Abstract
Introduction:
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 statistical society is Tehran citizens who participate in the all 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 roles, sport attitude and sport participation. Validity and reliability of tools based on the experts view, kronbach 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 (0.333), 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 direct impact on sport participation.
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