The Impact of Using Digital Media on Promoting Community Sports Culture

Abstract

Objectives:  Methods: This research falls under descriptive studies. The methodological approach adopted was a survey-based method. The research population consisted of users of digital media platforms from various segments of society who follow sports content presented via social media platforms (Instagram, Facebook, YouTube, TikTok, X), in addition to sports-related mobile applications and websites. The sample included 100 participants, selected purposefully, who are active social media users with a preference for sports content.

Results:  The study’s most significant findings indicate that males are more engaged and frequently use digital platforms that provide sports-related content. Young adults, particularly those holding a bachelor's degree, demonstrated the highest levels of knowledge and awareness of technological tools. Digital media significantly contributes to spreading sports culture, with Facebook being the most widely used platform due to its accessibility and interactive features. The most common forms of user interaction with sports content are likes and shares. However, sports content is considered relatively limited in comparison to entertainment content. The audience prefers content that balances both benefit and entertainment. Moreover, digital media is the primary source for accessing sports information due to its ease of use and relevant content delivery.