Document Type : Research Paper
Authors
1 Department of Physical Education and Sports Sciences, Payam Noor University, Tehran, Iran.
2 گروه مدیریت ورزشی، دانشگاه پیام نور، تهران، ایران.
3 Department of Sports Management, Payam Noor University, Tehran, Iran.
Abstract
Introduction: The purpose of this research was to design a model of Integrated Marketing Communication (IMC) tools for wrestling of Iran.
Methods: The statistical population of the qualitative part included 14 wrestling experts, who were selected by snowball method and at the limit of theoretical saturation, and in the quantitative part, the statistical population included 160 officials, athletes and coaches, sports experts and members of the media in the field of wrestling. Convenience sampling was used. The factors extracted from the combination of library sources and interviews with experts included 38 components. Construct validity was done by confirmatory factor analysis. The reliability of the questionnaire was calculated and verified using Cronbach's alpha coefficient. To analyze the data confirmatory factor analysis was used.
Results: According to the research findings, a model with 5 dimensions consisting of 38 items was designed, among which the highest factor loads were in order of priority, advertising tools (0.72), public relations tools (0.71), sales promotion tools (0.67) are direct marketing tools (0.59) and personal sales tools (0.56).
Conclusion: Therefore, the results of this study present a comprehensive and comprehensive model that as a comprehensive framework to improve advertising with the model of integrated marketing communication tools (IMC) in the sport of wrestling puts Iran in front of sport and wrestling managers who can be up to a high percentage. It promotes wrestling, attracts spectators, attracts the support of sponsors, and ultimately increases revenue.
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