The concept of news marketing in financial markets is a new and innovative concept developed in the field of business and the interaction of media activities with financial markets. News marketing is a desirable model designed to explore the concepts related to the four elements. Communication in the social system on the topic of news and marketing is based on the views of activists and analysts in the financial and media markets. In this study, identifying the factors influencing the desirable and effective model of news production in financial markets has been shown that the news in financial markets is subject to demand like any other market and in order to guide it the mentioned factors should be considered and analyzed. . In addition to gaining a significant share of financial market audiences, the model can also reflect the type of thinking of financial market policy makers.
This research aims to identify the optimal model of news marketing in the field of financial markets and emphasize factors such as dimensions and components of news marketing including news organization, news content, news messenger (audience) and all the effects and consequences of the search and sales process. The news comes; it's done. The present study is of practical purpose and in terms of a hybrid approach, thus having a quantitative role in the forum review phase and in the Q factor analysis stage. In order to identify the desired model of news marketing, the necessary data were collected from the participants through interviews and Qualitative methodology was used for analysis. The statistical population of this research is comprised of senior executives and senior executives in two areas of capital market and media. A purposive non-probability sampling method was used and finally 30 individuals from two domains were considered for this study. The research results indicate that financial market participants also follow an independent and responsible approach that can operate in the financial markets without government dependence and with the freedom to freely disseminate information. In the desired model obtained by examining the content elements and audience of the news marketing as well as the elements of social work and the office and the marketing agency, the most important factors affecting the quality and attractiveness of the financial market news and gaining more share and identifying the financial market policy elements.
Keywords: News Marketing, Financial Markets, Tehran Stock Exchange, Q Methodology