مجله مدیریت ارتباطات در رسانه های ورزشی
پیاپی 36 (تابستان 1401)

Purpose – This paper investigates the impact of social-media marketing elements on consumer–brand engagement, brand Awareness and brand image. 320 consumers of sports brands' social media pages were studied. The following survey was done with descriptive correlation method. Questionnaire measurement tool Cheung et.al (2019), Islam (2016) and Langaro et.al (2016).used partial least squares structural equation modelling (PLS–SEM) to test the links between social-media marketing elements, consumer–brand engagement, brand Awareness and brand image. Structural equation modeling were used to analyze data. Structural equation model analysis showed that The Customisation, interaction, electronic word-of-mouth and trendiness are the key Trendiness, elements directly influencing consumer brand engagement, then strengthening brand awareness and brand Awareness. This contrasts with the non-significant results found for the influence of entertainment and customisation on consumer–brand engagement. This study contributes to the branding literature by providing an understanding of the role of social-media marketing elements in the brand-building process. Social media is a marketing channel recognised by its effectiveness in communicating brand-related information and its role as a means to stimulate consumers’ brand engagement brand, Awareness and brand image. By empirically testing a theoretical model, this study confirms that specific social-media marketing elements, namely Customisation, interaction, EWOM and trendiness, are critical drivers in the brandbuilding process

The purpose of this study was to content analyze of the sports programs in Khuzestan Central Broadcasting. In terms of method and strategy, this research is considered as a descriptive type of content analysis and in terms of purpose and nature, it is an applied research that has studied and analyzed the content of sports programs of Khuzestan Central Broadcasting. The population and statistical sample of this research included two programs of Television (Khuzestan Sports and Khuzestan Football Program) and two Radio programs (Khuzestan Sports and Khuzestan Football) in a period of five years from 1394 to the end of 1398, so that a total of 529 programs Content was analyzed. The sampling method is census and all programs broadcast in these 5 years have been studied as a statistical sample and content analysis. Data are collected qualitatively in the content analysis section. The results of this study showed that there was a significant difference in terms of the four structures of sport, gender, age group, type of broadcast and level of sporting event based on the duration of broadcasting sports programs from Khuzestan Central Broadcasting. However, this difference was not significant in terms of playing time based on the sport (football and non-football) and the type of event (team and individual).

The present study examines the impact of marketing of sports service brands on Instagram on brand equity and consumer response. The present research is an applied and descriptive-survey study. The statistical population of this study was the consumers of sports services of Enghelab Sport Complex, 200 of whom participated in this study. The data collection tool was a questionnaire that it’s content validity were examined through the opinions of 7 experts. Cross-sectional loads of the items, cross-sectional validity and average variance extracted were used to evaluate the construct validity. The reliability of the questionnaire was also assessed by using Cronbach's alpha and combination reliability indicators. Data analysis was performed using the structural equation modeling technique in the PLS software. The research findings showed that social media marketing has a significant and positive effect on consumer response and the brand equity. Accordingly, sports service brands can utilize social media marketing activities to influence brand equity and consumer response which lead to increase their market share and sales.

The purpose of this study was to present a model of causal relationships between the amount of physical activity, the use of social networks and the individual's attitude about body image with the moral behaviors of Islamic Azad University students. This research is applied in terms of purpose and descriptive-correlational in terms of method. In the present study, the statistical population was the students of the Islamic Azad University of Tehran, in which 360 people were selected as the research sample and were selected by available sampling method and voluntarily. In order to evaluate the research variables, a researcher-made questionnaire made by Ghaleh-e-Navi et al. (2017) was used. The exploratory and confirmatory factor analysis of the questionnaire was approved in the mentioned research. Ethical (10 questions), use of social networks (10 questions) and attitude towards one's body image (10 questions). used. Confirmatory factor analysis and study of effects and relationships at an error level of 5% were analyzed using 25 SPSS and Smart PLS 3.2.9 software. The results showed that the amount of physical activity has an effect on moral behaviors, use of social networks and a person's attitude towards body image. The use of social networks has a significant effect on moral behaviors and a person's attitude towards body image has a significant effect on moral behaviors. In addition, the amount of physical activity has a significant effect on moral behaviors through the use of social networks,

In Iran, women do not have the right to attend a football sports stadium. On the other hand, social media has a significant role in new findings and the formation of developments and information.Therefore, the purpose of this study was to provide a model of the role of social media on the presence of women spectators in football stadiums. This research is exploratory in terms of purpose and strategic in terms of exploration, which was carried out qualitatively based on the data theory of the foundation. The research population was research documents and professors and elites in the field of sports management and media activists who were purposefully selected and snowballed. The results showed that in the first level of the model, there are 14 categories of components of driving factors and in the second part, 19 categories of components of processes are related to processes and also in the third part, there are 8 categories of primary and secondary outcomes. Managers and Authorities can help the marketing and economic development of the Iran football by providing a female spectator presence in football stadiums.

The present study was designed and conducted to Transforming diplomatic resources into the results of football diplomacy with an emphasis on the mediating role of media coverage. The research method was survey. The statistical population of the present study included all those aware of the subject. Abdi et al.'s (2018) questionnaire was used to collect information. In order to analyze the data of the present study, the structural equation method was used. The whole process of analysis was performed in SPSS and PLS software. The results showed that sporting events (impact = 0.331; t = 2.236), human capital (impact = 0.244; t = 3.315) and sports products and services (impact = 0.404; 2 = t) has a significant effect on media coverage. The results showed that media coverage on overall results (impact = 0.883; t = 27.37), specific results (impact = 0.839; t = 24.237) and national results (impact = 0.859; 652 / 29 = t) is effective in the field of football diplomacy. With this in mind, it can be stated that the use of media coverage can have a significant impact on the success of football diplomacy.

The purpose of this study was to investigate the The impact of learning organization on employee empowerment with the mediating role of information technology in the country's skating boards. The research method was descriptive survey. In terms of the purpose of collecting applied information, in terms of data collection time, it was current-looking and in the structural equations section, it was forward-looking. The statistical population of the present study included all employees of the country's skating teams, which included about 500 people. The statistical sample was 220 people who were selected as available. Employee Empowerment questioner of Matthews, Diaz and Cole (2002) and Organizational Learning by Gomez, Lorente and Cabrera (2005) and Information and Communication Technology by Abdavi and Fathi (2016) were used to collect data. The reliability of the questionnaires was confirmed using Cronbach's alpha coefficient. Regression and correlation were used to test the research hypotheses. Then, to test the research model, structural equation modeling method was used using LISREL structural equation software. The results showed that information and communication technology and learning organization affect employee empowerment. also the learning organization influences the empowerment of employees through the mediating role of information and communication technology in the country's skating boards.

The purpose of this article was to evaluate the feasibility of existing investment opportunities with a focus on tourism with special interests and diversification of winter tourism services in Ardabil. The method of this research was descriptive-analytical and applied in terms of feasibility; The statistical population of this study consists of all sports and non-sports tourists who have traveled to this region at least once in the period, as well as experts in the field of tourism and sports in Ardabil province. The statistical sample of the research was obtained using Morgan table of 380 people which was used using random sampling method and the questionnaire was randomly distributed among tourists. The data collection method used in the present study was field libraries and the data collection tool was a researcher-made questionnaire. In order to determine the validity of the questionnaire, the opinions of professors and experts in the field of tourism and sports are used and to determine the finality of the questionnaire, the Cronbach-Bach coefficient was used. The reliability of the questionnaire was 0.89. Friedman and Structural Equation Model were analyzed statistically. And the awareness of the people of the neighboring areas "have the lowest average (3.27). According to the average rankings. Be. The results of fitting the model show that due to the significant value (-Value P) the effect of investment opportunities for winter tourism development at the error level of 0.05 is significant