Sports Media
Nafiseh Naghibi; Mohamadreza Esmaeilzadeh Ghandhari; Hassan Fahimdevin; Hossein Peymanizad
Abstract
The current research was carried out with the aim of identifying the effective factors in the production of digital content in the sports industry. The research method was mixed (qualitative-quantitative). The statistical population of this research is based on the purposeful and snowball sampling method, ...
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The current research was carried out with the aim of identifying the effective factors in the production of digital content in the sports industry. The research method was mixed (qualitative-quantitative). The statistical population of this research is based on the purposeful and snowball sampling method, in order to identify the effective components on the production of digital content in the sports industry, from experts and experts in the fields of media and digital marketing, radio and television experts, presenters and journalists of sports and newspapers. Sports writers were invited to conduct in-depth interviews and extract open, central and theoretical codes, of which the researchers were able to interview 28 experts in this field until reaching theoretical saturation. In order to analyze the data of this research, coding was used in the qualitative part and interpretive structural modeling was used in the quantitative part. The results of the analysis of the conducted interviews showed that 66 codes were extracted, and these codes were divided into 12 categories, including cultural-management issues, human resources, content strength, content suitability, content volume, advertising effectiveness, stunning design, subject content quality. Content, coordination, skill of production factors and luxury were categorized. Paying attention to the identified factors can provide a technical and non-technical basis for the production of digital content in the sports industry.
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.
mohammad zare abandansari; NASRIN AZIZIAN KOHAN; fatemeh rezapour
Abstract
The aim of the present study; Presenting new practical strategies for the profitability of Esteghlal & Persepolis football clubs by using the capacities of media & advertising revenues, commercial revenues & managerial revenues. The research method is qualitative & based on the Grounded ...
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The aim of the present study; Presenting new practical strategies for the profitability of Esteghlal & Persepolis football clubs by using the capacities of media & advertising revenues, commercial revenues & managerial revenues. The research method is qualitative & based on the Grounded Theory. The statistical population of the study was the faculty members of the universities in the Department of Sport Management & Business Management, sport marketing specialists, legal & economics experts. The statistical sample was purposefully selected for the interview & the interviews continued until theoretical saturation. Finally, 12 interviews were conducted. After conducting the interviews, the collected materials were carefully studied & the data obtained from its implementation was divided into three main steps of open, axial & selective coding. After step-by-step coding according to Glaser method, 74 Final code were obtained in 9 sub-categories & 3 main categories of media & advertising revenues, commercial revenues & managerial revenues as effective revenue generation strategies were applied to Esteghlal & Persepolis football clubs. Using the concepts obtained in this study, the financial deficits caused by the problems of media broadcasting rights, ticket sales & environmental advertising in the country can be compensated with other means of media communication, business revenues & management revenues & made money in the club.
Bahram Yoosefy; Habib Honari; Akram Ghobadi Yeganeh; Vali Naseri Palangard
Abstract
At the beginning of the third millennium, the world of sports marketing is looking for new ways to develop their economies. Advertising is one of the most challenging issues in management that concern managers to assess the risk factors that have been allocated. So, the purpose of this study was investigated ...
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At the beginning of the third millennium, the world of sports marketing is looking for new ways to develop their economies. Advertising is one of the most challenging issues in management that concern managers to assess the risk factors that have been allocated. So, the purpose of this study was investigated the effect on the attitude to advertising through sports fandom. The population consisted of all students of Razi University and Azad University in 2018 in which 250 people responded to to three questionnaires as samples. To analyze data, SPSS and Amos software were used in order to present model. The results showed that the model is fitted perfectly. Also, path analysis showed that Sport fandom has been able to directly affect the attitude of fans toward advertising through sport, as well as indirectly and in total, effects of 0.36 through the attitude toward advertising has been effective. This could help sports marketers save time and resources to plan effective advertising in the sports fandom
Mohammad Rasoul Khodadadi; Houriyhe Dehghanpouri; Mehdi Saderioskoyi
Abstract
Abstract
The aim of this study is to investigate the role of media communication and effective advertising in attracting sponsor for table tennis board in East Azerbaijan province. This research is applied in terms of purpose and descriptive – survey in terms of nature. The statistical population ...
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Abstract
The aim of this study is to investigate the role of media communication and effective advertising in attracting sponsor for table tennis board in East Azerbaijan province. This research is applied in terms of purpose and descriptive – survey in terms of nature. The statistical population was all sport management specialists, media professionals and also members of table tennis board in East Azerbaijan province; (210 persons). The sample size was estimated 132 people by Morgan table. Random cluster sampling was used. Data collection has been done through library studies and questionnaires. Questionnaires included media communication and advertisement questionnaire of Abdavi et al. (1395),Standard Financial Inventory Questionnaire of Arnold et al. (2002), and a questionnaire on the role of media in attracting financial resources of Fallah and Aga Khani (1395). Validity and reliability of questionnaires used by researchers in various researches have been confirmed and approved. After collecting data, data was analyzed using SPSS21 and Excel 2010 software for descriptive and inferential statistics. In the inferential statistics section, The Wilk's test was used to verify the non-standardity of the data. The linear regression test was used to test the hypotheses and friedman ranking test for component ranking. The significance level for all analyzes was considered as P <0. 05. The results showed that media communications and advertising could positively and significantly predict the attraction of public resources, the attraction of private sector sponsors, advertising revenue during the tournament, the income of the sports competitions, and marketing and the introduction of services and products. According to the results, it can be stated that media and its various roles are essential elements in advertising and sponsorship; Therefore, if investments, sponsors, advertising, media and sports are placed in a positive and principled interaction together, they will grow and expand together and as the result, will engage in different sectors of society, and will cause development of sports in the country.