The Impact of Digital Public Relations on the Development of Public Sports Culture in Metropolises

Public sports are among the most important pillars of improving citizens' physical and mental health as well as promoting social cohesion and sustainable urban development. On the other hand, digital public relations, as a modern branch of communication sciences, utilizing the capacity of social media platforms, mobile applications, and interactive websites, has transformed the processes of information dissemination, awareness raising, and motivating citizens. The present study aims to investigate the impact of digital public relations on the development of public sports culture in metropolises. The research method was descriptive-survey, and the statistical population included citizens over ۱۸ years old in Tehran metropolis. Data were collected using a researcher-made questionnaire and analyzed through multiple regression and Pearson correlation tests. The findings indicated that digital public relations, by strengthening online information dissemination, creating interactive advertising, and providing opportunities for civic participation in virtual space, plays a significant role in expanding the culture of public sports.

کلیدواژه ها:

Digital public relations ، public sports ، urban development ، social media ، civic culture