Document Type : Research Paper
Authors
1 Ph.D. student, Department of Sports Management,, South Tehran Branch, Islamic Azad University, Tehran, Iran
2 Department of Sports Management, South Tehran Branch, Islamic Azad University, Tehran, Iran
3 Department of Sports Management, Qazvin Branch, Islamic Azad University, Qazvin , Iran
Abstract
The aim of this study was to present a sustainable social responsibility model for media activities of sports organizations. The research was qualitative with a thematic analysis approach. The statistical population included prominent experts in sports management specializing in sustainable management, media, and managers of sports organizations (19 participants). Purposeful sampling was used, and interviews were conducted until theoretical saturation was reached. The research instrument was exploratory (semi-structured) interviews. The validity of the instrument was assessed and confirmed based on sample credibility, expert opinions, and inter-rater agreement. The proposed method by Attride-Stirling (2001) was utilized for data analysis, and the Pro version of MaxQDA software was employed for analyzing the interviews. The findings revealed 4 overarching themes, 12 organizing themes, and 52 basic themes. Media play a significant role in promoting social responsibility through awareness strategies, leveraging digital platforms, and maintaining continuous engagement with audiences. Sports organizations also strengthen their social responsibility by supporting vulnerable groups and participating in social projects. Continuous evaluation of the impact of media and social actions through surveys and data analysis helps identify the strengths and weaknesses of current strategies.
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