The effect of digital business strategy on the marketing effectiveness of Iraqi professional sports clubs
Oral Presentation
Paper ID : 1567-SSRC
Authors
1دانشگاه آزاد تهران جنوب، دانشکده تربیت بدنی ، گروه مدیریت ورزشی
2دانشگاه آزاد اسلامی اصفهان خوراسگان
Abstract
Abstract
Purpose:The purpose of this research was to investigate the effect of digital business strategy on the marketing effectiveness of professional sports clubs in Iraq.
Methodology: This research is descriptive-survey in terms of practical purpose and in terms of working method. In terms of data collection, it is little. The statistical population of this research is the sports experts of professional clubs in the central, southern and northern cities of Iraq. To determine the sample, the random cluster method and the structural sampling method were used in G*Power software, and it was estimated that there were 384 people with a confidence level of 99%. The data collection tool was a standard questionnaire. In order to test the research hypotheses, multivariate regression and path analysis were used in Excel, SPSS and Amos statistical software.
Results: Based on the results of path analysis, the standardized direct effect of digital business strategy on the marketing effectiveness of professional sports clubs is (0.858). Therefore, based on the obtained results, it can be acknowledged that the four factors of digital business strategy, including digital marketing planning, presence in social networks, customer orientation and digital marketing performance, have a positive and significant effect on the effectiveness of sports clubs' marketing.
Conclusion: Therefore, in order to survive in today's economic conditions and the prevailing competitive environment, sports clubs should be able to make their marketing departments more active by applying digital business strategies to various aspects of earning strategies, so that they can focus on the customer, the target market. and increase their marketing capabilities, their financial resources in this economic situation and perform better.
Purpose:The purpose of this research was to investigate the effect of digital business strategy on the marketing effectiveness of professional sports clubs in Iraq.
Methodology: This research is descriptive-survey in terms of practical purpose and in terms of working method. In terms of data collection, it is little. The statistical population of this research is the sports experts of professional clubs in the central, southern and northern cities of Iraq. To determine the sample, the random cluster method and the structural sampling method were used in G*Power software, and it was estimated that there were 384 people with a confidence level of 99%. The data collection tool was a standard questionnaire. In order to test the research hypotheses, multivariate regression and path analysis were used in Excel, SPSS and Amos statistical software.
Results: Based on the results of path analysis, the standardized direct effect of digital business strategy on the marketing effectiveness of professional sports clubs is (0.858). Therefore, based on the obtained results, it can be acknowledged that the four factors of digital business strategy, including digital marketing planning, presence in social networks, customer orientation and digital marketing performance, have a positive and significant effect on the effectiveness of sports clubs' marketing.
Conclusion: Therefore, in order to survive in today's economic conditions and the prevailing competitive environment, sports clubs should be able to make their marketing departments more active by applying digital business strategies to various aspects of earning strategies, so that they can focus on the customer, the target market. and increase their marketing capabilities, their financial resources in this economic situation and perform better.
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