برازش مدل هم‌آفرینی ارزش رویدادهای ورزشی در رسانه‌های اجتماعی: مطالعه موردی رویدادهای والیبال ایران
محورهای موضوعی : مطالعات جامعه شناسی ورزشی
محسن برجاس
1
,
حبیب محمدپور مقینی
2
*
,
حمید جنانی
3
,
جعفر برقی مقدم
4
1 - دانشجوی دکترای مدیریت ورزشی، دانشکده علوم انسانی، دانشگاه آزاد اسلامی، واحد تبریز، تبریز ، ایران
2 - استادیار مدیریت ورزشی، دانشکده علوم انسانی، دانشگاه آزاد اسلامی ، واحدتبریز، تبریز، ایران،
3 - استادیار مدیریت ورزشی، دانشکده علوم انسانی، دانشگاه آزاد اسلامی ، واحدتبریز، تبریز، ایران،
4 - استادیار مدیریت ورزشی، دانشکده علوم انسانی، دانشگاه آزاد اسلامی ، واحدتبریز، تبریز، ایران،
کلید واژه: هم‌آفرینی ارزش, رویدادهای ورزشی, رسانه‌های اجتماعی, رشته والیبال,
چکیده مقاله :
هدف: هم‌آفرینی ارزش، با تاکید بر ایجاد ارزش‌های مشترک بین هواداران، سازمان‌های ورزشی و تعامل مستمر بین آن‌ها، به نوع جدیدی از راهبرد در بازاریابی نوین خدمات ورزشی تبدیل شده است. در این راستا پژوهش حاضر با هدف برازش مدل هم‌آفرینی ارزش در رویدادهای ورزشی رشته والیبال در بستر رسانه‌های اجتماعی انجام شد.
روش‌شناسی: تحقیق از نظر هدف کاربردی است که با رویکرد آمیخته (کیفی-کمی) انجام شد. در بخش کیفی مصاحبه‌های نیمه ساختاریافته با 12 نفر از خبرگان شامل مدیران ارشد فدراسیون ورزشی والیبال و مربیان تیم‌های والیبال انجام شد. در بخش کمی، 392 نفر از هواداران رویدادهای لیگ برتر والیبال کشور در رسانه‌های اجتماعی، با روش نمونه‌گیری در دسترس، انتخاب شدند. ابزار جمع‌آوری داده‌ها پرسشنامه محقق ساخته بود.
یافته‌ها: بر اساس یافته‌ها الگوی پژوهش شامل 4 مضمون اصلی شامل عوامل مرتبط با باشگاه‌های لیگ، عوامل مرتبط با رسانه‌های اجتماعی، عوامل مرتبط با هواداران و عوامل محیطی، از برازش مناسبی برخوردار است.
نتیجه‌گیری: بر اساس نتایج این تحقیق سازمان‌های ورزشی می‌توانند، هم‌آفرینی ارزش در رویدادهای ورزشی رشته والیبال در بستر رسانه‌های اجتماعی را تحقق بخشیده و از خلق مشترک ارزش با ذینفعان بهره ببرند، این امر در نهایت، منجر به تقویت رشد و توسعه اجتماعی جامعه ورزشی کشور خواهد شد.
Objective: Value co-creation, with emphasizing creation of common values between fans, sports organizations and continuous interaction between them, has become a new type of strategy in modern sports services marketing. In this regard, the current research was done with the aim of fitting value co-creation model in volleyball sports events in social media's context.
Methodology: The research is applied in terms of purpose, which was done by mixed approach (qualitative-quantitative). In qualitative part, semi-structured interviews were conducted with 12 experts, including senior managers of volleyball sports federation and volleyball teams' coaches. In quantitative part, 392 premier volleyball league's fan in social media, were selected by available sampling method. Data collection tool was a researcher-made questionnaire.
Results: Based on the findings, the research model includes 4 main themes, including factors related to league clubs, factors related to social media, factors related to fans, and environmental factors, has appropriate fit.
Conclusion: Based on the results of research, sports organizations can realize the value co-creation in volleyball sports events in the context of social media and benefit from the joint creation of value with the stakeholders. This will finally lead to strengthening the growth and social development of the country's sports community.
Amanati A, sajjadi S N, Rajabi Noosh Abadi H, Hamidi M. (2020). Designing social media sports marketing model, New trends in sport management, 8 (29),73-86. (In Persian)
Amirosadat, N., shafiee, M., Hajipour, B., & soltanee, M. (2019). Identifying and Modeling Consumer Motivations for Participation in the Value Co-Creation in Beverage Industry (Zamzam Iran Co.). New Marketing Research Journal, 9(2), 53-76. (In Persian)
Behnam M, Dickson G, Delshab V, Gerke A, Savari Nikou P. (2023). The moderating effect of fan engagement on the relationship between fan knowledge and fan co-creation in social media. International Journal of Sports Marketing and Sponsorship. 4(4), 606-626
. Byon KK, Zhang J, Jang W. (2022). Examining the Value Co-Creation Model in Motor Racing Events: Moderating Effect of Residents and Tourists. Sustainability. 14(15), 9648
. Chen XMS, Schuster L, Luck E. (2023). The well-being outcomes of multi-actor inter-organisational value co-creation and co-destruction within a service ecosystem. Journal of Services Marketing, 37(9), 606-619
. Cheung ML, Pires GD, Rosenberger PJ, Leung WKS, Ting H. (2021). Investigating the role of social media marketing on value co-creation and engagement: An empirical study in China and Hong Kong. Australasian Marketing Journal. 29(2), 118-31
. Grohs R, Wieser VE, Pristach M. (2020). Value cocreation at sport events. European Sport Management Quarterly. 20(1), 69-87. Haghighi B, eidi H, shabani moghadam K. (2021). Developing a Model of Fan Engagement in Brand Value Co-Creation of the Premier Football League, New trends in sport management, 9 (34), 189-202 (In Persian)
Haghshenas, N., Hami, M., Shojaee, V., & Sanaei, M. (2021). Factors Influencing Talent Development in Iranian Volleyball (A Qualitative Approach). Strategic Studies on Youth and Sports, 20(53), 211-230. (In Persian)
Hasan Safih, F., Behnam, M., & sarlab, R. (2024). Fostering Co-Innovation through Value Co-Creation and Customer Knowledge in Sport Clubs: The Moderating Role of Cognitive Processing and Customers Behavioral Engagement. Sports Marketing Studies, 5(1), 19-34. (In persian)
Javashi Jadid, S., Taherikia, F., Jalali, S. M., & Tabrizian, B. (2020). Introducing a Model of Value Co-Creation with Customers in the Tourism Industry. Innovation Management in Defensive Organizations, 3(1), 119-146. (In Persian)
Jiang X, Mastromartino B, Yang Q, Zhang J, Zhang JJ. (2022). Influence of Consumer Interaction and Community Relationships on Value Co-Creation Willingness: A Mediation Model of Chinese Sports Brands. Sustainability. 15(1), 115
. Karimi, A., Ghasemi, H., & bahrami, S. (2023). Designing advertising patterns through social media, in order to influence the desire of customers of sports products. Sports Marketing Studies, 4(2), 1-19. (In Persian)
Keshtidar, M., Talebpour, M., Shirmohenji, F. (2011). Examining the current situation of Iranian volleyball by presenting an executive plan for continuous improvement, Journal of Sports Management Studies, 4(13), 13-32. (In Persian)
Kolyperas D, Maglaras G, Sparks L. (2019). Sport fans’ roles in value co-creation. European Sport Management Quarterly. 19(2), 201-20.
Kurdlo H, Elahi A, Khodayari A. (2020). The Relationship of Individuals’ Attitude toward Advertising Through Sports with Their Beliefs: A Study of Football Spectators. JRSM, 10 (20), 17-30 (In Persian)
Lee Y, Kim D-e. (2022). The influence of technological interactivity and media sociability on sport consumer value co-creation behaviors via collective efficacy and collective intelligence. International Journal of Sports Marketing and Sponsorship. 23(1),18-40
. Liu H, Tan KH, Pawar K, Zhang S, (2022). Sporting Resilience During Covid-19: The Value Co-creation Process on Sport Live-Streaming Platforms; Singapore: Springer Nature Singapore
. Monazami, A., Naghipour Givi, B., & Mohamadi torkamani, E. (2021). The social perceptions of Iranian spectators from hosting sports events (Study of Volleyball Men's Nations League). Research on Educational Sport, 9(22), 217-238. (In Persian)
Monazami, A., nazarian madavani, A., & Naghipour Givi, B. (2019). The Design of Structural Equation Model of Regional Identity and National Identity in Fans of Iran National Volleyball Teams. Sport Management Journal, 11(3), 597-609. (In Persian)
Monazami, A., Sokhte Zari, S., Haddadi, F., Rostaminejad, M., Gudarzi, M., and Ashrafi H. (2012). Compilation of selection criteria for national volleyball coaches of the country. Applied Researches in Sports Management, 2(2 (sequential 6)), 111-119. (In Persian)
Ramaswamy V, Gouillart FJ. (2010). The power of co-creation: Build it with them to boost growth, productivity, and profits: Simon and Schuster
. Roufegari nejad N, farahani A, safania A M, doroudian A A. (2022). Developing an Internet Marketing Model in Sports: A Case Study of Sports Facilities Development and Maintenance Company, 10 (38), 29-42 (In Persian)
Salehi, A., Norouzi seyed Hossini, R., Saffari, M. (2022). Relationship between brand equity of sports tourism destination and psychological factors of advertising messages (Case study: Mashhad aquatic Waves Land), Journal of Strategic Sociological Studies in Sport, 2(2)0, 127-139. (In Persian)
Tarighi, R., Ahmadi, H., Salehi Rostami, M. (2022). Identifying the factors affecting the Brand Associations of Iranian Futsal Premier League clubs, Journal of Strategic Sociological Studies in Sport, 1(2), 86-100. (In Persian)
Woratschek H, Horbel C, Popp B. (2020). Determining customer satisfaction and loyalty from a value co-creation perspective. The Service Industries Journal. 40(11-12), 777-99
. Ziaei ghochan atigh, N., Benesbordi, A., & Shooshi nasab, P. (2022). The Role of Social Media on Online Brand Community Identification And Loyalty of Mashhad Sports Club Customers. Sports Marketing Studies, 3(3), 67-38. (In persian)