AbdoalMajid DoorAndish; Seyd Mohamad Ali Mirhoseini; Ahmad Torkfar; Alireza Elahi
Abstract
The present research was carried out with the aim of designing a model of the role of the media in guerrilla marketing of sports products (goods and services) with a combined approach. In terms of practical purpose, the present research was a combination of sequential exploratory type and survey collection ...
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The present research was carried out with the aim of designing a model of the role of the media in guerrilla marketing of sports products (goods and services) with a combined approach. In terms of practical purpose, the present research was a combination of sequential exploratory type and survey collection method. The statistical population in the qualitative part included professors, researchers, producers and activists in the field of advertising (22 people) and in the quantitative part it included academic professors and production managers and sports stores (198 people). To collect information in the quantitative part of the researcher-made questionnaire taken from the qualitative part, it was divided into two parts: demographic characteristics and questions. This questionnaire contains 29 items and in the form of 8 main components in the form of five Likert options (completely agree, 5 points to completely disagree, 1 point). Structural equation method using Smart-PLS software was used to analyze the model. The results of the analysis of the interviews showed that 29 conceptual codes, 8 categories (core codes) of advertising, grounding, human resources, economic, nature, beauty, effects and benefits, including the roles of the media in guerrilla marketing of sports products. To be the results of the quantitative part also confirmed the results of the qualitative part.
Sports Media
Yaser Javidi; Layla Sadat Jamshidiyan; Ahmad Torkfar; Sayed Mohamad Ali Mirhoseini
Abstract
The present study was designed and implemented with the aim of ranking media and non-media information and promotion sources that influence the process of benefactors' participation in school sports. The current research is a descriptive-survey type with an applied purpose, which was conducted in ...
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The present study was designed and implemented with the aim of ranking media and non-media information and promotion sources that influence the process of benefactors' participation in school sports. The current research is a descriptive-survey type with an applied purpose, which was conducted in the field. The statistical population of the present study included all active benefactors in the field of sports in Iranian schools, who were identified as the research sample based on the selection of the entire number of these people. Finally, after distributing and collecting the research questionnaires; 124 questionnaires were analyzed. The instrument of the current research was a questionnaire taken from the research of Mossadegh Rad and Ehteshami (2018). The validity of this questionnaire was reported as 0.86 due to the opinion of the professors and the reliability of this questionnaire. TOPSIS method was used to analyze the research data. All research data analysis process was done in Topsis Slover software. According to the results of the present research, it was determined that social networks with a proximity coefficient of 0.826 and individual observations with a proximity coefficient of 0.737 are the most important media and non-media information and promotion sources in the process of benefactors' participation in school sports. With this attention, in order to attract donors to the activities related to school sports, it is necessary to pay attention to media and non-media information and promotion authorities in the field of social networks and individual observations.