Design of Fuzzy Cognitive Mapping Model of Factors Affecting Personalized Advertising in the Sporting Goods Industry

Purpose: This study was the design of a fuzzy cognitive mapping model of factors affecting personalized advertising in the sporting goods industry. Methodology: The primary research method of this paper, the descriptiveexploratory study, was semi-structured interviews with the informed and expert individuals who were active in the intended domain of the study. Sampling was done using snowball sampling to select participants from among the Specialists in sports marketing, sports brand, and sports industry and university professors in Sports Management, Business Management, Technology management who had the intended characteristics. After conducting 14 interviews and collecting data, the obtained data were coded. After summarizing and theming the issues raised by the experts, seven main indicators and 33 Sub-indices were obtained in personalized advertisements in the sporting goods industry. Then, based on the knowledge of experts, the relationships between concepts were drawn in the form of fuzzy cognition maps. Excel, FCMapper, and FCM EXPERT software were used to draw fuzzy cognitive maps and calculate the related indicators. Findings: According to the table, customer relationship management is the most affected by other factors. Also, the research results showed that Customer Knowledge Management has the most significant impact on the factors of the ad personalization model. Customer relationship management, Clustering customers, and Customer Knowledge Management, respectively, have the highest degree of centrality; this means that they have the most impact on the model. Originality: In this study, we examined the development of a fuzzy cognitive mapping model of factors affecting personalized advertising in the sporting goods industry that has not been studied so far.