نوع مقاله : مقاله پژوهشی
نویسندگان
1 دکتری مدیریت ورزشی، دانشگاه گیلان
2 استادیار مدیریت ورزشی، دانشگاه گیلان
3 دانشیار مدیریت ورزشی، دانشگاه علامه طباطبایی
چکیده
اهمیت هواداران در توسعة ورزش حرفه‌ای جایگاه ویژه‌ای دارد. این درحالی است که جوامع برند و ویژگی‌های منحصربه‌فرد رسانه‌های اجتماعی، به‌خوبی دراختیار هواداران برند قرار گرفته‌اند. پژوهش حاضر با هدف ارائة یک مدل جامع از رفتار تعاملی هواداران باشگاه‌های فوتبال به‌عنوان اعضای جوامع برند مبتنی‌بر رسانه‌های اجتماعی انجام شده است. این پژوهش به روش همبستگی- پیمایشی انجام شد. نمونه‌ها از هواداران باشگاه‌های فوتبال حرفه‌ای فعال در رسانه‌های اجتماعی انتخاب شدند. برای جمع‌آوری داده‌های موردنیاز از پرسش‌نامة پژوهشگرساخته‌ای مشتمل‌بر 45 گویه استفاده شد. برای به‌دست‌آوردن روایی پرسش‌نامه، از روایی محتوایی و روایی سازه و برای بررسی پایایی آن، از آلفای کرونباخ استفاده شد. همچنین، برای تجزیه وتحلیل داده‌ها از نرم‌افزار معادلات ساختاری استفاده شد. یافته‌های این پژوهش نشان داد که جامعة برندبه‌عنوان متغیر مستقل، بر متغیرهای تعاملات میان اعضای جامعه، بلوغ ارتباط و راهبرد خلق ارزش، اثر مثبت و معناداری داشت و عامل راهبردهای خلق ارزش بر وفاداری و بلوغ ارتباط، اثر مثبت و معناداری داشت. بلوغ ارتباط نیز بر وفاداری اثر مثبت و معناداری داشت. نتایج پژوهش، مدل رفتار هواداران مبتنی‌بر رسانه‌های اجتماعی را با استفاده از مدل معادلات ساختاری تأیید کرد.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Developing an Interactive Behavior model for Social Media-Based Brand Community Members (A Case Study of Fans of Professional Football Clubs)
نویسندگان [English]
- Tahereh Seifi Salmi 1
- Nooshin Benar 2
- Habib Honari 3
1 Ph.D. of Sport Management, University of Guilan
2 Assistant Professor of Sport Management, University of Guilan
3 Associate Professor of Sport Management, Allame Tabatabai University
چکیده [English]
The significance of fans in the development of professional sports has a special status. This is while brand communities and unique social media features are well placed for brand fans. The present study aimed to develop a comprehensive model of interactive behavior of fans of football clubs, as members of social media-based brand communities. The research was conducted using a correlational-survey method. The samples were selected from fans of professional football clubs active in the social media. To collect the required data, a researcher-made questionnaire containing 45 items was employed. In order to obtain of the questionnaire validity, content and construct validity indicators were used, and to evaluate its reliability, Cronbach's alpha was used. For data analysis, SEM software was put into service. The research findings indicated that a brand community, as an independent variable, has a positive and significant effect on the variables of interactions among the members, communication maturity and value creation strategies. In addition, the factor of value creation strategies has positive and significant effects on loyalty and communication maturity. The results confirmed the social media-based fan behavior model using SEM.
کلیدواژه‌ها [English]
- Interactive Behavior
- Proponent
- Brand Community
- Social Media
- Football
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