Iranian Business Management AssociationInternational Journal of Resistive Economics2345-495411420231101The Impact of Digital Marketing on Customer Loyalty with the Mediating Role of Perceived Customer Value1722228010.22034/oajre.2025.527880.1119ENMehdiAsghrnejad AmiriDepartment of Business Management, Mazandaran University, Babolsar, Iran.Mohammad MehdiAsgariDepartment of Business Management, Tonekabon Branch, Islamic Azad University, Tonekabon, Iran.Journal Article20230711This study investigates the impact of digital marketing on customer loyalty, with an emphasis on the mediating role of perceived customer value in Iranian online businesses. The research is applied and descriptive-survey in nature, with the statistical population consisting of customers of e-commerce platforms in Iran. A sample of 420 respondents was selected through simple random sampling and surveyed using a standardized questionnaire. The data collection tool was a localized questionnaire comprising three main sections: digital marketing (12 items), perceived customer value (10 items), and customer loyalty (8 items). The questionnaire’s reliability was confirmed with a Cronbach’s alpha coefficient of 0.91, and its validity was verified through Confirmatory Factor Analysis (CFA) with fit indices (GFI=0.93, CFI=0.96, RMSEA=0.05). Data were analyzed using SmartPLS4 software and the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The results indicate that digital marketing has a significant positive effect on perceived customer value (β=0.68, t=9.34, p<0.01) and customer loyalty (β=0.54, t=7.89, p<0.01). Additionally, perceived customer value plays a partial mediating role in the relationship between digital marketing and customer loyalty (β=0.41, t=4.67, p<0.05). These findings underscore the importance of employing digital marketing strategies, such as personalized content and online interactions, to enhance perceived customer value and foster customer loyalty. It is recommended that online businesses focus on improving content quality and user experience to strengthen customer loyalty. This study provides valuable insights for managers to design more effective marketing strategies by understanding the role of perceived customer value.https://www.oajre.ir/article_222280_2005d7b92279150632ccac437a5417f1.pdfIranian Business Management AssociationInternational Journal of Resistive Economics2345-495411420231101The Effect of Entrepreneurship Education on Entrepreneurial Intentions of University Students81919745710.22034/oajre.2024.461401.1087ENMehdiJannatiMaster degree, new business management department, entrepreneurship orientation, Sari branch, Islamic Azad University, Sari, Iran.Journal Article20230106The purpose of this research is to investigate the effect of entrepreneurship education on the entrepreneurial intentions of Islamic Azad University students in Mazandaran province. This is an applied research with a quantitative (comparative) approach conducted through a descriptive survey using standard questionnaires. The statistical population included all management students of Islamic Azad Universities in Mazandaran province, numbering 2565 people according to the statistics. A sample size of 335 was obtained from Cochran's formula, the individual members of which were selected using convenience random sampling. For measurement of the variables, we made use of the standard questionnaire developed by Xu and Lee et al (2022). Validity of the questionnaire was assessed and confirmed by the academic experts. Its reliability, as measured in terms of Cronbach's alpha (= 0.841), was high and thus, confirmed. The obtained survey data for the test of the research hypotheses were analyzed using SEM-PLS technique. The results indicate that entrepreneurship education has a positive and significant effect on the entrepreneurial capacities and entrepreneurial intentions of students. In addition, entrepreneurial capacities have a positive and significant effect on the entrepreneurial intentions of students.https://www.oajre.ir/article_197457_171b95d3c81173223b2026db7d387168.pdfIranian Business Management AssociationInternational Journal of Resistive Economics2345-495411420231101Model of Entrepreneurial Leadership’s Role in the Performance of Small and Medium Enterprises Active in Nanotechnology203021645910.22034/oajre.2025.509704.1104ENMehdiSavadkouhi MahforoujakiPh.D. Student in Entrepreneurship, Sari Branch, Islamic Azad University, Sari, IranRezaYousefi SaeidabadiAssistant Professor, Department of Management, Sari Branch, Islamic Azad University, Sari, IranMajidFattahiAssistant Professor, Department of Management, Sari Branch, Islamic Azad University, Sari, IranJournal Article20230510The purpose of this study is to propose a model of entrepreneurial leadership aimed at enhancing the performance of small and medium enterprises (SMEs) active in the field of nanotechnology in Tehran. The nature of this research is exploratory, utilizing qualitative data. The qualitative research population consists of 14 individuals who, in addition to holding responsibilities in knowledge-based companies within the nanotechnology industry, possess academic credentials with at least a doctoral degree in a management-related field and teaching experience at universities. The researcher employed the snowball sampling method in this phase, achieving theoretical saturation after conducting interviews with 14 elites and experts. Qualitative data were collected through structured interviews, and data analysis was performed using the qualitative thematic analysis method. This process involved three stages: open coding, sub-theme coding, and main theme coding, leading to the extraction of main and sub-themes. The Maxqda 2020 software was used to address the research questions. The results indicate that the main themes include the Personality Traits of the Entrepreneurial Leader, Entrepreneurial Leadership Skills, Perceptual Characteristics of the Leader, Opportunity Recognition, Entrepreneurial Learning, and Comprehensive Organizational Resource Management. Additionally, based on the findings, among the extracted codes, the highest frequency pertains to the codes of Idea Creation, Entrepreneurial Orientation, and Nanotechnology Business Analysis, which form the focal point of nanotechnology business analysis. At the apex of the pyramid are Inspiration and Financial Analysis, while the base of the pyramid consists of the Development of Entrepreneurial Capabilities.https://www.oajre.ir/article_216459_3a8c61c2b3ec25b46698da6133ec43f1.pdfIranian Business Management AssociationInternational Journal of Resistive Economics2345-495411420231101Prioritizing Factors Affecting Knowledge Management Implementation with a Marketing Strategy Approach314022166010.22034/oajre.2025.525204.1116ENSeyed MohammadbagherZareiMaster Degree, Business Administration, Sari Branch, Islamic Azad University, Sari, Iran.Journal Article20230521This study aimed to prioritize the factors affecting the implementation of knowledge management with a marketing strategy approach in the subsidiary companies of the Mostazafan Foundation’s Agriculture and Livestock Holding. The research was conducted with a descriptive-survey design and applied nature. The statistical population comprised approximately 40 senior managers, from which 20 experts were selected using purposive sampling based on criteria such as age, education, and familiarity with knowledge management. Data were collected using a standardized questionnaire evaluating seven factors: strategy and objectives, structural factors, organizational infrastructure, information technology, organizational culture, human resources, and auditing and evaluation. The questionnaire’s validity was confirmed through content validity, and its reliability was verified with a consistency ratio of 0.09. Data analysis was performed using descriptive statistics and the Analytic Hierarchy Process (AHP). The results indicated that the priorities, in descending order, were structural factors, strategy and objectives, human resources, organizational infrastructure, organizational culture, information technology, and auditing and evaluation. These findings underscore the critical role of organizational structure and strategic focus in effectively implementing knowledge management, offering practical solutions for organizations seeking to enhance competitiveness through knowledge-based marketing strategies.https://www.oajre.ir/article_221660_c8515db3b5203ba05541921891755efc.pdfIranian Business Management AssociationInternational Journal of Resistive Economics2345-495411420231101Identification and Ranking of Barriers to Research and Development Investment in Industrial Centers415224511310.220.34.2023.26ENFatemehValizadeh ImeniMaster's Degree, Business Management, Sari Branch, Islamic Azad University, Sari, IranMasoudAhmadiAssistant Professor, Department of Public Administration, Islamic Azad University, Sari Branch, Sari, Iran.Journal Article20230502Research and Development (R&D), as the primary driver of technological innovation and the enhancement of industrial competitiveness, plays an undeniable role in sustainable economic development. However, empirical evidence and provincial statistics indicate that industrial centers in Mazandaran province face numerous structural, managerial, and operational challenges in attracting investment and establishing R&D units. The primary objective of this study is to identify and rank the barriers to R&D investment in the industrial centers of Mazandaran province. Methodologically, this research is applied in terms of its objective and descriptive-survey in terms of its nature. The statistical population comprised 32 experts and managers affiliated with the industry, academia, science and technology parks, and the Department of Industry, Mining, and Trade of Mazandaran province. Due to the limited population size, a census sampling method was employed. Data collection instruments included open-ended questionnaires (to identify barriers via the Delphi technique) and pairwise comparison questionnaires (AHP). Following data organization in Microsoft Excel, the analysis was conducted using MATLAB software based on the AHP methodology. The Consistency Ratio (CR) for all pairwise comparison matrices was calculated to be less than 0.10, indicating the validity and reliability of the experts' judgments. The findings revealed seven principal factors, ranked by importance, as follows: management (0.195), infrastructure (0.178), financial resources (0.169), policies and procedures (0.153), laws and regulations (0.116), human resources (0.109), and cultural factors (0.077). At the sub-criteria level, the absence of long-term strategic planning, the lack of constructive industry-academia linkages, and the insufficiency of corporate financial resources were identified as the primary bottlenecks. The results of this study emphasize that to accelerate R&D investment, it is imperative to revise managerial structures, strengthen the technology ecosystem, facilitate financial mechanisms, and reform governmental macro-policies.https://www.oajre.ir/article_245113_7e41f43e37d26f1a93e5d5b83d56cf55.pdf