فهیمه مؤمنی فر

This research was conducted with the aim of presenting the Islamic marketing framework with the fuzzy Delphi approach in the consumers of sports goods in the virtual space. In terms of the objective, the present research was qualitative-exploratory and its analysis method was the fuzzy Delphi technique. The statistical population of this research included 14 professors of sports management, market evaluation, and researchers in this field, and a targeted sampling method was used. The main tool of data collection in the research was fuzzy Delphi questionnaire. Also, the current research method was carried out in 5 steps. The results of the research showed that 5 factors 1. Islamic mix (Islamic production, public benefit,  ethical product, product quality), 2. Sales (sufficient information to the customer About the goods and services of the transaction, respecting the customer and observing kindness, the need to pay attention to the satisfaction of the parties and to pay attention to the needs and desires of the customers, confronting the customer, being complacent in the sale and taking back the goods after the transaction if necessary, making the customers aware of the losses. possibility and side effects of the product, provision of skills, support, improvement of the environment), 3. Marketing planning ( legal framework, Islamic promotion and promotion, religious personality), 4. Islamic propaganda (honesty, abstinence) from false advertisements and slogans, educating customers, not hiding the defects of the product) and 5. Confronting the customer (denying betrayal to competitors and not trying to Bankrupting them, complying with ethical frameworks, not presenting false effects to attract customers from other competitors) are among the factors of the Islamic marketing framework in Consumers of sports goods in a virtual way with a fuzzy Delphi approach.

The current study was conducted to identify the impact of artificial intelligence on sports marketing (applications and limitations). This research is a sequential mixed-methods study (qualitative-quantitative). The participants in qualitative phase consisted of 15 sport management experts who were interviewed. In the quantitative section, the statistical population included members of the sports management academic community that was selected through random sampling approach. Kolmogorov-Smirnov test, confirmatory factor analysis, and path analysis were used in the quantitative part of the study. The structural equation method with partial least squares method was used to measure the validity of the model, and the research hypotheses. According to the results of the study, there are 8 effective factors of artificial intelligence applications in sports marketing, including predicting sales and prices of sports products/services, identifying revenue growth opportunities, automating sales processes of sports products/services, personalized recommendation systems through analyzing customer behavior of sports products/services, tracking satisfaction with sports products/services, and advertising. Additionally, there are 5 factors identified as limitations of artificial intelligence in sports marketing, including limited understanding of human elements, concerns about data privacy, costs, and technical issues. The findings can help sports marketers to better utilize artificial intelligence for better delivery and customer satisfaction of sports products and services.