Journal of value creating in Business Management

Abstract Abstract The purpose of this research is to investigate the identification of effective factors on the distribution strategy in the food industry from the point of view of online marketing and sales. This research applicable-developmental is in terms of purpose, qualitative in terms of data collecting method, and a meta-composite approach in terms of the research implementation method. The statistical population of the research includes 12 university professors who are experts in the field of marketing management and distribution channels and have books or articles in this field, as well as theorists and researchers who have specialized studies in this field. This research was analyzed using the scientific method of metasynthesis and by reviewing the published articles; and 85 indicators were extracted based on 23 selected articles. Eventually, 16 components were evaluated and identified, and finally the ultimate framework was confirmed and identified by applying the total opinions of experts on the components of human factors, creating value for the customer, paying attention to the competence of managers, internal factors, external factors, management factors, opinion mining, digital marketing, environmental factors, content marketing, business strategies, complete knowledge of the internal and external environment, direct marketing, visual features, optimization, competitive performance. Extended Abstract                                           Introduction With the growth and expansion of technology, companies have turned to using online methods and channels to sell products and distribute them. The important point is that using online methods is not a substitute for traditional distribution and sales methods; and is used alongside them. In order to apply these methods correctly, strategic marketing planning must be done in businesses, and this has a great impact on pricing and sales (Chen et al, 2021). One of the important issues in production and marketing is how and when to transfer the produced goods to the final consumer. A product may have a good rating in terms of quality, but if it is not offered to the target market at the right time and place, it will lose its usefulness. Therefore, deciding on the way to transfer goods to the place of purchase or consumption is one of the important decisions that the marketing manager faces. These decisions are important in at least two aspects. First, they have a direct effect on other strategic marketing planning decisions, including pricing policy, advertising, packaging, etc., and secondly, the company has to adhere to and remain committed to these decisions for a long time, because the establishment and development of the optimal distribution system takes several years and cannot be changed easily (Barabian & Armon, 2023). Today, due to the multitude and variety of distribution channels, one of the challenges of marketing managers of food industry companies is to choose the right channels, how and how much to use each channel so that the produced goods are offered to the consumer at the lowest cost and at the right time and place (Sharifi & Sharifi, 2022). What is important in the distribution network of goods in a country is the transfer of goods with the least cost and time, along with compliance with the necessary standards to maintain the health of the goods and finally respect the rights of consumers. The goods distribution network in Iran is facing various problems and challenges. The excessive number of trade unions at the traditional retail level, the number of trade unions without business licenses, the prominent share of the unorganized sector compared to the organized distribution and sales network, the lack of benefit from new tools and methods of product distribution, and the lack of interest of the private and foreign sector to invest in modern distribution network are some of the most important challenges of distribution industry in Iran (Thomas, 2017). According to the preliminary review of the literature and the need for a detailed scientific study on how to choose a distribution channel strategy, we can point to this question: how is the identifying of the factors affecting the distribution strategy in the food industry with the attitude of online marketing and sales? Theoretical Framework Distribution channels Distribution channel or marketing channel is the path that goods or services take to reach the ultimate user or consumer. This channel includes all the people who get the ownership of the goods and the people who help to transfer them. The people who are involved in the transfer of ownership of goods, from the producer to the consumer, are called intermediaries. In longer and more complex marketing channels, a class of wholesalers is responsible for larger regions or even countries, buying from manufacturers and selling to smaller wholesalers, sometimes called distributors (Ismailpour, 2017). Online sell Online selling combines the technical and creative aspects of the internet, including design, development, advertising and sales. The emergence of the internet has made it possible for almost everyone to sell their goods, products or services with just a few clicks from buyers. Internet marketing is essentially a continuation of traditional marketing in the past years. Selling through the internet can be beneficial for all small and large businesses. You only need to observe the points that form the core of internet marketing (Mojdkanlou et al, 2022). Riyadi et al, (2023) have conducted a study titled the effect of distribution strategy and price on purchasing decisions from retailers. This study showed that by changing distribution strategies by combining compact, exclusive and selective varieties; significant results were obtained in prices and purchasing decisions by customers. The main finding in this study was that the implementation of distribution strategies to adjust government policies was very effective in reaching customers in all corners of the city so that price adjustments and customer purchase decisions are made continuously. Cao et al, (2023) have conducted a study titled strategic analysis of the influence of distribution strategy on product line design with endogenous quality. By raising the question of whether to emphasize agents or to use wholesalers, the answer to this question depends on the distribution strategy. To solve the problem, a Stackelberg game model with endogenous quality, optimal production and pricing decisions of companies and platforms under different sales models was used. By comparing the equilibrium results, it is clear that both the company and the platform can benefit from product line expansion. When the profit sharing ratio of the platform is in a certain middle range, the company and the platform can agree on the distribution strategy. Also, even if there is no cost to extend the product line, the company will not choose to extend the product line when the platform receives a large portion of the revenue. Research methodology This research applicable-developmental is in terms of purpose, qualitative in terms of data collecting method, and a meta-composite approach in terms of the research implementation method. The statistical population of the research includes 12 university professors who are experts in the field of marketing management and distribution channels and have books or articles in this field, as well as theorists and researchers who have specialized studies in this field. Research findings This research was analyzed using the scientific method of metasynthesis and by reviewing the published articles; and 85 indicators were extracted based on 23 selected articles. Eventually, 16 components were evaluated and identified, and finally the ultimate framework was confirmed and identified by applying the total opinions of experts on the components of human factors, creating value for the customer, paying attention to the competence of managers, internal factors, external factors, management factors, opinion mining, digital marketing, environmental factors, content marketing, business strategies, complete knowledge of the internal and external environment, direct marketing, visual features, optimization, competitive performance. Conclusion The current research was conducted with the aim of identifying factors affecting the distribution strategy in the food industry with the attitude of online marketing and sales. The results of this research are in agreement with the results of Salimi & Hassani (2023), Assarian et al, (2023), Seifbarghy & Kafshian Ahar (2022), Honarmand (2022), Khoi & Jamili (2022), Bashokouh & Beigi Firoozi (2022), Haghighi Kaffash et al, (2021), Riyadi et al, (2023), Cao et al, (2023), Zhang et al, (2023), Sun et al, (2023), Wei & Dong (2022), Salimi & Hassani (2023), Wang et al, (2023), Assarian et al, (2023), and Chen et al, (2021). Seifbarghy & Kafshian Ahar (2022) showed that the integration and coordination of the manufacturer and retailer benefits all members of the supply chain and greatly increases the profit of the entire supply chain. According to the results of the research, the following suggestions are presented: - Examine the features, characteristics and benefits of their product in detail. This analysis includes checking the quality, capabilities, performance, adaptability to customer needs, and competitive advantages of the product. With a detailed understanding of product features and benefits, they can design unique strategies for marketing and selling their product. - They should define their target market precisely and separate its parts. They can pay attention to factors such as gender, age, geographical location, type of industry and other characteristics. By accurately defining the target market, they can design specific strategies for each customer group and improve the sales process.  

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

Abstract Abstract The purpose of this research is to provide a comprehensive picture of the status of the activities carried out in the field of brand image and to provide a scientific mapping based on international articles available in the Web of Science (WOS) database. Therefore, this research has been carried out as a scientometric study using scientometric indicators and network analysis method. In this regard, the researcher conducted a systematic study of research articles published between 1977 and 2023 and used VOS Viewer software version 1.6.20 for scientific analysis. After searching, screening, and qualitative evaluation; the final analysis has been done on 521 articles. The results showed that the most research was in 2021 with 55 articles (13.8%), and America is the most active country in this field with 80 articles (20%). The focus of the keywords was first on the commercial image of the brand and consumer's behavior, and then it changed to the attitude and buying behavior of the consumer. This research was conducted with the aim of analyzing the intellectual paradigm and providing scientific mapping in the field of brand image, based on a systematic review of articles and using VOS Viewer software. The data analysis showed that the most research in this field was done in 2021. Also, the authors with the most researches were identified and introduced, and it was found that brand image, purchase intention, and corporate social responsibility are the most important keywords. These factors were recognized as the most important factors related to marketing and consumer behavior. Researchers can use these tools to increase the views of their articles. Extended Abstract                                           Introduction The brand is the basic asset of the company. Brands occupy a very special place in the lives of many customers. People are trying to generalize themselves by using brands and by consuming them (Asgari, Naghdi, 2011). Organizations have clearly increased the importance of the positive attitude of customers towards their products and brands, and this is a very vital role in attracting and maintaining customer satisfaction. The mental image of the brand is the result of the characteristics and experiences of the customers that determine the differentiation of the brands. Companies should identify the factors that influence the improvement of the mental image, strengthen the strengths, and remove the limitations. These measures improve communication with customers and increase brand appeal. The special importance of this is because the starting point of brand loyalty is brand awareness, and also, higher levels of brand awareness and a positive image of it in the mind increase the probability of choosing the brand and create more loyal customers. This is how the company's vulnerability to competitor's marketing actions is reduced (Yazdani Kachuei et al, 2022). In 1993, Keller defines brand image as "the perception of the brand formed by the association of brand-related meanings in the customer's mind" (Keller, 1993). Brand image is part of brand equity. Jandaghi et al., (2010) believe that the customer forms an image in his mind of the combination of all the signs sent by the brand, including the name, visible signs, products, advertisements, messages and official announcements, etc., and the positive image of the brand reduces the perceived risk, and increases the level of satisfaction and loyalty (Jandaghi et al, 2010). Customer loyalty is defined as bias towards a specific brand and behavioral response during a defined period of time, and it is decided as a psychological commitment (Behrozi, Sohrabi, 2022). A brand with a strong and positive image is more easily imprinted in the customer's mind and has more sales. A strong brand image gives customers confidence and influences customer decision-making (Divandari et al, 2011). Research has shown that factors such as trust, creative marketing, effective management, and customer satisfaction have an effect on the formation of brand image. However, a complete understanding of the effects of brand image in different environments and on types of consumers has not yet been obtained. The role of mass communication tools and social networks in brand image needs further investigation. Also, examining the long-term effects of brand image and its role in creating consumer trust and loyalty are topics needed for advanced research. A more accurate understanding of how brand image affects will help managers and marketers to make more correct decisions and improve successful strategies in the field of brand image. The main purpose of this review article is to comprehensively review international research in the field of brand image. This review approach analyzes and answers the question to what extent research on brand image deployment has changed and matured. The purpose of this article is to increase knowledge and transparency in the field of brand image and help managers, marketers and enthusiasts to make better decisions and improve brand image. Theoretical foundations Brand image Studying the literature and the background of the research around various research variables can provide a selected framework for the research, and by applying different theories in the field of brand, it can develop consumer behavior in relation to the concept of brand. Brand image is the customers' view of the brand and includes the features and information that a brand's product evokes in the customer's mind. This image shows the current characteristics of the brand, and should specify the purpose of the organization. The main elements of a positive brand can include logos, slogans and signs that reflect the organization's key values (Kim & Chao, 2019). Theorists believe that all products can be represented by applicable, symbolic, or experiential elements that create a brand image. Gardner and Levy (1955) first proposed the concept of product image and showed that products have different physical and social natures. Since then, this concept has been further explored in consumer behavior research. Brand image is rooted in customer consumption experiences, and the understanding of service quality is also derived from these experiences (Shirkund rt al, 2016). Brand image is formed over time and does not change easily. Sanobar and Khatami (2011) believe that the brand image is the first word that comes to mind when hearing the brand name (Sabobar, Khatami, 2018). Research background In a world full of choices, brands help consumers better evaluate products, especially when the products are complex or unknown. Making strong brands is one of the important goals of brand management so that brands can survive and be effective in markets for a long time (Iglesia et al., 2017). Numerous researches have investigated different aspects of the brand such as image, identity, personality, and psychological and behavioral effects of consumers. Quaid Amini and colleagues (2022) showed that brand image and loyalty have an effect on brand equity and consumer buying behavior. Asgari and Naqdi (2022) showed that brand personality and goodwill play a role in the effect of social responsibility on repurchase intention. Margarita and Rodgia (2021) found that brand experience, image, and trust can increase customer loyalty. Sudino et al., (2020) also confirmed the effect of brand experience on trust and repurchase intention. Kong (2020) showed that brand satisfaction through trust has a positive effect on loyalty. Wahab et al., (2017) found the positive effect of brand trust, image, and advertising on consumer loyalty and purchase behavior. Emron (2018) also showed that the image, trust, quality, and price of the product have an effect on consumer buying behavior. Despite these studies, the need for a comprehensive study that examines all dimensions of brand image and its effects on customer behavior is felt. By collecting studies, the current research identifies important areas in the field of brand image, and provides solutions for future studies. Research method The current research was conducted with the aim of analyzing the intellectual paradigm and providing a scientific mapping of international research in the field of brand image. This study was conducted on 521 articles in the WOS database based on the interpretative paradigm and systematic review method based on defined search terms. In order to achieve the goal of research and analysis of scientific productions in the field of brand image, the researcher systematically studied all research articles published between 1977 and 2023, and data analysis was done using VOS Viewer software. For data analysis, the selected researches were entered into the analysis process after screening in three stages; and from the perspective of the year of conducting the research, the co-authorship of the authors and the use of key words were examined. The findings After searching, screening and qualitative evaluation of studies, the final analysis has been done on 521 articles in the period from 1977 to 2023. The in-depth analysis of the selected articles showed that the most research in the field of brand image is related to 2021 with the number of 55 articles (13.819%). America is the most active country in this field with 80 articles (20.10%), followed by England with 42 articles (10.553%) and China with 38 articles (9.548%), respectively. Also, in the evolution of keywords, the primary focus has been on the commercial image of the brand and consumer behavior, and in the following years, it has reached the words attitude and consumer buying behavior, respectively. Discussion and conclusion Based on the results, it was observed that the most research in this field was done in 2021. Also, the authors with the most research in recent years were identified and introduced, and it was determined which authors have the most articles in the brand image. Also, the results showed that the most important keywords include brand image, purchase intention, and social responsibility of the company. Based on this, these factors can be called the most important factors related to marketing and consumer behavior. Researchers can check these tools in their research to increase the number of articles.

Abstract Abstract The purpose of the current research is to design a model of effective marketing capabilities based on communication (case study: National Drilling Company). The research method is applicable in terms of its purpose; mixed (qualitative-quantitative) in terms of execution method; descriptive-survey in terms of nature and method; and it is an exploratory study type of research. The statistical population of the research includes 10 experts, professors and strategic managers of National Iranian Drilling Company. Data collection in the qualitative part was carried out through semi-structured interviews, and in the quantitative part by the questionnaire. Coding was used in the data analysis of the qualitative part, and SPSS and Lisrel software were used in the quantitative part. The results of the research showed that after core and optional coding and creation of main and sub-categories, six dimensions of effective marketing capabilities based on communication were identified, i.e. strategic capabilities, operational capabilities, functional capabilities, internal capabilities of the company, and external capabilities and communication as dimensions of effective marketing capability methods based on communication. Extended Abstract                                           Introduction Today, with the expansion of the globalization process, the increase in competition, the entry of various domestic and foreign companies, various products and the advancement of technology, it is difficult to maintain customer satisfaction and loyalty; therefore, it seems necessary to take advantage of marketing capabilities and strategies to survive in the competitive scene; because these two factors can provide a good foundation for improving the business performance of the company (Asgarnezhad Nouri et al, 2020). Both areas of marketing capabilities are very important and vital to achieve business success. Marketing capabilities are defined as the organizational ability to perform a set of tasks and affairs by using existing organizational resources to achieve the desired performance result (Herhausen et al, 2020). According to Guo et al, (2018), marketing capabilities improve an organization's ability to configure and effectively implement resources to create a sustainable competitive advantage. Therefore, marketing capabilities are a complex combination of organizational capabilities and resources, unique to an organization and difficult to be imitated by other organizations (Karamipur, 2023). In recent studies, marketing capabilities have been defined as the process of applying knowledge, skills, and organization resources to create added value for goods and services, meet competitive demands, and respond to market-related needs (Orak & Babaeezakilaki, 2015). The importance of learning processes in the development of marketing capabilities has been emphasized, especially when employees can quickly solve the company's marketing problems using their knowledge and skills. Marketing assets and capabilities are the foundation of business units; and customer relationship, production or promotion, and customer orientation are based on knowledge and process (Emami et al, 2022). Therefore, this research seeks to answer the question: What is the model of effective marketing capabilities based on communication? Theoretical framework Marketing ability Marketing capability is an integrated process in which companies use tangible and intangible resources to understand the complexity of specific customer needs, achieve relative differentiation in products for competitive advantage, and finally achieve appropriate quality. Marketing capabilities are integrated and coherent processes designed to apply the company's collective skills, knowledge and resources; and improve the value of the company's goods and services, and by means of these capabilities; the company is able to adapt to changing market conditions and use market opportunities to deal with competitive threats. Marketing capability indicates a company's specific abilities in identifying target markets, strategies and developing market mixes that maintain relationships with loyal customers (Zahiri et al, 2016). Aripin et al, (2024) investigated marketing capability and market ambiguity on the results of product innovation. They stated that strategies and best practices such as in-depth market research, cross-collaboration, leveraging technology and data analytics, forming strategic partnerships and a strong innovation culture are essential. In-depth market research helps companies understand customer needs and preferences as well as emerging market trends, while cross-collaboration allows them to maximize internal knowledge and expertise. The use of technology and data analytics helps companies to collect and analyze market data more effectively, while the formation of strategic partnerships gives them access to additional resources and knowledge. Finally, a strong innovation culture is an important foundation for creating an environment that supports sustainable product innovation. By implementing these strategies, companies can improve their ability to generate relevant and sustainable product innovations and thus remain competitive in an increasingly complex market. Karamipur (2023) investigated the design of the model of artificial intelligence competencies on organizational performance by considering business-to-business marketing capabilities. The results showed that the mechanisms of artificial intelligence competencies have an effect on business-to-business marketing capabilities and organizational performance, and also the model of artificial intelligence competencies on organizational performance is confirmed by considering the aspect of business-to-business marketing capabilities. Research methodology The research method is applicable in terms of its purpose; mixed (qualitative-quantitative) in terms of execution method; descriptive-survey in terms of nature and method; and it is an exploratory study type of research. The statistical population of the research includes 10 experts, professors and strategic managers of National Iranian Drilling Company. Data collection in the qualitative part was carried out through semi-structured interviews, and in the quantitative part by the questionnaire. Research findings Coding was used in the data analysis of the qualitative part, and SPSS and Lisrel software were used in the quantitative part. The results of the research showed that after core and optional coding and creation of main and sub-categories; six dimensions of effective marketing capabilities based on communication were identified, i.e. strategic capabilities, operational capabilities, functional capabilities, internal capabilities of the company and external capabilities and communication as dimensions of capability of effective communication-based marketing strategies, therefore it was suggested that intangible resource planning and marketing planning be done based on marketing strategies, and strengthening and increasing human resources skills and human capital in the target markets be carried out. Conclusion The present research was conducted with the aim of designing a model of effective marketing capabilities based on communication (case study: National Drilling Company). The results of this research are in agreement with the results of Aripin et al, (2024), Karamipur (2023), Doah et al, (2023), Khodabakhshi & Melai (2023), Oduro & Williams (2023), Afsharfar (2022), Rajabi (2020), Takata (2016), Nasimi & Amiri (2018). Doah et al, (2023) showed that elucidating the underlying mechanisms through which marketing capability affects firm performance contributes to the growing body of knowledge about marketing strategy. In practice, this study provides strategic insights for companies that increase their marketing effectiveness and overall performance by optimizing their resource management capabilities. The implications of this research extend to marketing practitioners, strategists, and researchers seeking a deeper understanding of the nuanced interplay between marketing capabilities, resource coordination, and firm performance in the contemporary business landscape. The results showed that resource coordination capability has a positive relationship with marketing capabilities, and an inverse relationship was obtained between company performance and resource coordination capabilities. According to the results of this research, the following suggestions are presented: Intangible resource planning and marketing planning can be done based on marketing strategies. Planning channels be designed and reach the implementation stage according to the target markets Customer access should be done according to the conditions, external knowledge ability, customer knowledge, customer connection capability, technical knowledge, strengthening and increasing the skills of human resources and human capital in the target markets. Public relations, as the heart and lifeblood of the company, should be managed by using experienced personnel with technical communication skills.  

Abstract Abstract The purpose of this research is to evaluate the role of environmental advertising on the use of eye movements towards the brand. The current research is applicable in terms of the goal and mixed (qualitative-quantitative) in terms of the method of data analysis. The statistical population in the qualitative section includes a group of restaurant chain experts (university professors, executive managers, and consultants), sampling continued with the purposeful method until reaching theoretical saturation (15 interviews). In the quantitative phase, chain restaurant managers were considered as the community among whom 384 people were picked up based on stratified random sampling. The data collection tool in the qualitative phase of the research was unstructured interviews with experts; and in the quantitative phase, a researcher-made questionnaire consisting of 74 items. In order to analyze the data, Maxqda software was used in the qualitative phase, and SPSS and SmartPLS software in the quantitative phase. According to the obtained results, the hypothetical relationships of the model were tested and confirmed. In this research, in the causal conditions (advertising content, environmental advertising quality, and advertising features); main contextual factors (advertising slogan, billboard elements, and analysis of customers' eye movements); intervening conditions (online advertising, advertising costs, advertising through means, and mass communication); core categories (the state of environmental advertising, the development of the impact of advertising, and effective advertising on customers' intentions); strategies (attractions of advertising message, evaluation of environmental advertising selection process); and three categories of competitive advantage, value creation, and promotion of strategic marketing decisions are classified as the consequences of environmental advertising based on the use of eye tracking. Extended Abstract                                           Introduction Today, as consumers, we are exposed to hundreds of advertisements every day on television, newspapers, magazines, yellow pages, retail advertisements and websites, and in addition to these implicit advertisements in the form of Classification of products in stores and homes, visual messages on vehicles, road signs, food packaging in restaurants, uniforms of service providers, t-shirts, CDs and Electronic devices attract our attention (Niehorster et al, 2017), and the eyes, when searching and deciding to choose products and brands, guide consumers among the shelves and aisles of stores, shopping centers, and websites; all of which are related to "visual marketing"; that is, commercial and non-commercial companies use visual signs to communicate with consumers with the aim of creating and maintaining mutually beneficial relationships (Kong et al, 2019). If it is true that "observation equals confidence" and "confidence equals purchase", it is important that management is based on what the consumer sees. This issue is increasingly recognized in commercial activities (Guitart et al, 2018). The conducted research shows how the aspects and dimensions of the advertisement and the purpose of the advertisement to interact with the visitor affect the visual behavior and the amount of attention given to different parts of an advertisement (Marois et al, 2021). Eye tracking is the process of measuring attention (gaze) or the movement of an eye in relation to the head (Hosp et al, 2020). Eye tracking is a tool for measuring eye position and movements, which can be a useful method for analyzing behavior and cognition (Muñoz-Leiva et al, 2019). By using the eye tracking technique, behavioral evidence can be obtained (Guitart et al, 2018). Eye tracking is very sensitive to the processes of attention and alertness, and this technique can be used to improve teaching and learning (Javora et al, 2021) and the effectiveness of advertisements, video and graphic images (Niehorster et al, 2017). Considering that eye tracking can compensate for the market research that cannot be obtained through self-reporting methods, the main question of the present research has been raised as follows: how is the effective model of environmental advertising based on the use of eye tracking drawn? Theoretical literature Ambient advertising: ambient advertising includes advertisements used in unusual, noteworthy and unexpected places, often with unconventional and innovative methods, as well as new performances - performances appear to the audience for the first time. Eye tracking: Eye tracking in advertising means measuring and calculating the point at which the human eye is staring, and in other words, the scientific study of eye movements and activities in two-way interaction with the surrounding environment is called tracking (Kimasi et al., 2019). Mousavi & Fadaei (2022) in a study aimed at commercial advertisements of chain stores, found that variables of price, security and trust, digital marketing environment, product characteristics and ease of purchase had a significant effect on commercial advertisements of chain stores in the evolution of digital marketing literacy, and variable of promotional offers have not been effective. Marois et al, (2021) reported in a study aimed at real-time mobile eye tracking for support systems that the use of eye tracking in mobile should provide more reliable data than using a fixed device. According to them, the use of intelligent eye tracking systems can effectively help increase efficiency in security and services by showing people's decisions. Research methodology The present study is considered to be of the fundamental type in terms of its purpose, and mixed (qualitative and quantitative) in terms of the data collection method. The research community, in the qualitative dimension, includes experts in the field of marketing and business, and in the quantitative dimension, it includes managers and experts in the field of marketing and advertising. In the qualitative part, based on the selection of data-based theory, non-random sampling carried out and 15 interviews were conducted; that from the 11th interview onwards, theoretical saturation occurred, which continued until the 15th interview to be sure. In the quantitative section, taking into account the maximum variance and error level of 5%, 90 people were identified, and in order to increase the return rate of the questionnaire and facilitate the research, more than 100 questionnaires were distributed electronically. Out of this number, 86 people completed the questionnaire and this number was the basis of analysis and hypothesis testing. In the qualitative phase, an interview tool was used, and in the quantitative part, a researcher-made questionnaire tool was used. In order to analyze the data, Maxqda software was used in the qualitative phase, and SPSS and SmartPLS software in the quantitative part. Research findings In the presented model, three categories of advertising content; quality of Ambient advertising, and advertising features are experimental factors that can create the causal conditions of Ambient advertising based on the use of eye tracking. The main contextual factors of Ambient advertising are determined based on the use of eye tracking also include advertising slogans, billboard elements, and customers' eye movement analysis. Three categories of online advertising of advertising cost, advertising through means, and mass communication are considered as categories of intervening conditions according to Ambient advertising based on the use of eye tracking. The central categories of Ambient advertising based on the use of eye tracking in this model include three categories of Ambient advertising status, development of advertising influence, and effective advertising on customers' intentions. According to the results obtained in this model, three categories of advertising message attractions, evaluation of target Ambient advertising selection process, and advertising based on customers' taste have been included as strategies according to the central categories of Ambient advertising based on the use of eye tracking. According to open coding, the concepts related to the consequences of the model have been extracted, then according to the back and forth movement between the themes and concepts, the main categories have been extracted and named, and accordingly, the consequences are divided into three parts related to the competitive advantage, value-creating, and promotion of strategic marketing decisions are classified as the consequences of Ambient advertising based on the use of eye tracking. Discussion and conclusion The results obtained from the coefficients of the structural equations based on the effect of integrated advertising management on the advertising structure show that the value (t = 35.66) for this parameter (according to the 5% error rule in the region of rejecting the null hypothesis for values ​​outside the range of 1.96 to 1.96 of each parameter of the model) is out of the estimated range. Therefore, it can be stated that the first hypothesis of the research; the integrated advertising management has a positive effect on the advertising structure, is confirmed with 95% certainty. The result of this hypothesis is consistent with the research results of Boban et.al, (2020) and Rezabakhsh (2017). Based on the results of these researches, in today's competitive market environment, advertising companies have increasingly faced the challenges of good communication with customers in order to be able to introduce their new products and services to the market faster than their competitors. The results obtained from the coefficients of structural equations based on the effect of integrated advertising management on service delivery processes show that the value (t = 5.68) for this parameter is out of range. Therefore, it can be stated that the hypothesis of the researcher is confirmed with 95% confidence. The result of this hypothesis is consistent with the research results of Pelsmackera & et al, (2019) and Casado-Aranda et al, (2023). The results obtained from the coefficients of structural equations based on the effect of integrated advertising management on Ambient characteristics show that the value (t = 19.98) for this parameter is out of range. Therefore, it can be stated that the hypothesis of the researcher is confirmed with 95% confidence. The result of this hypothesis is consistent with the results of Hosseini & Masoome (2016) and Nikunj et al. (2017). The results obtained from the coefficients of structural equations based on the effect of advertising structure on value creation show that the value (t = 2.19) for this parameter is out of range. Therefore, it can be stated that the above assumption is confirmed with 95% confidence. The result of this hypothesis is consistent with the research results of Asadnejad et al, (2022). The results obtained from the coefficients of the structural equations based on the effect of the background conditions on the service provision processes show that the value (t = 7.12) for this parameter is estimated outside the range. Therefore, it can be stated that the hypothesis of the researcher is confirmed with 95% confidence. The result of this hypothesis is consistent with the research results of Busca & Bertrandias (2020). The results obtained from the coefficients of structural equations based on the effect of Ambient characteristics on value creation show that the value (t = 4.99) for this parameter is out of range. Therefore, it can be stated that the hypothesis of the researcher is confirmed with 95% confidence. The result of this hypothesis is consistent with the results of Hosseini et al., (2015) and Nikunj et al., (2017). The results obtained from the coefficients of the structural equations based on the effect of Ambient characteristics on recovery processes show that the value (t = 2.9) for this parameter is out of range. Therefore, it can be stated that the hypothesis of the researcher is confirmed with 95% confidence. The result of this hypothesis is consistent with the results of Nikunj et al., (2017) and Asadnejad et al, (2022). The results obtained from the coefficients of structural equations based on the effect of marketing processes on value creation show that the value (t = 9.003) for this parameter is out of range. Therefore, it can be stated that the hypothesis of the researcher is confirmed with 95% confidence. The result of this hypothesis is consistent with the research results of Asadnejad et al, (2022). The results obtained from the coefficients of the structural equations based on the effect of value creation on the development of relationships show that the value (t = 27.97) was estimated out of range for this parameter. Therefore, it can be stated that the hypothesis of the researcher is confirmed with 95% confidence. The result of this hypothesis is consistent with the results of Michael et al., (2018) and Hollebeek et al, (2019).  

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

Abstract Abstract
The purpose of this research is to investigate the effect of Sanctions’ Reduction and the financial strength of companies on the development of garment exports, considering the mediating role of direct exports and indirect exports. The research method is practical in terms of purpose and descriptive-survey-correlation in terms of method. The statistical population of this research includes the managers of garment manufacturing and exporting companies, and the sample size was determined to be 344 people using random sampling method. To analyze the data, the method of structural equations modeling has been used using Smart PLS software. The tool used for data collection is standardized questionnaire. The findings of this research show that the Sanctions’ Reduction has a direct and significant effect on the development of garment exports. Also, the financial Strength of companies has a direct and significant impact on the development of garment exports. Direct exports play a mediation role on the relationship between the Sanctions’ Reduction and the development of garment exports, the mediation role of indirect exports on the relationship between the Sanctions’ Reduction and the development of garment exports was also confirmed.
Extended Abstract
Introduction
A review of the latest statistical report on world trade, which was recently published by the World Trade Organization, shows that the dollar value of the world's textile and clothing exports was 315 billion and 505 billion dollars respectively in 2018, the ratio of the previous year increased 6.4 and 1.11 respectively, the increase was the fastest growth in the world's textile and apparel trade since 2012. It is also predicted that the annual growth rate of about 5% from 2019 to 2025 will bring the world's textile and clothing exports to about 1207 billion dollars in 2025. In Iran, many companies are active in the country's textile and clothing industries with operating licenses from the Ministry of Mining Industry and Trade, which constitute a significant percentage of all active industrial enterprises in the country. Also, these industrial units account for a significant percentage of the country's industrial employment. It is worth mentioning that this amount is related to industrial units, and due to the large number of small and trade units, the number of employees in the country's textile, clothing and leather industry is a significant amount of the entire industry (Ebadi et al, 2021). While the industries upstream of the apparel industry are also very important, the fashion industry is $1.3 trillion global business that employs more than 300 million people worldwide and represents a significant economic force and a significant driver of worldwide GDP (Gazzola et al, 2020). Considering that the export of clothing has high value added and foreign exchange earnings, it is also considered as one of the industries that have a very high employment generation capacity, and its capital-intensiveness considering its created sustainable employment is much lower compared to other industries (oil and petrochemical). Also, the growth of this industry affects other industries, and exports in this field can be driving force of upstream and downstream industries. Neglecting attention to Iran's garment exports has resulted that Iranian companies are not identifying the procedures and influencing factors for entering and stabilizing in these markets for consecutive years, and the managers of these industries have no effective strategy to develop their exports and overcome sanctions and improve their financial strength. Therefore, with the existing assumptions, this research seeks to answer the question of whether sanctions and the financial strength of companies can affect the development of garment exports, and whether direct export and indirect export can play a mediation role on the relationship between the Sanctions’ Reduction and the development of garment exports.
Theoretical Literature
Financial strength is a scientific process that helps an organization measure the effective use of company resources to maximize financial resources (Bei & Wijewardana, 2012). In other words, financial strength is an indicator to measure the probability of a company needing the support of third parties such as shareholders, banks, government, or official institutions to finance and pay the company's debt (Salimi et al, 2017).
Export is a set of actions and activities that are carried out to transfer the goods and services of commercial or governmental companies from one country to another for receiving currency or exchanging it for other goods and services (Moshabaki & Khademi, 2012). The most important export methods are direct export and indirect export. Direct export is an export in which goods and services move directly to foreign markets (Grozdanovska et al, 2017). Indirect export means the export of goods through intermediaries. They can be agents or companies that carry out the export. Agents act as brokers or establish a relationship between the exporter and foreign buyers (Grozdanovska et al., 2017).
Export development programs include all commercial, informational, and educational actions. In addition to sourcing, these programs also evaluate the export performance of the current period compared to the previous period. Despite planning for export development, these export programs are always accompanied by obstacles (Malca et al, 2020).
Sanctions are sets of restrictive measures applied by a country or a group of countries against a country that violates international laws or has violated accepted moral standards (Khaledi & Ardestani, 2022).
Research Methodology
The current research is applicable in terms of the purpose, and descriptive-survey-correlation in terms of the method. The tool used for data collection is a standard questionnaire (5-point Likert scale) as a result of the Alidaie et al, (2023) qualitative research work. The statistical population of this research includes the managers of garment manufacturing and exporting companies (N = 987); random sampling method was used to select the sample and finally, by Cochran's formula, at least 276 garment industry managers were selected to conduct the research, and 344 questionnaires were collected.
Research Findings
To analyze the hypotheses or the conceptual model of the research, Smart PLS 3 software was used, and the results showed that the effect of sanctions’ reduction on the development of garment exports was calculated as (0.415), which indicates a favorable effect. The t-test statistic was also obtained (7.586), which is greater than the critical value at the 5% error level, i.e. (1.96) and shows that the effect is significant. The effect of financial strength on the development of Iran's garment export has been calculated as (0.468), which indicates a desirable effect. The t-test statistic was also obtained (4.557), which is greater than the critical value at the 5% error level, i.e. (1.96), and it shows that the effect is significant. The effect of indirect export on the development of garment export has been calculated equal to (0.457), which indicates a favorable effect. The t-statistic was also obtained (4.497), which is greater than the critical value at the 5% error level, i.e. (1.96) and shows that the effect is significant. The effect of direct garment export on the development of garment export has been calculated equal to (0.581), which indicates a relatively strong effect. The t-test statistic was also obtained (9.211), which is greater than the critical value at the 5% error level, i.e. (1.96) and shows that the effect is significant. The effect of sanctions’ reduction on direct export of clothing has been calculated as (0.927), which indicates a very strong effect. The t-test statistic was also obtained (81.106), which is greater than the critical value at the 5% error level, i.e. (1.96) and shows that the effect is significant. The effect of sanctions’ reduction on indirect export of clothing has been calculated as (0.574), which indicates a favorable effect. The t- test statistic was also obtained (43.805), which is greater than the critical value at the 5% error level, i.e. (1.96) and shows that the effect is significant. The effect of sanctions’ reduction on financial strength has been calculated as equal to (0.451), which indicates a favorable effect. The t-test statistic was also obtained (3.144), which is greater than the critical value at the 5% error level, i.e. (1.96) and shows that the effect is significant. The effect of direct export on financial strength has been calculated equal to (0.414), which indicates a favorable effect. The t-test statistic was also obtained (4.711), which is greater than the critical value at the 5% error level, i.e. (1.96) and shows that the effect is significant. The effect of indirect export on financial strength has been calculated equal to (0.515), which indicates a desirable effect. The t-test statistic was also obtained (4.379), which is greater than the critical value at the 5% error level, i.e. (1.96) and shows that the effect is significant. The effect of direct exports on the relationship between the sanctions’ reduction and the development of garment exports shows that the partial mediation of direct exports is confirmed with an intensity of 0.56. The effect of indirect export on the relationship between the sanctions’ reduction and the development of garment exports also indicates that the partial mediation of indirect export is confirmed with the intensity of the effect of 0.33.
Conclusion
The results of the hypothesis "the sanctions’ reduction impacts on the development of garment exports" are confirmed. The results of this hypothesis are in line with the research of Pourebadollahan et al, (2019) and Jafari et al, (2023). The results of the hypothesis "financial strength on the development of Iran's garment export" are confirmed. The results of this hypothesis are in line with the research of Rasoulinezhad & Kazemnia (2019) and Khorshidi et al. (2015). The results of the hypothesis "direct exports play a mediation role on the relationship between the sanctions’ reduction and the development of garment exports" are confirmed. Therefore, the direct export plays a mediating role. Also, the results of the hypothesis "indirect exports have a mediation role on the relationship between the sanctions’ reduction and the development of garment exports" are confirmed, which indicates the mediation role of indirect exports. Considering that the current research is exploratory and has innovation, it does not have a similar research history in the field of garment export.
The policy makers of the country should try to reduce the sanctions as much as they can, and in the situation of sanctions, it is recommended to the garment manufacturers and exporters to switch to indirect exports if there is a problem with direct exports. Increasing communication with brokers in this field is the key to the success of these companies in indirect export. These companies can increase their financial strength through appropriate and optimal financing methods and select target markets that have high export value added. These companies can transform their distribution network into internet sales and distribution networks in the export target markets and do brand development in the export target markets and avoid exporting products with fake brands.

Abstract Abstract
The purpose of the current research is to provide a model of ecotourism and sustainable tourism development with an emphasis on foreign exchange and economic development of Qeshm Island. The research method is applicable in terms of purpose, and mixed (qualitative-quantitative) in terms of its implementation. The statistical population in the qualitative section includes 19 experts, including managers and experts in the field of tourism, hoteliers, travel agencies, tours and ecotours; by means of the snowball sampling method, and in the quantitative section, it includes 244 employees of the Cultural Heritage Organization, handicrafts and tourism of Qeshm Free Zone. Data collection in the qualitative part was done using semi-structured interviews of the members of the statistical community, and data collection in the quantitative part was done through a questionnaire. In the data analysis of the qualitative part, the coding process in the MAXQDA 2018 software was used, and in the quantitative part, SPSS 16 and AMOS software were used; and the data was analyzed using the factor analysis method. The results in the qualitative section showed that 207 interview codes, 68 subcategories, and 14 categories were extracted. Causal factors include cultural and social factors, the potential of Qeshm Island for tourism and economic and political factors, background features including geographical location, capacity and potential facilities of Qeshm and geosites, intervening conditions including lack of strategy and proper planning and infrastructural problems as well as strategies and interactions include goal-setting and strategy determination to achieve the goal, education and culture building, and providing suitable infrastructure for tourism. The results of quantitative analysis show the significance of measurement models and structural equations at the confidence level of 95%.
Extended Abstract                                          
Introduction
Ecotourism generally refers to tourism activities that are environmentally accountable and whose purpose is to protect the environment, improve people's knowledge about the environment, and local economic development. (Buckley, 2009) Ecotourism is usually related to natural areas and wild environments, and protects natural resources and wild species, and promotes the local economy (De Grosbois & Fennell, 2021). Ecotourism has become an integral part of tourism to increase awareness about environmental protection and reduce the negative effects of tourism while using sustainable natural and cultural tourism attractions (Darda & Bhuiyan, 2022). Sustainable development is a new concept that was formed after the industrial revolution and the problems created in connection with the industrialization of cities and the technological development of cities and the economic, cultural, political and social connection and special attention to ecological considerations (Masrouri Jannett & Falahat, 2016). Sustainable tourism is a sustainable method in the tourism industry and looks at all the effects of tourism, either positive or negative, with the aim of maximizing positive effects and minimizing negative effects (Mohammed, 2022). Ecotourism is a sustainable alternative to degraded livelihoods around protected areas in developing countries, and its contribution to poverty reduction is evident in terms of employment and income generation. As a result, studies of ecotourism partnerships evaluating have traditionally focused on the accumulation and distribution of economic benefits (Agyeman et al, 2019). Based on the said material, the researcher is trying to answer the question: How are ecotourism and sustainable tourism development with an emphasis on foreign exchange and economic development of Qeshm Island?
Theoretical framework
Tourism and ecotourism
Tourism is an economic and social activity that includes the travel and stay of people in places and areas outside of their residence. This activity includes observing tourist attractions, culture and entertainment in different destinations. Tourism can help the economic and cultural development of different regions and play an important role in creating jobs and increasing local income (Camilleri, 2018). Ecotourism is considered as a branch of tourism that focuses on environmental protection, sustainable development and promotion of local economy. Ecotourism pays attention to natural areas and pristine environments and tries to preserve them. This type of tourism emphasizes social and environmental responsibility and emphasizes the direct relationship with local communities and the protection of natural resources (Fennell, 2014).
Sustainable Development
Development and sustainability is one of the relatively new concepts in the world development literature, and was first used in the United Nations Summit under the title of Human Environment in Stockholm in 1372. Sustainability is an effort to achieve the best results in human and natural environment programs that are carried out for the present and unlimitedly for the future. Sustainability is a local, sensible, cooperative, and balanced process; performed in a balanced ecological environment, without export its problems to the surrounding areas or leave them on the shoulders of future generations (Asadiyan, 2023).
Currency exchange production and economic development
Currency production means less import and more export of goods and services. Economic development means increasing production, employment, welfare and economic growth. These two concepts are directly related to each other (Cypher, 2014).
Ruzbeh et al, (2023) investigated the presentation of the green governance model with a sustainable development approach in the health system (the case study of hospitals in Kerman city). The research findings showed that the causal factors include: balanced and integrated management, service provision, and financial resources; background factors Include: legal environment, political environment, cultural and social environment, and technology; intervention factors include: government policies; management of change strategies include: green governance affairs, contractual affairs, and partnership affairs; consequences include: creating alignment between policy goals and structure and culture in the health sector, promotion of administrative and environmental health, dynamism and adapting to changes and developments in the health system.
Nikfar (2023) investigated the evaluation and analysis of the role of ecotourism in urban development (case study: Zone 1 of Tehran). The results of the research showed that Tehran region 1 has the capabilities and potential of many natural attractions to attract ecotourism, and economic, institutional, social and cultural factors are considered to be the most important obstacles and challenges for the development of ecotourism in Tehran region 1, and ecotourism in Tehran region 1 can also play an effective role in the goals of urban development of Tehran city.
Research methodology
The research method is applicable in terms of purpose, and mixed (qualitative-quantitative) in terms of its implementation. The statistical population in the qualitative section includes 19 experts, including managers and experts in the field of tourism, hoteliers, travel agencies, tours and ecotours; by means of the snowball sampling method, and in the quantitative section, it includes 244 employees of the Cultural Heritage Organization, handicrafts and tourism of Qeshm Free Zone. Data collection in the qualitative part was done using semi-structured interviews of the members of the statistical community, and data collection in the quantitative part was done through a questionnaire.
Research findings
In the data analysis of the qualitative part, the coding process in the MAXQDA 2018 software was used, and in the quantitative part, SPSS 16 and AMOS software were used; and the data was analyzed using the factor analysis method. The results in the qualitative section showed that 207 interview codes, 68 subcategories, and 14 categories were extracted. Causal factors include cultural and social factors, the potential of Qeshm Island for tourism and economic and political factors, background features including geographical location, capacity and potential facilities of Qeshm and geosites, intervening conditions including lack of strategy and proper planning and infrastructural problems as well as strategies and interactions include goal-setting and strategy determination to achieve the goal, education and culture building, and providing suitable infrastructure for tourism. The results of quantitative analysis show the significance of measurement models and structural equations at the confidence level of 95%.
Conclusion
The current research was conducted with the aim of providing a model of ecotourism and sustainable tourism development with an emphasis on foreign exchange and economic development of Qeshm Island. The results of this research are in agreement with the results of Ruzbeh et al, (2023), Nikfar (2023), Mobasheri et al, (2023), Ghasemlu et al, (2022), Salman et al, (2022), Darda & Bhuiyan (2022), Hashemi Asl (2020), and Agyeman et al, (2019). Nikfar (2023) showed that the city of Tehran has many capabilities and potentials of natural attractions to attract ecotourism, and economic, institutional, social and cultural factors are considered to be the most important obstacles and challenges for the development of ecotourism in the 1st region of Tehran, and ecotourism in Tehran region 1 can also play an effective role in the goals of urban development of Tehran city.
According to the results of this research, it is suggested that the development of sustainable tourism in Qeshm Island requires extensive and coordinated measures. Among the important actions, we can point out the examples of the experiences of successful countries and cities, protecting tourist places by establishing laws, promoting ecotourism and encouraging ecotourism activities. Also, the development of suitable infrastructure for tourism, the use of renewable energy sources, and the support of local communities and economies are also of great importance. These measures, if implemented correctly, can help develop sustainable tourism and preserve the environment and local culture in Qeshm Island.

Abstract Abstract
The purpose of the current research is to present an entrepreneurial marketing model based on teamwork with an emphasis on start-up companies. The research method is applicable according to its purpose, and qualitative in terms of its implementation. The statistical population consists of 15 experts who are academic professors in the field of marketing management, and managers in the marketing and sales industry, who were selected by targeted non-probability sampling. Thematic analysis method and MAXQDA software were used for data analysis, and MICMAC software was used for effective and effected between variables. The results showed that 5 comprehensive themes and 13 organized themes and 87 basic codes were identified and extracted from the theme analysis method, and then using interpretative structural modeling, the identified indicators were leveled; and the results showed that the fourth level includes marketing strategy (C04) is the most effective one that acts as the cornerstone of the model and directly affects the third level criteria (content and marketing tools (C03), and marketing performance evaluation (C02)). The first level includes the development of teamwork (C04) as the most effective level. The dimensions of the second level (networking and marketing public relations (C01)) act as interfaces.
Extended Abstract                                          
Introduction
The last decade can be considered as the decade of attention to entrepreneurship and entrepreneurs in Iran. Due to the identification of the role and place of entrepreneurship in wealth creation and economic growth, the attention of policy makers and researchers in the field of management has been focused to the identification and understanding of entrepreneurial processes. Entrepreneurship has a meaning beyond the creation of work and employment. In fact, entrepreneurship has other positive and important consequences, such as the flourishing of creativity, encouraging innovation and its development, increasing self-confidence, creating and developing technology, generating wealth in society, and increasing general well-being; and if we just pay attention to its entrepreneurial aspect, we will be deprived of its other consequences (Hoseini et al, 2022).
 Entrepreneurial marketing is proactively identifying and exploiting opportunities to acquire and retain profitable customers through innovative approaches to managing risk, leveraging resources, and creating value; which includes elements of both concepts: entrepreneurship (activity, risk-taking, opportunity, and innovation), and marketing (customer focus, resource leverage, and value creation). The concept of entrepreneurial marketing focuses on innovations and the development of ideas in line with intuitive understanding of market needs (Gali et al, 2020). Accurate market analysis, identifying and exploiting opportunities, market research, and understanding customer needs are essential elements in entrepreneurial marketing practices. When setting goals, entrepreneurs must consider various factors such as their entrepreneurial goals and marketing strategy, the tactics they will employ, available resources, and the target market. In addition, entrepreneurs should also consider short, medium and long term goals during this process (Mohabattalab & Rezvani, 2018). According to the above, the researcher is looking answer for the following question: What is the model of entrepreneurial marketing based on teamwork with an emphasis on start-up companies?
Theoretical Framework
Entrepreneurial marketing
Entrepreneurial marketing is an organizational function and a set of processes to create, communicate and provide value to customers and to manage relationships with customers in ways that benefit the organization and its stakeholders; and characterized with innovation, risk-taking, being active, etc. It may be done without current controlled resources (Nijssen & Mullick, 2023). On the other hand, entrepreneurial marketing is characterized by responsiveness to the market and the apparently intuitive ability to anticipate changes in customer demands (Makhloufi et al, 2022; Opute et al, 2023). Entrepreneurial marketing is a spirit, an orientation, as well as a process for pursuing opportunities and launching and growing ventures that create perceived customer value through relationships, especially through the use of innovation, creativity, sales, market immersion, networking, or flexibility.
 
New companies (startups(
There are evidences that state that entrepreneurial marketing is one of the positive characteristics for any organization. Organizations that integrate marketing and entrepreneurial activities are better suited to find and exploit new market opportunities. One of the main advantages of the entrepreneurial marketing concept is its ability to respond to an ever-changing environment. When the entrepreneur is looking for new opportunities with regard to limited resources, he uses an innovative approach in facing this uncertainty (Clark et al, 2022).
Team work
A team is a limited number of people with complementary skills who are committed to a common goal, the same performance results, and a single approach; who are also responsible for all of these things that they have determined. The teams are connected so that their mission does not end even if only one team member is absent. But in groups, people's personalities are much more independent. It can be said that the concept of team is explained by the word synergy. Synergy happens when people come together to create results that exceed the sum of people's ability (Masumi & Javaherizadeh, 2020).
Assarian et al, (2024) investigated the formulation of the native model of social media marketing of online stores. All the indicators obtained from the qualitative analysis of 10 interviews; including 11 categories and the number of 52 indicators, have been used to formulate the native model of social media marketing of online stores. The result of data analysis has been presenting a paradigmatic model including six components of causal conditions (information and communication technology, time management, and cost management), contextual conditions (infrastructure of online stores), intervening conditions (sanctions and economic problems and risk management), strategies (use of force human expert and the use of influencers), the central phenomenon (social media marketing), and consequences (sustainability in the use of social networks, and special value of the brand). A number of indicators were also identified for each of the identified main categories.
Moradi ziba et al, (2023) investigated the formulation of digital marketing strategies model in successful Iranian startups. The results of the qualitative part indicated that 241 primary codes, 46 central codes, and 14 selective codes were identified and extracted. The results of the research showed that causal conditions with 4 variables of network capability, use of artificial intelligence, marketing capability, and customer knowledge have an effect on digital marketing strategies, and the results of confirmatory factor analysis showed that the fit indices of the model were confirmed.
Research methodology
The research method is applicable according to its purpose, and qualitative in terms of its implementation. The statistical population consists of 15 experts who are academic professors in the field of marketing management, and managers in the marketing and sales industry, who were selected by targeted non-probability sampling.
 
Research findings
Thematic analysis method and MAXQDA software were used for data analysis, and MICMAC software was used for effective and effected between variables. The results showed that 5 comprehensive themes and 13 organized themes and 87 basic codes were identified and extracted from the theme analysis method, and then using interpretative structural modeling, the identified indicators were leveled; and the results showed that the fourth level includes marketing strategy (C04) is the most effective one that acts as the cornerstone of the model and directly affects the third level criteria (content and marketing tools (C03), and marketing performance evaluation (C02)). The first level includes the development of teamwork (C04) as the most effective level. The dimensions of the second level (networking and marketing public relations (C01)) act as interfaces.
Conclusion
The current research was conducted with the aim of presenting an entrepreneurial marketing model based on teamwork with an emphasis on start-up companies. The results of the present research are in agreement with the results of Assarian et al, (2024), Moradi ziba et al, (2023), Torres & Jasso (2022), Adeeko & Osunade (2022), Allah Yar (2020), De Groote & Backmann (2020), Amiri (2020), Shabani et al, (2021), Shahramfar et al, (2021), Kordheydari et al, (2019), and Rundquist & Österling (2018). Adeeko & Osunade (2022) showed that the navigation of entrepreneurial marketing education provided through the basic course of entrepreneurship has a significant effect on the entrepreneurial mindset and entrepreneurial skills of students, so it should be sustained.
According to the results of the research, the following suggestions are presented:
Holding weekly or monthly meetings with the team to review progress, resolve issues, and make joint decisions.
 Promoting a culture of cooperation and sharing information and experiences within the team. Creating an environment where team members feel converged and learn from each other.
Holding team-making events and recreational activities to strengthen personal relationships and motivate team members.
Determining the content strategy compatible with the macro marketing strategy. Determining the role of content in attracting customers, keeping them, and promoting products and services.

Abstract Abstract
The aim of the present research is to present effective innovative strategies in the development of cosmetics industry with an emphasis on international entrepreneurship. The research method is applicable in terms of its purpose, and qualitative in terms of its implementation. The statistical population of the research includes 7 managers and officials of Sehat Industrial and Trading Company and 3 academic experts. The data collection tool is interview. To analyze the research data, theme analysis; which is a method to determine, analyze, and express of the patterns (themes) in the data, as well as MAXQDA software was used. According to the obtained results, the innovation strategies are: aggressive innovative strategies, innovative technology absorption strategies, pioneering innovative strategies, risky innovative strategies, among which the innovative technology absorption strategies have the first priority and risky strategies have the last priority according to the prioritization. The test hypotheses that show the impact of aggressive innovative strategies, innovative strategies, pioneering innovative strategies, and risky innovative strategies on the development of the cosmetics industry were all confirmed. Managers and officials active in the cosmetics industry are suggested to help the development of the cosmetics industry by absorbing up-to-date technologies.
Extended Abstract                                          
Introduction
Innovation is one of the main factors in gaining the competitive advantage of companies, and in order to achieve rapid growth and success in the markets (in domestic and international arenas), companies have a great desire to use technological innovation and provide new and high-quality products (Tajadin et al., 2012). Therefore, the link between innovation and strategy is important for the effective management of innovation; and without strategy, it will not be possible for innovation to improve performance and other organizational successes (Akman & Yilmaz, 2018). Innovation helps companies to gain a competitive advantage in an uncertain environment and dominate their opponents, and this has an important effect on the company's performance in the long term; and also, it is the innovation which is the main factor that causes businesses to grow. Organizational innovation is the driver of organizational growth of the creator of future successes, and a tool that allows businesses to prove their existence in the global economy. Peter Drucker briefly states that every organization needs a core capability, and this important competency is innovation (Eidi et al, 2019). Innovation helps companies to gain a competitive advantage in an uncertain environment and dominate their opponents, and this has an important effect on the company's performance in the long term, and innovation is also the main factor that causes businesses to grow (Eyni, 2020).
The industry sector is the main driver of growth, success and innovation of countries. In addition to creating added value, this sector will lead to the creation of employment more than other sectors of the economy. Adding value, creating jobs, stimulating innovation, and responding to consumer needs are key factors for long-term and sustainable economic growth. The strong flow of innovation in the field of raw materials, information technology, production and manufacturing processes, and creation of new opportunities to design and manufacture new products and services are among the issues that will lead to the country's economic growth through the industry sector (Zare, 2019). One of the main axes of entrepreneurship is innovation, and by the implementation of innovation strategies, international entrepreneurship can occur in this industry to be developed, hence the main issue in this study is: how is the presentation of effective innovative strategies on the development of the cosmetics industry with the emphasis on international entrepreneurship?
Theoretical Framework
Innovation strategy
Innovation strategy in organizations is one of the central trends in recent years, and is considered very vital for organizational adaptation and restructuring and its competitive advantage. The term innovation strategy includes various components such as innovation creation, innovation adoption, and innovation diffusion. The gap that exists is that the program and components of the R&D innovation strategy process are not well structured (Parellada et al, 2021; Kim & Huarng, 2020).
International entrepreneurship
International entrepreneurship is a creative process of discovering and exploiting opportunities outside domestic markets and in search of competitive advantage, which is a bold process of creating managerial value, through which people adopt innovative behaviors, proactively combined with calculated risk-taking, to successfully pursue foreign business opportunities arising from inefficiencies in the multinational market with the aim of achieving financial and non-financial rewards. One of the most important decisions in international entrepreneurship is choosing a strategy to enter emerging international markets. Today's emerging international entrepreneurs are more inclined towards innovation and looking for opportunities, and their participation in international activities is largely influenced by their owner or founder (Sarhadi, 2019).
Saadat et al, (2023) investigated the impact of business strategies on innovative performance in order to achieve effective performance in defense industry subsidiary companies. The obtained results indicate the existence of a significant relationship between the variables of business strategy and innovative performance, and the predictive and control capabilities and flexibility of business strategies are effective in promoting innovative performance. Also, the fit indices of the model indicate that the presented model has a suitable fit.
Arabshahi & Abbaszadehgaretekan (2023) investigated the effect of electronic customer relationship management on marketing performance by analyzing the mediating role of product innovation and emphasizing customer knowledge. The findings show that the electronic customer relationship management variable had a positive and significant effect on product innovation development, and the product innovation development variable also had a positive and significant effect on marketing performance. Also, customer knowledge had a positive and significant impact on marketing performance and product innovation development, and electronic customer relationship management and customer knowledge had a positive and significant impact on marketing performance through product innovation development.
Research methodology
The research method is applicable in terms of its purpose, and qualitative in terms of its implementation. The statistical population of the research includes 7 managers and officials of Sehat Industrial and Trading Company and 3 academic experts. The data collection tool is interview.
Research findings
To analyze the research data, theme analysis; which is a method to determine, analyze, and express of the patterns (themes) in the data, as well as MAXQDA software was used. According to the obtained results, the innovation strategies are: aggressive innovative strategies, innovative technology absorption strategies, pioneering innovative strategies, risky innovative strategies, among which the innovative technology absorption strategies have the first priority and risky strategies have the last priority according to the prioritization. The test hypotheses that show the impact of aggressive innovative strategies, innovative strategies, pioneering innovative strategies, and risky innovative strategies on the development of the cosmetics industry were all confirmed. Managers and officials active in the cosmetics industry are suggested to help the development of the cosmetics industry by absorbing up-to-date technologies.
Conclusion
The current research was conducted with the aim of providing effective innovative strategies in the development of the cosmetics industry with an emphasis on international entrepreneurship. The results of this research are in agreement with the results of Saadat et al, (2023), Arabshahi & Abbaszadehgaretekan (2023), Bauj Khushmian & sadoughi (2022), Zahra et al, (2022), Eshkor Vakili & nojabaei (2022), Kral & Janoskova (2021), Eyni (2020), and Beyene et al, (2016). Zahra et al, (2022) presented the definitions of corporate innovation strategy and diverse opinions of authors around the world about the realization and analysis of strategy in economic enterprises. Regarding the most important results obtained from issues, needs, and opportunities; this study highlights the insufficient knowledge about formulation and implementation of innovation strategies. Moreover, it emphasizes the lack of information about the importance of innovative activity as a capability that can be systematically developed within the framework of an innovation strategy, regarding input, transformation process, and production.
According to the results of the research, the following suggestions are presented:
1- The managers of the company should make the necessary investments to import new technologies using expert staff to provide more qualitative products and services in global markets.
2- Importance should be given to knowledge management because this will lead to better and more correct decisions by managers.
 

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

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

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

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

Abstract Abstract The purpose of this research in the first stage was to examine the mediating role of customer commitment on the relationship between customer's experience and engagement behaviors, and in the second stage to investigate the relationship between customer experience components on commitment and customer engagement behaviors and commitment on customer engagement behaviors. This research is applicable and of a descriptive-survey type. The statistical population of this research was all customers of Ofogh Korosh stores in Isfahan city, the sample size was determined based on Cochran's formula for an unlimited population of 384 people; and for greater certainty, 429 questionnaires were collected and analyzed. A simple random method was used for sampling, and a questionnaire was used to collect data. Also, the reliability of the research was evaluated and confirmed through Cronbach's alpha coefficient. In order to test the hypotheses, the structural equation model and Smart PLS version 3 and SPSS version 19 software were used. Data analysis showed that there is a significant relationship between customer experience and customer engagement behaviors with the mediating role of customer commitment. There is a positive and significant relationship between the components of customer experience (cognitive, emotional, physical/sensory, and social) with customer commitment. In addition, there is a positive relationship between customer commitment and customer engagement behaviors. There is a significant relationship between customer experience components (cognitive, emotional, physical/sensory, and social) with customer engagement behaviors (acceptance, cooperation, feedback, helping others, and positive word-of-mouth advertising). Therefore, by focusing on providing positive customer experiences that strengthen commitment, organizations can drive engagement behaviors and cultivate a loyal customer base. Extended Abstract Introduction Creating an excellent customer experience is a major and challenging issue in marketing (Saeedi et al, 2023; Raeisi Ziarani et al, 2023) and for companies in today's competitive world, it has created a competitive environment where four out of five companies compete with each other for customer experience; and success belongs to those companies that create a better experience for customers (Saeedi et al, 2022); because creating a positive experience is the basis for business growth and development (Raeisi Ziarani et al, 2023). Pleasant experiences can give customers a higher perception of service quality and encourage them to provide suggestions and information to retailers and other customers (Raeisi Ziarani et al, 2023). Customer experience plays an important role in shaping customer commitment (Yingfei et al, 2022). Studies have shown that customers who have a positive social experience interacting with retail employees or other customers contribute to the retailer and other customers and may develop a committed and emotional relationship with the retailer (Raeisi Ziarani et al, 2023; Merdiaty et al, 2023). 2022). Therefore, organizations should prioritize providing exceptional customer experiences to strengthen customer commitment. In addition, commitment affects customer engagement behaviors and causes customer engagement (Chen et al, 2010). In the field of retail, companies must establish strong relationships between the company and the customer by involving customers. Customer engagement is defined as the behavioral disclosure of customers towards a company, product or brand that originates from motivational stimuli (Xuan Do et al, 2020; Barari et al, 2021). According to social exchange theory, customers committed to a particular retailer are willing to support the company as a sign of mutual involvement (Anaza & Zhao, 2013). The social exchange theory shows that when customers are satisfied with the services received from a company, they consider the company as their trading partner to provide superior services and are motivated to voluntarily engage in extra-role behaviors (Raeisi Ziarani et al., 2023). Therefore, customers who gain effective social experiences from interacting with retail employees or other customers are more inclined to help retailers and other customers (Roy et al, 2022). In addition, customer engagement is influenced by customer experience factors and plays a central role in the value creation process that can be beneficial for both parties (Honora et al, 2023). Raeisi Ziarani et al. (2023); Syahputra & Murwatiningsih (2023); and Merdiaty et al. (2022) state that in order to achieve positive customer engagement, companies must create a positive experience for customers. Studies indicate that customers who have positive experiences with the brand are more likely to participate in behaviors such as brand advisors, participating in loyalty programs, and providing feedback (Shukla et al, 2016). But when the customer's evaluation of the brand experience is negative, he tends to inappropriate behaviors such as not providing feedback (Chen et al, 2021). As a result, the researcher of this study seeks to answer two questions: Does commitment have a mediating role on the relationship between experience and customer engagement behaviors or not? and do the components of customer experience have an effect on the commitment and behavior of customer engagement or not? Theoretical framework Customer experience Customer experience is considered as direct or indirect customer interactions that are influenced by cognitive, emotional, physical/sensory and social elements in the interaction process (Roy et al, 2022). A pleasant experience makes the customer return to use the services provided by the company (Syahputra & Murwatiningsih, 2019). Customer commitment Commitment is defined as a multidimensional structure that includes emotional, normative, economic, compulsory and habitual components, and both parties desire to maintain long-term relationships (Roy et al, 2022). Studies have shown that customers who have a positive experience interacting with retail employees develop a committed and emotional relationship with the retailer (Merdiaty et al, 2022) and if they have a poor experience, they are less likely to communicate with the brand or retailer (Shukla et al, 2016). Customer engagement behaviors Customer engagement is defined as a psychological state that reflects interactive and creative experiences of customers with a company (Verleye et al, 2014). Customers will believe that the company cares about their interests and needs when they feel that the company has the ability and integrity necessary to provide good answers to customers during interactions with them (trusting the company). Therefore, customers will be committed to the company, and this will increase their willingness to create and maintain quality relationships with the company (Roy et al, 2022; Wijaya & Simamora, 2023). Paisri et al., (2022) investigated customer experience and commitment on electronic word of mouth advertising and revisit intention. The results showed that there is a positive relationship between all components of customer experience (educational, entertainment, aesthetic, and escape) and commitment (emotional and continuous). Affective commitment mediates the relationship between entertainment experiences, escape from reality, electronic word of mouth and revisit intention. Finally, they stated that managers should focus on customer experience to create customer commitment, positive electronic word of mouth, and revisit intention. Mozaffari Asrami & Yousefi Saeedabadi (2021) investigated the effect of brand experience on customer engagement, considering the mediating role of service quality. The results showed that brand experience has a significant effect on customer interaction. Also, brand experience affects the quality of service. In addition, service quality has a direct effect on customer interaction; and finally, service quality plays a mediating role on the relationship between brand experience and customer engagement. Research methodology The present study is applicable in terms of purpose, and descriptive-survey in terms of data collection. The statistical population of this study is all the customers of Ofogh Korosh stores in Isfahan city. The sample size was determined based on Cochran's formula for an unlimited population of 384 people; and for greater certainty, 429 questionnaires were collected and analyzed. Simple random method was used for sampling, and closed questionnaire of Roy et al. (2022) with a five-point Likert scale was used to collect data. Research findings In order to test the hypotheses, the structural equation model was used through the partial least squares method, and Smart PLS version 3 and SPSS version 19 software were used. The findings of the research showed that based on the significant values ​​related to the hypotheses, the main hypothesis and the first to ninth sub-hypotheses were confirmed except the sixth hypothesis. As the results showed, customer commitment mediates the relationship between customer experience and customer engagement behaviors (Sobel test statistic is 4.45 and is higher than 1.96). Also, there is a significant relationship between the components of customer experience (emotional, sensational, physical/sensual and social) with customer commitment (total significant coefficients are greater than 1.96). In addition, there is a significant relationship between commitment and customer engagement behaviors (the significant coefficient is equal to 7.58, which is higher than 1.96). Finally, the components of customer experience, including emotional, physical/sensual, and social, have an effect on customer engagement behaviors (total coefficients of the significance is greater than 1.96), while the cognitive component has no relationship with customer engagement behaviors (the significance coefficient is equal to 1.09, which is less than 1.96). Conclusion The purpose of this study in the first stage is to examine the mediating role of customer commitment on the relationship between experience and customer engagement behaviors, and in the second stage to investigate the relationship between customer experience components on commitment and customer engagement behaviors, and commitment on customer engagement behaviors. The results of this research is consistent with the results of Roy et al., (2022); Yingfei et al., (2022); Paisri et al., (2022); Mozaffari Asrami & Yousefi Saeedabad (2021); Chen et al., (2021); Raeisi Ziarani et al., (2023); and Barari et al., (2021). The results related to the main hypothesis showed that customer commitment mediates the relationship between customer experience and customer engagement behaviors. Therefore, it is suggested that Ofogh Korosh store should use attractive discounts and support the ideas and opinions of loyal customers in order to improve customer experience and engagement. The results related to the first to ninth sub-hypotheses (except the sixth sub-hypothesis) showed that the components of customer experience have an effect on customer commitment and engagement behaviors. Therefore, it is suggested that the store of Afogh Korosh causes customer commitment and involvement through easier transportation, offering discounts based on the purchase volume, creating a relaxing atmosphere, providing training to the employees to establish satisfactory communication. The results related to the fifth hypothesis showed that commitment has an effect on customer engagement behaviors. Therefore, it is suggested that Afogh Korosh store increases customer commitment by handling customer complaints and empathizing with front-line employees, and increasing customer interaction with the store by facilitating service delivery and requests to fill out customer feedback forms. Finally, the variables present in this research are necessary for the survival of any retail store, and not paying attention to them leads to the reduction of long-term relationships with customers, which results in the lack of profitability of the retail store. Also, buyers who are committed to a relationship show a willingness to make more efforts on behalf of the company in return for previous benefits received from the company, and are more willing to associate with the organization and help recover failed services. By increasing the level of commitment, customers gain a better understanding of what is expected of them during the exchange process and spend more time contributing to the successful delivery of the company's services in the future.

Abstract Abstract The purpose of the current research is to find a model to build an efficient customer club for the quantitative and qualitative development of increasing customers in the banking system. According to its purpose, the research method is a\applicable; and in terms of implementation method, it is mixed (qualitative-quantitative); and exploratory in terms of the research implementation strategy. The statistical population in the qualitative section includes 11 specialists and experts, managers, and vice-presidents of the bank, and experts in the field of management model and customer club, selected through purposeful sampling and snowball; and the statistical population in the quantitative section includes 385 people from all members of the Saderat Bank's customer club, selected using Cochran's formula as a sample and by simple random sampling. Data collection tools include semi-structured interviews and researcher-made questionnaires in the quantitative section. In the data analysis, using the theme analysis approach, MAXQDA10 software was used in the qualitative part, and SPSS and AMOS software were used in the quantitative part. The results in the qualitative part showed that 93 open codes, 52 sub-themes, and 6 main themes were identified from the interviews in the form of the dimensions of the efficient customer club building model; and the results of the quantitative part showed that the identified components have an explanatory and meaningful effect on the construction of the efficient customer club in the banking system in the direction of quantitative and qualitative development of customer increasing. Extended Abstract Introduction Customer is the most important asset and tool related to the profitability of an organization (Saprianto et al, 2021). Attention to the customer is so important that the success of an organization and structure is evaluated in customer satisfaction (Javad et al, 2021; Son et al, 2021). Customer satisfaction is an index directly related to the issue of customer loyalty, and loyalty is the most important issue in relation to profitability and business success based on the creation of perceived value for the audience (Patma et al, 2020; Jain et al, 2015). The issue of business and customers is a multifaceted structure related to many variables that involves different organizations in different dimensions (Pollak et al, 2022; Raza et al, 2022). In this context, different business organizations use specific strategies to increase income and business success in order to create maximum profit and financial and income capability (Federo & Carranza, 2016). Therefore, as it is clear in the current situation, identifying customer behavior and their interests and views is very important and necessary in commercial success and economic competition. The basic goal in this field is to apply a tool to change and identify the interests and tastes of the customer in order to gain power and make fundamental changes in this field (Solomon, 2013). A comprehensive review of the studies conducted in the field of building a banking customer club indicates that the identification of the dimensions of the comprehensive model is very effective in identifying the factors of building an efficient customer club for the quantitative and qualitative development of customer growth in the banking system; on the other hand, the novelty of the topic of building an efficient customer club, the generalization of the research done in this field, and the lack of a suitable model for building an efficient customer club prompted the researcher through acquiring sufficient knowledge in the above field and applying the knowledge and experiences of academic consultants and bank managers; to explore the dimensions of building an efficient customer club in order to identify the dimensions and indicators of a comprehensive model for building an efficient customer club, and to answer this key question for us, which is: how is the model of building an efficient customer club for the quantitative and qualitative development of increasing customers in the banking system? Literature The importance of the customer Customer and understanding its behavior are the most important assets of the organization in business success and related patterns, and companies in relation to people look for their most important program on this index and its achievement (Bryan et al, 2017); In other words, the sale of the product and the use of services and success in the competitive and economic market depend on attracting customers and maintaining the customer's trust in the desired product. Different business organizations use specific strategies to increase income and business success in order to create maximum profit and financial and income capability; therefore, as it is clear in the current situation, identifying customer behavior and their interests and views is very important and necessary in commercial success and economic competition (Federo & Carranza, 2016).   Customer satisfaction Customer satisfaction is an index directly related to the issue of customer loyalty, and loyalty is the most important issue in relation to profitability and business success based on the creation of perceived value for the audience (Patma et al, 2020; Jain et al, 2015). Customer club A customer club is a suitable infrastructure for increasing the interaction between the company and the customers. In this way, a close relationship is created by creating contact and feedback around the customers, and this relationship will exist throughout the whole period of customer communication. The types of customer clubs include two main models: 1- The easy to join open club, as the name suggests, it is open to everyone, because it has no cost and conditions. Here is the company that needs members. Most of the members use the facilities of the club. Companies can calculate the value of having an open club by considering the costs of brochures and information in order to be in contact with members (even if the customer is not a profitable customer). 2- Limited club: in this type of clubs, unlike open ones, members or customers have to pay a membership fee to become a member, and often fill out a long and complete form. In this way, few members will be really interested in membership (Vazife dost et al, 2010). Ahmadi et al, (2023) investigated the presentation of the customer loyalty measurement model based on the five senses, emphasizing the mediating role of perceived value in the insurance industry (a case study of life and investment insurance). The results showed that the five senses with the mediating role of perceived value have a positive and direct effect on customer loyalty, and the fit of the proposed model for the relationship of the variables has been confirmed. Sohaib (2022) investigated repurchase intentions in the banking industry. The results show that relationship quality positively and significantly affects repurchase intention. Switching cost has been determined as a moderator between relationship qualities and repurchase intention. The implication of this is that service industry professionals should not ignore the importance of relationship quality and switching costs, as they have a significant impact on repurchase intention. Research methodology According to its purpose, the research method is a\applicable; and in terms of implementation method, it is mixed (qualitative-quantitative); and exploratory in terms of the research implementation strategy. The statistical population in the qualitative section includes 11 professionals and experts, managers, and vice-presidents of the bank, and experts in the field of management model and customer club, selected through purposeful sampling and snowball; and the statistical population in the quantitative section includes 385 people from all members of the Saderat Bank's customer club, selected using Cochran's formula as a sample and by simple random sampling. Data collection tools include semi-structured interviews and researcher-made questionnaires in the quantitative section. Research findings In the data analysis, using the theme analysis approach, MAXQDA10 software was used in the qualitative part, and SPSS and AMOS software were used in the quantitative part. The results in the qualitative part showed that 93 open codes, 52 sub-themes, and 6 main themes were identified from the interviews in the form of the dimensions of the efficient customer club building model; and the results of the quantitative part showed that the identified components have an explanatory and meaningful effect on the construction of the efficient customer club in the banking system in the direction of quantitative and qualitative development of customer increasing. Conclusion The current research was conducted with the aim of modeling the construction of efficient customer clubs for the quantitative and qualitative development of customer growth in the banking system. The results of this research are aligned with the results of Bhatt et al., (2018), El Islahat (2021), Bhat et al., (2018), Federo & Carranza (2018), Carraro et al., (2020), Rizvani et al, (2017), Ahmadi et al., (2023), Sohaib (2022), Ho & Wong (2022), Thuy & Quang (2022), Mansouri et al, (2022), Mirzaee Azandariani & Arya (2022), Supriyanto et al., (2021), Rezvani et al., (2017), Yavasarang (2014). Sohaib (2022) showed that relationship quality positively and significantly affects repurchase intention. Switching cost has been determined as a moderator between relationship quality and repurchase intention. The implication of this is that service industry professionals should not ignore the importance of relationship quality and switching costs, as they have a significant impact on repurchase intention. It is suggested to develop a unique model to create an efficient customer club, including various benefits; and by clarifying the rules of benefiting from facilities and membership, along with accurate information and proper advertising, the field for the expansion of the club should be provided.

Abstract Abstract The aim of the current research is to provide a model to explain unfavorable risk and favorable risk with regard to psychological variables in predicting market fluctuations in the Iranian capital market. According to its purpose, the research method is applicable-developmental; and in terms of the research method, it is in the category of qualitative research of thematic analysis type. The statistical population of this research includes 18 Iranian capital market experts who have at least 10 years of teaching, research and management experience in the stock market. Purposeful sampling method was used in this research. The method of data collection is referring to documents and semi-structured interviews. For data analysis, Atlas ti software was used to code the interviews. The findings of the research showed that the model for explaining unfavorable risk and favorable risk according to psychological variables includes the model of one overarching theme, five constructive themes, and 23 basic themes. The dimensions of the research include: favorable and unfavorable risk factors, market conditions, psychological conditions, risk control strategies, and success in market forecasting. The research components include: financing, marketing communications, information accuracy, bankruptcy financial indicators, bankruptcy non-financial indicators, political factors, interpretation of fluctuations, economic factors, factors related to the stock market, factors related to the company, brokerages, personality, optimistic behavior, over-trusting behavior, risk-averse behavior, emotional behavior, financial education, monitoring and evaluation, rules and regulations, economic added value, company value, individual satisfaction, and economic growth. Extended Abstract Introduction Individuals may react under the impression of their emotions and personal preferences on economic events, which can have an impact on market volatility. Therefore, the models explaining unfavorable risk and favorable risk according to psychological variables can help to improve the prediction of market fluctuations and understand the influencing factors, which can be very valuable for investors, financial analysts, and economic decision makers (Ajello & Pike, 2022). To manage adverse risk and favorable risk in the stock market, investors must use different tools. These tools include diversifying the portfolio, using the importance of time (proper timing of buying and selling assets), using derivative instruments such as options and futures, as well as using financial and economic analysis to predict market changes. Also, paying attention to global economic conditions and analyzing the impact of current events on the market is very important (Giglio et al, 2016). In general, risk management in the stock market requires a suitable combination of analytical knowledge, financial strategies, and a deep understanding of unfavorable and favorable market factors. Smart decision-making and proper management of risks can help preserve investors' capital and increase their returns (Cortes et al, 2020). According to what has been said, the main question of the present research is: what is the explanation model of unfavorable risk and favorable risk with regard to psychological variables in predicting market fluctuations in the Iranian capital market? Theoretical framework Risk According to the new definitions of risk, which is more compatible with investors' perception of risk, increasing the yield of financial assets is not considered as risk. The conventional definition of risk refers to any fluctuations that include valuable investment opportunities. In the new definitions and the indicators designed based on it, only adverse changes (observations that are less than a certain rate of return) are defined as risk (Yuanfang, 2023).   Favorable and unfavorable risk Optimal risk measures are based on the assumption that upward movements in returns and therefore upward volatility in expected or average returns are also considered risks. On the other hand, favorable risk shows the probability or potential of increasing the yield of an asset or investment, based on a percentage or amount, which can be a measure of the attractiveness or desirability of that asset, and the higher it is, the more attractive the investment (Nikoo et al, 2020). Adverse risk measures the probability that the price of an asset or investment will decline, or the amount of loss that could result from a potential price decline. Adverse risk is an estimate of the potential for an asset to decline in price when market conditions do not go well; or the amount that may be lost on an investment. In other words, it is the part of risk that has a negative effect on investment. Adverse risk is a measure of risk that measures the difference between a risky position and its opposite risk-free position, and considers only unfavorable deviations. Traut (2023) presented a research entitled: 'What we know about low-risk anomaly: a literature review'. This paper concludes that, despite some criticisms, there are good reasons to believe that the low-risk anomaly can be evaluated as an investment factor. It also indicates that more research is needed to disentangle the proposed causes to fully understand the big picture of the anomaly with certainty. He et al, (2023) presented a research titled investigating favorable and unfavorable risk jumps in dynamic processes of three rates: domestic interest rate, foreign interest rate, and exchange rate. To bridge the gap between the asymmetric jump in the foreign exchange market and current models, a correlated asymmetric jump model is proposed to show the co-movement of related jump risks for three rates and identify the related jump premium. The results of the likelihood ratio test show that the new model performs best in 1, 3, 6 and 12 months maturities. The in- and out-of-sample test results show that the new model can capture more risk factors with relatively small pricing errors. Finally, the risk factors captured by the new model can explain exchange rate fluctuations for different economic events. Research methodology According to its purpose, the research method is applicable-developmental; and in terms of the research method, it is in the category of qualitative research of thematic analysis type. The statistical population of this research includes 18 Iranian capital market experts who have at least 10 years of teaching, research and management experience in the stock market. Purposeful sampling method was used in this research. The method of data collection is referring to documents and semi-structured interviews. Research findings For data analysis, Atlas ti software was used to code the interviews. The findings of the research showed that the model for explaining unfavorable risk and favorable risk according to psychological variables includes the model of one overarching theme, five constructive themes, and 23 basic themes. The dimensions of the research include: favorable and unfavorable risk factors, market conditions, psychological conditions, risk control strategies, and success in market forecasting. The research components include: financing, marketing communications, information accuracy, bankruptcy financial indicators, bankruptcy non-financial indicators, political factors, interpretation of fluctuations, economic factors, factors related to the stock market, factors related to the company, brokerages, personality, optimistic behavior, over-trusting behavior, risk-averse behavior, emotional behavior, financial education, monitoring and evaluation, rules and regulations, economic added value, company value, individual satisfaction, and economic growth. Conclusion The current research was conducted with the aim of providing a model to explain the unfavorable risk and the favorable risk according to the psychological variables in predicting market fluctuations in the Iranian capital market. The results of this research are in agreement with the results of Lu et al, (2023), Traut (2023), Xiang & Borjigan (2023), He et al, (2023), Shahrzadi & Foroghi (2022), Shah et al, (2022), Racicot & Theoret (2022), Ali et al, (2022), Dasineh et al, (2021), Rad kaftroudi et al, and (2020). Xiang & Borjigan (2023) showed that linear and non-linear risk spillover networks at different risk levels show different topology characteristics; they are unevenly distributed at each risk level. At the system level, there is a significant difference in uniqueness and overlap between linear and non-linear risk spillover networks. At the sector level, financial sectors (such as DF and RE sectors) can generate a certain spillover effect on real economy sectors across the quantile, but the net spillover effects of financial sectors are smaller than that of some real economy sectors. Finally, crisis shocks affect the risk spillover effects between the financial sectors and the real economy. In the downward and upward cases, the spillover effects between sectors are greater in the crisis period than in the pre-crisis period. According to the results of the research, the following suggestions were presented: It is suggested that investors always carry a notebook with them when reviewing their investments and record all their reasons and opinions, feelings, and emotions about their investments in that notebook and read it once in a while. It is suggested to financial advisors that before giving any kind of financial advice to the clients, the personality type of the people and the level of their willingness to perceptual errors should be measured and checked, and adjust the portfolio of the people or attempt counseling based on that.

Abstract Abstract
Market share is a part of the total market that a company allocates to itself and prepares, adjusts and implements its marketing plans in order to meet its needs. This study was conducted to develop a local model of increasing market share in Iranian dairy industries with a qualitative approach. The current research is considered to be applicable in terms of its purpose, and exploratory qualitative in terms of code collection method. The target population includes 12 experts, including professors of Islamic Azad University in marketing fields, including marketing managers in dairy companies who are familiar with market share issues. Sampling was done with the purposeful method until theoretical saturation was reached in the interviews. The main tool of data collection in the field section includes semi-structured interviews. Data-based theory approach by means of MAXQDA.20 software was used to analyze qualitative data and provide a paradigm model. Based on the results of the qualitative analysis, 22 categories and 78 indicators were identified in the form of six main categories including causal conditions (internal marketing, product life cycle management, market attractiveness, marketing mix, competitive strategy and planning and targeting), background factors (characteristics of customers, competitive environment and market turbulence), central phenomenon (market share development strategy), strategies and measures (market share management, sales promotion, advertising, competition, special brand value and market segmentation), intervening factors (management risk and sustainable competitive advantage) and consequences (stabilization of brand position, profitability, bargaining power and increase in market share). As a result, the paradigmatic model of the native pattern of increasing the market share in Iran's dairy industries has been fully drawn with a qualitative approach according to six conditions (contextual, causal, intervening, central phenomenon, strategies and actions, and consequences).
Extended Abstract
Introduction
Today, the food industry is one of the most important and broadest active industries in the global economy. The growing population, the diversification of consumer tastes, the increasing importance of the health of food products, healthy nutrition as a factor in preventing the occurrence of many diseases, the prominence of the role of food from the economic, health, etc. aspects all show the significant role of nutrition and food industry in today human life (Khakbeez, Rezaei & Azizi, 2021).  Milk and its products are of special importance in human life due to their extraordinary nutritional value, and they always provide part of the body's needs in the human food pyramid, including protein and some vitamins and especially calcium, but they do not have substitute products; therefore, in terms of examining alternative goods, the circle of investigation should be limited to all types of dairy products (Mousavinejad & Khoramnia, 2021). In recent years, an increasing number of experts and business theorists assume that one of the ways to increase the efficiency of a company is to increase the market share, but not paying attention to the factors of increasing the market share can sometimes cause trouble as well as less profit for a company and also will undoubtedly follow more risks (Rajani et al, 2023). The importance of this issue is not only in maintaining the company's current market share; after all, as the industry grows, a company's market share must also increase to remain competitive and profitable. An increase in market share requires obtaining a larger share than before, and this indicates that the company's growth is more than average and that they have performed better than their competitors. Market share and brand influence are important to understand as part of the larger puzzle of brand growth and diversification. The more you know about the current market position – strengths and weaknesses, competitors and potential opportunities, the more clearly you can prioritize brand growth strategies and reduce the inherent risk of new investments (Mohsen et al, 2021). The issue of market share and the factors affecting it is a very broad category that cannot be created by presenting a simple model and including a limited number of variables. Therefore, it is necessary to use exploratory methods to identify the maximum number of factors involved in the market share; in fact, the main innovation of the present research is also in this matter, which presents a comprehensive model of factors affecting the increase of market share with a qualitative approach. On the other hand, by reviewing the literature, it is clear that not much research has been done on the market share in the dairy industry, which indicates a major research gap. In fact, by reviewing the available literature, it is clear that so far, not much research has been done to provide a model for increasing market share, both inside and outside the country. Therefore, using a qualitative approach, a completely new model can be achieved in this field. In fact, this research can be considered as a complement to previous researches and an attempt to solve some research gaps. Based on the mentioned material, the researcher is looking for the question: what is the local model of increasing the market share in the country's dairy industry?
Theoretical framework
Economy and industrial organization is one of the trends of economics that examines the mutual behavior of producers with each other, producers with consumers and consumers with each other, and the study of the elements of the structure, behavior and performance of markets is the most important subject of industrial economics, and the quality of relationship of these elements to each other, the direction of their cause, and the factors affecting each of these elements have been the subject of numerous studies in this branch of economics. Market share is one of the structural variables to measure the intensity of competition between producers, which is affected by functional and behavioral factors in the literature of industrial economics. How these factors affect market share in the form of structure, behavior and performance patterns has always been a subject of disagreement among industrial economists, so that the economists of the school of structuralism consider the direction of causality from structure to function; while behaviorists and economists of the Chicago school consider the direction of causality from performance to behavior and structure (Abzari, Safari Shad, Abedi Sharbiani & Porveshi Murad, 2019). Usually, popular metrics for measuring marketing success, such as market share, are not well understood and used inappropriately. Market share is a very popular metric. In a survey of senior marketing managers, 67% consider market share based on net dollars a very useful measure, and 91% consider market share evaluation based on units sold useful. The explanation of why managers consider market share as a valuable criterion is rooted in an old research that was conducted in the 1970s and it points to the existence of a significant relationship between market share and return on investment. However, this relationship may not be as clear as customers' expectations (Lee, 2019). Studies indicate that this relationship is often correlative rather than causal (Yousefi, Mehralian, Rasekh & Tayeba, 2019).
Research methodology
This research is fundamental in terms of its purpose, and descriptive exploratory in terms of nature. Because the database method and the paradigm model of Strauss & Corbin (1998) are of high comprehensiveness to include various components involved in a phenomenon; in this research, this approach has been used to provide a model for increasing market share in the dairy industry. The tool for collecting codes, indicators and components includes a semi-structured interview. The target population of this research includes professors of Islamic Azad University and several university units in marketing fields, including marketing managers in dairy companies who are familiar with market share issues. To determine the samples of this research and to determine this group of experts, the purposeful sampling method was used. After conducting 12 interviews, theoretical saturation was achieved. The implementation process of the current research was such that after studying the research literature and getting familiar with the subject, questions were formulated in the form of a semi-structured interview and given to the experts (participants in this research). Based on the answers given by the experts, coding was done in three consecutive stages, including open, central and selective coding, and thus the research paradigm model based on the database theory was obtained.
Research findings
Data integration is very important in grounded theory. In the research process, after collecting data, analyzing and interpreting them; it is time to present the model, conclusion and summary of the research. In the first step, by examining the current situation, the obtained data are classified into 6 main categories. Based on the opinion of professors and experts, 22 categories and 78 indicators from all the indicators obtained from the qualitative analysis of the interview database have been used to present the local model of increasing the market share in Iran's dairy industry.
Conclusion
Based on the results of the secondary coding of the research, internal marketing indicators, product life cycle management, market attractiveness, marketing mix, competitive strategy and planning and targeting were selected as the categories of causal conditions in compiling the market share increase in Iranian dairy industries. The result obtained in relation to causal conditions implies the fact that internal marketing is used to improve performance and increase the quality of products and services, improve the behavior and performance of personnel, develop organizational culture, and ultimately improve customer satisfaction. Every product has a specific life cycle that includes different stages such as design, development, production, marketing and sales. The indicators of product analysis, market analysis, competition analysis and environmental analysis were selected as the central categories in compiling the market share increase in Iran's dairy industries. The indicators of market share management, sales promotion, advertising, competition, special brand value and market division were selected as strategic categories in compiling the market share increase in Iran's dairy industry. The indicators of customer characteristics, competitive environment and market turbulence were selected as the categories of background conditions in compiling the increase of market share in Iranian dairy industry. The indicators of risk management and sustainable competitive advantage were chosen as the categories of intervening conditions in the formulation of increasing the market share in the dairy industry of Iran. The indicators of brand positioning, profitability, bargaining power, and market share increase were selected as outcomes in compiling the market share increase in Iran's dairy industry.

Abstract Abstract The purpose of the current research is the mixed effect of marketing on blockchain technology with the mediating role of perceived usefulness in the customers of Bank Melli Iran in Tehran. The research method is applicable in terms of purpose, and descriptive-survey based on the method of data collection. The statistical population of this research is all the customers of the Bank Melli Iran in Tehran in 2023. For this purpose, according to Cochran's formula, 384 people were selected as the sample size, 420 questionnaires were distributed among the customers of the Bank Melli Iran in Tehran by a simple random method, and 393 questionnaires were collected. The data collection tool of this research is a questionnaire. The validity of the research tool has been confirmed by performing the confirmatory factor analysis technique. The reliability of the current research questionnaire was measured by calculating Cronbach's alpha coefficient, which was 0.815. Also, to analyze the data, structural equation modeling method using Smart-PLS3 software has been used. The research results indicate that senior management support, supply chain integration, and innovation capability have a significant impact on blockchain technology. Also, supply chain risk has not affected blockchain technology. Finally, the role of the marketing mix on perceived usefulness is demonstrated. Also, the perceived usefulness is affective on blockchain technology. Extended Abstract                                           Introduction Blockchain is used for various technology concepts related to databases of value exchange, security and identity among others. Blockchain technology is very important for business today. This technology is constantly evolving. Leading companies in the field of information and communication technology use blockchain technology because of its high security (Akbari Ganjeh et al., 2022). In today's era, experts have called blockchain technology the second internet, which is capable of transforming a large number of current patterns. One of the sectors that can use blockchain is the banking industry. Blockchain is a developing technology and is actually a place in the web world that records the data and information of a group of people in files, but this information is not available in a single place, and people from different parts of the world trade and communicate to each other without any records. Also, the information stored in the blockchain is a digital collection of decentralized records that is not maintained by any person or organization (Ekramifard et al., 2020). The banking industry is the most important industry in the world. Today, banks in advanced countries act as professional consultants, experts in increasing the financial resources of companies, and collecting and exchanging the necessary information for their customers, and they are considered one of the economic drivers of every country. In modern banking, there are various components that affect the process of mobilizing monetary resources of banks and financial institutions. Determining and identifying the degree of influence and the type of connection of these components with the success of banks in mobilizing monetary resources is a very important issue. Today, the position and conditions of financial institutions and banks are different from each other, and it is possible that the factors affecting the provision of monetary resources are different even for each branch of a banking group, which has caused a close competitive atmosphere between them. Therefore, in this research, we tried to answer this question: what role does the marketing mix have on blockchain technology with the mediating role of perceived usefulness? Theoretical Framework Ahmadi et al., (2022) carried out a research titled marketing future research in the banking industry with a focus on blockchain technology. The findings showed that the drivers of marketing researchers' interest in digital financial technologies and blockchain and the development of decentralized banking had the highest priority and were selected for scenario planning. Hosseingholipour & Einabadi (2022) in a research addressed the effects of international sanctions on the international banking interactions of Iranian companies on the blockchain platform. The results showed that international sanctions in the international banking interactions of Iranian companies can be presented as an opportunity in the context of blockchain, and by using blockchain, international banking interactions can be implemented and managed in a more effective way. Da Silva & Moro (2021) in a research addressed blockchain technology as a factor of consumer trust: literature analysis using the method of texts. Their findings indicate the relationship between some blockchain features such as tracking and privacy with customer trust. For this reason, marketing, social and economic researchers are advised to focus on the use of blockchain to improve consumer trust. Ali, Ally & Dwivedi (2020) performed a systematic and analytical review of articles related to blockchain technology in the financial services industry. The proposed classification framework of this research has three components: financial advantages, challenges, and functions enabled by blockchain. Methodology The current research is an applicable research which has been implemented by descriptive-survey method of causal type. The statistical population of the research is the customers of Bank Melli Iran in Tehran in 2023; and to determine the number of samples, since the size of the population is unknown, Cochran's formula will be used to determine the sample size. Therefore, according to Cochran's formula for the unknown population size, the number of samples was 384 people, in which data have been quantitatively analyzed. It has also been analyzed using SPSS and Smart-PLS3 software. In order to collect and measure data, a 43-item questionnaire with a five-point Likert scale (1-completely disagree, 2-disagree, 3-I have no opinion, 4-agree and 5-completely agree) was used. Also, its validity has been confirmed by professors and experts, and its reliability by Cronbach's alpha coefficient.   Discussion and Results The results of the analysis of demographic variables, Cronbach's alpha coefficient value and composite reliability for each construct, the values ​​of factor loadings between constructs and the average extracted variance of the research variables, the results of the coefficient of determination and the Stone-Geisser coefficient for the endogenous construct, the output of the software in the effectiveness coefficients, the software output in significant coefficients and the impact coefficients, the value of the test statistic and the results of the research hypotheses and anti-value values ​​and effect intensity of mediating variables were given. Conclusion The purpose of this study was to investigate the impact of marketing mix on blockchain technology with the mediating role of perceived usefulness, on the basis of which 7 hypotheses were investigated, and the effect of all factors on blockchain technology was confirmed except for the fourth hypothesis: the impact of supply chain risk on blockchain technology. Based on the first research hypothesis: marketing mix has a significant effect on perceived usefulness. This hypothesis has been confirmed based on statistical analysis. In other words, it can be predicted that if the marketing mix of Bank Melli Iran customers in Tehran is improved, their perceived usefulness will also increase. Therefore, since the marketing mix has an effect on perceived usefulness, they should pay special attention to indicators such as product marketing, price marketing, channel marketing, advertising activities, and individual image. In line with the result obtained in this hypothesis, Lin, Wang & Hwang (2010) showed that marketing mix affects perceived usefulness. Based on the second hypothesis of the research: the support of senior management has a significant impact on blockchain technology. This hypothesis has been confirmed based on statistical analysis. In other words, it can be predicted that if the support of the senior management of Bank Melli Iran customers in Tehran is improved, the use of blockchain technology will also increase. Therefore, since senior management's support has an impact on blockchain technology, they should pay special attention to indicators such as attention and active response, confirmation of access to resources, willingness to accept risks, and motivating employees. In line with the result obtained in this hypothesis, Wong et al., (2020) showed that top management support affects blockchain technology. Based on the third hypothesis of the research: supply chain integration has a significant impact on blockchain technology. This hypothesis has been confirmed based on statistical analysis. In other words, it can be predicted that if the integration of the supply chain of Bank Melli Iran customers in Tehran is improved, the use of blockchain technology will also increase. Therefore, since the integration of the supply chain affects blockchain technology, they should pay special attention to indicators such as understanding the needs of employees, information sharing, cooperation and coordination and strategic alliance, public and private partnerships, and sharing knowledge and innovation. In line with the result obtained in this hypothesis, Chiarini, Belvedere & Grando (2020) showed that supply chain integration affects blockchain technology. Based on the fourth research hypothesis: supply chain risk has a significant impact on blockchain technology. This hypothesis, based on statistical analysis, has not been confirmed. In other words, it can be predicted that if the supply chain risk of Bank Melli Iran customers in Tehran increases, the use of blockchain technology will not change. Therefore, since supply chain risk does not affect blockchain technology, it is necessary to pay attention to indicators such as delays in delivery and selection of products, storage capacity and inappropriate delivery, demand fluctuations, poor forecasting, labor shortages, closures, and price fluctuations. Contrary to the result obtained in this hypothesis, Wang et al., (2020) concluded in their research that supply chain risk has a positive and significant relationship with blockchain technology. Based on the fifth hypothesis of the research: innovation capability has a significant impact on blockchain technology. This hypothesis has been confirmed based on statistical analysis. In other words, it can be predicted that if the innovation ability of Bank Melli Iran customers in Tehran is improved, the use of blockchain technology will also increase. Therefore, since the ability to innovate affects blockchain technology, it is necessary to pay special attention to indicators such as using innovative techniques, regular improvement in operations, adopting innovative and technical solutions, using standard and simple operations, and protecting against risks. In line with the result obtained in this hypothesis, Wang et al., (2020) showed that innovation ability affects blockchain technology. Based on the sixth hypothesis of the research: perceived usefulness has a significant impact on blockchain technology. This hypothesis has been confirmed based on statistical analysis. In other words, it can be predicted that if the perceived usefulness of Bank Melli Iran customers in Tehran is improved, the use of blockchain technology will also increase. Therefore, since perceived usefulness affects blockchain technology, they should pay special attention to indicators such as obtaining information, saving money, being helpful, and being useful. In line with the result obtained in this hypothesis, Lin, Wang & Hwang (2010) showed that perceived usefulness affects blockchain technology. Based on the seventh hypothesis of the research: there is a significant relationship between the marketing mix of blockchain technology and the mediating role of perceived usefulness. This hypothesis has been confirmed based on statistical analysis. In other words, it can be predicted that if the marketing mix of Bank Melli Iran customers in Tehran is improved, the use of blockchain technology with the role of mediating perceived usefulness will also increase. Therefore, since the marketing mix has an effect on blockchain technology with the mediating role of perceived usefulness, they should pay special attention to indicators such as product marketing, price marketing, channel marketing, advertising measures, and the image of a person. In line with the result obtained in this hypothesis, Lin, Wang & Hwang (2010) showed that marketing mix affects blockchain technology with the mediating role of perceived usefulness.

Abstract Abstract The aim of the current research is to identify the factors affecting the implementation of cyber insurance among insurance companies in Iran. The current research is developmental and applicable in terms of its purpose, and is of qualitative methods. The statistical population of the research is specialists and experts in the field of cyber insurance, who have been identified using the snowball sampling method. Using the interview technique, the data was collected and then the data and categories were coded and classified using the MAXQDA software version 2020. The reliability of the research was measured using the Kappa coefficient. In the last stage, the research model is extracted based on the Strauss and Corbin model. Based on the results of the research, the causal factors were divided into scientific, technical, and network indicators. Insurance perspective with the title of intervening factor, analysis of the external and internal environment as well as marketing and paying attention to the executive arms as foundational factors, ecosystem approach and formulation of insurance strategy as a solution, and finally increasing the level of knowledge of the insurance company, safety and security of data, improvement of services and company income, and uncertainty about the operation of insurance are known as positive and negative consequences of cyber insurance. Extended Abstract                                           Introduction With the emergence of the Internet and related information networks, people's need to use Internet and electronic services has also increased (Kshetri et al, 2020) and has changed the economic, social and cultural aspects of humans (Wang et al. et al., 2019). With the expansion of the Internet in the business of organizations, a space called cyber was created, which boosted business activities and interactions (Swiss Re, 2014; Chief Risk Officers Forum, 2014). On the other hand, the expansion of virtual spaces increased the concern of the managers of Internet companies. The risks caused by cyber-attacks and the care of data and privacy of people caused managers to consider themselves responsible for not properly monitoring the company (Uuganbayar et al, 2020). Furthermore, the emergence of various softwares, the risk of information theft in cyberspace, intrusion into individual lives and sometimes government systems has increased, and such a situation has jeopardized information security (Kshetri et al, 2020). Until now, in Iran, specific and comprehensive coverage for cyber risk has not been provided, and the main reasons for not providing it by insurance companies can be attributed to the lack of information and technical knowledge in the field of providing the plan, the lack of knowledge of these organizations about this type of insurance coverage, and also, lack of sufficient financial transparency on the part of companies applying for such insurance policies. In this regard, the aim of the research, considering the fact that there has not been a comprehensive research on the implementation of cyber insurance in Iran, is to investigate the effective factors on the successful implementation of cyber insurance in Iran and extract a qualitative model using the foundational data theory. Therefore, the main questions of the research will be in line with the data-based theory: How to identify the factors affecting the implementation of cyber insurance in Iran? Besides, the obstacles of cyber insurance as a secondary objective are also examined. Theoretical framework Insurance in cyberspace or cyber insurance is an insurance policy that is provided by insurers through creating market incentives and with the aim of improving the internet security environment. For the first time, cyber insurance was invented in the late 1970s in America in connection with the loss of data caused by unauthorized physical access to computer systems in electronic banking (Kshetri et al, 2020). On the other hand, at the same time as the role of the Internet in banking increased, the role of cyber insurance also did so. Cyber insurance focuses on covering losses and negative events caused by electronic risks against possible risks such as "theft of cash", and it can examine losses caused by business interruption (Wanchun et al, 2018), and It also examines the types of events or conditions that may prevent the organization from reaching its goals (Rezakhani & Dadbeh, 2021). ​Soleymani Rouzbahani & Hoseini (2016) in their research entitled "Study of crime and security insurance in cyberspace" referring to the rapid growth of technology, the introduction of computers and the use of the Internet and the resulting changes in human life, paid attention to Internet insurance as a tool to deal with the emergence of virtual crimes such as information theft in the world of internet communication. wang (2019) in his research entitled "Integrated framework for information security investment and cyber insurance" presented an analytical model for optimizing company cyber security and cyber insurance costs based on the effectiveness of costs and with the aim of reducing threats Cyber, vulnerability and effects. This research shows how the participation of the private sector in dealing with cybercrimes can reduce the overall cyber loss and create economic value. At the micro level, the effectiveness of a company's security costs in dealing with specific cyber threats can be reduced when other related security measures are not implemented. ​ Methodology In terms of the purpose of this research, it is developmental and applicable. Based on the method of data collection, it is considered a descriptive research. The method of gathering information is an in-depth interview with experts. This research has a qualitative approach and collects and analyzes data from the data-based theory research strategy (Bahari & Taheri Rouzbahani, 2023). Research Findings The causal factors of cyber insurance implementation were placed in three main categories of knowledge, technical factors, and network factors. Two factors "internal and external environment analysis" as well as "marketing and the attention of the executive branches" have been identified as the main components of the foundation. Three main categories with the title of "increasing the knowledge level of insurance companies", "data safety and security", and "improving the company's services and income" have been identified as the main and positive categories; and "uncertainty of the functioning of insurance" as the main and negative ones. By examining the primary codes and central categories of experts' interviews, a main category named "insurance perspective" has been identified as the main category. The existence of a database, the role of the government, insurance attitude, insurance company performance, and insurance regulations are known as central categories. The upcoming obstacles are divided into two main categories: "lack of mastery of the subject", and "lack of government support". By examining the extracted codes from the interviews of cyber insurance experts, two main components of "ecosystem approach" and "insurance strategy formulation" were identified as cyber insurance strategies. Conclusion The research results were based on the Strauss and Corbin model. 5 indicators influencing the successful implementation of cyber insurance have been identified, which include the causal factors of cyber insurance, the consequences of implementing cyber insurance, the underlying factors of cyber insurance, hidden and interfering factors, and finally the consequences of implementing cyber insurance (both for insurance companies and for insured companies and organizations). Since there is still no specific definition of the motives of cyber insurance and the services it can cover, the trust of different insurance groups is also weak. Therefore, a single and clear definition of insurance coverage and things outside of insurance coverage can restore trust in insurance organizations. Among related researches, Uuganbayar et al, (2020) has emphasized the single definition of the concept of cyber insurance and the precise definition of the type of coverage. The results have shown that cyber insurance can be influenced by the international environment and vice versa. In the meantime, cultural factors and society's insight into this type of insurance, economic fluctuations resulting from currency challenges, the political stability of the country, and the economic status of society are known as environmental factors affecting cyber insurance. Based on the results of the research, the two central components of the external and internal environment should be recognized as factors of cyber insurance platforms. These factors take into account the technical equipment and cyber infrastructural readiness level, and include hardware capability, software factors, tool power or strength, information content, information technology, human factors, and cyber policies. According to the research results, the consequences of cyber insurance can be divided into two positive and negative sections. In this way, increasing the level of knowledge of insurance companies and increasing the safety and security of data and improving the services and income of the company are recognized as the main and positive components. The experience of dealing with cyber risks, the way of cyber insurance, knowledge of cyber damages, and finally the growth of cyber insurance are factors that can help to increase the understanding and implementation of cyber insurance. This part of the results is also aligned with the research of Wang (2019). The existence of the database, the government and its policies, the insurance attitude, the performance of insurance companies, and insurance regulations as the central and determining components of the insurance landscape (as the main component), have played the role of interventionist in extractive model of the research. According to the results of the research, the lack of mastery over cyber insurance and the lack of government support are known as the two main obstacles to the implementation of cyber insurance. These factors include the lack of mastery of the subject which is related to the unpredictable environment, knowledge weakness, and statistical weakness; and the lack of government support which is related to government communication protocols and cumbersome government laws. This part of the results can be compared with the research of Bahsi, Franke & Friberg (2020) in which the researchers mentioned the support of the public sector in Norway in the two recent years.

Abstract Abstract The purpose of this research is to analyze the effect of the quality of service to the elderly on their loyalty through a memorable experience and satisfaction among the elderly customers of 5-star hotels in Mashhad. The research method is applicable in terms of purpose and the method of data collection is descriptive-survey. The statistical population of the research is all elderly people over 70 years of age who refer to 5-star hotels in Mashhad and have used that hotel at least 3 times, the number of which is unknown, according to the tenfold formula of the questionnaire questions, 270 samples were selected by the available non-random method. The data was collected through a standard questionnaire and then analyzed by structural equation modeling using Smart pls 2 and SPSS 24 softwares. The findings show that the electronic customer relationship management variable had a positive and significant impact on product innovation development and the product innovation development variable had a positive and significant impact on marketing performance. Also, customer knowledge had a positive and significant impact on both marketing performance and product innovation development, and electronic customer relationship management and customer knowledge through product innovation development had a positive and significant impact on marketing performance. Extended Abstract Introduction Having loyal customers in intense competition is a key factor for the success of organizations, therefore, the plans and strategies of organizations move towards the factors influencing customer loyalty, and obtaining customer satisfaction is an effective step to achieve this important goal (Fallah & Hamidi, 2021). Customer satisfaction is achieved when customers have a memorable and enjoyable experience of receiving services and products (Agarwal, Ira. Gowda, 2020).  With the intensification of competition, companies have realized that providing a memorable experience to customers is very important to survive and gain a competitive advantage (Roozen & Katidis, 2019). Obviously, companies should focus on creating positive experiences to win the minds of customers (Micu, 2019); therefore, creating memorable experiences is important to retain old customers and attract new ones (Chen & Wu, 2022). However, the important factor in the formation of a valuable customer experience, followed by customer satisfaction; which enables the realization of customer loyalty, is the quality of service. Service quality is the ability of a product to meet the desired goal with the minimum possible cost (Bui et al., 2022). In the hotel industry, service quality is inevitable in order for the hotel to be distinguished from their competitors and to satisfy customers (Feng et al., 2018). In the meantime, the increase in the age of people and the expansion of the circle of elderly people in the society have led managers and hotel owners to plan and pay attention to providing quality services according to the wishes of the elderly (Prentice et al., 2022). Because increasing the satisfaction and loyalty of people of different ages requires knowing more about the different demands and needs of customers during their experience in the hotel. The organization can create value from providing its services and products when the service and product are provided according to the opinion and taste of the customers, which shows the intelligence of the managers in paying comprehensive attention to the customers (Mansouri et al., 2022). Therefore, improving service quality has become an important tool in the hotel industry in order to achieve a competitive advantage and retain customers. Satisfied hotel customers are more likely to return than dissatisfied ones (Liu, 2023). Currently, most organizations have realized that customer satisfaction can lead to their long-term success; the tourism industry, especially hotels, is no exception to this rule (Kim & Han, 2023). The best hotels consider customer satisfaction as the most important competitive weapon to achieve profit (Dah et al., 2023). According to the above explanations, the main question in the current research is whether the quality of service to the elderly through a memorable experience and satisfaction among the elderly customers of 5-star hotels in Mashhad leads to the loyalty of the elderly or not. Theoretical Literature Rachman et al., (2023) in a research entitled "Evaluation of the effect of service quality and product quality on customer satisfaction with the store" reached these results that service quality has a positive and significant effect on customer satisfaction. Prentice et al., (2022) conducted a research entitled "Investigating the role of memorable experience and emotional intelligence in the loyalty of senior customers to hotels for the elderly". The findings showed that service quality has a significantly greater impact on customer satisfaction, memorable experience, and customer loyalty. In addition, memorable customer experiences mediate the relationship between service quality and organizational outcomes. kiani et al., (2022) conducted a study entitled "Investigation of aesthetic factors and service quality on the perceived value, loyalty and satisfaction of customers of swimming pools in Kermanshah province". The results showed that there is a positive and significant effect between service quality and customer loyalty and performance. Research Methodology This research is applicable in terms of purpose and descriptive-survey in terms of nature. In terms of data collection, it is a field research using a questionnaire tool and based on structural equation modeling. The statistical population of the research is all seniors over 70 years of age who refer to 5-star hotels in Mashhad and have used that hotel at least 3 times, in uncertain volume. Based on the tenfold formula of questionnaire questions, 270 samples were selected in a non-random method. The data collection tool was a questionnaire, which was distributed after determining its validity and reliability. The questionnaire included 27 questions related to the main research variables, which were tested for reliability and validity after preliminary distribution. To check the reliability of the questionnaire, Cronbach's alpha method and composite reliability were used and confirmed. To check its validity, face validity and factor validity (through confirmatory factor analysis) were used. The third version of SmartPLS software was used for data analysis. Research Findings In order to check and test the hypotheses or the conceptual model of the research, smart pls 3 software was used, and the results showed that the effect of the quality of service to the elderly on the memorable experience was calculated to be equal to (0.42), which indicates a favorable effect. The t-statistic of the test was also obtained (8.60), which is greater than the critical value of t at the 5% error level, i.e. (1.96), and shows that the effect is significant. The effect of the quality of service to the elderly on customer satisfaction has been calculated to be equal to (0.27), which indicates a favorable effect. The t-statistic of the test was also obtained (3.38), which is greater than the critical value of t at the 5% error level, i.e. (1.96), and it shows that the effect is significant. The impact of memorable experience on customer loyalty has been calculated equal to (0.28), which indicates a favorable impact. The t-statistic of the test was also obtained (3.64), which is greater than the critical value of t at the 5% error level, i.e. (1.96) and shows that the effect is significant. The effect of customer satisfaction on customer loyalty has been calculated as (0.26), which indicates a favorable effect. The t-statistic of the test was also obtained (2.86), which is greater than the critical value of t at the 5% error level, i.e. (1.96), and shows that the effect is significant. The impact of memorable experience on customer satisfaction has been calculated equal to (0.48), which indicates a favorable impact. The t-statistic of the test was also obtained (6.45), which is greater than the critical value of t at the 5% error level, i.e. (1.96), and it shows that the effect is significant. The impact of service quality through memorable experience on customer loyalty has been calculated equal to (0.12), which indicates a favorable impact. The effect of service quality through customer satisfaction on customer loyalty has been calculated equal to (0.07), which indicates a favorable effect. The mediator's role is confirmed in recent hypotheses.   Conclusion The present study was conducted with the aim of analyzing the effect of the quality of service to the elderly on their loyalty through a memorable experience and satisfaction among the elderly customers of 5-star hotels in Mashhad. Test results are aligned with research findings of Saberian & Mirmiran (2021), Prentice et al., (2022), Bahari & Bahari (2021), Saberian & Mirmiran (2021), Agarwal & Gowda (2020), Boonlertvanich (2019), and Nyamekye et al., (2021). The results and examination of the hypotheses of the research model determined that service quality has a direct and indirect effect on the loyalty and return of elderly customers to 5-star hotels in Mashhad, and it is an important factor in increasing customer loyalty and creating a platform of attractive experiences for returning customers. Production and service organizations consider the level of customer satisfaction, especially the elderly, as a criterion to measure the quality of their work, and this trend is still increasing. The importance of elderly customers in their satisfaction is something that goes back to the global competition. In order to create satisfaction among the elderly, in addition to removing the causes of dissatisfaction and existing complaints, organizations should provide high-quality and attractive products and services in order to provide the elderly with happiness and a memorable experience, and provide the basis for increasing customer satisfaction and loyalty. By inferring the results, it is suggested that hotels provide the necessary preparations to strengthen the sense of security and peace in their seniors through quality and unique services. Also, in accordance with the wishes of the elderly customers, they strive for entertaining programs and services and continuously establish peace and security in the hotel.

Abstract Abstract The purpose of this research is to explain and validate the coordination model of the marketing and sales department in the insurance industry in Iran. The present research is applicable in terms of purpose. The statistical population of the research includes experienced managers in insurance marketing and sales, senior experts of insurance companies and university professors; and the statistical sample was considered to be 181 people using Cochran's formula. Sampling in this research is in the form of random clusters. The collection tool in this research includes a researcher-made questionnaire derived from the qualitative method. Data analysis was done by SPSS software. The findings showed that the coordination model of the marketing and sales department in the insurance industry is affected by various factors directly and indirectly, and managers' understanding of the complexity of the relationship between these two units is of great importance in the growth of insurance companies and creating a competitive advantage for them. In order to ensure the achievement of the goals, managers must pay attention to the causal conditions such as the implementation of the risk management dashboard, structural integration and coordination in the business, creating synergy in organizational decisions, recognizing the prerequisites for coordination between the two departments of marketing and sales in the form of background conditions or coordination challenges such as "partial prejudices, non-specialist human capital, conflict of interests, managers' taste, CEO's attitude, ethical considerations, unfavorable customer support when receiving damages and fulfilling the organization's obligations, as well as interfering conditions such as upstream documents, market conditions (market stakeholders), legal conditions, and competitive conditions. Extended Abstract                                           Introduction The marketing and sales departments are of great importance as the two executive arms and factors of success in the insurance industry. The insurance industry, as one of the major economic institutions and because of the supporting role it plays for other industries, is considered as one of the symbols of the development of countries and for other economic institutions and households; an important economic institution and a strong support institution (Asadi & Hedayati Biland, 2019; Asadollahi & Haji Ali Akbari, 2020). Due to the nature of its activity, this industry is one of the important channels of savings and, as a result, one of the important and central financial institutions, which, along with other financial institutions, helps in the preparation and allocation of capital and the financing of economic units (Zubiri et al, 2016). In order to be able to take on this crucial role in the society, the said industry should, like other economic enterprises, seek to survive, gain profit or even develop by attracting and keeping customers and creating powerful sales networks (Huang et al, 2016). One of the influential factors in the success of the insurance industry is the sales network, which is of twofold importance, considering the characteristics of the marketing field. The insurance sales and marketing network consists of all executives, staff, infrastructures, software and hardware; and should be in the form of a targeted planning process as a success factor, marketing lever, and executive arm of the insurance industry; and should be managed based on marketing skills and Sales (Shafei, 2020). By reviewing past studies, it was found that despite the importance of identifying the coordination framework between the sales and marketing departments, no study has been conducted on the coordination framework and model between marketing and the sales network in this insurance industry, so this study was conducted for this purpose, and it answers the question: what are the important direct, indirect and intervening variables in the coordination of marketing and sales in the insurance industry? Theoretical Framework Marketing and sales Integration solutions between sales and marketing departments have been classified into four categories of structural, system/process, cultural, and human solutions in the form of a theoretical framework (Peterson & Dover, 2021). Marketing strategies are the advantage of customer information sources and business performance, and it has been shown that there is a strong relationship between customer information sources, marketing strategies used by the company, and business performance (Varadarajan, 2020). It has also been shown that by increasing the company's market share as a result of good marketing and coordination with the sales department, the cost of advertising is reduced and the value of the company's shares is also improved (Redjeki et al, 2021). Arabshahi & Abbaszadehgaretekan (2023) studied the effect of electronic customer relationship management on marketing performance by analyzing the mediating role of product innovation and emphasizing customer knowledge. In this descriptive survey study, 165 managers and supervisors of the central headquarters, branches and representative offices of Dana Insurance in Mashhad were selected by a simple random method. The findings indicated that the electronic customer relationship management variable had a positive and significant effect on product innovation development, and the product innovation development variable had a positive and significant effect on marketing performance. On the other hand, customer knowledge has a positive and significant effect on marketing performance and product innovation development, and electronic customer relationship management and customer knowledge through product innovation development has a positive and significant effect on marketing performance. Nazarpuri et al, (2022) investigate the impact of marketing dashboard on organizational competitiveness, and believe that for more and more accurate marketing dashboards, the use of organizational mechanisms and infrastructures such as marketing memory and competitive intelligence is effective in its design and implementation. Also, the components of marketing dashboard, marketing memory and competitive intelligence have a positive and significant effect on organizational competitiveness. Research methodology The present research is applicable in terms of purpose. The statistical population of the research includes experienced managers in insurance marketing and sales, senior experts of insurance companies and university professors; and the statistical sample was considered to be 181 people using Cochran's formula. Sampling in this research is in the form of random clusters. The collection tool in this research includes a researcher-made questionnaire derived from the qualitative method. Research findings Data analysis was done by SPSS software. The findings showed that the coordination model of the marketing and sales department in the insurance industry is affected by various factors directly and indirectly, and managers' understanding of the complexity of the relationship between these two units is of great importance in the growth of insurance companies and creating a competitive advantage for them. In order to ensure the achievement of the goals, managers must pay attention to the causal conditions such as the implementation of the risk management dashboard, structural integration and coordination in the business, creating synergy in organizational decisions, recognizing the prerequisites for coordination between the two departments of marketing and sales in the form of background conditions or coordination challenges such as "partial prejudices, non-specialist human capital, conflict of interests, managers' taste, CEO's attitude, ethical considerations, unfavorable customer support when receiving damages and fulfilling the organization's obligations, as well as interfering conditions such as upstream documents, market conditions (market stakeholders), legal conditions, and competitive conditions. Conclusion The current research has been carried out with the aim of explaining and validating the coordination model of the marketing and sales department in the insurance industry in Iran. The results of this research are aligned with the results of Biemans et al, (2022), Malshe et al, (2021), Asadi (2019), Asadollahi & Haji Ali Akbari (2020), Peterson et al, (2021), Vaid et al, (2020), Arabshahi & Abbaszadehgaretekan (2023), Nazarpuri et al, (2022), Zalkani Andarvar (2021), and Yazdani Kachuei et al, (2022). Biemans et al, (2022) showed that there are different relationships between marketing and sales departments in different work areas, and coordinating the activities of these two departments can help the organization to achieve its goals. According to the research results, the following suggestions were made: It is suggested to the managers of insurance companies that when choosing coordination mechanisms and tools between the sales and marketing units, they should pay attention to the intervening conditions such as upstream documents, market conditions (market stakeholders), legal conditions, competitive conditions, the number and maturity level of human capital and received feedback from the customers, and the level of maturity of the customers so that they do not make mistakes in choosing the mechanisms for the establishment of sales and marketing coordination in their insurance centers, and make the most of these tools.

Abstract Abstract The purpose of this research is to present the fintech market development model with an emphasis on existing challenges and strategies. The research method is applicable in terms of purpose, thematic analysis type in terms of execution method (qualitative-quantitative), fundamental in terms of its nature, and exploratory-correlative in terms of data collection method. The statistical population of the research includes 20 managers and experts of fintech companies active in the field of payment with the license of Shaperk, including Zarinpal, Asan-Dariaft, Balle Financial Messenger, EasyPay, Iranian credit and point cards. The sampling method is done in a judgmental manner, and the interviews continued until reaching theoretical saturation. The method of data collection and analysis is interview and thematic analysis in the qualitative part, and questionnaire and content validity technique (CVR) and semi-structured interview data collection tool in the quantitative part. The results of the research showed that the challenges of fintech market development include insufficient infrastructure, regulatory and legislative barriers, difficulty of working with public/general customers, mistrust of technology and fintech, low levels of income and product pricing challenges, and cultural barriers. Also, fintech market development strategies include community participation in the marketing process, use of social networks, smart and optimal advertising, useful and valuable content production, branding, adaptation of communication strategies to the nature of the fintech market, geographic and cultural segmentation of the market, and also training to the customer. Extended Abstract                                           Introduction Every day, people see a lot of advertisements everywhere; from bus stop, street banner, shopping mall to magazine, TV, computer, mobile etc. However, more often than not, these ads feel like annoying information that the general public is forced to see. For this reason, professional marketers need to redefine their marketing idea. They should understand that marketing is not only about sales and advertising, but also fulfills customer needs in order to overcome constraints (Sheth & Parvatiyar, 2021). On the other hand; with the digital trend, the financial sector has started to apply and implement technology in its workflow. More and more start-ups have formed to provide digital financial services. Some of the companies that provide online payment gateway are pioneers in this field which is widely used all over the world. In addition, more and more investors are spending on new technologies; they are competing with each other in an effort to improve security and user convenience. Financial technology companies are trying to attract users with new mobile phone features, capabilities and technologies. Recently, the blockchain concept has also opened new solutions for security issues; therefore, fintech tools have become the most popular digital services and have the largest share of fintech stocks worldwide (Fernandez-Vazquez et al, 2019). In the meantime, financial technology (Fintech) as a technological innovation has been considered especially important for the development path of countries. This is due to its potential to promote financial inclusion so that more people can access financial services (Demirguc-Kunt et al, 2018). Based on this, the current research is looking for an answer to this question: What is the fintech market development model with an emphasis on existing challenges and strategies? Theoretical Framework marketing strategy When companies enter a new market, they will most likely face thousands of challenges and risks related to establishing their operations and acceptance of their offers by new customers, and the company will compete for market share with other companies that already have supply chains, distribution channels and already established customer bases (Luo, 2022). Foreignness, geographic distance, and characteristics of the home market all contribute to these challenges in new markets. This issue applies more in emerging markets such as fintech (Khan & Khan, 2021). In this regard, Gaur et al, (2011) argue that emerging market challenges lead to higher external liability. These challenges include large heterogeneous populations with low incomes, inadequate infrastructure, lack of resources, corruption, and in general, with structural flaws (Barnard & Luiz, 2018). From the point of view of marketing strategy, companies adapt their marketing strategies to achieve a competitive advantage when entering a new market. Once a company has decided to expand into a new market and adopt its marketing strategy, the question of what changes will be necessary for this particular context will arise. In this regard, Sharmelly & Klarin (2021) described implicit concepts for segmentation, product variety, pricing, distribution, and communication methods of the company. They argue that segmentation costs are high, and that mass media marketing is not well adapted to emerging markets. Also, the offered products need to be functional and also made to not become obsolete quickly. Shadbakhsh (2023) investigated the impact of using sustainable marketing strategies on the performance of digital businesses with the mediation of information technology in the country's real estate industry. The results showed that marketing trends and sustainable marketing experiences have a positive effect on the performance of the studied companies. Also, marketing trends, sustainable marketing experiences, and sustainable marketing strategies have a positive effect on the performance of selected companies. Barrio Oton (2021) in a research investigated the social media marketing in the fintech ecosystem in Monfer Startup Company. For this purpose, a detailed study of the fintech private equity industry was conducted through Porter's 5 forces model, along with an explanation of the Monfer startup case through the blue ocean strategy canvas. Then, secondary data including statistical insights were collected directly from the company. This study was further designed by analyzing the internal and external situation and concluded with a strategic planning model and setting goals through the framework of smart goals. Research methodology The research method is applicable in terms of purpose, thematic analysis type in terms of execution method (qualitative-quantitative), fundamental in terms of its nature, and exploratory-correlative in terms of data collection method. The statistical population of the research includes 20 managers and experts of fintech companies active in the field of payment with the license of Shaperk, including Zarinpal, Asan-Dariaft, Balle Financial Messenger, EasyPay, Iranian credit and point cards. The sampling method is done in a judgmental manner, and the interviews continued until reaching theoretical saturation. The data collection tool is a semi-structured interview. Research findings For data analysis, thematic analysis was used in the qualitative part, and content validity technique (CVR) was used in the quantitative part. The results of the research showed that the challenges of fintech market development include insufficient infrastructure, regulatory and legislative barriers, difficulty working with public/general customers, mistrust of technology and fintech, low levels of income and product pricing challenges, and cultural barriers. Also, fintech market development strategies include community participation in the marketing process, use of social networks, smart and optimal advertising, useful and valuable content production, branding, adaptation of communication strategies to the nature of the fintech market, geographic and cultural segmentation of the market, and training to the customer. Conclusion The current research has been carried out with the aim of presenting the fintech market development model with an emphasis on existing challenges and strategies. The results of the present research is aligned with the results of Shadbakhsh (2023), Barrio Oton (2021), Pazhoheshfar & Biabani (2021), Hammerschlag et al, (2020), Nurjanah et al, (2020), and Noami et al, (2019). The results of Shadbakhsh (2023) showed that marketing trends and sustainable marketing experiences have a positive effect on the performance of the studied companies. Also, marketing trends, sustainable marketing experiences and sustainable marketing strategies have a positive effect on the performance of selected companies. According to the results of the research, the following suggestions were presented: Effective market development strategies often require local community involvement in marketing, product distribution and product awareness. In general, using local people to distribute products is important to the success of a marketing strategy. Local people understand the nuances of the market and can help distribute products in the most efficient and cost-effective way. Finding local people often has to be done through field research, but can also be achieved through networking. The reason for this is that the community plays a major role in Iranian culture and people are more likely to use a product if it is approved by a member of the community. In creating consumer awareness, community participation can be in the form of in-person or online campaigns (for example through social media). When talking about the development of the fintech market, it means that it should be possible to identify that part of the target market and, according to the knowledge that is found, convert the audience of social networks into customers of your market. Fintech companies can advertise their products or services with an optimized website or a standard page according to the Instagram algorithm. The cost of such advertisements is much lower and the efficiency of advertisements is high. Therefore, producing valuable content helps clarify the topic in the audience's mind. For example, producing content that is according to the taste and interest of the young generation can have a great impact on the success of the company. If you can start producing content according to the type of audience that exists, you will get a lot of success and fame in business.

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

Abstract Abstract The purpose of this research is to present the knowledge sharing model in Maskan Bank of Iran. The research method is applicable in term of its purpose, and mixed in terms of implementation. The statistical population in the qualitative part includes 15 experts, professors, and all people who have had practical or research activities in the field of knowledge sharing, using a purposive sampling method; and in the quantitative part, it includes 344 employees of the headquarters of Maskan Bank of Tehran, using a simple random sampling method. Data collection was done in the qualitative part by using semi-structured interviews; and in the quantitative part by a researcher-made questionnaire. The data-based method was used in the analysis of the data of the qualitative part, and PLS software in the quantitative. The results in the qualitative part showed that 6 structures include: causal conditions (with 3 dimensions of universality and inevitability, the need to change the attitude towards branding, urban brand identity), contextual conditions (with 3 dimensions of brand structural coherence, urban branding, strategic location of city), intervening conditions (with 3 dimensions of tourist behavior pattern, investment/financing, environmental factors), dimensions of the phenomenon (with 3 dimensions of creating a platform for smart tourism, attention to stakeholders, integrated urban brand management), strategies (with 3 dimensions of urban advertising system improvement, smart urban branding design, urban brand culture), and consequences (with 3 dimensions of social capital development, development of quality of life, competitive power of urban brand). Based on the results of quantitative analysis, the relationships between significant research variables and the model have a good fit. Extended Abstract                                           Introduction During many years and working in organizations, human resources acquire sets of ideas, thoughts, skills, experiences and applicable sciences. The collection of such reserves is considered the knowledge of each person, which is recorded in the person's mind over time. As long as this knowledge exists in a person's mind, other people do not have the ability to access and benefit from it. There are many organizations that have such people (Park & Gabbard, 2018). Leibovitz believes that knowledge management is a combination of acquisition and storage of obvious knowledge, along with intellectual capital management. In other words, knowledge management is the process through which organizations use their collected information. Approaches to knowledge management depend on the management perspective. Differences can be caused by information-based, technology-based, and culture-based perspectives (Asgharneghad & Haghdoust, 2022). Therefore, one of the most important means of continuous creation of knowledge is sharing it among all units and members of the organization with an emphasis on technology and social interaction, attention to which has an important role in the survival of the organization in the spaces facing the competitive organization (Gholipour domyeh, 2023). Knowledge sharing is the axis of development and transformation in different societies and it is considered the main focus of training specialized and trained human resources in any society. Realization of knowledge management, sharing and documenting it in financial and banking organizations is one of the basic needs of today's knowledge-oriented society. In the current age, which is called the age of knowledge, organizations are witnessing environments that are becoming more dynamic and challenging day by day, and consider intangible and spiritual capital, called knowledge, as an important and vital factor (Firouzi & Feyzi, 2017). Based on the said material, the researcher is trying to answer the question: what is the model of knowledge sharing in Iran Maskan Bank?   Theoretical Framework Sharing knowledge Researchers state that one of the key assets of organizations is the knowledge they have access to (Hao et al, 2019). Knowledge sharing is the voluntary and enthusiastic transfer of acquired skills and experiences to other people and departments of the organization (Gupta et al, 2019). Knowledge sharing is also defined as informational behavior that requires effort and preparation to be responsive and understand information knowledge sharing (Kurmiawan at al, 2020). Knowledge sharing takes place voluntarily to share their expertise and knowledge with others with the intention of creating an interested learning process (Oyemomi et al, 2019). Hemti Nooddoost Gilani & Bagherzadeh (2023) investigated the relationship between intellectual capital and creativity with the mediating role of knowledge sharing perception in Sanat and Ma'dan Bank. The findings of the research indicated the existence of a positive and significant relationship between intellectual capital and creativity of employees in Sanat and Ma'dan Bank. Also, the mediating role of the perception variable of knowledge sharing in the relationship between the components of intellectual capital and creativity was confirmed. These findings mean that the emphasis on knowledge sharing by employees can have a positive effect on the creativity of employees in a way that significantly influences the effectiveness of intellectual capital on the creativity of employees. Gholipour domyeh (2023) investigated the simultaneous optimization of knowledge sharing and customer loyalty in social networks under the digital marketing approach. The results of the integrated approach on a company active in the field of digital marketing in Tehran showed that there is a significant positive effect of 6.47% between customer loyalty and knowledge sharing at a significance level of 1%. The results of the regression analysis also showed that there is a positive and significant relationship between knowledge sharing and customer loyalty under the digital marketing approach by 1.53%. AHP analysis showed that protestive behavior and purchase intention are the most important components of customer loyalty. Coding and implementation of the proposed bi-objective mathematical model in Games software provided a level of optimization in which maximum shared knowledge with maximum customer loyalty was achieved. Research methodology The research method is applicable in term of its purpose, and mixed in terms of implementation. The statistical population in the qualitative part includes 15 experts, professors, and all people who have had practical or research activities in the field of knowledge sharing, using a purposive sampling method; and in the quantitative part, it includes 344 employees of the headquarters of Maskan Bank of Tehran, using a simple random sampling method. Data collection was done in the qualitative part by using semi-structured interviews; and in the quantitative part by a researcher-made questionnaire. Research findings The data-based method was used in the analysis of the data of the qualitative part, and PLS software in the quantitative. The results in the qualitative part showed that 6 structures include: causal conditions (with 3 dimensions of universality and inevitability, the need to change the attitude towards branding, urban brand identity), contextual conditions (with 3 dimensions of brand structural coherence, urban branding, strategic location of city), intervening conditions (with 3 dimensions of tourist behavior pattern, investment/financing, environmental factors), dimensions of the phenomenon (with 3 dimensions of creating a platform for smart tourism, attention to stakeholders, integrated urban brand management), strategies (with 3 dimensions of urban advertising system improvement, smart urban branding design, urban brand culture), and consequences (with 3 dimensions of social capital development, development of quality of life, competitive power of urban brand). Conclusion The current research was conducted with the aim of presenting a knowledge sharing model in Iran Housing Bank. The results of this research are in agreement with the results of Hemti Nooddoost Gilani & Bagherzadeh (2023), Gholipour domyeh (2023), Azeem et al, (2021), Bayati et al, (2021), Ghanbari & Ahmadi (2022), Tabatabaei et al, (2020), Katlijn et al, (2021), Daphna et al, (2020), and Lee et al, (2020). Katlijn et al, (2021) in their study showed that people believe that their knowledge is an important part of their identity; sharing it is costly, but facilitates greater trust that the recipients of this knowledge have with future reciprocal rewards. According to the results of this research, the following suggestions are presented: Create a culture of knowledge sharing: managers should create a culture that encourages employees to share their knowledge and experiences. This can be through team meetings, internal publications, online systems, or collaboration platforms. Creating an atmosphere of cooperation: encouraging employees to cooperate and interact with each other is important. Banks can promote co-working spaces, hybrid teams, and joint projects so that employees can directly communicate with each other and share their knowledge. Internal training platforms: creating an internal training platform where employees can easily access training resources, recorded trainings, and online courses will help companies to share their knowledge with bank employees.