نوع مقاله : مقاله علمی پژوهشی

نویسندگان

• محمد فرجی ¹
• سیدجعفر موسوی ²
• فرشاد امامی ³

¹ دانشجوی دکتری مدیریت ورزشی، واحد آیت اله آملی، دانشگاه آزاد اسلامی، آمل، ایران

² دانشیار گروه تربیت بدنی و علوم ورزشی، واحد قائم شهر، دانشگاه آزاد اسلامی، قائم شهر، ایران

³ استادیار گروه مدیریت ورزشی، واحد آیت اله آملی، دانشگاه آزاد اسلامی ، آمل، ایران

چکیده

هدف از انجام تحقیق طراحی مدل مطلوب برندسازی شخصی ورزشکاران حرفه­ای در اینستاگرام و نقش آن بر مهاجرت ورزشی بود. روش تحقیق آمیخته به‌صورت کیفی و کمی و اطلاعات بخش کیفی با استفاده از مطالعات کتابخانه­ای و مصاحبه نیمه ساختارمند از 15 نفر از خبرگان به دست آمد. متعاقباً با تکنیک دلفی غربالگری صورت گرفت که 4 عامل و 52 شاخص شناسایی و براین اساس پرسشنامه 52 سؤالی تدوین شد. جامعه آماری شامل ورزشکاران حرفه­ای فعال در اینستاگرام و برای تعیین حجم نمونه به ازای هر عامل 10 نمونه، درمجموع 520 نمونه در نظر گرفته شد. برای مدل‌سازی معادلات ساختاری از نرم‌افزار SmartPLS2 استفاده شد. نتایج تحلیل عاملی تأییدی بعد از سه مرحله اصلاح، چهار عامل 1-عملکردی با 7 شاخص 2-شخصی با 12 شاخص 3-اجتماعی با 13 شاخص و 4-اخلاقی با 8 شاخص، درمجموع 40 شاخص به دست آمد. از طریق بررسی پایایی درونی، پایایی گویه‌ها، روایی همگرا و واگرا و ضرایب معناداری مسیرها و همچنین میزان R2 مدل مورد برازش و تأیید قرار گرفت. شاخص نیکویی برازش (گاف) برابر 48/0 محاسبه شد که بسیار مناسب بود. همچنین نتایج نشان داد که برند شخصی ورزشکاران بر روی مهاجرت ورزشی تأثیر دارد (44/0=(و 11/17 =T). میزان تأثیر عوامل اجتماعی برابر 0.185 و عوامل شخصی برابر 0.384 و در سطح P<0/01 معنی‌دار بودند ولی عوامل عملکردی و اخلاقی تأثیر معنی‌داری نداشتند. مقدار R2 نشان داد که عوامل چهارگانه برند شخصی ورزشکاران حدود 48 درصد از علل مهاجرت ورزشی را تبیین می‌کند. در نهایت علی رغم عوامل مختلفی که سبب مهاجرت می‌شود، مهاجرت ورزشکاران به‌عنوان بخشی از فرآیند ورزش جهانی است و رسانه‌ها با انتشار سریع اطلاعات این فرآیند را تسهیل می‌نمایند.

کلیدواژه‌ها

• برند شخصی
• رسانه
• منابع انسانی
• مهاجرت
• نخبگان

عنوان مقاله [English]

Designing an Optimal Model for Personal Branding of Professional Athletes on Instagram and its Role in Sports Migration

نویسندگان [English]

• Mohammad Faraji ¹
• Seyyed Jafar Moosavi ²
• Farshad Emami ³

¹ PhD Candidate of Sport Management, Ayatollah Amoli Branch, Islamic Azad University, Amol, Iran

² Associate Professor, Department of Physical Education, QaemShahr Branch, Islamic Azad University, QaemShahr, Iran

³ Assistant Professor, Department of Sport Management, Ayatollah Amoli Branch, Islamic Azad University, Amol, Iran.

چکیده [English]

The primary objective of this study is to establish a comprehensive model for the personal branding of professional athletes on Instagram, encompassing its impact on sports migration. To this end, a mixed-method research approach was adopted, wherein the qualitative section incorporated insights gleaned from library experts and semi-structured interviews with 15 experts. Following this, a Delphi screening technique was utilized, resulting in the identification of 4 significant factors and a total of 52 indicators. Upon completion, a 52-item questionnaire was formulated. The statistical population of this study includes professional athletes who are active users of Instagram. In order to determine the sample size for each factor (ranging from 10 samples), 520 individuals were selected. SmartPLS2 software was employed to model the structural equations and further analyze the collected data. Through the process of confirmatory factor analysis, four key factors emerged: 1) performance, comprised of 7 indicators; 2) personal, consisting of 12 indicators; 3) social, encompassing 13 indicators; and 4) ethical, with 8 indicators. Altogether, 40 distinct indicators were identified. The computed internal reliability, item reliability, convergent and divergent validity, and significance coefficients of the paths, as well as the R2 of the model, all demonstrated a high degree of suitability for further analysis. Moreover, the Goodness of Fit (GOF) was determined to be 0.48, falling within the ideal range. The analysis revealed a significant influence of athletes' personal brand on sports migration, with social factors (impact: 0.185) and personal factors (impact: 0.384) exerting a notable effect at the p < 0.01 level, while functional and moral factors showed no significant influence. Moreover, the R2 value indicated that the 4 factors of athletes' personal brand accounted for approximately 48% of the causes of sports migration.
Introduction
In the realm of professional sports, renowned athletes are pivotal elements of the business, often attaining great popularity amongst sports fans as human brands. Given the inherent risks of injuries or performance loss that may arise, athletes in the sports industry are considered as highly volatile products. This underscores the crucial importance for athletes to devise robust business strategies, where the personal brand acts as a powerful trademark that enhances their value and marketability. Furthermore, in recent times, the phenomenon of athlete migration in Iranian sports has been on the rise. According to the most recent statistics from the International Organization for Migration regarding Iran, the country occupies 69th place out of 188 other nations, with a migration rate of 3.4%, which includes coaches and athletes.
Literature Review
In the domain of personal branding, the findings of Banite et al. (2011) highlight that eight fundamental factors significantly influence the selection of a prominent athlete for product endorsement. These factors encompass: the bond shared by the audience with the athlete and the product, the alignment between the product and the athlete's field of expertise, the athlete's attractiveness, respectability, recognizability within society, trustworthiness, and the general interest in the athlete. In their study, Naqvi and colleagues (2019) identified 13 key categories and 70 distinct concepts, including aspects such as management style, professional commitment, internal and external factors, chivalry, harmony, competition style, attractiveness, and so forth. Building on this, Nazimi and colleagues (2020) further identified a total of 62 concepts, organized into 11 categories, and 4 main factors: athlete behaviors, personality traits, marketable lifestyle, and sports performance. Among these factors, "sports performance" stands out as the most influential in advancing the personal brand of professional athletes.
Numerous studies on personal branding have highlighted the crucial role of media, particularly social networks, in its formation, applicable to both athletes and non-athletes, including managers. In this context, Baidullah Khani and Kahrazeh (1400) have identified three significant factors that contributed to Trump's election as the president of the most powerful nation in the world: media narratives, performance style, and the reception/perception of the general public. Various studies have explored the causes of migration, yielding mixed results. Javadzadeh (2014) found that economic factors were a primary cause, while Qalipour and colleagues (1386) emphasized socio-theoretical justice and Aghazadeh (1394) underscored internal motives. Moghimi (2017) advocated for an effective management system to retain elites, while Shah-Abadi (2013) highlighted the influence of a lack of political and civil freedoms on elite migration. Grossi (2003) divided the factors influencing migration into four categories: economic, social, educational, and cultural, while Lenoir Towiz and Siuk (2021) underscored pull factors drawing players to work abroad and aspects deterring them from their country's sports system. Orliosky et al. (2018) emphasized a combination of individual, family, organizational, and national factors, while Ario et al. (2016) pointed to the quality of governance as a factor. Mitra et al. (2011) found increased political stability and, as outlined
Despite the significance of athletes' personal branding and its influence on sports migration, there has been relatively little research conducted in Iran, particularly within the virtual realm. Furthermore, existing studies in this domain have yielded varied outcomes. In our modern era, the topic of personal branding has become a prominent subject frequently discussed in social networks. Considering the significant role of social networks in building a personal brand, this research aims to identify the factors influencing the desired personal branding model of professional athletes on Instagram. Moreover, this study aspires to investigate the factors affecting sports migration, and ultimately explores the impact of athletes' personal branding on sports migration.
Methodolog
The research method utilized in the study combines both qualitative and quantitative approaches. In the first phase, library studies and semi-structured interviews were employed to identify indicators linked to the development of athletes' personal brands using the Data Theory approach rooted in grounded theory and Charmaz's structuralist viewpoint. Subsequently, existing data was coded, and a questionnaire was designed based on the researcher-developed model presented in the first stage. This allowed for the collection of quantitative data for testing the model. Ultimately, the study examined the impact of personal branding on sports migration.
Results
The research method utilized in the study combines both qualitative and quantitative approaches. In the first phase, library studies and semi-structured interviews were employed to identify indicators linked to the development of athletes' personal brands using the Data Theory approach rooted in grounded theory and Charmaz's structuralist viewpoint. Subsequently, existing data was coded, and a questionnaire was designed based on the researcher-developed model presented in the first stage. This allowed for the collection of quantitative data for testing the model. Ultimately, the study examined the impact of personal branding on sports migration. The analysis revealed that the personal brand of athletes indeed influences sports migration, with a path coefficient equal to 0.444. The t-value of 17.106 demonstrates a significant impact at the p < 0.01 level. The study further found that among the four factors of athletes' personal branding, two of them—social factors and personal factors—exerted a significant influence on sports migration at the p < 0.01 level. Meanwhile, functional and moral factors showed no significant effect on this phenomenon.
Conclusion
Social networks, particularly Instagram, have gained widespread popularity among users due to their distinctive features and characteristics. They have the potential to play a significant role in disseminating information and fostering interaction and communication on a global scale. The media and social networks not only influence the formation of athletes' personal branding but also, as the findings of this research demonstrated, are linked to the migration of athletes. This phenomenon is not solely relevant to athletes, but also pertains to individuals associated with sports networks such as club proprietors, managers, representatives, officials, and members of the media. The factors influencing migration are multifaceted and encompass not only economic aspects but also political, historical, geographical, sociological, and cultural factors. Consequently, to fully grasp the complex causes of migration, a comprehensive approach that goes beyond economic considerations and delves into broader societal dynamics is necessary.
Social media represents a novel public arena in the day-to-day lives of millions of individuals, fostering an environment where people can share, discuss, organize, and plan digitally, ultimately paving the way for collaboration. This change in communication patterns profoundly impacts interactions between people and within society, consequently transforming our social lives. The advent of these alternative communication channels is undoubtedly beneficial for migrants who make the decision to leave behind their family, friends, and homeland.
Social networking platforms like Instagram, Telegram, Facebook, Twitter, LinkedIn, and others serve a primary function of enabling individuals to forge and maintain strong ties with their country of origin, construct and preserve transnational networks, rapidly disseminate information, and establish more precise connections abroad. Transnational networks developed by immigrants in a digital space can significantly influence the migration process and, consequently, the immigrants themselves. In summary, sports migration has various positive and negative aspects, but considering the allure of countries accepting immigrants, the push of internal factors, and the absence of plans to improve the sports status, increase political stability, promote economic activities, expand social capital, establish justice and trust, ensure good governance, and effective leadership can effectively minimize the adverse effects of sports migration.

کلیدواژه‌ها [English]

• Personal Brand
• Professional Athletes
• Instagram
• Ssports Migration