Management Research in Iran

Abstract Humans are inherently altruistic beings. This innate altruism leads them to forego self-interest for others and engage in charitable giving. Today, as charity and NGO,s are facing a shortages in government support and financial resources, they have been inteseted in using cost-effective marketing methods. This research investigates one of the most affordable charity marketing methods: Fundraising Letters and Campaigns. The study aims to help charities attract more donations by determining the framework of Fundraising texts and their effective elements.
The mixed-methods study conducted in qualitative and quantitative phases. Initially, 26 campaigns from 8 charity websites and 18 letters from 5 charity organizations were examined using Genre Analysis. In the quantitative phase, two charity texts were studied by subjects. Ultimately, 7 moves and 21 steps were identified in the letters, and 8 moves and 17 steps were identified in the charity campaigns.
Furthermore, eye-tracking results revealed that the "Soliciting help " move in charity letters and the "introducing charity" move in campaigns have been indentified as Pont of Gaze; thus they are the most important moves in each text. According to the results, the middle paragraph of charity fundraising texts receive more attention than other parts; therefore, it is recommended that important elements be placed in the middle paragraphs of fundraising texts.

Abstract Shopping in the general sense is ambiguous, it is both work, leisure and entertainment and it is an activity that oscillates between private life and privacy with social dimensions and in the tension between rationality and lust and a pleasant social form with necessary and obligatory activity. The aim of this study is to systematically study the research literature in the field of comparative comparison of shopping motivation studies, identify research gaps and propose suggestions accordingly. To this end, it seeks to answer the question of what are the strengths and weaknesses of existing domestic and foreign scientific articles in the field of shopping motivations in terms of problematics, theory and methodology. The method of this research was a systematic literature review of Latin and Persian articles in the field of studies related to shopping motivations. Articles found in 2001-2020 for Latin articles. By examining the keywords in the databases of this field and based on pre-determined criteria, appropriate articles were selected and analyzed. During the study of the dimensions of the studied articles, it can be stated that lack of attention to problematics, lack of various methodologies, dominance of positivist approach and lack of attention to interpretive paradigms and critical realism, lack of clear theoretical foundations and lack of attention to basic theories and related to the concepts of hedonic and utilitarian shopping motives are very evident. At the end of the research, based on the results of a systematic literature review is presented a model of purchasing motivation.