Identification and Prioritization of Media Influencing Indicators on Fashion and Clothing in Iran: A Qualitative Study

Abstract

This study aimed to identify, prioritize, and conceptualize the indicators influencing media roles in shaping fashion and clothing patterns in Iran by developing a culturally grounded model. A qualitative Delphi-based design was applied, involving 14 experts from media, fashion, and clothing sectors, selected through purposive and snowball sampling. An initial pool of 135 indicators extracted from meta-analysis was refined through three Delphi rounds to 120 final indicators. Open-ended and Likert-scale questionnaires were used for data collection. Kendall’s coefficient of concordance measured expert agreement, and Friedman’s test was employed to rank the indicators. Results revealed 14 key dimensions and 120 validated indicators significantly influencing media performance in the fashion domain. Kendall’s coefficient in the third round (W = 0.491, p = 0.000) indicated substantial agreement among experts. Friedman’s ranking showed “national branding,” “social media platforms,” “electronic commerce,” “virtual stores,” and “live shows” as top influential indicators. The final framework was structured into four layers: infrastructural, process-oriented, communicative, and outcome-oriented, with the outcome layer—particularly the “clothing” dimension—emerging as the strongest output factor affected by media. The study provides a comprehensive and indigenous analytical model that clarifies how media shape fashion consumption, cultural identity, and clothing preferences in Iran. The findings highlight the central role of national branding, digital media ecosystems, and cultural identity-building in guiding strategic policy, content production, and the development of native media platforms in the fashion industry.