farshid khodadost; eghbaleh azizkhani; Soroush Fathi
Abstract
The study is to analyze the consumption lifestyle of the youth of Ardabil province according to their experience of media communication. The research method was mixed (qualitative-quantitative). It was Grounded Theory in the qualitative part and survey in the quantitative part. The research participants ...
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The study is to analyze the consumption lifestyle of the youth of Ardabil province according to their experience of media communication. The research method was mixed (qualitative-quantitative). It was Grounded Theory in the qualitative part and survey in the quantitative part. The research participants in the qualitative part were experts, university professors and parents, and the statistical population in the qualitative part was the youth of Ardabil province, who were selected by purposeful sampling (Snowball sampling) and in the quantitative part, they were selected through random stratified sampling. The data collection tool in the qualitative part was semi-structured interviews and in the quantitative part through a questionnaire. The analysis method was done in the qualitative part through theme analysis and MaxQuda software, and in the quantitative part it was done through structural equations and Smart PLS software. In the qualitative part, the results led to the identification of 184 basic themes. Then, in order to determine the causal, contextual, central, intervening, strategies and consequences categories, the research paradigm model was developed. In the quantitative part, the results led to the verification of the developed model. Therefore, using the findings of this research can help in formulating correct policies and decisions in the field of youth consumption lifestyle and also in adopting correct policies in the field of media communication.
