Sports management, marketing
Amin Pourgholi; Hossain Eydi; Farshid Keshavarz
Abstract
The aim of the present study was to identify and explain the factors influencing business intelligence in online sports enterprises. The research employed a qualitative methodology based on grounded theory. The statistical population consisted of experts, specialists, university professors, and entrepreneurs ...
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The aim of the present study was to identify and explain the factors influencing business intelligence in online sports enterprises. The research employed a qualitative methodology based on grounded theory. The statistical population consisted of experts, specialists, university professors, and entrepreneurs active in the domain of sports business. A snowball sampling method was employed to select participants for in-depth interviews. The primary data collection instrument was semi-structured interviews conducted with 17 participants. The validity of the interview protocol was verified by both the interviewees and a panel of academic experts. To assess reliability, the intra-subject agreement method was used, yielding a reliability coefficient of 0.87. Data analysis was conducted using grounded theory methodology. Findings revealed that the key factors influencing business intelligence in online sports enterprises include: innovation development, resource management, internet-based business expansion, supportive legal and policy frameworks, and cultural infrastructure. These core categories were further broken down into 11 concepts and 52 open codes. Based on these findings, it is recommended that strategic policymaking and effective interventions be implemented to support the development of online sports businesses. Such initiatives may also stimulate short-term employment growth.
Sports management, marketing
Shima Hesami; Korosh Veisi; Samira Aliabadi
Abstract
AbstractThe purpose of this study is to investigate the effect of Internet marketing mix on the intention of customers to buy sports products online with the role of moderator of online shopping anxiety. The present study is an applied research in terms of purpose and quantitatively strategically and ...
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AbstractThe purpose of this study is to investigate the effect of Internet marketing mix on the intention of customers to buy sports products online with the role of moderator of online shopping anxiety. The present study is an applied research in terms of purpose and quantitatively strategically and in terms of correlation implementation path, field data collection and prospective time. In the present study, the statistical population was the customers of reputable foreign sports brands (Adidas, Nike, Puma, etc.), in which 360 people were selected as the research sample and were selected by available sampling method and voluntarily. According to the objectives of the study, the appropriate tools for this study was a questionnaire; For this purpose, to collect data related to the Internet marketing mix, a questionnaire of 42 questions by Kasumawati et al. (2014), which consists of 7 components (price, product, promotion, site, customer service, personalization, security) used. Also, Danes and Wei (2005) 5-question questionnaire was used to measure the variable of online shopping intention, and finally, Nagaro Gandotra (2016) questionnaire, which consists of 5 questions, was used to measure the variable of online shopping anxiety. Confirmatory factor analysis and mediating the effects and mediating role of the research were analyzed at 5% error level using 25 SPSS and Smart PLS 3.2.9 software. The results showed that the internet marketing mix has a positive and significant effect on online shopping intention, also online shopping anxiety has a moderating role between the effect of internet marketing mix on online shopping intention.
Sports management, marketing
Sakineh Lotfi Fard Shokarlo; Seyyed Mohammad Kashif; Meysam Noori khanyourdi; Mirhasan Seyyed Aameri
Abstract
The aim of the present study was to investigate the effect of spiritual marketing and entrepreneurial orientation on sustainable competitive advantage through the mediation of marketing capabilities in sports complexes in Tehran province. The statistical population of the study was managers of sports ...
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The aim of the present study was to investigate the effect of spiritual marketing and entrepreneurial orientation on sustainable competitive advantage through the mediation of marketing capabilities in sports complexes in Tehran province. The statistical population of the study was managers of sports complexes in Tehran province. According to the estimation of the research sample in the structural equation approach for each variable, 5 people were considered; from which 93 correct questionnaires were returned through simple random sampling. The validity of the questionnaire was confirmed by sports management professors and its reliability was confirmed by calculating Cronbach's alpha coefficient of more than 0.70. Descriptive statistics were used to analyze the demographic situation and structural equation modeling (SEM) was used to test the hypotheses. Also, all tests were analyzed using SPSS and PLS Smart software. The research findings showed that spiritual marketing has a positive and significant effect on sustainable competitive advantage directly and through marketing capabilities. Also, entrepreneurial orientation has a positive effect on sustainable competitive advantage directly and through marketing capability, and finally, the results showed that marketing capability has a positive and significant direct effect on sustainable competitive advantage. Therefore, organizations that focus on spiritual marketing and have a strong entrepreneurial orientation can achieve sustainable competitive advantage by improving their marketing capabilities.
Sports management, marketing
zahra Zare; Mehdi Rasooli; Hasan Soltani
Abstract
Abstract
The outbreak of the Covid-19 pandemic has caused an unprecedented global crisis that has affected various sectors of society and the economy (de Boer et al., 2021; Rotten, 2020). In the meantime, the sports industry has not been spared from the consequences of the epidemic (Ratten, 2020; Keshgar ...
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Abstract
The outbreak of the Covid-19 pandemic has caused an unprecedented global crisis that has affected various sectors of society and the economy (de Boer et al., 2021; Rotten, 2020). In the meantime, the sports industry has not been spared from the consequences of the epidemic (Ratten, 2020; Keshgar et al., 2021). By nature, holding regular sports events due to health and safety concerns and safety measures has led to a complex set of socio-economic challenges in sports (Kil et al., 2021). Prior to the Covid-19 pandemic, analysis of sponsorship data indicated sustained global growth in sports investment. On the one hand, due to the closure of sports activities, harmful effects have occurred, because normal sports events did not take place. Major players in the sports supply chain (eg teams, sponsors, hotels, airlines and transport operators) have suffered irreparable losses. In addition, related industries that are directly or indirectly related to sports have suspended or closed down their activities. The coronavirus has caused the most changes in the sports industry because the essence of sports is tied to mobility, being outdoors, group activities, whether sports or watching competitions. Due to the safety restrictions and mandatory quarantines, this market has faced a drop in audience and income, but still, the possibility of using digital solutions has provided the possibility of survival to some extent. In this regard, the issue of sports business marketing, which has always been a serious issue in scientific research and deals with finding markets and customers in different conditions, has become one of the most important issues for sports business in these new conditions. As an example, Qazlesflo and colleagues (1400) showed in a research that the technology component and the management component had the highest impact on competitive marketing in the Corona era. Escamila et al. (2021) in a research that was conducted with the aim of introducing the adapted model of sports businesses in the era of Corona, showed that accurate needs assessment of the demands of users, customers and personnel of sports clubs should be the basis of the marketing strategy in the era of Corona. Charkhtab (2020) showed in a research that new versions of network marketing strategies have been created in the sports industry during the Corona era. Heydari et al. (2019) showed in a research that the effect of Corona on the sports industry is classified into two general categories: direct and indirect effects, which include positive and negative effects on the sports industry. Also, Sohaili and Manouchehri (1402) also concluded that the effect of conflict factors, satisfaction and people's attitude on their participation in offline sports events in the era of Corona is significant. Therefore, the current research was compiled with the aim of identifying the impact of the Corona crisis on the marketing method in sports organizations of Qom province.The method of conducting this research is qualitative with content analysis approach. Also, the research is exploratory-development based on the classification of research based on the goal. In this research, semi-structured individual interview methods were used to collect information. The statistical population of this research includes all managers and experts of the General Directorate of Sports and Youth, professors knowledgeable in the field of rehabilitation and sports economics, consultants and marketing and economic managers of sports clubs, which are selected on a case-by-case basis and due to the availability of the research community of Qom province. Was investigated. Until the interviews were progressed to the point where theoretical saturation was achieved with respect to the research topic, the participants in the interviews were selected purposefully and non-probably. The interview started with the purposeful selection of people who were experts and knowledgeable about the research topic and continued in the form of a snowball, and finally, during a 2-month process, 14 interviews were obtained. Based on the results, the core codes, information issues, support issues, competitive issues, management challenges, price challenges, sports challenges, capital challenges, consumer behavior, sales drivers, sales marketing and product selection as factors affecting the role of the Corona crisis. The traditional marketing method in sports organizations and infrastructure challenges, governance challenges, educational challenges, support challenges, sales incentives, sales strategies and product selection were categorized as factors of the role of the Corona crisis on the electronic marketing method in sports organizations. According to the findings of this research, it is suggested to provide training courses for managers of sports organizations in order to prepare to face similar crises. Also, considering that the Corona crisis has made the role of electronic businesses more visible, increasing the trend of benefiting from new technologies and supporting startups in this field and increasing knowledge in connection with electronic marketing methods can help the development of sports and businesses in this field. The field helps even in times of crisis. Also, providing and strengthening the necessary infrastructure by the government for the use of electronic marketing by sports organizations and customers is essential. Finally, considering that this research was conducted at the level of Qom province and through interviews, it is suggested that the research be designed and implemented on a wider level and also from the customers' point of view.
hossein alimohammadi; hossein kordlu; javad Adabi Firouzjah; Narges Gerami
Abstract
The increase in demand for sports and physical activity services and the increase in the number of companies providing these services has caused competition in this sector like in other sectors. In order to stay in the field of competition, attention to the quality of services has always been expanding, ...
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The increase in demand for sports and physical activity services and the increase in the number of companies providing these services has caused competition in this sector like in other sectors. In order to stay in the field of competition, attention to the quality of services has always been expanding, and the different characteristics of services make the evaluation of service quality and, of course, its quality improvement very complicated. This issue requires the use of a suitable tool to evaluate the quality of an intangible product. Consumers now have more information and knowledge about services than ever before, which organizations use as a competitive tool in the market. Several models have been used to evaluate service quality in sports events. One of the approaches is to use the SERVQUAL model. Considering that the quality of service is focused on customers and one of the environmental factors affecting organizations are the customers of those organizations, management experts have listed customer satisfaction as one of the most important duties and priorities of management of organizations and the necessity The constant and stable commitment of top managers to attract the opinion of customers has been considered as the main prerequisite for success. The higher the level of customer satisfaction, the more profit it will bring to the company. Customer satisfaction is a post-purchase evaluation in which the selected options at least give results (exceed), are equal to or exceed the customer's expectations, while if the results obtained do not meet the consumer's expectations or in other words Customer satisfaction is a personal behavior, dissatisfaction is created after comparing the performance (or results) that he feels compared to his expectations. In fact, customer satisfaction is the result of satisfying the customer's needs and it expresses a kind of subjective judgment about the product or service. Satisfaction is the most common predictor of loyalty and there is extensive literature that links the two variables in sports organizations. The model of creating loyalty through increasing the quality of services and gaining satisfaction is one of the most common models that has been discussed in studies related to customer loyalty and satisfaction in various researches. Loyalty comes from belief in the quality of services, psychological decision (behavioral intentions) and positive and favorable attitude, and it is the repetition of purchase behavior and stability in purchase behavior. Considering the fact that the satisfied customer will most likely continue to follow up and purchase more continuously, they will also deal with word of mouth advertising and increasing the volume of use of the facilities. For this reason, it is stated that success in the profession increases as a result of the presence of loyal customers, the reduction in time spent searching for new customers, and the enthusiasm and willingness of customers to pay a higher price due to the provision of high-quality services. In recent years, due to the relative promotion of the role and position of sports among people in the society, managing the quality of services and evaluating customer satisfaction and loyalty has become one of the main concerns of sports sector managers. Managers in this department want to know how they can more effectively measure the quality of services and evaluate customer satisfaction and loyalty in their organization, also managers of all clubs and sports centers are looking to increase the number of their loyal customers and customer evaluation can be a great help to them. Therefore, this research, while focusing on the customers of health sports services, by comparing the loyalty pattern and repurchase intention of the customers of recreational and sports complexes, based on service quality and satisfaction, seeks to determine whether the conceptual model for evaluating the loyalty of new and old customers of recreational and sports centers based on quality Can the service be explained? In this research, the target statistical population includes all customers who use the services of recreational and sports complexes in Isfahan city, and these customers were selected as available samples. Based on Morgan's table, the maximum sample size of 384 people was selected. In this study, new customers (156 people) have been in the clubs for 1 to 6 months, and customers who have been members of the club for more than 6 months are considered as long-term customers (228 people). In this research, the questions raised in the questionnaire were set based on a 5-point Likert scale (strongly agree, agree, have no opinion, disagree, strongly disagree). The questionnaire used has 72 questions, which consisted of 5 sections including personal information, service quality, satisfaction, customer loyalty and return decisions. In this research, standard questionnaires whose validity has been confirmed by sports management experts and professors (ten people) have been used. Cronbach's alpha coefficient for service quality was 0.89, satisfaction was 0.93, loyalty was 0.85 and return was 0.72. Descriptive statistics and inferential statistics including Kolmogorov Smirnov test to measure the normality of data distribution, Pearson correlation test to determine the relationship of variables and structural equations to determine the fit of the model were used to analyze the data. The findings showed that the correlation between the variables of the research is between 0.59 and 0.75, the highest correlation between the variable of loyalty and the variable of willingness to return is r=0.75, the correlation between the variable of service quality and the variable of customer satisfaction is r=0.66. =, on the other hand, the relationship between satisfaction variable and loyalty variable is r=0.63. It is necessary to remember that all the relationships between the variables are positive and direct. In general, according to the significance of factor loadings and desirable indicators of model fit, it can be said that the model of the communication path of the perceived quality of sports services, satisfaction, desire to return and loyalty of long-standing customers of Isfahan's recreational and sports complexes has a good fit based on the conceptual model. The fit of both models was confirmed and therefore it can be acknowledged that the conceptual model of this research with the modifications made in both groups of new and old customers has a good fit and no difference can be seen in this respect. Based on the findings of the modified model, it can be said; The path model has a good fit with the data in both groups of new and old customers. In general, according to the significance of factor loadings and desirable indicators of model fit, it can be said that the model of the communication path of the perceived quality of sports services, satisfaction, desire to return and loyalty of new and old customers of Isfahan's recreational and sports complexes is based on a conceptual model of It has a good fit. According to the modified model of the communication path, it can be said that service quality has a significant relationship directly with both satisfaction and loyalty. Satisfaction has a direct and significant relationship with loyalty and the desire to return, and loyalty has a direct and significant relationship with the desire to return all customers. Based on this, it is suggested that the managers of sports complexes try to maximize the quality of services in sports clubs and keep them at the desired level while paying full attention to the different dimensions of service quality.
sadegh fatahimilasi; habib honari; sara keshkar
Abstract
Today, sports diplomatic literature has been able to blur the borders and open more ways for dialogue so that different people can gather together. Therefore, sports diplomacy is an elixir for governments to eliminate differences and promote development, dialogue and sustainability as a pristine and ...
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Today, sports diplomatic literature has been able to blur the borders and open more ways for dialogue so that different people can gather together. Therefore, sports diplomacy is an elixir for governments to eliminate differences and promote development, dialogue and sustainability as a pristine and untouched diplomatic tool. Institutions that operate in the field of sports and diplomacy can increase positive sports values such as mutual respect, order, patience, tolerance and compassion in the midst of violent and violent political relations and become the source of this environment. In a comprehensive definition, sports diplomacy can be called a bold part of public diplomacy, in which all the hardware and software capacities of a country's sports, such as sports equipment and spaces, athletes, coaches, sports managers, and its soft power are used in the field between The international should be strengthened. that the institutions related to sports and Iran's foreign policy have not used the global capacity of sports in order to advance political goals as they should, also in relation to the development strategies of sports diplomacy, branding and crediting, interactivity with the world and empowerment of capacities" score achieved a high level for the development of sports diplomacy in the country, sports diplomacy has potentials to improve various aspects of sports, therefore this research aims to investigate the economic and sports effects of sports diplomacy on the Islamic Republic of Iran, and as a result, aims to What are the economic and sports consequences of sports diplomacy on the country? Since the current research seeks to develop the boundaries of knowledge in relation to the topic of sports diplomacy, therefore, from the point of view of the purpose of this research, it is practical, as stated, this research is a mixed research method. has been used as a research strategy. In this research, considering that the researcher is looking for the consequences of sports diplomacy, therefore, the quantitative method cannot 1. Master student of sports management at Allameh Tabatabai University, Tehran, Iran. *Responsible auther: Email: omidfatahi3944@gmail.com 2. Associate Professor, Department of Sports Management, Allameh Tabatabai University, Tehran, Iran. 3. Associate Professor, Department of Sports Management, Allameh Tabatabai University, Tehran, Iran. be the basis of the research alone. Therefore, the mixed research method of the descriptive type (quantitative, qualitative) is used. It is worth mentioning In this research, first, the dimensions, components and indicators of sports diplomacy were extracted from the depth of the research literature and theoretical foundations, and using the theoretical foundations, a researcher-made questionnaire was created, and then explanatory and descriptive interviews were conducted with experts in the society. The case study was extracted and then using qualitative thematic method to describe each of the components for the development of sports diplomacy in the country. The statistical population of the current research in the quantitative part of doctoral and specialized doctorate students in the field of sports management and international relations is approximately 150 people and the sample size is 110 people. The statistical population of the present research in the qualitative section was made up of specialists, managers and people with experience in this field. The questionnaire used in the research is two-faceted, with positive and negative sides, which is based on a seven-point Likert scale. The reliability rate was obtained using Cronbach's alpha of 0.91, which is an acceptable coefficient. Also, for data analysis in this research, AMOS22 and Spss22 software were used for data analysis and ranking and confirmation of factors. In the descriptive statistics, the findings showed that the largest number of respondents are men, with 64.14%, with the number of 84 people. Also, the most respondents were people under the age of 35, 48.18%, the number of 53 people had the highest frequency, and the least respondents over 40 years old with the number of 15 people, equivalent to 13.63%, had the lowest frequency, and finally, 66.36 The percentage of 73 respondents have average knowledge and information about sports diplomacy, 14.54 percent of 16 respondents have a lot of information and knowledge, and 3.63 percent of 4 respondents have very much information and knowledge in the field of sports diplomacy. Also, from the number of respondents, 16 people have 14.54% little knowledge and 0.9% have very little information and knowledge about sports diplomacy. The findings related to the dimension of sports consequences of the research showed that the item (sports diplomacy plays a role in the conditions of the country's athletes in international sports events, with a factor load of 0.81) and the item (sports diplomacy plays a role in the development of sports infrastructure, with a factor load of 0.81) factor (0.79) and item (sports diplomacy plays a role in attracting sports elites) have the highest factor load, with a factor load of 0.61) in the sports consequences of the development of sports diplomacy in the opinion of experts. And also in relation to the economic consequences, the findings showed that the item (holding sports events strengthens the infrastructure and creates suitable facilities, with a factor load of 0.96) and the item (sports diplomacy increases the accumulation of physical capital, with a factor load of 95) (0.0) has the highest factor load and the item (sports diplomacy increases the economic culture in the country, with a & factor load of 0.41) in the economic consequences of the development of sports diplomacy in the opinion of experts. The codes obtained in the interviews of the qualitative part, according to the interviews conducted in the economic dimension, most of the interviewees emphasized the relationship between sports diplomacy and sports tourism, which is one of the main concepts that can be referred to in the economic dimension of sports diplomacy. He pointed out that tourism and sports are combined, and in the sports dimension of sports diplomacy, the lack of suitable sports infrastructure for international events has played a significant role in the development of sports diplomacy in the country. According to the current research, one of the most important consequences of sports diplomacy is its economic dimension, which sports brings with it wide economic effects, and that is why it has been named as a dynamic industry and is currently one of the 10 industries in the world. It is superior in developed and developing countries, which is important in relation to the transformation of sports as a money-making industry for developing countries. In the time period of conducting the research, there were limitations such as the small cooperation of some research samples, the lack of knowledge of some samples of sports diplomacy, the conditions of the Koid 19 epidemic in the information gathering stage, and limited theoretical foundations in the field of sports diplomacy, especially in the economic dimension. that has prevented better performance. According to the attractiveness and income generating potential of the sports industry, there seems to be less of a problem for the existence of the private sector investor, except for some legal obstacles and lack of support. Based on this, it is suggested that the government, by formulating a plan and preparing soft and hard infrastructures in areas such as building sports facilities, holding international events, exchange of athletes, etc., will create the basis for the presence and participation of the private sector and use of its capabilities. the country's tourism for the increasing development of the country's sports diplomacy.
Rasool Nazari; Alireza Davari; Masoud Naderyan
Abstract
The purpose of this study was to develop strategic themes for the development of Iranian handball.The research is strategic in terms of subject matter; it is applied in terms of purpose and it is descriptive in terms of method and its data collection is survey. The statistical population was the experts ...
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The purpose of this study was to develop strategic themes for the development of Iranian handball.The research is strategic in terms of subject matter; it is applied in terms of purpose and it is descriptive in terms of method and its data collection is survey. The statistical population was the experts Using both theoretical and snowball sampling methods 30 individuals were considered as sampleA combination of qualitative and quantitative methods was used to collect and analyze data. The research tool was a researcher-made checklist, which was confirmed by experts on its face and content validity, interviews and strategic council meetings were used to collect information. Logical inductive method was used to analyze the required information in the quantitative section of the matrix of position assessment and strategic action and matrix in the qualitative section. The Iranian Handball Federation has five macro-general sports exercises in the community, the development of championship sport, the promotion of professional sports, the promotion and consolidation of the organizational status of handball in all provinces, deepening and strengthening the morale of chivalry and orality through handball exercise, while the strategy approach The sport of the Iranian Handball Federation was based on an assessment of strategic position and strategic matrix in an aggressive position. Therefore, the brand promotion of the Iranian Handball Federation was chosen to maintain the status quo in the competitive market as one of the market leaders as a priority strategy.
Sara Keshkar; Francesco Addesa; Arezoo Sadeghi
Abstract
The research method of the present study was applied and content analysis. The statistical population of the study was all Iranian and Turkish serials that were broadcast in the period from 2012 to the spring of 1398 and were considered. In this regard, in order to select the sample population, multi-stage ...
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The research method of the present study was applied and content analysis. The statistical population of the study was all Iranian and Turkish serials that were broadcast in the period from 2012 to the spring of 1398 and were considered. In this regard, in order to select the sample population, multi-stage sampling method was used. Thus, a total of 6 Turkish serials and 5 Iranian serials were selected and a total of 91 episodes with 1369 sequences were observed and examined. The research findings show that the producers of serials and family films in Turkey pay attention to sports in various forms in media productions. The display of visual signs of sports in Turkish films is more important than Iranian films, and this shows the attention of policymakers and the mass media of this country to the category of sports and its transmission to society. In Iran, less attention is paid to the visual signs of sports in television productions, and even many athletes take on negative and destructive roles in movies and TV series. Therefore, paying attention to the display of visual cues in popular Iranian TV series will play an important role in changing the attitude and behavior of viewers and their interest in sports.
elham moshkelgosha; Rasool Nazari
Abstract
The method of the present research was descriptive-analytical in terms of applied results and was a case study that was done by survey method. The statistical population of the study included the managers and experts of Isfahan Sports Club. Due to the uncertainty of the number of people, the statistical ...
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The method of the present research was descriptive-analytical in terms of applied results and was a case study that was done by survey method. The statistical population of the study included the managers and experts of Isfahan Sports Club. Due to the uncertainty of the number of people, the statistical sample ceiling was considered equal to 384 people. The measuring instrument was Aghazade Blue Ocean Strategy Questionnaire (2014). The validity of the questionnaire was confirmed by experts, reliability (0.93) was calculated through Cronbach's alpha method. Statistical methods of second-order confirmatory factor analysis and Friedman were performed as statistical tests using SPSS software version 22 and Amos. Based on the results of the model of explaining the indicators of action in the blue ocean strategy in Isfahan sports clubs is in good condition. The results showed that the physical evidence with the average (4.16) was the highest and then the quality of communication (3.86), comfort and well-being (3.76), Internet services (3.65), service quality (59 / 3), brand (3.44), price (3.13) and finally creativity (2.79) had the lowest score. Sports club managers are advised to use a kind of agile organizational structure to change the main strategies to use the four blue ocean strategies, including strategies of increasing, decreasing, eliminating and creating for the clubs.
