Identifying the Features of the Female-related Content Marketing System in the Creative Industries

Document Type : Research Paper

Authors

1 Assistant Prof., Department of Management, Faculty of Management, University of Tehran, Tehran, Iran

2 Assistant Prof., Department of Social Studies Information, Iranian Research Institute for Information Science and Technology (IranDoc), Tehran, Iran

3 Ph.D. Candidate, Department of Communication, Faculty of Communication, University of Tehran, Tehran, Iran

Abstract

Objective
Creating a job for women with regard to the capabilities of social networking is a solution for societies with a low employment rate for women. With the development of social networks (in particular, Instagram) in Iran, various pages aimed at marketing and revenue in the field of women's needs (make up and accessories, childcare, sports and fitness, etc.). Considering the creative marketing methods in social networks, the creative industries sector has made it possible for women to participate in content marketing without limitations of the Iranian society. The purpose of this research is to identify the features of female-related content marketing system on social media, particularly Instagram.
 
Methodology
This research uses a qualitative approach and theme analysis. Based on non-incidental sampling, in this research, 30 samples of audio and video files have been selected from three successful pages in marketing on Instagram. Using theme analysis and through coding, the data were analyzed.
 
Findings
Based on the findings of the present research, the online marketing within the under-study Instagram pages cannot replace real world marketing; in other words, they cannot replace gyms, stores, beauty salons, exhibitions and etc. Meanwhile, because social media users can enjoy more freedom compared to real world, they can sell their products with lower prices which lead to a great number of customers. Hence, focusing on social networks can be considered as a solution to employment crises in Iran. In this research, focusing on concepts such as creative industries, creative marketing and content marketing in the form of cultural industries, the specific elements of this field of female content marketing in the social network of Instagram in Iran have been identified.
 
Conclusion
It can be concluded that applying strategies like building mutual relationships, experience-orientation, adventure and etc. can lead to successful marketing within social media. Besides, as women are more sensitive to identifying and distinguishing the quality of the products, they can provide great potentials for economic and financial transaction which need a more accurate planning. The results show that categories such as intimacy, assertiveness, the use of family members in the production of content, transparency in describing the distribution system of products and identity to other members of the group, are the features of content marketing system in this part of the creative industries.
 

Keywords

Main Subjects

References

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Journal of Business Management
Volume 11, Issue 2
2019
Pages 319-340

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