Sports Marketing Studies

Sports management, marketing

Interpretive structural modeling of the influential influence of social media on sports tourist behavior

Zahra Vakili Ghahani; Mahvash Noorbakhsh; Abbas Khodayari; Parivash Noorbakhsh

Volume 7, Issue 2 , June 2026, Pages 1-24

https://doi.org/10.22034/sms.2025.142640.1436

Abstract

Objective: Social media influencers play a key role in shaping the behavior of sports tourists and influencing their travel decisions by producing persuasive content. The aim of this study was to construct an interpretive structural modeling of influence of social media influencers on sports tourist ... Read More Objective: Social media influencers play a key role in shaping the behavior of sports tourists and influencing their travel decisions by producing persuasive content. The aim of this study was to construct an interpretive structural modeling of influence of social media influencers on sports tourist behavior.Method: This research was applied in terms of purpose and mixed (qualitative-quantitative) in terms of methodology. In the qualitative part, content analysis was used, and in the quantitative part, interpretive structural modeling was used. The participants in the qualitative part included sports tourists and followers of social media influencers in the field of sports, who were selected using a purposive sampling method and a snowball strategy. Based on theoretical saturation, 15 semi-structured interviews were conducted. In the quantitative section, participants included faculty members, managers of tourism companies, members of sports tourism committees, and startup activists, of whom 10 were purposefully selected. Semi-structured interviews were used in the qualitative section and a 12×12 square matrix in the quantitative section to collect data. The assessment of validity and reliability in the qualitative section was carried out with strategies such as believability, transferability, confirmability, and process audit study, and in the quantitative section, face validity and Cohen's kappa index were used.Findings: Qualitative findings led to the extraction of 57 sub-themes within 12 main themes (audience behavioral expectations, travel-related job behavioral expectations, conveying a favorable destination image to the audience, arousal, audience behavioral tendencies, audience relationship, pervasive cyberspace, audience decision-making assistance, information quality, content quality, influencer influence, and influencer characteristics). Quantitative findings showed that the hierarchical model consists of five levels; “audience behavioral tendencies” is at the highest level, and “pervasive cyberspace” and “influencer characteristics” are at the lowest level. Other factors played a mediating role.Results: The results of the MiqMaq analysis showed that all factors are in an integrated and correlated structure and none can act independently. The findings of this study indicate that the impact of social media influencers on sports tourist behavior can be explained within the framework of a multilevel model, in which interactions between independent, mediating, and dependent factors play a key role.

Sports management, marketing

Identifying the factors influencing the role of capacity management in the supply chain of sports tourism services

Reza Shahbazi; Mohammad Rasoul Khodadadi; Yaghob Badri Azarin; Rahim Heydari Chianeh

Volume 7, Issue 2 , June 2026, Pages 25-49

https://doi.org/10.22034/sms.2025.142820.1453

Abstract

Objective: The sports tourism industry, due to its key role in the economy and regional development, requires optimal capacity management to provide a satisfactory experience for tourists. Accordingly, the present study aimed to identify the factors influencing the role of capacity management in ... Read More Objective: The sports tourism industry, due to its key role in the economy and regional development, requires optimal capacity management to provide a satisfactory experience for tourists. Accordingly, the present study aimed to identify the factors influencing the role of capacity management in the supply chain of sports tourism services. Method: This study is applied research of a qualitative nature, employing the thematic analysis method. The statistical population of the study included faculty members in sports management, tourism, and sports tourism, managers of tourism agencies, senior officials from the Ministry of Sports and Youth, and PhD researchers in sports management and tourism. The study sample was selected from this population using purposive and snowball sampling methods. Data collection for the research was conducted through document analysis and interviews. The interviews took place between April to August 2024. The research instrument consisted of semi-structured interviews with 20 research experts, continuing until theoretical saturation was reached. The validity of the research was confirmed by experts, and its reliability was measured using the intra-subject agreement method, yielding a reliability score of 83%. Results: The results indicated that the present study identified 88 sub-themes, categorized into four organizing themes: supply capacity factors, access to supply, supply quality, and supply performance. Effective management of these themes, through proper planning, accessibility facilitation, quality enhancement, and performance improvement, can create a positive and memorable experience for tourists and contribute to the sustainable development of the sports tourism industry. Conclusions: The innovation of this study lies in presenting a comprehensive and systematic framework for capacity management in the sports tourism industry, which can serve as a practical guide for managers and policymakers in this field. The practical solutions derived from the research include flexible planning, facilitating access to services, improving supply quality, and enhancing service performance. These strategies can help build loyalty, increase satisfaction, and attract more tourists.

Sports management, marketing

The Relationship between Cultural Values and Purchasing Behavior of Clothing Customers Considering the Mediating Role of Brand Choice (Case Study: Technique Sportswear in Khuzestan)

Negar Bandani; Hossein Poursoltani Zarandi; Reza Shajie

Volume 7, Issue 2 , June 2026, Pages 50-68

https://doi.org/10.22034/sms.2024.141331.1357

Abstract

Objective: This study examines the mediating role of brand choice in the causal relationship between cultural values and the purchasing behavior of customers of the Technique sportswear brand in Khuzestan Province.Method: The research methodology is descriptive-correlational, applied, and cross-sectional. ... Read More

Sports management, marketing

The Impact of Electronic Word-of-Mouth (eWOM) Marketing on Brand Equity in Sports Businesses

Sadaf Hesari; Reza Jalili Niko; Samad Fattahi

Volume 7, Issue 2 , June 2026, Pages 69-84

https://doi.org/10.22034/sms.2025.142053.1404

Abstract

Objective: Today, sports have gained importance as a profitable industry, with the increasing consumption of sports goods and services. In this context, electronic word-of-mouth (eWOM) marketing plays a significant role in enhancing the brand equity of sports businesses and influencing consumer purchasing ... Read More

Sports management, marketing

The Impact of Sports Sponsorship on Brand Equity: A Study of Rightel, Irancell and Hamrahe Aval Mobile Network Operators

Amir Mohammad Nasiri; Afshar Noori Ravesh; Habib Honari

Volume 7, Issue 2 , June 2026, Pages 85-99

https://doi.org/10.22034/sms.2025.142493.1425

Abstract

Objective: Iran's mobile network operators have opted for sport sponsorship as a key communicative strategy to boost their brand status and foster customer loyalty. The purpose of this study was to investigate the impact of sports sponsorship on the brand equity of Iranian mobile network operators using ... Read More Objective: Iran's mobile network operators have opted for sport sponsorship as a key communicative strategy to boost their brand status and foster customer loyalty. The purpose of this study was to investigate the impact of sports sponsorship on the brand equity of Iranian mobile network operators using a correlation method. Method: The statistical population for this research comprised fans of the clubs sponsored by Iran's mobile network operators (Rightel, Irancell and Hamrahe Aval). A convenience sampling method was employed for the research sample, and due to the extensive statistical population, 384 fans were selected. To collect the relevant data, two questionnaires were utilized: "Sports Sponsorship of Mobile Network Operators in Iranian Football" and "Brand Equity Based on Aker's Model". Results: Regression and ANOVA tests were conducted upon completion of the data collection process. The results indicated that the two variables of Monopoly (0.001) and Success (0.007) have a positive and significant impact on brand equity. In contrast, the awareness, social, and financial dimensions did not exhibit statistically significant effects on brand equity, as evidenced by their respective t-values and significance levels (p > .05). Therefore, these dimensions were not found to be significant predictors of brand equity within the context of the present study. Conclusions: These findings provide valuable insights for commercial companies in designing targeted sponsorship strategies and demonstrate how focusing on the monopoly and success of the sponsored teams can lead to increased brand equity, enhanced customer loyalty, and improved return on investment in sports marketing. This study represents a step toward a better understanding of the role of sports sponsorship in strengthening brand equity within Iran’s telecommunications industry. The findings may serve as a practical guideline for marketing managers seeking to develop more effective sponsorship strategies.

Sports management, marketing

Providing Appropriate Strategies for the Financial Independence of Professional Private Sports Clubs

Reza Nazari; Elham Moradi; Atousa Ghaseminezhad Dehkordi

Volume 7, Issue 2 , June 2026, Pages 100-118

https://doi.org/10.22034/sms.2025.141716.1382

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 ... Read More

Sports management, marketing

Business Model Analysis of Sports Trading Cards (Case Study: Kimdi)

Mehdi Rasooli; Parastoo Ghodsi

Volume 7, Issue 2 , June 2026, Pages 119-137

https://doi.org/10.22034/sms.2025.143045.1465

Abstract

Objective: Today, sports trading cards have gained a distinctive position in the sports industry and marketing as collectible, cultural, and entertainment products. This study aims to analyze the business model of sports trading cards and adopts a qualitative approach using thematic analysis. Method: ... Read More

Revealing Trends in Olympic Games Marketing: A Bibliometric Perspective

Volume 6, Issue 4 , December 2025, , Pages 48-65

https://doi.org/10.22034/sms.2025.143317.1484

Abstract

The intersection of marketing and the Olympic Games (OG) represents a critical area of research due to the Games’ extensive global reach and commercial significance. This study conducts a bibliometric analysis using advanced techniques, including citation analysis, co-word analysis, and thematic ... Read More

Analysis the content of online sales sites of sports products

Volume 2, Issue 2 , June 2021, , Pages 1-20

Abstract

The purpose of this study was analysis the content of online sales sites of sports products. The research method was descriptive by content analysis and applied purpose. The research community included all sites introduced in the Google search engine called sports stores. Due to the infinity and lack ... Read More

Application of statistical software in quantitative sports marketing studies

Volume 3, Issue 1 , March 2022, , Pages 29-1

https://doi.org/https://www.doi.org/10.34785/J021.2022.001

Abstract

With the increasing growth of scientific research in the field of physical education and sports science, the use of statistical software has become obvious. In fact, choosing a type of statistical software according to its features and considering ethical issues may require payment. Today, many statistical ... Read More With the increasing growth of scientific research in the field of physical education and sports science, the use of statistical software has become obvious. In fact, choosing a type of statistical software according to its features and considering ethical issues may require payment. Today, many statistical softwares are provided for free. Some are in the category of general software that has the ability to perform a wide range of statistical analysis, and on the other hand, small and limited software that has been developed to perform a specific analysis. Some of these softwares have been created only for calculations and have the role of a software calculator, while others are in the form of plugins and can not be run independently. Also, some software has been developed only for a specific research group such as agriculture, social sciences, physiology, biomechanics, etc. This section introduces general statistical software that has the ability to perform a wide range of statistical analysis. The purpose of this study is to review free statistical software in physical education and sports sciences, which are: SPSS ،Lisrel ،Amos ،Pls ،EQS ،Jasp ،Jamovi ، MaxStat ،PSPP ،R ،Stata ،S-Plus ،Excel ،Statistician ،Minitab ،Atlas ،Xlstat ، Origin،Systat ,Past. Statistical software has special features depending on their nature. Accordingly, the choice of a free statistical software depends to a large extent on the capabilities of the statistical test desired by the software by the software, but in commercial versions due to the breadth and variety of commands and statistical commands in the software, this factor is a limited factor. Is not considered a supplier. One of the most important and essential things in choosing a statistical software is the user interface of that software. In fact, the user interface of & statistical softwares is considered graphically or selectively oriented. But the user interface of R statistical software is textual and commands are given to the software through the programming language. In this regard, learning and understanding software with a graphical user interface is possible in a few hours, but in order to learn R software, you need to spend more time. Some of these statistical softwares such as R and PSPP have help and training packages that do not help the user to learn the basics of the software. Also, many softwares have online guides and educational pages in cyberspace, such as statistical softwares R, PSPP, Vista and OpenStat (Hakimi, 2014). Choosing a statistical package by consumers is often a difficult process and it is necessary to compare different products in order to select the most appropriate one, and this selection should be done based on clear criteria and in accordance with the goals set by researchers (Lina et al. , 2021). In this regard, in order to compare free statistical software, after downloading and installing this software from publishing sites, using the guide in the software as well as sample data, their efficiency and ability in different commands were compared. In order to evaluate the use of statistical software, the number of articles published in ScienceDirect database was measured. Figure 1 shows the number of articles published in 2020 that statistical software was used to analyze the data. Based on these results, SPSS software has the highest usage and MINITAB and SYSTAT software are in the next ranks. The results showed that all these softwares are legally free and without payment and all the results extracted from them can be published. Also Lisrel, Amos, Pls, EQS software are most used in the field of structural equation modeling. In this study, several software packages with their capabilities, compatibility, usefulness and limitations are explained, so what is certain is that researchers use different statistical packages to analyze similar data. Each packet has basic statistical capabilities that can be used, but each packet has its own advantages and disadvantages for using different types of data analysis. Many statistical software developers try to make the graphical user interface capabilities more user-friendly. According to the results, SPSS and Minitab are still the most popular tools for statistical data analysis, especially for those with low statistical or mathematical competencies. The results show that free and open source statistical software have good capabilities, but how they can be used in more advanced ways is questionable. All statistical software has almost the same results (the number of decimals or some decimals may vary at best), although they follow different algorithms in each case. In addition, more information is provided in each software than in other packages. Therefore, according to the need, users should choose their software carefully. When processing and analyzing data, it is important to choose the appropriate statistical method to obtain correct decisions and & interpretations. Underestimating the importance of statistical methods and proper organization of relevant experiments can lead to incorrect scientific results.On the other hand, the large number of software packages and the fact that they offer similar or relatively identical opportunities suggest a complex choice that often cannot be made effectively due to the lack of a benchmarking system. Conducting studies such as the present study can help researchers select software that facilitates their work as much as possible in achieving the stated research goal. The choice of statistical software packages for learning should be based on the suitability of the software for all the analyzes that the researcher may want to analyze. Therefore, it is recommended to select at least two softwares to provide a broader and stronger learning analysis of the research. Finally, the researcher's opinion, after analyzing the field data to a great extent, is that statistical software has made a significant contribution to humanities research, especially in the field of demographic and data analysis. This was achieved by using a scientific approach to solve fundamental problems in research that is data analysis. Although some other factors such as literature review, methodology and findings have affected the quality of research work, but it is quite clear that the impact of statistical software packages on research analysis and findings can not be estimated.

The Effect of Corporate Sponsor Image on Purchase Intention of Persepolis Fans With The Mediating Role of Brand Love And Sport Involvement

Volume 3, Issue 4 , December 2023, , Pages 95-74

https://doi.org/10.22034/sms.2022.62613

Abstract

The Persepolis team has achieved many successes in the past years, both domestically and at the Asian level, which has made this team very attractive for financial sponsors. In addition, the Persepolis team has millions of fans inside the country, which provides a large market for sponsors to encourage ... Read More The Persepolis team has achieved many successes in the past years, both domestically and at the Asian level, which has made this team very attractive for financial sponsors. In addition, the Persepolis team has millions of fans inside the country, which provides a large market for sponsors to encourage the fans of this team to buy their products through financial support of the Persepolis team. In the meantime, the sponsor's image as a variable that is related to the supporter's behavior and the love of the brand and the fans' involvement in sports as variables that are related to the fans have a special effect on the intention to buy sponsoring products, but so far, researchers have not seriously have not been investigated. According to previous findings, brand love and fans' involvement are variables that can have a significant impact on purchase intention, but the way these variables influence the image of the sponsor and the intention to purchase sponsored products in the country is unclear, so the researcher is trying to determine the effect of the image. To examine the sponsor, brand love and fan involvement on the intention to purchase sponsor products in Persepolis fans through the following conceptual model. The current research is of a survey type in terms of applied purpose and in terms of descriptive method. Descriptive in the sense that it presents a picture of the current situation and survey in the sense that the collection of the desired data is done through sampling from the community and in a field research, and in terms of the relationship between the variables, it is of the correlation type. And in terms of time, it is temporary. The statistical population in this research was the fans of the Persepolis football team, who were the buyers of the sponsoring products of this team, i.e. Irancell. Due to the unknown size of the statistical population, the optimal sample size of Muller (1999) was used to determine the statistical sample size. were selected as samples. Research tools include standard brand love questionnaires with 5 questions by Karjalotu et al. (2016), company image with 5 questions by Ko et al. (2000), sports involvement with 6 questions by Ko et al. (2000) and purchase intention with 2 questions by Ko et al. Was. It should be noted that the questionnaires were designed electronically and distributed on virtual networks (Telegram and Instagram) related to Persepolis fans; So that the fans sent their opinions in the form of designed items (on a five-point Likert scale) to the researchers online. In this research, structural equation model and path analysis were used for data analysis using SPSS 23 and Smart PLS 3.2.8 software. The analysis of the research findings was done using the structural equation modeling of the variance-based approach. The use of this approach in testing the hypotheses and theoretical model of the research helps the researcher to deal with the main variables involved in the theoretical model as latent variables and to include the measurement errors in the estimation of the parameters related to the model test and in The results of the estimates are more accurate and reliable. PLS modeling takes place in two stages. In the first stage, the measurement model (external model) is examined through validity and reliability analyzes and confirmatory factor analysis, and in the second stage, the structural model (internal model) is evaluated by estimating the path between the variables. According to the obtained results, the value of factor loadings of obvious variables (0.900-0.582) was greater than the cut-off point of 0.3 and their t-statistic value was also greater than the cut-off point of 1.96 (P<0.05), which means that The variance of the indicators with their related structure is acceptable and shows the appropriateness of this criterion. The reported results show that the sponsor's image directly affects purchase intention (β=0.374, t=5.434), brand love (β=0.599, t=12.792) and sports involvement. (β=0.387, t=4.045) has a positive and significant effect. Also, sports involvement (β=0.307, t=54.735) and brand love (β=0.257, t=3.465) directly have a positive and significant effect on purchase intention. The reported results show that the sponsor's image indirectly and through sports involvement (β=0.119, t=3.788) and brand love (β=0.154, t=3.215) Purchase intention has a positive and significant effect, and sports involvement and love for the brand strengthen the effect of the sponsor's image on purchase intention. This article examines the effect of sponsor image on purchase intention of Persepolis fans with the mediating role of brand love and sports conflict. According to the research results, the sponsor's image has a positive and significant effect on the intention to purchase sponsored products, which is consistent with the results of Gharibi et al. (2019, 52), Alrais et al. 2016, 238) and Tissotto and Alexandris (2009, 358) are consistent. Measuring the return on sponsorship investments is a challenging task for most marketers. There are many reasons that companies decide to provide financial support, the most important of which is to increase brand awareness and create, promote or change their brand image. Consumers with higher involvement actively search for different products and alternatives. They search for different sources of information and spend conscious efforts to collect information, information processing is done more deeply and also the evaluation after purchase of these consumers is more deliberate and informed. Therefore, these people carefully examine the desired product and similar products to buy their desired products. Considering the positive image of the sponsor in the mind of the fan with high sports involvement, this causes him to pay special attention to the sponsor of his favorite team when he decides to buy products, because he is well-versed with its information. The product is familiar and has a positive image of the sponsor and its products due to the support of his beloved team, so this desire is created in him to buy the sponsor's products, so the sports conflict of the fans can influence the sponsor's image on the intention to buy the products. Increase sponsorship.

The mediator role of brand-awareness and brand image in the realtionship between the advertisment-awareness and the brand equity

Volume 1, Issue 3 , October 2020, , Pages 190-155

https://doi.org/https://www.doi.org/10.34785/J021.2020.588

Abstract

The method of the present study was descriptive-survey and based on structural equations. Standard questionnaires of advertising awareness, brand awareness and brand value and brand image were used. The statistical population was all customers of Morooj sports brand in Iran. The validity of the questionnaires ... Read More

The Role of Ethical Behavior and Consumer Spiritual Well-Being in Deciding to Purchase Counterfeit Sport Goods

Fahime Gholipoor; Ehsan Asadollahi; Akbar Marefati

Articles in Press, Accepted Manuscript, Available Online from 19 February 2025

https://doi.org/10.22034/sms.2023.139705.1248

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 ... Read More "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.

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Two Plausible Stories of the Future of the Sports Industry Emphasizing the Role of Sports Startups: Scenario Writing

zeinab khaleghi arani; mina mostahfezian; Davood Nasr Esfahani

Articles in Press, Accepted Manuscript, Available Online from 19 February 2025

https://doi.org/10.22034/sms.2024.140308.1278

Abstract

The aim of this research was to present plausible scenarios of the future of the sports industry with a focus on the role of sports startups. This research is considered practical in terms of its objective and analytical and exploratory in nature, considering the methods of data collection and the final ... Read More

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Modeling of the role of Marketing Mix (7p) on Brand Loyalty in Fans of Nasaaji Mazandaran Club with mediating the word of mouth

Hossein Abdolmaleki; Roohollah Kiani; Seyed Nemat Khalifeh; Seyed Bahador Zakizadeh

Articles in Press, Accepted Manuscript, Available Online from 19 February 2025

https://doi.org/10.22034/sms.2024.62706

Abstract

The purpose of the present study was to investigate the role of marketing mix on loyalty of fans of Nassaji Mazandaran Club brand with emphasis on mediating role of word of mouth advertising. The research method was descriptive and survey type. The statistical population of the study consisted of all ... Read More

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Explaining the Design of the Collective Financing Model of Iranian Football Clubs based on the Data Theory of the Foundation

mohamad najmi; Abbas Naghizadeh-Baghi; Nasrin Azizian kohan; Mehrdad Moharramzadeh

Articles in Press, Accepted Manuscript, Available Online from 07 May 2025

https://doi.org/10.22034/sms.2025.141598.1373

Abstract

Crowdfunding has become a valuable source of investment for new businesses and projects. The present research was conducted with the purpose of explaining the design of the collective financing model of Iranian football clubs based on the data theory of the foundation. This research is applied in terms ... Read More Crowdfunding has become a valuable source of investment for new businesses and projects. The present research was conducted with the purpose of explaining the design of the collective financing model of Iranian football clubs based on the data theory of the foundation. This research is applied in terms of purpose and in terms of collection method in the category of qualitative research and was conducted using the data theory method of the foundation. The statistical population of this research includes presidents and vice presidents of the football federation, the country's football league, presidents of football boards, managing directors and members of the board of directors of football clubs in the provinces of the country, and the sampling was continued with a targeted method until reaching theoretical saturation (N = 15). Research data analysis was done with MAXQDA2020 software. In this research, in order to check the validity of the methods of validity, transferability, reliability and verifiability, and to calculate the reliability, the method of agreement between the coders and determination of Felice Cappa coefficient was used. According to the first methodological process, the codes related to the topic were identified from the primary data, and 92 open codes were obtained. In the axial coding stage, 21 subcategories were determined. In the selective coding stage, sub-categories were classified according to causal, contextual, intervening, strategic and dimensions of financial crowdsourcing, and the corresponding model was presented. In general, the results of the current research strengthen the knowledge base of crowdfunding and confirm the low ability and lack of necessary platforms for income generation, the existence of weak and inefficient structures of football clubs in the country and the accumulation of debts in the clubs. It is hoped that this exploratory study will be the basis and stimulus for future efforts to improve and optimize the performance of football clubs and reduce their debts and financial problems

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Designing a Neural‑Network Model for Sport Entrepreneurship in the Tourism Context

mehri mohammadi; akram sadat hosseini semnani; zahra nobakht

Articles in Press, Accepted Manuscript, Available Online from 24 July 2025

https://doi.org/10.22034/sms.2025.143670.1501

Abstract

Aiming to deepen understanding of the factors that shape sport entrepreneurship within Iranian tourism, this study develops a neural‑network model to explain and predict the phenomenon. The applied research employed an exploratory sequential mixed‑methods design. In the qualitative phase, data were ... Read More

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Creating Branding for Athletes: A New Model in the Age of Social Media

Mohtaram Payandeh; Nematollah Nemati; Tahereh Bagherpour

Articles in Press, Accepted Manuscript, Available Online from 27 July 2025

https://doi.org/10.22034/sms.2025.143357.1487

Abstract

The aim of the present study is to create branding for athletes: a new model in the age of social networks. The research method was exploratory-fundamental with a qualitative approach. The statistical population of the study included university professors, sports club managers, sports marketing specialists, ... Read More

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From Consumer to Co-Creator: A new approach to innovation in sports services

moslem غلامی; mohsen behnam; mohammad kashef; behzad izadi

Articles in Press, Accepted Manuscript, Available Online from 04 August 2025

https://doi.org/10.22034/sms.2025.142112.1405

Abstract

Investigating the role of sports club service consumers in service innovation is beneficial for developing new strategies. The aim of the present study was to identify the roles of consumers in service innovation in sports clubs. The present research method was qualitative, applied and exploratory in ... Read More

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Interpretive Structural Modeling of Key Factors Affecting the Effectiveness of Advertising with Athlete Endorsers

Narges Bakhshali Dehkordi; Reza Nikbakhsh; Abolfazl Farahani; Ali Mohammad safania

Articles in Press, Accepted Manuscript, Available Online from 12 October 2025

https://doi.org/10.22034/sms.2025.144193.1523

Abstract

The purpose of this study was to develop an Interpretive Structural Model (ISM) of the key factors affecting the effectiveness of commercial advertising featuring athlete endorsers. This study employed a mixed-methods approach with a sequential exploratory design. The qualitative phase involved a systematic ... Read More The purpose of this study was to develop an Interpretive Structural Model (ISM) of the key factors affecting the effectiveness of commercial advertising featuring athlete endorsers. This study employed a mixed-methods approach with a sequential exploratory design. The qualitative phase involved a systematic literature review, while the quantitative phase utilized a descriptive-analytical method. In the qualitative phase, the population consisted of relevant scientific resources, from which a sample of 20 studies was selected through purposive sampling based on theoretical saturation. The quantitative population comprised sports marketing experts, and a final sample of 15 experts was selected via purposive sampling. Data were collected using a research checklist in the qualitative phase and a 14x14 matrix-style questionnaire in the quantitative phase. The instrument's face and content validity were confirmed, and its reliability was established with a Spearman-Brown coefficient of 0.839. Data analysis was conducted using the Fuzzy Delphi technique to screen the factors, followed by Interpretive Structural Modeling (ISM) to establish their hierarchical structure. Findings revealed that out of 21 initially identified factors, 14 were deemed influential and were organized into a six-level model. In this model, the sixth (most foundational) level consists of 'Product-Endorser Fit'; the fifth level includes 'Endorser's Expertise, Knowledge, and Sincerity'; the fourth level comprises 'Brand Credibility, Endorser Satisfaction, and Endorser's Personality'; the third level contains 'Attractiveness and Information Quality'; the second level features 'Brand Image, Fame (Stardom), Advertising Frequency, and Endorser's Eloquence'; and finally, the first level, as the dependent variable, is 'Consumer Attitude'. Given the hierarchical relationships among the factors, it is concluded that the ultimate impact of advertising on consumer attitude is not the result of a single factor, but the outcome of an interaction between foundational factors—such as 'Product-Endorser Fit'—and the brand's communicative and perceptual attributes.

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A Qualitative Study for Developing an Indigenous Theory of Mediated Sport Consumption in Iran Using the Grounded Theory Approach

Sahar Sohrabi Shirazi; Farshad Tojari; Negar Arazeshi

Articles in Press, Accepted Manuscript, Available Online from 14 October 2025

https://doi.org/10.22034/sms.2025.144278.1525

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 ... Read More

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The Native Social Marketing Pattern of Iranian National Team Female Athletes

mozhdeh matin; Sara Keshkar; habib honari; Gholamali Kargar

Articles in Press, Accepted Manuscript, Available Online from 26 October 2025

https://doi.org/10.22034/sms.2025.143040.1464

Abstract

The aim of the present study was the native social marketing pattern of Iranian national team female athletes. The statistical population of this study was 16 experts (national-level female athletes, coaches of women's national teams, and university professors with a history of scientific and practical ... Read More

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Proposing a New Revenue Generation Model in Private Sports Clubs with an Entrepreneurial Marketing Approach

Jamal Asadi; Shahab bahrami; Farzaneh Bagheri Asl; Mona Farzadfar

Articles in Press, Accepted Manuscript, Available Online from 28 October 2025

https://doi.org/10.22034/sms.2025.144312.1527

Abstract

The purpose of this study was to propose a modern revenue-generation model for private sports clubs using an entrepreneurial marketing approach. The research employed a qualitative design with a thematic analysis approach. Participants included owners and managers of sports clubs in Ilam Province and ... Read More

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Designing a Simulation Model Based on a Favorable Scenario to Predict the Development of Phygital Sports Tourism in Iran's Free Trade and Industrial Zones

Seyed Ali Naghavi; Ghasem Zarei; Mohammad Bashokouh Ajirlou; Naser Seifollahi

Articles in Press, Accepted Manuscript, Available Online from 03 November 2025

https://doi.org/10.22034/sms.2025.144298.1526

Abstract

The purpose of this study was to design a scenario-based simulation model to predict the development of phygital sports tourism in Iran's Free Trade and Industrial Zones. A mixed-methods approach (qualitative and quantitative) was employed, which was applied research in terms of its objective and ... Read More The purpose of this study was to design a scenario-based simulation model to predict the development of phygital sports tourism in Iran's Free Trade and Industrial Zones. A mixed-methods approach (qualitative and quantitative) was employed, which was applied research in terms of its objective and descriptive-analytical in nature. The statistical population for the qualitative section included university professors, managers, and current and former experts from Iran's Free Trade and Industrial Zones. The quantitative section's population consisted of university professors with scientific and practical experience in sports tourism. In the qualitative phase, purposive snowball sampling was used until theoretical saturation was reached (N=16). For the quantitative phase, judgmental sampling was utilized (N=31). Data collection instruments were semi-structured interviews in the qualitative section and a questionnaire in the quantitative section. Using thematic analysis, the main and sub-themes for the development of phygital sports tourism were identified. Subsequently, in the quantitative phase, the identified influential factors were prioritized using the Fuzzy Delphi method. The Taguchi experimental design method was then employed to extract the scenarios. Finally, the optimal scenario was simulated using System Dynamics and Agent-Based Modeling. The results identified 61 initial codes, 19 sub-themes, and 5 main themes: Modern Governance in Phygital Sports Tourism, Economic, Infrastructural, Smart Technologies, and Phygital Marketing. Modern Governance in Phygital Sports Tourism was identified as the most influential factor. The simulation results indicated that implementing the optimal scenario would increase the development of phygital sports tourism in Iran's Free Trade and Industrial Zones by up to 83%. This model provides a practical framework for tourism managers and policymakers to strategically enhance phygital sports tourism development in these zones.

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The Impact of Social Media on Interaction Patterns Among Stakeholders in Iraqi Football

Vajiheh javani; Qasim Abdulhafedh Mahmood; Fateme abdavi

Articles in Press, Accepted Manuscript, Available Online from 05 November 2025

https://doi.org/10.22034/sms.2025.144399.1530

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 ... Read More

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Modeling the Effect of Esports Spectators' Customer Experience on Purchase Intention toward Sponsoring Brands: The Mediating Role of Social Identification

Jamal Zare

Articles in Press, Accepted Manuscript, Available Online from 10 November 2025

https://doi.org/10.22034/sms.2025.144473.1532

Abstract

Abstract The main purpose of this research was to model the effect of esports spectators' customer experience on purchase intention toward sponsoring brands, considering the mediating role of social identification. This research was applied in terms of purpose, and descriptive-survey in terms of ... Read More

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Structural Equation Model of the Impact of Financial Support and Team Identity on the Responses of Electronic Sports Consumers: The Role of Engagement and Sponsor Image

baktash ghaidi; ali asghar doroudian; mostafa afshari; shiva azadfada

Articles in Press, Accepted Manuscript, Available Online from 30 November 2025

https://doi.org/10.22034/sms.2025.144577.1535

Abstract

With the rapid growth of electronic sports (eSports), identifying the factors influencing consumer responses in this field is of increasing importance. This study aimed to investigate the effect of financial sponsorship and team identity on eSports consumer responses, considering the mediating roles ... Read More

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Interpretive structural modeling of branding of the Iranian Premier Football League

tarifeh payami; jafar barghi moghadam; Mohammadrahim najafzade; habib mohammadpour

Articles in Press, Accepted Manuscript, Available Online from 03 December 2025

https://doi.org/10.22034/sms.2025.143083.1468

Abstract

Interpretive Structural Modeling of Branding in Iran's Premier Football League Abstract The purpose of this study was to develop an interpretive structural model for branding in Iran's Premier Football League. This research is applied in terms of purpose and mixed-method (qualitative-quantitative) ... Read More Interpretive Structural Modeling of Branding in Iran's Premier Football League Abstract The purpose of this study was to develop an interpretive structural model for branding in Iran's Premier Football League. This research is applied in terms of purpose and mixed-method (qualitative-quantitative) in nature. In the qualitative phase, the fuzzy Delphi method was used, and in the quantitative phase, interpretive structural modeling (ISM) was applied. Participants included sports managers and experts, managers of Iran's Premier Football League organization, and managers of sports clubs, with 14 individuals purposefully selected based on specific criteria. Data collection tools included a Delphi questionnaire and a paired comparison matrix. The validity of the tools was confirmed through face validity, and their reliability was ensured using Cohen's Kappa coefficient. Data analysis was conducted using the two-stage fuzzy Delphi method and interpretive structural modeling. The findings revealed that out of 47 identified factors, 16 were deemed more significant and were categorized into six levels. At the highest level, positive fan experience; at the intermediate levels, factors such as the presence of quality players and coaches, effective interaction with fans, development of fan culture, understanding the needs and expectations of stakeholders, integrated marketing communications, use of digital platforms, a distinct and attractive visual identity, and appropriate market positioning; and at the lowest level, factors such as management stability, commitment and support of senior managers, alignment of club strategies, definition of the league's brand core values, actual privatization of clubs, financial transparency, and attracting foreign investment were identified. These results demonstrate that branding Iran's Premier Football League is a multidimensional phenomenon that requires addressing the interplay of various factors at different levels for effective management. Therefore, this study highlights the importance of developing strategies to brand Iran's Premier Football League by paying attention to and focusing on lower-level factors. Keywords: League Advancement, Branding, Fan Experience, Football, Interpretive Structural Modeling (ISM).

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Sustainable Development Strategies for University Sports in Iraq: A Multichannel Marketing Framework

karrar majid abdullah; mohammad soltanhoseini; Mehdi Salimi

Articles in Press, Accepted Manuscript, Available Online from 08 December 2025

https://doi.org/10.22034/sms.2025.144474.1533

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. ... Read More

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Applying Social Marketing to Promote Children's Physical Literacy: A Structural-Interpretive Model

Arghavan Hassanzadeh; Habib Honari; Mohsen Bagherian Farah Abadi; Ali Mohammad Safania; Saleh Rafiee

Articles in Press, Accepted Manuscript, Available Online from 09 December 2025

https://doi.org/10.22034/sms.2025.142627.1449

Abstract

Given the alarming prevalence of physical inactivity among children, developing physical literacy requires a transition from traditional methods to novel behavior change approaches such as social marketing. Therefore, the aim of this research was to present an Interpretive Structural Model (ISM) for ... Read More Given the alarming prevalence of physical inactivity among children, developing physical literacy requires a transition from traditional methods to novel behavior change approaches such as social marketing. Therefore, the aim of this research was to present an Interpretive Structural Model (ISM) for the application of social marketing in promoting children's physical literacy. In terms of nature, this is a mixed-methods (qualitative-quantitative) study. Thematic Analysis was employed in the qualitative phase, and Interpretive Structural Modeling (ISM) was used in the quantitative phase. The participants in both phases consisted of professors, coaches, and managers specializing in social marketing and physical literacy. These individuals were selected via purposive sampling, and 18 experts were chosen based on theoretical saturation. In the qualitative phase, validity and reliability were confirmed using Guba and Lincoln’s (1985) four criteria. In the quantitative phase, content validity was ensured through the purposive selection of experts, and reliability was guaranteed through consensus of opinions (based on the mode). For data analysis, Thematic Analysis, ISM, and MICMAC analysis were utilized. The findings indicated that the identified factors are classified into a five-level model. Environmental drivers and challenges were placed at the lowest level (Level 5), followed by institutional capability and inter-organizational collaboration at Level 4. At the intermediate level (marketing drivers/Level 3), the social marketing mix and process effectiveness were identified. At the higher levels, sports opportunities and environments and transformation in mechanisms were placed at Level 2, and finally, the promotion of physical literacy, inclusive growth of sports participation, and their functions were positioned at the final level (Level 1). These results indicate that the application of social marketing is a pivotal, multi-level process dependent on environmental and institutional contexts. This model offers a comprehensive strategic roadmap for policymakers and practitioners in the field of children's sports.

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The Impact of Customer Engagement on Brand Equity of Sports Clubs with Emphasis on Brand Trust and Brand Identity

Fereshteh kotobi

Articles in Press, Accepted Manuscript, Available Online from 23 December 2025

https://doi.org/10.22034/sms.2025.144673.1539

Abstract

Abstract The purpose of this study was to explain the role of customer engagement on the brand equity of aerobics sports clubs in Yazd Province, emphasizing the mediating role of brand trust and brand identity. This research was causal in nature and conducted using a survey method. The statistical population ... Read More

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The Formulation components of the business ethics model in the management of professional sports clubs in Iran: a control approach, challenges of business interactions

Zahra Sohrabi; Mehrdad Moharramzadeh; Rasool Nazari

Articles in Press, Accepted Manuscript, Available Online from 21 March 2026

https://doi.org/10.22034/sms.2026.144642.1537

Abstract

The present study was conducted with the aim of developing a business ethics model for the management of professional sports clubs in Iran, and to investigate the ethical complexities in sports management. The research process began with the selection of the field based on the researcher's interest in ... Read More

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Exploring the Impact of Sports Salespersons’ Networking Behavior on Customers’ Purchase Intention: The Mediating Role of Customer Engagement

Azam Mokhtarzadeh; Mohsen behnam; meysam noori khanyourdi

Articles in Press, Accepted Manuscript, Available Online from 06 February 2026

https://doi.org/10.22034/sms.2026.144415.1531

Abstract

Abstract The present study aimed to examine the effect of sports salespersons’ networking behavior on customers’ purchase intention, with a focus on the mediating role of customer engagement. This research is applied in purpose and descriptive-correlational in method. The statistical population consisted ... Read More

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The Impact of Cognitive and Affective Engagement on Sports Fan Evangelism: The Mediating Role of Brand Love (Case Study: Iranian Premier League Football Teams)

Erfan Safarpour Dehkordi; Sanaz Shafiee

Articles in Press, Accepted Manuscript, Available Online from 20 February 2026

https://doi.org/10.22034/sms.2026.144042.1517

Abstract

Sport, especially football, is one of the most important cultural and social phenomena in contemporary societies. Sports fans, in addition to being consumers, function as influential promotional agents for teams; the nature of their cognitive and affective engagement with the team brand can influence ... Read More

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Structural Analysis of Determinants for Blockchain Adoption in Iranian Football Club Marketing

SIAVASH HAMIDZADEH; Alimohmmad Safania; Sayyed salahedin Naghshbandi; Mohsen Bagherian Farahabadi

Articles in Press, Accepted Manuscript, Available Online from 30 April 2026

https://doi.org/10.22034/sms.2026.144800.1547

Abstract

The main objective of this study was the structural analysis of determinants for blockchain adoption in the marketing of Iranian football clubs, using an exploratory sequential mixed method (Thematic Analysis and DEMATEL). In the qualitative phase, data were collected through semi-structured interviews ... Read More

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Learning Agility and Financial and Social Performance of Sporting Goods Manufacturing Firms: The Moderating Role of Sustainable Market Orientation

Ramyar Masjedi; Mohsen Behnam; Roghayeh Sarlab

Articles in Press, Accepted Manuscript, Available Online from 02 May 2026

https://doi.org/10.22034/sms.2026.145340.1571

Abstract

The purpose of the present study was to investigate the effect of learning agility on the financial and social performance of sporting goods manufacturing firms, as well as to test the moderating role of sustainable market orientation in these relationships. This research was applied in purpose and descriptive-survey ... Read More

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Identification of Grounds for Developing Brand Culture in Sports Organizations

mohammad soltanhoseini; zahra borgheyan; Mehran haghparast

Articles in Press, Accepted Manuscript, Available Online from 06 May 2026

https://doi.org/10.22034/sms.2025.143081.1467

Abstract

This research has explored the themes related to the development of brand culture in sports organizations. The research method was qualitative, and the statistical community included university professors, managers, and sports marketing specialists in the city of Isfahan. Interviews continued until theoretical ... Read More

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An Integrated Framework for Analyzing the Effectiveness of Celebrity Endorsement in Sports Advertising: A Meta-Synthesis Based on Traditional Methods, Neuromarketing, and Artificial Intelligence

iman asadollahi; amin khatibi; hosein marashian; tahere azmsha

Articles in Press, Accepted Manuscript, Available Online from 02 June 2026

https://doi.org/10.22034/sms.2026.143783.1504

Abstract

Abstract This study aims to develop a multi-level integrated conceptual framework to explain the effectiveness of celebrity endorsement in sports advertising through a meta-synthesis and systematic integration of findings derived from traditional methods, neuromarketing, and artificial intelligence. ... Read More

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Adoption and Strategic Value of Social Media Marketing Communications in Iranian Volleyball Clubs: A Multiple Case Study

majid soleymani; ali torkaman

Articles in Press, Accepted Manuscript, Available Online from 10 June 2026

https://doi.org/10.22034/sms.2026.145529.1581

Abstract

The present study was conducted with the aim of investigating the adoption and strategic value of social media marketing communications in Iranian volleyball clubs through a multiple case study design. This study was qualitative in approach, exploratory in purpose, and grounded in the interpretivist ... Read More

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Identification and Prioritization of Factors Affecting Responsive Marketing in Crisis Conditions (Identification and Prioritization)

Bahram Rezaeian; seyed ehsan amirhosseini; Sardar Mohammadi; Vali Nowzari

Articles in Press, Accepted Manuscript, Available Online from 26 June 2026

https://doi.org/10.22034/sms.2026.145363.1573

Abstract

Responsive marketing under crisis conditions is of particular importance for Iranian Premier League football clubs, as it directly affects financial continuity, the preservation of fans’ social capital, and the sustainability of club performance. This study aimed to investigate the factors influencing ... Read More Responsive marketing under crisis conditions is of particular importance for Iranian Premier League football clubs, as it directly affects financial continuity, the preservation of fans’ social capital, and the sustainability of club performance. This study aimed to investigate the factors influencing the development of responsive marketing under crisis conditions in Premier League football clubs. In terms of purpose, the research was applied–developmental and was conducted using an inductive, mixed-method approach. The qualitative phase was exploratory in strategy, and the quantitative phase was carried out using the Fuzzy Analytic Hierarchy Process (FAHP). The statistical population comprised experts in the field of management. Ultimately, 18 participants were selected through purposive sampling using the snowball technique, with theoretical saturation as the selection criterion. Data collection instruments included interviews and a pairwise comparison questionnaire. Data were analyzed using grounded theory and the Fuzzy Analytic Hierarchy Process. To answer the research question, after reviewing the conducted interviews and incorporating follow-up feedback from interviewees, 11 main factors were identified as responsive marketing factors under crisis conditions in Premier League football clubs. These factors included: reducing exchange costs, enhancing credibility, being a source of impact (effectiveness), creating social capital, social acceptance, communication requirements, developmental requirements, vision, enhancing customers’ affective commitment, technological requirements, and service requirements. In the prioritization phase, the results indicated that enhancing credibility ranked first, being a source of impact ranked second, creating social capital ranked third, social acceptance ranked fourth, vision ranked fifth, reducing exchange costs ranked sixth, enhancing customers’ affective commitment ranked seventh, technological requirements ranked eighth, communication requirements ranked ninth, developmental requirements ranked tenth, and service requirements ranked eleventh.

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A Qualitative Study of Sports Influencers’ Advertising Methods and Their Impact on Consumers’ Behavior toward Sports Products and Services on Social Media

Hosna Nikzad; Shahryar kharazian; Hossein Peymanizad; Ali Yaghoobian

Articles in Press, Accepted Manuscript, Available Online from 27 June 2026

https://doi.org/10.22034/sms.2026.145230.1566

Abstract

The present study was conducted to identify the key components and develop a theory of action regarding the impact of sports influencers’ endorsement advertising methods on the behavior of consumers of sports products and services on social media. In terms of approach, this study was qualitative; ... Read More

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Developing a Model of Antecedents and Consequences of Fan-Club Relationship Quality Management in the Iranian Football Premier League

majid soleymani; vahid khodakarimian

Articles in Press, Accepted Manuscript, Available Online from 01 July 2026

https://doi.org/10.22034/sms.2026.145513.1580

Abstract

this research was conducted with the aim of developing a model of antecedents and consequences of fan-club relationship quality management in the context of the Iranian Football Premier League. The research method was qualitative-exploratory, employing thematic analysis as the primary strategy. The research ... Read More this research was conducted with the aim of developing a model of antecedents and consequences of fan-club relationship quality management in the context of the Iranian Football Premier League. The research method was qualitative-exploratory, employing thematic analysis as the primary strategy. The research population consisted of experts and key informants in professional football (club managers and deputies, fan relationship officers, sports marketing specialists, and faculty members), who were selected via purposive sampling followed by snowball sampling; the sample size was determined at 17 individuals based on theoretical saturation. Data were collected using semi-structured interviews. To ensure validity and reliability/trustworthiness, the criteria of credibility, transferability, dependability, and confirmability were utilized. Thematic analysis was conducted based on Braun and Clarke’s (2006) six-phase framework. The findings led to the extraction of 76 basic themes, 16 organizing themes, and 3 global themes: Relationship Quality Antecedents (Structural–Managerial Tactics, Communicational & Media Governance, Participation Mechanisms & Fan Voice, Socio–Emotional Tactics, Fan Experience & Contact Quality, Economic–Incentive Tactics, Justice & Authenticity in Benefits); Relationship Quality Process (Institutional Trust, Credibility & Club Reliability, Affective Commitment, Continuance & Normative Commitment, Intimacy & Unity, Identification & Meaning Co-creation); and Relationship Quality Consequences (Behavioral Loyalty, Fan Citizenship Behavior, Resilience & Sustainable Value Creation). These results indicate that relationship quality in Iranian football is a multilayered and governance-oriented process that achieves sustainable socio-economic outcomes through the path of trust, reliability, and identification. Therefore, it is suggested that clubs transition from campaign-based management to systematic relationship management by institutionalizing transparency, accountability, genuine fan participation, standardization of match-day experiences, and monitoring of relationship-oriented indicators.

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Analyzing the mental model of consumers in the online purchasing process of sports products

Zohreh Moosavi; AZAR Mohagheghian; sajjad soltan hoseini

Articles in Press, Accepted Manuscript, Available Online from 05 August 2026

https://doi.org/10.22034/sms.2026.145462.1577

Abstract

With the rapid growth of online shopping, consumer behavior in digital environments has become a major research focus in the field of consumer behavior. The present study aimed to analyze the mental model of consumers in the online purchasing process of sports products. This study was exploratory in ... Read More

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Developing a model for Iranian football clubs to enter e-sports with a focus on brand promotion

Mohamad rasool nemati; elham moshkelgosha; hesam eshraghi

Articles in Press, Accepted Manuscript, Available Online from 10 August 2026

https://doi.org/10.22034/sms.2026.145346.1572

Abstract

In the digital age, esports have become an effective tool for brand development, social interaction, and revenue generation. The entry of Iranian football clubs into this field requires a strategic and comprehensive approach focused on strengthening brand identity among the digital generation. The present ... Read More

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Enhancing Financial Support for Women's Sports in Iran: Strategies and Outcomes

SHAHOO ZAMANI; shirin zardoshtian; anahita malek

Articles in Press, Accepted Manuscript, Available Online from 19 August 2026

https://doi.org/10.22034/sms.2026.144683.1541

Abstract

Abstract Purpose: This study investigates the factors that influence sponsorship and financial support in Iran’s women’s sports. Methodology: This research adopted a qualitative Glaserian grounded theory approach to explore the dynamics within Iran’s sports community. The study’s cohort, limited ... Read More Abstract Purpose: This study investigates the factors that influence sponsorship and financial support in Iran’s women’s sports. Methodology: This research adopted a qualitative Glaserian grounded theory approach to explore the dynamics within Iran’s sports community. The study’s cohort, limited to 15 participants, was determined by the point of theoretical saturation.It included key figures such as federation heads, coaches, and athletes, alongside corporate leaders, sponsors, and scholars. Data collection was conducted through open interviews, ensuring a breadth of perspectives. The analysis followed a structured three-tiered coding process, facilitating a comprehensive understanding of the intricate relationships and processes that define this sector. Findings: Various strategies, including fostering an environment conducive to financial sponsorship, enhancing appeal to potential sponsors, revising laws and regulations, providing incentives, improving infrastructure, leveraging media, training specialized staff, and implementing cultural initiatives, significantly contributed to attracting and growing financial support in women’s sports.These strategies positively impacted sponsors’ profiles and the overall women’s sports sector, with successful implementation expected to lead to a thriving and sustainable future for women’s sports. Originality: This study focuses on the sponsorship and financial support in Iranian women’s sports, a subject that has not been extensively studied. Despite the increased visibility of women athletes, the area of financial aid is still not wellunderstood.This research aims to bridge this knowledge gap by examining the sponsorship environment and its influence on women’s sports in Iran.It offers a unique perspective by analyzing the difficulties and prospects for sponsorship in a socio-politically intricate setting. Through stakeholder perspectives, it provides a detailed view of the challenges and potential strategies, proposing a framework to improve global support women’s sports. Practical Implications: The findings suggest that, despite socio-political hurdles, women’s sports managers in Iran can create a conducive environment for sponsorship.This involves cultural promotion, media visibility,competition quality improvement, and incentives like tax exemptions.

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Explaining the Role of Sports Marketing in Achieving the Distribution of Benefits in Iranian Professional Football

mohammad soltanhoseini; Ehsan Adibi; Mehdi Salimi

Articles in Press, Accepted Manuscript, Available Online from 19 August 2026

https://doi.org/10.22034/sms.2026.144809.1548

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 ... Read More

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Studying the causes and consequences of buyers' negative feelings towards Iranian sportswear brands

Banafsheh Behzadniya; Zhaleh Memari; Fatemeh Vaziri

Articles in Press, Accepted Manuscript, Available Online from 20 September 2026

https://doi.org/10.22034/sms.2026.144140.1520

Abstract

Objective: This study investigates the causes and consequences of negative consumer emotions toward Iranian sportswear brands. Given the increasing importance of brand-consumer relationships and the relative neglect of negative emotional dimensions in marketing literature, this research addresses a critical ... Read More

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From Consumer Values to Purchase Intention: Modeling the Mediating Role of Flow Experience in Sporting Goods

hossein kordloo; hossein ali mohammadi; Abbas naghizadeh Baghi

Articles in Press, Accepted Manuscript, Available Online from 30 September 2026

https://doi.org/10.22034/sms.2026.144316.1528

Abstract

The purpose of the present study was to examine the effect of consumer values on purchase intention for sporting goods, with an emphasis on the mediating role of flow experience. The research method was a descriptive-survey design. The statistical population of this study comprised all customers who ... Read More

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Explaining the Factors Shaping Customers' Emotions in Online Purchasing of Sports Goods: An Application of the Stimulus–Organism–Response Model

Roghayeh Dargahi; Mahdi Bashiri; رسول Faraji

Articles in Press, Accepted Manuscript, Available Online from 02 October 2026

https://doi.org/10.22034/sms.2026.145297.1568

Abstract

The purpose of this study was to explain the factors influencing customers’ positive and negative emotions in online purchases of sporting goods using the Stimulus-Organism-Response (S-O-R) framework. The research was applied in purpose and descriptive-survey in design. The statistical population consisted ... Read More

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Designing a Digital Marketing Policy Model for Professional Clubs in Iran: An Exploratory Sequential Mixed-Methods Approach

reza shafei; freyedon ahmadi

Articles in Press, Accepted Manuscript, Available Online from 03 October 2026

https://doi.org/10.22034/sms.2026.146321.1607

Abstract

The proliferation of digital technologies has transformed the marketing practices of professional sports clubs from mere media activities into a strategic organizational issue involving governance and decision-making. This study aimed to design and evaluate a digital marketing policy model for professional ... Read More

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Identifying the Drivers of Enhancing Customers’ Phygital Experience in Online Retailing of Sports Products in Iran

Fars Mansouri; Mona Farzadfar; Sajad Soroush

Articles in Press, Accepted Manuscript, Available Online from 05 October 2026

https://doi.org/10.22034/sms.2026.146477.1611

Abstract

Introduction: The present study aimed to identify the drivers of enhancing customers’ phygital experience in online retailing of sports products in Iran.Research Method: In terms of purpose, this study was applied, and in terms of nature and implementation, it was qualitative with an exploratory–interpretive ... Read More

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Scenario Planning for Foreign Investment Attraction in Iraqi Football: A Future Outlook

sardar mohammadi; LUAY ABDULLAH ALQARHGHLI

Articles in Press, Accepted Manuscript, Available Online from 05 October 2026

https://doi.org/10.22034/sms.2026.143966.1513

Abstract

This study aims to develop scenarios for attracting foreign investment in Iraqi football up to the 2035 horizon. Its core objective is to answer the key question of how, by identifying critical factors and environmental uncertainties, probable future pathways can be mapped and operational strategies ... Read More This study aims to develop scenarios for attracting foreign investment in Iraqi football up to the 2035 horizon. Its core objective is to answer the key question of how, by identifying critical factors and environmental uncertainties, probable future pathways can be mapped and operational strategies for sustainable foreign investment attraction can be formulated. The statistical population included all key domestic and foreign stakeholders related to foreign investment in Iraqi football. Using purposive sampling, 27 experts and specialists (14 domestic: including football federation managers, Ministry of Sports officials, professional club managers, and sports economics experts; and 13 foreign: including international sports investment consultants, potential investor representatives, and university professors specializing in football economics and management) were selected based on theoretical-practical mastery, willingness to participate, and accessibility criteria. Data were collected using semi-structured in-depth interviews and open-ended questionnaires. The validity of the instruments was confirmed through expert opinions and content validation methods, and reliability was ensured using Cronbach's alpha coefficient (0.87) and the test-retest method. Data analysis was performed using the six-step Leipzig-Roland Berger scenario modeling method. The findings led to the identification of 33 key factors influencing the future of foreign investment attraction in Iraqi football. Subsequent analysis extracted four critical uncertainties: "Legal Transparency," "Adoption of New Technologies," "Political Stability," and "Consumer Behavior Change." Based on the intersection of the two main axes, "Legal Transparency" and "Adoption of New Technologies," four probable scenarios for 2035 were formulated: 1) Smart Sports Nation (stable legal environment + high technology adoption), 2) Slow but Safe (stable legal environment + low technology adoption), 3) Digital Chaos (unstable legal environment + high technology adoption), and 4) Stagnation Zone (unstable legal environment + low technology adoption). Finally, the overarching strategy of "Integrated Development of Iraqi Football Focusing on a Secure Legal Environment and the Use of Smart Technologies" was proposed as an operational solution. This strategy emphasizes the necessity of simultaneous actions in two domains: first, strengthening legal institutions and creating transparent, reliable frameworks to support investors; and second, investing in digital infrastructure and training stakeholders to adopt new technologies such as artificial intelligence and Web 3.0. The overall conclusion of the research is that without the coordinated and simultaneous implementation of these two pillars, attracting sustainable foreign investment will not be feasible, and Iraq will lag in regional competition.

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Number of Volumes	7
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Number of Submissions	606
Rejected Submissions	298
Rejection Rate	49
Accepted Submissions	222
Acceptance Rate	37
Time to Accept (Days)	229
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