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

Document Type : Original Article

Authors

1 Assistant Professor of Sports Management, Islamic Azad University, South Tehran Branch, Tehran

2 Master's degree in sports management, Islamic Azad University, Khorasgan branch, Isfahan, Iran

10.22034/sms.2023.139347.1233

Abstract

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.

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Sports Marketing Studies
Volume 4, Issue 4
February 2024
Pages 39-56

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