نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت ورزشی، واحد بروجرد، دانشگاه آزاد اسلامی، بروجرد، ایران
2 دانشیار مدیریت ورزشی، دانشگاه پیام نور، تهران
3 استادیار مدیریت ورزشی، واحد بروجرد، دانشگاه آزاد اسلامی، بروجرد، ایران
چکیده
اینترنت و رسانه‌های اجتماعی بازاریابی ورزشی را آسانتر می کنند. از لحاظ تاریخی، پخش تلویزیونی منبع اصلی درآمد تیم‌های ورزشی برتر، لیگ‌ها و انجمن‌های ورزشی است. هدف این تحقیق، بررسی تأثیر رسانه‌های اجتماعی و اینترنت بر بازاریابی رویدادهای ورزشی بود. اینترنت فرصت‌های جدیدی برای توزیع و موارد موردنیاز مصرف کنندگان رویدادهای ورزشی ایجاد می‌کند. رسانه‌های اجتماعی شکل جدیدی از ارتباطات بین طرفداران، ورزشکاران، تیم‌ها و حامیان را ایجاد می‌کنند. فناوری تلفن‌همراه نیز باعث میشود که طرفداران و مصرفکنندگان رویدادهای ورزشی، محتوای ورزشی را به‌طورکلی و همچنین زنده در همه‌جا پیگیری کنند و همچنین این تغییرات چالش‌ها و فرصت‌های بسیار استراتژیک را ایجاد می‌کند. روش کار این تحقیق از نوع مطالعه و بررسی سایت‌ها و شبکههای اجتماعی و همچنین ترجمه مقالات متفاوت در این زمینه در چندین چارچوب و ایده بود؛ به‌ویژه مدل اکوسیستم ورزش، بازاریابی رویدادی، بازاریابی ستاره و تفاوت‌های بین‌المللی در تماشای ورزش برای ورزش‌های خاص. براساس نتایج تحقیق، چارچوبی برای توسعه استراتژی رسانه‌های اجتماعی پیشنهاد شد که می‌تواند برای ارزیابی وضعیت فعلی سازمان ورزشی و همچنین تسهیل توسعه استراتژی رسانه‌های اجتماعی استفاده شود. نتیجۀ بازاریابی یکپارچه نشان‌دهنده افزایش بلوغ از لحاظ ایجاد استراتژی یکپارچه است که ترکیبی از استفاده فعالانه از سیستم‌عامل‌های رسانه‌های اجتماعی و سیستم‌های داخلی با استفاده از رسانه‌های اجتماعی و جوامع است که بر وب‌سایت باشگاه یا فدراسیون تمرکز می‌کنند.
کلیدواژه‌ها
عنوان مقاله [English]
The Relationship Between Media Consumption and Communication Skills of Sports Science Students
نویسندگان [English]
- Nosrat Allah Abedini 1
- Hamid Ghasemi 2
- reza saboonchi 3
1 Ph.D. Sdtudent in Sports Management, Borujerd Branch, Islamic azad university, Borujerd, Iran.
2 Associate Prof. in Department of Sport Management, Payam Noor, Tehran, Iran.
3 Assistant prof. of Sports Management, Borujerd Branch, Islamic Azad University, Borujerd, Iran.
چکیده [English]
The purpose of this study was to investigate the relationship between media consumption and communication skills of sports science students. The method of the present study was descriptive-correlational and in terms of practical purpose, it is in the field. The statistical population studied in this study consisted of all students of sports sciences of Islamic Azad University in the academic year 2018-2019 (6230 people) who used Cohen, Morgan and Georgian sample size determination table and relying on random-cluster sampling method. Data collection tools included Ghasemi Communication Skills Questionnaire (2017) and Media Consumption of Mahmoudian et al (2015) that their content validity was evaluated by 8 expert professors in the field of sports management; Their reliability with Cronbach's alpha was 0.77 and 0.74, respectively. In order to analyze the data, frequency and percentage indicators were used, and in the inferential statistics section, the Kolmorov-Smirnov test and the structural equation modeling test were used by SPSS and PLS statistical software. The results of statistical analysis showed that media consumption has a positive, direct and significant relationship with communication skills of sports students. On the one hand, the development of media infrastructure in universities as much as possible, and on the other hand, teaching how to use all kinds of media as a tool and strengthening the communication skills of people active in the field of sports should be given the attention of officials and practitioners in the field of higher education. So the result of this will be the optimal use of media in all aspects of sports science students' lives.
کلیدواژه‌ها [English]
- Media consumption
- Communication skill
- Students
- Sports science
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