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
karrar majid abdullah; mohammad soltanhoseini; Mehdi Salimi
Abstract
The rising influence of modern marketing on university athletics has created a need for adaptable development strategies. This study developed a sustainable model for university sports in Iraq using a multichannel marketing framework. A qualitative, thematic analysis was performed using MAXQDA software. ...
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The rising influence of modern marketing on university athletics has created a need for adaptable development strategies. This study developed a sustainable model for university sports in Iraq using a multichannel marketing framework. A qualitative, thematic analysis was performed using MAXQDA software. Data were collected through semi-structured interviews with 14 purposively selected experts in sports management and university athletic administration. Findings identified six strategic pillars supporting multichannel marketing in Iraqi university sports: managerial, educational, technological, cultural-social, economic, and infrastructural-operational. The results show that implementing a multichannel marketing framework can boost student engagement, increase the domestic and regional visibility of university sports, diversify funding sources, and foster a sustainable athletic ecosystem. Among all strategic areas, economic strategies were deemed most vital for long-term growth, while cultural and social approaches were less emphasized.
Sports management, marketing
forough Mohammadi; Anvar Salem Hasan
Abstract
The purpose of this research was to investigate the effect of digital entrepreneurship in the development of the marketing mix of professional clubs in the southern and central cities of Iraq. The current research is applied in terms of purpose, quantitative in nature and descriptive-survey in terms ...
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The purpose of this research was to investigate the effect of digital entrepreneurship in the development of the marketing mix of professional clubs in the southern and central cities of Iraq. The current research is applied in terms of purpose, quantitative in nature and descriptive-survey in terms of strategy. The statistical population in this research included all the employees of professional sports clubs in the southern and central cities of Iraq, consisting of 170 people, and based on the Cochran formula, the number of 118 people was estimated as the final sample at the level of error (P<0.05). In this research, the random cluster sampling method was used for sampling, and the structural equation model was used to test the research hypotheses. Based on the results, digital entrepreneurship has a significant positive effect on the development of marketing mix (Sig=0.001, t=23.686) with the path coefficient (β=0.816) in professional sports clubs in the southern and central cities of Iraq, and the entrepreneurial effect model Digital marketing mix development of professional sports clubs in the southern and central cities of Iraq is also necessary. Therefore, it is suggested that the marketing managers of sports clubs use digital entrepreneurship solutions such as developing electronic infrastructures, creating service-educational blogs, and introducing sports clubs for the development of mixed marketing for market research, communication with the target community and creating desire in customers.
