مطالب

Purpose : As competition increases in today's world, companies must strive to establish a strong brand name both in the market and in the minds of consumers. This study investigates the impact of social media advertising on the competitive position of the Daewoo brand. Given that Daewoo has received permission to assemble and service its brand in Iran, and considering that popular companies such as Samsung and LG have exited the market, Iranian consumers can benefit from the high quality of this company's products, which will also create jobs for local workers and specialists. More effective advertising of this brand's products is will results in increased sales and contribute to the country's progress. Method : This research is applied in purpose, descriptive-survey in nature, quantitative in data type and field and library in method. The standard questionnaire is derived from the research article by Ashraf et al. 2019, achieving a Cronbach's alpha above 0.7. The statistical population is limited to Daewoo consumers who are active on Instagram, Daewoo website, and those who visit Daewoo dealerships in Iran. Given the large population size, a sample of 384 respondents was selected using Cochran’s formula. Data analysis was conducted using SPSS 26 software. Findings : The results showed that manufacturers of Daewoo products should prioritize loyalty and trust alongside customer satisfaction by fostering a long-term, mutually beneficial relationship, and that advertising on social networks significantly impacts the competitive position of the company's product brand. Conclusion : This research will be valuable for marketers and domestic sellers Daewoo products. It is also suggested that the company strengthen trust among customers through advertising on social networks.

Purpose : This study aims to explore the development and implementation of knowledge management (KM) in Iranian government-affiliated research centers. The primary focus is on identifying key factors, challenges, and opportunities in adopting effective KM practices, with the goal of proposing strategic frameworks and practical recommendations to optimize KM processes in these organizations. Method : A qualitative research design was employed, utilizing a population of scientific articles on KM in Iranian research centers. Through purposive sampling, 55 articles were selected for analysis. The primary tool used was a “Document Review Checklist”. Data were analyzed using a systematic content analysis method, which facilitated the identification of recurring themes and patterns related to KM implementation. Findings : The study identified six global themes critical to KM implementation: Maturity, Knowledge-Based Decision Making, Structural Flexibility, Knowledge-Centricity, Socialization, and Localization of Cloud Computing. While managers and experts recognized the value of KM and demonstrated a willingness to establish relevant systems, significant barriers - such as limited IT infrastructure, insufficient incentives, cultural resistance, and a lack of comprehensive policies hindered effective implementation. The findings also highlighted the importance of fostering a knowledge-sharing culture, providing continuous training, and leveraging advanced technologies like Artificial Intelligence and localized cloud computing to enhance KM processes, data accessibility, and collaboration. Conclusion : The study concluded that nurturing an organizational culture that encourages knowledge sharing, providing adequate training and incentives, and adopting advanced technologies are essential for successful KM implementation. Additionally, leveraging international models and applying continuous improvement strategies can significantly enhance research capacities and elevate organizational performance. Addressing cultural, structural, and technological barriers is crucial for unlocking the full potential of KM in Iranian government-affiliated research centers, ultimately improving decision-making, innovation, and international collaboration.