درخت حوزه‌های تخصصی

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 the current study was to identify, quantify, and prioritize the components of reducing the resistance of managers of government organizations in the administrative transformation plan. Methodology: The mixed study method is based on exploratory mixed study. The statistical population in the qualitative section was university professors, managers, and experts of executive systems, in the quantitative section, managers and experts of government agencies, and in the prioritization section, high and middle managers of executive systems of selected organizations. In-depth interviews were used in the qualitative part, while questionnaires were used in the quantitative part, and matrix questionnaires were used in the prioritization one. Acceptability (expert review) and confirmability (expert review) were used to determine the validity and reliability in the qualitative stage, while in the quantitative stage, the validity of the questionnaires was confirmed by three methods: form, content, and structure. Reliability was estimated and confirmed by three methods of determining factor loadings of items, Cronbach's alpha of components (between 0.760 and 0.888) and combined reliability (between 0.842 and 0.923). In the prioritization section, the content of the matrix questionnaire was approved by five academic and organizational experts in terms of comprehensibility and expressiveness, and the rate of inconsistency of the criteria was calculated and confirmed as 0.05 to 0.07. Qualitative data were analyzed with the ground theory technique, while quantitative data with structural equation modeling technique, exploratory and confirmatory factor analysis tests in SPSS and Smart PLS software, and the prioritization section, data were analyzed through hierarchical analysis (AHP) in EXPERT CHOICE software. Findings: The results of the qualitative part indicated that the paradigm model includes 10 dimensions (categories) and 22 components (concepts) in the form of causal, contextual, interventional, strategy, and consequence conditions. Conclusion: The results of the quantitative part showed that all the components of the study model were confirmed. The results of the prioritization section show the greater importance of the outcome and organizational productivity component.

Purpose: Today, having knowledge-based organizations and businesses is considered an important and main capital for a country and can create a competitive advantage. As a result, the aim of this study was to drawing a scientific map of the knowledge-based businesses development with a bibliometric approach. Methodology: The current research in terms of purpose was applied and in terms of implementation method was descriptive. The population of this study was the conducted research in the field of knowledge-based business development in the Scopus database from 1985 to 2023 year. The data of this study were analyzed by the bibliometric method according to the systematic approach with the two objectives of functional analysis and citation network analysis and with PRISMA protocol in VOSViewer software. Findings: The functional analysis findings showed that in the field of knowledge-based businesses development, Gambardella and McGahan had the most citations (372 times) with an article entitled Business-model innovation: General purpose technologies and their implications for industry structure. Also, authors including Crenicean, Ichijo, Kohlbacher, Markopoulos, Popescu, Sequeira, Vanharanta and Will and countries including United Kingdom, China, United States, Germany, Italy, Romania and South Korea respectively had the most research in the field of knowledge-based businesses development. In addition, the findings of the citation network analysis showed that for collaboration between authors there were 21 links, 7 keywords and 1 cluster and for collaboration between countries there were 34 links, 22 keywords and 5 clusters. Also, for co-referencing words there were 1475 links, 138 keywords and 6 clusters, which were more related to the words of business development, knowledge-based systems, innovation and knowledge management. Conclusion: The results of the present research about the knowledge-based businesses development with a bibliometric approach can have an effective role in designing and implementing programs to improve knowledge-based businesses.

Purpose: One of the social problems of football spectators is their delinquent behavior and the reasons for this behavior. As a result, the aim of this study was identifying and ranking the effective factors in the delinquency of football spectators in Iran and its prevention strategies. Methodology: This study in terms of purpose was applied and in terms of implementation method was quantitative. The research population was football spectators in Iran, which the sample size were determined 400 people and this number were selected with using available sampling method. The research tool was a researcher-made questionnaire of delinquency of football spectators, which its face validity and reliability were confirmed and the data obtained from its implementation were analyzed with exploratory factor analysis test and Friedman's test in SPSS version 23. Findings: The results of the exploratory factor analysis test showed that the effective factors in the delinquency of football spectators in Iran were included the socio-economic factors, mental-psychological factors, managerial factors, events inside the football field and media, which whose content validity was higher than 0.60 and whose Cronbach's and combined reliability was higher than 0.80. Also, the results of Friedman's test showed that the most effective factors in the delinquency of football spectators in Iran were included the events inside the football field, managerial factors, socio-economic factors, mental-psychological factors and media, respectively. Conclusion: According to the results of this research, in order to reduce the delinquency of football spectators in Iran, respectively can manage the events inside the football field, improve the managerial factors, promote the socio-economic factors and mental-psychological factors, and optimize the media behaviors.

Purpose: Entrepreneurship plays an effective role in creating and increasing employment, and the development of entrepreneurial talents is effective in this field. As a result, the aim of this study was to identifying and evaluating the effective educational factors on the development of entrepreneurial talents. Methodology: The method of this research was of mixed exploratory type (qualitative and quantitative). The population of the qualitative part of this research was the Iranian academic and electrical industry experts, which according to the principle of theoretical saturation, 20 people of them were selected by purposive sampling method and were subjected to semi-structured interviews. The population of the quantitative part of this research was the employees of specialized parent companies, which 218 people of whom were selected by multi-stage cluster random sampling method and answered the researcher-made questionnaire. The validity and reliability of the tools of both qualitative and quantitative parts were examined and confirmed and the data obtained from their implementation were analyzed by open, axial and selective coding methods in MAXQDA-V2020 software and exploratory factor analysis and one sample t-test in SPSS-V23 and LISREL-V8 software. Findings: The findings of this study in the qualitative part showed that the effective educational factors on the development of entrepreneurial talents had 66 indicators, 16 components and 2 categories; So that the category of effective educational factors has 8 components including the psychological characteristics of the teacher, social intelligence, organizational coordination, encouraging talents to entrepreneurship, leadership and management style, educational content, space and educational equipment and teaching methods and the category of development of entrepreneurial talents has 8 components including risk-taking, locus of control, need to success, mental health, pragmatism, ambiguity tolerance, dreaming and discovering and exploiting from opportunities. Also, the findings of this study in the quantitative part showed that the effective educational factors on the development of entrepreneurial talents had 66 items and 16 components in 2 dimensions of effective educational factors and development of entrepreneurial talents; So that all the items had a factor load of higher than 0.40, all components had a content validity ratio of higher than 0.70, all of them had an average extracted variance of higher than 0.50, and all of them had a Cronbach's alpha of higher than 0.70. In addition, the average of all components of effective educational factors and development of entrepreneurial talents except mental health significantly was higher than the hypothetical average (P<0.05). Conclusion: According to the results of this study for improvement and development of entrepreneurial talents can be establish the field for the realization of effective educational factors on it including the psychological characteristics of the teacher, social intelligence, organizational coordination, encouraging talents to entrepreneurship, leadership and management style, educational content, space and educational equipment and teaching methods.

Purpose: The current study was conducted with the aim of designing a human resource competency model in the age of digital transformation. Methodology: This study is applied-developmental in terms of purpose. Also, it is a developmental and exploratory sequential type, and the present study is qualitative in terms of data type. The statistical population of this study is made up of experts and specialists who are aware of the subject of the study and specialists in Mobile Communication company of Iran (IR-MCI) and 20 people were selected as a sample using the targeted sampling method. In this study, library and field methods were used to collect information. In this study, the method of text analysis as well as interviews and Delphi were used for data analysis. Findings: The results showed that the competency of digital managers includes 7 components of individual factors, organizational factors, culture of change, digital attitude, communication factors, leadership and management, and technical and specialized factors. Conclusion: Based on the results, there is a significant correlation between all components. The results also showed that the study model has the required validity.

Purpose: After-sales service includes a wide range of services and provides the basis for a long and easy use of the product. The present study was conducted with the aim of designing a curriculum model for after-sales service in the automobile industry in Iran. Methodology: This was a mixed exploratory study (qualitative and quantitative). The research population in both the qualitative and quantitative sections were the CEOs and after-sales service assistants of the automobile industry, training managers and technical experts of the automobile industry, and according to the principle of theoretical saturation, 18 of them were selected as a sample using the snowball sampling method. The research tools were demographic information form and semi-structured interview with experts, the data of which were analyzed in the qualitative part with open, central and selective coding method in MAXQDA-10 software and in the quantitative part with exploratory factor analysis method in Smart PLS-3 software. Findings: The findings showed that the after-sales service curriculum model of the automobile industry in Iran had 61 indicators in 6 categories of efficient and effective management, skilled and trained human resources, use of new technologies, training development, evaluation and customer satisfaction. Other findings showed that the after-sales service curriculum model of the automobile industry in Iran has 57 items (removal of 4 items due to factor loading less than 0.40) in 6 factors of efficient and effective management, skilled and trained manpower, use of new technologies, It was the development of training, evaluation and customer satisfaction. The validity of the factors based on the factor loading was higher than 0.60, the convergent validity was higher than 0.50 and the average variance extracted was higher than 0.70, and the reliability was higher than 0.80 with Cronbach's alpha method. In addition, the 6-factor model of the after-sales service curriculum of the automobile industry in Iran had a good fit and the effect of the said model had a direct and significant effect on all 6 factors (P<0.05). Conclusion: Managers and planners of the automobile industry and its after-sales services in Iran can use 6 categories of efficient and effective management, skilled and trained manpower, use of new technologies, training development, evaluation and customer satisfaction to improve the after-sales service curriculum. car industry to use.

Purpose: Organizational citizenship behavior improves the organization's conditions and creates a competitive advantage, and on this basis, research on the development of organizational citizenship behavior education is very important. As a result, the current research was conducted with the aim of identifying affecting factors on the development of organizational citizenship behavior education and providing suitable managerial strategies. Methodology: In a descriptive study from type of qualitative, among the universal and organizational experts of Islamic Azad University of Fars province in the 2021-2022 academic years, number of 19 people were selected as a sample by purposive sampling method and according to the principle of theoretical saturation. The samples were subjected to a semi-structured interview, which their validity was confirmed by the triangulation method and their reliability was obtained by the agreement coefficient method between two coders 0.83. The data from semi-structured interviews were analyzed with open, axial and selective coding method in MAXQDA-2020 software. Findings: The results of the analysis showed that the affecting factors on the development of organizational citizenship behavior education had 35 indicators, 8 components and 3 dimensions. In this study, the dimensions were included individual factors with two components of citizenship knowledge and citizenship skills, organizational factors with three components of job satisfaction, organizational culture and job engagement and educational factors with three components of educational infrastructure, educational quality and employees as learners. Also, managerial strategies in the development of organizational citizenship behavior education were included 5 strategies of effective leadership, effective education, providing feedback and encouragement, applying guidelines and policies and promotion based on organizational citizenship behavior. Conclusion: According to the affecting factors on the development of organizational citizenship behavior education and the five identified strategies for it can be prepared the ground for improving and promoting the organizational citizenship behavior.

Purpose: Education is one of the important factors of economic and social development and the education industry is one of the largest and most tangible industries in the world. Therefore, the aim of this study was to providing a customer value maturity model based on the dynamic capabilities of educational institutions. Methodology: This study in terms of purpose was applied and in terms of implementation method was qualitative. In this study number of 15 people after checking the inclusion criteria such as work experience of at least 10 years and at least bachelor's education with using the purposive sampling method were selected from among the experts of non-governmental educational institutions of the senior school in Tehran city. The tool of the current research was a semi-structured interview with selected experts, which its validity was confirmed by the triangulation method and its reliability was calculated by the method of the coefficient of agreement between two coding 0.88. Data were analyzed by content analysis method. Findings: The results of the present study indicated that for the customer value maturity model based on the dynamic capabilities of educational institutions were identified number of 268 open codes in 5 core codes or levels, respectively including the analysis the value proposition of customer, definition and design the value proposition of customer, management and expansion the value proposition of customer, implementation and execution the value proposition of customer and evaluation and optimization the value proposition of customer. Therefore, the educational programs in the customer value maturity model based on the dynamic capabilities of educational institutions were drawn at five levels based on the level of maturity and value. Conclusion: According to the identified codes and levels for the customer value maturity model based on the dynamic capabilities of educational institutions can be taken an effective step in the direction of customer value maturity.

Purpose: The link between school and community plays an important role in improving the school and adapting to the conditions and facilities of society. Therefore, the purpose of this research was to research on effective factors, strategies and consequences on the link between school and society in Iran. Methodology: In an applied research from type of qualitative, action to identified the effective factors, strategies and consequences on the link between school and society. The population of this study was professors and experts with scientific achievements in the field of sociology of education, policy makers and managers of education and school’s managers. The required sample size of the research was considered to be 18 people according to the principle of theoretical saturation, who were selected by purposive and snowball sampling methods. The data collection tool was a semi-structured interview, which its validity was checked and confirmed by triangulation method and its reliability was checked and confirmed by reliability, trustworthiness, verifiability and transferability methods. Data analysis was done by thematic analysis method in MAXQDA software version 2021. Findings: The findings showed that the effective factors on the link between school and society had 15 sub-categories in 7 sub-categories and 2 main categories including structural factors (with 4 sub-categories of policies and strategies of macro future development, upstream document requirements and macro perspectives and ruling intellectual, philosophical and educational orientation) and process factors (with 3 sub-categories of periodic monitoring of school performance by local stakeholders, alignment and adaptation of educational content with need of society and education in the field of environmental issues). Also, the findings showed that the effective strategies on the link between school and society had 9 sub-categories in 3 sub-categories and 1 main category including strategies of link school and society (with 3 sub-categories of appropriate governance of educational system, re-engineering and refining of educational system structure and policy making in the field attracting civil participation). In addition, the findings showed that the effective consequences on the link between school and society had 6 sub-categories in 2 sub-categories and 1 main category including consequences of link school and society (with 2 sub-categories of individual consequences and social consequences). Conclusion: The designed themes network for effective factors, strategies and consequences on the link between school and society in Iran can greatly help education specialists and planners in improving the educational system and harmony with the society.