Designing a qualitative model for improving employee performance effectiveness based on cultural components in the digital age

Haji Fathali, Samin; Madani, Amirmohsen; Kavousi, Esmaeil; Goudarzi, Vida

doi:10.22034/jnamm.2026.549403.1163

Designing a qualitative model for improving employee performance effectiveness based on cultural components in the digital age

Document Type : Original Article (Qualitative)

Authors

Samin Haji Fathali ¹

Amirmohsen Madani ²

Esmaeil Kavousi ¹

Vida Goudarzi ³

¹ Department Cultural Management, Ki.C., Islamic Azad University , Kish , Iran.

² Department of Industrial Design, Yadegar Imam Khomeini Branch, Islamic Azad University, Tehran, Iran

³ Department of Archaeology, Eiezeh Branch, Islamic Azad University, Eiezeh, Iran

10.22034/jnamm.2026.549403.1163

Abstract

This study aims to design a model for enhancing employee performance effectiveness based on cultural components in the digital era at Melal E‑Commerce and Information Technology Company. The research adopts a qualitative approach within an interpretive paradigm and is conducted using a thematic analysis strategy.The statistical population consisted of 10 experts, including university professors in the field of management with at least ten years of relevant professional and academic experience and a deep understanding of the concept of enhancing employee performance effectiveness based on cultural components in the digital era at Melal E‑Commerce and Information Technology Company. The participants were selected through purposive sampling. Data were collected using semi‑structured interviews. The collected data were analyzed using thematic analysis.The findings of the study revealed six main themes: digital acceptance culture, ethical leadership style, organizational culture, cultural competence of employees and managers, cultural accountability of employees and managers, and cultural and psychological empowerment. In addition, 33 organizing themes were identified that influence the enhancement of employee performance effectiveness based on cultural components in the digital era at Melal E‑Commerce and Information Technology Company.The study provides a conceptual framework for developing a qualitative model to enhance employee performance effectiveness grounded in cultural components in the digital era within Melal E‑Commerce and Information Technology Company.

Keywords

Employee Performance Effectiveness

Cultural Components

Digital Era

Melal E‑Commerce and Information Technology Company

Subjects