Sports Media
mohammad Javad Rostamzadeh; vahid saatchian; Mohammad Hosein Ghorbani; Ahmad Mahmoudi
Abstract
The present research seeks to measure the legal aspects of media literacy of coaches, managers and athletes. In terms of the purpose of this research, it was applied research and in terms of research strategy, it was a survey research with a structural equation model approach that was implemented in ...
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The present research seeks to measure the legal aspects of media literacy of coaches, managers and athletes. In terms of the purpose of this research, it was applied research and in terms of research strategy, it was a survey research with a structural equation model approach that was implemented in the field. The statistical population of this study included all coaches, managers and athletes in the city of Mashhad, which was calculated based on the initial estimate of 700 people. In this research, proportional stratified sampling method was used; Therefore, 70 people were considered for each group of coaches, managers and athletes (N=210). In the data analysis, descriptive statistics were used to classify the data, and in testing the research questions, confirmatory and exploratory factor analysis models were used in Lisrel and SPSS software. In the descriptive analysis of the data, the results were presented in the form of frequency tables and standard percentages, and all statistical activities were performed using the inferential statistical methods of the Bartlett and Keyser-Meier tests and structural equations. The findings of the research showed that the legal aspects of media literacy of coaches, managers and athletes include goal-based, content-based, educational material-based, civic aspects, evaluation-based, time-based, place-based, and accuracy-based dimensions. It is correct. Also, the results of confirmatory factor analysis showed that the model of legal aspects of media literacy has sufficient 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.