Modelling Media Entrepreneurship in Social Media: SEM and MLP-ANN Approach - Núm. 34, Enero 2019 - Revista AD-minister - Libros y Revistas - VLEX 798249161

Modelling Media Entrepreneurship in Social Media: SEM and MLP-ANN Approach

AutorTaher Roshandel Arbatani - Hiroko Kawamorita - Saeid Ghanbary - Pejman Ebrahimi
CargoA full professor of media management in University of Tehran - A Lecturer of Entrepreneurship at Ondokuz Mayis University - Iranian researcher in media management. He has earned an M.A. in media management at Allameh Tabataba'i University of faculty of communication
The present paper addresses the need for a quantitative model for media entrepreneurship. In a
framework of social media entrepreneurship that is presented by khajeheian (2013), 23 factors are
introduced and categorized in five groups. Four groups of enterprise, resources, strategy and product
are controllable and infrastructure is the uncontrollable group. In the current research, these groups are
considered as variables and factors are used as measures. In a survey 305 Iranian students responded
a questionnaire. SEM and MLP-ANN used for analysis. Results show that resources are on the highest
rank, strategy and infrastructure are placed as 2nd and 3rd and enterprise and product placed at the
lowest rank. This model can be used as a foundation for developing more quantitative researches in the
subject of media entrepreneurship.
Media Entrepreneurship, Social Media Entrepreneurship, Entrepreneurial Action, SEM, MLP-ANN
El presente documento aborda la necesidad de un modelo cuantitativo para el emprendimiento de medios.
En el marco del emprendimiento en redes sociales presentado por Khajeheian (2013), se introducen y
Modelling Media Entrepreneurship in SocialMedia:
SEM and MLP-ANN Approach
Modelado de la iniciativa empresarial de medios en las redes sociales: enfoque SEM y MLP-ANN
JEL: M, M, O
Received: 19/11/2018
Modified: 05/03/2019
Accepted: 16/04/2019
DOI: 10.17230/ad-minister.34.2
1 A full-professor of media management in University of Tehran. At the time of writing this article he
acts as the vice-president of Farhangian University. His main areas of interest are media management,
media policy, qualitative research methods. Professor Roshandel Arbatani has published several
books and many articles in English and Persian. ORCID:
2 A Lecturer of Entrepreneurship at Ondokuz Mayis University. Her research interests include
Entrepreneurship Development, Entrepreneurial University, HE systems and Social Entrepreneurship.
She is also an Entrepreneurship Development / International Credit Mobility Coordinator at the
International Relation’s Oce, responsible for creating and implementing institutional projects. In
addition, she has been working on national and international applied research projects in the field of
Entrepreneurship Education and Social Entrepreneurship. She has studied and worked in dierent
countries for over 20 years including UK, Italy, Iran, Jordan, Turkey and Maldives. She is also a
consultant, providing expert advice on internationalisation strategy at ICID. ORCID: https://orcid.
org/0000-0002-8253-7340. Email:
3 Iranian researcher in media management. He has earned an M.A. in media management at Allameh
Tabataba’i University of faculty of communication. His areas of interest include media economics,
media branding and resilience of media organizations. He is the author of the book resilience Iranian
news agencies in natural disasters. Also, Ghanbary has worked as a journalist in Iranian news agencies.
ORCID: Email:
4 A researcher and member of Iran’s Elite, moreover he is educator and expert in statistical analysis
and econometrics as his main areas of interest. He has Master of Business Administration from Islamic
Azad university of Rasht, Iran. He is author of papers published by Springer and Elsevier publishers on
green entrepreneurship, green innovation, SMEs performance, Social Media. Ebrahimi is also author
of these books: relationship marketing, loyalty of sports fans, entrepreneurship and factors aecting it,
risk management and insurance, the bases of management in the organization, the bases of modern
banking, Guilds and resistive economy and statistical analysis with PLS-R. ORCID: https://orcid.
org/0000-0003-0125-3707. Email:
AD-minister Nº. 34 january - june 2019 pp. 33 - 50 · ISSN 1692-0279 · eISSN 2256-4322
Taher Roshandel Arbatani · Hiroko Kawamorita · Saeid Ghanbary · Pejman Ebrahimi
Modelling Media Entrepreneurship in Social Media: SEM and MLP-ANN Approach
categorizan 23 factores en cinco grupos. Cuatro grupos de empresa, recursos, estrategia y producto son los
controlables y la infraestructura es el grupo incontrolable. En la investigación actual, estos grupos se consideran
como variables y los factores se utilizan como medidas. En una encuesta, 305 estudiantes iraníes respondieron
un cuestionario. Las metodologías SEM (modelo de ecuaciones estructurales) y MLP-ANN (red neuronal artificial
basada en el perceptrón multicapa) utilizados para el análisis. Los resultados muestran que los recursos están
en la posición más alto, la estrategia y la infraestructura se ubican en el segundo y tercer lugar, y la empresa
y el producto en el más bajo. Este modelo se puede utilizar como base para desarrollar más investigaciones
cuantitativas en el tema del emprendimiento de medios.
Emprendimiento de medios, emprendimiento de redes sociales, acción empresarial, SEM, MLP-ANN
Entrepreneurship is important in the national and global economies today so that, it
main engine of economic growth and prosperity (Boufaden, 2013; Dutta, Roy, & Sobel,
2009). Small and medium-sized enterprises (SMEs) in the European Union account
for 99 % of the total employment (European Commission, 2016) and In the United
States, small entrepreneurs have created employment between 2.5 million and 4.7
million each year from 1994 to 2015 (bls, 2016). Khajeheian (2014) the eective role of
entrepreneurship in developing countries has attracted attention; Iran is one of these
countries. In recent years, entrepreneurship has increased in Iran. World statistics
show In 2018, Iran ranked 72 with an increase of 13 in the world’s 137 countries (Acs,
Szerb, Lafuente, & Lloyd, 2018). Although the census points out that growth is in
Iran but these show Iran’s unfavorable position, part of this is due to government
policy. Accordingly, one of Iran’s researches identifies the gap between government-
related entrepreneurship programs in Iran with global indicators of increasing
levels of government-led entrepreneurship activities, such as reforming government
policies and laws for the success of Iranian entrepreneurs (Modaresi & Davodi,
2015). Statistics showed In 2015 Of the nascent Iranian entrepreneurs who entered
the entrepreneurial world in the last three years, 7 % reached the stage of stability;
also 4 % went out of their businesses this year (IRNA, 2016) Therefore, it is felt that
entrepreneurship in Iran needs a model But we don’t have this kind of model. This
study seeks to provide a model for the success of media entrepreneurship in Iran.
Media entrepreneurship is important because, in the era of knowledge economy,
media industries can become the engine of economic development (Hollifield, 2003:
101). In this research, based on the framework Khajeheian (2013) the success factors
of media entrepreneurs are modeled in an entrepreneurial way. We first identify the
relationship between the variables by using our structural equations modeling, and
then the accuracy of the proposed model is determined according to the mentioned
framework, and the importance of the factors of this model, is determined. This
research, on the one hand, has led to a strengthening of media entrepreneurship
literature, whose weakness was emphasized by Khajehian (2017) and on the other
hand, innovation is in the methodology.

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