چکیده:
چکیده هدف این تحقیق بررسی تفاوت اثرگذاری انواع رسانههای ارتباطی بر روی هواداران تیمهای لیگ برتر فوتبال ایران بر اساس ویژگیهای دموگرافیک بود. تحقیق حاضر به لحاظ ماهیت و هدف، کاربردی و از حیث روش توصیفی مقایسهای و به لحاظ نوع جستجوی دادهها، کمی است که به شیوه میدانی انجام شد. تعداد 500 نفر به عنوان نمونه به پرسشنامه ویژگیهای دموگرافیک و پرسشنامه محقق ساخته 15 عبارتی اثرگذاری رسانههای ارتباطی بر هواداران به طور کاملا داوطلبانه و تصادفی پاسخ دادند. به منظور تجزیه و تحلیل دادهها از روشهای آمار توصیفی و آمار استنباطی و بسته نرم افزاری SPSS نسخه 26 استفاده شد. یافتههای پژوهش نشان داد که بین اثرگذاری انواع رسانههای ارتباطی بر اساس ویژگیهای دموگرافیک هواداران ورزشی لیگ برتر فوتبال تفاوت معنیداری وجود دارد. با توجه به نتایج پژوهش میتوان گفت که باشگاه فوتبال شهرخودرو با اطلاع از میزان اثرگذاری هر یک از رسانههای ارتباطی بر ویژگیهای دموگرافیک هواداران، میتوانند به صورت اثر بخش با هواداران خود ارتباط برقرار کند.
The marketing activities of sports clubs, companies and organizations have always been involved in effective internal and external forces. External forces are important and necessary environmental factors that indirectly affect the club or organization. These forces or factors include government regulation, economic climate, technology, political forces, and demographic characteristics related to customers and social trends. It is important for sports organizations to look at the changes in each of these forces (Asadollahi, 2018). It is this space: social networks play a very important and undeniable role due to their unique capabilities and abilities such as informing, informing, strengthening the expansion of communication between people, mobilizing power in various social, cultural, political and other fields. Play (kordlu, ali mohammadi, Moharram Zadeh & Azizian Kohan, 2021). Research on sports consumer behavior is the testing of theories in natural populations to better develop measures for sports marketing and to increase and maintain consumer demand for sports products and services (Tojari, Abu Darda, 2011). Considering the social, economic and political benefits of sport, the problem for sports marketers is to understand the complexity of human behavior in identifying key elements
of the decision-making process and shaping marketing practices to enhance the sporting experience (Asadollahi et al. 2021). Segmentation is the focus of consumer familiarity because it identifies differences in consumer behavior that will directly lead to awareness of marketing strategies. Identify the benefits and then determine which factors to extend, so the sports marketer can group consumers according to personality type, how they use the product and service, and finally their expectations of the product, although there are many ways to segment. But there are pervasive variables that are an effective starting point for the segmentation strategy, one of which is the demographic characteristics of consumers, generally consumers based on population characteristics Cognition, Psychology, and Product Behavior was Divided (Asadollahi & et al, 2020). Therefore, considering the use of TV, mobile and social media media and magazines and newspapers by Shahr Khodro Football Club to communicate with its fans, the present study examines the differences in the impact of these media on demographic variables such as age and income level, Education level and marital status. Also, considering the importance of choosing the type of media and communication and advertising tools and its effect on sports fans, as well as considering the different characteristics of sports fans and in order to create a proper division of Shahr Khodro club fans and to prevent cost wastage by the club in The researcher seeks to examine the differences between the effectiveness of different types of communication media based on the demographic characteristics of sports fans of Premier League football teams.
Methodology: The present research is applied in terms of nature and purpose and descriptive-comparative in terms of method and in terms of the type of data search, it is a small amount that is done in a field method and the required data is collected through a questionnaire. The statistical population of the study includes all fans of Shahr Khodro Football Club in Khorasan Razavi Province, Mashhad (with a high level of participation). According to the statistics of the club's fan committee, there are more than 50,000 people, of which 500 as a sample Simple random sampling was selected. Data were collected using a demographic characteristics questionnaire (age, level of education, income level and marital status) and a researcher-made questionnaire on the effectiveness of communication media on fans consisting of 15 items and 3 media (5-item TV effect, effectiveness Mobile phones and social networks (5 items and the effectiveness of magazines and newspapers with 5 items), was done on a 5 Likert scale (from strongly disagree score 1 to strongly agree score 5). Determining the validity of the questionnaire after preparing it was seen and approved by expert professors (face validity). Also, to check the construct validity of research tools, confirmatory factor analysis test was used. Descriptive statistics and inferential statistics were used to analyze the data and SPSS software version 26 was used to perform data calculation and processing.
Findings: The findings showed that regarding the age characteristics of the fans, the findings showed that the TV media had the greatest impact on the age groupsof 36 to 45 years, 46 to 55 years and over 55 years. In addition, mobile media and social networks have had the greatest impact on the age groups of less than 25 years and 26 to 35 years. The media of magazines and newspapers also had the greatest impact on the age groups of 46 to 55 years and over 55 years. Regarding the level of education of the fans, the findings showed that the television media had an impact on all educational groups. In addition, mobile media and social networks have had the greatest impact on the educational groups less than diploma, diploma, post-diploma and bachelor. Also, the media of magazines and newspapers have had the greatest impact on the undergraduate and doctoral study groups. Regarding the characteristic of the income level of the fans, the findings showed that the TV media had the greatest impact on groups with no income level and income groups less than 500 thousand Tomans. In addition, mobile media and social networks have affected all of these income groups. Also, the media of magazines and newspapers have had the greatest impact on groups with incomes of 1 to 2 million Tomans and more than 2 million Tomans. Findings showed that there is no significant difference between the views of single and married people about the effectiveness of communication media.
Discussion and Conclusion: As a general conclusion, it can be said that the study of behavior and demographic characteristics of fans in order to get acquainted with the taste and reactions and adopt a communication approach, raises many issues for marketers. One of the important principles of psychology is that each person is different from the other and therefore each person has a unique personality, different perceptions, life experiences, abilities and interests and most importantly attitudes, beliefs and It has different values. In addition, sports consumption has sociological principles that research in this field helps the sports club to determine how a sports product or service can provide an opportunity to achieve the desired results and create effective communication and marketing strategies. Finally, it can be concluded that Shahr-e-Khodro Club, if it wants to effectively communicate with its fans based on different age, education and income sectors, and on them in order to encourage them to use the club's services or participate in The activities of the club can use the best and most effective media for its communication or advertising purposes.