Designing a Model of Employee Persuasion in Creative Media Industries

Document Type : Research Paper

Authors

1 Associate Prof., Department of Business Management, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran.

2 Associate Prof., Department of Media Management and Business Communication, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran.

3 PhD Candidate, Department of Business Management, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran.

10.22059/jibm.2024.368961.4713

Abstract

Objective
Persuasion is one of the important characteristics of the growth and development of organizations, often regarded as a key trait 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. In parallel, creativity and the production of new thoughts and ideas by organizational managers and employees is of special importance and this has a high position in the organization. Consequently, successful organizations are those that not only thrive in today's competitive landscape but also consistently integrate fresh ideas into their operations. 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 by others. Due to the ever-increasing growth of technology, as well as progress in the digital space, creative media industries are known as some 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 how the news is delivered.
 
Methodology
Considering the data collection, the current research is classified as qualitative research using thematic analysis. It identifies multiple aspects of the phenomenon in question, providing the possibility for developing a conceptual model. Therefore, initially, the literature review method was used to identify and extract the existing components of the employee persuasion model in creative media industries from available sources, studies, and documents. Afterward, interviews were conducted with experienced academic experts. The statistical population for the interviews consisted of experts familiar with the fields of media, persuasion, media creative industries, and newsrooms. In this research, the sampling method was purposeful, and the judgment method was also employed. Data collection continued until data saturation was reached, and after conducting 14 interviews, theoretical saturation was achieved. The results were then analyzed with the help of MaxQDA (2018) software. Validity and reliability were based on the criteria of credibility, member checks (review by interviewees), triangulation of data sources, analysis of negative cases, and transferability.
 
Findings
In this research, seven broad categories of psychological characteristics and features, social and communication skills, employee attitudes, employee motivation levels, knowledge, and persuasive skills, the structure of the internal work environment, the external environment of the organization, and 69 organizational themes were 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 individuals 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 demonstrate a certain level of persuasion.

Keywords

Main Subjects

References

 
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Journal of Business Management
Volume 17, Issue 1
2025
Pages 69-95

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