Document Type : Research Paper
Authors
1 PhD student in sports management, Hamedan Branch, Islamic Azad University, Hamedan, Iran
2 Department of Physical Education, Malayer Branch, Islamic Azad University, Malayer, Iran
3 Department of Physical Education, Malayer Branch, Islamic Azad University, Malayer, Iran.
Abstract
The current research was designed and implemented with the aim of the role of social media on the success and continuity of private sports clubs. The current research was descriptive-survey in terms of its practical purpose, in terms of the method of data collection, which was mixed based on the research approach. The statistical population of the present research in the qualitative part includes professors of sports management who had conducted research (at least two cases) in the field of media and sports clubs, as well as managers of public and private sports clubs who had doctoral education. The sampling method was purposeful. And in the quantitative part, the statistical population included all managers of public and private sports clubs in Hamadan city (109 people). The tools of this research included semi-structured interviews and questionnaires. In order to examine the data of the qualitative part, open, axial and selective coding was used, and in the quantitative part, the method of structural equation modeling was used. The results were done through open and axial coding in the form of two general components of social media and the success and continuity of the sports club. Also, the results showed that the research model has a good fit. Therefore, the managers of private sports clubs should pay the most attention to improving the management system, improving financial sponsors and using expert human resources in their sports clubs in order to achieve good career success in their business.
Keywords
)