Investigating the Impact of the Richness of IRIB Programs in the Field of Resistance Economy on Purchase Intention Marketing of Iranian Products

Objective
In today's fast-paced world, pervasive media, such as radio and television, play an unparalleled role as powerful tools for shaping public opinion and promoting ideas and perspectives. Media outlets like radio and television, as one of the most important and widespread forms of media, can increase public awareness of various issues and change their attitudes by providing diverse and engaging programs. In the current situation where the country faces numerous economic challenges, the resistance economy, as a macro-strategy, holds particular importance. Media outlets like radio and television can play a significant role in strengthening the country's economic foundations by promoting a culture of consuming Iranian goods and introducing the benefits of a resistance economy. To attract audiences, radio and television programs must be creative and based on a thorough analysis of society's needs and demands. In recent years, the field of advertising and information dissemination has undergone tremendous transformations with the emergence of digital media and social networks. However, media outlets like radio and television have maintained their position as a credible and reliable source. This research aims to investigate the impact of the richness of radio and television programs in the field of the resistance economy on the purchase intention of Iranian products, with an emphasis on individuals' attitudes towards the resistance economy. This research seeks to answer the fundamental question of how and to what extent the content provided by media outlets like radio and television can influence the behavior of Iranian consumers regarding domestic products.
Research Methodology
This research is applied in terms of purpose and descriptive-causal in terms of method. The research approach is quantitative and was conducted using a survey strategy. The statistical population consisted of all individuals who watched programs on the Islamic Republic of Iran Broadcasting (IRIB) at least once a month in 2024. The instrument used in this research was a standard questionnaire, adapted to the contextual setting of the research variables. Its validity was confirmed by professors, and its construct validity and reliability were confirmed by Cronbach's alpha test. According to official statistics released by IRIB, at least 72% of the population are audiences of IRIB programs, resulting in over 55 million Iranian viewers. Among these, the number of people who watch at least one national media program per month is unspecified. Therefore, the statistical sample size was considered indeterminate, and using Cochran's formula, the minimum acceptable sample size for such a population is 384 individuals. The questionnaire link was randomly distributed among the population. Ultimately, 386 questionnaires were deemed usable from the completed questionnaires. The data were analyzed using descriptive and inferential statistical methods and SPSS and SMART PLS 4 software.
Findings
The findings revealed that the richness of radio and television programs in the field of the resistance economy has an impact on awareness of Iranian brands, perceived value of Iranian products, individuals' attitudes towards the resistance economy, and word-of-mouth marketing of Iranian products. Additionally, awareness of Iranian brands has an impact on the perceived value of Iranian products. Furthermore, the perceived value of Iranian products has an impact on individuals' attitudes towards the resistance economy, purchase intention of Iranian products, and word-of-mouth marketing of Iranian products. Moreover, individuals' attitudes towards the resistance economy have an impact on the purchase intention of Iranian products and on word-of-mouth marketing of Iranian products. Finally, word-of-mouth marketing of Iranian products has an impact on the purchase intention of Iranian products.
Discussion & Conclusion
The results of this research provide valuable insights into enhancing the quality and depth of Islamic Republic of Iran Broadcasting (IRIB) programs related to the resistance economy and its impact on public awareness and attitudes towards Iranian products. These findings not only contribute to a better understanding of the role of media outlets like IRIB in promoting the resistance economy but also offer practical solutions for improving the organization's performance in this area. These results can also be used as a resource for policymakers and strategists in the fields of marketing and advertising, enabling them to develop more effective approaches to promote Iranian brands and domestically produced goods. Given the importance of increasing awareness of Iranian brands and valuing these products, policymakers can use these results to design targeted advertising campaigns and educational programs.
Increasing awareness of Iranian brands, along with valuing these products, plays a crucial role in strengthening purchase intention and facilitating word-of-mouth advertising. This can contribute to increasing the market share of Iranian products and strengthening domestic production. Furthermore, the results of this research can assist Iranian producers in improving product quality and providing better services. Ultimately, the results of this research can provide valuable guidance for creating effective initiatives and policies aimed at optimizing IRIB's performance and strengthening economic sustainability. Given the importance of media outlets like IRIB in shaping public opinion, this organization can play a significant role in promoting a culture of consuming Iranian goods and supporting national production by providing diverse and engaging programs.