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.
Sport Advertising
mehdi rahimi afshar; Hamid Ghasemi; Masoumeh Hosseini; Saeed Jafari
Abstract
. This research in terms of purpose was applied; in terms of data collection, it was descriptive and correlational studies and specifically based on structural equation model. The statistical population of this study included graduate students of sports management in Tehran state universities, experts ...
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. This research in terms of purpose was applied; in terms of data collection, it was descriptive and correlational studies and specifically based on structural equation model. The statistical population of this study included graduate students of sports management in Tehran state universities, experts of Tehran Municipality Sports Organization, and the General Boards of Tehran Province who worked in the field of sports marketing and public sports. Random sampling method was available and to the sample Proportionate to the size of the community which was unlimited and based on Krejcie and Morgan table, 384 people were selected as the sample and the same number of questionnaires were distributed among the statistical population. A researcher-made questionnaire was used for data collection, which was designed based on Lee and Park (2007) "Integrated Marketing Communication" questionnaire, "Integrated Marketing Communication Causal Model Test" (IMC) questionnaire, and Questionnaire "Consumer purchase Behavior" Izadparast (2019). The factual and content validity of the research tools was confirmed by a group of professors and its reliability was confirmed by Cronbach's alpha coefficient. According to the results of one-sample t-test, all variables of integrated marketing communication including advertising (t = 5.70), promotion (t = 4.309), personal selling (t = 13.40), direct marketing (t = 10.03) had a positive and significant role in the development of public sports, but the variable of public relations (t = 0.829) had no significant relationship.
Sports Media
yasaman rezaeiniya; mahdi bashiri; Behrouz Ghorbanzadeh; Sheyda Amini
Abstract
A B S T R A C T
The main objective of the present research was to investigate the factors affecting the development of athletes’ personal brands through the social network Instagram. This research was a cross-sectional study that was applied in terms of purpose, descriptive in terms of method, ...
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A B S T R A C T
The main objective of the present research was to investigate the factors affecting the development of athletes’ personal brands through the social network Instagram. This research was a cross-sectional study that was applied in terms of purpose, descriptive in terms of method, and survey-based in terms of the collector data. The statistical population of the research included athletes, champions and coaches of sports disciplines who are members of the social network Instagram and have an active account. Using Morgan's table, a sample size of384 was determined, but taking into account a percentage for non-return of questionnaires,400 questionnaires were distributed and collected. The face and content validity of it was confirmed by 8 professors, management specialists, and sports sciences experts. The questionnaire consisted of three sections: demographic questions,Chan-Olmested et al(2013)social media characteristics questionnaire, and Arai's(2010)athletes personal branding. For the statistical analysis of the data obtained from the research, SPSSv27 and Smart.PLS.4 software were used. The results showed that the characteristics of openness, communication, participation, conversationality, and sharing on the social network Instagram have a direct and significant effect on the personal branding of athletes, and the factors influencing the personal branding of athletes through the social network Instagram have different priorities. Therefore, athletes should create a positive and attractive image of their brand on Instagram based on their personality traits, appearance, professional capabilities, lifestyle, and behavioral patterns, and utilize the media potential of Instagram to introduce their sports achievements, goals, values, and personality.
Sport Advertising
farzad khorasani sasi kolomi; Masoumeh Kalateh Seifari; Morteza Doosti
Abstract
investigating the impact of the technology environment on marketing development in the Iran Pro Wrestling League. The research community included 16 people from officials, wrestlers, wrestling team managers, coaches and sponsors. The sampling method was purposeful and accessible. The data collection ...
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investigating the impact of the technology environment on marketing development in the Iran Pro Wrestling League. The research community included 16 people from officials, wrestlers, wrestling team managers, coaches and sponsors. The sampling method was purposeful and accessible. The data collection tools were semi-structured interviews and review of research literature. A set of codes and concepts were collected through open coding and important categories were obtained. In the axial coding stage, relationships were established between the categories obtained in the open coding stage and these categories were determined in 6 titles and in the form of a paradigmatic pattern. In the next stage, 85 concepts were obtained through open coding, which created 56 subcategories by categorizing these codes. In the axial coding stage, 16 main categories were classified. The results showed that in causal conditions, costs paid by fans using technology, website security and comparing the cost and benefit of technology in sports marketing; in the axial category of technology in sports marketing; in contextual conditions, desirability of income from wrestling through technology, desirability of income through marketing and profit from technology; in interfering conditions unfamiliarity of organizers and managers with the digital space caused them to have less inclination towards technology. In strategies, creating a virtual space, creativity and entrepreneurship in marketing development, organizing online predictions, using modern technology in the sports hall and internet advertising and in consequences positively behaving fans play a role. Based on the findings, wrestling officials need to use various technologies in the field of wrestling marketing.
Sport International Relations
Sara Keshkar; Ghazal panahbar
Abstract
Sports have emerged as a significant form of soft power in diplomatic and international relations. A historical examination of the introduction of non-native sports in Iran sheds light on the methods and reasons behind their adoption in the country. The historical presence of foreigners and international ...
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Sports have emerged as a significant form of soft power in diplomatic and international relations. A historical examination of the introduction of non-native sports in Iran sheds light on the methods and reasons behind their adoption in the country. The historical presence of foreigners and international relations in Iran has had a notable impact, particularly in the development of modern sports. Foreigners have played a pivotal role in attracting young people and fostering the growth of sports in the country. Understanding the strategies employed by foreigners to promote their sports can offer valuable insights for sports managers seeking to maintain and develop local sports. In a historical qualitative study employing documentary methods and nominee interviews, the introduction of foreign sports to Iran was investigated. The study reviewed 70 relevant documents, articles, books, and reports. Additionally, experts and researchers in sport history, sport management, sport sociology, athletes, sports veterans, and club/team managers (N=19) were purposively and snowball sampled for interviews. The findings revealed that Iranians who had traveled abroad and foreigners played crucial roles in introducing sports to Iran, while economic and political connections were instrumental in promoting their development. Advertising, foreign cultural influences, structural development, and economic growth have all contributed to the maintenance and nurturing of these sports activities. The similar emergence of sports in many countries suggests that governments have strategically utilized sports to achieve political goals in host countries.
hamid mirsafian; Masoumeh Kalateh Seifari; Sahar Akbarnezhad Dehmiani; Fatemeh Katebi Jahromi
Abstract
The presence of spectators in football stadiums has made the sport live, & without the presence of football spectators, it loses its charm & excitement. In Iran, women are not allowed to attend football stadiums. On the other hand, social media has a significant role in new findings & the ...
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The presence of spectators in football stadiums has made the sport live, & without the presence of football spectators, it loses its charm & excitement. In Iran, women are not allowed to attend football stadiums. On the other hand, social media has a significant role in new findings & the formation of developments & information. Therefore, the purpose of this study was to provide a model of the role of social media on the entry of female spectators into Iranian football stadiums. This research is exploratory in terms of purpose & strategic in terms of exploration, which was carried out qualitatively based on the data theory of the foundation. The study population consisted of professors & elites in the field of sports management & media activists who were purposefully selected & snowballed & the data were collected through semi-structured interviews. The results showed that the obtained model consists of three parts. In the first level of the model are the components of the driving factors & in the second level are the components of the factors related to the processes & also in the third level are the primary & secondary outcomes. With the support of the government & using the results of the present study, managers & officials of the Iranian football sector can help the development of football marketing & the country's football economy by providing the possibility of female spectators in Iranian football stadiums.
Farzad Nobakht; Roghayyeh Bakhshesh; Mehrdad Moharramzadeh; Abbas Naghizadeh
Abstract
The purpose of this study was to evaluate the feasibility of designing and implementing marketing software in sporting events to investigate the financial, technical, human, legal, operational and schedule aspects of the study. The feasibility questionnaire was prepared with 40 items in 6 dimensions: ...
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The purpose of this study was to evaluate the feasibility of designing and implementing marketing software in sporting events to investigate the financial, technical, human, legal, operational and schedule aspects of the study. The feasibility questionnaire was prepared with 40 items in 6 dimensions: financial, technical, human, legal, operational and scheduling. Its reliability was assessed by Cronbach's alpha test and content validity of the questionnaire by 5 professors of sport management (using CVI and CVR indices). The statistical population of this research is 270 sport managers and experts and software designers in Ardabil city. Sampling was categorical random and the sample size was estimated 154 according to Cochran formula. The research findings showed that the human aspect of marketing software in Ardebil sport events is confirmed but technical, legal, financial, operational and scheduling aspects of marketing software in Ardebil province is not confirmed. According to the results, the design and implementation of sports event marketing software in Ardabil province is not evaluated positively and it is necessary to consider the possible obstacles and ways of investigating it before to design it.
Rasool Nazari; Elham Moshkelgosha; Reza Fardipoor
Abstract
The aim of this study was investigate the role of quality cross-functional communication and social opportunities as factors affecting the exchange of tacit knowledge and marketing effectiveness. Methods this descriptive correlation studies that were conducted through a survey. The population of this ...
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The aim of this study was investigate the role of quality cross-functional communication and social opportunities as factors affecting the exchange of tacit knowledge and marketing effectiveness. Methods this descriptive correlation studies that were conducted through a survey. The population of this research was sports Sellers. The data collection tool was questionnaire, and the sample of this research was 144 Sellers of Sports products. The collected data is analyzed using SPSS and AMOS software. Results shows that two variables of inter functional communication quality, and socialization opportunities has a positive and direct relationship with marketing development and a positive and indirect relationship through the mediating effect of tacit knowledge. The results show mediate role of the exchange of tacit knowledge in relationship between the quality of cross-functional communication and socialization opportunities with marketing effectiveness theoretically, the body of knowledge adds. In general, it is recommended that marketing and sales managers consider strategies to improve marketing effectiveness by increasing investment in inter-functional communication and socializing opportunities.
hosein kordloo; reza khorshidi; alireza elahi
Volume 3, Issue 4 , September 2016, , Pages 25-34
Abstract
The purpose of this study is to describe and determine the relationship between word of mouth advertising and intention to revisit in Ilam’s bodybuilding clubs. The population of study includes all costumers of bodybuilding in Ilam’s that have one year attendance in this clubs. To do this, ...
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The purpose of this study is to describe and determine the relationship between word of mouth advertising and intention to revisit in Ilam’s bodybuilding clubs. The population of study includes all costumers of bodybuilding in Ilam’s that have one year attendance in this clubs. To do this, 280 were randomly selected customers from bodybuilding clubs and data was collected through Junk word of mouth advertising questionnaire (2007) and reliability α=0.85, Lim intonation to revisited questionnaire (2006) and reliability α= 0.91. Research method was Correlational and Pearson correlation coefficient and linear regression were used for analyze data. The result of the regression analysis revealed that all the components of word of mouth advertising had the capability of predicting the customer intention to revisit in bodybuilding club (The component elements of receivers expertise). The component actively sought by congruence had the most effect and tie strength had the least effect on the customer intention to revisit in bodybuilding club.
saeed khanmoradi; Hossein Eydi; Akram GhobadiYeganeh
Volume 3, Issue 1 , December 2015, , Pages 41-51
Abstract
The purpose of this study was investigating and comparing of online services and Web marketing in Iranian, Germany and the UK soccer clubs. The research method was descriptive- Analytical. The statistical Population included official website of the Iranian premier League soccer clubs (16 teams), German ...
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The purpose of this study was investigating and comparing of online services and Web marketing in Iranian, Germany and the UK soccer clubs. The research method was descriptive- Analytical. The statistical Population included official website of the Iranian premier League soccer clubs (16 teams), German Bundesliga (18 teams) and UK Premier League (20 teams) in the 2015-2014 season. The sample was equal to society and include 54web site. The research tools was a check list developed by researcher that sports management experts had confirmed its validity and reliability were achieved through editors reliability. For data analysis, descriptive statistics (percentage, average, standard deviation) and inferential statistics (k-s, Spearman correlation coefficient and Friedman test) were used. The results show that Iranian club's web site compared with clubs in Germany and Britain had lowest average in online services (9/37) and web marketing (1/43). The most important strengths and weaknesses of the Iran Premier League became clear in this regard. Also, Malavan club had highest ratings average in providing online services (11/40) and Tractor club had the highest ratings average in web marketing (11/67). Also, there was a significant relationship between online services and web-based marketing in the UK Premier League. Conclude that Iranian soccer clubs must make more effort in online marketing and services to reduce the gap between themselves and European countries.
Amin Raee'at; Mahvash Zeini Zadeh; Somaeh Emadi
Volume 2, Issue 4 , September 2015, , Pages 38-46
Abstract
ABSTRACTSocial media marketing, including the use of Facebook , is becoming a prevalent part of the promotional marketing mix by recreation and sport organizations.While use of Facebook as a marketing tool is common , empirical evidence of itsuse is lacking. This study examined the effectiveness ...
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ABSTRACTSocial media marketing, including the use of Facebook , is becoming a prevalent part of the promotional marketing mix by recreation and sport organizations.While use of Facebook as a marketing tool is common , empirical evidence of itsuse is lacking. This study examined the effectiveness of social media marketing on college students in a campus recreation setting. Specifically, the effectiveness of Facebook status messages were assessed via a 2 × 2 repeated factorial within withinsubjects design to determine their influence on awareness of, interest in, and intention to participate in a campus recreation special event. Participants wereassigned to experimental (n = 27) or control (n = 25) groups . ANCOVAs revealed significant differences in awareness based on the treatment, but not in interest orintention. Findings suggest that social media marketing was effective in increasing awareness , and the study served as an empirical foundation for future research .
gh mehrabii; M Jalli Farhanei
Volume 2, Issue 3 , June 2015, , Pages 19-28
Abstract
Management in sport services centers can obtain high efficiency, which attract more audience participation. Customer Relationship Management (CRM) is the interaction with fans for gain competitive advantage and clubs can using through their websites. Accordingly, this study with the aim of evaluate web ...
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Management in sport services centers can obtain high efficiency, which attract more audience participation. Customer Relationship Management (CRM) is the interaction with fans for gain competitive advantage and clubs can using through their websites. Accordingly, this study with the aim of evaluate web marketing (customer relationship management) Iranian football club was done. This research was conducted as a qualitative method and applied perspective. In order to collect information used standard checklist Kriemadis Marketing and the findings reveal that website of Iranian football club have some information features, but in all features of sales, promotion, communication and information gathering aren't good condition. Thus, according to the research Iranian football clubs require to wide and major review in structural and update their own websites for gain competitive advantage.Thus, according to the research Iranian football clubs require to wide and major review in structural and update their own websites for gain competitive advantage.Keywords: Marketing, Customer, Relationship, Management, Football
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 ...
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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.
Morteza Rezae soofi; Abbas Shabani
Volume 1, Issue 3 , May 2014, , Pages 43-49
Abstract
Today, media are considered as the nerve center of the society, so they are the main and the most effective tools to transforming the information in communication possess. Means of transmitting information and knowledge in the communication process are realized. The aim of this study was to investigate ...
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Today, media are considered as the nerve center of the society, so they are the main and the most effective tools to transforming the information in communication possess. Means of transmitting information and knowledge in the communication process are realized. The aim of this study was to investigate the effect of mass media on the financing of the exercise. The method used in this study was descriptive- analytic with an applied nature and purpose. Collection method in this study was library studies and data collected by questionnaire. Several physical education professors were employed to determine the validity of the questionnaire survey .After their comments, the questionnaires were approved. To measure the reliability, the Cronbach's alpha in a small part of the Statistical Society (18n) was used and it was 0.90. The study population consisted of athletic supporters, private sector, public sector sponsors, board sports in Central Province, administration staff, Youth and Sports of the Markazi Province and faculty members of Markazi University, respectively.Sample of 80 patients, 71 completed the questionnaire correctly and were received and analyzed. For statistical analysis, data were analyzed using descriptive and inferential statistics. Inferential statistics, Friedman test was used to rank the items. The results showed that mass media in our country played a slight role in supporting financial resources, marketing and development of sports industry, as mass media has been resided in the middle rank. Therefore, it necessary to consider mass media in order to revise financial resource support and marketing of mass media and the laws of television rights.