پیوندهای مفید
اخبار و اعلانات
آمار
| تعداد نشریات | 46 |
| تعداد شماره‌ها | 1,226 |
| تعداد مقالات | 10,524 |
| تعداد مشاهده مقاله | 20,809,891 |
| تعداد دریافت فایل اصل مقاله | 14,187,099 |
تحلیل عوامل مؤثر بر عملکرد بازاریابی دیجیتال در باشگاههای ورزشی | ||
| فصلنامه علمی پژوهش‌های کاربردی در مدیریت ورزشی | ||
| دوره 11، 4 (بهار 1402) - شماره پیاپی 44، خرداد 1402، صفحه 49-63 اصل مقاله (1.12 M) | ||
| نوع مقاله: تحقیقی | ||
| شناسه دیجیتال (DOI): 10.30473/arsm.2023.9935 | ||
| نویسندگان | ||
| معصومه قلعه نویی1؛ علی‌محمد صفانیا2؛ رضا نیک‌بخش3؛ حمیدرضا طلایی4 | ||
| 1دانشجوی دکتری، مدیریت ورزشیگرایش بازاریابی، دانشگاه آزاد واحد تهران شمال، تهران، ایران. | ||
| 2استاد گروه تربیت‌بدنی و علوم ورزشی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران | ||
| 3استادیار، مدیریت صنعتی گرایش تحقیق در عملیات، دانشگاه اراک، اراک، ایران | ||
| 4دانشیار تربیت بدنی و علوم ورزشی، گرایش مدیریت ورزشی، واحد تهران جنوب، دانشگاه آزاد اسللامی، تهران، ایران | ||
| چکیده | ||
| در عصر حاضر که مفاهیم ارتباطات، رقابت، مشتریگرایی، تجارت با هم پیوندی ناگسستنی دارند، بازاریابی الکترونیکی به‌عنوان عنصری از تجارت و کسب و کارهای موجود، نقش محوری در حفظ و بقاء کسب و کارها از طریق جذب و حفظ مشتریان، شناساندن و معرفی محصولات و ایجاد انگیزه برای احساس نیاز به خرید ایفا می‌کند، هدف اصلی پژوهش حاضر تحلیل عوامل مؤثر بر بازاریابی دیجیتال در باشگاههای ورزشی تهران می‌باشد. پژوهش حاضر از نوع میکس مدل( کیفی-کمی) یا گرند تئوری می‌باشد. که در آن ابتدا به روش کیفی به جمع‌آوری متغیرها در بافت زندگی واقعی از طریق مصاحبه پرداخته می‌شود. جامعه آماری در بخش کیفی تحقیق، با روش مصاحبه، از نظر خبرگان و متخصصینی که بیش از 10 سال سابقه فعالیت مستقیم در مدیریت بازاریابی ورزشی در رسانههای اجتماعی داشتند، استفاده شده که در نهایت منجر به استخراج و شناسایی متغیرها شد. و از روش نمونه گیری به روش اشباع استفاده شد. به طوری که به حد اشباع تئوریک از خبرگان 20 مصاحبه نیمه ساختار یافته عمیق به عمل آمد. در بخش کمی این پژوهش، جامعه آماری مدیران باشگاههای ورزشی در استان تهران میباشند که با روش نمونه گیری خوشهای واز فرمول کوکران 384 نفر به‌عنوان حجم نمونه انتخاب شدند.تجزیه و تحلیل آماری این پژوهش در دو سطح کیفی و کمی انجام شد. در سطح کیفی از تحلیل محتوا و کدگذاری استفاده شد و در سطح کمی تحلیل ها با نرم‌افزار spss انجام شد. | ||
| کلیدواژه‌ها | ||
| بازاریابی دیجیتال؛ باشگاه ورزش | ||
| عنوان مقاله [English] | ||
| Analysis of Factors Affecting The Performance of Digital Marketing in Sports Clubs | ||
| نویسندگان [English] | ||
| Masoumeh Ghalenoei1؛ ALI MOHAMMAD safanya2؛ Reza Nikbakhsh3؛ Hamidreza Talaei4 | ||
| 1Ph.D. student in sports management, marketing major, Azad University, North Tehran branch, Tehran, Iran | ||
| 2Professor, Department of Physical Education and Sport Sciences, Science and Research Branch, Islamic Azad University, Tehran, Iran | ||
| 3Assistant Professor of Industrial Management, Operations Research, Arak University, Arak, Iran | ||
| 4Associate Professor of Physical Education and Sports Science, Sports Management, Azad University, Tehran Branch South, Tehran, Iran | ||
| چکیده [English] | ||
| In today's age, when the concepts of communication, competition, customerism, and business are inextricably linked, electronic marketing as an element of existing business and business plays a central role in maintaining and surviving businesses through attracting and retaining customers, introducing and introducing them. products and creating motivation to feel the need to buy, the main purpose of the current research is to analyze the factors affecting digital marketing in sports clubs in Tehran. The current research is of mixed model (qualitative-quantitative) or grand theory type. In which, qualitative method is used to collect the variables in the context of real life through interviews. The statistical population was used in the qualitative part of the research, with the interview method, according to experts and specialists who had more than 10 years of direct experience in managing sports marketing in social media, which ultimately led to the extraction and identification of variables. And the saturation sampling method was used. 20 in-depth semi-structured interviews were conducted to the theoretical saturation of experts. In the quantitative part of this research, the statistical population is the managers of sports clubs in Tehran province, 384 people were selected as the sample size using the cluster sampling method and the Cochran formula. The statistical analysis of this research is on two qualitative and quantitative levels. Done. At the qualitative level, content analysis and coding were used, and at the quantitative level, the analysis was done with spss software. . | ||
| کلیدواژه‌ها [English] | ||
| Digital Marketing, Club Sports | ||
|
سایر فایل های مرتبط با مقاله
|
||
| مراجع | ||
|
Abdolvand, Mohammad Ali, Abdoli, Kivan, (2014), "Investigation of factors affecting the loyalty of Tejarat Bank customers", Marketing Management Bi-Quarterly, Year 3, Number 5. (Persian). Abdul Alem.and Basribin (2012). Customer relationship in hotel industry: A framework proposal on the relationship among dimension, capabilities and hotel performance. Journal international review of management and marketing, vol. 2, No.1, pp. 220-230. Akbarpourshirazi, Mohsen, Tahmasabi, Samia, Javadian, Nikbakhsh (2014). Using the analytical method of data coverage to evaluate the marketing efficiency of banks, International Conference on Marketing Management (Persian). Amoako and.and Bandoh (2012). The impact of effective customer relationship management (CRM) on repurchase: A case study of (GOLDEN TULIP) hotel (ACCRAGHANA) Journal of marketing management, vol. 4(1), No.3, pp.17- 29. Anderson and Weitz (2017). The use of pledges to build and sustain commitment in distribution channels. Journal of marketing research, vol.9, No.1, pp.18-34. Arman, Vermaghani, Maryam (2016). Effectiveness of tourism industry from electronic marketing. Ghani Market Management Research Quarterly, 9(17), 197-224 (Persian) Baena, V. (2019). Global marketing strategy in professional sports. Lessons from FC Bayern Munich. Soccer & Society, 20(4), 660-674. Blery E and et al (2017) "Customer Retention in the Greek Banking Industry: Some Survey Evidence ", The IUP Journal of Bank Management, Vol. VIII No. 3 & 4 Cater B, and Cter T (2017) "Relationship-value-based antecedents of customer satisfaction and loyalty in manufacturing", Journal of Business & Industrial Marketing, Vol. 24 No. 8 10. Chen, I., and Popovich, K. (2013). Understanding customer relationship management (CRM) people, process and technology. Business Process Management Journsl, Vol.9, No.5, pp.672 Czaplewiski, A.J. (2016). Ewom: The impact of customer to customer online know how wxchange on customer value and loyalty. Journal of Business Research, Vol.59, No.4, pp.49. Farid fathi, A., Rezaei, Z., Haghighat, M., & Bahmanzadeh, M. (2018). The role of moderating a legal environment on the impact of strategic intelligence on the capacity of organizational change in sports organizations. Organizational Behavior Management in Sport Studies, 5(3), 117-125. doi: 10.30473/fmss.2018.5127 Fathian, Mohammad, Shafia, Mohammad Ali, Shahrashtani, Maryam, (2014), "The effect of electronic banking on increasing bank customer satisfaction, a case study of National Bank of Iran", the first executive management conference. (Persian). Farahani, Abolfazl; Safarinejad, Mehri; Farahani, Zahra; (2018); Analysis of behavioral and human inhibiting factors in the employment and entrepreneurship of Iranian sports; Journal: Organizational Behavior Management Studies in Sports » Spring 2018 – 21 Hadizadeh Moghadam, Akram, Shahidi, Kamran, (2017), "Comparative study of the quality of public banking and private banking services", Journal of Humanities and Social Sciences of Management, Year 8, Number 4, Number 31. (Persian). Homan, Heydar Ali, (2014), "Modelling of structural equations using Lisrel software", first edition, Tehran, side. Hosseini, Amir (1386). "Sports Marketing Guide: Strategic Management in Sports for Club Managers". First Edition. Tehran: Badam Book (Persian). Jankovic, M. M. (2019). Holistic marketing approach in media communications of sports organizations. Sport Mont, 17(3), 91-95. Johnson, M. D., Herrmann, A., and Huber, F. (2016). The evaluation of loyalty intentions. Journal of Marketing, Vol.40, No.2, pp.12 20. Kalantari, Khalil, (2014), "Structural equation modeling in social and economic development", first edition, Tehran, Farhang Saba. (Persian). Kashanipour, Mohammad, Ghazizadeh, Mustafa, (2014), "Identification of effective variables and ratios in measuring the efficiency of bank branches", Bimonthly scientific-research journal of Daneshvar Behavat, Shahid University, 15th year, number 32. (Persian). Lee, G.G., and Lin, H.F. (2015). Coustomer perceptions of e service quality in online shopping. International Journal of Retail and Distribution management, Vol.33, No.2/3, pp.161 Majdi, Nima; Jamal Shaygan and Hossam Zarouj, 2017, the relationship between effective management and organizational communication with the organizational dynamics of sports experts of the Ministry of Sports and Youth, the second national conference on the achievements of Ahvaz sports and health sciences, Ahvaz, Ahvaz University of Medical Sciences. (Persian). Meshaikhi, Alineghi (2016), Systems Dynamics - Systemic Perspective, Ariana Qalam Publications. (Persian). Moradi Mohsen, (2013) "Designing and explaining the customer loyalty model in the insurance industry (case study: Entrepreneur Insurance Company)", Industrial Management Quarterly, Faculty of Humanities, Islamic Azad University, Sanandaj Branch, No. 14, pp. 121-130. (Persian). Mohsen Moradi, (2011). Designing and Explaining the Customer Loyalty Model in Insurance Industry (Case Study: Karafarin Insurance Company), Journal of Strategic Management in Industrial Systems, 5(14), 121 Noorian, Abbas, Bakhtaei, Amir, (2012), "Knowledge of organizational culture based on Denison's model", 4th international management conference. (Persian). 27. Rundle Thiele, S. H. (2015). Exploring loyal qualities assessing survey besed loyalty measures. Journal of Services Marketing, Vol.19, No.7, pp.492 Santos, M. A. (2019). Integrated Marketing Communications, Strategies, and Tactical Operations in Sports Organizations. Shukri Fashtali, A (2014) Optimum investment for the dynamic management of the insurer's risk, Insurance Industry Quarterly, scientific, technical and economic quarterly with a scientificpromotional rating, 21, number 4 (Persian). Strauss, J. (2016). E-marketing. Routledge. Tarighi Rasool, Mehrzad Hamidi, Rajabi Hossein, Identification of factors affecting the development of university sports marketing in Iran, Sports Management Quarterly, 8(40), 113-130 (Persian). Venus Davar, Zahori Bahare, (2013), "Investigation of the effect of related value dimensions on customer loyalty to the mobile phone brand", Business Management, Volume 3, Number 8, pp. 149-172. (Persian). | ||
|
آمار تعداد مشاهده مقاله: 1,336 تعداد دریافت فایل اصل مقاله: 916 |
||
