Mahdi Latififard; Hossein Akbari Yazdi; Marjan Saffari
Abstract
The aim of the present study was to investigate the effect of cognitive components on the emotional component of the reputation of Iranian Premier League football teams, taking into account the difference between spectators and viewers. Marketing decisions have potential effects on reputation. Good reputation ...
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The aim of the present study was to investigate the effect of cognitive components on the emotional component of the reputation of Iranian Premier League football teams, taking into account the difference between spectators and viewers. Marketing decisions have potential effects on reputation. Good reputation is an intangible valuable asset that can play an effective role in reducing shareholders' doubts about investment, strengthening competitive advantage, and increasing public trust. By examining the trend of team reputation formation, it becomes clear that sports team reputation has attracted the attention of marketing, organizational behavior, strategic management, economics and sociology fields. What exactly creates team reputation and how it can be evaluated is a matter of discussion. Despite different definitions of reputation, they all include common concepts such as how to deal with stakeholders' expectations, building reputation over time and being influenced by the current and past status of the team. In this study, the latest structure of team reputation based on fans' opinions has been used which includes six dimensions: team performance, team history, social responsibilities of the team, fan orientation, quality management and financial health.The performance of a team is concerned with the perception of its supporters regarding the quality of the team's results, which ultimately contributes to the success of the team. In sports teams, performance is recognized as product quality. Product quality is the most important dimension in evaluating reputation. On the other hand, team performance over time also helps to develop team reputation. Therefore, all past team activities that contribute to creating and establishing team reputation help. Social responsibilities include supporters' perception of the extent of the team's commitment to building relationships with society and ultimately helping to develop societal values. Sports teams gradually demonstrate their value to society by engaging in social responsibilities, but this does not necessarily mean that stakeholders will connect with team values. Teams can develop their marketing communications that positively impact their performance with strong financial capabilities; therefore, it is predictable that sports teams' financial health can affect their reputation. Stakeholders regularly update their information about how teams are managed through media and news agencies. Team management is described as structures, processes, and legal principles of internal and external environments. Team management, which is applied in this study under the name of management quality, is one of the dimensions of team reputation. Supporters relate their emotions and feelings to team products and services; without this emotional connection, most teams do not differ for supporters.The present study was applied and quantitative in terms of data analysis, utilizing a descriptive-correlational approach. Using a structural equation modeling approach, the study aimed to investigate the differences in team reputation evaluation between two football media viewers and spectators inside the stadium. Accordingly, a team reputation questionnaire consisting of 6 dimensions and 19 items, as well as an emotional component of team reputation consisting of 4 items, were translated through a three-stage process and sent to seven experts in the field of sports management whose research area was sports marketing for formal and content validity. Both questionnaires were distributed among 30 participants in the first stage using a Likert scale with five values to calculate Cronbach's alpha reliability coefficient.In this study, spectators were divided into two groups: the first group consisted of 678 fans who attended the stadium during the 96-1395 season (spectators), and the second group consisted of 540 fans who watched the games on television (viewers). According to the findings of the research, path coefficients for "team performance on team reputation", "social responsibilities on team reputation", "quality of management on team reputation", and "financial health on team reputation" were higher among viewers than stadium spectators. The path coefficient for "team history on team reputation" was higher among stadium spectators than viewers. The path dimensions of service quality and financial health did not have a significant effect on emotional components in both groups. In stadium spectators, the path coefficient for social responsibilities did not have a significant effect on emotional components, while in viewers, it could explain approximately 2.5% of emotional component changes.The present study demonstrated that media consumers' perception of the Iranian Premier League was higher for teams with greater fame. News media reports dedicated to teams (referred to as media visibility) have an impact on audience perception of important team features. It is evident that the emotional component of fame is a psychological structure that relates to the consumption of sports by spectators and viewers. Sporting events involve cognitive experiences (cognitive component), physiological changes (motivational component), and practical tendencies (behavioral component). This indicates that the emotional component can ultimately translate into supportive behaviors by spectators and viewers. The findings showed that social responsibilities have a greater impact on team fame for viewers compared to spectators. This means that social responsibility activities are more important in evaluating team fame for viewers. The results of the present study showed that viewers overestimated team fame and had a greater impact on the emotional component of fame than spectators. It is clear that teams, as part of the economic system, rely on news media to cultivate their fame. Therefore, the notion that with the emergence of social media, teams' need for mass media has decreased should also be viewed with skepticism.One of the practical recommendations of the present study, based on the obtained results, is that sports teams should pay more attention to media in order to create and enhance their reputation. Therefore, developing a program for improving the media relations of teams can help increase their popularity. Another practical recommendation of the present study is to undertake some social responsibility actions, such as allocating a special place for disabled and veteran individuals or considering low-cost tickets for working children on game days to promote team reputation. However, there were limitations in implementing this research. One of the limitations was the lack of access to sound and vision data center to obtain data such as the number of hours of broadcasting football matches in Iran's Premier League by team and television network
Maryam Khalili; Hashem Kozehcian; Marjan Saffari
Abstract
By the successfulness of social media in various fields and its effectual presence in the daily lives of its users, marketing and advertising in this ubiquitous medium has many fans. Especially since 2018, when the Corona virus epidemic broke out, many businesses have been closed, and instead the growth ...
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By the successfulness of social media in various fields and its effectual presence in the daily lives of its users, marketing and advertising in this ubiquitous medium has many fans. Especially since 2018, when the Corona virus epidemic broke out, many businesses have been closed, and instead the growth of businesses and commercial activities in social media accelerated. Among the most popular social media among people in the world, especially Iranians, is Instagram. Although advertising and marketing have a special place on Instagram, one of the main reasons for promoting advertising on this social network is related to its audience, which has attracted the attention of marketers. Case studies and statistics from Instagram show that its audience includes a group of very active users who are willing to buy and interact with advertisers. In addition to social media, another component that makes advertising attractive and drives brand sales is sports. In an environment where trust in organizations and advertising has declined, advertising through sports is a way to gain a competitive advantage and serve as a communication tool to achieve marketing goals and support consumers. Therefore, creating a market and demand and maintaining and increasing market share are among the goals of advertising through sports.The combination of two influential components in the effectiveness of advertising, i.e. sports and social networks, has caused marketers to make significant investments in this regard, so that among the most visited Instagram pages, sports pages with different contents, including the personal pages of athletes, the page of sports clubs, the entertainment news regardin sports, scientific-sports pages, including fitness and nutrition, have been able to attract the attention of users. Naturally, advertising alone is not the reason for increased sales and good profits. Research should be done to find out how effective the ad was by taking into account the audience and visitors of the ad. Most researchers refer to attitude as an effective component of advertising effectiveness. In other words, attitude is a combination of beliefs and emotions that prepare a person in advance to view other people, objects, and events positively or negatively. Consumers' attitudes toward advertising can be the basis for believing and accepting advertising. Attitudes are influenced by several factors, the most important of which is gender. Gender is considered a key variable in marketing segmentation and plays an important role in moderating consumer judgments. In general, it can be said that women and men are biologically different, have different thinking patterns, and behave based on different goals. These differences may influence the outcome and evaluation process of Internet advertising. Thus, based on the research that has been conducted on the decision-making process of people, there are two mechanisms to explain the role of gender in evaluating the effectiveness of advertising: One is a direct role, e.g.: Gender has a direct and important influence on the decision outcome. Another is the moderator role, for example: gender influences the decision-making process or moderates the relationship between independent and dependent variables and the decision outcome. Therefore, in this study, gender was used as one of the main factors influencing the attitude toward advertising through sports in social networks.Taylor, Lewin, and Strutton's (2011) model has been used to evaluate the effectiveness of social media advertising. It is one of the most important research models used in the field of evaluating the effectiveness of advertising in social media and is the main basis for subsequent models. In this model, there are eight independent components (entertainment, informativeness, self-brand congruence, peer influence, quality of life, time structure, invasiveness, and privacy concerns) and one dependent component (attitude toward social media advertising), as well as a moderating component, which is gender. The reason for using this model for the current study is to find out what is important to cyberspace users and what influences their attitudes toward advertising so that marketers and advertisers can use these components when designing and publishing their advertisements on social networks, leading to positive user attitudes toward advertising through sports on social networks.The present study was conducted with the aim of analyzing the gender factor in the effectiveness of advertising through sports in social networks (case study: Instagram), the research being applied in terms of purpose and descriptive-correlative in terms of method. To collect the research data, the questionnaire on attitudes towards advertising in social networks by Taylor & et al. (2011) was used. This questionnaire, with a five-point Likert scale, assesses attitudes toward advertising on social networks and consists of two parts: The first part contains demographic questions and the second part is the main questionnaire, which includes nine components and 39 items. Celebi's (2015) questionnaire was designed based on the same model with slight modifications to adapt to Instagram advertising, so six items from this questionnaire were added to Taylor & et al.'s (2011) items for the attitude toward advertising component. The above-mentioned questionnaire was approved in terms of content and form by eight experts, including professors and experts in sports marketing and advertising management, after a three-stage translation process, and the proposed changes were adopted. The statistical population of the study is the users of Instagram sports pages. Therefore, the users of posterfootball, posterfutball, akhbare_perspolis, chejazab, science.base.fit and faculty.of.sport.sciences pages were selected as the available sample, which includes more than 100 thousand users in total. The questionnaire was designed using Google Docs and its link was placed in the story and bio of the mentioned sites. An advertising video of the LG brand was placed in the form of a post on the mentioned sports pages and users were asked to participate in this survey after watching the video. Finally, 260 questionnaires about the desired sports pages were collected and analyzed, the final results of which are listed in the research results section. In addition, smart PLS 3 software was used to analyze the data and verify the model based on the structural equation modeling method.The results revealed that among independent factors, invasiveness and self-brand congruity were meaningful commonly between males and females. Also, informativeness among females, and entertainment and peer influence among males were meaningfully related to attitude. According to the results, if a brand wants to promote a product or service using sports on social networks, it is necessary to increase the effectiveness of advertising by considering the gender of the advertising audience and the factors influencing the formation of their attitude.
Sports management, marketing
marjan saffari; fariba fayazi; Rasool Norouzi Seyed hossini
Abstract
Leisure under the effect of socio-economic developments and global values is one of the concerns of individuals. Leisure activities can affect people's physical health and lead to a better life and successful aging in adults. On the other hand, the growth and development of machine life, reduction of ...
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Leisure under the effect of socio-economic developments and global values is one of the concerns of individuals. Leisure activities can affect people's physical health and lead to a better life and successful aging in adults. On the other hand, the growth and development of machine life, reduction of working hours and activities, most importantly cultural changes, have made it impossible to ignore your leisure time. The statistics obtained in this field showed that the average lisure time in Iran is 90 days and in the world 80 days per year. The average amount of leisure time in Iran is 3 hours and 29 minutes per day, while the world average is 5 hours. This means that despite the fact that Iranians have more leisure time than the world per capita, the amount of time allocated to it is less and Iranians prefer to spend their budget on other things. Therefore, the vacuum created in this field is questionable as to what factors prevent people from doing leisure activities in their free time, and also the factors that increase leisure activities, to what extent can be increased and strengthened. Due to the tendency of sports and physical education managers and sports media towards championship sports, so far less attention has been paid to leisure sports activities. The subject to be investigated in this context is how much leisure time can affect the satisfaction of the activity and whether the factors affecting the increase of leisure time also increase the satisfaction or not. The purpose of the present study was to investigate the effect of serious leisure on satisfaction from lelisure activities with the mediation of recreational involvement in amateur volleyball athletes. The research method was applied in terms of purpose and correlation interms of data collection, which was done in the field. Data collection tools were questionnaires of Gould et al (2008), Kyle et al (2005) and Ramkisson et al (2012). The target population of the study was non-professional athletes of Tehran Volleyball House who had at least 6 months of membership in this collection. PASS Software was used to determine the sample size and the sampling method was available. Finally, 274 questionnaires were used for statistical analysis. The face and content validity of the data collection tool was reviewed by 9 experts in this field. Cronbach's alpha was 0.95. In order to analyze the data, descriptive and inferential statistical methods were used using SPSS software version 26 and PLS version 3. The Findings showed that if a participant has serious leisure traits, more likely than others to understand the importance of the activity and enjoy its appeal. On the other hand, people should have characteristics such as individual efforts, perseverance and commitment in the activity to pursue recreational activities. one of the most important factors to increase people's satisfaction with leisure activities is recreational participation (Path coefficient 0.519). Among the dimensions of recreational participation, attraction has the greatest impact (Path coefficient = 0.449 and AVE = 0.747), so it can be said that the more irritable people are to an activity, the greater their satisfaction. Entertainment participation predicts 49% and serious leisure 42% of changes in leisure satisfaction, and 66% recreational involvement of changes depend on the serious leisure of volleyball players. taking into account the mediating role of recreational participation in the relationship between serious leisure and leisure satisfaction, the results showed that despite dimensions such as attraction, self-expression, centrality of lifestyle, the relationship between the two variables of serious leisure and leisure satisfaction becomes stronger. Recreational participation with its mediating role can create a positive experience in people and their satisfaction with recreational activities. According to the output of the software used in this research, 51% of the changes in satisfaction with leisure activities are related to recreational participation and serious leisure of non-professional volleyball players of Tehran Volleyball House. Therefore, considering a factor such as recreational involvement can be a great help to the officials in the field of leisure to attract and satisfy more customers of Tehran Volleyball House. In the present study, the relationship between perseverance and customs on leisure satisfaction was not significant. This issue can be interpreted as that the researches were conducted on old people and adults, but according to the descriptive findings of the research, 45.6% of the statistical sample of the current research were under 20 years of age, so they endure problems and hardships and barriers to leisure. Seriously, it's probably difficult for them, and they don't have a proper understanding of customs and subcultures. But the identity of volleyball players is very important in their leisure time. People who follow volleyball as a serious leisure identify themselves with volleyball, and their family and friends also know how important it is for a volleyball player to do volleyball activities. With the improvement of athletes' performance in this area and their efforts, their satisfaction with volleyball will also increase. Educators should know that by knowing the goals of their students, they can help them achieve their goals. The design of exercises that are accompanied by pleasure and happiness by volleyball coaches can attract athletes more to this discipline, so that they prefer volleyball to other sports. The participants in the volleyball field who are satisfied with their leisure activity in the volleyball house know that their life is connected to volleyball, so they plan in life in such a way that the position of volleyball is always reserved. The managers of the complexes can increase the attractiveness for the volleyball players or create suitable conditions for the participants who can show a good image of themselves to others, causing them to be satisfied with the activities they do, which ultimately leads to the loyalty of the volleyball players. For example, having up to date sports equipment, designing exercises with joy and pleasure, and giving athletes the opportunity to discuss volleyball can be very important in the field of loyalty of volleyball players. The participants in the volleyball field who are satisfied with their leisure activity in the volleyball house know that their life is connected to volleyball, so they plan in life in such a way that the position of volleyball is always reserved.
