Research Paper
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.
Research Paper
Saeed Sadeghi Boruojerdi; Hossein Mansouri; javad bagmoradi
Abstract
The aim of this study was the effect of brand awareness and fashion awareness on enjoyable experience, satisfaction, purchase intention and word-of-mouth advertising in buying sports clothes among physical education students. The research method was descriptive-correlation and applied in terms of purpose. ...
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The aim of this study was the effect of brand awareness and fashion awareness on enjoyable experience, satisfaction, purchase intention and word-of-mouth advertising in buying sports clothes among physical education students. The research method was descriptive-correlation and applied in terms of purpose. The statistical population of the present study consisted of all physical education students in the country, which finally 367 samples were collected and analyzed based on sample estimates of Sample Power software. The measurement tool was Childs et al. (2019) questionnaire on a 5-point Likert scale. Brand Awareness 4; fashion Awareness 3; Satisfaction 3; Intention to buy 3; Word of mouth advertising 3; and the enjoyable experience included 3 questions. In order to check the validity of the questionnaire, 5 professors and PhD students in sports management were provided and after reviewing them, the final design questionnaire was distributed online among the statistical population. The results showed that brand awareness (0.50) and awareness fashion (0.225) had an effect on the enjoyable experience. enjoyable experience had an effect of 0.465 on satisfaction and satisfaction had an effect of 0.69 and 0.45 on the intention to buy and word of mouth advertising. In general, if brand and fashion awareness is evaluated at a high level, it will lead to a pleasant experience and customer satisfaction among customers, and as a result, word of mouth advertising and the intention to buy customers will develop.
Research Paper
mehr ali hematinejhad toli; Behnam Asheghi; Mirhamed Karimizad
Abstract
Research method is one of the important fields that are widely used in human sciences and its education is mandatory for all graduate students. Generally, the research method is done in three ways: qualitative, quantitative and mixed method. Qualitative method has recently become more and more popular ...
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Research method is one of the important fields that are widely used in human sciences and its education is mandatory for all graduate students. Generally, the research method is done in three ways: qualitative, quantitative and mixed method. Qualitative method has recently become more and more popular among researchers, so various books have been published in this field and they are trying to specialize the topics related to qualitative research method. The purpose of this study was to review the book “Qualitative Research: A Guide to Design and Implementation” and the review method used in Book House Institute as well as the critical philosophical exploration method were used at the same time. The book in question is written by Sharon B Miryam and Elizabeth Tisdell, translated by Kiamanesh and Danaye Tous, and published in the summer of 2018 in Samt Publications. The critique tool was the book review checklist of Human Hciences Texts and Books Council, and qualitative content analysis and multiple readings of the book have been used in order to check the problems. Based on the findings, the strengths points of the book in terms of content included: the eloquence of the words, the complete explanation of the topics, the continuity of the book's contents; And among its weak points, we can point out the simple cover design and writing problems and rules, as well as the lack of complete introduction of the software required in qualitative research. It is hoped that the book review and introduction of the above book will increase the process of study and research among graduate students.
Research Paper
seyedabbas vahabi; majid solaimani; afkar adel
Abstract
Achieving strategic human resource management is necessary to respond effectively to environmental changes and gain a competitive advantage in sports media. The present study was conducted with the aim of investigating the effect of strategic human resources management on organizational performance with ...
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Achieving strategic human resource management is necessary to respond effectively to environmental changes and gain a competitive advantage in sports media. The present study was conducted with the aim of investigating the effect of strategic human resources management on organizational performance with the mediating role of intellectual capital among sports media employees in Tehran. This research is applied and in terms of method it is a survey research type and it is a structural equation modeling type. The statistical population of the research includes all male and female sports media employees of physical education colleges in Tehran, numbering 334 people, and 225 people were selected as a statistical sample through the stratified sampling method and using proportional allocation (according to the Cochran formula). For data gathering four standard questionnaires of strategic human resource management (2006), Bontis intellectual capital questionnaire (1996), and Yang's organizational performance questionnaire (2004) were used. After collecting the research data, they were analyzed using PLS and SPSS statistical software. The results of the structural equation showed that the variables: strategic management of human resources, intellectual capital and organizational performance in sports media employees of physical education colleges in Tehran have a favorable condition; Also, strategic management of human resources has a positive and significant effect on organizational performance and intellectual capital.
Research Paper
Nosrat Allah Abedini; Hamid Ghasemi; reza saboonchi
Abstract
The purpose of this study was to investigate the relationship between media consumption and communication skills of sports science students. The method of the present study was descriptive-correlational and in terms of practical purpose, it is in the field. The statistical population studied in this ...
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The purpose of this study was to investigate the relationship between media consumption and communication skills of sports science students. The method of the present study was descriptive-correlational and in terms of practical purpose, it is in the field. The statistical population studied in this study consisted of all students of sports sciences of Islamic Azad University in the academic year 2018-2019 (6230 people) who used Cohen, Morgan and Georgian sample size determination table and relying on random-cluster sampling method. Data collection tools included Ghasemi Communication Skills Questionnaire (2017) and Media Consumption of Mahmoudian et al (2015) that their content validity was evaluated by 8 expert professors in the field of sports management; Their reliability with Cronbach's alpha was 0.77 and 0.74, respectively. In order to analyze the data, frequency and percentage indicators were used, and in the inferential statistics section, the Kolmorov-Smirnov test and the structural equation modeling test were used by SPSS and PLS statistical software. The results of statistical analysis showed that media consumption has a positive, direct and significant relationship with communication skills of sports students. On the one hand, the development of media infrastructure in universities as much as possible, and on the other hand, teaching how to use all kinds of media as a tool and strengthening the communication skills of people active in the field of sports should be given the attention of officials and practitioners in the field of higher education. So the result of this will be the optimal use of media in all aspects of sports science students' lives.
Research Paper
Hossein Abdolmaleki; Ali Norouzi; Seyed Bahador Zakizadeh; Seyed Nemat Khalifeh
Abstract
The present study was applied in terms of purpose and descriptive-correlational in terms of data collection. It investigated the mediating role of enjoyable experience and e-satisfaction in the relationship between the e-services quality and the intention to repurchase electronic sports products. The ...
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The present study was applied in terms of purpose and descriptive-correlational in terms of data collection. It investigated the mediating role of enjoyable experience and e-satisfaction in the relationship between the e-services quality and the intention to repurchase electronic sports products. The statistical population of the study includes buyers of sports products from Majid website and their information was in the customer relationship management system of the company that the research tool was distributed among them (N = 635). Also, the sample size was determined according to the purpose and using PASS statistical software at an error level of 0.05, in the range of 198 to 216 people. Descriptive and inferential statistics techniques and Smart PLS and SPSS software were used for data analysis. The measuring instruments of the present study were the standard e-service quality questionnaire of Parasoramon et al. (2005), the Oliver e-satisfaction questionnaire (2007), the electronic repurchase intention questionnaire of Cronin et al. (2000) and the enjoyable electronic experience questionnaire of Hsu et al. (2017). The results showed that the quality of electronic services (P <0.01, β = 0.318), enjoyable electronic experience (P <0.01, β = 0.340) and electronic satisfaction (P <0.05, β0/150) have impact on repurchase electronic sports products. Also, the indirect beta coefficient of e-service quality on repurchase intention shows that satisfaction and enjoyable e-experience play a mediating role in the relationship between e-service quality and purchase intention.
Research Paper
Morteza Mohammadi; mehrdad dehghani
Abstract
The aim of this study was to investigate the mediator role of enjoyable experience in the relationship between co-identifying with the team and the re-visit of football fans to the website of Esteghlal Club. The statistical population of the study was the fans of Esteghlal football team, which collected ...
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The aim of this study was to investigate the mediator role of enjoyable experience in the relationship between co-identifying with the team and the re-visit of football fans to the website of Esteghlal Club. The statistical population of the study was the fans of Esteghlal football team, which collected a total of 230 acceptable samples. The instruments used were the identity card questionnaire, the enjoyable experience questionnaire and the re-visit intention questionnaire. The face validity of the questionnaire was assessed by 5 professors and PhD students in sports management and then distributed online in the study population. Smart PLS software was used to measure hypotheses; Reliability, convergence validity and divergent validity indicated that the external model of the research was desirable. Also, the goodness of fit of the model was confirmed as 0.09. Findings showed that assimilation with the team has an effect on enjoyable experience (0.49) and intention to revisit (0.26). Also, enjoyable experience had an effect on intention to revisit (0.57). In general, increasing the level of fans' identification with their favorite teams leads to close emotional connections between fans and the teams' websites; when these connections are accompanied by a pleasant experience on the site, it will lead to more visitors' desire to visit football clubs' sites.
Research Paper
Mina Shakorian; Reza Nilbaksh; Taybeh Zargar
Abstract
The present research was conducted with the aim of analyzing of acceptance and non-acceptance of sports applications by professional athletes using the binary logit model. The current research method was practical. The statistical community of this research was made up of all the users of the Strava ...
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The present research was conducted with the aim of analyzing of acceptance and non-acceptance of sports applications by professional athletes using the binary logit model. The current research method was practical. The statistical community of this research was made up of all the users of the Strava application in Iran who were active in both cycling and running; A specific and statistical number of 402 people was selected using J Power software and simple random sampling method. The tool for collecting information in this research was a researcher-made questionnaire. Descriptive and inferential statistical methods were used to analyze the data of this research. Mean and standard deviation were used in descriptive statistics. Also, logistic regression test was used in the inferential statistics section. All data analysis process of this research was done using SPSS software. The results of this research showed that, in general, mental image, credit, necessary infrastructure, value, usage and credibility are 6 important factors in the acceptance and non-acceptance of sports applications by professional athletes. According to the results, it was found that credit and cost had the greatest impact on acceptance and non-acceptance by athletes. According to the results, it can be determined that the credit factor plays the most important role in predicting the acceptance or non-acceptance rate.