Journal of value creating in Business Management

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

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

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

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

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

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

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

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

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