sports marketing
roghayeh sarlab; zahra Alipour Nadinlouie
Abstract
The e-sports industry has as a business the necessary potential for development and revenue in Iran. So, it is very necessary to study this issue from the field of sports industry. The method of the present research is applied in terms of purpose and in terms of methodology it is of mixed type (qualitative-quantitative) ...
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The e-sports industry has as a business the necessary potential for development and revenue in Iran. So, it is very necessary to study this issue from the field of sports industry. The method of the present research is applied in terms of purpose and in terms of methodology it is of mixed type (qualitative-quantitative) and is done in the field. The statistical population includes computer game specialists, gamers, business actors and sports management professors. organized interviews were used to identify important indicators of the business environment. In the qualitative section, questionnaire Compiled with the help of experts (N=13) and in three stages of the Delphi method. In this way, the research findings were presented to the participants and the text of the theory was applied by them during three stages of study and their points of view. The number of case samples in the quantitative section was 82 people. The modeling was performed within the framework of the Osterwalder (2004) canvas model with the help of Smart PLS software. The results showed that the business environment of Iran's e-sports industry is positive and significant. Among the components studied, key partners have a strong and positive effect on the key activity, key resources and cost structure. The distribution channel also has a strong mediating role in the impact of value proposition on customer segments.
Tahmaseb Shirvani; mohsen esmaeili; Mohammad Hassan Ferdosi
Abstract
The purpose of this study was to qualitatively study the positive consequences of using sports marketing in Iranian Premier League clubs.The research method is exploratory and has a qualitative nature that used the grounded theory technique. The research population included professors of sports management, ...
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The purpose of this study was to qualitatively study the positive consequences of using sports marketing in Iranian Premier League clubs.The research method is exploratory and has a qualitative nature that used the grounded theory technique. The research population included professors of sports management, CEOs and marketers of Iranian Premier League football clubs, members of the marketing committee of the Football Federation. Targeted method and snowball technique were used for sampling. Open-ended interviews were used to collect data. Data were analyzed from 17 interviews. Three interviews were coded as a sample and finally the reliability of 85% was obtained. The results showed that in the open coding process, a total of 120 non-duplicate initial codes were generated. Codes based on thematic similarity were divided into 12 central codes and finally 4 selected codes. These codes were: fundamental consequences including football, legal-legal and behavioral-moral; Structural consequences including club, technological-advertising and human resources; Environmental consequences include social, cultural and fans-customers and finally economic consequences including income-investment, entrepreneurship-employment and economic growth. According to the results of the present study and presenting the positive consequences of using sports marketing, it is necessary that the managers and officials of the federation, league organization take the necessary action to employ and implement sports marketing management to be able to benefit from its positive consequences.
sports marketing
mehdi jokar; Rahim Ramzaninejad; mahmoud moradi; Mohammad Hasan Gholizadeh
Abstract
the Economic valuation of Esteghlal Tehran football club by Contingent Valuation Method (CVM) The required information was collected by completing an electronic Double-bounded Dichotomous Choice questionnaire. sampling 942 questionnaires were used for analysis. logit regression model by forward LR method, ...
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the Economic valuation of Esteghlal Tehran football club by Contingent Valuation Method (CVM) The required information was collected by completing an electronic Double-bounded Dichotomous Choice questionnaire. sampling 942 questionnaires were used for analysis. logit regression model by forward LR method, examined the willingness to pay of fans for the evaluation of Esteghlal Club and the factors affecting it. To analyze the data were used the software; SPSS21, MAPLE21 and Expert Choice. According to the results, the expected amount of willingness to pay annually for each fan for Esteghlal Club was equal to 134,235 Tomans. The annual value of the club for the fans is equal to 402,706,500,000 Tomans and the current value of the club was estimated at 2,237,258,333,333 Tomans. with Analytic Hierarchical Process, was found that the use values of Esteghlal Club with a weight of 0.764 and a price of 1,709,265,366,666 Tomans are almost nearly triple more important than non-use values with a weight of 0.236 and a price of 527,992,966,667 Tomans. In prioritizing use values, indirect use values with a weight of 0.355 and a price of 606,789,205,166 Tomans in the first priority and respectively direct use values and option values They are second and third priority with weights of 0.341 and 0.304, and prices of 582,859,490,033 Tomans and 519,616,671,467 Tomans. In prioritizing non-use values, existential values with a weight of 0.512 and a price of 270,332,398,934 were recognized as more important than bequest values with a weight of 0.488 and a price of 257,660,567,733 Tomans.
Masoumeh Ghalenoei; ALI MOHAMMAD safanya; Reza Nikbakhsh; Hamidreza Talaei
Abstract
In today's age, when the concepts of communication, competition, customerism, and business are inextricably linked, electronic marketing as an element of existing business and business plays a central role in maintaining and surviving businesses through attracting and retaining customers, introducing ...
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In today's age, when the concepts of communication, competition, customerism, and business are inextricably linked, electronic marketing as an element of existing business and business plays a central role in maintaining and surviving businesses through attracting and retaining customers, introducing and introducing them. products and creating motivation to feel the need to buy, the main purpose of the current research is to analyze the factors affecting digital marketing in sports clubs in Tehran. The current research is of mixed model (qualitative-quantitative) or grand theory type. In which, qualitative method is used to collect the variables in the context of real life through interviews. The statistical population was used in the qualitative part of the research, with the interview method, according to experts and specialists who had more than 10 years of direct experience in managing sports marketing in social media, which ultimately led to the extraction and identification of variables. And the saturation sampling method was used. 20 in-depth semi-structured interviews were conducted to the theoretical saturation of experts. In the quantitative part of this research, the statistical population is the managers of sports clubs in Tehran province, 384 people were selected as the sample size using the cluster sampling method and the Cochran formula. The statistical analysis of this research is on two qualitative and quantitative levels. Done. At the qualitative level, content analysis and coding were used, and at the quantitative level, the analysis was done with spss software. .
Mostafa mostafapour; Mozafar Yektayar; Mozhgan Khodamoradpoor; ,Maisam allahmoradi
Abstract
The historical purpose of hosting sports games has been to increase peace and cooperation between countries. Football, as the most popular sport, carries a large share of communication between nations in national games. In this research, a model communication in sports in order to improve the development ...
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The historical purpose of hosting sports games has been to increase peace and cooperation between countries. Football, as the most popular sport, carries a large share of communication between nations in national games. In this research, a model communication in sports in order to improve the development of cooperation and peace, a case study of the Iranian Football Federation with the Asian Football Confederation is presented. For this purpose, qualitative and quantitative integration method is used, and first, by using experts' interviews, the desired indicators for the current research model were presented, and then, by using regression model, the effect of variables was investigated. Finally, causal and contextual indicators and factors, central phenomena, cultural and social indicators, management procedures and strategies and consequences were recognized as the most important factors affecting the presentation of an effective inter-organizational communication model in sports. .
Reza Esmaeili Zein Abad; Hassan Fahim Devin; Mohammad Reza Esmaeilzadeh Ghandehari; Hosein Peymani zad
Abstract
The present research was conducted with the purpose of familiarizing and explaining the strategies for diversifying the services of football schools with the purpose of promoting the brand view.The statistical population of this research consists of two parts:A. The statistical population of the qualitative ...
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The present research was conducted with the purpose of familiarizing and explaining the strategies for diversifying the services of football schools with the purpose of promoting the brand view.The statistical population of this research consists of two parts:A. The statistical population of the qualitative section includes 17 experts (Professors of university management, sports management and physical education managers and coaches of the country's football leagues).B. The statistical population of the quantitative section includes all the clients of football schools in Mashhad, whose number was about 3000 people.According to the properties of the community, targeted sampling method for experts and non-probability and available for clients of Mashhad football schools, at this stage, 17 experts and 306 clients of Mashhad football schools were selected as a sample.To determine the sample size of clients, Jersey and Morgan sample size estimation table was used. According to Morgan table data, the required sample size in the statistical population of 3000 people is 306 samples.The approach of the present research is hybrid and was performed using thematic method. The results of previous research and work were identified (Through systematic review, 43 articles and dissertations and 63 open codes).After interviewing 17 pre-identified experts, 45 open codes were identified; the codes were repeated by at least one expert and by a maximum of 10 experts.Due to a repetition of some codes by experts and articles, finally after merging and deleting duplicates, 91 open codes and 8 pivotal codes were identified.
laaya hatefi afshar; mirhassan seyyed ameri
Abstract
The present study was conducted with the aim of designing a model for the security management process of sporting events. The statistical population of the present study consisted of faculty members of sports management, executive managers, sports experts of the General Directorate of the Ministry of ...
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The present study was conducted with the aim of designing a model for the security management process of sporting events. The statistical population of the present study consisted of faculty members of sports management, executive managers, sports experts of the General Directorate of the Ministry of Sports and Youth, heads and experts of boards and all former and current organizers of sports events in West Azerbaijan province in various sports. The size of the statistical population was 196 people and the sample size of the research was selected using the whole number method of 196 people. Convergent validity and divergent validity were used to measure validity through software and Cronbach's alpha and combined reliability were used to measure reliability. In this study, data analysis was performed using SPSS and PLS software. The results of this study showed that 5 criteria of management and planning, technology, organizational interaction and communication, competencies and Personnel credentials and stadium design and construction were identified as effective variables in security management before sporting events. In relation to security management during sporting events 2 factors of crisis management and command and control as effective variables identified in security management during sporting events. In relation to security management after sporting events, three factors of information recording and maintenance, review and analysis, and manpower security were identified as effective variables in security management after sporting events. Finally, suggestions were made based on the results of testing the research hypotheses.
heshmatolah moradi sharaf; Gholamreza Shabani; masoumeh majidiparast; nasrallah erfani
Abstract
The aim of present study was to Design a structural model of tendency to migration in national team athletes of the Islamic Republic of Iran. This research was descriptive-correlational type and based on structural equations. The statistical population included all athletes in the national teams of the ...
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The aim of present study was to Design a structural model of tendency to migration in national team athletes of the Islamic Republic of Iran. This research was descriptive-correlational type and based on structural equations. The statistical population included all athletes in the national teams of the Islamic Republic of Iran, of which 383 available people (N=383) were selected as a statistical sample. The researchers collected information from 26 in-depth interviews with the experts and researchers in the subject, and the data from the interview were coded and analyzed. Then, a questionnaire was designed in accordance with the obtained codes in the form of 36 items with a five-point Likert scale, and the validity and reliability of it were confirmed. The results of the structural model showed that the identified individual, managerial, structural and facility-welfare factors are appropriate to study the tendency of athletes to migrate and there is a high correlation between these factors. Also, according to the results of Friedman test, there is a significant difference between the ranking of athletes' tendency to migrate (P<0.01). According to the results of the present study, it seems that organizations and institutions in charge of sports can take effective steps to reduce the migration of the most valuable sports resources by paying sufficient attention to the important identified factors and adopting appropriate strategies related to these factors.KeywordsMigration tendency, Sports migration, National team athletes, structural model
