شناسایی و رتبه‌بندی انگیزه‌های دنبال کردن تیم‌های ورزشی در اینستاگرام بر اساس نظریه لذت و استفاده (نمونه مورد مطالعه: تیم پرسپولیس تهران)
محورهای موضوعی :
مدیریت دانش
عابد محمودیان
1
,
سعید صادقی بروجردی
2
,
سارا غریبی
3
,
مجتبی قاسمی سیانی
4
1 - دانشجوی دکتری مدیریت ورزشی، دانشگاه کردستان
2 - استاد مدیریت ورزشی، دانشگاه کردستان
3 - کارشناسی ارشد مدیریت ورزشی، دانشگاه کردستان
4 - دکتری مدیریت ورزشی، دانشگاه کردستان
تاریخ دریافت : 1400/04/24
تاریخ پذیرش : 1400/07/07
تاریخ انتشار : 1400/11/01
کلید واژه:
نظریه لذت و استفاده,
انگیزه هواداران,
تیم‌های ورزشی فوتبال,
شبکه اجتماعی اینستاگرام,
چکیده مقاله :
هدف از پژوهش حاضر شناسایی و رتبه‌بندی انگیزه‌های دنبال کردن تیم‌های ورزشی در اینستاگرام بر اساس نظریه لذت و استفاده (نمونه مورد مطالعه: تیم پرسپولیس تهران) بود. تحقیق حاضر توصیفی- پیمایشی بوده و کلیۀ دانشجویان هوادار تیم فوتبال پرسپولیس در دانشگاه کردستان که صفحه رسمی باشگاه پرسپولیس را در اینستاگرام را دنبال می‌کردند به عنوان جامعه آماری در نظر گرفته شدند که از این تعداد 400 نفر بصورت در دسترس به عنوان نمونه انتخاب شدند. ابزار مورد استفاده شامل پرسشنامه 18 سوالی انگیزه‌های دنبال‌کنندگان صفحات شبکه‌های اجتماعی سازمان‌های ورزشی بود. به منظور بررسی روایی صوری پرسشنامه از نظرات اساتید مدیریت ورزشی و برای بررسی روایی محتوایی از مدل لاوشه و همسانی درونی آنها از طریق آلفای کرونباخ تأیید شد. از نرم افزار آماری SPSS و از روش‌های آمار توصیفی و استنباطی (آزمون رتبه‌بندی فریدمن، یو من ویتنی) به منظور تحلیل داده‌ها استفاده شد. نتایج نشان داد انگیزه‌های اطلاعات، حمایت تیم، سرگرمی، دانش فنی، گذر زمان و فرار از زندگی به ترتیب برای دنبال‌کنندگان تیم‌های ورزشی در اینستاگرام اولویت دارند. مدیران و مسئولین محتوای اینستاگرام تیم‌ها می‌بایست با آگاهی از نیازها، انگیزه‌ها و دلایل دنبال‌کنندگان در شبکه‌های اجتماعی، اقدام به تولید محتوای متناسب نموده تا موجبات برآورده شدن نیازهای دنبال‌کنندگان شده و درک لذت و تجربه بیشتری را برای آنان فراهم کرده و رضایتمندی آنان را کسب نمایند.
چکیده انگلیسی:
The purpose of this study was to identify and rank the motivation for sports teams in Instagram based on the uses and gratifications theory (Case study: Persepolis team of Tehran). The present study was descriptive-survey and all students of Persepolis football team at Kurdistan University who followed the official page of Persepolis Club at Instagram were considered as the statistical community, out of which 400 available selected as sample. The tools used included questionnaire 18 question motivating followers of social media pages of sports organizations from Lee et al. (2018). In order to evaluate the face validity of the questionnaire, the views of sports management professors and to verify the content validity of the Lawshe model and their internal consistency were confirmed by Cronbach's alpha. Data were analyzed using SPSS software and descriptive and inferential statistics (Friedman rank test, Yu Mann Whitney test). The results indicate that information incentives, team support, entertainment, technical knowledge, time lapse and life expectancy are prioritized for sports team followers on Instagram, respectively. Instagram team managers and officials should be aware of the needs, motivations and reasons for followers in social networks to produce relevant content in order to meet the needs of followers, and provide them with a sense of pleasure and experience for them and their satisfaction.
منابع و مأخذ:
Abeza, G., O’Reilly, N., Séguin, B., & Nzindukiyimana, O. (2015). Social media scholarship in sport management research: A critical review. Journal of Sport Management, 29(6), 601-618.
Anagnostopoulos, C., Parganas, P., Chadwick, S., & Fenton, A. (2018). Branding in pictures: using Instagram as a brand management tool in professional team sport organisations. European Sport Management Quarterly, 1-26.
Atieh Kar, Gh; Meshbaki, A; Naami, A. (2016). Factors influencing hedonistic purchases via Instagram, New Marketing Research, 6 (2), 18-1.(Persian).
Bowman, N. D., & Cranmer, G. (2014). SocialMediaSport: Theoretical implications for the reified relationship between spectator and performer. In A. Billings, & M. Hardin (Eds.), Handbook of sport and new media (pp. 213–234). London: Routledge
Clavio, G. (2008). Demographics and usage profiles of users of college sport message boards. International Journal of Sport Communication, 1(4), 434-443.
Clavio, G., & Kian, T. M. (2010). Uses and gratifications of a retired female athlete’s Twitter followers. International journal of sport communication, 3(4), 485-500.
Clavio, G., & Walsh, P. (2014). Dimensions of social media utilization among college sport fans. Communication & Sport, 2(3), 261-281.
De Vries, L., Gensler, S., & Leeflang, P. S. (2012). “Popularity of brand posts on brand fan pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, Volume 26, Issue 2,Pages 83-91.
Doyle, J. P., Su, Y., & Kunkel, T. (2020). Athlete branding via social media: examining the factors influencing consumer engagement on Instagram. European Sport Management Quarterly, pp.1-21. https://doi.org/10.1080/16184742.2020.1806897.
Dunne, Á., Lawlor, M. A., & Rowley, J. (2010). Young people's use of online social networking sites–a uses and gratifications perspective. Journal of Research in interactive Marketing, 4(1), 46-58.
Dwyer, B., & Kim, Y. (2011). For love or money: Developing and validating a motivational scale for fantasy football participation. Journal of Sport Management, 25(1), 70-83.
Filo, K., Lock, D., & Karg, A. (2015). Sport and social media research: A review. Sport management review, 18(2), 166-181.
Gibbs, C., O’Reilly, N., & Brunette, M. (2014). Professional team sport and Twitter: Gratifications sought and obtained by followers. International Journal of Sport Communication, 7(2), 188-213.
Green, M. R. (2016). The impact of social networks in the development of a personal sports brand. Sport, Business and Management: An International Journal, 6(3), 274-294.
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). “Consumer brand engagement in social media: Conceptualization, scale development and validation”. Journal of Interactive Marketing, Vol. 28 No.2, pp.149-165.
Hull, K., & Lewis, N. P. (2014). Why Twitter displaces broadcast sports media: A model. International Journal of Sport Communication, 7(1), 1633..
Jordan, J. S., Walker, M., Kent, A., & Inoue, Y. (2011). The frequency of nonresponse analyses in the Journal of Sport Management. Journal of sport Management, 25(3), 229-239.
Kang, S. J., Ha, J. P., & Hambrick, M. E. (2015). A mixed-method approach to exploring the motives of sport-related mobile applications among college students. Journal of Sport Management, 29(3), 272-290.
Katz, E., Blumler, J., & Gurevitch, M. (1974). Utilization of mass communication by the individual. In J. Blumler, & E. Katz (Eds.), The uses of mass communication: Current perspectives on gratifications research, Beverly Hills, CA: Sage Publications Inc. pp. 19–34.
Kim, Y., Sohn, D., & Choi, S. M. (2011). Cultural difference in motivations for using social network sites: A comparative study of American and Korean college students. Computers in human behavior, 27(1), 365-372.
Kunkel, T., & Biscaia, R. (2020). “Sport brands: Brand relationships and consumer behavior”. Sport Marketing Quarterly, Vol. 29 No.1, pp. 3-17.
Lasswell, H. (1948). The structure and function of communications in society. In L. Bryson (Ed.), The communication of ideas, New York: Harper & Row. pp.37–51.
Li, B., Dittmore, S. W., Scott, O. K., Lo, W. J., & Stokowski, S. (2019). Why we follow: Examining motivational differences in following sport organizations on Twitter and Weibo. Sport Management Review, 22(3), 335-347.
Li, B., Stokowski, S., Dittmore, S. W., & Scott, O. K. (2017). For better or for worse: The impact of social media on Chinese sports journalists. Communication & Sport, 5(3), 311-330.
Mahmoudian, A., Boroujerdi, S, S., H, T, M., (2021). Analysis of fans' responses to the brand characteristics of sports teams on Instagram (Case study: Esteghlal and Persepolis Tehran football teams), 10.30473/JSM.2021.56800.1492.
Meng, M. D., Stavros, C., & Westberg, K. (2015). Engaging fans through social media: implications for team identification. Sport, Business and Management: an international journal, 5(3), 199-217.
Osokin, N. (2019). “User engagement and gratifications of NSO supporters on Facebook: Evidence from European football”. International Journal of Sports Marketing and Sponsorship, Vol.20, No.1, pp. 61–80.
Park, J. A., Li, B., & Dittmore, S. W. (2015). What motivates Chinese sports fans to subscribe to athletes’ social networking service accounts? Journal of the Korean Society of Industrial Academia and Technology, 16(2), 1064-1072.
Ruihley, B. J., & Hardin, R. L. (2011). Message boards and the fantasy sport experience. International Journal of Sport Communication, 4(2), 233-252.
Schreiner, M., Fischer, T., & Riedl, R. (2021). Impact of content characteristics and emotion on behavioral engagement in social media: literature review and research agenda. Electronic Commerce Research, 21(2), 329-345
Scott, O. K. M., Naylor, M., & Bruffy, K. (2017). Social media, fan engagement and global sport. In N. Scheulenkorf, & S. Frawley (Eds.), Critical issues in global sport management, London, UK: Routledge. pp. 141–151.
Seo, W. J., & Green, B. C. (2008). Development of the motivation scale for sport online consumption. Journal of Sport Management, 22(1), 82-109.
Stafford, T. F., Stafford, M. R., & Schkade, L. L. (2004). Determining uses and gratifications for the Internet. Decision sciences, 35(2), 259-288.
Statista (2019a). Social media - Statistics & Facts. Available at: https://www.statista.com/topics/1164/social-networks/ [accessed on 9 October 2019].
Vale, L., & Fernandes, T. (2018). Social media and sports: driving fan engagement with football clubs on Facebook. Journal of Strategic Marketing, 26(1), 37-55.
Williams, J., & Chinn, S. J. (2010). Meeting relationship-marketing goals through social media: A conceptual model for sport marketers. International Journal of Sport Communication, 3(4), 422-437.
Witkemper, C., Lim, C. H., & Waldburger, A. (2012). Social media and sports marketing: Examining the motivations and constraints of Twitter users. Sport Marketing Quarterly, 21(3), 1-20.
Yan, J. (2011). Social media in branding: Fulfilling a need. Journal of Brand Management, 18(9), 688-696.
_||_
Abeza, G., O’Reilly, N., Séguin, B., & Nzindukiyimana, O. (2015). Social media scholarship in sport management research: A critical review. Journal of Sport Management, 29(6), 601-618.
Anagnostopoulos, C., Parganas, P., Chadwick, S., & Fenton, A. (2018). Branding in pictures: using Instagram as a brand management tool in professional team sport organisations. European Sport Management Quarterly, 1-26.
Atieh Kar, Gh; Meshbaki, A; Naami, A. (2016). Factors influencing hedonistic purchases via Instagram, New Marketing Research, 6 (2), 18-1.(Persian).
Bowman, N. D., & Cranmer, G. (2014). SocialMediaSport: Theoretical implications for the reified relationship between spectator and performer. In A. Billings, & M. Hardin (Eds.), Handbook of sport and new media (pp. 213–234). London: Routledge
Clavio, G. (2008). Demographics and usage profiles of users of college sport message boards. International Journal of Sport Communication, 1(4), 434-443.
Clavio, G., & Kian, T. M. (2010). Uses and gratifications of a retired female athlete’s Twitter followers. International journal of sport communication, 3(4), 485-500.
Clavio, G., & Walsh, P. (2014). Dimensions of social media utilization among college sport fans. Communication & Sport, 2(3), 261-281.
De Vries, L., Gensler, S., & Leeflang, P. S. (2012). “Popularity of brand posts on brand fan pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, Volume 26, Issue 2,Pages 83-91.
Doyle, J. P., Su, Y., & Kunkel, T. (2020). Athlete branding via social media: examining the factors influencing consumer engagement on Instagram. European Sport Management Quarterly, pp.1-21. https://doi.org/10.1080/16184742.2020.1806897.
Dunne, Á., Lawlor, M. A., & Rowley, J. (2010). Young people's use of online social networking sites–a uses and gratifications perspective. Journal of Research in interactive Marketing, 4(1), 46-58.
Dwyer, B., & Kim, Y. (2011). For love or money: Developing and validating a motivational scale for fantasy football participation. Journal of Sport Management, 25(1), 70-83.
Filo, K., Lock, D., & Karg, A. (2015). Sport and social media research: A review. Sport management review, 18(2), 166-181.
Gibbs, C., O’Reilly, N., & Brunette, M. (2014). Professional team sport and Twitter: Gratifications sought and obtained by followers. International Journal of Sport Communication, 7(2), 188-213.
Green, M. R. (2016). The impact of social networks in the development of a personal sports brand. Sport, Business and Management: An International Journal, 6(3), 274-294.
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). “Consumer brand engagement in social media: Conceptualization, scale development and validation”. Journal of Interactive Marketing, Vol. 28 No.2, pp.149-165.
Hull, K., & Lewis, N. P. (2014). Why Twitter displaces broadcast sports media: A model. International Journal of Sport Communication, 7(1), 1633..
Jordan, J. S., Walker, M., Kent, A., & Inoue, Y. (2011). The frequency of nonresponse analyses in the Journal of Sport Management. Journal of sport Management, 25(3), 229-239.
Kang, S. J., Ha, J. P., & Hambrick, M. E. (2015). A mixed-method approach to exploring the motives of sport-related mobile applications among college students. Journal of Sport Management, 29(3), 272-290.
Katz, E., Blumler, J., & Gurevitch, M. (1974). Utilization of mass communication by the individual. In J. Blumler, & E. Katz (Eds.), The uses of mass communication: Current perspectives on gratifications research, Beverly Hills, CA: Sage Publications Inc. pp. 19–34.
Kim, Y., Sohn, D., & Choi, S. M. (2011). Cultural difference in motivations for using social network sites: A comparative study of American and Korean college students. Computers in human behavior, 27(1), 365-372.
Kunkel, T., & Biscaia, R. (2020). “Sport brands: Brand relationships and consumer behavior”. Sport Marketing Quarterly, Vol. 29 No.1, pp. 3-17.
Lasswell, H. (1948). The structure and function of communications in society. In L. Bryson (Ed.), The communication of ideas, New York: Harper & Row. pp.37–51.
Li, B., Dittmore, S. W., Scott, O. K., Lo, W. J., & Stokowski, S. (2019). Why we follow: Examining motivational differences in following sport organizations on Twitter and Weibo. Sport Management Review, 22(3), 335-347.
Li, B., Stokowski, S., Dittmore, S. W., & Scott, O. K. (2017). For better or for worse: The impact of social media on Chinese sports journalists. Communication & Sport, 5(3), 311-330.
Mahmoudian, A., Boroujerdi, S, S., H, T, M., (2021). Analysis of fans' responses to the brand characteristics of sports teams on Instagram (Case study: Esteghlal and Persepolis Tehran football teams), 10.30473/JSM.2021.56800.1492.
Meng, M. D., Stavros, C., & Westberg, K. (2015). Engaging fans through social media: implications for team identification. Sport, Business and Management: an international journal, 5(3), 199-217.
Osokin, N. (2019). “User engagement and gratifications of NSO supporters on Facebook: Evidence from European football”. International Journal of Sports Marketing and Sponsorship, Vol.20, No.1, pp. 61–80.
Park, J. A., Li, B., & Dittmore, S. W. (2015). What motivates Chinese sports fans to subscribe to athletes’ social networking service accounts? Journal of the Korean Society of Industrial Academia and Technology, 16(2), 1064-1072.
Ruihley, B. J., & Hardin, R. L. (2011). Message boards and the fantasy sport experience. International Journal of Sport Communication, 4(2), 233-252.
Schreiner, M., Fischer, T., & Riedl, R. (2021). Impact of content characteristics and emotion on behavioral engagement in social media: literature review and research agenda. Electronic Commerce Research, 21(2), 329-345
Scott, O. K. M., Naylor, M., & Bruffy, K. (2017). Social media, fan engagement and global sport. In N. Scheulenkorf, & S. Frawley (Eds.), Critical issues in global sport management, London, UK: Routledge. pp. 141–151.
Seo, W. J., & Green, B. C. (2008). Development of the motivation scale for sport online consumption. Journal of Sport Management, 22(1), 82-109.
Stafford, T. F., Stafford, M. R., & Schkade, L. L. (2004). Determining uses and gratifications for the Internet. Decision sciences, 35(2), 259-288.
Statista (2019a). Social media - Statistics & Facts. Available at: https://www.statista.com/topics/1164/social-networks/ [accessed on 9 October 2019].
Vale, L., & Fernandes, T. (2018). Social media and sports: driving fan engagement with football clubs on Facebook. Journal of Strategic Marketing, 26(1), 37-55.
Williams, J., & Chinn, S. J. (2010). Meeting relationship-marketing goals through social media: A conceptual model for sport marketers. International Journal of Sport Communication, 3(4), 422-437.
Witkemper, C., Lim, C. H., & Waldburger, A. (2012). Social media and sports marketing: Examining the motivations and constraints of Twitter users. Sport Marketing Quarterly, 21(3), 1-20.
Yan, J. (2011). Social media in branding: Fulfilling a need. Journal of Brand Management, 18(9), 688-696.
