Saeedeh Razavi; Nima Majedi; Fariba Mohamadian
Abstract
Objective: The aim of the research is to the effect of the roles of social media on sport participation by mediating of participatory capabilities.Methodology: The methodology is correlative-descriptive. The population is Tehran citizens who participate in the public sport events in 1396 year. The sample ...
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Objective: The aim of the research is to the effect of the roles of social media on sport participation by mediating of participatory capabilities.Methodology: The methodology is correlative-descriptive. The population is Tehran citizens who participate in the public sport events in 1396 year. The sample based on the Morgan table is 384 persons that are selected randomly. The main tool of the research includes 3 researcher made questionnaire, media role, sport vision and sport participation. Validity and reliability of tools based on the expert's view, Cronbach alpha and desired model measuring indexes were measured. Smart PLS modeling software was used for analyzing and testing the hypothesis. Results: In direct relations, it was determined that the role of social media have a positive and meaningful impact on attitude of sports, sports interactions, sports media consumption and sports participation. Sports attitude, sport interactions and sports media consumption have a positive and significant effect on sports participation. In the indirect relation section, the Sobel Test examination showed that the role of social media with the mediating role of athletic attitude, sport interactions and sports media consumption have a positive and significant effect. Conclusion: Based on the findings we can say that the indirect impact of media is very much than its indirect role on sport participation and media without vision change capability in their content cannot affect very significantly. Thus it is required that all sport organizations in Tehran produce and manage their media content according to the various visions, requirements and sport interests of citizen.
