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شناسایی تأثیر تعامل طرفداران ورزشکاران حرفه‌ای در شبکۀ اجتماعی اینستاگرام بر تصویر برند ورزشکار با نقش میانجی‎ کیفیت رابطه، اصالت برند و وابستگی طرفداران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناسی ارشد مدیریت ورزشی، دانشگاه رازی، کرمانشاه، ایران.

2 استادیار مدیریت ورزشی، دانشگاه رازی، کرمانشاه، ایران.

چکیده

هدف پژوهش حاضر، شناسایی تأثیر تعامل طرفداران ورزشکاران حرفه‌ای در شبکه اجتماعی اینستاگرام بر تصویر برند ورزشکار با نقش میانجی‎ کیفیت رابطه، اصالت برند و وابستگی طرفداران بود. روش پژوهش، توصیفی–همبستگی بود و همه دانشجویان چهار دانشگاه‌ دولتی غرب ایران (حدود 50 هزار نفر) جامعه آماری پژوهش را تشکیل دادند که  590 نفر از آنان به‌عنوان نمونه انتخاب شدند. برای آزمون فرضیه‌ها از مدل معادله ساختاری استفاده شد. یافته‌ها نشان داد، تعامل در اینستاگرام به‌صورت غیرمستقیم با ضریب رگرسیونی 28/0 از طریق میانجی‌گری وابستگی طرفدار بر تصویر برند ورزشکار تأثیر مثبت و معنادار دارد. همچنین ضریب رگرسیونی مسیر غیرمستقیم تأثیر تعامل در اینستاگرام بر تصویر برند از طریق متغیرهای کیفیت رابطه و وابستگی (22/0) بیشتر از نقش میانجی‎گری متغیرهای اصالت برند و وابستگی (10/0) در همین رابطه است؛ درنتیجه اگر ورزشکاران به روش استراتژیک و با برنامه از شبکه‌های اجتماعی اینستاگرام استفاده کنند و محتوای پست‌های به‌اشتراک‌گذاشته‌شده خود را مدیریت کنند، به مزایای بالقوه دست خواهند یافت.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Identifying the Impact of Interactions Among Fans of Professional Athletes on the Instagram Social Network on the Athlete's Brand Image, with the Mediating Roles of Relationship Quality, Brand Authenticity, and Fan Attachment

نویسندگان [English]

  • Farideh Mahmoudian 1
  • Zohrhe Hasani 2

1 MSc. of Sport Management, Razi University, Kermanshah, Iran

2 Assistant Professor of Sport Management, Razi University, Kermanshah, Iran.

چکیده [English]

The aim of this study was to identify the effect of professional athletes' interactions on Instagram on the athlete's brand image, with the mediating roles of relationship quality, brand authenticity, and fan attachment. The methodology employed in this study was descriptive-correlational, and the statistical population consisted of approximately 50,000 students from four public universities in west of Iran, from which 590 individuals were selected as a sample. A structural equation model was utilized to test the hypotheses. The findings indicated that interactions on Instagram have a positive and significant indirect effect on the athlete's brand image, with a regression coefficient of 0.28, mediated by fan attachment. Additionally, the regression coefficient for the indirect effect of Instagram interactions on brand image through relationship quality and fan attachment (0.22) was greater than the mediating effect of brand authenticity and fan attachment (0.10). As a result, athletes can gain significant benefits by strategically and programmatically utilizing Instagram to manage the content of their posts.

کلیدواژه‌ها [English]

  • Brand Authenticity
  • Instagram
  • Athlete Brand Image
  • Relationship Quality
  • Attachment
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مدیریت ارتباطات در رسانه های ورزشی
دوره 11، شماره 3 - شماره پیاپی 43
اردیبهشت 1403
صفحه 82-100
فایل ها
سابقه مقاله
  • تاریخ دریافت: 29 فروردین 1400
  • تاریخ بازنگری: 02 خرداد 1400
  • تاریخ پذیرش: 05 تیر 1400
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