نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت رسانه، دانشگاه آزاد اسلامی، واحد علوم تحقیقات، تهران
2 استاد مدیریت رسانه، دانشگاه آزاد اسلامی، واحد علوم تحقیقات، تهران
3 دانشیار گروه ارتباطات، دانشگاه آزاد اسلامی، واحد تهران مرکز، تهران
4 دانشیار گروه ارتباطات، دانشگاه آزاد اسلامی، واحد علوم تحقیقات، تهران
چکیده
هدف این پژوهش، استخراج الگوی برندسازی رسانة‌ورزشی بود. این پژوهش به‌صورت کمی و با استفاده از روش داده‌کاوی انجام شده است و به‌لحاظ هدف، کاربردی بود. پرسش‌نامة پژوهش براساس مطالعات پیشین استخراج شد و شامل ابعاد محتوا، مخاطب، بستر رسانه و محیط بود. پرسش‌نامة پژوهشگرساخته، پس از محاسبة روایی و پایایی دراختیار مخاطبانی که بیش از ۱۰ بار درطول یک ماه به سایت ورزش سه مراجعه کردند، قرار گرفت. جامعة آماری پژوهش شامل 800 هزار نفر مخاطب روزانه بود و با استفاده از روش نمونه‌گیری تصادفی نظام‌مند با فاصلة 100 نفر، پرسش‌نامه دراختیار حجم نمونه (هشت هزار نفر) قرار گرفت. حدود 50 درصد از آن‌ها؛ یعنی 4056 نفر به پرسش‌نامه پاسخ دادند. پاسخ مخاطبان با استفاده از الگوریتم کی‌مینز پردازش شد و الگوی برندسازی استخراج شد. نتایج حاکی از آن است که برای افزایش عمر مخاطبان لازم است مؤلفه‌های حرفه‌ای رسانه شامل مرجعیت، جانبداری‌نکردن، صحت خبر و سرعت انتشار خبر، به‌عنوان «کیفیت درک‌شدة برند» موردتوجه قرار گیرند. همچنین، رفتار وفادارانة مخاطبان ناشی از مؤلفه‌های جمعیت‌شناختی است. خوشه‌بندی مخاطبان وفادار با مرکزیت سن نشان می‌دهد که بزرگ‌ترین خوشه با حجم 44 درصد، مردان با تحصیلات کارشناسی در طیف سنی 26 تا 35 ساله هستند. نتایج زنده و جداول لیگ، در ورزش سه «هویت برند» هستند. پیشنهاد می‌شود این رسانه توجه بیشتری به ایجاد «هویت برند» در حوزة زنان و مخاطبان زیر 15 سال کند.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Branding Based on Audience in Sport Online Media (Studied case, Varzesh3)
نویسندگان [English]
- Mehdi shamlou 1
- Ali Akbar Farhangi 2
- Tahmures Shiri 3
- Afsaneh Mozaffari 4
1 Ph.D. Candidate in Media Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
2 Professor of Media Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
3 Associate Professor, Central Branch, Islamic Azad University, Tehran, Iran
4 Associate Professor, Science and Research Branch, Islamic Azad university, Tehran, Iran
چکیده [English]
This paper wants to extract online media branding. The method of this research is datamining and in terms of it’s applicable. The research questionnaire was extracted from previous studies and included content, audience, media context and environment dimensions. The researcher-made questionnaire, after calculating its validity and reliability, was provided to audiences who visited the Varzesh3 more than 10 times a month. The statistical population of the study consisted of 800 thousand people per day. Using a systematic random sampling, 100 questionnaires were included in the sample size (8 thousand people). About 50 percent of them 4056 responded to the questionnaire. The response of the audience is extracted using the K-means algorithm processing and branding model. The results suggest that in order to increase the life of the audience, the professional components of the media, including reference, bias, newsworthiness and the speed of the publication of the news as "brand perceived quality" should be considered. The loyal behavior of the audience is also due to demographic factors. The clustering of a loyal audience with a center of age indicates that the largest cluster with 44% of men with Bachelor education and ranges from 26 to 35 old. “Live scores” and “league standing” are the varzesh3 of brand identity. It is suggested that this media pay more attention to the creation of Brand Identity for women and audiences under the age of 15.
کلیدواژه‌ها [English]
- Audience
- Branding
- Online Media
- K-Means Algorithm
- Varzesh3
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