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Purpose: The purpose of this research is to design a model for evaluating digital innovation and transformation in startup business models.Method: The methodology of this reseatch is descriptive-exploratory and employs a qualitative approach. The thematic analysis was employed to study digital innovation and transformation in startup business models. The participants in this research were academic and industrial experts with a background in research and executive work in lean startups. Initially, a purposive sampling method was used to select the samples, and this was later extended using the snowball method. Ultimately, the researcher conducted 14 expert interviews to collect data. The data obtained from the interviews were reviewed and analyzed using coding based on theme analysis. Initially, codes were extracted from the text of the interviews. These codes were aggregated into more general codes, which were further studied and integrated into components. From these components, relevant dimensions were proposed, leading to the presentation of a model based on these dimensions and extracted components.Findings: The results indicate that the digital Innovation and transformation evaluation model for startup business models includes six main dimensions and 19 sub-themes. The proposed model consists of the following dimensions: "monitoring and analysis of market needs" with three components, "evaluation of product development costs" with three components, "digital innovation and transformation in the business model" with four components, "coordination and integration inside and outside the organization" with two components, "evaluation of learning ability and absorption of organizational knowledge" with three components, and "organizational resources and capacities" with four components.Conclusion: Based on the research findings, it is suggested that managers in the technology field understand the importance of lean startups. The indicators in the proposed model may be considered to help prepare and empower startups to improve their products and services. Each proposed dimension can be seen as a management skill necessary for the success of lean startups. Managers may create the appropriate conditions to integrate all of company capabilities.

Purpose: The customers’ behavior is influenced by their mental image of the Banks. Information resources are one of the factors that shape this mental image. Electronic word of mouth (eWOM) is considered a powerful advertising tool and an important and influential resource of information on the attitudes and behavior of customers. The aim of the present research is to investigate the position of eWOM among the advertising strategies that shape the mental image of customers at Bank Day branches in the western part of the country. Method: This research is applied in terms of purpose and descriptive and analytical in terms of nature. It is also a field survey in terms of data collection. The background of the research was compiled through library resources and web browsing. Then, 8 options and 9 criteria were identified, and a decision matrix questionnaire was designed. Therefore, the researcher’s decision matrix was used to collect data, and its content validity was confirmed by professors. The statistical population of this research consisted of all experts working at Bank Day Gharb branches in the country. In this study, 23 experts were selected using purposive and snowball sampling. Findings: Data analysis was performed using Taxonomy software. The results showed that the eWOM advertising strategy ranked third among the advertising strategies, following television advertising and internet advertising, in shaping the customer's mental image. Conclusion: Based on the research findings, the electronic recommendation advertising strategy is considered an important advertising strategy in shaping the mental image of Bank Day customers. There is a need for skilled managers to design appropriate websites and social networks and provide the necessary preparations for its development.

Although email correspondence is a common means of communication between scholars from different cultures, little attention is paid to writing academic emails in tertiary education. The present investigation is aimed at studying the influence of genre education on the formation of academic writing skills and understanding the principles of academic correspondence. The main methods used in the study were experiment and survey. The research was carried out on the basis of National Research Nuclear University MEPhI. The participants of the study were postgraduate (PhD) students (n = 100) with a major in Physics, Electronics, Computer Science, and other technical areas. The results of the study show that the students made considerable progress in their academic email writing skills even after a short period of explicit instruction applying the genre-based approach. Most of the students changed their way of thinking about writing emails for academic purposes in English and became aware of the norms of formal writing. Moreover, the results of the experiment and survey justify the necessity of including academic email writing in the curriculum of teaching Academic English and demonstrate strong potential of genre-based learning in other genres involving academic writing.

Recent years have witnessed extensive research on motivation in second/foreign language (L2) contexts. Attempts have been made to develop motivation-based techniques and methods to boost learners’ learning outcomes in L2 programs. Yet, studies that have targeted L2 learners’ perceptions about the effectiveness of such programs in online classes remain scarce. This study addressed this gap and delved into L2 learners’ perceptions of two motivation-oriented instructions, namely the ARCS-based (Attention, Relevance, Confidence, and Satisfaction) and L2MSS vision-inspired (Second Language Motivational Self System) instructions, in an online English course. To this end, 41 learners of English were assigned to two groups. One group was instructed based on the ARCS motivation framework, and the other was instructed based on the L2MSS framework. Then, 10 volunteer participants from each group participated in focus group interviews. Thematic analysis of the data revealed 19 subthemes and 7 main themes, including 4 themes of attention-related pedagogy, relevance-oriented content, confidence-building elements, and sense of contentment/discontentment regarding the ARCS group, and 3 themes of ideal self-orientations, ought-to self-orientations, and situated learning/teaching experiences regarding the L2MSS group. The engaging content and appealing learning environment in the ARCS group and the future perspective enhancement and goal setting in the L2MSS group were motivating factors, creating positive perceptions of the two programs. The findings suggest utilizing attention-catching and vision-building strategies to motivate learners and enhance their L2 learning outcomes in online classes.