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تعامل رسانههای اجتماعی و حمایت مالی در ورزش: تحلیل احساسات دیدگاههای طرفداران بعد از حمایت مالی رایتل از استقلال | ||
| مدیریت ارتباطات در رسانه های ورزشی | ||
| مقاله 1، دوره 13، شماره 4 - شماره پیاپی 52، مرداد 1405، صفحه 1-18 اصل مقاله (1.36 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.30473/jsm.2025.73251.1939 | ||
| نویسندگان | ||
| امیرمحمد نصیری1؛ افشار نوری روش2؛ حبیب هنری* 3 | ||
| 1دانشجوی کارشناسی ارشد، گروه، مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه علامه طباطبایی، تهران، ایران. | ||
| 2دانشجوی دکتری، گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه خوارزمی، تهران، ایران. | ||
| 3استاد، گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی دانشگاه علامه طباطبایی، تهران، ایران. | ||
| چکیده | ||
| این پژوهش باهدف بررسی تحلیل احساسات دیدگاههای در درک چگونگی واکنشها و احساسات طرفداران نسبت به حمایت مالی شرکت رایتل از استقلال انجام شده است. جامعه آماری این تحقیق شامل تمامی دیدگاههای منتشر شده توسط کاربران در پست منتشر شده در دو صفحه رسمی باشگاه استقلال و شرکت رایتل در اینستاگرام بود. این پژوهش با استفاده از روش تحلیل احساسات انجام شد. دادهها به کمک زبان برنامهنویسی پایتون از پستها استخراج و با استفاده از کتابخانه TextBlob مورد تحلیل قرار گرفتند. این روش با اندازهگیری دو متغیر «قطبیت» (بیانگر مثبت یا منفی بودن احساسات) و «ذهنیت» (نمایانگر عینی یا ذهنی بودن نظرات) به دستهبندی و تحلیل نظرات پرداخت. نتایج نشان داد که میانگین قطبیت دیدگاهها در پست باشگاه استقلال 0.321+ و در پست شرکت رایتل 0.445+ است که بیانگر نگرش مثبت طرفداران نسبت به حمایت مالی است. همچنین، میانگین ذهنیت در پست استقلال 0.721+ و در پست رایتل 0.699+ به دست آمد که نشاندهنده تمایل نظرات به سمت عواطف و برداشتهای شخصی بود. یافتهها حاکی از این است که حمایت مالی رایتل توسط طرفداران عمدتاً به طور مثبت درک شده و بیانگر این است که حمایت مالی هوشمندانه در حوزه ورزش میتواند به تقویت ارتباط با هواداران کمک کند. این نتایج به باشگاهها و حامیان مالی کمک میکند تا از ابزار تحلیل احساسات برای درک دقیقتر دیدگاههای طرفداران و افزایش تعاملات مثبت بهره ببرند. | ||
| کلیدواژهها | ||
| حمایت مالی ورزشی؛ رسانههای اجتماعی؛ اینستاگرام؛ فوتبال | ||
| عنوان مقاله [English] | ||
| Social Media Interaction and Sponsorship in Sports: Sentimental Analysis of Fan Views upon Rightel’s Sponsorship Deal with Esteghlal FC | ||
| نویسندگان [English] | ||
| Amir Mohammad Nasiri1؛ Afshar Noori Ravesh2؛ Habib Honari3 | ||
| 1MSc Student, Department of Sports Management, Faculty of Physical Education and Sports Sciences, Allameh Tabataba’i University, Tehran, Iran.. | ||
| 2Ph.D Student, Department of Sports Management and Movement Behavior, Faculty of Physical Education and Sports Sciences, Kharazmi University, Tehran, Iran. | ||
| 3. Professor, Department of Sports Management, Faculty of Physical Education and Sports Sciences, Allameh Tabataba’i University, Tehran, Iran | ||
| چکیده [English] | ||
| This study aimed to analyze the sentiments of football fans to understand their reactions to sponsorship deals in Iranian football. The statistical population for this study comprised all text-based comments on the sponsorship announcement posts from the official Instagram pages of Esteghlal FC and Rightel. Sentiment analysis was employed as the research method. Subsequently, the Python programming language and the TextBlob library were utilized to conduct the analysis. The results revealed that the average polarity of comments in posts associated with Esteghlal FC and Rightel were +0.321 and +0.445, respectively, indicating a positive outlook among fans towards the sponsorship. Additionally, the average subjectivity in the posts for Esteghlal FC and Rightel were +0.721 and +0.699, respectively, suggesting a tendency for the views to reflect personal sentiments and perceptions. The findings indicate that Rightel’s sponsorship deal with Esteghlal FC is largely perceived positively by fans, implying that strategic sponsorship in sports can facilitate effective communication with supporters. These results may assist clubs and sponsors in utilizing sentiment analysis to accurately gauge fan perspectives and enhance positive interactions. | ||
| کلیدواژهها [English] | ||
| Sports Sponsorship, Social Media, Instagram, Football | ||
| مراجع | ||
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