Sports Marketing with Emphasis on the Role of the Internet
Journal Title: International Research Journal of Applied and Basic Sciences - Year 2016, Vol 10, Issue 6
Abstract
Today the Internet has brought huge impacts on all aspects of marketing and management, and innovation in these technologies is to the extent that they must have great flexibility to deal with those companies and organizations so that they can take advantage of the unique capabilities of the new technology. This study was performed to evaluate the Internet’s impact on sports marketing and its internal dimensions. The research was a descriptive-analytic study. The study population consisted of the graduate students of sport management in Khorasan Razavi province (124 people who were used as the statistical sample using the census sampling method. The research instrument consisted of a standard questionnaire designed by Qazi Saeedi et al. about the impact of the Internet on marketing (2007), which its validity and reliability was confirmed by Cronbach's alpha (0.89). The descriptive and inferential statistics (independent-samples t-test, Mann-Whitney test and Friedman test) was used for data analysis. Our findings indicate the role of the Internet on sports marketing and its dimensions. The results showed that the Internet has the most important role in the dimensions of “the changes in the conceptualization of sports marketing activities” and the least role in the dimension of “the creation of new values in sports marketing”. However, no difference was observed between the perspectives of men and women participating in the study. Considering the role of the Internet in the promotion of sports marketing, sports organizations have nowadays to consider the importance of the Internet and its use in the strategic planning process of marketing and its dimensions (including market research, pricing).
Authors and Affiliations
M. Khorsandi Fard| Ph. D. Student, Islamic Azad University Mashhad Branch, Mashhad, Iran, email: m.khorsandi1990@yahoo.com, H. Peymanizad| Department of Phsical Education and Sport Science, Islamic Azad University, Mashhad Branch, Mashhad, Iran
Keywords
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