Sports management, marketing
Fahime Gholipoor; Ehsan Asadollahi; Akbar Marefati
Abstract
"Smuggling, forgery, and fraud are global phenomena that have grown increasingly prevalent in recent years, with numerous negative consequences affecting not only legitimate businesses but also consumers, business owners, and society as a whole (Martinez & Jaeger, 2016). Researchers have concluded ...
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"Smuggling, forgery, and fraud are global phenomena that have grown increasingly prevalent in recent years, with numerous negative consequences affecting not only legitimate businesses but also consumers, business owners, and society as a whole (Martinez & Jaeger, 2016). Researchers have concluded that authentic sports brands such as Adidas and Puma are among the most counterfeited and copied brands (Umar, 2015). In today’s complex and challenging markets, every business must strive to foster a strong bond with its customers in order to thrive and excel. As a result, attention to moral issues in social and economic relations has significantly increased (Asadollahi, Tojari & Zarei, 2017). Initially, compliance with ethical principles was primarily associated with markets and their activities in selling goods or services. However, it has been found that the purchase of counterfeit products may be linked to the moral and spiritual well-being of customers (Fahimdevin & Asadollahi, 2023). Therefore, the main focus of the current research was to examine the role of ethical behavior and consumers’ spiritual well-being in the decision to purchase counterfeit sports goods, and whether these factors interact with the purchase of counterfeit goods and whether they can be improved to reduce the purchase of counterfeit and imitation goods?This research falls into the category of applied research, utilizing a quantitative survey methodology with a descriptive correlation approach. The statistical population for this study comprised all customers of sports products in Mashad. The sample size was determined based on the number of observable variables, and the accessible sampling method was used, with questionnaires distributed electronically in sports product sale groups. A total of 385 samples were analyzed, using three questionnaires related to spiritual well-being, ethics, and the decision to purchase fake and imitation products. All questionnaires were validated for face and content validity. Descriptive statistics, including mean, standard deviation, and cumulative frequency, were used to describe the demographic characteristics of the research population. Additionally, structural equation modeling was employed in the inferential statistics section, with the analysis conducted using the Smart PLS2 software environment.The findings revealed that all paths are significant, with the ethical path to the decision to purchase showing a strong influence (standard effect coefficient of 0.949). Moreover, the path from ethics to spiritual well-being (standard effect coefficient of 0.340) and from spiritual well-being to the decision to purchase (standard effect coefficient of -0.364) were also found to be significant and negative. This suggests that ethical behavior can lead to spiritual well-being and that ethical behavior and spiritual well-being can influence the decision to purchase counterfeit goods.The present study aimed to model the impact of consumer ethics and spiritual well-being on the decision to purchase counterfeit sports goods, and the findings are consistent with previous research by Shahriari et al. (2023), Asadollahi et al. (2021), and Chergahayn et al. (2015) Spiritual well-being is defined as the awareness of existence or power beyond the material aspects of life. For these reasons, since ethical considerations are also prevalent among the people of our country, this finding is justified: spirituality is an integral part of morals and human values. This is particularly important because human nature has a fundamental tendency toward positive and desirable values. A spiritually inclined individual possesses a special understanding of God, humanity, and the world, and seeks to integrate their spiritual beliefs with ethical practices. This serves to substantiate the findings of the research model, which aligns with the research of Asadollahi, Ghaharamani and Keshtidar (2023), Samaadifar, and Narimani (2017).Spiritual well-being denotes an individual’s ability to establish coherence and compatibility between the meaning, purpose, and values of their life. This can play a significant role in resolving conflicts. In conclusion, it can be noted that consumers’ behavior regarding counterfeit products may change and develop based on various factors. It was determined that ethics exert the greatest influence on the decision to purchase fake sports products, implying that consumers’ ethical conduct can determine whether they choose to use such products or not (depending on whether they consider buying fake products to be ethical or not). Furthermore, an ethical individual recognizes that the cost of their purchase should not only benefit themselves but should also take into account other relevant factors.
Sports management, marketing
mohammad soltanhoseini; Ehsan Adibi; Mehdi Salimi
Abstract
This research aims to present a model of the role of sports marketing in realizing economic democracy in Iranian professional football. The research method is a qualitative case study, and the participants are sports club managers. Using purposive sampling and the theoretical saturation technique, key ...
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This research aims to present a model of the role of sports marketing in realizing economic democracy in Iranian professional football. The research method is a qualitative case study, and the participants are sports club managers. Using purposive sampling and the theoretical saturation technique, key informants (including 19 individuals) were selected to identify the framework for presenting the model of the role of sports marketing in realizing economic democracy in Iranian professional football, and they were interviewed. The tools used were semi-structured interviews (with focus groups) and document analysis. To ensure the validity and reliability of the study, the Lincoln and Guba evaluation method was used. The paradigmatic model of this research was designed based on the Strauss and Corbin paradigmatic model.
In this research, four categories—transformation of the management structure and governance of sports marketing, innovation and diversity in sports marketing tools, economic and cultural empowerment of football stakeholders, and market dynamism and the system of football economic interactions—were identified as causal conditions. The institutional and policy context of professional sports, technological and media infrastructure of professional football, cultural and social characteristics of Iranian football society, and the country's economic and industrial conditions of the sports market were identified as the main contextual factors. Two categories—institutional barriers in the management system of Iranian football and cultural and technological barriers in the context of football society—were identified as intervening factors.
Sports management, marketing
Reza Nazari; Elham Moradi; Atousa Ghaseminezhad Dehkordi
Abstract
Objective: The aim of this research was to provide appropriate strategies for the financial independence of professional private sports clubs.
Method: The research method was mixed (qualitative and quantitative). The statistical population in the qualitative section included experts in the field of ...
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Objective: The aim of this research was to provide appropriate strategies for the financial independence of professional private sports clubs.
Method: The research method was mixed (qualitative and quantitative). The statistical population in the qualitative section included experts in the field of marketing management, sports management, sports marketing experts and private club managers. The sample size based on the theoretical saturation index was 15 people. The statistical population in the quantitative section included customers of private clubs and postgraduate students in sports management, who were selected using SPSS Sample Power software and their number was 360 people. The non-probability sampling method with maximum diversity or heterogeneity was used. In the quantitative section, the research tool included a questionnaire extracted from the codes of the qualitative section, which was also analyzed by Smart PLS software.
Results: Based on the data analysis, 67 initial concepts, 12 main categories were identified. These categories included legal and regulatory factors, interaction of stakeholders, facilitation of sponsor attraction, development of sponsor attraction, improvement of rules for sponsors, provision of facilities to sponsors, training of specialized personnel, commercial income, management factors, development strategies and economic approach.
Conclusions: According to the findings of the present study, it can be said that these dimensions, when combined in a collective approach, can strengthen the financial strength and, as a result, achieve financial independence of sports clubs.
Sports management, marketing
Amir Derakhshan; Mehdi Kohandel; Hossein Abdolmaleki; Seyed Nemat Khalifeh
Abstract
Excellence in the highly competitive sports industry requires appropriate marketing strategies. Marketing researchers have long identified brand authenticity as one of the key pillars of marketing and consider it critically important for consumers. The aim of this study was to examine the effect of open ...
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Excellence in the highly competitive sports industry requires appropriate marketing strategies. Marketing researchers have long identified brand authenticity as one of the key pillars of marketing and consider it critically important for consumers. The aim of this study was to examine the effect of open innovation and social media marketing on football clubs' brand authenticity, with value creation and brand mental image as mediating variables. In terms of objective, this research is applied, and in terms of strategy, it is descriptive-correlational, conducted using structural equation modeling. The statistical population consisted of fans of football clubs in the active leagues of the country. A total of 450 questionnaires were distributed, and 428 questionnaires were analyzed. To collect the required data, the following instruments were used: the Open Innovation questionnaire by Peter et al. (2016), the Social Media Marketing questionnaire by Kim et al. (2017), the Brand Authenticity questionnaire by Kadirov (2010), the Value Creation questionnaire by Zeinoddin et al. (2012), and the Brand Mental Image questionnaire by Ulrich (2009). The validity of the questionnaires was confirmed by 13 sports management professors, and the reliability was assessed using Cronbach's alpha coefficients of 0.88, 0.77, 0.89, 0.89, and 0.70, respectively. SPSS and SmartPLS statistical software were used for data analysis. The findings showed that open innovation and social media marketing have a positive and significant effect on brand authenticity, value creation, and brand mental image of football clubs. Furthermore, brand value creation and brand mental image have a positive and significant effect on brand authenticity. Therefore, it can be concluded that attention to factors such as innovation and social media marketing can strengthen a club's brand in terms of value creation, mental image, and authenticity.
Sports management, marketing
Azizollah Farzipor; Rouhallah Ershadi; Jamshid Hemati; BI BI Fakhrosadat Hashemi
Abstract
The purpose of this study was to investigate the role of the 4E dimensions in developing water sports and recreational tourism resources on Kish Island. The research was applied in purpose and descriptive-survey in method. The statistical population consisted of employees from the Kish Free Zone Organization ...
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The purpose of this study was to investigate the role of the 4E dimensions in developing water sports and recreational tourism resources on Kish Island. The research was applied in purpose and descriptive-survey in method. The statistical population consisted of employees from the Kish Free Zone Organization and the Kish Institute of Sports and Recreational Activities, selected through convenience sampling (N = 257). Data were collected using a researcher-designed questionnaire, whose face and content validity were confirmed by 11 experts in sports management. Reliability was assessed using Cronbach’s alpha and composite reliability coefficients. Data analysis was performed using SPSS version 25 and Smart PLS version 4. The results demonstrated that Experience (0.844), Esthetic Experience (0.913), Engagement (0.902), Advocacy Commitment (0.830), and Ubiquity (0.887) had significant impacts on the strategic development of sports tourism resources. These findings suggest that managers of sports and marine recreation centers must recognize and leverage these resources to improve performance. This study, by applying the 4E model innovatively, offers new insights into integrating experience, esthetics, engagement, advocacy, and ubiquity to foster the growth of water sports tourism on Kish Island. It highlights a dual achievement: enhancing service quality and supporting sustainable and strategic tourism development in the region.
Sports management, marketing
Mohammad Ali Siahsarani Kojuri
Abstract
The purpose of the current research is to analyze consumer behavior in fitness clubs based on the 7Ps of service marketing. The current research is descriptive-analytical and in the form of cross-sectional studies. The statistical population of the present study were male customers of fitness clubs in ...
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The purpose of the current research is to analyze consumer behavior in fitness clubs based on the 7Ps of service marketing. The current research is descriptive-analytical and in the form of cross-sectional studies. The statistical population of the present study were male customers of fitness clubs in the western cities of Mazandaran province. Due to the unlimited nature of the research population, the formula for determining the sample size was used. Cluster sampling was used to collect data, and the researchers distributed a total of 400 questionnaires among the clients of men's gyms, of which 384 were correctly completed. And analyses were done on them. Data collection was done through a standard questionnaire, and the reliability and validity of the questionnaire were confirmed using Cronbach's alpha and confirmatory factor analysis. In the first step, to describe the research population and check the level of homogeneity/heterogeneity, the members of the statistical sample were grouped and analyzed in four separate clusters using the Davis-Bouldin index. The clustering results showed that in cluster zero process factor, in cluster one price, in cluster two physical evidence, and cluster three processes have obtained the most number of cluster centers. In the second step, the Gini weighting index was used to measure the influential indicators in each of the 7Ps of the service marketing mix separately for each cluster. The application of the Gini index showed that in each cluster and each of the 7 factors of service marketing, a different situation can be seen in the importance of the indicators. The findings showed that fitness clubs face different customers in terms of 34 indicators of service marketing and providing the same service to all customers is a wrong strategy that can lead to an increase in customer attrition rate, therefore, it is suggested that the activists of this sector consider the differences and invest in key indicators according to each cluster.
Sports management, marketing
Hamied Nikoabadi; Rasool Nazari; Mehdi Salimi
Abstract
There is not much comprehensive and applied research on the active lifestyle and the importance of physical development and sports in Iran, as well as its impact on the economy. Therefore, the aim of the present study is to develop an active lifestyle model of Iranian society with an economic and sports ...
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There is not much comprehensive and applied research on the active lifestyle and the importance of physical development and sports in Iran, as well as its impact on the economy. Therefore, the aim of the present study is to develop an active lifestyle model of Iranian society with an economic and sports business approach in order to address various aspects of increasing its share in the gross national product. To conduct this qualitative study, the data-based theory strategy and Charms' constructivist approach were used. Data were collected using semi-structured in-depth interviews. The participants in this study were 19 experts in the three fields of sports sciences, economics, and medical sciences. Of the approximately 210 sentences implemented from the interviews, 145 initial codes, 22 focused codes, and finally the factors identified from the interviews were classified into six core categories: health-promoting movements, institutionalization, active lifestyle, health, individuals and society, and economy. The present model acknowledges that an active lifestyle may have a direct and indirect impact on the gross domestic product (GDP). It was found that increasing attention to an active lifestyle not only helps improve the health and quality of life of individuals, but can also lead to increased productivity, reduced health costs, and the growth of related industries and an increase in the country's gross domestic product.
Sports management, marketing
sardar mohammadi; naser soroush; Elahe daneshrad; Leila Nazari; Tahere Mohseni seresht
Abstract
The book, as the first mass media, is always the focus and emphasis of the people of science and knowledge. Book review examines the contents expressed by the author in the book as closely as possible. The book is five thousand years old. The first books were in the form of clay tablets, but with the ...
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The book, as the first mass media, is always the focus and emphasis of the people of science and knowledge. Book review examines the contents expressed by the author in the book as closely as possible. The book is five thousand years old. The first books were in the form of clay tablets, but with the passage of time, due to human access to new facilities and the change of human need for communication and information, the form of books evolved. One of the valid definitions given for the book is related to the UNESCO organization: a book is a type of bound printed work that has more than 49 pages and is not published periodically under a fixed title like publications (Encyclopaedia of publishing and books). Many articles, including a review of the book "Basics of Sports Management" by Dr. Mehr Ali Hemti-Najad and Dr. Behnam Asheghi, a review of the book "The Practical Skills of Sports Management" by Dr. Leila Izadprast and Sara Haji Anzhani, and a review of the book "Management Information Systems". In Sports by Mahbobeh Jafarzadeh Zarandi and Mohammad Ebrahim Razaghi are available for book review. Information analysis Qualitative content analysis and multiple readings of the work were also used. The method (critical philosophical exploration) was used to examine the issue. Critical philosophical exploration means the rule of critical philosophical reflection on action (Hagerson) and the search for logical basis, reasoning methods, guiding values, or norms governing educational thoughts and practices. The steps of this method include the methodological and ontological assumptions of traditional traditional research, comparing multiple research centers to pay attention to the subject matter, and to determine the most integrated, and the most sophisticated paradigm. to the position Meanings that can be obtained from inside or outside, of course, this step of educational criticism requires considering criteria for criticism, criteria that can be formulated based on a historical context, various scientific theories, etc. Evaluation also includes commenting on the merit and value of the whole situation or In this article, the stages of critical philosophical exploration were combined with the stages of educational criticism and the general format of criticism including three stages: a: description and description of the book, b: interpretation of the book, c: evaluation and determination of the effectiveness of the book. The purpose of this research is to review the sports marketing management book. Due to the fact that this book has not been reviewed so far and also the importance of this book as an academic resource for students, it was decided to select this book for review. There is good quality printing and binding. The advantages of the content included having the appropriateness of the content with the objectives of the intended lesson, covering many approved topics, matching the book with the academic level of the students, the appropriate use of various scientific tools and responding to the scientific and practical needs of the society. Among the shortcomings and disadvantages of the book under review, it can be noted that some words are not written in the same hand, typographical errors. And he pointed out the inappropriateness of the image of the cover with the title. Also, some concepts are not well explained and detailed explanations are not provided by the authors. In general, it can be said that the work under review is one of the best translated books in the field of sports marketing management. As the most important educational material, the textbook occupies a large part of the teaching time and is the main focus of teaching and learning activities in the educational process. The appropriate quality of this educational media can play an effective role in the learning of students and the realization of educational goals. One of the textbooks related to the field of sports science and the field of sports management and the trend of sports marketing, with the title (Sports Marketing Management) is written in 19 chapters. It is by Sara Keshgar and his colleagues, which was published and launched in 2011 by Alam Vahrakat Publications. In general, the book (Sports Marketing Management) is one of the best books in the field of marketing, based on this, we will evaluate the book descriptively and analytically in three dimensions. We have addressed formal, content and structural aspects, so that by pointing out the strengths and weaknesses of the mentioned book, we can help its authors in editing the reprint of the book, and other writers interested in this field can get ideas from this research. Examining formal, structural aspects and the content of the work according to the criteria of interpretation of educational books is stated as follows: From the formal aspect, according to the reviews carried out according to the standard criteria, the present book is in a favorable condition. In the comparison that was made between the sports marketing management book and other books in this field, in terms of form, structure and content, it was lacking in some cases and overall it had advantages over the compared books. Existing and similar books, external dimensions such as binding, binding had the necessary capabilities like other compared books. But in terms of matching the title of the book with the picture on the cover, unfortunately, there is no good match and the picture on the cover is centered on athletics, which has nothing to do with the subject of the book. The book has a more fluent text and in terms of other content dimensions, such as the comprehensiveness of the content, the appropriateness of the volume of the chapters, the matching of the title of the chapters and the content in each chapter, the matching of the images with the content and other content dimensions, it has a favorable condition. Structurally, compared to the management book Compared to other books, sports marketing has a unique structure, in which all these structural features can be seen in very few books, because by using questions, activities, and personality self-assessment tests, and management self-tests, the reader is guided step by step. It helps in learning new concepts. But not having a dictionary is considered a weakness for it.
seyed farshid mirmohammadian toutkaleh; leila ghorbanighahfarokhi
Abstract
E-sports is an emerging but very powerful, important and effective phenomenon in the market, behavior and even the culture of the young generation of our country. By focusing on the motivational and behavioral patterns of electronic sports consumption, a relatively new aspect of electronic sports can ...
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E-sports is an emerging but very powerful, important and effective phenomenon in the market, behavior and even the culture of the young generation of our country. By focusing on the motivational and behavioral patterns of electronic sports consumption, a relatively new aspect of electronic sports can be investigated to determine whether the consumption of electronic sports is an independent market or can affect the non-electronic sports market. be According to the existing theoretical foundations about the behavioral indicators of sports consumers, we find that seven indicators "1-Participation in the game (players) 2-Presence in the game (organizing and executive factors) 3-Watching sports 4-Sports readers 5-Listeners Sports 6-using the internet for sports and 7-buying team goods" are the most important indicators in this regard (Chen & etal., 2018; Solomon & etal., 2017). In examining this relatively new phenomenon, an important question that arises is whether there is a relationship between the consumption of electronic sports and the consumption of non-electronic sports? If marketers know the motivational and behavioral factors of electronic sports consumers, they can create a link to attract potential customers from the large population of these players for their sports products. Therefore, this research seeks to answer the question, what are the motivational and behavioral indicators of the consumption of sports goods in Iranian e-sports players? Considering the important role of electronic sports in sports marketing in the era of digital communication, this study was conducted with the aim of identifying the motivations and behavior of sports goods consumption among electronic sports players in Iran. The statistical population of the research was made up of electronic sports players in Iran. Sampling was done targeting the population over 18 years old. The sampling of electronic sports users was done from the Instagram pages of the National Electronic Sports Association of Iran, the Electronic Sports League of Iran, and also visiting the available electronic game clubs in the cities of Tehran and Ahvaz. To sample electronic sports clubs from searching on the Google map to access 4 and 5 star items from the point of view. Since the questionnaire of this research was designed and prepared electronically on the Google Form page, it was quickly and easily available to the samples. To create a research questionnaire from the survey instrument of the study of Lee & etal. (2010) was adapted and also included scales from Kim & Ross (2006) and Sherry & etal. (2006) was. Lee & etal. (2010) introduced new items that represent 14 motivations for e-sports consumption, which are; Social interaction, fantasy, similarity to sport, deviance, competition, entertainment, sport application, arousal, design/graphics, game time, control, skill similar to real sports, permanence and peer pressure. Also, seven items were added to measure the consumption of non-electronic sports by electronic sports players, which are; Participating in sports, watching televised sports, purchasing team merchandise, using the Internet for sports, using sports print media, listening to sports radio, and attending sports games. In the study of Lee & etal. (2010), the reliability of the scale with Cronbach's alpha was reported as 0.87 in an American sample. From the selected sample in this research (n=600), 561 electronic answer sheets were collected at first, after removing incomplete items, 512 fields were considered acceptable and their data were used in the analysis of findings and results. In the present study, before collecting the main data, the reliability and validity of the instrument were tested and in the initial distribution of 100 copies, the reliability was calculated with Cronbach's alpha of 0.79.Sampling was done targeting the population over 18 years old. The sampling of electronic sports users was done from the Instagram pages of the National Electronic Sports Association of Iran, the Electronic Sports League of Iran, and also visiting the available electronic game clubs in the cities of Tehran and Ahvaz. To sample electronic sports clubs, Google map search was used to access 4 and 5 star items from the customers' point of view. Since the questionnaire of this research was designed and prepared electronically on the Google Form page, it was quickly and easily provided to the samples. To create a research questionnaire from the survey instrument of the study of Lee & etal. (2010) was adapted and also included scales from Kim & Ross (2006) and Sherry & etal. (2006) was. Lee & etal. (2010) introduced new items that represent 14 motivations for e-sports consumption, which are; Social interaction, fantasy, similarity to sport, deviance, competition, entertainment, sport application, arousal, design/graphics, game time, control, skill similar to real sports, permanence and peer pressure. Also, seven items were added to measure the consumption of non-electronic sports by electronic sports players, which are; Participating in sports, watching televised sports, purchasing team merchandise, using the Internet for sports, using sports print media, listening to sports radio, and attending sports games. In the study of Lee & etal. (2010), the reliability of the scale with Cronbach's alpha was reported as 0.87 in an American sample. From the selected sample in this research (n=600), 561 electronic answer sheets were collected at first, after removing incomplete items, 512 fields were considered acceptable and their data were used in the analysis of findings and results. In the present study, before collecting the main data, the reliability and validity of the instrument were tested and in the initial distribution of 100 copies, the reliability was calculated with Breyer's Cronbach's alpha of 0.79. The findings showed that 86.3% of the research participants were male and 13.7% of them were female. Most of the respondents were between 18 and 32 years old (79.32%). The average age of the research participants was 25.32 years. A set of 14 main motivations was identified. In the main set, entertainment had the highest mean (5.03) while knowledge had the lowest mean (3.35). The correlation between fourteen known motivations varied between 0.08 and 0.70. The correlation between the consumption of electronic sports and seven motivational indicators of non-electronic sports in research participants varied between -0.04 (radio sports) and 0.29 (internet sports). Among the seven correlations examined, five were statistically significant. Based on these findings, five Venn diagrams were drawn to show the overlap between the consumption of e-sports and selective participation in non-e-sports in research participants. Multiple regression analysis showed that, at the univariate level, entertainment, identification with sports, peer pressure, competition, and building skills for real sports had a statistically significant effect on the time spent in electronic sports games. All selected factors explained a total of 11.13% of the measurement variance.The findings showed that accompanying sports, participating in sports, sports television, Internet for sports and buying sports goods had a significant relationship with the consumption of electronic games, but the consumption of sports press and sports radio had no significant relationship with electronic sports. The results of multiple regression showed that the motivation to create fun, identification with sports, competition, acquiring skills similar to sports and peer pressure had a statistically significant effect on the time spent in electronic sports games. According to these results, marketers can provide a better opportunity for the sports products market by creating custom messages that drive the consumption behaviors of the target audience towards specific electronic sports games and achieve their strategic goals for increasing purchases and larger shares.
Saeed Farhadi Savadroudbari; Jabar Seifpanahi Shabani; Mostafa Jafari; Taktom Salari
Abstract
Digital technologies, along with the use of various traditional marketing methods, are able to have a significant impact on customer acquisition and sales of organizations in different sizes. Also in recent years, due to the increasing use of digital devices or in critical situations such as the widespread ...
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Digital technologies, along with the use of various traditional marketing methods, are able to have a significant impact on customer acquisition and sales of organizations in different sizes. Also in recent years, due to the increasing use of digital devices or in critical situations such as the widespread outbreak of the Corona virus, organizations and companies are finding it increasingly necessary to benefit from the digital market to continue their activities and progress. But, the use of technology in any field requires its own digital literacy. Digital technology tools in corporate digital marketing are no exception. Managers and salespeople of business units must have sufficient literacy and knowledge of the field of their work and the digital tools they use for digital marketing. The purpose of this study was to investigate the role of demographic characteristics and digital literacy in digital marketing of sports cafes and shops. The research method was descriptive correlation. The statistical population of the study includes; All the officials, managers and owners of cafes and sports shops were in the three provinces of Golestan, Mazandaran and Gilan. These three provinces are located in the north of Iran. It took about 2 months to send 990 invitation links to the owners, managers and sellers of cafes and sports shops. 293 people clicked on the link. Finally 122 reliable questionnaires were collected and analyzed. 102 people completed the research questionnaire via smartphone, 19 through a personal computer or laptop, and one using a tablet. Among the completed questionnaires, 75 cafes and 47 sports shops participated. average time for responding to the questionnaire was 9 minutes and 45 seconds. The instruments used were two questionnaires: digital marketing (Shakoori and Mohammadi, 2018) and digital literacy (Tohidi Asl, 2012). The digital literacy questionnaire has 20 questions with a 5-point Likert scale and the digital marketing questionnaire has 27 questions with a 5-point Likert scale. Appearance and content validity of both questionnaires were performed by experts and professors and the structural validity of the questionnaires was done using confirmatory factor analysis. Cronbach's alpha of the Digital Marketing Questionnaire and the Digital Literacy Questionnaire of 0.832 and 0.930 also confirmed their reliability. Questionnaires were designed on Porsline, and distributed and collected online using Social Media platforms like Instagram and websites which interduces cafes or Department of Labor`s website. SPSS software was used to analyze the information obtained from the questionnaire. Data analysis was performed using correlation tests and regression analysis. In the present study, descriptive statistics including tables and graphs and central and dispersion indices such as mean and standard deviation were used to describe the research variables and demographic variables. Spearman correlation test was used to test the research hypotheses due to the non-normality of the data. Multiple simple regression was also used to investigate the impact of digital marketing on digital literacy and its dimensions. 75 cafes with a frequency of %61.48 and 47 sports stores with a frequency of %38.52 participated in completing the questionnaire. Also, the statistical sample of the study includes 96 men with a frequency of %78.69 and 26 women with a frequency of %21.31. The highest number of questionnaire completers is related to the age group of 26-35 years with a frequency of 56.57% and the lowest number is related to the age group of 45 years and above with a frequency of 1.63%. The frequency of education levels of individuals is from high to low, respectively bachelor's degree, diploma, postgraduate education and finally associate degree. The highest income with a frequency of 53 individuals is related to 5.1 million and more, and the lowest amount of income is related to a million and less with a frequency of 8 people. The results showed that among the demographic characteristics, age and education level variables play a role in digital marketing. In order to investigate the effect of these two variables on the components of digital marketing due to their abnormal distribution, Kruskal[1]Wallis nonparametric test was used. According to the results, there is a significant difference between the variable of using social networks and the age of the respondents at the level of 99% confidence and between the variable of digital marketing performance with the age group of the respondents, there is a significant difference at the 95% confidence level. The age group of 26-35 years has more use of social networks and also a better marketing performance than other age groups. There is a significant difference between the digital marketing performance variable and the respondents 'education level at 99% confidence level and between the digital marketing planning variable and the respondents' education level at 95% confidence level. Graduates have better marketing performance and better marketing planning than other study groups. The nonparametric Mann-Whitney test was used to investigate the role of gender on the components of digital marketing due to the abnormal distribution of variables; But the obtained results did not show any significant differences between the components of digital marketing between groups with different genders. The results of regression analysis also confirmed the significant impact of digital literacy and its levels on digital marketing. Regression analysis showed that the variables of digital competence, digital usage and digital transformation had a significant effect on the dependent variable. Linear regression was used to investigate the effect of each level of digital literacy on each dimension of digital marketing. According to the results of this test, the most effect of the digital competency variable was on the variable of using social networks, which explained 38.7% of this variable. Also, the most effect of the digital user variable was on the variable of using social networks, which explained 41.8% of this variable. Finally, the most effect of the digital transfer variable was on the digital marketing planning variable, which explained 46.7% of this variable. According to the findings, all cafes and sports shops are recommended to use younger and more educated people who have a higher level of digital literacy, and to consider digital literacy promotion courses for them. It is also recommended that owners of cafes and sports shops continue digital marketing alongside their traditional marketing with short- or long-term planning. The spread of the coronavirus and the limited activity of cafes and sports shops can be the best opportunity to take advantage of digital marketing
malihe Faghir ganji; Sara Keshkar; habib honari; javad shahlaei
Volume 2, Issue 4 , January 2022, , Pages 1-34
Abstract
AbstractToday, many sports organizations and companies around the world are building new products and services using virtual reality technology, and this technology is expected to grow exponentially in the coming years. The purpose of this study was to develop a marketing model using virtual reality ...
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AbstractToday, many sports organizations and companies around the world are building new products and services using virtual reality technology, and this technology is expected to grow exponentially in the coming years. The purpose of this study was to develop a marketing model using virtual reality in the country's sports industry. The method of the present study was qualitative and based on the nature of the research which requires the exploration of various factors and variables technique of Strauss and Corbin's approach was used, the grounded theory technique was used. All experts and experts in the field of technology and marketing in sports were selected as a statistical population and according to the nature of research and the characteristics of the research community in this section, sampling was done in a qualitative and targeted manner using the snowball method. Prerequisite for participation in the interview was at least 30 years old, at least 5 years of work experience in the field of technology and marketing in sports and at least a bachelor's degree. The interviews were saturated after 16 samples, but continued until the 20th interview for more assurance. Maxqda software was used to encode and analyze the interviews. The results showed that the increase of research related to virtual reality and sports, organized support of virtual reality in sports marketing, development of virtual reality development and localization program, continuous education and advertising as future marketing strategies using virtual reality in the country's sports industry Should be considered.
Korosh Veisi; Sheno Izadi
Abstract
The purpose of this study was to investigate the relationship between professional ethics and marketing mix promoting sports services in private club managers in Kurdistan province. The research is applied in terms of purpose and in terms of survey method it is a descriptive type of correlation research. ...
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The purpose of this study was to investigate the relationship between professional ethics and marketing mix promoting sports services in private club managers in Kurdistan province. The research is applied in terms of purpose and in terms of survey method it is a descriptive type of correlation research. The statistical population of the study consisted of all managers of private sports clubs in Kurdistan province. According to the number of statistical population and using Cochran formula, 165 people were selected as sample and randomly distributed questionnaires were distributed among them. In this study, two standard questionnaires of professional ethics and mixed sports services promotion is uesd. Spss version 20 and Pls2 Smart softwares were used for data analysis.The findings indicate that there is a relationship between professional ethics and marketing mix promoting sports services in the managers of private clubs in Kurdistan province. Also, the results showed that the level of professional ethics of sport managers and the degree of familiarity of managers of private clubs in the province with a marketing mix promoting sports services is higher than average. Finally, honesty and fairness among priorities of professional ethics components are more important than the other components in the eyes of private club managers. The findings also suggest that promoting sales among the components of marketing mixes promoting sports services from the point of view of private club managers is more important than other components. Finally, a model for explaining the relationship between variables was presented. In general, it can be said that the managers of private clubs in Kurdistan province pay more attention to professional ethics in the club environment in order to be effective in promoting sports services.
