حسین قره بیگلو

The main goal of this research was to design a green marketing model based on the emotional intelligence of Iran's oil industry managers. This research was conducted based on a mixed-methods approach, incorporating both qualitative and quantitative phases. In the first stage, the research was classified as qualitative with an exploratory approach, and in the second stage, it was descriptive-quantitative-survey research. In the qualitative phase, the purposeful and snowball sampling method was employed based on the saturation rule by conducting 18 interviews with managers of companies under the Ministry of Petroleum and university marketing professors. The data were analyzed using the Strauss and Corbin coding method and MaxQDA2020 software, and finally, the research paradigm model was presented. In the quantitative part, 384 managers and employees of Iran's oil industry were selected by stratified random sampling. The obtained model was validated using the partial least squares method and Smart PLS software. The research results indicated a positive and significant effect of causal conditions on the central phenomenon, as well as a positive and significant effect of background conditions, the central phenomenon, and intervention conditions on strategies. Also, strategies were found to have a positive and significant effect on the consequences of green marketing based on the emotional intelligence of managers.

The present research has been done with a view to designing content marketing model at social media for boosting green marketing. As regards purpose, it is an applied research,and in terms of approach an exploratory survey, and typically, it can be subsumed under a qualitative research. The analysis approach of this research is meta-synthesis. The statistical community consists of academic and scholarly articles published between 2016-2021/1395-1401 on the pertinent area of this study at Iran`s and foreign trustworthy databases. According to our findings, 1740 articles were retrieved, 324 abstracts were sieved and 186 abstracts were investigated. It was established that the titles of 1416 articles were irrelevant, and consequently they were omitted. 138 articles were deleted once their abstracts had been reviewed and found irrelevant and 95 articles were left out after a survey of their contents. The criteria used were size of the statistical sample, theoretical sufficiency (theoretical saturation), and finally 56 articles were accepted. The outcome of this process was 49 codes, 23 concepts and 10 categories. The Kappa index was used to guarantee the quality of our research. The amount of the index was calculated using the SPSS software at the significant level of 0/000 number 0/806. According to the evaluation and the extracted concepts and categories in the present research, the content marketing model of social media (Instagram) for boosting green marketing was designed based on three groups of factors: causal, mediating and consequential. The results of the findings show that in the process of content marketing of social media for boosting green marketing, a set of variables play a causal role, and can act as stimulants or propelling agents, and if the causal and mediating factors come properly about, this can culminate in the boosting of the service or product`s brand and an appropriate competitive advantage regarding green marketing in the organizations will also emerge.