Zahra Alam; Mir Hassan Seyyed Ameri; Mohammad Khabiri; Mojtaba Amiri
Volume 19, Issue 48 , September 2020, , Pages 9-28
Abstract
The study is to investigate the factors affecting the social media marketing of Iran's pro league football clubs. The research method was qualitative and administered by using a grounded theory approach. Data was collected through interviews (n=19) which were conducted with top managers in football and ...
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The study is to investigate the factors affecting the social media marketing of Iran's pro league football clubs. The research method was qualitative and administered by using a grounded theory approach. Data was collected through interviews (n=19) which were conducted with top managers in football and media, faculty members with a focus on sport marketing, marketing and IT executives in league organization, media and marketing executives in football clubs, and social media experts that selected by judgment sampling. The internal validity was confirmed by providing feedback to the interviewees. In order to determine the reliability, Kappa coefficient in both initial and final coding stages were 0/769 and 0/768 respectively. Data were analyzed according to the open, axial and selective coding. The findings indicated that there were 64 effective factors in the marketing of social media marketing. These labels were categorized into nine concepts: structure, football nature, management, social media, communication and information technology, culture and society, legal and legal issues, economics, government and politics, and professional factors related to the sports industry. The Current limitations of social media marketing in football clubs have occurred under various situations. It is far from desired situation. According to the findings, executive strategies are being considered that can lead club managers to develop social media marketing clubs and achieve a desirable situation.
Karim Zohrevandian; Hashem Koozechian; Mohammad Ehsani; Mojtaba Amiri
Volume 17, Issue 39 , June 2018, , Pages 169-186
Abstract
The study aim was Structural Equation Modeling of marketing capabilities in football Premier League clubs. Research method is mixed with grounded theory method. The Population included marketing managers in clubs, federation and league organization, and faculty members who were expert in sport marketing. ...
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The study aim was Structural Equation Modeling of marketing capabilities in football Premier League clubs. Research method is mixed with grounded theory method. The Population included marketing managers in clubs, federation and league organization, and faculty members who were expert in sport marketing. Qualitative phase participants were selected by Judgment Sampling; and in quantitative phase, was selected by Convenience Sampling. To collecte the data, depth interview (18 samples) was used. Primary codes were 792 that after summarizing codes, they decrease 184 codes and were converted with 16 Axial codes. These codes were classified to 4 groups included football institutional, infrastructure, strategic and operational capabilities. Then, questionnaire designed with 68 items and its face and content validity was confirmed by the experts ideas; and the construct validity was confirmed by confirmatory factor analysis and reliability confirmed by Cronbach's alpha (%88/8). Collected data from the questionnaires were modeling by LISREL software. The quantitative results also showed football institutional capabilities have significant effect on infrastructure marketing capabilities (effect coefficient=0/84, T=6/47); and infrastructure capabilities have significant effect on strategic capabilities (effect coefficient =0/89, T=3/38); and strategic marketing capabilities have significant effect on operational marketing capabilities (effect coefficient=0/92, T=2/65). Given the importance of marketing, Clubs should identify their capacity and use all these capabilities for marketing and customer acquisition. The proposed model can be used as a tool for identification of football marketing capabilities and Conversion Factors of these capabilities to function, that logical and systematic manner to do marketing, and gaining income and financial independence Club, and solve problems.
Farzad Nobakht; Mohammad Ehsani; Hashem Koozehchian; Mojtaba Amiri
Volume 14, Issue 28 , September 2015, , Pages 25-37
Abstract
This study is to analyze the contextual success factors of small and medium enterprise in Sports in Iran.
The research method is field-descriptive, that carried out using a Persian self-designed questionnaire with acceptable validity and reliability. The statistical population and sample of this research ...
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This study is to analyze the contextual success factors of small and medium enterprise in Sports in Iran.
The research method is field-descriptive, that carried out using a Persian self-designed questionnaire with acceptable validity and reliability. The statistical population and sample of this research include sport SMEs in Iran (n=306, N=1500). Data gathered using distribution questionnaire among company executives and analyzed with factor analyze.
The study discloses that marketing, Business plan, Government support, networking, Entrepreneurial readiness, technology, legality, information access and capital access are important factors in sport business success.
The results suggest that the owners of these businesses should pay more attention to the perfect business plan, improve marketing activities, networking, using of government support, technology development and entrepreneurship levels. Government agencies and universities should also be prepared to give assistances in those fields. Improving legality can be helpful to Simplification of bureaucracy.