| Thematic analysis of marketing services based on sports services through emotional intelligence |
| Paper ID : 1283-SSRC-13TH |
| Authors |
|
sahar davodi asgar *1, Vahid Saatchian2 1Imam Reza International University 2اعضای هیات علمی دانشگاه امام رضا |
| Abstract |
| Background and Aim: The value of using and controlling and using emotional intelligence in the current situation can be considered a powerful item that has created a comprehensive and stable relationship between marketing and sports. Sports marketing is one of the most complex and important tasks of sports organizations. Undoubtedly, marketing of sports products and services is the cause of stability and prestige of sports clubs and federations. Methods: For this purpose, 12 elites familiar with the field of psychology, business and sports management were purposefully selected for deep unstructured questioning and the data were analyzed simultaneously using a set of numerical, theoretical and selective inferences. And were analyzed. The process of conducting interviews and collecting available data proceeded to the full stage of expressing opinions. Findings: In the factors affecting the development of sports marketing, we can mention the structural, legal, managerial, social, governance and economic factors. Also in the field of sports marketing barriers can be the lack of belief in sports marketing among top managers of the sports industry as an effective and durable source of income in sports, lack of alignment of investors in sports with development policies and norms and the inability to accurately determine profits Sports marketing for investors during this period as well as the risks of return on investment, which are the most important obstacles that should be mentioned. Conclusion: From the research findings, it is concluded that integrated sports marketing shows an increase in the correct, purposeful, efficient and regular use of emotional intelligence as an integrated strategy that combines dynamic and sustainable use of agents using emotional intelligence control tools of customers and spectators. And it will be the fans who are focused on it through the various agents of the club or the federation. |
| Keywords |
| “Emotional Intelligence” , “Sports Marketing” , “Strategy” |
| Status: Abstract Accepted (Poster Presentation) |
