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The aim of this study was to determine the relationship between team identity and spectator flow with the atmosphere of the stadium and spectator loyalty. The research method is causal communication and the survey method is survey. The statistical population of the present study consists of 40,000 football spectators present at Azadi Stadium in the football match between Persepolis and Esteghlal Khuzestan in the 2017-2018 season. 384 of them were selected as the statistical sample of the study and the questionnaires were distributed among them as a non-random-voluntary sample. The research tools included James and Ross’s Team Identity Adjusted Questionnaire (2002), Csikszentmihalyi’s Stream Questionnaire (1990), Uhrich and Benkenstein’s Stadium Atmosphere Questionnaire (2012), and Mahoney et al.’s Spectators Loyalty Inventory (2000). The descriptive statistics and path analysis method were used in PLS software to analyze the data. The results showed that team identity and spectator flow with a path coefficient of 0.580 and 0.386, have a significant effect on the atmosphere of the stadium and also the three variables of stadium atmosphere, flow and team identity with path coefficients of 0.247, 0.248 and 0.428 have a positive effect on spectator loyalty. Based on the results of this study, it is suggested to the managers of clubs and stadiums to pay special attention to team identity and spectator flow in order to increase spectator loyalty and understand the appropriate atmosphere of the stadium.

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The process of talent identification attempts to guide people who are prone to sports that have the greatest chance of success on the basis of certain tests. This research was conducted with the aim of developing a strategic model of talent identification in Iranian Weightlifting. This study is a qualitative based on grounded theory. The statistical population was experts in power lifting and  purposeful sampling method was used. The data gathering tool was deep interview. In this study, qualitative analysis approaches including open, axial and selective coding were used to analyze the findings. In addition, all statistical operations were performed using Maxqda software version 12. The findings showed that the strategic model of scouting in weight lifting sports from the strengths and weaknesses of scouting structures, the principles of talent identification, the methods of talent identification, the attributes of methods of scouting, predisposing and deterrent factors of scouting activities, and Scouting goals are formed. According to the results of the research, it is suggested that the facilitators of the scouting process be strengthened more than before. Then it is necessary to benchmark other countries, provide facilities and tools, develop specialized experts in the field of talents and special schools for weight lifting.
 

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The main objective of this study was to provide a model of the underlying causes of the management of the relationship between physical education faculties and sport science and the executive branch of the sports industry. In order to collect information, deep interviews with the elite were conducted on the topic of research. Sampling was conducted purposefully and snowball method. Finally, 18 qualitative interviews were conducted. The findings were analyzed through coding method in three stages: open, axial and selective. The findings revealed 59 effective signs in the relationship management of faculties and the executive branch of the sports industry. These labels were categorized in 14 concepts including knowledge, organizational culture, government look, industrial thinking, scientific thinking, human resources, ethical aspects, trust / mediation unit, parallel management, laws and regulations, Media, capacity building, competitive space and communication management. Finally, the research model emerged from five main categories including culture, marketing, environment, insight, and trans-organization powers. According to the findings of the research, there are some executive strategies that can be used by sports managers in relation to the scientific management of the relationship between sports organizations.

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In scientific marketing models, attention is the main step in the effectiveness of advertising. That's why, competition over attention to advertisement has been of prime importance for the sponsors and marketers. However, sport marketing research has not yet been able to gain a proper understanding of the factors that influence the viewer's attention to advertising while watching a sport event. Different methods of data collection and using different evaluation tools can also help managers and sponsors make the right decisions. This semi-experimental research has compared the methods of evaluating TV viewers' attention to advertising through sport. For this purpose, 60 targeted sampling in the form of two groups of women (n = 30) and men (n = 30) watched the football match between Esteghlal and Persepolis in a laboratory site. While samples were watching the football match, meantime designed advertisements were presented too, the viewer's eye information was stored by the eye tracker in the form of fixation and duration. In addition, at the end of the test, the participants' attention to advertising was evaluated using an attention questionnaire. Analysis of the findings showed that in evaluation of the viewer's attention to advertising by questionnaire; there is no difference between males and females. But in both of Eye Tracking variables, females paid more attention to advertising than males. Also, the correlation between the results of the questionnaire and the Eye Tracker was not significant. Finally, in order to achieve new results and to develop the advertising industry, as well as identifying the factors affecting the effectiveness of advertising, it is better to use neuromarketing tools as a complement to other methods of data collection (questionnaire, interview, observation).

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Introduction
With the expansion of information and communication technology and its introduction into the workplace, the world has witnessed the close relationship between the application of information technology in organizations and the improvement of performance, as well as the better and faster achievement of organizational goals. Social media, especially Instagram, creates a space for users to express their opinions, allowing companies to contact users directly and without intermediaries, at the right time and with minimal cost. With an understanding of the importance of technology in sales, we analyze the factors affecting the sales of sports goods in the virtual space of Instagram.
Methodology
This research aims to provide suitable suggestions to companies active in the production and sale of sports products to increase their sales. It utilizes textual data from comments and captions on Instagram and examines and analyzes posts and user opinions regarding sports products (specifically two brands: Adidas and Majid). The analyses were conducted in two sections: the first section (captions) analyzed the methods and manners of the advertisements by the sellers of the brands' products, extracting their advertising patterns and techniques. In the second section (comments), user opinions on the products presented on Instagram were examined and analyzed. Text analysis (posts and user comments) and sentiment analysis were key components of the analysis. For analyzing user comments, data obtained from the Instagram API, including three key parameters: the user's name, the date and time the comment was posted, and the content of the comments, were evaluated.
Discussion
The research findings indicate that companies, sellers, and brands should have a very organized plan for advertising throughout all periods of the year. Continuous interaction and proper activity with social network users can also play a role in increasing the motivation of representatives across the country. The study emphasizes that user-generated content (comments) is an effective way to increase the connection between a brand and its audience. Therefore, user feedback must be used in the manner described (the method implemented for analyzing comments) to increase sales and user satisfaction. Additionally, the findings emphasize identifying and establishing relationships with users to maintain and increase customer loyalty, particularly those who post numerous comments on advertised products on Instagram, as they can be used as an advertising campaign for the brand. This study provides a suitable solution for the proper presentation of sports products and advertising on social networks to make the products more well-received.
 

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Professional ethics in sports media plays a vital role in ensuring the accuracy, fairness, and accountability of sports news reporting, significantly shaping audience trust and the credibility of the media. The primary aim of this study is to propose a specialized model for news coverage in Iranian sports media, with a strong emphasis on professional ethics. Adopting Charmaz’s (2006) constructivist grounded theory approach, this qualitative research gathered data through purposive sampling, combined with the snowball sampling technique. In-depth, semi-structured interviews were conducted with 23 experts in sports management, communication, and media, with the sample size determined by theoretical saturation. Data analysis was facilitated using NVivo V.12 software for systematic manual coding. The findings suggest that the proposed professional model for sports media news coverage, grounded in professional ethics, comprises five key components: producing content with a localized focus, fostering effective interaction with the target audience, diversifying content and programming, continuously adapting to audience needs, and aligning content and language with audience preferences. This model emphasizes the importance of ethically accurate and truthful reporting of sports events, while also ensuring responsiveness to audience needs and feedback. Furthermore, it underscores the necessity of developing content that respects audience rights and reflects professional ethical standards. Key recommendations include expanding localized news coverage and organizing interactive events to enhance audience engagement.

 

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Aim: This study aimed to design an applicable model for performance management of swimming pools across Iran.
Methodes: Employing a qualitative approach with thematic analysis, data were collected through semi-structured interviews with 16 experts, including performance management specialists, officials from the Federation of Aquatic Sports, and pool managers, until theoretical saturation was reached. Data analysis was conducted using MAXQDA software through three stages: descriptive coding, interpretive coding, and integration.
Result: which resulted in the extraction of 511 initial codes, 82 descriptive themes, and 14 interpretive themes. To finalize the model and assign weights to components, the focus group technique was utilized, setting the total model weight at 1000. The final model includes four main components: Infrastructure and Standards (weight 380), Resource Management and Support (weight 250), Service Processes and Customer Experience (weight 250), and Marketing and Competitiveness (weight 120).
Conclusion: Findings revealed that infrastructure safety, human resource management, hygiene, marketing efforts, and customer experience improvements are the key drivers of enhanced swimming pool performance. The proposed model, covering technical, human, service, and cultural aspects, demonstrates adaptability to various operational contexts and provides a measurable, practical framework to facilitate the performance management of aquatic facilities across Iran.
 

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This research aimed to design a personal branding model for elite individual athletes, drawing upon findings from previous studies. Employing a qualitative approach and Glaser constructivist grounded theory strategy, data were collected through in-depth, semi-structured interviews with 18 national and international champions and experts in sports marketing, selected via purposive sampling. Data collection continued until theoretical saturation was reached, and analysis was performed using MAXQDA 2022 software. The study's findings were categorized into three main axes: influencing factors, development strategies, and consequences of personal branding. Following an initial analysis of 251 propositions, 443 final frequencies were prepared for categorization. The research extracted four core concepts in personal branding and identified three main categories of influencing factors: "environmental factors," "individual athlete characteristics," and "athlete performance characteristics." In the strategies section, "enhancing individual capabilities," "striving for successful performance," and "branding education" emerged as prominent categories. Furthermore, the consequences of personal branding were categorized into "positive" (encompassing political, economic, individual, social, and athletic dimensions) and "negative" outcomes. Positive branding outcomes included economic benefits (revenue generation), individual growth (becoming a role model), social impact (increasing public awareness), and athletic advantages (enhancing sport popularity). Conversely, mismanagement could lead to negative consequences such as unethical attention or corruption. This study integrates these findings to offer a practical model for personal branding among individual athletes.

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The present study aimed to examine the differences and similarities between men and women in the factors shaping identity with Iranian football clubs, based on the psychological continuum model. To this end, 31 in-depth semi-structured interviews were conducted with two groups of Iranian male and female football fans, analyzed through content analysis grounded in the psychological continuum model. Data analysis was carried out through three stages of coding—open codes, categories, and themes—until distinct and meaningful themes emerged. The findings indicated that, according to the psychological continuum model, men and women differ in the three stages of awareness, attachment, and loyalty, whereas their similarities were most evident in the attraction stage. Despite some commonalities in identity formation between male and female fans, the study found that women’s fandom discourse in Iran has yet to be recognized as a professional and legitimate phenomenon. The greater emphasis by women on the awareness stage suggests that their knowledge of football and their favorite team is still in the process of formation.