farid ganji; sardar mohamadi
Abstract
AbstractThe purpose of this study was to analyze the life experience of professional athletes in the social network of Instagram. The research method was qualitative (phenomenology). The population of the present study was professional athletes who had more than two years of membership in the Instagram ...
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AbstractThe purpose of this study was to analyze the life experience of professional athletes in the social network of Instagram. The research method was qualitative (phenomenology). The population of the present study was professional athletes who had more than two years of membership in the Instagram social network. The theorical sampling was done and the data were collected until the researcher arrived at theoretical saturation (7 + 2). Semi-structured interview was used to collect data. Also, for analyzing the data obtained from the interview, thematic analysis was used. Finally, the main themes followed the integration, integration, and deletion of other themes, and the researcher(Proper techniques for the correct decision) chose themes that benefit from more fruitful research results. The findings included three main themes: liking and commenting, fooling, gaining support. To analyze the data obtained from the interview, the software was used to categorize and categorize the qualitative data of the NVIVO version 10.
Arash zarei; sardar mohammadi
Abstract
Objective: The aim of the present study was to investigate the effect of social media-based marketing activities on the intention of the presence of fans with the mediating role of team identity and satisfaction (case study of Esteghlal's Instagram page).Methodology: Descriptive-correlational research ...
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Objective: The aim of the present study was to investigate the effect of social media-based marketing activities on the intention of the presence of fans with the mediating role of team identity and satisfaction (case study of Esteghlal's Instagram page).Methodology: Descriptive-correlational research method and statistical population of the study, including all fans of Esteghlal Football Cultural and Sports Club, which 434 questionnaires were collected and analyzed online on Cafe Pardazesh website. Sevo Park's social marketing questionnaire, the intention of Aachen spectators, Oliver's satisfaction and Trail and James' team identity questionnaire were used to collect data. Descriptive statistics and structural equation modeling were used to analyze the data.Results: The findings showed that social media marketing has an effect on team identity, satisfaction and intention to be present, team identity affects the satisfaction and intention of the presence of the fan and the satisfaction of the fan has an effect on the intention to attend. Team identity does not play a mediating role between social media marketing in terms of fan presence, and contentment plays a mediating role between social media marketing in terms of fan presence.Conclusion: Today, traditional customer relationship management methods are not responsive to management. For this reason, various organizations and industries have considered using attractive methods in social media to attract their audiences.
