درخت حوزه‌های تخصصی

- This study aimed at investigating the translation of address terms from Arabic text of the Quran (ST) into English as well as Persian translations (TTs) based on politeness principle. The purpose was to evaluate the two translations in terms of implementing proper polite address terms. The data were gathered from the Original Arabic version of the Quran as the ST and two different versions of its English translations (Gharib and Yusuf Ali) as well as two versions of Persian translations (Fooladvand and Makarem Shirazi) as the TTs.  In order to analyze the data, Brown and Levinson’s (1987) theory of politeness was used. The most frequent translation strategies were also identified according to Vinay and Darbelnet (2012) as well as Harvey and Higgins (1986) for rendering proper nouns. Moreover, the classification of address terms by Aliakbari&Tohi (2008) and address functions by Biber et al (1999) was also applied. To achieve the objectives, the following steps were taken: address terms were extracted from Arabic, English and Persian texts of the Quran. Then, they were classified to different types, after that politeness principles used in the Arabic text of the Quran and their rendering were compared and contrasted, and finally translation strategies applied to render Arabic address terms into English and Persian were identified. The results of the study revealed that all versions of English and Persian translations depicted the psychological distance between Allah and people as the Arabic version of the Quran. Also, the findings showed that in the translation of address terms from SL into TTs translators did their best to maintain the words of Allah by rendering the words literally.

Website is the first interaction tool between user and organization in every online business. The basic goal of every website is to provide information through its content. Nowadays, website content is considered to be a strategic issue for online businesses which will contribute to user attraction and retention. In this paper a soft decision making approach is taken towards the website content selection problem. To tackle this problem, a multi criteria decision making algorithm is proposed based on PROMETHEE outranking methodology. To overcome the shortening of this methodology facing the inherent uncertainty in decision problems, a new method is developed, where the characteristics of the alternatives are represented by intuitionistic fuzzy sets. Finally, a numerical example for content selection of Iranian universities’ website is given to illustrate application of the intuitionistic fuzzy PROMETHEE method. The outcome shows the effectiveness of intuitionistic fuzzy PROMETHEE in accommodating the imprecise information in comparison with fuzzy PROMETHEE and original PROMETHEE.

Purpose: The purpose of the research was to understand the cross media electronic marketing process. In fact, with the emergence of virtual organizations, social network media marketing has become a basic need for the possibility of movement and continued developmentMethod: this research conducted using Grounded theory analysis. Snowball or targeted sampling is utilized to gather the required data. The qualitative part of this study was conducted based on the viewpoints of 24 university professors, marketing activists, experts, elites, managers, and employees of insurance companies. Collected interviews were analyzed in MAXQDA software. To achieve this goal, the collected interviews are evaluated using different coding methods as the main process. The interviews were entered into the MAXQDA software. Coding in data theory methodology is a process of conceptual abstraction by assigning general concepts (codes) to individual occurrences in the data.Findings: Based on the analysis, 104 primary codes, 18 core categories have been identified in 6 categories of the foundation's data. With the emergence of electronic commerce, organizations are changing their business. The proposed model shows that the digital era has changed the expectations of customers from communication with brands. Before social networks, mass media communication channels such as television and radio to brand managers. It allowed them to communicate with consumersConclusion: In the present research, based on the participants' viewpoints, the categories of management factors challenge, financial potential, communication potential, customer characteristics and welfare and comfort, finally, marketing techniques have been identified and it has been related to another broader category called causal conditions. Information technology and targeted marketing were identified as background conditions. Environmental factors and psychological factors of the clients were identified as intervening conditions. Research strategies include business improvement, knowledge and education, and finally innovation and creativity. Outcomes include customer loyalty, sustainability in customer relationships with the product and social media, beneficial word-of-mouth and viral advertising, customer satisfaction, and purchase intent.