Journal of value creating in Business Management

Abstract This research aims to model the decline in the value of the Myket brand, as one of the leading platforms for distributing mobile applications in Iran, using Weibull distribution. Data were collected from Myket's financial statements (including operating income of 357 billion Tomans and evaluation costs of 8 billion Tomans per year (2024) and non-financial indicators such as 26 million monthly active users and reports from global platforms such as Google Play and App Store. The statistical population consisted of 10 active digital brands in Iran, of which Myket was purposefully selected. The research method was quantitative and descriptive-analytical, and the analyses were conducted with Python (lifelines package) and R (survival package) software and the maximum likelihood method. The findings showed that the Weibull model predicted the trend of brand value decline with high accuracy (R²=0.92) and identified the decrease of 2.6 million monthly active users and increasing competition with platforms such as Cafe Bazaar as the main factors of the decline in value. Monte Carlo simulation showed that a 10% decrease in users increases the acceleration of brand value decline by 15%. This research was conducted with Providing a localized model suggests that Myket managers maintain and enhance brand value by strengthening the digital platform and developing innovations such as expanding digital content. This model can also be generalized to other native Iranian digital platforms.

Abstract This study aims to explore the process of entrepreneurial metacognition among founders of knowledge-based businesses. In terms of purpose, the research is applied in purpose and qualitative in implementation, with a descriptive and exploratory orientation. Data were collected through semi-structured interviews and analyzed using a thematic analysis approach. The statistical population consisted of founders of knowledge-based businesses at the Sistan and Baluchestan Science and Technology Park, and sampling continued until theoretical saturation was achieved (15 semi-structured interviews). Qualitative data were iteratively reviewed, analyzed, and structured using MAXQDA software (version 2024). The findings reveal a five-stage model comprising cognitive alert activation, fundamental assumption analysis, strategic reconstruction, emotional-cognitive monitoring, and pattern internalization. According to the results, founders of businesses, when confronted with signals from a high-stress environment, engage in redefining cognitive schemas and adjusting decision-making strategies through reflective self-awareness and remedial thinking. This process, supported by emotional-cognitive monitoring and the stabilization of reconstructed strategies, forms a self-reinforcing cycle that enhances cognitive resilience and mental flexibility. The validity of the model was confirmed using Lincoln and Guba’s qualitative criteria (credibility, dependability, transferability, and confirmability), along with an expert evaluation ratio test. Additionally, the calculated coefficients for test–retest reliability (0.83) and intra-subject agreement (0.72) verify the coherence of the coding procedures. The proposed model, while enriching the existing theoretical literature, provides a practical framework for designing educational and policy interventions in the domain of entrepreneurial metacognition within innovation ecosystems of less-developed regions.

Abstract The main objective of this study is to conduct a comprehensive and systematic analysis of the complex stakeholder relationship patterns within Iran’s automotive artificial intelligence (AI) ecosystem, and to accurately identify the concentration points of power, interest misalignments, and the potential capacities for strategic convergence among stakeholders. To achieve this, a mixed‑method (qualitative–quantitative) research design grounded in futures studies was employed.In the first phase, a systematic literature review combined with expert panel consultations involving industry and academic specialists led to the identification of 48 key stakeholders along with their core objectives. In the second phase, the required quantitative data were collected through standardized questionnaires based on the Influence–Dependence Matrix and the Actors–Objectives Position Matrix, and then analyzed using the mathematical modeling capabilities of the MACTOR software.The findings, in the internal analysis section, indicate that the network structure is highly unbalanced; specifically, 66.7% of stakeholders fall within the quadrant of “strategic isolation,” while the only actor positioned in the “mutual dependence” category is the automakers’ institution. Moreover, the external analysis reveals the formation of a powerful coalition within an industrial–governmental bloc (including automakers, the Ministry of Communications, the Ministry of Industry, Mine and Trade, and the military sector), primarily aligned around hardware-oriented objectives such as infrastructure development and data security. In contrast, actors such as media, universities, and civil society organizations demonstrate minimal convergence with these strategic objectives.

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 Abstract The purpose of this research was to investigate the role of Flow theory in viral promotional advergames with an emphasis on sharing personal data and forwarding the games. Using a viral marketing campaign, 393 out of 765 participants clicked on the game link sent via email, But 288 people participated in the game, 141 people answered the questions, invited their friends to the game, or shared their personal data. Poisson regression was used to investigate the role of Flow theory on game forwarding, and logistic regression was used on sharing personal data through Eviews software. Players with intrinsic enjoyment and psychological Flow (dimensions of Flow) tend to invite more people to the game and share more personal data about themselves. Perceived reward value is also positively related to game forwarding behaviors, although not related to sharing personal data. That is, players seem to communicate more about the game when they have extrinsic motivation (rewards), but are less likely to share personal data with the brand. On the other hand, extrinsically motivated players still have significant privacy concerns. In contrast, Flow is positively related to sharing personal data, suggesting that fully immersed players tend to "lose themselves" and forget about their more conscious concerns and thus appear more likely to share personal data with the brand. Companies that want to capture customers' personal data should focus more on designing game elements than rewards in such a way as to stimulate the psychological Flow of the players. Extended Abstract Introduction The implementation of viral marketing in the framework of launching a viral campaign in the form of a video or an attractive content in the form of a game is produced and then advertised online to the target audience. Basically, users are quickly attracted to this ad and share it widely. The virality of an advertisement or message in the form of a game is done randomly and is suddenly welcomed by many people, but the design and implementation of viral campaigns requires a lot of planning and creativity to be able to manage it during the campaign activity, so that it moves on the right track. In this regard, games are an important part of advertising campaigns and have attracted a lot of attention from academics and experts in this field. Previous research has been mostly about in-game advertising or advertising games and the distinction between them (Castiblanco Jimenez, I.A. et al.,2023). Viral Promotional Advergames combine a prize advertising game with an advertising game in a viral marketing campaign aimed at encouraging word of mouth to drive immediate responses and behavioral reactions from players towards goals such as; sharing personal data; forwarding the Game to friends lead to increase consumer knowledge of the brand and improve their attitude towards that brand. In this regard, Mihaly Csikszentmihalyi's Flow Theory (1975) is used, which considers Flow as a special mental state that appears when performing an action, in which the actor focuses on a task in such a way that he has a sense of adherence to, and completely Flows/immerses himself in the work and the satisfaction of the process of doing the work. In fact, he is so engrossed in doing it that he doesn't feel time, place, tiredness, hunger or unhappiness and concentrates on pursuing his work. But when they did the work, they lost that attachment and focus (Lavoie, R., & Main, K. 2019). In fact, the result of the work is not so important for these people, but it is the nature of the work they are doing is important to them. In the current research, it is investigated what factors will lead to such behavior, such as the mental state that these people experience while engaging in their profession and skills, and which is called the Flow state. It is a state in which a person is so engrossed in a task that nothing else matters to him, and this experience is so enjoyable that it is done only for its own sake. No studies have addressed the Flow experience in the context of viral advergames. Flow in the game, including enjoying and disappearing in the game, directs the responses and immediate behavioral reactions of the players towards actions such as forwarding the game and sharing personal data, and in the marketing process it plays as an important strategy for advertising or comprehensive advertising of a brand, product or service(Kim, Yoon Jeon & Ifenthaler, Dirk. 2019). Finally, the main question is how the Flow theory in Viral Promotional Advergames can lead players to forwarding games to friends and others and sharing personal data?. Theoretical framework Games have evolved over time and with the advancement of technology. An emerging form of gamification is designed as part of viral marketing campaigns, where consumers play the gambit to win sales promotions. The target consumers of such games are mostly adults rather than children. During the game, players can increase their chances of winning if they share their personal data or if they invite their friends to play the game. To distinguish this type of game, which is a combination of a promotional game for the purpose of a prize with an advertising game for the purpose of advertising in a viral marketing campaign, the term Viral Promotional Advergames is used. Due to the nature of advertising games, Viral Promotional Advergames often contain advertising messages of a brand and try to increase one's perception of the brand's status and attract positive consumer opinion (Zhao, Z., & Renard, D. 2018). Also, viral advergames are often designed as contests that allow consumers to win prizes due to luck or skill, and are intended to elicit immediate behavioral responses, with the promise of an increased chance of winning if those behaviors are performed. Previous literature describes consumers' cognitive and affective perceptions of different types of games, although it mainly focuses on children as participants. The current research examines adult gamers' behavioral reactions to Viral Promotional Advergames: namely, sharing personal data and Forwarding games. In addition, it examines how the internal and external values of adult players motivate such behaviors. Extensive empirical research confirms that Flow theory influences consumers' cognitive, emotional, and behavioral responses such as attitudes, behavioral intentions, and actual behaviors (Sarkar, J.G., Sarkar, A. and Sreejesh, S. 2023). A few researchers have applied Flow theory to advergames, but no studies have addressed experiences of Flow theory in the context of viral advergames or examined specific consumer behavioral outcomes of sharing personal data and game Forwarding. For the measurement of drowning, the existing approaches are either unidimensional or multidimensional. Multidimensionality typically includes attributes such as challenge, mastery, control, focus, enjoyment, curiosity, arousal, involvement, playfulness, telepresence, and time distortion. One popular unidimensional measure relies on perceived playfulness, as with more immersive games, enjoyment and concentration have stronger effects on player perception and behavior. Playfulness exists to some extent in any activity in which one freely engages. This structure is reflected in the two dimensions of pleasure and intellectual freedom (disappearing into work). Both dimensions indicate a state of psychological Flow. Both intrinsic and extrinsic benefits can stimulate social sharing behaviors. With regard to intrinsic benefits, emotional diffusion theory suggests that social sharing occurs when people need to share their evoked emotional experience with others (Lavoie, Raymond & Main, Kelley & Stuart-Edwards, Anastasia. 2022). According to the existing literature, intrinsic enjoyment leads to a stronger intention to participate in online word-of-mouth advertising. Perceived playfulness implies a sense of engagement that is inherently pleasurable, creating a positive emotional state. In the context of Viral Promotional Advergames, players' enjoyment of the game should lead to more positive evaluations, which increases the value of sharing personal data and Forwarding the game. Methodology This research is applicable in terms of purpose, cross-sectional survey method in terms of method, and purposeful and accessible in terms of selection of the research sample. In this study, data was collected using a pre-test-post-test method with a real viral marketing campaign. An advertising game was created for a weekly cultural magazine (at the request of magazine officials, magazine details are not reported) and data was collected during the campaign. Subscribers are people who provide their email address in exchange for promotional offers. In the pre-test stage, subject to the respondents' agreement to participate in the survey, in the first step, they received an email with a self-administered questionnaire about their attitude towards the weekly brand. In the post-test phase, participants received another email asking them to participate in a viral advertising game and to allow their behavioral data to be collected during the game for research purposes. At last, 393 out of the 765 participants clicked on the game link sent via email, but 288 participated in the game; and 141 people answered the questions, invited their friends to the game, or shared their personal data. Finally, Poisson regression was used to investigate the role of Flow theory on game forwarding and logistic regression was used on sharing personal data through Eviews software. Discussion and Results  Flow is positively related to game Forwarding and personal data sharing behaviors, such that if games elicit higher levels of enjoyment and concentration, the players may also be more willing to share personal data and Forward games. While the perceived value of prizes has a positive and significant effect on Forwarding games by players, it will not have a significant effect on sharing personal data. Also, prior attitudes towards the brand moderate the effect of perceived value of rewards on game Forwarding behavior. Also, players with inner pleasure and psychological Flow (dimensions of Flow) are more inclined to invite more people to the game and share more personal data about themselves. Perceived reward value is also positively related to game Forwarding behaviors, although not related to sharing personal data. That is, players appear to communicate more about the game when extrinsically motivated, but are less likely to share personal data with the brand. On the other hand, extrinsically motivated players still have significant privacy concerns. In contrast, perceived playfulness is positively related to personal data sharing, suggesting that fully immersed players tend to "lose themselves" and forget their more conscious concerns. As a result, they seem more likely to share personal data with the brand. Another interesting result comes from the absence of a reciprocal relationship between intrinsic and extrinsic motivation with regard to both behaviors. The reason can be the complexity of external rewards in this study. Conclusion Players with intrinsic enjoyment and psychological Flow (dimensions of Flow) tend to invite more people to the game and share more personal data about themselves, and perceived reward value is also positively related to game forwarding behaviors, although not related to sharing personal data. That is, players seem to communicate more about the game when they have extrinsic motivation (rewards), but are less likely to share personal data with the brand. Therefore, it is suggested; Companies that want to obtain customers' personal data should focus more on the design of game elements rather than prizes because the perceived value of prizes does not seem to have a significant and meaningful effect on the sharing of personal data. Games should also be designed in such a way as to induce psychological Flow/immersion in players; that is, game design elements should optimize the Flow or peak situation. On the other hand, companies that want to encourage players to submit their game should focus on both game design and prize placement, and prizes should be offered at different value levels to bias players' evaluations of more prizes. Previous research shows the importance of Flow for predicting learning, control, exploratory behaviors, positive subjective experiences, and other behavioral intentions (Lavoie & Main, 2019). Whereas, no previous studies have addressed the experience of Flowing/peaking in the context of Viral Promotional Advergames or examining Sharing Personal Data and game forwarding behaviors. With a field study of a real campaign of Viral Promotional Advergames, real data on player behavior is collected and how the intrinsic Flow/peak and extrinsic value of rewards are related to player behavior is measured. To measure intrinsic Flow/peak, players' perception of game playfulness was assessed (Chen, L.; Zhou, P.; Xiao, H. 2023). The results show that immersion in the game (enjoyment and immersion in the game) is positively related to game forwarding and Sharing Personal Data behaviors, while the external criterion related to the perceived value of rewards is positively related to game forwarding, but not to Sharing Personal Data. Furthermore, prior brand attitudes (prior to playing viral promotional games) moderate the effect of perceived value of rewards on game forwarding behavior.

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

Abstract Abstract
The purpose of this research is to design a model of artificial intelligence competencies on organizational performance, taking into account business-to-business marketing capabilities. The research method is exploratory (qualitative-quantitative). In the qualitative part, it is considered with the Shannon entropy approach, and in the quantitative part, it is descriptive-survey. The participants of the present research in the qualitative part are faculty members and elites of artificial intelligence and marketing and management, which was conducted with 14 people based on the theoretical saturation rule, and in the quantitative part, the 540number of executive directors of industrial towns in northern Iran, of which 190 were selected as statistics sample. The data collection tool was semi-structured interview in the qualitative part, and researcher made questionnaire in the quantitative part. The method of data analysis was selected in the quantitative part of confirmatory factor analysis tests using SmartPLS software. The results showed that the mechanisms of artificial intelligence competencies have an effect on business-to-business marketing capabilities and organizational performance, and also the model of artificial intelligence competencies on organizational performance is confirmed considering the aspect of business-to-business marketing capabilities.
Extended Abstract
Introduction
The huge increase in the amount of data along with access to processing power capabilities and storage space on digital devices, have attracted new attention in the last few years to artificial intelligence in several fields and scientific courses (Enholm et al., 2021). The intense competition among organizations around the world has also accelerated the need to use artificial intelligence to achieve a competitive advantage over competitors (Ransbotham et al., 2018). Most C-level executives do not see AI as a core competency that organizations must employ to remain competitive in the long term (Kietzmann & Pitt, 2020). One of the key areas of using artificial intelligence in organizational activities has been business-to-business marketing (Mikalef et al., 2021). Smart solutions are needed to enhance business-to-business marketing capabilities in a complex business environment, because business-to-business operations are often associated with enormous information complexity and the need to make quick decisions. In this sense, artificial intelligence has the potential to revolutionize the way of performing common activities due to the ability to process increasing amounts of data and provide rich insights about key business partners and customers (Bag et al., 2021). In addition, it has been stated that artificial intelligence applications enable the automation of many manual processes, and this can help eliminate bottlenecks and increase operational efficiency in business-to-business activities (Paschen et al., 2020). In fact, a recent survey study on corporate executives conducted by Garner showed that the majority believe that artificial intelligence is likely to become a key development in their organization in the next few years (Shin & Kang, 2022).
Therefore, the main questions of this research are: What effect does artificial intelligence competencies have on organizational performance considering the B2B variable? Through what mechanism, the effects of artificial intelligence competencies on organizational performance are realized? And finally, what is the model of artificial intelligence competencies on organizational performance considering the aspect of B2B marketing capabilities?
Theoretical framework
Until now, there is not a complete understanding of how organizations should plan the development of artificial intelligence and turn it into a strategic asset applicable to achieve a competitive advantage. This issue is very evident and prominent in the field of business-to-business marketing, because there is still very little knowledge about the impact of artificial intelligence and the potential mechanisms of value generation from such technologies (Huang et al., 2019). Understanding the value of AI in business-to-business marketing and how to achieve it is critical to reducing the number of failed initiatives within organizations, as well as accelerating the development of AI in these types of operations. Similarly, recent survey studies of industry professionals show that there are still a number of significant bottlenecks preventing the adoption and use of AI that go beyond technical challenges. In addition, from the point of view of many managers, the value of adopting artificial intelligence is still not clear and certain, which prevents its further application in key organizational operations (Bhalerao et al., 2022). A recent study by McKinsey noted that the most popular use cases for AI in organizations relate to optimizing business-to-business marketing and service processes, and this is where respondents placed the most value. However, there are still several challenges associated with realizing such value by investing in AI and specifically with creating an AI competency that can always support business needs (McKinsey, 2022). To address this gap, this study uses the core competence theory (Prahalad, 1993) and provides a definition of the use of artificial intelligence within organizational boundaries, following the key followers of this theory. Especially, we express the concept of artificial intelligence competence as a central competence of organizations, which indicates the need for creative and coordinated use of artificial intelligence. The stated theories explain that organizations able to develop an artificial intelligence competency are organizations that are able to realize a competitive advantage over their competitors; because the application of artificial intelligence is unique in nature and requires comprehensive efforts from various organizational entities to produce artificial intelligence applications difficult to imitate and add value.
Methodology
In the current research, a systematic approach is used. This approach inductively uses a systematic set of procedures to formulate a theory in relation to a phenomenon. Content analysis is one of the documentary methods that deal with the systematic, objective, quantitative and generalizable examination of communication messages. This method is considered a concealer in the classification of methods, and it is used to check the obvious content of the messages in a text, and as a result, it does not enter into the interpretation and semiotics of the message content. The Delphi method is a structured communication method or technique that was originally invented and developed for the purpose of systematic and interactive forecasting by relying on the deliberation of experts. This method used in future research mainly pursues goals such as discovering innovative and reliable ideas or providing appropriate information for decision making. The Delphi method is a structured process for collecting and classifying the knowledge available to a group of experts, which is done through the distribution of questionnaires among these people and the controlled feedback of the answers and opinions received. Research method is fundamental-applied according to the goal; mixed (qualitative-quantitative) of sequential exploratory type according to the type of data; cross-sectional according to the time of data collection; and descriptive-survey according to the method of data collection or the nature and method of the research.
Discussion and Results
According to the results of Shannon's entropy technique for evaluating the capabilities of artificial intelligence, it can be seen that all the dimensions and indicators were higher than the average level of the group's weight, and remain in the model. Therefore, using the results of semi-structured interviews and inspired by the theoretical and empirical literature of the research, the identified categories will be categorized as described in the table below. As mentioned in the previous discussions, the sample size in the qualitative part of the research follows the principle of theoretical saturation, which is reflected in the next table on how to reach theoretical saturation.
Conclusion
The main goal of this research was to design a model of artificial intelligence competencies on organizational performance, considering the aspect of business-to-business marketing capabilities. The research method was exploratory (qualitative-quantitative). It was taken into account with the Delphi technique approach in the qualitative part, and descriptive-survey in the quantitative part. The participants of the present research in the qualitative part were academic faculty members and elites of artificial intelligence and marketing and management, which was conducted with 14 people based on the theoretical saturation rule; and in the quantitative part, 540 people of the industrial managers of the industrial towns in northern Iran, of which 190 people were selected a statistical sample. The data collection tool was a semi-structured interview in the qualitative part, and a researcher-made questionnaire in the quantitative part. The method of data analysis was carried out in the quantitative part of confirmatory factor analysis tests using SmartPLS software. One of the goals of this research was to try to understand whether, and under what conditions, artificial intelligence can lead to organizational value for companies. In order to answer this question, we grounded artificial intelligence based on the theory of core competencies. Therefore, the competencies of artificial intelligence were considered from the aspect of one of the key organizational capabilities that has the potential to create a competitive advantage for organizations. Therefore, the competencies of artificial intelligence are not only understood from the technical aspect, but also include management's ability to creatively anticipate applications that add value to the organization and include the ability to experience and test new methods of using artificial intelligence. Also, based on this approach, AI competency is considered as a core competency that organizations should strive to enhance, rather than just an ancillary and auxiliary set of capabilities that can support certain operations.
 

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

Abstract Extended Abstract
Abstract
The purpose of this study is to analyze the impact of ethical marketing on consumer repurchase intention with emphasis on the mediating role of brand identity and brand equity. The research method is descriptive-survey in terms of nature, and applicable in terms of purpose. The statistical population of the research is the customers of Digi Kala online store. The sample size was determined using Cochran's formula of 375 people, and the samples were selected by available sampling method. Ethical marketing questionnaires (Safari.et al.2017), brand equity (Aaker.1991), brand identity (Mael & Ashforth, 1992) and repurchase intention (Hong.et al.2012) were used to collect data. The data validity was determined by the academic experts, and the reliability was confirmed by Cronbach's alpha coefficient test. In order to analyze the data, the structural equation technique was used using Lisrel statistical software and SPSS statistical software. The results showed that marketing Ethics has a positive and significant effect on brand identity, customer repurchase intention and brand equity. Brand identity has a positive and significant effect on customers' intention to repurchase. Brand equity has a positive and significant effect on customers' intention to repurchase. Finally, ethical marketing has a significant effect on consumer's intention to repurchase by emphasizing the mediating role of brand identity and brand equity.
Introduction
Rapid change in today's world has faced organizations with various challenges, but in the meantime, successful organizations are those which, with the help of management tools and new technologies, take advantage of the opportunities created to their benefit. The e-commerce environment is one of these tools. Internet-based e-commerce environment allows customers to search for information and purchase goods and services through direct contact with online stores (Feyznia.2017) .Today, shopping intention reflects the predictable behavior of the consumer in future purchasing decisions that significantly helps in the formation of consumer attitudes (Xiao, & Liu.2018). Identity is one of the factors that keeps the brand stable and directs it to new markets and products (Muhonen.et al.2017) Brands identify themselves to customers and differentiate themselves from other competitors. The process of creating a brand identity is to formulate the mindsets that the brand intends to create and ensure that the brand is identified by the customer and associated with a particular category of needs (Khodavardikhani, 2018). The customers prefer one tbrand to other based on the factors important to them (Ebrahim, 2020). Brand equity is one of the assets that maintains the value of the company and, by creating a competitive advantage over competitors, will attract customers' attention and loyalty (Zollo.et.al.2020). The intention to repeat the purchase is the process of referring and repeatedly purchasing goods and services from a store in the long run, the main reason for which is positive experiences after the purchase (Birjandi.et.al.2019). Ethical marketing is a domain of applicable ethics which is related to hidden ethical principles in behavior, advertising and regulation in marketing (Purwanto.etal.2019). This issue, which is widely discussed in management and market science today, is called ethical marketing (Pittz.et.al.2020). Digi Kala online store is one of the most reputable virtual stores in our country which many people buy from around the clock to provide the products and services they need. Considering that a suitable platform for online sales and purchases has not yet become popular in our country, the researcher intends to analyze the relationship between consumer intention to repurchase, brand identity and brand equity while analyzing the aspects of ethical marketing. This study tries to answer the question whether ethical marketing has a significant effect on the consumer's intention to repurchase, by emphasizing the mediating role of brand identity and brand equity in the Digikala online store.
Theoretical literature
Using the definition of Taylor (2000), Till (2009) defines marketing ethics as follows: Research into the nature and levels of belief, beliefs, standards, and rules of ethical behavior in relation to business decisions and sales conditions (Safari, et.al.) 2017). Intention to buy is a pattern of attitude towards the product for future purchases (Shaghlani, 2017). Su (1990) states that the intention to buy refers to some exchange behaviors that occur after consumers evaluate the product and reflect an emotional response in their behavior to an issue (Safari, et al. 2017). Brand identity expresses the ideal characteristics that the brand intends to offer to customers. In other words, brand identity is what the brand commits to the market (Essamri, et. al.2019). Whatever is supposed to be portrayed in the future and engraved in the mind of the customer is the essence of the brand. Adorned appearance and what is seen is the expression of a brand identity (Ahmadian.2017). According to Acker (1991), brand equity has three basic components: brand awareness, brand loyalty and brand association. Brand awareness is the level of awareness and cognition by which the customer recognizes, remembers and can identify brand-related products and services (bordbar, et al.2018).
Chae.et al. (2020) in a study concentrated on the effect of product features on perceived value, brand trust and repurchase intention. The results showed that product features have a positive and significant effect on perceived value, brand trust and repurchase intention. Ghaffari (2018) also stated in his research that there is a positive and significant relationship between ethical marketing and customer loyalty. Izadian (2019) also concluded in his research that there is a positive and significant relationship between brand personality with brand trust and brand loyalty.
Methodology
The present research is applicable in terms of purpose, and descriptive-survey in nature. The statistical population of the research consists of customers of Digi Kala online store, 375 of whom were selected as the research sample using Cochran's formula and available sampling method. ethical marketing questionnaires (Safari.et al 2017), brand equity (Aaker.1991), brand identity (Mael, & Ashforth, 1992) and repurchase intention (Hong.et al.2012) were used to collect data.
Discussion and Results
In order to investigate the mediating effect of brand identity in the hypothesis under discussion, the direct effect of the two structures with the indirect effect in the case of involving mediating variables should be examined so that if the effect increases, the mediating effect can be considered acceptable. In the present hypothesis, the direct effect is equal to 0.49. If there is a mediating variable of brand identity, the indirect effect is:
 (0.69) × (0.73) = (0.507)
Due to the fact that the direct path effect is less than the indirect path, therefore, the existence of a mediating variable increases the brand identity and the mediating role in the present hypothesis is confirmed.
In order to investigate the mediating effect of brand personality in the hypothesis under discussion, the direct effect of two structures with indirect effect in the case of involving mediating variables should be examined so that if the effect increases, the mediating effect can be considered acceptable. In the present hypothesis, the direct effect is equal to 0.49. Indirect effect in the presence of a mediator variable of brand equity is:
(0.72) × (0.78) = (0.561)
Due to the fact that the effect of direct path is less than indirect paths, therefore, the existence of a mediator variable increases the equity of the brand, and the mediating role in the present hypothesis is confirmed.
Conclusion
Considering the confirmation of the first main hypothesis; the effect of ethical marketing on repurchase intention with emphasis on the mediating role of brand identity, the result is explained in such a way that providing the desired services to customers creates trust among customers and persuades them to refer to this site in different situations. Therefore, the idea is imprinted in the minds of customers that if they want quality services, they will always trust this online store and keep it in mind, and if the services required by customers are available on this site, they will not be willing to use services and products of other stores. As a result, the management of this store fulfills its obligations to customers correctly and honestly, and customers are assured about the goodness of the products they receive from this site, compared to other online stores. The degree of easy access of customers to the services or products listed on the Internet sites can affect their satisfaction with the perceived usefulness of these facilities and goods. When the customer can easily make online purchases and buy the desired product, he acts with more interest in understanding the usefulness and the purchase process. These results match with research findings of Demirgüneş.(2015); Rezaei, (2018); Izadian, (2019) and supported by them.
The result of testing the second hypothesis based on the positive and significant effect of ethical marketing on repurchase intention by emphasizing the mediating role of brand equity is explained in such a way that considering the intangibility of goods and services received by customers through the Internet and their purchase from virtual stores has reasonably high perceived risk. When buying online from store sites, customers pay special attention to the details of the purchase and the products offered on this site. Paying attention to the characteristics of the offered products and the amount of site commitment about the returning of impaired goods can be considered as a significant aspect in this case. On one hand, online stores should explain precisely the details and application of their products with high clarification so that customers can make the right choice to meet and satisfy their needs. On the other hand, these stores must be committed to selling their goods and provide after-sales service satisfy the customers. In this way, site managements can stimulate the customer's sense of trust to their virtual store and encourage them to buy online. These results match with research findings of Bavarsad, et al. (2015); Vazifehdust & Memarian. (2014); Chen & Quester, (2015) and supported by them.

Abstract Abstract The main purpose of the current study is to investigate the impact of green transformational leadership on green behavior with the mediating role of green organizational culture and environmental concerns of employees in industrial units of Shahrekord. This study is applicable in terms of purpose, and descriptive-survey in terms of data collection. Green transformational leadership was measured using the six-item scale developed by Singh (2020), environmental concern was measured using the five-item scale developed by Frang and Martens (2006), green behavior was measured using the sixteen-item scale developed by Hassanpour (2020), and also green organizational culture was measured using the nineteen-item scale developed by Stanstie et al (2021). The statistical population of this study was 510 employees, among which a sample including 219 employees in industrial units of Shahrekord was selected by Morgan table, and the questionnaires were distributed among them by simple random sampling. SPSS and Smart PLS softwares were used to analyze the data as well as hypotheses testing. The results showed that green transformational leadership has a positive effect on green behavior with the mediating role of green organizational culture. The results also indicated that green transformational leadership had a positive effect on green behavior with the mediating role of environmental concerns. Extended Abstract Introduction The first way to have a sustainable environment is to identify the factors that threaten it and take action to reduce the impact of these factors. Therefore, the environment is currently considered a global issue for everyone, including organizations (Adriana et al, 2020), so that stopping destruction and efforts to increase the quality of the environment are among the challenges considered as the front line of organizations. Recently, the green behavior of employees at the workplace has been in the focus of organizational researchers because the evidence indicates that the individual behavior of employees can play an important role in the environmental performance of the organization and improve it. Behaviors that strengthen or weaken environmental sustainability by employees, which occur voluntarily or involuntarily and are also measurable, are called green employee behavior (Xiao et al, 2020). Past studies show that when leaders implement green transformational leadership, they positively affect corporate environmental responsibility and green behavior. Green transformational leadership is a style of leadership that inspires its followers to achieve environmental goals and motivates them to perform and behave green beyond expectations. One of the categories that seems to be able to facilitate the effect of green transformational leadership on the green behaviors of employees is the attitude of employees. Attitude is defined as a person's emotional tendency when he evaluates something positively or negatively (Farhadinejad et al, 2019). According to the mentioned materials, the main problem of the research is whether green transformational leadership has a positive and significant effect on green behavior with the mediating role of green organizational culture and environmental concerns in the industrial units of Shahrekord city. Theoretical Framework Green transformational leadership, theory-based evidence and experience-based evidence indicate that personal and situational factors are among the factors that can influence the tendency of employees to have environmentally friendly behavior at work. In this regard, researchers name an important factor in the formation of green behavior at work under the title of transformational leadership (Hadi & Rasool, 2017). When employees go beyond the goals, in order to minimize the positive impact of organizational activities on the environment (Raskooi, 2019), in fact, it is better to say, green management refers to the integrity of the organization's behavior; and the environmental awareness of green management demands that a company adopt tangible and integrated operations to prevent the pollution created in the organization's activity process (Mazarezadeh et al. 2015). Considering serious environmental problems, such as pollution and resource depletion and increasing polluting gases, companies should change their traditional business model to a sustainable model (Takaudo et al, 2019). However, few companies have the ability to deal with environmental issues using their limited resources (Zhang et al, 2019). The behavior that positively affects the environment is called green behavior or environmentally friendly behavior (Iqbal et al, 2018). In fact, behaviors that contribute to the sustainability of the environment indicate green behavior, such as saving resources, transforming and turning waste into valuable items, and protecting the environment (Jian et al, 2020). Singh et al, (2020) in a study investigated the effect of green innovation on organizational performance through the mediation of green transformation leadership and green human resource management. The findings showed that the actions of green human resources management have a positive and significant effect on the green innovation leadership and then on the environmental performance of organizations. Lee (2020) investigated the effect of green human resource management on environmentally friendly behavior of hotel employees and environmental performance in a study. The findings showed that paying attention to green human resource management measures increases the organizational commitment of employees, behavior compatible with their environment, and sustainable performance. Methodology The current research is an applicable research in terms of the goal, and a descriptive-survey research in terms of the method used. The statistical population of this research is 510 employees of the industrial units of Shahrekord city, 219 people were selected as a sample using Morgan's table, and the questionnaire was distributed among them using simple random sampling. The questionnaire of Kumar Singh, (2020) for the green transformational leadership variable, and the questionnaire of Frang, & Martens (2006) for the environmental concern variable, and the questionnaire of Hassanpour (2020) for the green behavior variable, and the questionnaire of Stanstie et al. (2021) for the green organizational culture variable were used to collect related data. Discussion and Results In order to investigate research hypotheses and analyze data, PLS software was used. The results showed that the significance level for the effect of green transformational leadership on green organizational culture is less than 0.05 (p≤/05); it can be said that green transformational leadership has a significant impact on green organizational culture. Considering that the coefficient of influence of green transformational leadership on green organizational culture is positive and equal to 0.735, it is concluded that green transformational leadership has a positive effect on green organizational culture. The value of the significance level for the effect of green organizational culture on green behavior, which is less than 0.05 (p≤/05), can be said that green organizational culture has a significant effect on green behavior. Considering that the coefficient of influence of green organizational culture on green behavior is positive and equal to 0.496, it is concluded that green organizational culture has a positive effect on green behavior. The significance level value for the effect of green transformational leadership on environmental concerns, which is less than 0.05 (p≤/05), can be said that green transformational leadership has a significant effect on environmental concerns. Considering that the coefficient of influence of green transformational leadership on environmental concerns is positive and equal to 0.804, it is concluded that green transformational leadership has a positive effect on environmental concerns. The value of the significance level for the effect of environmental concerns on green behavior, which is less than 0.05 (p≤/05), can be said that environmental concerns have a significant effect on green behavior. Considering that the coefficient of influence of environmental concerns on green behavior is positive and equal to 0.377, it is concluded that environmental concerns have a positive effect on green behavior. Considering that all 4 sub-hypotheses were accepted, as a result, the main hypothesis is also accepted and green transformational leadership has a significant effect on green behavior with the mediating role of green organizational culture and environmental concerns. Conclusion The current research was conducted with the aim of the effect of green transformational leadership on green behavior with the mediating role of green organizational culture and environmental concerns. The results of this research are consistent with the results of Kumar Singh et al, (2019) and Goldberg et al, (2018); environmental challenges put considerable pressure on organizations to behave more environmentally sustainable. A large number of organizations have started to adopt green policies and methods to increase economic benefits and better environmental performance (Ardito & Dangelico, 2018). Nevertheless, the environmental performance of organizations not only depends on strict laws and regulations, but it also requires employees' positive responses to environmental concerns with employees' environmental behaviors (Kim et al, 2017). The success of a company's environmental management depends on the employees' environmental behavior, because their behavior improves the company's environmental performance as a whole (Lu et al, 2017). The environmental behaviors of employees contribute to the optional actions of employees in the environmental sustainability of the organization and the employer, but are not under the control of any policy or formal environmental management system. Environmental behaviors include recycling and reuse, finding sustainable ways of working, developing and applying ideas to reduce the company's negative environmental effects, developing green processes and products, and questioning harmful practices. According to the results of the research, it is suggested that in order to develop a green transformational leadership style, organizations can formulate regulations that encourage managers to display a green leadership style (such as designing special reward programs). In the government domain, policy makers should try to adopt policies in the framework of which the managers of the organizations will be trained in green leadership style and in this way influence the green attitude and behavior of the employees. Organizations may conduct environment-related training to empower employees to achieve environmental goals. Organizations should conduct environmental audits to assess whether suppliers' practices are consistent with the companies' environmental goals or not.

Abstract Abstract The purpose of the present research is to investigate the impact of social media marketing on brand loyalty with the mediating role of trust and equity of the brand in Isfahan Bank Mellat branches. This research is applicable in terms of purpose, and correlative in terms of research method, and required data have been collected by using questionnaire and survey method. The statistical population of this research is the clients of Isfahan Bank Mellat branches. 384 acceptable samples were collected by simple random sampling method. Four social media marketing questionnaires with 11 questions, brand trust with 10 questions, brand special value with 16 questions, and brand loyalty with 15 questions were used as data collection tools. Data analysis was done using structural equation modeling and PLS software, and the research results show that social media marketing has an effect on brand loyalty with the mediating role of trust and brand equity. That is, if the bank tries to create content in the virtual space through which attracts the attention on those platforms and encourage the readers to share it among social media,, the loyalty of the bank's customers will improve. The bank should spread its advertisements through the virtual space and attract the attention of the audience, as a result, trust in the brand will improve. Extended Abstract Introduction Today, a large number of users with different goals have joined virtual social networks and engage in various activities (Barreto, 2014). Organizations, either small or large, have entered social media and are slowly trying to discover its benefits (Bakeri, 2020). They have used Twitter, created fan pages on Facebook, posted videos on YouTube, and perhaps even created websites in the late 20th century (Zhang & Liu, 2021). Organizations today feel that the Social media are and will be a means of business (Naeem, 2021). The main goal of social media marketing is to create a business based on customer orientation and the credibility of a company in order to develop and manage work (Kim, 2012). No one can claim that there are only advantages and benefits in the field of social media marketing. Rather, in social media marketing, like all aspects of life, there are advantages and disadvantages together and side by side (Rosen, 2013). However, in our country, social networks have not been able to find their desired place in people's lives, and after all, culture creating in this field has not been done, and producers of products and services cannot make proper use of these networks. This issue has become the main problem in creating trust and loyalty of customers to the brand in social networks. In e-commerce, trust is considered the most important success factor. It should be said that according to previous studies, the recommendations of acquaintances and online opinions of consumers (word of mouth advertising) are the most reliable type of advertising in the world and the most important source of information for purchasing decisions. Many researchers consider the power of the internet as a social structure in creating and increasing brand trust and loyalty. It is argued that brand community in social networks increases brand loyalty through increasing brand trust. By increasing the capabilities of social networks, trust in the brand and then loyalty to the brand increases; therefore, brand trust plays a mediating role. According to the mentioned materials, the main problem of the research is whether social media marketing has an effect on brand loyalty with the mediating role of trust and special value of the brand in Bank Mellat branches of Isfahan. Theoretical framework A social network is a social structure made up of groups - generally individual or organizational - which are connected by one or more types of dependencies. Social networks in the context of a complex information society depict the effective functioning of the network (convergence) and with a more detailed look, society is a combination of multiple networks: inter-organizational networks, intra-organizational networks, personal networks, computer networks, and furthermore, cross-border networks and information flows through these highways (Zhang & Liu, 2021). Brand equity has been defined in different ways for different purposes. But so far, no common consensus has been reached. The concept of brand equity has been the subject of a large number of studies, has been examined from different perspectives, and is often described as the value that a brand gives to a product (Rezaeian, M., Asgar, 2021; Shams Lahroudi, 2018) According to Aker, brand loyalty is one of the foundations of brand equity, and many factors play a role in creating this loyalty, one of the main of which is the experience of using the brand (Song, 2012). Oliver defines brand loyalty as a consumer's strong commitment to purchase or reuse a brand regularly in the future. Fukuyama (1995) defines brand trust as: an expectation that arises from inside of an orderly, honest community with cooperative behaviors based on commonly shared norms, on the part of community members. He believes that the industrial revolution has played a significant role in the importance of trusting the brand to recognize and understand business behaviors such as marketing. Mirzaee Azandariani and Arya (2022) conducted a research titled investigating the impact of the characteristics of second-hand goods platforms on brand loyalty intentions with the mediating role of customer satisfaction (the study of Divar and Sheipour platform in Iran). Research findings showed that ease of use has a positive and indirect effect on brand loyalty intentions with a mediating role of customer satisfaction, perceived usefulness has a positive and indirect effect on brand loyalty intentions with a mediating role of customer satisfaction, and the entertainment aspect has a positive and indirect effect on Brand loyalty intentions with the mediating role of customer satisfaction, and the sense of belonging to a community has a positive and indirect effect on the intention of brand loyalty with the mediating role of customer satisfaction, and seller credibility has a positive and indirect effect on the intention of loyalty to the brand whit a mediating role of customer satisfaction, and the recognition of a third party has a positive and indirect effect on the intentions of brand loyalty with the mediating role of customer satisfaction. Farzin et al. (2020) conducted a study with the aim of investigating the effect of brand equity from the consumer's point of view on brand satisfaction and loyalty in the wood and paper industries of Mazandaran province. The results of the research showed that there is a positive and significant effect between the dimensions of brand equity and consumer satisfaction (except for employee behavior and brand awareness) and brand loyalty (except for ideal self-concept and brand identity) and also between consumer satisfaction and brand loyalty is a positive and significant effect. Research methodology The research method is descriptive-correlative in nature and applicable in terms of purpose. The statistical population of this research is the clients of Isfahan Bank Mellat branches and simple random sampling method was used and 384 acceptable samples were collected. In order to collect data related to the variables, four social media marketing questionnaires were used with 11 questions, brand trust with 10 questions, brand equity with 16 questions, and brand loyalty with 15 questions; and based on a 5-point Likert scale (completely agree to completely disagree).   Research findings Structural equations and PLS were used to investigate the research hypothesis and data analysis, and the results showed that social media marketing has an effect on brand loyalty with the mediating role of trust and brand equity in Isfahan Bank Mellat branches. Social media marketing has an effect on brand loyalty in Isfahan Bank Mellat branches. Social media marketing has an effect on brand trust in Isfahan Bank Mellat branches. Social media marketing has an effect on brand equity in Isfahan Bank Mellat branches. Brand trust has an effect on brand loyalty in Isfahan Bank Mellat branches. Brand equity has an effect on brand loyalty in Isfahan Bank Mellat branches. Social media marketing has an effect on brand loyalty with the mediating role of brand trust in Isfahan Bank Mellat branches. Social media marketing has an effect on brand loyalty with the mediating role of brand value in Isfahan Bank Mellat branches. All factor loading coefficients are greater than 0.4, which shows that this model is suitable. Conclusion The present study was conducted with the aim of investigating the impact of social media marketing on brand loyalty with the mediating role of trust and brand value in Isfahan Mellat Bank branches. The results of this research corresponds with the results of research findings of Frzin et al. (2020); Shirkhodaei (2017); Imran Khan et al. (2017). If the bank tries to create content in cyber space through which can attract the attention of the audience on those platforms and encourage readers to share it among social media, the loyalty of the bank's customers as a result, will improve. The bank should spread its advertisements through the virtual space and attract the attention of the audience, as a result, trust in the brand will improve. According to the present research, it is suggested that the bank employees have sufficient knowledge and information about the services to provide to the customers. The employees solve the problems faced by the customers regarding the services in the best way; follow up and respond to the requests of the customers regarding the services quickly and in different ways such as phone, email, etc.; provide a platform so that customers can fully use the bank's services anywhere and at any time of the day or night; and by improving the level of value and the mental image of the brand of services and the quality level of relations with customers, provide the possibility of strengthening customer satisfaction, which ultimately leads to customer loyalty.

Abstract Abstract The purpose of the research is to explain the capabilities of two generations in business model innovation through value creation in family companies and to present a conceptual model. The research is developmental-applicable in terms of its purpose, with a descriptive-analytical nature, and of exploratory type. The statistical population was 1st and 2nd generation and experts from family companies in the publishing industry. Data were collected using interviews and the categories were coded and the findings were classified with MAXQDA version 2020 software. With the purposeful sampling method, the study of 5 companies was conducted with 13 interviews. Validation of research findings was done with theoretical triangulation and survey of experts. The results showed that 5 background factors including innovative joint vision, interaction and exchange of knowledge of two generations, creating flexibility in generation 1, synergy, cooperation and commitment of two generations and using capabilities of generation 2 and experts were identified. Regarding process factors, 3 important factors include 1st generation management capabilities, 2-generation value co-creation, and 2nd generation capabilities in creating new value were identified as important capabilities in the innovation process of the 2-generation business model from the aspect of value creation. In the context of business model innovation dimensions, 7 factors include the role of generation 2 in finding ideas and implementing new projects and communicating with customers and the role of generation 1 in allocating new resources, providing financial resources, structuring activities, managing risk and resources, supporting plans and communication with stakeholders was recognized as the capabilities of two generations in business model innovation. Introduction Family companies are companies in which family members play a role in the management and control of the company, and the continuity of generations is its important feature (Suman, 2020). The survival of the family business in the new generation depends on innovation, creativity and the ability to respond to changing conditions caused by the introduction of new technology. Some factors caused by the 1st and 2nd generation in business affect the innovation process. Business model innovation in family companies is influenced by the capabilities of two generations (Prabandari, 2024). Innovation may cause resistance in the first generation of family business (Weimann, 2020); therefore, it is necessary to explain the participation of two generations with their capabilities in business model innovation in family companies. In some studies, the arrival of the new generation is considered to be the cause of innovation and the driving force of these companies for innovation, but a limited number of researchers explained the connection between the arrival of the 2nd generation and innovation (Leppäaho, 2022). The capabilities of the 1st and 2nd generations have an impact on the innovation of family companies, and there is a need for more research in this field. Limited research has been done on the role of two generations in business model innovation (Moreno, 2021), therefore, the research answers the question: how the capabilities of the 1st and 2nd generations play a role in the innovation of the business model from the aspect of value creation in family companies? Theoretical foundations Family companies Family companies are defined based on business continuity for the next generation (Hernández-Linares, 2017). Two generations affect innovation differently according to their experiences and knowledge (Kidwell, 2019). The special feature of the family company is the participation and interaction of two generations. The capabilities and characteristics of the 1st and 2nd generation of family companies have an impact on innovation, therefore, the participation of two generations and their relationships play a role in how to innovate the business model (Soluk, 2021). Two-generation business model innovation  Business model innovation is defined as value creation by creating, making and providing new value to the customer (Saebi, 2017). In another definition, the dimensions of business model innovation are based on value creation structures, goals, management and decision-making, structuring activities, communication with customers and stakeholders, and provision and application of resources and capabilities (Clinton, 2018). The innovation of the two-generation business model in family companies is influenced by factors related to the company and the capabilities and characteristics of the 1st and 2nd generations. Chirico's research focused on value creation in family companies from the perspective of resources, knowledge and capabilities (Chirico, 2013). In Soluk's research, the relationship between family influence and business model innovation (BMI) was explained, but the role of two generations was not distinguished (Soluk, 2021). In Clinton's research, the innovation of the business model of family companies has been explained in several generations (Clinton, 2018). Limited researches have examined the innovation of the business model of family companies from the perspective of the capabilities of two generations. In the field of two or multigenerational value creation and business model innovation, previous research has been summarized in a few limited cases.  Research method Multiple case study method was used in this research. The research is developmental-applicable in terms of its purpose, and descriptive-analytical in terms of its nature, and of exploratory type. The statistical population of 1st and 2nd generation and experts of companies with innovation experience was from 5 companies in the publishing industry, which was selected by purposeful sampling. A semi-structured interview was used to collect information. First, the interview protocol was designed based on important analytical questions, what and how. Interviews with 1st and 2nd generation and experts were conducted until theoretical saturation was reached. Based on the findings of the interview, 139 concepts and 46 codes were found. Coding was done with MAXQDA software version 2020, a process method including the explanation of background factors, process and consequences was used to provide a conceptual model. To measure the internal validity and reliability of the findings, theoretical triangulation and survey of experts were used; and to measure the external validity, compatibility with theoretical perspectives was used. For the purpose of theoretical triangulation, other evidences were examined. The codes were evaluated by consensus of experts to complete the results. To maintain the validity of the research findings, a survey of 3 experts familiar with academic research in the field of entrepreneurship was conducted and the extracted codes were modified. Changes were made in the codes and in the conceptual model. Finally, the conceptual model was tested in practice by surveying the manager of a family company, whose views confirmed the findings of this research.  Research findings The components of the conceptual model were explained in a process method including the background factors, the two-generation value creation process and its consequences and its relationship with other dimensions of business model innovation. Creating the ability to accept new ideas and flexibility in the 1st generation, using the capabilities of the 2nd generation with the expert team and the commitment of the two generations, forming the goals and innovative joint vision of the two generations, creating a structure and system that encourages innovation with the entry of the 2nd generation and using the capabilities of the 2nd generation with the expert team, interaction and coordination, exchange of ideas, synergy and cooperation of two generations were identified as background factors. Generation 2 capabilities in creating and making new value, generation 1 management capabilities in value creation and co-creation of new value were identified as important factors in the two-generation value creation process. Capabilities of the 1st generation in using company resources and professionals with the entry of the active 2nd generation, the capabilities of the 1st generation in providing financial and non-financial resources, goals and innovative joint vision and the participation of the two generations, the capabilities of the 1st generation in structuring activities, the capabilities of the 1st generation in decision-making, risk and resource management, the capabilities of generation 2 in relation to customers and value creation and the capabilities of generation 1 in relation to stakeholders were identified as the capabilities of two generations in other dimensions of business model innovation. Creating a new two-generation value and offering it to the customer by the 2nd generation and specialists with the cooperation and management of the 1st generation, aligning with the needs of the customer in the digital environment, synchronizing the company with the digital space, innovation in customer service and providing digital services by implementing new publishing digitalization plans, sales processes and customer relations were recognized as outcomes. The findings of this research confirm the significant contribution of generation 2. The findings showed that generation 2 brings new ideas by learning from sources outside the company. The design and implementation of projects and ideas is the responsibility of the energetic, innovative and creative young generation and the expert team. With the arrival of the 2nd generation and professionals, continuous learning was formed to create value with interactions and continuous review of customer satisfaction. The work and educational experiences of the 2nd generation outside the family business are important for finding new ideas. The younger generation has a greater ability to learn and is a technology expert and motivated to change, so it was successful in finding ideas and implementing innovative projects, and the management was the responsibility of the 1st generation. The role of the 2nd generation with professionals was to constantly search for ideas, pay more attention to customer needs, and create new value. Generation 2 is constantly learning ways to implement new designs.  Conclusion This research has explained the role of the capabilities of two generations of family companies in business model innovation from the aspect of value creation. The presented conceptual model explains how two generations create new value. Based on the analysis of 5 case studies of family companies, a conceptual model was presented using the process method including background factors, process and consequences. The findings of this research show that cooperation and synergy between two generations, good relations and conflict resolution between them play important roles and are in line with previous researches. With the arrival of the new generation, they have the capacity to absorb, take risks and become familiar with communication technology, acquire knowledge and learn; and as a result, change the business model. The arrival of non-family experts and the exchange of knowledge between generations provide the basis for business model innovation. Acquiring clear knowledge, capacity to absorb, search and continuous learning by the second generation and experts and communicating with customers are important value creation factors. The innovative technical capabilities of generation 2, management capabilities and communication of generation 1 with stakeholders are important factors in creating new value. The results indicate that the creation of two-generation value is due to the capacity to absorb the second generation and the awareness of current technology. The results indicate that the arrival of the 2nd generation and non-family professionals with the capacity to absorb, take risks and be familiar with communication technology has a significant impact on changing the business model of family companies. Generation 2 and professionals familiar with information technology help to create new value. Employing experts to create new value by providing advice to two generations, providing the resources needed for the next generation and trusting the second generation and employing them with experts are some practical suggestions. In generation 1, the motivation for change should be created by generation 2 and experts so that generation 2 and experts can have the support of generation 1 to create and provide new value to the customer.

Abstract Abstract The aim of this study is to investigate sales drivers in assessing the authenticity of emerging brands through measuring deep neural networks (DNN). The present study is applicable in terms of purpose, and mixed (qualitative-quantitative) in terms of implementation, and is an exploratory research type. The statistical population of the study in the qualitative section included 10 experts and academic experts proficient and familiar with the fields of marketing and branding. The research collection tool was a semi-structured interview. Data analysis in the qualitative section was carried out through coding and using MAXQDA software, and in the quantitative section using neural net and MATLAB software. The results of the study showed that 8 research criteria were identified, including brand continuity, brand credibility, brand coherence, brand symbolism, market homogeneity, market competition, market infrastructure, and political decisions. Also, all predictions of the proposed artificial neural network are made correctly, and the network is able to correctly identify and classify all outputs based on the defined inputs. Introduction In today's business world, brands play an important role in creating differentiation and attracting customers. Brand authenticity is one of the key concepts in modern marketing that refers to the extent to which customers perceive the credibility, honesty, and true values ​​of a brand (Morhart et al, 2015). Brand authenticity is especially important for emerging brands that are in the early stages of their development. This concept is especially important for emerging brands that do not yet have a strong and established position in the minds of customers (Beverland, 2021). Investigating the interaction between sales drivers and the authenticity of emerging brands is important due to the challenges in this field, especially in competitive markets. On one hand, the use of sales incentives can help increase brand awareness and accelerate customers’ decision-making process. On the other hand, if these incentives are not designed properly, they may lead to a decrease in the perception of brand authenticity (Steenkamp & Geyskens, 2014). For example, excessive discounts or excessive use of promotional tools may send contradictory messages about the true value of the brand (Dwivedi & McDonald, 2018). On the other hand, sales incentives can have a positive impact on brand authenticity in certain situations. For example, offering targeted and temporary discounts or using incentives consistent with the brand’s values ​​and message may strengthen customers’ emotional connection with the brand and improve their perception of brand authenticity (Holt, 2020). A review of the literature on the impact of sales incentives on consumer behavior and brand authenticity reveals that although there are studies on the impact of sales incentives on consumer behavior and brand authenticity, a limited number of studies have focused specifically on emerging brands and their specific challenges. In particular, fewer studies have examined how sales incentives can be used in a way that both helps increase short-term sales and reinforces the image of brand authenticity. Therefore, the main research question is: What is the role of sales incentives on the authenticity of emerging brands?  Theoretical Framework Sales Incentives Sales incentives are one of the most effective marketing tools that are widely used to stimulate consumer buying behavior, increase sales, and create competitive advantage. These incentives are usually designed as short-term strategies that aim to immediately increase demand (Chandon et al, 2000). Sales incentives can have significant effects on consumer purchasing behavior, and can encourage consumers to make immediate purchases by creating a sense of urgency and greater value. Price discounts, especially on high-priced products or price-sensitive categories, often lead to increased sales volume (Liao et al, 2021). Brand Authenticity Brand authenticity refers to the alignment of a brand’s actions with its values, history, and promises, and refers to a brand’s ability to demonstrate honesty and align with customer expectations. This concept encompasses several dimensions, including authenticity, coherence, and transparency (Napoli et al, 2016). This concept is particularly important for emerging and developing brands, as consumers often seek real values ​​and meaningful connections when choosing brands (Bruhn et al, 2017). Mousavi et al, (2023) investigated the effect of brand authenticity on the self-concept of domestic brand customers by explaining the mediating role of brand social power. The research findings show that brand authenticity has a positive and significant effect on customer self-concept. Also; brand social power has a positive and significant effect on customer self-concept. As a general conclusion, it should be added that products similar to the characteristics of authentic brands in terms of customer self-image are more likely to be selected for use by the target customer community due to the social power of the brand. Nurani Kutenaee et al, (2021) in a study titled "Modeling Store Brand Competitiveness Based on the Environmental Stimuli Pattern in Chain Stores: A Mixed Approach" concluded that managing external and internal environmental stimuli in the store through an enjoyable shopping experience can create authenticity, attachment, and store brand image, which results in increasing market share, creating a powerful brand and competitive advantage, and ultimately making the store brand competitive.  Research Methodology The present study is applicable in terms of purpose, and mixed (qualitative-quantitative) in terms of implementation, and is an exploratory research type. The statistical population of the study in the qualitative section included 10 experts and academic experts proficient and familiar with the fields of marketing and branding. The research collection tool was a semi-structured interview. Research findings Data analysis in the qualitative section was carried out through coding and using MAXQDA software, and in the quantitative section using neural net and MATLAB software. The results of the study showed that 8 research criteria were identified, including brand continuity, brand credibility, brand coherence, brand symbolism, market homogeneity, market competition, market infrastructure, and political decisions. Also, all predictions of the proposed artificial neural network are made correctly, and the network is able to correctly identify and classify all outputs based on the defined inputs. Conclusion The present study was conducted with the aim of investigating sales drivers in evaluating the authenticity of emerging brands through measuring deep neural networks (DNN). The results of this study are in line with the results of Mousavi et al, (2023), Nurani Kutenaee et al, (2021), Mohammadi et al, (2021), Grewal et al, (2020), Holt (2020), Yavarigohar & Koraghli (2019), Van-Dat (2018), Dwivedi & McDonald (2018), Chen et al, (2017), Napoli et al, (2014), and Steenkamp & Geyskens (2014). Holt (2020) concluded in their study that emerging brands should use sales stimuli that reflect real values ​​and cultures. In this study, brand symbolism, which has a cultural context, has been pointed out in a relatively similar way, which can play a role as one of the criteria related to sales stimuli. According to the research results, the following suggestions are made: Commercialization of knowledge-based goods in the Iranian pharmaceutical industry can help develop research and innovation in this industry. It is suggested that by producing and supplying innovative drugs, research should be conducted to gain more knowledge about diseases and their treatment methods. This research can lead to scientific and medical advances in the country and improve treatment methods.

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

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

Abstract Abstract The present study aims to provide a recurring marketing strategy with a customer credibility determination approach using neural network data mining. The method of this research is applicable in terms of purpose, and is of a mixed type (qualitative-quantitative) in terms of implementation. First, by using the content analysis method, the key components of recurring marketing were identified and the initial optimization framework was designed. Then, the Delphi method and structured interviews with experts in the field of marketing and customer management were used to validate the indicators. In this study, a combination of the K-Means++ clustering algorithm and the RFM model was used to segment customers and identify groups in need of marketing interventions. Also, by using decision trees and artificial neural networks, the rules for validating customers and the accuracy of predicting their behavior have been improved. The research findings show that this combined framework not only improves the accuracy of clustering, but also allows designing personalized strategies for each group of customers. The results indicate that the recency index has the greatest impact in determining customer value, and the integration of transactional data with demographic and behavioral characteristics provides more comprehensive insights for marketing decisions. By filling the gaps in previous research, especially in the area of ​​interpretability and generalizability of models, this research has taken an effective step towards developing theoretical and applicable knowledge of return marketing. Introduction Customer value is defined as the perception of what a product or service can be useful to the customer, compared to possible alternatives. By benefit, we mean whether the customer feels that he or she receives certain benefits by purchasing a product in exchange for a certain amount of money. Lifetime value shows the profit from the customer relationship for the entire period from the moment he saw the first advertisement or registered on the site to the last purchase. Lifetime value affects the amount of revenue: the more regular customers a company has, the higher its revenue. How can you calculate lifetime value? To calculate lifetime value, you can multiply the average purchase size by the number of purchases and the retention period. Or divide the total revenue by the total number of users for a given period. In this regard, customer credit is one of the crucial issues and is very important for maintaining the financial security and sustainability of the organization. One of the fundamental challenges in this area is identifying the appropriate indicators for crediting and scoring customers. Therefore, determining correct and reliable indicators is very challenging. Segmenting customers into different prominent groups and designing personalized activities for each cluster is a vital technique for determining marketing tactics (Rajesh et al., 2024). Also, to score customers, there must be an appropriate and fair scoring system. This system must be able to place customers in different categories by considering credit and behavioral criteria and assign them appropriate points based on their performance (Wulansari & Heikal, 2024). In addition, there is a need to develop methods to evaluate and monitor customers over time. The aim of this research is to present a return marketing strategy with a customer credit determination approach using data mining. However, so far, the inability to discover valuable information contained in the collected data has prevented this data from being converted into valuable and usable knowledge in the organization, and data mining tools can help organizations discover hidden knowledge in a large amount of data (Calisir et al., 2016). Therefore, this research seeks to answer the question: what does a return marketing strategy with a customer credit determination approach using data mining look like? Theoretical Framework Return Marketing Return marketing is a suitable method for retaining current customers and increasing their loyalty. Using retention marketing techniques, customers can be encouraged to buy again and even share the brand with others (East et al., 2006). Customer Loyalty Loyalty is defined as an emotional and attractive connection to a brand and a practical action over time. In this definition, an individual prefers a particular brand to other brands and makes decisions as a psychological commitment to it. (Cardinale et al., 2016). Moula et al. (2024) in a study on customer type discovery and its impact on increasing hotel revenue: a data mining approach, reached the following results. Demand estimation is a fundamental component of revenue management systems. The demand for a product can be determined from the customers who purchase it. Identifying customer types in this field is a challenging endeavor that has recently been solved using metaheuristic and mathematical techniques. The metaheuristic method takes advantage of the lack of data in the business ecosystem, starts with random samples, and uses a fit function as a guide throughout the operation. The approach proposed in this study builds the ecosystem by combining complementary data to identify valuable customer types. The researchers use a new periodic table with additional data to achieve this goal. Subsequently, the relevant data is reduced through a data mining clustering method, and finally an algorithm and fit function are used to identify valuable customer types. To validate this approach, the proposed solution was compared with the latest research in the field, including genetic, memetic, and mathematical approaches. The researchers’ results showed that the model has lower error, with a maximum reduction of 34% and an improvement in value of up to 7%. Singh et al. (2024) examined customer churn in banking: A machine learning approach and a coherent program leveraging data science and management. According to this paper, customer churn in the banking industry occurs when consumers stop using the goods and services offered by the bank for a period of time and then discontinue their relationship with the bank. Therefore, customer retention is essential in today’s highly competitive banking market. In addition, having a strong customer club helps in attracting new consumers by strengthening the trust and referrals of existing customers. These factors make reducing customer churn an important step that banks should follow. In their study, Singh et al. examined banking data and predicted which users were most likely to stop using bank services. The researchers used various machine learning algorithms to analyze the data and show a comparative analysis on different evaluation criteria. Research Methodology The method of this study is applicable in terms of purpose, and mixed (qualitative-quantitative) in terms of implementation. First, by using the content analysis method, the key components of remarketing were identified and the initial optimization framework was designed. Then, the Delphi method and structured interviews with experts in the field of marketing and customer management were used to validate the indicators. Research Findings In this study, a combination of the K-Means++ clustering algorithm and the RFM model was used to segment customers and identify groups in need of marketing interventions. Also, by using decision trees and artificial neural networks, the rules for validating customers and the accuracy of predicting their behavior were improved. The findings of the study show that this combined framework not only improves the accuracy of clustering, but also allows designing personalized strategies for each group of customers. The results indicate that the recency index has the greatest impact in determining customer value, and the integration of transactional data with demographic and behavioral characteristics provides more comprehensive insights for marketing decisions. By filling the gaps in previous research, especially in the area of ​​interpretability and generalizability of models, this study has taken an effective step towards developing theoretical and practical knowledge of return marketing. Conclusion The present study was conducted with the aim of presenting a return marketing strategy with the approach of determining customer credibility using neural network data mining. The results of this study are in line with the results of Moula et al. (2024), Singh et al. (2024), Egorenkov (2024), Dwivedi et al. (2024), Haghi & Hamidi (2024), Khadivar & Mehmannavazan (2023), and Sharifi Esfahani et al. (2023). Dwivedi et al. (2024) showed that service quality and employee behavior have a positive and significant effect on customer satisfaction. To satisfy customers and retain them, customer relationship management must be strong and reliable. Therefore, customer relationship management plays a vital role in increasing market share, productivity, improving in-depth knowledge of the customer and his satisfaction to increase loyalty to the organization. Based on the research results, the following recommendations were made: Offering products tailored to age, occupation, or geographic region (e.g., student facilities for young customers). Offering digital services (e.g., e-wallets) to customers who transact online.