Document Type : Research Paper
Authors
1 M.A Sport Management, University of Kurdistan
2 Professor Department of Physical Education and Sport Science, University of Kurdistan
3 Physical Education, Sport Marketing Management , University of Kurdistan
4 M.A of Sport Management,University of Razi, Kermanshah, Iran
Abstract
In this regard, the present research was conducted with the aim of identifying and prioritizing the challenges of Iranian professional Sportswomen's activities in this social media. The method of the present research is mixed and of the type of sequential exploratory design. The qualitative phase was conducted using thematic analysis and the quantitative phase was conducted using hierarchical analysis. The sampling method was purposeful, and in the qualitative part, in-depth interviews were conducted with 13 participants until theoretical saturation, and in the quantitative part, questionnaire based on the findings of the qualitative section was distributed among 10 of them. For data analysis, coding technique was used in the qualitative part, and NVIVO10 software was used in the quantitative part, and Expert Choice software was used. The results showed that the challenges of Iranian female athletes in the Instagram social media are in two main themes of structural challenges with 4 sub-themes in the order of weight and priority; cultural challenge (,0274), legal challenge (0.255), gender challenge (0.249) and religious challenge (0.222) and individual challenges with 2 sub-themes in order of weight and priority; Content production challenge (0,459) and psychological challenge (0.541) are classified. According to the obtained results, it can be said that if the method of using Instagram social media is taught and managed to female athletes, they can overcome the existing challenges to some extent and make the most of the opportunities provided on Instagram.
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