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شناسایی عوامل مؤثربرتولید محتوای دیجیتال در صنعت ورزش | ||
| مدیریت ارتباطات در رسانه های ورزشی | ||
| مقاله 9، دوره 13، شماره 1 - شماره پیاپی 49، آبان 1404، صفحه 137-154 اصل مقاله (1.09 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.30473/jsm.2024.69151.1794 | ||
| نویسندگان | ||
| نفیسه نقیبی؛ محمدرضا اسماعیل زاده قندهاری* ؛ حسن فهیم دوین؛ حسین پیمانی زاد | ||
| گروه تربیت بدنی، واحد مشهد، دانشگاه آزاد اسلامی، مشهد، ایران. | ||
| چکیده | ||
| چکیده: پژوهش حاضر با هدف شناسایی عوامل مؤثر بر تولید محتوای دیجیتال در صنعت ورزش اجرا گردید. روش پژوهش از نوع آمیخته (کیفی-کمی) بود. جامعه آماری تحقیق حاضر بر مبنای روش نمونهگیری هدفمند و گلوله برفی، در جهت شناسایی مؤلفههای مؤثر بر تولید محتوای دیجیتال در صنعت ورزش، از خبرگان و کارشناسان حوزههای رسانه و بازاریابی دیجیتال، کارشناسان صداوسیما، مجریان و خبرنگاران ورزشی و روزنامهنگاران ورزشی جهت انجام مصاحبههای عمیق و استخراج کدهای باز، محوری و نظری دعوت شد که از این میان، محققان توانستند با 28 نفر خبره در این حوزه تا رسیدن به اشباع نظری مصاحبه به عمل آورد. جهت تجزیهوتحلیل دادههای تحقیق حاضر از کدگذاری در بخش کیفی و از روش مدلسازی ساختاری تفسیری در بخش کمی استفاده گردید. نتایج تجزیهوتحلیل مصاحبههای انجامشده نشان داد که تعداد 66 کد استخراج گردید که این کدها در 12 دسته شامل مسائل فرهنگی-مدیریتی، نیروی انسانی، استحکام محتوا، تناسب محتوا، حجم محتوا، اثربخشی تبلیغات، طراحی خیرهکننده، کیفیت محتوا سوژه محتوا، هماهنگی، مهارت عوامل تولید و فاخر بودن دستهبندی شدند. توجه به عوامل شناسایی شده می تواند بستر سازی فنی و غیرفنی در جهت تولید محتوای دیجیتال در صنعت ورزش را فراهم نماید. | ||
| کلیدواژهها | ||
| تبلیغات؛ کیفیت محتوا؛ نیروی انسانی؛ فناوری | ||
| عنوان مقاله [English] | ||
| Identifying effective factors in the production of digital content in the sports industry | ||
| نویسندگان [English] | ||
| Nafiseh Naghibi؛ Mohamadreza Esmaeilzadeh Ghandhari؛ Hassan Fahimdevin؛ Hossein Peymanizad | ||
| Department of Physical education, Ma.C., Islamic Azad university, Mashhad, Iran | ||
| چکیده [English] | ||
| The current research was carried out with the aim of identifying the effective factors in the production of digital content in the sports industry. The research method was mixed (qualitative-quantitative). The statistical population of this research is based on the purposeful and snowball sampling method, in order to identify the effective components on the production of digital content in the sports industry, from experts and experts in the fields of media and digital marketing, radio and television experts, presenters and journalists of sports and newspapers. Sports writers were invited to conduct in-depth interviews and extract open, central and theoretical codes, of which the researchers were able to interview 28 experts in this field until reaching theoretical saturation. In order to analyze the data of this research, coding was used in the qualitative part and interpretive structural modeling was used in the quantitative part. The results of the analysis of the conducted interviews showed that 66 codes were extracted, and these codes were divided into 12 categories, including cultural-management issues, human resources, content strength, content suitability, content volume, advertising effectiveness, stunning design, subject content quality. Content, coordination, skill of production factors and luxury were categorized. Paying attention to the identified factors can provide a technical and non-technical basis for the production of digital content in the sports industry. | ||
| کلیدواژهها [English] | ||
| Advertising, Content Quality, Human Resources, Technology | ||
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آمار تعداد مشاهده مقاله: 1,030 تعداد دریافت فایل اصل مقاله: 101 |
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