Factors Influencing the Transition from Media Consumer to Participant among Subscribers of the Facebook Page of the Shiite Endowment Office of Iraq

Abstract

The present study aims to identify and explain the factors influencing the transition from media consumers to active participants among subscribers of the Facebook page of the Shiite Endowment Office of Iraq. Methodologically, the study employs a qualitative grounded theory approach alongside a descriptive quantitative design. The qualitative population consisted of experts and specialists familiar with media studies and the Facebook page under investigation. Using the snowball sampling method, theoretical saturation was achieved with 18 participants. The quantitative population included all subscribers of the Facebook page of the Shiite Endowment Office of Iraq, totaling 8,000 individuals affiliated with the organization. Based on Morgan’s table, a sample size of 351 participants was determined for the quantitative phase. Data collection was conducted in three stages: library research, fieldwork using interviews, and fieldwork using questionnaires. In the qualitative section, the procedures included transcription of discussions (open coding), line-by-line reading of the data, extraction of concepts and key statements, formation of initial categories and classes (axial coding), classification of data, identification of subcategories, and formation of final categories (selective coding) by linking categories to each other. To obtain the necessary data for hypothesis testing, a questionnaire was employed as the primary instrument, and its reliability was assessed using Cronbach’s alpha. The analysis of the data revealed several factors influencing the transition from media consumers to media participants, including: intrinsic motivations of participants (interest in religious topics), extrinsic motivations (obtaining social credibility), individual factors, spiritual and ideological motivations, social factors, a sense of belonging to a like-minded community, feelings of identity and community attachment, perceived transparency, neutrality, and relevance of content to user needs, opportunities for two-way interaction and managerial responsiveness, perceived influence and visibility by others, increased internet access, the emergence of social networks and expansion of digital tools, proximity of media to its audience, growth of the audience and the media’s target community, expansion and development of media content, facilitation of media use, among others.