نشریه مطالعات بازاریابی ورزشی
سال چهارم شماره 2 (پیاپی 14، تابستان 1402)

Considering the importance of advertising through social media, which is one of the most basic elements of sports marketing, in order to influence the desire of customers of sports products, and sports marketers and manufacturers use it in the virtual space to introduce their products and services. and due to the lack of studies and research done in relation to the topic in question and the absence of a comprehensive theoretical framework that would explain the topic, and also due to the novelty of the research topic that has received less attention so far Such studies in this field as structural fields seem necessary to reach a strategy and related plans. As a result of this research, it has been compiled with the aim of designing an advertising model through social media in order to influence the desire of customers of sports products.

the method of this research, On the basis of the goal, Strategic, based on strategy, Combination And based on the path of execution, The data theory was based on the foundation. The statistical population in the qualitative section were all sports media management specialists, Advertising and sports marketers That's how it works purposive sampling of a landowner, elected. and the number 15 A personal interview Semi - structured Done. And in the little bit of the population, the athletes have six Sports field football, futsal, cycling, martial arts, Swimming, bodybuilding ages 15-55, living in It was the city of Kermanshah where 311 people were selected based on simple random sampling. The data collection tool in the qualitative section was a semi-structured interview and in the quantitative section was a researcher-made questionnaire derived from the qualitative data. The face and content validity of the questionnaire was assessed by 10 professors and sports experts, and the reliability of the instrument was obtained by Cronbach's alpha coefficient and reliability coefficient (more than 0.7). In order to analyze the data in the qualitative part, open, axial and selective coding and in the quantitative part, the structural equation model using the partial least squares (PLS) method has been used.

116 basic conceptual propositions with 15 categories, and 70 concepts in the form of 6 dimensions of paradigm model, including causal conditions (social media potential and customer orientation), main phenomenon (advertising through social media), strategy (customer acquisition and retention) , Contextual characteristics (performance improvement and development of advertising effectiveness); Intervention conditions (internal and external constraints) and consequences (development and economic beliefs). Social media facilitates the communication of customers with each other and with the company, and the information of sports products will be available to customers in a faster, more comprehensive and transparent manner, and also they can make their evaluation more quickly by checking the information. and finally decide to buy or not to buy. Also, customer retention is the financial necessity of any organization that provides its services in cyberspace, because a customer can go to other organizations that provide goods and services with just one click, so customer retention is very important. Based on this, it can be said that one of the factors that lead to the development of advertising through social media is paying attention to the use of the customer's point of view, better communication with the customer, creating two-way communication and the ability to communicate effectively and efficiently with customers. which needs more attention.

In this research, an attempt was made to design and develop an advertisement development model through social media using the foundational data theory method. Based on this, the final model of the research, consisting of 7 main categories (potential of social media, customer orientation, internal and external limitations, development of advertising through social media, improvement of performance and development of advertising effectiveness, customer attraction and retention, development and social beliefs economic), was identified in the form of 15 concepts. In this model, the development of advertising through social media was chosen as the main category, or the central phenomenon, which is a dependent variable influenced by various conditions, such as the effectiveness of social media, accessibility and customer orientation, individual factors, environmental factors. , culturalization, limitations of use and limitation of use. The results are consistent with Kim and Ko (2012) and Goody et al. (2016). Based on this, it can be said that, considering the speed of social media's influence on people and the possibility of changing their opinion regarding the customer's willingness to buy or not to buy a brand, these media become an information center for marketing, seeking to understand consumer buying behavior and Gaining an understanding of why customers hold certain brands is becoming. In explaining the results of the research, it can be said that, today, social media is a strategic and important tool for the development of brands. In this environment, there is extensive communication, and interaction with members and consumers at a small cost, to introduce and advertise goods and products. Social media offers companies, especially sports manufacturing companies, and customers new ways to communicate with each other. So that marketing activities in social media have created relationships with loyal customers, and have an effect on people's personal understanding of the company's products. which can have a positive effect to improve the role of the product brand, the company through social media pages, with more attractive advertising on the views and opinions of customers of its products. The importance of advertising development through social media as a central category as well as the category of improving the performance and effectiveness of advertising and attracting and retaining customers as an important and practical factor were other important features of this model.

The purpose of this research was to investigate the relationship between decision-making styles and social power of consumers of table tennis sports brands (comparison of domestic and foreign brands). The research method was applied from the point of view of purpose and correlational in terms of data collection, which was carried out in the field. In order to collect data, consumer decision-making styles questionnaires from Sproles and Kendall questionnaire (1986) and consumer social power questionnaire from Brill (1992) were used. The statistical population was all male and female buyers of table tennis sports products. The research sample was 382 customers. which were selected by available sampling method. In order to analyze the data, descriptive and inferential statistics (SPSS software version 25 and AMOS version 24) were used. The results showed that fashionable, hedonistic and loyal decision-making styles had a significant negative effect on the social power of consumers and based on the coefficient of determination, 43.9 percent of the variance The total amount of changes in consumers' social power is related to hedonistic, loyal, and fashion-oriented styles. Also, the results of the ANOVA test showed that brand-oriented, hedonistic, price-oriented, careless, and confused decision-making styles are different in men and women. There was a significant difference between the social power of male and female sports consumers. Therefore, it is suggested that domestic sports brand managers should increase quality, appropriate pricing, recognize the needs of sports consumers, interact and coordinate more with their sellers, expand online sales, and produce their sports products in line with global standards of sports products and with extensive advertising. and inclusive of creating awareness about your brand in the mind of the consumer can create more sales and reduce the regret of the purchase.

The income from the presence of spectators in the stadiums is one of the primary incomes of football teams. To increase this income, more spectators must enter the stadium. The physical quality of stadiums, such as cleanliness and hygiene, accessibility, safety, entertainment, parking, etc., is one of the most important factors that encourage spectators to watch live sports events. Therefore, knowing the impact of the physical quality of stadiums on the behavior of spectators is considered important for clubs and managers who intend to increase income. Therefore, in this research, the effect of the physical quality of football stadiums on the behavioral tendencies of the spectators has been investigated. The statistical population of the research included all the spectators of the premier football league matches; 325 people were selected by simple random sampling, and finally, 294 correct questionnaires were returned. The information was collected through a researcher-made questionnaire, which was obtained through interviews with experts (academic faculty members and sports managers) and library studies. The face and content validity of the questionnaires was confirmed by using the opinions of sports experts and sports management professors (10 people) after applying their corrective opinions. The internal reliability of the questionnaire items was also reported by the researcher in an experimental study using Cronbach's alpha method for the stadium characteristics questionnaire (0.97) and satisfaction questionnaire (0.87) and for Willingness to return (0.88) and after ensuring The validity of the questionnaires was used using SPSS software in the descriptive and inferential statistics section, as well as Amos software to draw path analysis. The results showed that the characteristics of the stadium have a positive and significant effect on satisfaction; Also, the characteristics of the stadium have a positive and significant effect on the Willingness to return of spectators. In addition, satisfaction has a positive and significant on willingness to return. Finally, it is possible to confirm the mediating effect of satisfaction in the relationship between the characteristics of the stadium and Willingness to return at the 95% confidence level. Therefore, according to the importance of the presence of spectators in stadiums, sports managers should periodically assess the needs and evaluate the satisfaction of the spectators as well as the quality of the stadiums, and by removing the shortcomings, witness the maximum attendance of the spectators

The purpose of this study was to investigate the effect of marketing capabilities on creating competitive advantage for sport clubs in the days of the COVID_ 19 pandemic. The research method was correlation with the SEM approach. The statistical population was the customers of bodybuilding sport clubs in Tehran, of which 411 people were selected by cluster-random sampling. In order to collect data, Atuahene‐Gima (1993) and Porter's Competitive Advantage Questionnaire (2002) were used. In data analysis, descriptive statistics (frequency tables and graphs) and inferential statistics (Pearson correlation and path analysis) were used. The results showed that there is a significant positive relationship between marketing capabilities and competitive advantage of clubs in the days of the COVID_ 19 pandemic. Also it was found that the marketing capabilities of 76% of the total variance explain the changes in the competitive advantage of sport clubs. The results of this study emphasize the strengthen of indicators such as promotion activities, customer service, distinctive service, marketing research, customer relationship in sport marketing policies in order to achieve competitive advantage in the days of the COVID_ 19 pandemic, especially sustainable and homogeneous competitive advantage.

The aim of this study was to investigate the effect of sports motivation on the perception of fan behavior mediated by the quality of the relationship in karate athletes in Alborz province. This research is descriptive and correlational in terms of research method and method, based on structural equation modeling and applied in terms of purpose. The statistical population of this study is the number of karate athletes in Alborz province, whose number is infinite due to different sports styles in the field of karate. The sampling method was proportional to the number of research variables in structural equations according to the condition of 5 to 10 subjects for each item and observing at least 200 subjects, but to prevent sample drop (suggested by Julius et al.) 237 questionnaires by non-random quota sampling method. It was provided to the respondents. Data collection tool was translation of Pike et al. (2020) questionnaire, which confirmed the validity and reliability of this questionnaire. SPSS and Lisrel software were used to analyze the data. Findings showed a positive and significant effect of sports motivation on relationship quality (t.value = 7.16, β = 0.57), sports motivation has an effect on fans' perception of behavior (t.value = 5.37, 0.47) b) was. Specifically, the mediating role of relationship quality in the effect of sports motivation on the perception of fan behavior was confirmed. The model of the mediating role of relationship quality in the effect of sports motivations on the perception of fan behavior in karate athletes in Alborz province had the necessary fit. By having sports motivation and strengthening its components, by raising the strengths in human personality, the quality of relationship and communication with others can be improved.

This study aimed to design a model for the impact of guerrilla marketing on attracting the customers of sports stores in Yazd Province, Iran. Utilizing an exploratory, mixed-methods research design, this study was thus performed in accordance with inductive-deductive reasoning. The statistical population comprised of the university professors and managers of the sports stores in Yazd Province, Iran, selected by snowball sampling until theoretical saturation occurred (N=12). The data collection tools included interviews and questionnaires. During the qualitative phase, the main categories (themes) and subcategories (subthemes) of the guerrilla marketing tools were initially isolated using thematic analysis. Afterward, the given tools were prioritized with the fuzzy Delphi method. Ultimately, the impact of the guerrilla marketing tools on attracting the customers of sports stores was simulated in the quantitative phase, through agent-based modeling. The data analysis was carried out during the qualitative phase via MAXQDA 20 and Microsoft Excel, and that was completed in the quantitative phase by the use of AnyLogic. With reference to the study results, 36 primary codes, eight subcategories (sub-themes), and four main categories (themes), namely, cultural tools, human tools, technology tools, and customer attraction tools were identified, and then the cultural tools were acknowledged as the most effective ones. Besides, the simulation results demonstrated that the proposed model could provide the proper estimate of the future of attracting the customers of sports stores in Yazd Province, Iran. Along with the study results, the managers of sports stores are suggested to reflect on the guerrilla marketing tools identified here in order to attract more customers.

The purpose of this study is to identify the marketing strategies of the Fencing Federation of the Islamic Republic of Iran based on the 7Ps model. This study uses a qualitative research methodology as adopted by strategy-based research and falls into the category of applied research. In this research, a marketing strategy plan was developed for the Fencing Federation of the Islamic Republic of Iran by reviewing expert opinions and upstream documents, and by analyzing related matrices. In this line, the 7Ps marketing mix was considered, which include Product (or service), Price, Promotion, Place, People, Process and Physical environment. The statistical population of the research was selected to form a group of experts based on the purposive sampling method, thus comprising of experts in the field of developing strategic marketing plans and executives consisting of the president of the Federation, vice-president of the Federation, vice-president of the Women’s Department, the general secretary of the Federation, a member of the board of the Federation, the international relations director, the representative of athletes and national teams, the representative of the coaches' committee, the representative of the referees' committee, the legal advisor, the public relations officer, the senior advisor, the coach, the ceremonies officer, and the treasurer. The study data was collected by reviewing documentary and library studies, and conducting semi-structured interviews and questionnaires. Internal and external analyses were used to identify strengths, weaknesses, opportunities and threats. Based on the SWOT analysis, a total of 19 strategies were identified including 3 strategies related to the product dimension, 3 strategies related to the price dimension, 4 strategies related to the dimension of promotion, 2 strategies related to the dimension of place, 2 strategies related to the dimension of people and human resources, 3 strategies related to the dimension of the process of offering goods/services, and 2 strategies related to the dimension of the physical environment. Then, the pertinent strategies were sorted by determining the strategic significance of each dimension and according to its position in one of the four areas (i.e., ST, SO, WO, WT). A notable point to consider with regard to marketing in sports organizations, which managers should recognize, is that marketing in a sports organization, particularly one that is focused on the Olympics games, tends to be leaned more toward the community than profit-making, due to the values that promote fair play and friendship. For this reason, the marketing particulars of every sports organization should be specific to that organization. As a result, this study adopted the "strategic marketing" approach to explore the organizational environment of the Fencing Federation, its stakeholders, and the existing structures in its internal and external environments.