درخت حوزه‌های تخصصی

Purpose: The aim of the present research is to identify the factors influencing the acceptance of mobile marketing activities by customers using a meta-synthesis approach.Method: The research was conducted with an exploratory and qualitative approach. Using a systematic and meta-synthesis review approach, the researcher analyzed the results and findings of previous researchers and identified the influencing factors on the adoption of mobile marketing by performing the 7 steps of the Sandelowski and Barroso method. In this context, in order to measure reliability and quality control, the Kappa method was used, and its value was identified for the identified indicators at the level of excellent agreement.Findings: The results of the implementation of meta-synthesis steps in Maxqda10 software showed that the factors influencing the acceptance of mobile marketing activities by customers based on the meta-synthesis approach include two general dimensions  individual  and environmental ones, and these two dimensions include 6 components in total. and there are 33 indicators. Based on these results, the individual dimension includes the components of perceptual factors, personal habits and characteristics, emotional and belief factors, and cognitive factors, and the environmental dimension includes the components of technical factors and social factors. The research results show that marketing is a dynamic field that changes over time. Understanding the effective components at any point in time can increase marketing effectiveness. Mobile marketing combined with traditional and virtual methods has become the most powerful tool even for traditional sellers.conclusion: It can be concluded that proper implementation and digital marketing can help sellers in increasing customer reach and brand awareness

Automotive industry particularly, commercial automotive industry, ranks as a key industry in the economic growth. The necessity of investigating the research & development(R & D) activities of digital marketing and innovation in the form of a dynamic system in automotive industry based on the 3 variables: empowerment of supply network, of product innovation, and of digital marketing is quite undisputed. The present research has been done with a view to identifying and evaluating the cause-and-effect interdependent relations governing the variables of R & D of digital marketing and innovation in commercial automotive industry. The research is typically applied, and has been done using the descriptive-survey method. The research community consisted of 50 experts; all with acceptable academic backgrounds and years of experience as executive managers and marketeers in the R & D of automotive industry. To analyze the data, the views of some elected experts on automotive industry, along with Delphi fuzzy and Dematel method were applied. Our findings showed that the variable “Intensity of R & D of digital marketing and innovation” has the most effect on the other variables. The variable “Empowerment of supply network” with the score of 3,25 has the largest amount of interaction with the other variables. Also, the variable “ Empowerment of R & D in digital marketing and innovation” with the score of 1,08 has the smallest amount of interaction with the other variables.

Stakeholders of the tourism industry are facing crises with many stress factors. Resilience is one of the most essential human abilities in critical situations. To improve the resilience of the stakeholders of the tourism industry, paying attention to spiritual health is very important. Spiritual health is a fundamental factor in the resilience of tourism industry stakeholders. This study aims to present a model of identifying and prioritizing the effective factors in spiritual health on the resilience of tourism stakeholders. For this purpose, information was collected through an in-depth study of the subject literature, and an in-depth interview with 15 experts in the field of tourism who are familiar with tourism, spirituality, and culture, and coding was done with the exploratory approach of thematic analysis and using ATLAS-ti software. And finally, 28 indicators and six components were extracted. Then, in the next stage, the research components were implemented by 15 research experts using the questionnaire and interpretive-structural modeling (ISM) method, and using MATLAB software, the position, importance, and effectiveness of the extracted research components were presented at six levels. The results of this research state that the element of spiritual structure in tourism has the most impact and is the cornerstone of spiritual health in the resilience of the Stakeholders of the tourism industry, and the component of spiritual perception of the tourism stakeholders has the most effectiveness.

Purpose: With the increase of problems and the complexity of organizations, the need to provide better solutions and use more powerful tools of strategic planning is evident because managers with strategic thinking and a better understanding of the strategic plan will perform more effectively. It can be said that strategic thinking is considered as a supplement to strategic planning, a suitable approach to "leadership" of the organization and can help in systematically dealing with problems, understanding opportunities, optimal allocation of scarce resources and achieving the desired results. In view of this importance, the current research aims to design a strategic thinking competence assessment model with the approach of developing organizational flexibility in National Gas Company of Iran.Method: This research is applied in terms of purpose and was done with qualitative approach based on grounded theory method. Sampling of the research was done using snowball method (chain reference). For this purpose, qualitative data was collected, which led to the identification of many aspects of the phenomenon and the possibility of developing a conceptual research model. The data collection method is library studies, perusal of high-level documents, and in-depth and open interviews. The statistical population of this research consisted of specialists and experts in the field of management and strategic thinking, of whom 12 people were investigated. In the process of conducting this research, the interviews continued until theoretical saturation was observed.Findings: The findings showed that six main categories are effective on the evaluation of strategic thinking with an organizational flexibility approach, which are: foresight, strategic determination, systemic attitude, innovation and creativity. The results show that the validity of the model is confirmed and the six obvious variables (six dimensions) explain the latent variables of strategic thinking competency assessment. According to the direction of all the relations between the manifest variables and the latent ones, , all the relations are aligned and direct.Conclusion: According to the amount of standardized factor loadings, the dimension "Foresight (AN)", with a factor loading of 0.88, is the most reliable indicator belonging to evaluation measurement.