Sport Management and Development
Rasoul Azadi; Fariba Askarian; Fatemeh Abdavi; Hamid Ghasemi
Abstract
Objective: The current research has been carried out with the aim of designing a model of the impact of social media in the development of sports businesses.Methodology: The mixed and thematic analysis method was used in the qualitative part and the structural equation analysis method was used in the ...
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Objective: The current research has been carried out with the aim of designing a model of the impact of social media in the development of sports businesses.Methodology: The mixed and thematic analysis method was used in the qualitative part and the structural equation analysis method was used in the quantitative part. The statistical community in the qualitative part included university professors and sports business owners, who were selected after reaching the theoretical saturation limit of 17 people, and also in the quantitative part, 417 people were selected from the professors, graduates, and postgraduate students of sports management and marketing in the country. The research tool in the qualitative part included a semi-structured interview, and in the quantitative part, it included a researcher-made questionnaire with 36 questions taken from the qualitative part, whose formal and structural validity was confirmed, and its reliability was determined by Cronbach's alpha test of 91%. Data analysis was performed using SPSS and Amos version 24 software.Results: In the qualitative phase, 116 open codes were extracted and categorized into eight main variables, including the nature of social media, structural factor, online marketing, managerial factor, cultural and social factor, human resources, legal factor, and financial resources. In the quantitative phase, the findings indicated that except for the legal factor and financial resources, the remaining variables had a significant impact on the development of sports businesses. The prioritization of these influential variables is as follows: the nature of social media, structural factor, online marketing, managerial factor, cultural and social factor, and human resources.Conclusion: According to the findings of the current research, sports business owners are advised to use the necessary planning and investment for the success of their business based on the specified priorities.
Saeed Sadeghi Boroujerdi; Hossein mansouri; salar fatehi
Abstract
Objective: The purpose of this study is the effect of social media personalization on loyalty with the mediating role of perceived value and brand attachment among fans of Persepolis Football ClubMethodology: The research method was descriptive-correlation in terms of time, cross-sectional and in terms ...
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Objective: The purpose of this study is the effect of social media personalization on loyalty with the mediating role of perceived value and brand attachment among fans of Persepolis Football ClubMethodology: The research method was descriptive-correlation in terms of time, cross-sectional and in terms of data collection, quantitatively, in terms of the study, was a sample of the population. The statistical population of this study included all fans of Persepolis team. Sample Power software was used to estimate the sample size, and finally 348 were collected. Measurement tools: Media personalization questionnaire was used by Serini Vasan et al. (2002), brand loyalty and perceived value by Yu and Dante (2001) and brand attachment to Thomason et al. (2005).Results: Findings showed that personalization of social media had a significant effect on brand loyalty, perceived value and brand attachment (p <0.05), brand attachment had a significant effect on brand loyalty (p <0.05). Perceived value affected brand loyalty (p <0.05). Finally, the indirect effect of social media personalization on brand loyalty with the mediating role of perceived value and brand attachment was confirmed (p <0.05).Conclusion: Media personalization should be part of a successful marketing and advertising strategy of sports clubs, based on which media personalization has positive results in loyalty, perceived value and brand attachment. Thus, personalization allows clubs to adjust their interaction with users to highlight the specific product in which the user has researched, and also increase brand awareness, customer loyalty, customer satisfaction and customer retention.
sardar Mohamadi; abed mahmoodian
Abstract
Objective: social Medias are developing technologies for communication among fans and sport teams and athletes. The following survey was done for investigating the impact of using Instagram in athletes brand image.Methodology: 368 people from the students of the University of Kurdistan were chosen as ...
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Objective: social Medias are developing technologies for communication among fans and sport teams and athletes. The following survey was done for investigating the impact of using Instagram in athletes brand image.Methodology: 368 people from the students of the University of Kurdistan were chosen as samples based on Kargiand Morgan Tables regarding the ration of the society. The following survey was done with descriptive correlation method. From the standard questionnaires Self-connection (Turri and et al.), relationship (Fletcher and et al.), authenticity (Chandra and et al.), attachment (Mael & Ashforth’s), and athlete brand image (Arai and et al.) were used why their form and content validity and its internal consistency were verified respectively by specialists and by Cronbach's alpha, and SEM model was used for the analyses of the data.Results: The results showed that model of the survey is of a good fitness, and it can be a suitable model for the role of using social media of Instagram in brand image.Conclusion: It can be argued that if athletes manage their using of social media, they can improve their brand image and use from its benefits. Accordingly, the proposed variables in the model can be suitable determiners of the impact of social media of Instagram in depicting the athletes brand image.
Behzad Izadi; Hiva Badzohre
Abstract
Objective: Sports spectatorship is one of people's favorite pastimes. Besides attending games in person, sports fans use a wide variety of social media keep up with their favorite teams that leads to more identification and self-esteem. So, the purpose of this research was design a model for determining ...
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Objective: Sports spectatorship is one of people's favorite pastimes. Besides attending games in person, sports fans use a wide variety of social media keep up with their favorite teams that leads to more identification and self-esteem. So, the purpose of this research was design a model for determining Relationship football fan identification and collective self-esteem based on social media. Methodology: The research method was descriptive and survey that data were gathered through questionnaire. The statistical population was consisted the fans of Teraktorsazi football club in a match with the team of Qatar Lekhwiya Sports Club that the number 248 were selected randomly. Structural equation models (SEM) were used to analyze the data. Results: Results indicated that social media usage effect positively on fan identification (β= 0/88). Also, fan identification affect significantly on collective self-esteem (β= 1.03). Conclusion: Sports fans use social media to achieve and maintain their positive social identity through intergroup differentiation from rival teams and manage their feelings and self-esteem through associating with a successful team.
