The Impact of Artificial Intelligence Application on Enhancing the Soft Power and National Image of the Islamic Republic of Iran

Document Type : Original Article

Authors
Farshad Emami 1
Azim Salahi Kojour 2
Hosein Fotohi 3
Pouria Shiravi 1
1 Department of Sports Management, Am.C., Islamic Azad University, Amol, Iran
2 Department of Sports Management, Shafagh Tonekabon Institute of Higher Education, Tonekabon, Iran
3 Department of Financial and Banking Management, Faculty of Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
Abstract
The present study aimed to investigate the impact of artificial intelligence (AI) application in the decision-making processes of sports managers on enhancing the soft power and national image of the Islamic Republic of Iran within the context of international sports diplomacy. This applied study employed a descriptive-correlational research design. The statistical population consisted of 300 managers, deputy managers, and senior experts from international sports federations, members of the National Olympic and Paralympic Committees, and international relations experts from the Ministry of Sport and Youth. Based on the Morgan table, a sample of 174 participants was selected using stratified random sampling. Data were collected using the standardized Artificial Intelligence Application Questionnaire developed by Kipper et al. (2023) and the Soft Power and National Image Questionnaire developed by Doosti et al. (2023). Data analysis was conducted using Pearson's correlation coefficient and linear regression in SPSS version 26. The findings revealed a positive and statistically significant relationship between AI application and the enhancement of soft power (r = 0.614, p < 0.01) as well as the improvement of national image (r = 0.573, p < 0.01). Regression analysis further indicated that the independent variable explained 37.7% of the variance in soft power and 32.8% of the variance in national image. Accordingly, the systematic adoption of AI in sports management can enhance the country's sports diplomacy capacities and reinforce the international standing of the Islamic Republic of Iran in the global sports arena
Keywords
Artificial intelligence
Sports managers' decision-making
Soft power
National image
Sports diplomacy
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