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Presenting framework for the Islamic marketing to consumers of sports goods in virtual space | ||
| مطالعات بازاریابی ورزشی | ||
| دوره 6، شماره 2 - شماره پیاپی 22، تیر 1404، صفحه 89-102 اصل مقاله (1.24 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22034/sms.2024.140247.1274 | ||
| نویسندگان | ||
| Fateh Faraziani* 1؛ Hanye Aran Dashti2؛ Fahime Moemenifar1 | ||
| 1Assistant professor of sport management, Payame Noor University, Tehran, Iran | ||
| 2MA of sport management, Payame Noor University, Tehran, Iran | ||
| چکیده | ||
| This research was conducted with the aim of presenting the Islamic marketing framework with the fuzzy Delphi approach in the consumers of sports goods in the virtual space. In terms of the objective, the present research was qualitative-exploratory and its analysis method was the fuzzy Delphi technique. The statistical population of this research included 14 professors of sports management, market evaluation, and researchers in this field, and a targeted sampling method was used. The main tool of data collection in the research was fuzzy Delphi questionnaire. Also, the current research method was carried out in 5 steps. The results of the research showed that 5 factors 1. Islamic mix (Islamic production, public benefit, ethical product, product quality), 2. Sales (sufficient information to the customer About the goods and services of the transaction, respecting the customer and observing kindness, the need to pay attention to the satisfaction of the parties and to pay attention to the needs and desires of the customers, confronting the customer, being complacent in the sale and taking back the goods after the transaction if necessary, making the customers aware of the losses. possibility and side effects of the product, provision of skills, support, improvement of the environment), 3. Marketing planning ( legal framework, Islamic promotion and promotion, religious personality), 4. Islamic propaganda (honesty, abstinence) from false advertisements and slogans, educating customers, not hiding the defects of the product) and 5. Confronting the customer (denying betrayal to competitors and not trying to Bankrupting them, complying with ethical frameworks, not presenting false effects to attract customers from other competitors) are among the factors of the Islamic marketing framework in Consumers of sports goods in a virtual way with a fuzzy Delphi approach. | ||
| کلیدواژه‌ها | ||
| Virtual space؛ fuzzy؛ sports products؛ sports services؛ Islamic advertising | ||
| مراجع | ||
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آمار تعداد مشاهده مقاله: 56 تعداد دریافت فایل اصل مقاله: 32 |
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