The role of influential people (sports celebrities) in fitness on sports intentions | ||
| Journal of Sociological and Managerial Analysis in sports | ||
| Volume 2, Issue 8, Winter 2022 PDF (486.31 K) | ||
| Abstract | ||
| The purpose of the research was to the role of influential people in sports intentions. Descriptive-correlational research method; In terms of functional purpose, it was sectional in terms of time. The statistical population consisted of all the people who followed influential people on Instagram. Sampling was available online on social networks as a sample. Instruments for measuring information variability and social interaction from Harry Doxy and Hanson (2009), validation from Ohanin (1990), interpersonal interaction from Pierce and Rubin (1988), attractiveness from Greenwood et al. (2008), entertainment from Chao (2011), The intention to watch fitness on Instagram, the intention to exercise, the attitude towards fitness and the tendency towards fitness movies by Hsu and Line (2008). Internal and external evaluation of the model was performed based on structural equation modeling. Research findings showed; the first, second, third, fourth, seventh, eighth, ninth and tenth hypotheses were confirmed. In addition, the fifth, sixth and eleventh hypotheses were rejected. The current life is inevitably influenced by the performance of new media such as Instagram, and Iranian society is no exception. Therefore, following such a process, the fitness department is creating ideas taken from this media to guide them in the direction that is accompanied by acceptance from the audience. | ||
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