https://gsmsmr.uok.ac.ir/ Sport Marketing Studies en daily 1 Wed, 19 Feb 2025 00:00:00 +0330 Wed, 19 Feb 2025 00:00:00 +0330 https://gsmsmr.uok.ac.ir/article_62981.html "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. https://gsmsmr.uok.ac.ir/article_63168.html 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 results. Data collection was based on the opinions of experts, and 15 individuals were selected based on their work experience in the field of sports startups and knowledge in the field of future studies using a targeted approach. The data collection tools included semi-structured interviews and matrices with dimensions of 36×36 and 11×11, which were validated and made reliable through fuzzy Delphi in one stage to achieve a consensus of expert opinions based on fuzzy logic computations and fuzzy inference system principles. Two-stage coding was used for qualitative data analysis, and fuzzy Delphi analysis, structural analysis, and scenario writing were employed for quantitative data analysis. Data analysis revealed that the growth of the sports equipment industry, private sector investment in startups, the use of innovative technologies in startups, and increased competition in the sports industry market are four key uncertainties that create two plausible stories named "Dynamic Growth of the Sports Industry" and "Recession in the Sports Industry." Familiarity with the narrative of each scenario and comparing their desirability can provide a basis for designing future actions of sports startups to ensure the Iranian sports industry remains flexible and responsive in maintaining its competitive edge. https://gsmsmr.uok.ac.ir/article_62706.html 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 fans of Nassaji Mazandaran Club in the Iranian Football Premier League season 2018-2019. The sample size was 384 according to Morgan table. Standard questionnaires were used for data collection. Lisrel statistical software was used to analyze the data. Based on the relationship and model fit indicators, it was found that the mediating role of word-of-mouth advertising was confirmed,, also the direct effect of marketing mix on brand loyalty was confirmed. According to the research results, textile club managers are recommended to focus more on positive word-of-mouth advertising strategies; also because of poor fans' evaluation of some of the club's marketing mix components (product, price, Promotion and physical evidence) Managers are advised to upgrade these 4 components, especially the pricing component. https://gsmsmr.uok.ac.ir/article_63750.html 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. https://gsmsmr.uok.ac.ir/article_63333.html 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. 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. 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. 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. https://gsmsmr.uok.ac.ir/article_63810.html 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 https://gsmsmr.uok.ac.ir/article_63837.html The tourism industry is recognized as one of the main pillars of economic and social growth in many countries, playing a crucial role in reducing unemployment rates, developing and strengthening local businesses, fostering economic prosperity, and improving social welfare. By creating both direct and indirect job opportunities, it provides an appropriate platform for increasing household income and effectively contributes to a more equitable distribution of income in society (Heydari Chiane& Ahmadian, 2020). Today, tourism plays a fundamental role in the economies of countries, with one in every ten jobs worldwide being related to tourism (Shahbazi et al., 2019). Among the various types of tourism, sports tourism has become one of the main aspects of international trade, playing a significant role as a key source of revenue generation, employment, private sector growth, and infrastructure development (Gibson, 2017). One of the key components of sustainable sports tourism success is utilizing an efficient sports service supply chain that ensures high-quality and coordinated services throughout all stages of sports tourism (Li et al., 2022). Services are recognized as economic activities that have time, location, and psychological value, and they play a prominent role in economic growth (Wang, 2020). In the sports tourism industry, services, due to their specific characteristics, cannot easily be predicted or stored for future periods. This perishable nature of services in sports tourism means that if a service is not available at a given time, there is no opportunity to store it for later use (He & Wu, 2022). In this context, the presence of complex relationships between organizations operating in the sports tourism industry is common. However, supply chain management in sports tourism, especially in sports destinations, seeks to provide new perspectives for managing operations efficiently and meeting the needs of sports tourists (Palang & Tippayawong, 2019). One of the key aspects of sports tourism supply chain management is capacity management, which is especially important in sports event destinations. Capacity management in this supply chain refers to the adjustment and control of available services and resources (such as hotel capacity, tours, airlines, and sports facilities) in order to create a proper balance between supply and demand. This process not only provides a positive experience for tourists but also prevents excessive strain on environmental and social resources. The sustainability of the sports tourism service supply chain largely depends on the ability to forecast customer needs and market conditions; therefore, implementing supply chain management strategies is essential to maintaining service quality and optimizing capacity. Effective management of the sports tourism service supply chain helps organizations reduce costs while maintaining service quality and providing a better experience for tourists. Given the importance of the research, the researcher aims to identify the factors influencing the role of capacity management in the sports tourism service supply chain.The research method employed in this study is applied and qualitative in nature, utilizing thematic analysis. The statistical population of the study included sports management professors, tourism and sports tourism professors, managers of travel agencies, experienced managers from the Ministry of Sports and Youth, and doctoral researchers in sports management and tourism. The sample was selected from members of the population using purposive and snowball sampling techniques. The data collection tool was semi-structured interviews with 20 experts, which continued until theoretical saturation was reached. The interviews were conducted in a semi-structured format with the participants, following prior coordination and scheduling. After each interview, the recordings were fully transcribed, and initial coding was performed to extract primary concepts. A total of 20 interviews were conducted, and from the 12th interview onwards, redundancy in the received information was observed. By the 17th interview, the data became entirely repetitive, reaching theoretical saturation. However, to ensure reliability, interviews continued until the 20th participant. The validity of the research was confirmed by relevant experts, and the reliability of the study was measured using intra-coder agreement, which yielded a result of 83%.The results of the study revealed that the factors influencing the role of capacity management in the sports tourism service supply chain were organized into 88 key points, 22 initial codes, 9 concepts, and 4 central themes. Overall, the factors affecting the role of capacity management in the sports tourism service supply chain were categorized into four main themes: capacity supply, access to supply, quality of supply, and performance of supply. The success of the sports tourism service supply chain depends on the interaction and coordination of four key elements: capacity supply, access to supply, quality of supply, and performance of supply. Effective management of these four components can lead to increased tourist satisfaction, the attraction of more clients, and the enhancement of the sports tourism industry. By strategically planning the adjustment of capacity supply, facilitating access to services, improving the quality of offerings, and enhancing the overall performance of services, sports tourism destinations can provide tourists with a positive, seamless, and memorable experience. This not only boosts tourist loyalty but also contributes to the long-term success and sustainable development of the industry. https://gsmsmr.uok.ac.ir/article_63856.html 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. 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. 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. 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.  https://gsmsmr.uok.ac.ir/article_63857.html The purpose of this research was to provide appropriate strategies for the financial independence of professional private sports clubs. The research method was mixed (qualitative and quantitative). The statistical community in the qualitative section included experts in the field of marketing management, sports management, sports marketing experts and managers of private clubs. The sample size is equal to 15 people based on the theoretical saturation index. Statistics in the quantitative section include clients of private clubs and graduate students of sports management, who were selected using SPSS Sample Power software and their number was equal to 360 people. A non-probability sampling method with maximum diversity or heterogeneity was used. In the quantitative part, the research tool included a questionnaire extracted from the codes of the qualitative part, which was also analyzed by Smart PLS software. Based on the data analysis, 67 primary concepts and 12 main categories were identified. These categories include legal and legal factors, media interaction, creating a platform to attract financial sponsors, developing sponsor attraction, improving laws for financial sponsors, providing facilitiesTo financial sponsors, the training of specialist forces, business income, management factors, development strategies and economic approach. According to the findings of the present research, it can be said that these dimensions, when combined in a collective approach, can strengthen the financial foundation and, as a result, achieve the financial independence of sports clubs. https://gsmsmr.uok.ac.ir/article_63932.html 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. "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. 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. https://gsmsmr.uok.ac.ir/article_63988.html 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 gathered through interviews with 12 academic and industry experts and a literature review, and then analyzed thematically. In the quantitative phase, 282 sport‑ and tourism‑sector practitioners completed a researcher‑made questionnaire containing 52 items across nine constructs; content validity was verified via the Lawshe method and reliability via Cronbach’s alpha (0.86). Data were examined using exploratory factor analysis (EFA) and a multilayer perceptron (MLP) neural network. Before entering the network, all variables were normalized to the [0–1] range. The analysis identified nine principal constructs—cultural factors, economic factors, consumer/user, online advertising, satisfaction, credibility, trust, customer‑relationship management, and sport entrepreneurship in tourism. The nine‑factor structure explained 61.83 % of the total variance. The developed MLP model displayed high predictive power and confirmed a direct, positive, and significant impact of all eight independent constructs on sport entrepreneurship. Cultural (normalized importance = 100%) and economic factors (99.4%) were the most influential. The model offers a conceptual and practical framework for analyzing and fostering sport entrepreneurship. The chief innovation lies in designing and validating the first comprehensive predictive model for this domain. https://gsmsmr.uok.ac.ir/article_63994.html 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, and professional athletes active in social networks, of which 20 people were ultimately selected as a sample. The sampling method of this section included purposive sampling based on the use of the snowball technique until theoretical saturation was reached. Semi-structured interviews were used to collect data. The questions asked during the interviews were designed to be open and general. Finally, Brown and Clarke's (2006) thematic analysis was used to analyze the data in the qualitative stage. It should be noted that all statistical analyses were performed manually. The results obtained from the analysis of the interviews showed that the codes extracted from 20 interviews were equal to 123 initial codes, which were then categorized into the main themes: athletes' personal brand strategies in social media, athletes' personality and psychological characteristics, leadership and social interactions, economic factors and sponsorship, lifestyle and cultural identity, the role of social platforms on the athlete's reputation and success, acceptance of changes and innovations, and challenges and opportunities for building athletes' personal brands. Finally, it can be said that these studies have examined different dimensions of personal branding from individual, social, functional, and media perspectives and have emphasized the importance of the role of these factors in shaping and developing personal brands. https://gsmsmr.uok.ac.ir/article_64010.html 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 accordance with the research results. In-depth semi-structured interviews were used to collect research data. The research population included consumers of individual and team sports in Kermanshah province. 21 participants were selected to represent consumers of sports clubs in Kermanshah province. The interviews were conducted purposefully and in a snowball method and continued until theoretical saturation was reached. The collected data were transcribed verbatim and analyzed using thematic analysis in three stages of open, axial, and selective coding. Nine subcategories were obtained from the interviews of sports service consumers, which were placed in three main categories: interaction and participation, support and learning, and technology acceptance. The results can be used to supplement the theoretical foundations of this field. Also, the results of this research can act as a roadmap for relevant organizations to pursue service innovation more effectively. https://gsmsmr.uok.ac.ir/article_64014.html 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. 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". 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. 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. https://gsmsmr.uok.ac.ir/article_64153.html 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. https://gsmsmr.uok.ac.ir/article_64157.html 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 in sport management and marketing, marketing consultants, and managers of sports clubs. Purposive and snowball sampling techniques were used, and semi-structured interviews were conducted with 20 experts until theoretical saturation was achieved. Data were analyzed through three stages of open, axial, and selective coding, resulting in the extraction of 100 unique initial codes. These codes were categorized into 24 concepts and seven main categories, including: (1) motivation and personal experience, (2) benefits of online viewing, (3) social interactions and communication, (4) psychological and security issues, (5) cultural and social influences, (6) technological and innovative advantages, and (7) economic policy-making. Research validity was ensured through sample diversity and careful participant selection, while reliability was confirmed by reanalyzing three interviews by an expert, yielding 85% code consistency. The findings indicate that these categories, through their mutual interactions, reveal the multidimensional nature of mediated consumption in sport and highlight the role of social media and emerging technologies in transforming sport consumption experiences and shaping sustainable behaviors. Therefore, a comprehensive explanation of this phenomenon requires integrating multiple theories and considering contextual and environmental factors. Finally, it is recommended that policymakers adopt a holistic approach by developing technological infrastructures, supporting local content, and designing efficient economic models to foster the sustainable development of digital sport. https://gsmsmr.uok.ac.ir/article_64172.html 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 activity in the field of marketing). Data were collected through semi-structured interviews with experts. After implementing the interviews, conceptual codes were identified from the interview texts, and the interview texts were analyzed. Data analysis was performed simultaneously and continuously with information collection. The results showed that the causal conditions included the factors of social norms, moral and social commitment, behavioral norms, and professional understanding. The background conditions included the factors of general and professional education, the complexities of the professional market, organizational culture, and the level of credibility in society. Also, the intervening conditions consisted of social factors, political and economic factors, and gender discrimination. The results showed that the strategies consisted of the factors of providing attractive and suitable content for women, social approval, marketing through social networks, and value creation. Finally, the results showed that the consequences included social development factors for female athletes, sustainable development, economic consequences, individual consequences for female athletes, and social benefits. The central category was: social phenomena, cultural phenomena, and advertising phenomena. https://gsmsmr.uok.ac.ir/article_64179.html 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 university faculty members. Using purposive sampling, 21 interviews were conducted until theoretical saturation was reached. Data were collected through semi-structured interviews, and to assess the trustworthiness of the findings, the strategies of credibility, transferability, confirmability, and dependability were applied. Data were analyzed using thematic analysis. The findings indicated that the modern revenue-generation model for private sports clubs with an entrepreneurial marketing approach comprises 69 basic themes, 14 organizing themes, and 4 global themes: revenue and cost streams, marketing principles of sports clubs, formation of an entrepreneurial marketing mindset, and the goal of entrepreneurial marketing. These results show that the entrepreneurial marketing process in such clubs is triggered by establishment and operating costs and by the limitation of income to membership fees and on-site revenues, and it concludes with resource optimization, productivity gains, and increased revenue. https://gsmsmr.uok.ac.ir/article_64193.html 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. https://gsmsmr.uok.ac.ir/article_64194.html 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 in redefining relationships among clubs, players, fans, media, and sports institutions. The research population consisted of active Iraqi users on football fan pages and groups, selected through purposive sampling. Data was collected through direct observation of digital interactions and semi-structured interviews, and then analyzed using thematic analysis. The results demonstrate that the online space has not only replaced official communication channels but has also become a dynamic platform for direct participation and the reproduction of communicative power. In this context, the role of fans and informal content producers has become more prominent than before, and the credibility of sources is defined not on the basis of institutional status but rather according to information quality, track record, and the level of user engagement. At the same time, social media sometimes contributes to strengthening cohesion and collective solidarity, while in other circumstances it leads to the emergence of tensions and conflicts. Based on these findings, it is recommended that Iraqi clubs and sports institutions revise their communication strategies in line with these developments and move toward two-way interaction, transparency, and broader cooperation with the fan community. https://gsmsmr.uok.ac.ir/article_64197.html 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 method, using a cross-sectional approach. The statistical population consisted of Iranian esports spectators. The minimum required sample size was estimated using G*Power software, and ultimately, a sample of 324 individuals was selected using the non-probability convenience sampling method. The data collection instrument was a standard online questionnaire comprising scales for customer experience (Hsu & Tsou, 2011), social identification (Hu et al., 2017), and purchase intention (Biscayart et al., 2013). Its validity and reliability were confirmed through confirmatory factor analysis (CFA) and Cronbach's alpha coefficient. Hypotheses were analyzed using structural equation modeling (SEM) and the bootstrapping procedure in SmartPLS software. The results indicated that the cognitive, affective, sensory, and social dimensions of customer experience have a positive and significant impact on social identification. Furthermore, social identification had a strong positive impact on purchase intention toward sponsoring brands, and its mediating role in these relationships was confirmed. It is concluded that social identification, as a key psychological mechanism, links customer experience to commercial outcomes for sponsors. Brands should focus on creating rich, multidimensional experiences aimed at strengthening this identity. https://gsmsmr.uok.ac.ir/article_64237.html 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 of involvement and sponsor image, using structural equation modeling (SEM). The research is applied in nature, quantitative and correlational in strategy, and field-based and cross-sectional in terms of data collection. The statistical population included active eSports athletes and spectators selected through convenience sampling. A sample size of 420 was determined to ensure 80% statistical power. Data were collected via a questionnaire: sponsorship components were measured using Costa et al. (2022), sponsor image using Eddy and Cork (2018), team identity using Tsordia et al. (2018), involvement using Hurbelet et al. (2016), and consumer response to sponsorship using Costa et al. (2022). Data analysis was conducted using Smart PLS 3.2.9. The results revealed that sponsor ubiquity, sponsor sincerity, attitude toward the sponsor, and team identity had significant effects on sponsor image. Furthermore, sponsor image and involvement significantly influenced consumers’ interest, purchase intention, and word-of-mouth communication in the eSports context. The findings indicate that financial sponsorship and team identity significantly affect consumer responses through enhanced involvement and an improved sponsor image. These results highlight the importance of strategic planning in marketing and sponsorship within the eSports industry. Marketing managers and sponsors are recommended to strengthen team identity and design appealing sponsorship campaigns to enhance consumer engagement and build a favorable brand image among eSports audiences. https://gsmsmr.uok.ac.ir/article_64240.html 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). https://gsmsmr.uok.ac.ir/article_64245.html 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. Data were collected through semi-structured interviews with 14 purposively selected experts in sports management and university athletic administration. Findings identified six strategic pillars supporting multichannel marketing in Iraqi university sports: managerial, educational, technological, cultural-social, economic, and infrastructural-operational. The results show that implementing a multichannel marketing framework can boost student engagement, increase the domestic and regional visibility of university sports, diversify funding sources, and foster a sustainable athletic ecosystem. Among all strategic areas, economic strategies were deemed most vital for long-term growth, while cultural and social approaches were less emphasized. https://gsmsmr.uok.ac.ir/article_64247.html 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. https://gsmsmr.uok.ac.ir/article_64263.html 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 consisted of customers of aerobics sports clubs in Yazd Province. Since the exact size of the population was unknown, the sample size was determined as 384 individuals based on Krejcie and Morgan’s table, assuming an infinite population. The measurement instruments were standard questionnaires for customer engagement (Lee & Park, 2024), brand trust (Roest & de Graaf, 2023), brand identity (Alakkas et al., 2022), and brand equity (Azimzadeh et al., 2019). The reliability of the questionnaires, assessed using Cronbach’s alpha, was estimated to be 0.84, 0.76, 0.81, and 0.85, respectively. The findings from data analysis using structural equation modeling indicated that customer engagement had a positive and significant effect on brand equity, brand trust, and brand identity. Moreover, brand trust and brand identity both had positive and significant effects on brand equity. Therefore, managers of sports clubs can enhance customers’ trust in the brand and strengthen brand identity by focusing on factors that influence customer engagement, thereby significantly improving the brand equity of their clubs among target customers. https://gsmsmr.uok.ac.ir/article_64326.html 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 business ethics without an initial framework. Data were collected through semi-structured interviews with 24 participants using purposive and snowball sampling. Analysis was performed using line-by-line open coding, continuous comparison of codes, theoretical sampling to enrich categories, focusing on the central category, developing theory from analytical notes, and stopping at theoretical saturation. Findings were extracted from 156 initial codes. Key categories included financial and contractual transparency (such as honesty in contracts and clarity of financial goals), avoiding conflicts of interest (such as financial neutrality and segregation of duties), ethical interaction with the media and society (such as responsibility in advertising and social accountability), institutionalizing values in the organizational structure (such as internalizing values and preparing a code of ethics), training and transferring values (such as repeated training and behavioral modeling), ethical accountability and reporting (such as ethical reporting and accepting mistakes), and managing external pressures while maintaining principles (such as resilience in crisis and moral sustainability). The final conclusion emphasizes that this model not only places ethics as the center of decision-making, but also establishes a balance between economic and social interests and provides a practical model for sports clubs, with suggestions such as a blockchain system for transparency, virtual training programs, and a digital ethics committee for innovative implementation, suggesting to managers. https://gsmsmr.uok.ac.ir/article_64348.html 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 of sports salespersons and their customers in Urmia city. The sample included 131 salespersons (census) and 393 customers (non-random convenience sampling). Data were collected using standardized questionnaires: the Networking Behavior Scale by Macintosh and Krush (2017), the Customer Engagement Scale by Hollebeek et al. (2014), and the Purchase Intention Scale by Chiu et al. (2018). Data analysis was performed using Structural Equation Modeling (SEM) with PLS software. The findings revealed that salespersons’ networking behavior had a positive and significant effect on both customer purchase intention and engagement (P ≤ 0.01). Furthermore, customer engagement positively and significantly influenced purchase intention (P ≤ 0.01), and its mediating role in the relationship between networking behavior and purchase intention was confirmed (P ≤ 0.01). These results suggest that networking behaviors of salespersons can enhance customers’ emotional, cognitive, and behavioral engagement, thereby increasing their willingness to purchase. The study provides a practical framework for improving marketing strategies in the sports industry and highlights the importance of purposeful salesperson–customer interactions. https://gsmsmr.uok.ac.ir/article_64378.html 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 their promotional behaviors. This study aimed to examine the impact of fans' cognitive and affective engagement on sports promotional behavior, with the mediating role of brand love, among fans of Iranian Premier League football teams. The research was applied and descriptive-correlational in method. The statistical population consisted of fans from 16 Premier League teams in 2024, and the sample size, determined by Cochran’s formula, was 384 individuals. Data were collected using standardized questionnaires: the cognitive and affective engagement scale by Hollebeek et al. (2014), the brand love scale by Carroll & Ahuvia (2006), and the sport brand love model by Tavormina (2013). Additionally, aspects of promotional behavior were assessed using adaptations from Bagozzi et al. (2016) and Amani (2025). Sampling was done non-randomly and accessibly. The reliability of the tools was confirmed, with Cronbach's alpha exceeding 0.7 for all variables. Data were analyzed via structural equation modeling using SmartPLS 3.0 software. The results showed that both cognitive and affective engagement have significant positive effects on brand love. Moreover, these types of engagement directly strengthen fans' promotional behavior. Brand love also has a significant positive effect on promotional behavior and mediates the relationship between engagement (cognitive and affective) and promotional behavior. The findings indicate that club managers can promote fans’ promotional behaviors by strengthening cognitive and affective bonds and enhancing brand love. https://gsmsmr.uok.ac.ir/article_64455.html 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 with 17 experts from the football and technology ecosystem, who were selected via purposive sampling until theoretical saturation was reached. In the quantitative phase, a panel of 12 academic and executive experts responded to a researcher-made DEMATEL questionnaire (based on the 12 final themes). The validity and reliability of the tools and findings in both sections were confirmed using appropriate strategies such as peer review, content validity, and group reliability. Finally, qualitative data were analyzed using Thematic Analysis (Braun & Clarke), and quantitative data were analyzed using the DEMATEL technique. Qualitative findings led to the identification of 232 basic themes, 25 organizing themes, and 12 overarching themes. The results of the structural analysis revealed that factors such as "Technological and Knowledge Empowerment" and "Lack of Infrastructure and Macro Strategy" play the main causal (influential) roles, while factors like "Institutional Infrastructure and Regulation" and "Gradual Maturity of Technological Acceptance" play the main effectual (influenced) roles. Furthermore, "Technological and Economic Value Creation," along with "Policy Bottlenecks" and "Lack of Infrastructure," demonstrated the highest systemic interactions within the relationship network. These results indicate that the successful entry of blockchain into Iranian football is not an automatic or purely technical process, but rather a strategic transformation requiring a focus on root causes and the main drivers of the system. https://gsmsmr.uok.ac.ir/article_64456.html 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 in nature, utilizing a cross-sectional design for data collection. The statistical population comprised managers, supervisors, and experts working in the managerial and marketing departments of sporting goods manufacturing firms in Iran. The sample size was estimated using Cochran's formula for an infinite population. Data were collected through convenience sampling using standardized questionnaires; after removing incomplete responses, 391 questionnaires were retained for the final analysis. The validity and reliability of the instrument were assessed and confirmed using Cronbach’s alpha, composite reliability, AVE, and HTMT indices. To test the hypotheses, partial least squares structural equation modeling (PLS-SEM) in SmartPLS 3 software with 5,000 bootstrap resamples was employed. The results indicated that learning agility has a positive and significant effect on financial performance and social performance. Furthermore, sustainable market orientation significantly moderated the relationship between learning agility and social performance, whereas its moderating role for financial performance was not supported. Accordingly, strengthening rapid learning mechanisms and aligning them with sustainability-oriented strategies can contribute to the simultaneous improvement of economic and social outcomes in the sporting goods industry. https://gsmsmr.uok.ac.ir/article_64464.html 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 saturation was achieved, with a total of 10 interviews conducted, utilizing thematic analysis for data examination.In this study, Creswell and Poth’s coding approach and the method proposed by Rao and Perry were used to assess the research’s validity and reliability. The findings indicate that the main themes include “determining values and unique managerial features,” “managing customer relations and interactions,” “employee participation in brand culture development,” “creating attractive and quality content,” “adaptability and flexibility in electronic development,” “creating a unique experience,” and “evaluation and adaptation.”These themes can assist managers and experts in sports organizations in designing and executing effective branding strategies, paving the way for their success and sustainability in competitive markets. The overall conclusion of this research highlights that brand culture in sports organizations is not only crucial for attracting and retaining customers but also for strengthening employee morale, motivation, and retaining talents. Organizations’ ability to create and establish this culture, focusing on identified key themes, can enhance brand performance and positively impact other organizational aspects, such as attracting new talents and market growth. This study emphasizes the necessity of continuously evaluating and adapting brand cultural strategies. https://gsmsmr.uok.ac.ir/article_64551.html 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. In this regard, self-reported data (conscious level), neural indicators (unconscious level), and large-scale behavioral patterns (data-driven level) were integrated within a three-layer analytical framework. Through a systematic search in the Scopus, Web of Science, and Google Scholar databases, 38 relevant studies published between 2007 and 2025 were selected and their findings were synthesized in a complementary manner. The results indicate that celebrity endorsement increases brand trust, enhances emotional responses and unconscious attention, and strengthens purchase intention. While traditional methods are limited to identifying general preferences, neural tools capture real-time responses with higher precision, and artificial intelligence predicts behavior at a large scale. The integration of these approaches enables the optimization of advertising design and the reduction of costs. Consequently, this study proposes a three-layer framework and suggests that sports brands adopt this approach for pre-testing campaigns and achieving more precise audience targeting. https://gsmsmr.uok.ac.ir/article_64563.html 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 paradigm. The research strategy was a multiple case study, and data were collected through semi-structured interviews with 14 key informants from 14 Iranian volleyball clubs. These participants included executive managers, marketing managers and experts, media and public relations officers, official virtual page administrators, and digital communication consultants. Sampling was purposeful using a maximum variation strategy, and data analysis was performed using an inductive qualitative content analysis approach. The trustworthiness of the findings was ensured through the criteria of credibility, transferability, dependability, and confirmability. The findings revealed that Instagram forms the core of digital communications for Iranian volleyball clubs, while messaging applications such as WhatsApp and Telegram play a complementary role. Furthermore, the adoption of social media marketing communications can be explained through 11 main themes, including: enhancing brand awareness and credibility, social capital management, agility in information dissemination, developing sponsorship attraction capacity, talent acquisition, cost advantage, digital engagement, event marketing, market learning, narrative branding, and commercialization. This result indicates that the strategic value of social media in Iranian volleyball clubs possesses a multi-layered and capacity-driven nature, transcending the level of operational functions to become a tool for branding, fan engagement, and the development of commercial opportunities. https://gsmsmr.uok.ac.ir/article_64596.html 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. https://gsmsmr.uok.ac.ir/article_64597.html 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; in terms of purpose, it was applied-developmental; and it was grounded in an interpretive-constructivist paradigm. The research strategy was grounded theory based on Glaser’s classic approach, and data were collected through semi-structured interviews with 19 experts and key informants, including faculty members, marketing and advertising specialists, sports influencers, sports journalists, and content production experts. Sampling was conducted theoretically, and data were analyzed using the constant comparative method through open, selective, and theoretical coding. The trustworthiness of the findings was ensured through the criteria of credibility, transferability, dependability, and confirmability. The findings revealed 60 final concepts, 10 subcomponents, and 4 main categories, including sports influencer characteristics as the message source, advertising content and presentation style, interaction and social network, and consumer behavioral outcomes. In addition, the core category of the study was conceptualized as “trust-based persuasion in the context of social interaction.” This finding indicates that the effectiveness of sports influencers’ advertising methods is multilayered and processual, extending beyond the simple introduction of a product and operating through a chain of source trust, message quality and congruence, social interaction, and enduring behavioral outcomes for consumers. https://gsmsmr.uok.ac.ir/article_64599.html 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. https://gsmsmr.uok.ac.ir/article_64662.html 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 purpose and qualitative in nature, conducted within the interpretive paradigm. Data were collected through 27 in-depth semi-structured interviews. Participants were selected using purposive sampling with a maximum variation strategy, and snowball sampling was subsequently employed to recruit additional participants. Data collection continued until theoretical saturation was achieved. Data were analyzed using thematic analysis following the six-phase approach proposed by Braun and Clarke. The findings revealed four overarching themes: perceived risks, perceived benefits of online shopping, risk management strategies, and purchasing behavior patterns. Perceived risks included performance, financial, physical, time, psychological, privacy, and delivery risks. In contrast, perceived benefits such as ease of access, extensive product variety, transparent information, and the enjoyment of the shopping experience acted as positive drivers of purchasing decisions. Consumers also employed various strategies to manage perceived risks and restore a sense of control, including actively searching for information, relying on previous experiences, verifying seller credibility, and considering post-purchase guarantees. The interaction of these factors gave rise to distinct purchasing behavior patterns, including impulsive purchasing, cautious purchasing, and purchase postponement or cancellation. The findings suggest that online purchasing of sports products is not merely an economic transaction but rather a cognitive, interpretive, and experience-driven process.