Research Paper
Masomeh Babaei Mobarake; Mehdi Kohandel; Abas khodayari; Mahvash Noorbakhash; Ali Zarei
Abstract
The purpose of this study is to examine the relationship be-tween the motivation of sports program viewers through digital devices. After identifying the motivating variables of the sports programs viewers, nine hidden motive variables were investi-gated. To analyze the data, and to identify and extracting ...
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The purpose of this study is to examine the relationship be-tween the motivation of sports program viewers through digital devices. After identifying the motivating variables of the sports programs viewers, nine hidden motive variables were investi-gated. To analyze the data, and to identify and extracting Scales and items, orthogonal rotational exploratory analysis method was used using SPSS statistical software (SPSS software) at a significant level of 0.05 and two-way. The statistical popula-tion of this research is all students of Payame Noor University of Tehran, with a total number of 22,000. The statistical sample was determined based on the exploratory factor analysis (525 people) and classified by stratified random sampling method. Face and content validity were confirmed by experts, and con-struct validity were confimed using exploratory factor analysis. For data analysis, structural equation modeling (partial least squares method) was used by Smart PLS software. The results of the structural equation model showed that the motivations of viewers of sports programs through digital devices are as fol-low: pleasure (0/834), recreation and entertainment (0/815), sports information (0/804), sport information learning (0/666), and Composition (0/665), social interactions (0/560), rest (0/528) and emancipation and escape (0/108). Also, the good-ness of fit (GOF) was reported 0/693 and accordingly the model is fitted as a strong model.
Research Paper
Hamed Talebian; Mohammad Mahdi Mowlaei
Abstract
The main goal of this research was to identify the actitives of «Navad» TV program in social media. The production of different media texts to publish and share in social media as well as user’s typology formed by users’ activities in cyberspace, demonstrated the leaf competencies ...
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The main goal of this research was to identify the actitives of «Navad» TV program in social media. The production of different media texts to publish and share in social media as well as user’s typology formed by users’ activities in cyberspace, demonstrated the leaf competencies of this program. To reach this goal, the online observation as one of virtual ethnography techniques was used. It was indicated that this activities do not enjoy most of other important competencies at the level of root or stem ones, by the application of theoretical model, known as the tree of competence. It makes the fan users passive and merely advocating users, rather than active ones. Finally, it was gathered and presented differnet potential and actual competencies of this program extracted by some actual core and leaf competencies.
Research Paper
Hossein Eydi; Amin Reza Bakhshi Chenari; Masoumeh Fadaeii deh cheshmeh
Abstract
Women have long been faced with many social problems such as: lack of opportunity for exercise Or prohibitions to address it on the result , Cultural myths in society, media bias in coverage of women's sports , Sponsors reluctance of women's sport and etc. Also, given the importance of exercise for women ...
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Women have long been faced with many social problems such as: lack of opportunity for exercise Or prohibitions to address it on the result , Cultural myths in society, media bias in coverage of women's sports , Sponsors reluctance of women's sport and etc. Also, given the importance of exercise for women of different aspects of physical, mental, social and political development and underdevelopment in the exercise of this important class of , This study reports the views of Iranian women,S attitudes Muslim women,S participate in the Olympics and the world . In this study, the research method research approach of focus group interview tool that has been done in the field. The sample of eight female undergraduate and graduate students of Physical Education , Razi University who were selected by simple random sampling. The results showed that the presence of Iranian women athletes in the women's tournament . Particularly in international and Olympic pride and joy and they will not be lost in the championship to cause discouragement and sadness . The results showed that the presence of women in tournaments somehow promote women's sport in the country, thus promoting the sport of women.
Research Paper
Fariborz Rahimnia; Farshad Ghaderi; Ghasem Eslami
Abstract
The purpose of this reserch is to Investigate the relationship between social media marketing and electronic word of mouth with the mediator role of brand awareness and brand image in sportswear Customers. The statistical society of this research is sportswear customers. In order to collect data, 500 ...
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The purpose of this reserch is to Investigate the relationship between social media marketing and electronic word of mouth with the mediator role of brand awareness and brand image in sportswear Customers. The statistical society of this research is sportswear customers. In order to collect data, 500 spreadsheets were distributed randomly among the sportwear customers and 455 questionnaires were analyzed. The relationship between variables was investigated through structural equation modeling with AMOS software. The results indicated that the social media marketing has a positive impact on brand awareness and image; the positive impact of social media marketing has also been confirmed on electronic word of mouth. Moreover brand awareness has positive relationship with brand image. brand image has positive mediating role in the relationship between social marketing and electronic word of mouth.
Research Paper
Hossein Kordlu; Hossein Alimohammadi; Najmeh Gharaye Torshizi
Abstract
Attracting and retaining customers is the best way to increase profitability based on rapid changes in competitive markets. The purpose of this study was to determine the relation between relationship marketing and shopping behavior and customer loyalty in swimming pools. The statistical population consisted ...
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Attracting and retaining customers is the best way to increase profitability based on rapid changes in competitive markets. The purpose of this study was to determine the relation between relationship marketing and shopping behavior and customer loyalty in swimming pools. The statistical population consisted of all customers of pools in Birjand and 253 completed questionnaires from a total of 260 respondents were analyzed. Marketing and Shopping Behavior Questionnaire (Kim, 2008) and Customer Loyalty Inventory (Liu, 2008) were used to collect data. Reliability of the questionnaires was 0.93, 0.90 and 0.76 based on Cronbach's alpha test for relationship marketing questionnaire, shopping behavior and customer loyalty respectively. Pearson correlation and structural equation modeling were used to analyze the data of this research. The results showed there is a significant relationship between relationship marketing, shopping behavior and customer loyalty. Also the results of the pathway analysis confirmed the conceptual model of the research. Based on the findings, it is suggested that relationship marketing should be considered as one of the effective factors in attracting and retaining sports customers
Research Paper
Reza Shahbazi; Majid Jalali Farahani; Mohammad Khabiri
Abstract
Regarding the importance of media in development of sport tourism industry, this research has been conducted with the aim of reviwing and rating the role of mass media in development of sport tourism in Tabriz. The statistical population of this study was the managers and experts of sports, tourism, ...
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Regarding the importance of media in development of sport tourism industry, this research has been conducted with the aim of reviwing and rating the role of mass media in development of sport tourism in Tabriz. The statistical population of this study was the managers and experts of sports, tourism, cultural heritage and sports media in Tabriz city (N= 300). Total population sampling was used and 230 questionnaires were examined. The research tool was a researcher-made questionnaire. After validation by a number of sports and tourism management experts,they were distributed among 30 subjects and its reliability was reported (α = 0.86). Data analysis was performed using descriptive statistics and inferential statistics such as Kolmogorov-Smirnov test, Friedman's rank test by SPSS24 software. Findings of the research showed that mass media had most effect in "human resource training" with an average rating of 4.39 and "identifying environmental capacities and capabilities" had the lowest effect with average rating of 3.78. Also, among all mass media, television, Internet and modern media had most effect on the development of sport tourism in Tabriz city.According to research findings, television, the Internet and the modern media have key role in the components of sport tourism development, therefore, it is suggested to provide a proper situation for more and more attendance of tourists in sports events.
Research Paper
Seyed Amin Dehghan; Masoud Emanzadeh; Majid Namor; Muhammad Poorpanahi
Abstract
The purpose of this research was to investigate the role of mass media in the development of participation of private sector in sport. To collect information, related literature and documents were reviewed. Also a researcher-made questionnaire was used that it's face validity was confirmed by several ...
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The purpose of this research was to investigate the role of mass media in the development of participation of private sector in sport. To collect information, related literature and documents were reviewed. Also a researcher-made questionnaire was used that it's face validity was confirmed by several experts and sport management professors and it's construct validity was approved using confirmatory factor confirmation. Reliability of the questionnaire was confirmed by Cronbach's alpha (0.9). The samples consisted of two groups of sport managers and experts, and media managers and experts (130 people). Present study is applied in terms of result and descriptive in terms of data collection. Mass media and its functions as independent variables and participation of private sector were considered as dependent variable. Some of the most important results of the research were that the role of awareness and information, education, promotion, culture of public media influenced the development of participation of private sector in sport in Ardebil province. The most important roles of mass media in the development of participation of private sector in sport were the priority of the role of culture, promotion, awareness and information, education and social participation respectively. There was a significant difference between the views of the subjects about the role of mass media in the development of participation of private sector in sport, while media sector managers were more inclined to participate in the private sector in sport. It is concluded that in order to participate in the private sector in sport, managers should be familiar with the functions of the media.
Research Paper
Sayyed Jalil Miryousefi
Abstract
The aim of this research is to investigate the role of mass media in the development of social culture in championship sport. The statistical population consisted of sports and media management professors, media professionals, and athletes (national and provincial champions of 2019). Purposeful sampling ...
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The aim of this research is to investigate the role of mass media in the development of social culture in championship sport. The statistical population consisted of sports and media management professors, media professionals, and athletes (national and provincial champions of 2019). Purposeful sampling was used in this study (125 people). A researcher-made questionnaire was used which it's validity was confirmed by physical education and media professors. The reliability of the questionnaire was calculated using Cronbach's alpha coefficient (α=0.94). Structural equations modeling, exploratory factor analysis, and confirmatory factor analysis of the first and second order were used to analyze data. The results revealed that three factors related to mass media were cultural, educational, and promotional factors. Meanwhile, items of affecting development of ethics in sport, publication of the correct and accurate information about sports in sports media, and distribution of scientific achievements in sport were prioritized in cultural, educational, and promotional factors respectively. Based on the findings, mass media should be considered as an important component in developing social culture in the sports championship. Therefore, through proper planning, the media and sports community can interact with each other and use their capacities to develop social culture in the national sports championship.