فصلنامه مطالعات راهبردی ورزش و جوانان
پیاپی 48 (تابستان 1399)

The study is to investigate the factors affecting the social media marketing of Iran’s pro league football clubs. The research method was qualitative and administered by using a grounded theory approach. Data was collected through interviews (n=19) which were conducted with top managers in football and media, faculty members with a focus on sport marketing, marketing and IT executives in league organization, media and marketing executives in football clubs, and social media experts that selected by judgment sampling. The internal validity was confirmed by providing feedback to the interviewees. In order to determine the reliability, Kappa coefficient in both initial and final coding stages were 0/769 and 0/768 respectively. Data were analyzed according to the open, axial and selective coding. The findings indicated that there were 64 effective factors in the marketing of social media marketing. These labels were categorized into nine concepts: structure, football nature, management, social media, communication and information technology, culture and society, legal and legal issues, economics, government and politics, and professional factors related to the sports industry. The Current limitations of social media marketing in football clubs have occurred under various situations. It is far from desired situation. According to the findings, executive strategies are being considered that can lead club managers to develop social media marketing clubs and achieve a desirable situation.

The study is to investigate the effects of social media marketing on the brand equity of the clubs of the Iranian Premier Football League. Due to the purpose, the study is applicable and is considered a descriptive – survey one. The statistical population were the fans of the teams in the 17th Iranian Football League (2017-2018), that had used the social media of clubs. A questionnaire was used to collect the data. Of the received questionnaires (1256), approved questionnaires (979) were chosen as the statistical samples. After confirming the content validity of questionnaires by the professors of marketing and media, their construct validity was verified by exploratory and confirmatory factor analysis. Using Cronbach’s alpha, the reliability coefficient of brand equity questionnaire and marketing in social media were %89 and %95, respectively. In this research, descriptive statistics and inferential statistics including independent t-test, one-way ANOVA and structural equation modeling with Lisrel software were used. The results showed that except marital status, other personal characteristics (having a fan’s card, age and degree of education) made a significant difference in the perception of the fans of brand equity. Also, the results indicated a positive and significant impact of social media marketing on the brand equity of the Premier League football clubs. Finally, it can be said that the use of the results of this study will help sports managers in the football industry to manage the team brand and develop strong and lasting relationships with fans in order to promote the brand equity of their clubs through social media.

The study is to redesign the strategic plan Taekwondo Federation of Islamic Republic of Iran. The research method was descriptive analytic and it was based on the process for Strategic Studies with SWOT approach. The samples consisted of 65 people of administrators and members of the Board of Directors of the Federation and heads of Provincial Sport Board who were considered equal to the community. The method of data collection was Field and it was performed with using of opened and closed questionnaires and also interviews with members of the research community in order to the theoretical saturation recognized mission statement, vision, strengths, weaknesses, opportunities and threats. Information obtained have been finalized by the Steering Council’s comments in 14 strengths, 7 weakness, 9 opportunities and 7 threats. Also, using the evaluation table of internal factors and external factors and the calculations necessary, Federation Strategic position were identified in the offensive status. Then, by using SWOT matrix analysis of four strategies of SO, two strategies of WO, two strategy of ST and three strategy of WT were identified total of eleven strategies. Identified strategies with quantitate strategic planning matrix (QSPM) prioritized in two parts of SO strategies and other strategies.

The study is to identify the strategic situation of Equestrian Federation in Iran and present its plans and developmental strategies. So, identifying the strengths, weaknesses opportunities and threats of Equestrian Federation in Islamic Republic of Iran, was investigated as a special purpose. Accordingly, the present research has focused on the types of applied-developmental researches and based on the subject and objectives, a descriptive survey of the field was conducted analytically by collecting the field form strategic studies. The statistical population of the research included all the members of the board of directors and chairmen of the committees of the Equestrian Federation, the university elites and experts of the federation, which according to the limited number of research community, sampling was done as a whole(N=n=62). To collect data, a researcher-made questionnaire was used based on SWOT’s strategic planning model. In total, 2 questionnaires were used including personal characteristics questionnaire and a questionnaire to determine the impact of strength, weakness, opportunity and threats of Islamic Republic of Iran Federation for Equestrian. The content validity of the questionnaires was approved after applying the views of sports management professors and academic experts. The reliability of the questionnaire was obtained through Cronbach’s alpha coefficient more than α = 0/8. Then Friedman and Khy-2 tests were used to prioritize strengths, weaknesses, opportunities and threats. For other items in strategic planning, strategic analysis, in particular SWOT analysis, was used in terms of topic. The results showed that there was a significant difference between prioritizing strengths, weaknesses, prioritizing opportunities and prioritizing the threats of Islamic Republic of Iran Federation for Equestrian from the viewpoint of the research sample. In general, 8 strengths, 13 weaknesses, 9 opportunities and 8 threats were identified. According to the results of the internal and external matrix, the position of Islamic Republic of Iran Federation for Equestrian is located in the conservative competitive zone (WO), for which five strategies were developed

Training and content production are the main ways to achieve the resistive economy culture. The study examines the role of virtual education (content production) on the dimensions of resistive economy in the Ministry of Sports and Youth. According to the purpose of research and collective consensus of professors, this research is based on logical arguments and analyzes and has provided a new model that adds to the knowledge collection in this field. Therefore, it can be considered as a development methodology in terms of method and in terms of implementation as a type of practical research or action study modeling. In order to provide the initial model from the exploratory interview method, the library research and a questionnaire were used in parallel and then some experts were consulted. The numerical (certainty) value of the FIS is calculated as 5/08 which can be considered as medium by matching this number with the membership function defined for fuzzy inference system. It showed that virtual education has a significant effect on organizational capacity and solidarity between employees and managers and on consumption control and use of domestic production. The results showed the use of different training methods for building culture and institutionalizing the concept of resistance economy in the minds and in practice are the requirements of reducing or eliminating economic shocks on the body of society. Since the role of human resources in achieving the objectives of the resistive economy is very important, proper and principled training of human resources and culture building and internalization of the goals of the resistive economy are the basic pillars of achieving the goals.

The study examines the effect of identity, loyalty and brand satisfaction on brand enunciation in sports ware. The statistical population was all physical education students of public universities in the country (9335 People). 390 correct questionnaires were analyzed. Data collection tools wee Brand Identity Questionnaire of Mael and Asfrath (1992), Purchaser’s Purpose of Becerra & Korgaonkar (2011), Positive Brand Referrals of Poor (2008), Oppositional Brand Referrals of Matzler (2007) and Brand Loyalty of Sondoh (2007). The Effect of Identity, Loyalty and Brand Satisfaction on Brand Enunciation in Sports Wear were examined. The validity of the questionnaire was confirmed by using the opinions of 10 sports management professors and construct validity through SEM. All questionnaires’ reliability was obtained above 0/75 using Cronbach’s alpha. The findings revealed that brand loyalty influences purchase intentions and positive advertising. Also brand satisfaction influences positive referrals and brand loyalty. Brand identification also affects brand satisfaction, brand loyalty and purchase intentions. Therefore, the sports ware industry managers should focus on effective factors on loyalty, identity and consumer satisfaction in order to develop brand enunciation in marketing activities. Using the marketing tools is essential to create a unique identity.

In recent decades, the sport organizations have recognized the importance of consumer behavior and therefore the attention to some variables that might be affective on behavioral intentions and satisfaction of customers, increasingly became more important. Using SEM, the study is to determine the causal relationship between spectators’ Team Identity with their satisfaction and behavioral intentions. To collect the data, these questionnaires were used after confirming their validity and reliability: team identity (Trail and James, 2001); behavioral intentions (Youshida and James, 2010) and overall satisfaction (Oliver, 1980). Statistical population were all spectators of Tabriz Tractor Sazi football team in Yadegar-e-Emam Stadium and regarding to Cochran formula for determining the samples number, 289 persons were participated and selected using un accidental and volunteer sampling. The research method was descriptive and for data analyzing the descriptive statistic, correlation tests and SEM were used. The findings of track analysis showed that team identity of spectators is of impact on their behavioral intentions and satisfaction of them (B=0/69, 0/45). Regarding to the findings, we can present strategies for reinforcing the team identity of spectators and because of mediating role of perceived quality, we can say that managers should focus on developing the quality of service in stadiums.

The study is to determine the pattern of sport tourism locating in Lahijan city using the environmental model assessment through the GIS tool and overlaying of information layers. In this regard, after providing the necessary information layers using existing tourism environmental models, the above layers were integrated into the GIS environment, using overlay functions in the Arcview 9.2 software. Finally, after drawing up the final map, in the scale of the city, the implementation of sport tourism ecological models was assessed and the areas with the capability were identified. The results indicated that the study area can be divided into two main parts (south and north) and three zones. In total, 9/36321 hectares of extensive tourism potential (Class 1 with an 89% share) is a wide range of eligible tourist destinations. This zone includes skateboarding, walking, riding, running, hunting and riding. On the other hand, 30/288 hectares are eligible for concentrated tourism (class 1 with a 74% share). Some of the proposed activities for this zone include biking, horseback riding, motorcycle, golf, rally motors, rally cars, rally bikes, gliders and light aircraft. On the whole, the southern parts of the city do not have a high potential for developing recreational activities, and the insistence on doing these kinds of activities without planning and environmental considerations imposes irreparable damage to the natural environment of these areas. On the other hand, the existing ecosystem in the region is also unlikely due to its low level of sports tourism development.

The study is to investigate the effect of individual motivations on smartphone acceptance for Accessing to sports services. The research method was descriptive-surveying and was performed on 523 undergraduate students of sport sciences of Khuzestan Azad Universities that were selected randomly. To collect the data, we used personal motivation of using smart phone of Kang (2015) and Kang et al (2015). The questionnaire reliability and validity were confirmed using confirmatory factor analysis and calculating Cronbach’s alpha coefficient respectively. Its Cronbach’s alpha coefficient was 0/9. Findings showed that 47/4% of students use smart phones more than 5 times daily to receive sports services. They most commonly use smart phones in social networks. The coefficient of individual motivators’ effect on intention to use (0/392) and intention to use in actual use (0/192) as well as t-value of both factors was higher than 1/96, which indicates the effect of individual motivations on intention to use and intent to use in actual use of sports services through smart phones. The highest and the lowest coefficients were seen in curiosity motivation (0/83) and intelligence motivation (0/44) respectively. Sports organizations can enhance other motivational factors to use sports services through smart phones by providing services in accordance with consumers’ needs and formulating an appropriate marketing strategy, in particular stimulating consumer’s sense of curiosity through advertising.

In recent years, tourism has introduced itself as an instrument for sustainable development of host community. The study is to investigate the role of sport tourism in the development of Sarein city. This is a surveying descriptive applied study. The statistical population included of tourists, residents, local authorities and officials of the Serein Winter Sports Festival. Due to the uncertainty of the number of statistical populations, 384 participants were selected randomly as statistical sample using Cochran formula for unknown population size. The research instrument was a researcher-made questionnaire that was distributed after validation and reliability (α=89). Data from 337 returned questionnaires were analyzed by SPSS V.24 and Amos V.24 software and One-Sample T-Test and Confirmatory Factor Analysis (CFA) were used. The results of data analysis showed that sport tourism has a positive and significant role in all aspects of development (p<0/05). Also, in evaluating the indicators for each of developmental dimensions, the index «Creating new jobs and reducing unemployment» in economic development, «combating ethnic and racial discrimination and helping to accept socio-cultural differences» in social development and «changing in behavior of Local residents in order to better protect from environment» in the environmental dimension were the most important indicators of sustainable development in the studied area.

The study is to determine the productivity of Iranian sport federations in the championship category which was conducted through a research project under the influence of limited time domain as a research design guide and using a researcher-made questionnaire. Also, in the structuring stage of the tool, with emphasis on content validity, the qualitative method of exploratory interview with the table of thought was utilized by using the wisdom of the head of female sports federations. The content validity, formality, appearance and scale of the questionnaire were verified and confirmed. The reliability of the questionnaire was also tested using Cronbach’s alpha and with a coefficient of 0/96, a desirable coefficient of reliability was obtained. The statistical population of the study consisted of senior managers of Iran’s Olympic federations, which given a limited number, managers of all federations (26) were considered as a statistical sample as a whole. To analyze the data, t-test of two correlated groups (in order to compare productivity indices) and intensity of effect (in order to evaluate productivity) were used. The results showed that there is a significant difference between the theoretical mean and the observed mean of different aspects of the productivity of Olympic federations in the heroic aspect and in the financial, material and human components (p <0/01) and the productivity of these federations is lower than the average or expected. According to the findings, the authorities and sports caretakers of the country have to do sports improvement and improve the athletic sport, develop appropriate strategies and promote sports championship in the country in different fields with their national supervision.

The research is to analytically study the Iranian sport management by emphasizing on the sport privatization (until the end of third development period: 1978 - 2004). The statistical population in content analysis was the document and evidences that exist in the press and important sport centers of the country, such as Ministry of Sport and Youth, sport and youth administrations of the provinces and the sport federations. Also, in the analytical and descriptive section, the faculty members of the sport management major in the universities and higher education centers were 200 people, and as a sample, 50 of them that had executive responsibilities in the sport were selected. The library method was used for collecting the required information. So that, by referring to press, Ministry of Sport and Youth, sport and youth administration of the sport federations and provinces, documents, reports, valid evidences and documents related to privatization after Iranian revolution were used. In the second stage based on collected data, a questionnaire with 32 questions was prepared. Formal validity and content of questionnaires confirmed by 15 sport management experts and reliability in a preliminary study with 30 triable was 78%. For analyzing the collected data, the descriptive statistical methods were used such as frequency distribution table and chi-square statistical methods with SPSS software. The results showed that during 1978 - 1988, there was a significant statistical difference in the number of the private sport places. Also, there was a significant statistical difference in the number of the private sport places in the third period and the number of the public sport places that are assigned to private sector. There was a significant statistical difference between the amount of the public and private sector investment in the sport places, too.

Aggression is a growing social problem in its various forms. The studying the aggression in sports is important for several reasons. The article is to explain the social factors in Iranian Taekwondo Men’s Aggression (Case Study: Professional Taekwondo Athletes). This rese arch is practical according to the purpose. According to an inquiry from the Taekwondo Federation, the statistical population of athletes is about 1000 people. In this research, Cochran’s sample estimation formula has been used and 310 people were selected as the statistical sample. Structural equation model was used to confirm the research hypotheses and indicators of relative deprivation, job security and job satisfaction were added together and were used as indicators of social factors. The results showed that the effect of social factors with a coefficient of 42 is significant at the level of 99% confidence. It should be noted that the component of job security with a coefficient of 0/17 and job satisfaction with a coefficient of 0/16 at the level of 99% confidence was positive and significant. Also, relative deprivation was of no significant effect on aggression

The reseach is to study the status of political participation and the factors affecting it among young students of the two universities. To do this, first the three levels of theories related to political participation (macro, micro and integrated) were theoretically examined and then based on that, a general framework for field research was designed. To collect the data, a survey method and a questionnaire were used. 800 students were selected as the samples by random sampling of appropriate classes, which was found to be between political participation as a dependent variable and variables of mass media, religiosity, base. The findings showed that there is a significant relationship between socio-economic and political attitudes as an independent variable. Each of the variables is explained based on the views of researchers in the field of political participation in the final section.

The study is to investigate the socio-economic factors affecting elite tendency to emigrate abroad. The research method is a combination of qualitative and quantitative methods. In the qualitative section, 22 semi-structured interviews were conducted through purposeful sampling with the elite covered by the Elite Science Foundation in 2018. Interviews with inductive, open coding and open source code based on common-sense semantics and continuous sub-class comparisons, and subcategories and main categories were categorized. The results of this stage showed that the main factors and problems enumerated by the respondents about the tendency of elites to emigrate abroad are: scientific, social, cultural, economic, managerial, planning, legal and communication and technological infrastructure. In the quantitative section, with using survey method and questionnaire technique, required information is gathered. The sample size was estimated 183 by Cochran formula and then 200 people were surveyed by simple random sampling. In this study, the factors affecting elite migration were investigated based on the theory of Everett Lee and after regression analysis, it was observed that social and scientific factors (barriers) at the origin, scientific and social factors at the destination and intervening factors at the destination affect the tendency of elites to migrate abroad.

The study is to explain the changes in the social identity of young people through virtual social networks. The research was conducted in the theoretical framework of cultivation theory, Giddens theory and Castells network community theory. The data was collected through survey from 384 young people aged 18 to 35 using researcher-made questionnaire. Sampling was done using Cochran’s formula and multi-stage cluster method. The results of regression analysis and path analysis showed that the virtual social networks predict 15/5% of changes in youth social identity. On the other hand, despite the spread among users, the use of Twitter and Facebook social networks, did not explain the social identity variable. The use of YouTube with a value of 0/295 had the highest explanatory rate, which included a direct and indirect relationship. The second influential social network in explaining this variable was Soroush, which had the opposite effect in explaining the social identity of young people, unlike Twitter.