سید جعفر موسوی

Purpose: Today, the online purchase intention can create a competitive advantage for the organization and social media marketing activities can be effective in this field. Therefore, the purpose of this study was to determine the effect of social media marketing activities on the online purchase intention of sportswear customers according to the mediating role of the company's brand. Methodology: This research based on the purpose was a practical and based on the nature was a cross-sectional from type of descriptive. The population of this study was the sportswear customers of different brands in Mazandaran province who used social media to buy products. The sample size based on the Krejcie and Morgan table was determined 384 people who these people were selected by available sampling method. The tool of the current research was a 32-item researcher-made questionnaire with three dimensions of social media marketing activities (9 items), online purchase intention (2 items) and company's brand (21 items and 4 components of brand loyalty, brand experience, brand attitude and customer-brand relationship). The content validity of the researcher-made questionnaire was estimated at 0.75 by 8 professors and their reliability was estimated ranged from 0.65 to 0.83. Data were analyzed by structural equation modeling In SPSS-V25 and Smart.PLS-V24 software. Findings: The results of this study showed that there was a positive and significant correlation between the most variables of social media marketing activities, brand loyalty, brand experience, brand attitude, customer-brand relationship and online purchase intention (P<0.05). Also, the model of social media marketing activities on the online purchase intention of sportswear customers according to the mediating role of the company's brand had a good fit, and in the mentioned model, the variable of social media marketing activities on the brand loyalty, brand experience, brand attitude and customer-brand relationship and the variables of brand loyalty, brand experience, brand attitude and customer-brand relationship on the online purchase intention had a direct and significant effect and the variable of social media marketing activities with the mediating of brand loyalty, brand experience, brand attitude and customer-brand relationship on the online purchase intention had an indirect and significant effect (P<0.05). Conclusion: Social media marketing activities directly and indirectly through company's brand impact on the online purchase intention. Therefore, to improve customers' online purchase intentions can be improved the social media marketing activities and company's brand.

Purpose: The purpose of this study was to design a biorhythm management model for Iranian public school principals with a fuzzy Delphi approach. Methodology: The design of the present study was qualitative with fuzzy Delphi method. Statistical population, professors of organizational behavior management in universities of Mazandaran province and senior managers of education departments in cities of Mazandaran province were selected and four rounds of fuzzy Delphi technique were performed with their cooperation. This selection and interviewing continued until the theoretical saturation was reached. Using the "rich information" sampling method with 15 professors of organizational behavior management in the universities of Mazandaran province and senior managers of education departments in the cities of Mazandaran province, the required information with semi-structured questionnaires Collected in four rounds. SPSS software was used to analyze the data. Findings: The results showed that the biorhythm management model of Iranian public school principals has four cycles and 28 dimensions of physical cycle (physical) (high mobility and energy, high physical strength, physical endurance and stability, physical weakness (negative), decreased physical ability (negative), inactivity and lethargy (negative), doing useful work and extreme fatigue (negative) ), Emotional cycle (interest in work and life, kindness, immorality and temper (negative), irritability (negative), confusion and mental weakness (negative), love of others, the power of creativity in affairs and mobility in Against the behavior of others (negative), intellectual cycle (mental) (rational) (promotion of intelligence, comprehension and memory, forgetfulness (negative), mental laziness (negative), poor decision-making power (negative), thinking power in affairs , Gaining new ideas and not focusing on personal and work affairs (negative) and intuitive cycle (inner inspiration, strong sixth sense, absorbing negative energy (negative) and attracting the spiritual forces of nature). Conclusion: Investigating the effect of biorhythm and different situations of employees on their job performance is an important issue and should be considered to prevent problems and increase performance, so identifying the explanatory dimensions of biorhythm management among managers of educational organizations, according to their critical tasks, is very important. And it seems necessary