Document Type : Research Paper

Authors

• Ghorban Yaghobi ¹
• kazem Cheraghbirjandi ²

¹ 1. Master's student in sports management, Islamic Azad University, Birjand, Iran

² Assistant Professor of Sports Management, Islamic Azad University, Birjand Branch

Abstract

Abstract: The purpose of this research was the effect of self-expression on social capital in social media: the mediating effect of avoidant attachment in sports context. The research method is descriptive and was conducted in the field. The statistical population of the research included all customers of sports media in Iran. Sampling was from the unlimited population of 384 people. The sampling method was done in a multi-stage cluster. The research tools included Chang and Koo (2012) and Park and Chang (2011) self-expression questionnaire, Ellison et al.'s (2007) and Press (2016) social capital questionnaire and Marshall et al.'s (2013) avoidant attachment questionnaire were used. To ensure the validity of the questionnaires, after compiling them, the opinions and guidance of expert professors in the science of sports management were used and their opinions were included in the final questionnaire. To ensure the reliability of the questionnaires, 30 copies of it were distributed in a preliminary study on a sample that was completely randomly selected, and Cronbach's alpha coefficient for self-expression (α=0.78), social capital (α=0.87) and for attachment Avoidance (α=0.80) was obtained. The results of the research showed that self-expression has an effect on social capital in sports media and avoidant attachment, and avoidant attachment plays a mediating role in the relationship between self-expression and social capital. Therefore, it is suggested that virtual sports media provide conditions where the audience can easily express themselves and enjoy the content of the media.

Keywords

• Self-expression"
• Social capital"
• , "
• Avoidant attachment,"
• "
• Social media"

Main Subjects

• Sports Media