Sport Management Studies

Identifying the key factors and drivers of digital marketing development of sport products in Iran

Document Type : Research Paper

Authors

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

Abstract
. 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.

Keywords

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Sport Management Studies
Volume 15, Issue 81
November and December 2023
Pages 93-120

  • Receive Date 17 February 2022
  • Revise Date 07 August 2022
  • Accept Date 16 August 2022

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