درخت حوزه‌های تخصصی

In response to the expansion of green banking and the emergence of the metaverse, this study investigates digital marketing opportunities enabled by non‑fungible tokens (NFTs) and green digital assets. This research addresses a critical gap in the literature concerning the integration of green banking with metaverse environments, blockchain technology, and NFTs. The study aims to develop a conceptual framework for leveraging green NFTs in banking, enhancing customer engagement, fostering trust through blockchain-based transparency, promoting sustainability, and identifying security and regulatory challenges. The central research question is: How can banks utilize green NFTs within the metaverse to design sustainable digital marketing strategies? Adopting an exploratory qualitative approach, the study employs thematic analysis within an interpretive research paradigm. The research population comprises experts in business management, digital marketing, and blockchain— including faculty members from universities such as Mazandaran and Shahid Beheshti—as well as experienced metaverse users active on platforms such as Decentraland. Data were collected through snowball sampling and 23 semi‑structured interviews, conducted until theoretical saturation was achieved. The analysis resulted in 244 initial codes, 30 organizing themes, and six overarching themes: (1) the impact of green NFTs on customer engagement and loyalty, (2) the role of blockchain in trust-building, (3) the influence of NFT design features on environmental perceptions, (4) the promotion of sustainable behaviors through digital campaigns, (5) implementation challenges, and (6) the role of influencers in advancing green initiatives. The findings indicate that green NFTs enhance emotional engagement and customer loyalty, blockchain technology strengthens trust and transparency, and environmentally conscious NFT design positively shapes sustainability perceptions. Practical implications include integrating NFTs into banking loyalty programs, leveraging blockchain for transparent green claims, developing sustainability-oriented interface designs, launching gamified green marketing campaigns, and adopting AI-based security and risk management systems. These insights offer valuable guidance for banking executives and digital marketers, while also highlighting the need for future research to examine the long-term effectiveness and behavioral impacts of green NFT–based marketing strategies.

This article examines blockchain research in accounting, auditing, and corporate governance (AAG), a field that has experienced rapid growth but remains fragmented. Using Latent Dirichlet Allocation (LDA) topic modeling, the study analyzes 486 Scopus-indexed abstracts published between 2017 and 2025 to uncover key themes and research trends. The analysis identifies eleven thematic clusters: Blockchain Research Landscape & Governance, Financial Reporting & Digital Security, Blockchain Applications in Diverse Domains, Auditing Practices & Taxation, Bitcoin & Emerging Digital Financial Tools, Corporate Governance & Compliance, Smart Contracts & Crypto Audits, Digital Transformation in Finance, ESG & Corporate Strategy, Supply Chain Transparency, and Adoption of Audit Technologies by Firms. A strategic thematic map further classifies these into motor, basic, niche, and emerging themes, providing the first data-driven overview of blockchain research in AAG. The results highlight well-developed areas such as supply chain transparency, alongside blind spots in standard-setting, assurance of smart contracts, and ESG integration. The study advances understanding by offering a structured framework that supports future research, regulatory development, and professional practice.

Purpose : This research aims to develop a digital marketing model for the business-to-business (B2B) commerce sector. Method : This applied research, which used a mixed-methods approach, started with a qualitative phase to create initial model. This was followed by thematic Subsequently, an interpretive structural modeling at the thematic interpretive structural modeling. A quantitative validation of the model was then conducted. The qualitative sample included 15 experts, selected based on theoretical saturation. In the quantitative phase, a random sample of 384 managers from industrial companies was drawn from an effectively infinite population. Thematic analysis was used for qualitative phase, while partial least squares technique was employed in the quantitative analysis. Findings : The qualitative phase identified key themes: infrastructure, training and learning, organizational culture, regulations, relation channels, social network, customer orientation, cost and income, investment and competitive advantages. Based on these, thirteen hypotheses were developed and tested. The results indicated that infrastructure has a significant impact on regulations, organizational culture, and training and learning; regulations have a significant impact on social networks; organizational culture has a significant impact on social networks and communication channels; training and learning have a significant impact on communication channels; social networks have a significant impact on customer orientation; communication channels have a significant impact on customer orientation; customer orientation has a significant impact on capital attraction, cost performance, and revenue; capital attraction has a significant impact on competitive advantage; cost performance has a significant impact on competitive advantage. Conclusion : The study concluded that B2B digital marketing is a complex topic and B2B businesses should carefully consider the subtleties of this form of marketing.