Seyed Rahman Farizani Gohari; Mohammad Pourranjbar; mina Hakak zade
Abstract
The purpose of this study was identified the components of public communications in promoting various insurance lines in the sports industry. The research method was mixed. Data collection were deep semi-structured interviews with experts and the questionnaires acquired from the qualitative data. The ...
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The purpose of this study was identified the components of public communications in promoting various insurance lines in the sports industry. The research method was mixed. Data collection were deep semi-structured interviews with experts and the questionnaires acquired from the qualitative data. The statistical population comprised 14 experts familiar with the insurance industry, as well as the sports industry. In the last four interviews, the data were theoretically saturated and the opinion of ten participants was regarded as the basis of the research. The sampling method was purposive sampling and coding was carried out through thematic analysis. To validate the model on the basis of the criterion extracted from the quantitative segment, in the quantitative segment, the opinion of 200 members of the insurance sales network and the sports executive boards including sports managers of the public and private sectors, gyms were studied. Repeated measures were employed to compare themes and sub-themes. The data of the quantitative segment were analyzed using SPSS 24 and Excel. The results showed 69 primary codes, 21 sub-themes, and 6 themes including personal and social culture, constructive marketing, supportive and facilitatory viewpoint, infrastructure development, communication improvement, and organizational structure alignment. According to the respondents, the most important theme was “infrastructure development”, and the most important sub-theme was “making clarification regarding the elements of sports”. Thus, for both industries to mutually utilize the available capacities, it is necessary to devote particular attention to the components of public communication and employ specialized individuals in this sector