Journal of New Approaches in Management and Marketing

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

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

Abstract Abstract The present study was conducted with the aim of investigating the effect of green marketing on green repurchase intention with the mediating role of green marketing strategies. The research is applicable in terms of its purpose, descriptive in terms of the nature of the data, and of the correlation type (structural equation modeling). The statistical population of this study consists of consumers of green products of HB Board Company. The desired information was collected from the study sample using an online questionnaire. Given that the number of statistical population in this study is large and uncertain, the Cochran formula for unlimited populations was used to determine the sample size, and the number of sample members was selected by considering the estimated number of 384 people as non-probability sampling, known as convenience sampling. The research tool was standard questionnaires, and the validity of the questionnaires was examined based on content, face and construct validity, and after the necessary terms, the validity was confirmed; on the other hand, the reliability of the questionnaires was estimated by Cronbach's alpha method; all variables above 0.7 Data analysis was performed at two descriptive and inferential levels, including structural equation modeling. The results showed that green marketing positively affected all green outcomes; and green advertising, brand loyalty, brand equity and brand innovation had a positive effect on repurchase intention. However, a significant moderating effect of green awareness on green brand equity and green repurchase intention was not found. Introduction Consumers' satisfaction with their green purchases is influenced by their level of satisfaction. As a contemporary approach, green marketing has important implications for consumers' perceptions and behavioral tendencies. The evolving strategies in green marketing emphasized its potential for sustainable branding. The impact of green marketing tools highlighted on purchasing behavior, reinforcing the effectiveness of green advertising in fostering positive consumer perceptions. In the case of brand loyalty, green advertising and brand innovation positively affect brand loyalty and encourage repeat purchases. They emphasized the critical role of green brand equity in shaping repurchase intention. They stated that green brand effects and trust significantly underlie green brand equity, which in turn, stimulates repurchase. Green brand innovation enhances loyalty, especially when consumers are well informed about environmental issues, and increases the chances of green repurchase. While there is a growing literature on green marketing and its impact on consumer behavior, several gaps still need to be addressed. First, the integrated effects of green marketing, advertising, brand loyalty, equity value, and innovation on consumer repurchase intention remain to be investigated (Chen et al., 2020). Second, the potential moderating role of green awareness in strengthening or weakening the relationship between green advertising, brand loyalty, equity, innovation, and repurchase intention needs further research (Alemsiyah et al., 2021). Third, while green satisfaction is known to be pivotal in influencing consumer behavior (Chen et al., 2020), its moderating effect requires further empirical research, especially on the relationship between green marketing and green loyalty. This research is conducted in Iran (HB Board Company) and specifically focuses on the construction products sector. This sector was appropriately selected due to its significant contribution to the Iranian economy and environmental degradation. Although the direct effect of green marketing on green advertising, green brand loyalty, green equity, green brand innovation, and consumer repurchase intention has been studied, the potential moderating effects of green awareness and green satisfaction on these relationships still need to be investigated. Understanding these moderating effects is crucial for businesses seeking to optimize their green marketing strategies and foster stronger consumer loyalty to environmentally responsible brands; therefore, the present study identified gaps in the moderating role of green awareness in the relationships among green advertising, green brand loyalty, green equity, green brand innovation, and consumer repurchase intention that need to be better understood. There is a need to examine how different levels of green awareness affect these links to inform marketing strategies to better target repurchase intentions. Furthermore, the effect of green satisfaction as a moderating factor in the relationship between green marketing and green loyalty has not yet been fully explored. Gaining insight into this relationship can help businesses understand how consumer satisfaction with environmentally friendly products or services enhances green loyalty; therefore, the present study aims to investigate the effects of green marketing on consumer repurchase intention with the mediating role of green marketing strategies. Theoretical Framework Green Marketing and Green Repurchase Intention According to Rahbar and Vahid (2011), eco-labeling is a powerful tool to reduce knowledge asymmetry between consumers and sellers. Secondly, an eco-brand is a name, symbol or design attached to products not harmful to the surrounding ecosystem. Consumers may find it easier to distinguish eco-brands from other types of goods by using features that distinguish eco-brands from other types of products. According to Chatterjee (2009), consumers will be more motivated to choose environmentally friendly alternatives to products with a high level of environmental impact than those with a low level of environmental impact. Based on a previous survey conducted by Rahbar and Vahid (2011), consumers in Malaysia consider the categories of products made of glass, household cleaning products, aerosols, chemicals and plastics as non-green product classes that are highly harmful to the environment. Advertising about the environment helps to form consumer values ​​and transforms those values ​​into purchasing environmentally friendly items. According to Pancić (2023), environmental signals in commercials and product labeling sometimes influence the purchase choices of 70% of respondents. Research Methodology The present study is applicable in terms of purpose, descriptive in terms of data analysis, and of the correlation type (structural equation modeling). The statistical population of this study, consumers of green products in Iran, was collected using an online survey distributed via Google Forms. The present study surveyed consumers of HB Board, a company that markets green products. HB Board offers environmentally friendly building materials and uses sustainable resources. The survey was shared through various channels such as social media platforms and email invitations to reach a diverse sample of respondents. In addition, a consent letter was attached to the survey to increase the response rate. This letter provided information about the purpose of the study and assured the respondents that their participation was voluntary and that their responses would be kept confidential and used exclusively for research purposes. Considering that the statistical population of the present study is unlimited, the statistical sample size of the study was 384 people based on Morgan's table. Therefore, the present study used a non-probability sampling method known as convenience sampling to select participants, where the survey link was shared through social media platforms, online forums, and email invitations. Research Findings Data analysis was conducted at both descriptive and inferential levels, including structural equation modeling. The results showed that green marketing positively affected all green outcomes, and green advertising, brand loyalty, brand equity, and brand innovation had a positive effect on repurchase intention. However, it did not find a significant moderating effect of green awareness on green brand equity and green repurchase intention. Conclusion The present study aimed to investigate the effect of green marketing on green repurchase intention. The findings of the present study are consistent with previous studies that show that companies engaging in green marketing have a positive impact on various aspects of green consumer behavior, including green repurchase intention, green advertising, green brand loyalty, green brand equity, green innovation, and green branding (Mahmoud et al., 2024; Ramadan et al., 2024; Hu et al., 2024; Huang et al., 2024; Molana and Haryadi, 2024). This suggests that companies can focus on something other than increasing green awareness to improve their brand and increase consumer intention to repurchase their products. These findings can help companies develop more effective green marketing strategies, enhance their brand, and increase consumer willingness to repurchase their products. Given the varying levels of green awareness and global perceptions, it will be interesting to see whether these findings are consistent across cultures and regions.

Abstract Abstract
The present study aims to present a branding model for cooperative products in Ilam Province, in terms of its applicable-developmental purpose. In terms of the nature of the data, it is qualitative-quantitative with a data-based approach, and finally, in terms of the problem or research method, it is descriptive; therefore, this research is placed in the framework of applicable research in terms of orientation. In the qualitative part of this research, theoretical sampling was used according to the subject. The statistical sample in the qualitative part includes 20 professors, specialists, experts, marketers, entrepreneurs, and owners of production cooperative companies; studied by purposive sampling and snowball method. In the qualitative part of the research, the data theorizing approach was used in line with the emergence of the learned helplessness model. In the quantitative part, the statistical population includes 384 customers of production cooperatives in Ilam province using the Cochran formula in unlimited communities and simple random sampling method. The data obtained from the distribution of questionnaires were analyzed in two parts: descriptive and inferential findings. The research findings led to the identification of causal conditions (including intra-organizational and extra-organizational factors), contextual conditions (including technical and legal infrastructures), intervening conditions (including economic and cultural barriers), strategies (including marketing and brand development strategies), and consequences (including economic and social consequences). The final research model shows that successful branding of cooperative products in Ilam province requires attention to all these factors and appropriate interaction between them. The results of this research can help managers and policymakers in the cooperative sector to develop and strengthen the brand of cooperative products and provide the basis for increasing the competitiveness and sustainable development of cooperatives in Ilam province.
Introduction
Most of the products of cooperatives in Ilam province are marketed without a brand. In such a case, there is no name or symbol of Ilam province in the production and supply of cooperative products to the market, and the products of the province are marketed under the names of others. Therefore, the cooperative products of the province are easily exported under the names of other provinces of the country due to weakness in branding and inattention to marketing, so that the credit of producing these products goes to other provinces of the country. The audience and customers of each product have different views and opinions regarding existing brands. This situation is called brand image. The products of cooperatives in Ilam province are among the productions that, despite having a high volume of product, do not have a market share and remain unknown among customers. In such a case, despite the fact that Ilam province has cooperatives related to the production in the fields of agriculture, horticulture, dairy products, animal oil, etc., there is no name or address in the production and supply of cooperative products in domestic and international markets, and the province's products are marketed under others' names. Branding and brand management have long existed in different societies to identify individuals and services in various ways. The main motivation for branding is to introduce products to customers and differentiate these products from competitors' products; therefore, it can be said that the success of cooperative products depends on the success of the product brand (Jablipo, 2015). A brand with a well-known personality brings customers' perception of the brand, as well as customer loyalty, less vulnerability to competitor marketing efforts, higher profit margins, and fewer negative customer reactions, among other results of a strong brand (He et al., 2022). A strong brand can lead to numerous marketing benefits and increase the competitive power of the product (ShiYon et al., 2022). It is usually interpreted that a brand with a positive and well-known image causes consumers to respond more favorably to product marketing activities (Malarvizhi et al., 2022). A strong brand symbolizes quality, reliability, and distinctiveness, thus improving the product's position in the market (Khan et al., 2022). In this study, researchers seek to find out the question: how and by means of what model can the branding of Ilam province cooperatives' products be presented?
Theoretical Framework
The Concept of Brand
Product brand includes broad concepts that are examined from different perspectives of marketing, consumer psychology, and strategic management. A brand is defined as a name, word, sign, symbol, or a combination of these elements that is used to identify the goods and services of a seller or group of sellers. Instrumental brand is a value-creating concept for customers and businesses, and includes a set of shared emotional bonds (He, 2022). Brand attributes may be real or unreal, emotional or logical, tangible or intangible. A brand is formed by building trust in specific promises that demonstrate unique and meaningful benefits. These promises can be formed through various communications with customers, including Internet search, websites, social media, advertising, shopping experiences, and customer service.
Importance of Brand
The importance of brand is felt more than ever in today's economic societies. Brands have become symbols and main players in various sectors including economic, social, political, cultural, and sports. The importance of brand is in achieving profit, facilitating faster selection, creating awareness and increasing the chances of survival of products. Branding is used as a tool to create distinction between manufacturers' goods (Zhang, 2022).
Brand equity
Brand equity is one of the most important marketing concepts, which includes brand awareness, perceived quality, brand loyalty, and differences in consumer choice between products with a strong brand and products with similar characteristics without a brand. Brand equity includes brand assets, brand power and brand value. (Kimura, 2021) Brand characteristics include simplicity, brevity, ease of pronunciation, lack of negative components, quick placement in people's minds and memories, ability to be introduced in the media and ability to be printed on product packages.
History of Branding in Cooperatives in Ilam Province
With the passage of time and increasing competition in the market, cooperatives realized that branding is an essential tool for survival and growth. In recent years, some cooperatives in Ilam Province have gradually begun to formulate and implement branding strategies. These strategies include determining brand identity, designing attractive logos and packaging, and using various media for advertising and brand promotion. Research on branding in cooperatives shows that this process can help strengthen the competitive position and increase the performance of cooperatives. For example, a study in Ilam Province showed that cooperatives that have taken branding seriously have been more successful in attracting customers and increasing sales (Antunes et al., 2022).
Research Methodology
In terms of the nature of the data, this research is qualitative-quantitative with a data-based approach; and in terms of the problem or research method, it is descriptive; therefore, this research falls within the framework of applicable research in terms of orientation. In the qualitative part of this research, theoretical sampling was used according to the topic. The statistical sample in the qualitative part includes 20 professors, specialists, experts, marketers, entrepreneurs, and owners of production cooperatives, selected by purposive sampling and snowball method. In the qualitative part of the research, in line with the emergence of the learned helplessness model, the data theorizing approach was used. In the quantitative part, the statistical population includes 384 customers of production cooperatives in Ilam province using the Cochran formula in unlimited communities and simple random sampling method. The data obtained from the distribution of questionnaires were analyzed in two parts: descriptive and inferential findings. The research findings led to the identification of causal conditions (including internal and external factors), contextual conditions (including technical and legal infrastructure), intervening conditions (including economic and cultural barriers), strategies (including marketing and brand development strategies), and consequences (including economic and social consequences).
Research findings
SPSS and AMOS statistical software were used to analyze the data. Confirmatory factor analysis was used to confirm the questions related to each of the variables. The results of factor confirmation using AMOS software are listed, given that the factor loading of all questions is greater than 0.3 and the significance level values ​​are greater than 1.96; therefore, it can be said that the questionnaire questions for this variable were formulated correctly.
Conclusion
The findings of this study indicate that factors such as product quality, appropriate pricing, attractive packaging, and targeted advertising play a significant role in the success of branding cooperative products in Ilam Province. Also, the results of this study showed that the use of modern technologies in the production and marketing process can help promote the brand of cooperative products in Ilam Province. In summary, it can be said that branding cooperative products in Ilam Province requires a comprehensive and targeted approach that considers all factors affecting the success of the brand. By focusing on product quality, appropriate pricing, attractive packaging, targeted advertising, and the use of modern technologies, cooperatives in Ilam Province can take effective steps towards branding their products and, in this way, pave the way for the economic and social development of the province.

Abstract Abstract This study aimed to investigate the effect of brand congruence components on brand value and purchase intention, with the mediating role of customer participatory and citizenship behaviors and the moderating role of influencers' metasocial relationships on Instagram. The research method is applicable, descriptive-analytical, and with a causal and survey approach. The statistical population included Instagram social network users, and based on the Krejci and Morgan table, 384 people were selected through available sampling. The data collection tool was a standard questionnaire with face validity and confirmatory factor analysis and appropriate reliability (Cronbach's alpha 0.904). SPSS21 software was used for the descriptive part and LISREL8.8 software was used for the inferential part and hypotheses were tested using the structural equation model. The findings showed that brand congruence through customer participatory and citizenship behaviors has a significant effect on brand equity and purchase intention. Also, influencers’ extra-social relationships play a moderating role in the relationship between brand congruence and customer behaviors. Brand equity also has a direct effect on purchase intention. Finally, it was found that customer participatory and citizenship behaviors play an important role in strengthening purchase intention. The results of this study show the importance of brand interaction with customers through Instagram influencers in shaping users’ perceived value and purchase decisions. Introduction In the digital age, the use of social media, especially Instagram, has become an effective platform for marketing and brand interaction with consumers. With the expansion of the online space and the formation of new shopping styles, marketers are increasingly paying attention to influencers as effective marketing tools (Farokhi et al., 2024). The influence of the Internet along with globalization has also provided new opportunities for businesses to use to ensure success in the market (Mohcineh et al., 2023; Babashahi et al., 2022). Familiarity with consumer buying behavior in cyberspace helps managers adjust their sales strategies by accurately understanding users' needs (Haji Ali Akbari & Rostami, 2021). Research has shown that influencers' extra-social relationships, especially on platforms such as Instagram, play an important role in customer decision-making (Castillo & Jaramillo, 2022). These relationships affect brand equity and purchase intention by strengthening brand congruence with the audience and creating participatory and civic behaviors among users (Haji Ali Akbari & Rostamlou, 2023). Influencers who are consistent with their audience in terms of attitudes, values, background, or appearance can gain more trust (Madureira & Alturas, 2022). On the other hand, social learning theories (Masuda & Han, 2022) and the cognitive information processing model (Doroudi & Razavi Satvati, 2020) also explain the impact of influencers on consumer behavior. Consumer citizenship behaviors, such as voluntarily promoting a brand or helping other consumers, play an important role in enhancing brand image and can positively affect purchase intention (Wu et al., 2022). On the other hand, brand personality congruence with the audience personality is also a factor that affects brand value and purchase intention (Liu et al., 2023). These types of partnerships can increase purchase satisfaction and loyalty (Chiou & Hsu, 2019; Shekarchizadeh & Valikhani, 2022). Therefore, in this study, we seek to answer the following main questions: Do brand congruence components have a significant impact on brand equity and purchase intention through customer participatory and citizenship behaviors by moderating the metasocial relationship of marketing influencers on Instagram? Theoretical Framework Influencer Personal Characteristics: Followers characterize social media influencers based on their observation of these personal characteristics. Three characteristics are very important for describing influencers: homophily attitude, physical attractiveness, and social attractiveness (Kim S et al., 2023(. Congruence Components Congruence components are related to similarity and are based on the principle that contact between similar people occurs at a higher rate than between dissimilar people. People with similar attitudes often connect with each other; social media influencers who are perceived by their followers to be similar to them may also be more effective due to having similar attitudes (Haji Ali Akbari, Rostamlou, 2023). Customer engagement behaviors: Engagement, that is, a customer returns to communicate with that company or brand again due to satisfaction with the quality of a company's services or preference for a brand and takes a practical action to establish a connection. Fishbon and Ajzen consider intention to determine action in a certain direction. They have defined behavioral intention as the mental probability of forming a specific behavior. (Ladhari et al., 2020). Customer citizenship behaviors: The occurrence of behaviors in the customer that help maintain and expand the social and psychological atmosphere of the workplace. This behavior includes dimensions such as helping, assistance, feedback, and advocacy (Gong et al., 2022). Brand value: Customer citizenship behavior refers to voluntary and constructive customer behaviors valuable to companies (Choi & Lotz, 2016). It creates a pleasant social environment that customers enjoy. It also increases the company's reputation and brand strength, and leads to greater profitability for the company. Companies can reinforce customer citizenship behaviors by rewarding them (Xie et al., 2017). Purchase intention: Purchase intention is the intention and motivation to purchase a specific product by a customer, which includes the customer's mental planning to use the product in the near future. Customer purchase intention is defined as the consumer's desire and intention to purchase a specific product or service from a seller. Product purchase intention arises from customers' perceptions of the service provider's performance. That is, the consumer is confident in the service provided by the seller or brand (Mohcineh et al., 2022(. Transsocial relationship: Horton and Wool (1956) defined transsocial relationships as stable relationships that users establish with an intermediary performer. The user perceives the performer as an intimate conversation partner (Sokolova & Kefi, 2020). Research methodology This research is applicable in terms of purpose, and descriptive-analytical in terms of method, in a survey manner with a causal approach. The statistical population of the present study includes all Instagram users, with a statistical sample of 384 people selected using the Krejcie and Morgan table and a simple random method. The primary data collection tool is the standard questionnaire (Bayou et al, 2023). Research findings For data analysis, SPSS21 software was used in the descriptive section and LISREL8.8 software was used in the inferential section, and hypothesis testing was done using the structural equation model. The findings showed that brand congruence through customer participatory and citizenship behaviors has a significant effect on brand value and purchase intention. Also, influencers' extra-social relationships play a moderating role in the relationship between brand congruence and customer behaviors. Brand value also has a direct effect on purchase intention. Finally, it was found that customer participatory and citizenship behaviors play an important role in strengthening purchase intention. The results of this study show the importance of brand interaction with customers through Instagram influencers in forming users' perceived value and purchase decisions. Conclusion This study shows that social media has provided a new platform for influential marketing by providing extensive communication. By producing content, users become social influencers and influence their audience’s purchasing decisions by sharing their experiences. Consumers trust these people more than traditional sellers. The results show that marketing through influencers is an effective strategy for increasing brand awareness and influencing consumers’ purchasing decisions. Social media influencers gain the trust and attention of followers by sharing their daily lives. Unlike traditional celebrities, they are ordinary people who have become influential online figures by producing content in specialized areas such as lifestyle, fashion, and travel. On the other hand, social media has become a powerful tool for organizations to connect with their target audiences and has expanded the boundaries of interaction. Users share their experiences through liking, reviewing, and producing content. Influencers also play an effective role in shaping consumers’ attitudes toward brands by relying on their expertise and influence. The use of influencers has become a key element in social media marketing campaigns, as it can create positive emotional and behavioral responses such as persuasion, excitement, and desire to experience the brand in followers. Audience trust in influencers’ messages, which is based on their expertise, credibility, and goodwill, plays an important role in improving consumer attitudes toward the brand. Therefore, the following hypotheses are put forward: Brand congruence components through customer participatory behaviors have a significant effect on expected brand value; Brand congruence components through customer citizenship behaviors have a significant effect on expected brand value; Brand congruence components through customer participatory behaviors have a significant effect on purchase intention; Brand congruence components through customer citizenship behaviors have a significant effect on purchase intention. The results of this study are consistent with the study of (Bayou et al., 2023, Khajoui, Vedadi & Ahmad 2021, Halim & Karsen 2020), Therefore, it is recommended to marketers active in the field of brand that utilize influencers to advertise their brand, who are not only popular with the general public and can communicate with ordinary people in society, but also have sufficient knowledge and expertise in the field of fashion and in the field of a specific brand, and try to always use these products in public so that their presence is strongly reminiscent of these products. Also, it is necessary for managers to hold training courses to familiarize influencers with their brand as much as possible. It is also recommended that marketing influencers provide quality and long-term communication for customer participation by considering appropriate discounts and providing free shopping coupons for some products to people who recommend this page to others. In addition, creating a customer club in cyberspace and the possibility of exchanging information between customers and the brand can create a good experience for customers and increase the feeling of participation. 

Abstract Abstract The aim of this research is to study and investigate the impact of supply chain integration dimensions on new product innovation performance through supply chain agility in Pegah Pasteurized Dairy Company in the northwest region of Iran. This study is applicable in terms of its purpose, and descriptive-analytical in terms of method, using a survey method with a causal approach. The statistical population in this study includes managers of Pegah Pasteurized Dairy in the northwest region of the country, and the statistical sample consists of 104 people, selected by the Cochran formula and a simple random method. The primary data collection tool is a standard questionnaire, and the validity was confirmed in the form of face validity and factor analysis method with the KMO index, as well as their reliability with the report of the total Cronbach's alpha coefficient (0.907). Descriptive and inferential statistical methods were used in data analysis, in which SPSS version 21 software was used in descriptive analyses; and structural equations and LISREL 8.8 software were used in inferential analyses and testing of research hypotheses. The results of the study using path analysis technique show that internal integration, customer integration, and supply chain integration have a significant effect on supply chain agility. Also, supply chain agility, market knowledge, and product development have a significant effect on product innovation capability. And internal integration, customer integration, and supply chain integration have a significant effect on product innovation capability through the mediation of supply chain agility. Introduction Supply chain management involves managing the flow of goods and services between businesses and locations, and includes the movement and storage of raw materials, work-in-process inventory, and finished goods, as well as end-to-end order fulfillment, from origin to point of consumption. In other words, timely and accurate supply chain information allows manufacturers to produce and ship only the saleable product (Karami, Rahimzadeh, 2023). Effective supply chain systems help manufacturers and retailers to reduce redundant activities. This reduces the cost of production, transportation, insurance, and storage of goods that cannot be sold. Over the past two decades, different perspectives have been examined by different researchers in the field of supply chain management; one of the important topics in this field is the concept of supply chain integration (Yu, et al., 2023). With the increase in competition in the business world and the emergence and development of new technologies, many companies in the world have turned towards integration. The goal of an integrated supply chain is to achieve effective and efficient flows of products and services, information, money, and decisions to provide the most value at low cost and high speed. In fact, supply chain integration provides a major opportunity for companies to improve their performance and market position. Supply chain integration is defined as a strategic collaboration of intra- and inter-organizational processes that leads to a more cohesive supply chain. In fact, new products are the answer to the biggest problems of organizations. The dairy industry, with its long value chain and numerous links, is considered an effective and efficient industry in the Iranian economy; and yogurt, as one of the most popular dairy products, is consumed daily by many customers. Therefore, identifying and understanding the customers' subjective expectations of this product as one of the important external sources of creating new knowledge and providing a product in line with the expectations and demands of customers is a necessary condition for the survival of dairy producers in the competitive market (Shriharsha Hungund, 2025). Pegah Dairy Company, as one of the leaders of the dairy industry in Iran, needs to improve quality, innovation and optimal supply chain management, given the perishability of products and continuous changes in demand. In the dairy industry, which is a vital part of the food industry, the use of environmental management systems and agility in the supply chain is of great importance for providing quality raw materials and responding quickly to market needs. Supply chain agility plays a key role in coordinating between suppliers, distributors and customers and ultimately, improving the health and quality of products. Therefore, the main question is: Can supply chain agility have a significant impact on improving the effects of supply chain integration on new product innovation performance in Pegah Dairy Company in the northwest region of Iran? Theoretical Framework Supply Chain Agility: An agile supply chain emphasizes improving adaptability and flexibility and has the ability to respond and react quickly and effectively to changing needs. As a type of operational capability, it refers to the ability of a company to perform activities that react and integrate with other partners in a rapid manner in order to adapt or respond to market changes (Panahi, Kazemi, 2018). Supply Chain Integration:. Supply chain integration involves the efficient integration of suppliers, manufacturers, warehouses, and stores with the aim of minimizing system costs while meeting customer demand; for this purpose, various supply chain management parameters such as lean, agile, sustainable, and green are used to achieve integration. Supply chain integration involves the efficient integration of suppliers, manufacturers, warehouses, and stores with the aim of minimizing system costs while meeting customer demand. For this purpose, various supply chain management parameters such as lean, agile, sustainable and green are used to achieve integration (Abbasi, et al. 2023). Supply chain integration can be defined as the extent to which a company collaborates and manages business processes in its supply chain. Supply chain integration is defined as the strategic collaboration of intra- and inter-organizational processes that lead to a more cohesive supply chain (Pesch et al., 2024). Over the past two decades, different perspectives have been examined by different researchers in the field of supply chain management; one of the important topics of which is the concept of supply chain integration. With the increase in competition in the business world and the emergence and development of new technologies, many companies in the world have turned towards integration. The goal of an integrated supply chain is to achieve effective and efficient flows of products and services, information, money, and decisions to provide the most value at low cost and high speed. In fact, supply chain integration provides a major opportunity for companies to improve their performance and market position. The levels of supply chain integration include the following: Internal integration Internal integration is defined as the strategic collaboration of intra-organizational processes that leads to a more cohesive organization (Freijea et al., 2024). Customer integration Customer integration refers to the interactive behavior of customers by providing constructive ideas and opinions (the role of the customer) in the process of producing a service or tangible good (Valaei et al., 2019). Market knowledge: In marketing, it is necessary to understand the organization's position which can be analyzed in terms of internal factors, i.e. strengths and weaknesses, and in terms of external factors, in the concept of opportunities and threats. Then, taking into account the analysis of the organization's position, targeted and timed planning, especially strategic planning, is carried out and a plan is designed to turn weaknesses into strengths and threats into opportunities (Lovafan, 2023). Product Development: Introducing new products to the market is one of the main activities of FMCG companies. New product development is appropriate within the scope of activities that companies use to grow market share in the existing market or to grow the total market for their products. (Freijea et al., 2024. ( Research Methodology This research is applicable in terms of its purpose, and descriptive-analytical in terms of its method, using a survey method with a causal approach. The statistical population in this study includes managers of Pegah Pasteurized Dairy in the northwest region of Iran, and the statistical sample is 104 people, selected using the Cochran formula and a simple random method. The primary data collection tool is a standard questionnaire, and the validity was confirmed in the form of face validity and factor analysis method with the KMO index, as well as their reliability by reporting the total Cronbach's alpha coefficient (0.907(. Research findings Descriptive and inferential statistical methods were used in data analysis; SPSS version 21 software was used in descriptive analyses, and structural equations and LISREL 8.8 software were used in inferential analyses and testing of research hypotheses. The results of the study using path analysis technique show that internal integration, customer integration, and supply chain integration have a significant effect on supply chain agility. Also, supply chain agility, market knowledge and product development have a significant effect on product innovation capability. And internal integration, customer integration, and supply chain integration have a significant effect on product innovation capability through the mediation of supply chain agility. Conclusion This study, focusing on Shirpegah Company, one of the leaders in the Iranian Dairy industry, has examined the role of supply chain integration at the internal, customer, and supplier levels on supply chain agility and product innovation capability. The results are consistent with previous studies such as Wong et al., (2023); therefore, it shows that all three types of integration have a significant impact on supply chain agility; and this agility, as a mediating factor, plays a key role in strengthening the effects of these integrations on product innovation. Also, variables such as market knowledge and product development directly affect product innovation. In the dairy industry, which faces challenges such as high perishability, demand fluctuations, and the need to maintain quality; creating an agile, coordinated, and responsive supply chain is of particular importance. Accordingly, effective supply chain management through the use of information technology, facilitating information flow, and enhancing interaction between suppliers, manufacturers, and customers can create a significant competitive advantage. To achieve this goal, it is suggested that Pegah Dairy Company take steps by focusing on strengthening technological infrastructure, continuously updating knowledge bases, creating effective communication networks, and developing strategic partnerships with suppliers. Also, holding training sessions to transfer experience, conducting accurate needs assessments in the supply chain, and continuous negotiation with business partners to adapt to market changes are other suggested solutions to improve performance and promote product innovation in this industry. 

Abstract Abstract The main objective of this study is the effect of customized advertising on social media on the formation of brand loyalty and perceived brand quality, mediated by emotional attachment to the brand and customer interaction with the brand among Instagram users. The research is applicable in terms of its purpose, and descriptive-analytical in terms of its method, using a survey method with a causal approach. The statistical population of the study is active users on Instagram. Due to the unlimited number of users, the statistical sample is 384 people, which was selected using the Cochran formula and a simple random method. The primary data collection tool is a standard questionnaire, the validity of which was confirmed by factor analysis with the KMO index, and its reliability by reporting the Cronbach's alpha coefficient. SPSS version 24 and LISREL 8.8 software were used in data analysis. The results of the study showed that customized advertising on social media has a significant effect on customer interaction with the brand and emotional attachment to the brand; and customer interaction with the brand has a significant effect on perceived brand quality and brand loyalty. In this regard, emotional attachment to the brand has a significant effect on perceived brand quality and brand loyalty; and finally, perceived brand quality has a significant effect on brand loyalty. Introduction The emergence of social media facilitates a wide range of new tools for communicating, interacting, and engaging customers, and this brings the value of creating collaboration (Kaur & Dhir, 2022). Today, consumers can create online brand communities that may affect perceived quality and perceived value related to the brand. Using social media sites, consumers can actively communicate with each other in online brand communities and can share stories about the brand (Meyer et al., 2022). Online communities on social media sites gradually provide a platform for consumers to interact and collaborate in the process of creating collaboration. In other words, in the digital age, social media has become a powerful platform for brands to interact with customers. One of the most important marketing tools in this space is personalized advertising, which uses behavioral data and user preferences to deliver messages tailored to each individual’s needs and interests. This type of advertising can enhance the user experience and increase the sense of value in the audience, because the consumer feels that the brand knows them as an individual and cares about them. Customizing advertising through social media is a unique opportunity (Nielsen, 2022). Emotional attachment, as an effective psychological factor, plays a vital role in the customer decision-making process and paves the way for loyalty formation (Johnson et al., 2022). Loyal customers typically prefer a brand over competitors, even when the brand faces certain problems and crises (Tyler, 2019). Also, customer interaction with the brand in terms of communication is another important issue. That is, in today's competitive world, social media should try to encourage their customers to communicate online verbally about their favorite brand, because this leads to customers dealing with the products and services of the online seller with a greater sense of trust (Vazifehdoost et al., 2023). In summary, it can be said that customized advertising on social media helps improve the perceived quality of the brand and the formation of customer loyalty by strengthening emotional attachment and increasing interaction with the brand (Doroudi & Mohammadi, 2024). These mediating relationships show that successful marketing in the digital age is no longer focused solely on sales, but is based on making human, meaningful and continuous relationships with customers (Davis & Lee, 2021). The main issue in this research is to answer the question: how does customized advertising on social media affect the formation of brand loyalty and perceived quality of the brand by mediating emotional attachment to the brand and customer interaction with the brand among Instagram users? Theoretical framework Customization of advertising: means designing and presenting advertising messages tailored to the specific characteristics, needs and interests of each audience or target group, which is done with the aim of increasing effectiveness and attracting more attention. This approach allows brands to tailor their messages based on data collected from users’ behaviors, preferences, and interactions: thus establishing a more personal and meaningful connection with customers (Efendioglu & Durmaz, 2022). Brand Loyalty Formation: Brand loyalty is the process by which consumers develop a desire and motivation to repeatedly and continuously purchase from a particular brand and choose it over competing options. This loyalty is not only based on previous satisfaction and positive experience with the product or service, but is also influenced by the deeper connections and cognitions of consumer towards the brand (Kumar et al., 2024). Perceived brand quality: Perceived quality plays an important role in purchasing decisions, customer satisfaction, and ultimately brand loyalty; because the higher the perceived quality, the greater the likelihood of the customer re-selecting and recommending the brand (Talha, Tahir, & Mehroush, 2024). Emotional brand attachment: Emotional brand attachment is the connection between an individual’s personality and the brand. This connection includes thoughts and feelings about the brand and its relationship to the individual’s personality (Zhou & Wang, 2022). Emotional brand attachment represents the deep and emotional connections of customers with the brand, and goes beyond the rational and logical aspects of the purchase (Syaputra & Azhar, 2024). Customer brand interaction: Customer brand interaction is a dynamic and mutual process in which customers communicate with the brand through various channels such as social media, after-sales service, and shopping experiences. This interaction can include active participation, giving feedback, sharing content, and responding to advertisements; all of which create a sense of belonging and customer participation in the brand life cycle (Kumar et al., 2024). Research methodology This research is applicable in terms of purpose, and descriptive-analytical in terms of method, using a survey method with a causal approach. The statistical population of the present study includes all Instagram users, with a statistical sample of 384 people selected using the Cochran formula and a simple random method. The primary data collection tool is a standard questionnaire. Research findings For data analysis, SPSS21 software was used in the descriptive section, and LISREL8.8 software was used in the inferential section, as well as hypothesis testing using the structural equation model. The findings showed that customized advertising on social media has a significant effect on customer interaction with the brand and emotional attachment to the brand, and customer interaction with the brand has a significant effect on perceived brand quality and brand loyalty. In this regard, emotional attachment to the brand has a significant effect on perceived brand quality and brand loyalty; and finally, perceived brand quality has a significant effect on brand loyalty. Conclusion In today's fast-paced and competitive world, social media, especially Instagram, has become an effective platform for interaction between brands and consumers. Personalized advertising in this space, if implemented intelligently, can play an effective role in making brand loyalty and improving its perceived quality. This effectiveness becomes meaningful when brands can form a sense of belonging and emotional attachment in the minds and hearts of users through meaningful and responsive interactions. In fact, emotional connection and positive brand experience are a bridge between targeted advertising and sustainable consumer loyalty. Therefore, in order to maintain their position in the Iranian digital market, reputable brands must achieve a deep understanding of the behavior, needs, and emotions of Instagram users and base their marketing strategies on real interaction, value creation, and mutual trust. Only in this case will personalized advertising not only lead to short-term sales, but also ensure emotional and mental loyalty to the brand in the long term; which is known as one of the most valuable assets of brands today. Numerous studies, including those by Syaputra and Azhar (2024), Kumar et al. (2024), and Talha et al. (2024) have confirmed the positive and significant effect of perceived quality on brand loyalty. Accordingly, it is suggested that brands increase perceived quality by focusing on improving the quality of products and services, enhancing customer experience and maintaining brand standards in order to attract real and continuous customer loyalty, and strengthen their position in the competitive market. Also, social media management on Instagram can identify the needs of their users and provide appropriate advertisements in accordance with the conditions and demands of users on social networks (Instagram). In this way, users feel that they can order products that are suitable for them and meet their conditions (for example, for customers who are price-conscious, introduce products that have a reasonable price and the necessary quality for the price offered, with the price lower than similar items). It is also suggested that marketing managers and social media experts increase brand loyalty by customizing advertisements for users when they visit reputable brand sites to view advertisements and new products by sending a short message thanking users for visiting or sending an email containing all the benefits of the products offered by the site. It is also suggested that, in order to establish a closer link and customer interaction with the brand, marketing managers and social media experts can act on the commitments they have made about their products, and provide up-to-date products with high efficiency and functionality. Finally, it is suggested that marketing managers and social media experts provide conditions for users to actively participate in the brand's commercial activities and provide their experiences and suggestions to others.

Abstract Abstract The aim of the present study was to develop a model for customer relationship management with an emphasis on virtual marketing strategies. Purposive sampling was used in the present study. Given the exploratory nature of the subject, a qualitative research method and data-driven theory (grounded data) were used in the form of open, axial, and selective coding. For this purpose, first, the raw data of in-depth interviews conducted with 20 experts knowledgeable about the research topic were analyzed. Open coding was performed by analyzing the interviews line by line. Axial codes were formed based on the identified open codes, and a theoretical model was developed by selective coding. Then, the paradigmatic model was approved by the experts. The results of open coding indicated that 469 indicators can be effective in customer relationship management with an emphasis on virtual marketing strategies in sports manufacturing companies in Gilan Province. Then, in axial coding, the symbols were classified into 105 concepts and 41 categories. The data obtained from the interviews were analyzed by a grounded theory approach. The results showed that seven main categories including marketing, organizational environment, infrastructure, performance, management and planning, service quality, and relationship management are important for optimizing the customer relationship management system for developing customer relationship management with an emphasis on virtual marketing strategies. Managers of sports manufacturing companies can use the identified symbols, concepts, and categories in their future planning to effectively communicate with customers. Introduction Today, the emergence of web-based services such as e-commerce, digital marketing, and similar items has caused fundamental changes in the way people live and the process of providing services in businesses (Fani et al., 2019). As a result, given the changes in digital technologies, businesses need to adapt to these changes in order to survive and profit so as to respond to customer behavior and marketing needs. New advances in technology have led to digitalization, which is the main driver of marketing innovation and has led to the use of new communication channels, branding strategies, design changes, and interaction environments (Purchase & Volery, 2020). These changes have transformed the way brands and businesses use technology for marketing purposes (Desai, 2019); therefore, the rapid trend of digitalization challenges customer relationship managers in the process of market innovation; because the process of customer acquisition with traditional methods faces serious problems and requires new methods to influence customer behavior (Purchase & Volery, 2020). Customer relationship management is based on long-term relationships with customers, understanding their needs, and responding to them through diverse goods and services through multiple channels. This perspective, which is a result of recent advances in information technology, seeks to respond better and faster to customer demands and needs, thereby establishing relationships with them and the survival of the organization (Usuli, 2020). The goal of customer relationship management is to establish closer and deeper relationships with customers and the ability and willingness to change the behavior of companies towards the individual interests and needs of each customer (Bakhtiari & Bakhtiari, 2019). According to statistics, there are 170 manufacturing units in the country capable of supplying the country's sports products, and about 50 units offer their products under sports brands. Currently, the increase in the number of sports brands, the increase in the level of competition between brands in gaining market share, the increase in the presence of foreign brands in the country's sports market, the decrease in sales of domestic brands, and the disregard for scientific principles of marketing on one hand; and the attractiveness of the Iranian market, the increase in competition between foreign goods, and the lack of sufficient research in this field on the other hand, are some of the factors that have challenged the survival of domestic sports brands and have caused a decrease in profits and even the bankruptcy of some domestic manufacturers. Unfortunately, we see that even some domestic manufacturers use foreign brands on their clothing and manufactured goods in order to sell their products, which is due to the lack of reputable brands and effective and reliable marketing strategies in the country (Azadi et al., 2015). On the other hand, the expansion of social networks in Iran has created a good opportunity for marketing and the growth of virtual culture due to the creation of an informal media space and the increase in the power of the audience. In Iran, Instagram, Telegram, Facebook, etc., are the most widely used networks, and this is a special opportunity for the sports industry to flourish and expand its performance in terms of increasing access to the audience to develop virtual marketing strategies and improve their perception of the unique value of domestic sports products (Gholami et al., 2018). Research needs to be directed to determine how managers can successfully use virtual marketing. Therefore, the main question that guides this research is: Does customer relationship management affect virtual marketing? Theoretical Framework Customer Relationship Management Customer relationship management is a management approach that seeks to create, develop, and enhance relationships with targeted customers to maximize customer value and organizational profitability. Using data collected from organizations that have implemented customer relationship management technology, it can be seen that the use of customer relationship management technology increases the value of the organization. On the other hand, living in today's competitive world without achieving desired productivity is very difficult (Dalir et al., 2017). Virtual Marketing Digital marketing is a window opened for businesses to improve their sales in a way that is in line with today's technology and, in turn, to strive to respond to consumer needs. (Seman & Segar, 2023) Digital marketing is a type of modern marketing that uses Internet-based tools to address the main function of marketing, which is effective and efficient buying and selling. Today, businesses need efficient and effective management in order to succeed in their activities; therefore, in the present era, instead of focusing on selling and providing services in the traditional way, businesses are seeking to increase their influence, attract customers, and affect them by using new methods and digital tools. (Farhang & Piri, 2022). Research Methodology The present study is an applicable research in terms of purpose, and the qualitative research method was used in the present study. The statistical population consists of two groups. The first group includes specialists and experts who were faculty members of universities in Gilan province in the field of sports management, and the second group includes experts and managers of sports product manufacturing companies in Gilan province, conducted by theoretical sampling. In the present study, the opinions of 20 elite individuals were collected during 20 semi-structured interviews until theoretical saturation. Also, mixed sampling was used in two methods: purposive and snowball. In this study, all three processes of open, axial and selective coding were used to analyze the data obtained from the interviews. Research findings The data obtained from the interviews were conducted by the grounded theory approach. The results showed that seven main categories including marketing, organizational environment, infrastructure, performance, management and planning, service quality, and relationship management are important for optimizing the customer relationship management system for developing customer relationship management with an emphasis on virtual marketing strategies. Conclusion The aim of this study is to design a customer relationship management development model with an emphasis on virtual marketing strategies for sports products in Gilan province. The results showed that the seven main categories in the paradigm model, including marketing, organizational environment, infrastructure, performance, management and planning, service quality, and relationship management, are important for optimizing the customer relationship management system for developing digital marketing strategies. These results are consistent with the findings of Bakhtiari & Bakhtiari (2019), Basri & colleagues (2019), Bani Asadi & colleagues (2019), and Ashikole & Baker (2019). Managers of sports manufacturing companies can use the identified symbols, concepts, and categories in their future planning to effectively communicate with customers. As a result, sports product manufacturing companies should prioritize customer relationship management programs and policies. According to the research results, the following suggestions are made: Since in the future, the customer relationship management system will use data for prediction and become a proactive tool, and in this regard, companies that can better use their robotic assistant will grow, it is suggested that other companies in the country take action in the field of optimizing the customer relationship management system as an open innovation; and with the entry of information technology into companies under the protection of customer relationship management, a basis will be provided for companies to move towards smart and knowledge-based companies and; by using customer relationship management software, reduce information processing costs and communicate with customers in less time and with greater speed, which ultimately results in increasing the company's competitive power in today's turbulent environment.

Abstract Abstract The aim of this research is to present a distribution strategy model in the food industry with an online marketing and sales approach. The present research is applicable-developmental in terms of its purpose, and a descriptive research conducted with a cross-sectional survey method in terms of data collection. The statistical population of the present research includes 420 managers, producers, and suppliers of high-consumption goods in Tehran, selected using a cluster-random sampling method. The collection tool includes a researcher-made questionnaire derived from a qualitative method. Face and content validity were used to measure the validity of the data collection tool, and Cronbach's alpha coefficient and composite reliability tests were used to measure the reliability of the data collection tool. SPSS and PLS software were used to analyze the findings. The results of structural equation analysis indicate that the extracted model is validated. After confirmatory factor analysis, the GoF criterion method was used to fit the overall model, and the model has a strong fit. All factor loading coefficients are greater than 0.4, indicating the suitability of this model. Introduction With the growth and expansion of technology, companies have turned to using online methods and channels to sell and distribute products. It is important to note that the use of online methods is not a substitute for traditional distribution and sales methods, but is used alongside them. Strategic marketing planning must be carried out in businesses in order to properly apply these methods, and this has a great impact on pricing and sales (Chen et al., 2021). Distribution is one of the four main elements of the marketing mix. Distribution is a powerful lever for product presentation by marketing managers, which determines the accessibility and trust of the supplier among customers (Yang et al., 2023). In simple terms, distribution is the delivery of the customer's desired product to the desired location at the desired time. The breadth of the distribution field, and its role in companies' marketing and their success have led to special attention being paid to this element of the marketing mix. One of the major issues and problems of the country in economic and commercial affairs is the shortcomings and weaknesses related to the distribution method. Distribution services and decisions related to distribution channels are of great importance in various organizations (Rusta et al., 2022). In developing a distribution strategy, attention should be paid to its coordination with the marketing strategy and, consequently, the business strategy. In the strategic business planning process, decisions should be made about the various channels of communication with customers, the costs and benefits of each of these channels, and the understanding of the business and customers around them. Then, a long-term strategy should be designed for market presence and communication with customers, wholesalers, or retailers of products (Cao et al., 2023). The distribution channel strategy should be designed within the framework of the marketing mix. First, marketing objectives are reviewed; then, the role of the product, price and promotion, and distribution are outlined and studied. The company should also decide on whether distribution is defensive or aggressive. If the intended distribution strategy is defensive, it should try to make its distribution as nice as that of competitors, but if the goal is aggressive distribution, it should try to make its distribution superior to that of competitors (Rusta et al., 2022). Given the above explanations, the researcher seeks to answer the question: what does the distribution strategy model in the food industry look like with an online marketing and sales perspective? Theoretical framework Distribution channel A distribution channel is a network of individuals and organizations involved in delivering a product or service from the manufacturer to the customer. Distribution channels are also known as marketing channels or marketing distribution channels (Yenipazarli, 2023). Online sales Online sales require teamwork and need the support of other forces such as senior management; especially when online sales are nationally relevant. In this regard and in implementing the online sales strategy, the company needs various forces; specialists or technical people, who can provide customers with sufficient information about the type of product and service before, during, or after the purchase. It is also very vital to have people with programming and search engine optimization (SEO) expertise. Online support people who are intended to provide customer service are also very important. That is, those who can play an important role in the way customers buy, pay online, and provide after-sales service to customers. Online sales are not completely separate from traditional sales; and support and administrative teams are also necessary. Sales analysts, who can speed up the online purchase process and send orders; finally, office staff who carry out administrative tasks are also very important (Seifbarghy & Kafshian Ahar, 2022). Seyedghafouri et al. (2025) investigated the identification of factors affecting distribution strategy in the food industry with an online marketing and sales perspective. This research was analyzed and reviewed using the scientific method of metasynthesis and by reviewing published articles; and 85 indicators were extracted based on 23 selected articles. Finally, 16 components were evaluated and identified, and the final framework was confirmed and identified by applying the total opinions of experts in the components of human factors, creating value for the customer, paying attention to the competence of managers, internal factors, external factors, management factors, opinion mining, digital marketing, environmental factors, content marketing, business strategies, complete knowledge of the internal and external environment, direct marketing, visual features, optimization, competitive performance. Riyadi et al. (2023) conducted a study entitled The Effect of Distribution Strategy and Price on Retail Purchase Decisions. This study was conducted with a survey approach in small stores and retail stores in Indonesia. Data were collected using a questionnaire and analyzed using structural equation modeling. This study showed that by changing distribution strategies by combining intensive, exclusive, and selective types, significant results were obtained in prices and purchasing decisions by customers. The main finding in this study was that implementing distribution strategies to adjust government policies was very effective in reaching customers in every corner of the city so that price adjustment and customer purchasing decisions were made continuously. Research Methodology The present study is an applicable-developmental study in terms of purpose, and descriptive in terms of data collection, conducted using a cross-sectional survey method. The statistical population of the present study included 420 managers, manufacturers, and suppliers of high-consumption goods in Tehran, selected by a cluster-random sampling method. The collection tool in the present study included a researcher-made questionnaire derived from a qualitative method. Face and content validity were used to assess the validity of the data collection tool, and Cronbach's alpha and composite reliability tests were used to assess the reliability of the data collection tool. Research findings SPSS and PLS software were used to analyze the findings. The results of structural equation analysis indicate that the extracted model is validated. After confirmatory factor analysis, the GoF criterion method was used to fit the overall model, and the model has a strong fit. All factor loading coefficients are greater than 0.4, indicating the suitability of this model. Conclusion The present study was conducted with the aim of presenting a distribution strategy model in the food industry with an online marketing and sales approach. The results of this study are consistent with the results of Seyedghafouri et al. (2025), Riyadi et al. (2023), Cao et al. (2023), Zhang et al. (2023), Sun et al. (2023), Wei & Dong (2022), Wang et al. (2023), Seifbarghy & Kafshian Ahar (2022), Honarmand (2022), Khoi & Jamili (2022), Bashokouh & beigi firoozi (2022), and Hahighi Kaffash et al. (2021). Riyadi et al. (2023) showed that by changing distribution strategies through combining intensive, exclusive and selective types, significant results are obtained in prices and purchasing decisions by customers. The main finding of this study was that implementing distribution strategies to adjust government policies was very effective in reaching customers in every corner of the city so that price adjustment and customer purchasing decisions were made continuously. According to the results of the study, the following suggestions are made: - Analyze the features, characteristics, and benefits of their product carefully. This analysis includes examining the quality, capabilities, performance, adaptability to customer needs, and competitive advantages of the product. By accurately understanding the features and benefits of the product, they can design unique strategies for marketing and selling their product. - They should accurately define their target market and segment it. They can pay attention to factors such as gender, age, geographical location, industry type, and other characteristics. By accurately defining the target market, they can design specific strategies for each customer group and improve the sales process. 

Abstract Abstract The purpose of the present study is DANP Composite Analysis of Spiritual Leadership Factors Based on Extra-Role Behaviors in Large Industries of Kerman Province. The research method is applicable-developmental in terms of its purpose, descriptive in terms of data collection, and quantitative in terms of implementation. The statistical population of the study includes 10 managers of large industries in Kerman province with 20 years of experience and at least ten years of managerial experience and their field of specialization is management, selected through purposive sampling. The DEMETEL questionnaire was used to collect data, which was distributed in the field to the statistical population of the study and, after completion, collected and analyzed. The DEMETEL technique (DEMETEL and ANP) was used to rank the dimensions. The results showed that membership, faith, altruism, work conscience, organizational commitment, chivalry, respect and honor, civic virtue, conscientiousness, and performance feedback are in the first to tenth priority, respectively. Introduction Employees in organizations today face complex and contradictory challenges. They are not only faced with unprecedented levels of uncertainty and constant change, but also with the expectation of taking on additional work roles and responsibilities for the betterment of the organization, a behavior known as organizational citizenship behavior. Organizational citizenship behaviors are supported by diverse leader behaviors with spiritual leadership behavior and the leader’s modeling of expected assumptions and traditions as key mechanisms in empowering the relationship (Espinosa Méndez et al., 2017). The introduction of spiritual leadership in the organization expresses the fact that the organization has the necessary capacity to create, strengthen, and support virtuous activities in its members. Therefore, spiritual leadership in the organization refers to the superior and transcendent behavior of individuals in organizations (Pawar, 2017). Spiritual leadership is a model of organizational leadership in which values ​​and behaviors are combined and create intrinsic motivation for both the leader and the follower, thereby providing a vision for the organization in which members of that organization feel a sense of enthusiasm for their presence and service, and their lives become meaningful (Moghaddisi & Zolfaghari, 2024). The most important results of spiritual leadership are increased job performance and the emergence of organizational extra-role behaviors in employees, which can indicate the success and effectiveness of spiritual leadership. Extra-role behaviors are a set of behaviors that are considered outside the scope of mandatory behaviors of individuals in the environment. However, they play a fundamental and pivotal role in creating the desired psychological and social space in the workplace. These behaviors have become a broad and extensive field of organization and management research for at least the past 28 years (Buil et al., 2019). Extra-role behaviors include a set of behaviors variously called pro-social behaviors, organizational citizenship, helping, or hybrid behaviors (Haji et al., 2023). Extra-role behaviors are a set of voluntary and discretionary behaviors that are not part of an individual's formal duties, but are nevertheless performed by him or her and effectively improve the tasks and roles of the organization. This definition emphasizes three main characteristics of extra-role behavior: first, it must be voluntary, that is, it is neither a predetermined task nor part of the individual's formal duties, second, the benefits of this behavior are formal in nature, and third, extra-role behavior is multifaceted in nature (Basu et al., 2017). Accordingly, the researcher addresses the main question: what are the dimensions and components of spiritual leadership based on extra-role behaviors? Theoretical Framework Spiritual Leadership  Spiritual leadership consists of values, attitudes, and behaviors that are used to internally motivate oneself and others in a way that promotes spirituality and individual well-being through meaning, purpose, and belonging to oneself and others (Khari & Sinha, 2018). Extra-role behaviors Extra-role behaviors are defined as work activities that are in excess of formal job requirements and contribute to the effective performance of the organization. Extra-role behavior is defined as behavior beyond job roles that is not directly and explicitly recognized by the formal reward system, while this behavior overall enhances the effective performance of the organization (Khalili Ghal’eSari & Modanlou, 2019). Ghanbarzadeh & Jafariyan (2024) investigated the role of spiritual leadership in social responsibility and social capital of first secondary school teachers in Dareh Shahr city. The findings showed that spiritual leadership has a direct and significant relationship with social responsibility and social capital of teachers and is able to explain 3.25 percent of the variance in social responsibility and 13 percent of the variance in teachers’ social capital. Other findings also showed that there was a direct relationship between spiritual leadership and social responsibility, and a positive and significant relationship between spiritual leadership and social capital at a level of less than 0.05. The result of strengthening spiritual leadership in schools increases the responsibility and social capital of teachers; education officials and planners should hold classes and courses that promote spiritual leadership knowledge for teachers. Mousavi (2023) conducted a study entitled Investigating the Relationship between Dimensions of Spiritual Leadership and Job Motivation from the Perspective of Education and Training Employees in Shahrekord. The findings showed that there is a significant relationship between seven dimensions of spiritual leadership (vision, love of altruism, faith in work, meaning in work, and organizational membership) and job motivation of education and training employees, but there is no relationship between the other two dimensions of spiritual leadership, namely organizational commitment and performance feedback, and employee motivation. In fact, the higher the level of spiritual leadership components are applied in the atmosphere of an educational organization and the decisions, procedures, policies and educational missions are formulated and implemented based on the spiritual leadership dimension, the higher the level of job motivation among the employees of this educational organization. Research Methodology The research method is applicable-developmental in terms of its purpose, descriptive in terms of data collection, and quantitative in terms of implementation. The statistical population of the research includes 10 managers of large industries in Kerman province with 20 years of experience and at least ten years of managerial experience and their field of specialization is management, selected through purposive sampling. The DEMATEL questionnaire was used to collect data from the DEMATEL department and the network analysis process to prioritize variables. It was distributed in the field to the statistical population of the research and, after completion, was collected and analyzed. Research findings The DANP method (a combination of DEMETL and Analytical Network Process (ANP)) was used to prioritize the effective factors. The results showed that membership, faith, altruism, work conscience, organizational commitment, chivalry, respect and honor, civic virtue, conscientiousness, and performance feedback are in the first to tenth priority, respectively. Conclusion The present study aimed to conduct a network meta-analysis (DANP) of spiritual leadership factors based on extra-role behaviors in large industries in Kerman province. The results of this study are consistent with the results of Ghanbarzadeh & Jafariyan (2024), Mousavi (2023), Davari et al. (2023), Haji et al. (2023), Ramezani et al. (2022), Dousti & Nastiezaie (2022), Yusefi et al. (2022), and Vu & Fry (2020). Ramezani et al. (2022) showed that the identified components had a significant relationship with the spiritual leadership style. Also, the indicators of faith, virtues, spiritual atmosphere, motivation, culture and structure were ranked first to sixth in the antecedents of spiritual leadership. In relation to the consequences of the spiritual leadership style, the indicators of moral climate, organizational health, commitment and content were ranked first to fourth, and finally, the development of divine spirituality, the development of sustainable organizational spiritual health, the development of sustainable global spiritual health, the development of sustainable human spiritual excellence, and the development of existential spirituality were ranked first to fifth in the new strategies of the spiritual leadership style. According to the results of this study, the following suggestions are made: - Holding group activities and sports competitions to strengthen relationships between employees. - Forming project-oriented work teams and granting them the necessary authority to do the work. 

Abstract Abstract
The aim of the present study is to level and relate the factors of social entrepreneurship policies in Imam Khomeini Relief Committeee. The research method is developmental-applicable in terms of its purpose, and qualitative in terms of its implementation method. The statistical population of this study includes 17 university professors, social entrepreneurship experts, and senior managers of Imam Khomeini Relief Committee, selected by purposive sampling. In order to level and examine the relationship between the factors of social entrepreneurship policies, the interpretive structural modeling (ISM) and MICMAC methods were used. Based on the results of the final model of relationships between the organizing themes, the final model of social entrepreneurship policies consists of four levels. At the first level, the theme of "promoting social justice and reducing poverty" is placed, which receives the greatest impact from other themes of the study. At the second level of the model, six themes are included: “Improving entrepreneurial capacities in the organization”, “Taking advantage of economic activity”, “Service-oriented human resources”, “Social responsibility of the relief committee”, “Creating organizational interactions” and “Improving the entrepreneurial performance of the organization”. The themes included at the second level influence the themes at the first level and are influenced by the themes at the third level. At the third level, two themes are included: “Creating an entrepreneurial organizational culture” and “Sustainable value creation in the organization”, and at the fourth level, the theme is “Drawing a vision supporting social entrepreneurship”, which has the greatest impact on the themes at the lower levels.
Introduction
Today, entrepreneurial activities have been proposed as a key axis of innovation, job creation and economic growth in the world. Among them, social entrepreneurship is a type of entrepreneurship that has recently attracted the attention of researchers. The goal of social entrepreneurship is to better understand the needs of society by entrepreneurs and also to create social responsibility towards society. High levels of social entrepreneurship can be a characteristic of a healthy society. Therefore, the need for human resource innovation processes and investment in social entrepreneurship is not endless (Davoudirad et al., 2021). Social entrepreneurship refers to a process in which entrepreneurs build or change institutions at the local community level and act by expressing useful solutions to reduce social problems such as poverty, illiteracy, environmental degradation, etc. (Viswanath et al., 2024). Due to its social nature, social entrepreneurship can have many impacts on societies; among other things, it can provide solutions to a wide range of social problems and as an effective mechanism for generating economic, social and environmental value. Social entrepreneurship has always been associated with social change processes (Gupta et al., 2020). Social entrepreneurs also act as agents of social change. They take advantage of opportunities that are ignored by others to grow society through new approaches and create solutions to improve the current situation (Haugh & Talwar, 2014). Just as an entrepreneur can create a new industry, a social entrepreneur can also find a new solution to social problems and implement it in the best possible way (Fazelipour et al., 2024). In this regard, the main research question is posed as follows: What is the leveling and relationship between the factors of social entrepreneurship policies in the Imam Khomeini Relief Committee organization?
Theoretical Framework
Entrepreneurship
Entrepreneurship is a process that involves recognizing, evaluating, and exploiting opportunities to introduce new products, access new markets, or raw materials by organizing efforts that did not previously exist (Simeone et al., 2018).
Social Entrepreneurship
Social entrepreneurship is a process in which individuals, groups, and social sectors voluntarily work to create value from unused social assets and recognize the opportunities arising from them (Davoudirad et al., 2021).
Doozandeh Ziabari et al. (2025) examined the presentation of a social entrepreneurship model in rural tourism development in tourism target villages in Gilan province. The results showed that traditional tourism entrepreneurship follows a capitalist approach, is highly profit-oriented, and ignores the social aspects of doing business, which may in turn cause further harm to already disadvantaged communities. Social entrepreneurship in tourism, referred to here as tourism social entrepreneurship, is positioned as a market-based approach to address various social problems through tourism entrepreneurship.
Viswanath et al. (2024) conducted a study titled Social Entrepreneurship Opportunity Recognition among Higher Education Students: Scale Development and Validation. According to the results of the study, a 24-item scale was developed in this study, with six factors measuring the motivational factors influencing opportunity recognition in social entrepreneurship: life experiences, social awareness, social inclination, community development, institutional gaps, and natural choice for a meaningful career.
Research Methodology
The research method is developmental-applicable in terms of its purpose, and qualitative in terms of its implementation method. The statistical population of this study includes 17 university professors, social entrepreneurship experts, and senior managers of the Imam Khomeini Relief Committee, selected through purposive sampling.
Research Findings
In order to classify and examine the relationship between the factors of social entrepreneurship policies, the interpretive structural modeling (ISM) and MICMAC methods were used. Based on the results of the final model of relationships between organizing themes, the final model of social entrepreneurship policies consists of four levels. At the first level, the theme of "promoting social justice and reducing poverty" is placed, which receives the greatest impact from other research themes. At the second level of the model, six themes are included: “Improving entrepreneurial capacities in the organization”, “Utilizing economic activity”, “Service-oriented human resources”, “Social responsibility of the Relief Committee”, “Creating organizational interactions” and “Improving the entrepreneurial performance of the organization”. The themes included at the second level influence the themes at the first level and are influenced by the themes at the third level. At the third level, two themes are included: “Creating an entrepreneurial organizational culture” and “Sustainable value creation in the organization”; and at the fourth level, the theme is “Drawing a supportive vision for social entrepreneurship”, which has the greatest impact on the themes at the lower levels.
Conclusion
The present study was conducted with the aim of classifying and relating the factors of social entrepreneurship policies in the Imam Khomeini Relief Committee. The results of this finding are consistent with the results of the research of Doozandeh Ziabari et al. (2025), Viswanath et al. (2024), Maziriri et al. (2024), Jafarinasab et al. (2023), Khalili Khezrabadi & Hassani (2023), Cortes & Lee (2021), Hoseini et al. (2022), Safari & Mooghali (2022), Nourpour et al. (2023), Mouseli et al. (2020), and Fazelipour et al. (2024). In the study of Safari & Mooghali (2022), the research findings showed that the social entrepreneurship model in non-governmental organizations includes seven dimensions of flexible structure, entrepreneurial culture, social value creation, entrepreneurial strategies, community-oriented leadership, social service-oriented employees, and innovative processes.
According to the research results, the following suggestions were made:

Developing an innovative and knowledge-based jobs document as a top-level document in the relief committee (given the missions and position of this institution in the development of the innovative and knowledge-based jobs ecosystem(
It is suggested that employees be sensitive to problems, incidents, and events that occur in the workplace by increasing their common understanding. The greater this sensitivity and commitment of employees, the more sensitive employees become in solving them, leading to better implementation of the organization's social policy. 

Abstract Abstract
The present study aims to investigate a conceptual model for promoting employee job enthusiasm in petrochemical companies. The research method was applicable in terms of purpose, and developmental research type and qualitative in terms of data type through content analysis. The statistical population included 17 managers, experts, and specialists active in the petrochemical industry along with university faculty members, selected through purposive sampling. The data collection tool was semi-structured interviews. To analyze the research findings, content analysis was used during the coding stages and Nvivo 12 software was used for the employee job enthusiasm model. The results showed that 342 initial codes were extracted, which were classified into 17 basic themes and 5 organizing themes. Employee job enthusiasm includes aspects of cognitive enthusiasm, emotional enthusiasm, social enthusiasm, physical-psychological enthusiasm, and moral-value enthusiasm. The “cognitive passion” dimension includes four subscales of the individual’s professional development path, cognitive understanding, foresight, and resilience; the “emotional passion” dimension includes four subscales of the intrinsic motivation path, positivity, effective financial incentives, and effective non-financial incentives; the physical-mental passion dimension includes managing job pressures, overcoming physical challenges in the workplace, and physical and mental balance; the social passion dimension includes social approval, social interactions, and a supportive workplace; and the moral-value passion dimension includes approval of a sense of responsibility, moral impact, and willingness to do the work.
Introduction
Employees of any organization are considered its most valuable assets. Therefore, organizations face challenges in recruiting and retaining an efficient workforce. Today, organizations are trying to attract the best and most talented people and use them to achieve their goals (Phromket et al., 2024). As a result, recruiting and retaining employees requires tools through which organizations can increase the productivity of their human resources and also provide conditions for employees to feel satisfied with their jobs (Kuhn et al., 2024).
Job enthusiasm is one of the most important concepts in human resource management that has attracted the attention of scientists, researchers, and human resource management professionals. Cross et al (2012) have defined job engagement as the degree of utilization of emotional, cognitive and physical resources to perform work tasks. In general, the concept of job engagement consists of three cognitive, emotional and behavioral dimensions. The cognitive aspect of job engagement is related to insights and beliefs about the organization, managers and working conditions. The emotional aspect of job satisfaction is related to how employees feel and how they view the organization, leaders, and working conditions; and the behavioral aspect of employee job satisfaction is a factor that includes conscious, thoughtful, and voluntary efforts by individuals to increase their level of job satisfaction, which leads to performing tasks with greater interest (Pourhabibi et al., 2023). Given the complexity of the challenges in human resource management in organizations, employees must work and have high job satisfaction to improve the organization in order to create effective solutions in performing their job tasks. Job satisfaction includes being alert to new knowledge, understanding information, and solving problems competently and successfully (Lotfi & Ali Morad, 2023). Therefore, employee job satisfaction can improve their job effectiveness, reduce absenteeism, prevent employee turnover, and reduce their complaints (Albrecht et al., 2023). Therefore, the main question of the present study is: what is the pattern of employee job engagement in Petrochemical Terminals and Tanks Company?
Theoretical Basis
Job Enthusiasm
Job enthusiasm is a positive, practical, and work-related mindset. Job enthusiasm was introduced as a multidimensional construct including vigor, dedication, and absorption. Absorption refers to the degree to which an individual is focused and immersed in their work. In this case, the individual is intensely involved in their work because the work experience is very enjoyable for them. Many people are willing to pay the price to be in such conditions. On the strength side, the individual makes a significant effort to do their work and is more stable in difficult situations. Employees with high enthusiasm are more motivated by their work and are more flexible when problems and interpersonal conflicts arise. The third dimension of job motivation is dedication, which is characterized by employees' intense psychological involvement in work and is a combination of a sense of meaning, desire, and challenge (Schaufeli & Bakker, 2010).
Cheng (2024) examined the chain-mediated role of innovative self-efficacy and harmonious enthusiasm between ambidextrous leadership and employees' innovative behavior. Ambidextrous leadership is positively related to employees' innovative behavior, while innovative self-efficacy and harmonious work enthusiasm play a mediating role. Further analysis confirms that innovative self-efficacy and harmonious work enthusiasm play a dual-chain mediating role between ambidextrous leadership and employees' innovative behavior, while Zhong-Yong thinking plays a moderating role between ambidextrous leadership and innovative self-efficacy and between ambidextrous leadership and harmonious work enthusiasm.
Banisi (2024) examined the presentation of a work enthusiasm model based on blue ocean strategy and organizational resilience mediated by job self-efficacy in private school principals. The results indicated that the work enthusiasm model based on blue ocean strategy and organizational resilience mediated by job self-efficacy in private school principals had a good fit. Also, the variables of blue ocean strategy and organizational resilience had a direct and significant effect on the job self-efficacy and work enthusiasm of private school principals, and the job self-efficacy variable had a direct and significant effect on their work enthusiasm. In addition, each of the variables of blue ocean strategy and organizational resilience mediated by job self-efficacy had an indirect and significant effect on the work enthusiasm of private school principals.
Research Methodology
The research method was applicable in terms of purpose, of the developmental research type, and qualitative in terms of data type, conducted through content analysis. The statistical population consisted of 17 managers, experts, specialists active in the petrochemical industry and university faculty members selected through purposive sampling. The data collection tool is a semi-structured interview.
Research findings
To analyze the research findings, thematic analysis was used during the coding stages and the Nvivo 12 software was used for the employee job enthusiasm model. The results showed that 342 initial codes were extracted, which were classified into 17 basic themes and 5 organizing themes. Employee job enthusiasm includes aspects of cognitive enthusiasm, emotional enthusiasm, social enthusiasm, physical-psychological enthusiasm, and moral-value enthusiasm. The "cognitive enthusiasm " dimension includes four subscales of the individual's professional development path, cognitive understanding, foresight, and resilience; the "emotional enthusiasm " dimension includes four subscales of the intrinsic motivation path, positivity, effective financial incentives, and effective non-financial incentives; the physical-psychological enthusiasm dimension includes managing job pressures, overcoming physical challenges in the workplace, and physical and mental balance; the social enthusiasm dimension includes social approval, social interactions, and a supportive work environment, and the moral-value enthusiasm dimension includes the approval of a sense of responsibility, moral efficacy, and willingness to do the work.
Conclusion
The present study aimed to investigate a conceptual model for promoting employee job enthusiasm in petrochemical companies. The findings of the present study are consistent with the results of Shao (2023), Dehghanpour Farashah et al. (2021), Tang & Li (2021), Schaufeli & Bakker (2010), Yaghoubi et al. (2022), Gerami & Malekshahi (2024), Keshavarz & Sadeghi (2023), and Meftahi (2019). In the study of Shao (2023), components such as management and training were introduced as effective elements in the formation of job enthusiasm, which is consistent with the subscales of professional development and cognitive understanding in the present study. Also, the study of Dehghanpour Farashah et al. (2021) shows that professional ethics and transfunctional performance can be the basis for strengthening job enthusiasm; which is compatible with components such as resilience and foresight in the cognitive enthusiasm dimension.
According to the results of the study, the following suggestion was made:
It is suggested that the organization design a clear career path for each employee, based on professional competencies and interests. For example, for an administrative expert, it should be specified that if they obtain specific certificates, are skilled in data analysis, and achieve high results, they will be promoted to the position of manager within a few years. This program should be accompanied by quarterly meetings with the HR manager so that the individual receives accurate feedback and targeted counseling.