Sports Media
Sajedeh Sadat Mortazavi; Ghodratoalahe Bagheri Ragheb; Ebrahi Alidost Ghahfarokhi; Ali Saberi
Abstract
The purpose of this research is to design the gross national happiness model based on sports events through virtual pages. The research method is qualitative and with a thematic approach. The statistical population included two sections of human resources (professors) and information sources related ...
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The purpose of this research is to design the gross national happiness model based on sports events through virtual pages. The research method is qualitative and with a thematic approach. The statistical population included two sections of human resources (professors) and information sources related to the research topic. The human sample included sports management professors specializing in sports events, media and also in the field of happiness. The criteria for selecting these people was to have research experience in these fields (at least two published studies). The sources of information included the comments of the followers of the personal pages of Iranian national athletes. Athletes who had a history of participating in world arenas (World Cup, Olympics and Asian Games) and were able to bring honors to Iran. The number of professors participating in the research was 15 (the criteria for completing the interviews was theoretical saturation) and the number of analyzed pages on Instagram was 22. Sampling was done in a targeted manner in the human resources and information resources department. The results of the coding showed that there are three main codes related to sports (sports performance, competition results and legionaries of athletes), related to behavior (observance of morals and behavior with fans) and symbols and appearances (religious elements, anthem and flag of Iran, movements Symbolism and covering of players) is one of the main components effective in creating gross national happiness based on sports events through virtual pages.
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 ...
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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.
Sport Advertising
shahab bahrami; mohammadsaeid kiani
Abstract
The Internet and social media make sports marketing easier. Historically, television has been the main source of income for top sports teams, leagues and sports associations. The purpose of this study is to investigate the impact of social media and the Internet on the marketing of sporting events. The ...
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The Internet and social media make sports marketing easier. Historically, television has been the main source of income for top sports teams, leagues and sports associations. The purpose of this study is to investigate the impact of social media and the Internet on the marketing of sporting events. The Internet creates new opportunities for distribution and consumer needs for sporting events. Social media is creating a new form of communication between fans, athletes, teams and supporters, and mobile technology is evolving so that fans and consumers of sporting events can follow sports content in general as well as live everywhere. These changes also create very strategic challenges and opportunities. The method of this research is the study and review of sites and social networks, as well as the translation of different articles in this field in several frameworks and ideas, including the sports ecosystem model, event marketing, star marketing, and international differences in watching sports. Based on the research results, a framework for developing social media strategy was strategy to be used. The result of integrated marketing shows an increase in maturity in terms of creating an integrated strategy that combines the active use of social media platforms and internal systems using social media and communities that focus on the website of the club or federation itself.