Implementation of digital marketing system analysis in the handball premier league clubs
Poster Presentation
Paper ID : 1192-SSRC
Authors
1دانشگاه گیلان
2دانشیار دانشگاه گیلان
Abstract
The purpose of the present research was to analyze the platform of digital marketing in the professional handball league (the study of the country's premier league). The statistical population of this research was made up of managers and marketing experts of the federation, clubs, provincial boards and sports marketing experts. The sample size was determined according to the strategic analysis methods, and the number of sampling population was (217) people. The research tool was a researcher-made questionnaire with 52 questions on a 7-value scale. The components of the research include (4) parts: readiness and capacity (4 dimensions), obstacles and challenges (4 dimensions), strategies and solutions (4 dimensions) and results and consequences (4 dimensions). The content validity of the questionnaire was evaluated and confirmed by (8) of the experts. Then its reliability was checked using Cronbach's alpha method (0.991). Based on the results obtained, to apply digital marketing in the premier league of handball, and based on the following priorities, following steps should be taken and to achieve the desired results, structuring, removing obstacles, and pursuing strategies should be started. In terms of readiness and capacity of digital marketing, the greatest weakness is related to the dimension of readiness and managerial and executive capacity, hence, it takes the first priority at the beginning of structuring. In terms of obstacles and challenges, the dimension of individual obstacles and challenges and Behavior has the first priority in the beginning to remove obstacles and challenges. In terms of strategies and solutions, from the point of view of the statistical society, the dimension of strategies and solutions for facilities and systems has more advantages and is placed as the first priority. In the subject of results and consequences, managerial and executive results and consequences has a higher response average, so it is placed as the first priority.
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