Identify the key factors of strategic media choice in business communication case study: Food industries

Chaghouee, Yahya; Zarei, Behrouz; Farhangi, Ali Akbar; Ashayeri,, Hasan

doi:10.30465/ismc.2021.35116.2349

Document Type : .

Authors

¹ PhD Student in Media Management, Islamic Azad University, Science and Research Branch, Tehran, Iran

² Associate Professor, Faculty of Entrepreneurship, University of Tehran, Iran

³ Professor, Faculty of Management, Tehran University, Tehran. Iran

⁴ Professor, Faculty of Rehabilitation, Iran University of Medical Sciences and Health Services, Tehran

https://doi.org/10.30465/ismc.2021.35116.2349

Abstract

Introduction- Communication channel is one of the most important concerns for the success and performance of business communications and media selection is prominent task for marketing managers. The purpose of this study is to understand the concept of "media selection process" in business communication from the perspective of managers and customers. An extensive review of the main body of literature on media selection and their theories reveals a gap in this area. The gap is that all media choice theories focus on important factors on the one hand of business communication. Also, these theories simultaneously lack in explaining the key factors of media choice in business communication from the perspective of business and customer.
Research methods- this study has presented a comprehensive model for media selection by adopting content analysis method.
Findings- This study reports the results of examining the factors in choosing media in the business environment with a focus on the food industry and using content analysis. Based on these findings, the highest score of strategic factors in media selection is allocated to the variables of exposure coefficient, cost and competitors' behavior, respectively.

Keywords

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Interdisciplinary Studies in Media and Culture

Identify the key factors of strategic media choice in business communication case study: Food industries

References

References

Volume 11, Issue 1 - Serial Number 21
March 2021
Pages 1-18

Identify the key factors of strategic media choice in business communication case study: Food industries

References

References

Volume 11, Issue 1 - Serial Number 21March 2021Pages 1-18

Volume 11, Issue 1 - Serial Number 21
March 2021
Pages 1-18