درخت حوزه‌های تخصصی

The aim of the present study is to investigate the impact of servant leadership on the human resource productivity through whistleblowing considering the moderating role of work ethics. The current research method is correlation, which was carried out in the field. The statistical population of the research was the employees in track and field sport in Iraq, 152 people were selected as a sample using the convenient method. The servant leadership questionnaires of Luu (2019), the whistleblowing of Park and Blenkinsopp (2009), the Human resources productivity of Hersey and Goldsmith (1980), and the work ethics of Bateman and Snell (2004) were used. SPSS version 18 and PLS version 3 software were used for data analysis. The results showed that servant leadership has a significant relationship with human resource productivity and whistleblowing. Also, there is a significant relationship between whistleblowing and human resource productivity. Finally, there is a significant relationship between servant leadership and human resource productivity with the moderating role of work ethic. Servant leadership is a management approach that prioritizes the well-being and growth of employees, leading to improved human resource productivity and organizational performance. This leadership style, which involves serving employees rather than commanding them, has been shown to have a significant positive impact on productivity and whistleblowing within organizations. By fostering an employee-centric approach and a culture of trust, safety, and open communication, servant leaders can encourage employees to speak up about unethical practices, leading to a more transparent and accountable work environment.

In recent years, the integration of artificial intelligence (AI) across various industries has significantly transformed traditional practices, particularly in marketing. As sports marketing increasingly turns to AI-generated content, understanding the factors that influence consumer attitudes and purchase intentions becomes crucial for the effective utilization of this innovative technology. This article examines the impact of two key factors— observability and compatibility—of AI-generated sports marketing content on consumer attitudes and their purchase intentions. In today’s competitive world, understanding how this novel technology affects consumer behavior and how they interact with marketing content is of particular importance. Data was collected through a questionnaire using simple random sampling from sports consumers (n=300). A quantitative research method and structural equation modeling were employed, and the data were analyzed using SEM-Smart PLS TM3 software. The results indicated that observability and compatibility significantly influence consumer attitudes, which in turn affect purchase intentions. The robustness of the research model was confirmed through R2 and β values, emphasizing the importance of using innovative technologies in sports marketing. This article is one of the few studies focusing on the effects of AI-generated content in the sports industry and offers suggestions for improving sports marketing strategies.