List of Articles Newsjacking

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  1 - Analysis of the Content of Types of Newsjacking of Iranian Tourism Brands (Study Brand: Alibaba)
  Zeinab Mahmoodi Pachal Ghasem Zarei Naser Seifollahi Hossein Rahimi Klour
  Newsjacking is one of the advertising and public relations techniques in which brands direct the wave towards themselves by reacting to a trending news; that this news can be both an urgent and unplanned news and a periodical, special and planned event. But unfortunatel More

  Newsjacking is one of the advertising and public relations techniques in which brands direct the wave towards themselves by reacting to a trending news; that this news can be both an urgent and unplanned news and a periodical, special and planned event. But unfortunately, this strategy is unknown or not used for most Iranian businesses. Therefore, the current research, which was conducted with a qualitative approach, with the help of content analysis strategy, has investigated the effect of newsjacking of Iranian tourism brands from the point of view of marketing specialists in the field of tourism, in order to identify and announce its function for Iranian businesses. be made The statistical population of the current research was all the experts in the field of marketing and content production in the field of tourism in the country who both know newsjacking correctly and are willing to cooperate in the research. Finally, 15 of these experts participated in the research as a statistical sample through theoretical sampling. In order to collect research data, selected documents that were examples of both types of newsjacking (reaction to breaking news and planned events) by Alibaba company were observed and analyzed with the help of statistical samples. The findings of the research showed that the interviewees, as the audience of the brand, like, share and participate more in the content related to breaking news. Manuscript profile