AbdoalMajid DoorAndish; Seyd Mohamad Ali Mirhoseini; Ahmad Torkfar; Alireza Elahi
Abstract
The present research was carried out with the aim of designing a model of the role of the media in guerrilla marketing of sports products (goods and services) with a combined approach. In terms of practical purpose, the present research was a combination of sequential exploratory type and survey collection ...
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The present research was carried out with the aim of designing a model of the role of the media in guerrilla marketing of sports products (goods and services) with a combined approach. In terms of practical purpose, the present research was a combination of sequential exploratory type and survey collection method. The statistical population in the qualitative part included professors, researchers, producers and activists in the field of advertising (22 people) and in the quantitative part it included academic professors and production managers and sports stores (198 people). To collect information in the quantitative part of the researcher-made questionnaire taken from the qualitative part, it was divided into two parts: demographic characteristics and questions. This questionnaire contains 29 items and in the form of 8 main components in the form of five Likert options (completely agree, 5 points to completely disagree, 1 point). Structural equation method using Smart-PLS software was used to analyze the model. The results of the analysis of the interviews showed that 29 conceptual codes, 8 categories (core codes) of advertising, grounding, human resources, economic, nature, beauty, effects and benefits, including the roles of the media in guerrilla marketing of sports products. To be the results of the quantitative part also confirmed the results of the qualitative part.
Rasool Nazari; Elham Andalib
Abstract
The purpose of this study was to predict customer attraction through marketing mix elements and the use of ICT at private Sport clubs. The present research is applied research. The statistical population was include of all Isfahan professional club clients. Based on the Cochran formula, a sample of 384 ...
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The purpose of this study was to predict customer attraction through marketing mix elements and the use of ICT at private Sport clubs. The present research is applied research. The statistical population was include of all Isfahan professional club clients. Based on the Cochran formula, a sample of 384 people was selected as the statistical sample. In order to collect information, Moghimi marketing mixing questionnaire (2010), researcher made questionnaire of information technology and customers’ attraction were used. After verifying the face and content validity of the questionnaires by experts, reliability was calculated through Cronbach's alpha, respectively. Route analysis of structural equations was used to analyze the findings. Findings showed that the fitting of the structural model of the coefficients t for all research relationships is proper. In general, it can be admitted that the combination of marketing and the use of information technology directly affects the process of attracting and retaining customers of private clubs, so it is recommended that managers use these strategies to highlight the competitive advantages of clubs through use of physical and virtual space in the job.