The Model of Communication between Social and Cultural Capitals with the Social Participation of Sports Celebrities Mediated by Social Responsibility

The aim of this study was to investigate the relationship model of social and cultural capital with the social participation of sports celebrities with the mediation of social responsibility. The method of this research was a descriptive-survey type and the statistical population was sports celebrities, 278 people were selected as a statistical sample from the available sampling method due to the difficulty of data collection. Data collection tools included researcher-made questionnaire on social participation, social responsibility,cultural capital, and social capital.The face and content validity of the questionnaire was confirmed by 10 specialists and their reliability was calculated in a preliminary study with 30 subjects and Cronbach's alpha was 0.83, 0.86, 0.76 and 0.85 respectively. The data was analyzed through structural equatio modeling method using Lisrel software. Structural equation modeling analyzes confirmed the suitability of the proposed model. According to the obtained results, one of the methods of persuading sports celebrities to engage in extra-role behaviors for social participation and social responsibility is to improve the social and cultural capital of famous athletes.