Journal of value creating in Business Management

Abstract Abstract The present study was conducted with the aim of identifying and explaining the customer experience model and factors affecting the formation of loyalty in financial technology services in the leasing industry. This research is applicable in terms of purpose, qualitative in terms of method, and was conducted based on data-driven theory with a systematic approach of "Strauss and Corbin". The data were collected through in-depth and semi-structured interviews with 18 experts and active customers of digital leasing platforms and analyzed by a three-stage process of open, axial and selective coding with MAXQDA18 software. The research findings led to the extraction of a paradigmatic model that shows that customer experience is influenced by "causal factors" such as the inefficiency of traditional processes, the need for speed and convenience, and advances in financial technology. In this model, “intervening factors” including the level of digital trust, information security, and quality of technical support; and “contextual factors” such as digital literacy and legal infrastructure, moderate the experience process. The identified strategies include user-centered design, process transparency, and personalization of financial services, which act as the main drivers to achieve the central phenomenon (perceived convenience and security). The consequences of this model are crystallized in two psychological and behavioral dimensions, which include increased loyalty, positive word-of-mouth advertising, improved financial well-being, and gaining competitive advantage for leasing organizations. The results of this research, while filling the theoretical gap in the field of FinTech, provide valuable implementation solutions for managers to design a pleasant and sustainable experience for customers in the digital ecosystem. Introduction In today’s modern world, digital technologies are recognized as one of the most important transformation factors in service industries. The leasing industry is no exception to this rule and has experienced significant changes in its service delivery with technological advances. These developments have created new opportunities to improve customer experience that require careful and scientific examination (Kronheim et al., 2024). The emergence of financial technologies has shifted the boundaries between banking, investment and leasing services and placed customers at the center of these changes. The leasing industry, as one of the vital pillars of financing in modern societies, is forced to embrace technological innovations to maintain survival and competitiveness in this new ecosystem (Hoyer et al., 2020). However, simply deploying technology is not enough; rather, the key to success in this field is a deep understanding and re-creation of the customer experience in the context of modern financial services. (Kronheim et al., 2024) Financial technologies, along with digital leasing, play a key role in facilitating access to financial services and increasing efficiency in this area. These technologies have not only accelerated traditional processes, but also created new and innovative experiences for customers. This doubles the need to pay attention to customers’ opinions and analyze their experiences (Alexander et al., 2024). Customer experience in digital financial services is a multidimensional and complex concept that is not limited to the technical quality of services, but also includes customer perceptions, emotions, trust, and interactions. Therefore, a deep understanding of customer experience in the field of fintech and digital leasing is essential for the success and sustainability of these services (Kronheim et al., 2024). Therefore, given the existing gap and the need to identify the indigenous and specialized components of this industry, the present study was designed to identify and present a comprehensive exploratory model. Using a qualitative approach and data-driven strategy, this study seeks to find out: what does the exploratory model of customer experience of financial technology services in the leasing industry look like? Theoretical foundations Customer experience Customer experience of digital services, as one of the main indicators of the success of organizations, has received more and more attention (Tolooee et al., 2024). This experience is influenced by various factors such as user interface quality, response speed, data security and service personalization. Therefore, identifying and analyzing these factors can help improve services. Since 1960, many concepts have been created about customer experience. According to the Oxford English Dictionary, the word experience means actual observation or practical familiarity with truth or events. (Kronheim et al., 2024). Financial technology and the leasing industry Due to its vital role in facilitating access to assets, the leasing industry needs to adapt to technological developments and customer needs. However, few studies have examined customer experience of digital leasing services. This highlights the need to design exploratory models to gain a deeper understanding of customer experience. The term fintech refers to companies that, in the existing financial services sector, offer and improve products, processes, or business models based on new technological opportunities with the aim of improving quality for customers who are more familiar with the digital world (Amir Hosseini et al., 2025). Aalami et al. (2026) investigated the factors affecting customer experience in the implementation of Generation 4.0 retail. The research findings showed that technological advancement and value creation have a significant impact on customer experience. Human and organizational factors also play an effective role in the implementation of Generation 4.0 retail. Customer experience, as a key variable, plays a prominent role in improving store performance and strengthening customer relationships. Arabi et al. (2025) investigated the identification of drivers affecting the future of investment in the Iranian Social Security Organization, emphasizing the role of technology. The results showed that 29 drivers were extracted through a literature review and structured interviews with social security experts. In the next step, these drivers were screened through the fuzzy Delphi method. The priority drivers were: drivers of the level of cooperation of the Social Security Organization with technology startups, the level of cooperation of the country's financial institutions and institutions with fintechs, and the development of regtechs. Research Method This research was conducted with a qualitative approach and a data-based theory strategy based on an interpretive paradigm. The required data were collected through 18 in-depth and semi-structured interviews with fintech experts and digital leasing customers selected by a purposeful and snowball method, and the collection process continued until theoretical saturation was achieved. Data analysis was conducted in three stages of open, axial, and selective coding, which ultimately led to the design of a paradigmatic model (including causal, contextual, intervening conditions, strategies, and consequences). To ensure validity and reliability, participant verification techniques and supervision by expert colleagues were applied. Research Findings The research findings showed that the customer experience in digital leasing is shaped by traditional inefficiencies and the need for speed in services and is based on the central phenomenon of “perceived convenience and financial justice.” The results indicate that implementing strategies such as user-centered design and service personalization leads to strategic outcomes such as sustainable loyalty, positive word-of-mouth advertising, and competitive advantage of the organization. Also, variables such as information security and digital trust level as key factors play a vital role in moderating and strengthening this experience. Discussion and Conclusion The results of the study showed that complex bureaucracies, time-consuming paper processes, and lack of transparency in traditional models, as a negative driver, have pushed customers towards modern alternatives. This finding is in line with the view of Homburg et al. (2017) who believe that pain points in the customer journey are the first sparks of behavior change and search for a different experience. The findings indicate that in the era of the digital economy, "speed in validation" and "ease in registering a request" are the most decisive factors in the formation of the initial experience. This result is consistent with the research of Khanzadeh (2024). According to the extracted model, FinTech advancements (such as artificial intelligence in validation and smart contracts) have provided the necessary infrastructure to realize the 4.0 generation customer experience. This finding is consistent with the results of Aalami et al. (2026). Data analysis showed that training is a bridge between technological infrastructure and positive user perception. Since digital financial services may seem complicated to some users, providing educational guides fills the skill gap and strengthens digital trust. This result is consistent with the model of Pangarkar et al. (2022) in the field of social engagement; because effective training conveys a sense of organizational support to the customer and, by reducing ambiguity, lowers perceived risk, which ultimately leads to long-term customer commitment to the brand. The research findings show that technical infrastructure (including platform stability, server speed, and authentication database connectivity) are the main foundation of customer experience. If the digital infrastructure is weak, even the best marketing strategies will fail. This finding is consistent with research of Aalami et al. (2026). The results of the study indicate that the level of skill and knowledge of users in using smart devices strongly affects their perception of “ease of use”. Customers with higher digital literacy have a more enjoyable experience with FinTech platforms, while for users with less knowledge, this process can be anxiety-provoking. This result is consistent with the view of Bonik et al. (2023) that individual user characteristics moderate the impact of experience on loyalty. One of the key findings is that customer experience does not occur in a vacuum, but is strongly influenced by central bank rules, data security, and regulatory frameworks. The existence of transparent rules in the field of landtech and digital leasing provides customer peace of mind. This finding is consistent with the results of Arabi et al. (2025) in the role of regtechs and financial institutions in new investments. Finally, the research showed that the social acceptance and general culture of using offline financial services is the basis for the success of fintech models. The paradigm shift from visiting the branch in person to trusting all-digital processes is a cultural transformation. This result is consistent with the findings of Alexander et al. (2022). Research findings show that digital trust acts as a catalyst. In the leasing industry, which deals with high financial sums and long-term contracts, if trust is not built, even the best and fastest platforms cannot build loyalty. This finding is in line with the research of Ghasemi Naji et al. (2025). Research results indicate that information security is the "red line" of customer experience in fintech. Any ambiguity in how to store sensitive and creditable customer data can negate all previous positive experiences. This result is consistent with the findings of Arabi et al. (2025). Data analysis showed that technical support at critical moments (such as an error in the payment gateway or uploading documents) is the decisive moment for loyalty. High quality support can turn a negative experience into a positive and trust-building memory. This finding is in line with the view of Aalami et al. (2026) about the role of human and organizational factors in realizing the 4.0 generation of retail. The findings of the research indicate that the ease of use, or the simplification of the platform environment, moderates the intensity of the effect of services on loyalty. If the platform is complex, the customer will experience cognitive fatigue and leave the purchase process half-finished. This result is consistent with Khanzadeh (2024) that emphasizes the role of experience quality on repeat purchases.

Abstract Abstract The purpose of the present study is to design an interactive content marketing model with an emphasis on its role in shaping the purchasing decisions of digital consumers in Iraq. In terms of purpose, this research is applicable, and in terms of execution, it is qualitative; the adopted strategy is exploratory, and the method utilized is thematic analysis. The research population consists of 21 faculty members and experts in the field of digital and interactive marketing in Iraq, selected based on purposive sampling and the data saturation technique. The data collection tool is semi-structured in-depth interviews. For data analysis, thematic analysis and MAXQDA software were employed. The findings of the thematic network analysis revealed 6 organizing themes, 14 basic themes, and 58 primary codes as the components and categories of interactive content marketing with an emphasis on its role in shaping digital consumers’ purchasing decisions. The (organizing) themes were presented in 6 dimensions: strategic factors, consumer factors, brand factors, consumer value-creation attitude, content personalization strategy, and responsiveness and feedback. The results indicated that interactive content marketing, as an emerging and effective strategy, plays a significant and influential role in shaping and strengthening the purchasing decisions of digital consumers. Introduction In the current digital age, social networks have become one of the primary hubs for interaction, communication, and information exchange between businesses and consumers (Zamani et al., 2022). These platforms are not only used as a base for marketing and advertising but have fundamentally transformed the nature of marketing communications through their interactive capabilities (Bazi et al., 2020). Meanwhile, the concept of “Interactive Content Marketing” has emerged as a novel and effective strategy, capturing the attention of researchers and marketing professionals. Unlike traditional methods that were largely based on one-way message dissemination, this type of marketing emphasizes creating a two-way dialogue, encouraging active audience participation, and crafting personalized experiences. On the other hand, the consumer purchasing decision process, especially in the digital context, has undergone significant transformations (Lou & Xie, 2021). Today, digital consumers go through complex stages of information searching, option comparison, evaluating other users’ opinions, and interacting with brands in online spaces—particularly social networks—before taking action to buy. This process is not a simple linear sequence but rather a cyclical and dynamic path where the customer moves repeatedly between stages of awareness, consideration, evaluation, and action (Chang et al., 2025). This necessitates a deeper understanding of the factors influencing the formation of these decisions. Despite the increasing importance of interaction in virtual space, few studies have specifically examined the role of “interactive content” in shaping purchasing decisions within the context of developing markets like Iraq (Bianchi & Andrews, 2023). One of the concepts that marketers currently focus on regarding consumer consumption behavior is the creation of pleasant experiences and their impact on consumer behavior. Creating diverse experiences as a vital element in marketing strategies can create value and lead to a competitive advantage (Holliman & Rowley, 2024). The process of online shopping involves purchasing goods directly from the seller without intermediaries, which can be defined as the activity of buying and selling goods via the internet. Online shopping transactions provide customers with a variety of products and services, allowing them to compare these products with those of other intermediaries and select the best option (Daroch et al., 2021). In the Middle East region, and specifically in Iraq, the rapid expansion of internet penetration and smartphone usage has led to the emergence of a massive population of digital consumers who perform a significant portion of their daily activities—including searching for product information, interacting with brands, and shopping—through social networks. The Iraqi market, with its young and tech-savvy population, provides a dynamic environment for studying digital phenomena. Specific socio-cultural characteristics of this market, including the importance of word-of-mouth communication, trust in personal recommendations, and the strong role of family and community in decision-making, have made the potential of social networks and interactive content in influencing consumer behavior highly significant in this country (We Are Social & Hootsuite, 2024). Therefore, the present study seeks to answer the following scientific question: What is the interactive content marketing model with an emphasis on its role in shaping the purchasing decisions of digital consumers in Iraq? Theoretical Framework Interactive Marketing Interactive marketing is an innovative form of marketing in which audiences can engage and communicate with your content. In this approach, a brand provides a relevant and appropriate response based on the specific actions and movements of each customer and audience member. This method allows brands to act more creatively and tell more compelling stories, thereby attracting a larger audience. Unlike outbound marketing methods, interactive marketing creates an environment where customers and the brand can engage in a two-way dialogue (Lufkin, 2024). Zhu et al. (2026) investigated the design of a content marketing process model aimed at strengthening customer purchase intention. The results of this research indicated that to achieve modern marketing based on social media—characterized by two-way interactive dialogues and feedback reception (a many-to-many communication system)—organizations should prioritize these elements in their information dissemination, advertising, and health tourism marketing programs. Ahmadi alinoudehi et al. (2026) analyzed the dimensions and components of digital transformation management based on Artificial Intelligence (AI). The results of their study indicated that AI-based digital transformation management is designed within four overarching categories: “contextual requirements,” “digital infrastructure,” “digital transformation management process,” and “organizational capital.” These include 12 organizing categories: “ethical requirements,” “cultural requirements,” “organizational requirements,” “hard digital infrastructure,” “soft digital infrastructure,” “digital transformation management process,” “digital transformation planning,” “prototyping,” “learning,” “human capital,” “process capital,” “structural capital,” and “social capital,” comprising a total of 73 basic categories. Methodology In terms of objective, this research is applicable, and regarding its execution, it is qualitative. The adopted strategy is exploratory, and the chosen method is thematic analysis. The research population consists of 21 faculty members and experts in the field of digital and interactive marketing in Iraq, selected through purposive sampling utilizing the data saturation technique. The data collection instrument employed is semi-structured in-depth interviews. Research Findings Data analysis was conducted through the thematic analysis method and MAXQDA software. The findings from the thematic network analysis identified 6 organizing themes, 14 basic themes, and 58 primary codes as the components and categories of interactive content marketing, emphasizing its role in shaping the purchasing decisions of digital consumers. The organizing themes were categorized into six dimensions: strategic factors, consumer factors, brand factors, consumer value-creation attitude, content personalization strategy, and responsiveness and feedback. The results demonstrated that interactive content marketing, as an emerging and effective strategy, plays a vital and influential role in shaping and reinforcing the purchasing decisions of digital consumers. Conclusion The present study was conducted with the aim of designing an interactive content marketing model, emphasizing its role in shaping the purchasing decisions of digital consumers in Iraq. The results obtained from these findings are consistent with the research of Zhu et al. (2026), Ahmadi Alinoudehi et al. (2026), Jalalzadeh et al. (2025), Abolhasani Abrghan & Dadash Karimi (2025), Bagher Mosavi & Fadai (2024), Shakeri (2024), and Zamani et al. (2022). Notably, Zhu et al. (2026) demonstrated that to achieve modern marketing based on social media—characterized by two-way interactive dialogues and feedback reception (a many-to-many communication system)—organizations must prioritize these elements in their information dissemination, advertising, and health tourism marketing programs. Based on the research results, it is suggested that to reach the optimal state of marketing and customer loyalty, organizations should involve their employees across various fields and departments. The company should supervise and participate in business operations and the mapping of employees’ professional futures, while simultaneously pursuing competitive excellence in its programs.

Abstract Abstract The aim of this study is to design a sustainable consumption model in the health-based products market. The present study is applicable in terms of its purpose and qualitative in terms of its implementation method. The statistical population of the study includes 13 experts and specialists in the field of sustainable consumption, and the samples were selected using a purposive sampling method, and information collection continued until theoretical saturation. Data analysis in the qualitative section is performed using the data-driven method and MAXQDA software version 2020. The results of the research showed that the designed model, which includes causal conditions (attitude towards sustainable consumption, subjective norms, ethical commitment to sustainable consumption, consumer perception, values, social responsibility, sustainable consumption intention, and environmental awareness), contextual conditions (factors related to the marketing mix, environmental laws, political factors), intervening conditions (responsible consumption, sustainable consumption reduction behavior), category-centric, strategies (push marketing, sustainability incentives, use of celebrities, etc.), and consequences (life satisfaction, conservation of natural resources, health-oriented product purchasing behavior) were identified to explain the components of sustainable consumption in health-oriented products. Introduction Sustainable consumption behavior emphasizes the importance of reducing resource consumption and adopting circular economy principles to achieve sustainable development. By examining the impact of environmental awareness, hedonic and functional aspects on sustainable consumption and purchase intention, it can be concluded that environmental awareness has a significant impact on sustainable consumption (Khalid, M. et al., 2024). Today, companies and organizations are forced to include environmental protection issues in their activities in order to meet customer needs, act on social responsibility, and protect consumer rights (Emamgholi, 2011). It seems that lack of awareness of green products is the biggest obstacle to consuming such products (Teseng & Hung, 2017). By providing information and building trust in customers, a bond is created between the customer and the company, and this emotional bond with a place created as a result of the experience is effective on the individual's positive evaluation of that company and his behavioral tendencies in the future. (Yuskel et al., 2016) Another very important issue is that sustainable consumption, as a responsible approach to using resources, plays an important role in preserving the environment and improving the quality of life. With the increase in environmental challenges such as climate change, pollution and biodiversity loss, the importance of sustainable consumption has become more apparent than ever. Sustainable consumption is not limited to purchasing environmentally friendly products, but also includes everyday behaviors such as reducing waste, reusing goods, choosing sustainable food and reducing energy consumption. With increasing public awareness and global efforts, societies are seeking to adopt more sustainable practices to meet current needs while preserving resources and suitable conditions for future generations. However, the number of studies that specifically address the effects of sustainable consumption in various aspects is limited. On the other hand, most of the concerns of people in today's world and in our country are the health of the used products which cause less damage to the environment; and this doubles the importance of sustainable consumption in health-oriented products and explains the need to address this category. In fact, the main concern of the present study is the same, and an attempt has been made to fill the existing gaps and present a paradigmatic research model. Therefore, given the importance of the subject, an attempt has been made to address most of the aspects affecting sustainable consumption. Accordingly, the main issue of the present article is: How is the sustainable consumption model designed in the market for health-oriented products? Theoretical framework - Sustainable consumption Sustainable consumption includes the use of products and services that meet basic needs and improve the quality of life, while minimizing the consumption of natural resources, toxic substances, and the emission of waste and pollutants throughout the life cycle so that the needs of future generations are not jeopardized. At its core, sustainable consumption requires a change in consumer behavior, encouraging individuals and communities to make more environmentally conscious decisions. This includes reducing consumption of goods, choosing products with lower environmental impacts, and adopting practices such as recycling and reuse. The principle emphasizes the importance of consumers paying attention to the environmental footprint of their choices and moving them towards lifestyles that help preserve the environment. Sustainable consumption is not limited to individual choices, but also involves making systematic changes to production processes and supply chains to embed sustainability into the structure of consumer products and services (Khajuria, A & Verma, 2025). Some researchers consider sustainable consumption behavior as an act of voluntary convenience or anti-consumption (MoradiDehkordi & Barrani, 2022); while others define it as the adoption of green lifestyle activities. Diverse perspectives and explanations make sustainable consumption behavior a complex phenomenon to describe and predict. Some marketers and policymakers have emphasized the need to understand the social and institutional actions that may encourage the development of environmentally friendly behavior among consumers. Other studies have discussed the role of individual values ​​in influencing sustainable behaviors (Jain, 2021). In addition, the higher price of sustainable products compared to conventional options is another important factor in sustainable consumption. Given the associated economic challenges, the issue of affordability must be taken seriously. Local and major news media point to higher prices for eco-friendly products, and claims like “buying green is too expensive for the average consumer” are proposed, and consulting firms are examining why “today’s pricing is a barrier to sustainability.” While previous studies have shown that product price is a barrier to green purchasing, new research shows that not only consumers’ actual financial resources, but also their financial withdrawals predict sustainable consumption. However, consumers who follow plant-based diets actually spend less on food purchases than other consumers. Therefore, actual financial ability and withdrawals can have similar or different effects on consumer choices (Schnack, A. & Gan, C., 2024). Research Methodology This research is applicable in terms of purpose, and qualitative in terms of implementation. A purposive sampling strategy was used to explore the phenomenon under study. Given that the subject of presenting a sustainable consumption model in the health-oriented product market was to collect information, academic experts and university professors specializing in the field of consumer behavior who had published articles on this topic were consulted, and data collection continued until theoretical saturation was reached. In this research, semi-structured interviews were conducted with 13 participants from the aforementioned statistical population. Finally, the research data were analyzed through a coding process based on the systematic approach of Strauss and Corbin's data theory. In this method, the stages of data analysis were carried out through open coding, axial coding, and selective coding. Data analysis were carried out through coding the interviews in the 2020 MAXQDA software. Research findings In this study, considering the meaning of these codes, each has been categorized into a similar concept, and thus the research concepts were determined. The categories were written in the form of components based on the analysis of the interviews. The findings from this stage indicate that such a systematic and comprehensive study has not been conducted so far, and each of the studies has focused on a specific aspect and has not been presented in a comprehensive and systematic framework. The coding process consists of three stages: open coding, axial coding, and selective coding. The results of this study provide a model with 26 indicators in sustainable consumption. Factors include causal conditions (attitude towards sustainable consumption, subjective norms, ethical commitment to sustainable consumption, consumer perception, values, social responsibility, sustainable consumption intention, green management education, environmental awareness), contextual conditions (factors related to the marketing mix, environmental laws, political factors, political antecedents), focal category (sustainable consumption, health-oriented products), strategies (marketing, sustainability incentives, understanding economic models, green management education, sustainable identity formation, use of celebrities), consequences (satisfaction with life, purchasing behavior of health-oriented products, conservation of natural resources), and intervening conditions (responsible consumption, sustainable consumption reduction behavior) that explain the components of sustainable consumption in health-oriented products were identified. Conclusion The main result of this study is to provide a comprehensive model of sustainable consumption in the health-oriented products market. The results of this study indicate that using strategies in the field of sustainable consumption such as sustainable incentives, which include promoting simple procedures for sustainable consumption and training in creating business models based on sustainable consumption and using creative and intelligent strategies to attract customer attention, which ultimately results in things such as life satisfaction, conservation of natural resources (choosing products with the least environmental pollution, reducing greenhouse gases, reducing global warming due to the use of health-oriented products), and purchasing behavior for health-oriented products. The results of this study are consistent with the results of Kumar, S, & Yadav (2021), Simeone, M. et al., (2025), Abbasi & Rezaei (2017), Haung (2022), Milas Zewicz (2022), and Ambuli et al., (2022). The results of these factors showed that sustainable consumption attitudes and mental norms, and consumer perception have a significant impact on sustainable behavior and can play an effective role in marketing health-oriented products. Sustainable consumption behavior is influential in adopting appropriate strategies and actions; and background conditions such as supportive policies, integration of innovation policies, and environmental policies can provide a suitable platform for the activities of health-oriented product manufacturers in developing sustainable consumption. According to the present study, the following suggestions are presented: • Ethical consumerism training patterns • Granting bank loans to health-oriented product manufacturers • Availability of health-oriented products • Using creative and intelligent strategies to attract customer attention • Supporting local economy and innovation in sustainable consumption

Abstract Abstract The objective of the present study is to provide a model to explain the factors affecting the implementation of Electronic Customer Relationship Management (ECRM) with an emphasis on Artificial Intelligence (AI) components and its outcomes for banking customers. In terms of its objective, the research method is developmental-applicable; and in terms of its execution, it is a mixed-methods (qualitative-quantitative) study. The statistical population in the qualitative section includes 10 experiential and academic experts, and the statistical population in the quantitative section consists of 8 experiential and academic experts, selected through purposeful snowball and judgmental sampling methods. Data collection tools included semi-structured interviews in the qualitative section and an ISM questionnaire in the quantitative section. To analyze the findings, thematic analysis based on open, axial, and selective coding was applied in the qualitative section, while Interpretive Structural Modeling (ISM) and interactive matrices were employed in the quantitative section. Research findings indicated that the successful implementation of ECRM in banks is influenced by a set of key factors, including technological factors (IT infrastructure, data quality, AI tools), organizational factors (top management support, organizational culture, processes), and human factors (employee skills, technology adoption). Furthermore, the results indicate that the application of AI components in ECRM leads to a significant improvement in outcomes such as customer satisfaction, trust, loyalty, customer experience, and value creation. Introduction The digital initiatives of governments undertaken since the beginning of the last decade, coupled with the increasing penetration of the Internet in recent years, have led to a surge in the global digital population (this increase has been reported to be over 50% in the last decade) (Statista, 2020). The Internet has become a powerful tool for electronic customer relationship management (Almajali et al., 2022). As digital technology begins to blur the distinctions between data platforms, a relatively new field of science—namely, Electronic Customer Relationship Management (E-CRM)—is developing. Customers interact with companies through a variety of information channels, some of which are connected to Information and Communication Technology (ICT) applications via the Internet (Santy & Hardiyanti, 2019). Intense competition, increasing globalization, and rising consumer expectations have forced banks to provide the best possible services to their customers, both to retain customers and to increase financial profitability (Gul et al., 2025). As a result, the business model has shifted from being bank-centric to customer-centric. Product homogeneity has only added to the burden of the banking industry, becoming a major challenge for maintaining customer satisfaction and loyalty during a significant transition in technology and customer behavior. Banks utilize various ICT strategies to improve their customer relationships (Al-Dmour et al., 2019). The rapid expansion of digital banking has forced banks to transform their current strategy into an omni-channel strategy that includes the Internet, web, or physical branches (Shastri et al., 2020). Consequently, banks offer a wide range of digital products, including online banking, mobile banking, telephone banking, neobanking, self-service technology, and more. Every marketing campaign is primarily aimed at enhancing business profitability and developing and maintaining good customer relationships (Kotler & Keller, 2015). In managing a customer relationship system, it is necessary to analyze customer interaction data using appropriate tools. Today, these tools are developed and utilized through information technology capabilities. Therefore, to succeed in implementing a customer relationship management system, the factors affecting its implementation must first be examined and an appropriate model must be adopted. This will be addressed in this thesis through a mixed-methods (qualitative-quantitative) approach. Thus, the main question is formulated as follows: How can the factors affecting the implementation of Electronic Customer Relationship Management (ECRM) be explained, emphasizing artificial intelligence components and their subsequent outcomes for banking customers? Theoretical Framework Electronic Customer Relationship Management Electronic Customer Relationship Management (ECRM) is an online delivery system of sales, marketing, and service designed to identify, attract, and retain a company’s customers. The form of customer relationship management that is established through the use of information technology is referred to as Electronic Customer Relationship Management (Fuad & Abdullah, 2023). Artificial Intelligence Artificial Intelligence refers to the study of how computers can be made to perform tasks that humans currently perform correctly or better, and it is defined as the intelligence demonstrated by a machine or the computer science that attempts to create it (Zolghadr et al., 2025). Asadi et al. (2025) investigated the identification of primary elements and components affecting electronic customer relationship management, and their results showed that variables related to causal factors—including human, technological, and support factors—along with contextual factors such as cultural and industry factors, and organizational factors including organizational design and customer-related factors, were identified and categorized as influential variables on electronic customer relationship management; furthermore, satisfaction and loyalty were recognized as the outcomes of implementing electronic customer relationship management. Additionally, Emami et al. (2025) examined the design of an AI-based customer relationship management model in digital service marketing within the health tourism industry, where the research results indicated that causal conditions included market competition enhancement, relationship improvement, automated data analysis, and empowerment, while contextual conditions consisted of customer data management and intelligent services; moreover, intervening conditions included efficient planning, resource savings, and customer behavior management, while the strategies in the study involved solving integration problems, information management issues, and planning challenges, leading to outcomes such as increased customer satisfaction, improved financial strength, customer loyalty, and time savings, with structural equation modeling results demonstrating that the dimensions loaded well onto the research variables and provided an appropriate description of them. Research Methodology The research method, based on its objective, is developmental-applicable; and in terms of execution, follows a mixed-methods (qualitative-quantitative) approach. The statistical population of the study in the qualitative phase consists of 10 experimental and academic experts, and in the quantitative phase, it includes 8 experimental and academic experts selected by purposeful snowball and judgmental sampling methods. The data collection tool in the qualitative section is semi-structured interviews, while the quantitative section utilizes the Interpretive Structural Modeling (ISM) questionnaire. Research Findings To analyze the findings, thematic analysis based on open, axial, and selective coding was utilized in the qualitative phase, while the Interpretive Structural Modeling (ISM) method and interactive matrices were employed in the quantitative phase. The research findings revealed that the successful implementation of ECRM in banks is influenced by a set of key factors, including technological factors (IT infrastructure, data quality, and AI tools), organizational factors (top management support, organizational culture, and processes), and human factors (employee skills and technology adoption). Furthermore, the results indicate that the application of artificial intelligence components in ECRM leads to a significant improvement in outcomes such as customer satisfaction, trust, loyalty, customer experience, and value creation. Conclusion The present study was conducted with the objective of providing a model to explain the factors affecting the implementation of Electronic Customer Relationship Management (ECRM), with an emphasis on artificial intelligence components and their subsequent outcomes for banking customers. The results of this research are consistent with the findings of Asadi et al. (2025), Emami et al. (2025), Hosseinimanesh et al. (2025), Karimi & Mahmoodi Ranani (2025), Zolghadr et al. (2025), Shiri & Hassoumi (2024), Pousti (2024), Sahoo et al. (2024), Amin Ravan & Ferdous Makan (2023), Sarfarazi et al. (2023), and Fuad & Abdullah (2023). Karimi & Mahmoodi Ranani (2025) demonstrated that the adoption of artificial intelligence in e-commerce has a significant relationship with improving the business performance of small and medium-sized enterprises (SMEs). Furthermore, their research emphasizes the pivotal role of dynamic capabilities and entrepreneurial orientation in advancing AI adoption within the e-commerce sector, which in turn contributes to enhanced business performance; these results highlight the importance of developing technological capabilities and innovative approaches in SMEs to effectively exploit artificial intelligence and achieve growth and success. Given the dependence of intelligent ECRM on data and artificial intelligence, it is suggested that regulatory bodies facilitate the sustainable development of these systems by formulating transparent frameworks in the areas of privacy, AI ethics, and data security.

Abstract Abstract The primary aim of this study is to provide a comprehensive and systematic analysis of the complex relationship patterns among stakeholders within the artificial intelligence ecosystem of Iran’s automotive industry, and to precisely identify the loci of power concentration, interest misalignments, and potential capacities for strategic convergence. To this end, a mixed‑method (qualitative–quantitative) research design grounded in futures studies was employed. In the first phase, through a systematic literature review and expert panel consultations with industry and academic specialists, 48 key stakeholders along with their core objectives were identified. In the second phase, the required quantitative data were collected through standardized impact–influence matrices and actor–objective position matrices, and subsequently analyzed by the mathematical model implemented in the MACTOR software. The findings from the internal analysis indicate that the network structure is highly unbalanced; specifically, 66.7% of stakeholders fall within the “strategic isolation” quadrant, while the only actor positioned in a state of “mutual dependence” is the automotive manufacturing sector. Conversely, the external analysis reveals the formation of a powerful coalition within the industrial–governmental bloc (including automakers; the Ministry of ICT; the Ministry of Industry, Mine and Trade; and the military sector), primarily aligned around hardware‑driven objectives such as infrastructure development and data security. In contrast, actors such as media, universities, and civil society organizations exhibit minimal convergence with these strategic objectives. Introduction Today, artificial intelligence (AI) has emerged as a significant driving force across various industries (Soleymanpoor et al., 2025). This transformative technology plays a pivotal role, particularly in the automotive industry—a sector recognized as a leading economic engine in many nations. AI not only optimizes manufacturing processes and supply chains but also facilitates the design of innovative products such as autonomous vehicles and advanced driver-assistance systems (ADAS) (Tripathi et al., 2024). Furthermore, AI-driven smart after-sales services have enhanced customer satisfaction and operational efficiency (Mehta et al., 2024). Nevertheless, AI remains an emerging phenomenon within the automotive technological ecosystem; its sustainable development, involving diverse stakeholders with multifaceted objectives, necessitates rigorous investigation (Pourshahabi, 2023). Stakeholder interactions within technological ecosystems are critical dimensions of their development and success. These ecosystems comprise complex networks of relationships among organizations, individuals, and resources involved in the creation, production, and commercialization of new technologies (Tripathi et al., 2024). Deciphering these relationships—including the identification of key stakeholders, their goals, and their interaction patterns—is a fundamental necessity for managers and policymakers. Through a meticulous analysis of these relations, more effective strategies can be formulated for resource allocation, collaboration facilitation, and risk management (Khizar et al., 2025). Moreover, examining the structures and dynamics governing these ecosystems can foster open innovation, improve organizational performance, and enhance global competitiveness (Iglesias-Sánchez et al., 2022). Ultimately, managing stakeholder relations in technological ecosystems contributes to sustainable development and value creation for all participants (Li et al., 2022). Addressing stakeholder relations is essential because technological ecosystems represent interconnected clusters of agents collaborating to advance innovation and technological growth (Reiter et al., 2024). Understanding these relationships assists policymakers in leveraging the ecosystem’s full potential by creating efficient and effective policy environments (Grimm & Walz, 2024). Identifying the mutual interests and objectives of diverse stakeholders—including technology firms, academia, investors, and the government—enables the formulation of strategies that encourage collaboration and innovation while mitigating dysfunctional competition (Hayatmehr et al., 2025). In the contemporary era, the automotive industry has undergone a paradigm shift from a purely mechanical domain to a “software-centric” and “intelligent” industry. This transition is fraught with fundamental challenges and conflicts of interest among stakeholders. The current status quo reflects a “strategic rift” between the various layers of this ecosystem. On one hand, large automakers, characterized by traditional and bureaucratic structures, often resist the agile transformations necessitated by AI. On the other hand, the innovation landscape and AI firms face obstacles such as lack of access to automakers’ operational data, absence of sustainable cash flow, and a void of transparent regulatory standards. Consequently, these challenges have prompted the researcher to address the following core question: What is the nature of stakeholder relations within the AI ecosystem of Iran’s automotive industry? Theoretical Foundations Technology Ecosystem A technology ecosystem is a complex and multidimensional concept referring to a network of activities, actors, and technologies that operate in a coordinated and interdependent manner to generate innovation and create value (Hayatmehr et al., 2025). The origin of this concept dates back to the past two decades, coinciding with the growing attention of scholars and managers to the development and management of inter-organizational relationships and technology-driven activities. Specifically within the domain of digital technologies, the ecosystem concept is employed to facilitate innovation and entrepreneurship, benefiting from advanced developments such as blockchain and financial technologies (Hijriah et al., 2024; Kitsantas & Chytis, 2022). Soleymanpoor et al. (2025) examined the development of a model for identifying factors influencing the socialization of artificial intelligence technologies. Their study, applied in purpose and quantitative in method, was conducted as a descriptive–survey research design. The results indicated that both independent and dependent variables had a direct, positive, and statistically significant relationship. Rostam Zadeh Ganji et al. (2025) explored a model for developing cognitive trust among employees in the context of artificial intelligence. Their findings revealed that causal factors—including transparency, training and awareness‑building, ethical alignment, and the definition of shared roles and objectives—alongside contextual factors such as organizational culture and resources, as well as intervening factors like employee resistance and system complexity, all contribute to shaping cognitive trust. Additionally, strategies such as employee training and empowerment were identified as key tools for enhancing human–machine interaction. Research Methodology This study is applicable in purpose, and qualitative‑analytical in nature, employing a futures studies approach combined with stakeholder analysis. The core methodological framework is grounded in actor‑based analysis and designed using the strategic MACTOR model. To this end, key stakeholders and the strategic objectives of the artificial intelligence ecosystem in Iran’s automotive industry were initially identified through a systematic review of policy documents and relevant literature. Subsequently, the required data were collected by means of a specialized questionnaire and based on the insights of an expert panel comprising technical specialists, industrial managers, and policymakers selected through purposive sampling. The final analysis was conducted by constructing matrices of mutual influence and actor–objective positions (3MAO), enabling the extraction of levels of influence, dependency, and strategic coalitions among the actors. Research Findings The findings of this study indicate that the network structure is highly unbalanced, with most stakeholders positioned in isolation, while primary power and bilateral interactions are concentrated exclusively within the automotive manufacturing institutions. This configuration stems from a predominantly top‑down managerial orientation and limited cross‑sectoral collaboration. In fact, a strong coalition has formed among industrial, governmental, and defense‑related sectors, whose central focus is confined to hardware‑oriented and security‑driven issues, whereas academic, media, and civil stakeholders possess minimal influence within this ecosystem. Therefore, overcoming this condition requires governance mechanisms to be reformed through legal and economic incentives that would enable private‑sector and academic actors to integrate more effectively into the core of power and decision‑making. Discussion and Conclusion According to the findings of the influence matrix, although professional drivers operate within the operational layer, their direct impact on macro‑level policymaking is estimated to be zero. Nevertheless, their central objective is “reducing human error and increasing safety in long‑distance driving.” The analysis reveals that shareholders are among the most powerful economic actors. Their primary focus lies in “profit maximization” and “improving financial returns.” This result is fully consistent with the findings of Kanani et al. (2023) and Laskin & D’Agostino (2024), who argue that the main driver behind the adoption of artificial intelligence in the automotive industry in developing countries is not environmental concerns, but rather the reduction of operational costs and the enhancement of the financial attractiveness of automotive firms. The public expresses a diverse set of concerns, including “improving safety” and “data security.” The results show that society views AI as a tool for promoting fairness in mobility and reducing accidents. This perspective aligns with Karimlou & Zakeri (2020), who emphasized the role of “public trust” derived from enhanced safety. The findings also indicate that startups, due to their very low influence, have not yet secured their true position within the Iranian automotive industry. Their limited focus on “autonomous vehicle technologies” reflects the significant barriers to entering this highly exclusive market. This result corresponds with the concerns raised by Kolekar et al. (2021) regarding the “gap between innovative ideas and the production lines of large manufacturers”. Suppliers predominantly focus on “profit maximization” and “specialized human resources.” Automakers, with the highest overall scores, serve as the principal compass of the industry. They occupy leading positions across all indicators, including “profit,” “competitiveness,” and even “data security.” This concentration of power is consistent with Castells’ Network Society theory (2010), which posits that the central nodes of a network control the greatest flow of data and resources. Banks constitute key players in financing large‑scale AI projects. Their primary orientation toward “profit generation” and “infrastructure development” supports the premise presented by Kanani et al. (2023), who argued that without financial intermediary institutions, the transition from a traditional automotive industry to an intelligent one would face severe liquidity challenges. Technology companies, however, occupy a significantly lower‑than‑expected position within the ecosystem. Their limited emphasis on “infrastructure development” and “human resources” suggests that the technical sector has not yet been fully integrated into the value chain of large automakers. This finding markedly differs from the Karimlou & Zakeri (2020) model, in which technology companies (such as Tesla or NVIDIA) constitute the primary driving forces. Municipalities act as “urban infrastructure facilitators.” Their balanced focus on “supporting innovation” and “infrastructure development” illustrates the strong dependence of autonomous vehicle implementation on the progress of smart city initiatives. This result aligns with Kanani et al. (2023), who emphasized that without physical urban infrastructure—such as smart traffic lights—automotive AI alone cannot be effective. The Traffic Police (Law Enforcement) shows the highest level of concern regarding “safety” (and “human resources”). The findings suggest that this institution views AI as a tool for enhancing traffic discipline, which corresponds with the results reported by Kanani et al. (2023). The Environmental Protection Organization achieves the highest score on the “environmental protection” indicator. This is consistent with Murphy & Navani (2024), who argued that AI, through route optimization and reduced fuel consumption, represents one of the few viable solutions for alleviating pollution in large metropolitan areas. The Supreme Council of the Cultural Revolution primarily contributes to “foresight” and “cultural impact assessments”. Its emphasis on “human capital development” and “data security/privacy” reflects concerns about the ethical dimensions of advanced technologies. The Judiciary plays a vital role in “developing legal frameworks”, and is expected to become the primary stakeholder in addressing legal cases related to autonomous vehicles. This finding corresponds with the challenges discussed by Kanani et al.

Abstract Abstract The present study attempts to identify research gaps and new topics by analyzing and visualizing international research conducted on customer journey. This study is a descriptive one conducted using a systematic review method and was examined using a search term defined in the Web of Science database in the title of articles published in the period 1990-2023. After searching, screening, and qualitative evaluation of the studies, a final analysis was conducted on 241 articles and an in-depth analysis of the studies showed that most of the research in the field of customer journey is related to the year 2021. The information required to achieve the research objectives was explored using the software "VOS viewer" version 11.6.1; a software in the field of scientometrics. Maps were drawn and analyzed. The results of the word co-occurrence showed the most frequent words in this field. Also, according to the results of co-authorship, the countries that had the most scientific cooperation were identified. By examining the publication trend of articles, it can be seen that the field of customer journey has been on an upward trend. Also, the map of co-authorship of countries shows the isolated role of Iran among other countries. As a result, paying attention to the most and least active countries, words and researchers through scientometrics can reveal research opportunities and weaknesses in the field of customer journey process and illuminate the horizon of progress of Iranian researchers to shine their research results at the international level. Introduction The customer journey is defined as a process that the customer goes through in all stages and the touchpoints that constitute the customer experience; that is, as long as customers invest their resources (such as time, emotions or financial resources) in their brand interactions, their journey with the company will continue (Lemon & Verhoef, 2016). The customer journey explores the understanding of customers’ behavior, emotions, and motivations along the journey (Fallast & Vorbach, 2019). Understanding the distinct stages, customers’ encounters with an organization, and the factors that influence them is of considerable importance for any business that aims to increase customer orientation. These encounters are called touchpoints and refer to distinct entities such as places, people, or tools that customers encounter during their journey to purchase a product or service (De Keyser et al, 2020). The present study has dedicated its mission to reviewing published articles in the field of customer journey, which is one of the important and widely used areas of the management discipline, using scientific maps and providing scientometric analyses. A scientific map shows a spatial representation of the relationship between articles, terms, and their findings. Theoretical Framework Customer Journey The customer and his satisfaction are key issues that can lead to the advancement of a group in the current competitive world. In this regard, it is necessary and important to pay attention to what can be effective in increasing customer satisfaction more accurately and completely. Today, the quality of services and products and customer satisfaction during the customer journey have become the most important core of marketing; because they are the prerequisites for customer loyalty and cause repeat purchases. They can attract more customers and, by providing more specific services to users than their other competitors, witness greater loyalty and attract more customers. (Behrozi, 2022). The customer journey is a tool for understanding the behavior and motivation of customers when purchasing, and is also used to analyze customer paths in order to identify problems when providing services. By looking at the role of each customer journey, fundamental insights are gained into how customers use the service offerings, portfolios, programs offered, and touchpoints that exist (Mucz & Gareau-Brennan, 2019). Research Methodology The method of conducting the present study is fundamental in terms of orientation, as it seeks to find the intellectual paradigm of international researchers in the field of customer journey. The approach of the present study is inductive, as it goes from part to whole, and its formulation is quantitative. From the perspective of the purpose of the research, the exploratory approach dominates the research, which is carried out in a single cross-sectional manner. Based on this protocol, on 4/10/2023, a systematic study was conducted of all research articles published in the database (Web of Science) regarding the customer journey, which were published between 1900 and 2023, and the data analysis was carried out using the software (VOS viewer). In the Web of Science database, the initial search results included 404 articles, which were screened based on the researchers' scientific judgment in three stages. After screening and final analysis, 241 articles were analyzed. Research findings In the present study, according to Table 1, out of all 241 articles published by different authors, according to the Web of Science database report, an H-index of 44 was reported, which indicates the strength of the scientific credibility of the research conducted in the field of customer journey. Citation or use of scientific materials of an author by another author who has referred to it in his article or book indicates the high credibility of that article. Increasing referencing to a researcher also has a direct relationship with increasing the H-index of that researcher. The citation index in the present study, according to the Web of Science database report, is 5582. Based on the year of publication of the articles, Chart 2 shows that during the years 2011 to 2023, the research trend and growth of scientific production on this subject have been on an upward trend, and the number of articles in this field has grown significantly. In this study, it was found that many researchers are engaged in research on the subject of customer journey. In Table 3, ten authors who have published more research in reputable journals in the field of customer journey are shown. In the present study, the co-authorship network of researchers in the field of customer journey is drawn according to Figure 3. In this regard, for a more detailed understanding, the connections between authors who have scientific collaborations were identified through the Vis Viewer software, which are classified into 4 clusters, and each color in the image represents a cluster. In Figure 5; the network map, each circle represents a keyword analysis unit. The purpose of the present study in drawing this map is to understand the structure of the relationships between concepts related to the customer journey that have been used by the authors in the articles. In this way, by considering the main axis of each of the research conducted on the subject under study, in addition to identifying new concepts, it is possible to discover remote but important terms. The overlap map shows the relationship between terms associated with the research period. Figure 6 depicts the year-by-year trend of research conducted on the customer journey. Based on the navigation bar on the right side of the map, we can say that the yellow color represents new terms and the older terms are blue. In other words, keywords that are dark blue are related to articles published around 2018 and before, and conversely, yellow keywords are related to articles published around 2020. In the vocabulary overlap map, we can see that most of the map area has a green color tending to yellow. This indicates the growth of scientific research on the customer journey. Conclusion Statistics and figures show that in the field of customer journey in the business domain, the largest number of articles is about 61%, in the field of management, 50% of the articles are included, and there are articles in other fields as well; but to a lesser extent, which indicates that there is a long way to go for the development of customer journey in the field of health and medicine, which researchers have not yet reached. In the map of co-authorship of countries, 67 countries had published at least 1 article. Based on the results of this map, it was determined that the United States is known as the largest research center with the publication of 55 articles and 4107 connections. As mentioned, Iran does not have a place in this map. This indicates the lack of cooperation of Iran with other countries on the subject under study; of course, this result is not far-fetched considering the theoretical background. It is also ranked second by a small margin from the United Kingdom with the publication of 49 articles and 1295 connections. The trend of studies in this field showed that although the amount of research has increased continuously in the period under review, scientific production has increased significantly from 2011 to 2023; and in the year ending in 2021, the number of articles published has reached its maximum, and out of the 241 articles reviewed, 53 articles have been published, which indicates the research interests of scientists in this topic. The co-authorship network drawn from authors in the field of customer journey studies showed that the active and top authors in this field are Jaakkola, Elina\ Rauschnabel, Philipp A.\ Lemon, Katherine N\ Bonfanti, Angelo\ Verhoef, Peter C. In the network map, each circle represents a unit of keyword analysis, and by examining the aforementioned map, it can be seen that the words customer journey and customer experience are among the most frequently used words with 25 and 17 repetitions, respectively. In the word overlap map, the co-occurrence of words shows the relationship between terms associated with the research area. In recent years, concepts such as “consumers”, “identity”, “technology”, “strategy” and “augmented reality” have been in focus, while more recent concepts such as “customer journey”, “customer experience”, “satisfaction” and “impact” have become widespread (trending). In the maps of co-authorship network and co-authorship density of countries, it examines the countries active in the field of research on the subject of customer journey. According to the aforementioned map, it can be found that the United States, the United Kingdom, Australia, France, Norway, Finland and Sweden can be considered pioneers and founders in the field of scientific production. If researchers are willing to conduct research in this field, the least used keywords are an opportunity to do something new, and if they are willing to improve the citation index of their articles, choosing the most used keywords can provide them with this opportunity. Thus, this study has played a significant role in promoting knowledge in this field by introducing the emerging trend of scientific research in the field of customer journey. According to the findings of the research on international research and co-authorship maps of countries on the subject of customer journey, it is suggested that Iranian authors have scientific cooperation with other foreign countries, especially the United States and the United Kingdom, in order to improve both the position of authors among international authors and the position of Iran in the co-authorship map of foreign countries. Also, considering the results of the co-occurrence of words, it is suggested that researchers take advantage of emerging words in this field such as "customer journey", "customer experience", "satisfaction", and "consumption rate"; and thereby fill the existing research gaps. The most recent and emerging themes identified in the word co-occurrence maps should be tested through quantitative methods. The customer journey path should be analyzed in other reputable scholarly databases such as Google Scholar, Science Direct, and Scopus using other bibliometric and scientometric techniques.

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

Abstract Abstract The aim of this research is to design a data-driven human resources system deployment model using digital and intelligent tools in Tehran Blood Transfusion Organization. This research is fundamental in terms of its purpose, and mixed in terms of its implementation method (qualitative and quantitative). The statistical population in the qualitative section includes 15 academic experts and scholars, faculty members, and managers of the blood transfusion organization, selected by a purposeful and theoretical (judgmental) method. The statistical population in the quantitative section includes 700 active employees in the Tehran Blood Transfusion Organization, with a sample size of 196 people selected by a simple random method. The data collection tool in the qualitative section includes semi-structured interviews and in the quantitative section, a questionnaire. MAXQDA2020 software was utilized to analyze the findings in the qualitative section, and SPSS and SmartPLS software were utilized in the quantitative section. The results of the qualitative section showed that through axial coding, 44 initial codes were categorized into 22 axial codes that express the key and structuring concepts of the data-driven human resources system. The quantitative section analysis also confirmed that causal, contextual, intervening, and strategic factors significantly affect the establishment of the data-driven human resources system. Coordination between organizational structure, technology, and policies was proposed as a prerequisite for the success of data-driven decision-making and increasing human resources effectiveness. By presenting an integrated and data-driven model, this research highlights the role of digital and intelligent tools in improving human resources processes and strategic decision-making and can provide valuable practical and theoretical guidance for organizations on the path of digital transformation. Introduction Today, in the fast-paced and complex world of organizations, human resource management is recognized as one of the key factors for success. With the significant advances in digital technologies and artificial intelligence, this field is rapidly evolving, and organizations need data-driven management systems to remain competitive and respond to changing market needs (Okon et al., 2024). Data-driven HR refers to the accurate and targeted use of employee-related data to make management decisions based on real and analyzed information, not just experience or guesswork. This is especially important for organizations that play a vital role in the health of society, as optimal human resource management can have a direct impact on the quality of services and patient health (Conte & Siano, 2023). Therefore, the use of new technologies and the creation of a smart and data-driven system in the field of human resources have become a strategic necessity for organizations (Mujtaba, 2020). In this system, data related to various factors such as skills, job satisfaction, productivity, work history and even psychological factors of employees are collected and by analyzing them carefully, managers can gain a more comprehensive understanding of their workforce (Mateen et al., 2024). This understanding provides the basis for making strategic decisions such as optimizing human resource allocation, designing targeted training programs and predicting future workforce trends (Ajalli et al., 2023). Digital and intelligent tools include advanced human resource management software, big data analysis systems and artificial intelligence technologies such as machine learning and data mining, which enable the processing and analysis of very large volumes of data (Stankeviciute, 2024). These tools can identify hidden patterns in human resource data and predict various trends such as turnover rates, job satisfaction levels, or weaknesses in employee skills (Toghiani-Pezouh et al., 2025). In addition, smart technologies can automatically provide management suggestions and facilitate daily human resource processes. Using these tools in the Tehran Blood Transfusion Organization can increase the accuracy and speed of decision-making, reduce costs, and improve human resource productivity, while also allowing for faster response to environmental changes and organizational needs (Damnjanović et al., 2025). Conducting this research will not only help solve existing problems, but can also provide a usable and generalizable model for other similar organizations and help develop data-driven management in the field of human resources at the national level. Therefore, in line with this goal, the main question of the present study is: What is the design model for establishing a data-driven human resources system using digital and smart tools in the Tehran Blood Transfusion Organization? Theoretical Framework Establishing a Data-Driven Human Resources System Establishing a data-driven human resources system is a process in which an organization employs accurate and comprehensive data related to human resources, including performance information, skills, behaviors, and employee needs, to design, implement, and optimize human resource management processes (Rohmah et al., 2025). Khashi & Pourshahabi (2026) examined the design of a symbiotic optimization model of artificial intelligence and human capital in providing urban services to municipalities in Sistan and Baluchestan province. The findings showed that the final research model has a good fit and includes six main constructs including contextual factors, artificial intelligence components, human capital components, mediating factors, coexistence strategies, and desired outcomes. The strongest relationship in the model was observed between contextual factors and artificial intelligence components with a path coefficient of 0.98. This study presents a local model for optimizing human-AI collaboration in municipalities in underserved areas. Tizfahm Fard et al. (2026) examined the impact of digital technologies on the transformation of human resource management practices and its consequences on employee outcomes. Findings showed that causal factors including technology-driven leadership, managerial support for innovation, and a data-driven decision-making culture play a key role in facilitating human resource transformation. Contextual factors including organizational learning culture and employees’ digital literacy level provide the necessary platform for successful implementation of digital processes, while financial resource constraints, administrative rules, and employee resistance act as intervening factors. Strategies such as employee digital empowerment, cross-functional collaboration, and technological infrastructure development enhance employee productivity, satisfaction, and commitment. The study provides a comprehensive theoretical-practical framework that organizations can apply to effectively and sustainably implement human resource management practices by utilizing digital technologies. Research Methodology This research is fundamental in terms of purpose, and mixed in terms of implementation method (qualitative and quantitative). The statistical population in the qualitative section includes 15 academic experts and experts, faculty members and managers of the Blood Transfusion Organization, selected by a purposeful and theoretical (judgmental) method. The statistical population in the quantitative section includes 700 active employees in the Tehran Blood Transfusion Organization, with a sample size of 196 people selected by a simple random method. The data collection tool in the qualitative section includes semi-structured interviews and in the quantitative section, a questionnaire. Research Findings MAXQDA2020 software was applied to analyze the findings in the qualitative section and SPSS and SmartPLS software in the quantitative section. The results of the qualitative section showed that through axial coding, 44 initial codes were categorized into 22 axial codes that express the key concepts and structure of the data-driven human resources system. The quantitative analysis also confirmed that causal, contextual, intervening, and strategic factors significantly affect the establishment of a data-driven human resources system. Coordination between organizational structure, technology, and policies was proposed as a prerequisite for the success of data-driven decision-making and increasing human resources effectiveness. By presenting an integrated and data-driven model, this study highlights the role of digital and smart tools in improving human resources processes and strategic decision-making and can provide valuable practical and theoretical guidance for organizations on the path of digital transformation. Conclusion The present study was conducted with the aim of designing a model for establishing a data-driven human resources system using digital and smart tools in the Tehran Blood Transfusion Organization. The results of this research are in agreement with the results of Khashi & Pourshahabi (2026), Tizfahm Fard et al. (2026), Toghiani-Pezouh et al. (2025), Mujtaba (2025), Ghosh (2025), Liu (2025), Damnjanović et al. (2025), Iyer (2025), Toghiani-Pezouh et al. (2025), Ajalli et al. (2023), Bahari & Taheri Roozbhani (2023), Yang et al. (2021), Foroutan Eghlidi et al. (2021), Seyyed Naqavi et al. (2022), Zhang et al. (2025), Niu (2024), and Kambur & Yildirim (2023). Domestic research such as Mohammadi et al. (2022) and foreign research such as Okon et al. (2024), Owusu-Berko (2025), and Mateen et al. (2024) show that data-centricity increases the accuracy and speed of decision-making, reduces human biases, improves transparency and employee trust, enhances the effectiveness of human resource management, and ultimately creates a sustainable competitive advantage for the organization. These outcomes are realized when there is complete coordination between infrastructure, organizational culture, human capabilities, and supportive policies. Research suggestions based on the results include strengthening data-driven leadership through training managers, investing in smart technologies, prioritizing areas requiring data-drivenness, developing technology infrastructure and secure networks, explaining a transparent organizational structure, creating a data-driven culture, formulating data security and privacy policies, increasing organizational flexibility, managing change and reducing employee resistance, redesigning human resources processes with a data-driven approach, developing analytical skills and digital literacy, implementing predictive and prescriptive analytics, designing key performance indicators, and observing ethical principles in the use of data.

Abstract Abstract The aim of the current research is to identify the components of brand equity creation in Iran's garment industry. The research method is of a fundamental type with an exploratory purpose; and in terms of the implementation method, it is mixed (qualitative-quantitative). The statistical population in the qualitative section is made up of managers who are members of the Supreme Council of Iranian Clothing Brands, 16 of whom were selected based on the snowball method; and in the quantitative section, the statistical population is all customers who refer to Iranian clothing shopping centers, which due to the unlimited nature of the population, with Using Cochran's formula, 387 people were selected as the sample size by simple random sampling. Data collection was carried out by interviews in the qualitative part; and by a researcher-made questionnaire in the quantitative part, and the validity of the questionnaire was confirmed by the professors' confirmation method, and its reliability was confirmed by Cronbach's alpha. Coding, along with grand theory method was used in the qualitative data analysis; and SPSS and AMOS software in the quantitative part. According to the results obtained in this research, the four components of internal brand power, brand awareness, positive image of the brand, and perceived value are the most key components of creating brand value in Iran's clothing industry, and the obtained model has a good fit. Introduction In today's world, which is the world of consumerism, companies try to attract more audiences through different tricks, but in the end, it is the mind of the customer that determines the power of a brand and turns it from a simple brand to a brand (Rastgar et al., 2016). In other words, brand is a perceptual concept that is rooted in the realities of the product on the one hand, and expresses the perceptions and personal characteristics of the consumer on the other. In fact, the concept of brand is something beyond the product (Keller, 2012). Brands are defined by individuals, not companies. Because the inner feeling and perception of each person is different and in the end each person creates his own version of the brand; as a result, the brand is a completely relative concept that part of which is in the mind of the individual and other part in the mind of society (Moghaddam, 2023). Customers are the most important and fundamental source of brand value determination. If a company can imitate the production processes and product features, it certainly cannot imitate the positive experiences and memories of customers that have been obtained from years of buying and consuming products. Thus, brand equity helps companies gain competitive advantages, and creating, maintaining, improving, and preserving brand equity is one of the most privileged abilities of a brand manager. Therefore, the higher the value of a brand, the more loyal customers and fans it will have (Mohabbat Talab & Rezvani, 2018). On the other hand, the fashion industry is one of the growing industries that is constantly changing and evolving. Considering that we live in the age of information and communication, people can easily access the latest information in various fields, including fashion (Solomon, 2019). Identifying the components of the brand equity in any industry can, in addition to increasing the credibility and reputation of the brand, help to make the market more competitive, change the mentality of mistrust of goods made in Iran - which clothes are not excluded - and provide a basis for revising the incorrect macro-policies in support of Iranian quality products, so as to a big step be taken to develop and strengthen the national brand in the clothing industry. In this research, we are looking for an answer to the question: how to identify the components of brand equity creation in Iran's clothing industry? Theoretical Framework Brand equity The definition of the international marketing dictionary of brand equity defines the values, assets, funds and perceptions related to a product, service, or idea that are assigned to it and promoted by the creator of that product, service, or idea (Khalilnejad, 2021). After the correct implementation of branding and influence in the mind of the audience, the sum of the activities that lead to influence in the customer's heart and favor and customer's loyalty of the brand is called the brand equity (Hoseinzade & Baktash, 2018). Amiri & Rezaei (2023) investigated the analysis of consumer buying behavior influenced by awareness of sustainability in the fashion industry (case study: clothing industry). The results showed that the cognitive component including knowledge and awareness, the emotional component including emotions and feelings, and the behavioral component including the purchase decision; as dimensions of attitude towards the concept of sustainability, affect the purchasing behavior of fashion industry consumers in the field of clothing. Mohammadi et al, (2023) investigated the understanding of the phenomenon of brand courage in the fashion industry. The results showed that the model of brand courage phenomenon in the fashion industry includes five components: "brand-related features", "brand social actions", "advertising-related features", "competitor-related actions" and "customer-related actions". Research methodology The research method is of a fundamental type with an exploratory purpose; and in terms of the implementation method, it is mixed (qualitative-quantitative). The statistical population in the qualitative section is made up of managers who are members of the Supreme Council of Iranian Clothing Brands, 16 of whom were selected based on the snowball method; and in the quantitative section, the statistical population is all customers who refer to Iranian clothing shopping centers, which due to the unlimited nature of the population, with Using Cochran's formula, 387 people were selected as the sample size by simple random sampling. Data collection was carried out by interviews in the qualitative part; and by a researcher-made questionnaire in the quantitative part, and the validity of the questionnaire was confirmed by the professors' confirmation method, and its reliability was confirmed by Cronbach's alpha. Research findings Coding, along with grand theory method was used in the qualitative data analysis; and SPSS and AMOS software in the quantitative part. According to the results obtained in this research, the four components of internal brand power, brand awareness, positive image of the brand, and perceived value are the most key components of creating brand value in Iran's clothing industry, and the obtained model has a good fit. Conclusion The current research was conducted with the aim of identifying the components of brand equity creation in Iran's clothing industry. The results of this research are aligned with the results of Amiri & Rezaei (2023), Mohammadi et al, (2023), Taleghani et al, (2022), Yazdani Kachuei et al, (2022), Rezaeian & Asgari (2021), Azimi et al, (2021), Ghorbani dolatabadi et al, (2021), Khademi et al, (2022), Ishaq & Di Maria (2020), Beig & Nika (2019), and Molse et al, (2019). Ishaq & Di Maria (2020) showed that sustainability in brand equity is effective in reducing consumer cynicism and removing significant flaws in the current conceptualization of brand equity. According to the results of this research, the following suggestions are presented: It is suggested that the supporting roles of the government to implement the brand equity model in Iran's garment industry should be further investigated. It is suggested that the training needs of employees of Iranian clothing brands should be taken into consideration to improve the internal strength of the brand.

Abstract Abstract The aim of this study is to present a conceptual model for managing post‑purchase anomalies in the pharmaceutical industry (Case Study: Darou Mofid Iran Company). This research is applicabel in terms of outcome, qualitative in terms of data type, and developmental–exploratory in terms of purpose. The study population consists of experts in the pharmaceutical industry, among whom 15 individuals were selected as the sample through purposive sampling until theoretical saturation was reached. To ensure the validity of the research instrument, the opinions of professors familiar with the subject were used. Inter‑coder reliability was applied to measure the reliability of the interviews, and MAXQDA software was used for data analysis. The extracted model follows Strauss and Corbin’s paradigm model, addressing all its dimensions, including causal conditions, core phenomenon, contextual conditions, intervening conditions, strategies, and consequences. In the strategies dimension, the components include improving monitoring and control systems, increasing transparency and trust‑building, identifying and classifying customers, providing services tailored to the target community, strengthening interaction and continuous communication, and digitalizing processes and communications. In the consequences dimension, the identified components include increased trust, improved satisfaction, strengthened mental image, reduced complaints, increased loyalty, reduced hidden anomaly‑related costs, decreased overdue claims, improved supply chain, enhanced competitive advantage, and reduced product bundling. Introduction Today, the consumer is considered the key determinant of a company’s success or failure. Therefore, understanding and studying consumer behavior is of great importance (Seifi Shojaei et al., 2024). In the pharmaceutical industry, consumer behavior and the way individuals interact with pharmaceutical products after purchase represent a fundamental aspect of the performance of pharmaceutical and healthcare companies (Khaja Mansouri et al., 2024). Consumer purchasing behavior refers to the decision‑making process and the choices individuals make during the buying process (Shoa Kazemi et al., 2025). Given the current competitive environment in which companies seek to attract consumers and maintain their loyalty, paying attention to post‑purchase issues and managing the anomalies that may arise at this stage is essential (Azar et al., 2020). Post‑purchase anomalies refer to problems that consumers encounter after purchasing a product, which may negatively affect customer satisfaction, trust in the brand, and ultimately the credibility of pharmaceutical companies. Proper management of these issues requires careful and strategic attention (Khang et al., 2024). In addition, in this industry, managing relationships between distribution companies and pharmacies (business‑to‑business) as part of the pharmaceutical supply chain is critically important. Anomalies that occur in the post‑purchase stage between distribution companies and pharmacies can disrupt pharmacy operations, reduce final consumer satisfaction, and even lead to irreparable harm to public health. The role of distribution companies as a vital intermediary between manufacturers and pharmacies is highly significant, and failure to properly fulfill this role leads to challenges related to post‑purchase anomalies. Neglecting timely resolution of such issues can result in disruptions in patient access to essential medicines, bringing about severe socio‑economic consequences (Kuo et al., 2020). Studies conducted in Iran have predominantly focused on end‑consumer behavior, and deeper understanding of the complex interactions between distribution companies and pharmacies has been overlooked. To date, no comprehensive or localized framework has been proposed for explaining and analyzing the management of post‑purchase anomalies in the relationships between distribution companies and pharmacies in the pharmaceutical industry. This gap presents a serious challenge and underscores the need for further research. Moreover, previous research approaches have mainly examined the effects of variables such as customer relationship management, brand image, and digital marketing on purchasing behavior, while less attention has been paid to designing efficient managerial models for controlling post‑purchase anomalies. There is a strong need for studies that, through an exploratory and qualitative approach, systematically and deeply clarify the process of anomaly formation, managerial strategies, and their consequences. Therefore, the main question of the present study is: What is the model for managing post‑purchase anomalies in the pharmaceutical industry? Theoretical Framework Consumer Behavior Definitions of consumer behavior in the scientific literature are diverse; however, the American Marketing Association defines consumer behavior as “the study of the processes individuals and groups apply to select, purchase, use, and dispose of goods, services, ideas, or experiences.” This definition emphasizes that when making decisions, the consumer is not merely a passive buyer but an active agent influenced by psychological factors (attitudes, perceptions, motivations), social factors (culture, reference groups), and economic factors (income, price) (De Mooij, 2019). Post‑Purchase Anomalies “Post‑purchase anomaly” is a psychological state that arises after an important or high‑cost purchase decision is made regarding a product or service. This phenomenon is especially significant in marketing and consumer behavior because of its considerable impact on customer satisfaction, brand loyalty, and repeat purchase behavior (Kuo et al., 2020). Okok et al. (2024) examined the effect of marketing capability on the performance of pharmaceutical companies in Kenya. Their findings indicate that marketing capability has a positive and significant effect on the performance of pharmaceutical firms. The study emphasizes the necessity of using modern marketing techniques and paying close attention to customer feedback to enhance the performance of pharmaceutical companies. Sarafarazi et al. (2023) investigated the role of customer relationship management (CRM) quality and brand image in customer trust and loyalty. The results showed that high‑quality CRM and a strong brand image significantly increase customer loyalty in this industry. Research Methodology This study is applicable in terms of its outcomes, qualitative in terms of data type, and developmental‑exploratory in terms of purpose. The study population consists of experts in the pharmaceutical industry, from whom 15 individuals were selected as the sample through purposive sampling. Interviews were conducted with these experts until theoretical saturation was achieved. Research Findings To ensure the validity of the research instrument, the opinions of experts familiar with this field were utilized. To measure the reliability of the interviews, inter‑coder reliability was applied, and MAXQDA software was utilized for data analysis. The extracted model was developed based on Strauss and Corbin’s grounded theory approach, covering all elements of the model, including causal conditions, the central phenomenon, contextual conditions, intervening conditions, strategies, and consequences. In the strategies dimension, the study found that improving monitoring and control systems, enhancing transparency and trust‑building, identifying and classifying customers, providing services tailored to the target audience, strengthening continuous interaction and communication, and digitalizing processes and communications are the key strategic actions for managing post‑purchase anomalies in the pharmaceutical industry. In the consequences dimension, the results revealed that implementing these strategies leads to increased trust, improved customer satisfaction, a stronger brand image, reduced customer complaints, higher levels of loyalty, a reduction in the hidden costs associated with anomalies, a decrease in overdue receivables, improved supply chain performance, enhanced competitive advantage, and a reduction in product‑bundle selling practices. Conclusion The present study was conducted with the aim of presenting a conceptual model for managing post‑purchase anomalies in the pharmaceutical industry (case study: Darou Mofid Iran Company). The findings of this research are consistent with the results of previous studies including Okok et al. (2024), Pourheidari et al. (2023), Raman Akar Reddy (2023), Soltani (2023), Sarafarazi et al. (2023), Khosravi Laqb et al. (2022), Khojeh et al. (2022), Taherpour et al. (2021), Mohammadipour et al. (2021), Mousavi Nasab et al. (2021), Lob et al. (2020), Khankhiro et al. (2021), Kuo et al. (2020), Majd et al. (2020), Mirnezami et al. (2020), Asadi et al. (2019), Hult and Sharma (2019), Fatemi Moghaddam (2016), and Pujari et al. (2016). Okok et al. (2024) demonstrated that marketing capability has a positive and significant impact on the performance of pharmaceutical companies. Their study emphasizes the necessity of employing modern marketing techniques and paying close attention to customer feedback in order to improve the performance of pharmaceutical firms. Based on the results of this study, several suggestions are proposed for future research. These include examining the impact of digital transformation on operational processes and transparency in the pharmaceutical industry with a focus on analyzing its effects on anomaly management, as well as investigating the role of customer relationship management systems in increasing customer satisfaction and managing anomalies through a case study in the pharmaceutical industry.

Abstract Abstract The present study aims to provide a model for developing employee cognitive trust in artificial intelligence. The statistical population of this study includes senior managers of companies in Tehran province, 17 of whom were selected as samples using non-probability purposive sampling. This study was conducted with a qualitative approach and using grounded theory. In-depth semi-structured interviews were used to collect data, and data analysis was performed using open and axial coding methods. Interviews continued until data saturation and were then analyzed using MAXQDA 2022 software. The results show that there are16 subcategories in the form of six classes: the causal factors include transparency, education and awareness, ethical compliance, and defining common roles and goals, are among the factors that help strengthen employee trust. Contextual factors are organizational culture and resources; and intervening factors are employee resistance and system complexity. Strategies include employee training and empowerment as key tools in improving human-machine interactions. Ultimately, the outcomes of this process include AI adoption, improved human-machine interactions, and increased organizational performance. The results of this analysis emphasize the importance of creating transparency, reducing system complexity, and improving employee understanding of the mechanisms and benefits of AI to increase cognitive trust. Introduction The creation of value through digital technologies depends on users’ trust in these technologies. Trust in this context is recognized as a key factor for the acceptance and utilization of new digital technologies. Numerous previous studies have examined the relationship between the transparency of AI systems and human trust in this technology and have obtained mixed results. Some studies have reported a positive relationship. For example, transparency in music recommendation systems can increase user trust (Mehrotra et al., 2024). Given the significant advances in the field of artificial intelligence, how employees interact with these technologies and the level of trust they have in them has become one of the key challenges in workplaces. Cognitive trust is recognized as one of the fundamental pillars in human-machine relationships, which is based on employees’ rational and logical assessments of the capabilities and competencies of artificial intelligence systems. This type of trust has a great impact on decision-making processes, group collaboration, and overall organizational performance (Lukyanenko et al., 2022(. Cognitive trust in artificial intelligence is of great importance because employees need to be confident in the capabilities of artificial intelligence so that they can benefit from it in their decision-making processes and in performing their tasks. Research has shown that when employees trust the capabilities of artificial intelligence systems, their acceptance and effective use in workplaces increases. This trust is particularly important in environments where AI is used as a decision-making support tool (Yu & Li, 2022). Consequently, developing and strengthening employees’ cognitive trust in AI in the workplace, especially given the technical and psychological complexities of this technology, is a key pillar in the process of its effective adoption and use. Given the existing evidence and new research, it is clear that transparency, continuous training, and performance-appropriate assessments of AI can help increase this trust. Thus, a more accurate understanding of how cognitive trust affects employee interactions with AI can not only lead to improved productivity and job satisfaction, but also generally facilitate decision-making processes and improve organizational performance. Therefore, future research should examine these components in more detail and provide more practical models for improving cognitive trust in interactions with AI. The present study seeks to answer the question: what is the model for developing cognitive trust in AI? Theoretical Framework Artificial Intelligence and Trust in Organizations Artificial intelligence, sometimes called machine intelligence, refers to the intelligence displayed by machines in various situations, which is in contrast to the natural intelligence in humans (Bagheri et al., 2024). The use of AI in organizations can generate great value and significantly improve the productivity and effectiveness of organizational performance. In particular, AI can improve the accuracy of recommender systems, gain user trust in these systems, and provide a better user experience (Cicek et al., 2025). Employee Cognitive Trust Cognitive trust is one of the main pillars in organizational relationships that is formed based on employees' rational assessments and conscious analyses of the capabilities, honesty, and predictability of others' behavior. In contrast to affective trust, which is based on emotions; cognitive trust focuses more on competence and professional capabilities (Cicek et al., 2025). In fact, this type of trust is formed when people evaluate the capabilities and honesty of others through rational evidence and previous experiences. Research has shown that cognitive trust has a significant impact on job performance and team interactions and, in complex organizational situations, plays a fundamental role in reducing conflicts and promoting cooperation (Rajabi-Farjad & Atapour, 2021). In various theoretical models, cognitive trust typically includes the dimensions of competence, honesty, and predictability. Competence refers to an individual's ability to perform tasks, integrity refers to fair and ethical behavior, and predictability refers to employees' expectation that others' behaviors will be predictable in different situations (Choudhury, 2022). These dimensions simultaneously affect the formation and strengthening of cognitive trust in workplaces. Research Methodology The present research approach is qualitative and its strategy is based on grounded theory. At the heart of this method, a systematic approach was used to achieve a paradigmatic model. The statistical population of this study included all senior managers of companies in Tehran province; consultants in this field, and academic experts. The sampling method was non-probability purposive sampling and snowball sampling. Research findings 17 interviews were analyzed. In the open coding stage, 613 initial concepts were reduced to 90 primary open codes and 45 secondary open codes after reviewing the data and merging similar concepts. In the second stage of axial coding, secondary codes were classified based on their relationship to similar topics and placed into 16 subcategories (components). In the last stage of open coding, the previously obtained components or subcategories were placed into more abstract categories or categories based on similarities, conceptual connections, and common characteristics between open codes and concepts. In the axial coding stage, the components obtained from the open coding stage were linked together in the form of causal conditions, pivotal phenomena, contextual factors, intervening factors, strategies, and consequences in a paradigmatic pattern. It should be noted that due to the length of the open coding stages, only secondary open codes are referred to for each category. Conclusion The findings of this study indicate that employee training and empowerment are key tools in improving human-machine interactions, which ultimately include the adoption of artificial intelligence, improving human-machine interactions, and increasing organizational performance. At the causal level, a set of key components were identified that provide the context for the formation of cognitive trust. Transparency and explainability of AI performance play an important role in the correct and reassuring understanding of employees, because users trust them more easily when they are aware of how the systems make decisions. The enabling factors also have a profound impact on the formation or weakening of this type of trust, as cultural and organizational contexts. A learning, collaborative, and technology-oriented organizational culture facilitates the faster adoption of new technologies and trust in AI systems. In addition, organizational resources, including expert human resources, budget, technical infrastructure, and senior management support, are factors that, if present, facilitate the path to trust building and, if absent, are considered an obstacle to it. In line with ethical compliance and preventing bias, the results of the study also showed that employees trust AI systems more to use accurate and transparent data for decision-making and also to comply with ethical rules and principles. According to the results of the study, the following suggestions were made:  Designing formal and informal communication platforms such as inter-unit meetings, organizational social networks, and collaborative software to facilitate effective communication between employees and different department  Establishing standard information security frameworks and implementing data quality controls periodically to ensure the accuracy, completeness, and updating of information used in decision-making  Designing user-friendly user interfaces and providing training on working with intelligent systems for employees, so that understanding, controlling, and predicting system behavior is simple and reliable for humans

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

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

Abstract Abstract The aim of this research is to identify the factors affecting the energy market ecosystem (Case Study of the Iranian Electricity Market). The research method is applicable-exploratory in terms of its purpose, and qualitative in terms of its implementation method, based on the data-based method. The statistical population of the research includes 22 market management experts, as well as energy industry activists. The sample size was carried out using the purposive sampling method and the snowball method, and the interviews continued until theoretical saturation. Semi-structured interviews were used to collect information. The data-based method and Maxqda software were used to analyze the data. According to the findings, the concepts in the subcategories include: causal conditions (power grid instability, non-integrated governance); background conditions (energy exchange, power plant capacity money (generation) and technology, modularity, shared production and trust, cooperative stability); Intervening conditions (governance organizations/policymakers, production and consumption core, production cycle completers); strategies (decentralization, orchestration, energy pricing, new development investments, diversified financing, foreign energy trade and win-win self-regulation); and consequences (network, ecosystem attractiveness, multi-dimensionality of low-cost and network interactions and multiple satisfaction (governance, business, social) and development synergies and increased regional power). Introduction Today, ecosystems are developing and becoming widespread as a new method of value creation with an approach to creating shared and focal value resulting from the performance and cooperation of different institutions (Ghods et al., 2023). Most businesses have paid attention to ecosystems in their macro strategy in two ways: creating their own business ecosystem or connecting to existing ecosystems. In the organizational literature, the term ecosystem was first used in business by James Moore in 1993. He described an ecosystem as “a complex network of interconnected businesses that depend on and feed off each other to deliver value to their customers, end users, and key stakeholders. This concept reflects the emergence of business environments that are characterized by co-evolution and complexity, which is in contrast to the traditional hierarchical organizational forms that have dominated markets and industries for many years. Recently, there have been efforts to systematize the understanding of ecosystems (Jacobides et al., 2018). Jacobides & Lianos (2021) consider ecosystems as communities of cooperating companies that collectively produce a good, service, or solution and co-evolve their products under a common vision that requires the creation of a specific structure of relationships and alignment to create value.” Mitleton-Kelly (2003) consideres that an ecosystem consists of organizations and companies that both affect and are affected by it. Due to the breadth of the meaning, multiple interpretations of this concept have been made according to the need and type of its function and application. Platform ecosystems are one of the definitions of the ecosystem in the literature (the definition intended for this study). In this ecosystem, a company uses a platform to utilize the capabilities of other companies as a complement to create a specific value. In this case, the ecosystem is a model and method of organization (Jacobides et al., 2018). Electricity, as a key infrastructure, plays a prominent role in economic growth and development. Sustainable electricity supply is a prerequisite for growth (KHosravani et al., 2023). This research aims to identify the dimensions and provide a framework for the B2B platform ecosystem in the electricity market, providing a tool for organizations in this industry to become aware of creating or joining an ecosystem. The results of this research can help increase the literature in this field, as well as fill existing gaps and provide practical solutions in this field. Therefore, the main research question: What are the factors affecting the energy market ecosystem? Theoretical Framework Ecosystem The concept of ecosystem emerged from biological sciences and generally means “an interactive system created between living organisms and the environment in which they live” (Jucevičius & Grumadaitė, 2014). In fact, an ecosystem is considered an environment in which different factors exist and interact with each other (Abdi et al., 2023). Ghavidast Kouhpayeh et al. (2024) examined the role of blockchain technology in creating trust in customers in the marketing ecosystem. The results of the present study showed that trust resulting from transparency arising from blockchain technology is able to have significant effects on various financial and non-financial outcomes for businesses that use this technology in their marketing ecosystem. Mir et al. (2024) examined the design of an entrepreneurial ecosystem model in a university with a knowledge-based approach. The results in the qualitative section showed that 67 initial codes, 11 basic themes and 5 constructive themes in the main clusters of infrastructure and support (2 themes), technology and knowledge integration (2 themes), education and culture (3 themes), policy and planning (2 themes) and integrated management (2 themes) were identified and the relationships between them were drawn and presented in the form of a paradigm model. The results of the quantitative section showed that 5 indicators and 11 components with factor loading, average variance extracted and high convergent validity (0.4), Cronbach's alpha coefficient and composite reliability (0.7), and high t-significance coefficients (1.96) were confirmed, and the model has a strong fit. Research Methodology The research method is applicable-exploratory in terms of its purpose, and qualitative in terms of its implementation method, based on the data-based method. The statistical population of the research includes 22 market management experts and energy industry activists. The sample size was determined using purposive sampling and snowball method, and the interviews continued until theoretical saturation was achieved. Semi-structured interviews were used to collect information. Research Findings The data-driven method and Maxqda software were used to analyze the data. According to the findings, the concepts in the subcategories include: causal conditions (power grid instability, non-integrated governance); contextual conditions (energy exchange, power plant capacity money (generation) and technology, modularity, shared production and trust, participatory stability); intervening conditions (governance organizations/policymakers, production and consumption core, production cycle completers); Strategies (decentralization, orchestration, energy pricing, new development investments, diversified financing, foreign energy trade, and win-win self-regulation) and consequences (network attractiveness, ecosystem attractiveness, multi-dimensionality of low-cost and network interactions, and multiple satisfaction (sovereignty, business, social), and synergistic development flows and increased regional power). Conclusion The present study was conducted with the aim of identifying the factors affecting the energy market ecosystem (case study of the Iranian electricity market). The results of this study are in line with the research of Ghavidast Kouhpayeh et al. (2024), Mir et al. (2024), Suuronen et al. (2023), Bonina & Eaton (2023), Wecht et al. (2021), Gawer (2021), Hadad et al. (2021), Hein Andreas et al. (2020), and Aulkemeier et al. (2019). Suuronen et al. (2023) introduced digital business ecosystems as networks of shared value creation and the importance of digitalization in how organizations collaborate and compete in the current era, and identified the opportunities and challenges that these ecosystems create by providing a systematic review of the prerequisites, challenges, and benefits of DBEs. According to the research results, the following suggestions were made: Creating ecosystems as new organizational types and alternatives to traditional organizations and management methods requires a change in the thinking, outlook, and performance of influential managers. Based on the research findings, creating ecosystems basically requires creating new paradigms such as decentralization, transferring activities to the private sector, non-interference in buying and selling processes, and eliminating rent and monopoly. At first glance, this seems to be very difficult and complicated, but it is one of the requirements of B2B platform ecosystems and plays an important role in its fundamental formation. The independence of actors must be accepted and the role of guidance should be performed by the government and the government instead of control and policymaking instead of mediation. Providing new capital attraction platforms as a factor for the continued health of the energy ecosystem should be considered. Investment facilities, the challenge of exchange rate and its fluctuations and its allocation, lack of incentive for private sector investment due to lack of profitability, return on investment, contractual attractiveness, high investment costs of power plants and facilitating laws including the Electricity Industry Barrier Removal Law, new and attractive investment models and attraction of foreign capital are among the important factors on investment in an electricity energy ecosystem that should be given special attention. Governance and the government will play the most important role in this category.

Abstract Abstract The aim of this research was to present a local model of health tourism in the Ministry of Health, Treatment and Medical Education. This research is applicable in terms of purpose, and qualitative in nature, with an exploratory approach implemented based on the strategy of grounded theory and focusing on the systematic approach of "Strauss and Corbin". The required data were collected through in-depth and semi-structured interviews with 15 health experts, tourism strategists and relevant senior managers. The selection of participants was carried out through purposive sampling and continued until the stage of theoretical saturation. The data analysis process was carried out in three stages of open, axial and selective coding by the MAXQDA18 qualitative analysis software to ensure accuracy and transparency in extracting categories. The research findings led to the extraction of a paradigmatic model that showed that the local model of health tourism is based on a set of causal, contextual, intervening factors, strategies and consequences. In the causal factors section, components such as quality of medical services, tourism infrastructure, natural factors, transportation, organizational factors, globalization of health services, and destination security were identified. Contextual factors also included changes in health costs, transition to health supersystems, attraction of health tourists, and patient experience. The main strategies included institutional coordination, international marketing, national branding, and promotion of Iranian tourism. Finally, economic, social, infrastructural, and international consequences were extracted for this model. Introduction Today, growth and development are considered the goals and aspirations of every country and society. Different societies are trying to provide the basis for sustainable growth and development by identifying their capabilities in different fields and by utilizing them appropriately. One of the areas that has received attention from different societies in recent decades for investment in growth and development is the field of tourism (zhang et al., 2023). Tourism as an industry has various potential areas for investment. One of the new areas in tourism that has the potential to invest and generate income for growth and development is health tourism, which is considered one of the most profitable and competitive industries in the world (Heung et al., 2021). For this reason, many governments at the macro level are interested in benefiting from the economic benefits of this industry, and increasing competition has begun between different countries, especially developing Asian countries, to attract health tourists (Zhao et al., 2024). Health tourism or medical tourism is extensive and includes quality health care services as well as some other facilities such as better accommodation, shopping, and sometimes recreational facilities. In fact, health tourism is a form of tourism that includes all natural and cultural resources, rehabilitation and sports activities, facilities and places with services related to the health and treatment sector and the tourism sector to serve people who travel for physical and mental health reasons (Cha et al., 2024). Nowadays, people travel for health as well as fitness, well-being and relaxation, and in response to this growing demand, countries, healthcare providers and hospitality and tourism organizations are striving to offer a wider range of medical, health and wellness tourism experiences (Zhong et al., 2021). In countries like Iran, which have good healthcare infrastructure in many areas such as dentistry, cosmetic surgery, infertility treatment and traditional medicine; health tourism can be considered as a valuable economic opportunity to attract foreign exchange earnings and create employment. However, to exploit these opportunities, strategies are needed that are specifically dedicated to this industry (Jabari Nezhad esfahlan, Divsalar & Hoseini Ghoncheh, 2022). Iran will become one of the main health tourism hubs in the region based on its 20-year vision development goals in 2025. Iran should use its capabilities in the health care industry to benefit from the benefits of health tourism, and is currently among the world's leading countries in medical science such as stem cells and spinal cord injury repair. Also, in the field of infertility, invasive radiology topics of the kidney and liver are able to compete with advanced countries in the world. There are no extensive studies in the field of health tourism in Iran, and comprehensive identification of the enablers of medical tourism in Iran and evaluation of their relationships and effects on each other seems necessary. Understanding the above, the main research question is: What are the factors shaping the indigenous health tourism model in the Ministry of Health and Medical Education? Theoretical foundations Health tourism Health is one of the inalienable rights of all human beings. Almost in the middle of the last century and at the beginning of the work of the World Health Organization, world thinkers emphasized that health is not just the absence of disease, but the enjoyment of complete mental, physical, social and spiritual well-being as the definition of health in past centuries was accepted and agreed upon by thinkers (Emami et al., 2025). The term health tourism was proposed by Goodrich in 1991 and then began to spread in American and English universities (Monroy-Rodriguez et al., 2025). Health tourism is a trip designed to maintain and maintain the physical and mental health of an individual on a regular basis (Fernando et al., 2023). Rastegari et al. (2025) conducted a study entitled "Health Tourism Destination Branding in Yazd Province Medical Centers". The findings of the study indicate the need to pay attention to infrastructure factors, cultural factors, and economic factors in the form of the health tourism destination country variable, tourism factors and destination city branding factors, and advertising, sales promotions, brand communities, and public relations in the form of communication tools variables, as well as doctors and nurses, medical center employees, and managers in the form of human resources variables, and medical equipment and facilities and services in the form of product or service variables. Farzinmehr et al. (2025) conducted a study entitled "Investigating the Presentation of a Marketing Model in the Line of Health Tourism with an Emphasis on Medical Equipment". The findings showed that economic and policy factors indirectly affect marketing development through infrastructure and service quality. Research Method The present study is applicable in terms of purpose, and qualitative in nature, with an exploratory approach conducted thrugh the data-based theory with the systematic approach of "Strauss and Corbin". The main goal of this approach is to identify and explain the processes, relationships, and interactions effective in forming the indigenous health tourism model in order to ultimately provide a theoretical framework for explaining and analyzing this phenomenon. The research population included specialists and experts in the field of health tourism who had executive and decision-making backgrounds in related organizations and institutions and were known as "informed experts". Sampling began purposefully and continued until theoretical saturation was achieved. In total, 15 in-depth semi-structured interviews were conducted with experts in the field of health tourism. The interview protocol was also designed based on a review of the research background, document review, and consultation with experts; and the validity of the questions was also approved by the experts. Before the interview began, the research objectives and questions were sent to the participants, and a brief explanation of the research topic was provided at the beginning of each session. With the consent of the interviewees, the interview process was recorded and the key points of each session were simultaneously noted. The average time for each interview was about 45 minutes. Data analysis was conducted based on a systematic approach of grounded theory and by MAXQDA18 software, and included three stages of open, axial, and selective coding. In the open coding stage, after several times of studying and organizing the interview text, initial concepts were extracted and similar codes were categorized into initial categories. Then, a title appropriate to the content of the codes was selected for each category. In the axial coding stage, the relationship between the axial category and other categories was determined in the form of a paradigmatic model. Finally, in the selective coding stage, the central category was extracted and the relationships between other categories were explained in the form of a final model. Research findings The findings of this study led to the design of a local model in the Ministry of Health, based on which the quality of services and specialized infrastructure were identified as the main drivers (causal conditions). The results showed that adopting strategies such as national branding and inter-institutional coordination, under the influence of political and legal intervening conditions, can lead to the key outcome of developing currency and promoting health diplomacy. This model, relying on the patient experience and the developments of health supersystems, offers an integrated path for the transition from traditional management to a comprehensive health tourism system. Discussion and Conclusion Analysis of the research findings shows that the identified causal conditions (including service quality, technological infrastructure, natural attractions, security, and organizational factors) constitute the hard core and main driving force of the model. These factors directly affect the “perceived value of the destination” and ultimately the “intention to choose Iran” by international patients. These results are fully consistent and harmonious with the new approach to medical tourism in the world. The present study confirms the fact that today, health tourists, beyond simply receiving treatment, are looking for a set of “quality, security, and a unique experience”. This finding is consistent with the results of zhao et al. (2024) studies that emphasize the simultaneous role of medical expertise and smart infrastructure in attracting tourists. The contextual conditions in this study represent the specific context and environmental characteristics that affect the implementation of health tourism strategies. These conditions, which include changes in health spending trends, the transition to smart supersystems, a focus on patient experience, and diversification of services, provide a context in which Iran can emerge as a strategic destination. The analysis of the findings shows that the underlying conditions emphasize “creating economic advantage” and “improving patient-centered standards.” These results are in line with the new developments in the global health industry; because in the new paradigm, the success of a destination is not limited to treatment alone, but also depends on the “digital ecosystem” and “cost management.” Changes in health spending trends indicate the impact of the “medicalization of society” and the growth of the share of health in GDP on tourism demand. The findings of the study are in line with the study of Chowdhary & Majumdar (2025) who consider changes in health behaviors and increasing costs as a driver for the search for affordable options in developing countries. In fact, the price gap between countries is the main factor that has led to the formation of this pattern in the Ministry of Health. The emergence of new technologies such as digital medicine and remote monitoring forms the modern platform for health tourism. This finding is fully consistent with the study of Zhao et al. (2024) on the role of artificial intelligence in the future of medical imaging and health services. The transition to these intelligent systems reduces the physical distance between international doctors and patients and strengthens trust in cross-border treatments. Intervening conditions in this study include macro-environmental variables that influence the selection and implementation of strategies. These factors, which are categorized into three areas: political, legal, and economic; can act as “facilitators” or “structural barriers” In fact, these conditions determine to what extent Iran's potentials (causal factors) can be realized in the real world. The analysis of the findings shows that the intervening conditions emphasize "system resilience" and "stability of implementation procedures". These results are in line with the theories of strategic management in the field of health; because in international markets, even with the best medical services, sustainable development will not be achieved without legal and diplomatic supports. Coordination between the government, banks and medical centers acts as a catalyst for the implementation of the model. This finding is consistent with the structural model of Mansour et al. (2023) that emphasizes inter-institutional interaction. The existence of comprehensive plans and order in processes reduces implementation barriers and makes the partnership between travel agencies and medical centers that you have brought in the codes productive. The research findings are in line with the study of Chowdhary & Majumdar (2025). Strategies in This research is a set of targeted and planned measures that the Ministry of Health and relevant institutions use to manage and develop health tourism. These strategies, which include structural coordination, scientific branding, and smart marketing, are actually considered a "roadmap" for transforming Iran's potential into tangible economic and medical outputs. Analysis of the findings shows that the strategies emphasize process integration and marketing intelligence. These results are in line with modern tourism management models in the world; because in the present era, traditional marketing has given way to "holistic management" and "digital branding based on trust". This category is consistent with the findings of Chowdhar & Majumdar (2025).

Abstract Marketing has reached a point of transformation where adopting digital trends is essential.Although this seems to put a lot of pressure on marketers,in reality,all automated systems and applications that are based on digital tools require special attention to digital marketing in businesses.The present study was conducted with the aim of analyzing the path of the designed model from the impact of causal conditions to the consequences of digital marketing in businesses active in the Mashhad leather industry.The present study is applied in terms of purpose and descriptive-survey in terms of data collection.The statistical population of this study is all people active in the leather industry,whose number is unknown.The sample size was determined based on the formula of 5to10 times the items in the questionnaire and using a non-random method available to 247people.The data collection tool in this study was a researcher-made standard questionnaire.Cronbach's alpha was used to verify the reliability of the questionnaire,and confirmatory factor analysis was used to verify the validity of the questionnaire.The values obtained indicate the verification of the reliability and validity of the questionnaire.In addition,divergent validity was also confirmed,and data analysis was performed using the structural equation modeling method and smart pls software.The research findings showed that causal conditions have a significant impact on the pivotal phenomenon of digital marketing in the leather industry.The pivotal phenomenon has a significant impact on the underlying conditions,intervening conditions,and strategic factors in the digital marketing of the leather industry.Strategic factors have a significant impact on the outcomes of digital marketing of the leather industry.The results indicate that organizations must move in line with current science and portray innovation and creativity in the world of digital marketing to achieve customer satisfaction.

Abstract Abstract The purpose of this research is to provide a model to identify the role of social communication capital and the ability to take advantage of international business opportunities. The research method is applicable in terms of purpose, mixed (qualitative-quantitative) in terms of execution method, and descriptive-survey in terms of nature and method. The statistical population of the research in the qualitative part includes 17 experts from the country's petrochemical industry, and in the quantitative part, it includes 108 experts from the international trade department of the petrochemical industry; selected by a simple random sampling method. Data collection in the qualitative part was carried out by semi-structured interviews; and in the quantitative part by the questionnaire. Qualitative data analysis was done using the method of theme analysis and coding and MAXQDA software, and in the quantitative part, it was done using SPSS and Smart PLS software. In the qualitative section, 90 open codes and 14 categories were identified. In the quantitative part, confirmatory factor analysis was used to examine the validity of the identified elements and components of the model of the role of social communication capital in the ability to take advantage of international business opportunities in the petrochemical industry. The results of the research showed that the model of the role of social communication capital in the ability to take advantage of international business opportunities in the petrochemical industry has two main factors and their indicators. This model consists of indicators that are the core and heart of this model. Also, the GOF index was obtained 0.44, which indicates the good fit of the model. Introduction The variety of needs and demands, and the change in the pattern of production and consumption and, as therefore, life as a result of significant advances in technology have made it impossible to live within the borders of a country, so that internal border relations have turned into international relations in a very broad sense, and even the  disappearance of these borders is also expectable. Different nations with different cultures, policies and economic and social conditions need to exchange goods and services to meet their diverse needs. Due to these new conditions and new needs, different societies have started trading with other countries and at this time opportunities have been created to increase commercial activities. Among these opportunities, we can mention export, non-oil export, and joint cooperation (Ahoei, 2019). International business opportunities are the possible opportunities that organizations face due to their presence in foreign markets (Muzychenko, 2008). Various factors can contribute to its non-development. In this research, social communication capital is one of the factors whose role is investigated in using international business opportunities. Social capital or social bonds that are placed in different cultural contexts are important and valuable resources that bring the meaning of identity to people's minds. This type of identity concept will give them a positive emotional experience (Shan & Tian, ​​2022). Social capital is a comprehensive concept that takes into account the social aspect of human interaction and enables access to the resources of members of the association or network due to their membership in the association (Christy et al, 2022). Social capital refers to the characteristics of social organization such as trust, norms, and networks that can improve the efficiency of society by facilitating coordinated actions (Salisua et al, 2019). Therefore, this research aims to take an effective step in the direction of improving social communication capital and consequently empowering the performance of the country's petrochemical industry. As mentioned, today's organizations are under the influence of factors such as increased global competition, sudden transformations, the need for quality and after-sales services, and the existence of limited resources and under a lot of pressure. After years of experience, the world has come to the conclusion that if an organization wants to be a leader in its economy and business affairs and not lag behind in the field of competition, organizations must be empowered and be able to use this empowerment in line with practical action. Therefore, in this research, we are looking for an answer to this question: how to identify the role of social communication capital and the ability to take advantage of international business opportunities? Theoretical Framework Social capital Social capital refers to features of social organization such as trust, norms, and networks that are able to improve the efficiency of society by facilitating cooperative actions. It is stated that social capital can be simply defined as the existence of a certain set of norms with informal values ​​that the members of a group with cooperation among them, share in it (Alwani, 2015). International marketing opportunities Internationalization is a step-by-step process of international business development, whereby a company is increasingly involved in international business operations through specific products in selected markets. To adapt the organization to the needs and preferences of customers, marketing knowledge is required to be created and disseminated among functional departments within an organization (Muzychenko, 2008). The export company must acquire the necessary and complete knowledge of the international marketing environment in order to increase the possibility of its success. The marketing environment includes forces that directly and indirectly affect the performance of the organization. For an organization, changes in the marketing environment create uncertainty, threats, and opportunities (Alaghehmand Shandi & Joybari, 2023). Mahmoudi & Pourshahabi (2023) investigated the effect of the value of financial intelligence on the risk-taking of Zahedan National Bank employees with the mediating role of social capital. Analyzing the model and carrying out structural equations showed that financial intelligence with the mediating role of social capital cannot affect employees' risk taking. Also, the results showed that financial intelligence has a separate effect on the two variables of risk-taking and social capital. Alaghehmand Shandi & Joybari (2023) investigated ethical challenges and opportunities in international business: a look at ethical values ​​as the most important assets of international businesses. The results show how ethical values ​​can be considered as the most important assets of international businesses. Some of the main ethical barriers in international business include corruption, unfavorable working conditions, and lack of respect for human rights. Also, some of the opportunities in international business include strengthening cultural connections, observing ethical principles in business relationships, and promoting transparency and accountability. Finally, this paper concludes that adherence to ethical values ​​can serve as a competitive advantage for international businesses and help local and global communities to improve. Research methodology The research method is applicable in terms of purpose, mixed (qualitative-quantitative) in terms of execution method, and descriptive-survey in terms of nature and method. The statistical population of the research in the qualitative part includes 17 experts from the country's petrochemical industry, and in the quantitative part, it includes 108 experts from the international trade department of the petrochemical industry; selected by a simple random sampling method. Data collection in the qualitative part was carried out by semi-structured interviews; and in the quantitative part by the questionnaire. Research findings Qualitative data analysis was done using the method of theme analysis and coding and MAXQDA software, and in the quantitative part, it was done using SPSS and Smart PLS software. In the qualitative section, 90 open codes and 14 categories were identified. In the quantitative part, confirmatory factor analysis was used to examine the validity of the identified elements and components of the model of the role of social communication capital in the ability to take advantage of international business opportunities in the petrochemical industry. The results of the research showed that the model of the role of social communication capital in the ability to take advantage of international business opportunities in the petrochemical industry has two main factors and their indicators. This model consists of indicators that are the core and heart of this model. Also, the GOF index was obtained 0.44, which indicates the good fit of the model. Conclusion The current research was conducted with the aim of providing a model to identify the role of social communication capital and the ability to take advantage of international business opportunities. The results of this research are in agreement with the results of Mahmoudi & Pourshahabi (2023), Alaghehmand Shandi & Joybari (2023), Shariatnejad et al, (2023), Tajpor et al, (2022), Troise et al, (2020), Noruzi et al, (2019), and Pinho (2016). Noruzi et al, (2019) showed that social capital in a specific market and social capital at the international level have a direct and positive effect on taking advantage of business opportunities; on the other hand, social capital at the international level has a positive and meaningful effect on social capital in a specific market. According to the results of the research, the following suggestions were presented: Based on the research findings and confirmation of the effectiveness of inter-organizational cooperation, it is suggested that the training of human resources and empowerment in the field of inter-organizational cooperation in the organization should be included in the organization's programs, and increase employees' knowledge of different cultures through training courses and holding scientific meetings and scientific journals and... so that employees believe in it and respect it in the work environment.

Abstract Abstract The purpose of this research is to identify and prioritize the organizational capacities effective on the brand positioning of food companies. The research method is applicable in terms of purpose, and qualitative in terms of execution method. This research is based on interpretative philosophy, inductive approach. The statistical population of the research includes 13 senior managers and marketing and sales managers active in the food industry, and sampling was done in a targeted manner. Semi-structured interview was used in this research. To collect and analyze data, data-based theory was used, and in the analysis, MAXQDA 2020 software was used to code the interviews, and the analysis hierarchy technique (AHP) was used for ranking. The results showed that a total of 164 primary codes were categorized into 20 categories. The value of Kappa index was calculated as 0.743, which is at the appropriate level of agreement. Delphi results were conducted in two rounds, and no questions were omitted in the second round, which is a sign of the end of the Delphi rounds. Also, the difference between the two stages was reported to be smaller than the low threshold (0.8). In the following, fuzzy hierarchical analysis was used for the final ranking. The results of this analysis showed that the consequences with a weight of 0.293 ranked in the first place, followed by strategies with a weight of 0.268 in the second place, contextual factors with a weight of 0.249 in the third place, the interventionist with a weight of 0.165 in the fourth place, causal factors with a weight of 0.154 in the fifth place, and the central category with a weight of 0.007 in the sixth place. Introduction Today, the expansion of similar products, multiple choices, globalization and intense competition force manufacturers to differentiate their products from competitors, and create value for their buyers. In a market where products are becoming more and more compatible, a strong brand may be the only feature that differentiates products from competitors. In this regard, the food industry has faced increased competitive pressure due to the entry of current and new competitors in the global food industry market (Lomer et al, 2018; Yu et al, 2018). Brands are invisible and intangible assets and represent a type of value that provides an opportunity for higher pricing (valuation) as well as more receipt from customers for the company's goods and services (Iyer et al, 2018). Researchers believe that in order to properly understand the brand, attention should be paid to the recognition and evaluation of the company's brand capacities, which emphasize intangible aspects, because companies shape their brand position based on their capacities. Using the approach of organizational capacities as a new approach of strategic management and influenced by the interest-based approach in the field of brand provides the possibility of presenting a coherent and strategic framework to brand management (Asaadi Kavan et al, 2021). Effective capacity building can lead to the strengthening of mutual communication and cooperation of the government, institutions, organizations, communities, groups and individuals. Capacity building refers to a tool through which the community or individuals can consolidate their position which creates an enabling environment with specific and legitimate policies and frameworks for communities, especially rural communities. Capacity building is used as a tool to support issues related to social and human structures, a social planning tool and a tool for empowerment (Molodi et al, 2022). Based on this, the current research is looking for an answer to this question: How is the identification and prioritization of organizational capacities effective on the brand positioning of food companies? Theoretical Framework brand A brand is not only a symbol that distinguishes a product from others, but also includes all the features that come to mind when a buyer thinks of that brand. These characteristics are the objective, abstract, psychological and social characteristics of that product (Xiangbo et al, 2021). Capacity Building Capacity and capacity building are defined as the ability of individuals, groups, institutions and organizations to meet needs and solve problems over time. The capacity of the organization includes the management of knowledge resources and processes. The concept of organizational capacity building is a relatively new concept in management and organization literature. Capacity building is the ability of the organization to develop management, strengthen and improve its plans and strategies to achieve the goals of capacity development, a targeted approach and a professional treasure in order to stimulate guidance, strengthening, liberating, shaping and growing capacities beyond existing capacities (Farajollahi, 2017). Yallka et al, (2022) investigated customers' perceptions of brand positioning of luxury fashion brands from mobile marketing: evidence from communication channels and multiple marketing. Their model conceptualizes four dimensions of customers' perceptions of their mobile marketing journey that can drive customer engagement and purchase behavior. This integrated model offers attractive avenues for further research on the effects of multiple mobile marketing and communication channels and the perceptions of luxury fashion consumers.  Miri et al, (2022) investigated the relative role of Seroqual components in brand positioning of Persepolis and Esteghlal football teams in Tehran. They came to the conclusion that Seroqual components had a positive and significant impact on the branding of Tehran Persepolis and Esteghlal teams. According to the findings, the requirement for the sustainable development of the brand of Esteghlal and Persepolis football teams in Tehran is to focus on improving the Seroqual quality and its components, which can ultimately lead to the establishment and consolidation of the brand of these teams in the minds and hearts of the fans. Research methodology The research method is applicable in terms of purpose, and qualitative in terms of execution method. This research is inductive approach based on interpretative philosophy. The statistical population of the research includes 13 senior managers and marketing and sales managers active in the food industry; and sampling was done in a targeted manner. Semi-structured interview was used in this research. Collecting data, first extracting the theoretical literature, records of the problem, and the research subject, through the library study method, and then the data-based theory and hierarchical analysis technique were used to collect and analyze the data. Research findings For data analysis, MAXQDA 2020 software was used to code the interviews; and Analytical Hierarchy (AHP) technique was used for ranking. The results showed that a total of 164 primary codes were categorized into 20 categories. The value of Kappa index was calculated as 0.743, which is at the appropriate level of agreement. Delphi results were conducted in two rounds; and no questions were asked in the second round, which is a sign of the end of the Delphi rounds. Also, the difference between the two stages was reported to be smaller than the low threshold (0.8). In the following, fuzzy hierarchical analysis was used for the final ranking. The results of this analysis showed that the consequences with a weight of 0.293 ranked in the first place, strategies with a weight of 0.268 in the second place, contextual factors with a weight of 0.249 in the third place, the interventionist with a weight of 0.165 in the fourth place, causal factors with a weight of 0.154 in the fifth place, and the central category with a weight of 0.007 in the sixth place. Conclusion The current research was conducted with the aim of identifying and prioritizing organizational capacities effective on the brand positioning of food companies. The results of this research are in line with the results of Yallka et al, (2022), Miri et al, (2022), Asaadi Kavan et al, (2021), Biesenthal et al, (2019), Rasuli et al, (2018). Recognizing and paying attention to the individual characteristics and preferences of customers in relation to the required services is also an issue always occupied the minds of managers and employees of organizations that provide services and products. Saturation of markets, intensification of competition, and changes in customers' tastes and needs have faced large stores with many challenges in their activities. With the rapid growth of department stores in recent years, the department store industry has become very competitive; therefore, new methods are needed to manage such businesses. The increasing acceleration of changes in the environment around organizations due to the continuous change in the needs of customers has caused the formation of competition in the market to meet the needs of customers. In this regard, there is no doubt that those stores will achieve success that identify the needs of customers in the shortest possible time and respond to them in the fastest possible way. According to the research results, the following suggestions were made: Having a strategy and defining long-term, medium-term and short-term goals and vision not only defines the direction of movement, the way of resources allocation and other frameworks, but also provides a suitable basis for measuring the organization's performance. Knowledge should be considered as a vital factor for survival and competition and creating a serious attitude in the field of using intra-organizational networks, which allows the organization to benefit more and more from the advantages of transformation management, the ability to compete, create innovation and productivity in line with new investment, and customer attraction.

Abstract Abstract The purpose of this research is to investigate the effect of communication quality and brand image on customer loyalty with the mediating role of customer satisfaction. The current research is applicable in terms of purpose, descriptive-survey in terms of nature, and causal type. The statistical population of this research is the customers of Islamic Bank of Afghanistan. The sample size was determined using Cochran's formula of 384 people and the samples were selected by simple random sampling. In order to collect data, questionnaires of quality of communication by Chin et al., (2014), brand image by Moutinho (2011), customer loyalty by Amin et al., (2011), and customer satisfaction by Jamal Nasser (2002) were used. Their validity was confirmed by academic experts, and their reliability through Cronbach's alpha coefficient. In order to analyze the data, the structural equation technique was used through Smart PLS statistical software and SPSS software, and also a statistic called VAF was used to determine the intensity of the indirect effect through the mediator variable. The findings of the research showed that the quality of communication had a positive and significant effect on the loyalty of Islamic Bank of Afghanistan customers and that the brand image had an impact on customer loyalty. Also, the quality of communication was confirmed on customer satisfaction. Brand image had a greater effect than other components on customer satisfaction of Islamic Bank of Afghanistan, and also customer satisfaction had a positive and significant effect on customer loyalty. The results of the research showed that the quality of communication and brand image with the mediating role of customer satisfaction has a significant effect on the loyalty of Islamic Bank of Afghanistan customers. Introduction In recent years, with the major changes occurred in the business environment, only those organizations can continue to exist that have made the main focus of their activities on improving the quality of communication, increasing satisfaction, and sustaining customer satisfaction. It should be mentioned that mere customer satisfaction is not enough; and efforts should be made to create loyalty among them. Creating customer loyalty is not only a goal in marketing, but also considered an important basis for achieving a competitive advantage (Machado et al; 2022). On the other hand, the quality of communication can be mentioned among the factors affecting customer loyalty. Communication quality is known as a set of intangible values ​​that lead to expected long-term relationships between parties. The quality of communication helps companies in establishing basic communication with customers and maintaining them (Dahliani et al; 2021). Another factor affecting customer loyalty is brand image. The brand is considered one of the most valuable assets of any organization and the activities of the organization affect the brand and the perception of consumers and the image they have in their minds of that organization (Deylami Moezzi, 2022). In fact, it is the brand image that is in the mind of the consumer, not the factories where the products are made (Hong, 2012). According to the mentioned cases, customer satisfaction occurs when the perceived performance of the product or customer service meets their expectations. Indeed, it is widely agreed that customer satisfaction can lead to customer loyalty (Leclercq et al; 2022). One of the tools that today's business owners equip themselves with is to improve the quality of customer relationship management; the more the quality size of communication maintained, the more leads to the customer's loyalty. The quality of communication and customer satisfaction is one of the factors affecting customer loyalty. Brand images carry different meanings with themselves that affect customer loyalty. Islamic Bank of Afghanistan, as one of the largest commercial banks in Afghanistan, has an effective presence in the domestic, regional and global markets of Afghanistan by designing and creating new services with the aim of creating value for customers, especially valuable customers. This research seeks to answer the question that to what extent the quality of communication and brand image with the mediating role of customer satisfaction can affect customer loyalty. Theoretical Framework The quality of communication with the customer can reduce the insecurity experienced by the customer, which increases the customer's trust and confidence, and will affect the interactive relationship between customers in the future (Vize et al; 2016). According to Porter (1985), brand image is a mental image, reflecting the way a brand is perceived, which includes all elements of identification, product or company personality, and emotions and associations evoked in the consumer's mind (Onyancha, 2013). Loyalty is defined as a deep determination to return and support a preferred preference. It is providing value to customers through their services and products and showing curiosity to fulfill their demands or even create a relationship with customers (AL-JANABI, 2022). Researchers consider customer satisfaction psychologically as a feeling that is obtained as a result of comparing the received product specifications with the needs and desires of customers and social expectations regarding the product (Azandariani & Arya, 2022). Lubis et al., (2022) in a research entitled the effect of the quality of corporate communication and services on customer loyalty and satisfaction in Islamic banking. Their data were analyzed using the partial least squares structural equation model analysis technique. The results have shown that the quality of communication has a positive and significant effect on customer loyalty. Putra et al., (2020) in an article entitled the effect of service quality and brand image on customer loyalty with customer satisfaction as a mediating variable: the case study of Berri Bank, Jakarta Kamayuran branch. The results of the findings of this study have shown that the effect of service quality and brand image plays a role on customer satisfaction; and the effect of service quality and brand image on customer loyalty. Research method The current research is applicable in terms of purpose, survey-analytical in terms of implementation method, and causal type. The statistical population of this research is the customers of Islamic Bank of Afghanistan. According to the statistical population of the research, the size of the population is assumed to be unlimited; and according to Cochran's formula, 384 people were randomly selected as a statistical sample. To test the hypotheses and analyze the data, structural equation modeling method with partial least squares approach and PLS Smart version 3 software were used. In order to collect data, authentic questionnaires of communication quality (Chin et al., 2014), brand image (Bain Moutinho 2011), customer satisfaction (Jamal Nasser 2002), and customer loyalty (Amin et al., 2011) were used. Findings SPSS and PLS software were used to check research hypotheses and data analysis. The results showed that the quality of communication has a positive and significant effect on the loyalty of Islamic Bank of Afghanistan customers. This means that the value of the path coefficient between the two variables is 0.243, which indicates that the communication quality variable explains 24.3% of the changes in the loyalty of the customers of Islamic Bank of Afghanistan. The results of the second hypothesis showed that the path coefficient between the two variables is 0.233, and it confirms that customer loyalty explains 23.3 percent of the changes in the brand image of Islamic Bank of Afghanistan. According to the results of the third hypothesis, the path coefficient between the two variables is 0.316, and this is confirmed by the fact that customer satisfaction explains 31.6% of the changes in the communication quality variable of Islamic Bank of Afghanistan. The results of the structural model test regarding the fourth hypothesis indicate that the brand image has a positive effect on the customer satisfaction of Islamic Bank of Afghanistan. The path coefficient between the two variables is 0.497, which indicates that customer satisfaction explains 49.7% of the changes in the body image variable of Islamic Bank of Afghanistan and has been assigned the first rank; the obtained result shows that the brand image plays an important role plays a role in the formation of customer satisfaction. Regarding the fifth hypothesis, the results showed that the path coefficient between the two variables is 0.451, and this is confirmed by the fact that customer satisfaction explains 45.1% of the changes in the communication quality variable of Islamic Bank of Afghanistan. In relation to the intensity of the effect of the mediating variable of "customer satisfaction", the mediating role in the effect of communication quality on loyalty was ranked last in terms of mediating; that is, customer satisfaction plays a mediating role in the effect of communication quality on customer loyalty of Islamic Bank of Afghanistan. Determining the intensity of the indirect effect through the intermediary variable of the statistic is equal to 0.368; which means that 36.8 percent of the effect of communication quality on customer loyalty of Islamic Bank of Afghanistan is explained through the indirect effect of the mediating variable of customer satisfaction. And also in relation to the effect of the intensity of the mediating variable "customer satisfaction" on the effect of brand image on customer loyalty of Islamic Bank of Afghanistan, it has been ranked first; therefore, the mediating role of customer satisfaction variable in the effect of brand image on customer loyalty of Islamic Bank of Afghanistan is confirmed. The intensity of the indirect effect through the mediator variable was equal to 0.799; therefore, 79.9 percent of the effect of trust in the brand on the loyalty of Islamic Bank of Afghanistan customers is explained through the indirect effect by the mediating variable of customer satisfaction. Conclusion This research was conducted with the aim of investigating the effect of communication quality and brand image on customer loyalty with the mediating role of customer satisfaction in Islamic Bank of Afghanistan. According to the obtained results, the present research is consistent with the results of Putra et al., (2020), Lotfi et al., (2022), Khan et al., (2022), Lubis et al., (2022), Najmudin et al., (2022), Al-Bashayreh et al., (2022), Syahfudi & Ruswanti (2015), and Putra et al., (2020). The results showed that quality communication increases customer loyalty and connects them to the bank and its services, and the quality of communication leads to consequences such as: increasing the share of purchases, maintaining the relationship, developing future interactions, word-of-mouth advertising, and loyalty. On the other hand, if the brand image is reliable, customer loyalty will increase as well, and also the brand image plays an important role in the formation of customer satisfaction. As much as the banks provide services according to the demands of their customers, the customers' satisfaction increases as well, and customer' satisfaction affects the brand image, and brands are associated in the minds of customers, and finally, the brand image increases customer loyalty. According to the research results, the following suggestions are provided: To improve the quality of communication with customers, it is suggested that banks establish mutual communication with their customers, which occurs when the receiver and the sender of the message continuously exchange roles. It is suggested that banks improve their banking services and identify the path of customer satisfaction in order to develop their service strategy in this direction, and also deal with customer problems and have a good and friendly relationship with their customers. It is suggested that banks introduce their brand accurately and honestly in social networks and media, and share informative and effective content to create this mindset in customers.

Abstract Abstract The purpose of this research is to provide a comprehensive framework for improving the export performance of small and medium Iranian companies. According to its purpose, the research method is applicable, and in terms of implementation method, it is mixed (qualitative-quantitative), and descriptive-correlative in nature. The statistical population in the qualitative section includes 20 academic experts in the field of export, chosen by judgmental and snowball sampling methods; and the statistical population in the quantitative section includes 217 people from all personnel of small and medium export companies in Tehran province, chosen by simple random sampling. Data collection tools include semi-structured interviews in the qualitative part, and researcher-made questionnaires in the quantitative part. Fuzzy Delphi method was used in the analysis of qualitative part data, and SPSS and Lisrel software were used in quantitative part. The statistical results showed that 78 variables (open codes) are effective in penetrating international markets, and statistically, all of them are effective. There are 33 factors influencing international market penetration, and all of them are statistically significant. The final components and dimensions of the model of the influencing components of penetration into the international market were identified after applying statistical tests (confirmatory factor analysis). According to the research model, penetrating the international market includes 5 dimensions, 33 components, and 75 indicators; and compared to the initial research model including 5 dimensions, 33 components, and 78 indicators; 3 indicators were removed in the final model and the rest of the components and dimensions were confirmed in the final model while having a suitable working load. Introduction The issue of competitiveness is one of the basic issues for which there are various criteria to evaluate. Competitiveness can help policymakers to evaluate the country's foreign trade situation. Competitiveness means the possibility of achieving a suitable position and stability in a regional market. Creating and supporting small and medium enterprises is one of the basic priorities in economic development programs in many developed and developing countries. Small and medium enterprises play an important role in creating employment and providing a suitable platform for innovation and increasing exports (Asgari, 2019). Small and medium industries are the backbone of the economy and have created more than half of employment and 80% of employment growth in the last decade. Therefore, it is necessary to evaluate the value of approaches such as strategic management to improve the performance of these companies in entering regional markets (Hatfi & Azari, 2021). On the other hand, due to the fact that a major share of Iran's exports belongs to oil exports, in recent years and specifically since the beginning of the first development plan, the planners' attention has been directed to the expansion policies of non-oil exports. For example, the establishment of free trade zones, the amendment of customs laws and regulations, and the establishment of private banks all indicate the direction of following the policy of encouraging exports and moving towards sustainable economic development (Hosseinnejad & Shujaei Fard, 2021). Considering the above, the main research question is as follows: What is the comprehensive framework for improving the export performance of Iranian small and medium companies? Theoretical Framework Export Export literally means the transfer of goods or the sending of goods from one place to another, whether inside or from inside of the country. In other words, exporting is communicating and working with professional markets and market specialists on the other side of the borders. Export is the starting point of communication with others, and export is also achieved to earn foreign exchange and help establish trade balance and create economic balance (Akhlaghi et al, 2019). Export performance Export performance is a variable that has attracted the attention of researchers in the last few decades. Export companies set goals to internationalize and sell their products or services in other countries; the amount of activities as well as the success and failure during this path and the results of achieving those goals are called export performance. Nowadays the field of export has attracted the attention of companies with an increasing speed and companies are moving towards globalization and seeking power. (Bashirkhodaparasti & Marzieh, 2021). Small and medium companies Small and medium enterprises (SME) are known as essential components of national development in developed and developing countries (Abrie & Doussy, 2011). This sub- part of economy in the worldwide has been significantly relevant to the employment increasing, poverty removing, equitable distribution of resources, redistribution of income, technical and technological innovation, development of entrepreneurial skills, uniform industrial and economic dispersion, and general improvement of the living standards of the people of an economic region. In addition to this, it has been mentioned as a strategy in providing food security and encouraging rapid industrialization and the reversal of rural-to-urban migration (Oyekanmi, 2003). Tajamir et al, (2024) in a research presented the model of marketing capacities in Khuzestan steel industry and its effect on financial performance in the direction of investment development. The results obtained from the analysis of theoretical bases and research interviews led to the final model of marketing capacities, which has 7 main categories of product, distribution network, market, customer, analysis of competitors, advertising, and brand. The findings indicated a good fit of the proposed model. Martos et al, (2023) in a research, investigated innovation and the legal form of the organization as factors that can affect this relationship, with the aim of determining the impact of corporate social responsibility efforts on their export performance. The results show that innovation acts as a mediator in this relationship. It was also found that companies that adopt associative legal forms (i.e. cooperatives) benefit more from their social responsibility practices than companies that adopt non-associative legal forms. Previous findings on the relationship between corporate social responsibility and profitability show that some aspects need to be clarified about this binomial. Contribute to this body of research specifically on exporters helps to understand the role that CSR may play in improving export performance. Research methodology According to its purpose, the research method is applicable, and in terms of implementation method, it is mixed (qualitative-quantitative), and descriptive-correlative in nature. The statistical population in the qualitative section includes 20 academic experts in the field of export, chosen by judgmental and snowball sampling methods; and the statistical population in the quantitative section includes 217 people from all personnel of small and medium export companies in Tehran province, chosen by simple random sampling. Data collection tools include semi-structured interviews in the qualitative part, and researcher-made questionnaires in the quantitative part. Research findings Fuzzy Delphi method was used in the analysis of qualitative part data, and SPSS and Lisrel software were used in quantitative part. The statistical results showed that 78 variables (open codes) are effective in penetrating international markets, and statistically, all of them are effective. There are 33 factors influencing international market penetration, and all of them are statistically significant. The final components and dimensions of the model of the influencing components of penetration into the international market were identified after applying statistical tests (confirmatory factor analysis). According to the research model, penetrating the international market includes 5 dimensions, 33 components, and 75 indicators; and compared to the initial research model including 5 dimensions, 33 components, and 78 indicators; 3 indicators were removed in the final model and the rest of the components and dimensions were confirmed in the final model while having a suitable working load. Conclusion The current research was conducted with the aim of providing a comprehensive framework for improving the export performance of Iranian small and medium-sized companies. The results of this research are in agreement with the results of Tajamir et al, (2024), Rahimi Kalor & Marzieh (2023), Azimi & Hosseinpoor (2023), Hatfi & Azari (2021), Faryabi et al, (2021), Najafi et al, (2021), Bagherzadeh et al, (2021), Martos et al, (2023), İpek et al, (2023), Kupta & Chahan (2020), Judege et al, (2020), and Boso et al, (2019). Hatfi & Azari (2021) showed that marketing capabilities have a positive and significant effect on export performance and marketing communications. On the other hand, organizational innovation also affects marketing communications and marketing capabilities. In the end, it was concluded that organizational innovation does not directly affect export performance, but organizational innovation has a positive effect on marketing capabilities, and marketing capabilities also improve export performance. According to the results of the research, the following suggestions were presented: 1-Establishing integration in exporting companies, especially regarding the information systems and databases of the organization, can promote the creation, sharing, and storage of knowledge in the organization, and strengthen the knowledge consequences of knowledge management in improving the export performance of the organization.

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

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

Abstract Abstract The present research has been conducted in order to provide a consolidated model of employee performance empowerment based on a comprehensive tax plan in the country's tax affairs organization. The lack of a systematic conceptual model of empowering the performance of employees is one of the challenges faced by managers of public sector organizations, and the tax affairs organization is no exception. The research design is mixed-exploratory and qualitative-quantitative; the interviewees included 20 experts from the Tax Affairs Organization, selected by purposive sampling method and in accordance with the principle of theoretical saturation. At the first step of the research (qualitative stage) and through in-depth semi-structured interviews and based on the theme analysis approach, relevant themes were identified (including 738 propositions, 159 basic concepts, 28 organizing themes, and 6 overarching themes). The second research (quantitative stage) was also drawn respectively based on the combined method of Fuzzy DEMATEL-structural-interpretive modeling (ISM-FUZZY DEMATEL), cause-effect diagram, and integrated model of employee performance empowerment in the form of structural-interpretive modeling graph of the research and the influence and dependence matrix of the main themes of the research based on the MICMAC analysis, and the analysis of the results of the meta-fuzzy showed that the factors "employee performance empowerment interventionists", "employee performance empowerment platforms", and "comprehensive tax plan" are respectively the most influential factors; and "employee performance", "strategies", and "employee empowerment", respectively, are considered as the most influential factors of this research, and these results are in line with the levels mentioned in the ISM interaction network and also the output of the Mik-Mac software analysis. Introduction Empowerment is not just giving power to employees, but it also makes employees improve their performance by acquiring knowledge, skills and motivation (Askaroghli & Abedi, 2012). [On the other hand], the activity environment of government and private organizations has undergone great changes in the last decade. This environment has changed from a static and motionless environment to a highly variable and dynamic environment (Shafaei et al., 2024). [Therefore], organizations today consider information technology as a tool to improve the performance of their people and adapt to changes (Haq-Shenas et al. 2013). Empirical research confirms that performance is directly and indirectly affected by technology (Afrawi et al., 2016) and organizations need to pay attention to information technology as a determining factor (Pourhassan.H & Rahimi, 2016) in such a way that the country's tax affairs organization is not an exception to this rule, and has based its tax activities in the form of a digital economy based on the use of electronic technologies and the comprehensive plan of the system. The country's comprehensive tax system is undoubtedly considered as one of the national mega-projects and at the same time one of the biggest projects based on information and communication technology in the history of the country, and the social effects of this project and the scope of its effects are very wide and. all people are connected with it in one way or another, in such a way that, the application of the mentioned plan in the form of the driving engine of the country's economy; in addition to achieving its extra-organizational goals (providing government revenues), is expected to include empowering and improving the performance of the employees of that organization, in the form of achieving its goals. On the other hand, although there are many theoretical sources about empowerment, the empirical work about its contribution to the performance of the organization has produced different findings; in a way that it has created a challenge for organizations that want to implement empowerment programs (Afram et al., 2022). Therefore, today management experts and senior managers of government organizations in Iran are aware of the importance and role of improving the empowerment of employees and on this basis, they are trying to identify and the ways of how to apply useful methods to strengthen its positive aspects. In general, it can be said that one of the problems faced by managers in some Iranian government organizations is the lack of a conceptual, correct and deep model of employee empowerment (Nazari et al., 2015), so that this deficiency was also evident in the country's tax affairs organization, based on the field investigations of the researchers of this research. Therefore, it was necessary to identify the capabilities of the country's tax affairs organization in the field of empowering the performance of employees (for the optimal use of the maximum capacity and potential of its human resources) on the one hand, and analyzing the relationships between these variables (through leveling the influence and effectiveness of the main themes of the research along with determining the power of influence and the degree of their dependence) with other effective factors in this field, including strategic, intervening and foundational factors on the other hand, and finally answer this basic question: is it possible to present a consolidated model of employee performance empowerment based on the implementation of a comprehensive tax plan in the country's tax affairs organization or not? Theoretical Framework  The long-term goal of empowerment is continuous improvement in the performance of the entire organization, and its short-term goal is to use the abilities of the organization's members. As a matter of fact, empowerment definitely leads to freedom of choice and more action, but these are only instrumental goals and are considered a way to achieve the real goal. The real goal is always to improve performance (Pak-niyyat & Fathizadeh, 2008). Despite this, the evidence that indicates the failure of most empowerment programs to meet the expectations of managers and employees is increasing day by day. Although many organizations have suffered losses and stagnation from the implementation of empowerment programs, empowerment is still considered a panacea that, despite being unsavory, is a cure for many of the organization's pains (Abtahi & Abesi, 2013). First of all, empowerment is a process that helps to improve the performance of employees and teams by developing and expanding their independence and ability. In other words, empowering employees is an efficient approach for human resource development on the one hand; and on the other hand, it lays the groundwork for organizational development and prosperity. From an empirical point of view, employee empowerment is a basic strategy for the development of human resources and specifically for increasing the performance of employees (Kumari & Hemalatha, 2018). In the challenge of an environment that is changing rapidly and in every moment is faced with new technologies; Capable employees feel completely comfortable. Therefore, the ability to easily accept changes by employees is very important for the performance of organizations (Ndegwa, 2015). Therefore, the presented definitions lead us to the fact that if the concept of empowerment is properly understood and connected with the idea of ​​continuous improvement in the overall performance of the organization, it will create the maximum utilization of the intellectual resources offered (Arbabian et al., 2019). Research methodology  The purpose of the research is applicable in terms of orientation, interpretive in terms of research philosophy, and its main strategy is based on a mixed approach (qualitative-quantitative) and by combining the content analysis method (in the qualitative phase) with structural-interpretive modeling methods, DEMATEL-fuzzy technique and mik-mak analysis (in the quantitative phase of this study). In both the qualitative and quantitative sections, the interviewees of this research made up of 20 experts of the Tax Affairs Organization, selected by the purposeful sampling method (and by observing the principle of theoretical saturation in the qualitative phase). As a result, the main method of data collection was semi-structured in-depth interview. The stages of conducting the research were such that in the first stage, thematic analysis method (theme) was used to analyze the qualitative data obtained from the interview. In the second stage (quantitative part of the research), an expert-based questionnaire, specifically for DEMATEL-fuzzy and structural-interpretive modeling, was distributed among the target population of this research (20 selected experts), so that the main themes of the research were connected with each other through a combined method: DEMATEL (Fuzzy) - Interpretative Structural Modeling (ISM-DEMATEL) to determine the cause-effect relationships, so that the results was presented by the formulation of the integrated model of employee empowerment and performance based on the comprehensive tax plan in the form of the ISM model of the research, and finally, the power of dependence and influence of the main themes of the research was also identified based on MICMAC analysis. Research findings  In the qualitative phase of this research, in order to identify the dimensions and components of employee performance empowerment, the thematic analysis approach of qualitative researches was used, and the findings of this phase include 738 propositions, 159 basic concepts, 28 organizational themes, and finally, there were 6 main themes. In the quantitative phase of the research, in order to determine the cause-effect relationships between the themes collected from the qualitative phase of the research, by using the combined method of DEMATEL (fuzzy) - structural-interpretive modeling (ISM-DEMATEL), the main themes of the research were related to each other. And finally, the power of dependence and influence of the mentioned themes based on the MICMAC analysis was determined so that the criteria of "Employee Performance Empowerment Platforms", "Comprehensive Tax Plan", and "Employee Performance Empowerment Intervenors" are independent: and the criterion of "employee empowerment" is of the interface type; and the rest of the criteria, namely "strategies" and "employee performance" are also of the dependent type, and finally, by means of the structural-interpretive modeling (ISM) method, the levels of influence and effectability of the factors were investigated, which showed that the research model consists of four levels: three criteria (Employee Performance Empowerment Platforms, Comprehensive Tax Plan, and Employee Performance Empowerment Intervenors as the most effective, and three other criteria namely Employee Performance, strategies, and employee empowerment are the most effective research criteria. Conclusion  The current research was conducted with the aim of presenting a consolidated model of employee performance empowerment based on a comprehensive tax plan in the country's tax affairs organization, through a mixed study. The results of the qualitative part of the research with thematic analysis approach led to themes and categories related to empowering the performance of employees, and finally, in the quantitative part of the research, the integrated model of empowering the performance of employees based on the implementation of a comprehensive tax plan was designed and engineered by distributing an expert-based questionnaire among experts, using the combined method of DEMATEL-fuzzy-interpretive structural modeling and incorporating the results of MICMAC analysis; in such a way that this method of research was consistent with the research approach used in the study of Bigdley et.al., (2022). In addition, the results of this research is almost aligned and compatible with some of the research findings of Bakhshi et al., (2018), Eskandari & dadashkarimi (2017), Busara (2016), Tondpour et al., (2019), Ardalan et al., (2016), Shariati et al., (2015), Haq-Shenas et al., (2013), Hejbar et al., (2022), as well as cultural norms and social values ​​mentioned in the research of Sharifzadeh et al., (2024).  Finally, based on the findings of this research, major policy suggestions and recommendations in the direction of re-creating and re-engineering employee performance empowering strategies based on the implementation of the comprehensive tax plan in the country's tax affairs organization are mentioned below.: - Localization of the comprehensive tax plan - Creating the maximum interaction between the stakeholders of the comprehensive tax plan based on the win-win strategy - Strengthening the technical infrastructure of the comprehensive tax plan (especially the integrated tax software) - Setting up a continuous monitoring system for the performance of managers, workers and implementers of the comprehensive tax plan

Abstract Abstract This research systematically reviews the literature on ambidexterity strategies in the development of the digital economy. The main questions addressed are: What is the current state of knowledge in this field and related studies? What research proposals can advance the understanding of ambidexterity in the context of digital economy development? The philosophy of this research is interpretive, aligning with the application of ambidexterity in industries and companies focusing on the development of the digital economy. An inductive, qualitative approach is adopted, analyzing research articles from the Web of Science database using a systematic literature review method. The bibliometric analysis follows the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA 2020) guidelines, covering 114 articles and employing VOSviewer software for analysis. The findings indicate that, given the upward trend in the number of studies in recent years, this field is experiencing scientific growth. Based on the results, five clusters emerge in the word analysis diagram: (1) organizational ambidexterity, dynamic capabilities, market orientation, digital economy, big data, and absorptive capacity; (2) ambidexterity, Industry 4.0, information technology, innovation, organizational agility, strategic alignment; (3) competitive advantage, digital transformation, resource-based view; (4) exploration, exploitation; and (5) sustainability. Introduction The turbulence and complexity of today's business environment have increased significantly. The number of influencing factors has grown, and their rate of change has accelerated. Under such conditions, the future becomes ambiguous and unpredictable, with environmental trends and opportunities remaining unstable. This increasing turbulence reduces the stability and predictability of the future. Consequently, traditional approaches to strategic planning, in a world where key variables are constantly changing and difficult to predict, have low validity and reliability. In this environment, organizations require new mental models to make dynamic strategic decisions and translate them into strategic changes. Preparedness, responsiveness, and strategic flexibility are crucial components for dealing with turbulence and complexity. Organizations must generate and test ideas, learning from their decisions and the environment, to carve a path to competitive advantage. Possessing an adaptive advantage, in addition to a competitive one, is essential. Economic enterprises must continuously analyze the environment, identify drivers of change, and examine the macro and micro trends these drivers create in the broader environment and industry. They should develop related scenarios and subsequently analyze their key capabilities and competencies. Identifying resource and capability gaps to face the future is essential. Through strategic planning, they can move toward adaptability to the evolving environment (Harandi et al., 2024). An organization's ability to maintain a competitive advantage by leveraging existing capabilities while simultaneously innovating and acquiring new competencies is crucial for survival. The concept that organizations must continuously explore new opportunities and exploit existing assets to remain resilient in complex and turbulent environments is significant in organizational literature. Achieving a balance between exploration and exploitation is a prerequisite for resilience and sustainability in modern organizations. The capacity to manage and balance creative destruction and innovation with the exploitation of existing resources is essential for businesses in the digital domain (Harandi et al., 2024). This article addresses the depth and body of knowledge regarding ambidextrous strategy in the context of these discontinuities. By reviewing the literature on ambidextrous strategy within these discontinuities, we clarify future research areas. Therefore, this article's contribution lies in explaining the knowledge structure of this field and proposing areas for future research. Given the above points and the growth of studies in ambidexterity, the theoretical gap addressed by this research is the lack of a systematic and coherent study of the body of knowledge in this field within the context of the digital economy. Accordingly, the main objective of this research is to systematically review the literature on ambidextrous strategy in the development of the digital economy. This involves a systematic review of existing literature on the use of ambidextrous strategy in addressing environmental discontinuities caused by digital transformation, the Fourth Industrial Revolution, and the development of the digital economy. This study is centered around the following questions: What is the configuration and body of knowledge regarding ambidextrous strategy in the context of the digital economy? What research proposals can advance the body of knowledge in ambidexterity within digital economy development? Which aspects of ambidexterity have received more attention, and which could be subjects for further research? Subsequently, we have endeavored to extract suggestions for future research. Theoretical Framework Digital Economy The development of the digital economy has led to significant transformations in the economic structure of society, bringing about fundamental changes. One notable example is the shift in financing methods for businesses and ideas. Most traditional companies heavily rely on personal financing from their owners and sometimes meet financial needs through bank loans. Except for a few exceptions, these companies experience low growth rates and take decades to reach their peak. However, in the digital age, the widespread use of the Internet has provided two important tools for startups: crowdfunding and collective creativity. These tools, along with financing through joint venture capital investments, increase the likelihood of success for new companies aiming to leverage emerging technologies such as artificial intelligence in competition with giants like Google, Amazon, or Facebook. Additionally, changes in the competitive structure are observable. Companies have accumulated competitive advantages to stay at the top of the competition, but significant technological advancements can fundamentally change the competitive landscape and eliminate such advantages. Another fundamental change is that innovative ideas no longer only emerge from expensive laboratories with heavy investments. Instead, garages, small offices in incubators, and accelerators are generating new ideas and disruptive businesses just as effectively as academic settings. Today, many advanced countries recognize the importance of these workspaces and are making significant efforts to stimulate and encourage technological innovation (Makridakis, 2017). Ambidexterity Tushman first introduced the concept of ambidexterity in the context of organizational structures for innovation. March, Tushman, and O'Reilly expanded on this in the field of organizational learning, proposing two methods—exploration and exploitation—for optimal resource utilization. Ambidexterity refers to an organization's ability to exploit current capabilities while simultaneously exploring future opportunities (Alghamdi, 2018). As environmental changes occur, the relative fit of business subunits within a company fluctuates, prompting senior managers to reconfigure and reallocate resources to adapt. This approach, known as dynamic capabilities, emphasizes the key role of strategic leadership in appropriately adapting, integrating, and reconfiguring organizational skills and resources to match changing environments (O'Reilly III et al., 2009). A company's ability to be ambidextrous is at the core of dynamic capabilities. Ambidexterity requires senior managers to perform two critical tasks: first, to accurately understand changes in their competitive environment, including potential shifts in technology, competition, customers, and regulations; second, to respond to these opportunities and threats by reconfiguring tangible and intangible assets to address new challenges (O'Reilly III & Tushman, 2011). Methodology The philosophy of this research is interpretive, aiming to develop the application of ambidexterity in industries and companies within the theme of developing the digital economy. The research adopts an inductive, qualitative approach, utilizing research articles from the Web of Science database. It employs a systematic literature review method using bibliometric techniques, following the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA 2020) guidelines, and is analyzed with VOS viewer software. The PRISMA statement, first published in 2009, was designed to help systematic review authors transparently report why the review was conducted, what was done, and what was found. Over the past decade, advancements in systematic review methodology and terminology have necessitated an update to the guidelines. The PRISMA 2020 statement replaces the 2009 statement and includes new reporting guidance reflecting advances in methods for identifying, selecting, evaluating, and synthesizing studies. The structure and presentation of items have been revised to facilitate implementation (Page et al., 2021). Discussion and Results The Web of Science database was used to extract relevant studies. Initially, only research articles published with the two keywords "ambidexterity" and "digital economy" were retrieved, totaling only 16 articles. This small number indicates that this area requires more scholarly attention. The figure below shows the output of the keyword frequency analysis in these articles. Subsequently, the search results were input into VOSviewer software to visualize the connections. Out of 642 keywords, 64 were repeated at least four times. To make a more informed selection, 18 keywords with significant semantic relevance to the content of the articles and the existing literature were chosen for relational analysis. The remaining keywords, based on the literature review and article analysis, were not necessarily relevant to the field under study. Since the time range of the published articles was not limited, this research included the most up-to-date studies available in the Web of Science database. The publication trend also shows an upward trajectory. The chart below illustrates the keyword frequency analysis from the search using the keywords "ambidexterity" in conjunction with "digital transformation," "digital economy," and "Industry 4.0" from the Web of Science database. Discussion and Conclusion In addition to the keywords, five clusters are observed in the keyword analysis chart: (1) organizational ambidexterity, dynamic capabilities, market orientation, digital economy, big data, and absorptive capacity; (2) ambidexterity, Industry 4.0, information technology, innovation, organizational agility, and strategic alignment; (3) competitive advantage, digital transformation, resource-based view; (4) exploration, exploitation; and (5) sustainability. Although other keywords could have appeared in this analysis based on their frequency, the items shown were filtered to highlight their importance and to indicate their frequency and relationships for future discussions. These clusters have revealed important keywords that seem to require separate studies on their connections with the three main topics of "digital transformation," "Industry 4.0," and "digital economy." It is suggested that these areas be the subjects of future 

Abstract Abstract The main purpose of this research is to provide a destination branding model based on the nostalgia of the tourism industry, so the current research is in the field of applied-developmental research. Also, based on the nature and method, the current research is a descriptive-survey research with a mixed (qualitative-quantitative) approach, which is conducted cross-sectionally in terms of time. The statistical sample in the qualitative section includes 30 academic and market experts related to the tourism industry, which was purposefully non-random and finally reached theoretical saturation with the number of 30 semi-structured interviews. In the quantitative part, the statistical population includes all tourists of Tehran province in 1401, from which a sample of 384 people was selected. The data collection tool in the qualitative part includes a semi-structured interview and in the quantitative part it includes a questionnaire from the qualitative phase. Data analysis was done in qualitative method with database approach and MAXQDA 20 software. Validation of the model was done with partial least squares technique and SmartPLS software. Based on qualitative analysis, the paradigm model of research in six dimensions of causal factors (sometimes from the destination brand, destination brand image, tourist relationship management, tourist participation), background conditions (tourism infrastructure), intervening factors (host tourism culture), strategies (branding) based on nostalgia), central phenomenon (tourism brand development) and consequences (tourist travel decision) were designed. Based on the results obtained from the validation of the model in the quantitative section, it was determined that the proposed model of this research has adequate validity. Extended Abstract                                           Introduction Today, tourism activity is considered as one of the most important and dynamic activities in the world, so that the number of foreign and domestic tourists and their income generation is constantly increasing at the global level. Identifying important and effective variables in the tourism industry is effective in changing the demand pattern of many countries. Therefore, tourism marketing and specifically, branding of tourist destinations has become one of the most key concepts in the field of tourism (Adachi et al, 2022). Creating a reliable tourism brand makes customers loyal to a specific tourist destination. In an age where the competition between agencies and tourism destinations has intensified more than ever, creating loyal customers has become the golden key to the success of companies active in the field of tourism (Suhartanto et al, 2022). However, the number of researches that have specifically focused on the impact of nostalgia on customer loyalty is not very high. On one hand, the relationship between nostalgia and loyalty to a tourist destination is not a linear and straightforward relationship, and undoubtedly other factors can also play a role in this relationship. Therefore, theoretical frameworks with more complexity and elegance are needed to explain the impact of nostalgia on loyalty. On the other hand, it should be kept in mind that despite the extensive domestic studies related to tourism marketing, the importance and role of nostalgia in the tourism industry has been given less attention, which explains the need to address this category. Therefore, considering the importance of the topic, the main question of the current research is, "How is the branding model based on the role of nostalgia on the tourist's travel decision in the tourism industry?" Theoretical Framework Tourism is the set of activities of people who travel to places outside the usual environment of their society; for leisure, entertainment, business or any other purpose and stay in that place for a while. The importance of tourism is due to the fact that this field is considered a dynamic, competitive and income-generating industry. A significant part of the budget of developed and developing countries is provided by the tourism industry. Many tourist countries adopt written strategic plans to improve their performance in this industry (Cheraghi et al., 2021). Some researchers have introduced tourism destinations as a complete concept with a definition; that is, destinations are places that have made a combination of tourism products and services consumed under the brand name of the destination. According to the definition of the World Trade Organization, a destination is a unique place where the visitor spends at least one night and presents tourism products such as attractions, support services and tourism resources with specific management, physical and administrative boundaries and a well-known image (Wang et al., 2022). Nostalgia can be a powerful motivator that can influence people's behavioral intention. Nostalgia is known as an internal motivation that makes a person look for a way to need to relive past experiences whose memories cause pleasurable thoughts and feelings (Jacobsen, 2023). Research Methodology The main purpose of this research is to provide a model of destination branding based on nostalgia and tourist travel decision in the tourism industry, so the current research is in the field of applicable-developmental research. Also, based on the nature and method, the current research is a descriptive-survey research with a mixed (qualitative-quantitative) approach, which is conducted cross-sectionally in terms of time. In this research, first, the initial research model was designed using the database theory, and then the obtained model (qualitative part) was subjected to validation using a field survey. The foundation data method and three stages of coding including open, central and selective coding were used to compile the initial model. The data collection tool included a semi-structured interview in the qualitative part, and a questionnaire from the qualitative phase (including 9 dimensions and 60 items) in the quantitative part. The statistical population in the qualitative section includes academic and market experts related to the tourism industry. The selection of 30 sample people was done purposefully and non-randomly, with the snowball technique. Determining the sample size in the qualitative section has been done with the number of 30 people in a semi-structured interview, based on reaching theoretical saturation. The statistical population of the quantitative research includes all tourists of Tehran province (unlimited society), which is selected using the formula of Kochran's unlimited society; a sample consisting of 384 people. Data analysis was done in both descriptive and inferential ways, and the bootstrap method was used by Smart PLS software to test the research hypotheses. The analysis in the qualitative section was done by MAXQDA 20 software. Research Findings Based on the selective coding results of the research, tourism infrastructures (including indicators of access to places of residence, transportation services of tourist destinations, access to various natural attractions, amenities and various tourism facilities) were selected as background categories in presenting the brand development model based on the role of nostalgia on the decision of the tourist trips in the tourism industry. Also, awareness of the destination brand, image of the destination brand, relationship management with tourists, and participation of tourists were identified as causal conditions in the model of destination branding based on nostalgia in the tourism industry. Tourism brand development (including tourism destination reputation indicators, tourism destination popularity, positive word-of-mouth advertising of tourism destination, etc.) were selected as the central phenomenon category in presenting the brand development model based on the role of nostalgia on the tourist's travel decision in the tourism industry. Brand nostalgia (including indicators of paying attention to emotional components and past experiences, creating cognitive and emotional connections, paying attention to the traditional culture of the tourist destination, the ideal self-concept of the tourist destination, etc.) were chosen as a category of strategies and actions in presenting the brand development model based on the role of nostalgia on the decision of the tourist travel in the tourism industry. Host tourism culture (including indicators of respect for tourists and hospitality, respect for different ethnic groups and beliefs of tourists, the spirit of accepting tourists, compliance with individual and social norms and values, etc.) were selected as a category of intervening conditions to present a brand development model based on the role of nostalgia on the tourist's travel decision in the tourism industry. Tourist travel decision (including indicators of planning to travel to a tourist destination, recommending others to travel to a tourist destination, etc.) were selected as the consequences category in presenting the brand development model based on the role of nostalgia on the tourist travel decision in the tourism industry. And finally, according to the qualitative part and the model presented using smart pls software, the relationship between the research variables, which was designed according to the model of the research assumptions, was examined and tested, and all the research assumptions were confirmed. Conclusion The results obtained in the first and second hypotheses show that brand awareness and brand image have a positive and significant impact on tourism brand development. Based on these findings, it is clear that in order to develop the tourism brand, it is necessary to provide proper information about the destination through different channels to increase people's desire to visit these areas. Also, the image that tourists keep of a tourist destination in their mind will also affect the development of the tourism brand. Research shows that people who have the desire to visit tourist destinations and buy from these destinations are more knowledgeable about tourist destinations than ordinary people. (Keskin et al., 2022). It is worth noting that in many cases it has been reported that creating a nostalgic feeling also improves the image of the tourist destination (Chi & Chi, 2022; Wang, 2022). In the third to fifth hypotheses, it was shown that nostalgia is influenced by factors such as brand development (branding), host culture, and infrastructure. As mentioned before, people feel very good about reminiscing; therefore, by inducing a sense of nostalgia in people, a big step can be taken in the direction of branding. Specifically in the field of tourism, if a tourist destination can evoke memories of the past among tourists, people's attitude towards the brand of that destination will improve significantly. Such a finding has already been reported by other researchers (Jiang, 2019; Christou, 2020). In the sixth and seventh hypotheses, it was found that the management of relations with tourists and the participation of tourists have a positive and significant effect on the development of the tourism brand. Tourist relationship management includes all the activities that a tourist center does to create a long-term relationship with customers. These communications include advertising, receiving feedback from customers, offering discounts, etc., and thus can lead to the formation of a powerful brand in the tourism market. On the other hand, branding in the modern era is a two-way relationship between the customer and the company, and without the participation of customers, the probability of success in branding decreases. Even today, the concept of value co-creation has been proposed, which shows that brand value is the result of continuous interaction between the brand and the customer, and without the participation of tourists, a strong brand cannot be created. The obtained results are consistent with the findings of previous researchers (Xu et al, 2023; Volgger et al, 2021). According to the result obtained about the effect of nostalgia on loyalty, it is suggested that tourism managers should first identify the factors that create a sense of nostalgia in tourists, and increase their intention to visit again by focusing on such factors.  

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