Sport Economics, Marketing and Tourism
Mehdi Salimi; Amir Hossein Labbaf
Abstract
Objective: The present study aimed to propose a comprehensive model of identity marketing in professional sports.Methodology: A mixed-methods design (qualitative–quantitative) was employed. In the qualitative phase, based on grounded theory (Glaser’s approach), data were collected through ...
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Objective: The present study aimed to propose a comprehensive model of identity marketing in professional sports.Methodology: A mixed-methods design (qualitative–quantitative) was employed. In the qualitative phase, based on grounded theory (Glaser’s approach), data were collected through semi-structured interviews with 17 university professors, experts, and sports marketing managers selected via theoretical sampling, and analyzed through open and selective coding. In the quantitative phase, the resulting model was validated and prioritized using the Analytic Hierarchy Process (AHP) and a researcher-made pairwise comparison questionnaire, with the participation of 12 experts in sports marketing selected through purposive and criterion-based sampling.Results: The qualitative findings led to the identification of 84 final concepts organized into several theoretical categories that explained the key dimensions of identity marketing from the participants’ perspectives. These categories included audience-brand identity formation, brand–audience interaction in the digital context, brand identity construction, and contextual enablers of identity marketing. The quantitative analyses confirmed and prioritized these categories in the final model, with audience-brand identity formation identified as the most significant factor in identity marketing in professional sports.Conclusion: The proposed model demonstrates that identity marketing in professional sports goes beyond traditional approaches and requires a deep understanding of the psychological, social, and symbolic connections between the brand and its audience. Focusing on strengthening audience identity, increasing digital engagement, and constructing a strong and coherent brand identity can lead to sustainable audience connections, greater loyalty, and active participation.
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.
