پیوندهای مفید
اخبار و اعلانات
آمار
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Revealing Trends in Olympic Games Marketing: A Bibliometric Perspective | ||
| مطالعات بازاریابی ورزشی | ||
| دوره 6، شماره 4 - شماره پیاپی 24، دی 1404، صفحه 48-65 اصل مقاله (1.22 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22034/sms.2025.143317.1484 | ||
| نویسندگان | ||
| Sajjad Pashaie* 1؛ Hamed Golmohammadi2 | ||
| 1Department of Sport Management, Faculty of Physical Education & Sport Sciences, University of Tabriz, Tabriz, Iran | ||
| 2Department of Physical Education and Sport, Institute of Health Science, Sivas Cumhuriyet University, Sivas, Türkiye | ||
| چکیده | ||
| The intersection of marketing and the Olympic Games (OG) represents a critical area of research due to the Games’ extensive global reach and commercial significance. This study conducts a bibliometric analysis using advanced techniques, including citation analysis, co-word analysis, and thematic mapping, to identify key trends, contributors, and influential research in Olympic marketing. Utilizing the Web of Science (WoS) database, 152 documents were initially identified, with a refined dataset of 66 relevant articles published from 2015 to 2024. The analysis reveals notable publication patterns, citation impact, and emerging research themes such as sponsorship strategies, ambush marketing, destination branding, social media influence, and athlete endorsements. Leading journals, including the International Journal of Sports Marketing & Sponsorship, and key scholars have significantly shaped the field. The findings highlight the evolving nature of Olympic marketing, emphasizing its role in brand perception and consumer engagement. This study provides valuable insights for academics, marketers, and policymakers, informing future Olympic marketing strategies and research directions. | ||
| کلیدواژهها | ||
| Olympic Games Marketing؛ Ambush Marketing؛ Bibliometric Analysis؛ Sponsorship Strategies؛ Social Media Influence؛ Athlete Endorsements | ||
| مراجع | ||
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آمار تعداد مشاهده مقاله: 32,513 تعداد دریافت فایل اصل مقاله: 21 |
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