Sports management, marketing
Sahar Sohrabi Shirazi; Farshad Tojari; Negar Arazeshi
Abstract
The purpose of this study was to develop an indigenous theory of mediated consumption in Iranian sport using a grounded theory approach. The research employed the grounded theory methodology based on Glaser’s (1978) approach. Participants included experts in the field of sport, such as faculty members ...
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The purpose of this study was to develop an indigenous theory of mediated consumption in Iranian sport using a grounded theory approach. The research employed the grounded theory methodology based on Glaser’s (1978) approach. Participants included experts in the field of sport, such as faculty members in sport management and marketing, marketing consultants, and managers of sports clubs. Purposive and snowball sampling techniques were used, and semi-structured interviews were conducted with 20 experts until theoretical saturation was achieved. Data were analyzed through three stages of open, axial, and selective coding, resulting in the extraction of 100 unique initial codes. These codes were categorized into 24 concepts and seven main categories, including: (1) motivation and personal experience, (2) benefits of online viewing, (3) social interactions and communication, (4) psychological and security issues, (5) cultural and social influences, (6) technological and innovative advantages, and (7) economic policy-making. Research validity was ensured through sample diversity and careful participant selection, while reliability was confirmed by reanalyzing three interviews by an expert, yielding 85% code consistency. The findings indicate that these categories, through their mutual interactions, reveal the multidimensional nature of mediated consumption in sport and highlight the role of social media and emerging technologies in transforming sport consumption experiences and shaping sustainable behaviors. Therefore, a comprehensive explanation of this phenomenon requires integrating multiple theories and considering contextual and environmental factors. Finally, it is recommended that policymakers adopt a holistic approach by developing technological infrastructures, supporting local content, and designing efficient economic models to foster the sustainable development of digital sport.
Sports management, marketing
Kaveh Mirani; Farshad Tojari; Negar Arazeshi
Abstract
One of the tactics that makes products appear distinctive and valuable—encouraging customers to repurchase—is the use of celebrity endorsements. Therefore, this study aimed to investigate the effect of the perceived value of sports and non-sports products on customers’ purchase intention ...
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One of the tactics that makes products appear distinctive and valuable—encouraging customers to repurchase—is the use of celebrity endorsements. Therefore, this study aimed to investigate the effect of the perceived value of sports and non-sports products on customers’ purchase intention based on mental involvement in endorser–product congruence. The research method was descriptive-correlational. The statistical population consisted of two parts. In the first part, endorsers and products were identified: Ali Daei and Shahrbanoo Mansourian were selected as famous sports endorsers, while Amin Hayayi and Elham Hamidi were chosen as famous non-sports endorsers. The Majid brand was selected as the sports product, and the Novin Charm brand was chosen as the non-sports product. The sampling method for this stage was purposive. The second part included customers of both sports and non-sports products, categorized into high and low mental involvement groups. Stratified random sampling was applied, and the sample size was estimated at 420 participants. Data were collected using the Perceived Value Questionnaire by Lee et al (2021), the Purchase Intention Scale by Lee et al (2021), and the Mental Involvement Scale by Bian and Moutinho (2011). Data analysis was conducted using SPSS, AMOS, and SmartPLS software. According to the findings, the endorsement of sports and non-sports products by sports celebrities had a stronger influence compared to endorsements by non-sports celebrities. Furthermore, it was found that sports celebrities’ endorsements of sports and non-sports products could enhance the purchase intention of customers with both high and low levels of mental involvement.
