مجله مدیریت ارتباطات در رسانه های ورزشی
پیاپی 39 (بهار 1402)

The Internet and social media make sports marketing easier. Historically, television has been the main source of income for top sports teams, leagues and sports associations. The purpose of this study is to investigate the impact of social media and the Internet on the marketing of sporting events. The Internet creates new opportunities for distribution and needs for consumers of sporting events. Social media is creating a new form of communication between fans, athletes, teams and supporters, and mobile technology is evolving as fans and consumers of sporting events follow sports content in general as well as live everywhere. These changes also create very strategic challenges and opportunities. The method of this research is to study and review sites and social networks as well as translate different articles in this field in several frameworks and ideas, especially the model of sports ecosystem, event marketing, star marketing and the differences between Based on research results, a framework for developing a social media strategy has been proposed that can be used to assess the current state of a sports organization as well as facilitate the development of a social media strategy. Gives maturity in terms of creating an integrated strategy that combines the active use of social media platforms and internal systems using social media and communities that focus on the club or federation website.

The present study was applied in terms of purpose and descriptive-correlational in terms of data collection. It investigated the mediating role of enjoyable experience and e- satisfaction in the relationship between the e-services quality and the intention to repurchase electronic sports products. The statistical population of the study includes buyers of sports products from Majid website and their information was in the customer relationship management system of the company that the research tool was distributed among them (N = 635). Also, the sample size was determined according to the purpose and using PASS statistical software at an error level of 0.05, in the range of 198 to 216 people. Descriptive and inferential statistical techniques were used to analyze the data using Smart PLS-SEM and SPSS software. The measuring instruments of the present study were the standard e-service quality questionnaire of Parasoramon et al. (2005), the Oliver e-satisfaction questionnaire (2007), the electronic repurchase intention questionnaire of Cronin et al. (2000) and the enjoyable electronic experience questionnaire of Hsu et al. (2017). In this study were found, the quality of electronic services (P <0.01, β = 0.318), enjoyable electronic experience (P <0.01, β = 0.340) and electronic satisfaction (P <0.05, β0/150) have impact on repurchase electronic sports products. Also, the indirect beta coefficient of e-service quality on repurchase intention shows that satisfaction and enjoyable e-experience play a mediating role in the relationship between e-service quality and purchase intention.

The aim of this study was the effect of brand awareness and fashion awareness on enjoyable experience, satisfaction, intention to buy and word of mouth in buying Sports clothes among physical education students. The research method was descriptive-correlation and applied in terms of purpose. The statistical population of the present study consisted of all physical education students in the country, which finally 367 samples were collected and analyzed based on sample estimates of Sample Power software. The measurement tool was Childs et al. (2019) questionnaire on a 5-point Likert scale. Brand Awareness 4; fashion Awareness 3; Satisfaction 3; Intention to buy 3; Word of mouth3; and the enjoyable experience included 3 questions. In order to check the validity of the questionnaire, 5 professors and PhD students in sports management were provided and after reviewing them, the final design questionnaire was distributed online among the statistical population. The results showed that brand awareness (0.50) and awareness fashion (0.225) had an effect on the enjoyable experience. enjoyable experience had an effect of 0.465 on satisfaction and satisfaction had an effect of 0.69 and 0.45 on the intention to buy and word of mouth In general, if brand and fashion awareness is evaluated at a high level, it will lead to a pleasant experience and customer satisfaction among customers, and as a result, word of mouth advertising and the intention to buy customers will develop.

One of the important fields that has many applications in the humanities and its education is compulsory for all graduate students is the research method. Generally, the research method is done in three ways: qualitative, quantitative and mixed method. Qualitative method has recently become more and more popular among researchers, so various books have been published in this field and they are trying to specialize the topics related to qualitative research method. The purpose of this study was to review the book Qualitative Research (A Guide to Design and Implementation) and the book house critique method and simultaneous critical philosophical exploration have been used. The book in question is written by Sharon B Miryam and Elizabeth Tisdell, translated by Kiamanesh and Danaye Tous, and published in the summer of 2018 in Samt Publications. The critique tool was the book review checklist of the Council for the Review of Humanities Texts and Books, and qualitative content analysis and repeated readings of the work have been used to investigate the deficiencies. Based on the findings, the strengths of the book in terms of eloquent content and expressiveness of the word, complete explanation and from the beginning to the end of the topic, Continuity of the book contents and the weaknesses of the book can be a simple cover design and writing problems and rules Complete introduction of software required in qualitative research noted.

The aim of this study was to investigate the effect of strategic human resource management on organizational performance with the mediating role of intellectual capital among the staff of sports media in physical education schools in Tehran. The research methods are applied and in terms of method are survey research and are structural equation modeling. The statistical population of the study included all male and female employees of sports media in Tehran, 334 people who were selected as a statistical sample through stratified sampling method and using proportional allocation (according to Cochran's formula). For data collection, four standard questionnaires of Strategic Management of Human Resources (2006), Bontis Intellectual Capital Questionnaire (1996), and Young Organizational Performance Questionnaire (2004) were used. Research data were analyzed using SPS and SPSS statistical software. The results of the structural equation showed that all four variables, strategic human resource management, intellectual capital, organizational performance and organizational agility in sports media employees in Tehran have a favorable situation, as well as strategic human resource management has a positive and significant effect on Has organizational performance, strategic human resource management has a positive and significant effect on intellectual capital, strategic human resource management has a positive and significant effect on organizational agility, intellectual capital has a positive and significant effect on organizational performance, intellectual capital has a positive and significant effect Management has organizational agility and organizational agility has a positive and significant effect on organizational performance.

The aim of this study was to investigate the mediator role of enjoyable experience in the relationship between similarity with the team and the re-visit of football fans to the website of Esteghlal Club. The statistical population of the study was the fans of Esteghlal football team, which collected a total of 230 acceptable samples. The instruments used were the identity card questionnaire (Wann & Branscombe, 1993), the enjoyable experience (Okas and Carlson, 2010 and Hsu et al., 2017) and the re-visit intention questionnaire (Cronin et al., 2000). The face validity of the questionnaire was assessed by 5 professors and PhD students in sports management and then distributed online in the study population. Smart PLS software was used to measure the Farshiat. Reliability, convergence validity and divergent validity indicated that the external model of the research was desirable. Also, the model fit (SRMR) 0.09 confirmed the goodness of fit. Findings showed that assimilation with the team has an effect on enjoyable experience (0.49) and intention to revisit (0.26). Also, enjoyable experience had an effect on intention to revisit (0.57). In general, increasing the level of solidarity of fans with their favorite teams leads to close emotional and emotional connections of fans with the teams' websites, and when these connections are accompanied by a pleasant experience on the site, it causes more visitors to desire from the sites of football clubs.

The present research was conducted with the aim of analyzing the phenomenon of acceptance and non-acceptance of sports applications by professional athletes using the binary logit model. The current research method was practical. The statistical community of this research was made up of all the users of the Strava application in Iran who were active in both cycling and athletics. became. The tool for collecting information in this research was a researcher-made questionnaire. Descriptive and inferential statistical methods were used to analyze the data of this research. Mean and standard deviation were used in descriptive statistics. Also, logistic regression test was used in the inferential statistics section. All data analysis process of this research was done using SPSS software. The results of this research showed that, in general, mental image, credit, necessary infrastructure, value, use and credibility are 6 important factors in the acceptance and non-acceptance of sports applications by professional athletes. According to the results, it was found that credit and cost had the greatest impact on acceptance and non-acceptance by athletes. According to the results, it can be determined that the credit factor plays the most important role in predicting the acceptance rate or non-acceptance rate.

the relationship between media consumption and communication skills of sports students. The method of the present study was descriptive-correlational. The statistical population studied in this study consisted of all students of sports sciences of Islamic Azad University in the academic year 2018--2019 (6230 people) who used Cohen, Morgan and Georgian sample size determination table and relying on random-cluster sampling method. 362 people were selected as the research sample and the research results were prepared and adjusted based on the same number of questionnaires. Data collection tools included Ghasemi Communication Skills Questionnaire (2017) and Media Consumption of Mahmoudian et al(2015). It was approved by 0.77 and 0.74. In order to analyze the collected data at the level of descriptive statistics, frequency and percentage indices and in the inferential statistics section, Kolmorov-Smirnov test to investigate how to distribute the data and structural equation modeling test using SPSS and PLS statistical software. The results of statistical analysis showed that media consumption has a positive, direct and significant relationship with communication skills of sports students. The development of more media infrastructure in universities on the one hand and teaching how to use different types of media as a tool and strengthening the communication skills of people active in the field of sports should be considered by officials and practitioners in the field of higher education. The media will be in all aspects of the lives of sports science students.