https://asm.pgu.ac.ir/ Journal of Advertising and Sales Management en daily 1 Sun, 04 Dec 2022 00:00:00 +0330 Sun, 04 Dec 2022 00:00:00 +0330 https://asm.pgu.ac.ir/article_698459.html Background: Life expectancy and its changes are crucial for anticipating and planning for changing age structures, resource and long term healthcare, environmental and economic landscapes, society, private-sector annuities, and government as they affect, among others, the old-age dependency ratio, social security, as well as pensions, insurance industry, disability benefits, and healthcare systemDecreasing the total fertility rate (TFR) below the population replacement level is one of the challenges that have occurred in recent years in many countries around the world. This event has many consequences for the future population structure of the world, which one of the most significant outcomes is the increase in the dependency rate in societies.Methods: The paper starts by answering the question of what factors affect the declining in TFR below the replacement level? In the present study, data from the World Bank during the period 1964-2020 was used to identify the countries with TFR below the replacement level (2.1). The results are estimated by logistic regression model.Results: The results show that child mortality and women's economic participation rate in labor force are the most important factors in reducing TFR below replacement level. Conclusion: Despite the impact of women's economic participation rates on the labor market, this does not affect the continuation of this incident. Also, the results of this study provide evidence to validate the theory of price and population transfer time. https://asm.pgu.ac.ir/article_705968.html The purpose of this research is to diagnose the strategic planning system of human resources in the education organization of West Azerbaijan. Therefore, the current research is of applied type. The philosophy of research is classified as positivism, its inductive approach, its strategy, case study, and single-stage research. The statistical population of the current research includes "managers and human resources experts and officials related to the implementation of the human resources program" of the West Azerbaijan Education Organization. Non-probability purposeful sampling method has been used to select a sample of people, the number of which is 30 people. In order to collect the information needed to create a conversation space, the method of library studies, examination of documents and documents of the studied organization, conducting interviews and referring to the opinions of experts were used in order to select the Q sample phrases. After evaluating and summarizing the discourse space and using experts' opinions, finally 51 expressions were selected as examples of cue expressions. After sorting the phrases and completing the Q questionnaire by the participants, the information was analyzed using the Q factor analysis method. The results of the analysis showed that ten distinct mental patterns can be identified among the participants of the research on the harms of strategic planning of human resources. In the following, prioritization and classification of damages caused by structural, behavioral and contextual factors of human resources strategic planning were determined. In the review of these ten models, the first model is the dominant model, therefore, prioritizing non-human resource planning over human resource planning, which is one of the most important factors in the first group, is the most important damage to strategic human resource planning in the organization. Is known. Finally, the optimal model of strategic planning of human resources of West Azerbaijan Education Organization was presented and solutions were suggested so that the organization could use them in the implementation of strategic planning of human resources. https://asm.pgu.ac.ir/article_699785.html Charity and philanthropy activities are a desirable social behavior of the cultural system of any society. In the current situation of the society, we are facing the increasing economic and livelihood problems with people who are helpless in providing their basic needs. By using digital marketing, non-profit organizations, as the custodians of communicating between benefactors and those in need, can direct their marketing activities in the direction of reaching more supporters and benefactors and the good intentions of benevolent compatriots to help people. Need researchers. Therefore, the main goal of this research is to present a digital marketing model in obtaining the support of donors from non-profit organizations. For this purpose, a mixed exploratory research method has been used. The type of research in the model design stage is fundamental and in the model test stage, it is applied. Qualitative content analysis and theoretical coding methods were used in the qualitative part, and structural equations were used in the quantitative part. The research results showed that digital marketing can become a great opportunity to get support from donors. The factors of the digital marketing model in obtaining the support of donors from non-profit organizations include the development of digital technologies, a digital-oriented approach, demographic characteristics, contextual factors and trust building. Also, the results of the research indicate the confirmation of the digital marketing model in obtaining the support of donors from non-profit institutions using the structural equation model. https://asm.pgu.ac.ir/article_254995.html Context and purpose: Human power in any organization causes the effectiveness and efficiency of the organization. Employing efficient human resources and establishing organizational justice requires the presence of competent leaders and the use of an effective leadership style in order to increase the effectiveness of employees and ultimately improve organizational efficiency and justice. The purpose of writing this article is to investigate organizational leadership style on the effectiveness of employees by explaining the mediating role of organizational justice..Research method: The method of conducting this research is practical in terms of its purpose and descriptive in terms of data collection, the statistical population includes all the employees of the Islamic Azad University, North Tehran Branch, which currently includes 420 staff. Also, 201 employees were selected as a statistical sample using Cochran sampling method. In this study, to collect data, the standard questionnaires of organizational leadership style and organizational justice of Murad Obrich et al. (2021) and the effectiveness of Tahereh et al. (2012) employees were used and distributed randomly and in doing so the technique Descriptive and inferential statistics have been used. Multiple regression tests, factor analysis, structural equation method and Sobel test are used to analyze the data and Smart Pls 2 software is used to perform econometric operations.Findings&Conclusion: The results of data analysis from the structural equation model showed that there is a direct relationship between leadership style and employee effectiveness, and organizational leadership style has a positive and significant effect on employee effectiveness through the mediating variable of organizational justice. The results showed that the research hypotheses were confirmed at the significant level of the relationship between organizational leadership style and organizational justice (7.12), organizational leadership style and employee effectiveness (2.73), and organizational justice and employee effectiveness (2.68).Suggestions: By choosing the appropriate leadership style for educational organizations and paying attention to organizational justice, including the level of fair payment of salaries, increasing rewards based on employee performance, employee participation in decisions, and prioritizing the effectiveness of employee efficiency from human resources, which are the main assets of the organization. https://asm.pgu.ac.ir/article_699827.html Abstract :Today due to the increasing attention to children in families and too much use of satellite networks, the Internet and the development of television commercials, understanding the importance of children's participation in families shopping is one of the main and important factors for organizations to achieve success. Companies can adjust their marketing plans to use it as much as possible by identifying how children influence the buying behavior of parents. The purpose of this research was to design a model to identify this role based on the Fuzzy System. The study is descriptive survey in terms of research plan and applied in terms of objective. The statistical population in this study was children between the ages of 3 and 16 who visited shopping centers. The samples were selected through available sampling. Data was collected by distributing 315 questionnaires among children's parents. The results showed that children will be able to influence their parents through the methods of requesting, distorting or persuading their parents or discussing and exchanging ideas. But when they use the methods of yelling and crying, they face the parents' refusal. The answers that parents give to children in this regard include: accepting, betting or refusing to accept their requests, replacing children's requests with other goods, or postponing the purchase for them to another time.: https://asm.pgu.ac.ir/article_703776.html Customer engagement includes behavioral, cognitive and emotional interaction between the consumer and the foreign customer with the company or brand through various online or offline channels. In customer relationship management, we seek to identify the customer's needs and look for what service will keep the customer satisfied, because today customers are looking for convenience, fairness, usefulness and pleasure in the services provided. They are given by companies. The purpose of this research is to investigate the effect of customer behavioral conflict on purchase intention with the mediating role of customer loyalty in Iranian airlines. The main question of the current research is, what is the effect of customer behavioral conflict on purchase intention with the mediating role of customer loyalty in Iranian airlines? The current research is descriptive-survey type and is practical in terms of purpose. The statistical population of this research is the customers of airline companies in Tehran, and 384 questionnaires were completed by simple random sampling method. In order to confirm the validity, content and convergent validity and Cronbach's alpha coefficient were used to check the reliability with SPSS software. Data analysis was done using structural equation modeling with the help of "SPSS" and "Lisrel" software. In the end, the results indicate the positive impact of variables (service convenience, social interaction, influence and enthusiasm) on customer loyalty. Also, the positive and significant effect of variables (service convenience, social interaction, passion and influence) on purchase intention with the role of mediating variable of customer loyalty. https://asm.pgu.ac.ir/article_700833.html This present study aimed to design a model of digital transformation in digital marketing using grounded theory method. The data of this study were obtained through semi-structured interviews with the snowball sampling technique, which reached theoretical saturation with interviews with eight university professors in digital marketing and eight experts in the tourism industry. After performing three steps of open, axial and selective coding, a paradigmatic model of the research was developed. The validity and reliability of the model were assessed based on the creditability, member checking, triangulation, negative case analysis and transferability. As a result of designing this model, the central phenomenon of digital transformation in digital marketing was explained by the components of a comprehensive solution for digital marketing, digital product, digital pricing, digital promotion, digital distribution, segmentation in digital marketing and digital consumer. In addition, Causal conditions, intervening conditions, contextual conditions, strategies and consequences were examined and explained. https://asm.pgu.ac.ir/article_697459.html Intellectual property rights are property rights that have the economic value of a trade, but are not subject to a specific material object. Pursuant to Article 2 (c) of the Law on Objectives and Duties of the Ministry of Science regarding the evaluation and certification of inventions, as well as Article 45 of the Fourth Development Plan Law, this body has duties in this area. The present research is applied in terms of purpose and descriptive-analytical in terms of survey method. The purpose of this study was to investigate the role of the Competition Council in the development of intellectual property rights. The statistical population of the present study was the experts of Tehran Competition Council that 50 people were selected as a sample based on Morgan table and the questionnaires were randomly distributed among them. The validity of the questionnaire questions was confirmed by professors and experts and the reliability of the questionnaire questions was calculated by Cronbach's alpha test of 0.79. In this study, SPSS software was used to analyze the data. The results of Kolmogorov-Smirnov test showed that the data distribution was normal, so the student's parametric t-test was used to test the research hypotheses. The results showed that the Competition Council with a 95% confidence level and a significant level of p <0.01 is involved in the development of intellectual property rights. This article analyzes the role of the Competition Council in the development of intellectual property rights, using the field research method, holding symposiums and expert discussions with experts and experts in the field of competition and monopoly, and members of the Competition Council. https://asm.pgu.ac.ir/article_703780.html The current research has been used to investigate the effect of marketing factors with the mediating role of communication skills and communication quality on the loyalty, performance and satisfaction of customers of the home movie network. This research is a descriptive survey method, the statistical population of the research is the managers and experts of the home television network, considering that the size of the statistical population is limited and specific, 104 people were selected as a sample from the census method, in the current research for the total A standard questionnaire was used to collect information, structural equation modeling method and PLS software were used to test hypotheses and analyze data. The findings of the research showed that the amount of advertising has an effect on the communication skills and the quality of communication of the home television network, the amount of marketing has an effect on the communication skill and the quality of communication of the home television network, the amount of innovation and creativity has an effect on the communication skill and the quality of communication of the television network. The level of communication skills and the level of communication quality affect the loyalty, performance and satisfaction of home television networks. As a general result, it should be said that marketing factors with the mediating role of communication skills and communication quality have an effect on the loyalty, performance and satisfaction of home movie network customers. https://asm.pgu.ac.ir/article_696706.html Innovation and its capabilities, as a life-giving elixir of organizations, is always a challenge for research. Therefore, this research was conducted with the aim of increasing our understanding of the process of implementing commercial innovation, preparations and capabilities of commercial innovation. The research method of the current study is fundamental-applied in terms of its purpose and exploratory in terms of its nature. The statistical population of this research, in the first stage, included experts, specialists and managers of Iran's military industries and knowledge-based companies in the field of passive defense of the police force. The tool used based on the foundation's data method was semi-structured in-depth interviews until the saturation limit was reached, which was addressed to various internal and external aspects of the organization to reach the implementation model of the business innovation process, and the results were adjusted based on the stages of the foundation's paradigm. In the second stage, all the employees of these companies and the defense headquarters of the police force were inactive, and the statistical sample was based on Cochran's formula, the number of 145 people, and the researcher made a questionnaire as a collection tool. Based on the obtained results, a conceptual model was presented for the implementation of open commercial innovation in Iran's military industries. The extracted concepts show that the ability of companies to create cooperation with partners and customers, create conditions for the introduction of innovation and its management, on the part of the management, the capabilities Networking for the organization under the support of the organization's managers, creating a legal framework, designing suitable financial mechanisms, the existence of innovative human resources with external networking capabilities, and a suitable organizational structure are among the things that are necessary to enter the field of open business innovation. https://asm.pgu.ac.ir/article_703338.html In the economy of many countries of the world, tax revenues are considered one of the most important sources of financial provision for governments and are considered as an effective tool for macroeconomic policies. Considering the role of taxes in the economy, which is an allocative-distributive financial lever, the phenomenon of tax evasion as an anti-value can be a serious threat to the continuation of social life and the realization of social welfare. The purpose of this research is to identify and rank the components that are effective on extra-fiscal. The research method in this article is qualitative and the conceptual model extracted in it is based on Shannon entropy modeling, which was used to determine the components of the model. In this article, after reviewing 54 related researches published in journals and reliable scientific sources, among approximately 380 confirmed primary sources, the main components of extra-tax were identified using meta-synthesis method and extraction of open and content codes. Using the Shannon entropy method, the components were ranked based on the importance coefficient and finally the conceptual model of the research was compiled. The conceptual model of the research includes 3 main variables, which are: the external macro environment, the internal macro environment and the personal environment of taxpayers. In the presented model, the most important components that obtained the highest coefficient of importance in para-finance are legal and legal factors, economic factors and management factors in order of rank. https://asm.pgu.ac.ir/article_697545.html Brand betrayal occurs when a customer's betrayal of a company or brand intentionally violates what is defined as a norm in the text of their relationship. The purpose of this research is to design and explain the model of consumer betrayal of the brand and its effect on the special value of the brand in electronic businesses. This qualitative research has been done using foundational data theory. For this purpose, the opinions of business management experts and academic professors were conducted through an open interview. First, a set of primary themes was collected during the recoding process and categories were obtained from them. In line with the aim of the research, 180 codes were obtained, then in the central coding stage, they were classified in the form of 18 sub-categories, and finally, the link between these categories was determined in the form of a coding paradigm. And in the selective coding stage, each component of the coding paradigm was explained. Finally, it presents the model of consumer betrayal of the brand. On the one hand, brand betrayal is a severe form of dissatisfaction with the brand, but on the other hand, brand betrayal is experienced completely differently from dissatisfaction. Anyway; Such behavior may lead to great effects in the interactions between the buyer and the seller, which threaten the continuation of the relationship in the future with the reactions of the victim after the clear betrayal. https://asm.pgu.ac.ir/article_703779.html Considering the growing competition in the banking industry and in line with the importance of customer knowledge management as one of the most important dimensions to increase the creation of value for customers, the purpose of this research is to provide a customer relationship management model with an emphasis on customer knowledge management in the banking industry. " have been. In terms of purpose, this research is applied and of the type of qualitative research, which was carried out by relying on the systematic foundation data approach (Strauss and Corbin, 1990). The data gathering tool was a semi-structured interview with 18 Bank Mehr experts using a snowball sampling method. In the presented paradigmatic model, 3 categories of core codes, causal factors, 3 categories of background factors, 3 categories of intervening factors, 5 categories and strategies, 3 categories and "realization of internal marketing" as outcomes, in the customer relationship management model with emphasis on knowledge management The customer was identified in the banking industry. In the banking industry, factors such as the bank's strategy based on the needs and information of customers, diverse and unique services, modernization and transformation of the form of service, etc. play a significant role in strengthening the relationship with the customer in the banking system, which is discussed in this article. These issues have also been discussed in detail. https://asm.pgu.ac.ir/article_704343.html Today, due to the high benefits of healthy food, the importance of their analysis has been proven more than in the past to researchers, government men and customers. For this reason, achieving the sustainable growth of organic agriculture is one of the basic and important issues faced by governments and countries with low and medium income levels. The increase in health issues and diseases related to food products has caused consumers to pay more attention to buying these products. In the economic cycle, one of the industries that has played a very important role in recent years, both in terms of economic and profitability issues and in terms of health, is the organic products industry. Organic agricultural products have more safety and quality than other similar products. Considering the importance of the mentioned issue, the current research has focused on the design of the marketing model of organic products in social networks, and since the review and summarization of the findings of past studies, an important step in drawing a comprehensive picture of them, their metacomposition has been considered. Therefore, in the first step, with a comprehensive search of sources, 400 sources were obtained, from which 50 articles related to the qualitative research method were selected in a 3-step refinement. Then the concepts were extracted from the articles and by rereading the concepts, categories were extracted from them and finally 5 dimensions and 45 themes were extracted and the final model was compiled. https://asm.pgu.ac.ir/article_706130.html Presenting business models are important for both existing and new businesses. These patterns help new and developing companies attract investment, attract talent, and motivate management and employees. Every organization in today's world owes its success to having a business plan based on it. But companies should change their business models according to the changes of time and customer needs. In such an environment, the company needs a dynamic policy. According to this issue, the purpose of this study was to design and explain the model of business dynamics of commercial companies in the capital market of Iran, emphasizing the developments and innovations in the field of economy. The findings of this study showed that with the aim of providing a model for the improvement and development of the business environment according to the innovative developments in this study by referring to the literature and domestic and foreign studies, first the variables affecting the improvement and promotion of business activities Were identified. The results showed that in the estimated model, variables such as the time required to start a business, obtaining a construction permit, obtaining credit, the role of innovation, access to electricity, and paying taxes were among the most important factors affecting the expansion of businesses. It is also necessary to mention that the development of the business model may not always lead to published results and may even bring disastrous results. Therefore, changing and developing the business model requires comprehensive information about the behavior of customers, competitors and suppliers. https://asm.pgu.ac.ir/article_696664.html This research aims to plan  a performance evaluation developed model by scorecard approach in Mostazafan Foundation(MF) . In this way , different departments of MF headquarter are evaluated and measured . Research method  in this paper by purpose is basic and  in terms of method is descriptive (survey method) and  regarding relationships between variables is correlation research . Research statistical population is comprised of two groups  . The first group  are  Azad university faculty members and second ones are Deputies , managers and senior experts of Mf which are selected by  snowball sampling and cluster sampling respectively . Sample size was estimated 15 persons for first group based on data adequacy and196  persons for second group based on Cochran's formula  . In this research for data collecting two methods of semi-structured interview (qualitative data) and researcher-made questionnaire (quantitative data  ) are used . Data validity and reliability measured by different tests before data collecting processes  . Then thematic analysis method is used for analysis of qualitative data in which factors and indicators components of each variables are recognized . Also for quantitative data  analysis , after studying of descriptive statistics indicators ( central tendency and Dispersion ) , correlation tests and path analysis and regression finally the relationship of variables and estimation of  variables ranges are done . The results show that , firstly the performance evaluating factors by balances scorecard approach consist of financial , social responsibility , structural processes , growth & learning and  clients fields in MF are more important respectively . Secondly , these factors have effective role in measurement and estimation of sustainable development in MF . Based on the results , it can be concluded that  by improving performance evaluation fields in MF , sustainable development process is improved and this claim was confirmed by different tests in this paper . https://asm.pgu.ac.ir/article_706131.html the present research was conducted with the aim of providing a conceptual model for the development of the organic food products market in the Iranian market. The research method is based on the fundamental-applied goal in terms of qualitative data type and in terms of research strategy based on content analysis approach. The statistical community included experts, professors and elites of the scientific community and university specialists in the field of marketing, as well as people who are experts in the field of organic products production, using the principle of theoretical saturation and the snowball sampling method, the number of 12 people as a sample size. were selected and used to collect data using semi-structured interviews. Based on the views of the participants in the research, the findings indicate the identification of 6 categories and 26 components for the development of the organic food market. The results showed that one of the most important factors in the development of the market of organic food products in the Iranian market includes the following categories: Consumer needs, mixed marketing, social media marketing, eco-tourism marketing, social marketing, and sensory marketing are these categories that are presented in the form of a conceptual model of organic food products market development in the Iranian market. https://asm.pgu.ac.ir/article_706139.html The current research seeks to identify and prioritize the drivers affecting the future of smart marketing in the banking industry with a focus on blockchain technology.The current study is applied-developmental in terms of orientation and is based on the paradigm of pragmatism due to the use of qualitative and quantitative techniques together.The theoretical population of the research was experts in banking marketing and digital financial technologies, especially blockchain, and the sampling method was done in a judgmental way.The sample size in this study was equal to 15 people. For data analysis, meta synthesis, fuzzy Delphi and CODAS methods were used.The data collection tool in this research was a questionnaire. To evaluate the validity of the research drivers, Lawshe's content coefficient was used.47 drivers were obtained from meta synthesis and these drivers were categorized into nine main drivers. The drivers of the research were screened in two stages using the theoretical screen and fuzzy Delphi, and eight drivers were considered for prioritization using the CODAS technique. The selected drivers were evaluated using CODAS method and experts' opinion. The findings showed that the drivers of marketing researchers' interest in digital financial technologies and blockchain, the development of decentralized banking and the cost of transferring blockchain technology had the highest priority. The growth of interdisciplinary research on marketing and digital technologies, especially blockchain, in research centers and leading journals of the field, fair regulation and cooperation of banks in research and development projects are among the most important practical proposals of the research. https://asm.pgu.ac.ir/article_701287.html Consumer confusion is a negative state of mind in which consumers lack the power to make the right decision in choosing services and products offered in the markets. Buyers may get confused when choosing a brand and comparing products in terms of quality and price. In the marketing literature, there are three types of confusion, including confusion of similarity, redundancy and ambiguity. The purpose of this qualitative research is to design a model based on which customers' confusion in choosing a brand can be explained by focusing on perceived value. For this purpose, the Foundation's data approach was used to understand the components of customer wandering and the perceived value of services. The tools for collecting the required data were questionnaires and in-depth interviews with twenty-three private and public bank managers in Ahvaz city, with whom the researcher reached theoretical saturation. Based on this, the results of the present research in the form of a model in six main dimensions including advertising of bank services, perceived value of services, bank brand reputation, ambiguity in service provision, customer confusion and bank reputation in the variety of product offerings and twenty four dimensions. A sub was provided. The results showed that the good and positive perceived value of receiving bank services can have a positive and significant effect on reducing the confusion of customers in choosing a bank. https://asm.pgu.ac.ir/article_701469.html The aim of the current research is to analyze the challenges and obstacles of arbitration in international contracts of the automobile industry and its solutions. Using the descriptive-analytical method, we have reached the above goal. The findings and results of the research show that the institution Arbitration in domestic law faces challenges and problems. The arbitration regulations do not have a uniform order and are provided for in a scattered manner in the commercial laws of the automobile industry between countries, and this has caused the final task regarding arbitration issues in the field of automobile manufacturing to be clear. There is no such thing, and in each case, according to specific laws or contractual agreements, arbitration procedures are variable and scattered. This topic is considered a challenge because despite the great importance of arbitration in domestic law and it has been emphasized and it has been very useful in the executive field, unfortunately it does not have an independent, clear and codified set of laws and related regulations It has been included in a scattered manner and according to the case in cases where there is a possibility of conflict. Also, the implementation of annulled arbitration decisions, the validity of the sealed matter in the arbitration decisions did not follow certain regulations and it faces challenges, both legislative and executive challenges in the field of practice. https://asm.pgu.ac.ir/article_703332.html The Evolutionary Process Of Taxation Across The Developed Countries Shows A Decline In The Use Of Traditional Tools And A Shift To The Use Of E-Taxation. In Recent Years, With The Increasing Progression Of Technology, Electronic Taxation And Electronic Methods Of Tax Reception Have Also Been Invented. Therefore, Identifying The Key And Important Components Of E-Taxation Can Be A Step Forward In Achieving The Goals Of Tax Administration Office. The Purpose Of This Study Is To Identifiying, integration, weighting and Conceptual model presentation the Components Affecting e-taxation by Meta-synthesis-Shannon Entropy Method.The Research Method In This Paper Is Qualitative And The Extracted Conceptual Model Is Based On Shannon Entropy Method, And The Meta-Synthesis Method Is Used To Identify The Model Components. In This Paper, After Reviewing 53 Related Studies Published In Valid Scientific Journals And Sources, Out Of The Approximately 430 Approved Primary Sources Through The Mata-Synthesis Method And Extracting Open And Content Codes, The Main Components Of E-Taxation Were Identified. Using Shanon Entropy Method, The Components Were Codified Based On Significance Coefficient Of Ranking And Finally Conceptual Model Of Research. The Conceptual Model Consists Of Three Main Variables: The External Macro Environment, The Internal Macro Environment And The Personal Environment Of Taxpayers. In The Presented Model, The Most Important Components That Achieved The Highest Coefficient Of Significance In E-Taxation Are The Rankings Of The System Characteristics From The Viewpoint Of Taxpayers, Taxpayers Characteristics, And The Technological, Structural And Organizational Factors Based On Rank Respectively. https://asm.pgu.ac.ir/article_704646.html Political marketing is a growing science that was created from the combination of marketing management and political science. Gaining power has been one of the main concerns of people in social relations, and rulers have needed to use power more than other people to implement and achieve their goals. The method used in this research is a mixed method and both qualitative and quantitative methods will be used. In the first stage, metacomposite method will be used and in the second stage of the research, Delphi method will be used to check the validity of the model from the point of view of experts. In the current research, we intend to design a political marketing model with a competitor-oriented approach, first by using the meta-combination method, after reviewing all the published researches in the field of political marketing, we first design the initial model and then select a group of experts and professors in the field of marketing and political science. Conduct semi-structured interviews and verify its dimensions and components. In the current research, the set of components and indicators obtained from meta-combination has been re-examined by some experts in the field of marketing, and their corrective opinions are applied to revise and unify the conceptual model. This information will be collected from face-to-face visits and specialized meetings. The result of comments and obtained data will be analyzed in the form of statistical tests and included in the model. https://asm.pgu.ac.ir/article_696645.html This study describes a credit risk assessment system using neural network models based on back-propagation learning algorithm, in which the neural network training stage is performed with different data. Three neural networks were implemented and trained to decide whether or not to grant a loan. The results of this research show that neural networks are a suitable model for credit risk assessment that can perform efficiently in this field. In this article, it has been studied by using the analytical-descriptive method and by using the observation tool of people's files. For this purpose, a clustered random sample including 5319 customers who took loans from Refah Bank in the period of 2017-2018 was used. This dissertation has identified the factors affecting the risk of customer default by using the conventional models of survival analysis, including the non-parametric Kaplan-Meier model and the quasi-parametric Cox model. has been Including; A- Examining the relationship between the credit risk of loans received by customers individually (which corresponds to the individual analysis of securities risk) with the overdue claims of Refah Bank of Tehran province and B- Examining the relationship between the credit risk of the loan portfolio on a non-individual basis (which is equivalent to the portfolio risk analysis) securities) with outstanding claims of Refah Bank of Tehran province. The results of survival analysis techniques showed that variables such as loan amount, number of installments, number of children, education, age, type of job and job title on the curves of survival function and function affect the hazard rate. In short-term time horizons (for example, one year), the economic conditions of the society play a key role in the occurrence of defaults of this category of customers. https://asm.pgu.ac.ir/article_701668.html The development of food and health industries in Iran, despite the vast capacities and capabilities in the country, faces many obstacles, the main of which is the lack of necessary infrastructure to implement the use of technology. The aim of the current research is to present a digital marketing model in the field of social networks, taking into account the variable of experience of successful applications (Snap Market) in the Iranian market using a hybrid approach. This research is applied in terms of purpose and causal in terms of descriptive-survey nature. The method of collecting library information and the required tool is phishing. The method of field data collection and the required tool is the use of digital marketing questionnaires (made by researchers). The statistical population of this research was all the users of the Snap application, and the statistical sample size was estimated to be 385 people using the J-Power method, and they were selected using a non-random and available sampling method. The data collection tool was a researcher-made questionnaire. Research hypotheses were tested using PLS3 and 25SPSS software with structural equation modeling method. The results showed that the causal conditions have a positive and significant effect on the central phenomenon, the central phenomenon has a positive and significant effect on the strategies, the background conditions and intervening conditions have a positive and significant effect on the strategies, and also the strategies have a positive and significant effect on the outcomes. https://asm.pgu.ac.ir/article_704775.html The variety of products and services have provided customers with many choices. At the same time, organizations have realized that the cost of attracting new customers is five times the cost of retaining existing ones, and losing a customer not only leads to the loss of a sales item, but also to the loss of the entire flow of purchases that the he or she could make in his lifetime. This article aims at designing brand social strength in Iran Agricultural Bank. The current study was conducted in 2022, concentrated on Agricultural bank stuff and customers. The nature of the methodology of this research is based on Grounded-Theory procedure. In this regard, ten experts and professionals in the field of banking were interviewed. The interviews were conducted in a semi-structured manner. Data analysis was done using Maxqda software, and the results of coding were categorized into 10 main categories and 18 subcategories. The main categories include customer retention, customer-oriented values, competence of managers, competence of employees, consulting services, loan services, electronic banking, development of the bank industry, bank security and contributive customers. It is hoped that results of the current study will be of great help to the banking industry, especially to the Agricultural Bank, so that it can achieve its strategic goals and become a powerful bank in the field of banking. https://asm.pgu.ac.ir/article_252000.html Brand stories play an important role in helping consumers understand the brand. This qualitative research has been conducted with the aim of identifying the components of brand storytelling using data foundation theory. For this purpose, in the opinion of banking experts and university professors, an open interview was conducted. First, a set of basic themes was collected during the coding process and categories were obtained from them. Then, in the axial coding stage, the relationship between these categories was determined in the form of coding paradigm and in the selective coding stage, each component of the coding paradigm was described. Finally, it presents the brand storytelling model in private and public banks.Brand stories play an important role in helping consumers understand the brand. This qualitative research has been conducted with the aim of identifying the components of brand storytelling using data foundation theory. For this purpose, in the opinion of banking experts and university professors, an open interview was conducted. First, a set of basic themes was collected during the coding process and categories were obtained from them. Then, in the axial coding stage, the relationship between these categories was determined in the form of coding paradigm and in the selective coding stage, each component of the coding paradigm was described. Finally, it presents the brand storytelling model in private and public banks. https://asm.pgu.ac.ir/article_704813.html Recently, medical tourism has increased significantly and is defined as an economic activity by both medicine and tourism, but there is still a long way to go before the real capacity of this sector for economic profitability is realized and obstacles to medical tourism branding in Iran is seen. The purpose of this study is to "present a model for identifying barriers to branding of medical tourism in Iran". This applied and qualitative research is based on data-based method, which is designed based on in-depth semi-structured interviews with 19 experts in the fields of marketing among the cities ir Iran, tourism and treatment. Finally, 1015 open codes were created and 19 axial codes with categories and then with selective coding and rich descriptions, the template was designed. The final codes in the model include highlighting Iran's tourism capabilities, clarifying economic constraints, clarifying laws and political issues, providing solutions to increase patient safety, systematizing patient admissions, reviewing costs, and reducing them. To attract tourists, provide solutions to standardize hospital services, highlight and advertise Iran's medical capabilities, make tourists transparent about existing social constraints, use cyberspace and its networks, the existence of tourism companies Health and suggestions for further monitoring have been the use of scientific branding tools, training of health tourism forces and familiarizing officials with the field of health tourism. https://asm.pgu.ac.ir/article_704895.html The role and position of customs in the field of economic and commercial activities and paying attention to its two important tasks, i.e. facilitating trade and tourism and implementing laws, regulations and controls at the entry and exit points of the country, are explained. The current research is an applied research in terms of its purpose and it is a descriptive-analytical method in terms of its nature. The results of the research showed that in the analysis of structural models with the help of partial least squares approach, the coefficient of determination index is used to determine the ability of independent variables to predict dependent variables. , or in other words, the ability of the regression model is used. In other words, the basic criterion for evaluating the endogenous variables of the path model is the coefficient of determination. This index shows how many percent of the changes in the endogenous (dependent) variable are made by the exogenous (independent) variable. In this connection, the values of 0.67, 0.33 and 0.19 for the endogenous (dependent) variables in the structural (internal) path model are described as significant, moderate and weak respectively, but if the endogenous variable is influenced by a few one or two) exogenous variables; Average values of coefficient of determination are also acceptable. https://asm.pgu.ac.ir/article_705507.html The fall of behavioral standards in the government sector has prompted the researcher to search for a suitable theoretical basis in order to formulate the model of organizational excellence. The purpose of this research is to identify the components and dimensions of organizational virtue and determine a model for this variable. For this purpose, using library studies, the components and dimensions of organizational virtue were formed. And then, using the Delphi technique, a qualitative questionnaire was distributed regarding the dimensions determined by the Likert scale, and then the opinions of 20 academic experts and executive experts who were selected by purposive sampling were analyzed, and the agreement and coordination of their opinions were analyzed using the coordination coefficient. Kendall was confirmed and the dimensions and components of organizational virtue were calculated. The value of the Kendall coefficient obtained for the level of agreement and consensus of the experts' opinion showed that there is harmony between the views. The calculated chi-square value and significance showed that the correlation coefficient obtained is significant. And then, the quantitative method of structural equation modeling was used to test the model. Contrary to the opinion of many experts who are concerned about environmental issues and its negative impact on virtue-oriented ethics in the government sector, the researchers of this research believe that the most important reason for the loss of color of ethics and the forgetting of virtue-oriented concept is based on their findings. Key words: virtue, organizational virtue, dimensions and components of organizational virtue https://asm.pgu.ac.ir/article_708110.html The purpose of this study is to identify, determine and analyze the relationships between the components of the commercialization model of innovative products of knowledge-based companies in the chemical field with an interpretative-structural modeling approach. The current study is a mixed (qualitative-quantitative) research. The statistical population consists of 17 experts who were selected using a non-probability and theoretical sampling method. In the qualitative part, the variables of the model were identified and categorized by coding using semi-structured interviews with experts and content analysis approach. In the quantitative part, the degree of influence between the variables of the model was determined with the opinions of experts in the pairwise comparison questionnaire and the level was determined with the interpretive-structural modeling approach. According to the findings of the content analysis, the research commercialization model has the variables of "discovery and ideation", "evaluation and formation", "production and exploitation", "market and sales", and "feedback and recovery". is The findings of the quantitative part of interpretive-structural modeling showed that the model has four levels, the variables "discovery and ideation" and "evaluation and formation" are the most effective, the variables "market and sales" and "production and profit" Vector" as connected variables and "feedback and recovery" variable is the most dependent. This result shows that in order to improve the commercialization of innovative chemical products, discovery and ideation should be done according to the goals of sustainable development and circular economy, and finally the life cycle of products should be monitored and controlled. https://asm.pgu.ac.ir/article_706626.html Turbulence, as an effective factor in determining investment risk, can play an important role in investors' decisions. A proper estimate of stock price volatility or option transactions in an investment cycle is a very important starting point in investment risk control. This paper proposes a governing equation for stock market indices using an advanced water drop algorithm. The proposed governing equation can be expressed as an equation by the algorithm with non-constant diffusion coefficient. The governing equation accounts for non-stationary effects and describes the time evolution of the probability distribution function of price returns. A stochastic differential equation models the time evolution of price returns in a different way than the classical Black-Scholes equation. All equations account for a deterministic part or trend and a random part or q-Gaussian noise. q-Gaussian noise can be decomposed into Gaussian noise that is influenced by a standard deviation or fluctuation. The presented model has been validated using the total stock price index data of Tehran Stock Exchange based on daily values from 1390 to the end of 1401. We show that the price return becomes Gaussian, thereby being fixed by normalizing the reduced data set. Data normalization is calculated by subtracting the trend and then dividing by the standard deviation of the reduced price return. Stationary test includes displaying the power spectrum in terms of autocorrelation of time series. https://asm.pgu.ac.ir/article_706186.html The purpose of the current research is to provide a model for evaluating the excellence of human resources in the banking industry, the research method is exploratory and based on a qualitative approach with a sequential exploratory design, which uses an inductive qualitative content analysis method, which was conducted as a survey. The statistical population in the first qualitative part includes all articles that could be downloaded from databases; in the second qualitative part; The statistical population of this research was the university faculty members who were experts and experts familiar with the research topic, and the sample size included 62 articles and 2 books, which were extracted from reliable databases and databases based on the stratified random sampling method. . Participants were assisted in data analysis and interpretation; According to the content analysis, thirteen main components of ethics management, human resource strategy, managers' attitude and support, labor and employee relations, talent management process, innovation management, data and information systems management, human resource maintenance management process, development of human resources capabilities Improvement of evaluation and feedback processes, development of welfare and well-being of employees, excellence of human resources was achieved. Also, 38 sub-components were extracted for the main components. After analyzing the content and extracting the codes, the components were presented in the form of a template. https://asm.pgu.ac.ir/article_706194.html Effective customer relationship management is an important challenge in business competition. Organizations need information about who their customers are, what their expectations and needs are, and how to meet their needs. This research presents a model for the adoption of CRM social systems by professional users using Web 2.0 technology. The main goal of this research is to provide a model for the acceptance of CRM social systems by professional users using Web 2.0 technology. The current research method is a descriptive study of the correlation type. Also, this research is practical in terms of its purpose, and its results can be used in service companies, banks, and insurance companies. To determine the sample size in this research, Cochran's formula was used in the case of unknown population size; Based on this formula, the sample number was 432 people, however, to consider the decrease and increase in validity and generalizability of the results, the sample number was 300 people. In order to collect information, a questionnaire on customer relationship management and marketing performance was used. The results of the research indicate that the adoption of social systems in marketing by professional users using Web 0.2 technology has led to greater customer satisfaction and trust. https://asm.pgu.ac.ir/article_706149.html Today, the gender of the brand is one of the most important topics that has been highly studied by researchers. Brand gender refers to individual personality traits associated with masculinity and femininity, both of which are applicable and suitable for brands. The purpose of this research is to present the femininity model of the brand in the Instagram clothing industry. This research was conducted using the Foundation's data method and its statistical population includes store managers on Instagram. The findings of this research were 65 codes, which are categorized into 22 concepts and include 5 categories of causal conditions, background conditions, intervening conditions, strategies and consequences. The results showed that store managers on Instagram can significantly improve brand recognition, increase sales and income, and strengthen customer trust and loyalty by using brand femininity marketing. Appropriate use of strategies such as providing attractive and educational content, collaboration with famous influencers, use of hashtags and events, and accurate data analysis, can be key factors in achieving successful results. Accurately knowing the audience and adapting strategies to their needs and interests can help to succeed in Instagram marketing. According to these results, store managers on Instagram can experience a significant improvement in their marketing performance and results by using appropriate approaches and strategies and be leaders in the growth and development of their brands. https://asm.pgu.ac.ir/article_706568.html Some marketing managers have gained a deep knowledge of the market due to their years of implicit and explicit work experience in the field of marketing, and sometimes they can make decisions without reasoning and only based on guesswork and a kind of sixth sense or market intuition. Get the correctness completely on time. The purpose of this research is to examine the gaps in previous models and research gaps regarding intuitive marketing in the detergent industry. In this research, in order to extract a research gap among the studies, articles were searched in Persian databases including SID, Noormags, Magiran and foreign databases Scopus, Elsevier, Emerald and ScienceDirect. Key words such as intuitive marketing, experiential marketing, management Intuitive, experiential management, Intuitive marketing, experiential marketing, intuitive management, experiential management were checked in search engines. Among the 42 reviewed articles, the relationship of 138 concepts or variables with marketing or intuitive management has been investigated. In order to better understand the research gap, in terms of a visual perspective and a deeper understanding of the factors of the research gap, the galactic approach has been used (Torabi et al., 2001). In order to build a galactic research space and place the planets, the moon and the sun in its center, it is necessary to connect the moons to the planets. https://asm.pgu.ac.ir/article_706485.html Introduction: In the economic recession, consumers are forced to make their purchase decisions more carefully due to the decrease in income and increase in expenses. In this situation, the consumer's decision-making pattern becomes an important component in purchasing decisions. The purpose of this research is to provide a model of consumer purchasing decisions in recession conditions.Method: The current research is applied in terms of purpose, and in terms of nature and method, it is a qualitative type of foundation data theory. The participants were academic experts in the field of marketing management as well as marketing managers. Data collection was done through purposeful and snowball sampling with 15 experts using semi-structured interviews, and Max Quda software was used for data analysis. To ensure validity and reliability, the findings were approved by the interviewees. To analyze the data, open, central and selective triple coding method based on data base theory and MAXQDA software were used.Findings: The data obtained from the analysis of the interviews were coded into 6 main categories and 32 sub-categories and 94 as central codes.Conclusion: Consumer purchasing decisions in the recession require paying attention to customers' needs and providing suitable solutions. Brands should implement strategies to attract and retain customers according to the economic conditions and buying habits of customers. https://asm.pgu.ac.ir/article_705713.html This research is done with the aim of modeling the value creation process by using viral marketing for branding in the banking industry (case study: Tejarat Bank). In terms of its purpose, this research is considered to be a type of developmental studies that was carried out with a quantitative strategy and descriptive-combination method. Thematic analysis was used to analyze the data of the qualitative part, and the qualitative data were coded once by MAXQDA software and once by hand. The result of qualitative data analysis was the identification of 131 basic themes, 26 organizing themes and 7 comprehensive themes, which were presented and explained in the form of a model. The reliability of the qualitative part was investigated and confirmed by the Holstein method. Experts' opinions were also used to strengthen the validity. The proposed model has three dimensions: context, content and results. The context of the model consists of organizational orientation, infrastructures, viral marketing content, organizational culture and communication. All selected managers were selected as the statistical population of the quantitative sector, and sampling was done by a simple random method, and 155 branch managers of Tejarat Bank nationwide were selected as a statistical sample. The results of quantitative data analysis show that the proposed model has an acceptable fit, and all the identified topics are related to the model, and there is a consensus among the study subjects about their importance. https://asm.pgu.ac.ir/article_707416.html In today's world, despite the rapid growth of startups and new businesses, the competition in the market has become very fierce. To survive and grow in this market, startups must seek to attract new customers and retain existing customers with innovative and creative approaches in entrepreneurial marketing. In this regard, entrepreneurial marketing is very important for startups as one of the important approaches in marketing. Therefore, the aim of the research is to develop an entrepreneurial marketing model in start-up companies. In terms of practical purpose and in terms of exploratory nature, it was analyzed with a mixed (qualitative-quantitative) approach. In order to identify the components of the model, qualitative method and in-depth interviews were used. Qualitative section, 15 experts, including top academic professors of marketing management and experts in this field, who were selected in a targeted way. And the data theory method of the Strauss-Corbin Systematic Foundation and with the analysis of the qualitative part, the category analysis method was used with MaxQuda software. In order to fit the designed model, structural equation modeling approach was used by PLS software. The quantitative statistical population included 384 people from all managers, experts and employees in the marketing and sales industry, who were selected in a non-probable way. The data collection tool was a questionnaire based on qualitative findings, whose validity and reliability were confirmed. The qualitative part showed 10 main categories including: customer orientation, policy making, training, entrepreneurial marketing, organization strategy, mental image, advertising, management factors, competitive advantage and entrepreneurial limitations and 20 sub categories were identified. Quantitative part also revealed that there is a significant relationship between entrepreneurial marketing and factors, and the designed model has an acceptable fit. The entrepreneurial marketing model helps startups to market in the best possible way and achieve success by using innovative and creative approaches. https://asm.pgu.ac.ir/article_707565.html Studies on consumer buying behavior and store patronage have been an important part of retail and chain store research for years. Therefore, the purpose of this research is to investigate and explain the factors affecting the decision of consumers to buy at the point of purchase in chain stores in Mazandaran province. This research is of an applied type in terms of its purpose, and it is descriptive-survey based on the method of data collection. The data collection method in this research is a quantitative method. Quantitative data have been collected using a standard researcher-made questionnaire. The statistical population of the current research is the customers of chain stores in Mazandaran province. The method of selecting statistical samples in this research is simple random sampling. Then, based on the research hypotheses, the quantitative method of structural equation modeling was used to analyze the data using Smart PLS4 software. The results indicate that all indicators and factors affecting customers' purchase decisions at the point of purchase have a factor load of more than 0.4, so the indicators and effective factors are confirmed. Also, the model of influencing factors on consumers' purchase decision at the point of purchase (POP) has been drawn and the effect of causal factors on consumers' decision to purchase at the point of purchase and contextual and environmental factors on strategies have been significant, as well as strategies on the consequences and The results have a positive and significant impact. https://asm.pgu.ac.ir/article_707568.html One of the main pillars of citizenship rights is to prevent wasting time and save citizens' time. Therefore, the present study was formed with the aim of conceptualizing and implementing consumer time planning as an important category of professional ethics and citizenship rights. The present research method is basic and among mixed researches. In the qualitative part, the foundation data method is used. The statistical community in the qualitative section includes experts in the subject of time planning in the banking system (deputies, heads of banks and professors in the field of business management), who were selected as a sample by using targeted sampling until reaching theoretical saturation. The tool of the qualitative part was the deep interview and the data were analyzed using the foundational data method with the Strauss approach. In a small part, the descriptive-correlation method based on the structural equation model has been used. The statistical population in the quantitative section is the customers of National Bank in Tehran, among whom 384 people were selected using cluster sampling. The measurement tool in the quantitative part of the questionnaire is made by the researcher in the qualitative part and the data has been analyzed by structural equation method. By examining the results of the research, 60 initial codes were created in the form of 15 central codes (reducing time, filling the waiting time perceived from the employees' point of view, filling the waiting time perceived from the customer's point of view, overlap of services in the time axis, internal organizational standards, time shifting, Conscientiousness and responsibility, adaptability and agreeableness, neuroticism, extroversion, acceptance of new experiences, training, special interactions, environmental factors) and ultimate goals (consumer satisfaction) have been identified. The extracted validity and reliability scores are supported by the statistical scale. It can be concluded that organizations are trying to prevent citizens from wasting their time with proper planning. Planning the consumer's time in banking processes is one of the manifestations of respect for citizen's rights, and banks can, in addition to respecting citizen's rights, lead to customer satisfaction and long-term survival of the organization. https://asm.pgu.ac.ir/article_706488.html The current research is aimed at investigating the development of models in the operating budget of foreign oil companies and their localization in the National Iranian Oil Company. The statistical population of the present study is Iran Oil Company, and due to the smallness of the statistical population under study, all oil companies that operate in this field abroad are studied. To collect the necessary information and statistics, a questionnaire method was used, as well as a sample of the conducted studies. In order to carry out this research, at first, the significance of the variables was checked using the generalized Dickey-Fuller test, and after determining the degree of significance of the variables, the ARFIMA method was used to determine the model of operational budgeting. In order to estimate the research model, Eviews 10 software was used. The results of the research analysis showed that political risk and inflation have a negative and significant impact on the operating budget of the company and reduce the efficiency of resources. Also, the increase in environmental and organizational variables causes budgeting based on the intrinsic price of crude oil. Finally, the results of the research showed that variables such as the behavior of competing companies and financial support as variables of structural failure in the operational budgeting model have a significant impact. https://asm.pgu.ac.ir/article_706490.html The desire of governments to establish a democratic system, even in the form of the word "republic", makes public participation in the election process inevitable. On the other hand, the increasing indifference of nations towards determining their own destiny in the whole world has made governments face a serious challenge. Therefore, most of the politicians are determined to create motivation among the general public in order to participate in the elections. Political marketing is one of the concepts that have come to the aid of political activists by providing tools. Political participation for the government has special practical benefits, the lack of which harms the political system and its long-term goals, and therefore it is necessary to be noted This research is devoted to investigating the relationship between social trust and participation in elections and political marketing. The statistical population of the current research is the citizens of Kermanshah city over 18 years of age, of which 384 people have been investigated as a sample. Fundamental (0.39), informal trust (0.32), institutional trust (0.42) and generalized trust (0.34) have a positive, direct and meaningful relationship with citizens' political participation and marketing. Therefore, all research hypotheses are confirmed. The results of the structural equation model (Smart PLS) also showed that the total effect of the independent variable of social trust on citizens' participation and political marketing is 0.53. https://asm.pgu.ac.ir/article_706491.html One of the most important legal categories linked to responsibility and accountability is false advertising. Therefore, it is necessary to know the counterfactual advertising and its fields in relation to audio-visual media, in order to determine the nature and meaning of this concept. Assuming the realization of the fault and its compensation through the mechanism of civil liability, the discussion of how to compensate, the amount and type of compensation and the person responsible for compensation, etc., arises. Some of these challenges can be answered by referring to the civil liability law of 1339, but the answer to some others requires a comprehensive law in this field so that in case of violation of false advertising, audio-visual media of any nature are responsible and required to compensation for damages. The main question of the research is on what basis is the civil responsibility of the audio-visual media caused by false advertising based. In answer to this question, it can be said that the basis of responsibility in this field is the theory of fault. Therefore, in the light of referring to the general law of civil responsibility, it is possible to compensate for the damage caused by the violation of false advertising by audio media by writing a comprehensive law, with a comparative approach to the laws of other leading countries in this field, as well as applying self-regulation rules. He expected a picture. https://asm.pgu.ac.ir/article_706508.html One of the emerging areas of human resource management that is beginning to generate research interest in human resources is flexible humanresource management. The current research was carried out with the aim of designing a model for increasing the flexibility of human resources with the value creation approach of education workers in the seven districts of Mashhad and Tabadakan. This research is applied research in terms of purpose and qualitative in terms of methodand Delphi technique was used to design the model. The statistical population included all professors with experience in human resource management and administrative staff of education and training.After designing the initial conceptual model based on the theoretical foundations and background of the current research and qualitative analysis; The dimensions and indicators of the model were sent to 20 experts and the validity of each question was measured and monitored in three different Delphi stages. Also, after applying some necessary suggestions and corrections in the research questionnaire based on the findings, the final questionnaire was prepared and adjusted. The validity of the research tool was measured and evaluated in the form of face validity and factor analysis. Cronbach's alpha reliability coefficient is greater than 0.8, which shows the high reliability of the research tool. Based on the findings of this research, in the flexibility model seven dimensions of skill, task, behavior, communication, cognitive,moral and learning and in the value creation model four dimensions of organization growth, strategic excellence, organization reputation and boss satisfaction The reference has been identified. https://asm.pgu.ac.ir/article_706597.html Today, the importance of human resources as knowledgeable and talented employees is not hidden from anyone. This issue has become especially important in service organizations, such as banks. Attracting and maintaining these important resources is considered vital for the organization. The purpose of the present study is to identify the factors affecting the retention of creative employees in Iran's banking industry with emphasis on the indicators of motivational factors and management and leadership. For this purpose, a combined research approach (qualitative-quantitative) of sequential-exploratory type was used. The statistical community in the qualitative section includes experts (managers of Refah Bank branches and faculty members in the management field). In the quantitative part, the statistical population includes all managers, assistants and employees of Refah Bank branches in Kohgiluyeh and Boyer Ahmed provinces. To analyze the qualitative data of the research, the content analysis method will be used, and to analyze the quantitative data of the research, Spss and pls software were used at two levels of descriptive and inferential statistics. The results of the current research show that there are 67 important indicators that should be taken into account in order to maintain ethical employees in the banking industry, these 67 indicators are divided into 13 components and these 13 components are divided into 4 categories of general factors, management and leadership factors, and motivational factors. organizational and individual have taken place. In this research, management, leadership and motivational factors were investigated. Also, in the ranking of the factors. https://asm.pgu.ac.ir/article_707330.html abstract: The development and international business communication provided many opportunities for the international community to play an active role in the development and world trade. Despite the many opportunities it created, this development brought many challenges, and one of the most important challenges is how to solve them. And the chapter on commercial disputes between international subjects.In international trade, especially goods trade, it is very important to pay attention to international laws and create mechanisms and positive methods to prevent commercial disputes and adopt a suitable legal and logical solution in case of disputes. In the last century, identifying The rules and principles governing international buying and selling led to the regulation of domestic and international laws in the commercial relations of countries at the international level, which with the increase and expansion of the role of international governmental and non-governmental organizations gradually and developed the ground for reforms. necessary in domestic and international regulations to resolve disputes, which led to the establishment of rules and regulations for dealing with commercial disputes. In this article, the nature of commercial disputes is examined first, and then the mechanisms for resolving commercial disputes, legal methods and non-legal and dispute resolution authorities. https://asm.pgu.ac.ir/article_707344.html Many organizations are moving towards sustainability in the supply chain and the implementation of this combination in supply chain management has become a critical issue for organizations. Sustainability refers to the appropriate balance between economic development, environmental monitoring and social assets, and each of the businesses that make up the supply chain must have sustainable performance, according to the standard indicators of sustainability. Considering the importance of the rubber industry in the economic development of the country, it is necessary to implement such a chain in this industry. The purpose of this research is to design a sustainable supply chain model with an economic approach in the rubber industry. For this purpose, at first, by reviewing the literature and research history, the factors affecting the sustainability of the supply chain were identified with an economic approach. In the next step, using the statistical hypothesis test, the effectiveness of these supply chain stability factors in the rubber industry was investigated. For this purpose, based on the literature review, eight hypotheses were developed and evaluated by distributing questions and all of them were found to be effective. Then, using interpretive structural modeling technique, the variables were structured in the form of a schematic model. Based on this model, the factors of "financial components", "research and development" and "information technology" were the basic variables that should be given more attention in order to achieve a sustainable supply chain with an economic approach. https://asm.pgu.ac.ir/article_707817.html The main purpose of this is to identify the dimensions related to the marketing strategy in the country's electricity industry with an emphasis on the STPD marketing strategy model. The statistical population considered by the researcher in the field of research data collection includes senior managers and specialists and experts working in the marketing department of the country's electricity industry in Tehran. Based on the purposeful sampling approach, the researcher continued to collect his data until reaching theoretical saturation. Thus, the statistical sample of the research was 11 experts because the researcher used the opinions of 11 experts in order to use them in the qualitative part of his research. In the current research, the interview tool (semi-structured) was used in the qualitative part in order to collect data. A semi-structured interview was used to identify local approaches and methods that shape the four dimensions of marketing strategy (in the form of STPD model) and as a central phenomenon as well as other components of the paradigm model of marketing strategy formulation in the electricity industry of the country. The experts present in the research have expressed their opinions and opinions in the form of a qualitative interview, using the theory coding approach based on the Grand Theory methodology (identification of open codes, categories and concepts) and using software MAXQDA was analyzed in order to establish the foundations of the research model in the field of forming elements to the paradigmatic model of developing marketing strategy in the electricity industry. https://asm.pgu.ac.ir/article_715031.html Objective: The main purpose of this study was to design an evaluation of the factors affecting the relationship sales behavior and its results.Research Method: The present study is fundamental-applied in terms of purpose and qualitative and quantitative in terms of nature. The statistical community in the qualitative section is marketing experts. Experts were identified by purposive sampling and snowball sampling, which according to the adequacy of the data, a total of 20 experts were interviewed. The method of analysis was foundation data theory. In a small part, the researcher used 384 Maxim brand internal customers who were selected using both cluster and available approaches. Also, the data collection tool in the quantitative part of the questionnaire was 43 items. Smart PLS software was used to analyze the qualitative data from the foundation data approach and also for quantitative part analysis.Conclusion: The results showed that the causal conditions of relationship sales behavior included a complex competitive environment. The main phenomenon of the seller's professional ability has been the context of the company's situational factors, interfering factors of the sellers' personality traits as well as social and cultural factors. Relationship sales behavior strategy and outcome were also identified as sales performance, sales behavioral performance. The results obtained from the quantitative section confirmed the design of the model. https://asm.pgu.ac.ir/article_733146.html This study investigates the role of anthropomorphism in the evolution of users’ sensory interactions in virtual reality and its implications for marketing. With the rapid advancement of VR technologies and their growing use in digital marketing, the research addresses gaps related to multisensory interactions, individual and cultural differences, and the challenges of anthropomorphic design. An exploratory qualitative method with thematic analysis was employed. Data were collected through semi-structured interviews with 25 marketing experts, university professors, and VR users, using snowball sampling until theoretical saturation. Validity was ensured through triangulation, and reliability through precise concept definitions and iterative review of findings. Data analysis involved three coding levels (200 initial codes, 40 organizing themes, and 8 overarching themes).Findings indicate that anthropomorphism enhances immersion and social presence by fostering emotional connections through human-like avatar features, thereby improving user experience and strengthening brand trust and loyalty. Integrating multisensory elements such as sound, touch, and smell further increases marketing effectiveness. Personalizing avatars according to individual and cultural differences boosts user satisfaction; however, challenges such as the uncanny valley effect and ethical concerns require careful attention. The study highlights the importance of personalized avatars, multisensory design, and virtual influencers, while noting limitations including researcher bias and the absence of longitudinal research. https://asm.pgu.ac.ir/article_732668.html Background: In today's global and competitive markets, creating business networks is considered an effective strategy; these relationships often involve cooperation and competition, which require a careful balance to maintain mutual benefit and stability; hence, managing these complex relationships requires strategic control systems at the network level.Objective: The study was conducted with the aim of identifying the components of strategic control at the network level using the meta-synthesis method.Research Methodology: This study is applied in terms of purpose and analytical-descriptive in terms of method. The meta-synthesis method was conducted using the seven steps of Sandelowski and Barroso's (2007) method. Documents were extracted from domestic and foreign databases in the period 2000 to 2025. A total of 435 domestic and foreign articles were found, and based on the article acceptance criteria and research quality assessment using the Critical Assessment Skills program, 38 documents were finally selected for coding, analysis, and review. In order to measure reliability and quality control, the Kappa method was used, the value of which was at the desired level in the present study. Findings: Based on the findings, strategic control components at the network level were extracted based on 120 primary concepts, 30 subcategories, and 8 main categories including control of network social capabilities, control of network collaborative capabilities, control of network knowledge and information systems, control of strategy formulation in the network, control of network institutional environment, control of strategy implementation in the network, control of network internal results, and control of network external results.