Preparation Of Electronic Marketing Implementation Model In The Field Of Sports Marketing

Subject Areas : business management

salman farsi ¹ , hamid reza saybani ² , mehdi savadi ³

1 - Department of Sport Management, Qeshm Branch, Islamic Azad Universiy, Qeshm, iran.
2 - Department of Sport Management, Qeshm Branch, Islamic Azad Universiy, Qeshm, iran.
3 - Department of Sport Management, Qeshm Branch, Islamic Azad Universiy, Qeshm, iran.

Received: 2020-09-26 Accepted : 2020-12-06 Published : 2021-03-21

Keywords: product design, E-Services, Social networks, marketing communications,

Abstract :

This study was performed on the structural equation of factors affecting e-marketing in the prevailing environment in the field of sports business. The statistical population is the physical education faculty members of Islamic Azad universities, which numbered 1000 people. Sampling using Morgan table and using cluster random sampling method to clusters of north, south, east, west, center for units University and professors were sampled randomly. The statistical sample size was 252 people. For the model, a researcher-made questionnaire was prepared that includes 55 items and components of social networks. Product design. Electronic services. Marketing communications, value chain and knowledge sharing. Its validity was confirmed by confirmatory and exploratory factor analysis and its reliability was confirmed by Cronbach's alpha of 0.91. The questionnaire was given to 252 physical education teachers across the country. Data were analyzed by SPSS21 and AMOS software. The results for the structural equation model showed that path coefficients for social networks, product design, e-services, marketing communications, value chain and knowledge sharing were 0.79, 0.76, 0.57, 0.72, 71, respectively. 0 and 0.73. The results obtained social networks have the highest share and electronic services have the lowest share in this model.