ارائه مدل تاثیر بازاریابی در شبکه‌های اجتماعی بر جذب مخاطبان رشته ورزشی فیزیک

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی دانشگاه گیلان

2 استادیار مدیریت ورزشی، موسسه آموزش عالی راهبرد شمال

3 دانشجوی کارشناسی ارشد مدیریت ورزشی موسسه آموزش عالی راهبرد شمال

10.22034/sms.2024.140777.1314

چکیده

هدف کلی این پژوهش ارائه مدل تأثیر بازاریابی در شبکه­های اجتماعی بر جذب مخاطبان رشته ورزشی فیزیک بوده و پژوهش حاضر کاربردی، توصیفی و از نوع همبستگی است. همچنین جامعه آماری شامل ورزشکاران رشته ورزشی فیزیک که در باشگاه­های بدن‌سازی شهر رشت حضور داشتند. تعداد حجم نمونه آماری با توجه به تعداد سوالات پرسشنامه 400 نفر تعیین گردید. روش گردآوری اطلاعات میدانی، ابزار گردآوری اطلاعات، پرسشنامه استاندارد و روش تجزیه و تحلیل داده‌ها، از مدل‌سازی معادلات ساختاری استفاده شد. پس از بررسی توصیفی متغیرها به منظور بررسی اهداف پژوهش، از تکنیک تحلیل ساختار‌های عاملی و تحلیل مسیر استفاده شد و با استفاده از نرم­افزار PLS3 ضرایب مسیر برای متغیرها بررسی و مدل تأثیر بازاریابی در شبکه­های اجتماعی بر جذب مخاطبان رشته ورزشی فیزیک ارائه گردید. نتایج تحقیق نشان داد اینستاگرام، فیسبوک و یوتیوب بر جذب مخاطبین تأثیر معنی­داری دارند و وب­سایت­ها و توییتر (ایکس) بر جذب مخاطبین تأثیر ندارند؛ بنابراین پیشنهاد می‌شود به‎جای در نظر گرفتن معایب این شبکه­ها، از مزایا و قابلیت­های آنها در پیشبرد اهداف ورزشی (معرفی و تبلیغات) و اطلاع­رسانی به تمام اقشار جامعه بدون هیچ محدودیتی استفاده شود.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

presenting a model of the impact of marketing in social networks on attracting contacts in the physics sports field

نویسندگان [English]

  • Behnam Asheghi 1
  • mohammad hematinezhad 2
  • Mohammad Chehrehgosha 3
1 PhD Sport Management Student, University of Guilan
2 Assistant Professor of rahbord shomal university
3 Master student in Sports Management of Rahbord Shomal University
چکیده [English]

The general purpose of this research is to provide a model of the effect of marketing in social networks on attracting the audience of physics sports, and the current research is applied, descriptive and correlational. Also, the statistical population of this research includes athletes in physics sports who attend gyms in Rasht city. Had the number of statistical samples was determined according to the number of questions in the questionnaire of 400 people. The field data collection method, the data collection tool, was the standard questionnaire of Algesheimer et al (2015) and Kim and Ko (2012), and a five-point Likert scale (from very little to very much) was used to answer the research community. The statistical population of the research of physics athletes in the city of Rasht is unlimited, and according to the number of questions in the questionnaire (36 questions) and according to the method of structural equations, ten statistical samples should be selected for each question, which the researcher, in order to ensure the number of 420 Questionnaires were randomly distributed in bodybuilding and fitness clubs among people who were considered physical athletes or were interested in physical sports in Rasht city, from which 400 questionnaires were collected and the data analysis method was based on modeling Structural equations were used. After the descriptive analysis of the variables in order to investigate the objectives of the research, the technique of factor structure analysis and path analysis was used, and by using PLS3 software, the path coefficients for the variables were examined and the model of the effect of marketing in social networks on the attraction of the audience of physics sports was presented. Became the results of the research showed that Instagram, Facebook, and YouTube have a significant effect on attracting audiences, and websites and Twitter (X) do not have an impact on attracting audiences. The advancement of technology and digital transformation in today's era, which led to the creation of mass communication platforms through virtual space, using this space for marketing and advertising as well as attracting new people to emerging sports is inevitable, as well. which Rosário & Dias (2023) stated that more than half of the world's people use the platform of virtual space; Therefore, sports practitioners and club managers should increase their efforts through marketing in virtual space to introduce and promote the newly established sport of physics as much as possible. This research by showing the strengths of the fact that the maximum use of Instagram, Facebook and YouTube software has been made clear that although advertising and marketing have been successful in this way, but due to the filters of these networks, those involved It is necessary to look for alternative platforms until it becomes impossible to use the mentioned platforms, and introduce and develop this sport in other ways, as well as the websites of the clubs and executive boards of this discipline. They should also become an attractive factor for the audience with a better design; therefore, it is suggested that instead of considering the disadvantages of these networks, their advantages and capabilities should be used in promoting sports goals (introduction and advertising) and providing information to all sections of the society without any restrictions.

کلیدواژه‌ها [English]

  • Social networks
  • sports field of physics
  • digital marketing
  • sports management

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مطالعات بازاریابی ورزشی
دوره 5، شماره 2
مرداد 1403
صفحه 53-68

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