Dr Negar Gholipur, Dr Ebrahim Alidoust,
Volume 100, Issue 100 (10-2020)
Abstract
Purpose: This study identified and explained the factors affecting the dynamics of sports businesses in the post-corona era based on the structural interpretation model.
Method: The method of data analysis was divided into three stages. First, in the fuzzy Delphi method, with the opinion of twenty-six relevant experts, the most important factors affecting the dynamics of businesses were confirmed. Then Interpretive Structural Modeling (ISM) was used to classify components and create a hierarchical model. Mick Mac analysis was also used to determine how the factors were interrelated.
Findings: This study identified 14 strategies related to the dynamics of sports businesses in Iran. The model that was developed has five levels. Also, Mick Mac analysis showed that there were five independent variables, two dependent variables and seven link variables.
Conclusion: This study shows that the development of dynamic capabilities in sports organizations requires legal revision and improvement of governance performance. In addition, sports organizations must use digital technology, employee empowerment and comprehensive collaboration between different bodies to advance their capabilities.
Mr Seyed Mahdi Fareghi, Dr Nassrin Azizian Kohan,
Volume 100, Issue 100 (10-2020)
Abstract
A B S T R A C T
The aim of this research is to study and explore customer behavior and the relationships between sports good's consumers based on the results obtained from data mining, using the gathered information, and identifying profitable segments as the target market The research method is quantitative and its purpose is practical The target population of the study is online buyers of sports equipment After determining the variables based on the literature and designing a questionnaire derived from structural equation studies, and obtaining formal and content validity, and after collecting and screening the responses, a total of 300 samples were left for analysis based on thumb rule For reliability, validity, and data fit analysis, SPSS and Amos version 24 software were used, and for data mining, Excel and Weka 3.9.6 software were utilized. The results indicate that metropolitan cities, especially the capital, can be considered as ideal markets for the sale of sports equipment, and in preference among customers, employed and single people can be considered more profitable goals for marketers than unemployed or married people in the field of sports equipment, and women pay more attention to quality in choosing sports products than men, and men's priority in buying sports equipment is more reliant on the aspect of entertainment. |
Farhad Farzan Moghadam, Rasool Norouzi Seyed Hossini, Mina Mostahfezian,
Volume 100, Issue 100 (10-2020)
Abstract
To remain competitive in the sports industry, enhancing brand equity has become a vital issue for private sports clubs. Therefore, understanding the causal relations determining factors for enhancing the brand equity of private sports clubs are of great importance. The research method employed in this study is a mixed (quCausaltative and quantitative) approach. The quCausaltative part follows the grounded theory approach, while the quantitative part involves interpretive structural modeling. The participants in this research were marketing and sports marketing professionals and experts. Purposive sampling was used, resulting in a sample size of 15 individuals. The data collection instrument for the quCausaltative part was semi-structured interviews, and for the quantitative part, a 10×10 matrix was used.The quCausaltative data analysis was conducted through three stages of open, selective, and theoretical coding, while the quantitative data analysis involved interpretive structural modeling and MICMAC analysis. The findings revealed 10 main factors related to enhancing the brand equity of private sports clubs.
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.
Ruhollah Pouramini, Majid Khorvash, Elham Moshkelgosha,
Volume 100, Issue 100 (10-2020)
Abstract
Professional ethics in sports media plays a vital role in ensuring the accuracy, fairness, and accountability of sports news reporting, significantly shaping audience trust and the credibility of the media. The primary aim of this study is to propose a specialized model for news coverage in Iranian sports media, with a strong emphasis on professional ethics. Adopting Charmaz’s (2006) constructivist grounded theory approach, this qualitative research gathered data through purposive sampling, combined with the snowball sampling technique. In-depth, semi-structured interviews were conducted with 23 experts in sports management, communication, and media, with the sample size determined by theoretical saturation. Data analysis was facilitated using NVivo V.12 software for systematic manual coding. The findings suggest that the proposed professional model for sports media news coverage, grounded in professional ethics, comprises five key components: producing content with a localized focus, fostering effective interaction with the target audience, diversifying content and programming, continuously adapting to audience needs, and aligning content and language with audience preferences. This model emphasizes the importance of ethically accurate and truthful reporting of sports events, while also ensuring responsiveness to audience needs and feedback. Furthermore, it underscores the necessity of developing content that respects audience rights and reflects professional ethical standards. Key recommendations include expanding localized news coverage and organizing interactive events to enhance audience engagement.
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Volume 100, Issue 100 (10-2020)
Abstract
Introduction and Objectives: Mountain sports destinations have great attractions for tourists due to their special natural and physical characteristics, and one of the ways to contribute to sustainable development in these areas is the development of responsible tourism. The aim of the present study was to develop a responsible tourism development model in mountain-based sports destinations.
Methodology: The research method was qualitative, with a Grounded Theory approach and a semi-structured interview as the instrument. The research population included experts in the field of mountain sports tourism, including professors, faculty members, and researchers, and the sampling method was purposive. The validity of the interviews was confirmed by sports tourism experts and the reliability was confirmed by the two-coder agreement method (80 percent). The findings from 19 interviews were analyzed by coding and presenting a model in MAXQDA 2020 software.
Results: The findings showed that the causal conditions included the lack of smooth paths and guide signs, the culture of tourists and the local community, privatization, and security. Background conditions included lack of attention to carrying capacity, inadequate accommodation, catering and transportation infrastructure in these destinations. Intervening conditions included price instability, lack of waste management system and lack of rational policy making. Also, strategies included holding sports events, training and education of specialized human resources, increasing interactions and coordination between related organizations, local community-based planning and outcomes included improving facilities and developing the regional economy, observing the principles of sustainable development and preserving cultural and natural heritage.
Discussion and Conclusion: According to the findings, it is suggested that sports events in mountain destinations should be held with a focus on responsible tourism and local community-based planning should include training and hiring human resources.
Dr Ali Shah Hosseini, Dr Seyed Nasrolah Sajadi, Dr Hossein Rajabi,
Volume 100, Issue 100 (10-2020)
Abstract
This research aimed to design a personal branding model for elite individual athletes, drawing upon findings from previous studies. Employing a qualitative approach and Glaser constructivist grounded theory strategy, data were collected through in-depth, semi-structured interviews with 18 national and international champions and experts in sports marketing, selected via purposive sampling. Data collection continued until theoretical saturation was reached, and analysis was performed using MAXQDA 2022 software. The study's findings were categorized into three main axes: influencing factors, development strategies, and consequences of personal branding. Following an initial analysis of 251 propositions, 443 final frequencies were prepared for categorization. The research extracted four core concepts in personal branding and identified three main categories of influencing factors: "environmental factors," "individual athlete characteristics," and "athlete performance characteristics." In the strategies section, "enhancing individual capabilities," "striving for successful performance," and "branding education" emerged as prominent categories. Furthermore, the consequences of personal branding were categorized into "positive" (encompassing political, economic, individual, social, and athletic dimensions) and "negative" outcomes. Positive branding outcomes included economic benefits (revenue generation), individual growth (becoming a role model), social impact (increasing public awareness), and athletic advantages (enhancing sport popularity). Conversely, mismanagement could lead to negative consequences such as unethical attention or corruption. This study integrates these findings to offer a practical model for personal branding among individual athletes.
