Original Article
Milad Padidarfard; Atefeh Sharif; Mohammad Hasanzadeh; Mostafa Amini; Amin Nezarat
Abstract
Purpose: The main objective of this research is to present an agile data management system for the intelligent banking industry, by leveraging agile principles, the proposed system aims to support banks in generating data-driven value and smart banking.Method: The research is grounded in the principles ...
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Purpose: The main objective of this research is to present an agile data management system for the intelligent banking industry, by leveraging agile principles, the proposed system aims to support banks in generating data-driven value and smart banking.Method: The research is grounded in the principles of systems thinking, data-centricity, lean thinking, and the agile manifesto. With a practical and developmental purpose, it employs deduction and exploration to draw conclusion. The methodology combines design science and meta-synthesis. Following the design science process, explaining the problem, describing the solution, designing initial solution (using meta-synthesis) validating the solution, and then sharing the results were all steps in the study.Findings: The results consist of codes organized into four-tier structure: design domain, theme, category, axial code, and open code. These are presented as a conceptual model-compromising level zero and level one- which serves as the reference model for an agile data management system for smart banking.Conclusion: An agile data management system, like any other system, it is essential to consider the data management system as having four elements: input (goals), processing (enablers), output (results), and feedback (based on agile and lean thinking). The banking industry has been slow to adopt new technologies, with many banks still reliant on mainframes. This hesitation stems partly from increased caution due to rising cyber-attacks and partly from concerns about regulatory requirements. The proposed model addresses banks' concerns by demonstrating how to integrate agile methods into a data management system for a smart bank.
Original Article
Akbar Mahdavi Ghareh Agaj Olya; Mehrdad Moharramzadeh; Tohid Aghayi Khanmohammad
Abstract
Purpose: The objective of this study is to examine the mediating role of improved performance in sports startups in the impact of AI-driven marketing on sports product marketing strategies.Method: This applied research employed a descriptive-survey design. The study population consisted of physical education ...
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Purpose: The objective of this study is to examine the mediating role of improved performance in sports startups in the impact of AI-driven marketing on sports product marketing strategies.Method: This applied research employed a descriptive-survey design. The study population consisted of physical education professors, sports science students from Mohaghegh Ardabili University, along with sports product sellers and consumers in Ardabil province. Using Cohen’s formula with a test power of 0.80 and an effect size of 0.25, a sample size of 355 participants was determined. Following the removal incomplete responses, 342 questioners were included in the final analyzed. Data collection utilized standardized questionnaires, for which content, divergent validity, and convergent validity were assessed and established. Reliability, measured by Cronbach’s alpha, yielding coefficients of 0.82 for AI marketing, 0.86 for sports product marketing strategies, and 0.78 for sports startups performance. The hypothesis were tested using structural equation modeling (SEM) with SPSS19 and AMOS23 software.Findings: The findings indicated that AI-driven marketing exerts a 0.42 effect on sports product marketing strategies and 0.14 effect on the performance improvement of sports startups. Furthermore sports product marketing strategies demonstrated 0.60 effect on enhancing the performance of improvement sports startups.Conclusion: Therefore, leveraging AI in marketing constitutes a key factor for the success and sustainable growth of sports startups.
Original Article
Masoumeh Hasani; Hamid Keshavarz; Amir Reza Asnafi; Reza Basiriran Jahromi
Abstract
Purpose: The current study examined the effectiveness of gamified reading of electronic books among adolescents in school libraries.Method: A randomized sample of students aged 11 to 12 years including two control and experimental groups from four schools participated in this study. According to the ...
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Purpose: The current study examined the effectiveness of gamified reading of electronic books among adolescents in school libraries.Method: A randomized sample of students aged 11 to 12 years including two control and experimental groups from four schools participated in this study. According to the Mechanics, Dynamics, and Emotions (MDE) framework, six gamification elements were implemented as group challenges. The experiences were then evaluated based on a quasi-experimental design with a post-test via the GAMEX scale.Findings: Multiple independent t-tests using SPSS 26.0 showed that the gamified experience and its relevant subscales including enjoyment, absorption, creative thinking, activation, absence of negative affect, and dominance differed significantly between the two groups. Therefore, the results revealed that implementing gamification in the reading experience within a gamified environment is highly effective and will influence adolescents' interest, motivation and ability to read in library contexts, which can be of interest to experts and policymakers in education and computer science.Conclusion: Various game mechanisms can be integrated into the educational context or platforms like electronic books to make learning interesting and motivating to the students.
Original Article
Jalal Rezaeenour; Rahil Karimian
Abstract
Purpose: In the 21st century, digital libraries have emerged in new ways in the professional career of librarians and other library users worldwide. The aim of the present study is to identify the functions of artificial intelligence in digital libraries.Method: This research is a qualitative systematic ...
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Purpose: In the 21st century, digital libraries have emerged in new ways in the professional career of librarians and other library users worldwide. The aim of the present study is to identify the functions of artificial intelligence in digital libraries.Method: This research is a qualitative systematic review. The population of the study includes all quantitative and qualitative research articles on the identification of artificial intelligence functions in digital libraries.Findings: A total of 500 research titles were retrieved through a multi-stage search in internal and external databases. Following a three-stage monitoring process (based on title, abstract, and full-text study), 34 research sources (9 foreign research titles and 25 domestic research titles) in the form of published journals articles and conference papers were identified and analyzed using thematic content analysis. For qualitative evaluation of the studies, 8 questions were posed to the experts, resulting in 1 selective code, 8 central codes and 42 open codes.Conclusion: The results of this research show that artificial intelligence can play an important role in the functioning of digital libraries and providing services to users. The findings demonstrate that AI-based systems are useful in various areas such as reference services, database search, organization, indexing, collection management, information retrieval, convenience and development, planning, and circulation. Moreover, librarians can enhance the quality of their works by employing this technology, which contributes to user satisfaction and the improvement of library services.
Original Article
Javad Masoumi; Zahra Abazari; Zohreh Mir Hosseini
Abstract
Purpose: This study aims to explore the development and implementation of knowledge management (KM) in Iranian government-affiliated research centers. The primary focus is on identifying key factors, challenges, and opportunities in adopting effective KM practices, with the goal of proposing strategic ...
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Purpose: This study aims to explore the development and implementation of knowledge management (KM) in Iranian government-affiliated research centers. The primary focus is on identifying key factors, challenges, and opportunities in adopting effective KM practices, with the goal of proposing strategic frameworks and practical recommendations to optimize KM processes in these organizations.Method: A qualitative research design was employed, utilizing a population of scientific articles on KM in Iranian research centers. Through purposive sampling, 55 articles were selected for analysis. The primary tool used was a “Document Review Checklist”. Data were analyzed using a systematic content analysis method, which facilitated the identification of recurring themes and patterns related to KM implementation.Findings: The study identified six global themes critical to KM implementation: Maturity, Knowledge-Based Decision Making, Structural Flexibility, Knowledge-Centricity, Socialization, and Localization of Cloud Computing. While managers and experts recognized the value of KM and demonstrated a willingness to establish relevant systems, significant barriers - such as limited IT infrastructure, insufficient incentives, cultural resistance, and a lack of comprehensive policies hindered effective implementation.The findings also highlighted the importance of fostering a knowledge-sharing culture, providing continuous training, and leveraging advanced technologieslike Artificial Intelligence and localized cloud computing to enhance KM processes, data accessibility, and collaboration.Conclusion: The study concluded that nurturing an organizational culture that encourages knowledge sharing, providing adequate training and incentives, and adopting advanced technologies are essential for successful KM implementation. Additionally, leveraging international models and applying continuous improvement strategies can significantly enhance research capacities and elevate organizational performance. Addressing cultural, structural, and technological barriers is crucial for unlocking the full potential of KM in Iranian government-affiliated research centers, ultimately improving decision-making, innovation, and international collaboration.
Original Article
Hamid Reza Mahmoodi; Mohammad Hasanzadeh; Liana Razmerita
Abstract
Purpose: This study systematically reviews the advantages and disadvantages of using ChatGPT in higher education.Method: This systematic review adheres to PRISMA guidelines. The search was conducted using the terms "ChatGPT" and "chatbot" for the years 2021–2024 in Google Scholar, ResearchGate, ...
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Purpose: This study systematically reviews the advantages and disadvantages of using ChatGPT in higher education.Method: This systematic review adheres to PRISMA guidelines. The search was conducted using the terms "ChatGPT" and "chatbot" for the years 2021–2024 in Google Scholar, ResearchGate, Web of Science, and PubMed via Publish or Perish (version 8). A total of 365 records were retrieved, and after screening, 35 relevant studies were included.Findings: The analysis indicate that 66% of the reviewed studies highlighted the benefits of ChatGPT in higher education, including enhancements in cognitive and learning skills, support for research and writing, improvements in language and communication, and automation of certain tasks to increase efficiency. Additionally, advantages such as 24/7 availability, quick responses, topic diversity, privacy, and easy access to past interactions were noted. Among the advantages that received the most attention are optimization of academic training, enhancement of cognitive and learning skills, and assistance in the research and development process. However, 75% of the studies discussed disadvantages, including concerns about plagiarism, ethical issues, negative perceptions, lack of audiovisual communication, absence of human interaction, technical limitations, and restricted multi-dimensional engagement. Among the most prominent disadvantages are ethical concerns, plagiarism, and lack of uniformity in responses.Conclusion: While ChatGPT offers significant benefits in education, its limitations require careful consideration to ensure responsible and effective use. Specifically, to address these disadvantages, practical measures such as the development of policies and ethical guidelines should be implemented to ensure responsible and optimal use of this technology in education.
Original Article
Seyed Mehdi Mirmehdi; Soheil Bokaei
Abstract
Purpose: The growth and development of social media have played a significant role in shaping and transforming brand strategies. This paper aims to evaluate the antecedents and consequences of brand-related content usage on social media and examine their impact on consumer behavior, brand equity, and ...
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Purpose: The growth and development of social media have played a significant role in shaping and transforming brand strategies. This paper aims to evaluate the antecedents and consequences of brand-related content usage on social media and examine their impact on consumer behavior, brand equity, and purchase intentions.
Method: To analyze and test the factors influencing user interactions with brands on social media, a structural model was designed. The study's statistical population comprised active social media users. Data were collected through a two-part questionnaire; the first part gathered demographic information of respondents, and the second part included 30 questions assessing the constructs of the conceptual model. All items for these constructs were adapted from previous research. In total, 223 usable questionnaires were obtained.
Findings: Results indicated that factors such as information, Remuneration, and self-expression positively influence user interactions with brand content, while factors like entertainment and social interaction did not show significant effects. Additionally, Using Brand Related Content on Social Media significantly influenced brand equity and purchase intentions.
Conclusion: This research demonstrates that brands should focus on providing reliable information, creating appealing incentives, and offering opportunities for user self-expression to enhance customer loyalty and maximize the visibility of brand content. Furthermore, leveraging authentic content and optimized interactive strategies can play a crucial role in boosting brand impact and enhancing brand equity.
Original Article
Negin Pashootan; Dariush Matlabi; Nadjla Hariri; Fahimeh Babalhavaeji; Sattar Zarkalam
Abstract
Purpose: The present study aimed to identify and analyze the determinants underlying Iran’s accession to international copyright treaties.
Method: To achieve this objective, a combined exploratory and integrative methodology was utilized, integrating meta-synthesis (Sandelowski & Barroso’s ...
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Purpose: The present study aimed to identify and analyze the determinants underlying Iran’s accession to international copyright treaties.
Method: To achieve this objective, a combined exploratory and integrative methodology was utilized, integrating meta-synthesis (Sandelowski & Barroso’s model) using the Delphi technique. During the meta-synthesis phase, 51 studies were selected. Findings were obtained through open coding, organized into concepts, and arranged into thematic categories. A two-round Delphi process involving 23 experts—including publishers, copyright professionals, software and game developers, web developers, and artists—was conducted to validate the results. The data were analyzed using the mean, standard deviation, and coefficient of variation.
Findings: The meta-synthesis revealed 114 concepts, divided into 34 categories across four domains: economic, cultural, political, and legal. In the initial Delphi round, the majority of the categories were deemed to be highly significant, whereas “Religious issues”, “Shortcomings of the Berne Convention,” and “legal/structural challenges” garnered lower consensus. In the subsequent round, expert agreement increased, with “Preparation of legal infrastructure,” “Preparation of managerial infrastructure,” and “Establishment of collective management organizations” identified as the most crucial. The category “limitations of the Berne Convention” was omitted due to a mean score falling below 4.
Conclusion: In summary, 42 out of 43 categories (approximately 98%) attained mean scores of 4 or above, indicating a strong consensus among experts. The establishment of robust legal and managerial infrastructures was highlighted as the most essential factor. These findings provide both theoretical perspectives and practical recommendations for policymakers regarding the development and execution of effective copyright policies.
Original Article
Azam Najafgholinejad
Abstract
Purpose: This study presents a user interface model for library websites tailored to visually impaired (VI) users, leveraging the potential of artificial intelligence (AI).
Method: Through exploratory observation of 33 visually impaired users performing three real tasks on library websites, key factors ...
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Purpose: This study presents a user interface model for library websites tailored to visually impaired (VI) users, leveraging the potential of artificial intelligence (AI).
Method: Through exploratory observation of 33 visually impaired users performing three real tasks on library websites, key factors affecting usability were identified. Data collection involved formal usability testing combined with the think-aloud protocol. The interfaces of four prominent Iranian library websites were analyzed. Content analysis supported by MAXQDA software was used to interpret the data, and Cohen’s kappa coefficient was employed to measure inter-coder reliability.
Findings: The main findings of this study revealed that a logical webpage structure and clear descriptive headings have the most significant impact on usability. Additionally, inconsistent labeling, search and results presentation complexity, lack of interface customization options, and technical challenges were identified as major accessibility barriers for visually impaired users. AI-based solutions such as automatic error correction, intelligent voice assistants, AI-powered question answering, result clustering, smart filtering, text and image processing, summarization, and interface personalization were proposed to enhance the user experience. Overall, by integrating user feedback and cutting-edge AI technologies, libraries can create more inclusive digital environments that cater effectively to the needs of visually impaired patrons, setting a precedent for future developments in accessible information retrieval systems.
Conclusion: Improving library website usability for visually impaired users requires a nuanced understanding of their specific needs. This research contributes by identifying underexplored AI-based strategies that can significantly enhance accessibility and user satisfaction. Future studies should assess the long-term effectiveness of these approaches and explore additional enhancements.
Original Article
Negah Kamali; Roholah Hosseini; Mohamad Ahmadi
Abstract
Purpose: As competition increases in today's world, companies must strive to establish a strong brand name both in the market and in the minds of consumers. This study investigates the impact of social media advertising on the competitive position of the Daewoo brand. Given that Daewoo has received permission ...
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Purpose: As competition increases in today's world, companies must strive to establish a strong brand name both in the market and in the minds of consumers. This study investigates the impact of social media advertising on the competitive position of the Daewoo brand. Given that Daewoo has received permission to assemble and service its brand in Iran, and considering that popular companies such as Samsung and LG have exited the market, Iranian consumers can benefit from the high quality of this company's products, which will also create jobs for local workers and specialists. More effective advertising of this brand's products is will results in increased sales and contribute to the country's progress.Method: This research is applied in purpose, descriptive-survey in nature, quantitative in data type and field and library in method. The standard questionnaire is derived from the research article by Ashraf et al. 2019, achieving a Cronbach's alpha above 0.7. The statistical population is limited to Daewoo consumers who are active on Instagram, Daewoo website, and those who visit Daewoo dealerships in Iran. Given the large population size, a sample of 384 respondents was selected using Cochran’s formula. Data analysis was conducted using SPSS 26 software.Findings: The results showed that manufacturers of Daewoo products should prioritize loyalty and trust alongside customer satisfaction by fostering a long-term, mutually beneficial relationship, and that advertising on social networks significantly impacts the competitive position of the company's product brand.Conclusion: This research will be valuable for marketers and domestic sellers Daewoo products. It is also suggested that the company strengthen trust among customers through advertising on social networks.
Review Article
Seyed Hamid Mir Motahari; Sina Nematizadeh; Seyed Abbas Heydari
Abstract
Purpose: This research aims to develop an advertising policy model in digital marketing based on eye tracking.
Method: The research method is qualitative and based on grounded theory. Semi-structured interviews were used to collect information, and data analysis was performed using the Strauss and Corbin ...
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Purpose: This research aims to develop an advertising policy model in digital marketing based on eye tracking.
Method: The research method is qualitative and based on grounded theory. Semi-structured interviews were used to collect information, and data analysis was performed using the Strauss and Corbin method and the paradigm model. Sampling was theoretical sampling using targeted (judgmental) techniques, based on which 15 interviews were conducted with managers and marketing and advertising experts.
Findings: The findings of the research show that during the process of open, central and selective coding, the advertising policy model based on the use of eye tracking consists of Causal categories that include Advertising content, Quality of environmental advertising and Promotional features; contextual categories consist of advertising slogans, billboard elements, analysis of customer eye movements; intervening categories consist of online advertising, advertising costs, advertising through media and mass communication; Central categories that consist of environmental advertising status, development of advertising influence, effective advertising on customers' intentions; category of strategies includes advertising message attractions, evaluation of target environmental advertising selection process, advertising based on customers' taste; consequence category includes competitive advantage, currency innovation, Promotion of strategic marketing decisions.
Conclusion: The study concludes that the eye tracking-based advertising policy model provides a comprehensive framework for enhancing advertising strategies. The model emphasizes the importance of considering various factors such as advertising content, consumer behavior, and contextual elements in developing effective advertising campaigns. The research highlights the potential of eye tracking in optimizing advertisements and gaining a competitive edge in the market. From a managerial perspective, the model offers actionable insights for marketers to improve customer engagement and increase advertising effectiveness by leveraging eye tracking data. It also suggests that advertisements should be tailored to consumer preferences and the context in which they are viewed. The study advocates for further research in this area to broaden the application of eye tracking technology in other marketing domains and service sectors. From an academic standpoint, this research contributes to the limited body of knowledge regarding environmental advertising and the use of eye tracking in marketing. It provides a foundation for future studies to explore the relationship between visual marketing and consumer behavior, offering insights that could foster innovative advertising strategies in the digital marketing field.
Original Article
Zeinab Papi
Abstract
Purpose: The purpose of this paper was to critically analyze the textbook "Management of Digital Libraries: A Practical Guide" written by Mitra Samiei (2023) from Chapar Publications and evaluate it based on the standards and criteria of university textbooks.
Method: This was an applied research study ...
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Purpose: The purpose of this paper was to critically analyze the textbook "Management of Digital Libraries: A Practical Guide" written by Mitra Samiei (2023) from Chapar Publications and evaluate it based on the standards and criteria of university textbooks.
Method: This was an applied research study in terms of purpose and mixed-method in terms of approach, which used critical qualitative analysis and descriptive survey. A checklist was employed for qualitative evaluation of the content and formal structures of the textbook on a 5-point Likert scale.
Findings: According to the analysis results, the textbook scored 54/70 (72%) for formal criteria, which was acceptable. In contrast, it scored 40/70 (53.33%) and 47/70 (67.14%) for structural and writing criteria, respectively, which were unacceptable. It scored 66/95 (69.47%, almost 70%) for content criteria. In general, the textbook under criticism can be suitable and practical for students as a work that collects all the materials available in digital libraries by solving the stated problems.
Conclusion: Among the factors that can help improve the present work are modifying photo captions, the publisher's innovative cover design, footnotes for jargon, required persons and concepts, citations, glossary and index, and a list of tables and figures. Therefore, the author is recommended to provide practical examples and new instances, employ up-to-date sources, reduce textbook volume, and avoid duplicate content to improve the current work in the next editions. Also, among the strengths of this textbook is a separate chapter dedicated to digital librarianship, organizational structure, human resources in digital libraries, and the author's credibility and expertise.
