Sport Management
Shadi Rahbar Yaghobi; Mahvash Noorbaksh; mehdi kohandel; Seyed Nemat Khalifeh
Abstract
The objective of this research was to explore the strategic forecasting of AI drivers in the sports industry. This research is considered applied and exploratory in terms of its objective and nature, utilizing new methods in futures studies and analytical-exploratory analysis through the use of mutual ...
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The objective of this research was to explore the strategic forecasting of AI drivers in the sports industry. This research is considered applied and exploratory in terms of its objective and nature, utilizing new methods in futures studies and analytical-exploratory analysis through the use of mutual effects analysis. The statistical population consisted of two parts: informational resources (relevant research articles) and human resources (AI experts, sports industry experts, and university professors). The sampling method employed was purposive in both the informational and human resource sections. In the informational resource section, 18 studies were selected based on inclusion and exclusion criteria, while in the human resource section, 18 individuals were chosen based on four criteria: work experience, educational background (bachelor's, master's, and doctoral degrees), diversity, and collaboration capability. The data collection tools included checklists, questionnaires, and 27x27 dimensional matrices. To assess the validity and reliability of the results, strategies such as credibility, confirmability, process audit study, two-round Delphi method, face validity, and calculation of the coefficient of reliability using the summarization method (split-half technique) were employed. Content analysis was used to analyze the review of resources and expert opinions, followed by Delphi analysis and mutual effects analysis. The results indicated the presence of 27 key drivers in the future of AI in the sports industry, among which five drivers (occupational transformation, investment, expansion scope of AI, readiness for AI technology adoption, and infrastructure and equipment) were identified as constructive drivers of the future of AI in the sports industry. These results suggest that the transformative alternatives of AI in the sports industry encompass a spectrum of factors that are likely to undergo changes in the near future.
Mohsen Zarei; Seyed Nemat Khalifeh; Hossein Abdolmaleki; Abbas Khodayari
Abstract
The present study was conducted with the general objective of mediating the role of entrepreneurial marketing and perceived value in the relationship between influencer marketing and emotional attachment of Iranian sports product brands. The present study is an applied research study in terms of its ...
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The present study was conducted with the general objective of mediating the role of entrepreneurial marketing and perceived value in the relationship between influencer marketing and emotional attachment of Iranian sports product brands. The present study is an applied research study in terms of its purpose. The present study is descriptive and correlational in terms of method. This study was also quantitative and qualitative in terms of data collection. The research population in the quantitative part was all sports product customers, of whom 392 people were randomly selected as the research sample. The entrepreneurial marketing questionnaire of Fury et al. (2018), the perceived value questionnaire of Eggert and Olga (2010), the emotional brand attachment questionnaire of Watson and Emile (2019), and the researcher-made influencer marketing questionnaire were used to collect information. The results showed that there is a positive and significant relationship between influencer marketing and emotional attachment of domestically produced sports product brands, between entrepreneurial marketing and emotional attachment of domestically produced sports product brands, and between perceived brand value and emotional attachment of domestically produced sports product brands. Also, based on the results of structural equations, the mediating role of entrepreneurial marketing in the relationship between influence marketing and emotional attachment of domestically produced sporting goods brands and the mediating role of perceived brand value in the relationship between influence marketing and emotional attachment of domestically produced sporting goods brands were significant. The results related to the model fit also showed that the model of the mediating role of perceived brand value and entrepreneurial marketing in the relationship between influence marketing and emotional attachment of domestically produced sporting goods brands has a good fit.
