Document Type : Research Paper
Authors
1 Ph.D Student 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.
Abstract
The purpose was to design an optimal model for personal branding of professional athletes on Instagram and its role on sports migration. The method was mixed and the qualitative information was obtained from library experts through semi-structured interviews with 15 experts. 4 factors and 52 indicators were identified and questionnaire was developed. The statistical population included professional athletes active on Instagram and a total of 520 samples were considered. PLS2 was used to model the structural equations. The results of confirmatory factor analysis were obtained after three stages of correction, four factors: functional with 7, personal with 12, social with 13 and ethical with 8 indicators, a total of 40. The internal reliability, item reliability, convergent and divergent validity and path coefficients as well as the R2 of the model were fitted and confirmed. The goodness of fit index was calculated to be 0.48 and was appropriate. The results showed that the personal brand of athletes has an effect on sports migration (B= 0.44 and T = 17.11). The effect of social factors equal to 0.185 and personal equal to 0.384 and were significant at the level of P <0.01, but functional and moral had no significant effect. The value of R2 showed that the four factors of athletes' personal brand explain about 48% of the causes of sports migration. Finally, despite the various factors that cause migration, the migration of athletes is part of the global sports process, and the media facilitates this process by disseminating information quickly.
Keywords
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