طراحی الگوی عوامل مؤثر بر درآمدزایی ورزشکاران از طریق فضای مجازی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 'گروه مدیریت ورزشی، واحد همدان، دانشگاه آزاد اسلامی، همدان، ایران

2 گروه تربیت بدنی و علوم ورزشی، واحد همدان، دانشگاه آزاد اسلامی، همدان، ایران

چکیده

هدف از تحقیق حاضر، طراحی الگوی درآمدزایی ورزشکاران از طریق فضای مجازی بود. روش تحقیق حاضر، با رویکرد کیفی به روش داده بنیاد (الگوی سیستماتیک اشتراوس و کوربین) است که ازنظر هدف بنیادی و ازنظر جمع‌آوری داده‌ها به‌صورت میدانی انجام گرفت. جامعه آماری تحقیق حاضر، شامل تمامی نخبگان مدیریت ورزشی، ورزشکاران و فعالان حوزه تجارت و کسب‌وکار ورزشی در بستر رسانه‌های اجتماعی و فعالان اقتصادی این حوزه و متخصصین فناوری اطلاعات می‌باشد که به روش نمونه‌گیری گلوله برفی انتخاب‌شده‌اند (20 نفر). تجزیه‌وتحلیل داده‌ها جهت کدگذاری باز، محوری و گزینشی از رویکرد کیفی گراندد تئوری (تئوری زمینه‌ای) استفاده شد و با تحلیل مصاحبه‌ها، کدگذاری باز انجام گرفت. بر اساس کدهای باز شناسایی‌شده، کدهای محوری شکل گرفتند و به کمک کدگذاری انتخابی الگوی نظری توسعه پیدا کرد، سپس الگوی پارادایمی با نظر خبرگان مورد تأیید قرار گرفت. یافته‌های پژوهش نشان می‌دهند که درآمدزایی ورزشکاران نخبه از طریق فضای مجازی تحت تأثیر شرایط علی مانند زیرساخت‌های فناوری و دانش دیجیتال، شرایط زمینه‌ای شامل حمایت‌های سازمانی و نقش دولت و شرایط مداخله‌گر ازجمله چالش‌های اقتصادی و قانونی قرار دارد. راهبردهای مؤثر مانند تقویت تیم‌های مدیریتی، بهره‌گیری از فناوری‌های نوین و طراحی کمپین‌های بازاریابی دیجیتال می‌توانند به توسعه این فرایند کمک کنند. پیامدهای این فرایند شامل رشد اقتصادی، گسترش فرهنگ ورزشی و بهبود شاخص‌های اجتماعی است.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Designing a Model for Athletes’ Income Generation through Social Media

نویسندگان [English]

  • Mohamad Javad Kakeh 1
  • Sirous Ahmadi 2
  • Gholamreza Khaksari 2
1 Department of sports management, Hamedan Branch, Islamic Azad University, Hamedan, Iran
2 Department of Physical Education and Sports Sciences, Hamedan Branch, Islamic Azad University, Hamedan, Iran.
چکیده [English]

This study aimed to design a model explaining how athletes generate income through social media. The investigation adopted a qualitative strategy grounded in Strauss and Corbin’s systematic approach. The team gathered data through fieldwork to meet the study’s fundamental objective. The statistical population comprised 20 individuals, experts in sports management, elite athletes, and sport-business and commerce professionals active on social platforms, economic actors, and information-technology specialists. The researchers recruited them via snowball sampling. The research team applied grounded theory to conduct systematic open, axial, and selective coding procedures. They carried out open coding by thoroughly analysing interview transcripts. Guided by the resulting open codes, they formulated axial codes and, through selective coding, constructed the overarching theoretical model. Subject-matter experts subsequently validated the proposed paradigm model. The findings show that elite athletes’ ability to earn income via social media depends on causal conditions, including reliable technological infrastructure and sufficient digital literacy; contextual conditions, consistent organisational support and active government involvement; and intervening conditions, persistent economic pressures and complex legal constraints. Effective strategies for fortifying management teams, adopting current technologies, and crafting targeted digital marketing campaigns can contribute to developing this process. These actions can yield tangible benefits, including sustained economic growth, a wider appreciation of sporting culture, and measurable gains in selected social indicators.

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کلیدواژه‌ها [English]

  • Social Networks
  • Sports Economy
  • Sports Industry
  • Technology

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  • تاریخ دریافت: 25 آذر 1403
  • تاریخ بازنگری: 28 اردیبهشت 1404
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