سهراب یزدانی

Advertising is considered as one of the most important components of a business unit's sustainability, which plays a decisive role in promoting green product awareness. The purpose of this study was to evaluate the level of acceptance of green perception of customers based on the visual themes of green advertising on social media. This study is a developmental research in terms of purpose, because due to the lack of a basis for assessing the level of acceptance of green perception of customers based on visual themes of green advertising in previous research, based on meta-synthesis in the first step tried to identify components as analytical basis. And use propositions as reference variables. In order to explain the identified components, Intuitive Fuzzy Sets analysis (IFSs) was used to determine the most effective basis for evaluating the level of green perception of customers based on the visual themes of green advertising. In this study, the target population consisted of two parts: qualitative. In the qualitative part, with the help of 16 marketing experts at the university level, an attempt was made to identify the research components, components in the form of scoring forms. In the small section, 50 managers at different levels of knowledge-based companies participated. The results showed that the proposition of brand identity is considered as the most effective visual theme of green advertising in the companies under study, which strengthens the perception based on social convergence as a component of accepting the green perception of customers. This result shows that the content of green brand identity in the form of a comprehensive norm will form the perception of social convergence in customers, because this perception is considered as an external stimulus due to the existence of environmental values, which causes customers to realize the importance.

Improving students' academic buoyancy is a priority of education and health systems. The main purpose of this study was structural analysis of the relationship between health literacy, organizational support, school climate with students' academic buoyancy by teachers’ and school nurses’ job performance mediation in health promoting schools. The method of this correlation research is based on structural equation model. 160 health promoting schools were selected by stratified random sampling and two teachers, one health nurse and two students were randomly selected from each school. In total, 160 health nurses, 320 teachers and 960 students were studied. Annual teachers’ and school nurses’ job performance score, health literacy, organizational support, school climate and academic buoyancy questionnaires were used to collect data. Smart-PLS structural equation model has been used to analyze the data. The path coefficient of direct effect of organizational support on the performance of teachers and school nurses was 0.48, the correlation between performance with academic buoyancy was 0.74, the correlation between school climate and performance was 0.33 (P <0.05). The path coefficient of indirect effects of organizational support on academic buoyancy mediated by the performance was 0.36 and also the indirect correlation between school climate and academic buoyancy mediated by the performance was 0.24 (P <0.05). The direct effect of school climate, organizational support and health literacy on academic buoyancy is not significant (P> 0.05). Attention to improving the performance and organizational support of teachers leads to improving the academic buoyancy of students.