Journal of New Approaches in Management and Marketing

Abstract Abstract The present study was conducted based on the paradigm of pragmatism and with a combined approach of induction and deduction. To achieve the study's objectives, a qualitative research design was used. This research is of an applicable-developmental type and aims to present a paradigmatic model for improving customers' mental image of Tehran chain stores. In terms of data collection, the research is classified as a non-experimental (descriptive) study conducted with a cross-sectional survey approach. The participants were managers of chain stores, and sampling was carried out using a theoretical method; meaning that individuals were selected based on their information adequacy and capacity to enrich the categories, and theoretical saturation was achieved by conducting 21 interviews. Data were collected through semi-structured interviews and a questionnaire. The indicators affecting customers' mental image of the store were extracted using the data-driven theory method and MaxQDA24 software and then prioritized using the fuzzy Savaray method. The results of the research model showed that causal conditions (customer experience management, co-creation of value with the customer, customer orientation and service quality) affect the central phenomenon (customers' mental image of the store). The mental image of the store, along with contextual conditions (marketing mix) and intervening conditions (store social responsibility), affects strategies and actions (internal branding and branding strategy). Ultimately, the aforementioned strategies lead to outcomes such as customer loyalty, satisfaction and trust, which reflect the dynamics and multidimensional function of mental image in promoting long-term customer relationships with the store. Introduction In recent years, chain stores with various brands have grown significantly in the country, and a fierce competitive arena has been created to attract and retain customers (Torkanloo et al., 2025). In such circumstances, customers' purchasing behavior is more influenced than ever by their perceptions and mental images of the stores. Therefore, branding and efforts to improve the store brand are a decisive factor in success (Solati et al., 2024). Sales managers and chain store owners have well understood that improving the store's mental image in the minds of customers can pave the way for improving the overall brand image and increasing the willingness to buy. By improving the store's image in the minds of customers, the likelihood of customer retention and return will increase (Sudirman & Muis, 2025). In this regard, understanding customers' mental perceptions and understanding how their attitudes towards the store are formed is considered a major prerequisite for developing effective marketing strategies and customer experience. Continuing to be present in such a dynamic market requires targeted investment in branding and creating differentiation in brand identity (Yuan & Yang, 2024). On the other hand, consumers' needs, preferences, and decision-making patterns have also undergone profound changes and have reached a more complex level than in the past. In response to these changes, large chain stores are trying to satisfy a diverse range of customers by offering a wide range of goods and brands (Jiang & Wu, 2023). However, this product variety alone does not guarantee success; because the main focus should be shifted from the brand of the goods to the store brand and the image that the customer has of the entire shopping experience. Therefore, in the current competitive conditions, retailers must improve their image among customers in order to defend their position in the market (Nakamori et al., 2024). In Iran, with the emergence of new structures and the use of new technologies in the retail sector, a fierce competitive environment has been formed between stores to attract the attention and trust of customers. Customers in this market, based on their mental impressions and associations, have a specific idea about each store, which creates a mental image of the store within their perception (Berah moghadam et al., 2024). According to this view, consumers keep a set of real or mental beliefs about each store in their memory and are confident in the accuracy of those beliefs. In such circumstances and given the increasing competition, it is necessary for the country's chain stores to adopt a customer-centric approach to marketing in order to recognize their current position and plan to achieve the desired situation (Raispour et al., 2025). Statistics show that customers play a key role in the continuation of competition and profitability of chain stores. Global studies indicate that an increase of only 5% in customer retention rates can increase company profits by 25 to 95% (Jones et al., 2025). Successful branding has caused a change of about 15% in customer retention. Also, consumers who are loyal to brands make up 65% of the company's business and spend 43% more on brands they are loyal to (Stephens et al., 2025). According to statistics from the National Chain Store Association, the turnover of the country's retail industry was estimated at about 920 trillion, of which the share of chain stores Chains accounted for 10 percent, and the rest belonged to small and traditional retailers (Bormeideh et al., 2024). Also, in the retail industry, which also includes chain stores, the average customer retention rate globally has been reported to be about 63 percent, while the overall average for other industries is about 75 percent (Aghakhani Bezdi Langari & Hassani, 2023). In such a situation, the gap between the actual perception of customers and the marketing approaches of chain stores increases, and the need for a scientific analysis of this gap and a solution to it is highlighted. Accordingly, the aim of the research is to identify the components affecting the mental image of customers, explain the cognitive and behavioral mechanisms that shape this image, and present a native paradigmatic model to improve the perception of customers of chain stores in Tehran. This aim has been formulated in order to answer a fundamental question: How is the pattern of improving the mental image of customers in chain stores in Tehran explained and what elements and relationships shape it?  Theoretical framework Brand image Brand image is a multidimensional concept that reflects the perceptions, feelings, and accumulated experiences of the audience of a brand. This image is the result of a continuous process of interaction between the customer and the brand and shows how people mentally perceive the identity, value, and reputation of the brand (Tahir et al,. 2024). Store Image The concept of "store image" was first introduced in the marketing management literature in 1958 by Martineau. He considered store image to be a set of customer perceptions formed by a combination of functional characteristics (such as the quality of goods and services, layout and price) and psychological characteristics (such as store atmosphere, employee behavior and customer emotions). Although this concept did not receive much attention in the early years, its importance has increased significantly in the last two decades with the rapid expansion of chain stores and changes in shopping patterns (Lang et al., 2023). Research Methodology This study was designed based on the paradigm of pragmatism and with a combined approach of induction and deductive and was conducted with the aim of providing a paradigmatic model for improving customers' mental image of chain stores in Tehran. In terms of methodology, it is classified as non-experimental and descriptive research and was implemented in the form of a qualitative design and cross-sectional survey. In the qualitative section, the participant population included theoretical experts in the field of marketing management and empirical experts including senior managers, marketing managers, and customer experience managers in chain stores in Tehran, and ultimately 21 interviews were used as the basis for analysis. Research findings The final result of the analysis was the identification of 6 selective codes, 12 central codes, and 63 open codes. The results of the research model showed that causal conditions (customer experience management, co-creation of value with customers, customer orientation and service quality) affect the central phenomenon (customers' mental image of the store). The mental image of the store, along with contextual conditions (marketing mix) and intervening conditions (store social responsibility), affects strategies and actions (internal branding and branding strategy). Ultimately, the aforementioned strategies lead to outcomes such as customer loyalty, satisfaction and trust, which reflect the dynamics and multidimensional function of the mental image in promoting long-term customer relationships with the store. It was also determined that the perceived risk index of purchasing from the store is in the first priority, the ethics index and adherence to ethical responsibility is in the second priority, the index of providing products and services based on customer needs is in the third priority, the index of establishing the possibility of mutual and reciprocal relationships with customers with a weight of 0.0864 is in the fourth priority, and the index of mental association of the store with customers is in the fifth priority. Conclusion The research results are in line with domestic and foreign studies, and in the form of an integrated model, it explains the mechanism of customer image formation. Causal factors including customer experience management, value co-creation, customer orientation and service quality, like the findings of Torkanloo et al. (2025), Yuan & Yang (2024), and Mousavi & Fadai (2023), confirm the determining role of customer experience, interaction and recognition of real customer needs. In the context of factors, the marketing mix and social responsibility are introduced in accordance with foreign research, guiding perception and strengthening positive mindset. Customer image as a multidimensional construct including perceived value, risk, ease of purchase, and brand associations is presented in this study in a more coherent way than previous studies. Internal branding strategies and brand strategy show that employee alignment and clear policy-making play a direct role in shaping image. The final outcomes including trust, satisfaction and loyalty are also consistent with the results of previous research and emphasize that positive image strengthens purchasing behavior and customer relationship continuity. The suggestions emphasize the importance of creating a lasting experience for customers through dynamic environmental design, targeted sensory stimuli, and professional employee behavior, and further consider it essential to provide a platform for two-way interaction for co-creation of value by utilizing behavioral data and customer participation in improving services. Also, strengthening the customer-centric approach by deeply understanding needs, providing personalized offers, and focusing on key customers is introduced as an effective factor in increasing loyalty. Improving the quality of services by improving physical standards, effective responsiveness, and strengthening empathetic behavior of employees, along with intelligent design of the marketing mix including product, price, promotion, and distribution, can create a coherent and attractive experience. Attention to social responsibility and institutionalization of ethical and environmental principles provide the basis for public trust and strengthening brand credibility, and ultimately focusing on improving the mental image of customers and developing internal and strategic branding strengthens organizational cohesion and a positive perception of the value and quality of Tehran chain stores.

Abstract Abstract This study was conducted with the aim of studying the effect of alliance marketing on marketing performance with the mediating role of brand image in automotive industry holdings. The research method is applicable in terms of its purpose, quantitative in terms of implementation method, and descriptive-correlational in terms of nature and method. The statistical population of senior managers, marketing managers, and experts of automotive holdings in Tehran was 256 samples. A standard questionnaire based on a 5-point Likert scale was used to collect research data. The content validity of the tool was confirmed by specialists and experts, and Cronbach's alpha and composite reliability were used to measure the reliability of the tool. By distributing the questionnaire, the validity of the tool was measured with three methods: construct validity (external model), convergent validity (AVE), and divergent validity. The AVE value for all variables must be greater than 0.5. SPSS and PLS software were used to analyze the data. The research findings show that alliance marketing has a positive effect on marketing performance. Alliance marketing has a positive effect on brand image in automotive industry holdings. Brand image has a positive effect on marketing performance. In addition, the results showed that brand image has a positive mediating role in the relationship between alliance marketing and marketing performance. In general, the more coordination, synergy, and unity between marketing units, the more coherent, reliable, and positive the brand image is formed in the minds of customers, and this image in turn improves marketing performance indicators such as customer attraction, loyalty, and profitability. Introduction In the current turbulent and changing business environment, organizations are faced with challenges such as widespread uncertainties, intense competition, limited human and financial resources, and lack of specialized knowledge. In such an environment, economic enterprises are forced to cooperate and synergize with other companies to survive and improve their competitive position. These collaborations, which take the form of business alliances, have recently become one of the fundamental pillars of business development and growth strategies. Business alliances are considered strategic agreements between companies that aim to enter new markets, develop joint products, exchange technology, and exploit complementary resources and skills (He et al., 2024). Such alliances help organizations to improve their marketing performance and gain greater competitive power in the market by combining capabilities and leveraging each other's advantages (Mehdikhani & Valmohammadi, 2019). Among the different types of organizational alliances, alliance marketing has a special place. Alliance marketing is a type of strategic cooperation between two or more companies that aims to achieve common goals in the field of marketing and sales (Oyedele et al., 2023). This type of alliance can include the exchange of knowledge and information, the design and implementation of joint advertising campaigns, the use of joint distribution and promotion channels, and the use of marketing resources of the parties (Sadiqi et al., 2016). The main goal of such collaborations is to increase market share, strengthen brand identity and awareness, and create sustainable competitive advantages. In this way, organizations can make their marketing processes more efficient and improve their brand position in the minds of customers by using each other's marketing capabilities (Oyedele et al., 2023). However, some researchers believe that alliance marketing between companies is always accompanied by certain challenges and risks. For example, Choi & Contractor (2019) state that “relational risk” is one of the inherent dimensions of such collaborations. This type of risk refers to the possibility of opportunistic behaviors such as failure to fulfill commitments, incomplete cooperation, secret knowledge transfer, concealment of valuable information, or pursuing personal interests instead of collective interests. The existence of such dichotomies shows that the field of marketing alliances still requires further study and analysis. This is especially important in today’s competitive and dynamic environments; because identifying the factors affecting the success or failure of alliances can help design more effective collaboration strategies between companies. The main issue of the present study is that automotive companies need to develop marketing alliances between themselves and their subsidiaries to maintain their competitive position and improve market performance. The lack of such coordination and unity among marketing units can lead to inconsistency in the implementation of advertising strategies and weakening of the main brand image. Therefore, the central question of this research is: what effect does alliance marketing have on marketing performance and what is the mediating role of brand image in this relationship?  Theoretical Basis Alliance Marketing and Marketing Performance Alliance marketing is a process in which a group of market players enter into purposeful cooperation with the aim of achieving common interests and synergy in performance. Many companies are unable to fully implement their marketing strategies independently due to limited access to the required resources, either tangible resources such as capital and infrastructure, or intangible resources such as knowledge, expertise, and brand reputation. In such circumstances, they enter into interaction and resource sharing with other companies, even competitors, and sometimes with consumers, in order to create more sustainable competitive advantages through collective cooperation (Bendig et al., 2024). Alliance Marketing and Brand Image Companies need to use new strategies to become pioneers and market leaders. One of these strategies is alliance marketing. This approach emphasizes marketing strategies that focus on building brand image, through which companies can attract higher prices and positive customer attention. In contrast to this approach, there is the individualistic approach, in which the company carries out all its marketing activities alone. In this case, although companies usually collaborate with supply chain members, they remain highly individualistic and try to implement their marketing strategies independently. Individualistic efforts provide companies with insights into actions that can lead to superiority over their competitors, but ignore the impact of collective action by companies (Humphreys & Carpenter, 2018). Wasim zaka (2025) studied “The Effect of Communication Quality and Brand Image on Customer Loyalty with the Mediating Role of Customer Satisfaction”. The research findings showed that communication quality had a positive and significant effect on customer loyalty of Islamic Bank of Afghanistan and brand image affected customer loyalty. Also, communication quality on customer satisfaction was confirmed. Najafi yazadi et al. (2025) studied “Analysis of Intellectual Paradigm and Drawing Scientific Mapping of International Research in the Field of Brand Image”, the results showed that the most research was in 2021 with 55 articles (13.8%) and the United States is the most active country in this field with 80 articles (20%). Research Methodology This research is applicable in terms of the aim, and descriptive-correlational in terms of the method. The statistical population of the study includes 420 senior managers, marketing managers and experts of automobile holdings in Tehran, 256 of whom were selected as a sample by a stratified random method using the Cochran formula. To collect data, a researcher-made questionnaire on a five-point Likert scale was used. The findings from the Cronbach's alpha test and composite reliability to measure the reliability of the research tool are reported in Table 2. To examine the validity of the tool, content validity (expert opinion) was used and its validity was confirmed. Then, by distributing the questionnaire, the validity of the tool was measured with three methods: construct validity (external model), convergent validity (AVE) and divergent validity. The AVE value for all research variables must be greater than 0.5. In order to test the research hypotheses, structural equation modeling was used in the context of smart pls2 statistical software. Findings Research findings has shown that alliance marketing has a positive impact on the marketing performance of automotive holdings. Alliance marketing also strengthens brand image and consolidates positive associations in the minds of customers. Brand image itself plays an important mediating role in the relationship between alliance marketing and marketing performance. Thus, cooperation and coordination between marketing units, synergy in activities, and promotion of brand image pave the way for improving indicators such as customer attraction, loyalty, and profitability. These findings demonstrate the importance of alliance marketing and intelligent brand image management in the long-term success of automotive holdings.  Discussion and Conclusion This study aimed to investigate the effect of alliance marketing on marketing performance with the mediating role of brand image in automotive industry holdings. The research method was quantitative and descriptive-correlational and data were collected from managers and experts of holdings through a standard five-point Likert questionnaire. The results showed that alliance marketing has a positive and direct effect on marketing performance and, by strengthening brand image, also creates an important mediating effect on marketing performance. The results show that alliance marketing has a positive and significant effect on marketing performance of automotive industry holdings. This finding confirms the existing literature that emphasizes the importance of inter-organizational collaboration in improving marketing performance. Bendig et al. (2024) have stated that companies cannot always achieve their marketing goals independently due to limited resources or specialized knowledge, and collaboration with others, including competitors or consumers, provides the opportunity for synergy in performance. Also, Wasim zaka's (2025) findings have shown that market collaboration can accelerate the product adoption process and increase the penetration of marketing strategies. The present study showed that in automotive holdings, marketing alliances also coordinate advertising efforts and improve efficiency in market access and increase customer satisfaction. The results show that alliance marketing has a positive effect on the brand image of companies. This is consistent with the findings of pich et al. (2024), who emphasized that collaboration in marketing activities leads to synergy of brand messages and increases brand credibility in the minds of customers. Humphreys & Carpenter (2018) also state that collaboration between brands can strengthen the brand position in the consumer's mind and improve brand image. The results of the study indicate that brand image has a significant and positive effect on marketing performance. This finding is consistent with the existing literature. Rafiei et al. (2024) believe that brand image is a reflection of consumer experiences and evaluations and directly affects customer attitudes, purchase intentions and actual behavior. Valmohammadi et al. (2024) also state that successful marketing activities are the main driver in creating a positive brand image. Practically, this finding shows that when brands have been able to create a positive and strong image in the minds of customers, their marketing performance also improves. This includes increasing customer loyalty, improving market share and increasing perceived brand value. Therefore, brand image is not only a marketing outcome but also a key factor in enhancing marketing performance. The analysis shows that brand image plays an important mediating role in the relationship between alliance marketing and marketing performance. This finding is consistent with the theory of brand image transfer and Pinello's (2023) studies, which show that marketing alliances can transfer positive customer perceptions of a brand to the partner brand, thereby strengthening the effect of alliance marketing on marketing performance.

Abstract Abstract This study aims to design a comprehensive and dynamic model to explain organizational resilience in Iranian small and medium-sized enterprises. Given that these companies operate in a unique ecosystem of permanent crisis, traditional resilience models based on cross-sectional shocks seem inadequate to explain their dynamics. This research is exploratory and theoretical in nature and is based on the interpretive paradigm. A mixed methodological approach including metasynthesis as the main method and bibliometric analysis as a complementary method was used, and bibliometric data were extracted from 953 articles in Scopus and analyzed with VOSviewer software. After a systematic search of reliable databases and screening, 67 key articles were selected and synthesized and integrated through a content analysis process. Qualitative data analysis led to the identification of 460 unique conceptual codes that were categorized into 15 organizing themes and 5 overarching themes including: “1. Drivers and enabling factors, 2. Multilevel capabilities (individual/entrepreneurial, organizational, network/institutional), 3. Dynamic process cycle (anticipation, exposure, learning), 4. Resilient strategies (defensive, adaptive, offensive), and 5. Heterogeneous outcomes”. The main finding of the research is “A dynamic and multilevel model of organizational resilience in a permanent crisis environment,” which conceptualizes resilience as an evolutionary meta-capability. This research presents the first comprehensive and dynamic theoretical framework to explain resilience in the Iranian perma-crisis ecosystem, and its main innovation lies in conceptualizing resilience as an evolutionary process for the strategic transition from survival to evolution and showing the mechanisms of this transition. Introduction The business landscape is witnessing a paradigm shift as it enters an era of constant turmoil and unpredictable disruptions. This environment, described as the “Woka world”, has seriously challenged the fundamental principles of traditional strategic management. In these circumstances, the survival and sustainable growth of organizations requires a capacity beyond short-term resistance, known in the literature as the concept of organizational resilience (Chi et al., 2025). The understanding of the concept of resilience has evolved from the traditional “go back” perspective to the new “leap forward” paradigm, emphasizing strategic learning and transformation (Hernes et al., 2025). However, the existing literature suffers from three gaps: theoretical fragmentation and lack of integrated models, a homogeneous view of resilience pathways, and a lack of sensitivity to context. Much of the research has examined resilience in response to episodic crises and has not been able to explain it in the context of a permanent crisis (permacrisis), a structural situation in which multiple and intertwined crises have become the norm (Maalouf et al., 2025). This concept accurately describes the unique nature of the Iranian business environment. Iranian companies, especially small and medium-sized enterprises, operate in a multi-crisis ecosystem shaped by a combination of factors such as economic and institutional instability, international sanctions, social unrest, geopolitical tensions, and infrastructure challenges (Shabani et al., 2025). Numerous pieces of evidence, including the National Business Environment Monitoring Reports and the unprecedented rise in the Uncertainty Index, confirm this turbulent ecosystem. These conditions render resilience models developed in more stable environments ineffective. At the heart of this ecosystem, SMEs, as the driving force of the economy, face a paradox: on one hand, they are more vulnerable due to resource constraints; and on the other hand, they have a higher potential for agility due to their flexibility (Koporcic et al., 2025). How this potential is activated in Iran’s high-risk context is a question that, despite valuable domestic research, still requires a comprehensive model based on systematic knowledge synthesis. Accordingly, this study aims to design and present a comprehensive, dynamic, and multi-level model of organizational resilience for SMEs in Iran’s perma-crisis ecosystem. This article conceptualizes resilience as an evolutionary meta-capability for the transition from survival to evolution, moving beyond a static perspective. To achieve this goal, this research uses meta-synthesis and bibliometric analysis to systematically synthesize previous researches to arrive at a new and context-sensitive theoretical framework and answer the fundamental question: "What are the dimensions and components of a comprehensive model of organizational resilience in Iranian small and medium-sized enterprises in a permanent crisis ecosystem?" The theoretical framework Organizational Resilience Hepfer & Lawrence (2022) defines resilience as “the ability of an organization to anticipate, respond to, recover from, and learn from adversity”. Organizational resilience is a multilevel phenomenon. The existing literature generally distinguishes three key levels of resilience: individual, organizational, and network/institutional (Hillmann & Guenther, 2021). 1. Individual level: This level focuses on the psychological resilience of employees, managers, and especially entrepreneurs (Hartmann et al., 2022). In the context of small and medium-sized enterprises, the individual resilience of the entrepreneur plays a vital and pivotal role in guiding the entire organization’s response to a crisis (Leonelli et al., 2024). 2. Organizational level: This level, which is the main focus of this research, addresses the resources, processes, capabilities, and structures that allow the entire organization to cope with disruptions (Barasa et al., 2018). 3. Network/Institutional Level: This level examines resilience beyond the boundaries of an organization and focuses on the quality of the institutional environment, supportive policies, and the organization’s relationships with external actors and stakeholders (Koporcic et al., 2025). Koporcic et al. (2025) in a comprehensive umbrella review, identified key barriers to resilience in SMEs as constraints related to firm size and greater vulnerability to shocks, financial constraints and ineffective leadership and lack of crisis management skills; and key coping strategies included business continuity planning, organizational culture, technology adoption, proactive manufacturing, and strategic cooperations. De Waal et al. (2025) identified four heterogeneous resilience paths (incomplete recovery and survival, performance recovery, leapfrogging, explosive leap) in a longitudinal study of Ukrainian companies in war conditions, which shows that survival in critical conditions is itself a form of resilience. Research Methodology This research is exploratory and theoretical in nature, based on an interpretive paradigm, and uses the meta-synthesis and bibliometric analysis methods. Research Findings Data analysis was conducted using the meta-synthesis method as the main method and bibliometric analysis as a complementary method. Also, bibliometric data were extracted from 953 articles in Scopus and analyzed with VOSviewer software. After a systematic search of reliable databases and screening, 67 key qualitative and conceptual studies were finally selected and synthesized and integrated through a content analysis process. The results showed that 460 conceptual codes were classified into 15 organizing themes and 5 overarching themes including “drivers and enabling factors, multilevel capabilities, dynamic process cycle, resilient strategies, and heterogeneous outcomes.” The main finding of the research is “A dynamic and multilevel model of organizational resilience in a permanent crisis environment”. This model conceptualizes resilience as an evolutionary meta-capability that emerges from the dynamic interaction between the reservoir of multilevel capabilities and the flow of a continuous learning cycle and includes the following elements: 1) drivers and enabling factors (permanent crisis context); 2) the core of resilience including multilevel capabilities (individual/entrepreneurial, organizational, and network/institutional) and a dynamic process cycle (anticipation, exposure, learning); and 3) heterogeneous outcomes (from survival to explosive mutation). This model operates through strategic choices (defensive, adaptive, offensive) and evolves over time with feedback loops and an “evolutionary learning spiral”. Conclusion The present study aimed to provide a comprehensive and dynamic model of organizational resilience in Iranian SMEs in a permanent crisis ecosystem using a meta-synthesis method. The findings of this study are fully consistent with studies that emphasize the pivotal role of the leader in SMEs (Leonelli et al., 2024; Branicki et al., 2018). However, this model goes further and shows that leader resilience (including strategic intelligence and managerial competencies) is not only a driver, but also the main catalyst for activating capabilities at other levels. At the organizational level, this model is consistent with the main literature by highlighting capabilities such as agility, learning culture and digital transformation (Georgescu et al., 2024; Dowlatabadi, 2025) and shows that organizational capabilities are a platform for institutionalizing individual-level experiences and intuitions and transforming individual learning into organizational memory. At the network level, this model is also consistent with the findings of researchers by emphasizing strategic partnerships and resource dependency management (Koporcic et al., 2025). In the Iranian context, where formal institutions are weak and unreliable, informal and trust-based networks (social capital) become an alternative infrastructure for business. At the macro level, the resilience of small and medium-sized enterprises affects the resilience indicators of society, and supportive government policies can lead to strengthening the country's business ecosystem. This research, by moving beyond simplistic models, attempted to open the black box of resilience in the unique context of Iran's permanent crisis.

Abstract Abstract
The aim of the present study is to analyze the effectiveness of persuasive advertising in social networks. The research method is applicable in terms of its purpose, quantitative in terms of implementation, and descriptive survey in terms of data collection. The statistical population of this study consisted of 15 experts from university professors, managers, and marketing specialists, selected through purposive sampling. The tools used were a demographic information questionnaire and a researcher-made questionnaire. The DEMAT questionnaire was used to collect data from the DEMAT section and the network analysis process to prioritize variables. The DENP method (a combination of DEMET and the Analytic Network Process (ANP)) was used to prioritize the influencing factors. The results showed that six main categories, including market needs, research opportunities, social and economic impacts, technology and innovation, societal trends, and social network structure, are in the first to sixth priority, respectively.
Introduction
One of the most important and biggest changes occurred in the field of human life is the emergence of virtual social networks on the Internet. Almost all thinkers and philosophers agree that social media has transformed and influenced human lifestyles and life, although there are different views on the nature, intensity, and type of these effects (Keshwarian et al., 2014). In the past decade, consumers have increasingly connected with both marketers and other consumers through dynamic networks known as virtual social media. Currently, the number of social media users worldwide exceeds four billion; a figure that represents an increase of almost 9% in 2019 alone (Areo & Oyeniran, 2021). Along with the significant increase in social media users, marketers have also chosen social media marketing year after year for various purposes, including advertising, research, customer relationship management, and after-sales service. The majority of marketing managers believe that virtual social media is used primarily for “brand building and brand awareness” activities, and evidence from academic studies also suggests that effective use of social media helps improve brand awareness and brand image, and ultimately product and service awareness, and even improve the financial performance of brands (Haque Beg et al., 2020). This has made the influence of virtual social networks in creating a mental image of brands, companies, and their products and services, as well as in customers’ purchasing decisions, a prominent trend in advertising and marketing discussions (Amirkhani Sararudi, 2025). In Iran, due to limited access to Telegram, Facebook, and Twitter; Instagram was used in this study as a popular application among Iranians, which has attracted much attention from various businesses in terms of marketing and advertising, given the global user community of this virtual social network. According to the latest statistics from the site of Statista, the number of Instagram users in Iran has reached more than 25 million (Khosravilaghab et al., 2022). In recent years, manufacturing companies in the clothing industry have specifically entered the field of Instagram advertising and have been trying to attract Iranian Instagram users to their goods and services by using various advertising tricks such as offering prizes, using celebrities, etc. The important point here is that despite the development of theoretical and empirical knowledge about advertising activities, research and theoretical knowledge in the field of measuring and effectiveness of social network advertising, especially Instagram, in Iran is still in its infancy, and advertising customers do not have a framework for measuring the effectiveness of their advertising; and initial studies also show that many advertising companies still Content producers on Instagram use old models of effectiveness measurement, such as the Aida and Dagmar models, to measure the effectiveness of their advertisements. However, the Instagram environment is very different compared to traditional media, and this difference leads to differences in measuring the effectiveness of advertisements (Hessani Khabr et al., 2025). Therefore, the main question of this research is: how is the presenting of a development model for the effectiveness of persuasive advertisements on social networks?
Theoretical framework
Social networks
Social networks are online platforms that enable the production, publication, and exchange of content and interaction between users and play an important role in shaping consumer behavior and digital marketing (Zhao & Chen, 2023).
Advertising
Advertising as an effective tool for raising awareness and introducing companies, goods, services, and even ideas and views has undergone extensive changes over time. In the contemporary world, advertising has become an indispensable element of the structure of organizations and even cultural and social arenas, such that the continued effective activity of many businesses and social institutions depends to a large extent on the level of success in information and advertising (Sinha, 2021).
Hessani Khabr et al. (2025) examined the presentation of a developmental model for the effectiveness of persuasive advertising on social networks. The results showed that in open coding, the researcher achieved 146 concepts, classified into 31 categories. Persuasive advertising on social networks can have significant effects on consumer behavior and attitudes. These effects include changes in consumer behavior, intensification of competition, formation of values ​​and beliefs, impact on decision-making, change in social behavior, impact on brand trust, change in brand attitude, and impact on social networks. However, these effects are dependent on various factors such as technological changes, social and cultural changes, economic changes, legal and political changes, changes in competition and changes in advertising content and format. As a result, to increase the effectiveness of persuasive advertising on social networks, it is recommended to pay special attention to these factors.
Saghafian et al. (2024) studied the presentation of a model of customer engagement with brands on social networks with an emphasis on cultural differences. The results show that the dimensions and components of customer engagement with brands have an impact on social networks with an emphasis on cultural differences. The results also show a strong and very appropriate fit of the model.
Research Methodology
The research method is applicable in terms of its purpose, quantitative in terms of implementation, and descriptive survey in terms of data collection. The statistical population of this research was 15 experts from university professors, managers, and marketing specialists, selected through purposive sampling. The tools used are a demographic information questionnaire and a researcher-made questionnaire. The DEMATEL questionnaire was used to collect data from the DEMATEL section and the network analysis process to prioritize variables.
Research findings
The DANP method (a combination of DEMET and Analytical Network Process (ANP)) was used to prioritize the effective factors. The results showed that 6 main categories, which include market needs, research opportunities, social and economic impacts, technology and innovation, community trends, and social network structure, are in the first to sixth priority, respectively.
Conclusion
The present study was conducted with the aim of network meta-analysis (DANP) of the effectiveness of persuasive advertising on social networks. The results of this study are consistent with the results of Hessani Khabr et al. (2025), Saghafian et al. (2024), Mohammadi et al. (2024), Mashhadizadeh et al. (2024), Torki et al. (2023), Motiei (2023), Ghiasian et al. (2021), Ahadi & Ghasemi (2020), and Gordon et al. (2019). Hessani Khabr et al. (2025) showed that in open coding, the researcher reached 146 concepts, which were classified into 31 categories. Persuasive advertising on social networks can have significant effects on consumer behavior and attitudes. These effects include changes in consumer behavior, intensification of competition, formation of values ​​and beliefs, impact on decision-making, change in social behavior, impact on brand trust, change in brand attitude, and impact on social networks. However, these effects are dependent on various factors such as technological changes, social and cultural changes, economic changes, legal and political changes, changes in competition and changes in advertising content and format. As a result, in order to increase the effectiveness of persuasive advertising on social networks, it is recommended that special attention be paid to these factors.
According to the results of this study, the following suggestions are made:
 One practical way to implement this strategy is for companies to advertise Produce products that focus on specific needs, such as “environmental sustainability” or “high quality.” For example, if a clothing company uses recycled materials, it can create advertisements that emphasize this feature to attract customers who are sensitive to environmental issues.
 Companies can create more effective advertising strategies and increase the effectiveness of their advertising by considering the needs and motivations of customers.

Abstract Abstract The aim of this research is to present a marketing model for health tourism with an emphasis on medical equipment. The present research is applicable-fundamental in terms of its purpose and exploratory-survey in terms of its nature and method. The statistical population of the present study includes 15,000 employees and faculty members of Mazandaran University of Medical Sciences. The Cochran formula was used to determine the sample size, and 375 people were selected as a sample using simple random sampling. The collection tool in the present study includes a questionnaire. SPSS and PLS software were used to analyze the findings. The findings showed that economic and policy factors indirectly affect marketing development through infrastructure and service quality. Infrastructure conditions have a positive and significant effect on service quality, patient experience, and marketing development, but its direct effect on destination image was not significant. Service quality indirectly affects marketing development through patient experience, and destination marketing and image directly enhance the development of health tourism. After confirmatory factor analysis, the GoF criterion method was used to fit the overall model, and the value obtained was 0.617. Therefore, the model has a good fit. Introduction In the present era, the increasing spread of technology and the accelerated effort for industrialization and rapid urbanization and machine life in most countries of the world, especially in third world and developing countries, bring with them problems. A person tired of today's society who has taken a marginal role next to industry must work like a machine to make a living and live more comfortably and not show his fatigue. Although he looks very satisfied and happy on the outside, he suffers from boredom and depression more than any other time in history. It is obvious that a society benefits from dynamism and vitality when its citizens enjoy optimal physical and mental health. But the present century, which is rooted in technology and industry and has been called the century of anxiety, stress, and nervous disorders among different centuries and eras, has always had an adverse effect on human health and has brought about new social, health, and medical issues (Omidi et al., 2022). Since the second half of the twentieth century, numerous factors such as globalization, development and progress, modern means of transportation, and communications have taken steps towards the development and progress of the tourism industry, so that this industry is known as the third economic industry (Saeedbakhsh et al., 2021). Tourism is one of the expanding industries in the world, and its added value and income play a major role in the gross national product and the provision of citizens with a sustainable livelihood (Godovykh et al., 2020). The significant importance of tourism, especially in the nature tourism sector, has become apparent to everyone globally and from various aspects, especially health tourism. In addition, with the optimal planning that has been carried out in some countries, treatment costs have been reduced to a high extent and the field for the recovery and rehabilitation of patients has been provided (Soliman et al., 2023). Today, although various factors affect tourism attraction and return visits, the nature of health tourism destinations has not been seriously considered by researchers (Zakavoti et al., 2023). This issue is of great importance, especially in health tourism destinations. Every health tourism destination, including health camps, has an image that can distinguish it from other tourism destinations. (Kovalchuk et al., 2021). In order to develop the competitive position of health tourism destinations, it is necessary to present a favorable image centered on designing appropriate and up-to-date marketing strategies, because it has a positive effect on the motivations for visiting and tourist satisfaction (Pashaeifar et al., 2021). Today, health tourism has not only found diverse formats and diverse goals, but in many marketing strategies in this field, the construction and operation of complexes such as health camps has gained considerable importance: (Zarei et al., 2019). Research on designing a marketing model for health tourism with a focus on medical equipment is of great importance. Because in the field of health, tourism-related businesses focus on items such as medical services, medical equipment, and health services, which play a very important role in attracting tourists. Considering the above issues, the main question of the present study is: what is the marketing model for health tourism with an emphasis on medical equipment? Theoretical Framework Marketing Marketing is defined as a social management process in which individuals and groups satisfy their needs and desires through the production and exchange of goods. This basic definition has gained new color and spirit today, and researchers' research has made it richer and broader than before (Zekavoti et al., 2023). Tourism Industry The tourism industry is one of the industries that play a significant role in the economic development of countries and the creation of job opportunities. Marketing is very important in this industry, and implementing effective marketing strategies can help the growth and development of this industry. Health Tourism Health tourism is a growing trend in the tourism industry that focuses on improving and maintaining the physical and mental health of individuals. This type of tourism includes trips that people take to improve and promote their health and usually includes staying in places with beautiful nature, recreational facilities, and various health and medical centers. One of the characteristics of health tourism is attention to spirituality and spirituality along with maintaining physical health (Osman et al., 2021. ( Chowdhary & Majumdar (2025), using a mixed qualitative and quantitative approach, showed that health tourism acts as a driver of economic growth in developing countries and contributes to economic development through foreign exchange, job creation, and strengthening healthcare infrastructure; while effective policymaking, public-private partnerships, and targeted marketing play a key role in exploiting this potential. Afradi (2025) in a review study aimed at examining the importance of health tourism marketing in Iran, it was shown that principled marketing and successful strategies in this area improve the quality of services, attract health tourists, develop infrastructure, and ultimately national economic growth.  Research Methodology The present study is applicable-fundamental in terms of purpose and exploratory-survey in terms of nature and method. The statistical population of the present study includes 15,000 employees and faculty members of Mazandaran University of Medical Sciences. The Cochran formula was used to determine the sample size, and 375 people were selected as a sample using simple random sampling. The collection tool in the present study includes a questionnaire. Research findings SPSS and PLS software were used to analyze the findings. The findings showed that economic and policy factors indirectly affect marketing development through infrastructure and service quality. Infrastructure conditions have a positive and significant effect on service quality, patient experience, and marketing development, but its direct effect on destination image was not significant. Service quality indirectly affects marketing development through patient experience, and marketing and destination image directly strengthen the development of health tourism. After confirmatory factor analysis, the GoF criterion method was used to fit the overall model, and the value obtained was equal to 0.617. Therefore, the model has a good fit. Conclusion The present study aimed to present a marketing model for health tourism with an emphasis on medical equipment. These results are in line with the studies of Chowdhary & Majumdar (2025), Afradi (2025), Sayadi et al. (2025), Monroy-Rodriguez, & Caro-Carretero (2025), Shabankareh et al. (2025), Shahabadi et al. (2025), Khodayi et al. (2024), Mesgari & Mehrabi Bahar (2024), Kabak & Sevim (2024), Cha et al. (2024), Connell (2021), Fernando & Long (2023), Alsharif et al. (2023), which emphasize the importance of advanced infrastructure, service quality, and branding in attracting international patients. For the sustainable development of health tourism, Iran should focus on technology-driven branding, experience-driven marketing, and integrating infrastructure and policies with digital campaigns to establish its position as a top global destination. Shabankareh et al. (2025) showed that government support has the greatest impact on improving the quality and reducing the cost of healthcare services, using advanced medical technologies, and on economic, infrastructural, and cultural factors related to health tourism. Based on the above results, the following suggestions are made: integrating health policy, economics, and marketing, national health branding with a technological core, designing treatment packages with advanced technologies, creating a narrative ecosystem to record and disseminate patient experiences with an emphasis on medical technologies, using medical equipment in health diplomacy to enhance the destination image, converting modern equipment (MRI, smart operating room) into marketing content, creating a cooperation network with the Persian Gulf, Central Asia, and Caucasus countries, developing multilingual applications to provide information on equipment, treatment stages, and follow-up.

Abstract Abstract The present study aimed to identify and explain the factors affecting the implementation of sustainable green human resource management practices from the perspective of employees and managers, using artificial intelligence and a green accounting approach. This applicable and qualitative study was designed with a grounded theory approach using MAXQDA software. Data were collected through semi-structured interviews with 15 human resource managers, information technology experts, faculty members, and employees with experience interacting with artificial intelligence systems. Data analysis was conducted in three stages of open, axial, and selective coding. The findings showed that causal factors such as green leadership and manager support, innovation culture and technology acceptance, and the use of artificial intelligence in management processes play a key role in the success of implementing sustainable practices. Also, contextual factors such as organizational resources, technological infrastructure, specialized training, and the use of green accounting indicators provide the necessary context for effective interaction with artificial intelligence systems and the implementation of green processes. Effective strategies include applicable training, process transparency, employee participation in decision-making, and environmental performance monitoring based on green accounting data. The resulting outcomes also include increased productivity, improved efficiency, improved focus on key tasks, and improved environmental performance of the organization. Finally, this research provides a theoretical-practical framework that organizations can use to effectively and efficiently implement sustainable green human resource management practices by integrating artificial intelligence and green accounting. Introduction In recent decades, attention to environmental sustainability and social responsibilities of organizations has increased significantly. Organizations cannot maintain their position in the competitive market by focusing only on economic profitability; rather, they should also pay attention to environmental, social, and economic issues to both increase productivity and reduce negative impacts on the environment (Ghaemi et al., 2023). One area that plays an important role in achieving organizational sustainability goals is green human resource management. This area includes a set of practices and policies that are designed to improve employee environmental behaviors, reduce the environmental impacts of organizational activities, and create a sustainable culture in the workplace (Singh et al., 2020). Sustainable green human resource management practices are an emerging area in human resource and management studies that, given organizational complexities, require in-depth analysis and qualitative approaches (Alirezaei et al., 2022). These practices include recruiting and selecting employees with environmental attitudes, training and developing green skills, motivating and evaluating performance based on environmental criteria, and creating a sustainable organizational culture (Soleimani et al., 2022). With the increasing growth of artificial intelligence technologies, including chatbots, virtual assistants, and predictive analytics, the application of this technology in human resource management has become an undeniable reality (Tschang & Almirall, 2021). Artificial intelligence enables the automation of repetitive tasks, analyzes vast data, and facilitates complex decision-making, but at the same time raises concerns such as fear of job replacement, reduced human control, and cultural resistance (Huang & Rust, 2021). In the meantime, green accounting has gained particular importance as a complementary approach. Green accounting allows organizations to quantitatively assess and monitor the environmental impacts of human resource activities and processes and make strategic decisions based on real data and financial-environmental metrics. The integration of green human resource management, artificial intelligence, and green accounting provides an unprecedented opportunity to improve organizational performance and achieve sustainability goals (Akbari et al., 2023; Jalalniya et al., 2024). The perspectives of employees and managers, as the main sources of internal information in the organization, can provide a practical and applicable look at the effectiveness of green practices, the capabilities of artificial intelligence, and the role of green accounting in improving performance. The use of qualitative methods, especially the GRADE approach, in this research allows for the extraction of a theory that is consistent with organizational realities and is based on empirical data and direct perspectives of stakeholders. Therefore, the present study answers this fundamental question: What are the sustainable practices of green human resource management from the perspective of employees and managers using artificial intelligence and a green accounting approach?  Theoretical Framework Technological Infrastructure, Productivity, and Green Accounting in Green Human Resource Practices Technological infrastructure includes hardware and software equipment, access to smart systems, and digital tools that enable the effective use of new technologies such as artificial intelligence (Wang et al., 2025). Research shows that the existence of appropriate infrastructure is a prerequisite for the successful implementation of sustainable green human resource management practices and has a direct impact on organizational productivity (Yu et al., 2020). In organizations with complete and up-to-date technological infrastructure, employees can perform daily tasks and green human resource processes faster and more accurately, errors are reduced, and more time is left to focus on creative and developmental activities (Choung et al., 2022). Without proper infrastructure, even with high employee motivation and readiness, productivity in green practices cannot be fully realized (Xu et al., 2021). On the other hand, green accounting, by providing quantitative tools and environmental indicators, enables monitoring and evaluation of the performance of green human resources and organizational processes. Efficient technological infrastructure also paves the way for the implementation of green accounting systems and provides accurate and timely data for the organization's strategic decisions (Rostamzadeh Ganji et al., 2025). In this way, technological infrastructure not only increases the productivity of green activities, but also enables the alignment of the organization's productivity and environmental sustainability goals by integrating environmental and financial data in green accounting (dowlatabadi, 2025). Siddique et al. (2025) conducted a study on “A Bibliometric Study on Sustainable Human Resource Management (1982-2023)”, the research method is library research; a total of 765 publications (between 1982 and 2023) selected from the Scopus database, which were carefully reviewed to obtain insightful results. The study through thematic mapping shows that sustainable human resource management is still an emerging and contemporary concept. Furthermore, the themes of sustainable human resource management are underdeveloped and need conceptual clarity. Shin et al. (2025) conducted a study on “Artificial Intelligence in Human Resource Management: A Trigger for Organizational Dehumanization and Negative Employee Reactions”; the findings showed that the involvement of AI in HR operations leads to increased organizational dehumanization, thereby provoking negative employee reactions. Research Method The present study was applicable in terms of purpose and qualitative in nature with an exploratory approach, and its aim was to identify and explain the factors affecting the implementation of sustainable green human resource management practices using artificial intelligence. The theoretical framework of the research was formed based on the theories of technology acceptance and green human resource management, and to discover the underlying theory, the data-based theory approach with the systematic model of Strauss and Corbin (1998) was used. Data were collected through semi-structured interviews with 15 human resource managers, information technology experts, faculty members, and employees who had experience interacting with artificial intelligence systems in the workplace. Participants were selected through purposive sampling and by observing the principle of theoretical saturation so that the data were comprehensive and analyzable. The data were analyzed in three stages of open, axial, and selective coding, leading to the extraction of the main components of the paradigmatic model, including causal factors, background conditions, intervening conditions, strategies, and consequences. The findings showed that causal factors including green leadership, managerial support, innovation culture and technology acceptance, and practical use of artificial intelligence play a pivotal role in implementing green practices. Research findings Research findings showed that the use of digital technologies, especially artificial intelligence, leads to a significant transformation in green human resource management practices and improves employee outcomes. Green leadership, innovative organizational culture, and managerial support as causal factors play a key role in the acceptance and effectiveness of these technologies. Also, technological infrastructure, specialized training, and the use of green accounting indicators as contextual factors provide the basis for the successful implementation of sustainable practices. Ultimately, the implementation of these practices leads to increased organizational productivity, improved employee performance, and improved environmental performance of the organization.  Discussion and Conclusion The present study aimed to explain how digital technologies, especially artificial intelligence, have affected the evolution of human resource management practices and their consequences on employee outcomes, focusing on the green human resource management and green accounting approaches. By adopting a qualitative approach and utilizing data-driven theory, an attempt was made to analyze the phenomenon under study not only from the perspective of predefined variables, but also based on the experience and perceptions of managers and employees in the real context of organizations. Green leadership and managers’ support for environmental, innovation, and technology goals, as key factors, provide the basis for the acceptance and application of smart technologies. The findings show that when managers actively support green practices and artificial intelligence systems, employees are more motivated to participate and implement these processes, which is in line with the studies of Sidra et al. (2022) and Singh et al. (2020). The culture of innovation and technology adoption in the organization, as the second causal factor, plays an important role in facilitating the implementation of green practices. Findings show that organizations that emphasize learning, technology adoption, and open interaction with new ideas implement green human resource processes with greater accuracy and speed (Fazalali & Moazzami, 2022). This indicates that organizational culture can have a significant reinforcing effect on employee interaction with AI and the adoption of green practices. The practical use of AI has clear advantages: improving decision-making, increasing speed and accuracy, and reducing human errors. Its integration with green accounting allows for continuous monitoring of performance and the achievement of productivity and sustainability goals at the same time (Akbari et al., 2023; Jalalniya & Hamedi, 2024). This emphasizes that technology is not only a facilitating tool, but also helps to achieve environmental goals and organizational productivity. Contextual factors including organizational culture, available resources, and training play a reinforcing role. A supportive organizational culture and adequate resources, including technology infrastructure and skilled human resources, enable the effective use of AI (Yu et al., 2020; Rostamzadeh Ganji & Jayervandi, 2025). Training and empowering employees increases their skills and confidence, enabling better implementation of green practices. This finding is consistent with studies by Chen & Wen (2021) and Choung et al. (2022), which show that training and transparency play a critical role in technology adoption. Systems complexity and environmental pressure were identified as intervening factors. Technological complexity can slow down the adoption and use of AI, and organizational or competitive environmental pressure also affects the implementation of practices (Wang et al., 2025; Xu et al., 2021). Ultimately, the outcomes of successfully implementing sustainable green HR practices using AI include increased productivity, reduced errors, improved employee focus on important tasks, and positive environmental impacts. The intelligent use of technology and attention to human factors not only improves organizational performance, but also aligns with the achievement of sustainable development goals (Sadeghi, 2024; Shin et al., 2025).

Abstract Abstract The aim of this study is to present a guerrilla marketing model in sports retail. This study was conducted qualitatively, using a data-driven approach with the Glaser approach. The statistical population of the study included 15 elites in the field of sports management and marketing and sports product sales managers. The data collection tool was a semi-structured interview. The data-driven method was used to collect and analyze data. Data analysis was carried out in three stages of open, axial and selective coding. MAXQDA 24 software was used to analyze the data. The findings showed that the proposed model with six main dimensions; which include customer market analysis, goal setting, marketing mix, customer experience management, result achievement and guerrilla environment, is designed based on innovative strategies and unconventional marketing tools. In this regard, each of these dimensions plays an important role in the successful implementation of guerrilla marketing in sports stores and can lead to tangible and significant results in attracting and retaining customers. Overall, designing a guerrilla marketing model for Iranian sports retailers can help businesses achieve positive results in attracting customers and increasing sales through innovative, creative, and low-cost approaches. This model, relying on accurate market analysis, specific targeting, effective use of the marketing mix, customer experience management, and results evaluation, allows sports stores to operate effectively in the current competitive market and ultimately achieve profitability and sustainable growth. Introduction Today, the significant entry of small and large companies into various industries has created a highly competitive environment in the business world; an environment in which companies compete with each other to gain a larger share of the market and use various advertising and marketing tools in this competition. Excessive use of traditional marketing techniques has caused many people in society to ignore them and even rebel against the onslaught of such advertising. Therefore, companies, especially smaller ones, are looking for marketing techniques more innovative and attractive than traditional marketing, and of course more effective. Guerrilla marketing is a modern marketing method that uses unusual and unconventional methods to attract as many customers as possible. The term guerrilla marketing was first used in 1982 by J. Conrad Levinson, a marketing expert. This term can be defined as “the use of unusual tactics in marketing in order to gain visibility, attract attention, and achieve results with minimal resources” (Levinson, 1982). Since the advantage of guerrilla marketing is that it is easy to implement, has a quick learning ability, and has high mental persistence (Navarratilva & Milichovsky, 2015), and the best way to gain profitability is agility and the ability to change the program; guerrilla marketing is of particular importance based on the market conditions, and this is what distinguishes small and newly established agencies from others. As organizations grow, they seek and apply logical and new approaches to survive and grow in this turbulent path of competition, which has increased to some extent in the context of globalization. Two approaches, creativity and innovation, are concepts that can help organizations increase their organizational capabilities in this environment (Chen et al., 2013). Also, with the increase in competition in the sports products and equipment market and the efforts of sports companies and brands at the macro level, sports stores at the retail level have increasingly appeared in ways to attract and retain customers. Sports stores try to inform their products by introducing their products on their websites and survey capabilities, and to increase the intention to buy through electronic word-of-mouth advertising. According to researchers, companies can increase their market share by using word-of-mouth marketing, which is one of the most efficient and effective marketing methods (Sabbaghizadeh, 2025). Theoretical Framework Guerrilla Marketing Guerrilla marketing is a type of advertising strategy that relies on unconventional, low-cost tactics to achieve maximum returns. The term was first coined by J. Conrad Levinson in his 1980 book "Guerrilla Marketing." The term guerrilla marketing is inspired by guerrilla operations and refers to a type of unconventional warfare that involves small-scale strategic tactics for use by armed civilians (Pirayesh et al., 2019). Rostami Ganjineh Kebat (2024) investigated the role of influencer marketing in the relationship between guerrilla marketing and purchase intention for home appliance products. This study examined the effect of guerrilla marketing on consumers' purchase intention by considering the mediating role of influencer marketing. The results showed that guerrilla marketing has a positive and significant effect on purchase intention and influencer marketing can strengthen this effect. It was also found that trust in influencers and their digital interaction play a key role in the effectiveness of guerrilla marketing campaigns. Qaleh Kani & Dasht Lali (2024) investigated the role of guerrilla marketing in advertising using the meta-synthesis method. This study has presented a comprehensive model of the effects of guerrilla marketing in advertising using the meta-synthesis method. According to the results of the study, in addition to increasing brand awareness, guerrilla marketing also has a significant effect on customer loyalty, brand image, and business performance. The conceptual model presented shows that innovative methods of guerrilla advertising can increase interaction with customers and leave a lasting emotional impact on them. Research Methodology This research was conducted qualitatively and utilized a data-driven approach with the Glaser approach. The statistical population of the research included 15 elites in the field of sports management and marketing and sports product sales managers. The data collection tool was a semi-structured interview. The data-driven method was used to collect and analyze data. Research Findings Data analysis was carried out in three stages of open, axial and selective coding. MAXQDA24 software was used for data analysis. The findings showed that the proposed model with six main dimensions, which include customer market analysis, goal setting, marketing mix, customer experience management, result achievement and guerrilla environment, is designed based on innovative strategies and unconventional marketing tools. In this regard, each of these dimensions plays an important role in the successful implementation of guerrilla marketing in sports stores and can lead to tangible and significant results in customer attraction and loyalty. In summary, designing a guerrilla marketing model for Iranian sports retailers can help businesses achieve positive results in attracting customers and increasing sales through innovative, creative, and low-cost approaches. This model, relying on accurate market analysis, specific targeting, effective use of the marketing mix, customer experience management, and results evaluation, allows sports stores to operate effectively in the current competitive market and ultimately achieve profitability and sustainable growth. Conclusion The present study was conducted with the aim of presenting a guerrilla marketing model in sports retailers. The results of this study are consistent with the results of Rostami Ganjineh Kebat (2024), Qaleh Kani & Dasht Lali (2024), Mohammadi et al. (2024), Sharma et al. (2024), Badreldin et al. (2024), Sulaiman et al. (2024), Seifollahi & Naghavi (2023), Arzam et al. (2023), Raval & Reddy (2023), and Arfaei et al. (2022). Badreldin et al. (2024) showed that combining digital and traditional strategies in guerrilla marketing has positive effects on brand recognition and increasing customer loyalty. Researchers suggest that companies should use a combination of unexpected, creative, and interactive advertising to attract customers and build long-term relationships with them. Designing a guerrilla marketing model for Iranian sports retailers can help businesses achieve positive results in attracting customers and increasing sales through innovative, creative, and low-cost approaches. This model, based on accurate market analysis, clear targeting, effective use of the marketing mix, customer experience management, and results evaluation, allows sports stores to operate effectively in the current competitive market and ultimately achieve profitability and sustainable growth.

Abstract Abstract The present study was conducted with the aim of modeling the structural equations of employee empowerment policy at Payam Noor University. This study was a descriptive survey, and quantitative data were collected using a researcher-made questionnaire. The statistical population of this study includes all employees (both faculty and non-faculty members) of Payam Noor University. The sampling method was a stratified random sample of 358 people. Then, after collecting statistical data, it was analyzed using the PLS method. The validity of the tool was confirmed by professors and experts in the field of human resources and its reliability was assessed with a Cronbach's alpha coefficient above 0.7. The results showed that the structural model of the research includes causal factors (leader competencies, human resource competencies, organizational competencies, and motivation of academic agents), contextual factors (university structure, university atmosphere, university technology), intervening factors (cultural conditions, economic conditions, social conditions, and political conditions), strategies (clarifying the vision, goals, and mission, empowering, optimizing, and facilitating processes, establishing a quality assurance system, establishing a meritocracy system, establishing an accountability system, creating motivation, and developing communications and interactions) and outcomes (individual outcomes, academic outcomes). The results also showed that the model has a favorable degree of fit and strong fit. Introduction Human resources, as the most valuable organizational resource, are the center of organizational approaches and activities and play a fundamental role in achieving the goals and ideals of the organization (Babaei Meybodi & Alirezaei, 2020). In recent decades, employee empowerment has been raised as one of the fundamental axes in human resource management and organizational policy-making (Zarin Negar et al., 2025). Organizations operate in a dynamic, competitive environment affected by technological and social developments, and their survival requires having capable, participatory, and creative employees. In the meantime, employee empowerment is recognized not only as a management tool, but also as a strategic policy-making approach that can play a decisive role in improving individual and organizational performance (Hasanein & Elrayah, 2025). Recent research shows that organizations in today's complex and competitive environments will not be able to achieve their strategic goals without relying on capable and participatory human resources (Sulistio & Darmastuti, 2024). Researchers have developed specific methods for implementing human resource management practices from the old way of working, such as low levels of employee involvement, to more participatory and supportive processes in which employees gain opportunities to develop skills, knowledge, and attitudes (Alirezaei et al., 2022). Employee empowerment is a multidimensional concept that refers to the creation of individual and organizational capacities through increased authority, access to information, development of competencies, and strengthening of employees' intrinsic motivation (Tizfahm Fard et al., 2025). Contemporary research shows that empowerment, by enhancing the sense of meaning, self-efficacy, and impact in employees, paves the way for increased organizational commitment, job satisfaction, and innovative behaviors. From this perspective, empowerment is not simply a limited executive action, but requires the design and implementation of coherent and targeted policies at the organizational level (Asare Duffour & Asante, 2025). Employee empowerment policymaking refers to the process of developing, implementing, and evaluating policies and programs that aim to provide the structural and psychological foundations necessary for employees to actively participate in organizational decision-making and activities (Younas, 2023). Recent studies emphasize that without clear policies, management support, and alignment with organizational culture, empowerment efforts cannot lead to sustainable results (Nguyen et al., 2023). Therefore, designing a comprehensive policymaking model can help to integrate empowerment efforts and increase their effectiveness. In the management and policymaking literature, policies are known as tools through which organizational values, priorities, and goals are transformed into operational plans and actions. Recent research emphasizes that effective policymaking plays a decisive role in the coordination between organizational resources, structures, and behaviors and can pave the way for improved organizational performance and sustainability (Molaei et al., 2025). In modern approaches, policymaking is no longer viewed as a linear, top-down process, but rather as a dynamic, interactive, and multilevel process in which different stakeholders play a role. This perspective emphasizes the participation of organizational actors, the use of scientific evidence, and attention to cultural and structural contexts. Recent studies show that policies that are developed with employee participation and based on data and evidence have greater legitimacy and effectiveness and are more likely to be successfully implemented (Schaefers et al., 2024). From a theoretical perspective, employee empowerment models are generally based on two main dimensions: structural empowerment and psychological empowerment (Rostamzade ganji et al., 2025). Structural empowerment focuses on formal mechanisms such as delegation of authority, access to resources, training, and reward systems, while psychological empowerment addresses employees' perceptions and feelings of competence, autonomy, and influence at work (Pourhassan harzandi et al., 2025). Recent research has shown that the interaction of these two dimensions in the form of organizational policies can play an important role in improving organizational performance, innovation, and learning (Alibrahim, 2024). Despite the expansion of empirical studies in the field of empowerment, a research gap is still felt in the field of designing and explaining employee empowerment policy models; especially models that can systematically explain the link between policymaking, leadership, organizational culture, and employee behavioral outcomes. Therefore, the researcher seeks to answer the research question: what is the employee empowerment policy model of Payam Noor University? Research Method This study was a descriptive survey type, and quantitative data was collected using a researcher-made questionnaire. The statistical population of this study includes all employees (both faculty and non-faculty members) of Payam Noor University. The sampling method was a stratified random sample of 358 people. Then, after collecting statistical data, it was analyzed using the PLS method. The validity of the tool was confirmed by professors and experts in the field of human resources, and its reliability was assessed with a Cronbach's alpha coefficient above 0.7. Research findings The research findings showed that the structural model of the research includes causal factors (leader competencies, human resource competencies, organizational competencies, and motivation of academic agents), contextual factors (university structure, university atmosphere, university technology), intervening factors (cultural conditions, economic conditions, social conditions, and political conditions), strategies (clarifying the vision, goals, and mission, empowering, optimizing, and facilitating processes, creating a quality assurance system, creating a meritocracy system, establishing an accountability system, creating motivation, and developing communications and interactions) and outcomes (individual outcomes, academic outcomes). The results also showed that the model has a favorable degree of fit and strong fit. Conclusion and Discussion The present study was conducted with the aim of modeling the structural equations of Payam Noor University's employee empowerment policymaking. The results showed that the causal conditions included leader competencies, human resource competencies, organizational competencies, and acceptance of agents. The results also showed that leaders with appropriate leadership skills, knowledge, and behavior can promote trust, motivation, and active participation of employees. Employees who have skills, positive attitudes, and a tendency toward self-actualization are better able to take advantage of the opportunities provided. These findings are consistent with the study of Khalili Esnaki (2021), which confirmed the role of capable leaders and employee competence as prerequisites for the success of empowerment programs. The contextual factors included the university structure and climate, technology, and organizational interactions. The flexible structure, supportive climate, smart technology, and internal and industry interactions were able to provide the necessary context for enhancing employee empowerment and achieving positive academic outcomes. These findings are consistent with the research of Khalili Esnaki (2021), which emphasized that a vibrant organizational climate and integrated information technology are key factors for the success of university empowerment and innovation programs. The intervening conditions included political, social, cultural, and economic factors. Political developments, cultural inequalities and conflicts, and economic constraints can limit the impact of empowerment policies, but effective management of these conditions can maintain the effectiveness of policies. This result is consistent with the study of Park et al. (2020), who introduced environmental and economic constraints as moderating factors of employee empowerment. Organizational strategies included teaching and learning, explaining transformation strategies, establishing a quality assurance system, meritocracy, accountability, and creating motivation. The implementation of these strategies increased self-efficacy, acceptance of results, job satisfaction, and employee trust, and improved academic outcomes including agility, entrepreneurship, and globalization of the university. The findings are consistent with the research of Sokol et al. (2015), who showed the importance of comprehensive and participatory strategies in employee empowerment. The consequences were observed at both individual and academic levels. Individual outcomes included increased self-efficacy, self-efficacy, personal acceptance of results, job satisfaction, and employee trust, and academic outcomes included entrepreneurship, agility, and university globalization. These findings are consistent with the results of Nguyen et al. (2024) who showed that employee empowerment simultaneously improved individual and organizational capacity. 

Abstract Abstract The aim of the present study is to design a sustainable business model based on circular economy in the Iranian oil industry. This study is applicable in terms of purpose, and mixed in terms of implementation (qualitative-quantitative). The research community in the qualitative section includes 12 experts, based on snowball sampling, and the statistical community in the quantitative section includes 220 experts, managers, and specialists active in subsidiaries of the National Iranian Oil Company, universities, and research centers related to the oil industry and the environment. Data collection was carried out using semi-structured interviews and questionnaires. Data analysis was performed using meta-synthesis in the qualitative section and PLS in the quantitative section. The results in the qualitative section showed that 142 basic themes were categorized into 34 organizing themes and 11 overarching themes. The overarching themes are: diversification strategy, smart production and operations, strategic collaboration and partnership, value creation, resource management, risk management and resilience, dynamic capabilities, sustainability culture, innovation and technology, flexibility and organizational, establishment of international standards and requirements. The results in the quantitative section showed that all the identified factors were confirmed and the desirability of the extracted model was also confirmed. According to the research findings, the general management suggestion is that policymakers and oil industry managers establish and institutionalize the principles of the circular economy in all parts of the oil value chain by developing a comprehensive strategic framework. Introduction Sustainability has increased significantly in recent years. To move towards sustainability, industries and companies need to look at everything from a holistic perspective and in order to understand the interplay between economic growth and environmental and social sustainability (Sari et al., 2024). The one-dimensional business approach to developing institutions and business units and increasing profits without considering their surrounding environment has led to negative environmental consequences such as climate pollution, global warming, reduction in animal and plant diversity, and others (Antony et al., 2023). Given the emergence of such issues, many researchers and experts believe that business units must consider measures that take into account not only the interests of shareholders, but also the interests of other stakeholders such as employees, suppliers, customers, government, non-governmental organizations, and even the environment, in order to ensure their survival in society. Such businesses are considered sustainable enterprises that, in addition to maintaining their activities at a profitable level, consider the limitations of the socio-ecological system of which they are a part (KHayatian Yazdi et al., 2016). The circular economy is a two-dimensional approach to the industrial economy that aims to recycle industrial waste to protect the environment and achieve a sustainable economy. The circular economy is more than recycling. The linear economy uses materials and ultimately throws them away. However, the circular economy seeks all the options available in this chain so that the least resources are used initially and these resources and materials have the greatest circulation in the economy, and as a result, the most added value is extracted from them during consumption, and finally the products are revived or recycled (Gomez et al., 2024). Circular business models can be defined as those that make the loops smaller, smaller, slower, denser, and dematerialized (raw materials) in order to minimize the input and output sources of waste and energy leakage. Replacing the current linear economic model with a circular economy model not only saves costs, but also significantly reduces the negative impacts of industries on the natural environment. This is why the circular economy has attracted increasing attention as one of the strongest and most recent steps towards a sustainable economy (Hengyu et al., 2019). Aiming to fill this gap, this research seeks to answer the main question: “How is a sustainable business model based on a circular economy designed in the Iranian oil industry?” Theoretical Framework Business Sustainability Business sustainability refers to the ability of an organization or company to continue its activities in the long term, while maintaining a balance between economic success, environmental protection and promotion of social welfare. In fact, business sustainability means continuing to be financially, environmentally and socially acceptable (Hina et al., 2024). Circular Economy A circular economy is an economic system that aims to minimize waste and maximize resource use. This regenerative approach contrasts with the traditional linear economy approach, in which the production model is “receipt of raw materials, production, and disposal.” In a circular system, input resource consumption, output waste, and energy loss are minimized by closing or shrinking material and energy loops. These goals can be achieved in the long term through design, maintenance, repair, reuse, reproduction, and recycling (Marina et al., 2019). Torabi et al. (2024) conducted a research. The results showed that the meta-synthesis method was obtained in the form of a comprehensive questionnaire, which was approved after screening by the fuzzy Delphi method in two stages, to provide the main research question, which is the circularization of the industrial innovation process in 4 stages and 12 dimensions based on the circular economy as an effective framework for expanding the results in line with the sustainable development goals in this research. The results of this study can be a basis for operationalizing circular economy strategies in the industrial innovation ecosystem and lead to new innovation opportunities in industrial organizations, especially start-ups. Colabi (2020) examined the modeling of factors affecting business model sustainability. It has been stated that the factors affecting business model sustainability are innovation, shared value creation, participatory leadership, economic factors, and corporate governance, respectively. Research Methodology This study is applicable in terms of purpose, and mixed (qualitative-quantitative) in terms of implementation. The research community in the qualitative section includes 12 experts, based on snowball sampling, and the research statistical community in the quantitative section includes 220 experts, managers, and specialists active in subsidiaries of the National Iranian Oil Company, universities, and research centers related to the oil industry and the environment. Data collection was carried out using semi-structured interviews and questionnaires. Research findings Data analysis in the qualitative part is meta-synthesis method, and in the quantitative part is PLS. The results in the qualitative part showed that 142 basic themes were categorized into 34 organizing themes and 11 overarching themes. Overarching themes include: diversification strategy, smart production and operations, strategic collaboration and partnership, value creation, resource management, risk management and resilience, dynamic capabilities, sustainability culture, innovation and technology, flexibility and organizational, establishment of international standards and requirements. The results in the quantitative part showed that all identified factors were confirmed and the desirability of the extracted model was also confirmed. According to the research findings, the general management suggestion is that policymakers and managers of the oil industry establish and institutionalize the principles of circular economy in all parts of the oil value chain by developing a comprehensive strategic framework. Conclusion The present study was conducted with the aim of designing a sustainable business model based on circular economy in the Iranian oil industry. The findings of this research are in line with studies such as Mattera et al. (2021), Leal et al. (2024), Torabi et al. (2024), Colabi (2020), Sharafi et al. (2019), Tunn et al. (2019), Meike et al. (2018), Angus&Nancy (2018), Maghsoudi (2017), Parsapour et al. (2017), KHayatian yazdi et al. (2016), Benzazoua et al. (2015), and Regasa (2015) that emphasize the role of strategic collaboration and sustainable innovation in circular business models. However, while Western studies mainly focus on technical recycling or supply chain optimization in open environments, this research shows that in the context of sanctions and the monopolistic structure of the Iranian oil industry, factors such as energy diversification and ethical value leadership become more important. This shows that the circular economy in sanctioned countries is not only a technical-environmental issue, but also a survival strategy. The presence of “risk management and resilience” as one of the key factors is a reflection of the structural instability of the Iranian business environment. 

Abstract Abstract The aim of the present study is to present a model for the application of artificial intelligence in the export of electronics industry products. The research method is applicable in terms of its purpose, and quantitative in terms of its implementation method. The statistical population of the study included sales experts and marketing specialists in electronics export companies, whose sample size was estimated using the stratified random sampling method and the Cochran formula. Given that the number of these people is about 1600, the sample size was considered to be 306 people. The data collection tool is a researcher-made questionnaire. SPSS and PLS software were used to analyze the data. The results showed that the composite reliability indices were all more than 0.7 and the convergent validity for most categories was more than 0.5. The results of the hypothesis tests also indicate the complete confirmation of the relationships between the model categories with a significance level of p<0.001. Also, the GoF criterion was used to examine the overall fit of the model and the measurement for the structural model. The GOF value is 0.815, indicating a strong fit of the model. Introduction In today's advanced world, where the speed of change is doubling every day, domestic performance in relation to business activities is not enough to remain competitive. Rather, it is better to expand the scope of business operations beyond the country's borders. Companies or organizations that are interested and inclined to enter foreign markets must gain a proper understanding of the global trade system (Wang et al., 2023). Several factors may expand the scope of a company's activities to the international arena. The attack of foreign competitors on a company's domestic and local market by offering better products or prices is one of these factors (Xu & Tian, ​​2023). The company's foreign market may be shrinking or the company may consider it advisable to enter new markets to produce more and take advantage of economies of scale. The company’s goal in entering foreign markets may be to break away from market dependence and to escape the risks of such dependence (Yan, 2023). The process of smartization is one of the characteristics that reduces the challenges facing organizations in enabling them to be present in international markets (Alyan, 2022). Collecting, analyzing, storing, and using data to design better experiences for people is a very difficult task, but with the help of new technological advances such as artificial intelligence and robotics applications, the marketing department of the company can use complex applications for production, distribution, and export, as well as create appropriate customer experiences (Prakash, 2023). By analyzing large amounts of data, artificial intelligence can bridge the gap between data science and implementation, which was previously an impossible task. The advancement of technology use in exports is the result of the integration of big data with the academic study of intelligent systems (Gabelaia, 2022). The Internet of Things, data science, cloud computing, big data, artificial intelligence, and blockchain are all technological innovations that are changing the way we live, work, and even interact with international markets. Further development of these technologies may lead to super automation and large-scale networks that will usher in the Fourth Industrial Revolution (or Industry 4.0) (Saheb et al., 2022). However, few studies have examined the role of artificial intelligence on exports in the electronics industry, and given the existing research gap, the present study answers the question: what is the application model of artificial intelligence in the export of electronics products? Theoretical Framework Artificial Intelligence Artificial intelligence is a branch of computer science with a long history. While in the past, artificial intelligence was limited to a largely theoretical field, recent advances in data generation and computing have allowed artificial intelligence to move from theory to application (Haenlein & Kaplan, 2019). Application of Artificial Intelligence in Exporting Electronics Products AI-based quality control systems, by monitoring the production and distribution process in real time, ensure the quality level of products before they are shipped to international markets and prevent product returns or brand losses (Barykin, 2023). In the electronics industry, where competitive advantage is based on innovation, speed of response, and supply chain optimization, AI acts as a strategic driver for improving export performance indicators. Companies that apply AI technologies in their marketing, demand planning, and export logistics processes have more sustainable growth and higher market share compared to competitors (Zhai, 2022). Zolghadr et al. (2026) investigated the modeling and validation of the role of artificial intelligence in enhancing the export capabilities of electronics companies: a mixed approach. The results of the qualitative section showed that five main categories including causal conditions (ICT infrastructure, data quality, technical capacity), contextual conditions (supportive policies, international cooperation, innovative organizational culture), intervening conditions (sanctions, rapid technological changes, legal barriers and customs regulations), strategies (demand forecasting, price optimization, logistics intelligence, human resource empowerment) and consequences (competitive advantage, global market penetration, increased customer satisfaction, cost reduction) constitute the model structure. In the quantitative section, the composite reliability indices were all more than 0.7 and the convergent validity for most categories was more than 0.5. The results of the hypothesis test also indicated the complete confirmation of the relationships between the model categories with a significance level of p<0.001. Fekret et al. (2024) studied the role of artificial intelligence marketing on increasing sales and exports of Iranian sports goods using a phenomenological approach. The phenomenological approach was carried out using the Claise method (1976), which after coding the interviews using the phenomenological method led to the identification of 9 main themes and 53 sub-themes. The 9 main themes included (accurate identification of dimensions and indicators of smart marketing, SEO development, greater use of digital marketing and content marketing strategies, increasing the quality of Iranian sports goods, proper management of advertising and sales of Iranian sports goods, use of artificial intelligence tools, coverage of neuromarketing, employment of specialized human resources, exchange of information between the marketing and sales units). Research Methodology The research method is applicable in terms of its purpose, and quantitative in terms of its implementation method. The statistical population of the study included sales experts and marketing specialists in electronic product export companies, which were estimated using the stratified random sampling method and the Cochran formula. Considering that the number of these people is about 1600, the sample size was considered to be 306 people. The data collection tool is a researcher-made questionnaire. Research findings SPSS and PLS software were used to analyze the data. The results showed that the composite reliability indices were all more than 0.7 and the convergent validity for most categories was more than 0.5. The results of the hypothesis test also indicate the complete confirmation of the relationships between the model categories with a significance level of p<0.001. Also, the GoF criterion was used to examine the overall fit of the model and measure for the structural model. The GOF value is 0.815, which indicates a strong fit of the model.  Conclusion The present study was conducted with the aim of presenting a model for the application of artificial intelligence in the export of electronics industry products. The results of this study are in line with the results of Zolghadr et al. (2026), Fekret et al. (2024), Haghighi (2024), Rahimi Klor et al. (2024), Bandegi et al. (2024), Mao & Lu (2024), Hasan & Ojala (2024), Menzies et al. (2024), and Karamipour (2023). Menzies et al. (2024) showed that AI can be used in innovation approaches in international trade, international market selection, entry modes, foreign exchange, international human resource management, international supply chains, culture management and other topics. AI has necessitated changes in workplace settings and the need for organizational and employee adjustments in response to this technology. Based on the research results, the following suggestion was made: Improving logistics and smart supply chains: AI systems can identify cheaper and faster transportation routes and predict customs problems or busy ports. Companies should use this capability to reduce delivery times and transportation costs.

Abstract Abstract The aim of this study is to design a customer relationship management development model and the role of sustainable competitive advantage in sports clubs in Gilan Province. The research method is applicable in terms of its purpose, qualitative in terms of its implementation method, and exploratory in nature. The statistical population of the study includes 20 faculty members of universities in the field of sports management and managers of sports clubs in Gilan Province, selected using theoretical sampling. Semi-structured interviews were used to collect data. In analyzing the data, the grounded data method was used in the form of open, axial and selective coding. The results of the study showed that 469 indicators can be effective in customer relationship management with an emphasis on sustainable competitive advantage in sports clubs in Gilan Province. Then, in axial coding, the indicators were classified into 105 concepts and 41 categories. The data obtained from the interview was conducted with 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 to develop customer relationship management with an emphasis on sustainable competitive advantage. Sports club managers can use the identified symbols, concepts and categories in their future planning to communicate effectively with customers. Introduction In the era of globalization, the business world is facing different sports clubs in different business areas. In order for us to be able to continuously examine them; sports clubs must have the ability to compete for their survival (Mohammed et al., 2024). This competition must be provided using quality services and reasonable prices. If clubs cannot be successful in this market, they will not be able to survive in today's dynamic market (Ashill et al., 2021). To stay competitive, sports clubs must focus on their key and profitable customers. One of the techniques that help sports clubs in this regard is customer relationship management, which strengthens customer relationships (Bahramzadeh & Miskin Nawaz, 2025). Today, with the increasing competition among sports clubs, the importance of using new technologies to identify customers and measure the value of each customer to the organization has become more apparent than ever (Wagh & Shahare, 2024). Currently, how to attract and retain customers has become the most important issue for sports clubs (Alenazi & Alanazi, 2023). Sports clubs have realized that customers have different economic values ​​and are adapting their customer communication strategy accordingly (Ali et al., 2023). In modern society, customer relationship management has become an essential part of marketing strategies, as it helps to understand customer needs and better manage relationships with them (Gamage et al., 2023). The goal of customer relationship management is to retain current customers, attract new customers, and reduce marketing and customer service costs (Salehi et al., 2022). Therefore, sports clubs are increasingly paying attention to technologies as a way to overcome obstacles to the effective implementation of customer relationship management plans (Harrigan et al., 2023). Relationship quality is a strategy for attracting, maintaining, and increasing customer relationships, which consists of three factors: satisfaction, trust, and commitment. In today's business environments, which are characterized by increased competition, no business; whether manufacturing, service, etc., can continue its journey without satisfied and loyal customers. More important than that, the demands and expectations of consumers are increasing day by day and this trend will be accompanied by increasing growth (Kurniawan et al., 2025). Therefore, this research seeks to answer the question: How is the design of the customer relationship management development model and the role of sustainable competitive advantage in sports clubs in Gilan province?  Theoretical framework Customer relationship management Customer relationship management includes collecting, analyzing data, and using this information to improve customer experience and increase their loyalty. In this regard, the use of customer relationship management systems allows organizations to interact with customers in a more personal and effective way (Hossain et al., 2020). Sustainable competitive advantage Competitive advantage is the ability of a company to achieve a superior market position. Competitive advantage includes a set of factors or capabilities that consistently enable a company to perform better than its competitors and is not easily imitatable by competitors. Recent definitions of sustainable competitive advantage emphasize concepts such as information and communication technology, innovation, value creation, and entrepreneurial marketing in conjunction with traditional concepts of competitive advantage in the present century. Sustainable competitive advantage emphasizes a set of distinctive characteristics of the organization that cannot be easily copied and is also consistent with economic, social, and environmental goals (Denga et al., 2022(. Asadi et al. (2025) investigated the identification of primary elements and components affecting electronic customer relationship management. The results showed that variables related to causal factors; including human factors; technology factors; support factors; and contextual factors including cultural factors and industry factors; organizational factors including organization design factors and customer factors; were identified and categorized as variables affecting electronic customer relationship management. Also, satisfaction and loyalty were identified as the consequences of using electronic customer relationship management. (Emami et al., 2025) investigated the design of an artificial intelligence-based customer relationship management model in digital marketing of services in the health tourism industry. The results of the study showed that the causal conditions in the study included promoting market competition, improving relationships, automatic data analysis, empowerment, and contextual conditions including customer data management, intelligent services. Also, the intervening conditions included efficient planning, saving resources, and managing customer behavior. The strategies in the research include solving the integration problem, solving the information management problem, solving the planning problems, and the outcomes include increasing customer satisfaction, increasing financial strength, customer loyalty, and saving time. The results of structural equations show that the dimensions are well loaded on the research variables and can provide a suitable description of the variables. Research Methodology The research method is applicable in terms of its purpose, qualitative in terms of its implementation method, and exploratory in nature. The statistical population of the research includes 20 university faculty members in the field of sports management and sports club managers in Gilan province, selected by theoretical sampling. Semi-structured interviews were used to collect data. Research findings In analyzing the data, the data-driven method was used in the form of open, axial, and selective coding. The results of the study showed that 469 indicators can be effective in customer relationship management with an emphasis on sustainable competitive advantage in sports clubs in Gilan province. Then, the indicators were classified into 105 concepts and 41 categories in the axial coding. The data obtained from the interview were conducted with a grounded theory approach. The results showed that seven main categories including marketing, organizational environment, infrastructure, performance, management and planning, service quality and communication management are important for optimizing the customer relationship management system for developing customer relationship management with an emphasis on sustainable competitive advantage. Sports club managers can use the indicators, concepts and categories identified in their future planning for effective communication with customers. Conclusion The present study was conducted with the aim of designing a customer relationship management development model and the role of sustainable competitive advantage in sports clubs in Guilan province. The results of this research are aligned with the results of Asadi et al. (2025), Emami et al. (2025), Dermawan Sembiring et al. (2025), Awad & Muhanad (2024), Hosseini et al. (2024), Nikbin (2023), Hamdi et al. (2023), Bagherian Kasegari & Kamali Koloochani (2023), Arabshahi & Abbaszadehgaretekan (2023), Ashurzadeh Yasuri et al. (2022), Heydari et al. (2021), Sardjono et al. (2021), Bakhtiari & Bakhtiari (2020), Amer & Abdulwahhab (2020), and Sun (2020). Hosseini et al. (2024) showed that the majority of variables have a positive and significant effect on the level of profitability, and the influence of variables has increased with the movement from high prosperity to deep recession. As a result, it can be said that profitability in a recession has a higher sensitivity to explanatory variables. Amer & Abdulwahhab (2020) showed that customer satisfaction and customer value have a positive and significant relationship with competitive advantage strategies such as cost leadership strategy, differentiation strategy, and focus strategy. These results indicate that increasing interest in eliminating customer relationship management will increase competitive advantage in telecommunications companies. According to the results of the study, it is suggested: By introducing information technology to companies under the protection of customer relationship management, it is proposed that a basis be provided for traditional companies to move towards smart and knowledge-based companies and reduce information processing costs by using customer relationship management software. 

Abstract Abstract The aim of this research is to present a model for utilizing modern communication technologies with a customer-oriented approach and social capacity building in passenger terminals in Tehran using a data-driven method. The present study is applicable-developmental in terms of the type of objective, descriptive in terms of data collection, and qualitative in terms of the nature of the data. The statistical population of the research includes specialists and experts familiar with the subject. Sampling in this research was of the snowball type. Based on the subject, the data was collected through semi-structured interviews and sampling continued until theoretical sufficiency and saturation. The information obtained was analyzed with MAXQDA2020 software. The results showed that the model has causal conditions including external environmental pressures, internal needs and operational challenges, macro policies and guidelines; contextual conditions including technical and infrastructural context, human and cultural context, and legal-legal context; intervening conditions including facilitating factors and inhibiting factors; strategies including technological-communication strategies, customer-centric and interaction strategies, capacity-building and social participation strategies; consequences including operational and functional consequences, economic-financial consequences, social-organizational consequences, macro and strategic consequences. Introduction In recent years, along with the advancement of technology and digital transformation, changes have taken place in various sectors (Naji & Alirezaei, 2025). The widespread use of information technology has created the basis for the formation of an information society and has brought significant advances in the processing, storage and transmission of information, so that information technology has entered all aspects of social and organizational life. Humans use various technologies every day to achieve greater well-being, security, and efficiency, and these technologies have had a profound impact on culture, economy, environment, and employment (Sheykhyoosefi et al., 2024( At the organizational and managerial level, the use of new communication technologies is also rapidly increasing. One of the main challenges for executive institutions and passenger terminals is the quality of electronic and digital services provided to users. Service quality in this study means the optimal use of communication technologies and media by citizens to receive services and create effective interaction with organizations. The use of social media and information technologies can help managers and organizations identify neglected capacities and increase customer satisfaction. Despite the many opportunities that modern communication technologies and social media provide, Tehran passenger terminals face operational and financial constraints. Lack of adequate and targeted funding is one of the main obstacles to implementing technologies, empowering employees, and creating coordinated management networks. These limitations not only make it difficult to implement digital services, but also reduce the organizational and social capacity to effectively respond to travelers’ needs (Rodriguez et al., 2021). Customer-centricity is not simply about providing a product or service; it also involves continuous interaction with customers, collecting and disseminating information, and actively responding to their needs. Information and technology are at the heart of implementing customer-centricity, and new information tools enable the enrichment of these processes and the digitalization of the customer experience. In addition to customer-centricity, social capacity building is one of the main goals of using new communication technologies. Social capacity building means increasing the ability of individuals, groups, and institutions to solve problems, make informed decisions, and participate effectively in organizational and social processes (Heydari Sareban&Javid, 2019). Social capacity building demonstrates the importance of the role of social relations in economic, social, and cultural variables (Montezeri et al., 2016). In Tehran passenger terminals, social capacity building includes empowering employees to effectively use technology, improving their skills and autonomy, and creating a network of multiple and diverse managements that, through coordination and harmonization, enables effective collaboration and improved organizational performance. Such a network allows organizations to use diverse resources and capacities in an integrated and coordinated manner to improve service quality and increase passenger satisfaction. As one of the main centers for the movement of citizens and intercity passengers, Tehran passenger terminals have a significant contribution to the quality of urban services and public satisfaction. However, in the current situation, the weakness in the use of modern communication technologies has led to reduced efficiency, passenger dissatisfaction, and an information gap between terminal management, transportation companies, and users. Given the importance of using new communication technologies, the researcher seeks to answer the fundamental question: what is the model of using new communication technologies with a customer-oriented approach and social capacity building in passenger terminals in Tehran? Theoretical foundations New communication technologies New communication technologies refer to a set of digital tools, systems, and platforms that provide two-way, interactive, real-time, and data-based communication between individuals, organizations, and physical environments (Bahri et al., 2011). These technologies include the Internet, social networks, location-based systems (GPS), the Internet of Things (IoT), cloud computing, artificial intelligence in communications, and intelligent information systems. The use of these communications is expanding among the new generation of society (Moradi & Alirezaei, 2024). Customer orientation The words customer and customer satisfaction in service organizations, due to their complete dependence on customers for survival, are doubly important. Providing different services in order to retain existing customers and attract new customers and ultimately gain a greater share of the competitive market reflects this importance. Customer satisfaction is a measure of how a company or organization performs overall in relation to a set of customer expectations (Babaei Meybodi & Alirezaei, 2019(. Social capacity building Capacity building helps create a sense of ownership, pride and responsibility in the community because individuals actively participate in decision-making and this participation leads to stronger commitment and ensures that local perspectives, needs and aspirations are taken into account and is also essential for promoting sustainable development and long-term growth in communities (Ghaderi et al., 2012). Research Background Nancy et al. (2025) conducted a study titled “How to Use Emerging Service Technologies to Enhance Customer Centricity in Business-to-Business Contexts: A Conceptual Framework and Research Agenda.” The study presents opportunities to use specific emerging technologies to enhance four customer-centric processes: (1) Interactive Customer Relationship Management (discovering implicit needs), (2) Customer Integration (systematic customer participation in decision-making), (3) Internal Integration, and (4) External Integration. Ghobadifar et al. (2024) conducted a study with the aim of designing and validating a socio-cultural capacity-building model in the implementation of public policies in the social security organization. The results show that the organizing themes of "approving convergent policies and intra-organizational coherence", "political independence of the organization", "establishing social justice", "implementing e-government principles in the organization", "paying attention to environmental changes", "reforming the culture of social security", "believing in creating change and innovation", "networking in the organization" and "creating a monitoring and feedback system" constitute the socio-cultural capacity-building model in the implementation of public policies in the social security organization. Azimi Amoli & Rezaei (2016) conducted a study entitled “Investigating the Role of Modern Information and Communication Technologies on the Management and Organization of Urban Transportation in Tehran”. Based on the results obtained, District 12 of Tehran Municipality is not in a good condition in terms of its residents’ benefit from Information and Communication Technologies (ICT) and the urban transportation system. Also, the majority of the citizens studied in this region believed that the use of information and communication technologies in this region has improved and promoted urban transportation management, improved the capacity of roads and highways, prevented waste of energy, time, cost, etc. Research Methodology The present study is applicable-developmental in terms of the type of purpose, descriptive in terms of data collection, and qualitative in terms of the nature of the data. The statistical population of the study includes specialists and experts familiar with the subject. Sampling in this study was snowball. Based on the subject, the data was collected through semi-structured interviews and sampling continued until the theoretical sufficiency and saturation were reached. The full text of the interviews conducted was analyzed using MAXQDA software, and three experts outside the research were consulted to ensure the transferability of the research findings. Research Findings In this section of the research, the open, central, and selective codes of the model were answered. The research findings showed that the model has causal conditions including external environmental pressures, internal needs and operational challenges, macro policies and guidelines; contextual conditions including technical and infrastructural context, human and cultural context, and legal-legal context; intervening conditions including facilitating factors and inhibiting factors; strategies including technological-communication strategies, customer-centric and interaction strategies, capacity-building and social participation strategies; consequences including operational and functional consequences, economic-financial consequences, social-organizational consequences, macro and strategic consequences. Discussion and Conclusion The aim of this study was to present a model of utilizing modern communication technologies with a customer-centric approach and social capacity building in passenger terminals in Tehran using a data-driven method. The research findings showed that the model has causal conditions including external environmental pressures, internal needs and operational challenges, macro policies and guidelines; contextual conditions including technical and infrastructural context, human and cultural context, and legal-legal context; intervening conditions including facilitating factors and inhibiting factors; strategies including technological-communication strategies, customer-centric and interaction strategies, capacity-building and social participation strategies; consequences including operational and functional consequences, economic-financial consequences, social-organizational consequences, macro and strategic consequences. These findings are somewhat consistent with the results of Azimi Amoli & Rezaei M, 2016), Rodriguez et al. (2021), and confirm the results of this study. The findings show that transformation in these terminals is not possible through relying on technology alone, but requires an integrated approach that simultaneously strengthens the three main pillars of technology, customer-centricity, and social acceptance. In this model, causal conditions including environmental pressures such as increasing competition, growing passenger expectations, and macro-transport policies, along with internal needs such as inefficiency of existing processes, act as the main driving force for change. These factors reveal the necessity of moving towards smart and human-centered terminals. Based on the research findings, it is suggested that a terminal (such as the Bayhaqi or Argentine terminal) be selected as a pilot site for the full deployment of the model (including the smart system, customer-centric programs, and social participation campaigns). The results of this project should be used as objective evidence for attracting capital and generalizing to other terminals.

Abstract Abstract The aim of the present study is to classify the factors of identity commodification in light of the expansion of social networks in Iran with a futures research approach. The present study is applicable in terms of its purpose; descriptive in terms of its data collection method, and exploratory in nature. The statistical population of the study includes 21 prominent Iranian academics and experts in the field of social networks and communication sciences. These individuals have excellent academic knowledge and work backgrounds and experiences. The sampling method in this study is purposeful. The data collection tool is a semi-structured interview and a questionnaire. The MICMAC method was used to analyze the findings, and in line with futures research, interaction analysis and scenario building methods were used. After in-depth interviews with experts, 22 categories were identified in six dimensions; the cultural planning variable was identified as the most influential component or variable, followed by the education component in second place. The third place in terms of impact in the direct impact matrix is ​​related to the variable of improving social skills, while in the indirect impact matrix this position belongs to the variable of self-interest. In the scenario section, 7 scenarios were identified, which are: changes in lifestyle, strengthening communication, advertising, creating a new identity, personal and behavioral factors, educational-skill factors, cultural factors, international and political factors, technological factors, and social factors. Introduction The rapid development of digital technology has changed the lives of people in various fields (Prabowo et al., 2020). The emergence of information technology has created major changes in global markets. Information technology gives all people in the world the opportunity to engage in virtual business via the Internet, and also enables them to communicate with people around the world (Hosseini et al., 2022). New information and communication technologies have given individuals and societies new identities in new forms by enabling the emergence of a networked society (Sohrabi et al., 2021). The spread of new technologies has been accompanied by the formation of virtual spaces; with a different identity and function than the tangible spaces of the past, that rewrite the values, concepts, and beliefs of the past in a way (Moharbi et al., 2023). The concept of "identity" is not a new issue and has been preoccupying humans for a long time. However, not only has it not become outdated, but it is also considered the most important concern of modern humans. This concept is one of the most abstract and complex concepts; so that "it is difficult to find a common agreement on the formation of this concept" (Wibowo et al., 2021). Identity in today's societies is not a fixed and predetermined data, but rather has a fluid form that must be constructed and revised at different times. The processes of rationalization and disenchantment, which began in previous centuries, have led to the decline of traditional values, the weakening of traditional authorities, and the increasing multiplicity of value domains. The result is uncertainty and a kind of cultural abandonment that leads to the collapse of traditional foundations of identity. (Kohestani et al., 2024) But having a coherent and specific identity is a human need. This need is no longer given to the individual in advance, but the task of constructing it is the responsibility of the individual himself. In other words, personal identity in late modernity becomes a project that must be “constructed in a reflective way. But this task must be carried out in the midst of an astonishing diversity of choices and possibilities” (Sharifi et al., 2023). Social media are a new generation of social relations space and, although not very old, they have managed to find their place in people’s lives. People's alignment with social media has intensified in recent years; and this has continued to increase with the spread of the coronavirus. So much so that today it is very difficult to imagine life without virtual networks and virtual social communication tools, and this human dependence has caused some people to use these tools to offer their products, productions, and services (Sharifi et al., 2023). Therefore, the main question of the present study is: what is the leveling of the factors of commodification of identity in light of the expansion of social networks in Iran with a futures research approach? Theoretical Framework Social Identity Social identity refers to the characteristics that distinguish a society from others. This category, which has undergone major changes with the entry of virtual social networks, is more important in relation to young people than any other group; because youth is the stage of developing an independent identity and gaining independence. Social identity influences young consumers' actions towards brands in a two-way interaction with social media (Sharifi et al., 2023). Kohestani et al. (2024) conducted a study entitled “Fame on Social Networks: A Study on the Why and Consequences of Becoming Famous on Instagram” by conducting in-depth interviews with a qualitative approach. The findings from the interviews include 6 main themes and 12 sub-themes. The results of this study indicate that generating income and acquiring economic capital, a shortcut to success, and an opportunity to be seen and heard are among the main reasons for users to seek fame on Instagram, which lead to consequences such as standardization of taste, consumerization of daily life, and transformation of values ​​and norms in society. Zand et al. (2023) conducted a study entitled; The Effect of Using Social Networks on the Social Identity and Job Performance of Employees of the Tehran Municipality Sports Organization, which showed that the use of social networks has an effect on the social identity and job performance of employees of the Tehran Municipality Sports Organization.  Research Methodology The present study is applicable in terms of its purpose, descriptive of survey type in terms of data collection method, and exploratory in terms of nature. The statistical population of the study includes 21 prominent Iranian academics and experts in the field of social networks and communication sciences. These individuals have high-level academic knowledge and work experience. The sampling method in this study is purposive. The data collection tool is a semi-structured interview and a questionnaire.  Research findings The MICMAC method was used to analyze the findings, and in line with future research, interaction analysis and scenario building methods were used. After in-depth interviews with experts, 22 categories were identified in six dimensions; the cultural planning variable was identified as the most influential component or variable, followed by the education component in second place. The third place in terms of impact in the direct impact matrix is ​​related to the improvement of social skills variable, while in the indirect impact matrix this position belongs to the profit-seeking variable. In the scenario section, 7 scenarios were identified, which include: changes in lifestyle, strengthening communication, advertising, creating a new identity, personal and behavioral factors, educational-skill factors, cultural factors, international and political factors, technological factors, and social factors.  Conclusion The present study aimed to classify the factors of identity commodification in light of the expansion of social networks in Iran with a futures research approach. The results of this study are consistent with the results of Kohestani et al. (2024), Zand et al. (2023), Sharifi et al. (2023), Tavani et al. (2022), Asgharpourmasouleh & Davari (2022), Dwivedi et al. (2023), Nafees et al. (2021), Katherine Cao (2020), and Cirklová (2020). Tavani et al. (2022) showed that factors related to users' identity include: self-reflection and the growth of reflective thinking, interactions and communications on Telegram and Instagram, the experience of disorientation in time and space, the experience of anxiety and trust, the experience of freedom, individual independence and the power of idealism, the communicative transformation of controllability and insecurity. The main and final concept is the power of direction, which expresses the role-playing and power of action of the user in cyberspace compared to the real world, and the user can simultaneously experience diverse and sometimes contradictory roles and functions, which is due to the user's power of direction in the social network.

Abstract Abstract The aim of this study is to present and validate a sustainable consumer behavior model based on good digital governance in the banking industry (case study: Parsian Bank). The research method is developmental-applicable in terms of targer, mixed in terms of implementation method, and of descriptive-exploratory type. The statistical population in the qualitative section includes 9 experienced professors in the field of research and senior and knowledgeable managers in the banking industry and Parsian Bank across the country, selected purposefully (judgmentally); and in the quantitative section includes 358 branch managers across the country, 186 of whom were selected using the Cochran formula and simple random sampling method. The tool for collecting findings in the qualitative section is a semi-structured interview and in the quantitative section is a questionnaire. MAXQDA software was used to analyze the data in the qualitative section and SPSS, and PLS software in the quantitative section. After coding, 23 subcategories were identified, including organizational values ​​supporting the formation of responsible behavior, Parsian Bank's macro and strategic goals, the level of education of the community and the expansion of new digital technologies at the banking level, influential factors (causal factors), providing personalized services, continuous training and awareness, reviewing digital policies, creating secure digital banking channels, and managing digital assets in the bank (pivotal factors). Considering the extracted components, the final research model explains a way to create sustainable consumer behavior and determine strategies and operational plans for the sustainable development of the country and improving bank performance. Introduction Good digital governance is recognized as a key framework for aligning digital processes with sustainable development goals. Recent studies show that the effective integration of technologies such as artificial intelligence and data analytics into banking systems not only increases operational efficiency, but also plays a decisive role in shaping sustainable consumer behavior. In particular, the report (Wang & Zhang, 2025) emphasizes that the use of artificial intelligence in integrating ESG (environmental, social and governance) data with banking decision-making processes leads to improved transparency and accountability (Wang & Zhang, 2025). On the other hand, research of Stauropoulou et al. (2023) shows that online banking plays a pivotal role in increasing financial inclusion and empowering underserved communities through personalized financial management tools by reducing access barriers. These findings suggest that designing digital systems based on good governance principles can lead to building customer trust and loyalty. Another study by Khosrpour et al. (2024) emphasizes the need to adopt digital transformation governance frameworks in commercial banks and proposes the “self-empowerment” strategy as an efficient model for coordinating between centralized and decentralized structures. Also, changes in lifestyle and the emergence of new technologies have led to different needs of customers who demand personalized services. In this competitive industry, banks must have strategies to maintain their competitive position. Good digital governance can improve consumer behavior by communicating with customers in a two-way manner and conveying necessary information about sustainable financial solutions to customers (Lucas & Basuki, 2015). By using digital technologies, banks can provide faster services and more diverse products, which increases customer interaction with the bank. In this regard, there are theoretical gaps about the role of good digital governance in the banking industry and its impact on sustainable consumer behavior. Also, differences in the definition and interpretation of sustainable consumer behavior can lead to a variety of perceptions and theoretical gaps among researchers (Zulfikar et al. 2020). The present article, focusing on Parsian Bank as a case study, seeks to combine research findings in the field of digital governance and sustainable consumer behavior to present a new model that is capable of adapting to rapid technological developments and increasing stakeholder expectations. Accordingly, the present study seeks to answer the following question: How does the presentation and validation of a sustainable consumer behavior model based on good digital governance in the banking industry look like in Parsian Bank?  Theoretical Framework Sustainable Consumer Behavior Sustainable consumer behavior refers to the conscious and intentional actions of individuals as consumers to minimize the negative environmental, social, and economic impacts associated with their purchasing decisions. This includes choices that support sustainable practices, products, and businesses with the aim of promoting environmental protection, social equity, and economic well-being. By adopting this behavior, individuals can contribute to positive changes that create a more sustainable and just society (Milfont & Markowitz, 2016). Digital Governance Digital governance includes strategies and methods for managing and optimizing advertising activities, content marketing, digital public relations, data analytics, and customer communications. These actions help businesses improve, strengthen customer relationships, and ultimately increase sales and profitability. For example, using data analytics to better understand business strengths and weaknesses, identify customer behavior patterns, and optimize marketing strategies is an important aspect of digital governance in the marketing space. In general, digital governance in the marketing space plays a fundamental role in customer engagement, advertising, and online sales, and provides businesses with enormous opportunities to improve performance and growth (Shmok, 2022). Mohammadi et al. (2024) examined the design of a regulatory model based on sustainable development governance. They believe that the governance-based monitoring model for sustainable development includes three overarching themes (contextual, content, and monitoring) and five organizing themes (policy-based factors, economic factors, social factors, audit and reporting factors, and environmental factors) and 28 basic themes (formulation and implementation of economic, environmental, and social development policies, annual GDP growth, full employment, transparency, fiscal discipline, economic stability, social justice, access to renewable energy, combating desertification, waste management, sustainable forest management, sustainable use of financial resources and terrestrial ecosystems, reducing air pollution, minimizing the release of hazardous chemicals, poverty alleviation, social responsibility, combating corruption, health, intergenerational commitments, education, participation, promoting security, public welfare, budget and analytical reports, and audit reports). Hael et al. (2024) examined the trends in the literature on consumer behavior and sustainability: insights from a bibliometric analysis approach. They concluded that the three components The main ones, namely attitude, mental norms and perceived behavioral control, together shape the behavioral intentions of the individual and behavioral intention is the closest determinant of human social behavior and can have a significant impact on prediction.  Research Methodology The research method is developmental-applicable in terms of its purpose, mixed in terms of implementation method, and descriptive-exploratory. The statistical population in the qualitative section includes 9 experienced professors in the field of research and senior and knowledgeable managers in the banking industry and Parsian Bank nationwide, which were selected purposefully (judgmentally) and in the quantitative section includes 358 branch managers nationwide, 186 of whom were selected using the Cochran formula and simple random sampling method. The tool for collecting findings in the qualitative section is a semi-structured interview and in the quantitative section is a questionnaire.  Research Findings MAXQDA software was used to analyze data in the qualitative section and SPSS and PLS software were used in the quantitative section. After coding, 23 subcategories were identified, including organizational values ​​supporting the formation of responsible behavior, Parsian Bank's macro and strategic goals, the level of education of the community and the expansion of new digital technologies at the banking level, influencing factors (causal factors), providing personalized services, continuous training and awareness, reviewing digital policies, creating secure digital banking channels, and managing digital assets in the bank (central factors). Considering the extracted components, the final research model explains a way to create sustainable consumer behavior and determine strategies and operational plans for the sustainable development of the country and improving bank performance. Conclusion The present study was conducted with the aim of presenting and validating a model of sustainable consumer behavior based on good digital governance in the banking industry (case study: Parsian Bank). These results are consistent with the results of Mohammadi et al. (2024), Hael et al. (2024), Akpan Obong et al. (2023), Rezaei Lori et al. (2022), Husta & Zabkar (2021), Al-Ansari et al. (2021), Velenduck et al. (2017), and Wu et al. (2016). Rezaei Lori et al. (2022) stated that; holistic responsibility is a factor for the formation of good governance and along with it, knowledge linkage, innovation platforms and innovative actions lead to sustainable development in social, economic and environmental dimensions. According to the research results, the following suggestions were made: Parsian Bank should evaluate and continuously improve its integrated channels by receiving consumer feedback periodically with the aim of their participation in the digital service improvement processes. This can be done through surveys, online comments or in-app feedback systems. 

Abstract Abstract The aim of the present study is to design a model for developing life insurance culture in Iran. The research method is applicable in terms of its purpose, and mixed (qualitative-quantitative) in terms of its implementation method. The statistical population of the qualitative part of the study includes 17 experts who were selected through purposive sampling. The statistical population in the quantitative part includes employees of insurance companies in the country, which was considered to be 411 people according to the Cochran formula. Data collection in the qualitative part was carried out through semi-structured interviews, and in the quantitative part through questionnaires. In analyzing the data in the qualitative part, an interpretive paradigm based on the content analysis strategy was used, and in the quantitative part, SPSS and Lisrel software were used. The results of the study showed that the significance of the obtained coefficients and parameters of the dimensions of the model for developing a life insurance culture in Iran showed that all the obtained coefficients are significant. This study provides a framework for designing a qualitative model of the development of life insurance culture in Iran. Introduction The rapid changes and transformations occurring in people's lives have exposed them to numerous risks such as loss of property and assets, physical injury in the workplace, disability, disability, and death. Today, various types of insurance coverage have been developed to reduce the many risks that people face. Life insurance is known as the most effective and acceptable tool in many countries around the world to reduce the adverse effects of accidents (Hghighi et al., 2015). Insurance companies are organizations that reduce the consequences of various risks for individuals and institutions and transfer funds consisting of premiums paid by insured persons to different markets in exchange for the services they provide. Insurance is defined as the minimization of risks by transferring them in exchange for a certain premium in order to protect against the economic consequences of events that cause damage and loss of income under certain conditions. Insurance takes precautionary measures in advance against losses and damages caused by anticipated risks. The insurance industry plays a key role in the development of capital markets, which ensure the flow of funds to the economy as well as its healthy and sustainable growth. In this context; investment funds, portfolio management companies, as well as private pension funds and life insurance companies from private pensions, are among the most important institutional investors (Sharma & Sood, 2022). Life insurance is considered a kind of indicator of futurism with a quality and developable life approach in developed societies. The development of insurance culture, especially life insurance, will provide the future of every human being with security and peace of mind and will ensure the hope of a quality life within the individual. Life insurance accounts for more than 58% of the world's insurance portfolio and reaches over 70% in some Southeast Asian countries. This figure is less than 10% of the insurance industry portfolio in Iran (Riahifar, 2016). On the other hand, price competition has also lost its meaning, and instead of competing on price, insurance companies are thinking about maintaining and promoting customer loyalty as a new tool in marketing. In the concept of marketing, it is believed that achieving organizational goals depends on defining and determining the needs and demands of target markets and ensuring their satisfaction should be more desirable and effective than other competitors. In today's world, companies that satisfy their customers more will be successful. Companies that do not simply seek short-term sales and focus on achieving long-term customer satisfaction by providing superior and distinctive insurance services can achieve more profitability. Therefore, in this market, customers expect insurance companies to provide the most value with the lowest premium (Eckert et al., 2022). The main issue of this research is: what is the pattern of development of life insurance culture in Iran?  Theoretical framework Development of insurance culture The insurance industry is a set that is in contact and interaction with the non-insurance environment outside the insurance industry; including the political, economic, and socio-cultural environments. Therefore, the culture and overall strategic direction of the insurance business must be integrated in a way that can create a superior brand and services for stakeholders. In this regard, the social culture of the society is an influential factor; understanding its priorities, extracting standards and indicators related to it, and familiarizing with the path of its dominant cultural approaches leads to the excellence and mutual effectiveness of the insurance industry's service capacity and the prosperity of this industry's business (Asadi & Hedayati Biland, 2019). Farajzadeh et al. (2025) have conducted a study entitled “Designing and Explaining Factors Affecting the Development Model of Life Insurance Sales in the Iranian Economy”. The findings indicate that individual factors have the greatest impact on the demand side, insurance factors affect the supply side, and macroeconomic conditions affect both sides. Hosseinzadeh et al. (2025) have conducted a study entitled “Identifying and Analyzing Drivers Affecting the Insurance Industry”. Based on the research findings, several practical suggestions were presented to exploit the upcoming opportunities and deal with possible challenges. These suggestions include: developing platforms for joint cooperation between traditional insurance companies and insurtechs to promote innovation and agility, investing effectively in information technology infrastructure and advanced data analysis, formulating and implementing educational policies to improve the digital literacy of policyholders and employees, and reviewing laws and regulations in a way that supports technological innovations while also protecting the rights and interests of policyholders.  Research Methodology The research method is applicable in terms of its purpose, and mixed (qualitative-quantitative) in terms of its implementation method. The statistical population of the research in the qualitative section includes 17 experts selected by purposive sampling. The statistical population in the quantitative section includes employees of insurance companies in the country, which was considered to be 411 people according to the Cochran formula. Data collection in the qualitative section was carried out through semi-structured interviews and in the quantitative section through questionnaires. Research findings In analyzing the qualitative data in the form of an interpretive paradigm based on the content analysis strategy, and in the quantitative part, SPSS and Lisrel software were used. The results of the research showed that the significance of the coefficients and parameters obtained for the dimensions of the life insurance culture development model in Iran showed that all the obtained coefficients are significant. This research helps by providing a framework for designing a qualitative model of the life insurance culture development model in Iran.  Conclusion The present research was conducted with the aim of designing life insurance culture development model in Iran. The results of this study are consistent with the results of Farajzadeh et al. (2025), Hosseinzadeh et al. (2025), Ekhtiari & Naseri Borujeni (2025), Ghanbarzadeh & Fathi (2025), Saeedi (2023), Shahabadi et al. (2021), Chen (2021), Ravi & Varshney & Manoj (2020), Canh & Wongchoti & Thanh (2020), Leiria & Matos & Rebelo (2020), Ning (2019), Cheng & Yu (2019), and Stahl & Andersson (2018). Ekhtiari & Naseri Borujeni (2025) showed that several factors at the macroeconomic, institutional, insurance industry, socio-cultural and technological levels have affected the sales of life insurance in Iran. Factors such as economic fluctuations and high inflation, instability caused by sanctions, weakness in the marketing and sales system, inadequacy of products tailored to customer needs, low level of insurance awareness and culture, and infrastructure challenges in the field of information technology have been among the most important obstacles to growth. Based on the present study, the following suggestion is made: It is suggested to increase awareness about the importance of the role and position of life insurance among both policyholders and insured. This awareness can be in the form of effective advertising and education in schools and universities.