درخت حوزه‌های تخصصی

This study analyzes the relationships among quality of life, workaholism and psychological capital. The sample of the study consists of 212 registered employees of Shahid Dr. Beheshtei Hospital in Shiraz. Subjects have been selected using convenience sampling. World Health Organization Quality of life Questionnaire, Luthans psychological capital questionnaire and workaholism analysis questionnaire (Samani and Ahmadi) have been used in the present study. The research shows that there is a significant relationship between psychological capital and quality of life components while workaholism is not related to quality of life components. It is concluded that workaholism cannot predict quality of life components whereas psychological capital components predict quality of life components significantly.

The current research deals with the modeling of value creation process by using viral marketing in line with branding in the banking industry (case study: Tejarat Bank). This research has a mixed approach based on thematic analysis method and is based on the research objective of exploratory type and the method of collecting information from library and field type. The statistical population for conducting semi-structured interviews included professors, policy makers and marketing managers. Sampling was done by snowball method and data analysis was done using MAXQDA software, in total 69 basic themes and 5 organizing themes were extracted. At the technology level, there are six categories of using appropriate tools, channels and technologies, the type of social network and being popular, advertising campaigns, ease of message transmission, message sharing mechanisms, and at the level of message content, there are five categories of message content: creating a positive attitude in the audience, comprehensibility, Innovation in the message, specialization of the message, non-repetition of the message and the quality level of advertisements, six categories of up-to-date information, comprehensiveness and inclusiveness of advertisements, personalization of the message, usefulness of information, value of the message, accuracy of information and the level of credibility, which include the categories of source reputation, expression Making the product is the functionality of the product. In the quantitative section that was done using Smart pls software, the results showed that among the identified components, the correct targeting component with a path coefficient of 0.557 had the highest path coefficient.