Journal of value creating in Business Management

Abstract The purpose of this study is to validate the social media marketing model to influence the purchasing decision-making process of potential customers of residential and commercial buildings. In this study, an attempt has been made to examine and validate the paradigmatic model of social media marketing to influence the purchasing decision of customers, considering the real needs of potential customers of residential and commercial construction projects in the Mashhad metropolis. The research method is applied in terms of purpose and descriptive-survey in terms of nature. The statistical population included customers, citizens, and residents of residential and commercial neighborhoods and complexes in the city of Mashhad. To analyze research data structural equation modeling and PLS software were used. The proposed model was validated by distributing 420 questionnaires among the members of the statistical population. The results of structural equation analysis indicate that the social media marketing model is valid for influencing the purchasing decision-making process of potential customers of residential and commercial buildings. It was also found that the pivotal phenomenon and contextual conditions have a significant impact on strategies, and strategies also play an important role in improving marketing outcomes.

Abstract The purpose of the present study is to validate a model of the factors affecting the improvement of the commercialization of emerging technologies in the PVC industry using structural equation modeling (SEM). In terms of its objective, this research is applied; in terms of implementation, it is quantitative; and in terms of approach, it is classified as sequential exploratory research.The statistical population includes experts and managers مرتبط with the PVC industry who are active in the areas of production, technical operations, research and development, quality control, and senior industrial management. Given that the statistical population was considered unlimited, Cochran’s formula was used, and the sample size was determined to be 384 participants. The sampling method used in this study was simple random sampling.The research data were collected using a researcher-made questionnaire. For data analysis, SPSS and LISREL software were employed. The findings indicate that improved commercialization in this industry is a function of five key components: “technological capabilities and capacities,” “organizational and managerial factors,” “environmental pressures,” “market processes,” and “outcomes and achievements.”The results show that environmental pressures play the strongest inhibiting role when not managed properly, whereas technological capabilities and managerial support are the main drivers of successfully crossing the technology “valley of death.” This model helps managers and policymakers facilitate the path toward the commercial exploitation of innovations in the polymer sector through careful management of these drivers.

Abstract The objective of this study is to develop a model of capital market functioning based on changes in investors’ behavioral patterns and digital transformation.This research is applied and exploratory in terms of purpose and qualitative in terms of methodology.The statistical population of the study consists of 17 financial experts from the Tehran Stock Exchange, who were selected using purposeful sampling.Data were collected through semi-structured interviews.For data analysis, Fuzzy Delphi and Interpretive Structural Modeling (ISM) methods were employed, and the MICMAC software was used.The results indicate that five main components and nineteen sub-dimensions were identified across four levels.The capital market functioning component is positioned at the first level of the ISM graph and represents the most dependent and most influenced component of the model.At the second level, the change in investors’ behavioral patterns component is located, which influences the first-level component and is itself influenced by the lower-level components.At the third level, the components of qualitative and content-related disclosure characteristics and formal and process-oriented disclosure characteristics are positioned; these components affect the higher-level components and are influenced by the lower-level component.At the fourth (final) level, the digital transformation component is located, which is the most influential and dominant component of the model. This component affects all other components of the model.

Abstract The purpose of this study is to investigate the impact of supply chain capabilities and knowledge management capabilities on business performance, with the mediating role of competitive advantage. In terms of purpose, this is an applied research; regarding its methodology, it is a descriptive-survey and causal study, and concerning data analysis, it is correlational. The statistical population consists of 600 managers and employees from the financial, marketing, R&D, distribution, and IT departments, as well as suppliers in the procurement sections of top-tier chain stores in Mashhad, Iran (including Shahr-e-Ma, Refah, Ofogh Kourosh, Hyperme, Ba-Ma, and Etka). Based on the Morgan table, the sample size was estimated at 234; ultimately, 215 questionnaires were completed and returned. The sampling method is non-probability convenience sampling. The data collection instrument is a questionnaire, and Structural Equation Modeling (SEM) using SPSS and AMOS software was employed for data analysis. The research findings indicate that supply chain capabilities significantly influence competitive advantage and business performance, and knowledge management capabilities also have a significant effect on competitive advantage and business performance. Furthermore, competitive advantage mediates the impact of supply chain capabilities and knowledge management capabilities on business performance.

Abstract The purpose of this study is to hierarchically structure (level) the factors of the performance budgeting model for actor-network–based management, adopting a mixed-methods approach. In terms of purpose, the research is applied, and in terms of methodology it is descriptive–exploratory; in terms of implementation, it follows a mixed-method design. The statistical population consists of 20 academic and executive experts in the fields of public budgeting and management accounting, who were selected using purposive sampling. Data were collected through semi-structured interviews. Participants were chosen purposively based on criteria such as scholarly background and professional experience in performance budgeting.For data analysis, open, axial, and selective coding were employed using MAXQDA 24, and the DEMATEL technique was used to examine the cause–effect relationships among categories. The results indicated that the study categories include: governance and strategic orientation, indicator system and performance measurement, performance information and data system, information technology infrastructure, monitoring and transparency system, human actors, non-human actors, and outcomes (financial resource management). DEMATEL results showed that the monitoring and transparency system had the highest influencing power, whereas the indicator system and performance measurement exhibited the highest degree of being influenced. The findings can serve as guidance for policymakers and managers in designing and implementing efficient performance budgeting systems.

Abstract The aim of this study is to develop a model for foresight in emerging accounting technologies based on artificial intelligence. In terms of its purpose, the research is applied, and in terms of implementation, it adopts a mixed-methods design (qualitative-quantitative). The qualitative phase of the study involved 12 experts and specialists in finance and accounting, who were selected through snowball sampling. The quantitative phase included 215 financial managers and senior accountants. Data were collected through semi-structured interviews and questionnaires. In the qualitative phase, data were analyzed using coding procedures and ATLAS.ti software, while in the quantitative phase, SPSS and PLS software were used.The qualitative findings showed that the study comprised the following categories: 1) contextual conditions (sustainability and efficiency in AI implementation) with 8 subcomponents, 2) causal conditions (digital transformation and innovation in accounting) with 14 subcomponents, 3) intervening conditions (challenges and ethical and professional consequences of digital transformation in auditing and accounting) with 16 subcomponents, 4) strategies with 7 subcomponents, 5) consequences with 14 subcomponents, and 6) core category with 2 subcomponents. The quantitative results indicated that the variables of contextual conditions, causal conditions, intervening conditions, core category, strategies, and consequences were sufficiently normally distributed. The findings also showed that all research hypotheses were supported and that the proposed model had an acceptable fit.

Abstract The present study aims to identify the antecedents, components, and consequences of smart home technology adoption in Iraq. This research is applied in purpose and descriptive‑exploratory in terms of nature and methodology. The statistical population consists of 15 key experts and specialists in the field of technology as well as distributors located in major cities of Iraq, selected through purposive snowball sampling. Data were collected using semi‑structured interviews. The data analysis was conducted using thematic analysis, which ultimately led to the development of a three‑tier thematic network.The findings indicate that the model of smart home adoption in Iraq is strongly influenced by local contextual factors. In the domain of antecedents (barriers), electricity instability and infrastructural challenges (93.3%) and high initial cost (86.7%) were identified as the strongest obstacles. In the domain of components (drivers), locally perceived usefulness in electricity management and stability (80%) and trust in local importers and after‑sales services (73.3%) emerged as the most critical determinants of adoption, effectively substituting the traditional construct of perceived ease of use.Finally, the most significant outcomes of adoption were reduced operational costs and energy savings (86.7%), followed by gaining social credibility and prestige (60%). This study proposes a localized technology adoption model that emphasizes “survival‑oriented usefulness” (overcoming infrastructural deficiencies) and “perceived risk reduction” (through local warranties), rather than comfort or ease of use.

Abstract The purpose of this study is to present an intelligent model for the sustainable utilization of cultural heritage, with a focus on the creative economy and AI-driven museology. In terms of purpose, this research is applied, and regarding the methodology, it is quantitative. The statistical population consists of employees of the Ministry of Cultural Heritage, Tourism, and Handicrafts, numbering approximately 1,500 individuals. The sample size was estimated at 305 based on Cochran’s formula, and sampling was conducted using stratified and convenience methods. Data collection was performed using a researcher-made questionnaire. Following data collection, statistical analysis was conducted at two levels: descriptive analysis (using indices such as frequency, percentage, and mean) and inferential analysis (confirmatory factor analysis), utilizing SPSS 22, Lisrel 8.54, and Excel. The significance of the coefficients and parameters obtained for the dimensions of the intelligent model for sustainable utilization of cultural heritage, based on the creative economy and AI-driven museology, confirmed that all coefficients are significant. The findings from the dimension analysis indicate that among the components of the intelligent model, the dimension of “Expanding Digital Museology” holds the highest contribution (0.94), while the dimension of “Creating Innovation and Creativity in Tourism” holds the lowest contribution (0.73) in explaining the model for the sustainable utilization of cultural heritage based on the creative economy and AI-driven museology.

Abstract The aim of this study is to identify the dimensions of customer misbehavior and its costs in the banking industry. The research method is applicable with a phenomenological approach in terms of its purpose, and qualitative in terms of its implementation method. The statistical population of the study includes 21 bank frontline employees in Tehran. The sample size was carried out with a purposive sampling method and the interviews continued until theoretical saturation. Semi-structured interviews were used to collect information. Coding and content analysis method using Maxqda software were used to analyze the data. The research findings include four overarching themes and eleven organizing themes. The theme of customer misbehavior consists of two sub-themes of non-communicational misbehavior and communicational misbehavior, and the costs of misbehavior include three overarching themes: supervisor response, short-term response, and long-term response of employees. Short-term response consists of two sub-themes of physiological and behavioral response and emotional response; the supervisor's response consists of two themes: punitive response and supportive response towards employees; and long-term responses consist of five sub-themes: individual success analysis, personality analysis, emotional analysis, intention to leave the job, and job stress. The coding validation and research findings were supported by positive feedback from participants. Therefore, customer misbehavior imposes costs on banks and involves service employees in various harms and unproductive behaviors.
Introduction
Service companies predominantly adopt customer-oriented service philosophies. In the service industry based on these philosophies, the role of customer-contact employees who provide the main service has been emphasized; however, these employees are exposed to a variety of stresses arising from unpredictable situations (Hwang et al., 2021). While misbehavior does occur, insights based on employee management view employees as responsible for a set of misbehaviors aimed at disrupting transactional and organizational activities, while the organization and employees are the victims of such events. This focus is in stark contrast to customer-focused research that highlights deviant customer activities. Such studies show that customers routinely misbehave during transactions (Harris & Daunt, 2013).
The service encounter is the point at which customers and employees interact, and these interactions can be positive or negative. The popular belief that “the customer is always right” is flawed because customers often engage in unfair behaviors that reveal the darker side of marketing. Service sectors such as restaurants, banks, airlines, theme parks, and hotels require frequent customer-employee interactions (Nawaz & Khan, 2024). Service management researchers and practitioners emphasize the importance of supporting employees who interact socially with customers. Although social support is vital for everyone in any organization, it is even more beneficial for customer-facing employees in the service industry, as they act as “front-line workers” and strive to meet both organizational and customer expectations simultaneously. Although a large number of studies related to social support have provided evidence of a negative effect, the function of social support in moderating these adverse effects remains controversial (Hwang et al., 2021). Consumer misconduct remains a vast area of ​​investigation and study. In other words, while it is widely accepted that consumer misconduct is a pervasive and potentially damaging phenomenon that can negatively impact the customer experience and that controlling such behavior is crucial, it is understudied and its aspects are still hidden. Given the simultaneous importance of external customers (service recipients) and internal customers (service provider human resources), it is essential for organizations and the adoption of an appropriate customer-centric strategy to identify the costs of customer misconduct in banks so that bank management can understand the consequences of customer misconduct and plan to control customer behavior and reduce its negative consequences on the organization's human resources. Therefore, the main research question is: What are the dimensions of customer misconduct and its costs in the banking industry?
Theoretical Framework
Customer Deviant Behaviors
Inappropriate consumer behavior is often a dark and negative aspect such as theft, queue jumping, vandalism, frivolous complaints, fraudulent behavior, verbal and physical abuse of employees and other customers, and misuse of company resources. People who exhibit such behavior are called "G customers", problem customers, and ineffective customers, and the behavior they exhibit is called deviance (Xiao et al., 2022).
Motives for Customer Misbehavior
Previous research has shown that customers have different motivations for engaging in misconduct. Some individuals engage in vandalism and others engage in abuse, such as teenagers or young adults. Most of these deviant behaviors may be infrequent, but nearly all consumers engage in some form of deviant behavior, and thus consumer misconduct is often overlooked and severely underreported in crime statistics (Dootson et al., 2017).
Employee Emotional Exhaustion
Emotional exhaustion refers to “a feeling of emotional overextension and a depletion of one’s emotional resources.” The World Health Organization has included burnout as an occupational phenomenon in the 11th edition of the International Classification of Diseases. In this classification, burnout is considered a syndrome resulting from chronic workplace stress that has not been successfully managed. This syndrome is characterized by three dimensions: (1) a feeling of reduced energy or exhaustion, (2) an increase in mental distance from work, or a feeling of negativity or pessimism related to work, and (3) a decrease in professional performance (Gaspar et al., 2024).
Bay & Arvand (2024) investigated the effect of customer mistreatment on the helping behaviors of sports club employees with the mediating role of job self-efficacy. It shows the negative effect of customer mistreatment on the job self-efficacy of employees. Also, customer mistreatment leads to a negative effect on the helping behaviors of employees. On the other hand, the indirect effect of job self-efficacy is significant in the relationship between customer mistreatment on the helping behaviors of employees.
Zhao et al. (2024) in examining the effect of customer misbehavior on work-family conflict and employee withdrawal behaviors, indicates the effect of customer misbehavior on work-family conflict and withdrawal behaviors, which supports the mediating role of rumination and moderates peer support processes.
Research Methodology
The research method is applicable with a phenomenological approach in terms of its purpose, and qualitative in terms of its implementation method. The statistical population of the research includes 21 bank front-line employees in Tehran. The sample size was determined using purposive sampling and the interviews continued until theoretical saturation was achieved. Semi-structured interviews were used to collect information.
Research Findings
Coding and thematic analysis method using Maxqda software were used to analyze the data. The research findings include four overarching themes and eleven organizing themes. The theme of customer mistreatment consists of two sub-themes of non-communicational mistreatment and communicational mistreatment, and the costs of mistreatment include three overarching themes: supervisor response, short-term response, and long-term employee response. Short-term response consists of two sub-themes of physiological and behavioral response, and emotional response; supervisor response consists of two themes of punitive response and supportive response toward employees, and long-term responses consist of five sub-themes: individual success analysis, personality analysis, emotional analysis, intention to leave, and job stress. The validation of coding and research findings was supported by positive feedback from participants. Therefore, customer mistreatment imposes costs on banks and involves service employees in various harms and unproductive behaviors.
Conclusion
The present study was conducted with the aim of designing a model of customer mistreatment and apology in the banking services industry. The results of this study are consistent with the research of Bay & Arvand (2024), Zhao et al. (2024), Nawaz & Khan (2023), Gillison et al. (2023), Jalili et al. (2023), Sharafi & Shahoseini (2023), Salari (2020), Xiao et al. (2022), Hwang et al. (2023), and Bhattacharjee & Purohit (2023). Gillison et al (2023) showed that the perceived frequency of customer violations, concerns about customer mistreatment, and concerns about enforcing rules with these customers increase employee burnout. Customer-induced burnout reduces organizational commitment and increases turnover intention.
According to the results of this study, the following suggestion is made:
Since perceived supervisor support can reduce employees' negative feelings caused by customer misbehavior, managers should understand and use the importance of supervisor support and take positive and effective measures to strengthen employees' perceived supervisor support. On the other hand, bank frontline employees are suggested to practice and focus on the ability to effectively cope and resolve the pressure caused by customer misbehavior and the negative emotional effects caused by it.

Abstract The aim of this study is to present a model to investigate habit formation in purchasing life insurance in Iran. The present study is applicable in terms of its purpose, and descriptive in terms of its nature and method. The statistical population of it includes all the activists in the insurance industry in Iran. The method and sample size in determining the appropriate degree of the proposed model was also carried out by the available sampling method with 35 experts. The collection tool in this study includes a researcher-made questionnaire derived from the qualitative method, which includes 4 areas of economic factors, non-economic factors, factors affecting customer withdrawal, and long-term factors affecting life insurance demand. SPSS software was used to analyze the findings, and structural equations and LISREL software were used to fit the model. The research findings showed that the statistical value of the previous year's insurance demand variable was measured significantly, so it can be stated that the hypothesis of habit formation in purchasing life insurance using the conditional variance heteroscedasticity multivariate autoregression approach has a significant effect. In addition, other variables have a direct and significant relationship with life insurance demand.
Introduction
The three institutions of banks, insurance, and stock exchanges are of particular importance in providing financial resources for investments. The insurance industry is one of the most important pillars of the economic development of countries. By reviewing the contribution of the insurance industry in the economy of developed countries, it can be seen that insurance has a greater and more significant role and importance compared to other services (Babaei, 2020). The role of the insurance industry in financial markets appears in three ways. First, the effect that this industry can exert on other financial markets, which is usually used as a support to reduce investment risk. Its second role is to collect and provide financial resources using insurance operations, and finally, the role of the insurance industry in indirect or direct investment. Direct investment of the insurance industry in the country's economic activities is its most important role. In the role of risk coverage, insurance companies act like a cooperative fund. In other words, they act to pay for the losses incurred from the collected resources. But in the role of financial inputs, insurance acts as a capital supply fund that seeks to maximize profits like an economic enterprise (Haris et al., 2019). For this reason, it is tried to maintain an appropriate combination of insurance types in order to achieve the goals. One type of insurance policy that is significantly attractive in the composition of the insurance sales portfolio is life insurance. In selling life insurance, insurance companies use the funds of policyholders that they have in the form of technical reserves as a profitable asset and invest in appropriate economic activities. The features of this insurance policy such as low loss ratio, long-term commitments, and short-term and continuous resource provision, have made insurance companies advocate this type of insurance, unlike third-party and medical insurance. For this reason, the factors that affect its sales are of interest to insurance companies. In addition to economic variables, these factors also include non-economic ones. In fact, insurance companies are interested in developing their activities in this area by being aware of the decision-making model of life insurance buyers (Moore & Young, 2020(.
Studying the effect of each of these factors will play a key role in developing life insurance sales for insurance companies. Recognizing this issue, sellers should think about developing the insurance network by understanding the psychological issues of policyholders as life insurance buyers. The development of the insurance industry, especially life insurance, as mentioned at the beginning, will play a significant role in the economic development of the country. Therefore, the researcher is trying to address the question: what is the appropriate model for examining the formation of the habit of buying life insurance in Iran?
Theoretical Framework
Life Insurance
Insurance is a contract that transfers an imminent risk that may occur to an individual's property, activity, or life to the insurance company in order to compensate for the material loss caused by the risk (Karimi & Zaghian, 2020). Life insurance is one of the most important fields of personal insurance. Legally, life insurance is a contract under which the insurer undertakes, in return for receiving a premium, to pay an amount (capital or annuity) to the policyholder or a third party designated by him in the event of the insured's death or survival at a certain time (Ahmadi et al., 2021).
Amari Allahyari et al., (2024) examined the relationships between service quality dimensions and the intention to purchase life insurance policies. The results obtained show that service quality plays a vital role in increasing customer satisfaction and improving organizational performance. The findings show that life insurance representatives with problem-solving and helpfulness skills can increase customers' willingness to purchase life insurance products. This research emphasizes that high service quality is a key competitive advantage in the life insurance market and must be aligned with organizational goals.
Li et al., (2021) examined the demand for non-life insurance under habit formation by presenting a dynamic model for the optimal consumption of non-life insurance according to past weighted average consumption. In their study, habit is divided into two types: internal and external. Internal habit is influenced by the discussion of risk aversion, and external habit is influenced by the discussion of false comparison to others and the comparison of different investment options, including stocks.
Research Methodology
The present study is applicable in terms of purpose, and descriptive in terms of nature and method. The statistical population of the present study includes all activists in the insurance industry in Iran. The method and sample size in determining the appropriate degree of the proposed model were also carried out as a available sampling method for 35 experts. The collection tool in this study includes a researcher-made questionnaire derived from a qualitative method, which includes 4 areas of economic factors, non-economic factors, factors affecting customer withdrawal, and long-term factors affecting life insurance demand.
Research Findings
SPSS software was used to analyze the findings and the model was fitted using structural equations and LISREL software. The research findings showed that the statistical value of the previous year's insurance demand variable was significantly measured, so it can be stated that the hypothesis of habit formation in life insurance purchase using the conditional variance heteroscedasticity multivariate autoregression approach has a significant effect. In addition, other variables have a direct and significant relationship with life insurance demand.
Conclusion
The present study was conducted with the aim of providing a model to investigate habit formation in life insurance purchase in Iran. The results of this study are consistent with the results of Amari Allahyari et al., (2024), Li et al., (2021), Ahmadi et al., (2021), Ghasemi Aghdami et al., (2021), Karimi & Zaghian (2020), Abdolsalam (2021), and Tan et al., (2018). Amari Allahyari et al., (2024) showed that service quality plays a vital role in increasing customer satisfaction and improving organizational performance. The findings show that life insurance representatives with problem-solving and helpfulness skills can increase customers' willingness to purchase life insurance products. This study emphasizes that high service quality is a key competitive advantage in the life insurance market and should be aligned with organizational goals.
Based on the present study, the following suggestions are made:
•Reforming the organizational structure of the investment unit.
•Reforming the regulations related to the investment limit of life financial resources.
•Using experimental advertising by insurance companies in order to confirm the habit formation hypothesis.
•Insurance companies can design optimal strategies in line with customer demand for life insurance by measuring factors related to monitoring and controlling the organization's internal processes and employing expert personnel at different levels.

Abstract The aim of the present study is to identify and explain the dimensions and components of crisis communication in the context of social media (case study: Tax Affairs Organization). The present study is applicable-developmental in terms of its purpose, and is a mixed research (qualitative-quantitative) and exploratory type. The statistical population of the study includes 25 university professors and experts from the Tax Affairs Organization, selected by the purposive sampling method, and the statistical population of the quantitative section includes 131 managers and experts from the Tax Affairs Organization. The sample size was selected by the Cochran method and simple random sampling method. The data collection tool is a semi-structured interview and a questionnaire. To analyze the findings in the qualitative stage, the theme analysis method was employed to identify dimensions and components; and in the quantitative section, the confirmatory factor analysis method was employed; and the Smart PLS software was employed to measure and validate the findings of the qualitative section. Based on the findings, all the identified variables were confirmed. The results of the study showed that the development of crisis communication by utilizing the capacity of social media is a complex and multidimensional phenomenon that, if carried out scientifically and systematically, provides numerous benefits and advantages for government organizations.
Introduction
In an era characterized by rapid globalization, interconnectedness, and technological advancement, crisis management has become a complex and multifaceted challenge (Mundottukandi, et al., 2024). Organizations and individuals alike are faced with a multitude of crises, from natural disasters and pandemics to cyberattacks and political unrest (Wang et al., 2022). Hence, the ability to effectively respond to such crises and recover from them has become a major concern. Therefore, this issue has prompted exploration of how to use social media and identify various factors that can enhance resilience in crisis management (Gaspar et al., 2021). Also, in today’s rapidly changing world, effective communication is essential, especially in crises such as natural disasters or health emergencies. Of course, not all crises are created equal, and some cause more damage to organizations and provoke stronger emotional responses from stakeholders (Coombs & Tachkova, 2024).
Crises are significant threats that can affect an organization’s reputation and its interactions with stakeholders. According to Ian Rowe, crisis communication management is one of the most critical decisions an organization can make. (Coombs, 2022). Heath (2010) emphasizes the urgency of preventing, mitigating, and responding effectively to crises to protect stakeholders and reputation. Also, much research on crises focuses on the external crisis response and communication strategies organizations use to maintain their image or reputation among stakeholders (Mohamad et al, 2022).
The media in general, and especially in times of crises and disasters, have a general responsibility by highlighting the most important issues of societies. In this regard, people believe that new media are much more effective than traditional media in pursuing people's rights issues (Aldamen, 2023). Social media also plays a great responsibility and an important role; especially with the increase in the use of social media in the modern era, which has increased the need for rapid information transfer and interactive interaction between people. In times of disaster, the tendency to turn to social media as a source of news has increased sharply (Mitcham et al, 2021). According to Mavrodieva & Shaw (2021), the role of social media in disaster response and recovery has become increasingly prominent in the past decade. However, how social media can be used for effective communication in times of crisis is an issue with many dimensions and angles unknown. The aim of the present study is to identify and explain the dimensions and components of organizational crisis communication in the context of social media in the Tax Affairs Organization. Also, the research problem is to answer the question: What are the dimensions and components of organizational crisis communication in the context of social media in the Tax Affairs Organization?
Theoretical Framework
Internal Crisis Communication
Internal crisis communication involves maintaining the quality of communication in negative conditions under adverse conditions, strengthening trust and ensuring two-way communication with all internal stakeholders (Adamu & Mohamad, 2019). In another definition, internal crisis communication is described as the interaction between managers and employees before, during and after a crisis, and it is emphasized that effective crisis communication creates organizational trust and increases reputation (Heide & Simonsson, 2019).
Mahdavipour (2025) examined the design of a comprehensive model for crisis communication in Ilam Municipality based on a strategic and executive approach. The results of the study show that the lack of a coherent structure for horizontal and vertical communication, the weakness in using new information technologies, the lack of clear instructions for rapid and accurate information, and the lack of continuous training for employees have reduced the effectiveness of crisis management in Ilam Municipality. Also, inconsistent communication with the media, weak citizen participation, and the lack of formal communication channels with cooperating executive agencies affect the speed of response to crises. Accordingly, the proposed research model includes five key components: (1) establishing a crisis communication unit in the municipal organizational structure with a clear job description; (2) establishing digital information systems (applications, SMS systems, crisis portals, etc.) for rapid exchange of information with employees and citizens; (3) developing integrated communication guidelines for internal and external organizations; (4) creating an active network of local experts and volunteers to facilitate the transmission of messages and reduce rumors; and (5) designing and implementing training courses and crisis simulation exercises to improve the communication skills of employees and managers. The results of the proposed model indicate increased coordination between different departments of the municipality, facilitating inter-institutional cooperation, promoting public trust, and improving rapid response in the face of potential crises.
Hamid et al. (2024) examined the antecedents and consequences of internal crisis communication. Based on the findings, the impact of three drivers including safety culture, work participation and leadership effectiveness on two outcomes including perceived organizational performance and employee commitment was confirmed.
Research Methodology
The present study is applicable-developmental in terms of purpose, and is a mixed research (qualitative-quantitative) and exploratory. The statistical population of the study includes 25 university professors and experts from the Tax Affairs Organization, selected by purposive sampling method, and the statistical population of the quantitative section includes 131 managers and experts from the Tax Affairs Organization, selected by the Cochran method and simple random sampling method. The data collection tool is a semi-structured interview and a questionnaire.
Research Findings
To analyze the findings in the qualitative stage, the theme analysis method was applied to identify dimensions and components; and in the quantitative section, the confirmatory factor analysis method was applied; and the Smart PLS software was applied to measure and validate the findings of the qualitative section. Based on the findings, all identified variables were confirmed. The results of the study showed that the development of crisis communication by utilizing the capacity of social media is a complex and multidimensional phenomenon that, if carried out scientifically and systematically, provides numerous benefits and advantages for government organizations.
Conclusion
The present study was conducted with the aim of identifying and explaining the dimensions and components of crisis communication in the context of social media (case study: Tax Affairs Organization). These results are consistent with the results of the research of Mahdavipour (2025), Hamid et al. (2024), Özdemir (2024), Mundottukandi et al. (2024), Abdi et al. (2023), Hasan Nangir et al. (2023), Kohi rastemi & jahani far (2022), Kwok et al. (2021), Sanaeipour & Rastegar (2020). Mahdavipour (2025) showed that the lack of a coherent structure for horizontal and vertical communications, the weakness in using modern information technologies, the lack of clear guidelines for rapid and accurate information, and the lack of continuous training for employees have reduced the effectiveness of crisis management in Ilam Municipality. Also, inconsistent communication with the media, weakness in citizen participation, and the lack of official communication channels with cooperating executive agencies affect the speed of response to crises.
According to the results of the study, it is suggested that government organizations should take advantage of the capacity of social media to have a more appropriate performance in crisis communications, which will create valuable benefits for them.

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 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 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.

Abstract The aim of the present study is to design a consumer behavior model of pregnant mothers in choosing a specialist doctor. 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 study in the qualitative part includes 20 pregnant mothers from the middle and upper classes of Mashhad, experienced their first pregnancy, selected by snowball sampling method. The quantitative statistical population includes 384 pregnant mothers selected as samples by a purposive and judgmental sampling method. Data collection in the qualitative part was carried out through semi-structured interviews and in the quantitative part, a researcher-made questionnaire. For analysis in the qualitative part, phenomenological analysis with a Claise approach was used for text data analysis, and in the quantitative part, SPSS and Lisrel software were used. The results of the qualitative part of the research showed that 45 codes were identified in the form of 18 sub-themes and 9 themes, which include the characteristics of the gynecologist, introducing friends and acquaintances, dynamism at work, having hardware and equipment, insurance and salary laws, physician up-to-dateness, criterion-centeredness, gaining positive relationships with patients, and development-centeredness. The results of the quantitative part showed that the personal characteristics of the physician affect the consumer behavior of pregnant mothers in choosing a gynecologist. The way the physician provides medical services affects the consumer behavior of pregnant mothers in choosing a gynecologist. The characteristics of the relationship between the physician and the patient affect the consumer behavior of pregnant mothers in choosing a gynecologist.
Introduction
The concept of mental involvement plays an important role in interpreting today's consumer behavior. Evidence of this claim is numerous studies that have examined the relationship between purchasing and consumption decisions and consumer mental involvement. The importance of examining the concept of mental engagement lies in its function as a motivational force that can describe different stages in the consumer decision-making process, such as the extent of information search, the duration of the decision-making process, the formation of beliefs, attitudes, and opinions, as well as behavioral consequences such as different search behaviors, brand switching, brand commitment, brand loyalty, repeated product use, and shopping enjoyment (Vazgazi Doost & Memarian, 2014). Information seeking behavior is a set of activities that an individual performs to satisfy his or her information needs. The type of information and cognitive need that an individual obtains from his or her information needs affects his or her search methods, or in other words, his or her information seeking behavior. One of the most important information needs of individuals in everyday life is information needs related to health (Amanda et al., 2021).
The set of activities that are carried out to meet these types of needs is known as health information seeking behavior. Acquiring information seeking skills in the field of health, also referred to as health information seeking behavior, is considered one of the important skills in the field of searching and retrieving useful health information. Health information seeking behavior is the purposeful behavior of individuals to satisfy health information needs and indicates how they search, find, and use information related to diseases. Much research has been conducted in order to understand the information needs in the field of health and the health information seeking behaviors of individuals. Over the past 2 decades, research related to health information seeking behavior has been pursued in several areas related to health. Among the important research areas in the field of health are issues related to women, pregnancy, and related fields. In this regard, research has been conducted in the field of health information seeking behaviors and health information needs related to pregnancy, most of which have been conducted in Western countries (Seyyed Hossini et al., 2022). Pregnancy is the most sensitive and important stage of women's lives. Although it is a natural condition, pregnancy is considered a vulnerable and stressful period in a woman's life. An experienced obstetrician and gynecologist plays an important role in the lives of women, especially pregnant mothers, especially when the pregnant mother is expecting the birth of her child in the last days of this sensitive period. In fact, in such circumstances, the obstetrician and gynecologist can help the pregnant mother in family planning and provide appropriate ways to diagnose her body's diseases, treat them, and many other problems (Fischer et al., 2015). Therefore, this study seeks to answer the question: What is the consumer behavior pattern of pregnant mothers in choosing a specialist doctor?
Theoretical framework
Pregnancy
Pregnancy is a natural phenomenon, and the various changes that occur in all body parts are intended to adapt and prepare the mother's body for pregnancy so that the fetus grows well in the mother's womb, the mother passes the 9-month pregnancy period safely, and gives birth to a healthy fetus (Foraty et al., 2019).
Information-seeking behavior
Health information-seeking behavior is the purposeful behavior of individuals to satisfy their health information needs and indicates how they search, find, and use information related to diseases (Jung, 2014).
Consumer behavior
The customer's perception of the ease of using services affects the customer's overall evaluation of the services, as well as their satisfaction, service value, understanding, trust, and loyalty. The importance of each dimension of ease of use of services in different types of services varies according to the type and taste of the customer. Customers who value saving time place greater importance on ease of use of services. Service providers also aim to increase the positive output that the customer receives. One of these positive outcomes is satisfaction. It can be said that there is a positive relationship between customer satisfaction and behavioral intentions (Ahmadi, 2018).
Consumer Lived Experience
The lived experience originates from the phenomenological concept and is rooted in the active approach to cognition. As such, the active and passive lived experience appears to be holistic, complex in timing, and somewhat pre-reflexive (Dieumegard et al., 2022(.
The lived experience of pregnant mothers
Adapting skills appropriate to the needs of clients to receive health care in an economically viable way is an important tool to achieve these goals. In the field of healthy reproductive care, ensuring, maintaining and promoting maternal health during pre-pregnancy, pregnancy, reducing infant and maternal mortality, identifying high-risk cases and paying special attention to them, predicting and preventing pregnancy complications, and preparing parents for childbirth are important goals of care provided to mothers (Homer et al., 2019).
Johnson et al. (2021) examined important criteria in choosing a gynecologist among Lebanese women. The results showed that key factors in choosing a doctor included the quality of consultation (such as professionalism, empathy, communication skills), the doctor's reputation (recommendation from others, presence in the media), ease of access (proximity to the office, reasonable cost), the doctor's educational background and experience, physical characteristics (gender, appearance, office design), and preference for a female doctor. Also, multivariate analyses showed that the demographic characteristics of the patients affected the importance of these factors.
Safaei et al. (2022) investigated the identification of the components of patient trust in the doctor and understood how to improve patients' "trust" in doctors. The results of this study showed that patient trust in the doctor is a complex, two-way relationship influenced by a variety of components. According to the findings of this study, the trust-building factors of the patient-doctor relationship were classified into three macro-levels (social-cultural), intermediate level (legal-moral), and micro-level (professional-specialized, individual-psychological). In addition, the subcategories or subcomponents of this study include "social trust, social satisfaction, cultural education, management and treatment environment, legal rights, ethical principles, treatment and health facilities, confidentiality, scientific ethics, legal rights, ethical principles, professional commitment to confidentiality, clinical-specialized knowledge, verbal-communication skills, credibility, patient awareness and treatment experience, and demographic variables."
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 study in the qualitative section includes 20 pregnant mothers from the middle and upper classes of Mashhad experienced their first pregnancy, by snowball sampling method. The quantitative statistical population includes 384 pregnant mothers selected as samples using purposive and judgmental sampling methods. Data collection in the qualitative section was carried out through semi-structured interviews and in the quantitative section, a researcher-made questionnaire.
Research findings
For the qualitative analysis, phenomenological analysis with the Claise approach was used to analyze textual data, and for the quantitative part, SPSS and Lisrel software were used. The results of the qualitative research showed that 45 codes were identified in the form of 18 sub-themes and 9 themes, which include the characteristics of a gynecologist, introducing friends and acquaintances, dynamism at work, having hardware and equipment, insurance and salary laws, physician up-to-dateness, criterion-centeredness, establishing positive relationships with patients, and development-centeredness. The results of the quantitative research showed that the personal characteristics of the physician affect the consumer behavior of pregnant mothers in choosing a gynecologist. The way the physician provides medical services affects the consumer behavior of pregnant mothers in choosing a gynecologist. The characteristics of the relationship between the physician and the patient affect the consumer behavior of pregnant mothers in choosing a gynecologist.
Conclusion
The present study was conducted with the aim of designing a consumer behavior model of pregnant mothers in choosing a specialist physician. The results of this study are consistent with the results of Hosseini et al. (2022), Siavoshi et al. (2022), Mohammadi & Didekhani (2023), Akbarilakeh & Shouaybi (2021), Kohbor et al, (2021), Foraty et al. (2020), Hajifoghaha et al. (2019), Anjarani et al. (2023), and Shen et al. (2022).
Najmabadi et al. (2025) showed that artificial intelligence technology can pave the way for the development of cognitive, emotional and social skills in learners by providing smart learning environments, content personalization, the possibility of rapid feedback and strengthening teacher-student interaction. On the other hand, challenges such as the lack of appropriate infrastructure in many schools, inequality in access to technology, weak technical knowledge of teachers, ethical concerns in collecting and analyzing personal data, and lack of localized educational resources are considered obstacles to the effective use of this capacity. The prospective analysis of this article indicates that artificial intelligence if properly managed, developing ethical frameworks, and empowering human resources, can play a role as a powerful tool in improving the quality of skill-based education.
Considering the results obtained, it is suggested that attention be paid to the aspects, dimensions, and type of participation of gynecologists in creating consumer behavior of pregnant mothers in choosing a doctor.

Abstract The aim of this study is to identify customer credit risk factors in public and private banks. The research method is applicable in terms of purpose, and mixed implementation method (qualitative-quantitative). The statistical population includes 5 experts in the field of banking, selected through purposeful and accessible sampling. The data collection tool is a semi-structured interview and a matrix questionnaire for ranking and evaluating indicators. Using structural analysis and systematic modeling methods, data related to bank customers' credit risk was collected and analyzed. First, the dimensions and indicators affecting credit risk were identified and then pairwise comparisons were performed using the Delphi method and expert opinions. In the next stage, the effectiveness and impact of the variables were determined using the MICMAC method and the variables were categorized into one of four groups based on influence and dependence: autonomous, dependent, linked, and key. The results showed that variables such as employment and stable income, adequate housing, and fair distribution of infrastructure facilities and services were identified as key and effective variables in reducing credit risk. Also, variables such as external conditions and type of activity were included in the group of dependent and independent variables. This research can help bank managers and policymakers in improving credit risk assessment methods and making appropriate decisions.
Introduction
In recent years, the discussion of risk and its management has always been considered in financial and banking terms. Risk can be raised in any field. One of the most important of these fields is banks, because banks, on one hand, collect people's deposits and, on the other hand, use these resources to perform banking operations. Therefore, due to the continuous changes in environmental factors and economic systems, different risks always affect the financial structure of banks every day. In the meantime, the Islamic banking and finance system, given its specific characteristics, is also faced with risks whose identification and management are very important, so that any idea and innovation to deal with the issue of risk in the bank requires understanding the basics of risk in banking (Akbarian et al., 2021). Credit risk, which is the probability of non-repayment of customer loans, is considered a very vital issue in the banking industry. This risk occurs when credit recipients are unwilling or unable to repay their debt, which is referred to as default risk and is synonymous with credit risk (Rajabzade et al., 2017).
The importance of credit risk management in the Iranian banking industry is becoming more and more apparent, given the worrying statistics of non-performing loans. Studies show that the average percentage of non-performing loans in Iranian banks is significantly higher than international standards. This indicates the weakness of the banking system in credit risk management and the urgent need for improvement in this area (Bashardost et al., 2021). In this regard, customer rating and credit assessment are considered as a fundamental tool in credit risk management. Using this tool, banks can categorize their customers based on credit risk and make more informed decisions about granting facilities. The Ball Committee, as a specialized authority in the field of banking supervision, has developed guidelines and standards for credit risk management. Accordingly, the present study seeks to answer the following question: How to identify customer credit risk factors in public and private banks?
Theoretical Framework
Credit Risk
Credit risk is defined as the risk that the borrower will be unable to pay the principal and interest on his loan or debt according to the terms of the contract. In other words, according to this risk, repayments are either made late or not collected at all. This causes problems in the bank's cash flow. Banks and financial institutions face this risk when the borrower is unable or unwilling to fulfill his obligations to the bank or financial institutions when they fall due. The higher the expected credit risk, the higher the interest rate that lenders (banks and financial institutions) will ask for their capital. Hence, there are numerous models for calculating credit risk such as linear, logistic, artificial neural networks, etc., as well as various solutions and approaches to reduce this risk (Ahmadnejad & Dehghani, 2022).
Rudin & Shaposhnik (2023) in a study addressed general rules and explanations for machine learning models for use in credit risk assessment. In this study, a method has been developed to understand specific predictions made by predictive models by building appropriate local models. The focus is on rule-based models that are interpretable and widely used in practice. Several algorithms have been designed to extract such rules from discrete and continuous data sets and their theoretical properties have been studied.
Mushafiq et al., (2023) in a study addressed financial performance affected by credit risk in non-financial companies in Pakistan. The main objective of this study is to investigate the relationship between credit risk and financial performance in non-financial companies. Least square dummy variable regression analysis was used to test the relationship between Altman's Z-score model as a proxy for credit risk and return on assets and equity as an indicator of financial performance with control variables of leverage, liquidity and firm size. The findings show that Altman's Z-score, leverage and firm size significantly affect the financial performance of non-financial firms. However, liquidity is insignificant in this study. Altman's Z-score and firm size have shown a positive relationship with financial performance, while leverage has an inverse relationship.
Research Methodology
The research method is applicable in terms of purpose, with mixed implementation method (qualitative-quantitative). The statistical population consists of 5 experts in the field of banking, selected through purposive and accessible sampling. The data collection tool is a semi-structured interview and a matrix questionnaire for ranking and evaluating the indicators.
Research findings
Using structural analysis and systematic modeling methods, data related to bank customers' credit risk were collected and analyzed. First, the dimensions and indicators affecting credit risk were identified, and then pairwise comparisons were made using the Delphi method and expert opinions. In the next stage, using the MICMAC method, the effectiveness and impact of variables were determined, and the variables were categorized into one of four groups based on influence and dependence: autonomous, dependent, linked, and key. The results showed that variables such as employment and stable income, suitable housing, and fair distribution of infrastructure facilities and services were identified as key and effective variables in reducing credit risk. Also, variables such as external conditions and type of activity were placed in the dependent and autonomous variable groups. This research can help bank managers and policymakers improve credit risk assessment methods and make appropriate decisions.
Conclusion
The present research aimed to identify customer credit risk factors in public and private banks. The results of this study are consistent with the results of Piri & Pardeli, Saeed (2022), Fazeli Chahar Mahali & Jalil Tahmasebi (2022), Mohammadi (2022), Rezaei Aghmashadi et al. (2022), Hamidian & Rezaeizad (2022), Rezapour (2022), Xie et al. (2023), Yang et al. (2023), Rudin & Shaposhnik (2023), Okpukpara et al. (2023), Jibrin & Tonbarapa (2023), Mushafiq et al. (2023), and Krivorotov (2023).
Okpukpara et al. (2023) showed that credit risk management is affected by various factors and dimensions before and during the COVID-19 period. Loan recovery and ICT management indicators were highly influential during the pandemic. In addition, low agricultural productivity during the pandemic due to various COVID-19 containment measures has created an additional challenge in loan default rates. Furthermore, there has been a lack of ICT management and governance capacity to guide credit and manage portfolio risk during the pandemic.
Based on the research results, the following recommendations were made:
Each facility should be measured based on risk-adjusted returns. This means that facilities with higher risk should generate higher profits (interest rates) for the bank to be economically justified.
Private banks are usually more serious in implementing risk-adjusted capital allocation policies, but state-owned banks should also consider this criterion to measure the performance of their managers.

Abstract The aim of this research is to investigate the relationship between investors’ tendencies in the insurance industry with emphasis on the psychological model. The present research is applicable in terms of purpose, and descriptive-survey in terms of nature. The statistical population consists of 140 investors and capital market activists selected by random sampling method. A questionnaire taken from the qualitative section was used to collect research data. Data analysis was carried out by SPSS and Lisrel statistical software. Based on the findings of the qualitative section, four dimensions of perceptual factors, economic factors, emotional factors, and control factors were obtained. Therefore, the results showed that after reviewing previous studies and interviewing experts, the variables and influential factors in this study include perceptual factors, economic factors, emotional factors, and control factors. Based on the results of the structural equation testing and the obtained statistics, it can be seen that the coefficients of all factors have a significant effect on the final model and the effect of all factors on the structural-process pattern of investor preferences in the insurance industry is confirmed with an emphasis on psychological factors.
Introduction
The impact of the insurance industry on the macroeconomics in countries is undeniable. One of the grounds that must be provided for economic transformation and development and to lay the groundwork for people's activities and to entrust people's work to themselves is certainly security; judicial, social, legal, economic security, etc. There is no doubt that the insurance industry can provide the most important security, namely economic security; and therefore provide a suitable platform for people's economic activities (Rahnemae Roudpeshti et al., 2014). By paving the way for investment, reducing investment risk, and participating in investment from technical reserves, insurance increases productivity in other economic sectors, and on the other hand, the growth and development of other economic sectors also provides a reason to strengthen and develop the insurance industry. The results of research conducted in the field of financing based on the behavioral approach indicate that investors may be irrational; as a result, the cognitive bias or psychological factors of investors can affect their decisions. Therefore, stock price volatility depends not only on the intrinsic value shown by accounting information, but also on the irrational behavior of investors, which can be measured by investor preferences (Mitcell et al., 2020).
People analyze many factors to invest in insurance instruments; in other words, even before earning money, investors develop different strategies in their minds for where to invest their money and ultimately choose an option that, according to their mindset, benefits them in every way (Cici, 2012). Studies of human behavioral patterns show that they contradict the underlying assumptions of the rational economic agent theory and the prevailing efficient market hypothesis. These human behavioral patterns are not the result of extreme human ignorance, but rather reflect the nature of human intelligence and its limitations and strengths. Investors strive to do the right thing, but they have limited abilities and certain natural behavioral states that they make decisions on (Bloomfield, 2017). Psychological factors can affect investor decisions and ultimately the performance of financial markets. Behavioral finance aims to empirically validate neoclassical assumptions about human behavior and, where these assumptions are confirmed to be incorrect, it discovers empirical laws that correctly describe behavior and have the same accuracy. Behavioral finance also aims to formulate and propose concepts for the operation of the economic system and its institutions, and utilizes the actual behavioral intentions derived from neoclassical assumptions in the Iranian insurance industry to determine the overall policy. Therefore, the main goal of the research is to answer the question: how investors' preferences in the insurance industry are related to the emphasis on the psychological model.
Theoretical Framework
Investor Sentiment
Market sentiment is the atmosphere of market boom or bust. When the market is in boom states, investors are willing to buy stocks even at a higher price than the actual value. In this case, investors tend to accept more risk, which indicates confidence in the market and economic conditions (Lenestour et al., 2021). Investor sentiment is a global phenomenon and the level of investor confidence can affect the overall market return and stock value. Meanwhile, other areas such as the level of company disclosure and market liquidity can affect investor sentiment (Baker et al., 2018).
Shunmugasundram & Sinha (2024) investigated the effect of behavioral biases on investment decisions through the serial mediation of the effects of overconfidence and inclinations. The results of this study showed that behavioral biases affect the investment decisions of life insurance policyholders. The results also support the serial mediation model, in which behavioral biases influence life insurers’ investment decisions through overconfidence and disposition effects. It also introduces overconfidence and disposition effects as serial mediators between behavioral biases and investment decisions.
Wang (2023) examined behavioral biases in investment decisions. The results suggest that regular portfolio reviews and adjustments are essential to counteract biases and adapt to changing market conditions. Furthermore, proactive visualization of potential outcomes can help reduce biases by promoting a more realistic assessment of risk and reward. It also showed that behavioral biases play a central role in investment decisions. To enhance performance and investment satisfaction, investors are encouraged to understand and correct these biases.
Research Methodology
The present study is applicable in terms of purpose, and descriptive-survey in nature. The statistical population consists of 140 investors and capital market activists selected by random sampling method. A questionnaire taken from the qualitative section was used to collect research data.
Research findings
Data analysis was carried out using SPSS and Lisrel statistical software. Four dimensions of perceptual factors, economic factors, emotional factors, and control factors were obtained based on the findings of the qualitative section. Therefore, the results showed that after reviewing past studies and interviewing experts, the variables and influential factors in this study include perceptual factors, economic factors, emotional factors, and control factors. Based on the results of the structural equation testing and the obtained statistics, it can be seen that the coefficients of all factors have a significant effect on the final model, and the effect of all factors on the structural-process pattern of investor preferences in the insurance industry is confirmed with an emphasis on psychological factors.
Conclusion
The present study aimed to investigate the relationship between investor preferences in the insurance industry with an emphasis on the psychological model. The results of this study are consistent with the results of Shunmugasundram & Sinha (2024), Wang (2023), Ashrafi et al. (2022), Sunder et al. (2018), Zamani (2021), Moradi et al. (2021), Nateg Golestan & Kafash Ghochani (2020), and Asghari & Salimi Baher (2019). Wang (2023) showed that regular portfolio review and adjustments are essential to counter biases and adapt to changing market conditions. In addition, proactive visualization of potential outcomes can help reduce biases by promoting a more realistic assessment of risk and reward. It also showed that behavioral biases play a central role in investment decisions. Investors are encouraged to understand and correct these biases to enhance performance and satisfaction with investment.
Based on the results obtained, the following suggestions are made:
• In addition to its contribution to reducing individual and psychological risks and risk management, insurance can have important effects on the growth and development of the country's economy as an efficient financial intermediary. Therefore, it is suggested that considerable attention should be paid to measuring behavioral factors in this industry in order to expand the volume of the economy and economic activities in the insurance industry.
• Emotional stimuli are the strongest motivators for purchasing decisions. Emotions such as fear, shame, pride, and even altruism can be included in the behavioral assessments of insurance industry policymakers in order to improve the quality of insurance.

Abstract The purpose of this study is to analyze managers’ enthusiasm for interacting with smart technologies. This study is applicable in terms of its purpose, qualitative in terms of its data collection, and meta-synthesis in terms of its research implementation method. This study is based on Sandelowski and Barroso’s (2007) seven-step method in meta-synthesis. This study used the meta-synthesis method to analyze managers’ enthusiasm for interacting with smart technologies, which ultimately identified 25 articles. By analyzing and coding related texts, 67 open codes were first identified to identify the main applications, and these descriptive codes were placed in 25 main categories. Then, these 25 codes were presented in the form of 12 organizing themes and then 5 overarching themes in the form of a theoretical framework for the research, according to the type of analysis. The results showed that managers' interacting enthusiasm not only contributes to the personal development of managers, but can also lead to cultural and technological transformation in organizations and improve their competitiveness in the market.
Introduction
Today, successfully coping with technology to master everyday life is an important issue. Behavior is a function of the individual and the environment. Therefore, coping with technology is a function of personal resources and system resources. The effect of personal resources on successful coping with technology is that the higher the skills and knowledge regarding interaction with specific systems, the easier it is to cope with similar new systems. Next, users' personality traits also play an important role in general interaction styles. One of the key dimensions of user personality is how people deal with new technological systems, which is considered as interacting enthusiasm with technology, meaning whether users tend to actively approach interaction with technological systems or whether they tend to avoid intensive interaction with new systems. Hence, the enthusiasm for technology interacting can be considered as a key personal resource for technology interacting and therefore quantifying the enthusiasm for technology interacting of users is important for research and development in the field of user-technology interacting (Franke et al, 2019).
By examining the definitions of smart government, fundamental differences such as attitudes towards citizen participation, location-based information collection, metadata processing, smartphones and cloud computing, etc. using e-government or mobile phones can be observed. But there is still no clear model in presenting the concepts and achieving smart government. Gil-García & Luna-Reyes (2016) also explain smart government by introducing 14 dimensions, although the dimensions introduced do not have a clear classification and the results, tools and techniques related to each dimension are not discussed. Anthopoulos & Reddick (2016) believe that smart government is still a very vague and unclear term that lacks a clear definition. Therefore, it needs a precise and scientific definition that expresses the dimensions, results, and tools that can be used in each dimension. With the increasing spread of technologies in the environment of new organizations, it is necessary to pay attention to their effects and determine their acceptability by managers based on useful theories. Many researchers believe that the process of interoperability affects the successful use of technology in an organization. For this reason, examining the factors affecting the interoperability of technologies in the organization has attracted the attention of many researchers (Drudi & Sharafpur, 2017). Given the above explanations, the researcher seeks to answer the question: what is the enthusiasm of managers to interact with smart technologies?
Theoretical Framework
Platform Government Interoperability
The Platform Government Interoperability Framework is a framework for sharing, collaborating, and integrating information and organizational processes using a set of policies, technical standards, and guidelines. This framework is a way to achieve interoperability of government sector information resources, information and communication technology, and e-business processes. This enables any organization to connect its ICT information to any other organization using a predefined framework based on an “open” (i.e. non-proprietary) international standard (Hashemi et al, 2017).
Smart Government, Justice and Trust
With the use of ICT, smart government and people can work together more effectively and governments can solve problems more effectively and create welfare and comfort. ICT can be considered as an efficient tool in enabling smart government, and governments can operate with transparency using this tool, which will increase their accountability and responsiveness and ultimately create justice, trust, efficiency and effectiveness of governments. Smart government governance is strongly influenced by various dimensions of social justice and trust (Taghva et al, 2017).
Amafi & Mahmoudi (2024) examined the applications of smart technologies in the development of new educational methods. Research findings show that smart technologies such as artificial intelligence and machine learning can help simulate learning behavior and predict student performance. Also, these technologies have been effective in promoting distance learning, teacher-student interactions, and supporting individualized education and special needs. In addition, the use of smart technologies has helped develop interactive and simulated learning environments in various educational disciplines. However, there are challenges such as data security issues, implementation costs, and the need for teacher training to fully utilize these technologies. As a result, the effective use of these technologies requires appropriate planning, technical support, and attention to their social and ethical dimensions.
Akyuz & Balkan (2024) reviewed the literature on smart technologies in service systems. The findings show that the simultaneous use of smart technologies brings tremendous opportunities in terms of efficiency and automation, transforming and changing the operations and business processes of service companies. This study shows that although the main proven applications of smart technologies are in manufacturing, service sector applications are usually lagging behind, promising fundamental improvements in productivity, performance improvement and service quality. Smart technologies lead to improved profitability as well as competitiveness by fundamentally enhancing customer satisfaction to completely new levels and providing unique customer experiences.
Research Methodology
This research is applicable in terms of its purpose, qualitative in terms of data collection, and meta-synthesis in terms of research implementation. This research is based on Sandelowski and Barroso’s (2007) seven-step method in meta-synthesis.
Research findings
This study used the meta-synthesis method to analyze managers' enthusiasm for interacting with smart technologies, which ultimately identified 25 articles. By analyzing and coding related texts to identify the main applications, 67 open codes were first identified, and these descriptive codes were placed in 25 main categories. Then, these 25 codes were presented in the form of 12 organizing themes and then 5 comprehensive themes in the form of a theoretical framework for the research, according to the type of analysis. The results showed that managers' enthusiasm for interacting not only helps managers improve individually, but can also lead to cultural and technological transformation in organizations and improve their competitiveness in the market.
Conclusion
The present study was conducted with the aim of analyzing managers' enthusiasm for interacting with smart technologies. The results of this study are consistent with the results of Amafi & Mahmoudi (2024), Akyuz & Balkan (2024), Mohammadzadeh Vanestan & Abedi (2024), Hojjati & Hojjati (2023), Zolfaghari & Heshmatnejad (2021), and Iranmanesh & Iranmanesh (2020). Mohammadzadeh Vanestan & Abedi (2024) showed that AI enablers including technology roadmap, professional expertise, and attitude, as well as AI readiness including infrastructure, technicality, and level of awareness, have an impact on the adoption of AI-integrated customer relationship management systems. According to the research results, business organizations can adopt and deploy AI-integrated customer relationship management systems consciously and successfully, and enjoy their broad benefits, in order of importance; by strengthening the level of organizational AI readiness, i.e., organizational understanding of the technical level and complexity of systems, creating the required infrastructure, increasing awareness, and by empowering AI, i.e., creating a positive attitude towards technology, drawing a technology roadmap, and acquiring the required professional expertise.
According to the research results, the following suggestions are made:
1- Use of big data: Big data analysis and data-driven decision-making to improve organizational performance and predict market trends.
2- Artificial intelligence and machine learning: Using AI algorithms to optimize processes, increase efficiency, and improve customer experience.

Abstract The present study was conducted with the aim of designing and evaluating a digital transformation model with an innovative approach based on sustainability in the food packaging industry. This study is applicable-developmental in terms of objective, and a cross-sectional survey research in terms of the data collection method. To achieve the goal, an exploratory mixed research design was used. The qualitative part of the participants included managers, experts, and specialized personnel in the food packaging industry. Sampling was carried out with a purposive method, and theoretical saturation was achieved with 20 interviews. In the quantitative part, the perspectives of 150 managers and experts in the food packaging industry were used. The data collection tool was a semi-structured interview, and a researcher-made questionnaire. The content analysis method was used for data analysis and structural-interpretive modeling for leveling; which resulted in 14 main components and 61 sub-components. Partial least squares was used for validation.
Introduction
Digital transformation is a fundamental and basic change in the way digital technologies are applied to develop new business models and achieve greater value creation for organizations (Verhoef, & Haenlein, 2021). Specifically, digital transformation is the impact of information technology on information flows, organizational structure, routines, and organizational capabilities to adapt to technology (Li, Su, Zhang & Mao, 2018). While businesses are interested in the concepts and practical benefits of digital transformation for business, the academic world is seeking to conceptualize digital transformation and its interrelation with business management, organization, open innovation, sustainability, and other concepts (Robertsone and Lapiņa, 2023). Organizations must pursue their digital transformation to achieve sustainable development in today's volatile environment. Senior leaders of organizations believe that digital transformation goes far beyond the approach of applying transformative technologies to organizational processes and products, and consider it as a strategy and choice of direction in institutions and industries and the way business operates. By creating a specialized and appropriate digital transformation model for each organization or industry, this transformation journey can be made successful. Given the growth of the population, scarcity of resources, and environmental pollution; the food packaging industry must not only seek to develop solutions that reduce the destructive and harmful effects on the environment, but must also be able to align itself with the digital age. The future outlook of this industry in the digital age, as well as changes in transformative technologies, entails new production methods, new jobs and diverse specializations. The fundamental issue from a research perspective is that “food packaging”, “sustainable innovation”, and “digital transformation” have been studied separately in the studies conducted. Applicable research that organizes these concepts in the food industry space has been neglected by the researchers. Therefore, the present study was conducted with the aim of filling this research gap. The research contribution and theoretical synergy of the present study is that in this study, an attempt is made to identify the digital transformation structures with regard to sustainable innovation and explain the pattern of relationships between them with an exploratory approach based on the views of experienced and expert individuals. The present study answers this key question: what is the digital transformation model with a sustainability-based innovation approach in the food packaging industry?
Theoretical foundations of the research
Sustainable innovation: Sustainable innovation is the practice of continuously improving products, processes, and workforce to create a brighter and more sustainable future for customers, employees, and the environment (Gupta et al., 2020). Innovation and sustainability seek to find solutions to global challenges such as climate change, social inequality, and resource constraints (Afeltra et al., 2023).
Food packaging: Packaging can be considered a protector to maintain the health of the packaged product and ultimately ensure the health of the consumer, from the time of harvest to the time of consumption of the product (Iskandari et al., 2023). Food packaging is one of the major factors affecting consumer behavior.
Digital transformation: Digital transformation is one of the keywords of the Fourth Industrial Revolution. The term Fourth Industrial Revolution is the Latin translation of "Industry 4.0" in German. This term refers to a new generation of industry based on intelligence and technology that emerged after the previous three industrial revolutions. (Adam et al., 2024)
Digital experience: Digitalization has changed people's lifestyles and even the way they live and communicate (Hagberg et al., 2017). Service providers and business owners use digital technologies for their stores to create new experiences and improve services (Roy et al., 2017). Also, social media has transformed communication from a traditional method to a large social nature by creating an online virtual world (Li et al., 2019). Organizations try to create desirable experiences to capture the minds and hearts of customers (Micu et al., 2019). Creating memorable experiences is of great importance for retaining old customers and attracting new ones; therefore, customer experience in online and offline spaces is a type of strategy carried out to create value, satisfaction, differentiation and customer loyalty (Fernandes, T. & Pinto et al., 2019).
Food industry: The food industry includes a set of activities such as preparation, production, processing, conversion, packaging, storage, transportation and distribution of food (Ristic et al., 2023). The food industry is of strategic importance for the country, as for the whole world, and ignoring the consequences related to the food industry has serious consequences for the country and must be carefully analyzed.
Research Method
The present study is an applicable-developmental research that was conducted with the aim of designing and validating a digital transformation model with a sustainability-based innovation approach in the food packaging industry. In terms of data collection method, it is also a descriptive research that was conducted using a cross-sectional survey method. In line with the research objective, a mixed exploratory research design (qualitative-quantitative) was used. The qualitative participant population included experts, managers, specialists, and specialized personnel in the food packaging industry. Sampling was conducted with a purposive method and repeated results was achieved with seventeen interviews. In order to avoid false theoretical saturation, three more interviews were conducted, thus 20 people participated in this study.
The quantitative statistical population included managers, experts, personnel, and people working in food packaging companies. The power analysis rule (Cohen, 1992) and G*Power software were used to calculate the sample size.
Because the questionnaire includes 14 main factors and 61 items; using the power analysis rule at a 95% confidence level with an effect size of 0.15 and a statistical power of 80%, the minimum sample size was estimated to be 143 people, and for greater certainty, 150 questionnaires were collected.
Research findings
The research results showed that the designed model was identified with 14 components: business resources, digital transformation leadership, digital/sustainable foresight, digital/sustainable strategies, application of new technologies in processes and operations, digital/sustainable key capabilities, digital employee experience, a new approach to innovative processes in the food packaging industry, improving sustainable food packaging practices, designing innovative food packaging, aligning digital/sustainable innovation strategy with digital/sustainable capabilities, business sustainability in the digital age, improving customer experience (digital/sustainable), and implications for the food packaging industry.
Conclusion
14 main components and 61 sub-components were identified in the qualitative part.
In the quantitative part; using ISM, the findings of the present study showed that all of these 14 components have one or more relationships with other components of the model, and the components were also leveled using Micmac software.
The components of the model were leveled based on their similarity in influencing the model. In this study, six types of similarity were identified in terms of the degree of influence of the components on the model. Based on this, it was determined that the components of the seventh level of digital/sustainable foresight, digital transformation leadership, and business resources had the most influence, and the consequences of digital transformation in the food packaging industry had the least influence and the most effected.
Based on the level of influence and dependence; the constructs of digital/sustainable foresight, digital leadership, and business resources, which had the highest level of influence (14) and the lowest level of dependence (3) and were at level 7, it can be acknowledged that in all businesses, especially the food packaging industry, it is necessary to use these three components as the most important components. Foresight is one of the most important dimensions that organizations should consider to face future challenges. Some of these challenges are customer expectations, changing regulations and laws, and the growth of emerging technologies. Regarding foresight, the results of this study are in line with the research of Patel et al., (2018) Han et al., (2018), and Kazemian et al., (2020).
Suggestion for future research: According to the findings of the study, it is suggested that the digital transformation model be designed separately in different industries. In the past literature, researchers have assessed the maturity of digital transformation with a wide range. It is suggested that the maturity of this model be assessed at different levels, and that the indicators determined in this research be examined and evaluated more precisely, and that they be examined and compared in different industries.

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.