چکیده:
The present study aims to analyze the motivations of heroic sports activists for cooperation in benevolent marketing using a mixed approach. In the first step, 50 codes were extracted qualitatively (content analysis) as motivations for cooperation in benevolent marketing and categorized into 10 factors according to semantic similarities, based on which the questionnaire was designed. In the second step, we utilized quantitative approaches to data-mining (explanatory and predictive) in order to evaluate the statistical population. To this aim, 393 heroic sports activists were classified into two separate clusters using the Davies–Bouldin index. Moreover, we used artificial neural networks in order to design a model which predicts the cooperation of heroic sports activists in charity work. Results showed that reciprocation, desire for entertainment and pleasure, and emotional importance in the first cluster, and religious teachings, need for helping others, and desire for social cooperation in the second cluster were assigned the most cluster centers in that order. The use of neural networks indicated that the independent variables have high predictive potentials and can predict the changes in the dependent variable with the accuracy of 0.958. The use of neural networks indicated that the independent variables have high predictive potentials and can predict the changes in the dependent variable with the accuracy of 0.958.The use of neural networks indicated that the independent variables have high predictive potentials and can predict the changes in the dependent variable with the accuracy of 0.958.
خلاصه ماشینی:
Sports Management _ Winter 1397, Volume 10, Issue 4, pp: 722 – 703 Received: 15/11/95 Acceptance Date: 22/03/96 Analysis of Motivations for Participation in Cause-Related Marketing with Emphasis on Zurkhaneh Sport Activists: A Combined Approach Azim Zarei 1 – Mohammadali Siahsarani Kojuri 2 1.
Demographic characteristics of the statistical sample in the two qualitative and quantitative sections Section Section Characteristic under investigation Options Qualitative Quantitative Number Number Single 173 6 Marital Status Married 220 11 20-29 years old 142 3 30-39 years old 183 8 Age 40-49 years old 43 4 Over 50 years old 25 2 Below Diploma 23 2 Diploma and Associate Degree 31 3 Education Bachelor's Degree 112 9 Master's Degree and Higher 3 227 Below 599 thousand Tomans 1 51 600-899 thousand Tomans 3 64 Income 900-1,199,000 Tomans 5 106 1,200,000 Tomans and above 8 172 Athlete 73 4 Active Fan (Spectator) 310 11 Government Official or Related Institution 2 10 In order to determine the reliability of the instrument used, Cronbach's alpha was used, the results of which indicate that the present questionnaire has appropriate reliability, so that the variables measuring the motivations for participation in cause-related marketing, namely reciprocity, self-esteem, need for help from others, willingness to participate socially, 710 Sports Management, Volume 10, Number 4, Winter 1397 Feeling of duty, emotional importance, symbolic expression, self-display, willingness to have fun and enjoy, and religious teachings have reliability of 0.
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