Psychological-Social Strategies Affecting Motivational Marketing in Sports

Document Type : Original Article

Authors

1 Ph.D Student, Sport Management Department, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran.

2 Assistant professor of physical education department, Sanandaj branch, Islamic Azad University, Sanandaj, Iran.

3 Assistant Professor in Physical Education Department, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran.

Abstract

Purpose: The aim of this research was to investigate the psychological-social strategies affecting motivational marketing in sports.
Methods: The research method used was grounded theory. Participants included 16 experts in sports marketing, sports psychology, and sports marketers. Targeted sampling method was used to reach theoretical saturation in the research. Data collection tools included semi-structured interviews and a researcher-made questionnaire based on a 5-values Likert scale. Validity and reliability of the results were assessed using Guba and Lincoln criteria for qualitative research and Cronbach's alpha, homogeneity reliability, composite reliability, convergent validity, and divergent validity for quantitative research. Data analysis in the qualitative section was conducted using the grounded theory method, with three stages of open, axial, and selective coding using MaxQDA version 18 software.
Results: The results in the quantitative section confirmed the hypotheses and factors in the first and second order confirmatory factor analysis tests, with factor loadings of the items and factors above 0.4. Psychological-social strategies such as appropriate management, psychological promotion, suitable service strategies, customer relations, logo suitability, and alignment with social perspectives formed the pattern of motivational marketing in sports.
Conclusions: Based on the results of this study, the psychological-social components of motivational marketing require comprehensive planning by relevant authorities in order to maximize the economic benefits of marketing in sports.
 

Keywords

References

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Sports Psychology
Volume 14, Issue 2
2022
Pages 231-241

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History

  • Receive Date: 15 April 2021
  • Revise Date: 21 September 2021
  • Accept Date: 22 October 2021

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