Presenting an Electronic Marketing Model in the Production Sector of Iran's Sports Industry

Subject Areas : Sport Sciences Quarterly

mostafa fallahi ¹ , mehdi kohandel ² , seyedneamat khalilfeh ³ , Mahvash Noorbakhsh ⁴

1 - Lecturer
2 - دانشیار مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران
3 - استادیار مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران
4 - Professor of Department of Sport Management, Karaj Branch, Islamic Azad University, Karaj, Iran

Received: 2023-08-19 Accepted : 2023-08-19 Published : 2023-03-21

Keywords: Iran, Industry, production, Sports, Electronic Marketing,

Abstract :

The purpose of this study is to present an electronic marketing model in the production sector of Iran's sports industry. The method of the present research is mixed (qualitative-quantitative) and structural equations, based on the present time, in terms of applied purpose and in terms of collecting field information. The statistical community in the quality sector includes experts who specialize in sports marketing and have a history of management in sports equipment manufacturing companies. Also, in a small part, including all the managers of companies producing sports equipment in Iran, according to the statistics announced through the official website of the Ministry of Industry, Mines and Trade, there are 255 people (236 men and 19 women). Due to the limited statistical population, the statistical sample was selected by the total number method, with the difference that only 238 healthy questionnaires were returned by the managers and the final number of the statistical sample is 238 people (223 males and 15 females). The data collection tool was a semi-structured interview in the qualitative part of the interview. The results of this interview were designed in the form of a questionnaire with 4 main factors. For construct validity (exploratory and confirmatory factor analysis), Cronbach's alpha was used for reliability. The results of the final model were approved in 4 factors: technology, promotion, possibility of ordering online and answering customers' questions. Therefore, it is suggested that managers in their manufacturing companies use technology to update the company and provide conditions in e-marketing to make better use of this space to better promote. Also, the field of holding training courses for employees on responding and dealing appropriately with customers should be foreseen, and in order to receive orders, hold a course to familiarize employees to receive orders.