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

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکترای مدیریت ورزشی، واحد همدان، دانشگاه آزاد اسلامی، همدان، ایران

2 استادیارگروه تربیت بدنی، واحد ملایر، دانشگاه آزاد اسلامی، ملایر، ایران

3 دانشیار گروه تربیت بدنی، واحد ملایر، دانشگاه آزاد اسلامی، ملایر، ایران

چکیده

رسانه‌­های اجتماعی می­‌توانند بر فعالیت باشگاه­‌های ورزشی خصوصی تأثیرگذار باشند؛ ازاین‌رو پژوهش حاضر با هدف نقش رسانه‌های اجتماعی بر موفقیت و استمرار فعالیت باشگاه‌های ورزشی خصوصی طراحی و اجرا گردید. این پژوهش ازلحاظ هدف، کاربردی و ازنظر شیوه گردآوری داده­‌ها، توصیفی- پیمایشی است که با رویکرد پژوهش، آمیخته است. جامعه آماری پژوهش حاضر در بخش کیفی، اساتید مدیریت ورزشی که در زمینه رسانه و باشگاه ورزشی پژوهش­‌هایی (حداقل دو مورد) انجام داده بودند و همچنین مدیران باشگاه­‌های ورزشی دولتی و خصوصی که دارای تحصیلات دکتری بودند، را شامل می‌شود که روش نمونه‌گیری به‌صورت هدفمند انجام شده است؛ در بخش کمی جامعه آماری شامل کلیه مدیران باشگاه­‌های ورزشی دولتی و خصوصی شهر همدان است (109 نفر). ابزار پژوهش حاضر، مصاحبه‌­های نیمه ساختارمند و پرسشنامه بود. جهت بررسی داده‌­های بخش کیفی از کدگذاری باز، محوری و انتخابی استفاده شد و در بخش کمی از روش مدل­سازی معادلات ساختاری استفاده گردید. نتایج تحلیل مصاحبه­‌های انجام شده نشان داد که رسانه­‌های اجتماعی در قالب دو بعد میزان استفاده و موارد استفاده بر موفقیت و استمرار فعالیت­‌های باشگاه­‌های ورزشی خصوصی در قالب چهار بعد مالی، مشتریان، فعالیت‌­های باشگاه و منابع انسانی تأثیرگذار است. همچنین نتایج نشان دادند که مدل پژوهش از برازش مناسبی برخوردار است. لذا مدیران باشگاه‌های ورزشی خصوصی می‌بایست بیشترین توجه خود را به بهبود نظام مدیریتی، بهبود حامیان مالی و بهره‌گیری از نیروی انسانی متخصص در باشگاه‌های ورزشی خود مبذول دارند تا به موفقیت‌های شغلی مناسبی در کسب‌وکار خود نائل آیند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Role of Social Media on the Success and Continuity of Private Sports Clubs

نویسندگان [English]

  • Fatemeh Javadi 1
  • Adel Afkhar 2
  • Majid Solimani 3

1 PhD student in sports management, Hamedan Branch, Islamic Azad University, Hamedan, Iran

2 Assistant Professor, Department of Physical Education, Malayer Branch, Islamic Azad University, Malayer, Iran

3 Assistant Professor, Department of Physical Education, Malayer Branch, Islamic Azad University, Malayer, Iran

چکیده [English]

The current research was designed and implemented to examine the role of social media in the success and continuity of private sports clubs. This study utilized a descriptive-survey approach for its practical purpose, employing a mixed method for data collection. In the qualitative portion, the research population included sports management professors who had conducted at least two studies related to media and sports clubs, as well as managers of public and private sports clubs with doctoral degrees. Purposeful sampling was employed for this segment. In the quantitative portion, the statistical population consisted of all managers of public and private sports clubs in Hamadan city, totaling 109 individuals. The research tools included semi-structured interviews and questionnaires. For analyzing the qualitative data, open, axial, and selective coding methods were utilized, while structural equation modeling was applied in the quantitative analysis. The results yielded two general components: social media and the success and continuity of sports clubs. Additionally, the findings indicated that the research model demonstrated a good fit. Consequently, managers of private sports clubs should prioritize improving their management systems, enhancing financial support, and utilizing expert human resources to achieve significant success in their endeavors.

کلیدواژه‌ها [English]

  • Social Media
  • Finance
  • Human Resources
  • Customers
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