Introduction and Problem Statement:

Digital transformation has brought artificial intelligence into human resource management. "Smart sentiment analysis," as a deep surveillance technology, extracts employees' mental and emotional states from multimodal data. Despite advantages such as improved evaluation, this technology raises unprecedented ethical and legal challenges (privacy violations, human dignity, and algorithmic bias). The main problem is that global frameworks are insufficient for Iran's cultural-religious context. A review of the literature shows that no study has modeled the ethical and cultural requirements for this specific technology within an Iranian big-data organization (e.g., Hamrah-e Aval). The aim is to develop a localized conceptual model to fill this threefold gap.



Research Method:

This fundamental-applied research adopts a qualitative approach using grounded theory (Strauss & Corbin's approach). The research population consists of organizational experts from Hamrah-e Aval and academic specialists. Theoretical sampling will continue until saturation is achieved. Data collection tools are semi-structured in-depth interviews and internal document analysis. Data will be analyzed through three stages of open, axial, and selective coding using MAXQDA software.