Identifying Factors and Presenting the Marketing Model of Iranian Student Sports

Document Type : Original Article

Authors

1 PhD Student in Sports Management, Department of Physical Education, Mashhad Branch, Islamic Azad University, Mashhad, Iran.

2 Assistant Professor of Physical Education, Mashhad Branch, Islamic Azad University, Mashhad, Iran.

3 Associate Professor, Department of Physical Education, Mashhad Branch, Islamic Azad University, Mashhad, Iran.

10.48301/kssa.2022.341706.2102

Abstract

The current research was conducted with the aim of presenting a model of student sports marketing in Iran. This research was applied in terms of purpose and in terms of method, it was an exploratory analysis and a combination of qualitative and quantitative studies.The statistical population in the qualitative section included 20 management professors and expert sports managers who were selected by the snowball method until saturation. The quantitative part consisted of 595 people, including experts and professors of sports management, national managers of student sports, responsible experts and provincial directors of physical education. Based on Morgan's table, 250 people from the statistical population were randomly surveyed. Descriptive statistics tests, independent one-sample t-test, exploratory factor analysis and structural equation modeling were used for data analysis. Based on the results, the most important factors identified in the marketing management of Iranian student sports were advertising for competitions, attracting financial support, information systems, brand development, event quality. In addition, the Iranian student sports marketing management model was a favorable fit. According to the findings, it can be concluded that it is necessary to effectively plan for the development of the quality of sports events, particularly in popular sports, and also to design and register separate brands for student sports and sports events.

Keywords

References

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Karafan Quarterly Scientific Journal
Volume 20, Issue 2
Humanities
September 2023
Pages 623-642

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History

  • Receive Date: 09 May 2022
  • Revise Date: 02 July 2022
  • Accept Date: 11 September 2022

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