| تعداد نشریات | 63 |
| تعداد شمارهها | 2,282 |
| تعداد مقالات | 18,831 |
| تعداد مشاهده مقاله | 59,343,614 |
| تعداد دریافت فایل اصل مقاله | 30,353,314 |
Investigating the Mediating Role of Startup Sports Business in the Impact of Artificial Intelligence Marketing on Sports Product Marketing Strategies | ||
| International Journal of Digital Content Management | ||
| مقاله 2، دوره 7، شماره 12، فروردین 2026، صفحه 31-53 اصل مقاله (1.4 M) | ||
| نوع مقاله: Original Article | ||
| شناسه دیجیتال (DOI): 10.22054/dcm.2025.80452.1249 | ||
| نویسندگان | ||
| Akbar Mahdavi Ghareh Agaj Olya* 1؛ Mehrdad Moharramzadeh2؛ Tohid Aghayi Khanmohammad3 | ||
| 1Ph.D. student of Sport Management, University of Mohaghegh Ardabili, Ardabil, Iran | ||
| 2Professor, Department of Sport Management, University of Mohaghegh Ardabili, Ardabil, Iran | ||
| 3Ph.D. student of Sports Management, University of Mohaghegh Ardabili, Ardabil, Iran | ||
| چکیده | ||
| Purpose: The objective of this study is to examine the mediating role of improved performance in sports startups in the impact of AI-driven marketing on sports product marketing strategies. Method: This applied research employed a descriptive-survey design. The study population consisted of physical education professors, sports science students from Mohaghegh Ardabili University, along with sports product sellers and consumers in Ardabil province. Using Cohen’s formula with a test power of 0.80 and an effect size of 0.25, a sample size of 355 participants was determined. Following the removal incomplete responses, 342 questioners were included in the final analyzed. Data collection utilized standardized questionnaires, for which content, divergent validity, and convergent validity were assessed and established. Reliability, measured by Cronbach’s alpha, yielding coefficients of 0.82 for AI marketing, 0.86 for sports product marketing strategies, and 0.78 for sports startups performance. The hypothesis were tested using structural equation modeling (SEM) with SPSS19 and AMOS23 software. Findings: The findings indicated that AI-driven marketing exerts a 0.42 effect on sports product marketing strategies and 0.14 effect on the performance improvement of sports startups. Furthermore sports product marketing strategies demonstrated 0.60 effect on enhancing the performance of improvement sports startups. Conclusion: Therefore, leveraging AI in marketing constitutes a key factor for the success and sustainable growth of sports startups. | ||
| کلیدواژهها | ||
| Artificial Intelligence؛ Marketing؛ Physical Education؛ Sport Product؛ Digital Technology | ||
| مراجع | ||
|
Alberto, de, M., Jr., Beatriz, P., Amorim., P., Ikeda, T., Victoria, R., & Cunha, F. (2022). Os impactos da Inteligência Artificial nas estratégias de marketing. Revista Fatec Zona Sul. doi: 10.26853/refas_issn-2359-182x_v09n01_02
Alexandru, M. (2013). The Strategic Sport Marketing Planning Process. Manager Journal, (17), 230-236.
Anna, S, Kh. & Radik, R. (2022). Strategizing Sports Industry Enterprises. Strategirovanie: teoriâ i praktika, doi: 10.21603/2782-2435-2022-2-3-405-420.
Yang, B. (2022). On the Influence and Application of Artificial Intelligence on China's Commercial Sports Industry—Empirical Analysis Based on Artificial Intelligence Coupling Model. In Proceedings of the 2022 7th International Conference on Multimedia Systems and Signal Processing (pp. 40-45). doi: 10.1145/3545822.3545833
Chakraborty, I., Edirippulige, S., & Vigneswara I. P. (2023). The role of telehealth startups in healthcare service delivery: A systematic review. International journal of medical informatics, 174, 105048. https://doi.org/10.1016/j.ijmedinf.2023.105048
Chauhan, Sh. (2023). Impact of Marketing Strategies on Automobile Industry. International Journal For Multidisciplinary Research. doi: 10.36948/ijfmr.2023.v05i02.2271.
Cheng, W. H., Chen, Y., Huang, P., Ni, Y., & Liang, M. C. (2023). The impact and profitability of day trading following the relaxation of day trading restrictions in Taiwan. Heliyon, 9 (4), e14939. https://doi.org/10.1016/j.heliyon.2023.e14939
Elyasi, M., Mohammadi, M., Jafari, H., & Karami, P. (2018). Reviewing the global experiences of startup companies in the field of sports and physical health, a series of reports on the global experiences of startup companies, Publisher: Danesh Banyan Fanavar.
Fiegerman, S. (2015). 10 Startups to Watch in 2015. Http://Mashable.Com/.
Graham, P. (2012). Startup growth. http://www. paulgraham. com/growth. html,[pristupljeno], 3253. 2032.
Han, L., & Zhang, Z. (2023). Impact of digital finance on enterprise green innovation: From the perspective of information asymmetry, consumer demand and factor market distortions. PLoS One, 18(12), e0295809. https://doi.org/10.1371/journal.pone.0295809
Kemal, G, N., & Aydin, S. (2022). Literature review on the relationship between Artificial Intelligence Technologies with Digital Sports Marketing and Sports Management. Indonesian Journal of Sport Management. doi: 10.31949/ijsm.v2i2.2876
Krishna, A., Agrawal, A., & Choudhary, A. (2016). Predicting the outcome of startups: less failure, more success. In 2031 IEEE 31th International Conference on Data Mining Workshops (ICDMW) (pp. 133-302). IEEE.
Lin, T., Zhu-Tian, C., Yang, Y., Chiappalupi, D., Beyer, J., & Pfister, H. (2022). The quest for omnioculars: Embedded visualization for augmenting basketball game viewing experiences. IEEE transactions on visualization and computer graphics, 29(1), 962-972. https://doi.org/10.1109/tvcg2022,3209353
Liu, P., Huang, Y., & Hermanowicz, S. W. (2021). Shifting entrepreneurial landscape and development performance of water startups in emerging water markets. PLoS One, 16(2), e0246282. https://doi.org/10.1371/journal.pone.0246282
Chen, L. (2020, November). Reasonable Approach and Development Trend of Artificial Intelligence Sports Development. In International Conference on Machine Learning and Big Data Analytics for IoT Security and Privacy (pp. 87-93). Cham: Springer International Publishing. doi: 10.1007/978-3-030-62743-0_13.
MacIntyre, M. R., Cockerill, R. G., Mirza, O. F., & Appel, J. M. (2023). Ethical considerations for the use of artificial intelligence in medical decision-making capacity assessments.
MacIntyre, M. R., Cockerill, R. G., Mirza, O. F., & Appel, J. M. (2023). Ethical considerations for the use of artificial intelligence in medical decision-making capacity assessments. Psychiatry research, 328, 115466. https://doi.org/10.1016/j.psychres.2023.115466
Mahabub, B. Sh. (2023). Impact of artificial intelligence on marketing. East Asian Journal of Multidisciplinary Research. doi: 10.55927/eajmr.v2i3.3112
Azimi, M. R., Mondalizadeh, Z., & Zohrehvandian, K. (2023). Identifying barriers to launching sports startups and providing solutions (Case study: Hamadan Province). Sport Management and Development, 12(3), 144-169. https://doi.org/10.22034/ssys.2022.1973.2402
Nataliya, T & Vitaliy, V. (2019). Basics of sports marketing. doi: 10.36818/2071-4653-2019-6-4.
Pounder, P. (2019). Examining interconnectivity of entrepreneurship, innovation and sports policy framework. Journal of Entrepreneurship and Public Policy, 8(4), 483-499. doi: 10.1108/JEPP-08-2019-111
Pengpeng, F. (2020). Research on the Influence of Brand Marketing on Brand Relationship Quality Based on Brand Strategy.
Reddy, R. (2020). Implementation of new ways of artificial intelligence in sports. Artificial Intelligence, 14(5), 5983-5997. doi: 10.2139/SSRN.3620017
Salehian, M., Bahrami, Sh., Rasekh, N & Rizvandi, A. (2024). The role of information and communication technology in the development of sports startups. Communication management in sports media, 11 (3). https://doi.org/10.30473/jsm.2020.53442.1426.
Sporsem, T., Tkalich, A., Moe, N. B., & Mikalsen, M. (2021, May). Understanding barriers to internal startups in large organizations: evidence from a globally distributed company. In 2021 IEEE/ACM Joint 15th International Conference on Software and System Processes (ICSSP) and 16th ACM/IEEE International Conference on Global Software Engineering (ICGSE) (pp. 12-21). IEEE. arXiv preprint arXiv:2301503101
Sunonda, K. (2017). How to start and manage startup companies in India, a Case study approach. International Journal of Engineering Development and Research, 5(4), 167-174.
Ratković, T. (2019). Razvojne mogućnosti sporta kao sastavnice nacionalnoga gospodarstva u međunarodnom poslovnom okruženju (Doctoral dissertation, University of Zadar).
Tasaddoghi, Z., Razavi, S. M. H., & Amirnezhad, S. (2020). Designing a success model for entrepreneurs in sports businesses. Annals of Applied Sport Science, 8(3).
Ratten, V. (2020). Sport Startups: What Does the Future Hold?. In Sport Startups: New Advances in Entrepreneurship (pp. 105-116). Emerald Publishing Limited. doi: 10.1108/978-1-78973-081-420201008.
Zhang, X. (2022, May). On the Application of Artificial Intelligence to the Upgrading of China's Sports Industrial Structure–Empirical Analysis of GMM Method Based on Computer Two-Step System. In 2022 7th International Conference on Information and Network Technologies (ICINT) (pp. 91-98). IEEE. doi: 10.1109/ICINT55083.2022.00022
Chen, Y., Zhu, Q., & Zhang, Y. (2023). Research on Application of Computer Artificial Intelligence Technology in Analyzing the Economy of Pre-sale of Sports Tickets. Highlights in Science, Engineering and Technology, 31, 161-166. https://doi.org/10.54097/hset.v31i.4829
Yin, Z., Wang, B., & Wang, L. (2010). E-Commerce Leading Development Trend of New Sports Marketing. In Advances in Wireless Networks and Information Systems (pp. 303-308). Berlin, Heidelberg: Springer Berlin Heidelberg. | ||
|
آمار تعداد مشاهده مقاله: 406 تعداد دریافت فایل اصل مقاله: 209 |
||