میثم صادقی

The purpose of this study is to compile the sociological framework of cultural capital in Iranian sports.The qualitative research method was chosen with the approach of sociological analysis of sports phenomena.The participants include two parts of human resources and information resources. It was relevant and valid. It was done with a sufficient number of participants, purposefully and based on reaching theoretical saturation(16people and 63documents).The research tool included semi-structured exploratory interviews along with a systematic library study.The validity of the tool was evaluated and confirmed based on the scientific merit of the sample, the validity of the tool based on the legal and scientific validity of the sample, the opinion of experts and the agreement between the correctors.In order to analyze the findings, a multi-stage conceptual coding method was used with a systemic and sociological analysis approach.Levels and perspectives in the order of influence-reactivity between their subgroup variables including productive capacities, driving mechanisms, distributional achievements and expected functions of cultural capital in sports. In general, the trustees and stakeholders in the country's sports, in the programs and goals of micro and macro regarding the country's sports and the involvement of cultural capital in the country's sports, should note that the sports-oriented family and lifestyle, sports-oriented education and training, the place of sports in Consider the social class as well as the human capital in sports as productive capacities of cultural capital in the country's sports.

Purpose – This paper investigates the impact of social-media marketing elements on consumer–brand engagement, brand Awareness and brand image. 320 consumers of sports brands' social media pages were studied. The following survey was done with descriptive correlation method. Questionnaire measurement tool Cheung et.al (2019), Islam (2016) and Langaro et.al (2016).used partial least squares structural equation modelling (PLS–SEM) to test the links between social-media marketing elements, consumer–brand engagement, brand Awareness and brand image. Structural equation modeling were used to analyze data. Structural equation model analysis showed that The Customisation, interaction, electronic word-of-mouth and trendiness are the key Trendiness, elements directly influencing consumer brand engagement, then strengthening brand awareness and brand Awareness. This contrasts with the non-significant results found for the influence of entertainment and customisation on consumer–brand engagement. This study contributes to the branding literature by providing an understanding of the role of social-media marketing elements in the brand-building process. Social media is a marketing channel recognised by its effectiveness in communicating brand-related information and its role as a means to stimulate consumers’ brand engagement brand, Awareness and brand image. By empirically testing a theoretical model, this study confirms that specific social-media marketing elements, namely Customisation, interaction, EWOM and trendiness, are critical drivers in the brandbuilding process

The purpose of this study was to investigate the effect of Instagram advertising indices on the immediate and latent behavioral response of sporting consumers. The statistical population of this study consists of consumers of sporting goods in Tehran Monirieh market using Instagram. 341 questionnaires were used to select the sample. Data analysis was performed using Smart-PLS software. The results showed that tendency index with 0.32 had the most effect on immediate behavioral responses and knowledge with 0.24, awareness with 0.216 and persuasion with 0.156 had the most effect on behavioral responses, while persuading with 0.284 had the most effect on hidden behavioral responses and awareness with 0.268, tendency with 0.244 and knowledge with 0.22 had effect on hidden behavioral responses, respectively. Expressing the benefits, added value, potential benefits of buying a product on Instagram and displaying product consumption by celebrities, such as heroes and artists, promotes sports marketing on Instagram, enhancing consumer interest and persuading consumers to shop and creativity in advertising can affect this relationship. Interacting and engaging through social media greatly facilitates the process of creating a stable intimate relationships between the company, its products and customers and it causes instant and latent positive behaviors such as transferring information and posts, interacting, and ultimately it leads to consumer buying behavior.

The purpose of the present study was to investigate the effect of social stimuli on the purchasing decision of foreign wearing apparel consumers. The descriptive-correlation research method was applied in the field of applied and applied purpose. The statistical population was the consumers of foreign sports clothing brands (Nike, Adidas) in Tehran. A sample size of 384 people was estimated using Morgan's table. Out of these, 380 acceptable questionnaires were analyzed. Measurement tools for the questionnaire were Mansuri Moeid etal. (2014) and Safarzadeh et al. (2011). The questionnaire consisted of three social stimulus indicators with 10 items, a decision to buy 5 items and emotional-perceptual indicators with 4 items. The faculty and content validity of the questionnaire was reviewed by eight sports management professors and after the corrections were used. Structural validity and validity were also presented using structural equations. The results showed that there was no significant difference between women's and men's views on the purchase of foreign sports goods. However, the regression weights of the model paths showed that social stimuli had a better effect on women's purchasing decisions than men in the shop floor space. In general, when vendors use polite and positive words and sentences, the buyer delivers more flexible and patient service during the service, as well as participates in incentive and promotional programs. Therefore, retail owners must create a desirable shop floor space, especially in the field of social stimuli, which stimulates buyer behavior and decision making process for consumers.