Sport Advertising
Arman Parzivand; Akbar Jaberi; Koorosh Ghahreman Tabrizi
Abstract
The aim of the current research was to investigate the partial role of social network marketing on the attitude towards the consumption of Iranian sports goods with the mediating role of customer response. The research was a survey and a practical study that was conducted in the field. The research population ...
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The aim of the current research was to investigate the partial role of social network marketing on the attitude towards the consumption of Iranian sports goods with the mediating role of customer response. The research was a survey and a practical study that was conducted in the field. The research population included customers of sporting goods in Kerman. 385 customers were selected through purposive sampling based on the SEM formula for estimating sample size. The data collection tool was designed based on adopting three questionnaires, which included Kim & Ko (2012) social network marketing questionnaire (2014), Iranian product consumption attitude questionnaire of Bahmani (2013), and Golshani's customer response questionnaire (2017). The stuctrual, face, and content validity were used for confirming the tools’ validity; and the reliability of the tools was measured using Cronbach's alpha. To test the hypotheses, structural equation modeling method was used using SPSS and LISREL8.8 software. The results of the research showed that social network marketing had a positive and significant effect on the customer's response and attitude towards the consumption of Iranian sports goods, and the customer's response also had an impact on the attitude towards the consumption of Iranian sports goods. Moreover, the results of the research indicated that social network marketing had a positive and significant effect on the attitude towards the consumption of Iranian sports goods, both directly and indirectly via the mediating role of customer response. The fitness indices also demonstrated the validity and good fitness of the research model.
Elham Haghighat; Hossein Abdolmaleki; Mahvash Nourbakhsh; Parivash Nourbakhsh; Ebrahim Alidoust Ghahfarokhi
Abstract
One of the issues that has attracted the attention of many adolescents in recent years is the attention to physical appearance by increasing the volume and muscle mass, which has increased the prevalence of eating disorders and energy consumption habits Anti-marketing can be considered as a good way ...
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One of the issues that has attracted the attention of many adolescents in recent years is the attention to physical appearance by increasing the volume and muscle mass, which has increased the prevalence of eating disorders and energy consumption habits Anti-marketing can be considered as a good way to reduce the consumption of products that can cause problems for individuals and society. Therefore, the purpose of this study was to investigate the role of public relations on Anti-marketing of doping drugs with mediating of personal networks, public commentary and physical evidence in Irans sports. The present study was applied in terms of purpose and descriptive-correlational in terms of data analysis method. The statistical population of the study consisted of all athletes and coaches of sports who in the past years had the highest amount of energy use according to the report of the National Anti-Doping Agency. The sample size was 250 people according to the objectives and using PASS statistical software at an error level of 0.05. The data collection tool in this study was the standard questionnaire of Haghighat et al (2021). The results showed that the components of the research in all cases had a positive and significant role in the anti-marketing.
mohammd zargarzadeh Esfahani; shahoo zamani; elahe heidarian
Abstract
The purpose of this study was to present a model of causal relationships between the amount of physical activity, the use of social networks & the individual's attitude about body image with the moral behaviors of Islamic Azad University students. This research is applied in terms of purpose & ...
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The purpose of this study was to present a model of causal relationships between the amount of physical activity, the use of social networks & the individual's attitude about body image with the moral behaviors of Islamic Azad University students. This research is applied in terms of purpose & descriptive-correlational in terms of method. In the present study, the statistical population was the students of the Islamic Azad University of Tehran, in which 360 people were selected as the research sample & were selected by available sampling method & voluntarily. In order to evaluate the research variables, a researcher-made questionnaire made by Ghaleh-e-Navi et al. (2017) was used. The exploratory & confirmatory factor analysis of the questionnaire was approved in the mentioned research. Ethical (10 questions), use of social networks (10 questions) & attitude towards one's body image (10 questions). used. Confirmatory factor analysis & study of effects & relationships at an error level of 5% were analyzed using 25 SPSS & Smart PLS 3.2.9 software. The results showed that the amount of physical activity has an effect on moral behaviors, use of social networks & a person's attitude towards body image. The use of social networks has a significant effect on moral behaviors & a person's attitude towards body image has a significant effect on moral behaviors. In addition, the amount of physical activity has a significant effect on moral behaviors through the use of social networks, & finally it was found that the amount of physical activity has a significant effect on moral behaviors through a person's attitude towards body image. it can be said that the higher the students' attitudes about their body image, the more their moral behaviors increase.
Najmeh Hedari; Mina Hakakzadeh; Mohsen Manochehri nejad
Abstract
The purpose of this research is the economic development of the sports industry with the use of social networks with the approach of combined designs and ISM modeling. The research method was a two-step exploratory combination of instrument making. Comprehensive research, as well as using the opinions ...
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The purpose of this research is the economic development of the sports industry with the use of social networks with the approach of combined designs and ISM modeling. The research method was a two-step exploratory combination of instrument making. Comprehensive research, as well as using the opinions of experts, eight factors among the economic development of the sports industry were identified using social networks. Then, using the technique of interpretive structural modeling and using questionnaire tools, the factors were classified into five groups. Then, after considering the level of each and every level of public opinion. The final access matrix draws the final model of the interpretive structure. Based on the results, factors such as financial resource development, organizational development, institutional development, and sponsorship development are less effective in relating to the economic development of the sports industry using social media. . And in a small part, the research method was descriptive-survey. The statistical population studied is the total number of faculty members of the faculties and departments of physical education and sports sciences of the national faculties. To analyze the data, descriptive statistics and structural equation model were used to evaluate the suitability of the research model. The results of the quantitative section showed that the amount of T-factor of each factor has a significant effect and all the framework of the economic development model of the sports industry was approved using social networks. The results also showed that the research model has a good fit.
Abbas Seyfollahi; Seyyed Nasrollah Sajjadi; Ebrahim Alidoust Ghahfarokhi
Abstract
The purpose of this study was to investigate the impact of Social Networks on Promotion of Perspolis FC's Special Value of Brand. The research society was currently fans of persepolis club in Tehran, and according to the Morgan Table, 384 people were selected as an example. The method of doing research ...
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The purpose of this study was to investigate the impact of Social Networks on Promotion of Perspolis FC's Special Value of Brand. The research society was currently fans of persepolis club in Tehran, and according to the Morgan Table, 384 people were selected as an example. The method of doing research was a type of tradition, and created a tool for the gathering of information of the question of the question which reached the approval of 12 of the sports management teachers, and received 0.86, which shows the Acceptable reliabilityof the question. The analysis of research data was done using the description and test of smirnov smirnov and practical analysis with the help of the SPSS SOFTWARE VERSION 16 and pls version 3 at means level 0.05 The results of research shows, social networks and its seven times have a positive impact in promotion of the special value of the persepolis club. According to the expansion of the level of using social media in the society of persepolis club must use this position to introduce their brand, creating loyalty and satisfaction among the audience.