نشریه مطالعات بازاریابی ورزشی
سال پنجم شماره 4 (پیاپی 20، زمستان 1403)

AbstractThe purpose of this study is to investigate the effect of Internet marketing mix on the intention of customers to buy sports products online with the role of moderator of online shopping anxiety. The present study is an applied research in terms of purpose and quantitatively strategically and in terms of correlation implementation path, field data collection and prospective time. In the present study, the statistical population was the customers of reputable foreign sports brands (Adidas, Nike, Puma, etc.), in which 360 people were selected as the research sample and were selected by available sampling method and voluntarily. According to the objectives of the study, the appropriate tools for this study was a questionnaire; For this purpose, to collect data related to the Internet marketing mix, a questionnaire of 42 questions by Kasumawati et al. (2014), which consists of 7 components (price, product, promotion, site, customer service, personalization, security) used. Also, Danes and Wei (2005) 5-question questionnaire was used to measure the variable of online shopping intention, and finally, Nagaro Gandotra (2016) questionnaire, which consists of 5 questions, was used to measure the variable of online shopping anxiety. Confirmatory factor analysis and mediating the effects and mediating role of the research were analyzed at 5% error level using 25 SPSS and Smart PLS 3.2.9 software. The results showed that the internet marketing mix has a positive and significant effect on online shopping intention, also online shopping anxiety has a moderating role between the effect of internet marketing mix on online shopping intention.

Digital marketing, by using new technologies and digital channels, plays a significant role in the sports industry and leads to increasing public awareness, promoting sports activities, and accelerating economic growth. This research aimed to identify and analyze prominent concepts in the field of digital marketing and sports. A combined approach of quantitative and qualitative analysis was employed. Initially, articles related to keywords in digital marketing were collected using Publish or Perish software and Google Scholar database. Inappropriate articles were excluded, and textual data from selected articles were analyzed. Using the method of words cloud analysis, frequently occurring and substantial keywords in each category of articles were identified. The results indicated that concepts such as customer, social, industry, tourism, and brand are among the emphasized topics in digital marketing, whereas concepts like club, social, and competitive are highlighted in articles related to sports and digital marketing. This research could generally contribute to improving the effectiveness and efficiency of digital marketing strategies in the sports industry and help enhanced performance and profitability in this domain. Additionally, it assists researchers in identifying more optimal paths for future research.

Not controlling uncertainties can lead to various problems and risks for leading sportswear brands in the future. Therefore, it is necessary to manage them through future-oriented foresight methods. Hence, the purpose of this future study was to investigate the influential forces on sportswear brands in Iran with an emphasis on uncertainties in the horizon of 2035. This research utilized a qualitative-quantitative data collection method and employed a future study approach. The participants of this study included stakeholders in the sportswear brand domain (manufacturers, distributors, brand marketers, and sportswear brand creators). In the qualitative section, participant selection was carried out using purposive sampling and theoretical saturation, where 18 participants were interviewed. In the quantitative section, the sampling method was criterion-based, and based on the criteria chosen by the research group, 10 out of 18 participants were selected in the first stage as the strategic council for further work. For qualitative data collection, semi-structured interviews were conducted, and for quantitative data, a 51×51 matrix was utilized. To evaluate the validity and reliability of the results, the credibility, transferability, conformability, process audit trail, and within-subject agreement strategies were executed. The findings illustrated that out of a total of 51 external and internal influential forces on sportswear brands in Iran, four forces, namely international competitiveness, access to raw materials, production capacity, and distribution network uncertainties, are the pivotal uncertainties facing sportswear brands. Therefore, the stewards of sportswear brands need to consider the impact of these forces in their planning and goal-setting, as they play the most significant role in shaping the future of sportswear brands in Iran.

Identifying indicators affecting strategic entrepreneurship is very important considering the rapid growth of sports tourism and its role in sustainable economic and social development. Golestan province, with its rich natural and cultural capacities in this field, can benefit from the advantages of strategic entrepreneurship. Therefore, this research was conducted with the aim of identifying indicators that are effective on strategic entrepreneurship in the sports tourism industry of Golestan province, in 1403, using qualitative methods and thematic analysis. The statistical population of this research included experts, university professors and experts in the field of sports marketing, entrepreneurship and sports tourism. The non-random sampling method was purposeful and finally 13 people were selected as a sample and interviewed. The reliability analysis of the interviews showed that the agreement between the two coders is about 80%, which is acceptable for the reliability of the data analysis. The research findings showed that factors such as strategic planning, human resource management, marketing and advertising, infrastructure development, government support, innovation and technology, international cooperation, sustainable development, risk management, and customer experience are among the key factors that contribute to the development of strategic entrepreneurship. They help in the tourism industry. The innovation of this research is in the identification and comprehensive analysis of indicators affecting strategic entrepreneurship in the field of sports tourism in Golestan province, which, by using the qualitative approach and thematic analysis, provides a native and practical framework for the development of entrepreneurship in sports tourism. This framework can help policymakers and sports tourism industry activists in formulating effective strategies, promoting regional competitiveness and regional productivity.

The present study was conducted with the aim of explaining the pattern of positive leadership strategies' impact on explaining innovative behaviors with the mediating role of sports entrepreneurship. The research is applied in terms of purpose and descriptive-correlation in terms of data collection. The statistical population was 320 managers and employees of the General Department of Sports and Youth of Kermanshah province, and 175 people were selected as a sample according to Cochran's formula. The research tools were standard questionnaires: Cameron's positive leadership (2008), Eskanderzadeh et al.'s innovative performance (2015), and Peters et al.'s (2018) entrepreneurial tendency questionnaire. In this research, PLS statistical software, structural equation method and confirmatory factor analysis were used to analyze the data. The results showed that positive leadership strategies on innovative behaviors with an impact factor of 0.32 and a critical value of 3.94, positive leadership strategies on sports entrepreneurship with an impact factor of 0.62 and a critical value of 10.48, and sports entrepreneurship on innovative behaviors with a coefficient The impact of 0.52 and the critical value of 6.73 have had a positive and significant impact. Also, the results of the Sobel test showed that the Z-value is 10.899, which is more than 1.96, which confirms the effect of positive leadership strategies on innovative behaviors with the mediating role of sports entrepreneurship. Finally, using positive leadership strategies and encouraging innovative behaviors among managers and employees can have a significant impact on the development and creation of sports entrepreneurship.

The aim of the current research was to design a simulation model for the development of the presence of spectators in the stadiums of the Premier Football League of Iran. The current research was exploratory in terms of its purpose and the research method was mixed (qualitative-quantitative). In the qualitative part, the statistical population included university professors and managers of Premier League clubs, and in the quantitative part, it included professors from the country's universities in the field of sports management. In the qualitative part, sampling was done by snowball method until reaching theoretical saturation (N=15) and in the quantitative part by judgment method (N=30). The measurement tool in the qualitative part was interview and in the quantitative part, fuzzy Delphi questionnaire. In the qualitative section, using the thematic analysis method, the effective factors on the development of spectator attendance in stadiums were identified, then in the quantitative section, the identified effective factors were prioritized using the fuzzy Delphi method, and finally, the criteria obtained from the qualitative analysis of the research using It was simulated using the factor-based modeling method. Data analysis led to the identification of 38 primary codes, 10 sub-themes and 4 main themes (management, infrastructural, marketing and motivation) and the management factor was recognized as the most influential factor and results also showed that at the end of the simulation period, the future development of spectator attendance in stadiums was estimated at 80 percent, and all necessary validations were performed for the full simulation, which validated the results with 140 tests. According to the findings of the present study, it can be concluded that the application of the identified factors can be effective in developing spectator attendance in the stadiums of the Iranian Premier League and can be used in the policies and actions of the relevant authorities.

Today, the effort to reduce customer churn in the sports industry has been expressed as a strategic tool in the development of customer relationships. The aim of the current research was the effect of deep online recommendation factors on consumer wandering with the mediating role of cognitive absorption perception in athletes consuming sports products. The method of descriptive-correlational research is structural equations and it was conducted in the field. The statistical population of the research included customers of online sports products. The sample size was determined based on the structural equation method (10 people per item) of 180 athletes from Tehran. The available sampling method was used. To measure the variables, three online recommendation questionnaires by Ye Teng (2012) with 3 items, Wang and Benbast (2010) with 4 items, Barton and Joynes (2006) with 5 items, and Webster and Ayoja's (2006) consumer wandering questionnaire were used. It was used with 6 items. The results showed that deep online recommendation factors have a significant effect on consumer wandering with the mediating role of cognitive absorption perception in sports product consumers (β=0.76). Therefore, it is suggested that the sellers of sports products should pay special attention to the online product dealers in a virtual way and reduce their wandering when purchasing the product as much as possible by providing useful information to the customers.