Sports Media
mohsn barjas; habib mohammadpour; hamid janani; Jafar bargi Moghadam
Abstract
The current research was conducted with the aim of Presenting value co-creation model in volleyball sports events in the context of social media. This research is applied in terms of purpose and, it's a qualitative research, in terms of approach, that was done with thematic analysis method. Participants ...
Read More
The current research was conducted with the aim of Presenting value co-creation model in volleyball sports events in the context of social media. This research is applied in terms of purpose and, it's a qualitative research, in terms of approach, that was done with thematic analysis method. Participants in the research included experts related to field of research (expert professors of sports management and senior managers of sports in volleyball) who were selected non-probably using a combination of judgment and chain methods in the number of 12 people. Data collection was done with semi-structured interviews until theoretical saturation. The reliability of the data was evaluated through retest method agreement between two coders and its validity with the approval of experts. According to findings from interviews analysis with thematic analysis method and MAXQDA20 software, the main themes are factors related to league clubs (including 6 sub-components of managers' support, information technology infrastructure, communication networks, identification, media advertising and event's content production), factors related to social media (including 7 sub-components of development, production content, entertaining virtual pages, information, competitions reflection, talents' investigation and audience attraction), factors related to fans (including 5 sub-components of motivation, participation, attraction and retention program, loyalty and support) and environmental factors (including 2 sub-components of culture building and institutional support). This research provides results to facilitate the value co-creation in the digital era in sports marketing and increases the knowledge of sports managers in passing from traditional marketing of value delivery to value creation in sports business.
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.