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Journal of New Approaches in Management and Marketing is an open-access, double-blind, peer-reviewed publication published by the Research Center of Resource Management Studies and Knowledge-Based Business.

JNAMM is a quarterly publication that publishes original research papers related to the journal's scope. This journal follows the Committee on Publication Ethics (COPE) and complies with the highest ethical standards by ethical laws. All submitted manuscripts are checked for similarity through SamimeNoor software to ensure their authenticity to be assured about its originality and then rigorously peer-reviewed by expert reviewers. (Read More...)

Main Features of the Journal:

Owner: Research Center for Management Studies and Knowledge-Based Business
Publication Frequency: Quarterly (The journal started quarterly publication from Spring 2024)
Article Types: Research and Review Articles
Language: Persian, with English Abstract
Peer Review: Double-blind
Specialization Areas: Marketing Management, Business, Entrepreneurship
Initial Review Time for Articles: 10 days
Publication Type: Electronic
Processing and Publication Fee: No
Start of Publication: October 2022
Access to Articles: Open Access

Original Article (Quantified) business management

Analyzing the impact of corporate social responsibility and knowledge management infrastructure on sustainable performance with regard to the mediating role of organizational ambidexterity

Pages 1-22

https://doi.org/10.22034/jnamm.2026.569101.1238

Ayoub Pazhouhan, Peyman Akbari, Mohammad Amin Noori

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

Original Article (Qualitative) Entrepreneurship

Freelancing: A New Approach to Entrepreneurship and Business: A Thematic Analysis of Paths, Challenges, and Economic Empowerment Through Freelancing

Pages 23-44

https://doi.org/10.22034/jnamm.2026.564097.1219

Ali Siahkolah, Mohammad Hossein Foroozanfar

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.

Review Article Other topics related to business management, entrepreneurship, and marketing

Exploring Artificial Intelligence in the Automotive Industry: A Bibliometric Analysis, Systematic Review, and Future Research Directions

Pages 45-77

https://doi.org/10.22034/jnamm.2026.579268.1270

Majid Darvish, Seyed Hamid Khodadad Hosseini, Fereshteh Mansourimoayyed, Gholam Reza Goudarzi

Abstract Abstract The aim of this study is to explore artificial intelligence in the automotive industry through a bibliometric analysis, systematic review, and identification of future research horizons. In this research, 179 international articles indexed in the Web of Science and Scopus databases were analyzed. The methodology consisted of two stages: first, a bibliometric analysis was conducted by VOSviewer software to identify thematic clusters in the literature related to artificial intelligence and the automotive industry. Second, a qualitative systematic review was carried out to provide deeper insights into these clusters. The findings revealed a significant focus on autonomous vehicles, deep learning, and machine learning as key artificial intelligence technologies. Four thematic clusters were identified: AI-based automotive ecosystems, core AI technologies and security, connectivity and resource management, and advanced vehicle technologies. In particular; safety, resource optimization, and legal frameworks emerged as key areas within these clusters. This study identified four emerging research areas that will play important roles in shaping the future of artificial intelligence in the automotive industry and provide transformative opportunities to address existing knowledge gaps. Introduction The automotive industry, which stands at the forefront of technological revolution, is undergoing a profound transformation through the integration of artificial intelligence (AI) (Gao & Bian, 2021; Nascimento et al., 2020). The role of AI as a key driver of innovation, efficiency, and safety in this industry has become increasingly evident, as vehicles are no longer merely means of transportation but are evolving into intelligent entities capable of perception, decision‑making, and communication (Li et al., 2019). This transformation heralds a new era in the transportation sector in which AI‑enabled vehicles provide enhanced safety, improved efficiency, and superior user experiences (Demlehner et al., 2021; Naz et al., 2022). The convergence of the automotive industry and artificial intelligence has led to the rapid expansion of AI‑based solutions and applications, including autonomous driving, predictive maintenance, and advanced driver‑assistance systems (ADAS) (Li et al., 2023). These innovations have significantly improved road safety, optimized energy consumption, and redefined transportation solutions (Banerjee et al., 2023; Mehta et al., 2024). The successful implementation of AI in this industry promises technological advancement, economic growth, environmental sustainability, and improved social welfare (Dumitrascu et al., 2023; Shahedi et al., 2023). From advanced driver‑assistance systems to in‑vehicle voice recognition technologies, AI‑driven technologies have enhanced vehicle performance, safety, and comfort (Mehta et al., 2024). Moreover, consumer expectations for AI‑enabled features in vehicles have increased, prompting automotive companies to invest more heavily in research and development (Demlehner et al., 2021). The market for artificial intelligence in the automotive industry continues to expand, reflecting the growing recognition of its transformative potential (Jain & P. Kulkarni, 2022). Recent review studies have examined the use of artificial intelligence techniques, such as machine learning and deep learning, to address various challenges in the automotive industry. For instance, Damaj et al. (2021) focused on the application of AI in vehicle maintenance and diagnostics, proposing AI‑based models for fault detection, prediction of remaining useful life, and maintenance of automotive components. Bibliometric analysis quantitatively maps publication trends and identifies key patterns and influential research areas, while systematic review provides a deeper examination of thematic clusters and conceptual developments (Van Eck & Waltman, 2017). This combined approach offers a more comprehensive understanding of the field and helps researchers and practitioners navigate the evolving landscape of artificial intelligence in the automotive industry more effectively. Therefore, the main research question of this study is: How can artificial intelligence in the automotive industry be explored through bibliometric analysis, systematic review, and the identification of future research horizons? Theoretical Framework Artificial Intelligence Artificial intelligence enables the transformation of data into information, information into knowledge, and knowledge into intelligent action, thereby facilitating the development of decision‑support systems in conditions characterized by uncertainty and intense competition. From a theoretical perspective, artificial intelligence can be considered a strategic resource within the frameworks of the Resource‑Based View (RBV) and dynamic capabilities theory, through which organizations enhance their capacity for analysis, innovation, and responsiveness to environmental changes (Mahmood, 2023). Hayatmehr et al. (2026) examined the impact of the application of artificial intelligence and intelligent learning on the strategic thinking skills and academic performance of management students, considering the moderating role of individual ethics. The results indicated that the use of artificial intelligence tools has a positive effect on strategic thinking (including systems thinking, creative thinking, future‑oriented thinking, and critical thinking), intelligent learning, and academic performance. The mediating role of strategic thinking—particularly critical thinking and future‑oriented thinking—was confirmed in the relationship between the use of artificial intelligence and academic performance, as well as between intelligent learning and academic performance. Furthermore, individual ethics not only positively influences intelligent learning but also plays a moderating role in the relationship between intelligent learning and strategic thinking (systems thinking, critical thinking, and future‑oriented thinking). This study provides novel insights into the application of artificial intelligence tools in developing strategic thinking skills and performance, offering valuable implications for researchers, managers, students, and organizations. Zolghadr et al. (2025) investigated the development of a model for the application of artificial intelligence in the export of electronic industry products. The findings showed that all composite reliability indices were above 0.7 and the convergent validity values for most constructs exceeded 0.5. The results of the hypothesis testing also indicated that all relationships among the model’s constructs were fully supported at a significance level of p < 0.001. Moreover, to evaluate the overall model fit and measure the structural model, the Goodness‑of‑Fit (GoF) index was applied. The GoF value was reported as 0.815, indicating a strong model fit. Research Methodology In this study, 179 international articles indexed in the Web of Science and Scopus databases were analyzed. The research methodology consisted of two stages. First, a bibliometric analysis was conducted by VOS viewer software in order to identify thematic clusters within the literature related to artificial intelligence and the automotive industry. Subsequently, a qualitative systematic review was carried out to provide deeper insights into these identified clusters and to further interpret the main research trends and developments in this field. Research Findings To analyze the findings, VOS viewer software was employed to identify thematic clusters within the literature related to artificial intelligence and the automotive industry. The results revealed a significant concentration of research on autonomous vehicles, deep learning, and machine learning as core artificial intelligence technologies in the automotive domain. Four major thematic clusters were identified: AI‑based automotive ecosystems Core AI technologies and security Connectivity and resource management Advanced vehicle technologies Within these clusters, safety, resource optimization, and regulatory frameworks emerged as particularly prominent and influential areas. The findings indicate that research in this field is increasingly moving toward integrated, intelligent, and sustainable mobility systems. Furthermore, the study identified four emerging research domains that are expected to play a critical role in shaping the future trajectory of artificial intelligence in the automotive industry. These areas provide transformative opportunities to address existing knowledge gaps and to advance both theoretical development and practical implementation in AI‑driven automotive systems. Conclusion The present study was conducted with the aim of exploring artificial intelligence in the automotive industry through a bibliometric analysis, systematic review, and identification of future research horizons. The findings are consistent with prior studies (Hayatmehr et al., 2026; Zolghadr et al., 2025; Ahmadi Alinoudehi et al., 2025; Heidariyan et al., 2025; Haghighi, 2024; Rahimi Klor et al., 2024; Hasan & Ojala, 2024; Akbari Emami et al., 2023; Etemadi et al., 2023; Neethirajan, 2023), confirming the expanding strategic role of artificial intelligence across industries. In particular, Hasan and Ojala (2024) demonstrated that AI management contributes to improved resource reconfiguration, reduced transaction costs, and the advancement of global sustainable development. These findings reinforce the view that artificial intelligence is not merely a technological tool but a transformative strategic capability within the automotive ecosystem. Moreover, legal concerns surrounding the development of AI‑driven vehicles require further scholarly attention. For instance, in the event that an autonomous vehicle causes an accident, critical questions arise regarding liability—whether it lies with the manufacturer, the software developer, or the vehicle owner. Existing legal frameworks may struggle to keep pace with rapid technological advancements. Given the diversity of regulatory systems across countries, this issue poses additional challenges for automotive companies operating in multiple jurisdictions. Therefore, aligning legal regulations with technological progress in the automotive industry represents a significant and promising avenue for future research.

Original Article (Mixed) Marketing and Brand Strategy

Decoding the Components of Audience-Centricity in Art; A Novel Approach to Identifying and Refining Indicators Using Fuzzy Logic

Pages 78-103

https://doi.org/10.22034/jnamm.2026.576649.1255

Azadeh Sahebazamani, Abolfazl Davodi Roknabadi, Nayeresadat Mobinipour, Nooshin Safiyari

Abstract Abstract The present research aims to systematically identify and refine the components of audience-centricity in the field of art. This study, employing a sequential exploratory mixed-methods approach, was executed in two main stages. In the qualitative stage, using the qualitative content analysis method and purposeful sampling, 19 credible scientific articles were deeply reviewed. The coding process, utilizing NVIVO software, resulted in the extraction of 39 open codes, 9 axial categories, and 4 core components. In the quantitative stage, to refine these components within the specialized context of art, the fuzzy screening technique was employed, utilizing the opinions of 12 experts. Data were collected and analyzed using a researcher-made questionnaire. The research findings indicated that out of the initial 39 indicators, 11 were confirmed as the final components of audience-centricity in art. Among these, three indicators—“Investing in Continuous Learning and Capability Development,” “Respecting Privacy and Ethics in Data Usage,” and “Transparency in Actions and Communications”—received the highest importance scores. This framework, by transitioning from “production-centric art” to “trust-centric art,” opens a new horizon for sustainable and meaningful interaction between artists, cultural managers, and audiences in the face of future uncertainties and complexities. Introduction In today’s hyper-competitive world, brands strive to increase their share of their target customers’ minds, their share of customers’ wallets, and ultimately, a larger percentage of customer lifetime value (Faraji et al., 2025). Within the marketing toolkit of these brands, audience-centricity and the precise and deep identification of the needs, desires, and behaviors of target customers are considered among the most important effective tools for achieving these brand objectives. Target audiences in different industries possess distinct and unique characteristics. Due to the special nature of artistic products and considering artists as personal brands, the target audience in art differs significantly from that of non-artistic brands. This includes brands active in the art scene such as gallerists, curators, or art exhibition organizers. Understanding these audiences and meeting their needs and desires requires a different perspective. On the other hand, in the contemporary world, art, as a dynamic and multidimensional phenomenon, is constantly evolving in interaction with social, cultural, and technological contexts. One of the key pillars of this transformation is the shift in the “audience’s” position from a passive element to an active agent, interpreter, and participant in the process of creating and perceiving the artwork (Wald-Fuhrmann et al., 2026). The main issue here is that the prevailing paradigm in the scientific examination of audience behaviors, attitudes, desires, and needs is still influenced by the paradigms governing marketing science in conventional manufacturing or service industries, and it does not precisely consider the fundamental differences within the art domain. This is while traditional survey methods and static analyses are no longer sufficient for the needs of brands active in the field of art. The necessity of revising the indicators of audience-centricity is increasingly felt due to the diversity in message reception and the mismatch between source encoding and receiver decoding within the context of art (Sampah et al., 2025). Accordingly, the present paper seeks to answer two main questions: First, what are the components of audience-centricity through in-depth exploration and content analysis of credible scientific texts and articles? And second, which of these components hold greater importance by employing the fuzzy screening technique and expert opinions in the field of art? Theoretical Foundations Ontological Transformation of the Concept of Audience; From Mass Passivity to Active Subjectivity The concept of the audience, throughout the history of communication theories, has transformed from a mere receiver to a central actor (Ghorbannezhad et al., 2024). In classical and linear perspectives, the audience was positioned at the end of the communication chain, playing a passive role in message reception. However, with the emergence of new paradigms, the audience is considered an active subject who selects and interprets the work based on their needs, cultural backgrounds, and lived experiences (Abdou, 2025). Audience-Centricity as a Strategic Paradigm in the Communications Age Audience-centricity, in its broadest sense, is not merely a marketing technique; rather, it is a philosophical paradigm whose core is the transition from “production-centricity” to “human-centricity.” This approach is based on the principle that true value lies not in the commodity or message itself, but in the experience and meaning created for the end-receiver (Hegen, 2017). Audience-Centricity in the Specialized Arena of Art; Aesthetic and Economic Layers In the realm of art, audience-centricity acquires deeper dimensions that distinguish it from other fields. This concept in art is analyzed at three levels: the aesthetic-philosophical level, which emphasizes the “semantic openness” of the work, allowing the audience to complete the work through their own interpretation (James, 2024); the communicative-experiential level, which focuses on the quality of interaction and the creation of inclusive pathways for understanding art, where participatory and interactive art transforms the audience’s presence into an essential element of the work (Kasiyan, 2019); and the economic-organizational level, which is shaped by new models such as “crowdfunding” and the “sharing economy,” turning the audience into a creative and material stakeholder of the work (Ersöz, 2015) Research Methodology The present research is philosophically based on the pragmatism paradigm, emphasizing the applicability of knowledge. This research is developmental in terms of its objective and exploratory-analytical in nature, conducted with a mixed-methods approach of the exploratory sequential type. In the first step, dedicated to identifying components (qualitative part), the qualitative content analysis method with an inductive approach was used to extract the components of audience-centricity. The statistical population for this section included all documents, scientific records, and research articles published in reputable domestic and international databases within the timeframe of 2015 to the present, addressing topics of audience and art. The sample consisted of 19 articles selected using purposive sampling. Data analysis was performed using NVIVO software through three stages of open, axial, and selective coding. In the second step, component screening (quantitative part), the aim was to refine the components identified within the specialized context of art, utilizing the fuzzy screening technique. The statistical population for this step comprised art experts, including university faculty members, distinguished artists, and senior cultural managers. A sample of 12 individuals was selected using snowball purposive sampling and analyzed via a researcher-made fuzzy screening questionnaire. The content validity of the questionnaire was reviewed by professors and 5 prominent experts (outside the main sample). Furthermore, for reliability in the fuzzy section, instead of Cronbach’s alpha, the method of agreement and consensus among expert groups was used. Research Findings A qualitative content analysis, through an in-depth study of 19 articles, resulted in the extraction of 39 initial open codes. These codes were key sentences, concepts, or phrases that directly or indirectly referred to dimensions of audience, interaction, technology, economy, or the future of art. In the axial coding stage, these 39 codes were categorized into 9 general themes based on semantic and conceptual similarities. The results of the fuzzy screening indicated that out of the initial 39 indicators, 11 components were selected as the “golden components” of audience-centricity in art. The three components “Investing in continuous learning and capability development,” “Respecting privacy and ethics in data usage,” and “Transparency in actions and communications” received the highest degree of importance from the experts. Additionally, the component “Personalization of product features” received the lowest level of importance, suggesting a different approach to audience-centricity in art compared to other fields. Discussion and Conclusion The findings of this study, beyond merely presenting a refined list of indicators, propose a profound paradigm shift in the philosophy of contemporary art: a transition from an instrumental view of the audience toward an “ontological co‑creation.” Within this emerging framework, the audience is neither a “target” for marketing nor even a simple “participant,” but becomes an inseparable component of the very being of the artwork. The fuzzy refinement of the initial 39 indicators into 11 golden indicators—ultimately distilled into three core criteria (“investment in continuous learning,” “data ethics and privacy,” and “transparency”)—outlines a roadmap in which the future of art is fundamentally tied to trust as its most valuable intangible asset. This implies that, in the artistic ecosystems of tomorrow, the success of an artwork will not be measured by the number of viewers or sales, but by the depth of the existential bond formed between the artwork and its audience within an ethical and transparent environment. While the results of this study reinforce and validate previous research, they also open new theoretical horizons. The alignment between the final fuzzy‑filtered components and the existing literature can be analyzed at three levels: First, the confirmation of foundational theories such as market orientation (Wut et al., 2026) and value co‑creation (Ranjan & Upadhyay, 2025). Indicators such as “understanding the needs and preferences of the target audience” and “designing for multisensory and immersive experiences” directly emphasize the need for systematic information gathering and the creation of unique experiences—fully consistent with Ersöz (2015) regarding participatory arts and the stimulation of the five senses. Second, the extension of these theories within the domain of art. For example, the finding of Bruen et al. (2025) regarding the influence of audience awareness of AI technologies on the valuation of artworks appears in this study as the highly significant indicator of “utilizing digital platforms and social media”—reflecting the acceptance of technology not merely as a tool, but as a component of the artwork’s ontology. Third, and most importantly, the study introduces innovative ethical‑strategic indicators. While domestic research (e.g., Fallah et al., 2023) emphasized “message source credibility” and “avoiding biased perspectives,” fuzzy screening in this research highlights indicators such as “investment in continuous learning,” “respect for privacy and ethical data use,” and “transparency in actions and communications” as golden priorities. These findings not only bridge gaps in previous fragmented case studies (such as Leow & Ch’ng, 2021 in virtual reality, or Mokhtari Dehkordi, 2023 in multimedia art), but—drawing on theories of the experience economy (Esagala & Ntale, 2026) and relationship marketing (Madruga et al., 2024)—provide a comprehensive and integrative framework applicable across all artistic fields. A key point is the strong alignment with Wald‑Fuhrmann et al. (2026) regarding the influence of performance formats on audience experience, as well as Zuo & Au’s (2026) theory of “media richness,” where the highly significant indicator “offering products/services through multiple channels (physical, online, hybrid)” reinforces the necessity of multi‑modal artistic engagement in the digital era. Thus, by combining qualitative content analysis with fuzzy logic, this study not only consolidates previously scattered elements into a coherent system but also advances beyond existing theories by introducing data‑driven ethics and continuous learning as foundational pillars of audience‑centricity—thereby offering a roadmap for transitioning from mass‑oriented art to trust‑oriented art in the future.

Original Article (Mixed) value creating

Presenting a Performance Evaluation Management Model for the Domestic Supply Chain Using a Hybrid DEMATEL and Analytic Network Process (ANP) Approach.

Pages 104-126

https://doi.org/10.22034/jnamm.2026.434343.1047

Ali Raeis Poor, Habib Kolahkaj

Abstract Abstract The purpose of this study is to present a performance evaluation management model for the internal supply chain applying a hybrid approach of DEMATEL and the Analytic Network Process (ANP). In terms of purpose, the research is applicable, and regarding data collection it is descriptive–survey in nature. The statistical population of the study consisted of 12 experts, including 5 members from the hospital’s internal logistics unit and 7 managers from Namazi Hospital. To determine the relationships among 13 indicators within the five main components of the hospital’s internal supply chain, the DEMATEL method was employed. These relationships were subsequently incorporated into the Analytic Network Process model, and the weights of the 13 indicators were calculated by Super Decisions software. The indicators were ranked as follows: performance of completing patient treatment through access to comprehensive treatment resources, delay‑free patient treatment performance, patient waiting time, service provider supply time, professional value‑added productivity, error‑free performance in patient safety, continuity of the clinical treatment supply process, reliability and accessibility of suppliers of healthcare service resources, communication with patients, overall logistics cost management in the clinical treatment supply chain, reliability of investment and growth and revenue of the clinical treatment process, improvement of hospital staff skills to prevent errors, and development of organizational culture. The results of this study indicated that the hospital’s internal supply chain has a positive, direct, and significant impact on improving hospital performance. The findings of this research can be highly useful for optimizing managerial practices and supporting effective decision‑making among hospital managers and administrators. Introduction Supply chain management refers to the coordination and management of a complex network of activities aimed at delivering the final product to the end consumer or customer. It is a critical function in business operations and includes processes such as the procurement of raw materials, manufacturing and assembly of products, order registration and tracking, distribution through various channels, and ultimately delivery to customers. The structure of a company’s supply chain consists of external suppliers, internal organizational operations, external distributors, and customers (Glavas et al., 2018). Compared with traditional management approaches that focus on managing individual members separately, supply chain management emphasizes managing relationships and seeks solutions to reduce supply, production, and distribution cycles while increasing flexibility and responsiveness. This approach aims to improve existing processes and facilitate the development of new products capable of meeting continuously changing customer demands. To achieve this, organizations need to adopt and implement supply chain technologies and information systems in order to reduce supply chain cycles and integrate their operational processes (Talaei & Ziaian, 2022). Christmann and Taylor (2012) state that exporting and selling to international customers are two primary drivers for improving firms’ environmental performance. When companies export their products, they often face environmental or “green” requirements, which can motivate manufacturing firms to implement supply chain management practices. In many countries, exporting products requires obtaining specific certifications demonstrating that the use of these products does not harm the sustainable development of the destination country. In addition, consumer pressure also encourages organizations to adopt supply chain management practices. The effects of drivers for implementing supply chain management can be evaluated through three dimensions of firm performance: environmental performance, operational performance, and economic performance (Zoogah, 2011). Environmental performance has become increasingly important for managers of manufacturing companies due to regulatory requirements, public awareness, and the pursuit of competitive advantage. Recent studies have provided insights into potential patterns of supply chain relationships that can enhance environmental performance. However, investment in such programs can be substantial, and the pressure for environmental investment may be high, while improvements in environmental performance resulting from the adoption of these practices are not always guaranteed (Kim et al., 2019). Therefore, considering the growing importance of environmental supply chains and the performance of internal supply chains, as well as the increasing attention these topics have received in recent years and their associated benefits, this study investigates the indicators affecting internal supply chain performance. Accordingly, the main research question addressed in this study is: **What is the model for managing the performance evaluation of the internal supply chain using a hybrid approach of DEMATEL and the Analytic Network Process (ANP)? Theoretical Framework The supply chain is an essential network within the business infrastructure significantly facilitating production and distribution processes in companies that market their products. This network plays a vital role in creating numerous employment and professional opportunities for many individuals (Zinati et al., 2025). Nouri et al. (2025) examined the impact of supply chain integration dimensions on new product innovation performance through supply chain agility in Pegah Pasteurized Milk Company in the northwest region of the country. The results of the study, using path analysis techniques, indicate that internal integration, customer integration, and supply chain integration have a significant effect on supply chain agility. Furthermore, supply chain agility, market knowledge, and product development significantly influence product innovation capability. In addition, internal integration, customer integration, and supply chain integration significantly affect product innovation capability through the mediating role of supply chain agility. Zinati et al. (2025) also investigated the design of a maturity model for the Fourth Industrial Revolution in the banking service supply chain and the development of digital banking using a grounded theory approach. According to the findings, the identified categories included ten categories in the causal conditions, seven categories as components of the core phenomenon, four categories related to contextual conditions, eleven categories in the strategies section, seven categories representing intervening conditions, and finally eight categories in the outcome section of the model. Research Methodology In terms of its objective, this research is applicable, and in terms of data collection, it is descriptive–survey in nature. The statistical population of the study consisted of 12 experts, including five specialists from the internal logistics unit of the hospital and seven managers from Namazi Hospital. Research Findings To determine the relationships among the 13 indicators of the five main components of the hospital’s internal supply chain, the DEMATEL method was employed. The identified relationships were then incorporated into the Analytic Network Process (ANP) model, and the weights of the 13 indicators were calculated by Super Decisions software. The ranking of the 13 indicators, in order of priority, was as follows: completion of patient treatment through full access to medical resources; on-time treatment performance without delay; patient waiting time; service provision time; professional value-added productivity; error-free performance in patient safety; continuity of the clinical treatment supply process; reliability and accessibility of medical service resources; communication with patients; overall logistics cost management in the clinical treatment supply chain; reliability of investment, growth, and revenue of the clinical treatment process; enhancement of hospital staff skills to prevent errors; and development of organizational culture. The results of this study indicate that the hospital’s internal supply chain has a positive, direct, and significant impact on improving hospital performance. The findings provide valuable insights for hospital managers and decision-makers in optimizing management practices and enhancing overall operational effectiveness. Conclusion The present study was conducted with the aim of proposing a model for performance evaluation management of the internal supply chain employing a hybrid approach of DEMATEL and the Analytic Network Process (ANP). The findings of this research are consistent with the results of previous studies conducted by Nouri et al. (2025), Zinati et al. (2025), Mirshekar et al. (2024), Alizadeh (2024), Mousavi (2023), Samiei et al. (2023), Amozadeh et al. (2023), Davoodi and Sazgari (2022), Haddadzadeh and Motwalian-Bafeghi (2022), Zhang et al. (2022), Jetton (2022), and Dachyar and Mahendra (2020). Nouri et al. (2025) investigated the impact of supply chain integration dimensions on new product innovation performance through supply chain agility in Pegah Pasteurized Milk Company in the northwest region of the country. The results, obtained using path analysis techniques, showed that internal integration, customer integration, and supply chain integration have significant effects on supply chain agility. Furthermore, supply chain agility, market knowledge, and product development significantly influence product innovation capability. In addition, internal integration, customer integration, and supply chain integration significantly affect product innovation capability through the mediating role of supply chain agility. Based on the findings of the present study, several recommendations are proposed. Since hospital supply chain processes must be aligned with clinical care processes and supporting processes, it is necessary to consider all these aspects of performance simultaneously within clinical care processes, process efficiency support, and patient safety. Priorities should be determined according to the calculated weights of the indicators. Identifying key performance aspects enables supply chain managers to focus on the most critical factors when seeking to improve hospital performance.

Original Article (Quantified) Marketing and Brand Strategy

Proposing a Model for the Typology of Consumer Behavior in Response to Packaging Messages in the Iraqi Market

Pages 127-155

https://doi.org/10.22034/jnamm.2026.578951.1262

Hasan Abdulrzzaq Abbood, Hossein Rahimi Kolour, Mohammad Bashokouh Ajirloo, Ghasem Zarei

Abstract Abstract The purpose of this study is to present a model for the typology of consumer behavior in response to packaging messages in the Iraqi market. In terms of purpose, this research is a developmental study; in terms of data collection, it is a survey; and in terms of nature, it is exploratory. The study was conducted quantitatively employing structural equation modeling (SEM). The statistical population consisted of managers, owners, marketing and production managers, as well as customers of these products in Iraq. Based on Cochran’s formula, a sample size of 476 participants was selected through simple random sampling. Data were collected by a questionnaire. Data analysis was performed by SPSS 27 and SmartPLS 4.0 software. The findings indicated that packaging color has a significant effect on environmental awareness, packaging retention, social influence, and packaging value choice. Environmental awareness also affects social influence and packaging value choice. Furthermore, packaging imagery influences packaging value choice, while packaging retention also has a significant effect on packaging value choice. In addition, quick information scanning influences environmental awareness, packaging retention, social influence, and packaging value choice. Information-seeking behavior also affects packaging value choice, and social influence has a significant impact on packaging value choice. Introduction The dynamic and highly competitive conditions of today’s business environment have compelled companies to differentiate their products from those of their competitors. A fundamental element of this environmental instability is consumers, who have become significantly different from the past and increasingly seek personal development within their social environment. Changes in lifestyle and the expansion of individual skills among the general public have raised the level of awareness regarding the content and characteristics of consumer goods. Consequently, companies can successfully sell products only when they properly understand and respond to changes in consumer behavior (Yokokawa et al., 2021). Packaging is considered the outermost layer of a product, and consumers often evaluate both the product and its contents based on it. If the packaging aligns with their needs and behavioral preferences, they are more likely to make a purchase (Shukla et al., 2022). Packaging is one of the essential elements of a product and refers to the container that comes into direct contact with the product, holds and protects it, provides relevant information about it, and facilitates transportation and commercialization (Afif et al., 2022). Industry analysts suggest that the visual attractiveness of packaging design plays a crucial role in influencing customer decision‑making at the retail level. Brands typically have only about seven seconds to create a positive impression before customers move on to the next option. As retailers increasingly recognize the impact of point‑of‑purchase decisions, they invest heavily in packaging design (Shukla et al., 2022). Studies indicate that consumers have certain expectations of successful packaging that contribute to its sustainable competitiveness compared with rival products and its survival in the turbulent market environment (Habib et al., 2023; Dilucia et al., 2020). A careful analysis of these studies suggests that customer expectations and behaviors when encountering packaging can be categorized into two main groups: technical and environmental criteria. Technical criteria relate to the physical, mechanical, chemical, or biological properties of packaging and the product itself. These include dimensions, weight, strength, durability, compatibility, stability, permeability, biodegradability, and similar attributes. Environmental criteria, on the other hand, concern the impact and interaction of packaging and products with the natural and social environment. These include energy consumption, greenhouse gas emissions, waste generation, recycling potential, toxicity, safety, and regulatory compliance. In other words, consumers increasingly demand packaging that is sustainable and friendly to both human health and the environment. In response to these expectations, companies often conduct packaging tests and evaluations to ensure that their products meet these requirements. Accordingly, the present study seeks to answer the following research question: What is the appropriate model for the typology of consumer behavior in response to packaging messages in the Iraqi market? Theoretical Framework Product Packaging Packaging, often described as a silent salesperson, represents the final and frequently the most critical point of contact between a brand and a potential consumer before a purchase decision is made. It serves as the container of brand identity, a canvas for communicating brand promises, and a tangible interface within the otherwise intangible world of marketing messages. Through its visual and informational elements, packaging conveys product characteristics and brand values while simultaneously shaping consumer perceptions. While marketing literature is rich with studies examining the influence of individual packaging elements—such as color, typography, or material—on consumer perception and purchase intention, a significant gap remains in understanding how consumers respond to the holistic gestalt of packaging as distinct behavioral types (Moniri Moghadam, 2022). In other words, most existing studies focus on isolated design components, whereas fewer investigations explore how the combined set of packaging messages collectively influences different patterns of consumer behavior. Consumer Behavior Consumer behavior refers to the decisions made by consumers regarding the consumption and use of goods, services, time, and ideas by human decision‑making units. Therefore, entrepreneurs and businesses must identify the goods and services that consumers need. In particular, firms should focus on understanding the actions consumers take when purchasing products and the factors that influence their buying and consumption behavior. Several key factors affect consumer behavior, including cultural, social, personal, and psychological factors (Baskabadi & Rasti, 2021). Dhawan and Garga (2025) examined the influence of demographic variables on consumer preferences for purchasing electronic products through online and offline channels. Their findings indicate that younger consumers with higher disposable incomes tend to prefer online shopping, whereas older individuals and lower‑income groups rely more on offline retail stores. Furthermore, factors such as trust, convenience of purchase, pricing, product variety, and product information play significant roles in shaping consumer choices. The study highlights the importance for businesses to adopt a multichannel strategy that integrates the strengths of both online and offline platforms. Marketers can utilize these insights to design targeted campaigns, improve customer experience, and enhance consumer engagement. Amirhosseini and Najafi (2025) investigated the impact of packaging elements of Donic sports products on consumers’ purchasing behavior. The results showed that packaging materials and packaging design significantly influence the post‑purchase behavior of consumers of Donic sports products, explaining approximately 7 percent of the variance in consumers’ pre‑purchase behavior. Research Methodology In terms of purpose, this study is developmental; in terms of data collection, it adopts a survey method; and in terms of nature, it is exploratory. The research was conducted by a quantitative approach and structural equation modeling (SEM). The statistical population consisted of managers, owners, marketing and production managers, as well as customers of these products in Iraq. Using Cochran’s formula, a sample size of 476 participants was determined and selected through simple random sampling. The primary instrument for data collection was a questionnaire. Research Findings Data analysis was conducted by SPSS 27 and SmartPLS 4.0 software. The results of the structural equation modeling indicated several significant relationships among the study variables. The findings revealed that packaging color has a significant effect on environmental awareness, packaging retention, social influence, and packaging value choice. Additionally, environmental awareness significantly influences both social influence and packaging value choice. The results further showed that packaging imagery has a significant impact on packaging value choice, and packaging retention also significantly affects packaging value choice. Moreover, quick information scanning significantly influences environmental awareness, packaging retention, social influence, and packaging value choice. In addition, information‑seeking behavior has a significant effect on packaging value choice, and social influence itself significantly affects packaging value choice. Overall, the findings highlight that both visual and informational packaging cues, along with cognitive and social factors, play a crucial role in shaping consumers’ packaging value selection in the Iraqi market. Conclusion The present study aimed to propose a model for the typology of consumer behavior in response to packaging messages in the Iraqi market. The findings of this study are consistent with the results reported by Premendra (2024), Su and Wang (2024), Hallez et al. (2023), Ketelsen et al. (2020), Mahmoud et al. (2022), Liu et al. (2025), Charif Hamdar (2018), Oloyede and Lignou (2021), Boz et al. (2020), Zhang et al. (2023), Chirilli et al. (2022), Mokha (2018), Nguyen et al. (2020), Herbes et al. (2020), Seo and Scammon (2017), Zhao et al. (2021), Liang et al. (2024), and Miao et al. (2025). Premendra (2024) demonstrated that packaging color, particularly when influenced by children’s preferences, can affect parents’ purchasing decisions, illustrating a form of family‑based social influence. Based on the findings of this study, the following recommendation is proposed: managers should avoid overloading packaging with dense textual information that requires active investigation by consumers. Instead, resources should be focused on visual and easily scannable cues, which can simplify consumer decision‑making while also reducing printing costs and maintaining effectiveness in fast‑paced retail environments.

Original Article (Qualitative) Marketing Management

Presenting a Qualitative Model of New Banking Service Innovation Based on Customer Knowledge Managemen

Pages 156-183

https://doi.org/10.22034/jnamm.2026.578785.1261

Najmeh Daneshfar, mehdi Rouholamini, Azadeh Kiapour, Shiba masoumi

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

Original Article (Mixed) Marketing and Brand Strategy

Analyzing and Localizing Brand Authenticity Components in the Healthcare Industry

Pages 184-203

https://doi.org/10.22034/jnamm.2026.569720.1251

Parisa Imani, Shahnaz Nayebzadeh, Seyed Hasan Hatami Nesab

Abstract Abstract The purpose of this research is to present a localized model for brand authenticity in the healthcare industry. Initially, through a systematic literature review and qualitative content analysis using NVIVO software, 15 main factors of brand authenticity were identified in this study. In the next step, these components were localized for the Iranian healthcare services context using the Delphi method and surveying academic and industry experts (including 12 individuals), resulting in the extraction of 12 final factors (including transparency and honesty, brand heritage, existential authenticity, and brand social responsibility). The findings indicate that consistency between the stated values and the actual performance of healthcare organizations is the primary basis for the perception of authenticity in the minds of patients. This research, by focusing on the localized components, provides a scientific framework for managers of organizations active in the health sector to foster patient network trust and enhance the quality of the treatment experience by fundamentally shifting decision-making from an intuitive state. Introduction In the last decade, the healthcare industry has faced fundamental changes in how it interacts with stakeholders. Today’s patient is no longer a passive consumer; rather, through digital media and online feedback, they actively participate in evaluating healthcare services (Araújo et al., 2025). This transformation has paved the way for the emergence of “brand authenticity,” a construct referring to the patient’s perception of the healthcare organization’s honesty, transparency, and alignment between its stated values and reality (Apriyana et al., 2024). The necessity of studying brands active in the healthcare industry stems from the fact that brand authenticity in this sector is shaped by factors that are objective, behavioral, and observable. These factors rely more on the brand’s actual conduct, credible backing, and direct interaction with patients rather than on symbolism, claims, or historical narratives (Farzinmehr et al., 2025). Such a model indicates that patient trust is formed when a brand can demonstrate its authenticity in practice, not merely in discourse or mental imagery. Furthermore, in high-risk service environments like healthcare, patient trust is not only a prerequisite for treatment but also a key variable in the quality of the patient experience (Ghaffar et al., 2025). Despite the importance of this construct, scientific research on the precise role of brand authenticity in the healthcare industry is limited and scattered. Many managers, due to the lack of a localized framework, operate based on intuitive perceptions. This research seeks to answer the main questions: What are the scientifically-based factors of brand authenticity? And which of these factors, with an emphasis on trust-building, should be prioritized in the healthcare industry? Theoretical Foundations Brand Authenticity In contemporary marketing literature, brand authenticity is defined as a psychological and strategic construct that extends beyond the technical quality of services. This concept pertains to stakeholders’ perceptions of the alignment between the brand’s declared values and the organization’s actual behaviors (Hyun et al., 2024). Authenticity, in its true sense, means being genuine, honest, and avoiding hypocrisy. It is achieved when a brand exhibits consistent performance over time and adheres to its promises. This characteristic imbues brands with a unique identity that is inimitable (Dedeoğlu et al., 2019; Crisci, 2024). Customer Trust Trust, as a key construct in relationship marketing, reflects the sense of security a consumer experiences when interacting with a product or service (Bae & Kim, 2023). This construct is formed on the perception that the brand is reliable and responsible for the customer’s interests and well-being. In essence, trust is a form of consumer belief and reassurance that they will be served in the long term to meet their needs and interests, acting as a lever of credibility for repeat purchases (Bhattacharjee, 2025). In a study by Deng et al. (2025) titled “Exploring the Role of Brand Authenticity on Customer Loyalty in Sport Brands,” it was found that all dimensions of brand authenticity (real-to-ideal, real-to-reality, and real-to-self) have significant positive effects on brand attachment, trust, and loyalty. In research conducted by Anubha & Roy (2025) titled “Explaining the Role of Consumer-Perceived Brand Authenticity in the Context of Masstige Brands,” findings indicated that all three dimensions of authenticity (including brand heritage, commitment to quality, and sincerity) influence customer purchase intention through the mediating variable of trust. In a study by Kim et al. (2021) titled “Examining Consumer-Based Brand Authenticity in the South Korean Coffee Shop Market,” it was found that the dimensions of commitment to quality, heritage, and sincerity have significant impacts on brand credibility, ultimately leading to strengthened brand loyalty. Another study titled “Investigating the Impact of Green Brand Storytelling on Authenticity and Trust” was conducted by Huang & Guo (2021). The results showed that rhetorical strategies (such as symbolism) enhance narrative immersion, which in turn positively influences perceived brand authenticity and trust in the brand. Research Methodology Regarding its research philosophy, this study is situated within the pragmatic paradigm, which relies on a subjectivist approach. In terms of objectives, this research is developmental with an inductive approach; and in its nature, it is considered an exploratory-analytical study. From a methodological perspective, this paper employs a mixed-methods research design, utilizing a qualitative content analysis strategy to identify factors, and the Delphi technique for the localization of these components. The statistical population for this study is defined in two parts. The first part comprises articles related to brand authenticity. For the second part, intended for localization, the population included industry experts and academic faculty members with over 15 years of experience, possessing expertise in the core concepts of the research, as well as a history of publishing interdisciplinary research in business and healthcare; 12 of whom were selected by purposive sampling. Qualitative content analysis was conducted using open and axial coding in NVIVO 12 software, while the Delphi data analysis, including the calculation of means and the assessment of consensus, was performed using Excel. Research Findings The findings of this study led to the identification of 15 initial factors, which were ultimately localized and finalized into 12 key factors influencing brand authenticity within the context of Iran’s healthcare industry. These factors include transparency and sincerity, uniqueness, brand authenticity protection, adherence and commitment to customers, brand distinctiveness, alignment with brand identity, existential authenticity, sustainability and corporate social responsibility (CSR), enduring brand heritage, core brand values, rich background and history, and strategic participation and engagement with customers. Discussion and Conclusion The results indicate that in the healthcare industry, brand authenticity is not merely a marketing construct, but an ethical and strategic foundation for building networked trust and improving the treatment experience. Organizations that successfully embed these components into their identity and operations can, under current complex conditions (including sanctions and international limitations), foster domestic trust, serve as an effective substitute for foreign brands, and achieve a sustainable competitive advantage. This is consistent with studies by Anubha & Roy (2025), and the brand heritage component is also emphasized in the study by Kim et al. (2021). Furthermore, the results of this research underscore the importance of transparency as a dimension of brand authenticity in building patient trust; the study by Dehghan et al. (2022), consistent with our findings, emphasizes the role of transparency and brand storytelling in strengthening authenticity. The path of this study—redefining the position of brand authenticity and establishing it as the cornerstone of patient trust—elevates the trust-oriented perspective from the level of individual interactions (physician-patient) to the level of identity and macro-behavior of healthcare organizations. Specifically, this research highlights components such as uniqueness, commitment to customers, brand distinctiveness, and customer engagement, which have received less attention in other studies, as constituent elements of brand authenticity in this industry. Existential authenticity refers to the internal authenticity of a brand, reflecting a commitment to its unique essence and origin. This factor is vital in creating deep and lasting trust in patients, as the brand must consistently and genuinely demonstrate and defend its values. Behavioral consistency, another component emphasized in this study, refers to the degree of harmony, continuity, and integrity of a brand’s behaviors, decisions, and actions over time and across all touchpoints with stakeholders. This concept indicates the extent to which a brand acts in accordance with its stated identity, values, and promises without experiencing fluctuations or behavioral contradictions. This factor serves as a powerful tool for increasing brand credibility in patients’ minds, particularly in therapeutic contexts where a high level of patient trust is required. Based on these findings, the following recommendations are provided to managers of organizations active in the healthcare industry: Developing a Charter of Transparency and Sincerity: Healthcare organizations should formalize and implement an official charter based on transparency in treatment, financial, and communication processes. Publishing periodic performance reports and patient feedback can be an effective step toward increasing public trust. Developing Brand Identity Based on Authentic Values: Managers should institutionalize brand authenticity in patients’ minds by redefining their brand identity based on core values (e.g., social responsibility, commitment to quality, and organizational heritage) and aligning all communications and services with this identity. Creating Strategic Engagement Mechanisms with Patients: Designing digital and in-person platforms for active patient participation in treatment decisions and service improvement can increase the sense of belonging and trust. Training and Empowering Human Resources: As brand ambassadors, employees must receive continuous training in professional ethics, transparent communication, and behavior based on authenticity. Utilizing Authentic Narrative and Storytelling: Utilizing real, human-centric narratives regarding the organization’s history, treatment successes, and social initiatives can strengthen the perception of brand authenticity. Continuous Monitoring and Evaluation of Authenticity Indicators: Establishing a periodic monitoring system based on the 12 identified factors and gathering feedback from patients and stakeholders will assist managers in continuous improvement. Turning Brand Authenticity into a National Competitive Advantage: At the macro level, policymakers can help differentiate and elevate the status of domestic providers by introducing authenticity-based accreditation marks (e.g., “Authentic Health Brand”).

Original Article (Mixed) Human resource management in business management

Designing an Optimal Model for the Symbiosis of Artificial Intelligence and Human Capital in the Provision of Urban Services

https://doi.org/10.22034/jnamm.2026.579081.1268

Allah Bakhsh Khashi, VAhid Pourshahabi

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

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Original Article (Qualitative) Marketing Management

Designing a Grounded Model of the Social Acceptance of Smart Home Technology among Iraqi Consumers

https://doi.org/10.22034/jnamm.2026.578973.1265

Abdullah Abdulkareem Abbas Al-saadi, Ghasem Zarei, Mohammad Bashekouh Ajirloo, Naser Seifollahi

Abstract The present study aims to develop a grounded model of the social acceptance of smart home technology among Iraqi consumers. This research was conducted within the framework of an interpretive paradigm using a qualitative approach. The study population consisted of 15 experts in smart home technology and university scholars specializing in marketing, who were selected through the snowball sampling technique and participated in semi‑structured interviews.Data were collected through semi‑structured interviews and analyzed using the latent content analysis technique with MAXQDA 2024 software. The analysis process was carried out in three stages: open coding, axial coding, and selective coding.The findings led to the identification of several key categories, including smart home technology acceptance, perceived trust and security, lifestyle integration behaviors, economic decision‑making, and responses to social influence, from which seven main and novel hypotheses were derived. The results also indicate that the core category, “social acceptance of smart home technology,” represents a multidimensional construct influenced by cognitive, social, and innovative dimensions.

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Original Article (Qualitative) Human resource management in business management

Designing a Data‑Driven Human Resource Management System Implementation Model Using Digital and Intelligent Tools

https://doi.org/10.22034/jnamm.2026.498298.1065

mahdi khodaparast, Maryam Kourehand

Abstract The aim of this study is to design a model for the implementation of a data‑driven human resource system using digital and intelligent tools. In terms of purpose, the study is fundamental, and in terms of methodology, it adopts a qualitative approach. The research population consisted of 15 experts and academic specialists, including university faculty members and managers of the Blood Transfusion Organization, who were selected through purposive and theoretical (judgmental) sampling. Data were collected through semi‑structured interviews. The collected data were analyzed using MAXQDA software.The results showed that through axial coding, 44 initial codes were organized into 22 axial codes, representing the key concepts and structural dimensions of a data‑driven human resource system. A comprehensive examination of the factors influencing the implementation of a data‑driven human resource system using digital and intelligent tools indicates that this process represents a multidimensional and strategic transformation that requires simultaneous attention to a set of causal factors (five dimensions), contextual factors (four dimensions), intervening conditions (four dimensions), strategies (four dimensions), and consequences (four dimensions).By presenting an integrated and data‑driven model, this study highlights the role of digital and intelligent tools in improving human resource processes and strategic decision‑making, and provides valuable theoretical and practical guidance for organizations pursuing digital transformation.

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Original Article (Qualitative) Business financial and economic management

Identification of the Dimensions and Components of a FinTech‑Based Service Delivery Model with a Customer‑Centric Approach in the Iranian Banking System

https://doi.org/10.22034/jnamm.2026.579719.1276

Mohadeseh Jafari Majd, Mohammad Malekinia

Abstract This applied-developmental study aimed to identify the dimensions and constitutive elements of a fintech-based service delivery model, anchored in a customer-centric approach within the Iranian banking sector. Utilizing a qualitative methodological framework, data were collected through a comprehensive literature review and semi-structured interviews with purposefully selected banking executives until theoretical saturation was achieved. The collected data were processed through thematic coding and analysis using MAXQDA 2020. The findings indicate that the proposed model comprises five core dimensions: Technological Infrastructure and Capabilities (digital infrastructure, emerging financial technologies, cybersecurity and privacy, and technological integration); Customer Centricity (customer insight, customer experience, service personalization, and customer engagement); Digital Financial Services (diversity of fintech services and innovative tools, digital service quality, service accessibility, and financial service innovation); Banking Structure and Management (digital transformation strategy, organizational innovation culture, social responsibility, and banking sustainability); and the Institutional and Regulatory Environment (fintech laws and regulations, supervision and regulation, and institutional support).

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Original Article (Mixed) Marketing and Brand Strategy

Presenting a Framework for Implementing AI‑Based Demand‑Driven Business Intelligence in the Apparel Industry

https://doi.org/10.22034/jnamm.2026.581635.1288

Samaneh Khatti, Hasan Mehrmanesh, Mahmoud Mohammadi

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

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Original Article (Quantified) Human resource management

Structural Modeling of the Effect of Green Human Resource Management on Green Behavior with the Mediating Role of Environmental Awareness and the Moderating Role of Managers’ Green Commitment

https://doi.org/10.22034/jnamm.2026.582536.1295

Mahboubeh Rahat Dahmardeh, Mostafa Taheri, Mahdie Taboli

Abstract This study aims to investigate the impact of Green Human Resource Management (GHRM) on green behavior, considering the mediating role of environmental awareness and the moderating role of managers’ green commitment within the food industries of Zahedan. In terms of purpose, the research is applied; in terms of execution, it is quantitative; and in its nature and method, it is descriptive-correlational. Data were collected using standardized questionnaires based on a 5-point Likert scale. Content validity was confirmed by experts, and reliability was assessed using Cronbach’s alpha and Composite Reliability (CR). Furthermore, construct validity was evaluated through three methods: structural validity (outer model), convergent validity (AVE), and discriminant validity. The AVE value for all variables was estimated to be greater than 0.5.Data analysis was performed using SPSS and SmartPLS 3 software. The results of Structural Equation Modeling (SEM) indicated that green human resource management, environmental awareness, and managers’ green commitment all play a significant role in reinforcing employees’ green behaviors and advancing the organization’s environmental goals. Additionally, environmental awareness as a mediator and managers’ commitment as a moderator facilitate and strengthen the path toward institutionalizing eco-friendly behaviors and adopting a sustainable professional lifestyle.

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Original Article (Qualitative) Business Management

Presenting a Model for Providing Sustainable Financial Resources to Iranian Sports Federations

https://doi.org/10.22034/jnamm.2026.564591.1224

farzin lotfpoori, samira aliabadi, Korosh Veisi

Abstract The aim of this study is to present a model for sustainable financial resource provision in Iranian sports federations. This research was conducted qualitatively using the grounded theory approach. The statistical population consisted of 17 experts in the field of sports management and the management of sports federations. A semi‑structured interview was used as the data collection tool. Grounded theory was employed for collecting and analyzing the data. Data analysis was carried out in three stages: open coding, axial coding, and selective coding. MAXQDA 24 software was used for data analysis.The findings indicated that sustainable financial resource provision in Iranian sports federations, as the core phenomenon, is influenced by factors such as dependency on government budgets, lack of stable financial resources, and pressure from regional and global competitions, all of which emerge within a context shaped by economic constraints, managerial weaknesses, and infrastructural challenges. Factors such as government policies, the role of media, and organizational capabilities moderate the intensity and direction of these efforts. To overcome these challenges, strategies such as diversifying financial resources, commercializing sports, and strengthening federation branding are essential. Successful implementation of these strategies leads to outcomes such as financial independence, infrastructure development, and enhanced competitiveness of sports federations, ultimately ensuring the sustainable growth of sports in the country.

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Original Article (Qualitative) Human resource management

Designing a Dynamic Model of Green Human Resource Management in Organizations

Articles in Press, Accepted Manuscript, Available Online from 23 August 2026

https://doi.org/10.22034/jnamm.2026.582225.1291

Ali‑Akbar Hosseinnia Miri, Jamshid Salar

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.

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Original Article (Quantified) Marketing Management

Augmented Reality Features and Customer Behavior: The Role of Customer Engagement

Articles in Press, Accepted Manuscript, Available Online from 21 September 2026

https://doi.org/10.22034/jnamm.2026.582165.1296

Mohammad Mahmoudi Maymand, Hossein Tebyaniyan, Saeed Arezoomand

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

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Original Article (Qualitative) Strategic Management

Leveling the Factors of Strategic Compliance Based on the Development of Interactive Behaviors

Articles in Press, Accepted Manuscript, Available Online from 21 September 2026

https://doi.org/10.22034/jnamm.2026.583034.1302

Ali Pooyanfard, Zahra Moghimi, Abolfazl Danaei

Abstract The present study was conducted with the aim of leveling the factors of strategic compliance based on the development of interactive behaviors in the Tax Administration Organization. The research methodology is qualitative, employing the Interpretive Structural Modeling (ISM) approach. The research population consisted of 21 managers and experts from the country’s Tax Administration, selected through purposive sampling and the data saturation technique. Data were collected using a researcher-made questionnaire on strategic compliance based on the development of interactive behaviors and analyzed using Interpretive Structural Modeling and MICMAC analysis. The results indicated that 16 factors—namely, transformational leadership, behavioral competencies, tax education, transparency, taxpayer satisfaction, incentives, mutual understanding, penalties, electronic services, system legitimacy, supervision, bilateral interaction, trust, justice, belief in government, and civic participation—influence strategic compliance based on the development of interactive behaviors. Based on the Interpretive Structural Modeling, these factors are categorized into three levels: independent (key) variables, linkage variables, and dependent variables. The variables of “supervision” and “incentives” were identified as independent and key variables, possessing the least influence and the highest dependence compared to the variables at other levels of the model.

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Original Article (Mixed) Other topics related to business management, entrepreneurship, and marketing

Analysis of an Organizational Policy Model Based on Corporate Social Responsibility in the National Iranian South Oil Company

Articles in Press, Accepted Manuscript, Available Online from 21 September 2026

https://doi.org/10.22034/jnamm.2026.555464.1188

Mohammadali Nikbakhsh, Ali Bahrekan, Mojtaba Hayati, Saeid Bazouei

Abstract The aim of the present study is to analyze an organizational policy model based on corporate social responsibility in oil‑rich regions companies. In terms of its objective, the research is basic–applied, and in terms of its implementation method, it employs an exploratory mixed-method approach (qualitative–quantitative).The statistical population in the qualitative section consisted of 14 managers and experts in the field of social policy-making and corporate social responsibility, including faculty members and managers of oil‑rich regions companies, who were selected purposively. In the quantitative section, the statistical population included 191 managers and experts of the National Iranian Copper Industries Company who were knowledgeable in the field of corporate social responsibility and were selected through simple random sampling.Data collection tools included semi‑structured interviews in the qualitative phase and a researcher‑made questionnaire in the quantitative phase. For data analysis, the qualitative data were analyzed using the grounded theory method with NVivo version 11, while in the quantitative phase SPSS and PLS software were used.The results of the qualitative phase indicated that the extracted concepts consisted of 89 open codes, 30 axial codes, and 15 selective codes, which together form the model of social policies based on corporate social responsibility in the National Iranian Copper Industries Company.The results of the quantitative phase showed that the causal conditions of the CSR‑based social policy implementation model, contextual factors influencing the model, intervening conditions of CSR‑based social policies, consequences of the CSR‑based social policy model, and strategies of CSR‑based social policies constitute the core categories forming the model of social policies based on corporate social responsibility.

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Original Article (Quantified) Marketing and Brand Strategy

The impact of social media communication on brand equity with mediating role of e-WOM and moderaing role of product involvement

Articles in Press, Accepted Manuscript, Available Online from 21 September 2026

https://doi.org/10.22034/jnamm.2026.584405.1310

Mohammad mahdi Dehghani tafti, Alireza Moghaddasi

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.

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A review of supply chain performance evaluation models - case study: Iranian auto parts supply chain

Volume 1, Issue 1, March 2023, Pages 99-108

https://doi.org/10.22034/jnamm.2023.423043.1020

Fatemeh saghafi, Massoud Rezaei, Mohammad Mehdi Rezaei

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.

The Impact of Customer Experience of Artificial Intelligence on Customer E-satisfaction, Customer Trust in Online Shopping, and Customer Online Purchase Intention in the Insurance Industry

Volume 3, Issue 4, Winter 2025, Pages 1-21

https://doi.org/10.22034/jnamm.2025.490323.1062

seyyedmojtaba mirfazli, Haniyeh Taghizadeh Fashkche, Neda Mohammadpour Khabazi, hassan gharibi

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.

The effect of artificial intelligence technology on the development of entrepreneurship with the mediating role of entrepreneurship education

Volume 3, Issue 1, Spring 2024, Pages 86-105

https://doi.org/10.22034/jnamm.2024.454730.1052

rasol mohamadi, seyed reza mousavi fard, bijan rezaee, mahdi hosseinpour

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.

business management

Factors affecting the adoption of artificial intelligence in e-commerce by small and medium-sized enterprises

Volume 4, Issue 1, Spring 2025, Pages 62-83

https://doi.org/10.22034/jnamm.2025.500793.1067

Keyhaneh Karimi, Elaheh Mahmoodi Ranani

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.

Marketing Management

Improving employee performance through internal marketing and organizational learning: The mediating role of organizational innovation

Volume 4, Issue 1, Spring 2025, Pages 1-21

https://doi.org/10.22034/jnamm.2025.524617.1093

neda zarin negar, Mohsen Najafi, fattaneh Hosseinzadeh bajgiran

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

Identifying factors affecting sustainable consumption: a hybrid approach

Volume 1, Issue 1, March 2023, Pages 1-19

https://doi.org/10.22034/jnamm.2023.383330.1001

Kobra Sadeghi Dezaki, Abdol-Qayyum Azmoodeh Rad, siyavosh alirezaei

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.

Managing the Adoption of Business Intelligence in Human Resources Based on Soft Systems Methodologies and Systems Dynamics

Volume 2, Issue 2, March 2024, Pages 1-23

https://doi.org/10.22034/jnamm.2023.419498.1016

Maryam Ebrahimi, Behnoush Jovari, Sayyed Kamran Yeganegi

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

Marketing Management

Health tourism destination branding in medical centers

Volume 4, Issue 1, Spring 2025, Pages 47-61

https://doi.org/10.22034/jnamm.2024.435082.1048

Seyed Mohammad Rastegari, Shahnaz Nayebzadeh, Kambiz Heidarzadeh Hanzaee, Hamid Saeedi

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

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

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

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

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

Strategic destination branding
Infrastructure development
Health diplomacy initiatives

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

business management

Identifying and prioritizing factors affecting the development of IoT-based businesses

Volume 4, Issue 1, Spring 2025, Pages 106-126

https://doi.org/10.22034/jnamm.2025.528979.1097

Zahra Ghanbari gheshlaghi, bizhan rezaei, Yosef Mohammadifar

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.

Marketing Management

Designing an influencer marketing model based on the consumer behavior of mountaineering product buyers with a data-driven approach

Volume 4, Issue 1, Spring 2025, Pages 127-148

https://doi.org/10.22034/jnamm.2025.520031.1086

mahdi khodaparast, Peyman Emadi

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

business management

Investigating the effect of knowledge management strategy on reducing organizational trauma with respect to the mediating variable of emotional intelligence in small and medium-sized businesses

Volume 4, Issue 1, Spring 2025, Pages 149-171

https://doi.org/10.22034/jnamm.2025.522461.1090

mohammad naji

Abstract Abstract The present study was conducted with the aim of investigating the effect of knowledge management strategies for reducing organizational trauma with respect to the mediating variable of emotional intelligence in small and medium businesses in Anar County. This research is applicable in terms of its purpose, and descriptive in terms of its type and nature. The statistical population of this study includes 250 employees of small and medium businesses in Anar County. Due to the relative limitation of the statistical population, all its members were selected as a sample, and questionnaires were distributed and collected among them using the census method. To determine the validity of the questionnaires, the content validity ratio (CVR) and content validity index (CVI) were used. Finally, Cronbach's alpha coefficient was used to determine the reliability of the questionnaires. In order to examine the research hypotheses, structural equation modeling (SEM) through Smart PLS software was used. Based on the results, knowledge management strategy has a significant effect on reducing organizational trauma with respect to the mediator variable of emotional intelligence in small and medium-sized businesses. Introduction In organizations, knowledge management strategy and emotional intelligence are key factors for reducing organizational trauma. Organizational trauma refers to the negative effects of traumatic events on individual and organizational performance, which can lead to a decrease in employee trust and motivation. Knowledge management includes the processes of creating, collecting, and sharing knowledge that can lead to competitive advantage, and is divided into two types of explicit and tacit knowledge. Emotional intelligence is related to the ability to understand and manage one's own and others' emotions and can facilitate the improvement of personal relationships and employee resilience. Combining knowledge management strategies and strengthening emotional intelligence can create a healthier work environment and make employees more resilient to traumatic events (Moallemian & et al., 2021). In today's world, especially in small and medium-sized businesses, psychological pressures and organizational crises have increased, and organizational trauma can lead to reduced productivity and burnout. Knowledge management as a strategic approach can help reduce organizational trauma by facilitating the flow of information and enhancing learning. Also, emotional intelligence as a mediating factor can strengthen the effectiveness of knowledge management in reducing organizational trauma. This research focuses on small and medium-sized businesses and identifies effective mechanisms in reducing psychological harm, while also paying attention to the lack of studies in this field (ILO, 2023). The results of this research will not only help improve mental health and increase productivity in SMEs, but can also be a model for other organizations in dealing with crises and human knowledge management; in other words, researchers seek to answer the question: does knowledge management strategy have a significant effect on reducing organizational trauma with respect to the mediator variable of emotional intelligence in small and medium-sized businesses? Theoretical foundations Knowledge management Today, human life is influenced by cyberspace and new concepts such as knowledge-based society and knowledge management. The emergence of knowledge management as a response to organizational changes and knowledge-based jobs has led to flatter structures and reduced bureaucracy. These changes have necessitated the need for innovation and increased learning in organizations and have exacerbated the uncertainty of the business environment. Knowledge management is divided into two types of knowledge: Explicit knowledge: objective and expressible knowledge available in information systems, documents, and databases. Implicit knowledge: informal and experiential knowledge that is in the minds of individuals and is difficult to transfer (Behboudi & Sohrabi, 2019). Organizational trauma Organizational trauma theory addresses the trauma and emotional trauma that organizations experience. Similar to individual psychological trauma, this theory refers to the negative effects of frightening experiences on organizational performance and behavior (Abbasikhah & Behboudi, 2016). Spiegel (2008) defines trauma as a disorder in an individual’s control, and Corsini (2002) considers it the result of painful events that have lasting effects on the individual’s personality. Trauma can reduce an individual’s ability to cope with adverse situations and can lead to symptoms such as desensitization and decreased immunity (Kelly, 2014). Horman and Vivan (2017) define organizational trauma as dysfunctional changes in organizational behavioral patterns that can have negative effects on the development and identity of the organization (Venugopal, 2016). Failure to pay attention to this phenomenon can reduce the organization’s ability to deal with crises (Kleinberg, 2016). Organizational trauma theory is known as a framework for understanding stressors and providing effective solutions for their management (Rozensky et al., 2016). This phenomenon is especially common in service organizations and can create an atmosphere of despair and hopelessness in the organization. Employees in these organizations are affected by the situation, and their skills and motivation may be affected (Jirek, 2020). Emotional Intelligence As one of the key topics in psychology, intelligence includes traits and talents that are not directly observable. In 1958, Gardner proposed the theory of multiple intelligences, one of which is emotional intelligence (Kelishami et al., 2016). Mayer and Salovey defined emotional intelligence as the ability to recognize and manage one’s own and others’ emotions (Rezaei Dizgah et al., 2018). Research shows that emotional intelligence can predict mental health and lead to a positive outlook, optimism, and more stable social relationships (Dakal, 2016). Research Background Zhang and Zheng (2023) conducted a study entitled “Investigating how emotional intelligence affects knowledge management strategies and its impact on organizational resilience.” The results show that emotional intelligence can act as a mediator in improving knowledge management strategies. Mohammad and Ali (2022) conducted a study entitled Investigating the Effect of Knowledge Management Strategies on Reducing Organizational Trauma and the Mediating Role of Emotional Intelligence. The results indicate the importance of emotional intelligence in improving the positive effects of knowledge management. Research Methodology This study is "applicable" in terms of its purpose, and "descriptive" in terms of the method of data collection. The statistical population of this study included 250 employees of small and medium-sized businesses in Anar County. Given the relative limitations of the statistical population, all its members were selected as a sample and a questionnaire was distributed and collected among them using the census method. 8 items and 2 components (written knowledge management strategy, personal knowledge management strategy) were extracted from the Knowledge Management Strategy Questionnaire by Lopez-Nicolas and Merono-Cardin (2011);, 22 items and 5 components (goals, structure, technology, people, environment) from Organizational Trauma Questionnaire (Dihim and Dolati, 2017); and 28 items and 4 components (self-awareness, self-management, social awareness, relationship management) from Bradbury and Graves' (2004) Emotional Intelligence Questionnaire. Also, the Content Validity Ratio (CVR) and Content Validity Index (CVI) were utilized to determine the validity of the questionnaires. Finally, Cronbach's alpha coefficient was used to determine the reliability of the questionnaires. Structural equations were used to analyze the data and examine the relationships between variables. This method allows us to examine the direct and indirect effects of variables and identify more complex structures. The use of structural equations in this study helps to comprehensively and accurately analyze the relationships between knowledge management strategy, emotional intelligence, and organizational trauma. Findings There is a significant effect between knowledge management strategy on reducing organizational trauma with respect to the mediator variable of emotional intelligence in small and medium-sized businesses. The path coefficient of the variable between knowledge management strategy and organizational trauma in small and medium-sized businesses is -0.520, and the t-statistic is -4.902. The path coefficient of the variable between knowledge management strategy and emotional intelligence in small and medium-sized businesses is -0.968, and the t-statistic is -13.768. The path coefficient of the variable between emotional intelligence and organizational trauma in small and medium-sized businesses is -0.751, and the t-statistic is -6.445. Therefore, there is a significant effect between knowledge management strategy on reducing organizational trauma with respect to the mediating variable of emotional intelligence in small and medium-sized businesses. Discussion and Conclusion The main objective of this study was to investigate the effect of knowledge management strategies on reducing organizational trauma with respect to the mediating role of emotional intelligence in small and medium-sized businesses. The results of the main hypothesis showed that knowledge management strategies lead to an increase in the emotional intelligence of employees and, as a result, organizational trauma is reduced. These findings are consistent with the results of previous research of Moallemian et al. (2021) and Karimian Eqbal (2019), and emphasize the importance of knowledge management and emotional intelligence in reducing organizational trauma. Based on the studies conducted, it can be concluded that knowledge management strategies not only help reduce organizational trauma, but also play a positive role in strengthening the emotional intelligence of employees. These communications can help small and medium-sized business managers to improve organizational conditions and prevent the occurrence of organizational trauma by effectively applying these strategies. Knowledge management strategies include collecting, storing, and sharing information and knowledge in organizations. These strategies can help reduce organizational trauma because they increase the sense of security and trust in employees by creating a learning culture and improving internal communications. The results of this study are consistent with the results of Morris et al. (2021) and Johnson et al. (2021). Knowledge management strategies can help develop emotional intelligence in employees. By providing learning opportunities and sharing experiences, employees can strengthen their social and emotional skills. The results of this study are consistent with the results of Smith et al. (2020) and Nicholas et al. (2019). Emotional intelligence is known as a key factor in managing stress and coping with challenges. People with high emotional intelligence are better able to cope with organizational pressures and prevent organizational trauma. The results of this study are consistent with the research of Harris et al. (2020) and Garcia et al. (2019).

Explaining the Model of Brand Selection and Development with Emphasis on the Role of Positioning Strategy in Yek-o-Yek Food Industries Company

Volume 3, Issue 3, Autumn 2024, Pages 223-241

https://doi.org/10.22034/jnamm.2025.550702.1175

Ahmad Akhlaghi, Ahmad Ahmad Askari, Abdullah Naami, Alireza Rousta

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.