seyedabbas vahabi; majid solaimani; afkar adel
Abstract
The aim of this study was to investigate the effect of strategic human resource management on organizational performance with the mediating role of intellectual capital among the staff of sports media in physical education schools in Tehran. The research methods are applied and in terms of method are ...
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The aim of this study was to investigate the effect of strategic human resource management on organizational performance with the mediating role of intellectual capital among the staff of sports media in physical education schools in Tehran. The research methods are applied and in terms of method are survey research and are structural equation modeling. The statistical population of the study included all male and female employees of sports media in Tehran, 334 people who were selected as a statistical sample through stratified sampling method and using proportional allocation (according to Cochran's formula). For data collection, four standard questionnaires of Strategic Management of Human Resources (2006), Bontis Intellectual Capital Questionnaire (1996), and Young Organizational Performance Questionnaire (2004) were used. Research data were analyzed using SPS and SPSS statistical software. The results of the structural equation showed that all four variables, strategic human resource management, intellectual capital, organizational performance and organizational agility in sports media employees in Tehran have a favorable situation, as well as strategic human resource management has a positive and significant effect on Has organizational performance, strategic human resource management has a positive and significant effect on intellectual capital, strategic human resource management has a positive and significant effect on organizational agility, intellectual capital has a positive and significant effect on organizational performance, intellectual capital has a positive and significant effect Management has organizational agility and organizational agility has a positive and significant effect on organizational performance.
reza saboonchi; Nosrat Allah Abedini; Hamid Ghasemi
Abstract
the relationship between media consumption and communication skills of sports students. The method of the present study was descriptive-correlational. The statistical population studied in this study consisted of all students of sports sciences of Islamic Azad University in the academic year 2018--2019 ...
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the relationship between media consumption and communication skills of sports students. The method of the present study was descriptive-correlational. The statistical population studied in this study consisted of all students of sports sciences of Islamic Azad University in the academic year 2018--2019 (6230 people) who used Cohen, Morgan and Georgian sample size determination table and relying on random-cluster sampling method. 362 people were selected as the research sample and the research results were prepared and adjusted based on the same number of questionnaires. Data collection tools included Ghasemi Communication Skills Questionnaire (2017) and Media Consumption of Mahmoudian et al(2015). It was approved by 0.77 and 0.74. In order to analyze the collected data at the level of descriptive statistics, frequency and percentage indices and in the inferential statistics section, Kolmorov-Smirnov test to investigate how to distribute the data and structural equation modeling test using SPSS and PLS statistical software. The results of statistical analysis showed that media consumption has a positive, direct and significant relationship with communication skills of sports students. The development of more media infrastructure in universities on the one hand and teaching how to use different types of media as a tool and strengthening the communication skills of people active in the field of sports should be considered by officials and practitioners in the field of higher education. The media will be in all aspects of the lives of sports science students.
Hossein Abdolmaleki; Ali Norouzi; Seyed Bahador Zakizadeh; Seyed Nemat Khalifeh
Abstract
The present study was applied in terms of purpose and descriptive-correlational in terms of data collection. It investigated the mediating role of enjoyable experience and e- satisfaction in the relationship between the e-services quality and the intention to repurchase electronic sports products. The ...
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The present study was applied in terms of purpose and descriptive-correlational in terms of data collection. It investigated the mediating role of enjoyable experience and e- satisfaction in the relationship between the e-services quality and the intention to repurchase electronic sports products. The statistical population of the study includes buyers of sports products from Majid website and their information was in the customer relationship management system of the company that the research tool was distributed among them (N = 635). Also, the sample size was determined according to the purpose and using PASS statistical software at an error level of 0.05, in the range of 198 to 216 people. Descriptive and inferential statistical techniques were used to analyze the data using Smart PLS-SEM and SPSS software. The measuring instruments of the present study were the standard e-service quality questionnaire of Parasoramon et al. (2005), the Oliver e-satisfaction questionnaire (2007), the electronic repurchase intention questionnaire of Cronin et al. (2000) and the enjoyable electronic experience questionnaire of Hsu et al. (2017). In this study were found, the quality of electronic services (P <0.01, β = 0.318), enjoyable electronic experience (P <0.01, β = 0.340) and electronic satisfaction (P <0.05, β0/150) have impact on repurchase electronic sports products. Also, the indirect beta coefficient of e-service quality on repurchase intention shows that satisfaction and enjoyable e-experience play a mediating role in the relationship between e-service quality and purchase intention.
Mohsen Tayebi; majid keramati moghadam; mir hasan seyyed amery
Abstract
The purpose of this study was to identify the motivating factors of new media in encouraging youth and adolescents to play sports. The "yes" group consisted of all sports journalists and writers working in the field of sports. According to Cochran's formula, 277 people were selected as the research sample ...
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The purpose of this study was to identify the motivating factors of new media in encouraging youth and adolescents to play sports. The "yes" group consisted of all sports journalists and writers working in the field of sports. According to Cochran's formula, 277 people were selected as the research sample by random sampling method. The research measurement tool included a researcher-made questionnaire whose face and content validity, while carefully examining the texts and literature of the research, was confirmed by consulting professors and experts (10 people). In addition, other internal consistency indices such as composite reliability, mean extraction variance, maximum common variance and mean common variance were examined and confirmed. In addition to descriptive statistics, Pearson correlation coefficient, exploratory factor analysis and second-order confirmatory factor analysis were used to analyze the data. The results showed that the most important motivating factors of new media in encouraging youth and adolescents to play sports are digital facilities (0.90), quality of information (0.86), non-exclusive nature (0.84), online courses (0.80) and psychological attractions (0.76). In general, it can be acknowledged that considering the motivating factors of new media such as (digital facilities, quality of information, non-exclusive nature, online courses and psychological attractions) and recognizing the interests of youth and adolescents and cooperation and association Elites in the field of sports and media encouraged them to play sports as much as possible; In order to participate in sports and its growth and development, the least harm will be done to the youth and teenagers.
Mohammad Reza Abbaszadeh; hossein vazifehdoost; Mohammad Ali Nasimi; Hossein Dideh Khani
Abstract
The advent of social media has contributed to the advancement and development of word-of-mouth communication, and has led to the emergence of a new phenomenon called electronic word-of-mouth (e-WOM). This mixed-methods developmental research aimed to identify and prioritize the dimensions of e-WOM in ...
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The advent of social media has contributed to the advancement and development of word-of-mouth communication, and has led to the emergence of a new phenomenon called electronic word-of-mouth (e-WOM). This mixed-methods developmental research aimed to identify and prioritize the dimensions of e-WOM in interpersonal Communications of sporting goods customers on social networks. Therefore, the meta-synthesis method and the Best-Worst Method (BWM) were used to identify and prioritize the dimensions of e-WOM, respectively. In the qualitative section, 158 articles were analyzed and 28 articles related to the research topic were finally selected, and in the quantitative section, 10 administrators of social networks working in 5 online sporting goods stores were selected as the experts using convenience sampling. In the qualitative section, the data were analyzed using Sandlowski and Barroso’s Meta-Synthesis Method, and in the quantitative section, the data were analyzed using BWM in MAXQDA and LINGO. Based on the findings, the dimensions of e-WOM were classified into 5 categories of communication elements, message platform, effectiveness of message, information exchange and outcomes of e-WOM. Moreover, 10 axial codes and 70 open codes were also identified. In addition, the most important categories included effectiveness of message, message platform, information exchange, communication elements and outcomes of e-WOM, respectively. The results can help social network managers effectively manage their e-WOM practices.
Mehdi yousefi sadeghloo
Abstract
This paper aims to compare the current laws of the European Union (EU) with Iran focusing on the need to respect the sport shows intellectual property (IP). By investigating the EU goals to support the broadcasting and media rights in sport, we compare Iranian law to the EU to determine the necessary ...
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This paper aims to compare the current laws of the European Union (EU) with Iran focusing on the need to respect the sport shows intellectual property (IP). By investigating the EU goals to support the broadcasting and media rights in sport, we compare Iranian law to the EU to determine the necessary changes. The research method of this paper is descriptive-analytical with an applied purpose. Today, sports activities are not only considered as a recreational phenomenon or a show of strength, but also a dynamic system that has high potential for earning profit and spreading sports culture; it also can be a means of improving the physical and mental health of individuals and an efficient and useful mechanism to achieve the goals of governments. Therefore, exclusivism in reporting sports events and distributing advertisements during sporting events can be very effective and useful. Undoubtedly, the important point for businesses, in attracting sports sponsors and investing in that field, is to have the exclusive right to broadcast television and radio to introduce their goods and services during sporting events, so that they can differentiate their brand to other competitors. A comparative study of the EU approach in the field of media and exclusive broadcasting rights reveals that maintaining and improving the material and spiritual quality of sporting events and media productions, considering good faith and fairness of viewers and citizens in media advertising -especially during events Sports-, and protecting the rights of producers of sports content is necessary and inevitable. Therefore, as long as the rights of the rightful owners are not guaranteed by law the capacities of the media, especially in the field of sports, will not flourish.
Mahbobeh Khoshdel Ahmadi; Saeed Ghorbani; Mohamad Ali Nodehi
Abstract
The purpose of this study is to design a corona virus pandemic crisis management model in the sports industry with using the capacity of new technologies. The present study in terms of purpose is Practical, In terms of data collection method was Descriptive survey. In the first (qualitative) part for ...
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The purpose of this study is to design a corona virus pandemic crisis management model in the sports industry with using the capacity of new technologies. The present study in terms of purpose is Practical, In terms of data collection method was Descriptive survey. In the first (qualitative) part for conducting field interviews, the statistical population of the research, prominent professors in the field of sports management specializing in the field of sports industry, some executive managers of sports organizations (sports boards, sports and youth departments, sports federations, Sports producers) as well as some IT specialists, such as professors in the field of information technology, who were purposefully selected for qualitative interviews on the subject of research (18 interviews with 18 people and continued to the point of theoretical saturation). In the second (quantitative) part, after collecting the information obtained from the qualitative research, a questionnaire was made and this questionnaire (60 items in the form of 11 components) was distributed among all sports professionals and sports economic activists in a random stratified manner. (384 samples. The results showed that in the qualitative part of the research, category and 60 concept codes were identified and among the six dimensions of the paradigm model as causal causes (2 categories), the main category: Capacities of new technologies for corona crisis management in the sports industry (1 category), strategies (3 categories), Contextual conditions (2 categories), intervening conditions (3 categories), and consequences (1 category) were included. In the quantitative part, it was found that all 6 main components of the research have a good fit, so the research model has a good fit.
bahman tayebi; vahid saatchian; Amin Dehghan Ghahfarokhi
Abstract
The purpose of this study is investigation the Model of Social Media Marketing Activities on purchasing intention of sports products through brand equity. The method of this research, was descriptive- correlation. Statistical population includes customers of Merooj products which they are members of ...
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The purpose of this study is investigation the Model of Social Media Marketing Activities on purchasing intention of sports products through brand equity. The method of this research, was descriptive- correlation. Statistical population includes customers of Merooj products which they are members of one of this brand social media Given uncertainty of community individuals and its high number, 384 customers were selected as samples simple randomly. In order to collection data Kim and Koo (2012), Aker brand equity (1991) and Jalilvand and samini (2012) for instrumental purchasing intention were used. Findings show that there is a significant positive relationship between marketing activities of social media and customers purchasing intention. Also, according to research model, it was concluded that brand equity has a mediating role in relationship between social media marketing activities and customers purchasing intention. In order to improve brand equity role, Merooj Company can have a positive impact on its customers' views and opinion’s through social media pages with more attractive advertisements, and use this method as a competitive advantage.
Maryam Falah Kazemi; Nahid Atghia
Abstract
In today's organizations, knowledge sharing is so important that knowledge itself is not power, and what gives power to the organization is the knowledge that employees share. Therefore, the purpose of this study was to investigate the effect of information technology on knowledge sharing through communication ...
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In today's organizations, knowledge sharing is so important that knowledge itself is not power, and what gives power to the organization is the knowledge that employees share. Therefore, the purpose of this study was to investigate the effect of information technology on knowledge sharing through communication satisfaction in sports and youth departments of Gilan and Mazandaran provinces. Therefore, the purpose of this study was to investigate the effect of information technology on knowledge sharing through communication satisfaction in sports and youth departments of Gilan and Mazandaran provinces. The research method was descriptive-correlational and the statistical population of this study was all employees of sports and youth departments of Guilan and Mazandaran provinces, numbering 250 people, of which 214 questionnaires were collected. Three standard questionnaires of Mitik et al. (2017), Dan and Hazen (1997) and Hemmati (2010) knowledge sharing with Cronbach's alpha were used, respectively. Based on the structural equation model, the relationships between the variables had an acceptable fit and showed that there is a significant relationship between information technology and knowledge sharing, information technology and communication satisfaction, communication satisfaction and knowledge sharing. The mediating role of communication satisfaction due to information technology and knowledge sharing was also confirmed. Conclusion Managers of sports and youth departments to improve knowledge sharing performance in the organization should use information technology to increase employee communication satisfaction to provide sufficient incentive to share knowledge.
mehrdad dehghani
Abstract
The aim of this study was to investigate the mediator role of enjoyable experience in the relationship between similarity with the team and the re-visit of football fans to the website of Esteghlal Club. The statistical population of the study was the fans of Esteghlal football team, which collected ...
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The aim of this study was to investigate the mediator role of enjoyable experience in the relationship between similarity with the team and the re-visit of football fans to the website of Esteghlal Club. The statistical population of the study was the fans of Esteghlal football team, which collected a total of 230 acceptable samples. The instruments used were the identity card questionnaire (Wann & Branscombe, 1993), the enjoyable experience (Okas and Carlson, 2010 and Hsu et al., 2017) and the re-visit intention questionnaire (Cronin et al., 2000). The face validity of the questionnaire was assessed by 5 professors and PhD students in sports management and then distributed online in the study population. Smart PLS software was used to measure the Farshiat. Reliability, convergence validity and divergent validity indicated that the external model of the research was desirable. Also, the model fit (SRMR) 0.09 confirmed the goodness of fit. Findings showed that assimilation with the team has an effect on enjoyable experience (0.49) and intention to revisit (0.26). Also, enjoyable experience had an effect on intention to revisit (0.57). In general, increasing the level of solidarity of fans with their favorite teams leads to close emotional and emotional connections of fans with the teams' websites, and when these connections are accompanied by a pleasant experience on the site, it causes more visitors to desire from the sites of football clubs.
golnaz rezai; esfandyar khosravizadeh; سلیمانی solaimani
Abstract
the purpose of this research is modeling of effective factors on media flow in sports with grounded theory approach . the research method was qualitative and exploratory . the statistical population included media professionals with a history of university teaching or sports and media professionals , ...
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the purpose of this research is modeling of effective factors on media flow in sports with grounded theory approach . the research method was qualitative and exploratory . the statistical population included media professionals with a history of university teaching or sports and media professionals , experts of sports promotion and familiarity with it , experts and officials of sports , sports planners , policy makers and sports consultants . the field of study and having scientific writings related to the subject , having managerial positions and executive experiences in sports media were among the selection criteria of experts . the sampling method was non - probability sampling , with purposeful selection and with maximum diversity or heterogeneity . the sample size in this study was equal . the measurement tool was open and based on three stages of open , axial and selective coding were analyzed . according to data analysis , primary concept ( open coding ) , axial coding and selective coding of causal factors ( management factors , inter - organizational factors , environmental factors ) , background factors ( cultural factors , inter - organizational factors , organizational factors ) , factors of sports , development and stimulation of awareness of news in the field of sports , empowerment in media consumption in sports flow field were identified .h .
Taghi Ashouri; Morteza Dousti; Seyed Mohammadhossein Razavi; Abolhasan Hosseini
Volume 10, Issue 2 , February 2022, , Pages 85-102
Abstract
This study aimed to identify and prioritize sports entrepreneurship opportunities in the field of media. In terms of strategy, it used a mixed method approach (qualitative and quantitative) with an exploratory-sequential design, and in terms of purpose, it employed an applied-developmental design. The ...
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This study aimed to identify and prioritize sports entrepreneurship opportunities in the field of media. In terms of strategy, it used a mixed method approach (qualitative and quantitative) with an exploratory-sequential design, and in terms of purpose, it employed an applied-developmental design. The statistical population in the qualitative part included 17 sports management professors and researchers in the field of media, selected based on the purposeful sampling method using a theoretical approach. In the quantitative part, 384 graduates in different sports sciences and physical education majors were recruited using stratified random sampling. Research instruments contained library studies, semi-structured interviews continued till reaching theoretical saturation and consensus, and a researcher-made questionnaire with a 5-point Likert scale to determine the importance of each entrepreneurial opportunity in the field of media. The research team confirmed the face validity of the questionnaire. Moreover, its reliability was confirmed with Cronbach''s alpha of 0.70 and composite reliability of 0.76. Data analysis was done by performing exploratory and confirmatory factor analysis and variance-based structural equation modeling using Smart PLS 2 and SPSS statistical software. The importance and priority of the dimensions of sports opportunities in the media were as follows: 1. Cybermedia, 2. Print media, 3. Digital media, and 4. Electronic media. The results of this study showed the high diversity of entrepreneurial opportunities in different fields, start-up costs, geographical regions, time, etc. One can take substantial steps to improve the sport in the country by recognizing the entrepreneurial opportunities and planning them. Those in charge of entrepreneurship and sports can help improve the sport by considering these opportunities in their short- and long-term planning and policy-making.
hamed jafari; jafar barghi moghaddam; mahdi bashiri; mohammadrahim najafzadeh
Abstract
The present study aimed to explain the role of media in developing professional athletes’ personal brands. This research employed an exploratory sequential mixed methods design, done in two qualitative and quantitative stages. In the qualitative stage, a purposive sampling method was used for in-depth ...
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The present study aimed to explain the role of media in developing professional athletes’ personal brands. This research employed an exploratory sequential mixed methods design, done in two qualitative and quantitative stages. In the qualitative stage, a purposive sampling method was used for in-depth interviews; 24 in-depth semi-structured interviews were conducted with media professionals and sports marketers, professional athletes, and sports fans. The data were coded based on the thematic analysis. Two experts confirmed the coding validity by reviewing and controlling the accuracy of the extracted codes and re-coding the interviews. In the quantitative stage, 384 experts in media and sports marketing, professional athletes, and sports fans were selected as participants by stratified random method. To collect data, a researcher-made questionnaire was employed. Face and content validity of the questionnaire was confirmed by experts (10 people), with convergent validity via the extracted mean-variance (above 0.5), and divergent validity using the Fornell-Larker matrix. Cronbach's alpha and composite reliability were greater than 0.7. To test the hypotheses, Smart PLS 3 was employed. The qualitative section results show that the three main themes of illustration and creating a social base, advertising, validation, interaction, and communication, along with nine corresponding categories in media function in developing the personal brand of professional athletes were extracted and explained. The results also showed that the proposed model has a good fit and in analyzing the relationship between the main factors, media function (0.807) has a direct positive and significant effect on the development of the athletes’ personal brand and 0.8% explains its changes. Therefore, it seems that the media with different functions can provide an effective role in developing the personal brand of athletes and the loyalty of their fans.
Mohsen Maadi; Ali Mohammad Safania; abolfazl farahani; Hamid Ghasemi; Ali Asghar Doroudian
Abstract
Having an integrated communication marketing model prevents the creation of additional costs, wrong attitudes, and aimless investments in areas that have no meaningful effect on their performance and beneficiaries. The current research was conducted with the aim of identifying and validating effective ...
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Having an integrated communication marketing model prevents the creation of additional costs, wrong attitudes, and aimless investments in areas that have no meaningful effect on their performance and beneficiaries. The current research was conducted with the aim of identifying and validating effective strategies on integrated marketing communications in physical education and sports in the Ministry of Education. The statistical population in the qualitative part included 16 experts of physical education and sports in the Ministry of Education in various departments of the deputy of physical education and health, public relations and experts of physical education of the ministry and professors of physical education faculties who have experience in teaching sports marketing in the field of physical education. Also, in the quantitative part of the statistical population, which consisted of 360 people, there are physical education teachers (whose education level was master's degree and above), sports management students in doctoral and master's degree and education experts. Qualitative part analysis was performed with Maxqda software version 2020, also quantitative part analysis (exploratory factor analysis and validation) was performed with SPSS software version 26 and AMOS structural equation model. The results showed that the strategies consist of 32 factors and four components of financing, promotion, training structure and identification of marketing methods. Also in the quantitative part the result of the exploratory factor analysis were confirmed and finally factor loads were higher than 0.4 which means that the quantitative model of the strategies had a good fit.
Reza Ebrahimi; Saeid Ghorbani; MohamadAli Nodehi; Mojtaba Ahmadi; Zahra Chahar Baghi
Abstract
The present study was designed and conducted to develop a model of the role of mass media on the development of moral literacy among professional football players in Iran. In terms of applied purpose, the present study was a descriptive-survey in terms of data collection method, which was mixed based ...
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The present study was designed and conducted to develop a model of the role of mass media on the development of moral literacy among professional football players in Iran. In terms of applied purpose, the present study was a descriptive-survey in terms of data collection method, which was mixed based on the research approach. The statistical population of the present study in the qualitative part included experts and professors in the field of sports management who had the necessary experience and knowledge about the subject of research and in the quantitative part of the research includes all male football players present in the top leagues and the Azadegan League. Each professional sports team at this level (16 teams in the Professional League and 18 teams in the Free League) has 18 players, of which a total of 612 players were selected as community. The tools of the present study included semi-structured interviews and a questionnaire (21 items and 4 components in Likert type). Open, axial and selective coding was used to examine the data of the qualitative part and structural equation modeling method was used in the quantitative part. The whole process of data analysis was performed in SPSS software version 24 and Smart PLS version 2. The results of the present study showed that various types of mass media affect the moral literacy of professional athletes. .
Seyed Rahman Farizani Gohari; Mohammad Pourranjbar; mina Hakak zade
Abstract
The purpose of this study was identified the components of public communications in promoting various insurance lines in the sports industry. The research method was mixed. Data collection were deep semi-structured interviews with experts and the questionnaires acquired from the qualitative data. The ...
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The purpose of this study was identified the components of public communications in promoting various insurance lines in the sports industry. The research method was mixed. Data collection were deep semi-structured interviews with experts and the questionnaires acquired from the qualitative data. The statistical population comprised 14 experts familiar with the insurance industry, as well as the sports industry. In the last four interviews, the data were theoretically saturated and the opinion of ten participants was regarded as the basis of the research. The sampling method was purposive sampling and coding was carried out through thematic analysis. To validate the model on the basis of the criterion extracted from the quantitative segment, in the quantitative segment, the opinion of 200 members of the insurance sales network and the sports executive boards including sports managers of the public and private sectors, gyms were studied. Repeated measures were employed to compare themes and sub-themes. The data of the quantitative segment were analyzed using SPSS 24 and Excel. The results showed 69 primary codes, 21 sub-themes, and 6 themes including personal and social culture, constructive marketing, supportive and facilitatory viewpoint, infrastructure development, communication improvement, and organizational structure alignment. According to the respondents, the most important theme was “infrastructure development”, and the most important sub-theme was “making clarification regarding the elements of sports”. Thus, for both industries to mutually utilize the available capacities, it is necessary to devote particular attention to the components of public communication and employ specialized individuals in this sector
Sina Falahati; Mina Hakakzadeh; Mohamad PorRanjbar
Abstract
The purpose of this research was to design a model of the media's role in the institutionalization of sports activities in Iran's leisure time with an interpretative structural modeling approach. The current research is qualitative. At first, by using theme analysis, basic, organizing and comprehensive ...
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The purpose of this research was to design a model of the media's role in the institutionalization of sports activities in Iran's leisure time with an interpretative structural modeling approach. The current research is qualitative. At first, by using theme analysis, basic, organizing and comprehensive themes were identified and then, an interpretive structural model was drawn. The present research community in two sections of thematic and structural interpretative analysis includes professors of sports management and sports media who have published researches in the field of leisure time sports and media (at least two researches) as well as managers and producers of sports media (sports network, sports radio and sports newspapers) that produced and edited programs in the field of leisure time. The measurement tool in the theme analysis section was a semi-structured interview and in the interpretive structural model section, it was a questionnaire.Two methods of theme analysis (Max QDI software) and Interpretive Structural Modeling (ISM)(Excel software) were used for data analysis.5 organizing themes and 28 basic themes have been identified for the role of the media in the institutionalization of sports activities in Iran's leisure time.The results showed that the subjects of culture-making" and "social" are highly dependent on other subjects and to be more precise, they are in the category of dependent variables. "Informative" and "educational"subjects also have a maximum guiding role and a weak dependence as independent variables. And the motivational content as a variable with minimal dependence and influence are in the category of autonomous factors.
Abdollah rouzfarakh; Hossein Mansouri; mortaza mohammadi; meysam sadaghi
Abstract
This paper investigates the impact of social media marketing elements on consumer–brand engagement, brand Awareness & brand image. 320 consumers of sports brands' social media pages were studied. The following survey was done with descriptive correlation method. Questionnaire measurement tool ...
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This paper investigates the impact of social media marketing elements on consumer–brand engagement, brand Awareness & brand image. 320 consumers of sports brands' social media pages were studied. The following survey was done with descriptive correlation method. Questionnaire measurement tool Cheung et.al (2019), Islam (2016) & Langaro et.al (2016).used partial least squares structural equation modelling (PLS–SEM) to test the links between social media marketing elements, consumer–brand engagement, brand Awareness & brand image. Structural equation modeling were used to analyze data. Structural equation model analysis showed that The Customisation, interaction, electronic word of mouth & trendiness are the key Trendiness, elements directly influencing consumer brand engagement, then strengthening brand awareness & brand Awareness. This contrasts with the non-significant results found for the influence of entertainment & customisation on consumer–brand engagement. This study contributes to the branding literature by providing an understanding of the role of social media marketing elements in the brand-building process. Social media is a marketing channel recognised by its effectiveness in communicating brand-related information & its role as a means to stimulate consumers’ brand engagement brand, Awareness & brand image. By empirically testing a theoretical model, this study confirms that specific social media marketing elements, namely Customisation, interaction, EWOM & trendiness, are critical drivers in the brandbuilding process
Mehdi Jalali; Shahram Alalm; Zahra Hazhbarnia; Amir Nadri
Abstract
The purpose of this study was to content analyze of the sports programs in Khuzestan Central Broadcasting. In terms of method & strategy, this research is considered as a descriptive type of content analysis & in terms of purpose & nature, it is an applied research that has studied & ...
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The purpose of this study was to content analyze of the sports programs in Khuzestan Central Broadcasting. In terms of method & strategy, this research is considered as a descriptive type of content analysis & in terms of purpose & nature, it is an applied research that has studied & analyzed the content of sports programs of Khuzestan Central Broadcasting. The population & statistical sample of this research included two programs of Television (Khuzestan Sports & Khuzestan Football Program) & two Radio programs (Khuzestan Sports & Khuzestan Football) in a period of five years from 2015 to the end of 2019, so that a total of 529 programs Content was analyzed. The sampling method is census & all programs broadcast in these 5 years have been studied as a statistical sample & content analysis. Data are collected qualitatively in the content analysis section. The results of this study showed that there are a significant difference based on the duration of broadcasting sports programs for Khuzestan Central Broadcasting in terms of the four structures of sports, gender, age category, type of broadcast, level of sporting event, sport (football & non-soccer) & type of event (Team & individual). Based on the findings, it can be said that there is still a functional gap in the distribution of sports programs from various dimensions, & it should be given more attention to public / recreational sports programs, programs related to women's participation in sports, non-football programs, The relationship between children & adolescent groups with sports & sports programs in the province & city. The achievements of this research have a comprehensive & long-term view on the category of broadcast management of sports programs of Khuzestan Central Broadcasting & will pave the way for managers to formulate medium & long-term strategies in the field of content production & broadcasting of sports programs from different dimensions.
vajiheh Javnai; shahrzad Nayyeri
Abstract
The present study examines the impact of social media marketing on brand equity & consumer response to a luxury service brand. The present research is an applied & descriptive survey study. The statistical population of this study was the consumers of sports services of Enghelab Sport Complex, ...
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The present study examines the impact of social media marketing on brand equity & consumer response to a luxury service brand. The present research is an applied & descriptive survey study. The statistical population of this study was the consumers of sports services of Enghelab Sport Complex, 200 of whom participated in this study. The data collection tool was a questionnaire that it’s content validity was examined through the opinions of 7 experts. Cross-sectional loads of the items, cross-sectional validity, & average variance extracted were used to evaluate the construct validity. The reliability of the questionnaire was also assessed by using Cronbach's alpha & combination reliability indicators. Data analysis was performed using the structural equation modeling technique in the PLS software. The research findings showed that social media marketing has a significant & positive effect on consumer response & the brand equity of luxury brands. Accordingly, luxury brands can utilize social media marketing activities to influence brand equity & consumer response which leads to an increase in their market share & sales.
mohammd zargarzadeh Esfahani; shahoo zamani; elahe heidarian
Abstract
The purpose of this study was to present a model of causal relationships between the amount of physical activity, the use of social networks & the individual's attitude about body image with the moral behaviors of Islamic Azad University students. This research is applied in terms of purpose & ...
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The purpose of this study was to present a model of causal relationships between the amount of physical activity, the use of social networks & the individual's attitude about body image with the moral behaviors of Islamic Azad University students. This research is applied in terms of purpose & descriptive-correlational in terms of method. In the present study, the statistical population was the students of the Islamic Azad University of Tehran, in which 360 people were selected as the research sample & were selected by available sampling method & voluntarily. In order to evaluate the research variables, a researcher-made questionnaire made by Ghaleh-e-Navi et al. (2017) was used. The exploratory & confirmatory factor analysis of the questionnaire was approved in the mentioned research. Ethical (10 questions), use of social networks (10 questions) & attitude towards one's body image (10 questions). used. Confirmatory factor analysis & study of effects & relationships at an error level of 5% were analyzed using 25 SPSS & Smart PLS 3.2.9 software. The results showed that the amount of physical activity has an effect on moral behaviors, use of social networks & a person's attitude towards body image. The use of social networks has a significant effect on moral behaviors & a person's attitude towards body image has a significant effect on moral behaviors. In addition, the amount of physical activity has a significant effect on moral behaviors through the use of social networks, & finally it was found that the amount of physical activity has a significant effect on moral behaviors through a person's attitude towards body image. it can be said that the higher the students' attitudes about their body image, the more their moral behaviors increase.
hamid mirsafian; Masoumeh Kalateh Seifari; Sahar Akbarnezhad Dehmiani; Fatemeh Katebi Jahromi
Abstract
The presence of spectators in football stadiums has made the sport live, & without the presence of football spectators, it loses its charm & excitement. In Iran, women are not allowed to attend football stadiums. On the other hand, social media has a significant role in new findings & the ...
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The presence of spectators in football stadiums has made the sport live, & without the presence of football spectators, it loses its charm & excitement. In Iran, women are not allowed to attend football stadiums. On the other hand, social media has a significant role in new findings & the formation of developments & information. Therefore, the purpose of this study was to provide a model of the role of social media on the entry of female spectators into Iranian football stadiums. This research is exploratory in terms of purpose & strategic in terms of exploration, which was carried out qualitatively based on the data theory of the foundation. The study population consisted of professors & elites in the field of sports management & media activists who were purposefully selected & snowballed & the data were collected through semi-structured interviews. The results showed that the obtained model consists of three parts. In the first level of the model are the components of the driving factors & in the second level are the components of the factors related to the processes & also in the third level are the primary & secondary outcomes. With the support of the government & using the results of the present study, managers & officials of the Iranian football sector can help the development of football marketing & the country's football economy by providing the possibility of female spectators in Iranian football stadiums.
Ali Aghakhani; Sirous Ahmadi; Alireza Rezaei
Abstract
The present study was designed & conducted to Transforming diplomatic resources into the results of football diplomacy with an emphasis on the mediating role of media coverage. The research method was survey. The statistical population of the present study included all those aware of the subject. ...
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The present study was designed & conducted to Transforming diplomatic resources into the results of football diplomacy with an emphasis on the mediating role of media coverage. The research method was survey. The statistical population of the present study included all those aware of the subject. Abdi et al.'s (2018) questionnaire was used to collect information. In order to analyze the data of the present study, the structural equation method was used. The whole process of analysis was performed in SPSS & PLS software. The results showed that sporting events (impact = 0.331; t = 2.236), human capital (impact = 0.244; t = 3.315) & sports products & services (impact = 0.404; 2 = t) has a significant effect on media coverage. The results showed that media coverage on overall results (impact = 0.883; t = 27.37), specific results (impact = 0.839; t = 24.237) & national results (impact = 0.859; 652 / 29 = t) is effective in the field of football diplomacy. With this in mind, it can be stated that the use of media coverage can have a significant impact on the success of football diplomacy.
Fereshteh Zarei; mahdi kohandel
Abstract
The purpose of this study was to investigate the The impact of learning organization on employee empowerment with the mediating role of information technology in the country's skating boards. The research method was descriptive survey. In terms of the purpose of collecting applied information, in terms ...
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The purpose of this study was to investigate the The impact of learning organization on employee empowerment with the mediating role of information technology in the country's skating boards. The research method was descriptive survey. In terms of the purpose of collecting applied information, in terms of data collection time, it was current-looking & in the structural equations section, it was forward-looking. The statistical population of the present study included all employees of the country's skating teams, which included about 500 people. The statistical sample was 220 people who were selected as available. Employee Empowerment questioner of Matthews, Diaz & Cole (2002) & Organizational Learning by Gomez, Lorente & Cabrera (2005) & Information & Communication Technology by Abdavi & Fathi (2016) were used to collect data. The reliability of the questionnaires was confirmed using Cronbach's alpha coefficient. Regression & correlation were used to test the research hypotheses. Then, to test the research model, structural equation modeling method was used using LISREL structural equation software. The results showed that information & communication technology & learning organization affect employee empowerment. also, the learning organization influences the empowerment of employees through the mediating role of information & communication technology in the country's skating boards.
Mehrdad Moharramzadeh; farhad fathi; m n
Abstract
The purpose of this article was to evaluate the feasibility of existing investment opportunities with a focus on the development of communications with special interests & diversification of winter tourism services in Ardabil province. The method of this research was descriptive-analytical & ...
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The purpose of this article was to evaluate the feasibility of existing investment opportunities with a focus on the development of communications with special interests & diversification of winter tourism services in Ardabil province. The method of this research was descriptive-analytical & applied in terms of feasibility; The statistical population of this study consists of all sports & non-sports tourists who have traveled to this region at least once in the period, as well as experts in the field of tourism & sports in Ardabil province. The statistical sample of the research was obtained using Morgan table of 380 people which was used using random sampling method & the questionnaire was randomly distributed among tourists. The data collection method used in the present study was field libraries & the data collection tool was a researcher-made questionnaire. In order to determine the validity of the questionnaire, the opinions of professors & experts in the field of tourism & sports are used & to determine the finality of the questionnaire, the Cronbach-Bach coefficient was used. The reliability of the questionnaire was 0.89. Friedman & Structural Equation Model were analyzed statistically. & the awareness of the people of the neighboring areas "have the lowest average (3.27). According to the average rankings, it can be said that the greatest impact on the index" Proximity to the borders of Azerbaijan, Armenia, Turkey & the Caucasus "with the average rank (11.58). Be. The results of fitting the model show that due to the significant value (P-Value) the effect of investment opportunities for winter tourism development at the error level of 0.05 is significant.