Effective Strategies for Promoting Media Consumers to Participants on the Facebook Page of the Iraqi Shiite Endowments Administration
Keywords:
Media consumer, media contributor, FacebookAbstract
Objective: The aim of this study was to identify and propose effective strategies for transforming media consumers into active participants on the Facebook page of the Iraqi Shiite Endowments Administration.
Methodology: This research employed a grounded theory qualitative approach combined with a quantitative descriptive design. In the qualitative phase, 18 media experts and knowledgeable users of the Facebook page were selected through snowball sampling and interviewed using semi-structured protocols. Data were analyzed through open, axial, and selective coding. In the quantitative phase, the statistical population included 8,000 Facebook subscribers, from which 351 were selected based on Morgan’s table. A researcher-designed questionnaire served as the primary instrument, and its reliability was verified using Cronbach’s alpha.
Findings: The findings revealed that strategies for promoting consumers to participants included intrinsic motivations (interest in religious topics), extrinsic motivations (social recognition), individual and social factors, spiritual and belief motivations, and a sense of identity and belonging. Additional strategies involved transparent, impartial, and need-oriented content, opportunities for two-way interaction and managerial accountability, trust in page management, and the feeling of influence and visibility. Interactive campaigns, polls, competitions, and multimedia content also contributed significantly to enhancing participation and loyalty.
Conclusion: The study concluded that combining personal, social, and spiritual motivations with appropriate content and active managerial interaction effectively transforms passive media consumers into engaged participants. Applying these strategies in social media management, particularly in religious contexts, can foster greater interaction, collective identity, and media dynamism.
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Copyright (c) 2025 Ammar Adnan Challoob Al-Muttairi, Ali Rashidpoor, Marwa Abdulalah Abbas Al-Tahhan, Saeed Mir (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
