Mohammad Ali Esalati; Nasim Majidi; mohamad dadgaran
Abstract
audience by qualitatively analyzing TV commercials and analyzing the content of in-depth interviews of advertising experts. Multi-method research method includes two methods of qualitative content analysis and in-depth interview. Business messages broadcast in 1998 and 1999 are statistical communities ...
Read More
audience by qualitatively analyzing TV commercials and analyzing the content of in-depth interviews of advertising experts. Multi-method research method includes two methods of qualitative content analysis and in-depth interview. Business messages broadcast in 1998 and 1999 are statistical communities for qualitative analysis. The sample size was 106 teasers. The statistical community for in-depth interviews are business advertising experts. The number of interviews conducted is seven. The method of measurement was the analysis of teasers as available documentsAnd the technique of recording data is obtained from the text, images and sound of advertisements. The method of measurement in interviews is interview analysis and the technique of recording data was reverse questionnaire design. Sampling method in content analysis was random sampling and in-depth interview was snowball method. The results show that TV commercials use 50 general persuasive methods and 58 partial persuasive methods.
manouchehr saber; Hassan Bashir; Nasim Majidi; omid ali masudi
Abstract
. به طور کلی این مطالعه از آن جهت اهمیت مییابد که میتوان به تصور کلی از سبک زندگی زندگی جوانان تهرانی دست یافت و نقش شبکههای اجتماعی مجازی و کارکرد آن به گرایش زندگی ...
Read More
. به طور کلی این مطالعه از آن جهت اهمیت مییابد که میتوان به تصور کلی از سبک زندگی زندگی جوانان تهرانی دست یافت و نقش شبکههای اجتماعی مجازی و کارکرد آن به گرایش زندگی دیجتال به کارشناسان و مسئولان فرهنگی کمک می کند تا از ظرفیت این رسانه برا ی نشر سبک زندگی ایران با جذابیت و تغییرات مطلوب و حفظ ارزش ایرانی استفاده کنند و همچنین بخش پنهان شده و فراموش شده سبک زندگی در جوانان را می توان از این فضا، بازنمایی کرد. از نظریات اجتماعی و نظریه های کنش اجتماعی وبر بهره گرفته شد. در این مطالعه از روش کیفی گرندد تئوری (نظریه داده بنیاد)، و برای گردآوری اطلاعات نیز از روش مطالعات میدانی (مصاحبه نیمه عمیق) و کتابخانه ای/ اسنادی استفاده گردید و جامعه آماری مطالعه حاضر 15 نفر از اساتید و خبرگان رسانه و افراد مطلع هستند که با استفاده از روش نمونه گیری هدفمند انتخاب و با آنها مصاحبه نیمه عمیق انجام گردید تا به اشباع نظری برسیم. با استفاده از تکنیک تحلیلی (اشتراوس و کوربین) مفاهیم به عنوان واحد تحلیل در سطوح متن کل مصاحبه، پاراگراف، عبارت و جملات مورد توجه قرار گرفتند و با تفکیک متن مصاحبه، کدهای باز استخراج شدند.
Elaheh Saeidi; Nassim Majidi Ghahroodi; Aliakbar Farhangi
Abstract
The increasing use of social networks and its effect on communication and interactions has created new opportunities for the use of social networks, particularly Instagram, which these days is a tool for entrepreneurs' interactions, communications and their business growth. Accordingly, the purpose of ...
Read More
The increasing use of social networks and its effect on communication and interactions has created new opportunities for the use of social networks, particularly Instagram, which these days is a tool for entrepreneurs' interactions, communications and their business growth. Accordingly, the purpose of this paper is to present the entrepreneurs' personal branding model in Instagram. This paper has been conducted with a qualitative approach and grounded theory method. In this study, by theoretical and snowball sampling method, 20 entrepreneurs on instagram were interviewed, then the data analyzed and during open coding stage, 1052 basic conceptual statements, and 66 categories of axial coding and 6 main factors of selective coding, were identified. According to the results, the main phenomenon of this research is entrepreneurs' personal branding in Instagram( personal branding positioning, Create a strong brand) which has been affected by causal conditions(income increase, Cultural and Art Factors, Educational Attitude, Brand Performance Improvement), contextual factors(Structural Management, Audience Management, Brand Personality Impact), the intervening factors(inefficiency in branding, economic conditions, legal infrastructure) and through strategies(Branding techniques, identification, differentiation, brand management) lead to 4 outcomes categories(brand association, entrepreneur brand stabilization, business development, brand image) which is helpful not only for researchers but also entrepreneurs.
Mojdeh Mahrokhmoghadam; Nassim Majidi Ghahroodi; Afsaneh Mozaffari
Abstract
Purpose of this study identify affecting factors on intellectual property protection. Also this study try to identify their importance and Ranking. This research has mix method. The statistical population of the qualitative part of the research is consists of experts, authors, lecturers and practitioners ...
Read More
Purpose of this study identify affecting factors on intellectual property protection. Also this study try to identify their importance and Ranking. This research has mix method. The statistical population of the qualitative part of the research is consists of experts, authors, lecturers and practitioners in the field of law, communication and information technology who also have the necessary expertise in the field of intellectual property. Based on the results of the qualitative part of this study, the factors affecting on intellectual property rights in the field of books and publications in cyberspace were identified in several areas. These are: the media, legal, philosophical and technical fields, where the need for appropriate policy-making on intellectual property rights issues is felt in these four areas. The statistical population is the quantitative part of research, authors, publishers and book publishing experts in Tehran. According to the results of the quantitative section of this study, attention to the comparison test of an average community of all dimensions of media, legal, philosophical, and technical policymaking is effective in protecting intellectual property rights. Also according to the Friedman test, respectively, legal policy, philosophical policy, media policy and finally technical policy are important.
