نشریه بررسی های مدیریت رسانه
سال یکم شماره 3 (پاییز 1401)

Media economic studies consist of theoretical and practical research that has received attention since the end of the 20th century. Primary studies in this field focused on issues such as the supply and demand in the media markets, content production and content distribution by using economic analysis models. And mainstream economics and especially neoclassical economics was a major paradigm that govern the research mentality. Also, the distinctive features of this industry such as distinctive media products and the behavior of audience-customer challenge the mainstream economic theories and models in the media context. The importance of studying people’s behavior has grabbed attention since the beginning of the new century, and economic thinkers tried to provide a clear picture of people’s economic behaviors with inspiration from other scientific fields. As a result, the interdisciplinary field under the name behavioral economics emerged in the late 20th century. The new approach of behavioral economics by using other science like psychology and sociology has been able to provide real analyzes of audience-customer behaviors. Therefore, it has attracted the attention of experts in different branches of human sciences. Berg (2010) by introducing behavioral economics as a new stream in microeconomic studies, states that this new stream is a complement and not a substitute for its previous approaches, and tries to compatible them with reality as much as possible. So, the current study as a pioneer research in media studies tries to open new horizons about the application of behavioral economics in media economics for researchers in media studies with providing a comprehensive view of fundamental assumptions and concepts of behavioral economics compared to previous economics schools.

In order to provide a comprehensive formulation of studies in this field, this research used the methodology of secondary study, including a systematic review. The main sources of this research include all valid research articles indexed in the Web of Science (WOS) as well as reference books published related to behavioral economics from 1990 to 2019. To find the desired resources, the advanced search method of WOS was used in the following way: TS = (behavio$ral_econom*) which in this term (TS) includes the title, abstract, and keywords of all the resources on this website. As a result of searching the resources available in the WOS and based on the method mentioned above, which was done on April 20, 2019; A total of 4509 items were found as a result of this search. Then, in order to achieve the research goals, all of the articles obtained in the source search phase were listed based on the number of citations. Among the sources listed based on the purpose of the research, ten sources with the most citation were selected to extract the required data, which includes 5 books and 5 articles. It should be noted that the reason why books are more popular is the rich and fundamental literature on the concept of behavioral economics that can be found in these sources. After selecting the desired sources based on the subjective criteria appropriate to the research topic, the selected sources were analyzed and the desired data were extracted.

In the search phase, 10 sources with the most citation and well-known authors in the field of behavioral economics were selected. In order to provide a clear picture of behavioral economics, the basic assumptions of this field were compared with the previous schools (neoclassical and institutional economics). The main finding of this research is the identification and presentation of the behavioral economics view of the media in comparison to previous schools. Neoclassical economics, with a completely rational view, believed that media audiences rationally choose media products in order to maximize personal benefits. But the institutional approach believed in institutional effects in the media industry; Institutionalists believe that governments are actively interfering in the allocation of property rights through radio and television. But behaviorists, who are known as late obstacles in this direction, by focusing on the concept of bounded rationality, believe that media market audiences have unstable and sometimes conflicting preferences, and this affects their choices; finally, behavioral economists, focusing on the concept of bounded rationality, believe that media market audiences have unstable and sometimes conflicting preferences, and this affects their choices.

What was presented in this research is presenting a clear picture of the interdisciplinary field of behavioral economics with a focus on its role in media studies. Therefore, current research via the comparative methods tried to present the fundamental assumption and the point of view of behavioral economics to the media industry compared to neoclassical and institutional economics. The findings of this research show that although behavioral economics has been able to pull the direction of economic research towards itself during the last few decades; in the field of media economics, it has somehow been neglected. The authors believe that the emergence of new media such as social media, VODs, computer games as well as increasing media literacy of the audience and their unstable preferences, it has become increasingly difficult to correctly understand the audience's behavior and predict their media consumption pattern, especially in subscription-based media; Therefore, it seems that the analysts of such a market need much more powerful tools in analyzing the audience's behavior; Behavioral economics can be a very effective tool for this task by involving institutions, audience preferences and psychological factors in the analysis of audience-customer behavior This approach can provide a more realistic explanation about the unusual behavior of the audience, the reasons for the failure of media businesses and media migration of the audience, and issues like that. also behavioral economic has provided many research opportunities that can lead to research subjects in the field of audience-customer behavior, audience persuasion, public opinion, business models and co-creation, etc. in different media platforms.

Along with the trends of digitization and globalization, media industries are facing a wide range of new ethical challenges due to their structures and functions. In addition to increasing the income and profits of shareholders, media organizations should act in the direction of public interest and develop social values such as social interactions, employment, public participation, collective awareness, and cultural identity. By understanding their social function and legitimizing their activities, media companies work in the face of a "good corporate citizen" through participation in corporate social responsibility activities.Social responsibility is a sign of the company's interaction with stakeholders, especially when dealing with products that involve the risk of consumer satisfaction and loyalty, which is the situation faced by the Internet service providers industry. The internet service provider industry has evolved to meet the communication and information needs of the digital world, and due to the multitude of stakeholders, there is intense competition between companies. Failure to act under society's expectations has negative consequences on their survival. If an organization violates its obligations to society, its survival will be threatened through the boycott of products and services.Corporate studies about the media and communication industries consider this industry to be one of the most dynamic industries in the world, where attention to the social responsibility of emerging media companies has increased. In this regard, the current research investigates the social responsibility strategies of the world's top internet service providers as media companies. These are known as leading media organizations in the field of social responsibility, and the present study seeks to understand the strategies of these companies in different dimensions of social responsibility.

Literature Review:

The selected research framework for evaluating social responsibility is the CSRH framework. This framework evaluates the social responsibility of organizations and businesses in the four dimensions of society, employees, environment, and governance.

The purpose of the research is to identify the social responsibility strategies of world-renowned Internet service providers based on the dimensions of the CSRHUB framework. The study was conducted using the directed content analysis method, the purpose of which is to expand the concept of the theory. The data was collected using the library method and based on the reports and information provided on the website of the internet service providers or related websites. The sample size of the research includes the top 10 Internet service provider companies, including France Telecom, Vodafone, MTS, Verizon, Turkcell, NTT, Zain, MTN, AT&T, and Singtel. According to the selected research method, structural qualitative coding was used in data analysis; Thus, based on the framework of CSRHUB, corporate social responsibility reports and strategies have been identified and classified in the four areas of governance, environment, employees, and society.

Based on the findings, Internet service provider companies defined various social responsibility strategies in different dimensions of governance, employees, society, and environment, which follow their organizational mission. “France Telecom” shifted the direction of its activities towards start-up collaborations and digital infrastructure development to take advantage of existing capacities to create value and empower stakeholders. In addition, in the governance dimension, privacy policies, transparency, business sustainability, and the development of codes of conduct for digital industries are defined in line with social responsibility. “Vodafone” pursues the vision of “creating communication for a better future”. Empowering women, giving customers access to the mobile phone network, improving skills for young people to prepare for the digital age, and reducing greenhouse gas emissions are Vodafone's most important policies. “MTS” is committed to sustainable development and social responsibility. The company's strategic plans in the field of social responsibility include: improving the quality of digital life and community safety through the development of innovations and providing a wide range of modern technology services and creating conditions for sustainable development in business. "Verizon” prioritizes stakeholder engagement in the process of identifying and prioritizing environmental, social, and corporate governance issues. Empowering society, reducing the harmful effects of activities on the environment, and participating in activities with social benefits, are three approaches of Verizon in fulfilling the role of social responsibilities. “Turkcell” is moving from the “donation and help” strategy to the “joint value creation” approach. Paying attention to asylum seekers, providing non-profit and for-profit services, paying attention to educating young people and preparing them for professional activities in companies, and using social capacities to collect data and develop artificial intelligence capabilities are the corporate social responsibility strategies of Turkcell. “NTT” has set its strategies based on four broad approaches: governance based on ethics and protecting people's rights and accepting diversity of views, providing security for people's information and privacy, protecting the environment, and strengthening society. “Zain” considers himself committed to sustainable development goals and has outlined his socio-economic activities based on six foundations: Creating common value, Promoting social innovation, Facing climate change, Considering all aspects and stakeholders, Implementation of sustainable development programs, and Youth empowerment. “MTN” has defined the axis of its social activities in four areas: "Empowerment of communities through the development of educational services, Health and development of health centers, Development of enterprises and entrepreneurshipو and Local empowerment. “AT&T” has made attention to the environment, society, and diversity of human resources among its priorities. This company has defined many of its social responsibility activities in the direction of training and employing skilled workers. “Singtel” has focused its activities in the area of social responsibility on the empowerment of disabled people, along with the development of environmental activities and the development of academic activities.

The corporate social responsibility of Internet service providers is related to how they try to manage responsibly, design policies, protect the environment, develop their employees, and support programs and projects related to social development in society. The most important principle of social responsibility of internet service providers is creativity and adaptation (localization) of digital services and products to the social, environmental, economic, and cultural conditions of societies. Social responsibility activities of Internet service providers in different countries are followed and implemented in different ways in similar cases. In the definition of social responsibility, companies focus on the core of the business and also pay attention to all internal and external stakeholders according to the principle of inclusiveness of digital services. Finally, research studies related to the social responsibility of media industries are mainly about news organizations and the content dimension in these organizations. Investigating social responsibility in media industries in terms of business sustainability has received less attention from researchers; Thus, there is a need to pay more attention to business ethics along with professional ethics. The current research has investigated the social responsibility of digital media organizations by focusing on business sustainability. An issue that has a great impact on the legitimacy and reputation of internet service providers and has been paid more attention to by managers in recent years. The findings show which social responsibility strategies have been adopted and used by well-known Internet service providers.

Recently, the influence of social media has affected various departments, including public relations in organizations (Alagoy & Brislow, 2016). Social media not only help to provide a large amount of information but also greatly improve the participation and voice of the organization in front of the public (Al-Kandari et al., 2019). Social media provides multiple opportunities for public relations professionals to interact with the public (Curtis et al., 2010). As such, PR professionals must adapt and grow their knowledge and skills to keep up with the evolving digital landscape. However, empirical evidence in public relations is scarce and there is limited understanding of its true value to organizations or the public. According to Sutherland et al. (2020), little research has been done on the successful implementation by public relations of social media for organizations. Most of the insights gathered have been through case studies and industry reports, which are not generalizable to the service sector. On the one hand, the breadth and diversity of the services sector's activities in the economy, along with its contribution to added value and employment, doubles the importance of paying attention to this sector. On the other hand, success in providing services is not possible without the opinion and maximum participation of stakeholders, and public relations in the Tehran Metro Organization, as the largest urban railway organization in the country and one of the most important transportation infrastructures of citizens in the capital, can help transfer policies and programs. The organization should act very effectively with the stakeholders as well as their ideas, thoughts and suggestions to the decision-making institutions in the organization. However, the current structure of public relations in the Tehran Metro organization suffers from problems related to traditional structures, lack of innovation, weakness in creating interaction with members of society in the field of organization services and receiving feedback from the audience to the organization, which has caused public relations despite having The necessary capacities and tools cannot gain a suitable position among their audience. Considering the importance of public relations duties in reflecting organizational problems and providing consistent information outside and inside the organization to the people and officials of the organization and helping to make internal decisions in order to solve problems and improve processes, the weakness in the efficiency of public relations activities leads to the degradation of the organization's position. It is among the general public. Considering the central role of the Tehran Metro Organization in the satisfaction of citizens with urban transportation, and while paying attention to the importance of public relations, it is necessary to clarify the necessity of people's right to access correct, accurate and fast information from each organization, based on a necessity and responding to the needs of the audience. has been created, it seems that creating a public relations model based on the use of social media can be a solution in this field. The current research was conducted to design a pattern of using social media in order to improve the effectiveness of public relations of a service organization with a mixed approach.

This research is applied in terms of purpose and exploratory in nature, which has been analyzed with a mixed (qualitative-quantitative) approach. In the first stage, the qualitative method and in-depth interviews were used to identify the components of the model. In the qualitative section, there are 16 academic experts and senior managers of the Tehran and Suburbs Metro Operation Company who were selected in a targeted manner. In this research, the criteria for selecting samples was having a doctorate in the field of media management, having research experience related to the research field, and executive work experience in the field of public relations. In order to analyze the data of the qualitative part, the theme analysis method was used using MaxQDA software. In order to check the reliability of coding, the test-retest reliability method was also used. Next, to fit the model designed in the qualitative part, a quantitative method with a structural equation modeling approach was used. The participants in this section included the managers and experts of Tehran and Suburbs Metro Operation Company. To determine the sample size, Klein's rule (2005) was used to determine the sample size for the structural equation modeling method. Klein (2005) recommends using 5-10 times each parameter to estimate sample size and describes 200 as an average sample size. Therefore, since there are 30 items in the measurement model, a minimum of 150 samples and a maximum of 300 samples are required. Therefore, according to Cochran's formula, 200 people is a sufficient sample size. The samples were selected by stratified random method. The data collection tool in the quantitative part was a questionnaire based on the findings of the qualitative part, whose validity was confirmed by the content validity method and its reliability was confirmed by Cronbach's alpha method. Quantitative data analysis was done by Lisrel software.

In the qualitative part, based on the analysis of the interviews with the theme analysis method, it was determined that the pattern of using social media in order to improve the effectiveness of the public relations of the service organization includes two main themes of social media capabilities and the promotion of the organization's public relations activities, 5 sub-themes and 30 concepts. The category of social media capabilities includes three sub-themes of media communication, ease of use of social media, social media notification, and promotion of public relations activities of the organization includes two sub-themes of communication in public relations and development of public relations. Based on the qualitative part, the initial model of the research was formed, and in order to fit the model obtained from the qualitative part and analyze the relationships of the model, the structural equation modeling technique was used. In the quantitative part, based on data analysis by structural equation modeling with Lisrel software, it was also determined that there is a significant relationship between the use of social media and the promotion of public relations of service organizations. Finally, the findings of structural equation modeling showed that the designed model has an acceptable fit.

With the increasing development of technology and digitalization, today's audiences have changed a lot compared to the traditional audiences of the past. Accordingly public relations must grow and change along with new media and tools. Tehran Metro Organization, as a public service organization, needs constant accountability and awareness in various fields, including technical defects, accidents and social issues that have occurred in the service environment of this organization. This issue has become more prominent with the increasing demands and information needs of today's audience. According to the results of this research, social media capabilities with the benefit of media communication, information and ease of use can help the public relations of Tehran Metro in realizing this. These capabilities, as a communication bridge and watchdog of the social system, can play an important role in conveying the demands and expectations of the people and expressing the achievements and actions of the service organizations. By relying on the results of this research and using the capacities of social media, public relations managers and policymakers of service organizations can provide a suitable platform for the development and promotion of the effectiveness of public relations activities and improve the performance of the organization on the one hand and the satisfaction and well-being of the society on the other. On the other hand, have a pi. For this purpose, it is suggested that the Tehran Metro Organization and organizations active in the public service sector, by participating in discussions and sharing the current social issues of the society, create stronger communication with the audience. Public service organizations can show their empathy with the audience by addressing social issues along with news and information related to their organization and creating effective communication with them. Also, the Tehran Metro Organization should have an active and responsive presence in the social media space, respond responsibly to the events and issues that occur in the metro environment, and provide information with full transparency on the social media of this organization. In the following, it is suggested that the Tehran Metro Organization, by documenting the activities of the organization by creating news and video content, use the virtual space to present the news of the activities to the contacts and the media. The organization should keep in mind the principle of honesty in the transfer of organizational activities on the social media to gain the trust of the audience.

Values are essential factors in understanding human behavior. Today, to succeed in the markets, consumer values of consumers and their impact on consumer behavior are deemed vital issues. The main purpose of this article is to investigate the effect of hedonistic, eudemonic, and social values on ambiguity, overload, and similarity confusion in advertising.In order to experience hedonic values, it is necessary to satisfy the hedonic need in order for the person to understand the hedonic values personally. Feeling pleasure and avoiding pain is an inherent psychological need that is called hedonic need (Ryan & Desi, 2001).In order to experience the values of self-actualization, it is necessary to satisfy the need for self-actualization so that one can personally understand the values of eudemonic. Dimon showed that individual abilities and eudemonic refer to the conditions of understanding certain capabilities and abilities (Ryan & Deci, 2001).To experience social values, it is necessary to satisfy social needs so that a person can understand social values personally. As social creatures, humans have an instinctive psychological need to feel a sense of belonging to other people and in a social group (Baumeister & Leary, 1995).According to the theory of Turnbull et al. (2000), confusion refers to the consumer's failure to correctly interpret the various features of a product/goods during the information processing stage. Three types of consumer confusion were identified in this research, which are ambiguity confusion, overload confusion, and similarity confusion (Walsh & Hennig-Thurau, 2002). Similarity confusion is defined as a lack of understanding and potential change in consumer choice or incorrect evaluation of the brand that results in the perceived physical similarity of products or services (Mitchell et al., 2004). Similarity confusion can be attributed to significant similarities in brands, quality, attitudes, or functions of some duplicate products (Walsh & Hennig-Thurau, 2002). In addition, similar information and messages from different social media advertisements can lead to similarity confusion (Kent & Allen, 1994). Overload confusion may occur when people's minds are filled with large amounts of information and people can limit a person's ability to accurately process information. A significant increase in decision-making information and options (alternative offers) can lead to great confusion. Ambiguity confusion occurs when people are forced to re-evaluate and revise their current beliefs or assumptions about the shopping environment or product. Unintelligible, conflicting, and complex information about products is the main cause of this type of confusion (Mitchell et al., 2004).

This research is descriptive in nature, practical in terms of purpose, and survey in terms of execution method. The statistical population of the research includes all consumers among the citizens of Yazdi who have been exposed to social media advertisements. The sampling method used in this research includes available random sampling, with the assumption that the statistical population is unlimited. With the help of Cochran's formula, a sample size of 174 people was obtained, in this way, the first sample of 30 people was taken from the community, and based on that, the standard deviation of the sample was calculated (σ=0.673). In this research, a questionnaire was used to collect information. The collected data were analyzed with the help of the structural equation modeling (SEM) method and using PLS and SPSS software. With the Kolmogorov-Smirnov test, we checked the normality of the data, and the result of the test showed that the data were non-normal, that's why we used the PLS method. Examining model fit includes three parts: fitting measurement models, fitting structural models, and fitting the overall model. Examining the fit of the measurement model includes factor loadings, index reliability, convergent validity, and divergent validity.

First hypothesis: hedonic value has a positive and significant effect on ambiguity and confusion in social media advertisements. Considering Table 6, the t-statistic between the variables of hedonic value and ambiguity confusion is 0.639, which is less than 1.96, which indicates that the effect of hedonic value on ambiguity confusion is not significant at the 95% confidence level. This hypothesis is rejected.Second hypothesis: hedonic value has a positive and significant effect on overload confusion in social media advertisements. Considering Table 6, the t-statistic between the variables of hedonic value and overload confusion is 1.102, which is less than 1.96, which indicates that the effect of hedonistic value on overload confusion is not significant at the 95% confidence level. This hypothesis is rejected.Third hypothesis: hedonic value has a positive and significant effect on similarity confusion in social media advertisements. Considering Table 6, the t-statistic between the variables of hedonic value and similarity confusion is 0.425, which is less than 1.96, which indicates that the effect of hedonic value on similarity confusion is not significant at the 95% confidence level and causes this hypothesis to be rejected.fourth hypothesis: eudemonic value has a negative and significant effect on ambiguity and confusion in social media advertising. The t-statistic between the variables of eudemonic value and ambiguity confusion is 2.094, which is more than 1.96, which indicates that theeffect of eudemonic value on ambiguity confusion is significant at the 95% confidence level and confirms this hypothesis. According to the path coefficient of -0.222 in this hypothesis, the eudemonic value negatively affects ambiguity confusion.fifth hypothesis: eudemonic value has a negative and significant effect on overload confusion in social media advertisements. The t-statistic between the variables of eudemonic value and overload confusion is 3.322, which is more than 1.96, which indicates the significance of the effect ofeudemonic value on overload confusion at the 95% confidence level. And it confirms this hypothesis. According to the path coefficient of -0.312 in this hypothesis, the eudemonic value has a negative effect on overload confusion.Sixth hypothesis: eudemonic value has a negative and significant effect on similarity confusion in social media advertisements. The t-statistic between the variables of eudemonic value and similarity confusion is 1.984, which is more than 1.96, which indicates that the effectof eudemonic value on similarityconfusion is significant at the 95% confidence level and confirms this hypothesis. According to the path coefficient of -0.23 in this hypothesis, eudemonic value has a negative effect on similarity confusion.Seventh hypothesis: social value has a positive and significant effect on ambiguity and confusion in social media advertisements. The t-statistic between social value and ambiguity confusion is 0.779, which is lower than 1.96, which indicates that the effect of social value on ambiguity confusion is not significant at the 95% confidence level, and this hypothesis is rejected.eighth hypothesis: social value has a positive and significant effect on overload confusion in social media advertising. The t-statistic between social value and overload confusion is 1.902, which is less than 1.96, which indicates that the effect of social value on overload confusion is not significant at the 95% confidence level and causes this to be rejected. this hypothesis is hypothesized.Ninth hypothesis: social value has a positive and significant effect on similarity confusion in social media advertisements. The t-statistic between social value and similarity confusion is 0.638, which is less than 1.96, which indicates that the effect of social value on similarity confusion is not significant at the 95% confidence level, and this hypothesis is rejected.

In this research, we have considered a model that examines the effect of hedonistic, eudemonic, and social values on ambiguity confusion, overload confusion, and similarity confusion in social media advertisements. After testing the assumptions of the model, we concluded that the hedonic value does not have a significant effect on ambiguity confusion, overload confusion, and similarity confusion in social media advertisements. Social value does not have a significant effect on ambiguity confusion, overload confusion, andsimilarity confusion in social media advertisements. The value of eudemonic has a negative and significant effect on ambiguity confusion, overload confusion, and similarity confusion in social media advertising.While many studies have been conducted on hedonic, eudemonic, and social values and so ambiguity confusion, overload confusion, and similarity confusion, none of them have investigated the relationship of all these variables at the same time and have not been evaluated among consumers and social media advertisements. Therefore, in the present research, an attempt has been made to investigate the effect of hedonistic, eudemonic, and social values on ambiguity confusion, overload confusion, and similarity confusion of consumers in social media advertisements among Yazdi citizens in the framework of a model.Examining the impact of hedonic, eudemonic, and social values on consumers' confusion in social media advertising will help planners and policymakers in the consumer and social media fields reduce consumers' confusion in social media advertising by increasing the value of eudemonic or satisfying eudemonic needs in consumers by inducing a sense of accomplishment, pride, glory, and competence through purchasing goods that give a person a sense of pride.According to the results of the research, in order to reduce confusion, the values of eudemonic should be increased, that is, the eudemonic need should be satisfied. The eudemonic need is satisfied through a sense of personal development, success, and pride, and the satisfaction of progress in achieving one's goal, buying goods that increase one's competency, and buying goods that fulfill one's tasks. The eudemonic need is satisfied through buying goods that give a person a sense of growth and perfection, buying goods that have great success for a person, buying goods that make a person successful in his work, and buying goods that develop a person's talents.

Both public and private media organizations operate in a highly complex and uncertain environment. The advancement of digital technologies and mobile communications has resulted in fundamental changes in this industry, and anticipated developments in communication technologies, digital convergence, stakeholder participation in value production and distribution, new forms of media consumption, and other issues have made the industry's future direction unclear and complicated. In such a situation, senior executives and media policymakers must find ways to forecast the future and devise strategies to address the opportunities and threats that lie ahead. Many experts have emphasized the significance of future research in media management. emphasized strategic thinking in media managers in the sense of seeing the future and understanding the dynamics of the environment, and they saw the idea of the future as the origin of the media organization's actions and thus the drivers of current actions. As a result, managers try to understand not only what is happening, but also what might happen, has the potential to happen, or will happen in certain circumstances in the future. Among the various methods presented to predict the future, such as "valuable" and "exploratory" or "quantitative", "pseudo-quantitative", and "qualitative", one of the less used methods is the "Morphology Analysis," which analyzes and processes existing and future structures using set theory, topology, and random functions (Mozuni and Jonas 2017). This method identifies a vision of future drivers (Prashar, Tortorella and Fogliatto 2022) and analyzes the possibility of occurrence and its effect on the organization using matrix logic (Krauss, et al. 2022, Miklautsch, Hoffelner and Woschank 2022). Despite its solid theoretical foundations, this method's analytical dimensions have yet to be fully developed. As a result, given the importance of this method in future research studies in general, and future research of media organizations in particular, the current study seeks to identify the method's flaws as well as its theoretical and practical development in the media industry.

To analyze the morphology with a network-fuzzy approach, there are eight steps as follows: 1) defining a problem and formulating it; 2) Determining the future drivers of the media industry; 3) drawing a graph of the effects of propellants; 4) extracting the weight vector of the thrusters; 5) Verbal-fuzzy evaluation of the uncertainty of drivers; 6) Multidimensional matrix drawing; 7) evaluation of the outputs, based on the two factors of the place of occurrence and the degree of proximity to the desired goal; 8) A deeper analysis of the possible answers is suggested. The Dematel model was proposed to draw a graph of the effect of propellants, and a matrix was calculated based on the mathematical relationships of the final step of Dematel to extract the weight vector of the propellants (importance factor of the propellants). In this study, a fuzzy number was used to show the linguistic value of the k-th expert, and the fuzzy average operation was used to combine the k-th expert's fuzzy numbers, and finally, the uncertainty of the drivers was calculated as a fuzzy number. In the final section, the multidimensional morphological matrix was developed and mathematically modeled based on the two elliptic fuzzy vectors described in the verbal-fuzzy evaluation and the center of gravity of the propellant in the media industry. According to the obtained model, the weight of the propellant will increase as the decentralization in the verbal-fuzzy evaluation decreases and the distance of the center of gravity of the propellant in the media industry from the origin point of the coordinates increases.

In this section of the study, an attempt was made to present a numerical example based on five media industry drivers based on the opinions of seven experts. The communication matrix between the drivers was extracted first based on verbal concepts, and the fuzzy matrix was calculated next. The calculations yielded L, M, and U values for two vectors a (lack of concentration in importance factor) and b (lack of concentration in event uncertainty). According to the findings, the second driver has the highest level of concentration, while the first driver has the lowest level of concentration. Finally, the value of V or the weight of each propellant was calculated using equation 9. The weight vector obtained shows that propellants 4, 1, 5, and 2 have the greatest amount of weight. The network-phase morphology matrix of media industry drivers can be extracted further in this study using the diagram below.

As stated in the n article, future studies have been proposed as one of the study trends in the media industry due to the increasing complexities of the environment and the rapid changes in the media industry. Future research is conducted using a variety of methods that are classified according to the nature of the data. One of the less introduced qualitative methods is morphology, which evaluates future drivers based on the qualitative judgment of experts based on the two dimensions of "effect on the future" and "probability of occurrence". Because human speech is composed of two parts, mental and objective, verbal evaluation is challenged by degrees of abstraction and concreteness, resulting in ambiguity in the truth of the meaning. Therefore, verbal evaluations, especially in humanities studies, have multiple states of degrees of truth instead of the dual state of truth-untruthfulness. On the other hand, this method is developed based on the mutual relations of the drivers, which is assumed to be linear in the previous studies of this interaction. Based on this, as discussed in the article, future studies have emerged as one of the study trends in the media industry by using fuzzy logic, the possibility of multiple valuations of degrees of truth, and using the Dematel technique, the possibility of network analysis and non-independence in future engines and analysis of morphology. Future research will take the form of various methods that are classified based on the nature of the data. One of the less introduced qualitative methods is morphology, which evaluates future drivers based on the qualitative judgment of experts based on the two dimensions of "effect on the future" and "probability of occurrence". Because human speech consists of two parts, mental and objective, verbal evaluation is confronted with degrees of abstraction and concreteness, causing ambiguity in the truth of the meaning. At the end of the findings, the proposed model is a kind of applied qualitative classification based on two fuzzy vectors "effect on the future" and "probability of occurrence" and the calculation of two variables "lack of concentration" and "center of gravity" in the evaluation and classification of future drivers in the media industry. Following the theoretical development of the morphology matrix's fuzzy-network mathematical relationships, it was simulated in the MATLAB software environment and tested using a numerical example. The morphology of organizational social media was done through discrete valuation and with a nominal scale in Viravali and Viayalakshmi's (2019) article, and the relationship between the dimensions was not considered, nor was the precedence between the studies done. However, in this article, the valuation was done using a fuzzy and continuous distance scale, and because the studied dimensions were not independent, the relationships between them were studied using network logic, and finally, precedence Propellers were obtained by combining the value of two developed morphology vectors. Furthermore, according to the research findings of Prashar et al. (2022), Krauss et al. (2022), and Miklautsch et al. (2022), the morphological analysis method has a high capability in the typology of all kinds of qualitative concepts and rank classification, which is still applicable after the development of the network-fuzzy model. This feature has been preserved for this method. At the end of the findings, the proposed model is a kind of applied qualitative classification based on two fuzzy vectors "effect on the future" and "probability of occurrence" and the calculation of two variables "lack of concentration" and "center of gravity" in the evaluation and classification of future drivers in the media industry.

Nowadays, the increasing growth of technology and the significant impact of the media have led the global towards the use of new and interactive media. One of these media that has started to move towards progress in the world in recent years is video-on-demand services. The activity of these platforms in our country has expanded at a remarkable speed in the past years, and especially during the outbreak of the Coronavirus, it has shown that it can overtake its traditional competitors, such as television and cinema, and even foreign competitors; As the report shows that in 1400, the number of active installations of the Netflix platform by Iranian users is only 10 million users.According to the reports received on the bandwidth consumption of VOD platforms, Alexa rank, application installation statistics and other comparable criteria, "Filimo" has the largest share with about 65% of Iran’s VOD market. The present research aims to identify the business model canvas of streaming media platforms based on the business model of Osterwalder (case study: Filimo).One of the most complete business models that is used more than any other model in the world is Osterwalder’s business model canvas. A business model is a template for developing a model for a new business or registering an existing model used in a business.According to Osterwalder's definition, a business model is a conceptual tool that includes a set of elements and their relationship and shows the company's logic for generating revenue. OSterwalder's business model consists of nine main components, which are: value proposition, customer segments, channels, customer relationships, key resources, key activities, key partnerships, revenue streams, and cost structure.

This research is exploratory in nature, qualitative in terms of measuring method, and practical in terms of purpose. In this research, a non-random snowball sampling method was used. The target community of this research included media elites, experts and managers of new media platforms and experts in the field of media business in streaming media platforms, with 15 of them semi-structured interviews were conducted and the interviews were conducted until theoretical saturation occurred. The method of data analysis in this research was thematic analysis. To ensure the validity of the research findings, the four criteria suggested by Spezial, Strobert and Carpenter (2011) were used. The four criteria include acceptability, reliability, verifiability and transferability.

The results of the research showed that the values proposed by Filimo include qualitative content, the right to choose content, ease of access and suitable user experience. Also, the results showed that the general category of Filimo's audience included children, youth and teenagers, adults and the general public. Advertising is the main distribution channel of Filmo. Filimo's distribution channels include the website, word-of-mouth advertising, billboards, SMS advertising and social networks. Another result of the research was that from the point of view of the participants in the research, the strength of Filimo's relationship with its users through the production of content tailored to the customer, extensive advertising, good communication with the customer, and even the audience's participation in content creation and organic support from the Aparat platform. is guaranteed; But the weakness of Filimo's relationship with its customers is due to the lack of a systematic feedback system. Also, the results showed that Filimo has several general key activities, including the development of technical and human infrastructure, quality content production, marketing and advertising, and the pursuit of intellectual property.

Filimo's key resources include financial and human resources, equipment and infrastructure, audiences, content and advertising. Filimo's key partners include directors and producers, film and series production companies, telecommunication and internet companies and other institutions. Filimo's cost structure includes content production and purchase, human resources, support and infrastructure, and marketing. Filimo has several revenue streams including subscriptions, advertising and sponsorships. Also, other general factors affecting the success of Filimo are strong network, intelligence and timing, social concerns and previous successful experience.The characteristics of the ecosystem in which Filimo is present include decentralization, interconnectedness, competition and cooperation, providing complementary products and regulation by the regulatory body. Other factors of Filimo stability include the basic productivity of Filimo, the ability to survive against internal or external shocks, providing a competitive advantage from various sources and the ability to change during environmental changes, the ability to create pristine corner spots, and finally, changing the attitude of the defensive mode to the active.