Sport Management Studies

Ranking the impact Factors in Guerrilla Marketing Using the DEMATEL Approach (Case Study: Iranian Bodybuilding and Fitness Federation)

Document Type : Research Paper

Authors

Navid Yazdani 1
korosh veisi 2
Abdolmahdi Nasirzadeh 3
samira aliabadi 2

1 PhD Candidate of sport management, Department of Physical Education, Islamic Azad University, Sa. C., Sanandaj, Iran

2 Assistant professor of sport management, Department of Physical Education, Sa. C., Islamic Azad University, Sanandaj, Iran

3 Assistant professor of sport management, Department of Physical Education, Payam Noor University, Tehran, Iran

https://doi.org/10.22089/smrj.2026.18575.4206
Abstract
Background and Purpose
In today's competitive sports market, organizations face significant challenges such as financial constraints, intense competition from digital media, and the need to engage audiences sustainably. Guerrilla marketing, a creative and low-cost strategy, employs unconventional tactics to generate emotional impact, boost brand awareness, and enhance social interactions. This approach proves particularly valuable for resource-limited sports federations seeking to attract sponsors and maximize their limited promotional budgets. The Iranian Bodybuilding and Fitness Federation, grappling with persistent budget shortages and intensifying competition from digital media platforms, serves as an ideal case for studying guerrilla marketing applications within the sports sector. By leveraging creative, cost-effective campaigns—such as street events, public fitness demonstrations, and viral social media content—the federation can effectively engage younger demographics and strengthen brand loyalty among fitness enthusiasts. Given the fitness industry's remarkable growth in Iran and the prevailing economic constraints coupled with unique cultural considerations, guerrilla marketing presents a particularly promising solution for organizations operating under financial limitations. This study aims to identify and rank the factors influencing guerrilla marketing within the Iranian Bodybuilding and Fitness Federation using the DEMATEL multi-criteria decision-making method, thereby providing valuable insights for strategic campaign design and implementation.
 
Methods
The present study is applied in terms of purpose and descriptive-analytical in its methodological approach. The primary objective of this investigation is to rank the factors affecting guerrilla marketing in the Iranian Bodybuilding and Fitness Federation utilizing the DEMATEL multi-criteria decision-making technique. The DEMATEL method was specifically selected due to its distinctive capability to analyze cause-and-effect relationships between variables and subsequently provide a hierarchical structure distinguishing influential factors from influenced ones within complex systems. The statistical population of the study included managers of the Bodybuilding and Fitness Federation, sports marketing experts, professional coaches, and university professors actively engaged in the fields of sports management and marketing. These individuals were purposefully selected as qualified experts owing to their professional experience and comprehensive knowledge of the country's sports executive environment. Sampling was purposefully conducted employing the snowball method, and the selection criteria included possessing at least five years of relevant experience in sports marketing or federation management, demonstrated familiarity with contemporary marketing concepts—particularly guerrilla marketing—and practical experience within clubs or sports executive structures throughout the country. Following rigorous application of these criteria, 15 individuals ultimately participated as the final sample of the study. Data collection was executed in two distinct stages. In the first stage, to develop a comprehensive theoretical and conceptual framework and identify key factors—including causal conditions, contextual elements, intervening variables, strategies, consequences, and pivotal phenomena—a previous qualitative study conducted by the researcher was utilized as the primary source foundation. In the second stage, a specialized questionnaire based on the DEMATEL technique was meticulously designed as a paired comparison matrix. Experts were subsequently asked to evaluate the degree of influence exerted by each factor upon other factors using a scale ranging from 0 (indicating no influence) to 4 (representing very strong influence). The face and content validity of the questionnaire was rigorously confirmed through systematic review by subject matter experts. The collected data were processed and analyzed using Microsoft Excel software to derive meaningful conclusions.
 
Results
The findings derived from the DEMATEL technique revealed key insights into the complex relationships between factors influencing guerrilla marketing implementation within the Iranian Bodybuilding and Fitness Federation. The direct relationship matrix was initially constructed based on systematic aggregation of experts' judgments, followed by normalization procedures and subsequent calculation of the complete relationship matrix. The results conspicuously highlighted that fundamental environmental factors—encompassing economic, social, and cultural dimensions—with a D value of 8.587 belong to the causal cluster, signifying that these factors substantially influence the formulation and execution of marketing strategies. These foundational factors essentially guide, direct, and fundamentally shape the marketing approaches ultimately employed by the federation in its promotional endeavors. In contrast, technological developments and social media platforms, exhibiting an R value of 8.769, appropriately fall within the effect cluster, indicating their role as outcomes or consequences substantially influenced by other antecedent factors within the system. The D+R values, which represent the degree of interaction and overall influence of each factor within the systemic framework, demonstrated that outcomes (D+R = 16.681) and intervening conditions (D+R = 16.61) possess the highest levels of interactive engagement, thereby underlining their critical role in determining the ultimate effectiveness of guerrilla marketing strategies implemented within the sports sector. These particular factors create reinforcing feedback loops that significantly impact how strategies evolve and dynamically interact with the broader marketing ecosystem operating within sports federations. Further sophisticated analysis based on D-R values, which indicate the net influence distinguishing causal factors from effect factors, revealed that variables with positive D-R values—such as causal conditions and background contextual elements—play a more dominant, driving role within the systemic structure, while those demonstrating negative D-R values—including intervening conditions, strategic approaches, and outcomes—are comparatively more receptive to influence emanating from other systemic factors. To provide a clearer and more intuitive visualization of the relationships among these multifaceted factors, the study produced a causal network map (NRM), wherein each factor's position was graphically plotted based on its calculated D+R and D-R values. This comprehensive map distinctly highlighted the causal factors—particularly economic, social, and cultural conditions—which exert substantial influence over other elements within the system. Conversely, factors such as strategies, intervening conditions, and outcomes were positioned within the effect cluster, demonstrating that they systematically respond to the influence of other primary driving forces within the network. In summary, the study compellingly indicated that economic, social, and cultural conditions constitute the most influential drivers shaping guerrilla marketing strategies, with technological advancements and social media platforms playing significant roles as resultant outcomes. This hierarchical structural understanding substantially contributes to better comprehending the complex interrelationships operating within the marketing ecosystem of the Iranian Bodybuilding and Fitness Federation.
 
Conclusion
The study's findings derived through systematic application of the DEMATEL technique reveal a complex, interconnected network of factors influencing guerrilla marketing implementation within the Iranian Bodybuilding and Fitness Federation. Economic, social, and cultural conditions prominently emerged as the most influential causal factors (D = 8.587), while outcomes—including digital media engagement and organizational creativity—demonstrated the highest receptivity to external influence (R = 8.769). Intervening conditions and outcomes collectively demonstrated the most extensive interaction with the systemic framework (D+R = 16.681 and 16.61, respectively), emphatically emphasizing their pivotal roles in determining guerrilla marketing effectiveness. Causal factors such as infrastructure availability and technological capacity significantly impact outcomes, thereby highlighting the imperative need for establishing a strong organizational foundation before implementing sophisticated marketing initiatives. The study's findings align substantively with previous research conducted in this domain, underscoring the paramount importance of thoughtfully adapting marketing strategies to the prevailing socio-economic context. Findings collectively stress the critical importance of systematically improving organizational infrastructure, comprehensively training human resources, and substantially enhancing institutional support mechanisms. Future research directions should focus on practical implementation aspects, rigorously evaluating effectiveness through complementary methodologies such as ANP, and empirically testing NRM relationships in authentic real-world scenarios to validate and extend the current findings.
 
 
Article Message
This study, utilizing the DEMATEL method, systematically analyzed and ranked the factors affecting guerrilla marketing implementation within the Iranian Bodybuilding Federation. Economic, social, cultural conditions, and organizational innovations—functioning as causal factors—constitute the primary drivers of creative strategies and branding initiatives, while social media engagement, customer loyalty cultivation, and enhanced brand awareness—operating as effect factors—are subsequently influenced by these driving forces. This investigation provides a practical, actionable framework for designing low-cost, high-impact, and potentially viral campaigns, enabling the Bodybuilding Federation and similarly resource-constrained federations to overcome financial challenges, strengthen meaningful audience engagement, and substantially enhance their organizational brand identity.
Ethical Considerations
All research procedures were conducted adhering stringently to established ethical protocols. Participant informed consent was systematically obtained, and data confidentiality together with respondent anonymity were strictly maintained throughout the investigation. Researchers diligently upheld participant rights and dignity, following established standards of research ethics and scholarly conduct.
Authors' Contributions
Conceptualization: Navid Yazdani, Korosh Veisi
Data Collection: Navid Yazdani, Abdolmahdi Nasirzadeh
Data Analysis: Navid Yazdani, Korosh Veisi, Samira Aliabadi
Manuscript Writing: Navid Yazdani, Korosh Veisi
Review and Editing: Korosh Veisi, Abdolmahdi Nasirzadeh, Samira Aliabadi
Literature Review: Navid Yazdani
Project Manager: Korosh Veisi
Conflict of Interest
The authors declare that there is no conflict of interest regarding the publication of this article.
 
Acknowledgments
The authors wish to express their sincere gratitude to all experts who generously assisted the research team in conducting this study. Additionally, they appreciate the financial and moral support provided for this research endeavor.
 
 
 

Keywords

Guerrilla Marketing
Sports Management
Bodybuilding and Fitness Federation
DEMATEL
Causal-Dependency Analysis
Subjects
 
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Sport Management Studies
Volume 17, Issue 94
January and February 2026
Pages 133-152

  • Receive Date 30 September 2025
  • Revise Date 10 January 2026
  • Accept Date 08 January 2026

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