University of Tehran PressInterdisciplinary Journal of Management Studies2981-079519320260531From “Staged” to “Personalized” Experience, Understanding the Evolution of the Customer Experience in Tourism47549510269210.22059/ijms.2025.375248.676704ENMostafaEsmaeili MahyariFaculty of Financial Sciences, Management and Entrepreneurship, University of Kashan, Kashan. IranMohammadGhaffariFaculty of Management and Accounting, University of Tehran, College of Farabi, Qom. IranHamidrezaIraniFaculty of Management and Accounting, University of Tehran, College of Farabi, Qom. IranElhamEbrahimiDepartment of Management, Institute for Humanities and Cultural Studies, Tehran. Iran0000-0002-2276-4453Journal Article20240429The customer experience in tourism has become increasingly advanced and complex, requiring a comprehensive review of its evolution and emerging trends. This study aims to provide a quantitative review of existing research, highlighting the evolution and paradigm shifts over time. To achieve this, bibliometric and visualization techniques were employed to analyze 1,918 papers published between 1982 and 2023 using VOSviewer. The analysis highlights highly cited authors, countries, institutions, and key articles, alongside collaboration patterns identified through co-authorship analysis. Additionally, keyword co-occurrence analysis reveals three distinct periods in the evolution of customer experience. Initially centered on satisfaction and service quality, customer experience has now evolved into an independent construct. The adoption of service-dominant logic has facilitated value co-creation, further enhanced by technological advancements that enable personalized experiences. The findings offer valuable insights for scholars and practitioners, guiding future research and introducing modern approaches for delivering value to customers within the tourism industry.https://ijms.ut.ac.ir/article_102692_95eb906ca10186a1922daaf8ad55e96b.pdfUniversity of Tehran PressInterdisciplinary Journal of Management Studies2981-079519320260531Regulation and Audit Fees for Initial Audit Engagements49752510427410.22059/ijms.2025.380306.676927ENFakhroddinMohammad RezaeiFaculty of Finance, Kharazmi University, Tehran, IranEhsanDolatzareiDepartment of Accounting, Faculty of Management, University of Tehran, Tehran, IranOmidFarajiDepartment of Accounting, Faculty of Management and Accounting, University of Tehran, College of Frabi, Qom, IranZabihollahRezaeeCrews School of Accountancy, the University of Memphis, TN, USAJournal Article20240802This study examines whether the audit firm ranking (AFR) mandated by the Securities and Exchange Organization (SEO) in Iran in 2013 is associated with audit fees for initial audit engagements. We propose that such regulation, in a highly competitive and compliance-driven market, could differently impact the bargaining power of auditors. Our findings indicate that audit fee discounts in initial engagements have decreased in the post-AFR era. Additionally, in line with the bargaining power perspective, audit fee discounts are greater when switching to non-Top auditors compared to Top auditors (first-ranked Trusted Audit Firms by SEO), when switching within non-Top auditors as opposed to Top auditors, and when switching from Top to non-Top auditors rather than from non-Top to Top auditors. The results are robust across several sensitivity tests and offer policy, practice, and research implications by exploring audit fee discounts in initial engagements arising from regulatory initiatives.https://ijms.ut.ac.ir/article_104274_40f8bef3f3e5eae9d61ec7558e6463df.pdfUniversity of Tehran PressInterdisciplinary Journal of Management Studies2981-079519320260531Modeling Viral Marketing to Strengthen the Online Purchasing Channel: A Mixed Approach with the SWARA Technique Based on Genetic Algorithms52754310431810.22059/ijms.2025.385535.677166ENElhamFazeli VeisariDepartment of Managementand accounting, To.c., Islamic Azad University, Tonekabon, IranJournal Article20241117The aim of the present research is to model and prioritize components to provide optimal viral marketing rules in online businesses. It is a mixed-methods applied research study. In the qualitative section of this research, 15 individuals were selected through purposeful sampling by the researcher to ensure their relevance and expertise regarding the research topic, and the quantitative part includes 460 customers of online businesses using a stratified random sampling method. The data collection tools in the qualitative section used the projection technique and in-depth interviews. Using the MAXQDA software, the interviews were analyzed and summarized, through which six components were identified. Then, in the quantitative section, 12 experts determined the Lavash index, and subsequently, exploratory factor analysis was conducted using the SPSS software. Using the SWARA technique, the identified indicators were ranked based on expert opinions according to their degree of importance, and to identify the most influential component, the genetic metaheuristic algorithm was used, with WEKA and RAPIDMINER software employed in this section. Finally, utilizing the decision tree method and MATLAB software, viral marketing optimization rules were identified. The findings in the qualitative section showed that online persuasion, online trust, online support, online services, and online attractiveness were the components of viral marketing, and in the quantitative section, online persuasion and online trust were determined as the best feature or component.https://ijms.ut.ac.ir/article_104318_3599533a5cba53ec78be0d1e6c7d7e10.pdfUniversity of Tehran PressInterdisciplinary Journal of Management Studies2981-079519320260531Predicting University Entrance Examination Ranks by Developing a Stacking-Based Ensemble Machine Learning Algorithm54556610429710.22059/ijms.2025.385883.677186ENMohammad RezaMehreganDepartment of Industrial Management, Faculty of Industrial Management and Technology, College of Management, University of Tehran, Tehran, IranArmanRezasoltaniDepartment of Industrial Management, Faculty of Industrial Management and Technology, College of Management, University of Tehran, Tehran, IranAmir MohammadKhaniDepartment of Industrial Management, Faculty of Industrial Management and Technology, College of Management, University of Tehran, Tehran, IranJournal Article20241124A key issue for planning and consulting is the accurate prediction of students’ rankings in important national university entrance exams, such as Iran’s nationwide university entrance examination, commonly known as the Konkur. Although machine learning has been increasingly used in educational data mining, most existing models have shown limited accuracy, are inadequately formulated, and lack sufficient optimization for practical application. This study introduces a novel stacking-based ensemble learning model that incorporates XGBoost, LightGBM, and CatBoost as base learners, with a linear regression model as a meta-learner to improve national rank prediction. The proposed model’s main hyperparameters were adjusted using the Optuna optimization framework to enhance the performance of each model. The model was trained and validated on a large dataset of over 73,000 student records from Ghalamchi Institute and evaluated using five-fold cross-validation with NRMSE and R² as performance measures. The results showed that the proposed model significantly outperformed baseline models, such as Random Forest, Gradient Boosting, and MLP Regressor, achieving NRMSE of 0.0659 and R² of 0.7735, which could be attributed to the effective integration of advanced learners with systematic hyperparameter optimization. This research provides a practical and scalable predictive tool that can support academic advisors, educators, and policymakers in making informed decisions, promoting equity in education, and guiding students through data-driven interventions. The use of stacking-based ensemble learning and automated hyperparameter optimization via Optuna distinguishes this study from prior research and is a meaningful step forward in the application of predictive analytics in high-risk educational settings.https://ijms.ut.ac.ir/article_104297_f59319e4a0067b07cfaf6680b0f3b2db.pdfUniversity of Tehran PressInterdisciplinary Journal of Management Studies2981-079519320260531Quantifying the Influencing Issues of Digital Integration with Supply Chain Using Graph Theory (GT)56758210428810.22059/ijms.2025.389127.677380ENNitin KumarChauhanDepartment of Mechanical Engineering, JC Bose University of Science & Technology, Faridabad, Haryana-121006, IndiaVikasKumarDepartment of Mechanical Engineering, JC Bose University of Science & Technology, Faridabad, Haryana-121006, IndiaSandhyaDixitDepartment of Mechanical Engineering, JC Bose University of Science & Technology, Faridabad, Haryana-121006, IndiaJournal Article20250211This study aims to develop a model that quantifies the key issues influencing digital integration within the supply chain (SC) as a single numerical value, termed the integrity index. This index value helps organisations in identifying and addressing various SC issues related to digital integration. The model calculates the integrity index by analysing the interactions among different issues involved in digital integration. The graph theoretic approach (GTA) technique is applied to examine the integrity index value by analysing the interactions among different issues involved in digital integration. In GTA, the various issues influencing the digital integration are identified, and a model with the help of a digraph is prepared based on their interdependencies. From this digraph, an adjacency matrix is created, and the permanent function of this matrix is computed to derive the integrity index. The integrity index is evaluated by using GTA in the context of Indian small and medium enterprises (SMEs). By using the GTA framework, the integrity index is also calculated in the best- and the worst-case scenarios. Findings from the study reveal that financial issues are the most influencing ones impacting digital integration, followed by organisational and technological issues, providing key focus areas for improvement.https://ijms.ut.ac.ir/article_104288_80c0313b152b7198ffae518f84dd6af9.pdfUniversity of Tehran PressInterdisciplinary Journal of Management Studies2981-079519320260531Digital Financial Intuition and AI-Driven Marketing: Enhancing Perceived Fairness to Improve Customer Retention in Malaysian Islamic Banks58360710426510.22059/ijms.2025.397480.677731ENMohammed R. M.SalemFaculty of Economics and Management, Universiti Kebangsaan Malaysia, Selangor, MalaysiaJournal Article20250622This study examines how Digital Financial Intuition (DFI) and AI-Driven Personalized Marketing (AIPM) influence Customer Retention (CR) in Islamic banks, with Perceived Fairness (PF) as a mediating construct. Drawing on the Technology Acceptance Model (TAM), which emphasizes ease of use and usefulness, and Equity Theory, which highlights fairness in exchange relationships, the framework integrates usability and ethical evaluation in digital Islamic banking. Data were collected through a cross-sectional survey of 254 users of Islamic digital banking services in Malaysia and analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). Results show that both DFI and AIPM have significant positive effects on CR, directly and indirectly through PF, which acts as a key psychological mechanism linking digital service experiences to loyalty. These findings extend TAM by introducing intuitive cognition and enrich Equity Theory by demonstrating fairness as a mediating driver of behavioural outcomes in AI-mediated services. The integrated framework provides stronger explanatory power for loyalty than conventional trust- or satisfaction-based models. Practically, Islamic banks should prioritize intuitive, inclusive interfaces and transparent personalization to build long-term trust. Policymakers should also adopt fairness audits and algorithmic transparency guidelines to align digital transformation with Malaysia’s Financial Sector Blueprint.https://ijms.ut.ac.ir/article_104265_e6dac21f8f8f9d12655a79e48bbcc907.pdfUniversity of Tehran PressInterdisciplinary Journal of Management Studies2981-079519320260531Systemic and Institutional Failures in Financing Science, Technology, and Innovation: The Case of Iran60962610429810.22059/ijms.2025.397774.677749ENParisaAlizadehDepartment of Science, Technology and Innovation Financing and Economics, National Research Institute for Science Policy (NRISP), Tehran, IranJournal Article20250629This study addresses the necessity of analyzing the ecosystem to identify systemic and institutional failures that hinder its effectiveness and to propose actionable solutions for reform. The research employs a qualitative analysis of national policy documents, development plans, and scholarly literature, complemented by expert validation, to extract, categorize, and interpret the main challenges and policy responses. The findings reveal nine categories: (1) Financial System of Higher Education and Research Institutions, (2) Government's Role in Supporting Strategic Research, (3) Supporting Demand-Driven Research, (4) Diversifying Financial Mechanisms and Tax Incentives, (5) Research Budget of Government Organizations and SOEs, (6) Supporting Financial Institutions, (7) Supporting science, technology, and innovation (STI) Financing through the Capital market, (8) Coordination and Cooperation among STI Financing Bodies, (9) Encouraging Private Sector Investment in R&D. To overcome these barriers, the study suggests various solutions, such as mission-oriented and performance-linked budgeting, expanding financial and legal autonomy for STI actors, activating legal capacities of knowledge-based acts, strengthening the capital market’s role in innovation financing, diversifying financial institutions and instruments, and promoting university–industry–government collaboration. By categorizing both challenges and solutions into systemic and institutional domains, the paper provides policy solutions to reform Iran’s STI financing ecosystem and strengthen its contribution to long-term development goals.https://ijms.ut.ac.ir/article_104298_fb13c439a1457172505341967c75df27.pdfUniversity of Tehran PressInterdisciplinary Journal of Management Studies2981-079519320260531Workforce Competencies for Circular Economy Transitions: Evidence from India’s Waste Sector62765210428610.22059/ijms.2025.397940.677756ENAishwaryaSinghResearch Scholar, Amity Business School, Amity University, Noida, Uttar PradeshJayaYadavProfessor, Amity Business School, Amity University, Noida, Uttar PradeshShaliniSharmaProfessor, GNIOT Institute of Management Studies, Greater Noida, Uttar PradeshJournal Article20250702The transition to a circular economy is essential for addressing environmental challenges and resource scarcity, yet workforce capabilities required for its adoption, particularly in developing economies, remain underexplored. This study examines the role of three key competencies: green skills, systems thinking, and digital literacy in shaping circular economy readiness and the implementation of circular practices in India’s urban waste management sector, a critical context due to high waste generation and resource inefficiencies. Using a novel Skills Framework for Circular Economy Transition, integrating cognitive, interpersonal, intrapersonal, and technological dimensions of workforce competencies, data were collected from 100 professionals in the Delhi National Capital Region. Partial Least Squares Structural Equation Modeling (PLS-SEM) assessed the influence of these competencies on readiness and practice adoption. Results show that green skills have the strongest impact on readiness, followed by systems thinking and digital literacy, with readiness mediating the translation of these competencies into actionable circular practices. These findings provide practical guidance for policymakers, municipal authorities, and educational institutions to strengthen workforce capabilities, accelerate circular practice adoption, and offer a validated framework for future research in emerging economies.https://ijms.ut.ac.ir/article_104286_99b5309b5032534069ce105185c9f516.pdfUniversity of Tehran PressInterdisciplinary Journal of Management Studies2981-079519320260531Understanding the determinants of impulse buying behavior on TikTok shop livestream shopping among Generation Z in Hanoi65366810428710.22059/ijms.2025.386236.677203ENBao NgocLeDepartment of Marketing, Posts and Telecommunication Institute of Technology, Hanoi, VietnamThi MaiLeInternational School, Vietnam National University, Hanoi, VietnamThi HuyenNguyenInternational School, Vietnam National University, Hanoi, VietnamXuan CuongDuongDepartment of E-commerce, Thanglong University, Hanoi, VietnamJournal Article20241207This study investigates the influence of TikTok Shop’s live stream shopping on Generation Z consumers’ impulse buying behavior, integrating the Stimulus-Organism-Response (S-O-R) and Uses and Gratifications (U&G) theories. Using an empirical approach, this study examines three dimensions—entertainment value, informativeness value, and parasocial interaction—and their impacts on trust and attitudes toward live streams. Additionally, this study explores the direct and indirect effects of perceived product scarcity on impulse buying. Findings reveal that entertainment value and parasocial interaction positively shape trust and attitudes, which in turn drive impulse buying. However, informativeness value has no significant effect on trust or attitudes. Perceived product scarcity directly influences impulse buying without mediating effects through trust or attitudes. This research highlights the critical role of entertainment and parasocial engagement in fostering trust and positive attitudes, while scarcity remains a strong direct driver of unplanned purchases. The study contributes to the growing literature on e-commerce, offering practical insights for optimizing live stream content to enhance consumer engagement and sales.https://ijms.ut.ac.ir/article_104287_c2de200e0509e1c292ac09570c464ab8.pdfUniversity of Tehran PressInterdisciplinary Journal of Management Studies2981-079519320260531The Interplay of Consumer Attitudes and Corporate Behavior in Driving Sustainable Consumption66969510428910.22059/ijms.2025.394051.677586ENKhemChandDepartment of Maharishi Markandeshwar Institute of Management, Maharishi Markandeshwar (Deemed to be University) Mullana, Ambala, IndiaSanjayTanejaDepartment of Management Studies, Graphic Era (Deemed to be University), Dehradun, IndiaManjeetMalikIMSAR, MDU, RohtakAmarJohriCollege of Administrative and Financial Sciences, Saudi Electronic University, Dammam, Kingdom of Saudi ArabiaZelhudaShamsuddinFaculty of Business and Management, Universiti Sultan Zainal Abidin, Terengganu, MalaysiaJournal Article20250424This study aims to investigate the relationship between consumer attitudes and perceptions of corporate behavior regarding sustainable consumption. It focuses on understanding the influence of various factors, such as knowledge, consumer social responsibility, and corporate marketing strategies, on sustainable consumer behavior. A sample of 555 responses was collected from consumers in North India. The primary data were analyzed using exploratory factor analysis (EFA), and factors were then employed in Structural Equation Modeling (SEM) to measure the relationships between consumer attitudes, corporate behavior, and sustainable consumption. The study reveals that knowledge and consumer social responsibility have a significant influence on consumer attitudes towards sustainable consumption. Corporate behavior, encompassing marketing strategy and business responsibility, served as a mediating factor between consumer attitude and intention. The results also show that consumer intention has a significant impact on sustainable consumer behavior, with corporate behavior acting as a partial mediator. The study contributes theoretically by integrating key constructs into a single model explaining sustainable consumption. Empirically, it validates seven factors using EFA and SEM on North Indian data, offering region-specific insights for both research and practice. Additionally, future research could explore other potential mediating factors that influence the relationship between consumer attitudes and sustainable consumption behavior.https://ijms.ut.ac.ir/article_104289_51bfa3e467da09306166bcf003801517.pdfUniversity of Tehran PressInterdisciplinary Journal of Management Studies2981-079519320260531Environmental and Financial firm Performance Nexus: Moderating Role of Internal and External Governance Mechanism69771210421810.22059/ijms.2025.397116.677714ENAminaQadeerResearch Institute of Economics and Management, Southwestern University of Finance and Economics, Chengdu, ChinaMuhammadAksarDepartment Management Science, Faculty of Management Sciences, National University of Modern Languages, Rawalpindi, PakistamArshadJavedDepartment of Management Sciences, Preston University Islamabad Campus, PakistanInam UllahKhanMultimedia University, Cyberjaya, MalaysiaRameezaAndleebDepartment of Management Sciences, National University of Computer and Emerging Sciences FAST, Islamabad, PakistanJournal Article20250623In an era marked with growing environmental concerns, this study delves into the nexus between environmental performance and firm performance with the moderating role of governance mechanisms in the non-financial sectors of Brazil, Russia, India, China, and South Africa (BRICS). The research employs a Generalized Method of Moments (GMM) by taking data from 176 companies for 11 years (2012-2022). The findings reveal a significant positive influence of environmental performance on business performance, indicating the importance of sustainable practices in enhancing business outcomes. Furthermore, internal governance has an advantageous influence on the environment and firm performance nexus. External governance mechanisms, encompassing government efficiency, political stability, regulation, rule of law, voice and accountability, and control of corruption, also play a crucial role. While these mechanisms partially increase the association between environmental and company performance, some elements show an unfavourable affinity, highlighting challenges in regulatory frameworks and institutional environments. Such results have ramifications for regulators, firms, and financiers, giving perspectives on the significance of adopting ecological sustainability to business management procedures. By understanding the moderating effects of governance mechanisms, organizations can navigate their challenges and capitalize on opportunities presented by environmental initiatives.https://ijms.ut.ac.ir/article_104218_2db1b9d287199a486baf2075eb140515.pdfUniversity of Tehran PressInterdisciplinary Journal of Management Studies2981-079519320260531A Study on the Implications of AI on Industry 4.0: Digitalisation of Human Resources71373110430510.22059/ijms.2025.392624.677510ENBandaruSirishaDepartment of MBA, KL Business School, Koneru Lakshmaiah Education Foundation, Vaddeswaram Campus, Andhra Pradesh, IndiaV.S. PrasadKandiDepartment of MBA, KL Business School, Koneru Lakshmaiah Education Foundation, Vaddeswaram Campus, Andhra Pradesh, IndiaM.RadhikaRaja Bahadur Venkata Rama Reddy Institute of Technology, Abids, , IndiaJournal Article20250425Robotics innovation, encompassing the Internet of Things and AI, has created vast scenarios in the workplace. Flexibility, precision, and efficiency are some of Industry 4.0's possible advantages. Industry 4.0 deployment calls for several adjustments, encompassing the Human Resources (HR) department. The HR department's skills are crucial in Industry 4.0 and provide an advantage for the company, more caution and flexibility in the HR department's capacity to respond to the necessities and challenges. We explore the role of AI in the digitalization of HR and practices associated with Industry 4.0. A total of 258 HR experts from administration, manufacturing, and information technology (IT) were chosen to take part in this evaluation, which investigated three aspects of HR readiness and five AI applications in HR operations. The collected data were analyzed using the Statistical Package for Social Sciences (SPSS) software along with Analysis of Moment Structures (AMOS). The findings suggested that a key factor in achieving sustainable development is the analysis of hierarchical structures. The five components of AI application areas in HR all improve the abilities and adaptability of human resources. Enhancing safety and well-being was also considered essential for AI integration in HR.https://ijms.ut.ac.ir/article_104305_4c98472d5c031a1ba546923f71ce6e5a.pdf