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.
Sports Media
Leila Shokohi Rostami; Zayalabedin Falah; Taher Behlekeh; Asra Asgari
Abstract
The purpose of this research was to analyze the capacities of the media in order to develop the sports participation of the elderly with an emphasis on social welfare factors. A qualitative research with a systematic exploratory approach was chosen. The statistical population included two parts of human ...
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The purpose of this research was to analyze the capacities of the media in order to develop the sports participation of the elderly with an emphasis on social welfare factors. A qualitative research with a systematic exploratory approach was chosen. The statistical population included two parts of human resources (professors, managers, seniors) and information sources (books, articles, documents, media). Sampling was done in a sufficient number and with a judgment method based on reaching theoretical saturation (18 people). Research tools included systematic library study and structured exploratory interviews. The validity of the instrument was evaluated and confirmed based on the validity of the sample, the opinion of experts and the agreement between the correctors. In order to analyze the findings, a multi-stage conceptual coding method with a systemic analysis approach was used. Based on the extracted conceptual framework, it included 5 categories and 29 open codes. The results of selective coding showed that 5 main categories or core codes include information, education, culture, monitoring and motivation. Therefore, it can be concluded that; Officials with media partners should design educational and promotional programs suitable for the elderly and broadcast them in mass media so that a culture of support for elderly sports is formed in the society
Sports Media
ayyob soory; shahram shafiee; Hossein brakhas
Abstract
The aim of the current research was to investigate the role of social networks in the team identity of fans of Iran's Premier League football teams with the mediating role of controlling team corruption. This research was quantitative and its approach was correlational. The statistical population ...
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The aim of the current research was to investigate the role of social networks in the team identity of fans of Iran's Premier League football teams with the mediating role of controlling team corruption. This research was quantitative and its approach was correlational. The statistical population of the present study included all the fans of the Premier League football teams. The sample size was estimated to be 270 using Haier et al.'s approach, and to ensure reliability, 300 questionnaires were collected, of which 272 questionnaires were fully answered and analyzed. The random sampling method was simple. The measurement tools of the research included three questionnaires of social networks (Jahanbani, 2017), reduction of team corruption (Zare et al., 2015) and team identity (Shojaei et al., 2016), which content and form validity were confirmed (12 people). In this research, frequency, mean, standard deviation and multiple regression (structural equations) tests were used for data analysis with the help of SPSS and SmartPLS3 software. The results showed that social networks (0.57) and team corruption control (0.42) had a significant effect on the fans' team identity, and social networks (0.64) had a significant effect on corruption control. The findings indicated that sports teams can establish disciplinary systems to encourage or punish players, formulate efficient rules and regulations in league transfers, prevent corruption in the process of recruiting players, and provide transparent facilities to players and team managers. provide the ground for team identification of sports fans.
Sport Advertising
Najaf Kosari; Reza Sabunchi; Alireza Zand
Abstract
The aim of this research was to design a model for managing the ethical behavior of prominent athletes in cyberspace. The study employed a qualitative approach with thematic analysis. Media specialists, academic staff familiar with the research topic, coaches, and renowned athletes active in cyberspace ...
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The aim of this research was to design a model for managing the ethical behavior of prominent athletes in cyberspace. The study employed a qualitative approach with thematic analysis. Media specialists, academic staff familiar with the research topic, coaches, and renowned athletes active in cyberspace were selected using purposive sampling, resulting in 12 interviews until theoretical saturation was achieved. To ensure reliability, an additional three interviews were conducted, totaling 15 participants. The research instrument included exploratory (semi-structured) interviews. The validity of the instrument was evaluated and confirmed based on sample credibility, expert opinions, and inter-rater agreement. The thematic analysis method proposed by Attride-Stirling (2001) was used to analyze the findings. MaxQDA Pro software was utilized for interview analysis, and iMindMap version 10 was used for mapping the thematic network. The results of the comprehensive thematic analysis and thematic network mapping, derived from expert opinions and theoretical studies, indicated that managing the ethical behavior of athletes and prominent sports figures requires measures in various areas such as planning, coordination and organization, monitoring and evaluation, and economic (budgeting). The findings of this research can contribute to the development and implementation of effective strategies for managing the ethical behavior of prominent athletes in cyberspace.
Sports Media
Mohamad Javad Kakeh; Sirous Ahmadi; Gholamreza Khaksari
Abstract
This study aimed to design a model explaining how athletes generate income through social media. The investigation adopted a qualitative strategy grounded in Strauss and Corbin’s systematic approach. The team gathered data through fieldwork to meet the study’s fundamental objective. The statistical ...
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This study aimed to design a model explaining how athletes generate income through social media. The investigation adopted a qualitative strategy grounded in Strauss and Corbin’s systematic approach. The team gathered data through fieldwork to meet the study’s fundamental objective. The statistical population comprised 20 individuals, experts in sports management, elite athletes, and sport-business and commerce professionals active on social platforms, economic actors, and information-technology specialists. The researchers recruited them via snowball sampling. The research team applied grounded theory to conduct systematic open, axial, and selective coding procedures. They carried out open coding by thoroughly analysing interview transcripts. Guided by the resulting open codes, they formulated axial codes and, through selective coding, constructed the overarching theoretical model. Subject-matter experts subsequently validated the proposed paradigm model. The findings show that elite athletes’ ability to earn income via social media depends on causal conditions, including reliable technological infrastructure and sufficient digital literacy; contextual conditions, consistent organisational support and active government involvement; and intervening conditions, persistent economic pressures and complex legal constraints. Effective strategies for fortifying management teams, adopting current technologies, and crafting targeted digital marketing campaigns can contribute to developing this process. These actions can yield tangible benefits, including sustained economic growth, a wider appreciation of sporting culture, and measurable gains in selected social indicators.
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Sports Media
Meysam Karimi; Adel Afkar; Gholamreza Khaksari; Majid Solimani
Abstract
The aim of this study is to examine the impact of media on improving the status of countries in hosting international sports events, focusing on strategic approaches. This study was conducted using a qualitative method and qualitative content analysis. Data were collected through semi-structured interviews ...
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The aim of this study is to examine the impact of media on improving the status of countries in hosting international sports events, focusing on strategic approaches. This study was conducted using a qualitative method and qualitative content analysis. Data were collected through semi-structured interviews with 17 experts in the field of sports management, media, and officials related to holding sports events. Data analysis was conducted using thematic analysis and three stages of open, axial, and selective coding. The findings of the study showed that four axial codes, including sports diplomacy, media advertising and branding, attracting public participation, and infrastructure, have a significant impact on improving the status of countries in hosting sports events. Media, sports, and digital infrastructures were introduced as the most basic factors facilitating diplomatic interactions, advertising campaigns, and public participation. Sports diplomacy can pave the way for successful advertising and national branding by creating effective relationships at the international level. Advertising and branding also enhance public motivation and participation by showcasing national achievements and creating a sense of pride. These interactions operate in a dynamic and synergistic cycle, ultimately enhancing the host country’s global standing. The results of the study indicate that establishing advanced media infrastructure, strengthening diplomatic interactions through the media, using new technologies in advertising, and attracting broad public participation are key strategies for countries to succeed in hosting international sports events. model, this study shows how the media can act as a powerful tool in managing and enhancing the standing of countries.
Sport Communication
Mohtaram Payandeh; Nematollah Nemati; Tahereh Bagherpoor
Abstract
The purpose of the present study is to validate a model based on individual characteristics and environmental factors in social networks.The present research method is a mixed type (qualitative and quantitative).The statistical population of the qualitative part included university professors in the ...
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The purpose of the present study is to validate a model based on individual characteristics and environmental factors in social networks.The present research method is a mixed type (qualitative and quantitative).The statistical population of the qualitative part included university professors in the field of physical education, sports club managers,The statistical population of the quantitative part included professional athletes in team and individual disciplines.Finally, 385 people were selected as a sample and the sampling method in this study was a simple random stratified.was carried out with the help of PLS software. The results of the qualitative part showed that the codes extracted from 20 interviews were equal to 123 initial codes, which were then categorized in the next stage in axial coding, which were categorized into the main themes: personal brand strategies of athletes in social media, personality and psychological characteristics of athletes, leadership and social interactions, economic and sponsorship factors, lifestyle and cultural identity, the role of social platforms on the reputation and success of athletes, acceptance of changes and innovations, and challenges and opportunities for building athletes' personal brands.The results of structural equation modeling showed that the variable of personal branding of athletes has a positive and significant effect on personal brand strategies of athletes in social media; on personality and psychological characteristics of athletes; on leadership and social interactions; on economic and sponsorship factors; on lifestyle and cultural identity; on the role of social platforms on the reputation and success of athletes; on acceptance of changes and innovations
Sport Public Relations
Elham Haghighat; Hossein Abdolmaleki; Mahvash Nourbakhsh; Parivash Nourbakhsh; Ebrahim Alidoust Ghahfarokhi
Abstract
Anti-marketing can be regarded as an effective strategy to reduce the consumption of products that may cause problems for individuals and society. Therefore, the purpose of this study was to investigate the role of public relations in anti-marketing of doping drugs, with mediating factors such as personal ...
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Anti-marketing can be regarded as an effective strategy to reduce the consumption of products that may cause problems for individuals and society. Therefore, the purpose of this study was to investigate the role of public relations in anti-marketing of doping drugs, with mediating factors such as personal networks, public commentary, and physical evidence within Iran’s sports context. This study was applied in terms of purpose and utilized a descriptive-correlational design for data analysis. The statistical population included all athletes and coaches who, according to reports from the National Anti-Doping Agency, had the highest energy use in recent years. Based on the research objectives and using PASS statistical software, the sample size was determined to be 250 participants at an error level of 0.05. The data collection tool was a standardized questionnaire developed by Haghighat et al. (2021). The results indicated that all components examined played a positive and significant role in anti-marketing.
Sport Communication
seyedeh maryam naghib hosseini; Seyyed Emad Hosseini; Farshad Emami
Abstract
Nowadays, fundamental changes have been observed in the tools and strategies used by certain sports individuals to communicate with customers through social media. The aim of this research was to present a paradigmatic model of social networks in creating sports businesses and providing a paradigmatic ...
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Nowadays, fundamental changes have been observed in the tools and strategies used by certain sports individuals to communicate with customers through social media. The aim of this research was to present a paradigmatic model of social networks in creating sports businesses and providing a paradigmatic model. This research was fundamental in terms of purpose and exploratory in terms of data collection using grounded theory method. The data collection tool was semi-structured in-depth interviews. The statistical population included experts, professors, managers, business owners, entrepreneurs and consultants in the sports industry and purposeful sampling method with snowballing technique was used. The collected data were analyzed using open, axial and selective coding and the final pattern was extracted. The final model consisted of the sum of the necessary conditions (2 categories), contextual condition (3 categories), strategies (4 categories), interfering variables (2 categories), consequences (2 categories) and the axial coding (2 categories) of the impact of social networks on creating sports businesses. In order to assess the reliability and quality control of the present study, Cohen's Kappa method was used. The calculated Kappa coefficient was 0.776, which was at an acceptable level of agreement. In order to establish and launch businesses in the country's sports, providing appropriate infrastructure and conditions for social networks can be one of the effective ways to stimulate business situation in the country's sports.
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.