Iranian Business Management AssociationInternational Journal of Resistive Economics2345-495413120250101The Impact of Artificial Intelligence Adoption on Marketing Agility and Competitiveness in Startups1722228810.22034/oajre.2025.527653.1118ENMehdiAsghrnejad AmiriDepartment of Business Management, Mazandaran University, Babolsar, Iran.MajidFattahiAssistant Professor, Department of Management, Sari Branch, Islamic Azad University, Sari, Iran.Journal Article20240611This study aims to investigate the impact of artificial intelligence (AI) adoption on marketing agility and competitiveness in startups operating in dynamic business environments. Employing a quantitative survey approach, data were collected from 300 startups active in information technology, e-commerce, and digital services in Iran. The data collection tool was a localized questionnaire measuring AI adoption (perceived usefulness, ease of use, and organizational infrastructure), marketing agility (responsiveness, flexibility, and speed), and competitiveness (competitive advantage and market performance). Data were analyzed using SmartPLS4 and structural equation modeling (SEM). Results indicate that AI adoption has a significant positive effect on marketing agility (β=0.71, p<0.01) and competitiveness (β=0.58, p<0.01). Additionally, marketing agility partially mediates the relationship between AI adoption and competitiveness (β=0.35, p<0.05). These findings suggest that startups effectively leveraging AI can enhance marketing agility, thereby achieving sustainable competitive advantages. It is recommended that startups invest in AI infrastructure and workforce training to maximize these benefits.https://www.oajre.ir/article_222288_29ecd39c193bdf056b208622187f3fe6.pdfIranian Business Management AssociationInternational Journal of Resistive Economics2345-495413120250101Developing a Model for Creating Innovative Businesses with an Approach Integrating Artificial Intelligence, Metaverse, and Social Networks Using Structural Equation Modeling82822985610.22034/oajre.2025.548328.1148ENHosseinAliabadiAssistant Professor, Department of Entrepreneurship, Sari Branch, Islamic Azad University, Sari, IranRezaYousefi SaeidabadiAssistant Professor, Department of Management, Sari Branch, Islamic Azad University, Sari, IranMajidFattahiAssistant Professor, Department of Entrepreneurship, Sari Branch, Islamic Azad University, Sari, IranJournal Article20240902The primary objective of this study was to propose a model for establishing innovative businesses through an integrative approach incorporating artificial intelligence, the metaverse, and social networks, utilizing structural equation modeling. This research employed a quantitative, developmental, and field-based methodology. The study population comprised all managers and experts from technology companies in Tehran, with a sample size of 386 participants determined accordingly. To assess the research variables, a researcher-designed questionnaire grounded in the extant literature was utilized. Its validity was evaluated via content validity, and reliability was confirmed through Cronbach's alpha coefficient. Structural equation modeling was applied to analyze the final model, with results obtained via AMOS software indicating that the validity of the proposed model was substantiated. The analysis results demonstrate that the components of innovative business models, informed by artificial intelligence, social networks, and the metaverse, encompass a set of key resources that play a pivotal role in the transformation and advancement of this domain. Software and hardware infrastructures serve as foundational elements for implementing emerging technologies such as artificial intelligence, virtual reality, and augmented reality.https://www.oajre.ir/article_229856_d7a154efee188f11657a4524e3af8a2c.pdfIranian Business Management AssociationInternational Journal of Resistive Economics2345-495413120250101Examining the Impact of Digital Content Management Strategies on Audience Loyalty with the Mediating Role of User Experience294422219910.22034/oajre.2025.527503.1117ENFatemehBabaei RoudiMaster of Business Administration, Allameh Tabataba'i University, Tehran, IranJournal Article20240531This study aims to investigate the impact of digital content management strategies on audience loyalty, with user experience as a mediating factor, within the context of digital platforms. Employing a quantitative approach, the study utilized structural equation modeling (SEM) through SmartPLS4 software. The population consisted of active users of digital platforms (Instagram and Telegram) in Iran, from which a sample of 400 participants was selected using convenience sampling. Data were collected via a standardized questionnaire comprising three main constructs: digital content management strategies, user experience, and audience loyalty. The instrument’s validity was confirmed through content validity, convergent validity (AVE > 0.5), and discriminant validity (Fornell-Larcker criterion). Reliability was established using Cronbach’s alpha (> 0.7) and composite reliability (CR > 0.7). Findings revealed that digital content management strategies have a significant positive effect on user experience (β = 0.58, p < 0.01) and audience loyalty (β = 0.42, p < 0.01). Additionally, user experience mediates the indirect effect of digital content management strategies on audience loyalty (β = 0.29, p < 0.05). The coefficient of determination (R²) was 0.65 for audience loyalty and 0.52 for user experience, indicating strong explanatory power. The goodness-of-fit index (GOF = 0.48) confirmed the model’s adequacy. The results underscore the importance of user-centric digital content strategies in enhancing audience loyalty. Media organizations are recommended to focus on improving content quality, interactivity, and personalization. Future research could explore cultural and psychological factors, such as individual values and social norms, in similar models.https://www.oajre.ir/article_222199_826a063c55fbb5ed2ba7254909dd5c4c.pdfIranian Business Management AssociationInternational Journal of Resistive Economics2345-495413120250101The Impact of Exchange Rate on the Automobile, Housing, Stock Markets, and Consumer Price Index: A Nonlinear Autoregressive Distributed Lag Approach457523257710.22034/oajre.2025.554492.1157ENShahramValipooriPhD student of Economics, AL.C., Islamic Azad University, Aligudarz, Iran.RezaMaaboudiAssociate Professor, Department of Economics, Faculty of Humanities, Ayatollah Boroujerdi University, Boroujerd, IranShayestehRezaeiDepartment of Mathematics, AL.C., Islamic Azad University, Aligudarz, Iran.RaminKhochianyAssociate Professor, Department of Economics, Faculty of Humanities, Ayatollah Boroujerdi University, Boroujerd, IranJournal Article20240928This study aims to investigate the asymmetric effects of exchange rate fluctuations on the automobile, housing, and stock markets, as well as the consumer price index (CPI), in Iran over the period 1991–2022 (1370–1401 in the Persian calendar). To analyze the data, positive and negative exchange rate shocks were first computed using the Nonlinear Autoregressive Distributed Lag (NARDL) model. Subsequently, the impacts of these shocks on the prices in the automobile, housing, and stock markets, as well as on the CPI, were examined. The empirical findings reveal both short-run and long-run nonlinear relationships among the variables under investigation. Specifically, the analysis of asymmetric exchange rate shocks indicates that automobile and housing market prices respond significantly only to positive exchange rate shocks, with the magnitude of the effect being greater in the automobile market than in the housing market. In contrast, negative exchange rate shocks exert no statistically significant influence on either market. Regarding the stock market, the results demonstrate that it is sensitive to both positive and negative exchange rate shocks, with negative shocks exerting a more pronounced impact on stock prices than positive ones. Furthermore, the dynamic relationship between the CPI and the exchange rate shows that the CPI is influenced solely by positive exchange rate shocks, while negative shocks have no significant effect. Consequently, quantifying exchange rate volatility represents a critical policy implication across countries, particularly in developing economies such as Iran.https://www.oajre.ir/article_232577_df5ef5ea735bf272a14f09e0d1bf39f4.pdfIranian Business Management AssociationInternational Journal of Resistive Economics2345-495413120250101A Comparative Analysis of Monetary and Environmental Policies in Mitigating Air Pollution in Iran: A Dynamic Stochastic General Equilibrium (DSGE) Modeling Approach769723451810.22034/oajre.2025.559904.1166ENMarzieh SadatVahabzadehMoghadamPhD Student, Department of Economics, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, IranKarimEmami-JezehAssociate Professor, Department of Economics, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, IranFarzanehHaji HassaniAssistant Professor, Department of Economics, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, IranJournal Article20240930In recent years, the escalating emissions of greenhouse gases and global warming have significantly exacerbated air pollution both globally and within Iran. Consequently, numerous countries have implemented various policies aimed at curbing air pollution. The present study seeks to comparatively evaluate the effectiveness of monetary and environmental policies in mitigating air pollution, employing Dynamic Stochastic General Equilibrium (DSGE) models. Methodologically, this research is applied in purpose and descriptive in terms of data collection. The population under investigation encompasses the Iranian economy and its associated macroeconomic variables. According to the estimation results derived from the DSGE model, a monetary policy shock initially reduces economic growth and consumption, subsequently leading to an increase in both variables. Investment initially rises following a monetary policy shock but later declines. Regarding air pollution, a monetary policy shock increases pollution levels for up to six time periods, after which pollution gradually diminishes. Conversely, an environmental policy shock initially stimulates consumption and economic growth but ultimately results in their decline. Moreover, investment decreases in response to environmental policy shocks. Crucially, only environmental policies demonstrate a consistent capacity to reduce air pollution.https://www.oajre.ir/article_234518_04dfdb7cb583e9271f5ac08e1f8aaf43.pdfIranian Business Management AssociationInternational Journal of Resistive Economics2345-495413120250101The Impact of Innovation Capability and Market Learning Capability on Sustainable Entrepreneurship9810622073610.22034/oajre.2025.523162.1111ENZohrehAbolfazliMaster’s Degree, Department of Entrepreneurship, New Business Specialization, Sari Branch, Islamic Azad University, Sari, IranMaryamTaghvaee YazdiDepartment of Educational Management, Sari Branch, Islamic Azad University, Sari, IranJournal Article20240512This study investigates the influence of innovation capability and market learning capability on sustainable entrepreneurship among industrial firms. Employing an applied, descriptive-survey research design with a mixed-methods approach, the study targeted 180 CEOs, with a sample of 118 selected via simple random sampling using the Krejcie and Morgan table. Data were collected through standardized questionnaires on innovation capability, market learning capability, and a researcher-developed sustainable entrepreneurship instrument. Data analysis involved regression and structural equation modeling (SEM) using SPSS 23 and SmartPLS4. Findings revealed that innovation capability (encompassing innovation culture, knowledge utilization, leadership, individual innovation capability, and innovative structures) and market learning capability (including market understanding, competitor orientation, and customer orientation) significantly and positively impact sustainable entrepreneurship. The structural model, with good fit, explained 61.3% of the variance in sustainable entrepreneurship. The study suggests that enhancing innovation and market learning capabilities can improve sustainable entrepreneurial outcomes, offering practical implications for industrial managers to prioritize innovative processes, modern leadership, and market-oriented strategies.https://www.oajre.ir/article_220736_d5c57b5193173085cb1d370afb5ec018.pdfIranian Business Management AssociationInternational Journal of Resistive Economics2345-495413120250101Designing an Effective Performance Evaluation System for Saman Bank Employees10711522111910.22034/oajre.2025.523135.1110ENMahmoudMalekiMaster's degree, Department of Public Management, Qaemshahr Branch, Islamic Azad University, Qaemshahr, IranJournal Article20240912The optimization of human resources is critical for organizational success, particularly in competitive sectors like banking. This study aimed to design an effective performance evaluation system for employees of Saman Bank’s Grade 2 branches in Mazandaran Province, Iran, during 2020–2021. Employing a descriptive survey method, the research involved 40 employees and utilized literature reviews, expert opinions, questionnaires, and interviews to identify key performance indicators (KPIs), determine their weights, and develop an executable evaluation framework. Fourteen KPIs were selected, with “work conscientiousness” and “work quantity” ranked as the most significant. The proposed system includes a three-month evaluation cycle, clear guidelines for evaluators, and structured feedback mechanisms to enhance employee performance. Results indicate that a well-implemented evaluation system can improve organizational efficiency, employee motivation, and alignment with strategic goals. The study offers practical recommendations for Saman Bank to refine its performance evaluation processes, contributing to human resource development and organizational competitiveness. This research underscores the importance of systematic, transparent, and objective performance evaluations in fostering employee growth and organizational success.https://www.oajre.ir/article_221119_87ed1b34e613f50c38c0bb56279b51fd.pdfIranian Business Management AssociationInternational Journal of Resistive Economics2345-495413120250101The Impact of Managers' Emotional Intelligence on Employees' Creativity: The Mediating Role of Empowering Leadership11612322195110.22034/oajre.2025.525030.1113ENMohammad SinaAmir NejadMaster's Degree, Business Management (Strategic Management Orientation), Iran University of Science and Technology, Tehran, Iran.AlirezaChaloei AshrafiMaster's Degree, Business Administration (Marketing Orientation), Sari Branch, Islamic Azad University, Sari, Iran.SogandBarimaniMaster's Degree, Business Administration (Marketing Orientation), Sari Branch, Islamic Azad University, Sari, Iran.Journal Article20240920This article investigates the impact of managers’ emotional intelligence on employees’ creativity through the mediating variable of empowering leadership in small and medium-sized enterprises (SMEs) located. The research is applied and descriptive-analytical in nature, with data collected via standardized questionnaires and analyzed using SmartPLS4 and SPSS software. The sample size consisted of 378 employees from SMEs. Results indicate that empowering leadership has a direct positive and significant effect on employee creativity. Moreover, emotional intelligence influences employees' creativity both directly and indirectly through empowering leadership. Findings also reveal that emotional intelligence plays a mediating role in the relationship between empowering leadership and employees’ creativity. This paper provides important insights and lays the foundation for developing organizational models and patterns tailored to small and medium business environments. Furthermore, it offers practical recommendations for managers and decision-makers aiming to enhance employee creativity. <br><br>Keywords: Emotional Intelligence, Empowering Leadership, Employee Creativity, Structural Model, Transformational Leadershiphttps://www.oajre.ir/article_221951_56f48d69ed2bd91d498a209edfaafbb4.pdfIranian Business Management AssociationInternational Journal of Resistive Economics2345-495413120250101Cultural Influence of Celebrities on Adolescents: The Role of Electronic Advertising and Reference Groups12413521909910.22034/oajre.2025.517095.1108ENHassanVahediAssistant Professor, Department of Business Management, Shahroud Branch, Islamic Azad University, Shahroud, Iran.EhsanSafaeiPhD Student, Department of Business Management, Shahroud Branch, Islamic Azad University, Shahroud, Iran.Journal Article20240915Culture is a fundamental aspect of any society. Many successes and failures of individuals and even nations are rooted in the prevailing culture. The purpose of this study is to investigate factors that may influence adolescents' cultural behavior. Celebrities, reference groups, and electronic advertising have been examined in this research. The study is applied in terms of purpose and descriptive-survey in terms of methodology. The statistical population consisted of adolescents in the city of Mashhad, with 408 samples selected through non-probability convenience sampling. Data were collected using a standard questionnaire, with content validity confirmed by experts and construct validity established through confirmatory factor analysis. The reliability of the questionnaire was verified using Cronbach’s alpha. Structural equation modeling in AMOS software was employed to test the hypotheses. The findings indicate that celebrities, electronic word-of-mouth advertising, and reference groups have a significant impact on adolescents' cultural behavior. The results of this study can serve as a guide for decision-makers and managers in the country.https://www.oajre.ir/article_219099_47c28cfb1f0fd3847056f8afef371775.pdfIranian Business Management AssociationInternational Journal of Resistive Economics2345-495413120250101Testing the Ethical-Oriented Management Model for Employee Training Development in Higher Education13614723763410.22034/oajre.2025.397534.1062ENMohammad JavadMohammadi KomroudiPhD Student, Department of Public Administration, Sari Branch, Islamic Azad University, Sari, Iran.MasoudAhmadiAssistant Professor, Department of Public Administration, Sari Branch, Islamic Azad University, Sari, Iran.AliFarhadi MahalliAssistant Professor, Department of Public Administration, Gorgan Branch, Islamic Azad University, Gorgan, Iran.Journal Article20230515This study aims to test an ethical-oriented management model designed to enhance employee training development in higher education. The research is applied in purpose and descriptive-survey in design. The quantitative phase of the study targeted the academic staff of various departments at Islamic Azad University, Mazandaran Province, comprising a statistical population of 1,537 faculty members. A stratified sampling method was employed, yielding a sample size of 318 participants. Data collection utilized a researcher-developed questionnaire adapted from the doctoral dissertation by Mohammadi et al. (2024). Cronbach’s alpha coefficient was employed to assess the reliability of the instrument, and both composite reliability and reliability coefficients for each construct were calculated—results confirming the scale’s reliability. Furthermore, convergent and discriminant validity analyses indicated adequate questionnaire validity. Structural equation modeling (SEM) was applied for data analysis using SmartPLS 4 software. Findings supported the five core themes of the model: ethical-oriented policies, ethical leadership, ethically oriented employees, ethical-oriented environment, ethical-oriented structure, and employee training development. The results reveal the factor loadings, significance levels, and interrelationships among the model’s primary and secondary themes. Additionally, model fit and alignment indices for the ethical-oriented management model in the context of employee training development within higher education were found to be satisfactory. Consequently, it can be concluded that this model—centered on ethical-oriented policies, ethical leadership, ethically oriented employees, an ethical-oriented environment, an ethical-oriented structure, and employee training development—can be effectively implemented in higher education institutions.https://www.oajre.ir/article_237634_65fa6785db57aeded5cf37c657cb48cc.pdf