Journal of Advertising and Sales Management

Journal of Advertising and Sales Management

Explaining the presence of social media in domestic and foreign social networks

Document Type : Excerpt from a doctoral dissertation

Authors
1 Ph.D. student, Department of Media Management, Tehran Science and Research Unit, Islamic Azad University, Tehran, Iran.
2 member of the academic staff of the Media Management Department, Science and Research Unit, Islamic Azad University, Tehran, Iran.
3 Assistant Professor, Iran Institute of Science and Information Technology, Tehran, Iran.
JABM.3.2.15564.3505584
Abstract
The main issue of the research is how much the country's media (press, news agencies, news bases and radio and television) use social networks (Telegram, Instagram, Twitter and Soroush, Yes and Ita) to advance their goals and missions and attract audiences. The research was conducted with the content analysis method and its statistical population included all the country's media, including 11,000 publications, news and news agencies, and 80 radio and television networks. Researcher Exley created 16,800 cells, including 400 selected media and 6 social networks. 7 indicators are included in it. In order to analyze the research data, descriptive and inferential analysis methods were used, and Smart PLS 3 and SPSS25 software were used for data processing. The findings of the research show that news sites and news agencies in Iran pay more attention to social networks than print media and radio and television networks, and the main social media of radio and television networks among all types of domestic and foreign media and social networks is Instagram. In the presented model for the presence of Iranian media and media writers in social networks, there are three basic and important parts: content, network and interaction. The content that is uploaded in social networks and media channels and pages in social networks should be reproduced, redesigned and selected by a professional and expert team and published in different networks and platforms.
Keywords

Subjects