مجله مدیریت ارتباطات در رسانه های ورزشی
پیاپی 38 (زمستان 1401)

The purpose of this study was to identify the motivating factors of new media in encouraging youth and adolescents to play sports. The statistical population of the study included all sports journalists and writers who were active in the field of sports. According to Cochran's formula, 277 people were selected as the research sample by random sampling method. The research instrument was a researcher-made questionnaire. The formal validity and content of the study were confirmed by a survey of professors and experts (10 people), while carefully examining the literature and literature. Descriptive statistics (mean, standard deviation) and inferential statistics (Pearson correlation coefficient, exploratory factor analysis and second order confirmatory factor analysis) were used to analyze the data. The results showed that the most important motivating factors in new media in encouraging youth and adolescents to play sports are digital facilities (0.90), quality of information (0.86), non-exclusive nature (0.84), and online community (0.80) and psychological attractions (0.76). In general, it can be acknowledged that according to the motivating factors of new media such as (digital facilities, quality of information, non-exclusive nature, online courses and psychological attractions) and recognizing the interests of youth and adolescents and the cooperation and support of elites in sports and The media encouraged them to play sports as much as possible. In order to participate in sports and its growth and development, the least harm will be done to the youth and teenagers.

The advent of social media has led to the development and importance of word of mouth communications and the emergence of a new phenomenon called electronic word of mouth . This study was conducted with the aim of exploring and prioritizing the dimensions of electronic word of mouth in interpersonal Communications of sporting goods consumers on social networks. The method of this research is mixed in nature and a type of developmental research in terms of purpose. Therefore, the Meta - Synthesis method has been used to explore the dimensions of ewom and the best-worst method to prioritize these dimensions. In the qualitative section, the statistical society was 158 documentary articles, which were eventually adjusted to 28 articles related to the research topic, and in the quantitative section, 10 social network managers of 5 online sporting stores, were selected as experts by using convenience sampling method. Data in the qualitative section, were analyzed using the seven-step method of Sandlowski and Barroso in Meta - Synthesis and in the quantitative section, data were analyzed by the best-worst method using LINGO softwares. Dimensions of ewom among sporting goods consumers were determined and introduced in 5 categories (communication elements, message platform, message effectiveness, information exchange and consequences of ewom), 10 axial codes and 70 open codes and their prioritization were presented (message effectiveness, Message platform, information exchange, message elements and the consequences of ewom). The results of this study can be useful for social networks managers to manage electronic word of mouth effectively.

The purpose of writing this article is to apply the current standards in the EU and Iran with the focus on the need to respect the rights arising from the production of sports event content - as intellectual property rights - which is portrayed by the media to justify EU support for This right should be explained and the distance of the Iranian media law system from these standards should be determined. The research method of this paper is descriptive-analytical with an applied purpose.Today, sports activities are not only considered as a recreational phenomenon or a show of strength, but also a dynamic system that has high potential for earning and spreading sports culture and can be a means to control and control energy by improving the physical and mental health of individuals. Youth as well as an efficient and useful mechanism to achieve the goals of governments. Therefore, exclusivism in reporting sports events and distributing advertisements during sporting events can be very effective and useful. Undoubtedly, what is important for businesses to attract sports sponsors and invest in that field is to have the exclusive right to broadcast television and radio to introduce. Therefore, as long as the rights of the rightful owners are not guaranteed by law, the capacities of the media, especially in the field of sports, will not flourish.

The purpose of this study is to design a corona virus pandemic crisis management model in the sports industry with using the capacity of new technologies. The present study in terms of purpose is Practical, In terms of data collection method Was Descriptive survey. In the first (qualitative) part for conducting field interviews, the statistical population of the research, prominent professors in the field of sports management specializing in the field of sports industry, some executive managers of sports organizations (sports boards, sports and youth departments, sports federations, Sports producers) as well as some IT specialists, such as university professors in the field of information technology, who were purposefully selected for qualitative interviews on the subject of research (18 interviews with 18 people and continued to the point of theoretical saturation). In the second (quantitative) part, after collecting the information obtained from the qualitative research, a questionnaire was made and this questionnaire (60 items in the form of 11 components) was distributed among all sports professionals and sports economic activists in a random stratified manner. (384 samples). Max QDA Pro version software was used to analyze the interviews and extract the research codes. SPSS software version 24, Smart PLS version 0.2 were used to review and answer the research questions and to draw and compile the measurement model and structural model. Category and 60 concept codes were identified and among the six dimensions of the paradigm model as causal causes (2 categories),

The purpose of this study is investigation the Model of Social Media Marketing Activities on purchasing intention of sports products through brand equity. The method of this research, was descriptive- correlation. Statistical population includes customers of Merooj products which they are members of one of this brand social media Given uncertainty of community individuals and its high number, 384 customers were selected as samples simple randomly. In order to collection data Kim and Koo (2012), Aker brand equity (1991) and ghasimi and Nasrollahi (2009) for instrumental purchasing intention were used. Findings show that there is a significant positive relationship between marketing activities of social media and customers purchasing intention. Also, According to research model, it was concluded that brand equity has a mediating role in relationship between social media marketing activities and customers purchasing intention. In order to improve brand equity role, Merooj Company can have a positive impact on its customers' views and opinion’s through social media pages with more attractive advertisements, and use this method as a competitive advantage.

In today's organizations, knowledge sharing is so important that knowledge itself is not power, and what gives power to the organization is the knowledge that employees share. Therefore, the purpose of this study was to investigate the effect of information technology on knowledge sharing through communication satisfaction in sports and youth departments of Gilan and Mazandaran provinces. Therefore, the purpose of this study was to investigate the effect of information technology on knowledge sharing through communication satisfaction in sports and youth departments of Gilan and Mazandaran provinces. The research method was descriptive-correlational and the statistical population of this study was all employees of sports and youth departments of Guilan and Mazandaran provinces, numbering 250 people, of which 236 questionnaires were collected. Three standard questionnaires of Mitik et al. (2017), Dan and Hazen (1997) and Hemmati (2010) knowledge sharing with Cronbach's alpha were used, respectively. Based on the structural equation model, the relationships between the variables had an acceptable fit and showed that there is a significant relationship between information technology and knowledge sharing, information technology and communication satisfaction, communication satisfaction and knowledge sharing. The mediating role of communication satisfaction due to information technology and knowledge sharing was also confirmed. Conclusion Managers of sports and youth departments to improve knowledge sharing performance in the organization should use information technology to increase employee communication satisfaction to provide sufficient incentive to share knowledge.

This research aim is Identifying and prioritizing sports entrepreneurship opportunities in the field of Media. The research method, is mixed (qualitative and quantitative), in terms of strategy; with exploratory-consecutive plan and applied-developmental goal. staistical population in the qualitative section: by purposeful sampling by theoretical method, 17 professors and researchers of sports management in the field of media and quantitative section: By stratified random sampling of 384 graduate students in different fields of physical education and sports sciences participated. Research tools: Library studies and semi-structured interviews to achieve theoretical saturation and consensus & researcher-made questionnaire on a 7-point Likert scale, to determine the priority of each entrepreneurial opportunities in the field of media were surveyed. The face validity of the instrument was confirmed by the members of the research group and its reliability was calculated with Cronbach's alpha and combined reliability: 0.70 and 0.76. Data analysis was performed by Exploratory and confirmatory factor analysis & structural equation modeling using partial least squares method with statistical software Smart PLS (2) and SPSS. The importance and priority of the dimensions of Sports opportunities in the media, respectively: 1. Cyber media, 2. Print media, 3. Digital media, 4. Electronic media. The results of the present study expressed the high diversity of entrepreneurial opportunities in areas, start-up costs, geographical area, time, etc. By recognizing entrepreneurial opportunities and planning them, basic steps can be taken for the development of sports in the country. .

The purpose of this study was to explain the role of media in developing the personal brand of professional athletes. This research was of mixed method which was done in two stages of qualitative and quantitative. In the qualitative section, purposive sampling method was used for in-depth interviews. 24 in-depth semi-structured interviews were conducted with media professionals and sports marketers, professional athletes and sports fans. The statistical population of this research consisted of all sports media and marketing specialists, professional athletes and sports fans in which 384 people were selected by stratified random sampling method. In order to collect data, a researcher-made questionnaire. To test the hypotheses, Smart PLS software version 3 was used. Based on the results of the qualitative section, the three main themes of illustration and creating a social base, advertising and validation, interaction and communication, along with nine corresponding categories in the field of media function in developing the personal brand of professional athletes were extracted and explained. The results also showed that the proposed model has a good fit and in analyzing the relationship between the main factors, media function (0.807) has a direct positive and significant effect on the development of personal brand of athletes and 0.8% explains its changes. Therefore, it seems that the media with different functions can provide an effective role in developing the personal brand of athletes and the loyalty of their fans.