Volume 14, Issue 27 (8-2024)
JRSM 2024, 14(27): 86-114 |
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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-en.html
URL: http://jrsm.khu.ac.ir/article-1-3186-en.html
1- M.a in Sports Management, Faculty of Physical Education and Sport Sciences, University of Guilan, Rasht, Iran. , mohadesenaeimi1995@gmail.com
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.
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.
Abstract: (4792 Views)
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.
Keywords: Digital marketing, Sports Clubs, Competitive Power, Entrepreneurship, Competitive Intelligence
Type of Study: Research |
Subject:
sport management
Received: 2023/06/30 | Accepted: 2024/02/26 | ePublished ahead of print: 2023/02/26 | Published: 2024/08/31
Received: 2023/06/30 | Accepted: 2024/02/26 | ePublished ahead of print: 2023/02/26 | Published: 2024/08/31
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