Sport Advertising
Maryam Sadat MahdiEslam; AliMohamad Safaniya; Mohsen Bagherian Farah Abadi; Seyed SalahoAldin Naghshbandi
Abstract
The purpose of this research was to design a match day revenue generation model for Iran's premier football league clubs, emphasizing the role of the media. This study employed a descriptive-survey approach for its practical purpose and utilized a mixed-method design for data collection. The thematic ...
Read More
The purpose of this research was to design a match day revenue generation model for Iran's premier football league clubs, emphasizing the role of the media. This study employed a descriptive-survey approach for its practical purpose and utilized a mixed-method design for data collection. The thematic analysis method was applied in the qualitative section, while the structural equation modeling method was used in the quantitative section. In the qualitative part, participants included two categories: human resources (professors, managers, specialists, etc.) and information sources (books, articles, documents, media, etc.). Sampling was conducted sufficiently and through a judgment method until theoretical saturation was reached, resulting in 16 participants. In the quantitative segment, the statistical population comprised all managers and officials of the media departments of Iranian football clubs, including teams in both the professional league and the first division, totaling 68 individuals. The research tools in the qualitative part included a systematic literature review and structured exploratory interviews. In the quantitative part, a questionnaire derived from the qualitative findings was utilized, consisting of 25 questions. Based on the extracted conceptual framework, 25 conceptual codes were identified during open coding. Axial coding revealed five axial codes: educational, pathology, information, ticket sales, and advertising. In selective coding, it was determined that educational factors influence information, pathology, ticket sales, and advertising, while information and advertising factors affect ticket sales. In the quantitative analysis, relationships were established, showing that advertising had a significant impact on ticket sales (2.779), information influenced ticket sales (4.003), training affected advertising (3.834), and ticket sales (12.858). Furthermore, information (6.699) and pathology (8.887) also showed values greater than 1.96, confirming their significance.Given the prominent role of various media in developing revenue generation for sports clubs, addressing the associated challenges should be a primary goal of media development programs. It is recommended that different media outlets leverage the results of this research.
s r; n y; h sh; Ehsan Namdar Joyami; h p
Abstract
The purpose of this research is to investigate customer dependency and constructivist innovation considering the moderating role of organizational culture among sports information manufacturers in Tehran metropolis. All assumptions are confirmed. The present study is a descriptive-survey based on the ...
Read More
The purpose of this research is to investigate customer dependency and constructivist innovation considering the moderating role of organizational culture among sports information manufacturers in Tehran metropolis. All assumptions are confirmed. The present study is a descriptive-survey based on the purpose of the study. The statistical population of this study includes sport information producers in Tehran, which has a total population of 480 sports information producers in this study. The random cluster sampling method is simple. The sample size is based on Morgan's table and Cochran's formula with a 0.05 error of 213 people. Reliability and validity of the research questionnaire has been confirmed. The software used in this research is smart pls. Findings indicate that customer dependency has a negative relationship with constructive innovation, and also increasing the orientation of performance and increasing competition leads to increased constructive innovation. On the other hand, a stronger performance orientation will strengthen the negative relationship between customer affiliation and constructivist innovation, and stronger competition reduces the negative relationship between customer depndency and constructive innovation.