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.
Sports Media
Daryush Marefat
Abstract
The present research was conducted with the aim of modeling the impact of integrated marketing communications on the formation of a favorable image of volleyball clubs with the mediating role of social media. This study was of an applied, quantitative, field-library and correlational type. The statistical ...
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The present research was conducted with the aim of modeling the impact of integrated marketing communications on the formation of a favorable image of volleyball clubs with the mediating role of social media. This study was of an applied, quantitative, field-library and correlational type. The statistical population consisted of volleyball fans in Urmia city and according to the results of GPower software and simple random method, 194 people were selected as a statistical sample. The data collection tools were Lee and Park's Integrated Marketing Communications Questionnaire (2007), Jahanbani's social media (2018) and Orth and Green's Brand Image (2009). In order to analyze the data, in addition to descriptive analysis, structural equation modeling and Sobel test were used in SPSS version 23 and SMARTPLS version 3.1.1 software at a significance level of 0.05. The results showed that the research model has a good fit and that integrated marketing communications (p=0.001; t=9.695) and social media (p=0.001; t=5.466) have a positive and significant effect on the favorable image of volleyball clubs and integrated marketing communications also have a positive and significant effect on social media (p=0.001; t=610.25). The results of the study also showed that social media plays a mediating role in the effect of integrated marketing communications on the formation of the favorable image of volleyball clubs (p=0.001; z=9.560). Therefore, effective and continuous marketing communications with audiences and appropriate use of social media can lead to the formation of a favorable image of volleyball clubs in the minds of audiences and fans.
Hossein Eidi; Homayoun Abbasi; Samaneh Almasi
Abstract
This study aims to investigate the mediator role of attachment to place in relation between place satisfaction and behavioral intentions (Case study: sports spectators of volleyball nations league . The sample is 367 sports spectators from the Volleyball League in 1397. The tools are standard questionnaires ...
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This study aims to investigate the mediator role of attachment to place in relation between place satisfaction and behavioral intentions (Case study: sports spectators of volleyball nations league . The sample is 367 sports spectators from the Volleyball League in 1397. The tools are standard questionnaires of attachment to place, place satisfaction and behavorial intentions. The research hypotheses were analyzed using SPSS21 and Smart PLS3. 2. 6 software. The results of the research showed that (1) the satisfaction of the place has a direct and positive effect on the behavioral goals of the spectators; (2) the satisfaction of the place has a direct and positive effect on attachment to the place; (3) attachment to the place has a direct and positive impact on spectators and finally (4) the indirect effect of satisfaction of the place on behavioral intentions through attachment to the place is positive and significant. Therefore, it is suggested to officials and sports administrators of holding sport competitions and events to facilitate the attendance of youth in sport venues considering place attachment and revenue making for sport venues by providing suitable conditions and good facilities as well as calm situation.
abbas asadi; morteza rezaei soufi
Volume 2, Issue 1 , November 2014, , Pages 59-63
Abstract
With regard to critical role of mass media on sport development, the current study wanted to examine the current and optimal status of role of mass media on the development of volleyball in sport sciences students. The participants were 76 physical education and sport sciences students who volunteered ...
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With regard to critical role of mass media on sport development, the current study wanted to examine the current and optimal status of role of mass media on the development of volleyball in sport sciences students. The participants were 76 physical education and sport sciences students who volunteered to participate in this study and responded to questionnaire which included 16 questions about the volleyball development. The results indicated that, the role of the media especially television in developing of volleyball in both current and optimal status were remarkable, likewise the role of television was higher than other mass media in the development of volleyball sport. Also, there were significant differences between current and optimal status of mass media in the development of volleyball sport which this note must be kept in media expertise especially in sport media expertise for using this suitable situation to improve and development of volleyball sport.