نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی کارشناسی ارشد گروه مدیریت بازرگانی و گمرک، واحد تهران مرکز، دانشگاه آزاد اسلامی، تهران، ایران
2 دانشیار گروه مدیریت بازرگانی و گمرک، واحد تهران مرکز، دانشگاه آزاد اسلامی، تهران، ایران
کلیدواژه‌ها
عنوان مقاله English
نویسندگان English
This study aimed to elucidate the role of artificial intelligence (AI) in market knowledge within B2C businesses in the sports industry. It was conducted as an applied study using a concurrent embedded mixed-methods approach, employing data mining and the Sandelowski and Barroso (2006) meta-synthesis method. The study population consisted of 32 qualitative and mixed-methods studies retrieved from domestic (Magiran, Civilica, Irandoc) and international (Google Scholar, ResearchGate, ScienceDirect, Elsevier) databases, covering the period from 2016 to 2026. Following quality assessment using CASP and PRISMA tools, the data were analyzed and synthesized through text mining and meta-synthesis. Co-occurrence analysis revealed that AI is centrally associated with the domains of sports, marketing, customers, and data, highlighting a data-driven and customer-centric approach. The reduction in AI’s conceptual share from 10.0% in topic sentences to 4.4% in the findings text—alongside the expansion of applied concepts (such as analysis and development)—confirms the study's focus on the operational "role" of AI rather than merely its "existence." Furthermore, the findings led to the identification of 18 concepts and 6 core categories: experience and value enhancement; transformation of sports B2C marketing; intelligent market analysis; generation and development of market knowledge; infrastructure and smart readiness; and business implications of AI.
کلیدواژه‌ها English
