Sport Advertising
Ghasem Zarei; seyedali naghavi
Abstract
The aim of the current research was to simulate the effect of integrated marketing communications on the attraction of sports tourists in Ardabil province. This study is done from the point of view of the goal of an exploratory research that is mixed with the research method and based on comparative-inductive ...
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The aim of the current research was to simulate the effect of integrated marketing communications on the attraction of sports tourists in Ardabil province. This study is done from the point of view of the goal of an exploratory research that is mixed with the research method and based on comparative-inductive reasoning. The statistical population of the research included 15 theoretical experts and experimental experts. Sampling was a non-probability and purposeful method, and the data collection tools were interviews and questionnaires. In the qualitative section, the main and subcategories of integrated marketing communication tools were identified using the theme analysis method. Then, in the quantitative part, the criteria obtained from the qualitative analysis of the research were prioritized using the fuzzy Delphi method. Finally, the effect of integrated marketing communication on the attraction of sports tourists was simulated using the factor-based modeling approach. The analysis of the research data was done in the qualitative phase with Maxqda20 software and in the quantitative phase with Excel and AnyLogic software. Based on the research results, 22 primary codes, 14 sub-themes and 5 main themes were counted. The results showed that among the tools of integrated marketing communication, the effectiveness of advertising is higher than other tools, and direct marketing, face-to-face sales, sales promotion and public relations are in the next ranks of influence. Also, the output of the simulation showed that the presented model can provide an appropriate estimate of the future of attracting sports tourists in Ardabil province.
Mohsen Maadi; Ali Mohammad Safania; abolfazl farahani; Hamid Ghasemi; Ali Asghar Doroudian
Abstract
Having an integrated communication marketing model prevents the creation of additional costs, wrong attitudes, and aimless investments in areas that have no meaningful effect on their performance and beneficiaries. The current research was conducted with the aim of identifying and validating effective ...
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Having an integrated communication marketing model prevents the creation of additional costs, wrong attitudes, and aimless investments in areas that have no meaningful effect on their performance and beneficiaries. The current research was conducted with the aim of identifying and validating effective strategies on integrated marketing communications in physical education and sports in the Ministry of Education. The statistical population in the qualitative part included 16 experts of physical education and sports in the Ministry of Education in various departments of the deputy of physical education and health, public relations and experts of physical education of the ministry and professors of physical education faculties who have experience in teaching sports marketing in the field of physical education. Also, in the quantitative part of the statistical population, which consisted of 360 people, there are physical education teachers (whose education level was master's degree and above), sports management students in doctoral and master's degree and education experts. Qualitative part analysis was performed with Maxqda software version 2020, also quantitative part analysis (exploratory factor analysis and validation) was performed with SPSS software version 26 and AMOS structural equation model. The results showed that the strategies consist of 32 factors and four components of financing, promotion, training structure and identification of marketing methods. Also in the quantitative part the result of the exploratory factor analysis were confirmed and finally factor loads were higher than 0.4 which means that the quantitative model of the strategies had a good fit.
Sports Media
Daryush Marefat
Abstract
The present research was conducted with the aim of modeling the impact of integrated marketing communications on the formation of a favorable image of volleyball clubs with the mediating role of social media. This study was of an applied, quantitative, field-library and correlational type. The statistical ...
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The present research was conducted with the aim of modeling the impact of integrated marketing communications on the formation of a favorable image of volleyball clubs with the mediating role of social media. This study was of an applied, quantitative, field-library and correlational type. The statistical population consisted of volleyball fans in Urmia city and according to the results of GPower software and simple random method, 194 people were selected as a statistical sample. The data collection tools were Lee and Park's Integrated Marketing Communications Questionnaire (2007), Jahanbani's social media (2018) and Orth and Green's Brand Image (2009). In order to analyze the data, in addition to descriptive analysis, structural equation modeling and Sobel test were used in SPSS version 23 and SMARTPLS version 3.1.1 software at a significance level of 0.05. The results showed that the research model has a good fit and that integrated marketing communications (p=0.001; t=9.695) and social media (p=0.001; t=5.466) have a positive and significant effect on the favorable image of volleyball clubs and integrated marketing communications also have a positive and significant effect on social media (p=0.001; t=610.25). The results of the study also showed that social media plays a mediating role in the effect of integrated marketing communications on the formation of the favorable image of volleyball clubs (p=0.001; z=9.560). Therefore, effective and continuous marketing communications with audiences and appropriate use of social media can lead to the formation of a favorable image of volleyball clubs in the minds of audiences and fans.