Iranian Business Management AssociationInternational Journal of Resistive Economics2345-495412220240401Designing a Digital Marketing Model for the Internationalization of Small and Medium-Sized Dairy Enterprises11422479010.22034/oajre.2025.534049.1126ENTayebeHeydari ArdiPhD Student in Business Management, Sari Branch, Islamic Azad University, Sari, Iran.MajidFattahiAssistant Professor, Department of Business Management, Sari Branch, Islamic Azad University, Sari, IranMohammad RezaEghbalAssistant Professor, Department of Business Management, Sari Branch, Islamic Azad University, Sari, Iran.Journal Article20240222The purpose of this study is to design a digital marketing model aimed at the internationalization of small and medium-sized dairy enterprises. Based on its objectives, this research is classified as applied-developmental. Employing a qualitative approach and utilizing the thematic analysis technique, the study seeks to propose the aforementioned model. The participant population in the qualitative phase consists of theoretical experts and practical experts. A combination of purposive and snowball sampling methods was used for participant selection. The sample size in the qualitative phase was determined based on achieving theoretical saturation, meaning interviews with dairy industry experts continued until theoretical saturation was reached, which occurred after conducting semi-structured interviews with 16 experts. Data collection in the qualitative phase was carried out through semi-structured interviews. To ensure the reliability of the qualitative phase and confirm theoretical saturation, the study employed the inter-rater agreement correlation matrix test and a dual-coder diagram. The model design and identification of primary and secondary themes were conducted using the Maxqda2020 software. The findings indicate the identification of six main themes within the digital marketing model for the internationalization of small and medium-sized dairy enterprises, including: analysis and understanding of international markets (with 5 sub-themes), establishing a strong digital presence (with 3 sub-themes), collaboration with international business partners (with 5 sub-themes), compliance with international laws and standards (with 5 sub-themes), adoption of innovative international digital marketing models (with 6 sub-themes), and building a global brand (with 2 sub-themes).https://www.oajre.ir/article_224790_fb5e086f912a449bf2e0692eb7d12749.pdfIranian Business Management AssociationInternational Journal of Resistive Economics2345-495412220240401The Role of Multichannel Integration Quality and Customer Satisfaction in the Relationship between Service Quality and Customer Loyalty in the Banking Sector152222195010.22034/oajre.2025.525026.1112ENAlirezaChaloei AshrafiMaster's Degree, Business Administration (Marketing Orientation), Sari Branch, Islamic Azad University, Sari, Iran.Mohammad SinaAmir NejadMaster's Degree, Business Management (Strategic Management Orientation), Iran University of Science and Technology, Tehran, Iran.SogandBarimaniMaster's Degree, Business Administration (Marketing Orientation), Sari Branch, Islamic Azad University, Sari, IranJournal Article20240520This study aims to investigate the role of multichannel integration quality and customer satisfaction in the relationship between service quality and customer loyalty within the banking sector. The research is applied in nature and descriptive-correlational in method. The statistical population includes all customers of Export Bank, and based on Cochran's formula, a sample size of 385 individuals was selected using convenience sampling. The data collection tool is a standardized questionnaire adapted from Alziedi (2023), which was validated by academic supervisors. Data were analyzed using SPSS and SmartPLS4 software. Findings indicate that service quality has a positive and significant effect on customer loyalty, multichannel integration quality, and customer satisfaction. Additionally, customer satisfaction mediates the relationship between service quality and customer loyalty. Furthermore, multichannel integration quality also plays a mediating role in enhancing customer loyalty through an integrated experience. The results support the importance of omnichannel strategies in modern banking, emphasizing seamless interactions across multiple channels to improve customer experience, satisfaction, and ultimately loyalty. This research contributes to both theoretical understanding and practical implications for banking managers seeking to enhance customer relationships through digital transformation and integrated service delivery.https://www.oajre.ir/article_221950_16c466ce74b6b87acdf4e1e59a522fb2.pdfIranian Business Management AssociationInternational Journal of Resistive Economics2345-495412220240401Investigating the relationship between critical thinking and inspirational motivation of leadership with the mediating role of employees' voice among education workers in Sirjan city234520191410.22034/oajre.2024.471625.1092ENElaheAtaeyanMaster of Business Administration, Payam Noor University, Sari, IranAlirezaFathizadehAssistant Professor, Department of Public Administration, Payam Noor University, Tehran, IranAkbarBahmaniAssociate Professor, Department of Public Administration, Payam Noor University, Tehran, IranJournal Article20240304The present research was carried out in order to "investigate the relationship between critical thinking and inspirational motivation of leadership with the mediating role of employees' voice among education workers in Sirjan city.. This research is practical in terms of its purpose and descriptive in terms of its nature and method. The statistical population of this research is all education workers in Sirjan city, whose number is 328 in the 2023 year. In this research, due to the large size of the population, 177 people were selected using the Cochran formula, and a simple random sampling method was used. Bass and Olive(2000) and Liang's(2012) employee voice questionnaire. In order to analyze the data, descriptive statistics and inferential statistics and structural equations were used using Lisrel software. The results of data analysis showed that there is a significant relationship between critical thinking and inspirational motivation of leadership with the mediating role of employees' voice among education workers in Sirjan city. There is a significant relationship between critical thinking and inspirational motivation of leadership among education workers in Sirjan city. There is a significant relationship between critical thinking and voice of employees among education employees in Sirjan city. And between voice of employees and inspirational motivation of leadership in There is a significant relationship between the education staff of Sirjan city.https://www.oajre.ir/article_201914_0130f8a7c65d885bebf91b24cde85ebf.pdfIranian Business Management AssociationInternational Journal of Resistive Economics2345-495412220240401The Role of Digital Marketing in Behavioral Intention and Customer Acquisition in the Medical Equipment Industry: A Systematic Review466021498210.22034/oajre.2025.505528.1103ENSaraSerajpourPhD Student in Business Management, Sari Branch, Islamic Azad University, Sari, Iran.MajidFattahiAssistant Professor, Department of Business Management, Sari Branch, Islamic Azad University, Sari, IranMohammad RezaEghbal3. Assistant Professor, Department of Business Management, Sari Branch, Islamic Azad University, Sari, IranJournal Article20240225The medical equipment industry is a vital yet highly competitive sector within healthcare. Digital marketing has emerged as a powerful and innovative tool in identifying, attracting, and retaining customers in this industry. This qualitative study, employing content analysis, examines scholarly literature and research documents on the role of digital marketing in shaping behavioral intentions and customer acquisition. After reviewing abstracts, 52 documents were selected, including scholarly articles, reports, conference papers, theses, and book chapters. The inclusion criteria were the availability of full-text original research articles, case studies, and reviews. The collected documents were consolidated, duplicates were removed, and those relevant to the research objective were selected for in-depth analysis and entered into the software. A total of 52 documents were analyzed, and the concept of the role of digital marketing in shaping behavioral intentions and customer acquisition was extracted. The results of the document analysis, obtained from the software output, indicate that the criteria for digital marketing in shaping behavioral intentions and customer acquisition in the medical equipment industry can be divided into five main categories: increasing brand awareness, targeted marketing, creating valuable content, optimizing user experience, and analytics and optimization.https://www.oajre.ir/article_214982_20397d649cf029756710e336cbcdc7c0.pdfIranian Business Management AssociationInternational Journal of Resistive Economics2345-495412220240401The role of information technology on communications satisfaction and organizational learning616819719410.22034/oajre.2024.460589.1082ENHamedNaderiMaster of Business Administration-Marketing, Sari Branch, Islamic Azad University, Sari, Iran.Seyed MahmoudHosseini AmiriAssistant Professor, Department of Management, Economics and Accounting, Payam Noor University, Tehran, Iran.Journal Article20230401The emergence of new technologies constantly brings about changes and developments in today's societies, and among these technologies, information technology is one of the most influential. In order to survive by keeping pace with the course of technological advancement, organizations must consider mastering new technologies in the business environment as an inevitable requirement and necessity. Considering the weight and importance of the topic, this study, using a systematic review, thoroughly explores the role of information and communication technology (ICT) in communication satisfaction and organizational learning. And in the end, based on our findings in this review, the conclusion has been made. The results indicate that IT has an effective role in communication satisfaction and organizational learning. Therefore, by identifying the impact of ICT on communication satisfaction and organizational learning, we provide a complete and comprehensive vision for the benefit of ICT policy makers in the field of information.<br><br>Keywords: information technology (IT); communication satisfaction; organizational learninghttps://www.oajre.ir/article_197194_194adbcaa46104c43d41ad4f23c18407.pdfIranian Business Management AssociationInternational Journal of Resistive Economics2345-495412220240401Investigating the Mediating role of Brand Image in the effect of Brand Schizophrenia on the Brand Loyalty of Automobile Managers697824255810.22034/oajre.2024.242558ENHadiHaghparastMaster of Business Management, Sari Branch, Islamic Azad University, Sari, Iran.HamidHaghparastMaster of Business Management, Sari Branch, Islamic Azad University, Sari, Iran.Journal Article20230429The purpose of this research is to investigate the mediating role of brand image in the effect of brand schizophrenia on brand loyalty in Modiran Khodro Company. This is an applied research with a quantitative (comparative) approach conducted through a descriptive survey using standard questionnaires. The statistical population included all the Customers of "Modiran Khodro" products, numbering 500000, according to the statistics. Of this population, using Cochran's formula, a sample consisting of 385 was formed (n =385), the individual members of which were selected using simple random sampling. For measurement of the variables, we made use of the standard questionnaire developed by Harris (2023). Validity of the questionnaire was assessed and confirmed by the academic experts. Its reliability, as measured in terms of Cronbach's alpha (= 0.878), was high and thus, confirmed. The obtained survey data for the test of the research hypotheses were analyzed using SEM-PLS technique. The obtained results from the test of the hypotheses indicate that brand schizophrenia has a negative and significant effect on brand loyalty and brand image of the products of Modiran Khodro Company. The results also indicate that the brand image has a positive and significant effect on the brand loyalty of the mentioned company's products.https://www.oajre.ir/article_242558_f1945577190e6d3badde474a7e71f6af.pdf