Sports Media
zahra asgari gandomani; Hossein Akbari Yazdi; hamid roudbari; rohollah asgari gandomani
Abstract
The purpose of this practical study is to investigate the effect of gamification of sports programs on the purchase intention of consumers. For this purpose, cognitive evaluation was used to predict the effect of consumers' enjoyment of sports games on their purchase intention.The current survey ...
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The purpose of this practical study is to investigate the effect of gamification of sports programs on the purchase intention of consumers. For this purpose, cognitive evaluation was used to predict the effect of consumers' enjoyment of sports games on their purchase intention.The current survey study of the electronic five-point Likert questionnaire that includes; There were 3 questions for pleasure(Kim and Lee, 2013; Venkatesh and Gossin, 2009), 4 questions for reward(Nelson, 2008; O'Brien, 2010; Kankanhali, 2012) and 4 questions for purchase intention(Huang, 2017). 384 Iranian consumers who used NikeFuel or Nike+. A total of 380 questionnaires were returned, of which 352 were approved. The data was analyzed by SPSS 26 and smart PLS04 software. To check the reliability of the tool, the composite reliability coefficient(CR) for pleasure was 0.909, purchase intention was 0.886, and reward was 0.949. To measure the validity of the tool, average variance extracted(AVE) for pleasure was 0.770, purchase intention was 0.663, and reward was 0.822. The results showed that reward has a positive effect on pleasure and pleasure has a positive correlation with purchase intention. The study shows that the sports game can increase the consumer's purchase intention when it satisfies the psychological needs of the consumers as well as the reward satisfies the basic psychological needs of the people, which is the key to increase the enjoyment in the games. In addition, enjoying the game in the shopping market promotes consumer behavior. Sports companies should create an environment that has positive emotional effects on consumers.
Sport Advertising
Hassan Khorsandi; Ehsan Asadollahi; Shahryar Kharazian
Abstract
Sports brands are always looking for effective methods of advertising in the media to control the buying behavior of consumers, so the purpose of this research was to investigate the effect of advertising Characters in social media on the awareness of sports brands with the aim of creating purchase intention ...
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Sports brands are always looking for effective methods of advertising in the media to control the buying behavior of consumers, so the purpose of this research was to investigate the effect of advertising Characters in social media on the awareness of sports brands with the aim of creating purchase intention in consumers.The research method was applied in terms of its nature and purpose, and in terms of the data analysis method, it was descriptive-correlation, and data collection was done in the field.The statistical population of this research includes all consumers of sports brand products in the city of Mashhad in an unlimited number.Data collection was done using a researcher-made questionnaire of advertising characters, a standard questionnaire of brand awareness by Gill et al and a standard questionnaire of purchase intention by Beck and King.After confirming face validity,construct validity and instrument reliability, data analysis was done using descriptive and inferential statistics. The findings showed that advertising characters of human, animal, nature and scenery, objects and machines, plants and fruits have a direct and significant effect on purchase intention through brand awareness, but the advertising character variable of symbolic buildings and structures has a direct and significant effect through brand awareness. It has no meaning on the intention to buy. Using the results of the present research,the marketing and sales officials of sports brands can increase the effectiveness of their advertisements in the media, and get help from advertising personalities in branding and managing their brand to create purchase intention in consumers.
Sports Media
mehr ali hematinejhad toli; Sardar Mohamadi; Behnam Asheghi
Abstract
Marketing in sports and within sports organizations plays a crucial role, and today, sports marketing is taught at most universities across the country. Therefore, any book that aims to specialize in this field deserves a thorough review and examination. This study critiques the book "Sports Marketing ...
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Marketing in sports and within sports organizations plays a crucial role, and today, sports marketing is taught at most universities across the country. Therefore, any book that aims to specialize in this field deserves a thorough review and examination. This study critiques the book "Sports Marketing Management," authored by Farahani and Ghorbani Ghahfarokhi, published in 2020 by Payam Noor University Publications in its sixth edition. The critique utilized the book review checklist from the Council for the Review of Texts and Books in Human Sciences, and multiple readings of the book were conducted to identify errors. Based on the findings, the strengths of the book include its practical content and the incorporation of various tables that enhance reader comprehension. However, significant weaknesses were identified, including issues and ambiguities related to citations and source referencing. Additionally, structural weaknesses were noted, such as lexical errors, incomplete sentences, and disorganized content. The simplistic design of the back cover and overall cover of the book is another drawback. It is hoped that this critique, along with an examination of the book's strengths and weaknesses, will contribute to improving future editions and subsequent publications in the field.
Sport Advertising
shahab bahrami; mohammadsaeid kiani
Abstract
The Internet and social media make sports marketing easier. Historically, television has been the main source of income for top sports teams, leagues and sports associations. The purpose of this study is to investigate the impact of social media and the Internet on the marketing of sporting events. The ...
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The Internet and social media make sports marketing easier. Historically, television has been the main source of income for top sports teams, leagues and sports associations. The purpose of this study is to investigate the impact of social media and the Internet on the marketing of sporting events. The Internet creates new opportunities for distribution and consumer needs for sporting events. Social media is creating a new form of communication between fans, athletes, teams and supporters, and mobile technology is evolving so that fans and consumers of sporting events can follow sports content in general as well as live everywhere. These changes also create very strategic challenges and opportunities. The method of this research is the study and review of sites and social networks, as well as the translation of different articles in this field in several frameworks and ideas, including the sports ecosystem model, event marketing, star marketing, and international differences in watching sports. Based on the research results, a framework for developing social media strategy was strategy to be used. The result of integrated marketing shows an increase in maturity in terms of creating an integrated strategy that combines the active use of social media platforms and internal systems using social media and communities that focus on the website of the club or federation itself.
Abbas Seyfollahi; Seyyed Nasrollah Sajjadi; Ebrahim Alidoust Ghahfarokhi
Abstract
The purpose of this study was to investigate the impact of Social Networks on Promotion of Perspolis FC's Special Value of Brand. The research society was currently fans of persepolis club in Tehran, and according to the Morgan Table, 384 people were selected as an example. The method of doing research ...
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The purpose of this study was to investigate the impact of Social Networks on Promotion of Perspolis FC's Special Value of Brand. The research society was currently fans of persepolis club in Tehran, and according to the Morgan Table, 384 people were selected as an example. The method of doing research was a type of tradition, and created a tool for the gathering of information of the question of the question which reached the approval of 12 of the sports management teachers, and received 0.86, which shows the Acceptable reliabilityof the question. The analysis of research data was done using the description and test of smirnov smirnov and practical analysis with the help of the SPSS SOFTWARE VERSION 16 and pls version 3 at means level 0.05 The results of research shows, social networks and its seven times have a positive impact in promotion of the special value of the persepolis club. According to the expansion of the level of using social media in the society of persepolis club must use this position to introduce their brand, creating loyalty and satisfaction among the audience.
nargas baktash; taeabah barzagar
Volume 2, Issue 1 , November 2014, , Pages 27-35
Abstract
The present study examined the role of IRIB on the marketing of sports goods with an emphasis on sports mix marketing (P4). The components were sports marketing of products, price, promotion and place. Research type was a descriptive-survey. Populations were sports journalists, experts and all sports ...
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The present study examined the role of IRIB on the marketing of sports goods with an emphasis on sports mix marketing (P4). The components were sports marketing of products, price, promotion and place. Research type was a descriptive-survey. Populations were sports journalists, experts and all sports manufacturers. The instrument was a questionnaire. The analysis of the data collected with the help of SPSS software. The results showed that there was a significant difference between the existing situation and the desired situation of components, products, price and there was not any significant difference distribution existing status for desired promotion.