Designing a model of employee persuasion in line with sustainable competitive advantage in creative media industries

Purpose: Persuasion is one of the important characteristics of the growth and development of organizations and is always considered as the important characteristics of effective organizations. Persuasion is an activity in which a persuasive party tries to persuade the persuasive party to believe certain information or perform an action. On the other hand, creativity and production of new thoughts and ideas by organizational managers and employees is of special importance and this has a high position in the organization. Therefore, successful organizations are those that can survive in today's competitive world and constantly apply new ideas in the organization. Persuasion in creative industries can be seen as the level of employees' confidence in their ability to convince others to accept and learn their (or others') new ideas. The purpose of this persuasion process is to increase the acceptance of an idea from others. Due to the ever-increasing growth of technology as well as progress in the digital space, creative media industries are known as one of the largest and most effective industries in the world. This research aims to design a model of employee persuasion in creative media industries with special attention to the room The news is done.



Method:. In terms of data collection, the current research is classified in the qualitative research group of thematic analysis, and in it, by identifying multiple aspects of the phenomenon in question, the possibility of developing a conceptual model has been provided. Therefore, at first, the literature review method was used to identify and extract the existing components of the employee persuasion model in creative media industries from among the available sources, studies, and documents, and then interviews were conducted with experimental or academic experts. The statistical population of the research, in order to conduct the interviews, were experts and experts familiar with the field of media, persuasion, media creative industries and newsroom. In this research, while the sampling method was purposeful, the judgment method was also used. Data collection continued until data saturation was reached, and after conducting 14 interviews, theoretical saturation was achieved, and then the results were analyzed with the help of Max Kyuda (2018) software. Validity and reliability were based on the criteria of credibility or believability, review by members (interviewees), triangulation of data sources, analysis of negative cases and transferability.



Findings: In this research, seven comprehensive categories of psychological characteristics and features, social and communication skills, attitude of employees, level of motivation of employees, knowledge and persuasive skills, structure of the internal work environment, external environment of the organization and 69 organizational themes have been extracted.



Conclusion: The effective components in the emergence of employee persuasion in creative media industries can be classified at the individual, organizational, and extra-organizational levels such as audiences/customers. In this regard, it can be said that these are the people who, by creating a commonality between their individual and personality characteristics, organizational characteristics, as well as the views and characteristics of their audience/customer, ultimately show a certain level of persuasion.