درخت حوزه‌های تخصصی

The current research was conducted with the aim of providing a sustainable marketing model in the insurance industry with a focus on artificial intelligence. According to the type of data, the research method is mixed (qualitative-quantitative) of exploratory nature. In the statistical population, 12 people were selected from among the experts until the theoretical saturation was reached. The experts included professors of the faculty of business management and senior managers of Alborz insurance company, who were selected by non-probability, targeted and chain sampling. Quantitative part of 400 managers were insurance industry experts, using Cochran's formula, 196 people were selected by stratified random method. To collect data, semi-structured interviews and researcher-made questionnaires were used. The analysis method has been carried out in several consecutive steps. In the first stage, to identify the components of the model, the qualitative method and semi-structured interviews using the grounded theory have been used. In the next section, using interpretative structural modeling, the identified indicators were leveled. Finally, in order to fit the designed model in the qualitative part, a quantitative method with structural equation modeling approach was used with PLS4 software. The findings showed that 6 components were identified and there is a significant relationship between all components and sustainable marketing and the designed model has an acceptable fit. It can be concluded that AI can be incorporated as an essential component of a sustainable marketing strategy, enabling marketing professionals and businesses to make positive changes while increasing their brand reputation and profitability.

In the context of language socialization, second/foreign language (L2) instruction is a crucial context for secondary socialization, especially when it takes place outside the learners’ culture of origin. This study explored how Iranian EFL learners socialize through the rules of EFL classes and how gender, parents, and native language affect their language socialization during the COVID-19 pandemic. We focused on two fundamental principles of language socialization (Lee & Bucholtz, 2015): agency and identity. In this ethnographic study, we collected the data by observing two classes in a WhatsApp group, interviewing the learners four times through Skype, asking them to write down their reflections about their class procedure, and writing our reflections about teachers-students interactions. We used Direct Qualitative Content Analysis method to analyze the data. To simplify data classification and interpretation, we utilized the MAXQDA-2020 software. The findings revealed two sub-categories for learners’ agency (talent and experience) and three sub-categories for learners’ identity (gender, parents, and native language). The results also showed that language socialization is bidirectional, and learners face forms of negotiating, accepting, or rejecting their agency and identity across this socialization process. The learners’ L1 and culture influence their opinion about the English language and culture. Whether this effect is negative or positive depends on proficiency level, gender, and social context. Finally, cyberspace provided a suitable context for language socialization, especially during the Covid-19 pandemic. Findings showed several pedagogical implications for EFL teachers and learners.تجزیه و تحلیل داده ها دو زیرمقوله برای عاملیت زبان آموزان (استعداد و تجربه) و سه زیرمقوله برای هویت زبان آموزان (جنسیت، والدین و زبان بومی) را مشخص می سازد. نتایج این پژوهش همچنین نشان می دهد که جامعه پذیری زبان دوسویه است و زبان آموزان در طی فرآیند جامعه پذیری با اشکال مذاکره، پذیرش یا عدم پذیرش عاملیت و هویت خود مواجه می شوند. فرهنگ و زبان اول زبان آموز بر نظر او راجع به زبان و فرهنگ انگلیسی تأثیر می گذارد. چه این تأثیر منفی باشد چه مثبت بستگی به سطح بسندگی، جنسیت و بافت اجتماعی دارد. یافته ها به چندین پیامد آموزشی برای معلمان و فراگیران زبان انگلیسی دلالت دارند.