مجله مدیریت ارتباطات در رسانه های ورزشی
پیاپی 40 (تابستان 1402)

 The present study was the effect of technology environment on marketing development in the Iranian Wrestling Premier League. The statistical population of the research includes 16 people of officials, wrestlers, wrestling managers, coaches and sponsors. The sampling method was purposeful and available. Data collection instruments were semi-structured interviews and review of research literature. A set of codes and concepts was collected during open coding and important categories were obtained. In the axial coding stage, the categories obtained in the open coding stage were related to each other and these categories were determined in 6 titles and in the form of a paradigm pattern. In the next step, through open coding 85 concepts were obtained and By categorizing these codes, 56 subcategories were created And in the axial coding stage 16 main categories were classified. The results showed that in casual conditions; Expenses paid by fans by using technology, site security and comparison of Expenses and benefits of technology in sports marketing. in the axial category; technology in sports marketingin. in the underlying factors: the desirability of wrestling income through technology, . in strategies; creating cyberspace, Creativity and Entrepreneurship in Marketing Development, holding online forecasts, using modern technology in the gym and internet advertising. in the consequences; positive behavior of fans were all found to be effective elements in marketing development.According to the findings, wrestling managers need to using different technologies in the field of marketing in wrestling .

The aim of this study was to develop a model of the role of social media in the workplace on the job consequences of employees of sports and youth departments in Kermanshah province. The research method was descriptive-survey and based on structural equations. The statistical population of the study included 320 employees of sports and youth departments of Kermanshah province. According to Cochran's formula, 175 people were selected as a statistical sample by stratified random sampling method. The measurement tool was a 19-item questionnaire in two sections of social media in the workplace and job outcomes. In this research, structural equations are used to investigate the relationships between model components and Smart PLS software is used to analyze the data. Findings indicate that social media in the workplace has an effect on job outcomes with a path coefficient of 0.55 and a T value of 5.58. Among these, the index of excessive social use of social media on job outcomes with a path coefficient of 0.16 and a value of T 2.11, Index of excessive hedonistic use of social media on job outcomes with a coefficient of 0.32 and a value of 2.51 T, And the index of excessive cognitive use of social media has had an effect on job outcomes with a path coefficient of 0.18 and a value of 2.57 T. Therefore the use of social networks can have many positive and negative job consequences in organizational environments. Be accompanied by.

Religious and political challenges with Saudi Arabia in the last decade, followed by the burning of the Saudi embassy in Tehran, invited the sport of the Islamic Republic of Iran, to a new problems. The purpose of this study was to analyze the anti-diplomacy of Iranian football as a geopolitical challenge against Saudi Arabia. The present study was a qualitative (descriptive-analytical) type of library studies in terms of applied purpose and in terms of data collection; The statistical population was equal to 54 works of international sports relations and in particular sports diplomacy in the Middle East region and the statistical sample was equal to the contents about Iranian football anti-diplomacy, soft power of Iran and Saudi Arabia. The findings of the present study showed that the national teams of Saudi Arabia and Iran, as the main players in the Arab world and the Middle East, respectively, have played a significant role in the development of football in this region and many Asian football achievements, including being on the championship platform in the Asian Champions League. And attending the FIFA World Cup has been the result of the two countries' attention to football as their most popular sport; Finally, football in the confrontation between Iran and Saudi Arabia in the Middle East can be a tool for convergence and as one of the basic geopolitical codes of the two countries, which with its soft nature can open a diplomatic path in re-examining the relations between the two countries.

The purpose of present research is analyzing football ambush marketing in Iranian medias, in 2019 Asian Cup. This research is purpose-oriented and research method is integrated (quantitative and qualitative content analysis). The statistical population of the present study in the first part, are medias who attempted ambush. According to Alexa site ranking, 30 most visited sites in Iran. News and Sports Field During the games of the Iranian national team during the event and also in the live broadcast of the games of the Iranian football team. 81 ambush marketing ads considered as a specific research sample. In the second part, to identify methods of prevention and treatment, the statistical community of experts includes experts familiar with the subject of ambush marketing in the Iranian Football Federation. Purposeful and judgmental sampling, 5 people were identified as the focus group. For data collection in the first part to identify the marketing status of ambush in football made a researcher checklist and in the second part to identify strategies to deal with ambush marketing focused work. The results showed that the most common type of ambush marketing used to recover property infringement and the most used strategy by industries and organizations is the strategy of supporting the spread of an event. According to the research findings, executive solutions have been provided that can pave the way for the managers of the Football Federation.

The present study aimed to investigate the role of Instagram bloggers on the intention to buy sports products through mediated attitude towards the brand. This research is applied in terms of purpose and descriptive-correlational in terms of research method. To analyze data from descriptive statistics to describe the personal characteristics of the subjects and in inferential statistics, from Kolmogorov-Smirnov test Spearman correlation coefficient, stepwise regression analysis and Sobel test was used in the SPSS software. Findings showed that the role of Instagram bloggers is effective in the intention to buy sports products. So that between the specialty of Blogger with the intention of buying 17%, the lovely personality of Blogger with the intention of buying 22%, between the reliability of Blogger with the intention of buying 40%, the social attractiveness of Blogger with the intention of buying 57% and finally between the personality style of Blogger with the intention of buying There was a 51% positive and significant relationship. Also, the second hypothesis of the obtained results showed that the role of Instagram bloggers through mediating attitude towards the brand can be effective on the intention to buy sports products. organizations that seek to promote and sell more of their sports products can choose one of the effective advertising methods, including the use of popular domestic and foreign sports bloggers by considering the characteristics of bloggers and the mentality of people about them can help them advance their organizational goals.

The purpose of this study was to explain and prioritize the factors affecting the sports diplomacy in cyberspace. This study was part of the basic research in terms of the purpose of the research, and in terms of descriptive nature and in terms of variables, it is a mixed research that was a combination of Delphi and fuzzy Dematel methods. The sampling method in the qualitative part was targeted and snowball that a total of 16 interviews were conducted until the data reached theoretical saturation. The Delphi group also consisted of 8 interviewees, and the experts of the fuzzy Dematel section consisted of 13 members. Analyzes were performed in Excel software environment. The findings of the interview and the theoretical foundations of the research showed that a total of 79 items were identified as factors affecting sports diplomacy in cyberspace, which are in 9 general categories: "nature and potential", "structural factors", "management policy", "Media policy", "Professional sports policy", "Cultural policy", "International policy", "Economic factors" and "Communication policy" were divided. Also, the findings of Fuzzy Dematel test showed that there are 4 effective factors and 5 effective factors on sports diplomacy in cyberspace. In a general conclusion, it was stated that first the influential factors should be considered because they can affect sports diplomacy in Iran's cyberspace and play an active role in this field.

The purpose of this study was to identify the factors influencing social networks on the creation of sports businesses and providing a paradigm model.The present study was based on the purpose of the type of fundamental research and was conducted according to exploratory information and using the foundation theory method. The data collection tool was a deep semi-structured interview. The statistical population includes experts, professors, managers, business owners, entrepreneurs, and sports consultants, and the targeted sampling method with snowball technique. The collected data were analyzed using open, axial, and selective coding, and the final pattern was extracted.The final model of the total causal conditions (24 concepts and 2 categories), substrates and fields (37 concepts and 3 categories), strategies (21 concepts and 4 categories), intervention (11 concepts and 2 categories), and implications (13 the concept and 2 categories of social networks are formed on creating sports businesses. The Kappa Cohen method was used to measure reliability and quality control. The coefficient of kappa is calculated equal to 776/0, which is at a valid agreement level. In order to establish and set up business in sports, providing infrastructure and appropriate social networking conditions can be an effective way to mobilize business space in the country's sports.