Research Paper
Sports Media
maryam khajeh salehani; Hamid Ghasemi; Ali Asghar Doroudian; hasan khojasteh bagherzadeh; Shiva AzadFada
Abstract
The purpose of this study was to develop an interpretive structural model for the development of student sports through the media. The research employed a grounded theory approach with the Charmaz (structural-interpretive) methodology. Indicators of student sports development were identified via the ...
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The purpose of this study was to develop an interpretive structural model for the development of student sports through the media. The research employed a grounded theory approach with the Charmaz (structural-interpretive) methodology. Indicators of student sports development were identified via the media, and a model was constructed using interpretive structural modeling (ISM). The statistical population included university sports experts, sports management professors, and sports media specialists. Data collection was conducted using the MicMac matrix, and data analysis was performed with MicMac software.
The results indicated that the development of financial, human, and scientific resources for student sports is most significantly influenced by sports media. Moreover, the MicMac matrix analysis revealed that indicators such as the legal environment, cultural environment, and scientific environment in the influence area are dependent on certain factors. In contrast, the development of human resources and financial resources are in the transplant area, and sports facilities and infrastructure are in the region area.
The findings highlight that the sustainable development of student sports cannot be achieved without considering the role and potentials of the media. Therefore, university sports managers should pay greater attention to leveraging media and its related capabilities to foster comprehensive development.
Research Paper
Sports Media
Akbar Jaberi; Zakieh Manzeli
Abstract
The aim of this study was to investigate the effect of media literacy on the self-control of football fans, with the mediating role of cultural capital. This study was a quantitative, cross-sectional, and correlational research conducted in the field. The statistical population consisted of football ...
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The aim of this study was to investigate the effect of media literacy on the self-control of football fans, with the mediating role of cultural capital. This study was a quantitative, cross-sectional, and correlational research conducted in the field. The statistical population consisted of football fans active in cyberspace. A total of 388 fans from Iranian Premier League teams were selected as the sample using purposive sampling based on Krejcie and Morgan's table. After distributing the questionnaires, 388 valid and complete responses were collected.
Structural Equation Modeling (PLS) was employed to test the research hypotheses. The results indicated that media literacy had a significant effect on self-control (β = 0.394) and on the cultural capital of football fans in cyberspace (β = 0.399). Additionally, cultural capital significantly influenced the self-control of football fans in cyberspace (β = 0.337). It was also found that media literacy significantly affected the self-control of football fans in virtual spaces, with cultural capital serving as a mediating variable (β = 0.221). The value of the Goodness of Fit (GOF) index further confirmed the appropriate fit of the research model.
Research Paper
Sport Public Relations
Elham Haghighat; Hossein Abdolmaleki; Mahvash Nourbakhsh; Parivash Nourbakhsh; Ebrahim Alidoust Ghahfarokhi
Abstract
Anti-marketing can be regarded as an effective strategy to reduce the consumption of products that may cause problems for individuals and society. Therefore, the purpose of this study was to investigate the role of public relations in anti-marketing of doping drugs, with mediating factors such as personal ...
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Anti-marketing can be regarded as an effective strategy to reduce the consumption of products that may cause problems for individuals and society. Therefore, the purpose of this study was to investigate the role of public relations in anti-marketing of doping drugs, with mediating factors such as personal networks, public commentary, and physical evidence within Iran’s sports context. This study was applied in terms of purpose and utilized a descriptive-correlational design for data analysis. The statistical population included all athletes and coaches who, according to reports from the National Anti-Doping Agency, had the highest energy use in recent years. Based on the research objectives and using PASS statistical software, the sample size was determined to be 250 participants at an error level of 0.05. The data collection tool was a standardized questionnaire developed by Haghighat et al. (2021). The results indicated that all components examined played a positive and significant role in anti-marketing.
Research Paper
Sports Media
پرهام Raji; Fahimeh MomeniFar; Nasrin Azizian kohan
Abstract
The overall aim of this research was to investigate the effect of membership in virtual sports networks on young people's motivation to participate in sports, with sports acculturation serving as a mediating factor. The study was descriptive and employed structural equation modeling, and it is classified ...
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The overall aim of this research was to investigate the effect of membership in virtual sports networks on young people's motivation to participate in sports, with sports acculturation serving as a mediating factor. The study was descriptive and employed structural equation modeling, and it is classified as applied research based on its purpose. Data were collected through field surveys using a questionnaire. Statistically, all participants were members of virtual sports networks in Tehran. The sample size was 384 individuals, determined using Morgan's table and a non-random sampling method.
Structural equation modeling with the partial least squares (PLS) approach was used to test the proposed model and hypotheses. Data analysis was performed using SPSS and SmartPLS software. The results indicated that membership in virtual sports networks positively influences young people's motivation to participate in sports (β = 0.438) and enhances their cultural acceptance of sports (β = 0.671). Furthermore, cultural acceptance of sports significantly affects the motivation to engage in sports activities among youth in Tehran (β = 0.876). The Sobel test confirmed the mediating role of sports acculturation.
Based on these findings, it is recommended that sports organizations and guardians in Tehran promote youth participation in sports by expanding and utilizing virtual sports networks and fostering a strong sports culture.
Research Paper
Sport Public Relations
Afsaneh Zare; Mina Hakakzadeh; Seyed Jalil Miryosefi
Abstract
The purpose of this study was to design a paradigm model for media performance management within the Student Sports Federation of the country. The research employed a sequential exploratory mixed-methods approach, combining qualitative and quantitative phases. In the qualitative phase, participants included ...
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The purpose of this study was to design a paradigm model for media performance management within the Student Sports Federation of the country. The research employed a sequential exploratory mixed-methods approach, combining qualitative and quantitative phases. In the qualitative phase, participants included sports management professors (who had conducted at least one study on performance management), association directors, provincial board members, and members of the Student Sports Federation. These individuals were purposefully selected for in-depth interviews—20 interviews were conducted until reaching theoretical saturation.
In the subsequent quantitative phase, after analyzing the qualitative data, a questionnaire was developed and distributed to the entire qualitative sample (75 individuals). The maximum sample size, based on Morgan’s table, was 63 participants, selected via random sampling. Data analysis was performed using structural equation modeling (SEM) with Smart-PLS software.
The qualitative analysis identified 41 concept codes grouped into six core dimensions, forming the foundation of the paradigm model. Quantitative results indicated that all six main components demonstrated a good model fit. The directors of the national Student Sports Federation are recommended to utilize the strategies derived from this research to enhance media performance management within their organization.
Research Paper
Sports Media
Tahereh Gholami; samira akbari; meysam noori khanyourdi
Abstract
The purpose of this research was to identify the Challenges facing authors and researchers in publishing sports books in Iran. This research is considered an applied study in terms of its objective, descriptive in terms of data collection, and exploratory in terms of data certainty. The research method ...
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The purpose of this research was to identify the Challenges facing authors and researchers in publishing sports books in Iran. This research is considered an applied study in terms of its objective, descriptive in terms of data collection, and exploratory in terms of data certainty. The research method was mixed (qualitative-quantitative). The statistical population in the qualitative section consisted of faculty members in the field of sports sciences, and in the quantitative section, it included professors, researchers, and authors who had experience in publishing sports books. The sampling method was purposive. In the first stage of the research, through purposive sampling, 21 individuals from the statistical population were interviewed, and the challenges of publishing sports books were identified. In the second and third stages, the factors identified by the Delphi group (21 individuals) were examined; in these two stages, factors that had at least 70% positive responses were retained for the next stage in the final stage, the factors identified in the previous three stages were ranked using a five-point Likert questionnaire. The content validity of the questionnaire was approved by 10 faculty members in the field of sports sciences. Friedman's test was used to rank factors in SPSS software Based on the findings of this research, the most important challenges of book publishing in Iran are in two general categories: internal (professional) and external (cultural, social, political, economic).
Research Paper
Sport Advertising
Ghasem Zarei; seyedali naghavi
Abstract
The present study was to simulate the effect of integrated marketing communication (IMC) on attracting sports tourists to Ardabil Province, Iran. This exploratory study was thus fulfilled using a mixed-methods research design based on comparative-inductive reasoning. The statistical population included ...
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The present study was to simulate the effect of integrated marketing communication (IMC) on attracting sports tourists to Ardabil Province, Iran. This exploratory study was thus fulfilled using a mixed-methods research design based on comparative-inductive reasoning. The statistical population included 15 theoretical and practical experts, selected via purposive sampling. The data collection tools also comprised of interviews and questionnaires. In the qualitative phase, the main categories and sub-categories of the IMC components were identified through thematic analysis. Then, such components were prioritized using the fuzzy Delphi method (FDM) in the quantitative phase. Ultimately, the effect of IMC on attracting sports tourists was simulated with reference to agent-based modeling (ABM). The data were subsequently analyzed with the MAXQDA 2020 software package in the qualitative phase. To do so in the quantitative phase, the Microsoft Excel Spreadsheet software program and the AnyLogic Simulation software were run. The study results revealed 22 initial codes, 14 sub-categories (viz. sub-themes), and five main categories (that is, themes). Among the IMC components, advertising (Ad) was ranked higher, and then direct marketing (DM), personal selling (PS), sales promotion (SP), and public relations (PR) were placed in the next ranks in terms of their effects. Besides, the simulation output demonstrated that the proposed model could appropriately estimate the future prospects of attracting sports tourist to Ardabil Province, Iran.
Research Paper
Sports Media
Amirmohamad Soltanpour; Mohammad Reza Esmaeilzadeh Ghandehari; Hasan Fahim Devin
Abstract
The aim of the current research was to develop a conceptual framework for the use of new technology in the media, with a case study focusing on artificial intelligence in the sports press. This research falls under the category of applied research in terms of practical application of the results. In ...
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The aim of the current research was to develop a conceptual framework for the use of new technology in the media, with a case study focusing on artificial intelligence in the sports press. This research falls under the category of applied research in terms of practical application of the results. In terms of research methodology, it employed a qualitative approach. The statistical population included active professionals in the fields of sports journalism, artificial intelligence, sports management professors, sports journalists, and media personnel. Purposeful sampling was used for participant selection. Data analysis was conducted using grounded theory and Strauss-Corbin’s approach.
The findings indicated that a total of 50 factors influence the implementation of artificial intelligence in Iran’s sports press, which are categorized into 12 components. Among these, three components—infrastructure, investment, and audience—serve as causal conditions; five components—education, media richness, human resources, technology, and knowledge, along with unique advantages—function as background conditions; and four components—cooperation and assistance, culture, environmental factors, and managers—are considered intervening conditions affecting AI implementation in Iranian sports media.
Additionally, the study identified eight strategies for implementing artificial intelligence, based on the causal, contextual, and intervening factors, which could lead to 14 potential outcomes. In summary, artificial intelligence offers tools for automating coding tasks and routines within algorithms, producing outputs comparable to those generated by humans.
Research Paper
Sports Media
Saeid Omrani; Mozafar Yektayar; Mozhgan Khodamoradpor
Abstract
The present study was conducted to forecast the future of the country's sports media through scenario planning. The methodology employed is scenario-based planning, which is structured and implemented in eight steps. Data collection was qualitative, utilizing interviews, expert panels, and Delphi surveys. ...
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The present study was conducted to forecast the future of the country's sports media through scenario planning. The methodology employed is scenario-based planning, which is structured and implemented in eight steps. Data collection was qualitative, utilizing interviews, expert panels, and Delphi surveys. Twenty experts with specialized knowledge or practical experience were purposively selected as participants through snowball sampling. Additionally, Micmac software and Scenario Wizard were used for data analysis.
The findings are presented in two parts. The first part involves identifying and categorizing key components, drivers, and related uncertainties. Five main drivers were identified: changes in sports media content, updating sports media content based on community needs, community needs assessment regarding sports media content, training of human resources and specialists in sports media by educational and academic centers, and the development of a comprehensive program for qualitative development of sports media. The relationships and interactions among these components were analyzed.
The second part describes possible and feasible scenarios based on the identified drivers and uncertainties. It was found that out of two proposed scenarios, only one (Scenario 1) is in a promising condition. Scenario 2, on the other hand, is in a critical state. The analysis suggests that by changing and updating content, training human resources, and developing a comprehensive sports media program, improvements in the future of sports media can be expected.
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Research Paper
Sports Media
Azadeh Aghili; Ezzatollah Shahmansouri; Reza Sabounchi
Abstract
purpose of this research is to identify factors influencing the promotion of media support for karate talent management programs in the country. The study is applied in terms of purpose and qualitative in approach, employing thematic analysis. Participants included sports management and sports media ...
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purpose of this research is to identify factors influencing the promotion of media support for karate talent management programs in the country. The study is applied in terms of purpose and qualitative in approach, employing thematic analysis. Participants included sports management and sports media professors with at least two related research projects, as well as managers of the Karate Federation and provincial boards (16 individuals). Purposeful sampling was used. Data analysis was conducted through the continuous comparison method using Atlas software. The thematic analysis revealed that financial, managerial, infrastructural, attitudinal, cultural-social, sports technical, and media technical factors are key dimensions of the media support promotion model for karate talent management programs. Utilizing media capacity in talent management can leverage their educational, motivational, and informational strengths to enhance the quality of talent search programs and provide a foundation for their development.
Research Paper
Sports Media
saeed yousefi; fateme abdavi; Yaquob Badriazarin; maryam moghadam
Abstract
In this research, the first study aimed to design and evaluate Instagram sports posts featuring captions that highlight the affective and instrumental benefits of exercise, accompanied by images, across eight separate conditions. The results indicated that the designed posts were appropriate for each ...
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In this research, the first study aimed to design and evaluate Instagram sports posts featuring captions that highlight the affective and instrumental benefits of exercise, accompanied by images, across eight separate conditions. The results indicated that the designed posts were appropriate for each condition. The second study employed a 2 x 4 experimental design, where participants in the eight conditions viewed the Instagram posts from the first study online. The findings showed a significant increase in exercise intention compared to baseline levels in both the emotional (t(71) = -5.45, p < 0.001) and physical (t(55) = -3.26, p < 0.002) educational conditions. Additionally, posts with affective and instrumental information generated higher emotional satisfaction and recall scores than other types of posts. Therefore, viewing informative Instagram sports posts with affective and instrumental captions was more effective in promoting sports participation than neutral, seductive, or purely textual posts. This study provides evidence supporting the use of caption-related affective and instrumental visual content in Instagram sports posts to motivate individuals to exercise.
Research Paper
Sport Advertising
Reza Mortazi; Azadeh Seyedalinejad; Mohamad Jalilvand
Abstract
The present study was designed and conducted to investigate the mediating role of agile marketing in the relationship between relative advantage, competitive advantage, and the acceptance of digital marketing for sports products. This research is a descriptive, applied study conducted in the field. The ...
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The present study was designed and conducted to investigate the mediating role of agile marketing in the relationship between relative advantage, competitive advantage, and the acceptance of digital marketing for sports products. This research is a descriptive, applied study conducted in the field. The statistical population includes all customers of sports products. Due to the large size and uncertainty of the population, a sample of 384 customers from Hamadan city was selected using Morgan’s table for an unlimited population, through multi-stage random sampling.
Standardized questionnaires were used for data collection. To analyze the data, structural equation modeling with PLS software was employed. The results indicated that agile marketing fully mediates the relationship between relative advantage, competitive advantage, and the acceptance of digital marketing of sports products. Based on these findings, it is concluded that promoting collaborative decision-making and establishing conditions that foster trust can enhance the acceptance of digital marketing in the sports products sector.
Research Paper
Sports Media
AbdoalMajid DoorAndish; Seyd Mohamad Ali Mirhoseini; Ahmad Torkfar; Alireza Elahi
Abstract
The present research was conducted with the aim of designing a model for the role of media in guerrilla marketing of sports products (goods and services) using a mixed-methods approach. Practically, this research combined a sequential exploratory design with a survey data collection method. The statistical ...
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The present research was conducted with the aim of designing a model for the role of media in guerrilla marketing of sports products (goods and services) using a mixed-methods approach. Practically, this research combined a sequential exploratory design with a survey data collection method. The statistical population for the qualitative part included professors, researchers, producers, and advertising activists (22 individuals), while the quantitative part involved academic professors, production managers, and sports store owners (198 individuals). Data collection in the quantitative phase was based on a researcher-made questionnaire derived from the qualitative findings, which consisted of two sections: demographic characteristics and related questions. The questionnaire contained 29 items across eight main components, measured on a five-point Likert scale (1 = completely disagree, 5 = completely agree). Structural equation modeling using Smart-PLS software was employed to analyze the data. The interview analysis revealed 29 conceptual codes grouped into 8 categories (core codes): advertising, grounding, human resources, economic factors, nature, beauty, effects, and benefits—representing the roles of media in guerrilla marketing of sports products. The results of the quantitative analysis also confirmed the findings from the qualitative phase.
Research Paper
Sports Media
Seyed Ehsan AmirHoseni; Ayob Ameri; Ehsan Moradian
Abstract
The present study was conducted to compare the purchase intentions of Generation Z consumers regarding domestic and foreign sports brands, with an emphasis on social media influencers. This research employed a survey methodology. The statistical population included all Generation Z customers of sports ...
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The present study was conducted to compare the purchase intentions of Generation Z consumers regarding domestic and foreign sports brands, with an emphasis on social media influencers. This research employed a survey methodology. The statistical population included all Generation Z customers of sports stores in Yasouj city; however, their exact number was not available. Using Cochran's sample size formula, a sample of 384 participants was determined, assuming an unknown population size. Data collection tools included the social media influencer questionnaire developed by Son et al. (2021) and the questionnaire by Boon et al. (2020).
For data analysis, independent t-tests and analysis of variance (ANOVA) were used. The results indicated a significant difference in the desire to purchase domestic sports brands among Generation Z consumers based on the type of social media influencer (F=13.658; significance level=0.001). Specifically, the willingness to buy domestic sports brands in the peer and friend group (mean=2.85) was higher than in other groups.
Similarly, a significant difference was observed in the willingness to purchase foreign sports brands based on the type of social media influencer (F=11.587; significance level=0.001). In this case, the group of advertising influencers (mean=4.08) had the greatest impact on the willingness of Generation Z consumers to buy foreign sports brands, indicating that this group exerted the most influence on their purchase intentions.
Research Paper
Sports Media
Moslem Salehian; Shahab Bahrami; Nazanini Rasekh; Ayeh Rizevandi
Abstract
The aim of this study is to examine the role of information and communication technology (ICT) in the development of sports startups. In terms of purpose, this study is practical, and regarding the data collection method, it is a descriptive survey.The research was conducted in two parts. In the first ...
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The aim of this study is to examine the role of information and communication technology (ICT) in the development of sports startups. In terms of purpose, this study is practical, and regarding the data collection method, it is a descriptive survey.The research was conducted in two parts. In the first (qualitative) part, field interviews were carried out with the research population, which included prominent professors in the field of sports management specializing in entrepreneurship and ICT, notable sports startups, and sports entrepreneurs. A total of 14 interviews were conducted with 13 individuals, continuing until theoretical saturation was reached.In the second (quantitative) part, after collecting data from the qualitative phase, a questionnaire was constructed. This questionnaire, consisting of 28 items related to three components—formation, validation, and growth—was distributed among sports startups (staffing) and their managers. The sample size was 86 participants.Data distribution was assessed using skewness and kurtosis indices to determine whether the data were normally or abnormally distributed. To answer the research questions and develop both measurement and structural models, SPSS and SmartPLS software were used. The results indicated that ICT plays an effective role in the development of sports startups across all three stages—formation, validation, and growth—with the greatest impact observed during the growth stage.