Sports management, marketing
ali karimi; Hamid Ghasemi; shahab bahrami
Abstract
Abstract
Considering the importance of advertising through social media, which is one of the most basic elements of sports marketing, in order to influence the desire of customers of sports products, and sports marketers and manufacturers use it in the virtual space to introduce their products and services. ...
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Abstract
Considering the importance of advertising through social media, which is one of the most basic elements of sports marketing, in order to influence the desire of customers of sports products, and sports marketers and manufacturers use it in the virtual space to introduce their products and services. and due to the lack of studies and research done in relation to the topic in question and the absence of a comprehensive theoretical framework that would explain the topic, and also due to the novelty of the research topic that has received less attention so far Such studies in this field as structural fields seem necessary to reach a strategy and related plans. As a result of this research, it has been compiled with the aim of designing an advertising model through social media in order to influence the desire of customers of sports products.
the method of this research, On the basis of the goal, Strategic, based on strategy, Combination And based on the path of execution, the data theory was based on the foundation. The statistical population in the qualitative section were all sports media management specialists, advertising and sports marketers That's how it works purposive sampling of a landowner, elected and the number 15 A personal interview Semi - structured Done. And in the little bit of the population, the athletes have six Sports field football, futsal, cycling, martial arts, Swimming, bodybuilding ages 15-55, living in It was the city of Kermanshah where 311 people were selected based on simple random sampling. The data collection tool in the qualitative section was a semi-structured interview and in the quantitative section was a researcher-made questionnaire derived from the qualitative data. The face and content validity of the questionnaire was assessed by 10 professors and sports experts, and the reliability of the instrument was obtained by Cronbach's alpha coefficient and reliability coefficient (more than 0.7). In order to analyze the data in the qualitative part, open, axial and selective coding and in the quantitative part, the structural equation model using the partial least squares (PLS) method has been used.
116 basic conceptual propositions with 15 categories, and 70 concepts in the form of 6 dimensions of paradigm model, including causal conditions (social media potential and customer orientation), main phenomenon (advertising through social media), strategy (customer acquisition and retention) , Contextual characteristics (performance improvement and development of advertising effectiveness); Intervention conditions (internal and external constraints) and consequences (development and economic beliefs). Social media facilitates the communication of customers with each other and with the company, and the information of sports products will be available to customers in a faster, more comprehensive and transparent manner, and also they can make their evaluation more quickly by checking the information and finally decide to buy or not to buy. Also, customer retention is the financial necessity of any organization that provides its services in cyberspace, because a customer can go to other organizations that provide goods and services with just one click, so customer retention is very important. Based on this, it can be said that one of the factors that lead to the development of advertising through social media is paying attention to the use of the customer's point of view, better communication with the customer, creating two-way communication and the ability to communicate effectively and efficiently with customers which needs more attention.
In this research, an attempt was made to design and develop an advertisement development model through social media using the foundational data theory method. Based on this, the final model of the research, consisting of 7 main categories (potential of social media, customer orientation, internal and external limitations, development of advertising through social media, improvement of performance and development of advertising effectiveness, customer attraction and retention, development and social beliefs economic), was identified in the form of 15 concepts. In this model, the development of advertising through social media was chosen as the main category, or the central phenomenon, which is a dependent variable influenced by various conditions, such as the effectiveness of social media, accessibility and customer orientation, individual factors, environmental factors. , culturalization, limitations of use and limitation of use. The results are consistent with Kim and Ko (2012) and Goody et al. (2016). Based on this, it can be said that, considering the speed of social media's influence on people and the possibility of changing their opinion regarding the customer's willingness to buy or not to buy a brand, these media become an information center for marketing, seeking to understand consumer buying behavior and Gaining an understanding of why customers hold certain brands is becoming. In explaining the results of the research, it can be said that, today, social media is a strategic and important tool for the development of brands. In this environment, there is extensive communication, and interaction with members and consumers at a small cost, to introduce and advertise goods and products. Social media offers companies, especially sports manufacturing companies, and customer’s new ways to communicate with each other. So that marketing activities in social media have created relationships with loyal customers, and have an effect on people's personal understanding of the company's products. Which can have a positive effect to improve the role of the product brand, the company through social media pages, with more attractive advertising on the views and opinions of customers of its products. The importance of advertising development through social media as a central category as well as the category of improving the performance and effectiveness of advertising and attracting and retaining customers as an important and practical factor were other important features of this model.
Vahid Aghaei; shahram nazari; Rasool Norouzi Seyed Hosseini
Abstract
Abstract
The objective of this research is to investigate the relationship between decision-making styles and social power among consumers of table tennis sports brands, with a specific focus on comparing domestic and foreign brands. In today's dynamic market, where consumer behavior plays a pivotal ...
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The objective of this research is to investigate the relationship between decision-making styles and social power among consumers of table tennis sports brands, with a specific focus on comparing domestic and foreign brands. In today's dynamic market, where consumer behavior plays a pivotal role, understanding the factors that shape consumer choices and the dynamics of social power is crucial for organizations and enterprises operating in the multi-billion dollar sports goods industry. Consumer behavior is influenced by various internal and external factors, including individual preferences, social interactions, and the power dynamics within consumer-seller relationships. By delving into the concept of purchase decision style, this study aims to understand how consumers make choices when selecting table tennis sports brands. The examination of decision-making styles will shed light on whether consumers prioritize factors such as quality, brand reputation, fashion trends, hedonistic experiences, price considerations, indifference, confusion, or loyalty. Furthermore, the study will investigate the notion of social power and its impact on consumer-seller relationships. Social power reflects the ability to influence or control others in social interactions, and in the context of the table tennis sports market, it encompasses the extent to which sellers can harness and dominate consumers' financial resources. Similarly, the power of sellers is influenced by their role as suppliers of goods and services that meet consumers' needs. The research will explore how the interdependence between consumers and sellers shapes their power dynamics and ultimately affects consumer behavior. To achieve these objectives, the study will employ a comprehensive scale designed to assess consumer power. This scale will measure various dimensions, including consumer influence, consumer resistance, social influence, and social resistance. By quantifying these dimensions, the research aims to provide a deeper understanding of the intricate relationship between decision-making styles and social power among consumers of table tennis sports brands. Ultimately, the findings of this research will contribute to the body of knowledge on consumer behavior in the sports goods market and provide valuable insights for organizations and enterprises seeking to succeed in this highly competitive industry. By recognizing the significance of decision-making styles and social power, companies can tailor their marketing strategies, enhance customer satisfaction, and establish long-lasting relationships with their target consumers.
The present study employed a descriptive-correlational research design to investigate the relationship between decision-making styles and social power among consumers of table tennis sports brands, specifically comparing domestic and foreign brands. The target population of the research included both male and female purchasers of table tennis sports products. Due to the unlimited and unknown size of the population, a sample size of 382 individuals was determined using Cochran's formula for unlimited populations. The sampling method used was convenience sampling. The data collection instrument consisted of two parts. The first part comprised demographic questions, including age, gender, marital status, education level, sports background, consumer type, and income. The second part of the research instrument consisted of two standardized questionnaires. The first questionnaire was the Sproles and Kendall (1986) consumer decision-making style questionnaire, which consisted of 41 items and eight subscales: quality-oriented, brand-oriented, fashion-oriented, hedonistic, price-oriented, careless, confused, and loyal. The second questionnaire was Brill's (1992) consumer social power questionnaire, consisting of 30 items and four subscales: consumer influence, consumer resistance, social influence, and social resistance. Both questionnaires utilized a five-point Likert scale, ranging from "completely disagree" (1) to "completely agree" (5). The face and content validity of the questionnaires were determined by obtaining feedback from fifteen university professors and experts in the field of sports marketing management. The reliability of the questionnaires was assessed using Cronbach's alpha coefficient. For data analysis, descriptive statistics including frequency and frequency percentage were computed using SPSS 25 software. Additionally, a structural equation model was employed to present the data using AMOS 24 software.
The results indicated that consumer decision-making styles, specifically the fashion-oriented, pleasure-oriented, and loyal styles, had a significant negative impact on consumers' social power. According to the determination coefficient of 43.9%, the variations in consumers' social power were related to pleasure-oriented, loyal, and fashion-oriented styles. Additionally, the research results from the ANOVA test revealed that decision-making styles, such as brand-oriented, pleasure-oriented, price-oriented, indecisive, and confused, differed between men and women. Furthermore, a significant difference was found in the social power of male and female sports consumers.
In conclusion, the findings of this study provide important insights into the relationship between decision-making styles and social power among consumers of table tennis sports brands. The results highlight the significant impact of specific decision-making styles on consumers' social power. Firstly, the research identified that fashion-oriented, pleasure-oriented, and loyal decision-making styles had a notable negative influence on consumers' social power. This suggests that individuals who prioritize fashion trends, seek hedonistic experiences, or exhibit strong brand loyalty may experience a decrease in their social power within the context of consumer-seller relationships. This finding emphasizes the need for marketers and organizations to consider the diverse decision-making styles of consumers and adapt their strategies accordingly. Moreover, the determination coefficient of 43.9% indicates that a substantial proportion of the variations in consumers' social power can be attributed to pleasure-oriented, loyal, and fashion-oriented decision-making styles. This highlights the importance of understanding and catering to these specific styles in order to effectively influence consumers' social power and ultimately shape their purchasing behavior. Additionally, the research results from the ANOVA test demonstrate that decision-making styles differ between men and women. Specifically, brand-oriented, pleasure-oriented, price-oriented, indecisive, and confused decision-making styles exhibited significant differences between the genders. This gender-based variation in decision-making styles emphasizes the need for marketers to consider gender-specific preferences and tailor their marketing strategies accordingly to effectively target and engage male and female consumers. Furthermore, a significant difference was found in the social power of male and female sports consumers. This indicates that the level of influence and control exerted by sellers may vary between genders within the table tennis sports market. Marketers should be cognizant of these gender-based dynamics and seek to develop strategies that empower both male and female consumers, thereby enhancing their social power and fostering stronger consumer-seller relationships.
In conclusion, this study provides valuable insights into the relationship between decision-making styles, social power, and gender differences among consumers of table tennis sports brands. The findings underscore the importance of understanding and addressing diverse decision-making styles and gender-specific preferences in marketing strategies. By tailoring their approaches to accommodate these factors, marketers can effectively influence consumers' social power, enhance consumer satisfaction, and ultimately drive success in the competitive sports goods market.
Sports management, marketing
meysam noori khanyourdi; saeid tabesh; mir davood hoseiny,
Abstract
Abstract
Sports spectators are an important part of the professional sports landscape. Spectators are economically important to clubs, as clubs earn money through ticket sales and provide the environment for television broadcasts. Studying and discovering the needs of spectators of sports events and ...
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Sports spectators are an important part of the professional sports landscape. Spectators are economically important to clubs, as clubs earn money through ticket sales and provide the environment for television broadcasts. Studying and discovering the needs of spectators of sports events and analyzing and predicting their behavior and intention to reattendance again is a process, as a result of which parameters such as the amount of services provided, satisfaction, and loyalty of the spectators are checked. The fact is that satisfaction is primarily perceived by product quality and event value. The attributes associated with event value are often unpredictable and beyond the control of sports managers. But the quality of the product is under the control of sports managers; therefore, adopting strategic decisions of sports managers to improve the quality of sports stadiums may lead to audience satisfaction. The physical quality of sports stadiums has a lot to do with the behavioral tendencies of people attending the games. It is important for stadiums to have a good physical quality that meets the needs and expectations of the spectators who attend the games. Stadiums that are designed at a high level and consider all the necessary aspects, create a positive environment for spectators and encourage them to have positive behavioral tendencies. Also, stadiums with good physical quality will create a more attractive experience for the spectators by making the game more exciting. Attending the game is the most important form of consumer behavior in spectator sports. Therefore, knowing the goals and needs of the spectators and the reasons for their reattendance or non-reattendance in sports events is the first step for clubs to increase the number of attendees. If the needs of the spectators are not assessed well and correctly, the spectators may not want to attend the stadiums and only follow the results and events of their favorite teams through the media, which will be detrimental to the managers of the sports clubs. Therefore, sports marketing managers should pay special attention to the quality of sports stadiums. Those in charge of organizing sports events should bring the quality of the stadiums to the level of international standards so that the spectators have the desire to return to the stadium with satisfaction. Therefore, the active presence of spectators in stadiums can be considered as the main and important factor in the flourishing of sports, which should not be neglected. Now, in order to witness the presence of spectators in the stadium, the quality of the event venue must be such that the spectators have the desire to watch the matches in that stadium. Also, in the discussion of the quality of the stadiums, in order to attract and identify the needs of the spectators and to host international events, a series of standards must be observed. ; Therefore, it is necessary to carry out continuous evaluation and measurement. In addition, considering that different spectators may come to the stadium in each match, for this reason, it is better to carry out evaluations in a suitable period of time to identify the strengths and weaknesses. Therefore, according to the stated content, the factors affecting the satisfaction and re-attendance of the audience should be investigated. On the other hand, reactions to sports services may be different in sports cultures and environments; For this reason, the present study was conducted with the aim of investigating the effect of the physical quality of football stadiums on the re-attendance of spectators with the role of mediator of satisfaction. The method of conducting the present research was descriptive correlation type. The statistical population of the research included all the spectators of the premier football league matches; 325 people were selected by the non-random sampling of the Convenience type, and finally, 294 correct questionnaires were returned. The information was collected through a researcher-made questionnaire, which was obtained through interviews with experts (academic faculty members and sports managers) and library studies. The face and content validity of the questionnaires was confirmed by using the opinions of sports experts and sports management professors (10 people) after applying their corrective opinions. The internal reliability of questionnaire items was obtained in an experimental study using Cronbach's alpha method for the stadium characteristics questionnaire (0.97) and satisfaction questionnaire (0.87) and for Willingness to reattendance (0.88); used SPSS software in the descriptive and inferential statistics section, as well as Amos software to draw path analysis. The results showed that the characteristics of the stadium have a positive and significant effect on satisfaction; Also, the characteristics of the stadium have a positive and significant effect on the Willingness to reattendance of spectators. In addition, satisfaction has a positive and significant on willingness to reattendance. Finally, it is possible to confirm the mediating effect of satisfaction in the relationship between the characteristics of the stadium and Willingness to reattendance at the 95% confidence level. Therefore, according to the importance of the presence of spectators in stadiums, sports managers should periodically assess the needs and evaluate the satisfaction of the spectators as well as the quality of the stadiums, and by removing the shortcomings, witness the maximum attendance of the spectators. According to the obtained results, it can be said that paying attention to the needs of sports customers and providing good quality services can bring a special competitive advantage to the sports organization and bring many successes in the field of sports marketing.
Sports management, marketing
Ahmad Mahmoudi; sahar pirjamadi; Karim Zohrehvandian
Abstract
Abstract
The disease of Covid-19 had a great impact in the political, economic and socio-cultural fields (Kanupriya, 2021). In Iran, people started a new lifestyle in order to avoid contracting this disease. The closure of sports centers was one of the negative consequences of the spread of Covid-19 ...
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The disease of Covid-19 had a great impact in the political, economic and socio-cultural fields (Kanupriya, 2021). In Iran, people started a new lifestyle in order to avoid contracting this disease. The closure of sports centers was one of the negative consequences of the spread of Covid-19 in the world and Iran, the centers that were built for people's health and entertainment were suddenly closed due to the spread of this virus. The closure of sports centers, in addition to the quarantine of the athletes, also led to the economic quarantine of the club owners and brought the economic situation of many of the owners of these centers to the verge of bankruptcy (Heydari et al., 2021). Therefore, sports organizations are obliged to provide solutions for the development of sports in the era of covid-19. Therefore, it is necessary to pay attention to the marketing capabilities beyond a slogan and advice and take on an operational form and status. Marketing capabilities are an integrated process in which companies use tangible and intangible resources to understand the complexity of specific customer needs, achieve a relative differentiation in products for competitive advantage, and ultimately achieve appropriate brand quality )Kachouie et al., 2018(. In this regard, Fajardo et al. (2020) state that risk-taking and innovation are significantly higher in sports clubs after the emergence of Covid-19 (Escamilla-Fajardo, 2020(. The findings of Rodrigues (2020) show that sports business managers have been able to react by reducing costs and increasing the use of digital communication as marketing measures in the era of Covid-19 (Rodrigues, 2020). The issue that is of concern here is that the disease of Kovid-19 has faced a great financial crisis in the sports community, and this financial crisis has included the unemployment of coaches, managers and employees of sports venues and competitions for several months, and compensating this financial loss from Another crisis is the spread of the corona virus. In the business sector related to the production and presentation of sports goods and equipment, due to the closure of places, spaces and sports clubs and the impossibility of doing sports, people feel less need to buy sports equipment and clothing than before. Considering the current situation, it is necessary for sports businesses, especially sports clubs, to adopt a suitable marketing system in order to reduce the damages caused by the recent crisis and to enable them to survive and gain a competitive advantage among their competitors.
Based on the results of the present research, it was determined that the effectiveness of promotion activities, customer service, differentiated service and marketing research are among the most important marketing capabilities of fitness clubs during the Covid-19 pandemic, and these results are in line with the findings of Fajardo et al. (2020). Rodrigues (2020) agrees. Also, the results of the path analysis in the present study showed that marketing research has a positive effect on gaining a competitive advantage of sports clubs in Tehran during the Covid-19 pandemic. The obtained result is in line with the results of Fajardo et al. (2021). Finally, based on the results obtained in the current research, it can be said that during the period of Covid-19; The diverse markets of sports services, the pressure from new competitors, the potential of new sports services and the presence of customers are strongly visible, and among them, successful clubs are those that can create more values for customers and provide more reasons to customers to buy services and encourage long-term relationship with the club. On the other hand, clubs need to rely on marketing capabilities appropriate to the current situation in order to gain a competitive advantage during the Covid-19 pandemic. These capabilities can create a relatively stable competitive advantage for clubs, and in this way, their market share will increase. Also, considering that the components of the effectiveness of marketing and customer service activities have the greatest impact on creating a competitive advantage of fitness sports clubs, especially a stable and consistent competitive advantage during the Covid-19 pandemic; If these components are not taken into account, it will lead to less participation of sports customers and the failure of sports clubs in gaining a competitive advantage.
Sports management, marketing
Manijeh Karimianpour; Hosein Poursoltani Zarandi; elahe Damavandi Jaghal
Abstract
The present study was conducted with the aim of investigating the effect of sports motivation on the perception of fans' behavior in karate athletes of Alborz province. This research is descriptive and correlational based on the structural equation model and applied in terms of purpose. The statistical ...
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The present study was conducted with the aim of investigating the effect of sports motivation on the perception of fans' behavior in karate athletes of Alborz province. This research is descriptive and correlational based on the structural equation model and applied in terms of purpose. The statistical population of this research includes karate athletes of Alborz province. A large number of athletes in this province are actively involved in karate. Due to the variety of different styles of martial arts in karate, the number of athletes is infinite. For sampling in this research, proportional sampling method was used based on the number of structural equation model variables. Based on this, 5 to 10 participants were randomly selected for each athlete. In addition, at least 200 participants were considered to cover all variables. To avoid sample attrition, a total of 237 questionnaires were distributed among the respondents using non-probability quota sampling. The questionnaire was used by Paek et al (2020) as a data collection tool in this research. The validity and reliability of this questionnaire has already been confirmed. SPSS and Lisrel software were used for data analysis.
The success of professional sports depends a lot on the relationship with its fans. The quality of the relationship between fans and athletes creates a sense of empathy and strengthens team and individual performance. Since every fan always wishes to see his team win and likes to watch his team win, then the effect of the relationship between spectators and athletes should be taken care of. In the research conducted by Paek et al (2021), it was found that "relationship quality" mediates the relationship between emotional motivations and behavioral goals and has five components of trust, commitment, intimacy, co-identity and mutual influence. Karate is one of the most popular sports in Iran and the world, and the Iranian Karate Super League is one of the top leagues in the world. This sport, like other sports, has many fans whose behavior has a great impact on athletes and their performance. The role that sports motivations can have on the perception of fans' behavior and also the quality of the relationship on the perception of fans' behavior; It prompted the researcher to conduct a study on the effect of brother's sporting motivations on fans' behavior through the mediation of relationship quality. Considering the importance of each of the mentioned variables, to achieve the positive behavior of the fans and the research gap that exists in the mentioned subject, especially in the sports field of karate.
According to the research findings, the results show that sports motivations have a positive and significant effect on the quality of the relationship (t value = 16.7, β value = 0.57) and also on the perception of fans' behavior. = 37.5, β value = 0.47). The mediating role of relationship quality in the relationship between sports motivations and the perception of fans' behavior has also been confirmed, and also the mediating model of relationship quality in the effect of sports motivations on the perception of fans' behavior in karate athletes of Alborz province has a good fit, and also the amount of the direct effect of sports motivations on The perception of fans' behavior is equal to 0.47, and the indirect effect of Bradarock's sports motives on the fans' behavior is equal to 0.216, and the total effect of sports motives on the perception of fans' behavior is estimated to be 0.686. Therefore, it is inferred that by increasing one standard deviation in the scores of sports motivations, the scores of the perception of fans' behavior directly by 0.47 standard deviation, indirectly and through the quality of the relationship by 0.216 and overall by 0.686 standard deviation will increase.
Currently, the sports environment needs innovation and new ideas more than ever. Spectators and fans, like athletes, are the main customers of sports and their presence in sports competitions is very important. However, little research has been conducted on the motivations of sports fans. In order to attract acceptable behavior of fans, it is necessary to strengthen their cognitive and emotional motivations. Communication with other compatriots is also an important factor in the presence of fans in stadiums, and establishing this communication depends on the motivation of people. No communication can be established without common points, and in such communication, common sporting motives and the quality of communication are very important.
In sports communication, the existence of common sports motives and the quality of communication are very important. Improving the feeling of sports nostalgia and paying attention to the quality of services and knowledge management can increase the desire of fans to attend the stadium. Also, the presence of spectators in the stadium has a positive effect on the performance of athletes. Creating a fit between the team brand and the charitable marketing program can strengthen the positive attitude of the fans and increase their desire to buy products and attend the stadium. Social media plays an important role in identifying and fostering passion, hope, confidence and camaraderie among fans. Also, sports and participation in physical activities for women lead to increased sense of power, belonging and feminist reconstruction. By doing sports, women can increase their self-confidence and self-esteem and improve their life control. By having sports motivation and strengthening its components in people, the quality of relationship and communication with the people around them is improved. Factors such as trust, commitment, sincerity and belief in one's own ability in people strengthen their ability to advance sports goals and obtain desired knowledge. Also, today, due to the existence of the Internet and various websites, access to sports information has become easier. However, television is considered as a very effective media in attracting fans.
It can be concluded that having sports motivation and strengthening related factors helps it. To improve the quality of relationships and communicate more effectively with others. This shows that sports motivations can be an important factor in social interactions and human relations in the field of sports. By increasing sports motivation and strengthening its components, people can get better results in their sports and daily life. This research shows that karate athletes can improve the quality of their communication with fans and have more effective communication with them by having strong sports motivations and strengthening its components. In general, based on the findings of this research, paying attention to sports motivations and strengthening them in karate athletes and other athletes can lead to improving the quality of communication with others and increasing social interactions.
Sports management, marketing
Nasser seifollahi; seyedali naghavi
Abstract
Abstract
Various types of marketing are putting into practice in all industries across the world at this time. Additionally, numerous viewpoints and methods are being exploited by marketers to develop creativity and improve sales in such industries, with their own labels (Jensen et al., 2023); including ...
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Abstract
Various types of marketing are putting into practice in all industries across the world at this time. Additionally, numerous viewpoints and methods are being exploited by marketers to develop creativity and improve sales in such industries, with their own labels (Jensen et al., 2023); including guerrilla marketing (GM) as one of the most novel concepts. In this sense, GM can bring loads of benefits to all industries, and the sports industry is no exception here (Liao et al., 2021). Many companies, manufacturing sporting goods and supplying various sports services are currently tapping GM as a strong market penetration strategy (Fujak et al., 2018). The sports industry has been also significantly influenced by changing lifestyles, thereby devoting much attention to health issues among people and even making them give more value to leisure-time and sports activities (Scola & Gordon, 2019). Over and above promoting the sports industry, this has also led to a growing trend in other industries (Liao et al., 2021). What is more, higher standards of living have augmented purchasing power among consumers, and undoubtedly the number of sports stores are on the rise (Serazio, 2021). In this context, Yazd Province, Iran, is annually attracting lots of sports tourists during domestic and international competitions, festivals, as well as training camps for clubs and national teams in various sports fields. Accordingly, sports stores in this region are in need of proper marketing activities for their survival (Mohebi et al., 2021). Given the widespread emergence of sports stores in Yazd Province, there has been an intense competition, in comparison with the past, to attract and retain more customers, which is the most challenging issue (Tighband Jangalei, 2022). With regard to the gap in the market of sporting goods, sales ratios, the wide of variety of products, and the competitive market over the last few years, retailers have further resorted to diverse strategies to attract and retain customers, including GM (Fujak et al., 2018). Therefore, investigating the effect of GM on attracting and retaining the sports store customers was assumed as the main objective of this study. This empirical study with an exploratory research design was accordingly fulfilled using a deductive-inductive approach. In terms of the type of data, the mixed-methods (qualitative-quantitative) strategy was tapped, so it was a cross-sectional survey with resepct to data collection time and method. The statistical population consisted of university professors (namely, theoretical experts) and sports store managers (i.e., empirical experts) in Yazd Province, Iran. Snowball sampling until theoretical saturation was reached was also conducted to select the study samples (N=12) due to the high number of the experts in this field and the probability of not being familiar with all by the researcher. The criterion for selecting the empirical experts was having at least 10 years of work experience in this domain. On the other hand, the theoretical experts were selected out of the professors involved in the universities in Yazd Province, nominated for their academic works published as books and articles in the field of sports marketing. The data collection tools were interviews and questionnaires. As well, thematic analysis was initially used to explore the specialized interviews, and then the fuzzy Delphi method (FDM) was operated to prioritize the GM tools. Ultimately, the effect of GM on the attraction of the sports store customers was simulated through the agent-based modeling (ABM). In the qualitative phase of this study, the validity of the interviews was tested via the Q-sort technique, and their reliability was checked and confirmed using the Cohen’s kappa coefficient. In the quantitative phase, the validity of the questionnaires was measured by relative content validity, and their reliability was established based on test-retest reliability. MAXQDA 2020 was further utilized for thematic analysis, the fuzzy Delphi method calculations were correspondingly performed in Microsoft Excel, and the ABM was done using AnyLogic. Based on the study results, 36 primary codes, 8 sub-themes, and 4 main themes, including the cultural, human-related, technological, and customer-attraction tools, were identified, wherein the cultural tools were spotted as the most effective ones. The simulation outputs also revealed that the proposed model could properly estimate the future of attracting sports store customers in Yazd Province, Iran. Moreover, all four tools, were of utmost importance, but in varying degrees, in order to attract the customers of sports stores in this region, and their prioritization was simply to gain a better understanding of more effective GM tools. In line with the study findings, as a general policy, the managers of sports stores in Yazd Province are thus suggested to implement this research model. In this way, it is ideal to run the proposed model within a specific time period and measure its capacity to improve the effectiveness of the mentioned GM tools. If the existing model leads to an increase in the attraction of sports store customers in practice, it is then recommended to be taken into account in future periods.
Sports management, marketing
Nazanin Rasekh; Saeed Jafari; Farshad Emami
Abstract
Abstract
Sports marketing plays a crucial role in the global sports industry as it directly impacts the growth and survival of businesses (Ajeigbe, 2021). The concept of marketing mix was first introduced by McCarthy (1960), who identified four key elements: product, price, place, and promotion (Kotler, ...
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Sports marketing plays a crucial role in the global sports industry as it directly impacts the growth and survival of businesses (Ajeigbe, 2021). The concept of marketing mix was first introduced by McCarthy (1960), who identified four key elements: product, price, place, and promotion (Kotler, 2016). Later, three additional elements were added to the mix to represent the service marketing mix: people, physical evidence, and process (Rai and Das, 2011). Zeraat Kish and Asad Sangabi (2013) defined the marketing mix based on the seven perspectives of the 7Ps model, which includes the elements of product, price, promotion, place, people, physical evidence, and process. However, it is challenging to accurately predict and control performance based on the 7Ps model. The Fencing Federation, like other federations, has a limited budget. Additionally, the niche nature of this sport and its small fan base make it unlikely to be broadcasted by national media. As a result, it is challenging to attract financial support for this sport. Therefore, it is crucial to plan for marketing and financial support in all federation programs, considering the high number of international trips and competitions for athletes in this field. However, upon reviewing the existing documents and records, it is evident that there is no special strategic marketing plan to capitalize on available opportunities and address the federation's financial resource weaknesses. Therefore, the aim of this research is to develop marketing strategies for the Fencing Federation. These strategies will be categorized based on the seven elements of the 7Ps model (product, price, promotion, place, people, physical evidence, and process) proposed by Rai and Das (2011). The goal is to provide practical and operational marketing recommendations that will help achieve the long-term goals set in this field. The research methodology used in this study combines qualitative and quantitative approaches. Qualitative data was collected through interviews with the Council of Experts of the Federation, while quantitative data was gathered using strategic studies research methods. The study is considered to be objective. The participants in the qualitative section of the study were purposefully selected from the members of the Council of Experts, which includes scientific and executive experts (Table 1). In this study, the main participants were identified as the 15 individuals who are members of the Council of Experts. The data collection tools used in this study include semi-structured interviews, where experts were asked for their opinions on the current internal and external environment, as well as the mission and vision of the Federation. Relevant analytical matrices for strategic studies were also used. Additionally, upper-level documents such as the strategic plan of the Ministry of Sports and Youth, the National Olympic Committee, and the Vision Document of the Islamic Republic of Iran by 2026 were reviewed.
This research was conducted in the following stages:
We investigated the current marketing situation of the Federation of Fencing by analyzing past documents, upper-level documents (documentary and library studies), and expert opinions (semi-structured interviews).
We developed the mission statement and vision for the marketing of the Federation of Fencing and obtained approval from the Council of Experts.
We created a final list of strengths, weaknesses, opportunities, and threats in the seven-factor area of mixed marketing for the Federation of Fencing.
We developed marketing strategies based on the seven-factor area of mixed marketing for the Federation of Fencing.
Based on a SWOT analysis, a total of 19 strategies were identified. These strategies include three strategies in the product dimension, three strategies in the price dimension, four strategies in the advertising dimension, two strategies in the location dimension, two strategies in the people and human resources dimension, three strategies in the process of delivering goods/services, and two strategies for the physical environment dimension. After identifying the strategic positions in each dimension and considering their unique situation in one of the four quadrants (ST, SO, WO, WT), relevant strategies were developed. Marketing strategies for the Fencing Federation in the "Product" dimension (ST position):
Plan to develop domestic production.
Plan to diversify products.
Plan to develop innovative technologies.
Marketing strategies for the Fencing Federation in the "Price" dimension (WT position):
Plan to standardize the fencing discipline.
Develop national and international communication with stakeholders.
We are planning to privatize this discipline.
The marketing strategies for the Fencing Federation in the "Advertising" dimension are as follows (ST position):
We aim to strengthen the federation's mission orientation by providing financial support.
We plan to develop the brand.
We plan to implement digital marketing.
We plan to implement social marketing.
The marketing strategies of the Fencing Federation in terms of "Place" (WO position) are as follows:
We will organize economic opportunities in the local and national environment.
We plan to maximize organizational, national, and institutional capacities.
The marketing strategies of the Fencing Federation in terms of "People and Human Resources" (ST) are as follows:
We will focus on developing human capital.
We plan to develop voluntary resources.
The marketing strategies of the Fencing Federation in terms of "Product/Service Delivery Process" (WT) are as follows:
We aim to strengthen program orientation in the fencing marketing field.
We plan to develop a customer-centric approach in the federation.
We plan to empower stakeholders.
Marketing strategies of the Fencing Federation in relation to the "Physical Environment" (WT)
The Fencing Federation aims to establish and enhance a network of supporters and key partners who will help define and implement projects for the development of fencing.
The Federation plans to provide the required infrastructure for the development of fencing-specific facilities and training programs in schools and universities.
The effectiveness of marketing in a sports federation with Olympic status depends on the awareness of managers and employees about the services it provides and how these services are delivered to the market or stakeholders. Olympic sports organizations, like the Fencing Federation, focus on unique features rather than offering products, which may not be visible in non-sports organizations. These unique features include brand image, value, philosophy, and personalized services. It is well-known that marketing is suitable for all organizations that have a product to offer, but it is important to remember that sports organizations like the Fencing Federation face their own unique challenges, including intangible services that cannot be touched or seen. This reality poses difficulties for the federation in answering important marketing questions, resulting in challenges in properly analyzing how to price a financial support package or improve the quality of services. It also makes it challenging to maintain service quality in federations. To maintain this quality, cooperation is needed from employees within the organization as well as relevant volunteers, and fulfilling promises to financial supporters and key partners in an environment where control over performance is highly unpredictable seems difficult.
