مجله مدیریت ارتباطات در رسانه های ورزشی
پیاپی 35 (بهار 1401)

The purpose of this study is the to Analysis the response of the fans to the professional athletes’ self-presentation in the social media of Instagram. 328 posts shared during 2019 on the official Instagram page of two female professional athletes, Maria Sharapova and Serena Williams, were analyzed and classified. The sample included 328 posts from both players, 120.716.122 likes and 2.246.584 comments. The analysis results of the pages of these two athletes showed that Serena Williams, on her Instagram page, has focused respectively more on social-role-related posts (32%), advertisement posts (25%), sports posts (23%), pictures showing her body (11%), selfies (4%) and nature and environment (2%). In contrary, Maria Sharapova respectively has posts with the contents of social role (28%), sports pictures (28%), nature and environment pictures (15%), advertisement pictures (11%), selfies (8%), pictures showing her body (2%). Also the results have shown that posts with sports content, body-showing, selfie and advertisement, respectively have the most number of likes and posts with the contents of social and nature and the environment, respectively have the most number of comments. The results of the present study highlight the importance of the content type of women athletes' Instagram posts for fans and followers. It also offers new insights and knowledge through a better understanding of the response (likes and comments) of followers to build a strong relationship and interaction, engagement and engagement.

The purpose of this research is to investigate customer dependency and constructivist innovation considering the moderating role of organizational culture among sports information manufacturers in Tehran metropolis. All assumptions are confirmed. The present study is a descriptive-survey based on the purpose of the study. The statistical population of this study includes sport information producers in Tehran, which has a total population of 480 sports information producers in this study. The random cluster sampling method is simple. The sample size is based on Morgan's table and Cochran's formula with a 0.05 error of 213 people. Reliability and validity of the research questionnaire has been confirmed. The software used in this research is smart pls. Findings indicate that customer dependency has a negative relationship with constructive innovation, and also increasing the orientation of performance and increasing competition leads to increased constructive innovation. On the other hand, a stronger performance orientation will strengthen the negative relationship between customer affiliation and constructivist innovation, and stronger competition reduces the negative relationship between customer dependency and constructive innovation.

The present research was conducted aiming at the development of advertisement’s paradigm pattern through social media in order to affect the willingness of sports products’ customers. The present research’s methodology is qualitative and based on fundamental data theory with systematic approach. The present research’s statistical population included 15 persons of experts in sports media management and sports marketers and they were selected through targeted sampling based on theoretical approach. Information collection continued until the data theoretical saturation and 15 individual semi-structured interviews were conducted. Open, selective three-step coding method using were used in order to analyze the date. The findings of the resulted paradigm pattern include the parts of causative conditions, strategies, contextual and interventional conditions as well as the consequence resulted from them. Causative conditions has been included in the two categories i.e. social media potential and customer-orientation. Interventional conditions include the limitations Internal and external constraints(application limitations and usage limitations) and contextual conditions has been Improving performance and effectiveness advertisement. It is necessary to adopt the strategies like branding and validation, interaction with customers and capacities’ empowerment to impact on the willingness of sports products’ customers in order to develop an effective advertisement through the social media. Finally, the process implementation consequence will be advertisement paradigm pattern development through the social media in order to impact on the willingness of sports products’ customers, sociology, marketing and purchasing expansion it well be in the form of Development and social- economic beliefs .

The purpose of this study is to describe and analyze the content of scientific-research articles related to politics and sport. The research community of this study includes Years articles (2009-2019). available at Irandoc, civilica, RICeST, Noormag, Zednee, Magiran, Ensani, SID, ISC Database Searching for keywords: Politics and sports, sports diplomacy, political sports, politicians in sports and sports politicians, 28 articles were reviewed through content analysis. The results showed that these studies can be categorized in terms of number in order of priority in the four topics of politics entry in sport, policy making, diplomacy and politics and economics in sport. In addition, among the universities of the country, Tehran University has focused more on politics and sports, and has also used more citations on Persian articles. In the year 2017, research in this field has grown significantly. Therefore, given the enormous importance of the relationship of sport to politics, it is recommended that research in this field be continued with interdisciplinary collaborations, in particular the use of sports organizations 'documentation and managers' experiences.

The purpose of this study was to investigate the role of Endorsement on Brand Loyalty of Shooting Athlete with mediating of E- Word of mouth. The present study was applied in terms of purpose and in terms of descriptive-correlational data analysis method. The statistical population of the study was all men and women shooting athlete of all devisions of Iran league in 2019 year. According to the research objectives and based on PASS statistical software, the sample size was 150 people. The data gathering tool in this study were E- Word of mouth questionnaire of Bambuer (2011), Endorsement of Mahmoudi et al (2018) and Brand Loyalty Questionnaire of Mousavi et al. (2013). The results showed that the Endoresement has a direct impact on the Brand loyalty through the moderating role of the E- word of mouth advertising. In addition, E- word-of-mouth advertising has an impact on the Brand loyalty. Therefore, it can be said that effective advertising is an important tool for competitive advantage for sports organizations that can influence the decision of individuals to buy goods by certifying famous athletes on products or services.

The aim of this study was to determine the effect of social responsibility on the behavior of spectators in the country's Super League Football through the mediation of individual identity through the role of mass media. The type of research is descriptive-correlational and applied in terms of purpose, which has been implemented in the field. The statistical population of the present study consisted of all spectators of the National Super League Football in 1998-97, from which 460 people were randomly selected. The research measurement tools were Standard Team Identity Questionnaires (Van Dick et al., 2008), Audience Behavior by U 2010 Individual Identity Ques tion -naire ,and a researcher-made questionnaire these were for the use of the mass media, which were further validated in a preliminary study using Cronbach's alpha test Obtained from 0.7. Two descriptive and inferential methods were used to analyze the data. In the inferential statistics section, the structural equation model method was used using the partial least squares approach. The results showed that individual identity through the role of mass media has a positive and significant effect on social responsibility and spectator behavior of the country's Super League Football . Also, considering the capability and capacity of mass media in highlighting information and messages, and especially the display of these sports competitions, they can increase the intensity of this effect by mediating individual identity.

The present study was designed and implemented with the aim of presenting the model of empowering human resources based on information and communication technology in the general departments of sports and youth of the country. The present study was a mixed-quality study that was performed qualitatively-quantitatively. The statistical population in the qualitative section included experts familiar with the subject of research. The statistical population of the study in the quantitative section included all employees of the information technology sector, senior employees, managers and deputies of the General Departments of Sports and Youth, whose number was about 640 people. Based on Morgan's sample size chart, 242 people were identified as the research sample. The present research instrument included a semi-structured interview and a researcher-made questionnaire. In order to analyze the findings of the present study, open, axial and selective coding as well as the use of structural equation methods using PLS software were used. The results of the measurement model showed the significant effect of technology construction on empowerment. The results also showed that the technological environment does not have a significant effect on empowerment. The results of the measurement model showed a significant effect on information systems on empowerment. The results of the measurement model showed a significant effect of information and communication technology on empowerment.

The aim of the present study was to identify the factors affecting the public relations of physical education managers in terms of experts using fuzzy Delphi method and approval. It was done based on the opinion of sports managers. This research is applied in terms of purpose, which was done to achieve the desired goals in two independent and consecutive stages. In the first stage, according to the opinion of 20 experts in sports management and the use of two-stage fuzzy Delphi method, the research indicators were identified and in the second stage, these indicators were given to 95 university physical education managers in the form of a 5-choice Likert questionnaire. Were placed. The sampling method was available in this study and the second stage questionnaires were analyzed using SPSS.v22 and AMOS software. The results of the confirmatory factor analysis in the second stage of the research showed that 7 components of public relations of managers: media relations, social relations, financial support, cultural events and events, internal and external relations, research affairs and consulting affairs from Theoretically and practically, they are approved as components of public relations by managers. The results of this study, based on seven factors affecting public relations, suggest that in evaluating the public relations of physical education managers, multiple and multifaceted indicators should be considered and a comprehensive approach should be used for this purpose