با همکاری مشترک دانشگاه پیام نور و انجمن علمی مدیریت ورزشی ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، گروه علوم ورزشی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران.

2 استادیار مدیریت ورزشی، گروه علوم ورزشی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران.

3 دانشیار مدیریت ورزشی، گروه علوم ورزشی، دانشگاه شهید مدنی آذربایجان، تبریز، ایران.

چکیده

هدف پژوهش حاضر تبیین کارکرد رسانه‌ها در توسعه برند شخصی ورزشکاران حرفه‌ای بود. این پژوهش از نوع آمیخته متوالی اکتشافی بود که در دو مرحلة کیفی و کمی انجام گرفت. در بخش کیفی برای انجام مصاحبه‌های عمیق، از روش نمونه‌گیری هدفمند استفاده شد. 24 مصاحبه‌ی نیمه‌‌ساختاریافته عمیق با متخصصان حوزه رسانه و بازاریابی ورزشی، ورزشکاران حرفه‌ای و هواداران ورزشی انجام شد. کدگذاری داده‌ها براساس تحلیل تماتیک انجام شد. اعتبار کدگذاری‌ها با بازبینی و کنترل صحت کدهای استخراج شده و کدگذاری مجدد توسط دو نفر متخصص مورد تأیید قرار گرفت. در بخش کمّی، 384 نفر متخصص حوزه رسانه و بازاریابی‌ورزشی، ورزشکاران حرفه‌ای و هواداران ورزشی به روش تصادفی‌طبقه‌ای به عنوان نمونه انتخاب شدند. جهت گردآوری داده‌ها از پرسشنامه محقق ساخته استفاده شد. روایی صوری و محتوایی پرسشنامه به‌وسیله متخصصان(10 نفر)، روایی همگرا با استفاده از میانگین واریانس استخراج شده(بالاتر از 5/0)، روایی واگرا با استفاده از فورنل-لارکر، ضریب آلفای کرونباخ(بیشتر از 7/0) و پایایی ترکیبی(بیشتر از 7/0) تأیید شد. آزمون فرضیه‌ها با کمک نرم‏افزار اسمارت پی.ال.اس نسخه3 انجام شد. بر اساس نتایج بخش کیفی سه تم اصلی تصویرسازی و ایجاد پایگاه اجتماعی، تبلیغات و صحه‌گذاری و تعامل و ارتباطات همراه با نُه مقوله متناظر با آن‌ها در زمینه کارکرد رسانه‌ها در توسعه برند شخصی ورزشکاران حرفه‌ای استخراج و تبیین شد. نتایج نشان داد که مدل ارائه شده برازش مناسبی دارد و در تحلیل مسیر روابط بین عوامل اصلی، کارکرد رسانه(807/0) به طور مستقیم اثر مثبت و معنی‏داری بر توسعه برند شخصی ورزشکاران دارد و 8/0 درصد از تغییرات آن را تبیین می‏کند. بنابراین به نظر می‌رسد رسانه با کارکردهای مختلفش، بتواند نقش اثرگذاری در توسعه برند شخصی ورزشکاران و وفادارای هواداران آنها فراهم نماید.

کلیدواژه‌ها

عنوان مقاله [English]

Media and Personal Brand Development: A Study of Professional Athletes

نویسندگان [English]

  • hamed jafari 1
  • jafar barghi moghaddam 2
  • mahdi bashiri 3
  • mohammadrahim najafzadeh 2

1 Ph.D. Student in Sports Management, Department of Sport Sciences, Tabriz Branch, Islamic Azad University, Tabriz, Iran.

2 Assistant Prof. of Sports Management, Department of Sport Sciences, Tabriz Branch, Islamic Azad University, Tabriz, Iran.

3 Associate Prof. of Sports Management, Department of Sport Sciences, Azarbaijan Shahid Madani University, Tabriz, Iran.

چکیده [English]

The present study aimed to explain the role of media in developing professional athletes’ personal brands. This research employed an exploratory sequential mixed methods design, done in two qualitative and quantitative stages. In the qualitative stage, a purposive sampling method was used for in-depth interviews; 24 in-depth semi-structured interviews were conducted with media professionals and sports marketers, professional athletes, and sports fans. The data were coded based on the thematic analysis. Two experts confirmed the coding validity by reviewing and controlling the accuracy of the extracted codes and re-coding the interviews. In the quantitative stage, 384 experts in media and sports marketing, professional athletes, and sports fans were selected as participants by stratified random method. To collect data, a researcher-made questionnaire was employed. Face and content validity of the questionnaire was confirmed by experts (10 people), with convergent validity via the extracted mean-variance (above 0.5), and divergent validity using the Fornell-Larker matrix. Cronbach's alpha and composite reliability were greater than 0.7. To test the hypotheses, Smart PLS 3 was employed. The qualitative section results show that the three main themes of illustration and creating a social base, advertising, validation, interaction, and communication, along with nine corresponding categories in media function in developing the personal brand of professional athletes were extracted and explained. The results also showed that the proposed model has a good fit and in analyzing the relationship between the main factors, media function (0.807) has a direct positive and significant effect on the development of the athletes’ personal brand and 0.8% explains its changes. Therefore, it seems that the media with different functions can provide an effective role in developing the personal brand of athletes and the loyalty of their fans.

کلیدواژه‌ها [English]

  • Advertising and Media Endorsement
  • Brand Imaging
  • Brand Personalization
  • Interactions and Communications
  • Media
  • Professional Athletes
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