Document Type : Original Article
Authors
1
PhD student in Sports Management, Department of Physical Education and Sports Sciences, Qazvin Branch, Islamic Azad University, Qazvin, Iran.
2
. Assistant Professor of Sports Management, Department of Physical Education and Sports Sciences, Qazvin Branch, Islamic Azad University, Qazvin, Iran
3
Assistant Professor of Sports Management, Department of Physical Education and Sports Sciences, Qazvin Branch, Islamic Azad University, Qazvin, Iran
Abstract
The purpose of this study is to design a model for building media trust in sports, a research method of qualitative and quantitative mix. In the qualitative part, systematic study of libraries and exploratory interviews were used to extract the components and frame them. In the quantitative part, the present study has been done in terms of descriptive-correlational type and survey form. The statistical population of the study includes prominent professors in the field of sports management specialized in the field of media as well as managers specializing in the media, who were purposefully selected (36 interviews).In the qualitative phase, two tools of systematic library study and exploratory interviews were used, and in the quantitative phase, a researcher-made questionnaire was used, which was the output of the qualitative phase. In the qualitative section, three coding steps were used to classify the identified components. In a small part, confirmatory factor analysis was used to confirm the research structure. Finally, smart pls software was used for structural modeling and measuring multiple relationships between variables.The quality section extracted 43 concept codes, 12 main categories and 9 core codes. The results showed that human resource factors (0.511) .Audience (0.431), Accuracy (0.532), News and Report Quality (0.515),Media Speed (0.502), Media Economics (0.536),International Communication and Learning (0.485) ) And monitoring and evaluation (0.465) and media ownership (0.523) have a significant role in building media trust.based on this model, it is possible to identify the factors affecting media trust and focus on them to increase audience trust.
Keywords
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