mehr ali hematinejhad toli; Sardar Mohamadi; Behnam Asheghi
Abstract
Marketing in sports and sports organizations is very important and today in most universities of the country sports marketing is taught, so any book that wants to focus its efforts on specialization in this field deserves Review and is under investigation. The purpose of the present study is to critique ...
Read More
Marketing in sports and sports organizations is very important and today in most universities of the country sports marketing is taught, so any book that wants to focus its efforts on specialization in this field deserves Review and is under investigation. The purpose of the present study is to critique the book "Sports Marketing Management", the book in question, written by Farahani and Ghorbani Ghahfarokhi, which was published in 2020 in Payam Noor university Publications in the sixth edition The tool for criticizing this work was the book review checklist of the Council for the Review of Texts and Books of Human Sciences, and multiple rereadings of the book were used to check the mistakes. Based on the findings, the strengths of the book in terms of content are practicality of the content and the use of different tables or better understanding of the reader and in terms of typography and print quality, The most important weak points of the book in terms of content are the existence of problems and ambiguities regarding citation and source writing, and in terms of structure, the existence of lexical mistakes, incomplete sentences, and scattered speech. Also, the simple design of the back and cover of this book is one of its other problems It is hoped that the criticism of this book and the examination of its strengths and weaknesses and the elimination of its problems will help to improve its reprint and subsequent books published in this field.
Sports Media
zahra asgari gandomani; Hossein Akbari Yazdi; hamid roudbari; rohollah asgari gandomani
Abstract
The purpose of this practical study is to investigate the effect of gamification of sports programs on the purchase intention of consumers. For this purpose, cognitive evaluation was used to predict the effect of consumers' enjoyment of sports games on their purchase intention.The current survey ...
Read More
The purpose of this practical study is to investigate the effect of gamification of sports programs on the purchase intention of consumers. For this purpose, cognitive evaluation was used to predict the effect of consumers' enjoyment of sports games on their purchase intention.The current survey study of the electronic five-point Likert questionnaire that includes; There were 3 questions for pleasure(Kim and Lee, 2013; Venkatesh and Gossin, 2009), 4 questions for reward(Nelson, 2008; O'Brien, 2010; Kankanhali, 2012) and 4 questions for purchase intention(Huang, 2017). 384 Iranian consumers who used NikeFuel or Nike+. A total of 380 questionnaires were returned, of which 352 were approved. The data was analyzed by SPSS 26 and smart PLS04 software. To check the reliability of the tool, the composite reliability coefficient(CR) for pleasure was 0.909, purchase intention was 0.886, and reward was 0.949. To measure the validity of the tool, average variance extracted(AVE) for pleasure was 0.770, purchase intention was 0.663, and reward was 0.822. The results showed that reward has a positive effect on pleasure and pleasure has a positive correlation with purchase intention. The study shows that the sports game can increase the consumer's purchase intention when it satisfies the psychological needs of the consumers as well as the reward satisfies the basic psychological needs of the people, which is the key to increase the enjoyment in the games. In addition, enjoying the game in the shopping market promotes consumer behavior. Sports companies should create an environment that has positive emotional effects on consumers.
shahab bahrami; mohammadsaeid kiani
Abstract
The Internet and social media make sports marketing easier. Historically, television has been the main source of income for top sports teams, leagues and sports associations. The purpose of this study is to investigate the impact of social media and the Internet on the marketing of sporting events. The ...
Read More
The Internet and social media make sports marketing easier. Historically, television has been the main source of income for top sports teams, leagues and sports associations. The purpose of this study is to investigate the impact of social media and the Internet on the marketing of sporting events. The Internet creates new opportunities for distribution and needs for consumers of sporting events. Social media is creating a new form of communication between fans, athletes, teams and supporters, and mobile technology is evolving as fans and consumers of sporting events follow sports content in general as well as live everywhere. These changes also create very strategic challenges and opportunities. The method of this research is to study and review sites and social networks as well as translate different articles in this field in several frameworks and ideas, especially the model of sports ecosystem, event marketing, star marketing and the differences between Based on research results, a framework for developing a social media strategy has been proposed that can be used to assess the current state of a sports organization as well as facilitate the development of a social media strategy. Gives maturity in terms of creating an integrated strategy that combines the active use of social media platforms and internal systems using social media and communities that focus on the club or federation website.
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 ...
Read More
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.
nargas baktash; taeabah barzagar
Volume 2, Issue 1 , November 2014, , Pages 27-35
Abstract
The present study examined the role of IRIB on the marketing of sports goods with an emphasis on sports mix marketing (P4). The components were sports marketing of products, price, promotion and place. Research type was a descriptive-survey. Populations were sports journalists, experts and all sports ...
Read More
The present study examined the role of IRIB on the marketing of sports goods with an emphasis on sports mix marketing (P4). The components were sports marketing of products, price, promotion and place. Research type was a descriptive-survey. Populations were sports journalists, experts and all sports manufacturers. The instrument was a questionnaire. The analysis of the data collected with the help of SPSS software. The results showed that there was a significant difference between the existing situation and the desired situation of components, products, price and there was not any significant difference distribution existing status for desired promotion.