Sport Economics, Marketing and Tourism
Yaghoub Mohamadi; Alireza Elahi; Hossein Akbari Yazdi
Abstract
Objective: In today’s competitive world, neuromarketing plays a prominent role in the sports industry as an innovative and effective tool for gaining deeper insights into consumer behavior. By combining neuroscience and psychology, this approach helps event organizers and sports organizations make ...
Read More
Objective: In today’s competitive world, neuromarketing plays a prominent role in the sports industry as an innovative and effective tool for gaining deeper insights into consumer behavior. By combining neuroscience and psychology, this approach helps event organizers and sports organizations make smarter decisions in attracting fans, designing advertisements, and increasing public engagement. This study aims to review and analyze the content of research conducted in the field of neuromarketing in sports management. Methodology: Using content analysis of scientific documents, 25 articles published between 2014 and 2024 were reviewed. The search was conducted using relevant keywords in reputable databases, and the selected articles were analyzed based on methodology, authors, universities, and research tools.Results: The analysis reveals that the "Sports Management" journal has published the highest number of articles in this field. The Universities of Kurdistan, Allameh Tabataba'i, and Islamic Azad (Science and Research Branch) emerged as leading institutions. Over 50% of studies utilized EEG, while methods like eye-tracking and functional imaging saw more limited application. Additionally, three-author articles showed the highest frequency, with English-language citations dominating the references.Conclusion: The results suggest that neuromarketing research in sports management has mainly focused on EEG, while advanced neuroscience methods have been underutilized. Expanding interdisciplinary collaborations, investing in research equipment, increasing awareness among sports managers, and publishing articles in international journals can enhance the quality of research and expand this field.
Alireza Elahi; Yaghoub Mohamadi; Mahdie Zachegani; Hoda Khosravi
Abstract
Purpose: This paper aims at investigating the content of qualitative-based research on sport management published in scientific research journals indexed in the Islamic World Citation Database.Methodology: 166 qualitative articles published in scientific research journals approved by the Ministry of ...
Read More
Purpose: This paper aims at investigating the content of qualitative-based research on sport management published in scientific research journals indexed in the Islamic World Citation Database.Methodology: 166 qualitative articles published in scientific research journals approved by the Ministry of Science during the years 1390 to 1399 were analyzed. We use a coding checklist whose validity is confirmed by sports management experts. Also, the reliability of the checklist was obtained using the agreement coefficient between the coders of 88.50%.Finding: findings of this work demonstrate that majority of the articles employ the grounded theory(66/8%). furthermore, semi-structured interviews(56/6%) appear to be the most popular data collection method., purposive sampling(29/5%) open, axial, and selective coding(82/5%) seem to be the most popular ones. Also, in many of articles(41%), no data triangulation is reported. In addition, only in ten percent of cases, present suggestions and recommendation for future researchers.Conclusion: In recent years, an increasing trend for qualitative-based research in the sport management literature has been observed. Therefore, by highlighting the weaknesses and limitations of qualitative studies, solutions to improve future studies have been proposed.
