مطالعات مدیریت ورزشی

مدل اثربخشی فعالیت‌های بشردوستانة چهره‌های ورزشی در شبکه‌های اجتماعی (موردمطالعه: پویش کمک به زلزله‌زدگان غرب کشور)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت بازرگانی و گمرک، دانشگاه هرمزگان

2 دانشجوی کارشناسی‌ارشد مدیریت اجرایی، دانشگاه هرمزگان

چکیده
هدف پژوهش حاضر، بررسی اثربخشی راه‌اندازی و صحه‌گذاری پویش‌های بشردوستانه توسط چهره‌های مشهور ورزشی در شبکه‌های اجتماعی بود. روش این پژوهش، توصیفی- همبستگی با هدف کاربردی بود که به‌صورت میدانی انجام شد. جامعة آماری پژوهش از افراد حاضر در شبکه‌های اجتماعی تلگرام و اینستاگرام تشکیل شده است. با استفاده از روش نمونه‌گیری گلوله‌برفی، 332 پرسش‌نامة پژوهشگرساخته جمع‌آوری شدند که روایی آن به تأیید اساتید بازاریابی و خـبرگان آشـنا بـا شـبکه‌های اجتماعی رسید و پایایی آن نیز با استفاده از ضریب آلفای کرونباخ معادل با 842/0 به‌دست آمد. تجزیه‌وتحلیل داده‌های توصیفی ازطریق نرم‌افزار اس.پی.اس.اس. نسخة 24 و داده‌های استنباطی ازطریق روش آماری مدل‌سازی معادلات ساختاری با استفاده از نرم‌افزار آموس نسخة 24 انجام شد. تحلیل نتایج مدل‌سازی معادلات ساختاری نشان داد که بین اعتبار چهره‌های مشهور ورزشی با نگرش مخاطب و نیز بین تناسب چهره‌های مشهور ورزشی با نگرش مخاطب نسبت به فعالیت بشردوستانه، رابطة مثبت و معناداری وجود دارد. بین نگرش مخاطب و پیامدهای رفتاری (پذیرش اطلاعات، انتشار اطلاعات و مشارکت در پویش بشردوستانه) نیز ارتباط مثبت و معناداری مشاهده می‌شود. همچنین، تحلیل یافته‌ها نشان داد که نگرش مخاطب نسبت به پویش بشردوستانه، بیشتر تحت‌تأثیر اعتبار چهره‌های مشهور ورزشی قرار دارد. نگرش مخاطب نیز بیشترین تأثیر را بر پذیرش اطلاعات توسط مخاطب دارد.

کلیدواژه‌ها

موضوعات

عنوان مقاله English

A Framework for Effectiveness of Philanthropy Event's Celebrity Endorsement in Social Networks (Study of Earthquake in Iran’s West Provinces)

نویسندگان English

  • Vahid Makki Zadeh 1
  • Siavash Aein Jamshid 2
1 Assistant Professor of Business Management, University of Hormozgan
2 M.Sc. Student in MBA, University of Hormozgan
چکیده English

The purpose of this study was to study the effectiveness of the establishment and endorsement of Philanthropy campaigns by sport celebrities in social networks. The method of this descriptive-correlation study was applied field experiment. The statistical population of the study consists of individuals present in the social networks of Telegram and Instagram. Using a snowball sampling method, 332 questionnaires were collected whose validity was confirmed by marketing professors and experts familiar with social networks, and its reliability was calculated using the Cronbach's alpha was (0.842). Descriptive data analysis was performed through SPSS 24 software and inferential data through statistical method of structural equation modeling using Amos 24 software. Analysis of the results of structural equation modeling shows that there is a positive and significant relationship between the celebrity’s credibility and the attitude of the audience, as well as between the celebrity’s congruence and the attitude of the audience towards Philanthropy events. There is also a positive and meaningful relationship between the attitude of the audience and the behavioral consequences (adoption of information, dissemination of information, and participation in Philanthropy events). The findings also show that the audience's attitude toward Philanthropy events is more influenced by the the celebrity’s credibility. Audience's attitude also has the greatest impact on the adoption of information by the audience.

کلیدواژه‌ها English

  • Credibility
  • Congruence
  • Attitude
  • Adoption
  • Dissemination
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مطالعات مدیریت ورزشی
دوره 10، شماره 51
آذر و دی 1397
آذر و دی 1397
صفحه 47-72

  • تاریخ دریافت 13 بهمن 1396
  • تاریخ بازنگری 08 اردیبهشت 1397
  • تاریخ پذیرش 30 اردیبهشت 1397

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