Dr Mohammadsadegh Afroozeh, Dr Hamidreza Safari, Mr Mohammad Firoozian,
Volume 12, Issue 23 (9-2022)
Abstract
According to the concept of social responsibility, since professional athletes are members of society and, like other members of society, are responsible for their environment, it is necessary for them both to improve their sportive, economic and social performance and to promote the social living standards of the people of the society. Therefore, the main purpose of the present study was to investigate the social responsibility of professional athletes during Coronavirus pandemic. The research design was qualitative and was conducted through Grounded theory Also, the statistical sample of the research consisted of fourteen athletes, experts and faculty members who underwent interview. Also, the findings were analyzed through coding method in three stages open, axial and selective, and a set of basic themes was collected during the open coding process and categories were extracted from them, accordingly. Then, in the axial and selective coding stage, the link between these categories was determined under the headings of contexts, strategies and consequences. Based on the results, nine-three marks were identified in the coding, which were placed in 20 categories. According to the results, it is suggested that top officials and decision makers in sports, with awareness of the high potential of athlete’s social influence, to plan preventive policies in relation to the critical condition of COVID-19 Pandemic and considering the social responsibility of athletes in this context, make their own decisions.
Ali Shahhosseini, Seyed Nasrolah Sajadi, Hossein Rajabi,
Volume 13, Issue 26 (12-2023)
Abstract
The purpose of the present research was to identify the factors influencing personal branding for individual athletes. The research method was qualitative approach. The statistical population of the research includes 18 prominent athletes who are national and international champions and sports marketing experts. The sampling method was purposive. The data collection tool was in-depth and semi-structured interviews. Data analysis was done in MaxQDA software version 2020. 136 primary propositions with a total frequency of 247 and with 3 main categories (environmental factors, individual characteristics of athletes, performance characteristics) and 8 subcategories (mass media, social factors, management factors, economic conditions, individual personality characteristics, social responsibilities, social skills) were calculated as effective indicators on personal branding in individual athletes. The results showed that athletes pay more attention to environmental factors, especially mass media, to improve their personal brand as much as possible and manage it better. Also, officials should consider managerial factors such as the budget allocated to the sports field, Comprehensive planning in order to promote athletes, monitor the behavior and relationships of athletes and the existence of legal infrastructure that affects the brand of athletes.
Dr Ali Shah Hosseini, Dr Seyed Nasrolah Sajadi, Dr Hossein Rajabi,
Volume 100, Issue 100 (10-2020)
Abstract
This research aimed to design a personal branding model for elite individual athletes, drawing upon findings from previous studies. Employing a qualitative approach and Glaser constructivist grounded theory strategy, data were collected through in-depth, semi-structured interviews with 18 national and international champions and experts in sports marketing, selected via purposive sampling. Data collection continued until theoretical saturation was reached, and analysis was performed using MAXQDA 2022 software. The study's findings were categorized into three main axes: influencing factors, development strategies, and consequences of personal branding. Following an initial analysis of 251 propositions, 443 final frequencies were prepared for categorization. The research extracted four core concepts in personal branding and identified three main categories of influencing factors: "environmental factors," "individual athlete characteristics," and "athlete performance characteristics." In the strategies section, "enhancing individual capabilities," "striving for successful performance," and "branding education" emerged as prominent categories. Furthermore, the consequences of personal branding were categorized into "positive" (encompassing political, economic, individual, social, and athletic dimensions) and "negative" outcomes. Positive branding outcomes included economic benefits (revenue generation), individual growth (becoming a role model), social impact (increasing public awareness), and athletic advantages (enhancing sport popularity). Conversely, mismanagement could lead to negative consequences such as unethical attention or corruption. This study integrates these findings to offer a practical model for personal branding among individual athletes.
