Identifying the affecting factors on the Internet marketing mix development for sport organizations of Iran
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Paper ID : 1818-12THCONG
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Authors
1Assistant Professor of Sports Management, Adib Mazandaran Institute of Higher Education
2Master of Sports Management, Adib Mazandaran Institute of Higher Education
Abstract
Background & Goal: In recent years, information and communication technology in cyberspace has had significant effects and changes on the economic and social life of individuals, One of these technologies is the Internet. Also, one of the areas of marketing that has been strongly influenced by the Internet is the marketing mix consept. Therefore, the purpose of this study is identifying the affecting factors on the Internet marketing mix development for sport organizations of Iran.

Methodology: The research method is correlation and is practical in terms of purpose. The statistical population of this study included 120 faculty members of sport management from universities across the country, experts in the field of marketing and aware to sport marketing. Due to limitations, Statistical sample was Equal to the statistical population. The sampling method was non-randomly, accessible and targeted. The data collection tool of the present study was a researcher-made questionnaire which was extracted from Accurate study of previous research and articles in the field of Internet marketing mix. The researcher-made questionnaire had 40 items and was designed based on Likert scale. validity of questionnaire was confirmed by ten sport management professors. Reliability was calculated by Cronbach’s alpha test. In this research, the results and informations obtained in two descriptive and inferential sections were reviewed. In the descriptive section, statistical characteristics such as frequency, mean, median, mode and standard deviation has been used. In the inferential section Partial Least Squares, (PLS) has been used to Analysis of research datas.

Results: The results showed that the elements of Internet marketing mix include: brand, communication, data collection, price, customer service, product, personalization, promotion and distribution have an effect on the development of Internet marketing mix of Irans sport organizations.

Conclusion: According to the obtained results, it is suggested that the managers of sports organizations and federations of the Iran country, in order to increase revenue and advancement of promotional activities, financial independence creation and separation from the governmental general budget, from the solutions presented in the present study have the necessary attention in using of the components of Internet marketing mix.
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