Journal of value creating in Business Management

Abstract Abstract The present study was conducted with the aim of investigating the perceived quality of electronic banking services and its relationship with the customers' satisfaction of Tejarat Bank of Mazandaran province. This research is applicable in terms of purpose, and descriptive-correlative in terms of data collection method. The statistical population of this research was all the customers of Tejarat Bank in Mazandaran province. Considering that the statistical population of the present study is unlimited, the sample size of the study was 384 people based on Morgan's table. In this research, 384 questionnaires were distributed among customers by available sampling method. Structural equations and Lisrel were used in data analysis. The findings of the research indicate that the perceived electronic service quality of electronic banking has a relationship with customer satisfaction with an impact factor of 0.67. Ultimately, it can be said that the dimensions of the perceived electronic service quality of electronic banking according to the strength of the relationship with Customer satisfaction includes: physicality, reliability, responsiveness, assurance and empathy. Extended Abstract Introduction The advent of the Internet has created easy access and relatively cost-effective communication between companies and customers, and has provided an opportunity to use information technology to support customer service (Sharma & Sharma, 2021). The quality of services provided on websites leads to an increase in the level of customer satisfaction and consequently leads to customer trust and loyalty (Ebrahimzadeh Ganji et al, 2016). The concept of e-services has been increasingly considered by researchers and practitioners as one of the key determinants in e-commerce (Akhtarian, 2019). Banks play a decisive role in the administration of countries and are considered as one of the most important tools for the growth and development of countries. By attracting liquidity and granting facilities, banks can play an effective role in economic growth and development. Economists have different opinions about the importance of banks in economic development (Suseno & Muthohar, 2018). The customer is one of the key topics in the development of the banking industry. The customer is the motivating factor of the dynamics and stimulation of the banking system, and customers are very important as the axis of the banking system and the driving force of institutions active in this industry (Aisyah, 2018). Many researchers have emphasized the importance of customers, and banks have also realized that they depend on their customers to a large extent (Bahrinizadeh et al, 2018). Customer satisfaction is an important factor in helping banks to maintain their competitive advantage, and its increase is a significant achievement in the new banking system in the world (Sadiq & Adil, 2021). According to the mentioned materials, the main problem of the research is whether there is a significant relationship between the quality of electronic banking and the satisfaction of the customers of Tejarat Bank of Mazandaran province.   Theoretical framework Service quality is defined as "the difference between the expectations of customers before using the organization's services and the image they have about the services received". The meaning of the understanding of service quality is the consumer's perception of the desired services of a company. Service quality can be defined as the general attitude or judgment of customers about the services received (Yu et al, 2019). Customer satisfaction is achieved when the company's performance can meet the customer's expectations. If the performance is less than the expectations, the customer will be dissatisfied; and if it is equal to the expectations, he will be satisfied (Hassanzadeh, 2019). If the performance exceeds expectations, he will be very happy and cheerful. The success of all organizations and institutions, whether production or service, profit or non-profit, governmental or non-governmental, is influenced by several factors, one of the most important of which is customer satisfaction in order to achieve excellence in business (Teimouri & Goodarzvand Chegini, 2018). Gogo & Jyoti (2020) in their research investigated how the quality of electronic services affects the satisfaction and loyalty of customers in the tourism industry. They came to the conclusion that the understanding of services causes a kind of satisfaction in people, which leads to commitment and loyalty in customers. Veloso et al. (2020) in their research on online retail sales in Portugal concluded that the level of customer service quality perception in online business has a positive effect on their attitudinal loyalty and will stabilize their overall loyalty. Research methodology The current research is applicable in terms of purpose, and descriptive in terms of data analysis of correlation type (structural equation modeling). The statistical population of this research was all the customers of Tejarat Bank in Mazandaran province. Considering that the statistical population of the present study is unlimited, the sample size of the study was 384 people based on Morgan's table. In this research, 384 questionnaires were distributed among customers using available sampling method. In order to collect data, the standard questionnaire of perceived quality of electronic services was used by Parasuraman et al. (2005). This questionnaire included 21 items and five components: physicality, reliability, responsiveness, assurance and empathy. Customer satisfaction variable was analyzed based on Chen (2005) standard questionnaire. This variable included 4 items and was used based on a 5-point Likert scale (completely agree to completely disagree).   Research findings In order to investigate the research hypothesis and analyze the information, structural equations and Lisrel were used, and the results showed that the perceived quality of electronic services from electronic banking had a relationship with customer satisfaction with an impact factor of 0.67. Ultimately, it can be said that the dimensions of electronic service quality perceived from electronic banking according to the strength of relationship with customer satisfaction are: physicality, reliability, responsiveness, guarantee and empathy. Conclusion The present study was conducted with the aim of investigating the perceived quality of electronic banking services and its relationship with the satisfaction of customers of Tejarat Bank of Mazandaran province. The results of this research are consistent with the findings of Veloso et al. (2020), Khodadad Hosseini et al. (2019), Hooshmandi et al, (2020), and Seyed Alipour (2018); as long as bank transactions are highly secure, customers trust the bank more easily and this will make them satisfied with using the services of this bank (Shared, 2019). At the same time, when the privacy of the customers is well protected in the bank and the customers are sure that the bank will not misuse their personal information, the customers will communicate better with the bank and their satisfaction levels will increase subsequently (Akhtarian, 2019). ). The level of security of using banking services is high and customers will use the services of this bank better and more often. On the other hand, the bank provides clear explanations of the security of its customers' information (Egala et al, 2021). According to the present research, it is suggested that the loyal customers of the bank who have significant and large financial transactions should be identified and while rewarding them, these activities should be publicized in the media in order to encourage customers to commit more to the bank. Bank managers should make a continuous effort to improve the personality and image of the bank's brand name by using various measures such as positive social activities for the benefit of the society. One of the ways to improve customer satisfaction can be mentioned giving importance to customer complaints. Most of the customers do not bother to complain and sometimes even the inappropriate behavior and threat of the employee does not allow them to protest and they continue on their way. Therefore, the bank should make plans and measures to find the cause of dissatisfaction and also to solve the identified problems.  

Abstract Abstract The purpose of this research was to investigate the role of Flow theory in viral promotional advergames with an emphasis on sharing personal data and forwarding the games. Using a viral marketing campaign, 393 out of 765 participants clicked on the game link sent via email, But 288 people participated in the game, 141 people answered the questions, invited their friends to the game, or shared their personal data. Poisson regression was used to investigate the role of Flow theory on game forwarding, and logistic regression was used on sharing personal data through Eviews software. Players with intrinsic enjoyment and psychological Flow (dimensions of Flow) tend to invite more people to the game and share more personal data about themselves. Perceived reward value is also positively related to game forwarding behaviors, although not related to sharing personal data. That is, players seem to communicate more about the game when they have extrinsic motivation (rewards), but are less likely to share personal data with the brand. On the other hand, extrinsically motivated players still have significant privacy concerns. In contrast, Flow is positively related to sharing personal data, suggesting that fully immersed players tend to "lose themselves" and forget about their more conscious concerns and thus appear more likely to share personal data with the brand. Companies that want to capture customers' personal data should focus more on designing game elements than rewards in such a way as to stimulate the psychological Flow of the players. Extended Abstract Introduction The implementation of viral marketing in the framework of launching a viral campaign in the form of a video or an attractive content in the form of a game is produced and then advertised online to the target audience. Basically, users are quickly attracted to this ad and share it widely. The virality of an advertisement or message in the form of a game is done randomly and is suddenly welcomed by many people, but the design and implementation of viral campaigns requires a lot of planning and creativity to be able to manage it during the campaign activity, so that it moves on the right track. In this regard, games are an important part of advertising campaigns and have attracted a lot of attention from academics and experts in this field. Previous research has been mostly about in-game advertising or advertising games and the distinction between them (Castiblanco Jimenez, I.A. et al.,2023). Viral Promotional Advergames combine a prize advertising game with an advertising game in a viral marketing campaign aimed at encouraging word of mouth to drive immediate responses and behavioral reactions from players towards goals such as; sharing personal data; forwarding the Game to friends lead to increase consumer knowledge of the brand and improve their attitude towards that brand. In this regard, Mihaly Csikszentmihalyi's Flow Theory (1975) is used, which considers Flow as a special mental state that appears when performing an action, in which the actor focuses on a task in such a way that he has a sense of adherence to, and completely Flows/immerses himself in the work and the satisfaction of the process of doing the work. In fact, he is so engrossed in doing it that he doesn't feel time, place, tiredness, hunger or unhappiness and concentrates on pursuing his work. But when they did the work, they lost that attachment and focus (Lavoie, R., & Main, K. 2019). In fact, the result of the work is not so important for these people, but it is the nature of the work they are doing is important to them. In the current research, it is investigated what factors will lead to such behavior, such as the mental state that these people experience while engaging in their profession and skills, and which is called the Flow state. It is a state in which a person is so engrossed in a task that nothing else matters to him, and this experience is so enjoyable that it is done only for its own sake. No studies have addressed the Flow experience in the context of viral advergames. Flow in the game, including enjoying and disappearing in the game, directs the responses and immediate behavioral reactions of the players towards actions such as forwarding the game and sharing personal data, and in the marketing process it plays as an important strategy for advertising or comprehensive advertising of a brand, product or service(Kim, Yoon Jeon & Ifenthaler, Dirk. 2019). Finally, the main question is how the Flow theory in Viral Promotional Advergames can lead players to forwarding games to friends and others and sharing personal data?. Theoretical framework Games have evolved over time and with the advancement of technology. An emerging form of gamification is designed as part of viral marketing campaigns, where consumers play the gambit to win sales promotions. The target consumers of such games are mostly adults rather than children. During the game, players can increase their chances of winning if they share their personal data or if they invite their friends to play the game. To distinguish this type of game, which is a combination of a promotional game for the purpose of a prize with an advertising game for the purpose of advertising in a viral marketing campaign, the term Viral Promotional Advergames is used. Due to the nature of advertising games, Viral Promotional Advergames often contain advertising messages of a brand and try to increase one's perception of the brand's status and attract positive consumer opinion (Zhao, Z., & Renard, D. 2018). Also, viral advergames are often designed as contests that allow consumers to win prizes due to luck or skill, and are intended to elicit immediate behavioral responses, with the promise of an increased chance of winning if those behaviors are performed. Previous literature describes consumers' cognitive and affective perceptions of different types of games, although it mainly focuses on children as participants. The current research examines adult gamers' behavioral reactions to Viral Promotional Advergames: namely, sharing personal data and Forwarding games. In addition, it examines how the internal and external values of adult players motivate such behaviors. Extensive empirical research confirms that Flow theory influences consumers' cognitive, emotional, and behavioral responses such as attitudes, behavioral intentions, and actual behaviors (Sarkar, J.G., Sarkar, A. and Sreejesh, S. 2023). A few researchers have applied Flow theory to advergames, but no studies have addressed experiences of Flow theory in the context of viral advergames or examined specific consumer behavioral outcomes of sharing personal data and game Forwarding. For the measurement of drowning, the existing approaches are either unidimensional or multidimensional. Multidimensionality typically includes attributes such as challenge, mastery, control, focus, enjoyment, curiosity, arousal, involvement, playfulness, telepresence, and time distortion. One popular unidimensional measure relies on perceived playfulness, as with more immersive games, enjoyment and concentration have stronger effects on player perception and behavior. Playfulness exists to some extent in any activity in which one freely engages. This structure is reflected in the two dimensions of pleasure and intellectual freedom (disappearing into work). Both dimensions indicate a state of psychological Flow. Both intrinsic and extrinsic benefits can stimulate social sharing behaviors. With regard to intrinsic benefits, emotional diffusion theory suggests that social sharing occurs when people need to share their evoked emotional experience with others (Lavoie, Raymond & Main, Kelley & Stuart-Edwards, Anastasia. 2022). According to the existing literature, intrinsic enjoyment leads to a stronger intention to participate in online word-of-mouth advertising. Perceived playfulness implies a sense of engagement that is inherently pleasurable, creating a positive emotional state. In the context of Viral Promotional Advergames, players' enjoyment of the game should lead to more positive evaluations, which increases the value of sharing personal data and Forwarding the game. Methodology This research is applicable in terms of purpose, cross-sectional survey method in terms of method, and purposeful and accessible in terms of selection of the research sample. In this study, data was collected using a pre-test-post-test method with a real viral marketing campaign. An advertising game was created for a weekly cultural magazine (at the request of magazine officials, magazine details are not reported) and data was collected during the campaign. Subscribers are people who provide their email address in exchange for promotional offers. In the pre-test stage, subject to the respondents' agreement to participate in the survey, in the first step, they received an email with a self-administered questionnaire about their attitude towards the weekly brand. In the post-test phase, participants received another email asking them to participate in a viral advertising game and to allow their behavioral data to be collected during the game for research purposes. At last, 393 out of the 765 participants clicked on the game link sent via email, but 288 participated in the game; and 141 people answered the questions, invited their friends to the game, or shared their personal data. Finally, Poisson regression was used to investigate the role of Flow theory on game forwarding and logistic regression was used on sharing personal data through Eviews software. Discussion and Results  Flow is positively related to game Forwarding and personal data sharing behaviors, such that if games elicit higher levels of enjoyment and concentration, the players may also be more willing to share personal data and Forward games. While the perceived value of prizes has a positive and significant effect on Forwarding games by players, it will not have a significant effect on sharing personal data. Also, prior attitudes towards the brand moderate the effect of perceived value of rewards on game Forwarding behavior. Also, players with inner pleasure and psychological Flow (dimensions of Flow) are more inclined to invite more people to the game and share more personal data about themselves. Perceived reward value is also positively related to game Forwarding behaviors, although not related to sharing personal data. That is, players appear to communicate more about the game when extrinsically motivated, but are less likely to share personal data with the brand. On the other hand, extrinsically motivated players still have significant privacy concerns. In contrast, perceived playfulness is positively related to personal data sharing, suggesting that fully immersed players tend to "lose themselves" and forget their more conscious concerns. As a result, they seem more likely to share personal data with the brand. Another interesting result comes from the absence of a reciprocal relationship between intrinsic and extrinsic motivation with regard to both behaviors. The reason can be the complexity of external rewards in this study. Conclusion Players with intrinsic enjoyment and psychological Flow (dimensions of Flow) tend to invite more people to the game and share more personal data about themselves, and perceived reward value is also positively related to game forwarding behaviors, although not related to sharing personal data. That is, players seem to communicate more about the game when they have extrinsic motivation (rewards), but are less likely to share personal data with the brand. Therefore, it is suggested; Companies that want to obtain customers' personal data should focus more on the design of game elements rather than prizes because the perceived value of prizes does not seem to have a significant and meaningful effect on the sharing of personal data. Games should also be designed in such a way as to induce psychological Flow/immersion in players; that is, game design elements should optimize the Flow or peak situation. On the other hand, companies that want to encourage players to submit their game should focus on both game design and prize placement, and prizes should be offered at different value levels to bias players' evaluations of more prizes. Previous research shows the importance of Flow for predicting learning, control, exploratory behaviors, positive subjective experiences, and other behavioral intentions (Lavoie & Main, 2019). Whereas, no previous studies have addressed the experience of Flowing/peaking in the context of Viral Promotional Advergames or examining Sharing Personal Data and game forwarding behaviors. With a field study of a real campaign of Viral Promotional Advergames, real data on player behavior is collected and how the intrinsic Flow/peak and extrinsic value of rewards are related to player behavior is measured. To measure intrinsic Flow/peak, players' perception of game playfulness was assessed (Chen, L.; Zhou, P.; Xiao, H. 2023). The results show that immersion in the game (enjoyment and immersion in the game) is positively related to game forwarding and Sharing Personal Data behaviors, while the external criterion related to the perceived value of rewards is positively related to game forwarding, but not to Sharing Personal Data. Furthermore, prior brand attitudes (prior to playing viral promotional games) moderate the effect of perceived value of rewards on game forwarding behavior.

Abstract The purpose of this research is to investigate the role of using electronic marketing and information technology in the business of Minoo food industry in the period of economic recession. The current research is applicable in terms of purpose, and descriptive-survey in terms of the nature and method of data collection, positivist in terms of research philosophy, and deductive in terms of approach. The statistical population of this research includes 41 experts and managers of sales, finance, and IT in Minoow food industry; and the sampling method used in this research is a combination of simple and available random methods. The collection tools in the current research include the questionnaires of Akbari (2011), Hersi and Goldsmith (2000), and Hoyz (1855). SPSS software was used for data analysis, and PLS software was used for structural equation modeling. According to the findings of the research, the results of the survey showed that information technology support has a positive and significant effect on the business of the food industry in Minoo food industry in the economic recession. Knowledge of information technology does not have a positive and significant effect on the business of Minoo food industry in the economic recession. The managerial beliefs of marketing preparations and the implementation of electronic marketing have a positive and significant effect on the business of the food industry in Minoo food industry in the economic recession, and information technology and electronic marketing have a positive and significant impact on the business of the food industries of Minoo food industry, but with the introduction of the moderator of the economic recession, no effect significance was observed. Extended Abstract Introduction Today, social media is the voice of customers as a communicative way and helps them to interact and share their wishes with the whole world. According to these cases, social media has been accepted as a necessary and widespread platform in the world of e-commerce (Shaltoni, 2017). Although marketing through social media has had a great impact on the business world, there still is no social scale in the field of electronic commerce in current publications to evaluate the level of understanding and awareness of consumers towards marketing activities through social media (Zhang & Berghall, 2021). Today, with a deep look at the surrounding world, it can be stated that in today's world, the increasing development of information technology has tremendous and significant effects on the dimensions of human life, and it can be claimed that information is the main factor and platform for gaining power. Based on the characteristics and conditions of the contemporary period, the nature of employment, human resources, and the workplace; it has  undergone fundamental changes that is mixed with human life and requires it the use of information. The emergence of information and communication technology dates back to a few decades ago, and since then, it has affected various areas of human life at a speed beyond imagination (Mehdinezhad Nori et al, 2019).The main question of the present research is; to what extent electronic marketing and information technology can be effective in the business of food industries in Minoo during the economic recession?   Theoretical framework Information technology deals with issues such as the use of electronic computers and software to convert, store, protect, process, transmit and retrieve information in a safe and secure manner. Recently, a slight change is given in this term so that it clearly includes the circle of electronic communications. Therefore, some people prefer to use the term "information and communication technology" (Rezaei et al, 2015). In economic definitions, negative growth in the economy of a country for two consecutive three-month periods is considered economic stagnation. Increase in unemployment rates, stagnation in production, decrease in investments, disorder in business activities, as a result of which prices are inappropriate and purchasing power decreases, all occurs during economic recession. In other words, recession is a period when there is a significant decrease in the four factors of employment, production, income, and trade. This period usually lasts at least six months to one year. According to this, recession means a decrease in the real GDP growth rate (Kevin & Whyte, 2018). Ashjaei et al, (2022) discussed the alignment of information technology, business and marketing strategies and its effect on export and business performance in crisis situations. The results showed that information technology strategies have an effect on commercial performance; marketing strategies have an effect on commercial and export performance; and finally, organizational strategies have an effect on the overall performance of Razavi's food industry in the Covid-19 crisis. Also, the effect of information technology strategies on export performance and the effect of business strategies on export and commercial performance were not confirmed. Jalilvand (2021) investigated the impact of information technology on the empowerment of employees of Tehran Municipality, Region 14. The results showed that information technology has a positive and significant effect on the empowerment of employees of Tehran Municipality, Region 14. In other words, the results of the analysis indicate that the empowerment of employees is affected by the use of information technology in the organization. Methodology This research is applicable in terms of purpose, descriptive-survey in terms of its nature and method, positivist in terms of research philosophy, and deductive in terms of approach. The statistical population of the research includes managers and experts of Minoo food industry factory, whose number is 41 people. Discussion and Results SPSS software was used for data analysis and PLS software was used for structural equation modeling. The results of the first hypothesis showed that at the confidence level of 0.95, based on the results of the table, the path coefficient for the information technology support variable is 0.293. Considering that the significance level of T is greater than 1.96, it is determined that technology support information has a positive and significant effect on the business of Minoo company in the economic recession. Also, the path coefficient for information technology knowledge variable is 0.0292. Due to the fact that the significance level of T is smaller than 1.96, it is determined that the knowledge of information technology does not have a positive and significant effect on the business of Minoo company in the economic recession. The results of the second hypothesis showed that at the confidence level of 0.95, the path coefficient regarding the managerial beliefs variable is 0.093. Due to the fact that the significance level of t is greater than 1.96, it is determined that Managerial beliefs have a positive and significant effect on the business of Minoo company in the economic recession. At the confidence level of 0.95, based on the results of the path coefficient regarding the variable of marketing preparations, the amount is 0.293. Due to the fact that the significance level of T is greater than 1.96, it is determined that marketing preparations have a positive and significant effect on the business of Minoo company in the economic recession. At the confidence level of 0.95, the path coefficient regarding the electronic marketing implementation variable (implementation) is 0.476. Considering that the significance level of T is greater than 1.96, it is clear that the implementation of electronic marketing (implementation) has a positive and significant effect on the business of Minoo company in the economic recession. The results of the third hypothesis showed that at the confidence level of 0.95, based on the results of Table 9, the coefficient of the path regarding the information technology variable is 0.134. Due to the fact that the significance level of T is greater than 1.96, it is determined that information technology has a positive and significant effect on the business of Minoo Food Company in the economic recession. The results of the third hypothesis showed that at the confidence level of 0.95, based on the results of the table, the path coefficient regarding the electronic marketing implementation variable is 0.640. Considering that the significance level of T is greater than 1.96, it is clear that electronic marketing has a positive and significant effect on the business of Minoo Food Company in the economic recession. Examining the moderating role of economic recession showed that although this variable was able to reduce the impact of the two variables of information technology and electronic marketing on the business of Minoo Company, this reduction was not significant. Conclusion The current research was conducted with the aim of investigating the role of using electronic marketing and information technology in the business of Minoo food industry in the period of economic recession. The research findings are consistent with the results of Milani et al, (2021), Jalilvand (2021), and Cepeda et al, (2021). The examination of the central and dispersion indicators showed that the respondents in this organization evaluated the state of being involved in electronic business as an average strategic necessity. Emphasis on employees for the dependence of organizational success on accepting advanced e-marketing resources has been assessed as moderate, and encouraging activities related to e-marketing in the organization has also been reported as moderate. Also, half of the respondents believed that the organization should be seriously involved in electronic marketing activities According to the results of the research, it is suggested to formulate a long-term plan in the field of information technology and human resources systems in the company in the form of three main axes of using the information technology system and human resources systems in the company, including people, infrastructure and applications. Based on this program, structural changes may also be predicted.

Abstract Abstract The main goal of the current research is to model the structural equations of the impact of senior management's green commitment on environmental performance with the mediating role of green human resource management (a case study of Shahrekord manufacturing companies). The current research is applicable in terms of purpose, and descriptive-survey in terms of data collection. In this research, Daly et al.'s (2007) questionnaire was used to measure the green commitment variable of senior management, Jabour's (2011) questionnaire was used to measure the green human resources variable, and Kim et al.'s (2016) questionnaire was used to measure environmental performance. The statistical population of this research is 168 managers of manufacturing companies in Shahrekord, 117 of them were selected as a sample using Morgan's table, and the questionnaire was distributed among them by simple random sampling. SPSS and PLS software were used to analyze the data and test the hypotheses. The results show that the green commitment of senior management has a significant positive effect on the company's environmental performance. Also, the senior management's green commitment has a significant positive effect on the company's green human resources management. But green human resource management does not have a positive effect on environmental performance. Extended Abstract
Introduction The environment and its protection is a topic that has been of interest since the beginning of human social life (moradiDehkordi & Barrani, 2022). Almost every industry includes environmental protection measures. Most manufacturing companies improve their performance with the aim of eliminating the waste created in the production and disposal of products (Kim et al, 2019). Green efforts of an industry include reducing waste, saving energy and water in its operations, and educating customers and employees. Most previous researches have examined the environmental management practices of companies (for example, energy saving and water conservation) (Molina-Azorín et al, 2015). It is widely recognized that support for environmental issues by the top management team leads to a positive perception of green practices among employees, which in turn leads to sustainable environmental performance. Due to the influence of senior managers' position in the corporate hierarchy, the senior management team is probably one of the organization's most valuable resources, as are the possible consequences of their commitment to specific goals (Michalisin et al, 2004). Due to the global consumer awareness, manufacturing organizations have started to integrate green strategies in their design, construction, and daily operations. In Iran, recently, a trend toward green organization operations has begun. To improve environmental performance, they have not only started using green products, adopting waste reduction and management policies, and using water recycling, but also started human resource management (Ragas et al, 2017). Theoretical literature Environmental performance is the set of company operations that have been synchronized and compatible with the environment. Human resource management affects organizational performance by increasing productivity, controlling costs and creating value. There is a significant relationship between a company's human resource management system and its organizational performance (Turki et al, 2022). Green human resource management methods, including training, empowering and rewarding employees' environmental behaviors, can have a positive effect on employees' environmental commitment. For success in green human resource management policies, the role of individual values ​​of employees is important )Obeidat et al. 2020). In a study, Singh et al (2022) investigated the effect of green innovation on organizational performance through the mediation of green transformation leadership and green human resource management. The findings showed that the actions of green human resources management have a positive and significant effect on the green innovation leadership and then on the environmental performance of organizations. Yu et al (2020), conducted a research entitled "Green human resource management and environmental cooperation: Capability-Motivation-Opportunity and Contingency Perspective". The results show that green human resource management is positively and significantly related to environmental cooperation with customers and suppliers, and these relationships are significantly moderated by internal green supply chain management. Methodology Due to its descriptive nature and according to the defined purpose, the present research is of an applicable type and is based on the method of conducting a survey. The statistical population of this research is 168 managers of manufacturing companies in Shahrekord, 117 of them were selected as a sample using Morgan's table, and the questionnaire was distributed among them by simple random sampling. In order to collect data related to the green commitment variable of senior management from the questionnaire of Daily et al. (2007), the green human resources variable from the Jabbour (2011) questionnaire, and the environmental performance variable from the Kim et al. (2019) questionnaire have been used.   Discussion and Results In order to check the research hypothesis and analyze the data, structural equation technique was used using PLS statistical software and Spss statistical software. The results showed that the effect coefficient of senior management's green commitment on the company's environmental performance is positive and is equal to 0.463, which means that the green commitment of senior management has a positive effect on the company's environmental performance. The coefficient of influence of senior management's green commitment on hiring and green selection of the company is positive and is equal to 0.582, as a result, the green commitment of senior management has a positive effect on hiring and green selection of the company. The coefficient of influence of senior management's green commitment on the company's green training and development is positive and equal to 0.653, which means that the senior management's green commitment has a positive effect on the company's green training and development. The coefficient of influence of senior management's green commitment on the management and evaluation of the company's green performance is positive and is equal to 0.630, as a result, the green commitment of the senior management has a positive effect on the management and evaluation of the company's green performance. The coefficient of influence of senior management's green commitment on green reward and company reward is positive and equal to 0.614, which means that green commitment of senior management has a positive effect on green reward and company reward. The value of the significance level for the effect of hiring and choosing green on the company's environmental performance, which is greater than 0.05, can be said that hiring and choosing green does not have a significant effect on the company's environmental performance. The value of the significance level for the effect of green training and development on the company's environmental performance, which is greater than 0.05, can be said that green training and development does not have a significant effect on the company's environmental performance. The coefficient of influence of management and evaluation of green performance on the environmental performance of the company is positive and equal to 0.185, as a result, the management and evaluation of green performance has a positive effect on the environmental performance of the company. The value of the significance level for the effect of green rewards and rewards on the company's environmental performance, which is less than 0.05, can be said that green rewards and rewards have a significant impact on the company's environmental performance. Conclusion The current research was conducted with the aim of modeling the structural equations of the mediating role of green human resources management in the relationship between the green commitment of senior management and environmental performance (case study: Shahrekord manufacturing companies). The findings of this hypothesis are consistent with the findings of Haldorai et al, (2022), Yusliza et al, (2019); at the company level, the top management of the organization can show its commitment to the environment by including it in the mission and turning it into a goal and show business priority, so show full support for environmental sustainability. Senior management and ownership groups can prioritize environmental issues when developing operational strategies and practices. They can create a clear written policy which declares their commitment to provide the leadership and resources necessary to maintain the environmental standards required in the organization's company. Their commitment to the environment should be communicated not only to employees within the company but also to suppliers, contractors and subcontractors and their customers. Senior management can link their commitment to the organization's environmental performance to the implementation of environmental plans introduced by the organization. They should play an important role in increasing the active participation of a company in the organization's environmental performance measures. Senior managers should know that the implementation of the environmental performance of the organization is only successful that it be necessary to create a commitment from senior management, because this commitment is one of the strategies to achieve environmental performance. To ensure effective environmental performance, top management can allocate more funds to training key personnel involved in the organization's environmental performance. Therefore, according to the results of the research, it is suggested that companies may conduct training related to the environment to empower employees to achieve environmental goals. Companies should conduct environmental audits to assess whether supplier practices are consistent with the companies' environmental goals. Companies are suggested to form an independent board to monitor the daily environmental activities of employees and provide feedback related to the environment from their customers, managers and supervisors. Companies are suggested to maintain close relationships with their customers by communicating regularly about their green products/services and asking for feedback on the company's environmental strategies and goals.

Abstract Abstract The main purpose of the current study is to investigate the impact of green transformational leadership on green behavior with the mediating role of green organizational culture and environmental concerns of employees in industrial units of Shahrekord. This study is applicable in terms of purpose, and descriptive-survey in terms of data collection. Green transformational leadership was measured using the six-item scale developed by Singh (2020), environmental concern was measured using the five-item scale developed by Frang and Martens (2006), green behavior was measured using the sixteen-item scale developed by Hassanpour (2020), and also green organizational culture was measured using the nineteen-item scale developed by Stanstie et al (2021). The statistical population of this study was 510 employees, among which a sample including 219 employees in industrial units of Shahrekord was selected by Morgan table, and the questionnaires were distributed among them by simple random sampling. SPSS and Smart PLS softwares were used to analyze the data as well as hypotheses testing. The results showed that green transformational leadership has a positive effect on green behavior with the mediating role of green organizational culture. The results also indicated that green transformational leadership had a positive effect on green behavior with the mediating role of environmental concerns. Extended Abstract Introduction The first way to have a sustainable environment is to identify the factors that threaten it and take action to reduce the impact of these factors. Therefore, the environment is currently considered a global issue for everyone, including organizations (Adriana et al, 2020), so that stopping destruction and efforts to increase the quality of the environment are among the challenges considered as the front line of organizations. Recently, the green behavior of employees at the workplace has been in the focus of organizational researchers because the evidence indicates that the individual behavior of employees can play an important role in the environmental performance of the organization and improve it. Behaviors that strengthen or weaken environmental sustainability by employees, which occur voluntarily or involuntarily and are also measurable, are called green employee behavior (Xiao et al, 2020). Past studies show that when leaders implement green transformational leadership, they positively affect corporate environmental responsibility and green behavior. Green transformational leadership is a style of leadership that inspires its followers to achieve environmental goals and motivates them to perform and behave green beyond expectations. One of the categories that seems to be able to facilitate the effect of green transformational leadership on the green behaviors of employees is the attitude of employees. Attitude is defined as a person's emotional tendency when he evaluates something positively or negatively (Farhadinejad et al, 2019). According to the mentioned materials, the main problem of the research is whether green transformational leadership has a positive and significant effect on green behavior with the mediating role of green organizational culture and environmental concerns in the industrial units of Shahrekord city. Theoretical Framework Green transformational leadership, theory-based evidence and experience-based evidence indicate that personal and situational factors are among the factors that can influence the tendency of employees to have environmentally friendly behavior at work. In this regard, researchers name an important factor in the formation of green behavior at work under the title of transformational leadership (Hadi & Rasool, 2017). When employees go beyond the goals, in order to minimize the positive impact of organizational activities on the environment (Raskooi, 2019), in fact, it is better to say, green management refers to the integrity of the organization's behavior; and the environmental awareness of green management demands that a company adopt tangible and integrated operations to prevent the pollution created in the organization's activity process (Mazarezadeh et al. 2015). Considering serious environmental problems, such as pollution and resource depletion and increasing polluting gases, companies should change their traditional business model to a sustainable model (Takaudo et al, 2019). However, few companies have the ability to deal with environmental issues using their limited resources (Zhang et al, 2019). The behavior that positively affects the environment is called green behavior or environmentally friendly behavior (Iqbal et al, 2018). In fact, behaviors that contribute to the sustainability of the environment indicate green behavior, such as saving resources, transforming and turning waste into valuable items, and protecting the environment (Jian et al, 2020). Singh et al, (2020) in a study investigated the effect of green innovation on organizational performance through the mediation of green transformation leadership and green human resource management. The findings showed that the actions of green human resources management have a positive and significant effect on the green innovation leadership and then on the environmental performance of organizations. Lee (2020) investigated the effect of green human resource management on environmentally friendly behavior of hotel employees and environmental performance in a study. The findings showed that paying attention to green human resource management measures increases the organizational commitment of employees, behavior compatible with their environment, and sustainable performance. Methodology The current research is an applicable research in terms of the goal, and a descriptive-survey research in terms of the method used. The statistical population of this research is 510 employees of the industrial units of Shahrekord city, 219 people were selected as a sample using Morgan's table, and the questionnaire was distributed among them using simple random sampling. The questionnaire of Kumar Singh, (2020) for the green transformational leadership variable, and the questionnaire of Frang, & Martens (2006) for the environmental concern variable, and the questionnaire of Hassanpour (2020) for the green behavior variable, and the questionnaire of Stanstie et al. (2021) for the green organizational culture variable were used to collect related data. Discussion and Results In order to investigate research hypotheses and analyze data, PLS software was used. The results showed that the significance level for the effect of green transformational leadership on green organizational culture is less than 0.05 (p≤/05); it can be said that green transformational leadership has a significant impact on green organizational culture. Considering that the coefficient of influence of green transformational leadership on green organizational culture is positive and equal to 0.735, it is concluded that green transformational leadership has a positive effect on green organizational culture. The value of the significance level for the effect of green organizational culture on green behavior, which is less than 0.05 (p≤/05), can be said that green organizational culture has a significant effect on green behavior. Considering that the coefficient of influence of green organizational culture on green behavior is positive and equal to 0.496, it is concluded that green organizational culture has a positive effect on green behavior. The significance level value for the effect of green transformational leadership on environmental concerns, which is less than 0.05 (p≤/05), can be said that green transformational leadership has a significant effect on environmental concerns. Considering that the coefficient of influence of green transformational leadership on environmental concerns is positive and equal to 0.804, it is concluded that green transformational leadership has a positive effect on environmental concerns. The value of the significance level for the effect of environmental concerns on green behavior, which is less than 0.05 (p≤/05), can be said that environmental concerns have a significant effect on green behavior. Considering that the coefficient of influence of environmental concerns on green behavior is positive and equal to 0.377, it is concluded that environmental concerns have a positive effect on green behavior. Considering that all 4 sub-hypotheses were accepted, as a result, the main hypothesis is also accepted and green transformational leadership has a significant effect on green behavior with the mediating role of green organizational culture and environmental concerns. Conclusion The current research was conducted with the aim of the effect of green transformational leadership on green behavior with the mediating role of green organizational culture and environmental concerns. The results of this research are consistent with the results of Kumar Singh et al, (2019) and Goldberg et al, (2018); environmental challenges put considerable pressure on organizations to behave more environmentally sustainable. A large number of organizations have started to adopt green policies and methods to increase economic benefits and better environmental performance (Ardito & Dangelico, 2018). Nevertheless, the environmental performance of organizations not only depends on strict laws and regulations, but it also requires employees' positive responses to environmental concerns with employees' environmental behaviors (Kim et al, 2017). The success of a company's environmental management depends on the employees' environmental behavior, because their behavior improves the company's environmental performance as a whole (Lu et al, 2017). The environmental behaviors of employees contribute to the optional actions of employees in the environmental sustainability of the organization and the employer, but are not under the control of any policy or formal environmental management system. Environmental behaviors include recycling and reuse, finding sustainable ways of working, developing and applying ideas to reduce the company's negative environmental effects, developing green processes and products, and questioning harmful practices. According to the results of the research, it is suggested that in order to develop a green transformational leadership style, organizations can formulate regulations that encourage managers to display a green leadership style (such as designing special reward programs). In the government domain, policy makers should try to adopt policies in the framework of which the managers of the organizations will be trained in green leadership style and in this way influence the green attitude and behavior of the employees. Organizations may conduct environment-related training to empower employees to achieve environmental goals. Organizations should conduct environmental audits to assess whether suppliers' practices are consistent with the companies' environmental goals or not.

Abstract Abstract During recent decades, environmental sustainability has reached the top of international political issues and has been recognized as a key motivating factor for innovation. As a result, the number of companies that develop green products has grown rapidly and customers show increasing interest in these products. Therefore, understanding the main characteristics of green products, identifying the factors affecting the price and the enthusiasm of consumers, to pay more for them, promotional tools and sales channels, green marketing mix for companies whose purpose is design, development and marketing. Green products can be useful. The aim of this research is to investigate the mixed effect of green marketing on sustainable consumption with the mediating role of green shopping. The research method is descriptive and practical in terms of purpose. The statistical population includes all students of Islamic Azad University, Shahrekord branch, and using Morgan's table, a sample size of 320 people was selected and the questionnaire was distributed among 300 people. Sampling in this research was done by random method and the questionnaire was distributed among the sampled people. Sampling in this research was done by random method and the questionnaire was distributed among the sampled people. The data collection tool is the mixed marketing questionnaire of Mohajerani (2014), green purchase intention of Hong et al. (2014) and Luchik's sustainable consumption questionnaire (2011). The results of the research showed that all 4 sub-hypotheses were accepted, as a result, the main hypothesis is also accepted, and green marketing mix has a significant positive effect on sustainable consumption with the mediating role of green shopping among students of Islamic Azad University, Shahrekord branch. Extended
Introduction Due to the terrible destruction of the environment around the world, more and more people pay attention to environmental concerns (Turki et al, 2019; Ho et al, 2022). With the increasing awareness and knowledge of customers regarding the importance of social welfare, the environment has become a serious concern for people. With the emergence of new consumer products and the increase of society's well-being and the efforts of organizations to stay ahead of competitors, the marketing approach has changed to a customer-oriented one. But the trend we are facing today is more awareness of organizations towards the environment (Agarwal et al, 2022). Environmental pollutions that have arisen as a result of human production and consumption are among the issues that have been repeatedly recognized as a threat to humanity by organizations active in this field. These environmental issues are still the main concern of people all over the world. This concern pressured marketers to change their strategy and adopt a marketing strategy called green marketing. Marketing is one of the topics subject to changes, which are caused by consumption patterns and people's tastes (Ho et al, 2019). Green marketing processes are rapidly becoming a mainstream to ensure the sustainability of marketing operations (Chang et al, 2019). According to what was said, the main question of the current research is whether the marketing mix has an effect on sustainable consumption with the mediating role of green shopping. Theoretical framework Green marketing can be seen as the outward extension of the company's environmental management systems and procedures that try to prevent environmental damage and help protect the environment. With environmental issues becoming an important issue in society, the number of companies that rely on environmental management systems, standards and audits to achieve sustainable development has increased exponentially (Lee, Ngniatdma and Chen, 2017). Green purchasing can affect the income of the whole organization. It also helps to create a positive public image, brand and goodwill in the market environment. The intention to buy green products is variable in cultures, genders and individual behavior of a person (Serin et al, 2018). In 1987, the United Nations Commission presented a definition of sustainable development to the world: meeting the needs of the present without jeopardizing the ability of future generations to meet their own needs (Peterson et al., 2021). Saadat Nia (2021) conducted a research titled "Investigation and identification of the mix effect of green marketing on consumers' purchase intention". The results of this research showed that green product mix and green promotion mix have a positive and meaningful effect on the purchase intention of consumers of Tehran Milk Industries. It is. Azadmanesh et al., (2020) conducted a research entitled "The effect of mixed green marketing components on the purchase intention of Rogin tomato sauce consumers". The results showed that among the four components of green marketing, three components of green price, green production and green advertising have a positive and significant effect on the purchase intention of Rojin's tomato sauce consumers in Kermanshah. Among these three components, green price has the most effect and green advertising has the least effect, but green distribution has no significant effect on consumers' purchase intention. Methodology The current research is descriptive in terms of examining the existing conditions, and is a survey in terms of the fact that it uses a questionnaire. The current research population includes all students of Islamic Azad University, Shahrekord branch. Questionnaire was used as the survey method. In this research, 320 questionnaires were distributed among students, of which 300 questionnaires were usable, analyzed by PLS software. The questionnaire of Mohajerani et al, (2015) was used to collect data related to the green marketing mix variable, the questionnaire of Hang et al, (2014) was used for the green purchase intention variable, and the questionnaire of Lochic (2011) was used for the sustainable consumption variable. Discussion and Results In order to investigate the hypothesis of the research, the modeling of structural equations, the method of structural equation modeling with the help of spss software was used to test the hypotheses from inferential statistics. Then PLS software was used to test the hypotheses or the conceptual model of the research, and the results showed that the design of green products has a significant effect on sustainable consumption with the mediating role of green purchase, and the design of green products indirectly and through the mediating variable of green purchase intention has an effect of (0.726*0.576) on sustainable consumption. Also, considering that this coefficient is positive; designing green products has a positive effect on sustainable consumption with the mediating role of green purchasing. Considering that both pricing paths of green goods are significant on purchase intention and purchase intention on sustainable consumption, it is concluded that the pricing of green goods has a significant effect on sustainable consumption with the mediating role of green purchase, and pricing green goods indirectly and through the mediating variable of green purchase intention have an effect on sustainable consumption to the extent of (0.726 x 0.199). Also, considering that this coefficient is positive, as a result, the pricing of green goods has a positive effect on sustainable consumption with the mediating role of green shopping. According to the fact that both paths of distribution conforming to green criteria are significant on purchase intention and purchase intention on sustainable consumption, it is concluded that distribution conforming to green criteria has a significant effect on sustainable consumption with a mediating role of green purchase, and distribution conforming to Green criteria indirectly and through the mediating variable of green purchase intention have an effect on sustainable consumption to the extent of (0.726*0.184). Also, considering that this coefficient is positive, as a result, the distribution according to green criteria has a positive effect on sustainable consumption with the mediating role of green purchasing. Considering that both paths of green advertising on purchase intention and purchase intention on sustainable consumption are significant, it is concluded that green advertising has a significant effect on sustainable consumption with the mediating role of green purchase, and green advertising indirectly and through the mediating variable of green purchase intention has an effect on sustainable consumption to the extent of (0.726*0.266). Also, considering that this coefficient is positive, as a result, green advertising has a positive effect on sustainable consumption with the mediating role of green shopping. Considering that all 4 sub-hypotheses were approved, as a result, the main hypothesis is also approved and marketing mix has a significant positive effect on sustainable consumption with the mediating role of green shopping for students of Islamic Azad University, Shahrekord branch. Conclusion The present study was conducted with the aim of investigating the mix effect of green marketing on sustainable consumption with the mediating role of green shopping. This finding is in line with researchers such as Saadat Nia (2021), and Azadmanesh et al., (2020); Due to the fact that nowadays consumers are more interested in environmental issues and environmental awareness among them has grown significantly, it has led to a gradual change in consumer behavior and the introduction of green marketing to the field of activity of companies and producers of consumer products; a better understanding of green consumers and customers and their needs will lead to a better market for green products and will help more companies and organizations to produce green products. According to the results of the research, it is suggested that the subject of environmental knowledge should be taught as a general subject in higher educational institutions as well as in universities, so that students might become familiar with the importance and role of its proper maintenance. This will also lead to a change in the attitude towards the environment of the country's future makers.  

Abstract Abstract Green commitment and environmental performance is the result of feeling the concerns of people in the organization regarding environmental issues. Of course, there is no consensus in the academic literature regarding the definition of commitment regarding environmental issues, and even above this, perhaps there is no correct understanding of the commitment arising from individuals and organizations. The main goal of the current research is to model the structural equations of the impact of senior management's green commitment on environmental performance with the mediating role of green human resource management (a case study of Shahrekord manufacturing companies). The current research is practical in terms of purpose and descriptive-survey in terms of data collection. In this research, the questionnaire of Daly et al. (2007) was used to measure the variable of green commitment of senior management, the questionnaire of Jabour (2011) was used to measure the variable of green human resources, and the questionnaire of Kim et al. (2016) was used to measure the environmental performance. The statistical population of this research is 168 managers of manufacturing companies in Shahrekord, 117 of them were selected as a sample using Morgan's table, and the questionnaire was distributed among them by simple random sampling. SPSS and PLS software were used to analyze the data and test the hypotheses. The results show that the green commitment of senior management has a significant positive effect on the company's environmental performance. Also, the senior management's green commitment has a significant positive effect on the company's green human resources management. But green human resource management does not have a positive effect on environmental performance. Extended Abstract
Introduction The environment and its protection is a topic that has been of interest since the beginning of human social life (moradiDehkordi & Barrani, 2022). Almost every industry includes environmental protection measures. Most manufacturing companies improve their performance with the aim of eliminating the waste created in the production and disposal of products (Kim et al, 2019). Green efforts of an industry include reducing waste, saving energy and water in its operations, and educating customers and employees. Most previous researches have examined the environmental management practices of companies (for example, energy saving and water conservation) (Molina-Azorín et al, 2015). It is widely recognized that support for environmental issues by the top management team leads to a positive perception of green practices among employees, which in turn leads to sustainable environmental performance. Due to the influence of senior managers' position in the corporate hierarchy, the senior management team is probably one of the organization's most valuable resources, as are the possible consequences of their commitment to specific goals (Michalisin et al, 2004). Due to the global consumer awareness, manufacturing organizations have started to integrate green strategies in their design, construction, and daily operations. In Iran, recently, a trend toward green organization operations has begun. To improve environmental performance, they have not only started using green products, adopting waste reduction and management policies, and using water recycling, but also started human resource management (Ragas et al, 2017). Theoretical literature Environmental performance is the set of company operations that have been synchronized and compatible with the environment. Human resource management affects organizational performance by increasing productivity, controlling costs and creating value. There is a significant relationship between a company's human resource management system and its organizational performance (Turki et al, 2022). Green human resource management methods, including training, empowering and rewarding employees' environmental behaviors, can have a positive effect on employees' environmental commitment. For success in green human resource management policies, the role of individual values ​​of employees is important )Obeidat et al. 2020). In a study, Singh et al (2022) investigated the effect of green innovation on organizational performance through the mediation of green transformation leadership and green human resource management. The findings showed that the actions of green human resources management have a positive and significant effect on the green innovation leadership and then on the environmental performance of organizations. Yu et al (2020), conducted a research entitled "Green human resource management and environmental cooperation: Capability-Motivation-Opportunity and Contingency Perspective". The results show that green human resource management is positively and significantly related to environmental cooperation with customers and suppliers, and these relationships are significantly moderated by internal green supply chain management. Methodology Due to its descriptive nature and according to the defined purpose, the present research is of an applicable type and is based on the method of conducting a survey. The statistical population of this research is 168 managers of manufacturing companies in Shahrekord, 117 of them were selected as a sample using Morgan's table, and the questionnaire was distributed among them by simple random sampling. In order to collect data related to the green commitment variable of senior management from the questionnaire of Daily et al. (2007), the green human resources variable from the Jabbour (2011) questionnaire, and the environmental performance variable from the Kim et al. (2019) questionnaire have been used. Discussion and Results In order to check the research hypothesis and analyze the data, structural equation technique was used using PLS statistical software and Spss statistical software. The results showed that the effect coefficient of senior management's green commitment on the company's environmental performance is positive and is equal to 0.463, which means that the green commitment of senior management has a positive effect on the company's environmental performance. The coefficient of influence of senior management's green commitment on hiring and green selection of the company is positive and is equal to 0.582, as a result, the green commitment of senior management has a positive effect on hiring and green selection of the company. The coefficient of influence of senior management's green commitment on the company's green training and development is positive and equal to 0.653, which means that the senior management's green commitment has a positive effect on the company's green training and development. The coefficient of influence of senior management's green commitment on the management and evaluation of the company's green performance is positive and is equal to 0.630, as a result, the green commitment of the senior management has a positive effect on the management and evaluation of the company's green performance. The coefficient of influence of senior management's green commitment on green reward and company reward is positive and equal to 0.614, which means that green commitment of senior management has a positive effect on green reward and company reward. The value of the significance level for the effect of hiring and choosing green on the company's environmental performance, which is greater than 0.05, can be said that hiring and choosing green does not have a significant effect on the company's environmental performance. The value of the significance level for the effect of green training and development on the company's environmental performance, which is greater than 0.05, can be said that green training and development does not have a significant effect on the company's environmental performance. The coefficient of influence of management and evaluation of green performance on the environmental performance of the company is positive and equal to 0.185, as a result, the management and evaluation of green performance has a positive effect on the environmental performance of the company. The value of the significance level for the effect of green rewards and rewards on the company's environmental performance, which is less than 0.05, can be said that green rewards and rewards have a significant impact on the company's environmental performance. Conclusion The current research was conducted with the aim of modeling the structural equations of the mediating role of green human resources management in the relationship between the green commitment of senior management and environmental performance (case study: Shahrekord manufacturing companies). The findings of this hypothesis are consistent with the findings of Haldorai et al, (2022), Yusliza et al, (2019); at the company level, the top management of the organization can show its commitment to the environment by including it in the mission and turning it into a goal and show business priority, so show full support for environmental sustainability. Senior management and ownership groups can prioritize environmental issues when developing operational strategies and practices. They can create a clear written policy which declares their commitment to provide the leadership and resources necessary to maintain the environmental standards required in the organization's company. Their commitment to the environment should be communicated not only to employees within the company but also to suppliers, contractors and subcontractors and their customers. Senior management can link their commitment to the organization's environmental performance to the implementation of environmental plans introduced by the organization. They should play an important role in increasing the active participation of a company in the organization's environmental performance measures. Senior managers should know that the implementation of the environmental performance of the organization is only successful that it be necessary to create a commitment from senior management, because this commitment is one of the strategies to achieve environmental performance. To ensure effective environmental performance, top management can allocate more funds to training key personnel involved in the organization's environmental performance. Therefore, according to the results of the research, it is suggested that companies may conduct training related to the environment to empower employees to achieve environmental goals. Companies should conduct environmental audits to assess whether supplier practices are consistent with the companies' environmental goals. Companies are suggested to form an independent board to monitor the daily environmental activities of employees and provide feedback related to the environment from their customers, managers and supervisors. Companies are suggested to maintain close relationships with their customers by communicating regularly about their green products/services and asking for feedback on the company's environmental strategies and goals.

Abstract Abstract
The purpose of this research is to investigate the mediating role of brand equity in the impact of social media marketing on customer reaction. This research is among the descriptive researches of the survey type. The statistical population of the research is all the customers of Hakopian brand agencies who are members of that brand's Instagram page. The sample size was estimated to be 384 people, which were selected by available sampling method. In order to collect data Standard questionnaires were used. Validity was investigated using confirmatory factor analysis and Cronbach's alpha coefficient greater than 0.7 for different constructs confirmed their reliability. In the inferential statistics section, Kolmogorov-Smirnov test, Pearson correlation coefficient and model test were used. Constructing structural equations with the help of smart pls software was used to test hypotheses. A significant level was considered for all analyzes (p<0.05). The results indicated that social media marketing has a positive and significant effect on brand equity and customer reaction. Brand equity has a positive and meaningful effect on customer reaction. Also, the findings showed that brand equity has a positive mediating role in the impact of social media marketing on customer reaction.
Extended Abstract
Introduction
Today, people's personal and social life is mostly in cyber space. In this new space, businesses are looking for new opportunities to exploit. Social media marketing is a two-way communication that seeks to attract young users and even promote familiar feelings associated with existing luxury brands to the older age group (Ahmad et al, 2016). In addition, brands' social media activity is an opportunity It provides for reducing misunderstanding and prejudice towards other brands and leads to an increase in brand value by creating a space for exchanging ideas and information online among people (Dehdashti Shahrokh & Naeli, 2021). Due to the exponential increase in the use From these social media, not only existing social network users, but also commercial companies and government organizations are connecting and using them as communication tools (Hajialiakbari & Moosavi, 2019). Unlike individual users of social networks, these organizations are Activists use social media for advertising and marketing, which has been done to implement integrated marketing activities without time, space and media restrictions with much less effort and cost than before (Galati et al, 2017). .
Understanding the role of social media is vital for researchers and managers in the field of marketing, therefore, social media marketing is an integral element of business in the 21st century (Felix & et al, 2016). Existing researches empirically identify the specific objectives of social media marketing. including sales stimulus, increasing brand awareness, improving brand image, generating traffic to online databases, reducing marketing costs, and creating user interaction in databases by encouraging users to send or share content. Despite the increase in usage Pervasive of social media in business, researches in the field of social media strategies are few and companies develop and guide their social media marketing strategies by trial and error (Ananda&etal, 2016). With the rapid expansion of social media Social media and its programs have had a deep impact on the structure of businesses, which has led to a deep transformation in the marketing models of companies (Galati & etal, 2017).
In this research, an attempt is made to answer the question whether social media marketing by emphasizing the mediating role of brand equity has a significant effect on the reaction of customers of Hakopian Company?
 
Theoretical foundations
Few researches have been done on social media marketing strategies. Issues related to social media marketing have caused researchers to focus and pay attention and expand the importance of such a topic. One of the types of relationships that consumers establish with the brand is the feeling of customer reactions (Almasi et al, 2020). By establishing such a relationship with the brand, a stable and inimitable source of competitive advantage is created for that particular brand. Sharma et al (2018) have defined customer reactions as the benefits that customers believe they will receive in excess of the cost associated with their consumption (Keegan & Rowley, 2017). Customer reactions are an overall evaluation of service usefulness, based on customers' perceptions of what they get In contrast, it is the cost paid. Kotler & Sheth (1997) have also claimed that the value of products for customers is determined by satisfaction and loyalty (Gong et al, 2020).
On the other hand, customers always show behavior when faced with the actions of the organization, which is called customer reaction or in a more familiar word, customer reaction. These reactions are caused by their behavioral intentions and also their attitudes about a subject (Lim et al, 2017). ). On the other hand, today most of the marketing managers have come to believe that the real value does not exist in the product or service, but this value is in the eyes of potential and actual customers and it is the brand that evokes this value in their minds. A strong special brand can have more brand equity (Zollo et al, 2020). Brand equity is a set of assets and liabilities linked to a brand. Brand equity is the differential effect that brand awareness has on customers' response to brand marketing. The special value of a brand is caused by the perception that consumers have of that brand, which is changed by many factors (Ahmad et al, 2016). which are effective in creating and forming the special value of the brand in the minds of consumers, understood and recognized (Ngan et al, 2019). The special value of the brand is created when customers tend to pay more for the same level of brand quality due to the interestingness of the brand name and strong attachment to it (Rezaeian & Asgari, 2021).
 
Research Methodology
The current research is applied in terms of purpose and descriptive-survey in terms of data analysis. The statistical population of the research was made up of all customers and consumers of Hakopian brand clothing products in Tehran city. Based on the formula for determining the sample size of the unknown statistical population (Cochran's formula), the sample size was 384 people and was obtained by available sampling method. Data were used from the standard questionnaires of brand specific value of Aaker (1996), social media Seo & Park (2018) and customer reaction Buil & etal (2013). In order to determine the validity of the research tool, face validity, content validity and confirmatory factor analysis were used. Cronbach's alpha coefficient was used to determine the reliability of the research tools. To test the research hypotheses, the Kolmogorov Smirnov test and the structural equation technique were used using SmartPLS statistical software.
 
Research findings
The results related to the first hypothesis showed that social media marketing has a positive and significant effect on brand equity. The results related to the second hypothesis showed that the brand equity has a positive and significant effect on customer reaction. The results related to the third hypothesis showed that social media marketing has a positive and significant effect on customer reaction. The results related to the fourth hypothesis showed that brand equity plays a mediating role in the impact of social media marketing on customer reaction.
 
Conclusion and Discussion
As mentioned, the purpose of this research was to investigate the mediating role of brand equity in the impact of social media marketing on customer reaction. This research is consistent with the research of Azami & Ayeneh (2021), Ngan et al (2019), Saberi & Moharar (2016), Hajialiakbar & Moosavi (2019), Ebrahim (2020) and Zollo et al (2020); In the end, with regard to the results of the structural equation model, it can be said that managing the way of communicating with customers can influence the type of customer behavior and the extent to which customers use the company's products depends on these relationships. The use of marketing strategies. The new way of attracting potential customers can play an essential role in increasing the company's market share. The degree of customer satisfaction with the company's performance and the improvement of the communication environment between customers and company employees or even the services provided by them, play an important role in the processes of brand association in the minds of customers. The level of awareness that customers gain in the type of relationship they have with the company and the services provided will increase their willingness to use those products and this will mean an increase in the market share of that company. Business marketing in social media can be an important and effective factor on the customers' attitude towards the brand and their products. The emergence of other companies will not cause any disruption in the market share of this company, because its customers are indebted to this brand and Under no circumstances will they regret using the services of this company. In such circumstances, even if the desired services are not available, they will refrain from using the services of other companies. In this way, customers are committed and loyal to the company.

Abstract Abstract The aim of this study is "The effect of social support and economic empowerment of women on family social development with the mediating role of life satisfaction". This research is descriptive-survey and applicable; and in terms of relationships between variables, it is correlational. Henceforth, a statistical population consisting of women working in agricultural and horticultural economic cooperatives in the city of Rudbar in a sample of 130 people were studied by random method. Data collection was carried out using a questionnaire whose validity was confirmed by experts and its reliability by Cronbach's alpha coefficient. SmartPLS3 statistical software was used to analyze data and test hypotheses. The findings of this study show that women's economic empowerment has a positive and significant effect on social development. However, the results showed that the significance level of the social support variable at the 95% confidence level is greater than 0.05, but considering that this value is close to 0.05, it can be said that social support for women at the 90% confidence level has an impact on social development. The results of the study further showed that life satisfaction has a mediating role in the relationship between social support for women and social development, as well as women's economic empowerment and social development. Introduction In recent decades, the issue of social development has expanded from the macro level of society to the family institution and even its individual actors. One of the central issues in the discussion of social development is paying attention to the role and position of women in the process of improving the social status of families and society as a whole. Women, as half of the human body, not only play a key role in creating and maintaining family ties, but are also considered to be the main role-makers in the process of socialization of new generations. For this reason, empowering and supporting women, especially in the social and economic dimensions, is considered the key to the comprehensive development of the family and, on a larger scale, of society (Maubrigades, 2017). Social development of the family can be understood as comprehensive growth in the areas of interpersonal relationships, social participation, promotion of social capital and improvement of general welfare indicators, in which women play a major role as agents of change. However, achieving sustainable social development in the family is possible when women, in addition to enjoying the necessary social support, also find the opportunity to actively and effectively participate in the economic arena. It is obvious that the presence of women in economic and social activities requires support from the family, society and the government. This support can be formed in the form of emotional, informational and financial relationships between the family and women, or the provision of job, educational and professional opportunities by social institutions (Hechavarria et al., 2019). Meanwhile, one of the most important factors in the process of social development is the level of life satisfaction of individuals, especially women. Life satisfaction is not only a reflection of a sense of happiness and personal security, but can also strengthen women's motivation to play a social and economic role. In other words, having social support and economic opportunities, beyond improving the individual's economic and social status, leads to improving the quality of life and increasing satisfaction with daily life, which in turn has an effective impact on the dynamics of the family and society (Waseem et al., 2020). Considering these dimensions, this article seeks to examine the impact of social support and women's economic empowerment on social development, emphasizing the mediating role of life satisfaction. In order to clarify the dimensions and importance of the issue, it is further analyzed in three main axes: the role of social support in women's social development, economic empowerment, and finally the role of life satisfaction in this process. Theoretical foundations of the research Social support and social development of women For women, social support plays a fundamental role in improving their social status, increasing their social participation and individual empowerment. On one hand, women feel more valuable and psychologically secure by receiving emotional and psychological support from their family and society, and are more motivated to be more active in social arenas. On the other hand, social support strengthens women's social network and provides a suitable platform for exchanging experiences, collective learning and effective participation in society (Mehdi et al., 2022). Numerous studies have shown that women who enjoy greater social support experience a higher level of mental health, self-confidence and life satisfaction; and are more successful in dealing with life's challenges and crises. This support also enables women to participate more widely in social, professional and voluntary activities and makes the family institution more dynamic and efficient. As a result, increasing social support for women can be considered one of the most important solutions for sustainable social development and improving the human capital of society (Kiani et al., 2018). Economic empowerment and social development of women Economic empowerment of women not only leads to improving the level of family well-being, but also contributes to sustainable social development. Women who benefit from appropriate economic opportunities are able to play a more active role in managing family resources, raising children, health programs, and education. Also, women's economic independence reduces their vulnerability to poverty, domestic violence and discrimination and increases the resilience of the family in adverse conditions (Eggers del Camp & Steinert, 2022). Based on the findings of social and economic studies, societies that have given importance to women’s economic empowerment have witnessed higher human development indicators, reduced poverty rates, increased food security, improved children’s education, and even increased civic and political participation. These findings show that, beyond individual benefits, investing in women’s economic empowerment has widespread effects on the progress of the family and society, and is considered one of the main pillars of social development and gender equality (Jabeen et al., 2020). The role of life satisfaction in women’s social development As a vital component of psychological well-being, life satisfaction plays a key role in the social development process of women and families. Life satisfaction is influenced by several factors, including economic status, level of social support, quality of family relationships, and individual factors. Women with a high level of life satisfaction have more motivation and energy to actively participate in society, and the quality of their relationships in the family is significantly higher (Waseem et al., 2020). Studies show that meeting women's psychological and social needs, increasing their sense of self-efficacy and worth, and improving their level of well-being and psychological security are all outcomes and achievements of life satisfaction for women. Life satisfaction not only affects women's vitality, hope, and mental health, but also, as a mediating variable, doubles the effect of social support and economic empowerment on women's social development; meaning that even if a woman has more social support and economic empowerment; but overall life satisfaction is low, the positive effects of these factors are less evident (Lombardo et al., 2018). Overall, increasing women's life satisfaction can be the starting point for positive changes in the family and society; because satisfied and happy women can perform much better in their maternal, spousal, professional, and social roles, and create a platform for improving the quality of life of all family members and improving the social capital of their surrounding society (Waseem et al., 2020). Research Method This research is applicable in terms of its purpose, and descriptive-survey in terms of its research implementation method. The statistical population of the research consists of women working in agricultural and horticultural economic cooperatives in the city of Rudbar, from which a sample of 130 people was selected by stratified random method and a research questionnaire was distributed among them. The research data collection tool was a researcher-made questionnaire. In this research, structural equation modeling with the help of partial least squares and PLS software was used to examine the hypothesis testing and model accuracy. PLS is a variance-based approach that requires fewer conditions compared to similar structural equation techniques such as LISREL and EMON, and its main advantage is that it requires fewer samples compared to LISREL modeling. Research findings Modeling in PLS is done in two stages. In the first stage, the measurement model should be examined through reliability and validity analyses, and in the second stage, the structural model is analyzed by estimating the path between variables and determining the model fit indices. According to the results obtained from the path coefficient (indicating the intensity and type of relationship between two latent variables) and the t-statistic, women's economic empowerment has a positive and significant effect on social development. However, the results showed that the significance level of the social support variable at the 95% confidence level is greater than 0.05, but given that this value is close to 0.05, it can be said that social support for women is effective at the 90% confidence level on social development. The results of the study further showed that life satisfaction has a mediating role in the relationship between social support for women and social development, as well as women's economic empowerment and social development. Discussion and Conclusion The findings of the present study clearly indicate the importance of women's economic empowerment in promoting the social development of the family. Based on data analysis, the path coefficient obtained was positive and significant, and the t-statistic also confirmed this significance. This means that any increase in the level of women's economic empowerment directly affects the social aspects of family life. These results are in line with the studies of Waseem et al. (2020), Rezaei et al. (2021), and Mikaeili et al. (2021). Women's economic empowerment increases women's financial independence, power of choice, and role-playing in the family and society. This issue has also been repeated in the research literature; according to the theory of social development, whenever women can actively participate in economic processes, the results will be an improvement in the family's welfare; an increase in the level of social interactions; an improvement in the education of children; and even a reduction in social harms. In the local community of Rudbar, where a major part of women's economic activity is devoted to household chores, gardening, and agriculture; strengthening this sector can lead to an improvement in the living standards of the entire family. Women who have the necessary economic support and facilities are far more empowered and play their role in decision-making and social interactions with greater self-confidence. The research findings showed that the effect of women's social support on family social development, although far from the significance threshold at the 95% confidence level, is significant at the 90% level. This indicates that social support still plays a key role, but the intensity of this role may not be as strong as economic empowerment. Social support - whether provided by family, friends, social institutions, cooperatives, and even government agencies - can boost women's morale and support them in dealing with difficulties and challenges. Social support provides a network of interactions and connections that women can rely on in different situations. However, the intensity of this support impact will be limited and is not sufficient and effective in practical and economic terms if its remains solely emotional and spiritual. One of the most important findings of the research was the revealing of the mediating role of life satisfaction in the relationships between the variables. Life satisfaction is a comprehensive concept that strengthens women's feelings of happiness, psychological peace, and hope for the future. The results showed that when women simultaneously enjoy social support and play an active role in the economic arena, their level of life satisfaction increases, and this satisfaction is an important factor in improving the level of family social interactions and promoting social development. The mediating effect of life satisfaction means that efforts for economic empowerment and social support have an effective and durable impact on family social development when women feel satisfied and calm in general with life. This shows that development approaches should be comprehensive and not focus solely on one economic or social aspect.  

Abstract The purpose of this research is to provide a new business model to help entrepreneurs in developing new businesses and e-commerce startups.
The research method is applied in terms of its purpose, developmental in terms of its direction and quantitative in terms of its nature. the statistical population of the research consists of 25 experts in the field of entrepreneurship and          e-commerce.
The development of model has been done based on Osterwalder and Pigneurs’ basic business model (2010) and limitations identified in it. in development of model the dimensions and indicators related to each dimension collected by the review of theoretical literature. in the following, in order to calculate the Content Validity Ratio based on the experts' opinions, 12 dimensions and 83 components confirmed and finalized among initially introduced dimensions and components. the final dimensions of business model in current research involve business goals, strategy, key competitors, key partners, channels, customers, customer relationship, value proposition, key competencies, key platform, pricing and revenue stream and cost structure and risk. based on the results of quantitative calculations, the most important dimensions from view of experts are business goals with score 0.87, content marketing strategy with score 0.7 and suppliers related to target customers with score 0.61. Finding of research display that business model presented in current research, in addition to improving Osterwalder and Pigneurs’ business model (2010), has led to better understanding of business model elements among entrepreneurs. Further more it creates convergence and common understanding of business concepts between entrepreneurs and investors, which improves investment negotiations. through this business model, entrepreneurs focus on value proposition in addition to the technical details. Extended Abstract Introduction Today's world is changing. Rapid digitalization has brought new opportunities and threats, and has facilitated access to new markets while breaking traditional barriers (Ibarra, 2018). Mobile-based technologies, along with new ways of storing and retrieving information and distributing and selling them, have provided the field of activity for emerging businesses that are referred to as startups (Rohn et al., 2021, Ghaderi et al., 2018). The development process of e-commerce has also accelerated in recent years (UNCTAD, 2021). Therefore, upon observing such a growing situation, entrepreneurs are eager to implement their business idea faster. Usually, the idea of startups is preferred over the business model due to its rarity and exception, however, the real understanding and possibility of realizing business opportunities is done through the business model (Slávik, 2019). In foreign research, the Business Model Canvas related to Osterwalder & Pigneur (2010) has been used in various fields; and by adding new dimensions to it, a new business model has been presented (Sabri, 2023; Dobrowolski et al., 2022). However, in domestic researches, the use of this framework is mostly based on the same standard 9-component model, and rarely changes have been made in its content and number of components (Mohammadian, 2021; Sadeghi et al, 2018). The need of entrepreneurs to create a framework to explain the business idea and opportunity in order to attract capital in the field of e-commerce startups has made it necessary to use the canvas of the business model in a redesigned, innovative and adapted manner in the mentioned field, which has been less noticed by researchers; therefore, the aim of the current research is to provide a business model to strengthen perception, improve communication information structure and value-oriented view of entrepreneurs, which can help in the development of e-commerce startups; Thus, according to the descriptions made, the main question of the research is stated as follows: What is the appropriate business model that entrepreneurs can use to create businesses based on e-commerce startups and what dimensions and components does it include? Theoretical Framework A startup is a small company or organization that aims to become a repeatable, scalable and profitable business model based on an innovative idea (Charekhah et al., 2013). From the point of view of Cuc (2019), since business models are in a permanent change, they cannot be defined completely. But from the perspective of Osterwalder and Pigneur (2010) "the business model describes what a company offers to its customers and how to achieve them, how does it communicate with customers, through what sources of activities and partnerships does it reach these goals, and finally how does it earn money." The business model presented by them is known as the Business Model Canvas, which is a strategic and powerful managerial and entrepreneurial tool. In addition to the popularity and benefits of this business model, a number of researchers have raised some limitations regarding it, which include: Not paying attention to business goals, vision and strategy; not paying attention to the category of competition and risk in businesses; the effect of changing the environment and technology on the business model; and the numerous divisions done in the context of the business model. (Coes, 2014; Widmer, 2016; Rodrigues & Lopes, 2018); therefore, in this research, an attempt is made to add new dimensions to the previous model and design, and present a new business model in the field of e-commerce, according to the local conditions of the country and the limitations mentioned in the context of the standard model. Research methodology The current research aims to provide a business model for e-commerce startup businesses through the development of the business model canvas; therefore, the research is developmental in terms of orientation, applicable in terms of purpose, descriptive in terms of expressing reality, and quantitative in terms of nature. The research philosophy is epistemologically of the positivist type and its color is also quantitative and objective according to the research question. Data collection was done based on a survey of experts using the content validity method. 25 active experts with at least 5 years of work experience in the field of entrepreneurship and e-commerce with a bachelor's degree or higher have been used to conduct the research. The tool used to collect the data needed for the research was a questionnaire. According to the purpose of the research, the components related to each of the dimensions of the proposed business model were extracted and provided to the experts by studying foreign and domestic articles so that they could determine the influential and important components in the dimensions of the theoretical framework of the research on the basis of formal and narrative validity (in two qualitative and quantitative stages). Simplicity, comprehensibility of the questions, appropriateness of the questions with respect to the specified components and dimensions have been evaluated in determining the validity of the content in the qualitative stage. Content Validity Ratio was used in the content validity check in the quantitative stage. The experts were asked to classify each of the questions based on a three-part Likert scale of "necessary", "useful; but not necessary", and "not necessary". Then, the content validity ratio is calculated based on the following formula: CVR=(nₑ-N/2)/(N/2) In this regard, nₑ is the number of experts who answered the "necessary" option, and N is the total number of experts. According to the use of 25 experts in this research, if the calculated value of the desired component is greater than or equal to 0.37, that component is accepted.   Research findings In the design of the business model of the current research, first the business model of Osterwalder and Pigneur was chosen due to its reputation. Then in the second step, based on the limitations of the mentioned model, a new business model was designed for e-commerce startup businesses. In the third step, the components related to each of the dimensions of the research business model were extracted through the study of external and internal research so that the experts could check them using the content validity method. In the fourth step, in order to implement the validity of the content, the experts reviewed the questions of the questionnaire qualitatively and raised the necessary points to ensure the clarity of the questions. Then the points mentioned in the questions of the questionnaire were corrected. In the continuation of the same stage, based on the open question asked about "introduction of other important components", the experts presented the pricing components. These components along with other components of the questionnaire were given to the experts to express their opinion using the content validity ratio method. The experts approved 83 of the 123 presented components. The value of the content validity ratio in these components was calculated to be more than 0.37, and 40 components could not achieve the required coefficient (0.37). Based on the calculated coefficients, the dimension of pricing was added and the dimension of perceived risk was removed from the model due to the fact that the score of its components did not reach the quorum. In the fifth step, the components whose score is more than 0.37 were selected and their related components and dimensions were fixed. These components are listed in Table No. 7 along with the content validity ratio scores. Finally, in the last step, based on the dimensions and components approved by the experts, a suitable business model for e-commerce startup businesses was designed according to Table No. 8, and the obtained components were inserted into the blocks corresponding to each of the dimensions. Conclusion The need of entrepreneurs for a framework to explain their business idea to investors has made it necessary to present a new business model in the field of e-commerce, which has received less attention from foreign and domestic researchers. In the current research, a new business model has been created in the field of e-commerce startups based on the opinions of experts through the identification of dimensions and components related to the business model. In this business model, the limitations of the Osterwalder and Pigneur (2010) business model framework have been considered. Based on the results of calculations related to content validity ratio, 83 components and 12 dimensions were confirmed by experts. These dimensions include business objectives, strategy, key competitors, key partners, channels, customers, customer relationships, value proposition, key competencies, key platform, pricing and revenue streams, cost structure, and risk. These dimensions have been used as blocks for the business model framework of e-commerce startups. 83 selected components have also played a role in conceptualizing the dimensions of the business model framework.  The framework of the business model presented in this research can improve business knowledge and increase the focus on the proposed value created in business by expanding the domain of thinking of entrepreneurs. In addition, it solves many problems in understanding and transferring business concepts between entrepreneurs and investors. Future studies can examine the changes of the business model from the internal point of view of startups and report the benefits and challenges that may exist by testing the business model presented in this research.

Abstract The aim of the current research was identifying the effective dimensions and components on research and development strategies in domestic automobile companies. This study in terms of purpose was applied and in terms of implementation method was qualitative. The research population was the managers and experts of domestic automobile companies, which according to the principle of theoretical saturation number of 20 people of them were selected as a sample with using purposive and snowball sampling methods. The research tool was a semi-structured interview, which its validity was confirmed by the triangulation method and its reliability was calculated by the agreement coefficient method between two coders 0.83. Data were analyzed by thematic analysis method in MAXQDA software. The findings showed that the effective dimensions and components on research and development strategies in domestic automotive companies had 33 sub themes in 7 main themes including business strategy, support policies, investment attraction, knowledge capital, cultural development, research and development implementation network and research and development management. . Finally, the pattern of effective main themes on research and development strategies in domestic automobile companies was drawn. The results of this study have many practical implications for the managers and officials of domestic automobile companies, and they based on the results of the identified main and sub themes in the present study can take an effective step in the direction of research and development. Extended Abstract Introduction Companies must adapt themselves to changing; evolving; unpredictable; and diverse markets, increasing global competition, and changing customer demands. Therefore, for different companies the importance of achieving to the competitive advantage in the mentioned conditions is very important and necessary (Cader et al., 2022). In the current competitive environment, producing and presenting of the products of interest to customers in the market is very important so that companies can compete with foreign and domestic competitors, which this important thing requires the selection and implementation of a suitable and valuable research and production strategy to achieve a competitive advantage (Mohaghar et al., 2021). The automotive company due to the need to obtain and maintain a sustainable competitive advantage in the national and international markets needs to update the knowledge of its employees and align with the ever-increasing changes and developments in science and technology (Imani et al., 2022). The automotive industry in different countries is considered as one of the drivers of industrial development, which has a significant impact on the economic growth of countries. In Iran, this industry has contributed to the growth of other industries, but at the same time, the situation of the automotive industry is not very satisfactory; and high prices, unsatisfactory quality, high dependence on foreign countries, and vulnerability to various sanctions and etc. are among the major problems of this industry (Fartoukzadeh & Tahmasebi, 2020). One of the effective factors in automotive companies is research and development strategies, and research and development is a creative work that is done regularly to increase scientific reserve and technical knowledge and to use this knowledge in the invention and design of new applications. The research and development includes applying and carrying out a series of planned activities with using knowledge obtained from previous research and experience which leads to the production of new materials, new products and tools, and the exploitation of new processes or modification and improvement (Young et al., 2020). The research and development is considered the basic key to growth and technology, and nowadays most new technologies are developed by research and development organizations, and one of the important results in every economic sector is a significant increase in the productivity of production factors (Nga et al., 2022). The research and development is the totality of novel, creative, innovative, systematic and planned activities that are generally aimed at expanding the boundaries of scientific cognition and the treasure of knowledge of human and human society and the application of this knowledge in various fields to improve human life, and in short refers to the direction of innovation and creation of new products, processes, devices, tools, systems, services and methods (Guo et al., 2018). According to the mentioned materials, the purpose of the current research was identifying the effective dimensions and components on research and development strategies in domestic automobile companies. Theoretical Framework The automotive industry of each country is considered one of the indicators of development due to its value and special position in the production network of industry and services. This industry is usually considered as a key industry in every country, and has an important impact on the growth and prosperity of different sectors of society and other industries (Kathmann et al., 2023). The automotive industry as one of the largest, most important and biggest financial value operators in the country is of great importance and is one of the most important foundations of the country's economy (Alimoradi Afshar, 2020). In Iran, the automotive industry has a special place in the country's economy regarded to the deep links to the key sectors of the economy, which is capable of stimulating for economic growth (Aboei Mehrizi et al., 2021). The automotive industry has been one of the largest business ecosystems in the Islamic Republic of Iran and because of its essential role in gross national product and its role in activating its previous and former production chains, it is necessary to conduct research in various aspects of the industry (Jafarnejad Chaghoshi et al., 2019). One of the most important determined factors in the business market of automakers and supplier companies is the technology development of products, services and systems based on joint collaboration (Zeinali et al., 2022). Today, many companies have faced with challenges in the field of enhancing and increasing their competitiveness ability for survival in the business competitive environment. In this condition only companies that take advantage of key capabilities and relative advantages can achieve sustainable success and in the process of creating a competitive advantage the research and development strategies and activities play a very important role (Holtzman, 2011). Strategy is a valuable and privileged position, and a series of privileged coordinated activities that distinguish activities or perform similar activities in a distinctive way (Moore et al., 2023). Today, research and development strategies and activities account for a huge share of the costs of enterprises and companies, and the prominent role of scientific research and development in the economic growth has been emphasized by governments, enterprises and commercial companies and researchers; so that most economists attribute the increase in economic growth in developed countries to the intensity of research and development activities (Barzegar et al., 2018). The research and development strategies include the set of research and development projects needed to achieve the specified goals in the field of technology acquisition within the framework of the company's overall strategy (Jiang et al., 2012). Research Methodology This study was applicable in terms of purpose, and qualitative in terms of implementation method. The research population was the managers and experts of domestic automobile companies, which according to the principle of theoretical saturation; 20 people of them were selected as a sample with using purposeful and snowball sampling methods. In the purposeful sampling method, the samples are selected according to the criteria, the most important of which were included at least 10 years of work experience in the field of research and development in the automotive industry, having knowledge about research and development strategies, willingness to participate in research, and at least a bachelor's degree. Also, in the snowball sampling method, the samples sampled in the purposeful sampling method section were asked to introduce other managers and experts of automobile companies to the researchers, which after reviewing them in terms of inclusion criteria, they were also selected as samples. In addition, according to the principle of theoretical saturation; sampling and conducting research on them continues until the new samples cannot add new content and findings to the previous findings. The research tool was a semi-structured interview, whose validity was confirmed by the triangulation method, and its reliability was calculated 0.83 by the agreement coefficient method between two coders. Data were analyzed by thematic analysis method in MAXQDA software.   Research Findings The findings showed that most of the samples of the present study were male (70 percent), and had an age of 46-50 years (40 percent), a doctorate education (70 percent), and a work experience of 26-30 years (45 percent). Also, the effective dimensions and components on research and development strategies in domestic automotive companies had 33 sub themes in 7 main themes including business strategy, support policies, investment attraction, knowledge capital, cultural development, research and development implementation network, and research and development management. Finally, the pattern of main themes effective on research and development strategies in domestic automobile companies was drawn. Conclusion The results of this study have many practical implications for the managers and officials of domestic automobile companies, and they can, based on the results of the identified main and sub themes in the present study, take an effective step in the direction of research and development. For this purpose, the government, and the parliament at the head of it; by taking into account the importance of the research and development issue, while enacting supporting laws for the implementation processes of research and development, oblige the automobile companies to invest a percentage of their budget in the field of research and development annually. Also, it is suggested that in the automotive industry the important activities related to intellectual and spiritual property should be compiled and presented to the government and parliament for implementation, because respecting intellectual and spiritual property is an important factor in the realization of research and development processes in the automotive industry. The government's support of the industry sector should be done as one of the governance processes; and in this regard, it is suggested that the government, based on criteria, while determining the budget for the research and development of the automobile industry, makes its implementation dependent on the implementation of practical research, and plan its increase in the years ahead. In addition, the necessary plans for the participation of the private sector in the automobile industry should be formulated so that in line with that, the private units can take important steps in accordance with the implementation of the principle of privatization in supporting of the research and development activities. Another important suggestion is to attract investment, which the government should act quickly in this direction to formulate guarantee protocols in investment. Another suggestion is preparation for attracting and employing experts in research and development teams, and academic centers can be an environment for the initial training of these engineers, and the automobile industry should guarantee jobs and job security for people who take initial steps in the field of research and development of automobile industry. The last practical suggestion is to hold internal conferences and seminars to create and develop the culture of research and development and prepare the society to support internal research and development in order to achieve the major goals of research and development of automobile industry.

Abstract Abstract The aim of this study is to present a consumer behavior model of product safety perception (case study of home appliance consumers in Mashhad). The present study is applicable in terms of its purpose, and descriptive of experimental, correlational and survey type in terms of research data collection method. The statistical population of the study includes 384 home appliance consumers, selected by non-probability and available sampling method. A researcher-made questionnaire was used to collect research data. The analysis of the research findings was carried out by SPSS and Lisrel statistical software. With 95% confidence, the model of perception of safety of home appliance users in Mashhad was accepted. The results showed that customer orientation and education, factors related to sellers, instructions and labels, cultural and social factors, advertising and marketing, demographic characteristics, customer knowledge and awareness, and factors related to the product of the consumer have an effect on product safety. Introduction Product safety as a goal in the health of the community is of great social importance (Lin et al, 2019). Governments around the world pay special attention to product safety to improve people's quality of life. For example, in the field of food safety and quality, according to reports from the European Food Safety Authority and the Center for Disease Prevention and Control, about 4783 and 5079 cases occurred in 32 European countries in 2016 and 2017, respectively. For example, in 2017, poisonous eggs entered the market in about 20 European countries such as Germany, Belgium, and the Netherlands. In the field of food safety, cases that occurred in Asian countries have caused consumer anxiety. For example, in 2017 in China, melanin was discovered in powdered milk. Therefore, by assessing the quality and safety of a product, such undesired incidents can be effectively reduced (Han et al, 2019). Also, these safety incidents can hinder social stability and economic development (Lin et al, 2019). We come into contact with a large number of products (e.g., mobile phones, computers, and cars) every day, and our lives and our sense of well-being depend on the functions and features of these products. In developed countries, many products on the market generally have a high level of safety, but still some products cause harm to humans, the environment, or financial assets (Rausand & Bouwer utne, 2009). This lack of safety is due to product complexity, time and cost pressures during product development stem from intense competition in markets, the introduction of new technologies to the market before all their aspects are known, and products designed for specific purposes but used differently by consumers. Product safety is a component of product quality that has received public attention due to the problems that some products have caused to consumers. Product safety in developing countries is a significant concern for industries and governments, especially consumers who cannot easily assess the risks of product safety (Syahlani et al, 2024). Accordingly, home appliance manufacturers should identify the damages that a consumer may face when using that product, and use it to design safer products. Consumers' perceptions will be affected when they feel that a product may pose a risk to them, whether financial or personal. Considering the issues raised, this research attempts to examine the question: what is the consumer behavior model of product safety perception?  Theoretical Framework Product Safety The definition of product safety is the extent to which consumers believe a product is safe. Product safety is also related to consumers' concerns about product safety in the production process. Product safety plays an important role in determining whether a product is safe or unsafe to purchase and use. However, product safety is an important aspect in evaluating product quality. Product safety affects purchase intention. Attitudes towards product safety play a role in shaping consumers' assumptions about the importance of product safety. Product safety is a very important factor in shaping consumer attitudes (Hua & Spier, 2020). Perceived Value According to the theory of perceived value, the process of evaluating a customer's value for what they paid is defined as what they received. Perceived quality and perceived value are the primary factors influencing a consumer's willingness to pay. Perceived value is the quality that a person receives for the price paid, so that if a consumer views the price of a product as money lost, he or she becomes more sensitive to value (Abedin et al, 2020). Widyaningtyas et al, (2022) investigated the relationship between perceived safety and consumer intention and determined the effect of perceived risk as a mediating factor on consumers' intention to purchase herbal products. The results showed that health awareness and attitude are essential determinants of this phenomenon. The results also showed that perceived risk does not have a moderating effect on perceived safety and purchase intention. Considering the safety issues in the use of herbal products, providing practical information to consumers encourages more consumers to purchase herbal products. Dai et al, (2022) investigated the identification of factors affecting consumers' attitudes towards food safety using a multinomial logistic regression model. The results showed that safety has the greatest impact on consumers' purchasing decisions. However, other factors affecting the purchase of seafood, such as freshness, nutritional value, attention to the elderly and children, price, convenience of consumption and purchase were also considered by consumers. The region and the effect of monthly family income were not significant, indicating that consumer behavior is more related to personal characteristics and perceptions.  Research Methodology The present study is applicable in terms of its purpose, and descriptive of experimental, correlational and survey type in terms of research data collection method. The statistical population of the study includes 384 home appliance consumers, selected by non-probability and available sampling method. A researcher-made questionnaire was used to collect research data.  Research Findings The analysis of the research findings was carried out by SPSS and Lisrel statistical software. With 95% confidence, the model of perception of safety of home appliance users in Mashhad was accepted. The results showed that customer orientation and education, factors related to sellers, instructions and labels, cultural and social factors, advertising and marketing, demographic characteristics, customer knowledge and awareness, and factors related to the product of the consumer have an effect on product safety.  Conclusion The present study was conducted with the aim of presenting a consumer behavior model of product safety perception (case study of home appliance consumers in Mashhad). The results of this study are consistent with the results of Widyaningtyas et al, (2022), Davoglio Zanetta et al, (2022), Dai et al, (2022), Dawid & Muehlheusser (2022), Lee & Yon (2020), Zhang & Hou (2018), and Cai & Seligsohn (2019). Davoglio Zanetta, et al, (2022) showed that at the level of education, income had a positive effect on consumers' perceptions of product safety. The category of cognitive aspects constitutes the majority of the identified drivers. Both concern about product safety and perception of risk have the greatest impact on consumers' perceptions of product safety. Finally, the place of consumption and place of purchase in the category of other factors affect perceptions and beliefs about product safety. According to the results of the study, the following suggestions were made: - Home appliance manufacturers should pay attention to consumers' safety needs in designing home appliances and use advanced safety features such as automatic shutdown sensors or materials resistant to heat and electric shock. - Production and distribution of products tailored to the needs of different consumer groups (e.g. families with small children). - Providing comprehensive safety information on the product, such as international certificates and instructions for use - Pricing based on consumer perceptions of safety helps improve product trust - Providing clear explanations about the price difference of safer and more standardized products compared to conventional options - Safer products should be offered at competitive prices commensurate with their safety benefits

Abstract Abstract The aim of the present study is to investigate the effect of design thinking and technological designs in supporting entrepreneurial ecosystems. The research method is applicable in terms of its purpose, quantitative in terms of implementation method, and descriptive-correlational in terms of nature and method. The statistical population of the study included 150 managers and entrepreneurs of knowledge-based companies in Isfahan, of whom 93 were randomly selected through the Cochran formula. A researcher-made questionnaire based on a 5-point Likert scale was used to collect research data. The content validity of the tool was confirmed by specialists and experts, and Cronbach's alpha and composite reliability were used to measure the reliability of the tool. By distributing the questionnaire, the validity of the tool was measured with three methods: construct validity (external model), convergent validity (AVE), and divergent validity. The AVE value for all variables must be greater than 0.5. SPSS and PLS software were used to analyze the data. The research findings show that all research hypotheses have been confirmed. Accordingly, the integration of design thinking and technological design has a significant impact on supporting entrepreneurial ecosystems. These findings emphasize the importance of these two approaches in creating and developing entrepreneurial ecosystems. Introduction “Design thinking” has been used by many universities in entrepreneurial ecosystems. Despite the differences between entrepreneurship and design thinking as two separate disciplines, their combination in entrepreneurial ecosystems is promising (O’Shea et al., 2021). Design thinking is a problem-solving approach that primarily deals with understanding the needs of people and creating innovative solutions to meet these needs. It is considered a driver of innovation and change with the aim of solving problems and meeting human needs. Many developments in the business environment, especially high levels of uncertainty, have prompted the need to deviate from traditional ecosystems and implement design thinking in entrepreneurial courses (Sarooghi et al., 2019). Entrepreneurial ecosystems refer to a network of businesses, organizations, institutions, and individuals connected to each other and exchange ideas, resources, and knowledge. These ecosystems provide a suitable platform for the development of innovation and the formation of startups. In this space, the use of approaches such as design thinking and technological design can help accelerate the process of growth and innovation, and enable entrepreneurs to create sustainable solutions based on the real needs of society and markets (Molina & Valbuena, 2019). On the other hand, technological designs, which use advanced tools and new technologies to develop products and services, help accelerate the innovation process and improve performance in digital and technical environments. Combining these two approaches can significantly improve entrepreneurial and innovation processes (Zahra et al., 2023). In fact, this combination can pave the way for designing products that, in addition to efficiency and productivity, also carefully consider human needs and user experiences. In other words, design thinking and technological designs can simultaneously support entrepreneurial ecosystems because they not only solve more complex problems that arise in innovation processes, but also help create technological solutions based on data and advanced technologies (Aransyah et al., 2023). This raises the question: how can design thinking and technological designs support entrepreneurial ecosystems. Theoretical Framework Entrepreneurial ecosystems are a set of entrepreneurial actors, organizations, institutions, and processes that come together and interact to create the conditions in which new businesses are created and grow. They include elements such as access to finance, talent, mentoring, and institutional conditions such as an entrepreneurial culture and entrepreneurial networks and leadership (Koriwan & Applianti, 2023). Technological Design Technological design refers to the process of creating order out of chaos and making technology usable for business purposes. It involves guiding transformation processes through automation, digitalization, and technical advancement to enable the development of innovative products and services in the digital age (Lehoux et al., 2014). Design Thinking Design thinking is a tool that manufacturers can use to develop solutions to consumer problems (Whitehead et al., 2019). Research Background Farokhmanesh et al. (2024) investigated the effect of design thinking on corporate performance through the mediation of business model innovation. According to the conceptual model presented in this study, 7 hypotheses were confirmed. These findings showed that human-centeredness, learning from failure, discovering customer needs, idea generation, experimenting with ideas, business model innovation, and design thinking have an effect on business performance. The results show that the conceptual model presented can well explain the phenomenon under study and has appropriate accuracy and validity. This study focuses on examining the effect of multiple factors, including human-centeredness, deductive reasoning, learning from failure, discovering customer needs, idea generation, experimenting with ideas, business model innovation, and design thinking, on business performance. The results of this study show that these factors have a positive effect on business performance by improving management processes and strategies, improving innovation processes, and increasing organizational capabilities. Therefore, companies can use these findings to develop new strategies and approaches to improve performance, increase competitiveness, and achieve more sustainable growth in today's dynamic and complex markets. At the end of this study, some suggestions are also made. Shiralian et al., (2024) presented a study titled "The Innovation Equation: Understanding the Relationship between Team Cohesion, Motivation, and Design Thinking Mindset in Enhancing Employees' Innovative Performance". While there was no direct correlation between employee motivation and innovative performance, a significant positive relationship was identified between team cohesion and innovative performance, with design thinking mindset effectively mediating these relationships. Therefore, design thinking mindset was considered as an important factor in increasing innovative performance. This study emphasizes the importance of cultivating a design thinking mindset, in combination with team cohesion and employee motivation, to increase innovative performance in organizations. These insights are critical for organizations seeking to foster a sustainable culture of innovation. Research Methodology 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 research includes managers and entrepreneurs of knowledge-based companies in Isfahan, numbering 150 people, of whom 93 were selected as a sample by random method through the Cochran formula. A researcher-made questionnaire based on a 5-point Likert scale was used to collect research data. The content validity of the tool was confirmed by specialists and experts, and Cronbach's alpha and composite reliability were used to measure the reliability of the tool. By distributing the questionnaire, the validity of the tool was measured with three methods: construct validity (external model), convergent validity (AVE), and divergent validity. The AVE value for all variables must be greater than 0.5. Research findings SPSS and PLS software were used to analyze the data. The research findings show that all research hypotheses have been confirmed. Accordingly, the integration of design thinking and technological design has a significant impact on supporting entrepreneurial ecosystems. These findings emphasize the importance of these two approaches in creating and developing entrepreneurial ecosystems. Conclusion The present study aimed to investigate the impact of design thinking and technological designs in supporting entrepreneurial ecosystems. The results of this study are consistent with the results of Farokhmanesh et al. (2024), Shiralian et al. (2024), Karami & Zakipour (2023), Abolhasani et al. (2021), Lynch et al. (2021), O’Shea et al. (2021), and Mansoori & Lackéus (2020). Farokhmanesh et al. (2024) showed that human-centeredness, learning from failure, discovering customer's needs, ideation, testing ideas, business model innovation, and design thinking have an impact on business performance. It also shows that these factors have a positive impact on business performance by improving management processes and strategies, improving innovation processes, and increasing organizational capabilities. Therefore, companies can use these findings to provide new strategies and approaches to improve performance, increase competitiveness, and achieve more sustainable growth in modern dynamic and complex markets. According to the results of this research, the following suggestion is made: It is recommended to make greater use of design thinking and technological design, holding practical workshops, and developing digital tools to more easily implement design thinking and technological design in startups.

Abstract Purpose - This study examines the impact of supply chain capabilities and knowledge management capabilities on the business performance of chain stores with a mediating role of competitive advantage. This study provides the better understanding about key constructs such as supply chain capabilities and knowledge management capabilities that influence Mashhad chain stores business performance.

Design/methodology/approach - This research is applied in terms of purpose, descriptive in nature and method, and survey-causal. Causal research design is used to identify cause-and-effect relationship among the constructs. The authors derive measures of the model from existing literature and expert opinion. Questionnaire method is used to gathering data. The statistical population of the study were managers and employees of finance, marketing, research and development, distribution and information technology, as well as suppliers of different branches of first-level chain stores in Mashhad, Iran, including Shahrema, Refah, Ofogh Kourosh, Hypermi, Bama and Etka. The author develops a conceptual model for the business performance of chain stores. This study uses a quantitative approach to test the proposed hypotheses, using Structural Equation Modeling (SEM) and SPSS and AMOS software.

Findings - Results show that supply chain capabilities significantly influence competitive advantage and business performance, and knowledge management capabilities significantly influence competitive advantage and business performance. Also, competitive advantage mediating the impact of supply chain capabilities and knowledge management capabilities on the business performance.

Originality/value – Almost, no study has examined supply chain capabilities and knowledge management capabilities constructs related to competitive advantage and business performance of Mashhad chain stores. The findings of this study imply several practical directions for them.