Analysis of Factors Affecting Distinctive Brand in Digital Media Businesses

Document Type : Original Article

Authors

1 Ph.D. Candidate, Department of Media Management, Semnan Branch, Islamic Azad University, Semnan, Iran.

2 Associate Prof., Department of Industrial Management, Semnan Branch, Islamic Azad University, Semnan, Iran.

3 Assistant Prof., Department of Economics, Semnan Branch, Islamic Azad University, Semnan, Iran.

10.22059/mmr.2025.384177.1123

Abstract

Objective
There are specific frameworks and criteria for activity in the traditional and non-digital fields and also there are appropriate models for organizing the digital media activities and their branding in the majority of countries; nonetheless, the lack of appropriate, accurate, and efficient business models in the field of digital media and online activities in Iran has caused a lot of confusion. Consequently, no specific rights and responsibilities have been set even for those involved and employees in this field. This may facilitate the likelihood of unauthorized activities and prepare the ground for the violation of public rights.The purpose of this research is to present a digital media business model with an emphasis on creating a distinctive brand.
Research Methodology
Therefore, this research is applied in terms of purpose and developmental-analytical in nature. In this study, the research method is explained in the following five layers according to Sanders' onion model:

Research philosophy: This research was conducted based on the pragmatism approach, because both qualitative and quantitative methods were used to solve the problem;
Research approach: In the qualitative part, it is inductive and in the quantitative part, it is deductive;
Research strategy: For the qualitative part, data-based theory was used, and for the quantitative part, structural equation modeling was used;
Time horizon: It is cross-sectional;
Data collection techniques and methods: In the qualitative part, semi-structured interviews were used, and in the quantitative part, questionnaires were used.

In the first stage, using a data-driven approach and theoretical sampling, 24 semi-structured interviews were conducted with CEOs, board members, vice presidents, managers, and experts from digital agencies Media Lab, Metaweb Digital Marketing, and Lotus Digital Marketing Company. Qualitative analysis of the data obtained from the interviews led to the identification and classification of key components of the digital media business model. In the next stage, the presented model was tested using structural equation modeling and confirmatory factor analysis on data collected from 120 digital media experts.
Findings
The results showed that the distinctive brand, as a central phenomenon of the business model, is influenced by management factors, digital technologies, and marketing strategies, and leads to economic growth and enhancement of the business's competitive advantage through optimizing customer interactions and innovation in media services.
Discussion & Conclusion
By providing a comprehensive framework, this research contributes to the development of the media business model literature and offers solutions for policymakers and digital media managers.
 

Keywords

Main Subjects

References

 
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Media Management Review
Volume 3, Issue 4
2024
Pages 153-192

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