Document Type : Research Paper
Authors
1 Master of Sport Management, Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Imam Reza International, Mashhad
2 Assistant Professor, Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Imam Reza International, Mashhad, Iran.
3 Ph.D of Sport Management, Faculty of Physical Education and Sport Sciences, University of Allameh Tabataba’I, Tehran, Iran
4 Assistant Professor, Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran.
Abstract
The purpose of the current research was to identify and model the dimensions of the development of sport entertainment businesses in social networks. The statistical population included all the experts, specialists, and activists of sports entertainment businesses in social networks, of which 384 people were selected as a sample by random sampling. In order to collect data, a researcher-made questionnaire was used. 11 experts confirmed the validity of the questionnaire, and its reliability was obtained using Cronbach's alpha above 0.7. Descriptive and inferential statistics were used in data analysis. Based on the results, it was found that the first and second order models of factors affecting the development of sports entertainment businesses in social networks have been confirmed and both models have a good fit. Also, the components of the communication channel with the audience and customers, culture and lifestyle, financial and economic, and entrepreneurship had the greatest impact on the development of sports entertainment businesses in social networks, respectively. The results of the current research on the need to pay attention to the factor of measuring the needs of sports customers, developing communication channels, paying attention to the factor of quality, service and customer satisfaction, being a brand, advertising and marketing, creating culture and designing an attractive and creative Instagram or website and creating new ideas and Up-to-date is emphasized.
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