محمدسعید کیانی

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.

Objective: The purpose of this research is The effect of media tourism and sports diplomacy on product brands. Methodology: This is a correlational study and the statistical population of this study is PhD students in sports in Iran. Based on Morgan's table, 150 Individuals were selected by random method. In order to achieve the research goals, a comprehensive list of sports indicators was prepared and adjusted and a researcher - made questionnaire was developed. The validity of the questionnaire was confirmed by 15 sports management professors and their reliability was in a preliminary study with 30 subjects and Cronbach's alpha was calculated to be 0.909 . Descriptive and inferential statistical methods such as exploratory factor analysis, and confirmatory factor analysis were used to analyze the data using SPSS and LISREL software. Results: The results showed that the main variables have eight general dimensions of sport tourism, sport diplomacy, sports investment, sporting-cultural, sports exports, sports people-sports, sports achievements and media sports, and has a total of 50 indicators. Conclusion: According to the results of the research and the identified indicators, the proposed model is a suitable theoretical model for sport indicators affecting the brand of the country.

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.

SUBJECT AND OBJECTIVES : The current research was carried out with the aim of designing a strategic model of sports leisure management and its function in the human life with a combined approach. METHOD AND FINDING : In terms of practical purpose, the present research was a combination of sequential exploratory and survey collection methods. The statistical community in the qualitative section includes members of the scientific team of sports sciences and specialists in leisure time and strategic planning; these people were selected for qualitative interviews in the research topic (22 interviews with 22 people and continued until theoretical saturation). The statistical population of the quantitative part includes the experts of the Ministry of Sports and the youth of Iran. The results of the analysis of the qualitative data obtained from the interview, the paradigmatic model of the strategic plan of sports leisure with an emphasis on the Iranian model in the form of six dimensions.In the designed model, the support of managers, acceptance of employees, team participation and organizational culture are considered as causal factors in the strategic plan of sports leisure time with an emphasis on the Iranian model, which provide the reasons for the success of the strategic plan. In the quantitative part, it was also determined that all 6 main components of the research have a suitable fit, so the research model has a sufficient fit. CONCLUSION : Considering that the basic problem of youth and teenagers is the identity gap and its product is fascination and self-loss in front of the invading western culture, this determines their lifestyle, which is far from the Islamic lifestyle. Therefore, the basic strategy in Leisure Time is to create an identity; Because, cultural invasion attacks values in a special way and puts them under its influence.

Today, competition to improve the quality of services is recognized as a critical strategic issue for sports venues. The purpose of this study is to determine the impact of service quality on improving loyal behaviors. (A case study of customers of wrestling sports complexes in Kermanshah province). The research method was descriptive-correlational and was conducted in the field. The study's statistical population was the customers of wrestling halls in Kermanshah province. In this study, 450 people were considered as the statistical sample of the study by random cluster sampling. Bonajsui's (2012) Research Work Questionnaire was used to measure research variables. Univariate and multivariate regression and the Friedman test were used to analyze the data. The regression test results showed that the service quality variable has a predictive power of about 18% of the variance of communication quality. Furthermore, the results showed that the variables of personnel responsiveness, reliability, and trust in personnel could be significant predictors of the communication quality component. Also, the results showed that the variable of communication quality could be a significant predictor for the components of loyal behavior, word of mouth, purchasing desire, and dissatisfaction. The study's results showed that the quality of services affects the quality of communication. According to the results, the responsiveness of the complex staff, reliability, and trust in the personnel have a positive effect on the quality. At the same time, no relationship was found between the tangibles and empathy components with the relationship's quality. According to the results, improving the quality of services in sports complexes and the quality of customer relations are the main factors in the occurrence of loyal customer behaviors and their reappearance in the future.