Designing a Structural Equation Model of the Factors Influencing Guerrilla Marketing in the Iranian Bodybuilding and Fitness Federation

Subject Areas : Sport Marketing

Navid Yazdani ¹ , Korosh Veisi ^{2 *} , عبدالمهدی نصیرزاده ³ , Samira Aliabadi ⁴

1 - PhD candidate, Department of Sports Management sanandaj Branch, Islamic Azad University, sanandaj, Iran
2 - Assistant Professor, Department of Sports Management, Islamic Azad University, sanandaj, Iran
3 - Assistant Professor, Department of Sports Management, Payam Noor University, Tehran, Iran
4 - Assistant Professor,Department of Sport management,Sanandaj Branch,Islamic azad University,Sanandaj,Iran

Received: 2025-06-30 Accepted : 2025-09-30 Published : 2025-10-20

Keywords: Guerrilla marketing, Bodybuilding Federation, Structural Equation Modeling, Branding, Digital media.,

Abstract :

One of the main concerns of sports boards is to obtain financial and support resources, which requires having an appropriate perspective in the field of marketing. The present study aims to present a comprehensive model of key factors affecting guerrilla marketing in the context of the Iranian Bodybuilding and Fitness Federation. This study used structural equation modeling (SEM) to examine the complex relationships between organizational, environmental, social, and cultural variables. The research population was distributed among a diverse group of stakeholders, including federation managers, coaches, and athletes, to obtain a multidimensional perspective on the subject. The research data was collected through structured questionnaires. This questionnaire contained 104 questions, the reliability of which was obtained using Cronbach's alpha test, and the validity was confirmed by university professors and experts. The findings indicate that environmental and organizational factors, such as strategic use of digital media, flexibility in communication methods, and low advertising costs, play a decisive role in the successful implementation of guerrilla marketing. Cultural and social elements, such as audience expectations, media consumption patterns, and the desire to differentiate from competitors, have a significant impact on the effectiveness of this approach. Guerrilla marketing can be used not only as a flexible and cost-effective alternative to traditional methods, but also as a strategic tool in increasing visibility and engagement with the audience in the competitive sports environment. This research provides a practical framework for designing creative, targeted, and tailored marketing strategies for the audience and the organization.

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