Identification of Sustainable Marketing Indicators in Iran's Sports Industry
Keywords:
Sustainable marketing, sports marketing, sports industryAbstract
This study aimed to identify sustainable marketing indicators in Iran's sports industry. The research was applied in nature and utilized a qualitative approach. The statistical population consisted of professors and experts in sports management, specifically in the areas of marketing and environmental studies. A purposive sampling method with snowball sampling technique was used. After conducting in-depth interviews with 12 selected participants, theoretical saturation was reached, and the interviews were transcribed. According to the findings, 80 indicators were identified for sustainable marketing in Iran's sports industry, categorized into 13 criteria and 5 dimensions. These dimensions included causal factors (environment, planning, and branding), contextual factors (customer orientation, innovation, and infrastructure), intervening factors (government issues and cultural issues), strategies (virtual, support, and communication), and outcomes (empowerment and management). The results indicated that for sustainable marketing indicators in Iran’s sports industry, attention should be given to causal factors such as the environment, planning, and branding, as well as contextual factors such as customer orientation, innovation, and infrastructure.
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