Ranking of media and non-media information and promotion sources influencing the process of benefactors' participation in school sport

Articles in Press

Document Type : Research Paper

Authors

1 PhD Student of Sport Management, Shiraz Branch, Islamic Azad University, Shiraz, Iran

2 Assistant Professor, Department of Physical Education, Shiraz Branch, Islamic Azad University, Shiraz, Iran

3 Associate Professor, Department of Physical Education, Shiraz Branch, Islamic Azad University, Shiraz, Iran

4 Assistant Professor of Sport Management, Shiraz Branch, Islamic Azad University Shiraz, Iran

Abstract

The present study was designed and implemented with the aim of ranking media and non-media information and promotion sources that influence the process of benefactors' participation in school sports. The current research is a descriptive-survey type with an applied purpose, which was conducted in the field. The statistical population of the present study included all active benefactors in the field of sports in Iranian schools, who were identified as the research sample based on the selection of the entire number of these people. Finally, after distributing and collecting the research questionnaires; 124 questionnaires were analyzed. The instrument of the current research was a questionnaire taken from the research of Mossadegh Rad and Ehteshami (2018). The validity of this questionnaire was reported as 0.86 due to the opinion of the professors and the reliability of this questionnaire. TOPSIS method was used to analyze the research data. All research data analysis process was done in Topsis Slover software. According to the results of the present research, it was determined that social networks with a proximity coefficient of 0.826 and individual observations with a proximity coefficient of 0.737 are the most important media and non-media information and promotion sources in the process of benefactors' participation in school sports. With this attention, in order to attract donors to the activities related to school sports, it is necessary to pay attention to media and non-media information and promotion authorities in the field of social networks and individual observations.

Keywords

Main Subjects

Communication Management in Sport Media

Articles in Press, Accepted Manuscript
Available Online from 26 August 2023

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History

  • Receive Date: 14 October 2022
  • Revise Date: 25 August 2023
  • Accept Date: 26 August 2023

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