Sports management, marketing
Zahra Vakili Ghahani; Mahvash Noorbakhsh; Abbas Khodayari; Parivash Noorbakhsh
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 ...
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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
Reza Shahbazi; Mohammad Rasoul Khodadadi; Yaghob Badri Azarin; Rahim Heydari Chianeh
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 ...
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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
Negar Bandani; Hossein Poursoltani Zarandi; Reza Shajie
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. ...
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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. The statistical population includes all customers of the Technique sportswear brand and sportswear manufacturers in Khuzestan. A sample size of 216 individuals was selected using a non-random convenience sampling method. Data collection tools included standardized questionnaires on Hofstede's cultural values, the marketing mix from the customers' perspective, and factors influencing brand choice by Mirdavoodi (2015). Data analysis was conducted using one-sample t-tests and structural equation modeling with Smart PLS version 3 and SPSS version 26 software.Results: The results showed that cultural values influence the brand choice of sportswear customers and that brand choice partially mediates the causal relationship between cultural values and the purchasing behavior of customers of the Technique sportswear brand.Conclusions: It is recommended that companies and brands adjust their marketing strategies by understanding the cultural values of their customers, and update products, packaging, advertising, and customer experience in line with cultural changes. Additionally, continuous collection and analysis of customer feedback and implementing improvements based on this feedback are essential for greater success.
Sports management, marketing
Sadaf Hesari; Reza Jalili Niko; Samad Fattahi
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 ...
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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 decisions. The aim of this study was to determine the impact of using electronic word-of-mouth (eWOM) marketing on brand equity in sports businesses. Method: In this regard, an applied study was conducted using a quasi-experimental method, with the statistical population consisting of customers of sports brands. The sample was conveniently selected from the customers of the Ghafari sports brand in West Azerbaijan province, including 40 individuals divided into two groups: control and experimental (20 individuals in each group). The measurement tool was a brand equity questionnaire based on the model by Kim et al. (2003) and the modifications by Yoo, Donthu, and Lee (2000), with a Cronbach's alpha coefficient of 0.86. After implementing the electronic word-of-mouth marketing technique for the experimental group, the data were analyzed using covariance analysis and SPSS software version 17.Results: The findings of the study indicate that the use of electronic word-of-mouth marketing has a significant impact on brand equity, perceived quality, brand loyalty, and brand image in sports businesses. The covariance analysis revealed that the impact of this marketing on brand equity (38%), perceived quality (21%), brand loyalty (52%), and brand image (41%) is significant. These results demonstrate the high effectiveness of electronic word-of-mouth marketing in improving these indicators.Conclusions: This implies that sports brands capable of creating opportunities for dialogue, fostering positive customer experiences, and encouraging active customer participation are more likely to achieve a sustainable competitive advantage.
Sports management, marketing
Amir Mohammad Nasiri; Afshar Noori Ravesh; Habib Honari
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 ...
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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
Reza Nazari; Elham Moradi; Atousa Ghaseminezhad Dehkordi
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 ...
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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 marketing management, sports management, sports marketing experts and private club managers. The sample size based on the theoretical saturation index was 15 people. The statistical population in the quantitative section included customers of private clubs and postgraduate students in sports management, who were selected using SPSS Sample Power software and their number was 360 people. The non-probability sampling method with maximum diversity or heterogeneity was used. In the quantitative section, the research tool included a questionnaire extracted from the codes of the qualitative section, which was also analyzed by Smart PLS software.
Results: Based on the data analysis, 67 initial concepts, 12 main categories were identified. These categories included legal and regulatory factors, interaction of stakeholders, facilitation of sponsor attraction, development of sponsor attraction, improvement of rules for sponsors, provision of facilities to sponsors, training of specialized personnel, commercial income, management factors, development strategies and economic approach.
Conclusions: According to the findings of the present study, it can be said that these dimensions, when combined in a collective approach, can strengthen the financial strength and, as a result, achieve financial independence of sports clubs.
Sports management, marketing
Mehdi Rasooli; Parastoo Ghodsi
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: ...
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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: To collect the data, a research focus group was formed consisting of experts in sports marketing, sports branding, and specialists from the collectible card industry.
Results: The findings indicate that the value proposition of sports trading cards is primarily based on a combination of nostalgia, scarcity features, digital experiences, and emotional appeal for fans. The customer segments include not only professional collectors but also general fans, teenagers, and families, each with different motivations and purchasing patterns. Diverse distribution channels—including physical and online stores, sports events, and mobile applications—along with continuous customer engagement through fan communities, card‑trading competitions, and social media support, provide a platform for strengthening fan interaction and loyalty.
Conclusions: From the perspective of revenue streams, the direct sale of card packs, premium or limited editions with higher prices, advertising and sponsorship, and in‑app purchases were identified as the main sources of revenue. In this regard, partnerships with sports leagues and federations to obtain legal licensing, as well as the efficient management of printing, design, and digital infrastructure development costs, play a crucial role in the sustainability and success of this business model. Accordingly, the present study, by explaining the key dimensions of the business model, demonstrates that integrating physical and digital components alongside fan‑centered branding can create valuable opportunities for the sustainable development of sports trading card products.
