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.
Sports Media
Rezgar Pourmarouf; Ali Afrouzeh; Mohammad Pourkiani
Abstract
In this study, the AIDA model (attention, interest, desire, and behavioral action) and TAM (technology acceptance model) were used to explain the behavior of consumers of sports products through augmented reality shopping applications familiar on social media. Thus, the present study aimed ...
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In this study, the AIDA model (attention, interest, desire, and behavioral action) and TAM (technology acceptance model) were used to explain the behavior of consumers of sports products through augmented reality shopping applications familiar on social media. Thus, the present study aimed to investigate the impact of social media on the process of using augmented reality shopping applications by customers of sports products emphasizing the AIDA and the TAM models. The present study was descriptive and correlational in terms of nature. Convenience sampling was used. The samples were selected among those who were familiar with augmented reality shopping applications through social networks and had experience using augmented reality shopping applications. AIDA and TAM model questionnaires were used as research tools. To analyze the data and assess the direct and indirect effects of variables, structural equation modeling was used in PLS4 software. The results revealed that attention and interest have a positive and significant impact on behavioral beliefs in the technology acceptance model. Thus, it can be concluded that social media acts as an external element in the process of accepting augmented reality shopping applications. It promotes a mediating role in creating the desire to use applications by positively affecting users' attitudes toward accepting new technology. The promotion of augmented reality shopping applications in social networks can facilitate the process of familiarity with using these applications. Research and development companies in Iran can draw the attention of users toward the use of these platforms by adding various sports options to the product menu of augmented reality shopping applications.
Sport Advertising
Saheb Daryaei; saeed amirnejad; sajjad ghadami
Abstract
The present study aimed to investigate the role of Instagram bloggers in influencing the intention to purchase sports products, with the mediating effect of attitude towards the brand. This research is of a descriptive-correlational nature in terms of both its practical objective and method. The statistical ...
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The present study aimed to investigate the role of Instagram bloggers in influencing the intention to purchase sports products, with the mediating effect of attitude towards the brand. This research is of a descriptive-correlational nature in terms of both its practical objective and method. The statistical population of the study consisted of all Instagram users who had purchased sports products through this platform. Due to the limited statistical population, the sample was selected through convenience sampling, comprising 221 individuals. The research tools used in this study included a researcher-made questionnaire on the role of Instagram bloggers, the standard intention to purchase questionnaire by Naito and Kim (2006), and the standard attitude towards the brand questionnaire by Crystalis and Cherischo (2013). The face and content validity of the questionnaires were confirmed by 10 marketing and sports management experts, and the reliability of the three questionnaires was reported as 0.85, 0.86, and 0.88 respectively, based on Cronbach's alpha. Descriptive and inferential statistics such as Smirnov-Kolmogorov test, Spearman's correlation coefficient, stepwise regression analysis, and Sobel test were used for data analysis in the SPSS software version 25. The findings of the study indicated that the role of Instagram bloggers significantly influences the intention to purchase sports products. Specifically, there was a positive and significant relationship between the bloggers' expertise and purchase intention by 17%, the bloggers' likable personality and purchase intention by 22%, the trustworthiness of the blogger and purchase intention by 40%, the social attractiveness of the blogger and purchase intention by 57%, and finally, the blogger's personality style and purchase intention by 51%. Therefore, the attention to these factors by sports bloggers can have a positive impact on the minds of sports consumers who follow them. Furthermore, the results showed that the role of Instagram bloggers, with the mediating effect of attitude towards the brand, can significantly affect the intention to purchase sports products. As a result, organizations, companies, and sports producers can utilize popular domestic and international Instagram bloggers, considering the bloggers' characteristics and the public's mindset about them, to promote and sell their sports products for the advancement of their organizational goals.
ali karimi; shahab bahrami; Nazanin Rasekh; Hamid Ghasemi
Abstract
The aim of this study was to develop a paradigm of advertising through social media, in order to influence the desire of customers for sports products. The method of the present study is qualitative and based on the data theory of the foundation, with a systematic approach. The statistical population ...
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The aim of this study was to develop a paradigm of advertising through social media, in order to influence the desire of customers for sports products. The method of the present study is qualitative and based on the data theory of the foundation, with a systematic approach. The statistical population of this study included 15 sports media management specialists, and sports marketers, who were selected through targeted sampling based on a theoretical approach. Data collection continued until the theoretical saturation of the data, and 15 semi-structured individual interviews were conducted. In order to analyze the data, three-step open, central and selective coding methods of Strauss and Corbin were used. The findings of the resulting paradigm model include the sections on causal conditions, strategies, interventional and contextual conditions, and their consequences. Causal conditions fall into two categories: social media potential and customer orientation. Interventional conditions, including internal and external constraints (usage constraints, and application constraints), and contextual constraints, include categories such as performance improvement, and the development of advertising effectiveness (individual and environmental factors). To develop effective advertising through social media, strategies such as branding and accreditation, customer engagement, and capacity building, to attract and retain customers, and to influence the desire of customers for sports products, need to be adopted... Finally, the consequences of the process of developing a paradigm of advertising through social media, in order to influence the desire of customers for sports products, social and sociological development, marketing and economic development and shopping development, in the form of development, and socio-economic beliefs will be Was.
Mohammad Soltan Hosseini; Leili Khavari Khorasani; Mojtaba Ghasemi Siani
Abstract
The purpose of the present study was to investigated the impact of different types of unfavorable news (negative value-related news and negative performance-related news) on brand hate of sports products. The present study was practical. The statistical population of the study consisted of all users ...
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The purpose of the present study was to investigated the impact of different types of unfavorable news (negative value-related news and negative performance-related news) on brand hate of sports products. The present study was practical. The statistical population of the study consisted of all users of sport products at University of Kurdistan, that statistical sample of 550 people was selected. In order to compare the two types of undesirable news, the research sample was divided into two groups. Simple random sampling method was used for data collection. Questionnaire was used to measure research variables and descriptive (frequency, percentage, mean) and inferential (path analysis) methods were used for data analysis. The results showed that both types of unfavorable (negative) news influenced on the brand hate of sports products, but negative value-related news had a stronger effect. The results also indicated that in both groups, brand hate had a positive and significant effect on all three behavioral outcomes (Brand Avoidance, Negative WOM and Brand Retaliation). Accordingly, it is suggested that corporate executives be sensitive to the news of their products and their company in the media. And prevent the dissemination of undesirable news (especially value-related news) which in most cases may also be false or rumored.