grounded theory

This paper aims to explore how mobile phone technology shapes interactions between couples and creates a controversial atmosphere in marital life. To achieve this, we conducted 30 in-depth interviews with married individuals in Isfahan, Iran. After coding and categorizing the data using the grounded theory method, we identified "insecurity" as a core category. Feeling insecure is largely influenced by one's interpretation of their partner's "mobile phone etiquette" and "social media behavior". Insecurity manifests in four main dimensions: “emotional insecurity”, “relationship insecurity”, “individual insecurity”, and “domestic insecurity”. We noted that the marital life context, including trust and sexual satisfaction plays a crucial role in how couples perceive and interpret each other's use of mobile phones. However, gender is the most significant factor affecting individuals' perception of mobile phone, their interpretation of their spouse’s use, and their experience of insecurity as a result. This research utilizes social analysis to examine the effects of technology on family life. The research findings hold both academic and practical implications. Professionals involved in the field of family and couples' relationships can benefit from this paper to deepen their understanding of the role and significance of mobile phones in contributing to conflicts within marital life.

The current research was conducted with the aim of providing a sustainable marketing model in the insurance industry with a focus on artificial intelligence. According to the type of data, the research method is mixed (qualitative-quantitative) of exploratory nature. In the statistical population, 12 people were selected from among the experts until the theoretical saturation was reached. The experts included professors of the faculty of business management and senior managers of Alborz insurance company, who were selected by non-probability, targeted and chain sampling. Quantitative part of 400 managers were insurance industry experts, using Cochran's formula, 196 people were selected by stratified random method. To collect data, semi-structured interviews and researcher-made questionnaires were used. The analysis method has been carried out in several consecutive steps. In the first stage, to identify the components of the model, the qualitative method and semi-structured interviews using the grounded theory have been used. In the next section, using interpretative structural modeling, the identified indicators were leveled. Finally, in order to fit the designed model in the qualitative part, a quantitative method with structural equation modeling approach was used with PLS4 software. The findings showed that 6 components were identified and there is a significant relationship between all components and sustainable marketing and the designed model has an acceptable fit. It can be concluded that AI can be incorporated as an essential component of a sustainable marketing strategy, enabling marketing professionals and businesses to make positive changes while increasing their brand reputation and profitability.

The forced transition to online instruction due to covid-19 pandemic brought about many changes and challenges. Therefore, evaluating these changes is of utmost importance. The study aimed to contribute to the existing literature by investigating the online adaptation of Iranian EFL high-school teachers. Purposive sampling was employed to approach the 20 teacher participants of the study. To this end, the researchers used semi-structured interviews to gather qualitative data concerning their perception towards of online instruction. The results of the study were promising. Although they reported many challenges and shortcomings, they believed those weaknesses motivated them to increase their digital literacy and integrate ICT into their approach. Moreover, teachers saw the pandemic as a forced opportunity and believed it was time to harness the power of ICT integration in post-pandemic education. Finally, all the study findings and possible implications are discussed, and suggestions are presented to prevent barriers to online instruction.

Ecological cities seek to create a sustainable balance between human activities and the environment. Based on the objective, this is applied-developmental research. In the qualitative section, grounded theory and MAXQDA software were used for qualitative data analysis. Interpretive-structural modeling and a structural self-interaction matrix were used to provide the initial model. In the quantitative analysis section, the partial least squares technique, structural equation modeling with PLS software, was used. The location and case study are the city of Qazvin. The characteristics and dimensions related to the ecological city in the community, geographical dimension, physical boundary, and sphere of influence with eco-urban dimensions have been studied and analyzed. The results seek to raise awareness and assist in generalizing to similar societies and expanding its application. The statistical population in the qualitative section includes experts, university professors, and urban management specialists. The sampling method combines two methods: purposive non-probability sampling and theoretical sampling. The questionnaire includes 15 main factors and 60 items. Using the power analysis rule at a 95% confidence level, with an effect size of 0.15 and a statistical power of 80%, the minimum sample size was estimated to be 145 people. For greater certainty, 150 questionnaires were collected. The relationships of the constructs affecting the model were investigated and identified. After identifying the sequence of constructs, they were classified in the MICMAC diagram based on the power of influence and the degree of dependence.