درخت حوزه‌های تخصصی

Given the importance of the issue of fairness perception in the case of a currency crisis, in this study, we aim to analyze the effect of the type of fairness and the impact of the price increase on the customer's perception of price fairness during the currency crisis in domestic and foreign brands., the conclusion, and analysis in the fourth section of the study, and finally, in the fifth section, the limitations and suggestions for future research have been described. Furthermore, this study doesn’t touch on the effect of losing the purchasing power of people -customers- as well as inflation. Also, luxury goods are not included as their prices are unrelated to the currency crisis. The present study aims to examine and analyze the factors affecting the customer's perception of fairness in the case of a currency crisis. For this purpose, five different scenarios encompassing five different types of domestic and foreign products were used. Each questionnaire was randomly distributed among 50 people. Nonparametric t-test and ANOVA were used for data analysis. The pairwise comparison indicates that in all scenarios, the perception of fairness in the foreign market basket is significantly higher than the perception of fairness in the domestic market basket. Also, in all scenarios, there is a significant difference between the perception of fairness in the Iranian market basket and the foreign market basket. This study can be beneficial to formulating and implementing firm pricing strategies.

This research was conducted with the aim of investigating the effect of perceived luxury on willingness to pay extra with the mediating role of perceived quality and self-congruity among customers of luxury restaurants in Ahvaz. The upcoming research is applied in terms of purpose and descriptive-causal in terms of nature. The investigated variables are in the form of a conceptual model that includes the independent variable of perceived luxury, mediating variables of perceived quality and self-congruity, and the dependent variable of willingness to pay extra. The statistical population studied in this research was all the customers of luxury restaurants in Ahvaz city, and 384 of these people were surveyed through Cochran's formula and in a non-random way. The data required for the research were collected and analyzed through the standard questionnaire of Lee et al. (2022). The results showed that the perceived luxury has an effect on the willingness to pay extra directly and indirectly through the mediating variables of perceived quality and self-congruity among customers of luxury restaurants in Ahvaz.

The aim of this study was to identify the challenges of the business model of small and medium enterprises in the path of digital transformation during the Covid 19 epidemic. The research is applied in terms of purpose and descriptive-survey in terms of method. For this purpose, first, using the literature review, the challenges of the business model in the path of digital evolution during the Covet 19 epidemic have been identified, then in order to sift and consensus of the components extracted from the literature, the Delphi method was used in two rounds. The Delphi panel consisted of 30 experts in the field of research who were selected by purposive sampling. In the next step, in order to ensure the factor structure and validity of the structures, and to fit the model using the field method and distribution of questionnaires, a survey of senior managers of small and medium companies in Tehran was conducted. The sample size was determined using the sample size method required for modeling structural equations, 200 people, and finally 162 questionnaires were selected using a simple random method. Smart PLS software was used to analyze the data. Findings indicate 23 sub-components in 6 main components of change challenges, market challenges, financial, organizational, individual and environmental. The results also showed that the factor of "lack of necessary infrastructure" has the highest priority,"lack of government support during the Pandemic" and "lack of intangible resources(experience,knowledge,flexible manpower) for digital transformation" are in the next ranks.

This study aims to explore how social media algorithms influence brand visibility and customer engagement for new ventures, identifying key strategies and challenges faced by these businesses. This qualitative study employed semi-structured interviews to gather in-depth insights from 18 participants, including founders and social media managers of new ventures. Participants were selected using purposive sampling to ensure relevance to the study's focus. Interviews were transcribed and analyzed using NVivo software, with data saturation achieved after 15 interviews. Thematic analysis was conducted to identify recurring themes and subthemes related to social media algorithms, brand visibility, and customer engagement. Three main themes emerged from the analysis: the impact of algorithms on brand visibility, customer engagement through social media, and challenges in leveraging algorithms. Within these themes, subcategories included platform-specific algorithm changes, content optimization techniques, timing and frequency of posts, interaction with algorithmic features, engagement tactics, content personalization, influencer collaborations, resource allocation, platform dependency, knowledge gaps, and data privacy concerns. Participants highlighted the need for continuous adaptation to algorithm changes, effective content strategies, and personalized engagement tactics to enhance visibility and engagement, while also facing significant challenges such as resource constraints and maintaining ethical practices. The study concludes that understanding and effectively leveraging social media algorithms is essential for new ventures to enhance brand visibility and customer engagement.