سامانه پشتیبانی خدمات اطلاعات

  اخبار و اعلانات

 آمار

تعداد نشریات158
تعداد شماره‌ها6,226
تعداد مقالات67,708
تعداد مشاهده مقاله115,010,548
تعداد دریافت فایل اصل مقاله89,694,055
ممبینی, هدایت, علم, شهرام, هژبرنیا, زهرا, رسولی, مهدی. (1401). شناسایی راهکارهای توسعه بازاریابی دیجیتال در فدراسیون فوتبال ایران. , 14(2), 340-323. doi: 10.22059/jsm.2021.308100.2552
هدایت ممبینی; شهرام علم; زهرا هژبرنیا; مهدی رسولی. "شناسایی راهکارهای توسعه بازاریابی دیجیتال در فدراسیون فوتبال ایران". , 14, 2, 1401, 340-323. doi: 10.22059/jsm.2021.308100.2552
ممبینی, هدایت, علم, شهرام, هژبرنیا, زهرا, رسولی, مهدی. (1401). 'شناسایی راهکارهای توسعه بازاریابی دیجیتال در فدراسیون فوتبال ایران', , 14(2), pp. 340-323. doi: 10.22059/jsm.2021.308100.2552
ممبینی, هدایت, علم, شهرام, هژبرنیا, زهرا, رسولی, مهدی. شناسایی راهکارهای توسعه بازاریابی دیجیتال در فدراسیون فوتبال ایران. , 1401; 14(2): 340-323. doi: 10.22059/jsm.2021.308100.2552

شناسایی راهکارهای توسعه بازاریابی دیجیتال در فدراسیون فوتبال ایران

نشریه مدیریت ورزشی
مقاله 19، دوره 14، شماره 2، مرداد 1401، صفحه 340-323    اصل مقاله (434.7 K)
نوع مقاله: مقاله پژوهشی
شناسه دیجیتال (DOI): 10.22059/jsm.2021.308100.2552
نویسندگان
هدایت ممبینی1؛ شهرام علم* 2؛ زهرا هژبرنیا1؛ مهدی رسولی3
1گروه مدیریت ورزشی، واحد شوشتر، دانشگاه آزاد اسلامی، شوشتر، ایران
2گروه مدیریت ورزشی، واحد شهر ری، دانشگاه آزاد اسلامی، تهران، ایران
3گروه مدیریت ورزشی، پژوهشگاه تربیت بدنی و علوم ورزشی وزارت علوم، تحقیقات و فناوری، تهران، ایران
چکیده
مقدمه: هدف از تحقیق حاضر، شناسایی راهکارهای مؤثر بر پیاده‌سازی بازاریابی دیجیتال در فدراسیون فوتبال ایران بود.
روش پژوهش: این تحقیق با شیوۀ کیفی انجام شد که از لحاظ هدف کاربردی و با ماهیت اکتشافی بود. نمونه‌گیری از نوع نمونه‌گیری نظری بود. مصاحبه‌شونده‌ها شامل مدیران و متخصصان اجرایی در سطوح عالی باشگاه‌های فوتبال لیگ برتر خلیج‌فارس، سازمان لیگ، فدراسیون فوتبال و اتحادیۀ فوتبال، متخصصان فناوری اطلاعات و به‌ویژه صاحب‌نظران بازاریابی دیجیتال و استادان دانشگاهی بودند. نمونه‌گیری به‌صورت هدفمند انجام گرفت و با 18 مصاحبه، اشباع نظری صورت گرفت.
یافته ها: در مجموع، 104 مفهوم به‌دست آمد که در 13 مقوله و ۶ مقولۀ اصلی دسته‌بندی شدند. این مفاهیم شامل تحقیقاتی و آموزشی، نظارتی، منابع، هدف‌گذاری و قانونگذاری، ارتباطات و راهکارهای اجرایی بود.
نتیجه گیری: با توجه به نتایج تحقیق، موفقیت در بازاریابی دیجیتال در فدراسیون مستلزم داشتن تیم متخصص و مجرب، اتخاذ راهبرد‌های بازاریابی و همچنین وجود زیرساخت‌ها و سیستم‌های بازاریابی نیز است. افزون‌بر این مدیران فدراسیون می‌توانند با هدف‌گذاری دقیق و مدیریت صحیح، استخدام نیروی کار خبره به رشد و توسعۀ بازاریابی دیجیتال کمک کنند.
کلیدواژه‌ها
بازاریابی دیجیتال؛ توسعۀ ارتباطات؛ صنعت فوتبال
عنوان مقاله [English]
Identifying solutions for the development of digital marketing in the Iranian Football Federation
نویسندگان [English]
Hedayat Mombini1؛ Shahram Alam2؛ Zahra Hojabrnia1؛ Mehdy Rasooli3
1Department of Sport Management, Shuoshtar Branch, Islamic Azad University, Shuoshtar, Iran
2, Department of Sport Management, Rey City Branch, Islamic Azad University, Tehran, Iran
3Department of Sport Management, Institute of Physical Education and Sports Sciences, Ministry of Science, Research and Technology, Tehran, Iran.
چکیده [English]
Introduction: The purpose of this research was to identify the effective solutions for the implementation of digital marketing in the Iranian Football Federation.
Methods: This research was conducted with a qualitative method, which was applied in terms of purpose and exploratory in nature. The sampling was theoretical.  The interviewees included managers and executive experts at the highest levels of Persian Gulf Premier League football clubs, league organizations, football federations, and football unions, information technology specialists, and especially digital marketing experts and university professors. Sampling was performed purposefully and with 18 interviews, theoretical saturation was reached.
Results: In total, 104 concepts were obtained then they were classified into 13 categories and 6 main categories. These concepts included research and education, oversight, resources, targeting and legislation, communications, and executive solutions.
Conclusion: According to the research results, success in digital marketing in the federation requires having a specialized and experienced team, adopting marketing strategies, as well as the existence of marketing infrastructure and systems.  In addition, federation managers can help the growth and development of digital marketing by accurately targeting and managing, hiring a skilled workforceThe purpose of this study was to identify the strategies affecting the implementation of digital marketing in the Iranian Football Federation. This research did by qualitative way and thematic analysis, which was applied and exploratory. The population of the study included executives and executives at senior levels of the Premier League football clubs, the League Organization, the Football Federation and the Football League, IT specialists, and in particular digital marketing experts and academics.
r digital marketing experts and academics.
experts and academics.
r digital marketing experts and
کلیدواژه‌ها [English]
Digital Marketing, communication development, the Football industry
مراجع
Preuß H, Kurscheidt M, Schütte N. (2009). Ökonomie des tourismus durch sportgroßveranstaltungen: Eine empirische analyse zur Fußball-Weltmeisterschaft 2006. Springer-Verlag; Nov 24.

Deloitte Annual Review of Football Finance. (2015). http://www2.deloitte. Com/uk/en/pages/sports-business-group/articles/annual-review-of-footballfinance. html, accessed July 15,

Parganas P, Anagnostopoulos C. (2015). Social Media Strategy in Professional Football: The case of Liverpool FC. Choregia. Sep 1; 11(2).

Safarnejad, M. and Nasirzadeh, A. (2018). Development of sports marketing strategies of Iranian public sports federations. Applied Research in Sports Management. 6(3): 75-84. [In Persian].

Maryeni YY, Govindaraju R, Prihartono B, Sudirman I. (2012). Technological and organizational factors influencing the e-commerce adoption by Indonesian SMEs. In2012 IEEE International Conference on Management of Innovation & Technology (ICMIT), Jun (11): 436-441.

Pew Research Center: Internet Use over Time: American Adults: http://www.pewinternet.org/data-trend/internet-use/ internet-use-over-time/. 2015 [accessed 15.09.15].

Stephen AT. (2016). the role of digital and social media marketing in consumer behavior. Current opinión in Psychology. Aug 1; 10:17-21.

Socialbakers. Facebook pages– brands. (2015) http://www.socialbakers.com/ facebook-pages/brands, accessed January 3.

Digital-Football.com, “Premier league twitter accounts and statistics”, available at: http:// digital-football.com/premier-league-twitter-statistics, (accessed 21 March 2013)

Machado JC, Martins CC, Ferreira FC, e Silva SC, Duarte PA. (2020). Motives to engage with sports brands on Facebook and Instagram–The case of a Portuguese football club. International Journal of Sports Marketing and Sponsorship. Apr 2.

Tuten TL, Solomon MR. (2016). "Social Media Marketing": SAGE Publications.

Krom Wn. (2017). Digital Communication Techniques That Affect Digital Marketing Performance of the Community Enterprise and the Otop in the Lower North. Social Science Asia. Jul 31; 3(3):65-75.

Baena V. (2019). Global marketing strategy in professional sports. Lessons from FC Bayern Munich. Soccer & Society. May 19; 20(4):660-74.

Mohammadi S, Nouraie T, Sharifian I. (2015). Identifying and prioritizing the factors affecting the development of online shopping for sports goods. Sports Management Studies, 8 (37), 109-126. [In Persian].

Zakerian AR, Jalali M. Takli H. (2017). Investigating the effect of internet advertising factors on the intention of sports consumers to buy. Applied Research in Sports Management. 2(22); 25-33. [In Persian].

Hafezi v, Abdavi f, Khodadai, MR, Pashaei, S. (2017). Analysis of influential factors with the role of mediating customers' attitudes on the intention to purchase electronic tickets for Iranian Premier League matches. Applied Research in Sports Management, 2(22); 81-88. [In Persian].

Kuzma J, Bell V, Logue C. (2014). A study of the use of social media marketing in the football industry. Journal of emerging trends in Computing and information sciences. 5(10):728-38.

Mohebi, M M. Yousefi, A. (2016). Study of the effect of information and communication technology on the development of electronic marketing in Hamedan News. The first international conference on new paradigms of business and organizational intelligence management.Tehran, OICONFERENCE01_671 (In Persian).

El-Gohary H. (2012). Factors affecting E-Marketing adoption and implementation in tourism firms: An empirical investigation of Egyptian small tourism organisations. Tourism management. Oct 1; 33(5):1256-69.

Mzee RM, Ogweno KL, Irene N. (2015). Factors influencing Adoption of E marketing by small and Medium Enterprises (SMEs) in Kisumu Municipality. Journal of Business and Management. 17(5):78-83.

Pourfarhad A, Taghizadeh M, Atefi Azad M, Jalali Farahani M. (2017). Comparison of marketing by the Football Federation of the Islamic Republic of Iran with marketing by the football federations of selected countries. 10th International Conference on Sports Science. Tehran, Institute of Physical Education and Sports Sciences. [In Persian].

Rasooli M, Khabiri M, Elahi A. Aghaei N. (2016). Factors and internal challenges of brand management of Iranian Premier League clubs. Sports Management Studies. 8(35); 51-66. (In Persian).

Antano, Eleonora; Nguyen, Bang; Dennis, Charles; Gerlach, Sabine. (2004). E-Retailing (Routledge E business). First Published Routledge Taylor. P 88-111.

Bazargan Harandi, A. (2019). Introduction to Qualitative and Mixed Research Methods: Common Approaches in Behavioral Sciences. Tehran: Didar Publications. (In Persian).

Bansbardi, A. (2015). Modeling the factors affecting the expansion of the professional football club brand. Ph.D. Thesis. Faculty of Physical Education and Sports Sciences, University of Tehran. (In Persian).

Westerman G, Soule DL, Eswaran A. (2019). Building digital-ready culture in traditional organizations. MIT Sloan Management Review. Jul 1; 60(4):59-68.

The Digital Culture Challenge: Closing the Employee - Leadership Gap - Capgemini, July 2017https://www.capgemini.com/consulting-de/wp- ontent/uploads/sites/06/2017/32/digital-culturereport2017-.pdf

Analytics M. (2016). The age of analytics: competing in a data-driven world. Technical report, San Francisco: McKinsey & Company.

Barwise P, Farley JU. (2004). marketing metrics: Status of six metrics in five countries. European Management Journal. Jun 1; 22(3):257-62.

Patterson L. (2007). Taking on the metrics challenge. Journal of Targeting, Measurement and Analysis for Marketing. Sep; 15(4):270-6.

Radikonyana PS, Heath E, Fairer-Wessels F, Prinsloo JJ, Pelser TG. (2015). A strategic e-marketing framework for sport mega-events. Journal of Applied Business Research (JABR). Mar 3; 31(2):437-54.

Rousta, A. Venus, D. Ebrahimi, A. (2016). Marketing Management, Organization for the Study and Compilation of University Humanities Books (Samt), and Center for Research and Development of Humanities, Tehran, 18th edition, p.48. (In Persian).

Tarighi R, Sajjadi S N, Hamidi M, Khabiri, M. (2018). Identification of effective factors on the development of e-marketing capabilities of Iranian professional sports. Strategic Studies on Youth and Sports. 17(42); 93-112. (In Persian).

Kriemadis T, Terzoudis C, Kartakoullis N. (2010). Internet marketing in football clubs: A comparison between English and Greek websites. Soccer & Society. May 1; 11(3):291-307.

Mira AM. (2019). A influência do marketing nos eventos de Taekwondo (Doctoral dissertation, Instituto Superior de Economia e Gestão).

آمار
تعداد مشاهده مقاله: 772
تعداد دریافت فایل اصل مقاله: 320


سامانه مدیریت نشریات علمی. قدرت گرفته از سیناوب