ارائه مدل نقش رسانه‌های اجتماعی بر ورود بانوان تماشاگر به استادیوم‌های فوتبال ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه اصفهان، اصفهان، ایران

2 دانشیار مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه مازندران، بابلسر، ایران

3 کارشناس ارشد مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه مازندران، بابلسر، ایران

4 دانشجوی دکتری مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه مازندران، بابلسر، ایران

چکیده

حضور تماشاگران در استادیوم‌های فوتبال موجب زنده بودن ورزش شده است و بدون حضور تماشاگران فوتبال جذابیت و مهیج بودن خود را از دست می‌دهد. در ایران زنان حق حضور در استادیوم‌های فوتبال را ندارند. از طرفی رسانه‌های اجتماعی در یافته‌های جدید و شکل‌گیری تحولات و اطلاع رسانی نقش پررنگی دارند. از این رو هدف از پژوهش حاضر ارائه مدلی از نقش رسانه‌های اجتماعی بر حضور بانوان تماشاگر در استادیوم‌های فوتبال بود. این پژوهش ازنظر هدف، توسعه‌ای و ازنظر راهبرد، اکتشافی است که به‌صورت کیفی بر اساس نظریه داده بنیاد اجرا شد. جامعه پژوهش، اساتید و نخبگان در زمینه مدیریت ورزشی و فعالان رسانه بودند که به‌صورت هدفمند و گلوله برفی انتخاب شدند و با مصاحبه‌های نیمه ساختاریافته داده‌ها گردآوری شدند. نتایج نشان داد  مدل به دست آمده از سه بخش تشکیل شده است. در سطح اول مدل، مؤلفه‌های عوامل پیشبرنده و در سطح دوم، مؤلفه‌های عوامل مرتبط با فرآیندها و همچنین در سطح سوم، پیامدهای اولیه و ثانویه هستند. با حمایت  دولت و استفاده از نتایج حاصل از پژوهش حاضر، مدیران و مسئولین بخش فوتبال ایران می‌توانند با فراهم‌ سازی امکان حضور بانوان تماشاگر در استادیوم‌های فوتبال  ایران به توسعه بازاریابی فوتبال و اقتصاد فوتبال کشور کمک شایانی کنند.

کلیدواژه‌ها

عنوان مقاله [English]

Presenting a Model of the Role of Social Media on the Entry of Female Spectators into Iranian Football Stadiums

نویسندگان [English]

  • hamid mirsafian 1
  • Masoumeh Kalateh Seifari 2
  • Sahar Akbarnezhad Dehmiani 3
  • Fatemeh Katebi Jahromi 4
1 Assistant Prof. in Sports Management, Faculty of Sports Sciences, University of Isfahan, Isfahan, Iran
2 Associate Prof. in Sports Management, Faculty of Sports Sciences, University of Mazandaran, Babolsar, Iran
3 M.Sc. in Sports Management, Faculty of Sports Sciences, University of Mazandaran, Babolsar, Iran
4 Ph.D. Student in Sports Management, Faculty of Sports Sciences, University of Mazandaran, Babolsar, Iran
چکیده [English]

The presence of spectators in football stadiums has made the sport live, & without the presence of football spectators, it loses its charm & excitement. In Iran, women are not allowed to attend football stadiums. On the other hand, social media has a significant role in new findings & the formation of developments & information. Therefore, the purpose of this study was to provide a model of the role of social media on the entry of female spectators into Iranian football stadiums. This research is exploratory in terms of purpose & strategic in terms of exploration, which was carried out qualitatively based on the data theory of the foundation. The study population consisted of professors & elites in the field of sports management & media activists who were purposefully selected & snowballed & the data were collected through semi-structured interviews. The results showed that the obtained model consists of three parts. In the first level of the model are the components of the driving factors & in the second level are the components of the factors related to the processes & also in the third level are the primary & secondary outcomes. With the support of the government & using the results of the present study, managers & officials of the Iranian football sector can help the development of football marketing & the country's football economy by providing the possibility of female spectators in Iranian football stadiums.

کلیدواژه‌ها [English]

  • Foundation Data Theory
  • Marketing
  • Presence
  • Support

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  • تاریخ دریافت: 14 دی 1399
  • تاریخ پذیرش: 22 اردیبهشت 1400

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