Sport Marketing and Communication Research Papers (original) (raw)

2025, hysical Culture and Sport. Studies and Research

The purpose of this study was to investigate the vital success factors of athletic event management in a case study of Greece. The study also examined the effect of events planning on the success of athletic events management to establish the influence of marketing and promotion techniques on the success of athletic events management and examine the effect of sponsorship packages on the success of athletic events management. Through a quantitative research approach, data was collected using a questionnaire with 270 organizers and other agents to gain insights into the critical elements that contribute to successful athletic events. The results demonstrate a strong positive relationship between event planning and the success of athletic events, emphasizing the significance of thorough planning, coordination, and budgeting. Effective marketing and promotion strategies are shown to enhance event visibility and audience engagement, highlighting the importance of well-executed promotional activities. Sponsorship packages were found to significantly contribute to the financial stability of event management and attract top-tier athletes, suggesting their pivotal role in the success of athletic events. Furthermore, the outcomes of a successful athletic event, including positive economic impact, profitability, environmental sustainability, increased employment opportunities, and a supportive future event base, were identified. These findings provide valuable insights for event planners, sponsors, and stakeholders, ultimately contributing to the enhancement of athletic event management in Greece and beyond.

2025

Drawing on a specific case of the El-Hawwar Sporting Club, located in El-Mansoura, Egypt, the primary intent of this study was to identify variables and key factors that contribute to an effective sport marketing promotional mix, used to enhance visibility and consumption of products and services of the sport organization. A total of 100 participants completed a questionnaire with questions using a 3-point Likert scale including demographic information to determine the effectiveness of a promotional mix to increase the service consumption of the HSC Sporting Club. The findings confirm the extraordinary value of a well-chosen promotional mix to increase the visibility and profitability of the touted goods and services. Participants provided several practical recommendations that include a call on today's sport marketers to invest sufficient time and resources in conducting a thorough market and consumer behavior analysis as a foundation for an effective promotional mix. This study found the use of promotion mixes in Egyptian clubs is still at its infancy and there is a dire need for more research on the topic in the future.

2024, Sports Business Journal

Purpose: Social media has influenced individuals' need for interpersonal interactions. The study was conducted to identify and prioritize the factors affecting advertising development through social media to control customers' intentions for sports products.
Methodology: The research method (in the qualitative part of the Delphi method and the quantitative descriptive-analytical part). The statistical population of the qualitative section included all media management specialists and sports marketers, and in the quantitative section, there were athletes of different sports (N = 1600). Sampling was also purposeful and accessible. The study tool was a semi-structured interview and a researcher-made questionnaire derived. Systematic coding and confirmatory factor analysis with SPSS24 and Amos25 software have been used to analyze the data.
Findings: If marketers want to change people's mindsets, advertising messages should be clear about the product's benefits and examine customers' characteristics. This causes consumers to change their existing beliefs. Based on the results of the factors affecting the development of advertising through social media to influence customers' behavior intentions for sports products, priority includes individual factors, branding, accreditation, and structural factors.
Originality: In this article, we examine the modeling of advertising development through social media to influence customers’ behavioral intentions for sports products using structural equation modeling (SEM).

2024

Social media usage in the world and especially in Pakistan has

2024, Information Systems & Economics eJournal

Social media usage in the world and especially in Pakistan has a high growth due to which it (social media) has a potential of becoming an eﬀective marketing tool. Despite its comparatively low cost and significance, marketers are not eﬀectively utilizing social media. Thus the aim of this study is to measure the influence (eﬀect) of four social variables: social capital, trust, homophily and interpersonal influence on electronic word of mouth (eWOM) communication. The sample size for the study is 300 and preselected enumerator’s collected the data from the leading shopping malls of the city. Although the scales and measures adopted for this study have been earlier validated in other countries, however the same were re-ascertained on the present set of data. After preliminary analysis, including normality and validity the overall model was tested through Structural Equation Model (SEM). This was carried out in two stages - initially CFA for all the constructs was ascertained which w...

2024, Quest

Change in education is inevitable. Physical educators are being positioned to effectively manage change and control their own destiny. In order to manage and facilitate positive change, physical educators should clearly embrace and accept physical education as a public health tool, understand the educational change process in schools, and know how to manage change through the strategic utilization of Professional Learning Communities. Physical educators can shape the culture of schools by increasing physical activity levels for students in physical education while facilitating physical activity opportunities for students and faculty across the school day. Given that physical education is a subsystem of the larger school system, each physical educator must understand the nature of change in schools and how to successfully influence it. Professional Learning Communities provide a structure for physical educators to take the helm by influencing positive and systemic change, shaping culture, and advocating for increased physical activity in schools. KEYWORDS Professional learning communities; change in schools; whole of school; public health Let's fix physical education! Lots of people, lots of ideas, lots of changes (some good, some bad), but unless we are fully aware of how a twenty-first century school deals with change, the likelihood of progress in any direction will be small! If the physical education profession has any hope in effectively gaining administrative support, mobilizing classroom teachers, achieving learning outcomes, satisfying student interests, reaching families and bolstering community support, it must know and operate within the existing educational structures and strictures. More than 20 years ago, Siedentop and Locke (1997) argued that physical education was in a state of gridlock and called for substantive, systemic change. Further, they warned that unless physical education teacher education (PETE) and inservice practitioners (physical educators) came together to proactively address recurring barriers, the day would come when there would not be anything left to fix. However, it would be inaccurate to assume that the physical education profession has not attempted to make sweeping changes over its 120-year history. Indeed, physical education has repeatedly faced change both superficial and fundamental, yet ongoing barriers have kept substantive, systemic, and sustainable change elusive (Bulger & Housner, 2009). External barriers represent rigid structures that reinforce the marginalization of physical education by obstructing processes leading to substantive change (Barroso, McCullum-CONTACT Zack Edward Beddoes

2023, Journal of School Health

ABSTRACTBACKGROUNDSchools are important venues for providing and promoting physical activity, but little is known about how school websites are being used for these purposes. Completing a content analysis of existing school websites is essential to understanding their function and value relative to supporting physical education (PE) and physical activity.METHODSWe conducted a quantitative, cross‐sectional, systematic content analysis to analyze and identify correlates of the website features of 990 private elementary schools located in 325 California cities/localities.RESULTSNearly all schools (98%) had a functioning website, but PE and physical activity content were displayed sparsely and inconspicuously. Regression models identified 10 predictors of website PE/physical activity content, including religious affiliation and having a separate webpage for PE.CONCLUSIONSWebsites can serve many functions, including providing information on the school vision/goals, curriculum content, cl...

2023

The investigation aimed to determine if sport motivation for engagement to the sitting volleyball differed between groups of participants, sorted by 6 criterions. 88 athletes (M: 83 and F: 5) participated in this research, including sitting volleyball players in origin from Bosnia and Herzegovina, Serbia, Croatia, Slovenia and Greece. The data are collected using the Sitting Volleyball Participation Survey, which is modified version of Disability Sport Participation Questionaire (Wu, & Williams, 2001), designed for investigation of motives for sport participation among persons with disability. Descriptive statistics and Non parametric Mann-Whitney-U test within the SPSS 16.0, were used for statistical analysis. The results inicated that motiv of Socialisation (78.8 %) is the prime factor of sitting volleyball participation. Statistically significant differences between chosen groups of participants haven't been found, except the fact that players who experienced injury in younger age emphasize the importance of sport competition for their sport participation.

2023, Annals of Applied Sport Science

Background. The sports industry has been transformed through digitalization processes. One traditional area of sports marketing strategy that has changed significantly is sponsorship. Objectives. To reveal how digitalization has impacted sports sponsorship strategies according to the findings of academic articles in leading sports management journals. In light of the dramatic transformation of sports sponsorship in recent times, a new research agenda is proposed. Methods. One hundred eighty-nine articles from five high-impact sports journals were systematically selected and classified according to Jin's (2017) categorization. An in-depth analysis of 23 articles related to digital media was performed and compared to Santomier's (2008) literature review to understand the evolving academic discourse on the changing nature of sports sponsorship and propose a research agenda for the near future. Results. A research agenda is proposed to understand the new sponsorship dynamics in the digital landscape focused on the analysis made of the three studied categories: Sports and the internet, consumer behavior, and sports marketing strategy. Conclusion. The continuous evolution of digital technologies challenges academics and practitioners to keep pace with the impacts of digitalization in sports sponsorship, which requires a new research agenda to raise questions to be answered in future research.

2022, International Journal of Human Sciences

This research was conducted to determine the impact of the type of sports done by School of Physical Education and Sports students and other variables on their level of communication skills. Target population of the study is Balıkesir University, School of Physical Education and Sports; and the sample group consists of 330 students selected by random sampling method from 2014-2015 academic year in this institution. The data was collected using “Communication Skills Assessment Scale” which was developed by Korkut (1996) and tested in terms of validation (0.86) and reliability (0.78), and “Personal Information Form” prepared by the researcher was used in order to determine the demographic features of students. Collected data was examined in terms of statistically different variables (gender, class level, academic department, branch of sports, perceived academic success level); results were discussed and suggestions were offered. ÖzetBu araştırma, Beden Eğitimi ve Spor Yüksekokulu öğre...

2022, Annals of Applied Sport Science

Nowadays sponsorship is an important part of sports events. Sports sponsorship offers more benefits, more variety and also it's a more powerful form of marketing. In general, sponsorship holds a unique position in the marketing mix because it is effective in building brand awareness, provides different marketing platforms and valuable networking and hospitality opportunities. Sponsorship marketing efforts can be influenced by culture. Especially when global sponsorship in sports which refers to sports events in different countries with different cultures, is under consideration. In such situations, sponsorship aspects can be affected by cultural obligations which are discussed in this article.

2022, International Journal of Academic Research in Business and Social Sciences

The study investigated the relationship between sponsorship awareness and achievement of youth football team. Quantitative analysis was used based on questionnaires conducted with youth that involved in football team (N=96) for this study. The result show that there is significant relationship between sponsorship awareness (p<0.05) and team achievement. This research found that has a positive relationship between sponsorship awareness and team achievement. This study can avail everyone in the effort to amend the quality of football and indirectly can magnetize outside sponsors to become sponsors of football teams. Future studies should be done on a broader scale with athletes from sundry levels of participation, such as national, college, and district levels. It's additionally advisable to engender a few more hypotheses. For example, the correlation tests toward every sponsorship category toward achievement. From that researcher can border the research objective.

2022, International Journal of Marketing, Communication and New Media

Promoting wearing of the hijab by active young consumers is one method of showing respect for the human rights of Muslim women. Some international sportswear corporations such as Nike, Adidas, Under Armour UA, and Haute Hijab HH have been targeting modest athletic wear as new clothing lines to empower veiled athletes and increase their consumer base. This study analyzed four international sports brands’ advertisements on their official YouTube channels aimed at promoting modest sportswear for veiled women. The study investigated the discourse and semiotics used in the advertisements to persuade customers to make a purchase. Methodologically, the study conducted qualitative content analysis to review the ads and explore the extent of viewers’ interactions. The findings determined that the Nike and HH ads were most reached ads, followed by the UA ad, while the Adidas ad was the least reached. Two strategies played a significant role in the success of hijab sportswear ads: cultural ide...

2022

Two weeks into a new academic school year, a physical education (PE) class of 25 grade nine girls completed a survey relative to their previous PE experiences. Following the completion of a six-lesson territorial games unit using the six-step teaching game for understanding (TGfU) model taught by a guest certified female teacher with TGfU expertise, the sample completed the same survey except applying to the TGfU-games unit. The study investigated differences in self-reported likes, dislikes, selfefficacy, value, ability conceptions, physical activity, anxiety, and need for cognition between previous PE experiences and a TGfU games unit. Both the PE-experience and TGfU-unit surveys consisted of 39 items (34 Likert style, two open-ended, and three demographics). One-way repeated measures ANOVA was used to assess differences in these constructs between previous PE and the TGfU-games unit and Creswell’s protocol was applied to analyze data from the two qualitative survey items (student...

2022, International journal of physical education, sports and health

This study investigated secondary school physical education teachers’ experiences of using a game based approach (GBA) with the primary aim of exploring the qualitatively different ways teachers experience what they consider to be a GBA when teaching games. Participants in this study (n=12) taught in schools in either southeast Australia or southeast England and all had previous experience of using a GBA to teach games. With the investigation of teaching experience being the fundamental focus of this study a phenomenographic research framework was chosen to explore a primary research question that inherently focused upon GBA experience interpretation and meaning. An analysis of findings indicated three conceptions of awareness detailing the collective meaning of participants’ GBA teaching experience; that being as a Learner, a Collaborator, and/or a Catalyst. Implications for physical education teacher education (PETE) programmes and recommendations from findings are offered for phy...

2022, Strategic Communication in Context: Theoretical Debates and Applied Research

Web 2.0 offers users the unprecedented possibility of taking part in an uninterrupted flow of global communication that encompasses a growing number of people within its network and connection points (Ferreira, 2002). Users/consumers find here a space governed by a logic of connectivity, openness, conversation, and participation. These dimensions are exponentially enhanced by the growing ubiquity of social networks, whose interactive and collaborative architecture has shifted power to user communities (Mollen & Wilson, 2010). This renewed communicational context creates several challenges for organizations, converted into brands whose value depends on the rankings that measure their reputation with the public, who have become avid consumers and producers of information (Kotler et al., 2017). Thus, the process of stakeholder empowerment and the consequent loss of control by companies over the dissemination and circulation of information that concerns them have reinforced the vital ne...

2022, Annals of Applied Sport Science

2022

2022, Journal of teaching in physical education

Purpose: A comprehensive school physical activity program (CSPAP) is designed to help school-aged youth meet physical activity guidelines as well as develop the knowledge, skills, and dispositions that foster meaningful lifelong physical activity participation. In this study, we employed a "diffusion of innovations theory" perspective to examine the adoption of CSPAPs in relation to physical education teachers' domain-specific innovativeness, educational background, demographics, and perceived school support. Methods: Physical education teachers (N = 407) responded to an electronic survey with validated measures for each of the above-mentioned variables. Results: Latent profile analysis classified teachers into three domain-specific innovativeness levels (high, average, and low). CSPAP-related professional training, knowledge, and perceived school support were found to be significant factors in domain-specific innovativeness and CSPAP adoption. Discussion/Conclusion: This study provides novel evidence to inform professional development initiatives so that they can be tailored to physical education teachers who may be less likely to adopt a CSPAP.

2022

Background: Evaluatingof the correlation between news management components and gender orientation in sport newspapers in Iran was the main purpose of the present research. Method: The research method was content analysis. Statistical population of the research was five Iranian highly published sport newspapers in 2017. The sample (4290 news) was selected using cluster sampling method. Results: The results showed that news about women covered small parts of the newspapers’ pages compared with news regarding men. Conclusions: According to the results of the research, most parts of sport news in the journals focused on athletes, and this focus was in favor of men. In addition, the focus of sport print media was mainly on authorities, coaches and trainers of men’s sports.

2022, Annals of Applied Sport Science

2022, Strategic Communication in Context: Theoretical Debates and Applied Research

2022

2022, Annals of Applied Sport Science

Background. Now one of the necessary capabilities, to succeed in the field of competition is having knowledge and marketing skills in economic institutions. Objectives. The goal of this study was Factors affecting development of marketing capability of collegiate sport. Methods. This study is correlating, and, in view of objective, current research is practical. Populations consist of 5 groups which involve previous and present executive committee, administers of provincial committees, experts and employers of National University Sport Federation, headmen and experts of Sport administration and Sports directors of further education section of universities, contain governmental universities, Azad, Payam Noor, Practical and scientific, Hygiene and Therapy and Medical Science universities, and some members of the faculty of universities. In regard to limitation of populations, sampling method is all-counting. Results. The result showed that the totality of confirmatory factor analysis model have necessary fitting (GFI=0.90, RMSEA=0.045, p<0.001). The Results Showed that factor's include management capability(T=16.06), marketing staff (T=14.81), marketing strategy (T=14.57), marketing information system (T=12.57), marketing organization (T=12.56), and branding capability (T=12.17), with significant Priorities respectively, were effective factor's on marketing capability of National University Sports Federation of Islamic Republic of Iran. Also, marketing capability (T=11.10) has a positive and significant effect on marketing performance of National University Sports Federation. Conclusion. According to obtained results from Opinions of university sport specialists and experts, it seems that managers of university sport should have Pay more attention to identified factors of university sport development that Which ranked respectively had the highest impact factor (Such as management capability, marketing staff and marketing strategy).

2021, Annals of Applied Sport Science

One common aspect of all human beings, regardless of education level, income level, location and so on, is that they are all consumers. The key of success in marketing strategy both in terms of local and global aspects is understanding consumer behavior. So aim of this study was to investigate the role of socio-cultural factors on sports consumer behavior. This research was survey-descriptive. The study population were included all sports consumers in Tehran. The sampling method was random. Based on the PASS statistical software, research sample size was determined in the range of 321 to 384 people. Data collection instrument was two questionnaires. The validity was content validity and construct validity. In order to data analyzing was used Path analysis and analytic hierarchy process (AHP). The results showed that social factors (social class, idea leaders, family and references group) and cultural factors (culture and religion) have a significant positive effect on sports consumer behavior. Also sociocultural factors prioritize results showed that social class with the relative weight of 0.391 is the most important component. In this study found companies to gain competitive advantage should have be given to customers and meet their needs (better than competitors). In addition, customers buy products with different trends that should be considered in formulating marketing strategies.

2021

Sport is a part of Australia’s national identity and has become a social capital. Australia is a highly active nation, with a significant number of children reported as participating in sport and/or non-sport-related physical activity (ASC, 2017). Rugby League is one of four football codes boasted across the country; however, its participation rates are significantly lower than other club sports, due to it being restricted to specific regions of Australia and viewed as a ‘male only’ sport. Therefore, it is imperative that the National Rugby League’s (NRL) future participation strategies adopt and reflect national and international ‘best practices’, so as to maintain and heighten positive and quality sporting opportunities that are aimed to increase junior participation / retention, as well as build participants’ skills and personal development. With this in mind, the review presented, has attempted to demonstrate the clear alignment between the NRL’s Player Development Framework (PD...

2021, Annals of Applied Sport Science

Background. Attention is considered as a resource for storing and processing memory activities. Without attention, no perceptual processing takes place in the brain as the information (whether visual or auditory) cannot enter the brain. Objectives. The purpose of this study was to investigate and compare the attention of individuals to sports and nonsports advertising using brain activities. Methods. It was a quasi-experimental study investigating two advertisements (sports and non-sports) of Apple Company on 30 volunteers (15 men and 15 women). The Neuroguide software was used to convert electroencephalographic data to quantitative data. Repeated measures ANOVA was used for testing hypotheses in SPSS software. Results. The results showed that there was a significant difference between watching sports and non-sports advertising on people's attention; in other words, sports advertising was able to reduce alpha in the frontal and pre-frontal brain while this decrease did not occur...

2021, The Industry 4.0, the Corporate Social Responsibility and the Impacts of Brand in the Digital Transformation

The interest of my research is Digital Transformation and Corporate Social Responsibility as an involvement for the Brand. In this way the "product platform" contributes to the improvement of competitive position of the Business Unit and Branding", between the marketing process: Customer Relationship Management-Product Development Management-Customer Satisfaction. Weberian vision of ideal type as a concept-ideal limit to illustrate the significant elements of its own empirical content, tends to identify an overcoming from the role of consumer as target to the analysis of the techniques of profiling the humanization of the customer with his needs, fears and aspirations. The research project consists of three parts. In the first a deepening on the wide literature of international scope, above all "made in USA" regarding the market orientation-Industry 4.0-platform: the origin, the internal organization, the management, the communication strategies. In the second part focuses instead on brand analysis, to reconstruct the main social and economic projects while assessing the internal analytical coherence, ideological value and deducing the most significant operational indications. The third, on the other hand, explores corporate social responsibility through small and medium-sized enterprises with market orientation, a socially responsible management-driven approach, strategic enterprise orientation and business management, resulting from different synergistic combinations.

2021, Journal of Higher Education Policy And Leadership Studies

2021, Annals of Applied Sport Science

Background. One of the most important elements of life are physical activity and sport: these are the basis of health during life. In order for society to benefit from the advantages of physical activity and sport, it is necessary to know the factors influencing this phenomenon. Objectives. The purpose of this paper is to design a sport development model in the free trade-industrial zones of Iran. Methods. The research was qualitative, and was done using the grounded theory approach and based on the systematic approach of Strauss and Corbin (1998). The geographic area of the research included seven free trade trade-industrial zones of Iran; the data collection tool was a semi-structured interview. Participants in the research were the sport authorities of Iran's free zone, sport officers, officers of the Ministry of Sport and Youth of free zones, staff members of the Ministry of Sport and Youth, and sport professors; interviews involved 22 informed persons. Results. The results of data coding showed that causal factors (individual, interpersonal, and structural) centrally affect sport development. Cultural, social, economic, political, technological, legal, and environmental factors were also selected as context and interventional factors. Development of management; development of space, equipment, and great sport events; cultural and social development; scientific and legal development; and development of financial resources were designated as strategies for the development of sport, which will also lead to economic, cultural, social, environmental, and political consequences. Conclusion. Given the positive outcomes for the development of sport, it can be useful as an effective tool in achieving the major goals of Iran's free trade-industrial zones.

2021, Journal of Education and Training Studies

As the basis of characteristics, qualifications, behaviors, awareness, knowledge and understanding of the development of healthy active living and physical recreation opportunities Physical Literacy (PL); has become a global concern in the fields of physical education and recreation since its first use as a term. Experts from different countries and disciplines underline the necessity of expanding the PL context. Despite this international recognition, neither the existence of a work on PL in nor a model of PL in physical education programs has yet to be seen in Turkish literature. The aim of this study is to introduce such an important concept to Turkish literature by a comprehensive literature review and to present the prominence of PL in terms of physical education, physical activity and sports fields. In addition, under the scope of this study, undergraduate and graduate programs in which physical educators are trained to shape both all students and athletes are examined and various proposals are made about how to place PL in these programs. By examining the graduate and postgraduate programs of faculties of sport and physical education and sport sciences in 98 universities in Turkey and NCTR, we come to a conclusion that between the 3.-6. semesters of graduate programs, the introduction of the PL course, training and modules will increase the awareness and competence of the PL. Moreover we expect that it would be beneficial to train these field specialists and bring them to my country through the opening of specific postgraduate training programs in the field of PL.

2021, Annals of Applied Sport Science

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2021, Annals of Applied Sport Science

2021, Education and Learning

This study aimed to determine the relationship between the teaching efficacy of physical education teacher candidates and their teaching-learning conceptions and to determine the validity of the level of teaching efficacy predicting teaching-learning conceptions. The study group consisted of 433 teacher candidates studying in physical education and sport teaching departments. The study revealed that teacher candidates' teaching efficacy levels and their adoption of constructivist conceptions were high and that teacher efficacy levels were important predictors of teaching-learning conceptions.

2020, International Journal of Science and Management Studies (IJSMS)

Natural concerns have driven shoppers to buy items and administrations that are green. This may too incorporate obtaining items from the firms that carry the method of creation with green homes. The reason of this paper is to explore the characteristics of green brands, its picture, and the benefits in regards with its significance to affect buyer discernment. Besides, the inquire about points to examine passionate and viable benefits advertised to shoppers by green brand which afterward impacts consumers' buy eagerly. The inquire about address of this ponder is to investigate green brand benefits and its effect on the brand devotion. It incorporates investigating the effect of commonsense and passionate benefits on the green brand picture and the way green picture is related with brand devotion. In arrange to do so, inquire about has utilized quantitative approach utilizing closed-ended overview survey with a test measure of 100 people. The test measure is chosen with the non-random examining me.

2019, International Journal of Business and Social Science

This research paper would highlight the significance of the social media integration process on the core marketing and advertising function of the company. In the current business environment the role of the internet based communication mediums has increased drastically. In this paper the impact of social media integration on marketing, adverting, public relations and the customer service function would be analysed. The advantages that the social media integration process can have on the company will be discussed, whereas the challenges would also be highlighted. This paper would provide a detailed analysis of the trends in the contemporary global business environment and the approach which has to be adopted by the corporate entities to develop a sustainable strategic advantage. Social media based business model is essential for the development and the growth of the companies in the contemporary global business environment, and this paper would analyse this relation.

2019, Routledge

Endorsements are one of the most important promotional activities used in sports. It has a special role in marketing products. Sports celebrities not only make commercials for various sports products, but also global brands use them to market their non-sports related products to the world.Despite the importance of endorsements in sports marketing, how endorsements are used depends on the culture of a target country. The manner in which cultures of the world differ can limit the way famous sports stars appear in advertisements and even can limit the effects of marketing activities. The different attitudes of people in different cultures towards using humans as advertising phenomena is an important factor in choosing promotional strategies.

2019, New Approaches in Sport Sciences

Background: Evaluating of the correlation between news management components and gender orientation in sport newspapers in Iran was the main purpose of the present research. Method: The research method was content analysis. Statistical population of the research was five Iranian highly published sport newspapers in 2017. The sample (4290 news) was selected using cluster sampling method. Results: The results showed that news about women covered small parts of the newspapers' pages compared with news regarding men. Conclusions: According to the results of the research, most parts of sport news in the journals focused on athletes, and this focus was in favor of men. In addition, the focus of sport print media was mainly on authorities, coaches and trainers of men's sports.

2019, Annals of Applied Sport Science

Nowadays sponsorship is an important part of sports events. Sports sponsorship offers more benefits, more variety and also it’s a more powerful form of marketing. In general, sponsorship holds a unique position in the marketing mix because it is effective in building brand awareness, provides different marketing platforms and valuable networking and hospitality opportunities. Sponsorship marketing efforts can be influenced by culture. Especially when global sponsorship in sports which refers to sports events in different countries with different cultures, is under consideration. In such situations, sponsorship aspects can be affected by cultural obligations which are discussed in this article.

2019, Sport Management Review

Social media platforms provide a space where sport fans can interact directly with sport organizations; however, researchers have not empirically examined users' motivation and usage. Guided by uses and gratifications theory, the authors explored whether social media users' motivations differed when following a sport organization on two similar microblogging services: Twitter and Weibo. Data gathered from an online survey of users who followed the Los Angeles Lakers on both Twitter (n = 299) and Weibo (n = 796) were analyzed using the Multiple Indicators Multiple Causes model. Findings showed that Weibo users had higher motives for obtaining information, entertainment, technical knowledge, passing time, and escaping from their life than Twitter users, while Twitter followers had higher motivations to express team support than their Weibo counterparts. Results of hierarchical multiple regression analysis suggested that Weibo users had high motives in information gathering and expressing team support, and they also tended to be more interactive. Twitter users were more interested in interacting with a sport organization if their motives for obtaining entertainment information and technical information were met. Results of this study will assist sport organizations to learn to understand users' motives for following a sports team in both China and America and then develop more effective strategies to engage these users in these two main markets.

2019, The Official Publication of the International Council for Health, Physical Education, Recreation, Sport, and Dance (ICHPER•SD)

Drawing on a specific case of the El-Hawwar Sporting Club, located in El-Mansoura, Egypt, the primary intent of this study was to identify variables and key factors that contribute to an effective sport marketing promotional mix, used to enhance visibility and consumption of products and services of the sport organization. A total of 100 participants completed a questionnaire with questions using a 3-point Likert scale including demographic information to determine the effectiveness of a promotional mix to increase the service consumption of the HSC Sporting Club. The findings
confirm the extraordinary value of a well-chosen promotional mix to increase the visibility and profitability of the touted goods and services. Participants provided several practical recommendations that include a call on today’s sport marketers to invest sufficient time and resources in conducting a thorough market and consumer behavior analysis as a foundation for an effective promotional mix. This study found the use of promotion mixes in Egyptian clubs is still at its infancy and there is a dire need for more research on the topic in the future.

2019, Shaa

The paper is a response Essay about Ethics

2018, Стратегические коммуникации в бизнесе и политике: тезисы междунар. науч. конф. 22-23 ноября 2017 г. / ред. Ю.В. Таранова. СПб.: Институт «Высш. шк. журн. и масс. комм.» СПбГУ, 2017. Электронный сборник

А. Г. Милюкова Алтайский государственный университет ПРОВОКАЦИЯ В СТРАТЕГИИ БРЕНД-КОММУНИКАЦИЙ ФИТНЕС-КЛУБА Бренд-интегрированные коммуникации (Д. Шульц, Б. Барнс) фокусируются на осуществлении коммуникаций посредством разных каналов для... more

2018

The growing popularity of Instagram as a marketing platform by most popular brands is combined with the potential marketing and branding implications provides this visual platform valuable advantage in the sport context. Therefore, the purpose of this study was to examine social media’s most popular personal sports trainers’ self-presentation on Instagram to develop an understanding of the ways in which athletes use Instagram as a communication and marketing tool by which to build their personal brand. In addition to that it is aimed to explore the potential differences that exist between male and female athletes.

2018, HERALD of the National Academy of Managerial staff in Culture and Arts (Kyiv), 2017

Purpose of the research. The thematic focus in this article are mixed the author's concept of studying Advertising Graphics as a form of sociocultural communications with the analysis of stylistic tendencies, problems of figurative visualization of ideas and aesthetics of advertising appeals. Methodology of the research is a use of system-structural, sociocultural and comparative methods to the analysis Postmodern visual language of Advertising. Scientific originality consists in comprehensive study of the tasks of Advertising Graphics and its relevancy and weighty place in the structure of the integrated art discipline «Design of Advertising» in high school. During more 10 years the author is lectured own concept-course in Kyiv for designers. There are no ready-made advertising ideas that are trying to attract beginners in businessevery advertising idea depends on the product and the economic, social and cultural factors. Projecting the original and effective advertising is difficult even for professionals, as the advertisement has to be the end product of complex researches. Base components of the competencies for designer in Advertising have been selected taking into account the requirements of modern market: graphic design-foundation, sociocultural and marketing constituents. Besides, stylistics and art-aesthetic problems of modern Advertising in the communicative sphere, including displays of Kitsch and Eclecticism are analyzed. Recently, the searches for creative advertising ideas are actively continuing because of the monotony and primitivism of images, so-called visual standards overload huge advertising in Media. Special attention is paid to the problems of professional terminology, in particular, the content of illustrated glossary «Design and Advertising» which presented as a lexicographic resource for design-education. Conclusions. Advertising Graphics is meaningful content block that takes into account the sociocultural and marketing aspects in visual designing of promotional products. In near future, already requires shift to most subtle approaches to the consumers: more individual, more correct, more aesthetic.

2017

In 2004, Nike's advertisement called "Chamber of Fear" was released to the Chinese market, which resulted as a complete disaster for Nike's brand image in China. The purpose of this report is to identify why that advertising campaign failed, through determining all strengths and weaknesses, fully analyze the advertisement and Chinese culture as a whole, as well as, implement some suggestions for improving this commercial. Throughout the paper, we have analyzed the advertisement in terms of advertising appeals, implemented Hofstede's Model, and looked at values and traditions of Chinese culture. According to our analysis of the advertisement through the appeals, "Chamber of Fear" has strengths in term of locking and stopping power, as the advertisement grabs one's attention and is easily memorable. However, its weaknesses are in transmission and persuasive power, as the visuals are more focusing on celebrity endorsement and not conveying the message about features of the product. In order to understand why Nike failed their advertising campaign in China, we implemented Hofstede's Model in which the different cultural values between the US (Nike's origin) and China (target market) were compared. According to our analysis, Nike failed in terms of implementing Chinese values and traditions as they created the advertisement based on the US market. They offended Chinese cultural values by interpreting Western culture domination over Chinese. As the result, this advertisement was banned on TV and SNS by the Chinese government.