Samira Zamanian Yazdi; Hadi Bagheri; Reza Andam
Abstract
Objective: The present study investigated the motivational factors of sports fans for participation in the virtual pages of football clubs. Methodology: This research is an exploratory kind of mixed method that was performed in two qualitative and quantitative parts. In the qualitative part, along with ...
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Objective: The present study investigated the motivational factors of sports fans for participation in the virtual pages of football clubs. Methodology: This research is an exploratory kind of mixed method that was performed in two qualitative and quantitative parts. In the qualitative part, along with the analysis of the existing literature, 20 interviews were conducted with social media experts, sports marketers, and active sports fans on the clubs' websites, Instagram pages, and the Telegram channel, which resulted in the extraction of nine factors motivating virtual participation. In the quantitative part, using interpretive-structural modeling, the levels and relationships between the factors were determined and analyzed in an integrated manner. In this part, using the pairwise comparison questionnaire, the opinions of 14 active fans on the mentioned virtual pages were collected. These fans were selected by purposive sampling.Results: By analyzing the questionnaires, motives for fans’ participation in the clubs’ virtual pages were categorized into six levels: 1) entertainment; 2) income and reward; 3) empowerment; 4) identification, solidarity and social interaction, and supporting the club; 5) brand interest and demanding; 6) gaining information.Conclusion: Focusing on the virtual behavior of the fans, the present study shows another way to develop the clubs' relationship with their fans and expand their fan base, which is based on the importance and position of the fans' motivations for participating in the virtual pages.
Hoda Darboy; Hadi Bagheri
Abstract
Objective: The purpose of this study was to investigate the factors causing match-fixing in Iran sports.
Methodology: This research was developed-exploratory that was done using qualitative content analysis method. The participants in the research were 9 sports management researchers, club/national ...
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Objective: The purpose of this study was to investigate the factors causing match-fixing in Iran sports.
Methodology: This research was developed-exploratory that was done using qualitative content analysis method. The participants in the research were 9 sports management researchers, club/national team coaches, professional athletes, and sports journalists who knew about the phenomenon of collusion that were selected purposefully. With the theoretical saturation of the data, the sampling ended. Data collection was done using semi-structured interviews. The interviews were analyzed in three stages included open coding, combining codes and categorization.
Results: The result of data analysis was the identification of 10 factors causing collusion in sports, which were categorized into three categories: "sports-related factors", "key actors’ relationships" and "management factors".
Conclusion: According to the results, the fight against match-fixing requires the establishment of regulatory structures and the development of deterrent laws that both enhance the professional commitment of key sports actors and improve their financial situation.
Javad Adabi Firouzjah; Hossein Alimohammadi; Atefeh Adeli; Hadi Bagheri
Abstract
Objective The main purpose of this study was to examine the relationship between the credibility of consumers of non-sport products based on the role of sports celebrity endorsers with trust, re-purchasing and loyalty.Methodology :This study was conducted as a survey of applied research. The research ...
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Objective The main purpose of this study was to examine the relationship between the credibility of consumers of non-sport products based on the role of sports celebrity endorsers with trust, re-purchasing and loyalty.Methodology :This study was conducted as a survey of applied research. The research sample consisted of 400 consumers of non-sport products in shopping centers and stores in Isfahan which were selected as available. The measuring instrument consisted of Kurdlo et al. (2015) questionnaire for trustworthiness of advertising, questionnaire on product trust and re-purchase and customer loyalty questionnaire.The face and content validity of the questionnaires were confirmed by a survey of several sports management experts and its reliability using Cronbach's alpha. (Cronbach's alpha is ./91, ./70, ./75 , ./88). The data were analyzed using descriptive statistics (central tendency and dispersion indices) and inferential (structural equation test) and analyzed by SPSS and Lisrel software.Results:The findings showed that the product information had the most impact on the non-sports product advertising and the advertising of non-sport products by sports endorsers from the point of view of customers affects the trust in products.Conclusion:Based on the findings, non-sport product producers can be used to advertise their products in order to attract more consumer confidence from sports endorsers.
Hadi Bagheri; Hashem Kozechian; Mojtana Amiry; Mohammad Ehsani
Volume 5, Issue 2 , January 2017, , Pages 91-107
Abstract
Objective: This study aimed to analyze the endorsement of Iranian athletes.Methodology: This study was administered by using a grounded theory approach. Interviews (n=29) were conducted with famous athletes and coaches, legislators, and experts that selected by judgment sampling. Data were analyzed according ...
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Objective: This study aimed to analyze the endorsement of Iranian athletes.Methodology: This study was administered by using a grounded theory approach. Interviews (n=29) were conducted with famous athletes and coaches, legislators, and experts that selected by judgment sampling. Data were analyzed according to the open, axial and selective coding by using of Atlas.Ti software.Results: through the three coding phase, categories and sub-categories of athletes endorsement were identified and related to each other as follows: Causal conditions (individual and social factors, business-related factors, professional factors of sports industry, and media-related factors); Intervening and context condition (sociological factors, institutional factors, economic and trade-related factors, and media-related factors); Action strategies (governance actions, socio-cultural actions, sports organizations’ actions, commercial contract-related actions, media-related actions); and Consequences (social, national economy, professional, marketing and media consequences). Finally, coding paradigm described and theory was created.Conclusion: Current limitations of Iranian athletes’ endorsement have occurred under various situation. It is far from desired situation that may have undesirable consequences. However, it can be achieved desired situations by using practical strategies that may lead to considerable outcomes.
