Open AccessManaging Sports: Exploring Innovative Strategies and Future Advancements
Author(s) -
Tasleem Arif,
Sohail Roman,
Mehreen Saba,
Imdad Ali
Publication year - 2022
Publication title -
journal of entrepreneurship, management, and innovation
Language(s) - English
Resource type - Journals
eISSN - 2788-676X
pISSN - 2788-4163
DOI - 10.52633/jemi.v4i1.149
Subject(s) - promotion (chess) , mass media , public relations , advertising , population , marketing , business , political science , psychology , medicine , environmental health , politics , law
The current study is focused on understanding the mass media impact of the promotion of sport management in Pakistan, especially in the province of Khyber Pakhtunkhwa and uncovering innovative promotional approaches. For data collection, a quantitative research method with a cross-sectional survey design was used. For survey instrumentation, a close-ended questionnaire was adopted and disseminated to the target population. A total of 600 participants’ pool was contacted which comprised of sportsmen, media representatives and other officials in KP-Pakistan with an age range of 14 years and above. A convenient sampling approach was employed to examine the role of mass media in the promotion of sports management. The findings revealed that the influence of mass media in the promotion of sports regarding public attitudes have a strong positive role, and media is significantly disseminating information about the value of sports participation and its role in promoting sports culture. It is observed and validated that the mass media plays a significant role in the promotion of sports in KP. Thus, in this study, the potential of mass media to influence and raise public awareness in sports promotion has been highlighted. Sports massively attracts the attention of both print and electronic media; therefore, it is suggested to gain the public interest and generate revenue at large from the sports industry.