شناسایی شاخص های اثرگذار و اثرپذیر برندسازی استارت آپ های ورزشی با تاکید بر هوش مصنوعی با استفاده از تکنیک دیمیتل فازی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه تربیت بدنی و علوم ورزشی، واحد مشهد، دانشگاه آزاد اسلامی، مشهد، ایران

2 استادیار گروه مدیریت ورزشی، دانشکدۀ علوم ورزشی، دانشگاه فردوسی مشهد، مشهد، ایران

3 استادیار گروه تربیت بدنی، واحد بیرجند، دانشگاه آزاد اسلامی، بیرجند، ایران

4 استاد گروه مدیریت ورزشی، دانشکدۀ علوم ورزشی، دانشگاه فردوسی مشهد، مشهد، ایران

چکیده

هدف تحقیق حاضر شناسایی شاخص‌های اثرگذار و اثرپذیر برندسازی استارت‌آپ‌های ورزشی با تاکید بر هوش مصنوعی با استفاده از تکنیک دیمیتل فازی است. این پژوهش از نظر هدف تحقیق جزء تحقیقات کاربردی بوده، از نظر ماهیت توصیفی و از منظر متغیرها یک پژوهش آمیخته است که در دو مرحله انجام شد. ابتدا عوامل موثر بر برندسازی استارت‌آپ‌های ورزشی با تاکید برهوش مصنوعی توسط مصاحبه و نظریه داده بنیاد رویکرد گلیزر شناسایی شد و در مرحله دوم عوامل اثرگذار و اثرپذیر شناسایی شدند و اولویت بندی شدند. جامعه آماری متشکل از اساتید علوم ورزشی، متخصصان حوزه بازاریابی و برندسازی، کارآفرینان ورزشی و صاحبان شرکت‌های ورزشی و افراد متخصص هوش مصنوعی بودند. یافته‌ها نشان داد که در مجموع 52 کد باز در قالب 9 مفهوم در برندسازی استارت‌آپ‌های ورزشی از طریق هوش مصنوعی وجود دارد. 5 مولفه منابع فنی و فنآوری، منابع علمی، تسریع و تسهیل، منابع اطلاعاتی و منابع انسانی به‌عنوان شاخص‌های اثرگذار و 4 مولفه کارکردهای خاص، متمایزسازی، مسیرسازی هوشمند و آگاهی‌سازی به‌عنوان شاخص‌های اثرپذیر طبق یافته‌های دیمیتل فازی مشخص شد. در یک نتیجه‌گیری کلی باید بیان کرد که استارت‌آپ‌های ورزشی جهت موفقیت به‌دلیل ماهیت وجودی آنها که نیازمند رشد سریع و تصاعدی است، به برندسازی نیازمند است و هوش مصنوعی به‌دلیل قابلیت‌ها و کارکردهای فراوانی همچون کارکردهای محتوایی، مدیریتی وتحلیلی که دارند، به برندسازی کمک خواهد کرد.

کلیدواژه‌ها

عنوان مقاله [English]

Identifying effective and efficient indicators of sports startup branding with an emphasis on artificial intelligence using the fuzzy dematerialization technique

نویسندگان [English]

  • hamid rashki 1
  • javad gholamian 2
  • kazam cheragh birjandi 3
  • mohammad keshtidar 4
1 Department of Physical Education and Sport Sciences, Mashhad Branch, Islamic Azad University, Mashhad, Iran.
2 Assistant Professor in Sport Management, Faculty of Sports Sciences, Ferdowsi University of Mashhad, Mashhad, Iran.
3 Assistant Professor, Department of Physical Education, Ma.C, Islamic Azad University, Birjand, Iran.
4 Full Professor in Sport Management, Faculty of Sports Sciences, Ferdowsi University of Mashhad, Mashhad, Iran.
چکیده [English]

The aim of the present study is to identify the influential and effective indicators of sports startup branding with an emphasis on artificial intelligence using the fuzzy de-metal technique. This study was an applied research in terms of its research objective, and it is a descriptive research in terms of its nature and a mixed research in terms of variables, which was conducted in two stages. First, the factors affecting the branding of sports startups with an emphasis on artificial intelligence were identified through interviews and the grounded theory of the Glaser approach, and in the second stage, the influential and effective factors were identified and these factors were prioritized. The statistical population consisted of sports science professors, marketing and branding experts, sports entrepreneurs, sports company owners, and artificial intelligence experts. The findings showed that there were a total of 52 open codes in the form of 9 concepts in the branding of sports startups through artificial intelligence. 5 components of technical and technological resources, scientific resources, acceleration and facilitation, information resources, and human resources were identified as influential indicators and 4 components of specific functions, differentiation, intelligent routing, and awareness were identified as influential indicators according to the fuzzy de-metal findings. In a general conclusion, it should be stated that sports startups need branding to succeed due to their existential nature, which requires rapid and exponential growth, and artificial intelligence will help with branding due to its many capabilities and functions, such as content, management, and analytical functions.

کلیدواژه‌ها [English]

  • Sports startup
  • Branding
  • Artificial intelligence
  • data-driven theory
  • Fuzzy DEMATEL Technique

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مدیریت توسعه پایدار در ورزش
دوره 6، شماره 14
شهریور 1404
صفحه 288-312

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