Development of Branding Model for TV Networks with the Approach of Strengthening Social Capital Case Study: Nasim Network

Subject Areas : Media Management

Reza Saremi ¹ , ahmad reza shekarchi zadeh ² , Naser Khani ³ , seyed Mohsen Banihashemi ⁴

1 - Management Department, Najafabad Branch, Islamic Azad University, Najafabad, Iran.
2 - Management Department, Najafabad Branch, Islamic Azad University, Najafabad, Iran.
3 - Department of Management, Najafabad Branch, Islamac Azad University, Najafabad, Iran.
4 - Department of Management, Najafabad Branch, Islamac Azad University, Najafabad, Iran.

Received: 2021-08-23 Accepted : 2022-04-03 Published : 2021-10-23

Keywords: TV networks, branding, strengthening social capital, Nasim TV Channel,

Abstract :

Today, the role of television media in society is declining, and perhaps one aspect of it is the reduction of social capital of the media brand, and another reason is cyberspace, which is increasing its popularity. The purpose of this study was to build a suitable model for branding Nasim TV network to increase social capital using structural gap theory and social resources. The statistical population of this study included professors and managers of the radio network and media activists who were selected from the method of targeted sampling and snowballs based on the inclusion criteria. The required information was obtained by using documentary studies and semi-structured interviews for 908 minutes and 10 interviews with theoretical saturation condition. The results were analyzed using content analysis method using MAXQDA 2020 software. The results of the analysis included: 262 primary data, 70 citation themes and 3 basic themes in structural, cognitive and communication dimensions. The results showed that the main factors affecting human capital on television network branding, in the structural dimension include the themes of communication, program structure, network intensity and shape, and organizational compressibility and appropriateness, and in the cognitive dimension include the themes of common goals. Common insights have been the value of language, reason, and mind, and also in terms of communication include themes, network commitments, interrelationships, norms, and trust. Nasim Network should pay more attention to social capital in renewing its brand attitude.

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