آمار

تعداد نشریات30
تعداد شماره‌ها414
تعداد مقالات3,654
تعداد مشاهده مقاله5,769,759
تعداد دریافت فایل اصل مقاله3,950,032
Saatchian, Vahid, Gholamian, Javad, Darabi, Masoud. (1403). Music Psychology in the Marketing of Fitness and Aerobics Clubs of Mashhad. سامانه مدیریت نشریات علمی, 5(3), 84-94. doi: 10.22098/rsmm.2023.10533.1095
Vahid Saatchian; Javad Gholamian; Masoud Darabi. "Music Psychology in the Marketing of Fitness and Aerobics Clubs of Mashhad". سامانه مدیریت نشریات علمی, 5, 3, 1403, 84-94. doi: 10.22098/rsmm.2023.10533.1095
Saatchian, Vahid, Gholamian, Javad, Darabi, Masoud. (1403). 'Music Psychology in the Marketing of Fitness and Aerobics Clubs of Mashhad', سامانه مدیریت نشریات علمی, 5(3), pp. 84-94. doi: 10.22098/rsmm.2023.10533.1095
Saatchian, Vahid, Gholamian, Javad, Darabi, Masoud. Music Psychology in the Marketing of Fitness and Aerobics Clubs of Mashhad. سامانه مدیریت نشریات علمی, 1403; 5(3): 84-94. doi: 10.22098/rsmm.2023.10533.1095

Music Psychology in the Marketing of Fitness and Aerobics Clubs of Mashhad

Research in Sport Management and Marketing
مقاله 7، دوره 5، شماره 3، 2024، صفحه 84-94    اصل مقاله (556.9 K)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22098/rsmm.2023.10533.1095
نویسندگان
Vahid Saatchian1؛ Javad Gholamian* 2؛ Masoud Darabi3
1Asistant professor of Sport Management, University of Imam Reza International, Mashhad, Iran
2Assistant Professor of sport management, University of Ferdowsi, Mashhad, Iran
3PhD Student of sport management, University of Ferdowsi, Mashhad, Iran
چکیده
Purpose: The study aimed to determine the influential factors in marketing music psychology in Mashhad aerobic clubs and physical fitness.
Method: The research method is a descriptive survey of which the required data were collected through a questionnaire. The questionnaire from the research background (Morton, Chang velin, 2010) was used. The statistical population included all male and female Mashhad Aerobic and Fitness Clubs (Region 9). Then 220 people on considering the sample size of five to ten times the number of research questions in survey studies. were selected randomly.
Results: Data were analyzed using descriptive and inferential statistics and statistically significant (P ≤ 0.05). The results of exploratory factor analysis showed that five factors could identify, and in total, 53.8% of the marketing variance explained the psychology of music. Also, the mean score of all components indicated a favorable relative status.
Conclusion: According to the extracted factors, mental factors, psychological emotion, recognition power, influence power, and musical personality was the highest priority. The importance of marketing and customer attraction for clubs, especially concerning the fundamentals of music psychology, indicates the need to understand the influential components of sports spaces and venues. This review can have a positive and different impact on attracting customers to clubs. The psychology of music and the attention it has to people's influence can be used as a new way of marketing and attracting customers.
کلیدواژه‌ها
Sports Marketing؛ Music Psychology؛ Consumer Behavior
مراجع
  • Andersson, P. K. Kristensson, P. Wästlund, E. & Gustafsson, A. (2012). Let the music play or not: The influence of background music on consumer behavior. Journal of retailing and consumer services, 19(6), 553-560.
  • Ardestani,A., Saadi, M. (2018). Consumer behavior (internal and external factors). New World Publications.
  • Beyk, H., Saatchian, V. (2019). Application of Color Psychology in the Marketing of Fitness and Aerobics Clubs Review. Sport Management Studies, 11(54), 33-50.
  • Bonyadi naeini, A., & adibkia, H. (2020). Investigating the effect of music on the pleasure of female consumers in neuromarketing. New Marketing Research Journal, 9(4), 137-150. doi: 10.22108/nmrj.2020.117897.1788
  • Darabi, M., Azizian, N., Moharramzadeh, M., & Nobakht, F. (2018). Processing and analysis of electroencephalography signal to evaluate the effect of sport advertisement on customers. Journal of Advanced Sport Technology, 2(2), 15-27.
  • Dubé, L. & Morin, S. (2001). Background music pleasure and store evaluation: intensity effects and psychological mechanisms. Journal of business Research, 54(2), 107-113.
  • Esfahani, M., Hadadian, A., Rahimizadeh, H. (2014). Evaluating Effective Factors on Impulse Buying at Chain Store in Mashhad :( Case Study: Poruma Chain Store). New Marketing Research Journal, 4(4), 71-84.
  • Ghafari Ashtiani, P., Mohajerani, N. (2019). Role of Music in Encouragement of Shopping. Journal of Business Administration Researches, 10(20), 153-167.
  • Hasanzadeh,M. (2018). Sport marketing, Porseman.
  • Herrington, J. D., Capella, L. M., 1996. Effects of music in service environments, a field study. Journal of Services Marketing 10 (2), 26–41.
  • Heydarzadeh, K. (2018). Consumer Behavior, Islamic Azad University of Qazvin.
  • Jafarpour,M., Behersht, M & Hasani, S. (2016). Introduction to Sports Marketing. Ssrc Publications.
  • Jain, R. & Bagdare, S. (2011). Music and consumption experience: a review. International Journal of Retail & Distribution Management, 39(4), 289-302
  • JohariFard, R. (2016). Thematic Therapy: A Study in the Psychology and Therapy of Music Therapy First Edition, Tehran, Asim Publication.
  • Kamel, A. (2017). The Impact of Music Broadcasting on Shopping with a Stylized Intermediate Role Study Case: Customer Service Shops in Rasht, Master thesis, Shomal University.
  • Kellaris, J.J., Mantel, S.P., 1994. The influence of mood and gender on consumers’ time perceptions. Advances in Consumer Research 21 (1), 514–518.
  • Lee Y. Kim H.-Y. (2018). Consumer need for mobile app atmospherics and its relationships to shopper responses. Journal of Retailing and Consumer Services. 10.1016/j.jretconser.2017.10.016.
  • Magnini, V. P. & Parker, E. E. (2009). The psychological effects of music: Implications for hotel firms. Journal of Vacation Marketing, 15(1), 53-62.
  • Mahmodi, A. (2012). Investigating the Relationship between Service Quality and Satisfaction with Customer Loyalty in Tehran (Bodybuilding and Aerobics) Clubs. Master thesis, Tehran University.
  • Palmero, M., & Price, K. (2019). Sport Atmospherics' Influence on the Event Experience. In Integrated Marketing Communications, Strategies, and Tactical Operations in Sports Organizations (pp. 172-222). IGI Global.
  • Seidman, S. A. (1981). On the contributions of music to media presentations. Educational Communication and Technology Journal, 29, 49–61.
  • Yalch, R.F. and Spangenberg, E. (1990), “The effects of store music on shopping behavior”, Journal of Services Marketing, Vol. 4, Winter, pp. 31-9.
  • Azizi, B., Aminzadeh, R., Talebpour, M., & Mobaraki, N. (2022). Evaluating the Performance of the Refereeing Department of the Football Federation from the Perspective of the Referees Using a Balanced Scorecard. Research in Sport Management and Marketing, 3(2), 13-22. doi: 10.22098/rsmm.2022.10362.1077
آمار
تعداد مشاهده مقاله: 273
تعداد دریافت فایل اصل مقاله: 247


سامانه مدیریت نشریات علمی. قدرت گرفته از سیناوب