New Approaches in Management and Marketing

Abstract The present research aims to design a dynamic model for Green Human Resource Management (GHRM) within organizations. In terms of purpose, this study is applied-developmental, and methodologically, it is a qualitative-exploratory research. The study population consists of 15 academic experts and senior human resource managers, selected through snowball sampling. Data were collected via semi-structured interviews and analyzed using thematic analysis with MAXQDA software, following the process of open, axial, and selective coding. The findings revealed that the dynamic GHRM model comprises six key dimensions: “Green Competencies,” “Environmental Organizational Culture,” “Green Management Support,” “Green Job Engagement,” “Sustainable Performance Feedback,” and “Structural Flexibility.” The analysis of themes and the network of codes indicate that these dimensions operate as a continuous learning-interactive cycle rather than a linear progression; they enhance organizational sustainability through feedback mechanisms, adaptive processes, and cultural institutionalization. By providing a qualitative and contextualized model, this research fills the existing theoretical gap in GHRM literature and offers a conceptual roadmap for the systematic, adaptive, and sustainable implementation of this approach in organizations within developing contexts.

Abstract In today's highly competitive markets, managers are looking to make people aware of their products and improve their brand. One of these methods is social media, which has created a great transformation in the field of business and electronic marketing. Brand equity is a valuable but intangible asset of any company, understanding brand equity is a major task for many organizations. Therefore, the purpose of this research was to investigate the impact of social media communication on brand equity through the mediation of electronic verbal advertising and the moderation of product mental involvement. The statistical population of the current research were dairy products customers of Yazd province who have used its products for at least one year and are present on social media, whose exact number is not known. Therefore, the number of members is 384 and is considered available by sampling method. The data collection tool was a questionnaire taken from the research of Lin et al. (2023). Convergent and divergent validity and factor analysis were used to measure face validity according to experts and regarding construct validity. Cronbach's alpha and composite reliability were used to measure reliability. Data analysis was done with SmartPLS3 software. The results showed that the co Firm-generated content as well as the user has a significant impact on electronic word of mouth and brand equity. The effect of electronic word of mouth on brand equity was significant. The Firm-generated content and the user has been significant through the mediating role of electronic word of mouth on brand equity. Finally, the role of moderator of product involvement in the relationship between the Firm-generated content, and the user and the brand equity.

Abstract The present study investigated the effect of brand reputation on brand advocacy among customers of non-Iranian luxury car brands, considering the mediating role of emotional attachment as well as the moderating role of customer experience and price perception. This research is applied in terms of purpose and quantitative-descriptive survey in terms of method. The statistical population consisted of 180 customers of non-Iranian luxury car brands in Yazd city, who responded to the questions of a questionnaire derived from reputable international studies using simple random probability sampling. Data analysis was performed using structural equation modeling with PLS software. The findings showed that brand reputation has a significant indirect effect on brand advocacy through increased emotional attachment, while the moderating role of brand experience and price perception was not confirmed. This finding indicates the predominance of emotional factors over economic and experiential factors in shaping brand advocacy among customers of non-Iranian luxury car brands.

Abstract 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 In the current competitive conditions, the proper performance of the supply chain plays a key role in the success of an organization and the achievement of its goals, especially its profitability, therefore, in recent years, the management and measurement of supply chain performance has attracted the attention of a large number of managers and researchers in this study. In line with supply chain performance evaluation, various performance evaluation methods have been introduced and the characteristics of the most famous methods and studies conducted in this field have been collected. In this article, a framework for choosing the best method of evaluation of supply chain performance, improvement and continuous evaluation is proposed, which can facilitate the evaluation process in a targeted manner. It is suggested that in the next works, a review study on each of the used supply chain performance evaluation methods is done separately and also a conceptual framework of the application of these methods for different environments is prepared.

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 Abstract
The aim of this study is to evaluate the factors affecting the adoption of artificial intelligence in e-commerce by small and medium enterprises. This study is applicable in terms of its purpose, and is a quantitative research type. The present study proposes an integrated model based on the framework of dynamic capabilities, entrepreneurial orientation, and customer-centric systems. The empirical data of this study were collected through a digital survey using a purposive sampling method from small and medium enterprises in Iran. The analysis of the collected data was performed using structural equation modeling, and the results point to the role of dynamic capabilities and entrepreneurial orientation in facilitating the adoption of artificial intelligence in e-commerce. The data of this study were collected by distributing an online questionnaire to a sample of 183 decision-makers and managers in small and medium enterprises in Iran working in e-commerce. This study confirms the positive impact of AI adoption on the business performance of SMEs. The findings show that AI adoption in e-commerce is significantly associated with improved business performance of SMEs. Also, this study emphasizes the pivotal role of dynamic capabilities and entrepreneurial orientation in driving AI adoption in the e-commerce sector, which in turn can help improve business performance. These results emphasize the importance of developing technological capabilities and innovative approaches in SMEs to effectively utilize AI and achieve growth and success.
Introduction
Many companies are looking to leverage e-commerce to increase sales, improve services, and achieve greater customer satisfaction. If successful e-commerce strategies and tools are effectively implemented, this technology can significantly increase the revenue and profits of SMEs (Abbas et al., 2023; Ojha et al., 2023). However, the success of using these platforms depends on the level of commitment and trust of companies in smart technologies, which are effective in improving technical services and enhancing customer experience (Mishra et al., 2023). The adoption of artificial intelligence in e-commerce is considered one of the key factors for the success of businesses, as this technology uses existing data to identify opportunities and improve products and services (Liu et al., 2024).
While several studies have addressed the role of artificial intelligence in e-commerce, including customer service, sales facilitation, and information gathering, research related to the adoption and enhancement of artificial intelligence tools in maintaining e-commerce performance and supporting entrepreneurship in small and medium-sized enterprises is still scarce. Therefore, this article seeks to examine the factors affecting the adoption of artificial intelligence in e-commerce in small and medium-sized enterprises to promote entrepreneurship and strengthen the role of these companies in the country's economic progress and development. Insufficient understanding of how SMEs effectively use AI tools in e-commerce can negatively impact their ability to gain competitive advantage. Hence, there is a need for more in-depth research to identify challenges, exploit opportunities, and improve the effectiveness of using these technologies (Salah & Ayash, 2024(.
This paper identifies the benefits and opportunities for SMEs to adopt AI systems in e-commerce and suggests various ways to implement effective strategies for entrepreneurship development and selecting appropriate AI tools. The following key research question is formulated to guide the research and provide a structured approach to understanding the various factors involved: What factors influence SMEs’ ​​adoption of AI in e-commerce?
Theoretical literature
Artificial Intelligence
Artificial Intelligence is a branch of computer science that aims to design systems that can automatically and intelligently process information and perform various tasks. By imitating human intelligence and abilities such as learning, reasoning, problem solving, natural language understanding, and pattern recognition; this technology helps humans solve the most complex scientific, industrial, and social challenges. Artificial intelligence has been recognized as one of the most revolutionary technologies of the modern era since its early years and has now penetrated all aspects of human life (Simone, 2018.)
E-commerce
E-commerce is defined as the electronic buying and selling of items by consumers and businesses using computerized business exchanges. In this study, e-commerce is defined as the buying and selling of transactions over the Internet (Esare et al., 2012). E-commerce allows businesses to grow more easily in the global market and opens up new ways for companies to communicate information with consumers, suppliers, and other stakeholders (Tai, 2022).
Small and Medium Enterprises
In recent years, the importance and role of small and medium enterprises have been increasing, both in industrialized and developing countries. With the advent of new technologies, there have been transformations in production and the methods of it, distribution, and organizational structure of companies. It is essential for small and medium enterprises to use AI tools to obtain maximum value and competitive advantage, which includes reducing human errors, analyzing customer data, and providing highly efficient services. AI also helps in providing new and intelligent innovations that serve both institutions and customers, such as sales forecasting and attracting more customers (David at al., 2023).
Research Methodology
This study adopts a quantitative approach using a questionnaire to obtain data from officials in small and medium enterprises. It aims to investigate the factors associated with the adoption of AI in the field of e-commerce, while considering the relevant literature to improve the study results. Data for this study were collected by distributing an online questionnaire to a sample of 183 decision-makers and managers in small and medium-sized enterprises in Iran working in e-commerce. The sample focused on store owners and supervisors regarding their main occupations. The e-store owners were contacted through visits to the small and medium-sized enterprises, as well as through phone calls, WhatsApp, and email to encourage participation in the survey.
Research Findings
Structural equation modeling was used to analyze the data collected from the questionnaires and test the hypotheses. Based on the data analysis, the results of structural equation modeling showed that entrepreneurial orientation has a positive and significant effect on the adoption of AI-based e-commerce. The findings indicate that dynamic capabilities have a very positive and significant effect on the adoption of AI-based e-commerce. These findings emphasize that dynamic capabilities, such as the ability to learn quickly, adaptability, and continuous innovation in SMEs, can play a key role in the adoption and effective use of AI-based e-commerce. The results showed that the adoption of AI-based e-commerce has a positive and significant impact on the business performance of SMEs. This indicates a very strong and significant effect of this relationship. These findings emphasize that the adoption of new technologies such as AI can significantly improve the business performance of companies. In particular, companies that exploit AI-based e-commerce will be able to optimize their processes, reduce costs, and generally achieve economic advantages in competition with other companies.
Conclusion
This research shows that SMEs need to develop dynamic capabilities and strengthen entrepreneurial orientation to successfully adopt AI in e-commerce. Dynamic capabilities, as the ability of an organization to reconfigure resources, adapt to changes, and exploit new opportunities, are considered key factors in the adoption of new technologies. The results of the present study emphasize that companies with stronger dynamic capabilities are able to integrate AI into their business processes more effectively, which leads to improved organizational performance.
From a practical perspective, this research shows that in order to optimally utilize AI, small and medium-sized enterprises should focus on developing their dynamic capabilities and strengthening an entrepreneurial culture. Investing in employee training, developing agile strategies, and creating support structures for innovation can help to more effectively adopt this technology. From a theoretical perspective, this study highlights the role of dynamic capabilities and entrepreneurial orientation in the adoption of digital technologies and establishes a link between the strategic management, entrepreneurship, and digital transformation literature.
The present study aimed to provide a model to investigate the factors affecting the adoption of artificial intelligence in e-commerce by small and medium-sized enterprises in Iran. The results of this study are consistent with the results of Salah et al., (2024), Wei et al., (2022), Palataeka et al., (2023), Yang et al., (2024), Stalings et al., (2024), and Cabrit et al., (2024). The findings show that small and medium-sized enterprises need to develop dynamic capabilities and strengthen entrepreneurial orientation to successfully adopt artificial intelligence in e-commerce. Dynamic capabilities, as the ability of the organization to reconfigure resources, adapt to changes, and take advantage of new opportunities; are considered key factors in the adoption of new technologies.
Finally, this study suggests directions for future research; including examining the impact of other organizational and environmental factors on AI adoption, analyzing the role of government policies and financial support in the development of digital technologies, and studying the long-term impact of AI on the sustainability of small and medium-sized businesses. Also, conducting comparative research across industries can help to better understand the structural and strategic differences in the adoption of this technology. 

Abstract Abstract The purpose of this research is to investigate the effect of artificial intelligence technology on the development of entrepreneurship with the mediating role of entrepreneurship education. The research is applicable in terms of purpose, descriptive- survey in terms of nature, and of casual type. The statistical population of the research was managers and employees of start-up business companies in Kermanshah province. The sample size is 193 people and sampling method is random cluster. The data collection method was field collection, and the tools used were entrepreneurial development questionnaires (Antonik and Hiserich, 2003), artificial intelligence technology (adapted from Rahimi and Akbari research, 1402), and entrepreneurship training (researcher-made). The method of data analysis was descriptive statistics and inferential statistics (structural equation modeling), using Spss26 and Amos24 software. Sobel's test (t-statistic) was used to investigate the mediator variable. The findings showed that artificial intelligence technology has a significant effect on entrepreneurship development by 86%; and on entrepreneurship education by 83%. Also, entrepreneurship education predicts 11% of the changes resulting from entrepreneurship development. The results indicate that artificial intelligence technology has an impact on the development of entrepreneurship with the mediating role of entrepreneurship education in the start-up businesses of Kermanshah province. Extended Abstract Introduction The development of entrepreneurship is a complex, long-term and inclusive process that plays a significant role in the economic growth and development of countries. Today, entrepreneurship has become the most important and strategic economic tool of advanced societies. In fact, economic growth and development of countries depends on entrepreneurs and entrepreneurial activities. Therefore, the need to achieve economic development and progress is to pay special attention to the development of entrepreneurship (Zali & Razavi, 2008). The development of entrepreneurship requires serious determination and necessary knowledge in businesses; many influential factors can be listed that may improve the development of entrepreneurship. One of these factors that has created a global revolution today is the use of artificial intelligence technology in start-up businesses and entrepreneurship. In today's world, technological advances are one of the most fundamental factors in shaping society's transformations in all economic, cultural, political and social fields. Human dependence on technology is such that some experts such as Max Tegmark say: "Without technology, the extinction of us humans, on a cosmic scale of tens of billions of years, will happen soon" (Tegmark, 2017). One of the factors that can increase the effect of artificial intelligence technology on the development of entrepreneurship as a mediator is entrepreneurship education. Today, it is accepted that the progress and survival of any society and business depends on the quality and efficiency of the education of that society; and educational courses have an important mission in producing knowledge and preparing new businesses to assume leadership and responsibility in a competitive, complex and changing world (Escorcia et al., 2022). According to the stated contents, this research tries to answer the question: what is the effect of artificial intelligence technology on the development of entrepreneurship with the mediating role of entrepreneurship education? Theoretical framework Artificial intelligence Artificial intelligence is a multidisciplinary and interdisciplinary field grown tremendously since the introduction of handheld computers in the 1950s. This field has the potential to transform various industries, and is defined as any theory, method, or approach that helps machines, especially computers, in analyzing, simulating, exploiting, and exploring human intellectual processes and behaviors (Lund et al, 2023). Entrepreneurship training Entrepreneurship education refers to all activities that aim to develop entrepreneurial mentality, attitude and skills in a range of cases such as idea generation, start-up, growth and innovation (Nvello et al, 2015). Entrepreneurship training is an activity that is used to transfer the knowledge and information needed to start and manage a business, and it will increase, improve, and develop the attitudes, skills, and abilities of non-entrepreneurs (Naeiji & Ebrahimi, 2017). From the viewpoint of literature, in the simplest definition, entrepreneurship can be considered as the use of skills to bring innovation to business or to develop new businesses (Shetty et al, 2021). The first issue raised in entrepreneurship research and start-up business development was the emphasis given to capacities, specific assets, and the unit of new economic activities. Ownership, capabilities and assets can be a sign of successful growth of a business. Intelligence in entrepreneurship is a technology-driven process for collecting, integrating, analyzing and presenting business information (Mehdi Sasan, Bakhshandeh, 2022). Therefore, the first emphasis is research on artificial intelligence as a technology-based software, and the use of this technology in the global economy is increasing day by day. The use of artificial intelligence allows start-up businesses to improve economic conditions and business growth (Dondapati et al, 2022). Yerevani et al, (2024) conducted a systematic review of the impact of artificial intelligence on the world's educational systems. This research has been done with a systematic review of 26 scientific research articles, 5 books and 13 reference sites. The results showed that artificial intelligence has a comprehensive role and importance in education systems. In the field of education by artificial intelligence, there are many successful projects and systems (GPT, etc.) that have facilitated the improvement of the teaching and learning process. Gofman & Jin (2024) in a study entitled Artificial Intelligence, Education and Entrepreneurship concluded that students of disadvantaged universities founded fewer AI startups and attracted less funding. Also, the departure of professors from universities reduces the knowledge of artificial intelligence of startups, which seems to be an important factor for the successful formation of startups and attracting capital. Research methodology The current research is applicable in terms of purpose, descriptive- survey in terms of nature, and of casual type. The method of collecting information is library-based, and the tool used is note-making. The statistical population of the research is managers and employees of start-up businesses in Kermanshah province. The population size was 385 people and the sample size was determined to be 193 people based on Cochran's formula. Also, the sampling method of this research was random cluster. The data collection method was field-collection, and the tools used are a) Entrepreneurship Development Questionnaire (Antonik & Hisrich, 2003), b) Artificial Intelligence Questionnaire (Rahimi & Akbari, 2023), and c) Entrepreneurship Education Questionnaire (researcher-made). Research findings Spss and Amos software were used in this section. The statistical findings showed that the research hypotheses were confirmed with a significance level of less than 0.05, and the effect of artificial intelligence technology on entrepreneurship development is 86% and on entrepreneurship education is 83%. Also, the effectiveness of entrepreneurship education on entrepreneurship development was calculated as 11%. The results of the general hypothesis of the research were done using the Sobel test (t statistic). The results of this test are significant with a coefficient of 2.258 at a level of 1.96 and a significance level of 0.001, and it shows that artificial intelligence technology with the mediating role of entrepreneurship education has an impact on the development of entrepreneurship in start-up companies in Kermanshah province. Conclusion Artificial intelligence technology can help greatly in the process of entrepreneurship education. Artificial intelligence makes entrepreneurship education learners use the updated information and resources in this field to make proper use of it in their business process. Therefore, it can be concluded that artificial intelligence is an effective and applicable factor in entrepreneurship education. The statistical results obtained indicate that artificial intelligence has an effect of 83% on the changes resulting from entrepreneurship education. The results of structural equation modeling and the obtained fit indices are proof of this claim. The results obtained are aligned with the results of Yerevani et al., (2024), Moradzadeh (2022), Gafman & Jane (2024), Chen et al., (2024) and Kissinger et al, (2021). Today, a business is successful if it has enough information and knowledge and can develop its entrepreneurship and business through education. Therefore, entrepreneurship training is essential for start-up businesses and entrepreneurship development. The development of entrepreneurship will be faster when the necessary trainings have been implemented and the entrepreneurs have learned these trainings well and implement them in their business. The statistical results obtained indicate that entrepreneurship education responds to 11% of the changes resulting from entrepreneurship development. The obtained results are consistent with the results of Dahdahjani (2019) and Agha Mohammadi and Abdulahi (2015). The results of the general hypothesis of the research regarding the effect of artificial intelligence technology on the development of entrepreneurship with the mediating role of entrepreneurship education were confirmed with the Sobel test. According to the results obtained for the first hypothesis, it is suggested to identify the advantages and disadvantages of artificial intelligence in the entrepreneurial system and pay special attention to its strengths. In line with the results of the second hypothesis, it is suggested that the threats resulting from the implementation of artificial intelligence in entrepreneurship education and entrepreneurship development should be reduced as much as possible. And finally, in line with the results of the third hypothesis, it is suggested that artificial intelligence be considered as one of the new and practical technologies in start-up businesses.

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

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

Organizational learning

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

 Developing innovation

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

 Coordinating strategies

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

 Human resource management

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

Abstract Responsible and sustainable consumption is considered one of the important aspects of sustainable development, which depends on achieving long-term economic growth compatible with environmental and social needs. In fact, the level of people's awareness about the environment and their mental self-awareness is directly related to the amount and type of consumption by the consumer. The more consumers give importance to environmental issues, the more resistance they have in consuming products that are in conflict with it, and this point of view accurately shapes consumer perception and behavior, so a producer, in addition to paying attention to issues related to the category Sustainable consumption must also take into account the factors that affect consumer behavior. The purpose of this research was to analyze the factors influencing sustainable consumption with metacombination method in Shahrekord convenience stores. Due to the comprehensive approach of the concept of conscious consumption presented by Sheth and colleagues (2011) and Lim (2017), this research tries to expand and complete the presented concept with a review study. Therefore, by considering the two aspects of conscious mental structure and conscious behavior for conscious consumption, the dimensions of a conscious mental structure that can lead to the occurrence of conscious behavior in the field of consumption are identified.

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

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

Abstract Abstract
This research aims to explain the pattern of brand selection and development with emphasis on the role of positioning strategy in Yek-o-Yek Food Industries Company. The research method is applicable in terms of purpose with quantitative approach. The statistical population of the research is all customers and consumers of Yek-o-Yek Company products, selected through non-random and available sampling method and 384 people according to Morgan table. The data collection method is a field method using a researcher-made questionnaire. The validity and reliability of the questionnaire were confirmed by construct validity, composite reliability, and Cronbach's alpha, respectively. The results of structural equations with smart pls3 software showed that the role of the creator factors (empowerment and commitment to customers, production capability, brand elements, marketing mix, competitive advantage, service differentiation), brand-oriented strategy (brand performance, brand positioning, brand values, brand perspectives, brand analysis and evaluation), on the outcomes (establishing brand position in the market, maintaining brand position among customers and the market, product and market development, brand promotion), strategies and actions (improving competitive position, market orientation, desirable mental image, intellectuality and strategic thinking of the senior manager) and the contextual condition variable (creating value for post-delivery services, structural prerequisites, integrating knowledge and organizational activities) were also confirmed as mediating variables and intervening condition variables (creating distinctive meanings of the organization's brand, awareness).
Introduction
The importance of positioning strategy in the process Brand selection can be viewed from the perspective of creating a sustainable distinction in the consumer's mind; successful positioning not only facilitates consumer choice, but also forms the basis for the development of brand identity and equity in the long term (Xiang et al., 2023). Emphasizing the strategic management and marketing literature, a brand is defined as a strategic intangible asset that creates a sustainable competitive advantage by creating a sustainable distinction in customer perception (Zhao et al., 2021). From the perspective of information economics, brands increase the efficiency of the consumer decision-making process by reducing information asymmetry and reducing search costs. (Dewi et al., 2020) At the organizational level, brand equity creates economic value through various mechanisms, including creating pricing power, increasing price elasticity of demand, and reducing vulnerability to competitors' promotional activities (Bilghihan et al., 2024). This value creation ultimately takes the form of more stable future cash flows and reduced Profit fluctuations and reflects itself in the company's financial statements. In addition, brands act as a defensive shield during periods of economic recession and increase the confidence factor in predicting long-term profitability by maintaining a loyal customer base (Azimi et al., 2021). From this perspective, strategic brand management is considered not as a cost, but as an investment in creating and maintaining dynamic organizational capabilities to create and capture economic value in the long term. Product or brand management is one of the key and important marketing capabilities. Brand plays a central role in marketing and has attracted much attention over the years (Ghorbani dolatabadi et al., 2021).
A brand is a name or symbol used to give identity to a product. In other words; a brand is one of the assets that can create great value for goods and services (Bernarto et al., 2020). Branding, as a complex cognitive-emotional mechanism, provides a fundamental foundation for shaping customer responses and developing effective marketing strategies by creating unique semantic associations between symbols, products and experiences, so that understanding the multiple dimensions of the brand and how they affect the consumer's mind and behavior helps organizations not only allocate their resources more optimally, but also create a lasting competitive advantage by creating sustainable differentiation (Azimi et al., 2021).
Taking advantage of its brand reputation, Yek-o-Yek company uses a brand development strategy to enter new areas and produce goods and services under the same brand name, which On one hand, it leads to the expansion and development of the company and on the other hand, it reduces the risk of brand image. However, this strategy is associated with the risk of damaging the brand image in the eyes of customers, and a wrong choice can reduce the brand equity in general. Therefore, the brand selection and development pattern in Yek-o-Yek Company should be planned with an emphasis on the positioning strategy and taking into account the brand development indicators in order to optimally benefit from its advantages. Considering the merits of the above, the current research seeks to answer the following question: What is the brand selection and development pattern with an emphasis on the role of positioning strategy in Yek-o-Yek Company?
Theoretical foundations
Brand development
Brand development refers to a set of activities and strategies that aim to enhance the value, recognition and loyalty to the brand in the market. The brand, as an intangible asset of the organization, not only shapes the mental image of consumers, but also plays an important role in purchasing decisions, customer loyalty, and competitive advantage (Merhabi et al., 2021).
Brand Performance
Brand performance indicates the extent to which a brand is successful in achieving its marketing and business objectives and assesses the effectiveness of brand development activities. Brand performance includes several indicators such as brand awareness, brand image, customer loyalty, market share, customer satisfaction, and brand equity. These indicators help an organization measure the impact of marketing and brand positioning strategies on consumer behavior and business success (Mashhadizadeh et al., 2024).
Brand Positioning
Brand positioning is a strategic process that determines how a brand is positioned in the consumer’s mind compared to its competitors. The main goal of positioning is to create a distinctive, valuable, and sustainable brand image that customers can easily identify and prefer. This process helps the organization highlight its competitive advantage and align marketing messages with the needs and expectations of the target market (Masoumi et al., 2023).
Haponen et al. (2021) titled “Expectations of Young Job Applicants’ Digital Identity in Relation to Corporate Social Media Brand Development Strategies” examined the role of employees’ digital image and social media in brand development of SMEs. The research methodology included a literature review and interviews with representatives of recruitment companies. The results showed that growth-oriented companies seek applicants with a prominent personal brand image.
Alshurideh et al. (2022) titled “The Role of Digital Marketing, Corporate Social Responsibility Policy and Green Marketing in Brand Development” examined the impact of digital marketing, CSR policies and green marketing on UK manufacturing companies. This study was quantitative and conducted with a closed questionnaire and a sample size of 404 companies. The results showed that the overall impact of these three factors on brand development was statistically significant and it was recommended that companies focus on environmental information disclosure, green innovation, green alliance and promotional activities.
Research Methodology
In this study, library studies and a systematic review of the research background were used to develop theoretical foundations, which enabled the extraction of a conceptual framework and indicators related to brand positioning and development strategies. To collect field data, a standard questionnaire based on the literature was used; distributed and implemented in the field among customers of the products of Yek-o-Yek company in the Shiraz metropolis. The statistical population of this study consisted of all consumers of the company's products in Shiraz, and the appropriate sample size was determined by the available sampling method and based on the Cochran formula, and questionnaires were distributed among them. The data obtained from the questionnaires were analyzed by statistical software.Research Findings
The research findings show that brand-creating factors, including brand values, mental image, brand performance, positioning, and perspectives, play an important and effective role in the formation of brand-oriented strategy. This brand-centric strategy, in turn, guides and directs strategies such as strategic thinking, positioning, image enhancement, and market orientation. In addition, the organizational context, including process integration and value creation, enhances the impact of strategies and facilitates their successful implementation. Finally, intervening strategies and conditions, such as meaning creation and awareness, affect the operational outcomes of the brand, including market development, brand promotion, and brand positioning, and increase brand equity and improve the overall performance of the organization.
Discussion and Conclusion
The research findings show that brand-creating factors, including brand values, performance analysis and evaluation, brand positioning, and vision have a significant impact on brand-centric strategy. These results are consistent with previous studies; for example, the studies of Merhabi et al. (2021) and Xi et al. (2020) also emphasize that values ​​and brand image play a key role in shaping marketing strategies and brand development. However, the present findings show that besides these factors, organizational perspective and analysis also directly influence brand strategies; a topic less addressed in some previous studies. Brand-centric strategy acts as a mediator between the factors that create and strategies and affects components such as strategic thinking, mental image, position improvement, and market orientation. These results are consistent with the results of Haponen et al. (2021) and Bilghihan et al. (2024), which show that brand-centric strategies align the organization's activities with market objectives and create competitive advantage. The main difference in the present study is that more emphasis is placed on the strategic role of brand-centric strategy in guiding a set of strategies and its effects on the brand's operational outcomes.
Furthermore, the findings show that contextual conditions such as integration and value creation have an impact on strategies. This result is consistent with the studies of Zarghami et al. (2022) who state that the internal environment of the organization and resource alignment enhance the success of brand strategies. Compared to previous studies, the present study shows that the role of these contextual conditions is not only facilitating, but also acts as a reinforcing factor in the impact of strategies on brand operational outcomes.
Also, strategies play a decisive role in achieving brand operational outcomes, including market development, brand promotion, and brand positioning. These results are consistent with the research of Lee et al. (2024) and Rezagholizad et al. (2024) who emphasize that effective implementation of strategies creates tangible consequences for business success and brand positioning. The point of difference of this research with previous studies is the examination of the effect of intervening factors such as meaning creation and awareness building, which shows that these conditions can strengthen or moderate the effect of strategies, a topic that has received less attention in previous research. 

Abstract Abstract The purpose of the present study is the Network Analysis Process (DANP) Sustainable Development Model Based on Quantum Management Approach. The research method is applicable-developmental in terms of its purpose, descriptive in terms of data collection, and quantitative in terms of implementation method. The statistical population of the study includes 10 municipal managers with at least 20 years of experience and their field of specialization is urban management, selected through purposive sampling. To collect data for the DEMETL section and the network analysis process for prioritizing variables, a standardized AHP paired comparison questionnaire was used and distributed to the statistical population of the study and, after completion, collected and analyzed. The DENP method (a combination of DEMETL and the Analytic Network Process (ANP)) was used to prioritize the effective factors. The results showed that urban infrastructure development, self-organization, urban governance and legislation, quantum knowledge, improving the quality of life, economic infrastructure development, social justice and participation, and improving environmental quality are in the first to eighth priority, respectively. Introduction The success of today's organizations depends on correct and efficient leadership that relies on influencing, guiding, directing, and streamlining the organization's activities, and the beliefs and convictions of employees. Quantum management, influenced by the quantum paradigm, has unique features that can meet the needs of leaders and organizations, especially government organizations, in today's ambiguous, uncertain, and rapidly changing conditions in order to achieve goals and organizational excellence (Madahiyan et al, 2021). The quantum perspective views the world as complex, living, highly interconnected, dynamic, describes as self-constructive and unpredictable, so that in this perspective, organizations must have a learning structure. Quantum management is a practice that, by creating human capacity, focuses more on the free and continuous interaction between the leader and employees, as well as the mutual influence of the internal dynamics of the organization with employees and vice versa; and by emphasizing the organization, it guides it towards a desirable future (Norouzzdeh et al., 2020). Following the development of cities, the speed of physical changes in the city, and the changing needs of citizens in various social and economic fields, comprehensive urban plans based on the principles of past years cannot meet the needs of cities; for this reason, such plans have been obsolete for decades and are not applicable, so their characteristics do not lead to improving the quality of living space in today's era (Ghadiri et al., 2021). The field of many urban researches is sustainable development, and the ideal attitude of urban planners and designers in designing sustainable cities is mainly on better living and reducing environmental crises (Bikdeli et al., 2018). Therefore, quantum management, which is a new management in line with the needs of the people and in harmony with the era of electronics and knowledge-based networks, can contribute significantly to sustainable development and a new approach to urban management. In this type of management, hierarchies and bureaucracies will be eliminated. Also, each person does what he specializes in, and the relationship is not the criterion for selecting individuals (Nazmfar et al., 2019). A quantum manager is a person who can make the best decision in the shortest time and has the power to resolve contradictions. In addition, he is a transparent and honest person and shares his decisions with the people and asks for their advice. Therefore, the solution to solving the current problems of urban management can be considered to be the use of strategic plans with the quantum management approach, and urban management should move towards creating small-scale structures with a wide scope of authority in the form of neighborhoods. Therefore, to prepare any plan for the development of the city, it is necessary to first of all gain knowledge. The knowledge in the urban planning system must be comprehensive and complete, so all dimensions of the city, including the city structure, uses, accesses, urban landscape, as well as the social, demographic, economic, managerial dimensions, etc., must be considered (Bahrini, 2022). Accordingly, the researcher addresses the main question: what is the network analysis process (DANP) of the sustainable development model based on the quantum management approach? Theoretical framework Sustainable development The concept of sustainable development means a process of change in which the exploitation of resources, the direction of investments, the orientation of technological development, and institutional changes are coordinated and increase the current and future potential to meet human needs. Sustainable development means the management and protection of basic resources and the introduction and application of technological advances and organizational structures through which human needs can be continuously and reasonably guaranteed for the present and future generations. (Roozbeh et al, 2023). Quantum Management Quantum management is a set of fully operational skills for managers appropriate for the characteristics of organizations in the last century. This metaphor for the behavior of managers is derived from quantum theory, which is derived from the field of physics. Quantum management increases the level of employee empowerment and at the same time provides the basis for consultation and synergy by employees and managers (Ali sofi & Salimi, 2023). Rasouli et al. (2024) examined the antecedents and consequences of professional competence of school administrators with an emphasis on environmental sustainability and sustainable development. The research findings showed that the professional competency model of managers includes the enablers of skill competency, management competency, and professional ethics and behavior competencies, manager development, social characteristics of managers, establishing work groups to improve performance and green competency, attitudinal competencies, knowledge competencies, educational competencies, knowledge-skill and technology commercialization competencies, high-work ethic, consumption pattern reform, participation in development, and movement toward national authority; which lead to the realization of the results of high-work ethic, consumption pattern reform, participation in development, movement toward national authority, diversity and pluralism management, and strengthening the relationship between humans and nature. Ali sofi & Salimi (2023) studied the effect of quantum management skills on readiness for change with the mediating role of organizational agility. The findings from the structural equation model showed that the standard coefficient between quantum management on readiness for change (0.19), quantum management on organizational agility (0.58), as well as readiness for change and organizational agility (0.64), and the indirect effect of quantum management on readiness for change (0.47) were significant.  Research Methodology The research method is applicable-developmental in terms of its purpose, descriptive in terms of data collection, and quantitative in terms of implementation method. The statistical population of the research includes 10 municipal managers with more than 20 years of experience and their field of specialization is urban management, selected through purposive sampling. A standardized AHP pairwise comparison questionnaire was used to collect data from the DEMETL section and the network analysis process to prioritize variables, and was distributed to the statistical population of the research and, after completion, collected and analyzed. Research findings The DANP method (a combination of DEMETL and the Analytical Network Process (ANP)) was used to prioritize the effective factors. The results showed that urban infrastructure development, self-organization, urban governance and legislation, quantum knowledge, improving the quality of life, economic infrastructure development, social justice and participation, and improving environmental quality are in the first to eighth priority, respectively. Conclusion The present study was conducted with the aim of the Analytical Network Process (DANP) model of sustainable development based on the quantum management approach. The results of this study are consistent with the results of Rasouli et al. (2024), Ali sofi & Salimi (2023), Roozbeh et al. (2023), Hajizadeh Majdi et al. (2023), Negahdarandeh & Anvari (2022), Nazarzadeh et al. (2021), Bahrini (2022), Shafiepour & Parhemat (2022), Dixon & Tewdwr-Jones (2021), and Rodríguez et al. (2019). Shafiepour & Parhemat (2022) showed that the characteristics of quantum management have a positive and direct impact on the three individual, social and organizational levels of human resource development, that is, by increasing quantum management techniques, the three individual, social and organizational levels of human resource development are improved. According to the results of the research, the following suggestion was made: -Reconstruction and modernization of worn-out water, electricity, gas and telecommunications networks to increase resilience to crises. -Creating comprehensive roadmaps for infrastructure development, taking into account population growth and future needs of the city. -Delegating more authority to local institutions and city councils to solve regional issues and encourage active citizen participation.