Shahrzad Nayyeri; Vajiheh javani; hamid ghasemi
Abstract
Objective: The aim of this study was to investigate how to the Sport teams use Instagram as a social media platform for their branding purposes, and how much their fans respond to the brand on Instagram.Methodology: First, qualitative and quantitative content analysis was conducted on 500 Instagram posts ...
Read More
Objective: The aim of this study was to investigate how to the Sport teams use Instagram as a social media platform for their branding purposes, and how much their fans respond to the brand on Instagram.Methodology: First, qualitative and quantitative content analysis was conducted on 500 Instagram posts by Tehran Esteghlal F.C. Then, by using one-way ANOVA and Scheffe test, investigated what team brand attributes have created more fan engagement.Results: Findings indicated that two demonstrates of brand attributes of Esteghlal F.C. on its Instagram page including product-related factors (team success, star player and head coach), and non-product related factors (brand mark, management, club’s history and tradition, club’s culture and values, event’s image, sponsor and fans). The highest frequency of images was related to star players (47.6%), and the lowest frequency was attributed to the club’s culture and values (2.2%). The results of ANOVA showed a significant difference between the means of comments and likes of the fans in terms of brand attributes. Scheffe test results showed that star players cause a significant difference in the number of fans' likes. moreover, it pointed out that sponsors effect the number of fans' comments.Conclusion: Instagram as a social media platform could be a suitable instrument to realize the brand through the content of messages exchanged between the followers and the sport teams. So, it could be used for branding purposes of the club.
hamid ghasemi
Abstract
Objective: The purposive of this research was the content analyses of research methodology books in physical education and sport sciences in Iran till the end of spring of 2014. Methodology: The methodology was descriptive and content analysis. The instrument for data gathering was coding sheets and ...
Read More
Objective: The purposive of this research was the content analyses of research methodology books in physical education and sport sciences in Iran till the end of spring of 2014. Methodology: The methodology was descriptive and content analysis. The instrument for data gathering was coding sheets and its instruction which made by researcher. Content and face validity of coding sheets approved by some experts and its objectivity approved by agreement coefficient of 4 coder (Kendall=0.89). The populations included 14 books of research methodology in physical education that all of them used in study. Results: Findings showed that by the end of spring of 2014, just 14 research methodology books in the field of physical education were published. Among these number of books only 3 books were compilation and the 11 of them were translated. The noticeable point was that these 11 books were translated from 5 source books. It means that 5 books in source language translated to the second language by 11 groups of translators. There was a meaningful difference among these books in using pictures, charts, bars and the number and the kind of resources. Conclusion: Among these books the book which was translated by kuzechian et al has had highest points between others
