مجله مدیریت ارتباطات در رسانه های ورزشی
پیاپی 27 (بهار 1399)

The purpose of this research is quantitative assessment of the virtual websites of Iran's top sports clubs. Descriptive-analytical method used to describe and evaluate quantitatively the content of Iran football, basketball and volleyball sport clubs websites. The statistical population include all the official websites of all clubs and the statistical sample of the five clubs in the Premier League football, basketball & volleyball clubs (Official websites of 15 clubs) in 2017-2018 season. The method of sampling was theoretical (judgmental). The research tool was a researcher-made instruction coding sheet and its validity were confirmed by the professors specializing in marketing and sports media and its reliability was obtained by the coefficient of agreement between coders by the P-Scott formula (0.91). To analyze data, descriptive statistics (percentages, averages) were used. The results showed that the average percentage of football clubs' sports websites in each of the 4 domains of speed, content, navigability and accessibility were higher than the sports club websites in the volleyball and basketball premier league. The official website of the Mahram Basketball Club, the 24 items, the Saipa Club website, 23 items and the Zobahan Club website, covered, 22 items of 34 items  of evaluations in the 4 domains mentioned. None of the 15 websites reviewed had a newspaper review, lens tool, ticket sales and the pop up advertisements. Sports managers of Iran's top sports clubs should, in addition to identifying issues, existing problems and limitations, have a futuristic approach to identify, discover new opportunities in exploiting the massive media capacity of the club's official website, and directing fans and the club's economic activities to innovation and creating value in sport.

One of the most important elements and priorities in high level sport is having an integrated and organized system for talent identification and development. Therefore, the purpose of this study was to conduct a systematic review of the studies on sport talent from 2001 to 2006. The research adopted a descriptive strategy, conducted a content analysis and carried out documentary research for data collection. The statistical population of the research (N=29) comes from the pertinent thesis and article published in the field of sport talent from 2001 to 2017. The study sample consisted of all the statistical population through complete enumeration. The instrument used in the study consisted of a coded sheet with a 90% measured inter-coder reliability coefficient according to the Scott Pi’s statistics. Descriptive and inferential statistics (Scott), SPSS and Excel software were used to analyze the data at the significance level of P≥0.005. Based on the obtained results, there seems to be no balance in the scientific coverage of sport talent identification between different sport disciplines, components, methodologies and tools; with some having attracted more attention and some which have been neglected. Therefore, attention to this issue from faculty members and academics could have an important impact, as they can play a role in guiding researchers toward the components and sports as well as the research methods that have received less attention in the literature.

At the beginning of the third millennium, the world of sports marketing is looking for new ways to develop their economies. Advertising is one of the most challenging issues in management that concern managers to assess the risk factors that have been allocated. So, the purpose of this study was investigated the effect on the attitude to advertising through sports fandom. The population consisted of all students of Razi University and Azad University in 2018 in which 250 people responded to to three questionnaires as samples. To analyze data, SPSS and Amos software were used in order to present model. The results showed that the model is fitted perfectly. Also, path analysis showed that Sport fandom has been able to directly affect the attitude of fans toward advertising through sport, as well as indirectly and in total, effects of 0.36 through the attitude toward advertising has been effective. This could help sports marketers save time and resources to plan effective advertising in the sports fandom

The aim of this study was to investigate the effect of brand identification on brand evangelism football teams in social media with the role of mediator brand loyalty. The participants were physical education student in State and Azad universities in Mashhad. 300 individuals were randomly selected as the sample. For the purposes of this study was used Self-brand connection questionnaire of Escalas and Bettman (2003), Brand community identification questionnaire of Algesheimer et al   (2005), Brand organizational identification questionnaire of Mael & ashforth  (1992), brand loyalty questionnaire of Kim et al (2001) , and Finally, the positive advertising, desire to harm and were measured with items adapted from Grégoire and Fisher (2006). Sport management experts confirmed its face and content validity, which was established by factor analysis. The reliability of all questionnaires were above of e 0.81 by using Cronbach's alpha. To analyse the data, descriptive and inferential statistics including correlation coefficients and confirmatory factor analysis using SPSS 20 and AMOS 22 software were used. The results showed that there is a correlation between the 6 variables. Self-brand connection, Brand organizational identification and Brand community identification were direct effected on brand loyalty and indirect effected on positive advertising and desire to harm in social media. Thus, it is concluded that social identity perspective, when used in Self-brand connection, Brand organizational identification and Brand community identification, can be useful in predicting the brand loyalty mechanisms, Strengthen the team, gain positive advertising and prevent the spread of false rumors against the team in social media.

The aim of this study was to compile strategic planning for veterans of Mazandaran province with emphasis on information and communication technology. The research method was descriptive-survey. The statistical population of the study included all managers and deputies of the Foundation of Martyrs and Veterans Affairs of Mazandaran province and all of the 21 suburbs of Mazandaran province including 58 people who were involved in the planning of veterans' sports in Mazandaran province. Data were analyzed using descriptive statistics and Friedman test. The findings showed that there were 17 strength points, 25 weakness points, 13 opportunities, and 19 threats in the field of veterans sport in Mazandaran province; after analyzing points in SWOT matrix, it was determined that the strategic position of veterans of Mazandaran province is in WT region, and based on the strategic analyses, the important strategic plans were programmed for developing veterans’ sports in this province. According to the results of this study, it could be concluded that the most important strategy for developing veterans' sports in Mazandaran province with an emphasis on information and communication technology are: developing strategic plan and continuous monitoring and evaluation of educational and sports programs and least significant strategies are activating the marketing sector and attracting financial resources in support of activities of the Veterans Foundation

The purpose of this study was to review the experiences of sports diplomacy in selected countries and compare them with Islamic Republic of Iran. The method of this study is descriptive-analytical which according to the type of study, George Berdy comparative study method was used. Countries surveyed in the comparative research section include USA, Germany, France, Japan, United Kingdom and Islamic Republic of Iran. The reason for selecting the countries mentioned is their successful activities and proper organization as the leading countries in the field of sports diplomacy. Information from these countries was gathered through searches of websites, scientific articles, and research inside and outside of Iran, related books, documents, and evidences. It was also collected through interview with diplomats, professors, experts and stakeholders in the field of sports diplomacy in Iran. The statistical population of the study consisted of senior political-sport managers of the country who had managerial and executive records in the field of sport and politics. The statistical sample consisted of 12 elites who were selected by available sampling and snowball method. The result showed that in the leading countries in the field of sports diplomacy, many activities were carried out at macro level, which were classified into three categories of active sports diplomacy institutions, sports diplomacy priorities and measures taken to enhance this diplomacy. The situation of Iran sports diplomacy indicates that there is no proper planning and policy making with the approach of sports diplomacy in the country. Therefore, it could be declared that since the determination of each country's foreign policy is influenced by many variables, the Islamic Republic can use sports diplomacy as a facilitating tool for foreign policy implementation by modeling successful countries.

The purpose of this study was to review the effect of social network on word of mouth advertising due to loyalty and attachment to the brand in Iran Football Premier League.
The statistical population of the study consisted of supporters of football teams, who use social networks. 376 people were selected as the statistical sample. To collect data, a valid and reliable questionnaire was used. To analyze data SPSS and AMOS was used, and path analysis was applied to determine the direct and indirect effects of the research variables. The results of path analysis showed that there is a significant positive correlation between independent variables and mediators with the variable of propagation as a dependent variable. In general, clubs should increase the attachment of fans to the brand, to identify the personality traits of the club, reflect these features in their brand management strategies as well as adapting these features to the personality traits of the fans and this will lead to positive word of mouth advertising in the community and virtual networks for the club

The purpose of the research is to explain the applications of internet of things in iran's sports industry: a sustainable development approach. This research is applied in terms of purpose and descriptive-survey in terms of the method of implementation. Analytical hierarchy analysis (AHP) method was used in Expert Choice software to weigh the criteria and items. The statistical population of the study includes experts familiar with Internet technology of objects, which had a history of business cooperation, providing services or advice to sports centers, stadiums and clubs on the use of modern technologies, of which 15 of the above community were targeted. The results of hierarchical analysis show that, among the applications of Internet technology, objects in the sport industry of Iran, based on sustainable development indicators, were: safety of athletes with relative weight (0.284), performance evaluation of athletes with relative weight (0.270), facilitation of training with relative weight (0.207), progression of judgment in exercise with relative weight (0.148), and participation and interaction with affluent relatives (0.091) are most important. Therefore, in order to achieve sustainable development of the sports industry through the Internet, the objects should pay attention to these factors. Because the use of the Internet of objects will have very good consequences