Communication Research

Developing a Model to Commercialize Iranian Instant Messengers

Document Type : Social Network

Authors

Davood Mo’meni 1
Abbas Asadi 2
Fatemeh Saghafi 3
Taher Roshandel Arbatani 4

1 Media Management

2 Associate Prof. in News and Communication Science, Allameh Tabataba'i Uni.

3 Associate Prof. in Industrial Engineering – System Management and Productivity, Tehran Uni.

4 Full prof. in Media Management, Tehran Uni.

https://doi.org/10.22082/cr.2019.93592.1686
Abstract
Messengers as a new member of the social media family have been widely welcomed by country cyberspace users, so that a high percentage of internet-wide bandwidth is dedicated to these apps. Hence, there would be financial benefits if there are successful local massagers. The purpose of this paper is to study the commercialization strategies of local massagers. For this purpose, the professional and experts’ views in this field were summed up through library studies and reviewing the research literature in the field of commercialization, social networks and messengers, then attempted to provide commercial messaging solutions for Iranians’ in the form of a model using the theme analysis method. The statistical population consisted of virtual space experts and the sampling was judgmental sampling. Three major categories of messengers’ organization, governance system and environment were identified using theme analysis of the interviews, the large-scale management of the messengers’ values, supporting local massagers, trusting and legislating, deserve the most important components of the governance system. Business strategies, organizational culture, business model, financing sources, human resource, and messaging features were also the most prominent components of the characteristics of the messaging organization. The results of the study of the important components of the environment affecting the messengers were also presented.
 

Keywords

Messenger
Social Network
Commercialization
Cyberspace
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  • Receive Date 12 September 2018
  • Revise Date 05 November 2018
  • Accept Date 21 November 2018

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