Journal of New Approaches in Management and Marketing

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

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

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

Abstract Abstract The purpose of this research is to investigate the effect of entrepreneurial intention on the entrepreneurial behavior of students with regard to the modifying role of fear of failure and economic literacy. The current research is applicable in terms of purpose, quantitative in terms of approach, and of descriptive-correlative type. The statistical population of the research included all undergraduate students of Shahid Beheshti, Allameh Tabatabai, Tehran and Shaahed universities, 310 of whom were selected by random sampling. Data collection tools are five standard questionnaires: entrepreneurial intention (Linan and Chen, 2009), entrepreneurial behavior (Gire et al., 2020), independence, innovation and risk-taking (Bolton and Lin, 2011), fear of failure (Cacciotti et al., 2020), and economic literacy (Soratno et al., 2021). Also, data analysis was done using structural equation modeling and SmartPLS software. The results of the research showed that the variables of independence, innovation and risk-taking of students have a positive and significant effect on entrepreneurial intention. Also, entrepreneurial intention has a positive and significant effect on entrepreneurial behavior. The fear of failure variable has a negative adjustment of the relationship between intention and behavior, and the economic literacy variable has a positive adjustment on this relationship. The research findings show the important role of personality traits on entrepreneurial intention and the importance of the modifiers introduced to fill the gap between entrepreneurial intention and behavior. Extended Abstract Introduction Entrepreneurship is the most important economic activity in the economic development of a country; and entrepreneurs as economic factors, by promoting economic, technological, social and organizational development, have an important effect on economic revival (Bosma et al, 2018). Creativity, innovation and the ability to discover new opportunities are among the most obvious characteristics of entrepreneurs. Entrepreneurship is actually a kind of human action that occurs in the field of economic activity (Mahmoudi, 2023). Therefore, it is necessary to study and understand the underlying factors of entrepreneurial orientation, because entrepreneurship serves to increase the final efficiency of any economy (Gieure et al, 2020). Due to the complexity of the emergence of investment, many people who intend to start a business cannot direct it to entrepreneurial behavior and action. Also, researches show that entrepreneurial intention is often measured several months or even several years before measuring entrepreneurial behavior and actions (Kautonen et al., 2015; Meoli et al, 2020). Therefore, there is a time gap between intentions and actual behaviors, and the longer this gap is, the higher the probability of unforeseen events; and as a result, attitudes and primary intentions change (Schlaegel & Koenig, 2014). Therefore, to fill this gap, it is possible to define suitable modifiers between entrepreneurial intention and behavior (Song et al., 2014). In this research, two factors of fear of failure and economic literacy have been used as two modifiers. Economic literacy is related to understanding the basic concept of economics and its implementation on how people behave and make economic decisions (Nurjanah et al., 2018). In relation to entrepreneurial intention, economic literacy plays a role as a basic economic behavior to achieve a person's well-being and is essential in deciding economic and entrepreneurial activities (Rustantono et al., 2020). Fear of failure is a negative emotional reaction based on cognitive evaluation of the potential of failure in the context of uncertain and ambiguous entrepreneurial performance, which is one of the important factors in not taking the form of the entrepreneurial intention-behavior relationship (Cacciotti et al., 2020). Therefore, the researchers are trying to answer this question in the form of this research: what is the effect of entrepreneurial intention on the entrepreneurial behavior of students considering the role of the modifier of fear of failure and economic literacy? Theoretical literature Entrepreneurship Entrepreneurship is a dynamic process of creation, vision and change. This requires generating and implementing new ideas and solutions. In 1934, Schumpeter described entrepreneurship as a process of creative destruction (Tavakoli, 2013). In order to become an entrepreneur and start his own business, a person must go through a path that begins with the intention to do work, which as a mental state leads him to the end of the path, which is entrepreneurial action and behavior. In the meantime, he also faces challenges and problems that he must overcome with the help of knowledge, experiences, personality traits and external support. The relationship between entrepreneurial intention and entrepreneurial behavior Entrepreneurial behavior is the approximate result of entrepreneurs' entrepreneurial cognitions and emotions (Bird & Schjoedt, 2017). Entrepreneurial intentions are often used as a proxy for behavior. Therefore, most studies have only examined the nature and antecedents of entrepreneurial intention (Kong et al, 2020). However, startup intentions do not always translate into actual startup action, especially among students who have very limited experience of actual entrepreneurship (Meoli et al, 2020). Therefore, focusing solely on entrepreneurial intentions or using intentions as a proxy for action is a severe limitation for our insight into entrepreneurial action (Adam & Fayolle, 2015). In other words, business ventures are not completed if aspiring entrepreneurs do not take actual actions despite having intentions (VanGeldern et al, 2015). Fear of failure as a modifier Fear of failure is a negative affective reaction based on the cognitive evaluation of the potential of failure in the context of uncertain and ambiguous entrepreneurial performance. It is assumed that the movement from startup intention to actual entrepreneurial action has different vulnerability depending on the entrepreneur's high or low fear of failure (Cacciotti et al, 2020). Neneh & Dzomonda (2024) investigated the gap between entrepreneurial intention and behavior among students of South African universities. For this purpose, two factors of commitment and source of internal control were placed as modifiers in the relationship between intention and entrepreneurial behavior. The results showed that entrepreneurial intention is a decisive and significant factor for actual behavior. In addition, commitment and internal locus of control moderate the relationship between entrepreneurial intention and behavior. Duong & Vu (2023) based on the theory of planned behavior, investigated the relationship between entrepreneurial attitude and intention on entrepreneurial behavior. The research results showed that each of the factors of attitude towards entrepreneurship and entrepreneurial intention have a positive and significant effect on entrepreneurial behavior. Also, the combination of these two factors has a greater effect on entrepreneurship intention. Research methodology The current research is quantitative in terms of its approach, applicable in terms of its purpose, and descriptive-correlative in data collection and analysis. Data analysis was done using structural equation modeling and with the help of SmartPLS software. The statistical population of the research included all undergraduate students of commercial, industrial and financial trends in the field of management of Shahid Beheshti, Allameh Tabatabai, Tehran and Shaahed universities. The sample size was estimated to be at least 291 people using Cochran's formula, and to be sure, a sample of 310 people was determined and selected by simple random sampling. The questionnaire was considered as a data collection tool, which was distributed after determining its validity and reliability. The questionnaire included 34 questions related to the main research variables, which were tested for reliability and validity after preliminary distribution. To evaluate the reliability of the research structures, the composite reliability criterion and Cronbach's alpha coefficient were used, and the structures were approved. To check the reliability of the questionnaire, Cronbach's alpha method and composite reliability were used and confirmed. Confirmatory factor analysis was also used to check its validity. Research findings In order to check and test the hypotheses or conceptual model of the research, smart pls software was used. The results of the research showed that the variables of independence, innovation and risk-taking of students have a positive and significant effect on entrepreneurial intention. Also, entrepreneurial intention has a positive and significant effect on entrepreneurial behavior. The fear of failure variable has a negative adjustment of the relationship between intention and behavior, and the economic literacy variable has a positive adjustment on this relationship. The research findings show the important role of personality traits on entrepreneurial intention and the importance of the modifiers introduced to fill the gap between entrepreneurial intention and behavior. Conclusion The present study was conducted with the aim of investigating the effect of entrepreneurial intention on the entrepreneurial behavior of students, considering the role of the modifier of fear of failure and economic literacy. Research results about the effect of entrepreneurial intention on entrepreneurial behavior are aligned with research findings of Adam & Fayolle (2015); Calza et al., (2020), and Kautonen et al., (2015). Research results about the effect of fear of failure on the relationship between entrepreneurial intention and behavior are aligned with research findings of Tucker et al., (2021); Pietersen & Botha (2021), and Kong et al., (2020). Also, the results of the research about the effect of economic literacy on the relationship between entrepreneurial intention and behavior are consistent with research findings of Nizam et al., (2020) and Chuzhmorova et al., (2019). The findings of this research include practical suggestions for policy makers in the field of entrepreneurship, education managers and the Ministry of Science. The courses taught in universities have been being taught for years without revision, and due to the vast changes in the business environment, they do not provide the necessary skills for students to enter the job market. Meanwhile, the importance of teaching economic topics and financial literacy to students has been essential. On the other hand, economic problems and challenges, changes in laws, administrative bureaucracy, and the lack of necessary support to start a business have increased the fear of failure among students at the beginning, which an environment dominant on entrepreneurial ecosystem can be provided for students by management and psychology consultations and providing necessary facilities.

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

Abstract Abstract The purpose of this research is to investigate the role of strategic marketing planning in improving the sustainable competitive advantage of insurance companies through the mediation of marketing knowledge. In terms of purpose, this research is applicable, and of descriptive-correlative type studies. To achieve this goal, this study developed a theoretical framework that captures mediation through data collected randomly from managers and senior marketing experts of insurance companies, with a total population of 60 participants. Data were analyzed using structural equation modeling for model fitting, and SmartPLS software for path analysis; to estimate various direct and indirect effects. The results showed that the ability to plan strategic marketing directly has a significant effect on promoting sustainable competitive advantage, but this effect is limited. The findings provide evidence that marketing knowledge dimensions act as important mediating mechanisms between strategic marketing planning capabilities, and directly promote sustainable competitive advantage. In general, the results of this study showed that strategic marketing planning capability with the mediating role of marketing knowledge has a meaningful and significant effect on promoting sustainable competitive advantage.

Abstract Abstract This study aims to investigate the effect of technostress on the intention to use blockchain technology and audit quality of audit firms. The research method is applicable in terms of its purpose, quantitative in terms of implementation, and descriptive-correlational in terms of nature and method. The population of the present study includes all auditors who are members of the Iranian Society of Certified Public Accountants. The statistical population is members of the Iranian Society of Certified Public Accountants, and the sample size was determined as 436 people based on Morgan table, selected by simple random sampling method. A standard questionnaire based on a 5-point Likert scale was used to collect research data. The content validity of the tool was confirmed by specialists and experts, and Cronbach's alpha and composite reliability were used to measure the reliability of the tool. By distributing the questionnaire, the validity of the tool was measured with three methods: construct validity (external model), convergent validity (AVE), and divergent validity. The AVE value for all variables must be greater than 0.5. SPSS and PLS software were used to analyze the data. The results of the study indicate that technostress has a positive and significant effect on auditors’ intention to use blockchain. This study also shows that technostress also has a positive and significant effect on audit quality. Introduction The accounting profession, especially the audit field, has been greatly influenced by recent technological developments. Factors such as stakeholder pressure, big data and digital information, automation of entry-level procedures, and the integration of technology into accounting processes have all affected the way the accounting profession performs its tasks (Smith, 2018). Another factor that has recently emerged and has the potential to impact the audit field is blockchain technology (Price, 2016; Smith, 2018). Blockchain technology helps coordinate information and exchange information and facilitates the transformation of accounting information systems functions into a more proactive role (Smith, 2018). Continuously uploading operational and financial information to a blockchain platform helps accounting professionals analyze information in real time (Banham, 2017; Al Shbail, Alshurafat, et al., 2023; Al Shbail, Salleh, et al., 2023; Taha et al., 2023). This continuously uploaded information is also verified by other members of a blockchain network, which increases the credibility of such information (Banham, 2017). Comprehensive integration of blockchain technology allows for the development of the audit process and covers current gaps in audit procedures (aminpoor et al.,2023, Dai & Vasarhelyi, 2017). However, according to studies, if technological tools such as blockchain technology are not properly integrated, the accounting profession can be disrupted (Smith, 2018). In other words, the adoption of new technological tools in the workplace, such as blockchain technology, may cause employees to experience what is called “technostress” (Fischer & Riedl, 2017). Studies on technostress have examined the impact of five related dimensions (technostress triggers) on job outcomes, including: 1) technical invasion, 2) technical overload, 3) technical insecurity, 4) technical complexity, and 5) technical uncertainty (Chandraet al., 2019; Srivastava et al., 2015). These studies have examined how technostress affects employee productivity (Hwang et al., 2018) and end-user satisfaction (Tarafdar et al., 2010). They have also examined the impact of social overload on individuals resulting from the use of social networking services (Alshurafat, Al Shbail, et al., 2023; Jaradat et al.,2022; Maier et al., 2015; Mansour, Alzyoud, et al.,2023; Sbaih et al., 2022) and the impact of technology characteristics, technology dependence, and cognitive elements (such as self-efficacy) on workers experiencing technostress (Ayyagari et al., 2011; Lee et al., 2014). Hwang and Cha (2018) examined the impact of technostress on organizational commitment. Accordingly, the question arises: what effect does technostress have on the intention to use blockchain technology and the audit quality of audit firms? Theoretical foundations Technostress and audit quality Technostress can directly negatively affect audit quality. Auditors in audit firms may be subject to information stress and technological anxiety due to their continuous exposure to advanced technologies such as audit software and blockchain systems, which reduces their ability to accurately analyze financial data and provide accurate reports. In other words, various dimensions of technostress, including technological anxiety, technological uncertainty, and information stress, can reduce accuracy, increase the likelihood of error, and slow down auditors' decision-making speed (Hwang et al., 2018). Technostress and Blockchain Adoption The use of technology in supervisory and control systems, including auditing, like other systems in societies, is growing at a very fast pace. Meanwhile, auditing has been, is, and will be significantly influenced by control and information technologies in the past, present, and future. Research conducted in the past shows that today's revolution and change in technology in the workplace is accompanied by the emergence of professional stress (Alshurafat et al., 2023). The most important of these problems and complications is mental tension and stress caused by the use of technology, which is referred to as technostress. Other similar terms include technophobia and fear of technology. More clearly, technostress is a modern problem caused by the inability to adapt to technology and is actually a combination of performance anxiety, information overload, role conflict, and organizational factors (Sumiyana et al., 2020). Technostress is the result of a new and increased fear related to equipment and can effectively increase stress in auditors. Because in addition to being unfamiliar with it, they are asked to add the use of this new technology to their daily work, which leads to the imposition of double and repetitive stress that is harmful. Technostress has five different dimensions: feeling pressured, engaging with technology, technological complexity and the need to acquire a lot of information, feeling insecure in using technology, and uncertainty in using technology due to constant changes (smith, 2020). Hartin et al. (2024) in the study "Factors Affecting the Use of Blockchain Technology in Supply Chain Management" using expert interviews and grounded theory analysis found that factors such as trust, efficiency, cost, control, privacy, and scalability affect the potential of blockchain; and knowledge, collaboration, and regulations play a moderating role. Cader et al. (2024) in the study "The Impact of Blockchain and Artificial Intelligence on Audit Quality: Evidence from Turkey" using data from 300 respondents and the PLS-SEM method concluded that the use of blockchain and artificial intelligence improves audit quality, facilitates fraud detection, and strengthens the trust of investors and regulators. Research Methodology This study is applicable in terms of purpose, and descriptive-correlational in terms of method. The population of the present study includes all auditors who are members of the Iranian Society of Certified Public Accountants. The sample size was determined as 436 people based on Morgan's table, considering that the statistical population is 3754 auditors who are members of the Iranian Society of Certified Public Accountants. A standard questionnaire and a five-point Likert scale were used to collect data. The findings from the Cronbach's alpha test and composite reliability to measure the reliability of the research tool are reported in Table 2. To examine the validity of the tool, content validity (expert opinion survey) was used and its validity was confirmed. Then, by distributing the questionnaire, the validity of the tool was measured with three methods: construct validity (external model), convergent validity (AVE), and divergent validity. The AVE value for all research variables must be greater than 0.5. In order to test the research hypotheses, structural equation modeling was used in the context of smart pls2 statistical software. Research findings The research findings showed that technostress, as a psychological and organizational factor, plays an important role in the behavior and performance of auditors in audit firms. The results indicate that the pressures arising from new technologies not only affect the intention to use blockchain technology, but also affect the quality of the audit. These findings are consistent with the theoretical foundations presented in previous studies and show that technostress as a key factor can significantly change the motivation and professional performance of auditors. Discussion and Conclusion The data analysis of this study showed that technostress as a psychological and organizational factor plays an important role in the behavior and performance of auditors in audit firms. The results indicate that the pressures arising from new technologies not only affect the intention to use blockchain technology, but also affect the quality of the audit. These findings are consistent with the theoretical foundations presented in previous research and show that technostress as a key factor can significantly change the motivation and professional performance of auditors (Alshurafat et al., 2023; Sumiyana et al., 2020). The research findings showed that technostress has a negative and significant effect on auditors' intention to use blockchain technology. In other words, the greater the level of pressure and anxiety caused by technology, the more auditors' willingness to accept and use blockchain decreases. These results are consistent with previous studies, such as Taherdoost et al. (2018); Sumiyana et al. (2020), in that it has been shown that technological anxiety and information pressure can reduce individuals' motivation to adopt new technologies. Auditors under technostress are usually concerned about the complexity of technology and its constant changes, and this concern can cause resistance to learning new technologies. Studies by Hwang et al. (2018) show that technostress leads to a decrease in users' self-confidence and creates hesitation in using technology tools. Therefore, the findings of this study emphasize that technostress management, continuous training, and providing organizational support can reduce the negative effect of technostress on the intention to use blockchain technology and increase auditors' motivation to use new technologies. In addition, from the perspective of technology acceptance theory (Davis, 1989), negative attitudes towards technology and its associated stress can reduce the behavioral intention to use technology. This finding is also consistent with studies by To et al. (2021), which have shown that technological stress and pressure can affect the behavior of accounting information systems users. The findings show that technostress reduces concentration, increases audit errors, and slows down data analysis speed; which is consistent with the findings of Hwang et al. (2018).

Abstract Abstract The present study sought to design a substitution model in the field of treatment with a comparative approach. The research method is applicable in terms of its purpose, quantitative in terms of implementation, and descriptive-correlational in terms of nature and method. A standard questionnaire based on a 5-point Likert scale was used to collect research data. The content validity of the tool was confirmed by specialists and experts, and Cronbach's alpha and composite reliability were used to measure the reliability of the tool. By distributing the questionnaire, the validity of the tool was measured with three methods: construct validity (external model), convergent validity (AVE), and divergent validity. The AVE value for all variables should be greater than 0.5. SPSS and PLS software were used to analyze the data. The results of structural equation modeling with SmartPLS software showed that creativity and employee control over decision-making and communication; Decision-making on communication, motivation, and leadership, as well as communication, had a positive and significant effect on motivation and leadership. In addition, the results of the overall model fit showed that the model obtained had appropriate validity, reliability, and credibility. Introduction Succession planning is an advanced tool that can help you engage people in learning and development opportunities. In practice, organizations use this tool to enhance organizational capabilities through knowledge sharing, leadership development, and technological advancement (Hasehemi et al., 2021). The topic of succession planning is more often presented in the context of human resource development. This type of plan is because most organizations strive to replace committed employees (Johnson et al., 2018). Although most organizations are formally or informally involved in the succession planning process, true succession planning involves the process of identifying and developing future leaders from among employees who have already been part of the organization (Jindal et al., 2021). A study by Abdolahi et al. (2021) showed that succession planning style affects employee engagement and performance. In order to make the succession planning process happen, it is essential for senior management to engage and encourage employees to actively participate in the process (Korang et al., 2021). However, most senior managers are often concerned with achieving organizational goals and maintaining their position in the workplace, and are less likely to think about retiring and leaving the organization or finding suitable successor. (Fayzi et al.,2022). Raeol et al. (2010) pointed out that employee growth factors can measure individual performance during the promotion process, and any development factor is effective in increasing employee performance. In any case, succession planning refers to a systematic and long-term process of determining organizational goals, requirements, and roles; and preparing individuals or work groups for organizational job responsibilities (Ahmad et al., 2019). Gordon & Orbi (2018) also found that succession planning increases employee effectiveness by ensuring job security and shaping career paths. Hence, the question arises: what is the succession planning model in the field of treatment in hospitals? Theoretical foundations Creativity and succession planning Creativity, as one of the fundamental capabilities of managers and future successors, plays an important role in the success of the organization. Successors who have creative thinking, the ability to present innovative ideas, solve complex problems and adapt to changing environmental conditions. In a situation where organizations are faced with rapid technological changes, intense competition, and diverse stakeholder needs, creativity can act as a competitive advantage and pave the way for sustainable development of succession (modresi et al., 2018). In fact, fostering creativity in the succession process allows the organization to train future leaders with a broader perspective and an innovative attitude. Control and Succession Development Control, as another dimension, refers to the ability of successors to monitor resources, processes, and functions. Future successors must be able to act within the framework of organizational rules and structures while being creative and ensuring stability and efficiency by creating a balance between innovation and organizational discipline. Effective control ensures that creative decisions and initiatives are properly directed and that resource diversion is prevented (yenny et al., 2018). Decision Making and Succession Development Decision Making is one of the most important competencies of future successors in the organization. Management decisions, especially in conditions of uncertainty and environmental complexity, determine the direction of the organization and play a direct role in the success or failure of large-scale plans. Creative and controlling managers must be able to evaluate different options based on accurate information and make the best choice. In management literature, effective decision-making is considered not only as an individual skill but also as an organizational process that affects the development of leadership and succession planning capacities (Sina et al., 2021). Communication and Succession Planning Communication also plays a key role in the succession planning process as a complement to decision-making. Successors who have the ability to communicate effectively with employees, managers, and stakeholders can properly convey the decisions made and gain the support necessary to implement them. Effective communication builds trust, reduces conflicts, and increases coordination in the organization, and paves the way for future successors to accept the leadership (Daft, 2021; Robbins & Judge, 2019). In fact, without communication skills, even the best decisions will encounter resistance or misunderstanding. Therefore, communication is recognized as a critical component in the development of future leaders in the theoretical framework of succession planning. Motivation and Succession Planning Motivation is one of the most important tasks of future leaders, and plays a vital role in succession planning. Successors must be able to identify the intrinsic and extrinsic motivations of employees and; by creating appropriate environments, encourage them to actively participate in achieving the organization's goals. Based on motivational theories such as Maslow's hierarchy of needs and Herzberg's two-factor theory, effective leaders are those who can increase job satisfaction and organizational commitment by understanding the needs of employees (daft et al., 2021). Leadership and succession planning Leadership is considered the final outcome of the succession planning process and shows the ability of future managers to guide, inspire, and create alignment between individual and organizational goals. Effective leadership means the ability to create a shared vision, facilitate collaboration, and strengthen organizational culture. In management literature, transformational leadership and charismatic leadership theories emphasize that successful leaders are those who can, through influence and inspiration, guide their followers beyond personal interests to collective interests (Yukl, 2013). Research Background Hajri et al. (2024) examined “Succession Planning and Leadership Development in Nursing: A Bibliometric Analysis (2000-2023)”. This study analyzed 326 journal studies from Scopus database to identify research trends, key themes, and evolution of studies in the field of succession planning in nursing. The results of the bibliometric analysis provided a solid basis for conducting a systematic review and comprehensive assessment of the evidence. Maroga et al. (2024) examined “Succession Planning, Self-Leadership, and Intention to Leave in a Public Company”. This was a quantitative, cross-sectional survey study, and data were collected with a structured questionnaire. The response rate was 78.67% and the reliability of the instrument was 0.922. Data analysis was performed using correlation and multiple regression and showed that self-leadership was a significant predictor of intention to leave. Research Methodology This research is applicable in terms of purpose and descriptive-correlational in terms of method. The population of the present study includes all personnel of private and public hospitals in Kerman region, the sample size was determined as 219 people based on Morgan table, and the method was simple random sampling. The findings from Cronbach's alpha test and composite reliability to measure the reliability of the research tool are reported in Table 2. To examine the validity of the tool, content validity (expert opinion survey) was used and its validity was confirmed. Then, by distributing the questionnaire, the validity of the tool was measured with three methods: construct validity (external model), convergent validity (AVE) and divergent validity. The AVE value for all research variables must be greater than 0.5. In order to test the research hypotheses, structural equation modeling was used in the context of smart pls2 statistical software. Research Findings The findings of this study showed that managerial factors including creativity, control, decision-making, and communication play an important and decisive role in improving the motivation and leadership of hospital staff. The results indicate that the creativity of managers facilitates the improvement of the decision-making process, and organizational control simultaneously increases the accuracy of decisions and the quality of information flow. Also, effective decision-making and clear communication improve the motivation and leadership of personnel, and ultimately lead to the optimal performance of medical units. Discussion and Conclusion The results showed that creativity has a positive and significant effect on the quality of managers' decision-making. This result is consistent with the studies of Amabile (1996) and Mumford & Gibson (2011), which have introduced creativity as a key factor in improving decision-making processes. Unlike some previous studies that have directly considered creativity to be effective on organizational performance, this study revealed that creativity finds meaning through the decision-making process. In other words, innovation is valuable when it leads to practical and implementable decisions in the hospital environment. The results of the study showed that control has a positive and direct effect on managers' decision-making. This finding is consistent with the views of Simons (1995) and Anthony & Govindarajan (2007), who consider control to be a tool for ensuring that decisions are aligned with the organization's goals and policies. This study also showed that control has a positive effect on the quality of organizational communications. Clear control frameworks facilitate the process of information transfer and coordination between units and reduce ambiguity and errors in the transfer of ideas. This result is consistent with the studies of Daft (2021) and Robbins & Judge (2019). The findings showed that managers' decision-making has a direct positive effect on the quality of organizational communication. This result is consistent with the studies of Yukl (2013) and Mintzberg (1973), who have introduced transparency and participation in decision-making as a prerequisite for improving communication. The findings showed that managers' decision-making has a positive and significant effect on the unit variable of motivation and leadership. This result is consistent with classical motivation theories such as Maslow (1943) and Herzberg (1966), who have introduced justice and participation in decision-making as factors that increase employee motivation. Participatory and transparent decisions give employees a sense of value and commitment and strengthen managers' ability to lead the team. In hospitals where workload and complexity are high, appropriate decision-making can maintain employee motivation and prepare them for effective collaboration. Finally, the findings showed that organizational communication also directly affects motivation and leadership. This finding is consistent with studies by Bass & Riggio (2006) and Yukl (2013), who consider effective communication a prerequisite for transformational leadership. Clear and two-way communication allows managers to convey their vision and goals and guide employees towards their realization.

Abstract Abstract The aim of this research was to present a competitive advantage model with a leadership approach in the Iranian aviation industry. The present research is a mixed exploratory research. In this research, data was collected and research questions were examined using interview and questionnaire tools. Given that the present research is in two stages (quantitative and qualitative), the relevant population in the qualitative dimension includes experts such as senior managers and consultants of the Civil Aviation Organization of Iran as well as university professors, selected to saturation. In the quantitative dimension, the statistical population includes executive managers, department heads, consultants and employees of the Civil Aviation Organization of Iran, 620 people altogether, of whom 237 were selected by the Morgan table using simple random sampling. Based on the interpretive structural technique (ISM), the results showed that having a suitable network and scope of air, flight and airport services in the country, the possibility of sharing technology for the production of modern aircraft, the technical and technological capabilities of the industry for leadership, having a strategic management attitude and capabilities for the industry for leadership, having experience in joint cooperation with international consultants, companies and governments, the desire to lead in government officials and industry decision-makers, commitment to strategic plans in industry managers for leadership, learning, ability to adapt and foresight in the aviation industry for leadership, having skills and expertise in managers and human resources in the industry for leadership, the number and composition of the air transport fleet and having coherent, integrated and strategic marketing and branding plans in the industry have the greatest influence on the competitive advantage for leadership among the variables. Introduction The aviation industry, as one of the vital pillars of the economic and social development of any country, plays a significant role in facilitating communications, trade, tourism, and the movement of people. In Iran, despite its geographical and strategic potential, this industry faces numerous challenges, including fleet obsolescence, international sanctions, and weak infrastructure. In the meantime, creating and maintaining a sustainable competitive advantage for domestic airlines, especially with a pioneering approach, seems essential (Alavi et al., 2020). One of the prominent models in the field of competitive advantage is Porter's theory, which introduces three general strategies for gaining competitive advantage (butt et al., 2022): cost leadership, differentiation, and focus. In the meantime, the differentiation strategy by providing unique and high-quality services can be considered as a suitable approach for Iranian airlines. By focusing on the specific needs of customers and providing services that are different from competitors, this strategy can lead to creating a sustainable competitive advantage (Summerville et al., 2020). On the other hand, according to the theory of first-mover advantage, in many industries, including the aviation industry, where there is the possibility of strategic management of organizational resources in order to be the best, providing innovative specialized services increases efficiency, that is, along with the increase in innovative services, the ability to obtain economies of scale also increases, leading to a reduction in the cost of providing services and, so to speak, being the best in the industry (lo et al., 2020). One of the most important reasons for the backwardness of the Iranian aviation industry is the lack of development of commercial systems in transportation activities. The lack of a professional commercial aviation system in the aviation industry and the existence of the charter mafia and the black market are one of the major commercial problems in the field of air transportation. However, according to the 1990 diamond porter model, the proper design, application, and implementation of competitive advantage models can bring positive results to the industry, the most important of which are (Summerville et al., 2020): exceptional ability to obtain information from the organization's environment; exceptional ability to respond appropriately to environmental information and challenges; ability to learn quickly and discover new and potential customers; improving the level of business/marketing awareness - which mainly collects and analyzes information from customers, suppliers, etc.; improving the level of awareness of the situation of competitors - which focuses on issues such as pricing policies, substitute services, and competitor development policies; improving the level of technological and technical awareness - which deals with basic and applied research, processes, and norms, and the promotion of new technologies for providing services; improving the level of strategic and social awareness - which deals with issues such as laws, financial and tax issues, political and economic issues, and social aspects and human resources. Accordingly, the question arises: What is the competitive advantage model with a leadership approach in the Iranian aviation industry? Theoretical Framework Technical and Technological Capabilities and Infrastructure Technical and technological capabilities are considered to be the main pillars of competitive advantage in the aviation industry. With rapid advances in technology, airlines can increase their productivity, reduce costs, and provide a better experience for passengers. The use of artificial intelligence and Internet of Things systems to optimize flight operations and predict maintenance needs increases efficiency and reduces costs (Awamleh et al., 2021). Strategic Management and Leadership Strategic management and leadership play a decisive role in industrial leadership. Strategic planning, optimal resource management, and the organization's ability to learn and adapt to environmental changes are key factors in creating sustainable competitive advantage (Hamadamin et al., 2019). Airlines that have clear and coherent strategies are able to manage costs, increase operational efficiency, and improve their performance in a competitive market. Human Resources and Skills Development Highly skilled and specialized human resources are one of the main pillars of industrial leadership. Developing human capital through education, research, and succession planning increases the organization's efficiency and ability to adapt to environmental changes (Alfawaire Alfawaire et al., 2021). Organizations that continuously develop their human resources are able to create sustainable competitive advantage and perform better in a competitive market (Torres et al., 2019). International Networks, Markets, and Communications International networks and communications are key factors in creating and maintaining competitive advantage. Active presence in international markets, establishing cooperation with foreign companies and institutions, and adopting internationally oriented approaches increase access to resources, technology, and new markets (Cavusgil et al., 2014). Organizations that have extensive and sustainable relationships with international partners are better able to respond to market changes and global competition. Infrastructure and organizational resilience Operational infrastructure and organizational resilience play an important role in maintaining and developing competitive advantage. Investment in modern equipment and technologies, optimal information management, and strategic planning increase organizational efficiency and reduce vulnerability to environmental changes. Organizations with strong infrastructure are able to maintain their performance in adverse conditions and exploit market opportunities (haseeb et al., 2019). Research Background Abdulwase et al. (2024) conducted a study titled “The Role of Business Strategy in Creating Competitive Advantage”. The findings showed that business strategy plays a vital role in creating competitive advantage and increasing market share. Also, the organization’s market was affected by a strategy with a desirable quality. Kashefarzaagh et al. (2024) conducted a study titled “The Effect of the Brand of Islamic Azad University, Electronics Branch on Competitive Advantage with the Mediating Role of Positioning and Market Orientation”. The findings confirmed the effect of audience recognition of the brand on positioning and market orientation and the effect of these two variables on competitive advantage. Research Methodology This research is applicable in terms of purpose, and qualitative-quantitative approach. Considering that the present research is in two stages, (quantitative - qualitative), the research community is different in both dimensions; in the qualitative dimension, the relevant community includes experts such as senior managers and consultants of the Civil Aviation Organization of Iran and university professors, selected to saturation; and in the quantitative dimension, the statistical community includes executive managers, department heads, consultants and employees of the Civil Aviation Organization of Iran, totaling 620 people, of which 237 people were selected by the Morgan table using simple random sampling. Research Findings The findings of the present study showed that the capabilities of research and development and investment for leadership in the aviation industry, learning, ability to adapt and foresight of the aviation industry for leadership, the possibility (ability) of sharing technology for the production of modern aircraft, management of income and costs in the industry for leadership, having experience in joint cooperation with international consultants, companies and governments, having skills and expertise in managers and human resources in the industry for leadership, forming a comprehensive database (customer, product, service and market) with a high level of safety for the industry, the number and composition of the air transport fleet, the existence of educational and research centers in accordance with international standards for the development and replacement of technical and staff forces in the industry and having coherent, integrated and strategic marketing and branding programs in the industry are at the eighth level of the competitive advantage model with a leadership approach. Also, managerial stability in the industry is at the first level of this model, which interacts with political and economic stability in the country and restrictions on the transfer of specific technology and the import of new aircraft due to sanctions conditions. Conclusion The results of the study showed that leadership in the Iranian industry is mainly based on internal and organizational capabilities. Technical capabilities, human resources, strategic management and organizational infrastructure are the basis for creating and maintaining competitive advantage. Unlike some studies that highlight macro-political and economic factors, the present findings showed that long-term success depends more on innovation, organizational skills and the use of technology, which is in line with the research of Teece (2007), Porter (1985), and Awamleh et al. (2021). The results showed that the breadth and quality of the domestic and international service network play an important role in industry leadership. Awamleh et al. (2021) and Santos et al. (2024) have also shown that an extensive operational network increases productivity and customer satisfaction. The results showed that a competitive position in the global market increases the organization's ability to exploit international opportunities and reduce environmental risks. Porter (1985) and Teece (2007) have also shown that a strong presence in global markets facilitates access to new resources and technologies, and the present findings are consistent with these studie. The results showed that the development of technical and technological capabilities improves the operational performance and efficiency of the organization and provides the basis for creating competitive advantage. Awamleh et al. (2021) and Santos et al. (2024) have also emphasized that investment in technology and technological infrastructure provides the basis for competitive differentiation and increased productivity, and the present findings are consistent with these studies. Studies by Hamadamin et al. (2019) and Mahdi et al. (2019) have also emphasized that effective strategic management increases productivity, resource coordination, and rapid response to environmental changes. The results showed that adopting an international approach increases access to new technologies and markets and strengthens the organization in global competition. Cavusgil et al. (2014) have shown that companies that are internationally oriented have a better ability to exploit opportunities and reduce risks. The results showed that the desire and motivation of government officials and decision makers to lead facilitates the implementation of strategies and creates institutional support. Research by Mahdi et al. (2019) has also stated that the support of key decision makers for strategic plans facilitates the successful implementation of strategies and the consolidation of competitive advantage. The results showed that the commitment of managers to the implementation of strategic plans causes the continuity of activities and strengthens competitive advantage. Hamadamin et al. (2019) have shown that the commitment of managers to strategies reduces internal conflict, and increases resource coordination and productivity. The results showed that investment in R&D and innovative capabilities provides the basis for leadership and competitive advantage. Awamleh et al. (2021) and Santos et al. (2024) have also emphasized that continuous investment in R&D leads to sustainable innovation and strengthening competitive position.

Abstract Abstract This study was conducted to examine the direct and indirect effects of the relationship between personality and propensity for adaptability on entrepreneurial behavior among Trophy Generation entrepreneurs. Achieving control and stability in entrepreneurs' behavior is one of the most important concerns of any business. Since personality is an important factor in behavioral responses, understanding it will increase the ability to predict and the power to shape behaviors. This research posits that individuals’ personalities can have a significant impact on their propensity to adapt to conditions and on the emergence of entrepreneurial behavioral responses. On the other hand, the potential and new generation of entrepreneurs, referred to here as the Trophy Generation, possesses their own distinct behavioral characteristics. This paper attempts to test and investigate its claim within this generation. Accordingly, young managers of knowledge-based companies in Yazd province were selected as the study population, and 116 people were chosen as a sample by simple random sampling. This research employed a quantitative, cross-sectional approach, using a questionnaire instrument and random sampling for assessment. To investigate the research topic, hypotheses were presented in the form of a conceptual model and then tested using structural equation modeling for reliability, validity, the structural model, and finally fit and quality, conducted with SmartPLS 4.1 software. The findings indicate that the personality of the Trophy Generation and adaptability tendencies have a positive and significant effect on entrepreneurial behavior. The findings also show that the mediating role of propensity for adaptability cannot be rejected. Introduction Organizational entrepreneurship involves cultivating entrepreneurial behaviors within an organization. Researchers believe that organizational entrepreneurship is a very broad concept encompassing the creation, development, and implementation of new ideas or behaviors (Mahmoudi, 2023). Entrepreneurial behavior can be seen as the study of human behaviors that pursue the exploitation of entrepreneurial opportunities through the creation and development of new businesses (Panahi et al., 2024). Globally, entrepreneurial behaviors play a central role in carrying out entrepreneurial activities, and research has even shown that they affect economic growth and development. Although there is no consensus that key entrepreneurial behaviors necessarily appear in a particular context or for a specific generation, studies indicate that multiple factors influence entrepreneurial behaviors and actions. Among these factors are an individual entrepreneur’s beliefs, personality, and intentions, which ensure their emergence and persistence. The stronger these personality factors are, the more likely an individual is to engage in entrepreneurial behavior and to sustain prior behaviors. Clearly, the manner in which these traits manifest increases the likelihood of unforeseen events occurring and can lead to unexpected consequences (Panahi et al., 2024). Past research on entrepreneurship among the Trophy generation has emphasized areas such as: the role of social media in building trust and satisfaction for entrepreneurs, the impact of the business environment on entrepreneurial behavior, and even their patterns of green purchasing behavior (Liu et al., 2019). However, research on the entrepreneurial behavior of this generation remains limited and gaps still exist in the literature. This is both because the topic is interdisciplinary (management and psychology) and because the propensity or biological imperative for these individuals to adapt to entrepreneurial responses has not been considered. These are gaps that necessitate attention to a new perspective in this research. In particular, most previous studies on Trofi generation entrepreneurial behavior have focused on developed economies, whose business environments differ and whose findings may not be applicable to less-developed economies such as Iran, where more than 80 percent of entrepreneurs still face startup challenges. Moreover, this study contributes to the existing literature by examining the role of two theories—namely, the generational cohort theory and complex adaptive systems theory—in explaining entrepreneurial behavior (Ssekiziyivu & Banyenzaki, 2021). This study also adds to the field by confirming that Trofi generation personality and adaptation inclinations are significantly associated with entrepreneurial behavior. On the other hand, research indicates that the founding of startups and knowledge-based companies plays an important role in countries’ entrepreneurial development and that business success requires the creation of an effective ecosystem in which an innovation culture and provision of necessary supports exist. Furthermore, ongoing and reciprocal processes among influencing factors help entrepreneurs succeed sustainably in today’s competitive and complex environment. The occurrence of multiple failures among startups in Iran indicates a problem in the entrepreneurial processes of these institutions (Golara et al., 2025). In particular, entrepreneurial organizations are largely formed around individual or team ideas that react quickly to environmental influences and often lack sufficient readiness to cope with external changes and triggers. This issue leads to failure at various stages of their entrepreneurial journey. Therefore, selecting knowledge-based companies as successful startups is an appropriate option for investigating the research topic. Ultimately, this study seeks to answer whether the personality of Trofi generation individuals can influence their adaptation inclinations and ultimately lead to entrepreneurial behavior. Theoretical Framework of the Research Entrepreneurship and Entrepreneurial Behavior Entrepreneurial behavior refers to those entrepreneurial actions taken to start an investment, manage and develop it, and bear all the risks with the hope of earning profit. Entrepreneurship is a struggle in which an individual needs certain characteristics to succeed (Wang et al., 2022). Trophy Generation Entrepreneurs The definition of the Trophy Generation has so far been limited to birth years and the period when they reached maturity (Han et al., 2023). The generation born between 1980 and 2000 (1360 to 1380 in the Iranian calendar) is called the Trophy Generation. Trophies are also known as Generation Y, the Me Generation, and the Millennials (Dalton, 2014). A generation is a recognizable group of people whose birth years typically share a common 20-year span (Dimock, 2019). Generational Personality and Entrepreneurial Behavior among Trophy Entrepreneurs According to some researchers (Weber & Urick, 2023), age cohort generally defines Trophies. Based on this, generational personality is a method of categorizing a group of people with similarities tied to the era in which they were born and the period when they reached maturity (Boyle, 2023). Generational personality aligns with the domain of entrepreneurial behavior. Generational Personality and Adaptability Tendencies The Trophy Generation’s personality is described as the most creative and adaptable generation (Horsaengchai, 2011). Trophies quickly adapt to new technologies and their environment (Boyle, 2023). The Mediating Role of Adaptability Tendencies in the Relationship between Generational Personality and Entrepreneurial Behavior The characteristics of the Trophy Generation strongly influence them (Boyle, 2023). Trophy entrepreneurs are pragmatic and innovation-oriented and focus on long-term development (Zheng et al., 2022). Evidence shows that Trophies are categorized differently because the economic, technological, and social aspects of their developmental period are unique (Twenge, 2013). Previous studies have reported that Trophy entrepreneurs use generational traits to perform with adaptability to overcome challenges in the business environment. Adaptability is conceptualized as an effective response experienced by a person to adjust to changing conditions (Othman et al., 2018). Compatibility Tendencies and Entrepreneurial Behavior Trophies have evolved alongside technologies that require them to continuously adapt to changes and, consequently, to exhibit creative and innovative behaviors (Podsakoff et al., 2003). Research Methodology This study is a quantitative applied study, conducted as a cross-sectional survey. The statistical population consists of managers and founders of knowledge-based companies, and the required sample size was determined to be 116 people using Cochran’s method. The data collection instrument in this study was a developed questionnaire, the sampling method was simple random sampling, and the analytical method used in this study was structural equation modeling. Findings According to the research findings, reliability tests (Cronbach’s alpha, composite reliability, and Rho) and validity tests (convergent: factor loadings and AVE; and discriminant: Fornell–Larcker) confirmed the measurement models. The structural model tests also confirmed all direct and indirect relationships in this study, with t-statistics greater than 1.96. All tests in this section were performed using SmartPLS 4.1. Conclusion The present study, aiming to examine the role of personality and the propensity for adaptability in the entrepreneurial behavior of the Trophy generation, is aligned with research such as Pidduck et al. (2023), Sirajje (2023), Duong (2023), and Graham (2023). The results indicate that individuals within a particular age cohort tend to share a distinct set of beliefs because they grew up during the same period. Any positive change in generational personality is accompanied by a positive change in adaptability tendencies and entrepreneurial behavior. Overall, the relationship between generational personality and entrepreneurial behavior is significant both directly and indirectly. In other words, part of this association can be mediated by adaptability tendencies in relation to entrepreneurial behavior among Trophies. Put differently, millennial entrepreneurs who believe there is something in their character that leads to their success are more likely to challenge their assumptions about a project before working on it. As a result, they enter new situations innovatively and design concepts and projects that benefit them. Based on the obtained results, it is recommended that knowledge-based companies pay special attention to the personality traits of the Trophy generation during recruitment and hiring processes. Additionally, organizations should strengthen adaptability tendencies among Trophy-generation employees by designing training and development programs.

Abstract Abstract
The present study aims to investigate the interpretive structural modeling of political behavior management based on citizenship behavior. The method of this research is applicable in terms of purpose, and qualitative in terms of method type. The statistical population of the research consists of 15 experts, including professors of the faculty of public administration and senior managers of Yazd Municipality, who were selected using a non-probability purposive and chain sampling method. The research collection tool is a semi-structured interview. For data analysis, structural and interpretive modeling (ISM) was first used, and MICMAC software was used for influence and impact. The results showed that the first level of individual factors is stabilization and freezing; the second level of education and development processes is the voice of construction; the third level of organizational factors and the fourth level of cultural factors of citizenship and development and productivity. The results also showed that individual factors are influential on education and development processes. Training and development, along with the voice of construction, have an impact on organizational factors. The organizational factors variable acts as a bridge between training and development processes and organizational factors, and organizational culture, by affecting internal communications, values ​​and beliefs, responsibility, and commitment to development, consciously or unconsciously affects the behaviors and actions of individuals.
Introduction
Since the emergence of the concept of human resource management, employee behavior has been the focus of researchers as one of the most important categories of human resource management (Izadi et al, 2024). Regardless of the factors affecting employee behavior, it is of great importance that just as positive employee behaviors can significantly improve the overall productivity of the organization, their destructive and negative behaviors can also significantly decrease the performance and productivity of the organization (Ranjit, 2022). Among the behaviors that have received special attention from human resource specialists is the political behavior of employees (Vojdani Tabatabaie et al., 2023). Political behaviors are behaviors that are not foreseen in the individual's job description and an individual tries to influence and affect others by relying on them. In political behaviors, the goal of influencing is to use others or organizational decisions to advance personal interests (Enders et al., 2024). In contrast to political behaviors, which are considered a negative phenomenon, especially in government organizations, is organizational citizenship behavior, which can significantly improve organizational climate and ultimately improve human resource productivity and performance (Bani-Melhem et al., 2023). Organizational citizenship behavior has been proposed as an important component in both organizational branding and improving the overall performance of the organization. Organizational citizenship behavior is an individual behavior that is not considered for any reward in the formal reward system; but its combination with the same type of behavior in the group leads to effectiveness (Organ, 2018).
Human resources in today's world are considered the best competitive advantage of any organization, and humans have become more important than ever in organizational theory. Human resources, as much as they can help organizations compete, may be a serious obstacle to the organization. Anti-citizenship behaviors such as work avoidance, sabotage, etc. are behaviors that directly or indirectly cause serious damage to the organization (Kazemzadeh et al., 2021). Political behavior is more noteworthy from this perspective that the organization's people, who are the most important assets of an organization, can also be the most important eroders of the organization's assets, so that if, instead of adopting organizational citizenship behaviors, anti-citizenship behaviors are prevalent in the organization, the organization will erode and fail instead of strengthening and growing (Ghafari et al., 2025).
Therefore, this research seeks to answer the question: what is the interpretative structural fashioning of political behavior management based on citizenship behavior?
Theoretical Framework
Political Behavior Management
Organizational political behaviors are those activities that are not required as part of a formal role in the organization; but they influence the distribution of benefits and disadvantages within the organization; in other words, negative or positive actions that are not part of the job and that the organization does not officially authorize (unapproved behaviors) and may be detrimental to the goals of the organization or the interests of others in the organization are called political behaviors (Sanaie et al., 2022).
Organizational Citizenship Behavior
Organ et al. (1988) first used the term organizational citizenship behavior and defined it as: conscious and insightful individual behavior that is not directly and explicitly recognized by the formal reward system and that generally improves the functions of the organization. Researchers have found that many factors affect organizational citizenship behavior; factors such as commitment, satisfaction, organizational justice, leadership style, personality traits, job characteristics, and organizational characteristics (Mousavifard, 2024).
Namjofared et al. (2025) studied the design of a political behavior management model based on organizational citizenship behavior. The results showed that the extracted concepts related to the design pattern of a political behavior management model based on organizational citizenship behavior in the municipalities of Yazd province included 47 primary codes, 16 basic themes, and 7 organizing themes. The basic themes included: management factors, organizational structure, collectivist values, policies and attention to ethics, participatory voice, knowledge management, perceptual error, communication pollution, lack of information transparency, contradiction and conflict, personality traits, monitoring and control and valuation, delearning, educational planning, development of governance, convergence, and organizational cohesion. Ali Nisar et al. (2024) studied the cost of organizational citizenship behaviors: a mediation model of citizenship fatigue. The results showed that when employees are forced to perform out-of-role actions, they often experience work-life conflict, which leads to citizenship fatigue. The older the employee and the lower the level of education, the lower his/her citizenship fatigue. On the other hand, the findings showed that the personality aspects of the worker tend to reduce the strength of the relationship between work-life conflict and citizenship fatigue.
Research Methodology
The method of this research is applicable in terms of purpose, and qualitative in terms of method type. The statistical population of the research consists of 15 experts, including professors of the public administration faculty and senior managers of Yazd Municipality, selected through a non-probability purposive and chain sampling method. The research collection tool is a semi-structured interview.
Research Findings
For data analysis, structural and interpretive modeling (ISM) was first used, and MICMAC software was used for influence and impact. The results showed that the first level of individual factors is stabilization and freezing; the second level of training and development processes is the voice of construction; the third level is organizational factors and the fourth level is cultural factors of citizenship and development and productivity. The results also showed that individual factors are influential on training and development processes. Training and development, along with the voice of construction, are influential on organizational factors. The organizational factors variable is a bridge between training and development processes and organizational factors, and organizational culture, by affecting internal communications, values ​​and beliefs, responsibility, and commitment to development, consciously or unconsciously affects the behaviors and actions of individuals.
Conclusion
The present study was conducted with the aim of investigating the interpretive structural modeling of political behavior management based on citizenship behavior. The results of this study are consistent with the results of Abdullah & AL-Abrrow (2023), Kumari et al. (2022), Khan et al. (2019), Mokhtari et al. (2019), Sharma et al. (2022), Arnetz et al. (2022), and Sanaie et al. (2023). Abdullah & AL-Abrrow (2023) showed that positive perceptions and attitudes are good predictors of negative behavior, while negative perceptions and attitudes also predict positive behavior. This indicates that achieving the best behavioral outcomes in the workplace should be through strengthening the package of positive variables and reducing the package of negative variables. Based on the results, this study discussed a number of theoretical and practical concepts and presented a set of recommendations.
According to the results obtained, the following suggestion is made:
It is suggested that serious measures be taken to increase information transparency, resolve perceptual errors, improve communication, and manage conflicts because they can help stabilize the organization and improve the performance of Yazd Municipality.
It is suggested that training programs be developed and implemented to increase transparency in the municipality's internal and external communications.

Abstract Abstract
The aim of this research is to present a study and analysis of consumer behavior through social media analytical models to improve reverse logistics decisions. The research method is fundamental and applicable research in terms of its purpose, and descriptive-survey in terms of research method. The statistical population of the study is SAMSUNG mobile phone users. To analyze the findings, first programming for social media data through word labeling using LAD, word stemming with Porter STEMMER, data feature identification, and in the case of website and Instagram data; entity identification with NER, stop word removal, latent dirichlet thematic modeling, word classification based on determined keywords, and finally analyzing the sentiments of SAMSUNG mobile phone users with the Naive Bayes algorithm was carried out. The findings showed that sentiment analysis has a positive effect on reverse logistics decisions. By providing real-time insight into customer sentiment, it helps managers and decision makers identify potential issues and facilitate rapid resolution. In addition, sentiment analysis helps predict demand, increase resource allocation, and improve overall operational efficiency. By incorporating sentiment analysis into the reverse logistics decision-making process, organizations can gain a competitive advantage by understanding and responding appropriately to customer sentiment.
Introduction
Anything that allows users to participate, create, and share information from anywhere is a social media (Berthon et al., 2012). Looking at the breadth of research conducted in various sciences, the importance and role of social media in various product-oriented and service-oriented industries cannot be denied (Garant, 2017), because this platform directly and indirectly affects user behavior or the way they make decisions (Schivinski & Dabrowski, 2016). Today, users' interactive behaviors on social media have become an important source and influence on marketing activities in various businesses.
The availability of interactive tools such as mobile phones, tablets and personal computers, along with the wide variety of social media, has made it possible to make user experience and information available to others in the shortest possible time. Companies (or organizations) obtain this information through the most important competitive analysis techniques in social media, including text mining, trend analysis, sentiment analysis, opinion analysis and visualization techniques, which are used to discover hidden concepts and patterns in large volumes of data (Kim et al., 2016). Collecting data on social media and analyzing data to help decision makers address specific problems refers to social media analytics (Lee, 2019).
In the era of information and electronic communications, all mobile phone manufacturing companies are also subject to challenges such as changing customer expectations, expanding competition, technological advances, and extensive economic, social, demographic, cultural, etc. developments, and must choose strategies to continue their lives in turbulent markets. The huge popularity of social media, especially mobile phones, in recent years has attracted more attention from society and, with the large volume of user-generated content, including their opinions, feelings, and experiences, has become one of the most important and up-to-date sources of information for manufacturers, suppliers, consumers, and other active factors in the economy and industry, and has brought new opportunities and challenges to organizations (Kim et al., 2016; Zarco et al., 2019). Social network analysis and big data confront today's digital world with issues that it has not encountered before. The influx of information allows businesses to better understand customer behavior and purchasing patterns. However, the benefits of big data go beyond these issues and can help scientists solve global issues (Talón et al., 2018). With the growing world population and ever-increasing technologies, more electronic devices are being produced than ever before (Balde et al., 2017) and recently, more than 145,000 tons of natural resources - some of which are very scarce - are consumed each year to produce mobile phones (Statista, 2020). Considering the above, the main research question is as follows: How can consumer behavior analysis through social media analytics models improve reverse logistics decisions? 
Theoretical Framework
Social Media
Social media are websites and services that shape users' social connections in the form of user-generated content; they are sharing their content in small and large groups (Marwick & Boyd, 2014).
Reverse Logistics
Reverse logistics is the process by which manufacturers receive their previously shipped products from end consumers or recipients for re-sending to another customer, recycling, remanufacturing, repair, or disposal. The principles of reverse logistics will increase customer service and loyalty, restore the value of assets faster, improve customers' mental image of the brand, better communication with shareholders, increase personal motivation, and ultimately achieve the organization's sustainable vision and goals (Eidi & Rezaei, 2017).
Mohades deilami et al. (2021) studied the presentation of an intelligent model for multi-faceted recognition of user personality using deep learning methods. They combined the sand convolutional neural network with the Adabost model for data classification so that they could classify the experimental data that were classified with errors in the second stage of classification with higher accuracy by assigning an alpha coefficient. The proposed model was tested on two datasets, ISIS and YouTube; and based on the results obtained, the proposed model has higher accuracy than other existing methods on both datasets.
Mohammadi & Khalaj (2021) studied the presentation of a model for opinion mining at the document feature level for hotel user reviews. The results showed that the proposed method performed better than the basic methods based on sentiment dictionaries on this dataset, and the accuracy, precision, recall, and F-criterion evaluation criteria using the proposed method were 65, 94, 53, 94, 89, 93, 17, and 95, respectively. The diversity of ways in which customers engage with brands through social networks has become a challenge for brand managers; such as how social networks are used with a strategic approach and how much content should be produced so that company-customer interactions lead to value creation for the organization.Research Methodology
The research method is fundamental and applicable in terms of research method, and descriptive-survey. The statistical population of the study is: SAMSUNG mobile phone users.
Research Findings
To analyze the findings; first, by programming for social media data through word tagging using LAD, word stemming with Porter STEMMER, data feature identification, and in the case of website and Instagram data; entity identification with NER, stop word removal, Latent Dirichlet thematic modeling, word classification based on determined keywords, and finally analyzing the sentiments of SAMSUNG mobile phone users with the Naive Bayes algorithm was carried out. The findings showed that sentiment analysis has a positive effect on reverse logistics decisions. By providing real-time insight into customer sentiments, it helps managers and decision makers identify potential issues and facilitate quick resolution. In addition, sentiment analysis helps to predict demand, increase resource allocation, and improve overall operational efficiency. By incorporating sentiment analysis into the reverse logistics decision-making process, organizations can gain a competitive advantage by understanding and responding appropriately to customer sentiment.
Conclusion
The present study aimed to provide a review and analysis of consumer behavior through social media analytical models to improve reverse logistics decisions. The results of this study are consistent with the results of Shahsavandi et al. (2025), Mashhadizadeh et al. (2024), Ghanbarian et al. (2023), Hahighhinia et al. (2021), Malekakhlagh et al. (2021), Mohades deilami et al. (2021), Mohammadi & Khalaj (2021), Ahmadia et al. (2020), Abdul Waheed et al. (2019), Zhang et al. (2019), and D. Xue et al. (2018). Hahighhinia et al. (2021) showed that a number of units were jointly efficient by implementing the CCR and BCC models at the levels of organizational activity and audience response; but other units were also identified as efficient by implementing the BCC model. Then, using hyperefficiency analysis, the efficient units were ranked. Finally, inefficient units in each of the social networks are identified and appropriate strategies are proposed to improve the performance of the inefficient units. This model will help media managers to identify their inefficiency compared to competitors and become an efficient unit.