Journal of value creating in Business Management

Abstract Abstract The purpose of this research is to investigate the value-creating factors in the professional relationship between the auditor and the employer in the auditing profession. The current research is applicative in terms of purpose, and quantitative in terms of execution method. The statistical population of the research includes 303 people, including financial experts, executive directors, auditors or legal inspectors, CEOs or members of the board of directors, university faculty members, and etc.; selected through a targeted sampling method. Data collection is by means of questionnaire. SPSS and PLS software were employed for data analysis. The results showed that the strategies used in the negotiations between the auditor and the employer can have an effect on the rotation or retention of the auditor. Also, the effect of the merger of audit institutions on the relationship between the auditor and the employer has been positive, and of course, the monopoly of the audit market can affect the quality of the relationship between the audit institution and the employer. In other words, the monopoly of the audit market by large institutions can be a serious threat to other institutions. Also, the value of GOF was obtained equal to 0.200, which indicates a good and moderate fit in the model. Extended Abstract Introduction During the past decades, the audit services market at the international level has witnessed many changes, one of the most important of which is the issue of marketing for credit service providers. The aforementioned changes in auditors' tendencies towards marketing mainly started after the decision of the US Supreme Court in 1977 AD. Auditors always try to maintain their independence in order to balance the interests of society and their personal interests. However, the personal interests of auditors require them to be able to maintain their employers in competitive conditions; of course, retaining the employer without compromising the professional characteristics of auditors such as independence, has been the subject of some researches (Mahdavi & Daryaei, 2017). Incentives such as entering new markets, improving research and development and obtaining new technologies, economic savings due to scale and globalization, the need for expertise in the industry due to the complexity of business owners' activities and maintaining or increasing market share, and finally, the personality characteristics of auditors have played a significant role in the entry of audit institutions into marketing issues. The problems that exist in the field of relations between the auditor and the employer in Iran can be listed in the integration of audit institutions, audit marketing, legal responsibility of auditors, etc. (Mehrazin & Arezubakhsh, 2022). The main research goal is to answer the question: what are the value-creating factors in the professional relationship between the auditor and the employer in the auditing profession? Theoretical Framework Professional relations between the auditor and the employer The audit performance is determined not only by the inherent complexities of the employer's company, but also by the audit processes and the auditor's characteristics. Experimental and theoretical researches in psychology and auditing show that audit performance is improved by the efforts of auditors and the formulation of effective rules and regulations. To increase the efficiency of these regulations, the number and complexity of the work of auditors is increasing, which requires more efforts and knowledge in the areas related to the work of auditors in the field of internal, financial and tax audits. This issue refers to more pressure on the internal work structures of auditors, audit institutions and tax authorities to understand, manage, and design audits and audit periods with the aim of maximizing their performance (improving quality). It can be said that audit related activities and related complexities are unavoidable, and auditors are different from each other in knowledge, awareness and ability; and better performance is obtained only if the combinations related to work complexities and the characteristics related to audit groups are properly optimally explained (Alissa et al, 2014). Intra-organizational point of view The behavior and action of auditors can be such that it gives peace of mind to the beneficiaries in using financial statements and relying on them, and it also can change the mindset of the beneficiaries regarding the position of auditing in the society by inefficient behavior and reducing the audit quality. In general, many cases may play a role in these issues and be effective. Domino et al, (2015) believe that part of these issues can be found in professional commitment, organizational commitment, and job satisfaction of auditors. Extra-organizational point of view Audit institutions operate in a very competitive environment with the requirement to reduce audit costs, which creates pressure on the institution to continuously improve the efficiency and effectiveness of the audit process to continue their activities. In the meantime, we cannot ignore the role of integration of audit institutions as a part of intra-professional relations in auditing, which is influenced by outside the organization and economic conditions, and can affect the relationship between auditors and employers. Mergers of audit firms allow these firms to expand their operations in the audit market or in a specific industry within that market, thereby achieving economies of scale, sharing audit knowledge, and reducing unit costs (Soltaninezhad et al., 2023.( Faraji & Shah Abdul Azimi (2022) investigated the interaction of auditor and employer characteristics and audit quality. The results using the multivariate regression method show that the quality of the audit is different with the criteria of the type of auditor's report and re-presentation of financial statements for large companies and government auditors, compared to small companies and government auditors. However, the quality of the audit is not different from the criteria of the absolute value of the accrual items for the large owners and the government auditor, compared to the small owners and the government auditor. Carlisle & Hamilton (2021) investigated the mode of communication in auditor-employer interactions: insights from employee's auditors. It indicates that the direct interactions between the auditor and the employer have a greater impact on the quality of audit work. Research methodology The current research is applicative in terms of purpose, and quantitative in terms of execution method. The statistical population of the research includes 303 people, including financial experts, executive directors, auditors or legal inspectors, CEOs or members of the board of directors, university faculty members, and etc.; selected through a targeted sampling method. Data collection is by means of questionnaire. Research findings SPSS and PLS software were employed for data analysis. The results showed that the strategies used in the negotiations between the auditor and the employer can have an effect on the rotation or retention of the auditor. Also, the effect of the merger of audit institutions on the relationship between the auditor and the employer has been positive, and of course, the monopoly of the audit market can affect the quality of the relationship between the audit institution and the employer. In other words, the monopoly of the audit market by large institutions can be a serious threat to other institutions. Also, the value of GOF was obtained equal to 0.200, which indicates a good and moderate fit in the model. Conclusion The purpose of this research was to investigate the value-creating factors in the professional relationship between the auditor and the employer in the auditing profession. The results of this research are in agreement with the results of Panahi et al, (2023), Ahmadi (2022), Faraji & Shah Abdul Azimi (2022), Carlisle & Hamilton (2021), Yusefzadeh et al, (2021), Berglund & Eshleman (2019), Ronen & Ye (2019), and Callen & Fang (2017). Ronen & Ye (2019) showed that prohibiting the establishment of a relationship between the employer and the auditor reduces the probability of detecting significant abuses. The reason is that such a law increases costs, and thus reduces the probability of detecting significant abuses, and in turn increases the audit margin cost, and forces the auditor to choose a lower level of audit. According to the results of the research, the following suggestions are presented: 1- Development of education and promotion of expertise: Auditing institutions should pay attention to the education and promotion of the expertise of auditors and business owners in order to establish better professional relations by improving their specialized knowledge and skills. 2- Improving transparency and information disclosure: Legislators should enact laws and regulations that lead to greater transparency in audit processes. This helps to build mutual trust between the auditor and the employer. 3- Increasing the independence of auditors: Audit institutions should emphasize the independence of their auditors so that they can provide their opinions without being influenced by the owners. This helps to increase the quality and credibility of audit reports.

Abstract Abstract The purpose of this research is the effect of strategic alignment of information technology on international success: the mediating role of innovation culture in small and medium-sized enterprises. The present study is applicable in terms of its purpose, and descriptive-survey in terms of its nature and method. The statistical population of the present study includes 32,000 companies in Tabriz and 23,000 companies in Karbala; as a result, 384 companies were selected as the research sample using a random-stratified sampling method. The collection tool in the present study is a questionnaire. The structural equation method in the pls3 software was used to analyze the findings. The findings showed that strategic alignment of information technology has a significant effect on the international success of small and medium-sized enterprises. Also, innovation culture not only has a positive effect on international success, but also plays an effective mediating role in the relationship between strategic technology alignment and international success. According to the research results, SMEs that align their technology strategies have a greater chance of success in the international arena. In addition, strengthening the innovation culture in these companies can play a key role in global development and competitiveness. Therefore, it is recommended to pay attention to these factors in the policy-making and management of SMEs. Introduction Today, globalization and digitalization are profoundly changing the competitive landscape for companies of all sizes. SMEs now have unprecedented opportunities to internationalize their activities and access new markets abroad (Khosh Lahn & Ardabili, 2021). However, taking advantage of these opportunities depends heavily on the alignment between investments in strategic IT capabilities and overall business strategy priorities (Gerow et al., 2014). Although past research provides mixed evidence on the performance impacts of strategic alignment, few studies have specifically examined how alignment of IT strategy and business strategy impacts the internationalization success of SMEs (Abonu et al., 2022; Almajali & Tarhini, 2016). Strategic alignment – IT business strategy reflects the degree of coherence, complementarity, and mutual understanding that exists across the technology-focused activities of data architects, developers, and technical specialists on the one hand; and the priorities of business managers, product innovators, and market expansion planners on the other (Younis & Sundarakani, 2023). The shift towards global integrated e-commerce, social media, mobile platforms and cloud computing has removed many of the traditional barriers to international expansion (Hilmersson & Johanson, 2016). Thanks to digital tools, the final costs of serving foreign customers or setting up cross-border operations are lower than ever. With careful website localization, online payment integration, targeted digital advertising and intelligent back-end coordination, even very small companies can quickly gain global market share (Lin, 2014). Findings of the research can provide consultants and policymakers with tools to support internationally ready SMEs in trade-based economic development. Furthermore, theoretical advances can pave the way for academics to build knowledge about appropriate digital transformation paths for smaller and entrepreneurial firms competing globally. Therefore, the main question of the present study is: what is the impact of strategic alignment of information technology on international success with the mediating role of innovation culture in SMEs?  Theoretical Framework Strategic Alignment and Its Effect on Internationalization Strategic alignment allows companies to exploit information technology to improve their operations, identify market opportunities, and accelerate the decision-making process. Also, SMEs that benefit from strategic alignment have been able to advance their internationalization process more successfully, as information technology plays an important role in facilitating communication and access to international markets (Matysiak et al., 2022). Innovation Culture Innovation culture in SMEs has been considered as one of the vital components of survival and growth in today's dynamic business environment. This culture includes a set of values, norms, and behaviors that make the continuous search for new ideas, support for reasonable risks, learning from failures, and interpersonal collaboration the core of organizational activities (Salah & Ayyash, 2024). The impact of innovative culture on international success Companies that institutionalize an innovation culture in their structure and strategy not only respond more quickly and flexibly to changes in foreign markets, but also increase the ability to adapt their products and services to the needs and tastes of diverse global customers. This improves export performance, grows market share, and enhances brand image in the international arena. Empirical studies also emphasize that an innovation culture facilitates the internationalization process of companies by providing a suitable platform for absorbing and utilizing new knowledge and reducing barriers to entry into new markets (Texeira et al., 2022). Wamba-Taguimdje et al. (2024) investigated the impact of strategic agility on organizational performance: The mediating role of market orientation and innovation capabilities in an emerging industrial sector. The results showed that neither strategic agility nor innovation capabilities have a direct impact on organizational performance. Importantly, market orientation plays a key role in this dynamic relationship and thus creates critical linkages. Due to the natural tendency of innovation capabilities outcomes, it was found that this factor is insignificant in influencing organizational performance either directly or indirectly. The study has established relationship patterns between these focal variables. Furthermore, it has revealed latent patterns that help predict performance. This research has significant implications for R&D and marketing managers and provides insights and predictions that managers can use to guide business decisions. These findings help to understand the importance of applying strategic market orientation to improve organizational performance in the industrial sector of Saudi Arabia. Sahraei & Mafibalani (2023) studied the role of applying electronic marketing and information technology in the business of Minoo food industries during the economic recession. The findings of the study showed that information technology support has a positive and significant effect on the business of Minoo food industries during the economic recession. Information technology knowledge does not have a positive and significant effect on the business of Minoo food industries during the economic recession. Management beliefs about marketing basics and implementing electronic marketing have a positive and significant effect on the business of Minoo food industries during the economic recession, and information technology and electronic marketing have a positive and significant effect on the business of Minoo food industries, but no significant effect was observed with the introduction of the moderation of the economic recession.  Research Methodology The present study is applicable in terms of purpose, and descriptive-survey in terms of nature and method. The statistical population of the present study includes 32,000 companies in Tabriz and 23,000 companies in Karbala, among which 384 companies were selected as the research sample using a random-stratified sampling method. The collection tool in the present study is a questionnaire. Research findings The structural equation modeling method in the pls3 software was used to analyze the findings. The findings showed that strategic alignment of information technology has a significant impact on the international success of small and medium-sized companies. Also, innovation culture not only has a positive impact on international success, but also plays an effective mediating role in the relationship between strategic alignment of technology and international success. According to the research results, small and medium-sized companies that create alignment in their technology strategies have a greater chance of success in the international arena. In addition, strengthening the innovation culture in these companies can play a key role in global development and competitiveness. Therefore, it is recommended to pay attention to these factors in policy-making and management of small and medium-sized enterprises.  Conclusion The present study aimed to investigate the impact of strategic alignment of information technology on international success: the mediating role of innovation culture in small and medium-sized enterprises. The results of this study are consistent with the results of Wamba-Taguimdje et al. (2024), Sahraei & Mafibalani (2023), RahimiAghdam et al. (2023), Abonu et al. (2022), Heikkila & Nguyen (2022), Hajipourfard et al. (2022), Saadabadi et al. (2021), and Wang & Ahmed (2018). Abonu et al. (2022) showed that the synchronization of technology with business needs facilitates the expansion of the global market for small and medium-sized enterprises. More importantly, strategic agility led to greater flexibility in allocating resources and exploiting international opportunities, while innovation culture helped to accept risk and develop new ideas. These findings confirm that IT alignment alone is not enough, but its effects are optimized when combined with complementary organizational capabilities such as innovation and agility. Based on the results, it is recommended: Create a comprehensive change management program to help SMEs align their IT strategies with their desired innovation culture. This program should include strategies to strengthen an innovative organizational culture such as promoting cross-functional collaboration, encouraging experimentation, and providing resources for innovation initiatives. 

Abstract In order to calculate the employment trend in Iran, the aim of the article is to optimize the employment trend in Iran for the years of implementation of the sixth economic, social and cultural development program (2017-2021). For this purpose, first, using the Gauss-Seidel algorithm, the system of dynamic and non-linear macrometric equations and the quantitative goals of the sixth development program; the employment process in the country was simulated. Then, the optimal trend of the working population was calculated from the minimization of the welfare loss function of the policymaker by programming and implementing an open cycle algorithm and solving the Bellman equations. The obtained results showed that achieving higher employment requires controlling inflation at lower rates as well as achieving a higher economic growth rate. The findings of this research are compatible with the theory of new Keynesians such as Gerish, Clarida, Gertler, Menkiu, Walsh and Taylor regarding the necessity of simultaneously reducing inflation and increasing production. Hence, the jump in production and curbing inflation can make possible the optimal control of employment and business at the targeted level. Based on this, the targeting of macroeconomic indicators in the available (possible) territory, complete monetary and financial discipline, independence of the central bank, and the use of stochastic optimal control theory in the targeting of development programs are among the policy recommendations of this article. Extended Abstract                                           Introduction "Inflation" and "Production" have a privileged position among the economic variables that are used as indicators in evaluating the performance of the economy. In a theoretical approach, Keynesian economics after the Great Depression of 1929 establishes an alternative relationship between inflation and production within the framework of demand-oriented economics. This theoretical achievement was confirmed by Fisher in 1926 using statistical data (Fisher, 1926). After Keynes and in the 1950s, Phillips, using statistical data from England, showed that in the short run Keynes's idea about the substitution between inflation and unemployment is valid (Phillips, 1958). In the early 1960s, Friedman and Phelps showed, based on the model of adaptive expectations, that there is no relationship between inflation and unemployment in the long run, and that there is a substitution relationship only in the short run (Fredman, 1968; Phelps, 1967). In a situation where Keynes' views were involved in a theoretical challenge by the traditional Chicago monetarist school led by Friedman and his followers such as Schwartz and Phelps, Lucas' criticism of econometric models and emphasis on the importance of deep coefficients and relationships resulting from rational optimization, along with scientific efforts by Svensson and Woodford on the need to provide models with time consistency in the 1970s led to the definition of a new monetary rule by Taylor in the early 1990s (Svensson, 1997; Woodford, 2001; Taylor, 2000). Gali, Clarida, Gertler and Walsh derived the monetary rule from the minimization of a welfare loss function for the policymaker with respect to the constraint functions (Gali & Gertler, 1999; Clarida et al, 1999). Observing the inability of the monetary policy of inflation targeting and market fundamentalism to deal with the economic consequences of the 2008 financial crisis and the "resumption of Covid-19", as well as the failure of economic neoliberalism to automatically achieve the economic growth rate to goals such as a significant reduction in inequality and poverty has proposed the new economic policy called employment targeting as a solution in early 2019 (Ghate & Mazumder, 2019). As examples to be mentioned in this article, we can mention the active inclusion policy by the European Union that has started in the last few years. In this way, which is known as active labor market policy, the government tries to increase the employability of citizens and help increase the number of employees (Fredriksson, 2020). In the country of Iran, a 10-year strategy for the period of 2021-2031 has been designed and implemented so that people with different degrees of desirability are employed. Theoretical Framework In researches related to the relationship between inflation and unemployment, Phillips theory is mentioned as one of the leading theories. His research showed that there is an indirect relationship from inflation to unemployment (Fisher, 1926). In 1958, Phillips reached results that show that there is an indirect relationship between these two variables in the short term (Phillips, 1958). In 1960, Lipsey conducted his empirical research during the period 1857 to 1962 for England and used the traditional theory of "price behavior in the market" for this purpose. According to this theory, in the conditions of excess demand, prices increase; and in conditions of excess supply, prices decrease. (Lipsey, 1960). In 1960, Samuelson and Solow hypothesized that firms set their pricing based on a fixed law (average cost of production) in which price is calculated based on unit labor cost plus profit. In the 1960s, the Phillips curve theory was developed by Friedman and Phelps with an emphasis on expectations. One of the important steps in the development of Phillips' relationship was the addition of expectation factors to the initial relationship by Friedman and Phelps (Fredman, 1968; Phelps, 1967). Phillips' goal in the late 1960s was to explain the relationship between inflation and unemployment through the behavior of prices and wages. In the 1970s, by combining the Phillips curve and expectations with the learning-by-error process, the famous hypothesis of accelerated inflation was formed, which influenced policy debates. In the 1960s, the research results of Thomas Sargent and Neil Wallace showed that monetary policy is not directly related to the production and employment trends (Sargent & Wallace, 1973). Taylor (1979) was the first person who, using dynamic optimization methods, presented an optimal monetary rule in the direction of optimal control of the amount of money, which is considered a simple instrumental rule (Taylor, 2000). Svensson and Woodford (1997) expanded the discussion of the optimal monetary rule and use an inter-period optimization process to find the optimal monetary rule (Svensson, 1997; Woodford, 2001). Galli, Clarida, Gertler and Walsh in 1999 derived the monetary rule from the minimization of a welfare loss function for the policymaker with respect to constraint functions. They found that the inflation rate is related to its lag, inflationary expectations, and excess demand, suggesting that there is a rate of unemployment that, if maintained, would correspond to a sustainable rate of inflation (Gali & Gertler, 1999; Clarida et al., 1999). Since 2019, targeted programs have been created, including the Australian Disability Strategy (2021-2031), designed to advance the employment and financial security of people with disabilities. In Latin America, Africa and Asia, employment guarantee schemes have been proposed for anti-poverty policies. In India, there is a so-called twin problem in the labor market; one of which is job loss and the other is that employees change contracts from permanent to temporary. Research methodology In this article, to calculate the optimal trend of employment in Iran, the combined approach of simulation based on stochastic dynamic optimization is used. For this purpose, a policymaker's welfare loss function of linear quadratic and inter-period type including the deviation of inflation rate and economic growth from their targeted and approved values ​​in the country's sixth plan of economic, social and cultural development, with regard to the system of dynamic and non-linear equations of Keynesian macrometrics, is minimized by stochastic dynamic programming method. The system of dynamic and stochastic macrometric equations includes behavioral equations and defining equations. These equations have been estimated using the statistical data related to the years 2017-2021 of the Central Bank of the Islamic Republic of Iran and based on the maximum available information using the ordinary least squares regression method. Research findings EViews software was used for data analysis. First, the employment process in the country was simulated by using the Gauss-Seidel algorithm, the system of dynamic and non-linear macrometric equations and the quantitative goals of the sixth development program,. Then, the optimal trend of the working population was calculated from the minimization of the welfare loss function of the policymaker by programming and implementing an open cycle algorithm and solving the Bellman equations. The results of this research showed that achieving the optimal and planned growth rate requires curbing inflation and growth with economic stability. Conclusion The obtained results showed that achieving higher employment requires controlling inflation at lower rates as well as achieving a higher economic growth rate. The findings of this research are compatible with the theory of new Keynesians such as Gerish, Clarida, Gertler, Menkiu, Walsh, and Taylor regarding the necessity of simultaneously reducing inflation and increasing production. Hence, the jump in production and curbing inflation can make possible the optimal control of employment and business at the targeted level. According to the results of the research, the following suggestions were made: Targeting macroeconomic indicators in the available (possible) territory, complete monetary and financial discipline, independence of the central bank, and the use of stochastic optimal control theory in targeting development programs are among the policy recommendations of this article.

Abstract Abstract
The purpose of the present study is to design a suitable network marketing model with an entrepreneurial approach in the food industry. This research is applicable in purpose, and qualitative in nature. Data were collected through semi-structured interviews with experts in the fields of marketing, entrepreneurship, and the food industry, and analyzed using thematic analysis. The findings led to the identification of a set of basic, organizing, and ten overarching themes, presented within a coherent model. The results indicate that success in this ecosystem depends primarily on the intelligent integration of “cultural–tribal authenticity” with “modern entrepreneurial and digital capabilities.” Themes such as adaptive–religious marketing strategies, tribal network dynamics, and governance based on trust and commitment were identified as the key pillars of social acceptance and market penetration. The findings also highlight that entrepreneurial orientation, knowledge management, and digital transformation are the main drivers for enhancing market performance and creating sustainable value. Ultimately, this research offers an operational framework illustrating how the synergy between traditional structures of trust and modern technologies can lead to resilience and competitive advantage in Iraq’s food industry. This model can serve as a roadmap for entrepreneurs and policymakers aiming to develop network marketing in similar markets.
Introduction
The present era is the age of information and networking. Information network technologies have influenced every corner of the world and have changed the way people receive and distribute information. Companies use new network technologies to transform their business philosophy, commercial organization, and business practices (Davijani et al., 2025). Network marketing is a new phenomenon that aligns with the development of network technologies and social changes in the network age. It is a business model that offers an exceptional opportunity for individuals who want to start a business but lack capital. Some refer to it as helping people conduct their own business (Gholami, 2021).
Over the years, various deceptive practices carried out under the name of network marketing have caused the global community to lose its trust in the industry. Network marketing organizations are composed of groups of individuals who interact and communicate through relationships built on trust. When society gradually loses trust, the organization will not be successful (Heidari Haratemeh et al., 2023). Therefore, taking actions to improve trust levels is critical for the sustainability of this industry and is considered a serious and essential matter for all network marketing professionals.
The food industry has become an inseparable part of human life and one of the most important factors in economic and social development worldwide. As one of the largest and most tangible global industries, it has attracted significant interest from investors toward entrepreneurship in this sector. Today, the economic dimensions of the global food industry have expanded greatly and hold potential for further development. In every country, substantial annual revenue is generated for stakeholders in this industry, which has further increased attention to it.
Accordingly, the present study aims to answer the fundamental question: What is an appropriate network marketing model with an entrepreneurial approach for the food industry in Iraq?
Theoretical Foundations
Network Marketing
Network marketing refers to communication processes in which individuals, groups, or companies use social networks and interpersonal connections to introduce and promote their products. This type of marketing typically operates based on networks of human relationships and direct or indirect interactions among individuals (Lu et al., 2024).
Entrepreneurship
Entrepreneurship is the process of identifying and exploiting new opportunities to create innovative businesses. This activity enables entrepreneurs to recognize existing problems and pursue new and valuable solutions through risk‑taking and creativity (Doozandeh Ziabari et al., 2024). One of the prominent characteristics of entrepreneurs is their ability to cope with uncertainties and market challenges. These individuals establish businesses using limited resources that can generate significant economic and social impact (Norouzi Seyed Hossini et al., 2024).
Alizadeh Seyghalan et al. (2025) examined key factors in entrepreneurial opportunities and challenges and proposed a model for improving entrepreneurial performance. Their results showed that network marketing entrepreneurship offers considerable opportunities for market entry and meeting unmet needs, but it also faces challenges in adapting to rapid market changes and ensuring job security.
Ajali et al. (2024) investigated the identification and ranking of factors influencing the creation of viral marketing behavior among customers. The findings indicated that 2 factors, 6 components, and 27 indicators were extracted based on the theoretical foundations of the study; among which, the organizational factor ranked first with a score of 0.702, while the external factor ranked second with a score of 0.269. Therefore, it can be stated that 70.2% of the intention toward viral marketing is shaped by organizational factors, while brand credibility accounts for 7.8% of the total intention toward viral marketing.
Research Method
This study is applicable in terms of purpose, and qualitative in nature and methodology. Given the exploratory nature of the topic and the necessity of identifying the deeper dimensions of entrepreneurial network marketing within the specific context of Iraq’s food industry, the thematic analysis strategy was employed. The primary data‑collection tool in this research consisted of semi‑structured interviews. The interview protocol was designed to explore various dimensions of experiences, challenges, and strategies related to network marketing within Iraq’s commercial ecosystem. The aim of these interviews was to identify the components and key factors influencing the success of entrepreneurial network marketing.
The collected data were processed and analyzed using thematic analysis to extract the main concepts and components. In the quantitative phase, the model derived from the qualitative analysis was tested and validated through a questionnaire developed for this purpose, using responses gathered from members of active networks in the food industry.
Research Findings
The research findings indicate that success in the network marketing of Iraq’s food industry hinges on the intelligent integration of cultural-tribal authenticities with the novel capabilities of entrepreneurship and digitalization. This model, by relying on knowledge management and adaptive religious strategies, provides a platform for creating sustainable value, enhancing competitive performance, and increasing customer loyalty. In essence, the synergy between traditional trust structures and modern technologies is considered the fundamental cornerstone for resilience and penetration in this volatile market.
Discussion and Conclusion
The results indicated a strong relationship between the requirements for maintaining cultural authenticity, adaptive-religious marketing strategies, socio-tribal network dynamics, and digital transformation. This finding suggests that attention to preserving cultural authenticity can play a key role in guiding strategies and enhancing the digital transformation process. These results align with the studies by Alizadeh Seyghalan et al. (2025) and Ajali & Kargar Zanjani (2024), which emphasize that considering the cultural and local context increases the effectiveness of network marketing strategies.
Regarding adaptive-religious marketing strategies, a moderate-level relationship was observed with socio-tribal network dynamics and digital transformation. This suggests that these strategies alone may not have a strong impact on network behavior and digital transformation and likely exert their effects through interaction with other factors. This finding is consistent with the results of Heidari Haratemeh (2023) and Doozandeh Ziabari et al. (2024), who state that adaptive marketing should be employed alongside other tools and network management for optimal effectiveness.
Entrepreneurial orientation was identified as a key variable in the research, showing a strong or above-average relationship with most variables, including marketing strategies, network dynamics, network governance, food industry dynamics, knowledge management, and network marketing performance. These results highlight the pivotal role of entrepreneurial orientation in activating networks and strengthening organizational capacities, aligning with studies by Wong & Nasir (2022) and Guerola-Navarro et al. (2024), which indicate that entrepreneurial orientation can facilitate the implementation of marketing strategies and digital transformation.
In the domain of network governance, its relationships with entrepreneurial orientation and digital transformation were strong, while its connection with network dynamics was at a moderate level. This pattern suggests that for network governance to effectively impact digital transformation, it must be combined with entrepreneurial motivations and behaviors, and network management alone is insufficient. The findings are consistent with the study by Monferrer et al. (2022), which highlights the importance of synchronizing network governance with dynamic capabilities to enhance performance and innovation.
The results showed that food industry dynamics have a strong relationship with value creation, value acquisition, and knowledge management, and demonstrated an above-average connection with network marketing performance. These findings emphasize the significant role of food industry dynamics in the value chain and knowledge transfer within organizations, aligning with the results of Bazoukar & Bagheri (2025) and Davijani et al. (2023), who stress the importance of innovation processes and social entrepreneurship in network development.
Furthermore, knowledge management exhibited a strong relationship with digital transformation and an above-average relationship with network marketing performance, while the relationship between network marketing performance and digital transformation was at a moderate level. This indicates that effective knowledge management and information transfer play a crucial role in the success of network marketing and advancing digital transformation, as also emphasized in the studies by Ebrahimi et al. (2022) and Lu et al. (2024).
Overall, the analysis of the discovered hypotheses suggests that entrepreneurial orientation, network governance, and food industry dynamics are the key factors with the most significant impact on digital transformation and network marketing performance, while variables such as adaptive marketing strategies and requirements for maintaining cultural authenticity play a reinforcing and mediating role. This analysis underscores that a combination of entrepreneurial orientation, knowledge management, network governance, and food industry dynamics is essential for success in network marketing and digital transformation.
Based on the research findings, the following practical suggestions are presented:
· Organizations should meticulously consider the cultural and religious characteristics of their target audience when designing their marketing strategies to enhance customer engagement and acceptance.
· To strengthen social and tribal networks, marketing programs and activities must be designed in compliance with cultural values and traditions to increase member participation.
· The preservation of cultural authenticity should be considered a key factor in digital transformation projects, ensuring that technologies and innovations are compatible with the community’s cultural context, thereby increasing user adoption.

Abstract Abstract Objective: The objective of this study is to design a behavioral model for Generation Z consumers in the tourism industry of Iraq. Methodology: This research is qualitative in nature, employing a thematic analysis approach. The statistical population consists of 20 experts and specialists in the field of tourism, selected through theoretical sampling. Data were collected using semi-structured interviews and subsequently analyzed via thematic analysis using MAXQDA 2020 software. Findings: The research findings led to the identification of eight main themes: 1. Psychological-Motivational, 2. Digital and Media-related, 3. Economic and Perceived Value, 4. Decision-Making and Destination Choice, 5. Travel Experience and On-site Consumption, 6. Socio-Cultural, 7. Security, Risk, and Trust, and 8. Behavioral Consequences. Conclusion: The results indicate that Generation Z, as active, digitally driven, and personalization-seeking tourists, has transformed traditional demand patterns. They actively seek authentic experiences and interactions with local culture; however, these experiences must also be recordable and shareable on social media platforms. Furthermore, while highly cost-sensitive, this generation is willing to pay premium prices for unique and high-quality experiences. Consequently, this study emphasizes the necessity of transforming policy-making and developing digital infrastructure and tourism services tailored to the specific needs of this generation. Introduction The tourism industry, as one of the world’s most diverse and largest sectors, is a primary source of revenue and a key driver of employment in many countries. Due to its strategic significance, it is often termed an “engine of economic development,” encompassing substantial economic and social benefits, and thus remains a focal point for many governments (Bekele & Raj, 2025). As trade expands, the tourism industry serves as a cornerstone of the global economy. Its inherent stability yields positive effects for national self-sufficiency, and it encompasses key sectors characterized by rapid growth and high rates of direct and indirect value-added; consequently, it is also regarded as a medium for the development of cultural activities (Zvaigzne et al., 2025). Tourism is recognized as a significant economic and cultural driver in the contemporary world—an industry that not only facilitates national financing but also provides opportunities for cultural exchange, the preservation of historical heritage, and the deepening of international understanding. In Iraq, despite possessing significant historical, archaeological, and natural potential, the tourism sector faces considerable challenges, including inadequate infrastructure, insufficient standards in tour operator services, policy-making difficulties, and weak stakeholder engagement (Almasooudi & Rahman, 2024). The behavioral patterns of Generation Z consumers can serve as a catalyst for improving tourism conditions in Iraq. This generation, characterized by a high reliance on digital technology, social media, and multimedia content, creates growing demand for authentic experiences, high-quality services, and easy access to tourism information. Such expectations can drive the government and the private sector toward investing in digital infrastructure, enhancing the quality of tour operator services, and creating innovative tourism packages. Furthermore, Gen Z’s inclination to share travel experiences in virtual spaces acts as a form of digital word-of-mouth marketing, potentially constructing a positive and attractive image of Iraq at both national and international levels. The active participation of this generation in engaging with local communities, combined with their interest in sustainable tourism, provides an opportunity for policymakers and tourism stakeholders to prioritize the quality of experience and sustainable development over mere tourist volume. Thus, Gen Z behavior not only influences demand patterns but can indirectly act as a driver for policy reform, service improvement, and the enhancement of Iraq’s tourism brand. Therefore, this study, by emphasizing the analysis of Generation Z consumer behavioral patterns in the Iraqi tourism industry, seeks to address the following research question through a review of relevant concepts and an analysis of expert perspectives: ‘How can the behavioral patterns of Generation Z consumers in the Iraqi tourism industry be designed?’ Theoretical Framework Tourism Tourism, as a social and economic phenomenon, carries diverse and sometimes contradictory definitions; currently, there is no clear theoretical consensus regarding its exact meaning (Bellato & Pollock, 2025). This phenomenon extends beyond mere recreational and travel activities, encompassing cultural, economic, social, and environmental dimensions. As a multidimensional process, tourism simultaneously influences the individual behavior of tourists and their interactions with the host society; conversely, it is shaped by the macroeconomic and infrastructural structures of nations. Generation Z Consumers Generation Z, encompassing those born from 1997 onwards, has grown up in the digital and high-speed internet era, possessing extensive access to technology and social networking platforms (Williams & Page, 2011). This cohort demonstrates a propensity for short, fast-paced experiences, an openness to emerging technologies, and a deep appreciation for cultural diversity, as well as social and environmental concerns. Their behavior is significantly influenced by social media, peer and family recommendations, and content marketing, with a particular focus on quality, innovation, and social responsibility (Seemiller & Grace, 2016). Sfodera et al. (2024) examined Generation Z’s perceptions of sustainable tourism in developing nations. The study findings demonstrated that technology is positively correlated with the environmental, socio-cultural, and economic dimensions of sustainable tourism perception among Generation Z. Thus, technology can be regarded as a dimension of sustainable tourism perception for local populations; however, these perceptions vary significantly depending on the type of tourism. Furthermore, Hammad (2024) investigated the factors influencing smart tourism marketing aimed at Generation Z tourists visiting Egypt. The findings revealed that Generation Z tourists are consistently dependent on modern tourism technology applications, such as online travel agencies (OTAs), tourism-related social media platforms, and websites. The study also determined that this generation maintains a keen interest in emerging technological trends within the tourism sector. Consequently, the research recommends strengthening and enhancing the utilization of digital marketing practices. Research Methodology In terms of implementation, this study adopts a qualitative approach using thematic analysis. The statistical population consisted of 20 experts and specialists in the field of tourism, who were selected through theoretical sampling. Semi-structured interviews were used for data collection. Research Findings The findings were analyzed using thematic analysis and MAXQDA 2020 software. The results revealed eight main themes, namely: 1. Psychological-motivational, 2. Digital and media-related, 3. Economic and perceived value, 4. Decision-making and destination choice, 5. Travel experience and on-site consumption, 6. Socio-cultural, 7. Security, risk, and trust, and 8. Behavioral consequences. The results further indicated that Generation Z, as active, digitally driven, and personalization-oriented tourists, has transformed traditional demand patterns. They seek authentic experiences and interaction with local culture; however, these experiences must also be capable of being recorded and shared on social media. In addition, although this generation is highly cost-sensitive, it is willing to pay more for unique and high-quality experiences. This study underscores the need for policy transformation and the development of digital infrastructure and tourism services tailored to the needs of this generation. Conclusion The present study was conducted with the objective of analyzing the behavioral patterns of Generation Z consumers in Iraq’s tourism industry. The results of this study align with the findings of Ahmadian et al. (2026), Yaghoobi Zanjani et al. (2025), Sfodera et al. (2024), Hammad (2024), Pricope Vancia et al. (2023), Kimili (2023), Buhalis et al. (2023), Sánchez et al. (2022), Choirisa (2022), Uysal (2022), Gözel & Baş (2021), Dashtlaali et al. (2020), Farzin et al. (2020), and Haddouche & Salomone (2018). Specifically, Sfodera et al. (2024) demonstrated that technology is positively correlated with the environmental, socio-cultural, and economic dimensions of sustainable tourism perception among Generation Z. Consequently, technology can be considered a key dimension of sustainable tourism perception for local populations, though these perceptions vary significantly based on the specific type of tourism. From a practical and managerial standpoint, the findings of this research carry direct and inevitable implications for policymakers, marketers, and active stakeholders in the Iraqi tourism industry. To address the dimension of “seeking authentic experiences,” responsible authorities and tourism organizations must focus on developing and standardizing local accommodation experiences (such as eco-lodges), local culinary tours, and handicraft workshops, as well as promoting them effectively on digital platforms.

Abstract Abstract
The main goal of this research is to design the maturity model of the fourth industrial revolution in the supply chain of banking services and the development of digital banking with the data-based approach. The current research is, qualitative type based on strategy, and it is in the basic research categories in terms of goal. The data collection method is field research, and the data collection tool is a semi-structured interview. The participants of the current research are the senior managers of the country's banks, experts and activists in the field of digital banking, and using the sampling method, 10 people were selected as participants in the research. It should be noted that the interview has progressed to theoretical saturation. Qualitative data obtained through interviews were analyzed using the data-based theorizing method. Qualitative data analysis was done using Max Kyoda software version 2020. According to the results obtained, the categories identified in this research include ten categories in the causal conditions section, seven categories as components of the central phenomenon, four categories related to contextual conditions, eleven categories in the strategies section, and seven categories for intervening conditions. And finally, there are eight categories for the consequent part of the model.
Introduction
In the last few years, technology has been developing rapidly and big data or mega data, computing or cloud computing, smartphones and high bandwidth are now commonplace. Examining and comparing the effects of technology in other industries shows that digital has created great changes in the status and value of the industry (Barazideh et al., 2024). There is much pressure to change and transform the banking industry. Customer experiences and expectations, technological capabilities, legal requirements, demographic and lifestyle issues, and economics all create an inevitable necessity for change. It is obvious that the digital age has had a pervasive impact on every industry and organization (Ramzanpour Osmavandani et al., 2024). Digital transformation management is the determining factor of the survival or destruction of organizations in this era, and now it is the era of transition from traditional models to technology-oriented and value-creating business models. In recent years, the new generation of banking under the name of digital banking has been operationalized in the world and the main attention of leading banks has been focused around the axis of digital transformation (Karimi et al., 2023. (
Over the years, the development of new services in the banking and financial sector has been driven by telephone banking, online banking and other forms of fintech (Hasan et al., 2020). These developments enabled the banking sector to overcome the global challenges associated with facilitating transactions across industries, thanks to improvements in accessibility, speed, efficiency, effectiveness and transparency. However, the introduction of digital banking, focusing on technologies such as blockchain, has been announced as the next evolutionary step that will transform not only the banking and financial industry, but also the nature and execution of corporate transactions (Osmain et al., 2021).
Therefore, the use of new mechanisms such as blockchain with all kinds of monetary services brings the possibility of causing widespread disruption in the banking industry. As a result, it includes activities such as facilitating international money transfers, smart contracts, digital banking, office automation and digital assets. Thus, it provides an opportunity for relevant stakeholders to contribute to the improvement of openness, trust and privacy issues. However, although blockchain technology has provided many opportunities for businesses, it is necessary to realize that there will be many problems and complexities in the areas of adoption as well as in the areas of technology and regulation. For example, the numerous risks caused by the loss of digital money and cyber security breaches are examples of recent incidents that have revealed a high level of risks associated with the use of blockchain technologies in banking and finance (Demirhan et al., 2021). According to the items mentioned above, the main question of the current research is:
How to fully recognize, evaluate and design the maturity dimensions of the fourth industrial revolution in the supply chain of banking services and the development of digital banking using a data-base approach, so that banks can use modern optimizing technologies to provide their services, improve financial performance and customer experience?
Theoretical framework
In the fourth industrial revolution, the emergence of major technologies such as artificial intelligence and the Internet of Objects has led to extensive changes in business models, among which banks have had a greater share of these developments. Despite the research conducted in the field of business model change in the fourth industrial revolution, the issue of transformation in the supply chain of banking services in the fourth industrial revolution has been almost neglected (Shahabi et al., 2021). The competition between banks and financial institutions, the emergence of digital technologies, the problems caused by sanctions, the continuous change of customer requests and the needs of society have made planning for the development of digital banking an undeniable necessity for banks. Digital technologies (such as social media, mobile, cloud computing, Internet of Objects and other digital technologies) offer great opportunities for organizations to provide new value propositions, especially by combining their existing capabilities with new digital capabilities. In addition, digital technologies will increase user experience and create new revenue streams (Asqari et al., 2018).
Chaidar et al., (2023) in their paper investigated the dynamic relationship between fintech investments and financial performance and showed whether the size of the bank can affect its performance in the field of digital transformation (digitalization) or not. The fully modified ordinary least squares model is estimated for 23 European banks in the whole period from 2010 to 2019 and for two sub-periods from 2010 to 2014 and from 2015 to 2019. Econometric results show that fintech is positively and significantly related to bank profitability, in the sense that the more digital interaction banks have, the higher the profitability.
 In their research, Avianto et al., (2024) analyzed the differences in book prices of banks based on the level of digitalization and investigated the effect of digitization and financial factors on the value of book prices of banks with digital services. The analysis of the results of this study shows that higher levels of digitalization are associated with improvements in the share of fee income, return on equity and price to book value of the bank. Additionally, the level of digitization enhances equity returns, improves non-performing loans and increases capital utilization, all of which significantly impact book value.
Zhao et al., (2024) in their study investigate the effects of corporate digitization on green transformation in listed resource-based companies in China from 2009 to 2021. The data analysis of this research shows that digital transformation significantly increases the sustainability of these companies.
Ayinaddis et al., (2024) in their study analyzed the perceived effects of digital transformation in the banking industry and identified the factors that most affect banking performance and business volume. Based on the obtained results, the strengthening of the impact of digital transformation in banking and the vital importance of employees' skills and the digital experience of shareholders have been highlighted.
Research methodology
Based on the type of data, this research is considered as a qualitative research and according to the purpose of the research, it is considered as a basic and exploratory research, which seeks to design a model for the maturity of the fourth industrial revolution in the supply chain of banking services and the development of digital banking.. The participants of the research are senior managers of the country's banks and experts and activists in the field of digital banking, 10 of whom were selected by theoretical sampling and interviewed. In selecting the samples, an effort was made to select the most knowledgeable and well-known managers. The interviews have been repeated in order to share the preliminary findings, complete, correct, revise and adjust the data.
Research findings
In the current research, according to the purpose of the research to design a model for the maturity dimensions of the fourth industrial revolution in the supply chain of banking services and the development of digital banking, the researcher has used the data-based theorizing method in the style of Strauss and Corbin. In this research, the researcher started the interviews with targeted sampling of the desired samples and questions about the maturity dimensions of the fourth industrial revolution in the supply chain of banking services and the development of digital banking. In the central coding step, while the interviews were progressing, the relationship of the categories in the relative sampling of the codes of the interviews was determined to some extent. In the last step of selective coding, a selective sampling of the categories was carried out and according to the causal conditions raised in connection with the maturity of the fourth industrial revolution in the supply chain of banking services and the development of digital banking from the samples in connection with Phenomenon-oriented, strategies, contextual conditions, intervening conditions, and finally, the consequences of questions were asked and finally, in the supplementary stage, according to the literature of this field and theoretical foundations, the final form of the model was completed.
Conclusion
In the era of technological advancement and innovative disruption, digital banking with artificial intelligence has emerged as an alternative technology for channel management, services and online banking solutions. Although the emergence of artificial intelligence in digital banking has enriched digital banking services, the adoption of digital banking with artificial intelligence and meeting the expectations of digital banking users is still an important issue. According to the results obtained from the model presented in this article, and according to the strategies identified in this model, the country's banks can create value for customers and improve their financial performance. Also, other consequences include personalized services, structural improvement, creation of new institutions and organizations, re-engineering of processes, creation of a suitable banking business model and finally improvement of customer performance.

Abstract Abstract The aim of this study is the effect of personality traits on managers' risk tolerance. The research method is applicable in terms of its purpose, quantitative in terms of implementation, and descriptive-correlational in terms of nature and method. The statistical population is all managers of companies active in the Tehran Stock Exchange. The sample size was determined based on the Morgan table as 139 people. In this study, purposive sampling method was used. 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 were used to measure the reliability of the tool. By distributing the questionnaire, the validity of the tool was measured with three methods: construct validity (external model), convergent validity (AVE), and divergent validity. The AVE value for all variables must be greater than 0.5. SPSS and PLS software were used to analyze the data, and the personality traits of extraversion, openness to experience, agreeableness, and conscientiousness had a positive and significant effect on the degree of risk tolerance, but the personality trait of neuroticism had no significant effect on the degree of risk tolerance. Introduction Management risk tolerance has been conceptualized as real investment decisions that are characterized by uncertain outcomes (Christensen et al., 2015). Since future outcomes are uncertain, managers make estimates and judgments about the level and acceptability of risks associated with the company's strategic decisions (Osco et al., 2024). Salehi et al. (2021) define financial risk tolerance as "the maximum amount of uncertainty that an individual is willing to accept when making financial decisions." However, some researchers argue that even if people are generally considered to be risk-averse or risk-taking, an individual’s risk-taking decision and behavior in a domain cannot be reliably determined by considering a specific context. Rashid et al. (2024) as a topic in the financial, social, ethical, and psychological domains, have studied risk tolerance in depth. Researchers have distinguished between risk tolerance in different domains, namely financial, physical, social, and ethical. Various researchers have attempted to study the relationship between personality and risk tolerance. For example, Pak and Mahmood (2015) examined personality traits, risk-taking attitudes, and investment decisions among potential private investors in Kazakhstan. After measuring personality traits, risk tolerance level and investment decisions showed a positive effect of personality traits on risk tolerance behavior and investment decisions of the individual (Bai et al., 2022). Regarding risk acceptance, research in the field of agency theory assumes that managers are more risk averse than shareholders, unless they are appropriately stimulated or monitored (Kraiczy et al., 2015). The behavioral model of agency theory also states that expectations theory and agency are complementary and assumes that managers are loss averse instead of risk averse (Mohammad Salehi et al., 2023). Accordingly, when the decision maker expects risk taking to lead to positive outcomes, risk acceptance is highly probable; while if negative outcomes are expected, risk taking is rejected. Finally, it is stated that individuals cognitively determine future outcomes in the present and choose future options based on the predicted outcomes (Bai et al., 2022). Economists believe that individuals constantly invest their assets to maximize their returns. However, investments inevitably carry some risks, as they are inherently associated with any economic decision. Investment decisions are influenced by various economic, demographic, and behavioral factors (Prasad et al., 2021). Behavioral finance literature shows that psychological factors such as personality traits, emotions, and past experiences, and non-psychological factors such as financial literacy, are important determinants of risk tolerance, which in turn influence investment decisions (Lim et al., 2014). Research shows that an individual’s ability to tolerate failures and risks is related to their personality (Mathur & Nathani, 2019). This study, considering the widespread acceptance in the management and psychological literature (e.g., Weller & Thulin, 2014), addresses the question: Do personality traits affect risk-taking?   Theoretical Framework Cooper (2003) states that “acceptability is a trait that refers to a person being more forgiving, considerate, and gentle”. “Acceptable people avoid conflict with others. They evaluate any information that others provide positively without any critical evaluation.” These people want to get along with others and have an optimistic view of human nature. On the other hand, those who score low on the trait of acceptability tend to be skeptical and curious. Neuroticism and Risk Tolerance Therasa and Vijayabanu (2015) state that “neurotic individuals tend to exhibit traits such as fear, anger, depression, and are easily susceptible to stress and are unable to control their impulses.” Also, people who are neurotic are pessimistic, depressed, and anxious, and show a greater fear of uncertainty and ambiguity. Extraversion Extroversion is one of the personality types proposed by the BFF model. As defined by Lucas and Diener (2001), extraversion is a personality trait that includes several characteristics such as sociability, assertiveness, high activity level, positive emotions, and impulsivity. Conscientiousness The conscientiousness dimension of personality is being meticulous, determined, organized, systematic, responsible, reliable, and goal-oriented. Hence, conscientiousness is the tendency to demonstrate self-discipline, act conscientiously, avoid trouble, and aim for success, followed by planned rather than spontaneous behavior. Mayfield et al. (2008) claim that the characteristics of conscientious individuals give them a strong level of confidence in their ability to manage their finances. Openness Openness to experience refers to a trait in an individual’s personality that inspires them to explore and undertake new experiences. Costa and McCrae (1992) defined this personality trait using traits such as “originality, curiosity, ingenuity, and creativity.” This trait includes active imagination, aesthetic sensitivity, attention to inner feelings, preference for variety, intellectual curiosity, and a willingness to consider new ideas and try new things. Doepegen et al. (2024) examined how knowledge management capabilities and organizational risk-taking affect business model innovation (BMI) in small and medium-sized companies. The results showed that external knowledge management capabilities directly stimulate BMI, and this effect is strengthened for companies with high risk tolerance. Osco et al. (2024) examined the effect of CEO characteristics on risk-taking in companies listed on the Tehran Stock Exchange. The results showed that CEOs with high financial education and political connections and less conservatism have better ability to manage risk. Research Methodology This research is applicable in terms of purpose, and descriptive-correlational in terms of method. The population of the present study includes all senior managers of companies listed on the Tehran Stock Exchange. The sampling method of the present study was also based on the Cochran formula, which ultimately determined the sample size to be 139 people. A researcher-made questionnaire on a five-point Likert scale was used to collect data. To examine the validity and reliability of the tool, its use and reliability were confirmed by content validity (expert opinion) and Cronbach's alpha, respectively. Research Findings The findings of the present study showed that personality traits can shape different patterns of risk tolerance among managers. Some traits such as extraversion and openness to experience increase risk-taking, while conscientiousness, neuroticism, and acceptability strengthen managers' tendency towards caution and risk avoidance. These results are consistent with most previous studies and provide new evidence for the role of personality in managerial decision-making.  Conclusion The results of the present study confirmed that the two traits of extraversion and openness to experience increase managers' risk tolerance, while conscientiousness and acceptability reduce the level of risk tolerance. In addition to enriching the theoretical literature, these results also have practical importance; because organizations can consider the suitability of personality traits with the level of risk-taking required in different job situations in the process of selecting and developing managers. The findings of the present study confirmed that extraversion is positively related to managers' risk tolerance. This result is consistent with the research of Nicholson (2005) and Rai et al. (2021), which showed that extroverted individuals make risky decisions more easily in challenging situations due to their high energy, desire for extensive interactions, and greater self-confidence. The results showed that openness to experience is one of the strongest predictors of managers' risk-taking. This finding is consistent with studies by Mayfield et al. (2008) and Nandan & Saurabh (2016), which have emphasized that people who are open to experience are more willing to enter risky situations due to their interest in innovation, curiosity, and creative thinking. Such results indicate that open-mindedness and cognitive flexibility can enhance managerial risk-taking. The present study showed that conscientiousness has a negative relationship with managers' risk tolerance. This finding is consistent with studies by Rai et al. (2021), which have emphasized that conscientious people usually avoid risky decisions due to their orderliness, accuracy, and desire to control situations. However, some studies such as Ferreira et al. (2019) reported a positive relationship in some contexts, which indicates the complexity of the role of conscientiousness. The findings of the study showed that neuroticism does not have a significant effect on managers' risk tolerance; in other words, the level of managers' neuroticism could not predict their risk tolerance. This result is consistent with some previous studies such as Vigil-Colet (2007) who reported a weak or insignificant relationship between neuroticism and risk tolerance. The results of the present study showed that acceptability has a negative relationship with managers' risk tolerance. This finding is consistent with the research of Sadiq & Khan (2019) who stated that agreeable people make more conservative decisions due to their desire to maintain positive relationships and avoid conflict. Although agreeable managers create constructive organizational relationships, they are less inclined to make risky decisions because such decisions may lead to disagreement or dissatisfaction with others. This characteristic is considered an advantage in human resource management or public relations, but in areas such as strategic investment it can be an obstacle to innovation. Therefore, it is necessary to use the role of agreeable managers in accordance with the type of organizational tasks.

Abstract Abstract The purpose of this research is to analyze the impact of effectiveness of media (Radio and TV) advertisement on the extent of consumers’ urge to consume national commodities. This research is applicable in terms of purpose, and is a descriptive-survey research in terms of nature, which has been conducted as a field work. Statistical population of the research is the population of Mashhad city. Using Cochran formula, 384 people were selected as the statistical sample. In order to gather data, a researcher-made questionnaire with 61 questions was used. Content validity of the questionnaire was approved by 15 academic and practitioner experts in the field of advertisement and media.  The reliability of the questionnaire according to Cronbach's alpha was 0.824. Also, SPSS and SPLS applications were used to analyze data. Results of the research indicate that effectiveness of media advertisement positively and in a meaningful manner affects consumers’ urge to consume national commodities. Extended Abstract                                           Introduction The economic sector in Iran is particularly vulnerable compared to other fields, largely because of the country’s reliance on oil revenues and imports. Consequently, adversaries have recognized that economic sanctions against Iran could more effectively achieve their objectives (Motaqi & Motaqi, 2013). While many studies have explored resistance economy, consumption patterns, and specifically domestic product consumption, there has been little significant action to enhance and cultivate the purchase of domestic products through effective and targeted media advertising. Since one of the roles of mass media is commercial advertising, it is expected to raise public awareness, assist in decision-making, foster healthy competition among producers, and facilitate economic activity (Salhi & García-Villoria, 2015; Prieler et al., 2015). Media plays a vital role in advertising, cultural, and supervisory functions by creating a mental framework for accepting the necessity of reform and revising the allocation and distribution of resources and income (Hayek, 2015). Thus, there is a significant need for a coherent and coordinated advertising system that can effectively communicate and attract consumers to domestic products through different official and unofficial media channels. This study specifically explores the promotion of domestic product consumption through media advertising, aiming to determine whether the effectiveness of media advertising (Radio and Television) significantly influences consumer inclination towards domestic products. Theoretical Framework:  Effective advertising is defined by its ability to attract the audience’s attention, create memorable effect, stimulate purchasing actions, and awaken the audience’s sensory reception (Rejón-Guardia et al., 2016). Because of cultural, political, social, and other contextual differences, advertising in Iran differs from that in other parts of the world. As a result, internal and localized influencing factors must be considered to determine its effectiveness. Two perspectives on consumer attitudes towards domestic versus foreign products exist: 1) Rational Processing Model: Consumers evaluate and select products based on rational processes. 2) Emotional Processing Model: This perspective suggests that product choice is influenced by emotional factors. For instance, factors like quality, price, accessibility, after-sales service, and availability of spare parts for domestic products are cognitive factors that drive inclination towards domestic goods. On the other hand, emotional factors such as national loyalty and ethical opposition to foreign products also play a role (Maison & Maliszewski, 2016; Zeugner-Roth, 2015). Motiee (2023) identified "national and organizational consensus," "geographical requirements," and "economic growth" as key features supporting domestic production, achievable with institutional support such as from Radio and Television. HajialiAkbari & Sadighian (2019) found that quality, price, product functionality, packaging, post-purchase regret, design, and warranty are the most significant factors affecting consumer decision-making for domestic products. Methodology: This research is applicable in terms of purpose, and descriptive-correlative in terms of data collection. The statistical population consists of Mashhad residents. According to the 2016 census, the population of Mashhad was 3,001,184, forming the research population. A sample size of 384 was determined using the Cochran formula. The measurement tool was a researcher-made 44-item questionnaire for assessing media advertising effectiveness, and a 17-item questionnaire for evaluating factors affecting consumer inclination towards domestic goods, based on a Likert scale with five options. Data analysis was performed using SPSS and SPLS software, employing descriptive and inferential statistics. Descriptive statistics were used to investigate the respondents' demographic characteristics, and inferential statistics, structural equation, and path analysis were used to analyze data and test hypothesis. Findings:  The main hypothesis showed that media advertising effectiveness (Radio and Television) has a path coefficient of 0.781 on consumer inclination towards domestic goods consumption. Thus, with 95% confidence, it can be stated that media advertising effectiveness significantly impacts consumer inclination towards domestic goods. Other secondary hypotheses were also confirmed, with path coefficients for various roles including: information features (0.594), advertising selection activities (0.506), advertising ranking (0.591), advertising engagement (0.623), advertising tools and visual methods (0.523), emotional features (0.498), motivational dimensions (0.522), overall advertisement viewing (0.618), internal vs. external product evaluation (0.642), consumer nationalism (0.705), and preference for domestic vs. foreign products (0.603). Discussion and Conclusion:  The results indicate that media advertising effectiveness has a positive and significant effect on consumer inclination towards domestic products. This finding aligns with Hamidizadeh & Nourian (2013) regarding the impact of television advertising on customer attraction. The study’s results are consistent with research by Naghdi et al., (2023), Motiee (2023), Bashokouh et al., (2023), and Sanaeimehr et al., (2021). Among the factors affecting advertising effectiveness, advertising engagement had the highest impact. This is because engagement directly addresses the mental involvement of the audience, leading rationally to higher effectiveness compared to other factors. Despite Roshandel Arbatani et al., (2010) not addressing the importance of identified metrics, this study clarifies their significance, with engagement, overall ad viewing, information features, ad ranking, advertising tools, and emotional characteristics being of notable importance. The position of emotional features in this study supports findings by Samsamshariatmm et al., (2007). Regarding factors influencing consumer inclination towards domestic products, the study aligns with research by Motiee (2023), Naghdi et al., (2023), Amiri et al., (2022), Haghighi & Hosseinzadeh (2010), Vadhanavisala (2015), and Maison & Maliszewski (2016), highlighting consumer nationalism as a crucial factor. The study suggests that Radio and Television should create various programs to emphasize domestic product consumption, thereby altering consumer preferences. Media should leverage advertising for Iranian products, prominently featuring them in visual content, series, and films to instill the value of domestic production. Emphasizing the benefits and advantages of domestic products and avoiding unnecessary advertising content should be prioritized. Advertising should be diverse and avoid repetition, and a culture of quality focus among domestic producers should be promoted.

Abstract The current research has been conducted with the aim of investigating the factors affecting the financial recovery of businesses admitted to the stock exchange. This research is an interdisciplinary study; a combination of legal and financial topics with qualitative and quantitative data. In this regard, 144 companies were studied as a statistical sample of the research in the 12-year period of 2010-2021 based on the screening process. The findings of the research showed that, in the examination of the goodness of fit indices of the model, it can be seen that, based on the McFadden coefficient of determination index, the use of predictor variables in the final model of the financial recovery of companies has been able to improve the likelihood function by 71.25%. That is, it can be concluded that the main forecasting components in the final model have been able to be effective up to 71.25% in the accuracy of detecting the financial recovery of companies. Finally, the analysis of multilayer artificial neural networks in order to evaluate the reliability of the results in diagnosing and prioritizing the financial recovery of companies shows that, therefore, considering that the tenth principal component is the most important factor in the financial recovery of companies, and citing the magnitude (absolute value) of the coefficients of each variable in the formation of this component, the order of the importance of financial variables in the financial recovery of companies and their exit from bankruptcy can be determined.
Extended Abstract                                          
Introduction
Financial helplessness refers to a situation in which the company cannot fully fulfill its obligations to financial providers, and faces difficulties in fulfilling them. Financial helplessness does not necessarily lead to bankruptcy, and a set of management measures to get out of helplessness or rehabilitation can save the company from the risk of entering the bankruptcy stage (Mherani et al, 2021). The growth and revival of the company is the result of exploiting the opportunities. In fact, a company has limited resources that it uses as necessary tools to achieve growth in facing upcoming opportunities (Hussain & Waseer, 2018). Company growth has been studied by many researchers and different terms have been used to define its stages. But most researchers agree that the growth and revitalization of the company is a process. In other words, every company is born like a child, then it starts to grow and in this way it faces various challenges and crises until it finally matures and then dissolves. In this path, there are several factors that help the company's success and allow it to move from one stage to another. Of course, there are two different thoughts among researchers in this regard; some of them believe that the company's economic growth path is linear and predictable. But some others believe that the company's growth is the result of taking advantage of opportunities and is unpredictable (Guha et al, 2013).
Manufacturing companies active in the stock market, which are considered as the main players in the economy of any country, play an important role in increasing the national income. Regardless of paying taxes to the government, companies create many job opportunities and provide them with the opportunity to pay taxes to the government by hiring and paying jobseekers. Also, companies play an important role in improving the foreign balance of the country by exporting their goods to other countries. On the other hand, bankrupt companies lose the ability to pay taxes to the government and are forced to fire their employees; which brings many social and political problems. Also, since bankrupt companies are unable to pay their loans, they create problems for lending institutions (Yan & Vedoud, 2019). Therefore, this research, referring to the concept of asset pricing models of Black and Schulz; which emphasizes on the intrinsic value of debts and assets, paying attention to the importance of bankruptcy and exit and in the continuation of rehabilitation, has examined the factors affecting financial rehabilitation of businesses accepted in the stock exchange, and in fact, the main question of the research is: what factors are effective on the financial recovery of bankrupt companies in the stock exchange?
 
Theoretical Framework
Financial rehabilitation (exit from bankruptcy)
Company rehabilitation is a process in which the weak performance status of the company changes and its performance indicators improve (Berandez & Berg, 2020). When some organizations experience a financial crisis and face challenging and deteriorating operating margins, financial revival means a significant improvement in operational margins and financial health of the organization (Ghazavi, 2018). The financial recovery of the business unit is a process based on which the weak performance status of the company is changed and the performance indicators are improved (Brandes & Brege, 2012).
 
Financial recovery strategies
The increase in the bankruptcy of business units due to the economic situation attracted the attention of researchers to this field and caused research to be found to provide a model to predict the exit from helplessness of helpless companies. With the increase in the scope of the financial crisis, managers of companies in crisis have increased their efforts to implement strategies that will save them from bankruptcy and stop their decline. In this regard, some of them use the strategy of cost reduction (Bruton & Rubanik, 2016) and asset restructuring (Sudarsanam & Lai, 2017; Hambrick & Schecter, 2014) for revival, and others consider the reorganization of the company's debts.
Dzingirai & Baporikar (2022) in a research titled "Trends and patterns in revitalization strategies" state that the most important aspect of strategic management should be the ability to respond to a world that is changing rapidly and with an increasing trend. The purpose of implementing this strategy is to take measures aimed at reducing the effects of change among organizations. As a result, it seems that the present time is the most ideal time to analyze the existing articles in this field from the perspective of bibliography. The role of revitalization strategies in strategic management articles cannot be underestimated. Three revitalization strategies, i.e. retrenchment, restructuring, and reorganization have led to the spread of articles related to the mainstream revitalization.
Ramalho & Diogo (2021) found that operational structure restructuring measures play an important role in the revitalization process of any company. In addition, this study shows that the managers of American companies during the considered time period, regardless of the effectiveness of the strategies, give more importance to financial restructuring measures.
 
Research methodology
This research is an interdisciplinary study; a combination of legal and financial topics with qualitative and quantitative data. In this regard, 144 companies were studied as a statistical sample of the research in the 12-year period of 2010-2021 based on the screening process.
 
Research findings
The findings of the research showed that, in the examination of the goodness of fit indices of the model, it can be seen that, based on the McFadden coefficient of determination index, the use of predictor variables in the final model of the financial recovery of companies has been able to improve the likelihood function by 71.25%. That is, it can be concluded that the main forecasting components in the final model have been able to be effective up to 71.25% in the accuracy of detecting the financial recovery of companies. Finally, the analysis of multilayer artificial neural networks in order to evaluate the reliability of the results in diagnosing and prioritizing the financial recovery of companies shows that, therefore, considering that the tenth principal component is the most important factor in the financial recovery of companies, and citing the magnitude (absolute value) of the coefficients of each variable in the formation of this component, the order of the importance of financial variables in the financial recovery of companies and their exit from bankruptcy can be determined.
 
Conclusion
The current research was conducted with the aim of investigating the factors affecting the financial recovery of businesses admitted to the stock exchange. The findings of the Ramalho, Diogo Miguel Pacífico (2021), Kazemzadeh & Moazami (2019), and Dzingirai & Baporikar (2022) also identified and introduced factors for the revival of companies in line with the results of this research. The artificial neural network composed of the main components in this research can correctly predict 90.9% of the bankruptcy or non-bankruptcy situations of companies, which can be confirmed by the research results of Lee (2021), Barzegar & Haedari (2017), and Wanita & Grace (2021) based on the acceptable and high power of the artificial neural network in the detection of aligned bankruptcy. Finally, for the revival of bankrupt companies in the stock exchange, suggestions for officials and legislators with regard to the research findings are presented:
- It is suggested to the Ministry of Security to make the necessary inquiries from the bankruptcy liquidation department of the provincial judiciary before issuing a license for production units that have been closed down or bankrupted, and provide the necessary background within the framework of laws and regulations for the activation of closed or semi-closed production units, with the least capital and the least cost, to activate the huge capital stagnant in them.
 

Abstract Abstract
The aim of this research was to find patterns of structural equations of digital human resources in Mellat Bank. The present research is applicable-developmental in terms of the type of objective, descriptive in terms of data collection, and quantitative in terms of the nature of the data. The data collection tool consisted of two parts: a review and exploration of research literature and upstream documents in the library section, and a researcher-made questionnaire in the field section. According to the population survey, the statistical population of Mellat Bank was approximately 20,000 people, and 377 people were selected as a sample based on the Cochran formula. Then, the questionnaire was distributed among the quantitative research sample, and after collecting statistical data, it was analyzed using PLS software. The results showed that the digital human resource management model includes causal factors (technological, environmental, human, and organizational), contextual factors (digital platform, managerial platform, and individual platform), intervening factors (cultural factors and creating new platforms), strategies (organizational and managerial), and consequences (individual, cultural and organizational); and all relationships in the model are meaningful.
Introduction
Human resource management is currently on the verge of a major transformation driven by digital technologies. Technologies such as artificial intelligence, big data, social networks, cloud computing, blockchain and etc. are transforming human resources. The combination of human resource management and digital transformation has formed a new concept called digital human resource management, which is briefly called digital human resources. Human resource management serves digital transformation and brings soft transformation capabilities to the organization. Organizational digital transformation is a journey in which an organization creates the capabilities necessary for survival and competitiveness in this era and then takes full advantage of these capabilities to maximize business value. Do not forget that digital transformation begins, first of all, with a change in our attitudes and perspectives. If you go directly to the use of technologies and tools before developing a digital mindset in your organization, especially your senior managers, you will get nowhere. Also remember this golden proposition well that digital transformation is business transformation. This insight teaches us that technology itself is not valuable to us, but becomes valuable when we can solve organizational problems with it. So digital transformation is a pragmatic and value-oriented concept, not a fashionable topic that is only for show (Gheidar & Shami Zanjani, 2020).
Digital human resource management is a digital transformation in human resource practices and processes through the use of electronic media, mobile, analytics, and information technology to make human resource management more efficient. In other words, digital HRM essentially performs or manages all HR work using soft technologies, applications, and the internet. Digitalization or digital transformation is something that all organizations must bring to be efficient and relevant in the future. Otherwise, they will lag behind other organizations in the market industry. Digital HRM transforms traditional HR processes using new technologies. This approach not only increases efficiency and speed of work, but also enables more accurate and evidence-based decision-making by collecting and analyzing employee data. As a result, organizations can improve employee performance, attract and retain top talent, and ultimately achieve sustainable competitive advantage. In recent years, Bank Mellat has moved from the employee management model to the digital human capital management paradigm with a transformational approach. The lack of a comprehensive digital thinking model is noticeable, and this digital thinking, model, and paradigm have not yet dominated the bank. Therefore, there is a need to design a model that replaces the digital transformation thinking in the field of human resources with the idea of ​​becoming electronic. Considering this digital gap in many activities of the medical system organization, the lack of the necessary ability of employees to digitize activities, and the lack of providing the necessary training and skills in the field of digital and information technology; implementing this plan seemed necessary to solve these problems, and this research tries to provide the right information and solutions to solve these problems and advance the activities of Bank Mellat in a better and faster way. For this purpose, this research tries to present a digital model of human resources management in the country's banking network in line with this necessity and answer the question: What is the patterning of the structural equations of digital human resources in Bank Mellat?
Theoretical Literature
Digital Human Resource Management
Concepts such as “digitalization”, “digital transformation” or “digital disruption” are currently among the most prominent research topics. In general, such concepts indicate the increasing use of technology and the related fundamental changes in various areas of business and society, which is also true (Martins, 2022). Digital human resource management is a mindset that continuously provides digital technologies for greater employee productivity and a better work experience (Ghader & Shami Zanjani, 2020). Digital human resource management is also considered as a set of knowledge, rules and best practices that lead to effective human resource management. Weermans and van Veldhoven define digital human resource management as “the administrative support of the human resource function in organizations by using Internet technology”. But they also emphasize the importance of understanding that the introduction of electronic human resource management may lead to changes in the content and positioning of the human resources role. Adopting web-based technologies for human resource functions involves a combination of two components: the use of electronic media and the active participation of individuals in this process (Voermans & Van Veldhoven, 2007).
Research Background
Orhan & Kurnaz (2025) conducted a study with the aim of conducting a bibliometric analysis of the keyword network, numerical distribution per year, citation network of highly cited publications, most active researchers, and most active journals; countries and institutions of published studies. Human resource management education has been in the WOS database between 1990 and May 1, 2024. In addition, the objectives of the studies examined in the study are analyzed in order to identify the research trend in the field of artificial intelligence in human resource management and the remaining gaps in the research field. In the study, the criterion sampling method was selected as one of the purposive sampling methods. This study is a descriptive content analysis using a qualitative research method. The R programming language package program of "biblioshiny" was used in the analysis of the collected data. For the primary purpose of the study, MAXQDA 2020 was also used in the second stage and analyzed in 16 sections.
Abdollahzadeh Namini et. al., (2024) conducted a study with the aim of designing a behavioral model of managers in the digital age with a grounded theory approach. Data analysis and model design were carried out in three stages of open, axial and selective coding. The findings indicate that the causal conditions include human factors, environmental factors, and organizational factors; the main phenomenon of managers' behavior includes communication and interactions, trust, decision-making under uncertainty, personality traits, and digital temperament; the background conditions include digital cognition and understanding, digital education and culture, digital experience and talent and skill management, digital forward-looking and strategic thinking, change management, and digital leadership capabilities; the intervening conditions include digital mindset and attitude, manager intelligence, manager values, innovation, and the nature of business and industry; the strategies and mechanisms include innovation and learning strategy, digital retention strategy, digital mix and focus, digital participation strategy, and digital leadership and governance strategy; and the consequences include consequences of individual dimensions and organizational dimensions.
Abidi et. al., (2024) conducted a study aimed at identifying and evaluating the components of human resource competence in the era of digital transformation. The results in the qualitative section showed that the competence of digital managers includes 7 components: individual factors, organizational factors, culture of change, digital attitude, communication factors, leadership and management, and technical and specialized factors. The results in the quantitative section showed that there is a significant correlation between all components. Also, among the components, the component of culture and change management was received first priority. The results also showed that the research model has the necessary validity.
Research Methodology
The present research is applicable-developmental in terms of the type of objective, descriptive in terms of data collection, and quantitative in terms of the nature of the data. The data collection tool consisted of two parts: a review and exploration of research literature and upstream documents in the library section, and a researcher-made questionnaire in the field section. According to the population survey, the statistical population of Mellat Bank was approximately 20,000 people, and 377 people were selected as a sample based on the Cochran formula. Then, the questionnaire was distributed among the quantitative research sample of the study, and after collecting statistical data, it was analyzed using PLS software.
Research findings
Several criteria are used to examine the fit of the structural model of the research; the first and most basic criterion being the t-significance coefficients. The structural model fit using t-coefficients is such that these coefficients must be greater than 1.96 in order to confirm their significance at a 95% confidence level. The results of the significance of the coefficients are reported based on the t-statistic value; so that if the t-statistic value is greater than 1.96, it can be concluded with 95% confidence that the independent variable has an effect on the dependent variable. In this section, Figures 1 and 2 are examined and the overall research model is fitted. The results showed that the model has a good fit and all relationships in the model are significant.
Discussion and Conclusion
The aim of this research was to find a pattern of structural equations of digital human resources in Bank Mellat. The results showed that the model had a good fit and all relationships in the model were meaningful. The research findings also show that the digital human resources management model includes several key factors that together help improve and develop digital human resources management systems. These include causal factors (technological, environmental, human and organizational), contextual factors (digital platform, managerial platform, individual platform), intervening factors (cultural factors and creating new platforms), strategies (organizational and managerial), and consequences (individual, cultural and organizational). These findings are consistent with the results of Tijan et al, (2021 and Vrontis et al, (2021). In general, the digital human resource management model presented in this study shows that in order to achieve success in human resource management, attention should be paid to all causal, contextual, and intervening factors, as well as strategies and consequences. This model can help organizations improve their human resource management systems by considering all these factors and achieve their organizational goals. Finally, it is suggested that to adapt to the digital workplace, Bank Mellat needs to provide appropriate strategies and processes to create a suitable work environment for implementing digital human resources, including creating a balance between remote and in-person work, developing employees' digital skills, and encouraging collaboration and knowledge sharing. Technological facilities for the digitization of human resources should be provided to use employees' capabilities more effectively.

Abstract Abstract
The purpose of this research was to examine the relationship between employee empowerment and customer relationship management with the mediating role of organizational citizenship behavior in Kerman Melli Bank branches. This research is descriptive-correlative in nature and method, and applicable from the point of view of the goal. The statistical population includes all the employees of Kerman Melli Bank branches, whose number was 240 in 1400, and due to the limitation of the statistical population, all its members were selected as a sample and studied in the form of a census. The research data was collected through a questionnaire (Wetan and Cameron Employee Empowerment, 1998; Oregon Organizational Citizenship Behavior Questionnaire, 1998; and Customer Relationship Management Questionnaire, Sin et al., 2005). Data analysis has been done using structural equations and Lisrel software. Research findings indicate that there is a positive and significant relationship between employee empowerment and customer relationship management with the mediating role of organizational citizenship behavior. This result indicates that when an organization has capable employees, the amount of citizenship behavior and customer relationship management increases.
Extended Abstract
Introduction
In the last few years, the term "customer relationship management" has attracted a lot of attention in the field of marketing and business and etc, especially private and public organizations and companies, as well as business consultants, heavily involved in this field and have developed the concept of customer relationship management, which means the organization's efforts to create and provide higher value to the customer (Panahi et al, 2020). Organizations have widely recognized that customers are their most important asset and they look at customer relationships and its quality of as mutually beneficial exchanges and as opportunities that need to be managed. Taghizadeh, (2015) in a research titled evaluating the effectiveness of customer relationship management based on the fuzzy inference system, reached the conclusion that customer relationship management is below average and needs improvement. So the factors affecting it should be investigated. One of the factors affective on customer relationship management is extra-role behavior or organizational citizenship behavior (Qureshi et al, 2015).
One of the proposed models in the field of organizational citizenship behavior is Organ's model (1980), the dimensions of which are: altruism, work conscience (duty commitment), chivalry, politeness, social etiquette. Many factors can affect organizational citizenship behavior; one of which is employee empowerment (Ismaili et al, 2011).
Research shows that the best strategy for solving the challenges facing organizations and achieving their goals is employee empowerment. In the management literature, the idea of ​​empowered employees is repeatedly described as the main element of promoting innovation, organizational adaptability, improving customer relations, and increasing employee satisfaction. Empowerment and human resource development is a management approach in which employees are empowered to make decisions and participate in the decisions of the organization (Panahi et al., 2020). Employees have potential talents that can be actualized by means of empowerment. Managers can use the level of empowerment of employees to improve and develop the undesirable capabilities of employees and better use this organizational resource to achieve the organization's goals (Jasri, 2011). .
According to the above mentioned, the main problem of the research is: what is the relationship between employee empowerment and customer relationship management with the mediating role of organizational citizenship behavior in Kerman Melli Bank branches?
Theoretical framework
Empowering human resources means creating the set of necessary capacities in employees to enable them to create added value in the organization and fulfill the role and responsibility they have in the organization, combined with efficiency and effectiveness. Empowering employees has dimensions as follows: (1) Competence (2) Independence (3) Meaningfulness (4) Effectiveness (5) Trust (Conger & Konungo, 1998).
Applebaum (2004) states that organizational citizenship behaviors are precautionary behaviors that are not part of the formal work needs of employees, but they are things that promote the effective structure of the organization.
Customer relationship management requires a customer-oriented philosophy and culture to support effective marketing, and sales and after-sales service processes in the organization. A customer-centric culture is based on a simple concept of one-to-one communication between customers and vendors. This approach looks at each customer as an individual with their own demands, purchases and needs. By using customer relationship management, the company's relationship with customers and their needs are examined and studied. Customer relationship management is actually a process to collect and integrate information in order to use it effectively and purposefully. This information can be related to customers, sales, effective marketing, market sensitivity and needs (Irannejad and Yadollahi, 2014).
Panahi et al, (2020) conducted a research under the title of the current research to investigate the effect of knowledge management in the implementation of customer relationship management with the mediating role of employee empowerment. The results indicated that knowledge management directly has a positive effect on employee empowerment, which in its own part directly effects on the implementation of management of customer communication and can lead to mutual synergy. Also, knowledge management can have a positive and meaningful impact on the implementation management of customer communication by empowering employees. Therefore, employee empowerment can strengthen the effect of knowledge management on customer relationship.
 (Le & Ho,2020) conducted a research entitled investigating the relationship between benevolent leadership and organizational citizenship behaviors (OCB) with the mediating role of member-leader exchange. The results of the analysis confirm the mediating effect of leader-member exchange in the relationship between benevolent leadership to OCBO and OCBI. University leaders can benevolently motivate university employees to perform extra-role behaviors that motivate not only the organization but also other colleagues and students by fostering a good quality leader exchange.
Research methodology
The research method is descriptive-correlative in nature and applicable in terms of purpose. The statistical population of this research consists of all the employees of Melli Bank of Kerman, whose number has reached 240 in 1400. Due to the limitation of the statistical population, all its members have been selected as a sample and studied in the form of a census. Three questionnaires were used to collect data related to variables (employee empowerment questionnaire, Vaten & Camron standard questionnaire, (1998), organizational citizenship behavior questionnaire, questionnaire Organ (1998), customer relationship management questionnaire, Seen et al. (2005) questionnaire; based on a 5-point Likert scale (completely agree to completely disagree).
Research findings
In order to investigate the research hypothesis and data analysis, structural equations and Lisrel were used, and the results showed that there is a significant relationship between employee empowerment and customer relationship management with the mediating role of organizational citizenship behavior in Melli Bank branches of Kerman. Empowering employees through citizenship behavior can improve customer relationship management. That is, by increasing the numerical value in empowering employees, organizational citizenship behavior will increase and as a result, customer relationship management will increase. These findings indicate that when an organization has capable employees, the amount of citizenship behavior and customer relationship management increases. The first sub-hypothesis test showed that there is a significant relationship between employee empowerment and customer relationship management in Kerman Melle Bank branches. That is, if employees feel competent, their motivation will be high, and as a result, customer relationship management will improve. The results of the second sub-hypothesis test showed that there is a significant relationship between employee empowerment and organizational citizenship behavior in Kerman Melli Bank branches. That is, having the feeling of the right to choose and the freedom of action of employees leads to the improvement of their level of job satisfaction and as a result, extra-role behaviors increase. The results of the third sub-hypothesis test showed that there is a significant relationship between organizational citizenship behavior and customer relationship management in Kerman Melli Bank branches. It means that if the organization has loyal employees, compatible with the organizational goals and values, they will work beyond the prescribed duties, and as a result, customer relationship management will increase.
 
Conclusion
 
The present study was conducted with the aim of investigating the relationship between employee empowerment and customer relationship management with the mediating role of organizational citizenship behavior in the branches of Melli Bank of Kerman. The results of this research are consistant with the results of research findings of Iran Nejad & Yadalahi, (2014); Qureshi et al, (2015) and Ismaili et al, (2011); which indicate that when an organization has capable employees, the amount of citizenship behavior and customer relationship management increases.
According to the present research, it is suggested that managers provide conditions so that employees are empowered and feel confident about their future careers. Also, try to make it possible for employees to increase their job skills. Try to make the employees feel that they are doing their duties successfully. Give employees more freedom of action.

Abstract Abstract
The purpose of this study was to determine the prediction of innovative job performance with an emphasis on knowledge-based human resource management practices, social capital and knowledge sharing. The current research was applied in terms of purpose and descriptive-correlational in terms of nature and method. The statistical population (187 people) was the employees of Payam Noor University of Yazd province in 2022, who were selected by simple random method and through Cochran (124 people). The tools of data collection were standard questionnaires that existed in this field, which had good validity and reliability. The results of hypothesis testing by Lisrel software show that knowledge-based human resource management methods have a positive and significant effect on social capital, innovative job performance, and knowledge sharing. Social capital has a positive and significant effect on knowledge sharing and innovative job performance. Knowledge sharing has a positive and significant effect on innovative job performance, also the mediating role of social capital and knowledge sharing was confirmed.
Extended Abstract
Introduction
Innovation in organizations is primarily a human issue, and since it is the employees who develop and implement business ideas, innovation depends on the effective management of human resources. It also partly depends on knowledge, because every innovation requires the development of new knowledge as input (eg ideas, concepts, prototypes, etc.) and output (ie, produced novelty). Therefore, both human resource management and knowledge are considered the main factors of innovation. From the point of view of human resource management, innovation is a collection of knowledge that is produced for the organization (Swart & Kinnie, 2013), on the other hand, social capital has become a prerequisite for the successful transfer of tacit knowledge and the production of innovation. Social capital represents a type of social network, trust and a set of norms that connect colleagues to facilitate coordination and cooperation for mutual benefits and necessary to achieve the larger goals of the organization. The integration of human resource management and the perspective of knowledge and social capital have been identified as an important topic with significant potential, which is still underdeveloped (Ferraris et al, 2018). In particular, there is little work on human resource and knowledge management as antecedents of organizational innovation. While many previous studies have investigated the impact of innovation on human resource management (Gil-Marqués & Moreno-Luzón, 2013; Saá-Pérez & DíazDíaz, 2010) and knowledge sharing (Pizarro-Moreno et al, 2011; Wu et al, 2007 ), and few studies have empirically analyzed the interaction between knowledge-based human resource management practices and knowledge sharing against innovation (Wang & Chen, 2013), but these studies are less relevant to the results, knowledge-based human resource management practices to They paid attention to the purpose of increasing innovative job performance by emphasizing social capital and knowledge sharing. Therefore, the purpose of this article is to fill this research gap, in other words, according to the purpose of this research, the main question that researchers face in this research is whether knowledge-based human resource management practices, social capital and knowledge sharing predict Is job performance innovative?. 
Theoretical framework
In general, knowledge-based human resource management is related to policies, practices and systems that affect the behavior, attitude and performance of employees (Pastor et al., 2010). Organizations can use some knowledge-based human resource management practices as a tool to stimulate employee commitment, engage them in creative thinking and innovation, and shape their skills, capabilities, attitudes, and behaviors to help achieve organizational goals (Jiang et al., 2012). On the other hand, social capital can be examined as a theoretical concept in economic and sociological traditions in order to present two important distinct and overlapping perspectives. Portes (1998) linked the first modern use of the term social capital to Bourdieu (1983), who proposed two distinct elements; First, the social relationships that allow individuals to access the resources of other group members, and second, their quantity and quality. On the other hand, according to Haas and Hansen (2007), knowledge sharing can be direct (addressed to a specific recipient, which requires contact between the provider and recipient of knowledge - in meetings, by telephone, by e-mail) or indirect (sent through ) be Written documents or databases are not addressed to a specific person, meaning that the recipient of the document does not have to contact the provider directly, but can use the document as an independent resource. Finally, the important factors affecting the performance of job innovation in business can be divided into three general categories: contextual, organizational and personal; (Crossan and Apaydin, 2010).
Research Methodology
This research is "applicative" in terms of its purpose and "descriptive-correlation with a survey" in terms of data collection. The statistical population (187 people) were the employees of Payam Noor University of Yazd province, who (124 people) were selected with Morgan by simple random method for the year 2014 (Table 1). From the questionnaire of knowledge-based human resource management practices by Lepak & Asnel (2002), consisting of 12 questions, innovative job performance by Sccat & Bras (1994), consisting of 5 questions, social capital by Potnam (1999), consisting of 30 questions, and finally knowledge sharing Connelly et al (2012), which consisted of 5 questions, were used as a data collection tool, based on the five-point Likert scale. To confirm the validity, three types of validity, "content, convergent validity and divergent validity" were used, and three criteria (factor loadings, Cronbach's alpha coefficient and composite reliability coefficient) were used to confirm reliability.
Research findings
Since the aim of the research is to reach a model of causal relationships between variables, it is necessary to use the causal modeling method. By combining cause and effect information based on a specific theory, this method explains the relationships between variables and provides a basis for inference. Causal inferences obtained based on the types of data correlation and may explain the relationships between observable and latent variables. In other words, in causal modeling, the goal is to obtain quantitative estimates of causal relationships between a set of variables. In this research, in order to reach the research model, the structural equation modeling method is used which is based on the causal relationships between the variables. The most important feature of this technique is its flexibility in terms of its use as a broad theoretical framework, the possibility of participating variables, the use of multiple measures, the possibility of error, the adaptation of distributional assumptions and the ability to work with all types of data. In general, the research hypotheses have been tested with the structural equation modeling technique and with the help of Lisrel software. According to the results of Table 2 above, it can be said that the coefficient of t statistic for all paths is greater than the critical value (1.96) and also the level of significance is less than 0.05, so the significance of the model and path coefficients is accepted.
Conclusion and Discussion
The purpose of this research was knowledge-based human resource management practices on innovative job performance with an emphasis on the role of social capital and knowledge sharing. This research is consistent with the researches of Mzidi & Mosenpour (2022), Yazdanshenas & Saberi (2020) and Waziri & Farhadi Mohali, (2018), Manteghi et al, (2016), Kutieshat and Farmanesh, (2022); In the end, considering the results of the structural equation model, it can be said that few studies have been conducted in the field of investigating the relationship between variables; For this reason, investigation and research on such relationships between these variables are important. Because it is very important to have a clear understanding of what elements will help to increase innovative job performance. Having said that, this research created a basic prerequisite for effective and efficient organizational systems so that organizations can fulfill their knowledge-based human resource management practices in the direction of the demands and needs of their employees. Finally, the results of this research have been a good starting point for further research both theoretically and practically. Theoretically, creating more knowledge and better predicting the relationship between measured variables leads to a better understanding of innovative job performance. In practical applications, additional information about the formation of these variables and their relationship with each other has helped innovative job performance so that they can take steps towards innovative job performance by emphasizing the role of social capital and knowledge sharing.

Abstract The purpose of this research is the effect of organizational paradox on sustainability mechanisms at the company level, emphasizing the mediating role of learning ambidexterity which can be an approach towards the development of entrepreneurship. The current research is applied in terms of purpose, and descriptive-survey in terms of nature and method. The statistical population includes 400 managers of Iran Gas Transmission Company, 196 of whom were selected non-randomly as a sample using Cochran's formula. The data collection tool was a questionnaire. Validity (convergent and divergent) and reliability (factor loading, composite reliability coefficient, Cronbach's alpha coefficient) were estimated as good. The results of hypothesis tested by SMART-PLS software show that the organizational paradox has a strong, direct, and significant effect on the Learning ambidexterity; and the Learning ambidexterity has, respectively, a strong, direct, and significant effect on organizational creativity; a medium, direct, and significant effect on organizational resilience; and a medium, direct, and significant effect on organizational energy. Finally, the Learning ambidexterity can play its mediating role. In spite of the designed model, it can be expected that the aforementioned department will definitely resort to learning ambidexterity role in order to develop entrepreneurship at the company level to better show the effects of the paradox of organization on sustainability mechanisms (creativity, resilience and energy). Extended Abstract Introduction This study has tried to show the studied company in an efficient way in the direction of development to more operational entrepreneurship in Iran as a country whose economy is developing, by providing a detailed view of the said mechanisms. In other words; since the Iranian Gas Transmission Company, as the largest subsidiary of the National Iranian Gas Company, has been able to allocate more than 20% of the working manpower (about 11 thousand people) in the gas industry with a background more than half a century, and despite the serious task of managing, preserving, maintaining and exploiting 70% of the physical assets of this huge industry, which is his responsibility; this company is operating with the aim of becoming a leading company in the world in the horizon of 2025. However, this company is not immune from continuous changes and turbulent environment, and the intensification of economic-political sanctions and the unclear prospects of negotiations in recent years have not only faced this company with challenges in the field of achieving its big goals, but have also impeded its development of entrepreneurship. Also, due to the operational nature of the company, the employees of this company must have a high level of creativity, resilience and organizational energy in order to overcome the problems faced by the company's entrepreneurial development. However, as it was said, focusing on one of the poles of organizational duality, either exploitation activities or exploratory activities, has reduced the organization's ability to deal with sudden changes and events, while the recent crisis of the Covid-19 pandemic, and the importance of organizational ability in dealing with these changes, has highlighted the three mechanisms of "creativity, resilience and organizational energy". Since achieving a balance between exploratory and exploitative activities also requires different organizational characteristics, the paradox of organizing has been identified as a solution to the above conditions. But the failure of common types of organizational plans to simultaneously management of paradoxical activities has led to the need for more research in this field. Therefore, due to the lack of research evidence, this research seeks to answer this question: What effect will the paradox of organization have on sustainability mechanisms (organizational creativity, organizational energy, and organizational resilience) with emphasis on the mediating role of ambidextrous learning in the direction of entrepreneurship development? Theoretical foundations Paradoxes are paradoxical, but there are still "simultaneously related elements that persist over time". Paradox can be seen as a stable conflict between interdependent elements or structures. Paradox theory represents tensions that exist simultaneously and persist over time, and that they present competing demands simultaneously that require ongoing responses rather than one-off decisions" (Schad & Bansal, 2018). Paradox at the organizational level includes cooperation and competition between alliances and network forms resulting from cooperation with competitors, in which exploration and exploitation cause continuous and contradictory demands in companies. In this context, it is suggested that companies should "participate; in exploitation to ensure the company's current viability, and in exploration to ensure its future viability". Past studies have shown that to ensure long-term survival, companies need continuous efforts to address multiple competitive demands (O'Reilly & Tushman, 2013). Organizational structure can play an important role in dealing with conflicting demands. According to Rivkin & Siggelkow (2006), organizational structure is simply "a set of methods in which work is divided into distinct tasks and then coordinated". Organizational structure is the way of mobilizing and using organizational resources in a wide range of activities and competitive demands (Siggelkow & Levinthal, 2003). Contingency theory is used to explain the conditions that lead to the adoption of centralized and decentralized approaches. Research Methodology This research is "applicative" in terms of its purpose and "descriptive-correlation with a survey" in terms of the way of data collection. The statistical population (400 people) was managers of Iran Gas Transmission Company, 196 people of whom were selected by simple non-random method for the year 1401. The 10-question organizational paradox questionnaire of Lee & Choi (2003), the 6-question organizational creativity questionnaire of Lee & Choi, (2003) the 6-question resilience questionnaire of Somers (2009), the 14-question organizational energy questionnaire of Cole et al. (2005), and the 10-question ambidextrous learning questionnaire of Atuahene-Gima, K., Murray, (2007) were used as a data collection tool. Research findings In order to investigate the hypotheses of the research, partial least squares structural equation modeling was used with SMART-PLS software.  The results related to the first hypothesis showed that the paradox of organizing has an effect on the ambidexterity of learning. The results related to the second hypothesis showed that the ambidexterity of learning has an effect on organizational creativity. The results related to the third hypothesis showed that the ambidexterity of learning has an effect on organizational resilience. The results related to the fourth hypothesis showed that the ambidexterity of learning has an effect on organizational energy. The results of the fifth, sixth and seventh hypothesis also stated that the ambidexterity of learning has a mediating role in the influence of the organizational paradox on the sustainability mechanisms at the company level (organizational creativity, organizational resilience, and organizational energy). Conclusion and Discussion As it was said, the purpose of this research was to investigate the effect of the paradox of organization on sustainability mechanisms with regard to the mediating role of duality of learning in the direction of entrepreneurship development. This research is in agreement with Pertusa-Ortega & Molina-Azorín (2018), Felin et al, (2012), Jansen (2005), Al-Atwi et al, (2021), Babazadeh et al, (2020), Kamali and Mirzaei (2019), Ebrahimi (2020), Do et al, (2022), Gayed & Ebrashi (2022), Schudy & Bruch (2010). In the end, considering the results of the structural equation model, it can be said that few studies have been conducted in the field of investigating the relationship between variables; for this reason, investigation and research on such relationships between these variables are important. Because reaching a clear understanding of what elements will help to increase the sustainability mechanisms at the company level (creativity, resilience and energy) in the direction of entrepreneurship development is very important. Therefore, this research created a basic prerequisite for effective and efficient corporate systems at the organizational level so that companies can fulfill their sustainability mechanisms towards the demands and needs of their employees. Finally, the results of this research have been a good starting point for further research both theoretically and practically. Theoretically, creating more knowledge and better predicting the relationship between the measured variables leads to a better understanding of the paradox of organization. In practical applications, additional information about the formation of these variables and their relationship with each other has helped the organization paradox to be able to step to the level of stability mechanisms through the duality of learning in the direction of employee satisfaction.

Abstract Abstract The purpose of this research is to investigate the mediating role of organizational agility in the relationship between outsourcing and organizational productivity in Gas Company of Rasht. The current research is applicable in terms of purpose, and descriptive-correlative in terms of its nature and method of data collection, and is specifically based on structural equation modeling. The statistical population of this research is all the employees of Rasht Gas Company, which are 360 ​​people; and according to Morgan's table, 186 people were selected as a sample and the random sampling method is simple. The collection tool in the current research is three questionnaires, which include organizational agility and outsourcing questionnaire of Adib and Minoui questionnaire (2019), and organizational productivity questionnaire of Smith et al. (1998). The research findings showed that according to the research results; organizational agility mediates the relationship between outsourcing and organizational productivity in Rasht Gas Company. The outsourcing index has a coefficient of 0.568; in other words, has an effect of 56.8% on organizational productivity in Rasht Gas Company, emphasizing the mediating role of organizational agility. Extended Abstract Introduction Outsourcing can be defined as the design of activities by third parties, efficient and systematic contracting with external organizations to purchase activities, and a low degree of vertical integration in a supply chain (Ahmadi et al, 2011). Productivity is the effective and efficient use of inputs with resources to produce or provide outputs. Inputs are resources such as energy, raw materials, capital and labor that are used to create outputs, which are goods produced with services provided by an organization; in other words, productivity means obtaining the maximum possible profit by utilizing and optimally using labor force, power, talent and skill of manpower, land, machine, money, equipment, time, place, etc. in order to promote well-being (Torani & Aghaei, 2019). One of the major problems that exist in organizations and departments at various levels of society, especially organizations, is the lack of efficiency and productivity. In other words, the culture and attitude of productivity has not yet dominated the society, and basic measures should be taken in this field, and effective steps should be taken (Oli et al, 2016). The public sector needs agility more than the private sector due to the multitude of clients, the greater need to solve their problems and demands, growth and excellence in terms of speed and quality, and most importantly cost reduction; and since the goal in the private sector is agility and the goal in the public sector is to achieve flexibility and high productivity at the same time, agility capabilities can increase productivity in the public sector (Norozinezhad et al, 2015). According to the mentioned points, the researcher is trying to answer the main question of whether organizational agility plays a mediating role in the relationship between outsourcing and organizational productivity in Rasht Gas Company.   Theoretical framework Outsourcing is a potential route to reduce prices and increase flexibility, allowing the company to convert fixed prices into variable costs and increase cost savings (Mahmudi et al, 2014). Productivity in a general sense means the ratio of outputs to data, in other words, productivity means the average production per unit of total inputs, so that if the average production per unit of inputs increases, it means an increase in productivity; and the opposite of that means reducing productivity (Baigi & Mosavi, 2022). Today, with the increase in competition and unpredictable changes in the business field, organizations must be agile in order to gain competitive advantages in achieving organizational goals and success in business. This capability helps organizations to discover and respond to unpredictable changes in order to achieve a better position in the competitive market and improve the time cycle in management activities (Arshtabar, 2021). Maleki & Bagherzadeh Fard (2022) investigated outsourcing and exploratory innovation on industrial marketing strategies and customer behavior. The results show that exploratory innovation has a positive and significant effect on customer behavior. Exploratory innovation has a positive and significant effect on industrial marketing strategies. Outsourcing has a positive and significant effect on customer behavior. Outsourcing has a positive and significant impact on industrial marketing strategies.  Safdari et al, (2021) examined organizational agility and employee productivity in the organization. The research findings show that there is a positive and significant relationship between organizational agility and its dimensions (flexibility, responsiveness, culture change, speed at work, low integration and complexity, high quality and customized production, core competencies) and human resource productivity. Methodology The current research is applicable from the point of view of the goal, and descriptive-correlative from the method used. The statistical population of this research is all the employees of Rasht Gas Company, which are 360 people; 186 people were selected as samples according to Morgan's table. A simple random sampling method was used in this research. In order to collect data related to organizational agility variable, organizational agility questionnaire and outsourcing variable from questionnaire (Adib & Minuei, 2010) and organizational productivity variable questionnaire (Esmith et al, 1998) were used. Discussion and Results In order to investigate the hypothesis of the research, the modeling of structural equations, the method of structural equation modeling with the help of spss software was used to test the hypotheses from inferential statistics. Then, amos software was used to test the hypotheses or the conceptual model of the research, and the results of the main hypothesis showed that the outsourcing index with a coefficient of 0.568 and in other words has an effect of 56.8% on organizational productivity in Rasht Gas Company with an emphasis on the mediating role of organizational agility. At the confidence level of 0.95 and according to the t-value which is equal to 5.233, it can be said that there is a relationship between outsourcing and organizational productivity with the mediating role of organizational agility in Rasht Gas Company. The results of the first sub-hypothesis showed that the outsourcing index has a coefficient of 0.436, or in other words, an effect of 43.6% on organizational productivity in Rasht Gas Company. At the confidence level of 0.95 and according to the t-value which is equal to 4.892, it can be said that there is a relationship between outsourcing and organizational productivity in Rasht Gas Company. The results of the second sub-hypothesis showed that the outsourcing index has a coefficient of 0.578 and in other words, 57.8% influence on organizational agility in Rasht Gas Company. At the confidence level of 0.95 and according to the t-value which is equal to 6.561, it can be said that there is a relationship between outsourcing and organizational agility in Rasht Gas Company. The results of the third sub-hypothesis showed that the organizational agility index with a coefficient of 0.738, in other words, has an effect of 73.8% on the organization's productivity in Rasht City Gas Company. At the confidence level of 0.95 and according to the t-value which is equal to 7.157, it can be said that there is a relationship between organizational agility and organizational productivity in Rasht Gas Company. Conclusion The present study was conducted with the aim of investigating the mediating role of organizational agility in the relationship between outsourcing and organizational productivity in Rasht Gas Company. This finding is in line with the findings of researchers such as Khalili & Omidi (2021), Safdari et al, (2021), Maleki & Bagherzadeh Fard (2022), Hashem Zadeh & Bahrami (2017); competition is known as the most important feature, and in this competitive environment, in order to satisfy customers, the organizations always seek to improve the quality of services, so that they can improve their business performance and overall organizational performance. Today, the increase in instability and disturbances in organizational environments has caused organizations to achieve a level of agility in production in order to respond to the needs of customers in unpredictable conditions; because it is considered the main factor of success and survival of companies. Nevertheless, the production companies do not pay much attention to these issues. It seems that the issue of agility is not something that can be considered only for the private sector. Applying agility in the public sector can be a suitable field for the growth of this sector. Still, some people believe that due to the lack of competition and speed in the public sector, and in a word, the lack of dynamism in its working and operational environment, it is meaningless to express agility in this sector. Therefore, agility is one of the ways to respond to these factors of organizational change and transformation. In fact, agility is a new paradigm for engineering organizations and competitive enterprises. According to the results of the research, it is suggested that Rasht Gas Department pay more attention to performance, financial and psychosocial risks in its outsourced activities in order to achieve more success in its new outsourcing projects than in the past. The use of outsourcing frees up the company's assets and funds.  

Abstract Abstract The purpose of this research is to investigate the impact of the characteristics of second-hand goods platforms on brand loyalty intentions with the mediating role of customer satisfaction (the case study of Divar and Shipour platform in Iran). In terms of the goal, the current research is a developmental and applicable type, and in terms of the research method, it is descriptive-correlative based on structural equation modeling. The statistical population of the present research is the sellers of second-hand goods on the platforms of Divar and Sheipour, and considering the large number of people, 5 thousand people were considered as the research population, among which 357 people were selected as the sample size using simple random sampling, according to the Morgan table. The collection tool in the current research is Abs et al.'s (2020) questionnaire. In order to analyze the data, the structural equation technique was used using Spss and pls statistical software. The findings of the research showed that ease of use has a positive and indirect effect on the intention of brand loyalty with the mediating role of customer satisfaction. Perceived usefulness has a positive and indirect effect on the intention of brand loyalty with the mediating role of customer satisfaction, and entertainment aspect has a positive and indirect effect on the intention of brand loyalty with the mediating role of customer satisfaction, and the sense of belonging to the society has a positive and indirect effect for a society on the intention of brand loyalty with the mediating role of customer satisfaction, and the credibility of the seller on the intention of brand loyalty has a positive and indirect effect with the mediating role of customer satisfaction, and knowing the third party has a positive and indirect effect on brand loyalty intentions with a mediator role of customer satisfaction. Extended Abstract Introduction Brand loyalty can be the driving force behind sales growth. Every consumer has an inner feeling towards a brand that draws him to that brand. Factors such as low price and reliable services are no longer effective in dealing with loyalty (Ghasemiyan Shagerdi et al, 2018). On the other hand, the emerging phenomenon of collaborative platforms has been widely welcomed globally in the last decade, and has had an increasing impact on the global economy. Considering the increasing growth of these platforms, investigating the factors affecting their growth in knowing and better understanding the performance of these platforms as a new form of enterprises is of great importance scientifically and for business owners in this field (Jafari Nezhad, 2018). In Iran, in recent years, platforms for the sale of second-hand goods, such as Divar and Sheipuor, have grown and taken a large share of the non-oil economy, so that the sellers and buyers on these platforms can even buy the goods of well-known brands at a reasonable price but in the form of used goods. This factor has enabled many of these goods to be used again in the cycle of use for other strata of the society. For a long time, second-hand goods were thought to be a threat to brands and the equipment market in general because they deprive the brands of their transaction volume. However, the benefit they gain in terms of image value is undeniable (Dessart et al, 2015). According to the mentioned materials, the main problem of the research is that the characteristics of the second-hand goods platforms have a significant effect on the intention of loyalty to the brand, emphasizing the mediating role of customer satisfaction. Theoretical framework Ease of use refers to the customer's perception that using a system will not require effort (Devis et al, 1989). It has been widely shown that ease of use is an important component of technology acceptance models and has a positive effect on behavioral intentions. It has been shown that this component is the behavioral and attitudinal intentions of people towards the system (Zimaneski & Haisi, 2000; Liyakono et al, 2002; Gafan et al, 2003), their satisfaction (Devis et al, 1989), their future intentions to reuse a technological system or tool (Liyakono et al, 2002; Venkatash & Deivis, 2000), and explains their loyalty to the website (Kim & Nim, 2009). Perceived usefulness refers to the extent to which a person believes that using a tool will improve their performance. It is thought that it is very important for the customer to use a technology (Venkatash & Deivis, 2000). Entertainment is the user's emotional response to the platform (Layokuno et al, 2002), and includes components such as visual appeal, innovations, visual content and web design (Kim & Stoll, 2004). Entertainment is highly dependent on website design and its ergonomics, which are important factors in explaining e-satisfaction and lead to e-loyalty (Wolfinbarger & Gili, 2003). Third party recognition is a type of certification or recognition by a trusted organization or person (Jefen et al, 2003). Lobel Trong ThuyTran et al, (2021) discussed in their article titled E-commerce Platforms Effectiveness Management in a pandemic. This study showed that pandemic fear positively moderates the relationships between e-commerce platforms, economic benefits, and sustainable consumption. Liu et al, (2021) in their article titled Psychological distance from environmental pollution and willingness to participate in second-hand online transactions examined an empirical survey in China. The results show that the effect of consumers' psychological distance from environmental pollution on their willingness to participate in second-hand online transactions is greater than that of a loss frame. This suggests that the expected positive outcome of participating in second-hand online transactions leads to higher childbearing intentions than the unanticipated negative outcome of engaging in such transactions. Research methodology The current research is a developmental and applicable type of research in terms of its purpose, and descriptive-correlative in terms of research method. The statistical population of the present study is the sellers of second-hand goods on the platforms of Sheipour and Divar. Due to the large number of users, the researcher will consider only the number of sellers in Tehran in these two platforms. And according to the large number of the community, the number of 5 thousand people has been considered as the research community. Based on Morgan's table, 357 people will be selected as a sample in this research. The sampling method in this research will be simple random. In order to collect the data of the research variables, a questionnaire (Intissar Abbes et al, 2020) was used, which includes 36 questions, and the components include ease of use (EOU) four questions, perceived usefulness (PUSE) six questions, third party recognition (TPR) three questions, seller credibility (SR) three questions, sense of community belonging four questions, fun four questions, customer satisfaction (SAT) four questions, platform loyalty intentions (PLI) four questions, brand loyalty intentions (BLI) four questions; and it was analyzed based on the 5-factor Likert scale. Research findings SPSS and PLS software were used to investigate the research hypothesis and data analysis, and the results showed that ease of use has a positive and indirect effect on brand loyalty intention with the mediating role of customer satisfaction. Perceived usefulness has a positive and indirect effect on intention of brand loyalty with the mediating role of customer satisfaction, and the entertainment aspect has a positive and indirect effect on the intention of brand loyalty with the mediating role of customer satisfaction, and the sense of belonging to a community for that community has a positive and indirect effect on the intention of brand loyalty with the mediating role of customer satisfaction, and the credibility of the seller has a positive and indirect effect on the intention of brand loyalty with the mediating role of customer satisfaction, and the recognition of a third party has a positive and indirect effect on the intention of brand loyalty with the mediating role of customer satisfaction. Conclusion The current research was conducted with the aim of investigating the impact of the characteristics of second-hand goods platforms on brand loyalty intentions with the mediating role of customer satisfaction (the case study of Divar and Shipour platform in Iran). The results of this research are consistent with the findings of Abbes et al, (2020), Ghasemiyan et al, (2018), Saeid Niya et al, (2016), Abdolali Pour, (2020). Abdolali Pour, (2020) discussed the role of collaborative online distribution platforms and brand loyalty in his research. The purpose of this research is to identify the effects of collaborative online distribution platforms and to review the effect of their internal and external characteristics on brand loyalty. The results show that the most important factor influencing the success of online brands is the frequent interaction of users with the brand, because of a positive consumption experience of that online brand. Abbes et al, (2020) discussed the role of collaborative online redistribution platforms in the purchase of second-hand goods and brand loyalty in their research. The purpose of this research is to identify the effects of collaborative redistribution platforms for brands and to know the effect of their internal and external characteristics on behavioral intentions. A quantitative study was conducted among 214 people who had previously bought used goods online. The results show that loyalty intentions to collaborative redistribution platforms have an effect on brand loyalty intentions. Platform loyalty intentions play a mediating role in the effect of service experience satisfaction on platforms on brand loyalty intentions. According to the present research, it is suggested that a section be placed on the platform to compare the products of different brands and to ensure the correctness of the information provided about the quality of the brands on the platform through verification and presentation of visual reports for customers, and a section of the platform page should be placed for customer suggestions specific to each brand and online response to them, and a section should be placed on the platform to record customer complaints about the brand.  

Abstract Abstract Today, financial intelligence is recognized as a powerful tool for achieving strategic goals and managing governments and companies globally. Financial intelligence can be one of the critical characteristics of an individual and by its correct use an individual can bring significant benefits to himself and the organization. The purpose of this research is to investigate the effect of financial intelligence value on the risk-taking of Zahedan National Bank employees with the mediating role of social capital. This research is descriptive, analytical, and correlative. The statistical population of this research includes all the employees of the National Bank in the branches of Zahedan, numbering 430 people, and the statistical sample consists of 202 employees who were selected by stratified random sampling. The data collection tools in this research were standard questionnaires whose validity and reliability have been confirmed. Smart PLS software was used to analyze the data and perform structural equations. Analyzing the model and carrying out structural equations showed that financial intelligence along with the mediating role of social capital cannot influence employees' risk-taking. Also, the results showed that financial intelligence has a separate effect on the two variables of risk-taking and social capital. Extended Abstract Introduction The financial performance of a company is the most obvious aspect of its performance, and it seems that this importance cannot be achieved unless by having employees with high knowledge in the field of finance. Of course, the financial intelligence of people will be effective in the financial performance of the company; because according to research, people's financial intelligence plays an important role in their financial decisions. Such decisions will not be unaffected by people's risk tolerance. Today, according to the sensitive conditions they experience, organizations need employees with high risk and risk management, and if there are such people in the organization, the organizations can definitely reach their financial goals (Hirani & Safaei, 2018). Financial intelligence can determine the amount of risk in an economic decision. Therefore, financial intelligence can be a good determinant of people's risk power (Parhizi, 2012). Financial intelligence consists of talent and knowledge of basic financial concepts that enables a person to make reasonable financial decisions and take responsibility for financial choices that affect people's financial well-being and personal life (Khani & Hosseinzadeh Yaghbasti, 2022, 57). Other factors that can guarantee the financial life of an organization and financial institution are social support and social capital. Social support and social capital play a key role in the self-confidence of the employees of an organization and can make people's potential talents flourish, and when the talent of the employees of an organization flourishes, it means reaching the goals of that organization. Asian Development Bank (2000) considers social capital to be a combination of trust, mutual behavior, norms, and networks of social engagements that make it easier to coordinate work to achieve goals (Naderi & Divband, 2010, 2). Surveys show that in the past, National Bank branches have been leaders in providing new banking services, and this has made the services provided by this bank very important. But if we pay attention to the general statistics and the history of this bank's capital, we will come to the conclusion that the capital in National Bank has decreased significantly in recent years. It can be said that the quality of service and customer relationship management in this bank can have important effects on the bank's financial performance. But the underlying processes of customer relationship investment and performance have not been clearly determined in most empirical studies. In fact, if the social capital in the bank and its related factors are well identified, it is possible to be sure about the customers and their investment. Therefore, the main question of this research is whether the financial intelligence of the employees' risk-taking is effective in the mediating role of social capital in the employees of Zahedan National Bank. Theoretical Framework One thing that can guarantee the survival of a bank is paying attention to capital; both material capital and social capital. Paying attention to capital and the factors affecting them is one way to advance the goals of banks. This important thing happens if these funds are taken into consideration thoroughly. According to the topic of this research, we will continue to define intelligence in order to provide a background for defining financial intelligence, and after that, some information will be presented about the concepts of risk-taking and social capital. In practical definitions, intelligence is a phenomenon measured through intelligence tests, and perhaps this is the most practical definition for intelligence (Naderi & Divband, 2010). In advanced psychology, human intelligence is divided into several different parts; one of the most important of which is financial intelligence; very useful all over the world (Vakili, 2012). It is given in the context of the definition of financial intelligence: Financial intelligence, which is also called economic intelligence, is a set of decisions and actions that take place in the direction of financial management (Anderson & Fornell, 2010). Financial intelligence means that people can get money in the shortest time or solve their financial problems using this skill. In simpler terms, we can say that monetary intelligence is the ability to solve financial problems. That is: "solving the most complex financial issues" (Tediga & Asongo, 2015). Risk is considered as an integral part of all business activities, and its effective management helps organizations in preventing financial problems and capital budgeting and also improves the decision-making process (Sadati Tileboni & Zabihi & Khalili, 2022. 176). Risk-taking plays a very important role in maintaining the competitive advantage of companies and can lead them to higher economic growth. In the competitive environment, companies follow different strategies to increase their share in the market (Sadati Tileboni & Zabihi & Khalili, 2022, 178). Today, in addition to human and economic capital, another capital called social capital is also considered. Social capital, or the spiritual dimension of a community, is a historical legacy that, through encouraging people to "cooperate" and "participate" in social interactions, is able to overcome more of the problems in that community and move towards growth and enable rapid economic, political, cultural, etc. development (Hassas Yeganeh & Afkhami, 2018).   Methodology The current research is descriptive, analytical, and correlative. The statistical population of this research includes all the employees and managers of the national bank branches in Zahedan, whose number is 430. The statistical sample of this research is based on Morgan's table of 202 people who were selected by simple random sampling. In order to collect data, the financial intelligence questionnaires of Popovich et al. (2012), the social capital of Onyx and Bolen (2000), and the risk tolerance of Powell (2000) were used. In this research, path analysis, and Smart PLS software were used to analyze the data. Discussion and Results Before testing the assumptions and estimating the research model, the fit and goodness of the model should be evaluated. Several indices are used to evaluate the suitability of the structural equation model. One of them is the chi-square index (X²), which is considered an absolute index of the model's suitability, and the higher it is; the lower is the suitability of the model. One of the desired indices in the structural equation model is the goodness of fit index (GFI), whose values vary between zero and one, and the closer to one, the better the fit. Also, the adjusted goodness-of-fit index (AGFI) is an overall goodness-of-fit measure and accounts for the number of degrees of freedom. When this index is equal to 0.85 or more, the fit of the model is acceptable, and values close to 0.95 indicate a good fit. The results of this research show that the chi-square value is 0.72 and the goodness of fit index is 0.85 and the comparative fit index is 0.93. These numbers show that the model has a good fit and is acceptable. In the following, the research hypotheses are evaluated using the path coefficients and their significance level as well as the results obtained for the mediating variables. According to the obtained analysis, the effect of financial intelligence on consensus capital can be confirmed at the 99% level and the changes related to social capital can be explained by financial intelligence. But financial intelligence cannot explain changes in risk appetite. In order to investigate the effect of financial intelligence on risk-taking with the mediating role of social capital, the results show that since the t-value is equal to 0.287 (less than 1.64), financial intelligence with the mediating role of social capital on risk Adaptability is not affected. Conclusion It seems that banks in Iran have paid less attention to the personality dimensions of their employees due to external goals, customer orientation, and stability in financial matters; and financial intelligence is no exception to this rule, and when the financial intelligence of employees is not taken into account, factors affecting financial intelligence are not considered. As a result, considering the competitive advantage of banks, managers of these financial institutions should consider all aspects of financial stability and achieving their organizational goals. The main hypothesis of this research was that financial intelligence with the mediating role of social capital has an effect on the risk-taking of Zahedan National Bank employees. According to the results of this research, financial intelligence cannot influence employees' risk-taking with the mediating role of social capital. No matter how high the financial intelligence of employees is, the intervention role of social capital cannot explain the risk-taking of employees. Financial intelligence can be one of the fixed characteristics of bank employees. The reason for the lack of significance of the main hypothesis of this research can be traced in two dimensions. The first one is the organizational structure of the bank, and the other is the individual and personality differences among the bank employees. The organizational structure of banks is such that individuality does not have a high place, yet most of the teamwork is in a high place. Since financial intelligence is an individual characteristic, it cannot be greatly influenced by the organizational process of banks. Also, individual differences are an influential factor in all theories related to intelligence, and this rule also exists in the discussion of financial intelligence, and individuality is an influential factor in financial intelligence. But for the growth of any kind of intelligence, the existence of a suitable background can play a key role in its cultivation. Therefore, managers and planners of banks should put their training and study programs towards identifying the level of intelligence of their employees and ways to improve it in employees.  

Abstract Abstract The purpose of this research is to investigate the mediating role of market orientation in the relationship between social skills and organizational entrepreneurship in Nab Steel Company. The current research is developmental and applicable in terms of its purpose, and descriptive-correlative in terms of the nature and method of data collection. And it is specifically based on structural equation modeling. The statistical population of this research is all the employees of Nab Steel Company of Mazandaran, which are 150 people; and according to Morgan's table, 108 people were selected as a sample and the random sampling method is simple. In the current research, three questionnaires were used, including the organizational entrepreneurship questionnaire of Robbins and Coulter (1996), the social skills of entrepreneurs of Matson's standard questionnaire, and the market orientation questionnaire of Narur and Slater. The findings of the research showed that the index of social skills has a coefficient of 0.718, or in other words, a 71.8% effect on organizational entrepreneurship with the presence of the mediating variable of market orientation in Nab Steel Company. At the confidence level of 0.95 and according to the t-value which is equal to 18.577, it can be said that there is a relationship between social skills on organizational entrepreneurship using the mediating component of market orientation in Nab Steel Company. Extended Abstract Introduction Entrepreneurship is one of the skills of the 21st century, during which people learn how to start a new business and succeed in their career (Amiri, 2020). Efficient and successful organizations are organizations that consider entrepreneurship as an inseparable part of their characteristics and make no effort to strengthen the spirit of organizational entrepreneurship (Rahimi & Rahimi, 2022). Baron & Markman(2003) believe that one of the components of this equation is the social skill of entrepreneurs. Entrepreneurs' social skills are effectiveness in interacting with others and setting relationships with them, which are influenced by individual characteristics and environmental factors (Rezai, 2019). With the increase in the competitive level of the markets, the use of innovation strategy to gain a competitive advantage has achieved a special place. Therefore, identifying factors affecting the success of innovation strategy has become very important. One of these factors is market orientation. Market orientation is the most important factor in the success of innovative strategies of companies (Lio, 2013; Newman et al, 2016; Fernandes Sampaio, 2020). In fact, the concept of market orientation, developed by marketing researchers, serves as a strategic framework to ensure the achievement of sustainable competitive advantage (Buratti, 2021). According to the mentioned points, the researcher is trying to answer the main question of whether market orientation plays a mediating role in the relationship between social skills and organizational entrepreneurship in Nab Steel Company. Theoretical framework Market orientation means marketing, and a organizational culture that provides a greater value for customers, and must be clarified in the company's activities and processes (Noruzi et al, 2017). Market orientation is an important source at data collecting about the customers and the competitors (yan et al, 2017). Social skills refer to ability of making effective communication with others. This skill has various dimensions in the service industry, such as: the ability of making a good personal relationship with the customers, offering services to the customers in a friendly and truthfully way, truthful relationship with the customers, eager to help and offer full information to the customers (Ainin et al, 2015). Organizational entrepreneurship is a programmed and purposeful process that is supported and advertised by organizations in the current organizational framework in order to log out of the inactivity, proper reaction toward the changes, and better use of the existing resources. Organizational entrepreneurship is used to describe the existence of the inner entrepreneurship tendencies of the employees (Hermawan et al, 2021). Naeiji et al, (2022) conducted the effect of market orientation and innovation strategies in the innovative performance of the knowledge-based companies. The results indicate that the market orientation's both dimensions are effective on the discovery and utilizing. Also, there is a positive relationship between the innovation strategies and performance; however, the discovery innovation is more effective on the innovative performance than utilizing innovation. Rashed Hasan Polas & Rajo (2021) investigated the technology and decision making of entrepreneurship marketing during Covid 19 crisis. This study shows a positive and significant relationship between the entrepreneurship opportunities recognition, opportunity development, and utilizing of opportunities; and entrepreneurship marketing decision making. Also, it has been shown that the entrepreneurship enthusiasm plays a mediating role in the relation between entrepreneurship opportunity recognition and opportunity development, and entrepreneurship marketing decision making. Methodology In terms of the objective, the current research is of the type of applicable and developmental, and in terms of the method used, it is a descriptive-correlative research. The statistical population of this research is all the employees of Nab Steel Company of Mazandaran, which are 150 people; And according to Morgan's table, 108 people were selected as samples. A simple random sampling method was used in this research. In order to collect data related to the organizational entrepreneurship variable, the organizational entrepreneurship questionnaire by Rabinz & Kolter 1(996), and the social skill variable of entrepreneurs was used from the standard Matson questionnaire, and the market orientation variable was used from Neror & Slater's market orientation questionnaire. Research findings In order to investigate the hypothesis of the research, the modeling of structural equations, the method of structural equation modeling with the help of spss software was used to test the hypotheses from inferential statistics. Then, regression was used to test the hypotheses with pls software, confirmatory and content factor analysis, as well as the effect of factors; and the results of the main hypothesis showed that the index of social skills with a coefficient of 0.718, or in other words, 71.8% on organizational entrepreneurship with the presence of the market mediator variable Orientation has an effect in Nab Steel Company. At the confidence level of 0.95 and according to the t-value which is equal to 18.577, it can be said that there is a relationship between social skills on organizational entrepreneurship using the mediating component of market orientation in Nab Steel Company. The results of the first sub-hypothesis showed that the index of social skills with a coefficient of 0.388, in other words, has an effect of 38.8% on market orientation in Nab Steel Company. At the confidence level of 0.95 and according to the t-value which is equal to 3.755, it can be said that there is a relationship between social skills and market orientation in Nab Steel Company. The results of the second sub-hypothesis showed that the index of social skills with a coefficient of 0.725, in other words, has an effect of 72.5% on organizational entrepreneurship in Nab Steel Company. At the confidence level of 0.95 and according to the t-value which is equal to 18.218, it can be said that there is a relationship between social skills and organizational entrepreneurship in Nab Steel Company. The results of the third sub-hypothesis showed that the organizational entrepreneurship index with a coefficient of 0.384, in other words, has an effect of 38.4% on market orientation in Nab Steel Company. At the confidence level of 0.95 and according to the t-value which is equal to 3.263, it can be said that there is a relationship between market orientation and organizational entrepreneurship in Nab Steel Company. Conclusion The present study was conducted with the aim of investigating the mediating role of market orientation in the relationship between social skills and organizational entrepreneurship in Nab Steel Company. These results are consistent with the findings of researchers such as Allahyar (2020), Rashed Hasan Polas & Rajo (2021), Naeiji et al, (2022), Azaryan & Haji Pour Shoshtari (2021); and with the research of Fathi & Moeini (2021) and Job Rodrigo-Alarcon et al, (2017) does not match; entrepreneurs' social skill through understanding customers' needs can lead to product innovation and proactiveness towards competitors, and in this way organizational entrepreneurship can be achieved. Social skills help improve their marketing skills. In fact, entrepreneurs with social skills are capable of high social understanding, and in this way, they can understand customers' views of current products and their needs for new products faster, and as a result, collect market information more easily than their competitors and with Using the feature of self-openness, make it available to other members of the organization, and in this way, involve all members of their organization with issues related to the market and customer needs and respond to them, which in turn can be a big step in the direction of the organization's progress through product innovation and as a result the development of the organization. Also, the social skills of entrepreneurs through understanding the needs of customers can lead to product innovation and proactiveness towards competitors, and in this way, organizational entrepreneurship can be achieved. According to the results of the research, it is suggested that the entrepreneurs of industrial and manufacturing companies, in addition to strengthening their communication skills, pay special attention to their communication skills in the recruitment of the company's employees, especially in the marketing department. It is also necessary that entrepreneurs of industrial and manufacturing companies use their communication skills to establish more communication with customers and in this way identify their needs and transfer this need to all organizational forces so that they can be a driving force at the organization level to respond to the needs of customers.

Abstract Abstract The purpose of the present research is to investigate the impact of social media marketing on brand loyalty with the mediating role of trust and equity of the brand in Isfahan Bank Mellat branches. This research is applicable in terms of purpose, and correlative in terms of research method, and required data have been collected by using questionnaire and survey method. The statistical population of this research is the clients of Isfahan Bank Mellat branches. 384 acceptable samples were collected by simple random sampling method. Four social media marketing questionnaires with 11 questions, brand trust with 10 questions, brand special value with 16 questions, and brand loyalty with 15 questions were used as data collection tools. Data analysis was done using structural equation modeling and PLS software, and the research results show that social media marketing has an effect on brand loyalty with the mediating role of trust and brand equity. That is, if the bank tries to create content in the virtual space through which attracts the attention on those platforms and encourage the readers to share it among social media,, the loyalty of the bank's customers will improve. The bank should spread its advertisements through the virtual space and attract the attention of the audience, as a result, trust in the brand will improve. Extended Abstract Introduction Today, a large number of users with different goals have joined virtual social networks and engage in various activities (Barreto, 2014). Organizations, either small or large, have entered social media and are slowly trying to discover its benefits (Bakeri, 2020). They have used Twitter, created fan pages on Facebook, posted videos on YouTube, and perhaps even created websites in the late 20th century (Zhang & Liu, 2021). Organizations today feel that the Social media are and will be a means of business (Naeem, 2021). The main goal of social media marketing is to create a business based on customer orientation and the credibility of a company in order to develop and manage work (Kim, 2012). No one can claim that there are only advantages and benefits in the field of social media marketing. Rather, in social media marketing, like all aspects of life, there are advantages and disadvantages together and side by side (Rosen, 2013). However, in our country, social networks have not been able to find their desired place in people's lives, and after all, culture creating in this field has not been done, and producers of products and services cannot make proper use of these networks. This issue has become the main problem in creating trust and loyalty of customers to the brand in social networks. In e-commerce, trust is considered the most important success factor. It should be said that according to previous studies, the recommendations of acquaintances and online opinions of consumers (word of mouth advertising) are the most reliable type of advertising in the world and the most important source of information for purchasing decisions. Many researchers consider the power of the internet as a social structure in creating and increasing brand trust and loyalty. It is argued that brand community in social networks increases brand loyalty through increasing brand trust. By increasing the capabilities of social networks, trust in the brand and then loyalty to the brand increases; therefore, brand trust plays a mediating role. According to the mentioned materials, the main problem of the research is whether social media marketing has an effect on brand loyalty with the mediating role of trust and special value of the brand in Bank Mellat branches of Isfahan. Theoretical framework A social network is a social structure made up of groups - generally individual or organizational - which are connected by one or more types of dependencies. Social networks in the context of a complex information society depict the effective functioning of the network (convergence) and with a more detailed look, society is a combination of multiple networks: inter-organizational networks, intra-organizational networks, personal networks, computer networks, and furthermore, cross-border networks and information flows through these highways (Zhang & Liu, 2021). Brand equity has been defined in different ways for different purposes. But so far, no common consensus has been reached. The concept of brand equity has been the subject of a large number of studies, has been examined from different perspectives, and is often described as the value that a brand gives to a product (Rezaeian, M., Asgar, 2021; Shams Lahroudi, 2018) According to Aker, brand loyalty is one of the foundations of brand equity, and many factors play a role in creating this loyalty, one of the main of which is the experience of using the brand (Song, 2012). Oliver defines brand loyalty as a consumer's strong commitment to purchase or reuse a brand regularly in the future. Fukuyama (1995) defines brand trust as: an expectation that arises from inside of an orderly, honest community with cooperative behaviors based on commonly shared norms, on the part of community members. He believes that the industrial revolution has played a significant role in the importance of trusting the brand to recognize and understand business behaviors such as marketing. Mirzaee Azandariani and Arya (2022) conducted a research titled investigating the impact of the characteristics of second-hand goods platforms on brand loyalty intentions with the mediating role of customer satisfaction (the study of Divar and Sheipour platform in Iran). Research findings showed that ease of use has a positive and indirect effect on brand loyalty intentions with a mediating role of customer satisfaction, perceived usefulness has a positive and indirect effect on brand loyalty intentions with a mediating role of customer satisfaction, and the entertainment aspect has a positive and indirect effect on Brand loyalty intentions with the mediating role of customer satisfaction, and the sense of belonging to a community has a positive and indirect effect on the intention of brand loyalty with the mediating role of customer satisfaction, and seller credibility has a positive and indirect effect on the intention of loyalty to the brand whit a mediating role of customer satisfaction, and the recognition of a third party has a positive and indirect effect on the intentions of brand loyalty with the mediating role of customer satisfaction. Farzin et al. (2020) conducted a study with the aim of investigating the effect of brand equity from the consumer's point of view on brand satisfaction and loyalty in the wood and paper industries of Mazandaran province. The results of the research showed that there is a positive and significant effect between the dimensions of brand equity and consumer satisfaction (except for employee behavior and brand awareness) and brand loyalty (except for ideal self-concept and brand identity) and also between consumer satisfaction and brand loyalty is a positive and significant effect. Research methodology The research method is descriptive-correlative in nature and applicable in terms of purpose. The statistical population of this research is the clients of Isfahan Bank Mellat branches and simple random sampling method was used and 384 acceptable samples were collected. In order to collect data related to the variables, four social media marketing questionnaires were used with 11 questions, brand trust with 10 questions, brand equity with 16 questions, and brand loyalty with 15 questions; and based on a 5-point Likert scale (completely agree to completely disagree).   Research findings Structural equations and PLS were used to investigate the research hypothesis and data analysis, and the results showed that social media marketing has an effect on brand loyalty with the mediating role of trust and brand equity in Isfahan Bank Mellat branches. Social media marketing has an effect on brand loyalty in Isfahan Bank Mellat branches. Social media marketing has an effect on brand trust in Isfahan Bank Mellat branches. Social media marketing has an effect on brand equity in Isfahan Bank Mellat branches. Brand trust has an effect on brand loyalty in Isfahan Bank Mellat branches. Brand equity has an effect on brand loyalty in Isfahan Bank Mellat branches. Social media marketing has an effect on brand loyalty with the mediating role of brand trust in Isfahan Bank Mellat branches. Social media marketing has an effect on brand loyalty with the mediating role of brand value in Isfahan Bank Mellat branches. All factor loading coefficients are greater than 0.4, which shows that this model is suitable. Conclusion The present study was conducted with the aim of investigating the impact of social media marketing on brand loyalty with the mediating role of trust and brand value in Isfahan Mellat Bank branches. The results of this research corresponds with the results of research findings of Frzin et al. (2020); Shirkhodaei (2017); Imran Khan et al. (2017). If the bank tries to create content in cyber space through which can attract the attention of the audience on those platforms and encourage readers to share it among social media, the loyalty of the bank's customers as a result, will improve. The bank should spread its advertisements through the virtual space and attract the attention of the audience, as a result, trust in the brand will improve. According to the present research, it is suggested that the bank employees have sufficient knowledge and information about the services to provide to the customers. The employees solve the problems faced by the customers regarding the services in the best way; follow up and respond to the requests of the customers regarding the services quickly and in different ways such as phone, email, etc.; provide a platform so that customers can fully use the bank's services anywhere and at any time of the day or night; and by improving the level of value and the mental image of the brand of services and the quality level of relations with customers, provide the possibility of strengthening customer satisfaction, which ultimately leads to customer loyalty.

Abstract Abstract
The purpose of this study is to examine how electronic customer relationship management affects marketing performance, with a particular focus on the mediating influence of product innovation and the significance of customer knowledge. The research method is a descriptive survey and applicable in terms of purpose. The statistical population of the study includes managers and supervisors of Dana Insurance's central office, branches, and representatives in Mashhad. Based on Morgan's table, 165 samples were simple-randomly selected. Data were collected through a standard questionnaire and then analyzed using structural equation modeling (SEM) through Smart PLS 3 software. The findings demonstrate that electronic customer relationship management significantly and positively influences product innovation development. Furthermore, product innovation development has a positive and significant effect on marketing performance. Additionally, customer knowledge positively and significantly affects both marketing performance and product innovation development. In conclusion, both electronic customer relationship management and customer knowledge play a vital role in positively and significantly influencing marketing performance through the development of product innovation.
Extended Abstract
Introduction
The condition of survival and durability of any organization depends on trying to improve its performance in the form of growth and profitability indicators. Organizations utilize various mechanisms to enhance their performance (Hilton et al., 2021). Companies that demonstrate outstanding performance can successfully attain their objectives, boost profits, enhance product quality, and expand their market share (Jannopat et al., 2022). Marketing performance comprises two components: customer satisfaction and trust (Yasa et al., 2020). Customer trust develops through repeated customer interactions over time (Rahman et al., 2020). Organizations seek success and promote their marketing performance by paying attention to customers as their reserves in competitive markets and identifying their needs, getting their satisfaction and creating long-term relationships (Mohammadi & Sohrabi, 2016). On the other hand, organizations aim to improve their marketing performance by establishing long-term relationships with customers (Mohammadi & Sohrabi, 2016). Conversely, seeking customer satisfaction is achieved by swiftly and accurately understanding customer needs (Herman et al., 2020). Organizations regard customer relationship management as a crucial element that reinforces effective marketing and sales endeavors (Alshourideh, 2022). Also, the rapid development of technology has led to the emergence of the concept of electronic customer relationship management, which actually maintains implementing the principles of traditional customer relationship management with the aid of Internet technology (Hanif et al., 2020). Nowadays, electronic customer relationship management creates strong customer relationships by understanding customer needs and monitoring their behavior (Al-Ghasawneh et al., 2021). It is a tool that assists organizations in strengthening their marketing communications to enhance marketing performance (Salameh et al., 2020). By doing so, companies can improve the quality of services provided, leading to customer loyalty, trust, and satisfaction, ultimately increasing marketing performance (Asli Beigi et al., 2016). On the other hand, one of the secure steps to gain and maintain a competitive advantage is constant innovation based on customers' tastes in the supply of services and products (Ata, et al., 2018). Product innovation can have a crucial impact on a company's marketing performance (Erlangga, 2022), representing a significant process that aids companies in their survival and continuous improvement (Bidgholi et al., 2019).
Establishing close and continuous communication with customers stands as a fundamental activity within the realm of electronic customer relationship management (Salameh et al., 2020). Product innovation, by updating and offering better product quality that meets customer expectations, can directly and positively impact marketing performance. The better the quality of electronic customer relationship management and the greater the capacity for customer knowledge sharing, the better the product development will be, ultimately positively affecting marketing performance (Herman et al., 2020). Considering the importance of the aforementioned issues and the fact that insurance is one of the essential and critical needs of families, insurance companies must be able to influence product innovation by improving the quality of electronic customer relationship management and increasing customer knowledge, and transfer these effects to customer-oriented marketing performance (Herman et al., 2020). Given the above explanations, the main question in this research is: "How does electronic customer relationship management and customer knowledge impact marketing performance in insurance companies through product innovation?"
 
Theoretical Literature
Asgarnezhad et al. (2022) conducted a study titled "The Role of Social Networks in Electronic Customer Relationship Management and Marketing Performance," which revealed a noteworthy and positive influence of electronic customer relationship management on marketing performance. Similarly, in their research titled "The Impact of Product Development and Innovation on Marketing Performance", Erlamgga et al. (2022) demonstrated a substantial relationship between product innovation and marketing performance. Hosseini (2020) also found significant effects of product innovation on marketing performance in their study. Setini et al. (2021), in their research titled "The Impact of Innovation on Marketing Performance in Sports Businesses," identified various forms of innovation with significant and positive effects on marketing performance in sports businesses. Additionally, Setini et al. (2021) observed in another study titled "The Effects of Knowledge Sharing, Social Capital, and Innovation on Marketing Performance" that knowledge sharing had a positive and significant impact on both innovation and marketing performance.
Research Methodology
The present study is applied in terms of purpose, and descriptive-correlative in terms of nature. It is field research using a questionnaire-based survey and based on structural equation modeling. The statistical population of the study consists of all managers and supervisors present in the central office, branches, and representatives of Dana Insurance in Mashhad, with a total of 286 individuals. Based on Morgan's table, a sample size of 165 participants was randomly selected. The data collection tool was a questionnaire containing 16 questions related to the main variables of the research. The questionnaire was validated and distributed after its primary distribution. It underwent Cronbach's alpha and composite reliability tests for assessing its reliability, both of which confirmed its reliability. To assess its validity, formal validity, and construct validity (through confirmatory factor analysis) were used and validated. Smart PLS version 3 software was used for data analysis in this study.
Research Findings
For examining and testing the research hypotheses or conceptual model, Smart PLS 3 software was utilized, and the findings indicated a favorable impact with a calculated strength of 0.46 for electronic customer relationship management on product innovation. The t-test statistic obtained (89.3) was greater than the critical t-value at a 5% level of significance (1.96), indicating a significant observed effect. The strength of the impact of product innovation on marketing performance was calculated as 0.67, indicating a desirable effect. The t-test statistic obtained (95.6) was greater than the critical t-value at a 5% level of significance (1.96), indicating a significant observed effect. The strength of the impact of customer knowledge on product innovation was calculated as 0.68, indicating a desirable effect. The t-test statistic obtained (95.7) was greater than the critical t-value at a 5% level of significance (1.96), indicating a significant observed effect. The strength of the impact of customer knowledge on marketing performance was calculated as 0.35, indicating a desirable effect. The t-test statistic obtained (42.2) was greater than the critical t-value at a 5% level of significance (1.96), indicating a significant observed effect. The strength of the impact of electronic customer relationship management on marketing performance through product innovation was calculated as 0.31, indicating a desirable effect. The t-test statistic obtained (5.43) was greater than the critical t-value at a 5% level of significance (1.96), indicating a significant observed effect. The strength of the impact of customer knowledge on marketing performance through product innovation was calculated as 0.46, indicating a desirable effect. The t-test statistic obtained (35.5) was greater than the critical t-value at a 5% level of significance (1.96), indicating a significant observed effect. The mediating role in recent hypotheses is confirmed.
Conclusion
The primary objective of this study was to explore the influence of electronic customer relationship management on marketing performance, with a focus on the mediating roles of product innovation and customer knowledge (Case Study: Insurance Company). The test results are consistent with the findings of previous research (ElFarmawi (2020), Herman et al. (2020), Pedron et al. (2018), Nazari (2018), Garanti et al. (2019), Asgari & Baghestani (2020), Tarabashkina et al. (2020), Hoseini (2020), Ghaderi & Rahimnia (2020), Ghahremanpour et al. (2019), Pramuki & Kusumawati (2021), Rahman et al. (2021), Soekotjo et al. (2021)).
Marketing performance consists of two components: customer satisfaction and trust. The ability of any company to gain customer satisfaction and loyalty justifies the organization's performance. Organizations, considering customers as their assets in competitive markets and aim to identify their needs, gain their satisfaction, and establish long-term relationships, striving for success and improvement in marketing performance. Since the most crucial key for success in businesses is establishing strong relationships with customers, the electronic customer relationship management system, through understanding customer needs and monitoring their behavior, achieves a sustainable competitive advantage. Product innovation and aligning products with customer expectations directly and positively influence marketing performance. Moreover, the greater the quality of electronic customer relationship management and the capacity for customer knowledge sharing, the more it contributes to product development, resulting in a favorable impact on marketing performance.

Abstract Abstract The purpose of this research, which was conducted with a quantitative approach and using a questionnaire tool, is to validate one of the conceptual models available in the literature and provide a framework of factors affecting the development of the digital economy in Iran. The statistical population of this research includes the founders, managers, employees and experts of businesses based on information technology and digital economy activists in the country, and the minimum sample size for the validity of the results according to the method used for quantitative analysis is 160. In this research, the findings of the reference qualitative research were implemented in the form of a questionnaire using the Google Form tool and sent to a community of industry activists. The data received through 240 completed questionnaires were analyzed using the confirmatory factor analysis method, and the results were presented in the form of a final model. The results of this research show that the development of the digital economy requires simultaneous attention to environmental factors and inter-organizational factors, and the government as a policy maker plays a key role in the development of digital businesses. Extended Abstract Introduction In recent decades, a large number of information technology-based businesses have risen to the top of the world's top companies list. Until the early years of the third millennium AD, large companies and owners of oil wells and mineral resources, along with industrial production complexes that are several decades and several hundred years old, have been the flagships of the list of the largest and most successful companies in the world, but this dominance has been challenged by IT-based start-ups during the last two decades. According to a report by Economist magazine, and from 2006 to 2016, the top of the world's top companies was suddenly evacuated from the active companies in the field of energy and production, and the information technology companies captured the vacant place. These changes is a clear sample of transient of the world economy from source-based to data-based, Challenging the position of super companies such as ExxonMobil and Royal Dutch Shell by emerging companies like Alphabet and Facebook are clear signs of the digitization of industries and the superiority of the digital economy over the traditional world economy. The value of the production of information technology businesses from the total production of the world has increased by 29% in the period of 5 years, between 2015 and 2020, has reached 24 trillion and 615 billion dollars, and the share of the digital economy has reached 25% of the total world economy. In other words, the digital economy has swallowed two and a half percent of the share of the traditional economy in 5 years. (UNCTAD, 2019) These facts show the need to pay attention to the position of businesses based on information technology. According to the importance of the subject and based on the mentioned materials, the main problem of this research is to identify the main factors affecting the development of businesses based on information technology in the country as the most important players of the digital economy era.   Theoretical Literature IT-based businesses Businesses that convey their proposed value to customers through various information technology tools, and the main components of their business model are based on information technology, are called information technology-based businesses. In another definition, based on the research done by Witt et al., those businesses whose ways of doing work and creating income change with the changes made in digital technologies can be considered as information technology-based businesses. (Weit et al., 2014) Digital Economy The digital economy is opposed to the classic economy in which economic activities are being done in traditional offline platforms. In the digital economy, all activities are carried out on digital platforms based on information technology. There are three defined levels in the definition of digital economy. Its limited definition as the main core of the digital economy includes specialized products in the field of information and communication technology, including hardware production; software development, and the provision of internet and telecommunication services. In the second level, in addition to the central core, it also includes the added value resulting from digital platforms and services. The third level of definition, referred to in the literature as the digitized economy, includes the added value resulting from the use of information technology in all industries. Kazemian & Mardani (2016) has considered the environmental, organizational, and human factors as the most important factors of the success of the business under study. Khayatian et al, (2014), in order to identify the way of growth of the knowledge-based companies in Iran, have identified environmental features, infrastructure, financial provision, organizing, and human force as the most important factors effective on the growth of these businesses. Methodology The present study is qualitative and applicable, and questionnaire is its data-collecting tool. The questionnaire distribution has been done electronically and in the google form field. The statistical community includes founders, managers, employees, and knowledgeable persons in the information technology businesses, and persons active in the country's field of digital economy, After identifying and defining the problem, previous related studies have been reviewed and the possible dimensions of the model have been identified. Then, the most appropriate and comprehensive conceptual model was selected among the previous researches and with brief modifications, it became the basis for designing the research questionnaire. After evaluating the validity of the content, the designed questionnaire was sent to a community consisting of three different groups of industry activists and the received data was analyzed using Structural Equations Method. Discussion and Results The inferential statistics was used to test hypothesis, and the spss software was used to investigate the hypotheses of the study. Then the PLS software was used for the conceptual model of the study. After conducting the tests and making corrections, the final research model was confirmed, consisting of 5 main categories and 22 subcategories or indicators. The main categories counted include 1) organizational factors, 2) environmental factors, 3) policy factors, 4) economic results and 5) non-economic results. Internal characteristics refer to the factors that a business must focus on for success. In other words, if the following factors are present in a business, the chances of being successful in the market are much higher than businesses that did not pay attention to these factors. In other words, this group of factors refers to the internal coordinates of businesses prone to growth and development. These factors include: the right project team, business model, specialized human resources, access to financial resources, innovation and effective marketing. The second group of factors affecting the development of businesses under research is environmental factors. These factors include five categories of sanctions, inappropriate laws, weak information technology infrastructure, economic stagnation of the country and problems of the information technology innovation system. The third category of factors explained in this research is the role of the government in the development of such businesses in the country. These factors have focused on how the government intervenes in this matter in such a way as to facilitate and accelerate the growth of these businesses. Although these factors are also relevant for businesses in different sectors, the examples of these policies are different in IT businesses and how the government supports them. Conclusion During the past years, many studies have been conducted on the topic of information technology businesses, but few researches have comprehensively and multi-dimensionally addressed the important factors affecting the growth of these businesses and the development of the digital economy in the country. According to this research gap, the current research was defined. The main result of this study is a conceptual model consisting of several categories of factors affecting the development of the digital economy in Iran. The scientific contribution of this study is the quantitative validation of the mentioned model and the explanation of the relationship between the identified factors in the ecosystem of the Islamic Republic of Iran. The present study was conducted to investigate the effective factors of the development of thchnology information-based businesses in Iran. One of the important results of the current research is to emphasize the key role of the government and the policy-making departments of governance as an independent factor in the development of these businesses. This issue confirms the necessity of the government's presence in this area and the need to adopt supportive policies for the growth of these businesses and the development of the digital economy in the country. Mosleh and Fani have also considered the government as the biggest customer of information technology products and services, have emphasized that the policy making and supporting role of the government in the development of information technology is very important and effective (Mosleh and Fani, 2020). The findings of this research show that other factors affecting the development of these businesses are influenced by government policies. One of these categories is external factors. The high speed of changes in the information and communication technology industry has doubled the importance of paying attention to these factors (Hajipourfard et al, 2021). One of the important indicators under this category of factors is information and communication technology infrastructure. According to international statistics, investment in the development of information technology infrastructure is the driver of economic growth and development of countries (Sayeh Miri and Abbas Khani, 2019; Salehi Abar, 2016). Another important environmental factor is sanctions and economic stagnation, which have made it difficult for companies and related institutions to work in different economic sectors. Another group of factors that are indirectly influenced by policy factors are organizational characteristics. These factors include the right project team and access to expert human resources, the right business model, innovation and marketing. Ghazinouri and his colleagues have also pointed out the importance of specialized human resources in the success of the research subject businesses. (Ghazi Nouri et al, 2019) According to the model of this research, the results of the development of these businesses can be classified in two parts: economic results and non-economic results. Productivity growth, economic prosperity and employment are among the most important economic consequences of digital economy development. These findings have been confirmed in other studies such as Amjadi and Shafei and Salehi Abar. Amjadi and Shafei have found a direct relationship between the development of information technology and the growth of productivity. (Amjadi and Shafei, 2017) In Salehi Abar's research, the effect of information technology development on the country's economic growth is also highlighted. (Salehi Abar, 2016) The second category of digital economy development results in the country are long term non-economic results, which include protecting the environment, promoting entrepreneurial culture, and promoting information transparency. The findings of this research can effectively help policymakers in the field of digital economy and clarify the way of the government in the optimal allocation of support resources for these businesses.

Abstract The aim of the research is to the effect of electronic satisfaction and trust on the intention to repurchase online by mediating the ease of use and moderating the online experience of customers in the digital store. In terms of purpose, the research method is practical; and based on the method of data collection, it is descriptive of causal type. The statistical population of the research is the customers of the digital goods store, which according to Cochran's formula for the unknown population size, the sample number was 384 people. The data was collected through a standard questionnaire and then analyzed by structural equation modeling method and using smart pls 3 software. The findings show that electronic trust and satisfaction variables had a significant effect on ease of use, and electronic trust and satisfaction and ease of use had a significant effect on online repurchase intention. Also, electronic trust and satisfaction have a significant effect on the intention to repurchase online with the mediating role of ease of use, which was confirmed by the Sobel test with a z-value of 2.374 for electronic satisfaction and 2.805 for electronic trust. Online customer experience moderates the relationship between customer satisfaction and online repurchase intention, and online experience moderates the relationship between online trust and online repurchase intention. Extended Abstract Introduction Today, online shopping has grown tremendously, and technological advancements have made shopping experiences significantly more efficient, transparent, and easy; and customers have become more aware of the value of online shopping with the growth and availability of e-commerce platforms worldwide, more price transparency, and faster delivery time (Delgosha & Hajiheydari, 2020). Increasing competition in the market has forced businesses to create stronger relationships with their customers, which has a positive effect on their repurchase decisions (Antwi, 2021). Repurchase intention is a situation in which consumers decide to buy products or services from the same company for the second time (Naghdi, 2021). To maintain a market presence, customer needs must be accurately understood; which helps the market to improve customer trust by improving service quality, and increase customer satisfaction and encourage the desire to buy (Putri et al, 2023). A study is needed to understand how e-commerce creates trust and satisfaction in its consumers. The main issue of the current research is whether electronic satisfaction and trust affect online repurchase intention through the mediation of ease of use and moderation of the online experience of customers. Theoretical Framework Nabila et al., (2023) showed in a study that ease of use and trust have a positive and significant effect on the intention to repurchase online. Also, customer trust has a positive and significant effect on electronic satisfaction. Abdulmaleki & et al, (2023), shows that satisfaction and enjoyable electronic experience play a mediating role in the relationship between electronic service quality and purchase intention. Wijaya & Nurcaya (2017) argue that satisfaction is a consumer feeling in which customers feel the best that a company offers. The effect of satisfaction certainly leads to repurchase intention for certain companies or products. Methodology Due to the use of a new approach, the current research is considered applicable, which was carried out using a causal survey-descriptive method. The statistical population of the Digikala store customer research, which was obtained to determine the number of samples according to Cochran's formula for the size of the unknown population, was 384 numbers of people. It has been analyzed by SPSS and SMART PLS3 software. To collect and measure data, a 20-item questionnaire with a five-point Likert scale was used as follows: The questionnaire of Ginting et al., (2023) with 5 items in the repurchase part, the questionnaire of Barbu et al., (2021) with 3 items for ease of use of, the questionnaire of Nabila et al., (2023) with 4 items for electronic trust, the questionnaire of Barbu et al., (2021) with 5 items for customer experience, and the questionnaire of Ginting et al., (2023) with 3 items in the electronic satisfaction section were used. Also, its validity has been confirmed by professors and experts, and its reliability by Cronbach's alpha coefficient. Discussion and Results First hypothesis: there is a significant relationship between electronic trust and ease of use. It was observed that the T-statistic between the two variables is equal to 7.608, since this value is higher than the borderline value of 1.96, it can be concluded that with at least 95% confidence, electronic trust has a significant effect on ease of use. Second hypothesis: there is a significant relationship between electric trust and online repurchase intention. It was observed that the t-statistic between two variables is equal to 2.043, and since this value is higher than the borderline value of 1.96, it can be concluded that with at least 95% confidence, electronic trust has a significant effect on the intention to buy online. Third hypothesis: There is a significant relationship between electronic satisfaction and ease of use. The t-statistic values between the two variables are equal to 3.566, and since this value is higher than the borderline value of 1.96, it can be concluded that with at least 95% confidence, electronic satisfaction has a significant effect on the ease of use. Fourth hypothesis: There is a significant relationship between electronic satisfaction and online repurchase intention. Also, the t-statistic between the two variables was observed as 5.994 and since this value is higher than the borderline value of 1.96, it can be concluded that with at least 95% confidence, the hypothesis of electronic satisfaction has a significant effect on online purchase intention. Fifth hypothesis: There is a significant relationship between ease of use and repurchase intention. The t-statistic between the two variables is equal to 3.001. And since this value is greater than the borderline value of 1.96, it can be concluded that with at least 95% confidence, ease of use positively and significantly affects the intention to buy online. Sixth hypothesis: there is a significant relationship between electronic trust in online purchase intention and the mediating role of ease of use. The T-statistic between the two variables was found to be 2.842, and since this value is higher than the borderline value of 1.96, it can be concluded that with at least 95% confidence, electronic trust has a positive and significant effect on the intention to buy online with the mediating role of ease of use. Seventh hypothesis: There is a significant relationship between electronic satisfaction on online purchase intention and the mediating role of ease of use. Also, the t-statistic between the two variables was observed as 2.152, and since this value is higher than the borderline value of 1.96, it can be concluded that with at least 95% confidence, electronic satisfaction has an effect on on-line purchase intention with the mediating role of ease of use, and ease of use can be a mediator for on-line purchase intention, which indicates the customers' satisfaction. Hypothesis 8: Online customer experience moderates the relationship between e-trust and on-line repurchase intention. The t-statistic between the two variables is equal to 2.002, and since this value is higher than the borderline value of 1.96, it can be concluded that with at least 95% confidence, online customer experience moderates the relationship between customer trust and online repurchase intention. Hypothesis 9: Online customer experience moderates the relationship between e-satisfaction and online repurchase intention. The value of the t-statistic between the two variables is equal to 2.666, and is higher than the borderline value of 1.96, as a result, with at least 95% confidence, online customer experience moderates the relationship between customer satisfaction and online repurchase intention. Conclusion The results of the first hypothesis are consistent with the researches of Wilson et al, (2021) and Anifa (2022). Therefore, increasing the trust of customers makes it possible for them to pay less attention to the problems related to the purchase with a mental set and practical plan suitable for a successful trading experience, which increases the ease of use.
The results of the second hypothesis are in line with the researches of Puti et al, (2023) and Ikhsan & Lestari (2021). If the managers of the marketing department can promote trust in electronic environments among their customers during the purchase process and try to create transparency about the process of carrying out activities in the store, they can believe that the purchase process be repeated The results of the third hypothesis show that the higher the level of consumer satisfaction, the easier the use of the products. Consumers provide a good evaluation of service and product performance for the satisfaction they feel from purchasing a product or service. The results of the fourth phase are consistent with the researches of Ginting et al, (2023) and Anifa (2022). Marketing stimuli that look different in augmented reality can give a distinct impression to consumers, creating a sense of satisfaction in the shopping experience and encouraging repeat purchases. The results of the fifth hypothesis are consistent with the researches of Nabila et al, (2023) and Anifa (2022). Ease of use can make customers repurchase existing products because of ease of use. The results of the sixth hypothesis are in line with the researches of Wilson (2019) and Subagio et al, (2018). It shows that the user's perceived ease of trial feature of the virtual product can mediate the repurchase intention relationship that is used with trust. The results of the seventh hypothesis are in line with the research of Nabila et al, (2023) and Diyanti, Syarifa Yulindar (2021). The results of the eighth hypothesis are in line with Miao et al., (2022). Internet stores should take a creative approach to meet the needs of customers and increase customer trust by creating appropriate platforms. The results in the ninth hypothesis were in line with the research Miao et al, (2022). The more positive experiences received from the product from a store, the more satisfied the customer will be with the store, and as a result, he will consider the positive experience as a suitable frame in his mind, and the more likely he is to repeat the purchase of the products.

Abstract Abstract Bankruptcy forecasting models are one of the techniques for predicting the future state of companies that estimate the probability of bankruptcy by combining a group of financial ratios. Early warning of the possibility of bankruptcy enables management and investors to take preventive action and distinguish favorable investment opportunities from unfavorable ones. The purpose of this study is to investigate the impact of profit management and business strategies on bankruptcy risk in companies listed on the Tehran Stock Exchange. For this purpose, 114 companies were selected as the research sample during the period of 2012-2019 through a systematic method. The research method is descriptive-survey. The results of the research showed that profit management has a positive and significant effect on bankruptcy risk. Business cost strategy has a negative and significant effect on bankruptcy risk. Business strategy has a negative and significant effect on bankruptcy risk. Extended Abstract Introduction Bankruptcy forecasting models are one of the techniques of predicting the future status of companies that estimate the probability of bankruptcy by combining a group of financial ratios. Early warning of the possibility of bankruptcy enables management and investors to take preventive action and distinguish favorable investment opportunities from unfavorable ones (Bahramfar et al, 2014). The increasing expansion of economic activities and their increasing complexity on one hand and the necessity of paying attention to accurate accounting information and financial statements on the other hand, has led to the creation of new analytical and management methods in accounting. One of the most important methods is a category called profit management (Dadashi & Amiri Lolaki, 2019). Profit management is defined as taking conscious steps within the scope of accepted accounting principles to bring the reported profit to the desired level (Cohen & Malkogianni, 2021). Bankruptcy prediction models are among the tools for estimating the future status of companies (Rezaei Pitenoei, 2019). Investors and creditors have a great desire to predict the bankruptcy of companies because in case of bankruptcy, they will be charged a lot of costs (Hajiha, 2018). Business strategy as a means to achieve goals in the form of different methods that are used depending on the main goal of the companies, divides the companies into different types. Many studies have stated some factors affecting the risk of bankruptcy, but few empirical studies have examined the reliability of these criteria (Keyghobadi & Damankeshideh, 2020). Considering that there is no measurement of companies with high financial risk and considering the research in the field of earnings management and business strategies, few analyzes has been done on how earnings management and business strategies influence the company's financial decisions and, consequently affects the risk of bankruptcy. The company's business strategy shows how the company competes in its chosen market. To strengthen its business strategy, the company can use a set of policies and activities that can achieve a sustainable competitive advantage in its chosen market (Rostaei Darehmiane et al, 2015). According to the mentioned materials, the main problem of the research is whether profit management and business strategies have an effect on the risk of bankruptcy in companies admitted to the Tehran Stock Exchange.   Theoretical framework Determining the exact cause or causes of bankruptcy and financial problems in each specific case is not an easy task. In most cases, several reasons together lead to the phenomenon of bankruptcy. But according to Don and Bradstreet's research (2000), the main reasons for bankruptcy are financial and economic problems. In some cases, the reasons for bankruptcy are determined by examining financial statements and records (Moradi & Sepahvandi, 2015). Earnings management is biased financial reporting, based on which managers intervene in the decision-making process with a previous decision in order to gain some special benefits. Earnings management occurs when managers use their personal judgments in financial reporting and manipulate the structure of transactions to change reporting (Robati, 2013). Business strategy is an integrated set of activities aimed at increasing the long-term strength and capability of the organization in relation to its competitors. Developing a business strategy (trade) is related to the orientation of the organization's territory or the way of businesses competitiion in the desired area of ​​the organization and improvement of the competitive position of the products or services of a company or business unit in an industry or a specific market sector (Lin et al., 2021). Agustia et al. (2020), conducted a research titled "Earnings Management, Business Strategy and Bankruptcy Risk: A Case Study of Indonesia", and concluded that there is no relationship between earnings management and bankruptcy risk. Shariati (2019) conducted a research titled "The relationship between financial bankruptcy and accrual profit management and real profit management". The statistical population was the companies admitted to the Tehran Stock Exchange in the period of 2013-2017. The research method was correlative and the sampling was systematic. The research results showed that institutional ownership does not have a moderating effect on the relationship between financial bankruptcy and accrual profit management; but institutional ownership has a moderating effect on the relationship between financial bankruptcy and real profit management.   Research methodology This research, based on the method and nature, is placed in the correlative and descriptive research group, and scientific based on the objective. The research methodology is correlative. The time scope of this research has been determined for an eight-year period from 2012 to 2019. Its geographical area is the companies accepted in the Tehran Stock Exchange and over-the-counter.   Research findings In order to investigate the hypothesis of the research and analyze the information, Eveouz software was used, and the results obtained from the first hypothesis of the research show that profit management has a positive and significant effect on the risk of bankruptcy. Because profit management hides investors' rational calculations and leads to a decrease in the quality of profit information presented in the financial statement. As a result, the low quality of the information contained in the financial statement will have a negative effect on the financial performance of the company and lead to an increase in the risk of bankruptcy of the companies. The second hypothesis of the research shows that the cost business strategy has a negative and significant effect on the bankruptcy risk. In cost leadership strategy, by reducing its cost, the company creates a competitive advantage in providing products and services at a price lower than the competitors, and as a result, it will find the possibility to compete in the intense competitive conditions prevailing in the industry. The results obtained from the third hypothesis of the research show that business strategy has a negative and significant effect on bankruptcy risk. Managers of business units are always looking for a solution to improve the performance of their business unit, and diversification strategy as a solution while creating a range of business activities for companies also helps to improve their performance.   Conclusion The current research was conducted with the aim of investigating the impact of profit management and business strategies on the company's bankruptcy risk. The results of this research are consistent with the results of research findings Arab Salehi et al. (2015); Wu et al. (2016); Hajiha (2018); and Shariati (2019); bankruptcy forecasting models are one of the techniques of predicting the future status of companies that estimate the probability of bankruptcy by combining a group of financial ratios. An early warning of the possibility of bankruptcy enables management and investors to take preventive action and distinguish favorable investment opportunities from unfavorable ones. According to the present research, it is suggested to company managers to reconsider their business policies and to make decisions that, in order to improve the company's performance, choose managers who are risk-takers and prevent the company from going bankrupt by moving towards product customization, give priority to the production of products with high added value, increase the amount of advertising with a focus on product quality information, use up-to-date technology in the production of new products will.  

Abstract Abstract This article aims to compare RW and PW models in profit forecasting for small and medium-sized companies. The research method is applicable in terms of its purpose, and it is an inductive and quantitative research in terms of the implementation logic and the nature of the data. Financial statements in the period of 2011 to 2021 have been used to collect data. In order to select the appropriate statistical sample, the systematic elimination sampling method was used. In this method, firstly, the small and medium-sized companies are identified, according to the number of employees and the nominal value of the capital, and conditions are defined for the selection of the sample, and those that do not have the mentioned conditions are removed from the sample. These conditions are determined according to the hypothesis test model and research variables. Also, in this article, the panel model and Eviuse software have been used to extract the proposed model from the principal component analysis approach and to fit the model to the observations. According to the results obtained from the analysis presented in this research, it can be seen that the new model provided for profit forecasting is more effective than the profit forecasting of RW and PW models, and this issue confirms the ability of regression models to forecast profit in the field of financial and profitability strategies for small and medium-sized companies. Extended Abstract Introduction Financial analysts have grown in number and importance over the decades. The first societies of investment analysts can be traced back to 1925 in Chicago, 1937 in New York, and 1962 in Europe (Graham, 2004). The profession became formalized due to its ever-increasing presence and application in capital markets around the world. Analysts provide useful information in the form of stock releases, price targets, and earnings forecasts as a link between management and investors. Much research has been done on sell-side analysts and their earnings forecasts, as these forecasts increasingly influence investors as well as management (Azevedo, 2020). Without information about firms and their projects, financial markets cannot perform their function of capital allocation. Some information is freely available to investors, but most information is expensive and must be produced by trained professionals. The profession of financial analysts has evolved to perform this economic function and has provided investors with detailed and specialized public information that would be very difficult to do without them. Financial analysts have the necessary combination of technical expertise, industry knowledge, and financial activity needed to understand the future prospects of companies. By publishing analyst reports, they bring stock prices closer to intrinsic values, making the market more efficient in terms of information and directing capital flows to promising investments (Higashikata, 2020). Traditionally, analyst reports contain three separate pieces of information: 1) earnings forecasts, 2) price forecasts, and 3) recommendations on whether to buy, hold, or sell. These forecasts and recommendations can publish private information or create new information from public information, and the change in information has a significant impact on the stock market price. Previous research has shown that revisions to buy or sell recommendations change investor responses. Specifically, recommendation reductions and negative forecast revisions are considered to convey bad information, while recommendation updates and positive forecast revisions are considered to convey good information (Higashikata, 2020). Takamusto and Akono (2019) show that specific factors of countries' information environment can influence the importance of information disclosed by firms, such as accounting standards and governance quality. These characteristics affect the user's understanding of the information and thus the stock price. In addition, uncertainty in countries' information environment can also affect the quality of analysts' forecasts (Hou, 2019). This is reinforced for emerging markets, because the accuracy of analysts' forecasts is strongly associated with the characteristics of each country's environment (Han, 2020). However, Han (2020) stated that analysts have a better ability to understand the different accounting options of firms as well as issues related to countries' information environment. Therefore, according to the above, in this research, we are looking for whether the profit forecasting model presented in small and medium companies is more effective compared to the RW and PW models. Literature benefit predict Profit forecasting has always been an important topic in accounting research because of its proven relationship with market returns. Profit forecasting not only reflects the development of accounting research but also uses the development of statistics and computer science topics. Early research relies on random step and time series models to predict future profits. Some researches also included basic data in the prediction model based on linear regression or logistic regression (Harris and Wang, 2018).   Research background In an article, Ansari (2023) discussed life cycle forecasting and financial performance evaluation of companies using decision tree algorithm and multi-criteria decision making techniques. The purpose of this research is to provide methods for decision-making that can be implemented with minimal specialized financial knowledge. For this purpose, a sample consisting of 172 companies admitted to the Tehran Stock Exchange by company-year was examined. First, financial ratios were prioritized using decision tree regression analysis for life cycle forecasting. Financial ratios have been analyzed as an independent variable and cash flow statement data as a dependent variable. In order to accurately implement the presented models, MATLAB software coding environment was used. The results showed that cash adequacy ratio and debt-to-equity ratio are the most and least important, respectively. Then, using hierarchical analysis, financial ratios were prioritized to evaluate the financial performance of companies, and leverage ratios and profitability ratios were assigned the highest and lowest ranks, respectively. The results of this research can be considered by all investors in the stock exchange to create a clear picture of the financial performance of companies. Melkian. et al (2023) in an article investigated the liquidity shock, financial flexibility and speed of dividend adjustment in Tehran Stock Exchange. To measure the speed of dividend adjustment, which is a measure of profit smoothing, Gholtan regression was used according to the Lintner model; and also the method of De Jong et al and Falkander and Wang have been used to measure the unused debt capacity and the final value of cash, which is an index to measure financial flexibility. According to the limitations of the research, 105 companies admitted to the Tehran Stock Exchange during the period of 2010-2019 have been examined. The findings of the research show that the final value of cash and unused debt capacity do not have a significant effect on the speed of dividend adjustment. Also, the liquidity shock has no effect on the relationship between the final value of cash and unused debt capacity on the speed of dividend adjustment. Based on the obtained results, in justifying the positive relationship between the final value of cash and the speed of dividend adjustment, it can be said that any company that has higher financial flexibility, faces less risk overall and improves the performance of managers when using growth and invested opportunities, and finally smoothing their dividend is higher. Also, in justifying the negative relationship between unused debt capacity and dividend adjustment speed, it can be said that any company that has a higher unused debt capacity, their dividend adjustment is lower. Research methodology In this research, in order to extract the proposed model from the principal component analysis approach, and to fit the model to the observations, the panel model and Eviuse software are used. The difference between the actual and predicted profit is used to measure the efficiency of the models. The central and dispersion indices for the research variables are determined for descriptive analysis of the variables before testing the hypotheses. In order to determine the average level of the variables, the average index is used. The dispersion of observations is measured by the standard deviation. Also, the difference of the variables from the normal distribution is measured using skewness and kurtosis indices. In the present research, it has been used to test the hypotheses in the companies admitted to the Tehran Stock Exchange  Discussion and results: The adjusted coefficient of determination in the first regression model is equal to 0.65 and in the case of RW model 58% and PW model 0.52; this shows that our regression model has been able to provide a more accurate relationship than the other two regression models with the components of profit forecasting, thus, model-based profit forecasting is more efficient than the other two profit forecasting models. Therefore, these results are consistent with the stated claim and at the confidence level of 95, it can be claimed that our profit forecasting model is more efficient than the RW and PW models. Conclusion: In this research, first, the statistical population and the companies included in this population were examined. Then the volume and sampling method were determined. After that, research hypotheses were stated. In the following, the research method and the method of data collection were discussed; Also, the variables examined in the research were introduced and how they were calculated was explained. After the definition of the research variables, the statistical methods necessary to check the statistical hypotheses and their analysis were discussed. Based on this, the present research for the first time compares model-based forecasting and profit forecasting based on RW and PW models in small and medium-sized companies, and according to the results obtained from the analysis presented in this research, it can be found that the proposed model for profit forecasting is more efficient than profit forecasting based on the other two models, and this is a confirmation of the ability of regression models to forecast profit in financial fields and the profitability of stock price forecasting strategy in the Tehran stock exchange also confirms.  

Abstract Abstract The current research deals with the effectiveness of the knowledge management model in achieving the goal of improving its position in Bank Tejarat. The European Organizational Excellence Model (EFQM) was also chosen because the nine criteria included in this excellence model include the basic concerns of the bank. The analysis has been done by considering 5 main hypotheses based on 5 enabling criteria of the model and 5 sub-hypotheses according to the respondents' service units. The statistical population is experts and managers who are based in the headquarters of Tejarat Bank in Tehran. Using stratified random sampling, a total of 270 questionnaires containing 24 questions were distributed, of which 250 complete responses were received and analyzed. In this research, the methods of reviewing documents and questionnaires were used to collect information, and SPSS software was used to perform calculations. The results of the investigations show that, from the perspective of the employees of Tejarat Bank, in this discussion, among the components of the European model of organizational excellence, the human resources component has the highest priority and the component of business partners has the least importance. Extended Abstract Introduction In organizations, knowledge can be found not only in documents and resources but also in daily organizational work, processes, performance and norms of the organization. knowledge, prior to be controlled and managed, must be created and used in an organization. The process of creating knowledge requires the interaction, participation and involvement of people with information technology. If knowledge management becomes a part of the organization's business model, creating a culture of change in the organization can be applied with fewer issues, because no change is possible without awareness and preparation and saving the necessary energy for change. An organization that wants a superior position compared to its competitors, must respond to the needs and expectations of the customer by using the competitive knowledge available in the organization. Tejarat Bank has had the long-term experience of professional and leading bankers and has been among the pioneers of the banking system in many fields. He has always been concerned about updating service programs and attracting more and more customers through providing new services. Various and extensive research shows that most of today's organizations have turned to organizational learning and knowledge management with the aim of achieving a superior and brilliant position, and as a competitive advantage on the way to a clear and superior horizon compared to their competitors, they are trying to become the receiving organization. Bank Tejarat, like other organizations that have this concern, mentions knowledge management as a tool to achieve this goal. In addition, improving the knowledge level of the employees is one of the regular programs of the bank, which has long considered the effectiveness of trainings and their long-term effects as a basic principle. In this research, we seek to find the answer to this question: How effective is the knowledge management model based on the European model of excellence in improving the competitive position of Tejarat Bank? Theoretical framework Knowledge is information combined with experience, circumstances, interpretation and thinking. When information enters the human mind, it becomes knowledge (Safaei et al, 2018). Knowledge management is a coherent systematic process that uses a suitable combination of information technologies and human interaction to identify, manage and share the organization's information assets. These assets include databases, documents, policies and procedures. In addition, it includes both explicit knowledge and tacit knowledge of employees, and uses diverse and extensive methods to capture, store and share knowledge within an organization (Al Roy and Firestone, 2007). ) The European model of organizational excellence was created to recognize and promote sustainable success and provides guidelines for organizations that seek to achieve sustainable success. This model creates a holistic view of the organization and can be used to determine how these various methods are paired with each other and complement each other. (Suárez et al., 2014) Keshavarz Afshar et al, (2022) in a research called "Designing a native model of knowledge management in Iran's government organizations" prioritized the most important components affecting the maturity of knowledge management. This priority is: input, process, output, consequence and feedback. Maurcury & Mendes, (2018) believe that knowledge management can coexist with quality management, because they have the main success factors: approach to the customer and other stakeholders, human resource participation, leadership, management based on data, and information. Research methodology The current research is applicative- descriptive in terms of its purpose, and descriptive and correlative based on the method of data collection. In this research, due to the large statistical population, stratified random sampling method was used. The statistical population consists of all the personnel of the headquarters management of Tejarat Bank (employees with a bachelor's degree or higher). The method of collecting information was the review of documents and questionnaires. In the present study, a researcher-made questionnaire was used, which used a 5-point Likert scale to score the answers. Research findings In order to check the research hypotheses with the help of spss software, inferential statistics were used to test the hypotheses and the simple average method was used to calculate the dimensions of the research. In the following, the normality or non-normality of the statistical sample was investigated, then the non-parametric binomial test was used to check the status of the research components, and the path analysis method was used to check the model. Knowledge management based on the European model of excellence has a direct and positive effect on improving the competitive position of Tejarat Bank in the field of leadership, in the field of policy and strategy, in the field of human resources, in the field of business partners, and in the field of processes. According to the results of the research and the fact that the significance value of the test is smaller than the significance value (0.05), it can be said that at the confidence level of 95%, the investigated components among the headquarters staff of Tejarat Bank of Tehran in the seven districts have significant differences. Friedman's analysis of variance test, which was used to rank each of the independent variables of the research, confirms that among the employees of Tejarat Bank, the component of improving human resources has the highest priority and the component of business partners has the lowest priority. The priority of the criteria is from the highest to the lowest priority in the following order: human resources, processes, leadership, policies and strategies, and finally business partners. Conclusion The present study deals with the effectiveness of the knowledge management model based on the European model of excellence in improving the competitive position of Tejarat Bank. The results of this research are consistent with the findings of Javidnia and Kamali (2017), and Tavallaei & et al, (2021); the analyzes show that from the point of view of all the considered criteria of the European model of excellence, there is a direct relationship between knowledge management and the improvement of the competitive position of Tejarat Bank in the various areas mentioned in this research. Only regarding the prioritization among different criteria, the results indicate the priority of the criteria from the highest to the lowest priority in the following order: human resources, processes, leadership, policies and strategies, and finally business partners. According to the current research, it is suggested to the bank managers that in the field of human resources, by adopting appropriate incentive policies to attract more employees' participation; in the process department by establishing organizational processes related to the creation, storage, distribution and combination of knowledge; in the field of leadership, with a commitment to culture-building regarding organizational knowledge and learning; in the field of learning strategies and policies with valuing and regulating the organization's mission and vision based on organizational knowledge, having a system Providing correct information; and finally, in the field of business partners, by forming expert and research groups, to gain knowledge and awareness of competitors' plans, by recognizing the new needs of customers, the possibility of preventing the wastage of the organization's resources and leading it to gain, provide more market share.

Abstract Abstract The purpose of this research is to identify the key factors of success in e-commerce during widespread crises (the case study of digikala online sales company). The current research is applicable in terms of purpose, and descriptive-correlative in terms of the nature and method of data collection, and is specifically based on structural equation modeling. The statistical population of the current research is all the customers of digikala online sales company in Tehran who have made at least 2 online purchases from 2019 to the time of the research, and according to Morgan's table, 384 people were selected as a sample, and the sampling method is simple random. The collection tool in the current research was Sharma and Agarwal (2019) questionnaire which was distributed electronically among the sample, and data analysis was done by structural equation modeling in SmartPLS 3 software. The research findings showed that the quality of website services and customer support system according to the standard factor loading coefficients of 0.771 and 0.673, respectively, are more important than the personalization components and electronic word-of-mouth advertising with the standard factor loading coefficients of 0.608 and 0.517. The findings of the research showed that besides paying attention to hardware and software factors related to information technology in e-commerce, paying attention to human factors can increase the efficiency of e-commerce even more. Extended Abstract Introduction Internet-based technologies have enabled e-commerce companies to test different marketing strategies based on product information, advertising, and sales services. However, the performance of a website may be affected by these variables and any failure may rob customers' trust in these platforms, which in turn, leads to buyer dissatisfaction (Choshin & Ghaffari, 2017; Sing et al., 2017). The success of an e-business shows the satisfaction of customers who have experienced online shopping while browsing the website (Abdallah & Jaleel, 2015). Satisfaction is considered as the driving force of behavioral intention to repurchase. Many modifications have been reported in e-commerce success models, and one of them has been the considering of website service quality as the main independent variable (Lin & Fu, 2012). Consumer behavior research shows that: fear refers to the negative consequences of a specific event that may lead to changes in consumer behavior and attitudes (Solomon, 2017). As a result of the impact of the Covid-19 disease, consumers have increasingly turned to online shopping, accordingly, the Covid-19 pandemic has caused a change in consumer purchasing behavior, as consumers are afraid of contracting the disease (Laato et al, 2020; et al, 2020 Prentice). Therefore, according to the said material, the researcher is trying to answer the main question, what are the key factors of success in e-commerce during widespread crises (Case study of digikala online sales company)? Theoretical framework According to Molla & Licker (2001), the success of an electronic business system is completely dependent on the response that is created at the system's individual and organizational level. Then, they proposed the dimensions of success, namely "e-commerce system quality, content quality, consumption, trust and support". The fear of covid-19 increases the role of e-commerce because it increases social interaction and stakeholder participation in online buying and selling of products and services (Addo et al, 2020). Website service quality considered to be as a combination of information quality, system quality and service quality. The amount of website support to the customer during and after the sale of goods or services and its usefulness determines the success of the online platform. Personalization; The strategy adopted by online sellers is to proactively offer products/services to browsers based on their previous browsing patterns, and the provision of information by customers willingly (Bhati et al, 2017). A distinctive feature of electronic word-of-mouth (EWOM) is its rapid dissemination and scalability. This includes; an asynchronous mode of information exchange related to an online product/service, accessible to the interested browsers and buyers (Baek et al, 2017). Mark Peterson et al, (2021) paid for their research entitled sustainable marketing and consumer's support of sustainable business. This study includes an online survey and large-scale sampling in the United States (304 respondents) with data analysis using structural equation modeling. Three important findings of this study show that 1) consumers' intrinsic values ​​have the most positive effect on consumers' support of sustainable businesses, 2) next, attitudes toward corporate altruism, and 3) and then, concerns about corporate ethics; had the most effect. Assessing social justice and recognizing the contribution of business in improving the quality of life of the customer had no effect on consumers' support for sustainable businesses. Emami Meibodi (2021) conducted his research entitled the effect of effective management of e-commerce platforms and dimensions of responsibility on sustainable consumption during the pandemic disease (corona) (case study: online shoppers). The results of the research show that the perceived effectiveness of electronic platforms has a positive effect on economic benefits with the moderating role of the fear of the epidemic. Economic interest has a significant effect on sustainable consumption with the moderating role of epidemic fear. Responsibility has a significant impact on sustainable consumption. Also, according to the results of the research, the main suggestions of the research are to increase the perceived effectiveness of electronic platforms and interactive communication with online consumers. Also, companies not only offer online products and services, but also provide e-commerce platforms that include an online care center to ensure the health and safety of consumers. Methodology The current research is an applicable research from the point of view of the goal, and a descriptive-correlative research from the method used. The statistical population of this research is all the customers of online goods sales companies (Case study of digikala online sales company).Considering the large number of users and the high number of the target community; 100 thousand people have been considered. The way to choose the best option is to select the people who have made at least 2 online purchases from 2019 to the time of the research, and were selected to answer the questions of the questionnaire. The size of the population is unlimited and uncertain; therefore, based on Morgan's table, 384 people who have shopped online at least twice a year were selected as a sample in this research. The sampling method in this research will be random simple. Also, the method of distributing the questionnaire in this research is electronic. A research questionnaire (Sharma & Aggarwal, 2019) was used to collect relevant data. Discussion and Results In order to investigate the hypothesis of the research, the modeling of structural equations, the method of structural equation modeling with the help of spss software was used to test the hypotheses from inferential statistics. Then PLS software was used to test the hypotheses or the conceptual model of the research, and the results of the first hypothesis showed that this hypothesis is confirmed according to the standard coefficient of 0.771 and the significance coefficient of 5.966. It can be said that there is a relationship between the quality of website services and success in e-commerce (Case study of digikala online sales company). The results of the second hypothesis showed that according to the standard coefficient of 0.673 and the significance coefficient of 7.909, this hypothesis is confirmed. It can be said that there is a relationship between the customer support system and success in e-commerce (Case study of digikala online sales company). The results of the third hypothesis showed that this hypothesis is confirmed according to the standard coefficient of 0.608 and the significance coefficient of 4.205. It can be said that there is a relationship between personalization and success in e-commerce (Case study of digikala online sales company). The results of the fourth hypothesis showed that according to the standard coefficient of 0.517 and the significance coefficient of 13.702, this hypothesis is confirmed. It can be said that there is a relationship between electronic word-of-mouth advertising and success in e-commerce (the case study of DJ Kala online sales company). Conclusion The current research was conducted with the aim of identifying the key factors of success in e-commerce during widespread crises (Case study of digikala online sales company). This finding is in line with researchers such as Darvishi (2021), Abdolmaleki (2020), Nekoei (2021) Gazivand & Habibi (2020), and Jalali (2021); the quality of website services makes the online store accessible at any time and from any place; therefore, it facilitates referring new customers to the store. A high quality website service is a powerful sales tool and increases the value of advertising and can help the store connect with potential customers. In this way, the contact address of potential customers can be collected and letters or newsletters can be sent to them periodically. Satisfaction of customers with online shopping and the services provided by the website can increase and improve the amount of use of the services provided, and repeat the number of purchases. According to the results of the research, it is suggested to collect personal information of customers in order to provide purchase alternatives to each buyer. It also emphasizes the creation of content-based filters for preferences created by a particular user; which is tracked to provide suggestions to customers. It is suggested that reliable platforms for delivery of products and services be established as a strategic marketing direction to promote online transactions, to reduce the spread of the pandemic disease of Covid-19.