مدل‌سازی ارتباط بازاریابی داستانی و هوش بازاریابی با عملکرد کسب و کارهای نوپای ورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار، گروه مدیریت ورزشی، دانشگاه پیام نور، تهران، ایران

2 دکتری مدیریت ورزشی، دانشکده علوم ورزشی، گروه رفتار حرکتی و مدیریت ورزشی، دانشگاه ارومیه، ارومیه، ایران

10.22034/jsmk.2025.69055.1190

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

موضوعات

عنوان مقاله [English]

Modeling the relationship between storytelling marketing and marketing intelligence with the performance of sports startups

نویسندگان [English]

  • Zahra Asghari 1
  • Mohsen Sadeghi 2
1 Assistant Professor, Department of Sports Management, Payam Noor University, Tehran, Iran
2 PhD in Sport Management, Faculty of Sport Sciences, Department of Movement Behavior and Sport Management, Urmia University, Urmia, Iran.
چکیده [English]

Sports startups play an unparalleled role in the development of today's societies and various aspects and characteristics of marketing can be related to the performance of these businesses. In this regard, the present study was conducted with the aim of modeling the relationship between storytelling marketing and marketing intelligence with the performance of sports startups. This research is of an applied, descriptive and correlational type that was conducted in the field. The statistical population of this study was all employees, managers, experts and activists in the field of sports startups. Considering the number of the statistical population, which was 460 people and using the Krejci and Morgan table, 210 people were determined as a statistical sample and selected using stratified random sampling. The data collection tools were the storytelling marketing questionnaires of Sehat and Khairy (2019), marketing intelligence of Venter and Renzberg (2014) and the performance of sports startups of Hersey et al. (2001). Data analysis was also performed using descriptive statistics and structural equation modeling tests in SPSS23 and SmartPLS3.1.1 software at a significance level of 0.05. The results of the study showed that the research model has a good fit and that storytelling marketing (t=11.415) and marketing intelligence (t=8.792) have a direct and significant relationship with the performance of sports startups. Therefore, using storytelling marketing and marketing intelligence to improve the performance of sports startups is very useful and effective and helps them on their way to success.

کلیدواژه‌ها [English]

  • Marketing Intelligence
  • Performance Startups
  • Storytelling Marketing

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  • تاریخ دریافت: 16 شهریور 1404
  • تاریخ بازنگری: 12 مهر 1404
  • تاریخ پذیرش: 25 آبان 1404

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