Electronic Marketing Implementation Model In The Field Of Sports Marketing

Document Type : Research Paper

Authors

1 Ph.D Student in Sport Management, Islamic Azad Universiy of Qeshm

2 . Assistant Professor in Sport Management, Islamic Azad University.

3 Assistant Professor in Sport Management, Islamic Azad University.

Abstract

Abstract

The present study was conducted to prepare a model for electronic marketing in sport business. To prepare the model, Exploratory and confirm validities and reliability were investigated for questionarie and And the amount of Komo in the Bartlett test was 0.912 and The questionarie was distributed among 252 professors in different universities. The data were analyzed by SPSS and AMOS softwares. The results confirmed fitness for factors and showed that the model is appropriate and also showed that questions belong to variables. The results for reliability showed that α-kronbach is higher than 0.70 that shows reliability. The results showed that cofficients were 0.79, 0.76, 0.57, 0.72, 0.71 and 0.73 for social networks, product design, electronic services, marketing communications, value chain and knowledge share. On the basis our findings, social networks had most share in sport business and electronic services had lowest share in the model. In sum, the results show that social networks had highest the role in electronic marketing in sport business.

Keywords

References

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Applied Research in Sport Management
Volume 10, Issue 3 - Serial Number 39
Winter 2022
March 2022
Pages 65-76

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History

  • Receive Date: 19 April 2020
  • Revise Date: 01 June 2020
  • Accept Date: 17 November 2020

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