شناسایی راهکارهای توسعه بازاریابی دیجیتال در فدراسیون فوتبال ایران

ممبینی, هدایت; علم, شهرام; هژبرنیا, زهرا; رسولی, مهدی

doi:10.22059/jsm.2021.308100.2552

نوع مقاله : مقاله پژوهشی

نویسندگان

¹ گروه مدیریت ورزشی، واحد شوشتر، دانشگاه آزاد اسلامی، شوشتر، ایران

² گروه مدیریت ورزشی، واحد شهر ری، دانشگاه آزاد اسلامی، تهران، ایران

³ گروه مدیریت ورزشی، پژوهشگاه تربیت بدنی و علوم ورزشی وزارت علوم، تحقیقات و فناوری، تهران، ایران

https://doi.org/10.22059/jsm.2021.308100.2552

چکیده

مقدمه: هدف از تحقیق حاضر، شناسایی راهکارهای مؤثر بر پیاده‌سازی بازاریابی دیجیتال در فدراسیون فوتبال ایران بود.
روش پژوهش: این تحقیق با شیوۀ کیفی انجام شد که از لحاظ هدف کاربردی و با ماهیت اکتشافی بود. نمونه‌گیری از نوع نمونه‌گیری نظری بود. مصاحبه‌شونده‌ها شامل مدیران و متخصصان اجرایی در سطوح عالی باشگاه‌های فوتبال لیگ برتر خلیج‌فارس، سازمان لیگ، فدراسیون فوتبال و اتحادیۀ فوتبال، متخصصان فناوری اطلاعات و به‌ویژه صاحب‌نظران بازاریابی دیجیتال و استادان دانشگاهی بودند. نمونه‌گیری به‌صورت هدفمند انجام گرفت و با 18 مصاحبه، اشباع نظری صورت گرفت.
یافته ها: در مجموع، 104 مفهوم به‌دست آمد که در 13 مقوله و ۶ مقولۀ اصلی دسته‌بندی شدند. این مفاهیم شامل تحقیقاتی و آموزشی، نظارتی، منابع، هدف‌گذاری و قانونگذاری، ارتباطات و راهکارهای اجرایی بود.
نتیجه گیری: با توجه به نتایج تحقیق، موفقیت در بازاریابی دیجیتال در فدراسیون مستلزم داشتن تیم متخصص و مجرب، اتخاذ راهبرد‌های بازاریابی و همچنین وجود زیرساخت‌ها و سیستم‌های بازاریابی نیز است. افزون‌بر این مدیران فدراسیون می‌توانند با هدف‌گذاری دقیق و مدیریت صحیح، استخدام نیروی کار خبره به رشد و توسعۀ بازاریابی دیجیتال کمک کنند.

کلیدواژه‌ها

عنوان مقاله [English]

Identifying solutions for the development of digital marketing in the Iranian Football Federation

نویسندگان [English]

Hedayat Mombini ¹
Shahram Alam ²
Zahra Hojabrnia ¹
Mehdy Rasooli ³

¹ Department of Sport Management, Shuoshtar Branch, Islamic Azad University, Shuoshtar, Iran

² , Department of Sport Management, Rey City Branch, Islamic Azad University, Tehran, Iran

³ Department of Sport Management, Institute of Physical Education and Sports Sciences, Ministry of Science, Research and Technology, Tehran, Iran.

چکیده [English]

Introduction: The purpose of this research was to identify the effective solutions for the implementation of digital marketing in the Iranian Football Federation.
Methods: This research was conducted with a qualitative method, which was applied in terms of purpose and exploratory in nature. The sampling was theoretical. The interviewees included managers and executive experts at the highest levels of Persian Gulf Premier League football clubs, league organizations, football federations, and football unions, information technology specialists, and especially digital marketing experts and university professors. Sampling was performed purposefully and with 18 interviews, theoretical saturation was reached.
Results: In total, 104 concepts were obtained then they were classified into 13 categories and 6 main categories. These concepts included research and education, oversight, resources, targeting and legislation, communications, and executive solutions.
Conclusion: According to the research results, success in digital marketing in the federation requires having a specialized and experienced team, adopting marketing strategies, as well as the existence of marketing infrastructure and systems. In addition, federation managers can help the growth and development of digital marketing by accurately targeting and managing, hiring a skilled workforceThe purpose of this study was to identify the strategies affecting the implementation of digital marketing in the Iranian Football Federation. This research did by qualitative way and thematic analysis, which was applied and exploratory. The population of the study included executives and executives at senior levels of the Premier League football clubs, the League Organization, the Football Federation and the Football League, IT specialists, and in particular digital marketing experts and academics.
r digital marketing experts and academics.
experts and academics.
r digital marketing experts and

کلیدواژه‌ها [English]

Digital Marketing
communication development
the Football industry

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