Oral / Poster Presentation File
1عضو هیات علمی دانشگاه پیام نور
2عضو هیات علمی پژوهشگاه تربیت بدنی و علوم ورزشی
3عضو هیات علمی دانشگاه ازاد
Background: The aim of this study was to validate and standardize the advertising questionnaire of sports products using social media.
Method: Purpose-based research method; Based on strategy, it was combined and based on the implementation method, it was descriptive-survey. The statistical population of the research in the qualitative section included selected athletes and university professors specializing in the field of sports marketing, media and sports advertising, who were selected by targeted sampling method (15 people) and in the quantitative section, athletes in six sports: football, futsal, cycling, martial arts, athletics, and bodybuilding living in Kermanshah (number of statistical population = 21638) and (sample number = 385 people), by method Sampling, class-random were selected based on Morgan's table. In this study, the face and content validity of the questionnaires were approved by 10 experts in sports marketing, media and sports advertising.
Findings: In the qualitative section, the findings based on the interview were analyzed by open, central and selective coding methods And in the quantitative section, to validate the researcher-made questionnaire arising from the qualitative section, confirmatory factor analysis and structural equation modeling were used. In order to analyze the findings and compile the model, SPSS software of version 24, Smart Pls version 0.2 and Max Kia da software of Pro version were used.
Conclusion: The results showed that the developed model has a good fit Finally, it can be said that the developed tool is a suitable tool for evaluating the role of mass media in advertising sports products. and is also suggested that this tool be validated in non-sporting communities.
Keywords: Validity, Tools, Commodity and Sports Services, Social Media
