Sports Media
mohsn barjas; habib mohammadpour; hamid janani; Jafar bargi Moghadam
Abstract
The current research was conducted with the aim of Presenting value co-creation model in volleyball sports events in the context of social media. This research is applied in terms of purpose and, it's a qualitative research, in terms of approach, that was done with thematic analysis method. Participants ...
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The current research was conducted with the aim of Presenting value co-creation model in volleyball sports events in the context of social media. This research is applied in terms of purpose and, it's a qualitative research, in terms of approach, that was done with thematic analysis method. Participants in the research included experts related to field of research (expert professors of sports management and senior managers of sports in volleyball) who were selected non-probably using a combination of judgment and chain methods in the number of 12 people. Data collection was done with semi-structured interviews until theoretical saturation. The reliability of the data was evaluated through retest method agreement between two coders and its validity with the approval of experts. According to findings from interviews analysis with thematic analysis method and MAXQDA20 software, the main themes are factors related to league clubs (including 6 sub-components of managers' support, information technology infrastructure, communication networks, identification, media advertising and event's content production), factors related to social media (including 7 sub-components of development, production content, entertaining virtual pages, information, competitions reflection, talents' investigation and audience attraction), factors related to fans (including 5 sub-components of motivation, participation, attraction and retention program, loyalty and support) and environmental factors (including 2 sub-components of culture building and institutional support). This research provides results to facilitate the value co-creation in the digital era in sports marketing and increases the knowledge of sports managers in passing from traditional marketing of value delivery to value creation in sports business.
Sport Advertising
Mirsardar Rezvani; Mohammadrahim Najafzadeh; jafar barghi moghaddam; hamid janani
Abstract
The present research was conducted with the aim of designing an internet marketing model based on understanding of technology acceptance in attracting sports tourists. This research is descriptive-survey and applied. The statistical population included sports tourists who had chosen East Azerbaijan province ...
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The present research was conducted with the aim of designing an internet marketing model based on understanding of technology acceptance in attracting sports tourists. This research is descriptive-survey and applied. The statistical population included sports tourists who had chosen East Azerbaijan province as their sports tourism destination during 2022, and their number was around 3600 people, based on Cochran's formula and with non-probability and accessible sampling method, the sample size was obtained 347 people. To collect data, Davis' technology acceptance questionnaire (1989), Ramzanian's Internet marketing (2013) and Gibb's customer acquisition (2005) were used. In order to analyze the data, Pearson's correlation, structural equation modeling and Sobel were used in SPSS and Amos software at a significance level of 0.05. The results of the research showed that there is a positive and significant relationship between internet marketing, understanding of technology acceptance and tourist attraction (p<0.05), the research model has a good fit and internet marketing (p=0.001; t=7.69) and the understanding of technology acceptance (p=0.001; t=9.01) on attracting tourists and the understanding of technology acceptance also has a positive and significant effect on internet marketing (p=0.001; t=9.70) and internet marketing plays a mediating role in the impact of the perception of technology acceptance on the attraction of sports tourists (p=0.001; t=7.86). Therefore, if the increase in the understanding of the usefulness and ease of using technology by tourists is accompanied by the use of appropriate internet marketing by the marketers of the sports tourism industry, sports tourists will increase day by day.