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Purpose: This research aims to explore the relationship between transformational leadership and organizational commitment. In addition, we intend to study the effect of emotional intelligence, which moderates the relationship of transformational leadership and organizational commitment. Research methodology/design: Insurance experts (214 working in 6 branches of Social Security Organization of Qazvin province completed a measure of EI (Bar-On's self-report Emotional Intelligence Inventory), Multi Factor Questionnaire (MLQ), a measure of transformational leadership, and a questionnaire of organizational commitment. Findings:Correlational and regression analysis revealed that there is a direct and positive relationship between transformational leadership and organizational commitment. Also results show that emotional intelligence moderates the relationship between transformational leadership and organizational commitment.Originality/value: This paper establishes a link between transformational leadership and emotional intelligence. It, also, shows that follower's emotional intelligence moderates that relationship. One of the managerial applications of our result is that effectiveness of transformational leadership depends on follower's EI. It means that managers who have transformational leadership style are effective when their followers are high on EI.

PurposeThe purpose of this paper is to provide some insights regarding the adoption of internet advertising by Iranian small and medium‐sized enterprises. The recent negative trends leading to a lack of competitive advantage in small businesses and the advantages of internet advertising makes it imperative to study various factors affecting this area of marketing.Design/methodology/approachThis study reviewed 59 previous related studies, resulting in a comprehensive theoretical framework which explains the advantages of internet advertising for small to medium‐sized enterprises (SMEs). Via questionnaire, the paper compiles 346 Iranian experts’ opinions in order to test the validity and applicability of variables in Iran. A structural equation model and LISREL software were used to analyze the data.FindingsA total of seven latent variables of internet advertising adoption were examined: advertising agencies, internet publishers, small and middle‐sized enterprises, government role, e‐commerce development and user types. The paper found that these constructs successfully explain internet advertising adoption by incorporating readiness and globalization stages. The small and medium‐sized enterprises were found to be the most significant for explaining internet advertising adoption.Research limitations/implicationsThe sample was restricted to Iranian experts.Originality/valueThis study offers one of the first attempts to build a comprehensive theoretical model explaining internet advertising adoption. Second, this study offers a new scale for internet advertising adoption with higher content validity.

Purpose – The purpose of this study is to verify the factors affecting the use of emotional and rational appeals in online advertising among Muslim customers in Iran. Design/methodology/approach – By reviewing the literature of advertising appeals and developing a comprehensive theoretical model, the effect of rational and emotional appeals on online advertising was examined. Expert questionnaire was administered to verify the validity of collected features. The Student's t-test was utilized to analyze the data collected from 271 participants. Findings – Five latent variables, namely user type, product involvement, e-lifestyle, advertising strategies, and internet motives were examined to explain factors affecting online advertising appeals among Muslim customers in Iran. It was found that “advertising strategies” and “user type” are the most effective factors influencing Muslims customers in developing an online advertising campaign. Research limitations/implications – The sample of this study was Iranian experts and it is necessary to conduct a survey with a larger sample size. Originality/value – This study provides insights into factors affecting the selection of emotional and rational appeals in Muslims countries. Moreover, it reports the primary columns of online advertising appeals.

Online Advertising and Promotion: Modern Technologies for Marketing is a comprehensive source of insight into online advertising, Internet marketing, and Internet advertising strategies. In recent years, the Internet generation has changed our daily lives, as computer and Internet have become a necessity for human beings. More and more companies deliver their products, services, concept of brand, even marketing messages to customers via the Internet or directly interact with them over the Internet. These have mostly resulted in positive influences on advertising, improving consumers' evaluations of advertised products or services.