SPORT MARKETING STUDIES
Year:2021 | Volume:1 | Issue:4|Papers Count:7

Every research requires a valid tool. In the field of spectators and sports fans, one of the most widely used tools is a questionnaire. These questionnaires must have the necessary validity and reliability in order to be able to trust the results obtained from them. The purpose of this study was to determine the validity and reliability of the Persian version of the emotional experiences of sports fans questionnaire. The methodology of this study is descriptive-survey, and by purpose, it is a type of applied research. Sample size estimation based on power performed using SPSS Sample power software. Indices such as first and second-order confirmatory factor analysis used to evaluate the validity and reliability of the tool. Also, maximum shared variance (for discriminant validity), average variance extracted (for convergent validity), Cronbach's alpha, and combined reliability (for estimating internal consistency and component reliability) used; that the results of all indices showed the desired evaluation of the instrument in the sport context. In other words, empirical data supported the theoretical model of research. In this research, the structural model test derived from the mentioned validated tools tested, and the results of this test were goodness of fit. Therefore, it suggested that researchers active in sports science use the Persian version of the questionnaire as a suitable tool to study and evaluate the emotional experiences of sports fans.

To conduct this research, the electronic version available in 15 sports scientific-research journals during the years (1387) to (1397) was collected and 115 articles were reviewed. The method used in the research was content analysis. Descriptive statistics (tables and graphs) were used to analyze the data by Excel software. The results showed; Brand equity and related sub-categories, including brand loyalty and associations, account for 40. 87% of all articles. On the other hand, identity and one of its main subsets, namely brand personality, with 17% of other popular research related to the brand is considered. Also, personal brand or its newness is relatively good compared to other areas of the brand with 9% of articles published. Finally, the dominant method in brand research in sports is the quantitative method with an approximate share of 78%. The number of 115 articles in 10 years does not show an acceptable quantity. It is something that should be on the agenda.

The research method was descriptive-correlation and applied in terms of purpose. The statistical population included all users of sportswear in Shiraz, of which 360 people were considered as a sample. Measurement tools included a standard six-item questionnaire of brand hatred, a four-item questionnaire of past negative experience, a five-item questionnaire of symbolic incompatibility, and a four-item questionnaire of ideological incompatibility. The face and content validity of the questionnaires was confirmed by 15 professors of sports management; Also, the reliability, divergent and convergent validity of the questionnaires were evaluated as favorable. The analysis of the results, which was performed by structural equation method with PLS and SPSS software, showed that the coefficient of determination for the hatred structure of the brand is 0. 716, which confirms the suitability of the structural model. Also, the values of the effect coefficients show that negative past experience, symbolic incompatibility and ideological incompatibility have an effect on brand hatred. Due to the formation of negative feelings and hatred of the brand due to individual contexts in users of sports brands, managers are advised to adopt approaches to brand management, to consider ways to deal with such crises.

The present study is a descriptive method that has been conducted in the field. 760 men aged 18 to 65 years watching the football matches of Persepolis and Esteghlal teams in the Premier League randomly and voluntarily completed the participation measurement scale (Beaton, Funk, Alexandris, 2009). Findings based on the dimensions of participation (pleasure, Centrality and badge) and in the form of a continuous psychological model, showed that in Esteghlal and Persepolis football teams, the lowest and highest levels of participation are related to the levels of loyalty (17. 2%) and attractiveness (32. 2%), respectively. Confirmatory factor analysis showed that the multidimensional participation model is a useful tool for segmenting the audience into different theoretical stages, so event managers can design the appropriate marketing strategies to meet the needs and wants of each segment and move along. Facilitate the chain towards loyalty The overall result of the research shows that the psychological continuum model can be used as a criterion for segmenting sports spectators to guide sports researchers and marketers to design targeted marketing strategies.

The present study was descriptive-correlational and was conducted in the field. The statistical population of the study included all Nowruz tourists who traveled to East Azarbaijan province in 1398 and 305 people from this population were selected using cluster sampling formula for an unknown number of people by cluster and targeted random sampling. The research tool is a researcher-made questionnaire predicting the development of sports tourism, the face and content validity of which was confirmed by sports management professors and its reliability was estimated in a preliminary study on 30 samples with a Cronbach's alpha coefficient of 0. 82. Univariate regression was used to analyze the data using SPSS and Vikor software. The results showed that socio-cultural, environmental factors related to natural attractions, sports and infrastructure have a significant effect on predicting the factors affecting the development of sports tourism in East Azerbaijan province. Also, the results of Vikor ranking showed that from the perspective of experts, socio-cultural factors were ranked first and sports, environmental factors related to natural attractions and infrastructure were ranked second to fourth.

The present study was an applied and correlational study that was conducted in the field. To collect the data of the present study, two researcher-made social media marketing questionnaires with 15 questions including 5 components and customer satisfaction with 3 questions were used. For this purpose, using random sampling method, 393 questionnaires were collected online and physically among the customers of Hamedan sports and recreation complexes to collect data. In this study, descriptive statistics and inferential statistics including Pearson correlation and multiple regression at the alpha level of 0. 05 were used. SPSS software was used to analyze the data. The findings of the present study indicate that all components of social media marketing were significant predictors of customer satisfaction. Among the components of social media marketing, the entertainment component explained the highest (0. 26) and the social interaction (0. 16) the lowest predictor for customer satisfaction. According to the findings of this study, it is necessary to place more emphasis on the components that attract customers when using social media as a marketing platform. Meanwhile, by using the social media marketing model, customers can be attracted more attention to be satisfied with the marketing done.

The research method of the present study was applied and content analysis. The statistical population of the study was all Iranian and Turkish serials that were broadcast in the period from 2012 to the spring of 1398 and were considered. In this regard, in order to select the sample population, multi-stage sampling method was used. Thus, a total of 6 Turkish serials and 5 Iranian serials were selected and a total of 91 episodes with 1369 sequences were observed and examined. The research findings show that the producers of serials and family films in Turkey pay attention to sports in various forms in media productions. The display of visual signs of sports in Turkish films is more important than Iranian films, and this shows the attention of policymakers and the mass media of this country to the category of sports and its transmission to society. In Iran, less attention is paid to the visual signs of sports in television productions, and even many athletes take on negative and destructive roles in movies and TV series. Therefore, paying attention to the display of visual cues in popular Iranian TV series will play an important role in changing the attitude and behavior of viewers and their interest in sports.