Sports Media
Ghorban Yaghobi; kazem Cheraghbirjandi
Abstract
Abstract: The purpose of this research was the effect of self-expression on social capital in social media: the mediating effect of avoidant attachment in sports context. The research method is descriptive and was conducted in the field. The statistical population of the research included all customers ...
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Abstract: The purpose of this research was the effect of self-expression on social capital in social media: the mediating effect of avoidant attachment in sports context. The research method is descriptive and was conducted in the field. The statistical population of the research included all customers of sports media in Iran. Sampling was from the unlimited population of 384 people. The sampling method was done in a multi-stage cluster. The research tools included Chang and Koo (2012) and Park and Chang (2011) self-expression questionnaire, Ellison et al.'s (2007) and Press (2016) social capital questionnaire and Marshall et al.'s (2013) avoidant attachment questionnaire were used. To ensure the validity of the questionnaires, after compiling them, the opinions and guidance of expert professors in the science of sports management were used and their opinions were included in the final questionnaire. To ensure the reliability of the questionnaires, 30 copies of it were distributed in a preliminary study on a sample that was completely randomly selected, and Cronbach's alpha coefficient for self-expression (α=0.78), social capital (α=0.87) and for attachment Avoidance (α=0.80) was obtained. The results of the research showed that self-expression has an effect on social capital in sports media and avoidant attachment, and avoidant attachment plays a mediating role in the relationship between self-expression and social capital. Therefore, it is suggested that virtual sports media provide conditions where the audience can easily express themselves and enjoy the content of the media.
Sport Communication
shafagh Abolghasemi Atany; Maysam Rahimizadeh; Amir Hossein Monazami
Abstract
ABSTRACT
In the dynamic and competitive world of the sports industry in Iran, electronic commerce has emerged as a prominent and novel tool for the transformation and improvement of marketing processes with artificial intelligence. Accordingly, this research delves into the role of these innovative patterns ...
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ABSTRACT
In the dynamic and competitive world of the sports industry in Iran, electronic commerce has emerged as a prominent and novel tool for the transformation and improvement of marketing processes with artificial intelligence. Accordingly, this research delves into the role of these innovative patterns in the development of the sports industry in Iran and the creation of new opportunities for businesses in this field.This study is application-oriented and employs a qualitative approach with content analysis. Interviews were conducted as the primary data collection method, involving 12 participants who are experts in the fields of sports and marketing. According to the research findings, the implications include cost reduction, improved human resource management, enhanced performance, better planning and budget management, accelerated employment generation, achieving targeted planning, effective customer communication, practical use in biomechanics and kinesiology, development of universal and championship sports, broad market access, diversity, speed in selection, increased sales, transitioning from knowledge to artificial intelligence-driven wisdom. The study also provides practical recommendations based on the research results.