Document Type : Original Article
Authors
1
Masoumeh Ghaleh Noei, PhD Student in Sports Management, Marketing Orientation, Azad University, North Tehran Branch, Tehran, Iran
2
Full Professor of Physical Education and Sports Science, Sports Management, Azad University, Research Sciences Branch, Tehran, Iran
3
Abolfazl Farahani, Full Professor of Physical Education and Sports Science, Sports Management, Payame Noor University, Tehran, Iran
4
Hamidreza Talaei, Assistant Professor, Department of Industrial Management, Faculty of Administrative Sciences and Economics, Arak University, Arak, Iran
5
Reza Nikbakhsh, Associate Professor of Physical Education and Sports Science, Sports Management, Azad University, South Tehran Branch, Tehran, Iran
10.30510/psi.2022.348410.3622
Abstract
This research by researching and interviewing experts, economists, faculty members (sports marketing, industrial management with world-class production orientation) and managers in the field of sports to develop a qualitative model of economic development of Iran's sports industry. The research is mixed (qualitative-quantitative). First, the qualitative method was used to collect variables in the real context through interviews, and then the required analyzes were performed quantitatively. In the management of sports marketing on social media, statistical analysis of this research was performed at two levels. At the qualitative level, the grand theory method was used, and at the quantitative level, the analysis was performed using the structural equation modeling method. The results can be said that there is a positive and significant relationship between the 10 main factors and 54 sub-factors and digital marketing and these results show that by increasing each of the identified factors and its sub-factors can be expected to the amount of marketing obtained. Digital in companies to promote or in other words identifying factors and sub-factors for implementing digital marketing should be considered by companies in order to ensure the applicability of the model. Also, for the suitability of the model, good tests were used, which based on the results can be said that the model has a good fit.
Keywords
)