Comprender los factores clave para crear una marca de medios de comunicación

  • Esmaeil Afghahi University of Tehran
  • Ali Hamidizadeh University of Tehran
  • Azam Mirzamani University of Tehran
  • Husein Taqavi University of Mohaghegh Ardabili
Palabras clave: Medios de comunicación, Marca, Marca de medios de comunicación, Meta-síntesis.


Atraer y retener a la audiencia es uno de los principales desafíos de los medios de comunicación, porque la audiencia es el activo más importante de los medios, y la preocupación por atraerlo y retenerlo es similar a la preocupación por la rentabilidad en los negocios. Según la función de marca establecida por Keller (2012), una de las formas de atraer y retener audiencia para los medios es creando una marca. El propósito de la presente investigación es responder a la pregunta de qué factores influyen en la construcción de una marca para los medios de comunicación. Para responder a la pregunta, utilizamos el método de meta-síntesis. La población estadística de esta investigación son los artículos cualitativos que se han publicado sobre la marca de medios, en particular, la marca de medios de comunicación, entre 2000 y 2017. Utilizando el análisis de contenido, un total de 87 códigos, 18 conceptos y 5 categorías para la marca de los medios de comunicación fueron descubiertos y etiquetados. Los resultados mostraron que los elementos de la organización, el mensaje, la comunicación, la audiencia y los valores se utilizan para crear una marca para los medios de comunicación.


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Cómo citar
Esmaeil Afghahi, Ali Hamidizadeh, Azam Mirzamani, & Husein Taqavi. (2019). Comprender los factores clave para crear una marca de medios de comunicación. Religación. Revista De Ciencias Sociales Y Humanidades, 4(19), 1003-1015. Recuperado a partir de