تحلیل نقش شبکه‌های اجتماعی در کنترل بازار مکمل‌های تقلبی ورزشی

محمدی عسکرآبادی, مسعود; یوسفی, بهرام; حسنی, زهره; حسینی, رستگار; کاظمی, سعید

doi:10.22034/jsmk.2025.68458.1158

تحلیل نقش شبکه‌های اجتماعی در کنترل بازار مکمل‌های تقلبی ورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان

¹ دانشجوی دکتری گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه رازی، کرمانشاه، ایران

² دانشیار گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه رازی، کرمانشاه، ایران

³ استادیار گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه رازی، کرمانشاه، ایران

⁴ استادیار گروه فیزیولوژی ورزشی، دانشکده علوم ورزشی، دانشگاه رازی، کرمانشاه، ایران

⁵ دکتری آسیب شناسی ورزشی، نایب رئیس فدراسیون پزشکی ورزشی ایران

10.22034/jsmk.2025.68458.1158

چکیده

با توجه به رشد چشم‌گیر استفاده از شبکه‌های اجتماعی در میان ورزشکاران، این پلتفرم‌ها به ابزاری کارآمد در راستای کنترل بازار مکمل‌های تقلبی ورزشی تبدیل شده‌اند. هدف اصلی پژوهش، تحلیل نقش شبکه‌های اجتماعی در کنترل بازار مکمل‌های تقلبی ورزشی بود. روش تحقیق کیفی و به تکنیک برخاسته از داده‌ها بود. جامعه آماری پژوهش حاضر مشتمل بر سه گروه مصرف کنندگان، تامین کنندگان این مکمل‌ها و متخصصان تغذیه ورزشی بود. جهت نمونه‌گیری برای انجام مصاحبه‌های نیمه ساختار یافته از روش نمونه‌گیری گلوگه برفی استفاده شد. ابزار تحقیق مصاحبه بود که از 19 نفر به عمل آمد. روایی ابزار پژوهش(مصاحبه)، توسط مصاحبه‌شوندگان و سپس اساتید متخصص، تأیید گردید و برای سنجش پایایی از روش توافق درون موضوعی استفاده شد. در راستای تجزیه و تحلیل داده‌ها از روش نظریه داده بنیاد و نرم افزار مکس کیودا نسخه 20 استفاده شد. یافته‌های این پژوهش نشان داد که نقش شبکه‌های اجتماعی در کنترل بازار مکمل‌های تقلبی ورزشی شامل: آگاهی‌بخشی و آموزش عمومی، نظارت و ردیابی، توسعه فناوری، بازدارندگی، بهبود فرهنگ رسانه‌، شناخت جنبه‌های حقوقی و برندسازی فروشندگان قانونی می‌باشد. این دسته‌بندی‌ها در مجموع شامل 19 مفهوم اصلی و 82 عامل یا کد باز شدند. بر اساس یافته‌های پژوهش نتیجه می‌گیریم که شبکه‌های اجتماعی با افزایش آگاهی عمومی، نقش مؤثری در شناسایی و افشای مکمل‌های تقلبی ورزشی ایفا می‌کنند. این بسترها با فراهم‌کردن امکان بازخورد فوری کاربران و نظارت اجتماعی، به شفاف‌سازی بازار کمک می‌کنند.

کلیدواژه‌ها

موضوعات

مدیریت بازاریابی ورزشی

عنوان مقاله [English]

Analyzing the role of social networks in controlling the counterfeit sports supplements market

نویسندگان [English]

Masoud Mohamadi Askarabadi ¹
Bahram Yousefi ²
Zohreh Hassani ³
Rastegar Hosseini ⁴
Saeed Kazemi ⁵

¹ PhD Student, Department of Sport Management, Faculty of Sport Sciences, Razi University, Kermanshah, Iran

² Associate Professor, Department of Sport Management, Faculty of Sport Sciences, Razi University, Kermanshah, Iran

³ Assistant Professor, Department of Sport Management, Faculty of Sport Sciences, Razi University, Kermanshah, Iran

⁴ Assistant Professor, Department of Sport Physiology, Faculty of Sport Sciences, Razi University, Kermanshah, Iran

⁵ PhD in Sports Pathology, Vice President of the Iranian Sports Medicine Federation

چکیده [English]

Given the significant growth in the use of social networks among athletes, these platforms have become an effective tool for controlling the counterfeit sports supplements market. The main objective of the research was to analyze the role of social networks in controlling the counterfeit sports supplements market. The research method was qualitative and data-driven. The statistical population of the present study consisted of three groups of consumers, suppliers of these supplements, and sports nutritionists. The snowdrop sampling method was used for sampling to conduct semi-structured interviews. The research tool was an interview, which was conducted with 19 people. The validity of the research tool (interview) was confirmed by the interviewees and then by expert professors, and the intra-subject agreement method was used to measure reliability. The grounded theory method and Max Quda software version 20 were used to analyze the data. The findings of this study showed that the role of social networks in controlling the counterfeit sports supplements market includes: public awareness and education, monitoring and tracking, technology development, deterrence, improving media culture, recognizing legal aspects, and branding legal sellers. These categories included a total of 19 main concepts and 82 factors or open codes. Based on the findings of the study, we conclude that social networks play an effective role in identifying and exposing counterfeit sports supplements by increasing public awareness. These platforms help to clarify the market by providing immediate user feedback and social monitoring.

کلیدواژه‌ها [English]

Consumer
Education
Fraud
Social Media
Supplement

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