Payame Noor University Communication Management in Sport Media 2345-5578 12 1 2024 10 22 Designing a Model of the Media's Role in Guerrilla Marketing of Sports Products (Goods and Services) Designing a Model of the Media's Role in Guerrilla Marketing of Sports Products (Goods and Services) 193 207 9832 10.30473/jsm.2023.65828.1684 FA AbdoalMajid DoorAndish Ph.D Student in Sports Management, Shiraz Branch, Islamic Azad University, Shiraz, Iran Seyd Mohamad Ali Mirhoseini Assistant Prof Department of Physical Education, Shiraz Branch, Islamic Azad University, Shiraz, Iran Ahmad Torkfar Associate Prof Department of Physical Education, Shiraz Branch, Islamic Azad University, Shiraz, Iran Alireza Elahi Associate Prof Department of Sport Management and Motor Behavior, Faculty of Physical Education and Sport Sciences. Kharazmi University, Tehran, Iran Journal Article 2022 10 19 The present research was conducted with the aim of designing a model for the role of media in guerrilla marketing of sports products (goods and services) using a mixed-methods approach. Practically, this research combined a sequential exploratory design with a survey data collection method. The statistical population for the qualitative part included professors, researchers, producers, and advertising activists (22 individuals), while the quantitative part involved academic professors, production managers, and sports store owners (198 individuals). Data collection in the quantitative phase was based on a researcher-made questionnaire derived from the qualitative findings, which consisted of two sections: demographic characteristics and related questions. The questionnaire contained 29 items across eight main components, measured on a five-point Likert scale (1 = completely disagree, 5 = completely agree). Structural equation modeling using Smart-PLS software was employed to analyze the data. The interview analysis revealed 29 conceptual codes grouped into 8 categories (core codes): advertising, grounding, human resources, economic factors, nature, beauty, effects, and benefits—representing the roles of media in guerrilla marketing of sports products. The results of the quantitative analysis also confirmed the findings from the qualitative phase. The present research was conducted with the aim of designing a model for the role of media in guerrilla marketing of sports products (goods and services) using a mixed-methods approach. Practically, this research combined a sequential exploratory design with a survey data collection method. The statistical population for the qualitative part included professors, researchers, producers, and advertising activists (22 individuals), while the quantitative part involved academic professors, production managers, and sports store owners (198 individuals). Data collection in the quantitative phase was based on a researcher-made questionnaire derived from the qualitative findings, which consisted of two sections: demographic characteristics and related questions. The questionnaire contained 29 items across eight main components, measured on a five-point Likert scale (1 = completely disagree, 5 = completely agree). Structural equation modeling using Smart-PLS software was employed to analyze the data. The interview analysis revealed 29 conceptual codes grouped into 8 categories (core codes): advertising, grounding, human resources, economic factors, nature, beauty, effects, and benefits—representing the roles of media in guerrilla marketing of sports products. The results of the quantitative analysis also confirmed the findings from the qualitative phase. https://sportmedia.journals.pnu.ac.ir/article_9832_d4f74ea34abff7397189ee5ae33edf63.pdf