Journal of value creating in Business Management

Abstract Abstract The purpose of this research is to design and explain the behavior model of buyers of luxury goods centered on the gold market. In this regard, while reviewing concepts such as buyers' behavior, luxury goods and the gold market, with interviews from experts and professors in the field of luxury and gold industry as well as marketing, qualitative analysis method was used to present the pattern of behavior of buyers of luxury goods centered on the gold market. The studied community includes all experts and professors in the field of luxury and gold industry as well as marketing. The sample size of the study includes 10 experts in the field of luxury and gold industry as well as marketing, which was selected by the theoretical saturation method. Semi-structured interview and Delphi method were used to collect data in this research. The results of qualitative analysis by Max Kyoda software showed that the components of designing and explaining the behavior model of luxury goods buyers centered on the gold market by thematic analysis method include: 1- social factors, 2- cultural factors, 3- individual factors, 4- economic factors, 5- consumer attitude, 6- consumption motivation, 7- value, 8- experience, 9- awareness and 10- consumer behavior. Also, for these components, 65 indicators were finally approved by the experts. Extended Abstract Introduction Luxury consumption is a relatively global phenomenon that is more widespread in developed countries. It can be said that luxury consumption is more common in cultures that are luxurious and tend to materialism (Heidarzadeh & Reise Rohani, 2014). Social attitude is defined as giving importance to friends knowing that they have a luxury brand and introducing the luxury brand as a symbol, character and high social status. Value attitude means that people value the brand for the reasons: reflection of the personality by the luxury brand, creating identity with the brand, creating a favorable feeling in people, and increasing self-confidence. Hedonic attitude is the attitude towards the luxury brand from the aspects of: luxury brand being fun, not boring, and creating excitement and euphoria by the luxury brand (Schade, Hegner, Horstmann & Brinkmann, 2016). Today, business success cannot be taken lightly; therefore, understanding and predicting consumer behavior is the key to the success of organizations in planning and managing this changing environment (Dehdashti Shahrokh & Ahmadi, 2016). Identifying the factors affecting consumer behavior is very important in all industries, but in some areas, such as luxury brands, it becomes more apparent because the factors influencing the purchase of luxury consumers from ordinary and daily goods are more complex and are rooted in the psychological and social factors of individuals and consumers. They seek to achieve higher values ​​than usual brands (Kapferer & Valette-Florence, 2018). In fact, this research is an attempt to find an answer to the question that what are the most important components of buying behavior of luxury products (gold and jewelry) among Iranian customers? Theoretical framework Along with the significant growth trend of luxury goods consumption, research on luxury goods has also boomed in recent years (Zhang, Cude & Zhao, 2020). Usually, there is no single and coherent definition of the concept of luxury among academics. However, this term is mostly used for products, services or brands that have a higher price, exclusive position in the market, excellent quality, unique beauty and creating a sense of pleasure (Cho, Rha & Burt, 2015). Luxury goods are different from goods that are bought on a daily basis because these products, in addition to being daily needs, also meet social needs such as social prestige, and buyers show their personality by purchasing luxury products (Haghighi Nasab, Islami & Davarpanah Kiasraei, 2016). The gold reserves in the balance sheets of the central banks of the world, on the one hand, and its attractiveness for investment purposes and dealing with the unstable macroeconomic environment, on the other hand, caused this valuable metal to attract the attention of policymakers, researchers, and macroeconomic market players even after the collapse of the Bretton Woods system (Jalili, 2013). Gold is always in high demand by individuals, governments and central banks. The flow of a large amount of financial capital towards gold causes the stagnant capital that could be used in the production capacity of the country (Jalili, 2013). Koles (2022) in a study entitled "Factors affecting the buying behavior of luxury products" investigated the impact of customer experiences on the purchase of luxury products. In this study, which was conducted with a survey approach among 413 customers of luxury products in India, the researchers showed that brand experience, brand resonance and brand trust have a significant effect on the intention to purchase luxury products. Jiachen (2022) in a study entitled "Luxury consumption behavior after the financial crisis" investigated the trend of buying luxury products after the financial crisis in the last decade. In this research, it was found that although the financial crisis affected the market of luxury products as a shock; this influence was temporary and did not have a great impact on the buying behavior of luxury products.   Research methodology In terms of research philosophy, this research falls under positivist studies. In terms of strategy, this research is of an applicable type, which is carried out with a descriptive-non-experimental approach. In terms of the type of data, this research is qualitative. In terms of time, this study is done in a single section. In terms of data collection method, interviews are used in this research. The statistical population of the research consists of experts in the field of luxury and gold industry as well as marketing. In this research, non-probability targeted sampling methods were used to select the sample from purposive sampling. A total of 10 people were interviewed. Data collection continued to the theoretical saturation of the categories until it was not possible to obtain new data. Accordingly, data has been collected through in-depth semi-structured interviews with experts. The Holstein coefficient was used to evaluate the reliability of the interviews. In the present research, in the first step, using the library method and interviewing experts and implementing it in the MAXQDA18 software and performing open and axial coding, the indicators and components were identified and summarized, and then the indicators and components were confirmed by the experts, using the Delphi method, and in the next step, the final framework of the final model was formed using selective coding. Research findings In the current research, MAXQDA20 software was used and open and axial coding of indicators and components was identified and summarized, and then using the Delphi method, the indicators and components were finally approved by experts. In order to design and explain the behavior model of buyers of luxury goods centered on the gold market, 10 components and 65 indicators were identified and approved by experts. In this research, according to the model, it seems that the behavior of buyers of luxury goods will be influenced by the gold market. In the current research, according to the model, it seems that the components of social, cultural, individual and economic factors will affect the consumer's attitude, consumption motivation and value, and in this way, they affect the experience and awareness. The results of the model continue to show that the components of experience and awareness have an impact on consumer behavior. Regarding the indicators obtained in this research, according to the weight obtained in the coding stages, the indicators of feigned behavior and pretending, information search and exploration, aesthetic experience, occurrence of economic crises, ethnic and tribal culture, the most weight was allocated to Iranians. Conclusion The current research was conducted with the aim of designing and explaining the behavior model of buyers of luxury goods centered on the gold market as a qualitative study. The results of this research are in line with the results of Eastman et al., (2020). In an article, they showed the critical roles of social media, peers, and family in influencing students' luxury consumption and providing insight into how they form an emotional bond with them. Luxury marketers can build business relationships with college student consumers by presenting products as current luxury consumer goods and see their consumption expand into the future. It is also consistent with the result of Dhaliwal et al., (2020). They show that the consumer behavior towards luxury goods has been studied in the past. This article combines the determinants of luxury shopping behavior and previous traditions into four main factors: individual factors, psychological factors, cultural and social factors, and factors related to luxury goods. This research is consistent with the current research in terms of individual factors, psychological factors, cultural and social factors. According to the results of the research, it is suggested to investigate consumer behavior by perceived behavioral control and mental norms, adaptive behaviors and attracting the attention of others, as well as pretentious behaviors and pretending in social behaviors and imitative behaviors, following the behavior of widespread urbanization and understanding and predicting the behavior of consumers. It is suggested that by recommending and ordering to people around you about this brand, awareness of product quality and diversity in selection, as well as awareness gained through online advertising, by searching and exploring information, by awareness from family and friends, and awareness through foreign trips and awareness of the internet and satellite networks to improve the level of brand awareness.

Abstract Abstract The purpose of this research is to identify the needs of customers in providing services through electronic channels with a mixed approach. The statistical population includes two groups of managers and experts in the field of electronic banking services, and all customers of Bank Mellat in Ilam city. The sampling of the qualitative part was done in the form of a snowball; and 10 experts and managers were selected, and 384 people were selected in the quantitative part by simple random sampling and through Cochran's formula. The tool for data collection is semi-structured interviews in the qualitative part and researcher-made questionnaires in the quantitative part. To analyze the data, the qualitative part was analyzed by the theme analysis, and the quantitative part by the structural equation model. The results showed that a total of 28 components were identified and extracted in the 5 main categories of service characteristics, service reliability and security, access and service delivery time, understanding and recognition, communication with the customer, and price and cost. Also, the results of the structural equations indicate that the 5 identified categories are among the factors affecting the needs of customers. Extended Abstract Introduction In every industry, in order to respect the customer and create satisfaction, one must move along with the needs and demands of the customers. Since the first Iranian bank started the activity of the army staff payment in a booth until now when a large range of bank branches –Financial and credit institutions - cooperatives and charitable loan funds are operating, all of them have started these activities and creations in order to provide a group of needs of their customers, which according to the diversity of these organizations and the varieties of the service in terms of their customer-oriented statutes, which they have placed at the top of their organization, their activity shows the satisfaction and provision of a group of customers' needs (Ramezani, 2016). The implementation of e-commerce requires the implementation of electronic banking. For this reason, the use of electronic systems in the financial and credit institutions of the world is expanding rapidly, and the number of users of electronic banking services is increasing day by day. What differentiates the services of banks in the use of electronic banking systems from the current methods is the quantitative and qualitative expansion in customer service, in other words, electronic banking gives the customer the possibility to have a wider and more diverse range of services. (Kholosi adab et al., 2017). The current issue is the increasing need of customers to use banking services through electronic channels in order to reduce the effort and increase the opportunity costs of using these services, so providing faster services through information technology, which is currently the top priority of all Banks of the country and the world have been placed in the attention of the majority of customers, because of not paying appropriate attention to it has become a threat to negligence of some customers to the banks. Therefore, using the opinions and demands of customers in providing banking services to them through electronic channels will make the organization successful in the field of electronic banking and increase the number of bank customers due to the fulfillment of their demands. It can be said that creating trust, satisfaction, and usefulness and saving time are among the cases and scales of using electronic banking tools that should be cultured in its growth and promotion. In fact, the main problem of this research is to identify the needs of customers in providing services through electronic channels with a mixed approach. Theoretical framework The banking industry and providing financial and monetary services is one of the important service sectors in every country. The process of privatization and the entry of private banks in Iran for the past two decades has drastically transformed this sector and has led to intense competition in providing better and faster banking services in order to attract the maximum number of customers (Shayestehfar, & Yazdani, 2018).. Electronic banking services are a general concept in the digital development of banking services and the use of services such as mobile banking and internet banking, and the concept of electronic banking and its functions are not yet fully understood by many people, and the necessity of developing electronic banking services in the banking industry is undeniable. (Shaikh, & Karjaluoto, 2015) Kurznack et all, (2021) state that companies must reconsider the way they create value and develop their business in order to thrive in the unstable and uncertain business environment of the future. For this purpose, they developed a model of long-term value creation that supports companies in creating long-term value and determining their strategies based on this, and banks and financial institutions can use this model to evaluate the justification of their investments and loans in the future.  Kaur et all, (2020) also investigated the effect of electronic service quality on the satisfaction of commercial bank customers of the Republic of Botswana; they have emphasized on the effect of aspects such as system availability, execution and privacy as components of electronic service quality of ATMs, on commercial banking customer satisfaction.   Research methodology The current research is developmental-applicative in terms of its purpose, and a descriptive research of an exploratory type in terms of strategy. In terms of the type of data, the current research is classified in the field of mixed research (qualitative-quantitative). The statistical population of the research in the qualitative part includes experts and managers in the field of electronic banking services. In order to identify experts to participate in the research process, the purposeful sampling method available by the snowball method has been used, and by using this method, a statistical sample of 10 people was selected in the qualitative section and their information was used in the research process. In the quantitative part, the statistical population includes all the customers of Mellat Bank in the city of Ilam, which has been determined as a sample of 384 people using the simple random sampling method and using the Cochran formula method for the unlimited population. Quantitative data was collected through a researcher-made questionnaire and data analysis was done through structural equations. Therefore, the quantitative phase of the research is implemented according to the results of the qualitative phase. Research findings In this research, first by using theme analysis and through interviews with experts in the field of electronic banking, the needs of customers have been identified in 5 categories as the main components in this research: service characteristics, reliability, access and service delivery time, understanding and knowledge of customer relationship, and price and cost, then after identifying the components, the effects of these components were investigated using smart pls software, and the results of the structural equations indicated that the access and service delivery time with the coefficient Beta 0.374 and T coefficient 151.7 is one of the needs of customers in providing services through electronic channels. Also, the results show that cost price with a beta coefficient of 0.142 and T coefficient of 3.799, reliability with a beta coefficient of 0.558 and a T coefficient of 8.275, service characteristics with a beta coefficient of 0.127 and a T coefficient of 2.883, and understanding customer communication with a beta coefficient of 0.183 and a T coefficient of 5.499 are other needs of customers in providing services through electronic channels. Conclusion The current research was conducted with the aim of identifying the needs of customers in providing services through electronic channels with a mixed approach (case study: Bank Mellat customers in Ilam city). The components identified in this research with the influential components investigated in studies price component (Amiri et.al, 2020), customer perception component (Abualsauod and Othman, 2019), customer perception components), Customer relationship (Vafa et.al, 2019, customer understanding component (Farrokhi and Teymourpour, 2017), customer relationship components and service quality convergence (Hakimi et.al, 2019), and is divergent with the results obtained from studies (Yasin et.all, 2020) and (Rejaobelina et. al, 2018). According to the results of the research, it is suggested that banks can help the customer's sense of trust by providing additional and complementary services. When an additional service beyond the current level of service is offered to customers, it creates a feeling of being noticed in the bank customer and leads to an increase in his level of trust in the bank. Banks can develop the enthusiasm of customers to use these software by designing user-friendly banks and simplicity in performing various banking processes in the relevant software. Include customers in the design of software programs and other banking services and create offers that not only identify with the customer, but also demonstrate that you understand them.  

Abstract Abstract The purpose of this research, which was conducted with a quantitative approach and using a questionnaire tool, is to validate one of the conceptual models available in the literature and provide a framework of factors affecting the development of the digital economy in Iran. The statistical population of this research includes the founders, managers, employees and experts of businesses based on information technology and digital economy activists in the country, and the minimum sample size for the validity of the results according to the method used for quantitative analysis is 160. In this research, the findings of the reference qualitative research were implemented in the form of a questionnaire using the Google Form tool and sent to a community of industry activists. The data received through 240 completed questionnaires were analyzed using the confirmatory factor analysis method, and the results were presented in the form of a final model. The results of this research show that the development of the digital economy requires simultaneous attention to environmental factors and inter-organizational factors, and the government as a policy maker plays a key role in the development of digital businesses. Extended Abstract Introduction In recent decades, a large number of information technology-based businesses have risen to the top of the world's top companies list. Until the early years of the third millennium AD, large companies and owners of oil wells and mineral resources, along with industrial production complexes that are several decades and several hundred years old, have been the flagships of the list of the largest and most successful companies in the world, but this dominance has been challenged by IT-based start-ups during the last two decades. According to a report by Economist magazine, and from 2006 to 2016, the top of the world's top companies was suddenly evacuated from the active companies in the field of energy and production, and the information technology companies captured the vacant place. These changes is a clear sample of transient of the world economy from source-based to data-based, Challenging the position of super companies such as ExxonMobil and Royal Dutch Shell by emerging companies like Alphabet and Facebook are clear signs of the digitization of industries and the superiority of the digital economy over the traditional world economy. The value of the production of information technology businesses from the total production of the world has increased by 29% in the period of 5 years, between 2015 and 2020, has reached 24 trillion and 615 billion dollars, and the share of the digital economy has reached 25% of the total world economy. In other words, the digital economy has swallowed two and a half percent of the share of the traditional economy in 5 years. (UNCTAD, 2019) These facts show the need to pay attention to the position of businesses based on information technology. According to the importance of the subject and based on the mentioned materials, the main problem of this research is to identify the main factors affecting the development of businesses based on information technology in the country as the most important players of the digital economy era.   Theoretical Literature IT-based businesses Businesses that convey their proposed value to customers through various information technology tools, and the main components of their business model are based on information technology, are called information technology-based businesses. In another definition, based on the research done by Witt et al., those businesses whose ways of doing work and creating income change with the changes made in digital technologies can be considered as information technology-based businesses. (Weit et al., 2014) Digital Economy The digital economy is opposed to the classic economy in which economic activities are being done in traditional offline platforms. In the digital economy, all activities are carried out on digital platforms based on information technology. There are three defined levels in the definition of digital economy. Its limited definition as the main core of the digital economy includes specialized products in the field of information and communication technology, including hardware production; software development, and the provision of internet and telecommunication services. In the second level, in addition to the central core, it also includes the added value resulting from digital platforms and services. The third level of definition, referred to in the literature as the digitized economy, includes the added value resulting from the use of information technology in all industries. Kazemian & Mardani (2016) has considered the environmental, organizational, and human factors as the most important factors of the success of the business under study. Khayatian et al, (2014), in order to identify the way of growth of the knowledge-based companies in Iran, have identified environmental features, infrastructure, financial provision, organizing, and human force as the most important factors effective on the growth of these businesses. Methodology The present study is qualitative and applicable, and questionnaire is its data-collecting tool. The questionnaire distribution has been done electronically and in the google form field. The statistical community includes founders, managers, employees, and knowledgeable persons in the information technology businesses, and persons active in the country's field of digital economy, After identifying and defining the problem, previous related studies have been reviewed and the possible dimensions of the model have been identified. Then, the most appropriate and comprehensive conceptual model was selected among the previous researches and with brief modifications, it became the basis for designing the research questionnaire. After evaluating the validity of the content, the designed questionnaire was sent to a community consisting of three different groups of industry activists and the received data was analyzed using Structural Equations Method. Discussion and Results The inferential statistics was used to test hypothesis, and the spss software was used to investigate the hypotheses of the study. Then the PLS software was used for the conceptual model of the study. After conducting the tests and making corrections, the final research model was confirmed, consisting of 5 main categories and 22 subcategories or indicators. The main categories counted include 1) organizational factors, 2) environmental factors, 3) policy factors, 4) economic results and 5) non-economic results. Internal characteristics refer to the factors that a business must focus on for success. In other words, if the following factors are present in a business, the chances of being successful in the market are much higher than businesses that did not pay attention to these factors. In other words, this group of factors refers to the internal coordinates of businesses prone to growth and development. These factors include: the right project team, business model, specialized human resources, access to financial resources, innovation and effective marketing. The second group of factors affecting the development of businesses under research is environmental factors. These factors include five categories of sanctions, inappropriate laws, weak information technology infrastructure, economic stagnation of the country and problems of the information technology innovation system. The third category of factors explained in this research is the role of the government in the development of such businesses in the country. These factors have focused on how the government intervenes in this matter in such a way as to facilitate and accelerate the growth of these businesses. Although these factors are also relevant for businesses in different sectors, the examples of these policies are different in IT businesses and how the government supports them. Conclusion During the past years, many studies have been conducted on the topic of information technology businesses, but few researches have comprehensively and multi-dimensionally addressed the important factors affecting the growth of these businesses and the development of the digital economy in the country. According to this research gap, the current research was defined. The main result of this study is a conceptual model consisting of several categories of factors affecting the development of the digital economy in Iran. The scientific contribution of this study is the quantitative validation of the mentioned model and the explanation of the relationship between the identified factors in the ecosystem of the Islamic Republic of Iran. The present study was conducted to investigate the effective factors of the development of thchnology information-based businesses in Iran. One of the important results of the current research is to emphasize the key role of the government and the policy-making departments of governance as an independent factor in the development of these businesses. This issue confirms the necessity of the government's presence in this area and the need to adopt supportive policies for the growth of these businesses and the development of the digital economy in the country. Mosleh and Fani have also considered the government as the biggest customer of information technology products and services, have emphasized that the policy making and supporting role of the government in the development of information technology is very important and effective (Mosleh and Fani, 2020). The findings of this research show that other factors affecting the development of these businesses are influenced by government policies. One of these categories is external factors. The high speed of changes in the information and communication technology industry has doubled the importance of paying attention to these factors (Hajipourfard et al, 2021). One of the important indicators under this category of factors is information and communication technology infrastructure. According to international statistics, investment in the development of information technology infrastructure is the driver of economic growth and development of countries (Sayeh Miri and Abbas Khani, 2019; Salehi Abar, 2016). Another important environmental factor is sanctions and economic stagnation, which have made it difficult for companies and related institutions to work in different economic sectors. Another group of factors that are indirectly influenced by policy factors are organizational characteristics. These factors include the right project team and access to expert human resources, the right business model, innovation and marketing. Ghazinouri and his colleagues have also pointed out the importance of specialized human resources in the success of the research subject businesses. (Ghazi Nouri et al, 2019) According to the model of this research, the results of the development of these businesses can be classified in two parts: economic results and non-economic results. Productivity growth, economic prosperity and employment are among the most important economic consequences of digital economy development. These findings have been confirmed in other studies such as Amjadi and Shafei and Salehi Abar. Amjadi and Shafei have found a direct relationship between the development of information technology and the growth of productivity. (Amjadi and Shafei, 2017) In Salehi Abar's research, the effect of information technology development on the country's economic growth is also highlighted. (Salehi Abar, 2016) The second category of digital economy development results in the country are long term non-economic results, which include protecting the environment, promoting entrepreneurial culture, and promoting information transparency. The findings of this research can effectively help policymakers in the field of digital economy and clarify the way of the government in the optimal allocation of support resources for these businesses.

Abstract Abstract The current research deals with the effectiveness of the knowledge management model in achieving the goal of improving its position in Bank Tejarat. The European Organizational Excellence Model (EFQM) was also chosen because the nine criteria included in this excellence model include the basic concerns of the bank. The analysis has been done by considering 5 main hypotheses based on 5 enabling criteria of the model and 5 sub-hypotheses according to the respondents' service units. The statistical population is experts and managers who are based in the headquarters of Tejarat Bank in Tehran. Using stratified random sampling, a total of 270 questionnaires containing 24 questions were distributed, of which 250 complete responses were received and analyzed. In this research, the methods of reviewing documents and questionnaires were used to collect information, and SPSS software was used to perform calculations. The results of the investigations show that, from the perspective of the employees of Tejarat Bank, in this discussion, among the components of the European model of organizational excellence, the human resources component has the highest priority and the component of business partners has the least importance. Extended Abstract Introduction In organizations, knowledge can be found not only in documents and resources but also in daily organizational work, processes, performance and norms of the organization. knowledge, prior to be controlled and managed, must be created and used in an organization. The process of creating knowledge requires the interaction, participation and involvement of people with information technology. If knowledge management becomes a part of the organization's business model, creating a culture of change in the organization can be applied with fewer issues, because no change is possible without awareness and preparation and saving the necessary energy for change. An organization that wants a superior position compared to its competitors, must respond to the needs and expectations of the customer by using the competitive knowledge available in the organization. Tejarat Bank has had the long-term experience of professional and leading bankers and has been among the pioneers of the banking system in many fields. He has always been concerned about updating service programs and attracting more and more customers through providing new services. Various and extensive research shows that most of today's organizations have turned to organizational learning and knowledge management with the aim of achieving a superior and brilliant position, and as a competitive advantage on the way to a clear and superior horizon compared to their competitors, they are trying to become the receiving organization. Bank Tejarat, like other organizations that have this concern, mentions knowledge management as a tool to achieve this goal. In addition, improving the knowledge level of the employees is one of the regular programs of the bank, which has long considered the effectiveness of trainings and their long-term effects as a basic principle. In this research, we seek to find the answer to this question: How effective is the knowledge management model based on the European model of excellence in improving the competitive position of Tejarat Bank? Theoretical framework Knowledge is information combined with experience, circumstances, interpretation and thinking. When information enters the human mind, it becomes knowledge (Safaei et al, 2018). Knowledge management is a coherent systematic process that uses a suitable combination of information technologies and human interaction to identify, manage and share the organization's information assets. These assets include databases, documents, policies and procedures. In addition, it includes both explicit knowledge and tacit knowledge of employees, and uses diverse and extensive methods to capture, store and share knowledge within an organization (Al Roy and Firestone, 2007). ) The European model of organizational excellence was created to recognize and promote sustainable success and provides guidelines for organizations that seek to achieve sustainable success. This model creates a holistic view of the organization and can be used to determine how these various methods are paired with each other and complement each other. (Suárez et al., 2014) Keshavarz Afshar et al, (2022) in a research called "Designing a native model of knowledge management in Iran's government organizations" prioritized the most important components affecting the maturity of knowledge management. This priority is: input, process, output, consequence and feedback. Maurcury & Mendes, (2018) believe that knowledge management can coexist with quality management, because they have the main success factors: approach to the customer and other stakeholders, human resource participation, leadership, management based on data, and information. Research methodology The current research is applicative- descriptive in terms of its purpose, and descriptive and correlative based on the method of data collection. In this research, due to the large statistical population, stratified random sampling method was used. The statistical population consists of all the personnel of the headquarters management of Tejarat Bank (employees with a bachelor's degree or higher). The method of collecting information was the review of documents and questionnaires. In the present study, a researcher-made questionnaire was used, which used a 5-point Likert scale to score the answers. Research findings In order to check the research hypotheses with the help of spss software, inferential statistics were used to test the hypotheses and the simple average method was used to calculate the dimensions of the research. In the following, the normality or non-normality of the statistical sample was investigated, then the non-parametric binomial test was used to check the status of the research components, and the path analysis method was used to check the model. Knowledge management based on the European model of excellence has a direct and positive effect on improving the competitive position of Tejarat Bank in the field of leadership, in the field of policy and strategy, in the field of human resources, in the field of business partners, and in the field of processes. According to the results of the research and the fact that the significance value of the test is smaller than the significance value (0.05), it can be said that at the confidence level of 95%, the investigated components among the headquarters staff of Tejarat Bank of Tehran in the seven districts have significant differences. Friedman's analysis of variance test, which was used to rank each of the independent variables of the research, confirms that among the employees of Tejarat Bank, the component of improving human resources has the highest priority and the component of business partners has the lowest priority. The priority of the criteria is from the highest to the lowest priority in the following order: human resources, processes, leadership, policies and strategies, and finally business partners. Conclusion The present study deals with the effectiveness of the knowledge management model based on the European model of excellence in improving the competitive position of Tejarat Bank. The results of this research are consistent with the findings of Javidnia and Kamali (2017), and Tavallaei & et al, (2021); the analyzes show that from the point of view of all the considered criteria of the European model of excellence, there is a direct relationship between knowledge management and the improvement of the competitive position of Tejarat Bank in the various areas mentioned in this research. Only regarding the prioritization among different criteria, the results indicate the priority of the criteria from the highest to the lowest priority in the following order: human resources, processes, leadership, policies and strategies, and finally business partners. According to the current research, it is suggested to the bank managers that in the field of human resources, by adopting appropriate incentive policies to attract more employees' participation; in the process department by establishing organizational processes related to the creation, storage, distribution and combination of knowledge; in the field of leadership, with a commitment to culture-building regarding organizational knowledge and learning; in the field of learning strategies and policies with valuing and regulating the organization's mission and vision based on organizational knowledge, having a system Providing correct information; and finally, in the field of business partners, by forming expert and research groups, to gain knowledge and awareness of competitors' plans, by recognizing the new needs of customers, the possibility of preventing the wastage of the organization's resources and leading it to gain, provide more market share.

Abstract Abstract The main goal of the current research is to model the structural equations of the impact of senior management's green commitment on environmental performance with the mediating role of green human resource management (a case study of Shahrekord manufacturing companies). The current research is applicable in terms of purpose, and descriptive-survey in terms of data collection. In this research, Daly et al.'s (2007) questionnaire was used to measure the green commitment variable of senior management, Jabour's (2011) questionnaire was used to measure the green human resources variable, and Kim et al.'s (2016) questionnaire was used to measure environmental performance. The statistical population of this research is 168 managers of manufacturing companies in Shahrekord, 117 of them were selected as a sample using Morgan's table, and the questionnaire was distributed among them by simple random sampling. SPSS and PLS software were used to analyze the data and test the hypotheses. The results show that the green commitment of senior management has a significant positive effect on the company's environmental performance. Also, the senior management's green commitment has a significant positive effect on the company's green human resources management. But green human resource management does not have a positive effect on environmental performance. Extended Abstract
Introduction The environment and its protection is a topic that has been of interest since the beginning of human social life (moradiDehkordi & Barrani, 2022). Almost every industry includes environmental protection measures. Most manufacturing companies improve their performance with the aim of eliminating the waste created in the production and disposal of products (Kim et al, 2019). Green efforts of an industry include reducing waste, saving energy and water in its operations, and educating customers and employees. Most previous researches have examined the environmental management practices of companies (for example, energy saving and water conservation) (Molina-Azorín et al, 2015). It is widely recognized that support for environmental issues by the top management team leads to a positive perception of green practices among employees, which in turn leads to sustainable environmental performance. Due to the influence of senior managers' position in the corporate hierarchy, the senior management team is probably one of the organization's most valuable resources, as are the possible consequences of their commitment to specific goals (Michalisin et al, 2004). Due to the global consumer awareness, manufacturing organizations have started to integrate green strategies in their design, construction, and daily operations. In Iran, recently, a trend toward green organization operations has begun. To improve environmental performance, they have not only started using green products, adopting waste reduction and management policies, and using water recycling, but also started human resource management (Ragas et al, 2017). Theoretical literature Environmental performance is the set of company operations that have been synchronized and compatible with the environment. Human resource management affects organizational performance by increasing productivity, controlling costs and creating value. There is a significant relationship between a company's human resource management system and its organizational performance (Turki et al, 2022). Green human resource management methods, including training, empowering and rewarding employees' environmental behaviors, can have a positive effect on employees' environmental commitment. For success in green human resource management policies, the role of individual values ​​of employees is important )Obeidat et al. 2020). In a study, Singh et al (2022) investigated the effect of green innovation on organizational performance through the mediation of green transformation leadership and green human resource management. The findings showed that the actions of green human resources management have a positive and significant effect on the green innovation leadership and then on the environmental performance of organizations. Yu et al (2020), conducted a research entitled "Green human resource management and environmental cooperation: Capability-Motivation-Opportunity and Contingency Perspective". The results show that green human resource management is positively and significantly related to environmental cooperation with customers and suppliers, and these relationships are significantly moderated by internal green supply chain management. Methodology Due to its descriptive nature and according to the defined purpose, the present research is of an applicable type and is based on the method of conducting a survey. The statistical population of this research is 168 managers of manufacturing companies in Shahrekord, 117 of them were selected as a sample using Morgan's table, and the questionnaire was distributed among them by simple random sampling. In order to collect data related to the green commitment variable of senior management from the questionnaire of Daily et al. (2007), the green human resources variable from the Jabbour (2011) questionnaire, and the environmental performance variable from the Kim et al. (2019) questionnaire have been used.   Discussion and Results In order to check the research hypothesis and analyze the data, structural equation technique was used using PLS statistical software and Spss statistical software. The results showed that the effect coefficient of senior management's green commitment on the company's environmental performance is positive and is equal to 0.463, which means that the green commitment of senior management has a positive effect on the company's environmental performance. The coefficient of influence of senior management's green commitment on hiring and green selection of the company is positive and is equal to 0.582, as a result, the green commitment of senior management has a positive effect on hiring and green selection of the company. The coefficient of influence of senior management's green commitment on the company's green training and development is positive and equal to 0.653, which means that the senior management's green commitment has a positive effect on the company's green training and development. The coefficient of influence of senior management's green commitment on the management and evaluation of the company's green performance is positive and is equal to 0.630, as a result, the green commitment of the senior management has a positive effect on the management and evaluation of the company's green performance. The coefficient of influence of senior management's green commitment on green reward and company reward is positive and equal to 0.614, which means that green commitment of senior management has a positive effect on green reward and company reward. The value of the significance level for the effect of hiring and choosing green on the company's environmental performance, which is greater than 0.05, can be said that hiring and choosing green does not have a significant effect on the company's environmental performance. The value of the significance level for the effect of green training and development on the company's environmental performance, which is greater than 0.05, can be said that green training and development does not have a significant effect on the company's environmental performance. The coefficient of influence of management and evaluation of green performance on the environmental performance of the company is positive and equal to 0.185, as a result, the management and evaluation of green performance has a positive effect on the environmental performance of the company. The value of the significance level for the effect of green rewards and rewards on the company's environmental performance, which is less than 0.05, can be said that green rewards and rewards have a significant impact on the company's environmental performance. Conclusion The current research was conducted with the aim of modeling the structural equations of the mediating role of green human resources management in the relationship between the green commitment of senior management and environmental performance (case study: Shahrekord manufacturing companies). The findings of this hypothesis are consistent with the findings of Haldorai et al, (2022), Yusliza et al, (2019); at the company level, the top management of the organization can show its commitment to the environment by including it in the mission and turning it into a goal and show business priority, so show full support for environmental sustainability. Senior management and ownership groups can prioritize environmental issues when developing operational strategies and practices. They can create a clear written policy which declares their commitment to provide the leadership and resources necessary to maintain the environmental standards required in the organization's company. Their commitment to the environment should be communicated not only to employees within the company but also to suppliers, contractors and subcontractors and their customers. Senior management can link their commitment to the organization's environmental performance to the implementation of environmental plans introduced by the organization. They should play an important role in increasing the active participation of a company in the organization's environmental performance measures. Senior managers should know that the implementation of the environmental performance of the organization is only successful that it be necessary to create a commitment from senior management, because this commitment is one of the strategies to achieve environmental performance. To ensure effective environmental performance, top management can allocate more funds to training key personnel involved in the organization's environmental performance. Therefore, according to the results of the research, it is suggested that companies may conduct training related to the environment to empower employees to achieve environmental goals. Companies should conduct environmental audits to assess whether supplier practices are consistent with the companies' environmental goals. Companies are suggested to form an independent board to monitor the daily environmental activities of employees and provide feedback related to the environment from their customers, managers and supervisors. Companies are suggested to maintain close relationships with their customers by communicating regularly about their green products/services and asking for feedback on the company's environmental strategies and goals.

Abstract Abstract Green commitment and environmental performance is the result of feeling the concerns of people in the organization regarding environmental issues. Of course, there is no consensus in the academic literature regarding the definition of commitment regarding environmental issues, and even above this, perhaps there is no correct understanding of the commitment arising from individuals and organizations. The main goal of the current research is to model the structural equations of the impact of senior management's green commitment on environmental performance with the mediating role of green human resource management (a case study of Shahrekord manufacturing companies). The current research is practical in terms of purpose and descriptive-survey in terms of data collection. In this research, the questionnaire of Daly et al. (2007) was used to measure the variable of green commitment of senior management, the questionnaire of Jabour (2011) was used to measure the variable of green human resources, and the questionnaire of Kim et al. (2016) was used to measure the environmental performance. The statistical population of this research is 168 managers of manufacturing companies in Shahrekord, 117 of them were selected as a sample using Morgan's table, and the questionnaire was distributed among them by simple random sampling. SPSS and PLS software were used to analyze the data and test the hypotheses. The results show that the green commitment of senior management has a significant positive effect on the company's environmental performance. Also, the senior management's green commitment has a significant positive effect on the company's green human resources management. But green human resource management does not have a positive effect on environmental performance. Extended Abstract
Introduction The environment and its protection is a topic that has been of interest since the beginning of human social life (moradiDehkordi & Barrani, 2022). Almost every industry includes environmental protection measures. Most manufacturing companies improve their performance with the aim of eliminating the waste created in the production and disposal of products (Kim et al, 2019). Green efforts of an industry include reducing waste, saving energy and water in its operations, and educating customers and employees. Most previous researches have examined the environmental management practices of companies (for example, energy saving and water conservation) (Molina-Azorín et al, 2015). It is widely recognized that support for environmental issues by the top management team leads to a positive perception of green practices among employees, which in turn leads to sustainable environmental performance. Due to the influence of senior managers' position in the corporate hierarchy, the senior management team is probably one of the organization's most valuable resources, as are the possible consequences of their commitment to specific goals (Michalisin et al, 2004). Due to the global consumer awareness, manufacturing organizations have started to integrate green strategies in their design, construction, and daily operations. In Iran, recently, a trend toward green organization operations has begun. To improve environmental performance, they have not only started using green products, adopting waste reduction and management policies, and using water recycling, but also started human resource management (Ragas et al, 2017). Theoretical literature Environmental performance is the set of company operations that have been synchronized and compatible with the environment. Human resource management affects organizational performance by increasing productivity, controlling costs and creating value. There is a significant relationship between a company's human resource management system and its organizational performance (Turki et al, 2022). Green human resource management methods, including training, empowering and rewarding employees' environmental behaviors, can have a positive effect on employees' environmental commitment. For success in green human resource management policies, the role of individual values ​​of employees is important )Obeidat et al. 2020). In a study, Singh et al (2022) investigated the effect of green innovation on organizational performance through the mediation of green transformation leadership and green human resource management. The findings showed that the actions of green human resources management have a positive and significant effect on the green innovation leadership and then on the environmental performance of organizations. Yu et al (2020), conducted a research entitled "Green human resource management and environmental cooperation: Capability-Motivation-Opportunity and Contingency Perspective". The results show that green human resource management is positively and significantly related to environmental cooperation with customers and suppliers, and these relationships are significantly moderated by internal green supply chain management. Methodology Due to its descriptive nature and according to the defined purpose, the present research is of an applicable type and is based on the method of conducting a survey. The statistical population of this research is 168 managers of manufacturing companies in Shahrekord, 117 of them were selected as a sample using Morgan's table, and the questionnaire was distributed among them by simple random sampling. In order to collect data related to the green commitment variable of senior management from the questionnaire of Daily et al. (2007), the green human resources variable from the Jabbour (2011) questionnaire, and the environmental performance variable from the Kim et al. (2019) questionnaire have been used. Discussion and Results In order to check the research hypothesis and analyze the data, structural equation technique was used using PLS statistical software and Spss statistical software. The results showed that the effect coefficient of senior management's green commitment on the company's environmental performance is positive and is equal to 0.463, which means that the green commitment of senior management has a positive effect on the company's environmental performance. The coefficient of influence of senior management's green commitment on hiring and green selection of the company is positive and is equal to 0.582, as a result, the green commitment of senior management has a positive effect on hiring and green selection of the company. The coefficient of influence of senior management's green commitment on the company's green training and development is positive and equal to 0.653, which means that the senior management's green commitment has a positive effect on the company's green training and development. The coefficient of influence of senior management's green commitment on the management and evaluation of the company's green performance is positive and is equal to 0.630, as a result, the green commitment of the senior management has a positive effect on the management and evaluation of the company's green performance. The coefficient of influence of senior management's green commitment on green reward and company reward is positive and equal to 0.614, which means that green commitment of senior management has a positive effect on green reward and company reward. The value of the significance level for the effect of hiring and choosing green on the company's environmental performance, which is greater than 0.05, can be said that hiring and choosing green does not have a significant effect on the company's environmental performance. The value of the significance level for the effect of green training and development on the company's environmental performance, which is greater than 0.05, can be said that green training and development does not have a significant effect on the company's environmental performance. The coefficient of influence of management and evaluation of green performance on the environmental performance of the company is positive and equal to 0.185, as a result, the management and evaluation of green performance has a positive effect on the environmental performance of the company. The value of the significance level for the effect of green rewards and rewards on the company's environmental performance, which is less than 0.05, can be said that green rewards and rewards have a significant impact on the company's environmental performance. Conclusion The current research was conducted with the aim of modeling the structural equations of the mediating role of green human resources management in the relationship between the green commitment of senior management and environmental performance (case study: Shahrekord manufacturing companies). The findings of this hypothesis are consistent with the findings of Haldorai et al, (2022), Yusliza et al, (2019); at the company level, the top management of the organization can show its commitment to the environment by including it in the mission and turning it into a goal and show business priority, so show full support for environmental sustainability. Senior management and ownership groups can prioritize environmental issues when developing operational strategies and practices. They can create a clear written policy which declares their commitment to provide the leadership and resources necessary to maintain the environmental standards required in the organization's company. Their commitment to the environment should be communicated not only to employees within the company but also to suppliers, contractors and subcontractors and their customers. Senior management can link their commitment to the organization's environmental performance to the implementation of environmental plans introduced by the organization. They should play an important role in increasing the active participation of a company in the organization's environmental performance measures. Senior managers should know that the implementation of the environmental performance of the organization is only successful that it be necessary to create a commitment from senior management, because this commitment is one of the strategies to achieve environmental performance. To ensure effective environmental performance, top management can allocate more funds to training key personnel involved in the organization's environmental performance. Therefore, according to the results of the research, it is suggested that companies may conduct training related to the environment to empower employees to achieve environmental goals. Companies should conduct environmental audits to assess whether supplier practices are consistent with the companies' environmental goals. Companies are suggested to form an independent board to monitor the daily environmental activities of employees and provide feedback related to the environment from their customers, managers and supervisors. Companies are suggested to maintain close relationships with their customers by communicating regularly about their green products/services and asking for feedback on the company's environmental strategies and goals.

Abstract Abstract
The purpose of this research is to investigate the mediating role of brand equity in the impact of social media marketing on customer reaction. This research is among the descriptive researches of the survey type. The statistical population of the research is all the customers of Hakopian brand agencies who are members of that brand's Instagram page. The sample size was estimated to be 384 people, which were selected by available sampling method. In order to collect data Standard questionnaires were used. Validity was investigated using confirmatory factor analysis and Cronbach's alpha coefficient greater than 0.7 for different constructs confirmed their reliability. In the inferential statistics section, Kolmogorov-Smirnov test, Pearson correlation coefficient and model test were used. Constructing structural equations with the help of smart pls software was used to test hypotheses. A significant level was considered for all analyzes (p<0.05). The results indicated that social media marketing has a positive and significant effect on brand equity and customer reaction. Brand equity has a positive and meaningful effect on customer reaction. Also, the findings showed that brand equity has a positive mediating role in the impact of social media marketing on customer reaction.
Extended Abstract
Introduction
Today, people's personal and social life is mostly in cyber space. In this new space, businesses are looking for new opportunities to exploit. Social media marketing is a two-way communication that seeks to attract young users and even promote familiar feelings associated with existing luxury brands to the older age group (Ahmad et al, 2016). In addition, brands' social media activity is an opportunity It provides for reducing misunderstanding and prejudice towards other brands and leads to an increase in brand value by creating a space for exchanging ideas and information online among people (Dehdashti Shahrokh & Naeli, 2021). Due to the exponential increase in the use From these social media, not only existing social network users, but also commercial companies and government organizations are connecting and using them as communication tools (Hajialiakbari & Moosavi, 2019). Unlike individual users of social networks, these organizations are Activists use social media for advertising and marketing, which has been done to implement integrated marketing activities without time, space and media restrictions with much less effort and cost than before (Galati et al, 2017). .
Understanding the role of social media is vital for researchers and managers in the field of marketing, therefore, social media marketing is an integral element of business in the 21st century (Felix & et al, 2016). Existing researches empirically identify the specific objectives of social media marketing. including sales stimulus, increasing brand awareness, improving brand image, generating traffic to online databases, reducing marketing costs, and creating user interaction in databases by encouraging users to send or share content. Despite the increase in usage Pervasive of social media in business, researches in the field of social media strategies are few and companies develop and guide their social media marketing strategies by trial and error (Ananda&etal, 2016). With the rapid expansion of social media Social media and its programs have had a deep impact on the structure of businesses, which has led to a deep transformation in the marketing models of companies (Galati & etal, 2017).
In this research, an attempt is made to answer the question whether social media marketing by emphasizing the mediating role of brand equity has a significant effect on the reaction of customers of Hakopian Company?
 
Theoretical foundations
Few researches have been done on social media marketing strategies. Issues related to social media marketing have caused researchers to focus and pay attention and expand the importance of such a topic. One of the types of relationships that consumers establish with the brand is the feeling of customer reactions (Almasi et al, 2020). By establishing such a relationship with the brand, a stable and inimitable source of competitive advantage is created for that particular brand. Sharma et al (2018) have defined customer reactions as the benefits that customers believe they will receive in excess of the cost associated with their consumption (Keegan & Rowley, 2017). Customer reactions are an overall evaluation of service usefulness, based on customers' perceptions of what they get In contrast, it is the cost paid. Kotler & Sheth (1997) have also claimed that the value of products for customers is determined by satisfaction and loyalty (Gong et al, 2020).
On the other hand, customers always show behavior when faced with the actions of the organization, which is called customer reaction or in a more familiar word, customer reaction. These reactions are caused by their behavioral intentions and also their attitudes about a subject (Lim et al, 2017). ). On the other hand, today most of the marketing managers have come to believe that the real value does not exist in the product or service, but this value is in the eyes of potential and actual customers and it is the brand that evokes this value in their minds. A strong special brand can have more brand equity (Zollo et al, 2020). Brand equity is a set of assets and liabilities linked to a brand. Brand equity is the differential effect that brand awareness has on customers' response to brand marketing. The special value of a brand is caused by the perception that consumers have of that brand, which is changed by many factors (Ahmad et al, 2016). which are effective in creating and forming the special value of the brand in the minds of consumers, understood and recognized (Ngan et al, 2019). The special value of the brand is created when customers tend to pay more for the same level of brand quality due to the interestingness of the brand name and strong attachment to it (Rezaeian & Asgari, 2021).
 
Research Methodology
The current research is applied in terms of purpose and descriptive-survey in terms of data analysis. The statistical population of the research was made up of all customers and consumers of Hakopian brand clothing products in Tehran city. Based on the formula for determining the sample size of the unknown statistical population (Cochran's formula), the sample size was 384 people and was obtained by available sampling method. Data were used from the standard questionnaires of brand specific value of Aaker (1996), social media Seo & Park (2018) and customer reaction Buil & etal (2013). In order to determine the validity of the research tool, face validity, content validity and confirmatory factor analysis were used. Cronbach's alpha coefficient was used to determine the reliability of the research tools. To test the research hypotheses, the Kolmogorov Smirnov test and the structural equation technique were used using SmartPLS statistical software.
 
Research findings
The results related to the first hypothesis showed that social media marketing has a positive and significant effect on brand equity. The results related to the second hypothesis showed that the brand equity has a positive and significant effect on customer reaction. The results related to the third hypothesis showed that social media marketing has a positive and significant effect on customer reaction. The results related to the fourth hypothesis showed that brand equity plays a mediating role in the impact of social media marketing on customer reaction.
 
Conclusion and Discussion
As mentioned, the purpose of this research was to investigate the mediating role of brand equity in the impact of social media marketing on customer reaction. This research is consistent with the research of Azami & Ayeneh (2021), Ngan et al (2019), Saberi & Moharar (2016), Hajialiakbar & Moosavi (2019), Ebrahim (2020) and Zollo et al (2020); In the end, with regard to the results of the structural equation model, it can be said that managing the way of communicating with customers can influence the type of customer behavior and the extent to which customers use the company's products depends on these relationships. The use of marketing strategies. The new way of attracting potential customers can play an essential role in increasing the company's market share. The degree of customer satisfaction with the company's performance and the improvement of the communication environment between customers and company employees or even the services provided by them, play an important role in the processes of brand association in the minds of customers. The level of awareness that customers gain in the type of relationship they have with the company and the services provided will increase their willingness to use those products and this will mean an increase in the market share of that company. Business marketing in social media can be an important and effective factor on the customers' attitude towards the brand and their products. The emergence of other companies will not cause any disruption in the market share of this company, because its customers are indebted to this brand and Under no circumstances will they regret using the services of this company. In such circumstances, even if the desired services are not available, they will refrain from using the services of other companies. In this way, customers are committed and loyal to the company.