Sports Media
Samer Jassim Oudeh; Seyyed Mohammad Kashef; Roghayeh Sarlab; Osman Mahmoud Shehazahe
Abstract
the aim of the present research was to provide an understanding of the context of media convergence in Iraqi sports and to present its conceptual framework. The purpose of this research was to present the conceptual framework of media convergence in sports in Iraq based on the structural-interpretive ...
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the aim of the present research was to provide an understanding of the context of media convergence in Iraqi sports and to present its conceptual framework. The purpose of this research was to present the conceptual framework of media convergence in sports in Iraq based on the structural-interpretive analysis of key factors. The research method is based on structural-interpretive quantitative qualitative mixed type. The statistical population includes all people who are experts and knowledgeable about the research topic in two sections: scientific experts (professors and university researchers focused on the media environment of sports) and executive experts (managers and experts of organizations in the field of media integration in the field of sports). includes The sampling method was purposeful. The basis of sample estimation was based on the sufficient number for interpretive structural method (10 to 30 experts) and the sample of this research was 19 people. The research tool was a questionnaire for pairwise comparison of variables, which was extracted from the qualitative section. The validity of the tool was evaluated and confirmed through the content validity and model validation indices in the Micmac software. 9 key variables included 30 components in their subset and were determined at 4 levels (respectively, environmental context, media convergence system, media convergence axes and functions of media convergence). Also, based on the results of the interpretive structural matrix; The challenges of media convergence, drivers of media convergence and interventions of media convergence in the stimulating area,
Fatemeh Abdavi; Sajjad Pashaie; Mitra Gafari
Abstract
Nowadays, one of the tools for communicating with sports clients and engaging with audiences in public relations is sports marketing. The present study seeks to investigate the mediating role of sport customer appreciation in influencing communication marketing components on loyalty. The statistical ...
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Nowadays, one of the tools for communicating with sports clients and engaging with audiences in public relations is sports marketing. The present study seeks to investigate the mediating role of sport customer appreciation in influencing communication marketing components on loyalty. The statistical population of this study includes all the clients of Tabriz city gym clubs. In this study, random cluster sampling was done to reach the customers of bodybuilding clubs due to the size and distribution of the statistical population. The statistical sample of the study was based on the Morgan table of 385 (athletes) from club clients. Questionnaire was used for data collection. Relationship between variables using AMOS20 structural equation modeling, and using common and standardized regression weights were analyzed. Also for testing the research hypotheses error level of 0.01 was considered. The results of the empirical test of the research model confirm the essential role of relational marketing components (direct communication, tangible reward, interpersonal communication, and preferential behavior) in the appreciation and loyalty of fitness club customers at the significant level of 0.01. The mediating role of gratitude in influencing relational marketing variables is also important. Therefore, public relations will increase the incentive to attract customers and allow club managers to fill the vacuum of non-customer relationship through marketing as an alternative. It is suggested that bodybuilding clubs increase the quality of their communication with their clients by lending confidence to their clients, to make them loyal to themselves