Identifying effective factors in the production of digital content in the sports industry
Poster Presentation
Paper ID : 1416-SSRC
Authors
Nafiseh Naghibi1 , Mohammad Reza Esmaeilzadeh Ghandehari 2 , Hassan Fahim Devin3 , Hossein Peymanizad3
1دانشجوی دکتری گروه تربیت بدنی، واحد مشهد، دانشگاه آزاد اسلامی، مشهد، ایران
2دانشیارگروه تربیت بدنی، واحد مشهد، دانشگاه آزاد اسلامی، مشهد، ایران
3دانشیار گروه تربیت بدنی، واحد مشهد، دانشگاه آزاد اسلامی، مشهد، ایران
Abstract
Social networks are one of the newest achievements in information technology and also a novel approach in marketing therefor one of the important functions of cyberspace is to create a platform for digital content production. Digital content production is a significant service in the field of information technology that has been seriously on the agenda.The present research was conducted with the aim of identifying the factors affecting digital content production in the sports industry. The research method was mixed (qualitative-quantitative). The population of this study was based on purposive and snowball sampling methods, aimed at identifying the components affecting digital content production in the sports industry. Experts and specialists in the fields of media and digital marketing, broadcasting authorities, sports presenters and reporters, and sports journalists were invited to conduct in-depth interviews and to extract open, axial, and theoretical codes. Among them, the researchers were able to interview 28 experts in this field until theoretical saturation was achieved. For the analysis of the data of the present study, coding was used in the qualitative section and the method of interpretive structural modeling was used in the quantitative section. The results of the analysis of the interviews showed that 66 codes were extracted, which were classified into 12 categories including cultural-managerial issues, human resources, content robustness, content appropriateness, content volume, advertising effectiveness, stunning design, content quality, content subject matter, coordination, production agents' skills, and sophistication. Paying attention to the identified factors can facilitate the technical and non-technical groundwork for digital content production in the sports industry.
Keywords