Sport Advertising
mehdi rahimi afshar; Hamid Ghasemi; Masoumeh Hosseini; Saeed Jafari
Abstract
. This research in terms of purpose was applied; in terms of data collection, it was descriptive and correlational studies and specifically based on structural equation model. The statistical population of this study included graduate students of sports management in Tehran state universities, experts ...
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. This research in terms of purpose was applied; in terms of data collection, it was descriptive and correlational studies and specifically based on structural equation model. The statistical population of this study included graduate students of sports management in Tehran state universities, experts of Tehran Municipality Sports Organization, and the General Boards of Tehran Province who worked in the field of sports marketing and public sports. Random sampling method was available and to the sample Proportionate to the size of the community which was unlimited and based on Krejcie and Morgan table, 384 people were selected as the sample and the same number of questionnaires were distributed among the statistical population. A researcher-made questionnaire was used for data collection, which was designed based on Lee and Park (2007) "Integrated Marketing Communication" questionnaire, "Integrated Marketing Communication Causal Model Test" (IMC) questionnaire, and Questionnaire "Consumer purchase Behavior" Izadparast (2019). The factual and content validity of the research tools was confirmed by a group of professors and its reliability was confirmed by Cronbach's alpha coefficient. According to the results of one-sample t-test, all variables of integrated marketing communication including advertising (t = 5.70), promotion (t = 4.309), personal selling (t = 13.40), direct marketing (t = 10.03) had a positive and significant role in the development of public sports, but the variable of public relations (t = 0.829) had no significant relationship.
Sports Media
Bahareh Rahmanian Kooshkaki; Marziyeh Khalifeh Soltani; Saeed Jafari
Abstract
The aim of the present study was to present the model of sports media management with the approach of developing sports diplomacy. The research method was qualitative, based on grounded theory and with systematic analysis approach. The statistical population included managers of sports organizations, ...
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The aim of the present study was to present the model of sports media management with the approach of developing sports diplomacy. The research method was qualitative, based on grounded theory and with systematic analysis approach. The statistical population included managers of sports organizations, members of sports media, and university professors in sports sciences, and sampling was done snowball technique. A semi-structured interview was used to collect information, and theoretical saturation was achieved by conducting 17 interviews. The validity of the interview questions was confirmed step by step by the experts and the reliability of the questions done through the test-retest reliability turned out to be 94%. By analyzing the data by MAXQDA software, 465 primary codes, 51 sub-categories and 13 main categories were obtained, and the research model was designed through three stages of open coding, axial coding, and selective coding. Based on the paradigmatic model of Strauss and Corbin, the categories were placed in the axes of causal, contextual, intervening factors, strategies, and consequences. The results showed that the strategic view and interactionism leads to economic and cultural growth, international reputation, and finally globalization and achieving soft power. Therefore, officials should try to manage sports media by creating a structured and targeted program.
Sports Media
MARZIYEH KHALIFEH SOLTANI; Saeid Jafari; Bahareh Rahmaniyan Koshakki
Abstract
The present study aimed to explore the impact of media consumption on pro-environmental behavior, with a focus on the mediating role of environmental awareness among sports science students in Sistan and Baluchestan province. The research method employed was of a descriptive-survey nature, with the statistical ...
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The present study aimed to explore the impact of media consumption on pro-environmental behavior, with a focus on the mediating role of environmental awareness among sports science students in Sistan and Baluchestan province. The research method employed was of a descriptive-survey nature, with the statistical population comprising all sports science students in the province. A sample of 271 students was selected using the cluster sampling method. The data collection instruments included the standard media consumption questionnaire developed by Mahmoudian et al. (2015), the environmental awareness questionnaire by Si et al. (2022), and the pro-environmental behavior questionnaire designed by Van and Dave (2022). Face and content validity checks were utilized to ensure the questionnaires' validity. The data was analyzed using structural equation modeling with Lisrel software, confirming the suitability of the proposed model. The results revealed positive and direct effects of media consumption and environmental awareness on pro-environmental behavior. Additionally, the study demonstrated the positive and indirect impact of media consumption on pro-environmental behavior through environmental awareness among sports science students. Based on the findings, enhancing and promoting environmental awareness through the utilization of social and national media platforms emerges as a persuasive approach to encourage students to engage in extra-role behaviors for pro-environmental conduct.