Journal of New Approaches in Management and Marketing

Decoding the Components of Audience-Centricity in Art; A Novel Approach to Identifying and Refining Indicators Using Fuzzy Logic

Articles in Press

Document Type : Original Article (Mixed)

Authors

Azadeh Sahebazamani 1
Abolfazl Davodi Roknabadi 2
Nayeresadat Mobinipour 3
Nooshin Safiyari 4

1 Department of Art, Kish International Branch, Islamic Azad University, Kish Island, Iran.

2 Department of Textile and Clothing Design, Yazd Branch, Islamic Azad University, Yazd, Iran.

3 Department of Art, Qom Branch, Islamic Azad University, Qom, Iran.

4 Department of Textile and Clothing Design, South Tehran Branch, Islamic Azad University, Tehran, Iran.

10.22034/jnamm.2026.576649.1255
Abstract
This study aims to systematically identify and refine the components of audience-centricity in the arts, . Employing an exploratory sequential mixed-methods approach, the research was conducted in two main phases. In the qualitative phase, using purposive sampling, 19 authoritative scientific articles were subjected to in-depth analysis through qualitative content analysis facilitated by NVIVO software yielded 39 initial codes, nine axial categories, and ultimately four core components. In the quantitative phase, fuzzy screening technique was employed to refine the components within the specialized context of the arts, utilizing the opinions of 12 experts . Data were collected using a researcher-developed questionnaire .The findings revealed that out of the 39 initial indicators, 11 were confirmed as the final components of audience-centricity in the arts, with three indicators—"investment in continuous learning and capability development," "adherence to privacy and data ethics," and "transparency in actions and communications"—attaining the highest level of importance. The alignment of the findings with the theoretical background not only confirms foundational theories such as market orientation and value co-creation but also demonstrates the study's innovation in introducing an "ethical-strategic framework" as the core of audience-centricity in the age of digital art.

Keywords

Audience-Centricity in Art
Fuzzy Screening
Value Co-Creation
Data Ethics
Digital Art
tTust Centeric Art

Subjects

Journal of New Approaches in Management and Marketing

Articles in Press, Accepted Manuscript
Available Online from 20 June 2026

  • Receive Date 19 February 2026
  • Revise Date 01 April 2026
  • Accept Date 11 April 2026

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