Document Type : Original Article
Authors
1
PhD Student, Department of Sport Management, Shoushtar Branch, Islamic Azad University, Shoushtar, Iran
2
Assistant Professor. Yadegar Imam Branch, , Islamic Azad University , Ray City, Tehran, Iran.
3
Assistant Professor, Department of Sport Management, ShoushtarBranch, Islamic Azad University, Shoushtar, Iran.
4
Assistant Professor, Department of sport management, sport sciences research institute, Tehran, Iran.
10.22034/spmi.2023.191102
Abstract
The purpose of this study was to explain the quantitative pattern of digital marketing development in the Iranian Football Federation. The present study was applied in terms of purpose and quantitative in terms of structural equation modeling (SEM) research. The statistical population consisted of all staff, middle and operational managers of the Football Federation, all experts, including people who are aristocratic and knowledgeable in the field of football marketing, were selected by available sampling method to complete the necessary data. The tools of this research were made by the researcher and were compiled in 5 Likert values. In order to analyze the data at the level of inferential statistics, Kalmogorov-Smirnov test (K-S), Friedman test and Varimax rotation heuristic analysis test were used using SPSS ver 22 software. Also, to evaluate the validity of the structure, confirmatory factor analysis test and structural equation model test by partial least squares (PLS) method were used using Smart PLS 2 (beta) software. The results showed that the coefficients of determination obtained for the main model are generally acceptable (above 0.67). Also, according to the results, among the causal factors of communication requirements (0.926), underlying factors, software dimensions (0.860) and intervening factors, addressing issues related to digital marketing (0.919), the highest factor load. Had. The results also showed that the consequences of digital marketing in the football federation is the improvement of communication and interactions of the federation (0.883) and finally the value of the goodness of fit index for the whole model was calculated to be 0.444 which shows the overall fit of the model. It is acceptable. Since communication requirements are one of the most important factors in digital marketing. Therefore, in order to maintain communication and maintain their customer base, the managers of sports organizations must completely reconsider their marketing strategies.
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