درخت حوزه‌های تخصصی

This article presents a comprehensive analysis of the role and impact of micro-celebrities in the realm of advertising and promotion within the Iranian corporate sector. Grounded in the perspectives of 42 corporate managers specializing in these fields, the study employs grounded theory methodology to explore the multifaceted strategies and challenges associated with leveraging micro-celebrity endorsements in Iran. Through in-depth interviews, the research reveals six key themes: strategic integration of micro-celebrities, cultural compatibility and sensitivity, impact measurement challenges, digital savvy and innovation, ethical considerations and reputation management, and navigating regulatory environments. Our findings emphasize the importance of strategic alignment between micro-celebrities and brand identities, underscoring the need for authenticity and cultural resonance in marketing campaigns. The study also highlights the complexities in measuring the impact of micro-celebrity endorsements and the increasing significance of digital innovation in this domain. Furthermore, it explores the ethical dimensions and reputation management strategies critical in micro-celebrity collaborations, as well as the challenges posed by the unique regulatory landscape in Iran.

Purpose: The aim of this research was designing a model for increasing organizational justice with the approach of cultural ethical values in education staff. Methodology: This study was applied in terms of purpose and combined (qualitative and quantitative) in terms of implementation method. The research population in the qualitative section was the management experts of the Islamic Azad University of Neishabour and the managers and deputies of the weekly districts of Mashhad and in the quantitative section were the education staff of the weekly districts of Mashhad in the 2019-20 academic years. The research sample in the qualitative section was 30 people who were selected according to the principle of theoretical saturation by available sampling method and in the quantitative section were 257 people who were selected by stratified random sampling method. Data were collected by methods of phishing, interviews and researcher-made questionnaire whose face validity and structure were confirmed and its reliability was obtained by Cronbach’s alpha method for all dimensions above 0.80. Data of in the qualitative section were analyzed by Delphi method and in the quantitative section were analyzed by descriptive statistical indicators and structural equations in SPSS-26 and AMOS-23 software. Findings: The findings of the qualitative section showed that organizational justice has four components of distributive (4 subscales), procedural (3 subscales), interactive (2 subscales) and linguistic (2 subscales) and cultural ethical values has four components of cultural values (3 subscales), ethical leadership (4 subscales), professional ethics (3 subscales) and ethical Climate (2 subscales). The findings of the quantitative section showed that the components of both factors were confirmed, subscales and components had a significant effect on the model of increasing organizational justice with the approach of cultural ethical values and the model had appropriate fitness indicators. Conclusion: Based on the results, the final model of increasing organizational justice with the approach of cultural ethical values in education staff that this model can have practical implications for education professionals and use it to improve the education organization