نوع مقاله : مقاله پژوهشی
نویسندگان
1 دکتری مدیریت ورزشی،دانشکده علوم ورزشی، دانشگاه مازندران، بابلسر،بابلسر، ایران
2 دانشجوی دکتری مدیریت ورزشی،دانشکده علوم ورزشی، دانشگاه مازندران، بابلسر، بابلسر،ایران.
3 استادیار مدیریت ورزشی، گروه تربیت بدنی، دانشکده علوم انسانی، دانشگاه آزاد اسلامی واحد چالوس،چالوس، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
This study was conducted to design a leading digital marketing excellence model in the sports industry, with a focus on digital transformation. The research employed a qualitative approach using grounded theory methodology. Data were collected through semi-structured interviews with 15 experts, specialists, and managers active in the field of sports marketing. A three-stage coding process was used for data analysis. The results indicated that the digital marketing excellence model in the sports industry comprises five main components: digital strategy, technology and infrastructure, customer engagement, digital branding, and digital transformation. Accordingly, it is recommended that organizations operating in this field enhance their marketing activities by developing comprehensive digital strategies, investing in technological infrastructures, increasing effective customer engagement through innovative tools, focusing on digital brand development using creative content, and fostering a culture of digital transformation within their organizations. Implementing these measures can lead to improved digital marketing performance, increased customer satisfaction and loyalty, and ultimately, the sustainable growth of the sports industry.
کلیدواژه‌ها [English]
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