Sports management, marketing
Sakineh Lotfi Fard Shokarlo; Seyyed Mohammad Kashif; Meysam Noori khanyourdi; Mirhasan Seyyed Aameri
Abstract
The aim of the present study was to investigate the effect of spiritual marketing and entrepreneurial orientation on sustainable competitive advantage through the mediation of marketing capabilities in sports complexes in Tehran province. The statistical population of the study was managers of sports ...
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The aim of the present study was to investigate the effect of spiritual marketing and entrepreneurial orientation on sustainable competitive advantage through the mediation of marketing capabilities in sports complexes in Tehran province. The statistical population of the study was managers of sports complexes in Tehran province. According to the estimation of the research sample in the structural equation approach for each variable, 5 people were considered; from which 93 correct questionnaires were returned through simple random sampling. The validity of the questionnaire was confirmed by sports management professors and its reliability was confirmed by calculating Cronbach's alpha coefficient of more than 0.70. Descriptive statistics were used to analyze the demographic situation and structural equation modeling (SEM) was used to test the hypotheses. Also, all tests were analyzed using SPSS and PLS Smart software. The research findings showed that spiritual marketing has a positive and significant effect on sustainable competitive advantage directly and through marketing capabilities. Also, entrepreneurial orientation has a positive effect on sustainable competitive advantage directly and through marketing capability, and finally, the results showed that marketing capability has a positive and significant direct effect on sustainable competitive advantage. Therefore, organizations that focus on spiritual marketing and have a strong entrepreneurial orientation can achieve sustainable competitive advantage by improving their marketing capabilities.
Sports management, marketing
Mohammad Ali Siahsarani Kojuri
Abstract
The purpose of the current research is to analyze consumer behavior in fitness clubs based on the 7Ps of service marketing. The current research is descriptive-analytical and in the form of cross-sectional studies. The statistical population of the present study were male customers of fitness clubs in ...
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The purpose of the current research is to analyze consumer behavior in fitness clubs based on the 7Ps of service marketing. The current research is descriptive-analytical and in the form of cross-sectional studies. The statistical population of the present study were male customers of fitness clubs in the western cities of Mazandaran province. Due to the unlimited nature of the research population, the formula for determining the sample size was used. Cluster sampling was used to collect data, and the researchers distributed a total of 400 questionnaires among the clients of men's gyms, of which 384 were correctly completed. And analyses were done on them. Data collection was done through a standard questionnaire, and the reliability and validity of the questionnaire were confirmed using Cronbach's alpha and confirmatory factor analysis. In the first step, to describe the research population and check the level of homogeneity/heterogeneity, the members of the statistical sample were grouped and analyzed in four separate clusters using the Davis-Bouldin index. The clustering results showed that in cluster zero process factor, in cluster one price, in cluster two physical evidence, and cluster three processes have obtained the most number of cluster centers. In the second step, the Gini weighting index was used to measure the influential indicators in each of the 7Ps of the service marketing mix separately for each cluster. The application of the Gini index showed that in each cluster and each of the 7 factors of service marketing, a different situation can be seen in the importance of the indicators. The findings showed that fitness clubs face different customers in terms of 34 indicators of service marketing and providing the same service to all customers is a wrong strategy that can lead to an increase in customer attrition rate, therefore, it is suggested that the activists of this sector consider the differences and invest in key indicators according to each cluster.
Sports management, marketing
Ahmad Mahmoudi; Ali Abolhoseini; Reza Amin Zadeh
Abstract
The aim of the present study was to explain the factors affecting the design of health and fitness applications with an emphasis on the needs of sports users. The present qualitative research was conducted using the thematic analysis method, and the statistical population of this study was all professors ...
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The aim of the present study was to explain the factors affecting the design of health and fitness applications with an emphasis on the needs of sports users. The present qualitative research was conducted using the thematic analysis method, and the statistical population of this study was all professors of physical education and sports sciences at universities across the country (specifically sports management and media), sports bloggers, experts and practitioners in the field of sports technology. In-depth and semi-structured interviews were used. The sampling method was purposeful and snowball method, and sampling continued until theoretical saturation was reached. During a process and interviews with 21 people, the interviews reached theoretical saturation point. Based on thematic analysis, the data were coded and analyzed. In thematic analysis, the data obtained from the interviews with experts were coded based on the research topic. Based on the findings from the qualitative results, 104 concepts, 14 subcategories, and 6 main categories (strengths, confounding factors, user-centered elements, fundamental areas, functional areas, and development areas) were identified. Finally, it can be said that by explaining the factors affecting the design of health and fitness applications with an emphasis on the needs of sports users, the designers and developers of these applications will find a comprehensive and multidimensional perspective so that in the design of these applications, they will pay more attention to the tastes and needs of users and design applications that can be run on all types of mobile phones and that each user can adjust and use according to their situation, so that a new approach to improving the health level of the community is created and an important step is taken in this field.
Sports management, marketing
Mehdi Ahmadi ASli; Roghayeh Sarlab; Seyd Mohammad Kashef
Abstract
The potential importance of sports participation for psychosocial health and subjective well-being (SWB) has attracted the attention of researchers. International policy currently consistently supports the need for people to be more physically active to improve health and reduce healthcare costs for ...
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The potential importance of sports participation for psychosocial health and subjective well-being (SWB) has attracted the attention of researchers. International policy currently consistently supports the need for people to be more physically active to improve health and reduce healthcare costs for society. Such policy has developed guidelines on levels of physical activity intensity and implicitly equates health with well-being. Therefore, the purpose of this study is to estimate the monetary value of sports participation for different dimensions of life satisfaction with a subjective well-being valuation approach. The present study is an applied research in terms of its purpose and an analytical-descriptive research in terms of its data collection method, which was conducted in the field. Panel data collected from the people of Urmia in the year (1401) were used to estimate the monetary value and estimate the model. The statistical sample is 382 people according to the Morgan table, and in this study, in order to accurately estimate the model and also based on the research of Turman et al. (2022), 740 people were selected as a statistical sample by simple random sampling method. The research tool is a standard questionnaire that includes various dimensions of SWB such as satisfaction with life, health, income, work and leisure, which was set in the form of a 5-point spectrum from "I am completely satisfied" to "I am completely dissatisfied". GMM, OLS and SUR regression models were used to estimate the research models with the help of SPSS and Eviwes software. The results of the study showed that exercise hours have an effect on various dimensions of SWB such as satisfaction with life, health, work, income and leisure with the three aforementioned estimation methods. However, this effect was greater in linear regression (OLS). Also, the monetary value of sports participation was the highest for the two dimensions of leisure and income of the people of Urmia and the lowest for the level of health. Therefore, it is suggested that future studies consider the criteria and estimators used. So far, there has been no research in Iran that calculates the monetary value of sports participation.
Sports management, marketing
Ali Karimi; Ali Ahmadi
Abstract
In recent decades, using social media has become one of the most effective ways to endorse products and services. In fact, with the emergence of social networks, a new style of human interaction and communication has emerged all over the world. This style change in areas such as marketing, and consumer ...
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In recent decades, using social media has become one of the most effective ways to endorse products and services. In fact, with the emergence of social networks, a new style of human interaction and communication has emerged all over the world. This style change in areas such as marketing, and consumer behavior, has led to more focus and attention on the customer. The purpose of the current research was to formulate the model of the effect of social media marketing activities on the intention to repurchase sports products and sustainable social connection among the customers of sports products stores in Kermanshah city. The current research is applied in terms of purpose and descriptive-survey in terms of data collection method. The statistical population of the research included 320 customers of sports products in Kermanshah stores, and 175 people were selected as a statistical sample using a simple random method based on Cochran's formula. The data collection tool was using a standard questionnaire. In this formal and content validity research, it was approved by professors and experts in the field of sports marketing. Also, in order to check the relationships between the components of the model, structural equations have been used, and SmartPLS software has been used to analyze the data. The results of the research show that social media marketing activity has the highest impact on perceived value with an impact factor of 0.77 and social media marketing activity has the least impact on customer satisfaction with an impact factor of 0.24. The research results show that social media marketing activities have a direct, positive and significant effect on the intention to repurchase sports products and sustainable social communication.
Sports management, marketing
Hamied Nikoabadi; Rasool Nazari; Mehdi Salimi
Abstract
There is not much comprehensive and applied research on the active lifestyle and the importance of physical development and sports in Iran, as well as its impact on the economy. Therefore, the aim of the present study is to develop an active lifestyle model of Iranian society with an economic and sports ...
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There is not much comprehensive and applied research on the active lifestyle and the importance of physical development and sports in Iran, as well as its impact on the economy. Therefore, the aim of the present study is to develop an active lifestyle model of Iranian society with an economic and sports business approach in order to address various aspects of increasing its share in the gross national product. To conduct this qualitative study, the data-based theory strategy and Charms' constructivist approach were used. Data were collected using semi-structured in-depth interviews. The participants in this study were 19 experts in the three fields of sports sciences, economics, and medical sciences. Of the approximately 210 sentences implemented from the interviews, 145 initial codes, 22 focused codes, and finally the factors identified from the interviews were classified into six core categories: health-promoting movements, institutionalization, active lifestyle, health, individuals and society, and economy. The present model acknowledges that an active lifestyle may have a direct and indirect impact on the gross domestic product (GDP). It was found that increasing attention to an active lifestyle not only helps improve the health and quality of life of individuals, but can also lead to increased productivity, reduced health costs, and the growth of related industries and an increase in the country's gross domestic product.
Sports management, marketing
SHAHOO ZAMANI; Shirin Zardoshtian; Anahita Malek
Abstract
The purpose of the present study was to examine the model test of the influencing factors on fans' support behavior of the Persepolis club brand. In terms of the purpose of the present research, it was an applied research and in terms of quantitative strategy, and in terms of the implementation path ...
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The purpose of the present study was to examine the model test of the influencing factors on fans' support behavior of the Persepolis club brand. In terms of the purpose of the present research, it was an applied research and in terms of quantitative strategy, and in terms of the implementation path of correlation, in terms of collecting field data, and in terms of time, it was prospective. In the present research, Persepolis club is the club under study and the statistical population of the present study was made up of all fans of Persepolis club. 420 people were selected as the research sample and available sampling method was used. In order to evaluate social responsibility, the Galbraith questionnaire (2010), brand support behaviors from the questionnaire of Zhi et al. (2019), and the questionnaire of Zhi et al. And in order to check the validity of the measurement tools, content and construct validity and Cronbach's alpha coefficient were used to check the reliability. In order to examine and analyze the data, descriptive and inferential statistics were used with the structural equation model approach, and SPSS 25 and Smart PLS 3.2.9 software were used for analysis. The obtained results showed that social responsibility had an effect on brand support behaviors and fans' attitudes, and fans' attitudes had an impact on brand support behaviors and the mediating role of fans' attitudes and positive moral feelings in relation to the impact of social responsibility on support behaviors. It was confirmed. Finally, empathy plays a moderating role between the impact of the social responsibility of the club on the fans' brand support behaviors.
