نوع مقاله : پژوهشی اصیل
نویسندگان
1 استادیار، گروه تربیت بدنی، دانشگاه علوم انتظامی امین، تهران، ایران.
2 استادیار، گروه علوم ورزشی، دانشکده علوم انسانی، دانشگاه پیام نور، تهران، ایران.
3 کارشناس ارشد مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه شهید چمران اهواز، اهواز، ایران.
10.22051/sbj.2024.46355.1139
چکیده
هدف: این مطالعه با هدف بررسی عوامل مؤثر بر تعامل با برند صحه‌گذاری شدۀ فرد مشهور ورزشی در رسانه‌های اجتماعی (نقش تعدیل‌گر قابل اعتماد بودن فرد مشهور ورزشی) بود.
روش: از نظر هدف کاربردی، از لحاظ شیوه گردآوری توصیفی- همبستگی بود. جامعه آماری را کلیه مصرف‌کنندگان ورزشی در رسانه اجتماعی اینستاگرام تشکیل دادند. در این راستا در مجموع 370 نفر در تحقیق مشارکت داشتند. ابزار اندازه‌گیری پرسشنامه وی و لو (2013)، حسین و همکاران (2020) و آرای و همکاران (2013) بود. جهت بررسی روایی صوری پرسشنامه توسط اساتید مدیریت ورزشی مورد بررسی قرار گرفت. ارزیابی مدل بیرونی (پایایی ترکیبی، روایی همگرا و روایی واگرا) حاکی از برقرار بودن پایایی ابزار داشت.
یافته‌ها: ارزیابی مدل درونی حاکی از این بود که عملکرد ورزشی، جذابیت فرد مشهور و سبک زندگی بازاری فرد مشهور ورزشی تاثیر معنی‌داری در تعامل مصرف‌کنندگان با فرد مشهور ورزشی در رسانه‌های اجتماعی دارند. همچنین قابل اعتماد بودن نقش تعدیل‌گری مثبتی در رابطه بین تعامل مصرف‌کنندگان با فرد مشهور ورزشی در رسانه‌های اجتماعی با تعامل با برند صحه‌گذاری شده داشت.
اصالت و ابتکار مقاله: مطالعه حاضر مفاهیم مهمی را برای مدیریت افراد مشهور ورزشی و مدیریت برند ارائه می‌دهد. با توجه به مدیریت برند افراد مشهور ورزشی، یافته‌های تحقیق حاضر اهمیت سبک زندگی خارج از میدان را به عنوان یک دارایی ارزشمند برجسته میکند.
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