Journal of New Approaches in Management and Marketing

Abstract Abstract The present study was conducted based on the paradigm of pragmatism and with a combined approach of induction and deduction. To achieve the study's objectives, a qualitative research design was used. This research is of an applicable-developmental type and aims to present a paradigmatic model for improving customers' mental image of Tehran chain stores. In terms of data collection, the research is classified as a non-experimental (descriptive) study conducted with a cross-sectional survey approach. The participants were managers of chain stores, and sampling was carried out using a theoretical method; meaning that individuals were selected based on their information adequacy and capacity to enrich the categories, and theoretical saturation was achieved by conducting 21 interviews. Data were collected through semi-structured interviews and a questionnaire. The indicators affecting customers' mental image of the store were extracted using the data-driven theory method and MaxQDA24 software and then prioritized using the fuzzy Savaray method. The results of the research model showed that causal conditions (customer experience management, co-creation of value with the customer, customer orientation and service quality) affect the central phenomenon (customers' mental image of the store). The mental image of the store, along with contextual conditions (marketing mix) and intervening conditions (store social responsibility), affects strategies and actions (internal branding and branding strategy). Ultimately, the aforementioned strategies lead to outcomes such as customer loyalty, satisfaction and trust, which reflect the dynamics and multidimensional function of mental image in promoting long-term customer relationships with the store. Introduction In recent years, chain stores with various brands have grown significantly in the country, and a fierce competitive arena has been created to attract and retain customers (Torkanloo et al., 2025). In such circumstances, customers' purchasing behavior is more influenced than ever by their perceptions and mental images of the stores. Therefore, branding and efforts to improve the store brand are a decisive factor in success (Solati et al., 2024). Sales managers and chain store owners have well understood that improving the store's mental image in the minds of customers can pave the way for improving the overall brand image and increasing the willingness to buy. By improving the store's image in the minds of customers, the likelihood of customer retention and return will increase (Sudirman & Muis, 2025). In this regard, understanding customers' mental perceptions and understanding how their attitudes towards the store are formed is considered a major prerequisite for developing effective marketing strategies and customer experience. Continuing to be present in such a dynamic market requires targeted investment in branding and creating differentiation in brand identity (Yuan & Yang, 2024). On the other hand, consumers' needs, preferences, and decision-making patterns have also undergone profound changes and have reached a more complex level than in the past. In response to these changes, large chain stores are trying to satisfy a diverse range of customers by offering a wide range of goods and brands (Jiang & Wu, 2023). However, this product variety alone does not guarantee success; because the main focus should be shifted from the brand of the goods to the store brand and the image that the customer has of the entire shopping experience. Therefore, in the current competitive conditions, retailers must improve their image among customers in order to defend their position in the market (Nakamori et al., 2024). In Iran, with the emergence of new structures and the use of new technologies in the retail sector, a fierce competitive environment has been formed between stores to attract the attention and trust of customers. Customers in this market, based on their mental impressions and associations, have a specific idea about each store, which creates a mental image of the store within their perception (Berah moghadam et al., 2024). According to this view, consumers keep a set of real or mental beliefs about each store in their memory and are confident in the accuracy of those beliefs. In such circumstances and given the increasing competition, it is necessary for the country's chain stores to adopt a customer-centric approach to marketing in order to recognize their current position and plan to achieve the desired situation (Raispour et al., 2025). Statistics show that customers play a key role in the continuation of competition and profitability of chain stores. Global studies indicate that an increase of only 5% in customer retention rates can increase company profits by 25 to 95% (Jones et al., 2025). Successful branding has caused a change of about 15% in customer retention. Also, consumers who are loyal to brands make up 65% of the company's business and spend 43% more on brands they are loyal to (Stephens et al., 2025). According to statistics from the National Chain Store Association, the turnover of the country's retail industry was estimated at about 920 trillion, of which the share of chain stores Chains accounted for 10 percent, and the rest belonged to small and traditional retailers (Bormeideh et al., 2024). Also, in the retail industry, which also includes chain stores, the average customer retention rate globally has been reported to be about 63 percent, while the overall average for other industries is about 75 percent (Aghakhani Bezdi Langari & Hassani, 2023). In such a situation, the gap between the actual perception of customers and the marketing approaches of chain stores increases, and the need for a scientific analysis of this gap and a solution to it is highlighted. Accordingly, the aim of the research is to identify the components affecting the mental image of customers, explain the cognitive and behavioral mechanisms that shape this image, and present a native paradigmatic model to improve the perception of customers of chain stores in Tehran. This aim has been formulated in order to answer a fundamental question: How is the pattern of improving the mental image of customers in chain stores in Tehran explained and what elements and relationships shape it?  Theoretical framework Brand image Brand image is a multidimensional concept that reflects the perceptions, feelings, and accumulated experiences of the audience of a brand. This image is the result of a continuous process of interaction between the customer and the brand and shows how people mentally perceive the identity, value, and reputation of the brand (Tahir et al,. 2024). Store Image The concept of "store image" was first introduced in the marketing management literature in 1958 by Martineau. He considered store image to be a set of customer perceptions formed by a combination of functional characteristics (such as the quality of goods and services, layout and price) and psychological characteristics (such as store atmosphere, employee behavior and customer emotions). Although this concept did not receive much attention in the early years, its importance has increased significantly in the last two decades with the rapid expansion of chain stores and changes in shopping patterns (Lang et al., 2023). Research Methodology This study was designed based on the paradigm of pragmatism and with a combined approach of induction and deductive and was conducted with the aim of providing a paradigmatic model for improving customers' mental image of chain stores in Tehran. In terms of methodology, it is classified as non-experimental and descriptive research and was implemented in the form of a qualitative design and cross-sectional survey. In the qualitative section, the participant population included theoretical experts in the field of marketing management and empirical experts including senior managers, marketing managers, and customer experience managers in chain stores in Tehran, and ultimately 21 interviews were used as the basis for analysis. Research findings The final result of the analysis was the identification of 6 selective codes, 12 central codes, and 63 open codes. The results of the research model showed that causal conditions (customer experience management, co-creation of value with customers, customer orientation and service quality) affect the central phenomenon (customers' mental image of the store). The mental image of the store, along with contextual conditions (marketing mix) and intervening conditions (store social responsibility), affects strategies and actions (internal branding and branding strategy). Ultimately, the aforementioned strategies lead to outcomes such as customer loyalty, satisfaction and trust, which reflect the dynamics and multidimensional function of the mental image in promoting long-term customer relationships with the store. It was also determined that the perceived risk index of purchasing from the store is in the first priority, the ethics index and adherence to ethical responsibility is in the second priority, the index of providing products and services based on customer needs is in the third priority, the index of establishing the possibility of mutual and reciprocal relationships with customers with a weight of 0.0864 is in the fourth priority, and the index of mental association of the store with customers is in the fifth priority. Conclusion The research results are in line with domestic and foreign studies, and in the form of an integrated model, it explains the mechanism of customer image formation. Causal factors including customer experience management, value co-creation, customer orientation and service quality, like the findings of Torkanloo et al. (2025), Yuan & Yang (2024), and Mousavi & Fadai (2023), confirm the determining role of customer experience, interaction and recognition of real customer needs. In the context of factors, the marketing mix and social responsibility are introduced in accordance with foreign research, guiding perception and strengthening positive mindset. Customer image as a multidimensional construct including perceived value, risk, ease of purchase, and brand associations is presented in this study in a more coherent way than previous studies. Internal branding strategies and brand strategy show that employee alignment and clear policy-making play a direct role in shaping image. The final outcomes including trust, satisfaction and loyalty are also consistent with the results of previous research and emphasize that positive image strengthens purchasing behavior and customer relationship continuity. The suggestions emphasize the importance of creating a lasting experience for customers through dynamic environmental design, targeted sensory stimuli, and professional employee behavior, and further consider it essential to provide a platform for two-way interaction for co-creation of value by utilizing behavioral data and customer participation in improving services. Also, strengthening the customer-centric approach by deeply understanding needs, providing personalized offers, and focusing on key customers is introduced as an effective factor in increasing loyalty. Improving the quality of services by improving physical standards, effective responsiveness, and strengthening empathetic behavior of employees, along with intelligent design of the marketing mix including product, price, promotion, and distribution, can create a coherent and attractive experience. Attention to social responsibility and institutionalization of ethical and environmental principles provide the basis for public trust and strengthening brand credibility, and ultimately focusing on improving the mental image of customers and developing internal and strategic branding strengthens organizational cohesion and a positive perception of the value and quality of Tehran chain stores.

Abstract Abstract This study aims to develop a native entrepreneurial marketing model for Iranian startups using a mixed heuristic approach. In this regard, the role of causal, contextual, and intervening factors in the formation and implementation of entrepreneurial marketing strategies was examined, and a model appropriate to the cultural and economic characteristics of Iran was designed. In the qualitative part of the research, using the grounded theory method and content analysis, 33 key categories were identified in the form of causal, contextual, intervening, strategies, and consequences conditions. Semi-structured interviews were conducted with 18 marketing and entrepreneurship experts. In the quantitative part, data from a researcher-made questionnaire was collected from 340 startup managers in Tehran, and the validity of the model was examined through structural equation modeling and SmartPLS software. The findings showed that innovation, customer orientation, and networking as causal factors; and factors such as technology infrastructure, government support, public culture, and employee behavior in contextual and intervention roles have a significant impact on entrepreneurial marketing strategies. These strategies include new marketing, training, digitalization, customization, and inter-organizational partnerships, which ultimately lead to outcomes such as organizational agility, enhanced customer engagement, opportunity discovery, and improved business performance. This indigenous model, emphasizing the specific characteristics of Iran’s entrepreneurial ecosystem, can be an effective tool for guiding government policymaking, accelerator support programs, and startup management decisions. The findings also indicate that a smart combination of contextual and strategic factors can lead to sustainable competitive advantage and improve the position of startups in domestic and international markets. Introduction This research aims to develop a native entrepreneurial marketing model for Iranian startups using a mixed heuristic approach. This study examines the causal, contextual, and intervening factors in the formulation and implementation of entrepreneurial marketing strategies and presents a model appropriate to the economic and cultural characteristics of Iran. The research approach consists of two qualitative and quantitative parts. In the qualitative part, grounded theory and content analysis were used to identify key factors affecting entrepreneurial marketing. In this stage, semi-structured interviews were conducted with 15 entrepreneurial marketing experts and an initial model was designed. In the quantitative part, data collected from 340 startup managers were analyzed and the proposed model was validated using structural equation modeling. To increase the accuracy of the analysis, SmartPLS software was used and the validity and reliability of the measurement tools were carefully examined. The findings showed that innovation, customer orientation, and networking play a key role in the development of entrepreneurial marketing strategies. Also, government support, economic infrastructure, and public culture as contextual factors, and digital technologies, organizational culture, and employee behavior as intervening factors have a significant impact on the implementation of this model. The results indicate that the interaction between these factors and the adopted strategies improves the performance of startups in challenging environments. Entrepreneurial marketing strategies enhance the financial and competitive growth of startups by increasing organizational agility, improving interaction with customers, and identifying new opportunities. This study provides recommendations for business managers and policymakers to optimize their marketing strategies by focusing on innovation, customer orientation, and networking. It is suggested that future studies examine the role of advanced technologies such as artificial intelligence, big data analytics, machine learning, and augmented reality in optimizing entrepreneurial marketing models to ensure the model's adaptability to future changes. Theoretical Framework Given the specific characteristics of today's world, including rapid change, increasing complexity, and increasing competition, as well as the inefficiency of traditional methods such as strategic planning and classic market forecasts, it has become necessary to pay attention to new methods to overcome these changes. In the world of modern businesses, startups are recognized as the main players in the innovative economy, which seek to create value and gain market share by utilizing new technologies and flexible business models. However, the survival and growth of these new companies in an environment characterized by economic uncertainty, rapid technological change, and intense competition is a serious challenge. In such circumstances, startups need innovative strategies that are adaptable to their environment to survive and grow in competitive markets. One of the most effective strategies for startup growth in uncertain times is entrepreneurial marketing, which, due to its flexible and opportunity-oriented nature, allows startups to be more agile in the face of environmental changes and challenges and to benefit from sustainable competitive advantages. Unlike traditional marketing, which emphasizes long-term planning and specific processes; entrepreneurial marketing, as a dynamic model, focuses on identifying new opportunities, taking targeted risks, innovating in service delivery, and creating value for customers. These characteristics are especially important for startups in the early stages of development, as limited financial and human resources and an uncertain market environment force them to adopt more flexible approaches. Entrepreneurial Marketing Entrepreneurial marketing refers to processes in which entrepreneurs use innovative methods to develop the market, establish effective relationships with customers, and achieve new business opportunities. Unlike traditional models that focus on exploiting existing resources, this approach emphasizes innovation, courage in facing risks, and flexibility in decision-making. Many studies have shown that the use of entrepreneurial marketing can improve financial performance, increase market share, and enhance the competitive position of companies. However, existing entrepreneurial marketing models are mainly designed based on data and conditions of developed countries, and their localization is challenging for countries like Iran that face their own economic, infrastructural, and cultural limitations. Therefore, the need to develop a local model for entrepreneurial marketing in Iranian startups is strongly felt; a model that, while taking into account the environmental characteristics of Iran, has modern research approaches for scientific and operational structuring. Startup Startups operate in highly variable and uncertain conditions as new businesses trying to meet market needs in a different way by offering new products or services. These companies usually face high risk, limited resources and ambitious goals. In fact, what distinguishes a startup from other businesses is its innovative, risk-taking and opportunistic nature. Successful startups usually operate on the basis of a creative human team, a collaborative culture and an approach based on experimentation and learning. On the other hand, marketing in startups does not simply mean advertising and sales, but has a deeper meaning that includes a precise understanding of customer needs, designing a differentiated value proposition, creating a unique customer experience and developing long-term relationships. In this direction, digital technologies, data analysis and new communication tools play an important role in enhancing the effectiveness of entrepreneurial marketing. Therefore, the present study is trying to identify the influential components in the Iranian space, to design a comprehensive model for entrepreneurial marketing in startups that not only has a strong theoretical support, but also can be used and implemented in practice by managers. Research Methodology In this regard, the present study has used a mixed heuristic methodology. In the qualitative part, data were collected using semi-structured interviews with 18 experts in the fields of marketing, entrepreneurship, and startup management. Data analysis was conducted using the grounded theory method in three stages of open, axial, and selective coding, as a result of which 33 key categories were identified in the form of five main components: causal conditions, contextual conditions, intervening factors, strategies, and consequences. Then, based on these components, an initial conceptual model was designed that served as the basis for the quantitative part of the research. In the quantitative part, in order to empirically evaluate the model, a researcher-made questionnaire was designed and distributed among 340 startup managers active in Tehran. The collected data were analyzed using SmartPLS software and structural equation modeling method. The results of data analysis confirmed the proposed model and showed that the identified dimensions have statistical validity and reliability. Research findings The findings indicated that the variables of innovation, customer orientation, and networking have the greatest impact in the causal dimension. In the contextual dimension, structural factors such as government support, information technology infrastructure, and general culture of society play an important role in shaping the entrepreneurial marketing context. Also, in the intervention dimension, organizational culture, leadership style, and employee behavior play a facilitating and reinforcing role in implementing strategies. The identified strategies also included innovative marketing, process digitization, service personalization, brand development, employee training, and creating strategic partnerships. These strategies ultimately led to outcomes such as increasing organizational agility, improving customer interaction, discovering market opportunities, and improving the financial and competitive performance of startups. In fact, this model is able to pave the way for the development of new businesses in volatile markets by considering the link between intra-organizational and environmental variables. On the other hand, the analysis of the research results showed that integrating innovative strategies with capable human resources and a learning organizational culture can increase the capacity for adaptation and innovation at different organizational levels. Conclusion This indigenous entrepreneurial marketing model is not only designed to suit the specific conditions and challenges of the Iranian entrepreneurial ecosystem, but also has the ability to be applied practically at different decision-making levels. From a theoretical perspective, the present study has contributed to the enrichment of the entrepreneurial marketing literature in the context of developing countries by providing a comprehensive framework. From a practical perspective, the research results can be used by policymakers, managers, and young entrepreneurs. Finally, the present study suggests that in future studies, the role of emerging technologies such as artificial intelligence, big data analysis, augmented reality, and blockchain in the design and implementation of entrepreneurial marketing strategies be examined. Also, conducting comparative research among developing countries can lead to the identification of common patterns or significant differences. Focusing on developing dynamic models that are adaptable to environmental and technology-driven changes will be valuable avenues for continuing this line of research.

Abstract Abstract
The present study aims to present a branding model for cooperative products in Ilam Province, in terms of its applicable-developmental purpose. In terms of the nature of the data, it is qualitative-quantitative with a data-based approach, and finally, in terms of the problem or research method, it is descriptive; therefore, this research is placed in the framework of applicable research in terms of orientation. In the qualitative part of this research, theoretical sampling was used according to the subject. The statistical sample in the qualitative part includes 20 professors, specialists, experts, marketers, entrepreneurs, and owners of production cooperative companies; studied by purposive sampling and snowball method. In the qualitative part of the research, the data theorizing approach was used in line with the emergence of the learned helplessness model. In the quantitative part, the statistical population includes 384 customers of production cooperatives in Ilam province using the Cochran formula in unlimited communities and simple random sampling method. The data obtained from the distribution of questionnaires were analyzed in two parts: descriptive and inferential findings. The research findings led to the identification of causal conditions (including intra-organizational and extra-organizational factors), contextual conditions (including technical and legal infrastructures), intervening conditions (including economic and cultural barriers), strategies (including marketing and brand development strategies), and consequences (including economic and social consequences). The final research model shows that successful branding of cooperative products in Ilam province requires attention to all these factors and appropriate interaction between them. The results of this research can help managers and policymakers in the cooperative sector to develop and strengthen the brand of cooperative products and provide the basis for increasing the competitiveness and sustainable development of cooperatives in Ilam province.
Introduction
Most of the products of cooperatives in Ilam province are marketed without a brand. In such a case, there is no name or symbol of Ilam province in the production and supply of cooperative products to the market, and the products of the province are marketed under the names of others. Therefore, the cooperative products of the province are easily exported under the names of other provinces of the country due to weakness in branding and inattention to marketing, so that the credit of producing these products goes to other provinces of the country. The audience and customers of each product have different views and opinions regarding existing brands. This situation is called brand image. The products of cooperatives in Ilam province are among the productions that, despite having a high volume of product, do not have a market share and remain unknown among customers. In such a case, despite the fact that Ilam province has cooperatives related to the production in the fields of agriculture, horticulture, dairy products, animal oil, etc., there is no name or address in the production and supply of cooperative products in domestic and international markets, and the province's products are marketed under others' names. Branding and brand management have long existed in different societies to identify individuals and services in various ways. The main motivation for branding is to introduce products to customers and differentiate these products from competitors' products; therefore, it can be said that the success of cooperative products depends on the success of the product brand (Jablipo, 2015). A brand with a well-known personality brings customers' perception of the brand, as well as customer loyalty, less vulnerability to competitor marketing efforts, higher profit margins, and fewer negative customer reactions, among other results of a strong brand (He et al., 2022). A strong brand can lead to numerous marketing benefits and increase the competitive power of the product (ShiYon et al., 2022). It is usually interpreted that a brand with a positive and well-known image causes consumers to respond more favorably to product marketing activities (Malarvizhi et al., 2022). A strong brand symbolizes quality, reliability, and distinctiveness, thus improving the product's position in the market (Khan et al., 2022). In this study, researchers seek to find out the question: how and by means of what model can the branding of Ilam province cooperatives' products be presented?
Theoretical Framework
The Concept of Brand
Product brand includes broad concepts that are examined from different perspectives of marketing, consumer psychology, and strategic management. A brand is defined as a name, word, sign, symbol, or a combination of these elements that is used to identify the goods and services of a seller or group of sellers. Instrumental brand is a value-creating concept for customers and businesses, and includes a set of shared emotional bonds (He, 2022). Brand attributes may be real or unreal, emotional or logical, tangible or intangible. A brand is formed by building trust in specific promises that demonstrate unique and meaningful benefits. These promises can be formed through various communications with customers, including Internet search, websites, social media, advertising, shopping experiences, and customer service.
Importance of Brand
The importance of brand is felt more than ever in today's economic societies. Brands have become symbols and main players in various sectors including economic, social, political, cultural, and sports. The importance of brand is in achieving profit, facilitating faster selection, creating awareness and increasing the chances of survival of products. Branding is used as a tool to create distinction between manufacturers' goods (Zhang, 2022).
Brand equity
Brand equity is one of the most important marketing concepts, which includes brand awareness, perceived quality, brand loyalty, and differences in consumer choice between products with a strong brand and products with similar characteristics without a brand. Brand equity includes brand assets, brand power and brand value. (Kimura, 2021) Brand characteristics include simplicity, brevity, ease of pronunciation, lack of negative components, quick placement in people's minds and memories, ability to be introduced in the media and ability to be printed on product packages.
History of Branding in Cooperatives in Ilam Province
With the passage of time and increasing competition in the market, cooperatives realized that branding is an essential tool for survival and growth. In recent years, some cooperatives in Ilam Province have gradually begun to formulate and implement branding strategies. These strategies include determining brand identity, designing attractive logos and packaging, and using various media for advertising and brand promotion. Research on branding in cooperatives shows that this process can help strengthen the competitive position and increase the performance of cooperatives. For example, a study in Ilam Province showed that cooperatives that have taken branding seriously have been more successful in attracting customers and increasing sales (Antunes et al., 2022).
Research Methodology
In terms of the nature of the data, this research is qualitative-quantitative with a data-based approach; and in terms of the problem or research method, it is descriptive; therefore, this research falls within the framework of applicable research in terms of orientation. In the qualitative part of this research, theoretical sampling was used according to the topic. The statistical sample in the qualitative part includes 20 professors, specialists, experts, marketers, entrepreneurs, and owners of production cooperatives, selected by purposive sampling and snowball method. In the qualitative part of the research, in line with the emergence of the learned helplessness model, the data theorizing approach was used. In the quantitative part, the statistical population includes 384 customers of production cooperatives in Ilam province using the Cochran formula in unlimited communities and simple random sampling method. The data obtained from the distribution of questionnaires were analyzed in two parts: descriptive and inferential findings. The research findings led to the identification of causal conditions (including internal and external factors), contextual conditions (including technical and legal infrastructure), intervening conditions (including economic and cultural barriers), strategies (including marketing and brand development strategies), and consequences (including economic and social consequences).
Research findings
SPSS and AMOS statistical software were used to analyze the data. Confirmatory factor analysis was used to confirm the questions related to each of the variables. The results of factor confirmation using AMOS software are listed, given that the factor loading of all questions is greater than 0.3 and the significance level values ​​are greater than 1.96; therefore, it can be said that the questionnaire questions for this variable were formulated correctly.
Conclusion
The findings of this study indicate that factors such as product quality, appropriate pricing, attractive packaging, and targeted advertising play a significant role in the success of branding cooperative products in Ilam Province. Also, the results of this study showed that the use of modern technologies in the production and marketing process can help promote the brand of cooperative products in Ilam Province. In summary, it can be said that branding cooperative products in Ilam Province requires a comprehensive and targeted approach that considers all factors affecting the success of the brand. By focusing on product quality, appropriate pricing, attractive packaging, targeted advertising, and the use of modern technologies, cooperatives in Ilam Province can take effective steps towards branding their products and, in this way, pave the way for the economic and social development of the province.

Abstract This study aims to systematically identify and refine the components of audience-centricity in the arts, . Employing an exploratory sequential mixed-methods approach, the research was conducted in two main phases. In the qualitative phase, using purposive sampling, 19 authoritative scientific articles were subjected to in-depth analysis through qualitative content analysis facilitated by NVIVO software yielded 39 initial codes, nine axial categories, and ultimately four core components. In the quantitative phase, fuzzy screening technique was employed to refine the components within the specialized context of the arts, utilizing the opinions of 12 experts . Data were collected using a researcher-developed questionnaire .The findings revealed that out of the 39 initial indicators, 11 were confirmed as the final components of audience-centricity in the arts, with three indicators—"investment in continuous learning and capability development," "adherence to privacy and data ethics," and "transparency in actions and communications"—attaining the highest level of importance. The alignment of the findings with the theoretical background not only confirms foundational theories such as market orientation and value co-creation but also demonstrates the study's innovation in introducing an "ethical-strategic framework" as the core of audience-centricity in the age of digital art.

Abstract The aim of the present study is to develop a performance evaluation management model for the internal supply chain using a hybrid DEMATEL and Analytic Network Process (ANP) approach. In terms of purpose, the research is applied, and regarding data collection, it is descriptive-survey in nature. The statistical population consisted of 12 experts, including 5 members from the hospital’s internal logistics unit and 7 managers from Namazi Hospital.To determine the relationships among the 13 indicators and 5 main components of the hospital’s internal supply chain, the DEMATEL method was employed. These relationships were then incorporated into the Analytic Network Process model, and the weights of the 13 indicators were determined using Super Decisions software.The 13 indicators were ranked respectively as follows: performance in completing patient treatment through access to complete treatment resources, delay-free patient treatment performance, patient waiting time, treatment service supply time, professional value-added efficiency, error-free performance in patient safety, continuity of the clinical treatment supply process, reliability and accessibility of treatment service suppliers, communication with patients, overall logistics cost management in the clinical treatment supply chain, reliability of investment and growth and revenue in the clinical treatment process, enhancement of hospital staff skills to prevent errors, and development of organizational culture.The findings indicated that the hospital’s internal supply chain has a positive, direct, and significant impact on hospital performance. The results of this study can be highly beneficial for optimal management, decision-making, and administrative practices in hospitals.

Abstract Abstract
The main objective of this research is to identify and prioritize factors affecting the development of Internet of Things (IoT)-based businesses in Iran. This research is applicable in terms of purpose, and descriptive and survey in terms of methodology. It was conducted using content analysis method and in two qualitative and quantitative stages. In the qualitative stage, the required data were collected and analyzed by using semi-structured interviews with 8 experts in the field of information technology in Kermanshah science and technology parks and professors working in related universities. In this stage, 6 main factor categories were identified, including financial-economic, technological, cultural-social, political-legal, human, and managerial factors, as well as 22 sub-criteria. In the quantitative stage, the factors were prioritized using the Analytic Hierarchy Process (AHP) technique and Expert Choice software. The research findings showed that among the factors affecting the development of IoT-based businesses, the financial-economic factor has the highest priority, and the managerial factor has the lowest.
Introduction
The evolution of the Internet began with the connection of computers. Later, many computers were connected to each other, creating the World Wide Web. Then, mobile devices were able to connect to the Internet, which led to the mobile Internet technique. People began to use the Internet through social networks. Finally, the idea of ​​connecting everyday objects to the Internet was proposed, which led to IoT technology (Internet of Things). When the concept of such a connection emerged, various companies focused on it and tried to recognize its importance and began to identify its role and future aspects related to it. Then these companies began to invest in this area in different periods but at certain intervals (Korade et al., 2019). From an economic perspective, the Internet of Things can transform business models and provide new solutions for creating added value. Using data generated by IoT devices, digital businesses can better understand customer needs and optimize their products and services (Manyika et al., 2015). Due to the increased productivity resulting from IoT, many advanced countries such as the United States and Japan have developed special strategies for the development of this technology (Lee et al., 2019). According to research, the market size of IoT equipment in 2018 was nearly $2 billion, which is expected to reach more than $11 billion by 2026 (Wang et al., 2021). In Iran, several studies have examined the capabilities of the Internet of Things in various fields and emphasized its importance in economic development and improving productivity (Razavi et al., 2019). Given the increasing importance of the Internet of Things in the future of the digital economy, it is necessary to identify and analyze the key factors affecting the development of businesses related to this technology in a scientific and systematic manner in order to provide a basis for effective planning and policymaking. Despite the efforts made, a review of the research background shows that previous studies have had a limited focus on identifying the factors affecting the development of these types of businesses or have not conducted a comprehensive and structured study of them. The present study seeks to fill this gap and was designed and presented with the aim of providing a scientific framework for it; therefore, this study seeks to answer the question from a perspective different from previous studies: what are the factors affecting the development of IoT-based businesses and what is their priority?
Theoretical Framework
The Internet of Things is a conceptual paradigm that connects billions of Internet-enabled devices to exchange data between themselves and their environment and enable intelligent interactions. This paradigm is a digital-physical infrastructure that establishes a connection between the physical environment and digital systems (Whitmore, 2015).
Ajalli et al., (2023) examined how the Internet of Things affects human resource management in the Fourth Industrial Revolution. This study states that the Internet of Things, as a paradigm in which objects equipped with sensors, actuators, and processors communicate with each other, enables the creation of digital workflows and the simplification of human resource management processes. These findings are important for the development of IoT-based businesses, because using this technology to simplify processes and increase efficiency can help improve organizational performance, including in the field of human resource management.
Rezaei et al., (2022) examined the role of artificial intelligence in optimizing IoT data and its impact on Iranian businesses. The results of this study showed that integrating IoT and artificial intelligence can create a significant competitive advantage for businesses. This study used the Big Data analysis method to examine the effects.
Khan et al., (2024) in a study titled IoT Adoption in the Fourth Industrial Revolution showed that success in implementing IoT requires combining it with complementary technologies such as AI, big data, and cloud computing; and factors such as digital infrastructure, human resource skills, and cybersecurity are influential.
Prasetyo et al., (2023) studied the key success factors in implementing the Internet of Things in Indonesian automotive companies, and the results showed that factors such as strategic alignment with organizational goals, top management support, technology readiness, employee training, supply chain digitization, and the use of smart products play a decisive role in the success of implementing the Internet of Things.
Research Method
This research is applicable in terms of purpose, and descriptive and survey in terms of methodology. It was conducted using the content analysis method. The statistical population of this study included experts and specialists in the field of information and communication technology who were working in companies present in science and technology parks and university growth centers. The statistical sample in the qualitative section included 8 experts and specialists selected from the Kermanshah Science and Technology Park, Kermanshah Innovation Factory, and professors at Razi University of Kermanshah. The sampling method was snowball sampling. The statistical sample in the quantitative part consisted of 15 people, 6 of whom were the same participants in the interview and 9 others were selected from among the experts and specialists and added to them.
Research findings
After a careful and meticulous review of the interviews and content analysis, the main codes and concepts were extracted. The extracted codes were analyzed in the first coding stage and evaluated several times to extract categories from it. After identifying; 6 main factor categories and 22 sub-criteria was obtained, and in the next stage, the Analytic Hierarchy Process (AHP) method was used for quantitative analysis. 15 questionnaires were distributed among the experts, and pairwise comparisons were made with the Expert Choice software.
Conclusion
The results of this study are consistent with the findings of many previous studies. Specifically, the role of economic investment, the importance of technological infrastructure, and the effect of education and awareness on the adoption of the Internet of Things has also been confirmed in the studies of Hossain et al. (2015), Zhang et al. (2021), Li et al. (2020), and Khan et al. (2019). Also, the impact of sanctions and legal problems on the development of this technology in Iran is consistent with the results of Wang et al. (2020). Studies such as Camarinha-Matos et al. (2009) and Sadeghi et al. (2020) also consider the role of organizational cooperation in the success of IoT-based businesses to be similar to the findings of this study.
According to the results of this study, one of the solutions used in the world in the field of IoT businesses and their development is the use of venture capitalists. Despite economic and political problems at the international level prevent the introduction of new technologies and the country's synchronization with them, a country like Iran, which has a large workforce of experts in various fields of information technology; however, needs to find new ways to improve its economy and its position in the international arena; therefore, the importance of the Internet of Things for a country like Iran is obvious and can play a role in all fields. On the other hand, West Asia and North Africa are currently the second largest Internet of Things market, which the UAE, Saudi Arabia and Turkey have taken over. While Iran can be a developer and play a decisive role in the heart of this region and earn significant profits and thereby bypass sanctions.
Iran also has the largest number of metropolises in the Middle East, in which cities such as Tehran, Mashhad, Isfahan, etc. are always struggling with optimal urban management. Becoming smart cities, using smart cars and home appliances connected to the Internet of Things can play a significant role in improving and preventing the problems caused by them.
One of the most important reasons given for the incorrect and late functioning of Internet-connected objects is the slowness in sending them in these fields. By developing smart networks based on the Internet of Things, such problems can be overcome.
Businesses and stakeholders should pay special attention to investing in information and communication technology infrastructure to be able to benefit from the benefits of the Internet of Things. Businesses themselves should pay attention to continuous research and development in the field of the Internet of Things to be able to keep up with rapid technological changes. Designing and implementing training programs for employees and users can help improve their awareness and capabilities in using the Internet of Things.
Creating and strengthening cooperation networks between businesses and different organizations can help exchange information and resources. Businesses should also pay special attention to collecting and analyzing customer feedback to be able to better identify their needs and improve their services. 

Abstract The purpose of this research is analyzing and localizing brand authenticity components in the healthcare industry. Aiming to propose a localized model, this study first identified 15 primary brand authenticity factors through a systematic literature review and qualitative content analysis utilizing NVIVO software. Subsequently, these factors were localized for the Iranian healthcare context through the Delphi method involving 12 academic and industry experts, resulting in 12 final validated factors, including transparency and honesty, strong brand legacy, existential originality, and brand sustainability and social responsibility. The findings indicate that the alignment between a healthcare organization's declared values and its actual performance serves as the fundamental basis for patients' perceptions of authenticity. By focusing on localized dimensions, this research offers a scientific framework for healthcare managers and policy makings to fundamentally transition from intuitive to evidence-based decision-making, thereby facilitating the strengthening of patients' networked trust and the enhancement of the therapeutic experience quality.

Abstract Abstract The aim of this research was to present a competitive advantage model with a leadership approach in the Iranian aviation industry. The present research is a mixed exploratory research. In this research, data was collected and research questions were examined using interview and questionnaire tools. Given that the present research is in two stages (quantitative and qualitative), the relevant population in the qualitative dimension includes experts such as senior managers and consultants of the Civil Aviation Organization of Iran as well as university professors, selected to saturation. In the quantitative dimension, the statistical population includes executive managers, department heads, consultants and employees of the Civil Aviation Organization of Iran, 620 people altogether, of whom 237 were selected by the Morgan table using simple random sampling. Based on the interpretive structural technique (ISM), the results showed that having a suitable network and scope of air, flight and airport services in the country, the possibility of sharing technology for the production of modern aircraft, the technical and technological capabilities of the industry for leadership, having a strategic management attitude and capabilities for the industry for leadership, having experience in joint cooperation with international consultants, companies and governments, the desire to lead in government officials and industry decision-makers, commitment to strategic plans in industry managers for leadership, learning, ability to adapt and foresight in the aviation industry for leadership, having skills and expertise in managers and human resources in the industry for leadership, the number and composition of the air transport fleet and having coherent, integrated and strategic marketing and branding plans in the industry have the greatest influence on the competitive advantage for leadership among the variables. Introduction The aviation industry, as one of the vital pillars of the economic and social development of any country, plays a significant role in facilitating communications, trade, tourism, and the movement of people. In Iran, despite its geographical and strategic potential, this industry faces numerous challenges, including fleet obsolescence, international sanctions, and weak infrastructure. In the meantime, creating and maintaining a sustainable competitive advantage for domestic airlines, especially with a pioneering approach, seems essential (Alavi et al., 2020). One of the prominent models in the field of competitive advantage is Porter's theory, which introduces three general strategies for gaining competitive advantage (butt et al., 2022): cost leadership, differentiation, and focus. In the meantime, the differentiation strategy by providing unique and high-quality services can be considered as a suitable approach for Iranian airlines. By focusing on the specific needs of customers and providing services that are different from competitors, this strategy can lead to creating a sustainable competitive advantage (Summerville et al., 2020). On the other hand, according to the theory of first-mover advantage, in many industries, including the aviation industry, where there is the possibility of strategic management of organizational resources in order to be the best, providing innovative specialized services increases efficiency, that is, along with the increase in innovative services, the ability to obtain economies of scale also increases, leading to a reduction in the cost of providing services and, so to speak, being the best in the industry (lo et al., 2020). One of the most important reasons for the backwardness of the Iranian aviation industry is the lack of development of commercial systems in transportation activities. The lack of a professional commercial aviation system in the aviation industry and the existence of the charter mafia and the black market are one of the major commercial problems in the field of air transportation. However, according to the 1990 diamond porter model, the proper design, application, and implementation of competitive advantage models can bring positive results to the industry, the most important of which are (Summerville et al., 2020): exceptional ability to obtain information from the organization's environment; exceptional ability to respond appropriately to environmental information and challenges; ability to learn quickly and discover new and potential customers; improving the level of business/marketing awareness - which mainly collects and analyzes information from customers, suppliers, etc.; improving the level of awareness of the situation of competitors - which focuses on issues such as pricing policies, substitute services, and competitor development policies; improving the level of technological and technical awareness - which deals with basic and applied research, processes, and norms, and the promotion of new technologies for providing services; improving the level of strategic and social awareness - which deals with issues such as laws, financial and tax issues, political and economic issues, and social aspects and human resources. Accordingly, the question arises: What is the competitive advantage model with a leadership approach in the Iranian aviation industry? Theoretical Framework Technical and Technological Capabilities and Infrastructure Technical and technological capabilities are considered to be the main pillars of competitive advantage in the aviation industry. With rapid advances in technology, airlines can increase their productivity, reduce costs, and provide a better experience for passengers. The use of artificial intelligence and Internet of Things systems to optimize flight operations and predict maintenance needs increases efficiency and reduces costs (Awamleh et al., 2021). Strategic Management and Leadership Strategic management and leadership play a decisive role in industrial leadership. Strategic planning, optimal resource management, and the organization's ability to learn and adapt to environmental changes are key factors in creating sustainable competitive advantage (Hamadamin et al., 2019). Airlines that have clear and coherent strategies are able to manage costs, increase operational efficiency, and improve their performance in a competitive market. Human Resources and Skills Development Highly skilled and specialized human resources are one of the main pillars of industrial leadership. Developing human capital through education, research, and succession planning increases the organization's efficiency and ability to adapt to environmental changes (Alfawaire Alfawaire et al., 2021). Organizations that continuously develop their human resources are able to create sustainable competitive advantage and perform better in a competitive market (Torres et al., 2019). International Networks, Markets, and Communications International networks and communications are key factors in creating and maintaining competitive advantage. Active presence in international markets, establishing cooperation with foreign companies and institutions, and adopting internationally oriented approaches increase access to resources, technology, and new markets (Cavusgil et al., 2014). Organizations that have extensive and sustainable relationships with international partners are better able to respond to market changes and global competition. Infrastructure and organizational resilience Operational infrastructure and organizational resilience play an important role in maintaining and developing competitive advantage. Investment in modern equipment and technologies, optimal information management, and strategic planning increase organizational efficiency and reduce vulnerability to environmental changes. Organizations with strong infrastructure are able to maintain their performance in adverse conditions and exploit market opportunities (haseeb et al., 2019). Research Background Abdulwase et al. (2024) conducted a study titled “The Role of Business Strategy in Creating Competitive Advantage”. The findings showed that business strategy plays a vital role in creating competitive advantage and increasing market share. Also, the organization’s market was affected by a strategy with a desirable quality. Kashefarzaagh et al. (2024) conducted a study titled “The Effect of the Brand of Islamic Azad University, Electronics Branch on Competitive Advantage with the Mediating Role of Positioning and Market Orientation”. The findings confirmed the effect of audience recognition of the brand on positioning and market orientation and the effect of these two variables on competitive advantage. Research Methodology This research is applicable in terms of purpose, and qualitative-quantitative approach. Considering that the present research is in two stages, (quantitative - qualitative), the research community is different in both dimensions; in the qualitative dimension, the relevant community includes experts such as senior managers and consultants of the Civil Aviation Organization of Iran and university professors, selected to saturation; and in the quantitative dimension, the statistical community includes executive managers, department heads, consultants and employees of the Civil Aviation Organization of Iran, totaling 620 people, of which 237 people were selected by the Morgan table using simple random sampling. Research Findings The findings of the present study showed that the capabilities of research and development and investment for leadership in the aviation industry, learning, ability to adapt and foresight of the aviation industry for leadership, the possibility (ability) of sharing technology for the production of modern aircraft, management of income and costs in the industry for leadership, having experience in joint cooperation with international consultants, companies and governments, having skills and expertise in managers and human resources in the industry for leadership, forming a comprehensive database (customer, product, service and market) with a high level of safety for the industry, the number and composition of the air transport fleet, the existence of educational and research centers in accordance with international standards for the development and replacement of technical and staff forces in the industry and having coherent, integrated and strategic marketing and branding programs in the industry are at the eighth level of the competitive advantage model with a leadership approach. Also, managerial stability in the industry is at the first level of this model, which interacts with political and economic stability in the country and restrictions on the transfer of specific technology and the import of new aircraft due to sanctions conditions. Conclusion The results of the study showed that leadership in the Iranian industry is mainly based on internal and organizational capabilities. Technical capabilities, human resources, strategic management and organizational infrastructure are the basis for creating and maintaining competitive advantage. Unlike some studies that highlight macro-political and economic factors, the present findings showed that long-term success depends more on innovation, organizational skills and the use of technology, which is in line with the research of Teece (2007), Porter (1985), and Awamleh et al. (2021). The results showed that the breadth and quality of the domestic and international service network play an important role in industry leadership. Awamleh et al. (2021) and Santos et al. (2024) have also shown that an extensive operational network increases productivity and customer satisfaction. The results showed that a competitive position in the global market increases the organization's ability to exploit international opportunities and reduce environmental risks. Porter (1985) and Teece (2007) have also shown that a strong presence in global markets facilitates access to new resources and technologies, and the present findings are consistent with these studie. The results showed that the development of technical and technological capabilities improves the operational performance and efficiency of the organization and provides the basis for creating competitive advantage. Awamleh et al. (2021) and Santos et al. (2024) have also emphasized that investment in technology and technological infrastructure provides the basis for competitive differentiation and increased productivity, and the present findings are consistent with these studies. Studies by Hamadamin et al. (2019) and Mahdi et al. (2019) have also emphasized that effective strategic management increases productivity, resource coordination, and rapid response to environmental changes. The results showed that adopting an international approach increases access to new technologies and markets and strengthens the organization in global competition. Cavusgil et al. (2014) have shown that companies that are internationally oriented have a better ability to exploit opportunities and reduce risks. The results showed that the desire and motivation of government officials and decision makers to lead facilitates the implementation of strategies and creates institutional support. Research by Mahdi et al. (2019) has also stated that the support of key decision makers for strategic plans facilitates the successful implementation of strategies and the consolidation of competitive advantage. The results showed that the commitment of managers to the implementation of strategic plans causes the continuity of activities and strengthens competitive advantage. Hamadamin et al. (2019) have shown that the commitment of managers to strategies reduces internal conflict, and increases resource coordination and productivity. The results showed that investment in R&D and innovative capabilities provides the basis for leadership and competitive advantage. Awamleh et al. (2021) and Santos et al. (2024) have also emphasized that continuous investment in R&D leads to sustainable innovation and strengthening competitive position.

Abstract Abstract The aim of the present study is to design a sustainable business model based on circular economy in the Iranian oil industry. This study is applicable in terms of purpose, and mixed in terms of implementation (qualitative-quantitative). The research community in the qualitative section includes 12 experts, based on snowball sampling, and the statistical community in the quantitative section includes 220 experts, managers, and specialists active in subsidiaries of the National Iranian Oil Company, universities, and research centers related to the oil industry and the environment. Data collection was carried out using semi-structured interviews and questionnaires. Data analysis was performed using meta-synthesis in the qualitative section and PLS in the quantitative section. The results in the qualitative section showed that 142 basic themes were categorized into 34 organizing themes and 11 overarching themes. The overarching themes are: diversification strategy, smart production and operations, strategic collaboration and partnership, value creation, resource management, risk management and resilience, dynamic capabilities, sustainability culture, innovation and technology, flexibility and organizational, establishment of international standards and requirements. The results in the quantitative section showed that all the identified factors were confirmed and the desirability of the extracted model was also confirmed. According to the research findings, the general management suggestion is that policymakers and oil industry managers establish and institutionalize the principles of the circular economy in all parts of the oil value chain by developing a comprehensive strategic framework. Introduction Sustainability has increased significantly in recent years. To move towards sustainability, industries and companies need to look at everything from a holistic perspective and in order to understand the interplay between economic growth and environmental and social sustainability (Sari et al., 2024). The one-dimensional business approach to developing institutions and business units and increasing profits without considering their surrounding environment has led to negative environmental consequences such as climate pollution, global warming, reduction in animal and plant diversity, and others (Antony et al., 2023). Given the emergence of such issues, many researchers and experts believe that business units must consider measures that take into account not only the interests of shareholders, but also the interests of other stakeholders such as employees, suppliers, customers, government, non-governmental organizations, and even the environment, in order to ensure their survival in society. Such businesses are considered sustainable enterprises that, in addition to maintaining their activities at a profitable level, consider the limitations of the socio-ecological system of which they are a part (KHayatian Yazdi et al., 2016). The circular economy is a two-dimensional approach to the industrial economy that aims to recycle industrial waste to protect the environment and achieve a sustainable economy. The circular economy is more than recycling. The linear economy uses materials and ultimately throws them away. However, the circular economy seeks all the options available in this chain so that the least resources are used initially and these resources and materials have the greatest circulation in the economy, and as a result, the most added value is extracted from them during consumption, and finally the products are revived or recycled (Gomez et al., 2024). Circular business models can be defined as those that make the loops smaller, smaller, slower, denser, and dematerialized (raw materials) in order to minimize the input and output sources of waste and energy leakage. Replacing the current linear economic model with a circular economy model not only saves costs, but also significantly reduces the negative impacts of industries on the natural environment. This is why the circular economy has attracted increasing attention as one of the strongest and most recent steps towards a sustainable economy (Hengyu et al., 2019). Aiming to fill this gap, this research seeks to answer the main question: “How is a sustainable business model based on a circular economy designed in the Iranian oil industry?” Theoretical Framework Business Sustainability Business sustainability refers to the ability of an organization or company to continue its activities in the long term, while maintaining a balance between economic success, environmental protection and promotion of social welfare. In fact, business sustainability means continuing to be financially, environmentally and socially acceptable (Hina et al., 2024). Circular Economy A circular economy is an economic system that aims to minimize waste and maximize resource use. This regenerative approach contrasts with the traditional linear economy approach, in which the production model is “receipt of raw materials, production, and disposal.” In a circular system, input resource consumption, output waste, and energy loss are minimized by closing or shrinking material and energy loops. These goals can be achieved in the long term through design, maintenance, repair, reuse, reproduction, and recycling (Marina et al., 2019). Torabi et al. (2024) conducted a research. The results showed that the meta-synthesis method was obtained in the form of a comprehensive questionnaire, which was approved after screening by the fuzzy Delphi method in two stages, to provide the main research question, which is the circularization of the industrial innovation process in 4 stages and 12 dimensions based on the circular economy as an effective framework for expanding the results in line with the sustainable development goals in this research. The results of this study can be a basis for operationalizing circular economy strategies in the industrial innovation ecosystem and lead to new innovation opportunities in industrial organizations, especially start-ups. Colabi (2020) examined the modeling of factors affecting business model sustainability. It has been stated that the factors affecting business model sustainability are innovation, shared value creation, participatory leadership, economic factors, and corporate governance, respectively. Research Methodology This study is applicable in terms of purpose, and mixed (qualitative-quantitative) in terms of implementation. The research community in the qualitative section includes 12 experts, based on snowball sampling, and the research statistical community in the quantitative section includes 220 experts, managers, and specialists active in subsidiaries of the National Iranian Oil Company, universities, and research centers related to the oil industry and the environment. Data collection was carried out using semi-structured interviews and questionnaires. Research findings Data analysis in the qualitative part is meta-synthesis method, and in the quantitative part is PLS. The results in the qualitative part showed that 142 basic themes were categorized into 34 organizing themes and 11 overarching themes. Overarching themes include: diversification strategy, smart production and operations, strategic collaboration and partnership, value creation, resource management, risk management and resilience, dynamic capabilities, sustainability culture, innovation and technology, flexibility and organizational, establishment of international standards and requirements. The results in the quantitative part showed that all identified factors were confirmed and the desirability of the extracted model was also confirmed. According to the research findings, the general management suggestion is that policymakers and managers of the oil industry establish and institutionalize the principles of circular economy in all parts of the oil value chain by developing a comprehensive strategic framework. Conclusion The present study was conducted with the aim of designing a sustainable business model based on circular economy in the Iranian oil industry. The findings of this research are in line with studies such as Mattera et al. (2021), Leal et al. (2024), Torabi et al. (2024), Colabi (2020), Sharafi et al. (2019), Tunn et al. (2019), Meike et al. (2018), Angus&Nancy (2018), Maghsoudi (2017), Parsapour et al. (2017), KHayatian yazdi et al. (2016), Benzazoua et al. (2015), and Regasa (2015) that emphasize the role of strategic collaboration and sustainable innovation in circular business models. However, while Western studies mainly focus on technical recycling or supply chain optimization in open environments, this research shows that in the context of sanctions and the monopolistic structure of the Iranian oil industry, factors such as energy diversification and ethical value leadership become more important. This shows that the circular economy in sanctioned countries is not only a technical-environmental issue, but also a survival strategy. The presence of “risk management and resilience” as one of the key factors is a reflection of the structural instability of the Iranian business environment. 

Abstract This study aimed to design an optimal symbiosis model of artificial intelligence and human capital in the delivery of urban services for the municipalities of Sistan and Baluchestan Province. The research was conducted in two phases: qualitative and quantitative. In the qualitative phase, document analysis, interviews, and the Delphi technique with the participation of 20 experts were employed to explore and develop the initial model. The software used in this phase was MAXQDA. In the quantitative phase, data were collected from 300 employees of the province's municipalities using a researcher-developed questionnaire, the validity and reliability of which were tested and confirmed, and subsequently analyzed through structural equation modeling. The findings indicated that the final research model enjoys a good fit and comprises six main constructs: contextual factors, AI components, human capital components, mediating factors, symbiosis strategies, and desirable outcomes. The strongest relationship in the model was observed between contextual factors and AI components, with a path coefficient of 0.98. This research offers a localized model for optimizing human-AI collaboration in the municipalities of underprivileged regions.

Abstract Abstract
The aim of this research is to present a study and analysis of consumer behavior through social media analytical models to improve reverse logistics decisions. The research method is fundamental and applicable research in terms of its purpose, and descriptive-survey in terms of research method. The statistical population of the study is SAMSUNG mobile phone users. To analyze the findings, first programming for social media data through word labeling using LAD, word stemming with Porter STEMMER, data feature identification, and in the case of website and Instagram data; entity identification with NER, stop word removal, latent dirichlet thematic modeling, word classification based on determined keywords, and finally analyzing the sentiments of SAMSUNG mobile phone users with the Naive Bayes algorithm was carried out. The findings showed that sentiment analysis has a positive effect on reverse logistics decisions. By providing real-time insight into customer sentiment, it helps managers and decision makers identify potential issues and facilitate rapid resolution. In addition, sentiment analysis helps predict demand, increase resource allocation, and improve overall operational efficiency. By incorporating sentiment analysis into the reverse logistics decision-making process, organizations can gain a competitive advantage by understanding and responding appropriately to customer sentiment.
Introduction
Anything that allows users to participate, create, and share information from anywhere is a social media (Berthon et al., 2012). Looking at the breadth of research conducted in various sciences, the importance and role of social media in various product-oriented and service-oriented industries cannot be denied (Garant, 2017), because this platform directly and indirectly affects user behavior or the way they make decisions (Schivinski & Dabrowski, 2016). Today, users' interactive behaviors on social media have become an important source and influence on marketing activities in various businesses.
The availability of interactive tools such as mobile phones, tablets and personal computers, along with the wide variety of social media, has made it possible to make user experience and information available to others in the shortest possible time. Companies (or organizations) obtain this information through the most important competitive analysis techniques in social media, including text mining, trend analysis, sentiment analysis, opinion analysis and visualization techniques, which are used to discover hidden concepts and patterns in large volumes of data (Kim et al., 2016). Collecting data on social media and analyzing data to help decision makers address specific problems refers to social media analytics (Lee, 2019).
In the era of information and electronic communications, all mobile phone manufacturing companies are also subject to challenges such as changing customer expectations, expanding competition, technological advances, and extensive economic, social, demographic, cultural, etc. developments, and must choose strategies to continue their lives in turbulent markets. The huge popularity of social media, especially mobile phones, in recent years has attracted more attention from society and, with the large volume of user-generated content, including their opinions, feelings, and experiences, has become one of the most important and up-to-date sources of information for manufacturers, suppliers, consumers, and other active factors in the economy and industry, and has brought new opportunities and challenges to organizations (Kim et al., 2016; Zarco et al., 2019). Social network analysis and big data confront today's digital world with issues that it has not encountered before. The influx of information allows businesses to better understand customer behavior and purchasing patterns. However, the benefits of big data go beyond these issues and can help scientists solve global issues (Talón et al., 2018). With the growing world population and ever-increasing technologies, more electronic devices are being produced than ever before (Balde et al., 2017) and recently, more than 145,000 tons of natural resources - some of which are very scarce - are consumed each year to produce mobile phones (Statista, 2020). Considering the above, the main research question is as follows: How can consumer behavior analysis through social media analytics models improve reverse logistics decisions?
Theoretical Framework
Social Media
Social media are websites and services that shape users' social connections in the form of user-generated content; they are sharing their content in small and large groups (Marwick & Boyd, 2014).
Reverse Logistics
Reverse logistics is the process by which manufacturers receive their previously shipped products from end consumers or recipients for re-sending to another customer, recycling, remanufacturing, repair, or disposal. The principles of reverse logistics will increase customer service and loyalty, restore the value of assets faster, improve customers' mental image of the brand, better communication with shareholders, increase personal motivation, and ultimately achieve the organization's sustainable vision and goals (Eidi & Rezaei, 2017).
Mohades deilami et al. (2021) studied the presentation of an intelligent model for multi-faceted recognition of user personality using deep learning methods. They combined the sand convolutional neural network with the Adabost model for data classification so that they could classify the experimental data that were classified with errors in the second stage of classification with higher accuracy by assigning an alpha coefficient. The proposed model was tested on two datasets, ISIS and YouTube; and based on the results obtained, the proposed model has higher accuracy than other existing methods on both datasets.
Mohammadi & Khalaj (2021) studied the presentation of a model for opinion mining at the document feature level for hotel user reviews. The results showed that the proposed method performed better than the basic methods based on sentiment dictionaries on this dataset, and the accuracy, precision, recall, and F-criterion evaluation criteria using the proposed method were 65, 94, 53, 94, 89, 93, 17, and 95, respectively. The diversity of ways in which customers engage with brands through social networks has become a challenge for brand managers; such as how social networks are used with a strategic approach and how much content should be produced so that company-customer interactions lead to value creation for the organization.Research Methodology
The research method is fundamental and applicable in terms of research method, and descriptive-survey. The statistical population of the study is: SAMSUNG mobile phone users.
Research Findings
To analyze the findings; first, by programming for social media data through word tagging using LAD, word stemming with Porter STEMMER, data feature identification, and in the case of website and Instagram data; entity identification with NER, stop word removal, Latent Dirichlet thematic modeling, word classification based on determined keywords, and finally analyzing the sentiments of SAMSUNG mobile phone users with the Naive Bayes algorithm was carried out. The findings showed that sentiment analysis has a positive effect on reverse logistics decisions. By providing real-time insight into customer sentiments, it helps managers and decision makers identify potential issues and facilitate quick resolution. In addition, sentiment analysis helps to predict demand, increase resource allocation, and improve overall operational efficiency. By incorporating sentiment analysis into the reverse logistics decision-making process, organizations can gain a competitive advantage by understanding and responding appropriately to customer sentiment.
Conclusion
The present study aimed to provide a review and analysis of consumer behavior through social media analytical models to improve reverse logistics decisions. The results of this study are consistent with the results of Shahsavandi et al. (2025), Mashhadizadeh et al. (2024), Ghanbarian et al. (2023), Hahighhinia et al. (2021), Malekakhlagh et al. (2021), Mohades deilami et al. (2021), Mohammadi & Khalaj (2021), Ahmadia et al. (2020), Abdul Waheed et al. (2019), Zhang et al. (2019), and D. Xue et al. (2018). Hahighhinia et al. (2021) showed that a number of units were jointly efficient by implementing the CCR and BCC models at the levels of organizational activity and audience response; but other units were also identified as efficient by implementing the BCC model. Then, using hyperefficiency analysis, the efficient units were ranked. Finally, inefficient units in each of the social networks are identified and appropriate strategies are proposed to improve the performance of the inefficient units. This model will help media managers to identify their inefficiency compared to competitors and become an efficient unit.

Abstract Abstract The aim of the present study was to provide a comprehensive model for international entrepreneurship in ECO member countries. A mixed research method was used: in the qualitative part, data were collected and analyzed using systematic data-based theory and interviews with 15 academic and executive experts (until theoretical saturation). In the quantitative part, 323 managers were selected from 2035 managers of knowledge-based companies in the Export Development and Technology Exchange Corridor by random sampling. The data collection tool included semi-structured interviews and a questionnaire based on qualitative findings. The validity of the tools was confirmed by experts and reliability was confirmed with Cronbach's alpha. Qualitative data were analyzed with MAXQDA software and three-stage coding, which resulted in the extraction of 356 primary codes, 79 open categories, 16 axial categories, and 5 selected categories. In the quantitative part, factor analysis and structural equations were conducted with AMOS. The findings showed that the international entrepreneurship model in ECO is based on multi-level convergence (macro, meso, and micro). Its main components include contextual factors (regional capacity building), causal factors (strategic context building), intervention factors (challenge management), strategies (operational framework), and consequences (sustainable development). This model can help policymakers, economic institutions, knowledge-based companies, and small, medium, and large companies enter global markets and pave the way for creating a sustainable competitive advantage and transforming ECO into an Asian innovation hub. Introduction International entrepreneurship, as the process of forming and expanding innovative economic activities across national borders and taking advantage of global opportunities, has become one of the main engines of economic growth in the world in recent decades (Chukwuka et al., 2024). The Economic Cooperation Organization (ECO), as a regional pact consisting of countries with common historical, cultural and geographical ties, has extensive capacities in the fields of trade, investment and knowledge transfer. With a population of over half a billion people and rich natural and human resources, these countries can provide an important platform for the expansion of international entrepreneurship. However, existing studies show that despite the existence of many opportunities, obstacles such as weak institutional coordination, limited access to capital, ineffective support policies, insufficient use of new technologies, and lack of regional entrepreneurial networks have prevented the full realization of the international entrepreneurial potential in the ECO region (khan, 2024). The ECO organization was initially founded in 1985 by Iran, Turkey, and Pakistan, and with the accession of seven other countries in 1992, it became a regional institution with the prospect of economic cooperation, infrastructure development, and facilitation of trade exchanges (abbas, 2024). Despite such capabilities, the growth of international entrepreneurship in ECO has faced serious obstacles; Complex bureaucracy, financial constraints, difficulty in accessing global markets, and sanctions have prevented the full use of potential (Montiel, 2023). Past research also shows that factors such as a strong business environment, effective support policies, the use of new technologies, and the capabilities of entrepreneurs are essential conditions for success in this direction (Deakins et al., 2024). However, the role of local culture and values, the effect of national policies, and how to integrate new technologies in a regional framework have still received less attention (Nazari et al., 2024). On the other hand, the geopolitical and economic conditions of these countries are such that entrepreneurial cooperation can not only improve the level of economic interactions in the region, but also play a role in increasing their economic resilience and socio-political convergence. Thus, providing a comprehensive and localized model for the development of international entrepreneurship in ECO member countries is an undeniable necessity; a model that can encompass both structural factors (such as policies, laws, and infrastructure) and behavioral factors (such as entrepreneurial culture, innovation, and risk-taking) and provide practical and efficient solutions by considering common characteristics and differences between member countries. Examining these obstacles and identifying key success factors can pave the way for providing a local and efficient model for the development of international entrepreneurship in the ECO region. Therefore, the research question is: What model can explain the key and effective dimensions of international entrepreneurship in ECO member countries and pave the way for the sustainable development of the region?  Theoretical foundations Entrepreneurship and economic growth Entrepreneurship is recognized in the economic development literature as one of the most important engines of growth and innovation. This phenomenon creates economic and social value by identifying new opportunities, organizing resources, and creating innovative businesses, and provides a platform for the dynamics of economic systems (Callegari, 2024). At the international level, entrepreneurship takes on more complex dimensions, because entrepreneurs are forced to face institutional, political, and cultural diversity in addition to economic factors. Accordingly, “international entrepreneurship” as an interdisciplinary field in management, economics, and social sciences, focuses on the process of identifying and exploiting cross-border business opportunities (Zahra & George, 2017). In other words, at the international level, this concept becomes important when entrepreneurs operate in diverse political, economic, and cultural environments and are forced to adapt to the institutional and structural differences of different markets (Zahra and George, 2017). Having its roots in internationalization discussions (Tolstoy, 2024), international entrepreneurship, is known as a tool for exploiting cross-border opportunities and creating competitive advantage. Doozandeh Ziabar et al., (2024) studied the presentation of a social entrepreneurship model in rural tourism development in a tourism target village in Guilan province. The statistical population of the study included 10 managers, experts, and university professors in the field of tourism, selected through purposive sampling. The results of the qualitative questionnaire and open interviews with sample members were analyzed after taking notes and transferring them to the system using the data-driven method and through coding and Max Quda software, and the output and final model were reported. The results showed that traditional tourism entrepreneurship follows a capitalist approach. Shahzad et al. (2024) studied "International Entrepreneurship Antecedents and the Role of Emerging Technologies in Achieving Sustainable Development Goals". This research is applicable in terms of purpose, and quantitative in terms of approach; the data were analyzed using PLS-SEM techniques in SmartPLS 4 software. The findings showed that key antecedents of international entrepreneurship significantly affect sustainable development and emerging technologies play a mediating role between antecedents and sustainable development. Research Methodology This research was conducted with a mixed approach (modern hybrid) and in two qualitative and quantitative stages. In the qualitative part, systematic data-based theory was used and the statistical population included academic and non-academic experts in the field of international entrepreneurship. Purposive sampling continued until theoretical saturation was reached, and a total of 15 semi-structured interviews were conducted. Qualitative data were collected through in-depth interviews, observation, and review of scientific documents, and then analyzed. In the quantitative part, the data collection tool was a researcher-made questionnaire with a five-point Likert scale. The reliability of the questionnaire was confirmed by Cronbach's alpha test and its validity was confirmed through content validity and construct validity. Finally, structural equation modeling was used to test the research hypotheses using Amos software. Research findings By presenting a local model of "entrepreneurship development based on multi-level convergence", the present study showed that institutional coordination, regional networking, and empowerment of entrepreneurs at three macro, intermediate, and micro levels connect regional capacities in an integrated manner. Contextual factors such as policies, entrepreneurial culture, technological infrastructure and international cooperation provide the foundation for entrepreneurial development, while administrative barriers, legal restrictions and cultural differences pose challenges. Research innovations include the “interactional model of natural resources”, the “dual role of family relationships”, and the “multi-layer model of administrative barriers”. Proposed strategies target the development of infrastructure, cross-border cooperation networks, and the promotion of individual capabilities. The consequences include increased innovation, economic growth and the creation of job opportunities, and social welfare.  Conclusion The present study, with the aim of analyzing the development of international entrepreneurship in the ECO region, has presented an indigenous model called “Entrepreneurship Development Based on Multilevel Convergence”. The findings show that multilevel convergence, including institutional coordination, regional networking and empowerment of entrepreneurs, plays a central role in strengthening international entrepreneurship and connects regional capacities in an integrated manner at three levels: macro (regional policy-making and governance), meso (inter-organizational networks) and micro (individual skills and capabilities). These results are consistent with the findings of Morris (2024) and O’Connor (2023), who have emphasized the importance of institutional frameworks and cooperation networks in the growth of regional entrepreneurship. The analysis of the research context showed that contextual factors including supportive policies and laws, entrepreneurial culture, technological infrastructure and international cooperation are the foundation for the formation of international entrepreneurship in the ECO region. Cultural and historical commonalities, shared natural resources and economic diversity of countries, especially in the completion of the value chain, play both facilitating and challenging roles. Innovative findings of the research include the “interactive pattern of natural resources” and the “dual role of family relationships” that simultaneously act as an advantage and a constraint in the entrepreneurial process. These results are in line with the studies of Khan et al. (2024) and Zocchla (2024) that have highlighted the importance of contextual capacities in regional entrepreneurship. On the other hand, intervening conditions including administrative and bureaucratic challenges, legal and policy constraints and cultural and social barriers were identified. Lengthy company registration processes, lack of legal transparency, sudden policy changes, language differences, and limited role of women are examples of the main barriers. By introducing the “multi-layered model of administrative barriers” and providing an integrated framework for managing these challenges, this study has provided practical solutions to reduce their negative effects, and is consistent with the findings of Esmaeilpour et al. (2020), Khosravi (2023), and Navi (2025). Entrepreneurship development strategies in the ECO region focus on three main axes: strengthening legal frameworks and supportive policies, developing common technological and economic infrastructure, and expanding cross-border cooperation networks. Tools such as tax exemptions, joint technology parks, digital platforms, and holding regional conferences facilitate entry into entrepreneurial activities and increase the capacity for synergy among entrepreneurs in member countries. Research innovations include the design of a “regional entrepreneurship policy model at three levels”, a framework for measuring the effectiveness of shared technological infrastructures, and the development of a “smart networking model among regional entrepreneurs.” The consequences of international entrepreneurship development in the ECO region include two dimensions: economic and social. From an economic perspective; increased innovation, GDP growth, and technological export promotion are observed, and from a social perspective; the creation of job opportunities for youth and women and the improvement of general welfare indicators are significant. These results are in line with the findings of OECD (2023) and Economic Development Bank (2022), which have emphasized that regional entrepreneurship can lead to sustainable economic and social growth.

Abstract Abstract The aim of the present study is to classify the factors of identity commodification in light of the expansion of social networks in Iran with a futures research approach. The present study is applicable in terms of its purpose; descriptive in terms of its data collection method, and exploratory in nature. The statistical population of the study includes 21 prominent Iranian academics and experts in the field of social networks and communication sciences. These individuals have excellent academic knowledge and work backgrounds and experiences. The sampling method in this study is purposeful. The data collection tool is a semi-structured interview and a questionnaire. The MICMAC method was used to analyze the findings, and in line with futures research, interaction analysis and scenario building methods were used. After in-depth interviews with experts, 22 categories were identified in six dimensions; the cultural planning variable was identified as the most influential component or variable, followed by the education component in second place. The third place in terms of impact in the direct impact matrix is ​​related to the variable of improving social skills, while in the indirect impact matrix this position belongs to the variable of self-interest. In the scenario section, 7 scenarios were identified, which are: changes in lifestyle, strengthening communication, advertising, creating a new identity, personal and behavioral factors, educational-skill factors, cultural factors, international and political factors, technological factors, and social factors. Introduction The rapid development of digital technology has changed the lives of people in various fields (Prabowo et al., 2020). The emergence of information technology has created major changes in global markets. Information technology gives all people in the world the opportunity to engage in virtual business via the Internet, and also enables them to communicate with people around the world (Hosseini et al., 2022). New information and communication technologies have given individuals and societies new identities in new forms by enabling the emergence of a networked society (Sohrabi et al., 2021). The spread of new technologies has been accompanied by the formation of virtual spaces; with a different identity and function than the tangible spaces of the past, that rewrite the values, concepts, and beliefs of the past in a way (Moharbi et al., 2023). The concept of "identity" is not a new issue and has been preoccupying humans for a long time. However, not only has it not become outdated, but it is also considered the most important concern of modern humans. This concept is one of the most abstract and complex concepts; so that "it is difficult to find a common agreement on the formation of this concept" (Wibowo et al., 2021). Identity in today's societies is not a fixed and predetermined data, but rather has a fluid form that must be constructed and revised at different times. The processes of rationalization and disenchantment, which began in previous centuries, have led to the decline of traditional values, the weakening of traditional authorities, and the increasing multiplicity of value domains. The result is uncertainty and a kind of cultural abandonment that leads to the collapse of traditional foundations of identity. (Kohestani et al., 2024) But having a coherent and specific identity is a human need. This need is no longer given to the individual in advance, but the task of constructing it is the responsibility of the individual himself. In other words, personal identity in late modernity becomes a project that must be “constructed in a reflective way. But this task must be carried out in the midst of an astonishing diversity of choices and possibilities” (Sharifi et al., 2023). Social media are a new generation of social relations space and, although not very old, they have managed to find their place in people’s lives. People's alignment with social media has intensified in recent years; and this has continued to increase with the spread of the coronavirus. So much so that today it is very difficult to imagine life without virtual networks and virtual social communication tools, and this human dependence has caused some people to use these tools to offer their products, productions, and services (Sharifi et al., 2023). Therefore, the main question of the present study is: what is the leveling of the factors of commodification of identity in light of the expansion of social networks in Iran with a futures research approach? Theoretical Framework Social Identity Social identity refers to the characteristics that distinguish a society from others. This category, which has undergone major changes with the entry of virtual social networks, is more important in relation to young people than any other group; because youth is the stage of developing an independent identity and gaining independence. Social identity influences young consumers' actions towards brands in a two-way interaction with social media (Sharifi et al., 2023). Kohestani et al. (2024) conducted a study entitled “Fame on Social Networks: A Study on the Why and Consequences of Becoming Famous on Instagram” by conducting in-depth interviews with a qualitative approach. The findings from the interviews include 6 main themes and 12 sub-themes. The results of this study indicate that generating income and acquiring economic capital, a shortcut to success, and an opportunity to be seen and heard are among the main reasons for users to seek fame on Instagram, which lead to consequences such as standardization of taste, consumerization of daily life, and transformation of values ​​and norms in society. Zand et al. (2023) conducted a study entitled; The Effect of Using Social Networks on the Social Identity and Job Performance of Employees of the Tehran Municipality Sports Organization, which showed that the use of social networks has an effect on the social identity and job performance of employees of the Tehran Municipality Sports Organization.  Research Methodology The present study is applicable in terms of its purpose, descriptive of survey type in terms of data collection method, and exploratory in terms of nature. The statistical population of the study includes 21 prominent Iranian academics and experts in the field of social networks and communication sciences. These individuals have high-level academic knowledge and work experience. The sampling method in this study is purposive. The data collection tool is a semi-structured interview and a questionnaire.  Research findings The MICMAC method was used to analyze the findings, and in line with future research, interaction analysis and scenario building methods were used. After in-depth interviews with experts, 22 categories were identified in six dimensions; the cultural planning variable was identified as the most influential component or variable, followed by the education component in second place. The third place in terms of impact in the direct impact matrix is ​​related to the improvement of social skills variable, while in the indirect impact matrix this position belongs to the profit-seeking variable. In the scenario section, 7 scenarios were identified, which include: changes in lifestyle, strengthening communication, advertising, creating a new identity, personal and behavioral factors, educational-skill factors, cultural factors, international and political factors, technological factors, and social factors.  Conclusion The present study aimed to classify the factors of identity commodification in light of the expansion of social networks in Iran with a futures research approach. The results of this study are consistent with the results of Kohestani et al. (2024), Zand et al. (2023), Sharifi et al. (2023), Tavani et al. (2022), Asgharpourmasouleh & Davari (2022), Dwivedi et al. (2023), Nafees et al. (2021), Katherine Cao (2020), and Cirklová (2020). Tavani et al. (2022) showed that factors related to users' identity include: self-reflection and the growth of reflective thinking, interactions and communications on Telegram and Instagram, the experience of disorientation in time and space, the experience of anxiety and trust, the experience of freedom, individual independence and the power of idealism, the communicative transformation of controllability and insecurity. The main and final concept is the power of direction, which expresses the role-playing and power of action of the user in cyberspace compared to the real world, and the user can simultaneously experience diverse and sometimes contradictory roles and functions, which is due to the user's power of direction in the social network.

Abstract The aim of this study is to develop a framework for implementing demand-driven, AI-enabled business intelligence in the apparel industry. The study is applied in purpose and adopts a mixed-methods design (qualitative–quantitative). In the qualitative phase, 17 university faculty members, domain experts, sales specialists, apparel industry managers, and AI specialists were selected through purposive sampling. In the quantitative phase, 384 managers, senior experts, data analysts, supply chain managers, and information technology specialists in the apparel industry were recruited using cluster random sampling. Data were collected via semi-structured interviews and a questionnaire. Qualitative data were analyzed using MaxQDA 2020, while quantitative analyses were conducted with SPSS and PLS-SEM.The coding process generated 675 initial codes, which were refined to 461 codes after cleaning and subsequently organized into 214 conceptual codes, 45 subcategories, 19 main categories, and 6 core categories. Based on the paradigmatic model, key causal conditions included intensified competition, shifts in customer roles and market behavior, rising internal costs, and resource constraints. Continuous learning and monitoring, along with privacy protection, were identified as facilitating interventions; conversely, limited AI competencies, resistance to change, and legal constraints may function as inhibiting interventions. These conditions shape strategies such as transformational leadership, organizational memory management, and technology investment. Overall, the proposed model is aligned with firms’ internal and structural challenges.

Abstract Abstract The present study was conducted with the aim of developing and validating an entrepreneurial marketing model with a strategic approach to technological innovation in startup companies. In terms of purpose, it is an applicable-developmental research, and in terms of methodology, it is mixed with a sequential exploratory design implemented in two qualitative and quantitative parts. In the qualitative part, the population included marketing, entrepreneurship, and startup managers who were selected based on the purposive sampling method. In the nineteenth interview, the researcher encountered repetition of concepts and conducted two supplementary interviews to prevent false saturation; finally, 21 people participated in this stage. In the quantitative part, the statistical population included startup managers and experts, and the sample size was determined as 130 people using the Cohen power analysis method and simple random sampling was performed. The data collection tool was a semi-structured interview and a researcher-made questionnaire. Qualitative data analysis was conducted using the Strauss and Corbin data-driven method in three coding stages, and the results were presented in the form of a paradigmatic model. The findings showed that causal conditions (founders’ opportunity-driven motivation, competitive pressure in the innovation ecosystem, inadequacies of traditional marketing models, and startup technological capacities) affect the pivotal phenomenon of entrepreneurial marketing. The pivotal phenomenon, contextual conditions (flexible organizational structure and innovative organizational culture), and intervening conditions (institutional and infrastructural barriers of the innovation ecosystem) affect strategies and actions (technological innovation strategy). Based on these results, an appropriate policymaking approach should focus on strengthening institutional infrastructure, targeted support for technological innovation, and creating facilitating mechanisms for the development of entrepreneurial marketing at the national level to enable the creation of sustainable competitive advantage and scalability of startups. Introduction As competitive environments become more complex, startups are forced to go beyond relying solely on technology or business model to achieve sustainable competitive advantage and require approaches that simultaneously cover market understanding, customer engagement, and strategic agility (Pangilinan et al., 2025; Hong et al., 2024). In this regard, recent management literature suggests the formation of convergence between entrepreneurial marketing, technological innovation, and a strategic approach in the process of organizational value creation (Crick et al., 2025). However, most studies have examined each of these concepts independently and a coherent framework has not been provided to explain their interaction in the context of startups. Entrepreneurial marketing, as an opportunity-oriented, innovative and proactive approach, elevates marketing from a mere promotional function to a process for discovering and exploiting market opportunities (Morris et al., 2024; Javid et al., 2025). In contrast, technological innovation, focusing on the development of new products, services and processes, is considered the main driver of growth and competitiveness of organizations (Mokhtari et al., 2023; Li & Zhang, 2024). The connection between the two will be effective when, in the form of a strategic approach, it guides the organization's long-term orientation in resource allocation and market-oriented decisions (Barney, 2024). At the global and national levels, digital transformations and the expansion of the digital economy have made technological entrepreneurship one of the main engines of economic growth and innovation (Sun & Lee, 2025; Kumar et al., 2025). In Iran as well, despite the quantitative growth of the startup ecosystem and the improvement of its global position, the lack of integrated theoretical frameworks to explain the mechanisms of startup growth and sustainability is still evident (Heydarzadeh et al., 2021 Eghbal; Moghaddam et al., 2023). A review of the literature shows that entrepreneurial marketing, technological innovation, and strategic approach have often been examined at separate analytical levels, and their synergistic role in the formation of sustainable competitive advantage has received less attention (Ezanloo et al., 2022; Udekwe & Iwu, 2025). Accordingly, the present study answers the fundamental question: how does the entrepreneurial marketing model with the strategic approach of technological innovation work in startup companies and how valid is it? Theoretical Framework - Entrepreneurial Marketing The concept of entrepreneurial marketing was first proposed in 1982 during a scientific conference at the University of Illinois at Chicago, with the support of the International Council of Small Business and the American Marketing Association, and is known as the starting point of the systematic link between entrepreneurship and marketing (Deku et al., 2023). - Technological Innovation Technological innovation, as one of the main drivers of economic development and the evolution of business models, has a central position in the literature on innovation management and technological entrepreneurship. This concept refers to the application of new or improved technologies in the development of products, processes, services or business models that lead to the creation of new value for the organization and customers (Akhlaghi et al., 2024). - Startup companies Innovative startup companies are new and agile enterprises that rely on innovation to create value, respond quickly to market changes, and achieve sustainable competitive advantage (Mahmoudi Niloo et al., 2023). These companies are usually formed based on a new idea and a technology-based business model and have a flexible structure, multi-skilled teams and a risk-taking culture. Their high ability to generate, absorb, and apply new ideas, especially in areas such as digital product development, technology-based platforms, customer experience innovation, and new ways of interacting with the market, is one of the distinctive features of these firms (Kahrai & Shivaei, 2025(. Research Methodology This research is of an applicable-developmental and non-experimental type with a survey-cross-sectional design, conducted with a mixed exploratory approach. The qualitative part was conducted with the participation of theoretical and empirical experts and 21 interviews were conducted until theoretical saturation was reached. In the quantitative part, the statistical population included managers and owners of startup businesses, and the sample size was estimated to be 130 people using Cohen's power analysis and G*Power software. The qualitative part of the research was conducted with qualitative data analysis and validation of the paradigm model using the partial least squares method in SmartPLS software. Research findings The paradigmatic model of the research shows that causal conditions, by shaping the central phenomenon, create an explanatory chain that leads to strategies in interaction with contextual and intervening conditions. In this framework, opportunity-based motivation, competitive pressure, traditional marketing inadequacy, and technological capacities strengthen startups’ tendency toward entrepreneurial marketing. The realization of this phenomenon leads to a technological innovation strategy in the presence of a flexible structure and innovative culture, although institutional barriers can weaken this path. Accordingly, the policy orientation emphasizes reducing interventionist constraints and strengthening institutional infrastructures with the aim of supporting technological innovation and developing entrepreneurial marketing to achieve sustainable competitive advantage and scalability of startups. Discussion and Conclusion In the dimension of causal conditions, the findings show that entrepreneurial marketing in startup companies is formed by the simultaneous presence of four main components: opportunity-based motivation of founders, competitive pressure of the innovation ecosystem, inefficiency of traditional marketing models, and available technological capacities. This result, in contrast to studies such as Pangilinan et al. (2025) that have addressed the role of environmental pressures or entrepreneurial mindsets in isolation, suggests that the activation of entrepreneurial marketing is the result of the simultaneous interaction of individual, technological, and institutional forces, rather than the influence of an independent factor. The central phenomenon of the research, namely entrepreneurial marketing, was explained as an institutional phenomenon and the dominant logic of action in startups. This phenomenon is formed in a dynamic interaction with the organizational structure and institutional environment and goes beyond a set of marketing tactics or market-oriented behaviors. This explanation covers the gap in studies such as Samara & Galdolage (2024), whose main focus is on performance outcomes and has paid less attention to the institutional and contextual layers of the formation of this phenomenon. In the context dimension, flexible organizational structure and innovative organizational culture were identified as the main components. The findings show that these factors play an “active enabler” role in startups and pave the way for the transformation of technological ideas into market-oriented solutions. This perception, compared to studies such as Bafghi et al. (2024) and Mokhtari et al. (2023) that have analyzed structure and culture mainly as organizational constraints, indicates a redefinition of the role of these components in the context of start-ups. In contrast, intervening conditions, including institutional and infrastructural barriers of the innovation ecosystem, play a decisive role in the intensity and direction of the impact of the pivotal phenomenon on strategies. The results show that the lack of institutional support, weak technological infrastructure, and policy incoherence can undermine the process of transforming entrepreneurial marketing into effective strategies, even in the presence of high motivation and technological capacity. This finding, in comparison to studies such as Sun & Lee (2025) and Khan et al. (2025) that have marginalized these factors, highlights the importance of the institutional context as a central component of the model's explanatory logic and has clear local implications for the Iranian startup ecosystem. The strategies and actions identified in the study are explained in the form of a technological innovation strategy that is the result of the convergence of the central phenomenon with causal, contextual, and intervening conditions. This result has deeper theoretical coherence compared to studies such as Payandeh & Ansari Moghadam (2024) that have analyzed innovation and marketing in two relatively separate paths. In terms of consequences, the results show that the causal-strategic chain of the model leads to the creation of sustainable competitive advantage and the possibility of scalability. These consequences go beyond short-term performance improvements and are directly aligned with the logic of startup survival and growth in uncertain environments. This finding provides a broader analytical horizon compared to studies such as Giti Nejad & Hassan Pour ghroghchi (2024) that have limited the consequences of entrepreneurial marketing mainly to financial or behavioral indicators.

Abstract Abstract The main goal of this study is to examine how organizations can use the experience of implementing pioneering projects to create a systematic ability to manage open innovation projects. The innovation process and then their development and commercialization have in the past been dependent on internal organizational intellectual resources. Today, the open innovation paradigm invites companies to use external ideas and technologies in their business and allows others to benefit from their innovative ideas. In the present study, the case study is the Iranian Electronics Industries Organization, which operates in the field of open innovation. In other words, in the past, it has moved from a closed innovation mode to an open innovation mode through activities. In this study, the impact of open innovation on the field of project knowledge management will be examined, with an emphasis on aspects of project risk management, project time management, project human resource management, and project relationship management. In order to collect information from members of the statistical community, including organization experts in the field related to innovation management, 15 people were purposefully selected and a researcher-made questionnaire was used. The resulting data were structurally analyzed using the MiqMaq software. According to the effective and effected plan in the structural analysis method, the variables of shortening product development time, enriching project evaluations with different aspects, inefficiency in production and distribution, misuse of the organization's intellectual and physical assets, and coordination problems were identified as strategic research variables that affect slower product development, faster market entry, and risk diversification as research outputs. Introduction Rapid technological change, increasing innovation costs, increasing competition in introducing new products and services, and shortening technology life cycles have led to an increased need for organizations to interact with their environment and stakeholders by opening up organizational boundaries to exchange innovative ideas (Khabaz et al., 2024). Henry Chesbro defines open innovation as follows: “Open innovation is a model based on the assumption that if an organization seeks to improve its technology level, it can and should use external technological ideas as well as internal ideas and use a variety of internal and external routes to the market (Bertello et al., 2024). “Closed innovation is the opposite of open innovation and considers success to depend on exercising control over the innovation process (Kanan et al., 2023). In closed innovation, all innovation activities are carried out within the company's boundaries and exclusively with internal resources (Ríos et al., 2024). However, due to the limited internal resources and the complexity of technology, closed innovation exposes the organization to numerous risks (Felin & Zenger, 2014). This study attempts to present a systematic structure for managing open innovation projects, and for this purpose, a four-stage process including closed mode, open drive, leading project, and project to the organization will be used. Given that the Iranian Electronics Industries Organization, as the research case, has had extensive activities regarding the decision-making requirements for communicating with its external environment and has communicated with the external environment to receive resources and information, the four-stage open innovation process will begin with the third stage, namely the leading project. For this purpose, the company's experiences in the two stages of closed mode and open drive that are already available will be used. The research project in question is innovation in the knowledge domain of project management (project communication management, project human resource management, project risk management, project time management). Accordingly, the research question is: how does open innovation affect the knowledge domain of project management? Theoretical foundations Open innovation Open innovation, as a key driver for organizational change, represents an efficient method for knowledge transfer and innovation at the organizational level and a necessary process for exploring the aforementioned opportunity by moving from closed to open systems and requires the development of organizational capabilities through specific processes (Andriyani et al., 2024). To ensure joint efforts for product development processes, the organization chooses co-creation, which can be examined from three perspectives (Wlazlak et al., 2018): (1) external innovation, (2) inside-out innovation, and (3) a hybrid approach to innovation. The relationship of these approaches can be understood through the creation of a knowledge base. The organization pursues a strategy that engages stakeholders to gain knowledge (Wlazlak et al., 2018). By using open innovation, the organization is moving towards shared products, shifting from individual to collective efforts to improve performance, and addressing potential risks associated with product development processes (Chang, 2019). Research Background Rezaei Sadrabadi et al. (2025) in their research entitled “Investigating the Effect of Open Enablers on the Agility of Selected Small and Medium-sized Enterprises in Yazd Industrial Park” have examined the role of open innovation, social capital, collaborative knowledge creation, and cooperation with foreign partners to increase agility in today's turbulent world, and finally, they have presented a new model for applying open agility enablers in selected small and medium-sized enterprises in Yazd Industrial Park. Khabaz et al. (2024) in their research entitled “Providing Effective Innovative Strategies in the Development of the Cosmetics and Health Products Industry with an Emphasis on International Entrepreneurship”, considering the importance of adopting new innovation strategies at the organizational level and moving away from the closed innovator, they have examined the strategies of aggressive innovation, technology absorption, pioneering innovator, and risk-taking innovator using thematic analysis and decomposition method. The results of their analysis show that innovative strategies of technology absorption will be of higher priority and risk-taking strategies will be of lower priority for an organization. Andriyani et al. (2024) in their study titled "Designing an Adaptive Innovation Model: Integrating Agile and Open Innovation in Regional Innovation", examined the open innovation framework from the perspective of three key organizational capabilities of knowledge absorption, sharing, and creation to enable efficient open innovation as key dimensions. The results of their study indicate that a company's open innovation capability can be defined as a dynamic ability to manage the knowledge base using input and output information flows and to transform internal and external knowledge and ideas into new products, services, processes, structures, and business solutions. Kanan et al. (2023) in their research entitled "Identifying the Components of the Open Innovation Maturity Model in Iranian Defense Industries Based on the Metasynthesis Method", used the metasynthesis method to identify key dimensions and components based on the targeted use of knowledge flows, in the form of ideas, science, or technology, in order to create value. Bauj Khushmian et al. (2022) in their research entitled "Presenting a Basic and Strategic Innovation Model in Petrochemical Design and Manufacturing Companies", presented a hybrid innovation model using a mixed research method and emphasized components such as revolutionary technologies, market innovation, innovation in human resource development and planning, the component of the birth of new industries, innovation in organizational processes and organizational structure, product innovation, and operational capability. Research Methodology The present research is of the applicable research type based on its purpose; and the type of research in terms of data collection is descriptive and survey-type. Also, in terms of method, the present study is a narrative study using event structure analysis, which is a network consisting of closed-mode, open-drive, lead project, and project-to-organization stages. The research stages include observing and collecting documents, constructing a narrative, semi-structured credit interviews, and a questionnaire, and analyzing the event structure. The sample members are 15 organization experts in the field related to innovation management and with more than 10 years of work experience. Structural analysis also seeks to determine key variables and the relationships between them, the steps of which include extracting variables, determining relationships between variables, and identifying key variables. Research findings The key results of the study indicate that based on the method of identifying strategic variables in the effective and effected map, with the organization focusing on implementing open innovation, these activities lead to reducing organizational costs, improving knowledge management and organizational culture, and filling internal knowledge gaps by collaborating with outsiders in the field of project management knowledge. The classification of variables based on the structural analysis method is: • Dichotomous variables: Shortening the product development time is the only dichotomous variable identified, which is the strategic variable. • Influential variables: Improving the organization's knowledge management, collaborating with customers and benefiting from their opinions, knowledge and information available in the organization, lack of coordination between partners' behavior and their interests, conflicting goals of open innovation, innovation during the process, increasing job satisfaction, choosing the wrong partner, leaving knowledge workers and joining a partner, inefficient allocation of resources, limiting the development of internal skills, filling internal knowledge gaps with collaboration and absorbing information from outside, lack of clear information about the market and customer needs, and improving culture. Planners are unable to apply changes to influential variables (environmental variables). • Independent variables: Coordination problems, misuse of the organization's intellectual and physical assets, better forecasting of developments, inefficiencies in production and distribution, complexities of cooperation, and enriching project assessments with different aspects. Independent variables have little influence and cannot be strategic. • Dependent variables: faster market entry, risk diversification, and slower product development Conclusion From the perspective of the general dimension of project management knowledge, the results of the present study show that open innovation processes, especially with inter-organizational collaborations and the use of external resources and knowledge, significantly affect the management of risk, time, communication, and human resources of the project. These findings are in line with the results of Audretsch & Belitski (2023). From the perspective of the key dimension of dichotomous variables, the findings presented by Sikandar & Abdul Kohar (2022) show that shortening the product development time can be the beating heart and key connecting point of the open innovation system, or in other words, the same dichotomous variable that is consistent with the results of the present study. From the perspective of the key dimension of influential variables, the findings presented by Almeida (2024) warn that failure to properly manage open innovation processes can lead to problems such as the departure of knowledge workers and limitations in the development of internal skills, which is also clearly stated in the present study. From the perspective of the key dimension of independent variables, according to the study results of Livieratos et al. (2022), choosing appropriate strategic partners and using external knowledge have an impact on improving product development time, which is also consistent with the findings of this study. On the other hand, existing analyses show that if open innovation is not implemented properly, it may lead to problems such as conflicting goals, increased complexity, and reduced productivity, which is similar to the result of Lazarenko (2019). From the perspective of the dependent variable, the results of the study conducted by Farjam et al. (2023) indicate that open innovation can lead to reduced project risks and increased speed to market. The results of the research indicate that if the organization communicates with the external environment to carry out its projects, the following set of scientific recommendations are provided to the organization in the field of risk management, human resources, time, and project communication: • Integrated management of innovation goals: Although open innovation and communication with the environment and external resources such as human, intellectual, and physical resources shorten the product development time, the organization must be careful in selecting the right organization to jointly implement its innovative activities. The discrepancy between the organization's innovation goals with each other causes problems in creating the necessary interdepartmental coordination and will not only shorten the product development time and rapid market entry and reduce risk, but will also increase costs, inefficient allocation of resources, and even stakeholder dissatisfaction. • Integrated management of the partner network: If the organization carries out its activities in cooperation with external factors, the evaluations of a project will be richer in various aspects. At this stage, choosing the right partner for the organization to implement its activities is important. If this choice is not correct, there will be no change in the knowledge and information available in the organization and the organization's internal knowledge gaps will not be filled properly. Also, evaluations of open innovation projects will not be done properly.

Abstract Abstract The objective of this research is to investigate the mindsets of experts regarding the application of blockchain technology in government organizations using Q methodology. This study is applicable in its objective, and employs a mixed-methods approach for its execution. The statistical population of the research consists of managers in government organizations. Using purposive sampling and based on the principle of theoretical sufficiency, 19 individuals were selected as the statistical sample. With respect to the research approach, the qualitative phase initially involved 19 interviews to establish discourse; and the sample, Q-options, and finally the Q-set were derived through their perspectives and opinions. Subsequently, in the quantitative phase, the data obtained from the qualitative phase were analyzed and examined using SPSS. The findings indicate that transparency, increased productivity, enhanced agility, corruption prevention, elevated trust levels, improved electronic voting, secure identity management, and improved innovation are the eight mindsets of managers concerning blockchain technology in government organizations. Introduction The contemporary era of digitalization is placing significant pressure on administrative sectors, both in the private and public domains, to initiate and advance their digital transformation agendas (Hammad et al., 2023). Blockchain technology is one such technology that can be utilized within administrative systems (Cagigas et al., 2022; Seyedsayamdost & Vanderwal, 2020; Tandon et al., 2021). Some of the areas where blockchain is being tested for government services include: cryptocurrency/payments, land registration, identity management, document authentication, supply chain tracking, healthcare, education, company registration, data management, auditing, energy markets, taxation, voting, and the management of legal entities (Muafiq, 2024; Tan et al., 2022). The increasing adoption of blockchain in public sectors indicates that this technology possesses a broader capacity to enhance trust, accountability, and operational efficiency in governance functions. Particularly, the decentralized and immutable nature of blockchain offers a compelling solution to the long-standing challenges in these domains in areas such as digital identity management, adherence to requirements and regulations, and the provision of public services (Chen et al., 2026). It is claimed that blockchain will profoundly transform the process of producing and delivering public services (Rana et al., 2022). With key features such as decentralization, persistence, transparency, privacy and security, accuracy, and notably, cost and network savings, this technology significantly enhances the value in accessing data and minimizing intermediation in digital processes (Dowlatabadi, 2025; Hammad et al., 2023; Jamali, 2023; Rana et al., 2022). Furthermore, blockchain contributes to improving process efficiency through automation with smart contracts. These self-executing contracts can streamline administrative tasks, reducing the time and costs associated with manual processes. Moreover, the decentralized nature of blockchain technology enhances trust among participants by eliminating the need for intermediaries and providing a secure and transparent platform for transactions. Integrating blockchain into administrative processes can lead to increased trust through information transparency, predictability, and efficiency. By leveraging blockchain’s capabilities such as data aggregation through smart contracts and ensuring data security via cryptographic algorithms, administrative processes can be simplified and become a more reliable tool (Muafiq, 2024). Therefore, considering the perspectives of experts, this research seeks to answer the question: What are the mindsets of experts in the application of blockchain technology in government organizations, using Q methodology? Theoretical Framework Blockchain in Government Organizations Blockchain is a combination of existing technologies such as distributed ledgers, cryptography, hashing, and consensus protocols. All transaction records in a blockchain are stored in a chain of data packets (blocks) and distributed across a peer-to-peer network. All nodes in the network possess a copy of the blocks (Batubara & Janssen, 2018). This technology can resolve or mitigate issues related to transparency, trust, public policies, and service quality. The adoption, implementation, or integration of blockchain technologies by governments and public institutions can be beneficial for all stakeholders. For instance, blockchain can help optimize data management among public service provider organizations, not only in terms of interoperability, trust, and transparency; but also in terms of data accuracy, coordination, traceability, and integrity. It is also suggested that this technology can aid in preserving existing organizational and management structures. Therefore, blockchain is presented as a solution for governments to address significant public sector challenges such as transparency and fairness in processes and procedures (Fosso et al., 2024). Chen et al. (2026), in their research, conducted a comprehensive review of blockchain applications in government, demonstrating that blockchain can play a transformative role by enhancing transparency, efficiency, and security in public services (e.g., healthcare, e-voting, and registration systems). They also identified driving forces and barriers to adoption through force field analysis and emphasized the need for interdisciplinary research and regulation/collaboration for successful implementation. Murano et al. (2026), through their research, found that despite blockchain’s capacity to enhance transparency, efficiency, and trust in public services, its adoption remains slow due to organizational and technical barriers. They identified specific public sector challenges, such as interoperability and a lack of technical expertise, through a systematic review and proposed tailored strategies for effective implementation. Research Methodology This research is applicable in terms of its objective, and was conducted using a mixed-methods approach. The statistical population of the research consists of managers in government organizations. Using purposive sampling and based on the principle of theoretical saturation, 19 individuals were selected as the statistical sample. With respect to the research approach, the qualitative phase initially involved 19 interviews to establish discourse. Research Findings A sample, a Q-sort, and finally a Q-set were obtained using the experts’ insights and opinions. In the quantitative phase of the research, the data obtained from the qualitative section were analyzed using SPSS. The findings indicate that transparency, increased productivity, enhanced agility, corruption prevention, improved trust levels, better e-voting, secure identity management, and improved innovation are the eight mental models of managers regarding blockchain technology in government organizations. Conclusion The present research was conducted with the aim of examining the mental models of experts in the application of blockchain technology in government organizations, using the Q methodology. The results of this research are aligned with the findings of the studies by Chen et al. (2026), Murano et al. (2026), Hammad et al. (2026), Mueller et al. (2026), Rubino et al. (2026), Sánchez-obando et al. (2025), Fosso et al. (2024), Akhmetbek & Špaček (2021), Sung & Park (2021), Brauner & Janissek-muniz (2020), Reddic et al. (2019), Navadkar et al. (2018), and Qian et al. (2017). Reddic et al. (2019) state that blockchain prevents the excessive concentration of power in the hands of a few, possesses a more transparent legal framework, and provides citizens with more information. This higher level of transparency allows citizens to monitor public transactions. They emphasized that with a greater degree of transparency and security, undesirable behaviors can be quickly identified and curbed. Based on the research results, the following suggestions are presented: To enhance and empower government organizations in achieving their objectives, it is recommended that managers pay special attention and consideration to blockchain technology. Blockchain can minimize the risk of using unreliable systems and provide rapid access to information for stakeholders, thereby improving the performance of public sector institutions.

Abstract Abstract The main objective of this research is to design and explain the conceptual model of persuasiveness in social media messages for promoting green products. This research is applicable and developmental in terms of purpose, and mixed (qualitative-quantitative) in terms of approach. In the qualitative part, the statistical population included experts in the fields of green marketing, advertising, and business management, from whom 15 people were selected by purposive sampling and based on the principle of theoretical saturation. Data were collected through semi-structured interviews and analyzed by Brown and Clark's thematic analysis method in six stages. In this stage, 62 initial codes were identified, which, after coding and aggregation, were classified into 18 organizing codes and 8 overarching themes. At this stage, using the interpretive structural modeling (ISM) method, self-interaction matrices, initial and final access were prepared and the relationships between the components were determined in the form of six hierarchical levels. Four criteria of validity, reliability, confirmability and transferability were also used to validate the qualitative data. Cohen's kappa coefficient (0.72) was also used to measure the reliability of the analyses. The findings showed that "social participation and collective responsibility in the environment" is at the highest level of the model (level six) and is considered the most important factor affecting persuasion. In contrast, "digital and media capacity" and "cultural-personality characteristics of consumers" have the highest level of dependence and are located at the first level of the model. Introduction Today's world is constantly changing; transformations that are mainly the result of scientific advances and emerging technologies and have a wide impact on the individual and social lives of humans. In recent years, communication and information technologies have grown and developed more significantly than any other technology (jafari et al., 2017). Since the 1970s, with the beginning of the communication and information technology revolution in Western countries, new tools such as satellites, the Internet and mobile phones have entered the field, caused a significant change in the level of expectations, norms and social interactions (bastani et al., 2017). Simultaneously with these developments, new communication technologies, especially social networks, have provided an efficient and low-cost space for communication and interaction between individuals and organizations; in such a way that these media, due to the possibility of access at any time and place and the active participation of users, have gained a more prominent and effective role than other media (Mahmoud et al., 2020). Today, citizens are able to receive and analyze information and news content at the lowest cost and fastest speed, and this process can lead to the formation of perceptions that are in line with reality or sometimes distorted (lin et al., 2020, hamidi zadeh, 2019). Since social networks host diverse segments and groups of society with different interests and approaches, the reflection of persuasive messages in this space can promote the acceptance and support of various products, especially green products. By using marketing on social networks, companies not only strengthen customer attitudes and satisfaction, but also influence their purchase intention and repeat purchase (ghaforian shagerdi et al., 2016). In addition, attention to the environmental impacts of products has gradually become one of the important criteria in purchasing decisions, so that price is not the only determining factor, but environmental consequences are also seriously considered. Global statistics, as well as the situation in Iran, show a worrying increase in environmental pollution and waste, which highlights the need to pay serious attention to the development and promotion of green products (du et al., 2020). Despite previous research that has emphasized the importance of social awareness and persuasion in supporting green products (Ogbeibu et al., 2020), there is still a lack of analytical and model-based research in this field. Accordingly, the research question is: What are the persuasive factors in social media messages in promoting green products?  Theoretical foundations Persuasion Persuasion, as a complex and multidimensional process in the field of human communication, deals with changing the attitude, emotions, and behavior of the audience and has long been the focus of theorists and activists in the fields of communication and psychology. In the classical view, persuasion was considered a one-sided effort in which the speaker, using verbal and non-verbal capacities, tried to attract the audience's intellectual and emotional attention and convince them of a specific issue. However, contemporary studies emphasize that success in the persuasion process requires a deep understanding of the audience's cognitive, emotional, and cultural backgrounds so that the persuasive message can be designed in a format that has the greatest impact on changing the audience's beliefs and behavior (lin et al., 2020). Persuasion Theory and Persuasive Communication Persuasion theory is one of the most basic frameworks in the field of communication and marketing, which emphasizes the role of the main elements of the message, including the source, content, and audience. The credibility of the message source and the audience's trust in it play a key role in the acceptance and effectiveness of communication messages. In this context, research has shown that the use of credible sources and persuasive figures can increase the acceptance of environmental and green messages (Kim et al., 2016). On the other hand, the individual and cultural characteristics of the audience also affect the way they receive and process green messages and determine their level of participation in accepting these messages (Lin et al., 2020). Green Marketing Theory and Corporate Social Responsibility Green marketing is based on the principle that organizations should pay attention to protecting the environment and improving the quality of life in addition to meeting consumer needs. Today's consumers consider the environmental consequences of products in addition to price and quality in their purchasing decisions (Joshi & Rahman, 2015; Wei et al., 2018,) This change in customer attitudes has led brands to highlight their social and environmental responsibility in communication messages and marketing strategies to create a sustainable competitive advantage (Du et al., 2020). Social Media Theory and Digital Participation As one of the most important achievements of information technology, social media has provided a new platform for interactive communication between organizations and audiences. With features such as speed of dissemination, wide access, low cost and the possibility of two-way interaction, these media have become an efficient tool for marketing and promoting products (Jafari et al., 2017; Bastani et al., 2017). Hu et al. (2024) conducted a study titled "The Role of Social Media Marketing on Green Product Repurchase Intention", and the results showed that social media marketing activities significantly increase green values, environmental concerns, and brand image, and positively affect brand engagement. Huang et al. (2024) conducted a study titled "The Effect of Green Marketing on Repurchase Intention and Positive Word-of-Mouth of Accommodation Platform Users", and the results showed that green marketing affected repurchase intention and positive word-of-mouth. Consumer trust also mediated the relationship between green marketing and repurchase intention and positive word-of-mouth. Research Methodology This study is applicable and developmental in nature and purpose, and aims to design a conceptual model of persuasion in social media messages to promote green products. The research approach is mixed (qualitative-quantitative) and uses qualitative and quantitative methods in a complementary manner. In the qualitative section, data were collected through semi-structured interviews with experts in the fields of business management, green marketing, and advertising on social networks. Sampling at this stage is carried out purposefully and based on the principle of theoretical saturation to identify and extract all relevant components and indicators. The qualitative statistical population includes 15 elites and university professors with at least 5 years of work or research experience in related fields who have sufficient experience and expertise in the research topic. Research findings The results showed that the power of influence and the degree of dependence (influenceability) of the variables are measured. The findings showed that social participation and collective responsibility in the environment, with an influence of 8 and a dependence of 1, is at the highest level (sixth) and, as an "independent" variable with high influence and low influenceability, plays a key role and the main driver of the system. In contrast, digital, media and social network capacity and cultural, personality and behavioral characteristics of consumers, both with high dependency and lower influence power, are at the first level and are known as "dependent" or "linked" variables with strong influence.  Discussion and Conclusion The present study aimed to design and explain the conceptual model of persuasion in social media messages to promote green products, and identified and analyzed the key components influencing this process. The findings, through content analysis and interpretive structural modeling (ISM), showed that social participation and collective responsibility in the environment is at level one; this component was at the highest level of influence and showed that social participation and responsibility is the starting point of the persuasion process of green messages. The present finding is consistent with the research of Hu et al. (2024), which emphasized that environmental concerns and green values ​​are the background of green purchase intention. It is also consistent with the results of Khalaji et al. (2022), which showed that sustainable consumption is not possible without social participation. Therefore, in the absence of collective participation, advertising efforts on social media will have limited effectiveness. The findings showed that visual design and educational content are key tools in creating understanding and attention to green messages. This result is consistent with the research of Meysamizad et al. (2023) who attributed a prominent role to design and education in green product branding. The results of Antoun et al. (2023) also confirm that innovative and education-oriented marketing has a significant effect on improving consumer attitudes. Therefore, conveying environmental concepts with direct advertising messages alone is not enough and should be combined with attractive design and educational content. The findings showed that the persuasiveness of messages and audience participation are at the third level, this component was placed at the middle level of the model and indicates that the quality of persuasiveness of messages and active audience interaction can strengthen the connection between social platforms and consumer behavior. This finding is consistent with the results of Mahmoud et al. (2024) who showed that green advertising has an effect on purchase intention, although its magnitude varies depending on the quality of the message. It is also consistent with Hu et al. (2024) that brand involvement plays a mediating role between green values ​​and repurchase. Therefore, persuasion will be effective when accompanied by active user participation. The results showed that trust in the message source and the use of authoritative figures play a key role in the acceptance of green messages. This finding is consistent with Huang et al. (2024) that consumers' perception of trust mediates the relationship between green marketing and purchase intention. It is also consistent with Antoun et al. (2023) that green product awareness and trust in the source create a positive attitude towards purchase. Therefore, the use of authoritative persuasive figures and reliable sources is a basic condition for the effectiveness of green messages.

Abstract Abstract
The aim of this research is to identify and prioritize entrepreneurship opportunities in women’s sports in Iran. The present research was conducted with a mixed approach and in two parts: qualitative and quantitative. In the qualitative part, semi-structured interviews were conducted with 10 experts in the field of women’s sports entrepreneurship and the data were analyzed using thematic analysis. In this part, 65 basic themes and 8 organizing themes were identified. In the quantitative part, to validate the qualitative results, a 65-question questionnaire was designed based on the basic themes, each question representing a basic theme. Based on the database of the Ministry of Sports and Youth’s Employment and Entrepreneurship Working Group, the number of people in the statistical population that included women’s sports business activists in Tehran province was identified as about 500 people, and based on the Cochran formula, the required sample size was estimated at 218 people. Finally, 238 questionnaires were collected and the data were analyzed using confirmatory factor analysis. MAXQDA software was used for the qualitative analysis and Smart-PLS software was used for the quantitative analysis. The results showed that the identified entrepreneurial opportunities fall into eight main categories, including technology-based opportunities, opportunities related to aging, marketing and advertising, education, sports services, nutrition and health, sports venues and events, and sports equipment and apparel production. In addition to filling the existing theoretical gap, these findings can form the basis for policymaking, investment, and women's empowerment programs in the sports economy. It is suggested that policymakers should facilitate the realization of these opportunities by utilizing new technologies, developing specialized training, and creating supportive infrastructure.
Introduction
In recent decades, sports have gone beyond a mere recreational activity and have become a dynamic, multi-billion dollar industry that has extensive economic, social, and cultural impacts. According to the Global Sports Market Report (2025), the global sports economy is estimated to be worth more than $478 billion and is expected to exceed $500 billion by the end of 2025. Meanwhile, women’s sports, as an emerging segment of the global sports economy with a growth rate of more than 50 percent in attracting financial support, have attracted increasing attention from policymakers and investors. However, in Iran, women’s economic participation in sports is still limited and accounts for a small share of GDP (about 0.7 percent). Along with cultural and institutional challenges, lack of infrastructure and lack of use of new technologies have prevented the potential entrepreneurial capacities in women’s sports from fully flourishing. In such circumstances, identifying real and operational opportunities can guide policymakers, investors, and entrepreneurs to develop the women’s sports economy.
Previous research has mainly focused on environmental barriers or threats to women's entrepreneurship in sports and has less systematically analyzed opportunities. Also, a significant portion of existing studies lack a coherent theoretical framework or mixed methodology for simultaneously analyzing qualitative and quantitative dimensions. Accordingly, this research attempts to address the gap in the theoretical literature and reveal the hidden dimensions and capacities of women's entrepreneurship development in sports. The central question of the research is: what are the opportunities for women's entrepreneurship in Iranian sports and in which structures and analytical frameworks can these opportunities be classified? 
Theoretical Framework
Sports entrepreneurship is an interdisciplinary branch that integrates the concepts of management, innovation, and market in the context of the sports industry. According to Ratten (2024), sports entrepreneurship is a platform for identifying market gaps and creating economic and social value through sports. In the meantime, “women’s sports entrepreneurship” is considered one of the growing dimensions of this field, which is formed based on a combination of innovation, technology and social goals. This type of sports entrepreneurship refers to activities through which women identify and commercialize economic, cultural and social opportunities in the field of sports (Costa & Miragaia, 2022).
In summary, the research background, it can be said that women’s sports entrepreneurship in Iran and the world has gradually transformed from a marginal issue to a strategic area over the past two decades. In Iran, early studies focused more on identifying general opportunities in the sports industry, but over time, the gender perspective and attention to women’s specific opportunities have been strengthened. Although obstacles such as cultural attitudes, lack of infrastructure and weak media hinder the growth of women’s entrepreneurship, the increase in social demand for women’s sports, the expansion of sports education and the growing need for educational services, coaching, tourism and sports management have created valuable grounds for entrepreneurship. Other researches have identified emerging opportunities for women in digital technologies, social media, personal branding, education, sports leadership, and health-focused markets. The COVID-19 crisis, despite its limitations, has helped to expand the use of technology, online education, and new business models in women's sports.
Research Methodology
The present study is of applicable type and was conducted using a mixed method. In the qualitative part, the statistical population included experts and activists with managerial or entrepreneurial experience in women's sports, selected using purposive and snowball sampling methods. By conducting interviews with ten experts and achieving theoretical saturation, data were collected and analyzed using Brown and Clark's six-step thematic analysis method. The result of this stage was the identification of 65 basic themes and 8 organizing themes. In the quantitative part, to validate the qualitative findings, a 65-question questionnaire was designed and distributed among 238 business activists in women's sports in Tehran province. The data were analyzed using confirmatory factor analysis (CFA) and SmartPLS software. The reliability of the constructs was examined with Cronbach's alpha and composite reliability (CR) and was obtained in all cases above 0.7. Also, the **Average Variance Extracted (AVE) index was higher than 0.5, indicating the desirable convergent and divergent validity of the model. 
Findings
The results of the qualitative section showed that entrepreneurial opportunities in Iranian women's sports can be classified into eight main categories:
1- Technology-based opportunities: including sports applications, online training platforms, virtual reality, wearable gadgets, and smart club management systems. Technology was identified as the most important driver of innovation in women's sports entrepreneurship.
2- Aging-related opportunities: given the increasing trend of the country's elderly population; designing sports, nutrition, and rehabilitation services specifically for elderly women was raised as one of the promising areas. This section is a combination of health, prevention, and social welfare.
3- Sports marketing and advertising opportunities: including personal branding, digital marketing, sponsorship, and social media. Interviewees emphasized the importance of female athletes’ digital presence and converting fame into economic capital.
4- Educational opportunities: the broadest category of opportunities includes the establishment of sports academies, training of female coaches and managers, specialized mother-child courses, and training in management and marketing skills. Education was recognized as the foundation of sustainable development in women’s sports.
5- Sports service opportunities: including talent acquisition, insurance, sports psychology, branding consulting, and support services for athletes. This category of opportunities is related to strengthening the quality of services and creating sustainable jobs.
6- Nutrition and health opportunities: including sports catering, natural supplements, nutritional consulting, and health-oriented cafes for female athletes. This area has economic and social potential due to the growth of a culture of health and conscious nutrition among women.
7- Opportunities related to sports venues and events: such as the design and construction of women-specific venues, sports camps, Muslim women’s festivals, and sports tourism. This category of opportunities is important in connection with the tourism and health industries.
8- Opportunities for the production of sports equipment and clothing: including the production of clothing, accessories, sports equipment and devices tailored to women's characteristics. The lack of products with appropriate and cultural design has turned this area into a virgin market for entrepreneurship.
The results of the quantitative section confirmed that all eight categories have a significant factor load and above 0.5 and, overall, form a valid and coherent structure. The average of the highest factor load was related to technology opportunities (0.74) and sports services (0.742), which indicate the importance of the role of technology and specialized services in the development of women's entrepreneurship. 
Discussion and Conclusion
The findings of the present study show that the entrepreneurial ecosystem in Iranian women's sports has a networked and multifaceted nature, in which technology, education and health are the three main pillars. Technology provides a platform for creating innovation and direct access to the market; education ensures human resource empowerment and the development of specialized skills; and health strengthens the social and cultural bonds of women's entrepreneurship. Compared to previous studies, this study, for the first time, systematically extracts opportunities using a mixed method and goes beyond the conceptual identification stage. For example, while previous studies focused solely on tourism or sports marketing, this study also includes lesser-known dimensions such as aging and sports nutrition into the theoretical framework.
From a theoretical perspective, this study presents an indigenous model of entrepreneurial opportunities in women's sports that is based on the interaction of the three components of "knowledge-technology-culture". This model indicates that the development of the women's sports economy is not possible with financial capital alone, but also requires the creation of knowledge and technological infrastructure and the modification of cultural attitudes towards women's economic participation.
From a practical perspective, the findings can be useful for government institutions, universities, and investors. First, the Ministry of Sports and Youth and the Deputy Minister of Women and Family Affairs can use the research results to design support programs, facilitate licensing, and establish women’s sports innovation centers. Second, universities and educational institutions can fill the existing knowledge gap by developing skills and sports entrepreneurship courses for women. Third, private sector investors can focus on areas such as sports technologies, healthy nutrition, and clothing production, given the global trend of women’s sports growth and increasing demand in the domestic market. 

Abstract Abstract
The aim of this study was to design a job rotation program model at the worker levels of the Barez Industrial Group. This study is applicable-developmental in terms of its purpose, and qualitative and quantitative in terms of its research method. The data collection tool consisted of two parts: a review and exploration of research literature in the library section, and semi-structured interviews in the field section. The participants of this study in the field section included 10 managers and supervisors of the Barez Industrial Group. The selection of individuals was carried out by purposive sampling and continued until the theoretical saturation stage. The coding and text analysis process of the interviews was carried out qualitatively. The research findings showed that forty indicators were extracted in four components: "duties and responsibilities", "technical skills", "environmental conditions-equipment" and "safety requirements". In the quantitative phase, clustering using the K Means algorithm classified the stations into four clusters: "Production", "Safety and Health", "Operations" and "Control and Supervision". In the production cluster, advanced technical knowledge in the field of materials and production engineering was identified as the first and most important skill. In the safety and health cluster, in-depth knowledge in the field of occupational safety and health was identified as the first and most important skill. In the operational cluster, operational and equipment maintenance skills were identified as the first and most important skill. In the control and supervision cluster, supervisory and quality control skills were identified as the first and most important skill.
Introduction
At the beginning of the third millennium, human resources have been considered as the most important capital of organizations and a key factor in their survival; in such a way that ensuring that individual competencies match job requirements not only affects the effectiveness of individual performance, but also has broad implications for the productivity of the entire production system and the quality of products (Smith, 2025). In many advanced industries, despite relying on new technologies and huge investments in machinery, there are still numerous problems in matching jobs with employees' abilities. This inadequacy is mainly manifested at the worker level, where the physical and mental burden of work is greater, and can lead to reduced motivation, reduced job satisfaction, and operational errors (Johnson & Lee, 2025). One of the direct consequences of job mismatch in industrial environments is the prevalence of musculoskeletal disorders. Global studies show that after occupational respiratory diseases, musculoskeletal disorders are the second most common cause of occupational disability among industrial workers, and impose billions of dollars in medical costs and employee absence on economic systems annually (Garcia et al., 2025). These problems not only threaten the physical health of workers, but also directly affect the performance and competitiveness of organizations by reducing useful working hours and increasing production downtime (Anderson & Patel, 2025).
A study conducted in Japanese automobile companies reported that the implementation of organized job rotation programs resulted in an 18% reduction in the incidence of musculoskeletal disorders and a 25% increase in job satisfaction scores among workers; however, these programs lacked a formal training component to familiarize employees with the principles of workplace ergonomics (Yamamoto et al., 2025). On the other hand, a study in South Korean electronics companies showed that combining job rotation with short training periods during shifts can increase the effectiveness of ergonomic risk control by up to 30% (Park & ​​Choi, 2025).
Considering the above international experiences, it seems that designing an integrated job rotation model at the worker level should include three main components: planned rotation diversity, in-rotation training, and multidimensional monitoring and evaluation. In the Barez Industrial Group, the lack of such a coherent model has led to job rotation programs being implemented in a fragmented manner and without detailed evaluation; which has not only delayed the achievement of ergonomic injury reduction goals, but also deprived the opportunity to fully utilize the capabilities of employees in different work environments. Initial internal studies confirm that implementing a targeted framework can increase useful working hours by up to 15% and reduce the rate of absence due to musculoskeletal problems by the same proportion (pilot study, 1400). Therefore, designing and presenting an applicable model for job rotation programs at the worker level with the aim of promoting motivation, developing knowledge, and ensuring ergonomic satisfaction is a practical and research necessity. The present study aims to develop this model and test it in the Barez Industrial Group, in order to establish systematic mechanisms and show how the combination of human resource management and industrial ergonomics can increase the health of the workforce and improve organizational performance. Based on the above explanations, this study seeks to answer the question: What is the job rotation program like at the worker levels of the Barez Industrial Group?
Review of theoretical foundations:
Job rotation
Job rotation is a method of human resource development that can strengthen the work morale of employees while developing their vision. The main purpose of implementing job rotation is not to transfer, grant promotions, appointments, and advancements, but if it is implemented in a calculated and targeted manner, it can be an effective aid in properly achieving the above and each of the motivational and developmental factors, and even designing the path of job movement. In implementing job rotation, it is necessary to consider cultural, environmental, structural, etc. factors, determine organizational levels, and analyze the conditions to determine the appropriate method of job rotation (Sowunmi, 2022).
Proper rotation of personnel in different jobs ensures that the fit between jobs and their employees is continuously maintained. Given that humans move towards excellence and development, continuously keeping personnel fixed in organizational positions and jobs is neither in the interest of the organization nor in the interest of its employees. Employee turnover in an organization is one of the effective management tools and is usually done in different ways. Promotion, transfer, job rotation, and temporary or permanent separation from service are considered major human resource turnover in an organization (Assuncao et a.l, 2022).
Garcia & Lopez (2025) conducted a study titled “Optimizing Job Rotation Programs Using Reinforcement Learning in Manufacturing Industries”. The results showed that the proposed model reduces skill learning time by 30% and increases productivity by 20%.
Robinson et al. (2024) conducted a study titled “The Effect of Structured Job Rotation on Reducing Turnover in the Technology Sector”. In this study, the research method was a descriptive-analytical survey. The results showed that structured job rotation decreases the turnover rate by 15%.
Research Methodology
The present study is an applicable-developmental research in terms of its purpose, and is a mixed-method research in terms of its method. Initially, the required skills were identified through qualitative content analysis. For this purpose, semi-structured interviews were used. To accurately identify the skills and capabilities required for each workstation, semi-structured interviews were conducted with 10 managers and supervisors of workstations with at least 5 years of experience in the Barez Industrial Group. Each interview took between 30 and 45 minutes and was accompanied by audio recording and careful note-taking. Coding and text analysis of the interviews were performed qualitatively. After that, clustering was performed using the K Means algorithm. Then, hierarchical analysis was used to determine the optimal number of clusters.
Research findings
The research findings showed that forty indicators were extracted in four components: "Duties and Responsibilities", "Technical Skills", "Environmental-Equipment Conditions", and "Safety Requirements". In the quantitative stage, clustering using the K Means algorithm classified the stations into four clusters: "Production", "Safety and Health", "Operations", and "Control and Supervision". In the production cluster, advanced technical knowledge in the field of materials and production engineering was identified as the first and most important skill. After that, analytical skills for solving production problems were identified as the second, and the ability to manage processes and continuous improvement was identified as the third. In the safety and health cluster, in-depth knowledge in the field of workplace safety and health was identified as the first and most important skill. After that, communication skills and the ability to train others were identified as the second, and the ability to analyze risk and manage crises was identified as the third. In the operational cluster, operational skills and equipment maintenance were identified as the first and most important skill. Then, technical knowledge in the field of machinery and precision instruments ranked second, and the ability to control quality and prevent waste ranked third. In the control and supervision cluster, supervisory and quality control skills were identified as the first rank. Then, technical knowledge in the field of production processes and raw materials ranked second, and the ability to analyze data and production information ranked third.
Discussion and Conclusion
The purpose of the present study was to design a job rotation program model at the worker levels of the Barez Industrial Group. The research findings showed that the competencies and skills required for each workstation to improve productivity and ensure safety in each workstation should simultaneously pay attention to "duties and responsibilities", "technical skills", "environmental and equipment conditions", and "safety and health requirements". Adopting such an integrated approach, while ensuring product quality, leads to a reduction in occupational accidents and increased employee satisfaction (International Labor Organization 2021; Samadiet al. 2022). In the studies of Hosseini & Mousavi (2021), a similar four-component model has been presented in which the combination of specialized skills with soft skills such as teamwork and problem solving is introduced as a key factor for success in process industries.
Data analysis of the present study showed that the simultaneous application of seven criteria of “skill sharing”, “environmental compatibility”, “safety requirements”, “team interactions”, “task complexity”, “training needs”, and “psycho-physical load” not only allows for more accurate clustering of workstations, but also makes the output of the clusters very meaningful from an applicable perspective for human resource planning. This multi-criteria approach allows the purely technical or mechanical differences of the stations to be combined with the human, training and job pressures dimensions; Therefore, decisions are not based solely on production or physical line data, but also on person-environment compatibility (Moradi & Yazdani. 2020; Samadiet al. 2022).

Abstract Abstract The aim of the present study was to provide a comprehensive model for international entrepreneurship in ECO member countries. A mixed research method was used: in the qualitative part, data were collected and analyzed using systematic data-based theory and interviews with 15 academic and executive experts (until theoretical saturation). In the quantitative part, 323 managers were selected from 2035 managers of knowledge-based companies in the Export Development and Technology Exchange Corridor by random sampling. The data collection tool included semi-structured interviews and a questionnaire based on qualitative findings. The validity of the tools was confirmed by experts and reliability was confirmed with Cronbach's alpha. Qualitative data were analyzed with MAXQDA software and three-stage coding, which resulted in the extraction of 356 primary codes, 79 open categories, 16 axial categories, and 5 selected categories. In the quantitative part, factor analysis and structural equations were conducted with AMOS. The findings showed that the international entrepreneurship model in ECO is based on multi-level convergence (macro, meso, and micro). Its main components include contextual factors (regional capacity building), causal factors (strategic context building), intervention factors (challenge management), strategies (operational framework), and consequences (sustainable development). This model can help policymakers, economic institutions, knowledge-based companies, and small, medium, and large companies enter global markets and pave the way for creating a sustainable competitive advantage and transforming ECO into an Asian innovation hub. Introduction International entrepreneurship, as the process of forming and expanding innovative economic activities across national borders and taking advantage of global opportunities, has become one of the main engines of economic growth in the world in recent decades (Chukwuka et al., 2024). The Economic Cooperation Organization (ECO), as a regional pact consisting of countries with common historical, cultural and geographical ties, has extensive capacities in the fields of trade, investment and knowledge transfer. With a population of over half a billion people and rich natural and human resources, these countries can provide an important platform for the expansion of international entrepreneurship. However, existing studies show that despite the existence of many opportunities, obstacles such as weak institutional coordination, limited access to capital, ineffective support policies, insufficient use of new technologies, and lack of regional entrepreneurial networks have prevented the full realization of the international entrepreneurial potential in the ECO region (khan, 2024). The ECO organization was initially founded in 1985 by Iran, Turkey, and Pakistan, and with the accession of seven other countries in 1992, it became a regional institution with the prospect of economic cooperation, infrastructure development, and facilitation of trade exchanges (abbas, 2024). Despite such capabilities, the growth of international entrepreneurship in ECO has faced serious obstacles; Complex bureaucracy, financial constraints, difficulty in accessing global markets, and sanctions have prevented the full use of potential (Montiel, 2023). Past research also shows that factors such as a strong business environment, effective support policies, the use of new technologies, and the capabilities of entrepreneurs are essential conditions for success in this direction (Deakins et al., 2024). However, the role of local culture and values, the effect of national policies, and how to integrate new technologies in a regional framework have still received less attention (Nazari et al., 2024). On the other hand, the geopolitical and economic conditions of these countries are such that entrepreneurial cooperation can not only improve the level of economic interactions in the region, but also play a role in increasing their economic resilience and socio-political convergence. Thus, providing a comprehensive and localized model for the development of international entrepreneurship in ECO member countries is an undeniable necessity; a model that can encompass both structural factors (such as policies, laws, and infrastructure) and behavioral factors (such as entrepreneurial culture, innovation, and risk-taking) and provide practical and efficient solutions by considering common characteristics and differences between member countries. Examining these obstacles and identifying key success factors can pave the way for providing a local and efficient model for the development of international entrepreneurship in the ECO region. Therefore, the research question is: What model can explain the key and effective dimensions of international entrepreneurship in ECO member countries and pave the way for the sustainable development of the region?  Theoretical foundations Entrepreneurship and economic growth Entrepreneurship is recognized in the economic development literature as one of the most important engines of growth and innovation. This phenomenon creates economic and social value by identifying new opportunities, organizing resources, and creating innovative businesses, and provides a platform for the dynamics of economic systems (Callegari, 2024). At the international level, entrepreneurship takes on more complex dimensions, because entrepreneurs are forced to face institutional, political, and cultural diversity in addition to economic factors. Accordingly, “international entrepreneurship” as an interdisciplinary field in management, economics, and social sciences, focuses on the process of identifying and exploiting cross-border business opportunities (Zahra & George, 2017). In other words, at the international level, this concept becomes important when entrepreneurs operate in diverse political, economic, and cultural environments and are forced to adapt to the institutional and structural differences of different markets (Zahra and George, 2017). Having its roots in internationalization discussions (Tolstoy, 2024), international entrepreneurship, is known as a tool for exploiting cross-border opportunities and creating competitive advantage. Doozandeh Ziabar et al., (2024) studied the presentation of a social entrepreneurship model in rural tourism development in a tourism target village in Guilan province. The statistical population of the study included 10 managers, experts, and university professors in the field of tourism, selected through purposive sampling. The results of the qualitative questionnaire and open interviews with sample members were analyzed after taking notes and transferring them to the system using the data-driven method and through coding and Max Quda software, and the output and final model were reported. The results showed that traditional tourism entrepreneurship follows a capitalist approach. Shahzad et al. (2024) studied "International Entrepreneurship Antecedents and the Role of Emerging Technologies in Achieving Sustainable Development Goals". This research is applicable in terms of purpose, and quantitative in terms of approach; the data were analyzed using PLS-SEM techniques in SmartPLS 4 software. The findings showed that key antecedents of international entrepreneurship significantly affect sustainable development and emerging technologies play a mediating role between antecedents and sustainable development. Research Methodology This research was conducted with a mixed approach (modern hybrid) and in two qualitative and quantitative stages. In the qualitative part, systematic data-based theory was used and the statistical population included academic and non-academic experts in the field of international entrepreneurship. Purposive sampling continued until theoretical saturation was reached, and a total of 15 semi-structured interviews were conducted. Qualitative data were collected through in-depth interviews, observation, and review of scientific documents, and then analyzed. In the quantitative part, the data collection tool was a researcher-made questionnaire with a five-point Likert scale. The reliability of the questionnaire was confirmed by Cronbach's alpha test and its validity was confirmed through content validity and construct validity. Finally, structural equation modeling was used to test the research hypotheses using Amos software. Research findings By presenting a local model of "entrepreneurship development based on multi-level convergence", the present study showed that institutional coordination, regional networking, and empowerment of entrepreneurs at three macro, intermediate, and micro levels connect regional capacities in an integrated manner. Contextual factors such as policies, entrepreneurial culture, technological infrastructure and international cooperation provide the foundation for entrepreneurial development, while administrative barriers, legal restrictions and cultural differences pose challenges. Research innovations include the “interactional model of natural resources”, the “dual role of family relationships”, and the “multi-layer model of administrative barriers”. Proposed strategies target the development of infrastructure, cross-border cooperation networks, and the promotion of individual capabilities. The consequences include increased innovation, economic growth and the creation of job opportunities, and social welfare.  Conclusion The present study, with the aim of analyzing the development of international entrepreneurship in the ECO region, has presented an indigenous model called “Entrepreneurship Development Based on Multilevel Convergence”. The findings show that multilevel convergence, including institutional coordination, regional networking and empowerment of entrepreneurs, plays a central role in strengthening international entrepreneurship and connects regional capacities in an integrated manner at three levels: macro (regional policy-making and governance), meso (inter-organizational networks) and micro (individual skills and capabilities). These results are consistent with the findings of Morris (2024) and O’Connor (2023), who have emphasized the importance of institutional frameworks and cooperation networks in the growth of regional entrepreneurship. The analysis of the research context showed that contextual factors including supportive policies and laws, entrepreneurial culture, technological infrastructure and international cooperation are the foundation for the formation of international entrepreneurship in the ECO region. Cultural and historical commonalities, shared natural resources and economic diversity of countries, especially in the completion of the value chain, play both facilitating and challenging roles. Innovative findings of the research include the “interactive pattern of natural resources” and the “dual role of family relationships” that simultaneously act as an advantage and a constraint in the entrepreneurial process. These results are in line with the studies of Khan et al. (2024) and Zocchla (2024) that have highlighted the importance of contextual capacities in regional entrepreneurship. On the other hand, intervening conditions including administrative and bureaucratic challenges, legal and policy constraints and cultural and social barriers were identified. Lengthy company registration processes, lack of legal transparency, sudden policy changes, language differences, and limited role of women are examples of the main barriers. By introducing the “multi-layered model of administrative barriers” and providing an integrated framework for managing these challenges, this study has provided practical solutions to reduce their negative effects, and is consistent with the findings of Esmaeilpour et al. (2020), Khosravi (2023), and Navi (2025). Entrepreneurship development strategies in the ECO region focus on three main axes: strengthening legal frameworks and supportive policies, developing common technological and economic infrastructure, and expanding cross-border cooperation networks. Tools such as tax exemptions, joint technology parks, digital platforms, and holding regional conferences facilitate entry into entrepreneurial activities and increase the capacity for synergy among entrepreneurs in member countries. Research innovations include the design of a “regional entrepreneurship policy model at three levels”, a framework for measuring the effectiveness of shared technological infrastructures, and the development of a “smart networking model among regional entrepreneurs.” The consequences of international entrepreneurship development in the ECO region include two dimensions: economic and social. From an economic perspective; increased innovation, GDP growth, and technological export promotion are observed, and from a social perspective; the creation of job opportunities for youth and women and the improvement of general welfare indicators are significant. These results are in line with the findings of OECD (2023) and Economic Development Bank (2022), which have emphasized that regional entrepreneurship can lead to sustainable economic and social growth. 

Abstract Abstract
The aim of the present study is to identify and analyze the strategies for creating and consequences of brand identification using the FCM method. The present study is applicable in terms of its purpose, and exploratory in terms of data collection. Also, this research is a mixed (qualitative-quantitative) research based on the inductive deductive philosophy. The statistical population of the research is experts including university professors, food industry and restaurant managers in Lorestan and their customers, 29 of whom were selected using the purposive sampling method and based on the principle of theoretical saturation. The data collection tool in the qualitative part is an interview, whose validity and reliability were confirmed using content validity and theoretical validity and the intra-coder and inter-coder reliability measurement method. Also, the data collection tool in the quantitative part is a questionnaire, whose validity and reliability were confirmed using content validity and test-retest reliability. Qualitative data were analyzed using content analysis method and MaxQDA software, and quantitative data were analyzed using fuzzy cognitive mapping method and Gaffey software. The results of this study indicate that focusing on nostalgia and memory-making with the centrality index (11/16) and creating an inspiring brand story with the centrality index (05/16) are the most important strategies for creating brand identity and forming a sustainable identity bond (4/17) and strengthening competitive advantage through identity differentiation with the centrality index (33/17) are the most important outcomes of brand identity.
Introduction
In today's dynamic and competitive markets, brands face numerous challenges in attracting, retaining, and interacting with customers. Increasing consumption options, rapid changes in consumer preferences and behaviors, and the influence of cultural, social, and psychological factors on purchasing decisions have forced organizations to seek innovative solutions to differentiate and strengthen their connections with their audiences (Seminari et al., 2022). Despite the increasing importance of the role of brand identification in forming emotional and lasting relationships between brands and consumers, there is still no comprehensive understanding of the mechanisms of this phenomenon and its consequences, especially in sensitive and competitive industries such as the food industry. In a situation where multiple choices, increasing consumer awareness, and sensitivity to values ​​such as health, sustainability, and authenticity have made purchasing behavior more complex (DelVecchio et al., 2024), brands are forced to move beyond product functions and align with consumers' identities, values, and lifestyles in order to build trust, loyalty, and lasting preference (Van der Westhuizen, 2018). However, there is a significant gap in the domestic and foreign literature on specific and effective strategies for creating brand identity and its consequences in the food industry, while this industry needs to create trust, transparency, and emotional connection with consumers more than other areas (Li et al., 2022‌). This theoretical and applicable gap highlights the need for research that can provide a scientific and practical framework for identifying the factors affecting the creation of brand identity and explaining its effects on consumer behavior and attitudes. Therefore, the main question of this research is: What strategies lead to the creation of brand identity in the food industry and what consequences does this identity have for consumer behavior and brand performance?
Theoretical Framework
Brand Identity
Brand identity refers to a state in which a consumer sees himself aligned with the values, identity, and personality of a brand and considers it part of his personal or social identity. This phenomenon goes beyond simply purchasing a product or service and refers to the deep connection that a consumer establishes with a brand, such that the brand becomes a symbol of their beliefs, lifestyle, or even ideals (Van der Westhuizen, 2018). The importance of this concept in consumer behavior is that brand identification can lead to long-term loyalty, brand advocacy, and even influence others. When consumers identify with a brand, they feel a sense of belonging to that brand, and this feeling can strongly influence their purchasing decisions (Zafari & Nasimi, 2022). This emotional connection causes the consumer to continue to stick with their favorite brand even when faced with cheaper options or other competitors. From a psychological perspective, brand identification helps consumers to strengthen their identity or be accepted in certain social groups that are consistent with brand values. This is especially important in modern societies where consumption has become a part of individuals' social identity (Borjalilou & Emadinasab, 2025).
Abbasi Esfanjani & Basir (2025) conducted a study titled "Analytical Model of the Relationship between Brand Identification, Perception of Corporate Social Responsibility, and Digital Product Brand Preference". The findings and results showed that consumers' perception of digital product social responsibility has a significant effect on brand identification. Also, brand identification has a significant effect on brand preference for digital product products. Perception of social responsibility has a significant effect on brand preference for digital product products. Brand identification plays a mediating role in the effect of perception of corporate social responsibility on brand preference for digital product products.
Zafari & Nasimi (2022) conducted a study titled "The Effect of Brand Identity and Trustworthiness on Customer Attachment and Loyalty to Sports Brands". The results of the study show the effect of brand identity on brand attachment, product identity on product attachment, brand trustworthiness on brand attachment, product trustworthiness on product attachment, product attachment on brand attachment, brand attachment on brand loyalty, and product attachment on brand loyalty. The findings indicate that brand attachment and product attachment directly and positively affect brand loyalty.
Research Methodology
This research is exploratory in nature and is based on the inductive deductive paradigm.
Research Findings
The results of the qualitative section indicate the strategies for creating and consequences of brand identity in the food and restaurant industry. Accordingly, strategies for creating brand identity include creating an inspiring brand story, actively engaging with audiences on social media, creating personalized experiences, using relevant influencers, emphasizing social responsibility, focusing on a strong, coherent, and engaging visual identity, creating brand-centric rituals, characterizing the brand as an emotional narrator, creating interactive and playful content, and focusing on nostalgia and memory-making. Also, the consequences or downstream factors of brand identity in the food and restaurant industry are strengthening competitive advantage through identity differentiation, forming self-sustaining brand-centric communities, forming a sustainable identity bond, increasing the synergy rate in the brand ecosystem, creating a brand halo effect, reducing the churn rate in the customer life cycle, strengthening resilience against competitive disruptions, increasing perceived value beyond service, creating sustainable revenue streams, and enhancing brand symbolic capital. Also, the results of the quantitative part of the research include measuring the importance and prioritization of strategies for creating and consequences of brand identity in the food industry. Accordingly, the most important strategies for creating brand identity are focusing on nostalgia and memory, creating an inspiring brand story, and focusing on a strong, coherent, and attractive visual identity. Focusing on nostalgia and memory in brand identity creates a deep emotional connection with the audience. This approach strengthens brand loyalty by evoking positive emotions and shared memories. An inspiring brand story establishes a deep connection with the audience by creating a meaningful and emotional narrative. These stories strengthen customer identification and loyalty by conveying brand values ​​and identity. Also, a strong, coherent, and attractive visual identity strengthens brand recognition in the audience's mind by creating a distinctive and memorable image. This visual coherence deepens trust and emotional connection with the brand and increases identification. Also, the formation of a sustainable identity bond, strengthening competitive advantage through identity differentiation, and reducing the churn rate in the customer life cycle were identified as the most important consequences of brand identification. Brand identification plays a key role in the formation of a sustainable identity bond by creating an emotional and value connection between the consumer and the brand. This connection creates a long-term and meaningful relationship between the individual and the brand by strengthening the sense of belonging and loyalty. Brand identification strengthens identity differentiation by creating a deep emotional connection between the consumer and the brand. This differentiation creates a sustainable competitive advantage and increases customer loyalty. Brand identification also increases the sense of belonging of customers by creating a strong emotional bond. This deep connection reduces the churn rate in the customer life cycle and strengthens long-term loyalty. Overall, the research findings show that brand identification in the food industry in Iran is rooted in identity, emotional, and cultural experiences, rather than being influenced by advertising activities or direct interactions. 
Conclusion
According to the results of the present study and the reviewed research background, most of the findings are in line with previous research. Most studies have emphasized that brand identification as an identity-affective construct has a significant role in strengthening brand preference, customer loyalty, brand attachment, and repurchase intention. Studies of Abbasi Esfanjani & Basir (2025), Hoseini ravesh et al. (2024), Zafari & Nasimi (2022), and Rabiei Rudsari et al. (2019) all show that brand identification and its related factors (perceived social responsibility, brand trustworthiness, actual and ideal identification) have a direct impact on brand preference, brand attachment, and customer loyalty. Findings from international studies, including Kini et al. (2024), Li et al. (2022), and McManus et al. (2022) also reinforce this path, stating that self-concept, brand personality traits, and emotional-identity bonds influence brand loyalty and preference through the mediation of brand identification. This broad alignment shows that the mechanisms for forming identity bonds between customers and brands vary across cultures and industries, and supports the current study’s view of the importance of strategies such as brand narrative, nostalgia, personalized experience, and social responsibility. On the other hand, some of the research background also highlights points of distinction that can be considered as cases of misalignment or differences in emphasis. For example, research of Kini et al. (2024) shows that self-concept alone does not lead to loyalty and only operates through customer engagement and brand identification; this finding emphasizes that identity bonds require the presence of complementary behavioral mechanisms, while some domestic research (e.g. Rabiei Rudsari et al., 2019) places a more direct emphasis on the impact of actual and ideal self-identification on purchase intention.

Abstract Abstract The aim of the present study is to design and explain a strategic entrepreneurship model in the field of urban e-governance: a mixed approach. The present study is fundamental-applicable in terms of its purpose, and mixed (qualitative-quantitative) in terms of its implementation method. The statistical population of the qualitative section includes 14 experts, entrepreneurs in the field of information technology and urban management, selected using the snowball method. The statistical population of the quantitative section includes 384 entrepreneurs in the field of information technology and urban management, selected using the convenience sampling method. Data collection in the qualitative section was carried out through semi-structured interviews and in the quantitative section through a questionnaire. The data analysis in the qualitative section was carried out using the grounded theory method, and in the quantitative section, PLS. The results of the research in the qualitative section show that 164 initial codes were placed in 22 categories. Also, the development of strategic entrepreneurship in e-governance requires simultaneous attention to the components of the three business, national, and international levels. The business and national level components act as a basis and facilitator for the international components. Specifically, the creation of hardware and software infrastructures at the national level and attention to macroeconomic stability strengthens the competitive advantage at the international level. The results obtained from the structural equation model show that the coefficient of all hypotheses is higher than 0.3. The t-statistic is also higher than 1.96. The significance level of the hypotheses is also lower than 0.50. Therefore, all relationships are confirmed. Introduction Access to the information needed for decision-making, further control and monitoring of the organization and processes, the possibility of analyzing conditions and analyzing in planning and simulating decisions can be significant effects of the presence of information technology in the organization (Stone et al., 2020). With increasing environmental uncertainty, rapid changes, and new global challenges, one of the effective solutions to adapt to continuous developments and to get ahead of competitors is to move towards strategic entrepreneurship, because the environment facing today's societies is constantly changing, and it is entrepreneurs who provide a model for coping with and adapting to these changing and dynamic conditions, and employees are also considered an important element in the work and entrepreneurship process (Khajuei Nasab Karani, 2018). Strategic entrepreneurship is a concept that integrates entrepreneurial actions and strategic management principles within organizations (Bashir & Vij, 2023). Along with the importance of strategic entrepreneurship, one cannot ignore the changes in the field of information and the introduction of electronic approaches into society. Of course, it should be considered that today, electronic governance is not only considered a threat, but also a strategic driver for businesses. However, it should be noted that in today's dynamic and competitive world, the benefits of this strategic driver in achieving organizational goals and increasing entrepreneurship can be used when organizations, instead of just using information technology, also pay due attention to the governance and improvement of information technology services and change their approach towards an optimal entrepreneurial process (Akhavan Agh Ghale & Eskanderpour, 2020). In general, e-governance in the modern era maximizes the value of information technology, because it affects management in the field of information and provides a stable and secure platform for various innovative approaches. As a result, it can be seen that e-governance helps maintain competitive advantage by improving the level of strategic entrepreneurship (Elazhary et al, 2022). Therefore, we are looking for an answer to the question: how is the strategic entrepreneurship model in the field of mixed-approach urban e-governance designed and explained? Theoretical Framework Entrepreneurship Entrepreneurship involves creativity and innovation, risk-taking and planning; a process in which raw ideas are managed in a way that leads to economic consequences. Entrepreneurship is also a type of employment that, through a dynamic, energetic, passionate and enthusiastic process, presents, creates and implements new ideas and creative solutions (Abdelkarim, 2019). Strategic Entrepreneurship Strategic entrepreneurship is an application program for developing a new project within an organization that is based on exploiting new opportunities and creating economic value. Strategic entrepreneurship can be defined as a continuous organizational readiness to explore new competitive fields and identify capabilities to exploit them. The main contribution of the field of strategic entrepreneurship in organizations is to increase awareness and understanding of the role of entrepreneurship in mutual organizations, which aims to revitalize these organizations and their organizational performance. Strategic entrepreneurship can be identified through a set of characteristics, namely: exploiting existing knowledge as the basis for social and economic progress (Sajedi & Kazemi, 2024). E-Governance E-Governance is a way for governments to use information technology and other new technologies to facilitate individuals to access government information and services, improve their quality, and provide broad opportunities for participation in democratic processes and symbols (Soong et al, 2020). Chabak et al. (2025) studied the development of a model for e-government governance with an approach to facilitating and developing digital businesses in Iran. The findings showed that the dimensions of smart digital management and policymaking, technological infrastructure and interoperability, digital services and common business development platforms, human resource empowerment and innovative organizational culture, supportive legal and regulatory frameworks, stakeholder participation and interaction, and continuous evaluation and improvement have a significant impact on e-government governance with an approach to developing digital businesses. All model fit indices indicated a favorable fit of the conceptual model with the empirical data. The research results indicate the need to redefine the role of the government from a service provider to a facilitator and platform builder. To achieve efficient digital governance, it is essential to pay attention to smart policymaking, develop open and secure infrastructure, institutionalize an innovative culture, support laws, and structured stakeholder participation. This model can be a guide for policymakers to improve the digital ecosystem and facilitate the growth of technological businesses in the country. Shirani & Ayneh (2025) examined the future city, integrated urban governance, and presented an entrepreneurial city model in Iran. The findings have led to the presentation of a conceptual model of the future entrepreneurial city with five main components: 1) data-driven participatory governance; 2) technological and social infrastructure; 3) flexible policymaking; 4) innovative urban economy; and 5) human capital empowerment. The proposed model is designed based on Iran's indigenous capacities and institutional challenges and can be proposed as a policy-friendly model for empowering Iranian cities in the era of digital transformation and complex crises. Research Methodology The present study is fundamental-applicable in terms of purpose, and mixed (qualitative-quantitative) in terms of implementation method. The statistical population of the qualitative section includes 14 experts, entrepreneurs in the field of information technology and urban management, selected using the snowball method. The statistical population of the quantitative section includes 384 entrepreneurs in the field of information technology and urban management, selected using the convenience sampling method. Data collection in the qualitative section was carried out through semi-structured interviews and in the quantitative section through a questionnaire. Research findings The data analysis method was used in the qualitative section, and PLS in the quantitative section. The results of the research in the qualitative section show that 164 initial codes were placed in 22 categories. Also, the development of strategic entrepreneurship in e-governance requires simultaneous attention to the components of the three levels of business, national, and international. Business and national level components act as a grounding and facilitator for international components. Specifically, creating hardware and software infrastructure at the national level and paying attention to macroeconomic stability strengthens competitive advantage at the international level. The results obtained from the structural equation model show that the coefficient of all hypotheses is higher than 0.3. Also, the t-statistic is higher than 1.96. The significance level of the hypotheses is also lower than 0.50. Therefore, all relationships are confirmed. Conclusion The present study was conducted with the aim of designing and explaining a model of strategic entrepreneurship in the field of urban e-governance using a mixed approach. The findings of this study are consistent with the research of Chabak et al. (2025), Shirani & Ayneh (2025), Parvin et al. (2024), Rajabpour et al. (2023), Xin et al. (2023), and Oana-Ramona et al. (2021). Parvin et al. (2024) showed that capacity building to establish the right to access information, increase regulation, discipline urban management mechanisms, strengthen internal platforms for networking and securing information in line with urban smartness can be implemented through the implementation of a good digital governance model. Considering the results obtained, the following suggestion is made: Policymakers and planners should consider many factors for the development of strategic entrepreneurship. Factors such as the creation of infrastructure and superstructures of companies and organizations are of great importance and provide a platform for the growth of entrepreneurship. Therefore, it is recommended to provide the necessary conditions in this regard.

Abstract Abstract The aim of this study is to present and validate a sustainable consumer behavior model based on good digital governance in the banking industry (case study: Parsian Bank). The research method is developmental-applicable in terms of targer, mixed in terms of implementation method, and of descriptive-exploratory type. The statistical population in the qualitative section includes 9 experienced professors in the field of research and senior and knowledgeable managers in the banking industry and Parsian Bank across the country, selected purposefully (judgmentally); and in the quantitative section includes 358 branch managers across the country, 186 of whom were selected using the Cochran formula and simple random sampling method. The tool for collecting findings in the qualitative section is a semi-structured interview and in the quantitative section is a questionnaire. MAXQDA software was used to analyze the data in the qualitative section and SPSS, and PLS software in the quantitative section. After coding, 23 subcategories were identified, including organizational values ​​supporting the formation of responsible behavior, Parsian Bank's macro and strategic goals, the level of education of the community and the expansion of new digital technologies at the banking level, influential factors (causal factors), providing personalized services, continuous training and awareness, reviewing digital policies, creating secure digital banking channels, and managing digital assets in the bank (pivotal factors). Considering the extracted components, the final research model explains a way to create sustainable consumer behavior and determine strategies and operational plans for the sustainable development of the country and improving bank performance. Introduction Good digital governance is recognized as a key framework for aligning digital processes with sustainable development goals. Recent studies show that the effective integration of technologies such as artificial intelligence and data analytics into banking systems not only increases operational efficiency, but also plays a decisive role in shaping sustainable consumer behavior. In particular, the report (Wang & Zhang, 2025) emphasizes that the use of artificial intelligence in integrating ESG (environmental, social and governance) data with banking decision-making processes leads to improved transparency and accountability (Wang & Zhang, 2025). On the other hand, research of Stauropoulou et al. (2023) shows that online banking plays a pivotal role in increasing financial inclusion and empowering underserved communities through personalized financial management tools by reducing access barriers. These findings suggest that designing digital systems based on good governance principles can lead to building customer trust and loyalty. Another study by Khosrpour et al. (2024) emphasizes the need to adopt digital transformation governance frameworks in commercial banks and proposes the “self-empowerment” strategy as an efficient model for coordinating between centralized and decentralized structures. Also, changes in lifestyle and the emergence of new technologies have led to different needs of customers who demand personalized services. In this competitive industry, banks must have strategies to maintain their competitive position. Good digital governance can improve consumer behavior by communicating with customers in a two-way manner and conveying necessary information about sustainable financial solutions to customers (Lucas & Basuki, 2015). By using digital technologies, banks can provide faster services and more diverse products, which increases customer interaction with the bank. In this regard, there are theoretical gaps about the role of good digital governance in the banking industry and its impact on sustainable consumer behavior. Also, differences in the definition and interpretation of sustainable consumer behavior can lead to a variety of perceptions and theoretical gaps among researchers (Zulfikar et al. 2020). The present article, focusing on Parsian Bank as a case study, seeks to combine research findings in the field of digital governance and sustainable consumer behavior to present a new model that is capable of adapting to rapid technological developments and increasing stakeholder expectations. Accordingly, the present study seeks to answer the following question: How does the presentation and validation of a sustainable consumer behavior model based on good digital governance in the banking industry look like in Parsian Bank?  Theoretical Framework Sustainable Consumer Behavior Sustainable consumer behavior refers to the conscious and intentional actions of individuals as consumers to minimize the negative environmental, social, and economic impacts associated with their purchasing decisions. This includes choices that support sustainable practices, products, and businesses with the aim of promoting environmental protection, social equity, and economic well-being. By adopting this behavior, individuals can contribute to positive changes that create a more sustainable and just society (Milfont & Markowitz, 2016). Digital Governance Digital governance includes strategies and methods for managing and optimizing advertising activities, content marketing, digital public relations, data analytics, and customer communications. These actions help businesses improve, strengthen customer relationships, and ultimately increase sales and profitability. For example, using data analytics to better understand business strengths and weaknesses, identify customer behavior patterns, and optimize marketing strategies is an important aspect of digital governance in the marketing space. In general, digital governance in the marketing space plays a fundamental role in customer engagement, advertising, and online sales, and provides businesses with enormous opportunities to improve performance and growth (Shmok, 2022). Mohammadi et al. (2024) examined the design of a regulatory model based on sustainable development governance. They believe that the governance-based monitoring model for sustainable development includes three overarching themes (contextual, content, and monitoring) and five organizing themes (policy-based factors, economic factors, social factors, audit and reporting factors, and environmental factors) and 28 basic themes (formulation and implementation of economic, environmental, and social development policies, annual GDP growth, full employment, transparency, fiscal discipline, economic stability, social justice, access to renewable energy, combating desertification, waste management, sustainable forest management, sustainable use of financial resources and terrestrial ecosystems, reducing air pollution, minimizing the release of hazardous chemicals, poverty alleviation, social responsibility, combating corruption, health, intergenerational commitments, education, participation, promoting security, public welfare, budget and analytical reports, and audit reports). Hael et al. (2024) examined the trends in the literature on consumer behavior and sustainability: insights from a bibliometric analysis approach. They concluded that the three components The main ones, namely attitude, mental norms and perceived behavioral control, together shape the behavioral intentions of the individual and behavioral intention is the closest determinant of human social behavior and can have a significant impact on prediction.  Research Methodology The research method is developmental-applicable in terms of its purpose, mixed in terms of implementation method, and descriptive-exploratory. The statistical population in the qualitative section includes 9 experienced professors in the field of research and senior and knowledgeable managers in the banking industry and Parsian Bank nationwide, which were selected purposefully (judgmentally) and in the quantitative section includes 358 branch managers nationwide, 186 of whom were selected using the Cochran formula and simple random sampling method. The tool for collecting findings in the qualitative section is a semi-structured interview and in the quantitative section is a questionnaire.  Research Findings MAXQDA software was used to analyze data in the qualitative section and SPSS and PLS software were used in the quantitative section. After coding, 23 subcategories were identified, including organizational values ​​supporting the formation of responsible behavior, Parsian Bank's macro and strategic goals, the level of education of the community and the expansion of new digital technologies at the banking level, influencing factors (causal factors), providing personalized services, continuous training and awareness, reviewing digital policies, creating secure digital banking channels, and managing digital assets in the bank (central factors). Considering the extracted components, the final research model explains a way to create sustainable consumer behavior and determine strategies and operational plans for the sustainable development of the country and improving bank performance. Conclusion The present study was conducted with the aim of presenting and validating a model of sustainable consumer behavior based on good digital governance in the banking industry (case study: Parsian Bank). These results are consistent with the results of Mohammadi et al. (2024), Hael et al. (2024), Akpan Obong et al. (2023), Rezaei Lori et al. (2022), Husta & Zabkar (2021), Al-Ansari et al. (2021), Velenduck et al. (2017), and Wu et al. (2016). Rezaei Lori et al. (2022) stated that; holistic responsibility is a factor for the formation of good governance and along with it, knowledge linkage, innovation platforms and innovative actions lead to sustainable development in social, economic and environmental dimensions. According to the research results, the following suggestions were made: Parsian Bank should evaluate and continuously improve its integrated channels by receiving consumer feedback periodically with the aim of their participation in the digital service improvement processes. This can be done through surveys, online comments or in-app feedback systems. 

Abstract Abstract The aim of the present study is to design a model for developing life insurance culture in Iran. The research method is applicable in terms of its purpose, and mixed (qualitative-quantitative) in terms of its implementation method. The statistical population of the qualitative part of the study includes 17 experts who were selected through purposive sampling. The statistical population in the quantitative part includes employees of insurance companies in the country, which was considered to be 411 people according to the Cochran formula. Data collection in the qualitative part was carried out through semi-structured interviews, and in the quantitative part through questionnaires. In analyzing the data in the qualitative part, an interpretive paradigm based on the content analysis strategy was used, and in the quantitative part, SPSS and Lisrel software were used. The results of the study showed that the significance of the obtained coefficients and parameters of the dimensions of the model for developing a life insurance culture in Iran showed that all the obtained coefficients are significant. This study provides a framework for designing a qualitative model of the development of life insurance culture in Iran. Introduction The rapid changes and transformations occurring in people's lives have exposed them to numerous risks such as loss of property and assets, physical injury in the workplace, disability, disability, and death. Today, various types of insurance coverage have been developed to reduce the many risks that people face. Life insurance is known as the most effective and acceptable tool in many countries around the world to reduce the adverse effects of accidents (Hghighi et al., 2015). Insurance companies are organizations that reduce the consequences of various risks for individuals and institutions and transfer funds consisting of premiums paid by insured persons to different markets in exchange for the services they provide. Insurance is defined as the minimization of risks by transferring them in exchange for a certain premium in order to protect against the economic consequences of events that cause damage and loss of income under certain conditions. Insurance takes precautionary measures in advance against losses and damages caused by anticipated risks. The insurance industry plays a key role in the development of capital markets, which ensure the flow of funds to the economy as well as its healthy and sustainable growth. In this context; investment funds, portfolio management companies, as well as private pension funds and life insurance companies from private pensions, are among the most important institutional investors (Sharma & Sood, 2022). Life insurance is considered a kind of indicator of futurism with a quality and developable life approach in developed societies. The development of insurance culture, especially life insurance, will provide the future of every human being with security and peace of mind and will ensure the hope of a quality life within the individual. Life insurance accounts for more than 58% of the world's insurance portfolio and reaches over 70% in some Southeast Asian countries. This figure is less than 10% of the insurance industry portfolio in Iran (Riahifar, 2016). On the other hand, price competition has also lost its meaning, and instead of competing on price, insurance companies are thinking about maintaining and promoting customer loyalty as a new tool in marketing. In the concept of marketing, it is believed that achieving organizational goals depends on defining and determining the needs and demands of target markets and ensuring their satisfaction should be more desirable and effective than other competitors. In today's world, companies that satisfy their customers more will be successful. Companies that do not simply seek short-term sales and focus on achieving long-term customer satisfaction by providing superior and distinctive insurance services can achieve more profitability. Therefore, in this market, customers expect insurance companies to provide the most value with the lowest premium (Eckert et al., 2022). The main issue of this research is: what is the pattern of development of life insurance culture in Iran?  Theoretical framework Development of insurance culture The insurance industry is a set that is in contact and interaction with the non-insurance environment outside the insurance industry; including the political, economic, and socio-cultural environments. Therefore, the culture and overall strategic direction of the insurance business must be integrated in a way that can create a superior brand and services for stakeholders. In this regard, the social culture of the society is an influential factor; understanding its priorities, extracting standards and indicators related to it, and familiarizing with the path of its dominant cultural approaches leads to the excellence and mutual effectiveness of the insurance industry's service capacity and the prosperity of this industry's business (Asadi & Hedayati Biland, 2019). Farajzadeh et al. (2025) have conducted a study entitled “Designing and Explaining Factors Affecting the Development Model of Life Insurance Sales in the Iranian Economy”. The findings indicate that individual factors have the greatest impact on the demand side, insurance factors affect the supply side, and macroeconomic conditions affect both sides. Hosseinzadeh et al. (2025) have conducted a study entitled “Identifying and Analyzing Drivers Affecting the Insurance Industry”. Based on the research findings, several practical suggestions were presented to exploit the upcoming opportunities and deal with possible challenges. These suggestions include: developing platforms for joint cooperation between traditional insurance companies and insurtechs to promote innovation and agility, investing effectively in information technology infrastructure and advanced data analysis, formulating and implementing educational policies to improve the digital literacy of policyholders and employees, and reviewing laws and regulations in a way that supports technological innovations while also protecting the rights and interests of policyholders.  Research Methodology The research method is applicable in terms of its purpose, and mixed (qualitative-quantitative) in terms of its implementation method. The statistical population of the research in the qualitative section includes 17 experts selected by purposive sampling. The statistical population in the quantitative section includes employees of insurance companies in the country, which was considered to be 411 people according to the Cochran formula. Data collection in the qualitative section was carried out through semi-structured interviews and in the quantitative section through questionnaires. Research findings In analyzing the qualitative data in the form of an interpretive paradigm based on the content analysis strategy, and in the quantitative part, SPSS and Lisrel software were used. The results of the research showed that the significance of the coefficients and parameters obtained for the dimensions of the life insurance culture development model in Iran showed that all the obtained coefficients are significant. This research helps by providing a framework for designing a qualitative model of the life insurance culture development model in Iran.  Conclusion The present research was conducted with the aim of designing life insurance culture development model in Iran. The results of this study are consistent with the results of Farajzadeh et al. (2025), Hosseinzadeh et al. (2025), Ekhtiari & Naseri Borujeni (2025), Ghanbarzadeh & Fathi (2025), Saeedi (2023), Shahabadi et al. (2021), Chen (2021), Ravi & Varshney & Manoj (2020), Canh & Wongchoti & Thanh (2020), Leiria & Matos & Rebelo (2020), Ning (2019), Cheng & Yu (2019), and Stahl & Andersson (2018). Ekhtiari & Naseri Borujeni (2025) showed that several factors at the macroeconomic, institutional, insurance industry, socio-cultural and technological levels have affected the sales of life insurance in Iran. Factors such as economic fluctuations and high inflation, instability caused by sanctions, weakness in the marketing and sales system, inadequacy of products tailored to customer needs, low level of insurance awareness and culture, and infrastructure challenges in the field of information technology have been among the most important obstacles to growth. Based on the present study, the following suggestion is made: It is suggested to increase awareness about the importance of the role and position of life insurance among both policyholders and insured. This awareness can be in the form of effective advertising and education in schools and universities.