Music Psychology in the Marketing of Fitness and Aerobics Clubs of Mashhad

Document Type : Original Article

Authors

1 ssistant professor of Sport Management, Imam Reza International university

2 Assistant Professor; sport management; Ferdowsi University of Mashhad

3 PhD Student in sport management, Faculty of Sport Sciences, Ferdowsi University of Mashhad

10.22098/rsmm.2023.10533.1095

Abstract

Purpose: The study aimed to determine the influential factors in marketing music psychology in Mashhad aerobic clubs and physical fitness. Method: The research method is a descriptive survey of which the required data were collected through a questionnaire. The questionnaire from the research background (Morton, Chang velin, 2010) was used. The statistical population included all male and female Mashhad Aerobic and Fitness Clubs (Region 9). Then 220 people on considering the sample size of five to ten times the number of research questions in survey studies. were selected randomly. Results: Data were analyzed using descriptive and inferential statistics and statistically significant (P ≤ 0.05). The results of exploratory factor analysis showed that five factors could identify, and in total, 53.8% of the marketing variance explained the psychology of music. Also, the mean score of all components indicated a favorable relative status. Conclusion: According to the extracted factors, mental factors, psychological emotion, recognition power, influence power, and musical personality was the highest priority. The importance of marketing and customer attraction for clubs, especially concerning the fundamentals of music psychology, indicates the need to understand the influential components of sports spaces and venues. This review can have a positive and different impact on attracting customers to clubs. The psychology of music and the attention it has to people's influence can be used as a new way of marketing and attracting customers.

Keywords

Research in Sport Management and Marketing

Articles in Press, Accepted Manuscript
Available Online from 03 October 2023

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