درخت حوزه‌های تخصصی

Purpose: The purpose of the current study was to identify, quantify, and prioritize the components of reducing the resistance of managers of government organizations in the administrative transformation plan. Methodology: The mixed study method is based on exploratory mixed study. The statistical population in the qualitative section was university professors, managers, and experts of executive systems, in the quantitative section, managers and experts of government agencies, and in the prioritization section, high and middle managers of executive systems of selected organizations. In-depth interviews were used in the qualitative part, while questionnaires were used in the quantitative part, and matrix questionnaires were used in the prioritization one. Acceptability (expert review) and confirmability (expert review) were used to determine the validity and reliability in the qualitative stage, while in the quantitative stage, the validity of the questionnaires was confirmed by three methods: form, content, and structure. Reliability was estimated and confirmed by three methods of determining factor loadings of items, Cronbach's alpha of components (between 0.760 and 0.888) and combined reliability (between 0.842 and 0.923). In the prioritization section, the content of the matrix questionnaire was approved by five academic and organizational experts in terms of comprehensibility and expressiveness, and the rate of inconsistency of the criteria was calculated and confirmed as 0.05 to 0.07. Qualitative data were analyzed with the ground theory technique, while quantitative data with structural equation modeling technique, exploratory and confirmatory factor analysis tests in SPSS and Smart PLS software, and the prioritization section, data were analyzed through hierarchical analysis (AHP) in EXPERT CHOICE software. Findings: The results of the qualitative part indicated that the paradigm model includes 10 dimensions (categories) and 22 components (concepts) in the form of causal, contextual, interventional, strategy, and consequence conditions. Conclusion: The results of the quantitative part showed that all the components of the study model were confirmed. The results of the prioritization section show the greater importance of the outcome and organizational productivity component.

Purpose: Today, the online purchase intention can create a competitive advantage for the organization and social media marketing activities can be effective in this field. Therefore, the purpose of this study was to determine the effect of social media marketing activities on the online purchase intention of sportswear customers according to the mediating role of the company's brand. Methodology: This research based on the purpose was a practical and based on the nature was a cross-sectional from type of descriptive. The population of this study was the sportswear customers of different brands in Mazandaran province who used social media to buy products. The sample size based on the Krejcie and Morgan table was determined 384 people who these people were selected by available sampling method. The tool of the current research was a 32-item researcher-made questionnaire with three dimensions of social media marketing activities (9 items), online purchase intention (2 items) and company's brand (21 items and 4 components of brand loyalty, brand experience, brand attitude and customer-brand relationship). The content validity of the researcher-made questionnaire was estimated at 0.75 by 8 professors and their reliability was estimated ranged from 0.65 to 0.83. Data were analyzed by structural equation modeling In SPSS-V25 and Smart.PLS-V24 software. Findings: The results of this study showed that there was a positive and significant correlation between the most variables of social media marketing activities, brand loyalty, brand experience, brand attitude, customer-brand relationship and online purchase intention (P<0.05). Also, the model of social media marketing activities on the online purchase intention of sportswear customers according to the mediating role of the company's brand had a good fit, and in the mentioned model, the variable of social media marketing activities on the brand loyalty, brand experience, brand attitude and customer-brand relationship and the variables of brand loyalty, brand experience, brand attitude and customer-brand relationship on the online purchase intention had a direct and significant effect and the variable of social media marketing activities with the mediating of brand loyalty, brand experience, brand attitude and customer-brand relationship on the online purchase intention had an indirect and significant effect (P<0.05). Conclusion: Social media marketing activities directly and indirectly through company's brand impact on the online purchase intention. Therefore, to improve customers' online purchase intentions can be improved the social media marketing activities and company's brand.