جستجوی مقالات مرتبط با کلیدواژه « درگیرسازی مخاطب » در نشریات گروه « علوم اجتماعی »

Increased competition among media outlets has made the mangers of such organizations to look for new business models in order to generate new source of income. Since the business models are based on attracting more audience and turning them to loyal viewers, therefore engaging the audience has become an important subject among media management researchers and media mangers.  Despite increasing importance of this issue, there has been a few number of research works on conceptual frameworks and providing theoretical models. Due to this reason and in order to present a conceptual framework for future studies and developing models and theoretical advancement, the present paper by reviewing the media study literatures and empirical findings on media audience engagement, has come up with a conceptual framework to be use in future studies and advancing the theory of this concept. The structure of the proposed framework includes elements such as what, why, level, strategies and consequences of engagement of the media audience. In addition to findings of systematic review of the literature, issues like policies of media organizations, ethical considerations and macro-environmental variables have taken into consideration within this framework

This research investigates application of social platforms for customer engagement, and by using of gamification, presents a framework for value proposition in a platform based customer club. The means for data collection has been deep interviews with two groups of managers and customers. Researchers extracted windows of values for customers and windows of income for the company. Then by proposing a gamified system for motivating customers to operate in the platform, a mechanism of keeping them as loyal customers has been developed. This research contributes theoretically by expansion of media corporate entrepreneurship and also by use of new media engaging properties to lock-in customers. Then by proposing a gamified system for motivating customers to operate in the platform, a mechanism of keeping them as loyal customers has been developed. This research contributes theoretically by expansion of media corporate entrepreneurship and also by use of new media engaging properties to lock-in customers. Then by proposing a gamified system for motivating customers to operate in the platform, a mechanism of keeping them as loyal customers has been developed. This research contributes theoretically by expansion of media corporate entrepreneurship and also by use of new media engaging properties to lock-in customers. Then by proposing a gamified system for motivating customers to operate in the platform, a mechanism of keeping them as loyal customers has been developed. This research contributes theoretically by expansion of media corporate entrepreneurship and also by use of new media engaging properties to lock-in customers.

Customer engagement platforms such as gamification, co-creation and open innovation platforms have found popularity in recent decade and several industrial and service organizations are adapted to use them for marketing purposes. However, the results have been faced with challenges, that are partly raised because of lack of specific measures to evaluate performance of these platforms. The current research aims to fill the gap by identifying specific measures for evaluation of performance of these platforms in Iranian automobile industry. For this purpose, after conduct of a literature review in marketing measures, a primary set of measures have been extracted. In the second phase, a panel of experts have been used to refine the measures and to adapt them with the automobile industry. After content analysis, 82 measure identified and classified into six groups of measures, including 1) Social media measures, 2) Application-related measures, 3) Findability measures, 4) Strategy measures, 5) Public relations measures, 6) Gamification measures identified. Findings of this research can be used by strategic management, marketing and other departments of Irankhodro company that are related to performance evaluation of customer engagement platforms. the limitation of this study is that it is context-based, and generalization of the results might be considered carefully.