اثر کارآفرینی دیجیتال بر توسعه آمیخته بازاریابی باشگاه‌ها‌ی حرفه‌ای ورزش در شهرهای جنوبی و مرکزی عراق

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت ورزشی دانشگاه آزاد تهران جنوب دانشکده تربیت بدنی

2 کارشناسی ارشد مدیریت ورزشی، دانشگاه آزاد اسلامی، واحد خوراسگان، اصفهان، ایران

10.22034/sms.2023.139347.1233

چکیده

هدف از انجام این پژوهش بررسی اثر کارآفرینی دیجیتال در توسعه آمیخته بازاریابی باشگاه‌ها‌ی حرفه‌ای در سطح شهرهای جنوبی و مرکزی کشور عراق بود. پژوهش حاضر از نظر هدف کاربردی، از نظر ماهیت کمی و از نظر راهبرد توصیفی-پیمایشی است. جامعة آماری در این پژوهش شامل کلیه کارکنان باشگاه‌ها‌ی ورزشی حرفه‌ای شهرهای جنوبی و مرکزی عراق، متشکل از 170 نفر بود که براساس فرمول کوکران در سطح خطای (05/0P<) تعداد 118 نفر به عنوان نمونه نهایی برآورد شدند. در این تحقیق، از روش نمونه برداری خوشه‌ای تصادفی برای نمونه‎گیری استفاده شده است، همچنین برای آزمودن فرضیات تحقیق از مدل معادلات ساختاری استفاده گردید. بر اساس نتایج کارآفرینی دیجیتال اثر مثبت معناداری بر توسعه آمیخته بازاریابی (001/0=Sig، 686/23=t) با ضریب مسیر (816/0=β) در باشگاه‌های حرفه‌ای ورزش در شهرهای جنوبی و مرکزی عراق دارد و مدل اثر کارآفرینی دیجیتال بر توسعه آمیخته بازاریابی باشگاه‌ها‌ی حرفه‌ای ورزش در شهرهای جنوبی و مرکزی عراق نیز دارای برازش لازم است. لذا پیشنهاد می‌‌شود مدیران بازاریابی باشگاه‌ها‌ی ورزشی برای بازار‌شناسی، ارتباط با جامعه هدف و ایجاد تمایل در مشتریان از راهکارهای کارآفرینی دیجیتال نظیر توسعه زیرساخت‌های الکترونیک، ایجاد وبلاگ‌های خدماتی-آموزشی و معرفی باشگاه‌های ورزشی برای توسعه آمیخته بازاریابی استفاده نمایند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

he Effect of Digital Entrepreneurship on the Development of the Marketing Mix of Professional Sports Clubs in the Southern and Central Cities of Iraq

نویسندگان [English]

  • forough Mohammadi 1
  • Anvar Salem Hasan 2
1 Assistant Professor of Sports Management, Islamic Azad University, South Tehran Branch, Tehran
2 Master&amp;#039;s degree in sports management, Islamic Azad University, Khorasgan branch, Isfahan, Iran
چکیده [English]

The purpose of this research was to investigate the effect of digital entrepreneurship in the development of the marketing mix of professional clubs in the southern and central cities of Iraq. The current research is applied in terms of purpose, quantitative in nature and descriptive-survey in terms of strategy. The statistical population in this research included all the employees of professional sports clubs in the southern and central cities of Iraq, consisting of 170 people, and based on the Cochran formula, the number of 118 people was estimated as the final sample at the level of error (P<0.05). In this research, the random cluster sampling method was used for sampling, and the structural equation model was used to test the research hypotheses. Based on the results, digital entrepreneurship has a significant positive effect on the development of marketing mix (Sig=0.001, t=23.686) with the path coefficient (β=0.816) in professional sports clubs in the southern and central cities of Iraq, and the entrepreneurial effect model Digital marketing mix development of professional sports clubs in the southern and central cities of Iraq is also necessary. Therefore, it is suggested that the marketing managers of sports clubs use digital entrepreneurship solutions such as developing electronic infrastructures, creating service-educational blogs, and introducing sports clubs for the development of mixed marketing for market research, communication with the target community and creating desire in customers.

کلیدواژه‌ها [English]

  • Marketing Mix
  • Professional Sports Clubs
  • Support Capability
  • Digital Entrepreneurship
  • Iraq

مراجع

Abdi Jamiraan, A, Hosseini, E, Shamsi, E & Islami, S. (2016). Investigating technological entrepreneurship. International conference on management and entrepreneurship with emphasis on the conditions of resistance economy. [Persian].
Bakhshi Jozem, E, & Nasrollahi, Z. (2022). Investigating the relationship between innovation, entrepreneurship and sustainable development: a provincial study. Economic analysis of Iran's development, 8(2), 231-256. [Persian].
Busca, L., & Bertrandias, L. (2020). A framework for digital marketing research: investigating the four cultural eras of digital marketing. Journal of Interactive Marketing, 49(1), 1-19.‏
Cheragh Birjandi, K. Etamedizadeh, A & Irfan Nia, A. (2021). Electronic sports and the role of digital marketing in its development, 14th National Conference on New Approaches in Management, Economics and Accounting, Babol, https://civilica.com/doc/1368967. [Persian].
De Pelsmacker, P., Van Tilburg, S., & Holthof, C. (2018). Digital marketing strategies, online reviews and hotel performance. International Journal of Hospitality Management, 7(2), 47-55.‏
El-Gohary, H. (2012). Factors affecting E-Marketing adoption and implementation in tourism firms: An empirical investigation of Egyptian small tourism organisations. Tourism management, 33(5), 1256-1269.‏
Fikri, Z., Utami, R. H., & Violinda, Q. (2023). ANALISIS HUBUNGAN ANTARA DIGITAL ENTREPRENEURSHIP, MARKETING MIX DAN TAM, TERHADAP KINERJA PEMASARAN BUMDES NERANG JAYA. MANABIS: Jurnal Manajemen dan Bisnis, 2(2), 146-160.‏
Geisser, S. (1975). The predictive sample reuse method with applications. Journal of the American statistical Association, 70(350), 320-328.‏
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the academy of marketing science, 4(3), 115-135.
javanmard, M., & farzan, F. (2021). Investigating the role of personality traits in entrepreneurship spirit of Sports Science students. Sports Marketing Studies, 2(2), 151-176. [Persian].
KoseGharavi, Sh, & Safarian Hamdani, S. (2018). Designing a strategic entrepreneurial marketing model in the construction industry with a mixed approach. Scientific Research Quarterly Journal of Entrepreneurship Development, 12(1), 121-140. [Persian]
Ma, Y. J., Kim, M. J., Heo, J. S., & Jang, L. J. (2012, January). The effects entrepreneurship and market orientation on social performance of social enterprise. In Int Conf Econ Market Manager, 28(3), 60-65.‏
Mazrouei Nasrabadi, I, Fatahi, H.R & Dolatshah, P. (2019). The mixed effect of entrepreneurial marketing on the entrepreneurial success of knowledge-based enterprises by explaining the moderating role of market orientation. Scientific Research Quarterly Journal of Entrepreneurship Development, 13(1), 141-160. [Persian].
Mondalizadeh, Z., & Khosravizadeh, E. (2021). The Effectiveness of teaching the Entrepreneurship Course on Entrepreneurial Personality Characteristics and the Entrepreneurial Intent of undergraduate Students of Sports Sciences. Sports Marketing Studies, 2(1), 156-180. [Persian].
Moradi, M. R, & Faraj Elahzadeh, M. (2019). Identifying and prioritizing factors affecting advanced technological entrepreneurship in Iran. National Defense Strategic Management Studies, 4(13), 141-170. [Persian].
Morrish, S. C. (2011). Entrepreneurial marketing: a strategy for the twenty‐first century?. Journal of Research in Marketing and Entrepreneurship, 13(2), 110-119.‏
Peppard, J. (2000). Customer relationship management (CRM) in financial services. European Management Journal, 18(3), 312-327.‏
Salamzadeh, A, Hadizadeh, M & Mortezavi, S. S. (2019). Investigating the impact of the expansion of social networks on the development of entrepreneurship: explaining the moderating role of digital technology infrastructure and social norms. Media Studies, 15(2), 37-51. [Persian].
Sarwoko, E., Surachman, A., & Hadiwidjojo, D. (2013). Entrepreneurial characteristics and competency as determinants of business performance in SMEs. IOSR journal of Business and Management, 7(3), 31-38.‏
Seo, E. J., & Park, J. W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66(5), 36-41.‏
Sheikh Esmaili, S & Mirzaei, N. (2014). Digital marketing mix on gaining trust and perceived value of users of selected online retail stores (Dijikala, 5040, Zanbil), Second International Conference on Management Tools and Techniques – 2014. [Persian].
Sigala, M. (2005). Integrating customer relationship management in hotel operations: managerial and operational implications. International Journal of Hospitality Management, 24(3), 391-413.‏
Zia, Babak, & Totifar Tehranpour, Mohammad Mehdi. (2018). Investigating the effect of entrepreneurial orientation and electronic readiness on the performance of new sports businesses. Journal of Sports Management, 11(4), 705-721. [Persian]
مطالعات بازاریابی ورزشی
دوره 4، شماره 4
بهمن 1402
صفحه 39-56

فایل ها

هم رسانی

ارجاع به این مقاله

آمار