نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار مدیریت ورزشی دانشکده تربیت بدنی و علوم ورزشی دانشگاه شمال آمل، مازندران، ایران
2 کارشناسی ارشد مدیریت ورزشی موسسه آموزش عالی غیر دولتی ادیب مازندران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Social media marketing involves an effort that social media use it in order to convince consumers for use the valuable products and/ or services.The purpose of this research is identifying effective factors on sport marketing capability development through social medias.The research method is correlation and practical purposely. The statistical population of this research was 200 people,includes faculty members of the country’s universities (51) and sport managers (34) and experts (74) and members of the board of directors of sports federations and experts (9) and people aware about sports marketing affairs and discussions (32). The sampling method is non-random and targeted accessible. Researcher while reviewing sports marketing books and scientific articles in the field of sport industry and sport marketing and social media has prepared a researcher questionnaire.The questionnaire factors were extracted from the article (Alaa Allah, Nripendra et.al, 2017). Its validity was confirmed by ten sport management professors.Reliability was calculated by Cronbach’s alpha test. The statistical method was used in structural equations modeling research (ESM) and confirmatory factor analysis (CFA). The findings of this study show that advertising agents,electronic word of mouth (e-WOM),customer relationship management and brand and customer behavior and anticipation in sports marketing through social media has a positive and significant impact on the development of sports marketing capability.It seems sport organization and federations need to talk about self-sufficiency and more monetizing in order to development of their marketing capability by new technology.
کلیدواژهها [English]