Document Type : Research Paper
Authors
1 sports management, Ayatollah Amoly Branch, Islamic Azad University, Amoly, Iran
2 Department of Sports Management, Chalous Branch, Islamic Azad University, Chalous, Iran
3 Art University, Tehran, Iran
Abstract
Nowadays, social media communication management is one of the vital aspects of planning in sports communities. These networks have a widespread impact on shaping people's attitudes and behaviors. Therefore, the present study was conducted to develop an effective model for managing social media communications with a positive flow approach in the sports community. The research method was qualitative with a grounded theory approach, using semi-structured in-depth interviews with 16 experts. The experts included professors and researchers in media management and sports media at universities, expert specialists in public relations and communications in sports organizations, and managers and specialists of sports media centers. Sampling was done by purposeful sampling method and using the snowball method. The data obtained from the interviews were analyzed using the qualitative content analysis method. Interview coding was done using MAXQDA2020 software. Lincoln and Guba's (1985) evaluation criteria, including credibility, transferability, dependability, and confirmability, were used to assess the quality and validation of the qualitative results in the present study. The factors of social media communication management with a positive flow approach in the sports community included three dimensions: media infrastructure development (4 indicators), promotion of media culture (2 indicators), and management of media flow creation (5 indicators). Using a positive flow approach on social networks, communication management in the sports community can be improved and create a sense of participation and trust among members of the sports community.
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