The effect of sports media on attracting donors: Mediation role of individual and social responsibility
Poster Presentation
Paper ID : 1308-SSRC
Authors
1استادیار، گروه مدیریت ورزشی، دانشگاه پیام نور، مرکز شهر ری، تهران، ایران
2دانشجوی کارشناسی ارشد، گروه مدیریت ورزشی، مدیریت اماکن و تاسیسات ورزشی، دانشکاه پیام نور شهر ری
Abstract
Background: As an important part of the national economy, the sports industry plays a major role in adjusting the economic structure, stimulating economic growth, expanding employment channels, and developing the country. The voluntary motivation of donors is less expensive than that of the public sector in providing social and non-profit services. On the other hand, media activities can have positive and profound effects on donors and attract financial capital to sports.
Aim: The impact of sports media on attracting donors was through the mediation role of individual and social responsibility.
Methodology: The research method was descriptive-correlation. The statistical population of the research included sports managers and expert experts of the Ministry of Sports and Youth and faculty members of the sports management field in Tehran province. Because of the limited population, 225 people were selected by the general census method. The data collection tool was a researcher-made questionnaire, which was designed by examining the theoretical foundations and background of the research, and after validating (expert opinion) and reliability (Cronbach's alpha coefficient), it was distributed and completed among the statistical community. Data analysis was performed by confirmatory factor analysis and path analysis were performed using SmartPLS3.0 software.
Results: The results showed that sports media have a direct and significant effect on attracting donors. Sobel’s test in the analysis of mediating relationships showed that individual responsibility plays a mediating role in the influence of sports media on attracting donors, while social responsibility does not have a significant effect on their relationship.
Conclusion: Therefore, to attract the participation of donors, sports media should identify the factors that strengthen the individual motivation of sports donors and develop programs in this direction.
Aim: The impact of sports media on attracting donors was through the mediation role of individual and social responsibility.
Methodology: The research method was descriptive-correlation. The statistical population of the research included sports managers and expert experts of the Ministry of Sports and Youth and faculty members of the sports management field in Tehran province. Because of the limited population, 225 people were selected by the general census method. The data collection tool was a researcher-made questionnaire, which was designed by examining the theoretical foundations and background of the research, and after validating (expert opinion) and reliability (Cronbach's alpha coefficient), it was distributed and completed among the statistical community. Data analysis was performed by confirmatory factor analysis and path analysis were performed using SmartPLS3.0 software.
Results: The results showed that sports media have a direct and significant effect on attracting donors. Sobel’s test in the analysis of mediating relationships showed that individual responsibility plays a mediating role in the influence of sports media on attracting donors, while social responsibility does not have a significant effect on their relationship.
Conclusion: Therefore, to attract the participation of donors, sports media should identify the factors that strengthen the individual motivation of sports donors and develop programs in this direction.
Keywords