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مدلسازی ارتباط بازاریابی داستانی و هوش بازاریابی با عملکرد کسب و کارهای نوپای ورزشی | ||
| دانش مدیریت ورزش | ||
| مقاله 12، دوره 3، شماره 2 - شماره پیاپی 6، اسفند 1404، صفحه 187-201 اصل مقاله (1.3 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22034/jsmk.2025.69055.1190 | ||
| نویسندگان | ||
| زهرا اصغری* 1؛ محسن صادقی2 | ||
| 1استادیار، گروه مدیریت ورزشی، دانشگاه پیام نور، تهران، ایران | ||
| 2دکتری مدیریت ورزشی، دانشکده علوم ورزشی، گروه رفتار حرکتی و مدیریت ورزشی، دانشگاه ارومیه، ارومیه، ایران | ||
| چکیده | ||
| استارتآپهای ورزشی نقش بیبدیلی در توسعه جوامع کنونی ایفا میکنند و جنبهها و ویژگیهای مختلف بازاریابی میتواند با عملکرد این کسب و کارها مرتبط باشد که در این راستا پژوهش حاضر با هدف مدلسازی ارتباط بازاریابی داستانی و هوش بازاریابی با عملکرد استارتآپهای ورزشی انجام شده است. این تحقیق از نوع کاربردی، توصیفی و همبستگی میباشد که به شکل میدانی انجام شد. جامعه آماری این تحقیق تمامی شاغلین، مدیران، کارشناسان و فعالان در زمینه استارتآپهای ورزشی بودند که با توجه به تعداد جامعه آماری که 460 نفر بود و با استفاده از جدول کرجسی و مورگان، 210 نفر به عنوان نمونه آماری تعیین و با استفاده از نمونهگیری تصادفی طبقهای انتخاب شدند. ابزار گردآوری دادهها نیز پرسشنامههای بازاریابی داستانی صحت و خیری (1398)، هوش بازاریابی ونتر و رنزبرگ (2014) و عملکرد استارتاپهای ورزشی هرسی و همکاران (2001) بود. تجزیه و تحلیل دادهها نیز با استفاده از آمار توصیفی و آزمون مدلسازی معادلات ساختاری در نرمافزارهای spss 23 و smartpl s3.1.1 و در سطح معنیداری 05/0 انجام شد. نتایج تحقیق نشان داد که مدل پژوهش از برازش مناسبی برخوردار است و بازاریابی داستانی (415/11t=) و هوش بازاریابی (792/8t=) با عملکرد استارتاپهای ورزشی ارتباط مستقیم و معناداری دارند. بنابراین بهره گرفتن از بازاریابی داستانی و هوش بازاریابی جهت بهبود عملکرد استارتآپهای ورزشی بسیار مفید و مؤثر است و آنها را در راه رسیدن به موفقیت یاری میدهد. | ||
| کلیدواژهها | ||
| بازاریابی داستانی؛ عملکرد کسب و کارهای نوپا؛ هوش بازاریابی | ||
| مراجع | ||
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آمار تعداد مشاهده مقاله: 112 تعداد دریافت فایل اصل مقاله: 13 |
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