رسول نوروزی سیدحسینی

Advertising costs billions for many industries, including the sports industry, but many fail to accomplish their goals for various reasons. Poor advertising is caused by ignorance of the customer's needs. Neuromarketing made companies more aware of their clients and target market and examines unconscious responses to commercials and products, unlike traditional marketing. Knowing these factors helps companies build ads more accurately and cheaply. This research aims to conduct a systematic analysis of valid experimental tests in the field of neuromarketing. Specifically, we will focus on studies that utilize electroencephalogram and eye tracker to investigate advertising appeals and the cognitive and emotional processes of consumers. The objective is to analyze the data from these papers. To conduct an analysis, we will examine the number of publications per year, the publishers involved, the keywords employed, the methods utilized, the gender of participants, the issue of advertising stimulation, the style of advertising attractiveness, and the emotional and cognitive processes included. Our literature review was based on the Boland method (2017). A keyword search yielded 171 publications, which we refined using the Prisma standard guide (2009). This identified 43 English Scopus empirical studies from 2008 to 2023, which we categorized and sorted. Although the sports industry has smaller turnover than others, it can provoke powerful emotions and attract many people. Due to the specific nature of sports, emotive ads work better than others. According to the findings, the use of the eye tracking system is expanding. Among the cognitive and emotional processes, it was found that attention is used more than other processes.

The present research aimed to explore the role of modern sports technologies in the advancement of athletic sports, employing a mixed-method design. The qualitative phase utilized purposeful and criterion-oriented sampling methods, along with semi-structured interviews, while data collection and analysis were conducted using the thematic analysis method (Brown and Clark, 2006). In the quantitative phase, a questionnaire was developed, incorporating the dimensions and components identified in the qualitative phase. A random sampling method was employed, and Cochran's formula was utilized to determine the sample size, resulting in a determination of at least 384 samples. Ultimately, 356 questionnaires were collected. Descriptive statistics and Friedman's ranking test were employed for the quantitative data analysis. The findings revealed that the development of athletic sports through modern technologies comprises five main components: (1) factors influencing the development of athletic sports through technology, (2) the progression of athletic sports, (3) the challenges encountered in the development of athletic sports through technology, (4) the opportunities for enhancing athletic sports through technology, and (5) the consequences arising from the development of athletic sports through technology.