شناسایی و مدل‌سازی ابعاد توسعه کسب و کارهای تفریحی ورزشی در شبکه‌های اجتماعی

هدف پژوهش حاضر، شناسایی و مدل‌سازی ابعاد توسعه کسب‌وکارهای تفریحی‌ورزشی در شبکه‌های اجتماعی بود. روش پژوهش، توصیفی از نوع همبستگی بود. جامعه آماری شامل تمامی کارشناسان، متخصصان و فعالان کسب‌وکارهای تفریحی‌ورزشی در شبکه‌های اجتماعی بود که 384 نفر از آنان به روش نمونه‌گیری تصادفی به‌عنوان نمونه انتخاب شدند. به‌منظور جمع‌آوری داده‌ها از پرسش‌نامه محقق ساخته استفاده شد. روایی پرسش‌نامه توسط 11 تن از متخصصان تایید شد و پایایی آن با استفاده از آلفای کرونباخ بیشتر از 0.7 به ‌دست آمد. در تجزیه‌وتحلیل داده‌ها از آمار توصیفی و استنباطی استفاده شد. براساس نتایج مشخص شد که مدل‌های مرتبه اول و مرتبه دوم عوامل موثر بر توسعه کسب‌وکارهای تفریحی‌ورزشی در شبکه‌های اجتماعی تایید شدند و هر دو مدل از برازش مطلوب برخوردار بودند. همچنین به‌ترتیب مولفه‌های کانال ارتباطی با مخاطبین و مشتریان، فرهنگ‌سازی و سبک زندگی، مالی و اقتصادی و کارآفرینی دارای بیشترین تاثیر بر توسعه کسب‌وکارهای تفریحی‌ورزشی در شبکه‌های اجتماعی بودند. نتایج پژوهش حاضر بر لزوم توجه به عامل نیازسنجی مشتریان ورزشی، توسعه کانال ارتباطی، توجه به عامل کیفیت، خدمات و رضایت مشتریان، برند بودن، تبلیغات و بازاریابی، فرهنگ‌سازی و طراحی فضای اینستاگرام یا وب‌سایت جذاب و خلاقانه و خلق ایده‌های جدید و به‌روز تاکید دارد.

identifying and modeling the dimensions of the development of sport entertainment businesses in social networks

background and purpose in contemporary industrial societies, sports and healthy recreation have emerged as essential components for maintaining public health, fostering physical and mental growth, and enhancing overall quality of life. these activities also play a crucial role in safeguarding aging populations by promoting active lifestyles and preventing chronic diseases. recreational sports, which are defined as sports products aimed primarily at enjoyment, vitality, and leisure enrichment, have gained considerable prominence in recent years (tatary et al., 2019). this rise coincides with the proliferation of virtual social networks, which have transformed the way individuals engage with sports and leisure activities.virtual social networks function as online communities where users with shared interests connect, communicate, and collaborate. these platforms provide sports organizations with a competitive advantage by enabling cost-effective and time-efficient customer engagement and marketing strategies (oktavia et al., 2020). the interactive nature of social media facilitates direct communication between sports businesses and their audiences, fostering deeper relationships and enhancing customer loyalty.research by nisar et al. (2018) underscores the power of social media as a marketing tool capable of attracting spectators and expanding the reach of sports organizations. similarly, ratten (2020) highlights the critical need for innovation management strategies within sports enterprises, emphasizing that technology is an intrinsic driver of contemporary sports business success. despite these opportunities, countries like iran face unique challenges, including restricted access to certain platforms and socio-cultural barriers that limit the full exploitation of social networks for sports marketing. nevertheless, platforms such as instagram remain viable and popular channels for sports entertainment businesses in iran.given this context, the present study seeks to address a critical research question: what factors influence the development of sports entertainment businesses on social networks? understanding these factors is vital for sports managers, marketers, and policymakers aiming to leverage digital platforms for sustainable business growth and enhanced customer engagement. methodologythis research adopts an applied correlational design, employing structural equation modeling (sem) to analyze the relationships between variables influencing the development of sports entertainment businesses on social networks. the statistical population comprises experts and practitioners actively involved in sports entertainment businesses within social networks.using cochran’s formula for unknown populations, a sample size of 384 participants was determined and selected through random sampling to ensure representativeness and generalizability. data collection was conducted via electronic and face-to-face questionnaires, designed to capture comprehensive information on the variables of interest.the questionnaire underwent rigorous validation by a panel of eleven professors specializing in sports management, marketing, and social media, ensuring content validity. reliability analysis was conducted using cronbach’s alpha, yielding a coefficient of 0.801, indicating good internal consistency of the instrument.data analysis involved both descriptive and inferential statistical methods. descriptive statistics provided an overview of the sample characteristics and variable distributions, while sem was applied to test the hypothesized model and examine the strength and significance of relationships among latent constructs. resultsthe second-order structural model developed for sports entertainment business development demonstrated acceptable fit indices, confirming the robustness and validity of the proposed framework.