Knowledge Economy Studies

Abstract Advergames are a popular strategy for attracting customers and enhancing brand awareness by integrating brand-related content into video games. However, the effectiveness of this integration depends on factors such as game design, player engagement strategies, and the alignment of game content with brand identity. Despite the growing importance of this field, limited research has systematically identified and ranked key indicators affecting brand integration in advertising experiences. Most existing studies focus on specific aspects of advertising, such as the impact of brand placement, the role of rewards, and the effect of game competition on brand acceptance, without providing a comprehensive framework for collectively evaluating these factors. This research employs the fuzzy analytical hierarchy process (FAHP) method to identify and rank the most influential factors for brand integration in video game advertising. The ranking results indicate that these three factors, in order of priority from first to third, are crucial for effective brand integration in advergaming: creating player engagement with the brand, matching game type with product/brand, and aligning advertising content with target players. The findings of this research help marketers and game developers design more impactful advertising experiences that align with brand objectives and player expectations. Games function as entertainment tools and can influence customer engagement and loyalty while conveying the brand's advertising message indirectly and without causing irritation.

Abstract This study investigates the impact of social media on the growth of Home-Based Buisinesses (HBBs), focusing on identifying and prioritizing the key factors that contribute to value creation through social media. A systematic review of the literature from 2000 to 2021 was conducted, analyzing 24 articles using the Meta-Synthesis method. The identified value-creating factors were coded and ranked using the Shannon entropy method. The analysis revealed three main categories of value creation: the development of business infrastructure, the enhancement of business processes, and the improvement of market-oriented behaviors. These factors were ranked in the order of their importance. While research on social media's role in business has grown significantly in the past two decades, there has been no comprehensive study addressing value creation through social media in HBBs or prioritizing these factors. This study provides new insights into this underexplored area of research.

Abstract Banking applications serve as mobile tools enabling users to carry out essential banking tasks on their mobile devices. Materialism, defined as a focus on acquiring materialistic goods and physical comforts, is the central theme of this study, which investigates its influence on the use of banking applications. The research is grounded in the extended theory of planned behavior, with a practical and descriptive survey methodology. Data were collected from 282 users of banking apps via questionnaires, and the analysis was conducted using Structural Equation Modeling. The findings showed that attitude, subjective norms, and perceived behavioral control together explained 56% of the variance in behavioral intention. By incorporating the three dimensions of materialism—success, centrality, and happiness—the research extended the theory of planned behavior, increasing its effectiveness in explaining the intention to use banking apps. Moreover, the findings revealed that attitude played a mediating role between the three dimensions of materialism and the intention to use banking apps. Additionally, the subjective norms mediated the relationship between success and happiness and the intention to use the apps. However, perceived behavioral control did not act as a mediator between the dimensions of materialism and the intention to use mobile apps. These findings offer valuable insights for the users of banking apps, policymakers, and bank managers.

Abstract With the development of communication and information technologies, smart tourism is developing rapidly, and the tourism industry is gradually changing. In this regard, the fifth generation Internet (5G) network, due to its higher transmission rate and less latency, can meet the needs of tourism applications using the latest 5G-based technologies such as the Internet of Things, Virtual Reality and Augmented Reality, and Artificial Intelligence. It can meet the problem of low population access to the network during the trip and help to improve and develop smart tourism. To this end, in this article, we present several 5G-based projects for smart tourism that can help improve the application of this technology in terms of integrated interoperability, low cost, high speed and low latency, and increased efficiency in smart tourism. Therefore, this article, with emphasis on the fifth generation of the Internet and with the aim of identifying 5G-based smart tourism projects, seeks to prioritize these projects using the Hierarchical Analysis Method. Therefore, after reviewing the literature and interviewing experts, 5 main criteria for project prioritization were selected and weighted by AHP method using an expert questionnaire. Then, using the experts’ opinions, 17 identified smart tourism projects were prioritized according to the criteria weight. The construction of smart tourist city, smart transportation, and the use of virtual reality and augmented reality in tourism were identified as the most important smart tourism projects that managers need to pay attention to.

Abstract As science and technology advance rapidly, vast amounts of structured, semi-structured, and unstructured data are generated daily from various sources. This data, produced by diverse users, often exhibits common patterns that can be filtered and analyzed to offer valuable recommendations for products or services that interest these users. Recommender systems emerged in the mid-1990s and gained significant attention following the Netflix Prize. Today, these systems are applied in diverse fields, such as movie recommendations (Netflix), book suggestions (Amazon), and music selections (Spotify). Recommender systems (RS) are software applications and methods created to suggest items that may be valuable or relevant to users. This study aims to identify, evaluate, and synthesize research on the application of recommender systems in finance. To achieve this objective, we employed the bibliometric method, a robust approach for collecting research data. All relevant articles in this field were initially gathered from the Scopus database. Subsequently, we conducted an analysis using the bibliometrix package in R software to process the collected articles. In this study, we review the historical background of research conducted on recommender systems, explore their applications in the financial domain, and elaborate on the inputs and outputs of such systems. Additionally, we introduce different recommender systems and discuss their advantages, disadvantages, and challenges. Finally, we offer suggestions for the implementation of this method. The findings of this research serve as a valuable toolkit to assist researchers in their work within this area of study.

Abstract The rapid advancement of technology and the growing demand for efficient communication and trade have significantly enhanced the relevance of e-commerce. Trust is a critical factor in ensuring customer retention, particularly in the competitive digital marketplace. Despite its importance, limited research has examined the impact of website quality on customer trust, especially with brand awareness as a mediating factor. This study addresses this gap by investigating the relationship between website quality, brand awareness, and customer trust in the tourism industry. The research focuses on prominent Iranian tourism websites, including AliBaba, Eligasht, Flightio, Zoraq, Samtik, Safarestan, DoroNazdik, SafarMe, SafarNik, and Airplane Ticket. Using a descriptive-survey and applied methodology, a sample of 385 online customers was selected based on Cochran's formula. Data were gathered through questionnaires, with construct validity and reliability confirmed through factor analysis. The data analysis was conducted using SPSS and PLS software. The findings demonstrate that website quality significantly influences customer trust, with brand awareness playing a mediating role. All primary and secondary hypotheses were confirmed. These results highlight the importance of investing in website quality to enhance customer trust and foster stronger brand perceptions. Managers in the tourism sector are advised to recognize the dynamic nature of e-commerce and prioritize factors influencing customer trust. By doing so, they can capitalize on new opportunities, improve customer retention, and maintain a competitive edge. This study underscores the strategic importance of aligning website quality with brand awareness to build lasting customer relationships in the rapidly evolving e-commerce landscape.

Abstract In today’s competitive business environment and the rapidly evolving digital age, businesses move toward simultaneous competition and collaboration to achieve their goals. Coopetition, a term blending cooperation and competition, is rooted in the principles of game theory. This strategic approach has the potential to significantly enhance business sustainability. As a relatively new and evolving paradigm in business management, sustainability emphasizes the integration of environmental, social, and economic factors into organizational practices. This emerging concept reflects a growing commitment to balancing these dimensions in pursuit of long-term success. This study investigates the consequences of coopetition for business sustainability using a systematic review methodology. After reviewing relevant articles in Scopus and web of science databases, 51 articles were selected for coding. The consequences of using coopetition as a strategy for sustainability were extracted and classified into three categories: environment, social, and economic dimensions. 

Abstract Without effective mechanisms for implementation, a code of ethics would not impact employees’ behavior. This study aims to inductively investigate implementing a code of ethics to improve the current understanding of this subject and make implementing a code of ethics in organizations more effective. To this end, the Grounded Theory (GT) approach is used. The research sample comprises managers and employees from 12 ICT companies in the Tehran Stock Exchange. Data were collected by conducting interviews and using the theoretical sampling method. On this basis, 23 HR managers/experts were interviewed. The collected data were analyzed using the approach proposed by Strauss and Corbin (1998). The findings indicate that organizations are driven to implement a code of ethics due to two main reasons: external pressure and internal needs. In implementing a code of ethics, they face challenges such as low top management support, improper financial situation, and unsupportive employee perceptions and attitudes. To implement a code of ethics, surveyed organizations take initiatives such as code of ethics definition and redefinition, communication, code of ethics training, punishing violations, and awarding obligations and social methods. Such initiatives can improve an organization’s ethical climate and create a distinguished identity, whereas they can yield undesired consequences if proven unsuccessful.

Abstract In the contemporary era, information and communication technology (ICT), through the framework of e-governance, has played a significant role in the advancement and development of various societies. The success of e-governance requires ensuring the effective implementation of e-governance development programs in government-affiliated executive agencies and aligning these programs across all dependent sectors. Accordingly, this study aims to develop a performance evaluation model for e-governance in developing countries. From a purpose perspective, this research is applied, and in terms of data collection method, it falls under qualitative research. The statistical population includes experts in information technology, strategic planning, and public administration. The findings of the research reveal that the main dimensions of the e-governance performance evaluation model are e-administration, e-society, e-citizen, and e-services. This comprehensive model introduces a novel perspective for advancing e-governance in the country. This paper aims to propose a model for evaluating the performance of E-governance in Iran. "Governance" refers to the interactions between government and its broader environment, encompassing political, social, and administrative dimensions. E-governance, or "electronic governance," involves leveraging ICTs at various levels of government and the public sector, as well as beyond, to improve governance processes. Since the application and implementation of E-governance vary across countries, the methods for evaluating it also differ. This study seeks to gather expert consensus on assessing E-governance in Iran, employing the Delphi technique—a research method that collects expert opinions through a series of structured questionnaires. After a brief overview of E-governance and evaluation concepts, the paper presents a model for evaluating the performance of E-governance in Iran. This model, developed through a thorough investigation, introduces a novel perspective on advancing E-governance in the country.

Abstract While the intention to adopt mobile banking services (m-banking) has been extensively studied, the factors influencing continuous use of m-banking services post-adoption remain relatively underexplored. Employing a qualitative approach, this study aims to develop a comprehensive framework for understanding sustained mobile banking usage determinants. Data were collected through open and in-depth interviews with 10 experts and specialists in the field of information technology and analyzed using a phenomenological approach. The results were categorized into three main dimensions: organizational, environmental, and individual factors. The organizational dimension encompasses 15 factors, including performance / service quality, information quality, aesthetic design, user compatibility, human interactive features, confidentiality assurance/ privacy protection, system integration, authenticity, reducing interactive costs, security measures/ security of banking apps, ease of use, reputation / organizational credibility, customer support, secure authentication, and customization. The environmental dimension comprises four factors, including cultural context and social distance, economic development, education and digital literacy, and technological development. The individual user dimension identifies 12 factors such as such as perceived service value, user trust, satisfaction, perceived self-efficacy, previous experience, subjective norms, attitudes, digital resilience, and adaptability to technological changes.

Abstract Digital Libraries (DLs) enable the development, organization, and administration of digital resources and collections while offering search, retrieval, and other information services through computer networks and electronic platforms. The efficient management of digital content in these libraries bolsters the knowledge economy and fosters an environment conducive to scientific advancements and innovations. Open source is increasingly viewed as a viable alternative to commercial digital library systems, largely due to dissatisfaction with their functionality. Additionally, budget constraints faced by libraries and the rising costs of software development and maintenance have further fueled this shift. Open-source digital library software offers free access alongside reliable functionality, making it an appealing option. Selecting high-quality software is a critical decision in designing a digital library, as it forms the foundation for delivering services. However, the wide range of available options can make the selection process challenging. The key issue lies in clearly defining the library's information requirements and its intended usage. To simplify the decision-making process, we evaluated six widely adopted open-source digital library systems including CDSware, DSpace, Fedora, Greenstone, Keystone, and EPrints. The assessment was based on a checklist comprising eight categories of key criteria. Among these, DSpace emerged as the top performer, followed by Fedora, Greenstone, CDSware, and EPrints. Conversely, Keystone was ranked as the lowest one due to inadequate support for several essential features outlined in the checklist. This study aims to assist decision-makers in selecting and implementing open-source digital library systems effectively in their institutions.

Abstract This study aimed to identify the barriers to organizational learning within knowledge-based companies. Utilizing a qualitative approach, the research employed thematic analysis to delve into the managers’ perspectives of knowledge-based firms situated in Qom Science and Technology Park and university professors specializing in organizational learning. Semi-structured interviews were conducted with purposively selected participants. Data was collected through both library research and field studies. The findings revealed three primary barriers to organizational learning: knowledge creation, knowledge sharing, and knowledge-based performance. Notably, the study indicated that barriers to knowledge sharing were significantly more prevalent across the examined organizations. Key obstacles included ineffective communication among organizational members, resistance to learning, traditional managerial mindsets, and inadequate financial support. Additionally, challenges related to knowledge creation and knowledge-based performance encompassed outdated systems, flawed analysis, and a lack of transparency for employees. Based on the research outcomes, several practical recommendations are proposed to address these barriers. These include implementing effective training programs, enhancing communication systems, and providing financial support for learning initiatives. Given the potential of knowledge-based companies located in Qom Science and Technology Park, it is anticipated that overcoming these obstacles will foster greater growth and success in innovation, research, and development.