Purpose: Friendship-oriented leadership is one of the relatively new methods of leadership to gain a competitive advantage. Therefore, the purpose of this study was to design and formulate a friendship-oriented leadership model. Methodology: This study was applied in terms of purpose and qualitative in terms of execution method. The research community was experts and experts in the field of broadcasting leadership in 1400. The sample size was determined based on the principle of theoretical saturation of 20 people, and this number was selected by purposive sampling. The data was collected with a semi-structured interview, the validity of which was confirmed by the triangulation method and the reliability was calculated with the Cohen's kappa coefficient of 0.66. The data were analyzed by open, central and selective coding method based on database theory in MAXQDA software. Findings: The findings showed that 108 indicators were identified in 11 sub-categories and 6 main categories for the friendship-oriented leadership model; So that the friendship-oriented leadership model in the category of causal conditions includes individual abilities and capabilities and follower conditions, in the category of contextual conditions including organizational characteristics, demographic factors and human resources mechanism, in the category of intervening conditions including the organizational environment and extra-organizational factors, in the category of central phenomenon including leadership Friendship-oriented, in the category of strategies included leadership strategies, and in the category of consequences, it included positive consequences and negative consequences. Finally, the paradigm model of friendship-oriented leadership was designed. Conclusion: Specialists and organizational planners can use the categories and indicators identified for the friendship-oriented leadership model to improve their organization and create a competitive advantage and improve them in their organization.
