آمار

تعداد نشریات31
تعداد شماره‌ها487
تعداد مقالات4,360
تعداد مشاهده مقاله7,459,574
تعداد دریافت فایل اصل مقاله5,015,139
Sheikhalizadeh, Mahboub, abadi, Nasrin. (1405). The Effect of Storytelling Marketing and Marketing Intelligence on the Performance of Sports Startups. سامانه مدیریت نشریات علمی, 7(3), 57-68. doi: 10.22098/rsmm.2026.15306.1371
Mahboub Sheikhalizadeh; Nasrin abadi. "The Effect of Storytelling Marketing and Marketing Intelligence on the Performance of Sports Startups". سامانه مدیریت نشریات علمی, 7, 3, 1405, 57-68. doi: 10.22098/rsmm.2026.15306.1371
Sheikhalizadeh, Mahboub, abadi, Nasrin. (1405). 'The Effect of Storytelling Marketing and Marketing Intelligence on the Performance of Sports Startups', سامانه مدیریت نشریات علمی, 7(3), pp. 57-68. doi: 10.22098/rsmm.2026.15306.1371
Sheikhalizadeh, Mahboub, abadi, Nasrin. The Effect of Storytelling Marketing and Marketing Intelligence on the Performance of Sports Startups. سامانه مدیریت نشریات علمی, 1405; 7(3): 57-68. doi: 10.22098/rsmm.2026.15306.1371

The Effect of Storytelling Marketing and Marketing Intelligence on the Performance of Sports Startups

Research in Sport Management and Marketing
مقاله 6، دوره 7، شماره 3، 2026، صفحه 57-68    اصل مقاله (801.07 K)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22098/rsmm.2026.15306.1371
نویسندگان
Mahboub Sheikhalizadeh* 1؛ Nasrin abadi2
1Assistant Professor of Sport Management, Ah.C., Islamic Azad University, Ahar, Iran
2M.A Studen of Sport Management, Ah.C., Islamic Azad University, Ahar, Iran
چکیده
Purpose: Given the relatively poor performance of sports startups in Iran and the importance of storytelling marketing and marketing intelligence in the performance of various businesses, this research aimed to investigate the effect of storytelling marketing and marketing intelligence on the performance of sports startups.
Methods: This research is applied in terms of data collection and is a structural equation modeling (SEM) study in terms of research method. The statistical population of this study included all employees, experts, and activists in the field of sports startups. 209 employees, experts, and activists in the field of sports startups filled out the storytelling marketing questionnaire of Saadat and Kheiri (2018), the marketing intelligence questionnaire of Ventner and Rensberg (2014), and the sports startup performance questionnaire of Hersey and colleagues (2008). The Smart PLS and SPSS version 26 software were used to analyze the data.
Results: The results showed that the proposed model had a good fit (GOF = 0.653). The results of the path analysis showed that storytelling marketing and marketing intelligence have a positive and significant effect on the performance of sports startups.
Conclusion: Storytelling marketing plays a crucial role in shaping the performance and growth of sports startups. By leveraging compelling narratives, these startups can establish emotional connections with their audiences, ultimately driving engagement and brand loyalty. This approach allows sports startups to differentiate themselves in a crowded market, providing a unique value proposition that resonates with consumers' passions and interests in sports.
کلیدواژه‌ها
Storytelling Marketing؛ Marketing Intelligence؛ Business Performance؛ Sports Startups
مراجع
  • Alizadeh Amirabadi, N., Hosseinzadeh Shahri, M., Shah Tahmasabi, I. (2017). Investigating the role of storytelling in customers' purchase intention. Master's Thesis of Marketing Management, Al-Zahra University. (In Persian).
  • Barclay, D., Higgins, C. & Thompson, R. (1995). The Partial Least Squares (PLS) Approach to Causal Modeling: Personal Computer Adoption and Use as an Illustration. Technology Studies, 2(2), 285-309.
  • Davari, A., & Rezazadeh, A. (2013). Structural equation modeling with PLS software. First edition, Tehran: Publications of Academic Center for Education, Culture, and Research. (In Persian).
  • Dehghanpouri, H., Sarlab, R., Chavoshi, S. R., & Donyapour, H. (2020). Investigating the Effect of Marketing Intelligence on the Competitiveness of Online Sports Stores ‎with the Mediating Role of Innovative Performance. New Marketing Research Journal, 10(3), 57-80. (In Persian).
  • Díaz-Santamaría, C., & Bulchand-Gidumal, J. (2021). Econometric estimation of the factors that influence startup success. Sustainability, 13(4), 2242.
  • Dobakhti, L., & Panahi, M. (2022). The Effect of Digital Picture Storytelling (PST) on Improving Young Iranian Learners’ Foreign Language Oral Production (Research Paper). Iranian Journal of English for Academic Purposes, 11(1), 40-56. (In Persian).
  • Dubinsky, Y. (2021). From startup nation to sports-tech nation? A SWOT analysis of Israel's use of sports for nation branding. International Journal of Sport Management and Marketing, 21(1-2), 49-75.
  • Falahat, M., Ramayah, T., Soto-Acosta, P., & Lee, Y. Y. (2020). SMEs internationalization: The role of product innovation, market intelligence, pricing and marketing communication capabilities as drivers of SMEs’ international performance. Technological Forecasting and Social Change, 152, 119908.
  • Ganesh, C. N. (2020). Impact of marketing intelligence on customer brand loyalty–Indian perspective. Mukt Shabd Journal, 9 (6), 3909-3915.
  • Gomez-Prado, R., Alvarez-Risco, A., Cuya-Velásquez, B. B., Anderson-Seminario, M. D. L. M., Del-Aguila-Arcentales, S., & Yáñez, J. A. (2022). Product Innovation, Market Intelligence and Pricing Capability as a Competitive Advantage in the International Performance of Startups: Case of Peru. Sustainability, 14(17), 10703.
  • Hersey, P., Blanchard, K., & Johnson, D. (2008). Management of organizational behavior: leading human resources. Retrieved from https://books.google.com/books/about/Management_of_Organizational_Behavior.html?id=0KNXAAAAYAAJ
  • Jani Spley, M., Ghasemi Ahd, V., Lajvardi, V. (2024). Examining the Nature and Position of Startups in Line with Regional Planning and Sustainable Development. Geography (Regional Planning), 13(50), 506-519. (In Persian)
  • Korshunova, E., Tiberius, V., Cesinger, B., & Bouncken, R. (2021). Potential pitfalls of startup integrations: An exploratory study. Journal of Business Venturing Insights, 15, e00237.
  • Kumar Vishnoi, S. & Bagga, T. (2020). Marketing Intelligence: Antecedents and Consequences, SSRN 3563107. 1-9.
  • Lange, J. E., Mollov, A., Pearlmutter, M., Singh, S., & Bygrave, W. D. (2007). Pre-startup formal business plans and post-startup performance: A study of 116 new ventures. Venture Capital, 9(4), 237-256.
  • Merritt, R. K., Kamin, T., Hussenöder, F., & Huibregtsen, J. (2017). The history of social marketing in Europe: The story so far. Social Marketing Quarterly, 23(4), 291-301.
  • Murugan, M., & Prabadevi, M. N. (2023). The Need for Digital Twin and Psychological Engagement through Emotional Intelligence in Start-Ups for Sustainable Business Strategy. Journal for ReAttach Therapy and Developmental Diversities, 6(9s (2)), 291-298.
  • Prananca, Y. A., & Muharam, H. (2022). Boosting brand awareness and sales performance of tubble bv with the use of digital marketing within the Netherlands. Diponegoro Journal of Management, 11(6).
  • Purwanegara, M. S. (2016). Effect of Indonesia myth tourism story marketing to global tourist visiting intention. In 2016 Global Marketing Conference at Hong Kong pp. 198-199.
  • Ratten, V.(2020). Sport Startups: What Does the Future Hold?, Ratten, V. (Ed.) Sport Startups: New Advances in Entrepreneurship, Emerald Publishing Limited, Leeds, 105-116. 
  • Rezaie, R., Salahi moghadam, N., Shabanali fami, H. (2015). The Effect of Knowledge Management on Organizational Performance of Jihad-e- Agriculture Organization in Alborz Province. Agricultural Extension and Education Research, 7(28), 77-91. (In Persian).
  • Rizvanovic, B., Zutshi, A., Grilo, A., & Nodehi, T. (2023). Linking the potentials of extended digital marketing impact and startup growth: Developing a macro-dynamic framework of startup growth drivers supported by digital marketing. Technological Forecasting and Social Change, 186, 122128.
  • Sehat, S., Kheyri, M. (2019). The effect of brand storytelling on brand positioning studied by Iran Insurance Company. Pars Modir Quarterly, 5 (15), 2-16. (In Persian).
  • Smadi-Delcheva, S. (2021). The role of startups in the generation of innovative young entrepreneurs. Trakia Journal of Sciences, 19(1), 292-295.
  • Szymanski, D. M., & Henard, D. H. (2001). Customer satisfaction: A meta-analysis of the empirical evidence. Journal of Academic of Marketing Science, 29, 16–35.
  • Teckchandani, A., & Obstfeld, D. (2017). Storytelling at its best: Using the Startup podcast in the classroom. Management Teaching Review, 2(1), 26-34.
  • Venter, P., & Rensburg, M.J.V. (2014). The relationship between marketing intelligence and strategic marketing. South African Journal of Economic and Management Sciences, 17(4), 440-456.
آمار
تعداد مشاهده مقاله: 182
تعداد دریافت فایل اصل مقاله: 129


سامانه مدیریت نشریات علمی. قدرت گرفته از سیناوب