Sports Media
Ramin Gholipoor; Habib Mohammadpour Yaghini; mohammadrahim najafzadeh; Jafar bargi Moghadam
Abstract
The aim of the current research was to design a model for shaping the citizenship behavior of football fans based on the role of social media. This applied and qualitative research is based on grounded theory with Strauss and Corbin's approach. The statistical population included professors of sports ...
Read More
The aim of the current research was to design a model for shaping the citizenship behavior of football fans based on the role of social media. This applied and qualitative research is based on grounded theory with Strauss and Corbin's approach. The statistical population included professors of sports management, sociology and psychology, managers of sports organizations, as well as specialists and activists in the field of social media, 21 of whom participated in research interviews using the snowball method and considering theoretical saturation. The research tool was a semi-structured interview and its validity and reliability were confirmed by using Guba and Lincoln (1985) indices, including validity, transferability, reliability and verifiability, and the retest reliability was 0.89. Data were analyzed using three-stage open, central and selective coding. The results of the research showed that hooliganism, the importance of directing and controlling the crowd and the ability of social media as causal factors; structural factors, management factors and social factors as background factors; socio-cultural factors, economic factors and political factors as intervening factors; educational, management strategies, reforming media, motivational, security and needs assessment policies as a strategy and social development, quality improvement, sports development and injury reduction are the consequences of shaping the citizenship behavior of football fans by relying on the role of social media. Therefore, managers of football clubs and stadiums can use social media to improve and shape the citizenship behavior of their fans.
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 ...
Read More
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.