درخت حوزه‌های تخصصی

The purpose of this study is to present a gray marketing model using the role of influencers in social media. This research has been collected in terms of practical purpose and in terms of data collection method, quantitative-qualitative, it means using a questionnaire and interview. The face validity of the questionnaire was confirmed by experienced professors. The reliability of the questionnaire was also assessed using Cronbach's alpha method. The statistical population of the study consists of two sections: food consumers and faculty members, experts who had the most information in the field of gray marketing and the role of  virtual influencers. 384 were selected from the first population after determining the sample size using Cochran's formula. From the second community, 14 people were selected and their opinions were qualitatively analyzed. In quantitative data analysis, the structural equation approach was used and in qualitative data analysis, Grounded theory approach method and in-depth interview were used. Findings of this study were extracted in the qualitative part of the variables of causal factors, contextual factors, intervening factors, and outcomes and the findings of the quantitative section showed that the coefficient of variable path of parallel factors and parallel imports is 0.906 and also t-statistic is 11.328 and the coefficient of variable path of parallel factors and parallel imports is 0.992 and t-statistic is 13.476. The coefficient of variable path of interfering factors and parallel import is 0.591 and t-statistic is 8.017. Also, the coefficient of the variable of consequences and parallel imports is 0.755 and also the t-statistic is 9.705. Finally, the variable path coefficient of strategies and parallel imports is 0.673 and the t-statistic is 8.627.

The present study aimed to identify the indicators and components of knowledge capital and human resource strategies in the Iranian higher education system. Participants in the present study were managers and deputies of human resources in the higher education system and university professors. Sampling was performed in a purposeful and theoretical manner. Theoretical saturation of the samples was obtained after interviewing 10 people. The number of samples was not determined before performing the study and the sampling process continued until some kind of information saturation was obtained, i.e. no new information was extracted from the data during the interview. The instrument of the present study was semi-structured interviews whose validity and reliability were confirmed by confirmatory factor analysis and Cronbach's alpha test. Three coding steps were used to analyze the data. Using open coding, model categories were identified. Then, in the axial coding stage, the link between these categories was determined in the form of a coding paradigm. In the selective coding process, the conceptual model was determined in the form of three dimensions and including 14 components as follows: knowledge process capability (knowledge application, knowledge transfer, knowledge integration, knowledge production), human resource strategies (recruitment, human resource development, employee performance, service compensation, working relations), and knowledge capital (human capital, structural capital, innovative capital, social capital, and process capital) were identified. According to the findings of this study, suggestions are presented so that the officials, decision-makers, and educational planners in the higher education system be familiar with the dimensions, components, and mechanisms of knowledge acquisition and human resource strategies in the higher education system and take necessary executive measures while planning and making the necessary policies.

The purpose of the current study is to validate the pattern of brand marketing efforts on social media with customers in the dermo-cosmetic industry.In terms of method and time frame of data collection this study is considered cross-sectional research. The statistical population involved the dermoc-osmetics industry clients of Serita brand. The sample size was 384 people and the employed sampling method was simple randomization method. To validate the pattern of brand marketing efforts on social media, the researcher made use of the partial least squares method alongside with Smart PLS software. The data collection tool was a questionnaire that was validated by structural validity, convergent validity and divergent validity. The reliability of the questionnaire was judged by employing Cronbach's alpha and combined reliability. The outcome indicated that the creating informative content and social content are considered to be the fundamental factors of the model that affects client trust. Client confidence brings about. Client engagement and encourages attractive page design. Accordingly, interacting with clients and designing attractive pages touches word-of-mouth advertising and eventually leads to the efficacy of social marketing efforts.