Document Type : Research
Authors
Professor, Department of Physical Education and Sport Sciences, Science and Research Branch, Islamic Azad University, Tehran, Iran
Abstract
In today's age, when the concepts of communication, competition, customerism, and business are inextricably linked, electronic marketing as an element of existing business and business plays a central role in maintaining and surviving businesses through attracting and retaining customers, introducing and introducing them. products and creating motivation to feel the need to buy, the main purpose of the current research is to analyze the factors affecting digital marketing in sports clubs in Tehran. The current research is of mixed model (qualitative-quantitative) or grand theory type. In which, qualitative method is used to collect the variables in the context of real life through interviews. The statistical population was used in the qualitative part of the research, with the interview method, according to experts and specialists who had more than 10 years of direct experience in managing sports marketing in social media, which ultimately led to the extraction and identification of variables. And the saturation sampling method was used. 20 in-depth semi-structured interviews were conducted to the theoretical saturation of experts. In the quantitative part of this research, the statistical population is the managers of sports clubs in Tehran province, 384 people were selected as the sample size using the cluster sampling method and the Cochran formula. The statistical analysis of this research is on two qualitative and quantitative levels. Done. At the qualitative level, content analysis and coding were used, and at the quantitative level, the analysis was done with spss software.
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Keywords
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