نوع مقاله : مقاله پژوهشی
نویسندگان
1 دکتری مدیریت بازرگانی گرایش بازاریابی، بخش مدیریت بازرگانی و کسب وکار، دانشکدۀ مدیریت و حسابداری، دانشکدگان فارابی دانشگاه تهران، قم، ایران.
2 استادیار،بخش مدیریت بازرگانی و کسب‌وکار، دانشکدۀ مدیریت وحسابداری، دانشکدگان فارابی دانشگاه تهران، قم، ایران.
3 دانشجوی کارشناسی ارشد مدیریت بازرگانی گرایش تجارت الکترونیک، بخش مدیریت بازرگانی و کسب‌وکار، دانشکدۀ مدیریت و حسابداری، دانشکدگان فارابی دانشگاه تهران، قم، ایران.
چکیده
کلیدواژه‌ها
عنوان مقاله [English]
نویسندگان [English]
Due to increasing popularity of marketing among sport managers and it's usage in sport, this topic has attracted the attention of scholars. In this regard reviews play an important role in conceptualization of this field. In spite of their valuable insight but they might be affected by author’s way of thinking. Also, they are usually focused on special segment in the whole field unable to show the comprehensive image. But quantitative studies have repetitive process showing higher reliability and enable scholars to present the whole field, offering a comprehensive perspective. Accordingly bibliometric review is a quantitative study showing the development of the field as integrating with mapping software creating network based on intellectual, conceptual and social structure. As there is a lack in the literature in terms of bibliometric study of sport marketing, the objective of the current study is conducting bibliometric review on research undertakings in sport marketing enabling exhaustive understanding of its trend. The current article as a descriptive study considered all articles since beginning, till the end of 2021 as statistical population. In order to find appropriate articles, the literature examined and related keywords were identified. In addition, some criteria for inclusion and exclusion of articles were determined.
کلیدواژه‌ها [English]
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