Presenting media convergence model conveying promotional messages aimed at audience attraction based on the theory (data-driven)

Today, traditional tools and media, including newspapers, magazines, radio, television and billboards, with their old way of publicity, do not create much attraction for promoting audience attention to promotional messages. Therefore, identifying the components and attributes affecting the media convergence model, is of great importance for improving effectiveness of conveying the promotional messages. This research work, in case of objective, is applied and explorative and for answering the questions raised in the research work, a mixture of qualitative and quantitative method has been employed. The qualitative data has been analysed by Delphy method and profound interviewing and the quantitative data has been collected by the means of questionnaires, factor analysis. For analysis of data and answering the question of the research, Smart PLS2 and SPSS of the Exploratory Factor Analysis has been employed. The overall result of the study shows that despite the positive and meaningful correlation between the variables of the research, frour dimensions of the media convergence model (media tools, distribution platform, media industry and media priority), the media tools have higher priority for conveying promotional messages aimed at attracting the target audience