract (Öztürk & Paksoy, 2020). The more financially powerful the suppliers are and the more they can supply, the more they can change the conditions in their favor. On the other hand, the fewer competing companies in the market, the more companies can choose their suppliers with better conditions (Taherdoost and Brard, 2019). Governments can push companies to buy more products from suppliers by giving subsidies. However, companies tend to buy from suppliers with higher quality products (Rezaei et al., 2014; Adalı & Işık, 2017).
The higher the quality of the products, the more companies look for the products of these suppliers (Fei et al., 2019). On the other hand, one of the most important factors for sugar beet companies is the grade of this product, and the companies have understood very well that products with higher grades lead to more profit for these companies; therefore, they are looking for buying quality products with suitable quality. Reassuring factors are among the factors that are of great importance in the process of supplier evaluation and selection. Suppliers whose delivery is fast and on time are more important for companies (Jain et al., 2018; Arabsheybani et al., 2018); because if the delivery time is inappropriate, it may cause problems for the company's production. In addition, suppliers who have stable delivery guarantee the future of the company's production (Hadian et al., 2020), and these suppliers are considered strategic partners of the company and are generally much easier adapt with the Companies' conditions to conclude a contract (Szmelter-Jarosz, 2020).
The company should support its loyal suppliers and not leave them alone in critical situations, and the contract between the two should be designed in such a way that the risk is shared between the supplier and the company to create confidence on both sides of the transaction (kabgani & shahbandarzadeh, 2019; Junior et al., 2014).
 Due to the fact that in this research, the mentioned cases have been investigated, therefore, this research is in accordance with the research conducted in terms of using the mentioned variables. In this section, according to the results of the research and in line with expanding the scope of the dynamic problem of supplier selection and order amount allocation, it is suggested that from now on, using the results of this research, the selection of suppliers in this company to be done every year by systematically and scientifically collecting the information required by the models, and establish a marketing strategy related to the suppliers who have obtained high ranks in this research.
 Also, considering that the conclusion of the initial contract is the responsibility of the company's inspectors; a list of factors affecting the selection of suppliers based on the set priorities has been provided to each of the inspectors to identify the suppliers based on it and proceed to the final negotiations. After the ranking, it was found that the sugar beet quality criterion has a very important priority among the factors. Therefore, it is suggested that sugar production companies use the quality determination device (Betalyzer) to determine the quality of beet sugar.
 

Abstract Abstract
This study was conducted with the aim of investigating the effect of reducing customer confusion in choosing domestic automobile manufacturers' brands, based on brand quality and brand experience. The research method is applicable in terms of its purpose, quantitative in terms of implementation method, and descriptive-correlational in terms of nature and method. The statistical population of the study consisted of sales and marketing managers of domestic automobile manufacturers such as Iran Khodro and Saipa Zamyad in Tehran. Due to the lack of accurate statistics on the number of incoming tourists, the Cochran formula was used for an unlimited population to determine the sample size, estimated at 384 people. A standard questionnaire based on a 5-point Likert scale was used to collect research data. The content validity of the tool was confirmed by specialists and experts, and Cronbach's alpha and composite reliability methods were used to measure the reliability of the tool. By distributing the questionnaire, the validity of the instrument was measured with three methods: construct validity (external model), convergent validity (AVE), and divergent validity. The AVE value for all variables should be greater than 0.5. SPSS and PLS software were used to analyze the data. The research findings show that brand quality, brand experience, customer satisfaction, and addressing this confusion and providing solutions to reduce it can help improve the shopping experience of domestic automobile manufacturers' customers and increase their satisfaction.
Introduction
Today, the automotive industry is one of the key and vital industries in every country. With the rapid growth of technology and continuous changes in customer needs and demands, domestic automobile brands are facing serious challenges in attracting and retaining customers. Customer confusion, as a psychological phenomenon, can have a negative impact on customer purchase decisions. Customer confusion in choosing domestic car brands is a serious problem that can have a negative impact on purchasing decisions. By identifying the dimensions and components of this confusion and applying appropriate solutions, such as training and information, improving the user experience, providing quality after-sales services, and using modern technologies, the current situation can be improved. Ultimately, these measures can lead to increased customer satisfaction and strengthening their loyalty to domestic brands. (Karadayi-Usta, 2025).
Customer confusion is one of the important challenges in today's competitive markets (zeinalitajani et al., 2025). This concept refers to a situation where the customer, when faced with multiple options and extensive information, is unable to correctly interpret the features and benefits of products and his decision-making is delayed or erroneous. Confusion can be caused by a wide variety of brands, similarity of features, contradictory advertising messages and information overload, and ultimately negatively affect customer satisfaction, trust and loyalty. Reducing this confusion helps customers make faster and more confident decisions and increases the value of the shopping experience (baniasadi et al., 2025).
In the automotive industry, due to the complexity of technical features, the wide variety of models and extensive competitive information; the likelihood of customers encountering information overload or similarity between brands increases. In addition to increasing decision-making stress, this situation can undermine customer trust and reduce the perceived value of the brand, which ultimately has a negative impact on the final choice.
Brand quality is one of the determining factors in choosing a car. Brand quality is defined as one of the key factors in consumer decision-making, beyond the characteristics of the product or service; and includes the customer's perception of performance, durability, service, and brand reputation. Brand quality plays an important role in building trust, increasing satisfaction, and reducing decision conflict, and can reduce the effect of confusion (fereydouni et al., 2024). Research has shown that brands with high perceived quality encourage customers to make more confident choices and have a more positive experience, and in the long run, increase brand loyalty and equity (doroudi et al., 2024).
Customer confusion not only leads to delay in decision-making, but can also affect customer loyalty to the brand; therefore, reducing this confusion by increasing brand quality and enhancing brand experience can lead to more confident and satisfying customer choices. Hence, the researcher's concern led to the question: what is the effect of reducing customer confusion in choosing domestic automaker brands based on brand quality and brand experience?
Theoretical foundations
Customer experience
Customer experience, as a key concept in marketing and customer management, was first introduced as a set of customer perceptions and emotional, cognitive and behavioral reactions in interaction with the brand. Research shows that customer experience goes beyond mere satisfaction and includes all touchpoints or points of contact of the customer with the business (Kronheim et al., 2024). Every interaction, whether viewing a product, browsing a website, the purchase process, after-sales service or contacting support, can create a positive or negative experience for the customer that has a direct impact on his future purchasing behavior and loyalty (Gahler et al., 2023).
Brand quality
Brand quality, as one of the most important elements in brand management and consumer behavior, is a concept that has been considered in the marketing and strategic management literature for decades (Sugianto et al., 2022). This concept goes beyond the technical quality of a product or service and refers to the consumer's perception of the value, credibility, and effectiveness of the brand. In other words, brand quality not only includes tangible product features, such as durability, performance, and reliability, but also intangible dimensions such as brand credibility, customer loyalty, and overall brand experience (Ismail, 2025).
Baniasadi et al. (2025) investigated "The Mediating Effect of Customer Experience Variable on Reducing Customer Confusion in Corporate Banking: A Mixed Research Approach". After extracting the required data, the researchers presented their paradigm model in the form of 6 main dimensions and 27 sub-dimensions by analyzing the data and using open, axial, and selective coding. The goal of corporate banking is for a company to be able to receive all financial services in a fast and effective way, so that instead of providing limited services to a large number of customers, which leads to increased bank costs and prevents customization of the services provided, it can provide extensive and special services to its highly valued customers to reduce operating costs and increase the bank's long-term productivity. The result showed that consumer confusion has an impact on customer experience.
Ghasemi Naji (2024) studied "Customer experience, customer relationship management and service quality with the mediating role of customer satisfaction on customer profitability and loyalty". The results showed that 6 hypotheses were confirmed at a 95% confidence level, and 2 hypotheses were not confirmed. Customer experience with the mediating role of customer satisfaction has a positive and significant effect on customer loyalty of Kowsar Insurance in Gilan Province. Customer relationship management with the mediating role of customer satisfaction has a positive and significant effect on customer loyalty of Kowsar Insurance in Gilan Province.
Research Method
The present study is applicable in terms of purpose, and descriptive-analytical in terms of method. Library and field methods were used to collect data. The statistical population of the study was formed by sales and marketing managers of domestic automobile manufacturers such as Iran Khodro and Saipa Zamyad in Tehran. Due to the lack of accurate statistics on the number of incoming tourists, the Cochran formula was used for an unlimited population to determine the sample size, and the sample size was estimated at 384 people. The sampling method was simple random sampling. A questionnaire was used to collect field data. The reliability of the questionnaire was measured by calculating Cronbach's alpha and calculating the composite reliability coefficient (cr). The value of Cronbach's alpha and the composite reliability coefficient for each variable are between zero and one, and if the value obtained is higher than 0.7, the questionnaire has appropriate reliability. The results of the Cronbach's alpha and composite reliability of the questionnaire confirm the appropriate reliability of the questionnaire used.
Research findings
The research findings showed that improving the quality of brand information, promoting brand quality, and creating a positive brand experience play a significant role in reducing customer confusion in the selection process. The results of path analysis indicate that reducing customer confusion directly increases their satisfaction, and this satisfaction in turn leads to strengthening positive word-of-mouth. Brand quality also has a positive and significant effect on customer satisfaction and can improve their perception of the brand. In summary, integrated management of brand information and quality, along with a focus on brand experience, pave the way for more informed customer decision-making and desirable behavioral outcomes for the brand.
Discussion and Conclusion
The results of the study showed that brand information has a positive and significant effect on reducing customer confusion. The positive path coefficient and the value of the T-statistic indicate a direct and significant effect of this variable. This finding is consistent with previous research; for example, Baniasadi et al. (2025) have stated that providing clear and accurate information to customers plays an effective role in reducing confusion and improving decision-making. Also, Ghasemi Naji (2024) showed that comprehensive and reliable information increases the customer's ability to process options and make informed choices. Based on these results, it can be said that improving the quality and transparency of brand information is an effective tool for managing customer confusion.
Brand quality also had a positive and significant effect on reducing customer confusion. The results showed that customers evaluated brands with high perceived quality more easily and made decisions faster. This finding is consistent with the studies of Ismail (2025) and Prabowo et al. (2023) that brand quality increases trust, reduces ambiguity, and reduces customer decision conflict. In general, brands that provide consistent messages and reliable quality have the ability to reduce customer confusion, which directly affects their informed choice and final satisfaction.
Brand experience or customer experience also plays an important role in reducing confusion. The results showed that a positive customer experience simplifies the information processing process and makes customer choices clearer. This finding is consistent with the studies of Kronheim et al. (2024) and Roustaee Gholpaygani et al. (2023) who state that brand experience includes emotional, cognitive and behavioral interactions of the customer and that a positive experience reduces conflict and confusion in decision-making. Therefore, designing an optimal brand experience is the key to reducing confusion and increasing customer satisfaction.
The results of the study showed that customer satisfaction has a positive and significant effect on reducing confusion. Satisfied customers, with greater trust in the brand and its information, are less confused and have more confident decision-making. This result is consistent with the research of Khanzadeh (2024) and Behera et al. (2024) that customer satisfaction, as a mediating factor, facilitates the shopping experience and information processing and strengthens customer loyalty behavior. Therefore, improving customer satisfaction is one of the most important strategies for reducing confusion and increasing the effectiveness of brand strategies.

Abstract Abstract The present study aims to investigate the role of demand management strategies in company sustainability and company performance with the mediating role of supply chain sustainability. This research is applicable in terms of purpose, and descriptive survey in terms of data collection. The statistical population of this research includes all the managers of the companies that distribute livestock inputs in the country (300 people), the census sampling method is available, which is obtained by using a questionnaire, which includes four dimensions of supply chain sustainability, demand management strategies, company sustainability and the performance of the company. Hypotheses were tested using structural equation modeling method based on partial least squares method, and data analysis of this research was done using Smart PLS version 3 software. The results show that demand management strategies affect the sustainability and performance of the company. It was also found that the stability of the supply chain affects the stability of the company. The mediating role of supply chain sustainability on demand management strategies and company performance was proved. Introduction The issue of performance has made researchers and users think for years. In the past, commercial organizations only used financial indicators as a performance evaluation tool. But in the recent years, broader definitions have been proposed in this field; some researchers defined performance as work results, because it has the strongest link with financial goals and revenues, some others consider performance only as the results obtained and another groups consider it a behavior (Rezaian fardoie et al, 2023). It seems that the new definitions are more consistent with the performance of companies, because the emerging eras in the current time not only help companies in terms of performance, cost reduction, increased transparency, sustainability and efficiency (Iqbal et al, 2021), rather, companies should try to create stability and homogenization of the demand for their products and services, considering sustainability as a necessity, today a sustainable service is able to meet customer demands without any destructive impact on the natural and social environment. Therefore, companies should try to provide profitable products and services continuously, this will help the sustainability of the company (Rajani et al, 2022). One of the factors affecting the sustainability of the company is the stable demand for the products. Companies can influence the demand through demand management strategies, which is one of the important aspects of achieving the desired results (Iqbal et al., 2021). In fact, demand management strategies, along with supply chain stability, try to reduce supply chain challenges and disruptions, these disruptions have serious consequences in the financial affairs, market and operational performance of the company (Ebrahimi et al, 2021). Therefore, this research seeks to answer the question: does the demand management strategy affect the sustainability and performance of the company with the mediating role of supply chain sustainability? Theoretical framework Company performance Organizational performance includes the actual outputs and consequences of an organization's activities, measured in comparison with inputs. In other words, organizational performance refers to how the organization's missions, tasks, and activities are performed, along with their results (Muzammil, 2022). Corporate sustainability:  Corporate sustainability is an approach aimed at creating long-term value for the organization's stakeholders through an environmentally friendly business strategy. In this approach, it is tried to focus on economic, cultural, social, environmental and moral dimensions. Also, long-term goals should not be sacrificed to achieve short-term goals. (Ashrafi et al, 2020) Demand management strategies: They are strategies that influence and control the way of managing demand, how to monitor and manage customer demand. These strategies include understanding what your customers want, as well as the plans necessary to meet those demands. These strategies help you plan and manage future demand and make sure you take the right actions to meet it (Mariano-Hernández et al, 2023). Supply chain sustainability: Supply chain sustainability is the impact that a company's supply chain can have in promoting human rights, fair labor practices, environmental progress, and anti-corruption policies. There is a growing need to integrate sustainable choices in supply chain management (Anindito, 2021). Salimi (2024) in a research conducted under the title of investigating the relationship between performance on company sustainability and cost of capital by explaining the mediating role of company risk on companies listed in the Tehran Stock Exchange, reached the following results: the results indicate that there is an inverse significant relationship between the performance and sustainability of the company with the cost of capital. Also, the mediating role of risk in the relationship between the performance and sustainability of the company and the cost of capital was confirmed. Also, this research determined that there is a significant relationship between the performance and sustainability of the company. Rajani et al, (2022) in a research titled the role of demand management strategies in the sustainability of the service industry and the impact on company performance: using the structural equation modeling approach in the geographical region of India, have reached the following results: green human resource management practices (Human Resource Management) can help organizations align their business strategies with the supply chain and sourcing environment. Also, the results show that hiring and training based on green human resources have significant effects on the sustainability of the supply chain and sourcing. This means that in order to achieve sustainability, human resource managers must prioritize environmentally friendly sourcing. This knowledge should be transferred to the employees hired during the recruitment process. Research methodology The current research aims to investigate the role of demand management strategies in company sustainability and company performance with the mediating role of supply chain sustainability. This research is applicable in terms of purpose and descriptive survey in terms of data collection. Hypotheses were tested using structural equation modeling method based on partial least squares method and data analysis of this research was done using Smart PLS version 3 software. The tool used to collect data is a standard questionnaire. The statistical population of this research includes all the managers of livestock input distribution companies (300 people), the census sampling method is available. The findings of this research show a significant relationship between demand management strategies on sustainability and company performance. The questionnaire of this research is taken from the researches of Agyabeng-Mensah (2020) in the field of supply chain sustainability, Rajani et al, (2022) in the field of demand management strategy, Saunila et al, (2022) in the field of company sustainability, Zhang et al, (2019) ) in the field of company performance, and 5 options are used from the Likert scale. This questionnaire includes questionnaires of supply chain sustainability (3 questions), demand management strategies (4 questions), company sustainability (3 questions), company performance (6 questions); each of which has its own subcategories, and the validity of the questionnaire was confirmed by 30 experts. and its reliability was calculated by CVI and CVR method; the CVI value of the above questionnaire is 85%, and the CVR value is equal to 51%. The results of data analysis were done through the structural equation model by SMART PLS version 3. Research findings The results show that according to the obtained t, it can be concluded that demand management strategies have an effect on sustainability (7.557) and company performance (16.315). It was also found that the stability of the supply chain affects the stability of the company. The mediating role of supply chain sustainability on demand management and sustainability strategies (with a value of 0.439) and company performance (with a value of 0.352) was proved. Conclusion: The results of research hypotheses using the structural equation model showed that supply chain sustainability plays a partial mediating role between the impact of demand management strategies on both sustainability (0.439) and company performance (0.352). Also, demand management strategies affect the sustainability of the supply chain. According to the results, the value of t in the model of the role of demand management strategies in the stability of the company with the mediating role of supply chain stability is equal to 63.993 and in the model of the role of demand management strategies on the performance of the company with the mediating role of supply chain stability is equal to 61.054, which is higher than the value of 1.96, and at the 95% confidence level it can be said that demand management strategies have a significant effect on both sustainability and company performance. The results of many previous researches confirm this issue (Rajani et al, 2022, Govindan et al, 2020, Bag et al, 2021). Govindan et al, (2020) has addressed the topics of demand management and supply chain sustainability, Bag et al, (2021) to supply chain sustainability on performance, and Rajani et al, (2022) the supply chain strategies on the sustainability of the company. In order to increase the sustainability of the company, it is suggested to the government to put more emphasis on environmental sustainability, social sustainability and economic sustainability, and give incentives in this field to industries and importers. In order to increase the company's performance, managers should have a special focus on financial ratios such as return on assets, return on equity, and net profit. Also, these managers should be sensitive to marketing and sales indicators such as sales growth and manage it properly.

Abstract Abstract
The purpose of the current research is the application of blockchain with a comparative approach of its effect on risk, flexibility and evaluation of internal control. This research is applicable in terms of purpose, and descriptive-analytical in terms of method and data collection method. The statistical population includes managers, senior experts, and employees of the Iranian Auditing Association and audit institutions, among which 306 people were obtained based on Cochran's formula. The validity of the questionnaire was confirmed using the content validity method. Cronbach's alpha coefficient was calculated to evaluate the reliability of the questionnaire; it was more than 0.7, which indicates the reliability of the questionnaire; and SPSS and Smart-PLS software were used for the relationships between research variables. The results of the research show that the lack of a specific protective framework in blockchain has a negative and significant effect on the management of internal audit control; internal audit control management has a positive and significant effect on improving risk management and financial performance of the company; internal audit control management has a positive and significant effect on increasing the financial flexibility of internal audit; and internal audit control management has a positive and significant effect on the improvement of internal control evaluation.
Extended Abstract
Introduction
Today, one of the most popular and controversial topics of discussion in accounting and auditing is blockchain technology. Blockchain is a newly emerging technology that the programs compatible with it are produced, and also a set of codified regulations must be regulated for the use of this technology to prove its efficiency and be widely used (Abdennadher et al, 2022). Blockchain is essentially a public ledger, where groups of transactions or events are recorded and stored in a chain-like data structure; this approach creates a fast yet secure way to transfer funds. Blockchain technology is being used in ways that have implications for various financial institutions and affect all of their operations (Mantelaers et al, 2019). One of the application areas of blockchain is auditing and internal control. Internal audit is an independent, realistic assurance and advisory activity designed to add value and improve the organization's operations. Internal audit helps the organization in achieving its goals by providing a methodical approach to evaluate and improve the effectiveness of management processes, risk management and control (Soh et al, 2011). Blockchain in accounting and auditing is only the first stage of the application of the distributed ledger platform, which in the not-so-distant future will enable the creation of a programmable economy (Amri et al, 2021) and plays an effective role in improving accounting and audit practices, and thus increases the financial management capabilities of the company (Zhang et al, 2018); because blockchain provides users with a triple-entry accounting system where all transactions are immutable and time-stamped, real-time recorded and encrypted (Barzegar et al, 2019), so that it can be used to monitor the financial health of the organization and help decision makers to design new control mechanisms (Chitsaz et al, 2019). The necessity of using blockchain in the field of auditing shows that it has the ability to create a transformation in the common auditing approach and to launch the automatic auditing system with more accuracy, and it can be a suitable and safe alternative for the current accounting and auditing systems. Due to its security and speed, this technology can become the main choice of accounting companies and accounting units in the near future (Selimoglu et al, 2023). Considering such a high potential, conducting field research in the field of blockchain technology applications can be of great practical importance because it provides a clear map to audit managers to better plan for the use of this technology in the accounting and auditing field by knowing the features and advantages of blockchain. On the other hand, not many researches have been done inside the country regarding the applications of blockchain in the field of risk management and internal audit. In general, the main existing gap, which is the main motivation for conducting the present research, is that despite the numerous articles that have pointed to the applications of blockchain as a new field in financial affairs, accounting considerations related to the use of blockchain have not been comprehensively and accurately investigated so far. This has caused many questions to remain unanswered regarding the safe and effective use of blockchain technology in auditing and accounting activities; therefore, the current research has been considered with the aim of investigating the effects of blockchain on risk and flexibility and evaluating internal control. In fact, this research is an attempt to find an answer to the question: what effect does blockchain have on risk and flexibility and internal control evaluation?
Theoretical Literature
Blockchain is considered an emerging technology that has the potential to significantly change the way financial transactions are conducted. The creation of new types of assets and trading models to replace conventional payment and settlement platforms is one of the consequences of blockchain in the field of financial services. Transparency and elimination of maintenance is the major advantage offered by blockchain (Oluoch et al, 2021). With distributed trust and decentralized platforms enabled by blockchain technology, entrepreneurs and innovators are able to create an open financial system with limited or no involvement of financial institutions. By doing so, they aim to reduce transaction costs, expand financial inclusion, foster open access, encourage license-free innovation, and create new business opportunities (Catalini & Gans et al, 2020).
Research Methodology
The current research is applicable in terms of purpose, and descriptive-analytical in terms of data collection. Necessary data has been collected by referring to reliable library, document and electronic sources and reliable articles. The statistical population includes all managers and senior experts and employees of the Iranian Auditing Association, which is a total of 1142 people. The sampling method was cluster-stratified random method of sampling. Cochran's formula for limited communities has been used to calculate the sample size, and the statistical sample size reached 288 samples, and 320 questionnaires were distributed among them for greater certainty. In this research, the number of questionnaires distributed among the statistical sample, which was 306 questionnaires, became the basis of the statistical work. The research questionnaire was created by the researcher and all of them were designed based on the five-option Likert scale. The apparent validity was confirmed by the researcher, 2 members of the sample members, and the supervisor. In this research, in order to measure the reliability, the Cronbach's alpha method was used. To check the reliability, the questionnaire was first distributed among 30 people, and the Cronbach's alpha was calculated by the SPSS software. In the following, using partial least squares technique and SMART PLS software, the resulting model has been validated.
Research Findings
Blockchain is a new technology that is used to store and transfer information in a safe and transparent manner. The application of blockchain has been expanded in many industries and fields such as banking, logistics, supply chain, real estate, health and... The comparative approach in examining the effect of blockchain on risk, flexibility and internal control evaluation can compare these factors before and after the use of blockchain in a specific organization or industry. In general, the use of blockchain can affect the following: Risk: Blockchain minimizes the possibility of changing and falsifying information by using strong encryption and security algorithms. Also, by using distributed technology, the reliability of data access and visibility increases. These features can reduce the risks associated with fraud, theft and unauthorized changes. Flexibility: Due to its distinctive method and technology, blockchain provides high flexibility against changes and organizational needs. The structure of blockchain smart contracts makes it possible to adjust and plan the rules and conditions of the competition based on new needs and conditions. This flexibility feature helps organizations to implement changes quickly and optimally in processes and contracts. Evaluation of internal control: using blockchain, changes and any operations on data are recorded and visible. This allows organizations to easily improve their internal control by observing and evaluating transactions and activities on the blockchain. Also, with the use of blockchain smart contracts, the automatic execution of rules and checks provides an opportunity to improve internal control and reduce the possibility of errors and fraud. Overall, the use of blockchain can bring significant improvements in risk management, flexibility and internal control evaluation. Of course, as with any technology, thorough investigation and identification of potential challenges and issues is essential.
Conclusion
The current research was conducted with the aim of using blockchain with a comparative approach of its effect on risk, flexibility and internal control evaluation. The test results are in line with the research findings of Abdennadher (2022), Grima, et al., (2021), Lončarević et al., (2023), Sandner (2020), and Garanti et al, (2019).
With the use of smart contracts, business operations can be performed automatically without the need for direct information participation. This issue can provide the basis for facilitating processes and increasing the speed of e-commerce. Blockchain can help in evaluating the internal control of organizations. By using blockchain, organizations can record their processes and transactions transparently and without intermediaries. This helps organizations to make a more accurate assessment of their internal control and ensure the flow of data and transactions. Overall, blockchain can help improve risk, flexibility and internal control assessment. However, attention to technical, security and legal aspects related to the use of blockchain is necessary and should be carefully addressed.

Abstract Abstract The purpose of this research is to explain and validate the coordination model of the marketing and sales department in the insurance industry in Iran. The present research is applicable in terms of purpose. The statistical population of the research includes experienced managers in insurance marketing and sales, senior experts of insurance companies and university professors; and the statistical sample was considered to be 181 people using Cochran's formula. Sampling in this research is in the form of random clusters. The collection tool in this research includes a researcher-made questionnaire derived from the qualitative method. Data analysis was done by SPSS software. The findings showed that the coordination model of the marketing and sales department in the insurance industry is affected by various factors directly and indirectly, and managers' understanding of the complexity of the relationship between these two units is of great importance in the growth of insurance companies and creating a competitive advantage for them. In order to ensure the achievement of the goals, managers must pay attention to the causal conditions such as the implementation of the risk management dashboard, structural integration and coordination in the business, creating synergy in organizational decisions, recognizing the prerequisites for coordination between the two departments of marketing and sales in the form of background conditions or coordination challenges such as "partial prejudices, non-specialist human capital, conflict of interests, managers' taste, CEO's attitude, ethical considerations, unfavorable customer support when receiving damages and fulfilling the organization's obligations, as well as interfering conditions such as upstream documents, market conditions (market stakeholders), legal conditions, and competitive conditions. Extended Abstract                                           Introduction The marketing and sales departments are of great importance as the two executive arms and factors of success in the insurance industry. The insurance industry, as one of the major economic institutions and because of the supporting role it plays for other industries, is considered as one of the symbols of the development of countries and for other economic institutions and households; an important economic institution and a strong support institution (Asadi & Hedayati Biland, 2019; Asadollahi & Haji Ali Akbari, 2020). Due to the nature of its activity, this industry is one of the important channels of savings and, as a result, one of the important and central financial institutions, which, along with other financial institutions, helps in the preparation and allocation of capital and the financing of economic units (Zubiri et al, 2016). In order to be able to take on this crucial role in the society, the said industry should, like other economic enterprises, seek to survive, gain profit or even develop by attracting and keeping customers and creating powerful sales networks (Huang et al, 2016). One of the influential factors in the success of the insurance industry is the sales network, which is of twofold importance, considering the characteristics of the marketing field. The insurance sales and marketing network consists of all executives, staff, infrastructures, software and hardware; and should be in the form of a targeted planning process as a success factor, marketing lever, and executive arm of the insurance industry; and should be managed based on marketing skills and Sales (Shafei, 2020). By reviewing past studies, it was found that despite the importance of identifying the coordination framework between the sales and marketing departments, no study has been conducted on the coordination framework and model between marketing and the sales network in this insurance industry, so this study was conducted for this purpose, and it answers the question: what are the important direct, indirect and intervening variables in the coordination of marketing and sales in the insurance industry? Theoretical Framework Marketing and sales Integration solutions between sales and marketing departments have been classified into four categories of structural, system/process, cultural, and human solutions in the form of a theoretical framework (Peterson & Dover, 2021). Marketing strategies are the advantage of customer information sources and business performance, and it has been shown that there is a strong relationship between customer information sources, marketing strategies used by the company, and business performance (Varadarajan, 2020). It has also been shown that by increasing the company's market share as a result of good marketing and coordination with the sales department, the cost of advertising is reduced and the value of the company's shares is also improved (Redjeki et al, 2021). Arabshahi & Abbaszadehgaretekan (2023) studied the effect of electronic customer relationship management on marketing performance by analyzing the mediating role of product innovation and emphasizing customer knowledge. In this descriptive survey study, 165 managers and supervisors of the central headquarters, branches and representative offices of Dana Insurance in Mashhad were selected by a simple random method. The findings indicated that the electronic customer relationship management variable had a positive and significant effect on product innovation development, and the product innovation development variable had a positive and significant effect on marketing performance. On the other hand, customer knowledge has a positive and significant effect on marketing performance and product innovation development, and electronic customer relationship management and customer knowledge through product innovation development has a positive and significant effect on marketing performance. Nazarpuri et al, (2022) investigate the impact of marketing dashboard on organizational competitiveness, and believe that for more and more accurate marketing dashboards, the use of organizational mechanisms and infrastructures such as marketing memory and competitive intelligence is effective in its design and implementation. Also, the components of marketing dashboard, marketing memory and competitive intelligence have a positive and significant effect on organizational competitiveness. Research methodology The present research is applicable in terms of purpose. The statistical population of the research includes experienced managers in insurance marketing and sales, senior experts of insurance companies and university professors; and the statistical sample was considered to be 181 people using Cochran's formula. Sampling in this research is in the form of random clusters. The collection tool in this research includes a researcher-made questionnaire derived from the qualitative method. Research findings Data analysis was done by SPSS software. The findings showed that the coordination model of the marketing and sales department in the insurance industry is affected by various factors directly and indirectly, and managers' understanding of the complexity of the relationship between these two units is of great importance in the growth of insurance companies and creating a competitive advantage for them. In order to ensure the achievement of the goals, managers must pay attention to the causal conditions such as the implementation of the risk management dashboard, structural integration and coordination in the business, creating synergy in organizational decisions, recognizing the prerequisites for coordination between the two departments of marketing and sales in the form of background conditions or coordination challenges such as "partial prejudices, non-specialist human capital, conflict of interests, managers' taste, CEO's attitude, ethical considerations, unfavorable customer support when receiving damages and fulfilling the organization's obligations, as well as interfering conditions such as upstream documents, market conditions (market stakeholders), legal conditions, and competitive conditions. Conclusion The current research has been carried out with the aim of explaining and validating the coordination model of the marketing and sales department in the insurance industry in Iran. The results of this research are aligned with the results of Biemans et al, (2022), Malshe et al, (2021), Asadi (2019), Asadollahi & Haji Ali Akbari (2020), Peterson et al, (2021), Vaid et al, (2020), Arabshahi & Abbaszadehgaretekan (2023), Nazarpuri et al, (2022), Zalkani Andarvar (2021), and Yazdani Kachuei et al, (2022). Biemans et al, (2022) showed that there are different relationships between marketing and sales departments in different work areas, and coordinating the activities of these two departments can help the organization to achieve its goals. According to the research results, the following suggestions were made: It is suggested to the managers of insurance companies that when choosing coordination mechanisms and tools between the sales and marketing units, they should pay attention to the intervening conditions such as upstream documents, market conditions (market stakeholders), legal conditions, competitive conditions, the number and maturity level of human capital and received feedback from the customers, and the level of maturity of the customers so that they do not make mistakes in choosing the mechanisms for the establishment of sales and marketing coordination in their insurance centers, and make the most of these tools.

Abstract Abstract
The present study aims to investigate the role of intelligent employee behaviors in Hormozgan Province Tax Affairs Organization. The research method is applicable in terms of its purpose, and quantitative in terms of the research implementation method. The statistical population includes all managers and experts of Hormozgan Province Tax Administration; as many as 358 people, 186 of which were selected through systematic random sampling. The research collection tool is a questionnaire consisting of 79 questions. The validity of the questionnaire (intelligent employee behavior) was calculated to be 0.923, and its reliability was calculated 0.746. SPSS and SMART PLS software were used to analyze the findings. The results show that the organizing themes of "organizational citizenship behavior", "destructive work behaviors", "planned behaviors", "strategic proactive behaviors", "political behaviors", "counterproductive behaviors", "ethical behaviors" and "desirable social behaviors" constitute the efficient model of employee behavior intelligence in the General Tax Office of Hormozgan Province. The presented results show that the organizing themes of "counterproductive behaviors", "political behaviors" and "planned behaviors" explain the largest part of the efficient model of employee behavior intelligence in the General Tax Office of Hormozgan Province with values ​​of 88, 86 and 85 percent, respectively.
Introduction
In the era of digital and knowledge-based transformations, organizations need employees who have sufficient behavioral and communication intelligence to understand and analyze issues. Organizational employees must be able to receive rich data and information from different sources and analyze them correctly. Knowledge management and databases collect a large amount of data from various sources and make it available to employees. It is the employees and managers of the organization who must be able to properly use this information and knowledge for individual and organizational goals. If organizations have capable people with sufficient knowledge and insight, as well as intelligence in behavior, their success in the competitive arena will be guaranteed (Mir Mohammad Tabar, 2024). Among the behaviors that have received special attention from human resource specialists is the intelligent behavior of employees (Sumardjo & Supriadi, 2023). Human resource behavioral intelligence is necessary to use professional information and experiences to achieve organizational goals, and employees must access the necessary knowledge and insight to be able to optimally implement the specified conditions and requirements (Ali Nisar et al, 2024). The hardware and software facilities of organizations can make a significant contribution to collecting knowledge and sharing it among employees, as well as measuring the ability of employees and helping to improve the quality of their performance. In fact, it is necessary to use these smart features to implement organizational goals and manage them properly, as well as analyze data (Babaei, 2023). It can be said that human resources with smart behavior are one of the important organizational pillars in the field of digital transformation, which is consistent with the history of human resource management and plays a prominent role in the success of employees and organizations (Abolhassan et al, 2024). Understanding the smart behavior of employees and ensuring that they have the right organizational culture is essential because it directly affects the productivity of the workforce and the overall health of organizations; and for organizations, the performance of each team member is very important, and the way they interact with customers, leaders, and other stakeholders can make or break it (Atshan et al, 2022).
Therefore, considering the above points, the researcher tries to address the main question: what is the role of smart employee behaviors in the Hormozgan Provincial Tax Affairs Organization?
Theoretical Framework
Employee Behavior Intelligence
Employee behavior intelligence is a type of desirable thinking and performance that encompasses a variety of employee behavior, including performing side tasks, voluntarily helping other employees, professional development, following organizational regulations, striving to improve the organization, maintaining a positive attitude towards the organization, and tolerating adversity in the organization's environment (Faeq, 2022). Employee behavior intelligence is the knowledge and insight of employees to apply data, information, and professional experiences to achieve organizational goals. In this definition, in addition to knowledge, deep insight is needed to correctly apply knowledge in organizational conditions and requirements (Ranjit, 2022).
Masihi et al, (2024) conducted a study entitled Phenomenological Study of Counterproductive Work Behaviors with Emphasis on the Lived Experience of Technologist Petrochemical Employees. The results of this study showed that presenting a model with 6 main dimensions (individual counterproductive behavior, occupational counterproductive behavior, political counterproductive behavior, organizational counterproductive behavior, interpersonal counterproductive behavior, and self-interested counterproductive behavior) for counterproductive behaviors resulted.
Dehghani Zadeh et al, (2023) conducted a study entitled The Effect of Vision-Based Leadership on Employee Creative Behavior Considering the Role of Organizational Inertia and Extra-Role Behaviors of University Employees. The results of this study showed that vision-based leadership can find numerous innovative techniques to deal with organizational stagnation by predicting future threats and opportunities. When the vision transfers its knowledge and ideas to its employees and employees also share their knowledge, it will foster employee creativity and reduce organizational inertia. Vision-based leadership also reduces inertia and increases creative behavior in employees by creating organizational citizenship behavior in employees.
Research Methodology
The research method is applicable in terms of its purpose, and quantitative in terms of the research implementation method. The statistical population includes all managers and experts of Hormozgan Province Tax Administration; as many as 358 people, 186 of which were selected through systematic random sampling. The research collection tool is a questionnaire consisting of 79 questions. The validity of the questionnaire (intelligent employee behavior) was calculated to be 0.923, and its reliability was calculated 0.746.
Research findings
SPSS and SMART PLS software were used to analyze the findings. The results show that the organizing themes of "organizational citizenship behavior", "destructive work behaviors", "planned behaviors", "strategic proactive behaviors", "political behaviors", "counterproductive behaviors", "ethical behaviors" and "desirable social behaviors" constitute the efficient model of employee behavior intelligence in the General Tax Office of Hormozgan Province. The presented results show that the organizing themes of "counterproductive behaviors", "political behaviors" and "planned behaviors" explain the largest part of the efficient model of employee behavior intelligence in the General Tax Office of Hormozgan Province with values ​​of 88, 86 and 85 percent, respectively.
Conclusion
The present study was conducted with the aim of the role of employee intelligent behaviors in the Hormozgan Provincial Tax Administration. The results of this finding are consistent with the results of Masihi et al, (2024), Dehghani Zadeh et al, (2023), soleimani & Danesh Shahraki (2024), Ghasemi-Aghdami et al, (2024), Rashidi Fard & Mahmoudi (2024), Momeni & Vaezi (2022), and Attari & Zakaryaei (2023). Attari & Zakaryaei (2023) showed that the development and expansion of organizational justice, organizational culture, and commitment in educational organizations in all its dimensions can provide the basis for the emergence of ethical behaviors of organizational citizens and increase the likelihood of such behaviors.
Considering the results, the following suggestions are presented:

Honesty in speech and behavior should be strengthened, especially among managers. The debt theme was usually seen through the feeling that the individual, rightly or wrongly, does not consider his/her receipts from the organization to be fair and just, or in other cases, has a debt personality regardless of the receipts.
In recruiting individuals, the organization should carry out the required behavioral studies of applicants and recruit employees with fewer actual and potential harms.

Abstract Extended Abstract
Abstract
The present study examines the effects of consumer-based commercial branding of private banking brands on customers' emotional commitment. The results were obtained by examining the customer opinions of six private banks: Pasargad, Parsian, Eghtesad Novin, Karafarin, Saman and Sarmayeh. The research method was descriptive which was performed by survey method. The sample size of the research was 384 people, which was obtained by means of Cochran's formula based on an unknown statistical population. Sampling method was available. Data analysis was performed based on standard questionnaires. The validity of the questionnaires was evaluated based on content validity using experts' opinions, formally based on the views of a number of statistical and structural communities by factor analysis method, and validity was confirmed. The reliability of the questionnaires was estimated by Crunbach Alpha, respectively branding was 0.849, consumer behavior was 0.851 and emotional commitment was 0.733. Data analysis was performed at two levels of descriptive statistics and inferential statistics including structural equation modeling. The results showed that bank branding had an effect on consumer behavior with an impact factor of 0.67, consumer behavior had an effect on customer emotional commitment with an impact factor of 0.76, bank branding had an impact on customer emotional commitment with an impact factor of 0.48. On the other hand, bank branding indirectly had an effect on the customer emotional commitment with an impact factor of 0.50. In other words, consumer behavior has played a mediating role in the impact of bank branding on customer emotional commitment. Ultimately, it can be said that the dimensions of branding according to the power of effect on the consumer behavior are: perceived value, brand loyalty, brand image, brand performance, brand trust, brand compatibility.
Introduction
The globalization of the service industry and the free international economy have forced service companies and institutions to continuously upgrade and improve their competitiveness (Shokoohyar & et al, 2017), hence service companies such as financial and credit institutions have recently put more attention to customers on their agenda in order to improve these capabilities (Nadaf & et al, 2016). Financial experts believe that brand can create more value than usual, and the value of a branded product is higher than a non-branded one (Bozorg Khoo & et al, 2018). On one hand, because of the presence of competitors, new comer's threat, bargaining power and increasing level of consumer expectations, increasing technology upgrades, the use of new methods of production and service delivery have made the competition field of business more sophisticated than before. Therefore, in order to increase the awareness and provide productions to the customers and ultimately expand the market field; the organizations are bond to use new approaches (Roosta & et al, 2018). Branding is one of the ways to achieve this goal and brands play a special role in the development of cultures, business and individual decisions (Shirkavand & et al, 2017). Branding is a set of methods that give identity to a brand and distinguish it from other competitors. A successful brand is often synonymous with credibility and possesses significant intangible value. The results of brand modeling show that the perception of a brand leadership is actually more important than its uniqueness (Park, 2014). Emotional commitment to the brand has been described as the relative strength of the consumer's positive feelings toward a brand. In the marketing science, emotional commitment to brand is the continuous tendency of consumer to follow the relationship with the brand in such a way that the consumers normally like to establish a close emotional connection with the brand in which it has created a sense of joy and happiness (Momen & et al, 2015). The importance of emotional commitment is considered both to maintain and to develop relationships, because it creates a positive interaction between the company and the company's customers (Shahtahmasbi & Mazarei, 2020). As it is obvious, one of the characteristics of the Iranian banking industry is the great similarity of services provided by different banks. Banks have almost the same service portfolio so that the customer is not able to completely discriminate between banking services. Innovation in one bank is quickly applied in other banks. This intensity of new services by other banks has reached even less than a week. In such a situation, mental perceptions and attitudes strongly affect the way information interpretation and the type of behavior explanation towards a bank's marketing plans. (Abbaszadeh & etal, 2019) Therefore, the main issue of the present study is to examine the factors affecting and recent branding in the banking industry and the answer to the question that what effect branding of private banks with a focus on consumer behavior has on customers' emotional commitment?
Theoretical literature
branding
Branding is adding the power of a brand to products and services. The product of the branding process is the creation of distinctions. Branding shapes the mental structures of consumers and helps them to organize information about products and services in a way that Have a clear purchase decision and be valuable to the company (Karimian & eyal, 2019).
Customer emotional commitment
Emotional commitment to the brand is derived from the customer's feelings, which indicates the customer's emotional relationship with the brand, and consists of the customer's judgment and mentality about the board, regardless of its functional and instrumental features; and when the customer intends to repeat the purchase, evaluation plays a special role (Khodabandeh & Lindh, 2021). Emotional commitment also refers to attachment along with people's desire and then includes loving the relationship. When customers are emotionally committed to the provider of products and services, they, in fact, love the service provider psychologically and it is considered desirable for them in relation to him (Sharma & et al, 2020).
Mohajer (2021) conducted a study entitled Luxury Hotel Branding focusing on consumer behavior and brand equity. The statistical population was tourists staying in luxury hotels in Macau. Survey method and sampling method were available. The results showed that all four CBBE elements had a positive relationship with brand attitude and three of them directly on the willingness to buy. The tendency to buy is the interface between the four elements of CBBE and the intention to buy, and brand performance moderates the relationship between the brand attitude and the intention to buy.
Norouzi & et al (2021) conducted a study entitled assessing the effective factors on branding in Saipa Automotive Company using meta-analysis research method. The statistical sample included Saipa Automotive Company experts who were selected by available sampling method. Based on meta-analysis findings among brand personality outcomes, best variables of brand impact; customer satisfaction, communication quality, brand development, perceived value, brand loyalty, customer lifetime value and brand equity had the greatest effect.
Baghaienia & et al (2021) conducted a study entitled Analysis of effective factors in the internal branding of hotels in Yazd with a qualitative approach. The statistical sample was the executives of hotels in Yazd who were selected by purposive sampling. The results showed that the set of effective factors in domestic branding from the perspective of hotel executives includes training, monitoring, effective communication, effective meetings, customer orientation, leadership, selection and employment, compensation of services and quality of working life.
Methodology
The present study is applicable in terms of purpose, and descriptive correlative (structural equation modeling) in terms of data analysis. The statistical population of the present study consisted of all customers of six private banks of Pasargad, Parsian, Eghtesad Novin, Karafarin, Saman and Sarmayeh. Considering that the statistical population of the present study is unlimited, the statistical sample size of the research was 384 based on Morgan table. In this study, 384 questionnaires were distributed among customers using available sampling method. The standard branding questionnaire (Wahyuni ​​& et al, 2019) was used to collect data. This questionnaire included 19 items and six components of brand loyalty, brand compatibility, perceived value, brand performance, brand trust and brand image. Consumer behavior variable was analyzed according to the standard questionnaire of Mothersbaugh & et al, (2020). This variable included 6 items and two components of tendency to change the brand and verbal recommendations. The variable of customer emotional commitment was analyzed by the Masternd questionnaire (Iglesias & et al, 2019), which includes 6 items.
Discussion and Results
In this research, the structural equation model has been used to brand private banks with a focus on consumer behavior and emotional commitment. The results of the first hypothesis showed that the power of the bank's branding effect on consumer behavior was equal to (0.67) which shows that the correlation is favorable. Significance statistic of the test was obtained 7.65, which is more than the critical value of t at the error level of 5% (1.96) and shows that the observed correlation is significant. The second hypothesis showed that the strength of the effect of consumer behavior on customer emotional commitment is equal to (0.76), which shows that the correlation is desirable. Significance statistic of the test was obtained (8.74), which is more than the critical value of t at the error level of 5% (1.96) and shows that the observed correlation is significant. The third hypothesis showed that the strength of the effect of bank branding on customer emotional commitment is equal to (0.48) which shows that the correlation is favorable. Significance statistic of the test was obtained (5.46), which is more than the critical value of t at the error level of 5% (1.96) and shows that the observed correlation is significant. The fourth hypothesis showed that the power of direct impact of bank branding on customer emotional commitment was equal to (0.48). Significance test was also obtained (5.46). The power of indirect effect of bank branding on customer emotional commitment was calculated equal to (0.50). Considering that the power of indirect path is more than direct path, so the variable of consumer behavior has a mediating role in this regard.
Conclusion
The power of indirect effect of bank branding on customer emotional commitment was calculated equal to (0.50). Considering that the power of indirect path is more than direct path, so the variable of consumer behavior has a mediating role in this regard. Strong brands, always in the direction of promotion, strive for a deep relationship with consumers (Park & ​​Kim, 2016). Maintaining a deep commitment to repeat purchases or reuse of services and continuously changing customer behavior in the future leads to change in customer behavior (Oliver, 2014) Loyalty is recognized as a strong commitment of repurchasing a superior product or service in the future (Buttle & Malkan, 2015) so that the same brand is purchased despite the potential marketing efforts and effects of competitors. From a relational perspective, the extension of customer retention leads to their loyalty and emotional commitment (Heding & et al, 2015). These results are consistent with the findings Mazraeh & et al (2021), and Yousf & Khurshid (2021).
In addition to tangible assets, bank managers must have a comprehensive plan for branding as intangible assets. According to the research results, brand performance has been identified as an improving point for banks in terms of branding; therefore, factors such as modern equipment and innovation in banking services and bank compatibility with customer conditions should be paid more attention. Banks also try to provide plans that guarantee the interests of customers and also provide services to them in the shortest possible time; therefore, to improve this index, bank managers in the field of branding should pay serious attention to financial and non-financial factors of customer value. The results show that managers should pay special attention to the dimensions of consumer behavior; including high-level advising others has a significant importance. Due to the obstacles and limitations of any research, the main limitation in the present study was the coordination with the managers and experts of the banking network to distribute the questionnaire and its time-consuming process. In the present study, branding in the banking network is with a consumer behavior approach. Therefore, future researchers are advised to study branding with social approaches as a focal point in social interactions; and also, obtain the dimensions of branding through interviews with key customers in order to achieve these factors from the perspective of these customers.

Abstract Abstract The objective of this research is to develop an innovative model for implementing Artificial Intelligence (AI) in the green marketing of organic products in Iraq, examining the associated opportunities and challenges. Based on its objective, the research methodology is applicable. In terms of execution, it is quantitative; and in terms of nature and method, it is descriptive-correlational. The statistical population comprises customers and stakeholders in the organic product supply chain in Iraq. Sampling was conducted using a simple random method. Considering Morgan’s table and adhering to the sample adequacy criterion, 400 questionnaires were distributed, and ultimately, 390 analyzable questionnaires were collected. A standard questionnaire based on a 5-point Likert scale was used for data collection. Content validity of the instrument was confirmed by specialists and experts. To assess the reliability of the instrument, Cronbach’s alpha and composite reliability methods were employed. Following questionnaire distribution, the instrument’s validity was measured using three methods: construct validity (outer model), convergent validity (AVE), and discriminant validity. The AVE value for all variables must be greater than 0.5. SPSS and PLS software were used for data analysis. Customer engagement has an impact on crisis management, supply chain optimization, and sustainable marketing. Crisis management impacts supply chain optimization. Introduction In recent years, increased awareness of the negative effects of chemical products on health and the environment has led to a significant growth in demand for organic products (Little et al., 2022). Since 1940, the term “organic” has been used in several studies addressing topics related to public health, social issues, food systems, and well-being (Raksha Shenoy et al., 2024). Organic agriculture means cultivating agricultural products and raising livestock without the use of chemical fertilizers, pesticides, and genetically modified organisms or products; and is often considered a healthier and safer option than conventional products (Pouralijan et al., 2021). Organic food refers to natural foods free from any synthetic chemicals, meaning foods that are generally recognized as beneficial for individual health, the environment, and society as a whole (Roseira et al., 2022). Organic agriculture, as one of the most important alternative agricultural systems, is gaining attention for producing healthy food without any chemical substances (Pouralijan et al., 2021). In the last decade, environmental and social concerns have increased, and consumers have become interested in food products with environmental, health, and social characteristics; in other words, sustainable food products (Aqhasafari et al., 2020). Currently, the development of organic agriculture is being promoted worldwide, not just in a specific region, to improve the nutritional health of families (Ayaviri-Nina et al., 2022). Green marketing, as a vital strategy in the marketing world, has been constantly evolving. This evolution stems from growing concerns about environmental sustainability and consumer preferences for environmentally friendly products and services (Sharma, 2021). The goal of companies adopting green marketing practices is to reduce environmental impacts, enhance corporate image, and meet the needs of the green consumer segment (Chen et al., 2020). Artificial Intelligence (AI), as a transformative technology, can play a key role in addressing these challenges. In Iran, the application of AI in marketing is developing, but its primary focus is on digital products and services. However, in the field of green marketing, particularly in the organic industry, this technology has not yet been widely adopted. Studies suggest that AI can increase consumer trust by analyzing consumer behavior, predicting needs, and creating personalized messages (Khalaji, 2022). Iraq, despite its potential in producing organic products, is grappling with infrastructural and security crises and constant economic fluctuations. The main issue is that traditional marketing models are inefficient in this context, and on the other hand, the use of modern technologies like AI also faces serious challenges. Preliminary evidence suggests that, unlike developed markets, digital tools and market machine analyses in Iraq have not yet directly led to sustainable marketing. This deep gap between the “theoretical capabilities of AI” and the “operational realities in the Iraqi market” arises from overlooking mediating variables such as deep customer engagement, management of local crises, and ethical branding in the supply chain. Therefore, the researcher’s concern led to the question: What are the innovative models for implementing AI in the green marketing of organic products in Iraq? Theoretical Foundations Green Marketing In recent years, green marketing has gained attention as a new approach in Iran. According to studies, many consumers pay attention to environmental and health factors, but they still face challenges such as a lack of brand trust and a lack of transparency in verifying the organic nature of products (Aqhasafari et al., 2022). Artificial Intelligence in Marketing Artificial intelligence plays a key role in green marketing; as by analyzing big data, it can identify consumer behavior and predict their needs (Grewal et al., 2020). This technology uses machine learning to detect purchasing patterns related to organic products, reduced energy consumption, and sustainable transportation. AI enhances marketing effectiveness and strengthens consumer trust by creating personalized messages (Kotler, 2019). Andruszkiewicz et al. (2024) investigated the “comparative analysis of the behavior of young generation consumers in Poland and Germany to evaluate the behavior of consumers of this generation in the context of organic food market trends.” The results showed that the COVID pandemic and the war in Ukraine have led to increased social uncertainty and inflation, reducing consumers’ purchasing power. Shampy Kamboj et al. (2023) conducted a study on the “motives for organic food purchase intention.” This research was performed on 294 Indian consumers using a questionnaire. Findings indicated that functional value, quality, social norms, consumer innovativeness, and green trust have the greatest impact on purchase intention. Additionally, health benefits, convenience, and accessibility had a significant influence on consumer choices. Research Methodology This research is applicable in terms of its objective, and descriptive-correlational in its method. The statistical population consists of customers and supply chain actors of organic products in Iraq. Simple random sampling was used, and according to the Morgan table and meeting the sample adequacy criterion (KMO = 0.867), 400 questionnaires were distributed, and finally, 390 analyzable questionnaires were received. A researcher-made questionnaire on a five-point Likert scale was used for data collection. The findings from the Cronbach’s alpha and composite reliability tests to assess the reliability of the research instrument are reported in Table 2. Content validity (expert opinion) was used to examine the validity of the instrument, and its credibility was confirmed. Then, by distributing the questionnaire, the validity of the instrument was measured using three methods: construct validity (outer model), convergent validity (AVE), and discriminant validity. The AVE value for all research variables must be greater than 0.5. To test the research hypotheses, structural equation modeling was employed using the SmartPLS 2 statistical software. Research Findings The research findings indicate that customer engagement is the most crucial driver in strengthening crisis management, optimizing the supply chain, and achieving sustainable marketing. Furthermore, the results confirm that crisis management and ethical branding play significant roles in improving supply chain performance. However, the rejection of other hypotheses suggests that, within the context of this study, variables such as content production and market analysis do not individually have a direct impact on sustainable marketing. Ultimately, it was determined that the primary path to achieving sustainability in this industry necessarily involves deep customer interaction and optimal supply chain management. Discussion and Conclusion The results showed that customer engagement has a positive and significant impact on crisis management. To explain this finding, it can be said that in unstable environments like Iraq, active customer participation serves as a vital source for receiving real-time feedback. These interactions allow organizations to adopt adaptive solutions before crises arising from market instability escalate. This finding aligns with the results of Wut et al. (2021) and Gong et al. (2023), who consider customer participation a determining factor in enhancing organizational resilience and performance sustainability in critical situations. Based on the findings, customer engagement positively impacts supply chain optimization. Given the infrastructural and security challenges in Iraq, data derived from customer engagement replaces secondary data analysis systems and contributes to transparency in demand forecasting. This leads to reduced resource waste and agility in the distribution network. This result supports the studies by Gong et al. (2023), which emphasize the role of stakeholders in improving logistics processes in developing markets. The results indicate a positive impact of customer engagement on sustainable marketing. Deep interaction with organic product consumers in Iraq leads to the formation of loyalty and acceptance of environmental values. In fact, customer engagement facilitates the process of educating and promoting sustainable consumption. This finding is consistent with the results of Wut et al. (2021), who believe that active participation is the foundation for changing consumer behavior towards sustainable patterns. The results showed that content production does not have a significant impact on sustainable marketing. This is mainly due to the weakness of information technology infrastructure and low acceptance of environmental values in current digital platforms in Iraq, where advertising content has not yet been able to bring about deep attitudinal changes in consumers. This result is consistent with the view of Abdullah & Saud (2022), who believe that in transitional societies, the transformation of sustainable marketing requires institutional changes and cannot be achieved solely through technological tools. The findings showed that crisis management has a positive impact on supply chain optimization. Organizations that utilize learning and responsive systems when facing economic or logistical challenges can maintain the sustainability and efficiency of their supply chains in high-risk environments. This finding is consistent with the studies by Araújo et al. (2022) and reinforces the necessity of adopting a proactive crisis management approach to defend supply systems. The results showed that ethical branding has a positive impact on supply chain optimization. Ethical commitment and transparency in business relationships increase trust among stakeholders. In an environment where formal sustainability standards are weak, this branding acts as a substitute for regulatory mechanisms and reduces transaction costs. The results indicate that operational reforms in the supply chain, without cultural backing and national sustainability policies, do not automatically lead to green consumer behavior. This finding aligns with the results of Wortel et al. (2024), who emphasize that sustainability in marketing stems more from social capital and attitudinal shifts at macro levels rather than from technological advancements in the supply chain. Based on the research results, the following practical suggestions are offered: · Utilize digital platforms (social networks, applications, and websites) for quick and transparent communication with customers. · Provide customers with information regarding the origin, production methods, and environmental impacts. · Employ artificial intelligence and blockchain for demand forecasting, inventory management, and waste reduction. · Design integrated policies to increase flexibility and responsiveness during crises. · Continuously evaluate supply chain performance and sustainable marketing. · Use customer feedback to improve processes.

Abstract Abstract
The purpose of this research is the relationship between e-governance foresight and the organizational transparency of managers (case study: Saderat Bank of Tehran province). According to its purpose, the research method is applicable, and in terms of its implementation, it is mixed (qualitative-quantitative), with an exploratory nature. The statistical population of the research in the qualitative part includes 12 experts, including university professors, organizational consultants, and senior managers of Saderat Bank in Tehran province, and the sampling method is non-random snowball; and the statistical population in the quantitative part includes all the employees of Saderat Bank in Tehran province; 7170 people of which 365 were selected as a statistical sample based on the table of Karjesi and Morgan. The sampling method is simple random. To collect information in the qualitative part, interviews and research literature were used, and in the quantitative part, two questionnaires made by the researcher and taken from the qualitative part were used. SPSS and PLS software were used for analysis. The results showed that a total of 101 indicators and 6 dimensions were identified for the foresight of e-governance, along with 6 dimensions of organizational transparency of managers. All the components of e-governance foresight had a significant and positive relationship on the organizational transparency of managers, and thus, the proposed model was formed. The results of the test of the relationships between the variables of the e-governance foresight relationship model with organizational transparency of managers show that the independent variables have been able to predict a strong level of changes in the dependent variables, and finally all the relationships between the variables of the e-governance foresight relationship model with organizational transparency Managers are approved.
Extended Abstract
Introduction
In the 21st century, the Internet as a communication tool has the ability to radically change the appearance of the government and public organizations. In the new era, a good governance is an accessible one, and the requirement for better governance is the quick and easy access of citizens to quality information and services. Good governance occurs in a government that provides the possibility of citizens' participation and supervision and helps them improve their quality of life, and this is not possible unless electronic governance is implemented (Safariyan & Emam jomezadeh, 2016). According to the UNESCO definition, e-governance means the use of information and communication technologies by the public sector with the aim of encouraging citizens to participate in the decision-making process in order to expand democracy, share information and create a responsive, transparent and effective government (Maccani et al., 2020).
The development of electronic government in countries increases transparency and reduces corruption in government activities and actions (Khosravani, 2018). Transparency has been introduced as a way to maintain or even increase trust, and evidence shows that decision-making transparency has a positive effect on citizens' trust in regulatory organizations (Grimmelikhuijsen et al, 2021). The concept of organizational transparency arises from the need to deal with corrupt practices and refers to easy access to information by stakeholders. Information should be available in a sufficient and comprehensible manner, and on the other hand, making decisions and implementing them should follow specific rules and regulations (Ghanbari & Moradi, 2018).
Therefore, the current research seeks to find an answer to the following main question: What is the e-governance forecasting model with the organizational transparency of Saderat Bank managers of Tehran province?
Theoretical Framework
Foresight
Foresight is structured disclosure and estimation that deals with long-term social, economic and technological development and needs. In this element, collaborative and interactive methods are used, so it includes a wide range of active actors (Saghafi et al, 2018).
Electronic governance
Electronic governance means the use of information and communication technology to exchange information and transactions between governments, government departments, government and citizens, and government and business in order to improve efficiency, effectiveness, transparency and accountability in the country (Estevez & Janowski, 2013).
Organizational transparency
Transparency means that decisions and their implementation are made using transparency rules and regulations, as well as the possibility of accessing information freely for all those who are exposed to these decisions. Another meaning of transparency is the expression of necessary and understandable information in specific forms and through public media (Ghiasi et al, 2021).
Umugwaneza & Kising'u (2023) investigated the impact of e-banking on the performance of commercial banks in Mombasa County, Kenya. The results of Pearson correlation showed that the capabilities of automated banking, mobile banking, internet banking and smart card banking have a positive and significant relationship with the performance of commercial banks in Mombasa, Kenya. The regression results showed that automated banking, mobile banking, internet banking and smart card banking had a positive and significant effect on the performance of commercial banks in Mombasa, Kenya. The regression results showed that mobile banking has a negative and significant effect on the performance of commercial banks in Mombasa, Kenya.
Heydari Fard et al, (2023) conducted a research entitled "The relationship between transformational leadership style and the rate of elementary school teachers' use of electronic teaching with the mediating role of organizational transparency" with the aim of testing the mediating role of organizational transparency in the relationship between the transformational leadership style and the rate of the use of electronic teaching by the teachers of primary schools in Ilam city. The results showed that in the sample of teachers, the hypothesized model of relative mediation of organizational transparency in the relationship between transformational leadership style and the amount of use of electronic teaching by primary school teachers in Ilam had a favorable fit with the data. In addition, the results showed that in the hypothesized model, all correlation coefficients and regression path coefficients were statistically significant, and the mediator of organizational transparency has a significant positive and indirect effect.
Research methodology
According to its purpose, the research method is applicable, and in terms of its implementation, it is mixed (qualitative-quantitative), with an exploratory nature. The statistical population of the research in the qualitative part included 12 experts (including university professors, organizational consultants, and senior managers of Saderat Bank in Tehran province), and non-random snowball sampling method was used. In the quantitative part, the statistical population includes all the employees of Saderat Bank in Tehran province, numbering 7170 people, of which 365 were selected as a statistical sample based on Karjesi and Morgan's table. The sampling method in this section is simple random. The data collection tool in the qualitative part is the use of interviews and research literature, and in the quantitative part, it includes two researcher-made questionnaires derived from the qualitative method.
Research findings
SPSS and PLS software were used for data analysis. The results showed that a total of 101 indicators and 6 dimensions were identified for the foresight of e-governance and 6 dimensions of organizational transparency of managers. All the components of e-governance foresight had a significant and positive relationship on the organizational transparency of managers, and the proposed model was formed. The results of the test of the relationships between the variables of the e-governance foresight relationship model with organizational transparency of managers show that the independent variables have been able to predict a strong level of changes in the dependent variables, and finally all the relationships between the variables of the e-governance foresight relationship model with organizational transparency Managers are approved.
Conclusion
The current research was conducted with the aim of predicting the relationship between e-governance and the organizational transparency of managers (case study: Saderat Bank of Tehran Province). The results of the present study are in agreement with the results of Heydari Fard et al, (2023), Mahmoudi et al, (2022), Bayrampur et al, (2021), Jamshidian et al, (2021), Panahi (2021), Umugwaneza & Kising' u (2023), Erkut (2020), and Iyad (2019). Bayrampur et al, (2021) showed that the environmental factor ranks second and the individual factor ranks third in the spread of administrative corruption in this research. Indicators of weak supervision, low risk of crime discovery, group homogeneity, and superiority of individual interests over public interests, and distance from spirituality (materialism and extreme luxury) are among the factors that play a large role in the occurrence of administrative corruption. With periodical and incidental monitoring and inspections, the risk of crime detection in organizations can be increased and the organizational environment can be made unsafe for any violation and corruption, and also by correcting and clarifying organizational structures, interactions and processes, and establishing the system meritocracy can manage and control corruption. The results of the second question of the research can provide different dimensions of information transparency and customer transparency to design a model to determine the effective factors in the occurrence of administrative corruption and examine the role of organizational supervision and transparency in preventing it.
According to the results obtained from the research, it is suggested:
- Preparing, designing and setting up a suitable framework for the employee suggestions system in the organization in order to pay attention to the suggestions of employees and respect their human personality and increase people's trust in the organization and strengthen the transparency of the organization.
- Compiling the dimensions of organizational transparency and institutionalizing it in people through training and advertising in order to strengthen organizational transparency and increase it in the organization.
- Providing information to employees by holding meetings, regular meetings of officials with employees, internal seminars, etc.

Abstract Abstract The aim of this study is to present a performance management model based on BSC and EFQM models in Golgohar Mining industrial companies. The research method is applicable-developmental, and the research method is descriptive-correlational, using structural equation modeling. The statistical population of the study includes 940 employees of Golgohar Mining and Industrial Company, of whom 270 were selected by simple random sampling using the Cochran formula. To collect research data, three questionnaires; BSC, EFQM, and performance management, were used, whose validity and reliability were appropriate and acceptable. Data analysis was performed using SPSS and AMOS statistical software. The results of structural equation modeling show that the conceptual model of performance management using the BSC and EFQM models in Golgohar Mining and Industrial Company has an acceptable fit, and the balanced scorecard and organizational excellence models, if integrated can provide a suitable framework for performance management in Golgohar Mining and Industrial Company by covering each other's weaknesses. Introduction Undoubtedly, what distinguishes our world today from the world of organizations a few decades ago is the unstable and complex environment, increasing competition, rapid change and developments, and the increasing development of communications (Siraj & Hágen, 2023); and, on the other hand, the remarkable and continuous developments in management knowledge that have made the existence of an effective performance management system inevitable for organizations (Ohlig et al, 2021); in such a way that the lack of evaluation in various dimensions of the organization (including the evaluation of the use of resources and facilities, employees, goals and strategies) is considered as one of the symptoms and diseases of the organization (Shen et al, 2021). Therefore, all organizations are somehow involved in the issue of organizational performance evaluation; but what they do not agree on are the frameworks, methods and processes (Ehmann et al, 2023). Performance management is a system for measuring the performance of human resources based on defined and agreed indicators (De Rooij et al, 2019). The goal of such a system is an economic and exploratory assessment of the various activities of an organization (Cvetkoska et al, 2023). In an organization, each individual needs to be aware of their position and performance in order to achieve the set goals and progress in their work [including reducing costs and waste, increasing productivity and efficiency and profits, increasing the satisfaction of those who refer to the organization with the services provided, improving the organization's output results, etc.] (Leviäkangas, 2021). Such awareness allows individuals to be aware of the weaknesses and strengths of their performance and behaviors, and to take the necessary measures to make their efforts more effective (Nguyen & Dao, 2023). BSC establishes a connection between strategic goals and criteria, and is responsible for planning goal setting and strategic alignment (Sarraf & Nejad, 2020). EFQM, as a comprehensive model for measuring the performance of organizations through the design and implementation of an organizational performance assessment system, analyzes their level of intelligent mobility in the optimal design of the movement path, the optimal implementation of goals, the review of the results obtained, and the measurement of the effectiveness of the actions taken; and determines the level of success of organizations in achieving excellence (Romero del Castillo et al, 2021). EFQM is also a methodological framework for evaluating the performance of organizations in two areas: processes and the results of these processes. The achievements of the assessment in this model are the strengths of the organization and its areas for improvement, which suggest a list of prioritized programs to achieve improvements. Based on the lessons learned from Total Quality Management (TQM), paying attention to the eight fundamental values ​​and concepts is a prerequisite for the success and continuous improvement of organizations (Bourillon et al, 2020). Based on the above, the researcher tries to address the main question: What is the performance management model based on the BSC and EFQM models in mining and industrial companies? Theoretical Framework Performance Management Performance management is a process for achieving the business and overall goals of the organization through greater employee participation in activities, and performance appraisal [in the realm of performance management] is defined as an effective means of monitoring and developing employees in work groups (Dolatiet al, 2020). Performance management is a systematic approach that leads to improved organizational performance through the processes of setting strategic goals, measuring, collecting and analyzing data, reviewing performance data reports, and applying its results (Bitkowska, 2018). Shariati et al, (2024) investigated the identification of factors affecting employee performance management with a human resource development approach in research and technology organizations. According to the interviews conducted, 6 dimensions of the paradigm model, 23 components, and 105 indicators were extracted. Then, according to the paired comparison questionnaire to identify influential and influenced dimensions, it was determined that among the 23 components, the components of the workplace, laws and regulations, socio-cultural factors, human resource planning, role clarity, performance measurement, organizational climate, reward system, employee communication, training, performance evaluation, professional ethics, leadership style, and motivational factors are the most influential, respectively. Nasiri et al, (2024) investigated the design of a general employee management model with an emphasis on performance management. The findings of the qualitative section showed that the major and core categories in the form of six dimensions of causal conditions, pivotal phenomenon, contextual conditions, intervening conditions, strategies and consequences were upgraded to a higher abstract level, and finally the paradigmatic model of the research was presented. In the quantitative section, the general management model was also approved. Research Methodology Regarding its purpose, the research method is applicable-developmental, and descriptive-correlation research method, of structural equation modeling type. The statistical population of the research includes 940 employees of the Golgohar Mining and Industrial Company, of whom 270 were selected by the Cochran formula using simple random sampling. To collect research data, three questionnaires were used: BSC, EFQM and performance management, whose validity and reliability were appropriate and acceptable. Research findings Data analysis was carried out using SPSS and AMOS statistical software. The results of structural equation modeling show that the conceptual model of performance management using the BSC and EFQM models in Golgohar Mining and Industrial Company has an acceptable fit, and the balanced scorecard and organizational excellence models, if integrated, can provide a suitable framework for performance management in Golgohar Mining and Industrial Company, by covering each other's weaknesses. Conclusion The present study was conducted with the aim of presenting a performance management model based on the BSC and EFQM models in Golgohar mining and industrial companies. The results of this study are consistent with the results of Shariati et al, (2024), Nasiri et al, (2024), Mahdavian sadr et al, (2022), Ismail & Amin (2021), Karaevli (2021), Shirtaheri et al, (2020), Kim (2020), Baruch (2019), and Deft (2019). Kim (2020) concluded that the performance evaluation model, a combination of the balanced scorecard and organizational excellence models, is effective in managing the performance of the insurance industry. Baruch (2019) showed: Prioritizing the improvement projects proposed by the EFQM model, according to the strategic and long-term goals of the organization, seems necessary. Karaevli (2021) in a study showed: the balanced scorecard (BSC) and the European Quality Model (EFQM) are tools for evaluating the performance of the organization with the aim of continuous organizational improvement. Given the expansion of organizational performance management methods, it is necessary to pay sufficient attention to choosing a method that will result in the highest possible return on investment. According to the results of the study, the following suggestions are made: - It is recommended to the managers of Golgohar Mining and Industrial Company; Considering the relationship between strategic goals (BSC goals) and the criteria of the Excellence Model (EFQM) to determine the level of achievement of goals and also to increase the efficiency of these goals, use the EFQM criteria. For example: to achieve the goal of growth and learning, pay special attention to the criteria of leadership, strategy, employees and partners. - It is recommended; special attention should be paid to the criteria of the excellence model because these factors can provide a reliable understanding of the assumptions, needs and expectations of customers, global markets for greater competitiveness, as well as continuous improvement of processes based on the precise identification of situations and demands through the analysis of customer data, operational data and external benchmarks, etc.

Abstract Abstract
The aim of the current research is to design an entrepreneurial model in the banking network with a digital technology approach. The research method is applicable according to its purpose, quantitative in terms of execution method, and exploratory research in terms of nature. The statistical population of the research includes 384 experts in the field of information technology and entrepreneurship in the banking industry, by simple random sampling method. A questionnaire was used to collect data. AMOS software and Interpretive Structural Modeling (ISM) were used for data analysis. The results showed that the fields of creation and expansion of digital entrepreneurship by banks with dimensions of development of financial technologies, creation of electronic business models, development of electronic entrepreneurship facilities, management of e-commerce infrastructure, development of digital currency and blockchain, the absorption of digital entrepreneurship ideas, and the development of e-banking play a key role in creating a digital banking entrepreneurship network. Also, the development of banking entrepreneurship with the dimensions of organizational entrepreneurship development, commercial entrepreneurship development, electronic entrepreneurship development, and digital entrepreneurship model development leads to the acceleration of the creation of the banking digital entrepreneurship network. The results showed that the fields of creation and expansion of digital entrepreneurship by banks have a positive and significant effect on the creation of the banking digital entrepreneurship network. The development of banking entrepreneurship has a positive and significant effect on the creation of the banking digital entrepreneurship network.
Extended Abstract                                          
Introduction
Entering the era called the information society, which involves the entry of new technologies into different areas of life, entrepreneurship in the digital space as a new approach in starting a business based on a new thinking and idea has found a prominent position among the activists in the field of services and production. Digital entrepreneurship can be considered a type of job creation based on the components of information and communication technology directly. Perhaps, entrepreneurship in cyber space can be considered as one of the most important fields of job creation in the third millennium, which provides an opportunity to use creative forces with the lowest cost and maximum effectiveness in business (Tovafi Far et al, 2018). Continuous advances in digital technology and digitization of business models have changed the entrepreneurial landscape and redefine the goals and requirements of entrepreneurship education to match the new digital reality in entrepreneurship (Sitaridis, 2024).
One of the areas that can have a great impact on entrepreneurship is banking and digital technology. The banking sector in the context of digital technology as electronic banking can eliminate many weaknesses of traditional entrepreneurship and transform the entrepreneurship sector with timely financing. By conducting this research, we can explain the role of electronic banking in the context of digital technology to eliminate entrepreneurship problems. Based on the mentioned contents, Iran's economy as a developing economy is facing many problems in the field of entrepreneurship. Banks, as institutions that provide financial resources in Iran's economy, sometimes enter their resources in non-productive fields and face economic growth with problems. Entrepreneurship is one of the best ways to use banking resources. The entrepreneurship of banks in the context of digital technologies, which is associated with information transparency, can remove the economy from recession by eliminating the problem of unemployment at the same time. One of the main issues and problems in the economy of developing countries is the creation of money without support by the banking system and the failure to direct these resources to appropriate and productive sectors. Digital technology can play an important role in development by tracking and transparency in the use of cash resources of banks and directing them towards entrepreneurship. Based on this, the main problem of the current research is to answer this question: What is the model of entrepreneurship in the banking network with a digital technology approach?
Theoretical framework
Digital entrepreneurship
Digital entrepreneurship refers to applying the entrepreneurial process in the digital environment and using information technology, which plays a significant role in the development of banks. Organizations need new solutions and methods to face the issues and problems and threats caused by the dynamism and complexity of the environment and take advantage of new opportunities (Dehghan Dehnavi et al, 2019).
Digital technology
Digital technologies provide new opportunities for entrepreneurs to start businesses and sell their products and services worldwide. Virtualization is eliminating a large part of costs in the economy and barriers to entry and providing new opportunities to new generation entrepreneurs and increasing digital technologies to meet new needs (services and products) in the economy (Ben Youssef et al, 2021).
Abdi et al, (2024) investigated the presentation of the entrepreneurship development model in the national oil refining industry with the approach of preventing environmental damage. It showed that there is a positive and significant effect between the components and dimensions of entrepreneurship development in the national oil refining industry with the approach of environmental damage prevention, and the model has a good fit.
Dehban et al, (2019) investigated. By using the business model based on cooperation in 7 categories, the mobile phone operator can use the advantage of blockchain technology and produce new value-added services, due to access to the infrastructure and information of the customers' communication network, as well as reduction of the material losses of the current traditional business model.
Research methodology
The research method is applicable according to its purpose, quantitative in terms of execution method, and exploratory research in terms of nature. The statistical population of the research includes 384 experts in the field of information technology and entrepreneurship in the banking industry, by simple random sampling method. A questionnaire was used to collect data.
Research findings
AMOS software and Interpretive Structural Modeling (ISM) were used for data analysis. The results showed that the fields of creation and expansion of digital entrepreneurship by banks with dimensions of development of financial technologies, creation of electronic business models, development of electronic entrepreneurship facilities, management of e-commerce infrastructure, development of digital currency and blockchain, the absorption of digital entrepreneurship ideas, and the development of e-banking play a key role in creating a digital banking entrepreneurship network. Also, the development of banking entrepreneurship with the dimensions of organizational entrepreneurship development, commercial entrepreneurship development, electronic entrepreneurship development, and digital entrepreneurship model development leads to the acceleration of the creation of the banking digital entrepreneurship network. The results showed that the fields of creation and expansion of digital entrepreneurship by banks have a positive and significant effect on the creation of the banking digital entrepreneurship network. The development of banking entrepreneurship has a positive and significant effect on the creation of the banking digital entrepreneurship network.
Conclusion
The current research was conducted with the aim of designing an entrepreneurial model in the banking network with a digital technology approach. The results of this research is aligned with the results of Abdi et al, (2024), Dehban et al, (2019), Ganj Ali & Bagheri Majed (2019), Tavazoei Far et al, (2018), Asdallah et al, (2018), Lin (2022), Ben Youssef et al, (2021), Kumar et al, (2020), Ghezali & Boudi (2020), and Gieure et al, (2020). Ben Youssef et al, (2021) showed that personal attitude and behavioral content are the main determinants of entrepreneurial intention.
Regarding the results obtained from the financial technology development component, it can be suggested that by creating a digital efficiency network, banks will help economic growth in the context of entrepreneurship by investing in the fields of creating and expanding digital entrepreneurship in the field of financial technology development, creating electronic business models, developing electronic entrepreneurship facilities, management of E-commerce infrastructure, development of digital currency and blockchain, absorption of digital entrepreneurial ideas, and development of electronic banking. In connection with the creation of the banking digital entrepreneurship network, it is suggested to the managers of the banking sector to provide the preparation for digital banking entrepreneurship by holding in-service courses for high-ranking bank managers in the field of organizational entrepreneurship, commercial entrepreneurship, electronic entrepreneurship and digital entrepreneurship models.

Abstract Abstract The purpose of this research is to investigate the presentation of the organizational team performance model with the approach of non-economic motives of organizational citizenship behavior in the municipalities of Tehran province. The current research is applicable in terms of purpose, and descriptive-analytical in terms of nature and method. The statistical population of the present study includes 100,000 employees of the municipality of Tehran province, which was determined 384 people due to the large sample size using the Morgan Karjesi table. Sampling was done by simple random sampling. The collection tool in this research includes a researcher-made questionnaire derived from the qualitative method. 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 the skills, expertise and resources of the organization along with the relevant components have an impact on the competitive environment of the organization. The findings also showed that the role of skill and expertise with a coefficient of 0.462 in the competitive environment of the organization is stronger than the role of organizational resources with a coefficient of 0.390, and the model has a good fit. Extended Abstract                                           Introduction Employee performance has always been considered as one of the main organizational resources by organizations due to the importance of human resources. A work team will be formed by putting the employees together. Work teams act based on the opinions of team's members; as a result, work teams will perform differently in different situations (Eskandar et al, 2020). Teamwork role in advancing the organization's goals of team building and work of the team helps to clearly outline the vision and common goals, and by creating a spirit of trust among human resources, the organization evokes a sense of commitment and responsibility. By emphasizing teamwork, the organization not only provides the spirit of cooperation and accountability, but also educates people who continuously seek to participate in decision-making, problem solving, and applying acquired knowledge and skills. Teamwork is the best method to provide high performance and team performance is evaluated through various criteria such as reducing errors, continuous quality improvement, increasing efficiency, and customer satisfaction (Abediyan et al, 2018). Based on the research, it is possible to examine the indicators of trust between team members, members' trust in the leader, participation and cooperation as effective factors on team performance. One of the issues raised regarding human resources is organizational citizenship behavior (Akbarimehr et al, 2020). Organizational citizenship behavior is a trans-role performance that includes more than the official roles of employees, i.e. voluntary and often unrewarded behaviors. A good citizen of the organization has a variety of behaviors such as accepting and assuming additional duties, following the regulations and procedures of the organization, maintaining and developing a positive attitude, and tolerating dissatisfaction and problems of the organization (Shamsi, 2020). Therefore, the researcher tries to answer the question: what is the model of organizational team performance with the approach of non-economic motives of organizational citizenship behavior in the municipalities of Tehran province? Theoretical Framework Team performance of the organization One of the most important characteristics of successful organizations is the tendency to team work and to revive the spirit of participation and constructive cooperation. Meanwhile, what helps organizations to increase their ability and face challenges is the formation of appropriate and effective teams. Team work is one of the most important facilitators in achieving positive and cost-effective results in the field of organization. Also, teams and working groups are a pleasant and acceptable mechanism for everyone to perform and complete tasks with more speed and efficiency in organizations (Makandi et al, 2021). By emphasizing on team building, the organizations can not only create and exploit multiple skills and spread the spirit of cooperation and responsibility, but also cultivate people who continuously seek to participate in decision-making and problem solving, and applying the acquired knowledge and skills (Nadi et al, 2017). Organizational citizenship behavior The study of people's behavior in work environments has been of interest to management science thinkers for a long time, and many studies have tried to classify behaviors and their causes. But a topic that has been raised in the last two decades and has attracted the attention of psychologists and sociologists in addition to behaviorists is organizational citizenship behavior (Ho& Li, 2020). Organizational citizenship behavior is a kind of valuable and useful behavior (Sadeghi ajeh, 2014) which includes diverse behaviors of employees such as accepting and assuming additional responsibilities, following the rules and procedures of the organization, maintaining and developing a positive attitude, patience and tolerating dissatisfaction and problems in the workplace (Qiu et al, 2019). Ghanbari & Ahmadi (2022) investigated the role of individual citizenship behavior in the organizational innovation of schools with the mediating role of knowledge sharing in primary school teachers. The results showed that individual citizenship behavior and knowledge sharing of teachers have a significant effect on the organizational innovation of schools at the level of 0.05. Individual citizenship behavior through knowledge sharing has a significant effect on the organizational innovation of schools at the level of 0.05. Also, individual citizenship behavior and knowledge sharing can explain 47% of the variance of schools' organizational innovation. Jafari & Jafari (2022) analyzed the effect of human capital on competitiveness in an article titled "Analysis of the effect of human capital on competitiveness in the insurance industry" (case study: Dana Insurance Company, Khorram Abad branch) with the structural equation modeling method. The results showed that human capital has a positive and significant effect on the competitiveness of Dana Insurance Company. On the other hand, by testing the hypotheses of the research, it was found that among the dimensions of human capital, the ability dimension of employees has a more positive and significant impact on competitiveness; therefore, human capital can be considered as a fundamental factor affecting the competitiveness of Dana Insurance Company, which increases its competitiveness. 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 present study includes all the employees of the municipality of Tehran province, which has more than 100,000 employees. In order to estimate the appropriate sample size, the Morgan table was used, based on which, since the number of the statistical population is 100 thousand, the sample size was considered to be 384 people using the Morgan Karjesi table, and simple random sampling method was used. The research data collection tool includes a researcher-made questionnaire derived from the qualitative method Research findings SPSS and PLS software were used for data analysis. The findings of the research showed that the skills, expertise and resources of the organization along with the relevant components have an impact on the competitive environment of the organization. The findings also showed that the role of skill and expertise with a coefficient of 0.462 in the competitive environment of the organization is stronger than the role of organizational resources with a coefficient of 0.390, and the model has a good fit. Conclusion The current research was conducted with the aim of presenting the model of organizational team performance with the approach of non-economic motivations of organizational citizenship behavior in the municipalities of Tehran province. The results of this research corresponds with the results of SUKRESNA et al, (2021), Azila-Gbettor et al, (2021), Aghighi et al, (2020), Alfawaire & Atan (2021), Motiei et al, (2021), and Emeagwal & Ogbonmwan (2018). SUKRESNA et al, (2021) showed in a research that organizational citizenship behavior can mediate the relationship between the mental structures of organizational performance and employees' perceptions of their leaders, as well as their motivation to serve in the public sector. According to the present research, the following suggestions are presented: - Training employees to communicate well with others; - Skill training in using modern technologies and acquiring job skills and expertise; - The skill of employees in changing their role and giving energy to others and improving individual ability to influence decision-making; - Employees are employed as productive tools with motivation and talent in the organization; - Give importance to the team resources of employees in the organization;  

Abstract Abstract The purpose of this research in the first stage was to examine the mediating role of customer commitment on the relationship between customer's experience and engagement behaviors, and in the second stage to investigate the relationship between customer experience components on commitment and customer engagement behaviors and commitment on customer engagement behaviors. This research is applicable and of a descriptive-survey type. The statistical population of this research was all customers of Ofogh Korosh stores in Isfahan city, the sample size was determined based on Cochran's formula for an unlimited population of 384 people; and for greater certainty, 429 questionnaires were collected and analyzed. A simple random method was used for sampling, and a questionnaire was used to collect data. Also, the reliability of the research was evaluated and confirmed through Cronbach's alpha coefficient. In order to test the hypotheses, the structural equation model and Smart PLS version 3 and SPSS version 19 software were used. Data analysis showed that there is a significant relationship between customer experience and customer engagement behaviors with the mediating role of customer commitment. There is a positive and significant relationship between the components of customer experience (cognitive, emotional, physical/sensory, and social) with customer commitment. In addition, there is a positive relationship between customer commitment and customer engagement behaviors. There is a significant relationship between customer experience components (cognitive, emotional, physical/sensory, and social) with customer engagement behaviors (acceptance, cooperation, feedback, helping others, and positive word-of-mouth advertising). Therefore, by focusing on providing positive customer experiences that strengthen commitment, organizations can drive engagement behaviors and cultivate a loyal customer base. Extended Abstract Introduction Creating an excellent customer experience is a major and challenging issue in marketing (Saeedi et al, 2023; Raeisi Ziarani et al, 2023) and for companies in today's competitive world, it has created a competitive environment where four out of five companies compete with each other for customer experience; and success belongs to those companies that create a better experience for customers (Saeedi et al, 2022); because creating a positive experience is the basis for business growth and development (Raeisi Ziarani et al, 2023). Pleasant experiences can give customers a higher perception of service quality and encourage them to provide suggestions and information to retailers and other customers (Raeisi Ziarani et al, 2023). Customer experience plays an important role in shaping customer commitment (Yingfei et al, 2022). Studies have shown that customers who have a positive social experience interacting with retail employees or other customers contribute to the retailer and other customers and may develop a committed and emotional relationship with the retailer (Raeisi Ziarani et al, 2023; Merdiaty et al, 2023). 2022). Therefore, organizations should prioritize providing exceptional customer experiences to strengthen customer commitment. In addition, commitment affects customer engagement behaviors and causes customer engagement (Chen et al, 2010). In the field of retail, companies must establish strong relationships between the company and the customer by involving customers. Customer engagement is defined as the behavioral disclosure of customers towards a company, product or brand that originates from motivational stimuli (Xuan Do et al, 2020; Barari et al, 2021). According to social exchange theory, customers committed to a particular retailer are willing to support the company as a sign of mutual involvement (Anaza & Zhao, 2013). The social exchange theory shows that when customers are satisfied with the services received from a company, they consider the company as their trading partner to provide superior services and are motivated to voluntarily engage in extra-role behaviors (Raeisi Ziarani et al., 2023). Therefore, customers who gain effective social experiences from interacting with retail employees or other customers are more inclined to help retailers and other customers (Roy et al, 2022). In addition, customer engagement is influenced by customer experience factors and plays a central role in the value creation process that can be beneficial for both parties (Honora et al, 2023). Raeisi Ziarani et al. (2023); Syahputra & Murwatiningsih (2023); and Merdiaty et al. (2022) state that in order to achieve positive customer engagement, companies must create a positive experience for customers. Studies indicate that customers who have positive experiences with the brand are more likely to participate in behaviors such as brand advisors, participating in loyalty programs, and providing feedback (Shukla et al, 2016). But when the customer's evaluation of the brand experience is negative, he tends to inappropriate behaviors such as not providing feedback (Chen et al, 2021). As a result, the researcher of this study seeks to answer two questions: Does commitment have a mediating role on the relationship between experience and customer engagement behaviors or not? and do the components of customer experience have an effect on the commitment and behavior of customer engagement or not? Theoretical framework Customer experience Customer experience is considered as direct or indirect customer interactions that are influenced by cognitive, emotional, physical/sensory and social elements in the interaction process (Roy et al, 2022). A pleasant experience makes the customer return to use the services provided by the company (Syahputra & Murwatiningsih, 2019). Customer commitment Commitment is defined as a multidimensional structure that includes emotional, normative, economic, compulsory and habitual components, and both parties desire to maintain long-term relationships (Roy et al, 2022). Studies have shown that customers who have a positive experience interacting with retail employees develop a committed and emotional relationship with the retailer (Merdiaty et al, 2022) and if they have a poor experience, they are less likely to communicate with the brand or retailer (Shukla et al, 2016). Customer engagement behaviors Customer engagement is defined as a psychological state that reflects interactive and creative experiences of customers with a company (Verleye et al, 2014). Customers will believe that the company cares about their interests and needs when they feel that the company has the ability and integrity necessary to provide good answers to customers during interactions with them (trusting the company). Therefore, customers will be committed to the company, and this will increase their willingness to create and maintain quality relationships with the company (Roy et al, 2022; Wijaya & Simamora, 2023). Paisri et al., (2022) investigated customer experience and commitment on electronic word of mouth advertising and revisit intention. The results showed that there is a positive relationship between all components of customer experience (educational, entertainment, aesthetic, and escape) and commitment (emotional and continuous). Affective commitment mediates the relationship between entertainment experiences, escape from reality, electronic word of mouth and revisit intention. Finally, they stated that managers should focus on customer experience to create customer commitment, positive electronic word of mouth, and revisit intention. Mozaffari Asrami & Yousefi Saeedabadi (2021) investigated the effect of brand experience on customer engagement, considering the mediating role of service quality. The results showed that brand experience has a significant effect on customer interaction. Also, brand experience affects the quality of service. In addition, service quality has a direct effect on customer interaction; and finally, service quality plays a mediating role on the relationship between brand experience and customer engagement. Research methodology The present study is applicable in terms of purpose, and descriptive-survey in terms of data collection. The statistical population of this study is all the customers of Ofogh Korosh stores in Isfahan city. The sample size was determined based on Cochran's formula for an unlimited population of 384 people; and for greater certainty, 429 questionnaires were collected and analyzed. Simple random method was used for sampling, and closed questionnaire of Roy et al. (2022) with a five-point Likert scale was used to collect data. Research findings In order to test the hypotheses, the structural equation model was used through the partial least squares method, and Smart PLS version 3 and SPSS version 19 software were used. The findings of the research showed that based on the significant values ​​related to the hypotheses, the main hypothesis and the first to ninth sub-hypotheses were confirmed except the sixth hypothesis. As the results showed, customer commitment mediates the relationship between customer experience and customer engagement behaviors (Sobel test statistic is 4.45 and is higher than 1.96). Also, there is a significant relationship between the components of customer experience (emotional, sensational, physical/sensual and social) with customer commitment (total significant coefficients are greater than 1.96). In addition, there is a significant relationship between commitment and customer engagement behaviors (the significant coefficient is equal to 7.58, which is higher than 1.96). Finally, the components of customer experience, including emotional, physical/sensual, and social, have an effect on customer engagement behaviors (total coefficients of the significance is greater than 1.96), while the cognitive component has no relationship with customer engagement behaviors (the significance coefficient is equal to 1.09, which is less than 1.96). Conclusion The purpose of this study in the first stage is to examine the mediating role of customer commitment on the relationship between experience and customer engagement behaviors, and in the second stage to investigate the relationship between customer experience components on commitment and customer engagement behaviors, and commitment on customer engagement behaviors. The results of this research is consistent with the results of Roy et al., (2022); Yingfei et al., (2022); Paisri et al., (2022); Mozaffari Asrami & Yousefi Saeedabad (2021); Chen et al., (2021); Raeisi Ziarani et al., (2023); and Barari et al., (2021). The results related to the main hypothesis showed that customer commitment mediates the relationship between customer experience and customer engagement behaviors. Therefore, it is suggested that Ofogh Korosh store should use attractive discounts and support the ideas and opinions of loyal customers in order to improve customer experience and engagement. The results related to the first to ninth sub-hypotheses (except the sixth sub-hypothesis) showed that the components of customer experience have an effect on customer commitment and engagement behaviors. Therefore, it is suggested that the store of Afogh Korosh causes customer commitment and involvement through easier transportation, offering discounts based on the purchase volume, creating a relaxing atmosphere, providing training to the employees to establish satisfactory communication. The results related to the fifth hypothesis showed that commitment has an effect on customer engagement behaviors. Therefore, it is suggested that Afogh Korosh store increases customer commitment by handling customer complaints and empathizing with front-line employees, and increasing customer interaction with the store by facilitating service delivery and requests to fill out customer feedback forms. Finally, the variables present in this research are necessary for the survival of any retail store, and not paying attention to them leads to the reduction of long-term relationships with customers, which results in the lack of profitability of the retail store. Also, buyers who are committed to a relationship show a willingness to make more efforts on behalf of the company in return for previous benefits received from the company, and are more willing to associate with the organization and help recover failed services. By increasing the level of commitment, customers gain a better understanding of what is expected of them during the exchange process and spend more time contributing to the successful delivery of the company's services in the future.

Abstract Abstract The purpose of this research is to investigate the effect of organizational structure on the complexity of value-based management, which is applicable in terms of purpose, and descriptive-survey in terms of the nature and method of information collection. The statistical population of the present study includes executive directors and financial managers of companies listed in the Tehran Stock Exchange, and based on the available population and Cochran's formula, 317 people were selected by simple random sampling. The collection tool in this research is Novotani's questionnaire (2023), which has 4 components and 15 items. After checking the normality of data distribution using the Kolmogorov-Smirnov test, SmartPLS 3 software was used to test the hypotheses. The research findings showed that vertical differentiation has a negative and significant effect on the complexity of value-based management (t=-4.052). Centralization and formalization have a positive and significant effect on the complexity of value-based management (t=9.108). Also, horizontal integration has a positive and significant effect on the complexity of value-based management (t=8.67). Formalization also has a positive and significant effect on the complexity of value-based management (t=7.25). In general, it can be said that the organizational structure is effective on the complexity of value-based management; therefore, the complex process of value creation is realized and developed in the context of the appropriate formulation of organizational structure components along with the application and development of strategic management accounting innovations. Introduction Value-based management systems are designed to motivate managers to engage in actions that maximize stakeholder value (Bruck et al, 2018). Despite the widespread use of value-based management and its connection to scientific research, there is still little information about the reasons for the reported differences in the implementation of value-based management (Firk et al, 2019). Recent literature on the drivers of value-based management implementation focuses on environmental and intra-organizational factors (Burkert & Lueg, 2013) and largely ignores organizational factors; while the structure of a company, which is an important organizational factor, has specifically been reported as an effective factor on the adoption of administrative innovations and the design of management control systems (Lee & Yang, 2011) and its effect is only partially tested in a value-based management environment. The analyzes show that organizational structure variables including centralization, formalization and horizontal integration are positively correlated with the implementation of value-based management, and it is argued that centralization is due to providing a consistent framework for an organization to accurately implement value-based management is higher due to political appropriateness. Centralization seems to protect the value-based management system from potential social pressures. Also, formalization and horizontal integration seem to facilitate the implementation and sustainable use of value-based management. High levels of these structural variables are suggested to create a higher organizational fit (technical, political, and cultural fit) that helps maintain value-based management with respect to potential deinstitutionalization in the last stages of promotion. While vertical separation generally does not have a significant effect on the implementation of value-based management, the findings show a significant negative effect on organizational members' beliefs of value-based management, which we interpret as cultural incompatibility with value-based management. This research contributes to the development of the literature related to the promotion of management accounting innovation and value-based management in the following ways: First, organizational structure is related to differences in the implementation of value-based management, and it is argued that the specific structural characteristics of an organization determine coordination with the characteristics of a specific management accounting innovation (Ansari et al, 2010). Second, it provides detailed findings regarding the interactions of different structural aspects on the sub-components of value-based management implementation. In particular, centralization results contradict with principled claims that decentralization is generally favorable for value-based management, and recent qualitative findings confirm the deterrent effects of decentralization in a value-based management environment (Chiwamit et al, 2017). The main question of the current research is: what effect does organizational structure have on the complexity of value-based management? Theoretical foundations Value-based management is described as an integrated management control system that aligns the entire organization with the strategic goal of maximizing stakeholder value (Schultze et al, 2018). Although value-based management is not a new management control system, it is considered as an innovation after being applied in an organization. Value-based management defines value creation interdependencies in the organization (value drivers) and organizational procedures with cause and effect (action plans), and creates incentives for goal setting and reward system. Mohammadi Qashlaq & Atash Soz (2023), in a research titled investigation of the relationship between knowledge management and environmental variables of the organization with the organizational structure of companies operating in Urmia industrial towns, showed that there is a positive and significant relationship between knowledge management and the environmental variables of the organization with the organizational structure. According to them, the environmental variables of the organization can affect the organizational structure of the companies operating in the industrial towns of Urmia. Mohammadi Pushharaki & Landran Esfahani (2023) in a research titled organizational structure on the complexity of value-based management in knowledge-based companies reported that a high level of concentration with the political suitability of an organization had a positive relationship with value-based management, while vertical differentiation with cultural fit seems to have a negative relationship with value-based management. High levels of formalization and horizontal integration indicate technical, political and cultural fit with value-based management, which has helped to achieve a high level of value-based management implementation. Research method The current research is descriptive of the correlative type and applicable in terms of purpose. A questionnaire (Nowotny, 2023) was used to collect data related to the organizational structure variable. This questionnaire has 4 components and 15 items. Its components include centralization (4 questions), formalization (4 questions), horizontal integration (4 questions) and vertical differentiation (3 questions). In order to collect data related to the value-based management complexity variable, Novotny's questionnaire (2023) was used and this questionnaire has 23 items and 6 portfolio components (4 questions) - financial value (3 questions) - non-financial value (3 questions) - goal setting. (5 questions) - Plan of actions (4 questions) - Mentality (4 questions), and was investigated based on Likert's 5-factor scale. The statistical population of the research includes financial and executive managers of different levels working in companies admitted to the Tehran stock market. It should be noted that the distribution of measurement parameters is homogeneous in the statistical community and no specific idea has been considered for the structure of the community. The sampling method is simple random. In addition to being simple, this method also has acceptable accuracy. In this research, 353 questionnaires were completed, of which 36 were discarded due to confusion and lack of answers to all the questions, and 317 questionnaires were evaluated in the final. Research findings The results of the factor analysis of the questionnaire items showed that all the items are greater than 0.4, and the value of the t statistic is greater than 1.96, so the questionnaire has desired validity. The fitting of the structural model using t coefficients is such that these coefficients must be more than 1.96 in order to confirm their significance at the 95% confidence level. The significant results of the coefficients are reported based on the value of the t statistic; so that if the value of t statistic is greater than 1.96, it can be concluded with 95% confidence that the independent variable has an effect on the dependent variable. Factor loadings indicate the correlation between each obvious variable (questions) and its related factors. Questions with factor loadings less than 0.4 are not sufficient to remain in the model and should be removed. As you can see in the model, all the numbers are above 0.4, so no question is deleted. R² determination coefficient criterion (R Squares): The value of R² is calculated only for the dependent (endogenous) structures of the model, and in the case of exogenous structures, the value of this criterion is zero. The higher the value of R² related to the endogenous structures of a model, the better the fit of the model. Chain (1998) considers three values ​​of 0.19, 0.33, and 0.67 as criteria for weak, medium and strong values ​​of the fit of the structural part of the model by R² criterion. Predictive quality criterion (Q²): It specifies the prediction of the model. Models that have an acceptable structural fit should be able to predict indicators related to the endogenous structures of the model. Discussion and conclusion  Three main structural variables, including centralization, formalization and horizontal integration, show a positive relationship with the complexity of value-based management. These results suggest that organizational structure is another reason for the frequently reported differences in the complexity of value-based management. According to the obtained results, formalization has a positive relationship with the complexity of value-based management in general and each of the sub-dimensions of value-based management. These results are consistent with our assumption that formalization increases the transparency of organizational processes, and thus formalization seems to facilitate the identification and interconnection of financial and especially non-financial value drivers. The results also show that if the information about the unit's activities is spread throughout the organization, it increases the political fit with value-based management, and can reduce the opportunistic behavior of employees or unit departments in an organization. Furthermore, it is argued that in companies with high horizontal integration, there are cultural practices in which employees are willing to adjust action plans based on the logic of value-based management when necessary, and thus appear to show more belief in value-based (cultural appropriateness) management. This research contributes to the existing literature on value-based management and promoting management accounting innovations. Although recent research reports contingent factors that affect the implementation of value-based management at the environmental level such as perceived environmental uncertainty (Burkert & Lueg, 2013) and the intra-organizational level, such as top management team characteristics (Burkert & Lueg, 2013) and financial manager succession (Firk et al, 2019), the findings of this research expand by identifying organizational structure as an important relevant factor at the organizational level. Therefore, we find that organizational sub-variables affect the technical, political and cultural fit of an organization with value-based management differently and interdependently. Previous studies showed that mechanized organizations were more successful in implementing administrative innovations. This research shows that formalization gives organizational members the ability to effectively transfer new rules to routines that become institutionalized and remain.

Abstract Abstract The purpose of this research is to design a model for measuring and valuing technical knowledge in the halal food industry. The present research is applicable in terms of purpose, and a mixed research (qualitative-quantitative) exploratory. The statistical population of the research in the qualitative part included 20 scientific experts and executive experts of the halal food industry, who were selected by non-probability judgmental and purposeful sampling. The statistical population of the quantitative part included 250 people from the food industry experts of Tehran province, among whom 152 people were selected using the Cochran formula and selected as the sample size by cluster random sampling method. The data collection tool in the qualitative part included a semi-structured interview, and in the quantitative part, a researcher-made questionnaire. The validity of the interviews was confirmed through retesting. And the content validity of the quantitative part of the questionnaire was also confirmed by the experts. In order to analyze the data of the qualitative part, the theme analysis method was used, and SPSS and PLS software were used for the quantitative part. The results showed that the measurement and valuation model of technical knowledge in the food industry consists of four main dimensions including: factors related to the company/organization, factors related to the extra-organizational environment, factors related to the nature of technology, and factors related to the technology market; along with 15 components and 72 indicators. The results of the research in the quantitative part also confirm the significant relationship between the dimensions, components and indicators of the final research model. Extended Abstract Introduction According to the Holy Quran, having a healthy body and soul is one of the requirements to achieve happiness in this world and the hereafter. In addition to that, the increasing development of the market of halal food products in the world, its globalization and the share of global markets in this field have made it necessary to design a model for measuring and valuing technical knowledge in the halal food industry. The subject of halal and paying attention to the culture of its use is a subject that is emphasized by the religion of Islam. By reflecting on the verses and narrations, we can clearly understand that this issue is extremely important in the view of Islam, and Islam has paid a lot of attention to it, and has mentioned many effects and consequences for observing or not observing it (Destmarad & Ghaibi, 2022). Valuating phenomena is a difficult task, but it is one of the most important activities of the present era. The rapid expansion of knowledge-based businesses in the last century has also made it necessary to examine conceptual points in the valuation of the entire business and the resources used (Zhou, 2021). So far, a standard and certain formula for valuing technical knowledge and technology of halal food industry has not been developed; but there are different methods that take into account the variables affecting the value of technology to some extent and provide acceptable solutions (Samuel et al, 2018). In valuing a technology, several factors such as environmental conditions, existence of suitable markets, etc. are influential; but in most cases, the final price of technology is determined through negotiation and depends on the negotiation skills and bargaining power of the parties to the transaction (Ghazinoory et al, 2016). Based on this, the current research is looking for an answer to this question: What is the model of measuring and valuing technical knowledge in the halal food industry? Theoretical Framework Valuing technical knowledge Today, knowledge and information is an important and vital factor for managing ambiguity and environmental complexities (Hsu et al, 2013) and technical knowledge is one of the most important intangible assets of companies, which the rapid changes in knowledge-based economies in the 21st century has increased its determination rate day by day (Gou et al, 2019). Technical knowledge is a collection of useful, confidential, innovative and valuable industrial information, along with it there is a collection of technical and non-technical knowledge and skills useful in the design, construction and other operations of an industrial unit used to produce a product or provide the required materials (Bahrami et al, 2022). Al-shami & Abdullah (2023) examined the challenges of certification issiuing and exploitation of halal food industries and the opportunities of implementing the production system in Malaysia. The food and beverage sector, whose end products are consumed by humans, must face stricter and more extensive quality and safety standards. Hervani et al, (2022) reviewed blockchain technology and sustainable supply chains from a social-valuation point of view. The results of this study showed that economic market valuation and non-market valuation can be used for blockchain technology. Research methodology The present research is applicable in terms of purpose, and a mixed (qualitative-quantitative) exploratory research. The statistical population of the research in the qualitative part included 20 scientific experts and executive experts of the halal food industry, who were selected by non-probability judgmental and purposeful sampling. The statistical population of the quantitative part included 250 people from the food industry experts of Tehran province, among whom 152 people were selected using the Cochran formula as the sample size, selected by cluster random sampling method. The data collection tool in the qualitative part included a semi-structured interview, and in the quantitative part, a researcher-made questionnaire. The validity of the interviews was confirmed through retesting. And the content validity of the quantitative part of the questionnaire was also confirmed by the experts. Research findings In order to analyze the data of the qualitative part, the theme analysis method was used, and SPSS and PLS software were used for the quantitative part. The results showed that the measurement and valuation model of technical knowledge in the food industry consists of four main dimensions including: factors related to the company/organization, factors related to the extra-organizational environment, factors related to the nature of technology, and factors related to the technology market; along with 15 components and 72 indicators. The results of the research in the quantitative part also confirm the significant relationship between the dimensions, components and indicators of the final research model. Conclusion The current research has been conducted with the aim of designing a model for measuring and valuing technical knowledge in the halal food industry. The results obtained from this research has alignment with the theoretical foundations and findings of previous research such as Al-shami & Abdullah (2023), Hervani et al, (2022), Arefi et al, (2022), Destmarad & Ghaibi (2022), Liu et al, (2021), Yousefi (2021), Zhou (2021), Nikbakht et al, (2021), Bayat et al, (2021), Valdivia et al, (2020), Vaezi et al, (2020), Woo et al, (2019), Gooran et al, (2019), Samuel et al, (2018), Ghazinoory et al, (2016), Jang & Lee (2013), Bandarian & Bandarian (2013), and khatami firoozabadi et al, (2017). Since the valuation of technical knowledge has a decisive role in realizing the commercialization of knowledge, in this direction, it seems necessary to know the model of measurement and evaluation of technical knowledge and to try to develop it; and this issue reveals the role and the contribution of the present research in this field. The obtained results can provide a useful insight to the managers of the organization in the direction of how to value technical knowledge for use in the process of knowledge management and its commercialization. -It is suggested that, with regard to the knowledge-based economy evolution in the country and changing direction from value creation of traditional methods based on physical assets toward intangible knowledge and the importance of technical knowledge measurement, technical knowledge attachment should be considered for all technology transfer contracts. - It is suggested that the senior technology manager, in coordination with the managers of the technical and engineering and R&D units, continuously monitor and measure the organization's technical knowledge and the organization's need for technical knowledge, and remove the obstacles related to data and information limitations. In this regard, the strategies that can be adopted for the formation of coherent and integrated databases at the company level, the implementation of database management systems related to technical knowledge, and the monitoring of the validity, transparency, accuracy and adequacy of data should be given special attention.

Abstract Abstract The present study aims to explain how customer mindset affects the tendency to order food online. The research method is applicable in terms of its purpose, with a quantitative approach. The statistical population of this study was 384 customers of food ordering applications and the sampling method was available sampling. A questionnaire was developed to collect data and PLS Smart software was used to analyze the findings. The findings showed that advertising (impact coefficient: 0.410 to 0.480) and the ordering experience with the app (0.428 to 0.454) have the greatest effect on the relevance of content, competitors, and app features. Customer mindset with a coefficient of 0.861 is one of the most important variables, strengthened through time savings (0.328), rewards (0.526), ​​and support (0.590). Also, living conditions (up to 0.519), food quality (up to 0.271), and food price (up to 0.187) play a significant role in interaction with the application. The results showed that food quality, food price, and living conditions are independent variables. These factors affect advertising and ordering experience. The aforementioned components affect the components of app features, app content relevance and competitors. Therefore, it is suggested that food ordering application developers focus on these key factors to improve customer experience and increase the willingness to buy on digital platforms. Introduction Today, buying goods and receiving services is no longer limited to physical stores, but with the expansion of e-commerce, people can use online stores and digital platforms to buy and receive services. This evolution in business models allows companies to reach a wider audience and make the purchasing process easier for customers. Online stores have provided consumers with many advantages, including ease of price comparison, shopping anytime and anywhere, and access to a wide variety of goods and services (Al Maalouf et al., 2025). Therefore, businesses are increasingly using Internet technology to improve their business processes, allowing companies to deliver their services and products to customers faster and more efficiently, create a competitive advantage, facilitate customer relationship management, and reduce costs (Alalwan, 2020). In recent decades, online food ordering services have been rapidly changing and evolving in the food service industry market. These changes, especially in the food retail sector, have led researchers to carefully examine how consumers interact with these platforms. Despite the significant use of these services, there has not been enough research on consumer behavior towards online food ordering (Yang, 2024). In particular, studies that have examined consumer behavior in this area are limited in number, and more up-to-date research is needed to better understand this trend (Alvarez et al., 2022). Some studies have focused on factors such as convenience, accessibility, and delivery time that influence consumers' decision-making in using these services, but in general, there is still no complete understanding of the long-term effects of these platforms on consumer purchasing behavior (Siddiqi et al., 2024). Given that consumer mindset is a new topic that is mostly studied in the field of psychology and has many gaps in the field of consumer behavior, this study attempts to evaluate the role of customer mindset in the willingness to order food online. So far, no research has focused on the mindset of Iranian consumers. This article examines the impact of mindsets and other psychological factors on the willingness to order food online in Iran. Despite the growing body of research in psychology, sociology, and to some extent marketing on the role of mindsets, there is little information on the role of mindsets in online shopping behavior. Therefore, there is a significant gap in the existing knowledge regarding the role of mindsets and their relationship with individuals' willingness to use online space. Thus, the researcher intends to answer the fundamental question: what are the factors affecting customers' mindsets for using online ordering applications? Theoretical Framework Online Ordering While e-commerce is rapidly expanding, the food industry has also gradually found its place in this growing space (Alagoz & Hekimoglu, 2012). Online food ordering applications, as a specific type of e-commerce, provide convenience and time savings to consumers (Dirsehan & Cankat, 2021) and have increased consumers' willingness to use these applications, which is one of the main reasons for the boom of this industry (Ramesh et al., 2023). In fact, applications have helped consumers eliminate unnecessary processes and have more time to do other things (Yeo et al., 2021). These applications have great potential to provide a better quality of life for consumers if they include certain features (Sobnath et al., 2017). Online food ordering is especially suitable for people who live in busy urban environments and have little time because they can place their order online and pick up the food at a designated location (Zulkarnain et al., 2015). These services are very convenient to use because they offer consumers a variety of food options (Idris et al., 2021) and help exchange experiences and feedback between customers and restaurants (Shah et al., 2021). In online food ordering applications, price acts as a determining factor in consumers' purchasing behavior (Lin et al., 2014), and food quality refers to its overall characteristics that affect the customer's experience of the restaurant (Suhartanto et al., 2019). Research Methodology This study is applicable and focuses on quantitative analysis of the relationships between variables. The data collection method is a questionnaire that includes 14 dimensions and 71 items. To verify the validity of the questionnaire, the content validity method was used; in this way, experts in the fields related to consumer behavior and online food ordering were first consulted and the necessary amendments were made based on their opinions, and Cronbach's alpha coefficient was calculated for the reliability of the questionnaire; therefore, the desired variables had the required reliability. Then, the questionnaire was presented to 384 consumers of online food ordering applications as a sample. Research findings SPSS software was used to analyze the findings, and structural equations and PLS Smart software were used to fit the model. The research findings showed that food ordering applications lead to improved customer experience and increased willingness to buy on digital platforms. Conclusion The present study was conducted based on the CMOFO model with the aim of customer mindset and its role in the willingness to order food online. The results showed that food quality and living conditions as independent factors have a significant impact on advertising and ordering experience variables. This result is clearly in line with previous studies such as the studies of Tewari et al., (2022) and Papadopoulou et al., (2023). Privacy and ordering rewards also affect time savings and follow-up support. These variables are known to be influential factors in consumer decision-making and are in line with the studies of Valenti et al., (2023) and Murphy & Dweck (2016). According to the present study, the following suggestions are made: Accurate, realistic and practical information in effective advertising Continuous application updates Assuring users to protect personal information Providing services tailored to specific segments of society

Abstract Abstract The aim of this study is to design a new marketing communication model and its impact on consumer buying behavior in online retail stores. The research method is applicable in terms of its purpose, and quantitative in terms of its implementation method. The statistical population of the research in the ranking section included 10 experienced senior managers and academics, familiar with the concept of marketing and purposeful judgmental sampling; and in the structural equations section, 373 online retail customers were selected using simple random sampling. Data collection was carried out using semi-structured interviews and questionnaires. The ranking and SPSS and Lisrel software were used for data analysis. The results showed that 21 indicators were identified, including store management factors (5 indicators), strengthening the interactive space (5 indicators), media content factors (6 indicators), and competitive intelligence (5 indicators). While confirming the model fit, the results of the structural equation model test show that store management factors with a standard impact coefficient of 0.79, strengthening the interactive space in social media with a standard impact coefficient of 0.94, media content factors with a standard impact coefficient of 0.98, and competitive intelligence with a standard impact coefficient of 0.77 have a positive and significant impact on consumer purchasing behavior. These findings not only help strengthen strategic communications and optimize digital marketing processes, but also show how online stores can use social media and digital content to improve the shopping experience and increase interaction with customers. Introduction With the expansion of the internet in everyday life, businesses are seeking to be present in the digital space and utilize internet marketing to attract and retain customers (Bowden & Mirzaei, 2021). Internet marketing, which is the art and science of selling products and services through digital networks such as the Internet and mobile phones, helps businesses attract their target market and facilitate sales by using appropriate strategies. This type of marketing involves research and analysis to select effective strategies and measure their success. In the Internet space, businesses are able to directly offer their products and services to an unlimited number of customers and even attract prospective customers (Azani, 2020). In today's marketing world, paying attention to consumer behavior has become more important (Akhavan Kharazian & Khajoui, 2019). Unlike traditional methods that focus on finding the right customers for products, consumer behavior marketing focuses on identifying the right products for customers' needs (Balio & Casais, 2021). This approach is based on four main foundations: target market, customer needs, registered market, and profitability. In competitive conditions and dynamic digital environments, marketing communications have changed from one-way to two-way and multi-way, and effective communication with customers has become a key tool for achieving organizational goals. In competitive markets, where products are easily copied, companies must be both listeners and speakers (Nowrozi et al., 2024). Social media, such as Facebook, LinkedIn, Twitter, Instagram, etc., allow users to create personal online pages, connect with their friends, and also exchange content that they have created themselves or obtained from various sources (Wang et al., 2025). As their number of followers increases, social networks are a good place for businesses to engage in marketing activities. Businesses can introduce and market their products and services by taking advantage of new possibilities. As social media continues to gain popularity, marketers are looking for strategies and tactics on how to implement social media in their marketing communication processes. However, a comprehensive and integrated model for social media-based marketing communications is lacking (Panahande et al., 2021). Therefore, the main question of the present study is: what is the new marketing communications model and its impact on consumer purchasing behavior in online retail stores? Theoretical Framework Social Media Social media is a group of “Internet-based applications” based on the technology and idea of ​​the web, which allow users to create and exchange text and content online (Heydari Soumeh & Doroodi, 2022). Marketing Communications As a key process in the business world, marketing communications is the method that companies and individuals use to convey promotional messages related to their products and services to their audiences. These communications consist of various types of persuasive and promotional techniques strategically designed to reach target groups (Boland Parvaz & Ebrahimi, 2017). The impact of new communication patterns on purchasing behavior New communication patterns play a prominent role in consumer purchasing behavior, especially in today’s digital world. Marketing communications carried out through social media and other digital platforms allow brands to communicate directly and effectively with customers. Through targeted advertising messages and creating two-way interactions, brands can greatly influence their customers’ purchasing decisions. This type of communication gives customers the feeling that brands are there for them and respond to their needs, which in turn increases loyalty and positive purchasing decisions (Pourhosseini et al., 2019). Wang et al. (2025) examined the impact of a multi-platform social media strategy on e-commerce sales. It shows that brands that use multi-platform strategies on social media have more sales than brands that focus on a single platform. This is due to the positive effects of message repetition and increased brand awareness. Banisaeed et al. (2025) studied the design of a model of effective marketing capabilities based on communication (case study: National Drilling Company). The results of the study showed that after axial and selective coding and the creation of main and subcategories, six dimensions of effective marketing capabilities based on communication, namely strategic capabilities, operational capabilities, functional capabilities, company's internal capabilities, company's external capabilities, and communications were identified as dimensions of effective marketing capabilities based on communication. Research Methodology The research method is applicable in terms of its purpose, and quantitative in terms of its implementation method. The statistical population of the research in the ranking section included 10 experienced senior managers and academics familiar with the concept of marketing and purposeful judgmental sampling, and in the structural equations section, 373 online retail customers were selected using simple random sampling. Data collection was carried out using semi-structured interviews and questionnaires. Research findings For data analysis, SPSS and Lisrel software were used to rank and analyze the data. The results showed that 21 indicators were identified, including store management factors (5 indicators), enhancing the interactive space (5 indicators), media content factors (6 indicators), and competitive intelligence (5 indicators). The results of the structural equation model test, while confirming the model fit, show that store management factors with a standard impact coefficient of 0.79, strengthening the interactive space in social media with a standard impact coefficient of 0.94, media content factors with a standard impact coefficient of 0.98, and competitive intelligence with a standard impact coefficient of 0.77, have a positive and significant impact on consumer purchasing behavior. These findings not only help strengthen strategic communications and optimize digital marketing processes, but also show how online stores can use social media and digital content to improve the shopping experience and increase interaction with customers. Conclusion The present study was conducted with the aim of designing a new marketing communications model and its impact on consumer purchasing behavior in online retail stores. The results of this study are consistent with the results of Wang et al. (2025), Banisaeed et al. (2025), Roushsndel Arbatani & Jane (2025), Shekari et al. (2025), Ahmad & Juhari (2024), Assarian et al. (2024), Hussain & Chimhundu (2023), Siddiqui et al. (2023), Andervazh et al. (2023), Shobeiri et al. (2022). Wang et al. (2025) showed that brands that use multi-platform strategies on social media have higher sales than brands that focus on a single platform. This is due to the positive effects of message repetition and increased brand awareness. Based on the results of this research, the following recommendations are made: Identify and develop the unique skills of young and creative employees. Use data analysis tools to identify buying patterns and real needs of the audience. This helps to tailor offers and products precisely based on customer needs and conduct regular market research and obtain accurate information about the needs and preferences of the target audience. Use different types of content such as text, images, videos and animations to attract customer attention. Produce quality, accurate and reliable content that responds to customer needs and problems. Use simple and clear language and avoid ambiguity.