Sport Advertising
zahra abdolvahabi; mehdi kohandel; Abas khodayari; Ali Zareai
Abstract
Electronic commerce is one of the technologies that encompasses a broad concept behind its seemingly simple name. The aim of the present research was to validate the identified factors affecting electronic commerce in the Iran Football Federation. The current research method is a combination of qualitative ...
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Electronic commerce is one of the technologies that encompasses a broad concept behind its seemingly simple name. The aim of the present research was to validate the identified factors affecting electronic commerce in the Iran Football Federation. The current research method is a combination of qualitative and quantitative approaches, with qualitative and then quantitative methods used in the study. The statistical population consisted of two parts: the qualitative section included university professors, experts, and stakeholders. The sampling method was non-probabilistic, using purposeful and maximum diversity or heterogeneity. The sample size in this research was determined to be 17 based on theoretical saturation, and in the quantitative section, marketing experts, sports marketers, IT professionals, and federation experts were included, resulting in a sample of 370 individuals. The measurement tool in the qualitative stage was open-ended interviews, which were analyzed based on three stages of open, axial, and selective coding. In the quantitative section, the research tool included a questionnaire derived from the qualitative section codes, which was further analyzed using AMOS software. Based on the data analysis, 99 initial concepts, 19 main categories, and 6 core categories were identified. Subsequently, 6 theoretical propositions based on the theoretical data foundation model were proposed for modeling electronic commerce in the Iran Football Federation.
Sport Advertising
ali asgar; sirous ahmadi; Azadeh alinezhad
Abstract
Nowadays, companies are placing a strong emphasis on understanding the factors that influence consumer buying behavior. In pursuit of this objective, managers of organizations are giving special attention to attitudes. This study aimed to investigate the impact of attitudes towards advertising and brand ...
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Nowadays, companies are placing a strong emphasis on understanding the factors that influence consumer buying behavior. In pursuit of this objective, managers of organizations are giving special attention to attitudes. This study aimed to investigate the impact of attitudes towards advertising and brand by comparing animated advertising with advertising featuring real characters on consumer attraction and purchase intention. The study employed a descriptive-correlational design and had an applied purpose. The statistical population of the study consisted of 300 physical education students from universities in Hamedan City. The results indicated that attitudes towards advertising mediated the impact of advertising, whether featuring real characters or animated ones, on consumer attraction, but not on purchase intention. Similarly, attitudes towards the brand did not mediate the effect of advertising, whether featuring real characters or animated ones, on purchase intention and consumer attraction. Given the increasing importance and prevalence of this type of advertising worldwide, companies should endeavor to cultivate a positive attitude towards these advertising methods and brands in the minds of consumers to enhance consumer attraction and purchase intention.