تأثیر بازاریابی دیجیتال بر توان رقابتی کسب‌وکارهای ورزشی: از طریق هوشمندی رقابتی و کارآفرینی

نویسندگان

1 کارشناسی ارشد مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه گیلان، ایران.

2 استاد مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه گیلان، ایران.

3 دانشیار مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه گیلان، ایران

4 دانشجوی دکتری مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه گیلان، ایران.

چکیده
هدف پژوهش حاضر بررسی تأثیر بازاریابی دیجیتال بر توان رقابتی کسب‌وکارهای ورزشی از طریق هوشمندی رقابتی و کارآفرینی بود. این پژوهش از نظر نوع توصیفی-همبستگی، از نظر هدف کاربردی و از نظر روش اجرا میدانی بود. جامعه آماری پژوهش حاضر کلیه مدیران و مربیان باشگاه‌های ورزشی شهر رشت بودند. برای تعیین حداقل نمونه لازم از روشی که توسط بارکلای و همکاران (1995)، جهت تعیین حداقل نمونه در مدل‌سازی معادلات ساختاری ارائه شده است، استفاده گردید. برای تعمیم نمونه به جامعه پژوهش، 220 پرسش‌نامه در میان مدیران و مربیان باشگاه‌های ورزشی شهر رشت توزیع و 196 پرسش‌نامه تجزیه‌وتحلیل شد. نتایج نشان داد که بازاریابی دیجیتال به ترتیب بر توان رقابتی، هوشمندی رقابتی و کارآفرینی اثر مثبت و معنی‌داری داشت. هوشمندی رقابتی بر توان رقابتی و کارآفرینی و همچنین کارآفرینی نیز بر توان رقابتی اثر مثبت و معنی‌داری داشتند. باتوجه‌به یافته‌های پژوهش، مدیران باشگاه‌ها می‌توانند به‌منظور افزایش مشتریان، افزایش سوددهی و بهره‌وری باشگاه، از اثرات مثبت بازاریابی دیجیتال در کنار استفاده از مزیت‌های هوشمندی رقابتی و کارآفرینی برای افزایش توان رقابتی کسب‌وکارشان استفاده کنند.

کلیدواژه‌ها


عنوان مقاله English

The Impact of Digital Marketing on the Competitiveness of Sports Businesses: Through Competitive Intelligence and Entrepreneurship

نویسندگان English

Mohadese Naeimi 1
MerAli Hematinejad 2
noshin benar 3
fatemeh saeedi 4
1 M.a in Sports Management, Faculty of Physical Education and Sport Sciences, University of Guilan, Rasht, Iran.
2 Professor of Sports Management, Faculty of Physical Education and Sport Sciences, University of Guilan, Rasht, Iran.
3 Associate Professor of Sports Management, Faculty of Physical Education and Sport Sciences, University of Guilan, Rasht, Iran.
4 Ph.D. student in Sports Management, Faculty of Physical Education and Sport Sciences, University of Guilan, Rasht, Iran.
چکیده English

This research aimed to investigate the impact of digital marketing on the competitiveness of sports businesses through competitive intelligence and entrepreneurship. The research was descriptive-correlational in terms of type, applied in terms of purpose, and field-based in terms of implementation method. The statistical population of the present study was all managers and coaches of sports clubs in Rasht. To determine the minimum sample size, the method proposed by Barclay et al. (1995) for determining the minimum sample size in structural equation modeling was used. To generalize the sample to the research community, 220 questionnaires were distributed among managers and coaches of sports clubs in Rasht, and 196 questionnaires were analyzed. The results showed that digital marketing directly and significantly positively affected competitiveness, competitive intelligence, and entrepreneurship. Competitive intelligence had a direct and significant positive effect on competitiveness and entrepreneurship, and entrepreneurship also had a direct and significant positive effect on competitiveness. Based on the findings of the research, club managers can use the positive effects of digital marketing along with the advantages of competitive intelligence and entrepreneurship to increase the competitiveness of their business increase customers, and increase profitability and productivity of the club.

کلیدواژه‌ها English

Digital Marketing
Sports Clubs
Competitive Power
Entrepreneurship
Competitive Intelligence
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