محمدسعید کیانی

Purpose : The purpose of conducting research was the effect of information and new technologies in attracting customers to sports venues in Kermanshah province. Method : According to the official statistics of the medical board, about 40,000 people are mentioned in the province's sports statistics community. The present research is applied research that is descriptive in terms of strategy and survey in terms of implementation. Data collection was done by field method and through a questionnaire. The statistical population was all customers of sports facilities in Kermanshah province. Based on Cochran's formula, 560 people were selected as a statistical sample. To collect information, Moghimi's (2010) mixed marketing questionnaires were adapted, and information technology and attracting research-made customers were used. The structural equation path analysis method was used to analyze the findings. Findings : Findings indicate that the fit of the structural model of t-coefficients for all research relationships greater than 1.96 can be confirmed by the appropriateness of the fit of the structural equation model. Conclusion : In general, it can be acknowledged that the combination of marketing and the use of information technology directly affects the process of attracting customers to sports venues, so it is recommended that managers use these strategies to highlight the competitive advantages of sports venues through the use of space. Put physical and virtual on the agenda.

The primary objective of this research was to investigate the impact of new social media on the marketing of sports products in Iran. The research utilized a qualitative and applied methodology, focusing on experts in sports marketing and sports management professors as the research population. Data from interviews were analyzed through three stages of coding: open, central, and selective. Within the context of Internet marketing in sports, several key issues emerged, including the absence of a dedicated authority for Internet sports marketing, instability in sports management, lack of comprehensive regulations, and underutilization of Internet marketing in sports business processes. Traditional methods persisted despite economic challenges. The study concluded that the absence of a specific authority for Internet marketing in sports leads to confusion, improper monitoring, and potentially harmful marketing practices. Establishing consistent regulations is crucial to the development and institutionalization of Internet marketing in the sports industry.

Sports organizations use social media to create opportunities to increase productivity, market share, market value and profitability. Mass media, especially cyberspace, play a major role in the field of social change in the present era. One of the best features of cyberspace marketing for today's businesses and job creation in the field of sports is that there is not much barrier to entering and using their facilities. Therefore, the present study focuses on the role of social media in the revenue development of sports businesses. The study population in this study is PhD students in sports management and sports media experts in Iran in this field. Samples were identified purposefully using random sampling. Data collection tools were interviews, and data analysis tools were customary content analysis and paradigmatic grounded theory. Based on the findings of interviews with participants, there are a number of factors in sports that act as requirements or barriers to the use of social media in the revenue development of the sports industry. Factors such as; Experiences in the field of using social media, scientific view on the use of social media, paying attention to the interests and standards of common professions in the world and activities in the virtual world and social media play an important role in generating revenue through the use of social media in industry. They have exercise. The results of the present study showed that the development of appropriate cultural programs can increase knowledge and awareness, improve the intellectual and cultural level of the audience. Also, based on the analysis of the results, marketing through social media has potentials that can enable economic development in the sports industry. Social media marketing through revenue generation and cost reduction can be an effective step towards improving financial problems and the sports industry.