نوع مقاله: علمی - پژوهشی
نویسندگان
1 دانشجوی دکتری رشته مدیریت رسانه، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی تهران، ایران
2 استاد واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
3 دانشیار علوم ارتباطات، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی تهران، ایران
4 دانشیار، واحد تهران مرکزی، دانشگاه آزاد اسلامی تهران، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Aim: This paper wants to extract creative media branding.
Method: The method of this research is datamining and in terms of it’s applicable. The research questionnaire was extracted from previous studies and included content, audience, media context and environment dimensions. The researcher-made questionnaire, after calculating its validity and reliability, was provided to audiences who visited the Varzesh3 more than 10 times a month. The statistical population of the study consisted of 800 thousand people per day. Using a systematic random sampling, 100 questionnaires were included in the sample size (8 thousand people). About 50 percent of them 4056 responded to the questionnaire. The response of the audience is extracted using the K-means algorithm processing and branding model.
Results: The results suggest that in order to increase the life of the audience, the professional components of the media, including reference, bias, newsworthiness and the speed of the publication of the news as "brand perceived quality" should be considered. The loyal behavior of the audience is also due to demographic factors.
Conclusions The clustering of a loyal audience with a center of age indicates that the largest cluster with 44% of men with Bachelor education and ranges from 26 to 35 old. “Live scores” and “league standing” are the varzesh3 of brand identity. It is suggested that this media pay more attention to the creation of Brand Identity for women and audiences under the age of 15.
کلیدواژه‌ها [English]
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