عوامل مؤثر بر توسعه‌ی برند شخصی ورزشکاران از طریق شبکه اجتماعی اینستاگرام

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی کارشناسی ارشد، گروه علوم ورزشی، دانشکده علوم تربیتی و روانشناسی، دانشگاه شهید مدنی آذربایجان، تبریز، ایران.

2 دانشیار، گروه علوم ورزشی، دانشکده علوم تربیتی و روانشناسی، دانشگاه شهید مدنی آذربایجان، تبریز، ایران.

3 . دانشیار، گروه علوم ورزشی، دانشکده علوم تربیتی و روانشناسی، دانشگاه شهید مدنی آذربایجان، تبریز، ایران.

4 . دانشجوی، گروه مدیریت ورزشی، دانشکده تربیت‌بدنی و علوم ورزشی، دانشگاه تبریز، تبریز، ایران.

چکیده

رسانه‌های اجتماعی نقشی کلیدی در فرآیند ایجاد و ساخت یک برند شخصی ایفا می‌کنند، پس ورزشکاران می‌توانند از آن به نفع خود برای دسترسی به میلیون‌ها نفر و افزایش ارتباطات شخصی با بینندگان و حامیان خود استفاده کنند. هدف اصلی پژوهش حاضر، بررسی مؤلفه‌های مؤثر بر توسعه‌ی برند شخصی ورزشکاران از طریق شبکه اجتماعی اینستاگرام بود. پژوهش حاضر یک مطالعه مقطعی بود که بر اساس هدف، کاربردی، از نظر روش، توصیفی و به لحاظ گردآوری داده‌ها، پیمایشی بود. جامعه آماری پژوهش شامل ورزشکاران، قهرمانان و مربیان رشته‌های مختلف ورزشی که در شبکه اجتماعی اینستاگرام عضو بوده و حساب کاربری فعال داشتند، بود. با توجه به جامعه نامحدود، با استفاده از جدول مورگان تعداد نمونه 384 نفر در نظر گرفته شد، اما با در نظر گرفتن درصدی برای عدم بازگشت پرسشنامه‌ها، 400 پرسشنامه توزیع و جمع‌آوری شد. روایی صوری و محتوایی آن، توسط 8 نفر از اساتید مدیریت و علوم ورزشی تأیید شد. پایایی پرسشنامه نیز، با استفاده از روش ضریب آلفای کرونباخ، محاسبه شد. پرسشنامه شامل سه بخش، سوالات جمعیت‌شناسی، پرسشنامه ویژگی‌های رسانه‌های اجتماعی چان المستد و همکاران (2013) و برندسازی شخصی ورزشکاران آرای (2010) بود. برای تجزیه‌وتحلیل‌ آماری داده‌های حاصل از پژوهش، از نرم‌افزارهای SPSSv27 و Smart.PLS.4 استفاده شد. نتایج نشان داد که ویژگی گشودگی، ارتباطات، مشارکت، گفتگوپذیری و اشتراک شبکه اجتماعی اینستاگرام بر برندسازی شخصی ورزشکاران، اثری مستقیم و معنادار دارد و عوامل مؤثر بر برندسازی شخصی ورزشکاران از طریق شبکه اجتماعی اینستاگرام، از اولویت متفاوتی برخوردارند. بنابراین ورزشکاران باید بر اساس ویژگی‌های شخصیتی، ظاهری، توانمندی‌های حرفه‌ای، سبک زندگی و الگوهای رفتاری خود، تصویری مثبت و جذاب از برندشان در اینستاگرام خلق کنند و از پتانسیل رسانه‌ای اینستاگرام برای معرفی دستاوردهای ورزشی، اهداف، ارزش‌ها و شخصیت‌شان استفاده نمایند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Factors affecting the development of the personal brand of athletes through the social network Instagram

نویسندگان [English]

  • yasaman rezaeiniya 1
  • mahdi bashiri 2
  • Behrouz Ghorbanzadeh 3
  • Sheyda Amini 4
1 Msc Student, Department of Sport Sciences, Faculty of Education and Psychology, Azarbaijan Shahid Madani University, Tabriz, Iran.
2 Associate Professor, Department of Sport Sciences, Faculty of Education and Psychology, Azarbaijan Shahid Madani University, Tabriz, Iran.
3 Associate Professor, Department of Sport Sciences, Faculty of Education and Psychology, Azarbaijan Shahid Madani University, Tabriz, Iran.
4 Ph.D. Student, Department of Sport Management, Faculty of Physical Education and Sport Sciences, Tabriz University, Tabriz, Iran.
چکیده [English]

Social media play a key role in the process of creating and building a personal brand, so athletes can use it to their advantage to reach millions and enhance personal connections with their viewers and supporters. The main objective of the present research was to investigate the factors affecting the development of athletes’ personal brands through the social network Instagram. This research was a cross-sectional study that was applied in terms of purpose, descriptive in terms of method, and survey-based in terms of the collector data. The statistical population of the research included athletes, champions and coaches of sports disciplines who are members of the social network Instagram and have an active account. Considering the unlimited population, using Morgan's table, a sample size of 384 was determined, but taking into account a percentage for non-return of questionnaires, 400 questionnaires were distributed and collected. The face and content validity of it was confirmed by 8 professors, management specialists, and sports sciences experts. The reliability of the questionnaire was also calculated using Cronbach's alpha coefficient method. The questionnaire consisted of three sections: demographic questions, Chan-Olmested et al (2013) social media characteristics questionnaire, and Arai's (2010) athletes personal branding. For the statistical analysis of the data obtained from the research, SPSSv27 and Smart.PLS.4 software were used. The results showed that the characteristics of openness, communication, participation, conversationality, and sharing on the social network Instagram have a direct and significant effect on the personal branding of athletes, and the factors influencing the personal branding of athletes through the social network Instagram have different priorities. Therefore, athletes should create a positive and attractive image of their brand on Instagram based on their personality traits, appearance, professional capabilities, lifestyle, and behavioral patterns, and utilize the media potential of Instagram to introduce their sports achievements, goals, values, and personality.

کلیدواژه‌ها [English]

  • Athlete branding
  • marketing
  • social media
  • Instagram

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مدیریت ارتباطات در رسانه های ورزشی
دوره 12، شماره 3 - شماره پیاپی 47
اردیبهشت 1404
صفحه 181-202

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  • تاریخ دریافت: 27 آبان 1403
  • تاریخ بازنگری: 30 دی 1403
  • تاریخ پذیرش: 03 بهمن 1403

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