文章基本信息

标题：Branding Based on Audience in Sport Online Media (Studied case, Varzesh3)
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作者：Shamlou, Mehdi ; Farhangi, Ali Akbar ; Shiri, Tahmures 等
期刊名称：مطالعات مدیریت ورزشی
印刷版ISSN：2538-3213
电子版ISSN：2538-3221
出版年度：2018
卷号：10
期号：50
页码：203-226
DOI：10.22089/smrj.2018.4701.1903
出版社：Sport Sciences Research Institute
摘要：This paper wants to extract online media branding. The method of this research is datamining and in terms of it’s applicable. The research questionnaire was extracted from previous studies and included content, audience, media context and environment dimensions. The researcher-made questionnaire, after calculating its validity and reliability, was provided to audiences who visited the Varzesh3 more than 10 times a month. The statistical population of the study consisted of 800 thousand people per day. Using a systematic random sampling, 100 questionnaires were included in the sample size (8 thousand people). About 50 percent of them 4056 responded to the questionnaire. The response of the audience is extracted using the K-means algorithm processing and branding model. The results suggest that in order to increase the life of the audience, the professional components of the media, including reference, bias, newsworthiness and the speed of the publication of the news as "brand perceived quality" should be considered. The loyal behavior of the audience is also due to demographic factors. The clustering of a loyal audience with a center of age indicates that the largest cluster with 44% of men with Bachelor education and ranges from 26 to 35 old. “Live scores” and “league standing” are the varzesh3 of brand identity. It is suggested that this media pay more attention to the creation of Brand Identity for women and audiences under the age of 15.
关键词：Audience;Branding;Online Media;K-Means Algorithm;Varzesh3