مجله مدیریت ارتباطات در رسانه های ورزشی
پیاپی 30 (زمستان 1399)

The concept of theoretical foundations is anything that is attributed to "opinion" and "thought and opinion" is needed to understand it. Concept is needed to express an opinion, and for this reason, concept or structure are components for subjective expression of opinion. The structure is often characterized by its components and dimensions. Each structure can have several general and minor components. When a concept or structure is presented in an objective and measurable form, it is called a variable. "Hypothesis" and "theory" are both types of "opinions" that are expressed by concepts; but "theory" is the same "hypothesis" substantiated or confirmed in particular processes. In general ,theoretical approaches provided the conditions for the establishment of intellectual and philosophical schools by developing answers to the components of philosophy in an intellectual field. In some sciences, such as geometry, mathematics, and physics, with the help of mathematical proof, theories have been transformed into theorems of high certainty (such as the central limit theorem in statistics or the Pythagorean Theorem in geometry). In some fields of the humanities, theories become the principles with the least conflict and general acceptance as they approach public human experiences, such as "ethical principles, or management principles, and the like". Some of these principles express natural laws and describe the world order, so they are referred to as the law with the highest degree of public acceptance.

Sport as a social phenomenon, influences different stakeholders. therefore It will experience problems and crises in this process. The aim of this study is Understanding Lived Experience of Sports Public Relations Managers from Media Crisis. Research was carried out by qualitative method and through phenomenological approach. The 16 participants were selected from the purposeful sampling. Through deep and phenomenological interviews, data were collected. data were analyzed by using the seven – step Diekelman`s (1989) approach. According to the data analysis, five categories of meanings were identified about the media crisis. They are: Reducing the prestige and reputation of organization, Lack of prospecting and transparency, deliberative and actively responding to crisis, evaluating on time and selection of best practices, Information ambiguity and confusing of interests of the stakeholders. These concepts of experienced in the life-world of sport relations managers are Constitutions of their social action. In case of proper analysis and application, they can be helpful in better managing sport media crises.

The purpose of this study was to investigate the role of the cognitive dimensions of sport architecture with emphasis on communication approaches in the absorption of female students to sport education places in Ardabil. This research is an applied and is descriptive-survey in terms of data collection method. The statistical population of this study includes all high school female students in Ardabil city in the academic year 1398-1397. The sampling method used is random-cluster sampling. Then, 375 individuals were selected randomly from the clusters based on the Krejcie-Morgan table. The aesthetic questionnaire consisted of 23 questions on a five-point Likert scale. Content and face validity of the questionnaire was confirmed by sport management professors and then the reliability of the questionnaire was 0.80. The descriptive statistics, test and Friedman's rank were used for analysis. The findings showed that aesthetic dimensions have a positive and significant effect on students' tendency to sports places. Therefore, it can be concluded that the sports facilities in the schools of education must have the proper and standard architecture to ensure the health and safety of the students.

The main issue of the present research is to examine the role of advertising informativeness, social image and creativity in advertising on attitudes toward social media advertising and purchasing intention. This model has been tested in the statistical population of Majid Sport Products Manufacturing Company's Instagram page. Afterwards, 238 users of Majid Company's products that were active on the social network Instagram and were exposed to the company's advertising were surveyed through a questionnaire and using the available sampling method as a statistical sample. The purpose of this study is descriptive and survey research. Data were collected using a 16-item standard questionnaire with 5 Likert options and Structural equations’ modeling was used to analyze research data with Smart-PLS3 software. The results indicate that advertising informativeness, social role and image and creativity have a positive and significant effect on the attitude towards social media advertising. Finally, there was a positive and significant relationship between attitude toward social media advertising and purchase intention. Therefore, the more people's attitude toward internet advertising, the greater their motivation to search for information. In other words, people's attitude is an introduction to people's response to advertising and subsequently their intention to buy.

The aim of the present study was to investigate the effect of a sports celebrity’s brand image on loyalty of fans to products advertised by him/her and fans’ purchase intention toward products. For this purpose, standard questionnaires for athletes’ brand image(Arai Et al,2013), purchase intention(Diallo, 2012; Meyer,2010) and loyalty-to-brand of customers(Carroll & Ahuvia, 2006; Bennet & Rundle-Theile, 2002) were used. In order to determine the reliability of the tools, thirty questionnaires were accessed by fans experimentally through telegram and instagram social media. Obtained Cronbach's alpha coefficient and combined reliability. The size of sample was estimated to be 296 based on Cochran Formula and variance of infinite population. Descriptive statistics was used for categorization and summarization of raw data, and structural equations modeling was used among inferential statistics. The data were analyzed using SPSS and Amos 23. The results indicated that the most effect on the aspects of brand image were related to competing style in athletic performance aspect, to attractiveness in appearance attractiveness aspect, and to behavioral model in lifestyle aspect. Moreover, the most effect of aspects of brand image on loyalty and purchase intention was related to fashionable lifestyle. With respect to the results of the study, it can be asserted that the brand image of Hasan Yazdani in advertising of products results in loyalty of the fans toward the products and their purchase intention.

The purpose of research was designing Information System Success Model of Events Management in Sport Organization. Therefore, by formulating the mix method, in qualitative phase number of 20 experts by snowball sampling and in quantitative research phase there were 350 spectators, coaches, media, and executives by purposely sampling. In qualitative phase with semi-structured interviews, selected codes were verified by exploratory Factor Analysis based on varimax rotation with factor load (>0.4).Then the codes were verified by two-way reliability (α≥ 0.82). In quantitative phase after assuring the contextual validity and internal reliability of the research instrument by Cronbach's alpha method (α<0.78), corrected version of liu (2010) information system management questioner with three construct of system quality, information quality, and service quality were used. Finally after confirmation of Good of fit index of the model (Fornell and Larker triple indices) and sampling adequacy index, data were analyzed with Smart PLS-2. The results of factor analysis of data indicated a significant impact of the apparent triple constructs on users' willingness to use construct. Also, based on the results of multiple regression, the system quality construct had the highest explanatory power (R2=0.41,Sig≤0.05). Therefore, according to the research results, the establishment of event-based information systems with the characteristics of providing accurate, accurate, timely and reliable information and easy access to the country horse event managers is suggested

Creating an environment that has spiritual characteristics and leads to behaviors beyond the function of employees is one of these requirements that can enhance the success rate of organizations. The purpose of this study was to explain the pattern of structural relationships between spiritual leadership and organizational citizenship behavior considering the mediating role of organizational spirituality. The research method is a descriptive - correlation in terms of purpose, developmental-applied, and in terms of collecting data. The statistical population included the staff of sport media in the city of Zahedan in 1397, numbering 273 people. The data were collected through three standard questionnaires: Spiritual Leadership, Organizational Spirituality, and Organizational Citizenship Behavior. The reliability of the questionnaires was 0.87, 0.89 and 0.83, using Cronbach's alpha test, respectively. The collected data were analyzed by path analysis using LISREL software. The results of the research indicated that: 1) spiritual leadership has a significant effect on organizational spirituality. 2) Organizational spirituality has a significant effect on organizational citizenship behavior. 3) Spiritual leadership has a significant effect on organizational citizenship behavior through organizational spirituality.

The purpose of this study was to evaluate the feasibility of designing and implementing marketing software in sporting events to investigate the financial, technical, human, legal, operational and schedule aspects of the study. The feasibility questionnaire was prepared with 40 items in 6 dimensions: financial, technical, human, legal, operational and scheduling. Its reliability was assessed by Cronbach's alpha test and content validity of the questionnaire by 5 professors of sport management (using CVI and CVR indices). The statistical population of this research is 270 sport managers and experts and software designers in Ardabil city. Sampling was categorical random and the sample size was estimated 154 according to Cochran formula. The research findings showed that the human aspect of marketing software in Ardebil sport events is confirmed but technical, legal, financial, operational and scheduling aspects of marketing software in Ardebil province is not confirmed. According to the results, the design and implementation of sports event marketing software in Ardabil province is not evaluated positively and it is necessary to consider the possible obstacles and ways of investigating it before to design it.

The purpose of the present study was to examine moderating role of using Instagram in relationship between involvement with the team, Attachment and the fans loyalty ) Case Study: Persepolis football team). The research method was descriptive-correlational. The statistical population consisted of all students of Persepolis fans football team in University of Kurdistan, that 420 of them were selected as statistical sample. The questionnaires of sports involvement dimensions by Kyle et al. (2003), attachment from Funk and James (2006), loyalty by Baer et al. (2008) were used, that its formal and content validity was by experts and their internal consistency was confirmed through alpha Cronbach, and structural equations and linear regression were used to test the hypotheses. The results showed that the involvement with the team, with a regression coefficient of 0.24, had a positive effect on the team's dependency variable, and also dependency variable of the team with a 0.50 regression coeficient, had a positive and meaningful effect on fans’ loyalty. Also, the team involvement variable without the use of the Instagram, predicts 14% of the variance of the team's attachment, which increases by 3.5% in the presence of Instagram, that is, 17.5% of increasing. Theoretically, the results of this research highlight the importance and application of the social media platform and the production of optimal content in the team marketing strategies. Scientifically, it is suggested to the sport team managers, by strengthening their relationships with fans through Instagram, increase the likelihood of involvement, dependence and loyalty of their