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بررسی نقش روابط عمومی در ضد بازاریابی داروهای دوپینگ با میانجیگری شبکههای اختصاصی، تفسیر عمومی و شواهد عینی | ||
مدیریت ارتباطات در رسانه های ورزشی | ||
مقاله 3، دوره 12، شماره 1 - شماره پیاپی 45، آبان 1403، صفحه 31-43 اصل مقاله (649.19 K) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.30473/jsm.2022.62329.1591 | ||
نویسندگان | ||
الهام حقیقت1؛ حسین عبدالملکی* 2؛ مهوش نوربخش3؛ پریوش نوربخش3؛ ابراهیم علی دوست قهفرخی4 | ||
1دانشجوی دکتری گروه مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران | ||
2استادیار گروه مدیریت ورزشی، مرکز تحقیقات مراقبتهای بالینی و ارتقای سلامت، واحد کرج، دانشگاه آزاد اسلامی، کرج ایران | ||
3استاد گروه مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران | ||
4دانشیار گروه مدیریت ورزشی، دانشگاه تهران، تهران، ایران | ||
چکیده | ||
ضد بازاریابی را میتوان روشی مناسب برای کاهش مصرف محصولاتی دانست که مصرف آنها میتواند مشکلاتی را برای افراد و جامعه ایجاد نماید. ازاینرو هدف این تحقیق بررسی نقش روابط عمومی در ضد بازاریابی داروهای دوپینگ با میانجیگری شبکههای اختصاصی، تفسیر عمومی و شواهد عینی در ورزش ایران بود. تحقیق حاضر به لحاظ هدف، کاربردی و از نظر روش تحلیل دادهها، توصیفی- همبستگی بود. جامعه آماری تحقیق را کلیه ورزشکاران و مربیان رشتههای ورزشی که در سالهای گذشته بیشترین میزان استفاده از مواد نیروزا را به گزارش آژانس ملی مبارزه با دوپینگ کشور داشتهاند، تشکیل میداد. حجم نمونه تحقیق با توجه به اهداف و با استفاده نرمافزار آماری PASS در سطح خطای 05/0، 250 نفر بود. ابزار جمعآوری اطلاعات در این پژوهش پرسشنامه استاندارد حقیقت و همکاران (2021) بود. نتایج تحقیق نشان داد که مولفههای تحقیق در تمامی موارد نقش مثبت و معنیداری در ضد بازاریابی داروهای دوپینگ داشتهاند. | ||
کلیدواژهها | ||
ضد بازاریابی؛ دوپینگ؛ ورزشکار؛ شبکههای اجتماعی | ||
عنوان مقاله [English] | ||
Examining the Role of Public Relations in Anti-Marketing of Doping Drugs with Mediation of Private Networks, Public Interpretation, and Concrete Evidence | ||
نویسندگان [English] | ||
Elham Haghighat1؛ Hossein Abdolmaleki2؛ Mahvash Nourbakhsh3؛ Parivash Nourbakhsh3؛ Ebrahim Alidoust Ghahfarokhi4 | ||
1PhD student of sport management, Karaj branch, Islamic Azad University, Karaj, Iran. | ||
2Assistant Professor of sport management, Clinical Care and Health Promotion Research Center, Karaj branch, Islamic Azad University, Karaj, Iran. | ||
3Professor of sport management, Karaj branch, Islamic Azad University, Karaj, Iran. | ||
4Associate Professor of sport management, University of Tehran, Tehran, Iran. | ||
چکیده [English] | ||
Anti-marketing can be regarded as an effective strategy to reduce the consumption of products that may cause problems for individuals and society. Therefore, the purpose of this study was to investigate the role of public relations in anti-marketing of doping drugs, with mediating factors such as personal networks, public commentary, and physical evidence within Iran’s sports context. This study was applied in terms of purpose and utilized a descriptive-correlational design for data analysis. The statistical population included all athletes and coaches who, according to reports from the National Anti-Doping Agency, had the highest energy use in recent years. Based on the research objectives and using PASS statistical software, the sample size was determined to be 250 participants at an error level of 0.05. The data collection tool was a standardized questionnaire developed by Haghighat et al. (2021). The results indicated that all components examined played a positive and significant role in anti-marketing. | ||
کلیدواژهها [English] | ||
Anti-marketing, Doping, Athlete, Social Networks | ||
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