Investigating the role of social media in the development of sports culture in Yazd province

Social media is an important factor in cultural promotion, the media can serve the development of public sports by leading organizations. The purpose of this study was to investigate the role of social media in the development of sports culture in Yazd province.This research is descriptive-survey method and applied in terms of purpose. The statistical population of this study included all men and women participating in morning sports venues in Yazd province who used at least one social media. Due to the lack of access to the exact number of statistical population and its infinity based on Krejcie and Morgan table, the number of statistical samples was considered equal to ۳۸۴ people. Data collection tool was Moradi Questionnaire (۲۰۱۱) including ۲۳ questions with ۶ subscales based on Likert ۵-point scale. The validity of the questionnaire was reviewed and confirmed by the professors and its reliability was obtained using Cronbach s alpha coefficient of ۰.۸۹۲. In order to analyze data from descriptive statistics indicators such as Mean and standard deviation to describe the demographic characteristics, Kolmogorov-Smironov test was used to determine the normality of data distribution. Single-sample t-test was used to describe and compare the means of the variables. Statistical operations were performed by SPSS۲۶ software.The results showed that the difference between the observed mean and the expected mean at the error level of one percent is statistically significant. The null hypothesis that there was no difference between the means was rejected.Therefore, according to the observed average, it can be said that social media has a direct and significant effect on the factors of tendency to sports with a cultural approach and should be more planning on these factors and managers in sports affairs should have constant interaction and communication with the social media.

کلیدواژه ها:

Social Media ، Culture ، Sport ، Yazd Province