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شناسایی و تجزیه و تحلیل مفاهیم برجسته در بازاریابی دیجیتال و ورزش

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار مدیریت ورزشی، گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تبریز، تبریز، ایران

2 گروه تربیت بدنی و ورزش، موسسه علوم بهداشت، دانشگاه جمهوریت سیواس ، سیواس، ترکیه

3 دانشجوی دکتری مدیریت ورزشی، گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تبریز، تبریز، ایران

4 استادیار، گروه تربیت بدنی و علوم ورزشی، دانشگاه ملی مهارت، تهران، ایران

چکیده

بازاریابی دیجیتال، با بهره‌گیری از فناوری‌های نوین و کانال‌های دیجیتال، نقش بسزایی در صنعت ورزش ایفا می‌کند و منجر به افزایش آگاهی عمومی، ترویج فعالیت‌های ورزشی، و تسریع رشد اقتصادی می‌شود. این پژوهش با هدف شناسایی و تجزیه و تحلیل مفاهیم برجسته در حوزه بازاریابی دیجیتال و ورزش انجام شد. روش ترکیبی از تحلیل کمی و کیفی به کار گرفته شد. ابتدا، با استفاده از نرم‌افزار Publish or Perish و از طریق پایگاه داده گوگل اسکالر، مقالات مرتبط با کلمات کلیدی بازاریابی و دیجیتال جمع‌آوری گردیدند. سپس مقالات غیرمناسب حذف و داده‌های متنی مقالات منتخب مورد تجزیه و تحلیل قرار گرفتند. با استفاده از روش تحلیل ابر کلمات، کلمات کلیدی پرتکرار و مهم هر دسته مقاله شناسایی شدند. نتایج نشان داد مفاهیمی همچون مشتری، اجتماعی، صنعت، گردشگری و برند در موضوعات بازاریابی دیجیتال و مفاهیم باشگاه، اجتماعی و رقابتی در مقالات مرتبط با ورزش و بازاریابی دیجیتال از جمله مهمترین موضوعات مورد تأکید قرار گرفته‌اند. این پژوهش می‌تواند به‌طور کلی به بهبود کارایی و اثربخشی روش‌های بازاریابی دیجیتال در صنعت ورزش کمک کرده و افزایش عملکرد و سودآوری در این حوزه را تسهیل دهد. همچنین، به پژوهشگران کمک می‌کند تا مسیرهای بهینه‌تری برای پژوهش‌های آینده شناسایی کنند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Identification and Analysis of Prominent Concepts in Digital Marketing and Sports

نویسندگان [English]

  • Sajjad Pashaie 1
  • Hamed Golmohammadi 2
  • Sajjad Ghadami 3
  • Hamidreza Zolfi 4

1 Assistant Professor of Sports Management, Department of Sports Management, Faculty of Physical Education and Sport Sciences, University of Tabriz, Tabriz, Iran

2 Department of Physical Education and Sport, Institute of Health Science, Sivas Cumhuriyet University, Sivas, Turkey

3 PhD Student in Sport Management, Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tabriz, Tabriz, Iran

4 Assistant Professor, Department of physical education and sport science, National University of Skills (NUS), Tehran, Iran

چکیده [English]

Digital marketing, by using new technologies and digital channels, plays a significant role in the sports industry and leads to increasing public awareness, promoting sports activities, and accelerating economic growth. This research aimed to identify and analyze prominent concepts in the field of digital marketing and sports. A combined approach of quantitative and qualitative analysis was employed. Initially, articles related to keywords in digital marketing were collected using Publish or Perish software and Google Scholar database. Inappropriate articles were excluded, and textual data from selected articles were analyzed. Using the method of words cloud analysis, frequently occurring and substantial keywords in each category of articles were identified. The results indicated that concepts such as customer, social, industry, tourism, and brand are among the emphasized topics in digital marketing, whereas concepts like club, social, and competitive are highlighted in articles related to sports and digital marketing. This research could generally contribute to improving the effectiveness and efficiency of digital marketing strategies in the sports industry and help enhanced performance and profitability in this domain. Additionally, it assists researchers in identifying more optimal paths for future research.

کلیدواژه‌ها [English]

  • Words cloud analysis
  • Marketing Strategies
  • Data Analytics
  • Google Scholar
  • Publish or Perish
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مطالعات بازاریابی ورزشی
دوره 5، شماره 4 - شماره پیاپی 20
اسفند 1403
صفحه 24-38
فایل ها
هم رسانی
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