Journal of value creating in Business Management

Abstract Abstract The purpose of this research is to design a model for the alignment of petroleum refinery projects with the country's industrial strategies in the Ministry of Oil. The research method is applicable in terms of purpose, qualitative in terms of data collection, and data-based type. The statistical population of the research includes 20 experts and senior managers of the Ministry of Petroleum and Petrorefineries in Tehran, selected by theoretical sampling. To collect and analyze the data, the data-based theory research strategy was used. The data collection tool is a semi-structured interview. Data analysis and model design were done through coding. The findings of the research showed that the alignment of the refinery projects with the country's industrial strategies in the Ministry of Oil, the enablers of the alignment include the maturity of communication and managerial factors and the exercise of authority, strategic technology planning and organizational architecture aligned with technology, partnership factors, human resources (innovation, entrepreneurship, expertise, knowledge), and the distinctive competence factors that lead to the realization of optimization results and reduction of capital and current costs and synergy in both sides of petro-refining and industry. Managers and experts can help to optimize this industry and reduce costs by using the model of aligning petroleum refinery projects with industrial strategies. Based on the results, it is suggested to the planners of the oil industry to try to increase the alignment of the refinery projects with the industrial strategies of the country in order to develop the refineries. Introduction Strategic alignment or, in other words, strategic fit, is an important and vital concept in how organizations can transform the use of IT in the organization into real improvements in performance. The concept of strategic alignment originates from a set of experimental and conceptual measures in organizational texts, the main purpose of which is organizational performance and thus the fit between factors such as strategy, structure, technology, culture and environment (Primasari, 2022). In today's turbulent business environment, the success of organizations depends on the orientation of all parts of the organization in line with its strategic direction. In such an environment, organizations have no choice but to use technology as a strategic resource in order to achieve their strategic goals, and this is where the concept of alignment of technology and development strategies (strategic alignment) becomes meaningful (McAdam et al, 2017, Visscher et al, 2021). Strategic alignment refers to the use of technology in an appropriate and timely manner; and in balance with strategies, goals, and development needs. The research conducted in the field of strategic alignment shows the existence of a positive and effective relationship between competitive strategies, technology, and organizational performance; and managers who have succeeded in aligning these strategies in their organizations emphasize that creating integration is essential for the survival and success of organizations. (Primasari, 2022). The importance of formulating a development strategy is to obtain a sustainable technological competitive advantage so that to keep the industry in the competitive boundaries. Therefore, it is necessary to have a proper vision of the distinctive technologies of the industry, the products and services that the organization and industry can provide, and the position that the organization or industry intends to be in in the future. The main issue of the present research is: what is the model of alignment of petrochemical projects with the country's industrial strategies in the Ministry of Oil?  Theoretical Framework Project alignment with strategy Strategic alignment or, in other words, strategic fit, is an important and vital concept in how organizations can transform the use of IT in the organization into real improvements in performance. The concept of strategic alignment originates from a set of experimental and conceptual measures in organizational texts, the main purpose of which is organizational performance and thus the fit between factors such as strategy, structure, technology, culture and environment (Sadigov, 2022). Strategic alignment has been defined as the extent to which IS strategy supports business strategies and is supported by them (Abdulwase et al, 2020). Ghatak & Garg (2022) in a research investigated the power transfer project: a framework for aligning the success of the project with the organization's purpose. The result shows that project success has a positive direct relationship with strategy, risk, information technology, and stakeholders. Risk as a mediating variable with contract, information technology, and stakeholders, has a direct relationship with strategy; therefore, the contract has a significant indirect relationship with the success of the project. The proposed framework supports the alignment of project success with organizational goals through critical success factors. Primasari (2022) investigated strategy formulation to achieve alignment between information technology and business in game companies. The research generated several specific recommendations for gaming companies in the areas of business strategy, IT strategy, organizational infrastructure/process, and IS/IT infrastructure/process. Key strategies derived from this research are strengthening product advertising and marketing and expanding networks with potential consumers, other game manufacturers, and governments. Research methodology The research method is applicable in terms of purpose, qualitative in terms of data collection, and data-based type. The statistical population of the research includes 20 experts and senior managers of the Ministry of Petroleum and Petrorefineries in Tehran, selected by theoretical sampling. To collect and analyze the data, the data-based theory research strategy was used. The data collection tool is a semi-structured interview. Research findings Data analysis and model design were done through coding. The findings of the research showed that the alignment of the refinery projects with the country's industrial strategies in the Ministry of Oil, the enablers of the alignment include the maturity of communication and managerial factors and the exercise of authority, strategic technology planning and organizational architecture aligned with technology, partnership factors, human resources (innovation, entrepreneurship, expertise, knowledge), and the distinctive competence factors that lead to the realization of optimization results and reduction of capital and current costs and synergy in both sides of petro-refining and industry. Managers and experts can help to optimize this industry and reduce costs by using the model of aligning petroleum refinery projects with industrial strategies. Based on the results, it is suggested to the planners of the oil industry to try to increase the alignment of the refinery projects with the industrial strategies of the country in order to develop the refineries.  Conclusion The current research was carried out with the aim of designing a model for the alignment of petroleum refinery projects with the country's industrial strategies in the Ministry of Petroleum. The results of this research correspond with the results of Malik Ghasemi (2021), Dos Santos et al, (2021), Nosrati (2021), Mirzaei (2020), Ghatak & Garg (2022), Primasari (2022), Dos Santos et al, (2021), Bentley-Goode et al, (2019), Al-Adaileh (2017), Sniukas et al, (2016), and Canhoto et al, (2021). Ghatak & Garg (2020) in a research investigated the power transfer project: a framework for aligning the success of the project with the organization's purpose. The result shows that project success has a positive direct relationship with strategy, risk, information technology, and stakeholders. Risk as a mediating variable with contract, information technology, and stakeholders, has a direct relationship with strategy; therefore, the contract has a significant indirect relationship with the success of the project. The proposed framework supports the alignment of project success with organizational goals through critical success factors. According to the results of the research, the following suggestions are presented: - It is suggested that organizations use new technologies, especially information and communication technology, to create more value; because Fava-centering of the processes of an organization can play a significant role in improving processes and creating more value. This Fava orientation should be done based on a certain procedure and a certain framework so that all its advantages can be detected. - Information technology governance provides an implementation framework for transformation and change from traditional processes to Fava-oriented processes, which is suggested to be improved in order to reach this framework, which measures the maturity of communication in organizations.

Abstract Abstract The aim of the current research is to present a model for the implementation of new fintechs in the banking industry (peer-to-peer lending). The research method is applicable in terms of purpose, mixed (qualitative-quantitative) in terms of implementation, and survey in terms of nature and method. The statistical population of the research was the managers, supervisors and employees of the financial and technological fields of banks, experts and specialists in the fintech field in the country; and according to the principles and rules of the unlimited population, 384 people were selected as a sample. Data collection was done by semi-structured interviews in the qualitative part, and by the researcher-made questionnaire in the quantitative part. Coding and MAXQDA software were used in qualitative part data analysis, and SPSS and AMOS software were used in quantitative part. The results of the qualitative data analysis of the research were categorized as follows: In this regard, the extracted categories were categorized as follows: Causal conditions: organizational learning, system attitude, and information technology. Key conditions: communication capital, human capital, and structural capital. Governing platform: partner banks, external theorists, government, and environmental conditions. Intervening conditions: obstacles and challenges including organizational factors, community conditions, individual factors, and lack of education and research. Strategies: policy making, strategic plan, and employee satisfaction and loyalty. Consequence: knowledge-based policy making, knowledge management, innovation, creativity and idea, and knowledge-based organization. The results of the quantitative part showed that the fit indices of the model indicate the confirmation of the model at the confidence level of 99%. Extended Abstract                                           Introduction Among the advantages of strategic cooperation between the banking system and fintech is efficiency in terms of speed, cost, and reaching new customers. The issues and problems of traditional banks include complex structures, high level of formality, increase in operational cost, providing banking services with more cost and time, lack of innovation in service, and failure to meet customer expectations (Soltanee & Tahmasebi Aghbolaghi, 2020). All these factors have led to the decrease in the popularity of the banking system; But on the other side of the field, the increase of people who, for various reasons, cannot use traditional banking services or do not want to use them, has led to the development of fintechs. This trend has confirmed the decreasing popularity of banks, and according to statistics, the average use of fintech globally has reached 33% (Hill, 2018). Peer-to-peer lending in modern banking is a co-product of important business, technological and social processes. One item that has helped to create peer-to-peer lending is the presence of a new generation of freedom advocates. "Technological changes, globalization, and other international processes have reduced the number, size and role of commercial intermediaries in many industrial sectors. These changes have also led to the emergence of peer-to-peer lending. Individuals can become members as lenders by registering on the peer-to-peer lenders website." (Sarhangi et al, 2016). Borrowers also enjoy the benefits of lower costs compared to bank or credit union loans. Fintechs can provide new products and services for peer-to-peer banking customer groups that do not have access to traditional financial services. These conditions are possible through the following ways: improving financial participation, providing simple products with low cost and helping people who do not have easy access to banking services, and improving the customer experience, increasing transparency and improving security, and accommodating retail customers and small and moderate companies to fraudity and cyber-attacks (Wonglimpiyarat, 2017). Due to the importance of this issue, this research seeks to present and propose a suitable model for the implementation of new fintechs in the banking and peer-to-peer lending industry. In this research, we are looking for an answer to this question: what is the implementation model of new fintechs in the banking industry (peer-to-peer lending)? Theoretical Framework fintech The term fintech means financial technology. Fintech refers to companies and representatives of companies that have combined financial services with modern innovative technology. Usually, new participants in the market offer Internet products and application-based products (Anil & Alistair, 2019). Fintech or financial technology is a set of businesses that use software and hardware to provide innovative financial services. The National Center for Digital Research in Dublin, Ireland defines fintech as innovation in financial services (Owzaei & Sohrabi, 2017). Sadraee et al, (2024) examines the presentation of the fintech market development model with an emphasis on existing challenges and strategies. The results of the research showed that the challenges of fintech market development include insufficient infrastructure, regulatory and legislative barriers, difficulty working with public/general customers, mistrust of technology and fintech, low income levels and product pricing challenges, and cultural barriers. Also, fintech market development strategies include community participation in the marketing process, use of social networks, smart and optimal advertising, useful and valuable content production, branding, adaptation of communication strategies to the nature of the fintech market, geographic and cultural segmentation of the market, as well as customer education. Khaled Mohammad et al, (2023) investigated the determinants of fintech adoption: evidence from a representative sample of emerging economies across the country. They identified important characteristics that predict customer fintech adoption among individual respondents. They found that customers were less likely to adopt fintech services if they reported higher levels of concern about security, information privacy, limited government control, and higher levels of perceived service barriers. Evidence showed that these concern factors, for example, are the main determinants of fintech adoption, unlike demographic variables. Our findings have insights for fintech service providers and policy makers.   Research methodology The research method is applicable in terms of purpose, mixed (qualitative-quantitative) in terms of implementation, and survey in terms of nature and method. The statistical population of the research was the managers, supervisors and employees of the financial and technological fields of banks, experts and specialists in the fintech field in the country; and according to the principles and rules of the unlimited population, 384 people were selected as a sample. Data collection was done by semi-structured interviews in the qualitative part, and by the researcher-made questionnaire in the quantitative part.   Research findings Coding and MAXQDA software were used in qualitative part data analysis, and SPSS and AMOS software were used in quantitative part. The results of the qualitative data analysis of the research were categorized as follows: In this regard, the extracted categories were categorized as follows: Causal conditions: organizational learning, system attitude, and information technology. Key conditions: communication capital, human capital, and structural capital. Governing platform: partner banks, external theorists, government, and environmental conditions. Intervening conditions: obstacles and challenges including organizational factors, community conditions, individual factors, and lack of education and research. Strategies: policy making, strategic plan, and employee satisfaction and loyalty. Consequence: knowledge-based policy making, knowledge management, innovation, creativity and idea, and knowledge-based organization. The results of the quantitative part showed that the fit indices of the model indicate the confirmation of the model at the confidence level of 99%. Conclusion The present study was conducted with the aim of providing a model for the implementation of new fintechs in the banking industry (peer-to-peer lending). The results of this research is aligned with the results of Sadraee et al, (2024), Khaled Mohammad et al, (2023), Khosravani & Bahman (2023), Khazaei et al, (2022), Barrio Oton (2021), Kou et al, (2021), Pazhoheshfar & Biabani (2021), Hammerschlag et al, (2020), Nurjanah et al, (2020), Martinčević et al, (2020), and Zhonging et al, (2019). Zhonging et al, (2019) in a research entitled factors affecting the acceptance of fintech services for bank users and presenting a technology acceptance model, while studying the effect of fintech acceptance on bank service users, presented an innovative technology acceptance model. Also, the results of this research show that the respondents pointed to the popularity and acceptability of the Internet and smart tools among users, perceived ease, usefulness, and government support for innovation as positive and facilitating factors; and the risk of privacy as effective barriers to the use of fintech services by banks. According to the results of this research, the following suggestions are presented: 1-Banking industries should take serious action to improve the implementation of fintechs by strengthening the dimensions of organizational learning which include: individual learning, group level learning, and organizational level learning. 2-a different attitude than the normal one should be used in the organization in order for a better order to prevail and to increase the overall efficiency and performance of it. The attitude required for use in the organization is the system attitude that connects all the elements in the organization to each other and does not examine any element alone because the organization is a system consisting of different elements. Based on the results of this research, it can be said that having a systemic attitude is one of the important factors of using fintechs.

Abstract Abstract
The purpose of this research is the role of different emotional states of customers on the preference of choosing (type) of food. The current research is applicable in terms of purpose, and mixed (qualitative-quantitative) in terms of execution. The statistical population of the research in the qualitative part includes 26 people from the food consumers of restaurants and food courts in shopping centers of Tehran (Arg, Kurosh, Palladium, Sana, Iran Mall, etc.), and sampling was done in the targeted manner; and the quantitative part includes 448 persons who, like the qualitative part, were selected randomly available from the consumers of food. The research collection tool is a semi-structured interview and a questionnaire taken from the qualitative section. Data-based theory and MAXQDA software were used for data analysis, and multivariate analysis and structural equations were used in the quantity part. The results showed that there are two components in the experienced excitement: positive emotion, and negative emotion; and for background factors, three components of culture, health knowledge, and previous experience; and five components for food selection conditions in positive emotional conditions; and five components for negative emotional conditions have been identified. The results have shown that people go to different foods in different experienced emotions (positive and negative), and different characteristics of food (texture, color, temperature, aroma, taste) played an important role in their choice in both positive and negative emotions. On the other hand, background factors also affect the conditions of food selection and people have chosen food based on texture, color, temperature, aroma and taste in negative or positive emotional conditions.
Extended Abstract                                          
Introduction
One of the important features of emotions for both researchers and providers of goods and services is that they are said to be triggered by events that occur in the environment and depend on social and interpersonal dynamics (Tombs & Tuzovic, 2013). Food preference is the study of those factors that influence choice. Taste preferences that influence food choices vary among individuals depending on many factors such as culture, learning experiences, and genetics. The first level of information that determines whether to consume or avoid a food is conveyed through sensory stimuli. Sight, smell, and taste, as well as the perception of temperature or texture, provide this basic information. Next, post-digestive effects such as satiety and memory affect appetite and taste preferences (Bouchard & Ordovas, 2012). Regarding the amount of food eaten, previous studies have shown that people consume more food when experiencing positive and negative emotions compared to when they are not experiencing any emotional fluctuations. Specifically, obese individuals often show greater food intake when experiencing negative emotions. Some researchers have found that negative emotions lead to overeating, while others have reported the opposite trend. As a result, the amount of food received is more or less influenced by negative emotions. The effect of emotions on the type of food eaten has also been documented (Chao et al, 2015). Therefore, the main question of the research is: What is the role of different emotional states of customers on the preference of choosing (type) of food?
Theoretical Framework
The excitement of food
Different types of emotions, such as negative and positive emotions in previous researches, along with emotions triggered by certain food items, as well as previously experienced emotions that create specific results in consumers, such as customer satisfaction and product choice, have been investigated. Accordingly, eating is thought to be a response mechanism, particularly to negative and positive emotions. Excessive and unhealthy food consumption behavior is one of the main drivers for the growing epidemic of obesity and overweight worldwide, which makes it a serious health threat worldwide (WHO, 2020).
The importance of excitement in choosing food
As a reaction to the cognitive evaluation of environmental stimuli, emotion is an integral part of human behavior and performance (Adolphs et al, 2019). Emotions affect human behavior in different ways and can affect food consumption and food-eating decisions regarding the amount and time of certain foods (Ha & Lim, 2023).
The role of positive emotion in food choice
 Although research often highlights the link between negative emotions and eating, positive emotions have also been found to influence food consumption. For example, Evers et al, (2013) suggest that positive emotions play an important role in food consumption as much as negative emotions. Using a study, they found that specifically in everyday life, more snacking appeared when experiencing positive emotions, leading to higher caloric intake as a response to positive emotional arousal.
The role of negative emotion in food choice
Negative emotions have an effect on food choices. People turn to different foods when dealing with different emotions. Increased food consumption in emotional and psychological conditions such as stress may have a negative effect on health. An unbalanced diet may promote many chronic diseases such as obesity, diabetes, high cholesterol, high blood pressure, heart disease, and stroke (Konttinen, 2020).
Ogundijo et al, (2022) investigated factors affecting food choices and consumer purchasing habits in an English university setting. They showed that the choice of food has a lot of complexity. Food selection factors vary depending on life stage, and the strength of a factor varies from one individual or group of individuals to another. In this case, background factors affect the decision of choosing food. Depending on changes in lifestyle, food choices are becoming more complex, and consumers are faced with making informed decisions based on more diverse factors. Among the background factors influencing the choice of food based on the findings of this research in different emotions are culture, previous experience of food consumption, and health knowledge of food consumption.
Crina Petrescu et al, (2020) showed in their study that customers mostly use freshness, taste and appearance of food to evaluate food quality. These researchers showed that the health of food also includes ingredients, information on nutrients and information related to additives, and environmental effects in terms of packaging, authenticity of food, and production method.
Research methodology
The current research is applicable in terms of purpose, and mixed (qualitative-quantitative) in terms of execution. The statistical population of the research in the qualitative part includes 26 people from the food consumers of restaurants and food courts in shopping centers of Tehran (Arg, Kurosh, Palladium, Sana, Iran Mall, etc.), and sampling was done in the targeted manner; and the quantitative part includes 448 persons who, like the qualitative part, were selected randomly available from the consumers of food. The research collection tool is a semi-structured interview and a questionnaire taken from the qualitative section
Research findings
Data-based theory and MAXQDA software were used for data analysis, and multivariate analysis and structural equations were used in the quantity part. The results showed that there are two components in the experienced excitement: positive emotion, and negative emotion; and for background factors, three components of culture, health knowledge, and previous experience; and five components for food selection conditions in positive emotional conditions; and five components for negative emotional conditions have been identified. The results have shown that people go to different foods in different experienced emotions (positive and negative), and different characteristics of food (texture, color, temperature, aroma, taste) played an important role in their choice in both positive and negative emotions. On the other hand, background factors also affect the conditions of food selection and people have chosen food based on texture, color, temperature, aroma and taste in negative or positive emotional conditions.
Conclusion
The current research was conducted with the aim of the role of different emotional states of customers on the preference of choosing (type) of food. The results of this research are in agreement with the results of Ebrahimi et al, (2023), Ogundijo et al, (2022), Olegario et al, (2021), Mohammadi et al, (2022), Ebrahimi et al, (2021), Crina Petrescu et al, (2020), Lefebvrea et al, (2019), Mantau et al, (2018), and Frayn et al, (2018). Ogundijo et al, (2022) showed that food selection is highly complex. Food selection factors vary depending on life stage, and the strength of a factor varies from one individual or group of individuals to another. In this case, background factors affect the decision of choosing food. Depending on changes in lifestyle, food choices are becoming more complex, and consumers are faced with making informed decisions based on more diverse factors. The background factors influencing the choice of food based on the findings of this research in different emotions include culture, previous experience of food consumption, and knowledge of food consumption health.
According to the present research, the following suggestions are presented:
It is necessary for restaurants and food courts to include a variety of foods that can respond to different emotions (negative and positive) of people in their daily menus for breakfast, lunch and dinner, because sometimes people go to the same foods in negative and positive emotional conditions.

Abstract Abstract
The purpose of this research is to identify the factors influencing the creation of brand identity in the banking industry of Iran. According to its purpose, the research method is applicable, and in terms of implementation, it is qualitative and based on the case study approach. The statistical population of this research includes Iranian banking industry experts who were senior managers of Bank Mellat in Tehran. The number of 23 experts who had sufficient knowledge and expertise in the field of brand was selected by judgmental sampling and snowball method, and data collection was done using semi-structured interview tool. The interviews were continued until theoretical saturation was reached, and the text of the interviews were analyzed and coded using the MAXQDA 2018 software. Data analysis led to the identification and extraction of research findings including 130 primary codes, 33 concepts, and 10 categories. Based on the results of this research, the categories of goals and strategies, structure and processes, human resource management, organizational culture, internal branding, communication, banking services, financial power, visual identity, and verbal identity are identified as the important factors affecting the creation of identity in the banking industry of Iran.
Extended Abstract                                          
Introduction
One of the fundamental concepts in the field of brand is the issue of brand identity. Brand identity affects business performance, employees' recognition of the organization, and the special value of the brand (Fan, Hsu & Xiaofeng, 2023). This phenomenon is initially formed at the business level and needs to be recognized, received and accepted by customers (Liu, Hsu, Fan, 2020). Brand identity determines both the goals of the brand and the paths to be followed by the organization (Krissanya & Widyaningsih, 2023) and tells stakeholders what is unique about the brand (Sarasvuo, Liljander & Haahtela, 2023). Brand identity and brand image are two important components related to the brand; brand identity determines what the brand talks about, and brand image tells how the brand is heard by customers (Clottey, Gyampoh & Anaba, 2023). In service organizations and especially banks, employees' attitude and behavior play an important role in the bank's performance, and employees are the main link between the brand and customers by responding to customers' requests (Lee, Hsiao & Chan, 2019). Today, due to the significant increase in competition among banks in the country, most banks seek to create a unique position for their brand in order to be distinguished from other competitors. One of the most basic concepts related to branding is the creation of brand identity; therefore, having a desirable brand identity can be considered an effective differentiator. The main problem of this research is to identify the factors that influence the creation of brand identity in the banking industry of Iran.
Literature
The brand identity expresses the ideal characteristics that the brand intends to provide to the customers. In other words, brand identity is what the brand has promised to deliver to the market (Behrozi & Sohrabi, 2022). The visual identity of the brand includes items such as the brand logo, product and packaging, buildings, clothing and appearance of employees, and other such items. A brand logo is a sign that consists of a unique combination of letters, fonts, shapes, colors or symbols, and its purpose is to visually identify the brand (chernev, 2018). Significant increasing of competition in the business domain has led to the boost and growth in establishing, maintaining and expanding brand communication with customers has been growing. On the other hand, the widespread use of information technology in businesses has created new ways to communicate with customers (Farmani, Ghaffari & Zandi, 2020). A sustainable brand identity emerges from the actual organizational identity and the culture in which the brand concept is institutionalized (Andersen et al, 2023). Since the way employees deal with bank customers and the way they provide service to customers and even the way the employees dress and groom their appearance has an impact on how the bank's brand identity is formed (Behrozi & Sohrabi, 2022), therefore internal branding plays an important role in creating brand identity.
Clottey, Gyampoh & Anaba (2023) have conducted a research on the effect of brand identity and brand image on fashion entrepreneurs. The findings of the research show that the brand name affects the purchase decision of their customers, and the brand identity increases the awareness of investors and customers and customer loyalty. Also, the effect of brand image and brand identity such as logo, symbol, color and other things significantly affects customer loyalty.
Behrozi & Sohrabi (2022) in a research entitled "the role of perceived value and brand identity in improving customers' attitudinal loyalty" investigated 384 customers of Melli and Tejarat banks in Mazandaran province. The results showed that perceived value plays a mediating role in the relationship between brand identity and customers' attitudinal loyalty.
Rezaeian & Asgari (2021) in a research entitled "the effect of ethical marketing on consumer repurchase intention with emphasis on the mediating role of brand identity and brand value" studied Digi Kala online store. The results showed that ethical marketing with the mediating role of brand identity variables and brand equity has a positive and significant effect on customers' repurchase intention.
Research method
 This research is applicable in terms of its purpose, and qualitative in terms of execution method, and is a case study type. Field method was used to obtain data, and semi-structured interview tools and in-depth interview sessions were used to collect data. The statistical population of this research was the senior managers of Bank Mellat as experts in the banking industry. 23 of these experts were selected and interviewed by judgmental and snowball sampling methods. MAXQDA 2018 software was used to analyze the content of the interviews.
Research findings
At the beginning of the analysis, the researcher has started to code the interviews in order to obtain the effective factors on the creation of the brand identity. Primary codes with common meanings are placed together and create concepts, and a category is formed from the combination of several concepts. In the first stage of coding, 130 primary codes were identified; then these codes were categorized into 33 concepts and 10 categories. Based on the analysis, the factors affecting the creation of brand identity in the banking industry (the same categories found) are: goals and strategies, structure and processes, human resource management, organizational culture, internal branding, communication, banking services, financial strength, visual brand identity, and verbal brand identity.
 
Discussion
This research was conducted with the aim of identifying the factors influencing the creation of brand identity in the banking industry of Iran. The results of this research are aligned and somewhat consistent with the findings of researchers such as Daneshgar et al, (2020), Yazdanshenas et al, (2022), Sharma et al, (2022), Krishna & Kim (2021), and Chung & Byrom (2021). The goals and strategies that a bank undertakes directly affect the creation of its brand identity. The flexibility of banks' structure can play an important role in a bank's brand identity. The way managers interact with employees is one of the things important in the field of organizational interactions. Organizational culture is defined by concepts such as the attitude and behavior of employees as well as the attitude and behavior of managers. Internal branding activities, focusing on employees, try to introduce the main concepts, essence, values and functions of the organization's brand to them, so that employees can have a correct understanding of their organization's brand. Communication with society and customers, maintaining human values and respect for customers by branch employees, as well as close interaction with customers by managers can strengthen the bank's relationship with its customers. The diversity of banking services and the provision of innovative and high-quality services to customers can create the brand identity of a leading bank. Also, the financial ability to grant large facilities is a factor that explains the bank's brand identity in the society. The tone of the brand in direct and indirect interactions, including the types of advertisements in different media, the type of brand slogan, the way of addressing the society in different media and choosing the right words and expressions, induces the brand identity of a bank to the audience. The characteristics of a bank's buildings, from the extent and number of its branches to the beauty of the facade of the building and the signs of the branches and the interior of the branches, express the visual identity of the bank's brand.
Based on the results of the research, it is suggested that banks create their desired brand identity by creating a competitive advantage via focusing on providing services needed by customers and also by improving the level of customer orientation by employees. Strategies such as cost management and the growth of Rial and foreign currency incomes, attracting low-cost bank deposits, facilitating the provision of services to customers are among the important things in creating a professional brand identity for the bank. Improving leadership qualities and knowledge of human resources in managers is also a requirement for creating brand identity in banks. Also, part of the bank's recruitment can be done with new mechanisms with the aim of attracting the country's scientific elites and using them in the direction of innovative and transformational movements in the banking industry. In the field of organizational culture, it is necessary to promote value-oriented behaviors based on concepts such as loyalty and commitment to the bank, customer-orientedness, honesty and ethics in dealing with customers and employees. Implementing various intra-organizational campaigns with the aim of disseminating brand concepts and values, causes employees to participate in brand-oriented issues and reward top employees increases the level of loyalty and belongingness of employees to their bank brand. It is necessary for banks to review their structure and remove and modify redundant parts as much as possible so that processes can be implemented more quickly and agilely. Focusing on the development of digital banking is also one thing that can be effective in creating and establishing a desirable brand identity in banks due to the promotion of issues related to digital transformation. In the field of visual identity, updating the bank's logo and font, significant change in the appearance of the branches, having an identifying color specific to a bank, and using uniforms for employees are among the important things to create a brand identity in a bank. Preparing and communicating a verbal standard for employees to communicate with customers can be effective in improving the brand's verbal identity.

Abstract Abstract The purpose of the current research is to design the pattern of compulsive purchase of consumers in the TV shopping industry using the data-based theory. To answer this question, a mixed research method (qualitative and quantitative) was used; the data-based theory was used in the qualitative part, and the descriptive-correlative research method was used in the quantitative part. For data analysis; MaxQDA2020 software was used in the qualitative part, and Lisrel software was used in the quantitative part. The sampling method in the qualitative part is of a targeted type, which was saturated by conducting 10 interviews with professors and experts in the fields of marketing and sales, management, sociology and psychology; and in the quantitative part, data was collected using a questionnaire from the statistical population of television buyers in Mashhad. 384 questionnaires were collected based on Morgan's table and based on random sampling. The validity of the questionnaire was confirmed using face and content validity, and reliability using Cronbach's alpha. The results and findings of the research showed that the central phenomenon of compulsive buying from television has two main categories, including quick and thoughtless buying and irrational and emotional buying, and we have identified the factors that directly and indirectly cause this behavior. Some of the most important factors included appropriate marketing mix design for television sales, marketing capabilities of television sales companies, individual demographic characteristics, personality causes, psychological causes, lifestyle, family, and the role of cultural and social structures. Extended Abstract Introduction Compulsive shopping occurs when there is a constant worry about shopping or an irresistible urge to buy unnecessary items and products, especially when the purchases are more than a person can afford. This creates serious negative consequences for the individual and the people around him (Otero-López et al, 2021; Brito et al, 2021; Müller et al, 2019). But until now, only compulsive buying has not been given much attention in terms of marketing (Horvath & Joosten, 2021). Due to this context and the scarcity of studies that examine compulsive buying behavior (Brito et al, 2021); therefore, there is a need to conduct research to identify possible causes that cause, maintain or promote this purchase behavior (Otero-López et al, 2021). Of course, it should be kept in mind that the knowledge of any phenomenon can be understood with a detailed knowledge of that phenomenon in its context. For this reason, it is necessary to know the causes of the phenomenon of compulsive buying from television, this phenomenon itself should also be correctly identified, along with the background conditions (the platform that creates it). Based on this, the use of data-based theory as a suitable qualitative method has been used in this research to provide appropriate solutions for the use of marketing managers and manufacturers by understanding the causes, background, interfering conditions and the phenomenon of compulsive buying. Ultimately, by applying appropriate and ethical strategies that are explained based on Iranian and Islamic culture and the native environment of Iran, the consequences of this pattern should be identified. This research intends to use its findings to solve the problem of compulsive buying and to provide suitable solutions for the purposeful and ethical use of this phenomenon by Iranian marketing and producers. Therefore, the main question in this research is: what is the compulsive buying pattern among TV buyers? Theoretical Framework Compulsive buying is defined as an unconventional and unusual type of shopping that is characterized by a strong, uncontrollable and frequent desire to buy without considering its consequences (Ong et al., 2021). Compulsive buying behavior represents "...a response to an uncontrollable urge or desire to obtain, use, or experience a sensation, substance, or activity that repeatedly leads a person to engage in behavior that ultimately results in and/or harm others." Note that in the consumer research literature; this phenomenon is also defined as compulsive consumption or compulsive buying (Tarka & Babaev, 2020). Compulsive buying behavior is a modern disorder that has received increasing attention from scientists. This dysfunctional shopping behavior has grown rapidly in recent decades, especially among young people, and has resulted in harmful psychological and financial consequences (Ong et al, 2021). Research Methodology In terms of the fundamental goal and from the perspective of the result, the upcoming research is one of the exploratory researches carried out using a mixed (qualitative-quantitative) approach. The sampling method in the qualitative part was purposeful and judgmental. The method of collecting information in the qualitative section was to conduct an in-depth interview. In the quantitative part of the research, the model extracted from the qualitative part was tested. Based on this and based on the open codes identified in the qualitative section, a questionnaire was designed. The statistical population of the quantitative part was television buyers in Mashhad, who were selected as a sample by using available sampling method and based on the method of determining the sample in structural equation modeling (384 people as sample). Research Findings After conducting the interviews and transcribing them, the text of the interviews was entered into the qualitative data analysis software MaxquQDA2020 for analysis and open coding. The following components were the output of the qualitative section and codings of the research with the foundation's data theory method. Causal conditions: the causal conditions of the research that cause the occurrence of the phenomenon of compulsive purchase from television by television audiences and television buyers, were placed in eight categories of appropriate marketing mix design for television sales; Marketing capabilities of television sales companies; demographic characteristics of the person; personality causes; psychological causes; life style; the family, and the role of cultural and social structures. The phenomenon orientation: In this research, the phenomenon orientation is compulsive buying from television, which is divided into two main categories, including quick and thoughtless buying, and irrational and emotional buying. Background conditions: In the current research, ten main categories were identified as existing categories in the background conditions. These categories include the level of awareness in society; knowledge of people in the field of TV products and shopping; attitudes and trends of society; cultural civilization of society; economic conditions; society's view of national media and television; maturity of the television ecosystem; the growth and development of technology in society; maturity of the marketing and sales ecosystem, especially in television; maturity of the complements of the television sales company. Intervention conditions: In this research, intervention conditions have eight main categories, including the attractiveness of television in the eyes of the audience; broadcasting policies; policies of television sales companies; belief and trust in national television; awareness and knowledge of the person in the field of buying products; community culture in the field of shopping; the individual's situational components; and the conditions governing the society and the individual's life. Strategies: In the current research, strategies were divided into two main categories: human strategies, and structural and organizational strategies. Consequences: Consequences of implementing strategies to reduce the negative effects of compulsive TV shopping were placed in three main categories including consumer consequences; Consequences for families; and consequences for society. In the quantitative part, correlation test and then structural equations were used to evaluate the extractive model. The results of the correlation test showed that the correlation value between the causal conditions and the compulsive buying phenomenon is equal to (0.686); correlation value between compulsive buying phenomenon and strategies is equal to (0.561); the correlation value between intervention components based on strategies is equal to (0.937); The correlation value between contextual components and strategies is equal to (0.71); and finally the correlation value between strategy variables and outcomes is equal to (0.55). This amount of correlations is significant (0.000) and it should be considered that this value is lower than the standard value of 0.05. Structural equation modeling was also used to evaluate the model. The results showed that the effect of causal conditions and compulsive buying phenomenon was equal to 0.44. The effect of compulsive purchase on strategies was equal to 0.48. The influence of contextual components on strategies was equal to 0.27. The effect of strategies on outcomes was equal to 0.46. Conclusion The development process of urbanization and industrialization has brought major changes in the lifestyle and shopping of Iranian society. These changes are not necessarily positive; a negative one created in Iranian and Islamic culture is the creation of immediate, compulsive, addictive, and hedonistic shopping styles that are derived from the culture of Western society. This has intensified under the influence of intense media activities and has been institutionalized as a part of people's lives. In recent years in the country, television sales companies have sold their products directly from television channels. The nature and type of this style of sales includes immediate, quick, unplanned purchases, based on fleeting emotions and based on emotional advertisements, which causes television viewers to quickly buy the advertised products when this style of television commercials is aired. This style of shopping is a type of compulsive shopping style that has many negative consequences for customers and society. TV products are increasing rapidly, which indicates a good sales situation for TV direct selling companies. However, due to the extent of the compulsive purchase phenomenon in the country, as well as among the buyers from TV channels, no research has been done in this field in the country. For this reason, this research aims to design the pattern of compulsive buying by consumers in the television shopping industry using data base theory in order to properly understand this phenomenon, provide strategies to reduce its negative consequences, identify the background and interfering components affecting the strategies, and also identify the consequences resulted from the implementation of these strategies in the society. Therefore, the opinion of 10 experts in this field and the interview process were used to design a model based on data-based theory. The experts were selected based on purposeful sampling. The model was designed in the qualitative part and tested in the quantitative part. This research had limitations such as the small number of experts in this field, access to experts, and the impossibility of face-to-face interviews with experts due to the Corona situation. Finally, it is recommended for future research to develop practical knowledge in this field for the country by quantitatively testing the research model as well as increasing more research in the field of instant shopping, shopping addiction, and shopping frenzy from the television sales industry.

Abstract Abstract
The purpose of this research is to provide a model of international strategic renewal of pharmaceutical industry businesses. The current research method is data-based according to the purpose, and also according to the data collection; which was collected in the year 2021 through semi-structured interviews. In order to collect information, a statistical community including 18 experts, including managers and experts in the export field of the top exporting businesses of the pharmaceutical industry active in Tehran province was selected. The purposeful sampling method is in the form of snowball, which theoretical adequacy was determined according to the rule of theoretical saturation. The qualitative part of the data was analyzed through open, axial and selective coding by MAXQDA software. The results of the research showed that in the design of the international strategic renewal model of pharmaceutical industry businesses, there are a total of 10 components were identified and extracted in the form of strategic factors (organizational components, lean and agile supply chain, international strategy), causal conditions (marketing component), structural conditions (entrepreneurship), consequences (financial performance, organizational performance) and background conditions (environmental components, management components, social components).
Extended Abstract
Introduction
Moving towards innovation and making changes in the combination of products and services is in the realm of activities of a knowledge-based business (Shahriari et al, 2019). Therefore, knowledge-based businesses play an important role in production effectiveness, crystallization of knowledge in new products and services, improvement of the level of economy and well-being, production of wealth and added value in a society. Therefore, due to globalization and technological changes, the business environment has changed its direction towards knowledge-based economic activities (Sim & Teoh, 2019). In the management literature, several theories have been developed to describe and explain the success of organizations during the last few decades. One of the major and central areas that examines the long-term growth and profitability of the organization is the strategic area. The focus of researchers in this field is on how to change and develop the organization's business according to the situation and environmental changes in such a way that its long-term survival and success is realized. However, some theories and concepts raised in the field of strategy have been less discussed. One of these concepts is the emergence of strategic innovation in the organization. The meaning of strategic renewal is the process, content and result of updating or replacing the characteristics of the organization, capable of having a significant impact on the long-term vision of the organization (Agareval & Hlfet, 2013). Strategic innovation is actually an entrepreneurial phenomenon that redefines relationships with markets and competitors in order to fundamentally change the type of competition (Kuratko & Audretsch, 2021).
Based on the explanations provided, this research seeks to answer this question: what are the factors of international strategic renewal of pharmaceutical industry businesses?
Theoretical Framework
Considering the high importance of small and medium businesses for the economic growth of countries, the internationalization of these pharmaceutical industries in today's competitive world seems inevitable. Strategic innovation is defined as an interactive process that includes promotion, adaptation and use of new knowledge and innovative behavior to improve organizational competencies, products and services (Pratap & Saha, 2021). In fact, the process of strategic renewal includes the creation of new profits through the recombination of resources and includes measures such as business redefinition, product development, and process changes (Martinez, 2019).
Strategic discontinuous innovation requires changing the existing core business to a newer, more unknown business that is fraught with significant uncertainty. Accordingly, discontinuous innovation is more uncertain than continuous innovation in the existing business or internal and external venture capital investment where exploration and exploitation occur simultaneously (Flouid & Len, 2020).
The second topic in renovation studies is the continuous renovation process. Continuous strategic innovation includes decisions to expand new product lines or services, or to significantly improve the performance of current lines (Hamel, 2013). Continuous innovation, if done proactively, may enable companies to adapt to changes in the external environment and thus reduce the need for a much larger and more difficult transformation. Continuous strategic innovation may even enable the firm to shape an external environment to its advantage.
Shu et al, (2019) conducted a research on government institutional support, entrepreneurship, strategic innovation and performance in developing China. The results showed that the institutional support of the government, entrepreneurial orientation and strategic modernization increase the performance separately, however, the entrepreneurial orientation completely mediates the relationship between the institutional support of the government and strategic modernization. In addition, strategic innovation fully mediates the relationship between entrepreneurial orientation and firm financial performance and partially mediates the relationship between entrepreneurial orientation and firm reputation.
Kalabi et al, (2018) investigated the issue in a research entitled texturing and conceptualization of entrepreneurial strategic renewal (a case study of Iran's tile and ceramic industry). The findings indicate that the concept of entrepreneurial strategic renewal in the tile and ceramic industry includes six sub-categories: "recognition/discovery/creation of opportunities", "dynamism in the renewal of capabilities", "renewal of organizational goals and functions", "overactive in exploiting opportunities and improving the level of innovation", "continuous market monitoring" and "accepting uncertainty as a permanent phenomenon".
Research methodology
The current research was exploratory in terms of its nature, fundamental in terms of purpose, and qualitative in terms of the selection method. In order to answer the research questions in this study, the data-based theory strategy is used based on the systematic generation of theory from data. The statistical population of the present study consists of experts, including managers and experts in the field of export of the top exporting businesses in the pharmaceutical industry active in Tehran province, and the time domain of data collection is in the year 2021. The sampling method is snowball.
Research findings
To analyze the data, MAXQDA software was used to code and analyze the qualitative data. The results of the research showed that in the design of the international strategic renewal model of pharmaceutical industry businesses, there are a total of 10 components were identified and extracted in the form of strategic factors (organizational components, lean and agile supply chain, international strategy), causal conditions (marketing component), structural conditions (entrepreneurship), consequences (financial performance, organizational performance) and background conditions (environmental components, management components, social components).
Conclusion
This research was conducted to investigate the presentation of the international strategic renewal model of pharmaceutical industry businesses. The result of this research is in line with the result of Flouid & Len (2020), Aghjani (2017), Knott & Posen (2017), Kelabi et al, (2018), Carpon & Mitchell (2016). Shu et al, (2019) showed in their research how entrepreneurial orientation (EO) and strategic renewal (as important dimensions of corporate entrepreneurship) can transfer the institutional support of the government and thus the company's performance in the economy. increase the current transition, and showed that the institutional support of the government, entrepreneurial orientation and strategic renewal separately increase the performance, however, the entrepreneurial orientation completely mediates the relationship between the institutional support of the government and strategic renewal. In addition, strategic innovation fully mediates the relationship between entrepreneurial orientation and firm financial performance and partially mediates the relationship between entrepreneurial orientation and firm reputation.
According to the findings, the following suggestions are provided.
- The government should support the development of entrepreneurship and strategic modernization in these companies by supporting domestic products, amending tax laws and insurance laws, and establishing protective laws, as well as optimizing technology policies, financial policies, market policies, and increasing policies related to international interactions and the level of culturisation.
- Regarding the factors affecting the market, government policies should be based on increasing the absorption rate of technology, increasing market demand for products in this field, and developing market policies.
- The company's strategies, either in terms of design, strategic renovation, and investment for product production, or in terms of the market for the supply and sale of manufactured products, must be designed and adjusted in such a way that they are responsive to face rapid and immediate changes and can determine the priorities within the company. And based on that, decisions can be made in the light of the future consequences, and by solving the major problems of the organization today, it can lead to the improvement of the organization's performance.
- It can be effective to use targeted training to train specialists who can provide specialized opinions in this field.

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

Abstract in the current era, the increasing process of environmental degradation has become a crisis which increases day by day deterioration and its impact. although, sustainable economic development is a common responsibility between the organization, government and consumers, but organizations can play a dynamic role in reducing environmental degradation .in the other hand, managers have an important role in reducing the pollution and the governments tend to have environmental accountability .in this regard, the purpose of this study is to model the environmental accounting strategies and accountability of managers with data approach .in this regard, 11 interviews with experts in the field of environmental accounting and managers in the field of environmental accounting were conducted .interviews were continued until the theoretical saturation and then after primary coding in five categories of ali, outcomes, intervention, and background and action strategy were classified .it is hoped that the results of this study have taken a step toward environmental accounting and accountability. Extended Abstract Introduction Undoubtedly, in the competitive market of today's world and the emphasis on environmental protection, companies must pay more and more attention to environmental problems in order to maintain their position and achieve sustainability, which makes the strategic role of environmental accounting stand out. An environmentally friendly organization often relies on the management's accountability so that it ultimately causes organizations to gain a competitive advantage. These processes with the direction of environmental accountability at the global level require the participation of corporate people, which includes managers' accountability that a planning process can adapt the corporate strategy to environmental problems and lead to the use of environmental accounting (Ringle et al., 2015). The appropriate environmental management of an organization is in the evaluation of the environmental performance of that organization so that the results of the managers from the activities of the organization's products and services that interact with the surrounding environment can be understood. Of course, this goal can be achieved through managers, the desired results of those activities, products and services that have a clear effect on the environment, which can lead to managers' accountability. With the expansion of attention to the protection and improvement of the environment at the international level, the attention of all organizations has undeniably been directed to the harmful effects of the environment caused by its activities, products and services (Arman, 2020 & Muslimah). According to the stated contents, this study tries to answer the question: what is the pattern of environmental accounting strategies based on managers' accountability with the data-based approach? Theoretical Framework Environmental accounting Environmental accounting is based on integrating the environment as a source of capital and considering environmental costs as one of the acceptable costs in economic and computational processes. The purpose of environmental accounting is to provide information that can help managers for performance evaluation, decision making, control and reporting. Environmental accounting is based on economic and environmental concepts, and its application, considering not using market-based values, requires a change in culture (Afshari, 2021). Accountability of managers The requirement of democracy is to have an optimal accountability system, and government organizations are created by society and for society, and they must be accountable to them; the lack of accountability will cause distrust and the system of democracy and citizenship will have no meaning (Udeh & Ezejiofor, 2018). Accountability is the principle of any society that claims to be a democracy. For the time being, the government agencies are facing a kind of tension and duality that on one hand, they feel an obligation to their society and government organizations and must be responsible for their needs, and on the other hand, global requirements and International forces make them to apply ways and methods that are basically contrary to the wishes and needs of their citizens (Outtes et al, 2018). Agyemang et al, (2023) performed a research titled accounting and environmental performance. They showed a different conclusion between board characteristics and environmental accounting. In addition, the findings show that both environmental accounting and environmental performance index have a positive slope relationship with the profitability of mining companies. Our findings provide stakeholders with a detailed understanding and beneficial impact on how environmental accounting impacts ecological and financial performance in the mining industry. Namazi & Khorramdel Masule (2022) discussed the impact of green innovation and environmental management accounting on the company's financial, environmental and economic performance in their research. The findings of the research show that green product innovation has a significant impact on the company's financial, environmental and economic performance, either directly or through the mediating variable of environmental management accounting. Green product innovation has an impact on the environmental performance in the oil and gas, petrochemical, metal and food industries, as well as on the economic performance only in the metal industry. Research methodology According to its purpose, the research method is applicable, and in terms of its implementation, it is qualitative using the paradigmatic data-based theory research method, and in terms of its nature, it is a descriptive-survey type of research. The statistical population of the research includes 11 academic staff members in the field of environmental accounting and managers of government organizations that are proficient in this field, and need to have expertise qualities; in this research, in order to discover in-depth information in order to identify the indicators of the present components, a semi-structured interview was used. Sampling was done in the form of snowball and the interviews continued until reaching theoretical saturation. Research findings According to the purpose of the research, the coding method of Strauss and Corbin was used, and the information obtained from the interview with the target people was analyzed in the data-based theory in three stages of open, central and selective coding using the 2020 MAXQDA software. The results showed that the research model after the open, central and selective coding stage is paradigmatic in 5 dimensions of causal conditions, contextual conditions, strategies, intervening conditions, consequences; and including 10 components of regulatory and technical structures in the organization (laws and environmental regulations, organizational technologies), healthy human societies (public trust, building culture in society, healthy society), government laws (government incentives, government supervision, macro policies), reduction of environmental costs of products (control of product quality, reduction of production costs, optimal production, cost management), growing organizations (organizational growth, healthy organizational environment), training and awareness of managers and employees (training and awareness in the organization, lack of skills of employees), efficient organizations (organizational systems, efficiency of managers, optimal management, management ability), efficient accounting reports (developments of social reports, developments in accounting reports), stakeholder trust (performance evaluation, transparency, shareholder trust), business strategies (product quality, competitiveness, organizational sustainability).   Conclusion The current research was conducted with the aim of investigating the presentation of environmental accounting strategies model based on managers' accountability with the data-based approach. The results of this research are in agreement with the results of Agyemang et al, (2023), Namazi & Khorramdel Masule (2022), Talebniya et al, (2021), Yusuf et al, (2021), Yermolenko et al, (2020), and Maslo et al. al, (2019). Maslo et al, (2019) showed that the priority of stakeholders and their participation with each other positively affects the relationship between environmental and financial performance. Talebniya et al, (2021) showed that the optimal management of environmental costs causes a better implementation of the environmental management system and has important benefits for society and the success of the business unit. According to the results, the following suggestion was made: The key to the success of any organization is its managers and employees, so every organization needs capable, expert, knowledgeable and committed managers and employees to achieve this success. The presence of responsive managers allows organizations to have more committed employees. In this regard, it is suggested to the organizations to organize training courses for all employees so that while recognizing the threats and responding to them, they will be trained as a group, so that in this regard, we have more knowledgeable people in the organization. And it is also suggested that the accountants of organizations get to know the methods and techniques of environmental accounting by participating in group classes so that they can explain the necessity of using environmental accounting to other marketers; thus, not only managers, but also other employees should be familiar with and responsible for environmental issues.

Abstract Abstract The purpose of this study is to analyze the topic of digital marketing environment. The research method is applied in terms of purpose, and in terms of data collection, it is a qualitative research based on foundational data theory. Data were collected through the study of documentary sources and semi-structured interviews with 19 managers and experts active in the field of digital marketing, through targeted sampling and snowball using MAXQDA18 software. In the open coding stage, 242 preliminary codes were identified from the analysis of the interviews. In the second step, axial coding was done using the structures of the axial coding model around the investigated phenomenon. Based on the findings of the research, the concept of digital marketing environment was chosen as the central phenomenon. Causal conditions were placed in the form of four categories of innovation, optimal management, structural factors, convenience, and six main categories including business strategies, educational strategies, innovative strategies, planning and monitoring were selected as strategies. Intervening factors were identified in two categories: strengthening and weakening. Cultural factors, infrastructural factors, education, leadership style, strategies were determined as the background factors of the digital marketing environment. Finally, the consequences of the factors affecting the digital marketing environment were determined at three micro, medium and macro levels. Extended Abstract Introduction Since the arrival of the Internet in the commercial field and the beginning of the web, there have been tremendous changes in businesses (Virat et al., 2018). Changes in digital technologies have reduced the information asymmetry between customers and businesses. The most important indicator of reducing information asymmetry can be observed in customer's behavior. It is obvious that customer's behavior is changing as a result of access to technology and various tools in mobile and online platforms, and this factor affects the acquisition of quality and price information, the search process and customer expectations; on the other hand, the emergence of digital platforms of entities created through innovation, which facilitates customer-to-customer interactions for thinking in the development of new services/products, has reduced the information asymmetry of businesses. Information asymmetry has caused the emergence of the problem of the ineffectiveness of the traditional theory for businesses active in the business world, especially at the global level. This characteristic has caused the theories and techniques used to analyze strategic components in traditional markets; including environmental analysis, competitor analysis, customer analysis, as well as the analysis of the organization's resources and capabilities, to lose their effectiveness; on one hand, organizations must always be one step ahead of their competitors (Shafa, 2021). Therefore, organizations always try to maintain their competitive advantage; but as mentioned, traditional approaches cannot compete in a market where all the rules governing it have been changed. E-marketing is a nascent knowledge that has been formed and expanded with the emergence and development of the Internet. As a result, developing a model for digital development and evolution in the content of examining the factors affecting the digital marketing environment seems necessary for companies (Namati et al., 2021). Digital marketing is a new, fast-growing field that provides managers with new ways to reach, inform, and engage customers in order to market and sell their products and services. This new marketing approach is very effective and is expected to be at the top of technological developments and the investment priority of senior marketing managers; on the other hand, factors affecting the digital marketing environment can be considered factors that influence the digital marketing environment, and effective steps can be taken towards the success of digital marketing strategies by using these factors (Karimi et al, 2022). Based on this, the current research is looking for an answer to the question: what is the pattern of factors affecting the digital marketing environment in global markets? Literature Digital marketing includes measures to advertise and introduce products and services using digital tools and facilities. This type of marketing is much broader than traditional marketing. Digital marketing is defined as the use of all internet facilities as well as digital technology in order to market the goods and services of companies (Schuler et al., 2014). In fact, this method means that digital marketing relies more on digital media such as mass media and social networks. Taking advantage of social networks, whether it is paid or free, helps digital marketing (Soule et al., 2019). In this type of marketing, the effort is to investigate and analyze the behavior of customers and users by using existing facilities and tools such as e-mail, mass media and the website to be able to obtain the highest level of efficiency and performance of marketing from the audience. The first generation of marketing, which emphasized product-oriented and the second generation was customer-oriented, were upgraded to human-oriented in the third generation. In this generation, human was envisioned to be a mirror of marketing in the creation of products, services and corporate cultures that embrace human values. The most important developments from the 3rd generation of marketing to the 4th generation are: strengthening the trend of sharing economy, promoting of the current economy, increasing the role of interactions of versatile channels, strengthening content marketing, the high position of social communication management in the world of advanced technology; people have a desire for more physical contact, and are looking for things that are made for them. The role of marketers is to guide customers through their journey from the awareness stage to the final support stage. The alignment of technologies will eventually lead to the convergence between digital marketing and traditional marketing (Kartajaya et al, 2019). Another factor affecting the performance of companies is the market environment. The three components of the market environment; market turbulence, technology turbulence, and competition intensity, are of special importance for marketing activities (Hatziargrave et al., 2005). Competitive strategies are marketing planning patterns related to the market environment that support choices about how to invest in competing for target customers and achieving desired goals. Competition means that the groups fight with each other to achieve economic opportunities and each tries to outdo the others. Competitive intensity refers to a situation where competition is very intense due to the presence of (large) number of competitors in the market and lack of growth opportunities (Saura et al., 2017). Some of the most important differences between traditional and digital marketing are: moving from targeting segmentation to confirming the customer community, from positioning and differentiation to clarifying personality traits and brand codes, from the 4 P's of the marketing mix (product, price, place and promotion) to the 4 C's (joint creation, currency, social activity and conversation), from customer service processes to collaborative customer care. In the early stages of interaction between the company and customers, traditional marketing plays a major role in creating awareness and interest. With the improvement of interactions and the demand of customers for closer relations with the company, the importance of digital marketing increases. The most important role of digital marketing is to stimulate action (purchase attempt) and support. Since digital marketing is more responsive than traditional marketing, its focus is on achieving results, while traditional marketing focuses on initiating and engaging with customers (Kartajaya et al, 2019). On the other hand, while in traditional marketing, the conventional approach is defined by the segmentation and strategic targeting of brand positioning and differentiation, the combination of tactical marketing (product, price, place, promotion) and the sales approach; in digital marketing, communication marketing approach, clarifying personality traits and brand codes, mixing communication marketing (its joint creation, currency, social activity and conversation) and its commercialization are combined with collaborative customer care (Kartajaya et al, 2019).   Research methodology The research method is qualitative and basic, applicable in terms of its purpose. To collect and analyze the data, the data-based theory research strategy was used. The statistical population of the research includes 19 managers and experts in the field of digital marketing in global markets who were selected through targeted sampling. The data collection tool is a semi-structured interview. Research findings Open, axial and selective coding was used for data analysis, and MAXQDA18 software was used for coding interviews. The results indicated that the design of the digital marketing environment model in global markets includes 10 dimensions (structural factors, cultural factors, intervening factors, infrastructural factors, education, leadership style, strategies, educational strategies, innovative strategies, planning and monitoring) which were placed in the paradigm model of research in the form of causal factors, central category, background factors, intervening factors, strategies and consequences. Conclusion The current research was conducted with the aim of designing a digital marketing environment model in global markets. The results of this research are in agreement with the findings of researchers such as Buchanan et al, (2018), Saura et al, (2017) Ding et al, (2021), Hosseinzadeh et al, (2022), Buchanan et al, (2018), and Rahimi Kalor et al, (2021). In the context of comparing the results of the research with the achievements of domestic and foreign researches, it can be said that the focus of the research on identifying the factors affecting the digital marketing environment as the most key task of the marketing managers of the organizations has caused comprehensive attention to the digital marketing environment, which in addition to revealing hidden aspects of this importance, it is the reason for aggregating the scattered indicators of different researches in the form of a comprehensive and localized model. This is despite the fact that in none of the researches conducted in the field of digital marketing environment, the factors affecting the digital marketing environment have not been discussed separately, and a general look at the role of digital marketing in the marketing approach has led to a generalization in the field of numerous management activities and tasks. According to the findings, the following suggestions are provided. - By conducting a comparative study, the result of this study can be compared with successful and prominent companies in the world and successful examples in the field of marketing. - Using other validation methods of the dimensions and indicators of the model - To make a comparative comparison between the companies active in the field of digital marketing inside and outside the country and provide new ways to use the concept of digital marketing in the global market.

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

Abstract Abstract The aim of this research is to present a model for the development of the tourism industry with an emphasis on the role of media management using a mixed approach. A mixed (qualitative-quantitative) approach has been used in this research. The statistical sample in the qualitative part included 15 professors and specialists and experts in communication, media and tourism: and in the quantitative part of the research, it included 200 managers and senior tourism experts in Mazandaran. In the first step of the research, the coding of the specialized research interviews was done using the qualitative analysis of the theme with MAXQDA v10.R150410 software. In the next step, the results of confirmatory factor analysis with Smart PLS software are presented. Then, the existing categories were leveled with the structural-interpretive method with MicMac software and the initial research model was designed. Based on the results obtained in this research, advertising, service quality, policy making, participation of local people, tourism culture, proper use of the environment, income generation in tourism destination and infrastructure facilities were identified as the main components that have an impact on the tourism industry. The results of the quantitative part of the research showed that the proposed model has a good fit and credibility for the impact of mass media on the development of the tourism industry. Extended Abstract Introduction Undoubtedly, tourism is one of the most prosperous service industries worldwide. Tourism is vital to the economic success of many countries around the world. Over the past two decades, some countries have been able to achieve very high incomes despite the shortage of natural resources by investing in the tourism industry (Qiu et al., 2020). There are numerous benefits of tourism in host destinations. Tourism increases economic income, creates thousands of jobs, develops a country's infrastructure, and creates a sense of cultural exchange between foreigners and citizens. The number of jobs created by tourism in many different regions is significant. These jobs are not only part of the tourism industry, but may also include the agricultural, communication, health, and educational sectors. Many tourists travel to experience the culture, different traditions, and cuisine of the host destination. This is very profitable for local restaurants, shopping centers, and shops. For instance, in Melbourne, Australia, with a population of about 4 million, approximately 22,000 citizens are employed only in the tourism sector (Fjelldal et al., 2022). With the recognition of the economic importance of tourism, many governments and tourism companies have started extensive advertising campaigns to brand their destinations and attract tourists. As a result, there is now intense competition among tourism organizations (as well as different governments) to introduce domestic tourism destinations and attract as many tourists as possible. Therefore, marketing has essentially become a key component for success in the tourism industry (Yung et al., 2021). Considering these marketing efforts, marketing is essentially a type of messaging to customers (both potential and existing). The important role of the media in introducing tourism destinations and creating a destination brand can be understood (Alsalami & Al-Zaman, 2021). Although the use of media, including radio and television advertising, billboards, and more, has a very long history in the tourism industry, the advent of technology-based media has caused a great transformation in tourism advertising. Information is a vital lifeline for the tourism industry; therefore, effective use of information technology and modern mass media is crucial for competitive advantage and success. As a result, many companies involved in the tourism industry have chosen to use modern media as their most important marketing and customer interaction tool (van Nuenen & Scarles, 2021). Therefore, there is a need for research that focuses on providing a native approach to developing a model for the tourism industry with an emphasis on the role of media management. The main issue of this study is the neglect of the capacity of media as a key tool for successful tourism marketing within the country. In this study, a model for the development of the tourism industry with an emphasis on the role of media management using a mixed approach is presented. This research seeks to find an answer to the question of what components make up a model for developing the tourism industry based on media management. Theoretical framework Tourism is the act and process of spending time away from home in pursuit of leisure, relaxation, and enjoyment while also utilizing commercial services. Thus, tourism is a product of modern social arrangements that began in Western Europe in the 17th century, although it has roots in classical antiquity. Tourism differs from exploration in that tourists follow a "well-established path," utilize established supply systems, and, as befits pleasure-seekers, are generally immune to difficulty, danger, and embarrassment (Rasulov, Madjitova & Islomova, 2022). However, tourism overlaps with other activities, interests, and processes, such as pilgrimage, for example. This has led to the creation of common categories such as "business tourism," "sports tourism," and "medical tourism" (international travel for the purpose of receiving medical care) (Palacios-Florencio, Santos-Roldán, Berbel-Pineda & Castillo-Canalejo, 2021). In the past few decades, the trend of tourism has grown significantly worldwide, as the concept of travel has changed in people's lives. In the past, traveling was often a cumbersome and sometimes frustrating experience that required constant planning. However, today, thanks to technology and changes in lifestyle, this concept has become an incredibly enjoyable and effortless experience. People travel for business, holidays, leisure, adventure, or even medical treatments. These issues have led to the emergence of a booming tourism industry, with successful countries earning substantial incomes from this sector (Zhu, Airey & Siriphon, 2021). Tourism marketing is a term used to refer to the commercial field that attracts visitors to a particular location, which can be a state, a city, a specific heritage site or tourist destination, a hotel, or a convention center. The location can be anything that has the potential to attract tourism, as people visit a new place for tourism purposes. Tourism marketing is often associated with marketing strategies in the tourism industry. Nowadays, many countries in the world have a significant role for tourism in increasing their gross domestic product (GDP), making tourism marketing an essential factor. Many places are often tourist hotspots, such as the Taj Mahal in India, and are now the best areas to strengthen tourism marketing. Places that are likely to be the main attraction for tourists are the places where tourism marketing has the most significant impact. Currently, tourism marketing is all about using multiple marketing techniques and strategies to enhance the tourism industry of a particular place (Liu, et.al, 2022). Research methodology The present study is aimed at the field of developmental research, and in terms of approach, it falls under exploratory studies. Based on the type of data, this research is categorized as a mixed-methods study (qualitative-quantitative). In the qualitative stage, the sample included 15 professors, experts, and specialists in communication, media, and tourism at universities in Mazandaran. The sample size is determined based on theoretical saturation. Given the research topic and objectives, a semi-structured interview method was used to collect data. In the quantitative stage, the statistical population included managers and senior experts in tourism throughout Mazandaran province (N=412), from which a sample of 200 people was selected. To determine the validity and reliability of the interviews, the retest and inter-coder agreement methods were used. In this research, the content analysis method was used to analyze qualitative data. In the next stage, the results of confirmatory factor analysis are presented. Then, the existing issues are classified using the structural-interpretive method, and the initial model of the research is designed. Finally, the partial least squares method is used for model validation. Qualitative analysis was performed using MAXQDA software, structural-interpretive analysis using MicMac software, and partial least squares method using Smart PLS software. Research findings Given that the retest reliability rate is 85%, which is higher than 60%, the coding reliability is acceptable. Additionally, considering that the intercoder reliability rate is 79%, which is also higher than 60%, the coding reliability is acceptable. Based on the results of the qualitative data analysis; advertising, service quality, policy-making, local community participation, tourism culture, appropriate environmental management, tourism income generation, and infrastructural facilities were identified as the main components that impact the tourism industry. The results of the quantitative section showed that the proposed model has a good fit and validity for the impact of mass media on the development of the tourism industry. Conclusion
Numerous research studies have been conducted on the components and indicators of media management in the tourism industry, with an emphasis on media management perspectives. However, there are still various concepts and different measures for these perspectives that need to be investigated and standardized to achieve a comprehensive view. Generally, the most important components include advertising, service quality, policy-making, participation of local people, tourism culture, proper environmental management, income generation at the tourist destination, and infrastructure facilities. In conclusion, media has a significant role in creating a platform for the expansion or recession of activities related to this sector, given its capabilities. By careful and controlled planning, media can shape the thoughts and behaviors of a community and expand their desired perspectives. Today, through modern forms and audience-friendly media, they are the largest and most effective tool for producing concepts, social relations, and cultural messages in societies. Radio, television, newspapers, the internet, and modern media are indirect communication tools that have the power to influence, apply taste, and shape mentality. Media and its quantitative and qualitative advances are leading recent movements in all dimensions of life and development of communication. Visualization, needs assessment, persuasion, awareness, effective communication, and the use of new technologies in the field of media have placed many countries among the top tourist destinations in the world. With the development of communication technologies and the formulation of work and safety laws, tourism has reached such a position in the current global conditions that one cannot ignore its countless benefits.  

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

Abstract The purpose of the current research is to design an electronic human resource management model based on knowledge creation in knowledge-based companies. The research method is qualitative, and applicable in terms of purpose, and basic research kind. To collect and analyze the data, the foundation's data theory research strategy was used. The statistical population of the research includes 12 managers and experts in the field of electronic human resources management in knowledge-based companies who were selected through theoretical sampling. The data collection tool is a semi-structured interview. Open, central and selective coding was used for data analysis, and MAXQDA 10 software was used to code the interviews. The results indicated that the electronic human resource management model based on knowledge creation in knowledge-based companies includes 10 dimensions (structural factors, environmental factors, cultural factors, strategy factors, organizational factors, technology factors, electronic planning, electronic recruitment, electronic training and electronic performance) and 38 components that were placed in the paradigm model of research in the form of causal, contextual, interventional conditions, strategies and consequences.
Extended Abstract
Introduction
The main purpose of establishing knowledge-based companies is to obtain scientific achievements (Damavandian and Peyman, 2022). Knowledge in these companies has become very important, both quantitatively and qualitatively; and electronic tools are used to promote economic incentives (Jebali & Meschitti, 2020). Knowledge creation includes social and cooperative mechanisms as well as cognitive mechanisms of individuals. This is how knowledge is created, shared, developed and sustained. This requires communication and knowledge learning in the electronic network existing across the boundaries of a company (El Said, 2015). In such a situation, these companies need strategies to understand the factors affecting the development of new knowledge creation in order to align with the boundaries of knowledge and keep pace with dynamic environmental conditions (Al-Tal & Emeagwali, 2019). Since the main factor of creating productivity is improving people's knowledge and using their capabilities, therefore, creating knowledge as an important strategic factor has a high position in these companies. In this situation, it can be expected that the creation of knowledge in these companies will lead to the growth and improvement of the national economy. It is not possible to create knowledge without paying attention to its tools. Electronic human resources management provides managers with a wide range of different tools in the field of various functions. Electronic human resource management refers to performing human resource management activities using web technologies and seeks to provide information to managers and employees at any time and place (Berber et al, 2018). In recent years, the use of electronic human resource management and web-based technologies for human resource management procedures and policies in developed companies is growing (Ma & Ye, 2015).
Based on this, the current research is looking for an answer to this question: what is the identification of the effective factors of electronic human resource management based on knowledge creation in knowledge-based companies?
Theoretical framework
Electronic human resource management was expressed in the nineties and refers to the implementation of human resource functions using the Internet (Stone, 2017). Electronic human resource management is defined as the way of applying human resource management strategies, policies' and measures in organizations through a guided and informed support of them, which is done using web-based channels. Also, in another definition, electronic human resource management is the application of web-based technology for human resource management policies and actions that are maturing in organizational life (Fatemi & Shayestehpor, 2023).
In the current global economy, knowledge creation has become the most important factor in gaining a competitive advantage for companies. Rapid developments in the competitive environment as well as the needs of customers have made paying attention to the mechanism of knowledge creation one of the obligations, especially for commercial and knowledge-based companies. Knowledge -based companies have to be sustainable in the competitive arena and must create new knowledge with their knowledge-based functions and present it to the audience market in the form of their products (Luse at al, 2013).
Fatemi & Shayestehpor (2023) investigated the impact of blockchain technology on electronic human resource management in the insurance industry and using a questionnaire in a sample of 384 employees of the insurance industry, they showed that blockchain technology has a significant impact on electronic human resource management in the insurance industry. Afrasiabi et al, (2022), in a research, investigated the effect of electronic management of human resources on the bank's competitive power through the mediation of electronic trust of Zahedan Bank Maskan employees, and by studying 169 of these employees and using the structural equation modeling method, they showed that between management Electronic human resources, competitive power and electronic trust have a positive and significant effect.
Methodology
The research method is qualitative, and applicable in terms of its purpose, and is basic research kind. To collect and analyze the data, the foundation's data theory research strategy was used. The statistical population of the research includes 12 managers and experts in the field of electronic human resources management in knowledge-based companies who were selected through theoretical sampling. The data collection tool is a semi-structured interview.
Discussion and Results
For data analysis, open, central and selective coding was used, and MAXQDA10 software was used to code the interviews. The results indicated that the electronic human resource management model based on knowledge creation in knowledge-based companies includes 10 dimensions (structural factors, environmental factors, cultural factors, strategy factors, organizational factors, technology factors, electronic planning, electronic recruitment, electronic training and electronic performance) and 38 components that were placed in the paradigm model of research in the form of causal, contextual, interventional conditions, strategies and consequences.
Conclusion
The current research was conducted with the aim of designing an electronic human resource management model based on knowledge creation in knowledge-based companies. The results of this research are consistent with the findings of researchers such as Johnson et al, (2021), Eslami et al, (2022), Afrasiabi et al, (2022), Fatemi & Shayestehpor (2023), and Valeau & Paillé (2017). In this context Johnson et al, (2021) have pointed out that the potential use of electronic human resource management is a tool to increase human resource innovation. Past studies suggest that electronic HR management may make the role of HR more efficient and improve service delivery, leading to the adoption of an important role in business strategy. In addition, considering human resources management with electronic technologies facilitates the competition and efficiency of knowledge-based companies.
According to the results of the research, it is suggested that activities related to the education of information technology structures should be provided in the organization, a comprehensive education environment should be made available in the organization, and educational policies and programs should be developed in the organization. Also, in the organization, the training of working with electronic systems is carried out for new employees. Considering the role of organizational, environmental and cultural factors, it is suggested that the organization should pay special attention to the effective participation of employees in matters, establish effective communication between human resource managers and information systems, employees in the organization should have access to communication and participation in the problem solving teams and can talk about the problems related to the electronicization of the work process and share these problems with the managers.

Abstract The purpose of this research is to present a green human resource management model. This research is applicable in terms of purpose, qualitative in terms of the method of data collection, and meta-composite in terms of the research implementation method. The statistical population of the research includes 15 organizational experts, managers and specialists in the field of human resources, who were selected by purposeful sampling. Extracting the components and indicators of green human resources management was obtained from the review of the background and theoretical foundations, and then the fuzzy Delphi method was used for analysis in three rounds. The components and dimensions of green human resources management include 9 dimensions of green process, green strategy, green support, green culture, green training, green reward, green participation, green job analysis and design, green discipline management, and 20 components were identified and confirmed. The results showed that the dimension of green strategy in green human resource management in the first stage acquired with an average of (0.967) and in the second with an average of (0.942), that the obtained numbers almost overlap in the two final stages. Also, the results show that in the dimension of green strategy, the component of green strategic alignment has the highest opinions of experts; in the first stage with an average of (0.990) and in the second with an average of (0.973), which shows the full saturation of experts' opinions and the overlap of these two stages.
Extended Abstract
Introduction
Human resource management is one of the main responsibilities of management in any organization, and all managers at multiple levels of the organization have this responsibility in some way (Bombiak & Marciniuk-Kluska, 2018). The high complexity of businesses and jobs in the world has led to their competitiveness, and for this reason, companies should pay special attention to value creation and be responsible in addition to efficiency (Kour & Joshi, 2020). Accountability is not only limited to work and fulfilling obligations to customers. One of the most important things is being responsible for the environment. For this reason, companies should pay attention to environmental issues and move towards "green" processes and actions (Singh et al, 2020). Green management is possible for the realization and convergence of green values and a wide range of economic, social, political and legal motivations only by benefiting from green human resource management (Evazkhah, 2020).
Green human resource management includes the process of support strategy and green culture; this means that human resource processes are redesigned based on environmental goals and strategies, and by supporting an environmentally friendly lifestyle, green culture is institutionalized in the organization. For successful implementation, factors at the individual, organizational and extra-organizational levels are effective. Finally, successful implementation leads to positive consequences at the individual, organizational and extra-organizational levels (Yeganegi & Safari, 2020).
Therefore, according to the issues raised, the current research aims to answer the question: what is the appropriate model of green human resource management with a metacombination approach?
Theoretical framework
Green human resource management can be defined as human resource management actions and policies that cause the sustainability of a business and more important than all, prevent the damages caused by anti-environmental activities in organizations. (Yussoff et al, 2020). Organizations, as the largest members of societies, should recognize the effects of their behaviors on the environment and take measures to reduce the negative effects of these behaviors on natural ecosystems. Green human resource management, as a strong tool that assumes the role of human factors, can help organizations to fulfill their social responsibilities in order to protect the environment (Barati, 2021).
Hajizadeh et al, (2022) investigated the identification and ranking of the antecedents of green human resource management with fuzzy Delphi approaches and hierarchical analysis. The findings showed that organizational factors with a weight of 0.627 dimensions were ranked 1^st, and among its components, the quality of human resources was ranked first with a weight of 0.359. Technological factors were also ranked second with a weight of 0.289, and the advantage component was also ranked first. Environmental factors with a weight of 0.084 dimensions, was obtained with a dimension rank of 3, and among its components, government support with a weight of 0.336 was ranked first. The overall results indicated that the organizational factor ranked first in terms of importance, the technology factor ranked second, and the environmental factor ranked third.
Alirezaei et al, (2022) investigated the impact of green transformational leadership on environmental performance with the mediating role of green human resource management and environmental awareness in small and medium businesses of Sirjan Special Economic Zone. The findings of the research indicate that, in general, green transformational leadership has a significant effect on environmental performance with the mediating role of green human resource management and environmental awareness.
Research Methodology
This research is applicable in terms of purpose, qualitative in terms of data collection, and meta-composite in terms of the research implementation method. The statistical population of the research includes 15 organizational experts, managers and specialists in the field of human resources, who were selected by purposeful sampling. Extracting the components and indicators of green human resources management is based on the background and theoretical foundations, and then the fuzzy Delphi method was used for analysis.
Research Findings
For the analysis, the background review and theoretical foundations, and then the fuzzy Delphi method was used. The components and dimensions of green human resources management include 9 dimensions of green process, green strategy, green support, green culture, green training, green reward, green participation, green job analysis and design, green discipline management; and 20 components were identified and confirmed. The results showed that the dimension of green strategy in green human resource management in the first stage obtained with an average of (0.967) and the second with an average of (0.942), that the obtained numbers almost overlap in the two final stages. Also, the results show that in the dimension of green strategy, the component of green strategic alignment has the highest opinions of experts; in the first stage with an average of (0.990) and in the second with an average of (0.973), which shows the full saturation of experts' opinions and the overlap of these two stages.
Conclusion
The current research was conducted with the aim of presenting a green human resource management model. The present research is in line with the results of Alirezaei et al, (2022), Hajizadeh et al, (2022), Sidra Munawar et al, (2022), Fazlali & Moazzami (2022), Yu et al, (2020), Rezaei et al, (2020), and Farrokhi et al, (2017). Alam & Bahramzadeh (2022) showed that considering the many environmental problems that the hotel industry is facing, this industry has undergone a lot of pressure to respond to these problems by implementing sustainable strategies such as green human resource management. Their findings showed that there is a direct and significant relationship between green human resource management and green performance related to tasks and innovativeness. Also, green human resource management works have a positive effect on employees' environmental care behaviors, and also promote environmental efficiency programs in the organization. Also, green human resource management is directly and positively related to innovative green performance and the great role of environmental behaviors in the workplace, and confirms an indirect and significant relationship between green human resource management and innovative green performance of employees due to the mediating role of environmental awareness.
According to the results obtained, organizations are suggested to pay attention to the review of their human resources management system and move towards green human resources management, such as paying more attention to green criteria in human resources subsystems (such as green recruitment and hiring, green training and development, green performance evaluation, green service compensation). It is suggested that the development of green human resource management strategies should be included in the human resource management agenda of petrochemical companies, considering the concerns and issues of the day. It is suggested to increase the knowledge and awareness of the employees with accurate needs assessment and holding green courses to the senior managers of these companies. It is suggested that human resource managers and senior managers of organizations, after hiring new staff, should consider criteria to evaluate the performance of employees based on the standards, according to which benefits and rewards will be paid to employees.

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

Abstract Abstract
The aim of the current research is to identify the dimensions and components of marketing of customers in Iran's tourism industry. According to its purpose, the research method is applicable; and in terms of implementation, it is qualitative, descriptive and thematic analysis. The statistical population of this research includes 10 specialists, researchers, academic experts and familiar with marketing in the tourism industry. Also, they were selected and interviewed in order to approve the validity of the model. Data analysis was done using MAXQDA 2018 software. According to the analysis that has been carried out using thematic analysis method to determine the dimensions and components of the marketing of Iranian tourism industry customers; 3 dimensions, 8 components, and 41 indicators have been identified and confirmed. Marketing dimensions include service quality dimension, marketing policy dimension and tourism experience dimension; and components including satisfaction with tourism services, infrastructure facilities, tourism costs, macro policies, planning and management, tourist feedback, tourism culture, advertising and marketing. The results showed that all the identified indicators related to the dimensions and components of marketing of Iranian tourism industry customers are effective.
Extended Abstract
Introduction
Today, tourism is considered one of the most important and effective economic issues and one of the important and prominent communicative, social and cultural factors in the world (Mohammadi & Mirtaghiyan Rudsari, 2019). In the past years, the importance of tourism at the international level, both in terms of the number of tourists and in terms of foreign exchange earnings, has continuously and unprecedentedly been increasing. Service quality has been emphasized as one of the pillars of the competitiveness of service companies in the tourism industry. Therefore, using a method that can be used to measure service quality has always been important (Huong et al, 2017).
As one of the leading industries in the world and one of the fastest economic sectors, tourism industry has a strong driving force in social, cultural and economic fields, and the ability to shape and transform many organizations. Among the factors that can improve the development of this industry, there is the use of tools and effective parameters of marketing. Therefore, the need for research on tourism marketing is raised more and more (Shir Shamsi et al, 2020).Therefore, the researcher asked the main question: what are the dimensions and components of marketing for customers in Iran's tourism industry?
Theoretical Foundations
Tourism refers to the set of trips that are made between the origin and the destination with the motives of rest, entertainment, recreation, sports, sightseeing, business, culture or spending leisure time, and in which the tourist does not have employment or permanent residence at the destination. In general, trips that are made with the above motivations and involve at least one night stay at the destination are called tourism trips (Argha, 2016). The issue of motivations in tourism and the choice of travel today is one of the issues that occupy the minds of researchers in the field of tourism, forcing them to try to learn more and more about these motivations and dreams that make travelers spend their time and money in this way (Hoseinzadeh & Heydari, 2018).
 Han & Nhung (2022) conducted a study titled "Vietnam tourism satisfaction: comparison with other countries in Southeast Asia". The statistical population was electronic tourists in Vietnam. The results of the research showed that the level of satisfaction with e-tourism in Vietnam was at a higher level than the neighboring countries, and this was due to the improvement of the quality of services provided in this industry.
 Moon & An (2022) conducted a research titled "Usage and satisfaction motives and their effect on the attitude and satisfaction of e-tourists: a multi-level approach". The results of the research showed that the optimal use of the electronic tourism system had a positive effect on their satisfaction and attitude.
Research methodology
This research is applicable in terms of purpose, qualitative in terms of data collection, and thematic analysis in terms of research implementation method. The statistical population of the research is 10 specialists, including experts, researchers, academic experts and familiar with marketing in the tourism industry. Also, they were selected and interviewed in order to fit the validity of the selection model, and using the field method and dimensions' semi-structured interview tools, primary components and indicators will be compiled. After analyzing the interviews, a total of 3 dimensions, 8 components and 41 indicators were identified in line with the research objectives.
Research findings
Data analysis was done using MAXQDA 2018 software. Based on the obtained results and according to the qualitative analysis, a total of 3 dimensions, 8 components and 41 indicators have been identified and confirmed. The dimension of service quality, the dimension of marketing policy, and the dimension of tourism experiences have been identified. The results showed that, according to the interview regarding the indicators that influence the dimensions and components of the marketing of the customers of the tourism industry of Iran, the extracted components related to the dimensions and components of the marketing of customers of the Iranian tourism industry are effective.
Conclusion
The current research was carried out with the aim of identifying the dimensions and components of marketing for the customers of Iran's tourism industry. The results of this research are consistent with the results of Han & Nhung (2022), Moon & An (2022), Cavalcante et al, (2021), Balal (2021), Manavi (2022), and Abkhiz (2021). Sharmin et al, (2021) showed in the research that interaction, trendy trend and electronic word-of-mouth advertising indirectly influence satisfaction through mobile usefulness and ease of use of mobile phone. Also, mobile usefulness and ease of use directly affect satisfaction, and this significantly affects the intention to use these factors for sustainable tourism marketing.
According to the obtained results and the identification of the importance of service quality aspects that include satisfaction with tourism services, infrastructure facilities and tourism costs that have the greatest impact, it is suggested that tourist accommodations and organizations consider such things as the physical environment, tourism destination, tourism costs, tourism accommodation facilities, creation of recreational and sports facilities,              e-tourism, security, health and hygiene, etc. to create a better and superior feeling among permanent tourism customers, and try in the field of these facilities to improve the quality of their services to customers. According to the results obtained from the marketing policy dimension, which includes attracting domestic investors in the tourism sector, removing of the obstacles to foreign investment in tourism, large investments in tourism, regulation of the tourism industry, regulation of strategies based on the distribution of attractions, provision of trained manpower, determining the standards of the tourism industry, monitoring the good performance of work, etc., to improve these experiences for tourists as much as possible and help to improve tourism.
 

Abstract Abstract
The purpose of this research is to analyze the dimensions, components and indicators of quantum leadership of the broadcasting organization in the field of social networks. The research method is qualitative and applicable. Two methods of documentary study and fuzzy Delphi have been used to collect information. The statistical population of the research includes 15 media experts, political science professors, media management professors, and management, who were selected by targeted and available sampling method, and their opinions were extracted using the fuzzy Delphi method. The components and indicators of quantum leadership include three managerial and organizational dimensions, quantum skills and quantum leadership, which managerial and organizational dimension has two components (quantum management, quantum organization); the quantum skills dimension includes seven components (quantum look, quantum thinking, quantum feeling, quantum recognition, quantum action, quantum trust, quantum presence); and quantum leadership has four components (media leadership, social media leadership, transformational leadership in the media, participatory leadership in the media). Three dimensions and thirteen components were identified and confirmed for the quantum leadership of the Broadcasting Organization in the field of social networks. The quantum organization component in the second stage of the survey with an average of (0.750) and in the third stage with an average of (0.778); the component of quantum existence in the first stage of the survey with an average of (0.879) and in the second stage with an average of (0.825) and in the third stage with an average of (0.852); the social media leadership component in the second stage with an average of (0.821) and in the third stage with an average of (0.842) had the highest opinions of the experts; which shows the full saturation of experts' opinions and overlapping.
Extended Abstract
Introduction
Media are communication channels through which messages are sent to the audience. But whether these channels interfere in the content of the message or whether it is just a neutral tool in the transmission of the message is one of the important topics in media philosophy and of course in its management (Ghaed Amini Harouni et al, 2018). A combination of mass media and interpersonal communication is the most effective way to reach people with new ideas and convince them. Today, this platform is provided by virtual social networks, and the users of these networks, by expanding their communication, exchange information and share content collectively or individually. Some thinkers believe that these human communities are a kind of appearance of Habermas' concept of public sphere in virtual space (Oudlajani & Naqib al-Sadat, 2021).
Designing the principles of new sciences requires knowledge of leadership techniques in a modern organization, so that these technologies and principles provide a new metaphor for the life of the organization and leadership work. Meanwhile, the traditional organizational development models have given way to new intervention models and methods in the era of uncertainty, complexity, globalization and rapid change. The beginning of the 21st century can be called the quantum era in terms of technology. The key to organizational excellence is excellent leadership. The seven quantum skills can enable 21st century leaders to create a new level of organizational excellence to harness the world's most powerful energy; the energy of the mind. If leaders and their organizations want to progress in the new era, a new intellectual and skill leap must emerge in managers with this leadership style (Razavi & Azimi Sanavi, 2012). Quantum leadership is a style of leadership that seeks to increase trust, security, dynamic communication and learning and reduce vertical communication and increase horizontal communication in the organization. The framework and structure of the quantum organization includes mutual and fluid communication between the leader and the followers, which can be defined through an organization combined with trust, value, spirituality, learning, dialogue and thinking together (Rozbeh et al, 2021).
Therefore, the researcher intends to answer this basic question in this research: what are the dimensions, components and indicators of quantum leadership of the broadcasting organization in the field of social networks?
Theoretical Foundations
The success of today's organizations depends on the correct and efficient leadership, which relies on the influence, guidance, direction and streamlining of the organization's activities, and the belief of the employees (Erfanmanesh, 2018). On the one hand, it is a new theory in the field of leadership; which tries to create the desired future by determining the objectives, choosing the best solutions and using the best tools correctly so that a situation fits the internal conditions of the organization and the requirements of the strategic environment (Kamali Ardekani et al, 2020). The purpose of quantum leadership is to increase the effectiveness and power of managers and employees of the organization. Forming self-governing groups and providing extensive feedback to managers and employees, which prevents costly mistakes for the organization, are strategies used in quantum leadership (Ghaed Amini Harouni et al, 2018).
Geok & Bilal Ali (2021) presented a quantum leadership style framework in their research to promote lifelong learning among employees through management science. Hence, Quantum leaders perceived the consequences of organizational learning in the workplace during challenging times. Lifelong learning was promoted to improve profitability, stability and organizational growth with a conducive learning environment. The resurgence of quantum leadership contributes to new developments in management science in industry and higher education. The need for future studies on purposeful learning through quantum leadership to support knowledge creation and consistent paradigms was evident.
Nazakhti Rezapour et al, (2021) showed that according to experts, the opportunities of Instagram TV for broadcasting organization, including two categories of practical opportunities (use of user-generated content, talent search, interaction with the audience and surveys) and ultimate opportunities (helping good governance, Creating a balance between the official and traditional culture, makeing Iran's media sphere more diverse and to improving the quality of radio and television productions). The threats of Instagram TV for broadcasting organization are also aimed at weakening the exclusive position of it, reducing the audience and reducing the income from advertisement.
Research Methodology
This research is applicable in terms of purpose. Also, based on the research plan and in terms of the method of data collection, the present research is a descriptive analytical research, and from the documentary study and Delphi method was used to collect information for finding the quantum leadership dimensions and components of the Broadcasting Organization in the field of social networks with a future research approach for the Broadcasting Organization. The statistical population of the research includes 15 experts in the field of media, professors of political science, professors of media management, and professors of management, and the sampling method is targeted and accessible.
Research findings
Data analysis was done using Delphi-Fari method in three rounds. The results showed that the components and indicators of quantum leadership include three management and organizational dimensions, quantum skills, and quantum leadership,\; which management and organization dimension has two components (quantum management, quantum organization); quantum skills dimension includes seven components (quantum view, quantum thinking, quantum feeling, quantum knowledge, quantum action, quantum trust, quantum existence); and quantum leadership has four components (media leadership, social media leadership, transformational leadership in the media, participatory leadership in the media). Three dimensions and thirteen components were identified and confirmed for the quantum leadership of the Broadcasting Organization in the field of social networks. The quantum organization component in the second stage of the survey with an average of (0.750) and the in the third stage with an average of (0.778); the component of quantum existence in the first stage with an average of (0.879) and in the second stage with an average of (0.825) and the in the third stage with an average of (0.852); the social media leadership component in the second stage with an average of (0.821) and in the third stage with an average of (0.842) had the highest opinions of the experts; which shows the full saturation of experts' opinions and overlapping.
Conclusion
The current research was conducted with the aim of analyzing the dimensions, components and indicators of quantum leadership of the broadcasting organization in the field of social networks. The results of this research are consistent with the findings of researchers such as Ahmadian et al, (2021), Geok & Bilal Ali (2021), Rozbeh et al, (2021), Oudlajani & Naqib al-Sadat (2021). Ahmadian et al, (2021) showed in their research that there is a positive and significant correlation between quantum leadership and human resource retention in West Azerbaijan University of Medical Sciences University (path coefficient 0.18). The correlation between quantum leadership and organizational trust is positive and significant (path coefficient 0.85). The correlation between organizational trust and human resource retention is positive and significant (path coefficient 0.81), and finally, there is a positive and significant correlation between quantum leadership and human resource retention with the mediation of organizational trust (path coefficient 0.69). As a result, it can be said that organizational trust can increase the correlation between quantum leadership and human resource retention as a mediator. It is suggested that the principles of quantum leadership be taught to university managers and supervisors at all levels of management, in order to increase organizational trust and consequently provide human resource retention.
According to the results of the research, it is suggested that in the policies of the Broadcasting Organization, special attention should be paid to the correct recognition and understanding of the stages of quantum thinking, quantum feeling, quantum existence, media leadership and social media leadership, in order to identify the weakness and strength of the organization, individual and ethnic differences, the needs and demands of the audience; and in the field of creating trust among the audience through quantum leadership, it is possible to develop infrastructure, reduce costs, improve the performance of provincial media and took social action.

Abstract Abstract
The aim of the current research was to present the model of institutional factors related to the implementation of redistributive policies in Iran's specialized state-owned commercial parent company. This research was conducted qualitatively using thematic analysis method. The participants of this research were upstream documents in the library department, and managers and employees of Iran's specialized state-owned commercial mother company in the field department. People were selected by targeted sampling with the criteria of at least 10 years of teaching, research and management experience in different academic courses. Sampling was done with the participation of 30 experts. The data collection tool consisted of two parts, review and exploration of research literature and upstream documents in the library part, and semi-structured interview in the field part. The semi-structured interview with the participants continued until the theoretical saturation stage. The method of analyzing the interviews was done using thematic analysis method (basic, organizing and inclusive themes). The process of coding and textual analysis of the interviews was conducted in MAXQDA 2018 qualitative data analysis software. The results showed that the model of institutional factors related to the implementation of redistributive policies consists of four dimensions of legal, cognitive, normative and guiding factors and 15 components.
Extended Abstract
Introduction
The state of income distribution in different societies is not only important in economic terms, but is important also in political and social dimensions. The past and diverse experiences of growth and development also state the fact that the success of long-term and sustainable actions of governments in the field of economic growth and development of society is conditional on considering the distributional effects and consequences of policies, including the fair distribution of income in society; because the wide difference in the income of the rich and the poor is mainly caused by the very unequal initial distribution of productive wealth (such as land and capital). (Marques & Zakharov, 2022)
Similarly, the policies of the government in the field of production boom includes carrying out commercial activities in the field of market regulation, procurement, storage, purchase, sale and distribution of basic, sensitive and necessary goods and any related and necessary activities, as well as control and supervision of all the silos of the private sector, flour factories and bakers in the covered provinces, which are carried out by Iran's state-owned specialized trading company. The policies as the will of the political system should be consisting of the government, the parliament and the judiciary in organizing affairs and interacting with the citizens. laws, regulations, instructions, circulars, and generally public policies is implemented during a process, followed by series of taken place events, happenings, events and activities. There is a presupposition that policies seek to create public interest, but the interests in different societies are not the same, and each individual and group can have separate and different interests from others (Alejandro et al., 2020).
Institution is sometimes referred to organizations, sometimes to basic laws, sometimes to a person or a situation, and sometimes even to minor things like a contract. Different definitions of institutions remind us of different perceptions of the nature of social reality and social order (Arasti et al., 2012). North states that institutions are the rules of the game in society. As a result, institutions cause the motivations hidden in human exchanges to be structured, whether these exchanges are political, economic or social. In a general interpretation, institutions include beliefs, behaviors (rational or non-rational), traditions, rules and legal regulations that form a coordinated set around a core (North, 1990). On the other hand, policy making has a long history in the world, including in our country Iran. Although theoretical studies and research about the process of policy making in general, and the elements and stages of policy making in particular, have been relatively long in Western countries, in Iran, the study and research in policy making is still in its early stages. The review of past studies has shown that very few studies have been done in the field of institutional factors related to the implementation of redistributive policies. Therefore, the main question of the research is: what are the characteristics of the institutional factors related to the implementation of redistributive policies in Iran's specialized state-owned commercial parent company?
Theoretical literature
The literal meaning of policy is statute, creed, method and procedure. The first word that comes to mind from policy is politics. But sometimes the meaning of a word is not directly deduced from the word itself, such as the word motivation, which is often used in management instead of purpose, intention, and determination, but in Arabic, it means stimulus, and movement is hidden within it (Shahabi, 2019). From a point of view, policy-making is equivalent to decision-making, that is, it can be considered a type of decision-making because when a policy is determined, a decision has been made in the same position (Rezaian, 2018).
The institutional perspective argues that in addition to the conditions and characteristics of organizations and industry structure, organizations need to consider the effects of other factors such as laws and regulations and the culture of societies in their management choices and activities (Peng, 2013). Institutions can determine formally; such as political and economic laws, laws, contracts, or informally; such as behavior, attitudes, values, behavioral norms and contracts, and in short, the culture of a society.
According to North's theory (1990), formal institutions are dependent on informal institutions, in the sense that they are used as predicted from the structure of society's interactions in line with the cultural values and guidelines of formal institutions (Nawaz, 2015). Stenhelm et al. (2013) have added another dimension called the guiding dimension of the environment to the three normative, legal and cognitive dimensions of Scott (1995). The guiding dimension is a set of fertile conditions and industries including access to customers and suppliers and proximity to top universities, which affects the type of opportunities exploited in a system and provides the necessary ground for productive, innovative entrepreneurship with high growth potential.
Research methodology
The research method of this article is qualitative. The present research is applicable-developmental in terms of the goal, and in the category of qualitative research of content analysis type in terms of the research method (qualitative content analysis can be a research method for the subjective interpretation of the content of textual data through the processes of systematic classification, coding, and thematization or designing of known patterns). After taking the interviews from the participants and writing line by line the text related to the interviews, the researcher analyzed the texts; in fact, in this method, codes and concepts and identified categories were identified through the process of systematic classification, and then the institutional factors related to the implementation of redistributive policies have been identified. In the present research, semi-structured interviews were used to present the model of institutional factors related to the implementation of redistributive policies in Iran's specialized trading company. This is the reason for using semi-structured interview
Research Findings
Data analysis has been done using Max Kyoda. The research findings showed
The model of institutional factors related to the level of implementation of redistributive policies in Iran's state-owned specialized commercial parent company includes these dimensions: legal, cognitive, normative, guiding factors; and the research components include: formulation of an effective law for the presence of intermediaries, sufficient, necessary and specific laws, protective laws, creating a safe and legal platform, harmonizing the laws of related bodies, creating stability and clarity in the laws, promoting the knowledge of elites, promoting social knowledge, providing a scientific and technological environment, promoting creativity and ideation, providing a context of using the experiences of other countries, social norms, values and beliefs, providing economic infrastructure, correct and appropriate use of all kinds of advertisements.
Conclusion
The purpose of this research was to identify the dimensions and components of institutional factors related to the implementation of redistributive policies in Iran's specialized state-owned commercial parent company. The results showed that the dimensions of the model include: legal, cognitive, normative, and guiding factors; and the research components include: drafting an effective law for the presence of intermediaries, sufficient, necessary and specific laws, protective laws, creating a safe and legal platform, harmonization of laws related bodies, creating stability and clarity in laws, promoting the knowledge of elites, promoting social knowledge, providing a scientific and technological environment, promoting creativity and ideation, providing a context for using the experiences of other countries, social norms, values and beliefs, providing economic infrastructure, the correct and appropriate use of all kinds of advertisements. The findings of this research in the legal dimension, in the factor of sufficient, necessary and specific laws, are consistent with the findings of the research conducted by Zarei & Parsa Mehr (2018), Vali Beigi (2009), and Akhavan & Dehghani (2014). In the factor of protective laws, it is consistent with the research results of Vali Beigi (2009) and Zarei & Parsa Mehr (2018). In the normative aspect, the findings of Heidari et al, (2021) confirm the factors of social norms, values and beliefs of the present study in the normative dimension. Based on the findings of this research, it is suggested that managers in the practical field try to take steps to implement the policies of Iran's specialized trading company with greater convergence among institutions. By supporting the commercial company, the government should provide the necessary financial resources and infrastructure for its success.

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.