Empirical Analysis and Validation of the Artificial Intelligence Application Management Model in Online Media of Khuzestan Province
Keywords:
Artificial Intelligence, Media Management, Online News Platforms, Management Model, Khuzestan ProvinceAbstract
Recent developments in digital media indicate that artificial intelligence, as a strategic technology, can play a significant role in enhancing the production, processing, and management of news content. The present study was conducted with the aim of empirically analyzing and validating a management model for the application of artificial intelligence in online news platforms in Khuzestan Province. This research employed an exploratory mixed-methods design. In the qualitative phase, the components of the model were identified through semi-structured interviews with media managers, editors-in-chief, experienced journalists, and technical experts. Qualitative data were analyzed using a grounded theory approach through open, axial, and selective coding. In the quantitative phase, a researcher-developed questionnaire based on the qualitative findings was designed using a Likert scale and distributed among a purposively selected sample of media professionals. The validity of the instrument was assessed through expert judgment and construct validity indices, while its reliability was evaluated using Cronbach’s alpha and composite reliability. The findings revealed that the management of artificial intelligence applications in online media encompasses multiple dimensions, including content production, data analysis, personalization, publication management, and ethical governance. Consequently, the development of a localized and structured model for the responsible utilization of artificial intelligence in online media is essential.
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Copyright (c) 2025 Seyed Fakhreddin Taherzadeh Mousavian (Author); Naser Khani; Mojgan Bahrami (Author)
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