درخت حوزه‌های تخصصی

The main purpose of this research is to present a model of film marketing process in Iran. The present research is developmental-applied in terms of purpose and is a kind of exploratory mixed research in terms of nature. The statistical population in the quality department is specialists in the field of work and academia, marketing and film industry. The number of samples was obtained by the available method and the sample size was obtained by theoretical similarity. Specialists were identified by purposive sampling and snowball sampling, which according to the adequacy of the data, a total of 30 specialists were interviewed. The statistical population in the quantitative section is 294 producers, directors and media experts. In the qualitative part, the interview was used as a data collection tool and in the quantitative part, a 34-item questionnaire was used. The research method in the qualitative part was the qualitative content analysis method in the MAXQDA software and in the quantitative part the researcher used the SPSS software and the structural equation approach. Based on the results of the qualitative study, nine hypotheses were proposed. The hypotheses were tested by distributing a researcher-made questionnaire and extracting the data and then the confirmatory factor analysis test. The results of the confirmatory factor analysis test and the dimension measurement model of the variables showed that all variables are in a significant state. And in the section of structural equations, it was proved that all the relations designed in the qualitative section are approved and all the components of the model have significant relations with each other.

Enterprise Social Media (ESM) has been normally embraced by companies to boost team performance and agility for workers. The goal of this study is to investigate the mediating effect of workplace isolation on the relationships among usage ESM, employee agility and Team Performance along with exploration of the moderating influence of workplace Integrational study model. This research adds to corporate awareness in illustrating the impact of ESM use on team performance and employee agility based on theory of social exchange, theory of information processing and the theory of transactive memory. Cross-sectional survey was employed to collect data from telecommunication firms (public & private). 400 respondents were selected through purposive sampling technique and given close ended questionnaires, 348 questionnaires were selected for further analysis; through a number of statistical tools, after screening out the filled responses. It resulted in Suggesting ESM has a favorable effect on Employee Agility and Team Performance, but the negative relationships were observed among workplace isolation and employee agility and team performance. Further, Workplace Isolation mediated the relationship among ESM, Employee Agility and Team performance. Additionally, Workplace Integration strongly moderated the relationship between ESM and Workplace Isolation.  Experts and/or administrators should pay consideration to the impact of using ESM on agility and team performance of the workers. In addition, when implementing ESM to increase team performance they should concentrate on the extent of team diversity. By presenting the relationship between use of ESM, isolation in the workplace, workplace integration, agility of workers and performance of teams; it enriches the ESM use works by exploring the moderating functions of workplace integration while describing the beneficial consequences of workplace integration.