Mohammad Faraji; Seyyed Jafar Moosavi; Farshad Emami
Abstract
The purpose of this study is to investigate the effect of personal branding of professional athletes on Instagram on sports immigration. Descriptive research method of the type of correlation and necessary information was obtained using library studies and two questionnaires: 1. Personal brand of professional ...
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The purpose of this study is to investigate the effect of personal branding of professional athletes on Instagram on sports immigration. Descriptive research method of the type of correlation and necessary information was obtained using library studies and two questionnaires: 1. Personal brand of professional athletes Faraji et al.(2021), 2. Reasons for immigration of elite athletes, Bagheri et al. (2019). The statistical population is all professional athletes active on Instagram, and using Cochran's formula for an unlimited population, the number of 384 sample people was purposefully determined. The face and content validity of the questionnaires were approved by the professors and its reliability was also confirmed using Cronbach's alpha test. The results showed that personal branding has an effect on sports immigration, as it explains about 20% of the causes of sports immigration. According to the value of beta coefficient, the amount of this effect was 0.446. Among the four factors of personal brand; ethical and political factors of the brand had a significant effect on immigration, and personal and functional factors had no effect. Also, the personal branding of athletes has had an effect on the social, economic, political and professional aspects of sports immigration, respectively. Social networks enable athletes to influence the immigration process in a digital space. Immigration is made up of several layers of athletes, owners, managers, representatives, officials and members of the media and it includes not only economic factors through marketing strategies, but also political, historical, geographical, social and cultural factors.
Sports Media
fatemeh dehpasi; Morteza dehpasi
Abstract
The purpose of the current research is to analyze the media, social and personality aspects of the legend of wrestling. The research method was mixed and sequential exploratory. The interviews were used in the qualitative part and Delphi method was used in the quantitative part. The research population ...
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The purpose of the current research is to analyze the media, social and personality aspects of the legend of wrestling. The research method was mixed and sequential exploratory. The interviews were used in the qualitative part and Delphi method was used in the quantitative part. The research population in the qualitative part was specialists in media and sports marketing, professors and experts in the field of wrestling. The sampling method was purposeful and snowball until theoretical saturation was reached, and 19 interviews were conducted at the end. The research tool in the quantitative section was a questionnaire with 3 indicators and 66 criteria which was answered by 12 experts in the form of a two-step Delphi questionnaire.In the qualitative section, MAXQDA 2020 software was used to code and present the model, and in the quantitative section, SPSS version 26 software was used for descriptive analysis. The findings showed that the important components in the media and political dimension include: presence in radio and television, being away from the gossip, excellent communication with the environment outside of sport. in the personality dimension: healthy lifestyle, heroic character, being philanthropic, interested in the wrestling family and the Social personality, having a sense of responsibility towards the happenings of the society, considering himself a part of the people in the society. According to the results, it is suggested that Hasan Yazdani to teach wrestling coaches as teacher.