Dr Javad Fesanghari, Dr Rasool Norouzi Seyed Hossini, Dr Marjan Saffari, Dr Hashem Kozechian ,
Volume 12, Issue 24 (12-2022)
Abstract
Nowadays, technology is becoming one of the most important factors that contribute to the Internationalization of recreational sports industry.This study was done to design a model to develop recreational sports by new technologies in Iran. This study was carried out with mixed Methods.In the qualitative part, semi-structured interviews were conducted with 13 participants through purposive and standard sampling methods. The content analysis method was used to analyze the data and in the same section, a questionnaire was prepared based on the identified themes from the qualitative part, which included the available dimensions and components. Questionnaires were distributed among 406 samples after confirmation of validity and reliability. Descriptive statistics and confirmatory factor analysis were used for analyze the data. The findings of this study showed that the main themes of the model of development of recreational sports through new technologies are divided into four parts: propulsion and stimuli, challenges of using new technologies, opportunities to use new technologies and consequences of using new technologies in the development of recreational sports. Presently, increasing human-computer equipment interaction is facilitating new ways of using technology in sports environments, and in the future, technology will bring structural changes in all sectors of sports, especially recreational activities.
Farhad Farzan Moghadam, Rasool Norouzi Seyed Hossini, Mina Mostahfezian,
Volume 15, Issue 30 (12-2025)
Abstract
Aim: To remain competitive in the sports industry, enhancing brand equity has become a crucial issue for private sports clubs. Accordingly, understanding the causal relationships of the determinants of enhancing brand equity in private sports clubs is essential.
Methods: The method of this research is mixed (qualitative and quantitative). In the qualitative section, the research strategy is grounded theory with an emerging approach, and in the quantitative section, it is interpretive structural modeling. The participants in this research consisted of experts in the field of marketing and sports marketing. A purposive sampling method was used for sampling, and based on this, 15 people were selected. The data collection tool in the qualitative section was a semi-structured interview, and in the quantitative section, it was a 10×10 square matrix. The qualitative data were analyzed with three stages of open, selective, and theoretical coding, and the quantitative data were analyzed with the interpretive structural modeling method and MICMAC analysis.
Result: The findings showed 10 general determinants related to enhancing brand equity in private sports clubs.
Conclusion: The results of this study demonstrated that enhancing brand equity in private sports clubs is a complex and multidimensional process, shaped by multiple factors operating at different levels. To effectively strengthen their brand equity, clubs must adopt a comprehensive approach that considers these factors and develop appropriate strategies tailored to each of them.
Miss Shabbo Salimi, Phd Rasool Norouzi Seyed Hossini, Phd Marjan Saffari,
Volume 100, Issue 100 (10-2020)
Abstract
Introduction
With the expansion of information and communication technology and its introduction into the workplace, the world has witnessed the close relationship between the application of information technology in organizations and the improvement of performance, as well as the better and faster achievement of organizational goals. Social media, especially Instagram, creates a space for users to express their opinions, allowing companies to contact users directly and without intermediaries, at the right time and with minimal cost. With an understanding of the importance of technology in sales, we analyze the factors affecting the sales of sports goods in the virtual space of Instagram.
Methodology
This research aims to provide suitable suggestions to companies active in the production and sale of sports products to increase their sales. It utilizes textual data from comments and captions on Instagram and examines and analyzes posts and user opinions regarding sports products (specifically two brands: Adidas and Majid). The analyses were conducted in two sections: the first section (captions) analyzed the methods and manners of the advertisements by the sellers of the brands' products, extracting their advertising patterns and techniques. In the second section (comments), user opinions on the products presented on Instagram were examined and analyzed. Text analysis (posts and user comments) and sentiment analysis were key components of the analysis. For analyzing user comments, data obtained from the Instagram API, including three key parameters: the user's name, the date and time the comment was posted, and the content of the comments, were evaluated.
Discussion
The research findings indicate that companies, sellers, and brands should have a very organized plan for advertising throughout all periods of the year. Continuous interaction and proper activity with social network users can also play a role in increasing the motivation of representatives across the country. The study emphasizes that user-generated content (comments) is an effective way to increase the connection between a brand and its audience. Therefore, user feedback must be used in the manner described (the method implemented for analyzing comments) to increase sales and user satisfaction. Additionally, the findings emphasize identifying and establishing relationships with users to maintain and increase customer loyalty, particularly those who post numerous comments on advertised products on Instagram, as they can be used as an advertising campaign for the brand. This study provides a suitable solution for the proper presentation of sports products and advertising on social networks to make the products more well-received.
