Document Type : Research Paper
Authors
1 phD student of Physical Education Department, Mashhad Branch, Islamic Azad University, Mashhad, Iran.
2 Associate Professor, Department of Physical Education, Faculty of Management, Mashhad Branch, Islamic Azad University, Mashhad
3 Associate Professor, Department of Physical Education, Mashhad Branch, Islamic Azad University, Mashhad, Iran
4 Associate Professor of Physical Education Department, Mashhad Branch, Islamic Azad University, Mashhad, Iran.
Abstract
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.
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