دوره 14، شماره 27 - ( 6-1403 )
جلد 14 شماره 27 صفحات 114-86 |
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Naeimi M, Hematinejad M, benar N, saeedi F. The Impact of Digital Marketing on the Competitiveness of Sports Businesses: Through Competitive Intelligence and Entrepreneurship. JRSM 2024; 14 (27) :86-114
URL: http://jrsm.khu.ac.ir/article-1-3186-fa.html
URL: http://jrsm.khu.ac.ir/article-1-3186-fa.html
نعیمی محدثه، همتی نژاد مهرعلی، بنار نوشین، سعیدی فاطمه. تأثیر بازاریابی دیجیتال بر توان رقابتی کسب‌وکارهای ورزشی: از طریق هوشمندی رقابتی و کارآفرینی. پژوهش در مدیریت ورزشی و رفتار حرکتی. 1403; 14 (27) :86-114
محدثه نعیمی 
1، مهرعلی همتی نژاد2 ، نوشین بنار3 ، فاطمه سعیدی4
1، مهرعلی همتی نژاد2 ، نوشین بنار3 ، فاطمه سعیدی4
1- کارشناسی ارشد مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه گیلان، ایران. ، mohadesenaeimi1995@gmail.com
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.
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: (5529 مشاهده)
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.
نوع مطالعه: پژوهشي |
موضوع مقاله:
مدیریت ورزشی
دریافت: 1402/4/9 | پذیرش: 1402/12/7 | انتشار الکترونیک پیش از انتشار نهایی: 1401/12/7 | انتشار: 1403/6/10
دریافت: 1402/4/9 | پذیرش: 1402/12/7 | انتشار الکترونیک پیش از انتشار نهایی: 1401/12/7 | انتشار: 1403/6/10
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