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Sarlab, Roghayeh, Farid Fathi, Maryam. (1400). Design of Fuzzy Cognitive Mapping Model of Factors Affecting Personalized Advertising in the Sporting Goods Industry. جلوه هنر, 1(2), 213-230. doi: 10.22051/sbj.2022.39717.1025
Roghayeh Sarlab; Maryam Farid Fathi. "Design of Fuzzy Cognitive Mapping Model of Factors Affecting Personalized Advertising in the Sporting Goods Industry". جلوه هنر, 1, 2, 1400, 213-230. doi: 10.22051/sbj.2022.39717.1025
Sarlab, Roghayeh, Farid Fathi, Maryam. (1400). 'Design of Fuzzy Cognitive Mapping Model of Factors Affecting Personalized Advertising in the Sporting Goods Industry', جلوه هنر, 1(2), pp. 213-230. doi: 10.22051/sbj.2022.39717.1025
Sarlab, Roghayeh, Farid Fathi, Maryam. Design of Fuzzy Cognitive Mapping Model of Factors Affecting Personalized Advertising in the Sporting Goods Industry. جلوه هنر, 1400; 1(2): 213-230. doi: 10.22051/sbj.2022.39717.1025

Design of Fuzzy Cognitive Mapping Model of Factors Affecting Personalized Advertising in the Sporting Goods Industry

Sports Business Journal
مقاله 13، دوره 1، شماره 2، مهر 2021، صفحه 213-230    اصل مقاله (867.62 K)
نوع مقاله: Research Paper
شناسه دیجیتال (DOI): 10.22051/sbj.2022.39717.1025
نویسندگان
Roghayeh Sarlab* 1؛ Maryam Farid Fathi2
1Assistant Professor, Department of Sport Management, Faculty of Sport Science, Urmia University, Urmia, Iran.
2PhD in Sports Management, Department of Sport Management, Faculty of Physical Education and Sport Science, University of Tabriz, Tabriz, Iran.
چکیده
Purpose: This study was the design of a fuzzy cognitive mapping model of factors affecting personalized advertising in the sporting goods industry.
Methodology: The primary research method of this paper, the descriptive-exploratory study, was semi-structured interviews with the informed and expert individuals who were active in the intended domain of the study. Sampling was done using snowball sampling to select participants from among the Specialists in sports marketing, sports brand, and sports industry and university professors in Sports Management, Business Management, Technology management who had the intended characteristics. After conducting 14 interviews and collecting data, the obtained data were coded. After summarizing and theming the issues raised by the experts, seven main indicators and 33 Sub-indices were obtained in personalized advertisements in the sporting goods industry. Then, based on the knowledge of experts, the relationships between concepts were drawn in the form of fuzzy cognition maps. Excel, FCMapper, and FCM EXPERT software were used to draw fuzzy cognitive maps and calculate the related indicators.
Findings: According to the table, customer relationship management is the most affected by other factors. Also, the research results showed that Customer Knowledge Management has the most significant impact on the factors of the ad personalization model. Customer relationship management, Clustering customers, and Customer Knowledge Management, respectively, have the highest degree of centrality; this means that they have the most impact on the model.
Originality: In this study, we examined the development of a fuzzy cognitive mapping model of factors affecting personalized advertising in the sporting goods industry that has not been studied so far.
کلیدواژه‌ها
Advertising؛ Fuzzy Cognitive Mapping؛ Marketing؛ Personalized؛ Sports Industry
عنوان مقاله [English]
تدوین مدل نگاشتی شناختی فازی عوامل مؤثر بر تبلیغات شخصی سازی شده در صنعت کالاهای ورزشی
نویسندگان [English]
رقیه سرلاب1؛ مریم فرید فتحی2
1استادیار، گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه ارومیه، ارومیه، ایران.
2دکترای مدیریت ورزشی، گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تبریز، تبریز، ایران.
چکیده [English]
هدف: این پژوهش به تدوین مدل نگاشتی شناختی فازی عوامل مؤثر بر تبلیغات شخصی‌سازی شده در صنعت کالاهای ورزشی با استفاده از روش کیفی و نظریه زمینه‌ای بر اساس رویکرد گلیزر و مبتنی بر رویکرد نگاشتی شناختی فازی است.
روش‌: ابزار اصلی این پژوهش توصیفی-اکتشافی، مصاحبه نیمه ساختاریافته با افراد آگاه و خبره فعال در حوزه مورد نظر بود. نمونه‌گیری با استفاده از گلوله برفی برای انتخاب شرکت‌کنندگان از بین متخصصان بازاریابی ورزشی، برندهای ورزشی و صنعت ورزش و اساتید دانشگاه در رشته‌های مدیریت ورزشی، مدیریت بازرگانی، مدیریت فناوری که دارای ویژگی‌های مورد نظر بودند، انجام شد. پس از انجام 14 مصاحبه، داده‌های به دست‌آمده کدگذاری شد. پس از جمع‌بندی موضوعات مطرح شده توسط کارشناسان، 7 شاخص اصلی و 33 زیرشاخص در تبلیغات شخصی سازی شده در صنعت لوازم ورزشی به دست آمد. سپس بر اساس دانش صاحب‌نظران، روابط بین مفاهیم در قالب مدل نگاشتی شناختی فازی ترسیم شد. برای ترسیم مدل شناختی فازی و محاسبه شاخص‌های مربوطه از نرم‌افزارهای Excel، FCMapper  و FCM EXPERT  استفاده شد.
یافته‌ها: بر اساس نتایج، مدیریت ارتباط با مشتری بیشترین تأثیر را از سایر عوامل می‌پذیرد. همچنین، نتایج تحقیق نشان داد که مدیریت دانش مشتری بیشترین تأثیر را بر عوامل مدل شخصی‌سازی تبلیغات دارد. مدیریت ارتباط با مشتری، مشتریان خوشه‌بندی و مدیریت دانش مشتری به ترتیب دارای بالاترین درجه مرکزیت هستند. این بدان معنی است که آن‌ها بیشترین تأثیر را بر روی مدل دارند.
اصالت و ابتکار مقاله: در این مطالعه، به تدوین مدل نگاشتی شناختی فازی عوامل مؤثر بر تبلیغات شخصی‌سازی شده در صنعت کالاهای ورزشی بررسی شد که تاکنون مطالعه‌ای بر روی آن انجام نشده است.
کلیدواژه‌ها [English]
بازاریابی, تبلیغات, شخصی سازی شده, صنعت ورزش, نگاشتی شناختی فازی
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