Sport Management Studies

Investigating the Effective Factors on Improving Modeling of Athletes in Cyberspace

Document Type : Research Paper

Authors

1 Assistant Professor of Sport Management, Department of Physical Education, Bandargaz Branch, Islamic Azad University, Bandargaz, Iran

2 Assistant Professor of Sport Management, Department of Physical Education, Gorgan Branch, Islamic Azad University, Gorgan, Iran

3 Instructor of Sport Management, Department of Physical Education, Borujen Branch, Islamic Azad University, Borujen, Iran

Abstract
The purpose of this study was to investigate the factors affecting the modeling of athletes in cyberspace. The present study is a descriptive analytical study that was conducted field experiment. The statistical community comprised all of the experts and academic staff who had expertise in the field of media issues and modeling. The data gathering tool in this study was a researcher-made questionnaire based on the three-dimensional model. Electricity method was used to rank the factors. All data analysis process was performed using Electre SoLver software. In this research, the number of 17 factors influencing the improvement of athlete modeling in cyberspace was identified. According to the results, it has been found that the establishment of a database on the country's moral and value athletes with dominance 15, the creation of some incentive policies to encourage athletes to model in virtual dominance and the holding of national conferences in the presence of moral and value athletes. The 13 most important factors affecting the modeling of athletes in cyberspace. So, it turned out that; Athletes' role models in cyberspace need to be specifically considered. 

Keywords

Main Subjects

  1. Afthanorhan, W. M. A. B. W. (2013). A comparison of partial least square structural equation modeling (PLS-SEM) and covariance based structural equation modeling (CB-SEM) for confirmatory factor analysis. International Journal of Engineering Science and Innovative Technology, 2(5), 198-205.‏
  2. Bardocz-Bencsik, M., Begović, M., & Dóczi, T. (2019). Star athlete ambassadors of sport for development and peace. Celebrity Studies, 4(6), 1-16.‏
  3. Boyle, R. (2006). Sports journalism. London: Sage.
  4. Brown, W., Basil, M., & Bocarnea, M. (2003). The influence of famous athletes on health beliefs and practices. Journal of Health Communication, 8(6), 41-57.
  5. Carrington, B. (2001). Postmodern blackness and the celebrity sports star: Ian Wright, “race” and English identity. Sport Stars: The Cultural Politics of Sporting Celebrity, 2(3), 102-23.‏
  6. Chung, H. (2003). Sport star vs rock star in globalizing popular culture similarities, difference and paradox in discussion of celebrities. International Review for the Sociology of Sport, 38(1), 99-108.‏
  7. Coakley, J., & Dunning, E. (Eds.). (2000). Handbook of sports studies. London: Sage.
  8. Darnell, S. C. (2010). Power, politics and “sport for development and peace”: Investigating the utility of sport for international development. Sociology of Sport Journal, 27(1), 54-75.‏
  9. Dedusenko, E. A. (2019). Sporting mega-events as catalysts for sustainability and tourism development in Russia. Journal of Environmental Management and Tourism (JEMT), 10(34), 346-53.‏
  10. Dugalić, S., & Lazarević, S. (2017). The impact of celebrity athlete endorsement on purchasing habits. Facta Universitatis, Series: Physical Education and Sport, 435-46.‏
  11. Fakhrasadat, Z. (2006). The study of the effectiveness of mass media in selecting the reference groups of bride adolescents in Tehran (Unpublished master's thesis). Islamic Azad University of Tehran, Tehran, Iran. (in Persian).
  12. Fink, J. S. (2015). Female athletes, women's sport, and the sport media commercial complex: Have we really “come a long way, baby”? Sport Management Review, 18(3), 331-42.‏
  13. Forman, G. (2015). Fab fashion. Alternatives Journal, 41(4), 10-1.
  14. Ghasemi, H. (2007). The role of media in the development of sport in Iran (Unpublished doctoral dissertation). Islamic Azad University, Science and Research Branch, Tehran, Iran. (in Persian).
  15. Hartmann, D., & Kwauk, C. (2011). Sport and development: An overview, critique, and reconstruction. Journal of Sport and Social Issues, 35(3), 284-305.‏
  16. Lawshe, C. H. (1975). A quantitative approach to content validity 1. Personnel Psychology, 28(4), 563-75.‏
  17. Lee, J. S., Kwak, D. H., & Braunstein-Minkove, J. R. (2016). Coping with athlete endorsers’ immoral behavior: Roles of athlete identification and moral emotions on moral reasoning strategies. Journal of Sport Management, 30(2).
  18. McInnis, K. A. (2016). The Houston Texans TwEAT Healthy program: Using professional athletes as role models to prevent adolescent obesity (Doctoral dissertation).
  19. Mehrabi, M. (2012). Modeling the media of sports figures and its impact on young and adolescent audiences, (Unpublished master's thesis). Allameh Tabataba'i University, Tehran, Iran. (in Persian).
  20. Miller, F. M., & Laczniak, G. R. (2011). The ethics of celebrity–athlete endorsement: What happens when a star steps out of bounds? Journal of Advertising Research, 51(3), 499-510.‏
  21. Mohamed, A. H. A., Mahmoud, D. K., & Elmogy, K. A. S. (2016). Impact of athlete role model on the behavioural intentions of the youth in Egypt. International Journal of Customer Relationship Marketing and Management (IJCRMM), 7(4), 27-39.‏
  22. Najafi Zadeh, M, & Zahedi, S. (2017). Pathology of personnel performance management system in Qazvin University of Medical Sciences Using the Tricycle Model. Journal of Management Development, 25, 59-69. (in Persian).
  23. Osborne, A., Sherry, E., & Nicholson, M. (2016). Celebrity, scandal and the male athlete: A sport media analysis. European Sport Management Quarterly, 16(3), 255-73.‏
  24. Pinto, S., Balenzuela, P., & Dorso, C. O. (2016). Setting the agenda: Different strategies of a mass media in a model of cultural dissemination. Physica A: Statistical Mechanics and its Applications, 45(4), 378-90.‏
  25. Rubin, G. D., & Abramson, R. G. (2018). Creating value through incremental innovation: Managing culture, structure, and process. Radiology, 288(2), 330-40.
  26. Shaller, J. (2013). Female athletes in the media: Under representation and inadequacy. The Review: A Journal of Undergraduate Student Research, 8(1), 50-5.‏
  27. Smart, B. (2018). Consuming Olympism: Consumer culture, sport star sponsorship and the commercialisation of the Olympics. Journal of Consumer Culture, 18(2), 241-60.
  28. Stiffler, M. R., Sanfilippo, J. L., Brooks, M. A., & Heiderscheit, B. C. (2015). Star Excursion Balance Test performance varies by sport in healthy division I collegiate athletes. Journal of Orthopaedic & Sports Physical Therapy, 45(10), 772-80.
  29. Whannel, G. (1992). Fields in vision: Television sport and cultural transformation. Psychology Press.‏
  30. Zhou, F., Mou, J., Su, Q., & Wu, Y. C. J. (2020). How does consumers' Perception of Sports Stars' Personal Brand Promote Consumers’ brand love? A mediation model of global brand equity. Journal of Retailing and Consumer Services, 54, 25-39.
Sport Management Studies
Volume 12, Issue 63
November and December 2020
Pages 69-88

  • Receive Date 21 December 2019
  • Revise Date 08 June 2020
  • Accept Date 20 June 2020

Home

Publication Ethics

Submit Manuscript

News

Journal Metrics

Contact Us