شناسایی و اولویت‌بندی کارکرد‌های اینستاگرام از دیدگاه زنان ورزشکار حرفه‌ای

غلامی, هانیه; صادقی بروجردی, سعید; محمودیان, عابد; کمانگر, حسام

doi:10.22059/jsm.2023.350885.3053

نوع مقاله : مقاله پژوهشی

نویسندگان

¹ گروه تربیت بدنی، دانشکدة علوم انسانی و اجتماعی، دانشگاه کردستان، سنندج، ایران

² گروه مدیریت ورزشی، دانشکدة تربیت بدنی و علوم ورزشی، دانشگاه رازی، کرمانشاه، ایران

10.22059/jsm.2023.350885.3053

چکیده

مقدمه: پژوهش حاضر با هدف شناسایی و اولویت‌بندی کارکردهای اینستاگرام از دیدگاه زنان ورزشکار حرفه‌ای انجام گرفت.
روش پژوهش: روش پژوهش حاضر به‌صورت آمیخته و از نوع طرح متوالی اکتشافی است. فاز کیفی با استفاده از روش تحلیل مضمون و فاز کمی با رویکرد تحلیل سلسله‌مراتبی انجام گرفت. روش نمونه‌گیری هدفمند بود. در بخش کیفی مصاحبة نیمه‌ساختاریافته و عمیق با 13 مشارکت‌کننده تا اشباع نظری صورت گرفت. در بخش کمی نیز پرسشنامة محقق‌ساخته جهت اولویت‌بندی مضامین بخش کیفی در میان 10 نفر از مشارکت‌کنندگان توزیع شد. برای تحلیل داده‌ها در بخش کیفی از نرم‌افزار NVivo و در بخش کمی نیز از نرم‌افزار Expert Choice استفاده شد.
یافته‌ها: یافته‌ها نشان داد کارکردهای اینستاگرام برای زنان ورزشکار شامل 49 مفهوم اولیه در 9 مضمون فرعی به‌ترتیب اولویت، کارکرد اجتماعی (با وزن 13/0)، اطلاع‌رسانی (با وزن 12/0)، سرگرمی (11با وزن /0)، کارکرد اقتصادی (با وزن 11/0)، تعامل (با وزن 11/0)، آموزش و کسب اطلاعات (با وزن 10/0)، کارکرد روان‌شناختی (با وزن 10/0)، ترویج رشته (با وزن 10/0) و خود-ابرازگری (09با وزن /0) دسته‌بندی شده‌اند.
نتیجه‌گیری: با توجه به نتایج می‌توان گفت سازمان‌های ورزشی، مدیران و آژانس‌ها و مشاوران بازاریابی ورزشی و خود ورزشکاران باید تولید محتوای حرفه‌ای را برای صفحات مجازی زنان ورزشکار مدنظر قرار دهند تا بستر پیاده‌سازی کارکردهای شناسایی‌شده فراهم شود و زمینة بهره‌مندی را تسهیل کرده و به پیامدهای مثبت بازاریابی دست پیدا کنند.

کلیدواژه‌ها

موضوعات

مدیریت ورزشی

عنوان مقاله [English]

Identifying and Prioritizing the Functions of Instagram from the Point of View of Professional Female Athletes

نویسندگان [English]

Hanyeh Qollami ¹
Saeed Sadeghi Boroujerdi ¹
Abed Mahmoudian ¹
Hesam Kamanger ²

¹ Department of Physical Education, Faculty of Humanities and social sciences, University of Kurdistan, Sanandaj, Iran

² Department of Sport Management, Faculty of Physical education and sports sciences, Razi University, Kermanshah, Iran

چکیده [English]

Introduction: The current research was conducted with the aim of identifying and prioritizing the functions of Instagram from the point of view of professional female athletes.
Methods: The method of the present research is mixed and of the type of sequential exploratory design. The qualitative phase was conducted using thematic analysis method and the quantitative phase was conducted using the hierarchical analysis approach. The sampling method was purposeful. In the qualitative part, a semi-structured and in-depth interview was conducted with 13 participants until theoretical saturation. In the quantitative part, a researcher-made questionnaire was distributed among 10 participants in order to prioritize the themes of the qualitative part. In order to analyze the data, NVivo software was used in the qualitative part and Expert Choice software was used in the quantitative part.
Results: The findings showed that the functions of Instagram for female athletes include 49 primary concepts in 9 sub-themes in order of priority; social function (with a weight of 0.13), information (with a weight of 0.12), entertainment (with a weight of 0.11), economic function (with a weight of 0.11), interaction (with a weight of 0.11), education and Information acquisition (with a weight of 0.10), psychological function (with a weight of 0.10), promotion of the field (with a weight of 0.10) and self-expression (with a weight of 0.09) are categorized.
Conclusion: According to the obtained results, it can be stated that sports organizations, managers and agencies and sports marketing consultants and the athletes themselves should consider the production of professional content for the virtual pages of female athletes in order to implement identification functions, Provided and facilitate the field of benefit and achieve positive marketing outcomes.

کلیدواژه‌ها [English]

Social media
Championship sports
Sports organizations
professional athletes
Mixed research

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نشریه مدیریت ورزشی

شناسایی و اولویت‌بندی کارکرد‌های اینستاگرام از دیدگاه زنان ورزشکار حرفه‌ای

مراجع

مراجع

دوره 16، شماره 4
دی 1403

شناسایی و اولویت‌بندی کارکرد‌های اینستاگرام از دیدگاه زنان ورزشکار حرفه‌ای

مراجع

مراجع

دوره 16، شماره 4دی 1403

دوره 16، شماره 4
دی 1403