وسائل الاعلام الحديث واثرها على السلوك الاستهلاكي لمشجعي الدوري العراقي الممتاز بكرة القدم م.د حمد لهمود طاهر

Abstract

This study sought to develop a measure to assess the influence of modern media on the consumer behavior of enthusiasts of the Iraqi Premier League in football. Employing a descriptive approach, the researcher utilized survey methods in alignment with the research's objectives. The research sample consisted of 1,108 football fans devoted to the Iraqi Premier League. The designed measure was administered to the sample and subsequently analyzed using the Statistical Package for the Social Sciences (SPSS).

The research yielded several noteworthy conclusions, including:

Football enthusiasts exhibit a preference for utilizing modern media interactively while safeguarding their personal identity and affiliations.

The home environment emerged as the predominant setting for modern media consumption in the context of football, primarily attributed to the Internet's strength and reliability.

These findings shed light on the dynamic relationship between modern media and the consumer behavior of Iraqi Premier League football fans, emphasizing the changing landscape of fan engagement