Document Type : Research Paper
Authors
1 PhD Student in Sports Management, Shiraz Branch, Islamic Azad University, Shiraz, Iran
2 Assistant Professor, Department of Physical Education, Shiraz Branch, Islamic Azad University, Shiraz Branch, Shiraz, Iran
3 Associate Professor, Department of Physical Education, Shiraz Branch, Islamic Azad University, Shiraz, Iran
4 Associate Professor, Department of Sport Management and Motor Behavior, Faculty of Physical Education and Sport Sciences. Kharazmi University, Tehran, Iran
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 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.
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