Communication Research

Providing a Grounded Theory Marketing Model for IRIB in Cyberspace

Document Type : Original Article

Authors

Mohammad Montazer hojjat 1
Yuunes Vakil- Alroaya 2
Ehtesham Rashidi 3

1 Business Management

2 Assistant Prof. in Entrepreneurship Management, Islamic Azad University, Semnan Branch, Iran

3 Assistant Prof. in Media Management, Islamic Azad University, Semnan Branch, Iran

https://doi.org/10.22082/cr.2021.135322.2073
Abstract
Marketing, or the set of institutions, activities, and processes involved in communicating, providing suggestions, is closely related to the national media (IRIB) in the virtual world, creating value for customers in exchange for value. The emergence of new areas in today's communication fields is one of the consequences of rapid changes in the age of communication technologies in which social life experiences has its own requirements and needs. The present study has designed a national media marketing model in cyberspace. The research method was grounded theory and 18 people were selected from experts, professors of IRIB University, and senior managers using purposeful sampling way. After performing the three steps of coding (open, axial, and selective), the results showed that the final model consists of 87 final codes, 6 general categories, 2 subcategories and 29 main concepts. Factors that lead to provide the national media model in cyberspace are: Competitive, process, content, technical, government and policy related, strategic, legal, marketing related, message arrangement, target market, information and communication technology, cyberspace modernization and developments, relational marketing, core beliefs, Competitive intelligence, interactive and competitive environment, legal system, supportability, trust building, marketing-related operations, strategic management, economic activities, social media, competitive advantage; socio-cultural, economic consequences related to marketing implications, and engagement with national media.

Keywords

National Media Marketing
Cyberspace
IRIB
Communications
Grounded Theory Method
Subjects
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  • Receive Date 26 August 2020
  • Revise Date 02 December 2020
  • Accept Date 06 March 2021

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