سامانه پشتیبانی خدمات اطلاعات

  اخبار و اعلانات

 آمار

تعداد نشریات161
تعداد شماره‌ها6,532
تعداد مقالات70,501
تعداد مشاهده مقاله124,115,461
تعداد دریافت فایل اصل مقاله97,219,609
طریقی, رسول, شیردل شهمیری, فرشته. (1401). طراحی مدل آمیخته بازاریابی اینترنتی صنعت ورزش. , 14(2), 212-195. doi: 10.22059/jsm.2021.320901.2699
رسول طریقی; فرشته شیردل شهمیری. "طراحی مدل آمیخته بازاریابی اینترنتی صنعت ورزش". , 14, 2, 1401, 212-195. doi: 10.22059/jsm.2021.320901.2699
طریقی, رسول, شیردل شهمیری, فرشته. (1401). 'طراحی مدل آمیخته بازاریابی اینترنتی صنعت ورزش', , 14(2), pp. 212-195. doi: 10.22059/jsm.2021.320901.2699
طریقی, رسول, شیردل شهمیری, فرشته. طراحی مدل آمیخته بازاریابی اینترنتی صنعت ورزش. , 1401; 14(2): 212-195. doi: 10.22059/jsm.2021.320901.2699

طراحی مدل آمیخته بازاریابی اینترنتی صنعت ورزش

نشریه مدیریت ورزشی
مقاله 12، دوره 14، شماره 2، مرداد 1401، صفحه 212-195    اصل مقاله (490.77 K)
نوع مقاله: مقاله پژوهشی
شناسه دیجیتال (DOI): 10.22059/jsm.2021.320901.2699
نویسندگان
رسول طریقی* 1؛ فرشته شیردل شهمیری2
1گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه شمال، آمل، مازندران، ایران
2گروه مدیریت ورزشی موسسه آموزش عالی غیر دولتی ادیب مازندران
چکیده
مقدمه تحول سریع در فناوری و تأثیر آن بر رشد پیچیدگی محیط‌های کسب‌وکار سبب ایجاد فرصت‌ها و چالش‌هایی از منظر بازاریابی می‌شود و شایستة توجه و تحقیق است. از این حیث هدف از این پژوهش، طراحی مدل آمیختة بازاریابی اینترنتی صنعت ورزش ایران است.
روش پژوهش: روش پژوهش حاضر توصیفی و از نوع کاربردی است. جامعة آماری تحقیق شامل اعضای هیأت علمی مدیریت ورزشی دانشگاه‌های سراسر کشور، کارشناسان، مدیران و خبرگان آگاه به امور بازاریابی ورزش کشور به تعداد 120 نفر بود. روش نمونه‌گیری به‌صورت غیرتصادفی در دسترس هدفمند بود. ابزار گردآوری اطلاعات پرسشنامة محقق‌ساخته است که روایی آن توسط ده تن از استادان مدیریت ورزشی کشور و پایایی آن از طریق آزمون آلفای کرونباخ تأیید شد. در این تحقیق برای تجزیه‌وتحلیل اطلاعات از روش‌های آمار توصیفی و استنباطی و به‌منظور تجزیه‌وتحلیل داده‌های تحقیق از آزمون حداقل مربعات جزئی (PLS) استفاده شد.
یافته ها: نتایج نشان داد که ضرایب مسیر بین متغیرهای علامت تجاری، ارتباطات، گردآوری اطلاعات، قیمت، خدمات به مشتری، محصول، شخصی‌سازی، ترفیع و توزیع با متغیر توسعة آمیختة بازاریابی اینترنتی در صنعت ورزش همبستگی بالایی وجود دارد و ضرایب مسیر تماماً بالای 5/0 به‌دست آمده‌اند و نشان می‌دهد که این متغیرها در توسعة آمیختة بازاریابی اینترنتی دخیل‌اند.
نتیجه گیری: پیشنهاد می‌شود مؤلفه‌های شناسایی‌شده در تحقیق حاضر مورد توجه مدیران سازمان‌های ورزشی کشور قرار گیرد.
کلیدواژه‌ها
آمیختة بازاریابی؛ اینترنت؛ بازاریابی ورزشی؛ صنعت ورزش؛ مدلسازی
عنوان مقاله [English]
Designing the model of internet marketing mix for sports industry
نویسندگان [English]
Rasoul Tarighi1؛ Fereshte Shirdel Shahmiri2
1Department of Sports Management , Faculty of Physical Education and Sport Sciences, shomal University, Amol, Mazandaran,Iran
2Department of Sports Management, Adib Mazandaran Institute of Higher Education
چکیده [English]
Introduction: The rapid evolution in technology and its impact on the growth of the complexity of business environments creates opportunities and challenges from a marketing perspective and deserves attention and research. Therefore, the purpose of this study is Designing the model of internet marketing mix for sports industry of ir Iran.
Methods: The research method is descriptive and is practical in terms of purpose. The statistical population of this study included 120 faculty members of sports management from universities across the country, experts in the field of marketing and knowledge of sports marketing. The sampling method is non-random and targeted accessible. Its validity was confirmed by ten sport management professors. Reliability was calculated by Cronbach’s alpha test. In this research, descriptive and inferential statistics methods were used to analyze the informations .Also the Partial Least Squares, (PLS) has been used to check the research hypotheses.
Results: The results showed that the elements of Internet marketing mix include: brand, communication, data collection, price, customer service, product, personalization, promotion and distribution have an high correlation with the development of internet marketing mix in the sports industry. Also the path coefficients have been achieved completely above 0.5 and show that these variables are get involved in the development of the internet marketing mix.
Conclusion: Therefore, it is suggested that the components identified in the present study be considered by the managers of sports organizations
کلیدواژه‌ها [English]
marketing mix, internet, sports marketing, sports industry, modeling
مراجع
Smith, A. C. T. Introduction to sport marketing. (M. Jafarpoor, M. R. Beheshti Zavareh, & S. Hasani Moghadam, Trans). Tehran: Sport Sciences Research Institute. (Original work published 2014). 2014

Mizani, Mehran; Rahimizadeh, Meysam and Sajjadi, Seyed Nasrollah Interacting with fans via the Internet as a marketing tool: A review and comparison of professional football clubs in Iran, Asia and Europe. Sports Management Studies. 2014, 23. 102-79 (In Persian).

 Heydari, L.; Sharifian, I Comparison of web marketing of Iranian, English and Greek football clubs. Sports Management Studies, 2013, 22 (6), 131-146. (In Persian).

Kashkar, S; Lawrence, I.; Dodds, M. et al. The Role of Culture in Sports Financial Support: An Update. Yearbook of Applied Sports Science, 2019. 7 (1). (In Persian).

Koozehchian, Hashem, Ehsani, Mohammad, Khodadad Hosseini, Seyed Hamid, Hosseini, Seyed Emad Evaluating the marketing components of the Iranian Premier Football League (p7), from the perspective of the directors of the Physical Education Organization and the Football Federation, Sports Management, 2010. 5(2), 5_23. (In Persian).

Išoraitė, Margarita. Marketing Mix Theoretical Aspects”, International Journal of Research Granthaalayah,2016. 4( 6), 25-37.

Al Badi, Khalid Sudian."The Dimensions of Marketing Mix", Journal of Management and Organizational Studies,2015, Vol. 2. No.1 , pp.136-142

Razavi, Seyed Mohammad Hossein, Almasi, Samaneh, Amirnejad, Saeed (2015) Customer orientation and customer satisfaction in sports venue marketing, North Paydar Publishing, Amal 2015, 409. (In Persian).

Jamaat, Khatereh Comparison of the views of the presidents of sports federations and managers of sponsoring companies regarding the goals of financial support for sports, North University Master's thesis. 2008,17. 26-15. (In Persian).

 Singh Chauhan ,Shyam .Effect of Marketing Communications on the Consumer Decision Making:A Study of Indian Life Insurance Industry.Sustainable Humanosphere ISSN: 1880 - 6503, | February 2020 , 16(1),504_515.

Abdul Maleki, Hussein; Mirzazadeh, Zahrasadat; Ali Doust Ghahfarkhi, Ebrahim Title of ranking the factors affecting the behavior of consumers of sports products using AHP; Sports Management, 2017, 3, (9). 471_488.  (In Persian).

Wolfinbarger, M. F., & Gilly, M. C. How firm advertising affects employees’ trust, organizational identification, and customer focus. MSI Reports, 2005 5(2), 20-39.

 Stephen, A. T. The role of digital and social media marketing in consumer behavior. Current Opinion in Psychology, 2016,10, 17-21.

Abdur Rakib Nayeem, 2nd Affiliation Md Shahab Ali Raja, 3rd Affiliation Md. Rokebul Islam Shojib THE Impact of marketing mix in fascinating customers perception: Case study on online banks in bangladesh,2020, 8(1), 231_241.

Otman, A Harun, W Rashid, S Nazeer, A Kassim, K Kadhi. The influences of service marketing mix on customer loyalty tiwars umrah travel agents: Evidence frim malaysia,management science letters,2019, 9(6),865-876.

Ade Gunawan, Sri fitri wahyuni The Effect of Marketing Mix, Service Quality, Islamic Values and Institutional Image on Students’ Satisfaction and Loyalty; Expert Journal of Marketing. 2018,6(2). 95-105

Chumaidiyah.E The marketing mix strategy in influence to the competitiviete advantage.proceedings of the 2014 international conference on industrial engineering and operation managemant bali.indonesia.2014,5.7-12.

Tarighi, Rasool; Sajjadi, Seyed Nasrullah; Hamidi, Mehrzad; Khabiri, Mohammad Identifying Factors Affecting the Development of Electronic Marketing Capability of Iranian Professional Sports, Quarterly Journal of Strategic Studies of Sports and Youth, 2016, 42, 112-93 (In Persian).

Sriram K.V; Kathakali, Phouzder; Asish, Oommen Mathew; Sumukh, Hungund   Does e-marketing mix influence brand loyalty and popularity of e-commerce websites? ABAC Journal ,2019,39(2), 64-81

Jabbari, Zaleh; Kashif, Seyed Mohammad; Kashkar, Sara Development of a model for the relationship between cultural factors and customer attraction in e-marketing of sports industry, Sports Science 13,2020, 1: 43-49[ Persian]

Rita ,Paulo; Oliveiraa,Tiago; Farisab, Almira. Unravelling the effects of cultural differences in the online appraisal of hospitality and tourism services, International Journal ofHospitalityManagemen; 2019,5,10;DIO= https://doi.org/10.1016/j.heliyon.2019.e02690

Saif Panahi Shabani, Jabbar; Qarakhani, Hassan; Naderi, Fakhrzaman The combined role of sports marketing in generating revenue for Iranian football clubs Football clubs; 2018, (1): 95_102[ Persian]

Retno, A. Rizky, L. Ramadhan, S. Galuh, D. Paramita, W Marketing Strategy Based on Marketing Mix Influence on Purchasing Decisions of Malang Apples Consumers at Giant Olympic Garden Mall (MOG), Malang City, East Java Province, Indonesia. Agriculture and Agricultural Science Procedia, 2017, 3. 67-71

Susanna Lee & Eunice Kim. Influencer marketing on Instagram: How sponsorship disclosure, influencer credibility, and brand credibility impact the effectiveness of Instagram promotional post, Journal of Global Fashion Marketing, 2020 , 11:3; 232-249

Syapsan. The effect of service quality, innovation towards competitive advantages and sustainable economic growth: Marketing mix strategy as mediating variable", Benchmarking: An International Journal, 2019. 26(4), 1336-1356

Damir, Spahic; Nurettin ,Parilti the impact of guerilla mardeting practices on consumer attttudes and comparison with tradtional marketing communication; 2019, 6 ,(1), 1 – 24

Naimi Nezamabad, Mehdi.The Impact and Benefits of Internet on Marketing Mix; Australian Journal of Basic and Applied Sciences,2011; 5(9): 1784-1789.

TATT, K. Factors Influencing Consumer Buying Behavior of Luxury Branded Goods. Research report in partial fulfillment of the requirements for the degree of Online Master of Business Administration. Universiti Sains Malaysia. 2016, 1-107.

Bagheri Kani, Mesbah Ahadi; Azar, Adel. A New Approach to Internet Marketing Mix; Teacher of the Humanities Quarterly.2005. 9(2), 1-27 [ Persian].

Zamani Dadaneh, Saturn; Elahi, Alireza; Amirnejad, Saeed; Almasi, Samaneh .Examining the foreign sportswear marketing mix from a customer perspective (Adidas case study); 2015,11( 22); 177_190[ Persian]

Arnott, Melissa Fraser The Marketing Mix in Parliamentary Library Websites; Journal of Library Administration, 2020, DOI: 10.1080/01930826.2020.1820279

Jain, M. K. An analysis of marketing mix: 7Ps or more. Asian Journal of Multidisciplinary Studies, 2013. 1(4)PP23_28

Rahman, Fandi Yanuar; Yulianti, Lilik Noor, Simanjuntak, Megawati. The Influence of Marketing Mix and Word of Mouth Towards Brand Image and Usage of Online Bike Usage; Indonesian Journal of Business and Entrepreneurship, 2018. 5. 3;287_298

Baktash, Narges; Barzegar, Taybeh; Ghasemi, Seyed Hamid .Investigating the role of the Islamic Republic of Iran Broadcasting on the marketing of Iranian sports products with emphasis on the marketing mix of "4P", Communication Management in Sports Media, 2014,2,( 5); 25-27[ Persian]

Badri Azarin, Yaqub; Pashaei, Sajjad; Hafizi, Vahid; Fateh, Hassan Investigating the effect of mediating the quality of electronic ticketing services on the performance of electronic customer relationship management in the Iranian Football Premier League; Fifth year; Serial 2018. 19, Spring 97; 15_26[ Persian]

Pomering, Alan. Marketing for sustainability: Extending the conceptualisation of the marketing mix to drive value for individuals and society at large; Australasian Marketing Journal.2017. doi: .10.1016/j.ausmj.2017.04.011; 1-9

Cheng, Yanxia; Sharma, Saurabh; Sharma, Prashant; Kulathunga, KMMCB. Role of Personalization in Continuous Use Intention of Mobile News Apps in India: Extending the UTAUT2 Model; Information 2020, 11(1),33.

Pogorelova, Elena; Yakhneeva; Agafonova, Anna; Prokubovskaya.Alla. Marketing Mix for E-Commerce; 2016. 11(14); 16.

Vynogradova, Olena; Drokina, Nina.The structure of an integrated internet marketing complex, based on the marketing-mix concept; Acta Sci. Pol. Oeconomia.2020. 19 (3) , 117–126.

Zarei, Qasim; Asgarnejad Nouri, Baqer; Nowruzi, Nasim. The Impact of Internet Service Quality on Consumer Purchasing Behavior: The Role of Satisfaction, Attitude and Purpose of Purchasing, Journal of Internet Commerce, 2019. 197-220[ Persian]

 Mahmoud Salehi, Mahdi; Jahanian, Saeed. Extraction of Internet Marketing Mixed Components: A Combined Research Project; Management research in Iran.2015. 19(3), 56_75. (In Persian).

 

آمار
تعداد مشاهده مقاله: 807
تعداد دریافت فایل اصل مقاله: 813


سامانه مدیریت نشریات علمی. قدرت گرفته از سیناوب