Showing 63 results for Sports
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.
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.
