New Approaches in Management and Marketing

Abstract the purpose of this study was to analyze the role of artificial intelligence in the evolution of b2b strategies and to explain its consequences in small and medium - sized enterprises .this study was applied in terms of purpose and was designed based on a qualitative approach based on داده‌بنیاد 's strategy .data were collected through semi - structured interviews with 15 marketing managers , experts of artificial intelligence and sales strategists who had lived experience in applying smart technologies .data analysis was performed in three stages : open , axial and selective coding using MAXQDA software .the results showed that causal factors , including necessity of analysis of large competitive data , change in decision - making patterns of organizational purchasers and pressure to reduce marketing costs have a key role in the beginning of this evolution .contextual factors include digital maturity of the organization and the quality of data infrastructure provide the necessary tools for successful implementation of intelligent marketing , while financial resources limitation , technical complexity and resistance of traditional sales experts act as confounding factors .according to the results , adopting strategies such as deployment of smart metering systems , پیش‌بینانه analysis and content automation can improve outcomes such as rate of return , loyalty of key customers and reduction of sales cycle .this research presents a systematic framework that helps managers of small firms to gain competitive advantage in industrial markets by understanding complex interactions between artificial intelligence tools and marketing strategies.

Abstract The purpose of this study is to propose a model for ranking insurance companies based on brand equity. This research was conducted qualitatively using the content analysis method. The statistical population comprised 10 experts, including managers, specialists, and academic faculty members, who were selected through purposive sampling, with sampling continuing until theoretical saturation of categories was achieved. The data collection instrument was semi-structured interviews. For data analysis, components related to brand equity were first extracted using a qualitative approach and the content analysis technique, which included open coding, axial coding, and selective coding. Subsequently, MAXQDA software was utilized for analysis. The findings indicated that 36 components were identified and an initial model was developed. Based on the final conceptual model, the most significant factors influencing brand equity in ranking insurance companies include: service attributes, customer attributes, financial performance, profitability, credibility and public trust, innovation and technology, investment and financial assets, symbolic attributes, and servicescape.

Abstract The present study aims to identify and prioritize the challenges of implementing digital marketing in knowledge-based companies located in Qom and Markazi provinces. The study adopted a mixed-methods approach, combining qualitative and quantitative methods. Qualitative data were collected through a literature review and interviews with fourteen managers of knowledge-based companies, selected using snowball sampling until theoretical saturation was achieved. The qualitative data were analyzed using thematic analysis to identify and classify the challenges. In addition, MAXQDA 2020 software was employed for organizing, coding, and analyzing the qualitative data. A total of 42 initial issues were identified and categorized into six main groups: managers’ cognitive and behavioral issues, financial and budgetary issues, content-related issues, human resource issues, marketing-related issues, and issues related to changes in platforms and social media. In the second phase, the identified issues were screened using the Fuzzy Delphi technique in Excel. As a result of the screening process, 22 final factors were retained and subsequently prioritized using the MARCOS technique. The prioritization results revealed that difficulties in retaining skilled and specialized human resources, as well as the lack of marketing research tailored to the digital environment, were the highest-priority challenges.

Abstract The aim of this study is to examine the effect of augmented reality features on customer behavior, considering the mediating role of customer interaction. In terms of purpose, this research is applied, and in terms of the data collection method, it is a descriptive–survey study. The statistical population of this study includes all online customers of Panberes Company in Tehran with an unlimited population size. According to the Krejcie and Morgan table, the sample size for an unlimited population was determined to be 384 respondents, who were selected through simple random sampling. The main instrument for data collection was a questionnaire. In the data analysis stage, descriptive and inferential statistics were used to test the hypotheses, and the analyses were conducted using SmartPLS 3 and SPSS 26 software. The findings of the study showed that augmented reality features can influence customer behavior, and this effect is strengthened through increased customer interaction. In other words, the higher the quality and effectiveness of augmented reality features, the greater the level of customer interaction, which consequently leads to more positive behavioral responses toward the product or service. Finally, the results emphasize that the use of augmented reality can serve as an effective tool for attracting, engaging, and guiding customer behavior, and the purposeful use of this technology can improve customer experience and strengthen desirable behavioral outcomes.

Abstract Abstract

This research was conducted with the aim of predicting the products needed by e-commerce customers in Kalleh Meat Products Company using machine learning algorithms. The present study is applied in terms of purpose and was carried out with a quantitative approach. The data used included historical online purchase records of Kalleh Company's customers, comprising the variables "product price", "past purchase weight volume", "product type", "past purchase frequency", and "past purchase amount in Rials". To predict the "required product" as the output variable, four machine learning algorithms including Artificial Neural Network (ANN), Random Forest, Decision Tree, and K-Nearest Neighbors (KNN) were implemented and evaluated using Accuracy, Precision, Recall, and F1-Score metrics. The model evaluation results showed that the Artificial Neural Network algorithm achieved the highest scores across all evaluation metrics (Accuracy: 95.1%, Precision: 94.2%, Recall: 95.9%, and F1-Score: 95.5%), indicating that the Artificial Neural Network had the best performance in predicting the products needed by customers. The research models were implemented and validated in the Python 3.x programming environment using specialized libraries Scikit-learn and Keras based on TensorFlow. Subsequently, the Random Forest, Decision Tree, and K-Nearest Neighbors algorithms ranked next, respectively. Moreover, the feature importance analysis revealed that "past purchase weight volume" and "past purchase frequency" had the greatest impact on the model's prediction. The proposed model based on the Artificial Neural Network has the potential to be developed into an accurate and efficient product recommender system for Kalleh Company. Implementation of this model can lead to optimized inventory management, increased customer satisfaction, and ultimately sales growth for the company by accurately predicting future customer demand.

Abstract The objective of this study is to validate the factors influencing the Intelligent Marketing Information System in Refah Chain Stores. In terms of purpose, the study is applied, and its methodological approach is quantitative with a descriptive–survey design. The statistical population consists of 384 managers and experts in marketing and information technology from selected branches of Refah chain stores. The sampling method used in this research is simple random sampling. Data were collected using a researcher-developed questionnaire. To evaluate the fit of the proposed model, Structural Equation Modeling (SEM) was employed using SmartPLS 4 software.The findings of the study indicate that business value strategy, intelligent product management, customer behavior analysis and purchase psychology, intelligent customer communications, responsive logistics and supply chain, intelligent customer experience, data technologies and infrastructures, performance measurement and metrics, organizational adaptability, and ethical and data governance frameworks have a positive and significant impact on the design of an intelligent marketing information system.Consequently, the design and implementation of such a system requires the intelligent integration of advanced analytical technology capabilities with business strategy, ethical considerations, and the preparation of the organizational infrastructure. This research provides an operational framework for managers of Refah chain stores, enabling them to transform data into actionable insights in order not only to enhance operational efficiency and profitability but also to effectively fulfill their social role in ensuring the adequate supply of essential goods for society.

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

Abstract Abstract The objective of this research is to design a grounded theory model for the social acceptance of smart home technology (SHT) among Iraqi consumers. This study was conducted based on an interpretive paradigm through a qualitative approach. The statistical population consists of 15 smart home technology experts and university professors specializing in marketing, selected through the snowball sampling method, and participated in semi-structured interviews. The data were analyzed by latent content analysis tactics in MAXQDA 2024 software through three stages: open, axial, and selective coding. The findings led to the conceptualization of several categories, including “acceptance of smart home technology,” “perceptions of trust and security,” “lifestyle integration behaviors,” “economic decision-making,” and “response to social influence,” with seven main and original hypotheses established among them. The results revealed that the core category, “Social Acceptance of Smart Home Technology,” encompasses a multi-faceted construct influenced by cognitive, social, and innovative dimensions. Introduction In recent years, Iraq has faced significant challenges in the energy sector due to international sanctions and the occurrence of multiple wars (Al‑Ghabera et al., 2024). Efficient energy consumption in this country has become highly important and has been introduced by the government as a national priority (Al‑Yozbaky et al., 2022). Smart home technology represents the convergence of the Internet of Things (IoT), artificial intelligence (AI), sensors, and automation systems to create intelligent and responsive living environments that enhance residents’ comfort, security, energy efficiency, and sustainability (Yeoh Lui et al., 2025). In Iraq, where persistent challenges such as frequent power outages, security concerns, water shortages, and rapid urbanization exist, smart home systems offer an appropriate solution for optimizing resource use and adapting to local lifestyles (Mustafa et al., 2025). On the other hand, an examination of Iraq’s demographic composition indicates that the majority of the country’s population consists of young people, many of whom pay particular attention to innovation in their purchasing decisions and tend to prefer products that possess a superior mental image compared with competing alternatives (Ahmed et al., 2020). Furthermore, according to reports from Iraq’s National Housing Sector, approximately 75 percent of Iraqi households are interested in adopting modern and innovative architectural approaches in order to improve their quality of life (Al‑Khafaji & Kamaran, 2019). A cultural analysis of Iraq based on Hofstede’s cultural dimensions shows that the country is characterized by high power distance, a collectivist culture, masculinity, and a high level of uncertainty avoidance (Sardar, 2015). Analytical studies indicate that societies with high power distance often demonstrate lower resistance to smart home technologies, as many households in such cultures are willing to adopt innovative architectural ideas to enhance comfort and welfare (Bao et al., 2014; Wang et al., 2024). Regarding collectivism, researchers argue that positive social attitudes toward smart home technology spread rapidly within society, and once the technology gains collective acceptance, resistance declines and consumers quickly move from early adoption to more rational and widespread use (Liu et al., 2021; Mouzaidis et al., 2023). Analysis of the masculinity–femininity dimension suggests that in more feminine cultures there is a greater tendency to adopt practical and modern technologies such as remote-control systems, graphical user interfaces, and smart electricity technologies (Jeong et al., 2013). Finally, studies on uncertainty avoidance indicate that in such cultures consumers often view new technologies with caution and tend to accept smart home technologies only after they become widely adopted within society (Furszyfer Del Rio et al., 2021; Chang & Chiu, 2025). Accordingly, the present study seeks to answer the following main research question: What is the grounded theory model of social acceptance of smart home technology among Iraqi consumers? Theoretical Framework Social Acceptance of Smart Home Technology Social acceptance refers to the processes through which individuals, groups, and societies approve, adopt, or integrate innovations, technologies, or social phenomena into their norms, behaviors, and institutional structures (Moeremans & Dooms, 2025; Shuhaiber & Mashal, 2019). The theory of social acceptance is not a single unified framework; rather, it is a multidimensional concept that has evolved across different disciplines, particularly in social psychology, energy transition studies, and innovation research. It encompasses psychological needs for belonging, the social validation of innovations, and the institutional transformations required for systemic change (Ji & Chan, 2020; Alshammari & Alkhwaldi, 2025). Norouzzadeh et al. (2025) examined the role of the Internet of Things (IoT) in residential smart home technologies. Their findings indicated that social influence was not a significant factor in the adoption of IoT-based smart home technologies. They attributed this result to habit-related barriers and the level of effort required from users within the studied sample, suggesting that technology acceptance depends more on individual usability than on social norms. Moghbal Naseri et al. (2023) investigated human behavior based on sleep–wake patterns using smart home sensors. In this study, smart home technologies were used to monitor the behavior of elderly individuals who faced physical or psychological challenges and lived independently or with pets. Using data collected from smart home sensors, the daily behaviors of individuals during waking and sleeping periods were predicted and analyzed through computational approaches. The researchers developed an algorithm capable of modeling sleep and wake behavior patterns and enabling behavioral prediction. By analyzing data from the CASAS smart home dataset, this approach was presented as an effective method for improving the ability of individuals with physical or mental limitations to live independently. Research Methodology This study was conducted based on the interpretive paradigm through a qualitative research approach. The statistical population consisted of 15 experts in smart home technology and university professors specializing in marketing. Participants were selected through the snowball sampling method and took part in responding to the interview questions. The data collection tool was semi‑structured interviews. Research Findings The collected data were analyzed by latent content analysis techniques in MAXQDA 2024 software through three stages: open coding, axial coding, and selective coding. The findings led to the identification and development of several key categories, including smart home technology acceptance, perceived trust and security, lifestyle integration behaviors, economic decision‑making, and responses to social influence. Seven main and novel hypotheses were established among these categories. The results indicated that the core category, “Social Acceptance of Smart Home Technology,” represents a multidimensional construct influenced by cognitive, social, and innovation‑related dimensions. Conclusion The present study aimed to design a grounded theory model for the social acceptance of smart home technology among Iraqi consumers. The findings of this research are consistent with previous studies conducted by Moghbal Naseri et al. (2023), Nakhalet al‑Jannah and Ghaffarian (2022), Abbasi (2022), Pirzada et al. (2022), Farah Hussin et al. (2022), Arar et al. (2021), Pal et al. (2021), Gross et al. (2020), Mashal et al. (2020), and Ko et al. (2020). Pal et al. (2021) found that user characteristics, particularly user skills, have the greatest influence on privacy concerns, followed by legal and policy aspects and technological dimensions. In addition, physical and psychological privacy were considered more important than concerns related to informational privacy. Based on the results of the study, the following recommendation is proposed. Managers and stakeholders should recognize the lack of a significant relationship between economic decision‑making and perceptions of trust and security. This insight should encourage them to separate financial incentives from security‑focused campaigns. Instead, they should develop independent educational initiatives that address cost–benefit analysis separately, ensuring that trust‑building efforts are not influenced by perceptions of economic trade‑offs.

Abstract Abstract The present study aimed to qualitatively analyze the impact of digital technologies on the transformation of human resource management practices and its consequences on employee outcomes. This applicable and qualitative study was designed with a data-based theory approach using MAXQDA software, and data was collected through semi-structured interviews with managers, human resource experts, and employees with experience interacting with digital technologies. Data analysis was conducted in three stages of open, axial, and selective coding. The findings showed that causal factors including technology-driven leadership, managerial support for innovation, and data-driven decision-making culture play a key role in facilitating human resource transformation. Contextual factors including organizational learning culture and employees' digital literacy level provide the necessary context for the successful implementation of digital processes, while limited financial resources, administrative rules, and employee resistance act as intervening factors. Strategies such as digital employee empowerment, cross-functional collaboration, and technological infrastructure development improve employee productivity, satisfaction, and commitment. The study provides a comprehensive theoretical-practical framework that organizations can use to effectively and sustainably implement human resource management practices using digital technologies. Introduction Technological developments in recent decades have transcended the traditional boundaries of organizations and shaped a new concept of the workplace and human resources. The emergence and spread of digital technologies such as artificial intelligence, big data, machine learning, the Internet of Things, digital platforms, smart human resource systems, and augmented reality have fundamentally transformed the structure and nature of human resource management (chepkemoi et al., 2025). In the past, human resource management focused more on administrative and executive processes such as recruitment, payroll, performance appraisal, and training; however, in the digital age, this field has become a strategic and technology-driven platform that aims to create added value through the use of data, technology and organizational intelligence (Chen et al., 2024). The transformation of HRM practices in the digital age is significantly influenced by gaps in digital technologies. Resistance to change is one of the main obstacles that many organizations face (Dabić et al., 2023). This resistance is often due to a lack of understanding or fear of the unknown and can hinder the adoption of new systems and processes. In addition, the digital skills gap among employees is a major challenge for organizations that intend to fully exploit digital tools in HRM. This lack of skills can lead to inefficiencies in recruitment, training and performance management processes (Puspita, 2024). Data security and privacy concerns are also major challenges in integrating digital technologies with HRM (Abdollahzadeh Namini et al., 2024). Organizations need to find effective solutions to protect sensitive employee information while implementing digital solutions. On the other hand, the lack of clear implementation strategies is another problem that organizations struggle with. The absence of a clear framework can lead to inefficient use of technology and missed opportunities to improve HRM processes (Dyakiv et al., 2024). Financial constraints also limit organizations’ ability to invest in digital technologies and training programs, exacerbating the challenges in modernizing HRM practices. In addition, cultural barriers play an important role in the successful adoption of digital technologies (Puspita et al., 2024). Organizational cultures that do not support innovation may become a barrier to digital transformation (Barišić et al., 2021). Consequently, although digital technologies offer valuable opportunities to improve HRM practices, gaps such as resistance to change, lack of digital skills, security concerns, lack of clear strategies, financial constraints, and cultural barriers need to be seriously addressed in order for digital transformation in HRM to be achieved effectively and sustainably (Fenech et al., 2019). Therefore, the research question is: what is the role of digital technologies on the transformation of HRM practices and its consequences on employee outcomes with a data-driven theory approach? Theoretical Framework Digital Technologies and the Transformation of Human Resource Management Practices As one of the key factors of organizational transformation, digital technologies play a prominent role in changing human resource management practices. These technologies include human resource automation systems, data analysis software, online training platforms, and digital communication tools that enable the implementation of human resource processes with greater speed, accuracy, and transparency (Bennet et al., 2021). The implementation of digital technologies enables traditional human resource processes such as recruitment, training, performance evaluation, and employee information management to be carried out automatically and intelligently. In addition to reducing human errors, the automation of these processes allows for accurate data analysis and monitoring, and managers can make their decisions based on real evidence and organizational data. This feature facilitates the transformation of traditional decision-making to a data-driven decision-making culture and increases the speed of the organization's response to environmental changes and employee needs (Blanka et al., 2022). Dowlatabadi (2025) studied “Analyzing the Impact of Digital Technologies on the Evolution of Human Resource Management Practices in the Digital Age”. The research method is applicable in terms of purpose and descriptive-survey in nature. The findings of the study show that digital technologies have an impact on the evolution of human resource management practices. Ramos et al., (2024) studied “Digital Transformation in Human Resources: A Comprehensive Bibliometric Analysis of Evolution”. This study conducted a systematic review of the literature using the methodology of Zupik and Chater (2015). This approach allows for tracking intellectual developments, identifying key contributors, and drawing conceptual frameworks in the field of digital transformation in the workplace, and as a result, provides a comprehensive overview of the subject. This research reveals key trends in the literature related to digital transformation and personnel management, identifies influential researchers, and outlines the intellectual structure of this field. Research Methodology This research is of an applicable type and qualitative in nature, with an exploratory-explanatory approach based on grounded theory. Its main goal is to identify and explain the relationships between digital technologies, the evolution of human resource management practices, and its consequences on employee outcomes. The statistical population of the research included managers, experts, and human resource employees of organizations that interact with digital human resource management systems. Purposive sampling was conducted to include individuals who have direct experience with digital technologies and new human resource management practices, and the number of participants reached 15 based on theoretical saturation. Data were collected through semi-structured interviews that included questions about employees' experience with digital technologies, human resource management practices, and their effects on employee performance, commitment, and satisfaction. This method allowed for free and detailed expression of views and was not limited to predetermined options. Data analysis was conducted using an open, axial, and selective coding process; first, the initial concepts were extracted, then the relationships between the main concepts and categories were identified, and finally the central phenomenon for the development of the theory was identified. To increase the validity and reliability of the data, the feedback of experts and participants was taken into account in verifying the results, and field notes were recorded accurately. Also, the use of qualitative analysis software such as MAXQDA helped to organize and systematically analyze the data. Research findings The research findings showed that digital technologies, by strengthening technology-driven leadership and data-driven decision-making, cause a significant transformation in human resource management practices. Organizational learning culture and employee digital literacy, as contextual factors, facilitate the successful implementation of digital processes, while structural limitations and employee resistance can play a deterrent role. Finally, digital empowerment strategies and the development of technological infrastructure lead to improved employee productivity, satisfaction, and commitment. Discussion and Conclusion The present study was designed to investigate the impact of digital technologies on the transformation of human resource management practices and its consequences on employee performance and satisfaction. This applicable and qualitative study was conducted using a grounded theory approach and MAXQDA software, and data was collected through semi-structured interviews with managers, human resource experts, and employees with experience interacting with digital technologies. The results show that technology-driven leadership, managerial support for innovation, and a culture of data-driven decision-making act as the main drivers of technology adoption and improvement of human resource processes. These factors motivate employees, increase technology adoption, and improve data-driven decision-making. The findings of the study are in line with the studies of Dowlatabadi (2025) and Gupta (2024); these studies also emphasize the vital role of management and support for innovation in facilitating the adoption of digital technologies and its direct impact on the success of digital transformation. Digital transformation and the integration of technology with HR processes form the core of this research and include the digitization of training, assessment, recruitment and automation of personnel processes. These findings are consistent with the studies of Ramos et al. (2024) and Nasiri et al. (2023), which show that digital transformation includes antecedents, processes and direct consequences on employee performance. Digitization of processes improves efficiency, reduces errors and increases accuracy in decision-making and creates significant added value for the organization. Contextual factors such as learning culture, organizational adaptability and the level of digital literacy of employees also play an effective role in the success of digital transformation. Organizations that have a learning and flexible culture accept digital changes more easily, and continuous training and support from colleagues reduce resistance to technology. These results are consistent with the studies of Goudarzi et al. (2023) and Puspita (2024) and show that developing digital skills and promoting a learning culture are critical prerequisites for the successful implementation of new technologies. However, intervening factors such as limited financial resources, administrative rules and regulations, and employee resistance can reduce the success of digital transformation. Budget constraints and lack of supportive policies slow down the implementation of digital processes; and employee resistance due to fear of job changes or reductions is a significant challenge. Smart management of these barriers by creating motivation, training, and organizational support is essential for the success of digital transformation, and the findings of Gupta (2024) are in line. Organizational strategies, including employee digital empowerment, cross-functional collaboration, and the development of technological infrastructure, provide the basis for the full exploitation of technologies. Implementing continuous training programs, creating joint technology and HR teams, and implementing intelligent decision-making systems increase the speed and accuracy of process execution, facilitate the adoption of new technologies, and improve employee experience. This is consistent with the findings of Gupta (2024) and Zisis & Polydoros (2024), which show that effective organizational strategies are a determining factor in the success of digital transformation. Finally, the consequences of transformation include increased productivity and speed of action, improved employee experience, and enhanced organizational satisfaction and commitment. Successful digitalization and the use of related strategies reduce the cost and time of processes, faster access to HR services, and increase employee motivation and belonging. The research findings confirm that integrating technology with HR practices creates significant added value, and, as in the studies of Nasiri et al. (2023) and Bagheri et al. (2023), digital transformation can have positive and sustainable effects on organizational performance and employee experience.

Abstract Abstract This study was conducted with the aim of examining the role of neuromarketing in digital marketing. The research methodology is applicable in terms of purpose; quantitative in terms of execution; and descriptive-correlational in terms of nature and method. The statistical population of the study consisted of customers of active online stores in Tehran province. Using a simple random sampling method and Cochran’s formula, 384 individuals were determined as the sample size. To collect research data, a standard questionnaire based on a 5-point Likert scale was used. The content validity of the instrument was confirmed by specialists and experts; and to measure the reliability of the instrument, Cronbach’s alpha and composite reliability methods were used. By distributing the questionnaire, the validity of the instrument was assessed using three methods: construct validity (outer model), convergent validity (AVE), and discriminant validity. The AVE value for all variables should be greater than 0.5. SPSS and PLS software were used for data analysis. The research findings indicate that the dimensions of neuromarketing (interest and engagement, knowledge and awareness, and ethics) influence digital marketing. Introduction Neuromarketing is an interdisciplinary science rapidly emerging in consumer cognition research worldwide. It is also considered a creative field in marketing research that challenges the traditional marketing model to improve the understanding of the process related to purchasing behavior. Neuromarketing is a method that examines the customer’s decision-making process for purchasing (Alkhudari et al., 2023). Based on the marketing concept regarding this process, customer purchasing decisions are presented as a two-system approach. System 1 is an automatic and fast process, while decisions made by System 2 are deliberate, with conscious reasoning, and slow. In the study of consumer behavior cognition, these processes constantly guide purchasing decisions. Furthermore, neuromarketing is a combination of at least three basic sciences, including neuroscience, behavioral economics, and social psychology (Salaripour, 2021). On the other hand, due to intense competitive pressures today, one of the most important strategies through which service organizations can achieve a sustainable competitive advantage is to improve communications and advertising through cyberspace (Bílková et al., 2021). Therefore, applying the digital marketing approach in market activities facilitates and expands the strategic behaviors of marketing managers of companies in cyberspace (Sattarii et al., 2022). Consequently, digital marketing is considered one of the important items of strategic assets and modern marketing tools. Gathering and evaluating information related to competing companies in developing a modern digital marketing approach plays a vital role. On the one hand, building capacity for the development of digital marketing requires providing the necessary training and skills with a digital approach and the growth of commercial enterprises based on societal needs at all levels. On the other hand, the development and growth of digital businesses require understanding and removing obstacles and creating suitable grounds for the development of service activities (Kaushik, 2021). Adopting digital approaches and social media has gradually become one of the most critical marketing strategies for organizations (Saruklai et al., 2022). Digital and social media are essential sources for expanding individuals’ social lives or understanding consumer behavior, especially for contemporary global trends, such as Industry 4.0, intelligence, and even the metaverse. Therefore, for marketers and those who want to stay at the edge of market trends, “digital marketing” has become an inevitable paradigm in the business field. While the high potential of digital marketing in various business areas has been proven, the approach to this technology in financial markets is slightly different. A significant challenge facing the marketing team of financial institutions is digital transformation. Cyberspace creates many opportunities for the financial services industry in terms of customer acquisition and retention. In every economic unit, there is a close relationship between the economic unit’s ability to generate operating cash flows and the capital needs required for the next period. Like other behavioral phenomena, the adoption trend of digital marketing in online companies can be analyzed using the principles stated in behavioral theories. Hence, the present study seeks to answer the question: What is the role of neuromarketing in digital marketing? Theoretical Foundations Neuromarketing Neuromarketing is an emerging field that examines customer behavior using neuroscience tools and has rapidly become a topic of interest for marketing researchers. Neuromarketing is not a replacement for traditional marketing; rather, it is considered a complement to improve it. In fact, the relationship between neuromarketing and traditional marketing can be likened to the relationship between neuro-psychology and psychology (González-Mena et al.,2022). Digital Marketing Marketing is an essential activity for generating revenue from key customers and other ones. Therefore, companies facing budget cuts must exercise sufficient caution in identifying essential and non-essential expenses. Digital marketing is a general term for any effort by a company to communicate with customers through electronic technology, including email, location and mobile marketing, social media, online communities, and other video-based content (Wang et al., 2021). Pirzada (2025) conducted a study titled “Neuromarketing in Digital Advertising: Insights and Case Studies from India.” By leveraging advanced neuroimaging techniques and biometric tools, businesses can create more effective advertising strategies that resonate with consumers at an unconscious level. This study identifies key neuromarketing strategies employed by Indian companies and examines their impact on consumer engagement and decision-making. Additionally, it discusses ethical considerations and potential challenges associated with implementing these techniques. Devi (2025) conducted a study titled “Decoding the Consumer Mind: Integrating Neuromarketing Principles into Digital Marketing Strategies.” This study, supported by current trends from 2023 to 2025 and emerging neuroscience research, invites students to identify key opportunities and ethical challenges that marketers may face in creating psychologically optimized, technology-driven campaigns. Furthermore, the urgency of these developments is amplified by the acceleration of digital engagement in the post-pandemic era and the growing presence of artificial intelligence technologies. Research Methodology This research is applicable in terms of its objective, and descriptive-correlational in terms of its method. The statistical population of the study consists of customers of active online stores in Tehran province. Due to the unlimited nature of this population, 384 individuals were determined as the sample size using simple random sampling and the Cochran formula. A researcher-made questionnaire on a five-point Likert scale was used to collect data. The findings from the Cronbach’s alpha and composite reliability tests to measure the reliability of the research instrument are reported in Table 2. Content validity (expert consultation) was used to assess the instrument’s validity, and its credibility was confirmed. Then, by distributing the questionnaire, the instrument’s validity was measured using three methods: construct validity (outer model), convergent validity (AVE), and discriminant validity. The AVE value for all research variables must be greater than 0.5. To test the research hypotheses, structural equation modeling was used in the SmartPLS2 statistical software environment. Findings Data analysis indicated that neuro-based marketing, with its components of knowledge and awareness, ethics, interest, and engagement, has a significant positive impact on digital marketing. The results suggest that neural triggers, by accessing the subconscious layer, reduce mental resistance and facilitate customer decision-making in the online space. Ultimately, the research model explained that adhering to ethical principles, alongside emotional engagement, leads to the sustainability of digital trust and loyalty in the target market. Discussion and Conclusion The present research was conducted with the aim of analyzing the role of neuro-based marketing dimensions in enhancing digital marketing among customers of online stores in Tehran province. The findings from data analysis using Structural Equation Modeling (SEM) with PLS showed that all formulated hypotheses were confirmed, and the conceptual model of the research has a good fit. Explaining the first hypothesis regarding the impact of “interest and engagement” in neuro-based marketing on digital marketing, the results of statistical analysis showed that this component, with a beta coefficient of 0.594 and a t-statistic of 5.421, played the strongest explanatory role in the model, and the hypothesis was confirmed with 99% confidence. This finding is very consistent with the results of Devi (2025) and Millagala (2023), as neuro-based marketing, by influencing subconscious layers, identifies stimuli that lead to deeper emotional engagement of the customer in the digital space. In fact, as Gohain (2024) also pointed out in his research, in the current era where capturing consumer attention is difficult, using neural techniques to evoke interest makes digital marketing strategies move beyond simple messages and become resonant experiences in the audience’s mind, leading to their active participation and loyalty on online platforms. The second hypothesis, which examines the role of “knowledge and awareness” in neuro-based marketing on digital marketing, yielded results supporting a significant positive effect of this variable with a beta coefficient of 0.411 and a t-statistic of 6.189, indicating a high stability of this relationship in the studied population. This result is consistent with the findings of Moradi ziba et al. (2023), who consider customer knowledge as one of the main reasons for success in digital strategies, as well as with the results of Zhang et al. (2023) regarding the importance of awareness in dynamic environments. In interpreting this effect, it can be argued that neuro-based marketing improves comprehensive decision-making by enhancing brand cognition and clarifying the message in the audience’s mind. In other words, when customer awareness is strengthened through optimal neural stimuli, digital tools such as websites and applications are perceived more effectively in their minds, and by reducing mental resistance, they pave the way for interaction with online stores. Finally, the third hypothesis of the research regarding the impact of “ethics” in neuro-based marketing on digital marketing was also confirmed with a beta coefficient of 0.419 and a t-statistic of 4.980, indicating the importance of value dimensions in the adoption of new marketing techniques. The confirmation of this relationship aligns with the emphases of Pirzada (2025) and Devi (2025) on the necessity of managing ethical challenges in the use of novel marketing technologies. This finding suggests that among the customers of online stores in Tehran, adherence to ethical principles acts as a strengthening and enabling factor (consistent with the model of Bagheri anilu et al., 2023). In fact, commitment to an ethical charter in the use of neural data and biometric tools leads to the creation of “digital trust” in customers and acts as a shield against potential distrust, which ultimately allows digital marketing techniques to influence purchase intention and consumer behavior more sustainably and effectively.

Abstract Abstract The aim of this study is to design a customer relationship management development model and the role of sustainable competitive advantage in sports clubs in Gilan Province. The research method is applicable in terms of its purpose, qualitative in terms of its implementation method, and exploratory in nature. The statistical population of the study includes 20 faculty members of universities in the field of sports management and managers of sports clubs in Gilan Province, selected using theoretical sampling. Semi-structured interviews were used to collect data. In analyzing the data, the grounded data method was used in the form of open, axial and selective coding. The results of the study showed that 469 indicators can be effective in customer relationship management with an emphasis on sustainable competitive advantage in sports clubs in Gilan Province. Then, in axial coding, the indicators were classified into 105 concepts and 41 categories. The data obtained from the interview was conducted with a grounded theory approach. The results showed that seven main categories including marketing, organizational environment, infrastructure, performance, management and planning, service quality and relationship management are important for optimizing the customer relationship management system to develop customer relationship management with an emphasis on sustainable competitive advantage. Sports club managers can use the identified symbols, concepts and categories in their future planning to communicate effectively with customers. Introduction In the era of globalization, the business world is facing different sports clubs in different business areas. In order for us to be able to continuously examine them; sports clubs must have the ability to compete for their survival (Mohammed et al., 2024). This competition must be provided using quality services and reasonable prices. If clubs cannot be successful in this market, they will not be able to survive in today's dynamic market (Ashill et al., 2021). To stay competitive, sports clubs must focus on their key and profitable customers. One of the techniques that help sports clubs in this regard is customer relationship management, which strengthens customer relationships (Bahramzadeh & Miskin Nawaz, 2025). Today, with the increasing competition among sports clubs, the importance of using new technologies to identify customers and measure the value of each customer to the organization has become more apparent than ever (Wagh & Shahare, 2024). Currently, how to attract and retain customers has become the most important issue for sports clubs (Alenazi & Alanazi, 2023). Sports clubs have realized that customers have different economic values ​​and are adapting their customer communication strategy accordingly (Ali et al., 2023). In modern society, customer relationship management has become an essential part of marketing strategies, as it helps to understand customer needs and better manage relationships with them (Gamage et al., 2023). The goal of customer relationship management is to retain current customers, attract new customers, and reduce marketing and customer service costs (Salehi et al., 2022). Therefore, sports clubs are increasingly paying attention to technologies as a way to overcome obstacles to the effective implementation of customer relationship management plans (Harrigan et al., 2023). Relationship quality is a strategy for attracting, maintaining, and increasing customer relationships, which consists of three factors: satisfaction, trust, and commitment. In today's business environments, which are characterized by increased competition, no business; whether manufacturing, service, etc., can continue its journey without satisfied and loyal customers. More important than that, the demands and expectations of consumers are increasing day by day and this trend will be accompanied by increasing growth (Kurniawan et al., 2025). Therefore, this research seeks to answer the question: How is the design of the customer relationship management development model and the role of sustainable competitive advantage in sports clubs in Gilan province?  Theoretical framework Customer relationship management Customer relationship management includes collecting, analyzing data, and using this information to improve customer experience and increase their loyalty. In this regard, the use of customer relationship management systems allows organizations to interact with customers in a more personal and effective way (Hossain et al., 2020). Sustainable competitive advantage Competitive advantage is the ability of a company to achieve a superior market position. Competitive advantage includes a set of factors or capabilities that consistently enable a company to perform better than its competitors and is not easily imitatable by competitors. Recent definitions of sustainable competitive advantage emphasize concepts such as information and communication technology, innovation, value creation, and entrepreneurial marketing in conjunction with traditional concepts of competitive advantage in the present century. Sustainable competitive advantage emphasizes a set of distinctive characteristics of the organization that cannot be easily copied and is also consistent with economic, social, and environmental goals (Denga et al., 2022(. Asadi et al. (2025) investigated the identification of primary elements and components affecting electronic customer relationship management. The results showed that variables related to causal factors; including human factors; technology factors; support factors; and contextual factors including cultural factors and industry factors; organizational factors including organization design factors and customer factors; were identified and categorized as variables affecting electronic customer relationship management. Also, satisfaction and loyalty were identified as the consequences of using electronic customer relationship management. (Emami et al., 2025) investigated the design of an artificial intelligence-based customer relationship management model in digital marketing of services in the health tourism industry. The results of the study showed that the causal conditions in the study included promoting market competition, improving relationships, automatic data analysis, empowerment, and contextual conditions including customer data management, intelligent services. Also, the intervening conditions included efficient planning, saving resources, and managing customer behavior. The strategies in the research include solving the integration problem, solving the information management problem, solving the planning problems, and the outcomes include increasing customer satisfaction, increasing financial strength, customer loyalty, and saving time. The results of structural equations show that the dimensions are well loaded on the research variables and can provide a suitable description of the variables. Research Methodology The research method is applicable in terms of its purpose, qualitative in terms of its implementation method, and exploratory in nature. The statistical population of the research includes 20 university faculty members in the field of sports management and sports club managers in Gilan province, selected by theoretical sampling. Semi-structured interviews were used to collect data. Research findings In analyzing the data, the data-driven method was used in the form of open, axial, and selective coding. The results of the study showed that 469 indicators can be effective in customer relationship management with an emphasis on sustainable competitive advantage in sports clubs in Gilan province. Then, the indicators were classified into 105 concepts and 41 categories in the axial coding. The data obtained from the interview were conducted with a grounded theory approach. The results showed that seven main categories including marketing, organizational environment, infrastructure, performance, management and planning, service quality and communication management are important for optimizing the customer relationship management system for developing customer relationship management with an emphasis on sustainable competitive advantage. Sports club managers can use the indicators, concepts and categories identified in their future planning for effective communication with customers. Conclusion The present study was conducted with the aim of designing a customer relationship management development model and the role of sustainable competitive advantage in sports clubs in Guilan province. The results of this research are aligned with the results of Asadi et al. (2025), Emami et al. (2025), Dermawan Sembiring et al. (2025), Awad & Muhanad (2024), Hosseini et al. (2024), Nikbin (2023), Hamdi et al. (2023), Bagherian Kasegari & Kamali Koloochani (2023), Arabshahi & Abbaszadehgaretekan (2023), Ashurzadeh Yasuri et al. (2022), Heydari et al. (2021), Sardjono et al. (2021), Bakhtiari & Bakhtiari (2020), Amer & Abdulwahhab (2020), and Sun (2020). Hosseini et al. (2024) showed that the majority of variables have a positive and significant effect on the level of profitability, and the influence of variables has increased with the movement from high prosperity to deep recession. As a result, it can be said that profitability in a recession has a higher sensitivity to explanatory variables. Amer & Abdulwahhab (2020) showed that customer satisfaction and customer value have a positive and significant relationship with competitive advantage strategies such as cost leadership strategy, differentiation strategy, and focus strategy. These results indicate that increasing interest in eliminating customer relationship management will increase competitive advantage in telecommunications companies. According to the results of the study, it is suggested: By introducing information technology to companies under the protection of customer relationship management, it is proposed that a basis be provided for traditional companies to move towards smart and knowledge-based companies and reduce information processing costs by using customer relationship management software. 

Abstract Abstract The aim of this research is to present a model for utilizing modern communication technologies with a customer-oriented approach and social capacity building in passenger terminals in Tehran using a data-driven method. The present study is applicable-developmental in terms of the type of objective, descriptive in terms of data collection, and qualitative in terms of the nature of the data. The statistical population of the research includes specialists and experts familiar with the subject. Sampling in this research was of the snowball type. Based on the subject, the data was collected through semi-structured interviews and sampling continued until theoretical sufficiency and saturation. The information obtained was analyzed with MAXQDA2020 software. The results showed that the model has causal conditions including external environmental pressures, internal needs and operational challenges, macro policies and guidelines; contextual conditions including technical and infrastructural context, human and cultural context, and legal-legal context; intervening conditions including facilitating factors and inhibiting factors; strategies including technological-communication strategies, customer-centric and interaction strategies, capacity-building and social participation strategies; consequences including operational and functional consequences, economic-financial consequences, social-organizational consequences, macro and strategic consequences. Introduction In recent years, along with the advancement of technology and digital transformation, changes have taken place in various sectors (Naji & Alirezaei, 2025). The widespread use of information technology has created the basis for the formation of an information society and has brought significant advances in the processing, storage and transmission of information, so that information technology has entered all aspects of social and organizational life. Humans use various technologies every day to achieve greater well-being, security, and efficiency, and these technologies have had a profound impact on culture, economy, environment, and employment (Sheykhyoosefi et al., 2024( At the organizational and managerial level, the use of new communication technologies is also rapidly increasing. One of the main challenges for executive institutions and passenger terminals is the quality of electronic and digital services provided to users. Service quality in this study means the optimal use of communication technologies and media by citizens to receive services and create effective interaction with organizations. The use of social media and information technologies can help managers and organizations identify neglected capacities and increase customer satisfaction. Despite the many opportunities that modern communication technologies and social media provide, Tehran passenger terminals face operational and financial constraints. Lack of adequate and targeted funding is one of the main obstacles to implementing technologies, empowering employees, and creating coordinated management networks. These limitations not only make it difficult to implement digital services, but also reduce the organizational and social capacity to effectively respond to travelers’ needs (Rodriguez et al., 2021). Customer-centricity is not simply about providing a product or service; it also involves continuous interaction with customers, collecting and disseminating information, and actively responding to their needs. Information and technology are at the heart of implementing customer-centricity, and new information tools enable the enrichment of these processes and the digitalization of the customer experience. In addition to customer-centricity, social capacity building is one of the main goals of using new communication technologies. Social capacity building means increasing the ability of individuals, groups, and institutions to solve problems, make informed decisions, and participate effectively in organizational and social processes (Heydari Sareban&Javid, 2019). Social capacity building demonstrates the importance of the role of social relations in economic, social, and cultural variables (Montezeri et al., 2016). In Tehran passenger terminals, social capacity building includes empowering employees to effectively use technology, improving their skills and autonomy, and creating a network of multiple and diverse managements that, through coordination and harmonization, enables effective collaboration and improved organizational performance. Such a network allows organizations to use diverse resources and capacities in an integrated and coordinated manner to improve service quality and increase passenger satisfaction. As one of the main centers for the movement of citizens and intercity passengers, Tehran passenger terminals have a significant contribution to the quality of urban services and public satisfaction. However, in the current situation, the weakness in the use of modern communication technologies has led to reduced efficiency, passenger dissatisfaction, and an information gap between terminal management, transportation companies, and users. Given the importance of using new communication technologies, the researcher seeks to answer the fundamental question: what is the model of using new communication technologies with a customer-oriented approach and social capacity building in passenger terminals in Tehran? Theoretical foundations New communication technologies New communication technologies refer to a set of digital tools, systems, and platforms that provide two-way, interactive, real-time, and data-based communication between individuals, organizations, and physical environments (Bahri et al., 2011). These technologies include the Internet, social networks, location-based systems (GPS), the Internet of Things (IoT), cloud computing, artificial intelligence in communications, and intelligent information systems. The use of these communications is expanding among the new generation of society (Moradi & Alirezaei, 2024). Customer orientation The words customer and customer satisfaction in service organizations, due to their complete dependence on customers for survival, are doubly important. Providing different services in order to retain existing customers and attract new customers and ultimately gain a greater share of the competitive market reflects this importance. Customer satisfaction is a measure of how a company or organization performs overall in relation to a set of customer expectations (Babaei Meybodi & Alirezaei, 2019(. Social capacity building Capacity building helps create a sense of ownership, pride and responsibility in the community because individuals actively participate in decision-making and this participation leads to stronger commitment and ensures that local perspectives, needs and aspirations are taken into account and is also essential for promoting sustainable development and long-term growth in communities (Ghaderi et al., 2012). Research Background Nancy et al. (2025) conducted a study titled “How to Use Emerging Service Technologies to Enhance Customer Centricity in Business-to-Business Contexts: A Conceptual Framework and Research Agenda.” The study presents opportunities to use specific emerging technologies to enhance four customer-centric processes: (1) Interactive Customer Relationship Management (discovering implicit needs), (2) Customer Integration (systematic customer participation in decision-making), (3) Internal Integration, and (4) External Integration. Ghobadifar et al. (2024) conducted a study with the aim of designing and validating a socio-cultural capacity-building model in the implementation of public policies in the social security organization. The results show that the organizing themes of "approving convergent policies and intra-organizational coherence", "political independence of the organization", "establishing social justice", "implementing e-government principles in the organization", "paying attention to environmental changes", "reforming the culture of social security", "believing in creating change and innovation", "networking in the organization" and "creating a monitoring and feedback system" constitute the socio-cultural capacity-building model in the implementation of public policies in the social security organization. Azimi Amoli & Rezaei (2016) conducted a study entitled “Investigating the Role of Modern Information and Communication Technologies on the Management and Organization of Urban Transportation in Tehran”. Based on the results obtained, District 12 of Tehran Municipality is not in a good condition in terms of its residents’ benefit from Information and Communication Technologies (ICT) and the urban transportation system. Also, the majority of the citizens studied in this region believed that the use of information and communication technologies in this region has improved and promoted urban transportation management, improved the capacity of roads and highways, prevented waste of energy, time, cost, etc. Research Methodology The present study is applicable-developmental in terms of the type of purpose, descriptive in terms of data collection, and qualitative in terms of the nature of the data. The statistical population of the study includes specialists and experts familiar with the subject. Sampling in this study was snowball. Based on the subject, the data was collected through semi-structured interviews and sampling continued until the theoretical sufficiency and saturation were reached. The full text of the interviews conducted was analyzed using MAXQDA software, and three experts outside the research were consulted to ensure the transferability of the research findings. Research Findings In this section of the research, the open, central, and selective codes of the model were answered. The research findings showed that the model has causal conditions including external environmental pressures, internal needs and operational challenges, macro policies and guidelines; contextual conditions including technical and infrastructural context, human and cultural context, and legal-legal context; intervening conditions including facilitating factors and inhibiting factors; strategies including technological-communication strategies, customer-centric and interaction strategies, capacity-building and social participation strategies; consequences including operational and functional consequences, economic-financial consequences, social-organizational consequences, macro and strategic consequences. Discussion and Conclusion The aim of this study was to present a model of utilizing modern communication technologies with a customer-centric approach and social capacity building in passenger terminals in Tehran using a data-driven method. The research findings showed that the model has causal conditions including external environmental pressures, internal needs and operational challenges, macro policies and guidelines; contextual conditions including technical and infrastructural context, human and cultural context, and legal-legal context; intervening conditions including facilitating factors and inhibiting factors; strategies including technological-communication strategies, customer-centric and interaction strategies, capacity-building and social participation strategies; consequences including operational and functional consequences, economic-financial consequences, social-organizational consequences, macro and strategic consequences. These findings are somewhat consistent with the results of Azimi Amoli & Rezaei M, 2016), Rodriguez et al. (2021), and confirm the results of this study. The findings show that transformation in these terminals is not possible through relying on technology alone, but requires an integrated approach that simultaneously strengthens the three main pillars of technology, customer-centricity, and social acceptance. In this model, causal conditions including environmental pressures such as increasing competition, growing passenger expectations, and macro-transport policies, along with internal needs such as inefficiency of existing processes, act as the main driving force for change. These factors reveal the necessity of moving towards smart and human-centered terminals. Based on the research findings, it is suggested that a terminal (such as the Bayhaqi or Argentine terminal) be selected as a pilot site for the full deployment of the model (including the smart system, customer-centric programs, and social participation campaigns). The results of this project should be used as objective evidence for attracting capital and generalizing to other terminals.

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 present study sought to provide a model of persuasion in social media messages in promoting green products. The research method is applicable in terms of its purpose, quantitative in terms of implementation, and descriptive-correlational in terms of nature and method. A standard questionnaire based on a 5-point Likert scale was used to collect research data. The content validity of the tool was confirmed by specialists and experts, and Cronbach's alpha and composite reliability were used to measure the reliability of the tool. By distributing the questionnaire, the validity of the tool was measured with three methods: construct validity (external model), convergent validity (AVE), and divergent validity. The AVE value for all variables should be greater than 0.5. SPSS and PLS software were used to analyze the data. The results of structural equation modeling with SmartPL software showed that trust-building, audience interaction, narrative, and visual design all play an effective role in strengthening the audience's environmental attitude and behavior and supporting green products. Also, technical infrastructure and new technologies facilitate the path of persuasion and acceptance of a sustainable lifestyle. Introduction Today's world is constantly changing; changes that are mainly the result of scientific advances and emerging technologies and have a wide impact on the individual and social lives of humans. Communication and information technologies have grown significantly in recent years (Jafari et al., 2017). Since the 1970s, with the beginning of the communication and information technology revolution, tools such as satellites, the Internet, and mobile phones have entered the field, changing the level of expectations, norms, and social interactions (Bastani et al., 2017). At the same time, social networks have provided an efficient and low-cost space for communication and interaction, which has become more effective than other media due to the possibility of access at any time and active participation of users (Mahmoud et al., 2020). Today, citizens are able to receive and analyze information at the lowest cost and at the highest speed, and this can create appropriate or sometimes distorted perceptions (Lin et al., 2020; Hamidi Zadeh, 2019). Social networks have become large databases that increase the rapid circulation of information and decision-making power in various fields, including marketing. By producing attractive content, these media play an effective role in attracting and persuading audiences (Kim et al., 2016) and, as a low-cost platform, they provide the opportunity to reflect persuasive messages and influence customer beliefs, attitudes, and behavior (Labbafi et al., 2016). Since networks host diverse groups with different interests, the reflection of persuasive messages can promote the acceptance and support of green products. Marketing on social networks not only strengthens customer attitudes and satisfaction, but also affects their purchase intention and repeat purchase (Ghaforian Shagerdi et al., 2016). The development of green products through these messages can increase collective perceptions and social responsibility in environmental protection (Matthes et al., 2014). Attention to the environmental impacts of products has also become an important criterion in purchasing decisions, so that price is not the only determining factor (Joshi et al., 2015). The global and Iranian situation shows an increase in environmental pollution and waste, highlighting the necessity of developing green products (Du et al., 2020). Given the importance of environmental protection, this study seeks to investigate the role of persuasive messages on social networks in promoting support for green products, and its main goal is to explain the conceptual model of persuasion and its impact on the development of green products. In a situation where the global market is sensitive to customers' environmental demands and considerations, companies are forced to formulate their marketing strategy based on customer attitudes and perceptions and social expectations (Limk & Louizao, 2014). Creating customer-friendly values ​​and a coherent identity between the company, customers, and society are key principles for business survival and growth (Talari et al., 2018). The development of green products can increase social awareness and pave the way for positive behavioral changes in consumers (Wu 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 research about the topic. Theoretical foundations Persuasion As a multidimensional process in human communication, persuasion deals with changing the audience's attitudes, emotions, and behavior, and its success requires understanding the audience's cognitive, emotional, and cultural backgrounds so that the message has the greatest impact (Lin et al., 2020). Trust-building and brand credibility Brand credibility and trust are key components of marketing and brand communications that shape consumers' attitudes and behaviors. Brand trust includes assurance of the truthfulness of promises and social responsibility, and brand credibility refers to the audience's perception of the brand's reliability (Kim et al., 2016; Huang et al., 2024). Research has shown that reputable brands can increase green behaviors and customer satisfaction, and strengthen individual motivations for sustainable consumption (Ogbeibu et al., 2020; Hu et al., 2024; Mahmoud et al., 2020). Persuasive and interactive tactics Interactive tactics invite the audience to actively participate and respond and include personalized content, Q&A, surveys, and creating a discussion space (Mahmoud et al., 2020). These tactics increase the level of attention, learning, and trust in the brand and, in green marketing, allow for better understanding of environmental messages (Lin et al., 2020; Ogbeibu et al., 2020). Environmental behavior and lifestyle Environmental behavior and lifestyle include purchasing green products, reducing energy consumption, waste management, and participating in environmental activities (Joshi & Rahman, 2015; Du et al., 2020). Positive attitudes towards the environment and external factors such as brand trust, social responsibility and social media messages can strengthen individual motivations to adopt a sustainable lifestyle (Huang et al., 2024; Mahmoud et al., 2020; Ogbeibu et al., 2020; Wu et al., 2020). Hu et al. (2024) investigated "The role of social media marketing on green product repurchase intention". The research method is descriptive correlational and the sample is 438 people. The results showed that social media marketing activities significantly increase green values, environmental concerns and brand image and positively affect brand involvement. Also, brand involvement mediated the relationship between green values, environmental concerns, brand image and repurchase intention. Huang et al. (2024) studied the "Effect of Green Marketing on Repurchase Intention and Positive Word of Mouth of Residential Platform Users". The research method is descriptive correlational and the sample size is 488 people. The results showed that consumers' perception of green marketing increased consumer trust and identification with the platform, and as a result, it 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 research is applicable in terms of purpose and descriptive-correlational in terms of method. The statistical population includes active users of social networks and experts in the field of green product marketing who play a practical role in the process of persuasion and acceptance of messages. Given that there is no information on the exact number of the statistical population; therefore, the population is considered indefinite and according to the Cochran formula sampling method for the indefinite population, the sample size is 384 people. The statistical sample of the research will be selected randomly and by simple sampling method. The findings from the Cronbach's alpha test and composite reliability to measure the reliability of the research tool are reported in Table 1. To examine the validity of the tool, content validity (expert opinion) was used and its validity was confirmed. Then, by distributing the questionnaire, the validity of the tool was measured with three methods: construct validity (external model), convergent validity (AVE), and divergent validity. The AVE value for all research variables must be greater than 0.5. In order to test the research hypotheses, structural equation modeling was used in the context of smart pls2 statistical software. Research findings The present study showed that building trust and brand credibility, along with the use of interactive tactics and emotional narratives, plays a fundamental role in improving the environmental behaviors and attitudes of the audience. Modern messaging infrastructures and technologies and visual design in harmony with green values ​​strengthen the persuasive power of messages and increase the acceptance of a sustainable lifestyle. The findings confirm the importance of integrating trust, interaction, narrative, visual design, and technology in developing green marketing and promoting brand social responsibility, and show that these factors can strengthen individual and collective motivations for sustainable consumption. Discussion and Conclusion The research findings showed that trust-building and brand credibility play a central role in shaping audiences’ environmental attitudes and behaviors, such that audiences who consider the brand to be credible and trustworthy are more likely to consume green, reduce energy consumption, and participate in environmental activities (Huang et al., 2024; Meysamizad et al., 2023). Also, persuasive and interactive tactics in messaging, along with narratives and emotional messages, increase active audience participation and pave the way for improving green messaging infrastructure and channels (Antoun et al., 2023; Khalaji et al., 2022). Other findings of the present study showed that persuasive strategies based on narrative and emotion, by enhancing interactive tactics, engage audiences more and increase their level of interaction with messages and the brand. This is consistent with the research of Antoun et al. (2023) and Meysamizad et al. (2023) who have confirmed the role of storytelling and emotional messages in increasing digital impact and participation. Also, the infrastructure and technical platforms of green messaging are of considerable importance in creating environmental behaviors of audiences and strengthening their understanding of the brand's social responsibility. This finding is consistent with the research of Khalaji et al. (2022) and Hu et al. (2024) and shows that digital tools and channels can strengthen individual motivations for green consumption and adoption of a sustainable lifestyle. Visual design aligned with green values ​​and the use of digital platform technologies and algorithms also enhance the persuasive power of messages and improve audience acceptance and commitment to sustainable consumption (Hu et al., 2024; Mahmoud et al., 2024).

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

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

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 present study investigated improving employee performance through internal marketing and organizational learning: the mediating role of organizational innovation. This research is applicable in terms of purpose, quantitative in terms of method, and of descriptive-survey type. The statistical population in this study is 116 food exporting companies in Mashhad, and using the Cochran formula, the sample size was estimated to be 86 companies; for this purpose, a questionnaire was distributed among and completed by the managers of these companies using simple random sampling method. In order to analyze the data, structural equation modeling test and other statistical tests based on SPSS and Pls software were used. The validity of the research variables was measured through confirmatory factor analysis. Also, the reliability of the research variables has shown that Cronbach's alpha for research variables including internal marketing, performance, organizational innovation, and organizational learning has been obtained as 0.909, 0.935, 0.940, and 0.901 respectively, which indicates the desired reliability of the research tool. The research findings have shown that organizational learning and internal marketing are effective on employee performance and organizational innovation mediates its effect.
Introduction
In today's world, human resources are recognized as the most important resource of organizations and attracting and retaining efficient forces is considered a vital competitive advantage (Chaudhary & Sharma, 2024). With rapid environmental changes, traditional management tools have become ineffective and the need for flexible and learning structures to respond to changes is felt more than ever. Optimal human resource performance is a necessary condition for the success of organizations, as it allows managers to focus on macro strategies (Organ, 2020). Two key factors in improving employee performance are organizational learning and internal marketing. Organizational learning helps organizations survive in a competitive environment by producing knowledge and continuously reviewing methods. On the other hand, internal marketing, by looking at employees as internal customers, creates effective relationships and improves organizational performance by increasing job satisfaction and motivation (Ocharo & Kinyua, 2021). Also, organizational innovation, especially in times of crisis and intense competition, plays a decisive role in the success of organizations and helps managers allocate resources optimally (Quispe et al., 2024). This issue is doubly important in food trading companies that face export challenges and strict standards. Therefore, in today's dynamic and uncertain environment, organizations need a flexible, learning, and innovative structure to meet stakeholder expectations. Based on the above, this study examines the question: do internal marketing and organizational learning through innovation have a significant impact on employee performance?
Theoretical foundations
Innovation and organizational innovation
Leticia Santos et al., (2022) consideres innovation as the tendency of a company or organization to participate in and support new ideas, pioneer in technology, conduct research, development, and other creative activities aimed at developing new products, services, and processes. On the other hand, organizational innovation encompasses a wide range of actions and activities aimed at facilitating and achieving innovative results in the organization. This type of innovation can be related to a product, device, system, process, policy, program, or service (Chen & et al., 2019).
Internal Marketing
Internal marketing means that companies should seriously invest in the quality of performance and capabilities of their employees. This is especially important for people who are directly in contact with customers, and these people need to be trained effectively. Also, all support staff should work together and work as a team to satisfy customers (Corrin & et al., 2022).
Organizational Learning
Organizational learning is a dynamic process that enables an organization to adapt quickly to changes. This process involves the production of new knowledge, skills, and behaviors. Organizational learning is the main way to create knowledge work and improve the efficiency of the organization; therefore, a successful organization must be dynamic in learning (Okolie, 2024).
Research Background
Bikzadeh Abbasi & Kaneshloo (2024) conducted a study titled: Investigating the Effect of Marketing Research on Improving Organizational Innovation. The results obtained indicate that marketing research has a positive and significant effect on improving organizational innovation in the United Nations Credit Institution. Khajeh Saeed & Sattarii (2024) conducted a study titled: The Effect of Marketing Capabilities on the Financial Performance of Exporting Companies. The results of this study showed that financial resources, information resources, and relational resources have a significant effect on the financial performance of exporting companies. Patwary et al., (2022) conducted a study aimed at investigating the role of knowledge management (KM) practices on performance and innovation. The findings indicate that KM has a positive effect on innovation performance among Malaysian hospitality employees. This study also shows that organizational learning and organizational creativity significantly mediate the relationship between KM and innovation performance.
Research Methodology
The present study is applicable in terms of purpose, and descriptive-survey in terms of method. The statistical population in this study is 116 food exporting companies in Mashhad, and the sample size was estimated to be 86 companies using the Cochran formula; for this purpose, a questionnaire was distributed among the managers of these companies and completed by them, through a simple random sampling method. In order to collect data, a questionnaire with 36 items related to the research variables was used. Also, in order to analyze the data in this study, the structural equation modeling technique and other statistical tests were used through SPSS and Smart PLS software. Face validity was used to confirm validity and Cronbach's alpha coefficient criterion was used to confirm reliability.
Findings
The findings of this study are presented in the form of 7 hypotheses, all of which were confirmed.
 Internal marketing has a positive and significant effect on employee performance.
 Organizational learning has a positive and significant effect on employee performance.
 Organizational innovation has a positive and significant effect on employee performance.
 Internal marketing has a positive and significant effect on organizational innovation.
 Organizational learning has a positive and significant effect on organizational innovation.
 Internal marketing has a positive and significant effect on employee performance with the mediating role of organizational innovation.
 Organizational learning has a positive and significant effect on employee performance with the mediating role of organizational innovation.
Discussion and Conclusion
The present study aimed to improve employee performance through internal marketing and organizational learning: the mediating role of organizational innovation (case study: food exporting companies in Mashhad). The findings of this study are consistent with the research of Chaubey et al., (2024), Laksono (2023), Imani et al., (2015), Karimi et al., (2021), and Gholipour et al., (2021). In the following, and based on the research findings, the following suggestions are presented:
 Internal marketing

Designing motivational systems to increase job satisfaction
Improving organizational communications and clarifying processes
Paying attention to the needs of employees as internal customers

Organizational learning

Holding continuous training courses
Creating an organizational knowledge bank of successful and unsuccessful experiences
Encouraging employees to share knowledge

 Developing innovation

Creating a safe space for presenting new ideas
Forming cross-departmental innovation teams
Investing in new technologies

 Coordinating strategies

Integrating internal marketing with innovation programs
Facilitating knowledge exchange between different units
Practical support for innovative ideas

 Human resource management

Mapping a career path for employees
Promoting a culture of continuous learning
Linking individual and organizational goals 

Abstract Abstract
This study aimed to investigate the role of organizational brand identity in strengthening employee-centered brand equity. The study population is the employees of Asia Insurance in Tehran province branches, of which 287 samples were studied using the multi-stage cluster sampling method. Field and questionnaire methods were used to collect information. Data analysis was performed using structural equation modeling using smart PLS software. The results showed that organizational brand identity has a positive and significant effect on employee-centered brand equity dimensions including brand citizenship behavior, employee satisfaction, word-of-mouth advertising, and willingness to continue cooperation; and organizational brand identity dimensions including brand visual identity, brand personality, employee and customer focus, and sustainable communications also have a positive and significant effect on employee-centered brand equity, but these effects are not strong. Meanwhile, focusing on employees and customers and sustainable communications, which are more related to the organization's human resources policies, have stronger effects on employee-centered brand equity, and the impact of brand visual identity and brand personality, which include more general meanings of brand identity, is less on employee-centered brand equity.
Introduction
Today, service companies, including insurance companies, need a strong corporate brand identity and also employees who are the messengers of the organization's brand to maintain and differentiate themselves in competitive markets. Competition among service brands is increasing sharply. Highly differentiated markets are the result of customers' knowledge and experiences about the brand, which has intensified the challenge of attracting and retaining customers. Organizational managers have realized that a strong brand is the main axis of their competitive advantage (Liu et al., 2020; King, 2017).
Brand equity is considered one of the most important indicators of a brand's success. Previous research has studied brand equity from the customers' perspective; and organizational managers and academic researchers have generally focused on the concept of customer-centric brand equity (Ahmad et al., 2022) and have ignored the perception of internal stakeholders of the brand (Boukis & Christodoulides, 2020). However, now, in the logic of new markets, a change in this mindset is observed, and managers have turned their attention to internal or employee-based branding (Ahmad et al., 2022).
Most brands try to differentiate their products and create a unique brand identity of their own through tangible signs (Liu et al., 2020, King, 2017). A strong brand identity plays a vital role in the entire brand management process. Accordingly, all organizations try to differentiate their products and services in order to create a distinctive identity for their brand. Organizations usually do this through the external appearance of their brand (Ahmad et al., 2022, King, 2017). However, evidence of its impact on employee-based brand equity is scant (Liu et al., 2020).
For service industries, such as the insurance industry, intangible resources such as knowledge and skills have become increasingly important for gaining competitive advantage in today's hypercompetitive markets. These skills and capabilities are rooted in an organization's human resources (Ahmad et al., 2022). Providing high-quality service from employees is a necessary prerequisite for creating employee-based brand equity. Brand equity is formed through interactions between customers and employees; an important channel for customers to perceive brand value (Liu et al., 2020). Organizations cannot fulfill brand promises to customers without considering the role of employees (Boukis & Christodoulides, 2020). It is the capabilities and skills of employees that can create a good or bad brand experience for customers and thereby shape their perception of the brand (Ahmad et al., 2022).
Most brand equity research focuses on customer-centered brand equity (Keller and Swaminathan, 2020; Lee, 2021); and employee-centered brand equity, especially in service areas, has been less studied (Erkmen, 2018). This is an important research gap because a better understanding of employee-centered brand equity in general and in service industries in particular can motivate managers in these industries to better recognize the role of employees in introducing brand equity to customers through better service delivery (Zhang et al., 2024).
This study focuses on insurance company employees who are influenced by both internal stakeholders (e.g., managers and other employees) and external stakeholders (e.g., customers) through their interactions with them. Therefore, the purpose of this study is to investigate the role of organizational brand identity in strengthening employee-centered brand equity.
Theoretical Framework
Organizational Brand Identity
Brand identity was first introduced by Kapferer (1992) and has been studied in various ways, leading to a variety of definitions and theoretical frameworks for the concept. Dechernatoni (2006) defined brand identity as a distinctive idea about a brand and how the brand communicates through this idea to its various stakeholders. Despite the different definitions, academic researchers define brand identity as a set of brand attributes, including a specific idea or core meaning of a brand (Buil et al., 2016). Branding literature has also discussed the stability of brand identity over time. Although brand identity definitions primarily emphasize the need to maintain identity, some researchers have reconceptualized brand identity as a dynamic concept (Liu et al., 2020(.
Service brand identity is a multidimensional variable that includes visual identity, customer and employee focus, brand personality, sustainable communications, and human resource plans (Daneshgar et al., 2021). In this study, based on the research of Coleman et al. (2011), organizational brand identity has been examined in four dimensions: visual brand identity, brand personality, sustainable communications, and employee and customer focus (including human resource plans) (Coleman et al., 2011).
Employee-centered brand equity
Two important approaches to brand equity are the customer and financial approaches. Customer-centered brand equity is a set of assets related to the brand name and image and increase or decrease the perceived value of products and services to customers (Hasni et al., 2018). Brand equity with a financial approach is the overall value of the brand, which is determined by the sale of separable assets or what is on the balance sheets (Zhang et al., 2024).
King and Grace (2009) first introduced the concept of employee-centered brand equity to show how employees can convey their understanding of a brand to customers. This conceptualization suggests that for service industries, brand construction primarily originates from the internal environment rather than the external environment. The characteristics of service products include intangibility, ephemerality, and heterogeneity (Rodrıguez-Lopez et al., 2020), so the process of developing a service brand is different from a non-service brand (Zhang et al., 2024). Positive interactions between employees and customers can lead to increased customer loyalty and satisfaction, and ultimately the brand equity of the organization. According to this view, brand management in an organization should not be based only on customers; the role of employees, who are the real advocates of the organization's brand, should also be considered in this context. Therefore, successful brand management is based on a balance between customer-centered brand equity and employee-centered brand equity (Ahmad et al., 2022).
Employee-centered brand equity is a multidimensional variable that includes citizenship behavior, employee satisfaction, willingness to continue cooperation, and word-of-mouth advertising (King & Grace, 2008; Yazdan shenas & Asnaashari, 2022; Sangari & Alizadeh, 2018).
Research Methodology
This research is applicable in terms of purpose, and descriptive-correlational in terms of method. The statistical population of the research includes all employees of Asia Insurance in the branches of Tehran province, of which 287 samples were studied using the multi-stage cluster sampling method. Field methods and questionnaires were used to collect information. Composite reliability criteria and Cronbach's alpha coefficient were used to test the reliability of the questionnaires, and confirmatory factor analysis was used to test the validity. Data analysis was performed through structural equation modeling with the partial least squares technique and using smart PLS software.
Research findings
The research results showed that organizational brand identity has a positive and significant effect on employee-centered brand equity dimensions including brand citizenship behavior, employee satisfaction, word-of-mouth advertising, and willingness to continue cooperation; and organizational brand identity dimensions including brand visual identity, brand personality, employee and customer focus, and sustainable communications also have a positive and significant effect on employee-centered brand equity, but these effects are not strong.
Conclusion
Organizations have now realized that competitive advantage based solely on tangible assets cannot be sustained in the long term. In service organizations that involve personal contacts and abundant communication experiences, internal brand equity is one of the most important factors for brand success. In these organizations, employees are a reflection of the organization and interact directly with customers as a frontline force. Previous studies have shown the strong role of employees in shaping brand equity. Internal branding among employees strengthens their understanding of the brand and, based on that, promotes employee-centered brand equity. Therefore, the purpose of the present study was to investigate the role of organizational brand identity in strengthening employee-centered brand equity.
The research result on the strong impact of organizational brand identity on employee-centered brand equity is consistent with the results of Baca & Reshidi (2025), Liu et al. (2020), Boukis & Christodoulides (2020), and Yazdanshenas & Asnaashari (2022).
The results of the study showed that organizational brand identity; including brand visual identity, brand personality, employee and customer focus, and sustainable communications, have a positive and significant effect on employee-centered brand equity, but these effects are not strong. The effect of brand visual identity and brand personality, which include more general meanings of brand identity, is less on employee-centered brand equity; and employee and customer focus, and sustainable communications, which are more related to the organization's human resources policies, have stronger effects on employee-centered brand equity. The effect of human resources policies, internal branding, and intra-organizational communications was seen in the research of Ahmad et al. (2022), Bigdeli et al. (2021), Daneshgar et al. (2021), Moshabaki & Taghizadeh (2019), Ashouri et al. (2024), and Hosseini et al (2013), and therefore the results of the present study are consistent with the results of these studies.
The findings of the study indicate that organizational brand identity has a strong and significant positive effect on employee-centered brand equity dimensions, including citizenship behavior, employee satisfaction, word-of-mouth advertising, and willingness to continue cooperation. These results are consistent with the results of Yazdanshenas & Asnaashari (2022), and Sangari & Alizadeh Bloukani (2018), which indicated a positive effect of brand identification on all four dimensions. These findings are also consistent with the results of Zhang et al. (2024) and Bari & Shahzadi (2022), who identified positive experiences, behaviors, and attitudes of employees and their role as the most important brand ambassadors as important factors in the emergence of citizenship behavior in them, brand recommendation advertising, and their loyalty and affiliation to the brand.
The findings of the study contain practical suggestions for managers and policymakers in the fields of human resource management and brand management. Since high levels of service are a key element of positive brand equity for service companies and it is the transfer of brand equity through employee-customer relationships that will achieve success, insurance managers are advised to implement human resource strategies such as increasing employee authority and reducing control over them and specifying the contribution of each employee to the success of the organization and use the benefits to enhance the organization's brand reputation and provide customer satisfaction and loyalty to the organization.
Measures such as holding training courses on brand-appropriate skills, using effective communication channels, designing attractive promotion programs for employees and holding regular meetings to fulfill the brand's mission and promises should be considered for brand internalization, and employees should be carefully selected and trained to enhance customer experience of the brand.

Abstract Abstract
The objective of the current research is destination branding for health tourism in medical centers of Yazd province. The present study is based on the pragmatism paradigm with an exploratory orientation, conducted as developmental research in a cross-sectional manner using a survey approach (interviews) through field studies; the research strategy was projective technique, and data collection was performed using semi-structured, in-depth interviews with 12 experts in health tourism and destination branding who were selected through purposive sampling; at this stage, the sample size was determined based on the theoretical saturation rule, and after three-level coding (open, axial, and selective), this concept was developed; the research findings indicate the necessity of attention to infrastructure factors, cultural factors, and economic factors as variables of health tourism destination country, tourism factors and destination branding factors of the city, advertising, sales promotions, brand communities, and public relations as communication tools variables, as well as physicians and nurses, medical center staff, and managers as human resources variables, and medical equipment/facilities and services as product/service variables.
Introduction
In today's world, health tourism is recognized as one of the most prosperous global industries, attracting millions of people annually to various destinations for medical services (Patterson & Balderas-Cejudo, 2023). Within this context, health tourism destination branding has emerged as a critical factor in attracting both domestic and international patients while creating sustainable competitive advantages for medical centers. A primary concern for health and tourism policymakers is establishing medical destinations as preferred and trustworthy options in the minds of global audiences through effective branding strategies.
Despite Iran's significant potential, particularly in Yazd province, for attracting health tourists, limited research has systematically examined the factors influencing destination branding in this context. A review of existing literature reveals that cultural perspectives and elements - themselves influenced by environmental changes - significantly impact branding. As Wijaya (2024) demonstrated, successful branding strategies can create innovative, distinctive products that foster loyalty among target audiences. Similarly, Ailawadi & Keller (2004) investigated how branding strategies create unique positions for brands across various sectors, contributing to sustainable competitive advantage.
Theoretical Framework
Branding
The rapid changes and transformations at the end of the second millennium, coupled with the emergence of new global challenges, have revealed the limitations of traditional forecasting-based planning methods (Linkon et al., 2024). This constant evolution creates an ongoing need for individuals to adapt to environmental changes (Kindström et al., 2024).
Tourism Destination Branding
Destination branding focuses on creating perceptions or reputations that attract investors and tourists. A strong destination brand serves as an effective tool for differentiation and developing emotional connections with consumers (Darwish & Burns, 2019).
Health Tourism Destination Branding
Health tourism, defined as travel for physical and mental health purposes lasting between 24 hours and one year, represents a rapidly growing sector of the tourism industry (Sattari et al., 2020).
Research Methodology
This exploratory qualitative study adopts a developmental approach within the pragmatism paradigm. Utilizing inductive reasoning and taxonomic modeling, the research employed projective techniques and expert interviews to develop the concept of health tourism destination branding. The cross-sectional field study involved purposive sampling of 12 experts (following theoretical saturation principles) from academia and healthcare management in Yazd province (Table 1).

Credibility: Verified through member checking with participating experts
Transferability: Ensured through peer review by university professors
Dependability: Established through audit trails by two external reviewers
Inter-coder reliability: Achieved >0.7 agreement between independent coders

Findings and Discussion
Analysis of 60-90 minute interviews (recorded with participant consent) yielded 60 open codes, subsequently categorized into 14 axial and 5 selective categories (Table 2). The study identifies critical success factors including:

Infrastructure, cultural, and economic considerations
Tourism and destination branding elements
Communication tools (advertising, promotions, PR)
Human resources (medical staff, administrators)
Service quality and medical facilities

Conclusion
Yazd province - and Iran more broadly - possesses the medical expertise, competitive pricing, and cultural attractions to become a regional health tourism hub. However, realizing this potential requires:

Strategic destination branding
Infrastructure development
Health diplomacy initiatives

The study provides a comprehensive framework for policymakers and healthcare administrators to enhance Iran's position in the global health tourism market through systematic destination branding approaches. 

Abstract Abstract
The present study aimed to investigate the effect of brand sensory experience on brand loyalty with an emphasis on the drivers of brand equity, customer satisfaction, and customers' emotional commitment. The research is applicable in terms of purpose, and descriptive-survey in terms of data collection method. The subjects of this study were 750 language learners of the Gilan Iranian Language Center. 261 people were selected as a statistical sample based on the Krejci and Morgan table and simple random sampling method, and answered the research questionnaires. The validity of the questionnaires was confirmed based on face validity, content, and confirmatory factor analysis. The reliability of the questionnaires was calculated and confirmed using the Cronbach's alpha coefficient method. Data analysis was performed at two levels of descriptive and inferential statistics, including structural equation modeling, using the SmartPLS statistical software. The results showed that brand sensory experience has a significant effect on customers' emotional commitment with a path coefficient of 0.472. Brand sensory experience has a significant effect on customer satisfaction with a path coefficient of 0.575. Brand sensory experience has a significant effect on brand equity with a path coefficient of 0.264. Brand equity has a significant effect on customer loyalty to the brand with a path coefficient of 0.736. Emotional commitment has a significant effect on brand equity with a path coefficient of 0.207. Customer satisfaction has a significant effect on brand equity with a path coefficient of 0.274. Emotional commitment and customer satisfaction play a mediating role in the impact of brand sensory experience on brand equity.
Introduction
Customer loyalty to a brand indicates the satisfaction of consumers with the quality and price of a brand's products and services (Chinomona, 2016). Brand loyalty is the attachment or dependence that a customer has to a brand. In fact, loyalty is the result of customer trust in the brand, which is a result of confidence from both parties (customer and brand owner) and will continue in the future as long as it leads to gaining points. As a result, trust and loyalty are two factors that are constantly in direct contact with each other. Just as trust encourages loyalty to a brand, it also reduces insecure relationships with that brand. This means that if a customer feels insecure about a brand, their willingness to buy or use that brand will also decrease (Dwivedi et al., 2018). Human societies are very effective through word-of-mouth information and its exchange, comparing experiences of purchasing a product, and encouraging social relationships among members, and these relationships between individuals and others in relation to a brand lead to the production of emotional relationships and ultimately lead to individual loyalty to a brand (Ahn & Back, 2018). However, researchers have also recognized the attitudinal or intention-based dimensions of loyalty and have defined brand loyalty in terms of the customer's willingness to recommend the brand to others, the preference for purchasing a brand over other brands, and the customer's feeling of attachment to the brand.
Many factors are associated with brand loyalty, such as brand equity (Iglesias et al., 2019). Researchers have conducted many studies on how consumers value brands and perceive multiple aspects of brand equity. A very important point in brand value is that all target markets need to understand their brand value in order to achieve significant success, and therefore, the assessment of a brand value should be based on customer observations.
Customer satisfaction is considered as a set of business beliefs that lead to creating value for customers, anticipating and managing their expectations; a responsibility that leads to meeting their needs, and is considered as one of the most important criteria for determining the quality of a brand. In marketing literature, the concept of experience has been discussed and examined in various fields such as shopping experience, product experience, beauty experience, service experience, consumption experience, and consumer experience. In addition to customer satisfaction with brand equity, some researchers directly or indirectly link customer emotional commitments with brand equity. Researchers consider customer emotional commitment to be part of brand power. Researches have mainly linked emotional commitment to brand equity through the dimensions of brand equity. In some recent empirical studies, emotional commitment has been examined as a prerequisite for brand equity, because it is expected that when customers feel similarity to a particular brand and develop a strong emotional attachment to it, the value of brand equity will increase.
The researcher seeks to answer the question: does the sensory experience of the brand through customer emotional commitment, customer satisfaction, and brand equity have a significant effect on brand loyalty in the Iranian language center in Gilan province?
Theoretical framework
Brand loyalty:
Brand loyalty refers to a customer's enduring desire to purchase a particular brand repeatedly and prefer it over competing brands, even in the face of price changes or competitor promotions. This loyalty can be due to ongoing satisfaction, emotional connection, perceived quality, or buying habits. Loyal customers are more likely to make repeat purchases and usually increase their purchase volume over time, leading to sustained sales growth (Ajalli et al., 2023).
Brand equity:
If we put different brand labels on two identical products, the brand with higher equity will attract more customers. Brand equity creates commitment and loyalty in customers, which leads to repeat purchases and maintaining market share. High equity leads to better brand recognition in the market, which in turn facilitates sales and attracts new customers. When brand equity is high, marketing efforts are more effective and help save on advertising costs (Tasci, 2021).
Emotional Brand Commitment:
Emotional customer commitment is the degree of attachment and emotional connection that a customer feels towards a brand, product or organization. This commitment goes beyond ordinary satisfaction and includes a sense of belonging, interest, and a desire to maintain a long-term relationship with the brand (Rehman & Shafiq, 2019). In other words, when a customer has a strong emotional feeling towards the brand, they not only buy, but also become attached and committed to the brand (Afshardoost et al., 2023).
Sensory Brand Experience:
Sensory brand experience refers to the set of perceptions and feelings that customers experience through the five senses (sight, hearing, smell, taste and touch) when interacting with the brand. Simply put, brands that use the customer's senses to create an experience can establish a deeper, more lasting and more emotional connection with customers (Zha et al., 2022).
Customer Satisfaction:
Customer satisfaction refers to a customer's positive or negative emotional feeling or reaction to their experience of purchasing a product or service. This feeling arises from a comparison between the customer's expectations and their perception of the actual performance of the brand or product. If the brand's performance is equal to or higher than the customer's expectations, satisfaction is achieved; if it is lower than expected, dissatisfaction is formed (Iglesias et al., 2019).
Imanian (2025) stated in a study that social media marketing activities have a positive and significant effect on customer brand loyalty through brand equity and fair value. Amiri & Dastranj (2024) stated that the level of perceived customer satisfaction had a positive and significant effect on their brand loyalty. Majidi Jamnani et al. (2024) conducted a study titled "Investigating the Effect of Brand Experience Dimensions on Brand Satisfaction and Brand Loyalty with the Mediating Role of Brand Attitude and Brand Attachment" and concluded that brand attitude and brand attachment play a mediating role on the relationship between brand satisfaction and brand loyalty.
Research Methodology
The present study is applicable in terms of purpose, and descriptive-survey in terms of data analysis. The statistical population of the study was 750 language learners of the Iran Language Center of Gilan. 261 people were selected as a statistical sample based on the Krejci and Morgan table and simple random sampling method, and responded to questionnaires taken from the research (Iglesias et al., 2019). Confirmatory factor analysis was used to determine the validity of the research tool, and Cronbach's alpha coefficient was used to determine the reliability of them. Descriptive and inferential statistical methods were used to analyze the collected data. To test the research hypotheses, the Kolmogorov-Smirnov test was used to examine the normality of the data distribution, and the structural equation technique was used to examine the effect of independent and mediating variables on the dependent variable using the SmartPLS statistical software.
Research Findings
Descriptive statistics related to demographic information are shown in Table (2). The results showed that 47.893% of the respondents were male and 52.107% were female. 1.916% of the respondents were aged 16 to 20 years, 32.95% between 21 and 30 years, 52.107% 31 to 40 years, 111.11% 41 to 50 years and 0.766% were over 50 years, and 149.1% did not respond to this option. 8.429% of the respondents were under diploma, 37.548% had a diploma, 8.046% had an associated degree, 29.885% had a bachelor's degree, 15.709% had a master's degree and above. 0.383% did not respond to this option. Marital status: 2.682% of respondents were single and 96.935% were married. Also, 0.383% did not respond to this option. Occupational status: 37.548% of respondents were housewives, 37.548% were employees, 18.391% were freelancers, 3.448% were students, and 1.916% were unemployed. Also, 1.49% did not respond to this option. The length of time they had been familiar with the Iranian language center brand was for 6.897% of respondents under 2 years, 34.1% 2 to 5 years, 42.912% 5 to 9 years, and 15.709% 9 years and above. Also, 0.383% did not respond to this option. As is clear from the data in Table (3), the mean score of the brand loyalty variable according to respondents is 3.999, the standard deviation is 0.649, and the variance is 0.422. Also, the lowest score related to this variable according to respondents is 1.667 and the highest score is 5. The mean score of the brand sensory experience variable according to respondents is 3.95, the standard deviation is 0.663, and the variance is 0.44. Also, the lowest score related to this variable according to respondents is 1 and the highest score is 5. The mean score of the customer emotional commitment variable according to respondents is 4.171, the standard deviation is 0.661, and the variance is 0.437. Also, the lowest score related to this variable according to respondents is 2 and the highest score is 5. The mean score of the customer satisfaction variable according to respondents is 3.958, the standard deviation is 0.745, and the variance is 0.555. Also, the lowest score for this variable from the respondents' perspective is 1.667 and the highest score is 5. The average score for the brand equity variable from the respondents' perspective is 4.197, the standard deviation is 0.773, and the variance is 0.598. Also, the lowest score for this variable from the respondents' perspective is 1 and the highest score is 5.
Conclusion
The present study was conducted with the aim of investigating the effect of brand sensory experience on brand loyalty with an emphasis on the drivers of brand equity, customer satisfaction, and customer emotional commitment. In this regard, it can be stated that the role of brand sensory experience in customer emotional commitment is very key and strategic; because sensory experience directly affects customer perception, feeling, and behavior; and can lead to the creation of a deep emotional relationship between the customer and the brand. The results of the second hypothesis test showed that brand sensory experience has a positive and significant effect on customer satisfaction. In this regard, it can be stated that the role of brand sensory experience in customer satisfaction is very important and fundamental, because today's customers do not pay attention just to the quality of the product or service any longer, but the overall experience of interacting with the brand is important to them; an experience perceived through the five senses and leads to the formation of positive emotions and ultimately satisfaction. The results of the third hypothesis test showed that the brand's sensory experience has a positive and significant effect on brand equity. In this regard, it can be stated that in today's competitive world, sensory experience is beyond a simple interaction with a product or service and has become one of the most important factors in building, strengthening, and differentiating brand equity. The brand's sensory experience is one of the most effective factors in building and promoting brand equity, because it directly affects customer perception, feelings, and behavior. The results of the fourth hypothesis test showed that brand equity has a positive and significant effect on customer loyalty to the brand. In this regard, it can be stated that the role of brand equity on customer loyalty to the brand is one of the key issues in the fields of marketing, brand management, and consumer behavior. Research shows that brands with strong brand equity have a greater chance of retaining loyal customers and are even more resistant to competitors. The results of the fifth hypothesis test showed that emotional commitment has a positive and significant effect on brand equity. In this regard, it can be stated that emotional commitment, as a strong emotional bond between the customer and the brand, can play a significant role in the formation, strengthening, and sustainability of brand equity. Customer emotional commitment plays a key role in the formation and strengthening of brand equity. By creating loyalty, positive associations, emotional interactions, and brand recommendations, this commitment gives the brand more value from the consumer's perspective and stabilizes its position in the market. The results of the sixth hypothesis test showed that customer satisfaction has a positive and significant effect on brand equity. In this regard, it can be stated that satisfied customers are not only more likely to repurchase, but also play an active role in strengthening the brand image, increasing loyalty, and improving the public perception of the brand, all of which are key components of brand equity. Satisfaction is the first step to creating loyalty. Satisfied customers are more likely to repeat purchases and prefer the brand over competitors, which is one of the most important components of brand equity. Satisfied customers perceive the brand as having higher quality than that of competitors, even if there is not much difference technically. The results of the seventh hypothesis test showed that emotional commitment plays a mediating role in the impact of the brand sensory experience on brand equity. In this regard, it can be stated that sensory experience alone increases brand equity, but when this experience leads to emotional commitment, its effect on brand equity will be much stronger and more sustainable. The sensory experience of a brand creates part of the brand value directly and part through the customer's emotional reactions (i.e., emotional commitment). The results of the eighth hypothesis test showed that customer satisfaction plays a mediating role in the impact of the sensory experience of a brand on brand equity. In this regard, it can be stated that when a brand can provide a pleasant experience through the five senses (such as beautiful design, pleasant sound or music, pleasant smell of the store, appropriate touch and taste of the product), this experience leads to a pleasant feeling, memory formation, and ultimately customer satisfaction. The sensory experience of a brand may directly affect brand value, but when customer satisfaction is included as an intermediary, this effect becomes more sustainable, deeper, and more predictable. It leads to behavioral and attitudinal loyalty, and ultimately transforms from a short-term experience into a long-term understanding of brand value. According to the results of the present study, the following suggestions and recommendations can be made: Considering the confirmation of the relationship between the sensory experience of a brand with emotional commitment and customer satisfaction, and brand equity, it is suggested that the managers of the Iranian Language Center try to define human emotions for the Language Center brand by using advertisements and content presented in this format. For example, they can display the sense of being a pioneer, being luxurious, etc. in the form of images of people who play the role of language learners in outdoor or television advertisements, to implicitly instill in the audience that being in the center makes them a pioneer or luxurious, etc. One of the things that can be useful in this regard is the use of famous Iranian symbols and personalities to introduce the characteristics that customers tend to feel. These findings are consistent with the results of the Kaveh Haghighi (2021), Rehman & Shafiq (2019), and Khan & Fatma (2019). Regarding the limitations of the present study, it can be said that people have differences in terms of personality characteristics, which were not considered in this research. According to the view of Coelho et al., (2018), these personality differences can affect the results of hypothesis testing. Therefore, future researchers are advised to conduct similar research focusing on the personality characteristics of the respondents and compare their results with each other. 

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

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 purpose of this study is to investigate the effect of blockchain technology on digital marketing. This study is applicable in terms of purpose, and of a quantitative research type, which is a survey-cross-sectional study in terms of data collection. The statistical population of this study consists of online marketing managers and activists. The entire statistical population was considered unlimited. Due to the unlimited nature of the statistical population, 384 people were considered as a sample, based on the Morgan table. The data collection tool is a questionnaire. The standard questionnaire was extracted based on the study by Wiratma et al., (2021). Confirmatory factor analysis and model fit test and structural equation model were used to examine the data to test the hypotheses expressed in the study. The data analysis method was also using smart.PLS software. The results of the study showed that blockchain has a positive and significant effect on mega-data, which in its turn, has a positive and significant effect on digital marketing. Blockchain has a positive and significant impact on digital marketing.
Extended Abstract
Introduction
With the rapid growth of e-commerce, exchanges and transactions through information technology tools and methods have increased significantly. The adoption and use of various electronic payment services and its application are important topics considered in the use of new technologies (Li & Bai, 2010). Today, much of the attention on blockchain is focused on financial services; and very little has been discussed about non-financial services companies and how blockchain technology can impact organizations, their business models, and the way they create and deliver value (Morkunas et al, 2018).
Blockchain technology has emerged as a promising innovation that can not only disrupt operational processes in the supply chain of products and services, but also facilitate risk management in the complex and interconnected global supply chain ecosystem through increased information and process flexibility (Tonnissen & Teuteberg, 2020; Esmaeili et al, 2020; Wamba & Queiroz, 2020; Gory, 2019). With the rapid growth of e-commerce, exchanges and transactions through information technology tools and methods have increased dramatically. The adoption and application of various electronic payment services and their applicability are important issues considered in the use of new technologies (Li & Bai, 2010). Much of the attention on blockchain today is focused on financial services, with very little discussion of non-financial services companies and how blockchain technology can impact organizations, their business models, and the way value is created and delivered (Morkunas et al, 2018). It monitors interactions between individuals, organizations, companies, communities, and people. They guide management and social actions. Blockchain technology at the heart of Bitcoin and other cryptocurrencies, is a chain blockmarket of an open, distributed ledger that can efficiently record transactions between two parties in a verifiable, permanent, and secure manner. This technology is protected against deletion, tampering, and financial transactions (Rega et al, 2019).
Blockchain technology is predicted to play a significant role in digital marketing in the future. According to a report in Semupdates.com (2019) of the 20 digital marketing trends that will go viral in 2020; one of them is blockchain technology in search engine advertising. The use of blockchain is a technology much broader than the financial world that can be applied to the world of digital marketing, as its functions are transparent and provide benefits to the branding process. The figure below shows the size of the blockchain technology market worldwide from 2018 to 2025, where it is predicted that the blockchain technology market will be worth $39.7 billion by 2025. This chart shows the blockchain market forecasts that also show the use of blockchain technology (Wiratama et al, 2021).
For this purpose, the present study seeks to answer the following question: What is the impact of the application of blockchain technology on digital marketing?
Theoretical Framework
Blockchain
Blockchain concepts have brought about widespread changes in the legal industry, simplifying and streamlining various processes. The same type of simplification can be seen in the accounting field. Another entity that can benefit from blockchain technology is the government. However, the benefits of this blockchain can go beyond the small projects they have implemented. Three benefits that governments can realize are increasing citizen trust in authorities, protecting crucial data, and reducing costs by increasing efficiency. While the cost savings in the financial industry can be extensive, the legal field can also implement this technology with great success. While there are many applications for which blockchain technology can be used, it can be seen that the main place where it is used is to better organize information, which raises questions about the potential untrustworthiness of the information itself. With the emergence of smart contracts in blockchain technology, the credit requirement required in many international sales transactions is becoming obsolete and useless (Benson, 2019).
Digital Marketing
The term digital marketing has been referred to as a subset of marketing management and advertising management for two decades (Kamnan, 2017). Digital marketing includes all the tools and activities used to market products and services on a digital platform (web, internet, mobile or other (digital) tools) (Vaziri Gohar & Abdolhosani, 2020).
Roshanak et al, (2024) investigated the effect of marketing mix on blockchain technology with the mediating role of perceived usefulness in customers of the National Bank of Iran in Tehran. The results of the study indicate that senior management support, supply chain integration, and innovation capability have a significant effect on blockchain technology. Also, supply chain risk did not affect blockchain technology. Finally, the role of marketing mix has been shown on perceived usefulness. Also, perceived usefulness affects blockchain technology.
Moradi ziba et al, (2023) investigated the model of digital marketing strategies in successful Iranian startups. The results of the qualitative section indicated that 241 primary codes, 46 pivotal codes, and 14 selective codes were identified and extracted. The results of the study showed that the causal conditions with 4 variables of network capability, use of artificial intelligence, marketing capability and customer knowledge have an effect on digital marketing strategies; and the results of confirmatory factor analysis showed that the model fit indices were approved.
Research Methodology
This study is applicable in terms of purpose, and of a quantitative research type, and a survey-cross-sectional study in terms of data collection. The statistical population of this study consists of online marketing managers and activists. The entire statistical population was considered unlimited. Due to the unlimitedness of the statistical population, 384 people were considered as a sample based on the Morgan table. The data collection tool is a questionnaire. The standard questionnaire was extracted based on the study of Wiratma et al. (2021). Confirmatory factor analysis and model fit test and structural equation model were used to examine the data to test the hypotheses expressed in the study.
Research findings
The data analysis method was carried out by smart.PLS software. The research results showed that blockchain has a positive and significant effect on megadata. The megadata has a positive and significant effect on digital marketing. Blockchain has a positive and significant effect on digital marketing.
Conclusion
The present study was conducted with the aim of investigating the effect of the application of blockchain technology on digital marketing. The results of this study are consistent with the results of Roshanak et al, (2024), Moradi ziba et al, (2023), Bagheri Anilu et al, (2023), Zhang et al, (2023), Dana et al, (2022) Gholipour Domyeh (2023), Ahmadi et al, (2022), Da Silva & Moro (2021), Clohessy et al, (2020), Grishikashvili et al, (2014), Rejeb et al, (2020), Brauer & Eriksson (2020), Ertemel (2018), and Kecskes (2018). Roshanak et al, (2024) showed that top management support, supply chain integration, and innovation capability have a significant impact on blockchain technology. Also, supply chain risk did not have an effect on blockchain technology. Finally, the role of the marketing mix on perceived usefulness has been shown. Also, perceived usefulness has an effect on blockchain technology.
According to the results of the research, it is suggested that online marketing managers and activists strengthen the technical knowledge of employees in this field by holding meetings and training courses in the field of blockchain technology. On the other hand, by focusing on emerging technologies such as blockchain and their capabilities, they should align their marketing strategy with digital marketing based on these emerging technologies.