https://jibm.ut.ac.ir/ Journal of Business Management en daily 1 Sat, 21 Mar 2026 00:00:00 +0330 Sat, 21 Mar 2026 00:00:00 +0330 https://jibm.ut.ac.ir/article_106120.html Objective Considering the critical role of internationalization in the growth and success of firms in Afghanistan’s dried fruit industry, this study aims to develop a conceptual business model that identifies, analyzes, and structures the key components influencing the international performance of actors in this sector. The presented model, by providing a comprehensive and systematic understanding of the complex relationships among the components, can offer a clear conceptual framework for understanding the internationalization process and organizational interactions of industry actors; therefore, activities and roles in the internationalization process are clearly and scientifically defined.   Methodology The present study adopts an exploratory qualitative approach and employs content analysis to examine the perspectives and experiences of university professors and entrepreneurs active in the dried fruit industry. The statistical population consisted of experts from both academia and the dried fruit industry, and through purposive sampling, semi-structured interviews were conducted with 17 of them. After the 15th interview, no new concepts emerged, and theoretical saturation was achieved. Data analysis was performed using MAXQDA software. In the initial coding phase, more than 92 codes were identified, which, after refinement, merging, and conceptual reorganization, were distilled and abstracted into 28 subcategories, 11 main categories, and 7 core categories, and prepared for analysis and the extraction of key concepts.   Findings Data analysis indicated that internationalization, as the central phenomenon of the study, is influenced by seven key factors. These factors include technological and innovative capabilities, international infrastructures, business model innovation, human resources and organizational learning, penetration into international markets, financial resources and investment, and the institutional environment and international regulations. Technological and innovative capabilities encompass technology development and process digitalization, while international infrastructure focuses on logistics and the supply chain. Business model innovation involves redefining the value proposition and strengthening the brand, and human resources and organizational learning include the development of digital skills and the recruitment of specialized personnel. Penetration into international markets emphasizes customer understanding and competitive market analysis, financial resources and investment provide the necessary means, and the institutional environment and international regulations define the framework for cross-border activities.   Conclusion The presented conceptual model serves as an innovative and practical tool for strategic analysis and planning with a focus on internationalization in the dried fruit industry, providing a more precise understanding of the relationships among the key components of international success. The study's findings indicate that simultaneous attention to factors such as technology, infrastructure, business model innovation, human resources, markets, capital, and the institutional environment is essential for achieving international success and maintaining sustainable competitive advantage. By focusing on internationalization as the central phenomenon, this study not only reduces existing theoretical gaps but also offers an analytical and strategic framework for designing and implementing effective policies and strategies, providing managers, entrepreneurs, and policymakers with the means to utilize practical insights in strategic decision-making at both national and organizational levels. https://jibm.ut.ac.ir/article_97987.html Objective Companies in the health products industry use innovative sales promotions to encourage customers to purchase their products. Sales promotions are key tools employed by companies and marketers to attract consumer attention to products and enhance sales performance. Among the various types of sales promotions, product discounts and percentage discounts are among the most well-known and widely used. However, despite their frequent application, the comparative effectiveness of these two approaches remains unclear, leaving marketers uncertain about which option to adopt. Previous studies have shown that different types of promotions have various effects on consumer attention and behavior. In addition, individual differences can influence individuals’ attention when faced with these two types of promotion messages. According to dual process theories of thinking style, individuals often make decisions using two types of information processing systems, including rational and intuitive thinking. Based on previous studies, thinking style can influence information processing, decision making, and behavior of consumers when faced with different types of promotions. From a theoretical perspective, the purpose of this study is to examine the simultaneous effect of rational thinking style and type of sales promotion message (product versus discount promotion) on visual attention among consumers. The research hypothesis posits that individuals with a low rational thinking style allocate more visual attention to product promotions than to discount-based promotions. From a practical perspective, the purpose of this study is to gain a better understanding of the effectiveness of different promotion messages. This can help with increasing the effectiveness of marketing activities by considering the role of individual differences, such as thinking style. In this study, the effect of rational thinking style on the effectiveness of these two sales promotions is examined using an eye-tracking technique. Eye-tracking is an advanced method that is used to analyze the patterns of eye movements and to determine the area and duration of visit when an individual is encountered with a certain stimulus or type of information.   Methodology The current research uses a cross-sectional lab experiment. It utilizes a 2x2 between-subject factorial design. The study includes two independent variables: promotion type (two levels: product discount and percentage discount) and thinking style (two levels: rational and intuitive). The study’s dependent variable is visual attention, which is measured by five eye-tracking measures, including time to first fixation, fixation duration, fixation count, visit duration, and visit count. In total, 121 individuals participated in the study. They were randomly assigned to one of the four experimental conditions. The study was conducted in the Business Research Lab at the College of Management, the University of Tehran.   Findings The Research hypothesis was tested using multiple regression analysis on SPSS 27 software. The results indicated that lower levels of rational thinking are associated with shorter times to first fixation for product discounts compared to percentage discounts. A similar interaction effect was observed for visit duration as well. These results proved a significant interaction between the type of sales promotion and thinking style on several measures of visual attention.   Conclusion The results of the study are consistent with the research hypothesis. They indicate that individuals who are low on rational thinking take a longer period of time to have their first fixation to discount promotions compared to product promotions. As the level of rational thinking increases, this effect becomes mitigated. In addition, lower levels of rational thinking result in longer visit durations for product promotions compared to discount promotions. Higher levels of rationality result in lower differences in visual attention between the two types of sales promotions. These results have important implications for marketers. They indicate that people are generally more inclined towards product discounts compared to percentage discounts. https://jibm.ut.ac.ir/article_106495.html Objective The present research, grounded in social cognitive learning theory, examines the lifestyle promoted through Iranian television advertisements. According to this theory, individuals learn and replicate behaviors by observing them in their environment or through various media via a four-stage process: attention, retention, initiation, and motivation. Furthermore, this study, from the perspective of observational learning theory, seeks to identify the influential components of consumer behavior promoted through advertisements. Essentially, given that humans imitate and learn by observing others and their surroundings, they also learn about purchasing methods, consumption patterns, and overall lifestyle by watching films, advertisements, and content on social media platforms like Instagram. Considering the impact of learning on purchasing behavior, this phenomenon will influence future marketing efforts. Therefore, studying advertisements over a relatively long period can help predict societal trends and organize marketing and social marketing endeavors accordingly, either to align with or modify these trends. To achieve this objective, the present study analyzes the behaviors displayed in Iranian television advertisements over 10 years. This aims not only to contribute to the development of a sustainable lifestyle model in social marketing but also to identify trends in the attention to and display of consumer behaviors, interests, and perspectives, with a focus on sustainability, in television advertisements. Additionally, by comparing different industries from this perspective, the study intends to help identify future trends in consumer behavior regarding sustainability, as well as efforts to modify them through the presentation of a promotional sustainable lifestyle model aligned with social marketing.   Methodology For this research, television advertisements available on the IRIB Media Archive website were utilized. Subsequently, the components of sustainability were identified through qualitative content analysis, with reference to the Avoid-Shift-Improve model. To determine the promoted lifestyle trends, the Chi-square goodness-of-fit test was conducted using SPSS to identify the dominant consumption patterns for the future.   Findings The net display of sustainable behaviors in television advertisements increased over the years studied, indicating a growing trend in attention to behaviors aligned with sustainability over time. Additionally, in the interests category, clothing minimalism, home minimalism, the use of low-consumption light bulbs, energy-efficient lamps and desk lamps, reduced extravagance, increased attention to in-person gatherings, and smaller house sizes were observed. In the perspectives category, trends included a focus on reduced energy consumption, a slower pace of life, and decreased attention to Iranian and Islamic traditions. In the activities category, the digitalization of goods and services and the reduced use of public transportation were among the main identified trends.   Conclusion The importance of sustainability in the lifestyle promoted in Iranian television advertisements has become increasingly evident over time. Therefore, sustainability is apparent as a promotional trend in advertising. Given the impact of advertising on the unintentional acquisition of consumer knowledge, it is predicted that consumers will pay more attention to sustainability-related aspects of products in the future. This should be considered a potential competitive advantage by various industries. https://jibm.ut.ac.ir/article_101553.html Objective Marketing and business development largely rely on information and communication technology, and on how to use them in all fields and channels; consequently, investment in information and communication technologies (ICT) is considered the key driver of productivity growth in businesses. Among the industries that play a fundamental role in the economic growth of countries, the insurance industry stands out as one in which attention to the development of information and communication technologies is particularly essential. The benefits of using ICT in the development and progress of companies' marketing are so significant that companies adopt ICT-related tools to achieve a mature and effective governance framework. Using the maturity concept of ICT governance, alongside the use of appropriate tools and processes, plays an important and vital role in improving the marketing performance of companies and service organizations. Studies show that there are gaps and deficiencies in examining the relationship between the performance of companies and the maturity of information technology governance. These gaps are particularly pronounced with respect to marketing performance and are more evident in Iran’s domestic literature. Considering the role of insurance institutions in the global and national economy and the effect of the implementation of effective governance maturity in this industry, the current research aims to investigate the relationship between the maturity of ICT governance and marketing performance, and explain the relationship between these variables in the insurance industry.   Methodology In terms of purpose, this study is applied research, and with respect to the method of data collection, it is classified as descriptive research. By adopting a quantitative approach, this research aims to evaluate hypotheses and achieve research goals. The target population of the present study comprises managers of active insurance companies in Tehran. Based on the research design, after identifying the target population, a sample of 139 managers was selected, and data were collected using a questionnaire. Demographic data were analyzed using SPSS software, while the research model was examined through structural equation modeling using PLS software.   Findings The findings indicate a positive impact of ICT maturity on the marketing performance of insurance companies, confirming the main hypothesis of the study. Additionally, all related sub-hypotheses were also supported. Therefore, the maturity of ICT planning and organization, acquisition and application, delivery and support, as well as monitoring and evaluation, all have a significant impact on the marketing performance of insurance companies.   Conclusion Based on the results obtained from the research, it can be claimed that the maturity of ICT governance has a positive and significant effect on the marketing performance of insurance businesses. In fact, the use of online facilities contributes both to greater product variety and quality, as well as to enhanced product differentiation. The maturity of ICT is a rich source for reducing marketing costs, which leads to increasing the costs of change for the customer and improves their loyalty. Moreover, greater ICT capabilities enable the creation of comprehensive information about customer preferences and reduce the costs of market research. Ultimately, ICT maturity can drive improved performance outcomes for insurance businesses. https://jibm.ut.ac.ir/article_100946.html Objective Cities, as important cultural, economic, and social centers, have played a crucial role in the development of societies. Today, with the advancement of technology and increasing competition among cities to attract attention and tourists, city branding has emerged as a prominent strategy in city management. Creating and maintaining a strong city brand not only enhances tourism appeal but also positively impacts the development of smart cities, economic growth, and local development. Various tools are used for city branding, and one of the most effective methods is designing Q-tourism models and installing QR codes at tourist sites. Therefore, the current research was conducted to design a Q-tourism model aligned with city branding.   Methodology This research is based on a mixed qualitative and quantitative approach and is applied in terms of purpose, while descriptive survey in terms of nature and method. The statistical population consisted of experts, including university professors in marketing management and tourism management, as well as marketing and tourism managers. Thirty participants were selected based on the principle of theoretical adequacy using purposive sampling. Data collection tools included semi-structured interviews for the qualitative part and a questionnaire for the quantitative part. In the qualitative phase, data analysis was conducted using thematic analysis to identify the components of Q-tourism in the context of city branding. Content and theoretical validity, along with intra-coder and inter-coder reliability, were used to assess the validity and reliability of the data collection tool. The results confirmed the tool’s validity and reliability. In the quantitative phase, using MATLAB software and the Interpretive Structural Modeling (ISM) method, the final research model was developed and presented.   Findings The findings of the present research include five categories of identifying antecedents (realization of smart city, necessity of sustainable tourism, necessity of interactive tourism through smart tools, realization of creative city, necessity of urban tourism development), facilitating factors (digital culture - urban management infrastructure, location of attractions relative to the geography of the city, utilization of sustainable technologies), main dimensions (smartening of tourist places, urban identity, presenting a positive image of the city and the architecture of the tourist destination brand), strategies (place marketing, positioning of tourist destinations, development of smart infrastructure), and consequences (improving competitive advantage, increasing tourist attraction, increasing investment, improving the quality of travel experience for tourists).   Conclusion Based on the research findings, it can be stated that Q-tourism and the installation of QR codes at tourist sites serve as an effective method for differentiating tourist attractions, thereby promoting urban branding, increasing tourist appeal, attracting investment, and enhancing the quality of the travel experience for visitors.   https://jibm.ut.ac.ir/article_106496.html ObjectiveValue co-creation and co-destruction represent a contemporary form of corporate strategy that emphasizes the ongoing creation and recognition of shared values between a firm and its business partners, emerging as outcomes of their continuous interactions. Just as partners can use the potential of their knowledge and skills in co-creating with each other, in case of dissatisfaction, they can also take steps to destroy each other. Therefore, partners in the automobile industry, which constitute the primary focus of this research, should recognize that if appropriate measures are not implemented during the value co-creation process, there is a high likelihood that it may result in value co-destruction. This research aims to identify factors affecting the co-creation and co-destruction of value in automotive industry partners. The analysis of these factors was done using the fuzzy mapping method. MethodologyThe current research adopts a mixed-methods approach, integrating both qualitative and quantitative research methods. In terms of practical purpose and data collection, this study is classified as survey research. The statistical population comprises automobile parts manufacturers, automotive company agencies, and university professors. A total of 25 participants were selected as the sample using purposive sampling based on the principle of theoretical saturation. In the qualitative phase, data were collected through semi-structured interviews, while in the quantitative phase, a pairwise comparison questionnaire was used based on the factors extracted from the interviews. To assess the validity and reliability of the data collection instruments, content validity and theoretical validity were applied in the qualitative phase, along with intercoder reliability, all of which were confirmed. In the quantitative phase, content validity and test–retest reliability were employed, and the results confirmed the validity and reliability of the instrument. To analyze the data in the qualitative part, the content analysis approach and the coding method were used using the ATLAS-ti software. In the quantitative phase, the fuzzy cognitive mapping method was applied to analyze the data. FindingsThe findings indicate that the most influential factors affecting value co-creation among partners include the coordination of changes, provision of support and training, partners’ trust in the company's commitments, industry participation in environmental pollution reduction programs, and the sharing of ideas with partners. The most critical factors contributing to value co-destruction among partners were identified as non-compliance with parts quality standards, failure to adhere to ethical principles in production, political non-compliance, procedural inflexibility, and the provision of low-quality imported products under domestic brand names. ConclusionIn this research, the factors that cause co-destruction of value among partners were well identified. It was proven that co-destruction can be prevented by using the right and appropriate tools and adopting a strategy applicable to each factor. In this regard, if the organization uses the strategy of reducing the co-destruction of value among partners, the value perceived by the partners will be improved, and this will strengthen the co-creation of value. Cooperation also creates value by enabling partners to identify shared needs, challenges, and opportunities, thereby allowing them to capitalize on new opportunities through effective collaboration and interaction. Also, by sharing knowledge, experiences, and resources, partners can take advantage of the combination of their strengths and resources and help achieve their common goals. In general, identifying co-creative factors for business partners can help strengthen business relationships, increase cooperation and joint development between partners, and lead to the improvement of partners' performance and success. Cooperation also enables partners to identify shared needs, problems, and opportunities, allowing them to recognize and benefit from new opportunities through effective collaboration and interaction. In addition, by sharing knowledge, experiences, and resources, partners can take advantage of the combination of their strengths and resources and help achieve their common goals. https://jibm.ut.ac.ir/article_106497.html Objective With the rapid advancement of technology, marketers increasingly seek to engage consumers through digital content marketing on various platforms. Consumer engagement with the brand is essential for creating value. Therefore, this research aims to design a digital content marketing model to enhance consumer engagement with the brand on social media.   Methodology This mixed-method exploratory study is developmental in purpose and cross-sectional in design. It has been conducted in two qualitative-quantitative stages. In the first stage, theme analysis was used, and 119 articles were examined. By integrating the ADO-TCM frameworks with Lim et al.’s framework and thematic analysis, this research presents a comprehensive model illustrating all predictors (events/inputs), outcomes (consequences/outputs), contexts, key theories, and the relationships among variables. To validate and refine the concepts and theories from the thematic analysis, 11 experts in digital content marketing from academia and industry were interviewed using snowball sampling until theoretical saturation was reached. Validity was assessed using the CVR technique, and reliability was measured with Cohen’s kappa. In the second stage, Interpretive-Structural Modeling (ISM) was used to level the model and determine the relationship between the structures. A questionnaire was designed and given to 14 experts who were selected by the purposive sampling method. The obtained data were analyzed using the Micmac tool.   Findings In the first stage, 94 codes were categorized into 26 themes and 13 subthemes. Social media characteristics, source characteristics, content characteristics, consumer characteristics, population diversity, and marketing activities were identified as predictive variables. Consumer participation in content is viewed as a behavioral decision, with consumer engagement representing the framework’s outcome. Contexts in this framework are culture, matching content with media, product type, and consumer personality. In the second step, the variables were leveled, and the relationship between them was drawn as a graph. They were classified into four categories based on the power of influence and the degree of dependence of the identified variables. the characteristics of social media, sources, content, content-media fit, AI performance, and product type are considered driving variables. Personality (self-expression) and participation culture are categorized as linked variables. Consumer participation, brand engagement, collective diversity, and consumer characteristics are treated as dependent variables. To check the validity of the content validity ratio index (CVR) and the reliability of the research, Cohen's kappa was calculated, which confirmed the reliability and validity.   Conclusion The proposed ADO-TCM-based framework can serve as a comprehensive guide for academia by outlining key variables (predictors, outcomes, and behaviors) involved in digital content marketing and customer engagement. Additionally, marketing managers can use this framework to gain a thorough understanding of digital content marketing as an effective marketing strategy. https://jibm.ut.ac.ir/article_106498.html ObjectiveDigital leadership mindset is relatively a new concept in management and leadership studies, which has recently been proposed as one of the key factors in the success of organizations in the digital and electronic communications and can have many positive consequences for organizations. According to the need for a coherent model, the present research was conducted with the aim of providing a model for the development of digital leadership mindset in organizations. MethodologyThis is a qualitative study conducted using meta-synthesis method. Its statistical population consisted of the extant studies. After reviewing the available sources, 64 ones were selected to be analyzed for extracting codes. The thematic analysis method was used and the data were analyzed in several consecutive steps. Analysis of the extracted codes led into conclsion of the digital leadership mindset model.  FindingsAfter analyzing the data, the antecedents of digital leadership mindset were categorized into two dimensions: organizational factors (comprising two components: organizational culture and organizational capabilities) and leader characteristics (comprising four components: having an appropriate attitude, possessing technical or technological skills and abilities, possessing human skills, and possessing analytical skills). The outcomes of digital leadership mindset in organizations were also categorized into three dimensions: organizational outcomes (comprising two components: long-term and short-term outcomes), group outcomes (comprising two components: long-term and short-term outcomes), and individual outcomes (comprising two components: long-term and short-term outcomes). To control the quality of the analyses, the intra-subject agreement method was used. In this regard, a researcher in organizational behavior, familiar with the subject literature, was asked to collaborate with the researchers in the process of combining, integrating, and categorizing concepts, and creating main (dimensions) and sub (components) themes. After calculations, the intra-subject agreement rate in the present study was calculated to be 84.84%, which indicated the validity of the findings. ConclusionGiven the applied nature of this research, business managers can utilize the findings for planning and implementing necessary measures to develop a digital leadership mindset at various levels. Modeling the factors influencing a digital leadership mindset within a comprehensive and coherent framework, while reducing the fragmentation of prior findings and addressing some existing gaps in the literature, can enhance managers’ awareness of factors impacting this concept. Furthermore, identifying the outcomes of a digital leadership mindset can increase managers' and leaders' sensitivity and interest in this topic, fostering adequate readiness in them to address the issue. https://jibm.ut.ac.ir/article_105828.html ObjectiveThe emergence of social networks and new pervasive media tools has compelled public relations (PR) departments to adapt and maximize their utilization. Within the banking industry, a key area of research focus is the evolving role of public relations amidst this communication transformation driven by social media. Among the various effects of social networks on banks and their services in the banking industry, the most important point for researchers is the position of PR in such communication transformation. In fact, designing effective strategies for the entry and development of PR activities of the banking system in social media with the aim of improving the image of the bank to the customers and achieving the goals of these economic enterprises, focusing on the relationship with the banks customers, is what shaped this research. MethodsThis research employed the Delphi technique for data collection and analysis. The Delphi technique is a structured communication method that utilizes a panel of experts to systematically gather insights, reach consensus on complex issues, or generate forecasts. In this study, it was applied to design an effective public relations model for the banking system within social media. Expert selection for the Delphi panel was based on several criteria, including educational, research, expert, and managerial qualifications. ResultsThe findings indicate that the banking system's public relations efforts possess eight strengths and seven weaknesses when entering social media for promotional activities. Furthermore, 16 opportunities and eight threats were identified in this context. Following the development of internal and external strategic factor evaluation matrices and expert input from the banking industry and PR professionals, appropriate strategies were identified. These strategies are categorized into offensive (SO), conservative (WO), competitive (ST), and defensive (WT) approaches, forming the basis for a proposed model of effective public relations in the banking sector. ConclusionAccording to the above findings and regarding the strengths and weaknesses of effective PR in the banking system, a model for for the Banking System in social media was presented. Given the position of the banking system's public relations, adopting strategies for development and growth of activities on social media is suitable for it. Since the strengths and opportunities of the banking system's public relations, considering the available resources, were fundamental and significant for entering activities on social media, adopting these strategies can greatly contribute to the growth and development of these activities. The findings obtained and their comparison with previous research indicate the importance of social networks and their impact on public opinion, strengthening interaction with audiences in the field of information dissemination, information exchange, advertising, and the necessity of investment by public relations in human and financial resources in creating effective communication and utilizing the capacities of social media with the aim of enhancing an organization's image and brand. Therefore, strategic planning in public relations means decision-making, policymaking, and monitoring and evaluating projects and programs. To achieve a forward-looking approach, a general strategy must be developed. This strategy should not only support the organization's collective strategy but also align with marketing strategies.  https://jibm.ut.ac.ir/article_106987.html Objective Increase in researches in media entrepreneurship area shifts this area of study from a nascent to a growing phase. Literature shows that strategic factors are from the determining factors in success of media entrepreneurs. However, there are few researches that are conducted in this the area of strategic media entrepreneurship. Among the theories that are used in strategic management researches, resource based view is one of the most popular and effective approaches that are used. For this reason, this research has used resource based view as the theoretical lens for study of media strategic entrepreneurship and aims to contribute by identifying the determining factors of the success of media entrepreneurs by use of this theory.   Methodology Considering the nature of this research and its aim that is identification of factors, nor relationships among them and neither prioritizing and weighing of them, qualitative approach has been chosen and among the research methods, thematic analysis used as the method. The means of data collection is semi-structured interviews. Population of research is Iranian media entrepreneurs and the sample is media entrepreneurs that are collected by sampling method of snowball.   Findings by coding of interviews and use of thematic analysis method as well as literature review, the following factors are identified as the main resources for success of media enterprises: Entrepreneurial mindset, entrepreneurial culture, entrepreneurial leadership, strategic management of resources and creativity and innovation.   Conclusion Strategic management has been a neglected but very capable in research in media entrepreneurship. Identification of related factors as a competitive advantage for success of media enterprises using resource based view and then prioritizing them by quantitative methods can result scientific contributions in the academic knowledge from strategic media entrepreneurship as well as more practical application of this understanding by media entrepreneurs. https://jibm.ut.ac.ir/article_107142.html Objective The aim of this study is to propose a model for attracting attention to advertisements in commercial media.   Methodology This study employs a mixed exploratory approach. In the first phase, data were gathered through a review of relevant literature and previous research, along with in‑depth interviews with experts. Data were coded and categorized through Glaser’s grounded theory method. Following this, a researcher‑designed questionnaire was developed to establish content validity and further improve the research instrument. The participants in the first phase consisted of approximately 14 experts in advertising and marketing, who were selected using a purposive judgmental sampling method. In the next level, for Likert-scale questionnaire, a sample of 217 participants was determined based on Cochran’s formula and selected through random sampling from active individual in the fields of marketing, advertising, media and graphic. After data collection was completed, the conceptual model, including attention‑attraction factors related to commercial media, was developed in the first phase of the study. For data analysis, partial least squares structural equation modeling (PLS‑SEM) was conducted using SmartPLS software. Convergent and discriminant validity were used to assess validity, while Cronbach’s alpha and composite reliability were employed to evaluate reliability.   Findings Coding results from the grounded theory analysis revealed that the model for attracting attention to advertisements in commercial media consists of 92 open codes, 7 axial codes, and 1 selective code. The results of Partial Least Squares Structural Equation Modeling (PLS‑SEM) indicated that the path coefficients for the relationships between the main variables and attention‑attraction factors were significant, with t‑values greater than 1.96 at the 95% confidence level. Therefore, all seven variables were identified as critical factors, and the research model for attention‑attraction in commercial media was confirmed. The seven variables include magazine, television, bus, radio, cinema screen, billboard, and newspaper.   Conclusion Symbolic appeals and visual elements—such as image clarity, graphic design, appropriate color cues, and professional composition—play an important role in attracting audience attention to commercial advertisements. In audio-based media; sonic elements include music, voice type-tone, and their alignment with the advertising message significantly influence attention attraction. Moreover, the ability of advertisements to create imagery in audience, such as evoking nostalgia enhances audience engagement with advertisements. The use of effective techniques and Strategic factors include story‏‏‏‏‏‏ telling, serial teasers, teasing, creativity, innovation, relevance Ad. to audience needs, and regional presence are important to capturing and sustaining audience attention. Additionally, advertising content characteristics—such as message credibility, an effective slogan, an attractive subject, and sales‑related information in the advertisement—affect levels of audience attention. The clarity and conciseness of advertising messages further strengthen attention attraction. Additionally, advertising content characteristics—such as message credibility, an effective slogan, an appealing theme, and sales‑related information in the advertisement—affect the level of audience attention. https://jibm.ut.ac.ir/article_102735.html Objective Social media influencers, as emerging thought leaders, play an increasingly significant role in shaping consumer decision‑making and social norms. Despite the rapid expansion of influencer marketing, the dimensions of professional ethics governing influencer behavior remain fragmented, inconsistent, and empirically underexamined. In response to this research gap, this study aims to develop and explain a comprehensive model of professional ethics for social media influencers in the context of influencer marketing.   Methodology The present study employed a mixed‑method approach conducted in two consecutive phases. The exploratory phase was grounded in an interpretive paradigm, while the testing and explanatory phase followed a positivist paradigm. In the qualitative phase, content analysis and in‑depth interviews were conducted with 18 academic and industry experts with specialized experience in relevant fields, through which the dimensions and indicators of influencers’ professional ethics were identified. Based on the qualitative findings, a questionnaire was developed as the research instrument. The statistical population of the quantitative phase consisted of selected experts in related fields, from whom the opinions of eight individuals were obtained using purposive sampling to analyze the relationships among the categories. In this phase, the Interpretive Structural Modeling (ISM) method was applied to explain structural relationships and determine the hierarchical levels of the dimensions, while the DANP hybrid technique was employed to analyze causal relationships and calculate the relative weights of the indicators.   Findings The results of the study led to the identification of four main dimensions of influencers' professional ethics, including professional integrity, trustworthiness of the influencer, green commitment, and respect for universal values ​​and beliefs. Among these dimensions, professional integrity showed the highest level of interaction with other dimensions, and the dimension of respect for universal values ​​and beliefs was identified as the most influential dimension. Also, respecting workers' rights, avoiding criminal acts, not advertising products tested on animals, fairness and justice, maintaining human dignity, and avoiding expressing sensitive content were determined as the most important sub-criteria of influencers' professional ethics. By providing an integrated, evidence-based framework.   Conclusion This research can enrich the literature on ethics in influencer marketing and serve as a practical guide for influencers, brands, and policymakers to promote responsible and sustainable digital marketing. https://jibm.ut.ac.ir/article_107143.html ObjectiveIn today’s competitive business environment, organizations must not only provide high‑quality products and services at reasonable prices but also design and manage superior customer experiences to ensure survival and long‑term growth. Traditionally, competition among firms was primarily centered on pricing strategies and product quality; however, in recent years, customer experience has emerged as a critical source of competitive advantage and organizational differentiation. Customer experience refers to the perceptions, emotions, and evaluations that customers develop throughout their interactions with an organization during the purchasing and consumption process. Despite the growing importance of this concept, most prior research has focused on customer experience in business‑to‑consumer (B2C) markets, while limited attention has been devoted to examining customer experience in business‑to‑business (B2B) contexts—particularly in heavy and industrial sectors such as the steel industry. Accordingly, the present study aims to investigate customer experience within B2B relationships in the steel industry by examining four key dimensions of customer experience—basic service experience, moments of truth, focus on results, and peace of mind—and analyzing their interrelationships and their overall impact on customer satisfaction. MethodologyThis research is applied in terms of purpose and employs a descriptive–causal design for data collection. The statistical population consists of 107 corporate customers of steel ingot products of the Iranian Zarand Steel Company. Using a random sampling method, data were collected from 84 companies through a structured questionnaire. The collected data were analyzed using descriptive and correlational statistics, as well as structural equation modeling (SEM), with SPSS version 26 and SmartPLS version 3 software. FindingsThe results revealed that among the four dimensions of customer experience, basic service experience has a direct, positive, and significant impact on both moments of truth and peace of mind. Moreover, moments of truth exert a positive and significant effect on focus on results, and peace of mind demonstrates significant relationships with the relevant dimensions within the proposed model. However, basic service experience does not have a direct and significant effect on focus on results. The findings further indicate that focus on results and peace of mind directly influence customer satisfaction, while basic service experience and moments of truth indirectly affect customer satisfaction through mediating mechanisms. ConclusionIn today’s competitive markets—where products and services offered by firms are increasingly similar in terms of features and quality—customer experience is a pivotal factor for differentiation and the creation of competitive advantage. Organizations that successfully deliver a positive and distinctive customer experience are better positioned to enhance customer satisfaction, strengthen customer loyalty, and develop long‑term and stable business relationships. The findings of this study demonstrate that different dimensions of customer experience play essential roles in shaping customer satisfaction in the steel industry, with some dimensions exerting direct effects and others influencing satisfaction indirectly. Based on these insights, it is recommended that steel industry firms—particularly the Iranian Zarand Steel Company—implement strategies aimed at improving various dimensions of customer experience. Such strategies may include defining precise quantitative and qualitative product standards, optimizing service delivery processes, selecting and training employees who directly interact with customers, conducting continuous research to identify customer expectations and needs, and ensuring organizational commitment to fulfilling promises made to customers. Improving customer experience can ultimately lead to higher levels of customer satisfaction and the reinforcement of long‑term business relationships. https://jibm.ut.ac.ir/article_104903.html ObjectiveThis study aims to examine the influence of customer inertia and brand association on customer forgiveness behavior, with customer loyalty assessed as a mediating variable and brand reputation as a moderating factor. The research seeks to clarify how psychological and relational factors shape consumers’ willingness to forgive brand transgressions. MethodologyA quantitative approach was employed using survey data collected from customers of Ofogh Kourosh chain stores in Iran. The study applied a complete mediation model using structural equation modeling (SEM) to test the direct and indirect effects of customer inertia and brand association on forgiveness behavior, and to assess the moderating role of brand reputation. FindingsThe results indicate that both customer inertia and brand association have a significant and positive impact on customer forgiveness behavior. Customer loyalty fully mediates these relationships, confirming its central role in translating passive and cognitive brand connections into forgiveness. However, the moderating effect of brand reputation on the relationship between customer loyalty and forgiveness behavior was not supported. ConclusionThe study is geographically limited to a single retail chain in Iran, which may restrict the generalizability of the findings. Future research could explore cross-cultural and cross-industry contexts to validate and expand the proposed model. The findings of this study offer actionable insights for brand managers and marketers seeking to enhance customer retention and resilience in the face of service failures. By recognizing the positive roles of customer inertia and brand association in fostering loyalty, firms can strategically design experiences that reduce switching intentions and reinforce favorable brand perceptions. Loyalty programs, consistent brand messaging, and frictionless shopping environments can help convert habitual behavior and cognitive associations into deeper customer commitment. Moreover, while brand reputation alone may not directly strengthen forgiveness behavior, it remains a valuable long-term asset that supports trust and credibility. Therefore, businesses should prioritize loyalty-building strategies that leverage both psychological and behavioral drivers to cultivate a customer base more inclined to forgive occasional missteps. This study offers a novel contribution to the literature by integrating customer inertia and brand association into a unified framework for understanding customer forgiveness behavior—an area that has received limited empirical attention. Unlike prior research that typically examines loyalty or reputation in isolation, this study introduces a complete mediation model with customer loyalty as a central mechanism and tests the moderating role of brand reputation, revealing unexpected boundaries to its influence. By focusing on a real-world retail context in Iran, the research provides fresh insights into consumer behavior in emerging markets and highlights the nuanced interplay between passive loyalty drivers and emotional recovery responses. https://jibm.ut.ac.ir/article_97334.html Abstract Objective In this research, the special value of the brand of Tadbirgarane Farday Omid Company (Special Shares) was investigated in the investment industry in Iran. The main goal of the research is to identify the influencing factors and causal relationships between the determining parameters (dimensions, components, indicators) of brand equity and design a model of factors determining the equity brand of Tadbir garane Fardaye Omid Company (Special Shares) and ranking the impact of each of them. It is based on fuzzy Delphi method and structural equations. Methodology The method of this research is of mixed type - exploratory design; that the collection of information was done through library studies and also by field method, which is based on content analysis in the qualitative stage and descriptive-survey in the quantitative stage. In the qualitative part of the statistical population, it consists of 15 academic experts, consultants and marketing managers who are familiar with the field of branding, and in the quantitative part of the statistical population, it consists of managers and employees active in Tadbirgaran and investment companies in Tehran. The number of 360 final samples was selected in a purposeful way, and the fuzzy Delphi approach was used to screen the indicators and identify the final indicators. In the quantitative part of the research, descriptive statistics and inferential statistics and SPSS26 and Smart PLS3 software were used for data analysis. Findings The results show the overall high quality of the model and the determining parameters of the brand specific value led to the presentation of a model for the design of the factors determining the brand specific value of Tadbir garane Fardaye Omid Company in the main four components as follows; 1- Perceived quality with 8 sub-indices, 2- Brand awareness with 8 sub-indices, 3- Brand loyalty with 19 sub-indices, 4- Brand association with 12 sub-indices were identified, after ranking them with the help of Friedman test, respectively The first to fourth ranks have been assigned to themselves. Also, the results of the test showed that brand equity parameters have an effect on brand association dimensions, brand equity parameters have an effect on brand awareness dimensions, brand equity parameters have an effect on brand loyalty dimensions, and brand equity parameters have an effect on perceived quality dimensions. Therefore, in four dimensions, dimensions of brand association, dimensions of brand awareness, dimensions of brand loyalty and dimensions of perceived quality are meaningfully considered as parameters of brand equity. Conclusion What distinguishes the present study from other previous studies is: Designing the model of determinants of brand equity using the Delphi method and fuzzifying its components is in the field of investment companies, which have not been addressed in Iran, despite the existence of different models, a comprehensive model that can provide all the requirements for the success of brand equity marketing development. In this research, in order to provide a systematic and comprehensive approach, the Delphi method was used to interpret and combine the findings of previous researches. They have used the survey method, which has also been examined in this research by the qualitative method.The lack of using exploratory research methods in the field of marketing as well as referring to schools to conduct qualitative research has been one of the things that made the present research important. Previous marketing researches using quantitative research methods are generally formed by referring to foreign articles and non-native theories, and the current research was conducted through native research. The process of creation, learning and its role in the administrative system in economic, political, social and cultural structures and its effect in realizing the goals of the macro systems of the society is so decisive that without designing a logical and efficient administrative system, achieving the said goals is not practical; ; Therefore, the determining parameters of brand equity in order to design a suitable model for brand equity is considered a profitable investment, the return of which is actually a vital and unavoidable matter, it is suggested that it should be taken into consideration continuously in the organization, the results of the present research can be useful for policy makers. For legislation, in academic circles in the direction of creating and storing knowledge, it is beneficial, and using the obtained results for marketing managers and foresight of leaders of companies active in the field of investment can be a way forward. Keywords: Brand Equity, Brand Valuation, Tadbir garane Fardaye Omid Company https://jibm.ut.ac.ir/article_97335.html Objective: One of the most important factors for the survival and progress of companies in today's dynamic environment is their competitiveness. The basic feature of this environment is change and uncertainty; Therefore, the performance of companies in such an environment should be such that while maintaining their position in the market, they gain the maximum benefit from changes and progress. On the other hand, competitiveness in the steel industry is very vital and has a profound effect on the performance of companies and the industry in general. This industry is one of the largest and most important industries in the world and plays a very important role in many economic sectors and can be recognized as one of the main and powerful players by improving its competitiveness significantly in the world markets. The main goal of this research is to develop a favorable model for competitiveness in the steel industry with the technology transfer approach. Methods: This research is exploratory in terms of its purpose, and practical in terms of its type of use, based on a mixed exploratory research strategy. The statistical population of the research in the qualitative part included senior managers and in the quantitative part included managers and experts working in companies active in the steel industry. The data collection tool in the qualitative part of the research included indepth interviews, the data obtained from which were coded and analyzed in several stages, and the resulting model was extracted from the qualitative part. Then, based on the obtained model, the questionnaire questions were formulated for each of the components of the model and distributed among the employees working in the steel industry, collected, examined and analyzed, and based on that, the final model of the research was identified. Results: Among the influencing factors; internal factors had the greatest impact on competitiveness, among the background factors, political and legal factors had the greatest impact. Also, the joint investment and cooperation strategy was recognized as the most effective strategy to improve competitiveness, which can have important economic, social and organizational consequences for companies active in the steel sector. Therefore, it is suggested that these companies increase the choice and purchasing power of domestic and foreign customers by diversifying the products and products of the same family and providing complementary products that can be used with a wide range of products in this industry. This is despite the fact that the petrochemical industry is not in a good condition and the volume and lines of products in this industry are limited despite the high potential. Conclusion: The support of the official, government and legislative institutions to the activists and investors in the steel sector, in such a way that by providing suitable facilities and subsidies, the active and potential investors in this industry will be encouraged to develop their production activities in this field, as well. They should reduce cumbersome and discouraging laws in the field of investment and export. https://jibm.ut.ac.ir/article_97366.html Objective: Sustainability is a key issue facing many businesses and allows marketing professionals and researchers to explore new and relevant goals. Accordingly, the purpose of this study is to provide a model for sustainable marketing with a customer equity approach in order to improve the performance of companies operating in the detergent industry. Methodology: This research was conducted in two parts: qualitative and quantitative. In the qualitative part, interviews with 20 managers, presidents and university professors were used as experts and grounded theory method. In a small part of the results of the qualitative part, a questionnaire was designed and then modeled by the method of structural equations. The statistical sample in the quantitative section is 373 managers and employees of companies active in detergent industry companies in Tehran and Alborz provinces. Findings: According to the results of the qualitative section, the indicators of the research are the central phenomenon including sustainable marketing with a customer equity approach; Causal factors include environmental dimension, economic dimension and social dimension; Underlying factors include the principles of Confucius; Interfering factors include sanctions and inflation; Strategies include customer support and increasing customer well-being; Consequences include customer satisfaction, customer loyalty and company performance improving . Conclusion: The final results showed that environmental, economic and social dimensions on strategies, ie customer support and increasing customer welfare by 0.26, ethics and commitment and the principle of benevolence, wisdom, justice and trust in strategies by 0.38, sanctions and inflation. Strategies are effective at 0.94 and strategies are effective on customer satisfaction and loyalty and improve company performance by 0.37. Therefore, it can be concluded that in order to create sustainable marketing with a customer equity approach, it is necessary to produce green products in the detergent industry that can be recycled and thus gain the trust of customers. This requires corporate social responsibility, which exists in environmental, economic and social dimensions. The company's social responsibility also increases customer confidence in the company and attracts more customers by producing green and sustainable products. Because customer satisfaction and well-being are critical to customer loyalty and improving company performance, detergent companies need to implement sustainable marketing with a customer-centric approach to increase customer confidence in the company. Also, since sustainability marketing can mean building and maintaining sustainable relationships with customers, the social environment and the natural environment, organizations, especially detergent companies, are encouraged to build loyal relationships with the customer and to attract In their view, the state of environmental sustainability should also be considered. https://jibm.ut.ac.ir/article_99539.html Objective: The purpose of this study was to develop a model for predicting customer churn in the B2B platform using optimal data mining methods in Khorasan Petrochemical Company. Method: The method used in this research was qualitative-quantitative. With Data collection and interviews with Delphi technique and study of documents, customer churn factors were identified, then with using data mining method, statistical analysis has been done. In this study, an intelligent system based on data mining has been used to predict the decline of customers in the B2B platform. The statistical population of this research in the qualitative sector was organizational experts in the field of petrochemical industry and in the quantitative statistical population were customers of Khorasan Petrochemical Export in the years 1392-1397. Results: In the quality section, customer product purchase specifications, customer churn management system specifications and customer relationship management specifications, were identified as the final components. In the quantitative part, Extract information from several data sources (database), integrate information and delete redundant data, place modified information in the data warehouse, perform data mining operations by software to evaluate various characteristics and determine the characteristics affecting customer churn, evaluating the obtained and results with other machine learning methods: Support vector machine, random forest, k nearest neighbor and display representations were done in a comprehensible mane. Final results showed the purchase value of the product is based on price and quantity with an average of mining data equal to 80.167; Country of destination of the product buyer with an average of 78,083 mining data; And the type of products of the company with an average of data mining equal to 76.25; As the most important indicators to reduce the loss of customers of Khorasan Petrochemical Company, were calculated. The results related to the analysis of the output of artificial neural networks showed the predictor "number of complaints from the product with data code (A5)" has a predictive weight equal to 0.34; The predictor "Frequency of product purchase with data code (A1)" has a predictive weight equal to 0.30; The predictor "Product purchase value based on price and quantity with data code (A3)" has a predictive weight equal to 0.16; The predictor "managing the stabilization phase to reach an acceptable level of customer satisfaction with data code (B3)" has a predictive weight equal to 0.15; The predictor "country of destination of the buyer of the product with data code (A2)" has a predictive weight equal to 0.10; They have done a more precise analysis (calculation) of reducing the customers loss of Khorasan Petrochemical Company.Conclusion: Surveying customers and informing the customer is the most valuable component in reducing customer loss. If the products are surveyed from customers, the company will recognize many of its strengths and weaknesses and will work to eliminate these weaknesses.The more the company pays attention to customer feedback and uses them in product design, the better it will be at customer retention and the fewer customers it will lose.In this study, Data mining method was used for modeling with high accuracy to predict customer churn which has no history in domestic petrochemical industry. According to the obtained result, it can motivate similar research to create a clear view in the customer relationship field and lead to the optimization customer retention programs and relative costs. https://jibm.ut.ac.ir/article_101653.html Abstract Objective: Today, with the increase in discussions related to the circular economy, the transition to circular business models is also considered, the transition to circular economy is targeted and requires collective action from several organizations, which leads to the necessity of adopting business models. New and redesigned networks. Due to the fact that in recent years topics such as circular business models, circular economy, innovative business models and topics related to the sustainability approach have attracted the attention of experts, unfortunately, research in this field is still in stages. is preliminary, the current research aims to contribute to this research gap by providing a framework for transitioning to innovative circular business models with a sustainable approach in practice, and the aim of proposing a framework for transitioning to innovative and sustainable circular business models is The current research helps to conceptually understand the emergence of business models in the transition towards a circular economy and links the innovation and sustainability of the circular business model to the literature of transition studies. The core of the argument is based on the idea that new business models are necessary for the transition from the dominant linear routine of production and consumption to cyclical models. Consequently, business model innovation and sustainability are increasingly seen as a necessary process for this transfer can be seen. Method: The current research method, from the point of view of data collection, is descriptive and analytical, which was used to search for sources and articles using the meta-composite method, which is a structured model for qualitative text analysis and extracting concepts, which includes seven steps, and to analyze and Data analysis was done using the thematic analysis method which includes three stages, then in the second stage it was used using the findings of the first stage and using the design methodology which includes four stages. Findings: By examining the transfer frameworks and business model presented in 40 publications and identifying and integrating the common elements and mechanisms of these frameworks, a transfer framework towards a sustainable innovative rotating business model was presented. Conclusion: By examining the structure of 40 articles and integrating the elements and mechanisms of previous frameworks, a new framework was proposed based on the integration of elements and mechanisms of transfer and related to the circular economy, which includes a set of 7 structural components "social actors", "networks" , "technology and infrastructure", "ecosystems", "user practices", "business strategy" and "institutions" - as well as a set of 7 innovation and sustainability mechanisms "experiment", "vision", "networking", "learning" " "Protection", "Resource Mobilization", "Legitimization", which these concepts are largely compatible with what TIS, SNM and MLP frameworks suggest as sociology-technical system structures, functions and processes of place creation. https://jibm.ut.ac.ir/article_101873.html Abstract: Objective: The growth of sharing economy processes and the emergence of freelancing platforms have challenged the traditional model of work and the increase in popularity of freelance work has focused researchers' attention on this field. This research has analyzed the concept of value proposition with the aim of investigating the factors affecting the motivation and persistence of freelancers in these platforms. In other words, this study is an attempt to expand the concept of value proposition in the field of freelancing, which provides a foundation for a long-term freelancer-platform relationship. Method: The present study is of an applied developmental type and exploratory in terms of its implementation strategy. Initially, the use of a qualitative method was put on the agenda in order to gain a deep understanding of the existing problem and also to identify the experiences of people related to the field of study. The research method is also quantitative. To extract the dimensions of value, semi-structured interviews were conducted with freelancers to gain insights into the freelancers' perceptions of the value system. 21 freelancers with different work backgrounds were interviewed and they shared their opinions on various factors that encourage them to work in the freelancing industry. Based on the interviews and existing theoretical foundations, a questionnaire was designed and distributed to different groups of freelance social networks as well as to students from different universities in Tehran who had freelancing experience. The sample included data from 247 respondents. Finally, the research data was analyzed using partial least squares structural equation modeling (PLS-SEM). Findings: Autonomy value, developmental value, hedonic value, economic value, and social value significantly contribute to the freelancer's proposed value and influence freelancers' decisions to choose and stay in a particular platform. If we look at the value of beta coefficient, it is clear that independence value (0.301), economic value (0.305) and growth value (0.300) are strong dimensions of freelancer's value proposition. Social value (0.243) and hedonic value (0.238) also significantly predict the freelancer's proposed value, but the beta coefficient is relatively low. Identifying the dimensions of value and their development is a way of playing the role of expanding the knowledge of this study. Conclusion: The results indicate that economic value is an important dimension of the freelancer's value proposition. The platform can play an important role in increasing economic value because it should provide economic incentives and charge lower fees. Apart from paying lower commission fees, the platform should also focus on the ease of payment to freelancers. Freelancers also complain that the banking system in third world countries is not efficient, so companies should consider regional restrictions in cross-border projects. Developmental value is also a key dimension. Almost all freelancing platforms offer basic training and video tutorials on platform layout and functionality, but no advanced professional training on skills. Platforms must introduce professional certifications and announce the certified freelancer in their profile. On the one hand, this helps freelancers to develop their skills and on the other hand, it helps clients to find the right person for the job and leads to the improvement of service quality. The value of autonomy is the inherent advantage of doing freelancing.Platforms can increase this value by building trust among freelancers. Social value is related to reputation and network.The value of pleasure, the layout of the freelancing platform can play an important role in increasing this value. The layout should be attractive and have a good combination of colors and writing styles.In general, the results of this research can help the aforementioned platforms and policy makers to better understand the needs and expectations of freelancers and formulate more effective strategies to attract and retain them. https://jibm.ut.ac.ir/article_102052.html Objective: In recent years, advancements in technology and a shift in the perspectives of developed nations toward sustainable value creation have catalyzed the rise of knowledge-based enterprises (KBEs) and the growth of sustainable wealth generation within these countries. Notably, KBEs operating in the ICT sector have played a pivotal role in the economic growth and development of leading nations. However, recent developments in global markets, particularly changes in customer interactions, and the regulations governing the business environment, have altered the perspectives of these businesses regarding value-creation methods. By understanding this strategic inflection point in business, KBEs are increasingly focused on identifying and acquiring new organizational capabilities to enhance their performance. In this context, this study investigates the impact of business analysis competence (BAC) on digital innovation (DI), elucidating the mediating roles of absorptive capacity (AC) and firm agility (FA). Methodology: The research is applied in nature and employs a descriptive-survey methodology for data collection. The statistical population comprises 2,084 KBEs operating within the information and communication technology (ICT) and computer software sectors. A sample size of 391 KBEs was determined using G-Power 3.1 software. Data was collected online through a standardized questionnaire. The research model was analyzed utilizing structural equation modeling techniques in Smart PLS 3 software. Findings: Findings indicate that BAC positively and significantly influences AC, FA, and DI. The study also confirms the positive effects of AC on FA and both AC and FA on DI. While the mediating role of AC is affirmed, the mediating role of FA is rejected. Conclusion: This study contributes to the existing literature in multiple ways, offering both theoretical and managerial insights. Theoretically, it advances the field by integrating three key frameworks: the dynamic capabilities' perspective, AC theory, and the process theory of change, thereby emphasizing their interrelated significance. In this context, the present study highlights the role of BAC in enhancing capabilities such as AC and FA. It also demonstrates the significance of these two variables as complementary strategies in fostering and improving DI within KBEs. The results lend credence to the theoretical findings through a quantitative investigation and demonstrate that any form of innovation in KBEs requires simultaneous interaction between complementary capabilities and functional competencies. Furthermore, this study takes a significant step toward advancing human knowledge by simultaneously examining the mediating roles of AC and FA in the relationship between BAC and DI for the first time. As a result, it enriches the literature in this field. From a managerial perspective, the findings suggest that leaders of KBEs in the ICT sector should recognize that enhancing DI significantly relies on fostering conditions that improve processes related to AC and FA. To achieve this goal, these companies must prioritize investments in business analytics knowledge, tools, and operations. https://jibm.ut.ac.ir/article_102060.html This study investigates the impact of emerging technologies, namely Augmented Reality (AR) and Virtual Reality (VR), on brand tribalism and customer interactions in online stores and the social media platform Instagram. As digital technologies evolve at an unprecedented pace, businesses are increasingly adopting AR and VR to deliver rich, immersive, and personalized experiences to customers. This research seeks to determine the extent to which these technologies strengthen customer loyalty, foster brand-related communities, and improve engagement with brands across crucial phases of the customer experience cycle: pre-purchase, during purchase, and post-purchase interactions. Methods: The study adopts a mixed-methods research design, combining qualitative and quantitative approaches. In the qualitative phase, 20 industry professionals—including online store managers, digital marketers, and Instagram power users—were interviewed to explore the nuances of AR and VR-enabled customer experiences. Thematic analysis was performed using MAXQDA 2018 to identify key category clusters, refine existing codes, and conceptualize specific variables related to AR and VR utilization. The quantitative phase gathered survey responses from 394 participants, which were analyzed via Structural Equation Modeling (SEM) using SmartPLS software to test the relationships within the conceptual model and evaluate the predictive validity of its constructs. Findings: Findings demonstrate AR and VR significantly boost customer satisfaction, loyalty, and brand tribalism. Enhanced engagement stems primarily from the personalized, interactive, and emotive experiences these technologies create, which foster a sense of belonging to brand communities. AR and VR’s ability to immerse users amplifies emotional connection, motivating customers to exhibit stronger commitment to brands, engage in repeat transactions, and even advocate for the brand among their social networks. Businesses that integrate AR and VR into their customer engagement strategies observe tangible benefits, including increased brand loyalty, customer retention, and profitability. Quantitative results further confirm the statistical significance of relationships within the model, underscoring the role these technologies play in transforming the dynamics of customer-brand interactions across multiple digital touchpoints. Discussion: AR and VR technologies transcend mere novelty in marketing; they represent strategic enablers of enduring emotional bonds between customers and brands. Notably, the scope of brand tribalism extends beyond conventional loyalty mechanisms. It encapsulates the cultivation of shared identities, active participation in brand communities, and emotional reciprocity between brands and customers. By leveraging AR and VR, brands can create ecosystems within which customers perceive themselves not just as purchasers but as integral members of a cohesive tribal collective centered around shared values and experiences. This process is particularly salient in the retail and social media domains, where platforms like Instagram serve as incubators for customer-driven brand narratives, mutual exchange among community members, and the organic amplification of brand value. Implications for Management and Future Research: From a managerial perspective, this research conveys actionable insights for digital marketers, designers, and brand managers seeking innovative pathways to foster closer relationships with customers. Businesses are encouraged to explore AR and VR integration across diverse customer engagement phases, including product demonstration, user feedback systems, and post-purchase customer care. Special attention should be paid to geographically and culturally diverse market segments, as adoption rates may vary significantly in markets characterized by distinct consumer habits, preferences, and socioeconomic factors. Future research should delve into: Assessing the longitudinal impacts of AR and VR on sustained brand tribalism. Exploring comparative adoption trends based on demographic, cultural, and geographic considerations. Customizing AR and VR experiences to suit varying levels of technological aptitude among consumers. Investigating advanced hybrid models combining AR/VR with other emerging technologies, such as Artificial Intelligence (AI) and blockchain. Conclusion: AR and VR technologies are revolutionizing the customer-brand dynamic by transforming consumers into active participants in their brand experiences. They offer businesses unprecedented opportunities to achieve greater customer engagement, loyalty, and long-term profitability. As this study demonstrates, AR and VR enable brands to transcend traditional market interactions, creating environments of shared meaning, emotional reciprocity, and collaborative belonging. https://jibm.ut.ac.ir/article_102180.html Objective: Since the employee establishes working and emotional relationships with customers through formal and informal interactions; These relationships should be aligned with the company's organizational identity. Therefore, the current research was conducted with the aim of providing a practical model for companies active in the fintech industry, especially in the field of payment, with the title of designing an alignment model of employee personal branding and the Corporate brand with an inter-company customer experience management approach. Methods: The research paradigm is pragmatic and its approach is inductive. In terms of its overall purpose and orientation, it is a developmental-applied study, and in terms of its method, it is an exploratory research conducted using a mixed method (qualitative-quantitative). In this research, the method of systematic Grounded was used to design to design a model in the qualitative section The statistical population in the qualitative section was expert university professors in the field of branding and active supervisors, consultants, assistants, and managers in the country's payment sector in Tehran who were familiar with the topics of personal branding, corporate branding, and customer experience management The snowball sampling method was used for sampling, which is a non-probability method. Sampling adequacy was achieved by theoretical sampling method, which after conducting semi-structured interviews with 7 university professors and 17 experts in the field of payment, theoretical saturation was achieved and data collection was stopped. The statistical population in the quantitative section was experts, heads and managers of units, and vice presidents of various areas of the FinTech industry as customers of payment companies in Tehran who were familiar with marketing, branding, and customer orientation issues. Using the convenience sampling method, 450 people were selected as sample members. The method of data collection in the quantitative section, which was conducted using a descriptive-survey method, was a researcher-made questionnaire based on the findings from the qualitative section. Results: Research findings in the qualitative section that were obtained after the coding process based on three stages of open coding, axial coding and selective coding, it showed that a total of 140 concept were obtained from the collected data and through coding it was transformed into 35 sub-categories and finally 6 main categories related to the main subject of the research. Also, structural equation modeling and SmartPLS3 software were used to quantitatively analyze the data obtained from the proportionality questionnaire, and it indicated that the alignment model of personal branding of the employee and the Corporate brand in the fintech industry has a favorable fit with the approach of inter-company customer experience management. Conclusion: The results of the research showed that the dimensions of alignment between employee personal branding and the company brand as a central category can be classified into 6 dimensions: brand identity, brand endorsement, Brand Allegiance, brand positioning, Brand Consistent Behaviour, and Brand communication, which are derived from a total of 27 concepts. The outcomes of the research model were also categorized into individual outcomes, company-related outcomes, customer-related outcomes, and social outcomes. The results of the hypothesis test in the quantitative section also showed that causal conditions affect the central category, the central category affects strategies, contextual conditions affect strategies, intervening conditions affect strategies, and strategies affect outcomes. https://jibm.ut.ac.ir/article_102181.html Objective Sensory marketing refers to the use of human senses—such as smell, hearing, taste, sight, and touch—to attract customers and create a unique experience. This type of marketing aims to establish a deeper and more lasting connection with customers by influencing their emotions and sensory experiences (Pandey & Tripathi, 2025). However, sensory marketing alone may not have a substantial impact, and the presence of complementary factors is necessary for its effectiveness. Exploring the role of these complementary factors can aid in developing more effective marketing strategies and crafting engaging customer experiences (Gao & Shen, 2024). Increasing competition among stores means facing a greater number of strong and diverse competitors, all striving to attract customers. Under such circumstances, innovative in-store marketing methods become critical, as heightened competition necessitates enhanced customer experiences and grabbing their attention. Leveraging advanced technologies, designing personalized shopping experiences, and utilizing sensory marketing can help attract and retain customers (Pal et al., 2025). The current study examines the moderating role of brand reputation and store image in the relationship between sensory marketing and consumer behavioral tendencies. Methodology This applied research focuses on a statistical population comprising all customers of Ofogh Kourosh stores in Tehran, from which a sample of 384 individuals was selected. Data collection was conducted through a questionnaire, consisting of 10 dimensions and 35 items. Additionally, the Partial Least Squares (PLS) technique was employed for data analysis and hypothesis testing. Findings The first hypothesis revealed that sensory marketing has a positive and significant impact on brand experience and brand attachment. The second hypothesis showed that brand experience has a positive and significant impact on brand attachment. The third hypothesis indicated that store image moderates the relationship between sensory marketing, brand experience, and brand attachment. The fourth hypothesis demonstrated that emotional attachment has a positive and significant effect on brand equity, brand trust, and brand loyalty. The fifth hypothesis found that brand equity positively and significantly impacts customer satisfaction. The sixth hypothesis revealed that brand trust positively and significantly influences brand loyalty and customer engagement. The seventh hypothesis suggested that brand reputation moderates the relationship between trust and brand loyalty. The eighth hypothesis established that satisfaction positively and significantly influences loyalty. The ninth hypothesis showed that customer engagement positively and significantly affects brand loyalty. Conclusion In a comprehensive explanation of the hypotheses in this study, it can be concluded that sensory marketing, by leveraging multi-sensory elements such as sound, visuals, scent, taste, and touch, effectively fosters strong emotional bonds between customers and brands. This form of marketing, on one hand, creates an immersive and engaging environment for customers by relying on principles of sensory experience design, influencing their perception and decision-making. On the other hand, through the evocation of positive emotions and pleasant memories, it significantly strengthens emotional connections with the brand. Based on theories such as emotional memory, environmental perception, and emotional attachment, it becomes clear that these sensory interactions lead to more positive brand perceptions, increased perceived value, and the development of long-term customer relationships. Furthermore, variables such as trust, brand reputation, customer satisfaction, and consumer involvement serve as mediating or facilitating factors in this process. Trust in the brand and its reputation act as foundational signals of quality, legitimacy, and reliability, paving the way for continued customer engagement. In addition, customer satisfaction—arising from positive experiences—and active involvement with the brand contribute to the development of both behavioral and emotional loyalty. These findings, grounded in theories such as social trust, customer value, and consumer involvement, demonstrate that sensory marketing goes beyond creating momentary experiences and plays a fundamental role in building a sustainable, emotional, and profitable relationship between the brand and the consumer https://jibm.ut.ac.ir/article_102365.html Objective: Small and medium-sized companies are more affected by crisis situations than large companies due to resource constraints. Marketing in these situations requires responsive and flexible approaches. The objective of this research is to design a responsive marketing strategy model for small and medium-sized companies in crisis situations. The importance and responsiveness of the marketing department in companies is always discussed by managers of various industries and organizations, and the importance of this issue increases in crisis situations. Crisis is defined as one or a set of events that disrupt operations and threaten the life of an organization, industry, nation or society. Crisis and disaster are used to understand the challenges ahead. The present research seeks to determine what the responsive marketing strategy model for small and medium-sized companies in crisis situations is and what components and indicators it has. In fact, the innovation of the present research comes from presenting a responsive marketing strategy model in crisis situations in small companies. Method: This research uses the data-driven method to answer the research question and present the model. One of the powerful and effective techniques in qualitative research is the in-depth analysis of data through field collection and interpretation. The statistical population of 17 people, including 12 marketing experts, who are marketing department managers and 5 university faculty members in the field of marketing. The data of this study were collected through semi-structured interviews. Snowball sampling method was used for sampling. The data analysis process was carried out in three stages according to the Strauss and Corbin approach: open coding, axial coding, and selective coding. In the open coding stage, concepts and categories were extracted from the data, and in the axial coding stage, these categories were separated into main and subcategories and related to each other. Finally, in the selective coding stage, a comprehensive theory was developed based on the relationship between different categories. Findings: The study showed that a responsive marketing strategy in crisis situations is based on several key factors, including organizational flexibility, customer relationship management, the use of digital technologies, supply chain optimization, and innovation in strategies. These factors help companies to successfully manage the crisis and remain competitive in the market. Conclusion: The study shows that organizations should pay special attention to flexibility, innovation, and effective management of customer relationships to deal with crises. Given the changing economic and social conditions, companies should continuously review their strategies and increase their ability to respond to crises by using digital technologies and effective communications. Key success factors include ability in supply chain management, using data for market analysis, and developing innovative strategies. Also, close communication with customers and paying attention to their needs during the crisis will maintain customer loyalty and increase the competitive power of companies. https://jibm.ut.ac.ir/article_103456.html Abstract Objective: Brands are unique intangible assets that provide a point of differentiation and sustainable competitive advantage. However, the realization of brand differentiation, which can bring sustainable competitive advantages, requires strategic management of brands. Therefore, it is essential that companies have a proper understanding of strategic brand management in order to achieve effective value creation. Methodology: In terms of purpose, the research is practical and in terms of the method of data collection, it is a descriptive survey type. The statistical population is 420 people, of which a statistical sample of 201 people was extracted according to Morgan's sample size determination table. The sampling method is available sampling and a questionnaire was used to collect data. Findings: In this research, using structural equation modeling through Lisrel software, model fitting and hypothesis testing have been done. Conclusions: The results showed that the causal conditions (government and media support, competition between domestic producers, the globalization of the culture of using cosmetics and health products and helping to develop non-oil exports), the background conditions (the establishment of knowledge companies) Foundation and research of international marketing for consulting activities and communication, review of all laws and standards of international markets and review of the status of macroeconomic indicators), interfering conditions (consistency limits of cosmetics industry products) with the environment and sustainability and the challenge of adapting to the local culture of each country) and strategies (segmentation of international markets, targeting in the international market and positioning in the international market) on the strategic management of the international brand have a positive and significant effect. International brand strategic management has a positive and significant effect on the country's economic growth, improving the value of the national brand and gaining a competitive advantage. Abstract Objective: Brands are unique intangible assets that provide a point of differentiation and sustainable competitive advantage. However, the realization of brand differentiation, which can bring sustainable competitive advantages, requires strategic management of brands. Therefore, it is essential that companies have a proper understanding of strategic brand management in order to achieve effective value creation. Methodology: In terms of purpose, the research is practical and in terms of the method of data collection, it is a descriptive survey type. The statistical population is 420 people, of which a statistical sample of 201 people was extracted according to Morgan's sample size determination table. The sampling method is available sampling and a questionnaire was used to collect data. Findings: In this research, using structural equation modeling through Lisrel software, model fitting and hypothesis testing have been done. Conclusions: The results showed that the causal conditions (government and media support, competition between domestic producers, the globalization of the culture of using cosmetics and health products and helping to develop non-oil exports), the background conditions (the establishment of knowledge companies) Foundation and research of international marketing for consulting activities and communication, review of all laws and standards of international markets and review of the status of macroeconomic indicators), interfering conditions (consistency limits of cosmetics industry products) with the environment and sustainability and the challenge of adapting to the local culture of each country) and strategies (segmentation of international markets, targeting in the international market and positioning in the international market) on the strategic management of the international brand have a positive and significant effect. International brand strategic management has a positive and significant effect on the country's economic growth, improving the value of the national brand and gaining a competitive advantage. https://jibm.ut.ac.ir/article_103759.html Objective: The sporting goods manufacturing industry, as a dynamic and thriving sector of the global economy, plays a significant role in economic growth, job creation, and the promotion of health culture. With increasing demand for sporting goods due to lifestyle changes and growing health awareness, competition in this market has intensified. Manufacturers face challenges such as supply chain management, innovation, marketing, and compliance with international standards. Therefore, developing a comprehensive model to identify the key success factors for these companies is essential. This study aimed to design a success model for sporting goods manufacturing companies in global markets, identifying critical success factors and proposing operational strategies to enhance competitiveness. Methodology: This qualitative study employed the grounded theory approach (Strauss and Corbin's systematic method) to explore the success model for sporting goods manufacturers in global markets. The study population included three groups: faculty members, sports science experts, and industry executives, selected through purposive sampling and snowball techniques. In-depth semi-structured interviews were conducted with 12 experts until theoretical saturation was achieved. Data were primarily collected in person, with some telephone interviews, following informed consent and ethical guidelines. The data were analyzed using MAXQDA 2020 software through three coding stages: open, axial, and selective. To ensure validity, four criteria—credibility, transferability, dependability, and confirmability—were applied. Findings: The findings revealed that the success of sporting goods manufacturing companies in global markets is influenced by five main components. In terms of causal conditions, factors such as product quality, market research, and positive product testing outcomes were identified as key elements that play a critical role in creating competitive advantage. Contextual conditions, including economic and political stability, access to technology, adequate infrastructure, and increased public awareness of sports, provide a supportive foundation for the effective operation of these companies. Meanwhile, intervening conditions—such as intense competition, legal challenges, shifts in consumer preferences, and financial constraints—serve as significant barriers to success. To overcome these challenges and achieve their objectives, companies have adopted strategies such as improving quality and innovation, expanding into new markets, effective supply chain management, and implementing appropriate pricing strategies. The implementation of these strategies has led to outcomes such as increased market share, enhanced brand image, and improved profitability. Conclusion: The results demonstrated that the success of sporting goods manufacturers in global markets requires a comprehensive, multidimensional approach. This entails simultaneous attention to internal factors (e.g., product quality, innovation, supply chain management, human capital) and external factors (e.g., economic and political conditions, global competition, consumer preferences). Additionally, implementing strategic initiatives in marketing, pricing, product development, and digital transformation, along with adaptability to market dynamics, is critical for achieving sustainable competitive advantage. The proposed model serves as a practical framework for policymakers, industry leaders, and sports sector stakeholders. It not only aids companies in strengthening their global market position but also identifies strengths and weaknesses to facilitate continuous improvement and sustainable development. Furthermore, the findings provide a foundation for future research in international management, sports marketing, and export development. Finally, incorporating cultural considerations, emerging technologies, and environmental sustainability can further enhance this model, supporting long-term global success. https://jibm.ut.ac.ir/article_103774.html Purpose: With the expansion of discursive approaches in strategic management studies, language has moved beyond being a mere vehicle for message transmission and is now recognized as an active force in shaping, interpreting, and implementing organizational strategy. Within this perspective, the role of language in constructing organizational realities, producing legitimacy, and facilitating strategic interactions has increasingly gained scholarly attention. This study aims to identify, categorize, and analyze the linguistic tools utilized in the process of strategy implementation. By developing a conceptual framework, the study seeks to provide a coherent understanding of how language functions within strategic practice and to address conceptual gaps in the fragmented existing literature. Methodology: This research adopts a qualitative meta-synthesis methodology, based on the seven-phase framework proposed by Sandelowski and Barroso. Initially, a systematic search was conducted in the Scopus database using a combination of keywords related to discourse, language, and strategy, yielding a total of 1,939 articles. Following the PRISMA screening protocol and quality assessment using the CASP checklist, 64 eligible qualitative studies were selected for analysis. The data were coded and analyzed using MAXQDA software across three levels: open coding, axial coding, and thematic categorization. Additionally, the discursive level of each linguistic tool was analyzed across four layers—micro, meso, grand, and mega—based on the framework by Alvesson and Kärreman (2000), in order to determine their functional positions within organizational interactions. Findings: The analysis yielded 162 open codes, which were then synthesized into 45 axial codes. Ultimately, these were grouped into eight main conceptual categories, each representing a key linguistic tool involved in strategy implementation: 1. Metaphor 2. Narrative 3. Storytelling 4. Rhetoric 5. Humor 6. Politeness 7. Ideology 8. Sensemaking The analysis of these tools across different discourse levels revealed that metaphor, sensemaking, and narrative operate across all four levels (micro, meso, grand, and mega) and play structural roles in meaning-making and guiding strategic actions. In contrast, tools such as humor and politeness predominantly function at the micro and meso levels (individual and group interactions), contributing to relationship management, maintenance of hierarchy, and conflict reduction. Rhetoric and ideology primarily operate at the grand and mega levels, facilitating the legitimation of strategic decisions, the stabilization of organizational culture, and the institutionalization of dominant discourses. Functionally, each linguistic tool plays multiple roles, including persuasion, legitimation, meaning construction, identity formation, coherence-building, and even resistance. For example, metaphors help simplify and concretize abstract strategic concepts; narratives foster semantic coherence and organizational memory; storytelling evokes emotional engagement and empathy; rhetoric reinforces power structures; humor serves to normalize or question norms; politeness maintains face and authority; ideology provides interpretive frameworks and discursive control; and sensemaking acts as a foundational process for navigating ambiguity. Conclusion: This study demonstrates that language in organizations is not merely a medium for conveying strategy, but rather a dynamic foundation for its creation, interpretation, and implementation. The linguistic tools identified here are discursive agents through which organizational actors construct meaning, exert influence, resist, or align with strategic goals. The conceptual framework developed in this meta-synthesis facilitates a more nuanced and practical analysis of how language contributes to the enactment of strategy at multiple discursive levels. From a theoretical perspective, this study integrates fragmented findings and offers a functional typology of linguistic tools, thereby enriching the literature on “strategy as discourse.” From a practical standpoint, the findings can help managers, consultants, and strategists consciously leverage these tools to interpret change, legitimize decisions, reduce resistance, and enhance organizational coherence. https://jibm.ut.ac.ir/article_104154.html Purpose: In today’s world, saturated with digital clutter and overwhelming data, consumers face significant confusion. The information overload leads to digital fatigue and visual exhaustion. Minimalism, originally rooted in architecture and interior design, is now making its way into marketing. Marketers are working to enhance user experience and simplify interfaces to foster a more pleasant perception and clearer understanding of product evaluation and brand authenticity. By using minimalist color schemes and designs, they aim to improve product perception and, ultimately, boost consumer engagement and purchase intention. Digital minimalism, with its "less is more" philosophy, not only promotes environmental sustainability but also seeks to improve consumer perception while maintaining profitability. This study aims to enhance two elements of sensory digital marketing—color and design—to reduce consumer confusion and improve perceptions of product and brand authenticity, thereby increasing purchase intention. The importance of this research lies in the growing relevance of minimalist philosophy among the new generation of consumers, making it increasingly significant for the success of advertising, marketing communications, and sales campaigns. Methodology: From a research philosophy standpoint, this study adopts an interpretivist approach; methodologically, it is inductive and follows an archival and documentary strategy. The research employs a single qualitative method with a longitudinal time horizon. The study is based on a systematic literature review using the Boland et al. method, which consists of three steps: 1) planning, 2) conducting the systematic review, and 3) reporting the review. Sixteen international articles from the past 20 years were selected from over 400 screened articles, based on their relevance to the research topic. These articles were analyzed through coding using MaxQDA software. Keywords used in searching domestic and international databases—such as Scopus, Web of Science, SID, and Noormags—over the past two decades included: digital markets, minimalism, sensory marketing, color, design, and consumer purchase behavior. Findings: The study’s findings indicate that product packaging color and design, as well as advertising elements, are two crucial aspects of minimalist sensory digital marketing that influence consumer perception. These factors affect evaluations of product characteristics—such as purity, healthiness, and perceived cost—as well as brand-related assessments, including authenticity, brand equity, and luxury perception. For instance, excessive colorfulness in packaging and advertising can reduce the perceived purity of a product, while visual complexity may diminish perceptions of its healthiness. Sensory digital marketing design must consider the different types of minimalist consumers (minimalist segments) and tailor colors and designs accordingly, providing personalized experiences for each segment. Packaging design—both in terms of color and visual layout—impacts brand authenticity, with consumers often perceiving design simplicity as a sign of brand genuineness. Proper minimalist design can reduce confusion and facilitate consumer decision-making, positively influencing purchase intention and consumer interaction. Moreover, digital minimalism can foster positive environmental perceptions among consumers, further enhancing their engagement and purchase intention. https://jibm.ut.ac.ir/article_104155.html : This study aims to design, develop, and present a comprehensive, data-driven framework for assessing the readiness level of the entrepreneurial ecosystem in Iran. The necessity of this research stems from the fact that, in recent years, many policy and operational interventions have been implemented without relying on scientific, evidence-based models, leading to non-targeted resource allocation and reduced effectiveness of actions. The proposed framework is not only capable of identifying and prioritizing key dimensions and components of the ecosystem, but is also designed to enable continuous monitoring of the current status, comparative analysis with other ecosystems, and informed decision-making. The main audience for this framework includes policymakers, support institutions, investors, startup stakeholders, and researchers in the field of innovation. This research adopts a quantitative, multi-stage approach consisting of a systematic review, the Fuzzy Delphi method, and the Best–Worst Method (BWM). First, using a meta-synthesis approach, the theoretical literature and empirical studies related to entrepreneurial ecosystem assessment were reviewed and analyzed, resulting in the identification of a broad set of initial components. These components were then structured into a questionnaire and presented to a panel of national experts, with the Fuzzy Delphi method applied to evaluate, refine, and reach consensus on them. This step removed less influential components and enhanced the scientific validity of the final list. Next, the selected components were categorized according to Isenberg’s six-dimensional model to provide a comprehensive analytical framework. Finally, the components were ranked and prioritized using the BWM. This combination of methods improved the model’s accuracy, reliability, and replicability. The analyses revealed three major dimensions—Finance, Human Capital, and Markets—as the primary drivers influencing the readiness level of the entrepreneurial ecosystem. The Finance dimension encompasses factors facilitating resource acquisition for new and innovative ventures. Human Capital focuses on cultivating knowledge, skills, and technological capacity—critical elements for the survival, growth, and competitiveness of innovative businesses. The Markets dimension highlights the importance of competitive structures, the capacity to absorb innovations, and opportunities for entrepreneurial growth. Meanwhile, the dimensions of Supportive Institutions, Policy, and Entrepreneurial Culture, although having less direct weight, play a fundamental role in fostering interaction and cohesion among other ecosystem components. The developed framework, simultaneously leveraging Isenberg’s six-dimensional model and two robust analytical methods, provides an effective tool for evaluating entrepreneurial ecosystems and monitoring their evolution. Findings indicate that policy emphasis on diversifying financial resources, investing in skill enhancement and entrepreneurship education, and developing transparent and competitive markets can significantly improve ecosystem readiness and resilience. Furthermore, strengthening supportive institutions, establishing stable policies, and cultivating an innovation-friendly culture are essential to achieve a sustainable and adaptive ecosystem. This framework offers a solid foundation for forward-looking, evidence-based policymaking and can outline a coherent pathway toward entrepreneurial ecosystem development in the country. https://jibm.ut.ac.ir/article_104191.html Objective: In the national economy of Iran, special economic zones play a vital role as engines driving foreign trade and foreign exchange. Among them, the Pars Energy Special Economic Zone, focusing on the export of high-value products such as petrochemical products, gas condensates, and petroleum products, has an unparalleled position. However, not all exports from this region are equally effective in foreign exchange earnings, and identifying the factors that lead to the creation of high foreign exchange value can lead to the optimal allocation of resources, the regulation of incentive policies, and ultimately, the maximization of the country's foreign exchange earnings. Understanding this necessity, this study was designed and implemented with the aim of identifying the key factors affecting high-value exports in this strategic region in a scientific and data-driven manner. Method: The statistical population of the study includes all export transaction data of the Pars Energy Special Economic Zone in the six-year period from 2018 to 2024, which amounts to 35,000 real records. This extensive data was used to train and test predictive models. After the data preprocessing stage, three powerful and widely used machine learning algorithms including decision tree, random forest and support vector machine (SVM) were used to analyze the data. The created models were evaluated and compared with the accuracy criterion to determine the most efficient method in predicting high foreign exchange earnings under study. Findings: The results of running the models on real export data indicated the clear superiority of tree-based models. The decision tree model with an accuracy of 85.36% and the random forest model with an accuracy of 85.08% showed the best performance in identifying high foreign exchange earnings. This was while the support vector machine (SVM) model with an accuracy of 73.77% had a weaker performance. The reason for this can be attributed to the nature of the data and the complex distribution of classification boundaries, which linear models such as SVM face challenges in separating. In addition, the Feature Importance analysis in the decision tree and random forest models, which were among the most accurate models, identified three key factors as the most influential variables in predicting high exchange rate: the name of the product (product type) was identified as the most important factor, and the destination country of the export market was the second most important factor. Factors such as geographical distance, trade conditions and bilateral agreements, economic stability of the destination country, and ability to pay directly affect the transaction value. Exporting to specific markets can bring much greater profitability. Packaging Efficiency This finding, contrary to the popular belief that packaging is only a marginal factor, shows that the standard and optimality of packaging (in terms of maintaining quality, reducing waste, complying with international standards, and reducing logistics costs) has a direct and significant impact on the final value of exports. Conclusion: This research empirically demonstrated that machine learning algorithms, especially tree models, have a high ability to identify hidden patterns in large export data and predict factors affecting high foreign exchange earnings. The results of this study can be a basis for designing data-driven export policies and focusing on products and target markets with the highest foreign exchange returns. https://jibm.ut.ac.ir/article_104259.html Objective The primary objective of this research was to investigate the impact of brand ethical claims on customers' ethical consumption behavior and their purchase intention toward ethical products. In an era where consumers increasingly prioritize sustainability, transparency, and social responsibility, understanding how ethical claims influence consumer behavior is critical for brands aiming to align with these values. Specifically, the study focused on exploring whether ethical claims made by brands can foster trust, enhance brand image, and ultimately drive the adoption of ethical products. The research sought to provide actionable insights for companies, particularly those in the consumer goods sector, to strengthen their ethical branding strategies and promote sustainable consumption patterns. By examining the case of Pegah Golestan Company, a prominent producer of consumer goods, the study aimed to contribute to the growing body of literature on ethical marketing and consumer behavior, while offering practical recommendations for businesses to leverage ethical claims effectively. Methodology This research adopted a quantitative, descriptive-survey approach with an applied orientation, aiming to provide practical implications for businesses. The target population consisted of all customers consuming products from Pegah Golestan Company in Golestan, Iran. Based on Morgan’s sample size table, a sample of 384 customers was selected using a non-probability convenience sampling method, ensuring accessibility and representativeness within the study’s constraints. Data were collected through a standardized questionnaire designed to measure variables such as perceptions of ethical claims, ethical consumption behavior, and purchase intention. The questionnaire’s reliability and validity were pre-tested to ensure accuracy in capturing the intended constructs. For data analysis, descriptive statistics, including mean and standard deviation, were employed to summarize the data. Inferential statistics were conducted using SPSS and SmartPLS 3 software to test the research hypotheses, specifically focusing on the structural relationships between ethical claims, ethical consumption behavior, and purchase intention. The use of partial least squares structural equation modeling (PLS-SEM) in SmartPLS allowed for robust analysis of the complex relationships among latent variables, ensuring the reliability of the findings. Findings The results of the study revealed a significant and positive relationship between brand ethical claims and customers’ ethical consumption behavior. Specifically, customers who paid attention to the ethical claims made by Pegah Golestan Company demonstrated a higher likelihood of engaging in ethical consumption practices and expressing purchase intention toward ethical products. The statistical analysis confirmed that ethical claims significantly influenced consumer trust, which in turn mediated the relationship between ethical claims and purchase intention. Customers who perceived the brand’s ethical claims as transparent and authentic were more inclined to trust the brand, leading to increased loyalty and preference for its ethical products. Furthermore, the findings highlighted that ethical claims emphasizing sustainability, fair trade, and social responsibility resonated strongly with the sample population, reinforcing their decision to choose ethical products over conventional alternatives. The study also identified that the clarity and consistency of ethical claims were critical factors in shaping consumer perceptions, with vague or unsubstantiated claims potentially undermining trust. Overall, the results underscored the pivotal role of ethical claims in driving ethical consumption and fostering positive consumer-brand relationships. Conclusion This research provides compelling evidence that brand ethical claims play a crucial role in shaping customers’ ethical consumption behavior and purchase intention. The findings suggest that brands, particularly those in the consumer goods industry like Pegah Golestan, should prioritize transparency, authenticity, and consistency in their ethical claims to build consumer trust and encourage ethical purchasing decisions. By aligning their marketing strategies with ethical values, brands can enhance their image, strengthen customer loyalty, and contribute to sustainable consumption trends. The study’s implications extend beyond the specific context of Pegah Golestan, offering broader insights for businesses seeking to integrate ethical considerations into their branding efforts. To maximize the impact of ethical claims, companies should invest in clear communication, third-party certifications, and tangible actions that substantiate their claims, thereby fostering consumer confidence. Future research could explore the moderating effects of demographic factors or cultural contexts on the relationship between ethical claims and consumer behavior, as well as the long-term impact of ethical branding on brand equity. In conclusion, ethical claims represent a powerful tool for brands to differentiate themselves in competitive markets, promote ethical consumption, and contribute to a more sustainable future https://jibm.ut.ac.ir/article_104363.html Abstract: Purpose: In today’s competitive landscape, where organizations seek to enhance customer-oriented behaviors and sales force performance, integrated sales force management practices represent a critical influential variable. These factors directly impact customer satisfaction and, ultimately, organizational financial success. However, pressure to achieve specific, measurable results may act as a moderating factor in the effect of High-Performance Work Systems (HPWS) on customer-oriented behaviors and sales force performance. This study examines the impact of HPWS on customer-oriented behaviors and sales force performance, while investigating the moderating role of pressure for results, within Koroush chain stores in Tehran. Methodology: This applied research employs a descriptive-analytical survey methodology. The statistical population comprises all sales personnel (N=2,800) in Koroush chain stores across Tehran. Using Cochran’s formula, a sample size of 338 was determined and selected via convenience sampling. Data was collected through library research and field methods, utilizing standardized questionnaires. Data analysis was performed using structural equation modeling (SEM) via SPSS and PLS software. Findings: Results indicate that HPWS exert a significant positive impact on customer-oriented behaviors (path coefficient = 0.71). HPWS significantly and positively affect sales force performance through the mediating role of customer-oriented behaviors (path coefficient = 0.578). Customer-oriented behaviors directly and significantly enhance sales force performance (path coefficient = 0.63). Furthermore, pressure for results significantly and negatively moderates the relationship between customer-oriented behaviors and sales force performance (path coefficient = -0.20). Conclusion: This study provides new insights into the mediating and moderating effects influencing how integrated sales force management practices enhance performance within Iran's retail industry. The results underscore the growing importance of HPWS and customer-oriented behaviors in improving sales force performance, while also highlighting the need to address the detrimental effects of pressure for results. Method: The research method is descriptive-analytical and is applied in nature. This study is of a survey type. The statistical population of this research includes all sales force employees in the chain stores of Ofogh Kourosh in Tehran, which amounts to 2,810 individuals. The sample size was determined to be 338 people using Cochran's formula, and they were selected through a convenience sampling method. Data collection in this study was conducted through both library and field methods. In the field method, the tool used was a questionnaire, which utilized standard questionnaires. Data analysis was also performed using structural equation modeling with the software SPSS and PLS. Findings: The results indicate that high-performance work systems have a positive and significant impact on customer-oriented behaviors with a path coefficient of 0.71; high-performance work systems, through the mediating role of customer-oriented behaviors, have a positive and significant impact on sales force performance with a path coefficient of 0.578; customer-oriented behaviors have a positive and significant impact on sales force performance with a path coefficient of 0.63, and the pressure for results, with a path coefficient of -0.20, negatively and significantly moderates the relationship between customer-oriented behaviors and sales force performance. Conclusion: Overall, the results of this research provide new insights into the specific mediating and moderating mechanisms by which integrated sales management policies can enhance the performance of sales personnel in the retail sector. These findings highlight the importance of high-performance work systems and customer-oriented behaviors in improving sales force performance, while the negative impacts of pressure for results should be taken into consideration. Keywords: Customer-oriented behaviors, High-performance work systems, Pressure for results, Sales force management, Sales force performance. https://jibm.ut.ac.ir/article_104366.html Objective: Strategy implementation is the phase of transforming ideas and objectives into practical actions. Due to its broad dimensions and numerous challenges, it is considered one of the most complex and valuable organizational capabilities. In today's competitive world, characterized by resource constraints, strategy implementation plays a pivotal role in organizational success. Organizations with a cohesive and balanced strategy implementation process tend to exhibit more sustainable performance and greater effectiveness in their activities. In essence, strategy implementation involves institutionalizing the strategy, which serves as the foundation for implementation. The essence of open strategy emphasizes broad participation by experts and internal and external stakeholders, leveraging information technology tools to enhance transparency, flexibility, and inclusiveness, thereby creating a new framework for strategy implementation. This study aims to provide a comprehensive classification of research conducted in the field of strategy implementation, with an emphasis on open strategy, and to identify and map the scientific trends in this area of study. Method: This study is a descriptive-analytical research study that examines and conducts a bibliographic analysis of studies related to strategy implementation and open strategy. The research population includes all scientific outputs in this field indexed in the Web of Science and Scopus databases during the period from 2000 to 2024. The research data were analyzed using the R programming language, the Bibliometrix package, and the VOSviewer software, version 1.6. Result: Based on the search string used in the databases and after removing duplicates, a total of 673 articles were identified. The growth of related research began in 2016, with the highest number of studies published in 2023, amounting to 66 articles. The Strategic Management Journal received the highest number of citations, totaling 1,404. Additionally, in the co-occurrence analysis of keywords, eight clusters were identified: productivity management and leadership styles, performance of competitive organizations, improving project management processes and venture capital, corporate governance and finance, productivity and enhancement in global markets, economic platforms, transformative strategies for sustainable management, and digital transformation and collaborative innovation strategies. Conclusion: The analysis of the thematic structure of research related to strategy implementation with an open strategy approach indicates that this approach can provide a comprehensive response to many of the challenges in the strategy implementation process. Open strategy, emphasizing concepts such as innovation, transparency, inclusiveness, stakeholder engagement, and leveraging collaborative strategies, enables organizations to more effectively confront today’s complex and dynamic environments and conditions of uncertainty. This approach not only ensures survival and adaptability in difficult circumstances but also offers organizations the opportunity to use it as a catalyst for growth and economic development. Employing an open strategy allows organizations to enhance internal and external interactions, leverage resources, ideas, and experiences, improve decision-making processes, and achieve successful strategy implementation. https://jibm.ut.ac.ir/article_104629.html Objective: The present study aims to identify the role of sales discounts in triggering cognitive dissonance among customers in the fashion and apparel industry. With increasing competition in the clothing market and the widespread use of discounts as a promotional and incentive tool, it is essential to investigate the psychological effects of such practices on customer decision-making. Cognitive dissonance, as a type of internal conflict following a purchase decision, can lead to negative emotions, reduced customer loyalty, and even product returns. Accordingly, this research seeks to explore various dimensions of this dissonance within the context of sales discounts. Method: This study was conducted using a qualitative research method with a phenomenological approach. The aim of adopting this approach was to focus on consumer’s lived experiences and deeply examine their perceptions, emotions, and mental states when confronted with discount offers in clothing purchases. Phenomenology allows researchers to move beyond surface behaviors and access the deeper layers of human experience, particularly internal conflicts and mental dissonances. Accordingly, 15 customers who had previously experienced purchasing discounted clothing were purposively selected to ensure that participants had rich and relevant experiences related to the research topic. Semi-structured interviews were employed for data collection, allowing for open and flexible questioning and giving participants the freedom to express their thoughts, emotions, and doubts. The interviews were recorded, transcribed verbatim, and analyzed in three coding stages: open coding, axial coding, and selective coding. This process led to the identification of key themes, recurring patterns, and the extraction of core components related to discount-induced cognitive dissonance, providing a foundation for deeper analysis of their interrelationships. Findings: The findings indicated that the experience of purchasing discounted clothing can trigger a type of mental dissonance in customers. Initially, the gap between customers’ expectations regarding product quality and the actual experience post-purchase was found to be a major factor in generating doubt and distrust toward the brand. Additionally, customers engaged in a post-purchase re-evaluation process, experiencing feelings such as guilt, regret, and fear of having made a wrong choice. These reactions sometimes weakened the brand image and, in some cases, resulted in dissatisfaction and product returns. Furthermore, purcheses made under discount pressure were often associated with anxiety, time constraints, and the possibility of unplanned or unwanted purchases, all of which intensified confusion and dissatisfaction. Finally, weaknesses in discount management, such as lack of transparency, use of inappropriate or unfair discount types, and fostering customer dependency on discounts, played a significant role in deepening cognitive dissonance. Conclusion: Based on the findings, although discounts may appear attractive at first glance, they can lead to negative psychological outcomes for customers and, rather than fostering loyalty, may cause doubt and dissatisfaction. It is therefore recommended that managers in the fashion and apparel industry, when designing discount strategies, consider factors such as transparency in presenting discounts, fairness toward loyal customers, maintaining perceived product quality, avoiding time pressure, and preventing feelings of compulsion. Attention to these elements can help reduce cognitive dissonance and its negative effects on customer experience. https://jibm.ut.ac.ir/article_104630.html Objective: Today, the expansion of franchises has accelerated more than ever through the integration of business structure and model, customer value-based pricing strategies, competition-based pricing strategies, and cost-based pricing strategies. Price is one of the most flexible elements and components of the marketing mix that plays a direct role in the short-term profitability and cost-effectiveness and economic efficiency of a company. Franchises are now expanding, and the problem that most of them have is that their pricing is centralized and does not take into account local conditions. The purpose of the research is to achieve an appropriate organizational framework by identifying the factors affecting pricing. In the communication between the franchisor and the franchisee, trust, loyalty, and cooperation can lead to economies of scale in purchasing, advertising, research and development, branding, customer growth, optimal pricing, in short, gaining a competitive advantage. Method: The present study is applied in terms of purpose; In terms of inductive approach, qualitative strategy, and cross-sectional time, the method of data collection is interview. The participants in this study were managers of retail stores, restaurants, coffee shops, and chain confectioneries on both sides of the franchisor and franchisee, in the city of Tehran, as well as experts and professors in the field of business policy. The sample size was determined as 25 people using the theoretical saturation method. The Strauss and Carbone approach's grand theory was used to analyze the data. Findings: The results showed that initially 92 open codes were identified, and then 37 axial codes were extracted by removing duplicate and overlapping codes, and finally 5 selected codes were classified into the following dimensions: causal, contextual, intervening factors, strategies, and consequences. For the causal dimension, they include: price elasticity, price variation, geographic market characteristics, operating costs, inventories, demand fluctuations, and competition intensity. For the contextual dimension, they include: product brand, stable product price, laws and regulations, employing marketing experts, market demand and supply, monitoring and review, production, distribution, and sales costs, and customer recognition. For the interventional dimension, they include: pricing flexibility, market share, differential pricing, perceived value of the product to customers, type of product life stage, strategic position, and target customers. For the strategy dimension, they include: incentive policies, reference price, customer bargaining power, customer characteristics, product characteristics, price difference with competitors, price fairness, customer expected value, complementary and substitute products in the market, product uniqueness, and customer price awareness. For the consequences, they include: the possibility of new competitors entering the market, producer risk in New product introduction, product compatibility, and quantity discounts. Conclusion: All causal, contextual, and intervening factors will play an important role in the pricing structure, and by applying the determined pricing strategies, its consequences were also determined. Considering these factors, it can be said that interactive pricing can be the best pricing organization structure because all the identified factors indicate cooperation and coordination between the franchisor and the franchisee. https://jibm.ut.ac.ir/article_104730.html Purpose: This study aims to deeply analyze the impact of banking advertisements on the minds and subconscious of customers using cutting-edge cognitive neuroscience technologies (EEG-ERP) and a mixed-method (qualitative–quantitative) research approach. Given the rapid transformations in financial service marketing and the growing importance of understanding subconscious processes in purchase behavior, the present study seeks to move beyond traditional marketing tools by identifying the neural and emotional mechanisms that influence customer decisions. The research introduces a novel conceptual model of marketing based on neural data. With a specific focus on banking advertisements and Iranian customer behavior, this study uncovers key moments of influence, real-time neural responses, and emotional-cognitive stimuli that may enhance customer loyalty, increase trust, and accelerate purchasing decisions in financial services. Method: The research followed a mixed-method approach conducted in two complementary phases. In the qualitative phase, a multidisciplinary panel of experts—including psychologists, neuroscientists, advertising graphic designers, marketing professionals, and UX specialists—engaged in a deep analysis of Tejarat Bank’s promotional videos. Using multi-stage coding techniques, they extracted influential components and themes affecting viewers’ minds and subconscious. In the quantitative phase, a purposive sample of VIP customers of Tejarat Bank participated in EEG-ERP experiments conducted in a controlled lab environment. Their brain signals were recorded while watching the bank’s advertisements. Following data preprocessing, key neural indices such as P300, N400, theta, delta, alpha, and voltage variations were analyzed. Independent t-tests and ANOVA were applied to assess the significance of differences in neural responses. Integrating the qualitative and quantitative results, the study identified high-impact timeframes and corresponding content themes, leading to the development of a subconscious marketing conceptual model. Findings: The analysis of neural and content data revealed that customer reactions to banking advertisements are not linear or simplistic but are influenced by a complex network of visual cues, emotional stimuli, collective memories, cultural identity, and nostalgic narratives. Results indicated that in the initial seconds of the ad, triggering trust, invoking curiosity, and reinforcing brand identity played a pivotal role in capturing attention and mentally priming the audience to receive the message. EEG-ERP analysis demonstrated that signals such as P300, theta, and delta were significantly activated during these intervals, generating positive subconscious effects. Subsequently, emphasizing process simplicity, showcasing previous customer satisfaction, and highlighting loyalty rewards increased customer engagement and emotional attachment. Data showed that whenever banking processes were introduced transparently or real customer success stories were shared, positive neural responses significantly intensified. Furthermore, final messages focusing on hope, success, and forward-thinking had the greatest effect in imprinting the brand into the audience’s long-term memory. In contrast, warning or urgency-based messages lacking reassurance triggered subconscious resistance and even diminished brand trust. When aligned with recent global research (2025), including studies by Baker et al., Grönroos et al., Lim et al., Rust, and Chaffey & Ellis-Chadwick, the findings confirm that global trends in financial service marketing—especially digital banking—are increasingly reliant on neural data and subconscious consumer responses. Conclusion: This research confirms that the success of banking advertisements in the digital and competitive era depends on multilayered, intelligent message design rooted in subconscious mechanisms, rapid trust-building, positive storytelling, showcasing successful customer experiences, and inspiring, hopeful conclusions. The EEG-ERP tool not only enables objective measurement of advertisement effectiveness but also paves the way for personalized marketing strategies, enhanced customer loyalty, and greater customer lifetime value. The study also cautions that overusing urgent or alarming messages without offering clear benefits and solutions can severely damage customer trust and loyalty. Accordingly, banks and financial institutions should integrate cognitive neuroscience findings and modern technologies by forming synergistic teams of marketing, data science, and neuroscience experts to co-create impactful and distinctive customer experiences. The conceptual model proposed in this study serves as a forward-looking framework for transforming banking service marketing and stands as a pioneering example of integrating marketing knowledge, neuroscience, and digital technology. https://jibm.ut.ac.ir/article_105283.html Abstract The purpose of this study is to identify the causal factors affecting sustainable marketing strategic orientation in team resilience, with a focus on green innovation and absorptive capacity. A mixed-method approach was adopted, combining qualitative grounded theory (Atlas.ti 7) and quantitative structural equation modeling using Smart PLS-SEM for data analysis. Two types of questionnaires were used for data collection: an unstructured questionnaire in the qualitative phase and a semi-structured one in the quantitative phase. The statistical population consists of business experts and scholars, including university professors from the University of Tehran and Mohaghegh Ardabili University in the fields of management, marketing, entrepreneurship, and innovation, as well as managers of knowledge-based companies in Tehran province at operational, middle, and senior levels in the financial sector. Additionally, senior managers of knowledge-based enterprises located in science and technology parks in Tehran with experience in corporate strategic planning were included. The results led to the development of a model comprising three main components influencing absorptive capacity: green innovation (β = 0.559, P = 0.00), team learning (β = 0.407, P = 0.00), and causal factors of sustainable strategic orientation (β = 0.226, P = 0.00). Accordingly, the findings demonstrate that absorptive capacity and green innovation play key causal and influential roles in strengthening sustainable marketing strategic orientation, while team learning acts as a reinforcing construct within this process. Results: The qualitative model revealed the causal and contextual relationships among the variables, demonstrating that absorptive capacity and green innovation act as key causal factors in advancing sustainable strategic marketing orientation, while team learning serves as a reinforcing construct within this process. Subsequently, the proposed model was tested using structural equation modeling. The final model consisted of three interconnected dimensions of sustainable strategic marketing orientation: green innovation, team learning, and the causal factors influencing absorptive capacity. Conclusion: The findings led to the development of a model with three main components: green innovation, team learning, and the causal factors of sustainable strategic orientation on absorptive capacity. Keywords: Strategic Marketing Orientation, Sustainable Marketing, Team Resilience, Green Innovation, Absorptive Capacity. The qualitative model revealed the causal and contextual relationships among the variables, demonstrating that absorptive capacity and green innovation act as key causal factors in advancing sustainable strategic marketing orientation, while team learning serves as a reinforcing construct within this process. Subsequently, the proposed model was tested using structural equation modeling. The final model consisted of three interconnected dimensions of sustainable strategic marketing orientation: green innovation, team learning, and the causal factors influencing absorptive capacity. This study employs a mixed-method approach: qualitative (grounded theory using Atlas.ti-07) and quantitative (structural equation modeling using SmartPLS-SEM) to analyze the collected data. For data gathering, two questionnaires were used: an unstructured one in the qualitative phase and a semi-structured one in the quantitative phase. The statistical population consists of business experts and scholars, including university professors from the University of Tehran and Mohaghegh Ardabili University in the fields of management, marketing, entrepreneurship, and innovation, as well as managers of knowledge-based companies in Tehran Province at operational, middle, and senior levels in the financial sector, along with senior managers of knowledge-based businesses located in Tehran’s science and technology parks who have prior experience in corporate strategy formulation. https://jibm.ut.ac.ir/article_105368.html Objective: Despite the growing attention to internal marketing, a theoretical gap remains in understanding how it influences employees’ behavioral outcomes through internal mechanisms. This study addresses this gap by examining the mediating role of internal market orientation in the relationship between internal marketing programs (empowerment, transparent communication, and participation in decision-making) and their outcomes, including organizational identity, job satisfaction, and customer-oriented behaviors. The novelty of this research lies in proposing a comprehensive and context-specific model that explains how internal marketing initiatives shape employees’ psychological and behavioral responses in service organizations. Method: The research adopts an applied, descriptive-correlational design, employing structural equation modeling with a partial least squares (PLS-SEM 3) approach to test hypotheses. Data were collected via a five-point Likert scale questionnaire from 414 employees of Bank Mellat in Tehran, including frontline and staff personnel critical to customer interactions. The main constructs included the experience of internal marketing programs (encompassing empowerment, formalization of communication, and participation in decision-making), internal market orientation (comprising internal information generation, internal communication, and internal responsiveness), organizational identification, job satisfaction, and customer-oriented behaviors. Instrument reliability was confirmed using Cronbach’s alpha (above 0.7) and composite reliability (CR above 0.6), while convergent validity was established through average variance extracted (AVE above 0.5). The overall Goodness-of-Fit (GoF), was 0.55, indicating a good/strong overall model fit. Findings: Structural equation modeling results revealed that the experience of internal marketing programs has a significant positive impact on internal market orientation (β=0.623, t=20.61) and job satisfaction (β=0.178, t=2.76), but its direct effect on organizational identification was not significant (β=0.045, t=1.47). Internal market orientation demonstrated a strong and significant influence on organizational identification (β=0.854, t=32.64) and job satisfaction (β=0.371, t=6.18), underscoring its pivotal role in translating internal marketing efforts into psychological and behavioral outcomes. Furthermore, both organizational identification (β=0.701, t=19.73) and job satisfaction (β=0.185, t=3.96) exhibited significant positive effects on customer-oriented behaviors, aligning with high-quality service delivery and responsiveness to customer needs. Communality (CV Com) and redundancy (CV Red) indices confirmed the satisfactory quality of the measurement and structural models. These findings indicate that internal marketing programs indirectly enhance organizational identification and customer-oriented behaviors through internal market orientation, with job satisfaction serving as a key mediator. Conclusion: This study provides robust evidence that internal marketing programs indirectly enhance organizational identification and job satisfaction through internal market orientation, which in turn fosters customer-oriented behaviors among Bank Mellat employees. The findings highlight the critical importance of investing in internal marketing initiatives, such as transparent communication, relevant training, fair reward systems, and managerial support, to create a supportive and customer-centric internal environment. The lack of a direct effect of internal marketing on organizational identification suggests complexities in this relationship, necessitating further exploration of moderating factors such as organizational culture or the perceived authenticity of initiatives. Practically, the results recommend that Bank Mellat managers focus on designing effective internal marketing programs to strengthen internal market orientation, thereby enhancing employee satisfaction, engagement, and customer-centric performance. Future research should employ longitudinal designs and multi-source data to further validate causal relationships and enhance the generalizability of findings across different contexts. Additionally, exploring additional mediating and moderating variables, such as empowerment or leadership styles, could provide deeper insights into these dynamics. https://jibm.ut.ac.ir/article_105434.html Objective: With the increasing complexity of business environments, organizations are facing growing challenges characterized by nonlinear, unpredictable, and multi-causal dynamics. These settings, often referred to as volatile, uncertain, complex, and ambiguous (VUCA) environments, have exposed the growing inadequacy of traditional managerial decision-making models—models built upon assumptions of perfect rationality, linear causality, and stable structures. The primary objective of this study is to propose a novel conceptual and computational model grounded in quantum physics theory, aiming to redefine the structure of decision-making in such uncertain and dynamic organizational contexts. Central quantum concepts such as superposition, entanglement, and the uncertainty principle are employed not merely as metaphors, but as analytical tools to model decision-making processes more accurately under complexity and uncertainty. Methodology: This research adopts a two-phase approach combining conceptual analysis and computational simulation. In the first phase, drawing from interdisciplinary literature and comparative theory analysis, the semantic and structural linkages between managerial decision-making paradigms and principles of quantum physics were explored and established. In the second phase, Grover’s algorithm—a widely recognized quantum search algorithm—was implemented to simulate decision-making processes in uncertain, multi-alternative environments. The algorithm utilizes quantum interference principles to reduce the number of search iterations required for identifying optimal choices. Simulations were conducted using three- and four-qubit systems, and the performance of the algorithm was benchmarked against classical linear search techniques to evaluate its efficacy in navigating complex decision spaces. Findings: The simulation results demonstrate that the proposed quantum-based model significantly reduces the number of searches required within decision spaces while enhancing the accuracy of optimal option selection under uncertainty. Furthermore, the metaphorical application of quantum principles enables a richer understanding of organizational decision dynamics. Specifically, the use of superposition facilitated the simultaneous analysis of multiple preference states; entanglement effectively captured the mutual interdependence of decisions across organizational units; and the uncertainty principle provided a foundation for constructing non-deterministic decision systems based on probabilistic reasoning. These insights proved especially relevant in strategic decision-making scenarios within knowledge-intensive industries and rapidly changing markets, where conventional models tend to fall short. Conclusion: This research contributes a pioneering interdisciplinary framework that integrates quantum logic into the domain of managerial decision-making. The model presented here offers a transformative perspective on how organizations can navigate uncertainty, complexity, and interdependent dynamics in strategic decision contexts. By leveraging nonlinear structures and multi-state analysis, the proposed model provides a robust foundation for designing next-generation decision-support tools tailored for the challenges of the 21st-century business landscape. Moreover, the model enhances managerial capacity for recognizing hidden dependencies, understanding systemic feedback loops, and embracing probabilistic reasoning—ultimately improving decision speed, accuracy, and creativity. This hybrid approach between quantum theory and management science paves the way for future research in areas such as risk analysis, project selection, multi-criteria decision-making, and the integration of quantum algorithms with machine learning systems. https://jibm.ut.ac.ir/article_105592.html Objective: With the advancement of internet-based technologies, businesses are increasingly shifting their focus toward platform-based models. This trend presents a growing challenge for business managers: unless they effectively respond to ongoing digital transformations, they risk losing their competitive position in the market. C2C (consumer-to-consumer) businesses are no exception to this trend and must adapt to the new competitive and technological environment. The objective of the present study is to identify the factors that can guide C2C business platforms toward success. Therefore, the primary goal of this research is to recognize and analyze the elements that contribute to the success of C2C platforms. In this regard, the study examines various dimensions, including human resource management, business strategy, and customer relationship management. Methodology: To achieve the research objective, a mixed-method approach was adopted. First, a thorough review of literature and prior studies in the field of emerging technologies affecting C2C businesses was conducted to identify relevant factors. In the qualitative phase, these factors were categorized using qualitative content analysis and a three-stage coding technique. Initially, open codes were developed, followed by axial codes, and finally selective codes were derived. After establishing the axial and selective codes, the quantitative phase involved prioritizing them using the fuzzy Best-Worst Method (FBWM), a multi-criteria decision-making technique. The prioritization was based on the opinions of eight experts familiar with C2C business models and digital platform ecosystems. Findings: After analyzing the collected data, the extracted open codes were grouped based on similarity and frequency of occurrence, resulting in 86 open codes, 12 axial codes, and 3 selective codes. The findings of the study reveal that among the three selective codes, “Marketing and Customers” had the highest impact on the success of emerging C2C platforms. Additionally, among the 12 axial codes, the “Human Resource Management” code was identified as having the greatest influence on platform success. These results emphasize the importance of investing in human capital, as effective human resource strategies such as hiring, training, development, and motivation are directly linked to the platform's growth, adaptability, and competitive performance. Conclusion: The outcomes derived from the combined approach of qualitative content analysis and the fuzzy Best-Worst Method indicate that human resource management and business strategy are the top priority areas. These findings highlight that to succeed within the C2C ecosystem, platforms must focus on attracting, training, and effectively developing human capital. At the next level of importance are customer relationship management, customer perception management, and advertising strategy. Building strong relationships with users and shaping their positive perception of the platform are key factors in both attracting and retaining users. Furthermore, financial and economic factors, along with the management of internal and external structures and processes, were identified as supporting pillars for the sustainability and growth of platforms. Other factors, such as brand management, business resilience, and the quality and user-friendliness of the website, while ranked lower, are still considered essential for the overall success of a C2C platform. This study demonstrates that platforms investing in these areas are more likely to achieve a significant competitive advantage and sustain long-term success in the digital market. https://jibm.ut.ac.ir/article_105697.html Objective: In the digital era, technological advancements have profoundly transformed marketing practices and stakeholder engagement. However, a significant research gap persists regarding empirical evidence on how digital transformation influences sustainable marketing performance and the utilization of digital technologies to enhance stakeholder interactions. This study examines the impact of digital transformation on sustainable marketing performance, considering the mediating roles of organizational resilience and social media adoption. Furthermore, it investigates the mechanisms through which digital technologies facilitate the achievement of marketing sustainability. Methodology: This research adopts a quantitative, descriptive-correlational approach and falls under applied research in terms of purpose. The study population comprises 10,131 knowledge-based companies in Tehran, Iran. Using Morgan's table, a sample size of 278 respondents was determined. Data were collected through a standardized Likert-scale questionnaire (5-point scale). The validity and reliability of the research instrument were confirmed using confirmatory factor analysis (CFA) and Cronbach's alpha. Data analysis was performed using structural equation modeling (SEM) in PLS4 software. Findings: The model's fit was evaluated at three levels: measurement, structural, and overall. At the measurement level, the reliability and validity of constructs were confirmed. Structural-level analysis examined path coefficients and the significance of relationships between variables. Results revealed that digital transformation has a positive and significant effect on sustainable marketing performance, with organizational resilience and social media adoption playing notable mediating roles. All obtained t-values exceeded the critical threshold of 1.96 at a 95% confidence level, confirming all research hypotheses. Additionally, goodness-of-fit indices (e.g., GFI, CFI, and RMSEA) fell within acceptable ranges, indicating the model's strong fit. Conclusion: The findings of this study show that digital transformation is helping knowledge-based companies to implement their sustainable marketing strategies more effectively by providing new capabilities and tools. This transformation operates through three key mechanisms: First, digital technologies such as advanced customer data analytics and artificial intelligence systems provide deeper insights into consumer behavior. Second, digital tools such as integrated CRM platforms and marketing automation increase operational efficiency. Third, digital channels enable continuous measurement and optimization of marketing performance. Organizational resilience, as a critical factor, strengthens the ability of companies to adapt to rapid technological changes and digital crises. This characteristic allows organizations to exploit emerging digital opportunities while maintaining operational stability. On the other hand, social media not only serves as a platform for two-way interaction, but also as a tool for understanding stakeholder expectations and continuously improving strategies. By providing strong empirical evidence, this study provides a framework for understanding the multidimensional impacts of digital transformation. The findings suggest that intelligent integration of digital technologies with organizational capabilities can lead to sustainable competitive advantage. For managers, this research emphasizes the importance of simultaneously investing in digital technologies and developing organizational capabilities. For policymakers, the findings can also serve as a basis for designing support programs for knowledge-based businesses. https://jibm.ut.ac.ir/article_105786.html Purpose: Studies indicate that strategic alliances often lack long-term stability, with termination rates ranging from 40 to 70 percent. Given the high failure rate of such alliances, identifying the factors influencing their formation and management toward sustainability has gained considerable importance. Extensive research, both in Iran and internationally, has examined the nature, significance, outcomes, and determinants of strategic alliances. For instance, most existing studies have primarily focused on the pre-agreement and formation stages of alliances rather than their long-term sustainability and performance. The sustainability and long-term survival of strategic alliances have always been one of the fundamental challenges faced by organizations that engage in collaboration and synergy with other firms to achieve shared benefits and create added value. Despite the significance of this issue, previous studies have mostly examined the factors influencing the sustainability of strategic alliances in a fragmented manner. Consequently, a comprehensive and integrated understanding of this multidimensional phenomenon has not yet been established. The purpose of this study is to identify and integrate the key factors affecting the sustainability of strategic alliances and to develop a conceptual model that illustrates these factors. Method: This research is applied in purpose and qualitative in methodology, following a meta-synthesis approach. The statistical population comprises all credible domestic and international articles related to strategic alliances published between 2010 and 2025 (1389–1404 in the Iranian calendar). After the validation process and the elimination of irrelevant or low-quality studies, a total of 60 articles that directly addressed the sustainability of strategic alliances were purposefully selected and analyzed. Data analysis was conducted using three-stage coding (open, axial, and selective) to extract concepts, subcategories, and ultimately the main categories and dimensions. Findings: The analysis yielded 180 initial concepts, 19 subcategories, and 4 main categories. These categories include “Strategic Fit and Preconditions,” “Governance and Structuring,” “Relational and Interactional Processes,” and “Macro-Environmental and Contextual Factors.” The Strategic Fit and Preconditions dimension encompasses factors that facilitate the formation and continuation of sustainable collaborations among organizations. It includes elements such as complementarity of resources and capabilities, goal and motivation alignment, cultural and structural similarity, and reputation or prior collaboration history. The Governance and Structuring dimension refers to the formal, contractual, and organizational mechanisms designed to guide and control alliances. Its subcategories include standardized contracts, appropriate alliance structuring, effective monitoring and control, risk management and flexibility, and maintaining power balance and fairness among partners. The Relational and Interactional Processes dimension focuses on behavioral, communicative, and interactive aspects among partners that foster cohesion and integration within the alliance. Mutual trust and commitment, transparency and openness in communication, active engagement, relationship and expectation management, cooperation and interdependence, and joint learning capacity are key components of this dimension. The Macro-Environmental and Contextual dimension encompasses external factors that influence the sustainability of alliances but remain largely beyond direct organizational control. Political, economic, and legal stability; institutional support and clear regulatory frameworks; competitive market conditions; and appropriate physical and technological infrastructures are among the most significant elements in this category. Conclusion: By synthesizing prior research findings, the conceptual model developed in this study provides a comprehensive picture of the factors affecting the sustainability of strategic alliances. It offers both a solid theoretical foundation for future research and practical implications for managers and decision-makers. In practice, a deeper understanding of the dimensions influencing alliance sustainability enables managers to design, implement, and manage strategic alliances more effectively, guiding them toward long-term success. Overall, sustaining strategic alliances requires a balanced and simultaneous focus on strategic preconditions, effective governance, interactive relationships, and environmental adaptability. https://jibm.ut.ac.ir/article_105787.html Objective: In the contemporary scientific landscape, characterized by increasing complexity and multidimensional, cross-disciplinary challenges, research collaboration has evolved from an optional strategy into a fundamental necessity. Within this context, networking plays a pivotal role in shaping, sustaining, and ensuring the success of such collaborations. However, the prevailing understanding of networking is often reduced to a set of individual skills and communication tactics, lacking a comprehensive and systematic framework that can elucidate the intricate interplay between individual agency, institutional structures, and dynamic contextual settings. The present study aims to move beyond this conventional, skill-oriented perception and to develop a comprehensive paradigmatic model for effective networking strategies within research collaborations. The ultimate goal is to propose a deep yet practical conceptual framework that can guide researchers, scientific managers, and policymakers in enhancing the quality and effectiveness of research collaborations, while redefining networking as a strategic and adaptive capability. Research Methodology: This study was designed and conducted based on a qualitative methodology following the grounded theory approach in its systematic version as formulated by Strauss and Corbin. Data collection was carried out in two stages. First, a systematic literature review was implemented using the PRISMA protocol. The search across major academic databases initially identified 3,221 articles, which—after an extensive and rigorous screening process—were narrowed down to 61 articles selected for in-depth qualitative analysis. In the second stage, to enrich, complement, and validate the preliminary model derived from the literature review, semi-structured interviews were conducted with experts. Participants were selected through purposive sampling, and interviews continued until theoretical saturation was achieved. The qualitative data were analyzed in three stages: open coding, axial coding, and selective coding. The validity and reliability of findings were ensured through triangulation of data sources and expert review. Findings: The analysis resulted in the development of a paradigmatic model for effective networking in research collaborations. The key causal conditions included the growing complexity of scientific problems, individual and professional motivations, and institutional and policy-driven incentives—all of which render networking a necessity. Contextual conditions highlighted that strategies must be tailored to the nature and stage of collaboration, disciplinary and cultural contexts, geographical settings, and available resources. Intervening conditions, functioning as facilitating or constraining forces, encompassed individual factors, relational dynamics, institutional conditions, systemic biases, and the structure of the knowledge network. In response to these conditions, multilayered strategies were identified, ranging from partner identification and selection, initiating and maintaining relationships, and employing diverse methods and networking styles, to achieving overall network alignment. Collectively, these strategies lead to multidimensional outcomes—knowledge-based, performance-oriented, professional, network-related, and capital-enhancing. Discussion & Conclusion: The resulting paradigmatic model demonstrates that effective networking in research collaborations transcends the realm of individual skills and should be understood as a complex, systemic, and adaptive capability—emerging through the continuous interaction among individual agency, institutional frameworks, and shifting environmental contexts. The first implication of the model is the imperative to shift from tactical action (application of ready-made solutions) to strategic discernment (context-sensitive analysis prior to action), emphasizing the precedence of relational work—building trust and mutual understanding—over instrumental or short-term goal-oriented behaviors. Furthermore, the model underscores the importance of a critical perspective toward hidden network structures, including the recognition and management of systemic biases and power dynamics, alongside the inseparable link between effectiveness and ethical responsibility. A mindful awareness of networking’s role in distributing opportunities—and a commitment to promoting inclusivity and fairness—emerges as a central ethical dimension. Understanding these elements and their interactions can help researchers and scientific institutions manage networking as both a strategic art and a fundamental social responsibility in advancing science and addressing complex global challenges. https://jibm.ut.ac.ir/article_105813.html Purpose: In today's competitive business environment and the growing shift toward customer-centric strategies, customer relationship management (CRM) has gained increasing importance as a key differentiator among competitors. Nevertheless, CRM faces significant challenges, particularly those arising from the lack of an appropriately designed organizational culture and insufficient attention to data mining in this domain. Moreover, a review of domestic studies revealed a lack of research addressing this gap. Accordingly, the main purpose of the present study was to analyze the impact of organizational culture on customer relationship management with the mediating role of data mining. Method: This study was applied in terms of purpose and descriptive-correlational in nature. The statistical population comprised all employees of banks in Ardabil city. Given the estimated population size of approximately 2,000 individuals, the sample size was determined to be 322 using Cochran’s formula. The participants were selected through simple random sampling, and the research questionnaires were distributed among them. Three standardized instruments were employed: the Organizational Culture questionnaire, the Customer Relationship Management Capability questionnaire, and the Data Mining Utilization questionnaire. The validity of the instruments was confirmed through confirmatory factor analysis, and their reliability was verified using Cronbach’s alpha coefficient. Data analysis was conducted using structural equation modeling (SEM) with the partial least squares (PLS) approach, utilizing SPSS 26 and Smart-PLS 3 software. Findings: Descriptive data showed that 200 respondents (62.11%) were male and 122 respondents (37.89%) were female. Furthermore, 51 respondents (15.8%) were aged between 20 and 29 years, 90 (27.9%) between 30 and 39 years, 153 (47.6%) between 40 and 49 years, 20 (6.3%) between 50 and 59 years, and 8 respondents (2.4%) were 60 years old or above. Regarding educational level, 21 participants (6.6%) held a high school diploma, 24 (7.4%) an associate degree, 99 (30.8%) a bachelor’s degree, 147 (45.8%) a master’s degree, and 31 (9.5%) a doctorate. In addition, 133 (41.3%) of the respondents were employees of Bank Sepah, 84 (26.1%) were employees of Bank Melli Iran, 47 (14.6%) were employees of Bank Saderat Iran, 43 (13.3%) were employees of Bank Tejarat, and 15 (4.7%) were employees of Bank Keshavarzi. The inferential findings indicated that organizational culture has a positive and significant effect on both customer relationship management and data mining. Additionally, data mining was found to have a positive and significant effect on customer relationship management. Moreover, data mining mediates the relationship between organizational culture and customer relationship management. Conclusion: Overall, the findings suggest that in organizations with a data-mining-oriented culture, employees tend to trust data-driven insights and make customer-related decisions based on data analysis. This, in turn, leads to more targeted and effective CRM campaigns. Such an organizational culture encourages employees to leverage data analytics to design innovative customer experiences. Furthermore, a supportive organizational culture facilitates collaboration among departments to optimize data use for CRM purposes. A data-driven organizational culture ensures that insights from data mining are swiftly integrated into CRM strategies. When the organizational culture is customer-centric, data mining is effectively utilized to enhance and sustain customer experience. In conclusion, organizational culture defines the framework for data acceptance and utilization; when it is both data-driven and customer-oriented, data mining becomes a key instrument for improving customer relationship management. https://jibm.ut.ac.ir/article_105887.html Objective and Purpose Shopping cart abandonment is one of the common issues in e-commerce environments that directly affects business revenue and performance. With the increasing prevalence of online shopping, this phenomenon has become a serious concern that requires careful attention and analysis. According to global statistics, the cart abandonment rate on e-commerce websites can reach 70% or higher, indicating that a large number of customers proceed to the final stages of the purchasing process but abandon their purchases for various reasons. Multiple factors contribute to shopping cart abandonment, including high prices, hidden costs such as shipping fees, the complexity of the purchasing process, lack of trust in the website, and insufficient product information. Additionally, buyer characteristics play a crucial role in this process. Buyers' behaviors and expectations may be influenced by psychological and social factors, which in turn affect their decision-making. Alongside these factors, website attributes are also highly significant. Moreover, product characteristics impact buyers’ final decisions. Factors such as quality, variety, and the availability of accurate and comprehensive product information can enhance buyers' confidence and increase the likelihood of completing a purchase. This study aims to identify and evaluate the factors influencing shopping cart abandonment using a fuzzy cognitive mapping approach in both online and offline platforms. Method This research is applied in terms of purpose and follows an exploratory mixed-method approach in nature. The study employs fuzzy cognitive mapping as its primary methodology. Both qualitative and quantitative methods were used for data collection and analysis. The research population consists of marketing experts and professionals familiar with the subject matter. The sample participants were selected through purposive sampling, and based on the applied technique, the research problem, and the expertise of individuals, a total of seven participants were ultimately chosen. The factors influencing shopping cart abandonment were identified and finalized through multiple iterative sessions with experts, and the collected data were analyzed using FCMapper software. Findings The results of this study indicate that four main dimension influence shopping cart abandonment: (1) Shopping characteristics (including factors such as price, discounts, and payment conditions), (2) Buyer characteristics (including psychological behaviors, needs, and customer preferences), (3) Website characteristics (including website design and ease of use), and (4) Product characteristics (including quality, variety, and product-related information). Each of these dimensions comprises specific components and indicators, totaling 25 components and 33 indicators. Conclusion The findings of this study contribute to the theoretical and empirical literature on shopping cart abandonment and enhance managers' and researchers' awareness of the factors influencing this phenomenon. Therefore, it is recommended that managers consider the results of this study when planning and implementing their strategies to effectively reduce cart abandonment rates, ultimately leading to increased sales and customer satisfaction. This research provides a solid foundation for future studies in consumer behavior and customer experience management. It can assist businesses in accurately identifying the key factors influencing cart abandonment and designing appropriate strategies to attract and retain their customers. https://jibm.ut.ac.ir/article_106035.html Objective: The political ideology of consumers of commercial goods and products reflects their personality traits, cognitive styles, and psychological needs and can provide insights into consumer behavior and attitudes. The political ideology of consumption is one of the topics that has received less attention in domestic research. Therefore, the main purpose of the study is to identify the role of this variable in purchasing, product selection, and overall consumer behavior of customers. Research Method: The research method in this article is meta-synthesis and content analysis. In the present study, the target population consists of previous research (articles, books on the political ideology of consumers). For sampling, the most appropriate and relevant research was selected with a purposeful method. In the process of this study, 52 scientific documents were selected in which the political ideology or political behavior of consumers was discussed directly and indirectly in the context of other related variables. A qualitative method was used to analyze the data; Atlas software was also used to code the main and secondary components of the research and rank the data and indicators. Glynn's critical tool was used to examine the validity of the studies used in this study. Also, considering the selective meta-synthesis approach, the meta-synthesis analysis method was used to deepen the studies and achieve accurate findings. Findings: After a systematic search of articles published in reputable foreign and domestic journals with the aim of determining valid, reliable and relevant documents in an appropriate time period. First, relevant keywords were selected. In this context, scientific databases such as Scopus, Emerald, Springer, Mag Iran and the Islamic World Science Citation Database were used. The concepts and keywords cited included: political ideology and consumption, political consumption, political consumerism, political behavior in consumption, consumption ideology, political consumption management, cultural consumption and political identity and consumption. In the set, 52 reputable scientific articles were found in the databases, which were limited using the "critical assessment skills" tool. Of the total number of cited sources, 31 articles were analyzed as relevant and documented articles in the research. In the next stage, the researcher looked for codes resulting from the meta-synthesis process. For this reason, a code was considered for all factors extracted from sources related to the political ideology of consumption, and then these codes were classified according to the sources from which they were extracted and their frequency. The main components classified included the following: type of political ideology, consumer values and preferences, consumer individual and personality characteristics, product evaluation and selection, purchasing behavior, behavioral consequences. Conclusion: Regarding the types of political ideology discussed in previous research, the greatest emphasis is on the influence of liberal and conservatism ideology, which in this article the word liberal has been replaced with the word moderation by referring to existing Persian sources. A review of the collection of articles and sources shows that political ideology deeply affects the way consumers think and behave. Moderates and conservatives are systematically drawn to distinct choice preferences, with moderates choosing hedonic, novel, and desirable options, while conservatives prefer utilitarian, status-preserving, and feasible options. Moderates make more decisions than conservatives because they are more open to information, while conservatives are less tolerant of ambiguous information and more interested in repeating past decisions with minimal risk. Regarding the types of values and preferences of consumers based on their ideology and political identity; relying on the sub-components considered, the role of social status, consumer lifestyle, social dominance approach, free will discussion, and specific consumer preferences can be mentioned. One of the fundamental cognitive differences between conservatives and moderates is their orientation towards "social dominance." The results and findings of the study indicate a major behavioral distinction in preferences, values, and behavioral consequences resulting from the type of political ideology of consumers. https://jibm.ut.ac.ir/article_106837.html Objective: Accurate prediction of customer value in the banking industry is one of the fundamental challenges that can contribute to optimal decision-making in customer management and resource allocation. This study aims to develop a comprehensive approach for predicting the value of banking customers. The primary focus of this research is on addressing the challenge of imbalanced data, improving the performance of machine learning models, and selecting key features that are effective in predicting customer value for real-world applications in banking environments. Methodology: In this paper, the data of one of the banks involving 2000 customers and 14 features are correlated to the transaction and customers’ activity. The requirements of data preprocessing were done, followed by the selection of the features as well as data imbalance and applying ADASYN technique. The analysis of the correlation between the variables and the Feature Importance method according to the results of the Random Forest algorithm was also used to complete the feature selection. In this process of the algorithm, features with high correlation have been obtained and the final usual features have been selected. After that, the 11 machine learning algorithms such as CatBoost, XGBoost, Random Forest, LightGBM, and linear and nonlinear models were used to predict the customer value. For the better performance of the presented models, the Optuna was adopted for hyper-parameter tuning while the cross-validation analysis was applied into five fold for precise model estimation. Among the four tests that were used to evaluate the performance of the models, accuracy, precision, recall, and F1 score tests were used. Findings: The results showed that ensemble learning-based algorithms provided the best performance in predicting customer value. The CatBoost model, with an F1 Score of 0.9324 and an accuracy of 0.909, was identified as the best-performing model. This model achieved a proper balance between precision and recall, with a precision of 0.9677 and a recall of 0.8998 in predicting valuable customers. The XGBoost and Random Forest models also demonstrated similar performance to CatBoost, with F1 Scores of 0.9322 and 0.932, respectively. The use of a combined approach for feature selection and the application of the ADASYN method for data balancing played a significant role in improving the performance of these models. Conclusion: These results show that a different approach to data preprocessing with the help of the ADASYN algorithm in combination with modern machine learning methods can positively affect the effectiveness of models predicting customer value. The correlated variables selection and the feature importance based on the Random Forest was important in improving the general performance of the models. This revolution allowed strengthening the work of models through the elimination of features and information that had less impact in the final decisions, making the latter more precise. Based on the results of its evaluation, it can be concluded that ensemble learning models, therefore CatBoost, XGBoost, and Random Forest, are the most appropriate for banking settings because of its efficiency and effectiveness in dealing with large-scale, complex, and imbalanced datasets. Thus, the current paper has oriented itself on extending the previous research studies, addressing the issues of imbalanced data and feature selection to enhance the customer management in the banking sector, which contributed to the development of an efficient approach to the challenge. The results are useful for the definition of the criteria for the identification of the banks’ high value costumer base and the formulation of improved policies regarding their retention and servicing. https://jibm.ut.ac.ir/article_106850.html Objective In recent decades, entrepreneurship education has increasingly been recognized as a tool for empowering the younger generation and preparing them to face complex economic and social challenges. Within this context, the concept of sustainable entrepreneurship—which encompasses not only economic success but also social and environmental dimensions have gained significant importance. However, existing studies reveal that current school curricula often lack the conceptual coherence and targeted structure required to develop the necessary competencies for sustainable entrepreneurship among adolescents. Accordingly, there is a pressing need for a scientifically grounded and evidence-based framework to identify, categorize, and stratify entrepreneurial competencies aligned with sustainability principles. This study aims to address this gap by identifying and analyzing the key dimensions and components of sustainable entrepreneurial competencies for adolescents, thereby contributing to the design of effective entrepreneurship education programs in schools by Interpretive Structural Modeling of Entrepreneurial Competencies for Adolescents in Schools with a Sustainable Development Approach. Methodology This applied-descriptive research employs a mixed-methods approach consisting of three sequential stages: document analysis, the Delphi method, and Interpretive Structural Modeling (ISM). In the first stage, a systematic review of existing academic literature was conducted to extract an initial list of relevant competencies. In the second stage, these components were evaluated by fifteen experts in adolescent entrepreneurship education and sustainable development through three rounds of the Delphi process, ensuring content validity and expert consensus. In the final stage, the validated components were used to analyze causal relationships and determine the levels of influence and dependence among the competencies using ISM, thus establishing their relative positioning in the final model. Findings The analysis revealed that sustainable entrepreneurial competencies for adolescents can be categorized into three major dimensions: general competencies, managerial competencies, and specific competencies. These dimensions encompass six sub-clusters: personal, sustainability-related, functional, communicative, technological, and business-related competencies. The personal cluster—which includes skills such as creativity, critical thinking, self-awareness, and intrinsic motivation was positioned at the foundational level of the model and identified as a strong and independent driver for the development of other competencies. In contrast, the sustainability cluster comprising attitudes and commitments toward social and environmental responsibility exhibited the highest level of dependence on other components and was recognized as the ultimate outcome of the sustainable entrepreneurship education process. Conclusion The findings indicate that strengthening adolescents’ personal competencies during their formative years can serve as a solid foundation for the development of other entrepreneurial dimensions and ultimately foster sustainable entrepreneurial behavior. The proposed framework offers both theoretical and practical value for revising school curricula, designing educational content, training specialized entrepreneurship educators, and informing educational policymaking. Through such initiatives, future generations of entrepreneurs can be cultivated who not only pursue economic success but are also deeply committed to human, social, and environmental values. https://jibm.ut.ac.ir/article_106903.html Objective: In recent years, the concept of sustainable luxury has received increasing attention as the intersection of two major trends in consumer behavior, namely the desire for luxury goods on the one hand, and environmental and ethical concerns on the other. Despite extensive yet separate studies on sustainability and luxury consumption, much of the sustainability research to date has focused not on sustainable luxury consumption but on low-involvement shopping. Much less is known about high-profile consumption areas such as luxury purchases. The present study aimed to identify factors affecting consumers’ purchase intentions towards sustainable luxury goods in Iranian society. Focusing on Fishbein and Ajzen’s reasoned action model, this study examines consumers’ attitudes, subjective norms, and perceived behavioral control, and attempts to provide a conceptual framework for analyzing shopping behavior in this emerging field. Method: The present study is a qualitative study with an exploratory approach, conducted using thematic analysis method based on the six-step model of Brown and Clark (2006). Data were collected through semi-structured interviews with 18 consumers who had experience purchasing luxury goods in the last two years. The statistical population of the study included consumers who had purchased luxury goods within 2 years. Therefore, the sample members were selected purposively, and participants were targeted to see who would contribute the most to understanding the central phenomenon. The sample size was also based on theoretical saturation. Textual data was organized in Max Q D A software and analyzed using thematic analysis at three levels of open, axial, and selective coding. Findings: The findings revealed that consumers’ purchase intention toward sustainable luxury is shaped by three major categories of factors aligned with the Theory reasoned action. In the attitudinal dimension, values such as self-expressive value, functional value, minimalist value, sustainable value, and uniqueness value played significant roles. In the subjective norm dimension, values like social status, prestige, and conspicuous value influenced the decision-making process. The perceived behavioral control dimension highlighted critical barriers, including financial value and green washing, which undermined consumers’ trust and ability to make sustainable luxury purchases. Although luxury and sustainability may initially appear contradictory, the study found that shared characteristics such as high quality, durability, timelessness, rarity, and aesthetic appeal can align the two, enabling positive interaction. Conclusion: The results of the study show that luxury brands can combine responsible consumption with distinction and prestige by designing authentic, ethical, and transparent narratives and help strengthen purchase intentions in sustainable luxury markets. Avoiding green washing, promoting environmental awareness, and strengthening the understanding of the true value of products will be the key to success in developing the sustainable luxury market in Iran. These findings can greatly assist policymakers and luxury brand managers in developing sustainable marketing strategies. https://jibm.ut.ac.ir/article_107126.html Purpose: The consumer decision-making process is a fundamental element in understanding consumer behavior and has gained increased significance in digital contexts. With the rapid advancement of technology and the transformation of lifestyles, purchasing behaviors have also evolved, making online shopping—due to its convenience, speed, and accessibility—a prevalent and widely adopted means of fulfilling consumer needs. Online purchasing has gradually become an integral part of modern consumer culture, positioning digital environments as critical platforms for interaction and commerce. In this context, understanding how individuals make decisions and the factors that shape their choices has become a central concern in marketing and consumer behavior research. A novel and increasingly influential approach in this domain involves the use of digital nudges—subtle behavioral interventions embedded in choice architecture—which aim to steer user decisions through minor design adjustments without imposing restrictions or mandates. However, the effectiveness of these nudges depends on various factors, including users’ perceptual, psychological, and experiential contexts. Accordingly, the present study aims to phenomenologically explore users’ lived experiences of online shopping in the presence of digital nudges, and to examine how these behavioral interventions influence their decision-making processes in digital environments. Method: The research was conducted in two phases. In the first phase, a quasi-experimental design was employed with 124 participants randomly assigned to experimental and control groups. A simulated e-commerce website was created where three types of digital nudges—Decoy Effect, Scarcity Effect, and Social Norms—were embedded in the product pages for the experimental group. Purchasing behavior was then tracked and analyzed. In the second phase, a phenomenological qualitative approach was adopted. Semi-structured interviews were conducted with 15 participants from the experimental group to understand their subjective experiences. The interview data were analyzed using Colaizzi’s seven-step method. Findings: Quantitative findings revealed that digital nudges significantly influenced purchasing decisions, with decoy and scarcity nudges proving more effective than social norm-based messages. In the qualitative phase, analysis of interview transcripts led to the extraction of 18 conceptual clusters, which were then categorized into five major themes: bounded rationality, situational factors, social behavioral patterns, pressure cues, and appropriate implementation context. This thematic the framework provides a comprehensive and nuanced understanding of how users process and respond to nudges in online shopping environments Conclusion: The study demonstrates that digital purchasing decisions are shaped by a complex interplay of psychological, situational, and social influences. When designed ethically and contextually, digital nudges can serve as effective tools for shaping user behavior in meaningful ways. Designers, marketers, and choice architects can use these findings to create digital environments that align with users’ cognitive processes and decision-making styles. By integrating behavioral insights into user interface design, businesses can enhance the customer experience and improve the efficacy of digital sales strategies. https://jibm.ut.ac.ir/article_107133.html Objective: Tourism is a complex and composite system comprising numerous factors and subsystems, along with various groups and stakeholders. Strategic opportunities can be identified and exploited when all components achieve appropriate coordination and balance, and when the involved groups and stakeholders participate willingly. Therefore, this research aims to design a model for strategic opportunities in Iran’s tourism industry, with a focus on immigration institutions. Methodology: This research is qualitative in terms of its objective and methodology. The first part of the study involved extracting texts related to tourism concepts and strategic opportunities from library resources. The criterion for selecting written texts was the presence of the words “tourism,” “strategic opportunities,” and their derivatives. The second part involved interviews with 19 managers from the tourism sector of Tehran Province during the spring of 2025. The target population of the research comprises managers of Iranian immigration institutions. This includes academic experts with at least two articles in the fields of strategic opportunities and tourism, and research projects in this domain. The executive segment includes individuals with a university degree, at least 7 years of work experience, and experience managing one or more projects within Iranian immigration institutions. Sampling was conducted purposefully, with introductions from professors and experts in the field, and continued until the researcher reached theoretical saturation. The interviews were analyzed using a three-stage coding process with ATLAS.ti 8 software. Findings: The findings led to the identification of 11 components, 21 indicators, and 57 selected codes. The identified components include: Employee Empowerment (employee empowerment, group empowerment), Leadership Style (participatory leadership), Economic Resilience (market sensitivity, electronic markets), Knowledge Management (knowledge screening, knowledge sharing), Government (supportive policies, tourism ecosystem), Legal (organizational regulations and procedures, immigration regulation structuring), Internal Marketing (customer orientation, marketing procedures), Cultural (external organizational culture, internal organizational culture), Organizational (structural, content-related), Stabilization and Freezing (internal barriers, external barriers), and Non-traditional Tourism Attractions (medical tourism, educational tourism). Conclusion: The results show that understanding market sensitivity to tourism occupations allows businesses to adapt their offerings based on consumer trends and behavior. This responsiveness can lead to tailored marketing strategies and increased customer satisfaction. Consequently, this can foster the development of sustainable tourism products and services, enhance brand reputation, and create a competitive advantage. Furthermore, a precise understanding of tourist preferences enables businesses to provide more personalized experiences and prevent resource wastage. This not only improves service quality and increases customer return rates but also paves the way for innovation in travel package design, the expansion of lesser-known destinations, and strengthening engagement with local communities. Ultimately, such an approach can ensure the long-term economic and social sustainability of the tourism industry through immigration institutions. Also, improved infrastructure can increase students ' learning experience and transform iran to a more attractive destination for higher education . https://jibm.ut.ac.ir/article_107182.html Objective. The widespread presence of influencers in marketing campaigns and their substantial impact on consumers’ attitudes and behaviors have positioned them as strategic allies of businesses in their communication efforts. Consequently, consumers’ interactions with influencers—both in real-world contexts and within social media environments—play a critical role in shaping the effectiveness and overall performance of marketing campaigns. In this regard, one particularly significant behavior that consumers may exhibit toward influencers on social media platforms is unfollowing. The purpose of the present study was to develop a model of unfollowing influencers on social media platforms. In addition to explaining the underlying reasons for users’ unfollowing behavior, the study proposes strategies for managing audience experience, improving content quality, enhancing transparency, and promoting more ethically regulated advertising practices. From a digital marketing perspective, a scientific understanding of unfollowing behavior enables advertising investments to become more targeted, sustainable, and grounded in users’ actual behavioral patterns. Method. This study employed a qualitative approach based on grounded theory. Data were collected through semi-structured interviews with 15 individuals who had prior experience of unfollowing social media influencers. Participants were selected using purposive sampling. Data analysis followed the methodological procedures proposed by Strauss and Corbin (1990), including open, axial, and selective coding. A total of 188 open codes, 18 categories, and 6 overarching dimensions related to unfollowing social media influencers were extracted from the interviews and integrated into a grounded theoretical model. Findings. Based on grounded theory methodology, the components of the core phenomenon (unfollowing social media influencers), causal conditions (poor content quality and media experience, crisis of trust and credibility, excessive advertising and commercialization, cultural–value incongruence, and negative, controversial, or distressing content), contextual conditions (platform structures and the structure of the influencer industry), and intervening conditions (individual psychological factors, social and interpersonal factors, technical–media factors, and demographic characteristics) were identified. In addition, several strategies were identified, including individual content management strategies, psycho-social strategies, and media substitution strategies. Finally, both individual consequences—positive and negative—and social consequences of unfollowing social media influencers were explicated. Conclusion. Based on the findings, it can be argued that unfollowing social media influencers is the outcome of a complex interplay of content-related, psychological, social, and structural factors. Poor content quality, crises of trust, excessive advertising, and cultural–value incongruence constitute the primary reasons audiences distance themselves from influencers. Alongside these factors, platform structures, characteristics of the influencer industry, and users’ demographic attributes also influence unfollowing decisions. Intervening factors such as individual psychological traits, social norms, and technical–media experiences indicate that unfollowing is not a simple or instantaneous reaction; rather, it emerges gradually through cognitive evaluations. The results demonstrate that prior to final disengagement, users employ strategies such as content management, psycho-social regulation, and media substitution to control their media experiences. Ultimately, the proposed model suggests that unfollowing entails positive individual consequences, such as reduced psychological pressure, as well as negative outcomes, including the loss of certain information. Moreover, it may generate broader social consequences, such as diminished influencer power and shifts in patterns of media consumption. This study employs the grounded theory method to develop an integrated model of the factors influencing the unfollowing of influencers, in which the theories of social saturation, impression management, social identity, and audience power are synthesized into a unified framework. The explanatory power of these theories is further substantiated within this model. The findings indicate that unfollowing is not merely a passive reaction, but rather a symbolic manifestation of the audience’s soft power in response to various factors such as undesirable content or inauthentic behavior on the part of influencers.