Effective digital technologies and new media on increasing the size of the sports audience

摘要

New media has emerged as an important communication tool for both sport marketers and fans. Using Psychological Continuum Model (PCM) as its theoretical framework, this paper identifies effective digital technologies and new media on increasing the size of the sports audience. Population in this research consisted of physical education students of Tehran universities. A valid and reliable questionnaire for identifying ‘effective technologies on increasing the size of the sport audience’ (ETISSA) was developed in 3 phases. The ETISSA questionnaire was distributed among 75 responders and using Freidman test, fifteen first effective media were extracted. The 3 first media were email, digital TV and website. Sport marketers may use the results of this survey in their action plan or do the same research in their region to plan their marketing strategies more effectively.