Analysis of Sport Marketing Researchers in Google Scholar

Document Type : Original Article


1 Associate Professor of Sport Management, Payame Noor University, Tehran, Iran

2 Professor of Sport Management, Payame Noor University, Tehran, Iran

3 MA Sport Management, Payame Noor University, Tehran, Iran


Purpose: The purpose of this study was to analyze the researchers’ situations in the field of sport marketing based on data available in Google Scholar.
Methods: This research was a descriptive and quantitative content analysis. The study population was all 229 researchers in Google Scholar who introduced themselves on the subject of Sport Marketing studies in March 2021. The data collection tool was a coding sheet and its instruction which was used after confirming its validity and reliability. The collected data was analyzed by descriptive statistics.
Results: Findings showed from among 229 sport marketing researchers in the Google Scholar database, 84 were (about 37%) from the United States. After the United States, Iran ranks second with 60 people (about 26% of the research population). This frequency is significantly reduced in other countries. For example, Canada with 9 people, Japan and South Korea with 6 people, Greece with 5 people, Australia, Portugal and Turkey with 4 people, France, Spain and Taiwan with 3 people are in the next ranks. The other countries are in the next category with 2 or 1 representatives.
Conclusion: It is noteworthy that only 37 countries had a research representative called Sport Marketing in the Google Scholar database.