New Approaches in Management and Marketing

Abstract The present study was conducted with the aim of predicting consumer loyalty through the role of flow experience, perceived value and corporate social responsibility. The research method is descriptive-survey and causal-correlation type. Measurement tool, Guerra-Tamez & Franco-García (2022) questionnaires, including flow experience; Attention; Focus; the concept of time; Guerra-Tamez et al (2021) perceived value; Loyalty and Islam et al (2021) is the social responsibility of the company, and the statistical population of the present study is the consumers of Istec brand drinks in Kermanshah. Due to the fact that the number of statistical population in this research is large and uncertain, Cochran's formula for unlimited populations was used to determine the sample size, and the number of sample members was selected considering the estimated amount of 384 people as available sampling. To check the normal distribution of the data used, Kolmogorov-Smirnov test was used and to analyze the findings and test the research hypotheses, structural equation model was used through AMOS software. The results showed that attention, concentration and the concept of time have a significant effect on the flow experience. Other results showed that flow experience, perceived value and corporate social responsibility have a significant effect on consumer loyalty at the p<0.05 level. In this regard, it can be said that this company personalizes its customer experience by using the available information and creates it according to the individual needs of the customers. In this way, customers will feel that the necessary attention is given to them.

Abstract Abstract
The purpose of the present research is to investigate, analyze and predict the strategies governing the adoption of business intelligence in the decisions of the Iranian Electricity Network Management Company, to policy science, technology, and innovation based on business intelligence in this company. In the first step, the research is based on the theory of technology-organization-environment while identifying the barriers and facilitators of using business intelligence in the organizational decisions of the Iranian Electricity Network Management Company using the three-way method including study, observation, and semi-structured interviews with data collection experts. And it was done through the method of thematic analysis of the coding process. In the next step, by combining soft system methodology and system dynamics, and using Rapidminer and Vensim software, the acceptance and use of this technology has been predicted in five years. For this purpose, by using cause-and-effect relationships and in the form of a dynamics model, circular and flow diagrams were modeled, and based on the opinion of experts, the necessary corrections were made to the output at this stage. In the following, the simulation was carried out for five years using a developed model using dynamic systems thinking. According to the research findings, the research system is controllable and has observable effects. That is, the inputs of the system control the variables of the state and each of the variables of the state affects some of the outputs of the system. Based on this, scenarios were obtained with changes in individual factors, organizational factors, environmental factors, and extra-environmental factors. The result is that the inappropriate localization of technologies, the insularity of information systems, the contradiction of security instructions, and the resistance of human resources in front of security policies are among the factors with a negative impact on the establishment of the sub-system of optimal allocation of human resources., the establishment of an education sub-system, security policies, establishment of the steering committee, establishment of systems integration sub-system, and establishment of a knowledge-based companies sub-system were recognized as positive predictors for the adoption and application of business intelligence.

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

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

Abstract Abstract The aim of this study is to investigate the impact of customer experience of artificial intelligence on customer electronic satisfaction, customer trust in online shopping, and customer online shopping intention. The statistical population of this study consists of customers of Alborz Insurance Company throughout Iran. The sampling method was non-randomly available and the electronic questionnaire was distributed among customers through social networks (Telegram, ETA, and Instagram) by the admin of Alborz Insurance agencies. After collecting 385 questionnaires, the distribution process was stopped. The data collection tool was a standard questionnaire with 18 customer-specific questions, the validity and reliability of which have been confirmed. The collected data were analyzed using descriptive statistics and inferential statistics. Frequency and frequency percentage indices were used at the descriptive statistics level; and Pearson correlation coefficient, structural equation model, and path analysis were used at the inferential statistics level. For this purpose, SPSS and LISREL software were used. The results of the analyses showed that customer experience of artificial intelligence has a positive and significant effect on all three research variables, namely electronic satisfaction, customer trust in online shopping, and online shopping intention. The highest effect, with a path coefficient of 0.81, was related to the effect of customer experience of artificial intelligence on online shopping intention. In general, artificial intelligence, while improving the quality of customer experience, has a significant effect on key variables in online consumer behavior. Introduction Today, with the spread of information technology in the world and its rapid entry into everyday life, e-business has replaced traditional methods. In the last few years, the growth of cyberspace and businesses that operate on the Internet has been reported to be multifold, which has also led to the expansion of Internet-based commercial activities. The Internet has become a key tool, which can be called a strategic weapon by anybody; a tool that can simultaneously increase consumer trust and answer their questions, given the current competitive environment (Scott, 2015). The Internet has created a wide horizon for business, especially electronic services worldwide. Retailer websites are an important interface between retailers (banks and insurers) and their customers (van de Ven, K., & Koenraadt, R, 2017). Internet and online businesses offer different products and services compared with traditional businesses. Because of the product choices available on the Internet, advertising on social networks is important in enabling customers to make purchasing decisions (Wang et al., 2016). Although the impact of AI in the insurance industry may not be as tangible as in agriculture, cancer diagnosis, military industries, automotive, construction, etc., it can be claimed that this technology has given speed, accuracy, and security to industries such as banking, information technology, insurance, etc. One of the biggest challenges in this field can be considered detecting complex frauds and discovering false claims in the insurance industry. These frauds include fake accidents, arson, false stolen property, multiple repair and medical bills, etc. By using AI in the insurance industry, operational efficiency can be improved, wrongly paid claims can be limited, total payments can be reduced, and the company's profits can be increased. By relying on AI, insurance companies can consider more competitive prices for their insurance products and offer more personalized services to their customers. In the past, insurers needed customer information to assess insurance risks, although in some cases, due to the dishonesty of individuals, incorrect risk assessment was not possible. But now, with the advancement of machine learning and artificial intelligence, insurers have access to more accurate information sources. For example, in the housing sector, insurance companies can use artificial intelligence to obtain information about the geographical location, marital status and the likelihood of claiming damages from individuals. Also, today, technological developments, especially in the field of telecommunications and information technology, have revolutionized the industry of providing online services such as mobile applications and smartphones. This has changed customer satisfaction from traditional satisfaction to electronic satisfaction, and companies should pay attention to electronic satisfaction in addition to physical satisfaction of customers when measuring customer satisfaction. In fact, the importance of customer satisfaction in an electronic and service environment has been confirmed by marketing studies (Al-dweeri et al., 2017). Satisfaction leads to strong repurchase behavior in the future and also leads to increased sales and profits of the organization and improves the market value for an organization. In the offline environment, customer satisfaction is defined as an emotional reaction in response to one or more cognitive service encounters (Gera, 2011). It is a reaction that occurs immediately after the point of purchase of products and services (Behjati et al., 2012). In the online context, e-customer satisfaction is defined as the consumer's perceptions of online convenience, commerce, website design, and financial security (Ilgaz, H., & Gülbahar, Y., 2015). Therefore, these days, customers are changing their behaviors dramatically in line with the technology and economic environment of the world. They are acquiring a large amount of information, are familiar with products, and are losing their trust in advertisements. They prefer customized products and services, and change their purchasing channels; therefore, businesses are forced to modify or even change their advertising strategies to cope with the changes, facts, and behaviors of their customers in order to survive (Cui et al., 2018). One of the most common beliefs that consumers have about online shopping is that this type of shopping saves time and money and helps them find products that better match their needs (Punj, 2011). Online shopping decisions are directly influenced by consumers' emotions and their online shopping beliefs about the attractiveness of the website or mobile applications and the style of communication with the e-commerce software with the customer. These emotions and beliefs are vital elements of the image of an online store or mobile application in the minds of customers and are thus able to be a stimulus for online shopping (Alnawas, I., & Aburub, F, 2016, gharibi et al., 2019). Therefore, it can be said that there is a need for research and study in the insurance industry so that insurance companies can study the impact of artificial intelligence on customer trust, attitude and behavior. Therefore, the question of the present research is: What is the impact of customer experience of artificial intelligence on customer e-satisfaction, customer trust in online shopping and customer online shopping intention in the insurance industry? Research literature Concept of artificial intelligence Artificial intelligence is a branch of computer science that attempts to understand the nature of intelligence and produce new intelligent machines that think, respond and perform tasks exactly like humans based on the data given to it. Some activities related to artificial intelligence, such as robotics, speech recognition, image recognition, natural language processing and problem solving, are very technical and specialized. Artificial intelligence refers to the intelligence and capabilities used by machines and computer systems to perform intelligent activities and make decisions. This metadata allows machines to recognize patterns, analyze data, and manage problems (Umamaheswari, S., & Valarmathi, A, 2023). Artificial intelligence is concerned with building computer systems and robots that can understand and learn from their observations. The goal of artificial intelligence is to make machines act like humans. The goal of artificial intelligence in general is to build a machine that can “think” (Al-Sayyed et al., 2021). Artificial intelligence includes a set of techniques and algorithms that enable machines to examine and analyze data, identify hidden patterns in them, and make decisions based on them. Artificial intelligence is a branch of computer science that, inspired by sciences such as cognitive psychology, philosophy, logic, statistics and mathematics, tries to simulate a type of human intelligence and does this through software development (Poole, D. L., & Mackworth, A. K, 2010). Electronic satisfaction  High electronic satisfaction is the key to the success of any retailer operating in the competitive global e-commerce environment. To overcome the barriers to global online shopping, companies must improve satisfaction with their electronic services. Most experienced and successful companies in e-commerce have understood that the success factors are not just the company's presence on the web or low prices, but the delivery of high-quality electronic service. Recent research shows that online customers are willing to pay even higher prices for high-quality electronic services offered by electronic retailers; therefore, online retailers should focus on high-quality e-services during and after the transaction rather than on the transaction itself, in order to build customer trust, loyalty, and retention (Navimipour, N. J., & Soltani, Z, 2016). Trust in online shopping Previous studies also show that lack of customer trust is a major barrier to using online shopping. Internet users do not have sufficient trust in sharing and exchanging information and communication with online sellers (Dwidienawati et al., 2020). Perceived ease of use by the customer plays an indirect role in individuals' intentions to adopt or continue to use e-banking. Another study also found that ease of use has an indirect effect on the use of e-banking as much as initial training (Guriting & Ndubisi, 2006). If a person is familiar with the Internet and uses it regularly, they are likely to have a higher level of organizational trust than someone who has not had previous experience using the Internet. As a result, the experience of using the Internet will increase organizational trust (Eastlick, M. A., & Lotz, S, 2011). Customer Online Shopping Behavior Online shopping environments are specific types of interactions that users turn to fulfill their shopping goals. Online shopping is an activity beyond making a mere purchase and includes skills such as searching for products, working with a computer, etc. (Demangeot, C., & Broderick, A. J, 2007). Online shopping intention, as the most important predictor of actual shopping behavior, refers to the outcome of customers' evaluation of criteria such as website quality, information search, and product evaluation (Martins et al., 2023). Conclusion and Discussion The present study, which was conducted among Alborz Insurance customers across Iran, examined the effect of customer experience of artificial intelligence on customer e-satisfaction, customer trust in online shopping, and customer online shopping intention in the insurance industry. The result of the first hypothesis of the study: Customer experience of artificial intelligence has an effect on customer e-satisfaction in the insurance industry. a) Using the Pearson test, the correlation coefficient of customer experience of artificial intelligence and customer e-satisfaction in the insurance industry is 0.75, which indicates a positive and significant effect of customer experience of artificial intelligence on customer e-satisfaction in the insurance industry. b) Considering the path coefficient of 0.78 and the t-statistic of 16.84, it can be said that at a 99% confidence level, customer experience of artificial intelligence has a positive and significant effect on customer e-satisfaction in the insurance industry. The results of this hypothesis are consistent with the studies of Chen et al., (2021); Prentice et al., (2020); Datt (2020); and Hudong (2023). The result of the second hypothesis of the research: Customer experience of artificial intelligence has an effect on customer trust in online shopping in the insurance industry. A) Using the Pearson test, the correlation coefficient between customer experience of artificial intelligence and customer trust in online shopping in the insurance industry is 0.73, which indicates a positive and significant effect of customer experience of artificial intelligence on customer trust in online shopping in the insurance industry. B) Considering the path coefficient of 0.72 and the t-statistic of 11.63, it can be said: At a 99% confidence level, customer experience of artificial intelligence has a positive and significant effect on customer trust in online shopping in the insurance industry. The results of this hypothesis are consistent with the studies of Chen et al., (2021); Prentice et al., (2020); Datt (2020); and Hudong (2023). The result of the third hypothesis of the research: Customer experience of artificial intelligence has an effect on customer online shopping behavior in the insurance industry. a) Using the Pearson test, the correlation coefficient between these two variables is 0.81, which indicates a positive and significant effect of customer experience from artificial intelligence on customer online shopping behavior in the insurance industry. b) Considering the path coefficient of 0.81 and the t-statistic of 19.00, it can be said that at a 99% confidence level, customer experience from artificial intelligence has a positive and significant effect on customer online shopping behavior in the insurance industry. The results of this hypothesis are consistent with the studies of Chen et al., (2021); Prentice et al., (2020); Datt (2020); and Hudong (2023). The result of the fourth hypothesis of the research: Customer e-satisfaction has an effect on customer trust in online shopping in the insurance industry. a) Using the Pearson test, the correlation coefficient between these two variables is 0.68, which indicates a positive and significant effect of customer e-satisfaction on customer trust in online shopping in the insurance industry. b) Considering the path coefficient of 0.69 and the t-statistic of 12.06, it can be said that: at a confidence level of 99 percent, electronic customer satisfaction has a positive and significant effect on customer trust in online shopping in the insurance industry. The results of this hypothesis are consistent with the studies of Chen et al., (2021); and Keshiri et al., (2024). The result of the fifth hypothesis of the research: Electronic customer satisfaction has an effect on customer online shopping behavior in the insurance industry. a) Using the Pearson test, the correlation coefficient between these two variables is 0.79, which indicates a positive and significant effect of electronic customer satisfaction on customer online shopping behavior in the insurance industry. b) Considering the path coefficient of 0.66 and the t-statistic of 41.52, it can be said that: at a confidence level of 99 percent, electronic customer satisfaction has a positive and significant effect on customer online shopping behavior in the insurance industry. The results of this hypothesis are consistent with the studies of Chen et al., (2021); and Keshiri et al., (2024). The result of the sixth hypothesis of the research: Customer trust in online shopping has an effect on customer online shopping behavior in the insurance industry. A) Using the Pearson test, the correlation coefficient between these two variables is 0.75, which indicates a positive and significant effect of customer trust in online shopping on customer online shopping behavior in the insurance industry. B) Considering the path coefficient of 0.64 and the t-statistic of 8.46, it can be said that at a 99% confidence level, customer trust in online shopping has a positive and significant effect on customer online shopping behavior in the insurance industry. The results of this hypothesis are consistent with the studies of Chen et al., (2021); Keshiri et al., (2024); Hemmadi (2023); and Rahmani & Nowzari Jadid (2023). Today, with the spread of internet services and service applications, people of all tastes can compare and purchase different insurance services and, depending on their personal tastes, be satisfied or dissatisfied with their purchase. This satisfaction or dissatisfaction in receiving insurance services is recorded in the form of ratings and comments on mobile applications and social networks, based on which other people purchase services from different insurance companies. Therefore, customer trust and satisfaction with receiving services and even the way in which services are received can affect the customer's intention to purchase online, as in the present study, electronic satisfaction with a path coefficient of 0.66 and online trust with a path coefficient of 0.64 had an effect on the intention to purchase online of Alborz Insurance customers. The time is over when company messages were only about services or products and information was published unilaterally by the company and only what the company wanted to share. With the increasing spread of the Internet in various aspects of life, much research has been conducted to support the encouragement of customers to shop in the electronic and online environment. Considering the characteristics of the electronic environment and the behavioral characteristics of customers, in order to facilitate the customer shopping process, the reasons that cause customer distrust or poor site design and, as a result, customers' lack of purchase in the electronic environment should be investigated and resolved. By relying on the features of challengeability, uninterrupted analysis, the possibility of receiving feedback in time, establishing system interaction, and creating mental images in the electronic and online environment, it is possible to direct the mental structure of customers towards shopping on the Internet and mobile phones and guide their purchase decision-making process. Therefore, considering the impact of customer experience with artificial intelligence on customer e-satisfaction, customer trust in online shopping, and customer online shopping intention in the insurance industry, Alborz Insurance Company offers the following solutions in this regard: Alborz Insurance Company should design a mobile application for itself with the necessary investment in innovation and quick access, and place accessible user guides as a guide to using self-service technology on its website; it is suggested that a section be set up as an online support on the Alborz Insurance website so that it can answer customer questions 24 hours a day, because some customers may work night shifts and use the Alborz Insurance website more often during these times.

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


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

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

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

Abstract The present study aims to analyze the mediating role of organizational ambidexterity in the effect of corporate social responsibility (CSR) and knowledge management infrastructure on corporate sustainable performance. In terms of purpose, the study is applicable; and methodologically, it follows a survey design. The statistical population consisted of all managers and headquarters experts of Dr. Tamin Company (N = 300). Using simple random sampling and Cochran’s formula, a sample of 168 participants was selected. Data were collected through standard questionnaires, whose validity was confirmed through expert judgment in the field of management, and whose reliability was verified via Cronbach’s alpha coefficients. Data analysis was performed through structural equation modeling by SmartPLS 3 software.
The findings indicated that the path coefficient of CSR to organizational ambidexterity was 0.417 (T = 5.081); the path coefficient of knowledge management infrastructure to organizational ambidexterity was 0.379; the path coefficient of CSR to sustainable performance was 0.513 (T = 11.980); the path coefficient of knowledge management infrastructure to sustainable performance was 0.439; and the path coefficient of organizational ambidexterity to sustainable performance was 0.571—all statistically significant at the 95% confidence level. Moreover, results revealed that organizational ambidexterity mediates the effect of CSR on sustainable performance by 0.751, and also mediates the effect of knowledge management infrastructure on sustainable performance by 0.655. Accordingly, fostering an organizational culture that reinforces social and environmental values and encourages employee participation in CSR initiatives can significantly enhance corporate sustainable performance.
Introduction
With the emergence of increasingly complex challenges such as global competition, social problems, and environmental degradation, companies are required to simultaneously respond to dual demands and manage internal tensions in order to balance conflicting objectives (Annosi, 2024). In this regard, the closest concept in managing dual structures is organizational ambidexterity (O’Reilly & Tushman, 2013), which has attracted extensive scholarly attention. Organizational ambidexterity is widely regarded as a key concept referring to an organization’s capability to engage simultaneously in both exploration and exploitation. In this context, an ambidextrous firm is not only capable of identifying external barriers but can also effectively reallocate its resources to provide appropriate solutions, thereby securing its competitive advantage as a market adapter (Rahman et al., 2026). In other words, this concept is defined as the organization’s ability to pursue different—and often competing—strategic actions simultaneously. Evidence suggests that ambidextrous organizations not only respond effectively to conflicting demands but also achieve superior performance (Annosi, 2024).
Furthermore, organizational ambidexterity refers to situations in which firms, under conditions of environmental volatility and uncertainty, simultaneously seek to combine incremental and radical innovation practices—namely exploitation and exploration (Adler, 2009). This construct helps organizations maintain strategic agility by aligning with the current environment while adapting to potential turbulence (Clauss et al., 2021). According to Duncan (1976), businesses seeking the successful adoption of creative ideas and long-term profitability must adopt a dual structure based on exploration and exploitation. Consequently, organizational ambidexterity creates a favorable environment for developing structures that promote seemingly contradictory yet complementary perspectives (Mankgele, 2023).
However, achieving organizational ambidexterity requires the institutionalization of social and environmental practices through corporate social responsibility (CSR), as well as the establishment of an ecosystem based on idea exchange and decentralized structures, namely knowledge management infrastructure. Such conditions ensure that knowledge does not remain restricted and that employees feel comfortable sharing new ideas, which ultimately leads to organizational innovation and enhanced sustainable performance (Martínez‑Falcó et al., 2023). Sustainable performance represents a combination of environmental, economic, and social performance that not only benefits the natural environment and society but also generates economic advantages and long‑term competitive benefits for firms (Mokbel Al Koliby et al., 2024).
To enhance this type of performance, organizations strengthen their ambidexterity by fostering innovations that enable the simultaneous exploration and exploitation of knowledge. While exploitation‑based innovations improve efficiency and economic profitability, exploration‑based innovations can develop new practices that enhance social and environmental well‑being, thereby improving the triple‑bottom‑line dimensions of sustainable performance (Martínez‑Falcó et al., 2023).
Although international studies have examined the constructs of this research (e.g., Martínez‑Falcó et al., 2023), a review of the literature reveals a lack of empirical evidence regarding the mediating role of organizational ambidexterity within this causal chain in the context of online building‑materials supply platforms in Iran. This issue remains largely overlooked in the literature of this industry—an industry characterized by unique features such as high operational risk, the need for specialized information, and close interaction with contractors. Therefore, the present study, for the first time, re‑examines this model within Dr. Tamin Company, the first online platform for supplying building materials in Iran, with the aim of validating prior findings and enriching the literature on organizational survival strategies under different economic conditions and contexts. Addressing this contextual gap and localizing the CSR and knowledge management infrastructure model within the online building‑materials supply industry highlights the necessity and novelty of the present study.
Accordingly, the main research question is formulated as follows:
Do corporate social responsibility and knowledge management infrastructure have a positive and significant effect on the sustainable performance of Dr. Tamin Company, considering the mediating role of organizational ambidexterity?
Theoretical Framework
Organizational Ambidexterity
Organizational ambidexterity is considered a relatively recent concept in organizational management studies (Mankgele, 2023). In the literature on strategic management and corporate entrepreneurship, an organization’s ability to simultaneously leverage the benefits of two seemingly contradictory behaviors is referred to as ambidexterity (Hill & Birkinshaw, 2014). The term was first introduced by Duncan in 1976 to describe the dual nature and structural tensions within organizations. According to Duncan, in order to achieve long‑term success, firms must adopt dual structures aligned with the different stages of the innovation process (Duncan, 1976).
Corporate Social Responsibility (CSR)
As the world faces increasingly complex social challenges such as malnutrition, poverty, and environmental degradation; companies are being called upon to address these issues. Such organizational engagement with social concerns is most commonly examined through the concept of corporate social responsibility (CSR) (Hill & Birkinshaw, 2014). CSR encompasses the simultaneous achievement of economic, environmental, and social outcomes (Annosi, 2024). This concept represents a set of ethical, legal, and business principles that guide organizations not only toward meeting their economic needs but also toward improving the well‑being of the society in which they operate (Akbari et al., 2023). In essence, CSR entails a series of voluntary actions undertaken by companies to enhance the economic and social welfare of the local communities in which they conduct business (Martínez‑Falcó et al., 2023).
Knowledge Management Infrastructure
Knowledge management refers to the systematic and coordinated creation, sharing, and application of knowledge to enhance innovation and generate added value within organizations (Naji, 2025). This process is increasingly supported by technological solutions—commonly referred to as knowledge management systems—which are employed to streamline organizational activities (Zamanifard et al., 2025).
Corporate Sustainable Performance
In the era of globalization, the emphasis on corporate sustainability has grown significantly (Shahzad et al., 2020), and organizations have become increasingly aware of the importance of sustainable performance. Today, many companies have committed to adopting more comprehensive performance criteria to evaluate their operations. In this regard, the most comprehensive and effective tool for assessing a company’s performance is the set of sustainable performance indicators, which simultaneously emphasize social, environmental, and economic dimensions (Mankgele, 2023).
Research Methodology
The present applicable study employs a descriptive‑survey design. The statistical population consisted of 300 managers and employees of Dr. Tamin Company in 2024, from which 168 individuals were selected as the sample by simple random sampling and Cochran’s formula. The data collection instrument was a standardized questionnaire comprising 4 variables, 11 components, and 49 items, all measured on a five‑point Likert scale.
Research Findings
In accordance with recent methodological literature (Henseler et al., 2015), the HTMT (Heterotrait–Monotrait Ratio) criterion was employed to ensure the absence of spurious correlations between constructs. The obtained HTMT values for all construct pairs were below the threshold of 0.85, confirming strong discriminant validity in the research model.
Since all T‑statistics exceeded 1.96, all five direct research hypotheses were supported. Accordingly, corporate social responsibility and knowledge management infrastructure both exert positive and significant effects on organizational ambidexterity and sustainable performance. Additionally, organizational ambidexterity itself significantly influences sustainable performance. The presence of this causal chain necessitates examining indirect effects.
Results showed that the direct effect of corporate social responsibility on sustainable performance (0.513) and its indirect effect through organizational ambidexterity (0.238) were both significant (T = 5.12). Since the direct effect remains significant and the confidence interval of the indirect effect does not include zero, organizational ambidexterity plays a partial mediating role in this relationship. Consequently, the total effect of corporate social responsibility on sustainable performance was calculated as 0.751.
Findings also indicated that the direct effect of knowledge management infrastructure on sustainable performance (0.439) and its indirect effect through organizational ambidexterity (0.216) were significant (T = 3.95). Given the continued significance of the direct effect and the absence of zero within the confidence interval of the indirect effect, the partial mediating role of organizational ambidexterity in this relationship was likewise confirmed. In this pathway, the total effect of knowledge management infrastructure on sustainable performance was determined to be 0.655.
Conclusion
The present study aimed to examine the impact of corporate social responsibility and knowledge management infrastructure on corporate sustainable performance, considering the mediating role of organizational ambidexterity in Dr. Tamin Company. Based on the research findings, all research hypotheses were supported. The results are consistent with evidence reported in previous studies, including Martínez‑Falcó et al. (2023), Zaragoza‑Sáez et al. (2023), Mankgele (2023), Tabatabaeian et al. (2022), Restuputri et al. (2024), Elashry and Ali (2024), and Shahzad et al. (2020).
In light of the findings and with the aim of improving firms’ sustainable performance and strengthening their ambidextrous capabilities, several practical recommendations are proposed. First, educational courses and seminars on organizational ambidexterity and sustainable performance should be organized for entrepreneurs, business owners, and employees in order to familiarize them with the positive outcomes of ambidexterity and enhance their ambidextrous capabilities. Second, establishing, developing, and promoting corporate social responsibility programs that focus on community needs, environmental protection, and employee well‑being can be highly constructive. Such initiatives may include environmental projects, support for education and local community development, and improvements in working conditions. Third, organizations should promote a culture that reinforces social and environmental values and encourages employees to participate in CSR programs, as such a culture can contribute to improved innovation and productivity.
To address the limitation related to sample size and to enhance statistical power, future studies are recommended to test this conceptual model using larger statistical samples (above 200 or 300 participants). This would increase the statistical power of structural equation modeling analyses and improve the model’s sensitivity in detecting weaker relationships among variables.

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

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

Abstract Abstract
The purpose of the present study is to investigate the effect of brand recognition of the Electronics Branch of Islamic Azad University on its competitive advantage with regard to the role of positioning and market orientation. In terms of purpose, this study is an applicable research conducted in a cross-sectional manner based on a survey approach (questionnaire) and using field studies and correlational research methods; data collection was carried out using a questionnaire among 194 students of this university unit who were selected by simple random method, and data analysis was performed using PLS software. The findings indicated the confirmation of the effect of brand recognition on positioning and market orientation and the effect of these two variables on competitive advantage; and the mediating effect of these two variables in the relationship between brand recognition and competitive advantage was also confirmed. Following the study of the Electronics Branch of Islamic Azad University, this study has also provided suggestions to improve the insight of managers of this university.
Introduction
With the onset of the post-industrial era, markets became highly competitive and learning faster and earlier than competitors became a competitive advantage, so the organization's focus was on awareness, knowledge, and information (Krakowski et al., 2023). The competitive market environment is such that future market trends, as well as competitors' activities, cannot be easily predicted and interpreted (Campagna et al., 2023). Businesses active in the education industry have also realized that gaining a competitive advantage in a market that has become complex and challenging with the increasing number of competitors and the diversity and breadth of services must pay more attention to the mindset of customers and target audiences; among the most key activities of managers and decision-makers, especially in highly competitive markets, is therefore investing in the brand (Permana, 2023). A review of the research literature indicates a research gap in the field of brand effects on competitive advantage in higher education, and in particular, the role of variables such as positioning and market orientation has received less attention in such studies, which indicates the necessity of the present study. Another important point is that the existence of numerous socio-economic and cultural problems has challenged the function and role of traditional universities and damaged people's mentality about their commitment to society. On the other hand, a society without efficient and effective higher education cannot progress and excel (Samani et al., 2022). This issue becomes more important in the case of the largest university system in the country, namely Islamic Azad University, with a significant number of students nationwide and its spread among target audiences with different characteristics, tastes and needs. Therefore, the present study seeks to answer the main question: how does brand recognition affect the competitive advantage of Islamic Azad University, Electronics Branch, with regard to the mediating role of positioning and market orientation??
Theoretical framework
Brand Recognition: The concept of brand awareness by the customer is essentially the customer's comprehensive understanding of how brand relationships with customers develop. Therefore, brands have realized that to enhance brand awareness among customers, they must invest in brand attributes such as credibility and differentiation, while also considering the attractiveness and impacts on perception, and giving importance to informing and enhancing the mental image of the audience (Gading et al., 2024).
Competitive Advantage: Competitiveness refers to how an organization aligns its internal capabilities and resources with external changes, and it can increase under conditions where resources are utilized in a way that directly or indirectly makes competition more challenging for other businesses (Beirami et al., 2024). Organizational competitiveness can be measured in various ways. To overcome the limitations of financial metrics, the use of marketing metrics such as brand reputation, customer loyalty, and employee loyalty has also been suggested for assessing competitiveness (Heydari et al., 2021).
Positioning: Positioning is a strategic concept that, over time, has entered other management discussions, such as marketing, and particularly strategic marketing. Business managers have realized that in today's highly turbulent environments, they must identify the environmental factors that contribute to their success in competing in an uncertain environment, given the presence of numerous competitors and rapid changes (Parhizgar et al., 2023).
Market Orientation: Market orientation is a type of behavioral norm that has spread throughout the business and responds to the current and future needs of target audiences and customers through innovation (Azimi et al., 2021). With the emergence of market orientation in recent years, market-based organizational culture has increasingly been considered a key element in the superior performance of businesses, emphasizing the positive relationship between market orientation and performance (O'Cass & Sok, 2013).
Research methodology
The research method of the present study is applicable in terms of purpose. From the perspective of execution, this research is a non-experimental study of the correlational type, and regarding the time frame for data collection, it is a cross-sectional study conducted in the field using a questionnaire. The statistical population of this research consists of 337 master's degree students in business management at the Islamic Azad University, Electronic Unit, who are currently studying. The sampling method used in this research is simple random sampling, and to determine the sample size, a pilot study and Cohen's formula for a finite population were utilized, resulting in 194 completed questionnaires being analyzed. The questionnaire of Rua & Santos (2022) included brand awareness with 5 items; brand positioning with 6 items; market orientation with 2 items; and competitive advantage with 3 items. The measurement scale for the questions was a five-point Likert scale, and face validity was used for validating the content validity, while reliability was confirmed using Cronbach's alpha coefficient. To examine the normality of the data distribution, the Kolmogorov-Smirnov test was employed. The relationships between variables and factors were confirmed through confirmatory factor analysis and structural equation modeling techniques using PLS3 Smart software, which is a variance-based path modeling method that allows for the simultaneous examination of theories and metrics.
Research findings
The internal model framework was examined, and the structural model path was evaluated. Considering the t-statistic value and P-values for all paths except for the brand awareness to competitive advantage path, the t-statistic is greater than 1.96 and the P-values are less than 0.05, indicating that at a 95% confidence level, all paths except for the brand awareness to competitive advantage path have a significant impact.
Conclusion:
Regarding the first hypothesis of the research, which states that brand awareness has a positive and significant impact on the competitive advantage of the Islamic Azad University, Electronic Unit; the data analysis indicated that the first hypothesis of the study was not confirmed. The findings of the present research regarding this hypothesis do not align with the results of the study by Rua & Santos (2022) and Umukoro et al., (2023), who examined and confirmed the same hypothesis in their research. Concerning the second hypothesis of the research, which suggests that brand awareness has a positive and significant impact on the positioning of the Islamic Azad University, Electronic Unit; the data analysis showed that the second hypothesis of the study is confirmed. The findings of the present research regarding this hypothesis are consistent with the results of the study by Rua & Santos (2022) and Umukoro et al., (2023), who also examined and confirmed this hypothesis in their research. Regarding the third hypothesis of the research, which states that brand awareness has a positive and significant impact on the market orientation of the Islamic Azad University, Electronic Unit; the data analysis indicated that the third hypothesis of the study is confirmed. The findings of the present research regarding this hypothesis align with the results of the study by Rua & Santos (2022), who examined and confirmed the same hypothesis, and the research by Mampaey et al., (2019), which also referred to successful market orientation as a result of increased audience awareness about the brand in their study on internal and external branding. Regarding the fourth hypothesis of the research, which suggests that positioning has a positive and significant impact on the competitive advantage of the Islamic Azad University, Electronic Unit; the data analysis indicated that the fourth hypothesis of the study is confirmed. The findings of the present research regarding this hypothesis are consistent with the results of the study by Rua & Santos (2022), who examined and confirmed this hypothesis in their research.
To practically benefit from the results of the present research, it can be suggested to the managers and decision-makers of the Islamic Azad University, Electronic Unit, that:
The growth and development of higher education institutions and universities depend on the effective utilization of marketing concepts, including brand awareness, positioning, and market orientation. Brands and businesses that play a vital role in the educational economy of the country and have been compelled to embrace transformation in the competitive arena due to changes in key environmental factors in the long term are guided in managing the perceptions of their audience.

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

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

Abstract Abstract
The 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.

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

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

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

Abstract The purpose of this research was to investigate the relationship between talent management and organizational entrepreneurship with the mediating role of knowledge management in Sirjan municipality. This research is applied in terms of purpose and correlational in terms of nature and method. The statistical population of this research consists of all the employees of the above-mentioned company, whose number has reached 1206 people in 1402. Based on the table of Karajesi and Morgan (1970), a sample size of 292 people has been determined from the mentioned statistical population, and the share of each unit and the relevant employees has been determined by random class method and proportional quota method. Data collection tools are three questionnaires. has been standard. Data analysis has been done using structural equations and Lisrel software. The research findings indicate that: there is a positive and significant relationship between talent management and organizational entrepreneurship with the mediating role of knowledge management. There is a positive relationship between talent management and organizational entrepreneurship. And there is meaning. There is a positive and meaningful relationship between talent management and knowledge management. There is a direct and meaningful relationship between knowledge management and organizational entrepreneurship.

Abstract Abstract This study was conducted with the aim of studying the effect of alliance marketing on marketing performance with the mediating role of brand image in automotive industry holdings. The research method is applicable in terms of its purpose, quantitative in terms of implementation method, and descriptive-correlational in terms of nature and method. The statistical population of senior managers, marketing managers, and experts of automotive holdings in Tehran was 256 samples. 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 must be greater than 0.5. SPSS and PLS software were used to analyze the data. The research findings show that alliance marketing has a positive effect on marketing performance. Alliance marketing has a positive effect on brand image in automotive industry holdings. Brand image has a positive effect on marketing performance. In addition, the results showed that brand image has a positive mediating role in the relationship between alliance marketing and marketing performance. In general, the more coordination, synergy, and unity between marketing units, the more coherent, reliable, and positive the brand image is formed in the minds of customers, and this image in turn improves marketing performance indicators such as customer attraction, loyalty, and profitability. Introduction In the current turbulent and changing business environment, organizations are faced with challenges such as widespread uncertainties, intense competition, limited human and financial resources, and lack of specialized knowledge. In such an environment, economic enterprises are forced to cooperate and synergize with other companies to survive and improve their competitive position. These collaborations, which take the form of business alliances, have recently become one of the fundamental pillars of business development and growth strategies. Business alliances are considered strategic agreements between companies that aim to enter new markets, develop joint products, exchange technology, and exploit complementary resources and skills (He et al., 2024). Such alliances help organizations to improve their marketing performance and gain greater competitive power in the market by combining capabilities and leveraging each other's advantages (Mehdikhani & Valmohammadi, 2019). Among the different types of organizational alliances, alliance marketing has a special place. Alliance marketing is a type of strategic cooperation between two or more companies that aims to achieve common goals in the field of marketing and sales (Oyedele et al., 2023). This type of alliance can include the exchange of knowledge and information, the design and implementation of joint advertising campaigns, the use of joint distribution and promotion channels, and the use of marketing resources of the parties (Sadiqi et al., 2016). The main goal of such collaborations is to increase market share, strengthen brand identity and awareness, and create sustainable competitive advantages. In this way, organizations can make their marketing processes more efficient and improve their brand position in the minds of customers by using each other's marketing capabilities (Oyedele et al., 2023). However, some researchers believe that alliance marketing between companies is always accompanied by certain challenges and risks. For example, Choi & Contractor (2019) state that “relational risk” is one of the inherent dimensions of such collaborations. This type of risk refers to the possibility of opportunistic behaviors such as failure to fulfill commitments, incomplete cooperation, secret knowledge transfer, concealment of valuable information, or pursuing personal interests instead of collective interests. The existence of such dichotomies shows that the field of marketing alliances still requires further study and analysis. This is especially important in today’s competitive and dynamic environments; because identifying the factors affecting the success or failure of alliances can help design more effective collaboration strategies between companies. The main issue of the present study is that automotive companies need to develop marketing alliances between themselves and their subsidiaries to maintain their competitive position and improve market performance. The lack of such coordination and unity among marketing units can lead to inconsistency in the implementation of advertising strategies and weakening of the main brand image. Therefore, the central question of this research is: what effect does alliance marketing have on marketing performance and what is the mediating role of brand image in this relationship?  Theoretical Basis Alliance Marketing and Marketing Performance Alliance marketing is a process in which a group of market players enter into purposeful cooperation with the aim of achieving common interests and synergy in performance. Many companies are unable to fully implement their marketing strategies independently due to limited access to the required resources, either tangible resources such as capital and infrastructure, or intangible resources such as knowledge, expertise, and brand reputation. In such circumstances, they enter into interaction and resource sharing with other companies, even competitors, and sometimes with consumers, in order to create more sustainable competitive advantages through collective cooperation (Bendig et al., 2024). Alliance Marketing and Brand Image Companies need to use new strategies to become pioneers and market leaders. One of these strategies is alliance marketing. This approach emphasizes marketing strategies that focus on building brand image, through which companies can attract higher prices and positive customer attention. In contrast to this approach, there is the individualistic approach, in which the company carries out all its marketing activities alone. In this case, although companies usually collaborate with supply chain members, they remain highly individualistic and try to implement their marketing strategies independently. Individualistic efforts provide companies with insights into actions that can lead to superiority over their competitors, but ignore the impact of collective action by companies (Humphreys & Carpenter, 2018). Wasim zaka (2025) studied “The Effect of Communication Quality and Brand Image on Customer Loyalty with the Mediating Role of Customer Satisfaction”. The research findings showed that communication quality had a positive and significant effect on customer loyalty of Islamic Bank of Afghanistan and brand image affected customer loyalty. Also, communication quality on customer satisfaction was confirmed. Najafi yazadi et al. (2025) studied “Analysis of Intellectual Paradigm and Drawing Scientific Mapping of International Research in the Field of Brand Image”, the results showed that the most research was in 2021 with 55 articles (13.8%) and the United States is the most active country in this field with 80 articles (20%). Research Methodology This research is applicable in terms of the aim, and descriptive-correlational in terms of the method. The statistical population of the study includes 420 senior managers, marketing managers and experts of automobile holdings in Tehran, 256 of whom were selected as a sample by a stratified random method using the Cochran formula. To collect data, a researcher-made questionnaire on a five-point Likert scale was used. The findings from the Cronbach's alpha test and composite reliability to measure the reliability of the research tool are reported in Table 2. 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. Findings Research findings has shown that alliance marketing has a positive impact on the marketing performance of automotive holdings. Alliance marketing also strengthens brand image and consolidates positive associations in the minds of customers. Brand image itself plays an important mediating role in the relationship between alliance marketing and marketing performance. Thus, cooperation and coordination between marketing units, synergy in activities, and promotion of brand image pave the way for improving indicators such as customer attraction, loyalty, and profitability. These findings demonstrate the importance of alliance marketing and intelligent brand image management in the long-term success of automotive holdings.  Discussion and Conclusion This study aimed to investigate the effect of alliance marketing on marketing performance with the mediating role of brand image in automotive industry holdings. The research method was quantitative and descriptive-correlational and data were collected from managers and experts of holdings through a standard five-point Likert questionnaire. The results showed that alliance marketing has a positive and direct effect on marketing performance and, by strengthening brand image, also creates an important mediating effect on marketing performance. The results show that alliance marketing has a positive and significant effect on marketing performance of automotive industry holdings. This finding confirms the existing literature that emphasizes the importance of inter-organizational collaboration in improving marketing performance. Bendig et al. (2024) have stated that companies cannot always achieve their marketing goals independently due to limited resources or specialized knowledge, and collaboration with others, including competitors or consumers, provides the opportunity for synergy in performance. Also, Wasim zaka's (2025) findings have shown that market collaboration can accelerate the product adoption process and increase the penetration of marketing strategies. The present study showed that in automotive holdings, marketing alliances also coordinate advertising efforts and improve efficiency in market access and increase customer satisfaction. The results show that alliance marketing has a positive effect on the brand image of companies. This is consistent with the findings of pich et al. (2024), who emphasized that collaboration in marketing activities leads to synergy of brand messages and increases brand credibility in the minds of customers. Humphreys & Carpenter (2018) also state that collaboration between brands can strengthen the brand position in the consumer's mind and improve brand image. The results of the study indicate that brand image has a significant and positive effect on marketing performance. This finding is consistent with the existing literature. Rafiei et al. (2024) believe that brand image is a reflection of consumer experiences and evaluations and directly affects customer attitudes, purchase intentions and actual behavior. Valmohammadi et al. (2024) also state that successful marketing activities are the main driver in creating a positive brand image. Practically, this finding shows that when brands have been able to create a positive and strong image in the minds of customers, their marketing performance also improves. This includes increasing customer loyalty, improving market share and increasing perceived brand value. Therefore, brand image is not only a marketing outcome but also a key factor in enhancing marketing performance. The analysis shows that brand image plays an important mediating role in the relationship between alliance marketing and marketing performance. This finding is consistent with the theory of brand image transfer and Pinello's (2023) studies, which show that marketing alliances can transfer positive customer perceptions of a brand to the partner brand, thereby strengthening the effect of alliance marketing on marketing performance.

Abstract Abstract This study examines the effect of loyalty to Iranian apparel brands through the paths of satisfaction, trust, and commitment to the brand. In today's competitive environment, brands are considered one of the most valuable assets of organizations, and their ability to attract and retain customers depends heavily on creating satisfaction, trust, and commitment in customers. Therefore, accurate identification of the factors affecting brand loyalty in the apparel industry is of particular importance. This study was conducted using a convenience sampling method on consumers familiar with Iranian apparel brands. Data were collected through a Likert-scale questionnaire that assesses the dimensions of satisfaction, trust, commitment, and loyalty to the brand. After confirming the validity and reliability of the measurement tool, the collected data were analyzed using structural equation modeling (PLS-SEM) in SmartPLS software. The results of this study showed that brand satisfaction plays an effective role in creating brand loyalty and this relationship is strengthened by increasing consumers' trust and commitment to the brand. More precisely, consumers who are satisfied with the brand show a greater tendency to trust and commit, and these factors in turn increase their brand loyalty. Also, trust and commitment, as mediating variables, strengthen the path of satisfaction's effect on loyalty. These findings emphasize the importance of customer-centric strategies in Iranian clothing brands and suggest that brands focus on increasing customer satisfaction and strengthening their trust and commitment in order to create long-term loyalty. Introduction The Iranian clothing industry is facing numerous problems, including a decrease in domestic production, an increase in dependence on imports, a decrease in product diversity, and a decrease in the quality of some products. In addition, the export market of this industry has not grown much due to weakness in competition with global brands and trade restrictions (Khani et al., 2022; Jafari et al., 2023). These challenges require the development of comprehensive strategies in the fields of production, marketing, and export in order to increase the competitiveness of domestic brands. Research in the field of branding and customer loyalty plays an important role in understanding consumer behavior and developing marketing strategies. It is necessary, especially in the Iranian apparel industry, to focus on factors such as brand satisfaction and brand image, and their relationship with customer loyalty. Previous research has shown that trust and brand commitment as mediating variables have a significant impact on this relationship (Saragi et al., 2019; Chinomona, 2013). The results of this study can help manufacturers and marketers improve customer experience, promote brand communication, and increase customer loyalty. In addition, identifying the real needs of consumers will improve the quality and diversity of products and increase the competitiveness of domestic brands in domestic and international markets (Aditer et al., 2020; Medina et al., 2022). Overall, this research can contribute to the sustainable growth of the Iranian apparel industry by providing scientific and practical solutions. Theoretical foundations Definition and importance of brand satisfaction: Brand satisfaction is one of the most important concepts in marketing and customer management strategies that directly affects consumer behavior. Satisfaction is formed when the customer's expectations of the brand are aligned with his or her actual experiences with the brand. Definition and dimensions of brand loyalty: Brand loyalty is a multifaceted characteristic that goes beyond simply repeat purchases and includes the customer's desire to maintain their relationship with the brand through repeated purchases, support for that brand, and even recommend it to others. In addition to purchasing behaviors, this concept also psychologically refers to the customer's positive attitude and emotional commitment to the brand (Chinomona & Dubihlela, 2021). Definition and Importance of Brand Commitment: Brand commitment is defined as a long-term and emotional relationship between the customer and the brand. This concept goes beyond brand loyalty and specifically emphasizes the emotional and psychological interactions of customers with the brand (Meyer et al., 2022). Definition and Impact of Brand Trust: Brand trust is defined as the customer's feeling of confidence in the reliability, quality, and honesty of the brand. This concept is one of the important pillars in the brand-customer relationship, because brand trust reduces the risks perceived by customers and makes customers buy with more confidence (Kim et al., 2021). The interaction and synergy of these factors of satisfaction, commitment, and trust mutually influence each other, and the interaction between these factors creates a comprehensive and positive experience for customers, which ultimately leads to increased brand loyalty. Recent research has shown that when customers feel that the brand best meets their needs, this feeling leads to increased trust and commitment to the brand, which in turn strengthens satisfaction and loyalty. In competitive markets, brands that can strengthen these three factors simultaneously will have a higher competitive advantage (Foroudi et al., 2023). Research Methodology This research is designed as an applicable study, aims to investigate the relationships between different variables in the field of loyalty to Iranian clothing brands. In terms of methodology, this research belongs to the category of descriptive-survey and correlational studies. For sampling, the convenience method was used, which allows researchers to collect data using existing resources. This method is especially common in market and consumer behavior research and provides the required data quickly and effectively. To collect data, a standard questionnaire was used, which is a combination of the questionnaires of Fernandez and Moreira (2019), Bashokooh et al., (2020), and Sang et al., (2019). The target population is all people who use different clothing brands. Also, the applied convenience sampling method is a non-random sampling method in which available people are selected. After distributing the questionnaire link in cyberspace, 157 questionnaires were collected, of which 150 were selected for statistical analysis. Selecting valid and relevant questionnaires increases the quality of data and contributes to the validity of the results. Research findings In this study, the relationships between the variables of brand satisfaction, brand trust, and brand loyalty were analyzed using the structural equation modeling (SEM) method in SMART PLS3 software. T-values ​​were examined to evaluate the significance of the relationships between the variables, so that if the t-value is outside the range of ±1.96, the relationship in question is considered statistically significant. The model includes three latent variables, each measured through different indicators: - Brand satisfaction: four indicators with factor loadings between 14.653 and 34.621. - Brand trust: four indicators with factor loadings between 16.848 and 105.745. - Brand loyalty: four indicators with factor loadings between 17.235 and 124.975. 1- The effect of satisfaction on brand trust: path coefficient of 0.791, indicating a strong and positive effect. 2- The effect of trust on brand loyalty: path coefficient of 0.477, indicating a medium and positive effect. 3- The effect of satisfaction on brand commitment: path coefficient of 0.728, indicating a strong and positive effect. 4- The effect of commitment on brand loyalty: path coefficient of 0.262, indicating a positive but relatively weak effect. 5- The direct effect of satisfaction on loyalty: path coefficient of 0.211, which is weaker than the indirect effect. R² Index and Model Predictive Power: The R² index indicates the model’s ability to predict dependent variables. The results show that the research model has a high ability to explain the relationships between variables: - R² for brand loyalty: 0.764 (very strong) - R² for brand trust: 0.625 (desirable( - R² for brand commitment: 0.531 (adequate) Brand satisfaction directly and indirectly affects brand loyalty through trust and commitment. The indirect effect of satisfaction through trust (0.791 × 0.477) and commitment (0.728 × 0.262) is stronger than its direct effect (0.211). Therefore, organizations should focus on increasing customer satisfaction, strengthening trust, and creating brand commitment to ensure long-term customer loyalty. Discussion and Conclusion In today's competitive world, customer satisfaction and brand loyalty play a key role in the success of businesses. Satisfied customers are less likely to be attracted to competitors and maintain a long-term relationship with the brand. This study, by examining brand satisfaction, brand trust, and brand commitment, shows that customer satisfaction has a direct impact on loyalty, and brand trust and commitment play a mediating role. The results of the study are consistent with previous studies and confirm that customer trust and commitment to the brand transform their satisfaction into loyalty. To improve customer satisfaction, brand trust, and brand commitment, and consequently increase brand loyalty, the following solutions are suggested: Increase customer satisfaction: -Use surveys and digital tools to continuously monitor customer satisfaction. -Make changes and improvements based on customer feedback. -Optimize the customer experience by simplifying the purchasing process and brand interaction. -Provide strong after-sales service and effective support. Strengthening trust and commitment to the brand: -Transparency in communications and providing accurate information about products and services. -Ensuring security in online purchases and maintaining customer privacy. -Providing quality services and responding quickly to customer problems and needs. Increasing brand loyalty: -Designing loyalty programs with points and rewards tailored to customer behavior. -Establishing continuous communication with customers and informing them about brand changes and improvements. -Providing fast and effective support to create a positive and lasting experience. This research focused on customers in the Iranian apparel industry and its results may not be generalized to other industries such as automobiles or home appliances. Also, demographic factors such as age, income, and location affect brand loyalty. These findings indicate that increasing customer satisfaction, creating trust and commitment to the brand, and improving interactions play key roles in strengthening customer loyalty.

Abstract Abstract
In the literature of development economics, determining which country is more developed or what foreign trade policies should be followed and how to provide conditions for export growth at the global level, and in general how to compete in business Derakhshid shines in the international arena, it is measured by different indicators. One of the most important and effective indicators in this connection is the economic complexity index. Economic complexity offers a potentially powerful paradigm for understanding the key economic-managerial and social issues and challenges of the 21st century and how to overcome them. At the same time, a key dimension of economic complexity can be considered as a symbol of basic knowledge of export. In this article, it evaluates Iran's economic complexity index compared to selected oil countries and the effect of innovation components, economic freedom and macroeconomic variables on the economic complexity index. The results of the article showed that: First, during the years 1995-2022, the amount of Iran's economic complexity index has never been a positive number. This is despite the fact that in the studied period among the countries under review, the countries of Mexico and Saudi Arabia and other oil competitors of Iran have faced an increase in the economic complexity index. Second, most of Iran's exports are products with medium and low complexity and include chemical and mineral materials. Third- The effect of indicators of the business environment, research and development costs, commercial maturity, production of knowledge and technology, and high-tech imports (from the sub-indices or components of innovation) on Iran's economic complexity index was positive. Is. Fourth- Economic freedom and business freedom have had a positive effect on Iran's economic complexity index. Finally, the effect of the variables of inflation rate and exchange rate on economic complexity index has been negative.

Abstract Abstract The aim of this study is to investigate the effect of strategic flexibility on the export performance of companies in Khorasan Science and Technology Park through international marketing capability. It also examines whether the adoption of digital technology by these companies moderates the effect of strategic flexibility on international marketing capability. This study is applicable in terms of its purpose, and survey in terms of its implementation method. The statistical population of the present study is all managers of companies in Khorasan Science and Technology Park, as many as 160 people; among whom 141 samples were selected using non-random sampling method. The data collection tool was the standard questionnaire of Zohur and Liu (2023) with 19 items. The experts' point of view, convergent and divergent validity, and factor analysis were used to assess face validity. Cronbach's alpha and composite reliability were used to measure reliability. Data analysis was performed using structural equation modeling and SmartPLS 3 software. The results showed that strategic flexibility has a significant effect on international marketing capabilities and export performance of knowledge-based companies. Also, strategic flexibility has a significant effect directly and indirectly, through the mediating role of international marketing capabilities, on export performance of knowledge-based companies. The moderating role of adaptation to digital technologies in the effect of strategic flexibility on international marketing capabilities was not confirmed. Introduction Strategic flexibility acts as an organization's agility in identifying and adapting to sudden and significant environmental changes (Vorhies et al., 2009). These changes include events in the organization's environment that have a significant impact on its performance. Any organization that has more diversity in its resources and programs will be more flexible compared to the environment in which it operates. This flexibility is important for organizations as a competitive advantage, along with factors such as cost, quality, and innovation (Khodami et al., 2012). Flexible organizations can use environmental changes as an opportunity for progress. Flexibility management is a delicate skill that balances the allocation of resources necessary for timely decisions and avoiding risky investments (Vorhies et al., 2005). In international marketing, the suitability of decisions with the cultural criteria of societies is the key to success. In fact, these criteria are considered the criteria for accepting or rejecting marketing strategies in each country (Faiz et al., 2012). Despite its numerous advantages, strategic management also has disadvantages; it reduces the organization's flexibility: focusing on strategy can prevent the organization from reacting quickly to environmental changes (Ravichandran & Lertwongsatein, 2015). Given Iran's shared borders with its neighbors and the size of its neighbors' populations, there will be a very high potential for companies active in the field of producing goods or services to achieve the expected figures in exports. The expansion of knowledge-based companies active in the field of exports, in addition to earning foreign exchange for the country, will lead to the growth of manufacturing companies, increase the gross domestic product, and also significantly increase the country's employment rate. Therefore, in this study, the aim is to clarify the effect of strategic flexibility on export performance through the mediating role of international marketing capabilities and the moderating role of adapting to digital technologies in knowledge-based companies in the Khorasan Science and Technology Park. Therefore, the above points clarify the importance and necessity of the upcoming research. Theoretical Framework Strategic Flexibility Strategic flexibility is an arsenal of capabilities that gives firms the power to adapt and change. This ability helps and empowers firms against environmental changes and enables them to adapt to changes in large competitive markets. The power of international strategy lies in its flexibility, which allows companies to take advantage of environmental uncertainties, exchange rate fluctuations, government policies, and competitors' actions (Protogerou et al., 2018). Analyzing strategic flexibility is of great importance in the process of company internationalization (Xu et al., 2018). Firm Export Performance The global growth of markets and the increasing participation of organizations in the global arena over the past years have created a significant trend in recent research to study the export performance of firms (Di Fatta et al., 2019). The purpose of export performance is to determine the extent to which the company was able to achieve its desired goals in the field of exports and international trade and to what extent it achieved the predicted outlook (Alteren & Tudoran, 2016). International Marketing Capability In today’s interconnected world, a thorough understanding of each country’s issues and challenges is essential for successful entry into global markets. Adopting strategies tailored to each country’s and market’s conditions and taking specific actions in high-risk environments will be the key to success in international trade (Vorhies & Morgan, 2013). In order to survive and outperform competitors, organizations have no choice but to equip themselves with an arsenal of powerful marketing tools. Marketing capabilities serve as a roadmap for developing effective business strategies and play a vital role in the performance and success of businesses. These capabilities act as catalysts that bring about appropriate behaviors to improve marketing performance (Morgan et al., 2018). Digital Technologies Information and communication technologies are recognized as one of the main fields of entrepreneurship in today’s world (Del Giudice et al., 2019). In addition to transforming structures and procedures, these technologies have enabled companies to achieve economic growth (Rashidi et al., 2023). Digital technology with a social media approach can play a role in guiding various factors and areas to create new businesses. To achieve efficient entrepreneurship in this field, we must carefully consider all the environmental threads that affect our work, like a skilled weaver, and delicately weave them into the threads of our ideas and creativity (Salamzadeh et al., 2019). Research Methodology The present study is applicable in terms of purpose, and survey in terms of implementation method. The statistical population of the present study is all managers of companies in Khorasan Science and Technology Park; 160 persons among whom 141 samples were selected using non-random sampling method. The data collection tool was the standard questionnaire of Zohoor and Liu (2023) with 19 items. Research findings Data analysis was performed using the structural equation modeling method and SmartPLS 3 software. The results showed that strategic flexibility has a significant effect on international marketing capabilities and export performance of knowledge-based companies. Also, strategic flexibility has a significant effect directly and indirectly, through the mediating role of international marketing capabilities, on the export performance of knowledge-based companies. The moderating role of adaptation to digital technologies in the effect of strategic flexibility on international marketing capabilities was not confirmed. Conclusion The first objective of this study was to investigate the effect of strategic flexibility on the international marketing capabilities of export companies in Khorasan Science and Technology Park. The results confirm the significance of this effect. The second objective of this study was to investigate the effect of strategic flexibility on the export performance of export companies in Khorasan Science and Technology Park. Accordingly, the results indicate that this effect is significant and the second hypothesis is confirmed. The third objective of this study was to investigate the effect of international marketing capability on the export performance of exporting companies in Khorasan Science and Technology Park. The results confirm the significance of this effect. The fourth objective of this study was to investigate the effect of strategic flexibility on export performance through the mediating role of international marketing capabilities in exporting companies in Khorasan Science and Technology Park. Accordingly, the results confirm the significance of this effect. The fifth objective of this study was to investigate the moderating role of adaptation to digital technologies in the effect of strategic flexibility on the digital marketing capabilities of companies in Khorasan Science and Technology Park. It can be concluded that the adaptation to digital technologies variable does not moderate (strengthen or weaken) the relationship between strategic flexibility and international marketing capabilities. These results were in line with the results of Sharafi & Mombeyni (2023), Behboodi et al., (2022), Amooamooha & Yazdani (2021), bashir khodaparasti et al., (2020), Nowrozi & Masum (2018), Evanthi & Azhar (2023), Navarro-Garcia et al., (2024), Zahoor & Lew (2023), Ling-Yee & Ogunmokun (2014), and (Joseph (2020). According to the research results, the following suggestions were made: Managers of Khorasan Science and Technology Park companies should pay attention to the tastes of consumers in the destination market and the quality of products in order to improve international marketing capabilities. Managers of Khorasan Science and Technology Park companies, with the help of government organizations (such as the Export Development Center), should form a committee or union to conduct marketing research and exchange information. Managers should reflect more on decisions about the marketing mix in the field of exports and examine target markets more and better. Managers of Khorasan Science and Technology Park companies should consider the differences in their company's communication infrastructure, marketing, and legal systems with the target market. Managers of Khorasan Science and Technology Park companies should invest in adopting digital technologies that can provide timely access to information and identify market opportunities.

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

Abstract Abstract
The purpose of this research is to design structural model predictors of employees' opportunism. This research is applicable in terms of purpose, and descriptive-survey in terms of nature and method. The statistical population includes employees (7493 people) of small and medium companies in Kurdistan province. Using Cochran's formula, 365 people were selected as a simple random sample. The data collection tool is standard questionnaires. The validity (convergent and divergent) and reliability (factor loading, composite reliability coefficient, Cronbach's alpha coefficient) of these questionnaires show that the measurement tools have good validity and reliability. The results of hypothesis testing using AMOS software show that the direct effect of high performance corporate goals on employee opportunism is 0.39; the direct effect of high performance corporate goals on supervisor opportunism is 0.36; the direct effect of supervisor opportunism on illegitimate tasks is equal to 0.30; and the direct effect of illegitimate tasks on employee opportunism is equal to 0.51. Also, the effect of opportunistic mediators is equal to 0.11; and illegitimate tasks is equal to 0.15; and the successive mediation effect of supervisor opportunism and illegitimate tasks is equal to 0.58. According to the findings of this research, it can be concluded that high-performance corporate goals evaluate supervisor opportunism and illegitimate tasks as stressful factors, and employees show opportunism to deal with this stress. By using appropriate management strategies, the effects of these factors can be reduced in the organization, and a diligent organization can be achieved.
Extended Abstract
Introduction
Today, deviant behaviors in the workplace have a special place among researchers. Most research has focused on overt unethical behaviors of "bullying and cheating", while hidden unethical workplace behaviors that are invisible and harmful to companies, formally known as "opportunism", have been neglected (Ghaedamini Harouni et al., 2022). Employee opportunism means engaging in unethical behavior with the aim of speeding up work and achieving personal benefits. This type of behavior can be seen at all hierarchical levels in the workplace, and even supervisors may engage in opportunism, which is called supervisory opportunism (Dehghani Soltani et al, 2020). "Supervisor and employee opportunism" are hidden, interpersonal and organizational unethical behaviors in the workplace, which can harm companies (Hosseini et al, 2020). Researchers unanimously agree that opportunism is a common phenomenon in the workplace, but its negative consequences have not been studied (Zong et al, 2021). However, opportunism indicates the achievement of goals that are achieved while ignoring moral conditions (Cecalupo et al, 2022).
Employee opportunism means using unethical behaviors to achieve organizational goals. This type of behavior can have negative effects on managers and employees, and ultimately lead to a decrease in the quality and performance of the organization. In small and medium organizations in Kurdistan province, opportunism should be curbed as much as possible so that it does not have bad effects on performance, productivity, profitability, organizational ethics and organizational commitment. Due to the importance of this issue, proper training and creating an environment free of any unprofessional ethics in companies is necessary; therefore, improving the performance of companies requires an answer to the question of whether high-performance company goals have a significant effect on employees' opportunism through the sequential mediation role of supervisor opportunism and illegitimate tasks in small and medium-sized companies in Kurdistan province.
Theoretical framework
Corporate goals with high performance and employee opportunism
High-performance corporate goals are a type of stressful behavior that is very difficult to achieve, and can be classified into two categories: "self-determined and corporate goals". Corporate performance goals cause anxiety and emotional exhaustion compared to self-set performance goals in employees (Li et al, 2021). High performance corporate targets are threatening and stressful, and can tend to create unethical behavior; such as the opportunism of employees to speed up the work process (Yin et al, 2019). The interactional model of stress and coping (Lazarus & Folkman, 1984) is a fact that deals with the relationship between stress, cognitive appraisal, and coping behavior. According to this model, people in stressful situations like "high-performance corporate targets" need cognitive analysis and appraisal, and based on these evaluations, they use "opportunistic" coping behaviors.
Karevold (2021) conducted a study titled "Managers' Beliefs about Misconduct Reports: How High Goals and Low Performance Levels Can Be Unethical Warning Signals". There were four main conditions: with/without performance targets, and low/high performance levels; and managers rated the likelihood of overreporting beyond actual achievements. The majority believed that goals make exaggeration more likely and that poor performance increases this tendency. This study suggests that managers are ethically aware that targets can promote unethical reporting, but can ignore that high performers may cheat.
Mokhtari (2020) conducted a research titled the effect of managers' opportunism on the company's relative profit performance. The obtained results showed that the opportunism of managers has a significant and inverse effect on the relative performance of the company's profit, that is, the more the opportunism of managers decreases, the relative performance increases.
Research methodology
This research is applicable in terms of purpose, and descriptive-survey in terms of nature and method. The statistical population includes employees (7493 people) of small and medium companies in Kurdistan province. Using Cochran's formula, 365 people were selected as a simple random sample. The data collection tool is standard questionnaires. The validity (convergent and divergent) and reliability (factor loading, composite reliability coefficient, Cronbach's alpha coefficient) of these questionnaires show that the measurement tools have good validity and reliability.
Research findings
The results of hypothesis testing using AMOS software show that the direct effect of high performance corporate goals on employee opportunism is 0.39; the direct effect of high performance corporate goals on supervisor opportunism is 0.36; the direct effect of supervisor opportunism on illegitimate tasks is equal to 0.30; and the direct effect of illegitimate tasks on employee opportunism is equal to 0.51. Also, the effect of opportunistic mediators is equal to 0.11; and illegitimate tasks is equal to 0.15; and the successive mediation effect of supervisor opportunism and illegitimate tasks is equal to 0.58. According to the findings of this research, it can be concluded that high-performance corporate goals evaluate supervisor opportunism and illegitimate tasks as stressful factors, and employees show opportunism to deal with this stress. By using appropriate management strategies, the effects of these factors can be reduced in the organization, and a diligent organization can be achieved.
Conclusion
The present study was conducted with the aim of designing structural model predictors of employees' opportunism. The results of this research are in line with the results of Mokhtari (2020), Dehghani Soltani (2020), Karevold (2021), and Khan Jamali & Fattahi (2018). Karevold (2021) conducted a study titled "Managers' Beliefs about Misconduct Reports: How High Goals and Low Performance Levels Can Be Unethical Warning Signals". There were four main conditions: with/without performance targets, and low/high performance levels; and managers rated the likelihood of overreporting beyond actual achievements. The majority believed that goals make exaggeration more likely and that poor performance increases this tendency. This study suggests that managers are ethically aware that targets can promote unethical reporting, but can ignore that high performers may cheat.
According to the results of the research, the following suggestions are presented:
It is suggested that the managers of the companies set goals in such a way as to keep them difficult and challenging, and at the same time do not put too much pressure and uncertainty on the employees. Also, managers should be able to create a strong organizational culture to consider any error as a learning opportunity to achieve goals, and use errors as a learning process instead of emphasizing the sign of inefficiency.
It is suggested that company managers determine common and meaningful goals, improve the reward and encouragement system, and strengthen the corporate culture based on moral values, so that they can control the opportunism of the supervisors while achieving high performance corporate goals.

Abstract Today, persuasive methods are very common in people's daily lives and serve as a practical tool for people to communicate with each other and understand the world around them. The present study was conducted with the aim of investigating the effect of brand persuasive methods on the perceived honesty of the brand with the mediating role of perceived value and the moderating role of need for recognition. This research is correlational in nature and content. In this research, the information related to the answers of 384 customers of Farsh city in Tehran city level was collected in order to investigate the relationship between the variables to test the research hypotheses. The collected data have been analyzed using SPSS and Smart PLS software. The results of this research showed that the customer's perceived value has a mediating role in the relationship between brand persuasion methods and perceived brand honesty. Also, the significance level of the moderator coefficient of the need for recognition is equal to 0.371, which indicates that it is not significant. This coefficient is (p < 0.05). In other words, the need for recognition does not play a moderating role in the relationship between brand persuasion methods and perceived brand honesty.