Designing the Content Pattern of Advertising Messages in the Era of Media Convergence by Exploratory Mixed Method

The purpose of this study was to design a content pattern for advertising messages in the era of media convergence. The research conducted through applied approach and using exploratory mixed method (qualitative-quantitative). The sample size was 44 people for the qualitative part and 200 people for the quantitative part. The samples were selected by purposive sampling method based on the principle of theoretical saturation, and based on structural equation modeling, respectively. The data collection tool in the qualitative part was a semi-structured interview and in the quantitative part was a researcher-made questionnaire. The qualitative data were analyzed using open and closed coding method. Quantitative data were tested through structural equations using SPSS and LISREL software. The findings of the qualitative part identified nine key elements: distribution platform, media tools, media industry, desiring, searching, liking, shopping, love or hate, and sharing with others about the content of advertising messages in the age of media convergence. Finally, a 66-item scale format was presented to the statistical population in quantitative terms. Based on the research findings, it is suggested that national media policy makers and advertisers in the country pay special attention to strengthening the dimensions of the distribution platform and media industries, in order to create a balance in the dimensions of media convergence. It also seems that the managers of advertising centers in the country need to understand the importance of media and technology tools in the era of media convergence and prioritize their advertising activities to improve their performance in persuading  the audience of advertising messages.