Factors Affecting the Entry of Iranian Media Companies into the Social Network Market

Objective Foreign media companies have attracted the majority of the domestic market of social media in Iran. Despite imposed restriction on Telegram, it is considered as the main player in this field and domestic companies have not been able to compete in this area. Since the local messengers faile...

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Autores principales:	Siavash Salavatian, Sayyed Mohsen Asgarzadeh
Formato:	article
Lenguaje:	FA
Publicado:	University of Tehran 2021
Materias:	social messenger porter model social media media entrepreneurship Business HF5001-6182
Acceso en línea:	https://doaj.org/article/13109c802b0a4d15aaba6d3a244457df
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spelling	oai:doaj.org-article:13109c802b0a4d15aaba6d3a244457df2021-11-14T05:42:08ZFactors Affecting the Entry of Iranian Media Companies into the Social Network Market2008-59072423-509110.22059/jibm.2021.314195.3997https://doaj.org/article/13109c802b0a4d15aaba6d3a244457df2021-08-01T00:00:00Zhttps://jibm.ut.ac.ir/article_83854_b436d340bb4d713b04bfdd89c9c616ab.pdfhttps://doaj.org/toc/2008-5907https://doaj.org/toc/2423-5091Objective Foreign media companies have attracted the majority of the domestic market of social media in Iran. Despite imposed restriction on Telegram, it is considered as the main player in this field and domestic companies have not been able to compete in this area. Since the local messengers failed to compete with the foreign social media platforms even under supportive and regulatory policies by the government, it is crucial to pursue competitive market-based strategies and identify the factors affecting the entry of domestic media companies into this market. Consequently, it can lead to providing a comprehensive overview for businesses intending to enter this market. Although awareness of the present situation and identification of effective factors does not lead to the development of an entry or business model, it can prepare the ground for the formation of a perspective based on competitive strategies in this ecosystem for business managers. In this paper, the key factors influencing the entry of domestic media companies into the mobile phone messaging market have been identified based on Porter's five competitive-force model. Methodology The present exploratory study was conducted using the content analysis method. Semi-structured interviews were conducted with 11 experts in different fields and managers of internal media. The purposeful sampling was applied and the theoretical saturation rule was used to determine the sample size. Qualitative analysis method and qualitative coding technique were used to analyze the data. Findings The research findings indicate that following factors are the most significant factors affecting the entry of Iranian media companies into the social media market: "transmission difficulty and technological adhesion", "poor quality of local messengers", "difficulty of providing capable manpower", "technical infrastructure problems", "wrong filtering method", "political outlook and destructive local competition", "lack of comparative advantage and appropriate development model", "strong global competitors", "lack of a comprehensive reference law in the field of media", and finally "media reputation problems". Conclusion Regarding the existing condition of the domestic media environment, the empowerment of the political perspective has caused various institutions to be interested in developing social media messengers. It has led to the increasing entry of new competitors into the market. However, these institutions have not succeeded in designing a proper business model based on the value chain of messengers.Siavash SalavatianSayyed Mohsen AsgarzadehUniversity of Tehranarticlesocial messengerporter modelsocial mediamedia entrepreneurshipBusinessHF5001-6182FA‫مدیریت بازرگانی, Vol 13, Iss 2, Pp 524-545 (2021)
institution	DOAJ
collection	DOAJ
language	FA
topic	social messenger porter model social media media entrepreneurship Business HF5001-6182
spellingShingle	social messenger porter model social media media entrepreneurship Business HF5001-6182 Siavash Salavatian Sayyed Mohsen Asgarzadeh Factors Affecting the Entry of Iranian Media Companies into the Social Network Market
description	Objective Foreign media companies have attracted the majority of the domestic market of social media in Iran. Despite imposed restriction on Telegram, it is considered as the main player in this field and domestic companies have not been able to compete in this area. Since the local messengers failed to compete with the foreign social media platforms even under supportive and regulatory policies by the government, it is crucial to pursue competitive market-based strategies and identify the factors affecting the entry of domestic media companies into this market. Consequently, it can lead to providing a comprehensive overview for businesses intending to enter this market. Although awareness of the present situation and identification of effective factors does not lead to the development of an entry or business model, it can prepare the ground for the formation of a perspective based on competitive strategies in this ecosystem for business managers. In this paper, the key factors influencing the entry of domestic media companies into the mobile phone messaging market have been identified based on Porter's five competitive-force model. Methodology The present exploratory study was conducted using the content analysis method. Semi-structured interviews were conducted with 11 experts in different fields and managers of internal media. The purposeful sampling was applied and the theoretical saturation rule was used to determine the sample size. Qualitative analysis method and qualitative coding technique were used to analyze the data. Findings The research findings indicate that following factors are the most significant factors affecting the entry of Iranian media companies into the social media market: "transmission difficulty and technological adhesion", "poor quality of local messengers", "difficulty of providing capable manpower", "technical infrastructure problems", "wrong filtering method", "political outlook and destructive local competition", "lack of comparative advantage and appropriate development model", "strong global competitors", "lack of a comprehensive reference law in the field of media", and finally "media reputation problems". Conclusion Regarding the existing condition of the domestic media environment, the empowerment of the political perspective has caused various institutions to be interested in developing social media messengers. It has led to the increasing entry of new competitors into the market. However, these institutions have not succeeded in designing a proper business model based on the value chain of messengers.
format	article
author	Siavash Salavatian Sayyed Mohsen Asgarzadeh
author_facet	Siavash Salavatian Sayyed Mohsen Asgarzadeh
author_sort	Siavash Salavatian
title	Factors Affecting the Entry of Iranian Media Companies into the Social Network Market
title_short	Factors Affecting the Entry of Iranian Media Companies into the Social Network Market
title_full	Factors Affecting the Entry of Iranian Media Companies into the Social Network Market
title_fullStr	Factors Affecting the Entry of Iranian Media Companies into the Social Network Market
title_full_unstemmed	Factors Affecting the Entry of Iranian Media Companies into the Social Network Market
title_sort	factors affecting the entry of iranian media companies into the social network market
publisher	University of Tehran
publishDate	2021
url	https://doaj.org/article/13109c802b0a4d15aaba6d3a244457df
work_keys_str_mv	AT siavashsalavatian factorsaffectingtheentryofiranianmediacompaniesintothesocialnetworkmarket AT sayyedmohsenasgarzadeh factorsaffectingtheentryofiranianmediacompaniesintothesocialnetworkmarket
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Factors Affecting the Entry of Iranian Media Companies into the Social Network Market

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