Sport Management Studies

The Role of Artificial Intelligence in Market Knowledge for B2C Businesses in the Sports Industry

Articles in Press

Document Type : Research Paper

Authors

zahra Abbasi 1
mansoreh Aligholi 2

1 Department of Business Management and Customs, Tehran Central Branch, Islamic Azad University, Tehran, Iran

2 Associate Professor, Department of Business Management and Customs, Tehran Central Branch, Islamic Azad University, Tehran, Iran

https://doi.org/10.22089/smrj.2026.19919.4304
Abstract
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.

Keywords

Artificial Intelligence
Market Intelligence
B2C Businesses
Sports
Meta-synthesis
Subjects
Sport Management Studies

Articles in Press, Accepted Manuscript
Available Online from 20 October 2026

  • Receive Date 21 September 2026
  • Revise Date 17 October 2026
  • Accept Date 20 October 2026

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