Investigating the Performance of Iranian Book Reader Applications in Implementing the Components of Digital Content Marketing Strategy (Case Study: Fidibo Application)

Document Type : Research َ Article

Authors

1 Educational Department of Information Science and Epistemology, School of Management, University of Tehran, Tehran, Iran

2 Assistant Professor of Information Sciences and Epistemology, University of Tehran

10.30484/nastinfo.2025.3689.2310

Abstract

Purpose: In this research, in addition to identifying the components of organized content marketing for book reader applications, we intend to examine the degree of compliance of the obtained elements with the content marketing strategy processes in book reader applications
Method: This research in terms of purpose was Practical, and in terms of perspective, it was the mixed research. In the first step of the research, all indicators and components of the content marketing strategy have been extracted using the method of documentary and library studies. Then, in the second step, through the process of studying and analyzing successful national examples, the weaknesses and strengths of book reader applications have been identified.
Findings: Finally, after examining, studying and analyzing the quantitative content of 224 sources in the subject area of ​​the current research as a selected sample, 112 main indicators were extracted based on lexical frequency and according to the overlap of extracted concepts. Each of these indicators was placed in a new category.
After extracting the required data in the first part, by performing a qualitative content analysis and comparative study, as well as compiling a list of the components obtained in the first question, the process of comparative studies to determine the current state of content marketing in native book reader applications and the degree of compliance of these applications with the components content marketing has taken place. The results of which show that internal book reader applications show the greatest weakness in the areas of producing unique and localized content, using new formats of content production (such as video), and establishing two-way communication with the audience.
Conclusion: The findings indicate that accurate targeting, increasing audience awareness and information, increasing indirect sales, increasing customer loyalty, conveying the brand message and story, guiding the user to profitable action, establishing interaction and two-way communication with the audience, and using new technology features are among the most important components of a successful content marketing strategy, and considering the downward average performance of internal applications in these fields, it is necessary for each of these book reader software to identify and fix existing shortcomings and deficiencies through the implementation of a precise and targeted program, according to the framework presented in the current research.
 

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Main Subjects

References

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  • Receive Date: 16 December 2024
  • Revise Date: 09 February 2025
  • Accept Date: 17 March 2025

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