Document Type : Original Article
Authors
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
Abstract
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.
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