marketing managers, and marketing consultants in the film and serial industry and were interviewed in depth. This selection and interviewing continued until the theoretical saturation was reached and then stopped. In this study, the snowball sampling method was used and More
marketing managers, and marketing consultants in the film and serial industry and were interviewed in depth. This selection and interviewing continued until the theoretical saturation was reached and then stopped. In this study, the snowball sampling method was used and this process continued until the researcher reached theoretical saturation. Finally, this method was an interview with 9 experts. In this study, since the data theory theory method was used, the main tool for data collection was in-depth and unstructured interviews with experts. Finally, after open, axial and selective triple coding, the conceptual model of the research was designed based on a paradigm model.
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