نشریه مطالعات بازاریابی ورزشی
پیاپی 2 (تابستان 1399)

The method of this research is applied in terms of purpose and descriptive-survey in terms of nature and method. The statistical population of the study was the faculty members of the university and the organization of the Premier League. This research was conducted in two stages. Thus, in the first stage, in order to identify the stages of football development, 10 semi-structured interviews were conducted with experts and specialists active in the organization of the football league and the field of sports management. Using content analysis, 30 sub-codes and 5 main codes were identified. Then 30 factors in the form of a questionnaire entered the second stage. In the second stage, the fuzzy Delphi technique was used in two stages to reach a group agreement between the experts and the screening of the findings of the first stage. Based on the results, five levels of development were identified as indicators of financial, organizational, competitive, performance and human resource development. Paying attention to these factors and its sub-sections can guide the managers and planners of the league in order to develop professionalism in the Iranian Football Premier League.

The research method was descriptive survey which was done by field method. The statistical population of the study included all consumers of sports brands and the statistical sample was selected based on a sufficient number for modeling in Smart PLS software 10 to 20 times the dimensions of the research item (410 = 10 * 41). Research tools included Green Marketing Questionnaire, Social Responsibility Questionnaire, Brand Preference Questionnaire and Customer Behavioral Intent Questionnaire. Confirmatory factor analysis and path analysis in Smart PLS software were used to evaluate the construct validity and analyze the main hypotheses. The results showed that green marketing has a direct and significant effect on social responsibility, brand preference and behavioral intentions and an indirect effect on behavioral intentions through both mediating social responsibility and brand preference. Therefore, it can be said that although green marketing directly increases the positive behavioral intentions of customers, but interventions such as observing social responsibility towards customers and preferring the green brand of customers to other brands, increase its effect.

Various factors affect the demand of spectators to participate in the matches of the football teams of the Premier League of East Azerbaijan Province; Therefore, in order to investigate these factors, among all the fans of the three teams of Tractor Manufacturing, Steel Development and Machine Building, 384 people completed the revised questionnaire by Byon, Zhang & Connaughton (2010) based on Morgan table. Structural equation modeling method in PLS software was used for confirmatory factor analysis of dimensions. The results showed that all seven factors of match schedule, host and guest team characteristics, information, general football characteristics, financial and physical considerations and ethnic identity had a significant effect on the market demand of East Azerbaijan Football Premier League teams. Therefore, it is suggested that league management and football clubs pay more attention to game quality, league management and match schedule to attract spectators and increase market demand.

The main purpose of this study is to investigate the factors that affect the acceptance and application of e-marketing in sports tourism. The statistical population includes the staff of travel agencies, the staff of the hotel reservation and marketing department, and the members in charge of the marketing duties of the mountaineering, sailing, swimming and cycling sports delegations. According to Cochran's formula, the number of sample members is 265 employees who have used at least one of the e-marketing methods in sports tourism marketing. Research data were collected using a researcher-made questionnaire by simple random sampling. Cronbach's alpha coefficient, factor loads and combined reliability were used to measure the reliability of the study, and the mean of variance and Fornell-Larker criterion were used to measure the validity. SPSS22 and Smart PLS2 software were also used for data analysis. Findings showed that organizational factors, environmental factors, technological factors, ease of use and perceived comparative advantage have a positive and significant effect on the acceptance and application of e-marketing and among these factors, perceived ease of use has the greatest impact on acceptance. And has the use of e-marketing.

The present research is descriptive-applied in terms of methodology. The statistical population of the present study included all customers of Baharestan Passage sports stores in Tabriz who bought sports products at the time of the research. The statistical sample was selected through Cochran's table of 384 customers and finally 380 questionnaires were returned completely and legibly and reviewed. The research tool is a researcher-made questionnaire which was prepared in the form of 7 factors of 26 questions based on the study of comprehensive sources. In order to determine the validity of the questionnaire, 12 professors of sports management were used and the desired corrections were made. In order to assess the reliability of the questionnaire, the Cronbach's alpha coefficient of 0.87 was obtained and accepted. The results showed that from the perspective of sports shop customers, 7 factors were identified as factors of sports shop customers' satisfaction. Finally, the values ​​of factor loads showed that due to the inadequacy of validity, 12 items of the questionnaire were omitted in the analysis of the final research model. Also, the main fit indicators showed that the model has a good fit and the model of customer satisfaction of sports stores was designed, which is in line with the proposed conceptual model.

The present study was a descriptive correlational study according to the applied purpose. The statistical population of the study consisted of all fans of Iranian Premier League clubs. A sample size of 200 fans of Iranian Premier League clubs was selected by availability. The research instrument was a semi-researcher-made questionnaire whose reliability was determined to be 0.92. First-order confirmatory factor analysis was used to determine the validity of the structure. Path analysis in Amos software was also used to identify the relationship between variables. The results showed that positive emotions lead to satisfaction and support. Satisfaction also leads to support (0.260) and finally support causes the behavioral intentions of fans (0.305). It is suggested that due to the nature of football and the uncertainty of a team's success in the league, pre-season advertising posters should be designed with promising and successful slogans and full of emotion in order to evoke the emotions of the fans. To increase the chances of selling tickets for the whole season.

This research is applied based on purpose and correlation in nature and has been done by survey method. The statistical population of the study was the customers of sports stores in Semnan province. The statistical sample size was 251 people and was available. Data collection tools were social media marketing questionnaires Mehrabi & et al, (2014), customer equity Hamidizade & et al, (2015) and repurchase intention Dorwasola, (2004) and Rajetgera, (2011). The face and content validity of the questionnaire was confirmed by experts. The reliability of the questionnaires was estimated to be 0.89, 0.84 and 0.84 using Cronbach's alpha test, respectively. The results showed that social media marketing activities have a positive and significant effect on customer equity and repurchase intention; Customer equity has a positive and significant effect on purchase intention and social media marketing activities indirectly have a positive and significant effect on repurchase intention through customer equity. Therefore, it can be said that social networks provide an opportunity to promote the store and the products of the stores.