مطالعات مدیریت کسب و کار هوشمند
مطالعات مدیریت کسب و کار هوشمند

اقتصاد توجه در عصر دیجیتال : نبرد برندها برای جذب مشتری در کسب و کارهای هوشمند

مقالات آماده انتشار

نوع مقاله : مقاله پژوهشی

نویسندگان

عبدالله ساعدی 1
فاطمه حدادی 2
سارا میر 2

1 استادیار گروه مدیریت ، دانشکده اقتصاد و مدیریت، دانشگاه لرستان، خرم آباد، ایران

2 دانشجوی کارشناسی ارشد، دانشکده مدیریت و اقتصاد، دانشگاه لرستان، خرم آباد، ایران

https://doi.org/10.22054/ims.2026.90917.2754
چکیده
اقتصاد توجه چارچوبی تحلیلی است که توجه انسان را به‌عنوان منبعی کمیاب و محدود در نظر می‌گیرد و بررسی می‌کند که چگونه کسب و کارها برای جذب، تخصیص و بهره‌برداری از این منبع در عصر فناوری، رقابت می‌کنند. پژوهش حاضر با هدف اقتصاد توجه در عصر دیجیتال: نبرد برندها برای جذب مشتری در کسب و کارهای هوشمند انجام پذیرفت. جامعه آماری پژوهش اساتید و مدیران کسب و کارهای هوشمند می‌باشند که با استفاده از روش نمونه‌گیری هدفمند 22 نفر انتخاب شدند. ابزار گردآوری اطلاعات در بخش کیفی مصاحبه که روایی و پایایی آن با استفاده از روایی محتوایی و روش پایایی سنجی درون کدگذار و برون کدگذار انجام شد. در بخش کمی، ابزار گردآوری داده‌ها، پرسشنامه بود که روایی وپایایی آن روایی محتوایی و پایایی باز آزمون، تائید شد. لازم به ذکر است که داده‌های کیفی با استفاده از نرم‌افزار مکس کیو دی و روش تحلیل محتوا مورد بررسی و همچنین داده‌های کمی با روش نقشه شناختی فازی مورد تحلیل قرار گرفت. یافته ها حکایت از آن دارد که بهینه سازی موتورهای جستجو، داستان سرایی برند،، اصالت سازی برند، همکاری با اینفلوئنسرها، الگوریتم های هدف گیری تبلیغات و بازی وارسازی به ترتیب مهمترین عوامل موثر اقتصاد توجه در کسب وکارهای هوشمند می باشند.

کلیدواژه‌ها

اقتصاد توجه
نبرد برندها
داستان سرایی برند
مهندسی هوشمندانه توجه
کسب وکارهای هوشمند
موضوعات

عنوان مقاله English

Attention Economy in Digital Age: Brands' Battle for Customer Attraction in Smart Businesses

نویسندگان English

Abdullah Saedi 1
Fatemeh Hadadi 2
Sara Miir 2
1 Assistant Professor, Department of Management, Faculty of Management and Economics, Lorestan University, Khorramabad, Iran
2 Master's student, Faculty of Management and Economics, Lorestan University, Khorramabad, Iran
چکیده English

The attention economy is an analytical framework that considers human attention as a scarce and limited resource and examines how businesses compete to attract, allocate, and exploit this resource in the age of technology. The present study was conducted with the aim of Attention Economy in the Digital Age: Brands' Battle for Customer Acquisition in Smart Businesses. The statistical population of the study is professors and managers of smart businesses, who were selected using a purposive sampling method of 22 people. The data collection tool in the qualitative part was an interview, the validity and reliability of which were assessed using content validity and intra-coder and extra-coder reliability methods. In the quantitative part, the data collection tool was a questionnaire, the validity and reliability of which were confirmed by content validity and test-retest reliability. It should be noted that the qualitative data were examined using MaxQD software and the content analysis method, and the quantitative data were analyzed using the fuzzy cognitive map method. The findings indicate that search engine optimization, brand storytelling, brand authenticity, collaboration with influencers, advertising targeting algorithms, and gamification are, respectively, the most important factors influencing the attention economy in smart businesses

کلیدواژه‌ها English

Attention Economy
Brands Battle
Brand Storytelling
Smart Attention Engineering
Smart Businesses
  1. تقوی فرد، محمد تقی، حنفی زداده، پیام، مهری، سعیده و رئیسی وانانی، ایمان (1404). تغییر مدل کسب وکار استارتاپ ها از طریق رویکرد مبتنی بر الگو مدل کسب و کار، مطالعات مدیریت کسب و کار هوشمند، 13)52(و 231-270. DOI: 10.22054/ims.2025.83760.2562
  2. روشندل اربطانی، طاهر، ساروخانی، باقر و محمدپور، علیرضا. (1401). پیشایندهای جذب توجه کاربران در اقتصاد توجه (مورد مطالعه: شبکه اجتماعی اینستاگرام). مطالعات و تحقیقات اجتماعی در ایران، 11(1)، 143-166. Doi: 10.22059/JISR.2022.308945.1111

 

References

  1. Aridor, G (2025). Measuring Substitution Patterns in the Attention Economy: An Experimental Approach, The RAND Journal of Economics, 56(3), 302-324. https://doi.org/10.1111/1756-2171.70001.
  2. Bhargava, V. R., & Velasquez, M. (2021). Ethics of the attention economy: The problem of social media addiction. Business Ethics Quarterly, 31(3), 321–359. https://doi.org/10.1017/beq.2020.32.
  3. Bocken, N. M., De Pauw, I., Bakker, C. & van der Grinten, B. (2016). Product design and business model strategies for a circular economy. Journal of Industrial and Production  Engineering, 33(5), 308-320. https://doi.org/10.1080/21681015.2016.1172124.
  4. Brick, D. J., & Thomas, V. L. (2024). (In)attention to attractive brand alternatives. Marketing Letters, 36(3), 313–325. https://doi.org/10.1007/s11002-024-09752-4
  5. Brynjolfsson, E., Kim, S.T & Oh, J (2023). The Attention Economy: Measuring the Value of Free Goods on the Internet, Information Systems Research, 35(3), 917-936. https://doi.org/10.1287/isre.2021.0153.
  6. Ciampaglia, G., Flammini, A & Menczer, F (2015). The production of information in the attention economy, INFORMATION TECHNOLOGY COMPLEX NETWORKS, 5, 1-6. DOI: 10.1038/srep09452.
  7. Czaja, M., Dzik-Walcza, A., Kopczewsk, T & Urban, B (2024). The Attention Economy: How Social Media Influencers Are Redefining Marketing Engagement, 1-19. doi: 10.20944/preprints202408.1443.v1.
  8. Doyle, W (2019). Brand Communication and the Attention Economy, Communication in the Era of Attention Scarcity, 14(3), 49-61. https://doi.org/10.1007/978-3-030-20918-6_5.
  9. Goldfarb, A., & Tucker, C. (2019). Digital economics. Journal of Economic Literature, 57(1), 3–43. https://doi.org/10.1257/jel.20171452
  10. Heitmayer, M. (2025). The second wave of attention economics: Attention as a universal symbolic currency on social media and beyond. Interacting with Computers, 37(1), 18–29. https://doi.org/10.1093/iwc/iwae035.
  11. Hyland, K. (2023). Academic publishing and the attention economy. Journal of English for Academic Purposes, 64, 101253. https://doi.org/10.1016/j.jeap.2023.101253.
  12. Ilyina, A. (2025). Media advertising as human capital: the attention economy and its challenges. International Science Journal of Management, Economics & Finance, 4(5), 96-109. https://doi.org/10.46299/j.isjmef.20250405.06
  13. Li, T., Wang, S., Zhou, D., & Razzaq, A. (2025). Consumer attention and market concentration in e-commerce: An agent-based perspective. Journal of Economic Interaction and Coordination. 20(1), 959–985. https://doi.org/10.1007/s11403-025-00443-5.
  14. Liang, M (2021). The end of social media? How data attraction model in the algorithmic media reshapes the attention economy, Media, Culture & Society, 44(6), https://doi.org/10.1177/01634437221077168.
  15. Mariani, I (2025). Regulating the Attention Economy: The Possibilities and Limits of Antitrust, Politics & Society, 17(3), 76-92. https://doi.org/10.1177/00323292251375901.
  16. Marković, S., Popović, G., & Andjelković, L. (2024). Mastering the Attention Economy: Strategies for Competing on Digital Platforms. Fusion of Multidisciplinary Research, 5(1), 569–590, https://doi.org/10.63995/PGJE3232
  17. Marshall, D (2021). The commodified celebrity-self: industrialized agency and the contemporary attention economy, Popular Communication The International Journal of Media and Culture, 19(3), 164-177. https://doi.org/10.1080/15405702.2021.1923718.
  18. Marwick, A. E. (2015). Instafame: Luxury selfies in the attention economy. Public culture, 27(1 (75)), 137-160. doi 10.1215/08992363-2798379.
  19. Nixon, B (2017). The business of news in the attention economy: Audience labor and MediaNews Group’s efforts to capitalize on news consumption, Journalism, 21(1). https://doi.org/10.1177/1464884917719145.
  20. Pendergrass, W., Johnson, M., Bacarella, R & Pendergrass, P (2025). A strategic cycle of slop: Understanding the commodification of AI feculence and its place in the attention economy, 26(4), 417-432. DOI: https://doi.org/10.48009/4_iis_2025_134.
  21. Petersen, M (2025). University digital media co-occurrence networks reveal structure and dynamics of brand visibility in the attention economy, HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS. 12(1), 1-13. https://doi.org/10.1057/s41599-025-04419-5.
  22. Simon, H.A. (1971). Designing organizations for an information-rich world. In Martin Greenberger (ed.), Computers, Communication, and the Public Interest. Baltimore, MD: The Johns Hopkins Press, 37-72.
  23. Smith, A.N & Fischer, E. (2021).Pay attention, please! Person brand building in organized online attention economies. of the Acad. Mark. Sci. 49, 258–279. https://doi.org/10.1007/s11747-020-00736-0
  24. Törnberg, P (2025). Social Media Imaginaries and the City: How the Attention Economy Is Reshaping Urban Built Environments, Social Media + Society, 7(1), 38- 52. https://doi.org/10.1177/20563051251323389.
  25. White, D.J. (2024). Paying attention to attention: psychological realism and the attention economy. Synthese 203(43), 1-14. https://doi.org/10.1007/s11229-023-04460-4.
  26. Wu, F., & Huberman, B. A. (2007). Novelty and collective attention. Proceedings of the National Academy of Sciences, 104(45), 17599–17601. https://doi.org/10.1073/pnas.0704916104.

 

References [In Persian]

  1. Taghavi Fard, M. T., Hanafi Zadadeh, P, Mehri, S., & Raisi Vanani, (2025). Changing the Business Model of Startups through a Business Model Model-Based Approach, Business Intelligence Management Studies, 13(52), 231-270. DOI: 10.22054/ims.2025.83760.2562.
  2. Roshandel Arbatani, T., Sarukhani, B., & Mohammadpour, A. (2023). Antecedents of Attracting Users' Attention in the Attention Economy (Case Study: Instagram Social Network). Social Studies and Research in Iran, 11(1), 143-166. Doi: 10.22059/JISR.2022.308945.1111

 

 

  1. تقوی فرد، محمد تقی، حنفی زداده، پیام، مهری، سعیده و رئیسی وانانی، ایمان (1404). تغییر مدل کسب وکار استارتاپ ها از طریق رویکرد مبتنی بر الگو مدل کسب و کار، مطالعات مدیریت کسب و کار هوشمند، 13)52(و 231-270. DOI: 10.22054/ims.2025.83760.2562
  2. روشندل اربطانی، طاهر، ساروخانی، باقر و محمدپور، علیرضا. (1401). پیشایندهای جذب توجه کاربران در اقتصاد توجه (مورد مطالعه: شبکه اجتماعی اینستاگرام). مطالعات و تحقیقات اجتماعی در ایران، 11(1)، 143-166. Doi: 10.22059/JISR.2022.308945.1111

 

References

  1. Aridor, G (2025). Measuring Substitution Patterns in the Attention Economy: An Experimental Approach, The RAND Journal of Economics, 56(3), 302-324. https://doi.org/10.1111/1756-2171.70001.
  2. Bhargava, V. R., & Velasquez, M. (2021). Ethics of the attention economy: The problem of social media addiction. Business Ethics Quarterly, 31(3), 321–359. https://doi.org/10.1017/beq.2020.32.
  3. Bocken, N. M., De Pauw, I., Bakker, C. & van der Grinten, B. (2016). Product design and business model strategies for a circular economy. Journal of Industrial and Production  Engineering, 33(5), 308-320. https://doi.org/10.1080/21681015.2016.1172124.
  4. Brick, D. J., & Thomas, V. L. (2024). (In)attention to attractive brand alternatives. Marketing Letters, 36(3), 313–325. https://doi.org/10.1007/s11002-024-09752-4
  5. Brynjolfsson, E., Kim, S.T & Oh, J (2023). The Attention Economy: Measuring the Value of Free Goods on the Internet, Information Systems Research, 35(3), 917-936. https://doi.org/10.1287/isre.2021.0153.
  6. Ciampaglia, G., Flammini, A & Menczer, F (2015). The production of information in the attention economy, INFORMATION TECHNOLOGY COMPLEX NETWORKS, 5, 1-6. DOI: 10.1038/srep09452.
  7. Czaja, M., Dzik-Walcza, A., Kopczewsk, T & Urban, B (2024). The Attention Economy: How Social Media Influencers Are Redefining Marketing Engagement, 1-19. doi: 10.20944/preprints202408.1443.v1.
  8. Doyle, W (2019). Brand Communication and the Attention Economy, Communication in the Era of Attention Scarcity, 14(3), 49-61. https://doi.org/10.1007/978-3-030-20918-6_5.
  9. Goldfarb, A., & Tucker, C. (2019). Digital economics. Journal of Economic Literature, 57(1), 3–43. https://doi.org/10.1257/jel.20171452
  10. Heitmayer, M. (2025). The second wave of attention economics: Attention as a universal symbolic currency on social media and beyond. Interacting with Computers, 37(1), 18–29. https://doi.org/10.1093/iwc/iwae035.
  11. Hyland, K. (2023). Academic publishing and the attention economy. Journal of English for Academic Purposes, 64, 101253. https://doi.org/10.1016/j.jeap.2023.101253.
  12. Ilyina, A. (2025). Media advertising as human capital: the attention economy and its challenges. International Science Journal of Management, Economics & Finance, 4(5), 96-109. https://doi.org/10.46299/j.isjmef.20250405.06
  13. Li, T., Wang, S., Zhou, D., & Razzaq, A. (2025). Consumer attention and market concentration in e-commerce: An agent-based perspective. Journal of Economic Interaction and Coordination. 20(1), 959–985. https://doi.org/10.1007/s11403-025-00443-5.
  14. Liang, M (2021). The end of social media? How data attraction model in the algorithmic media reshapes the attention economy, Media, Culture & Society, 44(6), https://doi.org/10.1177/01634437221077168.
  15. Mariani, I (2025). Regulating the Attention Economy: The Possibilities and Limits of Antitrust, Politics & Society, 17(3), 76-92. https://doi.org/10.1177/00323292251375901.
  16. Marković, S., Popović, G., & Andjelković, L. (2024). Mastering the Attention Economy: Strategies for Competing on Digital Platforms. Fusion of Multidisciplinary Research, 5(1), 569–590, https://doi.org/10.63995/PGJE3232
  17. Marshall, D (2021). The commodified celebrity-self: industrialized agency and the contemporary attention economy, Popular Communication The International Journal of Media and Culture, 19(3), 164-177. https://doi.org/10.1080/15405702.2021.1923718.
  18. Marwick, A. E. (2015). Instafame: Luxury selfies in the attention economy. Public culture, 27(1 (75)), 137-160. doi 10.1215/08992363-2798379.
  19. Nixon, B (2017). The business of news in the attention economy: Audience labor and MediaNews Group’s efforts to capitalize on news consumption, Journalism, 21(1). https://doi.org/10.1177/1464884917719145.
  20. Pendergrass, W., Johnson, M., Bacarella, R & Pendergrass, P (2025). A strategic cycle of slop: Understanding the commodification of AI feculence and its place in the attention economy, 26(4), 417-432. DOI: https://doi.org/10.48009/4_iis_2025_134.
  21. Petersen, M (2025). University digital media co-occurrence networks reveal structure and dynamics of brand visibility in the attention economy, HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS. 12(1), 1-13. https://doi.org/10.1057/s41599-025-04419-5.
  22. Simon, H.A. (1971). Designing organizations for an information-rich world. In Martin Greenberger (ed.), Computers, Communication, and the Public Interest. Baltimore, MD: The Johns Hopkins Press, 37-72.
  23. Smith, A.N & Fischer, E. (2021).Pay attention, please! Person brand building in organized online attention economies. of the Acad. Mark. Sci. 49, 258–279. https://doi.org/10.1007/s11747-020-00736-0
  24. Törnberg, P (2025). Social Media Imaginaries and the City: How the Attention Economy Is Reshaping Urban Built Environments, Social Media + Society, 7(1), 38- 52. https://doi.org/10.1177/20563051251323389.
  25. White, D.J. (2024). Paying attention to attention: psychological realism and the attention economy. Synthese 203(43), 1-14. https://doi.org/10.1007/s11229-023-04460-4.
  26. Wu, F., & Huberman, B. A. (2007). Novelty and collective attention. Proceedings of the National Academy of Sciences, 104(45), 17599–17601. https://doi.org/10.1073/pnas.0704916104.

 

References [In Persian]

  1. Taghavi Fard, M. T., Hanafi Zadadeh, P, Mehri, S., & Raisi Vanani, (2025). Changing the Business Model of Startups through a Business Model Model-Based Approach, Business Intelligence Management Studies, 13(52), 231-270. DOI: 10.22054/ims.2025.83760.2562.
  2. Roshandel Arbatani, T., Sarukhani, B., & Mohammadpour, A. (2023). Antecedents of Attracting Users' Attention in the Attention Economy (Case Study: Instagram Social Network). Social Studies and Research in Iran, 11(1), 143-166. Doi: 10.22059/JISR.2022.308945.1111

 

 

 

 

v

  1. تقوی فرد، محمد تقی، حنفی زداده، پیام، مهری، سعیده و رئیسی وانانی، ایمان (1404). تغییر مدل کسب وکار استارتاپ ها از طریق رویکرد مبتنی بر الگو مدل کسب و کار، مطالعات مدیریت کسب و کار هوشمند، 13)52(و 231-270. DOI: 10.22054/ims.2025.83760.2562
  2. روشندل اربطانی، طاهر، ساروخانی، باقر و محمدپور، علیرضا. (1401). پیشایندهای جذب توجه کاربران در اقتصاد توجه (مورد مطالعه: شبکه اجتماعی اینستاگرام). مطالعات و تحقیقات اجتماعی در ایران، 11(1)، 143-166. Doi: 10.22059/JISR.2022.308945.1111

 

References

  1. Aridor, G (2025). Measuring Substitution Patterns in the Attention Economy: An Experimental Approach, The RAND Journal of Economics, 56(3), 302-324. https://doi.org/10.1111/1756-2171.70001.
  2. Bhargava, V. R., & Velasquez, M. (2021). Ethics of the attention economy: The problem of social media addiction. Business Ethics Quarterly, 31(3), 321–359. https://doi.org/10.1017/beq.2020.32.
  3. Bocken, N. M., De Pauw, I., Bakker, C. & van der Grinten, B. (2016). Product design and business model strategies for a circular economy. Journal of Industrial and Production  Engineering, 33(5), 308-320. https://doi.org/10.1080/21681015.2016.1172124.
  4. Brick, D. J., & Thomas, V. L. (2024). (In)attention to attractive brand alternatives. Marketing Letters, 36(3), 313–325. https://doi.org/10.1007/s11002-024-09752-4
  5. Brynjolfsson, E., Kim, S.T & Oh, J (2023). The Attention Economy: Measuring the Value of Free Goods on the Internet, Information Systems Research, 35(3), 917-936. https://doi.org/10.1287/isre.2021.0153.
  6. Ciampaglia, G., Flammini, A & Menczer, F (2015). The production of information in the attention economy, INFORMATION TECHNOLOGY COMPLEX NETWORKS, 5, 1-6. DOI: 10.1038/srep09452.
  7. Czaja, M., Dzik-Walcza, A., Kopczewsk, T & Urban, B (2024). The Attention Economy: How Social Media Influencers Are Redefining Marketing Engagement, 1-19. doi: 10.20944/preprints202408.1443.v1.
  8. Doyle, W (2019). Brand Communication and the Attention Economy, Communication in the Era of Attention Scarcity, 14(3), 49-61. https://doi.org/10.1007/978-3-030-20918-6_5.
  9. Goldfarb, A., & Tucker, C. (2019). Digital economics. Journal of Economic Literature, 57(1), 3–43. https://doi.org/10.1257/jel.20171452
  10. Heitmayer, M. (2025). The second wave of attention economics: Attention as a universal symbolic currency on social media and beyond. Interacting with Computers, 37(1), 18–29. https://doi.org/10.1093/iwc/iwae035.
  11. Hyland, K. (2023). Academic publishing and the attention economy. Journal of English for Academic Purposes, 64, 101253. https://doi.org/10.1016/j.jeap.2023.101253.
  12. Ilyina, A. (2025). Media advertising as human capital: the attention economy and its challenges. International Science Journal of Management, Economics & Finance, 4(5), 96-109. https://doi.org/10.46299/j.isjmef.20250405.06
  13. Li, T., Wang, S., Zhou, D., & Razzaq, A. (2025). Consumer attention and market concentration in e-commerce: An agent-based perspective. Journal of Economic Interaction and Coordination. 20(1), 959–985. https://doi.org/10.1007/s11403-025-00443-5.
  14. Liang, M (2021). The end of social media? How data attraction model in the algorithmic media reshapes the attention economy, Media, Culture & Society, 44(6), https://doi.org/10.1177/01634437221077168.
  15. Mariani, I (2025). Regulating the Attention Economy: The Possibilities and Limits of Antitrust, Politics & Society, 17(3), 76-92. https://doi.org/10.1177/00323292251375901.
  16. Marković, S., Popović, G., & Andjelković, L. (2024). Mastering the Attention Economy: Strategies for Competing on Digital Platforms. Fusion of Multidisciplinary Research, 5(1), 569–590, https://doi.org/10.63995/PGJE3232
  17. Marshall, D (2021). The commodified celebrity-self: industrialized agency and the contemporary attention economy, Popular Communication The International Journal of Media and Culture, 19(3), 164-177. https://doi.org/10.1080/15405702.2021.1923718.
  18. Marwick, A. E. (2015). Instafame: Luxury selfies in the attention economy. Public culture, 27(1 (75)), 137-160. doi 10.1215/08992363-2798379.
  19. Nixon, B (2017). The business of news in the attention economy: Audience labor and MediaNews Group’s efforts to capitalize on news consumption, Journalism, 21(1). https://doi.org/10.1177/1464884917719145.
  20. Pendergrass, W., Johnson, M., Bacarella, R & Pendergrass, P (2025). A strategic cycle of slop: Understanding the commodification of AI feculence and its place in the attention economy, 26(4), 417-432. DOI: https://doi.org/10.48009/4_iis_2025_134.
  21. Petersen, M (2025). University digital media co-occurrence networks reveal structure and dynamics of brand visibility in the attention economy, HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS. 12(1), 1-13. https://doi.org/10.1057/s41599-025-04419-5.
  22. Simon, H.A. (1971). Designing organizations for an information-rich world. In Martin Greenberger (ed.), Computers, Communication, and the Public Interest. Baltimore, MD: The Johns Hopkins Press, 37-72.
  23. Smith, A.N & Fischer, E. (2021).Pay attention, please! Person brand building in organized online attention economies. of the Acad. Mark. Sci. 49, 258–279. https://doi.org/10.1007/s11747-020-00736-0
  24. Törnberg, P (2025). Social Media Imaginaries and the City: How the Attention Economy Is Reshaping Urban Built Environments, Social Media + Society, 7(1), 38- 52. https://doi.org/10.1177/20563051251323389.
  25. White, D.J. (2024). Paying attention to attention: psychological realism and the attention economy. Synthese 203(43), 1-14. https://doi.org/10.1007/s11229-023-04460-4.
  26. Wu, F., & Huberman, B. A. (2007). Novelty and collective attention. Proceedings of the National Academy of Sciences, 104(45), 17599–17601. https://doi.org/10.1073/pnas.0704916104.

 

References [In Persian]

  1. Taghavi Fard, M. T., Hanafi Zadadeh, P, Mehri, S., & Raisi Vanani, (2025). Changing the Business Model of Startups through a Business Model Model-Based Approach, Business Intelligence Management Studies, 13(52), 231-270. DOI: 10.22054/ims.2025.83760.2562.
  2. Roshandel Arbatani, T., Sarukhani, B., & Mohammadpour, A. (2023). Antecedents of Attracting Users' Attention in the Attention Economy (Case Study: Instagram Social Network). Social Studies and Research in Iran, 11(1), 143-166. Doi: 10.22059/JISR.2022.308945.1111

 

 

 

 

  1. تقوی فرد، محمد تقی، حنفی زداده، پیام، مهری، سعیده و رئیسی وانانی، ایمان (1404). تغییر مدل کسب وکار استارتاپ ها از طریق رویکرد مبتنی بر الگو مدل کسب و کار، مطالعات مدیریت کسب و کار هوشمند، 13)52(و 231-270. DOI: 10.22054/ims.2025.83760.2562
  2. روشندل اربطانی، طاهر، ساروخانی، باقر و محمدپور، علیرضا. (1401). پیشایندهای جذب توجه کاربران در اقتصاد توجه (مورد مطالعه: شبکه اجتماعی اینستاگرام). مطالعات و تحقیقات اجتماعی در ایران، 11(1)، 143-166. Doi: 10.22059/JISR.2022.308945.1111

 

References

  1. Aridor, G (2025). Measuring Substitution Patterns in the Attention Economy: An Experimental Approach, The RAND Journal of Economics, 56(3), 302-324. https://doi.org/10.1111/1756-2171.70001.
  2. Bhargava, V. R., & Velasquez, M. (2021). Ethics of the attention economy: The problem of social media addiction. Business Ethics Quarterly, 31(3), 321–359. https://doi.org/10.1017/beq.2020.32.
  3. Bocken, N. M., De Pauw, I., Bakker, C. & van der Grinten, B. (2016). Product design and business model strategies for a circular economy. Journal of Industrial and Production  Engineering, 33(5), 308-320. https://doi.org/10.1080/21681015.2016.1172124.
  4. Brick, D. J., & Thomas, V. L. (2024). (In)attention to attractive brand alternatives. Marketing Letters, 36(3), 313–325. https://doi.org/10.1007/s11002-024-09752-4
  5. Brynjolfsson, E., Kim, S.T & Oh, J (2023). The Attention Economy: Measuring the Value of Free Goods on the Internet, Information Systems Research, 35(3), 917-936. https://doi.org/10.1287/isre.2021.0153.
  6. Ciampaglia, G., Flammini, A & Menczer, F (2015). The production of information in the attention economy, INFORMATION TECHNOLOGY COMPLEX NETWORKS, 5, 1-6. DOI: 10.1038/srep09452.
  7. Czaja, M., Dzik-Walcza, A., Kopczewsk, T & Urban, B (2024). The Attention Economy: How Social Media Influencers Are Redefining Marketing Engagement, 1-19. doi: 10.20944/preprints202408.1443.v1.
  8. Doyle, W (2019). Brand Communication and the Attention Economy, Communication in the Era of Attention Scarcity, 14(3), 49-61. https://doi.org/10.1007/978-3-030-20918-6_5.
  9. Goldfarb, A., & Tucker, C. (2019). Digital economics. Journal of Economic Literature, 57(1), 3–43. https://doi.org/10.1257/jel.20171452
  10. Heitmayer, M. (2025). The second wave of attention economics: Attention as a universal symbolic currency on social media and beyond. Interacting with Computers, 37(1), 18–29. https://doi.org/10.1093/iwc/iwae035.
  11. Hyland, K. (2023). Academic publishing and the attention economy. Journal of English for Academic Purposes, 64, 101253. https://doi.org/10.1016/j.jeap.2023.101253.
  12. Ilyina, A. (2025). Media advertising as human capital: the attention economy and its challenges. International Science Journal of Management, Economics & Finance, 4(5), 96-109. https://doi.org/10.46299/j.isjmef.20250405.06
  13. Li, T., Wang, S., Zhou, D., & Razzaq, A. (2025). Consumer attention and market concentration in e-commerce: An agent-based perspective. Journal of Economic Interaction and Coordination. 20(1), 959–985. https://doi.org/10.1007/s11403-025-00443-5.
  14. Liang, M (2021). The end of social media? How data attraction model in the algorithmic media reshapes the attention economy, Media, Culture & Society, 44(6), https://doi.org/10.1177/01634437221077168.
  15. Mariani, I (2025). Regulating the Attention Economy: The Possibilities and Limits of Antitrust, Politics & Society, 17(3), 76-92. https://doi.org/10.1177/00323292251375901.
  16. Marković, S., Popović, G., & Andjelković, L. (2024). Mastering the Attention Economy: Strategies for Competing on Digital Platforms. Fusion of Multidisciplinary Research, 5(1), 569–590, https://doi.org/10.63995/PGJE3232
  17. Marshall, D (2021). The commodified celebrity-self: industrialized agency and the contemporary attention economy, Popular Communication The International Journal of Media and Culture, 19(3), 164-177. https://doi.org/10.1080/15405702.2021.1923718.
  18. Marwick, A. E. (2015). Instafame: Luxury selfies in the attention economy. Public culture, 27(1 (75)), 137-160. doi 10.1215/08992363-2798379.
  19. Nixon, B (2017). The business of news in the attention economy: Audience labor and MediaNews Group’s efforts to capitalize on news consumption, Journalism, 21(1). https://doi.org/10.1177/1464884917719145.
  20. Pendergrass, W., Johnson, M., Bacarella, R & Pendergrass, P (2025). A strategic cycle of slop: Understanding the commodification of AI feculence and its place in the attention economy, 26(4), 417-432. DOI: https://doi.org/10.48009/4_iis_2025_134.
  21. Petersen, M (2025). University digital media co-occurrence networks reveal structure and dynamics of brand visibility in the attention economy, HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS. 12(1), 1-13. https://doi.org/10.1057/s41599-025-04419-5.
  22. Simon, H.A. (1971). Designing organizations for an information-rich world. In Martin Greenberger (ed.), Computers, Communication, and the Public Interest. Baltimore, MD: The Johns Hopkins Press, 37-72.
  23. Smith, A.N & Fischer, E. (2021).Pay attention, please! Person brand building in organized online attention economies. of the Acad. Mark. Sci. 49, 258–279. https://doi.org/10.1007/s11747-020-00736-0
  24. Törnberg, P (2025). Social Media Imaginaries and the City: How the Attention Economy Is Reshaping Urban Built Environments, Social Media + Society, 7(1), 38- 52. https://doi.org/10.1177/20563051251323389.
  25. White, D.J. (2024). Paying attention to attention: psychological realism and the attention economy. Synthese 203(43), 1-14. https://doi.org/10.1007/s11229-023-04460-4.
  26. Wu, F., & Huberman, B. A. (2007). Novelty and collective attention. Proceedings of the National Academy of Sciences, 104(45), 17599–17601. https://doi.org/10.1073/pnas.0704916104.

 

References [In Persian]

  1. Taghavi Fard, M. T., Hanafi Zadadeh, P, Mehri, S., & Raisi Vanani, (2025). Changing the Business Model of Startups through a Business Model Model-Based Approach, Business Intelligence Management Studies, 13(52), 231-270. DOI: 10.22054/ims.2025.83760.2562.
  2. Roshandel Arbatani, T., Sarukhani, B., & Mohammadpour, A. (2023). Antecedents of Attracting Users' Attention in the Attention Economy (Case Study: Instagram Social Network). Social Studies and Research in Iran, 11(1), 143-166. Doi: 10.22059/JISR.2022.308945.1111

 

 

 

 

  1. تقوی فرد، محمد تقی، حنفی زداده، پیام، مهری، سعیده و رئیسی وانانی، ایمان (1404). تغییر مدل کسب وکار استارتاپ ها از طریق رویکرد مبتنی بر الگو مدل کسب و کار، مطالعات مدیریت کسب و کار هوشمند، 13)52(و 231-270. DOI: 10.22054/ims.2025.83760.2562
  2. روشندل اربطانی، طاهر، ساروخانی، باقر و محمدپور، علیرضا. (1401). پیشایندهای جذب توجه کاربران در اقتصاد توجه (مورد مطالعه: شبکه اجتماعی اینستاگرام). مطالعات و تحقیقات اجتماعی در ایران، 11(1)، 143-166. Doi: 10.22059/JISR.2022.308945.1111

 

References

  1. Aridor, G (2025). Measuring Substitution Patterns in the Attention Economy: An Experimental Approach, The RAND Journal of Economics, 56(3), 302-324. https://doi.org/10.1111/1756-2171.70001.
  2. Bhargava, V. R., & Velasquez, M. (2021). Ethics of the attention economy: The problem of social media addiction. Business Ethics Quarterly, 31(3), 321–359. https://doi.org/10.1017/beq.2020.32.
  3. Bocken, N. M., De Pauw, I., Bakker, C. & van der Grinten, B. (2016). Product design and business model strategies for a circular economy. Journal of Industrial and Production  Engineering, 33(5), 308-320. https://doi.org/10.1080/21681015.2016.1172124.
  4. Brick, D. J., & Thomas, V. L. (2024). (In)attention to attractive brand alternatives. Marketing Letters, 36(3), 313–325. https://doi.org/10.1007/s11002-024-09752-4
  5. Brynjolfsson, E., Kim, S.T & Oh, J (2023). The Attention Economy: Measuring the Value of Free Goods on the Internet, Information Systems Research, 35(3), 917-936. https://doi.org/10.1287/isre.2021.0153.
  6. Ciampaglia, G., Flammini, A & Menczer, F (2015). The production of information in the attention economy, INFORMATION TECHNOLOGY COMPLEX NETWORKS, 5, 1-6. DOI: 10.1038/srep09452.
  7. Czaja, M., Dzik-Walcza, A., Kopczewsk, T & Urban, B (2024). The Attention Economy: How Social Media Influencers Are Redefining Marketing Engagement, 1-19. doi: 10.20944/preprints202408.1443.v1.
  8. Doyle, W (2019). Brand Communication and the Attention Economy, Communication in the Era of Attention Scarcity, 14(3), 49-61. https://doi.org/10.1007/978-3-030-20918-6_5.
  9. Goldfarb, A., & Tucker, C. (2019). Digital economics. Journal of Economic Literature, 57(1), 3–43. https://doi.org/10.1257/jel.20171452
  10. Heitmayer, M. (2025). The second wave of attention economics: Attention as a universal symbolic currency on social media and beyond. Interacting with Computers, 37(1), 18–29. https://doi.org/10.1093/iwc/iwae035.
  11. Hyland, K. (2023). Academic publishing and the attention economy. Journal of English for Academic Purposes, 64, 101253. https://doi.org/10.1016/j.jeap.2023.101253.
  12. Ilyina, A. (2025). Media advertising as human capital: the attention economy and its challenges. International Science Journal of Management, Economics & Finance, 4(5), 96-109. https://doi.org/10.46299/j.isjmef.20250405.06
  13. Li, T., Wang, S., Zhou, D., & Razzaq, A. (2025). Consumer attention and market concentration in e-commerce: An agent-based perspective. Journal of Economic Interaction and Coordination. 20(1), 959–985. https://doi.org/10.1007/s11403-025-00443-5.
  14. Liang, M (2021). The end of social media? How data attraction model in the algorithmic media reshapes the attention economy, Media, Culture & Society, 44(6), https://doi.org/10.1177/01634437221077168.
  15. Mariani, I (2025). Regulating the Attention Economy: The Possibilities and Limits of Antitrust, Politics & Society, 17(3), 76-92. https://doi.org/10.1177/00323292251375901.
  16. Marković, S., Popović, G., & Andjelković, L. (2024). Mastering the Attention Economy: Strategies for Competing on Digital Platforms. Fusion of Multidisciplinary Research, 5(1), 569–590, https://doi.org/10.63995/PGJE3232
  17. Marshall, D (2021). The commodified celebrity-self: industrialized agency and the contemporary attention economy, Popular Communication The International Journal of Media and Culture, 19(3), 164-177. https://doi.org/10.1080/15405702.2021.1923718.
  18. Marwick, A. E. (2015). Instafame: Luxury selfies in the attention economy. Public culture, 27(1 (75)), 137-160. doi 10.1215/08992363-2798379.
  19. Nixon, B (2017). The business of news in the attention economy: Audience labor and MediaNews Group’s efforts to capitalize on news consumption, Journalism, 21(1). https://doi.org/10.1177/1464884917719145.
  20. Pendergrass, W., Johnson, M., Bacarella, R & Pendergrass, P (2025). A strategic cycle of slop: Understanding the commodification of AI feculence and its place in the attention economy, 26(4), 417-432. DOI: https://doi.org/10.48009/4_iis_2025_134.
  21. Petersen, M (2025). University digital media co-occurrence networks reveal structure and dynamics of brand visibility in the attention economy, HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS. 12(1), 1-13. https://doi.org/10.1057/s41599-025-04419-5.
  22. Simon, H.A. (1971). Designing organizations for an information-rich world. In Martin Greenberger (ed.), Computers, Communication, and the Public Interest. Baltimore, MD: The Johns Hopkins Press, 37-72.
  23. Smith, A.N & Fischer, E. (2021).Pay attention, please! Person brand building in organized online attention economies. of the Acad. Mark. Sci. 49, 258–279. https://doi.org/10.1007/s11747-020-00736-0
  24. Törnberg, P (2025). Social Media Imaginaries and the City: How the Attention Economy Is Reshaping Urban Built Environments, Social Media + Society, 7(1), 38- 52. https://doi.org/10.1177/20563051251323389.
  25. White, D.J. (2024). Paying attention to attention: psychological realism and the attention economy. Synthese 203(43), 1-14. https://doi.org/10.1007/s11229-023-04460-4.
  26. Wu, F., & Huberman, B. A. (2007). Novelty and collective attention. Proceedings of the National Academy of Sciences, 104(45), 17599–17601. https://doi.org/10.1073/pnas.0704916104.

 

References [In Persian]

  1. Taghavi Fard, M. T., Hanafi Zadadeh, P, Mehri, S., & Raisi Vanani, (2025). Changing the Business Model of Startups through a Business Model Model-Based Approach, Business Intelligence Management Studies, 13(52), 231-270. DOI: 10.22054/ims.2025.83760.2562.
  2. Roshandel Arbatani, T., Sarukhani, B., & Mohammadpour, A. (2023). Antecedents of Attracting Users' Attention in the Attention Economy (Case Study: Instagram Social Network). Social Studies and Research in Iran, 11(1), 143-166. Doi: 10.22059/JISR.2022.308945.1111

 

 

 

 

 

 

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