آمار

تعداد نشریات30
تعداد شماره‌ها426
تعداد مقالات3,753
تعداد مشاهده مقاله5,903,494
تعداد دریافت فایل اصل مقاله4,095,345
Valipoor Tayebi, Tayebe, Badri Azarin, Yaghub, Javani, Vajiheh. (1404). Identify the Factors Affecting Consumer Behavior in Digital Sports Marketing. سامانه مدیریت نشریات علمی, 6(3), 133-144. doi: 10.22098/rsmm.2023.13643.1276
Tayebe Valipoor Tayebi; Yaghub Badri Azarin; Vajiheh Javani. "Identify the Factors Affecting Consumer Behavior in Digital Sports Marketing". سامانه مدیریت نشریات علمی, 6, 3, 1404, 133-144. doi: 10.22098/rsmm.2023.13643.1276
Valipoor Tayebi, Tayebe, Badri Azarin, Yaghub, Javani, Vajiheh. (1404). 'Identify the Factors Affecting Consumer Behavior in Digital Sports Marketing', سامانه مدیریت نشریات علمی, 6(3), pp. 133-144. doi: 10.22098/rsmm.2023.13643.1276
Valipoor Tayebi, Tayebe, Badri Azarin, Yaghub, Javani, Vajiheh. Identify the Factors Affecting Consumer Behavior in Digital Sports Marketing. سامانه مدیریت نشریات علمی, 1404; 6(3): 133-144. doi: 10.22098/rsmm.2023.13643.1276

Identify the Factors Affecting Consumer Behavior in Digital Sports Marketing

Research in Sport Management and Marketing
مقاله 9، دوره 6، شماره 3، 2025، صفحه 133-144    اصل مقاله (656.46 K)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22098/rsmm.2023.13643.1276
نویسندگان
Tayebe Valipoor Tayebi* 1؛ Yaghub Badri Azarin2؛ Vajiheh Javani3
1Phd of Sport Management, University of Tabriz, Tabriz, Iran
2Professor of Sport Management, University of Tabriz, Tabriz, Iran
3Associate Professor of Sport Management, University of Tabriz, Tabriz, Iran
چکیده
Purpose: The purpose of the current research was to identify the factors affecting consumer behavior in digital sports marketing.
Method: This research has a qualitative approach and the Grounded Theory method of Strauss and Corbin has been used as the research method.  The statistical sample of the research was experts and experts in the field of sports management, who were selected by the targeted bullet method, and the sample size was also determined by considering the assumption of theoretical saturation. A In-depth and semi-structured interview has been used to collect data. The researcher conducted 14 interviews with professors and researchers who have reached theoretical saturation in the field of consumption and digital marketing, but for more certainty, he conducted one more interview. The validity of the questions was confirmed step by step by experts, and the reliability of the interview questions was 92% by retest method. that during three stages of open coding, central coding and selective coding, the desired results were obtained.
Results: Factors affecting consumer behavior in digital sports marketing were categorized as three main factors with 6 components as follows, digital marketing (electronic marketing, content marketing, email marketing), organizational factors (external organizational factors, internal organizational factors) and psychological factors.
Conclusion: Therefore, it is better for digital marketing officials and managers to have a strategy-oriented and process-oriented view on digital consumer behavior, and the structure of the organization should be based on knowledge, learning, and performance.
کلیدواژه‌ها
Consumer behavior؛ Digital marketing؛ Organizational factors؛ Psychological factors؛ Sport
مراجع
  • Abasian, M. Marashian, H. Heydarnezhad, S. Khatibi, A. (2022). Investigating factors affecting the buying behavior of consumers of sports products in social media. Journal Sport management. 14(4), 40-59 (in Persian)
  • Aizen, I. (2005). “Attitudes, personality, and behavior (2nd ad). Milton-Keynes”, England: Open University Press/ McGraw-Hill, 1
  • Alghizzawi,M. (2019). The role of digital marketing in consumer behavior: A survey. International Journal of Information Technology and Language Studies, Vol. 3, Issue. 1. Pp: 24-31. https://www.researchgate.net/publication/332593102
  • AnnaT, K, S, Frank, J. (2018). Help welcome or not: Understanding consumer shopping motivation in curated fashion retailing. Journal of Retailing and Consumer Services, 40, 188-203
  • Anthonia, U. Prof O. (2021). www.ijbmm.com International Journal of Business Marketing and Management (IJBMM) Page 90 Digital Marketing and Consumer Buying Behavior of Electronic Products in Nigeria. International Journal of Business Marketing and Management (IJBMM). Vol, 6. Issue 3
  • Asgharpoor, G, A. Esmailzade, Gh, M. Divkan, B. Taheri, L. M. (2022). Background factors affecting the creation of new businesses in sports in the country. sports management researches. 14(2), 107-119
  • Aya, R. Farshad, T. Zahea,S, Z. (2019). Sport consumer behavior model: Motivators and constraints. : Summer Conferences of Sports Science. First International Conference in Iraq on Sport for Peace
  • N. Barzegar, T. Ghasemi, H. (2014). The role of the Islamic Republic of Iran Radio and Television in the marketing of Iranian sports products with an emphasis on 4p. Journal of communication management in sports media, 2(5) (in Persian)
  • Balali, Sh, A. Makki, M. (2016). Digital marketing and consumer behavior. Tr1 national conference of economics, management(in Persian)
  • Daniel, C, F. (2014). Consumer behavior in sports and events. Translator: Farshad, T. Publications: Hatmi (in Persian)
  • Elena, P. Mihai T. (2021). Digital marketing and online consumer behavior in Romania during the COVID-19 pandemic: a case study. Doi: 10.2478/amso-2021-0003. E-mail: timus@u2b.umfst.ro.
  • Farsi, S. Saybani, H. Savad, M. (2021). Elaboration of electronic marketing implementation model in the field of sports business. Journal of business. 13(49) 227-241 (in Persian)
  • Farshadgohar, N. Pashotonizade, Human. Rezai, E. (2017). Prioritizing factors affecting marketing in digital businesses. Tr4 national conference on management and humanities researches. (in Persian)
  • Hoseyni, M. Farahani, A. Termazade, M. (2016). The role of e-commerce in the marketing of sports brands. Tr3 international conference on sports science (in Persian)
  • Keyhan, Sh. Nikbakhsh, R. Farahani, A. Safania, A, M. Bagherian, M. (2021). Sports business development model with electronic business approach. Journal of Sport Management. 10(1), 61-75 (in Persian)
  • Kannan, P. K., & Lee, H. (2017). Digital Marketing: A Framework, Review and Research Agenda. International Journal of Research in Marketing, 34(1), 22-45.
  • Kevin, K. Byon & Joe, P (2021) Digital and Interactive Marketing Communications in Sports, Journal of Interactive Advertising, 21(2), 75-78, DOI: 10.1080/15252019.2021.1970422
  • Jamaat, Kh. Shabani Bahar, Gh. Gudarzi, M. Honari, H. (2017). Consumer behavior model of public sports based on the mix of marketing, environmental and psychological factors. Journal Contemporary researches in sports management. 7(14), 29-41(in Persian)
  • Lissitsa, S., Kol, O. )2016(. Generation X vs. Generation Y: a decade of online shopping. J. Retail. Consume. 31, 304–312.
  • 20- Mizani, M. Rahimzade. M. Sajjadi, N. (2014). Interaction with fans through the Internet as a tool for marketing: review and comparison of professional football clubs in Iran, Asia and Europe. Sport management studies, 6(23), 79-102 (in Persian)
  • Nassè, T, B. (2021). The concept of consumer behavior: Definition in a contemporary marketing perspective. International Journal of Management Research, Volume 3, Issue 8. P P: 303-307
  • Pourzarnega, j. (2022). The Viewpoint of Sports Clubs’ Managers on Sports Marketing. Sports Business Journal, Vol. 2, Issue 1, p. 107-118
  • Ruth M. Crabtree, J. Zhang. (2022). Challenges and opportunities of contemporary sport marketing Strategic perspectives. Book Sport Marketing in a Global. EBook ISBN9781003270041
  • Shuarz, E. & Hanter, J. (2019). Advanced sports marketing. Translator: Montazeri, A. & Rashidlamir, A. P: Tanin danesh (in Persian)
  • Smit, A. & Stuart, B. (2016). An introduction to sports marketing. Translator: Tojjari, F. & et al. Publishers: Sana Gostar (in Persian)
  • Solomon, M, I. (2012). Consumer behavior (buying, having and being). Translator: Hedarzade, K. Publishers: Bazariabi (in Persian)
  • Thuy, H. (2021). Online Consumer Behavior toward Sports Apparel in Finland. International Business
آمار
تعداد مشاهده مقاله: 163
تعداد دریافت فایل اصل مقاله: 129


سامانه مدیریت نشریات علمی. قدرت گرفته از سیناوب