درخت حوزه‌های تخصصی

Purpose: The purpose of this study was to investigate and predicting positive user responses to social media advertising: The roles of subjective norms and empathy. Methodology: This study in terms of goal is an applied and in terms of nature is an experimental research. Statistical population for this study was users of the Instagram, and simple random sampling was used and 150 questionnaires were collected successfully. For statistical analysis of the data, Structural Equations Modeling and PLS2 software was used. Findings: This research conceptualizes social networks advertisements effectiveness as a concept encompassing emotional appeal, in formativeness and creativity that all have a potential to contribute to a positive online behavior. The experts were asked to validate the validity. It proposes and tests a conceptual model of the formation of online user’s behavioral responses about social networks advertising. Conclusion: The results of our empirical tests of the model reveal that emotional appeal, in formativeness and advertising creativity were key drivers of favorable behavioral responses to a social networks ad and that intention to engage in favorable user responses was positively associated with purchase intention.

Purpose: The aim of this study was to investigate the position of ethnicity in formal and hidden curricula of the new secondary education system. Methodology: The present research method was qualitative analysis of content analysis which consisted of two parts. The first part of the research included documentary analysis and content analysis. The statistical population included 51 books in the field of humanities in the second secondary school. The research sampling method was purposeful sampling and the research sample included 6 volumes of history and sociology books of the second secondary school. The content analysis unit consisted of text, images, and textbook activities. To evaluate the content validity was used experts' opinion about the degree of coordination of the content of the measurement tool and the purpose of the research. On the other hand, in order to ensure its reliability, Scott method was used. Based on the obtained reliability coefficient (79) it was quite stable. In the second part of the research, the research method was qualitative and ethnographic, and various tools such as student journals, photographs, semi-structured and informal interviews and observation were used to collect research data. To analyze the data in this section, qualitative content analysis was used by Smith method. Finally, to ensure the accuracy of the findings in this section, Triangulation method and re-referral of data to participants were used. Findings: The findings of the research in the first part showed that only 4% of the three sections of the content from the reviewed books paid attention to the 22 desirable components of ethnicity. Also in data analysis based on Smith method in the second part of the research, various themes including ethnicity neglect, teachers 'ignorance, different teachers' expectations, ethnicity as a cause of discrimination and the consequences of ethnic discrimination appeared. Each of them contained several sub-themes. Conclusion: Based on the findings, it can be acknowledged that the place of ethnicity in the formal and hidden curricula of the new secondary school system has been largely neglected. Therefore, due to the multiplicity of Iranian society, it is suggested that the curriculums of the secondary schools be completely revised to cover the necessary components for multicultural education and ethnic diversity in Iran.

Purpose: The aim of this study was to investigate teachers' experiences of social status. Methodology: The present study was conducted using descriptive phenomenological method. The statistical population of the study included all the official teachers of education in the country in the academic year of 2018-19. The research sampling method was purposive and the data collection method was semi-structured interview. Accordingly, 14 teachers with at least 10 years of experience were interviewed. The selected teachers were from all over Iran and were not limited to a specific province. To analyze the data, the descriptive phenomenological method of Kliz, which has seven stages, was used. Findings: The findings of the study indicated that teachers' lived experiences of social status fall into three general dimensions: definition of social status, deterrence of social status and promotion of social status. The definition of social status from the teachers' point of view includes three central dimensions: social status as psychological need, social status as social status, and social status as class status. Deterrence of social status includes the following categories: teacher's imagery, inappropriate social imagery of the teacher, systematic discrimination, lack of professional identity, job gaps, lack of accountability and institutional support, sense of institutional inefficiency, media inefficiency, Weak trade union organization, professional inefficiency, and unequal power relations. Also promoting social status such as macro policy reform, institutional cohesion and cooperation, job identity development, professional empowerment, strengthening social authority, strengthening social authority, reforming managerial and organizational practices, strengthening teacher-centered participation, improving welfare facilities and Includes strengthening trade union organization. Conclusion: The social status of teachers is a cultural and social matter that finds meaning based on the context of teachers' activities.

Purpose: The aim of this study was to design a knowledge management establishment model with an organizational learning approach in the Social Security Organization of North Khorasan Province. Methodology: The research method was hybrid. The statistical population in the qualitative section included experts and specialists in management sciences and senior managers of the Social Security Organization, 20 of whom were selected using the principle of theoretical saturation as a non-probabilistic sampling method (purposeful and judgmental). In the quantitative part of the statistical population, including 1475 managers and employees of the Social Security Organization in the insurance and medical departments in 2016, who had at least a university degree with five years of service in the Social Security Organization, a sample of 314 people The two-stage stratified sampling method was selected with proportional allocation. The main research tool was the Knowledge Management Questionnaire, the validity of which was formally guaranteed using content and scientific components and components. The reliability of the questionnaire with Cranach’s alpha coefficient was 0.89 for knowledge management and 0.85 for organizational learning. Findings: After analyzing the information and testing the proposed model and the results obtained from structural equations, the final model of knowledge management deployment with 6 dimensions including (culture and value, organizational structure, organizational strategy, technology, process and human resources) and organizational learning It was finalized in 4 dimensions including (knowledge acquisition, knowledge dissemination, information interpretation and organizational memory). Also Findings showed that the human resources dimension has the greatest impact on the establishment of knowledge management and the two dimensions learning. Conclusion: The results also showed that organizational learning is effective at 0.74 on the establishment of knowledge management. Based on this, it can be concluded that in order to establish knowledge management in the Social Security Organization of Khorasan Razavi Province, in addition to paying attention to the six dimensions of establishing knowledge management, attention to organizational learning and its four dimensions, especially the two dimensions of knowledge acquisition and knowledge dissemination is necessary.