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A Model for Iranian Audiences Engagement with Home-Video Series in Instagram: A Case Study of Shahrzad Series

Author

Phd Student

Abstract

In a competitive world, social media provide film studios, movie companies and related brands with remarkable strategies for attracting audiences and make them engaged. Audiences, in the same way, rapidly exchange information through these networks and raise awareness. This trend makes film making companies pay attention to committing and attracting audiences as the most reliable source of information to inspire their loyalty before they search for information anywhere else. Creating commitment leading to loyalty has catched much attention in academic circles and professional implementation services. On the other hand, audiences' commitment to social media, has dramatically changed their interaction with companies. To this end, engagement dimensions leading to satisfaction, trust and loyalty in the context of Instagram has been provided in a conceptual framework and in the second phase, its indicators have been identified based on related media theories. The conceptual framework has been tested on Shahrzed audiences and finally, the model for audiences' engagement with home-video series is provided and customized in the Instagram context.
 

Keywords

References

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Cultural Studies & Communication
Volume 14, Seda v Sima
December 2018
Pages 47-75
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