نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشیار مدیریت ورزشی دانشگاه کردستان
2 دانشجوی دکتری مدیریت ورزشی دانشگاه کردستان
چکیده
هدف: شبکه‌های اجتماعی، فناوری در حال رشدی برای ارتباط هواداران با تیم‌های ورزشی و ورزشکاران هستند. تحقیق حاضر با هدف شناسایی تأثیر استفاده از شبکه اجتماعی اینستاگرام در تصویر برند ورزشکاران انجام شد.
روش‌شناسی: تعداد نمونه 368 نفر از دانشجویان دانشگاه کردستان بر اساس جدول کرجسی و مورگان و با توجه به نسبت جامعه به‌عنوان نمونه انتخاب شدند. پژوهش حاضر با روش تحقیق توصیفی - همبستگی انجام شد. از پرسشنامه‌های استاندارد، خود ارتباطی تاری و همکاران (2013)، رابطه فلتچر و همکاران (2000)، اصالت چانبرا و همکاران (2003)، وابستگی میل و آشفورس (1992) و تصویر برند ورزشکار آرائی و همکاران (2013) استفاده شد که روایی صوری و محتوایی آن به وسیله متخصصان و همسانی درونی آنها از طریق آلفای کرونباخ (به‌ترتیب، 75/0، 83/0، 74/0، 75/0، 87/0) تأیید و برای تحلیل داده‌ها از مدل معادلات ساختاری استفاده گردید.
یافته‌ها: یافته‌ها نشان می‌دهند، متغیرهای خود‌ارتباطی و رابطه بر وابستگی اثر معنادار دارند. همچنین متغیرهای وابستگی و اصالت با تصویر برند ورزشکار نیز رابطه معناداری داشته و مدل ارائه شده دارای برازش مناسبی است.
نتیجه‌گیری: در صورتی‌که ورزشکاران نحوه استفاده از شبکه اجتماعی اینستاگرام خود را مدیریت کنند، می‌توانند تصویر برند خود را توسعه داده و از مزیتهای آن برخوردار شوند. بنابراین متغیرهای خود‌ارتباطی، رابطه، اصالت و وابستگی تبیین‌کننده مناسبی در جهت نقش استفاده از اینستاگرام در توسعه تصویر برند ورزشکار هستند.
کلیدواژه‌ها
عنوان مقاله [English]
Impact of Using Social Media of Instagram in Athletes Brand Image
نویسندگان [English]
- sardar Mohamadi 1
- abed mahmoodian 2
1 Associate of sport management, University of Kurdistan
2 P.h.D of sport management, University of Kurdistan
چکیده [English]
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.
کلیدواژه‌ها [English]
- Attachment
- Authenticity
- Brand Image Athlete
- Social media
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