سعید قنبری

The business model of the platform has been considered by many researchers in recent years, with some arguing it has already given rise to the entry of humans into the era of "platform life". This age is the product of a change under which traditional businesses have become platform businesses and the transition from product production to service delivery has taken place in the form of platforms. Platform business models are based on the logic of value exchange between several groups of stakeholders such as consumers, service providers, advertisers and third parties and have experienced significant growth in recent years. Some business researchers have attributed the growth of platforms to the emotional interaction of consumers with the brand of platforms. Accordingly, the issue of brand management in platform businesses has become a fundamental issue. However, the brand management of platforms faces major challenges. Part of these challenges stems from the fragility of customer relationships with these brands and brand risk. But the biggest challenge is the brand paradox mode. According to the "brand paradox mode", when the equity of a brand increases, the possibility of the brand being exposed to risk also increases. In such a case, brand risk can become a major crisis for the brand. A brand crisis can bring about serious challenges such as the devaluation of the brand, reduction of positive associations or reinforcement of negative associations in the minds of customers, and the inability to maintain the brand's existence and consequent closure of the platform business. Therefore, what is important in platform management of the brand is the issue of "brand resilience". The resilience of brand is capable of withstanding the risks that have turned into a crisis, recovering the brand if affected by the crisis, and even growing the brand in a critical situation. There is ample evidence that the platform's brand is generally failing, fragile, and vulnerable in the face of crises. This means that the brand position is shaky and is overshadowed at the cognitive, emotional and, behavioural levels. This is due to the confusion in the face of brand risks and crises and how to build a resilient platform brand. This study on understanding a platform's brand resilience targets a research gap and seeks to help the theoretical literature with a conceptual approach.

This study is written as a conceptual article with a descriptive approach. In a concept paper, unlike an empirical paper, arguments are not derived from data in a conventional way, but the formation of arguments is based on a combination of documents in the form of concepts and theories that have already been developed. In such articles, the ability to distinguish between the theories used as data and the theories present in the role of the theoretical framework of the research is necessary and, of course, difficult. However, to distinguish this difference, it is helpful to differentiate "method theory" and "domain theory."Domain theory" is a set of knowledge about an important topic in a field of research, and "method theory" is a meta-level conceptual system for studying the substantive issue(s) of the domain theory at hand. Therefore, to examine the concept studied in this research, a distinction has been formed between method theory and field theory. The approach of this research in developing the concept of the resilience of platform brands is based on a type of research design of conceptual articles called "theoretical composition". The main purpose of this approach is to create a conceptual integration between the various currents of previous research and to connect previously unrelated and incompatible pieces in a new format and a new perspective. In "theory combination", phenomena that have already been studied in a non-structural and scattered way are explained in a more coherent format with a conceptual basis. In this study, the central phenomena of platform business, branding, business crisis and resilience in the face of business crisis are dealt with under a concept called platform brand resilience and are studied as a coherent phenomenon. The starting point in "theory combination" as a type of concept paper is a phenomenon or concept that is practically examined by domain theory and method theory, and in this article, the concepts of platform, brand, resilience, brand crisis and brand risk are viewed as the starting point.

The starting point for combining theory in this paper is to explain the concept of platform. This article describes the platform as a business based on the ability to create value-creating interactions between consumers and foreign producers. It also uses the customer-centric brand equity approach as the basis for the study. According to this approach, brands are a collection of consumer experiences that are formed in interaction with the product, so they can be considered as a set of associations in the minds of consumers. Basically, in this article, brand resilience is understood in relation to brand equity, so it can be said that if there is no "brand value", there is no inherent "brand risk" and, of course, resilience will not make sense. According to the method theory in this research, a brand is threatened by 6 types of risk, including 1) value risk 2) market risk 3) reputation risk 4) identity risk 5) status risk and 6) presence risk. Platform brands may also experience these six types of risks. However this research shows that building resilient platform brands is difficult due to three factors: 1) the transformation of value chain logic into a value network on platforms 2) the active consumer effect on the brand and 3) fierce competition in the platform ecosystem. The first factor indicates that most of the value creation and brand building takes place outside the control of the platform. Thus, the performance of a platform is influenced by the performance and behaviour of all its partners (suppliers, shareholders, distributors, retailers and customers). Accordingly, many of the risks associated with the value creation and exchange process occur on the platform while the platform is not able to properly manage them. The second factor in the platform ecosystem that makes it difficult to build and manage platform brands is the active action of platform brand consumers in creating business experiences and the role of knowledgeable, networked, capable and active consumers in creating and destroying brand value. This role of the consumer can also be examined in the form of brand co-creation theory and an organic approach to the brand. According to the logic of brand co-creation, it is argued that brands are organic beings because they are created alongside different stakeholders and many parts of the manufacturing process are beyond the control of the organization/firm. The third factor also shows that platforms in the valley of intense competition, experience the "Red Queen" effect. This effect reinforces the tendency to adapt, evolve, constantly reproduce, and strive to eliminate the competitor. In such a case, the tendency to monopolize, merge and develop the brand and brand alliance increases, and this creates a crisis for growing brands. This research also shows how the evolution of platforms is related to their brand resilience. The present study features four types of problems facing brands during the evolution of platforms, including the "Red Queen effect", "Chicken and egg problem", "Penguin problem", and "Emergence".

Brand risk and crisis is a threat to the sustainability of businesses with platforms more exposed to brand risks and crises due to their special nature. Naturally, brand risk and crisis are able to change the brand performance of the platform on a cognitive, emotional and behavioral level, so risk management and brand crises are of undeniable importance. However, this article shows that platform brand resilience has been neglected in business research. This paper considers three main orientations including a) change in markets from consumers to producers b) change in competitive advantage from resources to ecosystem and c) change in value creation from processes to interactions as major factors influencing the challenges of platform businesses branding. This article points out that platform brands, like other brands, are affected by internal and external factors of brand dilution, which affect the current brand network by adding negative and unpleasant associations to the association network. This article concludes that weakening the brand has consequences such as reducing the intention to buy the product or increasing the likelihood of negative word of mouth about the brand and brand failure. The resilience of a platform brand, despite its own difficulties, can be implemented in a coherent framework; This framework can be outlined in seven steps, including 1) assessing brand risks, 2) preparing the brand team to deal with the crisis, and 3) deploying brand risk warning systems, 4) repelling brand attacks, and 5) learning how to repel the attack and adapting to the procedure 6) measuring and tracking brand resilience 7) creating public support for the brand campaign.

The growth of millions of online consumer users and the efforts by media owners to attract their attention to the Web has highlighted the need to test the usability of the news site. This research was conducted with the aim of evaluating and comparing the usability of the "BBC Persian news" websites and the "Islamic Republic of Iran News Network " using a survey method. The statistical population of this study was from the students of the academic year 2016-2017 of Tehran University. 201 of them were selected according to the Cochran formula as sample population and through multistage cluster sampling for participation in the research. The "semantic difference" technique was used to investigate the purpose of the research and data collection was done using the QUIS standard questionnaire based on the Azgood spectrum. The findings of this study showed that, from the sum of usability privileges, The "Persian BBC" is 71.42% and the "Islamic Republic of Iran News" Network is 48.48%. Also, respondents opinion in the six sections, "The overall feeling of the site", "terms used and provided information", "learning", "website capabilities", "linking the site with the user" and "page page", indicate the success of the "BBC" website Compared to the website of the "Islamic Republic of Iran News Network".

By understanding the importance of the role of competent managers in the productivity of government media organizations in Iran and addressing the serious challenges of these organizations such as lack of financial resources, lack of creativity and innovation, this study aims to provide a model of competence of entrepreneurial managers of public media in Iran.

The present study was conducted with an exploratory approach and using the method of customary qualitative content analysis. To achieve the research goal, the results of 29 articles related to the research topic were analyzed along with a written expert interview. The interviewed experts were selected by purposive sampling method and considering the saturation rule as the limit of sampling adequacy and data analysis was performed using open and axial coding.

Data analysis was divided into three categories of job competence, organizational and personal competence. According to the research findings, below are job competencies, management and leadership skills and job awareness. Also in the section of organizational competencies, attention to organizational culture and behavior, strategic management and having knowledge of resource management are mentioned and individual competencies mentioned in this research include managerial intelligence, communication skills, value and entrepreneurial personality.

The findings of this study can be helpful both in the appointment of entrepreneurial managers of public media in Iran and in the development of theoretical literature related to media entrepreneurship at the individual level.

The reputation of a news source in the media outlets is very important, and news agencies are in constant competition for good reputation. But so far, no specific model has been proposed to measure the brand value of news agencies. The purpose of this study is to provide a model for evaluating the brand equity of Iranian news agencies. We considered the David Aaker’s Brand Equity model as the basis for the development of this model and used the qualitative content analysis method to measure the value of news agencies. Data were collected using semi-structured interviews with 18 experts in the field of branding, news agencies and media branding, and were coded and interpreted using two inductive and deductive approaches using MaxQDA software. Findings of the study showed new measures such as "difficulty of access", "financial cost of access", "time cost" and "recommending others to use", "emotional relationship with the brand" and "reusing". To strengthen its brand, Iran must consider the factors affecting the brand equity and increase its bargaining power in the business market.

Today, diversity is known as one of important phenomena in the arena of management. Many organizations are intending to inaugurate an accurate management with diversity to be beneficiary of its advantages. This will lead to improve the efficacy and makes the organization skilled efficient while extends the social equity. Yet, some media organizations including IRIB face criticism in this regard. Primarily, the question is “how is the management diversity in similar organizations”? According to this fact, the present article will benefit from theoretical review and will survey on the previous research done on this subject. In addition to the mentioned criteria, by studying the related managerial models, a framework for management diversity is proposed. This framework includes organizational teamwork culture as a supportive task for diversity, together with quadruple principals of diversity management, dimensions of diversity, and the strategy of active management. These are the components of diversity in management followed by its aftermaths.This framework will objectify the route in which planning for an active & effective management in IRIB will be verified.

Today, organizational resilience and its measurement is viewed as an organizational strategy. Nonetheless , our country‘s news agencies are not particularly keen to look at this strategic paradigm despite the existence of vast natural hazardsaround them, since there are no measurable indicators to manage their resileince regarding their differences with businessorganizations. Hence , this paper was carried out with the aim of providing resilience assessment indexes of iranian newsagencies in natural disasters and determining the importance of each of these indices using Delphi method. In the firstround of Delphi, 15 experts of the field were deeply interviwed to extract indices. As a result, extraction of 71 sub-indexes,14 indexes and 5 dimensions were based on two steps of coding: open and axial. BAsd on the extracted sub-indices, questionnaireswere developd for a second and third rounds Delphi to examine the consensus among experts on the “The Needfor Each Sub-Indicator” and “The Importance of Each of them”. The results showed the consensus of exprts on applying70 sub-indicators in the form of 14 indicators and 5 dimensions of “Communication Resilience”, “Information Resilience”,“Structural Resilience”, “Individual Resilience” and “Organizational-Technical” to assess the rsileince of our country’snews agencies in natural disasters. With a comprehnsive consideration of the organizational dimensions of Iranian newsagencis, these 70 sub-indexes have been proposed in such a way that they can address the resilience, simultaneous resilienceand retrospective resilience for news agencies in natural disasters.

The aim of this paper is feasibility of crowdfunding in Iranian cinema and the recognition of requirements, barriers and capacities for its realization. In order to achieve the goal of the research, 31 cinema experts were selected among cinema experts in the country and open interviews were conducted with them, based on theoretical saturation and targeted selection and snowball sampling,. These interviews were analyzed by qualitative content analysis method. The findings showed that capacities such as kindness of the people, high liquidity, people's interest in cinema, people's trust in celebrities, etc., and barriers such as high government involvement in cinema, corruption in the country, weakness of hardware and software infrastructure of cinema, distrust, lack of economic stability, the resistance of the trade union to change, the general ignorance and elite, and the inability to enter the bourse market by current cinematic companies, etc., to realize crowdfunding as a new method exists; The most important requirements for crowdfunding in the cinema is included the reduction of government intervention in cinema, set up bourse and investment funds, to raise awareness, industrial recognition of cinema, recognition of cinema by insurance and banks, implementation of copyright in the country, and so on. Based on the findings of this research, it can be concluded that ther exist the possibility of realizing the equity model as one of the rights of crowdfunding with the fulfillment of its requirements in our country; however, crowdfunding should not be used initially as an independent financing model, but it should be used as a complementary model.

Target: Since today, religious content has been widely disseminated on the Internet, and the audience is using it according to the style of their media consumption, this study aimed at studying has been various components on the consumption of religious content based on the concepts of active audience approach and the theory of Uses and Gratification.

This research was a questionnaire in terms of method, survey and data gathering tool. The mean reliability coefficient of its indices was estimated as 0.76 according to Cronbach's alpha. The sample size was estimated based on Cochran formula 384 and the required information was collected from 385 people by cluster sampling.

The findings of this research showed that there are a direct and significant relationship between the components of answering questions, eliminating doubts, quality of family education, easy access to the media and raising awareness with the amount of religious content consuming. In this regard, based on regression analysis, the components of easy access and awareness raising Arrangements have the most predictive power of the dependent variable.

Natural disasters are including the risks that may change to a crisis. Happening of the crises around a news organization may cause crises in the organizations and will frustrate their social responsibilities; thus, this article presents a new concept of resilience of news organizations in natural disasters. The methodology of this research is descriptive-analytic and the required data have been collected by documentary-library studies of resources and databases in the field of organizational resilience. Fundings and The organizational resilience of news media organizations in natural disasters has been neglected in our country, and this is rooted in the lack of belief of media managers in their social responsibility; so, the resilience in such organizations should be taken into consideration. The necessities of addressing such an issue is recognition of organizational resilience as an organization's strategy, the existence of a program of resilience in the organization and continuous assessment of the resilience of the organization, which will provide them with forward-looking resilience, coherent resilience, and retrospective resilience to such organizations

The earthquake is one of a kind of destructive natural disasters that has left many financial and Casualties losses in our country. This issue takes into consideration the need for public education to prepare for earthquake preparation. General education can be provided through the Islamic Republic of Iran television, but it is necessary to explain the roles and requirements of the television to provide these trainings. This research was conducted with the aim of evaluating such roles and requirements using qualitative content analysis method. In this research, deep interview was conducted with 16 experts selected by purposeful sampling. Open and axial coding of the interviews was conducted with MaxQDA2018 software. The findings of this study indicate that television should offer its educational functions for "before the crisis", "During the crisis" and "after the crisis". Meanwhile, TV should provide these trainings in "direct and serious" and "indirect and entertainment-based" formats. In addition, in order to play educational role of television, it must use its capacities like "technical and content", "cultural", and "organizational and inter-organizational" be overcome barriers "in-organizational" and "out-organizational". TV should fulfill the requirements in four dimensions: "Targeting and "Planning", "Audience and Needs Assessment", "Organizational", and "Content", which play their role in providing earthquake exposure training in order to make public readiness.

The earthquake is considered one of the most devastating natural disasters in the world, and Iran is among the most vulnerable earthquake countries in the world. Iran's seismicity creates the necessity for the general education of the earthquake. Media is one of the most important tools that can be used for this purpose. The role of media education in dealing with natural disasters has been studied in several studies [2; 4]. In this article, we review the requirements that are required to provide this training. In addition, we discuss the nature of the training in this research and identify the media format for the training.

Qualitative content analysis method was used in this research. Qualitative content analysis is a method used to subtly interpret the content of textual data through the process of systematically coding and identifying topics and patterns [3]. The three stages of preparation, organization and reporting are categorized in the analysis of qualitative content, as well as qualitative research [1]; the process of performing these three stages in analyzing qualitative content based on seven steps including: 1. setting the research questions 2. selecting the desired sample 3. defined Content Analysis Approach 4. Planning the Encryption Process 5. Implementing the Encryption Process 6. Determining Reliability and Reliability 7. Analyzing the results of the encryption process. According to mentioned steps, deep interview was conducted with 16 experts selected by purposeful sampling. Open and axial coding of the interviews was conducted with MaxQDA2018 software.

The findings of this study indicate that television should offer its educational functions for "before the crisis", "During the crisis" and "after the crisis". Meanwhile, TV should provide these trainings in "direct and serious" and "indirect and entertainment-based" formats. In addition, in order to play educational role,  television  must use capacities like "technical and content", "cultural" and "organizational and inter-organizational" be overcome barriers "in-organizational" and "outsourcing". Tv should fulfill the requirements in four dimensions: "Targeting And "Planning", "Audience and Needs Assessment", "Organizational" and "Content" that play their role in providing earthquake exposure training in order to make public readiness.

The findings of this study show similarities with other existing studies, but Iran's television tries to provide trainings to create a public readiness to deal with earthquake by using the crisis management structure in the organization, the use of domestic and foreign experts, the allocation of budgets and appropriate training programs, and the use of modern media capabilities.