درخت حوزه‌های تخصصی

Purpose: The purpose of this study was to investigate and predicting positive user responses to social media advertising: The roles of subjective norms and empathy. Methodology: This study in terms of goal is an applied and in terms of nature is an experimental research. Statistical population for this study was users of the Instagram, and simple random sampling was used and 150 questionnaires were collected successfully. For statistical analysis of the data, Structural Equations Modeling and PLS2 software was used. Findings: This research conceptualizes social networks advertisements effectiveness as a concept encompassing emotional appeal, in formativeness and creativity that all have a potential to contribute to a positive online behavior. The experts were asked to validate the validity. It proposes and tests a conceptual model of the formation of online user’s behavioral responses about social networks advertising. Conclusion: The results of our empirical tests of the model reveal that emotional appeal, in formativeness and advertising creativity were key drivers of favorable behavioral responses to a social networks ad and that intention to engage in favorable user responses was positively associated with purchase intention.

Purpose: The aim of this study was to identify the dimensions and components of human capital in the Iranian education system in order to provide a model for it. Methodology: The present study was applied research in terms of purpose and mixed (qualitative/quantitative) research in terms of implementation method. In the qualitative section, the participants included 15 university experts from Zanjan in the academic year 2019-20, selected by purposive sampling. In the next part of the study, the statistical population consisted of 1029 high school principals in Zanjan in the academic year 2019-20. The sample size was determined 292 principals based on Morgan table and was selected by simple random sampling. Data were collected through a questionnaire obtained based on qualitative findings, the validity of which was confirmed by professors and the reliability of which was calculated to be 0.81 through Cronbach's alpha test. To analyze the data in the qualitative part, the researchers used the thematic analysis method, the validity of which was confirmed by experts and the reliability of which was obtained as the coding agreement coefficient (0.86). To analyze the quantitative part, the researchers used content analysis method and confirmatory factor analysis and structural modeling with Amos24 for the quantitative part analysis. Findings: The results demonstrated that HC had 5 dimensions and 20 components, namely skill (5 components), knowledge (4 components), ethics (4 components), mental health (4 components) and sociocultural (3 components), as well as 70 indicators (P <0/05). The results of confirmatory factor analysis showed that the measurement models have a good fit. The RMSEA value was less than 0/08, the GFI, AGFI and NFI values were greater than 0.9 and the indices (PNFI and PCFI) were greater than 0/5 The results of structural equations also showed that all dimensions had a direct and positive effect on human capital (P <0/05). Conclusion: Planners and practitioners of the education system can use the results of this research at two levels of study time of human resources in universities, especially Farhangian University for the growth and excellence of human capital and during service to maintain them in the education system.