About the Journal
The "Journal of Technology in Entrepreneurship and Strategic Management" is a scientific publication dedicated to the development and promotion of a culture of innovation management, technology in entrepreneurship, artificial intelligence in strategic management, identifying issues, challenges, and solutions in this field within organizations. It aims to elevate the level of research, accelerate the flow of ideas, produce and disseminate knowledge, and provide an appropriate platform for exchanging experiences and publishing the latest scientific achievements in innovation management and organizational behavior on a national and international level. The journal publishes high-quality and original scientific articles in the field of innovation management. Submitted articles undergo a specialized review process and are published upon approval by the editorial board.
The scientific-research "Journal of Technology in Entrepreneurship and Strategic Management" has achieved a Grade B ranking from the Journal Evaluation Commission of the Ministry of Science, Research, and Technology.
Language: Persian with English abstracts/English full text
Publication Frequency: Quarterly
Editor-in-Chief: Prof. Hadi Sharif Moghaddam
Publisher: KMAN Publication Inc. (KMANPUB)
Status: Active
Peer Review: Yes
Access Type: Open Access (OA)
License Type: CC-BY-NC
Publication Fee: Free
Full Text Access: Open Access
Revenue: Publication fee received
Publication Type: Periodical (Quarterly)
Professors and researchers are requested to register on the journal's website, prepare their articles according to the author guidelines, and submit them to the journal. Thus, there will be no need for in-person visits or phone calls to the journal's office, as all communications with authors and reviewers will be conducted through this system.
The journal welcomes all articles resulting from scientific research (especially methodical qualitative research) in various areas related to technology and innovation management, entrepreneurship, artificial intelligence and strategic management, organizational behavior, industrial-organizational psychology, and human resources. Referencing up-to-date sources and conducting a systematic literature review that covers a broad range of topics relevant to the article are of great importance to the journal. Additionally, providing appropriate analyses and achieving novel and innovative results will prioritize the submitted article for publication.
Designing a Model for the Employment of Adjunct Professors at Ferdowsi University of Mashhad
The landscape of higher education has undergone significant changes in recent years. Meanwhile, knowledge is recognized as the most vital resource in contemporary societies. Changes are happening rapidly, and any delayed response to socio-environmental issues further exacerbates the gap between universities and the demands of society. One of the most significant transformations is the emergence of adjunct professors, which has brought about a considerable shift in the academic workforce. The use of such faculty members, based on observations and reports, has been increasingly expanding in universities, creating new challenges in the management of university education. This has become a critical research necessity. Therefore, this study aims to propose a model for the employment of adjunct professors at Ferdowsi University of Mashhad. This research is fundamental in terms of its objective, interpretive in its philosophical approach, qualitative in methodology, and data-driven in its strategy, based on the Strauss and Corbin approach. The study population consisted of current and former university presidents, current and former academic vice-presidents of Ferdowsi University of Mashhad, academic vice-deans of faculties, recruitment committee members, and academic department managers. The sample members were selected using a snowball sampling method, following the theoretical saturation rule. Additionally, the data collection tool for this study was interviews. The results of the data analysis, assisted by MAXQDA qualitative analysis software, were processed using open, axial, and selective coding procedures. The findings of the study include a model that identifies the factors and components related to causal conditions, the core phenomenon, contextual conditions, intervening conditions, strategies, and outcomes. Overall, the research provides a model for the employment of adjunct professors, offering the necessary framework for understanding and recognizing this topic, as well as for developing structured programs and mechanisms.
The Impact of Social Media Marketing on Brand Loyalty Mediated by Brand Identification and Customer Satisfaction
The primary objective of this study was to identify the impact of social media marketing on brand loyalty mediated by brand identification and customer satisfaction. The research method was descriptive-correlational. The statistical population included all students of the Islamic Azad University, Rasht Branch. A convenience sampling method was used to select a sample of 302 customers of online businesses. The research questionnaires included measures of social media marketing, brand loyalty, brand identification, and customer satisfaction. The study hypotheses were analyzed using structural equation modeling (SEM) with Amos and SPSS software. The results indicated that social media marketing (β = 0.26), brand identification (β = 0.38), and customer satisfaction (β = 0.27) had significant effects on customer brand loyalty. Furthermore, social media marketing (β = 0.27) and brand identification (β = 0.35) had significant effects on customer satisfaction. Social media marketing (β = 0.39) also significantly impacted brand identification. Additionally, a summary of the reported coefficients (indirect effects) showed that social media marketing (β = 0.26) and brand identification (β = 0.10) had significant indirect effects on customer loyalty. Moreover, social media marketing (β = 0.14) had a significant indirect effect on customer satisfaction.
Examining the Impact of Knowledge Management Implementation Infrastructure on Organizational Change Capacity (Case Study: District One Municipality of Tehran)
This study investigates the relationship between knowledge management infrastructure and organizational capacity in the District One Municipality of Tehran. This research is descriptive in nature, conducted using a correlational approach, and is categorized as applied research in terms of its objective. A survey method was employed for data collection, utilizing a questionnaire as the research instrument. The questionnaire design was based on the standardized questionnaire by Moghimi (2013), as well as relevant literature and previous research. The statistical population of this study consists of 800 employees of the District One Municipality of Tehran. To determine the sample size, Morgan’s table and a simple random sampling method were used, resulting in a sample size estimate of 260 participants. The collected data were first analyzed using quantitative analysis through descriptive statistics, presented in tables and charts to examine the relationships between variables. Subsequently, for hypothesis testing, LISREL statistical software and structural equation modeling were applied. The findings of this study indicate a significant and positive impact of knowledge management implementation infrastructure on organizational change capacity.
Designing an integrated supply chain model based on the Large Hybrid Paradigm in the oil industry (Case study: Abadan Oil Refining Company)
Several methods have been introduced for supply chain management, the most prominent of which is large-scale supply chain management. Given the importance of the subject, this study attempts to evaluate and analyze in a single set, by carefully examining the literature presented, the most important requirements of the large-scale supply chain management strategy in the oil industry, which is one of the industries that affects the economy. These issues in the supply chain, which can reduce the productivity and competitiveness of the company in the oil industry, are factors that prompted the researcher to study the pathology of the supply chain in the oil industry and the Abadan Oil Refinery. In this regard, multi-criteria decision-making techniques will be used to diagnose and rank important indicators of the supply chain, including the supply of raw materials, systems, and human resources, so that if the rank of each damage in the supply chain is determined, appropriate suggestions and solutions will be provided for it, and those that are more damaged will be taken into account in a broader perspective. New strategies will also be used in this study. Lean, agile, resilient, and green are paradigms that have been proposed so far with the aim of examining and improving supply chain performance. Each of these four paradigms has different goals and is essential for creating an efficient and effective supply chain in responding to different customer needs. In the research conducted, one or a combination of several paradigms has been used, and in the present study, due to its importance, comprehensiveness, and the possibility of comprehensive and maximum examination of the oil industry supply chain, all four paradigms have been used in order to understand the interaction between these paradigms in this chain, and to present a suitable model for diagnosing and improving the oil industry supply chain using the results of the studies conducted at the Abadan Oil Refinery as the study unit.
The Role of Experiential and Supportive Marketing on Customer Loyalty with the Mediating Role of Service Quality (Case Study: Agricultural Bank of Ardabil Province)
Banks, as one of the economic pillars of the country, have sought to enhance the effectiveness of their marketing activities in recent years. This shift is driven by the increasing competition in the banking services market, the emergence of private banks one after another, the anticipated presence of foreign banks in the near future, and the necessity of ensuring long-term survival. The present study aims to examine the role of experiential and supportive marketing on customer loyalty, with the mediating role of service quality. The statistical population includes all customers of the Agricultural Bank of Ardabil Province, which is considered an unlimited population. Based on Morgan’s table, a sample size of 377 individuals was selected using stratified random sampling. Data collection was conducted using standardized questionnaires developed by Dubois (2005), McLuhan (2008), and Ashrafi (2007). The validity and reliability of the questionnaires were confirmed through confirmatory factor analysis and Cronbach's alpha coefficient. The collected data were analyzed using structural equation modeling (SEM) and bootstrapping methods, with calculations performed using SPSS, Lisrel, and Stata software. The findings of this study indicate that experiential and supportive marketing have a significant impact on customer loyalty. Additionally, the mediating role of service quality in the relationship between experiential and supportive marketing and customer loyalty was confirmed.
Prioritizing the HET Model Tools Based on the Lifecycle of Sport Tourism in Iran
The aim of this research was to prioritize the tools of the HET model based on the life cycle curve of sports tourism in Iran. This study was applied research conducted using a descriptive survey method. To prioritize the tools of the HET model in the sports tourism sector of Iran, opinions from 44 sports marketing specialists were collected through researcher-designed questionnaires. The face and content validity of the questionnaires were confirmed by experts, and their reliability was validated due to the inconsistency rate of the questionnaires being less than (0.1). For data analysis, the AHP method and Expert Choice 11 software were utilized. According to the findings, in the introduction stage, creating awareness and knowledge ranked first and second. In the growth stage, creating desire and willingness gained importance, while in the maturity and decline stages, building confidence and purchase held the most significance. Given the intense competition, rapid market growth, and swift changes in consumer behavior, identifying and prioritizing the tools of the HET communication model can assist in advancing the marketing objectives of the sports tourism sector in Iran.
A Novel Approach to Strategic Management: Identifying Factors Affecting the Performance of Football Clubs in the Context of Their Stock Market Listings
The aim of the present study was to introduce a novel approach to strategic management by identifying factors affecting the performance of football clubs from the perspective of their stock market listings. The research method employed in this study followed a mixed-methods approach. Using an exploratory design, qualitative data were collected first, followed by quantitative data. In terms of methodology, this research adopted a combination (qualitative-quantitative) approach, utilizing an exploratory mixed-method design. The statistical population of this study included all experts and academic professionals, such as sport management professors specializing in marketing and financial management professors with expertise in stock exchange and securities, as well as managers and staff in the financial departments of football clubs participating in the Premier League. Sampling was conducted theoretically. The statistical sample of this research consisted of 32 experts. During the qualitative phase of the research, purposeful sampling and the snowball technique were used to conduct in-depth interviews. In total, interviews were conducted with 32 experts in these fields, achieving theoretical saturation after the 20th interview. To analyze the data, descriptive and inferential statistics, as well as the MICMAC and Scenario Wizard software, were utilized. The results of the analyses indicate that the stock market listing of football clubs Esteghlal and Persepolis could significantly influence their performance across various dimensions, including economic, social, managerial, and sporting aspects. Based on the matrix of factors and various scenarios, the growth and transformation paths of these clubs are meaningfully influenced by a range of factors, each of which can either strengthen or weaken the clubs' positions. Listing these clubs on the stock market, while presenting a unique opportunity, also introduces new challenges. Economically, uncertainties and fluctuations in the stock market may pose risks. However, effectively managing these fluctuations could attract investors and strengthen the clubs' financial resources.
Designing an Interpretive Structural Model (ISM) of Digital Transformation Culture Drivers with a Contextual Approach in the Water and Wastewater Company of Tehran Province
Today, digital transformation is described as a modern struggle for survival against the threat of digital disruption. Digital transformation is a process through which an organization evolves by experimenting with new technologies, revising its current approaches to problem-solving, and modifying its operational routines. To realize a digital transformation culture, it is essential to thoroughly examine and address the drivers, challenges, and barriers associated with digital disruption, the integration of emerging technologies, and the transformation of traditional work environments, as overcoming these obstacles is necessary for a successful digital transformation. The objective of this study is to design an interpretive structural model (ISM) of digital transformation culture drivers with a contextual approach in the Water and Wastewater Company of Tehran Province. This research is applied in terms of its objective and employs an exploratory mixed-method approach. In the qualitative phase, thematic analysis was utilized, while the quantitative phase employed interpretive structural modeling (ISM). The qualitative research population consisted of 14 experts, who were purposefully selected until data saturation was achieved. In the quantitative phase, a sample of 234 managers was randomly selected. Data collection in the qualitative phase was conducted through semi-structured in-depth interviews, while in the quantitative phase, a researcher-developed questionnaire was used. In the quantitative stage, data analysis was performed using descriptive statistics, confirmatory factor analysis, and interpretive structural modeling (ISM) based on the opinions of 12 experts. After identifying the themes, the model of digital transformation culture drivers was developed, and the relationships between factors were determined using interpretive structural modeling (ISM). Additionally, the factors were analyzed based on their impact and dependency using the MICMAC (Matrice d'Impacts Croisés Multiplication Appliquée à un Classement) diagram. The results indicate that digital competency and digital openness, with the highest influence power, serve as the primary drivers and key barriers to the formation of a digital transformation culture. The linking factors, including inadequate interactions and decision-making, act as inhibiting elements in the system due to their prevalence. The factor of insufficient maturity is located in the autonomous quadrant, while change management is influenced by other factors within the system. Consequently, to establish and enhance a digital transformation culture, it is necessary to review, modify, or eliminate these major barriers, as overcoming them is crucial for successful digital transformation.
Designing a Model for the Employment of Adjunct Professors at Ferdowsi University of Mashhad
The landscape of higher education has undergone significant changes in recent years. Meanwhile, knowledge is recognized as the most vital resource in contemporary societies. Changes are happening rapidly, and any delayed response to socio-environmental issues further exacerbates the gap between universities and the demands of society. One of the most significant transformations is the emergence of adjunct professors, which has brought about a considerable shift in the academic workforce. The use of such faculty members, based on observations and reports, has been increasingly expanding in universities, creating new challenges in the management of university education. This has become a critical research necessity. Therefore, this study aims to propose a model for the employment of adjunct professors at Ferdowsi University of Mashhad. This research is fundamental in terms of its objective, interpretive in its philosophical approach, qualitative in methodology, and data-driven in its strategy, based on the Strauss and Corbin approach. The study population consisted of current and former university presidents, current and former academic vice-presidents of Ferdowsi University of Mashhad, academic vice-deans of faculties, recruitment committee members, and academic department managers. The sample members were selected using a snowball sampling method, following the theoretical saturation rule. Additionally, the data collection tool for this study was interviews. The results of the data analysis, assisted by MAXQDA qualitative analysis software, were processed using open, axial, and selective coding procedures. The findings of the study include a model that identifies the factors and components related to causal conditions, the core phenomenon, contextual conditions, intervening conditions, strategies, and outcomes. Overall, the research provides a model for the employment of adjunct professors, offering the necessary framework for understanding and recognizing this topic, as well as for developing structured programs and mechanisms.
The Impact of Social Media Marketing on Brand Loyalty Mediated by Brand Identification and Customer Satisfaction
The primary objective of this study was to identify the impact of social media marketing on brand loyalty mediated by brand identification and customer satisfaction. The research method was descriptive-correlational. The statistical population included all students of the Islamic Azad University, Rasht Branch. A convenience sampling method was used to select a sample of 302 customers of online businesses. The research questionnaires included measures of social media marketing, brand loyalty, brand identification, and customer satisfaction. The study hypotheses were analyzed using structural equation modeling (SEM) with Amos and SPSS software. The results indicated that social media marketing (β = 0.26), brand identification (β = 0.38), and customer satisfaction (β = 0.27) had significant effects on customer brand loyalty. Furthermore, social media marketing (β = 0.27) and brand identification (β = 0.35) had significant effects on customer satisfaction. Social media marketing (β = 0.39) also significantly impacted brand identification. Additionally, a summary of the reported coefficients (indirect effects) showed that social media marketing (β = 0.26) and brand identification (β = 0.10) had significant indirect effects on customer loyalty. Moreover, social media marketing (β = 0.14) had a significant indirect effect on customer satisfaction.
Examining the Impact of Knowledge Management Implementation Infrastructure on Organizational Change Capacity (Case Study: District One Municipality of Tehran)
This study investigates the relationship between knowledge management infrastructure and organizational capacity in the District One Municipality of Tehran. This research is descriptive in nature, conducted using a correlational approach, and is categorized as applied research in terms of its objective. A survey method was employed for data collection, utilizing a questionnaire as the research instrument. The questionnaire design was based on the standardized questionnaire by Moghimi (2013), as well as relevant literature and previous research. The statistical population of this study consists of 800 employees of the District One Municipality of Tehran. To determine the sample size, Morgan’s table and a simple random sampling method were used, resulting in a sample size estimate of 260 participants. The collected data were first analyzed using quantitative analysis through descriptive statistics, presented in tables and charts to examine the relationships between variables. Subsequently, for hypothesis testing, LISREL statistical software and structural equation modeling were applied. The findings of this study indicate a significant and positive impact of knowledge management implementation infrastructure on organizational change capacity.
Designing an integrated supply chain model based on the Large Hybrid Paradigm in the oil industry (Case study: Abadan Oil Refining Company)
Several methods have been introduced for supply chain management, the most prominent of which is large-scale supply chain management. Given the importance of the subject, this study attempts to evaluate and analyze in a single set, by carefully examining the literature presented, the most important requirements of the large-scale supply chain management strategy in the oil industry, which is one of the industries that affects the economy. These issues in the supply chain, which can reduce the productivity and competitiveness of the company in the oil industry, are factors that prompted the researcher to study the pathology of the supply chain in the oil industry and the Abadan Oil Refinery. In this regard, multi-criteria decision-making techniques will be used to diagnose and rank important indicators of the supply chain, including the supply of raw materials, systems, and human resources, so that if the rank of each damage in the supply chain is determined, appropriate suggestions and solutions will be provided for it, and those that are more damaged will be taken into account in a broader perspective. New strategies will also be used in this study. Lean, agile, resilient, and green are paradigms that have been proposed so far with the aim of examining and improving supply chain performance. Each of these four paradigms has different goals and is essential for creating an efficient and effective supply chain in responding to different customer needs. In the research conducted, one or a combination of several paradigms has been used, and in the present study, due to its importance, comprehensiveness, and the possibility of comprehensive and maximum examination of the oil industry supply chain, all four paradigms have been used in order to understand the interaction between these paradigms in this chain, and to present a suitable model for diagnosing and improving the oil industry supply chain using the results of the studies conducted at the Abadan Oil Refinery as the study unit.
The Role of Experiential and Supportive Marketing on Customer Loyalty with the Mediating Role of Service Quality (Case Study: Agricultural Bank of Ardabil Province)
Banks, as one of the economic pillars of the country, have sought to enhance the effectiveness of their marketing activities in recent years. This shift is driven by the increasing competition in the banking services market, the emergence of private banks one after another, the anticipated presence of foreign banks in the near future, and the necessity of ensuring long-term survival. The present study aims to examine the role of experiential and supportive marketing on customer loyalty, with the mediating role of service quality. The statistical population includes all customers of the Agricultural Bank of Ardabil Province, which is considered an unlimited population. Based on Morgan’s table, a sample size of 377 individuals was selected using stratified random sampling. Data collection was conducted using standardized questionnaires developed by Dubois (2005), McLuhan (2008), and Ashrafi (2007). The validity and reliability of the questionnaires were confirmed through confirmatory factor analysis and Cronbach's alpha coefficient. The collected data were analyzed using structural equation modeling (SEM) and bootstrapping methods, with calculations performed using SPSS, Lisrel, and Stata software. The findings of this study indicate that experiential and supportive marketing have a significant impact on customer loyalty. Additionally, the mediating role of service quality in the relationship between experiential and supportive marketing and customer loyalty was confirmed.
Prioritizing the HET Model Tools Based on the Lifecycle of Sport Tourism in Iran
The aim of this research was to prioritize the tools of the HET model based on the life cycle curve of sports tourism in Iran. This study was applied research conducted using a descriptive survey method. To prioritize the tools of the HET model in the sports tourism sector of Iran, opinions from 44 sports marketing specialists were collected through researcher-designed questionnaires. The face and content validity of the questionnaires were confirmed by experts, and their reliability was validated due to the inconsistency rate of the questionnaires being less than (0.1). For data analysis, the AHP method and Expert Choice 11 software were utilized. According to the findings, in the introduction stage, creating awareness and knowledge ranked first and second. In the growth stage, creating desire and willingness gained importance, while in the maturity and decline stages, building confidence and purchase held the most significance. Given the intense competition, rapid market growth, and swift changes in consumer behavior, identifying and prioritizing the tools of the HET communication model can assist in advancing the marketing objectives of the sports tourism sector in Iran.
A Novel Approach to Strategic Management: Identifying Factors Affecting the Performance of Football Clubs in the Context of Their Stock Market Listings
The aim of the present study was to introduce a novel approach to strategic management by identifying factors affecting the performance of football clubs from the perspective of their stock market listings. The research method employed in this study followed a mixed-methods approach. Using an exploratory design, qualitative data were collected first, followed by quantitative data. In terms of methodology, this research adopted a combination (qualitative-quantitative) approach, utilizing an exploratory mixed-method design. The statistical population of this study included all experts and academic professionals, such as sport management professors specializing in marketing and financial management professors with expertise in stock exchange and securities, as well as managers and staff in the financial departments of football clubs participating in the Premier League. Sampling was conducted theoretically. The statistical sample of this research consisted of 32 experts. During the qualitative phase of the research, purposeful sampling and the snowball technique were used to conduct in-depth interviews. In total, interviews were conducted with 32 experts in these fields, achieving theoretical saturation after the 20th interview. To analyze the data, descriptive and inferential statistics, as well as the MICMAC and Scenario Wizard software, were utilized. The results of the analyses indicate that the stock market listing of football clubs Esteghlal and Persepolis could significantly influence their performance across various dimensions, including economic, social, managerial, and sporting aspects. Based on the matrix of factors and various scenarios, the growth and transformation paths of these clubs are meaningfully influenced by a range of factors, each of which can either strengthen or weaken the clubs' positions. Listing these clubs on the stock market, while presenting a unique opportunity, also introduces new challenges. Economically, uncertainties and fluctuations in the stock market may pose risks. However, effectively managing these fluctuations could attract investors and strengthen the clubs' financial resources.
Designing an Interpretive Structural Model (ISM) of Digital Transformation Culture Drivers with a Contextual Approach in the Water and Wastewater Company of Tehran Province
Today, digital transformation is described as a modern struggle for survival against the threat of digital disruption. Digital transformation is a process through which an organization evolves by experimenting with new technologies, revising its current approaches to problem-solving, and modifying its operational routines. To realize a digital transformation culture, it is essential to thoroughly examine and address the drivers, challenges, and barriers associated with digital disruption, the integration of emerging technologies, and the transformation of traditional work environments, as overcoming these obstacles is necessary for a successful digital transformation. The objective of this study is to design an interpretive structural model (ISM) of digital transformation culture drivers with a contextual approach in the Water and Wastewater Company of Tehran Province. This research is applied in terms of its objective and employs an exploratory mixed-method approach. In the qualitative phase, thematic analysis was utilized, while the quantitative phase employed interpretive structural modeling (ISM). The qualitative research population consisted of 14 experts, who were purposefully selected until data saturation was achieved. In the quantitative phase, a sample of 234 managers was randomly selected. Data collection in the qualitative phase was conducted through semi-structured in-depth interviews, while in the quantitative phase, a researcher-developed questionnaire was used. In the quantitative stage, data analysis was performed using descriptive statistics, confirmatory factor analysis, and interpretive structural modeling (ISM) based on the opinions of 12 experts. After identifying the themes, the model of digital transformation culture drivers was developed, and the relationships between factors were determined using interpretive structural modeling (ISM). Additionally, the factors were analyzed based on their impact and dependency using the MICMAC (Matrice d'Impacts Croisés Multiplication Appliquée à un Classement) diagram. The results indicate that digital competency and digital openness, with the highest influence power, serve as the primary drivers and key barriers to the formation of a digital transformation culture. The linking factors, including inadequate interactions and decision-making, act as inhibiting elements in the system due to their prevalence. The factor of insufficient maturity is located in the autonomous quadrant, while change management is influenced by other factors within the system. Consequently, to establish and enhance a digital transformation culture, it is necessary to review, modify, or eliminate these major barriers, as overcoming them is crucial for successful digital transformation.
Designing a Model for the Employment of Adjunct Professors at Ferdowsi University of Mashhad
The landscape of higher education has undergone significant changes in recent years. Meanwhile, knowledge is recognized as the most vital resource in contemporary societies. Changes are happening rapidly, and any delayed response to socio-environmental issues further exacerbates the gap between universities and the demands of society. One of the most significant transformations is the emergence of adjunct professors, which has brought about a considerable shift in the academic workforce. The use of such faculty members, based on observations and reports, has been increasingly expanding in universities, creating new challenges in the management of university education. This has become a critical research necessity. Therefore, this study aims to propose a model for the employment of adjunct professors at Ferdowsi University of Mashhad. This research is fundamental in terms of its objective, interpretive in its philosophical approach, qualitative in methodology, and data-driven in its strategy, based on the Strauss and Corbin approach. The study population consisted of current and former university presidents, current and former academic vice-presidents of Ferdowsi University of Mashhad, academic vice-deans of faculties, recruitment committee members, and academic department managers. The sample members were selected using a snowball sampling method, following the theoretical saturation rule. Additionally, the data collection tool for this study was interviews. The results of the data analysis, assisted by MAXQDA qualitative analysis software, were processed using open, axial, and selective coding procedures. The findings of the study include a model that identifies the factors and components related to causal conditions, the core phenomenon, contextual conditions, intervening conditions, strategies, and outcomes. Overall, the research provides a model for the employment of adjunct professors, offering the necessary framework for understanding and recognizing this topic, as well as for developing structured programs and mechanisms.
The Impact of Social Media Marketing on Brand Loyalty Mediated by Brand Identification and Customer Satisfaction
The primary objective of this study was to identify the impact of social media marketing on brand loyalty mediated by brand identification and customer satisfaction. The research method was descriptive-correlational. The statistical population included all students of the Islamic Azad University, Rasht Branch. A convenience sampling method was used to select a sample of 302 customers of online businesses. The research questionnaires included measures of social media marketing, brand loyalty, brand identification, and customer satisfaction. The study hypotheses were analyzed using structural equation modeling (SEM) with Amos and SPSS software. The results indicated that social media marketing (β = 0.26), brand identification (β = 0.38), and customer satisfaction (β = 0.27) had significant effects on customer brand loyalty. Furthermore, social media marketing (β = 0.27) and brand identification (β = 0.35) had significant effects on customer satisfaction. Social media marketing (β = 0.39) also significantly impacted brand identification. Additionally, a summary of the reported coefficients (indirect effects) showed that social media marketing (β = 0.26) and brand identification (β = 0.10) had significant indirect effects on customer loyalty. Moreover, social media marketing (β = 0.14) had a significant indirect effect on customer satisfaction.
Current Issue
Vol. 3 No. 5 (2024): Serial Number 11
Published:
2024-12-22
پژوهشی اصیل
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Thematic Analysis of Factors Influencing the Development of an Agile Electronic Entrepreneurial Organization Evaluation Model and Its Desirability Using the Diagnostic Analysis Technique
Abouzar Heydarianizadeh ; Mozhde Rabbani * ; Abolfazl Sadeghian , Mohammad Taghi Honary , Hassan Dehghan Dehnavi134-152 -
Structuring the Factors Influencing Consumer Behavior in Electronic Marketing Using Soft Systems Methodology
Mehran Safarnezhad Firouzabad ; Seyed Reza Seyed Javadin * ; Tahmoures Hasangholipour Yasouri , Seyed Ahmad Ghasemi383-400
