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Open Access Article
1 - Construction and lived experience of marketing elites from the agricultural marketing model in Iran with a mixed approach and validation
bijan Alizadeh Abdollah Naami mohammad nasrollahniyaAbstractBackground: Marketing, with its importance, is a basic strategy in all businesses, have adopted many activities with the aim of increasing the share in the industry, reducing costs and increasing efficiency. Purpose: , professors and senior managers in the field MoreAbstractBackground: Marketing, with its importance, is a basic strategy in all businesses, have adopted many activities with the aim of increasing the share in the industry, reducing costs and increasing efficiency. Purpose: , professors and senior managers in the field of agriculture and marketing in Iran regarding the development of agricultural marketing. Method: The method of this research is a combination that was developed using a sequential exploratory strategy, firstly using the qualitative grounded theory method of a native model, and then using the quantitative method of modeling the structural equation of the developed model, it was tested. In the qualitative part, using in-depth interviews among elites, professors and senior managers in the fields of agriculture and marketing, with the coding technique of the theory building process, theoretical saturation was reached with fifteen interviews, and the results were based on three stages of coding with more than 108 meaningful propositions, 211 corresponding concepts. , and 23 sub-categories, 9 main categories and one core category were obtained. In the quantitative part, the obtained paradigm model was tested using quantitative data. Findings and results: The findings of the quantitative section showed that the obtained core category includes; " commitment and tendency to marketing with the intervention of commercial liberalization in two important strategies of synergy in marketing and market orientation leads to the favorable consequences of sustainable agricultural development, globalization of markets and agricultural promotion" It can be the calculated theoretical strategy for the market of medicinal plants in the country, Manuscript profile -
Open Access Article
2 - Designing and Validating an Effective Social Media Marketing Model in the Tehran Dairy Industry
maryam abdoli Hosein Bodaghi Khajenobar Reza Rostamzadeh Farzin Modares Khiyabani Nowadays, social media is widely used for marketing activities. Despite the many benefits, there is still no comprehensive model for regulating marketing efforts in this area. The purpose of this study is to design and validate an effective model of social media More Nowadays, social media is widely used for marketing activities. Despite the many benefits, there is still no comprehensive model for regulating marketing efforts in this area. The purpose of this study is to design and validate an effective model of social media marketing in the Tehran dairy industry with a mixed approach. The present study was conducted with a mixed (qualitative-quantitative) approach. The statistical population of this research in the qualitative part includes experts of Tehran milk industry. Qualitative sampling continued in a targeted manner until theoretical saturation was achieved. The statistical population in a small part also includes customers of Tehran milk industry. Using the Cochran's formula for uncertain communities, 384 people have been calculated as a sample. Cluster sampling method and available individuals were used for sampling. Semi-structured interview and Likert scale questionnaire were used to collect data. In order to analyze the data in the qualitative part by the data analysis method of the foundation, the indicators of the social media marketing model were identified using MAXQDA. Then, using structural-interpretive modeling and using MICMAC, a basic model was designed. Structural equation modeling and LISREL software were used to validate and present the final model. Findings showed that the components of knowledge management, customer needs assessment and customer engagement are among the basic components of the model that affect the strategic marketing and competitive advantage of the company and lead to media effectiveness and customer loyalty. Manuscript profile -
Open Access Article
3 - Designing a legal and financial model for capital changes in public joint stock companies in Iranian and English laws
Reza Mohammadi Darvishvand Ali Zare Mehdi Montazer Seyedyaghoub zeraatkishThis study was conducted with the aim of designing the financial legal model of capital changes (increase) of public companies in Iranian and British law. The research method of the present study is mixed and it is done with two types of qualitative and quantitative (mi MoreThis study was conducted with the aim of designing the financial legal model of capital changes (increase) of public companies in Iranian and British law. The research method of the present study is mixed and it is done with two types of qualitative and quantitative (mixed) approaches. In the qualitative part of the research, in order to collect data, interview questions were developed. In the following, the ISM questionnaire was used. The statistical population of the research included 10 qualified experts who were selected using non-probability and purposive sampling method, and in-depth and semi-structured interviews were conducted with them. The first step of the current study was using the qualitative analysis method (interview editing approach, summarizing them and interpreting concepts and words) to identify the main and subcategories of the research. Then, in the second and quantitative part of the research, the modeling method was used. Structural-interpretive and MICMAC software were used to identify the causal relationships between the main research categories. By extracting the main and sub-categories of the research using the results of the qualitative analysis of the theme and the ISM method, the final model was presented. In total, the pattern obtained consists of 10 main categories. The results of the research showed that the capital structure has an effect on short-term debt, equity and long-term debt. The aforementioned variables also affect the company's behavior in financing operations. The behavior of the company affects the lease and bank loan, long-term debt and bond issuance and further affects the risk management. Risk management also leads to the increase of capital of public companies. In the same way, the amount of influence on the next levels is reduced and the variables of the same level, that is, have mutual interaction with each other. Manuscript profile -
Open Access Article
4 - Designing a Digital Marketing Model in the Brand of Online Business Companies
Benyamin Mosayebi Amidabadi ozhan karimi Shahram HashemniaInternet businesses are the dominant model of the way of doing business in today's era, and considering the competitive environment of this field, branding is undoubtedly the key to achieving differentiation and gaining a competitive advantage in this field. The main go MoreInternet businesses are the dominant model of the way of doing business in today's era, and considering the competitive environment of this field, branding is undoubtedly the key to achieving differentiation and gaining a competitive advantage in this field. The main goal of this research is to provide a digital marketing model for branding internet businesses. The upcoming study is a fundamental research based on deductive-inductive reasoning and using a mixed qualitative-quantitative approach. In the qualitative part of the research, a fuzzy Delphi questionnaire with a 7-point scale and a researcher-made questionnaire with a 5-point Likert scale were used. The statistical population in the qualitative sections consisted of 10 qualified experts who were selected using the purposeful and non-probability sampling method and in-depth and semi-structured interviews were conducted with them. In the quantitative part of the research, the fuzzy Delphi technique was used to screen the obtained indicators, then the structural-interpretive modeling method was used to identify the causal relationships between the main categories of the research, and by using structural equation modeling and LISREL software, the model was presented. Has been validated. The statistical population of the quantitative part for validating the final model included 393 managers of online business companies in the country. In total, the obtained model consists of 5 main categories including digital marketing strategy, personalization, content marketing, interaction with consumers and digital marketing mix. Based on the results, it was shown that the digital marketing strategy is the most fundamental element of the model and is an exogenous independent variable. This variable affects content marketing, consumer engagement, and the digital marketing mix. These three variables in turn affect personalization. Finally, the personalization variable also affects digital branding as a dependent variable of the model. Manuscript profile -
Open Access Article
5 - Designing a nation branding model in the field of industrial products and services export
Alireza Zamani Kambiz Jalali Farahani Mahmoud Samiei Nasr Nasrin AkhondiNation branding is a suitable model recommended by international organizations for export development in the third millennium. An important part of the exports of countries in the world are industrial products. In this regard, due to the importance of this issue for the MoreNation branding is a suitable model recommended by international organizations for export development in the third millennium. An important part of the exports of countries in the world are industrial products. In this regard, due to the importance of this issue for the country, this study was conducted with the aim of providing a model for promoting the nation brand in the field of exporting goods and industrial services. The current research is an applied-developmental research in terms of its purpose, and it is considered a cross-sectional survey research from the point of view of the method of data collection. The community of participants in the qualitative section includes senior managers and entrepreneurs in the fields of branding, industry, export and trade, who have sufficient experience in the aforementioned fields. Sampling was done with a targeted method and theoretical saturation was achieved with 11 interviews. Research findings showed that a national macro-policy and export-oriented culture are the main parameters affecting the national brand. The communication infrastructure in the country provides the necessary platform and the challenges of export sanctions play the role of an interventionist. Finally, the use of relevant strategies to improve the export of industrial goods and services leads to the promotion of the national brand. The central phenomenon including (international branding) also affects the strategies in the field of export of goods and industrial services. Finally, it was found that the strategies of the model lead to a certain result (improvement of the national brand). Manuscript profile -
Open Access Article
6 - Designing and explaining the model of consumer personality traits based on the impulse buying approach in international market with a mixed method
Rahele Ansari Seyyed Hassan Hatami-nasab Shahnaz NayebzadehIntroduction: This research was conducted with the aim of designing and explaining the model of consumer personality traits based on the impulse buying approach. Research design/methodology/approach: The methodology of the current research was descriptive-exploratory MoreIntroduction: This research was conducted with the aim of designing and explaining the model of consumer personality traits based on the impulse buying approach. Research design/methodology/approach: The methodology of the current research was descriptive-exploratory with a mixed approach (sequential type, qualitative-quantitative). The steps include: conducting interviews with women with impulse buying experience and data analysis using the theme analysis method to form the model and then testing and validating the model to identify the final pattern. The participants of the research in the qualitative part were the women of 2 neighboring countries of the Persian Gulf along with 2 southern provinces of Iran, whose impulsiveness in using cosmetics was proven by using RFM and Barratt (1994) tests. In the quantitative part, the statistical population includes all women who use a lot of cosmetics in 3 countries on the edge of the Persian Gulf and women in the southern provinces of Iran. Also, the qualitative analysis of the data obtained from the interviews in the upcoming research was done using the theme analysis method and quantitative data analysis using SPSS and SmartPLS 3 software and at a significance level of 5%. Findings: The findings showed that the research conceptual model includes the variables: feeling the need to buy, tendency to buy impulsively, impulsive buying behavior, consequences, memorization and shopping saturation that this model was tested in the quantitative section and the findings showed at the 95% confidence level, except for one path, all the paths of the model are approved and meaningful. Manuscript profile -
Open Access Article
7 - A framework for identifying LARG supply chain risks
Mohammad Ghoroghchian Omid Ali Adeli Mozhgan safa Mohammad Reza PourfakharanBackground & Objectives: LARG supply chain is a combination of four supply chains: lean, agile, resilient and green. Each type of supply chain has its own requirements that may conflict with other supply chain requirements. The study seeks to identify the types of r MoreBackground & Objectives: LARG supply chain is a combination of four supply chains: lean, agile, resilient and green. Each type of supply chain has its own requirements that may conflict with other supply chain requirements. The study seeks to identify the types of risks facing the LARG supply chain.Material and Methodology: The present study has a positive nature in terms of philosophical foundations due to the use of quantitative methods. From the orientation point of view, the research has an applied approach and its methodology is multiple. The statistical population of the study is the experts of the supply chain of the automotive industry who are selected using a judgmental method for sampling. In this study, two methods of fuzzy Delphi and best-worst were used to analyze the data.Findings: Initially, 41 risks were identified through literature and interviews with experts. In the following, these 41 risks are presented in the form of 13 main risks. Each of these risks is related to a specific supply chain. These risks were then screened by fuzzy Delphi and 25 risks were excluded. The remaining risks were prioritized using the BWM. The results showed that the risks of financing problems, production planning, changing customer demands and weakness of processes and recycling technology have the highest priority in each component of the LARG supply chain.Discussion and Conclusion: Diversifying financing tools, using new marketing methods and having a team approach in product development, paying attention to trends affecting future consumer behavior and examining changes in customers' buying behavior are the most important suggestions. Manuscript profile -
Open Access Article
8 - Compilation and validation of the financial resilience model of the hotel industry in crisis conditions: a mixed approach
Seyyede Maryam Abolhasani Komle Mohammadhasan Gholizadeh Mehdi Meshki miavaghiThe purpose is to provide a model of financial resilience of the hotel industry in crisis in Iran. This research was conducted using the mixed method research of exploratory type. In the qualitative section, the grounded theory method, based on Strauss and Corbin's para MoreThe purpose is to provide a model of financial resilience of the hotel industry in crisis in Iran. This research was conducted using the mixed method research of exploratory type. In the qualitative section, the grounded theory method, based on Strauss and Corbin's paradigm model, was used. Semi-structured interviews were conducted with hotel experts and continued until theoretical saturation based on the snowball technique. From 982 key phrases obtained from the interviews, 86 concepts and 18 main categories were obtained. The qualitative evaluation of the model was carried out and confirmed according to the opinion of Strauss and Corbin in all dimensions. In the quantitative evaluation of the model, structural equation modeling and SmartPLS software were used. All significant numbers were greater than 1.96 and standard coefficients were greater than 0.4 and the model was approved. Considering that the data fitting criterion was 0.603, the fit of the final model was confirmed. The most important findings of the research were identified in the field of financial resilience strategies of the hotel industry in crisis conditions, strengthening of human resources, strengthening of inter-institutional cooperation, tourism industry marketing, optimal financing and innovation. The most important findings of the research were identified in the field of financial resilience strategies of the hotel industry in crisis conditions, including: strengthening of human resources, strengthening of inter-institutional cooperation, tourism industry marketing, optimal financing and innovation. Manuscript profile -
Open Access Article
9 - Analysis of the strategies of creating an entrepreneurial university in Abadeh city: using a mixed approach
somaye aghashiri مرضیه حیدریPurpose: This research was conducted with the aim of analyzing the strategies of creating an entrepreneurial university in line with the transformation and excellence document of Islamic Azad University. Method: The research method was a mixed method (qualitative and q MorePurpose: This research was conducted with the aim of analyzing the strategies of creating an entrepreneurial university in line with the transformation and excellence document of Islamic Azad University. Method: The research method was a mixed method (qualitative and quantitative) which was used in the qualitative part of Meta-analysis and in the quantitative part of the descriptive method of correlation. The statistical population of the qualitative section included numerous domestic and foreign studies, which included 20 studies in the form of targeted sampling after screening the above studies. Also, in the quantitative part, the statistical population includes all active professors and experts in the field of entrepreneurship from the Islamic Azad University of Shiraz branch and its subsidiary units in the province in the number of 111 people who were selected through the entire population. Validity was done in a qualitative way using the triangulation method and in a quantitative way through a formal content method (with the approval of several professors of the university), which were approved after the desired reforms. In order to analyze the findings of this study in the qualitative part of document mining, due to the use of a Meta-analysis approach in the form of extracting concepts and conceptual codes and converting them into the dimensions of the desired model. Findings: The results showed that creative-technological factors, organizational factors, infrastructural-social factors and financial-economic factors were recognized as strategies for creating an entrepreneurial university in line with the transformation and excellence document of Islamic Azad University. Conclusion: Therefore, in order to develop the path of entrepreneurship in entrepreneurial university and in accordance with the transformation and excellence document of Azad University. Manuscript profile -
Open Access Article
10 - Designing a Model of Human Resource Mentoring System Based on a Mixed Approach, With the Aim of Increasing Productivity
Somayeh Sabet Mehrdad Goodarzvand Chegini Hamidreza Rezaei Klidbari Morad Rezaei Dizgah -
Open Access Article
11 - Designing a Model for Implementing the Fourth Generation Industry to Achieve Sustainable Development Goals in the Automotive Industry (Case Study: Iran KhodroCompany(
Amir Ardehi Habibollah Javanmard Nazanin Pilevari -
Open Access Article
12 - Providing an Optimal Model of Affective Attitude in Customers' Purchasing Decisions in Industrial Markets
Seyedeh Hanieh Mirkiaei Tamijani Hamidreza Saeednia Zahra Alipour Darvish -
Open Access Article
13 - Designing and testing the supply chain agility model in oil and gas industry with a mixed approach
Sajjad Shamsi Gooshki Arsalan Nami Mohammad Solgi -
Open Access Article
14 - Identifying the components of the glass roof and presenting its evaluation model based on the mixed exploratory approach
Arezoo Shafi Hosein Fahimi Tabar Mojtaba Ahmadi Seyed Hosein Danesh Mohammad Heidari GoujaniThe purpose of this study was to identify the causal conditions of glass roofs, intervening conditions and contexts affecting the creation and application of glass roofs, strategies for applying and the consequences of the glass roof phenomenon of the National Iranian P MoreThe purpose of this study was to identify the causal conditions of glass roofs, intervening conditions and contexts affecting the creation and application of glass roofs, strategies for applying and the consequences of the glass roof phenomenon of the National Iranian Petroleum Products Distribution Company in a paradigm model and then presenting its conceptual model. Structural, external, descriptive and interpretive validity were used to evaluate the validity of qualitative data and Flint (2002) approach was used to evaluate the reliability. The results of qualitative research were classified into 5 groups: causal conditions, contextual conditions, intervening conditions, strategies and consequences. After compiling the model, the quantitative part of the research was reviewed and content validity and structure validity were used to evaluate the validity. Findings showed that hegemony of patriarchal values with impact factor (0.263), male organizational policies with impact factor (0.186), management and patriarchal organizations with impact factor (0.181), acceptance and submission with impact factor ( 0.80), the pressure of expectations due to the role with the impact factor (0.171), respectively, has the greatest impact on causal factors and family with the impact factor (0.841) has the greatest impact on underlying factors and the moderating role of personality Entering organizational lobbying with an impact factor of 0.921 is the most influential factor the interventionist conditions. In addition, justification with an impact factor (0.917) was the most effective strategy in applying the glass phenomenon and the most important consequence of the glass ceiling was organizational consequences with an impact factor (0.946). Manuscript profile -
Open Access Article
15 - Designing and explaining a model for organizational transformation of Governmental service Organizations with Mixed approach (Case Study: educational offices Iran)
Javad Deihim Mahmood Ghorbani Ahmad Zendehdel Ahmad Akbari. The purpose of this study was to design and explain the model of organizational transformation of educational office. This research was an applied research using a mixed-method design. In the qualitative approach, the Delphi method is used by referring to 25 academic More. The purpose of this study was to design and explain the model of organizational transformation of educational office. This research was an applied research using a mixed-method design. In the qualitative approach, the Delphi method is used by referring to 25 academic and educational experts selected by purposeful methods. In this study, 276 participants were selected by a stratified sampling method with appropriate allocation. The validity of the model was confirmed using face validity, and the reliability of the questionnaire was determined using the Cronbach's alpha coefficient. The results identified 7 dimensions, including a mission, leadership style, human capital, organizational communications, organization structure, information technology, reward system and 17 components for organizational transformation model. Also, the leadership style dimension and the components of transformational leadership and internal reward were determined as the most important ones. In addition to being very rich in the theoretical base, this research will also help to develop the cognition domain. The study suggests that if Managers of government organizations use the dimensions and components of the organizational transformation model, organizational transformation was highly effectiveness to achieve organizational performance and innovation. Manuscript profile -
Open Access Article
16 - Designing a reinsurance model to enter international markets with a mixed approach
fatemeh hashemi JAMSHID edalatian shahryari jalal haghighat monfaredThe purpose of this study is to design a reinsurance model to enter international markets. In terms of purpose, this study is an application that has been done with a qualitative approach in terms of nature and form of implementation. The statistical population of this MoreThe purpose of this study is to design a reinsurance model to enter international markets. In terms of purpose, this study is an application that has been done with a qualitative approach in terms of nature and form of implementation. The statistical population of this research in the qualitative part includes 10 experts in the insurance industry and in the quantitative part of the experts of insurance branches in Tehran province, from which a sample of 384 people has been selected. The main tools of data collection were semi-structured interview and Delphi questionnaire for screening indicators and a 5-point Likert scale questionnaire. To analyze the obtained data, content analysis method and Maxiquida software and partial least squares technique and Smart PLS software were used. The results of qualitative analysis by Max Kyoda software showed that the dimensions and components of reinsurance model design in international markets include investment, international marketing, strategies, market development, internationalization, internationalization attitude, international entrepreneurship and entry into international markets. Also, 48 indicators for these components were finally approved by experts. The results of data analysis confirmed all research hypotheses. Calculation of goodness-of-fit indices showed that the proposed model in this study has good validity. Manuscript profile -
Open Access Article
17 - Investigation of the financial marketing model of Melli Bank of Iran with emphasis on customer segmentation
mahdi dadras sina nematizadeh azam rahiminikThis research was conducted with the aim of investigating the financial marketing model of the Melli Bank of Iran with an emphasis on customer segmentation. This research is of a mixed type and is developmental-applicative in terms of purpose, and it was carried out in MoreThis research was conducted with the aim of investigating the financial marketing model of the Melli Bank of Iran with an emphasis on customer segmentation. This research is of a mixed type and is developmental-applicative in terms of purpose, and it was carried out in a descriptive-survey manner. the statistical population includes experts and employees of Melli Bank of Iran and university professors and elites in the field of marketing, and 385 people were selected using Cochran's formula. The tool included a questionnaire and structural equation modeling and SPSS and PLS software were used to analyze the data. Based on the results, the financial marketing model in the Melli Bank of Iran was designed with an emphasis on customer segmentation in 6 main dimensions of causal conditions, interveners, central category, strategies and consequences, and causal conditions have a significant effect on the financial marketing phenomenon with a significance of 51.673; Also, the influence of background conditions and intervening conditions on the phenomenon of financial marketing was confirmed with significance, 41.965 and 40.074, respectively; Also, other relationships were investigated and all hypotheses were confirmed. Manuscript profile -
Open Access Article
18 - Providing a Model of Economic Development Governance (Case Study: West Azerbaijan Province)
Ismail panahi Vahid Araei Mina Jamshidi....governance at the macro level shows how much the government uses public resources for the public benefits. Therefore, the provinces of the country, as an administrative agency and supervisor of government approvals at the level of each province, should use a suitabl More....governance at the macro level shows how much the government uses public resources for the public benefits. Therefore, the provinces of the country, as an administrative agency and supervisor of government approvals at the level of each province, should use a suitable model for good governance. The present article aims to provide a model of economic development governance in West Azerbaijan province. This article is a fundamental research that has been conducted with mixed research method and based on deductive-inductive reasoning. The statistical population of this study includes theoretical experts (professors of public administration) and experimental experts (managers of West Azerbaijan). Sampling has been done in a non-probabilistic and purposeful manner. Data collection tools are semi-structured interviews and questionnaires. The theme analysis method has been used in order to analyze specialized interviews. Also, the identified indicators have been validated by fuzzy Delphi method. Finally, the final model of the research is presented with a structural-interpretive method. Research data analysis was done in the qualitative phase with MAXQDA software and in the quantitative phase with Matlab and MicMac software. The results showed that the components of "improving economic policies" and "transparency of information and economic measures" directly affect the “anti-corruption” and "public accountability". Likewise, anti-corruption and accountability has an impact on "economic development" and "citizen satisfaction", and so economic development governance can be achieved. If the managers of West Azerbaijan province follow the presented economic, social and cultural principles, it will be possible to achieve the goals and achieve the benefits of economic development governance. Manuscript profile -
Open Access Article
19 - Modeling the Development of Organizational Entrepreneurship in Government Organizations (Case study: Social Security Organization)
Moein Soleimani abdolkarim fatahiIn the present study, the phenomenon of intrapreneurship in the Social Security Organization of Kermanshah province has been investigated. The prevailing approach of the research was mixed that in the qualitative part, the systematic approach of the Grounded Theory meth MoreIn the present study, the phenomenon of intrapreneurship in the Social Security Organization of Kermanshah province has been investigated. The prevailing approach of the research was mixed that in the qualitative part, the systematic approach of the Grounded Theory method was used and in the quantitative part, the survey method was used. Sampling method and data collection tool in the purposeful qualitative part of the snowball with a semi-structured interview and in the quantitative part a whole number with a researcher-made questionnaire. Based on the results of the qualitative and quantitative part of the research, the categories and the average ranking of the categories of the phenomenon of intrapreneurship in the Social Security Organization of Kermanshah province are as follows: Causal conditions include human capital prone to self-fulfillment (2.97), the need to develop a forward-looking vision (2.83), the need to improve the financial performance (2.13) and increasing the size of the organization (2.07); Background conditions include dynamic organizational structure (1.43 and intrapreneurship culture (1.57); Facilitating intervening conditions include management support for intrapreneurship behaviors (2.17), supportive leadership style of influencers (2.28) and the existence of appropriate infrastructure and organizational resources (1.55); Restrictive intervening conditions including laws and policies governing government organizations (1/72), organizational conflict (2/07) and organizational control (2/22); Strategies include formulation of support for entrepreneurial behaviors (5/63), improving incentive and reward systems (5/20), planning to balance organizational conflict (5/40), developing a problem-solving system (5/33), improving continuous entrepreneurial characteristics of employees and managers (5/55), improvement of the research and development system (3/63), management of resistance to change (5/67), improvement of organizational communication (4/27) and suitability of performance evaluation planning with entrepreneurial activities (4/02); The results include improving the organization's social capital (1.49) and productivity and achieving the organization's goals (1.51). At the end, operational measures were suggested for the development of intrapreneurship. Manuscript profile -
Open Access Article
20 - Designing and Exercising the Power of LG Digital Leadership in the Education System of the Country (Case Study: Education of Sistan and Baluchestan Province)
mostafa molazahi sanjar salajeghe sedighe Hasani Ahmadie amene firozabadi Rahman Jalali JavaranThe success of the education system in the present age requires monitoring, responding and coordinating with the digital developments that govern all the pillars of individual and social life. Achieving this requires a new approach to leadership, known as digital leader MoreThe success of the education system in the present age requires monitoring, responding and coordinating with the digital developments that govern all the pillars of individual and social life. Achieving this requires a new approach to leadership, known as digital leadership. In this regard, the present study was conducted with the aim of providing a local model for measuring digital leadership in the country's education system. The present study is a fundamental research that has been done by mixed method. It is also a cross-sectional survey in terms of data collection method and time period. The statistical population of the qualitative section includes 23 experimental and theoretical experts in the field. In a small part, the views of 400 employees of the country's education system have been used. Data collection tools are semi-structured interview, structural-interpretive modeling questionnaire and researcher-made questionnaire. To analyze the data, qualitative content analysis, structural-interpretive modeling and partial least squares were used. The results show that the structure of digital governance and digital technological infrastructure are the underlying variables of the digital leadership model. These variables are the most influential model variables that directly affect the development of digital strategy. Similarly, digital strategy development has an impact on human resource management and digital policy-making. Digital culture and human resource management can also institutionalize digital culture in the organization, and ultimately digital leadership can be achieved Manuscript profile
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