نشریه بررسی های مدیریت رسانه
سال یکم شماره 4 (زمستان 1401)

Using the Internet and its developing facilities has become intertwined with people's lives so that many things are done only through this space. Data storage on different servers is another aspect of using the Internet and social media, which requires building trust between internet users and implementing data protection policies. This paper investigates the influential factors in data protection regarding social media's trustworthiness for users.

The participants consisted of 27 cyberspace and social media experts, who were selected through judgmental and snowball sampling. The method of data analysis is Grounded Theory with Clark's situational analysis approach. In this method, all data is obtained from coding interviews with media industry professionals.

The components of data protection in social media and human/non-human factors of data protection affecting the trust of social media users were identified. As a result of code analysis, social media will be able to take this path with the support of the technical and hardware components. Poor quality and usability, access of the information and security institutions of the Islamic Republic of Iran to users' data, unequal marketing of Iranian social media platforms in comparison with international peers, and monopolization of Iranian social media through extensive governmental filtering of some international social media platforms are some of the crucial factors that have led society to distrust social media. This study has identified the factors affecting data protection on the trust of social media users with the grounded theory approach, which is innovative in terms of method.Undoubtedly, studying different aspects of social media extension has been got vital. One of these aspects which recently has been highlighted in social studies is user personal data protection. Social media platforms request their users to create a profile at first and this would result in sharing personal information. Users give data usage permission to social media companies voluntarily to communicate with others worldwide. Although social media expansion has developed social communications, it can put users in danger. Considering the previous studies, no research was found about recognizing the effective elements of users’ trust, and problems regarding user rights protection. Furthermore, identifying the elements is useful for creating a new social media or understanding the cause of the prevalence of a particular social platform among users in comparison with others. In this research, we are evaluating the data protection policies in social media to gain an in-depth understanding of the reasons behind trusting social networks. The research results can contribute to the research literature in the field of trust in social networks.According to studies, there are several key suggestions for active players in the field of social media. First, the social media managers are recommended to pay special attention to enhancing the quality and performance of these networks, regularly developing and updating the server’s security, and providing proper support for a significant amount of registration. Second, several interviews have pointed out the creativity in national social networks’ terms of service along with equal marketing opportunities and preventing monopolization. Social media managers are recommended to focus their efforts on creativity, updating their knowledge, and creating equal marketing opportunities. Finally, some of the participants stated that the clarity of the amount of access of social networks to users’ data and building mental trust regarding the data protection in these networks are among the other important factors that social media managers must consider.

In this research, some other factors related to the components of protection of social media users also human and non-human factors that affect social media users' trust were identified using grounded theory and Clarke's approach. If social media management takes steps to develop secure servers, it can create operational assurance for users to ensure the protection of servers. The ease of use and desirable quality of social media can automatically increase the trust and acceptance of users towards that media.The key factors decreasing the trust in Iranian social media can be blamed on the lack of desirable quality, user-unfriendliness, and access of Iranian government security agency to users ' data and unfair marketing of Iranian social media with extensive filtering of some foreign social media. Creating trust for users in a society is a long-term process and requires practical persuasion with diverse methods. One of the consequences of selling user data for advertising is the lack of faithful representation of information by the user that it can disrupt the full and accurate protection of data and support and counter criminal action. The universality of social media and global trust is the other component of data protection. that is, on the one hand, when social media is global or pervasive in society, and the trusted people of the community and the celebrities are social media members, the possibility of data protection is reinforced increase in their minds and make it possible to select that social media. On the other hand, creating a framework by the user to limit access to personal data, the relationship between user trust and the amount of data value, and the type of social media usage of data and authorization to use user’s data affect their trust. Whatever the extent to which the number of users in social media is greater; causes more value, then acceptance by other people will be easier. Whether which social media belongs to which country as owned, and where it is managed, is an indication of who has access to users' data or at least has easier access. For this reason, users have less willingness to use some social networks that increase their concern over stakeholders about accessing their data.

Attention to creativity is always the concern of managers as it affects the performance of employees in the organization. The influence of social media has made it possible for users to communicate with others regardless of time and place, thus blurring the line between their work and life. On the other hand, excessive use of smartphones and social media has significant negative consequences for employee well-being and productivity. For example, exhaustion, absenteeism, distraction, and information overload, stress, reduced attention and concentration, and weakened decision-making ability can be seen as consequences of excessive use of social media. Paying attention to the phenomenon of using social media is very important for organizations. Past studies have identified various positive and negative aspects in this case. It has been emphasized in some articles, employees and managers should understand the dark side of this phenomenon and employees are suggested to adjust their behavior to avoid negative performance consequences. And also one of the positive aspects of using social media is that it can positively affect the relationships and performance of employees, and the rational and planned use of social media can even improve the creativity and performance of employees. Therefore, more research in this field is necessary to clarify these positive and negative aspects. In previous research studies, the impact of social media on motivation, well-being, stress, etc. has been explored, but there is not much research to investigate the effect of social media on creativity and job performance. The purpose of this research is to study and investigate the effect of using social media in the workplace on the creativity of employees and their job performance.

In terms of the objective, this is applied research and the studied population included all the employees of Iran Telecommunication Company. A standard questionnaire with 21 items was used to measure the variables. In this research, data has been collected by field method. In this research, due to the fact that the structural equation technique is used for data analysis, the formula 5q≤n≤15q is used to determine the sample size. Using the available sampling method, 218 questionnaires were finally analyzed. Structural equation modeling was used to examine the relationships between the components of the model.Lisrel software was used to analyze the hypotheses.  After adjusting the indicators of each variable in the questionnaire, the questions have been valued using a 5-point Likert scale. To check the validity of the research questionnaire, the validity of the questionnaire has been checked and confirmed by asking experts. In general, in order to measure the validity of the research questionnaire, At first, the initial questionnaire was presented to the experts, and then their corrective comments were applied, and the final questionnaire was prepared for distribution on a wider scale. In this research, Cronbach's alpha test was used to check reliability. In this research, in order to measure reliability in the early stages of the research, information was collected from 30 questionnaires, then SPSS software was used to determine the reliability, and the Cronbach's alpha coefficient obtained for the questions of each variable was more than 0.7; Therefore, the research questionnaire has sufficient validity.

The current research was conducted with the aim of studying and investigating the effect of using social media in the workplace on creativity and job performance. In this research, seven hypotheses were studied and investigated. The findings indicate that social use of social media at work, cognitive use of social media at work, and pleasure-seeking use have a positive relationship with employees' creativity. Employees' creativity also has a positive relationship with employees' job performance. Also, employees' creativity plays a mediating role in the relationship between the use of social media at work and employees' job performance. The formation of creative ideas and innovation happens due to continuous interaction with the environment; Therefore, social networks enable companies to exchange information, problem-solving ideas, identify new opportunities, and find new markets. This study also empirically proves that the more logical and proportionate use of social networks and knowledge sharing, the higher the creativity will be; Therefore, organizations that implement knowledge sharing through social media can be more successful in creativity. In today's era, the competitive advantage of an organization relies on the knowledge of the organization, the method of knowledge application, the speed and degree of adaptation of knowledge to the changing environment, and the speed of acquiring new knowledge. Effective and practical use of social media platforms allows them to gain more benefits as well as better performance; Because by sharing knowledge and information, they eliminate repetitive ideas and promote new ways of thinking in solving problems and issues.

In this research, an attempt was made to investigate the relationship between the dimensions of social media use, creativity, and job performance. The dimensions of social media use (pleasure, cognitive, social) were used in the workplace instead of the general concept of social media. The findings showed that all three dimensions of social media uses have an impact on employees' creativity. Therefore, it is necessary to use social media in organizations, especially in work environments where creativity and innovation are very important.  It is necessary to monitor and apply policies that reduce its negative effects because some studies have also pointed out the negative aspects of using social media. Therefore, in future research, it is necessary to address this important issue of how to use social media optimally. Also, because today there are various domestic and foreign social media, it is very important to present the typology of the use of these media and the advantages and disadvantages of each of them for the use of employees. This research fills the research gap between social media dimensions and employee creativity and performance to some extent and helps to enrich the literature in this field. It is suggested that managers consider monitoring and supporting policies to help employees manage personal and work relationships during work hours.

Today's social media and social networking sites (SNS) have had a significant impact on how people receive information and news. A recent report from the Pew Research Center shows that most adults in the United States rely heavily on social media for news, and that number has been increasing in recent years. These new sources of information also mean that people are now exposed to a large number of commercials on a daily basis, most of which are embedded in social networks. In the meantime, we are facing the phenomenon of social influence. Social influence is a concept that includes a wide range of phenomena such as socialization, obedience, compliance, conformity and persuasion. This concept refers to the process of changing opinions, attitudes and behaviors as a result of interacting with people around us. Currently, a large part of social interactions takes place in online environments where social influence processes occur. The convergence of collective and interpersonal communication, which is characteristic of online communication and especially social media, helps to increase the complexity of social influence processes. Technological capabilities have dramatically changed the traditional communication approach in terms of message control, audience scale, source ambiguity, receiver ambiguity, and temporal ambiguity, and as a result, have affected the process of social influence. In addition, today, the emergence and popularity of social networks has led to a change in consumers' media consumption and the means of communication between customers and brands have undergone fundamental changes. Currently, many brands, including retail brands and consumer goods, clothing, tourism, beauty products, etc., use different social media platforms, and many of them have added social media to their marketing strategies. Social media are considered to be an effective way to attract new customers and retain customers, because they rely on the users’ generated data, which are considered more reliable than the content available on the official websites of companies. These social networks are able to create real connections between users and brands, which has a positive effect on the performance results of brands. The ability to use these social networks in marketing actions has made them one of the research priorities of the marketing field. Among the most popular social network platforms is Instagram, which has the fastest growing number of users among social networks. This social network has succeeded in attracting the attention of social network users by continuously providing new and attractive features. One of Instagram's recent actions has been providing special capabilities for businesses so that these businesses can easily use this social network to achieve their business goals.Social media influencers act as digital opinion leaders, observers, and strategic communication actors on various social media platforms such as Instagram, YouTube, Twitter, and TikTok. Influencers' embedded advertising messages are often seen as honest opinions, so they are highly persuasive. In addition, influencers and their groups of followers are involved in a mediated relationship, and there is evidence that the quality of this relationship affects the effectiveness of influencers' advertising messages. Horton and Wohl have called this relationship a para-social relationship, which is intended to be an illusory close relationship between the audience and the media personality. Given the significance of influencer marketing, and the diffused knowledge in the body of literature, this study attempts to take a comprehensive look at the agents influencing the para-social relationships process to enhance the effectiveness of influencer marketing on social media. With the help of the Bibliometrix® package of R and VOSviewer software, the science performance and the scientific network were discussed and mapped. By showing four main clusters in the co-citation analysis, theories, contexts, and main constructs of the field were identified, and by co-occurrence analysis, the recent trends were identified, which all eventually presented in the conceptual framework. The most common antecedents and consequences of influencer marketing were presented together with contexts.

Bibliometric systematic review has been applied to identify and analyze thematic trends in para-social relationships and influencer marketing scopes. Bibliometric analysis is a specific scientific field that examines the evolution of knowledge, scientific quality, and the impact of resources in this field from an objective and quantitative perspective. The bibliometric method generally has two main parts: (1) performance analysis and (2) intellectual mapping of science. In the section on performance analysis, the actions of authors, countries, and scientific institutes and their contribution to scientific development in a field are inquired, while knowledge maps are used to recognize the intellectual structure of a field and examine time trends and current issues in each period.

By using co-citation analysis, not only the most influential publications are identified, but also researchers can find thematic clusters. Here, thematic clusters were extracted based on the mentioned publications. With at least 15 Citations, total number of 13258 cited references was considered which results in 84 items (34 in cluster 1, 19 in cluster 2, 16 in cluster3, 15 in cluster 4), 4 clusters, 3388 links and total links strength 18086. In the performance analysis section, the most-cited countries, authors, and articles were identified. The United States, China, and Germany were the most prominent countries in this field. In the co-citation analysis, four main clusters were identified and the main constructs of each cluster were drawn out along with substantial theories, contexts, and methods. With the help of these constructs, the antecedents and consequences of the influencer marketing process were presented. Co-occurrence analysis considered new trends in this field that help to complete the framework.

Based on the ADO-TCM framework, five important antecedents of the influencer marketing process were introduced: influencers’ characteristics, audience characteristics, social media characteristics, content characteristics, and para-social relationships characteristics. Creating and developing para-social relationships is the most important behavioral decision and increasing the effectiveness of influencer marketing is the most important output of the influencer marketing process. Finally, culture and artificial intelligence were introduced as important contexts to facilitate this process that was not seen in the literature. So, the current literature has the ability to develop and grow, at least from a theoretical perspective, because the lack of a comprehensive framework that does not focus on only one element or part of the process and identifies various influential factors of influencer marketing is felt.

Attention to creativity is always the concern of managers as it affects the performance of employees in the organization. The influence of social media has made it possible for users to communicate with others regardless of time and place, thus blurring the line between their work and life. On the other hand, excessive use of smartphones and social media has significant negative consequences for employee well-being and productivity. For example, exhaustion, absenteeism, distraction, and information overload, stress, reduced attention and concentration, and weakened decision-making ability can be seen as consequences of excessive use of social media. Paying attention to the phenomenon of using social media is very important for organizations. Past studies have identified various positive and negative aspects in this case. It has been emphasized in some articles, employees and managers should understand the dark side of this phenomenon and employees are suggested to adjust their behavior to avoid negative performance consequences. And also one of the positive aspects of using social media is that it can positively affect the relationships and performance of employees, and the rational and planned use of social media can even improve the creativity and performance of employees. Therefore, more research in this field is necessary to clarify these positive and negative aspects. In previous research studies, the impact of social media on motivation, well-being, stress, etc. has been explored, but there is not much research to investigate the effect of social media on creativity and job performance. The purpose of this research is to study and investigate the effect of using social media in the workplace on the creativity of employees and their job performance. 

In terms of the objective, this is applied research and the studied population included all the employees of Iran Telecommunication Company. A standard questionnaire with 21 items was used to measure the variables. In this research, data has been collected by field method. In this research, due to the fact that the structural equation technique is used for data analysis, the formula 5q≤n≤15q is used to determine the sample size. Using the available sampling method, 218 questionnaires were finally analyzed. Structural equation modeling was used to examine the relationships between the components of the model.Lisrel software was used to analyze the hypotheses.  After adjusting the indicators of each variable in the questionnaire, the questions have been valued using a 5-point Likert scale. To check the validity of the research questionnaire, the validity of the questionnaire has been checked and confirmed by asking experts. In general, in order to measure the validity of the research questionnaire, At first, the initial questionnaire was presented to the experts, and then their corrective comments were applied, and the final questionnaire was prepared for distribution on a wider scale. In this research, Cronbach's alpha test was used to check reliability. In this research, in order to measure reliability in the early stages of the research, information was collected from 30 questionnaires, then SPSS software was used to determine the reliability, and the Cronbach's alpha coefficient obtained for the questions of each variable was more than 0.7; Therefore, the research questionnaire has sufficient validity.

The current research was conducted with the aim of studying and investigating the effect of using social media in the workplace on creativity and job performance. In this research, seven hypotheses were studied and investigated. The findings indicate that social use of social media at work, cognitive use of social media at work, and pleasure-seeking use have a positive relationship with employees' creativity. Employees' creativity also has a positive relationship with employees' job performance. Also, employees' creativity plays a mediating role in the relationship between the use of social media at work and employees' job performance. The formation of creative ideas and innovation happens due to continuous interaction with the environment; Therefore, social networks enable companies to exchange information, problem-solving ideas, identify new opportunities, and find new markets. This study also empirically proves that the more logical and proportionate use of social networks and knowledge sharing, the higher the creativity will be; Therefore, organizations that implement knowledge sharing through social media can be more successful in creativity. In today's era, the competitive advantage of an organization relies on the knowledge of the organization, the method of knowledge application, the speed and degree of adaptation of knowledge to the changing environment, and the speed of acquiring new knowledge. Effective and practical use of social media platforms allows them to gain more benefits as well as better performance; Because by sharing knowledge and information, they eliminate repetitive ideas and promote new ways of thinking in solving problems and issues.

In this research, an attempt was made to investigate the relationship between the dimensions of social media use, creativity, and job performance. The dimensions of social media use (pleasure, cognitive, social) were used in the workplace instead of the general concept of social media. The findings showed that all three dimensions of social media uses have an impact on employees' creativity. Therefore, it is necessary to use social media in organizations, especially in work environments where creativity and innovation are very important.  It is necessary to monitor and apply policies that reduce its negative effects because some studies have also pointed out the negative aspects of using social media. Therefore, in future research, it is necessary to address this important issue of how to use social media optimally. Also, because today there are various domestic and foreign social media, it is very important to present the typology of the use of these media and the advantages and disadvantages of each of them for the use of employees. This research fills the research gap between social media dimensions and employee creativity and performance to some extent and helps to enrich the literature in this field. It is suggested that managers consider monitoring and supporting policies to help employees manage personal and work relationships during work hours.

Tourism is a social phenomenon. Every social phenomenon, whether it is positive and useful or harmful, needs a suitable and sufficient foundation for its appearance in society. Tourism as a lucrative industry has enjoyed such an important position in the current world situation due to the development of communication technology and the formulation of work and safety laws. Although the conditions are different in different regions of the world. But the tourism industry has always been a factor in the development of the economic situation. Also, this industry can cause economic and social changes. According to their capabilities, the media play an important role in creating the context for the expansion or stagnation of activities related to the tourism sector. With precise and controlled planning, the media can shape the thoughts of the people of a society and direct their behavior as desired, and expand their desired point of view. Radio, television, publications and the Internet, and social media are indirect means of communication that have the power of direction, application of taste, mentality and can appear very efficient in the field of tourism. Visualization, needs assessment and persuasion, awareness, effective communication and use of new technology in the field of media have placed many countries among the worst tourist attraction destinations in the world. Also, according to their capabilities, the media play an important role in creating the context for the expansion or stagnation of tourism-related activities. In sports tourism, social media is also used for marketing and attracting fans; therefore, the aim is to identify the impact of social media on the increase of fan tourism in the Tehran Enghelab Club.

In terms of practical purpose and terms of data collection, the current research is a descriptive-correlation type of research. The statistical population of the research includes domestic sports tourists who traveled to Tehran's Sports Cultural Complex in the spring of 2021. This complex is a place with special features that attract different tourists. This stadium has an area of ​​one million square meters, more than half of which is green space and the other half is various indoor and outdoor sports spaces. Also, Inglaeb Family Sports Complex has created the most complete facilities in the fields of golf, tennis, squash, volleyball, basketball, football, swimming, sauna, bodybuilding, martial arts, fishing, and car riding (karting) for members and their families. In this research, the available sampling method was used. To determine the sample size and due to the unavailability of the standard deviation of the population, first, a sample of 30 people was taken from the population and the said questionnaire was distributed among them. According to the assumption that the statistical population is limited and based on the following relationship, the number of samples required at the confidence level of 95%, Accuracy of 0.1, and variance of 0.62 were determined to be 240 people. A 5-point Likert scale (1- completely disagree, 2- disagree, 3- no opinion, 4- agree and 5- completely agree) has been used to measure the variables of the conceptual model. To ensure the accuracy and correctness of the research results, the technical characteristics of the questionnaire were evaluated in two sections, validity and reliability, using different criteria. In this research, construct and content validity were used to check the validity of the questionnaire. Cronbach's alpha coefficient was used to evaluate the reliability of the research variable measurement tool. Also, considering that Cronbach's alpha of all variables was higher than 0.70 and the overall alpha of the questionnaire was calculated as 0.87, it can be concluded that the research tool used has a good level of reliability.

 This research has investigated the relationships between variables by using SmartPLS3 software and structural equation modeling. This method is a statistical model to investigate the relationship between latent variables and manifest variables. To check the fit of the model in three levels of measurement, structural and general, several criteria are used to check the fit of the structural model of the research using the partial least-squares method, which is the first and most basic criterion of significant coefficients or t-statistic values. The fit of the structural model using t coefficients is such that these coefficients must be greater than 1.96 to confirm their significance at the 95% confidence level. The second criterion for checking the fit of the structural model in research is that R2 coefficients related to the hidden variables are endogenous to the model. R2 is a measure that shows the influence of exogenous variables on an endogenous variable and three values ​​of 0.19, 0.33, and 0.67 are considered for weak, medium, and strong values ​​of R2, and in this research both measures are higher than 67. 0 (criterion of strong values), so the structural model has a strong fit from the point of view of this criterion. The Q2 criterion in the current research is for sports tourism (0.704) and the maturity of fans (0.544), which shows the high and acceptable fit of the structural model of the research. The value obtained is 0.799 for GOF fit. The overall research model is very appropriate and approved. The value of 3.792 obtained in the Sobel test, which is higher than the base value of 1.96, indicates the mediating role of the fans' maturity structure. The VAF statistic shows that the mediating intensity of fans' maturity is equal to 0.294, which means that the mediating effect is partial. Based on the results, the fit of the presented model is confirmed in the measurement and structure sections. Finally, to measure the main hypothesis, five sub-hypotheses have been used, and the t-coefficient corresponding to the five existing relationships has been confirmed. Therefore, it can be said with 95% certainty that social media has a positive and significant effect on the increase of sports tourism by mediating the maturity of fans in Tehran's Enghelab Sports Club in these five directions.

According to the main goal of the research, which is the effect of social media on sports tourism through the mediation of the maturity of the fans, all the sub-hypotheses of the research were confirmed, for this reason, it can be said that tourism as an economic sector, according to the type The tourism place and region takes different forms. On the other hand, sports are the most common motivating factor for tourists. Therefore, sports can attract many tourists; Therefore, events that include sports are considered a type of attraction and act as a factor that attracts tourism to the destination city or country. Also, the business of sports and industrial tourism is a combination and it is so profitable that all countries, regions, and organizations in charge of sports and the sports fields themselves also benefit from it. For this reason, researchers believe that social media can increase the participation of sports tourists by creating interest and motivation in tourists in different regions. In this regard, it can be stated that for the first step, which is the recognition of needs, social media can stimulate new ideas or influence the process of changing a need to a specific desire. Finally, it can be said that the interaction between the media and tourism provides opportunities to gain deep knowledge about the consumption patterns of tourists, which inevitably shapes the way and mechanism of producing various goods and services to attract them as much as possible. As a result, tourism media is a field of study that may significantly increase our awareness of tourism processes and functions. The media can investigate the travel motivations of sports tourists in different ways. Those involved in the field of sports tourism should know the main motivations of the trips by surveying different media and preparing a program or publishing an article about the known factors. Also, new media introduce new facilities and provide new opportunities and challenges for regions in the tourism sector. In other words, the philosophy of social media is the speed of spreading information around the world with active users who have the opportunity to exchange or share an opinion, a thought, a message, etc.; For this reason, it is suggested to post image and video emails related to the team on the team's dedicated site; Because this information is more durable and fans of the team can make copies of images and video files in their personal archives on social media and share them with their friends at the right time. In this regard, tourism planners and sports teams should monitor the conversations and information about their brand on social media. Also, policymakers and researchers should pay more attention to youth tourism and try to meet their needs in the web space. Attention should be paid to the needs of visitors, including creating a personal approach and establishing intelligent, creative, and interactive communication that includes empathy and emotions. The tourism industry should consider the attitudes of sports fans regarding social media and find a popular approach to providing information on social media.

Communication is the most important factor affecting the knowledge and understanding of the members of a society about surrounding events, and the media and social networks are the most important sources of information for the members of a society. The media has various effects and is the most important tool for people to get information and to know about the surrounding conditions. It has a high penetration and impact factor. Media interventions are defined as organized and targeted activities that use different media channels to inform, persuade or motivate the population. Owners of mass media, including visual and digital media as well as any kind of other media are effective in the field of cultural and value advertising with their advertising model. For this reason, attracting audience based on the media is an important issue in the future of every country, nation and organization, and considering that the penetration rate of western social media is increasing day by day, there is a need for effective policy making by organizations. In order to attract the audience, media is a very important and fundamental issue, and in this regard, the present study was aimed to assess the efficient policy making process of media organizations in order to attract the audience.

This is a mixed exploratory study. Grounded theory method was used in order to identify the main themes that influence the efficient policy making process of media organizations aiming to attract the audience. In the next part, based on the structural equation model, the effect and relationships were analyzed. For the qualitative section, the study population included the experts in the field of media, university informants, and people working in this field. They were selected according to their expertise, teaching and work experience. We reached the saturation after 12 interviews. In the quantitative section, 385 subjects were selected based on Cochran's formula using available sampling method. The validity of the qualitative section was confirmed with the Kappa coefficient, and for the quantitative section, the psychometric properties were confirmed using a researcher-made instrument.

The findings showed  that 11 criteria of attractiveness, diversity, goal-setting, multi-dimensionality, interaction with virtual networks, quality improvement, news honesty, criticality, transparency, responsibility and respect for the audience based on 46 indicators were the most important causal factors affecting the media policy making. The issue of diversity and quality improvement is a category that is related to the effective policy of media organizations in attracting the audience, and this issue was chosen as the central category.Regarding the foundational factors, 5 main criteria of organizational culture, media infrastructure, correct advertising, organizational management and justice were effective in attracting the audience based on 18 indicators of organizational beliefs, organizational discipline, organizational relations, organizational values, equipment, facilities, being up-to-date, being progressive, executive aspects, mouth to mouth, social networks, structural aspect, process, crisis management, job justice, organizational justice, and executive justice. In the field of mediating factors, 3 criteria of macro-executive policies, laws and macro-supports  were important in attracting the audience based on 10 indicators of strategic policy, audience increasing, valuation, executive, structural, organizational,  and budget policies, bureaucracy, coordination, and meeting unpredictable needs.In the field of strategies, 4 criteria of cost-effectiveness, meeting needs, increasing the audience, and increasing quality were recognized important in attracting the audience based on 13 indicators of the cost of providing the program, the cost of staff, the cost of equipment, the cost of updating, audience-oriented policy, responding to needs, goal-orientation, constancy, flowing, loyalty, executive, content, and structural vision.  In the field of outcomes formed based on the strategies, 5 criteria of competition with other media, importance increase, orientation towards the media, profitability, and attractiveness were effective in attracting the audience based on 15 indicators of attractiveness, diversity, audience, value, reputation, branding, synchronization with the media, compliance with the media, interest in the media, programs, advertisements, sponsors, visual, cognitive, and situational aspects.In the quantitative part that was designed based on the qualitative section, considering that the significance coefficient was higher than 1.96 in all dimensions, it can be concluded that the components identified in the qualitative section have a significant effect on theefficient policy making of media organizations in order to attract the audience. In addition, causal, mediating and contextual factors had the greatest impact respectively. To sum up, findings indicated that the use of quality improvement and making the field more attractive increases the costs, which is due to the increase in quantitative and qualitative production in this field, but this change meets the needs, increases the audience, and improves the quality resulting in formation of competition with other media, increase in importance, tendency to media, profitability, and attractiveness.

Although the qualitative and quantitative improvement is costly and time-consuming and requires more personnel and supplying equipment, correct policy in this field is an important factor contributing to increasing commercial and financial profitability and attracting the audience. From an economic point of view, increasing the value of advertising is a great help for the media.  The power of the audience makes the media brand authentic and clear, and most importantly, it gives the media owners the ability to create culture and beliefs based on their emphasized values, which is the most important issue when it comes to development and long-term perspectives. In the end, it is suggested that the current research should be investigated in two parts of the national visual, audio and social media to determine the importance coefficients of each of the indicators according to the type of media.