sports marketing
zeinab al sadat seyedabdollahi; Ali Mohammad Safania; Salah Naghshbandi; Mohsen Bagherian Farahabadi
Abstract
The goal of this study was to conduct scenario-based future studies of the advancement of equestrian sports in the horizon of 2031 using a scenario writing approach. This research involved both qualitative and quantitative data collection methods and employed a strategic future study approach. Participants ...
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The goal of this study was to conduct scenario-based future studies of the advancement of equestrian sports in the horizon of 2031 using a scenario writing approach. This research involved both qualitative and quantitative data collection methods and employed a strategic future study approach. Participants in this research were experts in the field of equestrian sports. In the qualitative section, purposive sampling was utilized, and 25 interviews were conducted based on theoretical saturation. In the quantitative section, sampling was criterion-based, and 10 out of the 25 participants from the first stage were selected as a strategic council for further work based on criteria chosen by the research group. Data collection tools included semi-structured interviews and matrices with dimensions of 38×38 and 9×9, the validity and reliability of which were confirmed. Qualitative data analysis utilized thematic analysis, while structural analysis and scenario writing were employed for quantitative data analysis. The findings indicated the existence of 4 uncertainties, represented by a total of 38 influential internal and external forces on equestrian sports. These uncertainties include "horse tourism," "female equestrianism," "increase in horse imports and decrease in exports," and "emerging technologies," which form the basis of 2 scenarios: "leaping out of isolation" and "the deadlock." Understanding the narratives of each scenario and comparing their desirability can serve as a basis for designing future equestrian sports activities to help maintain Iran's competitive edge in a flexible and responsive manner.
Mojgan Ghalenoei; Salah Naghshbandi; Mohsen Bagherian Farahabadi
Abstract
The main purpose of this study was to investigate of the effect of physical activity on the ethical behaviors of medical students of the University of Medical Sciences: the role of mediator in the use of social networks and individual attitudes about their physical image. The research was descriptive-correlational, ...
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The main purpose of this study was to investigate of the effect of physical activity on the ethical behaviors of medical students of the University of Medical Sciences: the role of mediator in the use of social networks and individual attitudes about their physical image. The research was descriptive-correlational, and an applied research that was done field-by-field. The statistical population was all students of Tehran University of Medical Sciences. In order to estimate the sample size, Morgan table was used and the sample size was estimated to be 300. A researcher-made questionnaire was used to collect data. The content validity of the questionnaire was confirmed by the experts (15 professors of sports management). The reliability of the questionnaire was also reported using the Cronbach's alpha coefficient (physical activity: 0.85, moral behaviors: 0.81, social networking: 0.86 and individual attitude about body image: 0.83). The validity of the validation structure of the questionnaire was also accomplished through analysis of the main components with the varimax rotation. Data analysis was performed using software, Spss version 25 and Amos version 23. The results of the findings indicate that the use of social network variables cannot play a mediator role. Also, the results showed that the individual's attitude about his physical image could have a mediating role. It can be concluded from the results that if students have regular exercise activities, their attitude toward their physical image has increased and this will lead to self-esteem and students will show positive moral behaviors.
کیهان keihan; Reza Nikbakhsh; Abolfazl farahani; Ali Mohammad Safania; Mohsen Bagherian Farahabadi
Abstract
The present study was conducted to model the development of sports businesses with an e-commerce approach. From the methodological point of view, the present study is of mixed type (quantitative and qualitative). The statistical population included sports management experts and specialists familiar with ...
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The present study was conducted to model the development of sports businesses with an e-commerce approach. From the methodological point of view, the present study is of mixed type (quantitative and qualitative). The statistical population included sports management experts and specialists familiar with business and e-commerce. Targeted sampling methods and theoretical saturation index were used for sampling and 24 experts and experts were interviewed. In the qualitative section, the Delphi technique was used in three stages, so that the findings of all two of them were presented in three stages and the first three were used. To confirm this, the retest method was used and the results showed that the relationship between the percentage of agreement within the subject is equal to 0.92, which is appropriate. After identifying the factors affecting the development of sports businesses with the e-commerce approach, the factors in the matrix table were compiled as a questionnaire and provided to the research sample and they were asked to complete the questionnaires based on the ISM method. To determine the causal relationships of the indicators, the structural-interpretive modeling method was used and Micmac software was used to draw the model. Finally, 7 major categories including legal environment, management, environmental, education and awareness, organizational, cultural and social, and innovation and creativity in the development of sports business models with e-commerce approach were identified.
Maedeh Shafizadeh; Abolfazl Farahani; Farideh Ashrafganjouei; alimohamad safania; Mohsen Bagherian Farahabadi
Abstract
Designing ambush marketing model in Islamic Republic of Iran Football Premier LeagueNowadays, one of the main factors influencing economy in the world is sport. For this purpose, in recent years, commercial support of athletic events has increased continuously. It is believed that popularity of marketing ...
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Designing ambush marketing model in Islamic Republic of Iran Football Premier LeagueNowadays, one of the main factors influencing economy in the world is sport. For this purpose, in recent years, commercial support of athletic events has increased continuously. It is believed that popularity of marketing through financial support has resulted in emergence of a new marketing strategy called ambush marketing. Events such as Football Premier League competitions is an ideal condition for special marketing activities such as ambush marketing, a strategy in marketing knowledge which pays attention to the efforts of business competitors to enhance its position. Present research has been compiled with the objective of designing ambush marketing model in Football Premier League of Islamic Republic of Iran. Qualitative research method is considered a post-modern research method according to descriptive survey strategy. Research statistical population includes all sport marketing experts who were selected for interview using purposive and snowball sampling methods. 15 experts in the field of sport management and marketing are regarded as the sample volume. Reliability and validity of research was confirmed by related experts. In order to analyze gathered data, descriptive (frequency percentage, Shannon formula) and hidden content analysis techniques were applied in the format of phenomenological strategy using MAXQDA18software. Findings indicate economic and financial, social, media, management, legal, ambush marketing tactics and strategies including motivational and ethical factors are factors influencing ambush marketing. Sponsors and organizers of event disapprove ambush marketing and believe that effective standards should be established to prevent its prevalence.
Leila Sadrnia; Mohsen Bagherian Farahabadi; S.Salaheddin Naghshbandi
Abstract
The aim of this study was to identify the role of social media marketing in casual relationship of brand love and viral marketing among the customers of selected sportswear brands. This research was applied in terms of purpose and descriptive-survey in terms of nature, it is a correlation type. The ...
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The aim of this study was to identify the role of social media marketing in casual relationship of brand love and viral marketing among the customers of selected sportswear brands. This research was applied in terms of purpose and descriptive-survey in terms of nature, it is a correlation type. The statistical population of the study were all the customers of four different sports brands dealers who were members of their Instagram page of that brand. The sample size was estimated using the Morgan Table 384 people. For inferential statistics section Kolmogorov-Smirnov test, Pearson correlation coefficient and structural equation modeling test were used.The significance level for all analyzes was considered as P Therefore, people who are interested in the brand can be encouraged to social networks and viral activity. Accordingly, sports brands can boost viral behavior by increasing rate of participation of their customers because creating challenging content and poll posts that can boost viral behavior.
