Document Type : Research Paper
Authors
1 Assistant Professor at Kharazmi University
2 sport management Department, Mazandaran University
3 sport management department, Tabriz University
Abstract
Introduction: The aim of this study was to examine the impact of entrepreneurial marketing on the relationship between social responsibility and competitive performance of sports clubs during the COVID-19 pandemic.
Method: The current research was descriptive and applied in terms of purpose. The statistical population included managers of sports clubs in Yazd. Data collection tools were entrepreneurial marketing questionnaire(Fiore et al, 2013), social responsibility questionnaire (Lechuga,2012), and competitive performance questionnaire (Marin et al,2012). Structural equation modeling was used to test the research model.
Results: The results of the analysis showed that the effect of social responsibility on the competitive performance of sports clubs is not significant. On the other hand, social responsibility has a positive and significant effect on entrepreneurial marketing and entrepreneurial marketing has a positive and significant effect on the competitive performance of sports clubs. Also, the findings showed that entrepreneurial marketing has a significant mediating role in the causal relationship between social responsibility and competitive performance.
Conclusion: According to the results of the research, it is suggested that club managers help improve the performance of their sports clubs by developing codified and clear rules of ethical marketing in which both the rights of customers are taken into account and the scope of authority is determined. Also, paying attention to technological capabilities in the field of electronic marketing and adopting customer-oriented marketing strategies in the virtual space during a crisis can lead to a special competitive advantage for sports clubs.
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