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نقش رسانه‌های اجتماعی بر موفقیت و استمرار فعالیت باشگاه‌های ورزشی خصوصی | ||
| مدیریت ارتباطات در رسانه های ورزشی | ||
| مقاله 9، دوره 11، شماره 4 - شماره پیاپی 44، مرداد 1403، صفحه 127-140 اصل مقاله (738.73 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.30473/jsm.2022.65165.1661 | ||
| نویسندگان | ||
| فاطمه جوادی1؛ عادل افکار* 2؛ مجید سلیمانی3 | ||
| 1دانشجوی دکترای مدیریت ورزشی، واحد همدان، دانشگاه آزاد اسلامی، همدان، ایران | ||
| 2استادیارگروه تربیت بدنی، واحد ملایر، دانشگاه آزاد اسلامی، ملایر، ایران | ||
| 3دانشیار گروه تربیت بدنی، واحد ملایر، دانشگاه آزاد اسلامی، ملایر، ایران | ||
| چکیده | ||
| رسانه‌های اجتماعی می‌توانند بر فعالیت باشگاه‌های ورزشی خصوصی تأثیرگذار باشند؛ ازاین‌رو پژوهش حاضر با هدف نقش رسانه‌های اجتماعی بر موفقیت و استمرار فعالیت باشگاه‌های ورزشی خصوصی طراحی و اجرا گردید. این پژوهش ازلحاظ هدف، کاربردی و ازنظر شیوه گردآوری داده‌ها، توصیفی- پیمایشی است که با رویکرد پژوهش، آمیخته است. جامعه آماری پژوهش حاضر در بخش کیفی، اساتید مدیریت ورزشی که در زمینه رسانه و باشگاه ورزشی پژوهش‌هایی (حداقل دو مورد) انجام داده بودند و همچنین مدیران باشگاه‌های ورزشی دولتی و خصوصی که دارای تحصیلات دکتری بودند، را شامل می‌شود که روش نمونه‌گیری به‌صورت هدفمند انجام شده است؛ در بخش کمی جامعه آماری شامل کلیه مدیران باشگاه‌های ورزشی دولتی و خصوصی شهر همدان است (109 نفر). ابزار پژوهش حاضر، مصاحبه‌های نیمه ساختارمند و پرسشنامه بود. جهت بررسی داده‌های بخش کیفی از کدگذاری باز، محوری و انتخابی استفاده شد و در بخش کمی از روش مدلسازی معادلات ساختاری استفاده گردید. نتایج تحلیل مصاحبه‌های انجام شده نشان داد که رسانه‌های اجتماعی در قالب دو بعد میزان استفاده و موارد استفاده بر موفقیت و استمرار فعالیت‌های باشگاه‌های ورزشی خصوصی در قالب چهار بعد مالی، مشتریان، فعالیت‌های باشگاه و منابع انسانی تأثیرگذار است. همچنین نتایج نشان دادند که مدل پژوهش از برازش مناسبی برخوردار است. لذا مدیران باشگاه‌های ورزشی خصوصی می‌بایست بیشترین توجه خود را به بهبود نظام مدیریتی، بهبود حامیان مالی و بهره‌گیری از نیروی انسانی متخصص در باشگاه‌های ورزشی خود مبذول دارند تا به موفقیت‌های شغلی مناسبی در کسب‌وکار خود نائل آیند. | ||
| کلیدواژه‌ها | ||
| رسانه‌های اجتماعی؛ مالی؛ مشتریان؛ منابع انسانی | ||
| عنوان مقاله [English] | ||
| The Role of Social Media on the Success and Continuity of Private Sports Clubs | ||
| نویسندگان [English] | ||
| Fatemeh Javadi1؛ Adel Afkhar2؛ Majid Solimani3 | ||
| 1PhD student in sports management, Hamedan Branch, Islamic Azad University, Hamedan, Iran | ||
| 2Assistant Professor, Department of Physical Education, Malayer Branch, Islamic Azad University, Malayer, Iran | ||
| 3Assistant Professor, Department of Physical Education, Malayer Branch, Islamic Azad University, Malayer, Iran | ||
| چکیده [English] | ||
| The current research was designed and implemented to examine the role of social media in the success and continuity of private sports clubs. This study utilized a descriptive-survey approach for its practical purpose, employing a mixed method for data collection. In the qualitative portion, the research population included sports management professors who had conducted at least two studies related to media and sports clubs, as well as managers of public and private sports clubs with doctoral degrees. Purposeful sampling was employed for this segment. In the quantitative portion, the statistical population consisted of all managers of public and private sports clubs in Hamadan city, totaling 109 individuals. The research tools included semi-structured interviews and questionnaires. For analyzing the qualitative data, open, axial, and selective coding methods were utilized, while structural equation modeling was applied in the quantitative analysis. The results yielded two general components: social media and the success and continuity of sports clubs. Additionally, the findings indicated that the research model demonstrated a good fit. Consequently, managers of private sports clubs should prioritize improving their management systems, enhancing financial support, and utilizing expert human resources to achieve significant success in their endeavors. | ||
| کلیدواژه‌ها [English] | ||
| Social Media, Finance, Human Resources, Customers | ||
| مراجع | ||
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