آمار

تعداد نشریات26
تعداد شماره‌ها404
تعداد مقالات3,543
تعداد مشاهده مقاله5,487,350
تعداد دریافت فایل اصل مقاله3,752,513
Vahdani, Mohsen, Ghanbari, Ali, Soltanhoseini, Mohammad, Borgheyan, Zahra. (1404). Presentation of The Avatar Technology Development Model in Sport Businesses. سامانه مدیریت نشریات علمی, 6(2), 118-131. doi: 10.22098/rsmm.2024.15027.1352
Mohsen Vahdani; Ali Ghanbari; Mohammad Soltanhoseini; Zahra Borgheyan. "Presentation of The Avatar Technology Development Model in Sport Businesses". سامانه مدیریت نشریات علمی, 6, 2, 1404, 118-131. doi: 10.22098/rsmm.2024.15027.1352
Vahdani, Mohsen, Ghanbari, Ali, Soltanhoseini, Mohammad, Borgheyan, Zahra. (1404). 'Presentation of The Avatar Technology Development Model in Sport Businesses', سامانه مدیریت نشریات علمی, 6(2), pp. 118-131. doi: 10.22098/rsmm.2024.15027.1352
Vahdani, Mohsen, Ghanbari, Ali, Soltanhoseini, Mohammad, Borgheyan, Zahra. Presentation of The Avatar Technology Development Model in Sport Businesses. سامانه مدیریت نشریات علمی, 1404; 6(2): 118-131. doi: 10.22098/rsmm.2024.15027.1352

Presentation of The Avatar Technology Development Model in Sport Businesses

Research in Sport Management and Marketing
مقاله 9، دوره 6، شماره 2، 2025، صفحه 118-131    اصل مقاله (763.83 K)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22098/rsmm.2024.15027.1352
نویسندگان
Mohsen Vahdani* 1؛ Ali Ghanbari2؛ Mohammad Soltanhoseini3؛ Zahra Borgheyan2
1Assistant Professor of Sport Management, University of Isfahan, Isfahan, Iran
2MA student of Sport management, University of Isfahan, Isfahan, Iran
3Associate professor of Sport management, University of Isfahan, Isfahan, Iran
چکیده
Purpose: This study aimed to introduce the avatar technology development model in sport businesses.
Method: The research method used was qualitative and conducted with a multi-grounded approach. The study involved 11 participants, comprising marketing experts, professors, and owners companies. Semi-structured interviews were the primary research tool, continuing until theoretical saturation was achieved with 11 participants. Validation was performed through a triangulation approach, In order to achieve this purpose, several types of triangulation including the use of several methods, several sources of data, and several coders were performed to verify the findings. Data analysis was conducted using MAXQDA software version 2020.
Results: The final research model consisted of 5 key components: 1- Internal action conditions (organizational acceptance, technological infrastructures), 2- External action conditions (organizational external environment), 3- The main avatar phenomenon (security considerations, avatar design, personality, research and development), 4- Strategies (pricing, location and distribution channels, promotion and advertising, communication with customers, products), and 5- Outcomes (financial implications, customer relations, branding).
Conclusion: Avatars offer immersive training and event experiences, attracting and retaining customers with tailored services. Integration of avatar tech is crucial for innovation and staying competitive in the digital age. New sport businesses are advised to focus on design, security, and widespread implementation to maximize benefits and improve branding across all operational aspects.
کلیدواژه‌ها
Artificial intelligence؛ Marketing؛ Sport industry؛ Technology
مراجع
  • Ahmeti, F., & Bajrami, H. (2024). exploring the impact of technology acceptance model constructs on consumer behavior in smes: with a focus on e-marketing strategies. economic studies, 33(1).
  • Aljaroodi, H. M., Adam, M. T., Teubner, T., & Chiong, R. (2023). Understanding the importance of cultural appropriateness for user interface design: an Avatar study. ACM Transactions on Computer-Human Interaction, 29(6), 1-27.
  • Amini Behbahani, P. (2011). The effect of avatar realism and location awareness on social presence in location-based mobile games.
  • Baba, J., Song, S., Nakanishi, J., Yoshikawa, Y., & Ishiguro, H. (2021). Local vs. avatar robot: Performance and perceived workload of service encounters in public space. Frontiers in Robotics and AI, 8, 778753.
  • Bagozzi, R. P., Batra, R., & Ahuvia, A. (2017). Brand love: development and validation of a practical scale. Marketing Letters, 28, 1-14.
  • Bansal, R., & Pruthi, N. (2023). Avatar-Based Influencer Marketing: Demystifying the Benefits and Risks of Marketing Through Virtual Influencers. In Influencer Marketing Applications Within the Metaverse (pp. 78-86). IGI Global.
  • Barta, S., Ibáñez-Sánchez, S., Orús, C., & Flavián, C. (2024). Avatar creation in the metaverse: A focus on event expectations. Computers in Human Behavior, 156, 108192.
  • Bousba, Y., & Arya, V. (2022). Let’s connect in metaverse. Brand’s new destination to increase consumers’ affective brand engagement & their satisfaction and advocacy. Journal of Content Community Communication, 14, 276-293.
  • Brown Jr, C. (2023). 1.1 Why It Matters: What Is Marketing? A Great Marketing Textbook.
  • Chen, H. (2023). Enterprise marketing strategy using big data mining technology combined with XGBoost model in the new economic era. Plos one, 18(6), e0285506.
  • Coble, K., Ratican, J., & Hutson, J. (2023). Beyond the pixelated mirror: Understanding avatar identity and its impact on in-game advertising and consumer behavior. Metaverse, 4(2).
  • Cortes, B., Teles, J., & Duarte, E. (2023). Exploring Emotions in Avatar Design to Increase Adherence to Chatbot Technology. International Conference on Human-Computer Interaction,
  • de Brito Silva, M. J., & de Oliveira Campos, P. (2024). Past, present, and future of avatar marketing: A systematic literature review and future research agenda. Computers in Human Behavior: Artificial Humans, 100045.
  • Dolata, M., & Schwabe, G. (2023). What is the Metaverse and who seeks to define it? Mapping the site of social construction. Journal of Information Technology, 38(3), 239-266.
  • Dongwu, L., & Ghosh, A. (2023). The Advancement of Information Technology and its Impact on Marketing Strategies in Hong Kong: A Comparative Study. Onomázein(61 (2023): September), 379-392.
  • Dwivedi, Y. K., Hughes, L., Baabdullah, A. M., Ribeiro-Navarrete, S., Giannakis, M., Al-Debei, M. M., Dennehy, D., Metri, B., Buhalis, D., & Cheung, C. M. (2022). Metaverse beyond the hype: Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy. International Journal of Information Management, 66, 102542.
  • Elsharnouby, M. H., Jayawardhena, C., & Saxena, G. (2023). Avatar taxonomy: a new technological tool to enhance the consumer-brand relationships. Management & Sustainability: An Arab Review(ahead-of-print).
  • Fernández-Ruano, M. L., Frías-Jamilena, D. M., Polo-Peña, A. I., & Peco-Torres, F. (2022). The use of gamification in environmental interpretation and its effect on customer-based destination brand equity: the moderating role of psychological distance. Journal of Destination Marketing & Management, 23, 100677.
  • Goldkuhl, G., & Cronholm, S. (2010). Adding theoretical grounding to grounded theory: Toward multi-grounded theory. International journal of qualitative methods, 9(2), 187-205.
  • Goldkuhl, G., & Lind, M. (2010). A multi-grounded design research process. Global Perspectives on Design Science Research: 5th International Conference, DESRIST 2010, St. Gallen, Switzerland, June 4-5, 2010. Proceedings. 5,
  • Gonçalves, D. A., Todt, E., & Cláudio, D. P. (2017). Landmark-based facial expression parametrization for sign languages avatar animation. Proceedings of the XVI Brazilian Symposium on Human Factors in Computing Systems,
  • Green, R., Delfabbro, P. H., & King, D. L. (2021). Avatar identification and problematic gaming: The role of self-concept clarity. Addictive Behaviors, 113, 106694.
  • Gujar, V. (2024). Avatars as Digital Identity: A Case Study of Avatar in Facial Recognition Technology & eKYC by IndoAI. Saudi J Eng Technol, 9(3), 165-172.
  • Gupta, V., Hushain, J., & Mathur, A. (2024). The Future of Luxury Brand Management: A Study on the Impact of New Technology and Relationship Marketing. In AI in Business: Opportunities and Limitations: Volume 1 (pp. 57-68). Springer.
  • Gurney, L., Eveland, J. J., & Guzman, I. R. (2019). " What you say, I buy!" Information Diagnosticity and the Impact of Electronic Word-of-Mouth (eWOM) Consumer Reviews on Purchase Intention. Proceedings of the 2019 on Computers and People Research Conference,
  • Hepperle, D., Purps, C. F., Deuchler, J., & Wölfel, M. (2022). Aspects of visual avatar appearance: self-representation, display type, and uncanny valley. The visual computer, 38(4), 1227-1244.
  • Hollebeek, L. D., Clark, M. K., Andreassen, T. W., Sigurdsson, V., & Smith, D. (2020). Virtual reality through the customer journey: Framework and propositions. Journal of retailing and consumer services, 55, 102056.
  • Ishigaki, R., & Nabaghan Madhabika, L. (2023). A Narrative Review of Three Streams of Avatar Marketing with Potential, Examples, and Challenges. International Journal of Innovation and Technology Management.
  • Jahandideh, A. (2023). Providing a framework for investigating avatar marketing on improving customer satisfaction (case study: Refah chain stores in Tehran province).
  • Jin, S.-A. A., & Bolebruch, J. (2009). Avatar-based advertising in Second Life: The role of presence and attractiveness of virtual spokespersons. Journal of Interactive Advertising, 10(1), 51-60.
  • Kang, H., & Kim, H. K. (2020). My avatar and the affirmed self: Psychological and persuasive implications of avatar customization. Computers in Human Behavior, 112, 106446.
  • Konieczek, P. J., & van der Laan, L. (2021). Emotional avatar-mediated ideation: how avatar-mood influences creativity in virtual environments.
  • Lin, J., Cronjé, J., Wienrich, C., Pauli, P., & Latoschik, M. E. (2023). Visual Indicators Representing Avatars' Authenticity in Social Virtual Reality and Their Impacts on Perceived Trustworthiness. IEEE Transactions on Visualization and Computer Graphics.
  • Löllgen, R. M., Berger-Estilita, J., Rössler, L. A., & Mileder, L. P. (2022). Avatar and distance simulation as a learning tool–virtual simulation technology as a facilitator or barrier? A questionnaire-based study on behalf of Netzwerk Kindersimulation eV. Frontiers in Pediatrics, 10, 853243.
  • Machado, J. C., Vacas-de-Carvalho, L., Azar, S. L., André, A. R., & Dos Santos, B. P. (2019). Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love. Journal of Business Research, 96, 376-385.
  • Manafe, M. W. N., Rizani, A., Purnawati, E., & Harsono, I. (2024). Analysis of the Influence of Technical Expertise, Market Orientation, Social Capital, and Innovation on the Performance of Micro and Small Businesses in the Technology Sector. International Journal of Business, Law, and Education, 5(1), 983-995.
  • McClure, C., & Seock, Y.-K. (2020). The role of involvement: Investigating the effect of brand's social media pages on consumer purchase intention. Journal of retailing and consumer services, 53, 101975.
  • Mogos Descotes, R., & Pauwels-Delassus, V. (2015). The impact of consumer resistance to brand substitution on brand relationship. Journal of Consumer Marketing, 32(1), 34-42.
  • Neri, F. C. (2022). Artificial Intelligence or a Neoliberal Marketing Scheme? The Performative Nature of Lil Miquela’s Racialized Design and Politics on Instagram. The iJournal: Student Journal of the University of Toronto's Faculty of Information, 7(2), 52–59-52–59.
  • O'Connor, J., & Neville, J. (2024). Avatar-Identity with Intent.
  • Pamucar, D., Deveci, M., Gokasar, I., Tavana, M., & Köppen, M. (2022). A metaverse assessment model for sustainable transportation using ordinal priority approach and Aczel-Alsina norms. Technological Forecasting and Social Change, 182, 121778.
  • Pauw, L. S., Sauter, D. A., van Kleef, G. A., Lucas, G. M., Gratch, J., & Fischer, A. H. (2022). The avatar will see you now: Support from a virtual human provides socio-emotional benefits. Computers in Human Behavior, 136, 107368.
  • Pugliese, M., & Vesper, C. (2022). Digital joint action: Avatar-mediated social interaction in digital spaces. Acta Psychologica, 230, 103758.
  • Sanaei, M. R., & Sobhani, F. M. (2018). Information technology and e-business marketing strategy. Information Technology and Management, 19, 185-196.
  • Sidlauskiene, J., Joye, Y., & Auruskeviciene, V. (2023). AI-based chatbots in conversational commerce and their effects on product and price perceptions. Electronic Markets, 33(1), 24.
  • Takano, M., & Taka, F. (2022). Fancy avatar identification and behaviors in the virtual world: Preceding avatar customization and succeeding communication. Computers in Human Behavior Reports, 6, 100176.
  • Toaldo, A. M. M., Didonet, S. R., & Luce, F. B. (2013). The influence of innovative organizational culture on marketing strategy formulation and results. Latin American Business Review, 14(3-4), 251-269.
  • Torabi, M. A., Hasangholipour Yasori, T., & Jafari Zare, M. (2023). Conceptualization and Theorizing Avatar Marketing in Iran. Journal of Business Management, 15(2), 185-216.
  • Wang, Y. (2022). Image Behavior: Re-examining Design Games from the Perspective of Design Anthropology. International Conference on Human-Computer Interaction,
  • Wolcott, H. F. (2008). Writing up qualitative research. Sage publications.
  • Wuest, T., Hribernik, K., & Thoben, K.-D. (2015). Accessing servitisation potential of PLM data by applying the product avatar concept. Production Planning & Control, 26(14-15), 1198-1218.
  • Xiao, J., Zhang, Q., Xu, Z., & Zheng, W.-S. (2024). NECA: Neural Customizable Human Avatar. arXiv preprint arXiv:2403.10335.
  • Xu, J. L., Wang, L. X., & Chen, M. L. (2022). Use of Cartoon Characters in City Public Commercial Space. Knowledge Innovation on Design and Culture: Proceedings of the 3rd IEEE International Conference on Knowledge Innovation and Invention 2020 (IEEE ICKII 2020),
  • Zaddach, J., Bruno, L., Francillon, A., & Balzarotti, D. (2014). Avatar: A Framework to Support Dynamic Security Analysis of Embedded Systems' Firmwares. NDSS,
  • Zhang, J., Chen, K., & Zheng, J. (2020). Facial expression retargeting from human to avatar made easy. IEEE Transactions on Visualization and Computer Graphics, 28(2), 1274-1287.
  • Zhang, R., & Wu, Q. (2024). Impact of using virtual avatars in educational videos on user experience. Scientific Reports, 14(1), 6592.
  • Zhao, Z., Bao, Z., Li, Q., Qiu, G., & Liu, K. (2024). PSAvatar: A Point-based Morphable Shape Model for Real-Time Head Avatar Creation with 3D Gaussian Splatting. arXiv preprint arXiv:2401.12900.
آمار
تعداد مشاهده مقاله: 144
تعداد دریافت فایل اصل مقاله: 92


سامانه مدیریت نشریات علمی. قدرت گرفته از سیناوب