Sports Media
Fatemeh Javadi; Adel Afkhar; Majid Solimani
Abstract
The current research was designed and implemented to examine the role of social media in the success and continuity of private sports clubs. This study utilized a descriptive-survey approach for its practical purpose, employing a mixed method for data collection. In the qualitative portion, the research ...
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The current research was designed and implemented to examine the role of social media in the success and continuity of private sports clubs. This study utilized a descriptive-survey approach for its practical purpose, employing a mixed method for data collection. In the qualitative portion, the research population included sports management professors who had conducted at least two studies related to media and sports clubs, as well as managers of public and private sports clubs with doctoral degrees. Purposeful sampling was employed for this segment. In the quantitative portion, the statistical population consisted of all managers of public and private sports clubs in Hamadan city, totaling 109 individuals. The research tools included semi-structured interviews and questionnaires. For analyzing the qualitative data, open, axial, and selective coding methods were utilized, while structural equation modeling was applied in the quantitative analysis. The results yielded two general components: social media and the success and continuity of sports clubs. Additionally, the findings indicated that the research model demonstrated a good fit. Consequently, managers of private sports clubs should prioritize improving their management systems, enhancing financial support, and utilizing expert human resources to achieve significant success in their endeavors.