نوع مقاله : مقاله پژوهشی
موضوعات
عنوان مقاله English
نویسنده English
This study aims to identify the strengths and weaknesses, opportunities, and threats of local social networks in promoting religion and to offer suitable strategies for utilizing them in religious promotion. The method of this research is "Strategic Analysis" (SWOT). The technique of gathering information in the first step is a semi-structured in-depth interview, and in the second step, a balanced white card as a questionnaire and data processing with the help of evaluation matrices of internal and external factors and SWOT, SPACE, and QSPM matrices have been done. The statistical population of this research is managers, expert experts, and academic experts in social networks and religious advertising, from which 12 people were selected for an interview, and 35 people were selected to complete the questionnaire by the non-probability snowball method. The reliability of the questionnaire data was confirmed through Cronbach's alpha coefficient with a value of 0.81. The findings show that the most significant strengths of native social networks for promoting religion are identity authentication based on the nationality code and the authenticity of the user's identity, providing the basis for the dissemination of religious content by religious missionaries, and the most critical weaknesses are the lack of recognition of Iranian users from the local religion preacher networks (such as Tebyan) and their weak support. The most important opportunity is the existence of committed students and artists in the networks to produce religious content, and the most serious threat is the tendency of people to foreign networks and creating restrictions on downloading these networks in the virtual stores of applications outside Iran. The most important strategy for designing, producing, and launching local social networks by the government is to produce suitable cultural content in these networks.
کلیدواژهها English
