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Requirements for brand promotion of Iran in relations with Arab countries according to the media capacity of cyberspace
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Abolfazl Valavi   , Aliasghar Mahaki * , Aliakbar Farhangi |
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Abstract: (1589 Views) |
Virtual social media is a new capacity that has changes the conditions of geopolitics in relations between countries and nations. This media has affected life in its many dimensions: political, social, economic, cultural, defense, security, and also international relations, while behavioral models have also simultaneously undergone transformation. Today, a large portion of the function of virtual media takes place on internet, mobile, social media, and messengers. The main goal of this article is to discuss the concept of “national branding”, taking into consideration the policies enacted on maintaining the upper hand, mainly in terms of developing Iran’s cyber capabilities on a global scale, their effect on national interests, in order to gain influence in the Arab world by way of virtual media. In terms of its goal, this is an applied developmental study, of a descriptive nature, using a grounded – case study method (using a mixed approach) and sources from both fieldwork and libraries. The sample size includes 50 experts and pundits on cyberspace and international relations, from Iran and Arab countries. After distributing the questionnaire and receiving the answers by way of SmartPLS, the data was analyzed.
The results of this study led to the identification of the dimensions, elements, and indicators of eight components: governance, politics, culture, society, economy, creed, technology, and security/defense, and organized them into the three levels of infrastructure, intelligence, and identification that pertain to virtual media. In the end, the model of choice was a strategic model, using a branding approach based on national interest.
In the final model, the betterment of Iran’s national branding in the Arab world was shown to lie in a dynamic model that takes into consideration the surrounding conditions, the effects of different processes, technological advances, and their impact. This model was well-received by experts in professional meetings. |
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| Keywords: National Branding, National Interests, Social Media, Cyberspace, Arab Countries |
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Full-Text [PDF 1506 kb]
(275 Downloads)
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Type of Study: Applicable |
Subject:
Cybernetics
Received: 2021/07/7 | Accepted: 2021/10/14 | Published: 2022/03/13
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