Providing a model of media convergence in the way of presenting advertising messages with the approach of attracting the audience Based on data foundation theorizing

Document Type : Tarviji

Authors
arsalan khanzadeh 1
Bahram Alishiri 2
Alireza Ebrahimpour 3
Firoz Dindar Farkosh 4
Seyed Mohsen Banihashemi 5
1 azad university
2 Tehran Jonob
3 Tehran jonob University
4 Tehran Jonob University
5 Tehran jonob Unoversity
Abstract
The purpose of this study is that, today, traditional tools and media such as newspapers, magazines, radio, television and billboards with the old methods alone to deliver advertising messages, do not create much appeal to the audience. Therefore, identifying the components and factors affecting the media convergence model in the way of presenting advertising messages is doubly necessary. The research method of this research is applied and exploratory in terms of purpose. To answer the research questions, both quantitative and qualitative methods have been used. Delphi qualitative data collection method using in-depth interviews; The method of collecting quantitative data is using a questionnaire. The validity of the questionnaire was confirmed by experts and the reliability of the questionnaire was confirmed by calculating Cronbach's alpha. In order to understand the underlying variables of the research model, the "factor analysis" method has been used. To analyze the data and answer the research questions, SPSS and Smart PLS2 exploratory factor analysis (EFA) software have been used. The general results of the research indicate that; The positive relationships and significance of the research variables show that among the four dimensions of the media convergence model, namely media tools, distribution platform, media industries and media priority, the media tools dimension is a high priority in the media convergence model to deliver messages. It has advertisements with the approach of attracting the audience

Keywords

 
- Jiang, H., Tan, H.,Liu, Y., Wan,F.,& Gorsoy,D. (2020)."The Impact of Power on Destination Advertising Effecteveness:The Moderating role of Arousal in Advertising", Annals of Tourism Reserarch, 83,92-102.
- Patric, D. Sophie, V. Ghristion, H. (2018). "Digital Marketing Strategies, Online Reviws and Hotel Performance ", International Journal of Hospitality Mamagement. 72, 47-55.
- Wijaya,B.S. (2012)."The Development of Hierarchy of Effect Model in Advertising", International Reserch Journal of Business Studies.5(1): 73-85.
- Shuai, Z. Juanjuan, L. Xiaochun, N. Yong, Y. Fei – yue, W. (2017). "Research on Social Marketing Strategies With An Agent Propagation Model", IFAC Papers online 50 – 1,13581 – 13586.
- Ali, A. Nripedra, P. R. Yogesh. K. D Red, A. (2017)." Social Media in Marketing: A Review and Analysis of the Existing Literature", Telematices and Informaties (2017) doi: http: // dx. doi. org / 10. 1016 / j.tele. 05. 008.
- Reto, F. Philipp, A. R. Chris, H. (2016). "Elements of Strategic Social Media Marketing: A holistic frame work", Journal of Business Research.
- Richard A.Gershon (2016). "Media Covergence", Oxford Bibligraplis; New York
- Juan, Pablo; Arteri, Munoz (2016). " Media Management", Oxford Bibligraplies, New York.
- Richard A.Gershon (2016). "Media Covergence", Oxford Bibligraplis; New York[126]Reto, F. Philipp, A. R
- Weng, O. laisoon, W. (2016). "Determinants of Mobile Commerce Customer Loyalty in Malaysia", Procidia – social and Behavioral Scincses, 224, 60 – 67.
- Mc Quail, D. (2010)." Mass Communication Theory",London: sage.
- Jenkins, H. (2009). "Confronting the Challenges of Patricipatory Cultural: Media Education For the 2 Lst Century", MIT Press.
- Jenkins, H. and M. Deuze (2008). "Editorial: Convergence Culture, Covergence ",The International Journal of Research into New Media Technologies. Vol.14, No. 1.
- Kung Lucy (2008). "Strategic mamagement in the media: from theory to Practice", SAGE Publication, Chapter 7: 93.
- Kotler, p., Armstrong, G., Saumders, J., Wong, V. Rinkodaros principai, Kaunas. (2003). "Poligrafija ir informatika", p.448
- Jenkins, H. (2006)." Convergence Culture: Where Old and New Media Collide", New York: NYU Press.
- Jenkins, H. (2004)."The Cultural Logic of Media Convergence?", International Journal of Cultural Studies.
- Creswell, J.W. (2007). "Qualitative Inquiry and Research Design,Choosin among five Approaches", 2end Edition. California: SagePublication.
- Strauss, A., & Corbin, J. (2008). "Basics of qualitative research",Translated by Mohammadi, Biok, Tehran: Human Science & CulturalStudies Center Publication(in Persian).
- Johnson, B., & Christensen, L. (2008). "Educational research:Quantitative, qualitative and mixed approaches", 3rd Edition. LosAngeles: Sage Publication.
- Lawson-Borrders, G. (2003)."Integrating New Media and Old Media:Seven observations of Convergence as a Strategy for Best Practices in media organizations",International Journal of media management, Vol.5,No,2.
- Pool, I.D.S. (1983)."Technology of Freedrom", US: Harvard University Press.
 
Society Culture Media
Volume 9, Issue 36
Summer 2020
Pages 55-80

  • Receive Date 20 September 2020
  • Revise Date 22 December 2020
  • Accept Date 29 December 2020