Sports management, marketing
Vajiheh javani; Qasim Abdulhafedh Mahmood; Fateme abdavi
Abstract
Social media has transformed the communication structures of Iraqi football in recent years and has led to the emergence of new patterns of interaction among stakeholders in this field. The present research, employing a qualitative approach and using Netnography, examines the role of social networks ...
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Social media has transformed the communication structures of Iraqi football in recent years and has led to the emergence of new patterns of interaction among stakeholders in this field. The present research, employing a qualitative approach and using Netnography, examines the role of social networks in redefining relationships among clubs, players, fans, media, and sports institutions. The research population consisted of active Iraqi users on football fan pages and groups, selected through purposive sampling. Data was collected through direct observation of digital interactions and semi-structured interviews, and then analyzed using thematic analysis. The results demonstrate that the online space has not only replaced official communication channels but has also become a dynamic platform for direct participation and the reproduction of communicative power. In this context, the role of fans and informal content producers has become more prominent than before, and the credibility of sources is defined not on the basis of institutional status but rather according to information quality, track record, and the level of user engagement. At the same time, social media sometimes contributes to strengthening cohesion and collective solidarity, while in other circumstances it leads to the emergence of tensions and conflicts. Based on these findings, it is recommended that Iraqi clubs and sports institutions revise their communication strategies in line with these developments and move toward two-way interaction, transparency, and broader cooperation with the fan community.
Sports management, marketing
Vajiheh Javani; Naser Dokhtbagher; Saeid Pashazadeh; Yaghub Badri Azarin
Abstract
Today, social media marketing has created a growing and remarkable trend in the marketing activities of football clubs, and a significant part of the exchange of sports goods and services has been transferred to electronic platforms. Therefore, the aim of the present study was to identify the functions ...
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Today, social media marketing has created a growing and remarkable trend in the marketing activities of football clubs, and a significant part of the exchange of sports goods and services has been transferred to electronic platforms. Therefore, the aim of the present study was to identify the functions of social media marketing strategies of Iranian Premier League football clubs. The research was applied in terms of purpose, and data collection and analysis were carried out using the fuzzy Delphi technique in three stages. The statistical population of the study consisted of 20 experts in the fields of sport management and sport marketing, who were selected purposively. In the fuzzy Delphi process, components and indicators were first identified, and then their importance was evaluated across several stages, leading to expert consensus. The findings of the research indicated that transactional marketing strategy, relationship marketing strategy, database marketing strategy, knowledge-based marketing strategy, and customer-oriented marketing strategy can have valuable functions in the effectiveness of social media marketing activities of Iranian Premier League football clubs. These functions are realized through creating customer loyalty and satisfaction, providing the groundwork for brand recognition and brand awareness in order to enhance brand identity, increasing market share and perceptions of product quality and relative price, developing new products, increasing sales, and reducing marketing costs. The results of the study also confirmed this issue. The achievements of this study can provide appropriate solutions for the development of social media marketing activities in the football industry.
Sports management, marketing
Vajiheh javani; Masoud Ansari; fateme abdavi
Abstract
Abstract
Sporting events have long been a focal point of human entertainment and cultural expression, bringing together communities and fostering a sense of belonging among spectators. In recent years, the integration of virtual and augmented reality (VR/AR) technologies has emerged as a transformative ...
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Abstract
Sporting events have long been a focal point of human entertainment and cultural expression, bringing together communities and fostering a sense of belonging among spectators. In recent years, the integration of virtual and augmented reality (VR/AR) technologies has emerged as a transformative force in reshaping the landscape of spectator-sport interactions. This research endeavors to contribute to this evolving field by proposing a comprehensive paradigm model that encapsulates the intricate dynamics of integrating VR/AR technologies into sporting events.
The research methodology employed a grounded theory approach, utilizing a purposive and theoretically-saturated sample of 15 participants who are experts in the fields of technology and sports management. Semi-structured in-depth interviews served as the primary data collection method, allowing for a nuanced exploration of the participants' perspectives. The analysis of the gathered data followed the established principles of open, axial, and selective coding. To enhance the robustness of the study, an iterative process of information and code verification was implemented, engaging participants in discussions to mitigate potential biases and ensure the accuracy of interpretations. Reliability was further ensured through the percentage agreement formula, prolonged engagement, persistent observation, member checking, and triangulation.
The analysis of the interview data yielded a rich tapestry of insights, resulting in 58 extracted concepts, 21 sub-categories, and 5 main categories. These findings form the foundation of the proposed paradigm model for spectator-sport interactions in sporting events utilizing VR/AR technologies.
The research underscores the significance of continuous technological advancements as a foundational condition. The evolution of VR/AR technologies acts as a catalyst for shaping the spectator-sport interaction paradigm, offering novel possibilities for immersive experiences. The need to amplify interactivity and enhance the overall spectator experience emerged as a central condition. VR/AR technologies serve as a medium through which live events can be transformed into immersive and engaging experiences, transcending traditional boundaries. The study recognizes the dynamic nature of VR/AR applications, emphasizing the continuous emergence and expansion of new applications. This condition highlights the adaptability and potential for innovation within the spectator-sport interaction paradigm. The existence of a robust technical infrastructure is identified as a critical condition. For the seamless integration of VR/AR technologies, the underlying technical foundation must be capable of supporting the complexities and demands of immersive spectator experiences. Accessibility of technology emerged as a key condition, emphasizing the importance of making VR/AR experiences widely available to a diverse audience. Overcoming barriers to access ensures a more inclusive and participatory spectatorship. The creation of engaging and diverse content is identified as a pivotal condition within the paradigm model. Tailoring experiences to cater to varied interests and preferences contributes to the overall richness of spectator interactions. A condition integral to the success of VR/AR integration is the widespread availability of high-speed internet and communication facilities. These infrastructural elements underpin the seamless delivery of immersive content to spectators. The cultural acceptance and integration of innovative technologies within the spectatorship culture represent a transformative condition. The willingness of the audience to embrace technological advancements influences the success of VR/AR integration. The proactive support from sports federations and organizations is highlighted as a facilitating condition. Institutional endorsement and integration of VR/AR technologies contribute to the legitimacy and sustainability of the proposed paradigm model.
Despite technological advancements, the study acknowledges existing hardware limitations that can hinder the seamless implementation of VR/AR technologies. Addressing these constraints is crucial for optimal user experiences. The high production costs associated with creating exclusive sports content for VR/AR platforms emerged as a substantial intervening condition. Balancing cost-effectiveness with content quality is a significant challenge. The variability in network and internet capabilities in different stadiums presents a notable intervening condition. Overcoming these limitations is crucial for ensuring consistent and high-quality VR/AR experiences for spectators. The study acknowledges the presence of resistance among traditional spectators toward the acceptance of new technologies. Bridging this gap requires targeted efforts to educate and engage with diverse audience segments. A shortage of qualified personnel for the implementation and support of VR/AR technologies is identified as an intervening condition. Building expertise and fostering a skilled workforce is essential for the successful execution of the proposed paradigm model.
The study advocates for continuous advancements in VR/AR hardware to address existing limitations and enhance the overall quality of immersive experiences. A strategic focus on producing high-quality and customized content is recommended to strike a balance between cost-effectiveness and delivering compelling experiences to spectators. The study underscores the importance of educational initiatives and proactive encouragement to bridge the gap between traditional and technologically savvy spectators.
The successful implementation of the proposed paradigm model is anticipated to result in heightened engagement and interaction among sports spectators, fostering a more dynamic and participatory spectatorship. Integrating VR/AR technologies is expected to elevate the overall quality of the sports event experience, offering spectator’s immersive and memorable moments beyond the constraints of traditional viewing. The paradigm model's implementation is projected to have positive economic ramifications, contributing to increased revenue generation for event organizers through enhanced spectator experiences and novel revenue streams.Ultimately, the implementation of the proposed model is envisioned to result in improved levels of spectator satisfaction, solidifying the role of VR/AR technologies as integral components of the modern sports viewing experience.
In conclusion, this research unveils a paradigm model for spectator-sport interactions in sporting events utilizing virtual and augmented reality technologies. The comprehensive analysis of conditions, intervening factors, strategies for development, and consequences of implementation provides a robust framework for understanding the complex dynamics of this transformative integration. By recognizing the multifaceted challenges and opportunities inherent in merging technology and sports spectatorship, this research contributes valuable insights to the ongoing dialogue surrounding the future of immersive sporting experiences. The findings underscore the potential for enhanced fan experiences in sporting events through the strategic utilization of augmented and virtual reality technologies and advocate for continued innovation and collaboration across the realms of technology and sports management.
