Interpretive structural model of e-marketing in Iranian sports

Subject Areas : Innovation in Sports Management

Negin Roufegari nejad ^{1 *} , Abolfazl Farahani ² , Ali Asghar Doroudian ³

1 - PhD student, Department of Sports Management, North Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Professor, Department of Sports Management, Payam Noor University, Tehran, Iran
3 - Assistant Professor of Sports Management, North Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2024-02-09 Accepted : 2024-05-27 Published : 2025-01-07

Keywords: Development pattern, marketing, e-marketing, sports.,

Abstract :

Objective: The rapid development of technology, which began many years ago and continues today, has led to its widespread expansion in various dimensions of society and further prosperity in the sports industry. This study was conducted to develop an interpretive structural model of e-marketing in Iranian sports.

Methodology: The research method is descriptive-survey. The statistical population of the study included all managers, professors and experts familiar with e-commerce and sports marketing with at least 3 years of experimental or study experience. 384 people were selected as a sample by relative random sampling. A researcher-made questionnaire was used to collect information after confirming face validity, content validity, construct validity and reliability. After collecting the data, the data were analyzed using Spss software version 26 and Micmac.

Results: Based on the results of political, economic, social, cultural, technical, managerial and organizational and legal factors are the factors affecting the development of e-marketing in Iranian sports and based on the interpretive structural model obtained at 3 levels can lead to the development of e-marketing in Iranian sports. To be.

Conclusion: It seems that ignoring these factors, especially the cultural and social factor, has led to the lack of development of e-marketing in Iranian sports.

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