نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت ورزشی، دانشگاه فردوسی مشهد، ایران
2 عضو هیئت علمی دانشگاه فردوسی مشهد
3 علوم انسانی، تربیت بدنی و علوم ورزشی، دانشگاه فردوسی مشهد
چکیده
امروزه رسانه‌های اجتماعی به‌عنوان یک کانال ارتباطی برای تعامل جهانی می‌باشند. رسانه‌های اجتماعی کسب‌وکارهای ورزشی را قادر می‌سازند مشتریان را در سطح عمیق‌تری بشناسند و مشتریان نیز احساس ارزشمندی بیشتری را کسب نمایند. در همین راستا پژوهش حاضر باهدف شناسایی مهم‌ترین عوامل کلیدی و پیشران‌های مؤثر بر توسعه بازاریابی دیجیتال محصولات ورزشی با رویکرد آینده‌پژوهی انجام گردید. با استفاده از روش آمیخته و مصاحبه نیمه ساختاریافته با 28 نفر از خبرگان حوزه بازاریابی دیجیتال که به‌صورت نمونه‌گیری گلوله برفی انتخاب‌شده بودند مجموعاً 128 مؤلفه مرتبط جمع‌آوری و با تشکیل پانل خبرگان، 26 مؤلفه به‌عنوان مؤلفه‌های اثرگذار احصاء و ورودی تکنیک دلفی این مطالعه فراهم گردید. پس از اجرای سه راند دلفی 15 عامل دارای متوسط اهمیت و عدم قطعیت بالاتر به‌عنوان عوامل کلیدی شناسایی شدند با استفاده از نرم‌افزار میک مک نقشه تأثیرگذاری و تأثیرپذیری میان عوامل و شدت روابط آن‌ها تبیین و به پانل خبرگان پژوهش ارجاع داده شد و پیشران‌های آینده توسعه بازاریابی دیجیتال محصولات ورزشی، تعیین شدند. بر مبنای یافته‌ها، پنج عامل کلیدی به‌عنوان متغیرهای دووجهی ریسک و هدف؛ چهار عامل کلیدی به‌عنوان متغیرهای تأثیرپذیر؛ چهار متغیر به‌عنوان متغیرهای تأثیرگذار؛ و درنهایت دو عامل کلیدی به‌عنوان متغیرهای بی‌تأثیر و مستقل شناسایی شدند. پیشنهاد می‌شود متولیان ورزش در سطوح کلان مدیریتی در راستای نتایج این پژوهش، بستر و فرهنگ مناسب جهت توسعه بازاریابی دیجیتال محصولات ورزشی را آماده نموده و جذابیت و تنوع اشتغال آفرینی در صنعت ورزش را به مخاطبین آن هدیه نمایند.
کلیدواژه‌ها
عنوان مقاله [English]
Identifying the key factors and drivers of digital marketing development of sport products in Iran
نویسندگان [English]
- adel Rahmanpour 1
- Mahdi Talebpour 2
- Seyed Majid Hosseini 3
1 Ph.D. Student in Sport Management, Ferdowsi University of Mashhad, Iran
2 Professor of Sport Management, Ferdowsi University of Mashhad
3 Humanities, Physical Education and Sports Sciences, Ferdowsi University of Mashhad
چکیده [English]
. In this regard, the present study was conducted with the purpose of identifying the most important key factors and drivers affecting the development of digital marketing of sport products with a futures research approach. A total of 128 related components were collected using mixed-method and semi-structured interviews with 28 experts in the field of digital marketing who were selected by snowball sampling. With the formation of the panel of experts, 26 components were provided as effective components of statistics and input of the Delphi technique of this study.After performing three Delphi rounds, 15 factors of medium importance and higher uncertainty were identified as key factors. Using Mick Mac software, the effect and effectiveness map between the factors and the intensity of their relationships were explained.And was referred to the panel of research experts And the future impetus for the development of digital marketing of sport products was identified.Based on the findings, Five key factors as two-way variables of risk and purpose; Four key factors as influential variables; Four variables as influential variables; Finally, two key factors were identified as ineffective and independent variables.It is suggested that sports trustees at senior management levels in line with the results of this study, Prepare a suitable platform and culture for the development of digital marketing of sport products and present the attractiveness and diversity of job creation in the sports industry to its audience.
کلیدواژه‌ها [English]
- Digital Marketing
- Social Networks
- Future Research
- Sport Business
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