درخت حوزه‌های تخصصی

Purpose: Today, the online purchase intention can create a competitive advantage for the organization and social media marketing activities can be effective in this field. Therefore, the purpose of this study was to determine the effect of social media marketing activities on the online purchase intention of sportswear customers according to the mediating role of the company's brand. Methodology: This research based on the purpose was a practical and based on the nature was a cross-sectional from type of descriptive. The population of this study was the sportswear customers of different brands in Mazandaran province who used social media to buy products. The sample size based on the Krejcie and Morgan table was determined 384 people who these people were selected by available sampling method. The tool of the current research was a 32-item researcher-made questionnaire with three dimensions of social media marketing activities (9 items), online purchase intention (2 items) and company's brand (21 items and 4 components of brand loyalty, brand experience, brand attitude and customer-brand relationship). The content validity of the researcher-made questionnaire was estimated at 0.75 by 8 professors and their reliability was estimated ranged from 0.65 to 0.83. Data were analyzed by structural equation modeling In SPSS-V25 and Smart.PLS-V24 software. Findings: The results of this study showed that there was a positive and significant correlation between the most variables of social media marketing activities, brand loyalty, brand experience, brand attitude, customer-brand relationship and online purchase intention (P<0.05). Also, the model of social media marketing activities on the online purchase intention of sportswear customers according to the mediating role of the company's brand had a good fit, and in the mentioned model, the variable of social media marketing activities on the brand loyalty, brand experience, brand attitude and customer-brand relationship and the variables of brand loyalty, brand experience, brand attitude and customer-brand relationship on the online purchase intention had a direct and significant effect and the variable of social media marketing activities with the mediating of brand loyalty, brand experience, brand attitude and customer-brand relationship on the online purchase intention had an indirect and significant effect (P<0.05). Conclusion: Social media marketing activities directly and indirectly through company's brand impact on the online purchase intention. Therefore, to improve customers' online purchase intentions can be improved the social media marketing activities and company's brand.

Purpose: Today, having knowledge-based organizations and businesses is considered an important and main capital for a country and can create a competitive advantage. As a result, the aim of this study was to drawing a scientific map of the knowledge-based businesses development with a bibliometric approach. Methodology: The current research in terms of purpose was applied and in terms of implementation method was descriptive. The population of this study was the conducted research in the field of knowledge-based business development in the Scopus database from 1985 to 2023 year. The data of this study were analyzed by the bibliometric method according to the systematic approach with the two objectives of functional analysis and citation network analysis and with PRISMA protocol in VOSViewer software. Findings: The functional analysis findings showed that in the field of knowledge-based businesses development, Gambardella and McGahan had the most citations (372 times) with an article entitled Business-model innovation: General purpose technologies and their implications for industry structure. Also, authors including Crenicean, Ichijo, Kohlbacher, Markopoulos, Popescu, Sequeira, Vanharanta and Will and countries including United Kingdom, China, United States, Germany, Italy, Romania and South Korea respectively had the most research in the field of knowledge-based businesses development. In addition, the findings of the citation network analysis showed that for collaboration between authors there were 21 links, 7 keywords and 1 cluster and for collaboration between countries there were 34 links, 22 keywords and 5 clusters. Also, for co-referencing words there were 1475 links, 138 keywords and 6 clusters, which were more related to the words of business development, knowledge-based systems, innovation and knowledge management. Conclusion: The results of the present research about the knowledge-based businesses development with a bibliometric approach can have an effective role in designing and implementing programs to improve knowledge-based businesses.

Purpose: Considering the importance of media literacy and competency development in this field, the present research was conducted with the aim of assessing the suitability and prioritization of the components of the media literacy competency development model of English language teachers. Methodology: This study in terms of purpose was applied and in terms of implementation method was mixed (qualitative and quantitative). The research population in the qualitative part was the experts of Farhangian University and principals of the first and second period schools of Tabriz city, which based on the principle of theoretical saturation number of 15 people were selected as a sample. The research population in the quantitative part was English language teachers of the first and second period schools of Tabriz city, which based on Cochran's formula number of 384 people were selected as a sample. The research tool in the qualitative part was a semi-structured interview, which its data was coded in MAXQDA software, and in the quantitative part was a researcher-made questionnaire, which its data was analyzed by structural equation modeling and weighted matrix in SPSS and SmartPLS software. Findings: The findings showed that the media literacy competency development of English language teachers has 50 sub components in 12 main components, including the media access, production and communication, technology development at the global level, media literacy promotion infrastructure, provision of educational equipment, management of students' entry into the virtual world, lack of possibilities of educational assistance, lack of acceptance of virtual media among teachers, critical thinking training, creating a learning environment and learners' participation in the educational structure, media literacy competency development, establishing educational justice and developing and updating teachers' skills. Also, all the main components had an average variance extracted higher than 0.50 and Cronbach's and combined reliability higher than 0.70, and the media literacy competency development model of English language teachers had a good fit and their effects on each other were significant (P<0.05). In addition, respectively the components of technology development at the global level, establishing educational justice, media literacy competency development, developing and updating teachers' skills, media access, production and communication, lack of acceptance of virtual media among teachers, management of students' entry into the virtual world, creating a learning environment and learners' participation in the educational structure, critical thinking training, media literacy promotion infrastructure, provision of educational equipment and lack of possibilities of educational assistance were of higher importance. Conclusion: According to the identified components for the media literacy competency development and their prioritization can be taken an effective step to media literacy competency development of English language teachers.

Purpose: One of the social problems of football spectators is their delinquent behavior and the reasons for this behavior. As a result, the aim of this study was identifying and ranking the effective factors in the delinquency of football spectators in Iran and its prevention strategies. Methodology: This study in terms of purpose was applied and in terms of implementation method was quantitative. The research population was football spectators in Iran, which the sample size were determined 400 people and this number were selected with using available sampling method. The research tool was a researcher-made questionnaire of delinquency of football spectators, which its face validity and reliability were confirmed and the data obtained from its implementation were analyzed with exploratory factor analysis test and Friedman's test in SPSS version 23. Findings: The results of the exploratory factor analysis test showed that the effective factors in the delinquency of football spectators in Iran were included the socio-economic factors, mental-psychological factors, managerial factors, events inside the football field and media, which whose content validity was higher than 0.60 and whose Cronbach's and combined reliability was higher than 0.80. Also, the results of Friedman's test showed that the most effective factors in the delinquency of football spectators in Iran were included the events inside the football field, managerial factors, socio-economic factors, mental-psychological factors and media, respectively. Conclusion: According to the results of this research, in order to reduce the delinquency of football spectators in Iran, respectively can manage the events inside the football field, improve the managerial factors, promote the socio-economic factors and mental-psychological factors, and optimize the media behaviors.

Purpose: Today, lifestyle plays an important role in improving people's living conditions. As a result, this study was conducted with the aim of identifying the components of informal education of improve the lifestyle of employees. Methodology: The current research in terms of purpose was applied and in terms of data was qualitative. The population of the current research was written sources related to the research field and organizational and universal experts in this field, and the sample of this study was 19 case of written sources and 20 people of experts who were selected by purposive and snowball sampling methods. Data were collected by taking notes from written sources and semi-structured interviews with experts and were analyzed by coding method according to the grounded theory in MAXQDA version 2020 software. Findings: The findings showed that informal education of improve the lifestyle of employees had 136 concepts in 12 components; So that in the central phenomenon section including two components of nature and method, in the causal conditions section including two components of organizational culture and individual factors, in the contextual conditions section including two components of educational facilities and managers' support, in the intervening conditions section including two components of legal obstacles and infrastructural obstacles, in the strategies section including two components of internal organization and organizational knowledge and in the consequences section including two components of competency improvement and empowerment. Conclusion: Considering the components of informal education of improve the lifestyle can be taken effective steps to improve the lifestyle of employees.

Purpose: The purpose of this research is to provide a management model for preventing cyber addiction in the youth of Zanjan province. Methodology: The present research is applied in terms of purpose and descriptive-survey in terms of research implementation method; And it is specifically based on structural equation modeling. The statistical population of the research includes teachers, educational and research assistants and managers of education and schools in Zanjan province, and according to Cochran's formula, 370 people were selected as a sample. Sampling was done by simple random method. The collection tool in this research is a researcher-made questionnaire derived from the qualitative method. To analyze the data from the confirmatory factor analysis tests to examine the research question using SPSS version 23 software; Structural method was used to compile the model and AMOS software was used to design the final research model. Findings: The findings of the research showed that the components of family factors, individual factors, attractions of virtual space, lack of media literacy, social conditions, cultural environment, social policies, unemployment and poverty, social participation, family education, life skills education, cultural and sports facilities, virtual space management, increasing efficiency, promoting mental health have a good fit in the measurement models. Conclusion: In order to prevent the disintegration of families, parents must be somewhat familiar with and aware of today's technologies.

Purpose: Rumor management in the context of social networks for government organizations is very important in order to maintain the organization's reputation and improve its performance. Therefore, the current research was conducted with the aim of designing a qualitative pattern of rumor management in the context of social networks in the Iranian government organizations. Methodology: The current research in terms of purpose was applied and in terms of its implementation method was qualitative. The research population was experts in the field of public administration and organizational behavior in the field of research. The sample of the present study according to the principle of theoretical saturation was estimated to be 15 people which this number was selected by the purposeful sampling method and they were subjected to semi-structured interviews, and its validity was confirmed by the triangulation method and its reliability was estimated by the Cohen's kappa coefficient method 0.719. Data were analyzed by coding method in MAXQDA-2020 software. Findings: The findings of this research indicated that 95 open codes, 5 core codes and 2 selective codes were identified for rumor management in the context of social networks in the Iranian government organizations. In this study, the selected codes were included the malicious rumors with three core codes of bad feelings, rumor transmission and thinking power, and innocent rumors with two core codes of trust building and reference support. Finally, the output of the software was drawn for the qualitative pattern of rumor management in the context of social networks in the Iranian government organizations. Conclusion: Based on the findings of the present research, the managers of Iranian government organizations can prevent their destructive effect on the advancement of the organization's goals by managing malicious rumors and innocent rumors.

Purpose: Education is one of the important factors of economic and social development and the education industry is one of the largest and most tangible industries in the world. Therefore, the aim of this study was to providing a customer value maturity model based on the dynamic capabilities of educational institutions. Methodology: This study in terms of purpose was applied and in terms of implementation method was qualitative. In this study number of 15 people after checking the inclusion criteria such as work experience of at least 10 years and at least bachelor's education with using the purposive sampling method were selected from among the experts of non-governmental educational institutions of the senior school in Tehran city. The tool of the current research was a semi-structured interview with selected experts, which its validity was confirmed by the triangulation method and its reliability was calculated by the method of the coefficient of agreement between two coding 0.88. Data were analyzed by content analysis method. Findings: The results of the present study indicated that for the customer value maturity model based on the dynamic capabilities of educational institutions were identified number of 268 open codes in 5 core codes or levels, respectively including the analysis the value proposition of customer, definition and design the value proposition of customer, management and expansion the value proposition of customer, implementation and execution the value proposition of customer and evaluation and optimization the value proposition of customer. Therefore, the educational programs in the customer value maturity model based on the dynamic capabilities of educational institutions were drawn at five levels based on the level of maturity and value. Conclusion: According to the identified codes and levels for the customer value maturity model based on the dynamic capabilities of educational institutions can be taken an effective step in the direction of customer value maturity.