سیما علیپور

Business-to-Business markets use the positive effect of sustainable measures to strengthen their brand. Because sustainable branding supports competitive advantage with a positive impact on customer perceptions and satisfaction, in this regard, the tools and platforms available in the online environment can be effective in sustainable B2B branding by facilitating interaction and dialogue in an informal way between the company and its audience. Therefore, the current research was conducted to provide a conceptual framework of sustainable B2B branding through social media using the qualitative method of theme analysis on Iranian ports. This is an exploratory research with an aim to be applicable. The statistical population is Iranian port managers, and to collect information, a semi-structured interview was conducted with 14 key informants (saturation limit) who were selected by a targeted method. To analyze the data, the text of the interviews was transcribed. Then, using Atlas software and the inductive thematic analysis method, data were coded, analyzed, and interpreted. In this research, the framework of sustainable branding from company to company was explained through social media with 117 basic codes, 10 sub-themes, and 3 main themes of social media management, brand mantra, and sustainability action.

Because of the rising energy prices and the spread of environmental crises; today, societies need to purposive education for Sustainable Development of the Environment (SDE). Therefore, it seems that universities, as the organizations for teaching, are suitable to be chosen as the starting point for environmental protection. Hence Green Universities (GU) can play an important role in the SDE through education for environmental awareness and the use of Green Information Technology (GIT). The aim of the present study was to investigate the mediating role of GIT Acceptance in the relationship between GU and SDE. The study is categorized as applied research in terms of purpose and designed as a descriptive correlational study in terms of the data collection method. The statistical population of the research included the staff of the science and research branch of Azad University in the year 2018, from which 168 people were selected according to Cochran’s formula by stratified random sampling. The data collection tool was a questionnaire. The validity of the questionnaire was confirmed to be convergent and consistent, and the reliability was confirmed using Cronbach's alpha coefficient. In order to analyze the data, the SPSS 25 software was used for the inferential statistics, and the LISREL8.8 software was used to fit the path. The results showed that the dimensions of GU had a positive and significant relationship with acceptance of GIT and SDE. Also, GIT, as a mediator variable, generated a positive relationship between the dimensions of GU and SDE.