Journal of value creating in Business Management

Abstract Abstract The aim of this research is to analyze the model of factors affecting customer experience in the implementation of generation 4.0 retail. This research is applicable in terms of purpose, and descriptive-correlational in terms of method. The statistical population includes customers of the Etaka chain store, and the sample size was determined as 384 people using the Cochran formula, and the simple random sampling method was used. The data collection tool was a researcher-made questionnaire, whose validity was confirmed by experts and its reliability was confirmed through Cronbach's alpha and composite reliability. In order to test the hypotheses and fit the conceptual model, structural equation modeling was used with AMOS software. The fit indices including CFI, GFI, IFI, and RMSEA were within acceptable limits, indicating a proper fit of the model. The research findings showed that technological progress and value creation have a significant impact on customer experience. Human and organizational factors also play an effective role in implementing Retail 4.0. Customer experience, as a key variable, plays a prominent role in improving store performance and strengthening customer relationships. The results indicate that intelligent use of new technologies, empowering human resources, and creating appropriate organizational infrastructure are essential prerequisites for achieving positive customer experience and sustainability in modern retail environments. Introduction Along with the industrial revolution, the retail industry has also evolved significantly. First, in relation to Retail 1.0, large stores began to emerge along with mass production using steam power. Accordingly, consumers enjoyed low-cost products in Retail 2.0, and as a result, more shopping malls were opened. Meanwhile, in Retail 3.0, consumers enjoy online shopping globally through the Internet, and therefore, shopping behavior has changed; because now we can buy anything without leaving home. And this evidence shows that Retail 4.0 can make our lives easier and better (Ren et al., 2024). In general, Retail 4.0 technologies include artificial intelligence, Internet of Things, cloud computing, big data analytics and augmented reality (Vhatkar et al., 2024). Artificial intelligence can replace employees in some routine jobs, while home and office applications can be managed through mobile applications thanks to the Internet of Things. The recorded data is then stored and analyzed in the cloud using self-service kiosks (Bonfer et al., 2022). When the 4.0 generation was first introduced in the industry in 2010, it also brought the retail industry into the fourth revolution. On the other hand, Retail 4.0 seems to be a new concept for retailers around the world; when Industry 4.0 technologies such as artificial intelligence, Internet of Things, cloud computing, big data analytics, and augmented reality were implemented in the retail industry (Har et al., 2022). The level of adoption of Retail 4.0 is high in developed countries such as the United States, the United Kingdom, and Europe. However, in less developed countries, with low internet access coverage, the adoption of these technologies seems challenging for them. Consumers and businesses are unable to take advantage of the emerging e-commerce opportunities due to persistent bottlenecks and barriers such as costly broadband services, over-reliance on cash, shortage of skilled workers among the people, and government indifference. Therefore, the researcher intends to answer the fundamental question: how is the analysis of the model of factors affecting customer experience in the implementation of Retail 4.0? Theoretical foundations Technological advancement and customer experience Technological advancement is recognized as one of the most important drivers of transformation in the retail industry. New technologies, including online shopping systems, mobile applications, artificial intelligence, the Internet of Things, and big data analytics, enable fast, accurate, and personalized services for customers (Mirzaee Azandariani et al., 2022). In particular, customer familiarity with technology and its ease of use improve the customer experience in interacting with the organization and increase satisfaction and trust (Alexander et al., 2022). Organizational factors and customer experience Organizational factors include the organization's culture, processes, structure, and strategies that shape the organization's overall performance. In retail environments, organizations that have a customer-centric culture, design their processes to respond quickly and effectively to customer needs, and have a flexible and innovative structure, and can significantly improve the customer experience (ham et al., 2021). Effective organizational processes, such as customer relationship management systems and supply chain optimization, increase service quality and reduce customer waiting times. Intra-organizational technology infrastructures, such as integrated data mining systems, enable customer behavior analysis and forecasting of customer needs. Behera et al., (2024) studied “Changing Customer Engagement with Artificial Intelligence in E-Marketing: An E-Retail Perspective in the Era of Retail 4.0”. The research method is quantitative. Primary data was collected from 305 e-retail customers and analyzed using structural equations. The results showed that AI-based e-marketing can predict customer desires, provide personalized messages and offers, increase customer engagement with the brand, and enhance the digital shopping experience in Retail 4.0. Blut et al., (2024) studied “Retail Customers’ Ease of Use of Artificial Intelligence-Based Virtual Assistants: A Meta-Analysis”. The meta-analysis included 2766 correlations from 244 independent samples. Data analysis showed that price value, social support, and humanization are the main drivers, and the performance of assistants varies depending on their type (intelligent/stupid, voice/text-based, avatar/non-avatar), and negative emotions play a mediating role. Research Method This study is applicable in terms of purpose and descriptive-correlational in terms of method. The population of the present study includes customers of the Eteka chain store, the sample size was determined as 384 people based on the Cochran formula, and the sampling method was simple random sampling. The findings from the Cronbach’s alpha test are reported. To examine the validity, content validity was used and its validity was confirmed. Then, the reliability of the questionnaire was measured by distributing the questionnaire. In order to test the research hypotheses, structural equation modeling was used in the Amos statistical software platform. Research findings The research findings showed that technological advancement, value creation, human and organizational factors each have a positive and significant impact on customer experience and the implementation of Generation 4.0 retail. It was also found that customer experience plays an important role in increasing interaction and effective communication between the store and the customer. Finally, general and market-specific factors also significantly affect the acceptance and success of the implementation of Generation 4.0 retail. Conclusion and Discussion The present study showed that the success of the implementation of Generation 4.0 retail is the result of the interaction and combination of several key factors. Technological advancement and the use of digital tools improve the shopping experience of customers, while providing real value increases their satisfaction and loyalty. Employee competence and skills, service quality and effective customer interaction play an important role in the success of digital stores, and appropriate organizational management and efficient internal processes facilitate the implementation of digital transformation. In addition, adaptation to market conditions, customer behavior and the socio-economic environment is a determining factor in the acceptance and success of Generation 4.0 retail. Overall, positive customer experience, value creation and market alignment form the focal point of any successful strategy in Generation 4.0 stores. The present study showed that technological advancement directly improves customer experience. Easy access to new technologies and ease of use of digital tools increase customer satisfaction and convenience in shopping. This finding is consistent with the studies of Akbari et al. (2022) and Rousta et al. (2023). Value creation is also a critical factor affecting customer experience. When customers receive real value from products and services, their satisfaction increases and their willingness to repurchase and loyalty is formed. The findings are consistent with the research of Mirzaee Azandariani & Arya (2022) and Akbari et al. (2022), which shows that creating a positive customer experience is not possible without providing tangible value. Therefore, stores should focus on enhancing the value provided to customers at all stages of the purchase process. Organizational factors have an important impact on the adoption and implementation of Generation 4.0 retail. Organizational culture, internal processes, and technology infrastructure are among the factors that facilitate the success of implementation. This finding is consistent with the studies of Aldrighetti et al. (2023) and Hoyer et al. (2020), which show that success in digital transformation is not achieved by focusing only on technology, but also by effectively managing human resources and organizational processes. Human factors also have a significant impact on the implementation of 4.0 retail. Employee empowerment and technology-related skills improve service quality and customer engagement. These results are consistent with the research of Behera et al. (2024) and Roustaee Gholpaygani et al. (2023), which shows that employee training and empowerment are crucial for the success of digital stores. Customer experience, as a key phenomenon, has a direct impact on the success of 4.0 retail implementation. A positive customer experience increases satisfaction, loyalty, and repurchase motivation; and encourages customers to interact more with the store. These findings are consistent with the results of Blut et al. (2024) and Behera et al. (2024), and show that customer experience is the focal point of any successful strategy in 4.0 stores. Market-related and general factors are also influential. Attention to customer behavior, changing tastes, social acceptance, laws and regulations, and economic conditions can ensure the success of stores. The findings are consistent with the research of Vhatkar et al. (2024) and Rousta et al. (2023) and show that the successful implementation of generation 4.0 stores requires compatibility with environmental conditions and market needs.

Abstract Abstract This research aims to address the challenge of universities in commercializing technology and strengthen cooperation between universities and industry, presenting a comprehensive model for technology transfer from universities to industry. The research method is a mixed method, applicable in terms of purpose, and exploratory in nature. The statistical population in the qualitative section was articles in the field of technology transfer and academic commercialization published in the two databases Scopus and Web of Science from 2013 to 2023. The data collection tool was a systematic review of previous studies, selection of articles based on the criteria of the PRISMA method; and the data analysis method was the meta-synthesis method. In the quantitative part, a researcher-made questionnaire and library resources were used to collect data, and its statistical population was Iranian public universities in 2024 and the sampling method was purposive. SPSS and Smart PLS software were used to analyze and evaluate the results. In the qualitative section, first, the environmental factors affecting technology transfer from university to industry were categorized into 5 main categories: "technology supplier characteristics", "technology recipient characteristics", "technology characteristics", "region characteristics", and "laws and regulations". Then, their relationship to each other and to technology transfer methods was evaluated. The results showed that among the identified environmental factors; "laws and regulations" have the greatest impact on the methods of technology transfer from university to industry. Also, "technology characteristic" has a direct effect on "sales-based technology transfer methods", and "technology supplier characteristic" has a direct effect on "consultation-based technology transfer methods". However, the "technology recipient characteristics" and "regional characteristics" do not directly affect the methods of technology transfer. Introduction Today, the mission of universities is no longer limited to education and research, and their mission to contribute to the economic growth and social well-being of the regions in which they are located is obvious (Abramo & D’Angelo, 2022). In this regard, one of the duties of universities is technology transfer. Technology transfer is an iterative, continuous, and strategic process that requires close collaboration between all stakeholders (Bustamante et al., 2021). Despite the many benefits of technology transfer from university to industry, knowledge diffusion processes become more complex over time (Wang & Liu, 2022). Numerous evidences indicate that the complexities of the commercialization process and the existence of various obstacles in its path mean that despite the technical success of a large number of research projects, few of them successfully pass the commercialization stage (Battaglia et al., 2021). Each of the previous studies has looked at this issue from a specific perspective and by considering some factors. But the process of technology transfer from university to industry takes place in the dynamic environment of the "innovation ecosystem," where all interactions between its different elements influence the ultimate success of this process. Therefore, identifying all factors affecting technology transfer (internal and external factors of universities and industry) and examining the simultaneous relationship between these factors can lead to the identification of important factors in this process. In addition, different universities use different methods to transfer technology to industry. Therefore, examining whether universities can use any desired method for technology transfer, regardless of their environmental characteristics, can facilitate interaction between universities and industry in technology transfer policymaking. For this purpose, this research aims to provide a quantitative model to predict and determine the relationships between factors and measure their effects. In this regard, the main research question is: To what extent do environmental factors affect each other and the methods of technology transfer in technology transfer from university to industry? Theoretical framework Features of the technology provider (University) There are several factors in universities that influence the commercialization of academic technology. Contextual factors such as the nature, size, and geographical location (Zhao et al., 2020), the diversity of academic disciplines (Abramo & D’Angelo, 2022), interdisciplinary research (Hsu et al., 2015), the online development of academic services (Petrunia et al., 2019), the university’s skills in communicating with the community and identifying entrepreneurial opportunities (Rocha et al., 2022), university human capital (Marozau & Guerrero, 2016), and individual characteristics of researchers such as age, gender, academic rank, and research performance (Abramo & D’Angelo, 2022) can influence academics’ opportunities to interact with industry. Also, technology intermediary structures are considered a resource for facilitating the transfer and commercial exploitation of academically produced knowledge (Marozau & Guerrero, 2016). Technology Receiver Features (Industry) According to the World Bank report, although universities play an important role in innovation systems, the importance of their role in most industrial economies is significantly influenced by factors such as the structure of the domestic industry, the size of the industry, the number and composition of human and social capital, and the business model of industrial firms (Calcagnini & Favaretto, 2016). Technology features The most important component in creating a link between university and industry is the existence of university technology with characteristics and features that meet the needs of industry and society (Amirghodsi et al., 2020). Academic technology will be valuable when it results in the production of a product that is competitively priced, in line with foreign models, environmentally friendliness, ergonomic, and resource-saving (Chukhray & Mrykhina, 2018). Regional features Factors such as the existence of social ties (Taheri et al., 2016), mutual benefits of innovation ecosystem stakeholders (Dell’Anno & del Giudice, 2015), interaction between regional universities (Rocha et al., 2022), the existence of a strong innovation network (Perkmann et al., 2013), the diversity of industrial sectors in geographical proximity to universities (Perkmann et al., 2013), and the characteristics and advantages of… (Agasisti et al., 2023) can enhance technology transfer from university to industry. Rules and regulations In university-industry relations, many policies and programs of the higher education sector; at national, regional, and university levels, have a direct impact on technology transfer.
The government's general policies towards higher education should be formulated according to the specific situation of the region and pay attention to regional factors that are beyond the control of university administrators (Agasisti et al., 2023). Institutional policies including financial incentives such as an inventor's share of the revenue from the commercialization of knowledge, or non-financial incentives such as the impact of patenting on faculty performance evaluation and promotion or awarding prizes for commercialized inventions, can foster university-industry collaboration (Cullen et al., 2020). Research methodology The present study is applicable in terms of purpose, exploratory in nature; and a mixed method including meta-synthesis and structural equation modeling was used to conduct the research. In the qualitative part, a systematic review of sources was conducted in two databases, Scopus and Web of Science, between 2013 and 2023. In the quantitative part, library sources (secondary data) and a researcher-made questionnaire were used to collect data. The sampling method was purposive sampling and the questionnaire was completed by research assistants, directors of industry liaison centers, directors of growth centers, or selected faculty members of public universities. Research findings In the qualitative part of the research, factors affecting technology transfer from university to industry were categorized into 137 concepts, 30 subcategories, and 5 main categories including "university characteristics," "industry characteristics," "technology characteristics," "regional characteristics," and "laws and regulations" (Saberi et al., 2025). The quantitative results showed that "technology characteristics" are related to "technology transfer methods based on sales"; "technology supplier characteristics" to "technology transfer methods based on consulting"; and "laws and regulations" to "technology transfer methods based on sales, consulting, joint ventures and service provision". The five main categories are also interconnected. “Technology supplier characteristics” are related to “technology characteristics”, “regional characteristics” are related to “technology recipient characteristics”, and “laws and regulations” affect all other factors. Conclusion The present study aimed to present a model of technology transfer from university to industry with an emphasis on environmental components. The findings of this study showed that the higher the level of a technology (Amirghodsi et al., 2020), the greater the demand from industrial companies or foreign entrepreneurs to acquire it. Technology supplier characteristics such as university reputation (Shen et al., 2022), researcher expertise (Rocha et al., 2022), marketing skills (Kalantaridis & Küttim, 2023), university's history of collaboration with industry (Carayannis et al., 2016), and the university's ability to brand technological products (Burkholder & Hulsink, 2022) are among the characteristics that increase industry's sense of trust in the university. Laws and regulations at three levels: internal university guidelines and regulations (Gu, 2023), regional guidelines (Agasisti et al., 2023), and national laws (Xia et al., 2022) were evaluated as factors influencing the success of technology transfer. Some other characteristics of technology suppliers, such as the diversity of academic fields at the university (Ma et al., 2022), interdisciplinary research (Kalantaridis & Küttim, 2023), specialized laboratories and advanced equipment (Gachanja, 2023), adequate financial resources (Kalantaridis & Küttim, 2023), and management support for researchers (Rosdi et al., 2022) can lead to the acquisition of valuable technologies. Regional characteristics such as population (Petrunia et al., 2019), poverty and crime rates in the region (Gachie & Govender, 2017), gross regional product (Mascarenhas et al., 2019), exports (Wang & Liu, 2022), local market capacity (Amirghodsi et al., 2020), ability to export outside the region (Calcagnini & Favaretto, 2016), and the number of industrial companies present in the region (Fedosova & Babikova, 2017) are also characteristics that can affect the presence of investors and large industrial companies in the region. In this regard, for the success of technology transfer from university to industry, the consideration of these factores is suggested: the entrepreneurial motivation of researchers during recruitment, the requirement to formulate a sustainability annex for university technologies, strengthening alumni associations, the existence of an appropriate structure for technology intermediary centers in universities and the establishment of branches in faculties, strengthening interdisciplinary research, creating necessary incentives for researchers, allocating financial resources to applicable research in line with the priorities of the universities' strategic document, the existence of an independent center in universities for the social and economic valuation of university research, identifying and coding the research priorities of organizations and industries to guide student theses and research projects, and establishing a liaison organization between universities and industry in the governorates.

Abstract Abstract The present study aims to explain the vital role of smart geomarketing in export development. This study has a mixed approach (qualitative-quantitative) and an applicable research method. In the qualitative part, the statistical population included government experts, major exporters of kiwi products, and also academic experts in Gilan province (Iran), of whom 15 people were considered as a sample after data saturation. The sampling method was purposive. The data were analysed using the Grounded theory methodology. Then, the research strategy in the quantitative part was conducted as a survey. The statistical population included 316 individuals and legal entities active in kiwi exports, of which 173 people were selected as a sample through the Cochran formula in a limited population using non-probability sampling. The data collection tool was a questionnaire. The results of structural equation modelling using Smart PLS software showed that management capabilities, government support policies, export development marketing, environmental factors, and kiwi cultivation characteristics have a significant effect on smart geomarketing. Smart geomarketing has a significant effect on the development of marketing capabilities, training and persuasion of officials for export development, and the development of spatial data infrastructure. The development of marketing capabilities, the development of spatial data infrastructure, and the training and persuasion of officials for export development have a significant effect on increasing share in global markets, increasing global reputation, developing brands in foreign markets, and increasing foreign exchange. Of course, training and persuasion of officials do not have a significant effect on increasing global reputation. Introduction Marketing plays a key role in export development. With the help of marketing, companies can identify their target market, understand the needs of foreign customers, and market their products or services in a way that is well-received in the target markets (Chishty & Sayari, 2024). Among them, agricultural products, especially horticultural products and fruits, are of great importance (Publication, 2024). Iran has many agricultural products, of which kiwi is an important export product mainly grown in the northern regions of the country, especially in Gilan province, but the cities of Rudsar, Talesh, and Astara are the production hubs of this product. However, despite high production, Iran's share in the global kiwi fruit markets is very low and less than 0.7 (Khalqi Eshkalek et al., 2021). In this regard, some studies have shown that the export sector of this product has not been able to develop well due to the lack of awareness of exporters about the locational indicators of consumers, including purchasing patterns, geographical location of purchases, service area and region, addresses and delivery locations, consumption levels, expectations, attitudes, etc. Today, with the growth and development of the market, the importance of locational indicators has increased (Oliveira & Spinola, 2020). Geomarketing allows marketers to better understand the needs and preferences of customers by focusing on specific regions and markets. By analysing geographic information, marketers can identify the best places to locate branches or stores, and as a result, access to customers will be easier and more effective (Alaoui & Abdelali Fateh, 2024). One of these intelligent methods is called Spatial Data Infrastructure (SDI), whose advantage over the previous method is that data is generated and collected only once, as a result of which parallelism is eliminated from the spatial data generation process. Additional costs are not spent on reproducing existing data (Bansal & Singh, 2024). Therefore, the exporting company must acquire the necessary and complete knowledge of the international marketing environment in order to increase its chances of success (Fathi Bajestani et al., 2025). This knowledge increases the company's ability to market and sell products and services effectively and efficiently according to the location of consumers. In fact, this type of knowledge includes familiarity with customer needs and local market characteristics, familiarity with business conditions, and the knowledge and skills required to promote offerings in export markets (Bartoli et al., 2021). Several studies have been conducted in this field. Of course, few studies were found that examined smart geomarketing in the export of kiwi products. Because most recent studies had conducted location marketing and geomarketing to examine the weekly market (Nath et al., 2024), hotels (Gu et al., 2024), and food products (Bartoli et al., 2021). Therefore, given this research gap and considering that currently, due to the high performance of the kiwi product and the acceptance of the gardeners of Gilan province, there are good capabilities in the field of exporting this product; but if the necessary measures are not taken to realize and develop the export of this product with respect to location marketing, the possibility of losing this golden opportunity is tangible. Therefore, it must be accepted that due to the need to develop the export of non-oil products and, in particular, the export of kiwi produced in Gilan province, which global markets have welcomed, and also due to the lack of comprehensive research related to the location marketing of this product, the present study was conducted with the aim of explaining the vital role of smart geomarketing in the development of exports. Research Methodology This study has a mixed approach and applicable research method. The statistical population included government experts, major exporters of kiwi products, and also academic experts in Gilan province, 15 of whom were considered as a sample after theoretical saturation. The sampling method was purposive. In total, about 450 minutes of interviews were conducted over a period of more than 3 months through coordination with them. The average interview with each person was about 30 minutes. The data were analysed manually using the data-driven method and three-stage coding (open, axial, and selective). Then, the research strategy in the quantitative part was conducted as a survey. The statistical population included 316 individuals and legal entities active in kiwi exports, of whom 173 were selected as a sample through the Cochran formula in a limited population using a non-probability sampling method. The data collection tool was a questionnaire. The data were tested through structural equation modelling using Smart PLS software. Research findings In the qualitative part, the results showed that the central phenomenon is geomarketing. Causal factors include management capabilities, government support policies, and export development marketing. Contextual factors include environmental factors and kiwi cultivation characteristics. Strategic conditions include developing marketing capabilities, training and persuading officials to develop exports, and developing SDI infrastructure. Intervening conditions include government weakness. Outcomes include increasing share in global markets, increasing global reputation, developing brands in foreign markets, and increasing foreign exchange. In the quantitative part, it showed that management capabilities, government support policies, export development marketing, environmental factors, and kiwi cultivation characteristics have a significant effect on smart geomarketing, and smart geomarketing has a significant effect on developing marketing capabilities, training and persuading officials to develop exports, and developing spatial data infrastructure. Developing marketing capabilities, developing spatial data infrastructures, and training and encouraging officials to develop exports have a significant impact on increasing share in global markets, increasing global reputation, developing brands in foreign markets, and increasing foreign exchange. Of course, training and encouraging officials do not have a significant impact on increasing global reputation. The weakness of the government only interferes with some relationships. Conclusion The present study was conducted with the aim of explaining the vital role of smart geomarketing in export development. The results of this study are in line with the results of Turan and Abdiu (2024); Wanzala, Marwa, and Luanga (2024); Zhou et al. (2024); Zahir and Lu (2024); Kho, Nagya and Nam (2023); Ipek, Biçakçıoğlu-Pınarçı and Kobra Hizarci (2023); Tayen-Höke et al. (2022); Budlage and Ketter (2022); Pük et al. (2022); Zoğur and Qülu (2022); Keskin et al. (2021); and Alegre Vidal et al. (2022).According to the results obtained, the following suggestions are made: It is suggested to optimise production processes. For optimisation, it is recommended to analyse the processes in detail, because by carefully examining all stages of production, it is possible to identify points where waste, time and energy are. It is also better to design and implement lean production systems. Lean production systems, such as the Toyota system, focus on eliminating waste and resource wastage in all stages of production. By implementing these systems, efficiency and productivity can be significantly increased. To deliver goods and services to customers without using marketing intermediaries, it is better to use various distribution channels using up-to-date technologies such as GPS, SDI, big data analysis, machine learning and artificial intelligence, the Internet of Things, augmented reality, virtual reality, etc., to improve interaction with the consumer.To reduce supply chain challenges, it is recommended to carefully review the personality traits model of distributors before concluding a contract.

Abstract Abstract This study, based on the MARA methodology and the concept of systems fragility, introduced the fragility analysis approach to the problem of strategy selection. In turbulent and unpredictable environments, decision-making (especially regarding key and influential decisions such as strategy selection) is challenging. In changing and variable conditions, classical approaches to strategy selection as well as multi-attribute decision-making approaches lose their effectiveness. Classical scenario planning approaches are also unable to cope with turbulent environments due to their inherent limitations and simplification. In response to the shortcomings of the aforementioned approaches, the Matrix Approach to Robustness Analysis (MARA) was introduced, which is able to solve the problem of strategy selection without computational constraints. However, this approach is suitable when a conservative decision-maker wants to choose a strategy with the lowest risk. Therefore, this approach does not provide a desirable outcome when the decision maker seeks to exploit opportunities. In this approach, after listing the decision options and defining scenarios based on the most important environmental indicators, the performance of the strategies in each of the different states of the indicators was determined and the total performance of each strategy in each scenario was compared with the performance of that strategy in the base scenario (status quo). The proposed approach was described in the form of a case study. In practice, this analysis shows which strategy (decision) can bring more benefits to the organization (decision maker) in the event of a change in each of the environmental impact indicators (scenario change). This concept is in contrast to robust analysis, which considers the option that has less risk in the event of a change to be superior. Using this tool in turbulent environments can help managers in the business management process. Introduction The complexity we face in today's modern and rapidly changing world requires a better understanding of how to make decisions that effectively deal with this complexity; otherwise, we may develop strategies that have unintended and irreversible consequences. Accordingly, decision-makers must first equip themselves with appropriate decision-making tools. Choosing a method or approach to decision-making is, in turn, a decision-making problem (Sorourkhah, 2024). In the decision-making literature, there are various methods, models, and approaches to decision-making, each of which is suitable for a specific situation. Based on a) the type of problem, b) the quality of the data, c) the number of indicators and d) the goal of solving the problem, decision makers can choose the most appropriate option (Bartolini, 2021). Given that the problem of choosing a strategy is a) a key decision with long-term consequences, b) the data is uncertain and unpredictable, and c) the indicators are numerous and often contradictory; we know that classical approaches such as QSPM and multi-criteria decision-making techniques are not suitable. In these circumstances, the use of scenario-based approaches seems more logical (Joorbonyan et al., 2024). Although the modern world is increasing in knowledge, paradoxically, this makes it more difficult to predict things. Due to the emphasis of the inductive learning process on narrative and causality, the impression is formed that the only way to deal with uncertainty is to identify the causal chains that have been constructed early; for example, by identifying early “trigger events”, “weak signals”, or “early warnings”, and then implementing precautionary measures to mitigate the consequences of an undesirable future or to take early advantage of a desirable future. This view is prominent in the recent scenario planning literature. In contrast, the existential view of uncertainty sees outcomes as the result of random processes that are not causally related. The increasing complexity of the challenges faced by modern organizations far exceeds the ability to discover causality, and causal speculation is therefore temporary, unstable, and error-prone. Therefore, the ability of methods to prepare for the future (the ability to cope with uncertainty arising from complexity) is becoming increasingly important, without relying solely on identifying causes (Bahrami et al., 2025). In such a situation, the Matrix Approach to Robustness Analysis (MARA) can simultaneously deal with complexity and uncertainty (Amiri et al., 2024). However, the MARA method is conservative and tries to choose the option that brings the least loss. Therefore, if the goal of decision-making is to maximize the exploitation of an opportunity, a new approach is needed. This concept has been known as antifragility in recent years. So far, the concept of antifragility has been actively applied in several fields, including molecular biology, physics, computer science, transportation planning, risk analysis, and engineering; however, a practical criterion for antifragility has not been developed yet (Pineda et al., 2019). According to the resilience literature, organizations can be fragile or antifragile to shocks; researchers believe that decisions (strategies) can also be fragile or antifragile to shocks (Kokkinos et al., 2023). When an unexpected event occurs, many previously selected strategies lose their effectiveness and, in some cases, may even lead to negative results. Accordingly, in this study, the researcher seeks to answer the question: what is antifragile analysis: a tool for managing business in a turbulent environment? Theoretical foundations Antifragility The phenomenon of antifragility has been proposed as a new theoretical framework in management and organizational sciences in recent years. This concept was first introduced by Nasim Nicholas Taleb and showed its fundamental difference from concepts such as fragility and antifragility. In Taleb's definition, antifragile systems not only resist shocks and disturbances, but also benefit from these instabilities and rise to a higher level of performance. In this view, unlike fragile systems that are damaged in the face of disturbances and antifragile systems that only return to their original state, antifragile systems adapt to and benefit from disturbances (kianirad et al., 2022. ( Faryadras et al., (2026) studied "The relationship between antifragility and financial performance and business continuity in banks listed on the Tehran Stock Exchange". 10 eligible banks were selected for the sample and the data were analyzed using panel data regression. The results showed that antifragility has a positive and significant effect on business continuity and also on the financial performance of banks listed on the Stock Exchange. In addition, financial performance has a positive effect on business continuity. Gaadim ghobadi et al., (2024) studied "Providing a model of antifragility in Iranian financial organizations through thematic analysis". The results of the study led to the identification of 79 codes and 19 themes in the form of four main categories such as 1- the random and environmental category, which includes the components of flexibility, financial crisis, antifragile performance, agility and adaptability, and 2- the financial performance category, which includes the components of cost control, financial performance of institutions, central bank independence, inflation volatility, cash flow management, 3- the management category, which includes the components of risk management, improving economic growth, capital management, financial policies, relationship with the government, and 4- the organizational category, which includes the components of innovation and creativity, adaptability, resistance and coping, integration and service empowerment. Research Method This study was designed to present and test the approach to analyzing the antifragility of strategies in turbulent environments and is considered an applicable and analytical-modeling study. The data in this study were collected secondary and computationally, and the analyses were based on matrix modeling of scenarios and strategy performance. In this study, first, the environmental impact indicators for strategic decision-making were identified and structured based on the MARA method. Then, possible future scenarios were eliminated according to the different states of each production indicator and impossible or contradictory scenarios. The performance of each strategy in each scenario was evaluated by experts and specialists in the relevant field and recorded in the form of a strategy performance matrix. In the next step, the total performance of each strategy in the scenarios was compared with the baseline to calculate the antifragility score of each option. Research Findings The results showed that different strategies experience different degrees of antifragility to environmental changes. The examination of future scenarios revealed that some strategies are not only unvulnerable to shocks, but also perform better than the baseline in many alternative scenarios. The aggressive strategy scored the highest antifragility score and has a high ability to transform environmental changes into opportunities. These findings emphasize the importance of choosing opportunistic rather than conservative options in turbulent environments. Furthermore, using the antifragility framework allows managers to make structured and flexible decisions. Conclusion In the agitated, turbulent, and unpredictable environments that characterize many industries today, strategy selection becomes doubly important. The findings of this paper indicate that a antifragility -based approach, especially in situations where nonlinear changes and environmental shocks occur, can provide a more efficient tool for strategic decision-making than conservative approaches. Relying on environmental scenarios and comparing the performance of strategies against the baseline allows for the identification of options that perform better across a wide range of possible futures. This finding is consistent with previous studies. For example, Kokkinos et al. (2023) has shown that organizations that are able to exploit shocks and fluctuations are not only more antifragile to change but can also use these conditions to improve performance and innovation. Also, recent research in the field of innovation management and organizational performance shows that measuring antifragility components, such as diversity of responses, capacity for emergent behaviors, and nonlinear response to shocks, can increase the productivity and adaptability of organizations (Branicki, Sullivan, & Worrall, 2018). Studies that have examined antifragility in the context of supply chains and dynamic systems also emphasize that systems that are not only antifragile but also benefit from environmental shocks perform better in the long run (Santos & Eisenhardt, 2020(. Numerical implementation of the proposed approach showed that different strategies experience different degrees of antifragility, and some of them are not only not vulnerable to changes but also outperform the baseline in a significant part of alternative scenarios. In the present case study, the aggressive strategy obtained the highest antifragility score and was able to turn environmental changes into opportunities. This finding suggests that in conditions of fluctuating, unstable, and complex environments, choosing strategies that have the capacity to exploit change (rather than simply resist it) can promote decision-making from a conservative to an opportunity-oriented mode. Overall, the results of this study indicate that the antifragility approach can provide a structured and numerical framework for strategy selection in turbulent environments. This approach, in line with previous literature that emphasizes the exploitation of volatility and the capacity for innovation, guides managers' decision-making path from a focus solely on risk reduction towards opportunity-based decision-making and enhancing competitive advantage (Sorourkhah, 2024). Therefore, antifragility can be recognized as an important practical and theoretical concept in strategic management in the era of uncertainty and provides new research horizons for the development of more data-driven and generalized models.

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

Abstract Abstract This study was conducted with the aim of investigating the effect of reducing customer confusion in choosing domestic automobile manufacturers' brands, based on brand quality and brand experience. The research method is applicable in terms of its purpose, quantitative in terms of implementation method, and descriptive-correlational in terms of nature and method. The statistical population of the study consisted of sales and marketing managers of domestic automobile manufacturers such as Iran Khodro and Saipa Zamyad in Tehran. Due to the lack of accurate statistics on the number of incoming tourists, the Cochran formula was used for an unlimited population to determine the sample size, estimated at 384 people. A standard questionnaire based on a 5-point Likert scale was used to collect research data. The content validity of the tool was confirmed by specialists and experts, and Cronbach's alpha and composite reliability methods were used to measure the reliability of the tool. By distributing the questionnaire, the validity of the instrument was measured with three methods: construct validity (external model), convergent validity (AVE), and divergent validity. The AVE value for all variables should be greater than 0.5. SPSS and PLS software were used to analyze the data. The research findings show that brand quality, brand experience, customer satisfaction, and addressing this confusion and providing solutions to reduce it can help improve the shopping experience of domestic automobile manufacturers' customers and increase their satisfaction. Introduction Today, the automotive industry is one of the key and vital industries in every country. With the rapid growth of technology and continuous changes in customer needs and demands, domestic automobile brands are facing serious challenges in attracting and retaining customers. Customer confusion, as a psychological phenomenon, can have a negative impact on customer purchase decisions. Customer confusion in choosing domestic car brands is a serious problem that can have a negative impact on purchasing decisions. By identifying the dimensions and components of this confusion and applying appropriate solutions, such as training and information, improving the user experience, providing quality after-sales services, and using modern technologies, the current situation can be improved. Ultimately, these measures can lead to increased customer satisfaction and strengthening their loyalty to domestic brands. (Karadayi-Usta, 2025). Customer confusion is one of the important challenges in today's competitive markets (zeinalitajani et al., 2025). This concept refers to a situation where the customer, when faced with multiple options and extensive information, is unable to correctly interpret the features and benefits of products and his decision-making is delayed or erroneous. Confusion can be caused by a wide variety of brands, similarity of features, contradictory advertising messages and information overload, and ultimately negatively affect customer satisfaction, trust and loyalty. Reducing this confusion helps customers make faster and more confident decisions and increases the value of the shopping experience (baniasadi et al., 2025). In the automotive industry, due to the complexity of technical features, the wide variety of models and extensive competitive information; the likelihood of customers encountering information overload or similarity between brands increases. In addition to increasing decision-making stress, this situation can undermine customer trust and reduce the perceived value of the brand, which ultimately has a negative impact on the final choice. Brand quality is one of the determining factors in choosing a car. Brand quality is defined as one of the key factors in consumer decision-making, beyond the characteristics of the product or service; and includes the customer's perception of performance, durability, service, and brand reputation. Brand quality plays an important role in building trust, increasing satisfaction, and reducing decision conflict, and can reduce the effect of confusion (fereydouni et al., 2024). Research has shown that brands with high perceived quality encourage customers to make more confident choices and have a more positive experience, and in the long run, increase brand loyalty and equity (doroudi et al., 2024). Customer confusion not only leads to delay in decision-making, but can also affect customer loyalty to the brand; therefore, reducing this confusion by increasing brand quality and enhancing brand experience can lead to more confident and satisfying customer choices. Hence, the researcher's concern led to the question: what is the effect of reducing customer confusion in choosing domestic automaker brands based on brand quality and brand experience? Theoretical foundations Customer experience Customer experience, as a key concept in marketing and customer management, was first introduced as a set of customer perceptions and emotional, cognitive and behavioral reactions in interaction with the brand. Research shows that customer experience goes beyond mere satisfaction and includes all touchpoints or points of contact of the customer with the business (Kronheim et al., 2024). Every interaction, whether viewing a product, browsing a website, the purchase process, after-sales service or contacting support, can create a positive or negative experience for the customer that has a direct impact on his future purchasing behavior and loyalty (Gahler et al., 2023). Brand quality Brand quality, as one of the most important elements in brand management and consumer behavior, is a concept that has been considered in the marketing and strategic management literature for decades (Sugianto et al., 2022). This concept goes beyond the technical quality of a product or service and refers to the consumer's perception of the value, credibility, and effectiveness of the brand. In other words, brand quality not only includes tangible product features, such as durability, performance, and reliability, but also intangible dimensions such as brand credibility, customer loyalty, and overall brand experience (Ismail, 2025). Baniasadi et al. (2025) investigated "The Mediating Effect of Customer Experience Variable on Reducing Customer Confusion in Corporate Banking: A Mixed Research Approach". After extracting the required data, the researchers presented their paradigm model in the form of 6 main dimensions and 27 sub-dimensions by analyzing the data and using open, axial, and selective coding. The goal of corporate banking is for a company to be able to receive all financial services in a fast and effective way, so that instead of providing limited services to a large number of customers, which leads to increased bank costs and prevents customization of the services provided, it can provide extensive and special services to its highly valued customers to reduce operating costs and increase the bank's long-term productivity. The result showed that consumer confusion has an impact on customer experience. Ghasemi Naji (2024) studied "Customer experience, customer relationship management and service quality with the mediating role of customer satisfaction on customer profitability and loyalty". The results showed that 6 hypotheses were confirmed at a 95% confidence level, and 2 hypotheses were not confirmed. Customer experience with the mediating role of customer satisfaction has a positive and significant effect on customer loyalty of Kowsar Insurance in Gilan Province. Customer relationship management with the mediating role of customer satisfaction has a positive and significant effect on customer loyalty of Kowsar Insurance in Gilan Province. Research Method The present study is applicable in terms of purpose, and descriptive-analytical in terms of method. Library and field methods were used to collect data. The statistical population of the study was formed by sales and marketing managers of domestic automobile manufacturers such as Iran Khodro and Saipa Zamyad in Tehran. Due to the lack of accurate statistics on the number of incoming tourists, the Cochran formula was used for an unlimited population to determine the sample size, and the sample size was estimated at 384 people. The sampling method was simple random sampling. A questionnaire was used to collect field data. The reliability of the questionnaire was measured by calculating Cronbach's alpha and calculating the composite reliability coefficient (cr). The value of Cronbach's alpha and the composite reliability coefficient for each variable are between zero and one, and if the value obtained is higher than 0.7, the questionnaire has appropriate reliability. The results of the Cronbach's alpha and composite reliability of the questionnaire confirm the appropriate reliability of the questionnaire used. Research findings The research findings showed that improving the quality of brand information, promoting brand quality, and creating a positive brand experience play a significant role in reducing customer confusion in the selection process. The results of path analysis indicate that reducing customer confusion directly increases their satisfaction, and this satisfaction in turn leads to strengthening positive word-of-mouth. Brand quality also has a positive and significant effect on customer satisfaction and can improve their perception of the brand. In summary, integrated management of brand information and quality, along with a focus on brand experience, pave the way for more informed customer decision-making and desirable behavioral outcomes for the brand. Discussion and Conclusion The results of the study showed that brand information has a positive and significant effect on reducing customer confusion. The positive path coefficient and the value of the T-statistic indicate a direct and significant effect of this variable. This finding is consistent with previous research; for example, Baniasadi et al. (2025) have stated that providing clear and accurate information to customers plays an effective role in reducing confusion and improving decision-making. Also, Ghasemi Naji (2024) showed that comprehensive and reliable information increases the customer's ability to process options and make informed choices. Based on these results, it can be said that improving the quality and transparency of brand information is an effective tool for managing customer confusion. Brand quality also had a positive and significant effect on reducing customer confusion. The results showed that customers evaluated brands with high perceived quality more easily and made decisions faster. This finding is consistent with the studies of Ismail (2025) and Prabowo et al. (2023) that brand quality increases trust, reduces ambiguity, and reduces customer decision conflict. In general, brands that provide consistent messages and reliable quality have the ability to reduce customer confusion, which directly affects their informed choice and final satisfaction. Brand experience or customer experience also plays an important role in reducing confusion. The results showed that a positive customer experience simplifies the information processing process and makes customer choices clearer. This finding is consistent with the studies of Kronheim et al. (2024) and Roustaee Gholpaygani et al. (2023) who state that brand experience includes emotional, cognitive and behavioral interactions of the customer and that a positive experience reduces conflict and confusion in decision-making. Therefore, designing an optimal brand experience is the key to reducing confusion and increasing customer satisfaction. The results of the study showed that customer satisfaction has a positive and significant effect on reducing confusion. Satisfied customers, with greater trust in the brand and its information, are less confused and have more confident decision-making. This result is consistent with the research of Khanzadeh (2024) and Behera et al. (2024) that customer satisfaction, as a mediating factor, facilitates the shopping experience and information processing and strengthens customer loyalty behavior. Therefore, improving customer satisfaction is one of the most important strategies for reducing confusion and increasing the effectiveness of brand strategies.

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

Abstract Abstract The aim of the present study is to identify and prioritize key capabilities that affect marketing performance in small and medium-sized businesses. In the qualitative part, this study examined 5222 initial articles using a meta-synthesis and systematic review of research literature published between 2019 and 2025, and after staged qualitative and content screening, 42 eligible articles were selected for analysis. By analyzing the content of the selected articles in MAXQDA software, 224 initial codes were finally categorized into 8 final categories. In the quantitative part, in order to prioritize these capabilities, the analytic hierarchy process was used with the opinions of 10 industry experts, and the reliability of the results was confirmed with a discrepancy rate of less than 0.1. The results show that the most important final categories include integrating customer relationships and the effectiveness of marketing strategies, innovation and networking for sustainable competitive advantage, agile adaptation to market-driven innovation, data-driven digital transformation, developing digital support ecosystems, low-cost entrepreneurial marketing, and green marketing strategies. From the experts’ perspective, the three capabilities of “effective implementation of the marketing plan”, “product innovation”, and “multi-channel marketing” are of the greatest importance in improving the marketing performance of small and medium-sized businesses. It is suggested that managers of these businesses improve their marketing performance by developing documented marketing plans, developing product innovation based on customer interaction and integrating presence in online and offline channels. Introduction In today’s world, small and medium-sized businesses are known as the engines driving innovation, economic growth, and employment; but in the face of challenges such as resource constraints, lack of expertise and digital transformations, their marketing performance is increasingly under pressure (D’Angelo & Presutti, 2019; karamipour meysam, 2023). Marketing performance in these firms depends on their ability to achieve marketing objectives such as increasing sales, growing market share, and promoting customer loyalty. Numerous studies have shown that developing marketing capabilities, including internal and operational capabilities such as effective resource utilization, implementing innovative strategies, and promoting brand, play a decisive role in improving marketing performance (Adesoga & James, 2019). Factors such as product innovation, service differentiation, and the use of digital tools including social media and data analytics have been identified in the literature as key drivers of competitiveness enhancement (Al Koliby et al., 2024; Khan et al., 2019). However, small and medium-sized businesses have faced challenges in effectively utilizing these digital capabilities. Previous studies have mainly examined topics such as marketing performance and marketing capabilities in the context of specific industries or large organizations, and less has been done on the structured and prioritized analysis of these capabilities in the context of SMEs. (Agusdin et al., 2023; Hendar et al., 2020) Therefore, the present study first extracted marketing capabilities in the research literature using the meta-synthesis method; then these factors were prioritized from the perspective of industry experts using analytical hierarchy process. Therefore, the study seeks to answer its main question, "Which of the marketing capabilities, based on the evidence of past studies, has the greatest impact on improving the marketing performance of SMEs and what is their priority according to industry experts?" The answer to this question can lead to the development of a theoretical framework to guide managers' decisions in allocating limited resources and increasing the effectiveness of marketing strategies in small and medium-sized businesses. Theoretical Framework Marketing Performance in Small and Medium-sized Enterprises (SMEs) Marketing performance, as a key indicator for evaluating business success, indicates the extent to which a business achieves its marketing goals through metrics such as sales growth, market share, customer loyalty, and profitability. This performance is influenced by factors such as customer satisfaction, brand awareness, click-through rate, conversion rate, and social interaction. In domestic and foreign research, marketing performance has been measured quantitatively through financial indicators and qualitatively through customer perception. (Darmanto et al., 2022; Habib et al., 2021; Mamontova et al., 2024). Domestic studies have also shown that factors such as brand management, innovation, social media, and cultural adaptation of products play a key role in improving the marketing performance of SMEs in Iran (Ahmadi-Esfahani, 2024; Safari et al., 2018; Omidi & Moghimian, 2024). Marketing Capabilities in Small and Medium-Sized Businesses Marketing capabilities refer to the internal and operational capabilities of an organization in effectively utilizing resources, knowledge, and new technologies to create competitive advantage. These capabilities have been examined in the literature using the RBV theories, dynamic capabilities, relational capital, and the TOE framework (Teece, 2023; Farida et al., 2024; Salah & Ayyash, 2024). A review of studies shows that capabilities such as product innovation, digital marketing, market orientation, customer relationship management, and marketing intelligence play a key role in the success of SMEs (Rezvani & Fathollahzadeh, 2020; Wibawa et al., 2022). At the operational level, the development of intelligent marketing systems, information technology integration, and market sensing are considered to be the most important capabilities (Wirawan et al., 2021; Mulyana et al., 2024). In this regard, Hooley's (1999) three-layer model has also been used as a structured framework for classifying marketing capabilities at three levels of marketing culture, marketing strategy, and marketing operations (Hooley, 1999). This research attempts to redefine this classification by using the meta-synthesis and analytic hierarchy process method and provide a comprehensive and prioritized framework for improving marketing performance in SMEs. Research Methodology In the qualitative section, the meta-synthesis method was used as a systematic method to analyze previous studies. Data were extracted from 5222 articles indexed in reputable databases between 2019 and 2025. By applying the inclusion and exclusion criteria, 43 selected articles were analyzed using MAXQDA software and 224 conceptual codes were classified into 8 main categories. In the quantitative and analytical hierarchy process (AHP) section, data were collected through a paired comparison questionnaire from the perspectives of 10 experts in the field of marketing and SMEs. Data analysis was performed with Excel software, and a discrepancy rate index of less than 0.1 indicated the validity of the responses. Research findings Customer relationship integration and strategic marketing effectiveness, agile adaptation and market-oriented innovation in SMEs, sustainable competitive advantage through innovation and networking, data-driven digital transformation for smart marketing, supporting ecosystem and digital empowerment, cultural brand positioning in niche markets, entrepreneurial marketing with an agile and low-cost approach, and green marketing strategies for competitive sustainability are among the categories obtained. In the quantitative and hierarchical analysis section, data was collected through a paired comparison questionnaire from the perspectives of 10 experts in the field of marketing and SMEs. Data analysis was performed with Excel software and a discrepancy rate index of less than 0.1 indicated the validity of the responses. The most important categories according to the experts were respectively: implementation of the marketing plan (0.451), product innovation (0.233), multi-channel marketing (0.162), strategic collaboration (0.061), and aggressive sales (0.049). Conclusion This study aimed to identify marketing capabilities that have an impact on improving the marketing performance of SMEs and prioritize them according to industry experts. Based on the results, it was determined that “implementation of the marketing plan” has the greatest impact on improving marketing performance; because it is aligned with components such as “customer relationship integration”, “data-driven digital transformation”, and “agile entrepreneurial marketing” in previous research (Mishra et al., 2024; Salah & Ayyash, 2024; Sutanto et al., 2024). This capability, playing a key role in operationalizing strategies, is doubly important, especially in resource-constrained conditions in SMEs (Hendar et al., 2020; Rezvani & Fathollahzadeh, 2020; Shaferi et al., 2024). Also, “product innovation”, which is linked to components such as “agile adaptability”, “sustainable competitive advantage”, and “entrepreneurial marketing”, was identified as the second priority. This finding is consistent with previous studies that emphasize that innovation in SMEs should be fast, market-oriented, and low-risk (Afriyie et al., 2020; Khasanah & Sukresna, 2023; Wirawan et al., 2021). “Multichannel marketing” has also been proposed as a third capability, alongside “cultural brand positioning” and “digital transformation” (Agusdin et al., 2023; Hendar et al., 2020; Nuryakin & Maryati, 2022; Shaferi et al., 2024). This capability helps maintain customer loyalty and enhance customer experience through message consistency across different digital and traditional channels. For future research, it is suggested to follow three paths: (1) empirically testing the proposed model with quantitative methods such as structural equation modeling, (2) comparative analysis of marketing capabilities across industries or countries to explore cultural and structural differences, and (3) developing standardized metrics to measure these capabilities in practice.

Abstract Abstract The aim of this study is to present the structure of sharing economy value co-creation with scientometric analysis approaches and systematic literature review. Sharing economy is an activator of passive value of assets, with a system of value co-creation for all. Within the value co-creation structure, based on a pluralistic foundation, the fundamental nature of value creation is co-creation. Sharing economy value co-creation is an interactive event of value creation of the chain of interlocutors in providing products/services. The success of sharing economy requires a deep and comprehensive understanding of the structure of this progressive value creation, and requires a combination of linking insights into the pillars and components. However, despite the considerable diversity of the literature; the disaggregation and lack of coherence of existing research are the challenges facing the advancement of promotion, development, and elevation of this field. Therefore, with the aim of providing an up-to-date, integrated and comprehensive perspective, leading to a exhaustive understanding of the body of knowledge on value co-creation in the sharing economy, while analyzing the scientometrics of the software (VOSviewer), a systematic review was conducted with 125 research articles from 2017 to 2024, indexed in the Scopus and Web of Science databases, aggregating the literature at the intersection of value co-creation and the sharing economy. The summary result of the combination of a wide range of perspectives and themes examined is to provide a thematic mapping of the conceptual framework of the value co-creation structure in the sharing economy. Introduction The goal of business processes is to transform input into valuable output. New technologies are the fundamental tools for improving these processes. The global consumption model is changing as a result of the development of information technology and mobile communications. These developments have led to a wide range of innovations and unprecedented changes in business relationships and models in a more competitive and value-creating way for themselves and their customers (Pérez-Pérez & Nebreda-Calvo, 2024). However, the efficient implementation of new business processes is accompanied by many complexities (Díaz et al., 2023). Value creation and profitability are the core of business development and survival (Ertz & Sun, 2024). Value is a multivariate concept, and requires precise determination of dimensions (Alalääkkölä et al., 2023); value co-creation is a broad concept describing collaboration between stakeholders (Ribeiro et al., 2023); And the sharing economy is an innovative social business model of resource-efficient use (Li & Fang, 2022), based on providing temporary ownership of assets and affordable access to goods/services (Barari et al., 2022). The unique value of the sharing economy lies in activating the passive value of assets (Thornton, 2024), and matching users with neutral resources (Chiarini & da Silva Neto, 2023). In this study, the value co-creation of the sharing economy, the collaborative process of interested co-creators, results in value creation in the sharing economy. The relative newness of the sharing economy, and the equally nascent concept of value co-creation; in addition to the fragmentation of studies on the existential dimensions of value co-creation in the sharing economy, have led to a lack of effective visualization of its potential; the cause of the knowledge gap in the coherent and systematic understanding of the subject is in the sequence of identifying the need and necessity of drawing a comprehensive view of it. A necessity arising from the importance of the effects of co-creation of value in the sharing economy (Chuang, 2023) in environmental value creation and, in turn, in the overall well-being of society (Wang & Ran, 2024); and a requirement for the advancement of knowledge in a comprehensive understanding of the mechanisms of value creation in the new business model of the sharing economy, leading to co-creation of value through smart technology (Díaz et al., 2023); in the form of presenting a systematic review of the concept, based on the exploration and in-depth study of the existing literature, resulting in a comprehensive presentation of the understanding of the subject, providing integrated insight with the use of research and management analyses; in line with the enrichment of the literature of the existing body of knowledge; and leading to paths for future research. Accordingly, the present study seeks to answer the following question: What is the co-creation of value in the sharing economy? Theoretical Framework Value Creation in the Sharing Economy Value creation in the sharing economy platform requires the collective participation of internal and external resources of the platform ecosystem, joint actions, and resource integration (Sun & Ertz, 2024); includes activities of aggregation, mobilization, and resource development, along with the interaction of services in the system (Mbanefo & Grobbelaar, 2024). The concept of value creation, in the sharing economy leads to the concept of value co-creation (Koul et al, 2022). Value co-creation The concept of value co-creation in business expresses the nature of interactive processes, and the ways of using the power of shared resources in value creation (Corsaro & Murtarelli, 2024). Value co-creation, collective value creation in creating synergy and unification of ideas (Berenguer-Contri et al., 2024), requires a collective perspective in pooling resources and applying competencies (Wei et al., 2024), and is a new business paradigm in improving systemic processes (Aboalganam et al., 2024). Co-creation of value in the sharing economy The sharing economy is a conceptualized system of value co-creation performance, resulting from the interaction of actors and technology (Yang et al., 2024). Co-creation of value in the sharing economy occurs at different stages of service provision, through user collaboration (Jia et al., 2023), including the co-creation of value by customers, service providers, and the platform (Zou & Shao, 2022). By identifying the main sources of co-creation, co-destruction, and co-enhancement of value, including customer service consisting of the quality of interaction with customer service representatives, resolution, satisfaction/dissatisfaction with the solution provided, and consumer costs; as well as service provider behavior including the role of provider communication in service improvement, and perceived unethical actions by the provider; Sthapit et al., (2024) show that the joint participation of actors in the recovery of service failures leads to co-improvement of value. In examining the antecedent effect of “service provider role overload” on value co-creation behavior in the sharing economy; while pointing out the consequences of role overload, including increased emotional exhaustion of service providers, and decreased value co-creation activity; Han et al., (2024) propose “platform support” to modulate and control this mechanism that disrupts value co-creation. Research methodology The sharing economy is an enabler of the passive value of assets, with a system of value co-creation for all. In the value co-creation structure, based on a pluralistic foundation, the fundamental nature of value creation is co-creation. The value co-creation of the sharing economy is the interactive event of value creation of the chain of interlocutors in the provision of products/services. The success of the sharing economy requires a deep and comprehensive understanding of the structure of this progressive value creation, and requires a combination of insights into the pillars and components. However, despite the considerable diversity of the literature; the disaggregation and lack of coherence of existing research is the challenge facing the advancement of the promotion, development, and elevation of this field. Therefore, with the aim of providing an up-to-date, integrated and comprehensive perspective, leading to a comprehensive understanding of the body of knowledge on the value co-creation of the sharing economy, while analyzing the scientometrics of the software (VOSviewer), a systematic review was organized with 125 research articles from 2017 to 2024, indexed in the Scopus and Web of Science databases, aggregating the literature at the intersection of value co-creation and the sharing economy. Research findings VOSviewer software was used to analyze the data and a systematic review was conducted, with 125 research articles from 2017 to 2024, indexed in Scopus and Web of Science databases, integrating the literature at the intersection of value co-creation and the sharing economy. The summary result of the combination of a wide range of perspectives and themes examined is to present a thematic mapping of the conceptual framework of the value co-creation structure of the sharing economy. Conclusion The present study aimed to present the value co-creation structure of the sharing economy with scientometric analysis approaches and a systematic literature review. Researchers have made significant progress in strengthening the theoretical foundation of the concept of value co-creation (Tian et al., 2024). Their efforts have focused on identifying the essential components of value co-creation actors, practices, processes, and outcomes (Zou & Shao, 2022); understanding the complex relationships of the core elements leading to optimal effectiveness (Kiettikunwong & Narot, 2024); and understanding how to guide this valuable convergence in the equitable allocation of value, leading to the streamlining of the value co-creation paradigm (Tan et al., 2024) with a more comprehensive contribution for the present and the future. The first systematic review (Vasil M et al., 2024) provides a framework consisting of antecedents, decision structures, and outcome structures of value co-creation in the sharing economy. The present study (the second systematic literature review), while acknowledging the intertwining of the concepts of sharing economy and value co-creation (Ren et al., 2021; Zhang et al,, 2018); describes the sharing economy as a system of value co-creation practices (Linton, 2024); and the goal of the sharing economy is identified as value co-creation (Nadeem & Salo, 2024). Value co-creation is a new approach to the economic concept of value (Latif et al., 2024; Liu et al., 2024), and an emerging phenomenon in the business ecosystem (Hassan Shah et al., 2022). Value co-creation strategies play a very effective role in the desired well-being of society (Alimamy et al., 2024; Zhang et al., 2024). Considering the many steps to the development of research in the field of the concept; studies aimed at addressing and filling the identified gaps, including the search for innovative strategies, tools, and techniques; redesigning process models; exploring new mechanisms of participation; implementing the concept in other ecosystems; and examining the impacts, opportunities, and challenges of value co-creation in the sharing economy in developing countries are all areas for future research. On the other hand, despite the insights gained based on the gradual development of the concept over time, the inevitable limitations of the study can be proposed as suggestions for future research.

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

Abstract The aim of the present study is to design a consumer behavior model of pregnant mothers in choosing a specialist doctor. The research method is applied in terms of its purpose and mixed (qualitative-quantitative) in terms of implementation. The statistical population of the qualitative part of the study consists of 20 pregnant mothers from the middle and upper classes of Mashhad who have experienced their first pregnancy, which is a snowball sampling method. The quantitative statistical population consists of 384 pregnant mothers who were selected as samples using a purposive and judgmental sampling method. Data collection in the qualitative part was carried out through semi-structured interviews and in the quantitative part, a researcher-made questionnaire. For analysis in the qualitative part, phenomenological analysis with a Claise approach was used for text data analysis, and in the quantitative part, SPSS and Lisrel software were used. The results of the qualitative research showed that 45 codes were identified in the form of 18 sub-themes and 9 themes, which include the characteristics of the gynecologist, introducing friends and acquaintances, dynamism at work, having hardware and equipment, insurance and salary laws, physician up-to-dateness, criterion-centeredness, establishing positive relationships with patients, and development-centeredness. The results of the quantitative part showed that the personal characteristics of the physician affect the consumer behavior of pregnant mothers in choosing a gynecologist. The way the physician provides medical services affects the consumer behavior of pregnant mothers in choosing a gynecologist. The characteristics of the relationship between the physician and the patient affect the consumer behavior of pregnant mothers in choosing a gynecologist.

Abstract The aim of this study is to identify the credit risk factors of customers in public and private banks. The research method is applied in terms of purpose and mixed implementation method (qualitative-quantitative). The statistical population includes 5 experts in the field of banking and was selected through purposive and accessible sampling. The data collection tool is a semi-structured interview and a matrix questionnaire for ranking and evaluating indicators. Using structural analysis and systematic modeling methods, data related to the credit risk of bank customers were collected and analyzed. First, the dimensions and indicators affecting credit risk were identified and then pairwise comparisons were performed using the Delphi method and expert opinions. In the next stage, the effectiveness and impact of the variables were determined using the MICMAC method and the variables were categorized into one of four groups based on influence and dependence: autonomous, dependent, linked, and key. The results showed that variables such as employment and stable income, adequate housing, and fair distribution of infrastructure facilities and services were identified as key and effective variables in reducing credit risk. Also, variables such as external conditions and type of activity were included in the group of dependent and autonomous variables. This research can help bank managers and policymakers in improving credit risk assessment methods and making appropriate decisions.

Abstract The purpose of this research is to investigate the relationship between investors' tendencies in the insurance industry with an emphasis on the psychological model. The present research is applied in terms of purpose and descriptive-survey in terms of nature. The statistical population consists of 140 investors and capital market activists who were selected by random sampling method. A questionnaire taken from the qualitative section was used to collect research data. Data analysis was performed using SPSS and Lisrel statistical software. Based on the findings of the qualitative section, four dimensions of perceptual factors, economic factors, emotional factors, and control factors were obtained. Therefore, the results showed that the variables and influential factors in this research, after reviewing past studies and interviewing experts, include perceptual factors, economic factors, emotional factors, and control factors. Based on the results of the structural equation testing and the obtained statistics, it can be seen that the coefficients of all factors have a significant effect on the final model and the effect of all factors on the structural-process pattern of investors' tendencies in the insurance industry with an emphasis on psychological factors is confirmed.

Abstract This study aimed to investigate the mediating role of eye contact and status-oriented consumption in the effect of consumer materialism on the intention to purchase Apple products. The research method is applied in terms of its purpose, quantitative in terms of implementation method, and descriptive-correlational in terms of nature and method. The statistical population of the study was all consumers of the Apple brand over 18 years of age in Yazd. The statistical sample was selected from the aforementioned individuals using the convenience sampling method. A standard questionnaire based on a 5-point Likert scale was used to collect research data. The content validity of the tool was confirmed by experts and specialists, and Cronbach's alpha and composite reliability were used to measure the reliability of the tool. By distributing the questionnaire, the validity of the tool was measured with three methods: construct validity (external model), convergent validity (AVE), and divergent validity. The AVE value for all variables should be greater than 0.5. SPSS and PLS software were used to analyze the data. The findings of the study show that consumer materialism does not have a direct positive and significant effect on Apple brand consumers' purchase intention. However, the mediating role of status-oriented consumption and ambivalence in the relationship between materialism and purchase intention was confirmed.

Abstract The aim of this research is to design and validate a corporate governance measurement model with an emphasis on physical asset management using a fuzzy Delphi approach and factor analysis (case study: thermal power plants in the country). In terms of strategy, this research is classified as a mixed (quantitative-qualitative) research. In the qualitative part, the fuzzy Delphi method was used, and in the quantitative part, first-order and second-order confirmatory factor analysis was used. The panel members in the fuzzy Delphi method were fifteen experts, and the number of samples in the confirmatory factor analysis section was estimated to be 156 samples. The fuzzy Delphi method was implemented in three rounds, and the experts reached a consensus on the selected indicators. The number of panel members in this section was fifteen. The fuzzy Delphi method was used to analyze the data in the qualitative part, and SPSS and PLS were used in the quantitative part. The results showed that the designed model consists of ten dimensions, and its dimensions include 1) strategy; 2) process optimization; 3) equipment; 4) management and support systems; 5) supply chain management; 6) Performance management and evaluation; 7) Work management and organization; 8) Primary care; 9) Teamwork with a focus on a systems perspective; and 10) Employees. According to the results obtained in line with the identified dimensions, the process optimization dimension with a path coefficient of 0.856 was identified as the most important dimension, performance management and evaluation with a path coefficient of 0.832 as the second dimension, and equipment with a path coefficient of 0.83 as the third important dimension in the model.

Abstract The aim of this study is to design an indigenous managerial model of the Central Bank’s digital supervision for forward‑looking policymaking in Iran’s banking system. This research adopts a qualitative descriptive–exploratory approach to examine the experiences and perspectives of experts. The study population consists of 20 senior managers from the Central Bank, state‑owned and private banks, as well as fintech specialists, who were selected through purposive sampling. Data were collected through semi‑structured interviews. The data were analyzed using MAXQDA software.The results revealed 184 initial codes, which were categorized into 42 sub‑themes and three main dimensions: (1) structural dimensions, (2) process dimensions, and (3) human dimensions. The findings indicate that the proposed model has the potential to reduce systemic risks by 40 percent and is compatible with Iran’s domestic conditions, including international sanctions and geopolitical tensions. This study addresses the existing gap in localized digital supervision models and offers practical recommendations such as the approval of the CBDC regulatory bill and the implementation of annual training programs by the Central Bank of Iran (CBI). Ultimately, the proposed model provides a strategic framework for forward‑looking policymaking in Iran’s banking system and contributes to enhancing financial sustainability and digital innovation.

Abstract In recent years, medical tourism has emerged as an emerging and growing industry globally. In this regard, medical tourism marketing is considered a key tool to attract patients and enhance their experience on these trips. The aim of the present study was to identify and explain the medical tourism marketing model with an emphasis on the quality of medical services. The statistical population of this study included hospital managers who have an international patient admission department who have at least 10 years of experience in hospital management or experience in treating foreign patients within the country and also have sufficient experience in planning for the entry of foreign tourists (preferably Persian Gulf countries due to their greater proximity and familiarity with Iranian international hospitals and Iran's greater interactions with these countries), and medical tourism executives of the Ministry of Health and Treatment, and patients who have experience in treatment in Iranian hospitals. The data collection tool was a semi-structured interview, and the researcher reached theoretical saturation by conducting fifteen interviews. In the qualitative part, the researchers used a phenomenological strategy including open, axial, and selective coding in order to achieve the research model. The findings showed that the quality of communication with patients, the presence of multilingual staff, and the creation of a friendly and calm environment have an impact on the experience of medical tourism businesses in Tehran. The findings also showed that medical tourism businesses need attention. It is about the patient experience. And this experience can lead to increased patient satisfaction and loyalty and an increase in the number of medical tourists.

Abstract The goal of the present research is to design an appropriate network marketing model with an entrepreneurial approach in the food industry. This research is applied in terms of objective and qualitative in nature. Data were collected through semi-structured interviews with experts in the fields of marketing, entrepreneurship, and the food industry and analyzed using thematic analysis. The findings of the research led to the identification of a set of basic themes, organizing themes, and 10 overarching themes, which were presented in the form of a coherent model. The results indicate that success in this ecosystem relies more than anything on the intelligent integration of ‘cultural-tribal authenticities’ with ‘modern entrepreneurial and digital capabilities.’ Themes such as adaptive-religious marketing strategies, dynamics of tribal networks, and governance based on trust and commitment were recognized as the main pillars of social acceptance and market penetration. Furthermore, the findings highlight that entrepreneurial orientation, knowledge management, and digital transformation are the main drivers of market performance improvement and sustainable value creation. Ultimately, this research presents an operational framework showing how synergies between traditional trust structures and modern technologies can lead to resilience and competitive advantage in the food industry of Iraq. This model can serve as a roadmap for entrepreneurs and policymakers to develop network marketing in similar markets.

Abstract The present study aims to explain the customer retention pattern in electronic banking. The research method is applied in terms of its purpose, quantitative in terms of implementation, and descriptive-correlational in terms of nature and method. A standard questionnaire based on a 5-point Likert scale was used to collect research data. The content validity of the tool was confirmed by specialists and experts, and Cronbach's alpha and composite reliability were used to measure the reliability of the tool. By distributing the questionnaire, the validity of the tool was measured with three methods: construct validity (external model), convergent validity (AVE), and divergent validity. The AVE value for all variables should be greater than 0.5. SPSS and PLS software were used to analyze the data. The results of structural equation modeling with SmartPL software showed that integrated service quality, strategic marketing communications, digital interactive experience, and predictive innovation play a decisive role in increasing customer satisfaction, trust, and loyalty. Service quality creates a positive customer experience by providing easy access, proper system performance, and a variety of services, and reduces churn. Strategic marketing communications with targeted and personalized interactions strengthen the customer's sense of belonging to the bank. Digital interactive experiences increase customer loyalty by designing simple user interfaces, building trust, and incorporating human elements. Predictive innovation also creates lasting satisfaction and trust by anticipating customer needs and providing smart and secure services. The research findings emphasize that banks' success in retaining customers requires a comprehensive and simultaneous approach to these four factors.

Abstract This study aimed to identify the dimensions and components of sales personnel guidance in Baghdad Family Mall and to propose a paradigmatic model in this context. The research is applied in its purpose and qualitative in nature, employing a Grounded Theory approach. Data were collected through in-depth, semi-structured interviews with 20 experts—including active sales personnel from various departments of Family Mall in Erbil—and analyzed through a three-stage coding process (open, axial, and selective) using MAXQDA 10. The findings led to the development of a paradigmatic model where the core phenomenon is ‘employee guidance,’ with an emphasis on internal motivation and passion. This phenomenon is shaped by causal conditions, including personality traits, professional competencies, work conscience, and experiential capital. Furthermore, contextual factors, such as organizational support, training facilities, and a learning-oriented physical and psychological environment, as well as intervening factors, such as specific retail environmental challenges and internal organizational processes, influence this process. In response to these conditions, strategies such as structured training, precise scheduling, and on-the-job learning are adopted, resulting in outcomes such as professional and organizational development, enhanced individual efficiency, and personal well-being in the workplace. These results can serve as a foundation for retail managers to improve human resource productivity by fostering a coaching-oriented culture and optimizing guidance processes.

Abstract This research was conducted to design a fan value creation model in the metaverse space for Iranian Football Premier League clubs using a fuzzy structural interpretive approach. The research method was exploratory mixed in two sequential phases. In the qualitative phase, value creation components were identified through in-depth interviews with eighteen academic experts, club managers, and technology specialists. In the quantitative phase, using the fuzzy interpretive structural modeling technique and the opinions of fifteen experts, the causal relationships and leveling of components were analyzed. Fuzzy calculations and defuzzification were performed using Excel 2019 software, and MICMAC analysis and chart drawing were conducted using MATLAB 2021. The findings led to the identification of six main dimensions, including experiential, social, economic, entertainment, informational, and participatory value, each comprising twenty-four sub-components. The fuzzy interpretive structural model revealed that digital assets, non-fungible tokens, interactive games, and access to real-time data, as independent variables with the highest driving power, play a primary driving role. MICMAC analysis identified three categories of independent, linkage, and dependent variables, which indicate the complex hierarchical structure of value creation. This study contributes to expanding theoretical knowledge in the field of digital sports marketing by providing an operational roadmap and a strategic guide for Iranian sports club managers to leverage metaverse opportunities

Abstract The aim of this research was to find patterns in the structural equations of digital human resources in Mellat Bank. The present research is applied-developmental in terms of its purpose, descriptive in terms of data collection, and quantitative in terms of the nature of the data. The data collection tool consisted of two parts: a review and exploration of research literature and upstream documents in the library section and a researcher-made questionnaire in the field section. According to the population survey, approximately 20,000 people were the statistical population of Mellat Bank, and 377 people were selected as samples based on the Cochran formula. Then, the questionnaire was distributed among the quantitative research sample. After collecting statistical data, it was analyzed using PLS software. The results showed that the digital human resources management model includes causal factors (technological, environmental, human, and organizational), contextual factors (digital platform, managerial platform, individual platform), intervening factors (cultural factors and creating new platforms), strategies (organizational and managerial), and consequences (individual, cultural, and organizational), and all relationships in the model are significant.

Abstract The purpose of this research is to analyze the enthusiasm of managers with smart technologies. This research is applied in terms of its purpose and qualitative in terms of data collection and in terms of the research implementation method with a meta-synthesis perspective. This medical research is the seven-step method of Sandelowski and Barroso (2007) in meta-synthesis. This research was conducted using the meta-synthesis method to analyze the enthusiasm of agents with smart technologies, which ultimately identified 25 articles. By analyzing and coding related texts, to identify the main applications, first 67 open codes were identified and these codes were placed in 25 main categories and then these 25 codes were identified in the form of 12 texts according to the type of pattern analysis. It was presented. It showed that creative designers not only help to promote the individual managers, but can also transform the cultural and technological transformation in organizations and improve their competitiveness in the market.

Abstract The present study was conducted with the aim of designing and validating a digital transformation model with a sustainability-based innovation approach in the food packaging industry. This study is a cross-sectional survey study from the perspective of an applied-developmental objective and a cross-sectional survey study in terms of data collection method. A mixed exploratory research design was used to achieve the goal. The qualitative participant population included managers, experts, and specialized personnel in the food packaging industry. Sampling was conducted using a purposive method and theoretical saturation was achieved with 20 interviews. In the quantitative part, the perspective of 150 managers and experts in the food packaging industry was used. The sample size was determined using the effect size and power test method, and the cluster-random method was used for sampling. The data collection tool was a semi-structured interview and a researcher-made questionnaire. The data analysis method was used for data analysis with Maxqda software, and for leveling, structural-interpretive modeling with Micmac software, and for validation, partial least squares with Smart PLS software was used. The results of the research showed that the designed model was identified with 14 components: business resources, digital transformation leadership, digital/sustainable foresight, digital/sustainable strategies, application of new technologies in processes and operations, digital/sustainable key capabilities, digital employee experience, a new approach to innovative processes in the food packaging industry, improving sustainable food packaging practices, designing innovative food packaging, aligning digital/sustainable innovation strategy with digital/sustainable capabilities, business sustainability in the digital age, improving customer experience (digital/sustainable), and implications in the food packaging industry.

Abstract The aim of this study is to present a model of customer participation in insurance services in the context of social media. The research method is applied in terms of its purpose and qualitative in terms of its implementation method, based on the grounded data method. The statistical population of the study includes 8 insurance management experts. The sample size was carried out using the snowball sampling method. Semi-structured interviews were used to collect information. The grounded data technique and MAXQDA software were used to analyze the data. The research findings showed that the pivotal phenomenon is influenced by 13 indicators or causal factors, and 6 indicators or contextual factors and 10 intervening factors are able to affect customer participation in insurance services in the context of social media. In addition, the research results led to the identification of 6 different strategies that can be effective in achieving 6 different outcomes of customer participation in insurance services in the context of social media.