شناسایی عوامل مؤثربرتولید محتوای دیجیتال در صنعت ورزش

نوع مقاله : مقاله پژوهشی

نویسندگان

گروه تربیت بدنی، واحد مشهد، دانشگاه آزاد اسلامی، مشهد، ایران.

چکیده

چکیده: پژوهش حاضر با هدف شناسایی عوامل مؤثر بر تولید محتوای دیجیتال در صنعت ورزش اجرا گردید. روش پژوهش از نوع آمیخته (کیفی-کمی) بود. جامعه آماری تحقیق حاضر بر مبنای روش نمونه‌گیری هدفمند و گلوله برفی، در جهت شناسایی مؤلفه‌های مؤثر بر تولید محتوای دیجیتال در صنعت ورزش، از خبرگان و کارشناسان حوزه‌های رسانه و بازاریابی دیجیتال، کارشناسان صداوسیما، مجریان و خبرنگاران ورزشی و روزنامه‌نگاران ورزشی جهت انجام مصاحبه‌های عمیق و استخراج کدهای باز، محوری و نظری دعوت شد که از این میان، محققان توانستند با 28 نفر خبره در این حوزه تا رسیدن به اشباع نظری مصاحبه به عمل آورد. جهت تجزیه‌وتحلیل داده‌های تحقیق حاضر از کدگذاری در بخش کیفی و از روش مدل‌سازی ساختاری تفسیری در بخش کمی استفاده گردید. نتایج تجزیه‌وتحلیل مصاحبه‌های انجام‌شده نشان داد که تعداد 66 کد استخراج گردید که این کدها در 12 دسته شامل مسائل فرهنگی-مدیریتی، نیروی انسانی، استحکام محتوا، تناسب محتوا، حجم محتوا، اثربخشی تبلیغات، طراحی خیره‌کننده، کیفیت محتوا سوژه محتوا، هماهنگی، مهارت عوامل تولید و فاخر بودن دسته‌بندی شدند. توجه به عوامل شناسایی شده می تواند بستر سازی فنی و غیرفنی در جهت تولید محتوای دیجیتال در صنعت ورزش را فراهم نماید.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Identifying effective factors in the production of digital content in the sports industry

نویسندگان [English]

  • Nafiseh Naghibi
  • Mohamadreza Esmaeilzadeh Ghandhari
  • Hassan Fahimdevin
  • Hossein Peymanizad
Department of Physical education, Ma.C., Mashhad branch, Islamic Azad university, Mashhad, Iran
چکیده [English]

The current research was carried out with the aim of identifying the effective factors in the production of digital content in the sports industry. The research method was mixed (qualitative-quantitative). The statistical population of this research is based on the purposeful and snowball sampling method, in order to identify the effective components on the production of digital content in the sports industry, from experts and experts in the fields of media and digital marketing, radio and television experts, presenters and journalists of sports and newspapers. Sports writers were invited to conduct in-depth interviews and extract open, central and theoretical codes, of which the researchers were able to interview 28 experts in this field until reaching theoretical saturation. In order to analyze the data of this research, coding was used in the qualitative part and interpretive structural modeling was used in the quantitative part. The results of the analysis of the conducted interviews showed that 66 codes were extracted, and these codes were divided into 12 categories, including cultural-management issues, human resources, content strength, content suitability, content volume, advertising effectiveness, stunning design, subject content quality. Content, coordination, skill of production factors and luxury were categorized. Paying attention to the identified factors can provide a technical and non-technical basis for the production of digital content in the sports industry.

کلیدواژه‌ها [English]

  • Advertising
  • Content Quality
  • Human Resources
  • Technology

مراجع

Abdul Mohammad, M., & Handijani Fard, M. (1401). Banks and social media marketing: a research based on content analysis. Smart Business Management Studies, 9(35), 1-11. (Persian).
Agnihotri, R. (2020). Social media, customer engagement, and sales organizations: A research agenda. Industrial Marketing Management, 90, 291-299.
Amin, S. M., Ahmad, U. N. U., & Hui, L. S. (2012). Factors contributing to customer loyalty towards telecommunication service provider. Procedia-Social and Behavioral Sciences, 40, 282-286. https://doi.org/10.1016/j.sbspro.2012.03.192
Babaei Mobarakeh, M., Kohandel, M. Khodayari, A., Nurbakhsh, M., & Zarei, A. (2019). Designing a structural model of the motivation of viewers of sports programs through digital devices. Communication management in sports media, 7(1), 15-26. (Persian). DOI:  10.30473/jsm.2019.45341.1314
Boyle, R. (2013). Reflections on communication and sport: On journalism and digital culture. Communication & Sport, 1(1-2), 88-99. DOI: 10.1177/2167479512467978.
Chen, K., Jeon, J., & Zhou, Y. (2023). A critical appraisal of diversity in digital knowledge production: Segregated inclusion on YouTube. New Media & Society, 25(11), 2855-2876. DOI: /10.1177/14614448211034846.
Drotner, K. (2020). Children’s digital content creation: Towards a processual understanding of media production among Danish children. Journal of Children and Media, 14(2), 221-236. DOI: 10.1080/17482798.2019.1701056
Elbyaly, M. Y. H., & Elfeky, A. I. M. (2023). The impact of blended learning in enhancing the skill performance of producing digital content among students of optimal investment. Ann. For. Res, 66(1), 2031-2043.
Fadista, P. M. B. (2021). Sports media landscape: Investigating parasocial interactions, behaviours and the impact of sport absence due to lockdown (Master's thesis).
Falloon, G. (2020). From digital literacy to digital competence: the teacher digital competency (TDC) framework. Educational Technology Research and Development, 68, 2449-2472. DOI: 10.1007/S11423-020-09767-4.
Guo, Y., Fan, D., & Zhang, X. (2020). Social media–based customer service and firm reputation. International Journal of Operations & Production Management, 40(5), 575-601. DOI:10.1108/IJOPM-04-2019-0315
Haleem, A., Javaid, M., Qadri, M. A., & Suman, R. (2022). Understanding the role of digital technologies in education: A review. Sustainable Operations and Computers, 3, 275-285. DOI: https://www.sciencedirect.com/science/article/pii/S2666412722000137.
Hudson, S., Roth, M. S., Madden, T. J., & Hudson, R. (2015). The effects of social media on emotions, brand relationship quality, and word of mouth: An empirical study of music festival attendees. Tourism Management, 47, 68-76.
Hutchins, B., & Rowe, D. (2009). From broadcast scarcity to digital plenitude: The changing dynamics of the media sport content economy. Television & New Media, 10(4), 354-370. DOI: 10.1177/1527476409334016.
Kilpeläinen, A., Päykkönen, K., & Sankala, J. (2012). The use of social media to improve social work education in remote areas. Journal of Technology in Human Services, 29(1), 1-12. DOI: 10.1080/15228835.2011.572609.‏
Lopes, A. R., & Casais, B. (2022). Digital content marketing: Conceptual review and recommendations for practitioners. Academy of Strategic Management Journal, 21(2), 1-17. DOI: https://scholar.google.com/scholar?hl=en&as_sdt=0%2C5&q.
Mahoney, T. Q., Lovich, J., & Brady, L. (2019). Social Media Strategy in the Sporting Goods Industry: Potential Application for Brooks Sports, Inc.‏ DOI: https://sk.sagepub.com/cases/embed/social-media-strategy-s.
Maiden, N., Zachos, K., Franks, S., Wells, R., & Stallard, S. (2020, October). Designing digital content to support science journalism. In Proceedings of the 11th Nordic Conference on Human-Computer Interaction: Shaping Experiences, Shaping Society (pp. 1-13). DOI: https://dl.acm.org/doi/abs/10.1145/3419249.3420124.
Mazzarolo, A. H., Mainardes, E. W., & Innocencio, F. A. (2021). Antecedents and consequents of user satisfaction on Instagram. Marketing Intelligence & Planning, 39(5), 687-701. DOI:10.1108/MIP-08-2020-0370
Mollahosseini, A., & Mohajeri, H. (2016). Evaluating the effect of users' interactions in social media on purchase intention and brand awareness: a case study of the Sony mobile phone fan page on LinkedIn, Ministry of Science, Research and Technology - Shahid Bahonar University, Kerman - Faculty of Management and Economics. (In Persian). DOI: https://scholar.google.com/scholar?hl=en&as_sdt.
Parganas, P., Parganas, P., Anagnostopoulos, C., Anagnostopoulos, C., Chadwick, S., & Chadwick, S. (2017). Effects of social media interactions on brand associations: A comparative study of soccer fan clubs. International Journal of Sports Marketing and Sponsorship, 18(2), 149-165. https://www.emerald.com/ijsms/articleabstract/18/2/149/153372/.
Prasad, V. K., Ramamurthy, K., & Naidu, G. M. (2001). The influence of internet-marketing integration on marketing competencies and export performance. Journal of International Marketing, 9(4), 82-110.‏ DOI: 10.1509/jimk.9.4.82.19944.
Rezai Sufi, M., Shabani, A. (2013). Investigating the impact of mass media on financing in sports. Communication Management in Sports Media, 1(3), 49-43. (Persian).
Rowley, J. (2008). Understanding digital content marketing. Journal of marketing management, 24(5-6), 517-540.
Sun, X. (2023). Strategy analysis for a digital content platform considering perishability. Annals of Operations Research, 320(1), 415-439. DOI: 10.1007/s10479-022-04967-y.
Taghi Panahi, F., Nokarizi, M., Dayani, M. (2018). Identifying the success factors of content creation in the Instagram social network: Qualitative survey. Information Research and Public Libraries, 3, 1-10. (Persian).
Terho, H., Mero, J., Siutla, L., & Jaakkola, E. (2022). Digital content marketing in business markets: Activities, consequences, and contingencies along the customer journey. Industrial Marketing Management, 105, 294-310. https://doi.org/10.1016/j.indmarman.2022.06.006
Wu, W. C. V., Manabe, K., Marek, M. W., & Shu, Y. (2023). Enhancing 21st-century competencies via virtual reality digital content creation. Journal of Research on Technology in Education, 55(3), 388-4. DOI: 10.1080/15391523.2021.1962455.

فایل ها

سابقه مقاله

  • تاریخ دریافت: 15 شهریور 1402
  • تاریخ بازنگری: 03 آذر 1402
  • تاریخ پذیرش: 13 دی 1402

هم رسانی

ارجاع به این مقاله

آمار