Meta-analysis of media relations studies and consumerism in Iran (with emphasis on the moderating variable of social groups)

Today, with the advancement in the field of communication technology, dramatic changes have taken place in the biocultural and social life of societies. Based on this, various studies and researches on media and consumerism have been conducted in Iran. The purpose of this study is to study the relationship between media and consumerism in Iran. This research uses meta-analysis approach and CMA2 software to review the research conducted in the field of media and consumerism during the years 2009-2019. From 94 researches in the field of consumerism, based on the results and findings, 17 researches were selected for analysis. The findings showed that the size of the effect of media on consumerism is equal to 0.307, which according to Cohen's interpretive system, this amount is considered a moderate effect. Also in this study, social groups and research locations were identified as moderating variables. According to research results among social groups, the media has a greater impact on citizens than other social groups on consumerism. Also, the influence of the media on the cities has been more than the people of Tehran in consumerism.