درخت حوزه‌های تخصصی

Purpose: Considering the role and importance of social security, this study was conducted with the aim of providing a model of the impact of modern communication tools on social security, emphasizing the mediating role of cultural and social threats of Western media against the Islamic Republic of Iran. Methodology: The present study was a cross-sectional applied research. The research community consisted of 123 officials and activists in the field of social security of related organizations. The sample size was determined based on the table of Krejcie & Morgan, 93 people who were selected by stratified random sampling method. The research tool was a researcher-made questionnaire, whose face validity was confirmed by the opinion of experts and its reliability was confirmed by Cronbach's alpha method for the entire questionnaire, new means of communication, cultural and social threats, and social security as 0.94, 0.96, 0.95 and 91. 0 was calculated. Data were analyzed by structural equation modeling method in Lisrel software. Findings: The findings showed that the model of the effect of new means of communication on social security with emphasis on the mediating role of cultural and social threats of Western media against the Islamic Republic of Iran had a suitable fit. Also, new means of communication had a direct and significant effect on cultural and social threats and social security, and cultural and social threats on social security. In addition, new means of communication had an indirect and significant effect on social security by mediating cultural and social threats (P<0.05). Conclusion: Considering the effect of variables, it is necessary to plan to increase social security through the adjustment of new means of communication and cultural and social threats.

Purpose: Today, lifestyle plays an important role in improving people's living conditions. As a result, this study was conducted with the aim of identifying the components of informal education of improve the lifestyle of employees. Methodology: The current research in terms of purpose was applied and in terms of data was qualitative. The population of the current research was written sources related to the research field and organizational and universal experts in this field, and the sample of this study was 19 case of written sources and 20 people of experts who were selected by purposive and snowball sampling methods. Data were collected by taking notes from written sources and semi-structured interviews with experts and were analyzed by coding method according to the grounded theory in MAXQDA version 2020 software. Findings: The findings showed that informal education of improve the lifestyle of employees had 136 concepts in 12 components; So that in the central phenomenon section including two components of nature and method, in the causal conditions section including two components of organizational culture and individual factors, in the contextual conditions section including two components of educational facilities and managers' support, in the intervening conditions section including two components of legal obstacles and infrastructural obstacles, in the strategies section including two components of internal organization and organizational knowledge and in the consequences section including two components of competency improvement and empowerment. Conclusion: Considering the components of informal education of improve the lifestyle can be taken effective steps to improve the lifestyle of employees.

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.