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تحلیلی بر نقش برخی متغیرهای منتخب انسانی و رسانهای بر سودمندی درک شده از تبلیغات توصیهای الکترونیکی مربیان آنلاین | ||
| مدیریت ارتباطات در رسانه های ورزشی | ||
| مقاله 6، دوره 13، شماره 3 - شماره پیاپی 51، اردیبهشت 1405، صفحه 89-104 اصل مقاله (920.4 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.30473/jsm.2025.73870.1953 | ||
| نویسندگان | ||
| امیر مرادی نیکنام1؛ سارا کشکر* 2 | ||
| 1دانشجوی دکتری، گروه مدیریت ورزشی، دانشگاه علامه طباطبایی، تهران، ایران. | ||
| 2استاد، گروه مدیریت ورزشی، دانشگاه علامه طباطبایی، تهران، ایران. | ||
| چکیده | ||
| تحقیق حاضر باهدف تحلیلی بر نقش برخی متغیرهای منتخب انسانی و رسانهای بر سودمندی درک شده از تبلیغات توصیهای الکترونیکی مربیان آنلاین طراحی و اجرا گردید. تحقیق حاضر از نوع تحقیقات توصیفی میباشد که از منظر هدف، جز تحقیقات کاربردی میباشد که بهصورت میدانی انجام گردید. روش تحقیق حاضر ازنظر روش گردآوری دادهها، پیمایشی میباشد. جامعه آماری این پژوهش شامل ورزشکاران آنلاین فعال در شبکههای اجتماعی بود که در زمینههای مختلف ورزشی فعالیت داشتند. مطابق با فرمول حجم نمونه کوکران در شرایط نامشخص بودن حجم جامعه تعداد ۳۸۴ نفر مشخص گردید. این تعداد نمونه به دلیل محدودیتهای زمانی و منابع، بهطور تصادفی از میان ورزشکاران آنلاین در شبکههای اجتماعی اینستاگرام و یوتیوب انتخاب شدند. انتخاب نمونه بهصورت خوشهای انجامشده و مربیان از مناطق مختلف جغرافیایی و با زمینههای مختلف آموزشی در نظر گرفته شدند تا تنوع در نمونهگیری حفظ شود. ابزار گردآوری اطلاعات در تحقیق حاضر پرسشنامههای استاندارد بود. در تحقیق حاضر از آمار توصیفی و استنباطی استفاده گردید. در بخش آمار توصیفی از میانگین و انحراف استاندارد استفاده گردید. همچنین جهت بررسی عوامل تحقیق از روش معادلات ساختاری استفاده گردید. کلیه روند تجزیهوتحلیل دادههای پژوهش حاضر در نرمافزارهای SPSS و PLS انجام شد. مطابق با نتایج مشخص گردید که با توجه به میزان تی روابط مشخص گردید که تمامی روابط تحقیق به علت بالاتر بودن سطح تی از ۹۶/۱ معنادار میباشد. | ||
| کلیدواژهها | ||
| منابع انسانی؛ رسانه؛ تبلیغات؛ سودمندی | ||
| عنوان مقاله [English] | ||
| An Analysis of the Role of Selected Human and Media Variables on the Perceived Usefulness of Electronic Word-of-Mouth Advertising by Online Coaches | ||
| نویسندگان [English] | ||
| Amir Moradi Niknam1؛ Sara Kashkar2 | ||
| 1Ph.D Student, Department of Sports Management, Allameh Tabataba'i University, Tehran, Iran. | ||
| 2Professor, Department of Sports Management, Allameh Tabataba'i University, Tehran, Iran. | ||
| چکیده [English] | ||
| The present study aimed to analyze the role of selected human and media variables on the perceived usefulness of electronic word-of-mouth (e-WOM) advertising by online coaches. This study used a survey method to collect data. The statistical population included online athletes active in social media who were active in various sports disciplines. According to Cochran’s sample size formula for an unknown population, the sample size was determined as 384 people. Sampling was carried out using the cluster sampling method, and coaches were selected from different geographic areas and with diverse educational backgrounds to ensure diversity. Standardized questionnaires were used as the data collection tool. Both descriptive and inferential statistics were used. Mean and standard deviation were used in the descriptive section. Structural equation modeling (SEM) was used to examine the research factors. All data analyses were performed using SPSS and PLS software. The results showed that all relationships in this study were statistically significant at a level greater than 0.01 (t ≥ 1.96). The findings indicated that professional growth had a positive and significant effect (β = 0.387) on the perceived usefulness of e-WOM advertising. In addition, personal development efforts played a major role in explaining perceived usefulness with a path coefficient of 0.770. These results indicate that human and media variables play a critical and influential role in increasing the perception and effectiveness of e-WOM advertising for online coaches. It is essential to consider these factors in developing and improving advertising strategies. | ||
| کلیدواژهها [English] | ||
| Human Resources, Media, Advertising, Usefulness | ||
| مراجع | ||
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آمار تعداد مشاهده مقاله: 333 تعداد دریافت فایل اصل مقاله: 33 |
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