Opportunities and challenges of using social networks in branding elite women athletes
Poster Presentation
Paper ID : 1539-SSRC
Authors
دانشگاه رازی
Abstract
Objective: Social networks as a tool for the development of sports and especially the coverage of women's sports and the broadcast of their competitions can have a significant impact on the tendency of more women towards sports activities and make them towards becoming a brand. push Therefore, the purpose of the current research is to identify the opportunities and challenges of using social networks in branding elite female athletes.
Methodology: It is a qualitative research method (based on data theory). The statistical population of the current research includes (opinions, professors, athletes and members of the media). Purposeful sampling method and snow neck technique were used for sampling to conduct in-depth interviews. The research tool was an interview that was conducted with 17 people. The validity of the research tool (interview) was examined and confirmed by the interviewees and then the expert professors, and the intra-subject agreement method was used to measure the reliability, and according to this method, the reliability value was equal to 0.89. In order to analyze the data, the method of data-based theory and Max Kyuda version 20 software were used.
Results: The findings of this research showed that the opportunities of using social networks in branding elite female athletes include: raising awareness through social networks, promoting women's sports through social networks, the influence of social networks Social development of women's sports infrastructure, creating a positive attitude towards women's sports and creating a culture in the field of women's sports. And also the challenges of using social networks in the branding of elite women athletes include: lack of proper coverage of women's sports, neglect of women's sports, unprofessional approach in producing sports programs for women and lack of awareness about the benefits of exercising. These categories themselves included a number of conceptual and open codes.
Conclusion: Therefore, based on the findings of the present research, we conclude that in order to develop the branding of women athletes, we should focus on the categories identified in this research and take action to improve the condition of women's sports through social networks.
Methodology: It is a qualitative research method (based on data theory). The statistical population of the current research includes (opinions, professors, athletes and members of the media). Purposeful sampling method and snow neck technique were used for sampling to conduct in-depth interviews. The research tool was an interview that was conducted with 17 people. The validity of the research tool (interview) was examined and confirmed by the interviewees and then the expert professors, and the intra-subject agreement method was used to measure the reliability, and according to this method, the reliability value was equal to 0.89. In order to analyze the data, the method of data-based theory and Max Kyuda version 20 software were used.
Results: The findings of this research showed that the opportunities of using social networks in branding elite female athletes include: raising awareness through social networks, promoting women's sports through social networks, the influence of social networks Social development of women's sports infrastructure, creating a positive attitude towards women's sports and creating a culture in the field of women's sports. And also the challenges of using social networks in the branding of elite women athletes include: lack of proper coverage of women's sports, neglect of women's sports, unprofessional approach in producing sports programs for women and lack of awareness about the benefits of exercising. These categories themselves included a number of conceptual and open codes.
Conclusion: Therefore, based on the findings of the present research, we conclude that in order to develop the branding of women athletes, we should focus on the categories identified in this research and take action to improve the condition of women's sports through social networks.
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