Extended Abstract
Research Objectives: This study aims to analyze the factors influencing the popularity of the Clubhouse platform in Iran.Research Method: The present study is qualitative-developmental, employing Thematic Analysis to examine data. The research timeframe spans 2022–2023, with a statistical population comprising 22 professionals and experts actively engaged on the Clubhouse platform, each possessing over two years of experience in this domain. Sampling was conducted purposively, guided by theoretical saturation criteria. Data were collected through in-depth, semi-structured interviews, each lasting 45–60 minutes on average. Following transcription, data were coded and categorized into 79 initial codes using Thematic Analysis, which were further consolidated into five main themes: behavioral, managerial, knowledge-based, technical, and content-related factors. Data validity was confirmed through member checking, while reliability was established via test-retest methods, achieving a 91.08% inter-coder agreement among three coders. The demographic diversity of participants (across academic disciplines, roles, and genders) further enhanced the credibility of the findings.
Results: The findings identified five major factors contributing to Clubhouse’s popularity among users:

Behavioral Factors: Including communication skills (e.g., eloquence, creativity), professional ethics, openness to criticism, accountability, and trust-building. These elements enable users to engage effectively and civilly in digital spaces.
Managerial Factors: Relative freedom of expression, dynamic audience management, networking facilitation, and a limited yet notable democratic environment were recognized as key attractions.
Knowledge-Based Factors: The presence of academic elites, promotion of critical and strategic thinking, and specialized discussions distinguish Clubhouse’s dialogue quality from other platforms.
Technical Factors: Reduced screen dependency, real-time audio interactions, and support for professional networking and business activities.5. Content-Related Factors: Diverse topics, speech-centric communication, analytical depth, and educational-cultural functionalities that encourage sustained user engagement.Discussion and Conclusion: Clubhouse has evolved into a specialized space for dynamic dialogue, social learning, and networking, driven by the interplay of these five factors. By prioritizing audio communication and minimizing text dependency, it has introduced a novel content consumption model. The study’s innovation lies in its comprehensive identification and categorization of factors influencing Clubhouse’s popularity in Iran, offering insights for designing localized media platforms. Future research should explore limiting factors, such as moderator bias or technical constraints. Additionally, enhancing users’ media literacy and promoting critical-analytical dialogues are recommended. The qualitative approach and detailed factor analysis in this study address a gap in prior research, while limitations such as moderator bias or restricted user expression are proposed as avenues for further investigation.