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.
Masomeh Hamzeh; Habib Honari; Farzad Ghafouri; Gholamreza Shabani Bahar
Abstract
The media has a significant role in the development of the cultural indicators of sports clubs. Therefore, the present study was designed and implemented in line with the analysis of the role of media in the development of the cultural indicators of Iranian professional sports clubs. The present study ...
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The media has a significant role in the development of the cultural indicators of sports clubs. Therefore, the present study was designed and implemented in line with the analysis of the role of media in the development of the cultural indicators of Iranian professional sports clubs. The present study was a descriptive-survey in terms of applied purpose, which was intertwined on the basis of the research approach. The statistical population of the present study included referees, players, coaches, club managers, media associates, academic experts and senior managers and policymakers. The method of sampling was targeted to the theoretical saturation (17); And in the quantitative part, the statistical community was the same quality (89). The present research tool included semi -structural interviews and questionnaires. Open, axial and selective coding data were used to check the quality of the quality, and in the quantitative part of the method of modeling the structural equation was used. The results of the analysis of the interviews showed that cultural indicators consisted of 4 categories and 14 open codes and media including 2 categories and 8 open codes. The results of the small section also showed that the research model was of good fit; and it can be concluded that the use of the media by the trustees of sports clubs, coaches, managers and athletes leads to the development of cultural indexes of professional sports clubs.
siros jafari zafarabadi; Saeed Sadeghi Boruojerdi; reza saboonchi
Abstract
The aim of this study was to analyze the interventional role of social media in differentiating the services of private clubs in Lorestan province using Hawks' strategic planning model.The statistical population of the study was the experts in the qualitative stage (sport management professors) and in ...
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The aim of this study was to analyze the interventional role of social media in differentiating the services of private clubs in Lorestan province using Hawks' strategic planning model.The statistical population of the study was the experts in the qualitative stage (sport management professors) and in the quantitative stage the clients of private sport clubs in Lorestan province. In the qualitative section, the purposeful sampling method and theoretical saturation criterion in this method ended with the number of interviews; In the quantitative part of the study, random sampling method and 306 questionnaires were collected for sampling. Since the present study is a combination of the first part of the research, a semi-structured interview was designed based on the Delta Strategic Planning Model. The researcher-made questionnaire was also used in the quantitative part of the study. The structure of this questionnaire was based on information obtained from the qualitative part of the research. The conceptual model test of the research showed that customer commitment to a comprehensive system and solution to business mission; business mission to industry characteristics and competitive position; competitive position to business performance; acquisition to effectiveness and innovation to operations; innovation And the effectiveness of survey operations, and the impact of targeting on business processes have a significant positive impact. However, the impact of the best product on business mission and industry structure on business execution was not confirmed. The intervening role of social media in differentiating the services of private clubs in Lorestan province was also confirmed.
Fatemeh Javadi; Adel Afkhar; Majid Solimani
Abstract
The current research was designed and implemented with the aim of the role of social media on the success and continuity of private sports clubs. The current research was descriptive-survey in terms of its practical purpose, in terms of the method of data collection, which was mixed based on the research ...
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The current research was designed and implemented with the aim of the role of social media on the success and continuity of private sports clubs. The current research was descriptive-survey in terms of its practical purpose, in terms of the method of data collection, which was mixed based on the research approach. The statistical population of the present research in the qualitative part includes professors of sports management who had conducted research (at least two cases) in the field of media and sports clubs, as well as managers of public and private sports clubs who had doctoral education. The sampling method was purposeful. And in the quantitative part, the statistical population included all managers of public and private sports clubs in Hamadan city (109 people). The tools of this research included semi-structured interviews and questionnaires. In order to examine the data of the qualitative part, open, axial and selective coding was used, and in the quantitative part, the method of structural equation modeling was used. The results were done through open and axial coding in the form of two general components of social media and the success and continuity of the sports club. Also, the results showed that the research model has a good fit. Therefore, the managers of private sports clubs should pay the most attention to improving the management system, improving financial sponsors and using expert human resources in their sports clubs in order to achieve good career success in their business.
ali karimi; ali ahmadi; Hesam aldin alidousti; mehdi hariri
Abstract
The research method was descriptive-correlational and applied in terms of purpose. The statistical population of the study included 320 managers and employees of the General Department of Sports and Youth of Kermanshah province. Using the available random method and based on Cochran's formula, 175 people ...
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The research method was descriptive-correlational and applied in terms of purpose. The statistical population of the study included 320 managers and employees of the General Department of Sports and Youth of Kermanshah province. Using the available random method and based on Cochran's formula, 175 people were selected as the sample. The research tool was the use of three questionnaires: professional ethics of organizational health and social media. For data analysis, Smart PLS statistical software, structural equation model and confirmatory factor analysis method were used. In general, there is a positive and significant relationship between professional ethics on organizational health and the mediating role of social media among managers and employees of sports and youth departments in Kermanshah province. Accordingly, professional ethics on social media with a coefficient of 0.76, professional ethics on organizational health with a coefficient of 0.34 Social media has had an effect on organizational health with a coefficient of 0.41. Accordingly, professional ethics had the highest impact on social media with a path coefficient of 0.76 and professional ethics had the least impact on organizational health with a path coefficient of 0.34. Social media as a new infrastructure has created a new perspective in sports organizations. Today, due to the use of these technologies to plan, decide, guide and control in order to achieve organizational health, what plays a distinct role in achieving these goals is the professional ethics of managers and employees.
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
Elham Fatahi; Saeid Sadegehi Burojerdi; Abed Mahmoudian
Abstract
Abestract: The present study was conducted with the aim of identifying the effect of the characteristics of fitness Instagram pages and their trainers on the flow experience, satisfaction and behavioral intention of followers. The present research method is descriptive and correlational. 391 students ...
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Abestract: The present study was conducted with the aim of identifying the effect of the characteristics of fitness Instagram pages and their trainers on the flow experience, satisfaction and behavioral intention of followers. The present research method is descriptive and correlational. 391 students of Kurdistan University were selected as a statistical sample based on available sampling method. The measuring instrument was a questionnaire. The results showed that the characteristics of fitness pages on Instagram directly affect the flow experience (0.64), satisfaction (0.53), and the characteristics of fitness trainers directly affect the satisfaction (0.44) and flow experience (0.47). ) have a positive and significant effect. In addition, flow experience on followers' satisfaction (0.39), flow experience on followers' behavioral intentions (0.51), followers' satisfaction on their behavioral intentions (0.50), and have a positive and significant effect. Finally, the results indicate that the characteristics of fitness pages indirectly affect followers' behavioral intentions through the mediation of flow experience with a coefficient of (0.33), the mediation of flow experience and followers' satisfaction with a coefficient of (0.12) and the characteristics of fitness trainers indirectly. Followers' behavioral intentions through mediation of followers' satisfaction with coefficient (0.22), mediation of flow experience and followers' satisfaction with coefficient (0.12) also have a positive and significant effect. It can be said that active fitness trainers and pages on Instagram,
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 ...
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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.
Sports Media
Rezgar Pourmarouf; Ali Afrouzeh; Mohammad Pourkiani
Abstract
In this study, the AIDA model (attention, interest, desire, and behavioral action) and TAM (technology acceptance model) were used to explain the behavior of consumers of sports products through augmented reality shopping applications familiar on social media. Thus, the present study aimed ...
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In this study, the AIDA model (attention, interest, desire, and behavioral action) and TAM (technology acceptance model) were used to explain the behavior of consumers of sports products through augmented reality shopping applications familiar on social media. Thus, the present study aimed to investigate the impact of social media on the process of using augmented reality shopping applications by customers of sports products emphasizing the AIDA and the TAM models. The present study was descriptive and correlational in terms of nature. Convenience sampling was used. The samples were selected among those who were familiar with augmented reality shopping applications through social networks and had experience using augmented reality shopping applications. AIDA and TAM model questionnaires were used as research tools. To analyze the data and assess the direct and indirect effects of variables, structural equation modeling was used in PLS4 software. The results revealed that attention and interest have a positive and significant impact on behavioral beliefs in the technology acceptance model. Thus, it can be concluded that social media acts as an external element in the process of accepting augmented reality shopping applications. It promotes a mediating role in creating the desire to use applications by positively affecting users' attitudes toward accepting new technology. The promotion of augmented reality shopping applications in social networks can facilitate the process of familiarity with using these applications. Research and development companies in Iran can draw the attention of users toward the use of these platforms by adding various sports options to the product menu of augmented reality shopping applications.
Validating Research Tool
Ramin Iraji Noghondar
Abstract
The aim of this research was to analyze the factor structure of the reputation questionnaire of social media sports influencers from the perspective of the audience of the Instagram social network. The research method is a descriptive-survey type and in terms of the goal, it is a developmental type that ...
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The aim of this research was to analyze the factor structure of the reputation questionnaire of social media sports influencers from the perspective of the audience of the Instagram social network. The research method is a descriptive-survey type and in terms of the goal, it is a developmental type that has been implemented in the field. The statistical population of this research was made up of sports users following ten social media influencers in Iran, from whom 634 questionnaires were collected by random sampling. In order to collect data, Rao and Han (2021) reputation questionnaire of social media influencers, which consisted of 27 questions, was used. In order to analyze the data from descriptive indices and Cronbach's alpha test, one-sample t test, MacDonald's omega coefficient and theta coefficient in SPSS software, exploratory factor analysis and data skewness and truncated test in Stata software and Confirmatory factor analysis was used in LISREL statistical software. The results showed the reliability of the questionnaire (α=0.951, Ω=0.959, θ=0.963). The results showed that the reputation of social media influencers can be measured by four components of communication skills, influence, credibility and experience and expertise. Convergent and divergent validity and model fit indices were also confirmed. Finally, it is suggested to use the social media influencers' reputation questionnaire, which is a reliable and valid scale to evaluate the factors of social media influencers' reputation in the field of the Instagram social network, and obtain reliable and stable results.
Sport Advertising
Nadia Kahrizi; Mohamad Piri; Javad Karimi
Abstract
Social media is used as a platform to carry out marketing and advertising activities. The present study was designed and implemented with the aim of investigating the role of emotional advertising of wellness products in social networks on the mental attraction of young and adolescent consumers (a case ...
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Social media is used as a platform to carry out marketing and advertising activities. The present study was designed and implemented with the aim of investigating the role of emotional advertising of wellness products in social networks on the mental attraction of young and adolescent consumers (a case study of the Rubika social network). The method of the present research was correlation. The statistical population of the research included all young consumers who regularly participated in social network activities in these spaces. The exact number of these people was unknown. According to Cochran's sample size formula, 381 people were selected as the research sample in the conditions of uncertainty of the statistical population and also high dispersion of the statistical population. In order to analyze the research data, structural equation test was used in SPS and Imus software. The key results of narrative structural equation modeling and the validity of the current model and the significant effect of performance expectation, pleasure-seeking motivation, interaction, information value and perceived importance on purchase intention were shown. This study provides some practical and theoretical guidelines on how to plan and effectively implement marketing campaigns on social media platforms.
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.
Sports Media
Reza Shahbazi; mirebrahim hoseini; Ruhollah Daei; Hadi Bashirian
Abstract
The aim of the present study was to investigate the role of social media on the authenticity, image, and brand personality of the National Federation of University Sports of Iran. The study is descriptive in nature and of a correlational type, with data collected through field research. The statistical ...
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The aim of the present study was to investigate the role of social media on the authenticity, image, and brand personality of the National Federation of University Sports of Iran. The study is descriptive in nature and of a correlational type, with data collected through field research. The statistical population consisted of sports management professors, and the sample size was equal to the population size, selected based on availability (160 individuals). The data collection tools included the standard social media questionnaire by Seifollahi et al. (2021), the standard brand authenticity questionnaire by Kadiro (2010), the standard brand personality questionnaire by Tsuitsu et al. (2009), and a researcher-made brand image questionnaire. The face and content validity of the questionnaires were confirmed by 12 sports management professors, and the reliability of the questionnaires was determined through Cronbach's alpha, yielding coefficients of 0.86, 0.88, 0.82, and 0.84, respectively. Data analysis was conducted using statistical methods such as frequency percentage, mean, standard deviation, confirmatory factor analysis, and structural equation modeling with the help of SPSS software version 26 and PLS software version 3. The results showed that social media has a positive and significant impact on the authenticity, image, and brand personality of the federation. Therefore, the National Federation of University Sports of Iran can use social media more actively and purposefully to create more opportunities for interaction and respond to audience comments, thereby enhancing students' sense of belonging to the federation's brand.
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.
vajiheh Javnai; shahrzad Nayyeri
Abstract
The present study examines the impact of social media marketing on brand equity & consumer response to a luxury service brand. The present research is an applied & descriptive survey study. The statistical population of this study was the consumers of sports services of Enghelab Sport Complex, ...
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The present study examines the impact of social media marketing on brand equity & consumer response to a luxury service brand. The present research is an applied & descriptive survey study. The statistical population of this study was the consumers of sports services of Enghelab Sport Complex, 200 of whom participated in this study. The data collection tool was a questionnaire that it’s content validity was examined through the opinions of 7 experts. Cross-sectional loads of the items, cross-sectional validity, & average variance extracted were used to evaluate the construct validity. The reliability of the questionnaire was also assessed by using Cronbach's alpha & combination reliability indicators. Data analysis was performed using the structural equation modeling technique in the PLS software. The research findings showed that social media marketing has a significant & positive effect on consumer response & the brand equity of luxury brands. Accordingly, luxury brands can utilize social media marketing activities to influence brand equity & consumer response which leads to an increase in their market share & sales.
Abed Mahmoudian; Saeed Sadeghi Boruojerdi; AmiRreza Abbasian; Farid Ganji
Abstract
The purpose of this study is the to Analysis the response of the fans to the professional athletes’ self-presentation in the social media of Instagram. 328 posts shared during 2019 on the official Instagram page of two female professional athletes, Maria Sharapova and Serena Williams, were analyzed ...
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The purpose of this study is the to Analysis the response of the fans to the professional athletes’ self-presentation in the social media of Instagram. 328 posts shared during 2019 on the official Instagram page of two female professional athletes, Maria Sharapova and Serena Williams, were analyzed and classified. The sample included 328 posts from both players, 120.716.122 likes and 2.246.584 comments. The analysis results of the pages of these two athletes showed that Serena Williams, on her Instagram page, has focused respectively more on social-role-related posts (32%), advertisement posts (25%), sports posts (23%), pictures showing her body (11%), selfies (4%) and nature and environment (2%). In contrary, Maria Sharapova respectively has posts with the contents of social role (28%), sports pictures (28%), nature and environment pictures (15%), advertisement pictures (11%), selfies (8%), pictures showing her body (2%). Also the results have shown that posts with sports content, body-showing, selfie and advertisement, respectively have the most number of likes and posts with the contents of social and nature and the environment, respectively have the most number of comments. The results of the present study highlight the importance of the content type of women athletes' Instagram posts for fans and followers. It also offers new insights and knowledge through a better understanding of the response (likes and comments) of followers to build a strong relationship and interaction, engagement and engagement.
ali karimi; shahab bahrami; Nazanin Rasekh; Hamid Ghasemi
Abstract
The aim of this study was to develop a paradigm of advertising through social media, in order to influence the desire of customers for sports products. The method of the present study is qualitative and based on the data theory of the foundation, with a systematic approach. The statistical population ...
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The aim of this study was to develop a paradigm of advertising through social media, in order to influence the desire of customers for sports products. The method of the present study is qualitative and based on the data theory of the foundation, with a systematic approach. The statistical population of this study included 15 sports media management specialists, and sports marketers, who were selected through targeted sampling based on a theoretical approach. Data collection continued until the theoretical saturation of the data, and 15 semi-structured individual interviews were conducted. In order to analyze the data, three-step open, central and selective coding methods of Strauss and Corbin were used. The findings of the resulting paradigm model include the sections on causal conditions, strategies, interventional and contextual conditions, and their consequences. Causal conditions fall into two categories: social media potential and customer orientation. Interventional conditions, including internal and external constraints (usage constraints, and application constraints), and contextual constraints, include categories such as performance improvement, and the development of advertising effectiveness (individual and environmental factors). To develop effective advertising through social media, strategies such as branding and accreditation, customer engagement, and capacity building, to attract and retain customers, and to influence the desire of customers for sports products, need to be adopted... Finally, the consequences of the process of developing a paradigm of advertising through social media, in order to influence the desire of customers for sports products, social and sociological development, marketing and economic development and shopping development, in the form of development, and socio-economic beliefs will be Was.
Mohammad Reza Abbaszadeh; hossein vazifehdoost; Mohammad Ali Nasimi; Hossein Dideh Khani
Abstract
The advent of social media has contributed to the advancement and development of word-of-mouth communication, and has led to the emergence of a new phenomenon called electronic word-of-mouth (e-WOM). This mixed-methods developmental research aimed to identify and prioritize the dimensions of e-WOM in ...
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The advent of social media has contributed to the advancement and development of word-of-mouth communication, and has led to the emergence of a new phenomenon called electronic word-of-mouth (e-WOM). This mixed-methods developmental research aimed to identify and prioritize the dimensions of e-WOM in interpersonal Communications of sporting goods customers on social networks. Therefore, the meta-synthesis method and the Best-Worst Method (BWM) were used to identify and prioritize the dimensions of e-WOM, respectively. In the qualitative section, 158 articles were analyzed and 28 articles related to the research topic were finally selected, and in the quantitative section, 10 administrators of social networks working in 5 online sporting goods stores were selected as the experts using convenience sampling. In the qualitative section, the data were analyzed using Sandlowski and Barroso’s Meta-Synthesis Method, and in the quantitative section, the data were analyzed using BWM in MAXQDA and LINGO. Based on the findings, the dimensions of e-WOM were classified into 5 categories of communication elements, message platform, effectiveness of message, information exchange and outcomes of e-WOM. Moreover, 10 axial codes and 70 open codes were also identified. In addition, the most important categories included effectiveness of message, message platform, information exchange, communication elements and outcomes of e-WOM, respectively. The results can help social network managers effectively manage their e-WOM practices.
Morteza Maleki Minbashrazgah; Hooshmand Bagheri Qarahbolagh; Mohsen Eynali
Abstract
The main issue of the present research is to examine the role of advertising informativeness, social image and creativity in advertising on attitudes toward social media advertising and purchasing intention. This model has been tested in the statistical population of Majid Sport Products Manufacturing ...
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The main issue of the present research is to examine the role of advertising informativeness, social image and creativity in advertising on attitudes toward social media advertising and purchasing intention. This model has been tested in the statistical population of Majid Sport Products Manufacturing Company's Instagram page. Afterwards, 238 users of Majid Company's products that were active on the social network Instagram and were exposed to the company's advertising were surveyed through a questionnaire and using the available sampling method as a statistical sample. The purpose of this study is descriptive and survey research. Data were collected using a 16-item standard questionnaire with 5 Likert options and Structural equations’ modeling was used to analyze research data with Smart-PLS3 software. The results indicate that advertising informativeness, social role and image and creativity have a positive and significant effect on the attitude towards social media advertising. Finally, there was a positive and significant relationship between attitude toward social media advertising and purchase intention. Therefore, the more people's attitude toward internet advertising, the greater their motivation to search for information. In other words, people's attitude is an introduction to people's response to advertising and subsequently their intention to buy.
Sardar Mohammadi; Arash Zarei
Abstract
The purpose of this study was to review the effect of social network on word of mouth advertising due to loyalty and attachment to the brand in Iran Football Premier League.The present study aimed to investigate the effect of social media marketing on brand equity and the response of Persepolis football ...
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The purpose of this study was to review the effect of social network on word of mouth advertising due to loyalty and attachment to the brand in Iran Football Premier League.The present study aimed to investigate the effect of social media marketing on brand equity and the response of Persepolis football fans. Descriptive correlational method was used. The statistical population of the study consisted of all the fans of Persepolis Football Club. To cllect data, 315 questionnaires were collected online at www.porsline.ir and after excluding altered and incomplete questionnaires, 310 acceptable questionnaires were analyzed. Furthermore, a modified Seo and Park questionnaire (2018) was used that includes 23 questions that it’s face and content validities were assessed using the opinion of several professors, its convergent and divergent validity were assessed using confirmatory factor analysis and its internal validity was confirmed by Cronbach's alpha. To analyze the data, descriptive statistics and Structural Equation Modeling were used. The results indicated a significant and positive prediction of social media marketing about brand awareness changes and brand image changes, 0.5% and 1.2%, respectively. Moreover, the study found that brand awareness has a positive effect on verbal advertising and brand commitment. The brand image was also found as having significant effect on verbal advertising and brand commitment. Therefore, the ability of social media space, applied with a well- designed scientific framework, will be highly effective and football clubs can use this space and also their fans to provide services and products that can make a proper income for the club.
Mahdi Latifi Fard; Marjan Saffari; Kolsoum Heidari
Abstract
With the development of social media in this echo, Sports Fans have intended to express opinions more than before. In other hand, the purpose of the present study was the analysis of media consumption and online behavior of sports fan after El Clasico that implemented with the content analysis method. ...
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With the development of social media in this echo, Sports Fans have intended to express opinions more than before. In other hand, the purpose of the present study was the analysis of media consumption and online behavior of sports fan after El Clasico that implemented with the content analysis method. One of the status of the official Facebook page for La Liga selected Purposive sampling after first leg between FC Barcelona and Real Madrid C.F., nominated as El Clasico, 2017-18 season to investigate fans comments. Facebook features are categorized into items associated with uploading content, reviewing content uploaded by others in the network, and items related to responses to content. Finally, findings showed roughly 57 percent of social media consumption in sport end up sharing. The second function of social media in sport can be identifying with 30 percent codes. While conversations had least frequency codes 2.6 percent. Communication and reputation block haven’t dedicated any category. After coding, 10 categories came up include “reference to match, reference to individual, reference to team, offensive language, kidding with critique, blaming, reference to fan, use we and they, football emotions and interactivity”. Should noticed that the reason of forming behavior into different format such reference to match, reference to individual, and even offensive language in sport area is fan passion to club, team and city.
Masomeh Kalateh Seifari; Masoud Freydoni
Volume 4, Issue 4 , August 2017, , Pages 15-22
Abstract
The main objective of the study was to investigate the impact of mass media activities on tend to sport for all in the city of Tehran. The current study was descriptive and functional that was done as a field survey. The study population included all users of sports and fitness centers in Tehran that ...
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The main objective of the study was to investigate the impact of mass media activities on tend to sport for all in the city of Tehran. The current study was descriptive and functional that was done as a field survey. The study population included all users of sports and fitness centers in Tehran that cluster sampling method is used. First of all, Tehran city was divided in five regions: North, South, East, West and Center. Then each of these five regions, 70 persons were selected randomly (total sample size was 350 persons). For measuring Social media activity, questionnaire was designed by Moradi (2011) was used and to measure the tendency to sport for all, the questionnaire designed by the research group was used. Face and content validity was confirmed by academic experts and Cronbach's alpha coefficient showed acceptable reliability to the research questions. In continue, for investigating research questions, were used fit indexes and standard coefficient that the results from the model was showed the effect social media and its aspects on tendency to sport for all. Also fitness indexes were showed, the model has good fitness with the data. Finally, with paying attention to the results, media and sport experts can improved sport skill level and sport performance of all people with using innovation in programs and establishing the motivation.
shahrzad Nayyeri; marjan safari
Volume 3, Issue 4 , September 2016, , Pages 45-58
Abstract
This study for understanding the applications of communication theories in the field of sport was developed in three parts: (1) A review of the six most cited communication theories (Agenda Setting, Framing, Cultivation, Disposition-Based Theory, Social Identity and Hegemonic); (2) A introduction of ...
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This study for understanding the applications of communication theories in the field of sport was developed in three parts: (1) A review of the six most cited communication theories (Agenda Setting, Framing, Cultivation, Disposition-Based Theory, Social Identity and Hegemonic); (2) A introduction of relatively new link between social media and sport communication studies (Parasocial interaction and uses & gratifications theories) And (3) applying the uses & gratifications theory as the basis for analysing Sardar Azmoun’s motives for using Instagram. For this purpose the content analysis as an efficient method of qualitative analysis was used. 100 recent posts of 246 total posts of Sardar Azmoun’s Instagram were analyzed to extract themes. Data analysis in order to identify the motives of Instagram users showed six major themes and eleven sub-themes: Interactivity with other athletes and fans main theme consisting of Prayer, love of country, thanks and greeting Sub-themes; diversion main theme consisting of providing information about the interests sub-theme; information sharing main theme consisting of offering insights about coaches and offering insights about other athletes sub-themes; linking to content main theme consisiting of pointing fans to places of interest sub-theme; fanship main theme consisitining of sharing their fandom of other sports sub-theme and promotional main theme consisting of endorsing public relations efforts and stimulating motives sub-themes.
Amin Raee'at; Mahvash Zeini Zadeh; Somaeh Emadi
Volume 2, Issue 4 , September 2015, , Pages 38-46
Abstract
ABSTRACTSocial media marketing, including the use of Facebook , is becoming a prevalent part of the promotional marketing mix by recreation and sport organizations.While use of Facebook as a marketing tool is common , empirical evidence of itsuse is lacking. This study examined the effectiveness ...
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ABSTRACTSocial media marketing, including the use of Facebook , is becoming a prevalent part of the promotional marketing mix by recreation and sport organizations.While use of Facebook as a marketing tool is common , empirical evidence of itsuse is lacking. This study examined the effectiveness of social media marketing on college students in a campus recreation setting. Specifically, the effectiveness of Facebook status messages were assessed via a 2 × 2 repeated factorial within withinsubjects design to determine their influence on awareness of, interest in, and intention to participate in a campus recreation special event. Participants wereassigned to experimental (n = 27) or control (n = 25) groups . ANCOVAs revealed significant differences in awareness based on the treatment, but not in interest orintention. Findings suggest that social media marketing was effective in increasing awareness , and the study served as an empirical foundation for future research .