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تحلیل عوامل مؤثر بر عملکرد بازاریابی دیجیتال در باشگاههای ورزشی | ||
| فصلنامه علمی پژوهشهای کاربردی در مدیریت ورزشی | ||
| دوره 11، شماره 4 - 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 | ||
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| مراجع | ||
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