درخت حوزه‌های تخصصی

This article presents a comprehensive analysis of the role and impact of micro-celebrities in the realm of advertising and promotion within the Iranian corporate sector. Grounded in the perspectives of 42 corporate managers specializing in these fields, the study employs grounded theory methodology to explore the multifaceted strategies and challenges associated with leveraging micro-celebrity endorsements in Iran. Through in-depth interviews, the research reveals six key themes: strategic integration of micro-celebrities, cultural compatibility and sensitivity, impact measurement challenges, digital savvy and innovation, ethical considerations and reputation management, and navigating regulatory environments. Our findings emphasize the importance of strategic alignment between micro-celebrities and brand identities, underscoring the need for authenticity and cultural resonance in marketing campaigns. The study also highlights the complexities in measuring the impact of micro-celebrity endorsements and the increasing significance of digital innovation in this domain. Furthermore, it explores the ethical dimensions and reputation management strategies critical in micro-celebrity collaborations, as well as the challenges posed by the unique regulatory landscape in Iran.

This study explores the perceptions of Iranian MBA graduates regarding the integration of AI into business education. Drawing on survey data from 379 alumni across a range of Iranian universities, the research assesses five core dimensions: perceived usefulness of AI, ethical concerns, faculty preparedness, job market implications, and interest in AI-focused coursework. The study also investigates whether demographic factors such as age, gender, income level, and marital status significantly influence these perceptions. Results indicate a generally favorable view of AI integration, with particularly strong support for incorporating AI coursework into MBA programs. Despite broad enthusiasm, respondents expressed concerns about data privacy, algorithmic bias, and the limited readiness of faculty to teach AI-related content. Inferential tests and path analysis reveal that demographic variables had little predictive power over AI perceptions or preferences, suggesting widespread acceptance across social strata. The findings underscore both the readiness of Iranian MBA graduates for AI-related curricular reform and the need for targeted institutional responses, including faculty development and ethical frameworks.

Purpose: Considering the role of leadership in achieving the education missions, present research done with the aim of designing a suitable leadership model to achieve new missions of higher education. Methodology: This study in terms of purpose was applied and in terms of implementation was exploratory combined (qualitative and quantitative). The research population in the qualitative part was the higher education experts and in the quantitative part were the personnel of Islamic Azad University of Tehran province in 2018-19 academic years. The research sample in the qualitative part according to the theoretical saturation principle were estimated 13 people who were selected by purposive sampling method and in the quantitative part according to Cochran’s formula were estimated 385 people who were selected by cluster random sampling method with respect to classes (number of staff in universal branches). To collected data in the qualitative part used from interview and in the quantitative part used from researcher-made questionnaire (51 items) which the its content validity was confirmed by experts and its convergent validity by average variance extracted indicator was confirmed and its reliability was obtained by Cronbach’s alpha method 0.84. To analyze data were used from methods of open, axial and selective coding and exploratory factor analysis in SPSS-22 software. Findings: The findings of the qualitative part showed that suitable leadership had 79 concepts, 63 categories and 7 dimensions and new missions of higher education dad 20 concepts, 15 categories and 3 dimensions. The findings of the quantitative part showed that the suitable leadership model to achieve new missions of higher education had 51 indicators or items and 15 components. Also, a suitable leadership model to achieve new missions of higher education was designed and approved by experts. Conclusion: Based on the findings of the present study, higher education specialists and planners can design and implement programs to realization the new missions of higher education.

Purpose: The main purpose of this study was to develop a model of factors affecting students' creativity and to evaluate its validity. Methodology: The research design was an exploratory (qualitative-quantitative) mix. In the qualitative part of the target population, all teachers of the sixth grade of elementary school in the 5th district of Tehran and professors of psychology and educational sciences were prestigious universities in the country, which were selected by purposive sampling of 10 teachers and 10 specialists. In a small part of the population considered in this study, all female primary school students in the sixth grade of the 5th district of Tehran in the year 1998-97, 350 of them were selected as a sample and in random clusters. In the qualitative part of the research, a semi-structured interview was used to obtain information and in the quantitative part, a researcher-made questionnaire was used. The validity and reliability of the questionnaire were confirmed. Factors with very minor changes in exploratory and confirmatory factor analyze using LISREL software and SPSS / 26 were accepted. Findings: The research findings showed that seven main factors namely students' interests and abilities, teacher characteristics, textbook content, learning style, educational space and school facilities, family and management style and principals' attitudes are effective in students' creativity. Conclusion: In general, since the first step in upgrading and improving any structures is to identify the factors affecting it, the findings of the present study help to develop theories of creativity, design of educational interventions, and general policies.