Sajjad Haji Zadeh; Masoud NaderianJahromi; محسن NoghaniDokht Bahmani; Hamid Reza Mirsafian; Mahmood Rasouli Harzand; Hamid Janani
Volume 19, Issue 50 , March 2021, , Pages 149-172
Abstract
This study was conducted to examine various studies aimed at socializing via sports participation through a systematic review of the evidence. In this study, all published internal and external papers after 2000 related to socialization through sports participation were analyzed. In the initial search ...
Read More
This study was conducted to examine various studies aimed at socializing via sports participation through a systematic review of the evidence. In this study, all published internal and external papers after 2000 related to socialization through sports participation were analyzed. In the initial search of a total of 10938 research papers in internal and external bases, the articles that were included in the study were evaluated in terms of quality using the checklist, 42 articles were cited and categorized in the context of socialization through sports participation and entered the data analysis stage. The results showed most of the internal studies were centered on Tehran, and foreign studies were conducted with the focus of the United States, Turkey, Netherlands and Romania. The amount of attention to research on socialization has increased in internal papers from 1390 and in foreign articles since 2010. Many researchers have written their article according to the symbolic reciprocal viewpoint, and the largest statistical population of the research was the students. Research results showed that important factors such as family, school institution, systematic propaganda of public and private media, religious institution, government policies, available facilities and economic and social base in sporting system participation have been affected. Finally, it can be concluded that the absence of an appropriate pattern in the context of socialization through sport in internal and external studies is more than ever felt by many social groups that many scholars need to pay attention to this subject matter.
Zahra Amouzadeh; Mohammad Soltan Hosseini; Masoud Naderian Jahromi; Mehdi Salimi
Volume 19, Issue 48 , September 2020, , Pages 29-56
Abstract
The study is to investigate the effects of social media marketing on the brand equity of the clubs of the Iranian Premier Football League. Due to the purpose, the study is applicable and is considered a descriptive – survey one. The statistical population were the fans of the teams in the 17th ...
Read More
The study is to investigate the effects of social media marketing on the brand equity of the clubs of the Iranian Premier Football League. Due to the purpose, the study is applicable and is considered a descriptive – survey one. The statistical population were the fans of the teams in the 17th Iranian Football League (2017-2018), that had used the social media of clubs. A questionnaire was used to collect the data. Of the received questionnaires (1256), approved questionnaires (979) were chosen as the statistical samples. After confirming the content validity of questionnaires by the professors of marketing and media, their construct validity was verified by exploratory and confirmatory factor analysis. Using Cronbach's alpha, the reliability coefficient of brand equity questionnaire and marketing in social media were %89 and %95, respectively. In this research, descriptive statistics and inferential statistics including independent t-test, one-way ANOVA and structural equation modeling with Lisrel software were used. The results showed that except marital status, other personal characteristics (having a fan's card, age and degree of education) made a significant difference in the perception of the fans of brand equity. Also, the results indicated a positive and significant impact of social media marketing on the brand equity of the Premier League football clubs. Finally, it can be said that the use of the results of this study will help sports managers in the football industry to manage the team brand and develop strong and lasting relationships with fans in order to promote the brand equity of their clubs through social media.
