Journal of value creating in Business Management

Abstract Abstract The purpose of this research is to investigate and prioritize factors affecting the success of e-commerce in small and medium-sized companies in Mazandaran province. The current research is applicable in terms of purpose, and descriptive-analytical in terms of nature and method. The statistical population of this research includes 15 experts with master's degree or higher, and at least 10 years of work experience in the relevant field and managers, and experts of small and medium companies in Mazandaran. Fuzzy Delphi method was used for review and prioritization. The best-worst method (BWM) was used to prioritize the factors and its components, and Lingo software was used for analysis. Effective factors include the components of 1- infrastructure (access to the Internet network, electronic storage of information, security systems and electronic payments), 2- payment system (payment authorization, various customer payment methods, settlement operations), 3- Knowledge and awareness (customer notification system, customer privacy consideration, company's response to customers' frequent questions), 4- Customer satisfaction (variety of products and advertisements, company's seasonal auctions, timely delivery of goods, building trust). The results show that the prioritization of factors affecting the success of        e-commerce, respectively, payment system, infrastructure, customer satisfaction, and knowledge and awareness gained the first to fourth rank of importance. Extended Abstract Introduction The emergence of the Internet has made it easier for newcomers to enter, and as a result, the number of competitors in various markets has increased. Advances in information and communication technology and the rapid expansion of the Internet have undergone many changes and transformations in various areas of human life, as well as in various business fields. Changes in the business environment are the main characteristics of this century (Taghavi fard & Abdoli Masinan, 2020). New technologies have transformed the way of providing customer service in today's organizations (Sanyayan & Sanyaei, 2016). The digitization of businesses has changed many traditional businesses to electronic businesses, and this issue shows the growth of e-commerce transactions in the world, and the new systems that are recently used in e-commerce by governments and private companies are among the most effective factors for success in electronic commerce (Singh et al, 2017). In e-commerce, the conventional meaning of economic benefits largely refers to customer retention on e-commerce platforms, discounts, advertizements, or other preferred activities (Liu et al, 2019). To measure success in e-commerce, it can be seen in customer satisfaction when searching for the desired product and buying online (Abdallah & Jaleel, 2015). Despite its advantages, e-commerce also faces challenges because changing people's habits is not an easy task. For example, researchers in e-commerce have mentioned the skills and techniques of gaining customer trust as an essential factor (Murphy & Tocher, 2011). Small and medium enterprises are a large part of industrial economies. Their growth and development is very important and many researches have been started to determine electronic business in small and medium companies. It is thought that the success of e-commerce in the small and medium sector will make the country more competitive, and this successful adoption and use of e-commerce technology is vital for survival. Therefore, the researcher is trying to answer the question: what is the evaluation and priority of factors affecting the success of e-commerce in small and medium enterprises of Mazandaran province? Theoretical Framework E-commerce success E-commerce is the use of computers in one or more networks to create and transmit commercial information, which is mostly related to buying and selling information, goods and services through the Internet. On the other hand, e-commerce has certain advantages over traditional business; e-commerce changes the way business is conducted and thus transforms traditional markets into new forms and creates significant changes in competitive conditions (Ebrahim Shamirani, 2015).   Customer satisfaction Satisfaction is wider than quality, and quality is considered one of the factors of creating satisfaction in customers. Satisfaction means the evaluation of customers about the product or service provided to whether it was able to meet the expectations of customers or not. In fact, customer satisfaction is the result of satisfying customer needs (Ahmadi et al, 2015).  Agheshlouei et al, (2023) investigated the presentation of a new business model to help entrepreneurs develop new businesses and e-commerce startups. The results of the research show that, in addition to improving the business model of Strowalder and Pignor, the business model presented in this study leads to a better understanding of the elements of the business model by entrepreneurs, and improves investment negotiations by creating convergence and common understanding of business concepts between entrepreneurs and investors. Using this business model, entrepreneurs focus on the value proposition in addition to the technical details. Atimehr et al, (2022) in an article entitled Development of the antecedent model of e-commerce success using structural equations and (IPMA) method, showed that among the explanatory variables of e-commerce success, the variable of electronic oralization has the most relative importance; while the customer support system variable has the least relative importance. Also, from the point of view of the respondents, it was found that the electronic satisfaction variable has the highest performance coefficient, while the customer support system variable has the lowest performance coefficient. Research methodology The current research is applicable in terms of purpose, and descriptive-analytical in terms of nature and method. The statistical population of this research includes 15 experts with master's degree or higher, with at least 10 years of work experience in the relevant field, and managers and experts of small and medium companies in Mazandaran. Fuzzy Delphi method was used for review and prioritization.   Research findings In order to prioritize the factors and its components, the best-worst method (BWM) was used, and Lingo software was used for analysis. Effective factors include 1- infrastructure components (access to the Internet, electronic information storage, security systems and electronic payments), 2- Payment system (payment authorization, various customer payment methods, account settlement operations), 3- Knowledge and awareness (customer notification system, customer privacy consideration, company's response to customers' frequent questions), 4- Customer satisfaction (variety of products and advertisements, Company's seasonal auctions, timely delivery of goods, building trust). The results show that the prioritization of factors affecting the success of e-commerce, respectively, payment system, infrastructure, customer satisfaction, and knowledge and awareness gained the first to fourth rate of importance. Conclusion The current research was conducted with the aim of investigating and prioritizing factors affecting the success of e-commerce in small and medium-sized companies in Mazandaran province. The results of this research are in agreement with the results of Agheshlouei et al, (2023), Atimehr et al, (2022), Lobel Trong Thuy (2021), Emami Meibodi (2021), Jalali (2021), Himanshu & Aggarwal (2019), and Choshin & Ghaffari (2017). Agheshlouei et al, (2023) showed that, in addition to improving the business model of Sturwalder and Pignor, the presented business model gives entrepreneurs a better understanding of the elements of the business model and improves investment negotiations by creating convergence and a common understanding of business concepts between entrepreneurs and investors. Using this business model, entrepreneurs focus on the value proposition in addition to the technical details. According to the present research, the following suggestions are presented: Employees should be trained to use internet networks better Creation of documents management and databases for electronic storage and security of information Appropriate pricing according to competitors' prices and establishing cost management Investment and innovation in the use of e-commerce in small and medium enterprises Collecting customer information considering their privacy for their satisfaction Dealing with customer criticisms and analyzing them Evaluating the use of e-commerce

Abstract Abstract The aim of this study is to investigate the provision of a digital marketing model for real estate development from the perspective of builders and identifying the components and relationships between them. 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 all builders in the housing and real estate sector in Tehran province, selected using the available sampling method. Considering the unlimited population, 384 people were selected as a sample by non-probability random sampling with the Cochran formula. The collection tool in the present study includes a researcher-made questionnaire derived from the qualitative method. SPSS and PLS software were used to analyze the research findings. The research findings showed that causal factors affect the category, the category affects the strategy, contextual factors affect the category, intervening factors affect the category, contextual factors affect the strategy, intervening factors affect the strategy, and the strategy affects the outcome. Introduction The land and housing sector has always been one of the most important sectors of the Iranian economy. National accounts statistics show that a significant share of the GDP is related to the housing sector. Over the past decade, more than 20 percent of the country's liquidity has always been active in this sector. Also, estimates show that over the past three decades, about 34 percent of the liquidity entering the housing sector has entered the housing market with the motive of capital demand; and 60 percent with the aim of meeting consumer needs (Mahmoudiet al, 2017). The importance of the real estate market in the economy, especially in our country's economy, has led to the creation of the field of real estate marketing and the application of knowledge and supporting systems in this field. Real estate marketing has entered a new world in recent years, and activists in this field have used new methods in real estate marketing. This is due to the development and expansion of social networks and the creation of new marketing methods. On the other hand, one of the new tools in the field of marketing is the use of digital marketing. Digital marketing responds to changing consumer behavior everywhere by utilizing digital platforms such as social media and smartphones (Halik et al, 2021). Digital marketing refers to a broad range of practices that involve the use of digital communication channels such as websites, search engine marketing, digital advertising, social media, email, and mobile; to acquire, retain, and build relationships with customers. The need to examine the role of digital in marketing has recently been acknowledged (Kim & Moon, 2021), as the literature has largely focused on the growing interest of these companies in social media. While the focus in business models on relationship building suggests that they should benefit greatly from using digital marketing, the adoption of social media by these companies is limited (Juntunen et al, 2020). In small and medium-sized enterprises, despite evidence that business performance can be increased through digital marketing, the adoption of these practices remains low, and this is due to the reasons that are not well understood (Hassanzadeh Nayini et al, 2024). Therefore, the present study answers the question of the digital marketing model for real estate development from the perspective of developers, and identifies the components and relationships between them. Theoretical Framework Digital Marketing The term digital marketing has been referred to as a subset of marketing management and advertising management for two decades (Kannan, 2017). Digital marketing includes all the tools and activities used to market products and services on a digital platform (web, internet, mobile, or other (digital) tools) (Vaziri gohar & Abdolhosani, 2020). Housing Development One of the main discussions of urban development plans is the issue of housing production and development. The issue of housing in urban development plans includes a set of measures and policies that, with minimal cost and minimal interventions, lead to the creation of optimal living conditions in the urban space (Meshkini, 2019) and increase the condition of the durability and survival of the urban space in and around it (Habibi & Maghsoudi, 2019). Jafari Dehkordi et al, (2025) investigated the identification of customer knowledge management factors with a digital marketing approach in the banking system, and presented a model with a thematic analysis approach. The results showed that customer knowledge management with a digital marketing approach in the banking system should have features such as customer knowledge, knowledge management capabilities, implementation of digital banking marketing, training, and development of digital innovation. Finally, these results were classified into 12 basic themes, 4 organized themes and one comprehensive theme. It can be concluded that customer knowledge management in the banking system is a vital matter that provides effective communication and superior values ​​to customers using digital marketing methods. This approach not only improves the customer experience but also enhances the bank's relationships with customers and improves business performance. With the help of this approach, banks can achieve sustainable and competitive growth in the digital world. Amira & Nermine (2024) studied the impact of digital marketing on the consumer purchasing decision-making process in the Egyptian market. The findings show that email has a profound impact on consumer purchase decisions at two stages (post-purchase) and information research. In purchasing, the decision-making stage has a negative impact on customer decision-making. Mobile, as a digital marketing channel, has a negative impact on consumer decisions at all stages of the consumer purchase decision-making process in the Egyptian market. Also, retargeting has a great impact on consumer decisions at the evaluation stage. Then, information research needs to understand the purchase decision and post-purchase. Targeting is the most influential variable in the consumer purchase decision-making process. It can be seen that the most important impact on consumer decision is at the evaluation stage and this could be because the retargeting channel is directed towards a consumer who has previously searched for a product. 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 all builders in the housing and real estate sector in Tehran province, selected using the available sampling method. Considering the unlimited population, 384 people were selected as a sample by non-probability random sampling with the Cochran formula. The collection tool in the present study includes a researcher-made questionnaire derived from the qualitative method.  Research findings SPSS and PLS software were used to analyze the research findings. The research findings showed that causal factors affect the category, the category affects the strategy, contextual factors affect the category, intervening factors affect the category, contextual factors affect the strategy, intervening factors affect the strategy, and the strategy affects the outcome. Conclusion The present study aimed to provide a digital marketing model for developing real estate from the perspective of developers and to identify the components and relationships between them. The results of the present study are consistent with the results of Jafari Dehkordi et al, (2025), Amira & Nermine (2024), Moradi ziba et al, (2023), Belma et al, (2023), Bagheri Anilu et al, (2023), Gholipour Domyeh (2023), Małgorzata et al, (2022), Khosravilaghab et al, (2022), Goic et al, (2021), and Bagheri Anilu et al, (2023). Based on the research findings, the concept of digital marketing environment was selected as the central phenomenon. Causal conditions were placed in the form of four categories of innovation, optimal management, structural factors, and convenience; and six main categories including business strategies, educational strategies, innovative strategies, planning, and monitoring were selected as strategies. Intervening factors were identified in two groups of strengthening and weakening. Cultural factors, infrastructure factors, education, leadership style, and strategies were determined as the background and foundation factors of the digital marketing environment. Finally, the consequences of the factors affecting the digital marketing environment were determined at three levels: micro, medium, and macro. Based on the present study, the following suggestions are made:  Appropriate infrastructure should be considered for real estate development.  Environmental changes should be properly considered in the workplace.  Ecological goals should be properly achieved.  All employees should be properly trained on how to produce and use energy.  Investment should be made in economic sectors.  Investment should be made in the company's capacity building for the economy.  Attention should be paid to the natural capital in the company.  Time should be allocated to pay attention to the company's natural capital.  New technologies should be used in the company.

Abstract Abstract The aim of this research is to design a sustainable organizational citizenship behavior model in the country's banking system. The present research is applicable in terms of its purpose, and is an exploratory research. The statistical population of the research includes experts and employees experienced in working with organizational sustainability. The statistical sample is based on the unlimited nature of the community; and the sample size was calculated by the formula 5q<n<15q, and 384 people were selected. Sampling in this research is random, and the collection tool is a questionnaire. Data analysis was performed using SPSS and PLS software. The findings showed that the appropriate model of sustainable organizational citizenship behavior in the banking system is consistent with the paradigmatic model, including six main variables: causal conditions, background conditions, intervention conditions, strategies, consequences, and the central phenomenon; and has 18 indicators. The paradigmatic model of the research is presented based on the data-based theory strategy, which includes 5 indicators in the main variable of "causal conditions" and three sub-categories, individual factors, organizational factors. Organizational sustainable performance is a category of skills development in the main variable of "contextual conditions"; a category of sustainable tools and resources and the category of organization-oriented factors in the main variable of "intervening conditions"; sustainable organizational citizenship behavior in the main variable of "strategies"; and environmental transformational leadership in the main variable of "consequences", and the overall fit index (GOF) was obtained as 0.6534, which indicates a strong overall fit of the research model. Introduction Today, environmental issues and the sustainable development agenda have acquired international dimensions. This means that the challenge facing organizations at the global level is to adopt sustainable business practices. Organizations need to make efforts to incorporate sustainable concepts into their ethical philosophy and shape organizational citizenship behavior based on it (Widyastuti & Arif, 2017). In fact, just as a good citizen in civil society does not simply violate the law, nor does he simply obey like everyone else, but rather promotes more obligations and cultivates the feeling that he should be treated based on rights and respect (Rastegar et al, 2019). In the organization, one of the main factors that can improve the behaviors, attitudes, and interactions of employees to provide higher quality services is sustainable organizational citizenship behavior. Some studies have focused on the consequences of organizational citizenship behavior and have mentioned factors such as organizational performance, organizational effectiveness, organizational success, customer satisfaction, customer loyalty, social capital, etc. as these consequences (Hadjimarzban et al, 2022). The occurrence of these behaviors in service organizations is of particular importance; because the lifeblood of a service organization is its employees who are directly in contact with the customer. Unlike products, services are produced and consumed at the same time; service employees can be both producers and service providers. This aspect of services has led to a great deal of focus on the vital role of service employees in delivering quality services. Given that in service companies, especially in the banking system, there is a direct relationship between employees and customers, sustainable organizational citizenship behavior will have a great impact on the success of the organization (Tehrani et al, 2018). The lack of effective cooperation between human resources, marketing, and finance departments can lead to a decrease in the effectiveness of environmental and social programs, which can also be considered as an obstacle to the implementation of sustainable organizational citizenship behaviors between different departments of the bank (Kim & Park, 2019). To address these problems, banks should show a tendency towards sustainable organizational citizenship behaviors. These behaviors include compliance with laws and regulations, consideration for the interests of society, protection of employee rights, protection of the environment, and protection of customer privacy; which will lead to the promotion of a citizenship culture in the organization and facilitate interaction with other organizations and local communities. In fact, the important concept of sustainable organizational citizenship behavior is that the organization does not view individual voluntary behavior as part of its reward system. Although each of these behaviors may seem minor and insignificant when considered separately, promoting these behaviors throughout an organization can have a significant impact (Althnayan et al, 2022). Therefore, the research question is: What is the model of sustainable organizational citizenship behavior in the country's banking system? Theoretical Framework Sustainable Organizational Citizenship Behavior Sustainable organizational citizenship behavior can be defined as "individual and voluntary social behaviors that are not explicitly recognized by the formal reward system." These “individual and voluntary behaviors” include a variety of initiatives, such as sharing knowledge to prevent pollution in the workplace, suggesting solutions to reduce garbage, representing the organization at an environmental conference, and collaborating with the environmental department to implement green technologies. Although each of these behaviors may seem small and insignificant on its own, their sum can help to make a significant difference in the organization’s environmental performance (Boiral & Paillé, 2012). Nuringsi et al, (2024) investigated the path of sustainable citizenship behavior: A study in the literature of sustainable entrepreneurship education. In this study, seven main constructs were identified, including local government support, sustainable entrepreneurship orientation, sustainability values, sustainability attitude, opportunity recognition, sustainable entrepreneurship intention, and sustainable organizational citizenship behavior. A total of 56 indicators were identified to measure these seven constructs, which will be used as measurement tools in subsequent research. The findings of this study will be used as a basis for further research and development of entrepreneurship education. Jankelová et al, (2024) investigated the improvement of organizational citizenship behavior towards the environment. The findings showed that there is a direct relationship between instrumental environmental support of mayors and organizational citizenship behavior towards the environment of local management employees in municipalities. The mediation hypotheses of stakeholder demand and individual-organization fit were also confirmed. Also, the positive moderating effect of trust in the mayor was confirmed. The moderating effect of commitment to the mayor was not confirmed. These results increase our understanding of the mechanisms behind the additional role of employee behavior at the micro level in local contexts and provide new insights into the factors positively associated with these behaviors. Research Methodology The present research is applicable in terms of its purpose, and is an exploratory research. The statistical population of the research includes experts and employees experienced in working with organizational sustainability. The statistical sample is based on the unlimited nature of the community; and the sample size was calculated by the formula 5q<n<15q, and 384 people were selected. Sampling in this research is random, and the collection tool is a questionnaire. Research Findings Data analysis was performed using SPSS and PLS software. The findings showed that the appropriate model of sustainable organizational citizenship behavior in the banking system is consistent with the paradigmatic model, including six main variables: causal conditions, background conditions, intervention conditions, strategies, consequences, and the central phenomenon; and has 18 indicators. The paradigmatic model of the research is presented based on the data-based theory strategy, which includes 5 indicators in the main variable of "causal conditions" and three sub-categories, individual factors, organizational factors. Organizational sustainable performance is a category of skills development in the main variable of "contextual conditions"; a category of sustainable tools and resources and the category of organization-oriented factors in the main variable of "intervening conditions"; sustainable organizational citizenship behavior in the main variable of "strategies"; and environmental transformational leadership in the main variable of "consequences", and the overall fit index (GOF) was obtained as 0.6534, which indicates a strong overall fit of the research model. Conclusion The present study was conducted with the aim of designing a model of sustainable organizational citizenship behavior in the country's banking system. The results of this study are consistent with the results of Nuringsihet al, (2024), Jankelová et al, (2024), Yang et al, (2023), D'Arco & Marino (2022), Shafiei Jafarloo (2022), Ebadifar & Mesbahi (2022), Ghanbari & Ahmadi (2022), Setiadi & Arieftiara (2022), and Sabati (2022). Jankelová et al, (2024) showed that there is a direct relationship between instrumental environmental support of mayors and organizational citizenship behavior of local management employees towards the environment in municipalities. The mediation hypotheses of stakeholder demand and individual-organization fit were also confirmed. Also, the positive moderating effect of trust in the mayor was confirmed. The moderating effect of commitment to the mayor was not confirmed. These results increase our understanding of the mechanisms behind the additional role of micro-level employee behavior in local contexts and provide new insights into the factors positively associated with these behaviors. In line with the results obtained, it is suggested that: Variation in personal characteristics and psychological states of individuals can lead to different interpretations of data and results; and especially in qualitative studies, cognitive biases may lead to inaccurate results. These variables can be difficult to measure accurately, as they are strongly influenced by organizational culture and individual experiences, which leads to inhomogeneity in the data.

Abstract Abstract The aim of the present study is to design a consumer behavior model of pregnant mothers in choosing a specialist doctor. The research method is applicable in terms of its purpose, and mixed (qualitative-quantitative) in terms of its implementation method. The statistical population of the study in the qualitative part includes 20 pregnant mothers from the middle and upper classes of Mashhad, experienced their first pregnancy, selected by snowball sampling method. The quantitative statistical population includes 384 pregnant mothers selected as samples by a purposive and judgmental sampling method. Data collection in the qualitative part was carried out through semi-structured interviews and in the quantitative part, a researcher-made questionnaire. For analysis in the qualitative part, phenomenological analysis with a Claise approach was used for text data analysis, and in the quantitative part, SPSS and Lisrel software were used. The results of the qualitative part of the research showed that 45 codes were identified in the form of 18 sub-themes and 9 themes, which include the characteristics of the gynecologist, introducing friends and acquaintances, dynamism at work, having hardware and equipment, insurance and salary laws, physician up-to-dateness, criterion-centeredness, gaining positive relationships with patients, and development-centeredness. The results of the quantitative part showed that the personal characteristics of the physician affect the consumer behavior of pregnant mothers in choosing a gynecologist. The way the physician provides medical services affects the consumer behavior of pregnant mothers in choosing a gynecologist. The characteristics of the relationship between the physician and the patient affect the consumer behavior of pregnant mothers in choosing a gynecologist. Introduction The concept of mental involvement plays an important role in interpreting today's consumer behavior. Evidence of this claim is numerous studies that have examined the relationship between purchasing and consumption decisions and consumer mental involvement. The importance of examining the concept of mental engagement lies in its function as a motivational force that can describe different stages in the consumer decision-making process, such as the extent of information search, the duration of the decision-making process, the formation of beliefs, attitudes, and opinions, as well as behavioral consequences such as different search behaviors, brand switching, brand commitment, brand loyalty, repeated product use, and shopping enjoyment (Vazgazi Doost & Memarian, 2014). Information seeking behavior is a set of activities that an individual performs to satisfy his or her information needs. The type of information and cognitive need that an individual obtains from his or her information needs affects his or her search methods, or in other words, his or her information seeking behavior. One of the most important information needs of individuals in everyday life is information needs related to health (Amanda et al., 2021). The set of activities that are carried out to meet these types of needs is known as health information seeking behavior. Acquiring information seeking skills in the field of health, also referred to as health information seeking behavior, is considered one of the important skills in the field of searching and retrieving useful health information. Health information seeking behavior is the purposeful behavior of individuals to satisfy health information needs and indicates how they search, find, and use information related to diseases. Much research has been conducted in order to understand the information needs in the field of health and the health information seeking behaviors of individuals. Over the past 2 decades, research related to health information seeking behavior has been pursued in several areas related to health. Among the important research areas in the field of health are issues related to women, pregnancy, and related fields. In this regard, research has been conducted in the field of health information seeking behaviors and health information needs related to pregnancy, most of which have been conducted in Western countries (Seyyed Hossini et al., 2022). Pregnancy is the most sensitive and important stage of women's lives. Although it is a natural condition, pregnancy is considered a vulnerable and stressful period in a woman's life. An experienced obstetrician and gynecologist plays an important role in the lives of women, especially pregnant mothers, especially when the pregnant mother is expecting the birth of her child in the last days of this sensitive period. In fact, in such circumstances, the obstetrician and gynecologist can help the pregnant mother in family planning and provide appropriate ways to diagnose her body's diseases, treat them, and many other problems (Fischer et al., 2015). Therefore, this study seeks to answer the question: What is the consumer behavior pattern of pregnant mothers in choosing a specialist doctor? Theoretical framework Pregnancy Pregnancy is a natural phenomenon, and the various changes that occur in all body parts are intended to adapt and prepare the mother's body for pregnancy so that the fetus grows well in the mother's womb, the mother passes the 9-month pregnancy period safely, and gives birth to a healthy fetus (Foraty et al., 2019). Information-seeking behavior Health information-seeking behavior is the purposeful behavior of individuals to satisfy their health information needs and indicates how they search, find, and use information related to diseases (Jung, 2014). Consumer behavior The customer's perception of the ease of using services affects the customer's overall evaluation of the services, as well as their satisfaction, service value, understanding, trust, and loyalty. The importance of each dimension of ease of use of services in different types of services varies according to the type and taste of the customer. Customers who value saving time place greater importance on ease of use of services. Service providers also aim to increase the positive output that the customer receives. One of these positive outcomes is satisfaction. It can be said that there is a positive relationship between customer satisfaction and behavioral intentions (Ahmadi, 2018). Consumer Lived Experience The lived experience originates from the phenomenological concept and is rooted in the active approach to cognition. As such, the active and passive lived experience appears to be holistic, complex in timing, and somewhat pre-reflexive (Dieumegard et al., 2022(. The lived experience of pregnant mothers Adapting skills appropriate to the needs of clients to receive health care in an economically viable way is an important tool to achieve these goals. In the field of healthy reproductive care, ensuring, maintaining and promoting maternal health during pre-pregnancy, pregnancy, reducing infant and maternal mortality, identifying high-risk cases and paying special attention to them, predicting and preventing pregnancy complications, and preparing parents for childbirth are important goals of care provided to mothers (Homer et al., 2019). Johnson et al. (2021) examined important criteria in choosing a gynecologist among Lebanese women. The results showed that key factors in choosing a doctor included the quality of consultation (such as professionalism, empathy, communication skills), the doctor's reputation (recommendation from others, presence in the media), ease of access (proximity to the office, reasonable cost), the doctor's educational background and experience, physical characteristics (gender, appearance, office design), and preference for a female doctor. Also, multivariate analyses showed that the demographic characteristics of the patients affected the importance of these factors. Safaei et al. (2022) investigated the identification of the components of patient trust in the doctor and understood how to improve patients' "trust" in doctors. The results of this study showed that patient trust in the doctor is a complex, two-way relationship influenced by a variety of components. According to the findings of this study, the trust-building factors of the patient-doctor relationship were classified into three macro-levels (social-cultural), intermediate level (legal-moral), and micro-level (professional-specialized, individual-psychological). In addition, the subcategories or subcomponents of this study include "social trust, social satisfaction, cultural education, management and treatment environment, legal rights, ethical principles, treatment and health facilities, confidentiality, scientific ethics, legal rights, ethical principles, professional commitment to confidentiality, clinical-specialized knowledge, verbal-communication skills, credibility, patient awareness and treatment experience, and demographic variables." Research Methodology The research method is applicable in terms of its purpose, and mixed (qualitative-quantitative) in terms of its implementation method. The statistical population of the study in the qualitative section includes 20 pregnant mothers from the middle and upper classes of Mashhad experienced their first pregnancy, by snowball sampling method. The quantitative statistical population includes 384 pregnant mothers selected as samples using purposive and judgmental sampling methods. Data collection in the qualitative section was carried out through semi-structured interviews and in the quantitative section, a researcher-made questionnaire. Research findings For the qualitative analysis, phenomenological analysis with the Claise approach was used to analyze textual data, and for the quantitative part, SPSS and Lisrel software were used. The results of the qualitative research showed that 45 codes were identified in the form of 18 sub-themes and 9 themes, which include the characteristics of a gynecologist, introducing friends and acquaintances, dynamism at work, having hardware and equipment, insurance and salary laws, physician up-to-dateness, criterion-centeredness, establishing positive relationships with patients, and development-centeredness. The results of the quantitative research showed that the personal characteristics of the physician affect the consumer behavior of pregnant mothers in choosing a gynecologist. The way the physician provides medical services affects the consumer behavior of pregnant mothers in choosing a gynecologist. The characteristics of the relationship between the physician and the patient affect the consumer behavior of pregnant mothers in choosing a gynecologist. Conclusion The present study was conducted with the aim of designing a consumer behavior model of pregnant mothers in choosing a specialist physician. The results of this study are consistent with the results of Hosseini et al. (2022), Siavoshi et al. (2022), Mohammadi & Didekhani (2023), Akbarilakeh & Shouaybi (2021), Kohbor et al, (2021), Foraty et al. (2020), Hajifoghaha et al. (2019), Anjarani et al. (2023), and Shen et al. (2022). Najmabadi et al. (2025) showed that artificial intelligence technology can pave the way for the development of cognitive, emotional and social skills in learners by providing smart learning environments, content personalization, the possibility of rapid feedback and strengthening teacher-student interaction. On the other hand, challenges such as the lack of appropriate infrastructure in many schools, inequality in access to technology, weak technical knowledge of teachers, ethical concerns in collecting and analyzing personal data, and lack of localized educational resources are considered obstacles to the effective use of this capacity. The prospective analysis of this article indicates that artificial intelligence if properly managed, developing ethical frameworks, and empowering human resources, can play a role as a powerful tool in improving the quality of skill-based education. Considering the results obtained, it is suggested that attention be paid to the aspects, dimensions, and type of participation of gynecologists in creating consumer behavior of pregnant mothers in choosing a doctor.

Abstract Abstract
The purpose of this research is to provide a model of customer satisfaction with non-attendance services in the social security organization. The current research is applicable-developmental in terms of purpose; and descriptive-analytical based on the method. The statistical population of the present study includes the customers of Khorasan Razavi Social Security Organization, which was considered to be 384 people by Cochran's formula, and simple random sampling method was used. The collection tool in this research includes a researcher-made questionnaire derived from the qualitative method. The variable of customer satisfaction with non-attendance services includes 4 dimensions of infrastructures, culture building, reforming structures, and creativity and innovation. The reliability of the research was checked and confirmed by Cronbach's alpha criterion in SPSS software. Lisrel software was used to fit the conceptual model of the research. Confirmatory factor analysis was performed to confirm the final research model. The findings of the research showed that the research model has a suitable fit with the collected data. Also, in order to improve the fit indices of the model, the suggested terms in accordance with the research literature were used, and finally the research model was approved.
Extended Abstract                                          
Introduction
Today, with the invention of new ways to communicate with customers, new communication and electronic methods and sciences related to information technology should also be used. Because, instead of using traditional communication methods, new information technology and advanced electronic communication methods can be used, which will bring about important changes in the field of information and communication technology and the creation of electronic organizations and governments, expanding the influence of the Internet throughout the world, and the emergence of various internet bases and extensive social networks and new media, the production of advanced software, the development of blogs, electronic publications. In this way, a suitable background can be provided for the development and diversification of service delivery methods (Iglesias et al, 2017). With the ever-increasing expansion of the field of e-commerce, the speed of providing services to customers and the quality of services have also increased, causing companies to have more control over quality components to ensure the accuracy and timeliness of delivery of goods and to be able to respond to the growing needs of customers and satisfy them (Zalkani Andarvar, 2021). Diyanti et al, (2021) state that the satisfaction felt by customers is a comparison of the expectations created by customers about the reliability of the performance that a company can provide. According to Permana & Djatmiko (2018), customer satisfaction is a summary of different intensities of emotional reactions that come from a limited time and duration, and target the basic aspects of the consumption of a product. From the above statement, it can be concluded that consumers have a good evaluation of the service and performance of the product for the satisfaction they get from buying a product or provide services they feel (Nabila et al, 2023). Therefore, the researcher is trying to answer the question: what is the customer satisfaction model of non-attendance services in the social security organization?
Theoretical Framework
Customer satisfaction
Teso & Vilton (1899) define satisfaction as: the reaction of customers to evaluate the perceived difference between the previous expectations or to some extent the ideal performance and the actual performance of the product, which is perceived after consumption. Customer satisfaction is defined as the result of an effective evaluation of a benchmark compared to perceived performance in practice. In other words, if the perceived performance meets expectations, satisfaction has been achieved (Shahab Far, 2017).
Non-attendance services
It means services that a person can do at any hour of the day and night through the Internet, without referring to the organization (Bidmon, 2016).
Mirzaee Azandariani & Arya (2022) investigated 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 Sheipur platform in Iran). The findings of the research showed that ease of use has a positive and indirect effect on the intentions of brand loyalty with the mediating role of customer satisfaction. Perceived usefulness has a positive and indirect effect on the intentions of brand loyalty with the mediating role of customer satisfaction, and entertainment aspect has a positive and indirect effect on the intentions of brand loyalty with the mediating role of customer satisfaction, and the sense of belonging to the society for a society has a positive and indirect effect on the intentions of brand loyalty with the mediating role of customer satisfaction, and the credibility of the seller on the intention and brand loyalty intentions have a positive and indirect effect as a mediator of customer satisfaction, and knowing the third party has a positive and indirect effect on brand loyalty intentions as a mediator of customer satisfaction.
Deylami Moezzi (2021) investigated the presentation of a structural model of the role of brand love in the impact of marketing stimuli on customer satisfaction. The findings of the research indicated that the components of marketing stimuli (product stimulus, pricing stimulus, distribution stimulus, and promotion stimulus, respectively), had the greatest effect on customer satisfaction. The results of the research showed that marketing stimuli have a direct and indirect effect on customer satisfaction. Love for the brand plays a mediating role in the effect of the elements of marketing stimuli on customer satisfaction.
Research methodology
The current research is applicable-developmental in terms of purpose; and descriptive-analytical based on the method. The statistical population of the present study includes the customers of Khorasan Razavi Social Security Organization, which was considered to be 384 people by Cochran's formula, and simple random sampling method was used. The collection tool in this research includes a researcher-made questionnaire derived from the qualitative method. The variable of customer satisfaction with non-attendance services includes 4 dimensions of infrastructures, culture building, reforming structures, and creativity and innovation.
Research findings
SPSS software was used to analyze the data of this research, and Lisrel software was used to fit the conceptual model of the research. Confirmatory factor analysis was performed to confirm the final research model. The findings of the research showed that the research model has a suitable fit with the collected data. Also, in order to improve the fit indices of the model, the suggested terms in accordance with the research literature were used, and finally the research model was approved.
Conclusion
The current research was conducted with the aim of providing a customer satisfaction model of non-attendance services in the social security organization. This research is consistent with the results of Mirzaee Azandariani & Arya (2022), Deylami Moezzi (2021), Katja et al, (2020), Feng et al, (2020), OriolI et al, (2019), LuisArditto et al, (2019), Rita et al, (2019), Suri (2020), and Ehsani (2020). Suri (2020) showed that there is a significant positive relationship between the quality of electronic services with website design and customer service. In addition, the existence of a significant positive relationship between the quality of electronic services and the security of privacy and the fulfillment of services was also confirmed. Other research results show the impact of electronic service quality on customer satisfaction and trust. According to the results, it can be concluded that in order to increase profitability,, companies can achieve the goal of making customers loyal faster by investing in customer satisfaction and increasing their satisfaction with electronic services.
Based on the results of the research, it is suggested that by creative management of knowledge and innovative application, the organization can enable employees to rely on their experiences in organizational issues that require new solutions and help the organization as it grows on the learning path. Innovation is recognized as an important factor in enabling companies to maintain perceived customer value and maintain competitive advantage in a highly complex and rapidly changing environment. Innovation is the key factor in the success or failure of organizations in the field of competition and the main source of competitive advantage. However, with the increasing opportunities offered by technology and artificial intelligence, digital assistants can create favorable outcomes for Social Security clients with new services.

Abstract Abstract The purpose of this research is to design supply chain scenarios and examine how it affects the relevant variables in the National Company of Southern Oil-bearing Regions. The method of this applicable research is qualitative, and analytical-survey in terms of the method of data collection. Fuzzy Delphi was used to collect information. The statistical population of the research includes the collection of experts working in the procurement and goods affairs department of the National Company of Southern Oil-bearing Regions, selected by judgmental sampling method, and the most knowledgeable people, as many as 14 persons, were selected as members of the statistical sample. Questionnaires and interviews were used to obtain primary data. The research questionnaire includes 50 components in 5 paradigms of resilience, lean, agility, knowledge management, and jihadi management. Delphi method and Kendall's correlation coefficient were used for the validity of the questionnaire, and Cronbach's alpha method was used to calculate the reliability of the research questionnaire. Analysis of the research data carried out by the Rizad scenario. Three supply chain scenarios were designed in order to investigate how they affect the relevant variables, as follows: increasing shipping capacity, increasing the volume of orders, and reducing the time of sending orders. The results of the surveys showed that the excessive increase in the sending capacity, the increase in the volume of orders, and the decrease in the time of sending the orders will have their own positive and negative results, which the creation of a favorable and optimal situation based on the various outputs of the model will be fruitful in the context of adopting the organization's policy. Extended Abstract                                           Introduction Today, in the global economy, fierce competition among companies has caused them to operate in conditions of uncertainty; as a result, they face high risks. Risks have negative effects on the supply chain of companies and can lead to profitability and competitive advantage (Ravanestan et al, 2017). The supply chain can be defined as a chain that connects different actors from the customer to the supplier through production and services, in which the flow of materials, information, and finance are effectively managed to meet business needs (Jafarnjad & Mohseni, 2015). Therefore, it is necessary for organizations and companies to achieve the desired result in order to smooth the production and remove obstacles in this wide range of global competition market activities, to implement a new approach to their production management and operations, which is the implementation of resilient supply chain management. Strengthening the supply chain can significantly reduce its vulnerability to various types of risk (Yuan et al, 2010). In the meantime, one of the largest companies in Iran and the world is the National Company of Southern Oil-bearing Regions, which currently incurs a lot of expenses for the country, especially in the supply of goods and materials, due to its large income. It faces many problems, including the lack of a supply chain view, lack of responsiveness and customer satisfaction, slow speed, high cost, large and inefficient storage, etc. (Shishehbori & Shojaei, 2022). Therefore, in this research, we decided to design and examine the scenarios of the supply chain and how it affects the relevant variables in the National Company of Southern Oil-bearing Regions. Therefore, in this research, the researcher intends to answer the basic question: what are the scenarios of the supply chain and how they affect the relevant variables in the National Company of Southern Oil Regions? Theoretical Framework Supply chain A supply chain is defined as a set of related organizations that work together to control, manage, and improve the flow of materials, products, services, and information from the point of origin to the point of delivery (the final customer) to satisfy customer needs at the lowest possible cost to all members (Rezaian fardoie et al, 2023), and supply chain management includes a set of systematic internal and external activities of a company that organizes and directs all business processes within the supply chain in a codified manner and with a holistic view, and its goal is to optimize those processes with minimum costs and maximum efficiency (Mirshekar et al, 2022).  Karimi et al, (2022) investigated the effect of strategic supply chain management on the performance and orientation of the supply chain by analyzing the mediating role of resilience. The results showed: 1- strategic supply chain management has a significant direct effect on the direction of the supply chain, 2- strategic supply chain management has a significant indirect effect on the direction of the supply chain (through the agility and strength of the chain), 3- Strategic supply chain management does not have a significant direct effect on supply chain performance, 4- Strategic supply chain management has a significant indirect effect on supply chain performance (through agility and chain strength), 5- Chain agility plays a significant mediating role in the relationship between strategic management of the supply chain, and the performance and direction of the chain. 6- The strength of the chain has a significant mediating role in the relationship between the strategic management of the supply chain and the performance and orientation of the chain. Ramezani et al, (2022) in a research entitled "Designing a closed-loop supply chain of perishable products: a scenario-based two-stage stochastic planning approach" used discrete scenarios for scenario creation and assumed that the probabilities and the conditions of each scenario are predetermined. Finally, they performed sensitivity analysis on key parameters to check changes on costs.  Research methodology The method of this applicable research is qualitative, and analytical-survey in terms of the method of data collection. Fuzzy Delphi was used to collect information. The statistical population of the research includes the collection of experts working in the procurement and goods affairs department of the National Company of Southern Oil-bearing Regions, selected by judgmental sampling method, and the most knowledgeable people, as many as 14 persons, were selected as members of the statistical sample. Questionnaires and interviews were used to obtain primary data. The research questionnaire includes 50 components in 5 paradigms of resilience, lean, agility, knowledge management, and jihadi management. Delphi method and Kendall's correlation coefficient were used for the validity of the questionnaire, and Cronbach's alpha method was used to calculate the reliability of the research questionnaire. Research findings Analysis of the research data carried out by the Rizad scenario. Three supply chain scenarios were designed in order to investigate how they affect the relevant variables, as follows: increasing shipping capacity, increasing the volume of orders, and reducing the time of sending orders. The results of the surveys showed that the excessive increase in the sending capacity, the increase in the volume of orders, and the decrease in the time of sending the orders will have their own positive and negative results, which the creation of a favorable and optimal situation based on the various outputs of the model will be fruitful in the context of adopting the organization's policy. Conclusion The current research was conducted with the aim of designing supply chain scenarios and investigating how it affects the relevant variables in the National Company of Southern Oil-bearing Regions. The results of this research are in agreement with the findings of researchers such as Samiei et al, (2023), Ramezani et al, (2022), Khan et al, (2022), Karimi et al, (2022), Piya et al, (2022), Kazancoglua et al, (2022), Juan et al, (2022), Momeni & Zereshki (2021), Shafaghizadeh et al, (2021), Malmir et al, (2020), and Haghighatpanah et al, (2019). (Karimi et al, 2022) in the results of their investigations showed that 1- strategic supply chain management has a significant direct effect on supply chain orientation, 2- strategic supply chain management has a significant indirect effect on supply chain orientation (through the agility and strength of the chain), 3- strategic supply chain management does not have a significant direct effect on the performance of the supply chain, 4- strategic supply chain management has a significant indirect effect on the performance of the supply chain (through the agility and strength of the chain), 5- Chain agility has a significant mediating role in the relationship between supply chain strategic management and chain performance and orientation. 6- The strength of the chain has a significant mediating role in the relationship between the strategic management of the supply chain and the performance and orientation of the chain. According to the results of the research, the following suggestions were presented: An excessive increase in the sending capacity, an increase in the volume of orders, and a decrease in the time of sending orders will have their own positive and negative results, and the creation of a favorable and optimal state based on the various outputs of the model will be very fruitful in the context of adopting the organization's policy, so it is suggested by increasing the sending capacity, it will partially help to improve the efficient management of the supply chain, and its unnecessary increase can cause excess capacity and waste of resources. By simulating the system, it is possible to achieve its optimal level by parametrically changing this variable, and it can be continuously monitored and re-evaluated over time. It is suggested to ensure the accumulated amount of confidence, the capacity of the organization's warehouses, and the limitation of resources.

Abstract Abstract The aim of this research is to model the factors affecting the profit response coefficient of companies by combining behavioral finance components using the structural equation method. This research is applicable in terms of its purpose, descriptive-correlational in terms of collecting data, and with a survey method. Using data from 153 companies listed on the Tehran Stock Exchange during the period 2013 to 2022 and through the structural equation modeling method, the factors affecting the profit response coefficient were identified and ranked. The results of the research showed that the financial condition and performance factor with a path coefficient of -0.19, the capital market condition and performance factor with a path coefficient of 0.167, and the investment environment factor with a path coefficient of 0.12 have a significant effect on the profit response coefficient at the 0.05 error level. Accordingly, the structures of earnings per share, financial leverage, information asymmetry, market index return, inflation rate, free float shares, stock turnover rate and stock trading frequency were identified as structures affecting the profit response coefficient. Among the aforementioned structures, the absolute value of the coefficients of the structures showed that the inflation rate has the highest, and earnings per share has the lowest impact on the profit response coefficient. Introduction In investment activity, investors need information to make decisions. The required information can be seen in the company's published financial reports. Financial reports are an excellent tool for obtaining information about the company's financial status and performance. One of the financial statement information used in decision-making is the company's profit. Profit is a comprehensive element for evaluating the overall performance of the business unit (Azizi et al, 2016). Agency theory (Jensen & Meckling, 1976) states a relationship between the owner (the principal) and the delegation of authority and decision-making to management (the agent) to optimize profits. There are opportunities for disagreement between the two sides of this relationship, which leads to information asymmetry. Information asymmetry occurs when a management (agent) has more information about the company's situation and prospects than the owner (principal) (Baroroh et al, 2022). Therefore, information asymmetry occurs when two parties to a contract or transaction have access to different information. Signaling theory is generally useful for explaining the behavior of individuals when two parties have different access to information. According to signaling theory, information asymmetry can be reduced when one party (the sender) chooses what information to send and how to send it (signal), and the other party (the receiver) must choose how to interpret the signal (information) (Nurfadilah et al, 2023). One tool that can be used to measure investor reaction to accounting earnings information is the earnings response coefficient. The earnings response coefficient is an estimate of the changes in a company's stock price as a result of the company's earnings announcement to the market. The earnings response coefficient is another measure of abnormal returns observed in response to unexpected elements of earnings reported by the company. In other words, the earnings response coefficient measures the sensitivity of stock markets to earnings reports through the regression slope coefficient between abnormal returns and unexpected earnings (ViDiat Moko & Indarti, 2018). The importance of research on the earnings response coefficient primarily stems from the need to increase the trust of company shareholders in the disclosure of accounting information, which allows them to make informed decisions about investing in stocks. Therefore, the main goal of this research is to model the factors affecting the earnings response coefficient of companies by combining behavioral finance components in the Iranian stock market. Considering the above, the researcher tries to address the main question of how to model the factors affecting the earnings response coefficient of companies by combining behavioral finance components using the structural equation model. Theoretical Framework Corporate Earnings Response Coefficient One of the tools that evaluate the quality of earnings is the earnings response coefficient. The earnings response coefficient is significantly related to earnings or the responsiveness of the information interpreted or contained in earnings. The earnings response coefficient is another measure of abnormal returns observed in response to unexpected elements of earnings announced by a company that publishes its earnings report. In other words, the earnings response coefficient measures the sensitivity of stock markets to earnings reports through a regression slope coefficient between abnormal returns and unexpected earnings (Nurfadilah et al, 2023). Behavioral Finance Components Investor behavior to buy stocks is influenced by the availability of information that can be used in stock valuation. However, there is still doubt whether the availability of this information, namely earnings information, has been well received by investors. Earnings quality can be shown as the ability of earnings information to respond to the market. In other words, reported earnings have the power to respond. Strong market reaction to earnings information is reflected in a high earnings response coefficient, which indicates that the earnings are reported with quality (Paramita, 2020). Adib Fard & Khan Mohammadi (2024) investigated the effect of management ability on earnings response coefficient considering the role of information asymmetry. The research hypotheses were tested based on a statistical sample of 164 companies over a 10-year period from 2012 to 2021 using multivariate regression models with mixed data. The results indicate a positive effect of management ability on earnings response coefficient; However, the results showed that increasing the difference between the bid and ask price as a measure of information asymmetry leads to the adjustment of this relationship, in a way that weakens the effect of management ability on the real profit response coefficient. Ramineh (2024) examined the effect of conditional conservatism and comparability of financial statements on the profit response coefficient. The statistical population of the study is companies listed on the Tehran Stock Exchange and the sample under study includes 152 companies listed during the years 2018 to 2022. The results obtained from data analysis show that the comparability of financial statements has a positive and significant effect on the profit response coefficient, and conditional conservatism has a positive and significant effect on the profit response coefficient. Research Methodology This research is applicable in terms of purpose, descriptive-correlational in terms of data collection, and with survey method. Using data from 153 companies listed on the Tehran Stock Exchange during the period 2013 to 2022, and through the structural equation modeling method, the factors affecting the earnings response coefficient were identified and ranked. Research findings SPSS software and structural equations were used to analyze the data. The results of the research showed that the financial condition and performance factor with a path coefficient of -0.19, the capital market condition and performance factor with a path coefficient of 0.167, and the investment environment factor with a path coefficient of 0.12 have a significant effect on the earnings response coefficient at the 0.05 error level. Accordingly, the structures of earnings per share, financial leverage, information asymmetry, market index return, inflation rate, free float shares, stock turnover rate, and stock trading frequency were identified as structures affecting the earnings response coefficient. Among the aforementioned structures, the absolute value of the coefficients of the structures showed that the inflation rate has the highest and earnings per share has the lowest effect on the earnings response coefficient. Conclusion The present study aimed to model the factors affecting the profit response coefficient of companies by combining behavioral finance components using the structural equation model. The results of this study are consistent with the results of Adib Fard & Khan Mohammadi (2024), Ramineh (2024), Ahmadi Olyaee (2023), Zareian Kalkhouran & Zareian Kalkhouran (2023), Hajannejad et al, (2022), Kordestani & Abdoli (2022), Bahaghighat & Rezaei (2018), Sandy & Mulya (2024), Kim et al, (2023), Elviani et al, (2022), Niswah et al, (2022), Sun et al, (2021), Awawdeh et al, (2020), and Wijaya et al, (2022). Sandy & Mulya (2024) showed that high earnings quality attracts high investor sentiment in stock trading; good news is quickly processed in the price and the price increases in a short period, while bad news can also lead to price corrections and investor sentiment. Also, a positive relationship was observed between return on equity and earnings reaction coefficient, which strengthens investor sentiment in this relationship. According to the research results, the following suggestions are made: It is suggested that actual and potential investors pay attention to earnings per share and financial leverage as indicators of company performance results at the time of earnings announcement, in order to predict the market reaction to unexpected earnings, as well as the percentage of free float shares and the stock turnover rate and the frequency of stock trading as indicators of the atmosphere prevailing in stock trading in the market, as factors affecting the earnings reaction coefficient.

Abstract Abstract
The purpose of this research is to provide a model of purchase intention and experience of customer on customer behavior in virtual networks. The current research is applicable in terms of purpose, and descriptive-survey in terms of nature and method. The statistical population of the present study includes the customers of the stores of Afogh Korosh who bought from these stores in 2022 during one month (June), which was considered to be 384 people using Cochran's formula. Sampling is random, and a multi-stage cluster type. The collection tool in this research includes a questionnaire of purchase intention pattern based on customers' experience in designed virtual networks. Data analysis was done through SPSS and SMART PLS software. The effect of mindfulness and customer experience (respect for the customer, importance of time, banking operation research, customer value culture, modern technology, offering facilities, enjoyment, queuing system, environment coloring, and excellent situation) on the satisfaction, loyalty and trust of customers was proved. The results showed that the aspects of purchase intention and customer experience through effecting on customer behavior leads to better understanding of mindfulness and experimental factors among banking systems, and can increase satisfaction, loyalty and also trust among customers of Afogh Korosh store. Also, the research model has a good fit.
Extended Abstract                                          
Introduction
With the powerful development of the Internet, web and mobile applications; customers get a wide range of options to choose their desired products and services (Duarte et al, 2018). Meanwhile, one of the emerging aspects, especially in our country, in this field is the emergence of online stores (Rasuli et al, 2018). Maintaining a high level of online shopping convenience has become a strategic driving force for online retailers to promote and maintain customer loyalty (Duarte et al, 2018). Despite the many advantages of online stores that have been mentioned, the problem here is that when a customer visits and intends to buy from an online store, he is not faced with a real seller and a real store, but with an online website and virtual store that presents information about his product and invites the customer to buy these products (Rasuli et al, 2018). An online marketplace focuses on capturing the needs of specific consumers and offers various possibilities for online retailers to advertise their products or services. To maintain a presence in the market, customer needs must be precisely understood. This understanding helps the market to improve service quality, trust and customer engagement to increase customer satisfaction and encourage the desire to buy more. (Putri et al, 2023). Practitioners need to better understand the factors that improve the relationship between consumers and online retailers, and increase revenue and profits. Increasing competition in the market has forced businesses to develop a stronger relationship with their customers, which positively affects their repurchase decisions (Antwi, 2021). Therefore, the researcher is trying to answer the question: how does the presentation of the model of purchase intention and customer experience affect the behavior of customers in virtual networks?
Theoretical Framework
Intention to buy
Repurchase intention refers to the repeat purchase of a particular brand by a customer after using the same brand, or the customer's belief in continuing to buy from a particular company in the future (Bulut, 2015).
 
Customer experience
 Chen & Yang (2021) in their research define customer experience as the dominance of online customers on customer interactions and the environment of service employees, policies and sales processes, in which the higher the customer experience, the greater the increase in business performance in e-commerce. (Anifa, 2022).
Customer Satisfaction
 Mirzaee Azandariani & Arya (2022) define satisfaction as follows: Customers' reaction to evaluate the perceived difference between prior expectations or to some extent ideal performance and the actual performance of the product, which is perceived after consumption. Customer satisfaction is defined as the result of an effective evaluation of a benchmark compared to perceived performance in practice. In other words, if the perceived performance meets expectations, satisfaction has been achieved (Shahab Far, 2017).
Customer loyalty
Loyalty is a strong deep commitment created for stable and continuous repurchase of a preferred product or service in the future, while there are situational influences and competitors' marketing efforts to change the customer's use towards another product or service (Wolter et al. et al., 2017).
Customer trust
Trust refers to all the skills that customers have and all the decisions made by customers to achieve a goal (Aziziyah, 2020).
Kim & Park (2023) conducted a research on the influence of virtual influencers' attractiveness on purchase intention: a product moderated mediation model. The findings showed that the attractiveness of virtual influencers is not directly related to purchase intention. However, imitative desire and brand attachment mediated this relationship. In addition, the conditional direct effect of virtual influencers' attractiveness on purchase intention was partially supported while the indirect effects were moderated by imitative desire and brand attachment by product-endorser fit.
Tang (2023) conducted a research on empowering digital marketing with interactive virtual reality in interior design: effects on customer satisfaction and behavioral intention. The results showed that the above factors positively affect customer satisfaction with a digital platform empowered by the internal design of the IVR. It was found that the quality of information has the greatest impact among these three factors. Although many researchers have conducted in-depth research on digital marketing, existing research lacks a consumer perspective to examine the factors that most influence consumers. In addition, relatively little work has been done to determine customer perceptions of a digital marketing approach using virtual interior design and its interactive features. Therefore, a theoretical model for interactive virtual interior design features for digital marketing is proposed.
Research methodology
The current research is applicable in terms of purpose and descriptive-survey in terms of nature and method. The statistical population of the present study includes the customers of the stores of Afogh Korosh who bought from these stores in 2022 during one month (June), which was considered to be 384 people using Cochran's formula. Sampling is random, a multi-stage cluster type. The collection tool in this research includes a questionnaire of purchase intention pattern based on customers' experience in virtual networks.
Research findings
Data analysis was done through SPSS and SMART PLS software. The effect of mindfulness and customer experience (respect for the customer, importance of time, banking operation research, customer value culture, modern technology, offering facilities, enjoyment, queuing system, environment coloring and excellent location) on the satisfaction, loyalty and trust of customers was approved. The results showed that the dimensions of purchase intention and customer experience with the effect on customer behavior on better understanding of mindfulness and experimental factors among banking systems can increase satisfaction, loyalty and also trust among customers of Afogh Korosh store. Also, the research model of It has a good fit.
Conclusion
The current research has been conducted with the aim of providing a model of purchase intention and customer experience on customer behavior in virtual networks. The results of this research are aligned with the results of Kim & Park (2023), Tang (2023), Rusta et al, (2023), Kautish et al, (2023), Asgari & Naghdi (2021), Kosa & Uysal (2021), Boak (2021), Golalizadeh et al, (2023), Poursalimi & Bayat (2022), Pakrovan et al, (2022), Torkrar et al, (2022), Kazemi et al, (2021). Tang (2023) showed that the above factors positively affect customer satisfaction with a digital platform empowered by the internal design of the IVR. It was found that the quality of information has the greatest impact among these three factors. Although many researchers have conducted in-depth research on digital marketing, existing researches lack a consumer perspective to examine the factors that most influence consumers. In addition, relatively little work has been done to determine customer perceptions of a digital marketing approach using virtual interior design and its interactive features. Therefore, a theoretical model for interactive virtual interior design features for digital marketing is proposed.
According to the results of the research, the following suggestions are presented:
1- Increasing electronic services on the store's website and application in order to create more satisfaction and motivation in customers and repeat purchases.
2- Creating this mentality in customers that they will have more benefit to buy from this store; this will cause the frequency of purchases in customers and increase customer satisfaction.
3- Increasing the benefit perceived by the customer in order to their better understanding about the store's products and also creating satisfaction and loyalty in them.

Abstract Abstract The aim of this research is to investigate the relationship between investors’ tendencies in the insurance industry with emphasis on the psychological model. The present research is applicable in terms of purpose, and descriptive-survey in terms of nature. The statistical population consists of 140 investors and capital market activists selected by random sampling method. A questionnaire taken from the qualitative section was used to collect research data. Data analysis was carried out by SPSS and Lisrel statistical software. Based on the findings of the qualitative section, four dimensions of perceptual factors, economic factors, emotional factors, and control factors were obtained. Therefore, the results showed that after reviewing previous studies and interviewing experts, the variables and influential factors in this study include perceptual factors, economic factors, emotional factors, and control factors. Based on the results of the structural equation testing and the obtained statistics, it can be seen that the coefficients of all factors have a significant effect on the final model and the effect of all factors on the structural-process pattern of investor preferences in the insurance industry is confirmed with an emphasis on psychological factors. Introduction The impact of the insurance industry on the macroeconomics in countries is undeniable. One of the grounds that must be provided for economic transformation and development and to lay the groundwork for people's activities and to entrust people's work to themselves is certainly security; judicial, social, legal, economic security, etc. There is no doubt that the insurance industry can provide the most important security, namely economic security; and therefore provide a suitable platform for people's economic activities (Rahnemae Roudpeshti et al., 2014). By paving the way for investment, reducing investment risk, and participating in investment from technical reserves, insurance increases productivity in other economic sectors, and on the other hand, the growth and development of other economic sectors also provides a reason to strengthen and develop the insurance industry. The results of research conducted in the field of financing based on the behavioral approach indicate that investors may be irrational; as a result, the cognitive bias or psychological factors of investors can affect their decisions. Therefore, stock price volatility depends not only on the intrinsic value shown by accounting information, but also on the irrational behavior of investors, which can be measured by investor preferences (Mitcell et al., 2020). People analyze many factors to invest in insurance instruments; in other words, even before earning money, investors develop different strategies in their minds for where to invest their money and ultimately choose an option that, according to their mindset, benefits them in every way (Cici, 2012). Studies of human behavioral patterns show that they contradict the underlying assumptions of the rational economic agent theory and the prevailing efficient market hypothesis. These human behavioral patterns are not the result of extreme human ignorance, but rather reflect the nature of human intelligence and its limitations and strengths. Investors strive to do the right thing, but they have limited abilities and certain natural behavioral states that they make decisions on (Bloomfield, 2017). Psychological factors can affect investor decisions and ultimately the performance of financial markets. Behavioral finance aims to empirically validate neoclassical assumptions about human behavior and, where these assumptions are confirmed to be incorrect, it discovers empirical laws that correctly describe behavior and have the same accuracy. Behavioral finance also aims to formulate and propose concepts for the operation of the economic system and its institutions, and utilizes the actual behavioral intentions derived from neoclassical assumptions in the Iranian insurance industry to determine the overall policy. Therefore, the main goal of the research is to answer the question: how investors' preferences in the insurance industry are related to the emphasis on the psychological model. Theoretical Framework Investor Sentiment Market sentiment is the atmosphere of market boom or bust. When the market is in boom states, investors are willing to buy stocks even at a higher price than the actual value. In this case, investors tend to accept more risk, which indicates confidence in the market and economic conditions (Lenestour et al., 2021). Investor sentiment is a global phenomenon and the level of investor confidence can affect the overall market return and stock value. Meanwhile, other areas such as the level of company disclosure and market liquidity can affect investor sentiment (Baker et al., 2018). Shunmugasundram & Sinha (2024) investigated the effect of behavioral biases on investment decisions through the serial mediation of the effects of overconfidence and inclinations. The results of this study showed that behavioral biases affect the investment decisions of life insurance policyholders. The results also support the serial mediation model, in which behavioral biases influence life insurers’ investment decisions through overconfidence and disposition effects. It also introduces overconfidence and disposition effects as serial mediators between behavioral biases and investment decisions. Wang (2023) examined behavioral biases in investment decisions. The results suggest that regular portfolio reviews and adjustments are essential to counteract biases and adapt to changing market conditions. Furthermore, proactive visualization of potential outcomes can help reduce biases by promoting a more realistic assessment of risk and reward. It also showed that behavioral biases play a central role in investment decisions. To enhance performance and investment satisfaction, investors are encouraged to understand and correct these biases. Research Methodology The present study is applicable in terms of purpose, and descriptive-survey in nature. The statistical population consists of 140 investors and capital market activists selected by random sampling method. A questionnaire taken from the qualitative section was used to collect research data. Research findings Data analysis was carried out using SPSS and Lisrel statistical software. Four dimensions of perceptual factors, economic factors, emotional factors, and control factors were obtained based on the findings of the qualitative section. Therefore, the results showed that after reviewing past studies and interviewing experts, the variables and influential factors in this study include perceptual factors, economic factors, emotional factors, and control factors. Based on the results of the structural equation testing and the obtained statistics, it can be seen that the coefficients of all factors have a significant effect on the final model, and the effect of all factors on the structural-process pattern of investor preferences in the insurance industry is confirmed with an emphasis on psychological factors. Conclusion The present study aimed to investigate the relationship between investor preferences in the insurance industry with an emphasis on the psychological model. The results of this study are consistent with the results of Shunmugasundram & Sinha (2024), Wang (2023), Ashrafi et al. (2022), Sunder et al. (2018), Zamani (2021), Moradi et al. (2021), Nateg Golestan & Kafash Ghochani (2020), and Asghari & Salimi Baher (2019). Wang (2023) showed that regular portfolio review and adjustments are essential to counter biases and adapt to changing market conditions. In addition, proactive visualization of potential outcomes can help reduce biases by promoting a more realistic assessment of risk and reward. It also showed that behavioral biases play a central role in investment decisions. Investors are encouraged to understand and correct these biases to enhance performance and satisfaction with investment. Based on the results obtained, the following suggestions are made: • In addition to its contribution to reducing individual and psychological risks and risk management, insurance can have important effects on the growth and development of the country's economy as an efficient financial intermediary. Therefore, it is suggested that considerable attention should be paid to measuring behavioral factors in this industry in order to expand the volume of the economy and economic activities in the insurance industry. • Emotional stimuli are the strongest motivators for purchasing decisions. Emotions such as fear, shame, pride, and even altruism can be included in the behavioral assessments of insurance industry policymakers in order to improve the quality of insurance.

Abstract Abstract The purpose of this research is to provide a model of factors affecting smart governance in the country. The research method is applicable in terms of purpose, and mixed (qualitative-quantitative) in terms of its implementation, and descriptive-survey type in terms of data collection. The statistical population in the qualitative section includes 28 university experts familiar with the subject, who were selected in a non-probability and judgmental manner. The statistical population in the quantitative part includes all the managers and experts working in South Khorasan governorate and Birjand city governorate of planning administration equal to 420 people, and the sample number was selected using Cochran's formula of 200 people. The sampling method in this section was done in a random stratified manner. A semi-structured interview and a researcher-made questionnaire taken from the qualitative section were used to collect information. In the qualitative part, the fuzzy Delphi method was used, and the data from the interviews were coded and analyzed in the three main stages of open coding; axial coding; and selective coding, and SmartPLS 3 software was used in the quantitative part of factor analysis, and SPSS 22 software was used for analysis. The results of the research in the qualitative part showed that three categories of background factors (equipment and infrastructure, required resources, information and communication technology, statistics and intelligent information, and formation platform), content (cyber security, strategy formulation, intelligent management and intelligent planning) and Structural (smart readiness, smart architecture, and smart administration) are effective on the formation of smart governance in the country. The results of the quantitative section showed that the model is of good quality. Extended Abstract Introduction The evolution of human knowledge shows that along with the change in the nature and form of the problems facing mankind, the knowledge packages suitable for the management of such problems have also undergone evolution. One of the important human knowledge that plays an important role in the survival and health of societies is the knowledge of governance and management of public affairs. Therefore, political systems should choose their appropriate style of governance according to the social, political, economic and cultural environment governing the society (Hoseini et al, 2022). One of the most important opportunities that information technology presents to statesmen and managers is increasing accessibility, strengthening efficiency and re-engineering the architecture of the government and the possibility of making it more responsive. The use of information technology in the governance process has led to the emergence of a reality called "smart governance" which is a prerequisite for governing information societies (Mohammadi et al, 2021). Smart governance is about relationships between private, public, economic and social stakeholders and focuses on citizen participation (Lopes & Oliveira, 2017). This style of governance is based on a transparent management system that allows citizens to participate in the planning and decision-making process in terms of the development of their communities, and ensure free access to information (Penaska & Velas, 2019). Smart governance uses information and communication technology to improve democratic processes and public services (e-government), support and facilitate planning and decision-making (Camero & Alba, 2019). Based on this, the researcher of the present study intends to answer the main question: what model of effective factors is suitable for smart governance in the country? Theoretical framework Smart governance Smart governance refers to the intelligent use of information and communication technology to improve decision-making through better collaboration between different stakeholders, including government and citizens. In this case, tools based on information and communication technology, such as social media and the openness of the political space, can be factors that increase citizen interaction and support the development of new governance models for the smart government. Smart governance may also play an important role in smart city initiatives that require complex interactions between governments, citizens, and other stakeholders (Nasri & Tabarzad, 2020). Smart governance is a style of management that is formed based on the intelligent participation of citizens through information and communication technology. This new form of governance transforms citizens from passive consumers of city services to active actors who can comment on the type of services they need (Mohammadi Dehchshme & Moradi, 2021). In other words, this type of governance is based on a transparent management system. This should allow citizens to participate in the planning and decision-making process in terms of city development and ensure free access to information (Penaska & Velas, 2019). Research background Chegni & Koshtar Haranki (2022), examined "smart (knowledge-based) governance relying on the development model (functions of thinker boards)", to explain the concept of thinker board as a strategic and influential institution on the country's decision-making and policy making process and drawing and presenting a local and ecologically compatible model of governance in Iran from this strategic institution. The findings of this research showed that the Islamic Republic's thinker boards at the macro level can help to make the country's governance system smarter and knowledge-based, and in addition to the common functions; it can have functions such as the governing body, guiding and directing the country's macro policies, protection and supervision, explaining the basics, concepts and theoretical frameworks, discourse maker, observation and production of thought, strength of the internal structure of power, socialization and grounding of modern Islamic civilization, use of popular participation and mobilization in the matter of political research and decision making and consultation and problem solving. Hamghadam et al, (2022) investigated "presenting future scenarios of smart urban governance (case study: Rasht city)". The results of the analysis showed that the appropriate foundation scenarios in the field of citizenship education and raising awareness, popular participation and citizenship and private sector participation, making arrangements to increase the budget in the field of smartness, and municipal support of the smart government have the most adaptive value in the future of smart urban governance of the city of Rasht. Research methodology The current research is applicable in terms of purpose, and mixed (qualitative-quantitative) in terms of its implementation, and descriptive-survey type in terms of data collection. The statistical population in the quantitative part includes all the managers and experts working in South Khorasan Governorate and Birjand City Governorate of planning administration, which was identified as 420 people based on internal statistics. Also, the sampling method in this section was done in a random stratified manner. The number of samples was obtained using Cochran's formula considering that the number of people in the studied society was 200. The statistical population in the qualitative section includes 28 university experts familiar with the subject, who were selected in a non-probability and judgmental manner. In this research, the research strategy is of a mixed type (qualitative-quantitative) that after defining the topic and conducting preliminary exploratory and library studies and semi-structured interviews, the relevant factors and components are determined through the Delphi method, which is considered a qualitative research method, by a researcher-made questionnaire (including the answers of the five-choice Likert range and an open question to add possible new components) according to academic and professional experts familiar with the subject, And after receiving their qualitative and quantitative corrective opinions (prioritization of factors) based on the statistical methods of analysis, and finally, through three rounds of going back and forth of the fit of the model, components, and combination of factors reached the consensus of the elites. Research data collection tools are a) library studies (foreign and domestic books and publications, databases, internet sites, etc.); b) semi-structured interviews with academic experts and specialists in the field of governance and information technology; c) a questionnaire. In the qualitative part, the data obtained from the interviews were analyzed in the first stage using three stages of open, central and selective coding; and in the quantitative part, the required data were collected through a questionnaire with closed questions, and in order to analyze them, confirmatory factor analysis test was used in SmartPLS 3 software environment. Also, SPSS 22 software environment was used to analyze the data collected in the descriptive statistics section and determine Cronbach's alpha to check the reliability of the data collection tool.    Discussion and results: SPSS 22 statistical software was used for descriptive data analysis. And the structural equation test was used using SMART PLS 3 software to answer the research questions. Factor loadings are calculated by calculating the correlation value of the indicators of a structure with that structure. If this value is equal to or greater than 0.4, it confirms that the variance between the structure and its indicators is greater than the variance of the size error of that structure, and the reliability of that measurement model is acceptable. The results of the factor analysis show the desired components, since the factor loading of all the items is more than 0.4, and also the value of t statistic is more than 1.96, so the model has good validity. Conclusion: The construction of the concept of intelligent governance has played an important role in shaping the existing electronic goals in the world's information society, followed by the progress and development of different societies. Therefore, the current research was conducted with the aim of providing a model of factors affecting smart governance in the country so that by knowing smart governance and the factors affecting it, future strategies and plans can be adopted in line with the effective establishment and development of this type of governance in the country. Therefore, according to the studies conducted in this field and also, based on the analytical logic of the open system and taking into account the opinion of experts, the factors affecting smart governance were finally categorized in the form of 3 dimensions and 12 components, which in terms of prioritizing the components of the three factors, were ranked respectively; in the contextual factors section: the formation platform, equipment and infrastructure, statistics and intelligent information, information and communication technology, and required resources; in content factors section: cyber security, smart management, strategy formulation and smart planning; and in the structural factors section: smart architecture, smart administration and smart preparation. Contextual factors such as needs assessment and capacity producing, along with causal factors, provide a suitable platform for the establishment of smart governance in the country. The contextual factor of needs assessment in this research included equipment and infrastructure, required resources, information and communication technology, cyber security, statistics and intelligent information. In other words, equipment and infrastructure such as hardware, software, high-speed and secure internet, user-friendly designed websites and portals, resources such as sufficient financial and human resources, and most importantly securing this virtual space through the creation of functional ID, network security, design and the development of security laws, and finally the creation of mechanized databases in various fields and the formation of electronic statistics and information units in government organizations can help to provide a suitable platform for the establishment of smart governance in the country as effectively as possible.

Abstract Abstract The purpose of this research is to provide a model of the use of mass communication media writers from internal and external social networks. The current research is applicable in terms of purpose, and survey in terms of nature. The statistical population of the research includes 22,000 journalists of the country, 400 of whom were selected using a simple cluster sampling method. A questionnaire was used to collect research data. SPSS and PLS statistical software were used for data analysis. The findings of the research show that the content produced in mass communication media such as radio and television networks, news agencies, press and news bases cannot be published in the same way in social networks. In selecting and producing content for social networks, features such as novelty, attractiveness, user-friendliness, multimedia, speed of publication and professionalism should be considered. Also, the findings showed that radio and television networks do not fully use the capacity of foreign social networks; and news agencies, media and news bases do not pay enough attention to domestic social networks. However, it should be noted that the audience is present in all social platforms and the media should be effective in all these platforms. In the social networking section, some important parameters include the number of channels, the number of members, the number of posts, the number of views, the number of reposts and the number of likes. These parameters produce better content and increase the impact of content and news on the audience. Also, in interacting with the audience, factors such as gatekeeping, data mining, subject finding and observation should also be considered. Introduction In recent years, despite the decrease in the penetration and circulation of official and traditional media, the penetration and expansion of social networks and media based on virtual space has increased in the country in such a way that according to the reports of the National Center of Virtual Space of the country and the research conducted in Iran's data mining centers, more than 71% of Internet users in Iran are members of one or more social networks, which means that more than 60 million Iranian citizens use social networks. This information is also confirmed by the data published in the world geographical map based on the Russian marketing source on the linkfluence website (Mashreq News base, 2023). Surveys and observations show that most of the country's mass media have joined hands with networks and social media to compensate for this loss of audience. For example, almost all media in the country have created official pages and accounts on social media and republish their content on these pages and channels, or some media such as radio and television use these media to interact with their audience and make their media attractive. Surveys show that most of the influential channels and pages of networks and social media in Iran are launched and managed by individuals or groups who are not professional media or media writers and are not familiar with the principles and techniques of professional media writing. According to the above, the main research question is: What is the model of mass communication media writers using internal and external social networks? Theoretical framework Mass communication media Mass media, newspapers, television or radio may be one-way communication, but in social media such as the Internet or messengers such as Instagram, WhatsApp, Twitter, YouTube, Facebook, and ITA, which is an internal social media, social communication is mutual, and has a greater impact on its audience that today this type of social media is also called a social network (Habibi, 2023). Social networks In the world of scientific communication, social networks can be considered as effective platforms in the production of science, sharing ideas and personal and social growth. The revolution has brought about a new type of virtual communication devoid of the spirit that governs real social relations. Through satellite, Internet and...; a new world is created parallel to the real world (Ala Fossi & Stephen 2016). Naghibulsadat et al, (2022) investigated the factors related to the news authority of domestic and foreign media from the audience's point of view. The results showed that it is not possible to restore the lost trust of the people in the domestic media; achieving news authority for domestic media is a difficult matter. The findings show that the respondents currently believe that positive news from foreign media and negative news from domestic media are published more. This issue shows that the history of foreign media activity and the continuation of the existing damage in the way of domestic media's performance was the basis for the formation of this belief. Cage et al, (2022) in a study titled 'Social Media Influences Mainstream Media: Evidence from Two Billion Tweets' concluded that social media is increasingly influencing society and politics, while that old media are still the most widely used source of news. Research methodology The current research is applicable in terms of purpose, and survey in terms of nature. The statistical population of the research includes 22,000 journalists of the country, 400 of whom were selected using a simple cluster sampling method. A questionnaire was used to collect research data. Research findings SPSS and PLS statistical software were used for data analysis. The findings of the research show that the content produced in mass communication media such as radio and television networks, news agencies, press and news bases cannot be published in the same way in social networks. In selecting and producing content for social networks, features such as novelty, attractiveness, user-friendliness, multimedia, speed of publication and professionalism should be considered. Also, the findings showed that radio and television networks do not fully use the capacity of foreign social networks; and news agencies, media and news bases do not pay enough attention to domestic social networks. However, it should be taken into account that the audience is present in all social platforms and the media should be effective in all these platforms. In the social networking section, some important parameters include the number of channels, the number of members, the number of posts, the number of views, the number of reposts and the number of likes. These parameters produce better content and increase the impact of content and news on the audience. Also, in interacting with the audience, factors such as gatekeeping, data mining, subject finding and observation should also be considered. Conclusion The current research was conducted with the aim of providing a model of the use of mass communication media writers from internal and external social networks. The results of this research correspond with the results of Torki et al, (2023), Yahya Zadeh et al, (2023), Naghibulsadat et al, (2022), Cage et al, (2022), Mesrian et al, (2022), Seyedmohseni et al, (2021), Malekian (2020), Icha (2017), Elizabeth (2018), Erik Alzhalda et al, (2019), Bhavtosh Ras et al, (2019), and Rahnavard (2016). Cage et al, (2022) have concluded that social media are increasingly influencing society and politics, while traditional media is still the most widely used source of news. According to the results of the research, the following suggestions are provided: Parameters such as the number of channels, the number of members, the number of posts, the number of views, the number of reposts, the number of likes should be paid attention. These parameters make to produce better content and to increase the impact of content and news on the audience. Content produced in mass communication media such as radio and television networks, news agencies, press and news bases cannot be published in the same way in social networks.

Abstract Abstract Today, customer participation in branding through brand co-creation behavior is one of the most important concerns and challenges of industries in this field. To achieve this goal, it is very important to pay attention to the concept of gamification. This research seeks to investigate the effect of gamification on customer brand co-creation behavior regarding the mediating role of consumer engagement and the moderating role of consumer hedonic and innovativeness. The study focused on the customer base of Snapp and TAPSI brands within the city of Isfahan. Given the challenges in determining the exact number of customers and their statistical data, a convenience sampling approach was adopted, resulting in a sample size of 306 individuals. The extensive nature of the target population, combined with restricted access to the entire community, necessitated the use of this accessible sampling method. To collect data, standard and researcher-made questionnaires were used. Data analysis with SmartPLS software shows the positive and significant effect of gamification on customer brand co-creation behavior, partial mediating role of consumer engagement variable, positive moderating effect of hedonic and innovativeness, and finally confirming the moderated mediation. Findings indicate that both Snapp and TAPSI's applications incorporate elements of gamification, such as game mechanics and dynamics. Given the significant role of gamification in enhancing brand value co-creation, it's recommended to conduct a detailed analysis of how each gamification component—dynamics and mechanics—is utilized within these platforms to identify areas for improvement. Furthermore, acknowledging the influence of consumer personality traits, like hedonic and innovativeness, as moderating factors, can offer valuable insights. This understanding could guide the developers of ride-hailing applications in tailoring and evolving their platforms through the strategic use of various gamification elements, tailored to customers segmented by these personality traits. Extended Abstract                                           Introduction Brand Co-creation is a type of cooperation and personal interactions between consumers and companies to create shared experiences and ultimately value creation, which requires the use of techniques to engage consumers with the desired brand (Merhabi, et al, 2021). In the virtual businesses, consumer engagement is a useful tool for understanding how companies and customers interact to co-create value (Storbacka et al., 2016). Consumer engagement actually includes the organization's relationship with its customers beyond trades and transactions (Leclercq, et al., 2018). With the increasing growth of the Internet and related technologies, the brand concept has changed, and today the value of online brands has grown significantly (Jalali, 2021). Today, researchers use game-based platforms to engage consumers and engage them in the brand. These gamified platforms enable companies to provide a compelling experience to stakeholders and thereby create, maintain, and develop customer engagement over time (Breidbach, et al, 2014). Benefits such as increased organizational performance (Bawa, 2023), increased efficiency (Tuna, 2023), improved training experience (Trinh, et. al, 2023), increased consumer engagement, sales, and increased brand favorability (Öztürk & Hersono, et. al., 2023; Mariyum & Qazi, 2023), improving concentration and learning (Mazlan, et al., 2023) are among the most important advantages of this technique; as a result, it can be used to strengthen brand co-creation behavior. To increase the effect of gamification on consumer engagement, the level of novelty and pleasure seeking of the consumer can be effective and somehow moderate this relationship. Among internet businesses, car internet request systems are one of the pioneers in this field, and several companies have been able to take a significant share of intra-city transportation (Zarei et al., 2020). Considering the importance of online transportation and the special position of the customer in this industry, the current research aims to answer the research question: “How does the effect of gamification on the brand co-creation with the mediating role of consumer engagement and the moderating role of consumer hedonic and innovativeness?” Theoretical Literature Brand Co-creation: Co-creation is considered a social and collaborative process in which two or more parties interact with each other to create value (Iglesias, 2017). Co-creation has 4 aspects: 1- exchange of ideas, 2- access, 3- transparency, and 4- risk. The exchange of views shows that co-creation includes interaction and deep involvement on both sides (company and consumer). In a social commerce platform like Facebook, on the pages of different brands, consumers interact with each other as well as with the target company to post their opinions, suggestions, and experiences (Siano et al., 2022). Gamification: Gamification is the process of adding game elements to a non-game situation. Gamification has been defined as "the use of thinking and game mechanics to engage users and solve problems". (Zichermann & Cunningham, 2011). Gamification refers to transforming activities, systems, services, products, or organizational structures to afford gameful experiences (Huber & Ropke, 2015). Consumer engagement: Consumer engagement is a state of being occupied, fascinated, or immersed in something (meaning constant attention) that ultimately creates a certain attractive or repulsive force (Higgins & Scholer, 2009). Consumer engagement is defined as “behavioral manifestation of customers towards a brand or company, beyond purchase, caused by motivational stimuli”; these demonstrations include actions such as: positive word of mouth advertising, providing recommendations and supporting other customers. Consumer engagement is “a psychological state that occurs through the interactive and creative experiences of a customer with a focal agent or object (such as a brand) in a focal service relationship” (Brodie et al., 2010). In fact, consumers produce different types of value for themselves by involving their resources such as time, knowledge or social capital in the context of innovation. Therefore, it can be concluded that they are part of the value co-creation process (Leclercq et al., 2018). Consumer innovativeness: Consumer innovativeness refers to the willingness of consumers to buy new and different products and services instead of staying in the previous and current choices and patterns, and in fact, consumers who have a great desire to accept new products and services to meet their needs are considered innovative. Researchers recognize innovativeness as an important personality trait in consumer behavior (Kim et al., 2020). Basically, consumers who have a high degree of novelty are naturally curious and enjoy creative discovery (Aidi, 2024), and as a result, they tend to accept new products and services. Consumer hedonic: Hedonic value is considered as one of the main characteristics influencing consumer repurchase intention (Fang et al., 2011; Kim et al., 2020). Hedonic value is the overall evaluation of the empirical benefits (e.g. entertainment) that the consumer can have during the purchase process. Enjoyment can become a basic condition that motivates to perform shopping activities (Bical & Ispir, 2021). Research Methodology This research has a paradigm of positivism, quantitative approach, and survey strategy. The statistical population of the study is the customers of Snap and TAPSI brands as the most popular online transportation platforms. Due to the indeterminacy of the sample size, the available sampling method and the sample size of 306 people were selected. Due to the large size of the target community and the lack of access to all members of the community, it was not possible to fully investigate the members of the community, which is why the accessible sampling method was used. In order to remove the limitations of available sampling, it has been tried to distribute questionnaires at different times and places in Isfahan city. To collect data, standard and researcher-made questionnaires were used. Questionnaires were provided to the statistical community in both paper and electronic form. The variables examined in the questionnaire included gamification, brand co-creation, consumer engagement, consumer hedonism, and consumer novelty. To evaluate the validity of questionnaires, in addition to face validity, factor validity was used in the form of convergent and divergent validity. To assess reliability, in addition to Cronbach's alpha, a composite reliability index was also used. In order to analyze the data, structural equation software was used. Smart-PLS software was used to fit the model. Research Findings In order to test the hypotheses or conceptual model of the research, smart-PLS 3 software was used. The research results indicate a significant and positive effect of gamification on brand co-creation (B=0.332, t=5.834). Also, the results of the research showed that consumer engagement plays a mediating role in the relationship between gamification and brand co-creation (B=0.372, t=8.554). In the relationship between gamification and consumer engagement, the consumer hedonic and innovativeness variables play a moderating role. The path coefficient of the consumer innovativeness is equal to (-0.092), and its test statistic is equal to 2.014; which shows the negative effect of this relationship; since the test statistic is more than the critical value (1.96), it can be said that this effect is significant. Also, the path coefficient of the consumer hedonic is equal to (0.046) and its test statistic is also equal to 1.96; which shows the positive effect of this relationship; since the test statistic is equal to the critical value (1.96), it can be said that this effect is significant. In general, it can be said that all research hypotheses have been confirmed at the 95% confidence level. Conclusion Considering the importance of online transportation and the sensitivity of this industry to customer behavior, the effect of gamification on customer brand co-creation behavior was investigated in this research. The results showed that gamification has a positive and significant effect on customer brand co-creation behavior. Therefore, the result of examining this hypothesis is in line with researches of Nobre & Ferreira (2017); Merhabi et al., (2021); García-Magro et al., (2023); Martín-Peña et Al., (2023). This result is because gamification provides a platform for developing interaction with the brand and improving relationships; through fun, challenge, continuous experiences, and brand participation. In this way, it provides opportunities for consumers to participate in the brand co-creation. The result of examining the hypothesis of the mediating role of consumer engagement in the relationship between gamification and brand co-creation has also been confirmed. In other words, consumer engagement plays a mediating role in this relationship. The result of examining this hypothesis is in line with researches of Rather et al., (2023a); and Rather et al., (2023b). By involving consumers in the brand, gamification causes more participation of consumers in the brand co-creation, creating cooperation, and ultimately more consumer loyalty. In the relationship between gamification and consumer involvement, the consumer hedonic and innovativeness variables play a moderating role. Thus, at higher levels of consumer hedonic and innovativeness, the effect of gamification on consumer involvement will be greater. This issue is indirectly mentioned in the research of Kim et Al., (2020). Hedonics increases the overall evaluation of experiential benefits (e.g., entertainment) when using a service or product. Also, it causes the customer's emotional state to overcome him in the purchase, and a higher level of this dominance can lead to a higher effect of gamification on consumer engagement. People with novelty characteristics tend to buy new and different products and services instead of staying in the previous and current choices and patterns. In other words, novice- who are open to experiences based on the Neo personality model - show less desire to be loyal to a brand, and because of their willingness to diversify, they are less involved in a brand. In general, it can be said that gamification by creating an attractive environment in online car applications can engage the customer for a longer time, and more involvement of the customer can lead to his co-creation behavior. The effect of gamification on consumer engagement can be moderated depending on the hedonic level of the individual. Many people are pleasure-seekers and will stay engaged with a topic for a long time if the gamification is done right. Also, in the case of novelty, if the expansion of the variety of gamification elements and innovation in their creation can keep people with high novelty characteristics loyal to using the service, these things should be considered by decision-makers in designing applications. In order to improve brand co-creation behavior, in addition to creating the chance of customer participation in branding through the creation of a customer club, the possibility of giving feedback to customers and viewing it by others, the possibility of transferring experiences, suggestions, and criticisms; it is necessary to focus on strengthening gamification.  

Abstract Abstract
The aim of the current research is to provide a model of emotional and rational appeals in video marketing based on social networks. According to its purpose, the research method is applicable, and descriptive in terms of data collection. The statistical population of the research includes 200 male and female students between the ages of 25 and 35, selected as a sample and exposed to two types of short-term video advertisement stimuli. The sampling method is random. Data was collected through a questionnaire. SPSS and PLS software were used in data analysis. In this study, through the structural equation approach, it was determined that there is a significant difference between emotional and rational appeals in "attracting" the attention of the audience to video advertisements, which depends on the type and intensity of the emotional or rational load used in content production, which have different effect in creating "behavioral conflict" in the target audience. Also, the effect of the attention-attracting variable was identified as a mediating variable in creating behavioral engagement.
Extended Abstract                                          
Introduction
Video marketing or what is known as "Video Marketing" has occupied a major and important part of the world of content marketing and, accordingly, digital marketing (Stringfellow, 2017), and for this reason, it has attracted the attention of many researchers. The emergence of the Internet, as the top technology of the 80s, has significantly affected marketing and its sub-branches, especially video marketing (Sheldon, 2013), and one of these effects is the intersection of video marketing and social networks or Social Media (Luo et al, 2013).
Social media, which are equivalent to the term social networks in this study, are one of the most important known components that increasingly involve almost all aspects of human life, from education to business (Alalwan et al, 2017); despite the differences that Wikipedia has made between the network and social media (Bennett, 2013).
Many things have been mentioned about the importance of the impact of social media on marketing; for example, it has been stated that if the customer cannot first get help from the information available on social media to make a decision, then in the second step, he will go to search engines, and this shows the position of social media in the behavior leading to customer purchase (Jameel, 2023). For this reason, the function of various types of emotional and rational appeals as two key parameters in the effectiveness of video marketing in social networks will be the subject of this study, and we will try to find the answer to the question: Is there any significant difference between emotional and rational appeals in the effectiveness of video marketing or not?
Theoretical Framework
Attention in video marketing
"Attracting attention" is so important that researchers consider the goal of video marketing only to attract the attention of the audience and change his decision to continue watching (Arantes et al, 2018), and consider it as the main factor of competition in this type of marketing (Sheldon, 2013). For this reason, in this research, attracting attention was considered as the beginning of the process of creating effectiveness in video marketing.
Emotional and intellectual appeals
Several factors have been introduced in marketing as the factor to attract the attention of the audience, among which the role of emotional appeals can be mentioned as an important factor in attention (Melin, 2014). Excitement is one of the necessary elements to achieve attention in video marketing in such a way that "The customer's decision-making journey in video marketing begins with a video ad" (Maenhout, 2023), and only does positive emotions that affect the audience's attention, but negative stimuli also play an important role in attracting the viewer's attention (Vaish et al, 2008) (Rozin & Royzman, 2001).
The engagement
Crane & Sornette (2008) were the first people who introduced the term "engagement" in today's sense as a valuable tool for measuring the effectiveness of video marketing, in their definition: "audience engagement in video is a chance to share video and increase the number of visits" (Crane & Sornette, 2008).
Dong et al, (2023) investigated the four main factors of short branded video content (content matching, informational relevance, storytelling, and emotionality), customer engagement (likes, comments, and shares) as well as the moderating effect of publication time (morning). The experimental results show that the content characteristics of short videos significantly affect consumer engagement. In addition, the time of release of videos significantly moderated the relationship between emotionality of short videos and consumer engagement. Content posted in the morning increased the positive effect of warmth, excitement, and happiness on consumer engagement compared to content posted in the afternoon. The practical implications of the findings provide new insights for the dissemination of products and brand culture through short videos. The authors suggest that companies using brand videos consider content matching, informational relevance, storytelling, and emotionality in their design. Authenticity/value from a broader perspective; this study develops a new method to comprehensively evaluate short-brand video content based on four dimensions (content matching, informational relevance, storytelling, and emotional), examines and the value of these dimensions to create social media marketing.
Hosseini (2023) investigated the impact of video marketing and its various strategies on consumer behavior. The results showed that the experience of video marketing strategies does not have a significant effect on the behavior of Ramak dairy products consumers. Also, brand identity, advertising, usefulness of information, and service quality of video marketing strategies have a significant effect on the behavior of consumers of dairy products of the studied company. After presenting the results, suggestions and strategies are presented in the field of findings related to the research.
Research methodology
The research method is applicable in terms of purpose, and descriptive in terms of data collection. The statistical population of the research includes 200 male and female students between the ages of 25 and 35, selected as a sample and exposed to two types of short-term video advertisement stimuli. The sampling method is random. Data was collected through a questionnaire.
Research findings
SPSS and PLS software were used in data analysis. In this study, through the structural equation approach, it was determined that there is a significant difference between emotional and rational appeals in "attracting" the attention of the audience to video advertisements, which depends on the type and intensity of the emotional or rational load used in content production, which have different effect in creating "behavioral conflict" in the target audience. Also, the effect of the attention-attracting variable was identified as a mediating variable in creating behavioral engagement.
Conclusion
The present research was conducted with the aim of presenting the model of emotional and rational appeals in video marketing based on social networks with the approach of structural equations. The results of this research is aligned with the results of Dong et al, (2023), Asgharzadeh et al, (2023), Hosseini (2023), Zhuang (2022), Yazdani Kachuei et al, (2022), Taleghani et al, (2022), Sasanpour & Amini Lari (2021), Song et al, (2021), and Casais & Pereira (2021). Zhuang (2022) showed that screen mode, subtitles, and video title length significantly affect consumer engagement by influencing the central information processing pathway; and music and narration positively influence consumer engagement by functioning in the peripheral information processing pathway. This study contributes to the social media marketing and consumer engagement literature by uncovering the influencers for consumer engagement in the context of a brand's short-form video. More importantly, this study provides practical tactics for brands to create compelling videos to attract engagement and achieve marketing goals.
Thus, based on the findings of this study, it is suggested:
Firstly, to increase the effectiveness of video marketing programs, one should always be optimistic about the use of emotional appeals, although this appeal has a special relationship with many other factors, including demographics.
Secondly, although the use of emotional appeals is considered to be a kind of anchor and support point for the effectiveness of video advertisements, the abilities of rational appeals should not be neglected.

Abstract Abstract
The aim of this study is to identify the drivers affecting the future of investment in the Iranian Social Security Organization with an emphasis on the role of technology. The present study is an applicable study in terms of orientation, and a field study in terms of data collection. The statistical population of the study is investment and income generation experts in the field of social security, and sampling was carried out based on expertise in these fields. The sample size in this study is 10 people. Structured interview tools with experts and expert survey and priority survey questionnaires were used to collect data. Fuzzy Delphi and Marcus quantitative techniques were used to analyze the research findings. The results showed that 29 drivers were extracted through a literature review and structured interviews with social security experts. In the next step, these drivers were screened using the Fuzzy Delphi method. Nine drivers had a desirable defuzzy number and were selected for the final ranking. The final drivers were prioritized using the Marcus method. The prioritized drivers were: the drivers of the level of cooperation of the Social Security Organization with technology startups, the level of cooperation of the country's financial institutions with FinTechs, and the development of RegTechs.
Introduction
The term social security within the framework of the statutes of the International Social Security Union means any scheme or program that, by legislative or other mandatory arrangement, supports society against employment-related accidents, occupational diseases, disability, old age, retirement, survivorship, and death through cash or in-kind payments (Badalivand et al, 2021). Social security is moving towards becoming the most important factor in the stability of countries. Social security is one of the vital pillars of national strategies to improve human development, political stability, and inclusive growth (International Labor Organization, 2014). The Social Security Organization of Iran, as one of the main institutions providing insurance and social services, faces various financial challenges that can harm its efficiency and effectiveness in providing social security to individuals (Alipour et al, 2021).
Revenue generation is very important for the Social Security Organization. Proper and effective investment is a very important channel for revenue generation. Technologies, especially digital technologies, play an important role in investment and revenue generation in the organization. Fintechs provide efficient technologies and innovations to improve financial services in various areas such as payment, insurance, and financing (Puschmann, 2017; Das, 2019; Giglio, 2021). The Social Security Organization’s cooperation with Fintechs and the use of their innovative solutions will lead to the development of attractive investment options and the proper and optimal use of financial resources. Given that the development of fintechs and their diversity will increase greatly, one of the areas that will be very influential in the future is the discussion of fintechs in financing and investment and their role in various institutions, including the Social Security Organization. In this regard, the main research question is: what are the drivers affecting the future of investment in the Iranian Social Security Organization, emphasizing the role of technology?
Theoretical Framework
New Investment Technologies and Methods
New investment methods refer to new technologies, strategies, and financial instruments that allow investors to operate in financial markets in distinctive and innovative ways (Konovalova et al, 2020). These tools include digital and technology-based methods that help investors reduce risks, access new opportunities, and improve the efficiency of their investments (Solanki et al, 2019). Digital currencies such as Bitcoin, Ethereum and other altcoins are known as one of the new investment techniques (Srour, 2023).
Social Security Organization
The Social Security Organization is one of the important social and economic institutions that play a pivotal role in ensuring the social security of individuals in most countries of the world, especially in Iran. The Social Security Organization is responsible for providing insurance services to various and wide ranges of society. These services include social insurance such as pension insurance, health insurance, unemployment insurance and accident insurance (Arabi et al, 2022).
Ashtiani et al, (2024) studied the future of smart contracts in the banking industry using a scenario approach. The screened drivers were ranked through priority measurement questionnaires and the fuzzy Vaspas method. Based on the scores of the fuzzy Vaspas method and considering the three criteria of expertise, importance intensity and certainty, the drivers of coordination and the level of integration of banks in the adoption of new technologies and contracts, as well as the level of integration of information systems in the banking industry, were given the highest priority and were selected for scenario planning. The research scenarios were developed based on the two priority drivers and through interviews with focus groups. These scenarios were: smart banking, integrated banking, insular banking, and traditional banking.
Majidi Khameneh et al, (2023) presented a corporate venture capital model with a FinTech approach in the country's banking system. Semi-structured interviews, focus groups, and expert grouping were used in the qualitative part; and structural equation modeling was used in the quantitative part. The results led to the identification and compilation of 174 indicators in the research area, of which more than 50% of the experts selected 94 codes, and the codes that are of the same type were placed in a separate group. The results of examining and extracting corporate venture capital factors in the banking system based on the SIP model showed that these factors include output, context, input, and process. The outcomes related to output include the creation of non-financial value, financial value, strengthening the business and continuous strategy, strengthening the ecosystem and exploiting complementary assets, expanding the identification and adoption of new and emerging technologies and opportunities. The results related to the context include general favorable investment conditions, specific favorable investment conditions, external organizational environment, internal organizational environment, and input-related results including behavior, investment, assets, and finance; and finally the results related to the process include pre-investment actions, initial investment actions, mature investment, actions during investment, communication ecosystem, risk, experience and interaction, investment restrictions, intelligent management, and strategic organization.
Research Methodology
The present study is an applicable study in terms of orientation, and a field study in terms of data collection. The statistical population of the study is investment and income generation experts in the field of social security, and sampling was carried out based on expertise in these fields. The sample size in this study is 10 people. Structured interview tools with experts and expert survey and priority survey questionnaires were used to collect data.
Research Findings
Quantitative Delphi and Marcus techniques were used to analyze the research findings. The results showed that 29 drivers were extracted through literature review and structured interviews with social security experts. In the next step, these drivers were screened using the fuzzy Delphi method. Nine drivers had a desirable defuzziness number and were selected for the final ranking. The final drivers were prioritized using the Marcus method. The prioritized drivers were: the drivers of the level of cooperation of the Social Security Organization with technology startups, the level of cooperation of the country's financial institutions and institutions with FinTechs, and the development of RegTechs.
Conclusion
The present study was conducted with the aim of identifying the drivers affecting the future of investment in the Iranian Social Security Organization, emphasizing the role of technology. The results of this research are in agreement with those of Arabi et al, (2022), Ashtiani et al, (2024), Alipour et al, (2021), Madsen (2021), Kaminski et al, (2019), Liang et al, (2018), Hsieh et al, (2019), Moon & Hwang (2018), Majidi Khameneh et al, (2023), Chizari et al, (2022), Enaiati et al, (2022), Zobeiri & Motameni (2020), and Naeij Haghighi et al, (2019). Chizari et al, (2022) showed that the value of FinTech startups, in addition to their own characteristics and performance, is affected by the intervening conditions of the strategic views of banks and financial institutions, their risks and contributions, as the main buyers of these companies. In addition, it was found that background conditions such as investor exit routes, the need for reinvestment, and the consequences of mergers and acquisitions also affect the value of FinTech startups.
According to the results of the study, the following suggestions were made:
To strengthen the cooperation of the Social Security Organization with technology startups, several solutions and strategies can be used that benefit both the Social Security Organization and the startups. The Social Security Organization can organize cooperation events, conferences, and workshops with the presence of technology startups to create an atmosphere of interaction between the organization's managers and technology activists. Creating online platforms for direct communication between startups and the Social Security Organization can help exchange information, needs, and ideas. The next issue is to pay attention to financial support and facilities. The Social Security Organization, as a government or quasi-government institution, can support startups on their path to growth by providing facilities or joint investment. This institution can help startups attract investors or develop their business models. Partnering in joint projects also strengthens cooperation between the Social Security Organization and technology startups. The Social Security Organization can cooperate with startups in projects to digitize social security services. For example, launching online systems or mobile applications to facilitate access to social security services is a very desirable example. 

Abstract Abstract This study was conducted to investigate the mediating role of emulation and status-oriented consumption in the effect of consumer materialism on the intention to purchase Apple products. The research method is applicable in terms of its purpose, quantitative in terms of its implementation method, and descriptive-correlational in terms of its nature and method. The statistical population of the study was all consumers over 18 years of age of the Apple brand in Yazd. The statistical sample was selected from the aforementioned individuals using the convenience sampling method. A standard questionnaire based on the 5-point Likert scale was used to collect research data. The content validity of the tool was confirmed by experts and Cronbach's alpha method 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 should be greater than 0.5. SPSS and PLS software were used to analyze the data. The research findings show that consumer materialism does not have a direct positive and significant effect on Apple brand consumers' purchase intention. However, the mediating role of status-oriented consumption and emulation in the relationship between materialism and purchase intention was confirmed. Introduction Consumer materialism is one of the key variables in consumer behavior research. Consumer materialism is defined as a system of deep beliefs and values ​​on the importance of having and obtaining material goods; such that materialistic consumers place ownership and collection of goods at the center of their lives and see it as a way to achieve personal satisfaction, happiness, and social identity (Shammout et al., 2022). Consumer materialism can be described as a value-based orientation in which material goods and the consequences of owning them are the main criteria for measuring one’s success, happiness, and status in society; such consumers tend to exhibit more impulsive buying behaviors, dependence on goods, and status competition (Štefko et al., 2025). Studies show that the motivation to purchase luxury brands has increased significantly for Asian consumers. Cultural values ​​have been shown to influence consumer behavior in many studies. Establishing the relationship between cultural values ​​and the motivation to consume luxury goods is useful for luxury goods marketers. Materialism seems to be one of the important factors affecting the intention to purchase luxury goods (Shammout et al., 2022(. Status-oriented consumption, the tendency to wear expensive and flashy clothes, the tendency to consume expensive goods, the display of honors, and the desire to show off one's lineage are among the characteristics of the affluent class of societies (Safari, 2024). Other behavioral characteristics of this class include: avoiding productive and physical work, pretending to be comfortable, tendency towards conservatism to make oneself appear respectable, tendency to show off one's lineage, longevity, and a competitive and predatory nature. Along with competitive methods, this class is always busy with consumption, extravagance, and ostentatious self-display to show off their honors in order to vanquish others in the battlefield. Another type of consumption considered in this study is the display or show-off consumption, the main purpose of which is to attract the attention of others and differentiate themselves from others, which is done with the emulation (Yang et al., 2025). In Iran, consumer behavior patterns have undergone significant changes in recent years and have tended towards consumerism, which reveals the need for investigation and behaviorism more than ever. In describing the new wave of consumerism in the last few years, we can point to issues such as oil revenues (and as a result, the uncontrolled import of final consumer goods), the targeting of subsidies (the emergence of new consumer classes and the creation of a fixed monthly income for a part of society), the rejuvenation of society, etc. In light of the above explanations, the main issue of this research is the effect of consumer materialism on purchase intention with regard to the mediating role of the variables of emulation and status-oriented consumption among Apple brand consumers in Yazd. Theoretical foundations Consumer materialism Consumer materialism is a personal goal that leads individuals to have a greater commitment to buying and owning material goods. On the other hand, materialism is an individual's attachment to material things and worldly possessions to achieve their desires. Materialists consider the acquisition of goods as their personal goal, which affects their lifestyle (farhodi et al., 2025). Status-oriented consumption Status-oriented consumption refers to a pattern of consumer behavior in which individuals choose goods and brands to display their social status, success, and distinction from others. Contemporary research considers status-oriented consumption beyond mere display consumption and analyzes it as a multidimensional construct related to social identity, self-concept, and symbolic brand values ​​(Han et al., 2022). In today's markets, premium technology brands such as Apple have provided a suitable platform for the emergence of status-oriented consumption due to their global reputation, high price, and distinctive design. Prestige-seeking motives are even stronger predictors of purchase intention for prestige brands compared to functional factors such as perceived quality (Han et al., 2022). Emulation Emulation refers to a situation where an individual desires to have similar expensive objects or goods or to do relatively similar tasks and activities that his friends or those around him do; because the individual is worried about being considered less important than others in social terms. Emulation has caused consumers to focus on social and emotional needs in addition to functional needs, and emulation-based shopping is often an irrational purchase and is made to define the identity of the users by the product (Sojoodi, 2024). Štefko et al. (2025) examined the "Relationship between materialism, consumer ethnocentrism and compulsive shopping in the Slovak market". The results showed that higher levels of materialism are directly related to higher levels of compulsive shopping; but the mediating role of ethnocentrism between materialism and compulsive shopping was not confirmed. Barbieri et al. (2025) investigated the "Relationship between consumer materialism and impulse buying". The study included a systematic review and meta-analysis, and scientific literature was reviewed until March 2024. In total, 55 studies were selected according to the inclusion criteria. The results showed that there was a positive and significant correlation between impulse buying and all dimensions of materialism. Age and gender did not play a significant role in moderating the relationship. Şen Doğan (2025) investigated the "Effect of materialism on impulse buying through the Diderot effect among 416 adult consumers in Turkey in digital environments". The results showed that materialism increases the Diderot effect. The Diderot effect strengthens impulse buying. Materialism affects impulse buying both directly and indirectly through the Diderot effect. Research Methodology This study is applicable in terms of purpose, and descriptive-correlational in terms of method. The statistical population of the study is all consumers of the Apple brand over 18 years of age in Yazd. To collect data, a researcher-made questionnaire on a five-point Likert scale was used. The findings from the Cronbach's alpha test and composite reliability to measure the reliability of the research tool are reported in Table 2. To examine the validity of the tool, content validity (expert opinion survey) was used and its validity was confirmed. Then, 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 research variables must be greater than 0.5. In order to test the research hypotheses, structural equation modeling was used in the context of smart pls2 statistical software. Findings The variables of status-oriented consumption and emulative behavior play a full mediating role in the effect of consumer materialism on purchase intention, and the findings also showed that consumer materialism affects the purchase intention of Apple brand consumers in Yazd through the variables of status-oriented consumption and emulative behavior. Discussion and Conclusion The results showed that the direct effect of consumer materialism on purchase intention is not significant. This is consistent with the findings of Shammout et al. (2022) which concluded that the direct relationship between materialism and the intention to purchase luxury goods of Jordanian consumers is not significant. In other words, they found that Jordanian consumers purchase luxury goods more to maintain their social status and to follow the current trends in their social groups. Another result indicated that consumer materialism has a significant and direct effect on status-oriented consumption. This finding is consistent with the findings of Dinh & Lee (2024) who found that exposure to social media content and influencers activates social comparison processes and strengthens materialistic tendencies and ultimately the tendency to status-oriented consumption (Dinh & Lee, 2024). The results showed that consumer materialism has a significant effect on consumers' purchase intention through the mediation of status-oriented consumption. The result of this study is consistent with Balabanis & Stathopoulou (2021) who found that materialistic consumers are more inclined to make status-oriented purchases. This indicates that consumers with high materialistic values ​​are more inclined to consume for prestige and status and are likely to be driven to purchase under the influence of the need for uniqueness (Balabanis & Stathopoulou, 2021). Materialists tend to buy symbolic goods to restore or enhance their social image, and this status-oriented behavior can lead to purchase intention (especially for luxury or symbolic goods) (Dinh & Lee, 2024). The results showed that consumer materialism has a significant effect on consumers' purchase intention through the mediation of mediatory and emulation. The result of this study was consistent with the study of Shammout et al, (2022). It showed that materialism in societies with higher percentages of social attitudes can be described as traditions and norms within a cultural environment where interpersonal influences are strong and people tend to conform to others until materialism becomes their social norm (Shammout et al., 2022).

Abstract Abstract The present study was conducted with the aim of modeling the factors affecting customer orientation in the insurance industry. This research is explanatory, exploratory, and developmental in nature. The participants consisted of 384 employees of agencies representing ten leading insurance companies in the northwest of the country in 2023, including Iran Insurance, Mellat, Asia, Parsian, Alborz, Dana, Saman, Karafarin, Moallem, and Razi Insurance Companies, selected through random cluster sampling based on the Morgan table. The data collection instrument was a questionnaire derived from the qualitative findings, and data analysis was carried out through descriptive statistics and structural equation modeling in SPSS23 and AMOS software at a significance level of 0.05. The findings showed that the research model had a good fit and that all factors, including the development of financial solvency (sig = 0.007), customer satisfaction (sig = 0.009), improvement of information and communication technology (sig = 0.011), brand development (sig = 0.003), development of insurtechs (sig = 0.001), development of content marketing (sig = 0.019), advanced customer relationship management (sig = 0.008), and organizational excellence (sig = 0.013), had a positive and significant effect on customer orientation in the insurance industry. Therefore, customer orientation in the insurance industry is influenced by various factors, including the development of financial solvency, customer satisfaction, improvement of information and communication technology, brand development, development of insurtechs, development of content marketing, advanced customer relationship management, and organizational excellence. Managers and officials of insurance agencies in the northwest of the country can enhance these factors in order to adopt a customer-oriented approach in their organizations. Introduction In today’s world, with technological advancement and easy access to information, few individuals remain unaware of the diversity of insurance products and services (Appelbaum & Albin, 2024). This variety of products and services, along with the large number of insurance companies, has created an increasingly competitive market among insurers (Zhang, 2019). Under such conditions, insurance companies, in order to increase profitability and gain a larger market share, need to utilize up-to-date technologies to attract and retain customers and to enhance policyholders’ satisfaction (Yu, 2024). Regardless of the specific product being promoted, marketing approaches in the insurance industry, as well as service delivery and responsiveness to customer requests, must be carried out in a mechanized manner within an integrated interactive platform. This approach helps meet customers’ need for a continuous and personalized relationship with the insurance company and ultimately increases customer satisfaction (Pan et al., 2023). A review of previous studies in the field of customer orientation in the insurance industry indicates several shortcomings. First, many existing studies have been conducted in a fragmented manner and without a comprehensive perspective on the various dimensions of customer orientation in this specific industry, often focusing mainly on general aspects of customer relationship management. However, due to the complex nature of insurance products, information asymmetry, and the high sensitivity of customer trust, the insurance industry requires a dedicated and industry-specific model. Second, recent technological developments, such as the emergence of insurtech and the changing expectations of customers in the digital era, have received limited attention in traditional customer orientation models. Third, the impact of industry-specific environmental and regulatory factors, such as insurance regulations and competition among insurance companies and emerging financial institutions, has not been sufficiently examined in previous models. These limitations highlight the necessity of comprehensively and contextually examining the factors influencing customer orientation while taking into account both the inherent characteristics of the insurance industry and recent transformations. The need for this research arises from the fact that, despite increasing competition, changing customer behavior, and the expansion of digital services, the insurance industry in Iran still faces significant challenges in accurately understanding and responding to customer needs. The main research problem is that, despite the vital importance of customer orientation for the survival and growth of insurance companies, the factors affecting its formation and reinforcement have not been coherently identified and modeled. Consequently, it remains unclear which variables influence customer orientation, through what mechanisms, and to what extent. Therefore, the present study seeks to answer the question: What are the factors affecting customer orientation in the insurance industry, and how do these factors influence customer orientation in this sector? Theoretical Framework Customer Orientation Customer orientation, as one of the behavioral elements of market orientation, refers to having a sufficient understanding of people in order to continuously create superior value for them. Employee planning is directed toward meeting needs and responding to requests in accordance with job conditions (Emami et al., 2025). Listening to the voice of customers and providing products and services that match their highest preferences, along with delivering the best possible services, are all part of this approach (Asadi et al., 2025). Customer orientation establishes the necessary evaluations through resource allocation priorities in order to assess superior value and customer satisfaction. Insurance In 1947, the first health insurance program was introduced for employees of the Iranian Tobacco Company. By 1948, several government organizations were covered by health insurance through different mechanisms. In the same year, an organization called the Government Employees Insurance Organization was established to provide coverage for government employees and to pay their medical expenses up to a specified limit. In 1973, the Health Insurance Organization was established, and in 1977 the Health Insurance Organization and the Social Security Organization were merged into the Ministry of Health. After the victory of the Islamic Revolution in Iran in 1979, the Social Security Organization was separated again from the Ministry of Health and continued its activities independently. The Medical Services Organization continued its activities under the title of the Department of Insurance, Revenue, and Medical Records within healthcare organizations until October 1995, when, through the efforts of policymakers and legislators and with the approval and implementation of universal insurance, a new phase of hope emerged for all members of society. With the continuous efforts of the officials of the Health Insurance Organization, the outcomes of this initiative became visible and tangible. However, it remains necessary for this humanitarian initiative to continue while addressing the existing challenges and obstacles within the administrative system and identifying appropriate, principled, scientific, and legal pathways for making effective progress toward societal development (Hadavand et al., 2020). Kaur and Singh (2025), in their study titled “Examining the Impact of Insurance Technology Adoption in the Indian Life Insurance Industry: A Customer Satisfaction Perspective”, concluded that customer orientation is a key factor in ensuring the survival of an organization or institution. Retaining existing customers and attracting new ones is therefore essential for all organizations, particularly insurance companies. Kim and Yi (2025) conducted research titled “Customer Orientation and Sales Orientations of Insurance Planners, Seller Influence Tactics, Relationship Quality, and Their Impact on Sales Performance”. Their findings emphasized the role of relationship quality and effective interaction with insurance customers in enhancing customer orientation and ultimately improving sales performance. Research Methodology This study is explanatory, exploratory, and developmental in nature. The statistical population consisted of representatives of the ten leading insurance companies in the northwest region of Iran in 2023, including Iran Insurance, Mellat Insurance, Asia Insurance, Parsian Insurance, Alborz Insurance, Dana Insurance, Saman Insurance, Karafarin Insurance, Moallem Insurance, and Razi Insurance. Considering that the number of representatives in the northwest region exceeded 10,000, the Morgan table was utilized to determine the sample size, and 384 individuals were selected as the statistical sample. The sampling method was cluster random sampling. For data collection, since this study was derived from a doctoral dissertation conducted by a mixed-methods approach, a structured questionnaire based on the qualitative findings of the dissertation was utilized. The questionnaires were completed online. Regarding data analysis, descriptive statistics were used to describe, collect, and classify the information obtained from the sample. In addition, Structural Equation Modeling (SEM) was employed to test and fit the research model. In this study, SEM analysis was conducted through AMOS software, while descriptive statistical analyses were performed by SPSS version 23 at a significance level of 0.05. Research Findings The results related to the gender of the respondents indicated that 39% of the sample were women and 61% were men. Regarding age distribution, 6% of the respondents were in the “30 years and below” age group, 54% were in the “31–40 years” age group, 35% were in the “41–50 years” age group, and 5% were in the “above 50 years” age group. The educational background of the respondents showed that 5% had a diploma or less than a diploma, 30% held an associate degree, 51% had a bachelor’s degree, and 14% held a master’s degree. The inferential results also indicated that the research model had an acceptable fit. All examined factors had a positive and significant effect on customer orientation in the insurance industry. These factors included financial solvency development (sig = 0.007), customer satisfaction (sig = 0.009), improvement of information and communication technology (sig = 0.011), brand development (sig = 0.003), development of insurtech (sig = 0.001), development of content marketing (sig = 0.019), advanced customer relationship management (sig = 0.008), and organizational excellence (sig = 0.013). Conclusion The present study aimed to model the factors influencing customer orientation in the Iranian insurance industry. The key findings indicate that the proposed conceptual model demonstrates a satisfactory statistical fit and that all independent variables have a positive and significant effect on customer orientation. Based on the magnitude of their effects, these factors are prioritized as follows: advanced customer relationship management, development of insurtech, development of content marketing, brand development, improvement of information and communication technology, organizational excellence, customer satisfaction, and finally, development of financial solvency. The findings of this study show substantial alignment with prior research in the field of customer orientation. For instance, the emphasis on advanced customer relationship management as the most influential factor is consistent with the results of studies such as Shadpour et al. (2024), which demonstrated that CRM directly affects customer orientation and customer experience through service personalization. Overall, this research reveals that achieving customer orientation in the Iranian insurance industry requires a multidimensional approach, with the optimization of customer relationship management positioned at its core. Accordingly, based on the research results, the following recommendations are proposed: insurance companies should make substantial investments in modern CRM platforms, customer data analytics, and employee training to ensure effective use of these tools. In addition, establishing or collaborating with insurtech startups is essential for delivering innovative services, simplifying processes, and enhancing user experience. Furthermore, producing educational, informative, and value-creating content tailored to the needs and concerns of insurance customers can contribute significantly to attracting and retaining them.

Abstract Abstract The aim of this study is to present a model of the influence of psychological ownership and risk with the mediating role of organizational justice, organizational commitment and job satisfaction. This research is applicable in terms of its purpose, descriptive-analytical in terms of data collection, and is a survey-based, correlational research. The statistical population of the study includes 400 accountants, managers and auditors selected through a random sampling method. A researcher-made questionnaire was used to collect research data. SPSS software was used to analyze the data; LISREL software was used to model the structural equations of the research; and Stata software, bootstrap, and Sobel methods were used in the part of the mediator role test. The results showed that there is no significant relationship between psychological ownership and risk. There is no significant relationship between organizational commitment and risk. There is a positive and significant relationship between organizational justice and risk. There is no significant relationship between job satisfaction and risk. There is a positive and significant relationship between psychological ownership and risk with the mediating role of organizational justice; there is no significant relationship between psychological ownership and risk with the mediating role of organizational commitment. There is a positive and significant relationship between psychological ownership and risk with the mediating role of job satisfaction. Introduction Recent psychological theories show that having authority in the workplace can play an important role in relationships between individuals in the organization. With increasing authority, employees' expectations from the organization increase. Increased wages and legal benefits, increased access to information, decision-making, and increased responsibilities are among these expectations (Soltanzadeh et al, 2016). Some researchers claim that employees' financial ownership of part of the organization as a shareholder can affect important factors such as employee behavior and motivation, as well as the planning of the organization's owners. Among the topics entered the realm of organizational behavior, management and psychology is psychological ownership, which has become increasingly important after new theories and research in industrial and organizational psychology and management and has become one of the main topics of management (Farzinfar et al, 2022). Psychological ownership is a state in which an individual attributes his or her sense of ownership to any of various fields such as the organization, job, and work tasks, work tools and equipment, ideas, suggestions, and members of his or her group. In addition to being defined from a traditional and real, formal, and legal perspective; the concept of ownership also has a psychological or mental state. The concept of psychological ownership is initially motivated by the motivation of establishing a connection between employee attitudes and behaviors by modeling the concept of ownership and its effects, claiming that creating a sense of belonging creates constructive organizational, group, and individual effects (Preston & Gelman, 2020). On the other hand, injustice causes damage to human dignity, the outflow of social capital, and a decrease in national determination to act, and threatens the health of society. The perception of organizational justice is a fundamental requirement for the effective functioning of organizations, the personal satisfaction of employees, and plays a very important role in shaping their attitudes and behaviors (Barimani & Abbaszadeh, 2019). Organizational justice is an important determinant of the attitudes, decisions, and behaviors of individuals in the workplace. Organizational justice is a multidimensional social construct that explains how individuals perceive fairness in their workplace (Shahi et al, 2017). In this type of ownership, emotional components play a very prominent role, and perhaps the most important aspect of this ownership is its emotional sense. Considering the above, the researcher tries to address the main question: What is the model of the influence of psychological ownership and risk on the mediating role of organizational justice, organizational commitment, and job satisfaction? Theoretical Framework Psychological Ownership Psychological ownership is the emotional and cognitive attachment between an individual and property that affects the individual's behavior and self-perception. Therefore, psychological ownership has emotional, cognitive, and behavioral dimensions that manifest at the individual or group level. Thus, the semantic core of psychological ownership is the feeling of ownership about an object (Farzinfar et al, 2022). Risk Risk is considered an integral part of all business activities, and its effective management helps organizations in preventing financial problems and carrying out capital budgeting, and also improves the decision-making process (Mahmoudi & Pourshahabi, 2023). Organizational Justice Accordingly, organizational justice is defined as the perception of employees about the fairness of the workplace. In other words, the perception of fairness in the workplace by employees is called organizational justice, which has a direct impact on their attitude and performance (Parven & Awan, 2018). Organizational Commitment Organizational commitment is a condition in which employees show a strong interest in the values ​​and goals of the organization. In addition, organizational commitment means more than formal membership of employees because it includes liking the organization and the willingness to perform a high level of voluntary, collaborative, and supportive efforts for the benefit of the organization in order to achieve its goals (Nahak & Ellitan, 2022). Job Satisfaction Job satisfaction is the internal state of employees regarding the degree of favorable or unfavorable feelings about the effective or cognitive evaluation of the job experience. In other words, the extent to which employees like their job is called satisfaction, and the extent to which they hate their job is called dissatisfaction. Job satisfaction indicates the extent to which people are satisfied with and love their job. Some people enjoy their job and consider it the main focus of their lives, and some hate their job and do it only because they have to (Farhani, 2023). Darvishi & Ashrafi (2024) studied the effect of talent management on organizational commitment with the mediating role of organizational justice among employees of Farhangian University of West Azerbaijan Province. Analysis of the collected data showed that talent management is effective by 83% on organizational justice and by 42% on organizational commitment of employees. Organizational justice also affects organizational commitment by 48%. Also, talent management has a mediating role. Organizational justice has a mediating role on employee organizational commitment by 4.21 using the Sobel test. Therefore, according to the statistical results, all research hypotheses were confirmed and the overall conclusion of the research was that organizational justice has a mediating role between the relationship of talent management and employee organizational commitment. Brundin et al, (2023) studied leaving the family business: the dynamics of psychological ownership. They concluded that, contrary to the prevailing and common belief that psychological ownership is static, psych it will have different meanings for different people at different times and has a dynamic nature. Research Methodology This research is applicable in terms of its purpose, descriptive-analytical in terms of data collection, and is a survey-based, correlational research. The statistical population of the study includes 400 accountants, managers and auditors selected through a random sampling method. A researcher-made questionnaire was used to collect research data. Research findings SPSS software was used to analyze the data; LISREL software was used to model the structural equations of the research; and Stata software, bootstrap, and Sobel methods were used in the part of the mediator role test. The results showed that there is no significant relationship between psychological ownership and risk. There is no significant relationship between organizational commitment and risk. There is a positive and significant relationship between organizational justice and risk. There is no significant relationship between job satisfaction and risk. There is a positive and significant relationship between psychological ownership and risk with the mediating role of organizational justice; there is no significant relationship between psychological ownership and risk with the mediating role of organizational commitment. There is a positive and significant relationship between psychological ownership and risk with the mediating role of job satisfaction. Conclusion The present study was conducted with the aim of presenting a model of the influence of psychological ownership and risk with the mediating role of organizational justice, organizational commitment and job satisfaction. The results of this study are consistent with the results of Darvishi & Ashrafi (2024), Brundin et al, (2023), Aslani (2023), Enver et al, (2022), Alikarami et al, (2022), Jakada et al, (2021), Hasiri et al, (2020), Nooraee (2019), and Trop et al, (2018). Aslani (2023) showed that psychological ownership had a positive and significant effect on employee retention with the mediating role of commitment. The following suggestions are for future research: Psychological ownership of managers may cause the selection of methods from accepted accounting standards that create more appropriate profits and insufficient disclosure of financial information. As a result, it is suggested that the relationship between psychological ownership of managers and profit distortion be investigated. It is suggested to examine the effect of ownership concentration, number of shareholders and owners on psychological ownership, and financing methods (equity or debt based).

Abstract Abstract The aim of this research is to design and validate a corporate governance measurement model with an emphasis on physical asset management with a fuzzy Delphi approach and factor analysis (case study: thermal power plants in the country). This research is classified as mixed research (quantitative-qualitative) in terms of strategy. The fuzzy Delphi method was used in the qualitative part and the first and second order confirmatory factor analysis was used in the quantitative part. The panel members in the fuzzy Delphi method were fifteen experts and the number of samples in the confirmatory factor analysis was estimated to be 156 samples. The fuzzy Delphi method was implemented in three rounds and the experts reached a consensus on the selected indicators. The number of panel members in this part was fifteen. The fuzzy Delphi method was used for data analysis in the qualitative part, and SPSS and PLS were used in the quantitative part. The results showed that the designed model consists of ten dimensions include 1) strategy; 2) process optimization; 3) equipment; 4) management and support systems; 5) supply chain management; 6) performance management and evaluation; 7) work management and organization; 8) primary care; 9) teamwork with a focus on a systems perspective and 10) employees. According to the results obtained in line with the identified dimensions, the process optimization dimension with a path coefficient of 0.856 was identified as the most important dimension, performance management and evaluation with a path coefficient of 0.832 as the second dimension and equipment with a path coefficient of 0.83 as the third important dimension in the model. Introduction Corporate governance is recognized as a requirement for achieving market integrity and efficiency, financial stability, and economic growth, and several mechanisms are used to strengthen the supervisory and control functions of corporate governance, effectively regulate management power, and protect stakeholder interests (Hassan & Saleh, 2023), and this view can be explained according to agency theory (Shepardson, 2019). In general, the role of corporate governance as a tool for legitimizing and its relationship with investment risk and return can be analyzed. In this analysis, legitimacy is understood as the adoption of voluntary practices to obtain the highest level of corporate governance and, as a result, gain more credibility in the market (Miranda et al., 2021). Hence, one of the main motivations for companies to adopt corporate governance practices is to legitimize them in the market. Legitimacy can be defined as the need for an organization to establish itself as an existential philosophy in the face of the market. For this reason, adopting management practices that are well accepted by the market can be a strategy for legitimizing the organization, which is beneficial to the investment environment and encourages investment. Legitimizing causes the organization to experience less volatility among other organizations in the event of financial crises and its investors to bear less risk. Therefore, for organizations, considering their ability to legitimize themselves and provide higher returns to investors, being at a higher level of corporate governance would be a logical strategy (Rossoni & Mendes-Da-Silva, 2018). Therefore, corporate governance with a focus on physical asset management can be one of the acceptable strategies in the market of various industries (Elnahass et al., 2022). The management of physical assets such as buildings, infrastructure, facilities, and transportation is a branch of the asset management discipline. Today, asset management is widely used in academia and industry as a business process and as a strategic discipline. Asset management is defined as a coordinated activity of an organization to monitor, control, use, and value the assets of an organization. This mechanism involves balancing costs, opportunities, and risks against the desired performance of assets to achieve organizational goals. The life cycle of a typical asset consists of five main stages: acquisition, deployment, operation, maintenance, and retirement. In this regard, physical asset management takes steps and moves with appropriate strategies for each of the five stages. However, physical asset management in various industries has shown that despite numerous measures, shortcomings were identified after its implementation, which led to poor performance for the organization. These shortcomings occurred not only from a safety and financial perspective, but also from a social and environmental perspective and have a destructive impact on organizations (Moerman et al., 2021). Considering the material presented in this article, we are looking for the question: how is the designing and validating of a corporate governance measurement model with an emphasis on physical asset management using a fuzzy Delphi approach and factor analysis (case study: thermal power plants in the country)? Theoretical Framework Physical Asset Management Physical asset management is known as a set of activities related to the identification of required assets, which generally follows the identification of financial needs; acquisition of assets; provision of logistical and maintenance support systems for assets and disposal or renewal of assets, to effectively and efficiently achieve the desired goal. Hence, physical asset management focuses on asset identification; identification of performance requirements; asset performance assessment; maintenance plan; management of repair and maintenance operations; life cycle cost analysis; life cycle analysis and asset life prediction (Brous et al., 2019). Farahmand et al. (2025) studied the modeling of corporate governance in the economic growth of companies listed on the Tehran Stock Exchange. In their research, they acknowledged that corporate governance has a significant effect on the economic growth rate. Yusefi et al. (2025) examined the provision of an integrated framework for managing physical assets of oil and gas wells with a focus on life cycle management. The results show that the six dimensions of cultural change and organizational context, well equipment information management, prevention of premature deterioration, optimization of programs and resources, life cycle management and performance management and continuous improvement, will have a significant impact on the coherence and optimal management of programs and activities in the management of physical assets of equipment-oriented manufacturing companies. Research Methodology This research is classified as mixed research (quantitative-qualitative) in terms of strategy. The fuzzy Delphi method was used in the qualitative part and the first and second order confirmatory factor analysis was used in the quantitative part. The panel members in the fuzzy Delphi method were fifteen experts and the number of samples in the confirmatory factor analysis was estimated to be 156 samples. The fuzzy Delphi method was implemented in three rounds and the experts reached a consensus on the selected indicators. The number of panel members in this section was fifteen. Research findings For data analysis in the qualitative section, the fuzzy Delphi method was used, and in the quantitative section, SPSS and PLS were used. The results showed that the designed model consists of ten dimensions, which include 1) strategy; 2) process optimization; 3) equipment; 4) management and support systems; 5) supply chain management; 6) performance management and evaluation; 7) work management and organization; 8) primary care; 9) teamwork with a focus on a systems perspective, and 10) employees. According to the results obtained in line with the identified dimensions, the process optimization dimension with a path coefficient of 0.856 was identified as the most important dimension, performance management and evaluation with a path coefficient of 0.832 as the second dimension, and equipment with a path coefficient of 0.83 as the third important dimension in the model. Conclusion The present study aimed to design and validate a corporate governance measurement model with an emphasis on physical asset management using a fuzzy Delphi approach and factor analysis (case study: thermal power plants in the country). The results of this study are consistent with the results of Farahmand et al. (2025), Yusefi et al. (2025), Aslani et al. (2025), Ghaeed et al. (2024), Kazemi (2024), and Maletič et al. (2020). Yusefi et al (2025) showed that six dimensions; cultural change and organizational context, well equipment information management, prevention of premature deterioration, optimization of programs and resources, life cycle management and performance management and continuous improvement, will have a significant impact on the coherence and optimal management of programs and activities in the management of physical assets of equipment-oriented manufacturing companies.To improve and strengthen corporate governance with an emphasis on physical asset management, it is recommended that special attention be paid to these three dimensions, process optimization, performance management and evaluation, and equipment, compared to other dimensions.

Abstract Abstract The purpose of this research is to provide a customer loyalty model based on the five senses with the mediating role of perceived value in the insurance industry (case study of life and investment insurance). The research method is applicable in terms of purpose, and descriptive-survey in terms of the conducting method. According to the subject nature of the research model and professors' opinions, the statistical population of the research is the insurance buyers; and due to the limited statistical population, 384 people were selected using Cochran's formula; and the random sampling method is simple. The collection tool is a researcher-made questionnaire, taken from the qualitative part of the research. SPSS and PLS software were used for analysis. Also, confirmatory factor analysis was used to show the reliability of the questionnaire. The results showed that the five senses with the mediating role of perceived value have a positive and direct effect on customer loyalty, and the fit of the proposed model for the relationship of the variables has been confirmed. Extended Abstract Introduction In order to create a positive relationship with customers, businesses must effectively manage marketing strategies as a tool to meet customer needs and build customer loyalty. While customer retention is an essential element in strengthening the company's profitability; loyalty is created with the aim of creating a long-term relationship between companies and their customers (Hwang et al, 2019). The main reason for the importance and loyalty of customers for service companies is that with the increase of loyal customers, the number of visits and purchases increases, which leads to a larger market share for that company. In fact, in order to survive in tough competition and keep existing customers, predicting the potential of loyal customers has become one of the main tasks of strategic managers (Khan et al, 2019). Another factor in customer loyalty research literature is the perceived value of customers, which is assigned to the perception that a person has about a product or service. It is possible that this belief is based on the thought of the experience of the individual's point of view, which is measured according to the ratio of the cost paid for that product or service and the value received (Ashraf et al, 2018). These beliefs, based on past studies of factors, have been effective on customer loyalty An era in which companies, regardless of whether they sell traditional consumer goods or provide services, consider effecting and influencing customers in new, stimulating, innovative and creative ways. Marketing enters this era in a situation where tested ideas and concepts are being revised. Traditional marketing is slowly disappearing and giving way to new methods such as sensory marketing. Sensory marketing emphasizes the use of five human senses (sight, hearing, smell, taste and touch) in the field of marketing. The ultimate goal of sensory marketing is to create a sensory experience with the help of the five human senses (Hamacher & Buchkremer, 2022). According to the mentioned points, the researcher is trying to answer the main question of how to present the customer loyalty model based on the five senses with the mediating role of perceived value in the insurance industry. Literature The perceived value of the brand is necessary, through a complex process and a comprehensive approach, to lead towards the desired repeated purchase behavior, and finally the perceived value is the consumer's overall assessment of the desirability of a product based on the perceptions he has of the receipts and payments (Salehi Seghiani et al, 2019). Loyalty is the total amount of feelings and attitude that makes the customer buy again certain goods and services from the company (Shahid et al, 2022). In general, customer loyalty is always defined as a sales frequency with a relative volume of purchases from the same branch (Jenneboer et al, 2022). The goal of most organizations is to achieve customer satisfaction. Customer satisfaction with the services provided leads to recommending the product or service to other customers (Chisam et ai, 2022). In the customer's interaction with the company, environmental information is received by the five senses. Compatibility or lack of compatibility of the characteristics of the environment with the sensory tastes of the customer can cause satisfaction or dissatisfaction of the customer. Bahrami et al, (2022) investigated the impact of citizenship behavior and cooperative behavior of customers on their perceived value and satisfaction. The findings showed that citizenship behavior and cooperative customer behavior have a positive and significant effect on the perceived value of customers. The perceived value of customers has a positive and significant effect on their satisfaction. Also, the mediating role of perceived value in the relationship between citizenship behavior-customer satisfaction and cooperative behavior-customer satisfaction was confirmed. Asgari & Fazeli (2022) investigated the impact of mixed sensory marketing on customer loyalty in Iran's clothing industry. The results of the research showed that all sensory marketing components, except the interaction component, have a positive and significant effect on customer loyalty. Research methodology This research is applicable in terms of purpose, and descriptive-survey in terms of implementation method. According to the subject nature of the research model and professors' opinions, the statistical population of the research is the insurance buyers, which in the current research is a study on life insurance and investment. According to the obtained statistics, the number of the population was about 384 people, due to the limited statistical population, Cochran's formula was used and the random sampling method is simple. The tool for data-collecting is the questionnaire made by the researcher, which is related to the investigation of the relationship between the dimensions of the five senses and the perceived value on customer loyalty in the insurance industry, and is taken from the qualitative section; which includes 4 dimensions for perceived value (economic value, social value, perceptual value and emotional value), 5 dimensions for five senses (sense of sight, sense of hearing, sense of touch, sense of smell, and sense of taste), and 3 dimensions for customer loyalty (behavioral loyalty, attitudinal loyalty, and emotional loyalty).  Research findings Data analysis was done using SPSS and PLS software. The present research has seventeen hypotheses, all of which were confirmed, and the results showed that the five senses with the mediating role of perceived value have a direct and significant effect on customer loyalty, and the fit of the proposed model for the relationship of the variables has been confirmed. Conclusion The current research was conducted with the aim of presenting the customer loyalty model based on the five senses with the mediating role of perceived value in the insurance industry (case study of life and investment insurance). This finding is consistent with research findings of Bahrami et al, (2022), Behruzi & Sohrabi (2022), Asgari & Fazeli (2022), Lv et al, (2020), Hwang et al, (2019), and El-Adly (2018). Lumi et al, (2022) showed that the perceived image and value of customers has a positive and significant effect on the satisfaction and eventually on the attitudinal loyalty of customers, and this causes them to increase the intention to buy again. Ezati & Mazhari (2021) showed that brand equity, brand identity and brand loyalty have a positive and significant effect on repurchase intention. According to the research results, it is suggested: - Customer loyalty can play an important role in the success of organizations; finding out the effective factors on customer loyalty will help managers and employees of organizations to get closer to customers and respond to their needs faster and better. - By specifying the goals of the organization; organizational processes, the support of the managers of the organization to the employees, the system of payments and benefits, and the promotion system in the organization are among the things that can affect the perceived value. Adequate knowledge of buyers and target customers should be done because in order to be able to create excellent and superior value for them, it should be done continuously to ensure the customer's interests.

Abstract Abstract This research aims to model the decline in the value of the Myket brand, as one of the leading platforms for distributing mobile applications in Iran, using Weibull distribution. Data were collected from Myket's financial statements (including operating income of 357 billion Tomans and evaluation costs of 8 billion Tomans per year (2024) and non-financial indicators such as 26 million monthly active users and reports from global platforms such as Google Play and App Store). The statistical population consisted of 10 active digital brands in Iran, of which Myket was purposefully selected. The research method was quantitative and descriptive-analytical, and the analyses were conducted with Python (lifelines package) and R (survival package) software and the maximum likelihood method. The findings showed that the Weibull model predicted the trend of brand value decline with high accuracy (R²=0.92) and identified the decrease of 2.6 million monthly active users and increasing competition with platforms such as Cafe Bazaar as the main factors of the decline in value. Monte Carlo simulation showed that a 10% decrease in users increases the acceleration of brand value decline by 15%. This research was conducted with Providing a localized model suggests that Myket managers maintain and enhance brand value by strengthening the digital platform and developing innovations such as expanding digital content. This model can also be generalized to other native Iranian digital platforms. Introduction Brand valuation is a process that determines the economic and competitive value of a brand and is used in strategic management, capital raising, and market development (Guzmán & Baalbaki, 2021). A brand is not only a symbol that distinguishes one product from others, but also includes all the characteristics that come to mind when a buyer thinks of that brand. These characteristics are the tangible, abstract, psychological, and social characteristics of that product (Meysamiazad et al., 2024). A brand is a fundamental asset of a company. Brands occupy a very special place in the lives of many customers. People try to generalize themselves by using brands and consuming them (Asgari & Naghdi, 2021). In fact, a brand is defined by individuals, not companies, because each person's inner feeling and perception are different and ultimately each person creates their own personal version of the brand; as a result, a brand is a completely relative concept, with part of the brand in the mind of the individual and part of it in the mind of society (Moghaddam, 2023). In today's competitive era, brand valuation has always been a major concern for all business owners in the world. When an organization's or company's brand is valued, hidden, fundamental, and accurate information is obtained about the strength of the brand compared to competitors. As a native digital platform, Myket plays a pivotal role in Iran's digital ecosystem, and maintaining its brand value is of strategic importance to compete with local (such as Cafe Bazaar) and global platforms (such as Google Play and App Store). Iran's digital market faces numerous challenges such as fierce competition, rapid technological advances, economic fluctuations, and regulatory restrictions that lead to nonlinear behavior of brand value. The importance of this research is notable from several perspectives: first, native digital platforms such as Myket have a special place in Iran's digital economy, and strengthening their brand value is vital for competitiveness against domestic and foreign competitors. Second, the lack of localized analytical models for valuing digital brands in Iran has challenged strategic decision-making and reduced development opportunities. Third, the use of Weibull distribution, which is known for its flexibility in modeling nonlinear trends (Lawless, 2003), offers an innovative approach to analyzing brand value in specific Iranian conditions, such as sanctions and high inflation. By providing a comprehensive framework, this study not only fills the gap in the Iranian scientific literature, but also provides a generalizable model for other digital platforms, such as fintech (Zarinpal, App), e-commerce (DigiKala), and digital services (Snap). Unlike traditional methods (ISO 10668), this study provides a localized framework by integrating financial and non-financial data that is generalizable to other Iranian digital platforms and contributes to the theoretical understanding of brand depreciation in volatile markets. This study, using financial and non-financial data from Myket, presents a new model for brand valuation and fills the gap in the application of Weibull for local digital brands; therefore, this research aims to develop a localized and accurate model for valuing Myket's brand and predicting its dynamic trends, including the potential decrease or increase in brand value, using Weibull distribution. The main question of the research is: how is Myket's brand value evaluated accurately using a model based on Weibull distribution and predict its dynamic trends? Theoretical Framework According to the American Marketing Committee (1960), a brand is a name, symbol, or design that distinguishes products or services from those of competitors. The Customer-Based Brand Management (CBBE) model emphasizes the role of brand awareness, perceived quality, and customer loyalty (Yoo et al., 2000). Traditional valuation methods include the income approach (based on future cash flows, such as the DCF model), the cost approach (based on brand creation costs), and the market-based approach (based on the selling prices of similar brands and the ISO 10668 standard). However, these methods have limitations in the digital environment due to the rapid changes and nonlinear behaviors of brands (Christodoulides & Veloutsou, 2022). Brand decline in digital platforms may occur due to reasons such as reduced user engagement, market saturation, or increased competition (Iglesias et al., 2020). The Weibull distribution, as a continuous probability distribution, is widely used in survival and reliability analysis due to its flexibility in modeling temporal and nonlinear data (Lawless, 2003). This distribution, with shape (k) and scale (λ) parameters, can model different patterns of brand decline, from rapid initial decline to gradual decline in later stages. If (k < 1), the decline is rapid at first and then slows down; if (k = 1), the decline is at a constant rate (similar to an exponential distribution); and if (k > 1), the decline is slow at first and then accelerates (Ausubel & Meyer, 1999). These features make the Weibull distribution suitable for analyzing the decline of Myket’s brand in the competitive and economic conditions of Iran. Brand depreciation on digital platforms may occur due to reasons such as reduced user engagement, market saturation, or increased competition (Iglesias et al., 2020). This phenomenon is more complex due to its dependence on dynamic variables such as the number of active users, engagement rate, and annual revenue. Traditional models usually use simple distributions such as exponential or logarithmic, which cannot properly model nonlinear patterns of depreciation (Hyun et al., 2024). Ko (2025) in a study investigated a put option pricing model for car leasing that was designed based on the Weibull distribution. This study compares the performance of the Weibull model with the lognormal model and shows that the Weibull model is more accurate in predicting put option pricing. This study used data from two popular car models in South Korea (Hyundai Sonata and Tucson). After removing outliers (including sales to employees and vehicles with more than 20,000 km per year), the final dataset included 57,472 transactions for Sonata and 14,931 transactions for Osman. Khorasani et al. (2025) in a study, identified and prioritized organizational capabilities that affect brand positioning of food companies. The statistical population of the study included 13 senior managers and marketing and sales managers active in the food industry. A semi-structured interview and a data-driven approach were used, and the results showed that consequences, strategies, contextual factors, intervening factors, and causal factors had the highest weight, respectively. Research methodology This research used a quantitative and descriptive-analytical approach and was conducted with a case study design. Myket was purposefully selected from among 10 active digital brands in Iran, based on criteria such as the number of monthly active users (MAU), market share, and annual revenue. Data is collected from the following sources: • Financial data: Myket’s financial statements, including operating income of 357 billion riyals (223 billion from software sales, 90 billion from advertising, 41 billion from digital traffic, and 3 billion from e-books) and valuation costs of 8 billion riyals in 2024. • Non-financial data: 26 million MAUs, 140 million monthly downloads, 50 million active installs, 180 million monthly searches, and 900 million minutes of digital content streaming in 2024. • Global data: Reports from platforms such as Google Play and the App Store from reputable sources such as Interbrand (2021) and Statista. Due to the lack of complete non-financial data for the years 2020 to 2023, it was assumed that MAU decreased from 30 million in 2020 to 26 million in 2024, which is consistent with the competitive trends in the Iranian market. The independent variable time (t) was defined in monthly intervals from 2020 to 2024, and the dependent variable Myket brand value (V(t)) was measured through financial and non-financial indicators. The moderator variables included competition intensity (cafe market), customer loyalty, marketing budget, and innovation (digital content expansion). The control variables included industry activities, economic conditions, and regulatory constraints. Data analysis was performed with Python (lifelines package) and R (survival package) and the maximum likelihood estimation (MLE) method. The Weibull model was fitted as (V(t) = V_0 \cdot \exp\left(-\left(\frac{t}{\lambda} \right) ^k\right)), where (V_0) is the initial value, (k) is the shape parameter, and (\lambda) is the scale parameter. The validity of the model was assessed with (R^2), MAE, and RMSE. Monte Carlo simulation and tests of stationarity (Augmented Dickey-Fuller, Phillips-Perron), collinearity (VIF), and autocorrelation (Durbin-Watson) were used to ensure the robustness of the model. Research findings The Weibull model showed high prediction accuracy ((R^2 = 0.92), MAE = 0.12, RMSE = 0.15), and outperformed the exponential ((R^2 = 0.78)) and lognormal ((R^2 = 0.80)) models. The estimated parameters ((k = 1.8), (\lambda = 24) months) showed a slow initial decline and a subsequent accelerated decline, which is consistent with the nonlinear behavior of digital brands (Al-Momani et al., 2024). Key factors in the decline included a 2.6 million MAU decline (from 30 million in 2020 to 26 million in 2024) and competition from Cafe Bazaar. Monte Carlo simulations showed that a 10% decline in MAU increases the acceleration of decline by 15%, while an increase of 8 billion riyals in marketing budget reduces it by 8%. Innovations such as streaming 900 million minutes of digital content moderated the decline by 10%. Cox regression analysis confirmed the significant effects of the moderator variables: customer loyalty (HR = 0.52, 48% risk reduction), marketing budget (HR = 0.66, 34% risk reduction), and competitive intensity (HR = 2.18, 118% risk increase). The validity of the model was confirmed with AIC = 233.42, BIC = 240.88, and Anderson-Darling test (p < 0.05). Stationarity tests (ADF: -4.81, (p = 0.00005); PP: (p < 0.05), VIF (< 5), and Durbin-Watson (1.92) showed the robustness of the model. Conclusion This research uses Weibull distribution to model the decline in the value of the Myket brand as one of the leading platforms for distributing mobile applications in Iran. The Weibull model shows a slow decline in brand value in the early stages and an accelerated decline in the later stages, which is consistent with the nonlinear behavior of digital brands. This finding is consistent with the study (Lawless, 2003) that proposes Weibull to model nonlinear temporal phenomena. Compared to (Ko, 2025) that used Weibull to price car put options with high accuracy (compared to lognormal), the present model also showed higher accuracy compared to lognormal. Based on the results, Myket managers are advised to: Focus on user retention strategies, platform improvement, and innovation (such as digital content expansion). An increase of 8 billion riyals in marketing budget could offset the decline by 8%. Policymakers can strengthen the digital ecosystem by providing financial incentives and easing payment restrictions. Also, restrictions include incomplete non-financial data for 2020–2023. Future research could integrate Weibull with LSTM or ARIMA, conduct comparative studies, and examine cultural factors.

Abstract Abstract The purpose of this research is to investigate the impact of the variety of electronic retail delivery service options on customer retention. The current research is applicable in terms of purpose, a survey research in terms of the method of data collection, cross-sectional in terms of time, and causal-descriptive in terms of nature and method. The statistical population of the present study includes users of electronic retail delivery services in the field of clothing, which was considered 384 people using Morgan's table due to the infinite population. These numbers were selected based on the available random sampling method. The collection tool in this research included a questionnaire used to confirm its validity, face validity and Cronbach's alpha were used for its reliability. To analyze the obtained data, descriptive statistical methods and structural equations method were used in the inferential statistics section; and SPSS and PLS software were used to perform statistical operations. The results showed that there is a positive effect between the varieties of e-retail delivery service options on customer retention. To fit the overall model, the GoF criterion method was used; the obtained value was equal to 0.638, which indicates the appropriate fit of the model. Extended Abstract Introduction Today, extensive knowledge of electronic consumer behavior and delivery service demands has been developed based on scientific and operational insights from urban or broad and undifferentiated environments (Olsson et al, 2019). Furthermore, the current e-consumer culture in urban environments, especially in developed e-commerce markets, is strongly shaped by fast delivery, innovative delivery solutions, and a wide range of services (Buldeo Rai et al, 2021). Furthermore, delivery service differentiation has been identified as a key strategy in engineering e-commerce growth. As the market evolves, new retail set-up services have become a source of competitive advantage (Javed and Wu, 2020), and the delivery experience has been accepted as an important touch point of consumers' e-retail experience (Vakulenko et al, 2019). Research shows that not only market leaders such as Amazon, but now also small and medium-sized retailers have realized how much they rely on services related to online shopping (Sorkun, 2019). In such an environment, an increasing number of customers are equipped with a large amount of information, and have gained the power to accept more risk. They are prone to change their store based on the higher value they get elsewhere, so that customer switching has become common and a challenge for retailers. In this new retail paradigm, overall satisfaction with an online retail experience is directly influenced by the delivery experience (Vakulenko, 2018) and post-delivery service. Extensive knowledge of consumer behavioral and emotional responses in e-retail and immersive retail settings provides rich insights for retailers and related service providers to develop sustainable market strategies (Selin Atalay et al., 2017; Sun et al., 2020; Xu, 2020). Therefore, according to the issues raised, the present research seeks to answer this question: what effect does the variety of electronic retail delivery service options have on customer retention? Theoretical Framework Service delivery The way of service delivery in relation to the customer is one of the very important things that can strongly affect the level of satisfaction and loyalty of customers and the word of mouth advertising of the organization's and company's services. Therefore, it is very important to identify the factors that can somehow affect the quality of employees' services and somehow harm their service delivery with customers (Mokhtaran et al, 2012). Service organizations, including the Social Security Organization, in order to provide a high level of service quality and thereby create value and satisfaction for their customers, must plan for their services and ensure the successful implementation of their plans. Therefore, good planning and effective implementation of service delivery programs are one of the main factors of the service delivery system. In addition, this study and continuous improvement of service procedures helps to optimize the service delivery system and increases the service standards of the organization. In the relevant literature, a large number of field studies show that the effectiveness of the service delivery system has a positive and significant effect on the customer's perception of the quality of the services they receive. Similarly, many studies, through empirical research, have proven the positive effect of the service delivery system on service quality (Nouri Gholami & Aref, 2022) Customer retention The customer is the key to the success of any organization and any economic business activity; the credibility of a successful organization is based on the long-term relationships of that organization with customers. Believing and acting on the principles of customer orientation, gaining the satisfaction of new customers, and keeping old customers are considered to be the most important factors in the success of the organization. (Salaripour, 2021). Tolooee et al, (2023) investigated the presentation of the purchase intention model and customer experience on customer behavior in virtual networks. The effect of mindfulness and customer experience (respect for the customer, importance of time, banking operation research, customer value culture, modern technology, offering facilities, enjoyment, queuing system, environment coloring, and excellent location) was proved on the satisfaction, loyalty, and trust of customers. The results showed that the dimensions of purchase intention and customer experience through the effect on customer behavior, a better understanding of mindfulness, and experimental factors among banking systems can increase satisfaction, loyalty, and also trust among customers of Afogh Korosh store. Also, the research model of the research has a good fit. Mostardinha (2023) investigated the segmentation of package delivery services. This paper investigates the segmentation problem of a parcel delivery service that wants to assign an operational area to each of its teams: given the number of scheduled deliveries for each area, such that a balanced service exists between departments, covers contiguous areas, and takes into account limited capacities for teams. In addition to being relatively easy to model, existing optimization tools and software provide poor results when increasing the dimensionality of these types of problems with exceeding computational capacity. In this paper, an integer programming model, along with a heuristic to return a faster solution, was implemented to solve a segmentation problem in two different situations. The main advantage of the proposed strategy, compared to previous strategies, is its simplicity and easy implementation, and at the same time it reflects the optimal solution. Research methodology The current research is applicable in terms of purpose, a survey research in terms of the method of data collection, cross-sectional in terms of time, and causal-descriptive in terms of nature and method. The statistical population of the present study includes users of electronic retail delivery services in the field of clothing, which was considered 384 people using Morgan's table due to the infinite population. These numbers were selected based on the available random sampling method. The collection tool in this research included a questionnaire used to confirm its validity, face validity and Cronbach's alpha were used for its reliability. Research findings To analyze the obtained data, descriptive statistical methods and structural equations method were used in the inferential statistics section; and SPSS and PLS software were used to perform statistical operations. The results showed that there is a positive effect between the varieties of e-retail delivery service options on customer retention. To fit the overall model, the GoF criterion method was used; the obtained value was equal to 0.638, which indicates the appropriate fit of the model. Conclusion The current research was conducted with the aim of investigating the impact of the variety of electronic retail delivery service options on customer retention. The results of this research are in agreement with the results of Tolooee et al, (2023), Mostardinha (2023), Rezaei Dizgah (2023), Staki Organi & Jarireh (2022), Nouri Gholami & Aref (2022), Yeik (2022), Pillai et al, (2022), Kavanagh et al, (2022), Doguchaeva et al, (2022), Mirzaee Azandariani & Arya (2022), and Mousaviyan (2021). Tolooee et al, (2023) showed that the dimensions of purchase intention and customer experience through the effect on customer behavior, a better understanding of mindfulness, and experimental factors among banking systems can increase satisfaction, loyalty, and also trust among customers of Afogh Korosh store. Also, the research model of the research has a good fit. According to the results of the research, the following suggestions are presented:  The development of human resources and the system of hiring people in the units for sending goods to remote areas can determine the best method for each area.  Measuring the satisfaction of customers in every rural and urban sector and receiving their suggestions to improve the condition of sending goods can affect their satisfaction.

Abstract Abstract
The aim of this research is to study the different situations of customers' food choice preferences in shopping malls. The present research is applicable and exploratory in terms of its purpose, and descriptive-survey and correlational in terms of its nature and method. The statistical population of the present study includes food consumers in food courts of shopping malls in Tehran (Arg, Kourosh, Palladium, Sana and Iran Mall). Given that the statistical population of the study is unlimited and extensive, the Cochran formula for such population was used to determine the sample size, and 384 people were selected as a sample by simple random sampling. The collection tool in the present study includes a researcher-made questionnaire derived from a qualitative method. SPSS software and structural equations were used to analyze the findings. The results showed that positive emotions are significantly associated with high mood characteristics (such as a preference for colorful, warm, fragrant, and tasty foods), and negative emotions are significantly associated with low mood characteristics (such as choosing fatty or salty foods) in food choice. Also, consumption goals influenced by these mood characteristics can lead to an increase in positive emotions or a decrease in negative emotions. Contextual factors such as past experiences, culture, and health knowledge also play a mediating role in this process. By identifying a conceptual model of nutritional behavior in an emotional context, this study can provide a basis for designing policy interventions and food marketing in public settings. One of the most important practical suggestions of the research is to design advertising programs based on emotional states and to develop nutritional guidelines for commercial spaces such as malls.
Introduction
In recent years, understanding the role of emotions in human daily decision-making, especially in the field of food consumption behavior, has increasingly attracted the attention of researchers in the fields of psychology, nutrition sciences, and behavioral marketing. One area where there is a complex relationship between emotional processes and behavioral decision-making is food preference and choice. In the past, studies generally focused on physiological and nutritional factors affecting food choices, but today it has been found that emotional components such as anxiety, stress, happiness, sadness, and guilt can directly or indirectly affect food choices (Brückner et al., 2023).
Within the framework of the cognitive appraisal theory of emotions (Lazarus & Folkman, 1984), it is stated that people show certain emotional reactions based on their mental evaluation of situations, and these reactions can determine the motivation and direction of their subsequent behavior. Accordingly, when a person is in an emotional situation such as anger, sadness, or anxiety, they may tend to consume high-calorie, high-fat, or sweet foods to calm themselves down (Barker et al., 2019). This can create an unhealthy cycle of negative emotions and emotional overeating, which can ultimately lead to problems such as obesity, diabetes, and eating disorders (Heshmati et al., 2023).
Positive emotions can lead to healthier food choices, while negative emotions, such as stress, anxiety, sadness, or anger, are often associated with the consumption of high-fat, sugary, or high-calorie foods (Brown, 2020).
In today’s world, with the expansion of urbanization, increasing psychological pressures from economic and social factors, and the rapid growth of shopping centers and large commercial spaces (malls), humans are frequently exposed to situations prone to triggering various emotions. In such situations, food decisions are often made emotionally rather than rationally. Researchers believe that food consumption acts as a coping mechanism against negative emotions such as anger, anxiety, and sadness; a phenomenon known in the psychological literature as “emotional eating” (Vannucci et al., 2015).
Given the lack of comprehensive and indigenous research on the combined examination of emotional states and food preferences in social and commercial environments such as shopping malls in Iran, this study seeks to answer the main question: What are the different states of customers’ food choice preferences in shopping malls? 
Theoretical Framework
Food Emotions
Different types of emotions, either negative or positive, have been examined in previous research, along with those evoked by certain foods, as well as previously experienced emotions that produce specific outcomes in consumers, such as customer satisfaction and product choice. Accordingly, it is thought that eating is a response mechanism specifically to negative and positive emotions. Excessive and unhealthy food consumption behavior is one of the main drivers of the growing epidemic of obesity and overweight globally, making it a serious health threat worldwide (WHO, 2020).
The role of positive emotions in food choice
Although research often highlights the link between negative emotions and eating, it has been shown that positive emotions also influence food consumption. For example, Evers et al., (2013) suggest that positive emotions play as important a role in food consumption as negative emotions. Using a study, they found that, specifically in everyday life, snacking occurs more frequently when experiencing positive emotions, leading to higher calorie intake as a response to positive emotional arousal. Similarly, Bongers et al., (2013) found that people who are particularly emotional eaters tend to consume more food in positive emotional states compared to negative states (Cardi et al., 2015).
The role of negative emotions in food choice
Negative emotions influence food choice. People turn to different foods when dealing with different emotions. Increased food consumption during emotional and psychological states such as stress may have negative effects on health. An unbalanced diet may promote many chronic diseases such as obesity, diabetes, high cholesterol, high blood pressure, heart disease and stroke (Konttinen, 2020).
Agrawal et al., (2025) examined the role of emotion invalidation and found that young people whose emotions are ignored and have poor emotion regulation skills are significantly more likely to engage in emotional eating.
Fielding‐Singh & Cooper (2023) examined the emotional management of motherhood: food processing, maternal guilt, and emotion processing. They showed that feelings of guilt prior to consuming pleasurable foods such as chocolate, lead to reduced enjoyment and even increased compensatory and excessive eating behaviors. This feeling is also linked to nutritional parenting patterns, especially among women and mothers of young children.
Research Methodology
The present study is applicable and exploratory in terms of purpose, and descriptive-survey and correlational in terms of nature and method. The statistical population of the present study includes food consumers in food courts of shopping centers in Tehran (Arg, Kourosh, Palladium, Sana and Iran Mall). Given that the statistical population of the study is uncertain and extensive, the Cochran formula for an unlimited population was used to determine the sample size, and 384 people were selected as samples using simple random sampling method. The collection tool in the present study includes a researcher-made questionnaire derived from a qualitative method.
Research findings
SPSS software and structural equations were used to analyze the findings. The results showed that positive emotions are significantly related to high mood characteristics (such as a tendency to colorful, warm, fragrant and tasty foods) and negative emotions are significantly related to low mood characteristics (such as choosing fatty or salty foods) in food selection. Also, consumption goals influenced by these mood characteristics can lead to an increase in positive emotions or a decrease in negative emotions. Contextual factors such as past experiences, culture, and health knowledge also play a mediating role in this process. By identifying a conceptual model of nutritional behavior in an emotional context, this study can provide a basis for designing policy interventions and food marketing in public settings. The most important practical suggestions of the research are designing advertising programs based on emotional states and developing nutritional guidelines for commercial spaces such as malls.
Conclusion
The present study was conducted with the aim of investigating different situations of customers' food choice preferences in shopping centers. The results of this study are consistent with the results of Agrawal et al., (2025), Fielding‐Singh & Cooper, (2023), Guerrini‐Usubini et al., (2023), Ha & Lim, (2023), Ebrahimi et al., (2023), Ogundijo et al., (2022), Mandato et al., (2022), Mohammadi et al, (2022), and Olegario et al, (2021). Agrawal et al., (2025) showed that people whose emotions are ignored in youth and have low emotion regulation skills have a significantly higher tendency to emotional eating.
According to the present study, the following suggestion is made:
It is suggested that restaurants and food courts design their menus in a way that covers a variety of foods that can respond to different emotions of people; especially on days that are generally or individually emotionally charged (such as holidays, birthdays, anniversaries, or days of mourning), the menu should be designed to accommodate both hedonic consumption and health-oriented options.

Abstract Abstract The purpose of this study is to examine the design of a policy model for the creation and development of digital entrepreneurship based on competitive advantage and innovation in knowledge‑based businesses. The present research is applicable in terms of purpose, and quantitative and descriptive‑correlational in terms of methodology. The statistical population consists of employees and managers of knowledge‑based companies in the city of Kerman in 2024, totaling 1,740 individuals, from whom 560 participants were selected through simple random sampling. The data collection instrument was a researcher‑developed questionnaire. Structural equation modeling (SEM) and the SPSS and AMOS software packages were used to analyze the quantitative data. The findings showed that the proposed model for the creation and development of digital entrepreneurship based on competitive advantage and innovation in knowledge‑based companies demonstrates an acceptable level of fit. Competitive advantage and innovation have direct effects on the creation and development of digital entrepreneurship in knowledge‑based firms. Components of competitive advantage—including technical expertise and knowledge, branding, service quality, high standards, responsiveness, organizational agility, after‑sales service and support, supply chain management, and superior efficiency—significantly influence the creation and development of digital entrepreneurship. Collectively, the competitive advantage components explain 0.358 of the variances in the creation and development of digital entrepreneurship in knowledge‑based companies. Introduction The complex and dynamic economic and technological environment requires innovative and flexible approaches to the management and development of businesses. Moreover, the misalignment between existing policies and strategies and the real needs and potentials of knowledge‑based firms leads to reduced efficiency and effectiveness of these policies. Consequently, the lack of coordination between developmental strategies and innovative capabilities can result in suboptimal use of resources and opportunities, ultimately diminishing the competitive advantages of such enterprises (Armutcu et al., 2023). Digital entrepreneurship, as a new business paradigm in developing countries, provides a suitable foundation for economic growth and development. This emerging phenomenon enables numerous entrepreneurial opportunities through digitalization. Digital entrepreneurship inherits the diverse and dispersed nature of research in entrepreneurship and management (Panahzadeh Khanamiri et al., 2023). Innovation and competitive advantage are two key determinants of success for knowledge‑based firms operating in the realm of digital entrepreneurship. Innovation is defined as the implementation of a new or significantly improved product or service, a new process, a modern marketing method, or a new approach to organizing business activities, work environments, or external relations. This comprehensive definition indicates that innovation is not limited to advanced technological development; rather, it encompasses transformation across all dimensions of businesses, companies, and organizations. Innovation refers to the ability to combine resources in new ways to create new goods, develop new production methods, open new markets, and, in some cases, reorganize an entire industry (Azeem et al., 2021). Competitive advantage, on the other hand, consists of a set of factors or capabilities that consistently enable a company to outperform its competitors and cannot be easily imitated by others (Denga et al., 2022). Knowledge‑based businesses, particularly those operating in technology and innovation sectors, must identify and leverage their competitive advantages. However, many of these firms face challenges in recognizing, analyzing, and implementing their competitive advantages. Such challenges often stem from the absence of a coherent and practical framework for evaluating and exploiting these advantages (Hoang & Böckel, 2024). Therefore, the central question of this study is: What is the appropriate design for a policy model aimed at creating and developing digital entrepreneurship based on competitive advantage and innovation in knowledge‑based businesses? Theoretical Framework Digital Entrepreneurship Digital entrepreneurship is a modern form of business that provides a suitable foundation for economic growth and development, especially in developing countries. This emerging phenomenon, enabled by technological assets such as the Internet and information technology, is capable of creating numerous entrepreneurial opportunities through digitalization (Fard et al., 2021). Competitive Advantage Competitive advantage refers to the set of assets, characteristics, and capabilities that enable an organization to perform beyond its competitors in the market. With the growing emphasis on sustainability and sustainable development, organizations are now required to consider economic, social, and environmental dimensions to enhance their competitiveness. As a result, achieving sustainable competitive advantage has become a central priority for organizations (Gravand & Nejati Pilehroud, 2023). Darvishanpour et al. (2025) examined the design of a transformational model for digital entrepreneurial ecosystems. The findings revealed that digital entrepreneurship, as the core phenomenon, creates value through innovation and agility and is rooted in digital technologies such as artificial intelligence and blockchain. Causal factors (organizational factors, technological infrastructure, human factors), contextual factors (legal and socio‑cultural environments), and intervening factors (economic‑market conditions and security considerations) dynamically interact to shape this phenomenon. Central relationships include the impact of causal factors on resource creation, the role of contextual factors in maintaining stability, the moderating role of intervening factors, and the facilitative role of strategies in supporting development. The consequences encompass economic growth, job creation, financial transparency, improved quality of life, and digital justice. The study recommends that governments enhance digital infrastructure, formulate supportive regulations, expand digital training programs, establish venture capital funds, and promote public acceptance of digital entrepreneurship through cultural initiatives. Kashef Arzanagh and Nayebzadeh (2024) investigated the effect of audience awareness of the Islamic Azad University (Electronic Branch) brand on its competitive advantage, considering the mediating roles of positioning and market orientation. The findings confirmed that audience awareness of the brand positively affects both positioning and market orientation, and that these two variables, in turn, influence competitive advantage. Moreover, the mediating roles of positioning and market orientation in the relationship between brand awareness and competitive advantage were validated. This research, focused on the Electronic Branch of Islamic Azad University, offers recommendations to enhance managerial insights regarding the development of this academic brand. Research Methodology In terms of objective, the present study is applicable; and in terms of execution, it is quantitative and of the descriptive-correlational type. The statistical population comprises 1740 employees and managers of knowledge-based companies in Kerman city in 2024, among whom 560 individuals were selected using a simple random sampling method. The data collection instrument was a researcher-made questionnaire. Research Findings Quantitative data were analyzed using Structural Equation Modeling (SEM) with SPSS and AMOS software. The results indicated that the model for creating and developing digital entrepreneurship based on competitive advantage and innovation in knowledge-based companies exhibits an acceptable fit. Competitive advantage and innovation have a direct impact on the creation and development of digital entrepreneurship within knowledge-based companies. Specifically, the components of competitive advantage—namely, technical expertise and knowledge, branding, service quality, high standards, responsiveness, organizational agility, after-sales support and services, supply chain management, and superior efficiency—significantly influence the creation and development of digital entrepreneurship in these companies. Collectively, these components of competitive advantage explain 0.358 of the variances in the creation and development of digital entrepreneurship in knowledge-based companies. Conclusion The present study was conducted with the aim of examining the design of a policy model for the creation and development of digital entrepreneurship based on competitive advantage and innovation in knowledge-based businesses. These findings are consistent with the results of previous research by Darvishanpour et al. (2025), KashefArzanagh & Nayebzadeh (2024), Abhkiz et al. (2024), Shahraki et al. (2024), Masah Choolabi et al. (2023), Porter & Kramer (2023), Moya et al. (2022), Snihur et al. (2022), Fartash (2022), Nambisan & Baron (2021), and Autio & Rannikko (2021). Fartash (2022), emphasizing the impact of innovation on business models, observed that high standards and technical expertise can effectively enhance competitiveness in companies. International research also places significant emphasis on the importance of competitive advantage and its role in digital innovation and entrepreneurship. Based on the research findings, the following recommendations are proposed: 1. Allocate greater financial and human resources to Research and Development (R&D) units focused on digital innovations in products and processes, and establish evaluation systems to continuously assess the effectiveness of implemented innovations. 2. Create online training programs for employees, particularly in areas related to new digital technologies and digital business tools. Additionally, conduct professional development courses to familiarize employees with an innovative culture and new skills.

Abstract Abstract The purpose of this research is to design an entrepreneurial government model in attracting and recruiting public sector human resources (case study: Sistan and Baluchistan province). The present research is applicable in terms of purpose; and exploratory in terms of nature; and it is specifically based on structural equation modeling. The statistical population of the research is all human resource managers and experts in government organizations located in Sistan and Baluchistan province, whose number in 2020 is about 700 people, and the sample size is based on the rule proposed by Bentler and Chu (1987), based on which a total of 390 people were selected by simple random sampling. The collection tool in this research is a researcher-made questionnaire, taken from the qualitative part. In order to analyze the data, structural equation technique was used using Lisrel statistical software and Spss statistical software. The results showed that for seven hypotheses out of the total of nine formulated hypotheses based on the research model, no evidence of rejection at the 5% error level has been obtained, and it has a positive and significant effect, and also the results of the average common values ​​and the average values ​​of R Squares show that the value of GOF is equal to 0.790, which indicates the strong fit of the model. Extended Abstract                                           Introduction Human resources is the most valuable and important asset of an organization, and the individual and collective efforts of people are the result of the knowledge of thinking, creativity, and efficiency of human resource management that brings the organization closer or further away from the determined goals, and human resources management can play a key and vital role in the development of abilities and capabilities of the companies (Leroy et al, 2018); because it is almost impossible to achieve the goals of the organization without considering its human resources (Deljo et al, 2021). Therefore, the importance of human force management as the most prominent factor of competitive advantage in human resources management is effective directly in the efficiency and effectiveness of human resources (Soleimani Babadi et al, 2022). Today, entrepreneurship in the public sector has been able to improve productivity at various individual and organizational levels, which, of course, requires proper foundation. Therefore, currently, success belongs to organizations that establish a meaningful relationship between the managerial and entrepreneurial capabilities of their human and organizational resources (Kia Kojori & Ja'farian, 2012). In recent years, the strategic and potential impact of the process of recruiting and providing people has been increasingly noticed; because human capital as the main source of sustainable competitive advantage is being replaced by other forms of capital (Teimouri et al, 2018). Recruiting and finding the right people for the job is perhaps the most important topic that has been widely studied in the literature related to large and small organizations. The lack of qualified employees is not only a threat to the plans and development of the organization, but also the most important threat to the survival of an organization (Ahmadi et al, 2018). Therefore, how to select human resources in the organization is of particular importance (Farhi Bozanjani et al, 2012), and recruiting competent human resources that can perform properly towards the strategic goals of the organization is one of the most important duties of managers (Khaefelahi et al, 2014). Therefore, according to the importance and position of the subject, the main question that can be raised in this research is; What is the model of the entrepreneurial government in recruiting and selecting public sector human resources with a qualitative approach (case study: Sistan and Baluchistan Province)? Theoretical Framework Recruitment and selection of human resources The success or failure of the organization depends on how to attract and maintain its human resources. Also, choosing and employing the most qualified people in each job is considered one of the most important management issues and decisions. Recruiting and finding the right people for the job is perhaps the most important topic that has been widely studied in the literature related to large and small organizations. Although most small organizations do not have formal human resources departments, they all have recruitment and human resource policies. The lack of qualified employees is not only a threat to the plans and development of the organization, but it can also be the best threat to the survival of an organization (Ahmadi et al, 2018). Entrepreneurial government An entrepreneurial government organization means a major change in theory and practice, which by creating change and transformation in the government sector, improves the efficiency and effectiveness of government organizations. In other words, an entrepreneurial government is like a person who plans, gives, and implements new ideas in the government (Mili & Nasrullah, 2014). On the other hand, the entrepreneurial government is evaluated by change, innovation and reaching beneficial conditions and delivery of government services that complement the capital of society (Rajbar et al, 2019). A government entrepreneur is a person who undertakes the targeted activities of one or more government departments (Rajbar et al, 2019). Abidi et al, (2024) examined the purpose of the current research to identify and evaluate the components of human resource competence in the era of digital transformation. The results in the qualitative section showed that the competency of digital managers includes 7 components of 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 culture and change management component was given first priority. The results also showed that the research model has the required validity. Sarayani et al, (2024) examined the presentation of the model of recruitment and selection of public sector human resources with the entrepreneurial government approach. According to data analysis, 545 final codes were extracted through open coding and then, categorized using axial coding in the form of 121 concepts and 16 categories (contextual (environmental) factors, structural (organizational) factors, behavioral (content) factors, recruiting human resources, selecting human resources, identifying entrepreneurial opportunities in the public sector, exploiting entrepreneurial opportunities in the public sector, executive and managerial obstacles, political and legal obstacles, economic obstacles, cultural and social obstacles, combined selection with domination domestic resources in experience-based jobs, combined selection with external resources in knowledge-based jobs, individual consequences, organizational consequences, social consequences); and finally, in the selective coding stage, a process and multidimensional model is presented for the first time in the level of government organizations of Sistan and Baluchistan province. Research methodology The present research is applicable in terms of purpose; and exploratory in terms of nature; and it is specifically based on structural equation modeling. The statistical population of the research is all human resource managers and experts in government organizations located in Sistan and Baluchistan province, whose number in 2020 is about 700 people, and the sample size is based on the rule proposed by Bentler and Chu (1987), based on which a total of 390 people were selected by simple random sampling. The collection tool in this research is a researcher-made questionnaire, taken from the qualitative part. Research findings In order to analyze the data, structural equation technique was used using Lisrel statistical software and Spss statistical software. The results showed that for seven hypotheses out of the total of nine formulated hypotheses based on the research model, no evidence of rejection at the 5% error level has been obtained, and it has a positive and significant effect, and also the results of the average common values ​​and the average values ​​of R Squares show that the value of GOF is equal to 0.790, which indicates the strong fit of the model. Conclusion The current research was conducted with the aim of designing an entrepreneurial government model in attracting and recruiting public sector human resources (case study: Sistan and Baluchistan province). The results of this research are aligned with the results of Abidi et al, (2024), Sarayani et al, (2024), Gheiravani et al, (2023), Fazlali & Moazzami (2022), Munaty et al, (2022), Orakwue & Iguisi (2020), Moustaghfir et al, (2020), Hasanzade et al, (2020), Jalili et al, (2020), Noroozian et al, (2020), and Akhavan Kharazian et al, (2019). Hasanzade et al, (2020) showed that all recruitment processes in government organizations should have scientific and legal processes, so that in addition to reducing administrative corruption, employment justice is also established in the government departments of the province. According to the obtained results, the following suggestions are provided: 1- All recruitment processes in government organizations should have scientific and legal processes, so that in addition to reducing administrative corruption, employment justice is also established in the government departments of the province. 2- The content of all employment tests and interviews should include all the job requirements and content, as well as the evaluation of the entrepreneurial characteristics of the applicants, so that the predictive and concurrent validity of the measurement tools have the appropriate desirability so as to have the necessary capabilities to screen the applicants according to the entrepreneurial requirements at the level of government organizations of Sistan and Baluchistan province.

Abstract The purpose of this research is to present a model based on social media and networks in the management of intelligent electricity consumption. According to its purpose, the research method is applicable, and quantitative in terms of implementation, exploratory in terms of nature, and cross-sectional in terms of time. The statistical population of the research includes 179 of all the people who were connected with the electricity company and its activities during the last week and on social networks, selected by random sampling. A standard questionnaire was used to collect data. The face and content validity of the questionnaire was confirmed through confirmatory factor analysis. Data analysis was done using SPSS and Lisrel software. The results of this research indicate the existence of six variables in two parts: antecedents (social networks), and consequences (word of mouth advertising, brand loyalty, intelligence, and social knowledge) in the field of smart consumption management. Also, the GOF index was obtained as 0.88, which shows the strong fit of the model. Extended Abstract                                           Introduction Social media is a strategic tool in the hands of resource owners to develop corporate brands, an environment that is very cost-effective with extensive communication and interaction with consumers and a small cost to introduce the product. Pages related to organizations in social media provide the possibility of two-way communication with consumers without time and place restrictions; whereas this communication has already been one-sided and from either the organization or consumers. Philip Kotler predicted that marketing had to revise its foundations to adapt to third wave societies and people (Piñeiro-Otero & Martínez-Rolán, 2016). The unprecedented growth of electricity demand compared to other countries of the world, the excessive consumption of this energy and the increase in the requirements of the country's economic productive sectors have made it inevitable to pay attention to the high increase in the determined capacity up to double the current capacity in less than a decade. Managing consumption and rationalizing the appropriate and timely use of electricity, by predicting the necessary mechanisms, is a way to provide a part of the main and necessary future needs for electricity. Conducting educational and promotional activities in the field of electricity consumption management is one of the most important mechanisms for creating an optimal culture of electricity and energy consumption using social media (Taghikhani & Mandegar Nik, 2019). Therefore, in this research, we are looking for an answer to this question: what is the model based on social media and networks in the management of intelligent electricity consumption? Theoretical Framework Social media Social media provides significant opportunities for marketers to reach consumers in social communities to create more intimate relationships. In social media, the power of consumers' online content about the brand is very powerful (Laroche et al, 2013). Kim & Ko (2012) believe that social media marketing measures include 5 dimensions: entertainment, engagement, trendiness, customization, and word-of-mouth marketing. Consumption management The energy sector is one of the most important components of the technical and economic infrastructure of society, and the continuation of activities in the production and service sectors and the improvement of people's living standards require the provision of various forms of energy in sufficient quantity. With economic development and progress, the importance of energy increases increasingly, and the household and commercial sectors are among the main sectors that consume energy, and the increasing consumption of electrical energy by them and spending large amounts of money to build new power plants doubles the importance of optimizing energy consumption and the need to manage it. Consumption management is a set of methods and strategies used to optimize energy consumption. Obviously, the term energy consumption management in its general sense includes all forms and types of energy (Zanganeh & Moghimian, 2015). Asgharzadeh et al, (2023) investigated the use of social media influencers in the behavior of consumers in the luxury cosmetics industry. The results showed that a total of 11 factors and 93 components extracted and identified in social media marketing. Identified factors include: causal conditions (changes in the way of marketing, technological changes, people's biological changes), central phenomenon (the process of using social media influencers), background and platform factors (characteristics of social media influencers, brand characteristics), intervening factors (government factors, social insight of social media), strategic factor (using different marketing strategies, measuring the success of influencers' advertisements), and consequence (advertising effectiveness). Ebrahimi et al, (2020) investigated a two-step method for energy management in smart microgrids with the approach of improving the level of social welfare and the effect of demand side management. The simulations were done on the smart grid including three home, commercial, and industrial microgrids that have different types of controllable loads. The results indicate that the proposed program reduces the peak load, reduces the subscriber's bill, saves production costs, helps balance supply and demand, and improves the level of social welfare from the user's point of view. Research methodology The research method is applicable in terms of its purpose, and quantitative in terms of implementation, exploratory in terms of nature, and cross-sectional in terms of time. The statistical population of the research includes 179 of all the people who were connected with the electricity company and its activities during the last week and on social networks, selected by random sampling. A standard questionnaire was used to collect data. The face and content validity of the questionnaire was confirmed through confirmatory factor analysis.   Research findings Data analysis was done using SPSS and Lisrel software. The results of this research indicate the existence of six variables in two parts: antecedents (social networks), and consequences (word of mouth advertising, brand loyalty, intelligence, and social knowledge) in the field of smart consumption management. Also, the GOF index was obtained as 0.88, which shows the strong fit of the model.   Conclusion The current research was conducted with the aim of designing and presenting a model based on social media and networks in the management of intelligent electricity consumption. The results of this research are in agreement with the results of Sadraee et al, (2024), Mirza et al, (2023), Tan et al, (2023), Varma et al, (2022), Khaled Mohammad et al, (2023), Khosravani & Bahman (2023), Khazaei et al, (2022), Chizari et al, (2022), Morovat & Nazari zadh (2022), Barrio Oton (2021), Kou et al, (2021), Pazhoheshfar & Biabani (2021), Hammerschlag et al, (2020), Asgharzadeh et al, (2023), Saba et al, (2022), Yazdani Kachuei et al, (2022), Zanganeh & Moghimian (2015), Ebrahimi et al, (2020), Tran & Strutton (2019), Algharabat et al, (2019), and Zanganeh & Moghimian (2015). Ebrahimi et al, (2020) showed that simulations were performed on a smart grid including three microgrids: home, commercial, and industrial, which have different types of controllable loads. The results indicate that the proposed program reduces the peak load, reduces the bills of subscribers, saves production costs, helps to balance supply and demand, and improves the level of social welfare from the point of view of the users. According to the results of the research, the following suggestions are presented: Information: media; especially digital channels, books, newspapers, and the Internet can have the strongest effects on people's behavior by stimulating their aesthetic and emotional sense. According to the results of the research; natives, villagers, students, retired people, singles, people with higher income, educated people, and families with large population should be more exposed to training. These trainings must be repeated periodically and alternately to have a proper effect and efficiency; otherwise, they will be forgotten due to lack of continuity. In this regard, the following methods can be used: Attention to the belief and emotional aspect of religiosity and religion;