مطالعات مدیریت ورزشی

تدوین مدل ارتباط شبکه های اجتماعی با بازاریابی اجتماعی در توسعه ورزش همگانی ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناس ارشد مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران

2 دانشیار مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی دانشگاه تهران، تهران، ایران

3 استاد مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران

چکیده
هدف پژوهش حاضر مدلسازی ارتباط شبکه های اجتماعی با بازاریابی اجتماعی در توسعه ورزش همگانی ایران بود. این پژوهش از لحاظ هدف کاربردی، از نظر گردآوری اطلاعات توصیفی- پیمایشی و از نوع همبستگی و به طور مشخص از روش مدل‌یابی معادلات ساختاری استفاده شد. جامعه آماری این پژوهش، مشتریان باشگاه‌های ورزشی وابسته به اداره ورزش و جوانان شهر تهران بودند که حداقل شش ماه سابقۀ عضویت در باشگاه داشتند و در شبکه های اجتماعی نیز فعال بودند. از طریق روش نمونه‌گیری خوشه‌ای، پنج منطقه از بین مناطق 22 گانۀ شهر تهران انتخاب شد. از هر منطقۀ منتخب هشت باشگاه و از هر باشگاه ده نفر به صورت تصادفی انتخاب شدند. حجم نمونه با استفاده از جدول مورگان 384 نفر تعیین شد. در این پژوهش از سه پرسشنامه شبکه های اجتماعی ویسی (1396)، پرسشنامه بازاریابی اجتماعی دبسی (1398) و پرسشنامه توسعه ورزش همگانی بابایی و همکاران (1398) استفاده شد. روایی پرسشنامه ها با نظر اساتید متخصص مورد بررسی و تایید قرار گرفت و پایایی آن نیز با استفاده از آزمون آلفای کرونباخ به دست آمد. تحلیل داده‌ها با کمک نرم‌افزارهای SPSS نسخه 23 و Smart PLS نسخه 3 در سطح خطای 05/0 انجام شد. با توجه به نتایج تحقیق، مشخص شد که شبکه‌های اجتماعی بر توسعه ورزش همگانی تأثیر مثبت و معناداری دارد (471/0=β، 001/0=P). تأثیر اعتماد و اطلاع‌رسانی بر توسعه ورزش همگانی مثبت و معنادار بود (297/0=β، 001/0=P)، اما تأثیر مؤلفه تنوع و گستردگی بر توسعه ورزش همگانی تفاوت معناداری ندارد (062/0=β، 508/0=P).

کلیدواژه‌ها

عنوان مقاله English

Developing a Model of the Relationship between Social Networks and Social Marketing in the Development of Sports for All in Iran

نویسندگان English

  • Fatemeh Haji 1
  • mehrzad hamidi 2
  • Seyed Nasrollah Sajadi 3
1 MSc. in Sport Management, Faculty of Physical Education and Sport Science, University of Tehran, Tehran, Iran
2 Associate Professor of Sport Management, Faculty of Physical Education and Sports Sciences, University of Tehran, Tehran, Iran
3 Professor of Sport Management, Faculty of Physical Education and Sport Science, University of Tehran, Tehran, Iran
چکیده English

The aim of this study was to model the relationship between social networks and social marketing in the development of public sports in Iran. This research was applied in terms of purpose, In terms of collecting information was descriptive-survey and correlation type and specifically the structural equation modeling method was used.This research was conducted in terms of applied purpose, in terms of data collection as a descriptive-survey research and correlation type and specifically structural equation modeling. The statistical population of this study was the customers of sports clubs affiliated to the Sports and Youth Department of Tehran who had at least six months of club membership and were also active in social networks. Through cluster sampling method, five regions were selected from 22 districts of Tehran. Eight clubs from each selected region and ten people from each club were randomly selected. The sample size was determined using Morgan table 384 people. In this study, three questionnaires of Weiss social networks (2017), Debsi social marketing questionnaire (2019) and public sports development questionnaire of Babaei et al. (2019) were used. The validity of the questionnaires was evaluated and confirmed by expert professors and its reliability was obtained using Cronbach's alpha test. Data analysis was performed using SPSS software version 23 and Smart PLS version 3 at the error level of 0.05. According to the research results, it was found that social networks have a positive and significant effect on the development of public sports (β = 0.471, P = 0.001).

کلیدواژه‌ها English

  • Cyberspace
  • Sports Clubs
  • Sports Development
  • Sports Marketing
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مطالعات مدیریت ورزشی
دوره 16، شماره 83
فروردین و اردیبهشت 1403
صفحه 195-214

  • تاریخ دریافت 25 خرداد 1401
  • تاریخ بازنگری 19 آذر 1401
  • تاریخ پذیرش 03 بهمن 1401

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