New Approaches in Management and Marketing

Abstract Abstract
The purpose of this research is to explain the model of key competencies of consumers in online shopping. This research is a type of qualitative research, which is applicable in terms of purpose, and descriptive in terms of data collection. The statistical population of the research is buyers with high experience in online shopping, all of whom have at least 5 years of experience in online sales, and have business management education. The tool for collecting information is an interview. To investigate the validity of the qualitative part, the content validity and intra-coder and inter-coder reliability models were used. In the qualitative part of data analysis method, thematic analysis approach was compiled with MAXQDA software and using coding method. The research results first categorized and modeled the competencies of consumers in 6 stages of the online shopping process. Then, by combining these competencies, five key competencies of consumers in online shopping were identified, which included product identification, self-control, power of choice, consumer support, and decision support. The results of this research, with a combined analysis of the different competencies of consumers in online shopping, can provide important help both to consumers to increase the quality of their purchases, and to the managers of online shopping platforms to improve their services and increase their sales.
Extended Abstract
Introduction
Theoretically, online shopping can benefit consumers due to the wide variety of products and convenient shopping. However, insufficient competence may prevent consumers from enjoying the benefits of online shopping. For example, incompetent consumers may suffer from poor decision-making, impulsive consumption, and online fraud (Chopdar & Balakrishnan, 2020). The effects of consumer competence on consumer satisfaction and well-being have been repeatedly investigated in traditional offline consumption (Fernandes et al, 2020; Lee et al, 2023). However, studies of consumer competence in online shopping have been very limited. Furthermore, the difference between online and offline shopping prevents the transfer of information about the offline shopping experience to online shopping. Therefore, it is important to examine the structure and performance patterns of consumer competence in online shopping. Consumers' personalities such as their gender, age, health status, education level and social status significantly affect their level of financial competence (Andronie et al, 2021). Education is a valid way to improve the financial competence of consumers, especially for college students. This trend is consistent with the fact that online shopping platforms tend to launch consumer credit products to entice low-income consumers. Therefore, improving the competence of consumers and increasing their ability to identify risks will help them make rational decisions (Guofang Liu et al, 2023). Therefore, according to the gap expressed in the research literature, the main question of the research is as follows: What is the model of the key competencies of the consumer in online shopping?
Theoretical framework
Consumer competence
Consumer competence indicates the competence needed by consumers to function effectively and rationally in the market (Park et al, 2011). For example, competent consumers must have the ability to think, identify their needs, recognize essential products, compare prices based on value, and be fully aware of salespeople (Lachance & Choquette-Bernier, 2004).
Intention to buy
Grewal et al, (1998) define purchase intention as a possibility that consumers will find a tendency to buy a product. Purchase intention refers to the fact that the consumer is likely to buy a certain brand of a product category during the purchase (Bonyadi Naeini et al, 2015).
Babashahi et al, (2021) conducted a research entitled "Designing a Competency Model for Digital Marketing Managers" with thematic analysis method. In this study, researchers conducted 17 interviews with digital marketing experts. The findings of the research, which is the final model of the research after the triple steps of open, central and selective coding, show that the competency model of digital marketing managers was formed with 114 codes and 26 concepts in three categories of technical-specialist competencies, human-behavioral competencies, and analytical competencies.
Wang et al, (2019) conducted a research titled "Understanding Emotional and Informational Impact on Customer Knowledge Contribution through Quantitative Content Analysis". Participants in the online community reviewed Xiaomi. The research findings show that informational support (information recognition and credibility of sources) and emotional support (emotional stability and emotional difference) significantly affect customer knowledge participation.
Research methodology
This research is a type of qualitative research, which is applicable in terms of purpose, and descriptive in terms of data collection. The statistical population of the research is buyers with high experience in online shopping, all of whom have at least 5 years of experience in online sales, and have business management education. The tool for data collecting is an interview. To investigate the validity of the qualitative part, the content validity and intra-coder and inter-coder reliability models were used.
Research findings
In the qualitative part of the data analysis method, the theme analysis approach is compiled with MAXQDA software and using the coding method. The research results first categorized and modeled the competencies of consumers in 6 stages of the online shopping process. Then, by combining these competencies, five key competencies of consumers in online shopping were identified, which included product identification, self-control, power of choice, consumer support, and decision support. The results of this research, with a combined analysis of the different competencies of consumers in online shopping, can provide important help both to consumers to increase the quality of their purchases and to the managers of online shopping platforms to improve their services and increase their sales.
Conclusion
The current research was conducted with the aim of explaining the model of key competencies of consumers in online shopping. The results of this research are in line with the results of Babashahi et al, (2021), Wang et al, (2019), De Pelsmacker et al, (2018), Ballestar et al, (2017) Ramanathan (2016), and Day (2011). Babashahi et al, (2021) showed that the competency model of digital marketing managers was formed with 114 codes and 26 concepts in three categories of technical-expert competencies, human-behavioral competencies, and analytical competencies.
From the point of view of consumers, customer service is an important element in online shopping, so it is expected that online shopping platforms will try to improve this part as much as possible. This will be very important in empowering consumers' power of choice. Also, in supporting consumer decision-making, platforms can help empower and support consumer decision-making by developing and improving the comments section of their websites both during and after purchase.
 

Abstract Abstract This research examines the barriers and advantages of using Instagram along with Eitaa or Rubika in virtual businesses. Employing a qualitative approach, data was collected from 12 virtual business owners through semi-structured interviews and purposeful sampling. The data analysis was conducted using thematic analysis, facilitated by MAXQDA software and coding methods. The results indicated that the advantages of utilizing Eitaa and Rubika include reduced internet consumption, the potential to attract governmental and religious clients, the ability to address issues related to accounts or channels, and financial support. The advantages of using Instagram primarily involve ease of building trust. Collectively, the benefits of all three messaging platforms encompass the ability to attract customers from various parts of the city and country, learning from the profiles/channels of successful individuals, gaining information, employing strategies to attract clientele, and the opportunity to connect with new collaborators. The general acceptance of Instagram among the audience and the user-friendliness of domestic messaging applications compared to Instagram are considered additional benefits of these platforms. However, businesses also face challenges, including restrictions and regulations on content creation and advertising, audience limitations, the impact of political and social crises, competition, warnings from authorities, governmental restrictions, unethical behavior from audiences and competitors, and systematic issues such as messaging app bugs, lack of financial support, insufficient features in domestic messaging applications, and ideological constraints. This study offers solutions to improve the utilization of these messaging platforms and to assist businesses in better leveraging the capabilities of Instagram, Eitaa, and Rubika. Introduction The advancement of human life from the era of mass production to the age of communications and information, as well as the movement of countries towards knowledge-based and informational societies, has transformed all aspects of economic, cultural, industrial, and social activities. Among these developments, virtual social networks have experienced significant growth (Talebpour et al., 2014), attracting many businesses due to their features such as constant access, removal of time and space limitations, global reach, flexibility, and multimedia capabilities (Karimian et al., 2017). This has led to changes in consumer buying behavior (Yang et al., 2024). One of the most popular social networks, Instagram, has more than 1.6 billion users worldwide (Kemp, 2023), with 46.89% of Iran's population using it (Statcounter, 2024). Given this popularity, many businesses have started their activities on this platform. However, alongside this, some online business owners have expanded their activities on local messaging platforms like Eitaa and Rubika, responding to audience needs and adapting to domestic conditions due to the larger user base compared to other local platforms. According to statistics from 2023, Rubika has about 40 million users and Eitaa has about 30 million users (Tasnim, 2023). Being present on local messaging platforms such as Eitaa and Rubika, in addition to international platforms like Instagram, offers businesses opportunities for growth and increased revenue. However, business owners also face challenges and barriers, and understanding these challenges and planning to optimize their use is essential. This study seeks to answer the question: What are the advantages and barriers for Iranian businesses in using local (Eitaa and Rubika) and foreign (Instagram) messaging platforms? Theoretical Framework The social marketing theory emphasizes building relationships based on shared values between businesses and customers and uses tools such as social media to improve customer experience and enhance interactions. Simultaneously using both local and international messaging platforms can increase fast feedback and communication, enhancing customer trust and sales volume (Baran & Davis, 2017; Kotler & Roberto, 1989). The Hierarchical Effects Model focuses on the customer acquisition process, from awareness to action, while McLuhan's Global Village concept highlights the role of social networks in reducing geographical borders and influencing user behavior. These networks, as tools for transmitting information and shaping culture and user behavior, provide businesses with opportunities to send targeted messages to both local and international audiences (Baran & Davis, 2017; Zolghadr & Ghasemzadeh-Araghi, 2012). Social Learning Theory emphasizes the importance of observing and modeling competitors. By analyzing competitors' activities on different messaging platforms, businesses learn new methods for brand and business development, and use these patterns to promote their own growth (Baran & Davis, 2017). Finally, the Technology Acceptance Model indicates that if businesses perceive the usefulness and ease of use of a messaging platform, they will be more likely to adopt it and encourage others to participate as well (Ningtyas & Kurniawan, 2024). Methodology In this study, data was collected through semi-structured interviews with 12 online business owners active on Instagram and Eitaa or Rubika. The interviews were conducted purposively via telephone contact, and after obtaining informed consent, the interviews were recorded for analysis. Data were coded and analyzed using thematic analysis (Braun & Clarke, 2006) and MAXQDA software (version 2018). Subsequently, main and subcategories were extracted and compiled into a comprehensive report. Findings The advantages of using the Instagram, Rubika, and Eitaa platforms include their usefulness and ease of use. Local messaging platforms like Eitaa and Rubika reduce costs by offering discounted internet rates and eliminating the need for VPNs, making access to businesses more convenient. Each platform targets a specific audience; for example, Eitaa is more appealing to government employees, while Rubika attracts a younger, teenage demographic. Instagram, with features such as global accessibility, algorithms, and advertising capabilities, helps businesses widely promote their products and utilize diverse ideas for growth. On Instagram, influencer marketing is more effective, while on Eitaa and Rubika, advertisements are mainly promoted through pinned sections and broader areas, where increased monitoring builds user trust. In addition to advertising, promotional exchanges and discounts are popular customer acquisition methods. In Rubika, businesses can receive financial rewards for increased activity, but Instagram does not offer such financial support. Due to its commercial nature, Instagram easily builds customer trust, whereas local messaging platforms require more effort in this regard. Addressing issues on local platforms is easier due to the presence of related organizations within the country, while on Instagram, the only solution is typically email, which is often ineffective. Additionally, the use of these platforms, due to their lack of dependence on VPNs and simpler designs for various age groups, makes it easier for businesses to operate. Ultimately, Instagram, with features like Explore, automatic post downloads, and continuous visibility by users, provides more opportunities for businesses to be seen. Alongside the advantages, there are also various social and systemic barriers on these three platforms. Social barriers include content production limitations across all three messaging platforms. In Eitaa and Rubika, there are restrictions on certain topics, including dress codes, specific terms, and social issues like gender identity, materialism, and consumerism. These restrictions are less common on Instagram, where the focus is more on violent and disturbing content that could lead to account suspension. Additionally, Eitaa and Rubika mainly attract specific age, professional, and religious groups, which limits the target audience for businesses and reduces their revenue potential. In contrast, Instagram’s broad audience diversity offers more opportunities to sell products to different age groups and professions. Another social barrier is the challenges caused by audience behavior, such as offensive comments or inappropriate suggestions. These issues are more prominent on Instagram, especially for women in business, whereas they are less frequent on local messaging platforms due to stricter monitoring. Furthermore, operating on Instagram requires understanding complex algorithms, necessitating that business owners take various training courses. Local platforms, on the other hand, are simpler to use and do not require special training. Finally, intense competition on Instagram often leads to the creation of meaningless content and the manipulation of audience emotions, adding to the challenges faced by business owners. Such competition is less visible on local messaging platforms. Moreover, governmental restrictions in Iran have made it difficult to use Instagram, as political and social events may disrupt access to the platform, requiring the use of VPNs. Systemic Barriers: From a systemic perspective, Instagram allows business owners to receive feedback through comments on posts, a feature that Eitaa lacks. Additionally, upload speed and content size limitations on Eitaa and Rubika can affect user activity, whereas Instagram does not impose content size restrictions. Due to the lack of content editing tools in Eitaa and Rubika, users typically edit their content on Instagram before uploading it to these platforms. Instagram also has ideological restrictions related to words and topics concerning crises and social issues in Iran. If these terms are used too frequently, user accounts may be suspended. In contrast, Rubika offers more financial support to businesses, providing them with funds to prevent their activities from being halted, while Instagram does not offer such financial backing and only provides a platform for activity. Conclusion This study examines the advantages and obstacles faced by online business owners on three messaging platforms: Instagram, Eitaa, and Rubika. In terms of advantages, Instagram provides a suitable platform for business growth with its sophisticated algorithms and diverse tools, allowing business owners to reach a wide range of audiences due to its extensive user base. Additionally, Instagram offers numerous educational resources on optimizing activities and expanding businesses, which can be valuable for business owners. On local messaging platforms (Eitaa and Rubika), advantages include the absence of the need for VPNs and easier access for Iranian audiences. Furthermore, these platforms are more cost-effective compared to Instagram, as business owners do not need to pay additional costs for advertising, training, or internet usage. However, in terms of social barriers, there are significant differences between these platforms. Local messaging platforms impose more content and advertising restrictions, particularly concerning issues such as dress code, consumerism, and topics related to gender identity. Moreover, cultural and religious restrictions specific to age groups on these platforms may hinder business growth. While Instagram has fewer advertising restrictions, issues related to violence, controversy, and intense competition can create challenges for business owners. In terms of systemic barriers, similar problems exist across all three platforms. Eitaa and Rubika face issues such as slow upload speeds and content size limitations, which often drive business owners to turn to Instagram due to its better editing tools and upload capabilities. Additionally, ideological restrictions on Instagram, especially regarding social issues in Iran, may lead to account suspensions. Finally, issues like the lack of financial support on Instagram and software problems across all platforms are fundamental obstacles in the growth of businesses. Overall, operating on Instagram and local messaging platforms each has its own advantages and disadvantages. Online business owners need to choose platforms based on their type of business and audience needs in order to achieve the greatest success with the fewest challenges.

Abstract The present study aimed to design a transformation model for AI-based B2B marketing strategies in small and medium-sized enterprises. In terms of purpose, this research is applicable, and was conducted through a qualitative approach based on the grounded theory strategy. The research population consisted of marketing managers and artificial intelligence experts. Sampling was carried out by a purposive method, and the data collection process continued until theoretical saturation was achieved, which was ultimately reached after 15 in-depth interviews. Data analysis was conducted in three stages—open, axial, and selective coding—through MAXQDA18 software. The findings indicated that causal factors, including the necessity of analyzing competitive big data, changes in the decision-making patterns of organizational buyers, and pressure to reduce marketing costs, play a key role in initiating this transformation. Contextual factors, including the organization’s digital maturity and the quality of data infrastructure, provide the necessary foundation for the successful implementation of intelligent marketing, while limitations in financial resources, technical complexities, and resistance from traditional sales experts act as intervening factors. According to the results, adopting strategies such as the implementation of intelligent account management systems, predictive analytics, and content automation leads to improved outcomes such as higher return on investment, increased loyalty among key customers, and reduced sales cycles. This study provides a systematic framework that helps managers of small enterprises gain a sustainable competitive advantage in industrial markets by understanding the complex interactions between artificial intelligence tools and marketing strategies.
Introduction
Today, artificial intelligence has emerged as a significant driving force across various industries (Soleymanpoor et al., 2025). The flood of data, coupled with the availability of processing power and storage in digital devices, has generated a renewed interest in artificial intelligence (AI) across various fields in recent years (Sharma et al., 2022). Intense competition among organizations worldwide has also accelerated the need for AI deployment to gain an edge over competitors (Saadisalih et al., 2025). AI is often not perceived by most managers as a core competency that organizations must cultivate to remain competitive in the long run (Hanandeh et al., 2024). One of the key areas of AI application in organizational operations has been B2B marketing (Mikalef et al., 2021). Intelligent solutions are essential for enhancing B2B marketing capabilities in a complex business environment, as B2B operations often involve extensive informational complexity and the need for rapid decision-making. In this regard, due to its ability to process increasing volumes of data and provide rich insights into business partners and key customers, AI has the potential to transform conventional activities (Karamipour et al., 2025). Furthermore, AI applications have been proposed to enable the automation of many manual processes, which can help reduce bottlenecks and increase operational efficiency in B2B operations (Emami et al., 2025).
Nevertheless, despite the aforementioned benefits for large organizations, the implementation of AI in B2B marketing for small and medium-sized enterprises (SMEs) faces different complexities and obstacles. These companies, which are considered the backbone of the economy, unlike large corporations, often struggle with severe marketing budget constraints, a lack of massive datasets for training algorithms, and a shortage of AI specialists (Chatterjee et al., 2021). In the B2B world, where relationships are built on trust and long decision-making cycles, small companies need to know how AI can make their marketing processes intelligent and personalized without damaging human relationships (Zholghadr et al., 2025).
Therefore, the primary issue is that despite the inevitable necessity of digital transformation, there is still no methodical model for integrating AI into B2B marketing strategies in small and medium-sized enterprises. There are many unknown aspects regarding how the managers of these companies adopt this technology and its actual impact on redefining their sales and marketing strategies. Hence, this research seeks to answer the following question: What is the role of AI in the transformation of marketing strategies?

Theoretical foundations
Artificial intelligence refers to a set of technologies that allow machines to simulate functions similar to human intelligence, including learning, reasoning, problem solving, and language comprehension. In fact, artificial intelligence is a system that, by complex algorithms, has the ability to process huge volumes of unstructured data to identify hidden patterns and make predictions or decisions based on them (saadisalih et al., 2025). This ability to analyze patterns distinguishes artificial intelligence from traditional data analysis tools, because artificial intelligence-based systems have the characteristic of “self-correction” and can continuously improve the accuracy of their predictions by receiving new data (seyed javadin et al., 2025).
(Soleymanpoor et al., 2025) in a study entitled "Providing a model of effective factors in the socialization of artificial intelligence technologies", the results of the analysis showed that both independent and dependent variables have a direct positive and significant effect.
(Rostam zadeh ganji et al., 2025) in a study entitled "Providing a model of developing employee cognitive trust in artificial intelligence", the results show that causal factors include transparency, training and awareness, ethical compliance and defining common roles and goals, contextual factors such as organizational culture and resources; intervening factors such as employee resistance and system complexity, and strategies including employee training and empowerment are known as key tools in improving human-machine interactions.
Research Methodology
The present study is applicable in terms of purpose, and qualitative in nature with an exploratory-explanatory approach, designed and implemented based on the grounded theory strategy. The main objective of this study is to identify key components and explain the relationships among artificial intelligence technologies, the transformation of B2B marketing strategies, and their outcomes at the level of small and medium-sized enterprises (SMEs). The statistical population of the study included marketing managers, sales strategists in the business-to-business sector, AI implementation specialists, and senior managers of small and medium-sized enterprises participated in the digitalization process of their commercial activities. Sampling was conducted by a purposive (judgmental) method to ensure that the participants possessed lived experience and a deep understanding of the challenges and opportunities of AI in the B2B environment. The data collection process continued until the stage of theoretical saturation, which was ultimately achieved through 15 in-depth interviews. Data analysis was carried out in three stages—open, axial, and selective coding—by MAXQDA10 software.
Research Findings
The research findings indicated that the transformation of B2B marketing strategies is a pivotal phenomenon shaped by causal factors such as the necessity of big data analysis and competitive pressure. This process, within the context of the organization’s digital maturity and through the management of intervening factors such as employee resistance and financial constraints, is realized through strategies like intelligent personalization and predictive analytics. Ultimately, the implementation of this paradigm model leads to prominent strategic outcomes, including the enhancement of competitive performance, reduction of the sales cycle, and improvement of the organizational customer experience.
Discussion and Conclusion
The research findings indicate that competitive pressure acts as one of the primary drivers steering small and medium-sized enterprises (SMEs) toward artificial intelligence. In today’s industrial markets, acquiring strategic customers is no longer feasible through traditional methods, and the necessity of analyzing competitive big data has forced organizations to adopt intelligent tools. This finding is consistent with the results of Mikale et al. (2021).
Profound transformations in the structure of industrial markets, including supply chain complexity and the urgent need to minimize human error in sales forecasting, act as external drivers. The findings of the current study suggest that due to high volatility in B2B markets, traditional forecasting models have lost their effectiveness. This aligns with the research by Seyedjavadin et al. (2025), which emphasizes the role of business culture in formulating AI-driven strategies.
According to the extracted model, value creation through intelligent insights is the defining milestone that distinguishes leading firms. This finding is closely related to the results of Labin et al. (2024), who identified six emerging clusters in smart marketing (including dynamic market strategies), demonstrating that AI shifts the nature of “strategy” from a static state to a dynamic, data-driven one.
Data analysis revealed that success in marketing transformation is highly dependent on digital maturity and the culture of innovation adoption within managerial echelons. The quality of customer data and the availability of cloud platforms provide the necessary foundation for executing the model. This outcome aligns with the research of Bagheri et al. (2024), who investigated the level of digitalization in knowledge-based companies. Indeed, without structured data infrastructures and specialized human resources, even the most advanced AI tools cannot bring about strategic transformation.
The research findings showed that at the operational level, the resistance of traditional sales staff and the lack of technical expertise constitute the most serious operational challenges. These barriers, identified as intervening factors in the model, indicate that strategic transformation extends beyond technology acquisition and requires a shift in the organization’s human capital. This finding is consistent with the results of Rostamzadeh Ganji et al. (2025) regarding the importance of employees’ cognitive trust; until employees trust the accuracy and functionality of AI, they will resist the implementation of algorithm-based strategies. Furthermore, this is closely related to the study by Soleymanpour et al. (2025) on the necessity of “technology socialization,” meaning that small firms must establish the necessary cultural and educational foundations for AI adoption within the organization prior to model deployment to prevent early-stage project failure.
The results demonstrated that factors such as financial constraints, regulatory gaps, and particularly the unique challenges of the Iranian business environment—such as “sanctions and lack of access to international tools”—affect the model’s outcomes as critical and intervening limitations. The findings of the present study indicate that due to weak financial resources, SMEs lack the capability to compete with large organizations in acquiring licensed technologies. This finding matches the results of Ahmad (2025) regarding ethical and infrastructural challenges, as well as the research by Zolghadr et al. (2025), which emphasized the role of export and technological capabilities in electronic industries.
The research findings revealed that one of the primary strategies for transformation is the re-engineering of traditional processes and aligning them with the requirements of the digital age. This re-engineering encompasses a shift in managerial attitudes and redesigning decision-making structures from intuitive to data-driven modes. This finding is consistent with the research of Seyedjavadin et al. (2025), which highlights the role of business culture in formulating AI-driven strategies.
At the operational level, the findings suggest that firms must move toward intelligent tactics such as strategic personalization at scale and the utilization of predictive analytics in B2B interactions. These tactics allow the organization to focus on opportunities with higher success probabilities by accurately predicting the needs of strategic customers. This outcome is closely related to the research of Emami et al. (2025) regarding the design of an AI-based Customer Relationship Management (CRM) model. It is also aligned with the findings of Saadisalih et al. (2025) regarding innovative models for technology implementation in target markets.
Ultimately, the implementation of these strategies leads to the key outcome of enhancing organizational performance and establishing a competitive advantage. The results showed that the synergy between process re-engineering and intelligent tactics not only increases sales force productivity but also places the firm in a superior position relative to competitors by creating value through intelligent insights. This finding is fully consistent with the results of Karampour (2025), which emphasized the impact of AI capabilities on organizational performance in B2B environments. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract The aim of this study is to present a model for ranking insurance companies based on brand equity. In terms of implementation, this research is qualitative and was conducted by the content analysis method. The statistical population of the study consisted of 10 experts, including managers, specialists, and faculty members, selected through purposive sampling. Sampling continued until theoretical saturation of categories was achieved. The data collection instrument was semi‑structured interviews.
For data analysis, first, by means of a qualitative approach and the content analysis technique—including open coding, axial coding, and selective coding—the components related to brand equity were extracted. Subsequently, MAXQDA software was applied for data analysis.
The findings indicated that 36 components were identified and an initial model was developed. Based on the final conceptual model, the most important factors influencing brand equity in the ranking of insurance companies include service characteristics, customer characteristics, financial performance, profitability, credibility and public trust, innovation and technology, investment and financial assets, symbolic characteristics, and the service environment.
Introduction
In the contemporary era, many organizations have come to recognize that one of their most valuable assets is the brand of their products and services. Numerous studies have shown that building a strong brand is one of the key factors in achieving competitive advantage and ensuring long-term survival in competitive markets (Santos et al., 2023). A strong brand creates value not only for customers but also for the organization. On one hand, brands serve as effective tools for simplifying the process of product or service selection and purchase, facilitating information processing for customers and thereby increasing perceived value. On the other hand, while product design and production processes can often be easily imitated, the brand image and positioning—formed through years of marketing activities and customer experiences—cannot be easily replicated (Keller, 2017). Therefore, organizations relying on strong brands can implement higher pricing strategies, create more effective commercial leverage, increase their profit margins, and be less vulnerable to competitors (Aaker, 2025).
Over the past two decades, the concept of brand equity has attracted considerable attention in marketing literature. Factors such as rapid technological innovations, the globalization of markets, and the increasing power of retailers have all emphasized the importance of understanding and measuring brand equity. Despite the existence of multiple definitions, there is a theoretical consensus that brand equity represents the added value that a product or firm obtains solely through its brand name (Hunt, 2019).
Accurately measuring brand value has always been associated with challenges, as marketing decisions are often made in uncertain and dynamic environments, and numerous factors contribute to the formation of brand value. Under such conditions, the application of fuzzy approaches can serve as an effective tool for reducing uncertainty and improving the accuracy of evaluations. The findings of the present study can contribute scientifically by paving the way for future research in the field of insurance company ranking and by enriching the existing literature in this area. From a practical perspective, it can assist insurance companies in identifying performance criteria and aligning their performance accordingly.
In the Iranian insurance industry, although all stakeholders—including insurance company managers, policyholders, and regulatory authorities—recognize the importance of branding, there is no standardized, quantitative, and widely accepted model for measuring and ranking the brand equity of insurance companies based on scientific dimensions tailored to the specific conditions of the Iranian market. Evaluations are generally conducted based on traditional financial and operational indicators such as written premiums, loss ratio, and operating profit. Therefore, aiming to propose a model for ranking insurance companies based on brand equity, the present study holds multidimensional importance and necessity, and seeks to answer the following question: What is the appropriate model for ranking insurance companies based on brand equity?
Theoretical Framework
Brand Equity
Brand equity is of critical importance because it enables a brand to achieve greater significance and revenue in competition with rivals. Brand equity is a complex construct that encompasses numerous parameters such as brand image, brand identity, brand awareness, brand loyalty, brand associations, and others. Although this construct is largely subjective and qualitative in nature, it can be represented quantitatively. Brand equity is formed through marketing strategies, sustained efforts over time, and consistency, which collectively lead to customer perceptions and brand knowledge that may be either positive or negative. Positive perceptions result in increased brand equity. Effectively communicating product benefits to customers contributes to brand building. Companies invest substantial amounts in advertising through integrated marketing communication channels to promote their goods and services (Saputra & Margareta, 2020).
Derisi et al. (2026) examined the development of a brand reputation model aimed at enhancing brand equity in the pharmaceutical industry. The qualitative findings revealed that five main categories constitute the brand reputation model: causal conditions (proven quality, drug safety monitoring systems, credible scientific data), contextual conditions (institutional collaboration, scientific–economic interaction with policymakers, international standards), intervening conditions (geopolitical factors, multi-level competition, technological developments), strategies (scientific excellence, transparency, crisis management, indigenous innovation), and consequences (sustained trust, market position, scientific credibility, and policy bargaining power). In the quantitative phase, the results indicated high validity of the extracted model.
Sabzvari et al. (2025) investigated the identification of brand equity creation components in the Iranian apparel industry. According to the findings, four components—internal brand strength, brand awareness, positive brand image, and perceived value—are the most critical determinants of brand equity creation in Iran’s apparel industry, and the proposed model demonstrated an acceptable level of fit.
Research Methodology
This study was conducted through a qualitative approach and the content analysis method. The statistical population consisted of 10 experts, including managers, specialists, and faculty members, selected through purposive sampling. The sampling process continued until theoretical saturation of the categories was achieved. The data collection instrument was semi‑structured interviews.
Research Findings
For data analysis, first, by means of a qualitative approach and the content analysis technique—including open coding, axial coding, and selective coding—the components related to brand equity were extracted. Subsequently, MAXQDA software was employed for data analysis. The findings indicated that 36 components were identified and an initial model was developed.
Based on the final conceptual model, the most important factors influencing brand equity in ranking insurance companies include service characteristics, customer characteristics, financial performance, profitability, credibility and public trust, innovation and technology, investment and financial assets, symbolic characteristics, and the service environment.
Conclusion
The present study was conducted with the aim of developing a model for ranking insurance companies based on brand equity. The findings of this study are consistent with the results of Derisi et al. (2026), Sabzvari et al. (2025), Borjalilou and Emadinasab (2025), Mohammadnezhad and Rezaei Dizgah (2025), Nam et al. (2023), Lurriro and Miranda (2023), Jontonton et al. (2022), Yazdani Kachuei et al. (2022), Mohammad (2022), Balmer and Podnar (2021), and Sarker et al. (2021).
Borjalilou and Emadinasab (2025) demonstrated that corporate brand identity has a positive and significant effect on employee-based brand equity dimensions, including brand citizenship behavior, employee satisfaction, word-of-mouth promotion, and intention to continue collaboration. Furthermore, the dimensions of corporate brand identity—namely brand visual identity, brand personality, employee and customer orientation, and sustainable communications—also have a positive and significant impact on employee-based brand equity, although these effects are not strong. Among these dimensions, employee and customer orientation and sustainable communications, which are more closely related to organizational human resource policies, exert stronger effects on employee-based brand equity. In contrast, brand visual identity and brand personality, which reflect broader and more general meanings of brand identity, have comparatively weaker effects on employee-based brand equity.
Based on the research findings, it is recommended that companies disclose the results of such evaluations in their annual reports to shareholders in order to enhance accountability and transparency. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract The present study provides a model to identify factors affecting consumer behavior demand for organic products in Iran using a data-based approach, which is in the exploratory research category based on the purpose. The research population includes professionals and experts active in the field of organic products in industry and academia. The sampling method was purposeful and continued until the theoretical saturation stage, in which 14 people were selected. In the technical aspect, the data-based method of the systematic approach of Strauss and Corbin is also used. In the present study, using MaxQuda 2024 software to analyze the data obtained from the interviews; 13 causal factors, 3 central components, 14 strategies, 26 underlying factors, 21 intervening factors, and 12 consequences were found from the 89 initial concepts extracted in open coding. The variables of consumer awareness, acute diseases, health-oriented lifestyle and household purchasing power were identified as the most important causal factors. Exploitation of cyberspace and social networks, education, holding exhibitions, festivals and information were introduced as the most practical strategies. Government support, supervisory and inspection organizations, exploitation of approvals and certificates, policies, laws and collective and cultural values ​​were identified as the most effective underlying factors. Consumer trust, macroeconomic situation and product price, inhibitory intervening factors as well as taste, flavor and quality of propelling intervening factors were identified. Mental and physical health of the community, improvement of the generation and prosperity of organic business were the main outcomes predicted.
Introduction
In modern marketing, with the approach of providing products in line with the needs and desires of customers and simultaneously considering the health and welfare of the community, it is necessary to take action to examine, analyze and recognize the needs of consumers along with considering ways to maintain the health of the community (Khalaji et al., 2022). The goal of the marketing system is not simply to maximize consumption, provide more choice for the consumer, or provide customer satisfaction; but rather to enhance the quality of life to the highest possible level; and quality of life does not only mean the quantity and quality of goods and services, but also the quality of the environment (Chegini Asli & Saleh Ardestani, 2016). Therefore, it should be considered that healthy and pollution-free products guarantee meeting needs while maintaining human and environmental health and hygiene, and considering that the organic industry has the highest level of environmental and human health maintenance (meysamizade et al., 2023),
Organic agriculture means growing agricultural products and raising livestock without the use of chemical fertilizers, pesticides, and genetically modified organisms or products, and is often considered a healthier and safer option than conventional products (Pouralijan et al., 2021). Organic food refers to natural foods free of any artificial chemicals, that is, foods that are generally known to be beneficial for individual health, the environment, and society as a whole (Roseira et al., 2022). Organic agriculture can act as an important factor in local development and has an impact on improving the economic conditions of farmers, cultivating social capital and strengthening their connection to the market (Andruszkiewicz & Wierzejski, 2024). In the last decade, environmental and social concerns have increased and consumers have become interested in food products with environmental, health and social characteristics, in other words, sustainable food products (Aqhasafari et al, 2020).
Determining consumer motivations for purchasing organic products and prioritizing these factors can provide a clear and complete picture to planners and policymakers in this sector so that, with a comprehensive understanding of the level of promotion of the structures affecting it, they can have a complete plan to implement the necessary support policies and fully respond to the needs of producers and consumers, so that ultimately the process of producing organic products can be expanded and enter the consumer market through appropriate marketing channels (Hezar Khani et al., 2023). Paying attention to the needs and demands of consumers is the first step to developing the organic products market because understanding consumer behavior and examining the factors affecting it plays a very important role in the success of any economic system (Karbasi & Sheibani, 2022). Attempts to conduct an extensive study are faced with a lack of articles. Understanding the characteristics and behavior of the target market and being aware of the issues that affect business are essential for effective marketing of organic food items (Raksha Shenoy et al., 2024). Therefore, the researcher intends to answer the question: What are the factors affecting the demand for organic products in Iran?
Theoretical Basis
Organic Product Buyer Behavior
Organic product buyer behavior is a set of decisions and reactions of consumers in selecting, purchasing, and using products that are in line with the principles of health, hygiene, and the environment. This behavior is influenced by individual, social, economic, cultural, and environmental factors and reflects consumers' willingness to purchase products that ensure personal and community health and support sustainable and environmentally friendly production (Safari et al., 2022).
Marketing Mix in Organic Product Buyer Behavior
Marketing mix is ​​a set of organizational tools and actions that companies use to influence consumer decisions and behavior, including product, price, distribution, and advertising. In the context of organic products, the appropriate use of these tools plays an important role in gaining trust, increasing awareness, and strengthening consumer purchasing motivation. Product features, quality, packaging, and health and environmental certification labels are among the factors that influence buyer behavior and make consumers feel confident about the authenticity and value of the product (Hezar Khani et al., 2023).
Andruszkiewicz et al. (2024) conducted a study called “Comparative Analysis of Consumer Behavior of the Younger Generation in Poland and Germany with the Aim of Assessing Consumer Behavior of This Generation in the Context of Organic Food Market Trends”. The results showed that the Covid pandemic and the Ukrainian war have increased social uncertainty and inflation, which has reduced consumers’ purchasing power.
Kamboj et al. (2023) conducted a study called “Motivations for Intention to Buy Organic Food”. This study was conducted on 294 Indian consumers using a questionnaire method. The findings showed that functional value, quality, social norms, consumer innovation, and green trust have the greatest impact on purchase intention.
Research Method
The present study is applicable in terms of purpose, and qualitative in nature, with an exploratory approach, conducted to identify the factors affecting the demand for organic products in Iran. The theoretical framework of the study was formed based on the principles of consumer behavior and theories related to sustainable consumption, and in order to discover the underlying theory, the data-based theory approach with the systematic model of Strauss & Corbin (1998) was used. To collect data, semi-structured interviews were used with 15 academic experts, experts in the agricultural and environmental sectors, as well as activists in the organic products business, including producers, distributors, and consumers. Participants were selected using purposive sampling and observing the principle of theoretical saturation.
The interview protocol was developed based on the research objectives and theoretical background review. In the first stage, a list of 6 open-ended questions was designed that covered various aspects related to the demand for organic products. To increase content validity, the questions were provided to three experts in the field of agricultural marketing and consumption management, and necessary amendments were made after receiving feedback.
The interviews were conducted in person and in some cases online, and each session lasted between 45 and 60 minutes. While adhering to the framework of the questions, it was possible to ask supplementary questions based on the participants' responses to deepen and enrich the data. Before the start of each interview, the objectives of the research were explained to the participants and their informed consent was obtained.
The collected data were analyzed through three stages of open, axial, and selective coding. Review by the participants was used to validate the data, and triangulation of sources and the use of expert opinions were used to ensure reliability.
Research Findings
The present study showed that the behavior of buyers of organic products in Iran is influenced by a set of individual, economic, cultural and environmental factors. Education, information, smart marketing and access to diverse products are the most important strategies affecting consumer willingness. Also, demographic factors, moral values ​​and laws and regulations act as a basis or barrier to the acceptance of these products.
Discussion and Conclusion
Data analysis showed that the behavior of buyers of organic products in Iran is influenced by a set of economic, cognitive, individual and personality and belief factors. In the economic dimension, household purchasing power was identified as a determining component. This finding shows that even if the consumer has a positive attitude or sufficient awareness about the benefits of organic products, financial constraints can prevent purchase. This result is consistent with the results of Safari et al. (2022) and Hasanzehi & Dadres Mokhtari (2021) and confirms the importance of the economic dimension in consumer purchasing behavior.
In the cognitive dimension, consumer awareness and knowledge related to the benefits of organic products had the greatest impact. The findings show that effective information and education increase purchase motivation; this result is consistent with the studies of Kamboj et al. (2023) and Roseira et al. (2022). Also, personal health concerns and beliefs related to a health-oriented lifestyle, similar to the study of Ayaviri-Nina et al. (2022), play an important role in choosing healthy products and show that consumers in Iran also pay special attention to their own and family's health.
Personality and belief factors were also effective. In particular, the influence of family and reference groups was identified as one of the most important components, indicating that social norms and recommendations from reference groups can shape purchasing behavior. This finding is consistent with the results of Roseira et al. (2022) and emphasizes that consumer purchasing behavior is not only influenced by individual factors, but also social and cultural networks play a key role.
Strategies related to education and marketing, such as education through educational centers, the use of cyberspace and social networks, holding exhibitions, and informing through official media, acted as reinforcing factors and helped reduce consumer resistance. This is consistent with the findings of Hezar Khani et al. (2023) and indicates that education and marketing can strengthen consumer motivation and acceptance.
The underlying factors included demographic characteristics (age, gender, family structure), collective and cultural values, health and treatment conditions, and sales and distribution infrastructures. These factors, similar to the findings of Hasanzehi & Dadres Mokhtari (2021) and Safari et al. (2022), show the role of the environment and social context in shaping purchasing behavior. In particular, collective and cultural values ​​indicate the importance of social and cultural contexts in consumer decision-making. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract Abstract
The aim of the present study is to design and develop an innovative ecosystem model for small and medium-sized enterprises in Iran. The design of this innovation ecosystem model can act as a driving factor for involving various actors in the production, design, development and commercialization of innovative products and services in small and medium-sized enterprises. To achieve this goal, the meta-synthesis method was used and, according to previous studies, 1469 articles were selected and interpreted from among various articles. In fact, an interpretation beyond previous studies was obtained and in this method, the findings were combined and a comprehensive view of the phenomenon in question was obtained. Finally, 69 articles were selected using the screening method. The findings show that, according to the combination of studies conducted, the dimensions of the innovation ecosystem model in small and medium-sized enterprises include innovation in inputs, innovation in processes, innovation in outcomes and outputs, social innovations, strategy innovations, and environmental sustainability innovations. In fact, in addition to these dimensions, their indicators and components have also been extracted, which actually play a facilitating role in implementing the desired model. The results show that the innovation ecosystem model, which is the result of extracting indicators and components, can be applied in small and medium-sized enterprises.
Introduction
Today, creativity and innovation and the ability to discover new opportunities are among the most essential characteristics of entrepreneurs. Competition in technology and ensuring and continuing life and survival in companies and industries require finding new solutions and methods of dealing with problems that depend greatly on innovation, creation of new products, processes, and approaches. In today's business world, some factors such as continuous and sometimes fundamental changes in technologies, emergence of new demands from customers, short product and service life cycles, disappearance of the boundary between industries and the constant presence of new entrants from different industries and many other factors have created a special space and as a result of these changes, companies are dependent on other companies and institutions to create value for their customers. Considering value creation from an ecosystem perspective is different from the traditional view, which is based on value creation by a specific company and is static. Therefore, to use ecosystems, companies need to change their perspective from a traditional and company-based and static view to an ecosystem view (Fuller et al., 2019). In the innovation ecosystem, key people are connected to many other factors in valuable interactions. One of the reasons for the increasing importance of innovation at the international level is the globalization of markets and the competitive pressure on companies to keep on seeking innovation. Innovation ecosystems connect the way actors, producers, service providers, end users, regulators, and civil society organizations to achieve a collective outcome (Zakobedes & Calleagues, 2017). Ecosystems similar to innovation ecosystems increase the sustainability of organizations and industries and can support their sustainable activities towards sustainable development (Reezner & Calleagues, 2019), because it is likely to have implications for both researchers and policymakers and practitioners (Dedhayer & Calleagues, 2018).
Regarding the theoretical gap in the research, it can be said that by reviewing the research, it was found that limited studies have been presented in the field of designing and developing a coherent framework for the innovation ecosystem in small and medium-sized enterprises in the country, although many of these studies were very general or only analyzed the innovation ecosystem from one aspect (Holm & Ankarkrona, 2016). Also, regarding the necessity of conducting this research, it can be said that previous studies have mainly focused on the technological dimension of the ecosystem, which limits the possibility of examining and evaluating complex ecosystems (Chen et al., 2016). On the other hand, a large part of the studies have only examined a few ecosystem actors and the interactions between them, and have not comprehensively examined all stakeholders and the relationships between them (Motoyama & Knowlton, 2017). Today, designing an innovation ecosystem model can be considered as a stimulus to increase the performance of these small and medium-sized industries. In this regard, the present study attempts to, through the study of previous research, address the question of how the innovation ecosystem model in small and medium-sized enterprises is designed and developed using the meta-synthesis model.
Theoretical framework
In the present era, innovation emerges when the organization seeks to respond to an environment in which it is operating under environmental disturbances, and this has caused managers to focus on organizational transformation in order to adapt and respond to changes in a timely manner and maintain the organization's competitive advantages, and they consider themselves in need of an appropriate leadership style and human capital management to deal with such changes (Veghry and Fileshver, 2024).
Small companies may not grow with proper innovation management, but they can still survive. Companies that have planned innovation management well will be able to survive (Zoares Eskoober and Goozman, 2017). On the other hand, businesses also face obstacles, including restrictions and laws on content production and advertising, audience limitations, the impact of political and social crises, the presence of competition, references, government restrictions, unethical behavior of audiences and competitors, and systemic problems such as messaging bugs and lack of financial support, lack of sufficient facilities, and ideological limitations (Kafshdar Toosi, 2024). As Shompiter emphasizes, innovation is a powerful tool for new companies to successfully enter the market and challenge established companies. Also, established organizations need innovation to maintain their competitive position in the face of new and emerging or “disruptive” technologies (Cresstenson, 2010). Radical innovations are those that are developed by a company and are also innovations that are new to an industry (Reechesten and Salter, 2006). SMEs, known for their centralized management and informal structures, are therefore more prone to innovation. Companies that propose product innovation should focus on new product development or technological improvements, while companies that introduce new organizational methods such as process innovation should focus on knowledge and management culture (Ikermorat and Bardoogan, 2011). However, the most difficult task for SMEs is to realize this idea to meet demand. SMEs must follow several stages until the newly created product becomes marketable. New product development is a process in which new ideas are used in the final product and service. This process consists of six stages. Research and development stage, product design, concept testing, prototype, test marketing, and commercialization or launch. All these processes require resources and budget. Studies show that in Iran, not much research has been done so far on the topic of innovation ecosystem model in small and medium-sized companies and key players, and even practical models and patterns in this field. Considering that today advanced economies have placed innovation as their main factor and driver, developing countries need innovation in services and products to accelerate their growth and development. Considering the economic conditions of the country, many small and medium-sized companies cannot continue their production cycle.
Methodology
This research is applicable in terms of purpose, qualitative in terms of data collection, and with a meta-synthesis approach in terms of research implementation method. This research is based on the seven-step method of Sandelowski and Barroso (2007) in meta-synthesis.
Research findings
In this research, based on articles discovered from reputable journals and databases, 68 articles were fully reviewed and by combining the findings, six dimensions along with their indicators and components were identified for the innovation ecosystem, described below. Based on the results of the meta-synthesis, the dimensions of the innovation ecosystem can be categorized into six main areas, including input innovation, process innovation, strategy innovation, output and outcome innovation, social innovation, and environmental innovation.
Conclusion
 The first dimension is the input innovation dimension, consistent with the research of Liang & Wang (2023) and Block et al., (2023), and based on the research conducted, it is suggested that in order to have an effective input in the field of innovation, its indicators and components need to be calculated in a real sense and in accordance with the environment in which it operates. These indicators and components include crowdfunding, launching a venture capital fund, hiring startup-minded employees, innovation in financing methods, etc. The second dimension is the process innovation dimension, which acts as a strategic role in converting inputs into outputs and, in a way, extracts accurate and correct outputs and actions after a targeted and effective analysis of inputs. The results of this dimension are consistent with the research of Piñera-Salmerón et al., (2023). In this dimension, indicators and components such as the production of artificial intelligence-based services, updating machinery and equipment, setting up a research and development unit, using artificial intelligence capabilities, smartening business processes, continuous product improvement, application of quality tools, redesigning parts and components, etc. are mentioned. The third dimension is innovation in outputs and outcomes, which are actually indicators such as obtaining an electronic trust mark, developing new product versions, setting up spin-off companies, using online sales platforms, developing the export of innovative products, obtaining a knowledge-based mark for products, commercializing innovative products, etc., and is consistent with the research of Jin & Li (2023). The fourth dimension is social innovation, the results of which are consistent with the research of Sampaio & Sebastião (2024), and these studies showed that this dimension facilitates the cooperation of non-governmental sectors and civil society to promote innovation and also influence the innovation process. In fact, social innovation is an environmental factor that plays a decisive role in the adoption of innovation and the production of innovation. The indicators of this dimension include the development of corporate citizenship behavior, the allocation of budget lines to the field of social responsibility, the creation of local networks for the exchange of knowledge and benefits, etc. The fifth dimension is innovation strategies, which is consistent with the research of Agazu & Kero (2024). The components of this dimension include the development of entrepreneurial culture, the development of digital entrepreneurship, co-creation in the production of new products, and the development of gradual innovation, and therefore it is suggested that strategy be considered as a facilitator of the role of the innovation path and the purposefulness of the innovation development process. The sixth dimension is environmental innovation, which includes indicators and components such as green innovation development, green management development, green product development, green marketing development, reduction of environmental pollutants, use of less polluting materials, etc., which is consistent with the research of Kirikkaleli et al., (2023). The three dimensions of social innovation, environmental innovation, and strategic innovation are considered as external environmental dimensions of innovation that affect the internal environment of innovation and in a way stimulate innovation. Any research or management action in the field of innovation ecosystems requires a precise understanding of the six dimensions. 

Abstract This study aims to examine the experiences and influential factors shaping young people’s transitions from traditional employment to freelancing. The statistical population consists of 28 Iranian experts in the field of freelancing. Data were collected through semi‑structured interviews using purposive sampling and continued until theoretical saturation was reached. The qualitative method applied in this study was thematic analysis based on Braun and Clarke’s standard framework, and coding and analysis were conducted using Atlas.ti software.
The analysis of findings revealed four strategic dimensions that provide a comprehensive perspective for understanding freelancing:
(1) push factors and decision‑making in career transition;
(2) significant economic and financial challenges during the transition process;
(3) skill development and professional networking; and
(4) economic empowerment outcomes for youth.
The results indicate that transitioning from traditional employment to freelancing is a complex and multilayered process requiring precise and purposeful planning, strong social and professional network development, and the establishment of supportive governmental and political environments. The comprehensive strategic framework presented in this study can serve as a practical and evidence‑based guide for policymakers, entrepreneurs, and stakeholder organizations—including chambers of commerce and labor unions—to more effectively support young individuals during this career transition and to improve conditions for the development of freelancing.
Introduction
Over the past decade, a transformative shift—both morphological and structural—has emerged in the global labor market, placing independent entrepreneurship and freelancing at the forefront as key solutions. In Iran, as the knowledge‑based economy, modern digital technologies, and internet‑driven economic infrastructures rapidly expand and evolve (Khodaparast & Emadi, 2025), young people are increasingly and noticeably gravitating toward freelancing, autonomous work, and self‑directed employment, considering these pathways as preferred career choices.
These new forms of employment and career transitions, despite offering advantages such as flexibility and autonomy, are accompanied by complex and profound challenges that pose difficulties both for young individuals and for the global economy (Yang et al., 2024). Income instability, lack of access to conventional employment benefits such as health insurance and unemployment insurance, high levels of economic vulnerability, and the absence of formal support structures are among the most significant challenges (Lu et al., 2024).
Accordingly, the central research question is formulated as follows: How does the transition of Iranian youth from traditional employment to freelancing lead to economic empowerment?
Theoretical Foundations
Independent Entrepreneurship
Independent entrepreneurship, or freelancing, refers to a modern approach to business and autonomous work in which an individual, as an independent entrepreneur, undertakes various projects for multiple clients. In this model, the individual operates as a self‑directed professional, performing diverse tasks for different and numerous clients (Baitenizov et al., 2025; Öberg, 2018).
Career Path
Various perspectives exist regarding career paths, each emphasizing one or several dimensions of occupational development. Holland’s Theory of Career Choice highlights the alignment between an individual’s personality and their work environment, proposing that people are naturally drawn to occupations that match their personality types—such as realistic, investigative, artistic, social, enterprising, or conventional. This theory conceptualizes career choice primarily as a voluntary and individually driven process based on person‑environment fit; however, it pays limited attention to external pressures and involuntary career transitions.
Economic Empowerment
Economic empowerment is a broad and multi-layered concept that refers to the process by which individuals acquire and activate the ability, authority, and capacity to plan, make independent decisions, and control their own economic resources (Golara et al., 2025; Saffari Darberazi et al., 2025).
Research Methodology
This qualitative study employed the thematic analysis method within the standard framework developed by Braun and Clarke (2006), utilizing the Atlas.ti software. A qualitative approach was selected for this research to gain an in-depth, internal understanding of the lived experiences, motivations, emotions, and meanings held by participants (Clarke & Braun, 2021). This established framework for thematic analysis has garnered over 20,000 academic citations to date and represents a scientific and systematic method for identifying semantic patterns and latent themes within qualitative data (Foroozanfar et al., 2025).
The study utilized purposive sampling. The statistical population comprised individuals holding at least a bachelor’s degree and currently engaged in freelance work. In this research, the criterion for concluding the sampling process was the achievement of theoretical saturation, as defined within Braun and Clarke’s (2006) thematic analysis framework. The sampling process unfolded iteratively and in parallel with the coding phase. Following approximately 22 initial interviews, no significant new codes were added to the initial coding structure, and the primary themes began to repeat. Subsequently, conducting 6 additional interviews provided richer data and new contextual examples but did not yield any novel conceptual codes or themes, indicating theoretical saturation at the level of the main themes.
Research Findings
Through the analysis of 28 interviews conducted with the target population and audience, followed by a textual analysis of the interview transcripts, 11 initial themes were identified. In aggregate, these sub-themes represent four main dimensions, illustrating that the transition from traditional employment to freelancing among Iranian youth is not a simple linear process. Instead, it is a chain of transitions where push factors and liberating motivations, in conjunction with economic and institutional challenges, are navigated through skill and network development. This ultimately leads to outcomes of relative empowerment or [outcome not specified in text]. Consequently, freelancing in this study is understood not merely as an opportunity nor solely as a threat, but as a dynamic and conditional field whose quality of experience is contingent upon a specific combination of individual, network, and structural circumstances.
Discussion and Conclusion
The results of this research indicate that the transition from traditional, conventional employment to freelancing for Iranian youth is a complex, multi-layered, and arduous process that demands considerable attention, meticulous and purposeful planning, and substantial support. The key findings are as follows: Firstly, diverse and varying push factors are significant—negative push factors (fear of instability, dissatisfaction) are as important as positive ones (freedom, income). Secondly, considerable economic challenges, such as income instability and the lack of benefits, represent fundamental dilemmas requiring innovative solutions. Thirdly, essential social capital, along with strong professional and social networks are crucial for success and economic empowerment. Fourthly, balanced economic empowerment and genuine self-sufficiency necessitate a combination of financial independence, a sense of control, and economic security.
In comparison to previous research, the findings of this study regarding the importance of networking underscore the vital and fundamental role of social capital in freelancing. These results corroborate Golara’s (2025) research on the role of “weak ties” and professional networks in job seeking. Furthermore, our findings concerning the essential role of social and professional networks, the importance of continuous skill development and learning, and the fear and concern regarding income instability show significant similarities with studies conducted in other countries (Baitenizov et al., 2019; Morris et al., 2025). However, fundamental differences also exist. It can be argued that in Iran, negative push factors are stronger, whereas in developed countries, positive factors are more prevalent.
The findings of this research have important implications for policymakers and support organizations, presented below based on the study’s outcomes:
Based on the findings and themes from the push factors and decision-making dimension, a significant portion of youth transitioning to freelancing stems from dissatisfaction with the rigid structures and bureaucracy of traditional employment. Therefore, it is recommended that governmental and private organizations revise their human resource policies. By developing flexible work models (remote work, flextime, project-based work) and reducing unnecessary procedures, they can mitigate some of the push pressures. This would help transform freelancing from an option often driven by compulsion or escape from structure into a conscious and strategic choice.
Based on the themes from the economic challenges dimension, considering the fundamental role of income instability and the lack of benefits in undermining the economic empowerment of freelancers, it is proposed that policymaking institutions such as the Ministry of Labor, the Social Security Organization, and the Chamber of Commerce move towards designing insurance and support mechanisms tailored for freelancers. This includes flexible health and retirement insurance and adaptable premiums based on actual income, thereby partially reducing the gap between occupational freedom and social security.
Furthermore, findings based on the skill development and networking dimension indicated that success in freelancing depends on a package of technical, soft, and business skills, as well as robust professional networks. Consequently, it is recommended that universities, skill training centers, and science and technology parks design and implement comprehensive freelancing preparation courses, including training in negotiation, project management, personal marketing, and professional networking skills. They should also foster the development of social capital for freelancers by creating networking spaces, such as internal events and platforms.
Also, based on the themes from the economic empowerment outcomes, given that economic empowerment is experienced as relative and conditional by participants, it is suggested that policymakers and freelancing platforms develop indicators to monitor the quality of freelance livelihoods, including relative income stability and access to social support. Based on these indicators, programs to enhance the welfare and job security of freelancers should be designed, ensuring that the transition to freelancing systematically leads to improved well-being rather than merely a change in the form of insecure work.
Based on the results of this research, suggestions for other researchers interested in the field of freelancing are presented as follows: conducting longitudinal studies to track the career paths of youth over longer periods; examining the potential of freelancing for women and conducting specific research on the unique barriers faced by female freelancers; analyzing the role of new technologies, artificial intelligence, and automation on the future of freelancing; investigating public sector support policies; conducting cross-country comparative studies to benchmark and assess efficient and diverse freelancing methods; and examining the social effects of freelancing on family and social relationships. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract The aim of the present study is to identify the architecture of the entertainment structure in modern advertising; identifying core variables with word co-occurrence analysis. The present study is descriptive in terms of its purpose and developmental in terms of its application, and it was conducted through the meta-synthesis approach and scientometric techniques (synonymous analysis and co-authorship). This study applies a combined approach including "systematic review" and "word co-occurrence network analysis" to redefine the internal architecture of the entertainment structure. The meta-synthesis method was applied to analyze the findings, and the scientometric approach and VOSviewer software were utilized to combine, cluster, and structurally analyze the extracted concepts. The results showed that by analyzing 211 key vocabulary units extracted from reputable scientific sources, 9 fundamental variables in behavioral and experiential dimensions were identified and explained in the form of a comprehensive classification. While criticizing the ineffectiveness of classical models in explaining the modern complexities of advertising, the findings of this study provide an evidence-based framework for operationalizing the construct. This research not only contributes to the development of consumer behavior theories, but also provides a strategic tool for marketing managers to design and evaluate advertising content. The results of this research provide a solid basis for future empirical research to measure the effectiveness of these dimensions in platform-based environments.
Introduction
Rapid changes in media, content consumption patterns, and the ways in which audiences encounter commercial messages have highlighted the role of entertainment in advertising effectiveness more than ever before. In an age of message saturation, fast scrolling, short videos, and skippable ads; only those messages are likely to be seen and processed that create an enjoyable, engaging, and meaningful experience (Shafiee et al., 2024; Teixeira, 2014). Recent research suggests that entertaining elements such as humor, narrative, digital aesthetics, creativity, and cognitive stimulation can increase attention, enhance depth of processing, and improve the experience of encountering an ad (Gallo, 2023; Simonetti, 2024; Huang, 2023). This evidence highlights the importance of entertainment as one of the main drivers of the advertising experience in contemporary media environments. Despite this importance, the existing literature suggests that the concept of entertainment remains fragmented, multifaceted, and lacks theoretical coherence. Studies have explained this construct in different formats: some have considered it equivalent to cognitive engagement (Cline, 2007; Makienko, 2014); some have analyzed it in the context of narrative (Green & Brock, 2000; Wang, 2021); and others have limited it to emotional or aesthetic experiences. More recent studies also show that entertainment in digital, algorithmic, and OTT media has a more multifaceted nature and requires redefinition (Yu, 2024; Malik, 2024; Song, 2022). This conceptual heterogeneity highlights the need to review and integrate the literature. Accordingly, the aim of the present study is not to present a predetermined model, but to conduct a systematic review based on scientometric analysis of the last four decades and to identify the core variables of advertising entertainment; variables that can serve as the basis for developing new theoretical frameworks, valid measurement tools, and more accurate modeling in future research. This redefinition not only contributes to the theoretical richness of the literature, but also allows for the alignment of existing models with contemporary media conditions, including digital, algorithmic, interactive, and short-narrative advertising. Therefore, the main question of this research is: how does the architecture of the structure of entertainment in modern advertising; the identification of core variables by word co-occurrence analysis look like?
Theoretical Framework
Entertainment in Advertising
Advertising as an effective tool for raising awareness and introducing companies, goods, services, and even ideas and perspectives has undergone extensive changes over time. In the contemporary world, advertising has become an integral element of the structure of organizations and even cultural and social arenas, such that the continued effective activity of many businesses and social institutions depends largely on the level of success in information and advertising (Sinha, 2021). Advertising is a purposeful activity that introduces and promotes products or services through advertising messages to increase sales and strengthen brand recognition (Smith & Johnson, 2022). Entertainment in advertising has been considered one of the most effective mechanisms for shaping the audience's experience and increasing the effectiveness of the message over the past four decades. However, a systematic review of the literature shows that this construct has been explained over time with different theoretical approaches and there is still no unified and agreed-upon framework for defining and measuring it. Research in this area can be categorized into several main conceptual clusters, each of which sheds light on part of the nature of entertainment, but none of which alone is capable of providing a comprehensive picture of it.
Mir Motahari et al. (2025) investigated the evaluation of the role of outdoor advertising on the use of eye movements towards the brand. In this study, causal conditions (advertising content; quality of outdoor advertising and advertising features); main contextual factors (advertising slogan, billboard elements and analysis of customer eye movements); intervening conditions (online advertising, advertising costs, advertising through media and mass communication); pivotal categories (environmental advertising status, development of advertising effectiveness and effective advertising on customer intentions); strategies (attractions of advertising message, evaluation of the environmental advertising selection process) and three categories of competitive advantage, value creation and promotion of strategic marketing decisions are classified as the consequences of environmental advertising based on the use of eye trackers.
Danaei (2025) investigated the effect of media (radio) advertising effectiveness on the degree of consumers' tendency to consume domestic goods. The results of this study showed that the effectiveness of media advertising (radio) has a positive and significant effect on consumers' tendency to consume domestic goods.
Research Methodology
The present study is descriptive in terms of purpose and developmental in terms of application, and was conducted by a meta-synthesis approach and scientometric techniques (synonymous analysis and co-authorship). This study applies a combined approach including "systematic review") and "word co-occurrence network analysis" to redefine the internal architecture of the entertainment construct.
Research Findings
The meta-synthesis method was employed to analyze the findings, and the scientometric approach and VOSviewer software were employed to combine, cluster, and structurally analyze the extracted concepts. The results showed that by analyzing 211 key lexical units extracted from reliable scientific sources, 9 fundamental variables were identified in behavioral and empirical dimensions and explained in the form of a comprehensive classification. While criticizing the inefficiency of classical models in explaining the modern complexities of advertising, the findings of this study provide an evidence-based framework for operationalizing the construct. This research not only contributes to the development of theories of consumer behavior, but also provides a strategic tool for marketing managers to design and evaluate advertising content. The results of this research provide a solid basis for future empirical research to measure the effectiveness of these dimensions in platform-based environments.
Conclusion
The present study aimed to identify the core variables of the construct of entertainment in modern advertising by analyzing the co-occurrence of words. The results of this study are consistent with the results of Mir Motahari et al. (2025), Danaei (2025), Mohammadi et al. (2024), Hessani Khabr et al. (2025), Shen & Wang (2024), Bagher Mosavi & Fadai (2023), Ahadi & Ghasemi (2020), and Gordon et al. (2019). Shen & Wang (2024) showed that short video users' personality perception from each dimension has a significant positive effect on shared value creation. Therefore, this study examines the internal correlation and mediating mechanism between short video users' personality perception and purchase intention, establishing mediating and moderating variables. First, shared value creation plays a mediating role between personality perception and purchase intention on short video platforms. Second, two individual-level moderator variables play a moderating role between shared value creation and purchase intention on short-form video platforms: monitoring focus and social presence.
Using research variables as a monitoring mechanism helps managers make more informed strategic decisions regarding media selection and message content to maximize the return on advertising spending. Despite methodological rigor, the focus on English-language articles and a specific time period may have overlooked some of the local literature or very emerging research. Also, the findings remain at the theoretical level and need to be empirically validated. Accordingly, it is suggested that researchers design questionnaire items and test their reliability and validity through factor analysis in the next step. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract This study aims to design a comprehensive and dynamic model to explain organizational resilience in Iranian small and medium-sized enterprises. Given that these companies operate in a unique ecosystem of permanent crisis, traditional resilience models based on cross-sectional shocks seem inadequate to explain their dynamics. This research is exploratory and theoretical in nature and is based on the interpretive paradigm. A mixed methodological approach including metasynthesis as the main method and bibliometric analysis as a complementary method was used, and bibliometric data were extracted from 953 articles in Scopus and analyzed with VOSviewer software. After a systematic search of reliable databases and screening, 67 key articles were selected and synthesized and integrated through a content analysis process. Qualitative data analysis led to the identification of 460 unique conceptual codes that were categorized into 15 organizing themes and 5 overarching themes including: “1. Drivers and enabling factors, 2. Multilevel capabilities (individual/entrepreneurial, organizational, network/institutional), 3. Dynamic process cycle (anticipation, exposure, learning), 4. Resilient strategies (defensive, adaptive, offensive), and 5. Heterogeneous outcomes”. The main finding of the research is “A dynamic and multilevel model of organizational resilience in a permanent crisis environment,” which conceptualizes resilience as an evolutionary meta-capability. This research presents the first comprehensive and dynamic theoretical framework to explain resilience in the Iranian perma-crisis ecosystem, and its main innovation lies in conceptualizing resilience as an evolutionary process for the strategic transition from survival to evolution and showing the mechanisms of this transition.
Introduction
The business landscape is witnessing a paradigm shift as it enters an era of constant turmoil and unpredictable disruptions. This environment, described as the “Woka world”, has seriously challenged the fundamental principles of traditional strategic management. In these circumstances, the survival and sustainable growth of organizations requires a capacity beyond short-term resistance, known in the literature as the concept of organizational resilience (Chi et al., 2025). The understanding of the concept of resilience has evolved from the traditional “go back” perspective to the new “leap forward” paradigm, emphasizing strategic learning and transformation (Hernes et al., 2025). However, the existing literature suffers from three gaps: theoretical fragmentation and lack of integrated models, a homogeneous view of resilience pathways, and a lack of sensitivity to context.
Much of the research has examined resilience in response to episodic crises and has not been able to explain it in the context of a permanent crisis (permacrisis), a structural situation in which multiple and intertwined crises have become the norm (Maalouf et al., 2025). This concept accurately describes the unique nature of the Iranian business environment. Iranian companies, especially small and medium-sized enterprises, operate in a multi-crisis ecosystem shaped by a combination of factors such as economic and institutional instability, international sanctions, social unrest, geopolitical tensions, and infrastructure challenges (Shabani et al., 2025). Numerous pieces of evidence, including the National Business Environment Monitoring Reports and the unprecedented rise in the Uncertainty Index, confirm this turbulent ecosystem. These conditions render resilience models developed in more stable environments ineffective.
At the heart of this ecosystem, SMEs, as the driving force of the economy, face a paradox: on one hand, they are more vulnerable due to resource constraints; and on the other hand, they have a higher potential for agility due to their flexibility (Koporcic et al., 2025). How this potential is activated in Iran’s high-risk context is a question that, despite valuable domestic research, still requires a comprehensive model based on systematic knowledge synthesis.
Accordingly, this study aims to design and present a comprehensive, dynamic, and multi-level model of organizational resilience for SMEs in Iran’s perma-crisis ecosystem. This article conceptualizes resilience as an evolutionary meta-capability for the transition from survival to evolution, moving beyond a static perspective. To achieve this goal, this research uses meta-synthesis and bibliometric analysis to systematically synthesize previous researches to arrive at a new and context-sensitive theoretical framework and answer the fundamental question: "What are the dimensions and components of a comprehensive model of organizational resilience in Iranian small and medium-sized enterprises in a permanent crisis ecosystem?"
The theoretical framework
Organizational Resilience
Hepfer & Lawrence (2022) defines resilience as “the ability of an organization to anticipate, respond to, recover from, and learn from adversity”. Organizational resilience is a multilevel phenomenon. The existing literature generally distinguishes three key levels of resilience: individual, organizational, and network/institutional (Hillmann & Guenther, 2021). 1. Individual level: This level focuses on the psychological resilience of employees, managers, and especially entrepreneurs (Hartmann et al., 2022). In the context of small and medium-sized enterprises, the individual resilience of the entrepreneur plays a vital and pivotal role in guiding the entire organization’s response to a crisis (Leonelli et al., 2024). 2. Organizational level: This level, which is the main focus of this research, addresses the resources, processes, capabilities, and structures that allow the entire organization to cope with disruptions (Barasa et al., 2018). 3. Network/Institutional Level: This level examines resilience beyond the boundaries of an organization and focuses on the quality of the institutional environment, supportive policies, and the organization’s relationships with external actors and stakeholders (Koporcic et al., 2025).
Koporcic et al. (2025) in a comprehensive umbrella review, identified key barriers to resilience in SMEs as constraints related to firm size and greater vulnerability to shocks, financial constraints and ineffective leadership and lack of crisis management skills; and key coping strategies included business continuity planning, organizational culture, technology adoption, proactive manufacturing, and strategic cooperations.
De Waal et al. (2025) identified four heterogeneous resilience paths (incomplete recovery and survival, performance recovery, leapfrogging, explosive leap) in a longitudinal study of Ukrainian companies in war conditions, which shows that survival in critical conditions is itself a form of resilience.
Research Methodology
This research is exploratory and theoretical in nature, based on an interpretive paradigm, and uses the meta-synthesis and bibliometric analysis methods.
Research Findings
Data analysis was conducted using the meta-synthesis method as the main method and bibliometric analysis as a complementary method. Also, bibliometric data were extracted from 953 articles in Scopus and analyzed with VOSviewer software. After a systematic search of reliable databases and screening, 67 key qualitative and conceptual studies were finally selected and synthesized and integrated through a content analysis process. The results showed that 460 conceptual codes were classified into 15 organizing themes and 5 overarching themes including “drivers and enabling factors, multilevel capabilities, dynamic process cycle, resilient strategies, and heterogeneous outcomes.” The main finding of the research is “A dynamic and multilevel model of organizational resilience in a permanent crisis environment”. This model conceptualizes resilience as an evolutionary meta-capability that emerges from the dynamic interaction between the reservoir of multilevel capabilities and the flow of a continuous learning cycle and includes the following elements: 1) drivers and enabling factors (permanent crisis context); 2) the core of resilience including multilevel capabilities (individual/entrepreneurial, organizational, and network/institutional) and a dynamic process cycle (anticipation, exposure, learning); and 3) heterogeneous outcomes (from survival to explosive mutation). This model operates through strategic choices (defensive, adaptive, offensive) and evolves over time with feedback loops and an “evolutionary learning spiral”.
Conclusion
The present study aimed to provide a comprehensive and dynamic model of organizational resilience in Iranian SMEs in a permanent crisis ecosystem using a meta-synthesis method. The findings of this study are fully consistent with studies that emphasize the pivotal role of the leader in SMEs (Leonelli et al., 2024; Branicki et al., 2018). However, this model goes further and shows that leader resilience (including strategic intelligence and managerial competencies) is not only a driver, but also the main catalyst for activating capabilities at other levels. At the organizational level, this model is consistent with the main literature by highlighting capabilities such as agility, learning culture and digital transformation (Georgescu et al., 2024; Dowlatabadi, 2025) and shows that organizational capabilities are a platform for institutionalizing individual-level experiences and intuitions and transforming individual learning into organizational memory. At the network level, this model is also consistent with the findings of researchers by emphasizing strategic partnerships and resource dependency management (Koporcic et al., 2025). In the Iranian context, where formal institutions are weak and unreliable, informal and trust-based networks (social capital) become an alternative infrastructure for business. At the macro level, the resilience of small and medium-sized enterprises affects the resilience indicators of society, and supportive government policies can lead to strengthening the country's business ecosystem. This research, by moving beyond simplistic models, attempted to open the black box of resilience in the unique context of Iran's permanent crisis. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract The aim of this study is to present a model for developing social entrepreneurship policies in the Imam Khomeini Relief Committee. The research method is developmental-applicable in terms of its purpose, and qualitative in terms of its implementation method. The statistical population of this study includes 17 university professors, social entrepreneurship experts, and senior managers of the Imam Khomeini Relief Committee (RA), selected through purposive sampling. The data collection tool is a semi-structured interview, and the interviews continued until theoretical saturation. Data analysis was performed through coding using the content analysis method and using NVIVO version 11 software. The research findings showed that the extracted concepts related to the model for developing social entrepreneurship policies in the Imam Khomeini Relief Committee include 94 themes, 30 basic themes, and 10 organizing themes (drawing a vision supporting social entrepreneurship, improving entrepreneurial capacities in the organization, utilizing economic activity, creating an entrepreneurial organizational culture, service-oriented human resources, social responsibility of the relief committee, creating sustainable value in the organization, creating organizational interactions, promoting social justice and reducing poverty, and improving the organization's entrepreneurial performance).
Introduction
Today, a new topic that has been considered in the field of entrepreneurship, along with organizational entrepreneurship, is social entrepreneurship. This type of entrepreneurship expresses the benefit of a social institution with an image of discipline, innovation, and social dependence and is rooted in human interactions and human social relations (Gelard et al., 2022). Social entrepreneurship is recognized as the most important tool for addressing social challenges and whenever the market and the public sector cannot cope with these challenges, social entrepreneurship emerges as an agent of change and a social organization as an organizational entity that considers the separatist sector as a customer, while being guided by the philosophy of harmonizing social and economic value (Choi et al., 2024).
Entrepreneurship is a process that involves recognizing, evaluating and exploiting opportunities to introduce new products, access new markets or raw materials by organizing efforts that did not exist before (Simeone et al., 2018). Social entrepreneurship is proposed as an innovative approach to addressing social needs with an emphasis on problem solving and social innovations that eliminate traditional boundaries between the private, public and non-governmental sectors. Defining social entrepreneurship and its conceptual boundaries is not an easy task; because the concept is inherently complex and the literature in this field is very new. The term, used in both the general and academic literature, covers a wide range of activities and innovations (Seifi et al., 2024).
According to the latest estimates, there were approximately ten million NGOs in the world in 2015. There are also about fourteen thousand NGOs in Iran. Of the total number of NGOs in the country, 5,409 operate under the title of People’s Charity Centers with the license of the Imam Khomeini Relief Committee. These centers consist of a number of local benefactors and trustees managed voluntarily and in a completely popular manner with a board of directors structure and usually in the manner of traditional charities. However, if we define social entrepreneurship as an effective, innovative, sustainable and voluntary response of individuals or social institutions to one or more social needs, then undoubtedly the charity centers of the Imam Khomeini Relief Committee, which are often providing social services in old and traditional ways, are still a long way from reaching the stage of social entrepreneurship. For this reason, one of the solutions to promote social entrepreneurship in the charity centers of the Imam Khomeini Relief Committee is to develop and present a desirable model of social entrepreneurship to transform the management methods of these centers. Therefore, in this research, we seek to answer the question: what is the model for developing social entrepreneurship policies in the Imam Khomeini Relief Committee organization?
Theoretical Framework
Social Entrepreneurship
"Social entrepreneurship is the activities and processes committed to discovering, defining, and exploiting opportunities to enhance social values, which are carried out through new actions and the management of existing organizations in an innovative manner" (Shahvand et al., 2022).
Bazoukar & Bagheri (2025) examined the presentation of the Islamic jurisprudence support model of social and economic entrepreneurship. The findings were extracted based on the research approach of 6 aspects, 26 components, and 76 codes. Managers and entrepreneurs should adopt and implement effective principles and strategies to achieve positive outcomes. The results showed that the rights support model of social and economic entrepreneurship was presented in the form of 26 components. Doozandeh Ziabari et al. (2025) examined the presentation of a social entrepreneurship model in the development of rural tourism in the tourism target villages of Gilan province. The results showed that traditional tourism entrepreneurship follows a capitalist approach, is highly profit-oriented, and ignores the social aspects of doing business, which may in turn cause further harm to already disadvantaged communities. Social entrepreneurship in tourism, referred to here as tourism social entrepreneurship, is positioned as a market-oriented approach to addressing various social problems through tourism entrepreneurship.
Research Methodology
The research method is developmental-applicable in terms of its purpose, and qualitative in terms of its implementation method. The statistical population of this study includes 17 university professors, social entrepreneurship experts, and senior managers of the Imam Khomeini Relief Committee, selected through purposive sampling. The data collection tool is a semi-structured interview, and the interviews continued until theoretical saturation was achieved.
Research Findings
Data analysis was carried out through coding using the content analysis method and using NVIVO version 11 software. The research findings showed that the extracted concepts related to the model for developing social entrepreneurship policies in the Imam Khomeini Relief Committee included 94 themes, 30 basic themes, and 10 organizing themes (drawing a vision supporting social entrepreneurship, improving entrepreneurial capacities in the organization, utilizing economic activity, creating an entrepreneurial organizational culture, service-oriented human resources, social responsibility of the relief committee, creating sustainable value in the organization, creating organizational interactions, promoting social justice and reducing poverty, and improving the organization's entrepreneurial performance).
Conclusion
The present study was conducted with the aim of presenting a model for developing social entrepreneurship policies in the Imam Khomeini Relief Committee. The results of this study are consistent with the studies of Bazoukar & Bagheri (2025), Doozandeh Ziabari et al. (2025), Blanco-Jiménez et al. (2024), Abhari & Hashempour (2024), Viswanath et al. (2024), Azizi & Mohammadi (2024), Chichevaliev et al. (2023), Cortes & Lee (2022), Nourpour et al. (2023), and Gelard et al. (2022). Abhari & Hashempour (2024) showed that there is a direct and significant relationship between social entrepreneurship and its various dimensions and components based on the multidimensional model of social entrepreneurship with environmental components that affect this concept; accordingly, the environmental component corresponding to the "risk-taking" element of "innovative behavior"; the concept of "creative and innovative spaces" and the pillar of "power of wisdom"; the concept of "coherence and integrity" and the pillar of "entrepreneurial virtue"; the concept of "moral values"; and finally the pillar of "identifying social opportunities" which is one of the pillars of social entrepreneurship is the concept of "common norms".
According to the results of the research, the following suggestions were made:
Participation in social projects Cooperation with non-profit organizations and charities to improve social conditions.
Creating awareness campaigns and launching educational campaigns to make people aware of social and environmental issues. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract The objective of the current research is destination branding for health tourism in medical centers of Yazd province. The present study is based on the pragmatism paradigm with an exploratory orientation, conducted as developmental research in a cross-sectional manner using a survey approach (interviews) through field studies; the research strategy was projective technique, and data collection was performed using semi-structured, in-depth interviews with 12 experts in health tourism and destination branding who were selected through purposive sampling; at this stage, the sample size was determined based on the theoretical saturation rule, and after three-level coding (open, axial, and selective), this concept was developed; the research findings indicate the necessity of attention to infrastructure factors, cultural factors, and economic factors as variables of health tourism destination country, tourism factors and destination branding factors of the city, advertising, sales promotions, brand communities, and public relations as communication tools variables, as well as physicians and nurses, medical center staff, and managers as human resources variables, and medical equipment/facilities and services as product/service variables.
Introduction
In today's world, health tourism is recognized as one of the most prosperous global industries, attracting millions of people annually to various destinations for medical services (Patterson & Balderas-Cejudo, 2023). Within this context, health tourism destination branding has emerged as a critical factor in attracting both domestic and international patients while creating sustainable competitive advantages for medical centers. A primary concern for health and tourism policymakers is establishing medical destinations as preferred and trustworthy options in the minds of global audiences through effective branding strategies.
Despite Iran's significant potential, particularly in Yazd province, for attracting health tourists, limited research has systematically examined the factors influencing destination branding in this context. A review of existing literature reveals that cultural perspectives and elements - themselves influenced by environmental changes - significantly impact branding. As Wijaya (2024) demonstrated, successful branding strategies can create innovative, distinctive products that foster loyalty among target audiences. Similarly, Ailawadi & Keller (2004) investigated how branding strategies create unique positions for brands across various sectors, contributing to sustainable competitive advantage.
Theoretical Framework
Branding
The rapid changes and transformations at the end of the second millennium, coupled with the emergence of new global challenges, have revealed the limitations of traditional forecasting-based planning methods (Linkon et al., 2024). This constant evolution creates an ongoing need for individuals to adapt to environmental changes (Kindström et al., 2024).
Tourism Destination Branding
Destination branding focuses on creating perceptions or reputations that attract investors and tourists. A strong destination brand serves as an effective tool for differentiation and developing emotional connections with consumers (Darwish & Burns, 2019).
Health Tourism Destination Branding
Health tourism, defined as travel for physical and mental health purposes lasting between 24 hours and one year, represents a rapidly growing sector of the tourism industry (Sattari et al., 2020).
Research Methodology
This exploratory qualitative study adopts a developmental approach within the pragmatism paradigm. Utilizing inductive reasoning and taxonomic modeling, the research employed projective techniques and expert interviews to develop the concept of health tourism destination branding. The cross-sectional field study involved purposive sampling of 12 experts (following theoretical saturation principles) from academia and healthcare management in Yazd province (Table 1).
Credibility: Verified through member checking with participating experts
Transferability: Ensured through peer review by university professors
Dependability: Established through audit trails by two external reviewers
Inter-coder reliability: Achieved >0.7 agreement between independent coders
Findings and Discussion
Analysis of 60-90 minute interviews (recorded with participant consent) yielded 60 open codes, subsequently categorized into 14 axial and 5 selective categories (Table 2). The study identifies critical success factors including:
Infrastructure, cultural, and economic considerations
Tourism and destination branding elements
Communication tools (advertising, promotions, PR)
Human resources (medical staff, administrators)
Service quality and medical facilities
Conclusion
Yazd province - and Iran more broadly - possesses the medical expertise, competitive pricing, and cultural attractions to become a regional health tourism hub. However, realizing this potential requires:
Strategic destination branding
Infrastructure development
Health diplomacy initiatives
The study provides a comprehensive framework for policymakers and healthcare administrators to enhance Iran's position in the global health tourism market through systematic destination branding approaches. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract The aim of this study is to design a model for improving commercialization in the PVC industry with an emphasis on the role of emerging technologies. The research method is applicable in terms of its purpose, and exploratory in terms of qualitative approach and data analysis. The statistical population of the study consisted of 15 experts in the PVC industry, including technical and production managers of factories, formulation and R&D specialists, and faculty members in the fields of polymer and technology management, selected by purposive and snowball sampling methods. Semi-structured interviews were applied to collect information. Thematic analysis approach and MAXQDA software were applied to analyze the data. The results showed that the initial codes extracted were categorized into five organizing themes including “Environmental Pressures on Commercialization”, “Technological Capabilities and Capacities”, “Organizational and Management Factors”, “Market and Commercialization Processes”, and “Consequences and Achievements of Commercialization”. Finally, the overarching theme of the research was identified as “Improving Commercialization through Emerging Technologies in the PVC Industry”. The research findings showed that utilizing new technologies, enhancing technological capacities, strengthening knowledge management, developing market-oriented interactions, and improving organizational infrastructure play a decisive role in increasing the effectiveness of the commercialization process in the PVC industry. The results of this research can be used as a practical framework for industrial managers, policymakers, and polymer activists to develop the commercialization of innovative products and technologies.
Introduction
In recent decades, emerging technologies have played a prominent role in improving organizational performance, increasing competitiveness, and sustainable development as key drivers in the transformation of the structure of various industries. In the meantime, the polymer industry, and especially polyvinyl chloride (PVC), has become one of the most important sub-sectors of the petrochemical industry due to its unique characteristics, including reasonable price, high durability, flexibility in application, and recyclability. The development of new technologies in this area can lead to the production of products with better performance, reduced energy costs, improved environmental properties, and expanded the range of industrial applications (Delogu et al., 2020). Internationally, several models for technology commercialization have been developed that focus on interaction and synergy between key stakeholders such as universities, the private sector, government institutions, and investors. For example, the “triple helix” model emphasizes the synergy of knowledge, policy, and economics to facilitate the process of transforming science into products (Etzkowitz & Leydesdorff, 2022). In these frameworks, knowledge management, market analysis, technology assessment, and business model design are key elements for successful commercialization. However, adapting these models to the economic, cultural, and structural environment of countries such as Iran requires localization and redesign based on local realities (OECD, 2021). New approaches such as open innovation and technology co-creation platforms can be used as components that strengthen the commercialization model. By facilitating participation among stakeholders, these approaches help accelerate the idea-to-market process and can lead to the creation of a sustainable value chain in the PVC industry (Chasbro, 2020). Although the international literature has extensively addressed business models in the polymer materials and chemical industries, a review of recent articles shows that existing research is often either generic and cross-industry, without focusing on the specific characteristics of PVC such as high environmental and regulatory sensitivity, or solely on sectors such as market, technology or regulation, rather than on a comprehensive commercialization model. In particular, the integration of sustainability, circular economy and digitalization dimensions in the design of commercialization models for PVC technologies is less visible in a structured manner. Therefore, the main question that this research seeks to answer is: what does a commercialization improvement model look like in the PVC industry with an emphasis on the role of emerging technologies?
Theoretical Framework
Commercialization in the PVC Industry
In PVC extrusion and granulation lines, monitoring indicators include a set of process, equipment, quality and maintenance variables that comprehensively describe the behavior of the production system. Variables such as temperature, pressure, screw speed, equipment vibration, product weight and color, cutting blade speed, and production rate are among the indicators whose deviation from the optimal range can lead to quality degradation or line shutdown. The thermal sensitivity of PVC makes precise control of temperature and pressure in different areas of the extruder particularly important, as any fluctuations can lead to thermal degradation of the material and an increase in defective products (Pinto et al, 2020).
Adomako & Tran (2026) examined Innovation versus Chance; The impact of regulatory challenges on technology commercialization performance and product innovation. Using two-wave, multi-informant survey data from 336 SMEs in Vietnam, the results confirm the mediating role of commercialization potential. Furthermore, while intangible resource advantage strengthens the link between commercialization and innovation, environmental hostility unexpectedly weakens it, indicating that external pressures can overshadow firms’ commercialization efforts. These findings contribute to regulatory science and innovation research by highlighting commercialization potential as a critical mechanism through which institutions influence innovation. The present study provides insights for managers seeking to overcome institutional barriers and for policymakers seeking to create more innovative regulatory environments.
Pujotomo et al. (2025) examined a scenario of accelerating technology commercialization in a research university, applying a systems dynamics approach. The results show that TTO participation can reduce delays by directly matching university inventions with early adopters. Furthermore, given that TTOs coordinate initial grants, competitions, and external support; the results also increase funding prospects. Meanwhile, additional funding for inventors can further influence the speed of development, emphasizing the importance of team performance and resource availability. Overall, team dynamics, including expertise and time allocation, are crucial for rapid progress towards TRL levels. Active participation of end-users in design and testing also accelerates improvements. Based on these insights, we provide a practical scenario guide for technology transfer office managers to address budget shortfalls, optimize resources, and shorten commercialization timelines.
Research Methodology
The research method is applicable in terms of its purpose, and exploratory in terms of qualitative approach and data analysis. The statistical population of the study consisted of 15 experts in the PVC industry, including technical and production managers of factories, formulation and R&D specialists, and faculty members in the fields of polymer and technology management, selected by purposive and snowball sampling methods. Semi-structured interviews were applied to collect data.
Research Findings
Thematic analysis approach and MAXQDA software were utilized to analyze the data. The results showed that the initial codes extracted were categorized into five organizing themes including “Environmental Pressures on Commercialization”, “Technological Capabilities and Capacities”, “Organizational and Management Factors”, “Market and Commercialization Processes”, and “Consequences and Achievements of Commercialization”. Finally, the overarching theme of the research was identified as “Improving Commercialization through Emerging Technologies in the PVC Industry”. The research findings showed that utilizing new technologies, enhancing technological capacities, strengthening knowledge management, developing market-oriented interactions, and improving organizational infrastructure play a decisive role in increasing the effectiveness of the commercialization process in the PVC industry. The results of this research can be used as a practical framework for industrial managers, policymakers, and polymer activists to develop the commercialization of innovative products and technologies.
Conclusion
The present study was conducted with the aim of designing a model for improving commercialization in the PVC industry with an emphasis on the role of emerging technologies. The results of this study are consistent with those of Adomako & Tran (2026), Pujotomo et al. (2025), Sato et al. (2025), Banoo Farhang & Ansari (2025), and Momiyond et al. (2024). Pujotomo et al. (2025) showed that TTO participation can reduce delays by directly matching university inventions with early adopters. Furthermore, given that TTOs coordinate initial grants, competitions, and external sponsorships, the results also increase funding prospects. Meanwhile, additional funding for inventors can further impact development speed, emphasizing the importance of team performance and resource availability. Overall, team dynamics—including expertise and time allocation—are critical for rapid progress toward TRL levels. Active participation of end users in design and testing also accelerates improvements.
Based on the research results, the following suggestion was made:
PVC industry managers should create a structured “environmental monitoring” system to continuously collect, analyze, and link changes in the market, competitors, standard requirements, and environmental policies to technological decisions. This system should be able to provide early warnings and prepare the organization to face external threats. Such an approach prevents the organization from being caught in the middle of sudden changes and makes technological decisions more rational and forward-looking. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract The aim of this study is to present and analyze the customer retention model in electronic banking in order to identify the dimensions that affect customer experience and reduce churn. The present study is a mixed type and its qualitative part was designed based on content analysis. The statistical population of the qualitative part included 15 university professors, senior managers, and marketing experts in the field of banking, selected purposefully. Data were collected through semi-structured interviews, and the coding and theme extraction process was carried out by two independent researchers. The validity and reliability of the codes were confirmed by cross-checking and Cohen's Kappa index.
Qualitative data analysis led to the extraction of 404 initial codes, 66 primary themes, 20 basic themes, and four organizing themes. The identified dimensions include "service quality integrity" with subthemes of access quality, technical performance, compatibility, responsiveness, and service diversity; "strategic marketing communications" with subthemes of digital feedback, hidden marketing, communication trust building, digital experience simplification, and emotional-perceptual journey; “Digital interaction experience” included software trust, human touch in technology, clarity of application paths, emotional reflection and the ability to transfer insight to others; and “anticipatory innovation” included future vision architecture, predictive banking, digital care and security embedded in innovation. The findings show that combining these dimensions with marketing strategies can improve the operational efficiency of banks and simultaneously reduce customer churn. Therefore, utilizing this customer retention model can play a key role in improving e-banking performance and increasing customer satisfaction, loyalty and effective engagement.
Introduction
Due to rapid advances in e-commerce, gaining competitive advantage in the banking sector through maintaining customer relationships has received much attention. Customer retention has become a very challenging issue for managers and organizations (Chowdhury et al., 2024). Customer retention means keeping customers who cooperate with an e-banking service provider for a certain period. From this perspective, organizations consider customer retention as a marketing strategy in which customers are identified as those who return to the same provider within a certain period of time (Rezaei Dizgah, 2023). This approach helps organizations strengthen their relationships with customers and increase their loyalty (Celestin et al., 2024).
Research shows that bank customers always have different bank accounts and use different banking services, which may be due to poor service quality, past bank failures, customer distrust of the bank, and high risk perception (Negassa et al., 2023). In addition, despite rapid advances in the quality of Internet banking services, there are still 1.4 billion people in the world without a bank account (Ghani et al., 2022). Despite the rapid adoption of e-banking, most banks still face long queues at their branches. Low customer response rates, poor service quality, poor technology infrastructure, lack of trust, high risk perception, technology mismatch, limited access to online services, online customer frustrations, negative attitudes, low skill levels, customer fears, and lack of financial resources are factors that make customer retention difficult (Sattarii et al., 2022). With increasing competition in e-banking, customer retention has become a difficult task for Qarz-ol-Hasaneh Mehr Bank of Iran, which must pay special attention to retaining its customers. If the bank fails to maintain customer satisfaction and loyalty, it will face the risk of losing customers and reducing market share. Also, the inability to retain customers has led to reduced revenues, increased costs of attracting new customers, and damage to brand reputation. Also, in the digital age, customers can easily use the services of competing banks because their customers may quickly move to other options. This not only leads to a decrease in banks' income, but can also harm financial instability and reduce the bank's ability to attract capital. Therefore, the main question of the present research is: what is the customer retention pattern in electronic banking?
Theoretical Basis
Customer Retention
Customers in a market purchase goods or services through their purchasing culture and ability to choose and make decisions. This process is complete when the individual decides to purchase and implements it (Cavita et al., 2022). In the early 1990s, numerous studies focused on the concept of customer retention and its benefits for organizations providing products or services. Customer retention is directly related to the long-term profitability of a bank. Also, another reason why customer retention is important is the possibility of turning these people into business partners in business development. This type of relationship goes beyond a purely commercial interaction and leads to deeper and more profitable collaborations in which activities are carried out in a more coordinated manner (Celestin et al., 2024).
Quality of e-services
Quality of e-services is a key concept in digital environments that refers to the efficiency, reliability, and satisfaction of customer interactions with information technology-based services. In the e-banking environment, quality of service is not only related to the technical performance of systems and easy access, but also includes the overall customer experience in the process of using services, responsiveness, security, and trust in the system (Yeik et al., 2022).
Strategic marketing communications
Strategic marketing communications are one of the key dimensions of customer retention in e-banking, which plays an important role in shaping the customer experience and promoting their loyalty. This type of communication goes beyond simple information and traditional advertising and focuses on designing messages and interactions in a way that simultaneously enhances brand value and customer experience. In this study, strategic marketing communications were identified as consisting of five subthemes: “digital feedback”, “hidden marketing”, “communication trust building”, “simplifying the digital experience” and “emotional-cognitive journey” (ahang et al., 2024).
Selstian et al. (2024) examined “How businesses create personalized experiences to increase customer retention: The role of technology and human interactions in customer satisfaction”, using a mixed approach including quantitative surveys and qualitative interviews; the results showed that implementing effective CEM strategies resulted in a 25% increase in customer retention and a 30% increase in customer satisfaction.
Zarinjoy Alvar et al. (2024) studied “Investigating the Effect of Variety of Electronic Retail Delivery Service Options on Customer Retention”, using a questionnaire and analyzing data through structural equations in SPSS and PLS software, they concluded that variety in delivery options has a positive and significant effect on customer retention. The findings showed that the more diverse the delivery options, the greater the customer satisfaction and willingness to repeat purchases.
Research Methodology
From the perspective of the objective, this study is classified as applicable research. The research method was designed and implemented qualitatively and based on the interpretive paradigm with inductive logic, and given the exploratory nature of the problem; a qualitative research design with an exploratory approach was used. In this study, a sample of 16 people including senior managers, marketing and middle managers of Qarz-ol-Hasaneh Mehr Bank of Iran, as well as professors and experts with work experience related to electronic banking and with research books, articles, or lectures were selected.
The sampling method in the qualitative section was non-random and purposeful; in such a way that individuals with specific characteristics in terms of scientific and experimental backgrounds and communication skills necessary to participate and influence the research were selected. The criteria for selecting experts included relevant education in the fields of business administration, business, marketing and banking. In addition, for university professors, publishing at least one book, scientific-research article or lecture in the field of customer retention was considered a criterion; and for managers and experts, at least 10 years of work and management experience in the organization was considered a selection criterion. The interviews continued until reaching the theoretical saturation point; meaning that after the thirteenth interview, no new codes were identified; and for greater certainty, two supplementary interviews were also conducted in which no new codes were discovered. The qualitative data analysis process was carried out using the content analysis method and based on the six-step model of Braun & Clarke (2006). MAXQDA version 12 software was used to organize, manage, and facilitate data processing.
Findings
An examination of the extracted themes shows that the customer retention pattern in digital banking is the result of a deep connection between service quality, marketing communications, digital interactive experience, and predictive innovation. The thematic analysis process showed that customers do not pay attention to just one aspect of performance when encountering digital banking services, but rather experience a set of functional, emotional, and perceptual perceptions simultaneously. This multidimensional set was formed in the shape of basic themes and gradually integrated into organizing themes and finally into the overarching theme of “customer retention pattern.”
Discussion and Conclusion
The present study aimed to analyze the content of the customer retention model in electronic banking, especially in Qarz-ol-Hasaneh Mehr Bank of Iran. The research findings show that customer retention in the digital environment is a multidimensional phenomenon influenced by service quality, marketing communications, digital interactive experience, and proactive innovation. These overarching themes were described through a set of organizing themes and basic themes, each of which plays a fundamental role in developing and strengthening sustainable relationships with customers.
Electronic service quality, as one of the fundamental foundations of customer retention, includes accessibility quality, technical performance quality, compatibility quality, responsiveness quality, and service variety quality. The findings showed that customers tend to continue their relationship with the bank when digital systems are reliable, fast, and responsive, and provide a variety of options for conducting transactions (Zarinjoy Alvar et al., 2024).
The second organizing theme is strategic marketing communications, which includes digital feedback, hidden marketing, communication trust building, digital experience simplification, and emotional-perceptual journey design. Findings show that smart use of digital feedback and targeted marketing strategies strengthens customer relationships, increases trust, and increases the likelihood of repeat purchases (Sugiato et al., 2024; Kavita et al., 2024).
Digital interaction experience, as the third overarching theme, includes software trust building, human touch in technology, clarity of application paths, emotional reflection, and the ability to convey perspective to others. Findings show that customers expect a human and meaningful experience from digital interactions in addition to quality of service (Selstian et al., 2024).
Predictive innovation includes future-oriented architecture, predictive banking, digital care, and security built into innovation. The findings showed that banks that are able to anticipate customer needs and provide innovative and secure solutions are successful in retaining their customers in a competitive environment (Ghani et al., 2022; Saruklai et al., 2024). Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract The aim of the present study is to analyze the effectiveness of persuasive advertising in social networks. The research method is applicable in terms of its purpose, quantitative in terms of implementation, and descriptive survey in terms of data collection. The statistical population of this study consisted of 15 experts from university professors, managers, and marketing specialists, selected through purposive sampling. The tools used were a demographic information questionnaire and a researcher-made questionnaire. The DEMAT questionnaire was used to collect data from the DEMAT section and the network analysis process to prioritize variables. The DENP method (a combination of DEMET and the Analytic Network Process (ANP)) was used to prioritize the influencing factors. The results showed that six main categories, including market needs, research opportunities, social and economic impacts, technology and innovation, societal trends, and social network structure, are in the first to sixth priority, respectively.
Introduction
One of the most important and biggest changes occurred in the field of human life is the emergence of virtual social networks on the Internet. Almost all thinkers and philosophers agree that social media has transformed and influenced human lifestyles and life, although there are different views on the nature, intensity, and type of these effects (Keshwarian et al., 2014). In the past decade, consumers have increasingly connected with both marketers and other consumers through dynamic networks known as virtual social media. Currently, the number of social media users worldwide exceeds four billion; a figure that represents an increase of almost 9% in 2019 alone (Areo & Oyeniran, 2021). Along with the significant increase in social media users, marketers have also chosen social media marketing year after year for various purposes, including advertising, research, customer relationship management, and after-sales service. The majority of marketing managers believe that virtual social media is used primarily for “brand building and brand awareness” activities, and evidence from academic studies also suggests that effective use of social media helps improve brand awareness and brand image, and ultimately product and service awareness, and even improve the financial performance of brands (Haque Beg et al., 2020). This has made the influence of virtual social networks in creating a mental image of brands, companies, and their products and services, as well as in customers’ purchasing decisions, a prominent trend in advertising and marketing discussions (Amirkhani Sararudi, 2025). In Iran, due to limited access to Telegram, Facebook, and Twitter; Instagram was used in this study as a popular application among Iranians, which has attracted much attention from various businesses in terms of marketing and advertising, given the global user community of this virtual social network. According to the latest statistics from the site of Statista, the number of Instagram users in Iran has reached more than 25 million (Khosravilaghab et al., 2022). In recent years, manufacturing companies in the clothing industry have specifically entered the field of Instagram advertising and have been trying to attract Iranian Instagram users to their goods and services by using various advertising tricks such as offering prizes, using celebrities, etc. The important point here is that despite the development of theoretical and empirical knowledge about advertising activities, research and theoretical knowledge in the field of measuring and effectiveness of social network advertising, especially Instagram, in Iran is still in its infancy, and advertising customers do not have a framework for measuring the effectiveness of their advertising; and initial studies also show that many advertising companies still Content producers on Instagram use old models of effectiveness measurement, such as the Aida and Dagmar models, to measure the effectiveness of their advertisements. However, the Instagram environment is very different compared to traditional media, and this difference leads to differences in measuring the effectiveness of advertisements (Hessani Khabr et al., 2025). Therefore, the main question of this research is: how is the presenting of a development model for the effectiveness of persuasive advertisements on social networks?
Theoretical framework
Social networks
Social networks are online platforms that enable the production, publication, and exchange of content and interaction between users and play an important role in shaping consumer behavior and digital marketing (Zhao & Chen, 2023).
Advertising
Advertising as an effective tool for raising awareness and introducing companies, goods, services, and even ideas and views has undergone extensive changes over time. In the contemporary world, advertising has become an indispensable element of the structure of organizations and even cultural and social arenas, such that the continued effective activity of many businesses and social institutions depends to a large extent on the level of success in information and advertising (Sinha, 2021).
Hessani Khabr et al. (2025) examined the presentation of a developmental model for the effectiveness of persuasive advertising on social networks. The results showed that in open coding, the researcher achieved 146 concepts, classified into 31 categories. Persuasive advertising on social networks can have significant effects on consumer behavior and attitudes. These effects include changes in consumer behavior, intensification of competition, formation of values ​​and beliefs, impact on decision-making, change in social behavior, impact on brand trust, change in brand attitude, and impact on social networks. However, these effects are dependent on various factors such as technological changes, social and cultural changes, economic changes, legal and political changes, changes in competition and changes in advertising content and format. As a result, to increase the effectiveness of persuasive advertising on social networks, it is recommended to pay special attention to these factors.
Saghafian et al. (2024) studied the presentation of a model of customer engagement with brands on social networks with an emphasis on cultural differences. The results show that the dimensions and components of customer engagement with brands have an impact on social networks with an emphasis on cultural differences. The results also show a strong and very appropriate fit of the model.
Research Methodology
The research method is applicable in terms of its purpose, quantitative in terms of implementation, and descriptive survey in terms of data collection. The statistical population of this research was 15 experts from university professors, managers, and marketing specialists, selected through purposive sampling. The tools used are a demographic information questionnaire and a researcher-made questionnaire. The DEMATEL questionnaire was used to collect data from the DEMATEL section and the network analysis process to prioritize variables.
Research findings
The DANP method (a combination of DEMET and Analytical Network Process (ANP)) was used to prioritize the effective factors. The results showed that 6 main categories, which include market needs, research opportunities, social and economic impacts, technology and innovation, community trends, and social network structure, are in the first to sixth priority, respectively.
Conclusion
The present study was conducted with the aim of network meta-analysis (DANP) of the effectiveness of persuasive advertising on social networks. The results of this study are consistent with the results of Hessani Khabr et al. (2025), Saghafian et al. (2024), Mohammadi et al. (2024), Mashhadizadeh et al. (2024), Torki et al. (2023), Motiei (2023), Ghiasian et al. (2021), Ahadi & Ghasemi (2020), and Gordon et al. (2019). Hessani Khabr et al. (2025) showed that in open coding, the researcher reached 146 concepts, which were classified into 31 categories. Persuasive advertising on social networks can have significant effects on consumer behavior and attitudes. These effects include changes in consumer behavior, intensification of competition, formation of values ​​and beliefs, impact on decision-making, change in social behavior, impact on brand trust, change in brand attitude, and impact on social networks. However, these effects are dependent on various factors such as technological changes, social and cultural changes, economic changes, legal and political changes, changes in competition and changes in advertising content and format. As a result, in order to increase the effectiveness of persuasive advertising on social networks, it is recommended that special attention be paid to these factors.
According to the results of this study, the following suggestions are made:
 One practical way to implement this strategy is for companies to advertise Produce products that focus on specific needs, such as “environmental sustainability” or “high quality.” For example, if a clothing company uses recycled materials, it can create advertisements that emphasize this feature to attract customers who are sensitive to environmental issues.
 Companies can create more effective advertising strategies and increase the effectiveness of their advertising by considering the needs and motivations of customers.

Acknowledgments
The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript.
Conflicts of Interest
The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work.
Data Availability Statement
The data supporting the findings of this study are available from the corresponding author upon reasonable request.
AI Use Statement
The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript.
Funding
The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript.
Ethics Approval
All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract The aim of this study is to model and analyze the structural relationships among constructs influencing the authenticity evaluation of emerging brands using an interpretive structural modeling (ISM) approach. In terms of purpose, this research is applied, and in terms of nature, it is exploratory. The statistical population comprises branding and marketing experts, consisting of 15 participants in the interview stage and 10 experts in the structural modeling phase. Sampling was conducted purposively and via snowballing, continuing until theoretical saturation was achieved.The study was carried out in two distinct steps. In the first step, qualitative data were gathered through semi-structured interviews with academic experts and branding/marketing professionals. In the second step, the structural relationships among the constructs were analyzed based on expert judgments. The qualitative findings led to the identification of 12 key drivers which, alongside the constructs of “brand trust” and “brand authenticity,” formed the final 14-construct conceptual model. Subsequently, interpretive structural modeling (ISM) was utilized to establish the hierarchical levels of the constructs, and MICMAC analysis was employed to determine their driving and dependence power.The results revealed that the constructs are positioned across three main levels: foundational drivers, brand trust as an intermediary construct, and brand authenticity as the final dependent construct. Furthermore, purchase intention can be explained as a behavioral outcome within this structural chain. Overall, the findings indicate that certain constructs act as drivers while others play a dependent role; therefore, the authenticity evaluation of emerging brands should be conducted based on the structural relationship among constructs rather than merely considering a list of isolated factors.

Abstract The present study aimed to identify and explain the factors affecting the implementation of sustainable green human resource management practices from the perspective of employees and managers, using artificial intelligence and a green accounting approach. This applicable and qualitative study was designed with a grounded theory approach using MAXQDA software. Data were collected through semi-structured interviews with 15 human resource managers, information technology experts, faculty members, and employees with experience interacting with artificial intelligence systems. Data analysis was conducted in three stages of open, axial, and selective coding. The findings showed that causal factors such as green leadership and manager support, innovation culture and technology acceptance, and the use of artificial intelligence in management processes play a key role in the success of implementing sustainable practices. Also, contextual factors such as organizational resources, technological infrastructure, specialized training, and the use of green accounting indicators provide the necessary context for effective interaction with artificial intelligence systems and the implementation of green processes. Effective strategies include applicable training, process transparency, employee participation in decision-making, and environmental performance monitoring based on green accounting data. The resulting outcomes also include increased productivity, improved efficiency, improved focus on key tasks, and improved environmental performance of the organization. Finally, this research provides a theoretical-practical framework that organizations can use to effectively and efficiently implement sustainable green human resource management practices by integrating artificial intelligence and green accounting.
Introduction
In recent decades, attention to environmental sustainability and social responsibilities of organizations has increased significantly. Organizations cannot maintain their position in the competitive market by focusing only on economic profitability; rather, they should also pay attention to environmental, social, and economic issues to both increase productivity and reduce negative impacts on the environment (Ghaemi et al., 2023).
One area that plays an important role in achieving organizational sustainability goals is green human resource management. This area includes a set of practices and policies that are designed to improve employee environmental behaviors, reduce the environmental impacts of organizational activities, and create a sustainable culture in the workplace (Singh et al., 2020).
Sustainable green human resource management practices are an emerging area in human resource and management studies that, given organizational complexities, require in-depth analysis and qualitative approaches (Alirezaei et al., 2022). These practices include recruiting and selecting employees with environmental attitudes, training and developing green skills, motivating and evaluating performance based on environmental criteria, and creating a sustainable organizational culture (Soleimani et al., 2022).
With the increasing growth of artificial intelligence technologies, including chatbots, virtual assistants, and predictive analytics, the application of this technology in human resource management has become an undeniable reality (Tschang & Almirall, 2021). Artificial intelligence enables the automation of repetitive tasks, analyzes vast data, and facilitates complex decision-making, but at the same time raises concerns such as fear of job replacement, reduced human control, and cultural resistance (Huang & Rust, 2021).
In the meantime, green accounting has gained particular importance as a complementary approach. Green accounting allows organizations to quantitatively assess and monitor the environmental impacts of human resource activities and processes and make strategic decisions based on real data and financial-environmental metrics. The integration of green human resource management, artificial intelligence, and green accounting provides an unprecedented opportunity to improve organizational performance and achieve sustainability goals (Akbari et al., 2023; Jalalniya et al., 2024).
The perspectives of employees and managers, as the main sources of internal information in the organization, can provide a practical and applicable look at the effectiveness of green practices, the capabilities of artificial intelligence, and the role of green accounting in improving performance. The use of qualitative methods, especially the GRADE approach, in this research allows for the extraction of a theory that is consistent with organizational realities and is based on empirical data and direct perspectives of stakeholders. Therefore, the present study answers this fundamental question: What are the sustainable practices of green human resource management from the perspective of employees and managers using artificial intelligence and a green accounting approach?
Theoretical Framework
Technological Infrastructure, Productivity, and Green Accounting in Green Human Resource Practices
Technological infrastructure includes hardware and software equipment, access to smart systems, and digital tools that enable the effective use of new technologies such as artificial intelligence (Wang et al., 2025). Research shows that the existence of appropriate infrastructure is a prerequisite for the successful implementation of sustainable green human resource management practices and has a direct impact on organizational productivity (Yu et al., 2020).
In organizations with complete and up-to-date technological infrastructure, employees can perform daily tasks and green human resource processes faster and more accurately, errors are reduced, and more time is left to focus on creative and developmental activities (Choung et al., 2022). Without proper infrastructure, even with high employee motivation and readiness, productivity in green practices cannot be fully realized (Xu et al., 2021).
On the other hand, green accounting, by providing quantitative tools and environmental indicators, enables monitoring and evaluation of the performance of green human resources and organizational processes. Efficient technological infrastructure also paves the way for the implementation of green accounting systems and provides accurate and timely data for the organization's strategic decisions (Rostamzadeh Ganji et al., 2025). In this way, technological infrastructure not only increases the productivity of green activities, but also enables the alignment of the organization's productivity and environmental sustainability goals by integrating environmental and financial data in green accounting (dowlatabadi, 2025).
Siddique et al. (2025) conducted a study on “A Bibliometric Study on Sustainable Human Resource Management (1982-2023)”, the research method is library research; a total of 765 publications (between 1982 and 2023) selected from the Scopus database, which were carefully reviewed to obtain insightful results. The study through thematic mapping shows that sustainable human resource management is still an emerging and contemporary concept. Furthermore, the themes of sustainable human resource management are underdeveloped and need conceptual clarity.
Shin et al. (2025) conducted a study on “Artificial Intelligence in Human Resource Management: A Trigger for Organizational Dehumanization and Negative Employee Reactions”; the findings showed that the involvement of AI in HR operations leads to increased organizational dehumanization, thereby provoking negative employee reactions.
Research Method
The present study was applicable in terms of purpose and qualitative in nature with an exploratory approach, and its aim was to identify and explain the factors affecting the implementation of sustainable green human resource management practices using artificial intelligence. The theoretical framework of the research was formed based on the theories of technology acceptance and green human resource management, and to discover the underlying theory, the data-based theory approach with the systematic model of Strauss and Corbin (1998) was used.
Data were collected through semi-structured interviews with 15 human resource managers, information technology experts, faculty members, and employees who had experience interacting with artificial intelligence systems in the workplace. Participants were selected through purposive sampling and by observing the principle of theoretical saturation so that the data were comprehensive and analyzable.
The data were analyzed in three stages of open, axial, and selective coding, leading to the extraction of the main components of the paradigmatic model, including causal factors, background conditions, intervening conditions, strategies, and consequences. The findings showed that causal factors including green leadership, managerial support, innovation culture and technology acceptance, and practical use of artificial intelligence play a pivotal role in implementing green practices.
Research findings
Research findings showed that the use of digital technologies, especially artificial intelligence, leads to a significant transformation in green human resource management practices and improves employee outcomes. Green leadership, innovative organizational culture, and managerial support as causal factors play a key role in the acceptance and effectiveness of these technologies. Also, technological infrastructure, specialized training, and the use of green accounting indicators as contextual factors provide the basis for the successful implementation of sustainable practices. Ultimately, the implementation of these practices leads to increased organizational productivity, improved employee performance, and improved environmental performance of the organization.
Discussion and Conclusion
The present study aimed to explain how digital technologies, especially artificial intelligence, have affected the evolution of human resource management practices and their consequences on employee outcomes, focusing on the green human resource management and green accounting approaches. By adopting a qualitative approach and utilizing data-driven theory, an attempt was made to analyze the phenomenon under study not only from the perspective of predefined variables, but also based on the experience and perceptions of managers and employees in the real context of organizations.
Green leadership and managers’ support for environmental, innovation, and technology goals, as key factors, provide the basis for the acceptance and application of smart technologies. The findings show that when managers actively support green practices and artificial intelligence systems, employees are more motivated to participate and implement these processes, which is in line with the studies of Sidra et al. (2022) and Singh et al. (2020).
The culture of innovation and technology adoption in the organization, as the second causal factor, plays an important role in facilitating the implementation of green practices. Findings show that organizations that emphasize learning, technology adoption, and open interaction with new ideas implement green human resource processes with greater accuracy and speed (Fazalali & Moazzami, 2022). This indicates that organizational culture can have a significant reinforcing effect on employee interaction with AI and the adoption of green practices.
The practical use of AI has clear advantages: improving decision-making, increasing speed and accuracy, and reducing human errors. Its integration with green accounting allows for continuous monitoring of performance and the achievement of productivity and sustainability goals at the same time (Akbari et al., 2023; Jalalniya & Hamedi, 2024). This emphasizes that technology is not only a facilitating tool, but also helps to achieve environmental goals and organizational productivity.
Contextual factors including organizational culture, available resources, and training play a reinforcing role. A supportive organizational culture and adequate resources, including technology infrastructure and skilled human resources, enable the effective use of AI (Yu et al., 2020; Rostamzadeh Ganji & Jayervandi, 2025). Training and empowering employees increases their skills and confidence, enabling better implementation of green practices. This finding is consistent with studies by Chen & Wen (2021) and Choung et al. (2022), which show that training and transparency play a critical role in technology adoption.
Systems complexity and environmental pressure were identified as intervening factors. Technological complexity can slow down the adoption and use of AI, and organizational or competitive environmental pressure also affects the implementation of practices (Wang et al., 2025; Xu et al., 2021).
Ultimately, the outcomes of successfully implementing sustainable green HR practices using AI include increased productivity, reduced errors, improved employee focus on important tasks, and positive environmental impacts. The intelligent use of technology and attention to human factors not only improves organizational performance, but also aligns with the achievement of sustainable development goals (Sadeghi, 2024; Shin et al., 2025). Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract The aim of the present study was to design an influencer marketing model based on the behavior of mountaineering product consumers with a data-based approach. The research method was qualitative and based on grounded theory. The statistical population included experts in the field of influencer marketing evaluation, faculty members, marketers, and manufacturers of mountaineering products. Sampling was purposefully conducted using the data saturation technique, and 12 people were selected for in-depth semi-structured interviews. Data analysis was conducted using the grounded theory method. The findings showed that 46 initial codes were extracted in the form of 15 main categories, which are: perceived credibility and expertise, value alignment, content quality and honesty, characteristics of the mountaineering community, nature of mountaineering products, advertising saturation in social networks, previous consumer experience, level of personal knowledge and expertise, perceived risk, mutual verification, direct communication and observation, use of established influencers, increase or decrease in trust in the influencer, change in attitude towards the brand, and decision to buy or not to buy. The results showed that the impact of influencers on consumer behavior is very deep and fundamental, depending on the characteristics of the target population such as children, adolescents, women and men. The findings can help brands and marketers to create more effective interaction with audiences and improve influencer-based marketing strategies by identifying effective criteria.
Introduction
Today, social media is known as the turbulent helm of the Internet; media that are based on web technology and play a fundamental role in the world's media equations by virtual sociality (Karimi et al., 2025). Based on Matthews' theory (2012), in the article Guide to Identifying Influencer Goals, it has been determined that consumers trust third-party recommendations (influential person) on a blog or Instagram or all social networks more than their paying attention to a brand (Duh et al., 2021). Social media influencers can be connected as friends or consumers in order to achieve the marketing goals of a brand and, due to their reputation, they can bring together not only fans of their specific field of activity but also a wide network of followers in their virtual space and, by taking advantage of their influence, direct people to the website or product of the related brand and increase the volume of social media exposure and introduce and promote the company's product through their recommendation or story according to their experience with the product or the manufacturer (Masoumi et al., 2023).
On the other hand, sport has entered the field of economic science and art by introducing its new social values. The obvious and hidden attractions resulting from this development have aroused feelings and created certain tendencies among all societies towards sporting events (Zeithaml & Bitner, 2023). In order to effectively achieve global trade, sports and non-sports marketing organizations (including mountaineering disciplines) have greatly benefited from marketing opportunities such as sponsors of sports competitions, broadcasting rights and product endorsements by athletes and "social media influencers" in the field of marketing mix and consumer behavior (Alidoost Zoghi et al., 2021). When a product is noticed and supported by a famous sports star, effective conditions will be provided for persuading fans and others to buy that product through psychological connection with fans. In other words, a product based on the advertising or emphasis of a social media sports influencer will have two characteristics: uniqueness and value among his fans and followers in the online space. Accordingly, marketers and stores of sports products such as mountaineering products are seeking to improve marketing programs in order to increase sales of their products, control consumer behavior and have greater coordination between the consumer and the products produced by their brand, which is being formed and developed by influencers on social media (Khosravi et al., 2023). A review of research conducted in this field indicates that despite the increasing use of the effective capacities and capabilities of "social media influencer marketing on consumer behavior", there are no precise criteria for measuring this type of marketing, and due to the new emergence of this phenomenon in the field of sports products, especially mountaineering products, deep and extensive research has not been conducted (Anggraheni & Haryanto, 2023). Accordingly, the researcher aims to design and explain the influencer marketing evaluation model based on the consumer behavior of mountaineering product users, taking into account the aforementioned issues and based on issues such as the fundamental challenge of marketers and researchers in identifying influencer marketing criteria and indicators and the lack of specialized knowledge in this field, and the measurement and evaluation model for social media influencer marketing in the field of mountaineering and sports products using the data-based method to show what the influencer marketing evaluation model is based on the consumer behavior of mountaineering product users; and how the causal conditions, background conditions, intervening conditions, strategies, and consequences of the influencer marketing evaluation model based on the consumer behavior of mountaineering product users will be explained.
Theoretical Basis
Influencer Marketing
Influencer marketing is a marketing strategy in which businesses collaborate with influential people on social networks or other platforms to introduce and sell their products, services, or brands to the influencer's audience (emad et al., 2024). Influencer marketing is not limited to a specific medium or platform, but many people recognize and apply the concept more in the social media space (pick et al., 2021).
Consumer Behavior
Consumer behavior refers to the actions of individuals or groups in acquiring, consuming, and disposing of economic goods and services, including the decision-making processes before and after these actions. Consumer behavior is the study of consumers and the processes they use to select, use (consume), and dispose of products and services, including consumers' emotional, mental, and behavioral responses. Consumer behavior includes ideas from several sciences, including psychology, biology, chemistry, and economics. Consumer behavior is the study of how individuals, groups, and organizations purchase, use, and consume ideas, goods, and services to satisfy needs and wants (Divandari et al., 2023).
Kamali et al. (2025) investigated “Factors Affecting Intention to Purchase FMCG from Online Retailers (Case Study: Kale Dairy Products)”. This research was conducted using a descriptive-survey method and structural equation modeling. The results showed that situational variables such as system quality and product familiarity have a significant effect on perceived usefulness, but they had no effect on perceived hedonicity. It was also found that perceived usefulness and hedonicity mutually affect each other and both have a positive effect on consumers’ purchase intention.
Abrood et al. (2024) investigated the “Effect of Social Media Marketing on Consumer Behavior with Respect to the Mediating Role of Brand Value”. The descriptive-correlational research method and data analysis were conducted using path analysis. The results showed that social media marketing has an effect on consumer behavior. However, entertainment did not have a significant effect on brand awareness and image, and favorable information only had a positive effect on brand image. Also, word-of-mouth marketing had a significant effect on brand awareness and image. Finally, both brand awareness and image had a positive and significant effect on brand preference and brand loyalty.
Research Method
The present study was qualitative and based on Grounded Theory. The statistical population included experts in the field of influencer marketing, faculty members, marketers, and manufacturers of mountaineering products. Twelve people were selected by purposive sampling and using the data saturation technique. Data were collected through semi-structured in-depth interviews and continued until information saturation was reached.
Data analysis was conducted using the Strauss & Corbin (1998) method and three stages of open, axial, and selective coding. In open coding, interview phrases were transformed into abstract concepts; in axial coding, concepts similar to composition and components were formed; and in selective coding, final categories including causal, contextual, intervening factors, strategies, consequences, and central phenomenon were extracted.
To increase the validity of the research, criteria of validity, reliability, verifiability, and transferability were used. The opinions of professors and colleagues were considered in reviewing the codes and analyses, and all stages of the research were documented to provide verification and replication.
Findings
The research shows that influencer marketing plays an important role in shaping consumer behavior of mountaineering products. The effect of this marketing depends on the influencer's credibility and expertise, value alignment, content quality, customer experience and knowledge, and risk perception. Effective engagement and the provision of authentic content increase trust, change brand attitudes, and purchase decisions. Strategies such as direct observation, verification, and leveraging established influencers enhance marketing effectiveness. This research provides a practical and theoretical framework for designing and evaluating influencer-based marketing.
Discussion and Conclusion
The present study aimed to design an influencer marketing model based on the behavior of consumers of mountaineering products and was conducted with a grounded theory approach. The findings showed that in the field of specialized and high-risk products such as mountaineering equipment, the success of influencer marketing does not depend solely on their reputation or number of followers, but rather on the authenticity, honesty, and effectiveness of the content produced by the influencer. Experienced consumers make their purchase decisions based on their perception of the expertise and real credibility of influencers, and their trust in the experience and technical knowledge of these people plays a central role in the effectiveness of marketing messages.
Data analysis showed that the three main factors of "perceived credibility and expertise", "value alignment", and "content quality and honesty" have the greatest impact on consumer behavior. Consumers respond positively to marketing messages when the influencer has practical experience in mountaineering, provides expert and honest content, and their ethical values ​​and lifestyle are consistent with their own. These findings are consistent with research by Anggraheni & Haryanto (2023), Yazdani Kachuei et al. (2022), and Masoumi et al. (2023), and confirm the importance of expert trust and value congruence in forming consumer loyalty and emotional attachment.
Contextual factors, including characteristics of the mountaineering community, the nature of products, and advertising saturation on social networks, as well as intervening conditions such as personal experience and knowledge, and perceived risk, play an important role in evaluating advertising messages. Consumers make their purchase decisions using strategies such as verification, comparison of different sources, and actual observation.
Finally, the final research model showed that the perception of authenticity and effectiveness of influencers’ messages is affected by causal, contextual, and intervening factors, and by adopting specific strategies, it leads to outcomes such as increased or decreased trust, changed brand attitude, and purchase decision. These results are consistent with the findings of Emad et al. (2024) and Divandari et al. (2023) and show a new dimension of trust in influencers’ experience and expertise in specialized sports markets. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract The aim of this study is to present a guerrilla marketing model in sports retail. This study was conducted qualitatively, using a data-driven approach with the Glaser approach. The statistical population of the study included 15 elites in the field of sports management and marketing and sports product sales managers. The data collection tool was a semi-structured interview. The data-driven method was used to collect and analyze data. Data analysis was carried out in three stages of open, axial and selective coding. MAXQDA 24 software was used to analyze the data. The findings showed that the proposed model with six main dimensions; which include customer market analysis, goal setting, marketing mix, customer experience management, result achievement and guerrilla environment, is designed based on innovative strategies and unconventional marketing tools. In this regard, each of these dimensions plays an important role in the successful implementation of guerrilla marketing in sports stores and can lead to tangible and significant results in attracting and retaining customers. Overall, designing a guerrilla marketing model for Iranian sports retailers can help businesses achieve positive results in attracting customers and increasing sales through innovative, creative, and low-cost approaches. This model, relying on accurate market analysis, specific targeting, effective use of the marketing mix, customer experience management, and results evaluation, allows sports stores to operate effectively in the current competitive market and ultimately achieve profitability and sustainable growth.
Introduction
Today, the significant entry of small and large companies into various industries has created a highly competitive environment in the business world; an environment in which companies compete with each other to gain a larger share of the market and use various advertising and marketing tools in this competition. Excessive use of traditional marketing techniques has caused many people in society to ignore them and even rebel against the onslaught of such advertising. Therefore, companies, especially smaller ones, are looking for marketing techniques more innovative and attractive than traditional marketing, and of course more effective. Guerrilla marketing is a modern marketing method that uses unusual and unconventional methods to attract as many customers as possible. The term guerrilla marketing was first used in 1982 by J. Conrad Levinson, a marketing expert. This term can be defined as “the use of unusual tactics in marketing in order to gain visibility, attract attention, and achieve results with minimal resources” (Levinson, 1982).
Since the advantage of guerrilla marketing is that it is easy to implement, has a quick learning ability, and has high mental persistence (Navarratilva & Milichovsky, 2015), and the best way to gain profitability is agility and the ability to change the program; guerrilla marketing is of particular importance based on the market conditions, and this is what distinguishes small and newly established agencies from others. As organizations grow, they seek and apply logical and new approaches to survive and grow in this turbulent path of competition, which has increased to some extent in the context of globalization. Two approaches, creativity and innovation, are concepts that can help organizations increase their organizational capabilities in this environment (Chen et al., 2013).
Also, with the increase in competition in the sports products and equipment market and the efforts of sports companies and brands at the macro level, sports stores at the retail level have increasingly appeared in ways to attract and retain customers. Sports stores try to inform their products by introducing their products on their websites and survey capabilities, and to increase the intention to buy through electronic word-of-mouth advertising. According to researchers, companies can increase their market share by using word-of-mouth marketing, which is one of the most efficient and effective marketing methods (Sabbaghizadeh, 2025).
Theoretical Framework
Guerrilla Marketing
Guerrilla marketing is a type of advertising strategy that relies on unconventional, low-cost tactics to achieve maximum returns. The term was first coined by J. Conrad Levinson in his 1980 book "Guerrilla Marketing." The term guerrilla marketing is inspired by guerrilla operations and refers to a type of unconventional warfare that involves small-scale strategic tactics for use by armed civilians (Pirayesh et al., 2019).
Rostami Ganjineh Kebat (2024) investigated the role of influencer marketing in the relationship between guerrilla marketing and purchase intention for home appliance products. This study examined the effect of guerrilla marketing on consumers' purchase intention by considering the mediating role of influencer marketing. The results showed that guerrilla marketing has a positive and significant effect on purchase intention and influencer marketing can strengthen this effect. It was also found that trust in influencers and their digital interaction play a key role in the effectiveness of guerrilla marketing campaigns.
Qaleh Kani & Dasht Lali (2024) investigated the role of guerrilla marketing in advertising using the meta-synthesis method. This study has presented a comprehensive model of the effects of guerrilla marketing in advertising using the meta-synthesis method. According to the results of the study, in addition to increasing brand awareness, guerrilla marketing also has a significant effect on customer loyalty, brand image, and business performance. The conceptual model presented shows that innovative methods of guerrilla advertising can increase interaction with customers and leave a lasting emotional impact on them.
Research Methodology
This research was conducted qualitatively and utilized a data-driven approach with the Glaser approach. The statistical population of the research included 15 elites in the field of sports management and marketing and sports product sales managers. The data collection tool was a semi-structured interview. The data-driven method was used to collect and analyze data.
Research Findings
Data analysis was carried out in three stages of open, axial and selective coding. MAXQDA24 software was used for data analysis. The findings showed that the proposed model with six main dimensions, which include customer market analysis, goal setting, marketing mix, customer experience management, result achievement and guerrilla environment, is designed based on innovative strategies and unconventional marketing tools. In this regard, each of these dimensions plays an important role in the successful implementation of guerrilla marketing in sports stores and can lead to tangible and significant results in customer attraction and loyalty. In summary, designing a guerrilla marketing model for Iranian sports retailers can help businesses achieve positive results in attracting customers and increasing sales through innovative, creative, and low-cost approaches. This model, relying on accurate market analysis, specific targeting, effective use of the marketing mix, customer experience management, and results evaluation, allows sports stores to operate effectively in the current competitive market and ultimately achieve profitability and sustainable growth.
Conclusion
The present study was conducted with the aim of presenting a guerrilla marketing model in sports retailers. The results of this study are consistent with the results of Rostami Ganjineh Kebat (2024), Qaleh Kani & Dasht Lali (2024), Mohammadi et al. (2024), Sharma et al. (2024), Badreldin et al. (2024), Sulaiman et al. (2024), Seifollahi & Naghavi (2023), Arzam et al. (2023), Raval & Reddy (2023), and Arfaei et al. (2022). Badreldin et al. (2024) showed that combining digital and traditional strategies in guerrilla marketing has positive effects on brand recognition and increasing customer loyalty. Researchers suggest that companies should use a combination of unexpected, creative, and interactive advertising to attract customers and build long-term relationships with them.
Designing a guerrilla marketing model for Iranian sports retailers can help businesses achieve positive results in attracting customers and increasing sales through innovative, creative, and low-cost approaches. This model, based on accurate market analysis, clear targeting, effective use of the marketing mix, customer experience management, and results evaluation, allows sports stores to operate effectively in the current competitive market and ultimately achieve profitability and sustainable growth. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract The purpose of this study was to develop a qualitative model of innovation in modern banking services based on customer knowledge management. The research was applicable‑developmental in purpose, and qualitative in method, employing thematic analysis due to its exploratory nature. To gather and select relevant scientific literature, the Scopus, Web of Science, and Google Scholar databases were used. In the first stage, an extensive search was conducted across these databases, yielding 198 articles. After carefully reviewing the titles, abstracts, and keywords; 32 eligible articles were selected for coding and qualitative analysis. Data analysis was carried out by MAXQDA software through coding processes and theme extraction. The findings of the thematic analysis revealed that the qualitative model of innovation in modern banking services based on customer knowledge management is structured around five key elements: intelligent technological infrastructures and capabilities, customer knowledge management processes, innovation in the design and delivery of banking services, value co‑creation and knowledge‑driven customer interactions, and environmental dynamics and institutional requirements for banking innovation. Together, these elements form a coherent framework for developing innovative banking services and can serve as a practical foundation for banking managers and decision‑makers seeking to enhance customer experience, strengthen competitive advantage, and achieve sustainable innovation.
Introduction
In recent years, technological advancements and increasing competition in the banking industry have driven financial institutions toward leveraging both explicit and tacit customer knowledge to create added value and deliver differentiated services (Ahinful et al., 2024). Customer knowledge management; with its focus on collecting, analyzing, and utilizing customer data and experiences, provides the foundation for developing innovative services that can effectively meet the growing demands of the market (Tseng et al., 2021). The rise in customer expectations and the growing complexity of their needs have compelled banks to move beyond traditional service delivery (Aspiranti et al., 2023). Under such conditions, customer‑knowledge‑based innovation can serve as an effective tool for predicting behavioral patterns, uncovering hidden needs, and identifying individual customer preferences. This approach not only enhances banks’ competitive capabilities but also enables the development of highly customized, value‑added services (Diener & Spacek, 2021). Applying customer knowledge management is especially crucial for banks seeking to strengthen long‑term relationships with their clients (Ahmadi & Safari, 2022). It contributes to increased loyalty, satisfaction, and a deeper understanding of customer needs. Being able to design new services based on customer data analysis, the banks can achieve sustainable competitive advantage in the digital banking landscape (Al‑Dmour et al., 2020).
When banking services are designed based on accurate customer insights, the user experience becomes smoother, faster, and more efficient. This enhances customer satisfaction and ultimately strengthens public trust in the banking system. With the growing complexity of the competitive environment, service innovation in banking has reached a level at which success is unlikely without a deep understanding of customer needs, preferences, and expectations (Yasmeen et al., 2019). Digital banking services, mobile banking, artificial intelligence, and big‑data analytics are among the areas whose development has been significantly shaped by knowledge gained through customer interactions (Stefanelli & Manta, 2022). In the Iranian banking system, competitive pressures, technological changes, and rising customer expectations have motivated banks to move toward designing innovative services (Hasanvand et al., 2022). However, challenges persist regarding the accurate identification of customer needs, analysis of customer knowledge, and translation of this knowledge into effective innovation (Grassi et al., 2022). Therefore, based on the above discussions, the main research question is as follows: What is the qualitative model of customer‑knowledge‑based innovation in modern banking services?
Theoretical Framework
Concept and Nature of Service Innovation
As one of the key components in enhancing organizational competitive advantage, service innovation refers to the processes of creating, developing, or improving services that can provide greater value to customers. Unlike product innovation—which primarily focuses on tangible features—service innovation emphasizes the intangible aspects of services and the quality of interactions between the organization and its customers (Yang et al., 2024). Service innovation involves developing solutions that enhance the customer experience, address customer needs more accurately, and increase the efficiency of service delivery processes (Nguyen & Harrison, 2018).
Customer Knowledge Management
As one of the most important strategic approaches in modern organizations, customer knowledge management focuses on collecting, organizing, analyzing, and utilizing customer‑related knowledge to create added value and enhance the organization’s competitive capability. This concept goes beyond mere data collection and involves a deep understanding of customers’ needs, preferences, behaviors, and experiences (Bratianu et al., 2022).
Jafari Dehkordi et al. (2026) examined the identification of customer‑knowledge‑management factors with a digital‑marketing approach in the banking system and proposed a model using thematic analysis. The findings indicated that customer knowledge management with a digital‑marketing perspective in banking must include elements such as customer knowledge, knowledge‑management capabilities, the implementation of digital banking marketing, and digital innovation training and development. Ultimately, these results were categorized into 12 basic themes, 4 organizing themes, and one overarching theme. It can be concluded that customer knowledge management in the banking system is a vital process that, through digital marketing methods, offers effective communication and superior value to customers. This approach not only improves the customer experience but also enhances bank–customer relationships and improves business performance. Through this approach, banks can achieve sustainable and competitive growth in the digital era.
Moeini et al. (2025) investigated the impact of modern banking services on customer attraction and the improvement of banking system efficiency in Maskan Bank branches in Abhar. The results showed that modern banking services increased customer satisfaction in these branches, but did not lead to improved operational efficiency (reduced staff time and costs).
Research Methodology
Based on its purpose, this study is applicable–developmental; in terms of execution method, it is qualitative using thematic analysis approach; and is exploratory in nature. To collect and select relevant scientific literature, the databases Scopus, Web of Science, and Google Scholar were utilized. In the first stage, an extensive search was conducted across these databases, resulting in the identification of 198 articles. After careful examination of the titles, abstracts, and keywords; 32 articles were deemed eligible for coding and qualitative analysis.
Research Findings
The data analysis process was conducted using MAXQDA software through stages of coding and theme extraction. The results of the thematic analysis revealed that the qualitative model of customer‑knowledge‑based innovation in modern banking services is built upon five key elements. These elements include intelligent technological infrastructures and capabilities, customer knowledge management processes, innovation in the design and delivery of banking services, value co‑creation and knowledge‑driven customer interactions, and environmental dynamics and institutional requirements for banking innovation. Together, these elements interact to form a cohesive framework for developing innovative banking services and can serve as a practical foundation for banking managers and decision‑makers to enhance customer experience, strengthen competitive advantage, and achieve sustainable innovation.
Conclusion
The present study was conducted with the aim of proposing a qualitative model of customer‑knowledge‑based innovation in modern banking services. These results are consistent with the findings of Wang and Xu (2018), Salunke et al. (2019), Manohar et al. (2019), Zahrawi et al. (2025), Abrar et al. (2022), Bhat and Gupta (2024), and Al‑Dmour et al. (2022).
The findings indicated that achieving sustainable innovation in banking services requires alignment among advanced technologies, effective knowledge‑management processes, customer‑centric service design, bidirectional interaction with customers, and consideration of environmental and institutional conditions. These factors not only create a foundation for generating added value but also enhance organizations’ ability to respond to rapid market changes and rising customer expectations. The results show that the combination of these five key elements can shape a coherent strategic framework for banks—one that simultaneously strengthens service personalization, improves customer experience, and increases organizational flexibility.
Based on the findings of this study, it is recommended that banks implement the following practical actions to reinforce customer‑knowledge‑based innovation in modern banking services:
First, by investing in integrated customer information systems, digital infrastructures, and intelligent platforms, banks should enable real‑time collection and analysis of customers’ transactional and behavioral data. By leveraging big data and artificial intelligence, they can generate applicable insights for designing personalized services. Simultaneously, customer knowledge‑management processes should be operationally strengthened; for example, customer data and knowledge should be systematically stored, categorized, and shared, enabling different organizational teams to use this knowledge in strategic and operational decision‑making.

Acknowledgments
The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript.
Conflicts of Interest
The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work.
Data Availability Statement
The data supporting the findings of this study are available from the corresponding author upon reasonable request.
AI Use Statement
The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript.
Funding
The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript.
Ethics Approval
All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract The present study was conducted with the aim of modeling the structural equations of employee empowerment policy at Payam Noor University. This study was a descriptive survey, and quantitative data were collected using a researcher-made questionnaire. The statistical population of this study includes all employees (both faculty and non-faculty members) of Payam Noor University. The sampling method was a stratified random sample of 358 people. Then, after collecting statistical data, it was analyzed using the PLS method. The validity of the tool was confirmed by professors and experts in the field of human resources and its reliability was assessed with a Cronbach's alpha coefficient above 0.7. The results showed that the structural model of the research includes causal factors (leader competencies, human resource competencies, organizational competencies, and motivation of academic agents), contextual factors (university structure, university atmosphere, university technology), intervening factors (cultural conditions, economic conditions, social conditions, and political conditions), strategies (clarifying the vision, goals, and mission, empowering, optimizing, and facilitating processes, establishing a quality assurance system, establishing a meritocracy system, establishing an accountability system, creating motivation, and developing communications and interactions) and outcomes (individual outcomes, academic outcomes). The results also showed that the model has a favorable degree of fit and strong fit.
Introduction
Human resources, as the most valuable organizational resource, are the center of organizational approaches and activities and play a fundamental role in achieving the goals and ideals of the organization (Babaei Meybodi & Alirezaei, 2020). In recent decades, employee empowerment has been raised as one of the fundamental axes in human resource management and organizational policy-making (Zarin Negar et al., 2025). Organizations operate in a dynamic, competitive environment affected by technological and social developments, and their survival requires having capable, participatory, and creative employees. In the meantime, employee empowerment is recognized not only as a management tool, but also as a strategic policy-making approach that can play a decisive role in improving individual and organizational performance (Hasanein & Elrayah, 2025). Recent research shows that organizations in today's complex and competitive environments will not be able to achieve their strategic goals without relying on capable and participatory human resources (Sulistio & Darmastuti, 2024).
Researchers have developed specific methods for implementing human resource management practices from the old way of working, such as low levels of employee involvement, to more participatory and supportive processes in which employees gain opportunities to develop skills, knowledge, and attitudes (Alirezaei et al., 2022). Employee empowerment is a multidimensional concept that refers to the creation of individual and organizational capacities through increased authority, access to information, development of competencies, and strengthening of employees' intrinsic motivation (Tizfahm Fard et al., 2025). Contemporary research shows that empowerment, by enhancing the sense of meaning, self-efficacy, and impact in employees, paves the way for increased organizational commitment, job satisfaction, and innovative behaviors. From this perspective, empowerment is not simply a limited executive action, but requires the design and implementation of coherent and targeted policies at the organizational level (Asare Duffour & Asante, 2025).
Employee empowerment policymaking refers to the process of developing, implementing, and evaluating policies and programs that aim to provide the structural and psychological foundations necessary for employees to actively participate in organizational decision-making and activities (Younas, 2023). Recent studies emphasize that without clear policies, management support, and alignment with organizational culture, empowerment efforts cannot lead to sustainable results (Nguyen et al., 2023). Therefore, designing a comprehensive policymaking model can help to integrate empowerment efforts and increase their effectiveness. In the management and policymaking literature, policies are known as tools through which organizational values, priorities, and goals are transformed into operational plans and actions. Recent research emphasizes that effective policymaking plays a decisive role in the coordination between organizational resources, structures, and behaviors and can pave the way for improved organizational performance and sustainability (Molaei et al., 2025).
In modern approaches, policymaking is no longer viewed as a linear, top-down process, but rather as a dynamic, interactive, and multilevel process in which different stakeholders play a role. This perspective emphasizes the participation of organizational actors, the use of scientific evidence, and attention to cultural and structural contexts. Recent studies show that policies that are developed with employee participation and based on data and evidence have greater legitimacy and effectiveness and are more likely to be successfully implemented (Schaefers et al., 2024).
From a theoretical perspective, employee empowerment models are generally based on two main dimensions: structural empowerment and psychological empowerment (Rostamzade ganji et al., 2025). Structural empowerment focuses on formal mechanisms such as delegation of authority, access to resources, training, and reward systems, while psychological empowerment addresses employees' perceptions and feelings of competence, autonomy, and influence at work (Pourhassan harzandi et al., 2025). Recent research has shown that the interaction of these two dimensions in the form of organizational policies can play an important role in improving organizational performance, innovation, and learning (Alibrahim, 2024).
Despite the expansion of empirical studies in the field of empowerment, a research gap is still felt in the field of designing and explaining employee empowerment policy models; especially models that can systematically explain the link between policymaking, leadership, organizational culture, and employee behavioral outcomes. Therefore, the researcher seeks to answer the research question: what is the employee empowerment policy model of Payam Noor University?
Research Method
This study was a descriptive survey type, and quantitative data was collected using a researcher-made questionnaire. The statistical population of this study includes all employees (both faculty and non-faculty members) of Payam Noor University. The sampling method was a stratified random sample of 358 people. Then, after collecting statistical data, it was analyzed using the PLS method. The validity of the tool was confirmed by professors and experts in the field of human resources, and its reliability was assessed with a Cronbach's alpha coefficient above 0.7.
Research findings
The research findings showed that the structural model of the research includes causal factors (leader competencies, human resource competencies, organizational competencies, and motivation of academic agents), contextual factors (university structure, university atmosphere, university technology), intervening factors (cultural conditions, economic conditions, social conditions, and political conditions), strategies (clarifying the vision, goals, and mission, empowering, optimizing, and facilitating processes, creating a quality assurance system, creating a meritocracy system, establishing an accountability system, creating motivation, and developing communications and interactions) and outcomes (individual outcomes, academic outcomes). The results also showed that the model has a favorable degree of fit and strong fit.
Conclusion and Discussion
The present study was conducted with the aim of modeling the structural equations of Payam Noor University's employee empowerment policymaking. The results showed that the causal conditions included leader competencies, human resource competencies, organizational competencies, and acceptance of agents. The results also showed that leaders with appropriate leadership skills, knowledge, and behavior can promote trust, motivation, and active participation of employees. Employees who have skills, positive attitudes, and a tendency toward self-actualization are better able to take advantage of the opportunities provided. These findings are consistent with the study of Khalili Esnaki (2021), which confirmed the role of capable leaders and employee competence as prerequisites for the success of empowerment programs. The contextual factors included the university structure and climate, technology, and organizational interactions. The flexible structure, supportive climate, smart technology, and internal and industry interactions were able to provide the necessary context for enhancing employee empowerment and achieving positive academic outcomes. These findings are consistent with the research of Khalili Esnaki (2021), which emphasized that a vibrant organizational climate and integrated information technology are key factors for the success of university empowerment and innovation programs. The intervening conditions included political, social, cultural, and economic factors. Political developments, cultural inequalities and conflicts, and economic constraints can limit the impact of empowerment policies, but effective management of these conditions can maintain the effectiveness of policies. This result is consistent with the study of Park et al. (2020), who introduced environmental and economic constraints as moderating factors of employee empowerment. Organizational strategies included teaching and learning, explaining transformation strategies, establishing a quality assurance system, meritocracy, accountability, and creating motivation. The implementation of these strategies increased self-efficacy, acceptance of results, job satisfaction, and employee trust, and improved academic outcomes including agility, entrepreneurship, and globalization of the university. The findings are consistent with the research of Sokol et al. (2015), who showed the importance of comprehensive and participatory strategies in employee empowerment. The consequences were observed at both individual and academic levels. Individual outcomes included increased self-efficacy, self-efficacy, personal acceptance of results, job satisfaction, and employee trust, and academic outcomes included entrepreneurship, agility, and university globalization. These findings are consistent with the results of Nguyen et al. (2024) who showed that employee empowerment simultaneously improved individual and organizational capacity. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract The aim of this research is to formulate a human resources development scenario for the traffic police with a foresight approach. This research was applicable-developmental in terms of purpose, and qualitative in terms of research method. The statistical population of the research includes 14 traffic police managers. Individuals were selected by a purposeful method based on at least 10 years of management experience and complete familiarity with this field. The MICMAC and Wizard Scenario methods were utilized to analyze the findings. The results showed that 11 drivers of new traffic police technologies, behavioral and social changes in drivers, traffic police economic policies, revision of traffic police laws, global convergence in traffic management, demographic and aging challenges, development of traffic culture, public demands on traffic police, management of traffic police emergencies, road traffic safety, and sustainable development of traffic management are effective in developing a human resources development scenario for the traffic police. Also, based on the results of Scenario Wizard, a total of eighty-five scenarios are presented to the traffic police. However, two scenarios of progress and development and awareness raising have been introduced as the most important and likely paths to achieving the goals, which have higher priority than others.
Introduction
Globalization and the rapid growth of information and communication technology have brought a fundamental change to the human resource management process, and the role and function of human resources have been marginalized by the strong presence of information and communication technology, and it is even feared that some day human resource management will be realized without the role of humans in all organizational areas and dimensions (Naji & Alirezaei, 2025). Human resources, as the most valuable organizational resource, are the main axis of the organization's approaches and activities and play a fundamental role in achieving the organization's goals and ideals (Babaei Meybodi & Alirezaei, 2020). Like many organizations, the police organization depends on efficient and capable human resources. The nature of police work and being in stressful situations requires efficient human resources (Parsay et al. 2020). Training and development are critical to the success of an organizational HRM strategy, yet there is abundant evidence that shows some organizations fail to achieve desired business outcomes through training interventions (Dixit & Sinha, 2020).
In general, several studies have argued that training and development are critical to the success of an organizational HRM strategy, yet there is abundant evidence that shows some organizations fail to achieve desired business outcomes through training interventions. According to estimates from the American Association for Training and Development, organizations in the United States spend more than $126 billion on employee training and development each year. This amount has increased to $135 billion by 2010 (Dixit & Sinha, 2020).
Employing a foresight approach and developing plausible scenarios can help identify trends, key uncertainties, and future skill needs and provide a basis for designing human resource development strategies in traffic police. Despite the importance of this issue, limited studies in the research literature have specifically addressed the scenario development of human resources in the traffic police with a foresight approach; therefore, this study seeks to identify possible scenarios for the development of human resources in the traffic police by utilizing foresight methods and provide a framework for strategic planning in this area. Considering what has been said, this study seeks to answer the question: how is the formulation of a scenario for the development of human resources in the traffic police with a foresight approach?
Theoretical framework
Human resource development
Human resource development is a set of programs, activities, components and systems designed and implemented to improve performance. Traditionally, improving the performance of the organization is facilitated through three broad areas including training and development, evaluation, program and development in the organization. It can be decisively stated that these fields are not just concepts of human resource development and only part of the human resource development literature (Abili et al. 2020).
Abdulkazem Helu Al Rakabi et al. (2025) conducted a research with the aim of providing a model for improving human resource management with an emphasis on technology-oriented education in the era of digital transformation. The research results showed that there is a 17-factor model with 88 indicators for improving human resource management in the age of digital transformation. This model includes seven causal factors, six background factors, two intervening factors and two strategies. The findings showed that there are significant relationships between all the factors of the model and its two strategies. Also, the presented model has a strong overall fit. This research can be useful for managers and policymakers by taking advantage of technology-based training to improve human resource management in their organizations in the era of digital transformation.
Rajabi Farjad et al. (2025) conducted a research with the aim of identifying and prioritizing the challenges of human resource management in the digital age. The research is applicable in terms of purpose, and descriptive in terms of method. The research method in the study is Delphi in the qualitative part and descriptive research in the quantitative part. Statistical population of the research consists of specialists in human resources management and information technology, Tehran's Asan-Pardakht company. The sample size in both sections (Delphi and TOPSIS Fuzzy), consists of 10 experts. The main tool for collecting information was a questionnaire based on theoretical foundations and conducting three rounds of the Delphi method, the validity of which was based on the technique of long-term engagement with long-term contact with the participants. Then, weighting was carried out by TOPSIS algorithm according to the opinions of experts. The findings of the research showed that the sub-indices of the need for a revolutionary change in society and organization, digital investment, promotion of value creation, information sharing and facilitating organizational changes were ranked first in the research. In addition, the sub-indices of understanding the need to change behavior, communication and interaction with the customer, human resources as a business partner, promoting innovation, the ability to work with tools in the digital field and designing organizational change processes are the factors that have the least impact on the challenges of human resource management in the digital era.
Research methodology
This research was applicable-developmental in terms of purpose, and qualitative in terms of research method. The statistical population of the research includes 14 traffic police managers. Individuals were selected by a purposeful method based on at least 10 years of management experience and complete familiarity with this field.
Research findings
MICMAC and Wizard Scenario methods were applied for the analysis. The results showed that 11 drivers of new traffic police technologies, behavioral and social changes of drivers, economic policies of traffic police, revision of traffic police laws, global convergence in traffic management, population and aging challenges, development of traffic culture, public demands from traffic police, management of emergency situations of traffic police, road traffic safety, sustainable evolution of traffic management are effective in formulating the development scenario of traffic police human resources. Also, based on the results of scenario wizard, a total of eighty-five scenarios are facing the traffic police. However, the two scenarios of progress and development and raising awareness have been introduced as the most important and most likely paths for achieving the goals, which have a higher priority than others.
Conclusion
The present study was conducted with the aim of formulating the human resources development scenario of the traffic police with a foresight approach.. The results of this research are somewhat in agreement with the findings of Abdulkazem Helu Al Rakabi et al. (2025), Rajabi Farjad et al. (2025), Lotfollahi Haqi et al. (2025), Reza Alizadeh et al. (2025), Mehraban et al. (2025), Shariati et al. (2025), Gheiravani et al. (2023), Banmairuroy et al. (2022), Nnadi et al. (2021), Vahabi et al. (2019), Taheri Damaneh et al. (2014), Vahabi et al. (2019), and Staller et al. (2023). Mehraban et al. (2025) showed that in order to maximize the effectiveness and efficiency of the organization's people, while familiarizing them with the environment and justifying them based on their needs, managers and officials should develop appropriate training courses for human resources in education and training.
In the end, based on the findings of the research, it is suggested that artificial intelligence be used to analyze historical data (accidents, weather, traffic) in order to identify accident-prone points and deploy agents proactively. Also, drones equipped with thermal cameras should be used to cover blind areas and monitor violations on inaccessible roads.

Acknowledgments
The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript.
Conflicts of Interest
The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work.
Data Availability Statement
The data supporting the findings of this study are available from the corresponding author upon reasonable request.
AI Use Statement
The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript.
Funding
The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript.
Ethics Approval
All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract The aim of this study is to determine the relationships and hierarchical levels of optimal risk control factors in the medical laboratory supply chain using an Interpretive Structural Modeling (ISM) approach. In terms of implementation, this research adopts a mixed-methods design (qualitative–quantitative); and in terms of purpose, it is an exploratory study conducted through a descriptive–survey method. The statistical population of the study consisted of 15 senior managers and experts working in medical laboratories across the supply chain, selected by the snowball sampling method. Data were collected through semi-structured interviews. For data analysis, the Fuzzy Delphi method, Interpretive Structural Modeling (ISM), and MICMAC software were employed.
The results of the interpretive structural analysis using the exploratory model indicated that the proposed model consists of four main factors and thirteen sub-factors identified across four levels. The fourth level involves supply chain risk identification, including the dimensions of financial and legal risks, quality risks, and supplier and logistics risks. The third level includes failure mode and effects analysis, encompassing the identification of weaknesses, analysis of failure effects, and risk prioritization. The second level involves risk response and management strategies, including supplier diversification, emergency planning, and quality control supported by information technology. Finally, the factors and dimensions identified in the previous three levels lead, at the first level, to achieving optimal risk control, which includes risk and failure reduction, increased supply chain efficiency, continuous improvement, and performance monitoring.
Introduction
The extensive use of medical and laboratory technologies requires a significant number of resources for the procurement of equipment and materials; an issue that must be given considerable attention in these organizations. It is evident that if the procurement of equipment and materials is carried out without a precise and structured mechanism, the quality of purchases will not align with the actual needs of healthcare centers. Therefore, the procurement process in medical centers is of great importance and must be continuously monitored. Risk assessment is a systematic process for measuring quantitative and qualitative hazards associated with materials, processes, activities, personnel, equipment, and the environment (Rahmanifar, 2014).
Utilizing the findings of this research on the supplier side can lead to the development of structures that ensure timely procurement and provide an understanding of risks and potential failure points in the laboratory supply process. As a result, suppliers can devise various methods to meet laboratory needs. Considering that the researcher is also active in the laboratory supply sector, if the findings are validated, they can be presented to the laboratory community through multiple sessions, thus contributing to the dissemination and expansion of the research results. Given that multiple methods and individuals are involved in the procurement of laboratory necessities, this analytical approach can also be applied in this study, representing one of its innovative aspects.
Failure Mode and Effects Analysis (FMEA) is one of the most widely used tools for enhancing the reliability and safety of products or processes (Radpour & Karbasian, 2011). This tool is particularly used in the design and development of new products (Fattahi, 2009). Various techniques exist for risk identification, and no single method serves as the best approach; instead, an appropriate combination of techniques should be utilized. Moreover, evaluating risks solely based on their probability of occurrence and severity of impact is insufficient, as these two criteria do not fully capture all influential aspects of risk. FMEA is an analytical technique that combines technology and expertise to prevent the procurement of substandard products and protect the reputation of the organization (Radpour & Karbasian, 2011).
Therefore, aligned with this objective, the main research question of the present study is: What are the relationships and hierarchical levels of optimal risk control factors in the medical laboratory supply chain using an Interpretive Structural Modeling approach?
Theoretical Framework
Risk Management
Supply chain risk management focuses on controlling risks that affect the efficient flow of information, materials, and products across different segments of the supply chain. Risk management is a key component of supply chain management; and given the diverse objectives within supply chains, it can be utilized when risk is considered a multidimensional phenomenon. Factors such as uncertainty in supply and demand, market globalization, shorter technology and product life cycles, and the increasing use of outsourcing have been identified as major reasons for the importance of supply chain risk management (De Oliveira et al., 2024).
Wang et al. (2025), in their study on Strategic Behavior in Multi-Criteria Sorting with a Trust-Relationship-Based Consensus Mechanism: Application to Supply Chain Risk Management, examined strategic behavior using a cost-based consensus mechanism within a social trust network. First, a piecewise cost function dependent on trust relationships was formally defined and formulated, taking into account the influence of trust on preference adjustments required to achieve consensus sorting. Based on this trust-dependent cost structure, a strategic preference manipulation model was proposed to enable strategic behavior in consensus sorting by minimizing the adjustment costs incurred by decision-makers. Considering that the social trust network affects strategic manipulation, an extended collaborative strategic manipulation model was introduced to guide decision-makers in adjusting both their preferences and their social trust networks. Furthermore, the practical applicability of the proposed strategic manipulation models was demonstrated through a supply chain risk management case study, and their performance was validated through simulation analysis.
Mobo et al. (2025) investigated Supply Chain Risk Management in the Trade Sector: A Modern Perspective. Their findings indicate that studying supply chain sustainability strategies is crucial, especially when the risks faced by commercial farms within the supply chain are increasingly complex, diverse, and sudden—making prediction and probability assessment more difficult than ever. This underscores the significance of supply chain management. It was found that in order to gain competitive advantages within the market, the trade sector must improve supply chain management practices, which leads to reduced costs from production to delivery, optimized timing, and enhanced customer satisfaction. Their study also concludes that an effective risk assessment mechanism in the supply chain for the trade sector must serve as an appropriate tool for evaluating the effectiveness of risk management from the perspective of all business segments involved in the supply chain.
Research Methodology
This study was conducted using a mixed-methods approach (qualitative–quantitative) and, in terms of purpose, followed an exploratory and descriptive–survey design. The statistical population consisted of 15 senior managers and experts working in medical laboratories across different stages of the supply chain, selected through the snowball sampling method. Data were collected by semi-structured interviews.
Research Findings
For data analysis, the Fuzzy Delphi method, Interpretive Structural Modeling (ISM), and MICMAC software were used. The results of the interpretive structural analysis using the exploratory model revealed that the model includes four main factors and thirteen sub-factors distributed across four hierarchical levels.
The fourth level involves supply chain risk identification, including financial and legal risks, quality risks, and supplier and logistics risks. The third level consists of failure mode and effects analysis, including identifying weaknesses, analyzing failure impacts, and prioritizing risks. The second level encompasses risk response and management strategies, including supplier diversification, emergency planning, and quality control supported by information technology.
Finally, the factors and dimensions identified in the previous three levels lead, at the first level, to achieving optimal risk control, characterized by risk and failure reduction, increased supply chain efficiency, continuous improvement, and performance monitoring.
Conclusion
The present study aimed to determine the relationships and hierarchical levels of optimal risk control factors in the medical laboratory supply chain using an Interpretive Structural Modeling approach. The results of this research are consistent with the findings of Wang et al. (2025), Mobo et al. (2025), Shishehgarkhaneh et al. (2024), Choudhary et al. (2023), Ganesh & Kalpana (2022), Qaraghanabadi & Sarkardeh (2024), Arab Cham Khalifa & Alavi (2023), and Fokerdi & Talavari (2021). Mobo et al. (2025) demonstrated that an effective risk assessment mechanism in the supply chain for the commercial sector must serve as an appropriate tool for evaluating the effectiveness of risk management from the perspective of all business units involved in the supply chain. Based on the findings of the study, the following recommendations are proposed:
Organizations should prioritize reducing risks and preventing failures in order to achieve optimal risk control. Implementing preventive processes, continuously analyzing risks, and executing proactive programs can help reduce the likelihood of failure causes and, in turn, ensure the efficiency and continuity of the supply chain. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract This study aimed to design an agile marketing model in digital banking with a focus on sustainable development. In terms of purpose, the research is applied-fundamental, and methodologically, it adopts a qualitative approach based on Grounded Theory. The participant population comprised 14 academic and executive experts in agile marketing and digital banking, selected through purposeful sampling until theoretical saturation was achieved. Semi-structured interviews served as the data collection instrument, and research reliability was confirmed through the test-retest agreement index. Data were analyzed using the grounded theory methodology. The findings were identified within the paradigmatic model across six main dimensions: causal conditions (financial capacity, digital marketing capabilities, digital resources), contextual conditions (cultural capabilities, banking governance), intervening conditions (regulatory, technological, organizational barriers, and risk management), strategies (dynamic capabilities comprising decision-making agility, dynamic adaptation, digital innovation, and service outsourcing), and outcomes (sustainable development across economic, social, and environmental dimensions, alongside competitive advantage). The results indicate that agile marketing in digital banking represents a systematic strategy that, by integrating technology, data-driven approaches, and organizational agility, not only fosters a sustainable competitive advantage but also provides a robust foundation for sustainable development in the banking sector by reducing carbon footprints, expanding financial inclusion, and promoting corporate social responsibility.

Abstract Digital transformation has transformed many industries in recent years. One of the consequences of digital transformation can be mentioned the change of structures, procedures and processes. The wave of digital transformation has also caused fundamental changes in the banking industry. Digital banking is the provision of banking services based on digital technologies. Iran's banking industry has turned to digital services in recent years and this industry can be considered one of the leading industries in the country. However, there are strategic entry barriers in the way of banks to join the wave of digital transformation and sometimes it prevents them from joining this wave. The present study examines the barriers to strategic entry into the digital banking industry in Iran using the meta-composite method. In a period of ten years from 1391 to 1401, this research has examined the researches conducted in this field and has extracted the most important barriers to strategic entry into the digital banking industry. Research studies show that barriers to strategic entry into the digital banking industry in Iran are divided into two general categories: "internal" and "external" and factors such as: cultural, managerial, technological, financial, political-legal and skill barriers. They are effective.

Abstract The objective of this research is to design a grounded theory model for the social acceptance of smart home technology (SHT) among Iraqi consumers. This study was conducted based on an interpretive paradigm through a qualitative approach. The statistical population consists of 15 smart home technology experts and university professors specializing in marketing, selected through the snowball sampling method, and participated in semi-structured interviews. The data were analyzed by latent content analysis tactics in MAXQDA 2024 software through three stages: open, axial, and selective coding. The findings led to the conceptualization of several categories, including “acceptance of smart home technology,” “perceptions of trust and security,” “lifestyle integration behaviors,” “economic decision-making,” and “response to social influence,” with seven main and original hypotheses established among them. The results revealed that the core category, “Social Acceptance of Smart Home Technology,” encompasses a multi-faceted construct influenced by cognitive, social, and innovative dimensions.
Introduction
In recent years, Iraq has faced significant challenges in the energy sector due to international sanctions and the occurrence of multiple wars (Al‑Ghabera et al., 2024). Efficient energy consumption in this country has become highly important and has been introduced by the government as a national priority (Al‑Yozbaky et al., 2022). Smart home technology represents the convergence of the Internet of Things (IoT), artificial intelligence (AI), sensors, and automation systems to create intelligent and responsive living environments that enhance residents’ comfort, security, energy efficiency, and sustainability (Yeoh Lui et al., 2025). In Iraq, where persistent challenges such as frequent power outages, security concerns, water shortages, and rapid urbanization exist, smart home systems offer an appropriate solution for optimizing resource use and adapting to local lifestyles (Mustafa et al., 2025).
On the other hand, an examination of Iraq’s demographic composition indicates that the majority of the country’s population consists of young people, many of whom pay particular attention to innovation in their purchasing decisions and tend to prefer products that possess a superior mental image compared with competing alternatives (Ahmed et al., 2020). Furthermore, according to reports from Iraq’s National Housing Sector, approximately 75 percent of Iraqi households are interested in adopting modern and innovative architectural approaches in order to improve their quality of life (Al‑Khafaji & Kamaran, 2019).
A cultural analysis of Iraq based on Hofstede’s cultural dimensions shows that the country is characterized by high power distance, a collectivist culture, masculinity, and a high level of uncertainty avoidance (Sardar, 2015). Analytical studies indicate that societies with high power distance often demonstrate lower resistance to smart home technologies, as many households in such cultures are willing to adopt innovative architectural ideas to enhance comfort and welfare (Bao et al., 2014; Wang et al., 2024). Regarding collectivism, researchers argue that positive social attitudes toward smart home technology spread rapidly within society, and once the technology gains collective acceptance, resistance declines and consumers quickly move from early adoption to more rational and widespread use (Liu et al., 2021; Mouzaidis et al., 2023).
Analysis of the masculinity–femininity dimension suggests that in more feminine cultures there is a greater tendency to adopt practical and modern technologies such as remote-control systems, graphical user interfaces, and smart electricity technologies (Jeong et al., 2013). Finally, studies on uncertainty avoidance indicate that in such cultures consumers often view new technologies with caution and tend to accept smart home technologies only after they become widely adopted within society (Furszyfer Del Rio et al., 2021; Chang & Chiu, 2025). Accordingly, the present study seeks to answer the following main research question: What is the grounded theory model of social acceptance of smart home technology among Iraqi consumers?
Theoretical Framework
Social Acceptance of Smart Home Technology
Social acceptance refers to the processes through which individuals, groups, and societies approve, adopt, or integrate innovations, technologies, or social phenomena into their norms, behaviors, and institutional structures (Moeremans & Dooms, 2025; Shuhaiber & Mashal, 2019). The theory of social acceptance is not a single unified framework; rather, it is a multidimensional concept that has evolved across different disciplines, particularly in social psychology, energy transition studies, and innovation research. It encompasses psychological needs for belonging, the social validation of innovations, and the institutional transformations required for systemic change (Ji & Chan, 2020; Alshammari & Alkhwaldi, 2025).
Norouzzadeh et al. (2025) examined the role of the Internet of Things (IoT) in residential smart home technologies. Their findings indicated that social influence was not a significant factor in the adoption of IoT-based smart home technologies. They attributed this result to habit-related barriers and the level of effort required from users within the studied sample, suggesting that technology acceptance depends more on individual usability than on social norms.
Moghbal Naseri et al. (2023) investigated human behavior based on sleep–wake patterns using smart home sensors. In this study, smart home technologies were used to monitor the behavior of elderly individuals who faced physical or psychological challenges and lived independently or with pets. Using data collected from smart home sensors, the daily behaviors of individuals during waking and sleeping periods were predicted and analyzed through computational approaches. The researchers developed an algorithm capable of modeling sleep and wake behavior patterns and enabling behavioral prediction. By analyzing data from the CASAS smart home dataset, this approach was presented as an effective method for improving the ability of individuals with physical or mental limitations to live independently.
Research Methodology
This study was conducted based on the interpretive paradigm through a qualitative research approach. The statistical population consisted of 15 experts in smart home technology and university professors specializing in marketing. Participants were selected through the snowball sampling method and took part in responding to the interview questions. The data collection tool was semi‑structured interviews.
Research Findings
The collected data were analyzed by latent content analysis techniques in MAXQDA 2024 software through three stages: open coding, axial coding, and selective coding. The findings led to the identification and development of several key categories, including smart home technology acceptance, perceived trust and security, lifestyle integration behaviors, economic decision‑making, and responses to social influence. Seven main and novel hypotheses were established among these categories. The results indicated that the core category, “Social Acceptance of Smart Home Technology,” represents a multidimensional construct influenced by cognitive, social, and innovation‑related dimensions.
Conclusion
The present study aimed to design a grounded theory model for the social acceptance of smart home technology among Iraqi consumers. The findings of this research are consistent with previous studies conducted by Moghbal Naseri et al. (2023), Nakhalet al‑Jannah and Ghaffarian (2022), Abbasi (2022), Pirzada et al. (2022), Farah Hussin et al. (2022), Arar et al. (2021), Pal et al. (2021), Gross et al. (2020), Mashal et al. (2020), and Ko et al. (2020).
Pal et al. (2021) found that user characteristics, particularly user skills, have the greatest influence on privacy concerns, followed by legal and policy aspects and technological dimensions. In addition, physical and psychological privacy were considered more important than concerns related to informational privacy.
Based on the results of the study, the following recommendation is proposed. Managers and stakeholders should recognize the lack of a significant relationship between economic decision‑making and perceptions of trust and security. This insight should encourage them to separate financial incentives from security‑focused campaigns. Instead, they should develop independent educational initiatives that address cost–benefit analysis separately, ensuring that trust‑building efforts are not influenced by perceptions of economic trade‑offs. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.