year 5, Issue 2 (Summer 2017)                   Ann. Appl. Sport Sci 2017, 5(2): 87-96 | Back to browse issues page

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Tarighi R, Sajjadi S N, Hamidi M, Khabiri M. Factors Affecting the Development of the Electronic Marketing Capacity of Professional Sports Federations. Ann. Appl. Sport Sci. 2017; 5 (2) :87-96
1- Department of Sport Management, Faculty of Sport Sciences, University of Tehran, Tehran, Iran ,
2- Department of Sport Management, Faculty of Sport Sciences, University of Tehran, Tehran, Iran
Abstract:   (4355 Views)
Background. Information and communication Technology, allows institutions and organizations that doing their business activities and exchanges, with high speed and flexibility. In fact, electronic-commerce has created a massive revolution in Business style and global trading.
Objectives. The goal of this study was identifying of Effective Factors on Development of the Electronic Marketing Capacity of Professional Sport Federations of Iran.
Methods. Methodology of This study is mixed. A questionnaire, which made by the researcher, based on Likert 5 option scale, and its validity is confirmed by professionals and professors; moreover, its reliability is examined by Cronbach’s alpha test (0.843). Statistics sample consist, which involve Faculty members of Marketing Management field (20 peoples) and Faculty members of Sport Management (60 people) field. Sampling method is non-random, available and purposeful. Partial least squares regression test and Fuzzy Analytic Hierarchy Process for factors Ranking are used in inferential statistics.
Results. The Results Showed that factor’s include, Management Factors, knowledge Management, Customer Relationship Management, Strategies, Environmental and Competitive Factors, Website features, Organizational Culture, Supply Chain Management, Brand Factors and resources, with significant Priorities respectively, were effective factor’s on Electronic marketing capability of Professional Sport Iran. Also, The Results of Fuzzy Analytic Hierarchy Process Showed that factor’s include, Management Factors, resources, knowledge Management, Environmental and Competitive Factors, Organizational Culture, Strategies, Supply Chain Management, Customer Relationship Management, Brand Factors and Website features were In the first place to tenth.
Conclusion. According to the results, from Interview with experts in the field of study, It seems that managers of professional sports federations should Pay more attention to identified factors of electronic marketing development that Which ranked respectively had the highest impact factor (Such as management factors, resources and knowledge management).
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  • The use of new marketing tools will allow professional sports federations to spend less on costs, carry out activities related to the development of technology infrastructure and establish more effective communication with their staff, market, suppliers, and customers through the site and electronic devices.
  • The use of electronic marketing technologies will increase the income generation of professional sports federations significantly and this will reduce their dependence on the general funds supplied by the government.
  • Performing e-marketing activities in professional sports federations will create a culture of using the Internet and a positive culture in the use of e-services in the sports industry; it will also improve the specific brand value and brand image of the mentioned federations.

Type of Study: Original Article | Subject: Sport Management and its related branches
Received: 2017/05/29 | Accepted: 2017/07/19 | Published: 2017/09/3

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