Document Type : Original Article
Authors
1
Department of Sports Management, University of Tabriz, Tabriz, Iran.
2
Sport Management, Physical Education, Univercity of Tabriz, Tabriz, Iran
3
Associate Professor of Sports Management at University of Tabriz
10.22098/rsmm.2024.14376.1307
Abstract
Purpose: The purpose of this study was to develop a model illustrating how online media sports influencers impact the younger demographic.
Method: The research utilized a qualitative approach, employing thematic analysis as the foundational method for qualitative data research. The study's statistical population consisted of experts in social media and sports management. The sample size was convenience sampling selected, considering individuals with appropriate education, expertise, and experience in the relevant research field. The determination of sample size relied on achieving theoretical saturation in concept extraction.
Results: The results revealed that factors influencing youth by online media sports influencers encompass audience attraction, trust-building, and foresight. The study identified processes through which young individuals are influenced, including sports-related processes, social behavior processes, technological processes, cognitive processes, and influencers' support. The consequences of youth influence from online media sports influencers encompass psychological functions, social modeling, community-oriented functions, and the accessibility and usability of information.
Conclusion: Based on the findings, it is recommended that sports programs and activities influenced by online media influencers should be enhanced. This improvement aims to provide young people with access to healthy patterns and well-planned sports activities.
Keywords
)