Sport Advertising
Nadia Kahrizi; Mohamad Piri; Javad Karimi
Abstract
Social media is used as a platform to carry out marketing and advertising activities. The present study was designed and implemented with the aim of investigating the role of emotional advertising of wellness products in social networks on the mental attraction of young and adolescent consumers (a case ...
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Social media is used as a platform to carry out marketing and advertising activities. The present study was designed and implemented with the aim of investigating the role of emotional advertising of wellness products in social networks on the mental attraction of young and adolescent consumers (a case study of the Rubika social network). The method of the present research was correlation. The statistical population of the research included all young consumers who regularly participated in social network activities in these spaces. The exact number of these people was unknown. According to Cochran's sample size formula, 381 people were selected as the research sample in the conditions of uncertainty of the statistical population and also high dispersion of the statistical population. In order to analyze the research data, structural equation test was used in SPS and Imus software. The key results of narrative structural equation modeling and the validity of the current model and the significant effect of performance expectation, pleasure-seeking motivation, interaction, information value and perceived importance on purchase intention were shown. This study provides some practical and theoretical guidelines on how to plan and effectively implement marketing campaigns on social media platforms.
Sports Media
Sara Torabi; Sepideh Ghotnian; Zohreh Afsharmand; Motahareh Moslehi
Abstract
The goal of this study was to show how the Balanced Scorecard (BSC) can be used as a tool for better managing media activities in the Tehran Municipality Sports Organization. The research used a qualitative method with a focus on thematic analysis. The study involved sports management experts (like professors ...
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The goal of this study was to show how the Balanced Scorecard (BSC) can be used as a tool for better managing media activities in the Tehran Municipality Sports Organization. The research used a qualitative method with a focus on thematic analysis. The study involved sports management experts (like professors and researchers), managers from the Tehran Municipality Sports Organization, and officials in public relations and media. Participants were selected purposefully, and data collection continued until theoretical saturation was reached (19 participants). The research instrument was an exploratory (semi-structured) interview. The validity of the instrument was confirmed based on sample credibility, expert opinions, and inter-rater agreement. Thematic analysis was conducted using the Attride-Stirling (2001) method. MaxQDA Pro software was used to evaluate the interviews. The comprehensive thematic analysis and thematic network mapping, based on expert opinions and a review of theoretical foundations, revealed that the Tehran Municipality Sports Organization's media activities can be improved from four perspectives: financial, customer, learning and growth, and internal processes. Overall, the balanced scorecard model, as a strategic management tool, can help improve media performance in the Tehran Municipality Sports Organization. By focusing on these four perspectives—financial, customer, learning and growth, and internal processes—the organization can enhance its media performance and move closer to achieving its strategic goals
Sports Media
Fatemeh Javadi; Adel Afkhar; Majid Solimani
Abstract
The current research was designed and implemented to examine the role of social media in the success and continuity of private sports clubs. This study utilized a descriptive-survey approach for its practical purpose, employing a mixed method for data collection. In the qualitative portion, the research ...
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The current research was designed and implemented to examine the role of social media in the success and continuity of private sports clubs. This study utilized a descriptive-survey approach for its practical purpose, employing a mixed method for data collection. In the qualitative portion, the research population included sports management professors who had conducted at least two studies related to media and sports clubs, as well as managers of public and private sports clubs with doctoral degrees. Purposeful sampling was employed for this segment. In the quantitative portion, the statistical population consisted of all managers of public and private sports clubs in Hamadan city, totaling 109 individuals. The research tools included semi-structured interviews and questionnaires. For analyzing the qualitative data, open, axial, and selective coding methods were utilized, while structural equation modeling was applied in the quantitative analysis. The results yielded two general components: social media and the success and continuity of sports clubs. Additionally, the findings indicated that the research model demonstrated a good fit. Consequently, managers of private sports clubs should prioritize improving their management systems, enhancing financial support, and utilizing expert human resources to achieve significant success in their endeavors.