تعامل رسانه‌های اجتماعی و حمایت مالی در ورزش: تحلیل احساسات دیدگاه‌های طرفداران بعد از حمایت مالی رایتل از استقلال

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی کارشناسی ارشد، گروه، مدیریت ورزشی، دانشکده تربیت‌ بدنی و علوم ورزشی، دانشگاه علامه طباطبایی، تهران، ایران.

2 دانشجوی دکتری، گروه مدیریت ورزشی، دانشکده تربیت ‌بدنی و علوم ورزشی، دانشگاه خوارزمی، تهران، ایران.

3 استاد، گروه مدیریت ورزشی، دانشکده تربیت ‌بدنی و علوم ورزشی دانشگاه علامه طباطبایی، تهران، ایران.

چکیده

این پژوهش باهدف بررسی تحلیل احساسات دیدگاه‌های در درک چگونگی واکنش‌ها و احساسات طرفداران نسبت به حمایت مالی شرکت رایتل از استقلال انجام شده است. جامعه آماری این تحقیق شامل تمامی دیدگاه‌های منتشر شده توسط کاربران در پست منتشر شده در دو صفحه رسمی باشگاه استقلال و شرکت رایتل در اینستاگرام بود. این پژوهش با استفاده از روش تحلیل احساسات انجام شد. داده‌ها به کمک زبان برنامه‌نویسی پایتون از پست‌ها استخراج و با استفاده از کتابخانه TextBlob مورد تحلیل قرار گرفتند. این روش با اندازه‌گیری دو متغیر «قطبیت» (بیانگر مثبت یا منفی بودن احساسات) و «ذهنیت» (نمایانگر عینی یا ذهنی بودن نظرات) به دسته‌بندی و تحلیل نظرات پرداخت. نتایج نشان داد که میانگین قطبیت دیدگاه‌ها در پست باشگاه استقلال 0.321+ و در پست شرکت رایتل 0.445+ است که بیانگر نگرش مثبت طرفداران نسبت به حمایت مالی است. همچنین، میانگین ذهنیت در پست استقلال 0.721+ و در پست رایتل 0.699+ به دست آمد که نشان‌دهنده تمایل نظرات به سمت عواطف و برداشت‌های شخصی بود. یافته‌ها حاکی از این است که حمایت مالی رایتل توسط طرفداران عمدتاً به طور مثبت درک شده و بیانگر این است که حمایت مالی هوشمندانه در حوزه ورزش می‌تواند به تقویت ارتباط با هواداران کمک کند. این نتایج به باشگاه‌ها و حامیان مالی کمک می‌کند تا از ابزار تحلیل احساسات برای درک دقیق‌تر دیدگاه‌های طرفداران و افزایش تعاملات مثبت بهره ببرند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Social Media Interaction and Sponsorship in Sports: Sentimental Analysis of Fan Views upon Rightel’s Sponsorship Deal with Esteghlal FC

نویسندگان [English]

  • Amir Mohammad Nasiri 1
  • Afshar Noori Ravesh 2
  • Habib Honari 3
1 MSc Student, Department of Sports Management, Faculty of Physical Education and Sports Sciences, Allameh Tabataba’i University, Tehran, Iran..
2 Ph.D Student, Department of Sports Management and Movement Behavior, Faculty of Physical Education and Sports Sciences, Kharazmi University, Tehran, Iran.
3 . Professor, Department of Sports Management, Faculty of Physical Education and Sports Sciences, Allameh Tabataba’i University, Tehran, Iran
چکیده [English]

This study aimed to analyze the sentiments of football fans to understand their reactions to sponsorship deals in Iranian football. The statistical population for this study comprised all text-based comments on the sponsorship announcement posts from the official Instagram pages of Esteghlal FC and Rightel. Sentiment analysis was employed as the research method. Subsequently, the Python programming language and the TextBlob library were utilized to conduct the analysis. The results revealed that the average polarity of comments in posts associated with Esteghlal FC and Rightel were +0.321 and +0.445, respectively, indicating a positive outlook among fans towards the sponsorship. Additionally, the average subjectivity in the posts for Esteghlal FC and Rightel were +0.721 and +0.699, respectively, suggesting a tendency for the views to reflect personal sentiments and perceptions. The findings indicate that Rightel’s sponsorship deal with Esteghlal FC is largely perceived positively by fans, implying that strategic sponsorship in sports can facilitate effective communication with supporters. These results may assist clubs and sponsors in utilizing sentiment analysis to accurately gauge fan perspectives and enhance positive interactions.

کلیدواژه‌ها [English]

  • Sports Sponsorship
  • Social Media
  • Instagram
  • Football

مراجع

Alam, Z., Seyed Ameri, M., Khabiri, M., & Amiri, M. (2020). Factors Affecting Social Media Marketing of Iranian Pro League Football Clubs. Strategic Studies in Sports and Youth, 19(48), 9-28. (In Persian) Ardèvol-Abreu, A., Hooker, C. M., & Gil de Zúñiga, H. (2017). Online news creation, trust in the media, and political participation: Direct and moderating effects over time. Journal Name (if available), published March 24, 2017. https://doi.org/10.1177/1464884917700447
Ashley, C., Tuten, T., (2015). Creative strategies in social media marketing: an exploratory study of branded social content and consumer engagement. Psychol. Market. 32 (1), 15–27. https://doi.org/10.1002/mar.20761
Babaeian, A., Moradi, G. R., & Hosseini, A. (2015). The identification and prioritization of the exiting challenges of privatization of Iranian football clubs using PEST1 model. Journal of Sport Management, 6(4), 75-93. (In Persian) https://doi.org/10.22059/jsm.2015.53110
Breuer, C., & Rump, M. (2011). Assessing the drivers of sport sponsor identification: Findings from an empirical lab study. Thunderbird International Business Review, 53(6), https://doi.org/10.1002/tie.20449
Burton, N. (2019). Exploring user sentiment towards sponsorship and ambush marketing. International Journal of Sports Marketing and Sponsorship, 20(4), 583-602. https://doi.org/10.1108/IJSMS-03-2019-0026
Chadwick S. (2021). From utilitarianism and neoclassical sport management to a new geopolitical economy of sport. European Sport Management Quarterly. 1-20. https://doi.org/10.1080/16184742.2022.2032251
Chen, S. C., & Lin, C. P. (2019). The impact of customer experience and perceived value on sustainable social relationships in blogs: An empirical study. Technological Forecasting and Social Change, 96, 40–50. https://doi.org/10.1016/j.techfore.2014.11.011
Chen, S.-H., Chen, F.-Y., & Wu, I.-P. (2014). An Empirical Study of TQM Method Practices for Customer Satisfaction and Customer Loyalty. International Journal of Academic Research in Business and Social Sciences, 4(5). https://doi.org/10.6007/ijarbss/v4-i5/820
Cheong, C., Pyun, D. Y., & Leng, H. K. (2018). Sponsorship and advertising in sport: A study of consumers’ attitudes. European Sport Management Quarterly, 18(3), 287-311. https://doi.org/10.1080/16184742.2018.1517271
Duncan, T. (2002). IMC Using Advertising and Promotion to Build Brands. New York, NY: McGraw Hill.
Fathullahzadeh, F. (2015). Social media and e-commerce; Investing in minds in the 21st century. Mehr Analytical Research Chapter, 17 and 18. (In Persian)
Gharibi, S. M. J. (2014). Revenues on media function in the soft war against the Islamic Ummah: Conceptual approach. Media Studies and the Ummah, 1(1), 102-120. (In Persian) https://jius.mazaheb.ac.ir/article_9921.html
Gholamian, J., Elahi, A. R., & Akbari Yazdi, H. (2024). Effective strategies in sponsorship model of Iran's professional sports. Journal of Sport Management Review, 15(79), 233-254.  (In Persian) https://doi.org/10.22089/smrj.2018.6210.2255
Gibbs, C., & Haynes, R. (2013). A phenomenological investigation into how Twitter has changed the nature of sport media relations. International Journal of Sport Communication, 6(4), 394-408. https://doi.org/10.1123/ijsc.6.4.394
Gujjar, J. P., & Kumar, H. P. (2021). Sentiment analysis: Textblob for decision making. Int. J. Sci. Res. Eng. Trends, 7(2), 1097-1099. https://doi.org/10.37952/ijsret.2021.7.2.1097-1099
Handley L. (2018. September 25). Sponsorship spending to hit $66 billion worldwide, but most firms don’t know if it really works. CNBC (online). Retrieved from: www. cnbc.com/amp/2018/09/25/does-  sponsorship-work-deals, Accessed 12 November 2018. https://www.cnbc.com/amp/2018/09/25/does-sponsorship-work-deals
Hezari, N., Akbari, M., & Houshmand Chaijani, M. (2023). Investigating the effect of Instagram contests on user participation by explaining the mediating role of user emotions and brand awareness. Modern Marketing Research, 1(48), 177-196. https://doi.org/10.22108/nmrj.2023.136762.2857  (In Persian)
Hollander, J. B., & Renski, H. (2015). Measuring urban attitudes using Twitter: An exploratory study. Lincoln Institute of Land Policy.
Huang, Y., Zhang, X., Zhu, H., (2022). How do customers engage in social media-based brand communities: the moderator role of the brand’s country of origin? J. Retailing Consum. 68, 103079. https://doi.org/10.1016/j.jretconser.2022.103079
Jafari, S., Mohammadi, A., & Azmoun, J. (2015). The effect of sports sponsorship on marketing communications of non-governmental companies in Tabriz City. Communication Management in Sports Media, 3(2), 32-41. (In Persian) Dor: 20.1001.1.23455578.1394.3.2.3.5
Jensen, J. A., & Cornwell, T. B. (2021). Assessing the dissolution of horizontal marketing relationships: The case of corporate sponsorship of sport. Journal of Business Research, 124, 790-799. https://doi.org/10.1016/j.jbusres.2018.10.029
Jiffer, M., & Ross, M. (2009). Sponsorship – A Way of Communicating. Stockholm: Ekerlinds Forlay.
Keshavarz, I. (2011). Advertising and Culture. Tehran: Publishing House. (In Persian)
Khaderveisi, Y., Soleimani, M., & Afkar, A. (2024). Developing a crowdfunding model for national sports projects. Strategic Studies in Sports and Youth, 22(62), 155-172. https://doi.org/10.22034/ssys.2022.2034.2449  (In Persian)
Khodadadi, M. R., Dehghanpouri, H., & Saderi, M. (2019). The role of effective media communications and advertising in attracting sponsors for sports (Case study: East Azerbaijan Province Table Tennis Board). Communication Management in Sports Media, 6(3), 89-102. https://doi.org/10.30473/jsm.2019.41853.1274  (In Persian)
Koronios, K., Travlos, A., Douvis, J., & Papadopoulos, A. (2020). Sport, media and actual consumption behavior: An examination of spectator motives and constraints for sport media consumption. EuroMed Journal of Business., 15(2), 151–166. https://doi.org/10.1108/EMJB-10-2019-0130
Lee, K., Kim, Y. J., Hyun, S., & Park, B. (2024). From sensation to emotion: A neuromarketing study of sport sponsorship effects. Sport Marketing Quarterly, 33(2), 99-115. https://doi.org/10.32731/smq.2024.a929608
Liu, B. (2015). Sentiment Analysis: Mining Opinions, Sentiments, and Emotions. Cambridge: Cambridge University Press. https://doi.org/10.1017/CBO9781139084789
Mahmoudian, A., Sadeghi Boroujerdi, S., & Heydari Topkanloo, M. (2024). Analysis of fans' response to sports team brand attributes on Instagram social network (Case study: Esteghlal and Persepolis Tehran football teams). Communication Management in Sports Media,. (In Persian) https://doi.org/10.30473/jsm.2021.56800.1492  
Matthew, W. (2020). Study predicts 37-per-cent drop in sports sponsorship spend. Two Circles Agency.
Mohammadian Moghadam, M., & Nazari, R. (2023). Sustainable Revenue in Private Sports Clubs of Iran. Sports Business Journal, 3(3), 103-18. https://doi.org/10.22051/sbj.2023.42981.1075
Akbarzadeh, A., Memar, S., Kowsari, M., and Hemmati, R. (2018). Audience-centered approach in dealing with virtual social networks. Interdisciplinary Studies in Media and Culture, 8(2), 1–18.
Naraine, M. L., & Parent, M. M. (2016). Illuminating centralized users in the social media ego network of two national sport organizations. Journal of Sport Management, 30(6), 689-701. https://doi.org/10.1123/jsm.2016-0067
Research and Markets. (2022). Sports global market report 2022, by type, revenue source, ownership. Retrieved from https://www.researchandmarkets.com/reports/5550013/spo .
Rezaei Sufi, M., & Shabani, A. (2013). Investigating the impact of mass media on financing sports in sports. Communication Management in Sports Media, 1(3), 43-49. (In Persian) Dor: 20.1001.1.23455578.1393.1.3.6.0
Shojaei, H., Ameri, M.H.S., & Talebpour, M. (2021). Identification of effective indicators in the economic valuation model for intangible assets of Iranian FUTSAL Premier League clubs with future research approach. Journal of Human Sport and Exercise, 16(2proc), S444-S459. doi: https://doi.org/10.14198/jhse.2021.16
Sim, J., et al. (2020). Tweeting the high line life: A social media lens on urban green spaces. Sustainability, 12, 118. https://doi.org/10.3390/su12218895
Suanpang, P., Jamjuntr, P., & Kaewyong, P. (2021). Sentiment analysis with a TextBlob package implications for tourism. Journal of Management Information and Decision Sciences, 24, 1-9. https://doi.org/1532-5806-24-S6-62
Wilson, B. (2019). Global sports sponsorship “to hit £35bn” in 2019. BBC News. Retrieved from, accessed 22 November 2019. https://www.bbc.com/news/business-48103067

فایل ها

سابقه مقاله

  • تاریخ دریافت: 11 دی 1403
  • تاریخ بازنگری: 05 اردیبهشت 1404
  • تاریخ پذیرش: 07 اردیبهشت 1404

هم رسانی

ارجاع به این مقاله

آمار