Volume 15, Issue 2 (Political researches of the Islamic world, summer 2025)
پژوهشهاي سياسي جهان اسلام 2025, 15(2): 0-0 |
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boujarzadeh M, roshandelarbatani T, soleymani N. Designing and validating a strategic model of users' media consumption in widely used social networks in Iran with an emphasis on political action and shaping public opinion. پژوهشهاي سياسي جهان اسلام 2025; 15 (2)
URL: http://priw.ir/article-1-2029-en.html
URL: http://priw.ir/article-1-2029-en.html
1- Ph.D. Candidate, Department of Media Management, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran.
2- Visiting Professor, Department of Media Management, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran / Professor, Department of Media Management, Faculty of Management, University of Tehran, Iran. (Responsible author) ,arbatani@ut.ac.ir
3- Assistant Professor, Department of Communication Science, Islamic Azad University, Tabriz Branch, Tabriz, Iran
2- Visiting Professor, Department of Media Management, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran / Professor, Department of Media Management, Faculty of Management, University of Tehran, Iran. (Responsible author) ,
3- Assistant Professor, Department of Communication Science, Islamic Azad University, Tabriz Branch, Tabriz, Iran
Abstract: (11 Views)
The expansion of widely used social networks in Iran has made media consumption patterns one of the determining factors in shaping attitudes, political actions, and public opinion. This study aimed to design and validate a strategic model of media consumption in the context of popular social networks in Iran, focusing on the role of these media in political influence, discursive orientation, and public perception management.
Objective: The present article aimed to design and validate a strategic management model of media consumption in widely used social networks in Iran.
Method: The present study was conducted using a mixed method (qualitative-quantitative). In its qualitative part, grounded theory was used, and in the quantitative part, structural equation modeling was used. Based on the research onion model of Saunders (2009), the philosophy of the research is rational, its approach is hybrid, its strategy is grounded theory, mixed selection, the time period is cross-sectional, and the data collection method is library-field. The data and information collection tool for the qualitative part was semi-structured interviews, and for the quantitative part, a researcher-made questionnaire, the validity and reliability of which have been confirmed.
Findings: The results of the study showed that causal variables include internal driving factors in widely used social networks and service development; contextual variables include factors facilitating user behavior, controlling factors, and organizational arrangements; pivotal variables include communication and interaction categories; intervening variables include human factors, specialized factors, and perceptual factors; strategic variables include strengthening human resources, management development, information monitoring and structural development, cultural adaptation, intelligence in the target market, and outcome variables include increased creativity, specialization, and user activation.
Conclusion: According to the findings of the qualitative section (identified codes), confirming the relationship between dimensions and variables and the structural equation model of the research, which was carried out with SmartPLS3 software, it was determined that causal conditions with an acceptable effect coefficient and significance coefficient have the greatest impact on the strategic management of media consumption in widely used social networks in Iran. The GOF, Q2, Rsquare, and Fsquare criteria were calculated for the structural model and measurement models, all of which had acceptable and permissible values.
Objective: The present article aimed to design and validate a strategic management model of media consumption in widely used social networks in Iran.
Method: The present study was conducted using a mixed method (qualitative-quantitative). In its qualitative part, grounded theory was used, and in the quantitative part, structural equation modeling was used. Based on the research onion model of Saunders (2009), the philosophy of the research is rational, its approach is hybrid, its strategy is grounded theory, mixed selection, the time period is cross-sectional, and the data collection method is library-field. The data and information collection tool for the qualitative part was semi-structured interviews, and for the quantitative part, a researcher-made questionnaire, the validity and reliability of which have been confirmed.
Findings: The results of the study showed that causal variables include internal driving factors in widely used social networks and service development; contextual variables include factors facilitating user behavior, controlling factors, and organizational arrangements; pivotal variables include communication and interaction categories; intervening variables include human factors, specialized factors, and perceptual factors; strategic variables include strengthening human resources, management development, information monitoring and structural development, cultural adaptation, intelligence in the target market, and outcome variables include increased creativity, specialization, and user activation.
Conclusion: According to the findings of the qualitative section (identified codes), confirming the relationship between dimensions and variables and the structural equation model of the research, which was carried out with SmartPLS3 software, it was determined that causal conditions with an acceptable effect coefficient and significance coefficient have the greatest impact on the strategic management of media consumption in widely used social networks in Iran. The GOF, Q2, Rsquare, and Fsquare criteria were calculated for the structural model and measurement models, all of which had acceptable and permissible values.
Type of Study: Research |
Subject:
Special
Received: 2025/01/14 | Accepted: 2025/05/24 | Published: 2025/06/22
Received: 2025/01/14 | Accepted: 2025/05/24 | Published: 2025/06/22
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