درخت حوزه‌های تخصصی

The purpose of this study is to present a gray marketing model using the role of influencers in social media. This research has been collected in terms of practical purpose and in terms of data collection method, quantitative-qualitative, it means using a questionnaire and interview. The face validity of the questionnaire was confirmed by experienced professors. The reliability of the questionnaire was also assessed using Cronbach's alpha method. The statistical population of the study consists of two sections: food consumers and faculty members, experts who had the most information in the field of gray marketing and the role of  virtual influencers. 384 were selected from the first population after determining the sample size using Cochran's formula. From the second community, 14 people were selected and their opinions were qualitatively analyzed. In quantitative data analysis, the structural equation approach was used and in qualitative data analysis, Grounded theory approach method and in-depth interview were used. Findings of this study were extracted in the qualitative part of the variables of causal factors, contextual factors, intervening factors, and outcomes and the findings of the quantitative section showed that the coefficient of variable path of parallel factors and parallel imports is 0.906 and also t-statistic is 11.328 and the coefficient of variable path of parallel factors and parallel imports is 0.992 and t-statistic is 13.476. The coefficient of variable path of interfering factors and parallel import is 0.591 and t-statistic is 8.017. Also, the coefficient of the variable of consequences and parallel imports is 0.755 and also the t-statistic is 9.705. Finally, the variable path coefficient of strategies and parallel imports is 0.673 and the t-statistic is 8.627.

Nowadays, the great benefits of cloud computing have dramatically increased the number of e-banking users. Hence, the competition in the banking industry has boosted and managers need to evaluate their branches on a regular basis. To this end, this study aims to evaluate cloud-based banking systems based on the Quality of Service (QoS) attributes using the Dynamic Network Data Envelopment Analysis (DNDEA) model. The main advantage of this research is that the efficiency of cloud-based bank branches can be estimated more realistically according to their internal structure over a specific time span. To conduct the experiment, 40 bank branches in Iran are analyzed by considering between-period and divisional interactions during 2018-2019. A cloud-based bank branch is conceptualized as a set of three inter-connected divisions including capabilities, intermediate process, and profitabilities. Some outputs of sub-DMUs 2 and 3 are treated as desirable and undesirable carry-overs between consecutive periods. In addition, the cost items and QoS attributes are considered as the inputs and outputs of divisions, respectively. The results indicate that 28 bank branches were efficient and all of the inefficiencies fall in divisions 1 and 3. Moreover, the number of efficient branches has been reduced from 2018 to 2019.

The purpose of this study was to investigate the effect of scenario planning on strategic innovation considering the mediating role of strategic thinking and strategic flexibility. This research is applied in terms of purpose and descriptive survey in nature. The statistical population of the study is the manufacturing companies of Bushehr province. In order to determine the sample size, the test-software method (G-Power) was used. Based on this, 222 observations were calculated. Using a simple random sampling method with the online survey, 176 questionnaires were finally received by the researchers. Data analysis was performed using the structural equation method and Smart PLS 3 software. Research findings showed that scenario planning has a positive and significant effect on strategic innovation. The mediating effect of strategic flexibility and strategic thinking in the relationship between scenario planning and strategic innovation is also significant. The present study expands the management literature by filling in research gaps. Organizations today need to change their past strategies to be able to understand and meet customer needs faster and more competitively than other competitors.