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بررسی نقش میانجی‌گری بازاریابی چابک بر رابطه بین مزیت نسبی و مزیت رقابتی و پذیرش بازاریابی دیجیتال محصولات ورزشی | ||
| مدیریت ارتباطات در رسانه های ورزشی | ||
| مقاله 12، دوره 12، شماره 1 - شماره پیاپی 45، آبان 1403، صفحه 181-192 اصل مقاله (780.43 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.30473/jsm.2022.64488.1638 | ||
| نویسندگان | ||
| رضا مرتاضی1؛ آزاده سیدعالی نژاد* 2؛ محمد جلیلوند2 | ||
| 1دانشجوی دکترای مدیریت ورزشی، واحد همدان، دانشگاه آزاد اسلامی، همدان، ایران | ||
| 2استادیار گروه تربیت بدنی و علوم ورزشی، واحد همدان، دانشگاه آزاد اسلامی، همدان، ایران | ||
| چکیده | ||
| تحقیق حاضر با هدف بررسی نقش میانجی‌گری بازاریابی چابک بر رابطه بین مزیت نسبی و مزیت رقابتی و پذیرش بازاریابی دیجیتال محصولات ورزشی طراحی و اجرا گردید. این تحقیق از نوع تحقیقات توصیفی است که از منظر هدف، جزء تحقیقات کاربردی است که به‌صورت میدانی انجام شده است. جامعه آماری پژوهش را تمامی مشتریان محصولات ورزشی تشکیل می‌دهد. با توجه به گستردگی جامعه آماری و نامشخص بودن تعداد آن، نمونه آماری بر اساس جدول تعیین حجم نمونه مورگان برای جامعه نامحدود 384 نفر از مشتریان محصولات در شهر همدان انتخاب شد، که به‌طور تصادفی و به‌صورت خوشه ای چندمرحله‌ای انتخاب شدند. به منظور گردآوری اطلاعات، از پرسشنامه های استاندارد و برای تجزیه‌وتحلیل داده‌های تحقیق، از روش مدل‌سازی معادلات ساختاری با نرم افزار پی ال اس استفاده شد. نتایج نشان داد که بازاریابی چابک بر رابطه بین مزیت نسبی و مزیت رقابتی و پذیرش بازاریابی دیجیتال محصولات ورزشی نقش میانجی گری کامل دارد. بنابراین نتیجه گیری میشود که جهت بهبود اعتمادسازی و در نتیجه بهبود پذیرش بازاریابی دیجیتال محصولات، باید شرایطی برای تقسیم‌کار و ایجاد شرایطی در تصمیم‌گیری‌های مشارکتی در حوزه محصولات ورزشی، فراهم شود. | ||
| کلیدواژه‌ها | ||
| بازاریابی چابک؛ بازاریابی دیجیتال؛ مزیت رقابتی؛ مزیت نسبی | ||
| عنوان مقاله [English] | ||
| Examining the Mediating Role of Agile Marketing on the Relationship Between Relative Advantage and Competitive Advantage and the Adoption of Digital Marketing of Sports Products | ||
| نویسندگان [English] | ||
| Reza Mortazi1؛ Azadeh Seyedalinejad2؛ Mohamad Jalilvand2 | ||
| 1PhD Student in Sports Management, Hamadan Branch, Islamic Azad University, Hamadan, Iran | ||
| 2Assistant Professor, Department of Physical Education and Sports Sciences, Hamadan Branch, Islamic Azad University, Hamadan, Iran | ||
| چکیده [English] | ||
| The present study was designed and conducted to investigate the mediating role of agile marketing in the relationship between relative advantage, competitive advantage, and the acceptance of digital marketing for sports products. This research is a descriptive, applied study conducted in the field. The statistical population includes all customers of sports products. Due to the large size and uncertainty of the population, a sample of 384 customers from Hamadan city was selected using Morgan’s table for an unlimited population, through multi-stage random sampling. Standardized questionnaires were used for data collection. To analyze the data, structural equation modeling with PLS software was employed. The results indicated that agile marketing fully mediates the relationship between relative advantage, competitive advantage, and the acceptance of digital marketing of sports products. Based on these findings, it is concluded that promoting collaborative decision-making and establishing conditions that foster trust can enhance the acceptance of digital marketing in the sports products sector. | ||
| کلیدواژه‌ها [English] | ||
| Agile Marketing, Competitive Advantage, Comparative Advantage, Digital Marketing | ||
| مراجع | ||
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