نوع مقاله : مقاله علمی پژوهشی

نویسندگان

• محمدجواد افشارصفوی ¹
• گلنار شجاعی باغینی ²
• محمدرضا رستمی ³

¹ دانشجوی دکتری مدیریت بازرگانی، واحد شاهرود، دانشگاه آزاد اسلامی، شاهرود، ایران

² استادیار گروه مدیریت دولتی، واحد شاهرود، دانشگاه آزاد اسلامی، شاهرود، ایران

³ استادیار گروه مدیریت، واحد شاهرود، دانشگاه آزاد اسلامی، شاهرود، ایران

چکیده

هدف پژوهش حاضر، مدل‌سازی عوامل مؤثر بر رقابت‌پذیری رسانه‌های مکتوب در مواجهه با شبکه‌های اجتماعی به‌منظور تداوم حیات آن‌هاست. این پژوهش ازنظر هدف، توسعه‌ای-کاربردی و ازنظر رویکرد، از نوع آمیخته اکتشافی است. در مرحله کیفی، با بهره‌گیری از روش نظریه‌پردازی داده‌بنیاد (گراندد تئوری)، داده‌های موردنیاز برای تدوین چارچوبی جهت رقابت‌پذیری رسانه‌های مکتوب با شبکه‌های اجتماعی گردآوری و مؤلفه‌ها و شاخص‌های مربوطه استخراج شد. برای شناسایی مفاهیم، از مصاحبه‌های نیمه‌ساختاریافته با خبرگان استفاده شد. جامعه آماری شامل کلیه خبرگان و کارشناسان روزنامه خراسان در مشهد است. نمونه‌گیری به‌صورت هدفمند و به روش گلوله‌برفی انجام گرفت و در مرحله مقدماتی، 17 مصاحبه برای جمع‌آوری داده‌ها صورت گرفت. در بخش کمی، جامعه آماری شامل 2500 نفر از مشترکان سالیانه روزنامه خراسان بود که با استفاده از فرمول کوکران، 333 نفر به‌صورت تصادفی ساده به‌عنوان نمونه انتخاب شدند. بر اساس مؤلفه‌های شناسایی‌شده، پرسشنامه‌ای طراحی و داده‌ها با استفاده از تحلیل عاملی تأییدی و مدل‌سازی معادلات ساختاری در نرم‌افزار LISREL تحلیل شد. نتایج نشان داد که مقولات اصلی تحقیق در قالب شش بعد مدل پارادایمی شامل شرایط علّی (20 مقوله)، پدیده محوری (رقابت‌پذیری برای ادامه حیات در قالب 7 مقوله)، راهبردها (13 مقوله)، زمینه (12 مقوله)، شرایط مداخله‌گر محیطی (11 مقوله) و پیامدها (12 مقوله) قرار می‌گیرند. شاخص برازش مطلق GOF برابر با 0.61 به‌دست آمد که نشانگر برازش مناسب مدل است.

کلیدواژه‌ها

• رقابت پذیری
• رسانه های مکتوب
• شبکه های اجتماعی
• روزنامه خراسان
• پژوهشی آمیخته

عنوان مقاله [English]

Modeling the Competitiveness Factors of Print Media Versus Social Networks for Sustainable Survival

نویسندگان [English]

• Mohamadjavad Afsharsafavi ¹
• Golnar Shojaeibaghini ²
• Mohamadreza Rostami ³

¹ PhD Student in Business Management, Shahrood Branch, Islamic Azad University, Shahrood, Iran

² Assistant Professor, Department of Public Administration Management, Shahrood Branch, Islamic Azad University, Shahrood, Iran

³ Assistant Professor, Department of Management, Shahrood Branch, Islamic Azad University, Shahrood, Iran

چکیده [English]

The purpose of this study is to develop a model for the competitiveness of print media in relation to social networks. The research employs a mixed-methods exploratory approach, categorized as applied in terms of purpose and a combination of qualitative and quantitative strategies in terms of methodology. In the first phase, using the grounded theory method, data were collected to design a competitiveness framework, and key components and indicators were identified. Semi-structured interviews with media experts were conducted to extract the core concepts. The qualitative sample consisted of experts from the Khorasan newspaper in Mashhad, selected through purposive and snowball sampling methods. A total of 17 interviews were conducted. In the quantitative phase, a sample of 333 individuals was randomly selected from the 2,500 annual subscribers of the Khorasan newspaper using Cochran’s formula. A questionnaire was developed based on the qualitative findings. Data analysis was performed using confirmatory factor analysis and structural equation modeling with LISREL software. The findings revealed 75 main categories grouped into six dimensions of the paradigm model: causal conditions (20 categories), the core phenomenon (efficient competitiveness for survival, with 7 sub-categories), strategies (13 categories), contextual conditions (12 categories), intervening conditions (11 categories), and consequences (12 categories). The model demonstrated a good fit, with a GOF index of 0.61, indicating acceptable structural validity.
Extended Abstract
Introduction:
Media and social networks have posed many challenges for print media. Audiences' behaviors are shifting as they increasingly turn to the internet for free access to news and information. The proliferation of social networks has significantly altered the media landscape over the past few decades. Today, social networks provide highly engaging and interactive experiences for consumers, offering real-time access to a wide variety of information in a technology-mediated environment—something that was not possible before.
Meanwhile, the Khorasan Newspaper, as a longstanding and influential media outlet in Iran, has been facing these challenges. Despite these growing pressures, the Khorasan Newspaper must adopt various strategies to strengthen itself, ensuring it can attract and retain its audience’s attention and continue to survive in the increasingly competitive media environment alongside social networks. By doing so, the Khorasan Newspaper can not only maintain its circulation but also foster growth in an era dominated by digital platforms. This study, therefore, aims to identify and examine the key factors that influence the survival and competitiveness of the Khorasan Newspaper, especially in comparison to social networks. It explores how print media can better compete with digital platforms to sustain itself, improve audience loyalty, and ensure profitability. Thus, the study is designed to develop a competitiveness model for print media in relation to social networks, with the Khorasan Newspaper serving as a case study. The purpose is to provide a comprehensive framework that enables print media to address these challenges effectively.
Materials and Methods:
This research follows a mixed-methods exploratory methodology, combining qualitative and quantitative approaches with an applied development purpose. In the initial qualitative phase, the grounded theory method was employed to collect data and identify the components and indicators essential for creating a competitiveness framework for print media in relation to social networks. Semi-structured interviews were conducted with subject-matter experts to extract core concepts related to the topic. Additionally, text mining and coding techniques were used for data analysis to ensure accuracy and depth in identifying key themes and patterns. After reviewing existing scientific literature and conducting in-depth analytical interviews with experts and scholars from the Khorasan Newspaper, various marketing dimensions and their corresponding indicators were identified. These insights formed the basis for proposing a competitiveness framework between print media and social networks for sustainable survival.
The statistical population of the study consisted of experts from the Khorasan Newspaper in Mashhad. A purposive sampling method was used to select experts specializing in media-related fields, and snowball sampling was employed to ensure an adequate sample size. In the preliminary phase, 17 interviews were conducted to gather expert opinions. Additionally, a subset of the statistical population included 2,500 annual subscribers of the Khorasan Newspaper. Using a simple random sampling technique, 333 participants were selected for the study, determined by Cochran's formula. A questionnaire was then developed based on the components identified in the qualitative phase. For the quantitative data analysis, confirmatory factor analysis (CFA) and structural equation modeling (SEM) were conducted using LISREL software to validate the proposed model. The model evaluation results showed a goodness-of-fit index (GOF) of 0.61, indicating that the model fit the data well.
Discussion and Results:
The study revealed several key categories:

Causal Conditions: Dynamism, innovative services, adaptation speed, multimedia nature, and advertising's role in consumer behavior.
Core Phenomenon (Competitiveness for Survival):

- Strategic orientation factors: modern strategies, organizational knowledge, survival planning, and survival prioritization.
- Emphasis on dynamic, change-oriented competitiveness and specialized technological innovation.

Strategy:

- Customer orientation, effective networking, and internal communication skill development.
- Goals: Foster collaboration and shared understanding of competitive objectives.

Context:

- Change management processes.
- Increasing customer condition complexity.
- Broader environmental factors affecting media organizations.

External Confounding Conditions:

- Infrastructural capabilities.
- Organizational knowledge management systems.
- Commitment to organizational learning.
 Role: Strengthen resilience for sustained competitiveness.

Implications:

- Tangible: Survival, organizational maturity, competitive advantage, customer retention, revenue growth, customer acquisition.
- Intangible: Customer satisfaction, societal cultural/economic growth, organizational agility, innovation potential, market positioning.
Conclusions:
The research concludes that for print media to maintain competitiveness against social networks and ensure their survival, they must first establish a robust competitiveness foundation. This requires:

Developing strategic competitiveness models,
Adopting modern strategies to keep the organization current,
Building a strong organizational knowledge base, and
Creating survival-focused strategic plans *that integrate competitiveness priorities.

کلیدواژه‌ها [English]

• Competitiveness
• Print Media
• Social Networks
• Khorasan Newspaper
• Mixed-Methods Research