Document Type : Research Paper
Authors
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
Abstract
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).
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