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
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
- Abualloush, S., Bataineh, K., & Aladwan, A. S. (2017). Impact of information systems on innovation (product innovation) and process innovation (Field study on the housing bank in Jordon). International Journal of Business Administration, 8(1), 95-107.
- Aghaei Shahri, M. S., Memari, Z., & Saadati, M. (2018). A Recognition of Areas and Infrastructures of Iran Sport Industry. Journal of Sport Management, 10(4), 627-645. (In Persian)
- Avola, J. (2018). Changing the Game: The effects of social media on the business of sport. Available at: assumption.edu.
- Azarian Soosahab, M., Kashef, S. M., Behnam, M., & Badri Azarin, Y. (2020). The effect of open mindedness on radical innovation through social networks and organizational learning in Iranian Private Clubs of Football Premier League. Sport Management Studies, 12(63), 113-138. (In Persian)
- Becić, S., Stojanović, M., & Nikolić, M. (2018). Role of marketing and social networks in improving business effectiveness. Ekonomika, 64(3), 77-88.
- Corbin, J., & Strauss, A. (2008). Strategies for qualitative data analysis. Basics of Qualitative Research. Techniques and Procedures for Developing Grounded Theory, 3 (10), 4135.
- Gelard, P., Hosseiny, M. H., & Asgari, E. (2017). The relationship between social networks and performance of women's businesses: The mediating role of entrepreneurial alertness and gender discrimination. Journal of Entrepreneurship Development, 10(2), 299-318.
- Ghezelsefloo, H. R., & Chori, A. (2020). Sustained model of effective competitive advantage of virtual small and medium-sized sports businesses based on UTAUT model: Role of management innovation. Sport Management Studies, 12(62), 165-190. (In Persian)
- Green, M. R. (2016). The impact of social networks in the development of a personal sports brand. Sport, Business and Management: An International Journal, 6(3), 274-294.
- Homauni Bayee, M., Shafiee, M., & Nabipoor, E. (2015). Identify financing mechanisms in small sport businesses. Paper presented at the Second National Conference of the Scientific Association of Sports Management, Tehran. (In Persian)
- Hosseinpour, M., Jamshidi, M. J., Karimi, H., & Bakhsham, M. (2020). Designing the Pattern of Factors Affecting the Success of Small and Medium Enterprises Using a Structural Interpretive Approach. Journal of Business Management, 12(48), 94-118. (In Persian)
- Jafari, T., & Loghman Estarki, S. (2015). The role of social networks in creation and development of small and medium-sized businesses. Paper presented at the Second International Conference on Management and Development Culture, Tehran. (In Persian)
- Jahantigh, S. (2019). Capabilities of social networks in the development of sports business. Paper presented at the Second National Conference on New Thoughts in Business Management, Tehran. (In Persian)
- Javani, V. (2018). Explaining the implementation of resistive economy in sport industry. Journal of Sport Management, 10(3), 567-580. (In Persian)
- Khodadadi, M., Motefakeri, H., & Soleimani, B. (2020). The effect of individual entrepreneurial orientation (IEO) and entrepreneurial intention and self-fulfillment with the mediating role of entrepreneurial skills. Applied Research in Sport Management, 8(3), 37-47. (In Persian)
- Lotfi, B. (2018). The role of national media in promoting social entrepreneurship, economic, social, scientific and cultural monthly of work and society, (223), 43-59.
- Memar, S., Adlipoor, S., & Khaksar, F. (2013). Virtual social networks and identity crisis (with emphasis on identity crisis in Iran). Quarterly of Social Studies and Research in Iran, 1(4), 155-176. (In Persian)
- Movahed, M. A., Salimi, M., Mostahfezian, M., & Zahedi, H. (2019). Provide optimal paradigm performance of sports media with a pattern of professional football development. Journal of Communication Management in Sports Media, 7 (2), 69-81. (In Persian)
- Nazarweisi, H., Yektayar, M., & Ghasemi, H. (2020). Designing a pattern of media literacy in sport. Communication Research, 27(102), 121-149. (In Persian)
- Pasadast, A., & Hosseini, M. (2017). Social business, the use of social networks in business. Paper Conference on Management Patterns in the Progress Era ، (In Persian)
- Rasouli, M., & Azadi, R. (2022). Developing a model for the development of start-up Sports businesses: with emphasis on the role of cyberspace. Communication Management in Sport Media, 10(1). (In Persian)
- Şahin, E., Demirsel, M. T., & Adam, A. A. (2020). The effect of social media on sports marketing: Konyaspor Football Club case. İşletme Araştırmaları Dergisi, 12(1), 79-94.
- A., Mousavi. N., & Golami Chenarestan Olia, A. (2020). Explaining the model of attitude to advertising in sports goods through Instagram using the model Acceptance of technology. Business Management Quarterly, 45, 203-225. (In Persian)
- Shen, B., & Bissell, K. (2013). Social media, social me: A content analysis of beauty companies’ use of Facebook in marketing and branding. Journal of Promotion Management, 19(5), 629-651.
- Shirkhodai, M., Shahi, M., Nejat, S., & Mahmudi Nasab, S. (2017). The effect of social media on trust and brand loyalty formation in the brand community (Case study: The social network of instagram). New Marketing Research Journal, 7(3), 107-124. (In Persian)
- Simpson, M., Padmore, J., & Taylor, N. (2016). Marketing in small and medium sized enterprises. International Journal of Entrepreneurial Behavior & Research. 12(6), 361-87.
- Siricharoen, W. V. (2012). Social media, how does it work for business? International Journal of Innovation, Management and Technology, 3(4), 476.
- Talebpoor, M., & Moodi, D. (2019). Application of action and strategic position assessment matrix (space analysis) in sport business (Case study: Swimming pools). Applied Research of Sport Management, 7(4), 57-66. (In Persian)
- Ziyae, B., & Toutifar Tehranpour, M. (2016). Investigating the relationship between perceived service quality and customer loyalty with an emphasis on the mediating role of business image and trust in sport businesses. Journal of Sport Management, 8(4), 619-635. (In Persian)
)