Iranian Business Management AssociationInternational Journal of Resistive Economics2345-495414120260101Testing the Point of Purchase (POP) Marketing Model with a Sensory and Experiential Marketing Approach11222852510.22034/oajre.2025.538955.1131ENPezhmanRashedDepartment of Management, AK.C., Islamic Azad University, Aliabad Katoul, IranBehzadShahrabiDepartment of Management, AK.C., Islamic Azad University, Aliabad Katoul, IranElaheMasoumiDepartment of Management, AK.C., Islamic Azad University, Aliabad Katoul, IranJournal Article20250803The purpose of this study is to examine and test the point of purchase (POP) marketing model with a sensory and experiential marketing approach. This research is applied in terms of purpose and descriptive-survey in terms of data collection method. Data were collected using a researcher-developed standardized questionnaire. The statistical population consisted of 385 customers of chain stores, whose opinions were utilized. The sampling method was convenience sampling. The composite reliability and the reliability of each research component were calculated, with results indicating the reliability of the measurement tool. The questionnaire’s validity was determined through content validity, with calculations related to CVR and CVI for the questionnaire items, as well as divergent and convergent validity, confirming the questionnaire’s adequate validity. Structural equation modeling was employed for data analysis using Smart PLS4 software. The results indicate that explaining the relationships between the main dimensions of the POP marketing model with a sensory and experiential approach in chain stores and assessing the model’s fit and suitability require analyzing the integration, synergy, and alignment of these dimensions with the characteristics of the chain store environment. The identified main dimensions include sensory marketing and its impact on customers’ senses, visual appeal and aesthetics of the shopping environment, experiential marketing and customer-brand interaction, facilitating the purchase process and reducing customer effort, emotional and cognitive impact on customers, social influence and communications at the point of purchase, and smart technologies in POP marketing.https://www.oajre.ir/article_228525_ead630963038412004e94987cfae5ef0.pdfIranian Business Management AssociationInternational Journal of Resistive Economics2345-495414120260101Proposing a Digital Social Media Marketing Framework to Foster Strategic Intelligence in Small and Medium-sized Enterprises (SMEs)132823663510.22034/oajre.2025.564148.1173ENShaghayeghHosseinzadeh NaserDepartment of Business Management, Sar.C., Islamic Azad University, Sari, Iran.BagherBagherian KasgariAssistant Prof., Department of Business Management, Tehran Branch, Payam Noor University, Tehran, Iran.MajidFaniDepartment of Business management, Bob.C., Islamic Azad University, Babol, Iran.Journal Article20251104The purpose of this study is to propose a digital social media marketing framework aimed at enhancing strategic intelligence within small and medium-sized enterprises (SMEs). Given its objectives, this research is classified as applied-developmental. Adopting a qualitative approach and employing thematic analysis techniques, the study endeavors to formulate the proposed model. The qualitative participant population comprises both theoretical experts (academics specializing in management and marketing) and practical experts (industry professionals). A concurrent purposive and snowball sampling strategy was utilized. The qualitative sample size was determined by the attainment of theoretical saturation—interviews with experts from the dairy industry continued until no new thematic insights emerged. Theoretical saturation was achieved 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 findings and confirm theoretical saturation, the study employed both an inter-rater agreement correlation matrix and a dual-coder chart. Model development and identification of main and sub-themes were facilitated using MAXQDA 2020 software. The findings reveal six main themes constituting the digital social media marketing framework for advancing strategic intelligence in SMEs: (1) digital strategic awareness, (2) social media marketing capabilities, (3) strategic learning and adaptability, (4) digital organizational resources and capabilities, (5) digital barriers and challenges in SMEs, and (6) strategic integration between social media marketing and strategic intelligence.https://www.oajre.ir/article_236635_bc50b699062183b8df4cb22f1553ed00.pdfIranian Business Management AssociationInternational Journal of Resistive Economics2345-495414120260101Testing the Influencer Marketing Model in Iran’s Tourism Industry294123855910.22034/oajre.2026.560902.1170ENRahelehGhasemi RostamkolaeiPhD Student, Department of Business Management, ST.C., Islamic Azad University, Tehran, IranMasoumehLatifi BenmaranAssistant Professor, Department of Business Management, ST.C., Islamic Azad University, Tehran, IranNaserAzadAssistant Professor, Department of Business Management, ST.C., Islamic Azad University, Tehran, IranJournal Article20251119This study aims to examine the effectiveness of impactful marketing within Iran’s tourism industry. The research is applied in nature with respect to its objectives and adopts a descriptive-survey methodology in terms of data collection. Data were gathered using a researcher-developed, standardized questionnaire. The statistical population comprised 16,802 medical equipment customers (physicians) in Mazandaran Province, from whom a stratified sample of 376 respondents was selected. The composite and individual component reliability of the measurement instrument was assessed, with results confirming its reliability. Additionally, both convergent and discriminant validity analyses indicated adequate validity of the questionnaire. Structural Equation Modeling (SEM) was employed for data analysis, utilizing SmartPLS 4 software. Findings revealed the factor loadings, significance levels, and relationships among the core and secondary constructs of the impactful marketing framework in Iran’s tourism context. Moreover, the model demonstrated an acceptable level of fit and coherence. Consequently, it can be concluded that this framework—by focusing on identifying suitable influencers, creating compelling content, fostering continuous audience engagement, and leveraging emerging technologies—can play a pivotal role in enhancing Iran’s global standing in the tourism industry.https://www.oajre.ir/article_238559_91699ed70cbebfbcddb3eb53ede632ac.pdfIranian Business Management AssociationInternational Journal of Resistive Economics2345-495414120260203Designing a marketing model for health tourism with an emphasis on medical equipment426023891010.22034/oajre.2026.566307.1177ENRoohollahFarzinmehrDepartment of Business Management,Ker.C, Faculty of Humanities, Islamic Azad University,Kermanshah,Iran.0009-0008-9372-9306ParisaBahmaniDepartment of Business Management,Ker.C.Faculty of Humanities, Islamic Azad University,Kermanshah,Iran.0000-0001-7169-3148OmidaliKahriziDepartment of Business Management,Ker.C.Faculty of Humanities, Islamic Azad University,Kermanshah,Iran.0000-0003-3763-7155AfshinBaghfalakiDepartment of Economics,Ker.C.Faculty of Humanities,Islamic Azad University,Kermanshah,Iran.0000-0001-9597-004XJournal Article20251215This study aims to design a marketing model for health tourism with an emphasis on medical equipment, employing a mixed-methods (qualitative and quantitative) approach. In the qualitative phase, using meta-synthesis and Delphi methods, six main categories were identified: economic and policy factors, infrastructural conditions, quality of healthcare and support services, marketing and destination image, patient experience and satisfaction, and health tourism marketing development. In the quantitative phase, relationships between variables were analyzed using Interpretive Structural Modeling (ISM) and Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings indicate that economic and policy factors indirectly influence marketing development through infrastructure and service quality. Infrastructural conditions have a significant positive impact on service quality, patient experience, and marketing development, but their direct effect on destination image was not significant. Service quality indirectly affects marketing development through patient experience, while marketing and destination image directly enhance health tourism development. Based on the findings, recommendations include integrating policies and marketing, technology-driven branding, designing technology-based treatment packages, and developing multilingual applications to enhance patient experience. This model can position Iran as a competitive destination in health tourism.https://www.oajre.ir/article_238910_ae037b8fe38aaa5cc000874df6f4c8c8.pdfIranian Business Management AssociationInternational Journal of Resistive Economics2345-495414120260101Explaining the structural role of Sharia adoption in promoting organizational flexibility through the mediation of risk management quality617923891110.22034/oajre.2026.565854.1176ENAtenaFarhadiDepartment of Economics, NT.C, Islamic Azad University, Tehran, Iran.0009-0009-2375-0625AmirGHolamiDepartment of Economics, NT.C, Islamic Azad University, Tehran, Iran.0000-0002-0815-9791Mohammad MehdiAhmadiDepartment of Economics, NT.C, Islamic Azad University, Tehran, Iran.0009-0000-1480-3427Journal Article20251214The aim of the present study is to investigate the structural role of Sharia acceptance on organizational flexibility with respect to the mediating role of corporate risk management quality. In terms of purpose, the research is applied and in terms of method, it is a descriptive-correlational survey. The statistical population consisted of 150 managers and senior experts of manufacturing, financial, investment, export and import companies and knowledge-based companies, who were selected by simple random sampling. Data were collected with a researcher-made questionnaire consisting of 15 items and its validity and reliability were confirmed. Data analysis was performed using the structural equation modeling method and the partial least squares approach in Smart-PLS software. The findings showed that Sharia acceptance has a positive and significant effect on risk management quality (path coefficient: 0.686, t-statistic: 8.626, p<0.01) and its direct effect on organizational flexibility is also positive and significant (path coefficient: 0.239, t-statistic: 2.607, p<0.01). Risk management quality significantly enhances organizational resilience (path coefficient: 0.534, t-statistic: 5.448, p<0.01). The mediating role of risk management quality in the relationship between Sharia adoption and resilience was also confirmed (indirect coefficient: 0.366, t-statistic: 4.823, p<0.01). The model fit indices including GOF equal to 0.610 and SRMR equal to 0.067 indicate a favorable fit of the model. The results of the study indicate that the adoption of Sharia principles is not only an institutional requirement, but also a strategic asset for enhancing the ability of organizations to recover and adapt.https://www.oajre.ir/article_238911_dfe7519799e71ac7dde1702966cee1a2.pdfIranian Business Management AssociationInternational Journal of Resistive Economics2345-495414120260101An Evaluation of the Effectiveness of Monetary and Fiscal Policies on Economic Development in Nigeria8011024060710.22034/oajre.2026.557619.1162ENAugustine OkonJacobDepartment of Business Administration, School of Management Science, Heritage Polytechnic, Ikot Udota, Nigeria.Emmanuel AtingOnwioduokitDepartment of Economics, University of Uyo, Uyo, NigeriaOkon JosephUmohDepartment of Economics, University of Uyo, Uyo, NigeriaJournal Article20251105Nigeria's resource-rich economy remains hampered by sluggish growth, volatile inflation and high unemployment. Oil dependence and weak institutions exacerbate macroeconomic imbalances. This review assesses the effectiveness of Nigeria's monetary and fiscal policies in contributing to economic development and examines their interplay. Surveyed theoretical frameworks (classical, Keynesian and New Keynesian) and synthesised empirical findings from studies employing ARDL, ECM, SVAR and DSGE methods published between 1980 and 2025. The study evaluated the policy impacts on GDP growth, inflation, and employment. Quantitative evidence suggests that monetary policy has significant short-run effects: an ARDL study finds that interest rate cuts substantially increase output, whereas the broad money supply has a negative long-run impact. Fiscal policy accounts for a sizable portion of growth variation; a 1994–2023 regression yields an adjusted R-squared (R²) of 0.59, indicating that government spending and revenue are positively correlated with GDP, while deficits and double-digit debt ratios are negatively correlated. Nigeria's fiscal revenue fell to 5.9% of GDP in 2016, one of the lowest shares globally, while the median tax revenue was only 4.5%. The debt-to-GDP ratio nearly doubled from 13.7% in 2014 to 29.3% in 2021. A simulation of policy combinations suggests that tightening fiscal policy while loosening monetary policy can raise output by 1.6–1.7 %. The effectiveness of both policies is contingent upon price rigidity, the depth of the financial sector, and governance. Low revenues and rising debt constrain fiscal space; unstable money demand and multiple exchange rates hinder monetary transmission.https://www.oajre.ir/article_240607_8ef8ad71a6b41a0fc237d1b3bc717e48.pdfIranian Business Management AssociationInternational Journal of Resistive Economics2345-495414120260101Elucidating and Developing the Quality of Systemic Integration Outcomes in Omnichannel Systems within the Banking Industry11112824205910.22034/oajre.2026.546675.1144ENMohammadrezaHamidizadehProfessor, Department of Business Management, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran.JavadRahim MonfaredPhD Student, Department of Business Management, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran.Journal Article20250912The primary objective of the present study is to elucidate the quality of outcomes associated with the systemic integration of omnichannel systems within the banking industry. This research adopts an applied purpose and employs a descriptive-causal methodology, situated within the structural equation modeling framework. In terms of data characteristics, the study is quantitative in nature and examines four hypothesized relationships. The statistical population comprises customers and managers of both public and private banks in Iran. Data were collected using a researcher-developed questionnaire. For data analysis, SPSS and LISREL statistical software were utilized. The findings demonstrated that antecedent factors namely, current channel chain analysis, customer knowledge, perceived ease of use, and technological infrastructure exert a positive and statistically significant influence on the dimensions of channel integration quality, as well as on consequential outcomes including customer satisfaction, loyalty , and competitive advantage. Consequently, organizations that strategically prioritize these antecedents (channel chain analysis, customer knowledge, ease of use, and technological infrastructure) can simultaneously enhance the dimensions of channel integration quality and attain favorable outcomes, such as heightened satisfaction, strengthened loyalty, and increased repurchase/reuse intention. Accordingly, this study proposes a comprehensive and integrated model delineating the interrelationships among these constructs. This model offers practical utility for enterprises and the national banking sector, enabling them to design strategies that more effectively align with organizational objectives. Ultimately, a thorough understanding and accurate implementation of omnichannel strategy constitute a pivotal determinant of success and long-term viability for financial institutions operating within today's highly competitive marketplace.https://www.oajre.ir/article_242059_f4cf524f5a758d42ee637ed2ee3d8728.pdfIranian Business Management AssociationInternational Journal of Resistive Economics2345-495414120260330The mediating role of knowledge sharing and intraorganizational entrepreneurship in the relationship between social capital and innovation in tourism companies12914424217310.22034/oajre.2026.569688.1182ENAdnanHabibimakraniSchool of Molecular Biosciences, University of Glasgow, Glasgow G12 8QQ, UKHomayounAsadiFaculty of Management, Sari Branch, Islamic Azad University, Sari, Iran0000-0003-1585-1003MehdiNorouzinejad YazdMaster's degree, Faculty of Management, Sari Branch, Islamic Azad University, Sari, Iran.MohadedsehBabajani BaboliPh.D, Faculty of Management, Sari Branch, Islamic Azad University, Sari, Iran0000-0002-3092-6678Journal Article20251230The present study aims to investigate the mediating role of knowledge sharing and intrapreneurship in the relationship between social capital and innovation in tourism enterprises operating in Mazandaran Province. This research is applied in purpose and descriptive-survey in terms of data collection method. The statistical population consisted of 420 managers and senior experts of tourism businesses in Mazandaran Province. According to Morgan’s sampling table, 201 participants were selected through a convenience sampling method. Data were collected using four standardized questionnaires: the Social Capital Questionnaire adapted from Ozcan et al(2022), the Knowledge Sharing Questionnaire from Al-Tit et al(2022), the Innovation Questionnaire from Jorfi et al(2013), and the Intrapreneurship Questionnaire from Brown et al(2001). The face and content validity of the instruments were confirmed by academic experts, and their reliability was verified using Cronbach’s alpha coefficient. Data analysis was performed using descriptive statistics (frequency, mean, and standard deviation) and inferential statistics, including Structural Equation Modeling with SPSS 25 and PLS 4 software. The results indicated that knowledge sharing and intrapreneurship play significant mediating roles in the relationship between social capital and innovation. Furthermore, social capital had a significant positive effect on knowledge sharing, intrapreneurship, and innovation, while both knowledge sharing and intrapreneurship directly influenced innovation in tourism businesses. Accordingly, it can be concluded that strengthening social capital and promoting a culture of knowledge sharing in organizational environments can enhance innovation levels and foster intrapreneurial development within the tourism industry.https://www.oajre.ir/article_242173_33120717638c80c8b32ad58bdda6c1f1.pdf