نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت ورزشی، دانشگاه آزاد اسلامی، واحد آیت الله آملی، آمل، ایران
2 استادیار مدیریت ورزشی، دانشگاه شهید بهشتی، تهران، ایران
3 استادیار مدیریت ورزشی، دانشگاه آزاد اسلامی، واحد آیت الله آملی، آمل، ایران
چکیده
امروزه تغییرات اساسی در رابطه با ابزارها و استراتژی های استفاده‌شده توسط خواص ورزشی برای برقراری ارتباط با مشتریان از طریق رسانه های اجتماعی، مشاهده شده است. هدف پژوهش حاضر ارائة الگوی پارادایمی تأثیر شبکه‌های اجتماعی بر ایجاد کسب‌وکارهای ورزشی و ارائة مدل پارادایمی بود. پژوهش حاضر براساس هدف از نوع تحقیقات بنیادی بود و برحسب گردآوری اطلاعات، اکتشافی بود که با استفاده از روش نظریه داده‌بنیاد انجام شد. ابزار گردآوری داده‌ها مصاحبه عمیق نیمه‌ساختاریافته بود. جامعه آماری پژوهش شامل خبرگان، اساتید، مدیران، صاحبان کسب‌وکار، کارآفرینان و مشاوران حوزه صنعت ورزش بود و از روش نمونه‌گیری هدفمند با تکنیک گلوله برفی استفاده شد. داده‌ها با استفاده از کدگذاری‌های باز، محوری و انتخابی تجزیه و تحلیل و الگوی نهایی استخراج شد. مدل نهایی از مجموع شرایط علّی (دو مقوله)، بسترها و زمینه‌های لازم (سه مقوله)، راهبردها (چهار مقوله)، مداخله‌گرها (دو مقوله)، پیامدها (دو مقوله) و پدیده محوری (دو مقوله) تأثیرگذار شبکه‌های اجتماعی بر ایجاد کسب‌وکارهای ورزشی تشکیل شده است. به‌منظور سنجش پایایی و کنترل کیفیت مطالعه حاضر از ضریب کاپای کوهن استفاده شد که برابر با 776/0 بود و در سطح توافق معتبر قرار داشت. به‌منظور ایجاد و راه‌اندازی کسب‌وکار در ورزش کشور فراهم‌آوردن زیرساخت‌ها و شرایط مناسب شبکه‌های اجتماعی می‌تواند ازجمله راه‌های مؤثر برای تحرک‌بخشیدن به فضای کسب‌وکار در ورزش کشور باشد.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Presentation of Pattern of Social Networking on Creating Sports Businesses
نویسندگان [English]
- seyedeh maryam naghib hosseini 1
- Seyyed Emad Hosseini 2
- Farshad Emami 3
1 Ph.D. student of Islamic Azad University, Ayatollah Amoli, Amol, Iran.
2 Assistant Professor of Sport Management, Shahid Beheshti University, Tehran, Iran.
3 Assistant Professor of Islamic Azad University, Ayatollah Amoli, Amol, Iran.
چکیده [English]
Nowadays, fundamental changes have been observed in the tools and strategies used by certain sports individuals to communicate with customers through social media. The aim of this research was to present a paradigmatic model of social networks in creating sports businesses and providing a paradigmatic model. This research was fundamental in terms of purpose and exploratory in terms of data collection using grounded theory method. The data collection tool was semi-structured in-depth interviews. The statistical population included experts, professors, managers, business owners, entrepreneurs and consultants in the sports industry and purposeful sampling method with snowballing technique was used. The collected data were analyzed using open, axial and selective coding and the final pattern was extracted. The final model consisted of the sum of the necessary conditions (2 categories), contextual condition (3 categories), strategies (4 categories), interfering variables (2 categories), consequences (2 categories) and the axial coding (2 categories) of the impact of social networks on creating sports businesses. In order to assess the reliability and quality control of the present study, Cohen's Kappa method was used. The calculated Kappa coefficient was 0.776, which was at an acceptable level of agreement. In order to establish and launch businesses in the country's sports, providing appropriate infrastructure and conditions for social networks can be one of the effective ways to stimulate business situation in the country's sports.
کلیدواژه‌ها [English]
- Business
- Grounded Theory
- Social Networks
- Sports
- Sports Industry
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