Journal of value creating in Business Management

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

Abstract Abstract The aim of this study is "The Effect of Electronic Banking Advertisements on Customer Brand Loyalty with Emphasis on the Mediating Role of Perceived Value in the Shahr bank". To achieve this goal, a statistical population consisting of the Shahr bank customers in Tehran and a sample of 350 people were studied using a convenience (non-probability) method. Data collection was carried out by a questionnaire whose validity was confirmed by experts and its reliability by Cronbach's alpha coefficient. SmartPLS3 statistical software was used to analyze data and test hypotheses. This is a descriptive-survey and applicable research, and a correlational type in terms of relationships between variables. The findings of this study show that. Electronic advertising has a positive and significant effect on customer loyalty to the bank brand, and perceived value also plays a mediating role in the relationship between banking electronic advertising and customer loyalty to the brand. Introduction The growing trend of information technology in banking and other businesses has led to the computerization of banking and other business transactions. This information technology-based development has created new ways for business organizations to communicate with their customers, which supports the improvement of banking and financial services (Raza et al., 2020). Banks and financial institutions started the business of “home banking” through touch phones in the 1970s, and cable television was considered an ideal tool for home banking in the 1980s (Yang et al., 2023). Electronic banking is an innovative method for banks and financial institutions. It offers several services such as accessing their account balance, transferring funds from one account to another, paying various bills, purchasing goods and services without cash, and sending checks to its customers (Ayinaddis et al., 2023). Banks and financial institutions allow users to conduct financial transactions digitally rather than physically, which can increase e-customer satisfaction and loyalty to increase the perceived value of the business. E-banking is transforming the financial services sector by promoting innovation, fostering growth, and enhancing domestic and foreign competition (Yang et al., 2023). Advertising can create value for the intended brand, which can also increase customer loyalty and satisfaction. The term brand is considered a complex concept for marketers. Some perceptions imply the ratio of what is received in a transaction versus what is paid. Traditional perceptions of value have been largely self-centered, passive, and randomly determined (Salameh et al., 2022). Value is actually a unique concept composed of quality and satisfaction. Perceived value is the core driver for delivering the right products and services to the right customers at the right time and in the right way. Perceived value also provides organizations with a relative value-price opportunity. The role of perceived value has increasingly attracted the attention of customers and marketers because customer perceived value is one of the most powerful forces in today's market (Norouzi et al., 2021). Theoretical framework of the study The concept of customer brand loyalty One of the most famous and perhaps most important marketing concepts today, which was first formulated in the 1980s, is the concept of customer brand loyalty. However, the emergence of this concept for marketing professionals includes both positive and negative aspects. The positive aspect is that customer loyalty to the brand highlights and emphasizes the importance of the brand in the marketing strategy and maintains its focus on research activities and ultimately responding to the demands of the organization's top management (Gao et al., 2024). However, its negative aspect is that it has been presented in various ways and with different purposes, and there is still no single approach to the method of introducing, depicting and measuring customer loyalty to the brand. Perceived value Customer perceived value is one of the prerequisites for customer satisfaction, trust, commitment and customer loyalty. Perceived value is defined as the ratio of perceived benefits to perceived disadvantages. Perceived disadvantages are all the costs that the buyer faces when making a purchase, including items such as purchase price, acquisition costs, transportation, installation, ordering, repair and maintenance, risk of failure or poor performance. Perceived benefits are a combination of physical features, service features, and technical support associated with using a product. Customer perceived value is defined as a customer’s comprehensive assessment of the desirability of a product or service based on their perceptions of what they have gained and what they have lost (Asgarnezhad et al., 2019). Perceived value has been identified as one of the main predictors of customer loyalty and all dimensions of loyalty, including word-of-mouth, repurchase intention, and price insensitivity. The higher the perceived value of a service, especially in service industries, the greater is the customer loyalty (Rezaei et al., 2016). Electronic Banking Internet banking is actually a virtual, 24-hour branch of a bank that allows customers to make financial transactions regardless of time and place. Internet banking does not just include simple web pages used solely for information purposes. It is a two-way transaction system and a bank branch in the home of each customer. With the growth of the Internet in the world, the expansion of financial services is also obvious. Internet banking allows customers to carry out all their banking transactions without using cash, with just a click of the mouse button at home or at work. Internet banking is the performance of financial activities and transactions using the Internet through the bank's website; or in other words, it is the provision of banking services through a personal computer at home or at work, without the need to visit bank branches. Therefore, success in Internet banking requires providing financial services that are tailored to the needs, preferences, and expected quality of customers. Online banking is the format for conducting monetary and financial transactions in the digital age. The necessity of digital transformation in the banking system and financial management is the use of online banking (Siamul et al., 2025).  Research Method The present study is a descriptive-survey type of correlation that aims to investigate the effect of electronic banking advertising on customer loyalty to the brand with the role of perceived value mediator in the Shahr bank. First, by explaining the theoretical foundations of the research and describing the existing conditions by designing and distributing a questionnaire, the necessary information was collected and then analyzed by statistical software. Given that the purpose of this study is to investigate the effect of electronic banking advertising on customer loyalty to the brand with the role of perceived value mediator in the Shahr bank, this research can be considered applicable. The statistical population of the study consists of the Shahr bank customers in Tehran, from which a sample of 350 people was selected by a convenience (non-probability) method, and a questionnaire was distributed among them. In this study, structural equation modeling using partial least squares and PLS software was used to test the hypotheses and model accuracy. PLS is a variance-based approach that requires fewer conditions compared to similar structural equation techniques such as LISREL and EMON, and its main advantage is that it requires fewer samples compared to LISREL modeling. Research findings Modeling in PLS is carried out in two stages. In the first stage, the measurement model should be examined through reliability and validity analyses; and in the second stage, the structural model was analyzed by estimating the path between variables and determining the model fit indices. According to the results obtained from the path coefficient (indicating the intensity and type of relationship between two latent variables) and the t-statistic, electronic advertising has a positive and significant effect on customer loyalty to the bank brand, and perceived value plays a mediating role in the relationship between electronic banking advertising and customer loyalty to the brand. Discussion and Conclusion In this study, the results of data analysis indicate that all the main hypotheses of the study have been confirmed; meaning that the positive and significant effect of electronic banking advertising on both customers perceived value and their loyalty to the bank brand, as well as the mediating role of perceived value in this relationship, has been statistically proven. These findings indicate that the more targeted, transparent, and with an emphasis on the practical and emotional benefits of services, the more value customers receive from interacting with the bank increases, which in turn leads to strengthening their commitment and loyalty to the bank brand. These results are in line with the studies of Vajdani et al., (2024) and Wu & Wang (2024). Zyad Alzaydi (2023) also stated that branding plays a key role in achieving customer loyalty in the Saudi banking sector. Khajeh Saeed et al., (2022) also reached results in line with the results of the present study. In further analysis of the findings, it can be said that improving the quality and content of e-banking service advertisements leads to increased trust, transparency, and perception of innovation by customers, which directly increases perceived value in functional (convenience, security, speed) and emotional (satisfaction, confidence, sense of worth). This improvement in perceived value, in turn, strengthens the likelihood of re-selecting bank services and recommending the brand to others; a topic that has also been confirmed in previous studies. In the competitive environment of Iranian banks, where most services are very similar, the orientation of advertising towards explaining benefits and unique user experience can create competitive advantage and sustainable loyalty. Also, the mediating role of perceived value showed that even if advertisements are extensive, without real promotion of customer expected values (including efficiency, security and usefulness), a sustainable impact on loyalty will not be formed; therefore, banks should focus on the quality of messages and their suitability with the real needs of customers in addition to the volume of advertisements. In conclusion, the research findings highlight the necessity of a strategic link between effective e-banking advertisements and the promotion of real customer experiences; in such a way that perceived value, as the leader of loyalty motivations, is continuously strengthened; and banks move beyond mere information provision and focus on creating practical and emotional added value for customers. This approach is considered vital, especially for Iranian banks, given the digital transformation and the need for brand differentiation.

Abstract Abstract The aim of this study is to present a brand reputation model to increase the brand equity of pharmaceutical industries. The research method is applicable in terms of its purpose, and mixed (qualitative-quantitative) in terms of its implementation method. The statistical population of the qualitative part of the study includes 17 managers and employees of the marketing department of pharmaceutical companies, experts and professors knowledgeable in this field, selected by the snowball sampling method. The statistical population in the quantitative part includes 384 drug consumers. Data collection in the qualitative part is semi-structured interviews and in the quantitative part is a questionnaire. In analyzing the data in the qualitative part, open, axial and selective coding methods were used, and in the quantitative part, structural equation modeling (SEM) was used. The results of the qualitative section showed that five main categories including causal conditions (proven quality, drug safety monitoring system, reliable scientific data), contextual conditions (institutional cooperation, scientific-economic interaction with policymakers, international standards), intervening conditions (geopolitical factors, multi-level competition, technological developments), strategies (scientific superiority, transparency, crisis management, indigenous innovation) and consequences (sustainable trust, market position, scientific credibility and political bargaining power) constitute the body of the brand reputation model. In the quantitative section, the results of the study showed the high validity of the extracted model. Introduction In recent decades, brand reputation has been recognized as one of the most important intangible assets of organizations; an asset that not only affects consumer behavior, but also affects investor decisions, international reputation and even corporate communication policies (Agmeka et al., 2019). Brand reputation is the result of combining the actual performance of the company with perceptions created through formal and informal communication over time. This reputation acquires strategic value when it goes beyond mere customer recognition and develops into sustainable social capital among stakeholders (Ahmadi & Ataei, 2024). In the pharmaceutical industry, the importance of brand reputation is doubly important. On one hand, medicines are a vital commodity with high social sensitivity, and on the other hand, the high level of regulation, intense competition, and the requirement to comply with ethical principles make the trust and credibility of the pharmaceutical brand one of the requirements for business sustainability (Khan et al., 2022). Customers, doctors, regulatory agencies, and investors all make their decisions based on their perception of the reputation of the pharmaceutical company. In such an environment, brand reputation becomes a risk management tool, as brands with higher reputation are more resilient to media crises, consumer dissatisfaction, or ethical challenges (Bentoro et al., 2023). Despite the importance of this concept, studies conducted in the Iranian research literature show that there is no comprehensive and localized model for analyzing pharmaceutical brand reputation. Previous studies have often focused on the quantitative aspects of measuring brand equity and have ignored the qualitative dimensions of reputation, such as scientific trust, interaction with policymakers, or reputation risk management. While more recent international research - such as the study of Meng et al., (2023) - has emphasized the ability of reputation to create competitive difference and its link to organizational innovation, the country's scientific environment still lacks a model that can explain the relationship between reputation components and brand equity in the pharmaceutical industry in a paradigmatic and structured manner. Therefore, this study seeks to answer the question: What is the brand reputation model in order to increase the brand equity of pharmaceutical industries? Theoretical Framework Brand Reputation in the Pharmaceutical Industry Pharmaceutical brand reputation is usually based on three main stakeholder groups: prescribing physicians, patients, and regulatory institutions. Park et al. (2021) showed that companies that have a drug efficacy and safety monitoring system, continuous scientific education, and coherent ethical communications have a more stable reputation and higher loyalty. In contrast, Vuong & Bui (2023) emphasize that exaggerated advertising and weak scientific transparency are the main threats to pharmaceutical organizational reputation. In Iran, despite the quantitative growth of domestic brands, the lack of official standards for measuring reputation and the lack of ethical and scientific indicators have caused the perception gap between domestic and foreign brands to persist (Sayari et al., 2023). Ekhlasi (2017) and Ahmadi & Ataei (2024) have shown that communication behavior, ethical pricing, and responsiveness in the pharmaceutical crisis are the three main axes that shape reputation. Therefore, it is necessary to combine a qualitative approach (expert perception analysis) and a quantitative approach (measuring the relationships between variables) in order to scientifically and practically explain the mechanisms of forming and strengthening pharmaceutical brand reputation in Iran. The Relationship between Brand Reputation and Brand Equity There is a direct and reciprocal relationship between brand reputation and brand equity. Positive reputation facilitates the creation of brand equity, and high equity leads to reputation sustainability (Sabzevari et al., 2025). From a theoretical perspective, brand reputation has a synergistic relationship with the three key constructs of Aaker's model—loyalty, perceived quality, and brand association. The empirical model (Wang et al., 2021) showed that the impact of brand reputation on equity is formed through three main pathways: 1- Increasing information credibility: stakeholders perceive reputable brand advertisements or messages as more trustworthy, resulting in increased willingness to purchase or prescribe. 2- Reducing perceived risk: Scientific reputation reduces decision uncertainty and leads physicians to choose a trusted brand. 3- Strengthening loyalty: A reputation based on ethics and sustainable performance prevents trust violations and consumer disengagement. Within the framework of service-oriented logic, brand reputation is a source of value creation through social and cognitive interactions, not just economic ones, in pharmaceutical industries. These interactions are generally formed between the company, health institutions, and the patient community; and brand equity is achieved through scientific trust and social legitimacy (Sudirjo et al., 2023). Sabzevari et al., (2025) investigated the identification of the components of brand equity creation in the Iranian clothing industry. According to the results obtained in this study, the four components of internal brand strength, brand awareness, positive brand image, and perceived value are the most key components of brand equity creation in the Iranian clothing industry, with a good fit of the resulting model. Dehghani et al., (2024) explained the role of customer engagement with the brand and in relation to the dimensions of omnichannel characteristics on the quality of communication and brand value co-creation, considering the moderating role of brand reputation. The results of structural equations show that channel service configuration, channel interaction stability, channel quality assurance, and perceived channel smoothness have a positive and significant effect on customer engagement with the brand. Customer engagement with the brand has a positive and significant effect on the quality of customer communication with the brand, and the quality of customer communication with the brand has a positive and significant effect on brand value co-creation, and brand reputation is able to moderate the effect of customer engagement with the brand on the quality of customer communication with the brand. Research Methodology The research method is applicable in terms of its purpose, and mixed (qualitative-quantitative) in terms of implementation. The statistical population of the research in the qualitative section includes 17 managers and employees of the marketing department of pharmaceutical companies, experts and professors knowledgeable in this field, selected using the snowball sampling method. The statistical population in the quantitative section includes 384 drug consumers. Data collection in the qualitative section is semi-structured interviews and in the quantitative section is a questionnaire. Research findings The data analysis of the qualitative part used open, axial and selective coding methods, and the quantitative part used structural equation modeling (SEM). The results of the qualitative part showed that five main categories including causal conditions (proven quality, drug safety monitoring system, valid scientific data), contextual conditions (institutional cooperation, scientific-economic interaction with policymakers, international standards), intervening conditions (geopolitical factors, multi-level competition, technological developments), strategies (scientific superiority, transparency, crisis management, indigenous innovation) and consequences (sustainable trust, market position, scientific credibility and political bargaining power) constitute the body of the brand reputation model. In the quantitative part, the research results showed the high validity of the extracted model. Conclusion This research was conducted with the aim of presenting a brand reputation model in order to increase the brand equity of the pharmaceutical industry. These findings are consistent with the results of Wang et al., (2021), Sabzevari et al., (2025), Dehghani et al., (2024), Hekmatnia et al., (2022), Opoku et al., (2023), Susanti & Samudro (2022), Yazdani Kachi et al., (2022), Rezaeian & Asgari (2021), Ishaq & Di Maria (2020), and Beig & Nika (2019). Wang et al. (2021) emphasizes that in knowledge-based industries, scientific capability and institutional transparency are the main drivers of brand reputation, rather than advertising. Sabzevari et al. (2025) showed that the four components of internal brand power, brand awareness, positive brand image and perceived value are the most key components of creating brand equity in the Iranian clothing industry and the obtained model has a good fit. According to the research results, the following suggestion was made: Establishing a specialized department to collect, produce and publish clinical and economic data of the drug, with the aim of transforming performance evidence into the main pillar of the brand's scientific reputation. Selecting and training a group of doctors and pharmacists as "scientific ambassadors" of the brand to convey scientific and ethical messages and participate in specialized congresses and forums.

Abstract Abstract The aim of this research is to design a sustainable organizational citizenship behavior model in the country's banking system. The present research is applicable in terms of its purpose, and is an exploratory research. The statistical population of the research includes experts and employees experienced in working with organizational sustainability. The statistical sample is based on the unlimited nature of the community; and the sample size was calculated by the formula 5q<n<15q, and 384 people were selected. Sampling in this research is random, and the collection tool is a questionnaire. Data analysis was performed using SPSS and PLS software. The findings showed that the appropriate model of sustainable organizational citizenship behavior in the banking system is consistent with the paradigmatic model, including six main variables: causal conditions, background conditions, intervention conditions, strategies, consequences, and the central phenomenon; and has 18 indicators. The paradigmatic model of the research is presented based on the data-based theory strategy, which includes 5 indicators in the main variable of "causal conditions" and three sub-categories, individual factors, organizational factors. Organizational sustainable performance is a category of skills development in the main variable of "contextual conditions"; a category of sustainable tools and resources and the category of organization-oriented factors in the main variable of "intervening conditions"; sustainable organizational citizenship behavior in the main variable of "strategies"; and environmental transformational leadership in the main variable of "consequences", and the overall fit index (GOF) was obtained as 0.6534, which indicates a strong overall fit of the research model. Introduction Today, environmental issues and the sustainable development agenda have acquired international dimensions. This means that the challenge facing organizations at the global level is to adopt sustainable business practices. Organizations need to make efforts to incorporate sustainable concepts into their ethical philosophy and shape organizational citizenship behavior based on it (Widyastuti & Arif, 2017). In fact, just as a good citizen in civil society does not simply violate the law, nor does he simply obey like everyone else, but rather promotes more obligations and cultivates the feeling that he should be treated based on rights and respect (Rastegar et al, 2019). In the organization, one of the main factors that can improve the behaviors, attitudes, and interactions of employees to provide higher quality services is sustainable organizational citizenship behavior. Some studies have focused on the consequences of organizational citizenship behavior and have mentioned factors such as organizational performance, organizational effectiveness, organizational success, customer satisfaction, customer loyalty, social capital, etc. as these consequences (Hadjimarzban et al, 2022). The occurrence of these behaviors in service organizations is of particular importance; because the lifeblood of a service organization is its employees who are directly in contact with the customer. Unlike products, services are produced and consumed at the same time; service employees can be both producers and service providers. This aspect of services has led to a great deal of focus on the vital role of service employees in delivering quality services. Given that in service companies, especially in the banking system, there is a direct relationship between employees and customers, sustainable organizational citizenship behavior will have a great impact on the success of the organization (Tehrani et al, 2018). The lack of effective cooperation between human resources, marketing, and finance departments can lead to a decrease in the effectiveness of environmental and social programs, which can also be considered as an obstacle to the implementation of sustainable organizational citizenship behaviors between different departments of the bank (Kim & Park, 2019). To address these problems, banks should show a tendency towards sustainable organizational citizenship behaviors. These behaviors include compliance with laws and regulations, consideration for the interests of society, protection of employee rights, protection of the environment, and protection of customer privacy; which will lead to the promotion of a citizenship culture in the organization and facilitate interaction with other organizations and local communities. In fact, the important concept of sustainable organizational citizenship behavior is that the organization does not view individual voluntary behavior as part of its reward system. Although each of these behaviors may seem minor and insignificant when considered separately, promoting these behaviors throughout an organization can have a significant impact (Althnayan et al, 2022). Therefore, the research question is: What is the model of sustainable organizational citizenship behavior in the country's banking system? Theoretical Framework Sustainable Organizational Citizenship Behavior Sustainable organizational citizenship behavior can be defined as "individual and voluntary social behaviors that are not explicitly recognized by the formal reward system." These “individual and voluntary behaviors” include a variety of initiatives, such as sharing knowledge to prevent pollution in the workplace, suggesting solutions to reduce garbage, representing the organization at an environmental conference, and collaborating with the environmental department to implement green technologies. Although each of these behaviors may seem small and insignificant on its own, their sum can help to make a significant difference in the organization’s environmental performance (Boiral & Paillé, 2012). Nuringsi et al, (2024) investigated the path of sustainable citizenship behavior: A study in the literature of sustainable entrepreneurship education. In this study, seven main constructs were identified, including local government support, sustainable entrepreneurship orientation, sustainability values, sustainability attitude, opportunity recognition, sustainable entrepreneurship intention, and sustainable organizational citizenship behavior. A total of 56 indicators were identified to measure these seven constructs, which will be used as measurement tools in subsequent research. The findings of this study will be used as a basis for further research and development of entrepreneurship education. Jankelová et al, (2024) investigated the improvement of organizational citizenship behavior towards the environment. The findings showed that there is a direct relationship between instrumental environmental support of mayors and organizational citizenship behavior towards the environment of local management employees in municipalities. The mediation hypotheses of stakeholder demand and individual-organization fit were also confirmed. Also, the positive moderating effect of trust in the mayor was confirmed. The moderating effect of commitment to the mayor was not confirmed. These results increase our understanding of the mechanisms behind the additional role of employee behavior at the micro level in local contexts and provide new insights into the factors positively associated with these behaviors. Research Methodology The present research is applicable in terms of its purpose, and is an exploratory research. The statistical population of the research includes experts and employees experienced in working with organizational sustainability. The statistical sample is based on the unlimited nature of the community; and the sample size was calculated by the formula 5q<n<15q, and 384 people were selected. Sampling in this research is random, and the collection tool is a questionnaire. Research Findings Data analysis was performed using SPSS and PLS software. The findings showed that the appropriate model of sustainable organizational citizenship behavior in the banking system is consistent with the paradigmatic model, including six main variables: causal conditions, background conditions, intervention conditions, strategies, consequences, and the central phenomenon; and has 18 indicators. The paradigmatic model of the research is presented based on the data-based theory strategy, which includes 5 indicators in the main variable of "causal conditions" and three sub-categories, individual factors, organizational factors. Organizational sustainable performance is a category of skills development in the main variable of "contextual conditions"; a category of sustainable tools and resources and the category of organization-oriented factors in the main variable of "intervening conditions"; sustainable organizational citizenship behavior in the main variable of "strategies"; and environmental transformational leadership in the main variable of "consequences", and the overall fit index (GOF) was obtained as 0.6534, which indicates a strong overall fit of the research model. Conclusion The present study was conducted with the aim of designing a model of sustainable organizational citizenship behavior in the country's banking system. The results of this study are consistent with the results of Nuringsihet al, (2024), Jankelová et al, (2024), Yang et al, (2023), D'Arco & Marino (2022), Shafiei Jafarloo (2022), Ebadifar & Mesbahi (2022), Ghanbari & Ahmadi (2022), Setiadi & Arieftiara (2022), and Sabati (2022). Jankelová et al, (2024) showed that there is a direct relationship between instrumental environmental support of mayors and organizational citizenship behavior of local management employees towards the environment in municipalities. The mediation hypotheses of stakeholder demand and individual-organization fit were also confirmed. Also, the positive moderating effect of trust in the mayor was confirmed. The moderating effect of commitment to the mayor was not confirmed. These results increase our understanding of the mechanisms behind the additional role of micro-level employee behavior in local contexts and provide new insights into the factors positively associated with these behaviors. In line with the results obtained, it is suggested that: Variation in personal characteristics and psychological states of individuals can lead to different interpretations of data and results; and especially in qualitative studies, cognitive biases may lead to inaccurate results. These variables can be difficult to measure accurately, as they are strongly influenced by organizational culture and individual experiences, which leads to inhomogeneity in the data.

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

Abstract Abstract
The aim of the present study is to design a development model for consumer cooperatives in Iran. The research method is applicable in terms of its purpose, and qualitative phenomenological in terms of its implementation method, and has inductive and deductive approaches. The statistical population includes 12 executive managers, members, and experts active in consumer cooperatives, selected by non-probability judgmental (purposive) sampling. The data collection tool includes semi-structured interviews. Data analysis was performed using MAXQDA 20 software. The results indicate that the development of consumer cooperatives is influenced by key components such as experienced and trained human resources, organizational development strategies, appropriate management structure, legal support, active participation of members, use of new technologies, and development of distribution and sales networks. Also, cultural components such as trust and cooperation between members play a facilitating role in development. Quantitative and qualitative indicators related to each component were also found to be effective in increasing productivity and achieving economic and social goals. Integration and coordination between components and indicators are crucial for achieving sustainable development of consumer cooperatives, and the use of this framework can be a practical guide for policymakers and managers in this field.
Introduction
Cooperatives, as organizations with a democratic and participatory structure, play a fundamental role in the economic and social development of societies (Ribas et al, 2022). These institutions aim to integrate the economic and social interests of their members, providing a platform for promoting general welfare and reducing poverty (Joshi, 2024). Research findings indicate that cooperatives make a significant contribution to economic growth and social sustainability by creating job opportunities, strengthening entrepreneurship, and increasing social capital (Mitov et al., 2024). Promoting the sustainable development of cooperatives requires adopting systematic and innovative approaches that ensure the participation of all stakeholders in the decision-making process and program implementation. In this regard, the cooperative ecosystem model, as a new framework, emphasizes cooperation and synergy between members, the government and other institutions. This model can be used as an effective tool for policymakers to accelerate the transformation and strengthen the position of cooperatives in the national economy (Șavga, 2025). The focus of this approach on innovation in the fields of management, education and technology will pave the way for improving productivity and responding to the changing needs of members (Kamalia et al, 2025).
Cooperatives, as organizations founded on the principles of common ownership, democratic management and member financing, face numerous challenges that directly affect their performance and sustainability (Fulton & Hueth, 2009).
Weak institutional support, lack of appropriate infrastructure, and ineffective policies can not only threaten the growth and sustainability of cooperatives, but also reduce members’ trust in cooperative management. In addition, negative social capital, or lack of trust between members and managers, is another serious obstacle to the development and survival of cooperatives. These conditions, especially in societies where social trust and solidarity are weak, have a greater impact on cooperative performance and can prevent them from achieving their main goals (Duarte et al., 2025). Cooperatives are known as social enterprises, with trust and cooperation as their essential pillars (Saz-Gil et al., 2021). Cooperatives face specific challenges in human resource management due to their democratic structure and the need to balance the interests of members and non-members (Voigt & Oelsnitz, 2024). This unique structure requires the design of frameworks that emphasize member self-leadership and adherence to participatory values. Such frameworks can help strengthen member interaction and increase productivity in cooperative environments (Kumara & Bhat, 2022). Therefore, the main question is: how is the design of a development model for consumer cooperatives in Iran?
Theoretical Framework
History and Evolution of Cooperatives
These companies have developed in many countries as a tool for the economic and social empowerment of different groups in society, especially farmers and workers. In some countries, such as Finland, the laws governing cooperatives have taken on characteristics of commercial companies over time, a process known as “corporatization”. These changes have to some extent reduced the difference between cooperatives and commercial companies, but the fundamental principles of cooperatives are still preserved and play their main role (Pönkä, 2019).
Definition and nature of cooperatives
Cooperatives are independent associations in which a group of people with a common motive come together voluntarily and democratically to meet their economic, social and cultural needs. These types of companies operate on the basis of principles such as free and voluntary membership, active economic participation of members, democratic control by members, organizational independence, education and information, inter-cooperative cooperation and attention to social interests (Yaşan, 2024).
Legal and organizational characteristics of cooperatives
Unlike traditional commercial companies that focus on profit, cooperatives are formed based on the common interests of their members and the principle of cooperation. The management structure of cooperatives is usually designed to include a board of directors elected by members and professional executive management, and decisions are made democratically (Cheney et al., 2014).
The role and performance of cooperatives
Numerous studies show that cooperative principles have a significant impact on the entrepreneurial orientation of these companies and can promote their innovation, risk-taking, and overall efficiency. In addition, studies have shown that the financial and operational performance of cooperatives is not much different from non-cooperative companies and that they can be as successful as other companies in a competitive market (Guzmán et al., 2020).
Duarte et al. (2025) examined the competitive behavior of consumer cooperatives. Using data and a structural model, we test whether consumer cooperatives in the Italian supermarket industry act as profit-maximizing firms. We find no significant deviation from profit maximization. Based on a hypothetical experiment, even a mild degree of internalization of consumer welfare by the cooperatives studied can generate welfare benefits for consumers that are comparable to the regulatory benefits they enjoy. Boadu et al. (2024) examined the social economy and solidarity and social inclusion of cooperatives in the Asin-Fuso Municipality, Ghana. The results showed that cooperatives promote social inclusion by facilitating access to productive and financial resources with members of credit-based cooperatives experiencing high social inclusion. Members with smaller households enjoyed higher social status, as they were able to engage in more social and economic activities within their communities and groups. We recommend access to credit and production resources and long-term production control measures, as these factors are essential for high social inclusion.
Research Methodology
The research method is applicable in terms of its purpose, and qualitative-phenomenological in terms of its implementation, and has inductive and deductive approaches. The statistical population consists of 12 executive managers, and members and experts active in consumer cooperatives, selected using non-probability judgmental (purposive) sampling. The data collection tool includes semi-structured interviews.
Research Findings
Data analysis was carried out using MAXQDA 20 software. The results indicate that the development of consumer cooperatives is influenced by key components such as experienced and trained human resources, organizational development strategies, appropriate management structure, legal support, active participation of members, use of new technologies, and development of distribution and sales networks. Also, cultural components such as trust and cooperation between members play a facilitating role in development. Quantitative and qualitative indicators related to each component were also found to be effective in increasing productivity and achieving economic and social goals. Integration and coordination between components and indicators are crucial for achieving sustainable development of consumer cooperatives, and using this framework can be a practical guide for policymakers and managers in this field.
Conclusion
The present study was conducted with the aim of designing a development model for consumer cooperatives in Iran. The results of this study are consistent with the results of Duarte et al. (2025), Șavga (2025), Boadu et al. (2024), Osten et al. (2024), Jafari (2021), Guzmán et al. (2020). and Mokhtari & Rahimi (2019). Boadu et al. (2024) showed that cooperatives promote social inclusion by facilitating access to productive and financial resources with members of credit-based cooperatives experiencing high social inclusion. Members with smaller households enjoyed higher social status as they were able to carry out more social and economic activities in their communities and groups. We recommend access to credit and productive resources and long-term production control measures as these factors are essential for high social inclusion.
Based on the results of this study, the following recommendations are made:
Investing in information technology and developing electronic sales systems and management automation systems are other strategic priorities that should be considered. This measure can significantly improve the quality of services provided to members, improve interactions between members and cooperatives, and increase the competitiveness of these institutions.

Abstract Abstract The purpose of this research is to identify the skill and competence requirements as well as the characteristics of universities to respond to future business developments in the environment of the fourth industrial revolution. The research methodology includes the review and analysis of literature and scientific resources in the field of the subject using a qualitative approach and thematic analysis method. The statistical population of the research includes scientific documents (articles) published since 2010. The sampling method was purposeful, based on which 87 articles were selected for final review and analysis. The reliability of the collected categories using the Miles and Huberman formula was 82%. Theme analysis was done using theme analysis method and Maxqda 22 software. The findings of the present research were presented in two parts: a) digital, social, cognitive, technical and personal competencies as skills and competence requirements of the fourth industrial revolution, and b) the characteristics of the future university in the form of professional, network-oriented, digital-oriented, competence-oriented, project-oriented, transformational, frontier-oriented, Personalized and skill-oriented education and learning. The results of the research showed that the university can prepare students for the future business environment and job creation and employability by complying with the new skill requirements and competencies of the fourth industrial revolution and acquiring the mentioned characteristics. Introduction The fourth industrial revolution is one of the most important technological and socio-economic developments of the modern world, which has attracted the attention of many sectors, including technology, business market, production (factories and industries), and education; and has had a profound effect on the policies and strategies of university education (Chaka, 2019). On the other hand, it creates changes in the business structure that requires the production of knowledge, skills and vital competencies acquired by the university and academics (Adznir, 2017). If the universities do not react to these changes, be indifferent, and continue the current routine; in the near future we will witness the replacement of passive universities with many agencies and companies and private institutions in charge of educational and skill services. Adjusting university and business functions with the digital conditions of the fourth industrial revolution requires identifying the skills and competences needed and on the other hand, the level of responsiveness of universities to these developments. The mismatch between the supply and demand of knowledge and skills has always been one of the concerns at the global level and the focus of attention of policy makers and researchers and academic stakeholders in general. For this reason, academic thinkers believe that the current and traditional educational system is not able to adapt to these changes and cannot adjust themselves to the needs of knowledge and skills. This growing gap between the educational systems and the business market along with the mismatch between the supply and demand of knowledge and skills can lead to instability in the economy. In this regard, the current research has two goals; A) Identifying the skill and competence requirements of the university. b) The analysis of the characteristics of the university in accordance with the business environment in the fourth industrial revolution. In this way, the researcher tries to answer the main question; what are the skill requirements and academic characteristics appropriate to business in the fourth industrial revolution? Theoretical framework The fourth industrial revolution The fourth industrial revolution emerged in 2010. This revolution has three unique features that distinguish it from past industrial revolutions: 1- It blurs the boundaries between physical, biological, digital and social domains, which transforms the entire production and business process. 2- It can open a new era of investment, productivity, and living standards increase, and with a successful program in the fields of robotics, Internet of Things, big data, mobile phones, and 3D printing technology; it makes the interaction process faster, easier and more accurate. 3- The fourth industrial revolution is happening with an unprecedented speed, breadth and depth, and level of impact compared to the previous revolutions, which has turned the linear speed into an exponential (Hoa, 2017:23). In this revolution, working and managing a group has changed from belief to place-oriented to space-oriented; because the digital transformation has made space and time limitations very weak and even erased. In this era, the hybrid workplace, which is a combination of physical resources, culture, processes, and digital technologies, has been emphasized (Shami Zanjani, Asadi & Nabii, 2022: 46). Skill system and business Regarding skill training and business, four theories of human capital, functionalism, social capital, and the theory of professional and skill competencies have been proposed so far. The theory of professional competencies and skills, taking into account the studies of McCland (1973), has expressed a new analysis of the competencies and skills required by business. For this reason, in a part of the current research, we have tried to identify the competence and skill requirements in the era of the fourth industrial revolution under the theory of professional and skill competencies. Research methodology The current research was carried out developmental in terms of the goal, qualitative in terms of the method of conducting the research, and was done by thematic analysis method. Research keywords were searched in various foreign and domestic databases. After that, the criteria for entering the study were determined and the process of inclusion and exclusion was done iteratively and not linearly. Using the purposeful sampling method, 78 articles were selected from the 305 identified articles. The validity of the data was obtained using the formula of Miles and Huberman (1994) based on the agreement of the evaluators at 82%. Theme analysis was done using theme analysis and Maxqda 22 software. Research findings The findings of this research were presented in two parts. In the first part, the skill and qualification requirements of the fourth industrial revolution were identified. In the second part, the characteristics of the University of the Fourth Industrial Revolution were analyzed in the form of content analysis. The results of the research showed that the skill and competence requirements of the fourth industrial revolution are placed in the categories of digital competences, social competences, cognitive competences, technical competences and personal competences. The characteristics of the future university, which are suitable for the business environment in the fourth industrial revolution, include professional, network-oriented, digital-oriented, qualification-oriented, project-oriented, transformational, frontier-oriented, personalized education, and learning, skill-oriented. Conclusion In the atmosphere of the fourth industrial revolution, it is necessary to create a network structure between the university and the business to regulate their performance. This regulation requires the identification of the skills and competencies required by the business, and on the other hand, the responsiveness of the universities to these developments. As a result, universities should acquire characteristics in order to respond to new developments, so that in addition to carrying out their inherent missions, they can carry out skill training as a special task in the era of the fourth industrial revolution. In this way, if the communication network between the university and business is established, students can acquire major and necessary skills as the skill requirements of the fourth industrial revolution, and prepare themselves for job creation and job selection in new businesses. The results of the research in the first question corresponds with the findings and results of Dahmani (2024), Nasir (2023), Saniuk et al, (2022), Yazdanpanah et al, (2022), Khademi Kolelu & Rahimi (2021), Genkin et al, (2020), OECD (2019), Anggraeni (2018), Ansari et al, (2018), Balyer (2018), Mohamadzadeh & Setodeh (2017), and Damian et al, (2015). In the second part, the results are in line with the results of Sadeghi et al, (2022), Buhler et al, (2021), Adekunle & Fatima (2020), Ally & wark (2020), Benešová & Tupa (2017), Devi et al, (2020), Eleyyan (2022), Jung (2019), Pham & Tran (2021), and Gleason (2018). It is suggested that the Ministry of Education assigns universities to implement the characteristics identified in accordance with the fourth industrial revolution, so that they can put the skill requirements of this revolution in their educational agenda to develop the competencies of students and graduates. It is also suggested to implement a network communication model between universities and business environments. The last suggestion is to hold various workshops and seminars in universities with the cooperation of companies and dndustries active in new businesses.

Abstract Abstract
The aim of this study is to identify the drivers affecting the future of investment in the Iranian Social Security Organization with an emphasis on the role of technology. The present study is an applicable study in terms of orientation, and a field study in terms of data collection. The statistical population of the study is investment and income generation experts in the field of social security, and sampling was carried out based on expertise in these fields. The sample size in this study is 10 people. Structured interview tools with experts and expert survey and priority survey questionnaires were used to collect data. Fuzzy Delphi and Marcus quantitative techniques were used to analyze the research findings. The results showed that 29 drivers were extracted through a literature review and structured interviews with social security experts. In the next step, these drivers were screened using the Fuzzy Delphi method. Nine drivers had a desirable defuzzy number and were selected for the final ranking. The final drivers were prioritized using the Marcus method. The prioritized drivers were: the drivers of the level of cooperation of the Social Security Organization with technology startups, the level of cooperation of the country's financial institutions with FinTechs, and the development of RegTechs.
Introduction
The term social security within the framework of the statutes of the International Social Security Union means any scheme or program that, by legislative or other mandatory arrangement, supports society against employment-related accidents, occupational diseases, disability, old age, retirement, survivorship, and death through cash or in-kind payments (Badalivand et al, 2021). Social security is moving towards becoming the most important factor in the stability of countries. Social security is one of the vital pillars of national strategies to improve human development, political stability, and inclusive growth (International Labor Organization, 2014). The Social Security Organization of Iran, as one of the main institutions providing insurance and social services, faces various financial challenges that can harm its efficiency and effectiveness in providing social security to individuals (Alipour et al, 2021).
Revenue generation is very important for the Social Security Organization. Proper and effective investment is a very important channel for revenue generation. Technologies, especially digital technologies, play an important role in investment and revenue generation in the organization. Fintechs provide efficient technologies and innovations to improve financial services in various areas such as payment, insurance, and financing (Puschmann, 2017; Das, 2019; Giglio, 2021). The Social Security Organization’s cooperation with Fintechs and the use of their innovative solutions will lead to the development of attractive investment options and the proper and optimal use of financial resources. Given that the development of fintechs and their diversity will increase greatly, one of the areas that will be very influential in the future is the discussion of fintechs in financing and investment and their role in various institutions, including the Social Security Organization. In this regard, the main research question is: what are the drivers affecting the future of investment in the Iranian Social Security Organization, emphasizing the role of technology?
Theoretical Framework
New Investment Technologies and Methods
New investment methods refer to new technologies, strategies, and financial instruments that allow investors to operate in financial markets in distinctive and innovative ways (Konovalova et al, 2020). These tools include digital and technology-based methods that help investors reduce risks, access new opportunities, and improve the efficiency of their investments (Solanki et al, 2019). Digital currencies such as Bitcoin, Ethereum and other altcoins are known as one of the new investment techniques (Srour, 2023).
Social Security Organization
The Social Security Organization is one of the important social and economic institutions that play a pivotal role in ensuring the social security of individuals in most countries of the world, especially in Iran. The Social Security Organization is responsible for providing insurance services to various and wide ranges of society. These services include social insurance such as pension insurance, health insurance, unemployment insurance and accident insurance (Arabi et al, 2022).
Ashtiani et al, (2024) studied the future of smart contracts in the banking industry using a scenario approach. The screened drivers were ranked through priority measurement questionnaires and the fuzzy Vaspas method. Based on the scores of the fuzzy Vaspas method and considering the three criteria of expertise, importance intensity and certainty, the drivers of coordination and the level of integration of banks in the adoption of new technologies and contracts, as well as the level of integration of information systems in the banking industry, were given the highest priority and were selected for scenario planning. The research scenarios were developed based on the two priority drivers and through interviews with focus groups. These scenarios were: smart banking, integrated banking, insular banking, and traditional banking.
Majidi Khameneh et al, (2023) presented a corporate venture capital model with a FinTech approach in the country's banking system. Semi-structured interviews, focus groups, and expert grouping were used in the qualitative part; and structural equation modeling was used in the quantitative part. The results led to the identification and compilation of 174 indicators in the research area, of which more than 50% of the experts selected 94 codes, and the codes that are of the same type were placed in a separate group. The results of examining and extracting corporate venture capital factors in the banking system based on the SIP model showed that these factors include output, context, input, and process. The outcomes related to output include the creation of non-financial value, financial value, strengthening the business and continuous strategy, strengthening the ecosystem and exploiting complementary assets, expanding the identification and adoption of new and emerging technologies and opportunities. The results related to the context include general favorable investment conditions, specific favorable investment conditions, external organizational environment, internal organizational environment, and input-related results including behavior, investment, assets, and finance; and finally the results related to the process include pre-investment actions, initial investment actions, mature investment, actions during investment, communication ecosystem, risk, experience and interaction, investment restrictions, intelligent management, and strategic organization.
Research Methodology
The present study is an applicable study in terms of orientation, and a field study in terms of data collection. The statistical population of the study is investment and income generation experts in the field of social security, and sampling was carried out based on expertise in these fields. The sample size in this study is 10 people. Structured interview tools with experts and expert survey and priority survey questionnaires were used to collect data.
Research Findings
Quantitative Delphi and Marcus techniques were used to analyze the research findings. The results showed that 29 drivers were extracted through literature review and structured interviews with social security experts. In the next step, these drivers were screened using the fuzzy Delphi method. Nine drivers had a desirable defuzziness number and were selected for the final ranking. The final drivers were prioritized using the Marcus method. The prioritized drivers were: the drivers of the level of cooperation of the Social Security Organization with technology startups, the level of cooperation of the country's financial institutions and institutions with FinTechs, and the development of RegTechs.
Conclusion
The present study was conducted with the aim of identifying the drivers affecting the future of investment in the Iranian Social Security Organization, emphasizing the role of technology. The results of this research are in agreement with those of Arabi et al, (2022), Ashtiani et al, (2024), Alipour et al, (2021), Madsen (2021), Kaminski et al, (2019), Liang et al, (2018), Hsieh et al, (2019), Moon & Hwang (2018), Majidi Khameneh et al, (2023), Chizari et al, (2022), Enaiati et al, (2022), Zobeiri & Motameni (2020), and Naeij Haghighi et al, (2019). Chizari et al, (2022) showed that the value of FinTech startups, in addition to their own characteristics and performance, is affected by the intervening conditions of the strategic views of banks and financial institutions, their risks and contributions, as the main buyers of these companies. In addition, it was found that background conditions such as investor exit routes, the need for reinvestment, and the consequences of mergers and acquisitions also affect the value of FinTech startups.
According to the results of the study, the following suggestions were made:
To strengthen the cooperation of the Social Security Organization with technology startups, several solutions and strategies can be used that benefit both the Social Security Organization and the startups. The Social Security Organization can organize cooperation events, conferences, and workshops with the presence of technology startups to create an atmosphere of interaction between the organization's managers and technology activists. Creating online platforms for direct communication between startups and the Social Security Organization can help exchange information, needs, and ideas. The next issue is to pay attention to financial support and facilities. The Social Security Organization, as a government or quasi-government institution, can support startups on their path to growth by providing facilities or joint investment. This institution can help startups attract investors or develop their business models. Partnering in joint projects also strengthens cooperation between the Social Security Organization and technology startups. The Social Security Organization can cooperate with startups in projects to digitize social security services. For example, launching online systems or mobile applications to facilitate access to social security services is a very desirable example. 

Abstract Abstract
The aim of the present study was to level the dimensions of the comprehensive risk management model with regard to the role of environmental uncertainty and legal transparency in the banking industry. This study has a mixed approach (qualitative and quantitative) that is applicable-developmental in terms of purpose, and survey in terms of nature and method. The data collection method in this study was a combination of library and field studies, and the data collection tools were document reference, interviews with experts, and a questionnaire; and the validity and reliability of the interview and questionnaire were confirmed with a high percentage. The statistical population of this study in the qualitative section includes university professors in financial management and experts in the field of risk management and senior bank managers; selected by purposive sampling, and their number is estimated to be 21 people; also, the interviews were examined and coded by the content analysis method. In order to level and examine the relationship between themes, the interpretive structural equation (ISM) technique and the Mick-Mac analysis were used. The results of open coding of the collected qualitative data led to the extraction of 87 primary codes, 27 basic themes, and 13 organizing themes. The results also show that the 13 organizing themes of the risk management model are arranged at four levels, considering the role of environmental uncertainty and legal transparency in the banking industry; and “strong supervisory management” is the most influential theme of the research; and the themes of “banking law risk control”, “transparency of macro-banking facilities”, “disambiguation of laws”, “assessment of customer credit level”, “analysis of financial and banking ratios”, and “creation of strategic opportunities for the banking system” are the most influenced themes of the research.
Introduction
The increasing expansion of business activities has caused financial relations, processes, and methods of organizational and people’s financial management to become more complex. Thus, the continuity of the activities of companies and economic enterprises must be sought in having sufficient financial resources (Khanboubi & Boulmakoul, 2020). In this regard, banking is one of the most important sectors of the economy. On the one hand, banks facilitate commercial and trade transactions by organizing receipts and payments and expand markets. On the other hand, they provide the basis for economic growth and prosperity by mobilizing micro and macro savings and directing them to productive enterprises (Giuliano et al., 2013). Laws and regulations are the framework for regulating relations between individuals in a society, and investors and economic activists regulate their plans based on these frameworks. The criterion for determining whether the performance of law enforcement officers is correct or incorrect is also based on the aforementioned frameworks (Chen et al., 2023). Therefore, if the laws and regulations of a society do not have desirable characteristics, the individuals of that society will face challenges in adapting their behavior and plans to the laws, and regulatory institutions will also face ambiguity and confusion in monitoring. Accordingly, the need for laws to have qualitative characteristics is considered self-evident (Markaz Malmiri et al., 2022).
The recent financial crisis has highlighted the impact of bank income growth on global economic stability and welfare. Regulators have responded by making bank income growth standards more effective and stringent in their rejection of bank risk-taking. Regulators have argued that regulation itself is better at ensuring optimal risk-taking by financial institutions in order to guide effective participation and market disciplines. Banks are connected to a variety of monetary and financial markets through multiple depositors and borrowers and are exposed to a variety of risks. Therefore, banks have always tried to manage their risk levels by using different methods and tools to increase environmental uncertainty, control, and legal transparency. According to the above explanations, this research seeks to answer the question of how to level the dimensions of the comprehensive risk management model with respect to the role of environmental uncertainty and legal transparency in the banking industry.
Research Methodology
This study has a mixed approach (qualitative and quantitative) that is applicable-developmental in terms of purpose, and survey in terms of nature and method. The data collection method in this study was a combination of library and field studies, and the data collection tools were document reference, interviews with experts, and a questionnaire; and the validity and reliability of the interview and questionnaire were confirmed with a high percentage. The statistical population of this study in the qualitative section includes university professors in financial management and experts in the field of risk management and senior bank managers; selected by purposive sampling, and their number is estimated to be 21 people; also, the interviews were examined and coded by the content analysis method. In order to level and examine the relationship between themes, the interpretive structural equation (ISM) technique and the Mick-Mac analysis were used
Research findings
Based on the results of structural modeling, the final model of the relationship between the organizing themes of the risk management model was drawn considering the role of environmental uncertainty and legal transparency in the banking industry, which consists of four levels.
At the first level, the codes of "banking law risk control", "transparency of macro banking facilities", "disambiguation of laws", "customer credit level assessment", "financial and banking ratio analysis" and "creating strategic opportunities for the banking system" are located. In other words, the aforementioned codes are most influenced by other research codes. At the second level of the model, the four codes of "business environment control", "care for credit risks", "creating trust in the banking system" and "maintaining the health of the economic system" are located. The codes located at the second level affect the first level codes and are influenced by the third level codes. The third level contains the codes of “accountability and responsibility” and “protecting the bank’s image, reputation and relationships with stakeholders”; and the fourth level contains the code of “strong supervisory management”, which has the greatest impact on the lower-level codes. The results of the Mick-Mac analysis showed that thirteen themes affecting the risk management model, considering the role of environmental uncertainty and legal transparency in the banking industry, are divided into four categories of influential, linked, dependent and autonomous factors in terms of their influence and dependence. Each of the dimensions is also placed in one of the four categories of influential, linked, dependent and autonomous factors depending on the influence and dependence of their influence on the subject (Table 3). Based on the results of the Mick Mac analysis, the organizing themes of "banking regulatory risk control", "business environment control", "strong supervisory management", "transparency of macro banking facilities", "disambiguation of laws", "customer credit level assessment", "care for credit risks", "financial and banking ratio analysis", "accountability and responsibility", "building trust in the banking system", "maintaining the health of the economic system", "creating strategic opportunities for the banking system" and "protecting the bank's image, reputation and relationships with stakeholders" are located in the area of ​​influential factors.
Discussion and Conclusion
Based on the results of structural modeling, the final model of the interpretation of the relationships between the organizing themes of the risk management model is composed of four levels, considering the role of environmental uncertainty and legal transparency in the banking industry. At the first level, the codes of “banking regulatory risk control”, “transparency of macro-banking facilities”, “disambiguation of regulations”, “assessment of customer credit level”, “analysis of financial and banking ratios” and “creation of strategic opportunities for the banking system” are placed. In other words, the aforementioned codes are most influenced by other research codes. At the second level of the model, the four codes of “control of the business environment”, “care of credit risks”, “creation of trust in the banking system” and “maintaining the health of the economic system” are placed. The codes placed at the second level affect the first level codes and are influenced by the third level codes. At the third level, the codes of "accountability and responsibility" and "protecting the bank's image, reputation and relations with stakeholders" are located; and at the fourth level, the code of "strong supervisory management" is located, which has the greatest impact on the lower-level codes. The results of this finding are consistent with the results of research by Shabir et al., (2023). According to the results obtained, it is recommended that managers and policymakers of the banking system pay special attention to factors affective on risk in the banking system, as these factors can improve the situation of the banking system and especially profitability in the country's banking system, which can ultimately lead to economic development and improvement of the situation and conditions of financial and production activities, as well as the volume of investments in the country. What should be kept in mind is that loan losses and deposit costs reduce profitability in banks.

Abstract Abstract The purpose of this research is the effect of strategic alignment of information technology on international success: the mediating role of innovation culture in small and medium-sized enterprises. The present study is applicable in terms of its purpose, and descriptive-survey in terms of its nature and method. The statistical population of the present study includes 32,000 companies in Tabriz and 23,000 companies in Karbala; as a result, 384 companies were selected as the research sample using a random-stratified sampling method. The collection tool in the present study is a questionnaire. The structural equation method in the pls3 software was used to analyze the findings. The findings showed that strategic alignment of information technology has a significant effect on the international success of small and medium-sized enterprises. Also, innovation culture not only has a positive effect on international success, but also plays an effective mediating role in the relationship between strategic technology alignment and international success. According to the research results, SMEs that align their technology strategies have a greater chance of success in the international arena. In addition, strengthening the innovation culture in these companies can play a key role in global development and competitiveness. Therefore, it is recommended to pay attention to these factors in the policy-making and management of SMEs. Introduction Today, globalization and digitalization are profoundly changing the competitive landscape for companies of all sizes. SMEs now have unprecedented opportunities to internationalize their activities and access new markets abroad (Khosh Lahn & Ardabili, 2021). However, taking advantage of these opportunities depends heavily on the alignment between investments in strategic IT capabilities and overall business strategy priorities (Gerow et al., 2014). Although past research provides mixed evidence on the performance impacts of strategic alignment, few studies have specifically examined how alignment of IT strategy and business strategy impacts the internationalization success of SMEs (Abonu et al., 2022; Almajali & Tarhini, 2016). Strategic alignment – IT business strategy reflects the degree of coherence, complementarity, and mutual understanding that exists across the technology-focused activities of data architects, developers, and technical specialists on the one hand; and the priorities of business managers, product innovators, and market expansion planners on the other (Younis & Sundarakani, 2023). The shift towards global integrated e-commerce, social media, mobile platforms and cloud computing has removed many of the traditional barriers to international expansion (Hilmersson & Johanson, 2016). Thanks to digital tools, the final costs of serving foreign customers or setting up cross-border operations are lower than ever. With careful website localization, online payment integration, targeted digital advertising and intelligent back-end coordination, even very small companies can quickly gain global market share (Lin, 2014). Findings of the research can provide consultants and policymakers with tools to support internationally ready SMEs in trade-based economic development. Furthermore, theoretical advances can pave the way for academics to build knowledge about appropriate digital transformation paths for smaller and entrepreneurial firms competing globally. Therefore, the main question of the present study is: what is the impact of strategic alignment of information technology on international success with the mediating role of innovation culture in SMEs?  Theoretical Framework Strategic Alignment and Its Effect on Internationalization Strategic alignment allows companies to exploit information technology to improve their operations, identify market opportunities, and accelerate the decision-making process. Also, SMEs that benefit from strategic alignment have been able to advance their internationalization process more successfully, as information technology plays an important role in facilitating communication and access to international markets (Matysiak et al., 2022). Innovation Culture Innovation culture in SMEs has been considered as one of the vital components of survival and growth in today's dynamic business environment. This culture includes a set of values, norms, and behaviors that make the continuous search for new ideas, support for reasonable risks, learning from failures, and interpersonal collaboration the core of organizational activities (Salah & Ayyash, 2024). The impact of innovative culture on international success Companies that institutionalize an innovation culture in their structure and strategy not only respond more quickly and flexibly to changes in foreign markets, but also increase the ability to adapt their products and services to the needs and tastes of diverse global customers. This improves export performance, grows market share, and enhances brand image in the international arena. Empirical studies also emphasize that an innovation culture facilitates the internationalization process of companies by providing a suitable platform for absorbing and utilizing new knowledge and reducing barriers to entry into new markets (Texeira et al., 2022). Wamba-Taguimdje et al. (2024) investigated the impact of strategic agility on organizational performance: The mediating role of market orientation and innovation capabilities in an emerging industrial sector. The results showed that neither strategic agility nor innovation capabilities have a direct impact on organizational performance. Importantly, market orientation plays a key role in this dynamic relationship and thus creates critical linkages. Due to the natural tendency of innovation capabilities outcomes, it was found that this factor is insignificant in influencing organizational performance either directly or indirectly. The study has established relationship patterns between these focal variables. Furthermore, it has revealed latent patterns that help predict performance. This research has significant implications for R&D and marketing managers and provides insights and predictions that managers can use to guide business decisions. These findings help to understand the importance of applying strategic market orientation to improve organizational performance in the industrial sector of Saudi Arabia. Sahraei & Mafibalani (2023) studied the role of applying electronic marketing and information technology in the business of Minoo food industries during the economic recession. The findings of the study showed that information technology support has a positive and significant effect on the business of Minoo food industries during the economic recession. Information technology knowledge does not have a positive and significant effect on the business of Minoo food industries during the economic recession. Management beliefs about marketing basics and implementing electronic marketing have a positive and significant effect on the business of Minoo food industries during the economic recession, and information technology and electronic marketing have a positive and significant effect on the business of Minoo food industries, but no significant effect was observed with the introduction of the moderation of the economic recession.  Research Methodology The present study is applicable in terms of purpose, and descriptive-survey in terms of nature and method. The statistical population of the present study includes 32,000 companies in Tabriz and 23,000 companies in Karbala, among which 384 companies were selected as the research sample using a random-stratified sampling method. The collection tool in the present study is a questionnaire. Research findings The structural equation modeling method in the pls3 software was used to analyze the findings. The findings showed that strategic alignment of information technology has a significant impact on the international success of small and medium-sized companies. Also, innovation culture not only has a positive impact on international success, but also plays an effective mediating role in the relationship between strategic alignment of technology and international success. According to the research results, small and medium-sized companies that create alignment in their technology strategies have a greater chance of success in the international arena. In addition, strengthening the innovation culture in these companies can play a key role in global development and competitiveness. Therefore, it is recommended to pay attention to these factors in policy-making and management of small and medium-sized enterprises.  Conclusion The present study aimed to investigate the impact of strategic alignment of information technology on international success: the mediating role of innovation culture in small and medium-sized enterprises. The results of this study are consistent with the results of Wamba-Taguimdje et al. (2024), Sahraei & Mafibalani (2023), RahimiAghdam et al. (2023), Abonu et al. (2022), Heikkila & Nguyen (2022), Hajipourfard et al. (2022), Saadabadi et al. (2021), and Wang & Ahmed (2018). Abonu et al. (2022) showed that the synchronization of technology with business needs facilitates the expansion of the global market for small and medium-sized enterprises. More importantly, strategic agility led to greater flexibility in allocating resources and exploiting international opportunities, while innovation culture helped to accept risk and develop new ideas. These findings confirm that IT alignment alone is not enough, but its effects are optimized when combined with complementary organizational capabilities such as innovation and agility. Based on the results, it is recommended: Create a comprehensive change management program to help SMEs align their IT strategies with their desired innovation culture. This program should include strategies to strengthen an innovative organizational culture such as promoting cross-functional collaboration, encouraging experimentation, and providing resources for innovation initiatives. 

Abstract Abstract
The purpose of this study is to design a model for identifying factors of cryptocurrency acceptance by investors with a data-based approach. The research method is fundamental and exploratory according to its purpose, and qualitative in terms of implementation method, based on the data-based method. The statistical population of the study includes 15 financial engineering professors and cryptocurrency market investors, and in selecting the samples, an attempt was made to select the most knowledgeable and in many cases the most active people in the cryptocurrency field. The sample size was determined using the theoretical sampling method. Semi-structured interviews were used to collect information. Data-based techniques and open, axial, and selective coding were used to analyze the data. According to the results obtained from open, axial, and selective coding, the identified variables have been placed in two parts: causes and consequences. The causes identified in the research include cryptocurrency trading characteristics, individual-behavioral characteristics, technology characteristics, and regulatory support; and the consequential factors include specific risks, revenue generation (profit), and the government’s regulatory and operational position.
Introduction
By its nature, the cryptocurrency market experiences extreme volatility. However, currencies able to withstand these fluctuations due to strong backing, high liquidity, and a broad user community are safer options for long-term investment (Carbo et al., 2025).
Meanwhile, investors are exposed to various types of behavioral biases that lead them to cognitive errors and poor decision-making. The tendency effect, defined as investors’ tendency to sell profitable assets faster and hold loss-making assets longer, is one of the most well-documented investor biases in the behavioral finance literature. There are behavioral anomalies in the markets that make investors' decisions appear abnormal and remove the market from regularity. One of these market irregularities stems from the psychological factors of investors that remove the market from an efficient state. Therefore, it is necessary to conduct extensive research with precise scientific foundations to identify such behavioral biases and clarify the various dimensions of market activities in order to provide a stronger basis for judgment and create a basis for market control by legislators and regulators. One of the most important variables that can reduce this bias and investor risks is financial knowledge and attitude. In recent decades, financial knowledge and attitude have aroused significant international interest among government organizations, researchers, professionals and the general population, because this factor can have a huge impact on individuals' financial decisions. Therefore, financial knowledge and attitude not only affect individual financial well-being, but also have positive consequences for the financial system and the economy as a whole (Molina García et al., 2023). Given the importance and role of the variable of financial knowledge and attitude, the number of countries and international organizations that are involved in recognizing and improving the financial knowledge and attitude of their citizens and how it affects their financial decisions is increasing, and paying attention to this variable can support global financial and economic stability (Douissa, 2020). Previous research conducted in this area has focused more on the role of financial knowledge and attitude in financial aspects such as retirement planning (Gallego Losada et al., 2022). However, various researchers in the field of behavioral finance call for more research on the impact that financial knowledge and attitude can have on aspects inherently related to individual behavior; and in particular, are directly related to investors' risk appetite. Because due to the increasing complexity of financial environments in which decisions involve more risk, individuals' financial decisions can entail more risk for them (Molina García et al., 2023). Accordingly, the present study seeks to answer the following question: What is the model for identifying the factors of cryptocurrency adoption by investors with a data-based approach?
Theoretical Framework
Digital Currency
Digital currencies are decentralized digital currencies and therefore do not require the mediation of any financial institution, which indicates a disruption in the financial system. Bitcoin is the first digital currency that has been created and has enabled the emergence of other digital currencies such as Ethereum, Litecoin, Ripple, Dash and Altcoins and many others. Therefore, digital currencies have experienced rapid development and have become popular assets in global financial markets, and considering factors such as media attention, individual investors, institutional investors and governments; the issue of cryptocurrency has become an important and real issue worldwide. However, in the meantime, the issue of buying digital currencies has received more attention in the field of behavioral finance (Almeida & Goncalves, 2023).
Rastegari Basharabadi & Jahanshahi (2024) investigated the impact of market and digital currency strategic orientation on competitive advantage in investment markets among cryptocurrency market players. A general review of the results of hypothesis testing showed that market and digital currency strategic orientation have a direct and significant relationship on competitive advantage.
Sakariyahu et al., (2024) investigated global uncertainty, sentiment factors, and the cryptocurrency market. The results showed that economic and political uncertainty factors significantly affect crypto prices. In addition, the interaction between sentiment dynamics, as expressed by investors on different social platforms, has a significant negative impact on cryptocurrency market returns, and this effect is more pronounced for tokens within an ecosystem. They also showed the existence of a significant contagion between tokens within an ecosystem when bad (or good) news occurs. Given the huge unprotected losses that cryptocurrency investors suffer during crises, their results provide important insights into how portfolio managers can effectively design investment strategies.
Research Methodology
The research method is fundamental and exploratory in terms of purpose, and qualitative in terms of implementation, based on the grounded data method. The statistical population of the research includes 15 financial engineering professors and cryptocurrency market investors, and in selecting the samples, an attempt was made to select the most knowledgeable and, in many cases, the most active people in the cryptocurrency field. The sample size was determined by the theoretical sampling method. Semi-structured interviews were used to collect information.
Research Findings
The grounded data technique and open, axial, and selective coding were used to analyze the data. According to the results obtained from open, axial, and selective coding, the identified variables are placed in two parts: causes and consequences. The causes identified in the study include cryptocurrency trading characteristics, individual-behavioral characteristics, technological characteristics, and regulatory support; and the consequential factors include specific risks, revenue generation (profit), and the government's regulatory and operational position.
Conclusion
The present study aimed to design a model to identify the factors of cryptocurrency acceptance by investors with a data-based approach. These findings are consistent with the results of Rastegari Basharabadi & Jahanshahi (2024), Sakariyahu et al. (2024), Bakhtiari et al. (2024), Amirbeiki Langroodi & Habibi Nodehi (2023), Almeida & Goncalves (2023), Gupta et al. (2021), Paschalie & Santoso (2020), and Raut (2020). Almeida & Goncalves (2023) showed that some socio-demographic characteristics of cryptocurrency investors and some characteristics of the cryptocurrency market such as market inefficiency affect investor behavior. They also provide a structured network analysis for the literature, which helps researchers and academics, investors, and regulators and provides relevant information for future studies on the behavior of cryptocurrency investors. In addition, it shows the most relevant factors that affect the behavior of the cryptocurrency market and its investors, and provides a basis for better regulation and support for investors in the cryptocurrency market.
According to the results of the study, the following suggestions were made:
It is suggested that individuals investing in the cryptocurrency market use online forums on Iranian exchanges to obtain information about a specific cryptocurrency in order to obtain more up-to-date information from the market.
It is suggested that a legal platform be designed for traders first, so that people can easily communicate and interact with exchanges and share their experiences of trading with exchanges. In other words, traders need to not only establish more appropriate interaction with members as the custodian of this platform, but also facilitate relationships between members. A positive user experience is a reassuring factor for the continued use of any system. 

Abstract Abstract The aim of this study is the effect of personality traits on managers' risk tolerance. The research method is applicable in terms of its purpose, quantitative in terms of implementation, and descriptive-correlational in terms of nature and method. The statistical population is all managers of companies active in the Tehran Stock Exchange. The sample size was determined based on the Morgan table as 139 people. In this study, purposive sampling method was used. A standard questionnaire based on a 5-point Likert scale was used to collect research data. The content validity of the tool was confirmed by specialists and experts, and Cronbach's alpha and composite reliability were used to measure the reliability of the tool. By distributing the questionnaire, the validity of the tool was measured with three methods: construct validity (external model), convergent validity (AVE), and divergent validity. The AVE value for all variables must be greater than 0.5. SPSS and PLS software were used to analyze the data, and the personality traits of extraversion, openness to experience, agreeableness, and conscientiousness had a positive and significant effect on the degree of risk tolerance, but the personality trait of neuroticism had no significant effect on the degree of risk tolerance. Introduction Management risk tolerance has been conceptualized as real investment decisions that are characterized by uncertain outcomes (Christensen et al., 2015). Since future outcomes are uncertain, managers make estimates and judgments about the level and acceptability of risks associated with the company's strategic decisions (Osco et al., 2024). Salehi et al. (2021) define financial risk tolerance as "the maximum amount of uncertainty that an individual is willing to accept when making financial decisions." However, some researchers argue that even if people are generally considered to be risk-averse or risk-taking, an individual’s risk-taking decision and behavior in a domain cannot be reliably determined by considering a specific context. Rashid et al. (2024) as a topic in the financial, social, ethical, and psychological domains, have studied risk tolerance in depth. Researchers have distinguished between risk tolerance in different domains, namely financial, physical, social, and ethical. Various researchers have attempted to study the relationship between personality and risk tolerance. For example, Pak and Mahmood (2015) examined personality traits, risk-taking attitudes, and investment decisions among potential private investors in Kazakhstan. After measuring personality traits, risk tolerance level and investment decisions showed a positive effect of personality traits on risk tolerance behavior and investment decisions of the individual (Bai et al., 2022). Regarding risk acceptance, research in the field of agency theory assumes that managers are more risk averse than shareholders, unless they are appropriately stimulated or monitored (Kraiczy et al., 2015). The behavioral model of agency theory also states that expectations theory and agency are complementary and assumes that managers are loss averse instead of risk averse (Mohammad Salehi et al., 2023). Accordingly, when the decision maker expects risk taking to lead to positive outcomes, risk acceptance is highly probable; while if negative outcomes are expected, risk taking is rejected. Finally, it is stated that individuals cognitively determine future outcomes in the present and choose future options based on the predicted outcomes (Bai et al., 2022). Economists believe that individuals constantly invest their assets to maximize their returns. However, investments inevitably carry some risks, as they are inherently associated with any economic decision. Investment decisions are influenced by various economic, demographic, and behavioral factors (Prasad et al., 2021). Behavioral finance literature shows that psychological factors such as personality traits, emotions, and past experiences, and non-psychological factors such as financial literacy, are important determinants of risk tolerance, which in turn influence investment decisions (Lim et al., 2014). Research shows that an individual’s ability to tolerate failures and risks is related to their personality (Mathur & Nathani, 2019). This study, considering the widespread acceptance in the management and psychological literature (e.g., Weller & Thulin, 2014), addresses the question: Do personality traits affect risk-taking?   Theoretical Framework Cooper (2003) states that “acceptability is a trait that refers to a person being more forgiving, considerate, and gentle”. “Acceptable people avoid conflict with others. They evaluate any information that others provide positively without any critical evaluation.” These people want to get along with others and have an optimistic view of human nature. On the other hand, those who score low on the trait of acceptability tend to be skeptical and curious. Neuroticism and Risk Tolerance Therasa and Vijayabanu (2015) state that “neurotic individuals tend to exhibit traits such as fear, anger, depression, and are easily susceptible to stress and are unable to control their impulses.” Also, people who are neurotic are pessimistic, depressed, and anxious, and show a greater fear of uncertainty and ambiguity. Extraversion Extroversion is one of the personality types proposed by the BFF model. As defined by Lucas and Diener (2001), extraversion is a personality trait that includes several characteristics such as sociability, assertiveness, high activity level, positive emotions, and impulsivity. Conscientiousness The conscientiousness dimension of personality is being meticulous, determined, organized, systematic, responsible, reliable, and goal-oriented. Hence, conscientiousness is the tendency to demonstrate self-discipline, act conscientiously, avoid trouble, and aim for success, followed by planned rather than spontaneous behavior. Mayfield et al. (2008) claim that the characteristics of conscientious individuals give them a strong level of confidence in their ability to manage their finances. Openness Openness to experience refers to a trait in an individual’s personality that inspires them to explore and undertake new experiences. Costa and McCrae (1992) defined this personality trait using traits such as “originality, curiosity, ingenuity, and creativity.” This trait includes active imagination, aesthetic sensitivity, attention to inner feelings, preference for variety, intellectual curiosity, and a willingness to consider new ideas and try new things. Doepegen et al. (2024) examined how knowledge management capabilities and organizational risk-taking affect business model innovation (BMI) in small and medium-sized companies. The results showed that external knowledge management capabilities directly stimulate BMI, and this effect is strengthened for companies with high risk tolerance. Osco et al. (2024) examined the effect of CEO characteristics on risk-taking in companies listed on the Tehran Stock Exchange. The results showed that CEOs with high financial education and political connections and less conservatism have better ability to manage risk. Research Methodology This research is applicable in terms of purpose, and descriptive-correlational in terms of method. The population of the present study includes all senior managers of companies listed on the Tehran Stock Exchange. The sampling method of the present study was also based on the Cochran formula, which ultimately determined the sample size to be 139 people. A researcher-made questionnaire on a five-point Likert scale was used to collect data. To examine the validity and reliability of the tool, its use and reliability were confirmed by content validity (expert opinion) and Cronbach's alpha, respectively. Research Findings The findings of the present study showed that personality traits can shape different patterns of risk tolerance among managers. Some traits such as extraversion and openness to experience increase risk-taking, while conscientiousness, neuroticism, and acceptability strengthen managers' tendency towards caution and risk avoidance. These results are consistent with most previous studies and provide new evidence for the role of personality in managerial decision-making.  Conclusion The results of the present study confirmed that the two traits of extraversion and openness to experience increase managers' risk tolerance, while conscientiousness and acceptability reduce the level of risk tolerance. In addition to enriching the theoretical literature, these results also have practical importance; because organizations can consider the suitability of personality traits with the level of risk-taking required in different job situations in the process of selecting and developing managers. The findings of the present study confirmed that extraversion is positively related to managers' risk tolerance. This result is consistent with the research of Nicholson (2005) and Rai et al. (2021), which showed that extroverted individuals make risky decisions more easily in challenging situations due to their high energy, desire for extensive interactions, and greater self-confidence. The results showed that openness to experience is one of the strongest predictors of managers' risk-taking. This finding is consistent with studies by Mayfield et al. (2008) and Nandan & Saurabh (2016), which have emphasized that people who are open to experience are more willing to enter risky situations due to their interest in innovation, curiosity, and creative thinking. Such results indicate that open-mindedness and cognitive flexibility can enhance managerial risk-taking. The present study showed that conscientiousness has a negative relationship with managers' risk tolerance. This finding is consistent with studies by Rai et al. (2021), which have emphasized that conscientious people usually avoid risky decisions due to their orderliness, accuracy, and desire to control situations. However, some studies such as Ferreira et al. (2019) reported a positive relationship in some contexts, which indicates the complexity of the role of conscientiousness. The findings of the study showed that neuroticism does not have a significant effect on managers' risk tolerance; in other words, the level of managers' neuroticism could not predict their risk tolerance. This result is consistent with some previous studies such as Vigil-Colet (2007) who reported a weak or insignificant relationship between neuroticism and risk tolerance. The results of the present study showed that acceptability has a negative relationship with managers' risk tolerance. This finding is consistent with the research of Sadiq & Khan (2019) who stated that agreeable people make more conservative decisions due to their desire to maintain positive relationships and avoid conflict. Although agreeable managers create constructive organizational relationships, they are less inclined to make risky decisions because such decisions may lead to disagreement or dissatisfaction with others. This characteristic is considered an advantage in human resource management or public relations, but in areas such as strategic investment it can be an obstacle to innovation. Therefore, it is necessary to use the role of agreeable managers in accordance with the type of organizational tasks.

Abstract Abstract
The present study aims to measure and scale the trans-Industrial technological model in the Iranian packaging industry (case study: saffron packaging). The method of this research is applicable in terms of purpose, and is of a mixed type (qualitative-quantitative) and descriptive-analytical type in terms of implementation. The statistical population in the interpretative structural section includes university experts and managers of saffron packaging companies, the number of statistical samples was selected purposefully as 15 people, and the number of statistical samples in the confirmatory factor analysis section was estimated to be 384 people based on random stratified sampling using the Cochran formula. The research tools in the qualitative section are semi-structured interviews, and in the quantitative section include the ISM questionnaire and a researcher-made questionnaire taken from the qualitative section. The analysis method in the qualitative section is an interpretative structural approach with the Miqmac software, and in the quantitative section, confirmatory factor analysis was carried out with the IMOS software. The findings of the interpretive structural section showed that the identified factors were categorized into seven levels, with the factor of “new technologies and smart packaging” being identified as the most important factor, and the results of the confirmatory factor analysis section showed that the causal paths and relationships between external and internal constructs in the structural model were confirmed by the confirmatory factor analysis method.
Introduction
During several decades of rapid and extraordinary growth of some economies around the world, especially in East Asia, a concept called technological leapfrogging was formed in the economic development literature. (Ponomarev & Gareev, 2025) The concept of leapfrogging has been defined as reducing the gap between countries in productivity and income with leading countries and, in general, convergence and reducing the difference in productivity and income in the whole world. Leapfrogging can be measured by different indicators such as income, productivity, and technological capability. The measurement method should be selected based on the research objective and the levels of study at the firm, industry, and national levels (Li et al., 2022). In addition, the similarity of production methods, technologies and institutions of developed countries helps developing countries. In research, different reasons such as geographical advantages, human capital, development of science and technology, cultural or political institutions, trade and international blocs have been proposed for convergence (Li et al., 2025).
The packaging industry, as one of the main pillars of the supply chain and marketing of products, plays a key role in maintaining quality, increasing shelf life, safety and attracting customers (Yao et al, 2024). Appropriate packaging not only prevents damage to products during transportation and storage, but also creates added value for producers and increases competitiveness in domestic and international markets (Wang et al., 2024). Saffron, as one of the main export products of Iran, despite its competitive advantage, still faces packaging problems and requires special attention in this area. Saffron has been used in fields such as cooking, medicine, cosmetics and dyeing since ancient times due to its special aroma and color. Iran has long been one of the most important producers and exporters of saffron in the world, and proper packaging of this product is of great importance for maintaining its quality and increasing its export value. Packaging plays a decisive role in protecting the aroma, flavor and color of saffron and preventing its contamination; while improper packaging can reduce quality and damage the reputation of the manufacturer. Considering the importance of the packaging industry in Iran, considering the weaknesses in this industry, and considering the technological trans-Arabic solution, this study seeks to answer the question: how to measure and scale the technological trans-Arabic model in the Iranian packaging industry?
Theoretical Framework
Technological trans-Arabic
Technological trans-Arabic means filling the gap in technological capabilities that are measured qualitatively or quantitatively, for example, the number of patents and the ratio of research and development to GDP. The policy of trans-Asianization says that we should not necessarily follow the path that others have taken; rather, we should use the experiences of others along the shortest development path. Although developing countries are technologically behind developed countries, they can take advantage of their new arrival advantages to develop technology (Liu et al., 2025).
Shi et al. (2025) conducted a study on China's technological catch-up through foreign intellectual property acquisition: disentangling the effects of international distance. The results show that: (1) different sub-dimensions of distance have different direct effects on foreign intellectual property acquisition, (2) the positive effect of knowledge distance on intellectual property acquisition interacts with the other three forms of distance, (3) the most aggressive foreign intellectual property acquisition strategies are associated with only three forms of distance, and (4) the effect of disentangling distance depends on the type of intellectual property asset and whether the buyer is in the manufacturing or service sector.
Karbasi et al. (2025) examined the role of innovation in the development of saffron processing and transformation industries. They acknowledged that product innovation and process innovation have a positive effect on the development of saffron processing and transformation industries. Accordingly, strengthening smart packaging infrastructure and digital marketing can pave the way for sustainable and export-oriented development of these businesses.
Research Methodology
The method of this research is applicable in terms of purpose and is of mixed type (qualitative-quantitative), and descriptive-analytical type. The statistical population in the interpretative structural section includes university experts and managers of saffron packaging companies, the number of statistical samples was selected purposefully as 15 people, and the number of statistical samples in the confirmatory factor analysis section was estimated to be 384 people based on random stratified sampling using the Cochran formula. The research tools in the qualitative section are semi-structured interviews, and in the quantitative section include the ISM questionnaire and a researcher-made questionnaire taken from the qualitative section.
Research findings
The analytical method in the qualitative section is an interpretative structural approach with the MICMAC software; and in the quantitative section, confirmatory factor analysis was carried out with the Imus software. The findings of the interpretive structural section showed that the identified factors were categorized into seven levels, with the factor of "new technologies and smart packaging" being identified as the most important factor, and the results of the confirmatory factor analysis section showed that the paths and causal relationships between external and internal constructs in the structural model were confirmed by the confirmatory factor analysis method.
 Conclusion
The present study was conducted with the aim of measuring and scaling the technological trans-Arabic model in the Iranian packaging industry (case study: saffron packaging). The results of this study are consistent with the results of Shi et al. (2025), Nayyerhoda et al. (2025), Karbasi et al. (2025), Jafari Toye & Noruzi (2024), Soltanzadeh et al. (2024), Matsuo et al. (2024), Yun et al (2023), Alizadeh et al. (2023), and Safdari Ranjbar (2022). Karbasi et al. (2025) showed that product innovation and process innovation have a positive effect on the development of saffron processing and transformation industries. Accordingly, strengthening smart packaging infrastructure and digital marketing can pave the way for sustainable and export-oriented development of these businesses.
According to the results of the study, the following suggestion was made:
 Launching advanced and automatic production lines in line with global standards; especially in export packaging according to the requirements of target market customers.
 Continuous monitoring and analysis of market developments and international competitors to predict new trends and demands using data mining tools.

Abstract Abstract The purpose of this study is to investigate the role of open innovation, social capital, collaborative knowledge creation, and cooperation with foreign partners to increase agility in today's turbulent world, and provide a new model for applying open agility enablers in selected small and medium enterprises of Yazd Industrial City. The research method used in this research is applicable in terms of purpose, and it is a descriptive-survey type of research. The statistical population of this research includes experts from top and middle managers of 17 selected small and medium companies in Yazd Industrial City, totaling 92 people. Due to the limited availability of the population, the census method was used to collect data; and finally 89 questionnaires were returned. The data collection tools include the questionnaires of collaborative knowledge creation by Al-Amoush et al., (2020), organizational agility by Lee et al., (2015), social capital by Liu et al., (2016), cooperation with external partners by Rezazadeh and Nobari (2018), and open innovation by Chen and Liu (2018). Smart PLS software was used to check the validity, reliability and fit of the conceptual model of the research, and the validity and reliability of the questionnaire questions were confirmed. The research results showed that all 4 research hypotheses were confirmed based on the significant values ​​of the hypotheses. Therefore, organizational agility is significantly influenced by open innovation followed by cooperation with foreign partners and the creation of collaborative knowledge, and social capital has a positive and significant effect on the creation of collaborative knowledge in small and medium-sized companies selected in Yazd Industrial City. Introduction In a rapidly changing business environment, organizations often face challenges such as market turbulence, competitive pressures, and unexpected disruptions (Baškarada & Koronios, 2018). To progress in today's dynamic environment, organizations must have the ability and agility to adapt to these changes and make new adjustments and increase their innovation capacity (Audretsch & Belitski, 2023), which agility plays an important role in the activities of different areas of the organization to help responding to changes (Rezaei Sadrabadi & Karimi, 2022). The goal of organizational agility is to create satisfied customers and employees and a set of necessary capacities to respond to changes in the business environment, therefore, increasing organizational agility is necessary (Nikkhah, 2022). But traditional competitive strategies are ineffective in facing the uncertainty in today's working conditions (Arsawan et al, 2020) and more openness of the business model and the dissolution of closed organizational boundaries are obviously needed to maintain competition in this evolving landscape (Redlich et al, 2008), and companies need agility, innovation, and flexibility with an open approach to maintain their share in the market. This is especially important for small and medium-sized companies that have limited financial resources, human resources, and research and development. Since creating agility and innovation requires a lot of investment in the field of human resources and research and development, agility and innovation with an open approach is a fast and efficient way to acquire the necessary resources and capabilities (Mirfakhradini & Rezaei Sadrabadi, 2020). Considering that many small and medium companies in Yazd Industrial City use closed management methods and processes and avoid communication with the external environment and cooperation with foreign partners, it prevents them from acquiring more knowledge, agility and sufficient flexibility. Therefore, in order to achieve open capabilities in agility, more research should be done on the prerequisites and enablers of open agility in today's new conditions and in accordance with the small and medium enterprises of Yazd Industrial City. Therefore, in this research, we are looking for an answer to this question: what is the effect of open enablers on the agility of selected small and medium companies in Yazd Industrial City? Theoretical Framework Organizational agility and dynamic capabilities in small and medium enterprises Organizational agility is rooted in the two main concepts of reactive adaptation and organizational flexibility (Sherehiy et al, 2007), which shows the ability to recognize specific environmental conditions and quickly deal with changes in resources, business processes, and organizational strategies (Žitkiene & Deksnys, 2018). In the sector of small and medium enterprises, adaptation and quick response to issues and problems will be necessary for future development (Liu & Yang, 2020). Basically, organizational agility can be introduced as the ability to respond with the aim of identifying and implementing a more efficient approach in a complex environment (Panda & Rath, 2016). Social capital and collaborative knowledge creation Researches in the past investigated the function of social capital in supporting knowledge management to achieve sustainable performance (Tu, 2020). Social networks in the organization can act as a channel for transferring and integrating knowledge, in a way that improves the creation of dynamic ideas, new values ​​and their sharing (Ode & Ayavoo, 2020). Collaborative knowledge creation is introduced as a collaborative approach (Calantone et al, 2002) in creating and developing knowledge between partners in order to improve insight into changes (Zhao et al, 2020). Open innovation and organizational agility Open innovation reduces the risks associated with trial and error by providing access to diverse and complementary knowledge. It acts as a catalyst for a company's innovation engine, and offers exceptional flexibility (Bianchi et al., 2016). In addition, the approach of using external resources fosters the continuous exchange of knowledge with colleagues, thereby increasing knowledge diffusion (Scuotto et al., 2017). Open innovation enables companies to save significant time and resources needed to develop market-specific knowledge to exploit opportunities (Lee et al, 2015). Collaboration with external partners and agility Collaboration is considered as a useful strategy for making companies agile thanks to access to the other party's resources and knowledge during the implementation of joint projects (Sanchez & Nagi, 2001). Cooperating with an agile company makes the main capabilities and competencies of the other party, which are more adaptable and responsive to the demands and rapid changes of customer markets, to be jointly exploited (Yusuf et al, 2014). Motwani & Katatria (2024) in a review study investigated the concept of organizational agility and its relevance in today's dynamic business environment in order to identify the key factors affecting organizational agility and the benefits associated with cultivating agility. The results showed that organizational agility is important in three basic aspects: strategic level or market investment level, internal operation level, and individual level. Arifin & Purwanti (2023) investigated the role of leadership agility, organizational culture, and motivation on organizational agility. In general, this research emphasizes the importance of leadership agility, organizational culture, and motivation in guiding and sustaining organizational agility. The findings emphasize the importance of training agile leaders, fostering a supportive culture, and fostering employee motivation to enhance an organization's ability to adapt, innovate, and thrive in a dynamic business environment. Research methodology The research method used in this research is applicable in terms of purpose, and it is a descriptive-survey type of research. The statistical population of this research includes experts from top and middle managers of 17 selected small and medium companies in Yazd Industrial City, totaling 92 people. Due to the limited availability of the population, the census method was used to collect data; and finally 89 questionnaires were returned. The data collection tools include the questionnaires of collaborative knowledge creation by Al-Amoush et al., (2020), organizational agility by Lee et al., (2015), social capital by Liu et al., (2016), cooperation with external partners by Rezazadeh and Nobari (2018), and open innovation by Chen and Liu (2018). Smart PLS software was used to check the validity, reliability and fit of the conceptual model of the research conceptual model. Research findings Based on the significant values ​​obtained in the hypothesis test, all 4 research hypotheses were confirmed. The findings of the research show that open innovation as far as 55.4%, cooperation with foreign partners 20.6%, and collaborative knowledge creation 24.3% impact on the organizational agility of small and medium-sized companies selected in Yazd Industrial Town; and social capital 84.8% impacts on the creation of cooperative knowledge of selected small and medium companies in Yazd Industrial Town. Conclusion The current research was conducted with the aim of identifying and investigating the impact of open enablers on the organizational agility of small and medium-sized companies selected in Yazd Industrial City, and investigated the impact of cooperation with foreign partners, collaborative knowledge creation, and open innovation on agility. The results of this research are consistent with the results of Chung et al, (2019), Al-Omoush et al, (2020), Cepeda & Arias-Pérez (2019), Ravichandran (2018), and Ahmadi & Ershadi (2021). The results of the first hypothesis show that the existence of social capital in selected small and medium companies of Yazd Industrial City can lead to an increase in collaborative knowledge creation in them. Therefore, creating a mechanism for the interaction of all social resources directly and indirectly for the use of social capital in selected small and medium companies of Yazd Industrial City will lead to the production of more collaborative knowledge. The results of the second hypothesis show that the creation of collaborative knowledge in selected small and medium companies of Yazd Industrial City can lead to an increase in organizational agility. Therefore, in order to use collaborative knowledge capital, companies must have an open and cooperative model and increase agility. The results of the third hypothesis show that cooperation with foreign partners can lead to the improvement of organizational agility in selected small and medium-sized companies in Yazd Industrial City. Therefore, by cooperating with foreign partners, companies are more successful in achieving agility and responding to the market due to access to more external resources. The results of the fourth hypothesis show that open innovation can lead to an increase in organizational agility in selected small and medium-sized companies in Yazd Industrial City. Therefore, by using open innovation, companies can identify and use more resources and opportunities and increase agility. According to the results of this research, the following suggestions are presented: Companies should seek to identify suitable external partners and provide opportunities for collaborative knowledge creation and create online knowledge bases for storing and sharing knowledge and information, creating an organizational culture suitable for open innovation, and creating an atmosphere of cooperation with universities, research centers, and other companies to develop innovative ideas.

Abstract Abstract
The purpose of this research is to identify the primary elements and components effective on electronic customer relationship management. According to its purpose, the research method is applicable; and in terms of nature, it is descriptive; and its implementation method is Delphi technique. The statistical population of the research includes 35 lecturers, professors, and faculty members of the Faculty of Management, as well as senior experts and managers of private banks; and the interviews continued until reaching theoretical saturation. Delphi panel members were selected through purposeful sampling. A semi-structured interview was used to collect information. The Delphi method was used to analyze the data and to reach a consensus on the components obtained from previous research and articles published on scientific sites in the field of electronic customer relationship management. The results showed that variables related to causal factors including human factors, technology factors, support factors; and background factors including cultural factors and industry factors; organizational factors including organization design factors and customer factors were identified and categorized as effective variables on electronic customer relationship management. Also, satisfaction and loyalty were recognized as consequences of using electronic customer relationship management.
Introduction
Fierce competition, globalization, increasing customer demand, and exposure to higher credit risks have forced banks to provide the best possible services in a fast and efficient manner to retain their customer base and turn them into loyal patrons (Mang'unyi et al, 2018) and try harder to improve their profitability (Joju et al, 2017). At the same time, product homogeneity has also added to the burden of the banking industry and has proven to be a challenge for banks to maintain customer loyalty during such a significant change in technological behavior as well as in consumer behavior (Singh & Chauhan, 2022). Also, the changes caused by the rapid transformation in technology and adaptation by customers, followed by the greater penetration of the Internet and the increase in the use of smart phones, have put banks under serious challenges in countless ways (Mathew et al, 2020). As the traditional banking model declines, the traditional approach to electronic customer relationship management may not be compatible with the new banking model. Electronic customer relationship management is a reactive approach that lacks transparency, so it needs improvement. The emergence of electronic customer relationship management is one of these phenomena. Electronic customer relationship management, as a preventive approach, is the only solution to the current situation in which banks can operate (Singh & Chauhan, 2022). Electronic customer relationship management enables customers to interact with their banks remotely through Internet communication platforms and devices. Electronic customer relationship management increases profitability through customer retention, cost reduction, and valuable engagement (Abu-Shanab & Anagreh, 2015). Stating that customer retention is the main driver of a company's profit growth, a 5% increase in retention leads to an increase in profit in the range of 50% to 100% (Bezhovski & Hussain, 2016).
In this regard, the main question of the research is: What are the primary elements and components that affect the management of communication with electronic customers?
Theoretical framework
Electronic customer relationship management
Electronic customer relationship management involves thorough investigation and practice of knowledge among customers to sell products and services (Ling & Yen, 2001; Hong Kit Yim et al, 2004). Given that in today's competitive environment, companies pay more attention to meeting customer needs through digital platforms, many different companies are implementing electronic customer relationship management systems with the aim of meeting growing customer service expectations (Azila & Noor Neeraj, 2011).
Electronic customer relationship management and customer satisfaction
When customers are satisfied with the services provided by their service providers, this relationship becomes stronger, which further leads to positive word-of-mouth advertising (Adnan et al, 2021, Mulyono & Situmorang, 2020). Electronic customer relationship management services help customers interact with their bank, which increases their satisfaction level and thus leads to the creation of a loyal customer base (Mulyono & Situmorang, 2020).
Customer relationship management and loyalty
Organizations that seek to implement customer relationship management to gain customer loyalty in their organization should consider the benefits of having loyal customers to get a more tangible picture of the customer. Loyal customers can lead to increased revenue for the company by spending more money than non-loyal customers. In addition, loyalty leads to less customer turnover to other competitors; it also creates positive word of mouth advertising and a plays supportive role in the decision making of others (Al-Shoura et al, 2017).
Customer satisfaction and loyalty
Customer satisfaction is considered as one of the key factors that lead to customer loyalty (Kaur Mokha, 2022). In fact, when customers are satisfied with the services provided by banks, they are willing to recommend it to others (Mulyono & Situmorang, 2018). Customer satisfaction leads to customer retention, customer loyalty, high revenue, and high profits. Long-term customer loyalty is useful for creating a familiar environment for customers who have few problems and objections about commercial products (Al-Shoura et al, 2017).
Singh & Anuradha (2022) investigated the operation of electronic management of customer relations and customer satisfaction in the insurance sector. The results of their findings showed that among the thirteen identified components; five factors: brand popularity to create attractiveness for customers, innovative product offering, quick and honest response, relationship building, and financial security are the most effective factors affecting customer satisfaction. They have the greatest effect on buying an insurance policy and increasing satisfaction.
Kumar & Kaur Mokha (2022) investigated the interactions between electronic customer communication management and customer experience, satisfaction and loyalty. The results of the findings showed that all relationships were meaningful and positive, and also customer experience and customer satisfaction are mediators in the relationship between E-CRM and customer loyalty. They claimed that the empirical results of their research had both theoretical and managerial implications that provided useful insights for bank managers to improve their long-term relationships with customers.
 
Research methodology
According to its purpose, the research method is applicable; and in terms of nature, it is descriptive; and its implementation method is Delphi technique. The statistical population of the research includes 35 lecturers, professors, and faculty members of the Faculty of Management, as well as senior experts and managers of private banks; and the interviews continued until reaching theoretical saturation. Delphi panel members were selected through purposeful sampling. A semi-structured interview was used to collect information.
Research findings
The Delphi method was used to analyze the data and to reach a consensus on the components obtained from previous research and articles published on scientific sites in the field of electronic customer relationship management. The results showed that variables related to causal factors including human factors, technology factors, support factors; and background factors including cultural factors and industry factors; organizational factors including organization design factors and customer factors were identified and categorized as effective variables on electronic customer relationship management. Also, satisfaction and loyalty were recognized as consequences of using electronic customer relationship management.
Conclusion
The current research was conducted with the aim of identifying the primary elements and components effective on electronic customer relationship management. The results of this research are in agreement with the researches of Ahmadi et al, (2024), Gholipour domyeh (2023), Singh & Anuradha (2022), Kaur Mokha (2022), Kumar & Kaur Mokha (2022), Kumar et al, (2021), Naim & Faiz Khan (2021), Rao & Reddy (2021), Ebrahimi & Yegangi (2021), and Baskabadi & Tosli (2021). Kumar & Kaur Mokha (2022) in their research considered customer experience and customer satisfaction as prerequisite tools for improving and strengthening long-term relationships with customers and showed that all relationships are meaningful and positive, as well as customer experience and customer satisfaction are mediators in the relationship between E-CRM and customer loyalty. They claimed that the empirical results of their research had both theoretical and managerial implications that provided useful insight for bank managers to improve their long-term relationships with customers.
According to the results obtained from the research, the following suggestions are presented:

Aggregation and software integration of technologically integrated interactive channels for customer relationship management;
Determining the training system for customers and managing the analysis of customer needs based on interaction through social media in electronic customer relationship management;

Abstract Abstract
The aim of the present study was to mathematically model the forecast of iron ore prices and its by-products. The present study is applicable in terms of its purpose, and survey in terms of data. The main data collection methods in the present study are library methods. The daily price of Iranian oil was obtained by referring to the website of the Organization of the Petroleum Exporting Countries (OPEC). The daily price of iron ore stocks was extracted from the website of the Commodity Exchange, and the price of Bahar Azadi coins and the dollar rate were extracted from the Central Bank of Iran. The indices were first extracted from library studies. In this study, the statistical population includes the daily price of iron ore stocks for 2,058 working days. Given that severe fluctuations in stock prices will affect the forecast; the statistical sample used in this study includes daily iron ore stock prices during the period of companies entering the stock exchange from 20/03/2016 to 19/03/2022. Matlab and Dematel software were used for predictions made by fuzzy inference. Based on the findings of the studies, 12 variables were extracted as predictor variables to design the prediction model. Dematel results showed that 7 factors: other suppliers' prices, seasonal effect of order registration, prices of past periods, government tariff rate, exchange rate, oil price, and world iron ore price were the most influential factors. Adaptive neural fuzzy approach is one of the important approaches for comparing the effectiveness of different factors. The results showed that the exchange rate has the highest frequency among the seven available variables, followed by the world iron ore price.
Introduction
Continuous and sustainable economic growth in any economy requires the optimal mobilization and allocation of resources at the national level. In economic literature, capital is considered the lifeblood of the economic system, and its formation has been emphasized as one of the determining factors of economic growth and development. Basically, the rate of economic growth and development depends on capital accumulation on the one hand; and on the other hand, on the productivity factor in economic activities. These two basic factors depend on the nature of the investment process; therefore, one of the most important tasks of financial markets is to facilitate capital formation. Capital markets can well handle both of the aforementioned tasks of capital accumulation and increasing economic productivity (Farajian & Farajian, 2022).
The iron ore trade in the world has faced major changes with the rapid growth of developing economies in regions such as China, India, and South Korea as key growth centers in this sector, and the industrialized economies of the European Union and North America are gradually losing their dominant role in this market. Currently, the developing regions of Asia are the center of growth in steel production and consumption. Most steel-producing regions import most of their iron ore resources, and some others have insignificant or uneconomic iron ore resources. The most prominent of these are the steel industries of China and Japan. The growth in demand for iron ore imports has led to a significant increase in production in countries such as Brazil and Australia, as a combination of large, high-quality iron ore resources accessible to ports, and iron ore resources for the export market have been developed. In view of what has been said, the present study seeks to answer the question: what are the effective factors in determining the price of iron ore and how is the comparison of effective factors using the fuzzy neural network method?
Theoretical literature
The iron ore industry plays a key and influential role in the growth and development of a country. On the one hand, this industry is fundamental in development, and on the other hand, it is considered a benchmark for the industrialization of countries. Therefore, its improvement and development is of particular importance. Basic industries such as transportation, construction, machinery manufacturing, mining and other industries related to energy production and transmission are dependent on products made from iron ore. Therefore, global demand for iron ore is high and will remain stable in the future, if not increase (Hao et al, 2018). After the 2008 financial crisis, when supply and demand fell sharply, supply and demand were on an upward trajectory. Of course, so far the growth rate of supply has been greater than demand, and it is likely that the iron ore surplus will continue to grow, which could ultimately have a significant impact on iron ore prices. World crude iron ore production in 2010 reached 1.238 billion tons, with a growth of 15% compared to 2009. This number was 1.694 and 1.8 billion tons in 2013 and 2014, respectively. The apparent consumption of iron ore in 2010 was 144.8 million tons, which was an increase of 13.2% compared to the previous year. This number was 168.1 and 171.5 million tons in 2013 and 2014, respectively (Hao et al, 2018).
Factors Affecting Iron Ore Prices
Economic Factors
The economic situation of each country and the global economic situation in general have a major impact on the level of domestic and foreign demand for iron ore, and as a result, it has a significant impact on the export of iron ore in exporting countries (Azimi & Afrough, 2015).
Political Factors
Other factors affecting the trend of iron ore exports are political factors and trends. These factors are often accompanied by economic burdens. Regional and international political crises and the increasing acceleration of arms races can also be a powerful factor in increasing the production and export of iron ore (Azimi & Afrough, 2015).
Substitute goods
Although iron ore substitutes do not have an immediate impact on iron ore exports, they can have a significant impact in the long term. With the passage of time and the advancement of science and technology, new possibilities are provided for the production of new types of petrochemical products that are not only more resistant and more malleable, but also have greater relative advantages over iron ore in terms of erosion and application methods (Farajian & Farajian, 2021).
Price levels
The price level of iron ore products is also one of the factors affecting its export volume. Among the factors that have increased the export volume of iron ore products from countries such as Japan and other common market countries to the domestic markets of the United States has been the low price level of exported products compared to the price level of domestic production in the United States (Farajian & Farajian, 2021).
Exchange rate changes
The exchange rate is one of the most important variables affecting exports. It is important to examine the speed of the impact of these variables on exports. As trade between countries increases, exchange rate fluctuations are considered one of the most important sources of corporate risk (Mojdeganlou & Hosseini, 2021).
Research Methodology
The present study is applicable in terms of its purpose, and survey in terms of data. The main data collection methods in the present study are library methods. The statistical population includes elements, components, and individuals or units that share at least one attribute. In this study, the statistical population includes the daily price of iron ore stocks for 2058 business days. Given that severe stock price fluctuations will affect the forecast, the statistical sample used in this study includes the daily prices of iron ore stocks during the period of companies' entry into the stock exchange from 20/03/2016 to 19/03/2022. For the predictions made by the fuzzy inference system, MATLB and DEMATEL software were used.
Research findings
In this section, the adaptive neural fuzzy approach, which is one of the important approaches for comparing the effectiveness of different factors, is used. The important point is that in this section, 7 influential factors that are the result of the DEMATEL method are examined and explored, and their effect on the final or output variable, i.e. the price of iron ore, is examined in pairs; and finally, the factors that have the highest frequency are listed. First, the influencing factors (prices of other suppliers, seasonal effect of order registration, prices of past periods, government tariff rate, exchange rate, oil price, world price of iron ore) are introduced as a result of the DEMETL method. According to the results, the exchange rate has the highest frequency among the seven variables available, followed by the world price of iron ore. After that, the seasonal effect of order registration and the variables of government tariff rate and oil price are followed. The least frequent variable is the price of past periods, which has only been dominant once in the permutations.
Discussion and Conclusion
The aim of the present study was to predict the price of iron ore and its by-products based on time series neural networks. For this purpose, first, library studies were conducted based on which, 12 variables were extracted as predictor variables to design the prediction model. The results of DEMETL show that 7 factors: price of other suppliers, seasonal effect of order registration, prices of past periods, government tariff rate, exchange rate, Oil price and world iron ore price were the most influential factors. The results showed that the exchange rate has the highest frequency among the seven variables, followed by the world iron ore price. After that, the seasonal effect of order registration and the variables of government tariff rate and oil price are next. The least frequent variable is the price of past periods, which has only been dominant once in the permutations. The results of this finding are somewhat consistent with the results of Lee et al., (2017) and Lin & Si (2021).

Abstract Abstract The aim of the present study is to determine a pattern for identifying uncertainty and risk and increasing flexibility in capital budgeting decisions with an investment discretionary approach. The research method is applicable-developmental in terms of its purpose, and qualitative in terms of the nature of the data. The statistical population of this study included 18 power plant experts from Mejmar who had at least 10 years of teaching, research, and management experience in power plants. Purposive sampling was used in this study. The data collection method was referring to documents and semi-structured interviews. Atlas ti software was used to code the interviews for data analysis. Based on the results obtained, 6 constructive themes and 14 basic themes were identified. The 6 constructive themes include political and international factors, legal and regulatory factors, financial and budgetary factors, technological and information factors, organizational structure and culture, and economic factors. The dimensions of the organizational structure and culture factors include: the structure and organization domain, the human resources domain, and the management domain. The dimensions of the technological and information factors include: the information technology environment domain and the information sharing domain. The dimensions of the economic factors include: the economic structure and the economic environment. The dimensions of the political and international factors include: the political structure and environment and transnational and international factors. The dimensions of the legal and regulatory factors include: general legal factors and specific legal factors. The dimensions of the financial and budgetary factors include: the human factors and individual capabilities domain, the intra-organizational requirements and factors domain, and the extra-organizational factors and requirements domain. Introduction Since the late 1970s, along with the spread of advanced financial techniques such as internal rate of efficiency and net present value at the firm level, many researchers have offered criticisms regarding the use of these techniques in valuing strategic investment decisions (Dai et al., 2021). The first criticism is related to the inability of these techniques to correctly value uncertain investments, under conditions where the firm has a degree of flexibility in decision-making (Alipour and Behdadian, 2020). In particular, early proponents of the option theory of capital assets criticized the NPV method for considering decisions only in terms of whether or not they are or are not, without considering the value of flexibility (choosing between different options when receiving new information). Using the theoretical framework presented for pricing contingent claims, financial researchers have proposed the option theory of capital assets as an alternative to the NPV method to overcome its shortcomings. Since the aforementioned conditions are often related to the structure of strategic decisions, the option theory of capital assets claims to be the best method for valuing such decision-making problems (Cheong, 2021). Recent research shows that about 20 percent of industrial projects are terminated before completion, and less than a third of them are completed on time and based on budget. Effective risk management is absolutely essential to prevent these problems from occurring. In fact, flexibility is a key factor in project success (Dai et al., 2021), because by it, senior management can design and develop risk coping tools according to the requirements and conditions of the risk. The option method allows project managers to be aware of the consequences of risk, deal with it in case of adverse events and use it in the best way if conditions are favorable, select the best capital allocation option and justify it to senior management and financial stakeholders. Therefore, this research, considering the Majmar Power Plant Group, seeks to answer the question: What is a model for identifying uncertainty and risk, and increasing flexibility in capital budgeting decisions with the investment option approach? Theoretical Literature Risk In the past, people used to rely only on financial information obtained from statements prepared based on historical values ​​and analyzed by experts to make decisions about investment locations. However, since the collapse of large companies such as Enron and WorldCom due to the failure to disclose financial scandals by company managers, investors have paid more attention to the prominent role of the governance system and its principles (Komar et al, 2017). On the other hand, after the separation of the legal personality of commercial enterprises from the real personality of their owners and the development of global trade and the owners' need for financing sources, the discussion of multiple owners in companies took shape and led to the creation of joint-stock companies. In the meantime, each of the shareholders; especially those who had more influence (which was mainly due to the high volume of their capital), tried to direct the financial decisions of the companies towards their own interests (Cerchiello et al, 2016). For many years, economists assumed that all groups in a corporation work for a common goal. However, in the past 30 years, many cases of conflicts of interest between groups and how companies deal with such conflicts have been raised by economists. These cases are generally expressed under the title of “agency theory” in management accounting. According to Jensen and Meckling’s definition: an agency relationship is a contractual relationship in which a principal or owner appoints a representative or agent on his behalf and delegates decision-making authority to him (Chen et al, 2019). The greater the number of major shareholders in the company’s ownership structure, the more supervision and control is shared among the major shareholders and the conflict of interest between them decreases; therefore, the company’s efficiency on equity increases (Kou et al, 2019). Research Methodology The present study is an applied-developmental study in terms of its purpose, and a content analysis study in terms of its research implementation method. The statistical population of this study includes 18 Iranian power plant experts who have at least 10 years of teaching, research, and power plant management experience. The sampling method used in this study was purposive. Qualitative content analysis can be considered a research method for the subjective interpretation of textual data through systematic classification, coding, and theme-building processes or designing known patterns. After taking interviews from participants and writing line by line the text related to the interviews, the researcher analyzed the texts; in fact, in this method, codes, concepts, and categories were identified through a systematic classification process, and then a model of uncertainty and risk and increased flexibility in capital budgeting decisions with an investment discretionary approach was presented. The snowball technique was also used to select participants, and each interviewee was asked to provide the researcher with a list of people who were willing and specialized to participate in a study. Coding was used to analyze the data obtained from the interview and theoretical foundations. Atlas ti software was used for analysis. Research findings Based on the results obtained from thematic analysis, 6 constructive themes, 14 basic themes and 132 initial codes were identified. The 6 constructive themes include political and international factors, legal and regulatory factors, financial and budgetary factors, technological and information factors, organizational structure and culture, and economic factors. The dimensions of the organizational structure and culture factors include: structure and organization, human resources, and management. The dimensions of technological and information factors include: information technology environment and information sharing. The dimensions of economic factors include: economic structure and economic environment. The dimensions of political and international factors include: political structure and environment, and transnational and international factors. The dimensions of legal and regulatory factors include: general and general legal factors and specific legal factors. The dimensions of financial and budgetary factors include: human factors and individual capabilities, intra-organizational requirements and factors, and extra-organizational factors and requirements. Discussion and Conclusion The aim of this study was to develop a model for identifying uncertainty and risk and increasing flexibility in capital budgeting decisions with an investment discretion approach (study in the Mejmar power plant group). The coding and text analysis process of the interviews was carried out in the Atlas ti qualitative data analysis software. Based on the results obtained from thematic analysis, 6 constructive themes, 14 basic themes, and 132 primary codes were identified. The results of this study are somewhat consistent with the results of Mashhadizadeh et al, (2020) and confirm the results of this study. According to the results of the study, it is suggested: to increase flexibility in the organizational structure, a map of the current organizational structure can be prepared and factors such as organizational hierarchy, different units, and the relationships between them can be examined. Then, according to the needs and market conditions, optimization of the organizational structure can be proposed and the necessary reforms can be applied. This includes modifying hierarchies, creating matrix teams, increasing coordination, and transferring responsibilities and competencies. By planning and implementing training and professional development courses for employees, they can be improved and provided with the necessary capabilities to deal with changes and risks. By encouraging teams and employees to actively participate in decision-making and budgeting processes, the flexibility of the organization can be increased.

Abstract Abstract The purpose of this study is to provide the pattern of effective factors in the socialization of artificial intelligence technologies. The present research is applicable in terms of purpose, quantitative in terms of implementation, and of descriptive-survey type in terms of nature. The statistical population of the research included 20 board members, financial managers, accountants and auditors, as well as financial statements and engineers in the field of artificial intelligence in the hierarchical method, selected by judicial and targeted sampling method; and, 342 of all employed accountants in the structural equation sector, by random sampling. Research collection tool is a questionnaire. A hierarchy of Expert Choice software as well as structural equations (PLS) was used for data analysis. The results of the analysis showed that independent variables and dependent variables have directly a positive and significant effect. The results also showed that increasing efficiency and productivity is the first priority, creativity and innovation is the second priority, saving time and money is the third priority, analyzing financial data is the fourth priority, collaboration and cooperation is the fifth priority, matching transactions is the sixth priority, transparency is the seventh priority, determining training needs is the eighth priority, trust in financial tools is the ninth priority, ease of use is the tenth priority, user-friendly tools are the eleventh priority, automation of repetitive processes, real-time financial analysis and financial protection and security are the twelfth priority, improving financial reporting is the thirteenth priority, and awareness, technical knowledge, and the capabilities of financial tools are the fourteenth priority. Introduction The advancement and utilization of artificial intelligence technologies transforms conventional patterns of life and work, thereby creating indelible changes in the social environment to adapt to the current society in which information is rapidly evolving. All disciplines and professions are rebuilding or improving their strategies, organizations, products, and approaches. Accounting is no exception (Concept et al, 2019). Accounting can now use electronic accounting, data mining, and multidimensional data analysis. However, accounting technologies and methods are merely a subsector which is being changed by artificial intelligence, and can have a significant impact on accounting goals (Yubin et al, 2021). Artificial intelligence is an essential component for the implementation of international accounting law. Accounting rules require systems support in complex risk coverage programs, and law enforcement is one of the important advantages of artificial intelligence in the accounting profession (Cong et al, 2018). Makridakis (2017) believes that artificial intelligence will soon replace traditional accounting and auditing. This change will lead to the separation of traditional accounting and auditing and will help accounting staff to improve their work. Accounting posts, structure optimization, restructuring as well as work quality and the ability of settings are the advantages of using artificial intelligence. Accounting needs to be modified to be more reliable in the community. For example, by means of artificial intelligence, accounting uses accounting robot to build simulator models from the environment. The financial robot has an instantaneous implementation speed. Information and automation of the accounting process under instantaneous response and conditions improves the efficiency of accounting activity. Proper programming of the financial robot can ensure the decline and specifications of each link, and can effectively reduce the occurrence of errors according to the designated methods. The financial robot only executes financial employees and legal steps. It performs data entry and step by step operation, thereby reduces artificial operations in accounting, and greatly prevents artificial operations (Suleiman et al, 2020). In this regard, the main question of the research is: What is the pattern of influencing factors in the socialization of artificial intelligence technologies in accounting? Theoretical framework Artificial Intelligence Artificial intelligence is a branch of computer science that examines the computational requirements of actions such as perception of reasoning and learning, and provides a system for doing so. Its main roots and ideas should be sought in the philosophy of linguistics, mathematics, psychology, neurology and physiology, and it has various applications in computer science, engineering sciences, biology and medicine sciences and many other sciences (Han et al, 2023). Socialization The socialization stage is the stage where an individual learns social norms. This stage is the same as the assimilation stage in the psychoanalytic system of form and the learning stage according to Blumer. After socialization of the assimilation or socialized learning stage, the socialized stage begins, meaning accepting social and cultural norms and in other words, becoming in tune with them or, according to Blumer, unifying and melting into them (Arizi & Barati, 2017).  Karamipour (2023) investigated the design of artificial intelligence competencies on organizational performance, taking into account the commercial marketing capabilities. The results showed that the mechanisms of artificial intelligence competencies influence the business-to-business marketing capabilities and organizational performance, and also the artificial intelligence ​​competencies model is validated on organizational performance by considering the aspect of business-to-business marketing capabilities. Pourshahabi (2023) examined the presentation of a systematic model of employee training using artificial intelligence. The research findings show that the inputs of the model include 1- educational data, 2- personal information, 3- educational needs, 4- user feedback, and 5- workplace data. The model process also includes 1- determining needs and goals, 2- data collection, 3- data preprocessing, 4- training the artificial intelligence model, 5- model evaluation and improvement, 6- implementation and deployment, and 7- monitoring and updating. Finally, the outputs of the model include 1- individual feedback, 2- educational suggestions, 3- monitoring and follow-up, and 4- support and guidance. Research Methodology The present research is applicable in terms of purpose, quantitative in terms of implementation, and of descriptive-survey type in terms of nature. The statistical population of the research included 20 board members, financial managers, accountants and auditors, as well as financial statements and engineers in the field of artificial intelligence in the hierarchical method, selected by judicial and targeted sampling method; and, 342 of all employed accountants in the structural equation sector, by random sampling. Research collection tool is a questionnaire. Research findings A hierarchy of Expert Choice software as well as structural equations (PLS) was used for data analysis. The results of the analysis showed that independent variables and dependent variables have directly a positive and significant effect. The results also showed that increasing efficiency and productivity is the first priority, creativity and innovation is the second priority, saving time and money is the third priority, analyzing financial data is the fourth priority, collaboration and cooperation is the fifth priority, matching transactions is the sixth priority, transparency is the seventh priority, determining training needs is the eighth priority, trust in financial tools is the ninth priority, ease of use is the tenth priority, user-friendly tools are the eleventh priority, automation of repetitive processes, real-time financial analysis and financial protection and security are the twelfth priority, improving financial reporting is the thirteenth priority, and awareness, technical knowledge, and the capabilities of financial tools are the fourteenth priority. Conclusion The present study was conducted with the aim of providing a model of effective factors in the socialization of artificial intelligence technologies. The results of this study are in line with the results of Harikumar et al, (2023), Pourshahabi (2023), Karamipour (2023), Shirzad et al, (2023), Anca (2022), Noordin et al, (2022), Mahdavi (2022), and Jakob & Luciano (2021). Harikumar et al, (2023) concluded that artificial intelligence in e-commerce and financial industries has been used to achieve better customer experience, efficient supply chain management, improve operational efficiency and reduce material waste with the aim of designing standard and reliable methods of product quality control and finding new ways to reach customers and serve customers at low cost. Among the applications of artificial intelligence in e-commerce; corporate management and finance, sales growth, profit maximization, sales forecasting, inventory management, security, fraud detection and portfolio management are some of the main applications of artificial intelligence. According to the results of the research, the following suggestion is made: Accountants are advised to use artificial intelligence in the accounting and reporting process because the artificial intelligence system is completely proficient and has sufficient data in this regard. It can easily provide fast reporting and can also easily provide accurate reporting; that is, it can provide accurate reporting at any time. According to the conditions that the artificial intelligence system has, we can get from it, and it is enough to have data and it can obtain a lot of data itself; that is, it can be placed in the path of the information exchange system and exploit reports and data and it can itself provide accurate financial reporting in any style that the organization needs.

Abstract Abstract The aim of the present study is to identify and investigate the effectiveness of supply chain risk indicators of online business activities in the food industry through machine learning method using single support vector algorithm. The research method is applicable in terms of its purpose, and mixed (qualitative-quantitative) in terms of implementation method. In the qualitative part, interviews with experts active in the food industry with complete information and sufficient experience in the supply chain of this industry have been used until theoretical saturation, which were 10 people of relevant experts in large companies in this field. In the quantitative part, the field method and questionnaire were used to collect data with statistical methods, and this number was also 114 people selected as a sample from the statistical population. Considering the data conditions and the application of machine learning in the supply chain, the support vector machine algorithm, one of the most powerful algorithms in the field of artificial intelligence, was used. The results showed that customer satisfaction has a negative effect in the research model. Supply chain coordination has a positive effect in the research model. Factors affecting costs have a positive effect, but its amount is moderate. Economic and market conditions have a positive effect in the model. Internet infrastructure has limited importance in the model. Environmental risks have a positive effect. Product quality has a negative effect in the model. Introduction Today, risk management is one of the effective factors in every industry and business activity in economic enterprises around the world. Therefore, for this purpose, it is first necessary to identify the relevant risks (Rajendran & Ravindran, 2019). Companies are always looking for ways to deal with work uncertainties. In this regard, risk management has been introduced as an efficient tool for organizational managers. Risk identification and management is a new approach used to strengthen and improve the effectiveness of organizations (Ghaderi & Tariverdi, 2020). Risk management is a logical and systematic method for analyzing, assessing, and dealing with risk related to any type of activity that enables organizations to minimize losses while taking advantage of opportunities. (Rahnamaye Rudposhti & Soleimani, 2021). Increasing costs and complexities in organizations, along with increasing uncertainty and risk, have led managers to use risk management to reduce risk-taking and deviation from goals (Jalali & Moghadamnia, 2022). Identifying supply chain risks based on minimizing and managing these risks has always been an important challenge for industries and organizations. Supply chain risks increase the likelihood of unexpected events occurring in this chain that may cause significant losses to the organization (Mehrmanesh & Safavi Mirmahalleh, 2020). In this article, we decided to identify these factors in order to determine these risks in general and specifically in our country's market and in the food industry. On the other hand, by analyzing data in artificial intelligence methods such as machine learning, human error can be significantly reduced. Accordingly, the present study seeks to answer the question: What is the effectiveness of supply chain risk indicators in online business activities in the food industry through machine learning methods using the unit support vector algorithm? Theoretical framework Supply chain A supply chain is defined as a set of functional activities (transportation, inventory control, etc.) that are repeated many times along the flow channel and by which raw materials are converted into final products and value and reach the consumer. Since globalization has opened new markets and intensified competition, organizations have been able to reduce production costs by developing more complex supply chains to compete in the global market (Kamalahmad & Mrllat-Parast, 2016). Risk Management In the conventional sense, risk management means compensating for known risks by managing them. In the past, risk or danger was seen as a result of natural causes that could not be predicted. However, in a modern, managed thinking based on current science in the field of risk management, a view has been presented that risk can be measured and controlled provided that there are effective and efficient systems (Sepahvand & Vaghfi, 2021). Ahmadi et al., (2023) studied the design of a distribution channel selection system in the oil industry supply chain using a combination of adaptive neural-fuzzy network and metaheuristic algorithms (case study: National Petroleum Distribution Company of the West Azerbaijan Dual Regions). In order to analyze the data, confirmatory factor analysis, adaptive neural-fuzzy network in the basic mode, and adaptive neural-fuzzy network combined with genetic and particle swarm optimization algorithms were used. In this study, a hybrid distribution channel selection system was first designed and then evaluated based on the input scores using the system designed based on the least error, traditional distribution channel, and fuel station branding design. The results show that the best system for distribution channel selection was the adaptive neural-fuzzy network combined with the particle swarm algorithm. By comparing the performance of the branding plan and the traditional method, it was determined that the branding plan performed better and was a suitable distribution channel for the National Oil Products Distribution Company of the West Azerbaijan Dual Regions. Brusset et al., (2023) addressed this issue in a study as a dynamic method for the effects of re-understanding the supply chain during the pandemic. In this study, they created and used the dynamic method in which they redrawn the dynamic model using the optimal control model. Their model is a combination of optimal control and a pandemic model (such as Corona); and in fact, their model was a combination of these two models, which are older and more time-consuming than machine learning methods. Research Methodology The research method is applicable in terms of its purpose, and mixed (qualitative-quantitative) in terms of implementation method. In the qualitative part, interviews with experts active in the food industry with complete information and sufficient experience in the supply chain of this industry have been used until theoretical saturation, which were 10 people of relevant experts in large companies in this field. In the quantitative part, the field method and questionnaire were used to collect data with statistical methods, and this number was also 114 people selected as a sample from the statistical population. Research findings Due to the data conditions and the application of the field of machine learning in the supply chain, the support vector machine algorithm; which is one of the very strong algorithms in the field of artificial intelligence, was used. The results showed that customer satisfaction has a negative effect in the research model. Supply chain coordination has a positive effect in the research model. Factors affecting costs have a positive effect, but its amount is moderate. Economic and market conditions have a positive effect in the model. Internet infrastructure has limited importance in the model. Environmental risks have a positive effect. Product quality has a negative effect in the model. Conclusion The present study aimed to identify and investigate the effectiveness of supply chain risk indicators of online commerce activities in the food industry through machine learning method using the single support vector algorithm. The results of this study are consistent with the results of Ahmadi et al., (2023), Samiei et al., (2023), SpieskeAlexander et al., (2023), Akkerman et al., (2023), Brusset et al., (2023), Burgess et al., (2023), Ozdemir et al., (2022), Khorram Ruz., (2022), Sheydaei (2022), Pellegrino et al., (2022), and Zeng et al., (2019). Ozdemir et al., (2022) examined the effects of the pandemic on the supply chain of store goods, and finally examined and evaluated their presented model using covariance. The results indicated that in the field of supply chain vibration control, innovation can be greatly affected, so they used statistical methods for their research method. Considering the research topic, it is suggested that researchers use other machine learning algorithms, such as random forest and decision tree, and estimate the necessary evaluations. In addition, in each of these models, the accuracy of the models can be compared, and the effectiveness of each indicator in other models can also be examined. These algorithms and evaluations can also be used in industries other than the food industry.

Abstract Abstract

The aim of the present study is to design a customer relationship management model based on artificial intelligence in digital marketing of services in the health tourism industry. The research method is applicable in terms of its purpose, and mixed (qualitative-quantitative) in terms of its implementation method. The statistical population of the qualitative part of the study includes 14 experts and scholars in the field of marketing and artificial intelligence selected by the snowball sampling method. The statistical population in the quantitative part includes experts and marketing managers related to health tourism in Tehran. Given that their exact number cannot be calculated, a maximum number of 384 people was considered based on the Morgan and Cergesi table. Data collection in the qualitative part was carried out through semi-structured interviews, and in the quantitative part through questionnaires. The coding method was used in the qualitative part data analysis, and SPSS and Lisrel software were used in the quantitative part. The results of the study showed that the causal conditions in the study include improving market competition, improving relationships, automated data analysis, and empowerment; and the background conditions include customer data management and intelligent services. Also, the intervening conditions include efficient planning, saving resources, and managing customer behavior. The strategies in the study include solving the integration problem, solving the information management problem, and solving planning problems; and the outcomes include increasing customer satisfaction, increasing financial strength, customer loyalty, and saving time. The results of the structural equations show that the dimensions are well loaded on the research variables and can provide a suitable description of the variables.

Introduction

The activity of customer relationship management includes collecting, managing, and intelligently using data with the support of technology solutions to develop long-term customer relationships. Data obtained from all customer touchpoints, if managed well, can support companies in creating personalized marketing responses, generating new ideas, tailoring products and services, and thus delivering high customer value and gaining competitive advantage (Agarwal et al., 2021). In the digital age, the increase in the volume, velocity, and variety of data, as well as its processing capacity, has led to new technological solutions, including the advancement of artificial intelligence techniques, which refers to the ability of a system to correctly interpret large amounts of data, learn from this data, and use this learning to achieve specific goals and tasks (Ahmed et al., 2020). Artificial intelligence seems to be the future of the industry, and the focus of this technology on putting consumers at the center of health and well-being and ensuring that patients’ daily patterns and healthcare professionals’ needs are observed to provide improved guidance, support, and feedback, and ultimately customer relationship management in the health tourism industry will be of great importance in the future (Al Sayed, 2024).

A review of the role of data in the health tourism sector shows that the data required for the impact of AI on service delivery, especially in health tourism, is still limited (Dalkıran, 2023). Artificial intelligence can provide opportunities for health tourism service providers (Cubric, 2020). New customer relationship management features, such as personality insight services, website formation, chatbot services, programmatic advertising, and facial, image, and face recognition technologies, require significant data to be collected in real time, which is almost impossible to implement without advances in AI. Along with the relevance of AI in the business world, universities also claim that AI is the next step towards a new and more powerful customer relationship management (Rabbi, 2024).

Therefore, this research seeks to answer the question: How does the design of an AI-based customer relationship management model in digital marketing of services in the health tourism industry look like?

Theoretical Framework

Digital Marketing

Digital marketing means using the Internet, mobile devices, social media, search engines and other channels to reach customers. Some marketing experts consider digital marketing to be a completely new endeavor that requires a new way of approaching customers and new ways of understanding how customers behave compared to traditional marketing (Barone, 2021(.

Customer Relationship Management

Customer relationship management involves the intelligent collection, management and use of data supported by technology solutions to develop long-term customer relationships and exceptional customer experiences (Ledro et al., 2022).

Artificial Intelligence on Customer Relationship Management

Artificial intelligence is impacting customer relationship management. Artificial intelligence has revolutionized customer relationship management by automating tasks, providing deeper insights, and creating more personalized experiences for customers. Artificial intelligence enhances the automation process in customer relationship management, freeing up human resources to focus on more complex issues in the work (Ahmed, 2025).

Ponomarenko et al. (2024) in their research on the topic “Application of Artificial Intelligence in Digital Marketing” reported that it is important to identify the main directions of using artificial intelligence to optimize marketing strategies of companies in the digital environment in conditions of intensifying competition on the Internet. Artificial intelligence is considered as a tool for qualitative transformations in the use of digital marketing tools based on various information generated in the global network. The methodological basis of this study is a comprehensive analysis of scientific approaches to the implementation of artificial intelligence in the field of digital marketing, the formation of a database for modeling and identifying optimal machine learning algorithms to ensure the competitiveness of brands. A scheme of the main sources of information that should be used by the company to implement artificial intelligence algorithms in the process of increasing the effectiveness of the use of digital marketing tools is developed on the Internet. Digital marketing tools are presented to be utilized to communicate with the target audience in the long term and ensure the economically feasible level of conversion. The main stages of interaction of companies with audiences on the Internet using modern machine learning algorithms are presented. The main directions of using artificial intelligence in digital marketing have been identified, which enables the company to achieve a high level of loyalty among users based on personalized interaction models.

Baran et al. (2023) in their research on “Next Generation Technologies in Health Tourism” reported that the developments in the field of digitalization in health tourism were initially focused on e-health technologies and suggested that managers and employees should be prepared for the profound transformation created by technology.

Research Methodology

The research method is applicable in terms of its purpose, and mixed (qualitative-quantitative) in terms of its implementation method. The statistical population of the research in the qualitative section includes 14 experts and specialists in the field of marketing and artificial intelligence, selected by the snowball sampling method. The statistical population in the quantitative section includes experts and marketing managers related to health tourism in Tehran, and given that their exact number cannot be calculated, the maximum number was considered to be 384 people according to the Morgan and Gergesi table. Data collection in the qualitative part was done through semi-structured interviews, and in the quantitative part through questionnaires.

Research findings

Coding method was used in the qualitative part data analysis, and SPSS and Lisrel software were used in the quantitative part. The research results showed that the causal conditions in the research include improving market competition, improving relationships, automatic data analysis, and empowerment; and the background conditions include customer data management and intelligent services. Also, the intervening conditions include efficient planning, saving resources, and managing customer behavior. The strategies in the research include solving the integration problem, solving the information management problem, and solving planning problems; and the outcomes include increasing customer satisfaction, increasing financial strength, customer loyalty, and saving time. The results of structural equations show that the dimensions are well loaded on the research variables and can provide a suitable description of the variables.

Conclusion

The present study aimed to design an AI-based customer relationship management model in digital marketing of services in the health tourism industry. The results of this part of the study are consistent with the findings of Abdollahi (2021), Ghasemi (2019), Ribeiro et al. (2021), Ramon Saura et al. (2021), Al Sayed (2024), and Ponomarenko et al. (2024). AI in customer relationship management involves the integration of intelligent technologies to analyze customer data, predict behaviors, and automate interactions. This integration enhances the capabilities of traditional customer relationship management systems, making them more efficient and responsive to customer needs. AI-based customer relationship management systems provide the tools needed to achieve these goals and provide insights and automation that were previously unavailable.

According to the research results, the following suggestion was made:

Based on the role of artificial intelligence in customer data management and automated data analysis, it can be suggested to develop artificial intelligence in tourism service marketing because with artificial intelligence, businesses can use historical data to predict customer behavior and anticipate customer needs.

Abstract Abstract The aim of this study is to present a tourism industry development model in Iran. The research method is fundamental in terms of its purpose, and mixed in terms of its implementation (qualitative-quantitative), with an approach based on grounded theory. The statistical population in the qualitative section includes 23 experts in the field of theoretical and practical foundations of the tourism industry; including university faculty members and tourism managers selected in a snowball method; and in the quantitative section includes 374 experts in the field of tourism. The tool for collecting findings is a semi-structured interview in the qualitative section, and a researcher-made questionnaire in the quantitative section. Data analysis in the qualitative section carried out based on the grounded method by MAXQDA software, and in the quantitative section by SPSS software. The results of the study showed that, according to the determined goal; tourism infrastructure, international relations, social factors, and governance attitudes are among the effective factors that must be managed. Factors such as presence in the global tourism scene, facilities and infrastructure, tourist attraction policies, and existing potentials are considered as the basis and context for the development of the tourism industry in Iran and need to be improved. Introduction Tourism is an expanding industry and its importance is constantly increasing, and more and more people are getting involved with it. The United Nations World Tourism Organization states in its report that the tourism industry is the world's largest service industry in the 21st century and will maintain this position in the future (Amini et al., 2018). Tourism is a set of activities of people who travel to places outside their usual community environment for leisure, entertainment, business, or any other purpose and stay there for a while. The importance of tourism is that this field is considered a dynamic, competitive, and income-generating industry. A significant part of the budget of developed and developing countries is provided by the tourism industry. Many tourist countries adopt written strategic plans to improve their performance in this industry (Yahya Zadeh et al., 2023). Tourism is vital to the success of many economies around the world. The experience of the last two decades has shown that some countries, despite the lack of natural resources, have been able to achieve very high incomes by investing in the tourism industry (Qiu et al., 2020). Since Iran is a country with pristine nature and great potential in the health, trade, and historical-cultural sectors of the Middle East, the present study tries to minimize the gap in expectations between tourists and legislative institutions, and in this regard, using a data-based approach based on the opinions of relevant experts, an attempt was made to present a paradigmatic model for the development of the tourism industry. In the second stage of the study, using the opinions of experts, the executive factors in the development of the tourism industry were examined, and the results are presented in the following description of the findings so that it can be effective in the socio-economic development of the country in accordance with the national development plan and related perspectives. Accordingly, the present study seeks to answer this question: What is the development pattern of the tourism industry in Iran? Theoretical Framework Tourism Industry The tourism industry is one of the important socio-economic phenomena with cultural, political and environmental impacts. In recent decades, tourism has been growing and diversifying and has been one of the largest economic sectors in the world (Veicy, 2018). The tourism industry is an important source of income and an effective factor in cultural exchanges between nations and societie; and as the world's largest service industry, it has a special economic position (Hoseini & Mosavi, 2024(. Fani (2025) examined the influential and effective factors of marketing to tourism industry customers in Iran using the fuzzy DEMATEL technique approach. The findings showed that 3 dimensions, 8 components, and 41 indicators were identified. The extracted dimensions consist of the service quality dimension, including the components of satisfaction with tourism services, infrastructure facilities, tourism costs; the marketing policy dimension including the components of macro-policy, planning and management; and the tourism experience dimension including the components of tourists' feedback, tourism culture, and advertising and marketing. Momeni et al. (2025) examined the design of a smart tourism model with a meta-synthesis approach. The present study evaluated 128 articles and sources in the field of smart tourism using the meta-synthesis method. During the stages, 34 sources and articles were consistent with the accepted criteria. As a result of combining the findings, 8 subcategories were extracted, including improving cost management in tourism, providing smart tourism services, smart cloud services, an online service system for tourists, quality of services and facilities, the Internet of Things, identifying customer needs in a smart way, and dynamic pricing. Finally, for the development of smart tourism in Iran, it is recommended to adopt a comprehensive perspective considering both the micro and macro levels. At the macro level, more attention should be paid to raising the priority of smart tourism development in the long term, national development policies, paying more attention to planning, coordination, and monitoring, and improving the infrastructure required for the development of smart tourism. Research Methodology The research method is fundamental in terms of its purpose, and mixed (qualitative-quantitative) in terms of its implementation method, with an approach based on grounded theory. The statistical population in the qualitative section includes 23 experts in the field of theoretical and practical foundations of the tourism industry; including university faculty members and tourism managers selected in a snowball method; and in the quantitative section includes 374 experts in the field of tourism. The tool for collecting findings is a semi-structured interview in the qualitative section, and a researcher-made questionnaire in the quantitative section. Research findings Data analysis in the qualitative section is based on the grounded theory method and MAXQDA software was used, and in the quantitative section, SPSS software was used. The research results showed that, according to the determined goal; tourism infrastructure, international relations, social factors, and governance attitudes are among the effective factors that must be managed. Factors such as presence in the global tourism scene, facilities and infrastructure, tourist attraction policies, and existing potentials are considered as the basis and context for the development of the tourism industry in Iran and need to be improved. Conclusion The present study was conducted with the aim of providing a model for the development of the tourism industry in Iran. The results of this study are consistent with the results of Fani (2025), Momeni et al. (2025). Mansoori et al. (2024), Ghodrati et al. (2024), Rajabi et al. (2024), ,Kwabi et al. (2023), Yahya Zadeh et al. (2023), Al Fahmawee & Jawabreh (2023), and Asadpour Kordi et al. (2022). Mansoori et al. (2024) showed that the nine main factors affecting the formation of higher education tourism in Iran, in order of influence, are: dynamic political exchanges with the world at the national level, the existence of national macro-policies in the field of academic interaction, facilitating the admission process in political and administrative dimensions, the existence of economic and technical infrastructure for foreign students, the international language level of faculty members and staff and a dynamic and receptive higher education structure, the existence of a sense of security in social, security and political dimensions for foreign students, and the factors of being a brand of universities and introducing and presenting historical, cultural and religious attractions to the world. According to the results obtained, it is suggested that the development of the tourism sector in both categories through changes in infrastructure and extensive advertising at the national and international levels should be a priority for the authorities, and the authorities should pay special attention to the foreign tourism sector to generate foreign exchange, growth, and development of the tourism sector. It is suggested to the government, ministries and relevant institutions, considering the experiences of neighboring and similar Islamic countries such as Turkey and Malaysia, to try to see the tourism sector as one of the most important sources of income in order to move away from budgeting based on oil and taxes and pressure on domestic factors.

Abstract Abstract The present study aims to present a model to analyze the impact of smart management on university sports with the mediating role of Internet of Things technology. The research method is applicable according to its purpose; and a cross-sectional survey research design was used to collect the required data. The statistical population of this study consisted of all experts and sports experts from Azad Universities, Payam Noor, Amir Kabir University, and Arak University, as well as students who have used this technology in sports. Given the unlimited statistical population, a sample of 384 people was randomly selected. The data collection tools were a researcher-made questionnaire based on the opinions of experts and content analysis. SPSS and SMART PLS software were used to analyze the research findings. The results showed that the use of this technology has a significant effect on improving sports performance, preventing injuries, protecting athletes, as well as increasing accuracy and concentration in refereeing and observing justice in sports competitions; and the consequences of smart management performance, smart management educational factors, smart management organizational factors, smart management individual factors, and smart management technology factors have an effect on university sports in Markazi Province Introduction With the development of networks and the advancement of science and technology, people began to pay attention to the interaction between objects, which evolved and formed the Internet of Things. For the time being, the Internet of Things industry is still in the early stage of development, and it is expected that there is a lot of room for promotion and transformation in terms of technological innovations, standard development, and business forms. The Internet of Things industry is the key to the development of new strategic industries, and based on this environment, the application of the Internet of Things has a very high potential and space (Deng et al, 2019). Nowadays, IoT technology has gradually grown and focused on sensors, software, and other aspects; while supporting equipment for IoT, especially smart circuits, transmission networks, and other basic equipment has developed faster. According to the current situation, IoT has a wide range of applications, commercial, agricultural and service industries, which play a very important role in urban construction, environmental protection, urban security, intelligent transportation, etc. Challenges in various fields, especially in the sports industry, and the use of advanced IoT technology can bring great technological innovations, which can be used to promote the development of sports events. For the time being, IoT technology has made remarkable achievements in the fields of smart cities and smart industry. Some researchers and entrepreneurs have realized the great potential of IoT in the field of sports, such as smart stadiums and smart sportswear. The development of sports events is facing increasing growth, but the development of information technology is still relatively lagging behind; most of the operations of sports events remain only in the traditional implementation mode, the capacity of the organization is limited, and the overall operational efficiency is not high. The resource consumption is very high, and these problems seriously limit the sustainable development of sports events (Sezer et al, 2018). On the background of the development of Internet information technology, the development of sports events relying on information technology has become a trend; the importance of resource integration and optimization of the entire event management process has become inevitable, and the Internet of Things plays an important role in the field of sports events (Jagadeeswari et al, 2018). Therefore, considering the above points, the researcher tries to address the main question: what is the appropriate model to analyze the impact of smart management on university sports with the role of the intermediary of Internet of Things technology? Theoretical Framework Smart Management Recent socio-economic and technological changes in business environments have enabled new ways of working based on flexible work arrangements and the widespread use of information technologies that support employees to potentially work anytime and anywhere. Such approaches are commonly referred to as “smart working” practices (Yu et al, 2022). Internet of Things Technology Connected technologies offer new types of services to final users, although the technologies themselves are often used as a ubiquitous set in their environment and (currently) are only visible through touchpoints such as smart devices and wearable technologies. Current projections suggest that within a decade, the Internet of Things will consist of billions of objects and devices or things that have the potential to seamlessly connect people to produce services and interact and share information about themselves and their environment to deliver services. Proponents of the Internet of Things interpret its emergence as “a new industrial revolution that will increase productivity, keep us healthier, make transportation more efficient, reduce energy needs, and mitigate climate change” (Akmandor et al, 2018). Oliyaee et al, (2024) examined the design of the intelligent leadership model of education managers. The results indicated that 4 organizing themes: pragmatic management, knowledge management, organizational management, and team management were identified and confirmed; and the results showed that the components of the intelligent leadership model of education managers are knowledge management, organizational management, and team management, and pragmatic management. Yu et al, (2022): Intelligent sports health management refers to the whole process of comprehensive monitoring, analysis, evaluation, provision of health advice and guidance, and intervention in health risk factors for individuals or groups. The emergence of Internet of Things technology has played an obvious role in intelligent sports health management and has realized the integration and optimal allocation of intelligent sports resources. At the same time, in the field of information technology, the emergence of cloud computing as a new computing mode enables people to directly obtain software and computing power through network applications to innovate the intelligent sports health management system and improve intelligent sports. Cloud computing health management system mainly realizes the storage capacity of huge data and distributed computing capacity through processor computing, virtualization technology, distributed storage technology, broadband Internet technology, and automatic management technology. Based on the Internet of Things technology and cloud computing, and taking sports intelligent management as the research carrier, an intelligent sports health management system is designed, which presents a new effort to use advanced information technology to help the sports health intelligent management system. Research Methodology The research method is applicable according to its purpose; and a cross-sectional survey research design was used to collect the required data. The statistical population of this study consisted of all sports experts and experts from Azad Universities, Payam Noor University, Amir Kabir University and Arak University, as well as students who have used this technology in sports. Due to the unlimited statistical population, a sample of 384 people was randomly selected. The data collection tools were a researcher-made questionnaire based on the opinions of experts and content analysis. Research findings SPSS and SMART PLS software were used to analyze the research findings. The results showed that the use of this technology has a significant effect on improving sports performance, preventing injuries, protecting athletes, as well as increasing accuracy and concentration in refereeing and observing justice in sports competitions, and the consequences of smart management performance, smart management educational factors, smart management organizational factors, smart management individual factors, and smart management technology factors have an effect on university sports in Markazi Province. Conclusion The present study aimed to provide a model to analyze the impact of smart management on university sports with the mediating role of Internet of Things technology. These results are consistent with the results of Oliyaee et al, (2024), Yu et al, (2022), Mohammadi & Ghaedi (2020), Wu et al, (2022), Ren et al, (2021), Song (2022), and Li et al, (2021). Ren et al, (2021) showed that this process is made of two aspects of process information and operation information, based on the information system of each link of the Internet of Things support, a strategic information management system platform. This can solve the problem of integrated management of strategic information process, receiving, storing, filtering and tracking information, and controlling the operation of the strategic management system. In the stage of sports information management, combined with the Internet of Things technology, we should do sports artificial intelligence management and information knowledge exploration well. In the development of sports in the context of the Internet of Things, we should combine the needs of sports information management and the state of the Internet of Things technology to realize scientific and standardized management for the highest efficiency of sports goods under the Internet. According to the research results, the following suggestions were put forward: 1- Assessing the quality of intelligent management of academic sports in universities based on multivariate statistical analysis and regression analysis is an emerging evaluation method expected to be applied in a wider range of educational scenarios. 2- It is suggested that administrators facilitate appropriate procedures for implementing smart management of university sports in the education and competition sectors, and that flexible university structures be used.

Abstract Abstract
The purpose of this research is sociological analysis of the scenarios of the business environment of Isfahan province with the future research approach of 2029 horizon. This research is applicable in terms of purpose, and mixed (qualitative-quantitative) in terms of method. The statistical population of the research includes 17 experts consisting of Isfahan province specialists selected by purposeful sampling. The tools of data collection are interviews and questionnaires. Data analysis was done using Delphi method as well as Scenario Wizard-MICMAC software. Using the mik-mak method, 8 key factors affecting the business environment of Isfahan province up to the horizon of 2029 were extracted, including good governance, stability of laws, international political and non-political interactions, expected inflation, priority of politics over economy, tax system, banking system, expansion and development of virtual space; based on which, 5 scenarios (from the most optimistic to the most pessimistic) have been compiled. The results show that sociological components, along with economic elements, play a decisive role in the future of the business environment in Isfahan province and the decision-making of national and provincial officials. Based on this, it is recommended to rely on good governance, stability of laws, international political and non-political interactions, etc. to provide the necessary platform for improving the business environment of the province. Also, there should be mutual trust in the relations between them. In the field of improving the business environment, it is possible to benefit from educational programs or to use environmentally stimulating advertisements, and the management in different sectors should be based on people's demands.
Introduction
The business environment is one of the indicators that determine the economic status of each country, which can be used to analyze the economic conditions of each country. The more transparent and competitive the business environment in the countries, the more increase in the economic health of the countries and the adoption of favorable policies, which will lead to the improvement of economic indicators. In this regard, examining the status of business indicators, both micro and macro, and explaining the existing challenges can be fruitful in creating and developing the business environment in the country (Nozari, 2017). What is certain is that reforming the business climate and improving the aforementioned indicators in the global arena is not only a positive and fundamental step in the direction of strengthening the private sector's participation in the economy and improving the level of employment and production, but also, definitely, from the perspective of foreign investors are among the most important indicators for entering the host country and a necessary condition for promoting and facilitating the flow of technology entering the country (Masovic, 2018).
Businesses have both economic and social goals. The business environment, development of plans and scenarios related to it, innovation in the production and sale of products or services cause a lot of diversity and transformation in the society and economy of any country, so sociological investigation of the subject is important. And Weber was the first sociologist who answered the question of why successful and innovative businesses flourished in the areas where Protestant ethics and Calvinist spirit prevailed in the book "Protestant Ethics and Spirit of Capitalism" (Nozari, 2017). According to Weber, the success of people in new businesses is the product of specific cultural and social conditions. According to him, social characteristics are the determining factor of entrepreneurial spirit. In other words, the issues and problems of economic development are non-economic.
What can be imagined for the future is that the society will change from a managerial state to an entrepreneurial state. In other words, in future societies, people will make an unprecedented effort to control many educational, economic, cultural and etc. variables (Nazari Sheikh, 2022). Therefore, in this research, the researcher intends to answer the basic question: what is the sociological analysis of the scenarios of the business environment of Isfahan province with the future research approach of 2029 horizon?
Theoretical Framework
Business space
Business environment is a set of policies, legal conditions, institutions, and regulations that govern business activities. Macroeconomic stability, the quality of the country's infrastructure, the quality of executive bodies, the system of making laws and regulations, the cost and the possibility of accessing information and statistics, work culture, and other such factors are among the factors that affect the performance of economic units, while managers of economic units cannot have much influence on them. Inappropriate business environment increases the cost of economic enterprises and causes the loss of investment motivation and also the country's producers lag behind global competitors (Bakhtiari & Shayesteh, 2012).
 Futurology
Futurology is a systematic and collaborative process that provides information about the future and creates medium-term to long-term perspectives, in a way that aims to make decisions and mobilize joint actions. In other words, in future studies, a picture of the future is depicted so that planners can design the way to reach it (Fazli & Gholizadeh, 2020).
Shafaei et al, (2024) investigated the effect of knowledge management on organizational performance considering the mediating variable of business process management. The findings of the research showed that all three hypotheses were confirmed based on the significant values ​​related to the hypotheses. The effect of knowledge management on business process management was 0.742, the effect of knowledge management on organizational performance was 0.422, and the effect of business process management on organizational performance was 0.652. Therefore, the most important proposal of the research is to pay attention to the preservation, sharing and application of knowledge, which is effective both in managing business processes and in increasing the level of organizational performance.
Nazari Sheikh et al, (2022) in his research entitled "Sociological analysis of the effect of cultural components of business on the production-commercial performance of industrial units (Ardebil province)"; which was conducted with the participation of 184 entrepreneurs active in the industrial sector, came to the conclusion that cultural-social components have a positive effect on the production-commercial performance of industrial units. Also, the findings of the research indicated that the components of low power distance, individualism, low uncertainty avoidance, long-term orientation, and masculinity have a positive effect on the production-commercial performance of industrial units.
Research methodology
This research is applicable in terms of purpose, and mixed (qualitative-quantitative) in terms of method. The statistical population of the research includes 17 experts consisting of Isfahan province specialists selected by purposeful sampling. The tools of data collection are interviews and questionnaires.
Research findings
Data analysis was done using Delphi method as well as Scenario Wizard-MICMAC software. Using the mik-mak method, 8 key factors affecting the business environment of Isfahan province up to the horizon of 2029 were extracted, including good governance, stability of laws, international political and non-political interactions, expected inflation, priority of politics over economy, tax system, banking system, expansion and development of virtual space; based on which, 5 scenarios (from the most optimistic to the most pessimistic) have been compiled. The results show that sociological components, along with economic elements, play a decisive role in the future of the business environment in Isfahan province and the decision-making of national and provincial officials. Based on this, it is recommended to rely on good governance, stability of laws, international political and non-political interactions, etc. to provide the necessary platform for improving the business environment of the province. Also, there should be mutual trust in the relations between them. In the field of improving the business environment, it is possible to benefit from educational programs or to use environmentally stimulating advertisements, and the management in different sectors should be based on people's demands.
Conclusion
The current research was carried out with the aim of sociological analysis of the scenarios of the business environment of Isfahan province with the future research approach of 2029 horizon. The results of this research are in agreement with the results of Shafaei et al, (2024), Sahraei & Mafibalani (2023), Nazari Sheikh et al, (2022), Dvorský & Petráková (2021), Soni et al, (2021), Farzin et al, (2020), Safar & Bahram (2019), Shams et al, (2019), Nozari (2017), Zabetpour & Aghajani (2016), Ritter & Pedersen (2019), and Masovic (2018). Shams et al, (2019) showed that elements including the growth of the urban middle class, the large and attractive market of the service sector, the government's support for start-up businesses, the change in lifestyle in Iran and the world, the organizational culture of start-up businesses, and transformation of social problems were identified as social factors (environmental culture or ecology) affecting future businesses.
According to the results of the research, the following suggestions were presented:
 According to the results of the study, 8 factors have been identified as key factors affecting the business environment of the province, based which, 4 scenarios explain the business environment of the province until the horizon of 2029 in a storytelling method.
It is obvious that in the wide range of challenges faced by the rulers and the multitude of possible solutions to improve the business environment, identifying the main factors of changing the business environment will prevent wasting time and national funds.

Abstract Abstract The objective of this research is to develop an innovative model for implementing Artificial Intelligence (AI) in the green marketing of organic products in Iraq, examining the associated opportunities and challenges. Based on its objective, the research methodology is applicable. In terms of execution, it is quantitative; and in terms of nature and method, it is descriptive-correlational. The statistical population comprises customers and stakeholders in the organic product supply chain in Iraq. Sampling was conducted using a simple random method. Considering Morgan’s table and adhering to the sample adequacy criterion, 400 questionnaires were distributed, and ultimately, 390 analyzable questionnaires were collected. A standard questionnaire based on a 5-point Likert scale was used for data collection. Content validity of the instrument was confirmed by specialists and experts. To assess the reliability of the instrument, Cronbach’s alpha and composite reliability methods were employed. Following questionnaire distribution, the instrument’s validity was measured using three methods: construct validity (outer model), convergent validity (AVE), and discriminant validity. The AVE value for all variables must be greater than 0.5. SPSS and PLS software were used for data analysis. Customer engagement has an impact on crisis management, supply chain optimization, and sustainable marketing. Crisis management impacts supply chain optimization. Introduction In recent years, increased awareness of the negative effects of chemical products on health and the environment has led to a significant growth in demand for organic products (Little et al., 2022). Since 1940, the term “organic” has been used in several studies addressing topics related to public health, social issues, food systems, and well-being (Raksha Shenoy et al., 2024). Organic agriculture means cultivating agricultural products and raising livestock without the use of chemical fertilizers, pesticides, and genetically modified organisms or products; and is often considered a healthier and safer option than conventional products (Pouralijan et al., 2021). Organic food refers to natural foods free from any synthetic chemicals, meaning foods that are generally recognized as beneficial for individual health, the environment, and society as a whole (Roseira et al., 2022). Organic agriculture, as one of the most important alternative agricultural systems, is gaining attention for producing healthy food without any chemical substances (Pouralijan et al., 2021). In the last decade, environmental and social concerns have increased, and consumers have become interested in food products with environmental, health, and social characteristics; in other words, sustainable food products (Aqhasafari et al., 2020). Currently, the development of organic agriculture is being promoted worldwide, not just in a specific region, to improve the nutritional health of families (Ayaviri-Nina et al., 2022). Green marketing, as a vital strategy in the marketing world, has been constantly evolving. This evolution stems from growing concerns about environmental sustainability and consumer preferences for environmentally friendly products and services (Sharma, 2021). The goal of companies adopting green marketing practices is to reduce environmental impacts, enhance corporate image, and meet the needs of the green consumer segment (Chen et al., 2020). Artificial Intelligence (AI), as a transformative technology, can play a key role in addressing these challenges. In Iran, the application of AI in marketing is developing, but its primary focus is on digital products and services. However, in the field of green marketing, particularly in the organic industry, this technology has not yet been widely adopted. Studies suggest that AI can increase consumer trust by analyzing consumer behavior, predicting needs, and creating personalized messages (Khalaji, 2022). Iraq, despite its potential in producing organic products, is grappling with infrastructural and security crises and constant economic fluctuations. The main issue is that traditional marketing models are inefficient in this context, and on the other hand, the use of modern technologies like AI also faces serious challenges. Preliminary evidence suggests that, unlike developed markets, digital tools and market machine analyses in Iraq have not yet directly led to sustainable marketing. This deep gap between the “theoretical capabilities of AI” and the “operational realities in the Iraqi market” arises from overlooking mediating variables such as deep customer engagement, management of local crises, and ethical branding in the supply chain. Therefore, the researcher’s concern led to the question: What are the innovative models for implementing AI in the green marketing of organic products in Iraq? Theoretical Foundations Green Marketing In recent years, green marketing has gained attention as a new approach in Iran. According to studies, many consumers pay attention to environmental and health factors, but they still face challenges such as a lack of brand trust and a lack of transparency in verifying the organic nature of products (Aqhasafari et al., 2022). Artificial Intelligence in Marketing Artificial intelligence plays a key role in green marketing; as by analyzing big data, it can identify consumer behavior and predict their needs (Grewal et al., 2020). This technology uses machine learning to detect purchasing patterns related to organic products, reduced energy consumption, and sustainable transportation. AI enhances marketing effectiveness and strengthens consumer trust by creating personalized messages (Kotler, 2019). Andruszkiewicz et al. (2024) investigated the “comparative analysis of the behavior of young generation consumers in Poland and Germany to evaluate the behavior of consumers of this generation in the context of organic food market trends.” The results showed that the COVID pandemic and the war in Ukraine have led to increased social uncertainty and inflation, reducing consumers’ purchasing power. Shampy Kamboj et al. (2023) conducted a study on the “motives for organic food purchase intention.” This research was performed on 294 Indian consumers using a questionnaire. Findings indicated that functional value, quality, social norms, consumer innovativeness, and green trust have the greatest impact on purchase intention. Additionally, health benefits, convenience, and accessibility had a significant influence on consumer choices. Research Methodology This research is applicable in terms of its objective, and descriptive-correlational in its method. The statistical population consists of customers and supply chain actors of organic products in Iraq. Simple random sampling was used, and according to the Morgan table and meeting the sample adequacy criterion (KMO = 0.867), 400 questionnaires were distributed, and finally, 390 analyzable questionnaires were received. A researcher-made questionnaire on a five-point Likert scale was used for data collection. The findings from the Cronbach’s alpha and composite reliability tests to assess the reliability of the research instrument are reported in Table 2. Content validity (expert opinion) was used to examine the validity of the instrument, and its credibility was confirmed. Then, by distributing the questionnaire, the validity of the instrument was measured using three methods: construct validity (outer model), convergent validity (AVE), and discriminant validity. The AVE value for all research variables must be greater than 0.5. To test the research hypotheses, structural equation modeling was employed using the SmartPLS 2 statistical software. Research Findings The research findings indicate that customer engagement is the most crucial driver in strengthening crisis management, optimizing the supply chain, and achieving sustainable marketing. Furthermore, the results confirm that crisis management and ethical branding play significant roles in improving supply chain performance. However, the rejection of other hypotheses suggests that, within the context of this study, variables such as content production and market analysis do not individually have a direct impact on sustainable marketing. Ultimately, it was determined that the primary path to achieving sustainability in this industry necessarily involves deep customer interaction and optimal supply chain management. Discussion and Conclusion The results showed that customer engagement has a positive and significant impact on crisis management. To explain this finding, it can be said that in unstable environments like Iraq, active customer participation serves as a vital source for receiving real-time feedback. These interactions allow organizations to adopt adaptive solutions before crises arising from market instability escalate. This finding aligns with the results of Wut et al. (2021) and Gong et al. (2023), who consider customer participation a determining factor in enhancing organizational resilience and performance sustainability in critical situations. Based on the findings, customer engagement positively impacts supply chain optimization. Given the infrastructural and security challenges in Iraq, data derived from customer engagement replaces secondary data analysis systems and contributes to transparency in demand forecasting. This leads to reduced resource waste and agility in the distribution network. This result supports the studies by Gong et al. (2023), which emphasize the role of stakeholders in improving logistics processes in developing markets. The results indicate a positive impact of customer engagement on sustainable marketing. Deep interaction with organic product consumers in Iraq leads to the formation of loyalty and acceptance of environmental values. In fact, customer engagement facilitates the process of educating and promoting sustainable consumption. This finding is consistent with the results of Wut et al. (2021), who believe that active participation is the foundation for changing consumer behavior towards sustainable patterns. The results showed that content production does not have a significant impact on sustainable marketing. This is mainly due to the weakness of information technology infrastructure and low acceptance of environmental values in current digital platforms in Iraq, where advertising content has not yet been able to bring about deep attitudinal changes in consumers. This result is consistent with the view of Abdullah & Saud (2022), who believe that in transitional societies, the transformation of sustainable marketing requires institutional changes and cannot be achieved solely through technological tools. The findings showed that crisis management has a positive impact on supply chain optimization. Organizations that utilize learning and responsive systems when facing economic or logistical challenges can maintain the sustainability and efficiency of their supply chains in high-risk environments. This finding is consistent with the studies by Araújo et al. (2022) and reinforces the necessity of adopting a proactive crisis management approach to defend supply systems. The results showed that ethical branding has a positive impact on supply chain optimization. Ethical commitment and transparency in business relationships increase trust among stakeholders. In an environment where formal sustainability standards are weak, this branding acts as a substitute for regulatory mechanisms and reduces transaction costs. The results indicate that operational reforms in the supply chain, without cultural backing and national sustainability policies, do not automatically lead to green consumer behavior. This finding aligns with the results of Wortel et al. (2024), who emphasize that sustainability in marketing stems more from social capital and attitudinal shifts at macro levels rather than from technological advancements in the supply chain. Based on the research results, the following practical suggestions are offered: · Utilize digital platforms (social networks, applications, and websites) for quick and transparent communication with customers. · Provide customers with information regarding the origin, production methods, and environmental impacts. · Employ artificial intelligence and blockchain for demand forecasting, inventory management, and waste reduction. · Design integrated policies to increase flexibility and responsiveness during crises. · Continuously evaluate supply chain performance and sustainable marketing. · Use customer feedback to improve processes.

Abstract Abstract The aim of this study is to design a new marketing communication model and its impact on consumer buying behavior in online retail stores. The research method is applicable in terms of its purpose, and quantitative in terms of its implementation method. The statistical population of the research in the ranking section included 10 experienced senior managers and academics, familiar with the concept of marketing and purposeful judgmental sampling; and in the structural equations section, 373 online retail customers were selected using simple random sampling. Data collection was carried out using semi-structured interviews and questionnaires. The ranking and SPSS and Lisrel software were used for data analysis. The results showed that 21 indicators were identified, including store management factors (5 indicators), strengthening the interactive space (5 indicators), media content factors (6 indicators), and competitive intelligence (5 indicators). While confirming the model fit, the results of the structural equation model test show that store management factors with a standard impact coefficient of 0.79, strengthening the interactive space in social media with a standard impact coefficient of 0.94, media content factors with a standard impact coefficient of 0.98, and competitive intelligence with a standard impact coefficient of 0.77 have a positive and significant impact on consumer purchasing behavior. These findings not only help strengthen strategic communications and optimize digital marketing processes, but also show how online stores can use social media and digital content to improve the shopping experience and increase interaction with customers. Introduction With the expansion of the internet in everyday life, businesses are seeking to be present in the digital space and utilize internet marketing to attract and retain customers (Bowden & Mirzaei, 2021). Internet marketing, which is the art and science of selling products and services through digital networks such as the Internet and mobile phones, helps businesses attract their target market and facilitate sales by using appropriate strategies. This type of marketing involves research and analysis to select effective strategies and measure their success. In the Internet space, businesses are able to directly offer their products and services to an unlimited number of customers and even attract prospective customers (Azani, 2020). In today's marketing world, paying attention to consumer behavior has become more important (Akhavan Kharazian & Khajoui, 2019). Unlike traditional methods that focus on finding the right customers for products, consumer behavior marketing focuses on identifying the right products for customers' needs (Balio & Casais, 2021). This approach is based on four main foundations: target market, customer needs, registered market, and profitability. In competitive conditions and dynamic digital environments, marketing communications have changed from one-way to two-way and multi-way, and effective communication with customers has become a key tool for achieving organizational goals. In competitive markets, where products are easily copied, companies must be both listeners and speakers (Nowrozi et al., 2024). Social media, such as Facebook, LinkedIn, Twitter, Instagram, etc., allow users to create personal online pages, connect with their friends, and also exchange content that they have created themselves or obtained from various sources (Wang et al., 2025). As their number of followers increases, social networks are a good place for businesses to engage in marketing activities. Businesses can introduce and market their products and services by taking advantage of new possibilities. As social media continues to gain popularity, marketers are looking for strategies and tactics on how to implement social media in their marketing communication processes. However, a comprehensive and integrated model for social media-based marketing communications is lacking (Panahande et al., 2021). Therefore, the main question of the present study is: what is the new marketing communications model and its impact on consumer purchasing behavior in online retail stores? Theoretical Framework Social Media Social media is a group of “Internet-based applications” based on the technology and idea of ​​the web, which allow users to create and exchange text and content online (Heydari Soumeh & Doroodi, 2022). Marketing Communications As a key process in the business world, marketing communications is the method that companies and individuals use to convey promotional messages related to their products and services to their audiences. These communications consist of various types of persuasive and promotional techniques strategically designed to reach target groups (Boland Parvaz & Ebrahimi, 2017). The impact of new communication patterns on purchasing behavior New communication patterns play a prominent role in consumer purchasing behavior, especially in today’s digital world. Marketing communications carried out through social media and other digital platforms allow brands to communicate directly and effectively with customers. Through targeted advertising messages and creating two-way interactions, brands can greatly influence their customers’ purchasing decisions. This type of communication gives customers the feeling that brands are there for them and respond to their needs, which in turn increases loyalty and positive purchasing decisions (Pourhosseini et al., 2019). Wang et al. (2025) examined the impact of a multi-platform social media strategy on e-commerce sales. It shows that brands that use multi-platform strategies on social media have more sales than brands that focus on a single platform. This is due to the positive effects of message repetition and increased brand awareness. Banisaeed et al. (2025) studied the design of a model of effective marketing capabilities based on communication (case study: National Drilling Company). The results of the study showed that after axial and selective coding and the creation of main and subcategories, six dimensions of effective marketing capabilities based on communication, namely strategic capabilities, operational capabilities, functional capabilities, company's internal capabilities, company's external capabilities, and communications were identified as dimensions of effective marketing capabilities based on communication. Research Methodology The research method is applicable in terms of its purpose, and quantitative in terms of its implementation method. The statistical population of the research in the ranking section included 10 experienced senior managers and academics familiar with the concept of marketing and purposeful judgmental sampling, and in the structural equations section, 373 online retail customers were selected using simple random sampling. Data collection was carried out using semi-structured interviews and questionnaires. Research findings For data analysis, SPSS and Lisrel software were used to rank and analyze the data. The results showed that 21 indicators were identified, including store management factors (5 indicators), enhancing the interactive space (5 indicators), media content factors (6 indicators), and competitive intelligence (5 indicators). The results of the structural equation model test, while confirming the model fit, show that store management factors with a standard impact coefficient of 0.79, strengthening the interactive space in social media with a standard impact coefficient of 0.94, media content factors with a standard impact coefficient of 0.98, and competitive intelligence with a standard impact coefficient of 0.77, have a positive and significant impact on consumer purchasing behavior. These findings not only help strengthen strategic communications and optimize digital marketing processes, but also show how online stores can use social media and digital content to improve the shopping experience and increase interaction with customers. Conclusion The present study was conducted with the aim of designing a new marketing communications model and its impact on consumer purchasing behavior in online retail stores. The results of this study are consistent with the results of Wang et al. (2025), Banisaeed et al. (2025), Roushsndel Arbatani & Jane (2025), Shekari et al. (2025), Ahmad & Juhari (2024), Assarian et al. (2024), Hussain & Chimhundu (2023), Siddiqui et al. (2023), Andervazh et al. (2023), Shobeiri et al. (2022). Wang et al. (2025) showed that brands that use multi-platform strategies on social media have higher sales than brands that focus on a single platform. This is due to the positive effects of message repetition and increased brand awareness. Based on the results of this research, the following recommendations are made: Identify and develop the unique skills of young and creative employees. Use data analysis tools to identify buying patterns and real needs of the audience. This helps to tailor offers and products precisely based on customer needs and conduct regular market research and obtain accurate information about the needs and preferences of the target audience. Use different types of content such as text, images, videos and animations to attract customer attention. Produce quality, accurate and reliable content that responds to customer needs and problems. Use simple and clear language and avoid ambiguity.