Our findings showed that Laughter Yoga is at least as effective as group exercise program in improvement of depression and life satisfaction of elderly depressed women.

Background. Knowledge today is a strategic factor in achieving a sustainable competitive advantage for power in an organization, but merely having knowledge only as an asset does not create value. The sharing and dissemination of knowledge with other members within and outside the organization will provide a space for the creation of new and valuable knowledge assets. Objectives. The aim of this study was to identify and prioritize factors affecting knowledge sharing and dissemination in Iran's ministry of youth and sports. Methods. This study employed the qualitative research method. The study population included all managers, advisers, and experts of the ministry and faculty members informed in the field of knowledge management within the ministry. In the first stage, purposive sampling based on theoretical l approach and 19 semi-structured interviews were conducted. Using coding method seven main factors were detected by MAXQDA software. The next step was to prioritize and interpretive structural modeling and the opinion of eight experts and academic professors was used. Results. After analyzing the data, factors affecting knowledge sharing were put into 5 levels. Leadership factors were placed at the bottom of the model and the individual factors placed at the highest level. Conclusion. The insight that this model offers can help in the success and effectiveness of KM activities in this ministry.

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There are a number of factors affecting consumers' purchase behavior. It is believed that celebrities can affect companies' sale positively or negatively by transferring their image to the endorsed brand product. Regardless of positive effects, scandal, transgression, and any kind of misbehaviors may destroy sponsor companies' economics. The present paper mainly aimed to explore the effect of doping phenomenon on sport marketing. Qualitative data collecting from eighteen in-depth interviews with undergraduate students of the college of physical education and sport sciences of Islamic Azad University-Central Tehran Branch (IAUCTB) were analyzed in three phases: open coding, axial coding, and selective coding. 297 open codes were achieved by 18 interviews. Grouping and comparing axial codes in each case, all identified codes were divided in five groups: brand image (athlete and endorsed product brands images), moral reasoning (moral coupling, moral decoupling, and moral rationalization), consumer behavioral consequences (word of mouth, purchase intention, and brand loyalty), attitude change (attitudes change toward athlete and brand), and moral emotions (moral evaluation, contempt, anger, disgust, and sympathy). The proposed qualitative model for the effect of doping phenomenon on sport marketing in Iran illustrated that moral emotions and product brand image affected by the doped athlete brand image and it resulted in attitudes change toward endorser athlete and endorsed brand and negative consumer behavioral consequences, however, moral reasoning strategies emerged by cognitive dissonance might protect consumers behavior from negative effects.

Background. The consumer of a brand is able to influence brands through the use of social media, and this implies why the active relationship between consumers, brand and brand owners is important In the field of sports, fans as club customers also have the ability to influence the brand, including creating value. Therefore, investigating value creation strategies in brand communities based on the use of social media by the clubs' fans is a tangible necessity. Objectives. The current study is conducted to identify the value creation strategies in members of the brand community of fans in social media. Methods. The research has a qualitative design. At the initial stage, using library studies, important value creation factors were extracted and categorized into four categories related to branding, product, interaction and networking. In the second stage, a qualitative tool was used for coding and interpreting. The research process included the conduction of a semi-structured interview with 15 academic and executive experts of sports marketing and social media. Results. The findings of this study showed that four factors related to the value creation strategy including branding, effectiveness, networking and dynamization were identified regarding the value creation done by fans of professional clubs in social media. Conclusion. The overall conclusion obtained by the experts' point of view in terms of value creation done by fans in social media is that it is necessary to focus on these four areas professionally.

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