الگوی تاثیر رسانه‌های اجتماعی در توسعه کسب‌و‌کار‌های ورزشی

آزادی, رسول; عسکریان, فریبا; عبدوی, فاطمه; قاسمی, حمید

doi:10.22124/jsmd.2023.22737.2717

نوع مقاله : مقاله پژوهشی

نویسندگان

¹ دکتری مدیریت ورزش، گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه تبریز، تبریز، ایران

² استاد مدیریت ورزش، گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه تهران، تهران، ایران

³ دانشیار مدیریت ورزش، گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه تبریز، تبریز، ایران

⁴ استاد مدیریت ورزش، گروه مدیریت ورزشی، دانشکده تحصیلات تکمیلی، دانشگاه پیام نور، تهران، ایران

10.22124/jsmd.2023.22737.2717

چکیده

هدف: پژوهش حاضر با هدف طراحی الگوی تاثیر رسانه‌های اجتماعی در توسعه کسب‌و‌کار‌های ورزشی انجام گرفته است.
روش‌شناسی: پژوهش حاضر با روش آمیخته اکتشافی انجام و در بخش کیفی از روش تحلیل مضمون و در بخش کمی از تحلیل معادلات ساختاری استفاده شد. جامعه آماری در بخش کیفی شامل ۱۷ نفر از اساتید و فعالان کسب‌وکارهای ورزشی (تا رسیدن به اشباع نظری) و در بخش کمی ۴۱۷ نفر از اساتید، دانشجویان و فارغ‌التحصیلان مدیریت و بازاریابی ورزشی بودند. ابزار پژوهش شامل مصاحبه نیمه‌ساختاریافته (کیفی) و پرسشنامه ۳۶ سوالی محقق‌ساخته (کمی) بود که روایی صوری و سازه آن تأیید شد و پایایی آن با آزمون آلفای کرونباخ 91 درصد تعیین شد. تحلیل داده‌ها با استفاده از نرمافزار SPSS و AMOS نسخه 24 انجام گرفت.
یافته‌ها: در مرحله کیفی، 116 کد باز استخراج شد که در 8 متغیر اصلی شامل، بازاریابی آنلاین، عامل مدیریتی، ماهیت رسانه‌های اجتماعی، عامل ساختاری، عامل حقوقی، عامل فرهنگی و اجتماعی، منابع مالی و منابع انسانی دسته‌بندی شدند. در بخش کمی، یافته‌ها نشان داد که به‌جز عامل حقوقی و منابع مالی، سایر متغیرها تأثیر معنی‌داری بر توسعه کسب‌وکارهای ورزشی دارند. اولویت‌بندی این متغیرهای مؤثر به ترتیب شامل ماهیت رسانه‌های اجتماعی، عامل ساختاری، بازاریابی آنلاین، عامل مدیریتی، عامل فرهنگی و اجتماعی و عامل منابع انسانی است.
نتیجه‌گیری: این مطالعه نشان می‌دهد که رسانه‌های اجتماعی به‌عنوان ابزاری قدرتمند، در توسعه کسب‌وکارهای ورزشی نقش کلیدی دارند. بر این اساس، توصیه می‌شود مدیران ورزشی و استارت‌آپ‌های این حوزه با تمرکز بر اولویت‌های شناسایی‌شده، استراتژی‌های دیجیتال خود را بازنگری و بهینه‌سازی کنند تا مزیت رقابتی پایدار به دست آورند.

کلیدواژه‌ها

موضوعات

مدیریت و توسعه ورزش

عنوان مقاله [English]

The Model of the Influence of Social Media in the Development of Sports Businesses

نویسندگان [English]

Rasoul Azadi ¹
Fariba Askarian ²
Fatemeh Abdavi ³
Hamid Ghasemi ⁴

¹ Ph.D of Sport Management, Faculty of Sport Sciences, University of Tabriz, Tabriz, Iran

² Professor of Sport management, Faculty of Sport Sciences, University of Tehran, Tehran, Iran

³ Associate Professor, Faculty of Sport Sciences, University of Tabriz, Tabriz, Iran

⁴ Professor of Sport Management, Payam Nour University, Tehran, Iran

چکیده [English]

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.

کلیدواژه‌ها [English]

Social Media
Sports Business
Marketing
Sports Industry

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الگوی تاثیر رسانه‌های اجتماعی در توسعه کسب‌و‌کار‌های ورزشی

مراجع

مراجع

دوره 14، شماره 3 - شماره پیاپی 43پاییز- پیاپی 43مهر 1404صفحه 69-93

دوره 14، شماره 3 - شماره پیاپی 43
پاییز- پیاپی 43
مهر 1404
صفحه 69-93